Chivas Guidelines MB[1]

CHIVAS MASTERBRAND GUIDELINES UPDATED AUGUST 2009

INTRODUCTION: BEFORE YOU START Are you working working with the latest instructions? instructions? INTRODUCTION Before you start

Check on ScotchNet that the edition date (marked at the top of each page) is the same as the one you have here. If not, download a fresh copy.

CHIVAS BRAND FAMILY Overview

CHIVAS MASTERBRAND Chivas masterbrand marque Full colour marque Single colour marque Black & White marque Minimum size marque Typography Colour palette Colour palette rules Colour application examples Materials and finishes Decorative pattern Decorative pattern overview Decorative pattern rules Positioning the decorative pattern Colouring the decorative pattern Applying the decorative pattern to different materials and finishes Treatment of the decorative pattern Materials, finishes and forms examples

AP PE ND IX Live with Chivalry – Below the line implementation

Are you working working with the latest artwork? artwork? The ScotchNet ScotchNet Asset Library holds the latest versions versions of any artwork artwork elements you you may require. Always download fresh copies to be sure that you are working with current material. This set of guidelines is your your essential guide for applications applications of the Chivas Chivas Regal masterbrand marque – strict adherence to these guidelines will protect our visual identity and maximise its use. The distinctive design of letterforms and colour, are like a signature that must never be forged. How we are perceived doesn’t just depend on the look of our masterbrand and brand family of marques, but also on our style and our way of doing things. This style will help us to operate in many countries with a consistent look and voice. So whether we are seen globally or locally, it is essential that we convey a personality that is clear, strong and coherent. This personality is a valuable form of corporate property which is conveyed consistently and distinctively through our masterbrand.

It is important ...that the masterbrand guidelines are read by everyone regardless of which member of our brand family they look after. The rules laid out in the the masterbrand guidelines guidelines are an overview of all the marques contained within our brand family. Each brand shares certain basic elements with each other, such as – colour palette and typography. The rules contained contained within these masterbrand masterbrand guidelines cover cover all areas of our communication other than the structure and label design.


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CHIVAS BRAND FAMILY: OVERVIEW Unifying the Chivas brand family A system has been created allowing each member of the Chivas brand family to own their own marque that relates back to the masterbrand. These must be used across all forms of communication.

INTRODUCTION Before you start



1. Chivas masterbrand The Chivas masterbrand marque is used when we are communicating all our separate products (Chivas 12, Chivas 18 and Chivas 25) to the public as an entire and cohesive brand family. The masterbrand has a range of distinctive colours which must be used.

2. Chivas 12 A specially crafted ‘12’ has been drawn and given its own colour. This marque must only be used for Chivas 12 communication (refer to Chivas 12 Guidelines).

3. Chivas 18 A specially crafted ‘18’ has been drawn and given its own distinctive colour. This marque must only be used for Chivas 18 communication (refer to Chivas 18 Guidelines).

4. Chivas 25 The marque created for Chivas 25 is used in a very specific way compared to Chivas 12 and Chivas 18, and has been dealt with in greater detail in the Chivas 25 guidelines.


1. Chivas masterbrand

2. Chivas 12

3. Chivas 18

4. Chivas 25 The break line denotes that the background is a continuous colour. The Chivas brand family of marques must never be placed on a colour patch.

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CHIVAS MASTERBRAND: FULL COLOUR MARQUE The full colour Chivas masterbrand marque has been created as a master artwork from which it must be reproduced. The master artworks are available as a download from ScotchNet Asset Library.


CHIVAS BRAND FAMILY

Background colours The preferred version of the Chivas masterbrand marque is the full colour (CMYK/four-colour process) marque. The masterbrand marque can only sit on one of the following background colours:

Overview

The masterbrand marque can sit on either a horizontal or vertical gradated silver to black. The marque must always sit on the solid colour part of the gradation.


Positive Chivas masterbrand on silver to black vignette Black should not be allowed to dominate. Black must be used with care and for no more than 70% of masterbrand items, (Chivas Silver and White can also be used). Refer to Colour palette on page 9.


Positive Chivas masterbrand on solid black The silver background must always be printed as a special colour - a silver background must never be simulated as a percentage of black.

Positive Chivas masterbrand on Chivas Silver There is a drop shadow version of the marque available for use on white backgrounds.

Positive Chivas masterbrand on white

The break line denotes that the background is a continuous colour. The Chivas brand family of marques must never be placed on a colour patch.

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CHIVAS MASTERBRAND: SINGLE COLOUR MARQUE The single colour Chivas masterbrand marque has been created as a master artwork from which it must be reproduced. The master artworks are available as a download from ScotchNet Asset Library.



Background colours There are occasions when it is not possible (or desired) to print a full colour (CMYK) version of the masterbrand. The single colour options are as a special colour or as a foil. The single colour version must only appear on the following background colours:


Positive Chivas masterbrand in gold on solid black background

AP PE ND IX

The silver background must always be printed as a special colour - a silver background must never be simulated as a percentage of black.

Live with Chivalry – Below the line implementation

Positive Chivas masterbrand in gold on solid silver background

Positive Chivas masterbrand in gold on white background


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CHIVAS MASTERBRAND: BLACK & WHITE MARQUE The black and white Chivas masterbrand marques have been created as master artworks from which they must be reproduced. The master artworks are available as a download from ScotchNet Asset Library.



The black and white versions of the masterbrand marque can be used if there is a limited colour palette or print limitations. They can als o be used for non-printing forms of reproduction, e.g. etching in glass, engraving in metal, embossing or debossing in leather or other recommended materials.



Positive Chivas masterbrand (black) on white Black is the only colour that this version is permitted to reverse out of.

Negative Chivas masterbrand (white) reversed out of black


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CHIVAS MASTERBRAND: MINIMUM SIZE MARQUE There is a minimum size that the Chivas masterbrand marque can be reproduced.


25mm




Full colour marque 10mm

Single colour marque 14mm

Single colour marque for foil blocking, embossing and debossing

EXCLUSION ZONE The Chivas masterbrand marque must always stand out prominently and not be crowded by any graphic, pattern or typography. It should have as much clear space around it as possible. The minimum clear space is indicated below by a dotted keyline. The minimum area is equal to half the capital let ter height of any of the letters in the Chivas masterbrand marque.



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CHIVAS MASTERBRAND: TYPOGRAPHY Two typefaces - Giovanni and Arial - have been chosen for general use in all our communication across the entire brand family (including Chivas 12, 18 and 25).





Primary typeface The Chivas masterbrand primary typeface is Giovanni. It is important to utilise and adhere to the same font throughout all our communication material, thereby ensuring and maintaining consistency across the Chivas masterbrand and the brand family of marques. Never distort, expand or condense our primary typeface in any way. The typeface can be purchased from www.linotype.com

Secondary typeface Arial has been chosen for our secondary typeface, to be used for all our on-screen needs and where Giovanni is unavailable.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Giovanni Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Giovanni Book Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Giovanni Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Giovanni Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial

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CHIVAS MASTERBRAND: COLOUR PALETTE Colour palette Illustrated below are the colours available for Chivas masterbrand.




Black

Chivas Silver (Ink) PANTONE® 877

Chivas Black 0% to 80% tint of PANTONE® Black 7

Chivas Silver (Foil) Kurz Alufin Special Only to be used when reproducing the decorative pattern.

Chivas Gold (Ink) PANTONE® 873

Chivas Amber (Ink) PANTONE® 717


Chivas Gold (Foil) Kurz Luxor foil 423 Only to be used when reproducing the decorative pattern or Chivas masterbrand logo.

In lieu of the Chivas Regal colours specified throughout these guidelines, you may use the above PANTONE®* colours, the standards for which are shown in the current edition of the Pantone Colour Formula Guide. The colours shown on this page and throughout these guidelines are not intended to match the PANTONE colour standards. *PANTONE® is a registered trademark of Pantone, Inc.


CHIVAS MASTERBRAND: COLOUR PALETTE RULES The Rules Please use black with care, and if using black avoid dominance by:




1. Ensuring black is no more than 70% of everything a consumer sees. Black items can be created but they must be mixed with non black items.

2. Trying black mixed with other colours: e.g. silver and gold as per the Chivas merchandising.


3. Considering alternative backgrounds, e.g. silver or white, or gradated black to silver.

4. Using gold or sil ver within the pattern.

5. Introducing amber – add 5% amber as a flash of detail or lighting to reflect the warmth of the brand.

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CHIVAS MASTERBRAND: COLOUR APPLICATION EXAMPLES Print executions

INTRODUCTION

The balance of colours for Chivas masterbrand is crucial. A look and feel for this balance is illustrated below. It is important that on the permitted background colours of Chivas Silver, black, white or a combination of black and silver that there is always an expression of Chivas Gold and Chivas Amber.

Before you start




Materials and finishes executions The same discipline regarding the balance of colour applies when expressing the Chivas masterbrand in materials and finishes. However, the percentage of Chivas Gold and Chivas Amber can be increased. This increase is because the colours will tend to be wrapped around a 3-Dimensional object or seen in an environment rather than on a printed 2-Dimensional plane. When producing a range of masterbrand items, no more t han 70% of items should be black. If producing merchandise, individual pieces can use up to 80% black, as long as the other elements in the range balance the presence of black and incorporate other masterbrand colours.

<80%

15% 5%

Chivas Black with an expression of Chivas Gold and Chivas Amber

<80%

15% 5%

Chivas Silver with an expression of Chivas Gold and Chivas Amber

<80%

15% 5%

White with an expression of Chivas Gold and Chivas Amber


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CHIVAS MASTERBRAND: COLOUR APPLICATION EXAMPLES CONT.


50% 30%


15% 5%


Chivas Silver with a combination of Black & expression of Chivas Gold & Chivas Amber

50% 30%

15% 5%


Black with a combination of Chivas Silver & expression of Chivas Gold & Chivas Amber

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CHIVAS MASTERBRAND: MATERIALS AND FINISHES



Illustrated below are expressions of materials and finishes. Materials are open for selection... metals can be matt, brushed or shiny, overlaid with the decorative pattern in contrasting matt, satin or gloss varnishes. Materials can be soft and hard, such as suede, leather or granite that can be embossed, debossed or engraved. Remember materials need not always be opaque, but can be clear or coloured with translucent amber hints. Where possible, look for contrast in material for a contemporary and premium effect (e.g. shiny foil on matt/brushed background). The selected materials must adhere to the Chivas masterbrand colour palette.


Brushed silver

Shiny silver

Matt silver


Black gloss

Black suede

Black leather

Amber glass/fabric/resin

Brushed gold

High gloss white

Glass


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CHIVAS MASTERBRAND: DECORATIVE PATTERN OVERVIEW The decorative pattern can be used as a supporting branding element in packaging, merchandising and environmental design. This pattern must only be used as a dramatic crop. The pattern is available as a master artwork and should never be redrawn.




1. The pattern is NOT part of the logo and doesn’t have to be used. 2. The role of the pattern is: For dressing interiors e.g. floors, walls. Discrete graphic element for merchandise, lighting and printed materials. The line drawings below and overleaf are not an expression of colour, but an explanation of how to use and crop the pattern. Instructions for colour and material finish of the pattern are explained separately within these guidelines.


FULL PATTERN EXAMPLE FOR REFERENCE ONLY.

A DRAMATIC CROP OF THE DECORATIVE PATTERN MUST BE USED, AS ILLUSTRATED ABOVE.

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CHIVAS MASTERBRAND: DECORATIVE PATTERN OVERVIEW CONT. The pattern is available in solid or keyline format.




Solid decorative pattern An alternative version of the Chivas decorative pattern has been created, known as the keyline version, it must never be used in print design. The main use for the keyline version should be for large scale display purposes.


The same rules regarding cropping that have been created for the full version of the decorative pattern, also apply to the keyline version.

Keyline decorative pattern

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CHIVAS MASTERBRAND: DECORATIVE PATTERN RULES 1. THE PATTERN MUST ONLY BE USED IN A DRAMATIC CROP.





2. Do not use the whole pattern in full – always use a bold crop and bleed off (never let it float on a page or item).

3. Do not rotate the decorative pattern more than 35°.

4. Do not use the decorative pattern upside down.

5. Do not step and repeat the decorative pattern as a repeat pattern.

6. Do not stretch or distort the decorative pattern.

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CHIVAS MASTERBRAND: POSITIONING THE DECORATIVE PATTERN The exclusion zone must be applied to the masterbrand marque when it is used with the decorative pattern.





The illustrations below give a ‘look and feel’ for how the Chivas masterbrand marque sits and works with the decorative pattern. Please note the decorative pattern does not have to be included with the Chivas masterbrand marque – its use is optional. 1

2

4

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CHIVAS MASTERBRAND: COLOURING THE DECORATIVE PATTERN The reproduction of the decorative pattern must never overshadow or dominate the masterbrand marque.



The decorative pattern can be reproduced in silver, Chivas gold and between 80% and 100% black (tone on tone) as illustrated below, the decorative pattern can also be reproduced as a varnish (lithographic and UV – satin or gloss finishes) on either a black, white or silver background.

Gradated silver background


Gradated silver pattern on gradated silver background

Silver background


Gold pattern on silver The pattern can be produced in Chivas Gold (ink) or Chivas Gold (foil).

Varnish pattern on silver

Silver pattern on silver The pattern can be produced as a lighter or darker silver to the background silver. Alternatively, as a matt or gloss silver to contrast with the background.

Silver pattern on brushed silver The pattern can be produced as a lighter or darker brushed silver with a solid silver background. Alternatively, this can be reversed with a brushed background and solid silver pattern.


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CHIVAS MASTERBRAND: COLOURING THE DECORATIVE PATTERN CONT.


Black background



Tonal pattern on black The pattern should not be any lighter than 80% black.

Silver pattern on black

Gold pattern on black The pattern can be produced in Chivas Gold (ink) or Chivas Gold (foil).

Varnish pattern on black


White background

Silver pattern on white The pattern must never be printed as a percentage of black.

Gold pattern on white The pattern can be produced in Chivas Gold (ink) or Chivas Gold (foil).

Varnish pattern on white



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CHIVAS MASTERBRAND: COLOURING THE DECORATIVE PATTERN CONT. Seasonal and festive executions





For special events, festive promotions or one-off executions, the decorative pattern can be reproduced in non-masterbrand colours e.g. for the Cannes Film Festival and Christmas promotions. These must not be permanent executions. Please refer to the Chivas Brand Team for approval for any exceptions not covered under these or the Cannes guidelines.


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CHIVAS MASTERBRAND: APPLYING THE DECORATIVE PATTERN TO DIFFERENT MATERIALS AND FINISHES Illustrated below are expressions of how the decorative pattern can be used on different materials. These are only applicable to the expression of the Chivas masterbrand.





The Chivas masterbrand marque is placed on a matt black background with an etched, or debossed decorative pattern. Alternatively, the finishes could be swapped – a shiny background and a matt, embossed, decorative pattern. It should include a hint of amber, not just black (see colour palette section of these guidelines).

The Chivas masterbrand marque is placed on a shiny silver background overlaid with brushed silver decorative pattern. Alternatively, the finishes could be swapped – a brushed silver background with a shiny decorative pattern. It should always include a hint of amber, not just silver (see colour palette section of these guidelines).



CHIVAS MASTERBRAND: APPLYING THE DECORATIVE PATTERN TO DIFFERENT MATERIALS AND FINISHES CONT.





Gold foil-blocked Chivas and an embossed pattern in leather

Etched in glass

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CHIVAS MASTERBRAND: TREATMENT OF THE DECORATIVE PATTERN The decorative pattern should never be thought of just as a flat, printed graphic. The examples illustrated below hint at how our decorative pattern can be expressed - fret-cut from metal, back illuminated and even acid-etched onto glass or metal using 3D materials, lighting and etching.


PLEASE NOTE THESE EXAMPLES ARE NOT A GUIDE FOR COLOUR.



3D object, die-cut and back illuminated

Fret cut from metal

Acid etched on glass (in full or keyline)

Light projection


Printed on surfaces

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CHIVAS MASTERBRAND: MATERIALS, FINISHES AND FORMS EXAMPLES Being able to bring the new look Chivas masterbrand to life is an important part of building our visual identity – merchandising items, point-of-sale, environmental design and live events. The illustrations to follow give you a look and feel of what our merchandise might look like.


CHIVAS BRAND FAMILY

Inspiration from the brand world – curves not angles

Overview



Existing equities create an ownable shape for Chivas

Oval age claim

Footprint of the bottle

Combination of oval and circle


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CHIVAS MASTERBRAND: MATERIALS, FINISHES AND FORMS EXAMPLES CONT.





Black must not be allowed to dominate Chivas masterbrand items; it should be used with care and for no more than 70% of masterbrand items. Chivas Silver and white should also be used and include a hint of amber.


CHIVAS MASTERBRAND: MATERIALS, FINISHES AND FORMS EXAMPLES CONT.





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APPEND IX: LIVE WITH CHIVAL RY – BE LOW THE LINE IMPLEMEN TATION An identity for the ‘Live with Chivalry’ below the line communication has been designed to be consistent with all members of our brand family.


Live with Chivalry marque The marque should only ever appear as shown below and must not be reproduced alongside the crest. If the crest is required for use in above the line communication only, this should be requested from TAG.




Positive full colour Live with Chivalry marque on white

Positive full colour Live with Chivalry marque on black

Positive Live with Chivalry marque on white

Negative Live with Chivalry marque on black

Live with Chivalry typeface The ‘Live with Chivalry’ line has been created as a bespoke typeface based on Shango Bold. If a translation of the line needs to be typeset, the Shango Gothic Bold typeface should be used. Please note the Y and Q letters should be redrawn to remove the long tail. The Shango Bold typeface can be purchased at www.myfonts.com

’Live with Chivalry’ strip The strip has been created to hold the ‘Live with Chivalry’ or ‘Live with Chivalry at Chivas.com’ line, for instances where it appears separately from the Chivas Masterbrand marque. The examples shown below illustrate how the strip should be used within below the line material.

’Live with Chivalry’ strip

’Live with Chivalry at Chivas.com’ strip

’Live with Chivalry’ strip: landscape example

’Live with Chivalry’ strip: portrait example


Chivas Guidelines MB[1]

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