Tuborg 2g Identity Guidelines

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TUBORG 2G IDENTITY GUIDELINES ALL INFORMATION CONTAINED IN THIS DOCUMENT IS STRICTLY CONFIDENTIAL. NO IMAGE MAY BE REMOVED OR REPRODUCED WITHOUT PERMISSION FROM THE TUBORG BRAND TEAM.

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RE:INTRODUCING TUBORG: YOU JUST CAN NOT IGNORE THAT MOMENT WHEN EVERYTHING COMES TOGETHER; THE PERFECT COMBINATION OF ELEMENTS. THIS IS ONE OF THOSE MOMENTS, THE UNVEILING OF A NEW VISION FOR TUBORG; TO DEMONSTRATE IN A FEW PAGES HOW THE DNA HAS EVOLVED TO KEEP THE BRAND DYNAMIC. THIS BUNDLE OFFERS SOME DIRECTION AND GUIDANCE AND, ALTHOUGH TUBORG IS VERY RELUCTANT TO HAVE ANY RULES, FOR QUALITY AND CONSISTENCY THERE ARE SOME THAT DEFINITELY SHOULDN’T BE BROKEN. ENJOY. LOVE THE FEELING, FEEL THE MUSIC, FEEL TUBORG. THE FUN STARTS HERE...

New Soundwave Indented Bottle Ring Pull Cap

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DESIGN VISION Guiding Principles The Tuborg World Tone of Voice

TUBORG ELEMENTS The Soundwave Primary Logotype Protection and Alignment Secondary Logotype Exceptional Usage Positioning the Logotype Tuborg Colours Typography Maintaining Consistency

APPLICATION & INSPIRATION Outer Packaging On Pack Promotions Existing Advertising Merchandise Photography Illustration and Texture

PRODUCT PORTFOLIO Brand Architecture Tuborg Green Tuborg Light/Lite Tuborg Lemon Tuborg Black Tubour Pure Gold

CONTACT INFO

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1.0

DESIGN VISION Guiding Principles The Tuborg World Communication

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1.1

TUBORG: IS A DYNAMIC AND GROWING BRAND WHICH IS CONSTANTLY EVOLVING. IT IS RECOGNISED AS EASY, ACCESSIBLE AND INTERNATIONAL WITH AN AUTHENTIC BREWING HERITAGE BUILT OVER 127 YEARS. OUR TARGET AUDIENCE: (18-24) LIVE FOR FUN...THEY SEEK THE BEST EXPERIENCES AND SQUEEZE AS MUCH FROM THE MOMENT AS POSSIBLE. OUR GUIDING PRINCIPLES: 1.YOUNG - URBAN, CONTEMPORARY ATTITUDE. 2.(UNEXPECTED) FUN - SPONTANEOUS, SOCIAL, OPEN-MINDED AND LOOKING AHEAD. 3.THE SPARK - GET THE PARTY STARTED, TURN UP THE VOLUME, FEEL THE SOUNDWAVES, FEEL THE ENERGY. 4.MUSIC AT THE HEART OF EVERYTHING - IT ALL STARTS WITH TUBORG.

CONTEMPORARY

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1.2

TURN UP THE VOLUME SPONTANEOUS FUN

URBAN

FEEL THE ENERGY SOUNDWAVES

FUN STARTER

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1.3

TONE OF VOICE: OUR TONE OF VOICE IS ALL ABOUT UNEXPECTED FUN - A WAY OF TALKING WHICH IS NOT ABOUT TRYING TOO HARD TO BE FUNNY, BUT EMPHASISES THE EXCITEMENT AND ENERGY OF THE BRAND. WHEREVER POSSIBLE TUBORG SHOULD THINK AND SPEAK CREATIVELY TO OUR AUDIENCE. A SIMPLE BACK OF PACK, PROMOTIONAL OFFER OR EVEN A SERIES OF BEER MATS CAN BECOME AN EFFECTIVE PLATFORM TO HELP EXPAND OUR BRAND MESSAGE. Example taken from Green back of pack bottle label

GENUINELY BREWED WITH WATER, MALTED BARLEY AND HOPS. IT MIXES BRILLIANTLY WITH

MUSIC, PEOPLE AND PLACES. EXPECT MORE THAN REFRESHMENT AND ALWAYS ENJOY RESPONSIBLY.

THE LIQUID SOUNTRACK WWW.TUBORG.COM

Alc 4.6% 330ml BEST BEFORE TUBORG BASSLINE:

08457 585685

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2.0

TUBORG ELEMENTS The Soundwave Primary Logotype Protection and Alignment Secondary Logotype Exceptional Usage Colours Positioning the Logotype Typography Maintaining Consistency

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2.1

THE SOUNDWAVE

The centre of the ‘Soundwave’ should be placed near to or at the very heart of the sound

Tuborg is all about FUN. For our target audience fun moments often include MUSIC. Like Tuborg, it sparks the ATMOSPHERE and ENERGY. It starts a reaction. It triggers new potential. From

the first few BEATS in your chest, to the earth-shaking VIBE that has everyone on their feet. The Soundwave is at the very HEART of all our brand identity. It is unique and highly recognisable and brings a

VIBRANT, pulsing energy across our entire brand communication.

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2.2

The Tuborg ‘Triple Shorthand’

The Tuborg ‘Soundwave’

THE SOUNDWAVE In order to graphically represent sound, the original shorthand marque (taken from


the watchmaker shape of our labels) has been given a VIBRATION and now becomes the ‘Triple Shorthand’. The Soundwave pulse is LOCKED to the Triple Shorthand and both have been created together as a single HIGH

RESOLUTION file. All artworks may be obtained from KP2 or downloaded from the GSM PORTAL.

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2.3



THE SOUNDWAVE (cont.) To help emphasise the soundwaves, giving them a rippling effect, a LIGHT BEAM has been introduced. This may be either rotated or extended within a design and will add VISUAL EMPHASIS where required. An example of this may be seen


on our secondary packaging in section 3.

The ‘Light Beam’ extends from the centre of the ‘Soundwave’ and may be rotated or extended

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2.4



THE SOUNDWAVE (cont.) The Soundwave works best when positioned TO THE LEFT of a layout and viewed within enough space to see the sound pulsing outwards.


The ‘Light Beam’ extends from the centre of the ‘Soundwave’ and may be rotated or extended

The ‘Triple Shorthand’ graphic may be cropped

Occasionally, due to a lack of space, it will be necessary to crop into this image (as indicated opposite). The only requirement is to ensure that ALL 3 VIBRATIONS remain partially visible.

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2.5



PRIMARY LOGOTYPE This is our new logotype. The Tuborg font has been SLIGHTLY MODIFIED, a new strapline has been added (Liquid Soundtrack replaces Pure Enjoyment) and by INTEGRATING the Triple Shorthand and Soundwave it perfectly represents our new Tuborg world. The Primary Logotype should be used on the MAJORITY OF ALL communications such as packaging, advertising and point of sale.

The Tuborg ‘Strapline’

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2.6

The Minimum Protection Area Horizontal Centre Point

PROTECTION AND ALIGNMENT Despite being a fairly complex logotype, the same rules may still be applied as to a

standard logo. A MINIMUM protection area is supplied with the artwork to help

with both alignment and when positioning near to other elements. The alignment grid is a reference point to demonstrate the PRECISE

LOCK-UP

that exists between the Tuborg font, Strapline, Shorthand and Soundwave.

Alignment Grid

Vertical Centre Point

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2.7 The Minimum Protection Area

PANTONE® 377 C

The Tuborg ‘Shorthand’

SECONDARY LOGOTYPE Whenever possible the Primary logotype should be used. However when printing

on DIFFICULT SURFACES such as cotton, plastic or glass, a simplified logotype has been created.

This Secondary Logotype is in linear form only and may be used with simpler print techniques such as flexography.

The Tuborg ‘Strapline’

PANTONE® 3435 C

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2.8

EXCEPTIONAL USAGE (linear soundwave) To maintain a CONSISTANT brand image, even on difficult surfaces or with

simpler PRINTING TECHNIQUES ie. flexography, the Linear Soundwave has been created.

Made up of four special colours, it’s best used on material, ie. T-SHIRT designs, or on items such as outer cartons.

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2.9

Secondary Logotype printed on Black

EXCEPTIONAL USAGE (logotype) Secondary Logotype printed on White or Silver using Black for Tuborg

In order to maintain a good, strong

VISUAL CONSISTANCY, the Primary or Secondary logotypes should always

The Secondary Logotype may be printed without the strapline when required

be applied. However as with all identities

EXCEPTIONS must be considered.

Secondary Logotype printed in one colour Black with a 50% tint used in the ‘Shorthand’

The examples opposite cover all other necessary applications of the logotype, such as being seen on white or silver, one

colour printing or OCCASSIONALLY without a strapline. Secondary Logotype printed in one colour Pantone 3435 with a 50% tint used in the ‘Shorthand’

40mm

15mm

Minimum sizes for the Secondary Logotype with and without the strapline

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Our colours have been inspired by the new label

PANTONE® 3435 C

PANTONE® 364 C

2.10

PANTONE® 377 C

Primary Colours

TUBORG COLOURS Tuborg is a green brand. The Core Green reflects the brand’s heritage, evokes, youth, freshness and REFRESHMENT cues.

PANTONE® BLACK C

WHITE Secondary Colours

Core Green

PANTONE® 877 C

Our palette has been EXTENDED to include a WIDER VARIETY of tones and secondary colours. These help give added depth to an image and alongside the green, ENHANCE the contemporary, urban energy that is Tuborg. To allow for the extended colour palette,

Expanded Green Colour Range

the Primary logotype and all other images have been created using the four colour process (CMYK) only. If you have to produce POS elements etc with only one green colour, use

Image produced using the new colours

Pantone 3435 C.

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2.11

minimum protection area and alignment grid

GENUINELY BREWED WITH WATER, MALTED BARLEY AND HOPS. IT MIXES BRILLIANTLY WITH

MUSIC, PEOPLE & PLACES. EXPECT MORE THAN REFRESHMENT AND ALWAYS ENJOY RESPONSIBLY. WWW.TUBORG.COM

POSITIONING THE LOGO (landscape) To help maximise the full effect of our new design, the following pages show some different examples of how the Primary Logotype is best POSITIONED within a design layout or advertisement.

When the Primary Logotype is the main focus it works most effectively when positioned to the left (ideally centred within the first two thirds and centred horizontally)

The illustrations demonstrate that Tuborg works most effectively when postioned to the LEFT, allowing plenty of space to see

TURN UP THE VOLUME When used on a banner the Primay Logotype should be positioned to the left, giving maximum distance for the soundwaves to pulse outwards

the soundwaves pulsing OUTWARD.

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2.12

minimum protection area and alignment grid

POSITIONING THE LOGO (advertising) As on the previous page, Tuborg works most effectively when postioned to the LEFT of a layout, allowing plenty of space to see the soundwaves pulsing OUTWARD.

WWW.TUBORG.COM

To prevent the CLASH OF MULTIPLE soundwaves, the Secondary Logotype is used as a strong, simple ‘sign off’ whenever

When the Primary Logotype is the main focus it works most effectively when positioned to the left (ideally centred within the first two thirds and centred horizontally)

Tuborg is not the main focus of an ad.

The Soundwave may be used as a device for carrying a copy line. In this instance the Secondary Logotype should be used as a ‘sign off’ to prevent the use of multiple soundwaves

TURN UP THE VOLUME

As a general note, all advertising requires our global or local WEB ADDRESS in a prominent, clear space.

WWW.TUBORG.COM

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2.13

The Primary Logotype works most effectively on a portrait layout when centred horizontally

POSITIONING THE LOGO (portrait) As with the previous two pages, the Primary Logotype has been positioned to the left.

OPEN FOR

This is even MORE IMPORTANT on a portrait layout as there is less room to show

FUN

the soundwaves pulsing outward.

GENUINELY BREWED WITH

WATER, MALTED BARLEY

AND HOPS.

IT MIXES BRILLIANTLY WITH

MUSIC, PEOPLE AND PLACES. EXPECT MORE THAN REFRESHMENT AND WWW.TUBORG.COM

The Soundwave may be used as a device for carrying a copy line. In this instance the Secondary Logotype should be used as a ‘sign off’ to prevent the use of multiple soundwaves

WWW.TUBORG.COM

ALWAYS ENJOY RESPONSIBLY.

For this reason it is RECOMMENDED that the Soundwave should be centred horizontally, as used in these examples.

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BLUR - SONG 2

“PLEASED TO MEET YOU!

I GOT MY HEAD DONE, WHEN I WAS YOUNG, IT’S NOT MY PROBLEM” GENUINELY BREWED WITH WATER, MALTED BARLEY AND HOPS. IT MIXES BRILLIANTLY WITH

MUSIC, PEOPLE AND PLACES. EXPECT MORE THAN REFRESHMENT AND ALWAYS ENJOY RESPONSIBLY.

THE LIQUID SOUNTRACK WWW.TUBORG.COM

Alc 4.6% 330ml BEST BEFORE TUBORG BASSLINE:

08457 585685

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 €/%(@!?)’:>™ Headings Itc Avant Garde Bold, uppercase only

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 €/%(@!?)’:>™ Sub Header and Body Copy Itc Avant Garde Medium, upper and lower case

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Body Copy Alternative Itc Avant Garde Book, upper and lower case

2.14

TYPOGRAPHY The use of type is an important part of our total brand communication. Emphasis to certain words or WHOLE

PHRASES is an effective and fun way to make the copy appear spontaneous, energetic and

CONVERSATIONAL.

The Avant Garde font has been chosen for

its MODERNITY and sense of style when applied using different font weights. The AVANT

GARDE typeface can be obtained from KP2.

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2.15

TURN UP THE VOLUME X PLEASE DON’T: centre the Soundwave within a layout

X PLEASE DON’T: run type across the Triple Shorthand

MAINTAINING CONSISTENCY TUBORG IS FUN. The elements are exciting and being creative with them is what Tuborg is about. However, the examples on this page are here to demonstrate creativity that has GONE TOO FAR and begun to

WEAKEN the overall brand image.

X PLEASE DON’T: add any reflected Soundwaves

X PLEASE DON’T: distort or add elements to the Triple Shorthand

X PLEASE DON’T: flip the Triple Shorthand or Soundwave

PLACING THE SOUNDWAVE ON A BACKGROUND THAT DOES X PLEASE AVOID: NOT HAVE ENOUGH CONTRAST FOR STANDOUT

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2.16

X PLEASE DON’T: resize the Logotype or Triple Shorthand

X PLEASE DON’T: distort the Logotype GENUINELY BREWED WITH WATER, MALTED BARLEY AND HOPS

MAINTAINING CONSISTENCY (CONT.) Creativity is good but must still be made to work WITHIN THE APPROVED brand world. These example show how

MUSIC, PEOPLE AND

EXPECT MORE THAN REFRESHMENT

X PLEASE DON’T: move the Logotype away from the Triple Shorthand

X PLEASE DON’T: place other elements within the minimum protection area

X PLEASE DON’T: add any keylines or recolour the Logotype

X PLEASE DON’T: place the Logotype over a coloured background

the overall visual communication of Tuborg is WEAKENED by the introduction of new elements and the incorrect use of the Primary Logotype.

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3.0

APPLICATION & INSPIRATION Outer Packaging On Pack Promotions Using Existing Pay-Offs Merchandise Photography Illustration and Texture

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Party Pack

Festival Pack

3.1

OUTER PACKAGING All bottle and can outers are the perfect canvas to help BRING THE BRAND

TO LIFE, combining all elements together for the first time. The Primary Logotype and Music Pack

Soundwave are added to a refreshingly

APPETISING pack shot, in the midst of a party or festival - this is our Tuborg world! Musical experiences differ depending on mood or venue, so 3 DIFFERENT packs have been created, these are;

PARTY PACK FESTIVAL PACK MUSIC PACK with more to follow...

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Integrated Price Promotion

3.2 Promotional Sticker and new typeface

6 BOTTLES

ON PACK PROMOTIONS Using inspiration from guitar stickers, our new

promo flashes feel like they’ve been STUCK ONTO THE PACKS. Using orange as our

GreenF est

key signal colour the stickers always sit to the right of the pack. Our price promo flashes are INTEGRATED with the soundwave. Always situated top left of the pack with red being used for maximum impact - but we shouldn’t have both price and

LIQUID SOUNDTRACK

feature promotions on pack at the same time. Inspirational stickers

‘Grafitti’ Flash for extra details 3rd Man Font to be used within the promotional stickers only

6 x330ml bottles 4.6% vol

For big THROUGH-THE-LINE campaigns, such as GreenFest, separate campaign pack designs may be developed alongside the international Tuborg team.

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 =£$€/!"(+*?):>

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3.3

USING EXISTING PAY-OFFS We will continue using the two existing pay-offs (“the fun starts here” and “open for fun”) in our advertising. The new Tuborg font Avant Garde is only to be APPLIED TO NEW COPY and does not apply to these pay-offs.

WWW.TUBORG.COM

This example shows how the existing pay-off may be used as a heading for an advertisement

This example shows how the second pay-off may be used as an effective ‘sign off’

WWW.TUBORG.COM

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Branded Chiller Cabinet

3.4

Soundwave T-Shirt 4 Colour Bar Tray

MERCHANDISE The Tuborg brand identity is far more

CREATIVE than the simple application of a logotype on a green product. These

Festival Paper Cups

3 colour Bar Runner

examples of our new merchandise show how EFFECTIVELY OUR NEW BRAND ELEMENTS may be used all different but essentially Tuborg.

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3.5

PHOTOGRAPHY Photography of the bottle should always be taken with the BOTTLE ROTATED anticlockwise on a vertical axis. This is to

ensure the SOUND WAVES ARE VISIBLE. This makes the bottle and can look more DYNAMIC rather than static. Always use an OPEN bottle/can and when possible place the PULL - OFF CAP next to the bottle.

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3.6

The Tuborg Party

PHOTOGRAPHY Its all about NATURAL ATMOSPHERE. It gives the impression that you’re at the

heart of the party, the HEART of the FUN.

People should behave NATURALLY in the pictures, not be artificially posed, The Tuborg Festival

The Tuborg Music Basement

they must be SPONTANEOUS, helping capture the excitment of the moment.

ENERGY can be generated with the use of good lighting and natural movement BLUR (which helps disguise specific elements such as faces).

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The Course Screen Texture

The Music Alternative

3.7

The Textured Background

The Urban Background

The Dancing Figures

ILLUSTRATION AND TEXTURE As with the Primary Logotype, we have created a SIMPLER ALTERNATIVE to photography. This illustration maintains

all our CONTEMPORARY, URBAN personality, adding both depth and a taste of the unexpected.

The illustration has been built as a layered graphic element and is easy to simplify (ie. switching off the textured layer) in order to

SUITE A VARIETY of different print or material requirements, such as our can.

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4.0

PRODUCT PORTFOLIO Tuborg Green is our core product, from this graphic structure all other variants have been built. However, whilst each take on some of the characteristics of Green, they are not simply another version of Green. Some have strong personality traits of their own...

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4.1 FUN IN THE SUN LEMON/TWIST LITE

XL-PET

BRANDWORLD DRAFT/GOLD

CORE GREEN

UPBEAT

XL-GLASS/CANL BLACK

XMAS BREW

FUN AFTER DARK

BRAND ARCHITECTURE

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4.2

TUBORG GREEN ...Green is suitable for most beer occasions, day or night - ANYTIME THAT THE

FUN NEEDS TO GET STARTED,

or for interaction with other people, places and always with music. But, there will be times when a Tuborg Green ISN’T

WHAT YOU ARE LOOKING FOR...

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4.3

TUBORG LIGHT/LITE ...this is still the same great GREEN party, for those of us who feel the need to keep an eye on what we EAT

AND DRINK.

LIGHT is about making the most of new possibilities and opportunities in a way that means we don’t have to take life too seriously! MORE FUN – ONE LESS

THING TO WORRY ABOUT...

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4.4

TUBORG LEMON ...is a positive, upbeat, social and outdoor style beer. Lemon is a FUN STARTER that evokes the idea of sun – a bright, clean and unexpected ultra-refreshment. A twist of lemon makes everything taste brighter. This is THE SUNNY SIDE

OF FUN...

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4.5

TUBORG BLACK ...finally Black is for when you want to try something a little bit DIFFERENT. It is still a fun starter, but it is much more Black is an intriguing beer, dark and mysterious,

DARING and UNEXPECTED.

it builds on Tuborg Green’s sense of fun and takes you onto a new level. A darker experience for a different kind of fun. THE

Music Pack

Party Pack

DARKER SIDE OF FUN.

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4.6

TUBORG PURE GOLD ...is great company. A little more relaxed than the rest of the portfolio, Pure Gold is

both SOCIABLE and CONFIDENT. It might be a little bit more experienced, (it definitely has a twinkle in its eye) due perhaps to all of those great, unexpected TUBORG moments! This is PERFECTLY

BALANCED ENJOYMENT...

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END

APPROVAL PROCESS 1.PDF for approval to [email protected] 2.Pre-Production sample for approval 3.Production samples to KP2 for evaluation

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END

CONTACT INFO BRAND GUIDELINES AND COMMUNICATIONS: International Brand Manager, [email protected] BRAND ACTIVATION AND POS DEVELOPMENT: Brand Activation Manager, [email protected] PACKAGING AND POS - ARTWORK AND APPROVAL: [email protected] OR [email protected]

Tuborg 2g Identity Guidelines

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