Guidelines – September 2012

Confidential – For internal use only

Chivas 18 Guidelines © September 2012

 Before you start
2

The brand Within this document you will find the assets available when needing to activate
the Chivas 18 brand.

Although this guideline provides a limited number of assets, any local application
should be guided by some key criteria. They should be viscerally beautiful; they should
be bold, expressive and tactile. Above all these applications should be audacious;
unrestrained by convention, contemporary, spirited and completely original - this
is at the heart of Chivas 18 and a key to the continued success of the brand.

Consistency is critical no matter what the medium or environment it is applied to

(On or Off-Trade). Www.scotchnet.com will hold the latest versions of all artwork
presented in these guidelines, please make sure you check regularly so that you have
the latest files to work with.

Please note: The Chivas 18 brand world guidelines set out the specific visual style for
the sub-brand Chivas 18 and does not affect the Masterbrand guideline or Chivas 25
guidelines which should be taken on their own merit when being used.

Chivas 18 Guidelines © September 2012

 3

Contents Introduction 5–6

Brand Assets
Overview8
Marque 9–10
Stamp 11–12
Typeface13–14
Colour15–16
Property17–22

Brand Application
Materials24
Formats25–26

Contact27

Chivas 18 Guidelines © September 2012

 Introduction

Chivas 18 Guidelines © September 2012

 Crafted by the creativity of master blender Colin Scott,
Chivas 18 marries 85 flavour notes to create a unique whisky, both
rich and complex in depth and flavour.

CHIVAS 18 - EVERY TASTE A NEW EXPERIENCE

Chivas 18 Guidelines © September 2012
 6

Chivas 18 always has a modern and creative take on luxury,

never the expected. Chivas 18 draws you in by the senses and
rewards you by the cerebral.

Chivas 18 is a stimulation for intelli-gents.

Chivas 18 Guidelines ©©September

September2012
2012
 Brand Assets

Chivas 18 Guidelines © September 2012

 Brand Assets Overview
8

The brand identity

The four core assets of the Chivas 18 brand
are marque, typeface, colour and property.
Marque

Typeface
Priori Sans

Colour

Property

Chivas 18 Guidelines © September 2012

 Brand Assets Marque
9

Marque
The full colour marque is our preferred version.
Full colour marque
Please try to use this wherever possible.
(CMYK)
The black version of the 18 marque should only
be used for non-printing forms of reproduction,
e.g. etching in glass, engraving in metal,
Two colour marque
embossing or debossing in leather or other
(Gold = Pantone 873 or Hot foil Kurz 232
recommended materials.
and Light Blue = Process Cyan)

Single colour marque

(Pantone 873 or Hot foil Kurz 232)

White marque
(For photographic backgrounds)

Black marque
(For non-printing reproduction)

Chivas 18 Guidelines © September 2012

 Brand Assets Marque
10

Minimum sizes &

clear space area
Minimum Size
There is a minimum size that the Chivas 18 Full colour marque minimum size 44mm
marque can be reproduced.

Clear Space Area

The 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.
Two colour marque minimum size 33mm
The minimum clear space is indicated here
by a pink frame.

The marque minimum clear space area is

equal to the height of the ‘I’ letterform.

One colour marque

minimum size 33mm 24mm 24mm

Marque clear space area

Chivas 18 Guidelines © September 2012

 Brand Assets Stamp
11

Stamp
The stamp is used for small applications where
Full colour stamp
the full marque cannot be used. The full colour
(CMYK)
stamp is our preferred version. Please try to use
this wherever possible.

The black version of the 18 stamp should only

Two colour stamp
be used for non-printing forms of reproduction,
(Gold = Pantone 873 or Hot foil Kurz 232
e.g. etching in glass, engraving in metal,
and Light Blue = Process Cyan)
embossing or debossing in leather or other
recommended materials.

Single colour stamp

(Pantone 873 or Hot foil Kurz 232)

White stamp
(For photographic backgrounds)

Black stamp
(For non-printing reproduction)

Note:
Only for use when the main marque is forced
to be used smaller than the minimum size.
If required, please contact the International
Brand Manager (see p.26)

Chivas 18 Guidelines © September 2012

 Brand Assets Stamp
12

Minimum sizes &

clear space area
Minimum Size
There is a minimum size that the Chivas 18 Full colour stamp minimum size 26mm
stamp can be reproduced.

Clear Space Area

The stamp 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.
Two colour stamp minimum size 20mm
The minimum clear space is indicated here
by a pink frame.

The stamp minimum clear space area is equal

to the height of the ‘I’ letterform.

One colour stamp minimum size 20mm 14.5mm 14.5mm

Stamp clear space area

Chivas 18 Guidelines © September 2012

 Brand Assets Typeface
13

Typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Primary typeface
The Chivas primary typeface is a specially
Priori Sans Regular abcdefghijklmnopqrstuvwxyz 1234567890
produced custom cut of Jonathan Barnbrook’s
Priori Sans. It is important to utilise and
adhere to the same font throughout all our
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Priori Sans Italic
communication material, thereby ensuring abcdefghijklmnopqrstuvwxyz 1234567890
and maintaining consistency across the brand.
Never distort, expand or condense our primary
typeface in any way. ABCDEFGHIJKLMNOPQRSTUVWXYZ
Digital typeface
Priori Sans Light abcdefghijklmnopqrstuvwxyz 1234567890
Verdana has been chosen for our digital
typeface, to be used for all our online needs.
Verdana is a system font meaning that any
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Priori Sans Light Italic
computer will be able to load and display it.
(Preview currently unavailable)
abcdefghijklmnopqrstuvwxyz 1234567890
This means that any online content should be
consistent whatever screen it appears on.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Priori Sans Bold abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ
Priori Sans Bold Italic
(Preview currently unavailable)
abcdefghijklmnopqrstuvwxyz 1234567890

Priori Sans Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ
(Preview currently unavailable) abcdefghijklmnopqrstuvwxyz 1234567890

Note
Verdana ABCDEFGHIJKLMNOPQRSTUVWXYZ
Digital typeface
The typeface will be released abcdefghijklmnopqrstuvwxyz 1234567890
to all channels in October 2012.
Check ScotchNet for details.

Chivas 18 Guidelines © September 2012

 Brand Assets Typeface
14

Using Priori
Priori is inspired by the work of famous British
typographers, such as Eric Gill and Edward
Johnston. But it also embraces all of the signage
Our Headlines
and lettering observed in the streets, cathedrals,
Bold supporting subheadlines
Tilting
and public buildings of modern Britain. This
mixing of native influences with a contemporary
pop culture intent is what gives Priori a distinct
and unique flavour.
“Be audacious; unrestrained by
The Priori Bold should be used for headlines and
subheadlines (preferably in capitals) or wherever
convention, contemporary, spirited
you need emphasis.
Names, credits & quotations
and completely original.”
Priori Italic should be used for names, credits
and quotations.

Always use Priori Regular for long copy. Created for the Senses
The ultra premium spirits category is dominated Featuring new inspirational drinks designed
by predictable, outwardly driven codes of for luxury occasions, it is much more than just
authenticity, status and recognition. a cocktail book. Within its pages, we take six
individual craftsmen, and their appreciation of
However, successful modern men look for brands the senses as our starting point to create a
and experiences that will help them stand out by drinks collection.
sharpening their knowledge, style and taste.
The objective of this book is to establish new,
To bring to life the new activation idea of sophisticated drinking occasions with Chivas 18,
Chivas18, we have created the publication, while bringing to life our new Stimulation for
Crafted for the Senses. Intelli-gents activation idea.
Long copy

Chivas 18 Guidelines © September 2012

 Brand Assets Colour
15

C M Y K (%) RGB Pantone Special (Foil)

Colour values
Having the right colour options available and
C100 M90 Y0 K40 R35 G5 B105 2755 —
knowing the breakdowns of each, makes using
them much easier and more effective.
Dark Blue

C90 M80 Y0 K0 R40 G40 B170 2736 —

Mid Blue

C100 M0 Y0 K0 R0 G160 B228 Process Cyan —

Light Blue

C5 M25 Y70 K10 R160 G140 B100 873 Hot foil Kurz 232

Gold

Chivas 18 Guidelines © September 2012

 Brand Assets Colour
16

Proportional palette
The balance of colours for Chivas 18 is crucial.
75% 15% 9% 1%
This palette solely shows the colour proportions
and does not include pattern usage. This is
detailed on the following pages.
Proportional palette

Chivas 18 Guidelines © September 2012

 Brand Assets Property
17

Repeat pattern
The monogram repeat pattern is the
Chivas 18 brand property. As a key
component of the brands packaging,
Fig. 1, the repeat pattern forms the basis
of how the brand should be displayed.

Fig. 1

Fig. 2

Chivas 18 Guidelines © September 2012

 Brand Assets Property
18

Repeat pattern angle

and minimum size
The repeat pattern should always be used
at angle of 35° and the minimum size should
never be smaller than 3.5mm.
35°

Angle

m m
3.5

Minimum size

Chivas 18 Guidelines © September 2012

 Brand Assets Property
19

Repeat pattern colour

and gradient variations
Our property can be used in two ways - mid blue
solid pattern on a dark blue background, or mid
blue solid pattern on a dark blue background with
the dark blue gradient placed over the top.

The dark blue gradient has been designed to Mid blue pattern
adhere to the 20% proportional colour palette.

Mid blue pattern with dark blue gradient

Note
The use of the gradient pattern is favourable
for most applications. However, for small use
and more subtle applications the solid pattern
may be used.

Chivas 18 Guidelines © September 2012

 Brand Assets Property
20

Dark blue gradient asset

This is our dark blue gradient asset. It has a full
transparency channel, and is designed to be
placed over the top of the pattern directly.

When scaling, it has been designed to squeeze

and fit to any oblong shape. Set it to ‘Fit content
to frame’ or similar.

Fig. 1

Note
Artwork files will be supplied in separate layers:
– gradient
– pattern & background
Fig. 2 Fig. 3

Chivas 18 Guidelines © September 2012

 Brand Assets Property
21

Repeat pattern layouts

The examples here give a ‘look and feel’ for how
the Chivas 18 marque sits and works with the
repeat pattern.

Fig. 1

Fig. 2 Fig. 3

Chivas 18 Guidelines © September 2012

 Brand Assets Property
22

Incorrect use of pattern

The brand pattern should always be
used correctly.

Correct use means never using it in

any of the ways shown here.

Must bleed off all sides Must always be at 35º

Must never appear distorted Must never appear broken

Chivas 18 Guidelines © September 2012

Brand Application
 Brand Application Materials
24

Materials
Illustrated here are expressions of materials.

Materials are open for selection; they can be soft

and hard, such as suede, leather or granite that
can be embossed, debossed or engraved.
Dark Blue Rubber
Dark Blue Brushed metal Dark Blue Leather
Where possible, try to look for contrast in
material for a contemporary and premium effect
(e.g. shiny foil on matt/brushed background).

Brushed Gold
Royal Blue Gloss Royal Blue foil

Chivas 18 Guidelines © September 2012

 Brand Application Formats
25

Formats
The formats shown here are only a guide.
They serve as an inspiration when considering
ways in which our brand is applied.

Fig. 1 Fig. 2

Chivas 18 Guidelines © September 2012

 Brand Application Formats
26

Formats

Fig. 1 Fig. 2

Fig. 3 Fig. 4

Chivas 18 Guidelines © September 2012

 Contact Get in touch
27

Contact Please contact your Chivas Brothers International Regional

Manager if you have any queries or problems working with the
Chivas 18 brand.

Thank you.

Tom Dusseldorp
International Senior Brand Manager
Chivas Regal 25 & Chivas 18
tom.dusseldorp@pernod-ricard.com

Chivas 18 Guidelines © September 2012

Chivas 18 Guidelines © September 2012