吉百利牛奶品牌手冊(cè)

1、2W E HOPE YOU LIKE THE USE O F PHOTOGRAPHY, ARTWORK AND TYPOGRAPHY I N OUR BRAND BOOK DOCUMENT. WITHOUT IMAGES W E CANNOT SHOW YOU OUR IDEAS FOR YOUR BRAND.However, whilst every care is taken in putting forward this brand world document, the photos, artwork and typography used are for internal illus

2、tration purposes only to depict our creative thinking and are not obtained under any commercial production licenses and nor are models included as endorsing the brand. They should not be used outside of this document until licence arrangements are put in place.Drawing and designs prepared by bulletp

3、roof are for internal concept purposes only and not for commercial use unless agreed in writing with bulletproof. No warranties or representations are given in relation to merchantability and fitness for particular purposes. Any brand names or logos presented by bulletproof are subject to trademark

4、clearance by the recipient unless agreed otherwise in writing.PLEASE CONTACT U S FOR FURTHER INFORMATION AND PLEASE D O NOT REMOVE THIS NOTICE.305 CHAPTER 1BRAND WORLD11 DESIGN CODES12 Typography13 Illustration & Graphic Shapes14 Spaces & Environments15 Materials & Textures16 Lifestyle Photography17

5、 Product Photography18 KEY BRAND ASSETS18 Primary Assets25 Secondary Assets27 CHAPTER 2PORTFOLIO ARCHITECTURE32 CHAPTER 3MASTERBRAND GUIDELINES33 ASSET OVERVIEW34 SET LOGO LOCKUPS35 Primary Logo Lockups37 Secondary Logo Lockups39 Logo Dos & Donts40 LOGO ELEMENTS41 Overview42 Cadbury Signature Logo43

6、 Cadbury Dairy Milk Type Lockup44 Glass & A Half45 Dos & Donts46 COLOURS47 Primary Colours48 Secondary Colours49 DAIRY MILK PATTERN51 OUR ICONIC CHUNK54 TYPOGRAPHY55 Our Typeface56 Typography Treatment57 ILLUSTRATION58 Set Assets59 COCOA LIFECOMMITMENT60 Cocoa Life Tab61 Cocoa Life Stories62 CHAPTER

7、 4 ASSET USAGE EXAMPLES66 CHAPTER 5ROADTESTING80 CHAPTER 6ASSET LIBRARY88 CONTACTSSJ.N 山 JLNOUBRAND WORLDINTRODUCTIONTHROUGH THESE PAGES W E HOPGETTING T O KNOW THE HEARTBEATTHE DAIRY MILK PERSONALITY.WEVE ALSOOUTLINED SOME DOS AND D O N T S T O FOLLOWWHEN USINGA BEAUTIFULLY COHESIVE STORYW E ALL TE

8、LLINSPIREDB Y THE SPIRIT O F GENEROSITY.AUTHENTICVISIONARYHUMANE YOU ENJOYO F OUR BRAND:BRAND ASSETS, S O THAT TOGETHERDESIGN P R I N C 1PBRAND WORLDCHAPTER 1 BRAND WORLD6INTRODUCTION T OBRAND WORLDA UNIFYINGIDEA THAT DRIVES AESTHETICAND INFORMSTHE TONE O F ALL DESIGN WORK.THE BRAND WORLDGIVES A N E

9、MOTIONAL AND VISCERALSENSE O F THE BRANDS POSITIONING, I T S LOOK AND FEEL.CHAPTER 1 BRAND WORLD7INTRODUCTION T OBRAND WORLDBRAND WORLD COVERS A RANGE O F VISUALS REFLECTING: TONE - OCCASION - LIFESTYLE - PRODUCT -PLACES - TEMPO - KEY BRAND ASSETSCHAPTER 1 BRAND WORLD8CADBURY DAIRY MILK BRAND WORLD

10、IDEA:GENEROUSLIVING TRUE T O THE PROGRESSIVE VISIONO F OUR FOUNDER, B Y ENCOURAGING THE GENEROUSSPIRIT O F AN EXTRA HALF I N EVERYONE.I s CREDIBLE, NOT TRADITIONALDESIGN CODESHERES WHERE OUR GENEROUS SPIRIT COMEST O LIFEFROM TYPOGRAPHY AND ENVIRONMENTS,T O PHOTOGRAPHY AND ILLUSTRATION.BRAND WORLDCHA

11、PTER 1 BRAND WORLD12Weve hand-drawn and carefully crafted all our bold type treatments to look familiar, wholesome and a little bit playful. And yes were proud of the smudgy bits and other imperfections, because were all about being human and real. Our mix of upper and lower case shows were bold and

12、 proud, yet friendly too.PERFECTLY IMPERFECTTYPOGRAPHYBOLD & IMPACTFULVisually, we use clean, simple graphic treatments and hand-created illustrations that pack a bold, iconic punch. We search our rich archive for hidden gems and lovingly re-illustrate them to be fresh and contemporary.CHAPTER 1 BRA

13、ND WORLDILLUSTRATION & GRAPHIC SHAPESCHAPTER 1 BRAND WORLDSPACES &ENVIRONMENTSThese are bright, modern and welcoming spaces where we live and breathe the generous spirit of Cadbury Dairy Milk. Natural and organic materials create inviting, aspirational surroundings that people love hanging out in 一

14、no matter how big or small.CHAPTER 1 BRAND WORLDMATERIALS & TEXTURESTactile, handcrafted materials evoke creativity, warmth and inspiration. Were talking white-painted brickwork, natural and painted recycled woods, plants and other hints of nature, hand-painted and etched glass, brushed concrete, go

15、ld leaf pattern, and the purposeful use of purple and gold.CHAPTER 1 BRAND WORLDLIFESTYLEPHOTOGRAPHYWe see the world in a positive light, and we capture the meaningful connections and moments that celebrate the spirit of generosity. This means celebrating everyday, real connections, shared experienc

16、es, rituals that transcend different cultures, and naturally, engagement with our chocolate (which sits at the centre of these moments).CHAPTER 1 BRAND WORLDPRODUCT PHOTOGRAPHYThe products we photograph include complete packs, our Iconic Chunk, and our product ingredients. We always shoot our chunk

17、and cameo ingredients from above, with tasty crumbs and other little imperfections that make them look mouthwateringly real.Our signature Cadbury Dairy Milk photography style is topdown where appropriate, with soft shadows and highlights. For more on this, have a look at the photography section of o

18、ur Cadbury Dairy Milk Pack Guidelines.18PRIMARYBRAND WORLDCHAPTER 1 BRAND WORLDPRIMARY COLOUR PALETTECadbury Purple adds quality and detail to our bold visual tone. White showcases our generosity through the goodness of milk. And a small hint of Cadbury Gold is a familiar reassurance of trust.CHAPTE

19、R 1 BRAND WORLDSECONDARY COLOUR PALETTEFor this palette, we use bright, yet natural colours that feel tasty and real. We take additional colours directly from our flavour variant packs. Each colour is specific to a flavour variant, and should be used exclusively for that product.CHAPTER 1 BRAND WORL

20、D21CADBURY SIGNATUREInspired by the archives at Bournville, our new wordmark is a beautifully recrafted signature, drawing influence from the hand of John Cadbury and those that followed in hisWe use it boldly and confidently for optimum modernity.footsteps. Less weighty than our previous mark, it a

21、lways sits in either Cadbury Gold or Purple.CHAPTER 1 BRAND WORLD22DAIRY MILK TYPE LOCKUPWeve recrafted our Dairy Milk type lockup for a more authoritative but playful, down-to-earth look. Weve taken care to keep its familiar memory structures, and made it upper-case for standout, evoking Dairy Milk

22、 packs from 1905 all the way through to the 2010s.CHAPTER 1 BRAND WORLDGLASS & A HALFA powerful visual shortcut for showcasing our spirit of generosity through the goodness of milk, our Glass & a Half is a key brand asset. When pouring into our Iconic Chunk, it becomes emotionally engaging and bring

23、s a real sense of ownability to our chocolate. Its proud, meaningful, and can also be cropped where appropriate.CHAPTER 1 BRAND WORLD24OUR ICONIC CHUNKOur chunks always been recognisable and iconic, so its something were truly proud to reintroduce. Used to drive trust, credibility, taste and realnes

24、s, its predominantly shot top-down, drawing direct inspiration from a piece of heritage material we uncovered in the Bournville archives.There will be instances when the angle of the shot will need to vary but this should be as a last resort.The chunk is used to drive taste appeal and is a symbolic

25、mark of quality, the shape transforming over the years.CHAPTER 1 BRAND WORLD26THE CDM PATTERNWe use our CDM pattern asset as a discoverable element to signify quality and craft throughout the Cadbury Dairy Milk world.With a print finish on-pack that shimmers and reflects when held in the hand, its a

26、 striking asset we can dial up and down as required.EXAMPLES OF USAGE: Core Dairy Milk packaging Possible uses for gifting and elevated offerings Dairy Milk-specific messagingBRAND WORLD. _ ,、- ，*THE CHUNK & RIBBONOur Ribbon & Chunk first appeared in 1905 on the very first pack of Dairy Milk. Weve l

27、ovingly re-illustrated this lockup to make the chunk and pour even more iconic, while staying true to the ribbon in a refreshingly modern way.EXAMPLES OF USAGE: Cropped and oversized to maintain modernity Smaller sizes to talk about our Glass & a Half story Offline retail spaces and environments Sec

28、ondary shorthand to Dairy Milk Secondary sign offsCHAPTER 2PORTFOLIO ARCHITECTURE29PORTFOLIO ARCHITECTURE R T F O L I O A R C H IT E C T U R ECADBURY DAIRY MILKTHE HEARTLAND O F THE CADBURY PORTFOLIO,MADE WITH CADBURY DAIRY MILK CHOCOLATE.THE PUREST EXPRESSION O F THE CADBURYBRAND,THESE PRODUCTS HER

29、O CADBURY DAIRYMILK CHOCOLATE FIRST AND FOREMOST.THIS SEGMENT I S EXCLUSIVELY FOR PRODUCTSCHAPTER 2 PORTFOLIO ARCHITECTURECADBURY DAIRY MILKOur Global Iconic Cadbury portfolio ensures Dairy Milk leads and is as consistent and prominent across all versions, from core to co-branding and limited time o

30、ffers. For more in-depth guidance on packaging please refer to the CDM packaging guidelines.CHOCOLATEOAI*V MILR MILK CHOCOLATt WITH HICO Of PIANVT, CRUNCHV SALTID CARAMtL，MONIVCOMBCIAOIC OIV MUM MIIK CHOCOl ATIpe祀r 迦TTLEOAIIT MILK MILN CHOCOLATI WITH CHOC rLAVOUBID C(MI. IMOAtH fLOW)N4 eAMAMtl k iis

31、cvit picksDAIRY MILK(Sildtvuf DAIRY MILKDAIRY MILKDAIRY MILKDAIRyMILK (QldtVvuDAIRyMILK2. FLAVOUR VARIANT3. VARIANT LTO4. CDM BRAND5. CADBURY BRANDDairy Milk combinedA ,Limited TimeA sub-brand createdWhen Dairy Milkwith deliciousOffering of uniquespecifically for Cadburypartners with anotheringredie

32、nts.flavour profiles.Dairy Milk.Cadbury brand.301. PLAINOur signature Dairy Milk chocolate6. CO-BRANDWhen Dairy Milk partners with a stand alone brand.4. CDM BRANDA sub-brand created specifically for Cadbury Dairy Milk.5. CADBURY BRANDWhen Dairy Milk partners with another Cadbury brand.6. CO-BRANDWh

33、en Dairy Milk partners with a stand alone brand.1. PLAINNothing but our signature Dairy Milk chocolate.2. FLAVOUR VARIANTDairy Milk combined with delicious ingredients.3. VARIANT LTOA ,Limited Time Offering of unique flavour profiles.CHAPTER 2 PORTFOLIO ARCHITECTURECADBURY DAIRY MILKOur Global Iconi

34、c Cadbury portfolio ensures Dairy Milk leads and is as consistent and prominent across all versions, from core to co-branding and limited time offers. For more in-depth guidance on packaging please refer to the CDM packaging guidelines.31CHAPTER 3MASTERBRAND GUIDELINES 岳/GIBSONAUTHENTIC VISIONARY HU

35、MANTYPOGRAPHYILLUSTRATIONCDM PATTERNTONE OF VOICECHAPTER 3 MASTERBRAND GUIDELINES33DAIRy MILKCadbury Signature LogoCadbury Dairy Milk Type LockupGlass & a HalfCADBURY DAIRY MILKLOGOS & ELEMENTSPRIMARY COLOURSICONIC CHUNKCOCOA LIFE COMMITMENTSJ-LUSSV aNVHttAHVaNOoLUsslLUssv aNVHttAHVS-Hd$ TERBRAN AG

36、Un A I D VDAIK YLOGO LOCKUPSMASTEKBKAND GUIDELINESCHAPTER 3 MASTERBRAND GUIDELINES35PRIMARYLOGO LOCKUPSOur crafted Primary Logo lockups combine all of our key elements - the Cadbury Signature Logo, Dairy Milk type lockup, the Glass & a Half and our Iconic Chunk.These should where possible be used ac

37、ross all off-pack touch points including: Advertising Comms & posters OnlineWe want to use our branding boldly and confidently so in certain instances you wont have space or wont need the Primary lockup with the Glass & a Half and chunk. In these cases use the secondary logos.1. Primary Landscape Lo

38、ckup泌3. Primary Extreme Landscape Lockup - StackedDAIRYMILK2. Primary Portrait LockupDAIRY MILKAll the lockups shown here are fixed assets. Only the pour length of the Glass & a Half can be altered.CHAPTER 3 MASTERBRAND GUIDELINESPRIMARYLOGO LOCKUPSCLEAR SPACEFollow the clear space marked by X, the

39、distance between the Cadbury a and Dairy Milk A.MINIMUM SIZEFor all the variations of the lockup, the minimum size is based off the width of the Cadbury Signature which should be minimum 15mm width.362. Primary Portrait Lockup1. Primary Landscape Lockup3. Primary Extreme Landscape Lockup - Stacked D

40、AIR/MILKQAIRT MILKAll the lockups shown here are fixed assets. Only the pour length of the Glass & a Half can be altered.CHAPTER 3 MASTERBRAND GUIDELINESSECONDARYLOGO LOCKUPSWhen you wont have space or wont need the Primary lockup with the Glass & a Half and chunk, use the secondary logos.Here, we a

41、lso have an extreme landscape lockup (4). This can be useful for smaller shelf edges but should be used only in small spaces when absolutely necessary. Options 1-3 are preferred.1. Secondary Landscape LockupDAIRY MILK2. Secondary Portrait LockupDAIRY3. Secondary Extreme Landscape Lockup4. Secondary

42、Extreme Landscape Lockup - Linear例做ty DAIRYMILKDAIRYMILKAll the lockups shown here are fixed assets. Only the pour length of theGlass & a Half can be altered.37CHAPTER 3 MASTERBRAND GUIDELINESSECONDARYLOGO LOCKUPSCLEAR SPACEWhen stacked, the clear space is drawn from the distance between the Cadbury

43、 a and the Dairy Milk A. This guide applies to all sides of the logo with the exception of the Glass & a Half pour. The pour should run off an execution, into a flow of milk or into another element.In the linear lockup (4), the clear space is based on the vertical counter size of the d in Cadbury.MI

44、NIMUM SIZEFor all the variations of the lockup, the minimum size is based off the width of the Cadbury Signature which should be minimum 15mm width.SMALL USE LOGOSFor instances where any of the secondary logos need to appear below their recommended minimum size, a suite of small use logos has been d

45、eveloped. These logos have been optimised for best legibility at smaller scales. The clear space guides are different from the master scale logo versions, a 3mm equal distance from each side of the logo, with the exception of the Glass & a Half pours which are flexible. Find these in our Asset Libra

46、ry on page 90.1. Secondary Landscape Lockupi * *mi nymhX；2. Secondary Portrait LockupOAinyMILK3. Secondary Extreme Landscape Lockup4. Secondary Extreme Landscape Lockup - Linear38All the lockups shown here are fixed assets. Only the pour length of the Glass & a Half can be altered.CHAPTER 3 MASTERBR

47、AND GUIDELINESLOGO LOCKUPSDOS & DONTSAlways scale the logos as one unit. Use the lockups provided if you want all the logo elements to appear as one asset.39Dont skew any of the elements.Dontapply any texture to the logos.Dont rotate or skew any of the elements within the lockup.M従DAIRY MILKDAinyMIL

48、KDont create your own lockup using the logo elements. In this example, the landscape logo should be used instead.DAIRY MILKDontchange the colour of the Dairy Milk type or Glass & a Half. They should always look like milk - white and fresh.DAIRY MILKLOGOSJ f _- fELEMENTSRBRANO G UMASTERBRAND GUIDELIN

49、ESCHAPTER 3 MASTERBRAND GUIDELINESLOGO ELEMENTSOur logo is flexible as it is made up of individually recognisable parts. The flexibility is necessary to facilitate the range ofenvironments, merchandise and POS which will need to be linked to the Cadbury Dairy Milk brand in different ways.Here are th

50、e component elements of our logo. Samples of creative usage can be seen on page 65 in our Visual System section.1CADBURY SIGNATURE LOGO2CADBURY DAIRY MILK TYPE LOCKUPw413GLASS & A HALFTCHAPTER 3 MASTERBRAND GUIDELINES42LOGO ELEMENTS - 1CADBURY SIGNATURE LOGOInspired by the archives at Bournville, ou

51、r new wordmark is a beautifully recrafted signature, drawing influence from the hand of John Cadbury and those that followed in his footsteps.We use it boldly and confidently for optimum modernity.COLOURAcross the Cadbury Dairy Milk portfolio, the Cadbury logo should ideally appear in Cadbury Gold,

52、Cadbury Gold Gradient, Gold foil or Cadbury Purple. Gold logos should ideally be placed on Cadbury Purple.USEThe Cadbury Signature Logo should appear on all Cadbury touch points including: On pack Advertising Comms & posters Online & social profilesCLEAR SPACEThe clear space around the logo is drawn

53、 from the counter of the d. In more illustrative executions, the clear space can be reinterpreted to suit the communication.MINIMUM SIZE - 15MMThe Master Cadbury Signature logo should not be used below 15mm wide.SMALL USE LOGO - .，： -* DAIRY MILK COLOURSCHAPTER 3 MASTERBRAND GUIDELINES47PRIMARY COLO

54、URSCADBURY PURPLEOur signature Cadbury Purple is our best recognised brand colour. This colour should be present in communications wherever possible.CADBURY GOLDOur mark of quality can be a flat colour or a Gold foil, or as a gradient for digital.WHITEA core colour for Dairy Milk because of its repr

55、esentation of milk. It is always used in our Glass & a Half pour.CADBURYLAB:CMYK:PANTONE:RGB:PURPLEL22.8 A30 B-45.9C93 M100 Y0 K152685 CR64 G35 B121CADBURY GOLDLAB:L81 A7 B46CMYK:WHITE SUBSTRATE C0 M20 Y60 C10CMYK:SILVER SUBSTRATE C0 M25 Y75 K0KURZ FOIL:1 - . .-KURZ LUXOR 418PANTONE:PANTONE:RGB:7508

56、 CPREMIUM METALLICR211 G181 B10110125 CCMYK:RGB:LAB:A-1 B29MID L84POINTA5 B47LIGHT POINT CO M7 Y38 K0DARK POINT R196 G165 B87CADBURY GOLD GRADIENTMID POINT C0 M17 Y60 K7DARK POINT C0 M25 Y70 K23MID POINTR231 G203 B122LIGHT POINT R251 G236 B179DARK POINT L71 A8 B48LIGHT POINTL93WHITELAB:CMYK:RGB:L100

57、 A0 B0C 0 M 0 Y 0 K 0R 255 G 255 B 255CHAPTER 3 MASTERBRAND GUIDELINES48SECONDARY COLOURSCADBURY DARK PURPLEUse this on Cadbury Purple as an accent colour.CADBURY DARK PURPLELAB:L16 A28 B-42CMYK:C93 M100 Y0 K40RGB:R 48 G 30B100MASTERBRAND GUIDELINES.- ，：一 - . * P* - - - -F - -* DAIRY MILK PATTERNCHA

58、PTER 3 MASTERBRAND GUIDELINES50DAIRY MILK PATTERNWe use our CDM pattern asset as a subtle discoverable element that adds quality and craft throughout the Dairy Milk world. It is applied to all core Dairy Milk packaging and can be used on communications where Cadbury Purple needs to link to Dairy Mil

59、k - like across Dairy Milk gifting.The pattern should be used subtly, and can be knocked back behind text.SIZEThe pattern should be scaled to suit the application. Too small and it looks too traditional, but too big and it becomes overpowering.It should appear at a consistent size if you are creatin

60、g applications of the same dimensions.COLOUR TREATMENTThe pattern asset should be used in a limited number of colourways:1. Simulated purple gradient on Cadbury purple2. Cadbury dark purple on Cadbury purple3. Simulated gold gradient on whiteWhen used as a background, the pattern should never interf