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identi ty gu idel ines

William crawford and william beamish started brewing stout in 1792.

That makes beamish stout over 220 years old.

much has changed in these two centuries but, In keeping with this amazing

heritage and brewing tradition, the new beamish brand's mission is still

to brew premium quality, original irish stout out of only 100% natural

ingredients sourced from irish suppliers.

Our vision is to become ireland's leading craft stout brewery.

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the beamish brand manual is designed as an easy-to-follow guide that communicates the

brand identity and helps you use the critical components of this manual effectively and

correctly. The various elements of the identity system are illustrated, and their specific

usage is described to be relevant to a wide range of communication applications. The

effectiveness and success of the corporate identity, however, depends entirely on its consistent

implementation. It is imperative to adhere to these guidelines to ensure that the brand

continues to convey its message of being a premium craft stout brand, to all its audiences.

At the same time, there is scope for flexibility in certain applications.

introduction

Ceo william hayes

marketing director thomas o riley

design enigma studio

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1.0 SIGNATURE

contents

1.1 Signature Architecture

1.2 Clear Space & Minimum Size

1.3 Signature Variations

1.4 Logo Colour Palette

1.5 Unacceptable Uses

2.1 Color Palette

2.2 Typography

2.3 Photography

2.4 Tone of Voice

3.1 Stationery

3.2 Packaging

3.3 Ephemera

3.4 Vehicle Livery

2.0 brand elements 3.0 Applications

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1.0 SIGNATURE

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1.1 SIGNATURE architecture

SYMBOL

LOGOTYPE

A signature is an entity composed of a symbol and a logotype arranged in a specific and balanced configuration.

The Beamish signature is the product of proportional and specifically aligned elements. It is imperative that the signature is used as specified in this manual. Altering of any of the elements in the signature art-work is prohibited.

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1.2 Clear space & minimum size

To ensure that the Signature is clearly visible and eas-ily distinguishable, an area of clear space is required all around the Signature to keep it free from any other visual distraction or interference.

In both the vertical and horizontal presentations, the clear space should be equal to the height of the smaller lozenge element in the symbol.

In order to maintain full legibility of the Signature it must not be reproduced below a certain size.

The minimum size of the Signature for printed materials is 34 mm x 25 mm. For online applications, the logo should never appear smaller than 106 x 74 pixels at 72 dpi.

MINIMUM

PRINT SIZE

34 mm / 106 px

25 mm / 74 px

CLEAR

SPACE

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1.3 SIGNATURE variations

When space or size is an issue the full signature can be substituted by the symbol on its own (A).

We have also prepared a simplified version of the signature (B) that is based around the logotype and a stamp version of the symbol (C) that can be useful for promotional materials.

Clear space restrictions apply. B

A

C

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The colors of the Beamish signature are simple: Rich Black like the deep color of our stout (to be used on light backgrounds) and Soft White like the delicate head of a fresh pint (to be used on dark backgrounds).

The logo must always have good contrast with the background to ensure maximum impact and legibility.

1.4 Logo Colour palette

PANTONE BLACK CC75 M68 Y67 K90

R 0 G 0 B 0

C0 M1 Y1 K0R 254 G 254 B 250

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1.5 unAcceptable uses

Incorrect use of the Beamish logo compromises its integrity and effectiveness. The examples of logo mis-use presented here are not comprehensive; they are only a small sample of possible misuses of the Beam-ish logo.

To ensure accurate, consistent reproduction of the Beamish logo, never alter, add to, or attempt to recre-ate it. Always use the approved digital artwork.

DO NOT STRETCH OR NARROW THE LOGO DISPROPORTIONATLY

DO NOT CHANGE THE COLOR OF THE SIGNATURE OR USE

PATTERN FILLS

NEVER USE THE SIGNATURE ON IMAGES/PATTERNS THAT DO NOT

HAVE SUFFICIENT CONTRAST TO ENSURE READABILITY

DO NOT CHANGE THE PROPORTIONS OF THE SIGNATURE ELEMENTS

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2.0 brand elements

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2.1 color palette

The primary color palette associated with the Beam-ish brand is BLACK and WHITE and all the shades in between. This palette was inspired by the decadent colors of the stout itself.

To allow for variety and flexibility in promotional mate-rials and packaging, we have put together a support-ing colour palette. These colors can be used in any combination as long as the integrity of the brand is not diminished. It is suggested that the colors be used as an addition to the black and white color palette, to create emphasis or set a tone rather than take center stage.

Please note: The colors shown throughout this manual are not necessarily accurate representations due to limitations of the printer. Always refer to actual color swatches when matching colors.

PANTONE BLACK CC75 M68 Y67 K90

R 0 G 0 B 0

PANTONE DS 126 1CC22 M100 Y73 K12

R 176 G 31 B 62

PANTONE DS 241 1CC71 M41 Y46 K11R 83 G 120 B 123

C0 M1 Y1 K0R 254 G 254 B 250

PANTONE DS 137 1CC51 M86 Y52 K49R 85 G 36 B 57

PANTONE BLACK C 20%C15 M14 Y13 K18R 204 G 204 B 204

PANTONE DS 315 1CC59 M42 Y100 K38

R 85 G 92 B 38

PANTONE BLACK C 60%C45 M41 Y40 K54

R 102 G 102 B 102

PANTONE DS 32 1CC13 M73 Y95 K2R 201 G 95 B 45

PANTONE BLACK C 40%C30 M27 Y27 K36R 153 G 153 B 153

PANTONE DS 5 1CC1 M42 Y99 K0

R 248 G 161 B 30

PANTONE BLACK C 80%C60 M54 Y54 K72

R 51 G 51 B 51

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2.2 TYpography

Typography can be a powerful brand tool when used consistently. We have chosen a set of three custom typefaces, that best represent our brand and express our values, to be used for promotional purposes.

CUBANO is a good typeface to be used for headings and bold statements.

CALGARY SCRIPT is good for subheadings and sec-ondary messages.

BLANCH CAPS is meant for body copy on promo-tional material.

All typefaces are available for download on www.beamish.ie/corporate/typefaces.

the quick brown fox jumped over the lazy dog! 1234567890

the quick brown fox jumped over the lazy dog! 1234567890

The Quick Brown Fox Jumped Over The Lazy Dog! 1 2 3 4 5 6 7 8 9 0

CUBANO

CALGARYSCRIPT OT

BLANCH CAPS

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2.2 Typography ctnd.

To ensure consistency throughout our corporate com-munications we have chosen FUTURA LT to be our representative typeface. FUTURA LT is a contemporary, simple and readable typeface, suitable for many types of communications. It offers a variety of weights and styles and gives room for expression and creativity.

All corporate (both internal and extarnal) correspond-ence should be set in this typeface.

All typefaces are available for download on www.beamish.ie/corporate/typefaces.

The Quick Brown Fox Jumped Over the Lazy Dog! 1234567890

The Quick Brown Fox Jumped Over the Lazy Dog! 1 2 3 4 5 6 7 8 9 0

The Quick Brown Fox Jumped Over the Lazy Dog! 1234567890

The Quick Brown Fox Jumped Over the Lazy Dog! 1234567890

Futura LT Bold

Futura LT Heavy

Futura LT Regular

Futura LT Light

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2.3 photography

Photography is a powerful and dynamic tool. The imagery we use should communicate our core brand message and help portray Beamish as a premium craft stout brand with over two centuries of brewing experience.

Photography Guidelines:

• Only use high contrast black & white imagery• Only use images that are relavant and add value• Only use high quality images and reproduce at

print quality of min. 300 dpi

We have put together an extensive library of images that are ready to use and are are available for down-load on www.beamish.ie/corporate/photography.

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2.4 tone of voice

The tone of voice is simply the ‘personality’ of our brand as expressed through the written word. The tone of voice governs what you say in writing, and how you say it. Establishing a proper ‘voice’ gives an impression of solidity, trustworthiness and honesty and makes communication congruent.

The Beamish Brand Tone of Voice:

• Honest• Passionate• Friendly• Crafty

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3.0 applications

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3.1 stationery

Stationery is a primary means of communication and it is essential that every application be a consistent reflection of our identity. All corporate stationery has been designed to promote the brand. Please ensure you use the appropriate templates when reprinting any stationery items.

All stationery is produced with black ink only. No other colors are used in any stationery application for the Beamish brand.

The typeface for any written communication is Futura LT set at 10 pt.

Microsoft Word letterhead and compliment slip tem-plates are available for download from www.beam-ish.ie/corporate/templates.

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3.1 stationery cntd.

Our envelopes also represent and promote our brand. Please ensure you use the appropriate templates when reprinting any stationery items.

Templates are available for download from www.beamish.ie/corporate/templates.

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3.1 stationery cntd.

The business card is an important expression of the brand and is a frequently used communication item.

Our businesscards have been carefully designed to represent our brand. Please refer to the template provided in our downloads section when reprinting, reproducing or creating new cards.

Templates are available for download from www.beamish.ie/corporate/templates.

80 mm

50 mm

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3.2 Packaging

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3.3 Ephemera

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3.2 ephemera Ctnd.

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3.4 vehicle livery

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For questions and queries regarding the Beamish Brand please contact the Marketing Department:

T: +353.21.9267845F: +353.21.9260840E: marketing@beamish.ie

To download corporate guidelines, typefaces, document templates and other materials go to:

www.beamish.ie/corporate