beerinatube

identity guidelines
October 2008 C R E A T I V E M E D I A

T: 0191 272 2621

identity :
full colour logo
The beerinatube logo represents the company and beer tube product itself as well as

a modern alternative way to drink that empowers the user with self-service.

Applying the rules of the new identity uniformly and consistently across all media will

ensure the brand is perceived effectively.

Logo in full.

This is the full version in full colour of the logo. The large grey ‘b’ tube can be used

as a background and text overlaid if necessary (signs for example). The overlaid text

should be black. The light grey element should be used when space is available and

should not be used in very small areas unless the it is bleeding or running out of the

area. The top should always be bleeding off the edge or area.
identity :
full greyscale logo
Wherever possible the full colour version of the logo should

be used. If this is not possible the mono versions in positive and negative

(negative with no larger element) here should be used.

element and size rules:

The logo can be scaled to any size above 50mm but care must be taken on smaller sizes. The ‘b-tube’ logo element can be used seperately if nessessary but must be at a
If the logo area is below 30mm the larger ‘b-tube’ elements should not be used to ensure 90Degree upright angle.
readability. If below 20mm the type must be turned to a 90Degree angle flat.

E.G.: The grey ‘b-tube’ background element within

the logo should should always bleed off the top of the
page or area at the correct 45Degree angle. If this is
not possible the element should not be used. This also
goes for the element being used singularly.

The grey ‘b-tube’ background element within the logo should should always bleed off the For particular promotional items (signs etc. to be read from a distance ) the the logo can be

top of the page or area at the correct 45Degree angle. If this is not possible (for instance stripped of the ‘b-tube’ elements for reasons of size and effectiveness. If the 45Degree angle

underneath text) the element should not be used. This also goes for the element being used is awkward for the design then area then the a 90Degree flat can be used to gain space.

singularly.
colours
One colour, four greys and black have been chosen as the beerinatube corporate colour

scheme and these must be strictly adhered to throughout all media.

Pantone and CMYK are the print industry standards for colour match and RGB and WEB

(Hex) colours are included for digital and online work.

ORANGE DARK GREY

PANTONE COATED: 165C PANTONE COATED: 446C
WEB: # FF5F00 WEB: # 3D4242
RGB: R255G95B0 RGB: R61G66B66
CMYK: C0M77Y100K0 CMYK: C70M60Y59K45

BLACK MID GREY

PANTONE COATED: PROCESS BLACK C PANTONE COATED: COOL GREY 11C
WEB: # 000000 WEB: # 676767
RGB: R0G0B0 RGB: R103G103B103
CMYK: C75M68Y67K90 CMYK: C59M51Y51K20

LIGHT GREY
VERY LIGHT BACKGROUND ELEMENT GREY
PANTONE COATED: 423C
PANTONE COATED: COOL GREY 1
WEB: # 939495
WEB: # E2E2E2
RGB: R147G148B149
RGB: R226G226B226
CMYK: C45M37Y36K2
CMYK: C10M7Y8K0
BLACK TINT: 6%
other elements

The url of http://www.beerinatube.com should be shortened and the this logo used wherever possible. The www has been

taken out as it is considered not needed i.e: you don’t need the word ‘Earth’ at the end of your home address. The url will

work without the www’s in any case.

This element is taken from the logo design and depicts more of a graphical representation of a beer tube and can be used

in explanations in advertising and animation etc.

SUPPORTING TYPEFACE.

Helvetica has been chosen for it’s neutrality against the strong typographical branding and for its available live use on the internet.

Helvetica Regular in the beerinatube mid grey should be used for all normal type with a good size line height as seen here.

Helvetica Bold in black for headlines. Helvetica Bold in Orange for Highlighting words or html links.
 www.edot3.com

C R E A T I V E M E D I A