TUBORG 4G Executional Guideline

Jan 2017. v1.

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“STAGNATION
IS DECLINE”
Philip W. Heyman
Founder of Tuborg

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Welcome to the refreshingly new and vibrant identity.

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Contents
1. Brand Marks..................................... 5
1.1 Brand Marks.......................................... 6
1.2 Logo Type.............................................. 7
1.3 Colour Variations................................. 8
2. Typeface........................................... 9
2.1 Primary Typeface......................... 10-11
2.1 Secondary Typeface.................... 10-11
2.1 Numbers Typeface....................... 10-11
2.2 Correct Use......................................... 12
3. Colours ........................................... 13
3.1 Brand Colours..................................... 14
4. Brand Assets .................................. 15
4.1 Brand Assets........................................ 16
4.2 Pulse Lines and Texture Lines.......... 17
4.2.1 Label Clockman............................18-19
4.2.2 Product Shot.......................................20
4.2.3 1800-Stamp......................................... 21
4.2.4 Product Shot Photography.............22
5. Photography ................................. 23
5.1 Photography.......................................24
5.2 Filter......................................................24
5.3 Pulse Lines...........................................25
5.4 Single Image........................................26
5.5 Multiple Images.................................. 27
6. Messaging System ....................... 28
6.1 Messaging System..............................29
7. Appendix ....................................... 30
7.1 Photography Filter Guidelines. 31-39
8. Practical Info ................................ 40
8.1 Exceptions........................................... 41
8.2 Downloade Info..................................42
8.3 Brand Guardian Approval.................43
8.4 Contact Info........................................44
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1. Brand Marks

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1.1 BRAND MARKS

Brand Mark Label Clockman

Our brand mark links the Clockman shape and brand Our Label Clockman is Tuborg’s primary
name creating an ownable and distinctive brand mark. packaging logo.

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1.2 BRAND MARKS - LOGO TYPE
Brand Mark
Our primary logo links the Clockman
shape and brand name creating an
ownable and distinctive brand mark.
This primary mark should be used
wherever possible.
OPEN FOR MORE
Brand Mark - Open For More
In all our communications we will
naturally have our Brand mark and tagline
(Dark markets aside). We use our Open
For More Brand Mark on communications
that do not show these (i.e. Photographic
posters that don’t feature the bottle and/
or our tagline).
Bombastic Heritage Logo
Our bombastic heritage logo can be
used as a shorthand for our Label
Clockman. It reinforces our Danish
credentials, for this reason it should
not be translated. This version would
normally only be used when there is
a Clockman present elsewhere.
Secondary Bombastic Logo
Our bombastic logo is a secondary
mark that should only be used if we
have limited space available or need
a very simple execution.
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 1.3 BRAND MARKS - LOGO TYPE - COLOUR VARIATIONS

Blue on Green White on Green Green on Blue

(Packaging only)

If the logo is to be used across imagery or a multi-

coloured surface, the most contrasting colour should
be used to ensure maximum legibility.

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2. Typeface

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2.1 TYPEFACES

MUSEO
Primary Typeface
Museo Sans is a robust, geometric, highly legible sans serif
typeface. Classic yet modern it echoes the font used by
the brand in the first half of the 20th century, which is still
present on the brewery today.

SANS CYRL 900

Museo Sans 900 should be used for headlines but never
body copy. Headlines should always be in caps.

Secondary Typeface
Museo Sans 700 should be used for body copy but never
MUSEO SANS CYRL 700
headlines.

Museo typeface can be downloaded from: http://www.cufonfonts.com/en/search/museo%20sans

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2.1 TYPEFACES

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 NOW
2.2 TYPEFACES - CORRECT USAGE

Correct and consistent use of our typeface is integral to

building our brand recognition.

The type should sit in front of all pulse lines and graphics.

JUST
The type should sit behind the product shot if there is one
present. This gives the image depth and keeps Tuborg’s
hero bottle at the front of any design.

£12
ON SELECTED 24x33cl TUBORG
BOTTLE MULTIPACKS

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3. Colours

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3.1 COLOUR

We are a green brand. Green should always be our

dominant colour with our electric blue used to create
contrast, energy and movement within the brand world.

PMS 369 PMS 369 PMS 369

+ 12% P286 + 22% P286

CMYK 63 - 0 - 100 - 0 CMYK 68 - 0 - 100 - 9 CMYK 72 - 0 - 100 - 17

RGB 100 - 167 - 11 RGB 88 - 151 - 11 RGB 78 - 138 - 10

* Detailed info about pattern line colours on

GREEN LINES* BLUE LINES*
various touchpoints will follow in Guideline v. 2.
Use existing Packaging and POS templates for
reference of pattern lines on each type respectively.

PMS 286

CMYK 100 - 75 - 0 - 0
RGB 0 - 51 - 160

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4. Brand Assets

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4.1 BRAND ASSETS

Icons Trade Mark

A distinctive and ownable set of icons that build on the Adds Danish provenance and authenticity, originally
electric pulse concept. existing on early packaging.

1880
ENJOYED SINCE

A EUROPEAN
TRADITION
COPENHAGEN

Clockman and Pulse Lines Heritage Stamp Brand Statemen

Our Clockman and pulse lines are our primary assets.
Reinforces our European origins and brewing tradition.
Please note this is a global core brand mark and so
should never be translated or adapted locally.
Translates as “Stagnation is decline” A quote from
Phillip W. Heyman - the founder of Tuborg . This
reflects the energetic, youthful spirit of the brand.
Please note this is a global core brand mark and
so should never be translated or adapted locally.
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4.2 BRAND ASSETS - PULSE LINES AND TEXTURE LINES
The electric pulse lines form the basis of Tuborg’s
visual identity, they can adapt to fit all touchpoints
within our brand world.
The electric pulse lines should always radiate from
the clockman shape (whether this is a 2D graphic
4.2.1. Pulse Lines Label Clockman
or a label on packaging) and always appear in our
electric blue colour (PMS 286).
The texture lines communicates energy rippling
outwards. They complement the PULSE LINES
on most exectutions and gives the design depth.
4.2.2. Pulse Lines Product Shot 4.2.3. Pulse Lines Product Shot - Photography
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4.2.1 BRAND ASSETS - PULSE LINES - LABEL CLOCKMAN

The Label Clockman is the purest expression of

our brand, and this depiction of it at the centre
of our world, radiating the pulse, is a metaphor
for our whole brand idea.

Our electric blue (PMS 286) pulse lines radiate

outwards following the shape of the Label
Clockman.

Pulse Lines
Our electric blue pulse lines create
energy and motion, building a distinctive
look for the brand.

Texture Lines

As the pulse lines dispurse they create a

green on green texture (PMS 369 & 369
80%), this gives the design depth and
communicates energy rippling outwards.

Detailed info about pattern line colours

on various touchpoints will follow in
Guideline v. 2. Use existing Packaging
and POS templates for reference of
pattern lines on each type respectively.
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4.2.1 BRAND ASSETS - PULSE LINES - LABEL CLOCKMAN

Examples of our Label Clockman at the centre of our world.

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4.2.2 BRAND ASSETS - PULSE LINES - PRODUCT SHOT
When the Clockman is part of a product shot our graphic
pulse pattern should be used, the pattern should radiate
from the Clockman on the product. This symbolizes
the affect the pulse has on the world surrounding the
product, drawing attention to our pimary product shot
and creating a distinctive look on shelf.

Packaging Promotions POS

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4.2.3 BRAND ASSETS - 1800 STAMP

Generally the ‘1880 stamp’ is a secondary devise.

On primary packaging the ‘1880 stamp’ colours

are greens only in other to emphasize it being
a secondary device on the small surface. On
Secondary packs it is still a secondary element
but set in blue as the medium can carry it.

Generally ‘1880’ sits at top on packaging,

vs bottom on POS and Posters.

‘1880 stamp’ is always a ‘secondary’ element, and

never a tertiary element, i.e. it should be left out
on e.g. POS compositions with two higher ranking
elements (e.g. product and promo device). Priority
is then given to what is being promoted, and
keeping the execution reasonably single minded.
Where format would bring too much attention to
‘1880 stamp’, even when only a secondary device,
the stamp is not used but ‘1880’ is writing out as it
is also on top of secondary packs.

Can 24x33cl pack POS

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4.2.4 PRODUCT SHOT - PHOTOGRAPHY

The graphic stripes can be replaced with

photographic images to add context where possible.
All photography should have the Tuborg filter applied
(See section 5. Photography).

As with the graphic treatment the pulse lines should

start with the Clockman and affect the photography/
world around it.

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5. Photography

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5.1 PHOTOGRAPHY

Our photography should always be authentic

and look to capture real emotions or moments,
never staged.

5.2 PHOTOGRAPHY - FILTER

Photography is given a green and blue treatment

using a pre-set filter. Imagery should be bright,
well contrasted and full bleed.
Please refer to appendix for more information
on our Tuborg filter.

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 THIS DOCUMENT HAS BEEN CHECKED FOR*:

✓ Cutter/format

✓
Number of colours
(Colours in checkbox matches the document)

✓ Preparation for the appropiate substrate

5.3 PHOTOGRAPHY - PULSE LINES

✓ Colour separations have been checked

✓ Editable + outlined text layers

✓ Uploaded to Media Bank/sent to client

Mock-up made: ✓ Digital Physical

The graphic stripes can be replaced with photographic *Depending on the job not all boxes
are necessarily checked

images to add context. All photography should have

the Tuborg filter applied.

661 mm
Posters Limited Editions Promotions

179 mm

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5.4 PHOTOGRAPHY - PULSE LINES - SINGLE IMAGE
As with the graphic treatment the pulse lines should
start from the Clockman and affect the photography/
world around it. When a single image is used the image
should be slightly distorted as the pulses move through it.
This emphasises the electric pulse concept and shows
the effect it has on our brand world.

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5.5 PHOTOGRAPHY - PULSE LINES - MULTIPLE IMAGES

We often use multiple images in our world to highlight the images acts as the distortion to the world, no Where possible the images should move from light
a variety of occasions or times for drinking Tuborg. further cuts should be made to the image. Each image to dark following the graphic pulse format.
When multiple images are being used the joining of should be placed into its own ‘pulse’.

2 Images 3 Images

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6. Messaging

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6. MESSAGING SYSTEM
Often we need to communicate brand or selling
messages
Tuborg Keyto our
Visuals audience.
– A4 Portrait – Price PromoWe
2 do this in 3 ways.

NOW
JUST
£12ON SELECTED 24x33cl TUBORG
BOTTLE MULTIPACKS

Price Promotion Win Promotion Brand Led Key Visual

• Message02
Phase # Printed colours:

led price promotion with

File name: Tuborg_Price_Promo_2_AW.ai
Client: Carlsberg
Project: Key Visuals
Artworker: SD 16 December 2016
CYAN MAGENTA YELLOW BLACK • Message led price promotion with • Photography used in three rings to
bottle on right bottle on right show Tuborg world
Cutter ref:
Print process:
ARTWORK Design: Client Services: Production:
SIGN OFF:

• Message scaled up • Photography used in first two rings • Message scaled down to accomodate
• Flat background giving prominence to incentivise promotion photography
to promotion • Message scaled down to accomodate • 1880 heritage stamp sign off to add
photography provenance
• Prize shown in full colour to stand out
against VIS world
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7. Appendix - Tuborg Photographic Filter

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7.1 PHOTOGRAPHY FILTER GUIDELINES - STEP 1

Find high res image

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STEP 2

Drop image into Tuborg_Photography Filter file. Make

sure image is placed in the ‘Design Image’ folder in the
Layers tool bar

Four pre-set filters above the ‘Design Image’ folder will

create the Tuborg photography style.

The image is then ready to use.

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These filters will work for the majority of images.

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HOWEVER...

Lighter or darker images may need adjustment.

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Dark images in particular will turn very blue.

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First the image needs to be lighter:

Add a new Brightness/Contrast layer beneath the other

filters and adjust until image is bright enough.

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Secondly the Gradient Map will need adjusting so the
image isn’t too blue.

Click on the gradient map layer so the Gradient Map box

appears. Then click on the Gradient Map bar to open a
second window where the Gradient Map can be adjusted.

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Moving the colour boxes on the gradient bar will control
the amount of blue, green and white in the image until
the desired effect is reached.

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If necessary further refinement can be made with the
Levels Adjustment layer.

This will alter the light, mid and dark areas of the image
that the Gradient Map will effect. This can be done by
moving the three points on the Levels graph.

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8. Practical info

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8. PRACTICAL INFO - EXCEPTIONS

*Changes to core elements and generic exections

should only happen after priour alignment and
signoff with the Group Commercial Brand team.

Contact Info

Marketing
Vsevolod Nikolaev
Global brand director
Tel +45 3327 2026
Mob +45 2465 2026
vsevolod.nikolaev@carlsberg.com

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8. PRACTICAL INFO - DOWNLOAD INFO
In order to ensure brand consistency throughout the
world, all designs and layouts adapted to a market or
a campaign must be approved by The Brand Guardian
Team at Kontrapunkt.
The generic artwork files for both primary and
secondary packaging can be downloaded from t he
Media Bank:
The Media Bank can be accessed through a standard
web browser, while giving secure access to an
intuitive, visual user interface. All files on the Media
Bank can be viewed, downloaded and, depending on
your user profile, shared with third parties through
emailed links or attachments.
Server: https://mediabank.kontrapunkt.com/
If you don’t already have access to the Media Bank,
an individual username and password is available
upon request. Please send an email to: mediabank@
kontrapunkt.com, with request for access to the Master
Files for one or more of the International Premium
Brands. Please include the following information in the
email:
• First and last name
• Email address (if different from the one used
for sending request)
• Company
• Country/Market
• Contact at Carlsberg Headquarters.
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8. PRACTICAL INFO - BRAND GUARDIAN APPROVAL
Approval process
1. The generic artwork files are prepress-ready
with the appropriate colour breakdown (without
trapping), for local adaptation. Adaptation of
generic files can be done either locally or at
Kontrapunkt (The Brand Guardian Team at
Kontrapunkt is mandated to approve any packaging
design, thus skipping step 2 and 3 below).
2. First layout is produced and forwarded
as an editable PDF file to The Brand Guardian Team
at Kontrapunkt at:
carlsberg@kontrapunkt.com
for initial approval. Comments or approval
will be sent back within 2 working days and
any corrections to the layout should be made
accordingly.
3. After corrections have been implemented,
the revised layout is also forwarded as an editable
PDF file to The Brand Guardian Team at
Kontrapunkt, until an approval* is obtained.
Contact
4. When the design is approved, a pre-production For questions regarding the packaging approval
proof print is to be produced by the local markets’ service, please contact:
supplier/printer**, and must be forwarded to
The Brand Guardian Team at Kontrapunkt for The Brand Guardian Team at Kontrapunkt
final approval* of the design in terms of colours. Ronnie E. Greve,
Comments will be sent back within 2 working days Head of Consumer Brands
and corrections to the colours, if any, will have to be reg@kontrapunkt.com
re-submitted for approval, unless agreed otherwise. +45 33 93 18 83
Colour reference materials are supplied by The
Brand Guardian Team at Kontrapunkt on request. Address:
Kontrapunkt A/S
5. Five samples of the final production run must Nikolaj Plads 2
be forwarded to The Brand Guardian Team at 1067 Copenhagen K
Kontrapunkt for evaluation and archiving.
* Please note: It is the local markets’ responsibility
that all legal requirements are adhered to and that
all texts and symbols are proofread and approved.
Only the approval of the design in accordance with
the international standard design guidelines will be
given.
** If the supplier previously has printed a design
that correspond to the new layout, and which
already has been approved by The Brand Guardian
Team at Kontrapunkt, colour samples from such a
production may be used for colour reference for
the new production run.
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