JimBeam VisualdentityGuidelines v2 11.05.21 PDF

VISUAL IDENTITY
GUIDELINES 2021
CONTENTS
WELCOME TYPOGRAPHY STORYTELLING MARKS KEY VISUAL TEMPLATES
03 Contents 23 Typefaces 41 Overview 54 Overview
24 In Action 42 The Recipe Mark
25 Bespoke Headlines 43 The Genuine Mark GLASSWARE OVERHEAD
OUR BRAND PRINCIPLES 55 Portrait
05 Introduction 26 Building Bespoke Headlines 44 The Distillers Mark
28 Publications 45 Do's & Do Not's | Cheatsheet 56 Landscape
06 Brand Inspiration
29 Do's & Do Not's | Cheatsheet 46 The Family Wallpaper GLASSWARE EYE-LEVEL
07 Design Principles
57 Portrait
PHOTOGRAPHY 58 Landscape
OUR BRAND TOOLKIT 30 Overview OUR BRAND MESSAGING
14 Overview 49 Overview ICONIC BOTTLE
31 Lifestyle | Occasion
50 Where We Activate 59 Portrait
ICONIC LOCK-UP 32 Lifestyle | Distillery
51 Evergreen Storytelling Lines 60 Landscape
15 Overview 33 Building Compositions
52 Campaign LIFESTYLE TEMPLATES
16 Clear Space & Minimum Size 34 Our Iconic Bottle
17 Restricted Space 61 Portrait
35 Lead Serves
18 Limited Print 36 Lead Serves Composition 62 Landscape
19 In Action 37 Cheatsheet
20 Do's & Do Not's | Cheatsheet OUR BRAND GALLERY
MERCHANDISE LOCK-UP
COLORS 38 Overview
21 Overview HIGHBALL GUIDELINES
39 Clear Space & Minimum Size
22 In Action 40 In Action CONTACTS

Unless part of the licensed and approved Jim Beam photography suite, all
image(s) contained within this document are intended for reference only.
Any and all reproduction is expressly prohibited. For internal use only.
JIM BEAM GUIDELINES | CONTENTS 3
INTRODUCTION
As “The First Family of Bourbon”, we have big ambitions to recruit the next
generation of Beam drinkers and become a brand that is globally iconic.
The goal of our new Global Visual Identity is to bring our “Welcoming Spirit”
positioning to life in a way that is unmistakably Jim Beam.
"Welcoming" is a theme that runs through the history of the brand, from
the culture to the liquid and it’s at the heart of our new Visual Identity.
A new look and feel that’s warm and inviting and taps into those
“Feel Carefree”moments where consumers can let go of their worries,
enjoy the moment and relax with friends
In these pages, you’ll find helpful tips, rules and guidelines

along with a range of new assets. We encourage you to use
and share this content as we welcome new consumers
around the world with our big "Kentucky hug"
and continue our journey to establish Jim Beam
as a $1 billion global brand icon
JIM BEAM GUIDELINES | CONTENTS | OUR PRINCIPLES 5

BRAND INSPIRATION
It’s there on a summer’s evening on Fred Noe’s porch.

It’s there in the whiskey. And it’s there every time a bottle of Jim Beam is opened
It’s a spirit of warmth and openness, a love of life, a love of the craft
– and a pride in family. A spirit that brings people together,
and makes them feel like they belong

DESIGN PRINCIPLES
GUIDED BY OUR DESIGN PRINCIPLES

Our Brand Inspiration and Design Principles are the starting point
from which to assess any piece of work. Whilst these guidelines provide
many specific guardrails to follow, it is critical we always
convey the values our brand holds dear
WARMTH & OPEN AND & A SENSE & LOVINGLY & PRIDE IN
OF THE SUN INVITING OF LIFE CRAFTED TRADITION

DESIGN PRINCIPLE 1
WARMTH OF THE SUN

A world of light, warmth and optimism.
Sunlight casting, golden glows and soft, dappled shadows
Sun-lit detailing Warm, welcoming light Bright, optimistic imagery Warm environments

DESIGN PRINCIPLE 2
OPEN AND INVITING

A world and a whiskey that opens up,
and invites you in
NONE GENUINE WITHOUT MY SIGNATURE
Open, arched typography Honest, uplifting imagery Inclusive environments Inviting tone of voice

DESIGN PRINCIPLE 3
A SENSE OF LIFE
A world with a sense of things going on, a sense of life.
A world of humanity, variety and informality.
Where things happen naturally
Capturing the humility of our family Imagery with variety for all Things coming together Inviting social scenes

DESIGN PRINCIPLE 4
LOVINGLY CRAFTED
A world of things lovingly crafted – like the whiskey itself –
with care and humility
Crafted with the authenticity of the 'First Family of Bourbon' Care and thought for the detail Celebrating the love of making

DESIGN PRINCIPLE 5
PRIDE IN TRADITION
A world proud of its traditions, its roots, and its constants.
A world that values legacy – and that values family
Pride in constancy and our iconic look Respect for lineage Embracing legacy Evoking Jim Beam's whiskey heritage

OUR TOOLKIT
OVERVIEW
KUUNARI BOLD
FS DILLON REGULAR
AVERIA SERIF REGULAR
ICONIC LOCK-UP COLOR PALETTE TYPOGRAPHY
KENTUCKY STRAIGHT
BOURBON
WHISKEY
FAMILY RECIPE
SUN-LIT PHOTOGRAPHY SECONDARY ASSETS EVERGREEN MESSAGING

MERCHANDISE LOCK-UP & STORYTELLING MARKS
JIM BEAM GUIDELINES | CONTENTS | OUR TOOLKIT 14

ICONIC LOCK-UP
OVERVIEW
The famous swing logotype with our historic

rosette forms the core branding for our world
A relationship never to be broken, telling two

parallel stories everywhere we show up:
Our swing logotype carries our family name

and our open, inviting family spirit with its
bright characters and open arc
Our historic rosette is a symbol of the

craftsmanship and quality that goes into
making our Bourbon
FIXED ASSET - DO NOT ALTER

ICONIC LOCK-UP
CLEAR SPACE & MINIMUM SIZE
IMPORTANT MINIMUM SIZE

Image interaction with the iconic lock-up is A minimum size rule applies to our logo
an integral part of the visual identity system. lockup, ensuring legibility and print-ability
So the following clear space rules are only across all activations
applicable to text, vector graphics
and page margins TM AND REGISTERED MARKS
Once ™ and ® reach relevant markets
CLEAR SPACE minimum size, scale lock-up down
Clear space ensures good stand-out and but leave ™ and ® at their minimum size
preserves the integrity of our logo lock-up
Minimum clear space = X

3X = height of 'B' in the Jim Beam logotype
Minimum size
= 40 mm high
Our clear space rule is relative to the logo

and must be adjusted based upon the logo
size. This rule applies to all sides of the
lock-up; horizontal and vertical

ICONIC LOCK-UP
RESTRICTED SPACE
In activations where space is restricted, SEMI-CROPPED CROPPED

a cropped logo is sometimes preferable
over a heavily scaled down logo.
Crop to top of
This allows for increased brand black counter
presence within all spaces in 'B'
See annotations for where to crop iconic

lock-up. We have 2 options, either cropping
the bottom (semi-cropped), or both top and
bottom of the lock-up (cropped)
Crop to middle
Always crop to defined points (annotated) of 'A' counter
in 'STANDARD'
RESTRICTED USE LOGOTYPE RESTRICTED USE LOGOTYPE

For extreme landscape canvases we remove
our rosette and use only the Jim Beam
logotype. Use this lock-up very sparingly. Crop to top of
black counter
Either use in full (allowing for clear space in 'B'
marked) or crop top and bottom to edge of
application, to specified points
OOH applications • Web banners
Crop to bottom
of loop in 'J'
TOP TIP
These rules also apply to the limited-print logo
ICONIC LOCK-UP
LIMITED PRINT
There are some applications when our full LIMITED PRINT BLACK LOCK-UP
color logo cannot be applied successfully
so we use our Limited Print lock-ups
LIMITED PRINT BLACK

Used when lock-up is being applied
to a light background or surface and
4C printing process isn't available
Use this lock-up for debossings
LIMITED PRINT WHITE LIMITED PRINT WHITE LOCK-UP

to a darker background or surface,
even if 4C printing process is available
Use this lock-up for embossings
IMPORTANT
Limited Print lock-ups are exactly the same
size as the full-color version. They follow
the same minimum size, clear space and
restricted space rules. See page 16

ICONIC LOCK-UP
IN ACTION ICONIC LOCK-UP
WHEN AND WHERE

Our iconic lock-up is used with pride,
confidence and has a reassuring consistency
for brand building across all activations.
From billboards to coasters, merchandise
to environments, we use our iconic lock-up
to greet our drinkers with the warmth and
substance of a big Kentucky hug
HOW SEMI-CROPPED LOCK-UP CROPPED LOCK-UP

Apply all lock-ups centrally where possible,
often at the top of compositions, proud and
inviting. Full color iconic lock-up is only ever
used on white backgrounds
LIMITED PRINT WHITE & BLACK LOCK-UP RESTRICTED USE LOGOTYPE
• REQUEST ASSETS •

ICONIC LOCK-UP
DO'S & DO NOT'S | CHEATSHEET
DO NOT use only Rosette DO NOT crop anywhere other than guided
DO NOT use on anything other than a white DO NOT deviate from supplied color-ways
background color or surface
DO use as a fixed lock-up

DO use full color wherever possible
DO use with confidence, placing centrally when possible
DO use correct version of logo, according to space
DO use on white backgrounds only
DO NOT change the relationship of elements DO NOT distort the logo
or rotate them from set placement/lock-up

COLOR PALETTE
OVERVIEW
Our color palette captures the warmth and

depth of our family. The color balance below
should be applied to all applications
JB WHITE JB SUNGOLD JB BLACK JB RED

White is our primary A bright, optimistic A softer, mellower A wax-like red
brand color, used sun-like gold used to sun-bleached black reserved to elevate
across all core VIS capture the golden is used across all our genuine marks,
backgrounds liquid and accent for messaging and the rosette and
brand detailing the Jim Beam JBB Signature
logotype
PMS 2006 PMS Black 7 PMS 186

CMYK 0 25 73 0 CMYK 0 0 0 90 CMYK 8 100 82 0
RGB 235 188 78 RGB 61 57 53 RGB 200 16 46

COLOR PALETTE
IN ACTION

Leaning into a palette Using rich accents Soft blacks with a lived A warm, deep red that highlights
of soft, warm whites of inviting, warm golds in warmth and humility and connects our genuine marks
≠ Stark, pure, glossy, too bright ≠ Ostentatious, cold, bling, luxurious ≠ 100% K ≠ Backgrounds or typography

TYPOGRAPHY
TYPEFACES
TYPEFACES
Our combination of typefaces adds warmth
and substance, whilst still nodding to the seven KUUNARI BOLD CAPS
generations of craftsmen
Kuunari Bold Substantial condensed face,
inspired by our historic bourbon type and
HEADINGS & KEY MESSAGES
woodblock typography
FS Dillon Open rounded face, that reflects

our welcoming spirit
FS DILLON REGULAR CAPS
Averia Serif Soft human face, with wax-like INTRODUCTIONS & SUBTITLES
features, often embellished with our golden
sunbeam details (inspired by the JB woodcut
homestead)
FS Dillon Regulars in sentence case
body copy and paragraphs of text
LETTER SPACING
75pt Headings, Key Messages & Introductory Lines
Optical Body copy AVERIA SERIF REGULAR CAPS
COLORS INTRODUCTIONS & DETAILS
Type is always in JB Black
Sunbeams are in JB Sungold
• CLICK ON INDIVIDUAL FONT NAMES TO LICENSE FONTS •
Fonts must be licensed per user.

TYPOGRAPHY
IN ACTION
WHEN AND WHERE

Our typography uses our distincitve typefaces
and styling. We have different ways to
create typography across our visual identity,
depending on the application
Bespoke Headlines Use our type templates
to showcase our signature Jim Beam style,
using archs, layering and embellishments
Headlines for all communications
Type setting Use our Jim Beam typefaces to

accent blocks of typography in a more distinct
and engaging way
Print • Digital • Website • Social • OOH •
All Communications
HOW
Apply typography with a centred confidence,
in JB Black

TYPOGRAPHY
BESPOKE HEADLINES
We have a range of templatable options that

have been designed to balance craftsmanship,
flexibility and ease of use
OPTION 1 Primary OPTION 2 Secondary OPTION 3 Long title

Uses our characterful arc for introduction Uses our characterful typeface Averia, Use for longer or more complex messages,
lines/words. Type in the arc must be allowing for a longer introduction line. or when the whole phrase needs emphasis
5 ≤ 14 characters Is to be used if the introduction becomes to make sense
too long for our primary option
If your introductory line/words don't
fit within the 5 ≤ 14 character guides,
try Template Option 2

TYPOGRAPHY
BUILDING BESPOKE HEADLINES
SIZING
Bespoke headlines are set on a grid to ensure
the ratio and emphasis of the different
typefaces are consistent across applications.
Height of the Key Message sets X
0.75X
0.5X
0.3X
2X 2X
ARCHED INTRO FS Dillon CAPS INTRO Averia Serif Regular CAPS KEY MESSAGE Kuunari Bold CAPS
5 ≤ 14 characters <5 or >14 characters Key Message can be set onto 2 lines
Set on a 15% arch Centered between sunbeam embelishments
Above Key Message Above or below Key Message EMBELLISHMENT
Below Key Message centre aligned
KEY MESSAGE Kuunari Bold CAPS KEY MESSAGE Kuunari Bold CAPS
Key Message can be set onto 2 lines Key Message can be set onto 2 lines
EMBELLISHMENT
Below Key Message centre aligned

TYPOGRAPHY
BUILDING BESPOKE HEADLINES
LINE SPACING
Vertical spacing (leading) between each
element in a heading is 0.3X and
is consistent throughout all options
0.3X
0.3X
LONGER PHRASES
Lines can be added for longer messages
0.3X
0.3X
0.3X

TYPOGRAPHY
TYPE SETTING
COPY SETTING
Utilize our typefaces in order to retain
consistency throughout all brand touchpoints.
All type should be centre aligned where possible
BESPOKE HEADLINES
Follow guides from pages 25-27
FS DILLION REGULAR
Used for body copy throughout all brand
communication. Center aligned where possible
AVERIA SERIF REGULAR

Used for chapter dividers and other breaks in copy

TYPOGRAPHY
DO NOT change the order of type elements DO NOT swap typefaces around
DO NOT change the type scale in relation DO NOT change, add extra or scale sunbeams
to each other independently of supplied template
DO use the correct Jim Beam typefaces

DO follow the grid according to X
DO make sure headline makes sense, emphasizing key-words
DO center align the whole phrase
DO only use 1 set of sunbeams per headline
DO use type in JB Black and sunbeams in JB Sungold
DO use only 5-14 characters in Template Option 1 DO NOT left or right align typography DO NOT change the typeface color

PHOTOGRAPHY
OVERVIEW
We’re not like your old fashioned

Bourbons, our world is bright, welcoming
and distinctively Jim Beam
Our photography captures the warm,

inviting feeling of coming together with
friends or family. Distinct daytime lighting
that casts inviting golden glows and easy-
going dappled shadows across our serves
and lifestyle moments
A sense of life is applied through both

groupings of people and drinks alike, with
crops that suggest being part of a wider
social scene

PHOTOGRAPHY
LIFESTYLE | OCCASION
SCENE
Through candid daytime photography we
capture those genuine, carefree moments
where real friends come together to kickback
and have fun
Our scenes are casual, social and reflect an

inviting world of things going on. We capture
both our models and prop bottles in an informal
and natural way – never staged
LOCATION EXAMPLES
Pick-up game of football • Around the grill •
Down on the waterfront • Poolside •
Roof Terrace
STYLE
Imagery should always feel light, open and
optimistic. When possible, we use warm
sunlight to cast inviting golden glows across
our scenes and drinkers

PHOTOGRAPHY
LIFESTYLE | DISTILLERY
SCENE
Through candid daytime photography we
capture our whiskey process and celebrate
those behind the making of our Bourbon
Our scenes should feel natural,

inviting and capture our family going about
their day-to-day business - never staged
LOCATION EXAMPLES
Distiller & workers - out on the homestead •
Whiskey mashing • Rolling barrels
USAGE
Distillery stories should be used to reinforce
our credentials in digital environments and not
as lead imagery through communications
STYLE
Imagery should always feel light, open and
optimistic. Warm sunlight can cast inviting
golden glows across our scenes

PRODUCT PHOTOGRAPHY
BUILDING COMPOSITIONS
LIGHTING
Products are lit by daytime lighting that casts
long, soft shadows with a range of inviting
golden glows from our liquid
We use a palette of warm whiskey-like tones

throughout all of our product photography
to retain our Bourbon credentials
SCENE AND BACKGROUND

Products are set on soft white surfaces SURFACES ENVIRONMENTAL SHADOWS
with subtle textures and a sense of light Soft white textures 1. Interior - window frames 2. Exterior - leaves
across the scene. Avoid pure, stark whiteness
of a photography studio
Soft environmental shadows are added

to give our serves & bottles a sense of place
(inside or outside) and suggest a wider social
environment. Shadows should be used with
restraint and only cover 1/3 of the given scene

PRODUCT PHOTOGRAPHY
OUR ICONIC BOTTLE
OVERHEAD BOTTLE ANGLED BOTTLE

STYLE
A distinctive laid down style cues a relaxed,
informal drinking experience placing the brand Cropping boundaries
at the heart of the social occasion. Our two
hero bottle shots are lit by bright daytime
lighting that casts long, soft shadows and
inviting golden glows from our liquid
USE
We use our iconic bottle photography to drive
brand awareness and as primary branding in
Key Visuals when used at a large size
Confident cropping is encouraged to create

maximum brand presence across various
formats. Ensure the fluted neck and iconic lock-
up on the label remain visible
TOP TIP
Use either our iconic bottle or logo lock-up as branding,
never together to avoid duplication

SERVE PHOTOGRAPHY
LEAD SERVES
CONTENT
We live by the resounding words of Fred Noe
‘Drink it any damn way you please’.
A sentiment of versatility, openness and
informality that is echoed through the way
we show our serves
We look after our cherished Beam drinkers

whilst inviting new drinkers into the family
with a serve for everyone. Follow our tiered
system when choosing which serve to include
1 Serve Highball
2 Serves Highball • Jam Jar
3 Serves Highball • Jam Jar • Old Fashioned
When creating larger social scenes,

we duplicate and evenly distribute
our three lead serves HIGHBALL JAM JAR OLD FASHIONED

SERVE PHOTOGRAPHY
LEAD SERVE COMPOSITIONS
OUR ANGLES EYE-LEVEL PHOTOGRAPHY OVERHEAD PHOTOGRAPHY

We have two photographic angles that allow
for flexible drink depiction of our three lead
serves
Eye-level Photography
Allows us to focus on refreshment and
dramatize the qualities of the drink;
the ice, the garnish and glass profile
Overhead Photography
Allows us to express the versatility of the
liquid by showing a larger number of serves
Confident cropping of our serves is suggestive

of a larger social scene that is bigger than
the visual canvas

PHOTOGRAPHY
CHEATSHEET
How we show up
Sunny daytime lighting • Bright golden glows and dappled shadows • Social scenes
What we are not

Dark or stark • Dull and downbeat • Exclusive or singular • Unnatural/fake • Over-staged

MERCHANDISE LOCK-UP
OVERVIEW
A rich history of famous Jim Beam White

labels inspired our Merchandise Lock-up.
A mark which allows us to add interest
and tell a deeper story than branding alone;
A PROVENANCE STORY
A DISTILLING STORY
KENTUCKY STRAIGHT
A FAMILY RECIPE STORY

BOURBON
WHISKEY
FAMILY RECIPE
A GENUINE STORY NONE GENUINE WITHOUT MY SIGNATURE

ONLY USE WHEN 4C PROCESS IS AVAILABLE

MERCHANDISE LOCK-UP
CLEAR SPACE MINIMUM SIZE

Clear space ensures good stand-out As well as a clear space there is a
and preserves the integrity of the minimum size for the lock-up. Adhering
merchandising lock-up to this minimum size ensures legibility
and print-ability across all activations
Minimum clear space = X
3X = height of B in the Jim Beam logotype Minimum height is 52mm
IMPORTANT Minimum size

= 52mm high
Clear space is of utmost importance KENTUCKY STRAIGHT
for the merchandising lock-up as KENTUCKY STRAIGHT BOURBON
BOURBON
it ensures consumers associate it with WHISKEY
FAMILY RECIPE
our classic whiskey label profile NONE GENUINE WITHOUT MY SIGNATURE
WHISKEY
FAMILY RECIPE

MERCHANDISE LOCK-UP
IN ACTION
WHEN AND WHERE

The merchandise lock-up is used to reinforce
our whiskey credentials across both on-trade
and social merchandise, in a timeless way
Ice Buckets • Sun Shades • Signage
Aprons • Cups • Bags • Wearables • Swag etc
HOW
Used to drive memory and recall of our famous
historic Jim Beam bottles. The Merchandise
lock-up must be used in its entirety,
in full color and only ever as the single lead
communication
TOP TIP
Use objects that naturally reflect our rectangular shape

STORYTELLING ASSETS
OVERVIEW
Our storytelling assets have a supportive

role in the visual identity, to mythologize Jim
Beam’s whiskey credentials and differentiate NONE GENUINE WITHOUT MY SIGNATURE
us from our Bourbon competitors
All the storytelling assets must be used in THE GENUINE MARK THE RECIPE MARK
conjunction with the iconic Jim Beam lock-up A warm personal touch from the Beam family An icon of tradition, roots and constancy
TOP TIP
THE DISTILLERS MARK THE FAMILY WALLPAPER
Refrain from using on above the line comms. and in small A historic symbol of our family’s distilling craft
spaces, using too many assets can become cluttered A collection of marks telling our full story

POINT OF PURCHASE
STORYTELLING ASSETS
THE RECIPE MARK
WHEN AND WHERE

Point of purchase touchpoints: use our unique
proposition as a reason to believe vs. competitors
In-store POS • At shelf • Bottle Tags
Occasion-led touchpoints: use across occasions OCCASION-LED

that capture mixing ingredients and
socializing with friends
On-premise tools • Occasion-led merchandise
HOW
Lead communication, not in conjunction
with a headline
ALWAYS SEEN WITH JB ICONIC LOCK-UP

FIXED ASSET- DO NOT ALTER
USE IN FULL COLOR, UNLESS EM/DEBOSSING

PACKAGING SOCIAL MEDIA
STORYTELLING ASSETS
THE GENUINE MARK
WHEN AND WHERE

Used to authenticate communications
about quality or our family heritage
Packaging • Family-led communications •
Merchandise detailing • VAP
FAMILY-LED COMMS MERCHANDISE
HOW
Secondary communication and family
endorsement, never the lead message


WEBSITE
STORYTELLING ASSETS
THE DISTILLERS MARK
WHEN AND WHERE

Use across digital platforms in conjunction
with a larger story/caption to underpin
our distilling credentials. All communications
must be distillery-focused
Website • Social media SOCIAL MEDIA
HOW
Quality mark, not a headline
TOP TIP
Asset shared with JBB Distilling Co.
See Distillery guidelines for more on how to use


STORYTELLING ASSETS
THE RECIPE MARK THE GENUINE MARK THE DISTILLERS MARK

Use as the key communication/message at either Used to authenticate communications Use in distillery-focused communications
point of conversion or occasion-led touchpoints about quality or our Beam family in digital environments
DO NOT use as sign off, secondary DO NOT use as a lead communication or with DO NOT use anywhere that isn't digital
communication or with a headline occasion-based comms. or without JB lock-up or related to the distillery or distilling process

STORYTELLING MARKS
THE FAMILY WALLPAPER
A collection of stories that eulogize the family

history. Speaking of provenance, heirlooms,
credentials and family
THE RECIPE MARK

Roots, constancy and family-scale distilling
THE GENUINE MARK

Our family's genuine character & warmth
THE DISTILLERS MARK

Pride in our family's distilling history
THE GENERATIONS MARK

Family, lineage, and family characters
THE MARK OF PROVENANCE

Our golden homestead speaks
of provenance, constancy
and the home of Bourbon


ON-PREMISE ON-PREMISE
STORYTELLING MARKS
THE FAMILY WALLPAPER | IN ACTION
WHEN AND WHERE

Use as a supportive asset, either in a Jim Beam
space or in conjunction with the Jim Beam Iconic
lock-up. An anchor in our Bourbon heartland as we
explore new spaces. Allowing consumers to build
ON-PREMISE MERCHANDIZE
brand affinity through our story
On-premise environments • Merchandise •
Special editions • VAPs
HOW
Apply over a full surface. Our wallpaper can be
scaled up and down, never alter individual elements
MINIMUM SIZE
When rescaling; the height of "None genuine
without my signature" should never go below 1mm
Minimum size VAPS

= 1mm high
IMPORTANT
Do not deconstruct the wallpaper in any way
ALWAYS SEEN WITH JB ICONIC LOCK-UP OR IN A JB SPACE


OUR MESSAGING
OVERVIEW
When considering messaging choices across EVERGREEN STORYTELLING

our touchpoints, we first need to understand Timeless brand lines, taken from our brand
context and the consumer journey. Where DNA, build brand equity and drive meaning
the consumer interacts with our brand and with three unique Beam propositions
how long an activation is in market, this should
determine how we behave Extended time in market
Semi-permanent /Permanent activations
We have three messaging pillars that build
brand equity and have clearly defined roles
CAMPAIGN
Our 'Always Welcome' campaign builds
brand equity and drives meaning through
our brand positioning
Limited time in market (-2yrs) activations
HIGHBALL SERVE EDUCATION

Our lead serve reflects our overarching
refreshment strategy and builds brand affinity
within the 'Feel Carefree' demand space
Limited time in market (-2yrs) activations
JIM BEAM GUIDELINES | CONTENTS | OUR BRAND MESSAGING 49

OUR MESSAGING
WHERE WE ACTIVATE
Not every activation has the same purpose, EVERGREEN STORYTELLING

and this can help inspire a brand world that Permanent/ long-standing Assets
is full of variety and longevity (In-stadium builds, displays,
experiential builds, ONP Signage),
We deliver our brand messages across key Consumer Give-aways / Premiums,
identified touchpoints within our Point of Sale / Off-Premise, Website /
consumer journey Social Media, Non-Drink Focussed VAPs
Semi-permanent / permanent activations
CAMPAIGN
ATL Media (TV, OOH, Print, Social, Digital etc)
Point of Sale / Off-Premise, Case Cards, Shelf
Talkers, Website
Non permanent activations
HIGHBALL SERVE EDUCATION

Social Media, Drink Focused VAPs,
Off-Premise POS (shelf-talkers, merchandising),
On-Premise POS (coasters, table tent, signage),
Website
Non permanent activations
See page 86, for guidance
IN STADIUM ON-PREMISE
OUR MESSAGING
EVERGREEN STORYTELLING LINES
We have three timeless lines born out of our brand

DNA. These lock-ups are fixed assets
DRINK IT ANY DAMN WAY YOU PLEASE

A famous Beam line that encourages
versatility, openness and informality.
To be used in conjunction with our multiple
serve strategy across the core of the brand
COME AS FRIENDS, LEAVE AS FAMILY

A line that speaks of our families character.
To be used when reflecting the Beam culture; OFF-PREMISE
a value for friends, family and coming together
in social occasions
THE FIRST FAMILY OF BOURBON

A claim rooted in our origins as the original
family of Bourbon. To be used when reflecting
our unique proposition and point of difference
against the whiskey category
TOP TIP
'Come as Friends Leave as Family' and 'The First Family of
Bourbon' can be signed off with The Genuine Mark if suitable

OOH
OUR MESSAGING
CAMPAIGN
KEY TEMPLATES
See pages 61-62 for lifestyle template guides
TYPOGRAPHY
See pages 25-27 on how to build our bespoke
headlines and typography style
PHOTOGRAPHY
See pages 33-37 for photography guidance
CAMPAIGN CONTENT WEB BANNER POS

Please get in touch with
elana.king@adamandevenyc.com for more
information on the 'Always Welcome' campaign

KEY VISUALS
OVERVIEW
PRODUCT TEMPLATES LIFESTYLE TEMPLATE

OVERHEAD GLASSWARE EYE-LEVEL GLASSWARE BOTTLE ONLY
WHEREVER YOU’RE FROM
YOU’RE WELCOME
HERE
ALWAYS WELCOME
JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY,
JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY. JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY. 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY. JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY.
Process Colours
Process Colours Process Colours Process Colours
Production Notes: Production Notes: Production Notes: Production Notes:

Actual Pantone callout for background to colour TBC pending These are key visual template intended for subsequent adaptation. Actual Pantone callout for background to colour TBC pending
These are key visual template intended for subsequent adaptation.
print trials. Spot colours print trials.
Spot colours ‘Drink Smart’ logo is FPO. Spot colours
‘Drink Smart’ logo is FPO. Artwork Version
Artwork Version Design intent is for a semi-matte coated stock in conjunction Artwork Version Artwork Version Design intent is for a semi-matte coated stock in conjunction
with a matt varnish. All graphic elements are set as Pantone. If converting to CMYK or with a matt varnish.
All graphic elements are set as Pantone. If converting to CMYK or
1 2 3 4 Barcode is FPO. To be updated at the prepress stage.

1 2 3 4 186 2006 Black 7 RGB colourspaces please use the specific versions supplied. 1 2 3 4 186 2006 Black 7 RGB colourspaces please use the specific versions supplied.
1 2 3 4 2006 Black 7 Barcode is FPO. To be updated at the prepress stage.
Please follow the supplied instructions below the barcode Please follow the supplied instructions below the barcode
design. 1. Created 21/04/21 Artist XX design.
1. Created 00/00/00 Artist XX 1. Created 21/04/21 Artist XX 1. Created 00/00/00 Artist XX
2. Modified 00/00/00 Artist XX
2. Modified 00/00/00 Artist XX Process Cyan removed to accommodate additional Pantone 2. Modified 00/00/00 Artist XX 2. Modified 00/00/00 Artist XX Process Cyan removed to accommodate additional Pantone
2171 callout. 181 7562 3. Modified 00/00/00 Artist XX 2171 callout.
3. Modified 00/00/00 Artist XX 3. Modified 00/00/00 Artist XX 3. Modified 00/00/00 Artist XX
YOU’RE WELCOME
HERE
ALWAYS WELCOME
JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY. JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY. 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY. JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY.
Production Notes: Production Notes: Production Notes:

These are key visual template intended for subsequent adaptation. These are key visual template intended for subsequent adaptation. Actual Pantone callout for background to colour TBC pending
print trials.
Spot colours ‘Drink Smart’ logo is FPO. Spot colours ‘Drink Smart’ logo is FPO. Spot colours
Artwork Version Artwork Version Artwork Version Design intent is for a semi-matte coated stock in conjunction
All graphic elements are set as Pantone. If converting to CMYK or All graphic elements are set as Pantone. If converting to CMYK or with a matt varnish.
1 2 3 4 186 2006 Black 7 RGB colourspaces please use the specific versions supplied.
Please follow the supplied instructions below the barcode
design.
2. Modified 00/00/00 Artist XX 2. Modified 00/00/00 Artist XX 2. Modified 00/00/00 Artist XX Process Cyan removed to accommodate additional Pantone
181 7562 2171 callout.
JIM BEAM GUIDELINES | CONTENTS | OUR BRAND KEY VISUALS 54

PRODUCT KEY VISUALS
OVERHEAD GLASSWARE | PORTRAIT
BRANDING
JB lock-up is centred to the middle and top of
canvas. It should feel integrated into the scene Clear space of X
for type around the canvas
PHOTOGRAPHY 3X = height of B in 'BEAM'
(photography can crop into this)
Glassware is in our distinctive photography style,
see page 36. Allow glasses to crop off page.
Shadows/glasses can overlay type,
as long as text remains legible Clear space of at least X
between logo & headline
HEADLINE
Clear structured space for headline, between
the bottom of rosette and bottom of canvas clear
space. Align to horizontal centre of the canvas
BACKGROUND
Warm white concrete surface overlaid
with inviting contextual shadows
TOP TIP
LEGAL Move the bottom two
Left aligned at bottom left of canvas glasses to accomodate
JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY.
a longer headline
Process Colours
Production Notes:
Actual Pantone callout for background to colour TBC pending
print trials.
Artwork Version Design intent is for a semi-matte coated stock in conjunction

with a matt varnish.
1 2 3 4 Barcode is FPO. To be updated at the prepress stage.

design.
1. Created 00/00/00 Artist XX
2. Modified 00/00/00 Artist XX Process Cyan removed to accommodate additional Pantone
3. Modified 00/00/00 Artist XX 2171 callout.

PRODUCT KEY VISUALS
OVERHEAD GLASSWARE | LANDSCAPE
BRANDING
JB lock-up is centred to the middle and top of
canvas. It should feel integrated into the scene
PHOTOGRAPHY
Glassware is in distinctive photography style,
see page 36. Allow glasses to crop off page. Clear space of X
Shadows/glasses can overlay type, for type around the canvas
as long as text remains legible (photography can
crop into this)
HEADLINE
the bottom of rosette and bottom of canvas
clear space - align centrally within this space
and to horizontal centre of the canvas. For longer
headlines scale down whole image and logo
BACKGROUND JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY.

with inviting contextual shadows EXTREME LANDSCAPE
Extreme Landscape canvases:
Divide canvas into two - branding
LEGAL on one side, headline on the other
Left-aligned at bottom left of canvas If space requires can use semi-cropped
or cropped Jim Beam Iconic Lock-up.
Sizing still according to X
Branding Headline

PRODUCT KEY VISUALS
EYE-LEVEL GLASSWARE | PORTRAIT
BRANDING
JB lock-up is centred to the middle at the top of the
canvas. It should feel integrated into the scene Clear space of X
PHOTOGRAPHY 3X = height of B in 'BEAM'
(photography can crop into this)
Glassware is in our distinctive photography style,
see page 36. Follow rules on page 35 for number
of drinks and which to show in image
BACKGROUND
HEADLINE
the bottom of the jam jar ant the bottom of canvas
clear space - align centrally within this space Headling to not go above
and to horizontal centre of the canvas. bottom of Jam Jar base
Ensure type is legible around glasses
TOP TIP
LEGAL If headline requires additional
Left-aligned at bottom left of canvas lines, scale the whole image
(photography and logo) down
20% to allow space for headline
Process Colours
Production Notes:
Spot colours ‘Drink Smart’ logo is FPO.
Artwork Version

181 7562

PRODUCT KEY VISUALS
EYE-LEVEL GLASSWARE | LANDSCAPE
Align centrally within
left 2/3rd of canvas
BRANDING
Align centrally on the left two-thirds of the canvas.
It should feel integrated into the scene.
Follow clear space guides
PHOTOGRAPHY
Glassware is in distinctive photography style, Clear space of X
see page 36. Follow rules on page 35 for number for type around the canvas
of drinks and which to show in image. (photography can
crop into this)
Drinks are focused on the right third of the image
Clear space of at least X
BACKGROUND between logo & headline

HEADLINE
Clear structured space for headline, between the
bottom of the rosette and the bottom of the canvas JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY.
clear space - align centrally in this space

Process Colours
Production Notes:
Artwork Version
1 2 3 4
EXTREME LANDSCAPE
186 2006 Black 7 RGB colourspaces please use the specific versions supplied.

181 7562
LEGAL Extreme Landscape canvases:

Divide canvas into thirds - third each
Left-aligned at bottom left of canvas for branding, photography and headline
If space requires, can use semi-cropped

or cropped Jim Beam Lock-up
Sizing still according to X
Branding Photography Headline

PRODUCT KEY VISUALS
ICONIC BOTTLE | PORTRAIT
HEADLINE
Clear structured space for headline. Place centrally
on the canvas. Text can crop behind bottle
as long as message is still legible. Size according to X
BACKGROUND NONE GENUINE WITHOUT MY SIGNATURE

Clear space of X
with inviting contextual shadows for type around the canvas
(photography can
crop into this)
PHOTOGRAPHY
Use 'overhead bottle' image.
Warm golden shadows fall over white background
BRANDING
We leverage the iconic JB Bottle as primary
branding by integrating it into the scene.
Crop label so 'STRAIGHT' is entirely legible
LEGAL
Left-aligned at bottom left of canvas

40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY.
Process Colours
Production Notes:
Artwork Version


PRODUCT KEY VISUALS
ICONIC BOTTLE | LANDSCAPE
1/3 width 2/3 width
HEADLINE
on the right half of the canvas. Text can overlay Clear space of X
shadows, as long as message is still legible. for type around the
Size according to X canvas (photography
can crop into this)
BACKGROUND
Warm white concrete surface overlaid with inviting
contextual shadows
PHOTOGRAPHY
Use 'overhead bottle' image. On extreme landscape
canvases use 'angled bottle' image. Crop according NONE GENUINE WITHOUT MY SIGNATURE
to guidance on page 35. Warm golden shadows fall
over white background
BRANDING
We leverage the iconic JB Bottle as primary
branding by integrating it into the scene.

Process Colours
Production Notes:
Artwork Version
Place on the centre of the left side of the canvas.

1 2 3 4
EXTREME LANDSCAPE
186 2006 Black 7 RGB colourspaces please use the specific versions supplied.

Crop label so 'STRAIGHT' is entirely legible

TOP TIP
LEGAL Remove the genuine mark
Left-aligned at bottom left of canvas from headline if space
is restricted
Process Colours
Production Notes:
These are key visual templates intended for subsequent adaptation.
Artwork Version
1 2 3 4 2006 Black 7 RGB colourspaces please use the specific versions supplied.


LIFESTYLE KEY VISUALS
PORTRAIT

HEADLINE
at top of the canvas. Size according to X
YOU’RE WELCOME 1/3 of canvas = white space
for bespoke headline
BACKGROUND
HERE Clear space of X
for type within
white space
Warm white surface with slight texture
PHOTOGRAPHY
Lifestyle Image: Bleeds off left-hand side of the Crop right of image in-line
canvas, eluding to a larger scene. Bottom is cropped with the left of the bottle cap
to the height of 2X and the right is cropped in line
with the black cap
Bottle: Use 'overhead bottle' image at 8º.
Bottle overlaps lifestyle image, golden shadows Overhead Bottle @ 8º
falling over white background surface
BRANDING TOP TIP

Economic branding using JB Bottle that is integrated If headline is more lines,
into the scene. Crop label so the 'KENTUCKY' is crop top of the lifestyle
entirely legible image more
TAG-LINE
Placed centrally in the white space to the left of
bottle label, set in Averia Serif Regular CAPS ALWAYS WELCOME
0.3X
LEGAL NB: Lifestyle imagery is for inspiration only, see pages 30-37 for photography style guides.
Process Colours
Production Notes:
Left-aligned at bottom left of canvas

print trials.
Spot colours
If you would like to license the image, please contact the brand team.

design.

LIFESTYLE KEY VISUALS
LANDSCAPE Crop right of image
in-line with the left
of the bottle cap
HEADLINE
in the right half of the canvas. Size according to X Clear space of X
for type within
white space
PHOTOGRAPHY
Lifestyle Image: Bleeds off left-hand side of the
canvas, eluding to a larger scene. Bottom is cropped WHEREVER YOU’RE FROM
to the height of 2X and the right is cropped in line
with the black cap
Bottle: Use 'overhead bottle' image at 8º.
YOU’RE WELCOME
Bottle overlaps lifestyle image, golden shadows
falling over white background surface HERE
BRANDING
Economic branding using JB Bottle that is
integrated into the scene. Crop label so
the 'KENTUCKY' is entirely legible ALWAYS WELCOME
BACKGROUND
Process Colours
Production Notes:
0.3X
print trials.
Spot colours
Warm white surface with slight texture

EXTREME LANDSCAPE
design.
Extreme Landscape canvases:
TAG-LINE Crop the black cap off the bottle
Placed centrally in the white space to the left Sizing according to X
of bottle label, set in Averia Serif Regular CAPS
LEGAL NB: Lifestyle imagery is for inspiration only, see pages 30-37 for photography style guides.
Left-aligned at bottom left of canvas If you would like to license the image, please contact the brand team.
CORE BRANDING
OUR ICONIC LOCK-UP
JIM BEAM GUIDELINES | CONTENTS | OUR BRAND GALLERY 64

CORE BRANDING
OUR ICONIC BOTTLE

ON-PREMISE
ENVIRONMENTS

ON-PREMISE
TOOLS

ON-PREMISE
SIGNAGE

MERCHANDISE
ICONIC LOCK-UP

MERCHANDISE
STORYTELLING MARKS

MERCHANDISE
MERCHANDISING LOCK-UP

OFF-PREMISE
IN STORE

CAMPAIGN
WORLD

PROMOTIONAL
SEASONAL / VAPS

HERITAGE
BACKSTORY

HIGHBALL GUIDELINES
APRIL 2021
HIGHBALL
CONTENTS
78 Highball Introduction
79 Our Highball Toolkit TONE OF VOICE
90 Instructional Messaging
HIGHBALL LOCK-UP
80 Overview GLASSWARE PHOTOGRAPHY
81 Clear Space & Minimum Size 91 Our Highball Glass
82 Limited Print 92 Elements
83 Do's and Do Not's | Cheatsheet
84 Logo & Glass Lock-up KEY VISUAL
93 Overview
COLOR 94 Multiserve
85 Our Palette 95 Social
96 Bottle Propping
BRAND LINES 97 Single-serve
86 Primary & Secondary 98 Single-serve Flavors
87 In Action 99 Do's and Do Not's | Cheatsheet
TYPOGRAPHY HIGHBALL IN ACTION

88 Recipe Education 100 On-Premise
89 Do's and Do Not's | Cheatsheet 101 Off-Premise
102 Merchandise
JIM BEAM GUIDELINES | CONTENTS | HIGHBALL 77

HIGHBALL
INTRODUCTION
The Jim Beam Highball is our lead drink serve that opens up Bourbon to one and all.
This toolkit provides new ways to bring Highball to life; driving much-needed
education and awareness to unlock new consumers within this key refreshment
occasion. It provides helpful tips, rules and guidelines to assist you when crafting
communications for the serve
As you’ll see, our new Highball look and feel is more closely tied to the Masterbrand
Visual Identity than ever before to make our Highball instantly recognizable yet
distinctly Jim Beam. Please adhere to the overall Jim Beam Visual Identity
Guidelines throughout this document for any elements of look, feel or tone
not explicitly outlined in the following pages

HIGHBALL
OUR HIGHBALL TOOLKIT
ICONIC LOCK-UP SIGNATURE GLASS GLASS LOCK-UP PHOTOGRAPHY

Process Colours
Production Notes:
print trials.
Spot colours
1 2 3 4 186 2006 Black 7 Barcode is FPO. To be updated at the prepress stage.

design.
181 7562 2171 callout.
COLOR PALETTE BRAND LINE LOCK-UPS INSTRUCTIONAL MESSAGING RECIPES

HIGHBALL LOCK-UP
OVERVIEW
Our Highball logo reflects the brand's warmth

and openness, with bursting sunbeams
creating an uplifting care-free spirit
Our Jim Beam and Highball logotype

sit centrally within the sunbeams, positioned
so they follow the uplifting upwards angle
Our golden sunbeams have been lovingly

crafted by hand; their shape and style are
taken from the Jim Beam homestead
Our historic rosette sits centrally

as a hotspot for the sunbeams
IMPORTANT
This logo mark is always treated as a lock-up.
Neither element should be used in isolation.
See Do Not's section for further detail

HIGHBALL LOCK-UP
IMPORTANT MINIMUM SIZE

Image interaction with the Iconic lock-up is A minimum size rule applies to our logo
an integral part of the visual identity system. lockup, ensuring legibility and print-ability
The following clear space rules are only across all activations
applicable to text, vector graphics and page
margins. The sunbeams can run into the TM AND REGISTERED MARKS
clear space area Once ™ and ® reach relevant markets
minimum size, scale lock-up down but leave
CLEAR SPACE ™ and ® at their minimum size
Clear space ensures good stand-out and
preserves the integrity of our logo lock-up
Minimum clear space = 2X.

3X = height of B in the logotype
Minimum size
= 45 mm high
Our clear space rule is relative to the logo

and must be adjusted based upon the logo
size. This rule applies to all sides of the
lock-up; horizontal and vertical

HIGHBALL LOCK-UP
LIMITED PRINT
There are some applications when our full LIMITED PRINT HIGHBALL LOCK-UP BLACK
color logo cannot be applied successfully
and so we use our Limited Print lock-ups
LIMITED PRINT BLACK

to a light background or surface and
4C printing process isn't available
Use this lock-up for debossings
LIMITED PRINT WHITE LIMITED PRINT HIGHBALL LOCK-UP WHITE

to a darker background or surface,
even if 4C printing process is available
Use this lock-up for embossings
IMPORTANT
Limited Print lock-ups are exactly the same
size as the full-color version. They follow
the same minimum size, clear space and
restricted space rules. See page 81

HIGHBALL LOCK-UP
DO'S AND DO NOT'S | CHEATSHEET
DO NOT distort the logo DO NOT rotate
DO NOT deviate from supplied color-ways DO NOT remove elements from the lock-up
DO use as a fixed lock-up

DO use full-color
DO use with confidence, placing centrally when possible
DO use correct version of logo, according to space
DO NOT change the relationship of elements DO NOT edit shape or amount of sunbeams
or rotate them from set placement/lock-up

HIGHBALL LOCK-UP
LOGO AND GLASS LOCK-UP LOGO AND GLASS HAND AND GARNISH
The glass and logo lock-up can be introduced

when there is restricted space in the visual
LOGO AND GLASS

Highball logotype sits centrally above the top
of the glass, with the inside of 'H' aligning
to the left-hand side of glass
HAND AND GARNISH

We can introduce a hand and garnish to dial
into the cocktail making experience. This is
positioned centrally above the Highball logo
IMPORTANT
Hand and garnish may overlap the Highball
Lock-up but lettering must remain fully legible

COLOR
OUR PALETTE
CORE
Our core color palette has warmth and depth. Colors
should appear in the same balance as the swatches below
PMS 2006 PMS Black 7 PMS 186

CMYK 0 25 73 0 CMYK 0 0 0 90 CMYK 8 100 82 0
RGB 235 188 78 RGB 61 57 53 RGB 200 16 46
RECIPE
Our recipe color palette is used throughout the Highball
world when we need to introduce recipe colors
CLASSIC BLACK APPLE PEACH GINGER CHERRY ORANGE
PMS 4018 PMS Black 7 PMS 2421 PMS 7409 PMS 3415 PMS 200 PMS 2012
CMYK 6 18 81 8 CMYK 0 0 0 90 CMYK 75 0 100 0 CMYK 0 35 90 0 CMYK 100 0 80 35 CMYK 0 100 100 10 CMYK 0 45 100 0
RGB 209 178 73 RGB 61 57 53 RGB 48 183 0 RGB 240 179 35 RGB 0 119 73 RGB 186 12 47 RGB 232 147 0

BRAND LINES
PRIMARY AND SECONDARY
Our brand lines are supportive marks used

to educate and inform the consumer of the
Highball serve
HEIGHT OF REFRESHMENT
Our primary brand line drives engagement by
dramatizing Highball's refreshment and the
tall serve
BEAM.SODA.ICE.SLICE
Our secondary, supporting brand line, brings
clarity to the proposition. Describing Highball
in an educational and memorable way.
Soda can be used to describe all carbonated
drinks, meaning this lock-up applies to drinks
made with ginger ale
IMPORTANT
Height of refreshment should be used
alongside Beam.Soda.Ice.Slice, never alone.
Beam.Soda.Ice.Slice can be used on its own
for educational purposes

BRAND LINES
IN ACTION
WHEN AND WHERE

Our brand lines drive clarity and engagement.
Use across key visuals and for applications where
photography is not present
HOW TO LAYOUT
Use in the presence of the Highball logo, either
locked-up with it or elsewhere on the application
The Highball logo should always sit centrally

aligned to brand line lock-up
The width of the lock-up should align to the edge of

'Jim Beam' logotype plus width of 'H' from 'Highball'
* When logo and lock-up are seen separately,

logo should always exceed the width of the lock-up

TYPOGRAPHY
RECIPE EDUCATION
Recipe education falls into two categories: BROAD RECIPE

BROAD RECIPE
This is used on-premise to inform the choice 0.25 X
where consumers are closer to the point X
of purchase, but bartenders are making 0.75 X
the serve 0.75 X

0.5 X
ITEMIZED RECIPE Sunbeams

This is used informatively off-premise where sit exactly
halfway
consumers are purchasing ingredients
to make it at home
Recipe Title Kuunari Bold Caps ITEMIZED RECIPE

Adopt the color of the serve flavor,
see page 85 for recipe colors
X
Recipe Ingredients Averia Serif Bold Caps
0.75 X
Uppercase in JB Black. 0.5 X
Embellishments segment the ingredients, 0.75 X
these are always in JB Sungold
Sunbeams
sit exactly
halfway
• CLICK ON INDIVIDUAL FONT NAMES TO LICENSE FONTS •
Fonts must be licensed per user.

BRAND LINES & TYPOGRAPHY
DO NOT use brand lines without the presence DO NOT alter the size relationship of the
DO centre align the lock-up of the highball logo brand lines to the Highball logo
DO use full-color logo lock-up
DO NOT use the recipes without the presence DO NOT use the flavor color beyond the title
of the Highball logo
DO use logo/glass lock-up when recipes are present

DO centre align the logo and glass lock-up

TONE OF VOICE
INSTRUCTIONAL MESSAGING
This example set of instructional lock-ups uses

an educational tone of voice. It makes cocktail
making engaging whilst educating consumers
This would typically be seen closer to point

of purchase both on and off-premise
IMPORTANT
As these are instructions to make the serve,
they should be considered as a set and
always seen together, never separated
TYPOGRAPHY
The lock-ups should appear in JB Black,
with embelishments in JB Sungold
See page 25-27 for typography rules

GLASSWARE PHOTOGRAPHY
OUR HIGHBALL GLASSWARE
THE COMMUNICATIONS GLASS THE MERCHANDISE GLASS

Our communications glass celebrates the spirit We also have developed our new signature
of Highball. It dramatizes the height of the serve, merchandise glass which can be ordered for use
with long fluting detail reminiscent of the in VAPs and on and off-premise promotions
Jim Beam bottle
• ORDER MERCHANDISE GLASS HERE •
Cold ice, carbonation and refreshment cues
all come together to make the perfect Highball
This glass should only ever be used for Highball

communications, where it will be in conjunction
with the Highball logo lock-up

GLASSWARE PHOTOGRAPHY
ELEMENTS
PHOTOGRAPHY ANGLE PHOTOGRAPHY ANGLE SHADOWS PROPPING

Eye-level photography is used to accentuate
the height of the serves
SHADOWS
Long shadows dramatize the height of the
Highball, whilst golden glows add a warmth,
capturing the brand's spirit and refreshing liquid
PROPPING
Propping of garnish and ice on the surface adds
an informality and alludes to cocktail making
FIZZ
Detailed shots of fizz on the top of our signature FIZZ HANDS & GARNISH HANDS SOCIAL
glass cue refreshment
HANDS
Hands are used to showcase cocktail making
and highlight the sharing occasion
92
Process Colours
Production Notes:
JIM BEAM GUIDELINES | CONTENTS | HIGHBALL

print trials.
Spot colours

design.
181 7562 2171 callout.
KEY VISUAL
OVERVIEW
KEY VISUAL 1 KEY VISUAL 2 KEY VISUAL 3 KEY VISUAL 4

MULTISERVE SOCIAL BOTTLE PROPPING SINGLE-SERVE
CLASSIC HIGHBALL
1 PART JIM BEAM WHITE
4 PARTS SODA WATER
LEMON SLICE OVER ICE
JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY. JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY. JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY. JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY.

Process Colours
Production Notes: Production Notes: Production Notes: Production Notes:

Actual Pantone callout for background to colour TBC pending Actual Pantone callout for background to colour TBC pending
These are key visual templates intended for subsequent adaptation. print trials. print trials. These are key visual templates intended for subsequent adaptation.
Spot colours Spot colours Spot colours Spot colours
‘Drink Smart’ logo is FPO. Artwork Version Design intent is for a semi-matte coated stock in conjunction Artwork Version Design intent is for a semi-matte coated stock in conjunction Graphics placed as smart objects within the PSDs have been
Artwork Version Artwork Version
with a matt varnish. with a matt varnish. converted to CMYK colourspace due to software limitations.
1 2 3 4 2006 Black 7 All graphic elements should be Pantone where permissible.
If converting to CMYK or RGB colourspaces please use the
design. design. specific versions supplied.
2. Modified 00/00/00 Artist XX 2. Modified 00/00/00 Artist XX Process Cyan removed to accommodate additional Pantone 2. Modified 00/00/00 Artist XX Process Cyan removed to accommodate additional Pantone
181 7562 181 7562 2171 callout. 181 7562 2171 callout. 2. Modified 00/00/00 Artist XX
GINGER CLASSIC
HIGHBALL HIGHBALL
JIM BEAM WHITE JIM BEAM WHITE
GINGER ALE SODA WATER
LEMON OVER ICE LEMON OVER ICE
JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY. JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY. JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY. JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY.
Process Colours Process Colours

Production Notes: Production Notes: Production Notes:

These are key visual templates intended for subsequent adaptation. Actual Pantone callout for background to colour TBC pending Actual Pantone callout for background to colour TBC pending
print trials. print trials. Spot colours
Spot colours ‘Drink Smart’ logo is FPO. Spot colours Spot colours
Artwork Version Design intent is for a semi-matte coated stock in conjunction Design intent is for a semi-matte coated stock in conjunction Artwork Version
Artwork Version Artwork Version
All graphic elements are set as Pantone. If converting to CMYK or with a matt varnish. with a matt varnish.
1 2 3 4 1 2 3 4
4018 2006 Black 7
1 2 3 4 1 2 3 4
186 2006 Black 7 RGB colourspaces please use the specific versions supplied. 186 2006 Black 7 186 2006 Black 7
Barcode is FPO. To be updated at the prepress stage. Barcode is FPO. To be updated at the prepress stage.
Please follow the supplied instructions below the barcode Please follow the supplied instructions below the barcode
design. design. 1. Created 21/04/21 Artist JC
2. Modified 00/00/00 Artist XX Process Cyan removed to accommodate additional Pantone Process Cyan removed to accommodate additional Pantone 2. Modified 04/05/21 Artist JC
181 7562 2. Modified 00/00/00 Artist XX 2. Modified 00/00/00 Artist XX 3415
3. Modified 00/00/00 Artist XX 181 7562 2171 callout. 181 7562 2171 callout. 3. Modified 00/00/00 Artist XX
3. Modified 00/00/00 Artist XX 3. Modified 00/00/00 Artist XX

KEY VISUAL 1
MULTISERVE
Clear space of 2X
3X = height of B in 'BEAM'
(photography can crop
into this)
Process Colours
Process Colours
Production Notes: Production Notes:

Spot colours
‘Drink Smart’ logo is FPO.
Artwork Version
All graphic elements are set as Pantone. If converting to CMYK or Spot colours ‘Drink Smart’ logo is FPO.
1 2 3 4 186 2006 Black 7 RGB colourspaces please use the specific versions supplied. Artwork Version
PORTRAIT BACKGROUND LEGAL PROPPING PHOTOGRAPHY BRANDING

181 7562 1 2 3 4 186 2006 Black 7 RGB colourspaces please use the specific versions supplied.

181 7562
Logo and lock-up should be vertically Dappled shadows add Left aligned at bottom Propping of ice and Multiple drinks suggest Logo and lock-up should be
centered within the canvas, with logo warmth. See page 33 left of canvas garnish adds an sharing occasion. Golden vertically centered within
always sitting at top of canvas for usage informality glowing shadows add warmth the right of the canvas

KEY VISUAL 2
SOCIAL
Clear space of 2X
into this)
Process Colours
Process Colours
Production Notes:
Production Notes:
print trials.
Spot colours Actual Pantone callout for background to colour TBC pending
with a matt varnish. print trials.
Spot colours
PORTRAIT BACKGROUND LEGAL PHOTOGRAPHY BRANDING

Please follow the supplied instructions below the barcode with a matt varnish.
design.
1 2 3 4 186 2006 Black 7

181 7562
Process Cyan removed to accommodate additional Pantone Barcode is FPO. To be updated at the prepress stage.
4. Modified 00/00/00 Artist XX Please follow the supplied instructions below the barcode
design.
181 7562 2171 callout.
Logo and lock-up should be vertically Window shadows add Left aligned at bottom Multiple hands suggest sharing occasion. Golden glowing Logo and lock-up should be
centered within the canvas, with logo warmth. See page 33 left of canvas shadows add warmth. Hands should be propped at an vertically centered within
always sitting at top of canvas for usage upwards angle to dramatize height of the serve the right of the canvas

KEY VISUAL 3
BOTTLE PROPPING
Clear space of 2X
into this)
Process Colours
Process Colours
Production Notes:
Production Notes:
print trials.
Spot colours Actual Pantone callout for background to colour TBC pending
with a matt varnish. print trials.
Spot colours
PORTRAIT BACKGROUND LEGAL PHOTOGRAPHY BRANDING

Please follow the supplied instructions below the barcode with a matt varnish.
design.
1 2 3 4 186 2006 Black 7

181 7562
Process Cyan removed to accommodate additional Pantone Barcode is FPO. To be updated at the prepress stage.
4. Modified 00/00/00 Artist XX Please follow the supplied instructions below the barcode
design.
181 7562 2171 callout.
Logo and lock-up should be vertically Window shadows add Left aligned at bottom Multiple hands suggest sharing occasion. Golden glowing Logo and lock-up should be
centered within the canvas, with logo warmth. See page 33 left of canvas shadows add warmth. Hands should be propped at an vertically centered within
always sitting at top of canvas for usage upwards angle to dramatize height of the serve the right of the canvas

KEY VISUAL 4
SINGLE-SERVE
GINGER CLASSIC Clear space of 2X

HIGHBALL HIGHBALL 3X = height of B in 'BEAM'
JIM BEAM WHITE JIM BEAM WHITE into this)
GINGER ALE SODA WATER

LEMON OVER ICE LEMON OVER ICE
CLASSIC HIGHBALL
1 PART JIM BEAM WHITE
4 PARTS SODA WATER
LEMON SLICE OVER ICE
Production Notes:
Spot colours Graphics placed as smart objects within the PSDs have been
PORTRAIT
Artwork Version converted to CMYK colourspace due to software limitations.
Spot colours
If converting to CMYK or RGB colourspaces please use the Artwork Version
specific versions supplied.
BACKGROUND LEGAL PHOTOGRAPHY MESSAGING

1 2 3 4
2. Modified 00/00/00 Artist XX 4018 2006 Black 7
1. Created 21/04/21 Artist JC
Logo and lock-up should be

2. Modified 04/05/21 Artist JC
3415
Window shadows add Left aligned at bottom Multiple drinks suggest sharing occasion. Golden glowing Recipe breakdowns sit in the
vertically centered within the warmth. See page 33 left of canvas shadows add warmth. Multiple drinks are cropped into clear white space positioned
canvas, with logo always sitting for usage placing the focus on garnish and fizz centrally above the serve
at top of canvas

KEY VISUAL 4
SINGLE-SERVE FLAVORS
Our rules for the single-serve can be applied across all flavors,
swapping out recipes and garnishes to show our full range
CLASSIC HIGHBALL BLACK HIGHBALL APPLE HIGHBALL PEACH HIGHBALL GINGER HIGHBALL BLACK CHERRY HIGHBALL ORANGE HIGHBALL
1 PART JIM BEAM WHITE 1 PART JIM BEAM BLACK 1 PART JIM BEAM APPLE 1 PART JIM BEAM PEACH 1 PART JIM BEAM WHITE 1 PART JIM BEAM RED STAG 1 PART JIM BEAM ORANGE
4 PARTS SODA WATER 4 PARTS SODA WATER 4 PARTS SODA WATER 4 PARTS SODA WATER 3 PARTS GINGER ALE 4 PARTS SODA WATER 4 PARTS SODA WATER
LEMON SLICE OVER ICE ORANGE PEEL OVER ICE APPLE SLICE OVER ICE PEACH SLICE OVER ICE LEMON SLICE OVER ICE BLACK CHERRY OVER ICE ORANGE SLICE OVER ICE
JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY. JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY. JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY. JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY. JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY. JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY. JIM BEAM® KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©2021 JAMES B. BEAM DISTILLING CO., CLERMONT, KY.
Process Colours Process Colours Process Colours Process Colours Process Colours Process Colours Process Colours
Production Notes: Production Notes: Production Notes: Production Notes: Production Notes: Production Notes: Production Notes:
These are key visual templates intended for subsequent adaptation. These are key visual templates intended for subsequent adaptation. These are key visual templates intended for subsequent adaptation. These are key visual templates intended for subsequent adaptation. These are key visual templates intended for subsequent adaptation. These are key visual templates intended for subsequent adaptation. These are key visual templates intended for subsequent adaptation.
Spot colours Graphics placed as smart objects within the PSDs have been Spot colours Graphics placed as smart objects within the PSDs have been Spot colours Graphics placed as smart objects within the PSDs have been Spot colours Graphics placed as smart objects within the PSDs have been Spot colours Graphics placed as smart objects within the PSDs have been Spot colours Graphics placed as smart objects within the PSDs have been Spot colours
Artwork Version Artwork Version Artwork Version Artwork Version Artwork Version Artwork Version Graphics placed as smart objects within the PSDs have been
converted to CMYK colourspace due to software limitations. converted to CMYK colourspace due to software limitations. converted to CMYK colourspace due to software limitations. converted to CMYK colourspace due to software limitations. converted to CMYK colourspace due to software limitations. converted to CMYK colourspace due to software limitations. Artwork Version converted to CMYK colourspace due to software limitations.

If converting to CMYK or RGB colourspaces please use the 1 2 3 4 2006 Black 7 All graphic elements should be Pantone where permissible.
If converting to CMYK or RGB colourspaces please use the 1 2 3 4 2421 2006 Black 7 All graphic elements should be Pantone where permissible.
If converting to CMYK or RGB colourspaces please use the
specific versions supplied. specific versions supplied. specific versions supplied. specific versions supplied. specific versions supplied. specific versions supplied. specific versions supplied.
1. Created 00/00/00 Artist XX 1. Created 00/00/00 Artist XX 1. Created 00/00/00 Artist XX 1. Created 00/00/00 Artist XX 1. Created 00/00/00 Artist XX 1. Created 00/00/00 Artist XX 1. Created 00/00/00 Artist XX
2. Modified 00/00/00 Artist XX 2. Modified 00/00/00 Artist XX 2. Modified 00/00/00 Artist XX 2. Modified 00/00/00 Artist XX 2. Modified 00/00/00 Artist XX 2. Modified 00/00/00 Artist XX 2. Modified 00/00/00 Artist XX
All 7 Key serves are available for download

KEY VISUAL
DO NOT use more than 3 glasses per layout DO NOT prop more than 2 items
DO allow enough white space around glassware

Process Colours
Production Notes:
Artwork Version

181 7562
DO rotate some glasses so not all rosette's face forward

DO use a variety of flavors
DO NOT position all glasses facing forward DO NOT crop glasses so garnish is not visible

BRAND IN ACTION
ON-PREMISE

BRAND IN ACTION
OFF-PREMISE

BRAND IN ACTION
MERCHANDISE

CONTACTS
To submit any questions, please contact: To request any KV's or any primary/secondary
assets, please contact:

EMMALEE KOHLHOFF INTERNATIONAL:
ACCOUNT DIRECTOR TIM DEXTER
Proof Global SENIOR ACCOUNT DIRECTOR
emmalee.kohlhoff@beamsuntory.com Proof Global
tim.dexter@beamsuntory.com
LINDSAY O'HARA
BRAND MANAGER US:
Jim Beam, Global Brand House ASHLEY MOORE
lindsay.ohara@beamsuntory.com SENIOR ACCOUNT MANAGER
Doe-Anderson, Inc
KATIE FUNK amoore@doeanderson.com
MARKETING DIRECTOR
Jim Beam, Global Brand House
katie.funk@beamsuntory.com
CHEERS

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VISUAL IDENTITY

In these pages, you’ll find helpful tips, rules and guidelines

JIM BEAM GUIDELINES | CONTENTS | OUR PRINCIPLES 5

It’s there on a summer’s evening on Fred Noe’s porch.

JIM BEAM GUIDELINES | CONTENTS | OUR PRINCIPLES 6

GUIDED BY OUR DESIGN PRINCIPLES

JIM BEAM GUIDELINES | CONTENTS | OUR PRINCIPLES 7

WARMTH OF THE SUN

JIM BEAM GUIDELINES | CONTENTS | OUR PRINCIPLES 8

OPEN AND INVITING

NONE GENUINE WITHOUT MY SIGNATURE

JIM BEAM GUIDELINES | CONTENTS | OUR PRINCIPLES 9

JIM BEAM GUIDELINES | CONTENTS | OUR PRINCIPLES 10

JIM BEAM GUIDELINES | CONTENTS | OUR PRINCIPLES 11

JIM BEAM GUIDELINES | CONTENTS | OUR PRINCIPLES 12

ICONIC LOCK-UP COLOR PALETTE TYPOGRAPHY

NONE GENUINE WITHOUT MY SIGNATURE

NONE GENUINE WITHOUT MY SIGNATURE

SUN-LIT PHOTOGRAPHY SECONDARY ASSETS EVERGREEN MESSAGING

JIM BEAM GUIDELINES | CONTENTS | OUR TOOLKIT 14

The famous swing logotype with our historic

A relationship never to be broken, telling two

Our swing logotype carries our family name

Our historic rosette is a symbol of the

FIXED ASSET - DO NOT ALTER

JIM BEAM GUIDELINES | CONTENTS | OUR TOOLKIT 15

IMPORTANT MINIMUM SIZE

Minimum clear space = X

Our clear space rule is relative to the logo

JIM BEAM GUIDELINES | CONTENTS | OUR TOOLKIT 16

In activations where space is restricted, SEMI-CROPPED CROPPED

See annotations for where to crop iconic

RESTRICTED USE LOGOTYPE RESTRICTED USE LOGOTYPE

LIMITED PRINT BLACK

Use this lock-up for debossings

LIMITED PRINT WHITE LIMITED PRINT WHITE LOCK-UP

Use this lock-up for embossings

JIM BEAM GUIDELINES | CONTENTS | OUR TOOLKIT 18

WHEN AND WHERE

HOW SEMI-CROPPED LOCK-UP CROPPED LOCK-UP

LIMITED PRINT WHITE & BLACK LOCK-UP RESTRICTED USE LOGOTYPE

JIM BEAM GUIDELINES | CONTENTS | OUR TOOLKIT 19

DO use as a fixed lock-up

JIM BEAM GUIDELINES | CONTENTS | OUR TOOLKIT 20

Our color palette captures the warmth and

JB WHITE JB SUNGOLD JB BLACK JB RED

PMS 2006 PMS Black 7 PMS 186

JIM BEAM GUIDELINES | CONTENTS | OUR TOOLKIT 21

JB WHITE JB SUNGOLD JB BLACK JB RED

NONE GENUINE WITHOUT MY SIGNATURE

JIM BEAM GUIDELINES | CONTENTS | OUR TOOLKIT 22

FS Dillon Open rounded face, that reflects

• CLICK ON INDIVIDUAL FONT NAMES TO LICENSE FONTS •

Fonts must be licensed per user.

WHEN AND WHERE

Type setting Use our Jim Beam typefaces to

JIM BEAM GUIDELINES | CONTENTS | OUR TOOLKIT 24

We have a range of templatable options that

OPTION 1 Primary OPTION 2 Secondary OPTION 3 Long title

JIM BEAM GUIDELINES | CONTENTS | OUR TOOLKIT 25

JIM BEAM GUIDELINES | CONTENTS | OUR TOOLKIT 26

JIM BEAM GUIDELINES | CONTENTS | OUR TOOLKIT 27

AVERIA SERIF REGULAR

JIM BEAM GUIDELINES | CONTENTS | OUR TOOLKIT 28