BRAND

WORLD
EXECUTIVE
SUMMARY
MUMM BRAND WORLD EXECUTIVE SUMMARY BRAND STORY

BRAND STORY
vant-garde since 1827, Maison Mumm launches its new
brand platform celebrating new beginnings: those moments
of progress in life when exciting new perspectives invite
us to look beyond the limits of our horizons.

The Maison Mumm brand world embodies energy, boldness while keeping the singular
style of the House. Its spirit of innovation, positivity and its self-assured personality are
all expressed with a look and feel of stylish elegance.

The brand’s historic and cultural signifiers-such as the iconic Red Sash-remain present.
They are revisited with yet more movement and intensity, together with a new aesthetic
expressing the new brand codes of dynamism and style.

Maison Mumm consolidates its position by respecting the history and heritage of one
of the boldest brand codes in the category, setting itself apart in the world of champagne
and luxury. This is Maison Mumm’s DNA: an ability to open up new paths with confidence
and optimism.

It’s not about where you end, but how you begin...
Cathryn Boudiak
Mumm Brand Director

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CONTENT
B R A N D C O M PA S S ............ 7

F R A M I N G . . . . . . . . . . . . . . . . . . . . . . 9 -1 2

LOOK & FEEL ................. 14

V I S U A L I N G R E D I E N T S . . . . . . 16

G R A P H I C S . . . . . . . . . . . . . . . . . . . . . 1 8 -2 3

MEDIA ......................... 25-2 7

TRADE ......................... 29 -38
 BRAND
COMPASS
 BRAND COMPASS
MUMM BRAND WORLD EXECUTIVE SUMMARY

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FRAMING
MUMM BRAND WORLD EXECUTIVE SUMMARY FRAMING

CELEBRATORY
To be celebratory is to transmit infectious optimism, to emanate positive energy, to bring
oxygen to key moments in life.

J OY F U L - E B U L L I E NT - R A D I A N C E - DY N A M I C - V ITA L

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MUMM BRAND WORLD EXECUTIVE SUMMARY FRAMING

INHERENT STYLE
‘Inherent style’ means knowing yourself well enough to express your personal taste, to exude an
unconventional elegance and to demonstrate panache in your reinvention of the classics. ‘Inherent style’
expresses both an attitude and a bold graphic style.

P R E S T I G E - F L A M B O YA N T - AT T I T U D E - B O L D

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MUMM BRAND WORLD EXECUTIVE SUMMARY FRAMING

AVANT-GARDE
To be avant-garde is to have a vision, a set of beliefs, to look to the future, to use progress to open up new directions.
It’s to be part of a new generation of explorers challenging the horizons of convention.

G R A P H I C/C O N F I D E NT - M A K E A S TAT E M E NT - P E R S P E CT I V E S - O P E N-M I N D E D - E X P LO R AT I O N

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MUMM BRAND WORLD EXECUTIVE SUMMARY FRAMING

SAVOIR-FAIRE
Savoir-faire is the embodiment of a philosophy of excellence. It represents a devotion to terroir
and to Pinot Noir, to putting passion at the service of wine.

R AW M AT E R I A L S - T E R R O I R - H A N D M A D E - S T R U CT U R E D

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LOOK & FEEL
MUMM BRAND WORLD EXECUTIVE SUMMARY LOOK & FEEL

n the ‘Dynamic Stylishness’ of Mumm’s

look and feel, we rediscover both the efficient
momentum and compelling movement
that are a particularity of the House.

This effect is intensified, while at the same time

new elements of sophistication allow the design to
breathe. The look and feel embodies Mumm’s new
vision with a particular attention to the details of the
materials, shapes, colors, typography and finish.

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 VISUAL
INGREDIENTS
MUMM BRAND WORLD EXECUTIVE SUMMARY VISUAL INGREDIENTS

V I S UAL
ING R ED I E N TS

The visual ingredients

demonstrate the ‘Dynamic
Elegance’ of Maison
Mumm. Historic codes 1. 2. 3.
are complemented with BOTTLE SASH LOGOTYPE
contemporary ones,
as new vertical typogram
and monogram.

4. 5. 6.
Together they create an
enriched, refined and vibrant
ABC FONT EAGLE BRAND
brand vocabulary that the COLORS
House interprets differently
according to the atmosphere
that it wishes to create,
whether of low or high energy. 7. 8. 9.
New combinations of RED VERTICAL MONOGRAM
these brand signifiers have TRACE TYPOGRAM
been thought out to create
unexpected effects that
are more contemporary
and elegant.
Please see full graphic
guidelines for details on usage
of these visual codes.

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GRAPHICS
MUMM BRAND WORLD
B RA ND B LO CK
The brand block consists
of the three major
elements of the Mumm
identity: the name of the
founder of the House, the
iconic cordon rouge and
the imperial eagle.
The brand block offers a
timeless representation of
Mumm’s wealth of history,
of its quest for excellence
and of its confident and
dynamic personality.
EXECUTIVE SUMMARY GRAPHICS
+ +
THE EAGLE
A heraldic symbol of power,
the imperial eagle was present on the Mumm
family’s coat of arms before appearing
on the labels of the House’s champagnes.
THE SASH
The ‘Cordon Rouge’ made its first appearance
on Maison Mumm’s bottles in 1876, evoking
the Légion d’Honneur, the highest French order
of merit. Its first manifestation was in the form
of a red silk ribbon, which, a few years later,
became integrated into the label. A strong
and distinctive sign of excellence and luxury,
it subsequently became a visual shorthand
for champagne itself.
=
THE BRAND THE PRODUCT
S I G N AT U R E C AT E G O R Y
An insatiable entrepreneur and charismatic ‘Champagne’ as a word embodies
visionary, Georges Hermann Mumm wanted the savoir-faire and excellence that Maison
to turn Maison Mumm into a great champagne Mumm has committed to
house, right from its very beginnings. the creation of its wines over the course
He expressed his vision with the motto: of nearly 200 years.
‘Only the Best’.
The ‘M’ is the central element of the brand
signature with a verticality underlining the
strong, confident personality of the House.
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MUMM BRAND WORLD EXECUTIVE SUMMARY GRAPHICS

DROPPED CAPITALS/BIG TITLE TITLES SUBTITLES & TEXTS

F O NTS M UMM PROPRIETARY FONT MENO BAN N ER F O N T RO B O T O F O N T

Mm Mm
The brand style is also
completed by 3
accompanying fonts
which affirm the style
and the character of
Maison Mumm.

Meno Banner Bold Roboto Light

Lorem ipsum dolor sit amet, consectetur
adipiscing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua.
Ut enim ad minim veniam, quis nostrud
exercitation ullamco laboris nisi ut aliquip ex ea
Lorem ipsum dolor sit amet, consectetur adipiscing
elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam,
quis nostrud exercitation ullamco laboris nisi ut
aliquip ex ea commodo consequat.

Roboto Regular
Lorem ipsum dolor sit amet, consectetur
adipiscing elit, sed do eiusmod tempor incididunt
ut labore et dolore magna aliqua. Ut enim ad minim
veniam, quis nostrud exercitation ullamco laboris
nisi ut aliquip ex ea commodo consequat.

Roboto Bold
Lorem ipsum dolor sit amet, consectetur
adipiscing elit, sed do eiusmod tempor incididunt
ut labore et dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercitation ullamco
laboris nisi ut aliquip ex ea commodo consequat.

Roboto Condensed
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damus, voluptatem voluptum ut litaes quo beris sit harum eturi-
bea eari rem et quaspiet poritas volleni hillatur rae dene voloria
nullibus ut hillique nis aut faccus porepel explibus et ma vent
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MUMM BRAND WORLD EXECUTIVE SUMMARY GRAPHICS

C O LO RS

Maison Mumm has at

its disposal a palette of
simple, impactful and
sophisticated colors.

Their selection is
KURZ
guided by a concern for
efficacy and elegance
that is coherent with
the personality and
positioning of the brand.
The materials used
support these colors with
a play of textures offering
additional sophisticated WHITE PA NTO N E BLACK LUXOR
details. P1795C 381

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MUMM BRAND WORLD EXECUTIVE SUMMARY GRAPHICS

C O LO RS

The brand identity is

represented with a
palette of four colors that
50%
are combined in varying WHITE
proportions according to
the context in which they
are used.
White: brings a feeling
of fresh air and light.
Red: a reference to the
emblematic red sash of
30%
the House, symbolizing RED
Mumm’s excellence and
its dynamic stance.
Black and gold: reassuring
colors in the world of luxury
and champagne.

15%
BLACK

5%
GOLD
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MUMM BRAND WORLD EXECUTIVE SUMMARY GRAPHICS

E XA M PL E
OF APPLI CAT I O N

Invitation Card
& Invitation Envelope

MUMM
A le plaisir de vous convier au lancement
de sa cuvée iconique Mumm Grand Cordon
Mardi 24 Septembre 2020 à 19:30

L’Opéra Restaurant - Palais Garnier

Place Jacques Rouché - Paris

Merci d’être muni de votre invitation personelle qui vous sera demandée

FRONT BACK

FRONT BACK

DESIGN
IN PROGRESS
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MUMM BRAND WORLD EXECUTIVE SUMMARY GRAPHICS

E XA M PL E
OF APPLI CAT I O N

Gift Bag

FRONT SIDE SILK PAPER

DESIGN
IN PROGRESS
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MEDIA
MUMM BRAND WORLD EXECUTIVE SUMMARY MEDIA

A DVE RT I S I N G
CAM PAI G N

Mumm Cordon Rouge

Mumm Grand Cordon
INTERNATIONAL

«Celebrate
New Beginnings»

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MUMM BRAND WORLD EXECUTIVE SUMMARY MEDIA

A DVE RT I S I N G
CAM PAI G N

Mumm Cordon Rouge

Mumm Grand Cordon
FRANCE

«Précurseur»

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MUMM BRAND WORLD EXECUTIVE SUMMARY MEDIA

C U V ÉE S C O LO RS

Mumm Cordon Rouge

Gold & Red
CUVÉE C O LO R PA L E T T E KEY VISUAL CUVÉE C O LO R PA L E T T E KEY VISUAL
Mumm Rosé
Pink & Red

Mumm Grand Cordon

Turquoise & Red

Mumm Millésimé
Silver & Red

COLOR WIP COLOR WIP

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TRADE
MUMM BRAND WORLD EXECUTIVE SUMMARY TRADE

V I S UAL
MAN DAT O RY
ING R ED I E N TS

The visual ingredients used for

trade come in two categories:
the Mandatory Ingredients
(which must be used
1. 2. 3. 4.
BOTTLE LOGOTYPE RED TRACE BRAND
in all contexts) and the
COLORS
Complementary Ingredients
(which are used variously
according to context and
format). They are classified
here in order of visual priority CO M PL EM EN TARY
according to each category.

5. 6. 7.
GOLD VERTICAL MONOGRAM
FRAME TYPOGRAM

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M U M M MBURMA M
N DB R
WAONR DL DW O R L D E X E C U ETXI V
ECE USTUI M
V EM A
SRUY
MMARY T R A D ET R A D E

MATE R I AELS
MAT R I ALS

The textures
The textures of the materials
of the materials
bring additional
bring additional sophistication
sophistication
to the colors.
to the colors.
The deep Thered deep
(theredsame(theassame as
that usedthat
in used in theRed
the iconic iconic Red
Sash) is Sash)
intenseisand
intense
silky.and silky.
The whiteThebrings
whitefreshness
brings freshness
and clarity.
and clarity.
The blackThebrings
blackdepth
bringsand depth and
brilliance
brilliance to the redto and
the red
gold.and gold.
The noblest
The noblest color in the
color in the
the gold,
palette,palette, theis gold, is expressed
expressed
in an attractive
in an attractive variety of variety of
tones,
tones, with with renderings
renderings ranging ranging
fromtoglossy
from glossy matt. to matt.

MATT RED SS H
H II N
N YY WWHHI T
I TE E C H A M PA G N E MATT BLACK PA L E O A K WHITE LIGHT RED LIGHT
GOLD

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MUMM BRAND WORLD EXECUTIVE SUMMARY TRADE

E XA M PL E
OF APPLI CAT I O N

Beach Bar

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MUMM BRAND WORLD EXECUTIVE SUMMARY TRADE

E XA M PL E
OF APPLI CAT I O N

Beach Bar
Zoom in on the pattern
effect

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MUMM BRAND WORLD EXECUTIVE SUMMARY TRADE

E XA M PL E
OF APPLI CAT I O N

Gondola

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MUMM BRAND WORLD EXECUTIVE SUMMARY TRADE

E XA M PL E
OF APPLI CAT I O N

Gondola End

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MUMM BRAND WORLD EXECUTIVE SUMMARY TRADE

E XA M PL E
OF APPLI CAT I O N

Podium 9 m2

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MUMM BRAND WORLD EXECUTIVE SUMMARY TRADE

E XA M PL E
OF APPLI CAT I O N

Shop Window XL

36
MUMM BRAND WORLD EXECUTIVE SUMMARY TRADE

E XA M PL E
OF APPLI CAT I O N

Glorifier day/night

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MUMM BRAND WORLD EXECUTIVE SUMMARY TRADE

E XA M PL E
OF APPLI CAT I O N

Photocall

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More details to come:
GRAPHIC GUIDELINES

MEDIA GUIDELINES

TRADE GUIDELINES