FIREBALL GLOBAL STYLE GUIDE

2017
 INTRODUCTION

This manual provides the guidelines and

Fireball approved symbol, logotype, and related
elements.

This manual has been developed with five

objectives in mind:

1. To effectively convey our commitment to

the brand.

2. To increase name recognition through a

consistent brand identity.

3. To build the equity of our brand history.

4. To create greater awareness for our product

across all markets via the brand image.

5. To realize economies of time and money

in the development of communications.

The graphic elements detailed in this manual

How to Follow the are key to creating a clear and recognizable
brand identity. Thus, these standards, guidelines,
Standards and specifications must be employed without
exception to ensure achieving our objectives.
Identity materials are provided in two forms.
First, this document provides a ready visual
reference noting key measurements and
specifications. Second, all materials are provided
in electronic format for immediate application.

This is our corporate identity, our signature,

our brand to our customers and employees.
It represents not only what and who we are,
but graphically projects the quality of our
products and services that we are committed
to providing. Please use it with this in mind.
 BRAND MARK

Corporate Signature Version One

VERSION ONE These must be displayed in the exact
relationship shown at left. The brand signature
has been designed to be accurately
reproduced across all reproduction methods
and must not be graphically altered.

One-color application Black

One-color application PMS 187 Red four-color process application

Four flat-color application Four-color process application

One-color application White

 BRAND MARK
INTRODUCTION

Corporate Signature Version Two

VERSION TWO These must be displayed in the exact
relationship shown at left. The brand signature
has been designed to be accurately
reproduced across all reproduction methods
and must not be graphically altered.

One-color application Black

One-color application PMS 187 Red four-color process application

Four flat-color application Four-color process application

One-color application White

 BRAND MARK
INTRODUCTION

Corporate Signature Version Three

VERSION THREE These must be displayed in the exact
relationship shown at left. The brand signature
has been designed to be accurately
reproduced across all reproduction methods
and must not be graphically altered.

One-color application Black

One-color application PMS 187 Red four-color process application

Four flat-color application Four-color process application

One-color application White

 BRAND MARK
INTRODUCTION

Corporate Signature Version Four

VERSION FOUR These must be displayed in the exact
relationship shown at left. The brand signature
has been designed to be accurately
reproduced across all reproduction methods
and must not be graphically altered.

One-color application Black

One-color application PMS 187 Red four-color process application

One-color application White Four-color process application

 BRAND MARK
INTRODUCTION

Corporate Signature Version Five

VERSION FIVE If you are prohibited by regulation from using
the preferred product name, Fireball Whisky,
the acceptable alternative is to use the Fireball
name/trademark on its own.

One-color application Black

One-color application PMS 187 Red four-color process application

One-color application White Four-color process application

 BRAND MARK

Corporate Signature Version Six

VERSION SIX These must be displayed in the exact
relationship shown at left. The brand signature
has been designed to be accurately
reproduced across all reproduction methods
and must not be graphically altered.

If you want to use the Fireball trademark in

conjunction with the Dragon character, it should
be used in one of the versions included here.

One-color application Black

One-color application PMS 187 Red four-color process application

Four flat-color application Four-color process application

One-color application White

 BRAND MARK
INTRODUCTION

Corporate Signature Version Seven

VERSION SEVEN These must be displayed in the exact
relationship shown at left. The brand signature
has been designed to be accurately
reproduced across all reproduction methods
and must not be graphically altered.

If you want to use the Fireball trademark in

conjunction with the Ignite The Nite tagline,
it should be used in one of the versions
included here.

One-color application Black

One-color application PMS 187 Red four-color process application

One-color application White Four-color process application

 BRAND MARK
INTRODUCTION

Corporate Signature Version Eight

VERSION EIGHT These must be displayed in the exact
relationship shown at left. The brand signature
has been designed to be accurately
reproduced across all reproduction methods
and must not be graphically altered.

If you want to use the Fireball trademark in

conjunction with the Dragon character, it should
be used in one of the versions included here.

One-color application Black

One-color application PMS 187 Red four-color process application

One-color application White Four-color process application

 BRAND TAGLINE
INTRODUCTION

Tagline Version One

VERSION ONE These must be displayed in the exact
relationship shown at left. The global tagline
has been designed to be accurately
reproduced across all reproduction methods
and must not be graphically altered.

One-color application Black

One-color application PMS 187

Red four-color process application

One-color application White

 BRAND TAGLINE
INTRODUCTION

Tagline Version Two

VERSION TWO These must be displayed in the exact
relationship shown at left. The tagline has
been designed to be accurately reproduced
across all reproduction methods and must not
be graphically altered.

If you are prohibited by local regulations from

, using the global tagline, Ignite The Nite is the
approved alternative. This must be used within
One-color application Black
the approved type font as shown here.

,
One-color application PMS 187 One-color application PMS 187

,
Red four-color process application Red four-color process application

,
One-color application White One-color application White

One-color application Black

 BRAND CHARACTER

Corporate Character
The dragon character must be displayed as
shown at left. The brand character has been
designed to be accurately reproduced across
all reproduction methods and must not be
graphically altered.

In addition, the dragon character should not

be reproduced using smaller portions of the
image that will alter the perception of the
character overall.

One-color application Black

One-color application PMS 187 Red four-color process application

NOT ACCEPTABLE
One-color application White
 BRAND MARK

Corporate Colors
Shown on the left are the 3 corporate colors. These
are to be used whenever printing in 4 colors.

The corporate logo should only be used with the

combination of Red (PMS 187), Black, ) and
Gold (PMS 872). However, for point of sale and
promotional programs, the Fireball logo can
reversed out of or overprint a contrasting
solid color.

When multiple colors are not an option, then

Black White or PMS 187 should be used.

These PMS colors must be given to vendors

reproducing corporate graphics in other mediums
(i.e., paint, video, and cloth).

CORPORATE COLORS

Red PMS 187 Gold PMS 872 Black

Clear space
Clear Space
Shown on the left is the area of clear space that
should surround the logo.

No type or images should infringe upon

this area.
 ADVERTISING

Requirements And Recommendations

Main Image
All Fireball printed materials will contain
a main image:
• Background used should be either
Black smoke background or Red &
brown background provided
• Bottle is approximately one half the
height of the overall ad size and is
located on the left side of the ad. Can
be used with or without shot glass

Headlines
As with any headline, these are meant to entice
the reader. In addition, we attempt with our
headline to:
• Partner with the main image
to tell a complete story
• Use conversational language;
strive for wit
• Keep them as short and concise
as possible
Font:
• Helvetica Neue Condensed, centered
• Color: White
• Width should be the approximate
width of tagline
• Tight leading approximately
1-2 pt. greater than font size
• Located centered above tagline

Lower Right Corner

The tagline, url, responsibility message and
copyright line are found in the lower right corner
• Center all under headline
• Use art provided for tagline in white
• Url is lower case Helvetica Neue
Condensed in white
approximately the width of the tagline
• Responsibility statement is upper case
Helvetica Neue Condensed in white
• Mandatory is upper case Helvetica Neue
Condensed in white kept to a minimum
Use bottle for your market Use tagline for your market point size
 ADVERTISING

Sample Of Current Campaign

The ads presented have been designed to capture
the brand positioning and have been used in the
U.S. and other markets.

They are available as psd files for your use and can
be customized, if needed, using elements specific
to your market:
• Bottle photography
• Tagline
• Mandatory copy, etc.

Fireman Ad
(provided as a layered psd file)

Hydrant Ad Oven Mitt Ad

(provided as a layered psd file) (provided as a layered psd file)
 BRAND PRODUCT

Use Of Bottle Photography

Fireball packaging artwork should be used as
depicted here: full bottle image presented from
a front and center angle. Use of the shot glass
next to the bottle is optional. It is preferred
that packaging be shown at a large enough
size to allow the words Cinnamon Whisky to
be clearly readable.

NOTE: If a different brand descriptor than

“Cinnamon Whisky” is used on the label in your
market, please follow the same standards by
showing the bottle from a front and center
angle with the Fireball name and dragon
symbol strongly visible.

Canadian bottle without glass US bottle without glass

Canadian bottle with glass US bottle with glass

 BRAND DRINKS

Use Of Drink Photography

Fireball is promoted for usage as a straight
shot, in chilled shots, or a few simple mixed
drinks (see www.fireballwhisky.com).

Fireball should never be promoted for use

in “fancy” drinks that would compromise
its “tough” image or shown in overly
fancy glassware.

Fireball shot glass

NOT ACCEPTABLE
 BRAND BACKGROUND

Graphic Background
In preparing creative materials to advertise and
promote Fireball, the visual provided here (as
both a layered and flatten files) is approved
artwork to use as a background.

Black smoke background

(provided as both a layered and a flattened file)
 FONTS

Bodega Serif-Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Helvetica Neue Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

OptiFantastik