BRAND IDENTITY 2

SKOL BRAND IDENTITY 2

Skol Brand identity
S kol Inte r nati on al

SKOL is a very qualitative beer with SKOL specifications for the Brand Manual : Targets
a great refreshing taste, brewed
with natural ingredients: pure water Parameters Units Skol Skol Skol 1
and a balanced mix of hob and malt. 70/30 100%*
Original Extract °P 10.9 11.8 8
Apparent Extract °P 1.8 1.7 N.A
Alcohol by volume % V/V 4.8 5.3 <1
Color EBC 6.5 7.2 8
Bitterness BU 12 15 N.A
CO2 G/L 5.9 5.8 N.A
Foam(Nibem) sec >240 >250 N.A
N.A: Not available
* based on the average of the specifications ranges.

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Skol Brand identity
S kol Inte r nati on al

O UR M I S SIO N: OU R VISION: O U R ST R AT E GY :
Building SKOL to a major quality beer brand To make SKOL a PAN-AFRICAN beer brand Offering SKOL as a competitive beer brand
all over Africa. building on its African, Brazilian and all over Africa through
European roots.
Connecting people by creating relieve - Share holding in domestic brewery “pearls”
aspiration and fun.
- License agreements with large domestic
We see consumers at the heart of everything players
we do.
- Distribution agreements through major
Looking for superior quality, service and import companies
innovation opportunities.
As thus creating a higher brand value than
each country can bring by his own.

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Skol Brand identity
S kol Inte r nati on al «  Bran d D iamond  »

« SKOL Connection »

Why SKOL ?
SKOL as a lubricant that facilitates all
generations’ thirst for being together,
partying, fun and excitement.
ICON COLOR CODE
SOCIAL CONNECTOR
- Yellow background
Benefits ?
- Red letter type
Rational Emotional
- Easy drinking with - Trigger, social lubricant
refreshing and smooth connecting and energizing people
taste from different backgrounds, KEY AUDIO
- Brewed with natural countries, social ranks, etc. who
and quality ingredients are just looking for excitement, -F
 ull integration of music into
- Pricing (upper sociability, party and fun brand
PERSONALITY mainstream, affordable) - Spontaneous energy
- The International beer - Looking for something -S  pontaneity of SKOL and
-S  KOL is great company, he’s that is drunk from Rio unexpected music sparking together
sociable, spontaneous and to Shanghai - Desire for new relation and - Getting the fun going
always up for whatever experience
- Right facilitator to create
unexpected occasions for fun
KEY VIDEO
- Social energizer for all groups
of consumers
- Values: Look at the bright SELLING/CONVINCING IDEA - Focus on the brand
side. What’s next. Live life to - Connection, bringing people
the full together
-S
 KOL is fun for all generations, keeping you
young and going - Always humor and something
unexpected
-S
 KOL brings you together, it fosters
connection, sociability and fun - The place to be, sociability

-S
 KOL is recognized as int’l brand, drunk on
all continents
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Skol Brand identity
S kol Value s

N TIATION INNOV TM ENT TO PRO

E RE A MI MI
M

TIO

SE
F

CO
DIF

S
N
E RS COME
UM F
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IR
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N EV THING TEAMWORK
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Skol Brand identity
S kol Value s

N C we’re cool,
impossible is nothing, we don’t argue , we act we look good
O we are original,
we differentiate
us from the rest

we are open to the market

O
needs, adapt ourselves

N we are nice,
we treat everybody

we are interesting to our

I with respect

consumers/customers

N we value no nonsence

we are targeted, we are

T and integrity

commited to reach results

E we have the energy, we work hard

and get rewarded through results

we are correct, stick to our promises

C
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Skol Brand identity

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Skol Brand identity

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 Skol Brand identity
C or por ate G ui delin es

LOG OTYP E - THE C OLO U RS

The logo of SKOL trademark with its red colour is very strong on the semiotic level.

LO GO C M J N BICH ROM ATIC LOGO

Pantone® Pantone®
CYA N M A G E N TA Y E L LO W BLACK 10 9
179 7

To use when the number of colours is restricted.

LO GO P M S
MONOCH ROM ATIC LOGO

Pantone® Pantone® Pantone®

179 7 10 9 BLACK
Pantone®
179 7
In some specific cases, when required by printing techniques, it is possible
to use this simplified logo in which effects have been removed.
To use when only one colour is possible.

LO GO R AL

Pantone® Pantone® Pantone®

3020 10 21 9005

To use for certain materials such as vehicles, architecture (buildings?)...

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 Skol Brand identity
C or por ate G ui delin es

LOG OTYP E - A P P L IC ATIO NS ON C OLOU R ED B A C KG ROU ND S

A p pli c ati ons on y ellow b ackg rou n d Ap p l i cat i o ns o n co l o u re d b ackg ro u nd s

CO LOU R LOG OS
To use with a shading on coloured and/or white background.

2 -CO LO UR LO GO O N E CO LOU R LOGO

In such a case, a white outline will apply The white outline will not apply
to determine the sides. for one colour logos.

For all usage on various backgrounds.

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 Skol Brand identity
C or por ate G ui delin es

LOG OTYP E - M IN IM U M S IZE R EQU IR EMENTS

For best readability of the logotype, we recommend the following minimum sizes:

LOGOTY PE – MI N I MU M S I Z E S LOG OTY P E – ZONE OF I NV I OLAB I L I TY

To insure the integrity of the
P R E C I SE P RIN T IN G logo, it should be confined
in a blank area. This area
Basic logotype with a minimum of 15 mm. of isolation protects it from
other imagery, graphics,...
15 mm

E XT R A SM ALL SIZES
When it is needed to print the logo in a smaller size,
it can be reduced to the minimum sizes as follows:

10 mm

A A

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 • Ne pas utiliser le logo en négatif

Skol Brand identity

1. Logotype
C or por ate G ui delin es
1.4. Les interdits • Ne jamais utiliser une autre
typographie
Nous vous indiquons ici une liste non exhaustive de ce qu’il ne faut pas faire avec le logo: • Ne jamais utiliser une autre
typographie
LOG OTYP E - I NC O RRECT U S A G E
• Ne pas déformer ou transformer
le logotype
The examples below illustrate a non exhaustive number of incorrect versions of the logo. Never apply such examples.

• Ne pas inverser ou modifier

les couleurs
• Ne pas inverser ou modifier
les couleurs
Do not distort or Do not invert or
change the logo. alter colours.
• Ne pas utiliser le logo en négatif

Do not reproduce the

logo as a negative • Ne pas empiéter sur la zone
image (white on the d’inviolabilité
• Ne pas empiéter sur laDo
zonenot encroach
coloured background). d’inviolabilité the inviolability.
• Ne jamais utiliser une autre Lorem ipsum
typographie
Lorem ipsum
Never use another
typography.

Skol - Brandbook: Entrez dans la connection - Janvier 2009

Skol - Brandbook: Entrez dans la connection - Janvier 2009
• Ne pas inverser ou modifier
les couleurs
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 Skol Brand identity
C or por ate G ui delin es

LOG OTYP E - I NC O RRECT U S A G E

The examples below illustrate a non exhaustive number of incorrect versions of the logo. Never apply such examples.

Never use the logo with

the arrow in place of the
“o” on any packaging.

Use the arrow in place

of the “o” for specific
communication purposes
in advertising & print
when the “connection”
needs to be emphasized.

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 Skol Brand identity
C or por ate G ui delin es

LOG OTYP E - THE IC O N

The rounded arrow demonstrates the spirit of “ SKOL connection ” through an icon (see Brand Diamond) adding a significant dynamic feature
that makes the trademark attractive and unique.

TH E I C O N

COLOUR LOGO

CYA N M A G E N TA Y E L LO W BLACK

2-COLOUR LOGO

Pantone® Pantone®
179 7 10 9

ONE COLOUR LOGO

Pantone®
179 7

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 Skol Brand identity
C or por ate G ui delin es

TYPO G RA P HI ES A C C OM PANI MENT

We recommend the usage of two types of typography accompaniments: one for the
printing applications and the other for word processing and desktop.
These have been selected for their simplicity, easy readability even in small prints and
for their image being simultaneously contemporary and timeless.

Pr i n t ap pl i c at i o n s

ITC N EWT EXT BT B O OK ITC NE WTE XT BT BOOK ITALIC

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ? ! () * / - + = 0123456789 ? ! () * / - + =

ITC N EWT EXT BT DEMI ITC NE WTE XT BT D E MI ITALIC

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ? ! () * / - + = 0123456789 ? ! () * / - + =

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 Skol Brand identity
C or por ate G ui delin es

TYPO G RA P HI ES A C C OM PANI MENT

We recommend the usage of two types of typography accompaniments: one for the
printing applications and the other for word processing and desktop.
These have been selected for their simplicity, easy readability even in small prints and
for their image being simultaneously contemporary and timeless.

Des k to p app l i c at i on s

(Word, PowerPoint, Internet...). As “ITC Newtext BT Book” typo does not exist for word processing, you should use “Ariel” instead.
(However, in order to have optimise the font approach, you could modify the tool parameters: horizontal and vertical scales).
This should help you have consistency in all your internal mail.

ITC N EWT EXT BT B O OK ITC NE WTE XT BT BOOK ITALIC

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ? ! () * / - + = 0123456789 ? ! () * / - + =

ITC N EWT EXT BT DEMI ITC NE WTE XT BT D E MI ITALIC

at
“Beer is proof th
d wants us
God loves us an abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
to be happy.” 0123456789 ? ! () * / - + = 0123456789 ? ! () * / - + =
in, 1706
Benjamin Frankl

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