visual identity

guidelines

01
introduction

table of contents table of contents

04-05 INTRODUCTION 037-039 COMMUNICATION CHAPTERS CHAPTER 5 CHAPTER 7

06-07 The Buchanan’s Key Brand Benefit 062 MASTER COMMUNICATION 086 RED SEAL COMMUNICATION
08-09 The Buchanan’s Legacy 063 Personality Board
CHAPTER 3 087 Personality Board
064-067 5.1 Master Logo Lockup 088-091 7.1 The Logo Lockup
040 BUCHANAN’S FAMILY COMMUNICATION 068 5.2 Master Typography 092 7.2 Red Seal Typography
CHAPTER 1 041 Personality Board 070 5.3 Master Colors 094 7.3 Red Seal Colors
042 3.1 Buchanan’s Typography 071 5.4 Master Materials
010 BUCHANAN’S SYMBOLS 095 7.4 Red Seal Materials
043 3.2 Buchanan’s Colors 072 5.5 Master Symbol Hierarchy
011 Introduction to Symbols 073 5.6 Master Example Layouts 096 7.5 Red Seal Symbol Hierarchy
044 3.3 Buchanan’s Materials
012-015 1.1 The Buchanan’s Logo 046 3.4 Buchanan’s Symbol Hierarchy 097 7.6 Red Seal Example Layouts
016-018 1.2 The Buchanan’s Wax Seal 047 3.5 Buchanan’s Example Layouts
019 1.3 The Buchanan’s Logotype 048 3.6 Buchanan’s Layout Architecture CHAPTER 6
020 1.4 The Buchanan’s Heritage Ribbon CHAPTER 8
021-023 1.5 The Graphic Seal SPECIAL RESERVE 18 YR
074 COMMUNICATION 099 BUCHANAN’S STRUCTURAL IDENTITY
024-025 1.6 The James Buchanan Signature CHAPTER 4
075 Personality Board 0101-0102 8.1 Buchanan’s Bottle Shapes
026 1.7 The James Buchanan Seal & Signature Lockup
050 DE LUXE 12 YR COMMUNICATION 076-079 6.1 Special Reserve 18 YR Logo Lockup 0103 8.2 Buchanan’s Structural Analysis
027 1.8 The Coat of Arms 051 Personality Board 080 6.2 Special Reserve 18 YR Typography 0104-0106 8.3 Buchanan’s Structural Characteristics
028 1.9 Symbol Consistency & Unity 052-055 4.1 De Luxe 12 YR Logo Lockup
029 1.9 A Symbols Summary 081 6.3 18 YR Sub-Brand Special Elements
056 4.2 De Luxe 12 YR Typography
058 082 6.4 Special Reserve 18 YR Colors
4.3 De Luxe 12 YR Colors CHAPTER 9
059 4.4 De Luxe 12 YR Materials 083 6.5 Special Reserve 18 YR Materials
CHAPTER 2 060 4.5 De Luxe 12 YR Symbol Hierarchy 084 6.6 Special Reserve 18 YR Symbol Hierarchy 0108-0109 BUCHANAN’S GIFTING PROGRAM
061 4.6 De Luxe 12 YR Example Layouts 085 4.7 Special Reserve 18 YR Example Layouts 0110-0111 9.1 De Luxe 12 YR Gifting Program
031 BUCHANAN’S LAYOUT ARCHITECTURE
0112-0113 9.2 Master Gifting Program
032-033 2.1 Buchanan’s Layout Architecture
0114-0115 9.3 Special Reserve 18 YR Gifting Program
034-035 2.2 Buchanan’s Layout Architecture Examples
0116-0117 9.4 Red Seal Gifting Program

CHAPTER 10
0118 APPENDIX
0119-0125 COLOR APPENDIX

02 03
introduction

introduction
The Buchanan’s family includes four variants of Blended Scotch Whisky — Buchanan’s De Luxe 12 Year Old,
Buchanan’s Master, Buchanan’s Special Reserve 18 Year Old, and James Buchanan’s Red Seal. Each variant enjoys
a distinct taste, personality, and positioning while being unmistakably Buchanan’s.

The Buchanan’s Visual Identity Guide outlines the symbols of the Buchanan’s­­brand and how these symbols work
together across the Buchanan’s portfolio. The Guideline then assigns distinct colors, materials, and symbol hierarchies to
each variant, in order to express variants’ personalities while maintaining a consistent look and feel for the entire brand.
introduction
The brand’s KBB — Buchanan’s inspires consumers to make a lasting mark — informs and shapes the Visual
Identity of the brand. Buchanan’s call for legacy is expressed in every visual aspect of the brand — its symbols,
styles, and shapes. Providing branding inspiration and direction for the entire Buchanan’s portfolio, the Visual Identity
Guide works to elevate premium cues across the brand, deliver greater impact on shelf and in store, and set clear
benchmarks for all future visual communication.

04 05
 the buchanan’s key brand benefit
introduction

introduction
Buchanan’s celebrates both the man who founded the brand and the house that bears his name. James Buchanan

Leave a lasting mark.

is fondly remembered as a master distiller, astute businessman, renowned philanthropist, and passionate horseman.
The whisky institution he left behind continues his commitment to quality, producing premium whisky products
sold around the globe.

In Buchanan’s Visual Identity, we find symbols representing the personal charisma and warmth of the founder
along with symbols reflecting the authority and expertise of the century-old whisky business.

The following guideline explains how to express both the institutional and personal aspects of the Buchanan’s
brand, resulting in warm, authentic visual communication. The brand’s balance of institutional and personal symbols is
epitomized by the Buchanan’s icon, the Wax Seal. The Wax Seal represents both the hand-applied symbol containing
the Coat of Arms of the James Buchanan & Co. Ltd, as well as an institutional stamp of quality on every House of
Buchanan’s product.

06 07
 the buchanan’s legacy the buchanan’s legacy
introduction

introduction
the man the institution

James Buchanan, the founder of Buchanan’s and Co.
whisky, is remembered as a master distiller, astute
businessman, renowned philanthropist, and passionate
horseman. His image, name, signature, and convivial
spirit lend warmth to the Buchanan’s visual identity.
The House of Buchanan’s has continued to grow
since its founding in 1884. The Coat of Arms and
Heritage Ribbon remain enduring symbols of the
House’s expertise and continuing innovation.

Tradition
RecognitionNobility
History
Institutional Integrity

08 09
 1
buchanan's symbols

introduction to the symbols 1

buchanan's symbols
the logo the heritage ribbon
buchanan’s symbols
The Buchanan’s brand includes several symbols, each communicating specific characteristics
of the brand and its values. The correct use and application of these symbols is central to
ensuring consistent branding across all Buchanan’s communications. The following
section explains the cues of each symbol, the symbol’s correct usage, and example applications.

the graphic seal the signature the coat of arms

010 011
 1
buchanan's symbols

1.1 the Buchanan’s Logo

rules & applications
1.1 the buchanan’s logo
rules & applications
1

buchanan's symbols
A logo must be present in all Buchanan’s communication (except for certain gifting items where space or materials do not allow for Logo placement) For optimum layout versatility, the Buchanan’s Logo can be shown black & white
either as the Buchanan’s Logo (shown below) or as a Variant Logo —the individual logos for De Luxe 12 Year Old, 18 Year Special Reserve, Master and in four different configurations: Horizontal with right-oriented Wax
Red Seal (see pages 48, 58, 68, or 80). The Buchanan’s Logo is used in any Buchanan’s Family (non-variant specific) communications while the Variant Seal, Horizontal with left-oriented Wax Seal (preferred orientation,
Logos are used in any variant communication (for more details, see the following chapters). The Buchanan’s Logo is comprised of the use this whenever possible), Vertical with Wax Seal above the Logo-
Buchanan’s Wax Seal (page 14) and the Logotype (page 17). Follow these guidelines in any Buchanan’s Logo execution: type, and Vertical with Wax Seal below the Logotype. (See pgs. 33
& 48 for example applications of Logo configurations.) Variant
1. Use the artwork provided and do not alter the proportion or layout of the Buchanan’s Logo elements in any way. See grid image below. Logos follow different configurations. For details on Variant Logos,
2. Maintain the minimum spacing around the Logo, as indicated in the grid below. see related chapters.
3. On light backgrounds, the Logotype appears in black with a gold drop shadow. On dark backgrounds, the Logotype appears in gold. (See pgs. 13 & 15) If the Logo cannot be reproduced in full color, show the Wax Seal
with gold drop shadow (for use on light in gold (for use on dark colored backgrounds) horizontal with right-oriented seal in grayscale with the Logotype in black without a drop shadow.
colored backgrounds)

horizontal with left-oriented seal

60% of in logotype 80% vertical with seal below the logotype

vertical with seal above the logotype

60% of in logotype 80%

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buchanan's symbols

1.1 The Buchanan’s logo

incorrect usage
1.1 The Buchanan’s logo
with “blended scotch whisky”
1

buchanan's symbols
The examples below showcase incorrect usage of the Buchanan’s Logo. The Buchanan’s Logo may be shown with the words “Blended Scotch Whisky.” This alternative configuration may be used in contexts where
the Buchanan’s product is not shown or is not clear and more details on Buchanan’s offerings may be needed. Note: The rules for using
“Blended Scotch Whisky” in Variant Logos differ from the guidelines listed below. See individual Variant chapters for more details.

Buchanan’s Logo with “Blended Scotch Whisky” guidelines:

1. Always use the artwork provided (shown below).

changing the logotype color
The Logotype may only be shown in gold on
colored backgrounds or in black with a gold
drop shadow on light backgrounds. (See pg. 15.)
using a vector background
The Buchanan’s Logo may only be shown on a
solid color or material or white background.
Never show the logo on any kind of vector
image or pattern.
2. Do not alter the typography or size of “Blended Scotch Whisky” in the provided artwork in any way.
3. The Buchanan’s Logo with “Blended Scotch Whisky” follows the same usage guidelines as the Buchanan’s Logo (see page 18).
framing the brandmark
The Logo should never be placed in a holding
shape or frame within a larger background.
vertical with seal above the logotype horizontal with seal left-oriented seal

LIMITED EDITION

adding elements co-branding crossing backgrounds

The Buchanan’s Logo includes the Logotype,
the Wax Seal, and in certain cases, the words
“Blended Scotch Whisky.” No other elements
or words may be added or replaced.
The Buchanan’s Logo may not be paired with
another logo unless the new lock-up has been
approved by Diageo.
The Buchanan’s Logo should always appear
on one solid field of color or material. The
Buchanan’s Logo should never extend into
a contrasting background. If two different
background materials or colors exist in a single
layout, the Buchanan’s Logo must be placed on
one of the backgrounds, not both.

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buchanan's symbols

1.2 the buchanan’s wax seal 1.2 the buchanan’s wax seal
2d rules & applications
1

buchanan's symbols
The Buchanan’s Wax Seal is shown as a 2D hyper-real graphic (as shown below) or in 3D reproductions (see page 16). Either as a graphic or 3D
model, the integrity and realism of the Wax Seal must be maintained. Follow these guidelines in any 2D execution:

1. The 2D Wax Seal is never shown alone. The 2D Wax Seal is always shown as part of the Buchanan’s Logo (see page 19) or a Variant Logo
(see pages 48, 58, 68, and 80) or in addition to a logo.

2. Always use the artwork provided. The 2D Wax Seal should always appear with the shapes and graphics below in PMS 7427. The 2D Wax Seal
cannot be altered in any way — in shape, typography, lighting, or color.

3. The Wax Seal must be shown with a drop shadow, as shown, to enhance realism. The shadow must always appear on the left side of the seal to
match the lighting on the inside of the seal. (See below for details.)

The Buchanan’s Wax Seal is the icon of the Buchanan’s

brand. The Wax Seal’s smooth, glossy contours, lit
embossed features, and rich red color express the brand’s
premium positioning, crafted product, and storied heritage.
PMS 7427
black
colors the drop shadow
The 2D Wax Seal must be shown in PMS 7427, with black in shadow The 2D Wax Seal is shown with a drop shadow to
areas. (When used for printed materials, the 2D Wax Seal can be enhance the graphic’s realism. The drop shadow must be
shown in CMYK.*) This color cues the rich, premium heritage and to the left of the seal to match the lighting of the seal’s
quality of the Buchanan’s brand and stands out against the range of interior words and graphics. Refer to artwork provided.
Buchanan’s colors (see page 43, 58, 70, 82, or 94). The Wax Seal’s
color may not be altered in any way. No part of the Wax Seal may be
shown in any other color. *See Appendix for CMYK & PMS art-
work*

016 017
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buchanan's symbols

1.2 the buchanan’s wax seal

3d rules & applications
1.3 the buchanan’s logotype 1

buchanan's symbols
Reproducing the Buchanan’s Wax Seal in 3D allows for exciting, dynamic branding and communication executions. Follow these guidelines in any 3D The Buchanan’s Logotype must follow these guidelines:
reproduction
1. The logotype may never be shown alone — the Logotype is only shown with the Buchanan’s Wax Seal in the Buchanan’s Logo.
1. Except in select gifting or promotional items where the Buchanan’s Logo may not be present, a 3D Buchanan’s Wax Seal must always be shown in 2. In the Buchanan’s Logo, the word “Buchanan’s” must always appear as in the artwork shown below. The custom typography and
addition to the Buchanan’s Logo. letter spacing cannot be altered in any way.
2. A 3D Wax Seal must retain the shape and interior features of the 2D Wax Seal. 3. On light backgrounds, the Logotype is shown in black with a gold drop shadow as shown. On a colored background, the Logotype
3. A 3D Wax Seal, must, whenever possible, bring two elements together, as a closure (like the magnetic Wax Seal on the gift box below left), or as the is shown in gold (no drop shadow).
elements themselves, (shown in the interlocking coasters below right). Giving a uniting function to the 3D Wax Seal emphasizes the importance of
the icon and metaphorically represents the union of personal warmth and institutional authority that is the Buchanan’s brand.

materials & finishes

While the 3D Wax Seal must suggest a wax-like weight and texture, it may be made from any of the Buchanan’s brand material boards included in this colors
guide (see page 41). For example, in addition to red, the 3D Wax Seal can take on the color of certain metals and materials, such as gold, bronze, or pewter. with gold drop shadow (for use on light colored backgrounds
The Wax Seal interior can be embossed or debossed. Whenever possible, the Logo for
luxor 414
light backgrounds must be shown
in gold foil- Luxor 414 (drop
shadow area) and Black.
examples *See Appendix for CMYK &
PMS artwork*
black

in gold (for use on dark colored backgrounds)

colors
Whenever possible, the Logo for
luxor 414 dark backgrounds must be shown
in gold foil- Luxor 414.
*See Appendix for CMYK &
PMS artwork*

18 yr gift box wax seal magnetic gold metal coasters

closure

018 019
 1
buchanan's symbols

1.4 the buchanan’s heritage ribbon

rules & applications
1.5 the graphic seal
2d applications & guidelines
1

The Heritage Ribbon is a powerful symbol representing the brand’s Scottish heritage, cueing craftsmanship and care in
its textured weave, and carrying the Buchanan’s green and gold colors. As such, the Heritage Ribbon is given a very important
role in Buchanan’s layout design (see pgs. 32-35).
Whenever layout allows, the Buchanan’s Logo is shown on top of the Buchanan’s Heritage Ribbon (as shown below). The
Heritage Ribbon is never shown alone. The Ribbon is usually shown as a hyper-real 2D graphic (as shown at the right of
the page) but may have 3D applications in gifting or on primary packaging.
buchanan's symbols
The Buchanan’s Graphic Seal represents the literal imprint of the Wax Seal —
what would remain if the Buchanan’s Wax Seal was placed on ink and impressed
onto a material. The Graphic Seal is a dynamic, modern graphic that may be used
in all Buchanan’s communications, with special emphasis in Buchanan’s De Luxe
12 Year Old (see page 46).

As a 2D graphic, follow these guidelines:

1. The Heritage Ribbon must use the artwork provided. The colors or textures of the ribbon cannot be
altered in any way.
2. The Heritage Ribbon always run parallel to the edge of any layout or plane on which it appears.
3. The Heritage Ribbon always appears horizontal or vertical — never at an angle.
4. The Heritage Ribbon only appears with the Buchanan’s Logo or the Buchanan’s Wax Seal. When paired with the
Buchanan’s Logo, it must retain the proportion shown in the image on the right. orientation of the graphic seal
5. The Heritage Ribbon is ideally used to combine two contrasting elements together. (For more details, see Layout
Architecture on pgs. 32-35.) The Graphic Seal is always vertically oriented at 90 degrees to the bottom of the layout — never angled or upside down.

ribbon colors correct usage incorrect usage

The following colors are used in the Heritage Ribbon. When used
in printed materials, the Ribbon can be shown in CMYK. *See
Appendix for CMYK & PMS artwork*

Luxor 365 is used for the Ribbon’s Black is used for the Ribbon’s Luxor 414 is the gold foil color
metallic green color. grosgrain texture details. used on the right edge of the
Ribbon.
luxor 365 black luxor 414

020 021
 1
buchanan's symbols

1.5 the graphic seal

2D applications & guidelines cont.
1.5 the graphic seal
3d applications & guidelines
1

buchanan's symbols
The Graphic Seal may also be reproduced in 3D. For 3D Graphic Seal executions, follow these guidelines:
The Graphic Seal may be used a graphic element or as a supergraphic. It may be cropped or shown in its entirety.
cropping
1. 3D Graphic Seals must use the same graphic layout as the 2D Graphic Seal. Refer to the artwork provided.
The Graphic Seal can be cropped either from the left or from the right, but never from both sides at once or from the top or bottom. The gray areas
2. 3D Graphic Seals may be embossed or debossed into a material, as in the medallion or coaster shown below, or as a graphic overlaid
in Figures 1.1 and 1.2 show where the Graphic Seal may be cropped. The resulting graphic must display a minimum of 60% of the image (at least six
onto material, as the pen top shown below right.
characters in the word Buchanan’s).
3. Except in some gift or promotional items where the Buchanan’s Logo may not appear, the 3D Graphic Seal must always be shown in
correct usage incorrect usage
addition to the Buchanan’s Logo.

materials & finishes

3D Graphic Seals may be made from any of the materials included in the Buchanan’s material boards found in this guide.

examples
croppable area croppable area

1.1 1.2

ghosting & coloring

The Graphic Seal may be ghosted on an image or layout, at suggested 20% transparency. It can also be used as a tone-on-tone graphic with varnishes and
other special printing techniques. The Graphic Seal may be shown in any color included in the Buchanan’s color boards.

red seal gift box medallion 18 yr gifting coasters pen cap branding

ghosted at 20% transparency tone on tone debossed

022 023
 1
buchanan's symbols

1.6 the james buchanan signature

applications & guidelines
1.6 the james buchanan signature 1

buchanan's symbols
graphic decoration
The James Buchanan Signature is a graphic reprint of the Buchanan’s founder’s real signature, lifted from archival documents. As a graphic decoration, follow these guidelines:
The Signature adds a warm, personal element to Buchanan’s branding and is used across all brand and variant communications, with
special emphasis in James Buchanan’s Red Seal. (See Page 96). The Signature can be shown in two ways: as a supergraphic or as a 1. Always use the artwork provided when displaying the Signature.
2. As a graphic decoration, the Signature is used as a smaller graphic flourish or sign-off, to add warmth to a larger graphic element.
graphic decoration.
3. The Signature is always shown horizontally when used as a graphic decoration.

supergraphic
As a supergraphic, follow these guidelines:

1. Always use the artwork provided when displaying the Signature.

2. The supergraphic Signature must be always be ghosted with a suggested 20% transparency (see examples below).
3. As a supergraphic, the Signature can be shown horizontal and vertical, never at an angle.
4. The supergraphic Signature always runs along the edge of a layout, either stretched across the entire edge or cropped at the edges.
As a supergraphic, the Signature never ends before the edge of the page.
5. The Signature can be cropped from its beginning and end. The gray areas in figure 1.3 show how much can be left out
from the cropping. The resulting graphic must show part of the “j’s” descender and at least half of the “+Co.”

examples

horizontal

croppable areas cropped & ghosted at 20%

transparency vertical
1.3

024 025
 1
buchanan's symbols

1.7 the james buchanan seal & signature lockup

applications & guidelines
1.8 the coat of arms
applications & guidelines
1

The James Buchanan’s Signature and the Buchanan’s Graphic Seal may be shown together as a ghosted supergraphic. The guidelines are as follows:
1. The Signature and Seal lock-up must always be shown in the proportion and layout shown below. Refer to artwork provided.
2. The Seal and Signature lock-up must always be ghosted (suggested at 20% transparency.)
3. The Seal and Signature lock-up may be shown horizontally or vertically — never angled.
4. The Seal and Signature lock-up must run from edge to edge of a layout, extending the entire length of the layout vertically and horizontally.
It is never shown ending before the edge of a layout.
5. The Seal and Signature may be cropped. The rules for cropping the lockup follow the cropping rules of the Signature: The Signature can be
cropped from its beginning and end. The gray areas in figure 1.4 show how much can be left out from the cropping. The resulting graphic
must show part of the “j’s” descender and at least half of the “+Co.”
buchanan's symbols
The company Coat of Arms remains an enduring symbol of James Buchanan’s family
roots and Scottish heritage. The company Coat of Arms was created especially for the
company in 1991, and is largely an adaptation of the Buchanan’s family Coat of Arms.
As a graphic element in Buchanan’s branding, the Coat of Arms should be shown as a
supergraphic — the receded backbone of the brand — rather than an icon or element in
the foreground. The Coat of Arms may be used across all brand and variant communica-
tions, with special emphasis in Buchanan’s Master (see page 72). As a supergraphic, refer
to these guidelines for the Coat of Arms:
1. The Coat of Arms is always shown vertically oriented, never angled or on it’s side.
2. It may be vertically cropped, using the guidelines below.
3. The Coat of Arms may be shown in any of the colors within the color boards in this guide.
4. The Coat of Arms should be ghosted (suggested at 20%) or shown as a tone-on-tone graphic.

croppable areas croppable areas

ghosted at 20% transparency
1.5 1.6

cropping
The Coat of Arms can be cropped from the left or from the right. The gray areas in figures 1.5 and 1.6 show
where the Coat of Arms may be cropped. The resulting graphic must show at least 2 words in the banner.
croppable areas
seal & signature lockup vertically cropped lockup horizontally cropped lockup
1.4

026 027 027

 1
buchanan's symbols

1.9 symbol consistency & unity 1.10 buchanan’s symbols summary

primary symbols
1

buchanan's symbols
While each of the Buchanan’s symbols communicates distinct cues of the brand and its values, the design of one symbol directly correlates to
another symbol — resulting in a consistent family look and feel across these important elements.

the logo the heritage ribbon

secondary symbols

The shield within the The Wax Seal’s shield replicates The Graphic Seal is a direct The Logotype is the same
Buchanan’s Coat of Arms is the shield in the Coat of Arms. lift off the Wax Seal’s interior typeface in the Wax Seal and
the starting point for today’s graphics. Graphic Seal.
Wax Seal design.

the graphic seal the signature the coat of arms

028 029
2 2
buchanan's layout architecture

buchanan's layout architecture

buchanan’s layout
architecture
The previous chapter outlined the symbols of the Buchanan’s brand: the Logo, the
Wax Seal, the Graphic Seal, the Signature, the Heritage Ribbon, and the Coat of
Arms, including explanations on the rules and applications of each. The following section,
Buchanan’s Layout Architecture, explains how these symbols work together in a single
layout. The Layout Architecture provides a clear, adaptable layout logic, ensuring
consistency across all visual communications, allowing differentiation among variants,
and expressing the Buchanan’s balance of the personal and the institutional.

030 031
2 2
2.1 buchanan’s layout architecture 2.1 buchanan’s layout architecture
The following guidelines include the main components of a Buchanan’s layout and how to adapt these components to different variants, sizes, 2. The orientation of the Heritage Ribbon may be right or left-justified (see below.) In Buchanan’s Family communications, the Heritage Ribbon may also
orientations (horizontal or vertical layouts) and content (images, text, graphics). run vertically along the top or bottom of the layout (see page 48).
The Buchanan’s Logo or a Variant Logo (see page 18) and the Heritage Ribbon (see page 18) compose the most important elements in the 3. From the edge of the layout, the Heritage Ribbon should always maintain the space suggested in the examples below.
buchanan's layout architecture

buchanan's layout architecture

Buchanan’s Layout Architecture. Follow the guidelines below and on the next page: 4. The placement of the Buchanan’s or Variant Logo may vary. However, logos may never be centered along the length of the Ribbon (The Seal must be close
to the top or bottom of the layout.) Follow the examples below.
1. In a Buchanan’s layout, the Heritage Ribbon brings together two contrasting backgrounds: the smaller of the two backgrounds features a
color or material (based on the color and material boards provided in this guide), and the larger background holds the main communication of
the layout — in photographic, graphic and/or text form.

example vertical layout examples horizontal layout examples

ribbon

accent main communication

25-35% of layout 65-75% of layout

032 033
2 2
2.2 buchanan’s layout architecture 2.2 1B buchanan’s layout architecture
example vertical layouts example horizontal layouts

The Layout Architecture creates a consistent layout logic across all variants while allowing each variant to express its distinct personality through
buchanan's layout architecture

buchanan's layout architecture

use of color, material, images, and graphics. The layouts’ contrast of brand material/color to a strong photograph or graphic, anchored by the
Heritage Ribbon and sealed with the Buchanan’s or Variant Logo, results in a powerful, rich visual that clearly communicates the Buchanan’s
brand. The example layouts below represent some possible executions of the architecture explained in pgs. 32 and 33 — orientation of the Wax
Seal and Ribbon, Logo placement, colors, materials, images and graphics may be changed according to the communication needed.

034 035
 introduction:
communication chapters
The previous chapters outlined the visual commonalities of the Buchanan’s portfolio — the shared
tonality, symbols, and Layout Architecture that result in a consistent look and feel across non-variant
communication and all four variants. The following chapters include the elements that differenti-
ate variants — the logos, colors, materials, and symbol hierarchies that communicate each variant’s
unique personality and positioning. The first communication chapter, Buchanan’s Family Communication,
covers the elements present in non-variant-specific communication in which only the Buchanan’s
brand is shown. This chapter is followed by a chapter each on De Luxe 12 Year Old, Master, Special
Reserve 18 Year Old, and Red Seal.

Each communication chapter includes a personality board, logo, typography, color board, material
board, symbol hierarchy, and visual layout. See the next two pages for information on how to use
these resources.

036 037
 personality boards
This collection of key words, imagery, colors, and materials captures the essence of the variant. The
personality board should be used as an inspirational and informative benchmark for all visual
communication produced for that variant. The images included on the personality boards are for
inspirational use only and should not be reproduced in any way. What should be replicated is the
overall look and feel that the board expresses.
color boards
The color board is a prescriptive tool to show the range of colors that may be used in that variant’s
communication- from materials to backgrounds to graphic elements. All variant colors are
complimentary to but do not include logos and seal colors. The amount of space each color takes up
on the board represents the suggested proportion of that color on any given layout. The largest band
at the bottom of the board, for example, is the variant’s default background or primary color. Likewise,
the thinnest bands along the board should be used more sparingly as the variant’s accent or support-
ing colors. PMS specifications are provided for each color shown. CMYK and RGB breakdowns are
included at the end of this guide in the Color Appendix.
038
Material Boards
Any material used in a variant’s communication, from gifting, POS, to branded environments, should
be inspired by the given variant’s material board. The board does not prescribe exact materials, but
provides a clear indication for the preferred textures, weaves, colors, and patterns in material selection.
Material plays an important role in differentiating variants, and materials boards must be paid close
attention in order to maintain variant distinction.
Symbol Hierarchies
While all variants share the same Buchanan’s symbols (except for use of the filigree of Special Reserve,
see pg. 81 for more details), each variant has one preferred or key symbol. A variant’s preferred
symbol may be used more often or more prominently than the other Buchanan’s symbols in that
variant’s communications.
example Layouts
The example layouts at the conclusion of each communication chapter show how a variant’s logo, colors,
materials, and preferred symbol work within Buchanan’s Layout Architecture. This sample layout may
be used as a template for any future below-the-line communication.
039
3 3

buchanan's
buchanan's family communication

buchanan's family communication

Buchanan’s Family
Communication
The following chapter reviews the personality, logo, colors, materials, symbol hierarchy,
and sample layout of Buchanan’s Family (non-variant specific) communication.

constancy
warmth
inner
strength

the photographs used in this board have not been legally purchased by diageo and should be used
040 internally for reference/inspiration purposes only. 041
 3.1 buchanan’s family communication typography 3.2 buchanan’s family communication color board
Three typefaces are used in Buchanan’s Family Communication: The Buchanan’s Family colors are inspired by the brand’s Scottish heritage, whisky product, and the colors of the four variants, creating a palette

3 3
that is masculine, classic, and sophisticated. Refer to this color board for coloration of backgrounds, materials, and graphic elements when execut-
ing any Buchanan’s Family communication. (see pg. 38 for more details on color boards). *See Color Appendix for CMYK & RGB equivalents.
buchanan's family communication

buchanan's family communication

at sackers gothic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
headlines, titles, descriptors

Aviano Serif

A B C D E F G H I J K L M N O P Q R ST U V W X Y Z

a b c d e f g h i j k lm n o p q r st u v w x y z

0 1 2 3 4 5 6 7 8 9
headlines & titles

Adobe Caslon Pro

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
copy

042 043
 3.3 buchanan’s family communication material board
The Buchanan’s Family material board includes woven tweed and fabrics, dark wood, and textured black leather with small touches of gold.

3 3
(For more information on materials boards, see pg. 39.)
buchanan's family communication

buchanan's family communication

044 045
 3.4 buchanan’s family communication symbol hierarchy 3.5 buchanan’s family communication example layouts
example layouts

3 The example layouts below should be used as ideal examples of a Buchanan’s Family Below-the-Line Communication. Here, the Heritage
Ribbon and Buchanan’s Logo combine an accent of material with the main graphic communication. The colors, proportions, and symbol
hierarchy should act as a benchmark for all future Buchanan’s Family Communication.
3
buchanan's family communication

buchanan's family communication

In all Buchanan’s Family communication, the brand symbols
used must follow a hierarchy of importance. In Buchanan’s
Family communication, the Buchanan’s Logo, locked up with
the Wax Seal and Heritage Ribbon, should always be most
prominent.

As the representation of the Buchanan’s family crest, the

Buchanan’s Coat of Arms may be used more often or more
prominently than other symbols in Buchanan’s Family
Communication. (For more details on the use of the Coat
of Arms, see pg. 27.)

horizontal format
The other brand symbols, such as the Signature, and the
Graphic Seal may be used as secondary symbols — either as
ghosted or tone-on-tone details that may be cropped and
used as supergraphics.

vertical format

046 047
 3.6 buchanan’s family communication layout architecture
layout exceptions

3 The Buchanan’s family brand has additional flexibility in terms of possible layout orientation. Unlike in the variants, Buchanan’s Family Communications
may feature horizontal Ribbons, with the Logotype appearing above or below the Ribbon, in addition to the vertical layouts shown on pg 33. For the
variant layouts, see the relevant Variant Communication chapters. 3
buchanan's family communication

buchanan's family communication

vertical format horizontal format

048 049
 symbols
yryr de luxe
4 4

branding
de luxe 12 yr

12
buchanan’s de luxe 12 yr

de luxe 12
communication
The following chapter explains the personality and tonality that should be expressed in any
Buchanan’s De Luxe 12 Year Old communication. This chapter outlines the 12 Year Old
Logo rules and applications, as well as the variant’s colors, materials, and symbol hierarchy.
All these elements come together in a sample layout — a useful benchmark for future
Buchanan’s De Luxe 12 Year Old communication.

timeless
classic
convivial

the photographs used in this document have not been legally purchased by diageo and should be used
050 internally for reference/inspiration purposes only. 051
051
 4.1 de luxe 12 yr logo 4.1 de luxe 12 yr logo
with the heritage ribbon & wax seal

The Buchanan’s De Luxe 12 YR’s Logo consists of the Buchanan’s logotype and the variant name. All Variant Logos must be locked up with the Buchanan’s The Buchanan’s De Luxe 12 YR’s logo must be locked up with the Buchanan’s Wax Seal and Heritage Ribbon whenever possible, as shown on
Wax Seal and Heritage Ribbon whenever possible (see following pages). However, in special gifting and promotional instances, the Logo may be shown bottom left. This ideal logo lockup can vary in size according to the layout but must keep the proportions shown below.

4 4
without the Heritage Ribbon or Wax Seal. All Variant Logos follow the rules of usage and layout on pgs. 32-33.

logo on light background logo on dark background

logo on light background In certain cases where the ideal lockup (shown on left) does not work
within a given layout, the Logo may be separated from the Wax Seal
de luxe 12 yr

de luxe 12 yr
and Ribbon. In this case, the Logo may not be placed in any other space
directly adjacent to the Ribbon (see illustration below for preferred place-
ment.)

The colors, size and proportion of the Logo to the Ribbon and Wax Seal
remain the same.

logo on dark background

logo colors
The following colors are used in the De Luxe 12 YR Logo lockups. When used in printed materials, the 12 YR logo can be shown in CMYK.
*See Appendix for CMYK & PMS artwork*

Black is used for the “Buchanan’s”
on the light backgrounds.
black
PMS 368 is used for the “De Luxe”
on both light and dark backgrounds.
pms 368
Luxor 414 is the gold foil color
used for the drop shadow behind
“Buchanan’s” and for the “Aged 12
luxor 414
Years” on a light background. It is
used for the “Buchanan’s” and “Aged
12 Years” on darker backgrounds.

logo may not be placed in grayed out areas

052 053
 4.1 de luxe 12 yr logo 4.1 de luxe 12 yr logo
without the heritage ribbon with "blended scotch whisky" for packaging

In the case where a layout does not allow space for the Ribbon to run from edge to edge, the Logo maybe be shown with the Wax Seal For legal purposes on primary packaging or certain promotional items, the Logo may need to be locked-up with the words “Blended Scotch
oriented above the Logo. Please use the proportions shown below and follow the colors shown on the previous page. Whisky.” In these cases, please follow the proportions shown below and refer to the colors on the previous pages.

4 logo on light background logo on dark background

logo on light background logo on dark background 4
de luxe 12 yr

de luxe 12 yr
054 055
 4.2 de luxe 12 yr typography

The following typefaces are used in Buchanan’s De Luxe 12 YR communications:

4 at sackers gothic medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ
4
de luxe 12 yr

de luxe 12 yr
abcdefghijklmnopqrstuvwxyz

0123456789
headlines, titles

Celine Dion Handwriting

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9
sub-heads, quotes

A Grotesk Medium Condensed A Grotesk Medium Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 0123456789
copy

056 057
 4.3 de luxe 12 yr colors 4.4 de luxe 12 YR materials

As the core product in the Buchanan’s portfolio, the Buchanan’s De Luxe 12 Year Old colors are heavily influenced by the Buchanan’s green. The materials of De Luxe 12 Year Old consist of classic materials with contemporary colors and finishes. The board below includes tin with
The brighter accents and vibrant tones reflect the variant’s recruitment positioning and younger consumers. Refer to this color board for a metallic green sheen, high-gloss green glass, and natural canvas with bright stitching. Brushed light metals and deep black lacquer provide

4 4
coloration of backgrounds, materials, and graphic elements when executing any Buchanan’s De Luxe 12 Year Old communication. (see pg. 38 dramatic accents. (For more information on using materials boards, see pg. 39.)
for more details on color boards). *See Color Appendix for CMYK & RGB equivalents.
de luxe 12 yr

de luxe 12 yr
058 059
 4.5 de luxe 12 yr symbol hierarchy 4.6 de luxe 12 yr example layouts
sample layouts

The sample layouts below should be used as ideal examples of a Buchanan’s 12 Year Below-the-Line Communication. Here, the Heritage
Ribbon and De Luxe 12 Year Logo connect an accent of material with the main graphic communication. The colors, proportions, and

4 4
symbol hierarchy should act as a benchmark for all future De Luxe 12 Year Old communication.

In all Buchanan’s communications, the brand symbols used

must follow a hierarchy of importance. In Buchanan’s De Luxe
12 Year communication, the Buchanan’s 12 Year Logo, preferably
de luxe 12 yr

de luxe 12 yr
locked up with the Wax Seal and Heritage Ribbon, should
always be most prominent.

As the modern interpretation of the Wax Seal, the icon of

the Buchanan’s brand, the Buchanan’s Graphic Seal should
be more prominent than other symbols in Buchanan’s De
Luxe 12 Year Communication. (For more details on the
use of the Graphic Seal, see pgs. 21-23)

horizontal format

The other brand symbols, such as the signature and the

Coat of Arms may be used as secondary symbols —
either as ghosted or tone-on-tone details that may be
cropped and used as supergraphics.

vertical format

060 061
 3
5 5

master master
buchanan’s master
communication
master

The following chapter includes the personality and tonality that should be expressed in
any Buchanan’s Master communication. The chapter outlines Master Logo rules
and applications, as well as the variant’s colors, materials, and symbol hierarchy.
All these elements come together in a sample layout — a useful benchmark for all
future Buchanan’s Master communication.

individual
down to earth
genuine

the photographs used in this document have not been legally purchased by diageo and should be used
062 internally for reference/inspiration purposes only. 063
 5.1 master logo 5.1 master logo
with the heritage ribbon & wax seal

The Buchanan’s Master Logo consists of the Buchanan’s logotype and the variant name. All Variant Logos must be locked up with the Buchanan’s Wax The Buchanan’s Master logo must be locked up with the Buchanan’s Wax Seal and Heritage Ribbon whenever possible, as shown on bottom
Seal and Heritage Ribbon whenever possible (see following pages). However, in special gifting or promotional instances, the Logo may be shown with- left. This ideal logo lockup can vary in size according to the layout but must keep the proportions shown below.
out the Heritage Ribbon or Wax Seal. All Variant Logos follow the rules of usage and layout on pg. 32-33.

5 5
logo on light background In certain cases where the ideal lockup (shown on left) does not work
logo on light background logo on dark background
within a given layout, the Logo may be separated from the Wax Seal and
Ribbon. In this case, the Logo may not be placed in any other space
directly adjacent to the ribbon (see illustration below for preferred placement.)
master

master
The colors, size and proportion of the Logo, Ribbon, and Wax Seal
remain the same.

logo on dark background

logo colors
The following colors are used in the Master Logo. When used in printed materials, the Master logo can be shown in CMYK.
*See Appendix for CMYK & PMS artwork*

Black is used for the PMS 4625 is used Luxor 414 is used for PMS 7401 is used
“Buchanan’s” when for the “Master” the “Buchanan’s” for the “Master”
the Logo appears on when the Logo when the Logo when the Logo
black pms 4625 luxor 414 pms 7401
a light background. appears on a light appears on a dark appears on a dark
background. background. background.

logo may not be placed in grayed out areas

064 065
 5.1 master logo 5.1 master logo
without the heritage ribbon for packaging

In the case where a layout does not allow space for the Ribbon to run from edge to edge, the Logo maybe be shown with the Wax Seal For legal purposes on primary packaging or certain promotional items, the Logo may need to be locked-up with the words “Blended Scotch
oriented above the Logo. Please use the proportions shown below and follow the colors shown on the previous page. Whisky.” In these cases, please follow the proportions shown below and refer to the colors on the previous pages.

5 5
logo on light background logo on dark background
logo on light background logo on dark background
master

master
blended
scotch whisk y

066 067
 5.2 master typography

The following typefaces are used in Buchanan’s Master communications:

Silverado Medium

5 ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
5
master

master
headlines, titles

at sackers gothic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
subtitles, taglines

Adobe Caslon Pro

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
labels, copy

068 069
 5.3 master colors 5.4 master materials

The Buchanan’s Master colors are inspired by the variant’s ingredient-driven product story — the color palette includes wheat-like golds, The materials of Master consist of textured metals and fibers with warm, earth-inspired colors, and finishes. The board below includes textured
grain-inspired browns, and sun-kissed ochre. A richer red and black, from the Buchanan’s color range, provide darker accents to off-set the warm bronze, brightly painted fiber canvas, and neutral-colored paper stock. Bands of white gold, black, and red provide contrasting accents.
earthy tones of the palette. Refer to this color board for coloration of backgrounds, materials, and graphic elements when executing any (For more information on using materials boards, see pg. 39.)
Buchanan’s Master communication. (see pg. 38 for more details on color boards). *See Color Appendix for CMYK & RGB equivalents.

5 5
master

master
070 071
 5.5 master symbol hierarchy 5.6 master example layouts
example layouts

The example layouts below should be used as ideal examples of a Buchanan’s Master Below-the-Line Communication. Here, the Heritage
Ribbon and Master Logo connect an accent of material with the main graphic communication. The colors, proportions, and symbol hierarchy
should act as a benchmark for all future Master Communication.

In all Buchanan’s communications, the brand symbols

5 5
used must follow a hierarchy of importance. In
Buchanan’s Master communication, the Buchanan’s
Master Logo, preferably locked up with the Wax Seal
and Heritage Ribbon, should always be most prominent.
master

master
The Coat of Arms is the most important symbol
in both Buchanan’s Family Communication and
Buchanan’s Master communication. This connects
the recipe-driven colors and materials to the knowledge
and expertise of the House of Buchanan’s. (For more
details on the use of the Coat of Arms, see pg. 27)
horizontal format

The other brand symbols, such as the Signature

and Graphic Seal may be used as secondary symbols-
either as ghosted or tone-on-tone details that may
be cropped and used as supergraphics.

vertical format

072 073
 buchanan’s 18 yr
4

18 yr reserve
6 6
special reserve
communication
special reserve 18 yr

18 yr special
The following chapter includes the personality and tonality that should be
expressed in any Buchanan’s Special Reserve 18 Year Old communication.The
chapter outlines 18 Year Old Logo rules and applications, as well as the variant’s

special reserve
colors, materials, and symbol hierarchy. All these elements come together in a
sample layout — a useful benchmark for future Buchanan’s Special Reserve
18 Year Old Communication.

elegant
status driven
confident

the photographs used in this document have not been legally purchased by diageo and should be used
074 internally for reference/inspiration purposes only. 075
 6.1 special reserve 18 yr logo 6.1 special reserve 18 yr logo
with the heritage ribbon & wax seal

The Buchanan’s Special Reserve 18 YR Logo consists of the Buchanan’s logotype and the variant name. All Variant Logos must be locked up with the The Buchanan’s Special Reserve 18 YR Logo must be locked up with the Buchanan’s Wax Seal and Heritage Ribbon whenever possible, as
Buchanan’s Wax Seal and Heritage Ribbon whenever possible (see following pages). However, in special gifting or promotional instances, the Logo may shown on bottom left. This ideal logo lockup can vary in size according to the layout but must keep the proportions shown below.
be shown without the Heritage Ribbon or Wax Seal. All variant Logos follow the rules of usage and layout on pg. 32-33.

logo on light background logo on dark background

logo on light background In certain cases where the ideal lockup (shown on left) does not work
within a given layout, the Logo may be separated from the Wax Seal and
Ribbon. In this case, the Logo may not be placed in any other space

6 6
directly adjacent to the Ribbon (see illustration below for preferred
placement.)

The colors, size and proportion of the Logo, Ribbon, and Wax Seal
remain the same.
special reserve 18 yr

special reserve 18 yr
logo on dark background
logo colors
The following colors are used in the Special Reserve 18 YR logo lockups. When used in printed materials, the 18 YR logo can be shown in CMYK.
*See Appendix for CMYK & PMS artwork*

Black is used for the PMS 181 is used for Luxor 414 is used for White is used for the
“Buchanan’s” the “Special Reserve” the drop shadow of “Special Reserve” in
in the light color in the light color “Buchanan’s” and for “Aged the dark color back-
black pms 181 luxor 414 18 Years” on the light back- white
background Logo. background Logo. ground Logo.
ground Logo. It is used on
the “Buchanan’s,” as the
drop shadow for Special
Reserve, and for “Aged 18
logo may not be placed in grayed out areas
Years” on the the dark color
background Logo.

076 077
 6.1 special reserve 18 yr logo 6.1 special reserve 18 yr logo
without the heritage ribbon for packaging

In an extreme case where a layout does not allow space for the Ribbon to run from edge to edge, the logo lockup maybe be shown with the For legal purposes on primary packaging or certain promotional items, the Logo may need to be locked-up with the words “Blended Scotch
Wax Seal oriented above the lockup without the Ribbon. Please use the proportions shown below and follow the colors shown on the previous page. Whisky.” In these cases, please follow the proportions shown below and refer to the colors on the previous pages.

logo on light background logo on dark background

logo on light background logo on dark background

6 6
special reserve 18 yr

special reserve 18 yr
blended
scotch whisk y

078 079
 6.2 special reserve 18 yr typography 6.3 18 yr sub-brand special elements: filigree
applications & guidelines

The following typefaces are used in Buchanan’s Special Reserve 18 Year Old communications: Unlike the other variants, the Buchanan’s Special Reserve 18 Year
Old has a unique design element that may be used as an additional
graphic element in 18 Year communications. The gold Filigree enhances
the elegance, luxury, and status of the 18 Year product. The filigree can
Cloister Black BT be used as a decorative element in gold or as a ghosted or tone-on-
tone supergraphic. For Filigree executions, follow these guidelines:
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

6 6
1. The Filigree is always shown vertically oriented, never angled or on
its side.
0123456789 headlines, titles 2. The Filigree can be cropped and simplified.
3. It can be ghosted or shown as a tone-on-tone graphic.
4. The Filigree must always be shown in gold or in the case of
special reserve 18 yr

special reserve 18 yr
at sackers gothic medium ghosting, white. For tone-on-tone colors, refer to the color
board on pg. 82.
ABCDEFGHIJKLMNOPQRSTUVWXYZ 5. It can also be shown with varnishes, embossing, or debossing.
abcdefghijklmnopqrstuvwxyz
examples
0123456789
subtitles, taglines

Adobe Caslon
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
labels, copy

18 YR gift box door 18 yr bottle

080 081
 6.4 special reserve 18 yr colors 6.5 special reserve 18 yr materials

The Buchanan’s Special Reserve 18 Year Old colors are inspired by the more status-driven positioning of the variant— resulting in a richly The materials of Special Reserve 18 Year Old consist of a balance of cool metals with masculine details and warm colors. The board below
evocative palette of coppers and warm, tawny browns. Cream and gold accents cue luxury and bring contrast. Refer to this color board for includes unique industrial patterned metal, brushed coppers, and reflective gold papers. Bright gold and brown provide eye-catching accents.
coloration of backgrounds, materials, and graphic elements when executing any Buchanan’s 18 Year Old communication. (see pg. 38 for more (For more information on using materials boards, see pg. 39.)
details on color boards). *See Color Appendix for CMYK & RGB equivalents.

6 6
special reserve 18 yr

special reserve 18 yr
082 083
 6.6 special reserve 18 yr symbol hierarchy 6.7 special reserve 18 yr example layouts
example layouts

The example layouts below should be used as ideal examples of a Buchanan’s Special Reserve 18 Year Old Below-the-Line communication.
Here, the Heritage Ribbon and 18 Year Logo connect an accent of material with the main graphic communication. The colors, proportions, and
symbol hierarchy should act as a benchmark for all future Special Reserve 18 Year Old communication.
In all Buchanan’s communications, the brand symbols
used must follow a hierarchy of importance. In Buchanan’s
18 Year communication, the Buchanan’s 18 Year Logo,
preferably locked up with the Wax Seal and Heritage

6 6
Ribbon, should always be most prominent.
special reserve 18 yr

special reserve 18 yr
The Filigree is the preferred graphic element in 18 Year
communication. This graphic does not appear in any
other variant communication. (For more details on the
use of the Filigree, see pg. 81)

horizontal format

The other brand symbols, such as the Signature, the

Coat of Arms, and Graphic Seal may be used as
secondary symbols- either as ghosted or tone-on-tone
details that may be cropped and used as supergraphics.

vertical format

084 085
 james buchanan’s red seal 5
communication

red seal red seal

7 The following chapter includes the personality and tonality that should be
expressed in any James Buchanan’s Red Seal communication. This chapter outlines
7
red seal

the Red Seal Logo rules and applications, as well as the variant’s colors, materials,
and symbol hierarchy. All these elements come together in a sample layout —
a useful benchmark for future James Buchanan’s Red Seal communication.

knowledgeable
noble
discerning

the photographs used in this document have not been legally purchased by diageo and should be used
086 internally for reference/inspiration purposes only. 087
 7.1 red seal logo 7.1 red seal logo
with the heritage ribbon & wax seal

The James Buchanan’s Red Seal Logo must be locked up with the Buchanan’s Wax Seal and Heritage Ribbon whenever possible, as shown on
The James Buchanan’s Red Seal Logo consists of the Buchanan’s logotype with the addition of “James” and the variant name. The Red Seal Variant
bottom left. This ideal logo lockup can vary in size according to the layout but must keep the proportions shown below.
Logo should always be shown with “James Buchanan’s Red Seal” NOT “Buchanan’s Red Seal” to identity it as the luxury halo of the brand. Like the
other Variant Logos. the Red Seal Logo must be locked up with the Buchanan’s Wax Seal and Heritage Ribbon whenever possible (see following pages).
However, the Logo may be shown without Heritage Ribbon or Wax Seal only in special gifting or promotional instances. All variant Logos follow the
rules of usage and layout on pages 32-33. logo on light background In certain cases where the ideal lockup (shown on left) does not work
logo on light background logo on dark background
within a given layout, the Logo may be separated from the Wax Seal and
Ribbon. In this case, the Logo may not be placed in any other space
directly adjacent to the ribbon (see illustration below for preferred placement.)

The colors, size and proportion of the Logo, Ribbon, and Wax Seal

7 7
remain the same.
red seal

red seal
logo on dark background
logo colors
The following colors are used in the Red Seal logo lockups. When used in printed materials, the Red Seal logo can be shown in CMYK.
*See Appendix for CMYK & PMS artwork*

Black is used for the “James
Buchanan’s” Logo on light color
backgrounds.
black
Luxor 414 is the gold foil color PMS 7427 is used for the “Red Seal” in
used for the drop shadow behind both the light and dark backgrounds.
“James Buchanan’s” on the light
luxor 414 PMS 7427
background lockup. It is used for the
“James Buchanan’s” Logo on darker
backgrounds.

logo may not be placed in grayed out areas

088 089
 7.1 red seal logo 7.1 red seal logo
without the heritage ribbon for packaging

In an extreme case where a layout does not allow space for the ribbon to run from edge to edge, the logo lockup maybe be shown with the For legal purposes on primary packaging or certain promotional items, the Logo may need to be locked-up with the words “Blended Scotch
Wax Seal oriented above the lockup without the Ribbon. Please use the proportions shown below and follow the colors shown on the previous page. Whisky.” In these cases, please follow the proportions shown below and refer to the colors on the previous pages.

logo on light background logo on dark background

logo on light background logo on dark background

7 7
red seal

red seal
blended
scotch whisky

090 091
 7.2 red seal typography

The following typefaces are used in James Buchanan’s Red Seal communications:

aviano serif regular

A B C D E F G H I J K L M N O P Q R ST U V W X Y Z
a b c d e f g h i j k l m n o p q r st u v w x y z
0 1 2 3 4 5 6 7 8 9
headlines, titles

7 Trade Gothic Bold Condensed No. 20

ABCDEFGHIJKLMNOPQRSTUVWXYZ
7
red seal

red seal
abcdefghijklmnopqrstuvwxyz
0123456789
subtitles, taglines

Adobe Jenson
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
labels, copy

092 093
 7.3 red seal colors 7.4 red seal materials

The James Buchanan’s Red Seal colors are inspired by the status and craftsmanship cues of the equestrian world, resulting in a saturated palette The materials of James Buchanan’s Red Seal reflect the brand’s refinement and subtlety. They consist of equestrian-inspired leathers and
of saddle browns, suede-like tans, and dark chocolate tones. Generous accents of slate gray and a vibrant red lighten the darker range of colors. metals with richly textured finishes. The board below includes stitched and embossed leather, finely detailed pewter, and letterpress paper.
Refer to this color board for coloration of backgrounds, materials, and graphic elements when executing any James Buchanan’s Red Seal Fine stitching and embossed features compliment the crafted materials. (For more information on using materials boards, see pg. 39.)
communication. (see pg. 38 for more details on color boards). *See Color Appendix for CMYK & RGB equivalents.

7 7
red seal

red seal
094 095
 7.5 red seal symbol hierarchy 7.6 red seal example layouts
example layouts

The example layouts below should be used as ideal examples of a James Buchanan’s Red Seal Below-the-Line communication. Here, the
Heritage Ribbon and Red Seal Logo connect an accent of material with the main graphic communication. The colors, proportions, and symbol
hierarchy should act as a benchmark for all future James Buchanan’s Red Seal communication.
In all Buchanan’s communications, the brand symbols used
must follow a hierarchy of importance. In James Buchanan’s
Red Seal communication, the Red Seal Logo, preferably
locked up with the Wax Seal and Heritage Ribbon,
should always be most prominent.

7 James Buchanan’s Signature is the preferred graphic

symbol in Red Seal communication. As the living
7
red seal

red seal
expression of James Buchanan’s personal commitment
to the product, the James Buchanan’s Signature lends a
human warmth to the prestige halo of the Buchanan’s
portfolio. (For more details on the use of the Signature,
see pgs. 24-25.)

horizontal format
The other brand symbols, such as the Graphic Seal
and Coat of Arms may be used as secondary symbols-
either as ghosted or tone-on-tone details that may be
cropped and used as supergraphics.

vertical format

096 097
introduction

introduction
buchanan’s
structural identity
Structural identity is a brand’s language of shape and form. This language must carry
through all structural expressions of the Buchanan’s brand — bottle, packaging, POS,

8 environments, gifting — in order to identify Buchanan’s brands as one family,

distinguish variant’s personalities, and consistently communicate the brand’s KBB.

The following chapter draws the brand’s structure characteristics from the portfolio’s
8
structural identity

structural identity
unique bottle shapes, and explains how to apply those characteristics in any 3D expression of
the brand.

098
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 8.1 buchanan’s bottle shapes
introduction

introduction
Buchanan’s distinct bottle shapes form the foundation of the brand’s structural identity. Identifying and analyzing the bottles’ shared characteristics
reveal the portfolio’s structural characteristics and how each brand expresses its unique personality within these characteristics.

8 8
structural identity

structural identity
0100
0100 0101
0101
 8.1 buchanan’s bottle shapes 8.2 buchanan’s structural analysis
introduction

introduction
shared structural features analysis

1. Compact bottles encourage intimate drinking experiences (easy to hold in your hand and share within a small group).

2. 3D details (like the filigree & seals) draw the eye to the liquid, speak of craftsmanship behind the product, and add an
elegant tactility to the product experience.
01. Compact bottle frames; stout necks
3. Rounded corners and rounded square footprints bring personal warmth and generosity to the standard
geometric look of the whisky category.

results: the buchanan's structural characteristics

8 8
02. Rounded, soft corners on boxy shapes Buchanan’s structural characteristics become more pronounced as you move up the portfolio.
structural identity

structural identity
03. Tactile details inviting forms

tangible craftsmanship

04. Rounded rectangular footprints

rounded geometry

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0103
 8.3 buchanan’s structural characteristics
introduction
inviting forms
Warm, approachable spaces and settings
invite consumers into the Buchanan’s
world. In-store displays should be
human-scale or semi-enclosed, event
venues should beg entry with warmly
lit spaces, and packaging or gifting
design should include smaller openings or
frames — all invitations to step forward,
look deeper, and interact with the brand.
8 8
structural identity
0104
0104
8.3 buchanan’s structural characteristics
introduction
tangible craftsmanship
Tangible details like an embossing in tin
or stitching in leather speak of the crafts-
manship and care behind Buchanan’s whisky
and add an elegant tactility to the brand
experience. This tactility should carry
across gifting, packaging and POS with
fine details like embossing, stitching,
texture, closures or contrasting materials.
structural identity
0105
0105
 8.3 buchanan’s structural characteristics
introduction

introduction
rounded geometry

Rounding corners on rectangular shapes

brings a personal warmth and generosity to
the standard geometric look of the whisky
category, and should be carried across all
expressions of the brand.

The harmony of soft and hard lines creates

an ownable visual language that reflects the
balance of the institutional and personal
heritage of the Buchanan’s brand.

8 8
structural identity

structural identity
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0107

There are many ways to make your mark. It’s the stories that
buchanan’s gifting
program
The Buchanan’s Gifting program works to raise brand awareness and build specific equities
for the franchise. Every Buchanan’s gift conveys the brand’s key brand benefit “Make
Your Mark,” using branding with “badge value” and materials that convey strength and
permanence. Buchanan‘s gifts all build upon a platform of creating and capturing memories,
sustaining a narrative that resonates with Latin consumers and distinguishes the brand

you tell, the memories you make, the things you pass along. from the more status-driven language of other whisky brands.

9 The following gifting section reviews each variant’s gifting platform, the colors and
materials relevant to each variant’s gifting executions, gifts to date, and gifting concepts
for the future.
9
gifting program

gifting program
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 9.1 de luxe 12 yr gifting program
gifting programs to date future gifting ideas

Buchanan’s De Luxe 12 Year Old is the portfolio’s flagship, but also Buchanan’s best variant for recruitment. As such, the 12 Year
Old gifting program creates accessories that recruit consumers into the brand. These accessories can be shared with a medium-large
group of friends, inviting younger consumers to take part in the brand through a functional gift of enduring style and quality.

color & material inspiration

pms 627 c

9 9
pms process black c

pms warm gray 4 c

gifting program
pms 7530 c

pms 1807 c
pms 553 c

pms 389 c
pms 368 c

pms 371 c

pms 5747 c

BLENDED SCOTCH WHISKY

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 9.2 master gifting program

A new member of the Buchanan’s family, the Master variant tells the story of the product’s origins — the wheats, grains and other natural ingredients
that are carefully selected by the Masterblender, Keith Law, and combined to create the Master blend. In the future, the Buchanan’s Master gifting will
continue to celebrate the variant’s classic contemporary take on a classic recipe with accessories that educate and enlighten on whisky production
and heritage.

color & material inspiration

pms 147 c

9 9
pms process black c

gifting program
pms 4726 c

pms 7509 c

pms 4545 c
pms 1807 c

PMS 126 C
pms 475 C

pms143 C
pms 751 c

pms 722 c

BLENDED SCOTCH WHISK Y

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 9.3 special reserve 18 yr gifting program
gifting programs to date future gifting ideas

Buchanan’s Special Reserve 18 Year Old speaks to a more discerning Scotch drinker in more intimate social occasions. Given this role, gifting
associates 18 Year with degustation — the careful, appreciative art of tasting spirits. Borrowing from the words of James Buchanan, 18 Year Old gifts
should encourage consumers to toast “to the best of my friends.” 18 Year Old accessories communicate on status and discernment, by showing off the
taste of the liquid and the experience of the product.

color & material inspiration

pms 483 c

9 9

gifting program
toyo cf 10562
pms 4645 c
pms 478 c

pms 174 C

pms 180 c
pms 721 c
pms 181 c

pms 1605 c
Special Reserve

BLENDED SCOTCH WHISKY

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 9.4 red seal gifting program
gifting programs to date future gifting ideas

As the portfolio’s prestige variant, James Buchanan’s Red Seal creates a halo of patriarchal authority and strength. The Red Seal drinker has “made it,”
and now wants his influence to endure. To capture this essence, Red Seal gifts are made from leather — a timeless material that develops character
with age. These accessories make a statement and create objects that you want to pass along from father to son, as your legacy.

color & material inspiration

pms black 5 c

9 9
pms warm gray 4 c

gifting program
pms 4625 c

pms 7427 c
pms 140 c

pms 168 c
pms 419 c

pms 731 c

pms 7533 c

RED SEAL.
BLENDED SCOTCH WHISK Y

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 10 Appendix

All artwork that appears in the guide are included in five appendixes (download from DIAGEO SmartLibrary), which correspond to each of the
chapters and sections in which they are discussed. Brand color palettes with CMYK & RGB equivalents are included in the following pages in the
Color Appendix.

Chapter 1 & 3
1.1 the buchanan’s logo
1.4 the buchanan’s heritage ribbon
1.5 the graphic seal
1.6 the james buchanan signature
1.7 the buchanan’s seal & signature lockup
1.8 the buchanan’s coat of arms
COLOR APPENDIX
chapter 4
4.1 the de luxe 12 yr logo

10
chapter 5
5.1 the master logo

chapter 6
appendix

6.1 the special reserve 18 yr logo

6.3 special reserve 18 yr sub-brand special elements: filigree

chapter 7
7.1 the red seal logo

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