Whisky Chivas Regal 25 Guidelines PDF

Guidelines September 2012
Confidential For internal use only
Chivas Regal 25 Guidelines
The brand
Introduction
Before you start
Within this document you will find the definitive guide for using
the Chivas Regal 25 brand identity.
In the world of luxury goods, these guidelines provide the key
to a strong and ownable expression of the brand. It guarantees
consistency every time the brand is presented to its consumer.
This consistency is critical no matter what the medium or
environment it is applied to (On or Off-Trade).
www.scotchnet.com will hold the latest versions of all artwork
presented in these guidelines, please make sure you check
regularly so that you have the latest files to work with.
Please note: The Chivas Regal 25 brand world guidelines set
out the specific visual style for the sub-brand Chivas Regal 25
and does not affect the Masterbrand guideline or Chivas 18
guidelines which should be taken on their own merit when
being used.
Chivas Regal 25 Guidelines September 2012
Contents
The Chivas Regal 25 Story
56
NYC Fascination8
Brand Assets
Overview 10
Marque1112
Stamp
1314
Typeface1516
Colour1718
Property
1923
Layout
2425
Off-Trade
Duty-free2733
Fine store34
On-Trade
Glorifier
Ice bucket & tray
3639
40
Red Carpet Event Guidelines

Media wall 42
Environment
4344
Architecture
4548
Uniform 49
Furniture 50
Lighting 51
Print
5254
Dinner set
5558
Merchandising Guidelines
Technological accessories6061
Travel accessories 62
Personal accessories
6365
Fashion accessories
6668
Contact
Useful names and numbers70
The Chivas Regal 25 Story
In the first
decade of the 20th century
America was booming, and nowhere more
so than New York. For those in high society there
were the theatrical attractions of Broadway and the glittering
milieu of the grand hotel parties. On to this scene, in 1909, burst Chivas
Regal 25. The worlds first luxury whisky quickly became the toast of high society.
But the party was short lived. In 1920, US Prohibition brought the story of
Chivas Regal 25 to an end.
It wasnt until
almost a century after its
original launch that Colin Scott, master
blender at Chivas Brothers, set about bringing the
legend back to life. Sourcing only the rarest 25-year-old whiskies,
blended meticulously to rekindle the delicate intensities and subtle textures
made famous by the Original Chivas Regal 25. 2007 Chivas Regal 25 was back.
Once again a discerning symbol of luxury.
A Legend Reborn
NYC Fascination
Brand world inspiration
New York
in 1909 stood for
metropolitan success and glamour.
New York seen from the top of skyscrapers,
gave the viewer an enormous sense of power and
privilege. This was the New York perspective, reserved only for
those who had earned it. Chivas Regal 25 perfectly embodies the personality
and the perspective of New York of around that time.
Born in Scotland. Raised in New York.
Brand Assets
Brand Assets
Overview
10
The brand identity

The four core assets of the Chivas Regal 25
brand are the marque, typeface, colour
and pattern.
Marque
Typeface
Priori Sans
Colour
Pattern
Brand Assets
Marque
11
Main marque
The full colour version of marque is the
preferred marque.
The black version of the marque should only
be used for non-printing forms of reproduction,
e.g. etching in glass, engraving in metal,
embossing or debossing in leather or other
recommended materials.
Full colour marque

(CMYK)
Single colour marque

(Hot foil Kurz 232 or
Pantone 873 ink)
White marque
(For photographic backgrounds)
Black marque
(For non-printing reproduction)
Brand Assets
Marque
12
Minimum sizes &

clear space area
Minimum Size
There is a minimum size for the Chivas Regal 25
marque.
Full colour minimum size
40mm
No marque should ever appear smaller than its

respective minimum size.
Clear Space Area
The marque must always stand out
prominently and not be crowded by any
graphic, pattern or typography. It should have
as much clear space around it as possible.
Single colour minimum size
30mm
30mm
30mm
The minimum clear space is indicated here by a

blue frame.
The marque minimum clear space area is
equal to twice the height of the I letterform.
Marque clear space area
Brand Assets
Stamp
13
Stamp
The full colour version of the stamp is the
preferred marque.
The centre of the stamp should always be black,
in all applications.
The black version of the stamp should only
be used for non-printing forms of reproduction,
e.g. etching in glass, engraving in metal,
embossing or debossing in leather or other
recommended materials.
Full colour stamp

(CMYK)
Two colour stamp

(Hot foil Kurz 232 or Pantone
873 & Pantone black ink)
Black stamp
(For non-printing reproduction)
Note:
Only for use when the main marque is forced
to be used smaller than the minimum size.
If required, please contact the International
Brand Manager (see p.69)
Brand Assets
Stamp
Stamp minimum size
7.5mm
14
Stamp
Minimum Size
There is a minimum size for the Chivas Regal 25
brand stamp.
10mm
15mm
20mm
The stamp should never appear smaller than its

minimum size.
Clear Space Area
The marque must always stand out prominently
and not be crowded by any graphic, pattern or
typography. It should have as much clear space
around it as possible.
The minimum clear space is indicated here by a
blue frame.
Stamp clear space area
The marque minimum clear space area is equal to

the height of the 2 letterform.
Brand Assets
Typeface
Priori Sans Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Typeface
Primary typeface
The Chivas primary typeface is a specially
produced custom cut of Jonathan Barnbrooks
Priori Sans. It is important to utilise and
adhere to the same font throughout all our
communication material, thereby ensuring
and maintaining consistency across the brand.
Never distort, expand or condense our primary
typeface in any way.
Digital typeface
Verdana has been chosen for our digital
typeface, to be used for all our online needs.
Verdana is a system font meaning that any
computer will be able to load and display it.
This means that any online content should be
consistent whatever screen it appears on.
Note
The typeface will be released
to all channels in October 2012.
Check ScotchNet for details.
Priori Sans Italic
15
Priori Sans Light
Priori Sans Light Italic

(Preview currently unavailable)
Priori Sans Bold
Priori Sans Bold Italic

Priori Sans Black

Verdana
Digital typeface
Brand Assets
Using Priori
Priori is inspired by the work of famous British
typographers, such as Eric Gill and Edward
Johnston. But it also embraces all of the signage
and lettering observed in the streets, cathedrals,
and public buildings of modern Britain. This
mixing of native influences with a contemporary
pop culture intent is what gives Priori a distinct
and unique flavour.
Tilting
Names, credits & quotations
Bold supporting subheadlines
Be audacious; unrestrained by
convention, contemporary, spirited
and completely original.
NYC Fascination
New York in 1909 stood for metropolitan success
and glamour. New York seen from the top of
skyscrapers, gave the viewer an enormous sense
of power and privilege. This was the New York
perspective, reserved only for those who had
earned it. Chivas Regal 25 perfectly embodies the
personality and the perspective of New York of
around that time.
Always use Priori Regular for long copy.
Long copy
16
Our Headlines
The Priori Bold should be used for headlines and

subheadlines (preferably in capitals) or wherever
you need emphasis.
Priori Italic should be used for names, credits
and quotations.
Typeface
Born in Scotland. Raised in New York.
Brand Assets
Colour values
Having the right colour options
available and knowing the breakdowns
of each, prevents any incorrect use.
Colour
17
C M Y K (%)
RGB
Pantone
Special (Foil)
C20 M0 Y0 K100
R0 G0 B0
Process Black
C5 M25 Y70 K10
R160 G140 B100
873
Hot foil Kurz 232
C5 M100 Y70 K30
R150 G30 B50
201
Black
Gold
Red
Brand Assets
Colour
18
Proportional palette
All three colours should be used for any
application and getting the right balance of
colours is crucial.
The brands core colour is black.
The secondary colour is gold with red only to be
used as a highlight or accent colour.
84%
15%
1%
Proportional palette
Example of proportional palette
Brand Assets
Property
19
The pattern
The diamond pattern is the brands
core graphic property.
The pattern should appear on all
communications to express brand inspiration
and enhance depth.
The pattern
The inspiration
Brand Assets
Property
20
Pattern angle
& positioning
The brand pattern should always appear as an
isometric pattern set at 36.
36
Top to bottom
Equally space the pattern within
your artwork parameters as shown
Intersection
Left to right
Equally space the pattern within your artwork parameters as shown
Brand Assets
Property
21
How to use our pattern

Correct applications of the pattern are
measured by the number of diamonds in the
height of any area.
The correct number of diamonds is between
three and six.
Maximum of
6 diamonds high
Minimum of
3 diamonds high
Correct use of pattern
Incorrect uses of pattern

Too open and too dense
Brand Assets
Property
22
Use of crops
The pattern is flexible. It doesnt always have to
fill an area but can also be used as crops.
When using a cropped version of the pattern,
make sure it runs to the edge of at least two
sides of any canvas area.
4 edge symmetrical crop
2 edge symmetrical crop
3 edge asymmetrical crop
Brand Assets
Property
23
Incorrect use of pattern

The brand pattern should always be
used correctly.
Correct use means never using it in any
of the ways shown here.
Must never appear broken
Must bleed off 2 sides or more
Must always be at 36
Must never appear distorted
Should never appear in red
Brand Assets
Positioning the
marque & pattern
Layout
24
Bounding edge of logo
When the brand pattern and marque are used

together, the defined relationship shown here
must be applied.
Bounding edge of marque
Marque & pattern lock-up
Brand Assets
Layout
25
Marque & pattern usage

The correct use of a pattern and marque
combination are shown here.
The brand marque should always appear
centred in any application.
Menu cover
Invitation cover
Off-Trade
Off-Trade
Duty-free
27
Duty-free wall display 01

The single wall unit is created as a flat-fronted
design with a small rectangular recesss for
cartons and diamond-shaped window for
a single display bottle.
The hero bottle positioned in view but out
of reach, together with using fewer cartons,
communicates the brands exclusivity.
Off-Trade
Duty-free
28
Duty-free wall display 02

The multi-wall unit is created as a single wall unit
(p.27) flanked by two carton walls.
Off-Trade
Duty-free
29
Multi-carton stand 01
The floor stand is a 4-sided unit that can hold up
to 24 cartons and a single display bottle.
The stand is built from a series of tiers inspired by
the angles of the brand pattern.
The tiers create an elevated structure for the hero
bottle which, positioned in view but out of reach,
199.
480.02
Off-Trade
649.82
72.0
30.00
864.00
864.00
Duty-free
886.00
30
886.00
867.55
94.00
108.0
72.0
196.00
639.69
1.00
10.01
These plans illustrate all the dimensions for the

single bottle multi-carton stand 01.
545.69
Artwork files are available on ScotchNet.
157.00
157.00
530.00
Plan chelle 1/10
639.69
886.00
886.00
1.00

10.01
A3
545.69
639.69
867.55
157.00
ntoir Chivas Regal Medium H: 2000 mm
649.82
Plan chelle 1/10

94.00
108.0
72.0
A3
864.00
480.02
864.00
Presentoir Chivas Regal Medium H: 2000 mm

10.00
530.00
72.0
649.82
10.01
1.00
1699.71
30.00
108.0
550.00
199.80
886.00
157.00
216.00
550.00
886.00
30.00
157.00
10.00
157.00
649.82
639.69
108.0
10.00
Off-Trade
Duty-free
31
Like the first design, the stand is a 4-sided unit
that can hold up to 24 cartons and a single
display bottle.
The stand is built from a series of tiers inspired by
The tiers create an elevated structure for the hero
bottle which, positioned in view but out of reach,
890.01
890.01
Duty-free
32
1700.01
Off-Trade
997.59
202.00 202.00
202.00
72.0
72.0

single bottle and multi-carton stand 02.
1047.71
108.0
Artwork files are available on ScotchNet.

403.26
222.00 222.00
222.00
576.00 576.00
576.00
890.01
72.0
72.0
890.01 890.01
890.01
Plan chelle 1/10
1700.01
1700.01
1700.01
997.59
72.0
1047.71
1047.71
1047.71
72.0
72.0
72.0
A3
108.0 108.0
108.0
403.26
403.26
403.26
890.01
890.01 890.01
an avec plexi
997.59
108.0 108.0
108.0
1047.71
1047.71
1349.90
1047.71
400.71
Plan chelle 1/10
1349.90
A3
1349.90
plan avec plexi
997.59
890.01
400.71
1047.71
108.0
400.71
1349.90
Off-Trade
Duty-free
33
Single bottle plinth

The single bottle plinth display is topped with a
glass case creating the perfect waist-level glorifier.
Off-Trade
Fine store
34
Fine store window display

The window display is the perfect expression
of the brands exclusivity and luxury.
The brand pattern dominates the
window using only a single diamond as
a small opening to show the bottle.
On-Trade
On-Trade
Glorifier
36
Table & bar glorifier

There are 3 glorifier options - Bar/Table, Back-bar
and Multipurpose.
The shape of each glorifier has been inspired by
Bar/table glorifier
The bottle is positioned on a small plinth and
stands out well against the tall red-trimmed
collar. The glorifier should be up-lit from below
with a subtle red glow.
Back bar glorifier
The glorifier should be placed in a position on the
back-bar with high visibilty. Housed in an elegant
glass box, the bottle is seen but cant be touched
reinforcing the bottles status as an object of desire.
Table glorifier
Back-bar glorifier
On-Trade
Glorifier
37
Table glorifier
These plans illustrate the 4 sides for the
table glorifier.
Artwork files are available from ScotchNet.
13
2.8
8
6
.7
5
6
107.50
31.24
109.35
187.45
430.00
Presentoir Chivas Regal Medium H: 500 mm
On-Trade
Glorifier
38
490.00
Back-bar glorifier
484.00

back-bar glorifier.
Artwork files are available from ScotchNet.
72.0
279.00
267.00
206.00
108.0
263.00
279.00
279.00
279.00
290.00
290.00
267.00
267.00
6.00206.00
206.00
108.0
108.0
267.00
263.00
279.00
456.55
10.00
10.00
156.89
456.55
263.00
263.00
156.89
279.00
279.00
156.89
78.40
78.40
6.00
6.00
72.0
72.0
484.00
484.00
108.0
108.0
290.00
108.0
216.00
306.00
216.00
290.00
294.00
Plan chelle 1/5
216.00
490.00
A3
10.00
490.00
78.40
216.00
216.00
456.55
10.00
10.00
10.00
306.00
306.00
.00
.00
6.00
6.00
.00
.00
.00
.00
On-Trade
Glorifier
39
Multipurpose glorifier
The multipurpose glorifier can be used in many
different brand touch points point-of-sale and
event opportunities.
Whilst the bottle platform has been inspired by
the brand pattern, the anglepoise light evokes
the time and place at which our brand was born
New York in the early 20th century.
On-Trade
Ice bucket & tray
40
Ice bucket & serving tray

Informed by the shape and angles of the brand
pattern, the ice bucket and tray express the
brands style and glamour.
Ice bucket
Serving tray
Red Carpet Event

Guidelines
Red Carpet Event
Media wall
42
Media wall
The media wall graphic uses the brand pattern
as a holding device for the main marque.
The pattern can also be used to house partner
marques when desired.
Please see p.20 for further information on how
to use our brand pattern.
Chivas marque only
Chivas and partner marques
Red Carpet Event
Environment
43
Bar
The required bar space is achieved by the right
balance of materials, pattern, colour and lighting.
Materials should always be premium, well-finished
and a visual and tactile pleasure for any guest.
The brand pattern can be used to create a light
wall for a back bar or front bar.
Always adhere to our proportional palette when
using colour.
Lighting should be set at a low-level with a warm
incandescent glow.
The required ambiance for any created bar space
should be a harmonious mix of all the elements
this will express the brands understanding of
experiential luxury.
Red Carpet Event
Environment
44
Lounge
Like the bar space, the required lounge space
is achieved by the right balance of materials,
pattern, colour and lighting (see p.51)
A key part of the Chivas Regal 25 brand story
Born in Scotland. Raised in New York should
be used as inspiration for the location of any
small event, bar or lounge space.
Penthouse or rooftop spaces are good way
of expressing the brands elevated status and its
ties to New York home of the worlds
first skyscrapers.
Red Carpet Event
Architecture
45
Stage
Most commonly used at dinner events, the stage
is the main point of focus a platform for chosen
guest speakers.
The stage is backed by a wall created to display
the brand pattern and includes a recessed
diamond for the main marque.
Subtle red lighting around the recessed diamond
and a red graphic trim around the stage front,
adheres to the proportional colour palette.
On-stage speakers will need to be illuminated
with off-stage spot lighting. All other lighting and
furniture (see p.5051) can be used to dress the
stage, expressing the brands style and story.
Red Carpet Event
Architecture
46
Legends wall
Legends walls are the perfect opportunity to express
the brand story reinforcing the fact that Chivas
Regal 25 is a legendary brand.
The walls make any guest feel like theyre among
legends legendary speakers brought together
by a legendary host.
The photographs are the main part of each
wall so the brand pattern is reserved for corner
detailing only.
Red Carpet Event
Architecture
47
Partition wall
Partitions are a good way to break up space
or orientate a flow of people.
A recessed diamond shape houses the brand
marque and can be side-lit with a red glow
or decorated with a red trim.
Red Carpet Event
Architecture
48
Pillar wrap
There may be occassions when the architecture
of a chosen event venue needs to be dressed
appropriately for the brand.
The pillar wrap is a subtle but sophisticated way
of owning part of the architecture.
Red Carpet Event
Uniform
49
Staff uniform
Uniforms are a necessary part of any hosted event.
It is important that guests know clearly who their
hosts are and what level of service to expect.
The host uniform revives the legendary Gatsby
style. Ivory, gold, linen and silk all express the
brands sense and appreciation of material luxury.
Service uniforms are stylish and contemporary.
Inspired by service uniforms of New York bartenders
in the 1920s, theyre tradition with a twist.
The host
Service
Red Carpet Event
Furniture
Barcelona day bed
Kubus chai
Bauhaus style chair
Barcelona stool
Bruno chair
MR chair
50
Furniture
Any choice of furniture should be inspired by
a sophiscated and modern aesthetic that is
relevant to the brands style and story.
and a visual and tactile pleasure.
Stockists
www.knoll.com
www.bluesuntree.co.uk
Red Carpet Event
Lighting
Balbina 1C 20
Pharmacy lamp
Filament ball cluster
Filament desk lamp
51
Lighting
Any choice of lighting should be inspired by
a sophiscated and modern aesthetic that is
relevant to the brands style and story.
Materials should always be premium, well finished
with a visual and tactile pleasure.
Lighting should be set at a low level with
a warm incandescent glow.
Stockists
www.surrounding.com
www.designer-lights.com
Asmiconos, Miconos
New York subway filament
Red Carpet Event
Print
52
Drinks menu
A menu will be an essential element of any
event and can be a way to express the brands
style and story.
A simple gatefold mechanism opens to reveal
a bespoke die-cut and creased skyscraper
formed in the menus fold.
A combination of soft-touch matt paper
over a red-coloured core board with foiled
typography, gives the user a feel of luxury.
Red Carpet Event
Print
53
Invitation
Like the menu, an invitation will be an essential
element of any event and can be a way to express
the brands style and story.
A more complex Z-fold mechanism opens
to reveal a bespoke die-cut and creased
skyscraper formed in the menus fold.
Red Carpet Event
Print
54
Dinner menu
Personalised menus are a way to reinforce
the brands status as the perfect host.
A simpler double-sided version that still
makes an impact
Envelope
Menu
Red Carpet Event
Dinner set
55
Table set
The table set is a key feature of the dinner events.
It is where guests spend most of their time and can
feel very close to the Chivas Regal 25 brand.
The preferred table set is achieved by the right
balance of materials, pattern and colour.
and a visual and tactile pleasure for any guest.
Lighting should be set at a low level with a warm
incandescent glow.
The required ambiance for any created bar
space should be a harmonious mix of all the
elements a harmony that will express the brands
understanding of experiential luxury.
Note:
Though not officially part of the brand colour
palette, the use of ivory is appropriate for table
linen, napkins and crockery. It can also be useful
to delineate between tables if necessary.
White table set
Black table set
Red Carpet Event
Dinner set
Napkin
Ivory plate & Gold boiler plate
56
Place setting
Attention to detail is key for the design any of
place setting.
Eating is a tactile experience and guests should
feel the brands premium quality at every touch.
The ivory napkin has been embroidered with the
brand pattern.
Cutlery
Red Carpet Event
Dinner set
57
Glassware
The crystal whisky glass embodies the brands
understanding of legendary design and style.
The lattice-like grip around the base of the glass
alludes to the brand pattern.
Note:
Available for purchase, please contact
the brand team.
Red Carpet Event
Dinner set
58
Table ornaments
Table number signs are an important way to show
guests to their allocated seating.
The table number sign is designed with a diamond
shape, foiled typography and a gold stem
elevating it from a purely functional object to one
that belongs to the brand.
Sat on black or ivory table linen, red flowers
are a way to bring a comprehensive but balanced
brand colour palette to the table.
Both the table number sign and flowers
should never be too high to obscure one guest
from another.
Table number
Flowers & vase
Merchandising
Guidelines
Merchandising
Technological accessories
60
iPad case
Creating a premium case for the iPad is the
brands way of remaining contemporary without
compromising its style.
The hand-made leather case, fastened by gold
poppers, blind embossed with the brand pattern
on the outside, opens to reveal a deep red lining.
Note:
For visual reference only.
Not available for purchase.
Merchandising
Technological accessories
61
Blackberry case
Creating a premium case for the Blackberry
is the brands way of remaining contemporary
without compromising its style.
The hand-made leather case is blind embossed with
the brand pattern on the outside with a deep red
lining on the inside.
Note:
Merchandising
Travel accessories
62
Luggage
Premium hand-made luxury leather luggage is
a clear way to express the high status of a welltravelled lifestyle.
The luggage honours our proportional colour
palette by using black leather, gold riveting and
latchwork togther with a subtle red edge inside
the lining.
For lining, the brand pattern can either be
printed on paper or embroided on silk.
Note:
Available October 12, 2012
Merchandising
63
Wallet
The hand-made leather wallet is blind embossed
with the brand pattern on the outside and deep
red pockets on the inside.
The wallet should accommodate enough
pocket space for any gentlemans busy and
varied lifestyle.
Note:
Available October 12, 2012
Merchandising
64
Notebook
Whilst the core idea of a notebook is function, this
hand-made leather notebook exudes the premium
quality we have come to expect of the brand.
The leather cover is blind embossed with the brand
pattern and stitched with a deep red thread.
The paper pages are gilt-edged in gold.
Note:
Available April 2012.
Merchandising
65
Pen
No luxury notebook (p.64) should be without a pen
that signifies the same premium quality.
The pens elegant polished gold elements set off
the black resin cap and barrel engraved with the
brand pattern.
Note:
Merchandising
Fashion accessories
66
Umbrella
No gentlemen would be without an umbrella
but creating the right umbrella means careful
consideration of materials, mechanics and
visual style.
The hand-made umbrella consists of a malacca
shaft and handle, a gold collar etched with our
marque and a deep red silk lining.
The black canopy can be nylon with a printed
pattern or silk with an embroidered pattern.
Note:
Merchandising
Fashion accessories
67
Belt
The hand-made black leather belt with red
leather lining, gold square buckle and embossed
pattern confirms that this apparel accessory is
representative of our brands style and status.
Note:
Available September 12, 2012
Merchandising
Fashion accessories
68
Jumper
Hand-made in Scotland, our cashmere jumper is
a luxurious tactile experience befitting of our brand.
The brand can afford to be visually quiet because
the feel of the jumper carries more importance.
Note:
Available April 2012
Contact
Contact
Contact
Get in touch
70
Please contact your Chivas Brothers International Regional

Manager if you have any queries or problems working with the
Chivas Regal 25 brand.
Thank you.
Tom Dusseldorp
International Senior Brand Manager
Chivas Regal 25 & Chivas 18
tom.dusseldorp@pernod-ricard.com

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Whisky Chivas Regal 25 Guidelines PDF

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Guidelines September 2012

Confidential For internal use only

Chivas Regal 25 Guidelines

Before you start

Chivas Regal 25 Guidelines September 2012

Confidential For internal use only

Chivas Regal 25 Guidelines

The Chivas Regal 25 Story

Chivas Regal 25 Guidelines September 2012

Red Carpet Event Guidelines

Confidential For internal use only

The Chivas Regal 25 Story

Chivas Regal 25 Guidelines

The brand identity

Chivas Regal 25 Guidelines September 2012

Confidential For internal use only

Chivas Regal 25 Guidelines

Full colour marque

Single colour marque

Chivas Regal 25 Guidelines September 2012

Confidential For internal use only

Chivas Regal 25 Guidelines

Minimum sizes &

Full colour minimum size

No marque should ever appear smaller than its

Single colour minimum size

The minimum clear space is indicated here by a

Marque clear space area

Chivas Regal 25 Guidelines September 2012

Confidential For internal use only

Chivas Regal 25 Guidelines

Full colour stamp

Two colour stamp

Confidential For internal use only

Chivas Regal 25 Guidelines

Stamp minimum size

The stamp should never appear smaller than its

Stamp clear space area

The marque minimum clear space area is equal to

Chivas Regal 25 Guidelines September 2012

Confidential For internal use only

Chivas Regal 25 Guidelines

Priori Sans Regular

Priori Sans Italic

Priori Sans Light

Priori Sans Light Italic

Priori Sans Bold

Priori Sans Bold Italic

Priori Sans Black

Confidential For internal use only

Chivas Regal 25 Guidelines

Names, credits & quotations

Bold supporting subheadlines

Always use Priori Regular for long copy.

Chivas Regal 25 Guidelines September 2012

The Priori Bold should be used for headlines and

Born in Scotland. Raised in New York.

Confidential For internal use only

Chivas Regal 25 Guidelines

C5 M25 Y70 K10

R160 G140 B100

Hot foil Kurz 232

C5 M100 Y70 K30