Version 1.

3 / December, 2013

MASTER BRAND IDENTITY

DESIGN GUIDELINES

Our design DNA........................................................... 3
Brand design elements overview............................ 4
Design elements usage rules.................................... 5
Writing rules.................................................................. 6
Primary assets – How to use them
Logo................................................................................10
Executions...................................................................... 12
Principles........................................................................13
Don’ts............................................................................. 24
Brand colors................................................................ 25
Executions..................................................................... 27
Principles....................................................................... 28
Don’ts.............................................................................29
Brand fonts................................................................. 30
Executions..................................................................... 32
Master Brand Identity design guidelines
Table of contents
Principles.......................................................................33 Bottle outline............................................................... 57
Don’ts............................................................................ 36 Executions.....................................................................59
Principles...................................................................... 60
Secondary assets – How to use them Don’ts............................................................................. 61
Backdrop images......................................................38 Branded pattern........................................................62
Executions.................................................................... 40 Executions.................................................................... 64
Principles........................................................................41 Principles.......................................................................65
Don’ts.............................................................................44 Don’ts............................................................................ 67
Secondary color palette........................................ 45
Product design guidelines
Executions.....................................................................47
Principles.......................................................................48 Absolut Vodka............................................................ 68
Don’ts.............................................................................50 Flavors.......................................................................... 76
Materials....................................................................... 51
Contact.......................................................................... 85
Executions..................................................................... 53
Principles....................................................................... 54
Don’ts.............................................................................56
2
 Introduction

Our design DNA

In 1979, when a small group of daring design spirits in Stockholm, Sweden,

designed the Absolut bottle they were inspired by an apothecary bottle from the 18th century,
a classic Swedish functional design, combined with influences from American car design
and pop art that was on the edge of contemporary culture at that time.

Absolut is “Swedish vodka, onödigt bra in product and design”, and the brand idea
is transformation. So, fundamentally, our design is Swedish, and “onödigt bra”. Our look is artistic,
bold and stylish – and transformative.

For urban creative millennials this is highly relevant even today, as they demand authenticity
and transparency, and as creatives expect a high level of design creativity from their brands.

– Art is at the heart of our visual DNA. From Andy Warhol
and up until today, our commitment to the arts and artists,
and the creative energy of putting art in the party, is
visible in our designs.
– Swedish clear glass, to showcase the clarity and quality
of our vodka.
– The iconic bottle shape. Pure and geometric, the – The pursuit of perfection, which as visual DNA is the circle
proportion between neck and shoulders is what makes form, the round dot that represents the meaning of the word
the bottle unique. This is such an innovative shape, yet Absolut. This means the perfect and complete – yet also the
simple and universal, that it is timeless. Even though at infinite and always striving towards perfection.
the time of its launch, it was considered too different and
strange – as is everything truly new. This is the disruptive
gene in our design DNA, one we honor primarily with
our innovation designs.

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 Executive summary

Brand design elements overview

Primary assets

ABSOLUT HeadlinE
Absolut Bold

Absolut Medium

Absolut Regular

Logo Brand colors Brand fonts

Secondary assets

Backdrop images Secondary color palette Materials Bottle outline Branded pattern

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4
 Executive summary

Design elements usage rules

Consistent and correct use of the Absolut Masterbrand Identity in all its design elements is crucial
when building a strong global brand that is legally protectable. Using the design elements incorrectly,
distorting them or creating new ones severely damages the legal protection of the Absolut brand.
On this page are the key rules that must be followed.

1. Logo 4. Backdrop image range 7. Bottle outline

Always size and place the logo correctly, for consistency.
Never alter the logo, or relationship within it’s parts. Use the
white logo on full-bleed images and colored backgrounds.
Use the blue logo on white backgrounds only. Only use the
black logo for product extensions, or if needed to make the
logo stand out from significant blue décor or graphics.
Always use the provided backdrop images as backdrop
to the white logo. Use the images with full bleed, and in
line with cropping guidelines. For legal reasons never use
backdrop images in bought media, and never modify or
alter the images. See stated dates in guidelines for legal
rights of usage and always remain within these.
Always use the iconic bottle outline as a three-dimensional
form and only in the versions provided, to ensure it is always
consistent and recognizable. It is always the shape of the
750 ml bottle, standing up, and without elements placed over
it. The bottle is a secondary branding element and can not
replace the logo.

2. Brand colors 5. Secondary color palette 8. Branded pattern

Always use the right color codes and ensure your end- Always use the right color codes for our secondary Always use the branded pattern with full bleed, in the right
result has the right hue. The proportions between our brand colors and ensure your end-result has the right hue. scale in relation to the surface, and in the right color. Never
accent color, Absolut Blue, and white, black and greys is Never use secondary colors instead of brand colors, alter the relationship between elements in the pattern or
approximately 25–30 % Absolut Blue out of the total. but as a complement. distort them in any way.

3. Brand fonts 6. Brand materials

Always use the right font for the right purpose and type of Always use the materials in our range, in their natural color
communication. Never use fonts other than the Absolut fonts. or in colors that follow guidelines – for long life items, in
the brand colors, and for short life items, in the brand or
secondary colors.

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 Executive summary

Writing rules

1. 2. 3.
Always write Absolut with capital A and lower case bsolut. Always name initiatives with Absolut as the branding /sender. Never end a sentence written in the font Absolut Headline
Never include the word Absolut in the name. with Absolut or a product name such as (Absolut Elyx).
Do Never put a full stop in a sentence written in the font

Absolut Vodka Do Absolut Headline.

SUMMIT + Do

Absolut Citron Logo as sign-off ABSOLUT LOVES ART

Absolut Elyx Don’t

Don’t ABSOLUT SUMMIT ONE SOURCE ÅHUS

ABSOLUT VODKA Exceptions:
Don’t

absolut vodka
– Drink /cocktail names
WITH LOVE FROM ABSOLUT.
ABSOLUT COSMOPOLITAN
Exception: ONE SOURCE ÅHUS.
– Subcopy for ATL/BTL – Subcopy for ATL / BTL

Absolut can be written in all caps if the whole sentence ABSOLUT can be written in all caps if the whole sentence

is in all caps. is in all caps.

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 Executive summary

Writing rules

4. 5. 6.
Never put Absolut in headline with a full stop/dot, instead Always write text /copy in white, black or grey. Never any Always write text with American English, not British English.
of using the logo. other colors not even blue.
Do

Flavor
Do (use logo file) Do

. One source åhus Don’t

Don’t Flavour
One source åhus
ABSOLUT. One source åhus
Don’t

One source åhus

One source åhus

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 Executive summary

Writing rules

7.
Respect the integrity of the brand name. Never do word plays
or put an apostrophe on Absolut.

Do

The flavors by Absolut

Don’t

Absolutly fantastic vodka

Absolut’s flavors

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PRIMARY ASSETS Logo / Primary colors / Brand fonts

These are the three primary assets in the Master Brand Identity, the following pages explain how to use them.

9
 LOGO
Our logo is a carefully crafted wordmark, with the additional element of a dot. The dot comes from the core design
DNA of Absolut, and adds integrity that elevates the wordmark into a unique logo. Our logo is the global, primary branding
device for the Absolut brand, the anchor for the rest of the brand identity and for our engaging brand communication.

Our logo is not the existing Absolut one-line wordmark in our headline font with a full stop, but a unique and new logo
with a bespoke dot. For legal protection reasons, it should never be altered.

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 Primary assets /Logo

Executions – logo

ENJOY WITH ABSOLUT RESPONSIBILITY™

ABSOLUT COSMOPOLITAN

DRINK MENU Absolut vodka

ABSOLUT CITRON with triple sec, fresh squeezed
lime juice and cranberry juice.

ENJOY WITH ABSOLUT RESPONSIBILITY™

Menu Glass Transform Today – print

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 Primary assets /Logo

Primary and secondary logo

1. Primary logo 2. Secondary logo 3. Secondary logo product extensions

White Blue (on white) Black (on white)

The primary logo is white. Use the white logo on full bleed The secondary logo is blue. Use the blue logo on white The black logo is used for product extensions on white
images, colored backgrounds and all non-white materials. backgrounds. background, or when an asset includes a significant amount
Also used for product extensions when branding non-white of blue color or blue graphic decor, to avoid that the logo
backgrounds. blends into the motif.

White Blue Black

CMYK 0 / 0 / 0 / 0 Pantone 286 C Pantone Black C

RGB 255 / 255 / 255 CMYK 100 / 70 / 0 / 5 CMYK 0 / 0 / 0 / 100
RGB 0 / 51 / 160 RGB 44 / 42 / 41

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 Primary assets /Logo

Logo versions, minimum size and clear space

Two versions Minimum size Clear space

The logo exists in two sizes – optimized artworks, the small The minimum size is measured by the height of the wordmark, Always keep the clear space free from disturbing elements.
only for use in executions smaller than the minimum size Absolut. The letter ”A” in Absolut is to be used as point of The letter ”A” in Absolut is used for the Regular logo and the
allowed for the regular size logo. reference for all measurements of minimum logo size. diameter of the dot is used for the Small logo as clear space.

Regular Regular /For sizes 6 mm in height and up Regular /Clear space “A”

Small Small / For sizes 2.5 mm* to 6 mm in height Small / Clear space “.” (the dot in the wordmark)

2.5 mm

*For all reproductions of the Small logo, always contact 6.0 mm

the supplier to ensure that the logo is visible depending on
technique.

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 Primary assets /Logo

Logo size and placement

Logo size – portrait format Logo size – landscape format Placement

1 /4 width of the format 1 /5 width of the format Always centered, at a set heigt from the bottom

For portrait formats, scale the logo to 1 /4 the width of the For landscape formats, scale the logo to 1 /5 the width of the For portrait formats, 1.5 times the height of the ”A” from the
format. For unusually large or small formats, see next page. format. For unusually large or small formats, see next page. bottom. For landscape formats, minimum 1 times the height
of the ”A” from the bottom. For exceptionally large or small
formats, see next page.

Portrait Format

1A

1.5 A

Landscape format

1A

1A

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 Primary assets /Logo

Logo size and placement – unusual formats

Centered logo Logo size – unusually large formats Logo size – exceptionally small formats
Center the logo on the “O” in Absolut Minimum 1 A width /height Minimum 1 X width /height

For applications where the logo is the main/only message on For unusually small formats the logo should be centered
unusually large formats, it should be centered horizontally horizontally and vertically with a minimum of 1 X ( X = the dot )
and vertically with a minimum of 1 A clear space from the top, clear space from the top, bottom and sides.
bottom and sides.

1A 1X
1X The dot = X
1A

1A
1X 1X

1A 1A

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 Primary assets /Logo

Logo size and placement – unusual formats

Unusually large formats Examples Exceptionally small formats

Minimum 1 A width /height Minimum 1 X width /height

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 Primary assets /Logo

Master brand grid

Master brand grid – portrait format Master brand grid – landscape format
Absolut Headline vs. logo and sub-headlines Absolut Headline vs. logo and sub-headlines

Headline Headline
Absolut Headline should Absolut Headline should
never be smaller than 1.25 never be smaller than 1.25
times the logo. For a shorter times the logo. For a shorter
headline, the differences headline, the differences
can be larger. The logo and can be larger. The logo and
Regular
headline should never be headline should never be
Regular the same size. HEADLINE the same size.

HeADLINE
HEADLINE
Regular /Medium
Regular
Sub-headline
The primary sub-headline,
Regular Sub-headline
The primary sub-headline,
centered above or below centered above or below
Absolut Headline is Absolut Absolut Headline is Absolut
Regular. If needed, for better Regular. If needed, for better
visibility, the Absolut Medium visibility, the Absolut Medium
can also be used. The also can be used. The
sub-headline should never sub-headline should never
exceed 1 /3 of the Absolut exceed 1 /3 of the Absolut
Headline height. Headline height.

Logo for portrait Logo for landscape

1 /4 of the width of the 1 /5 of the width of the
format, applied 1.5 A from format, applied minimum
bottom. 1 A from bottom.

For ATL grids see “Transform today campaign guidelines”. Back to table of contents

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 Primary assets /Logo

Executions – Master brand grid

Invitation – Landscape Book cover – Portrait Poster – Portrait

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 Primary assets /Logo

Lock-up logo

The lock-up logo is only used when using the concept of transformation, otherwise
use logo (without tagline). Never use lock-up logo to brand POS materials.

1. Primary lock-up logo 2. Secondary lock-up logo 3. Secondary lock-up logo product extensions
White Blue (on white) Black (on white)

The primary lock-up logo is white. Use the white lock-up logo The secondary lock-up logo is blue. Use the blue lock-up The black lock-up logo is used for product extensions on
on full bleed images, colored backgrounds and all non-white logo on white backgrounds. white background, or when an asset includes a significant
materials. Also used for product extensions when branding amount of blue color or blue graphic decor, to avoid that
non-white backgrounds. the logo blends into the motif.

White Blue Black

CMYK 0 / 0 / 0 / 0 Pantone 286 C Pantone Black C

RGB 255 / 255 / 255 CMYK 100 / 70 / 0 / 5 CMYK 0 / 0 / 0 / 100
RGB 0 / 51 / 160 RGB 44 / 42 / 41

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 Primary assets /Logo

Lock-up logo

Minimum size /Lock-up logo Clear space

Height of the logo For added visibility

The minimum size is measured by the height of the wordmark, Always keep the clear space free from disturbing elements.
Absolut. The letter ”A” in Absolut is to be used as point of The letter ”A” in Absolut is used.
reference for all measurements of minimum logo size.

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 Primary assets /Logo

Executions – ATL

Transform Today – Portrait Transform Today – Landscape

For ATL grids see “Transform today campaign guidelines”. Back to table of contents

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 Primary assets /Logo

Executions – BTL

BTL – Portrait BTL – Landscape

For BTL grids see “Transform today campaign guidelines”. Back to table of contents

23
 Primary assets /Logo

Don’ts

No blue logo on full bleed images No black logo on white backgrounds No effects on logo
Never use a black logo on images or against a colored
background.

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24
BRAND COLORS
We drive recognition through brand colors that are premium, bold and classically Swedish.
We use Absolut blue as the brand accent color together with white, black and greys to create the core
of the distinct Absolut color world.

25
26
 Primary assets /Primary colors

Executions – brand colors

Retail Invitation Butik

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 Primary assets /Primary colors

Usage and color codes

Absolut Blue
Accent color
Absolut Blue is vibrant and recognizable as Absolut. It is a
tangible and emotional link to our art heritage. As an accent
color it should be used sparingly, approximately 25 –30 %.
White, Black and Greys
To make the Absolut Blue stand out we have a selection of
base colors consisting of white, black and greys.
How to print the Absolut Blue
To ensure that the Absolut Blue always has the best possible
print quality physical color samples and a guideline has been
developed, “Absolut vodka Nova Blue Guidelines”, request it
from your local brand development contact.

Ab – Always use PMS when possible.

so
l Absolut Blue White Dark Grey
ut

– Always review the sample from your supplier against

Blu

Pantone 286 C CMYK 0 / 0 / 0 Pantone Cool grey 10 C

e

the color samples on the “Absolut vodka Nova Blue

White

CMYK 100 / 70 / 0 / 5 RGB 255 / 255 / 255 CMYK 40 / 30 / 20 /66

Guidelines”. If it looks different – request a new sample.
RGB 0 / 51 / 160 RGB 99 / 102 / 106
/B

ac
k/
l

Grey – Never approve colors on computer screen.

Black Mid Grey

Pantone Black C Pantone Cool grey 7 C

CMYK 0 / 0 / 0 / 100 CMYK 20 / 14 / 12 / 40
RGB 0 / 0 / 0 RGB 151 / 153 / 155

Light Grey

Pantone Cool grey 3 C

CMYK 8 / 5 / 7 / 16
RGB 200 / 201 / 199

* For further information see “Absolut vodka Nova Blue Guidelines”. Back to table of contents

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 Primary assets /Primary colors

Don’ts

No overuse of Absolut Blue No blue typography No other blue nuances than Absolut Blue

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 brand fonts
Our custom-made family of brand fonts are ownable and unique. These fonts ensure clarity, readability and stand-out.
Used correctly, we get our messages across in an impactful and premium way.

Big, bold – and clear.

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 Primary assets /Brand fonts

Executions – brand fonts

BIG MESSAGES HEADLINE

Sub-headline

ON BACKDROP
IMAGES
Consectetur adipiscing elit proin ultricies ut Maecenas nec tellus euismod ipsum scelerisqu
augue in hendrerit. Fusce quis condimentum porttitor. Sed orci tortor posue re at interdum in
eros. Nulla in cursus enim. Duis placerat tortor eros, faucibus at neque. Etiam sit amet sagittis
nunc, euismod feugiat eros consequat. Donec risus curabitur vestibulum.
aliquam dolor quis dapibus.
Phasellus fermentum non urna quis hendrerit
Vitae sit et auctor phasellus volutpat lorem proin tortor sem semper eu leo et cursus.
ipsum laoreet
NAME / MONTH ligula
DAY YEAR interdum. Phasellus blandi Euismod massa. Suspendisse mauris eleifend
erat non euismod. Nunc convallis purus igula nec mollis quis, suscipit sed lorem.
37 aliquam scelerisqu porttitor,
Morbi id scelerisque magna class aptent taciti
Praesent sed lorem eget fringilla vestibulum sociosqu ad litora torquent per sit amit conubia
volutpat sem sit erat molestie sagittis. Fusce nostra, per inceptos himenaeos. Nulla purus elit,
sit amet justo mattis. accumsan et sodales sit tempor id felis.

MBI PPT
13

Sub-headline / Sub-title

Book cover and insert Transform Today – Print Presentation

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 Primary assets /Brand fonts

Brand fonts overview

Headlines
Absolut Headline

abcdefg
Our signature Absolut Headline font was created specifically
for big headlines and displays. This includes ads, posters,
brochures and presentation covers.

Absolut Bold Absolut Headline

Absolut Bold is a complementary upper / lower case headline

ABCDEFG abcdefg
font sufficient for inserts and following pages.

Sub-headlines
Absolut Regular / Medium Absolut Bold

When using a sub-headline, it should appear directly above

ABCDEFG abcdefg
or below the headline in Absolut Regular. Medium can be
used as sub-headline for certain backgrounds and sizes if
needed for better visibility and legibility.
Absolut Medium

Body copy

ABCDEFG abcdefg
Absolut Regular

Body copy is always put in Absolut Regular. The

recommended size for Absolut Regular is 9 – 12 pt.
Absolut Regular
To ensure legibility the minimum size is 7.5 pt.

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 Primary assets /Brand fonts

Brand fonts usage rules

Title page Following pages and inserts

Absolut Headline / Absolut Regular / Absolut Medium Absolut Bold / Absolut Medium /Absolur Regular

Headline Headline
Absolut Headline Absolut Bold

Sub-headline Sub-headline
Primarily Absolut Regular.
Secondarily Absolut
Bold Primarily supported by
Absolut Regular in sub-
Regular/Medium
Medium, for certain headlines. Secondarily

HeADLINE
backgrounds and sizes Absolut Medium for
where the legibility of certain backgrounds
Medium
Consectetur adipiscing elit. Sed non tempor eros, Aenean nec pulvinar velit, nec sagittis libero.
sed varius mi. Sed id eleifend tortor, eget rhoncus Phasellus vel blandit nisi. Nullam congue ipsum

Regular /Medium Absolut Regular is limited. orci. Integer hendrerit nibh ipsum, id varius sem
aliquam quis. Maecenas ut lectus pellentesque,
justo egestas nisl sollicitudin. Donec condiment
um tristique leo et congue. and sizes where the
aliquet arcu non, pulvinar elit. Lorem ipsum dolor

Regular legibility is limited.

amet consectetur adipiscing elit. Nulla ullamc
orper fermentum nisl, et euismod orci bibendum
sed. Nunc mattis nibh quis turpis euismod euis
mod. In pellentesque sapien eget felis ultricies,
vel vulputate urna dictum. Vestibulum adipiscing
laoreet nulla, eu pretium elit eleifend vitae. Sed
interdum adipiscing orci sit amet vestibulum.
Phasellus laoreet nibh ac consequat venenatis.
Vivamus fermentum ut ante sed bibendum. Class
aptent taciti sociosqu ad litora torquent per
conubia nostra, per inceptos himenaeos. Nulla
enim non nunc mollis tempus. Aliquam dictum
lorem non auctor.
Absolut Medium can be

Fusce scelerisque pulvinar arcu imperdiet feugiat

erat eget fringilla. Nunc feugiat tortor arcu varius
vel sodales nibh soda les. Pellentesque at cursus
pellentesque lacinia. Integer vel erat nulla. Nul-
lam hendrerit orci mi, at interdum nunc.
Proin sed feugiat urna vitae sodales at ligula.
Nullam ac tristique nisi. Aenean a erat tellus.
used as sub-headlines
Nam quis risus suscipit viverra augue id venen
atis justo. Proin consectetur purus sollicitu din
vulputate. Fusce pretium ligu nec porttitor varius. when a third typography
Aenean condimentum velit quis lacinia.

level is required.
5

Body copy
Absolut Regular

For ATL grids see “Transform today campaign guidelines”. Back to table of contents

34
 Primary assets /Brand fonts

Usage

Absolut Headline vs. logo and sub-headlines Absolut Headline Absolut Medium
General details General details
Absolut Headline should never be smaller than 1.25 times
the logo. For a shorter headline, the differences can be Text Always upper case, centered Text Upper and lower
larger. The logo and headline should never be the same Kerning -10 /optical Kerning 0 /metric
size. The primary sub-headline, centred above or below Word space 100 % Word space 85 %
the Absolut Headline is Absolut Regular. Secondarily Leadings 0.80 % Leadings 1.60 %
sub-headline is Absolut Medium for certain backgrounds

ABC Abc
and sizes where the Regular legibility is limited. The
sub-headline should never exceed 1 /3 of the Absolut
Headline height.

Absolut Bold Absolut Regular

General details General details

Text Upper and lower Text Upper and lower

Kerning 0 /metric Kerning 0 /metric
Regular Word space 85 % Word space 85 %
Leadings 1.40 % Leadings 1.60 %
1.25 A HEADLINE
Regular
Abc Abc Abc
1A

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 Primary assets /Brand fonts

Don’ts

No Absolut Script No full stop after Absolut Headline No Absolut XXX

See writing guidelines on page 6 – 8. See writing guidelines on page 6 – 8.

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SECONDARY ASSETSBackdrop images / Branded pattern / Secondary color palette / Bottle outline / Materials

These amplify the primary design elements and create a complete brand look. They are the crucial complementary elements
that make the brand come to life in a vibrant and engaging way.

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BACKDROP IMAGES
We use a selection of images as backdrop images to our logo (and copy) in executions
outside of brand campaigns. These add dynamism and artistry and link the brand to art, vodka clarity,
the color blue and high-energy occasions with millennials.

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 Secondary assets /Backdrop images

Executions – backdrop images

BIG MESSAGES
ON BACKDROP
NAME / MONTH DAY YEAR

IMAGES
MBI PPT
37

Sub-headline / Sub-title

Presentation Poster Invitation

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 Secondary assets /Backdrop images

Backdrop images

Backdrop images Backdrop images

Logo + Backdrop images = Creative energy
Use images from the backdrop image range, or create backgrounds that are relevant to the planned initiative.
Place typography and branding on image as per instruction in master brand grids on page 15. Legal guideline/usage
rights – see next page.

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 Secondary assets /Backdrop images

Legal guideline for backdrop images

Use these backdrop images in BTL or for internal purposes only.

The backdrop images provided by TAC are only to be used in BTL or for internal purposes,
between the 1st of September 2013 and the 1st of September 2015.

Never use these backdrop images in any bought media.

Never alter, modify or distort the backdrop images. Never use just a part of the backdrop images,
crop according to guidelines on page 43.

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 Secondary assets /Backdrop images

Usage of backdrop images

Usage Scaling and cropping Branding and copy

All backdrop images should always be full bleed. They The backdrop images are scalable, adjust to the width or Always use white branding and copy on backdrop images.
can be used both for landscape and portrait formats. height of the format, centered and then cropped.
The backdrop images can not in any way be distorted or
changed in color, but must be used as provided in Toolbox.

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43
 Secondary assets /Backdrop images

Don’ts

No backdrop images on 3D units No frames No images on backdrop images

Never use backdrop images on three dimensional objects. Always use backdrop images as full bleed. Do not place images on backdrop images.

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44
 SECONDARY
COLOR PALETTE
For an artistic, urban and contemporary look, we always add colors from our secondary
color palette. The total brand colors make the brand stand out and be recognized, as well as emotionally
express the brand – artistic, bold, stylish, and relevant to our target audience. The secondary colors
add emotional warmth and a celebratory air.

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46
 Secondary assets /Secondary color palette

Executions – secondary color palette

Bar Brochure Environment detail

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 Secondary assets /Secondary color palette

Secondary color palette codes and overview

Swedish heritage Pantone 9363 C Pantone 182 C Pantone 9220 C Pantone 557 C Pantone 628 C

colors CMYK 10 / 20 / 0 /0 CMYK 0 / 31 / 8 / 0 CMYK 0 / 10 / 10 / 0 CMYK 44 / 4 / 37 / 10 CMYK 20 / 0 / 7 / 0

RGB 209/ 199 / 217 RGB 250 / 187 / 203 RGB 245 / 224 / 207 RGB 133 / 176 / 154 RGB 184 / 221 / 225

Pop art colors Pantone 7656 C Pantone 214 C Pantone 1655 C Pantone 334 C Pantone 7467 C

CMYK 45 / 90 / 0 / 4 CMYK 0 / 100 / 24 / 4 CMYK 0 / 73 / 98 / 0 CMYK 99 / 0 / 70 / 0 CMYK 97 / 0 / 30 / 0

RGB 142 / 58 / 128 RGB 206 / 15 / 105 RGB 252 / 76 / 2 RGB 0 / 151 / 117 RGB 0 / 163 / 173

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48
 Secondary assets /Secondary color palette

Examples of how to select and combine colors

Brand colors + Secondary color palette

Pop art colors

Swedish heritage colors

Minimum number of secondary colors Maximum number of secondary colors

Use a minimum of one Swedish heritage color and one Pop Use a maximum of three Swedish heritage colors and three
art color together with the brand colors. Pop art colors together with the brand colors.

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 Secondary assets /Secondary color palette

Don’ts

No secondary colors replacing the brand No other colors than colors from the No secondary colors on longlife items
colors secondary color palette

The brand colors must always be present. Never use colors that are not listed in “brand colors” or
“secondary color palette”.

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 MATERIALS
We use a small range of authentic, artistic and contemporary materials, to deliver a
Swedish /Cosmopolitan look and a feel of creative tension that is emotionally engaging. Our materials
are a combination of our Swedish design heritage with a contemporary twist of raw, pale woods,
concrete and natural leather and international modernism with steel, glass and marble. Our edgy,
contemporary materials set us apart from other spirits brands.

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 Secondary assets /Materials

Executions – materials

Concrete and steel Paper Glass, marble and pale woods

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 Secondary assets /Materials

Pale woods Concrete Glass

Light-colored raw finish woods such as birch, Concrete is an urban and creative material. Glass represents and shows vodka clarity.
maple and plywood are closely associated Solid yet malleable, matte or polished, it Sweden has a long glassmaking crafts
with Swedish design. Although they vary in provides unlimited possibilities in terms of tradition. A fundamental element of modernist
price, these different wood types capture a texture and finish. design and architecture, its fragility provides
crafted, natural feeling. creative tension to durable materials such as
steel, marble and concrete.
Textiles Silver
Mirror and reflective
Textiles provide tactile qualities that perfectly Exclusive, pure and shiny by nature, silver
complement the harder, more uniform surfaces provides an eye-catching dynamism to the Like silver and glass, mirrors and other
of other materials. Textiles from raw canvas to more muted natural tones of wood, leather reflective surfaces add premium and clear
fine linen can be used, as long as they appear and concrete. touch that is timelessly stylish. Unlike other
natural and of good quality. materials, they provide an added dimensional
depth that reaches beyond their polished
Leather Marble surface, adding creative energy to a space.

Natural leather links back to our Swedish roots Marble is a classic, yet modern material that
Steel
and feels contemporary. clearly reflects the premium nature of Absolut.
Strong, resistant and raw, steel is a material
that can be used to create tactile sensations.
It can be colored in our brand colors, and its
Acrylic
texture can be either raw and rugged, or soft
Modern and lightweight, acrylic is a highly and smooth.
versatile material. It is available in different
colors and thicknesses and can be opaque
or transparent.

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 Secondary assets /Materials

Alternative logo treatments

For very exclusive applications when stand out of logo is not important the following branding
techniques can be used.

Debossing Embossing Etching

Debossing is an effect that is generally achieved by applying Embossing is a technique used to create raised surfaces in Etching is a technique for creating art on the surface of glass,
pressure to so-called “male and female” dies made of copper paper and other materials. steel and other hard materials.
or brass. The result is a beautiful tactile surface. Another
effective technique is blind embossing without ink.

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 Secondary assets /Materials

Don’ts

Not all artificial, synthetic materials No dark wood No overuse of blue materials
No overuse of blue Never use dark wood, always use light-colored woods such Use Absolut Blue as an accent color, never fill more than
as birch, maple or plywood. The same goes for leather, ours 25–30 % of a material, surface or environment with Absolut
is nude, never dark. Blue.

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BOTTLE OUTLINE
Our iconic bottle outline is consistent, recognizable and treated as an icon. We only use
the bottle outline three-dimensionally in on- and off-trade environments. It always has a second layer
of meaning or content, is shown standing up and is based on the 750 ml shape.

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 Secondary assets /Bottle outline

Execution – bottle outline

3D outline in environment

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 Secondary assets /Bottle outline

Bottle outline

Our most recognized and loved visual asset. In order for our bottle outline to remain iconic
and thereby retain its value, we use it only three-dimensionally in environments. The bottle should be seen
to be filled – with color, light or an attractive view through it. We use one bottle outline at a time,
not as a repeating pattern, as it then loses recognition and icon status. We think about our iconic bottle
outline as something we pay homage to. We play creatively within it, e.g. the bottle outline is fixed
and constant, but the consumer experience of walking or seeing through it should be unexpected and carry
creative meaning. Then the bottle outline can become the entry-point to a transformative experience.

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 Secondary assets /Bottle outline

Don’ts

No bottle outline in print, or part of a bottle No tilted or repeated bottle outlines

outline

Always use bottle outline as a three dimensional installation.

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BRANDED PATTERN
We own surfaces and stand out in cluttered environments with our celebrity wall branded pattern.

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 Secondary assets /Branded pattern

Execution – branded pattern

Celebrity wall

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 Secondary assets /Branded pattern

Branded pattern

Usage Size and placement Cropping

Use the branded pattern as a celebrity wall background,
for photo opportunities or where suitable as external
branding of a temporary brand environment. Use the white
pattern on black or blue.
Always use the pattern in 100 % size, never scale it. Center
the pattern horisontally and vertically to the surface on which
it is placed, center it to the “O” in the logo in the middle of
the pattern.
The pattern is available in 100-percent size, measuring
3100 x 3100 mm. When the pattern is centered, it can be
cropped for the current, smaller format. Always start from
center and make sure the cropping is proportional on
the left and right sides. Remember not to crop the pattern
too tightly: It should always be visually recognizable as
a pattern. Centered cropping and minimum size
1550 x 2000 mm as shown in illustration below.

White

CMYK 0 / 0 / 0 / 0
RGB 255 / 255 / 255

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 Secondary assets /Branded pattern

Repeated branded pattern

How to repeat the branded pattern Horizontally Vertically

If needed, the pattern can be repeated, proportionally on The top and bottom of the logos and the dots should be
all sides. aligned both horizontally and vertically. See illustrations
below and to the right.

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 Secondary assets /Branded pattern

Don’ts

No pattern at an angle and /or with different No usage of pattern as decorative element or No frame
colored logos creative content Always use the pattern full bleed.

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ABSOLUT VODKA
This chapter describes how to activate Absolut Vodka within the Master Brand Identity Guidelines.

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 Product design guidelines /Absolut Vodka

Executions – Off-trade

These executions show how to brand a number of key units below the line in off-trade. The Absolut Vodka
product three line logo is used only to brand the bottle, the shipper case and gift packs. The Absolut logo is
used to brand everything else, on this page; secondary floor display, pallet wrap and shelf strips.The case
card is branded with the lock-up logo, in line with guidelines for Transform Today.

Secondary floor display/Case Pallet wrap/Shipper case Shelf strip Gift pack
card

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 Product design guidelines /Absolut Vodka

Executions – On-trade

These executions show how to brand a number of key units below the line in on-trade/events.
The Absolut logo is used to brand glassware, invitations, cocktail menus and event posters. Drink names
are the only exception where including Absolut in the name is allowed, see page 6 for writing rules.

Absolut Vodka
invites you to celebrate the night.

Absolut espresso martini

Absolut Vodka, Espresso Coffee
& Syrup

Absolut Seabreeze
night
DRINKS
Absolut Vodka, Cranberry Juice
Grapefruit Juice & Lime

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Absolut tonic Proin elementum tellus enim ut condimentum vitae.
Absolut Vodka, Tonic Water Nunc molestie lacus vel est condimentum sit amet aliquet turpis
molestie. Integer consequat tincidunt pellentesque.
& Lime

Glassware Event invitation Cocktail menu Event poster

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 Product design guidelines /Absolut Vodka

Executions – ATL

These executions show how to brand above the line communication for Absolut Vodka. The lock-up logo
with the Transform Today line is used to brand all Transform Today communication, except when Transform
Today is used as a headline.

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 Product design guidelines /Absolut Vodka

Writing rules – illustrated on an event invitation

Product name Branding of envelope

Write the product name in Brand the envelope with the
Absolut Regular or Medium logo. Ensure that there is
with a capital A in Absolut sufficient clear space around
and a capital V in Vodka. the logo as per instructions
See writing rules on page 6. on page 14. Optimize the
placement of the logo for
Name of event
the specific format of the
The name of the event is the
envelope.
key message and is set in
Absolut Headline. See writing
rules on page 6.

Details
Write the details of the event
in Absolut Regular or if needed
for sufficient legibility, in
Absolut Medium.

Branding of invitation
Use the white logo on full bleed
images. Follow instructions on
size and placement on page 15.

Link: Always use original art-work from the toolbox and make sure you have the correct version and format. Back to table of contents

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 Product design guidelines /Absolut Vodka

Overview logo usage

Logo Product logo Don’ts

Use the logo to brand all material created for Absolut Vodka, Use the product logo to brand gift packs. Never use a one lined product logo or three line product logo
except for gift packs. in other colors.

Pantone 286 C
CMYK 100 / 70 / 0 / 5 absolut vodka
RGB 0 / 51 / 160
Used on light backgrounds.

White
Used on dark absolut vodka
backgrounds.

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 Product design guidelines /Absolut Vodka

Don’ts

No branding with product logo. No branding with one line product logos. No Absolut logo to brand gift packs.
Also no usage of a cocktail name as a
branding device.

absolut vodka

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 FlavorS
This chapter describes how to activate Absolut Flavors within the Master Brand Identity Guidelines.

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 Product design guidelines / Flavors

Executions – Off-trade

These executions show how to brand a number of key units below the line in off-trade. The Absolut Apeach product three line
logo is used only to brand the product, the shipper case and gift packs. The Absolut logo is used to brand everything else, on this
page, secondary floor display and shelf strips. The case card is branded with the lock-up logo, in line with guidelines for flavor
key visuals. See Absolut_BTL_TOOLKIT_FLAVORS.pdf for further guidelines.

Secondary floor display/Case Pallet wrap/Shipper case Shelf strip Neck hanger Gift pack
card

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 Product design guidelines / Flavors

Executions – On-trade

These executions show how to brand a number of key units below the line in on-trade/events.
The Absolut logo is used to brand glassware, invitations, cocktail menus and event posters. Drink names
are the only exception where including Absolut in the name is allowed, see page 6 for writing rules.

Absolut Apeach
invites you to celebrate the spring.

Absolut apeach toni

Absolut Apeach, Grenadine
Tonic Water & Lime

Absolut Apea
Absolut apeach mango
SPRING
DRINKS
invites you to ch
celebrate the
night. Absolut Apeach, Mango
& Sugar

SPRING DRINKS Absolut apeach squeeze

Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Proin elementum tellus enim ut condimentum vitae.
Lorem ipsum dol
or sit amet, con
sectetur adipisc
Absolut Apeach, Lemonade Nunc molestie lacus vel est condimentum sit amet aliquet turpis
Proin elementu ing elit.
m tellus enim ut molestie. Integer consequat tincidunt pellentesque.
condimentum
vitae. & Lemon

Glassware Event invitation Cocktail menu Event poster

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 Product design guidelines / Flavors

Executions – BTL

These executions show how to brand below the line communication for Flavors. The lock-up logo
with the Transform Today line is used to brand all flavor key visuals.

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 Product design guidelines / Flavors

Writing rules – illustrated on an event invitation

Product name Branding of envelope

Write the product name in Brand the envelope with
Absolut Regular or Medium the logo. Ensure that there
with a capital A in Absolut is sufficient clear space
Absolut Apeach and a capital A in Apeach. around the logo as per
invites you to celebrate the spring. See writing rules on page 6. instructions on page 14.
Optimize the placement
Name of event

spring drinks
of the logo for the specific
The name of the event is the
format of the envelope.
key message and is set in
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Absolut Headline. See writing
Proin elementum tellus enim ut condimentum vitae.
rules on page 6.

Details
Write the details of the event
in Absolut Regular or if needed
for sufficient legibility, in
Absolut Medium.

Branding of invitation
Use the white logo on full bleed
images. Follow instructions on
size and placement on page 15.

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 Product design guidelines / Flavors

Overview logo usage

Logo Product logo Don’ts

Use the logo to brand all material created for Absolut Flavors, Use the product logo to brand gift packs. Never use one line product logos. Never change the color of
except for gift packs. the product logos.
Classic flavors

Pantone 107 C
CMYK 0 / 0 / 92 / 0 absolut APEACH
RGB 251 /225 /34
Used on light backgrounds.

White
Used on dark absolut CITRON
backgrounds.

Contemporary flavors

Pantone 1625 C
CMYK 0 / 41 / 42 / 0
RGB 0 /51 / 160
Can be used on both light
and dark backgrounds.

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 Product design guidelines / Flavors

Overview flavor product logos and colors

Only use the product logos for gift packs. Always print from PMS (Pantone) when possible to ensure
the best possible color.

Classic flavors

Pantone 186 C Pantone 165 C Pantone 526 C Pantone 107 C

CMYK 2 / 100 / 85 /6 CMYK 0 / 70 / 100 / 0 CMYK 73 / 100 / 0 / 0 CMYK 0 / 0 / 92 / 0
RGB 200 / 16 /46 RGB 255 / 103 / 31 RGB 112 / 47 / 138 RGB 251 / 225 / 34

Contemporary flavors

Pantone 726 C Pantone 583 C Pantone 1625 C Pantone 1925 C

CMYK 1 / 15 / 26 / 3 CMYK 26 / 1 / 100 / 10 CMYK 0 / 41 / 42 / 0 CMYK 0 / 97 / 50 / 0
RGB 224 / 192 / 159 RGB 183 / 191 / 16 RGB 0 / 51 / 160 RGB 224 / 0 / 77

Pantone 178 C Pantone 359 C Pantone 7549 C Pantone 2577 C

CMYK 0 / 70 / 58 /0 CMYK 40 / 0 / 50 / 0 CMYK 0 / 22 / 100 / 2 CMYK 40 / 54 / 0 / 0
RGB 255 / 88 / 93 RGB 161 / 216 / 132 RGB 255 / 181 / 0 RGB 167 / 123 / 202

Pantone 1788 C Pantone 5635 C Pantone 676 C Pantone 363 C

CMYK 0 / 88 / 82 / 0 CMYK 34 / 10 / 33 / 20 CMYK 9 / 100 / 14 / 33 CMYK 76 / 3 / 100 / 18
RGB 238 / 39 / 55 RGB 148 / 165 / 150 RGB 150 / 0 / 81 RGB 76 / 140 / 43

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 Product design guidelines / Flavors

Don’ts

No branding with product logo. No branding with one line product logos. No branding of gift packs with logo, use the
Also no usage of a cocktail name as a three line product logo to brand gift packs.
branding device. Never use decor from bottle outside of the
bottle.

absolut APEACH

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 Contact
For information, contact your local Brand Development representative

Source
Global Brand Director Absolut, Mathias Westphal
Global Director Design Strategy Absolut, Anna Kamjou