Edition 1, July 2008Revision 4, January 2009ABSOLUT GUIDELINEsGlobal brand designGLOBAL BRAND GUIDELINES – 3Source: Global Brand Director ABSOLUT, Anna Malmhakeanna.malmhake@absolut.seGLOBAL BRAND GUIDELINES – 5INTRODUCTIONDesign is the tangible representation of the ABSOLUT brand, which consumers experience with all their senses. Design of ABSOLUT brand touchpoints, including marketing communications, retail and products, is something that broadcasts our brand 24 hours per day, 7 days per week, 365 days per year. Using design strategically, we are able to create a strong, lasting emotional connection with the ABSOLUT brand, and a consistent, unique brand experience across the globe, a key to achieving our brand vision: "To be the No 1 premium spirit in the world by being the leading creative visionary brand.” This is what our design strategy aims to deliver against, by enabling every design execution of the ABSOLUT brand to bring to life the contrast between our contem-porary premium quality and our creative personality.�ow to delive� � consisten� an� attractiv� bran�GLOBAL BRAND GUIDELINES – 7These guidelines will help you to deliver a clear, consistent and attractive brand in all our channels and on all our markets. It will also help you to maximize one of our greatest assets; our design.There are two purposes to this guideline.The first is to communicate our brand essence through design. To achieve this we have not added anything new, no new patterns, no change of typefaces or outer graphic tricks and treatments.Instead, we have sought out the essence of our visual DNA and clarified it so it can be used consistently.The classic outline of our bottle is the same, the medallion, our logotype, unmatched combinationof our unique script and the bold typography inour logotype. Even the cap that has a unique designand sets us apart and ahead from the competitorsis the same. The combination of these design elements is what makes a unique, balanced and attractive whole, and helps us deliver a creative and consistent brand experience.GLOBAL BRAND GUIDELINES – 9OUR DESIGN STRATEGY�h� � contras� concep� Our design strategy is based on the idea of contrast. The contrast between contemporary premium quality and creative personality. There is contrast in all creative expressions; contrast gives vitality – andvitality and energy gives; creativity, boldness, makesit engaging and sometimes even stylish.You see this within every creative field. You can hear it in the contrast between the sweet “Obladi Oblada”by Paul McCartney and the saltier “say you want a revolution” by John Lennon in the Beatles. Taste it in the cooking of chef Nobu Matsuhisa, when he merges the simple elegance of the Japanese kitchen with the spices from Peru and Argentina to the finest dining on the globe.GLOBAL BRAND GUIDELINES – 11 We have developed tw...
