Guidelines – September 2012Confidential – For internal use onlyChivas Regal 25 Guidelines © September 2012Confidential – For internal use onlyChivas Regal 25 Guidelines2IntroductionBefore you startThe brandWithin 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 2012Confidential – For internal use onlyChivas Regal 25 Guidelines3ContentsThe Chivas Regal 25 Story 5–6NYC Fascination 8Brand AssetsOverview 10Marque 11–12Stamp 13–14Typeface 15–16Colour 17–18Property 19–23Layout 24–25Off-TradeDuty-free 27–33Fine store 34On-TradeGlorifier 36–39Ice bucket & tray 40Red Carpet Event GuidelinesMedia wall 42Environment 43–44Architecture 45–48Uniform 49Furniture 50Lighting 51Print 52–54Dinner set 55–58Merchandising GuidelinesTechnological accessories 60–61Travel accessories 62Personal accessories 63–65Fashion accessories 66–68ContactUseful names and numbers 70The Chivas Regal 25 StoryIn 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 world’s 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 wasn’t 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 RebornNYC 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 p...
