BRAND WORLD

JULY 2018

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 From 300 recipes came one.
Tanqueray is an experience crafted complete.
MANIFESTO Four botanicals. Confident. Creative. Constant.
No more, no less.

This is gin bold, balanced, crafted.

It’s beauty and a bottle to match.
Made for the moment.
For silhouettes. Swagger. Delight. Detail.
This effortless, enduring taste sets us apart.

We believe in uniting like-minds.

Those who Tanqueray to dare, to dance, to invite possibility –
who trust in the thrill from a particular gleam of green.
Glamorous, meaningful – the definitive spirit in cocktails and
travelling conversations, late afternoons
turning into nights taking flight.

We live for the kick of moments shared -

the spark, the tingle, the buzz. But above all else, we love that
with every last drop, we’ll be remembered for being there,
for creating an experience that endures long after the last sip.

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 BRAND ROOTS

We’ve been here since the beginning,

Bloomsbury-born, at the heart of the explosive London gin scene.

When Charles Tanqueray first pursued the definitive London

Dry gin, he experimented with some 300 recipes to arrive at one.
The one.

His vision has become legacy and Tanqueray has been

at the heart of the best parties ever since.

From Tanqueray No. Ten, to our blossoming family of gins,

everything we do today lives up to Charles’ founding vision,
driving us with the momentum and inimitable spirit that first
ignited Tanqueray over 180 years ago.

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 CREATIV E ROOTS

BIRTH OF OUR
BOTTLE - 1948
The creation of our bottle - the iconic cocktail shaker -
was a defining moment for Tanqueray. It elevated the gin
experience to the extraordinary gin it was meant to be.

Style and aspiration of course, but also, this bottle was

an opportunity to be distinct from others, and shape the story
we wanted to share with the world.

And not only do we think Charles would be proud,

but we believe it does his vision justice.

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 P E RS ON A L I T Y

S U BS TA NCE In a world of fleeting fancy, only what matters endures.

We’re made of the real stuff, the person you remember
not for what they said, but what they did. We don’t buy
into in luck or last-minute; we’ve earned our reputation
and we’re all the better for it.

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 P E RS ON A L I T Y

CHARISMA
You don’t forget true character.
To everything we do we bring the perfect measure
of charm, and add just a dash of mischief. We have
presence – not loud or excessive – but it never fails
to leave an impression. We’ll make sure it’s the kind
of party you want to stay for.

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 P E RS ON A L I T Y

STYLE
O u r s t y l e i s t r u l y t i m e l e s s . I n s p i re d b y t h e c l a s s i c s b u t
w i t h o u r o w n d i s t i n c t i ve t a ke , w e ’ re a b o u t b o l d l y l e a d i n g
t h e w a y , n o t fo l l o w i n g t h e p a c k . We e m b r a c e g l a m o u r
b u t d o n ’ t m i s t a ke i t fo r v a n i t y – i t ’ s o u r a f f i n i t y fo r
s o p h i s t i c a t i o n t h a t m a ke s u s t u r n h e a d s w h e reve r w e g o .

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 DESIGN IDEA

A MODERN REINTERPRETATION
OF POST-WAR GLAMOUR

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 DESIGN IDEA

A BRAND WITH CLEAR ROOTS MADE RELE VANT

F OR T O D A Y . N E V E R A T H E ME OR A P A S T I C H E .

A MODERN REINTERPRETATION
OF POST-WAR GLAMOUR

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 DESIGN IDEA

A MODERN REINTERPRETATION
OF POST-WAR GLAMOUR
A N AG E O F R E N E W E D O P T I M I S M ,
E N C A P S U L A T E D I N O UR C L A S S I C BO T T L E A N D
I T S I N V I T A T I ON T O T H E E X T R AOR D I N A R Y .

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 DESIGN IDEA

A MODERN REINTERPRETATION
OF POST-WAR GLAMOUR
E MBO D Y I N G A N A T T I T U D E O F D A R I N G B E A U T Y .
E S C A P I N G T O E V O C A T I V E S O P H I S T I C A T I ON .

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 A MODERN
REINTERPRETATION
OF POST-WAR
GLAMOUR
SUBSTANCE
CHARISMA
STYLE

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OWN GREEN
DESIGN PRINCIPLE Nº1

P R O U D L Y M A K I N G O UR M A R K
T H R O U G H BO L D US E O F C O L O UR
US I N G T H E W H O L E S P E C T RU M O F G R E E NS
TO CREATE RICHNESS AND DEPTH
C R E A T I N G C ON T R A S T A N D I M P A C T
T H R O U G H P UN C H Y P O P S O F R E D

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DOING MORE
DESIGN PRINCIPLE Nº2

D E P T H O F G R E E NS
C ONS I D E R E D A N D E F F OR T L E S S C O MB I N A T I ONS
NE V ER FLAT - ALWAYS WITH SUBSTANCE

WITH LESS
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 DESIGN PRINCIPLE Nº3

CRAFT IS
BEAUTY
DARING IS IN THE DETAILS
C UR A T E D A N D UN D E RS T A T E D
A D D I N G E L E G A N C E T H R O U G H F I N I SH E S ,
E MBO S S I N G A N D T A C T I L I T Y

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 KBAS
DESIGN COLOUR
PHOTOGRAPHY
CODES MATERIALS
ENVIRONMENTS
This section covers how we use our design
codes to create a bold, crafted brand
SHAPE & FORM
world that captures the substance and
style Tanqueray is known for. ELEVATING T10
CORE VARIANTS

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 SEAL & WORD MARK

COLOURS

KBAS

OUR KEY
BRAND ASSETS LONDON DRY BOTTLE

H E R O I N G O UR K B A S T O H E L P US BO L D L Y
OWN GREEN WITH A HINT OF RED

B E I N G UN I Q U E A N D D I S T I N C T
W I T H I N T H E C A T E G OR Y

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 DESIGN PRINCIPLES

The following design assets are tools to bring our design principles to life.

Nº1 Nº2 Nº3

O
OWWN N DOING MORE CRAFT IS
G
GRREEEEN
N WITH LESS BEAUTY

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HOW WE OWN COLOUR

GREEN WITH
POPS OF RED
BUILDING OUR BRAND COLOUR
WITH HOT SPOTS OF RED

SIMPLE RULES:
Green should be the majority colour over red (80/20).
Red detail can be added through styling and accessories.

DEPTH
OF GREENS
VARIETY OF TEXTURES AND MATERIALS WILL GIVE
OUR GREENS DEPTH AND ALLURE

SIMPLE RULES:
Never have flat/block colours.
Green should always be textured and real.
Use greens that represent the correct Tanqueray variant.

THE IMPORTANCE
OF SILVER & LIGHT
SILVERS AND WHITE ALLOW OUR GREEN
AND RED TO TAKE CENTRE STAGE AND ADDS GLAMOUR

SIMPLE RULES:
Silver and light add refreshment and depth.
Mirror can be used to add light and reflection to a space.

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OUR PHOTOGRAPHY STYLE

PRODUCT
PHOTOGRAPHY
CONFIDENTLY CELEBRATES OUR PASSION,
CRAFT AND ICONIC BOTTLES

SIMPLE RULES:
Heroing our iconic bottles - no more, no less.
Do not over style the shot.
Use colour to capture our brand world.
Use light and striking compositions that create intrigue.

SERVE
PHOTOGRAPHY
CRAFT AS BEAUTY - HERO CRAFT OF FRESHLY MADE DRINKS

SIMPLE RULES:
Always try and capture the presence of people.
The drink should where possible be served to you.
When using people give them context – no floating hands.
Keep it free and light, nothing overly staged or fake.

PROPS

DELIVERING FLAVOUR/TASTE AND BRAND COLOUR

SIMPLE RULES:
Use props to enhance/deliver taste and flavour (fresh fruit/leaves etc).
Must not feel overly staged (looks as though it has just been made).
Props can add drama and excitement - less is more.
Show the craft and attention to detail that goes into making the drink
through use of props.

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OUR PHOTOGRAPHY STYLE

PEOPLE
PHOTOGRAPHY
RELAXED AND CONFIDENT

SIMPLE RULES:
Always try and capture the people relaxed and unstaged.
Smart and sophisticated but NOT stuffy.
People should evoke attitude and/or allure.
Pops of green where appropriate.

OCCASION
PHOTOGRAPHY
AN OCCASION ALWAYS MEANS MORE
IN GOOD COMPANY

SIMPLE RULES:
Always try to capture more than two people.
Keep the interaction natural as if WE are part of the conversation.
Try to avoid people looking directly at the camera.
Hints of green and red in the image.

BLACK & WHITE

PHOTOGRAPHY
CREATING AN OWNABLE TANQUERAY STYLE

SIMPLE RULES:
Contrast between the light and dark to add depth.
High contrast daytime lighting for dramatic photos.
Bold and confident framing/cropping.

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ENVIRONMENTS & FINISHES

MATERIALS
& TEXTURES
We want to capture the warmth and
effortless style that embodies Tanqueray
and the people who drink it.

Materials with depth, tactility and

a pleasing element of surprise, that also
reflect our bottle.

SHAPE
& FORM
Shape and form build from elegance
and proportion, substance and style.
Confident shapes with rounded edges.

VELVET

SPACE &
ENVIRONMENTS
Lived-in spaces elevated through magnetic
pieces, which embody glamour.

Plush fabrics and warm lighting juxtaposed

against imperfect backdrops.

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45 46
 DESIGN CODES

Design Bridge © 2016

ELE VATING
TANQUERAY NO TEN

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MATERIALS
& TEXTURES
We want to capture the elegance and
beauty found in our bottle.

Curated, confident and considered

materials.

SHAPE
& FORM
Shape and form to elevate our drinking
experience.
Confident shapes with facet edges.

SPACE &
ENVIRONMENTS
Design Bridge © 2016
Sophisticated, glamorous and fresh
environments that reflect the style of the
Tanqueray No.10 bottle.

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 THE NOISE OF THE CATEGORY THE MARK OF A LEADER
More is more. Embellished and exaggerated. Doing more with less. Curated and understated.

D E F I N I N G G I N S I N CE 1 830

D E F I N I N G G I N S I N CE 1 830

D E F I N I N G G I N S I N CE 1 830
L O N D O N D RY D E F I N I N G G I N S I N CE 1 830 DEFINING GIN DEFINING GIN
S I N C E 1 830 S I N C E 1 830 D E F I N I N G G I N S I N CE 1 830

DEFINING GIN

D E F I N I N G G I N S I N CE 1 830
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 THE MARK OF A LEADER THE MARK OF A LEADER
Doing more with less. Curated and understated. Being proud and consistent.

BRANDING

Always ensure correct lock up is used and is prominent with a clear

hierarchy. The brand is the heart of the communication.

ILLUSTRATION STYLE

D E F I N I N G G I N S I N CE 1 830 Illustration should mirror our brand world – clean, considered and
clever where possible.

COLOUR

Hero green, ensuring colours are always premium and tasteful.

TYPOGRAPHY
D E F I N I N G G I N S I N CE 1 830
DEFINING GIN DEFINING GIN
S I N C E 1 830 S I N C E 1 830 D E F I N I N G G I N S I N CE 1 830 Should be purposeful as per the guidelines – avoid unnecessary
clutter and drop shadows.

DETAILING

D E F I N I N G G I N S I N CE 1Patterns
830 and embossing should be in keeping with brand world –
storytelling should always reinforce our design idea of Post War Glamour.

Above all, simplicity rules.

D E F I N I N G G I N S I N CE 1 830

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 TO MAKE
IT TAKES TASTE
EFFORT EFFORTLESS

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 BRAND & PACK PROVENANCE & STORY INSPIRATION & DETAIL

DESIGN CODES

INTRODUCING
CORE VARIANTS

BRAND & PACK • PROVENANCE & STORY •

INSPIRATION & DETAIL

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DESIGN KBA OVERVIEW
WORD MARK & SEAL
ASSETS COLOUR
LONDON DRY
Constant use of KBAs and design
assets will allow us to create a modern
DESIGN ASSETS
exciting brand world that drives
authenticity and style.
T10 DESIGN ASSETS

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 SEAL & WORD MARK

COLOURS

KBAS

OUR KEY
BRAND ASSETS LONDON DRY BOTTLE

The iconic assets we use to make our

brand distinctive, memorable and loved
around the world.

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 KBAS KBAS

WORD MARK & SEAL WORD MARK & SEAL

LOCK-UP WORD MARK AND SEAL

D E F I N I N G G I N S I N CE 1 830

When using the lock-up the word mark

and the seal must remain unchanged
in size and position.
D E F I N I N G G I N S I N CE 1 830
DEFIN

L O N D O N DDRY
E FD
I NEIFNI G
NIN
G GI NG I N SDI NECE
F I N1 I830
NG GIN DEFINING GIN
S ID
N CEEF1 830
INING G I N S I N CE 1 830
DEFINING GIN
S I N C E 1 830 S I N C E 1 830 S I N C E 1 830
The word mark and seal can be
seperated when maximum impact is
needed for the word mark.
NOTE: the seal should never feel
CLEAR SPACE AND MINIMUM SIZE as though it is floating.
L O N D O N D RY D E F I N I N G G I N S I N CE 1 830 DEFINI
SINCE
D E F I N I N G G I N S I N CE 1 830
CLEAR SPACE:
When using the word mark and seal INCORRECT USAGE
consider the clear space area needed
to aide stand out and legibility.

The letter ‘a’ within Tanqueray has

been used as a consistent clear space
measure. The clear space area applies
to graphics and text only;
TANQUERAY
HEADLINE
OUR
a background image or pattern
does not need an exclusion zone. & COPY
SHAY OLA
FOUNDER OF REBEL DINNING SOCIETY
BRAND
MINIMUM SIZE:
The Tanqueray lock-up should
never be used below XXmm in width.

The minimum size shown here is for XXmm WIP

guidance purposes only. Some printing
Never have a floating seal. Never use more than one seal. Don’t separate the word mark
processes and constraints may not
and seal & never place the seal
allow the logo to be reproduced
below the word mark.
adequately at this size. Always run a
print test prior to final production.

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 KBAS KBAS

ALL MARKET SPECIFIC MARKET

WORD MARK & SEAL WORD MARK & SEAL
EXPORT STRENGTH
Use the below word mark and seal forEall
X markets.
PORT QUALITY Only use below word mark and seal when needing to call out Gin.

IMPORTED
IMPORTED

IMPORTED
IMPORTED

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 KBAS C O L O UR

CORE BRAND COLOURS DEPTH OF COLOUR

Greens inspired by our bottles and timeless style, When representing out core brand colours they should
freshness injected through silvers and white. NEVER be flat. The materials used should deliver
Accentuated by intriguing pops of red. substance and premium cues

COLOUR PALETTE

Seal red
Pantone 1935U
Pantone 1935C
C0 M100 Y59 K8
R174 G24 B65

DEFINING GI
White

Black
London green Royal green
Pantone 362U Pantone 3435U
Pantone 7741C Pantone 3435C Heritage Silver

C76 M4 Y100 K21 C93 M24 Y85 K68 Pantone 8400c

R21 G71 B52
R68 G136 B62 CMYK
RGB

COLOUR PROPORTIONS AUTHENTIC • VIBRANT • DISTINCTIVE

L O N D O N D RY D E F I

London dry focuses on our London dry green and

royal green accompanied by a pop of red.

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 L ON D ON D R Y D E S I G N S T Y L E

SILHOUETTE DESIGN STYLE

A bold and confident graphic approach, heroing our iconic bottle structure. A simple robust
design style (doing more with more) owning green with a pop of red.

D E F I N I N G G I N S I N CE 1 830

D E F I N I N G G I N S I N CE 1 830

D E F I N I N G G I N S I N CE 1 830
D E F I N I N G G I N S I N CE 1 830

L O N D O N D RY D E F I N I N G G I N S I N CE 1 830 DEFINING GIN DEFINING GIN

L O N D O N D RY D E F I N I N G G I N S I N CE 1 830
S I N C E 1
DEFINING GIN
830 S I N C E 1 830
DEFINING GIN
69 S I N C E 1 830 S I N C E 1 830
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 L ON D ON D R Y D E S I G N S T Y L E

PHOTOGRAPHIC DESIGN STYLE

A bold and confident bottle photography heroing our iconic bottle.

Stripping out all of the unneeded clutter to leave a simple design style (doing more with less)
with a confident brand mark and serve.

D E F I N I N G G I N S I N CE 1 830

DEFINING GIN DEFINING GIN

DEFINING GIN DEFINING GIN
S I N C E 1S
830
I N C E 1S I N C E 1S
830 830
I N C E 1 830

D E F I N I N G G I N S I N CE 1 830

D E F I N I NDGE FGIINNI NSGI NGCE

I N1 830
S I N CE 1 830 D E F I N I N G G I N S I N CE 1 830

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 L ON D ON D R Y D E S I G N A S S E T S L ON D ON D R Y D E S I G N A S S E T S

BORDERS LONDON DRY TYPEFACE

ABCDEFGHI
WHITE BORDER The typeface used on all of our
Frame around copy should always posters is ‘Tanqueray’ set in

D E F I N I N G G I N S I N CE 1 83
be in white allowing stand out of CAPS and tracking to ‘150’

JKLMNOPQR
headline. It should always be 1/2 the
thickness of the outer green border
and compliment the thickness

S T U V W XYZ
of the copy

GREEN BORDER

0123456789
x
Stroke thickness should should be
2x
2x the thickness of the white border

WORD MARK
THE DEFINING GIN SINCE 1830
Word mark should never be
cropped off the page but
should fit comfortably within % GREEN
the format.

R AO R D I N A RYTheG word
I N Smark
I N CEshould
1 830always sit E XTR AO R D I N A RY G I N S I N CE 1 830 London dry focuses on our London dry
in white unless... green and royal green accompanied
WHITE GREEN WHITE
by a pop of red.
When using the word mark
London Dry green is always used
over an image, the colours
as the border colour while the darker
should always follow
green offsets and aids stand out
WHITE - GREEN - WHITE
of the bottle and logo

L O N D O N D RY D E F I N I N G G I N S I N CE 1 83
to ensure legibility.

LONDON DRY GIN

E XT R A O R D I N A RY S I N C E 1 8 3 0
A flexible system allows for LONDON
DRY GIN to be added depending on
the market. It can either sit inside
a box with the Silhouette design
route or is placed on the bottle in the
photographic route
E XT R A O R D I N A RY S I N C E 1 8 3 0

DEFINING GIN DEFINING GIN

73
D E F I N I N G G I N S I N CE 1 83
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 T E X T UR E D B A C K G R O UN D S T E X T UR E D B A C K G R O UN D S

SCALE VARIANT TEXTURES

Textures should always be used at There are a range of textures that

a small scale, avoid blowing up the have been created for each variant.
textures as this will cause blurring or
heavy pixelation.

It should represent a subtle paper

texture in the background and should DO D ON ’ T LONDON DRY LONDON DRY
NEVER fight or distract from the bottle CORE SECONDARY

TILING

Tiling can be used when trying

to achieve the right size texture
for a larger format.
MALACCA RANGPUR SEVILLA
All of our background textures
have been made so that they
will tile together.

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 S E C ON D A R Y T Y P E F A C E

CHARLES TYPOGRAPHY
Our brand typeface brings a level WHEN USING THE BRAND TYPEFACE TITLES AND SHORT STATEMENTS
of sophistication and style. MUST BE CREATED USING UPPERCASE LETTER FORMS.
Named after Charles, with Charles in mind. All body copy must use sentence case.

CHARLES USING TYPOGRAPHY

LIGHT
HEADLINES SHOULD USE CHARLES LIGHT
TANQUERAY
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
HEADLINE LEADING

0123456789!?(%)£$ HEADLINE TRACKING

REGULAR
SUBHEADLINE SHOULD BE IN CHARLES REGULAR
TANQUERAY Body copy should use charles light
ABCDEFGHIJKLMNOPQRSTUVWXYZ sequo mo millacitatem que dolor accum
quati ut aliquam adit aspidem hit autatem. Otaestia
abcdefghijklmnopqrstuvwxyz venimpos a illam volupiendae eatustios et excea im
quae volore es ea diam que el molor alit estruntem qui
0123456789!?(%)£$ dessererum voloria ntoraesto et veliam, simus.
Ihillen dipsandis quo tem nim ut periorro cupiet
moluptatis expel istotae pe volut volenime nosti
BOLD audi doluptae diam sapidit aritatium illorrum
fugia cum reicia quid ma velis ercip que volupoenda.
TANQUERAY
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Please note:
0123456789!?(%)£$ The leading and tracking should be wide and generous.
(ONLY USED FOR SMALL MARK UPS) This spacious leading should be replicated across all touchpoints.

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 BRAND WORLD

FOR INTERNAL
USE ONLY

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