Brand

Manual

Campari Academy - Brand Principles Manual - Release Version 1.0

INDEX

BASIC ELEMENT SUGGESTION

FIRST SECTION FOURTH SECTION 01.02 Environment
LOGOTYPE & BRANDLINE STATIONERY 01.03 Environment
01.04 Environment
01.01 Logotype version 1 04.01 Envelope
01.05 Truck
01.02 Logotype version 2 04.02 Folder
01.06 Truck
01.03 Logotype improper applications 04.03 Letterhead A4
01.07 Look and feel
01.04 Primary and secondary logotype alignment rules 04.05 Envelope
01.08 Look and feel
01.05 Secondary logotype horizontal alignment 04.06 Invitation A5
01.09 Look and feel
01.06 Logotype color version 04.07 Mail - invitation
01.10 Look and feel
01.07 Logotype monochrome version 04.08 Certificate
01.1 1 Merchandising
01.08 Logotype permutations 04.09 PPT Slide example
01.12 Merchandising
01.09 Simple permutations 04.10 PPT Slide example
01.13 Overview
01.10 Advanced permutations 04 .11 PPT Slide example
01.11 Complex permutations 04.12 Print specification
04.13 Print specification
SECOND SECTION 04.14 Print specification
COLOR PALETTE 04.15 Print specification
02.01 Color palette
FIFTH SECTION
DIGITAL
THIRD SECTION
TYPOGRAPHY 05.01 Web homepage & app icon
05.02 Instagram
03.02 Bespoke typography campari bold
05.03 Facebook
03.03 Bespoke typography campari bold
03.04 GT eesti light typography
03.05 GT eesti medium typography
03.06 Arial mt std system typeface
03.07 Combination of typographies

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INTRO

The CAMPARI academy

BRAND MANUAL

of our
brand communication
materials.
The following pages illustrate the unique corporate identity of the brand, and show how its consistent use will help to build
Campari Academy’s equity.
The brand manual/document is only an internal tool. Please confirm with your local legal department before using the content
of the brand manual/document in any external communications for the clients/consumers/public.

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 BASIC ELEMENT
BASIC ELEMENT
BASIC ELEMENT
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FIRST SECTION

LOGOTYPE
& BRANDLINE

simple
permutations

01
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01.01 LOGOTYPE The Campari Academy logotype is designed in Campari Bold Typeface. The primary
VERSION 1 lockup is structured on two lines with a central alignment. The exclusion zone of the
logotype is equal to the height of the “A”. The logotype’s minimum width is 15mm.

X X

X/5

Minimum Size

15 mm

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01.02 LOGOTYPE The secondary lockup is structured on a single line. The exclusion zone of the
VERSION 2 logotype is equal to the height of the “A”. The logotype’s minimum height is 5mm.

X X

Minimum Size
5 mm

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01.03 LOGOTYPE
improper applications

Do not use a color different from the ones

Do not use any gradient effect. Do not use the logotype in a different Do not arbitrarily rotate the logotype.
specified in the manual.
typeface.

Do not stretch or arbitrarily deform the Do not add any shadow effect to the Do not add any 3D effect to the logotype. Do not use any logotype permutation in
logotype. logotype. place the logotype itself.

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01.04 PRIMARY and secondary The primary logotype can be applied on the top edge, to the middle of the page or
LOGOTYPE alignment rules on the bottom, always aligned at the center. The secondary logotype can be applied
to the top edge of the page, aligned center or left.

In the top

In the top

In the center

On the bottom

On the bottom

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01.05 SECONDARY LOGOTYPE The secondary logotype on a horizontal format must be applied ethier to the top
HORIZONTAL alignment edge of the page, aligned center; or to the bottom edge of the page, aligned left.

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01.06 LOGOTYPE The logotype in the positive and negative color version.
COLOR VERSION

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01.07 LOGOTYPE The logotype in the positive and negative monochrome version.
MONOCHROME VERSION

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01.08 LOGOTYPE
permutations

The logotype permutations make the key visual of the

Campari Academy. They are all generated through the
use of a 3D software and have been classified into
three different sets: Simple, Advanced and Complex.

They act as the fluid, animated version of the logotype.

This treatment helps to support the concept of an
identity that mimes a laboratory space as the dynamic
Simple
environment of the Campari Academy.

They all can be used on any touch point, choosing from

a more simple visual up to a high level of deformation
and interaction with the glass tools. In any case, for a
proper application, please, follow the guideline and the
application suggestions in the manual.

The permutations have been released as both video Advanced

and images. They CANNOT be used in place of the
logotype itself.

All 3 sets are released in RGB color space.

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01.09 simple
permutations

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01.10 advanced
permutations

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01.11 complex
permutations

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SECOND SECTION

COLOR PALETTE

02
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02.01 COLOR PALETTE Campari Academy’s color palette consists of five colors and should follow the here
represented percentages. The color here shown is a custom hue created specially for
Campari Academy.

Please refer to the specific Color Specifications folder Spot Color.

and to Corporate Communications team to obtain other Campari Blue (Pantone® 2767C on Fedrigoni
specific technical information if needed. Xper premium white paper support)

CMYK on coated paper.

C 97 - M 76 - Y 13 - B 50

CMYK on uncoated paper.

C 100 - M 96 - Y 33 - B 36

45%
RGB.
campari blue R 19 - G 41 - B 75

40% white

5% Pantone 814 c RGB: 138 - 105 - 212 / Foil: Kurz Luxor® 341 / Ral design: 300 - 50 - 40

5% Pantone 936 c
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RGB: 109 - 213 - 195 / Foil: Kurz Luxor® 308 / Ral design: 180 - 80 - 30

5% Pantone 10102 c
THIRD SECTION

Typography

03
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A bespoke typeface:

Campari
bold
The Campari Bold typeface with its rather extended proportions and sharp serifs
shares characteristics with ATF’s all-time best selling typeface Copperplate, “being
used extensively for stationery and form work, especially in the small neighborhood
printshops of the letterpress era”(1).

The sharp point endings of letters like C G J K Q R S — derieved from lettering of

early century Campari Advertising — make Campari Bold a much more vivid and
dynamic typeface with a historical attitude. Alternate long-tail Characters (K L Q R T
X Z) together with superior and inferior characters (A to Z) provide plenty of playful
design possibilities. At the same time these letter combinations serve as space-saving
“shortcuts” which makes it a fun, no-nonsense typographic feature.

1 — MAC McGREW, (1993): American Metal Typefaces of the Twentieth Century

— Advertising Poster from 1921.

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03.02 BESPOKE TYPOGRAPHY Campari Bold is the proprietary font for Campari Group and can be used either in
CAMPARI BOLD pure form or with the application of alternative glyphs (ligatures), which are suitable
for a more expressive use.

ABC americano
DEFGHIJKL
MNOPR boulevardier
STQUVWX Milano
YZ?!012
3456789,;: orange
EIGHTY— pal
FOURP ON ROCKS
pt 48 pt 48

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03.03 BESPOKE TYPOGRAPHY The Campari Bold typeface is mainly used for titles and in a more expressive form

CAMPA
CAMPARI BOLD on infographics and keyvisuals. Note that the Campari Bold typography is for limited
use only. Please refer to the Corporate Communications team to obtain type folder,
licensing and specifics on usage.

Campari Bold

ABc1
Headline
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789&.,;:…!?#"'{}[]()-«»‹›„“%©®
Ligatures

LOREM IPSUM
DOLOR. KU LA RS
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03.04 GT EESTI LIGHT The GT Eesti Light is the font used for body copies. Note that the GT Eesti Text Light
Typography typography is for limited use only. Please refer to the Corporate Communications
team to obtain type folder, licensing and specifics on usage.

GTEesti T
GT Eesti Text Light

ABc1
Headline
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789&.,;:…!?#"'{}[]()-«»‹›„“%©®
Subhead Text

LOREM IPSUM Usque ad

Lorem ipsum dolor sit amet, consectetur adipiscing elit,
sed do eiusmod tempor incididunt ut labore et dolore
magna aliqua. Ut enim ad minim veniam, quis nostrud

DOLOR. finem
exercitation ullamco laboris nisi ut aliquip ex ea

finem commodo consequat. Duis aute irure dolor in

reprehenderit in voluptate velit esse cillum dolore eu
fugiat nulla pariatur.

Campari Academy
Campari - Brand
Group - Basic Principles
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- Release Version
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03.05 GT EESTI MEDIUM The GT Eesti medium is the font used for subtitles or to highlight words within
Typography longer texts. Note that the GT Eesti Text Medium typography is for limited use only.
Please refer to the Corporate Communications team to obtain type folder, licensing

GTEesti T
and specifics on usage.

GT Eesti Text
Medium
LightText

ABc1
Headline
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789&.,;:…!?#"'{}[]()-«»‹›„“%©®
0123456789&.,;:…!?#"'{}[]()-«»‹›„“%©®
Subhead Text

LOREM IPSUM
LOREM IPSUM Usque ad
Lorem ipsum
ipsum dolor
dolor sit
sit amet,
amet, consectetur
consectetur adipiscing
adipiscingelit,
elit,
incididunt ut
sed do eiusmod tempor incididunt ut labore
labore et
et dolore
dolore
magna aliqua.
aliqua. Ut
Ut enim
enim ad ad minim
minim veniam,
veniam,quis
quisnostrud
nostrud

DOLOR. finem
exercitation ullamco
exercitation ullamco laboris
laboris nisi
nisiut
utaliquip
aliquipexexea
ea

finem commodo consequat. Duis aute irure dolor in

reprehenderit in voluptate velit esse cillum dolore eu
fugiat nulla pariatur.

Campari
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- Release Version
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03.06 ARIAL MT STD Arial MT STD is the system font used for daily work with common software such as
SYSTEM TYPEFACE Word or PowerPoint.

Arial
Arial
MTT
GTEesti
MT Text
GT Eesti STDLight

ABc1
ABc1
Headline
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789&.,;:…!?#"'{}[]()-«»‹›„“%©®
0123456789&.,;:…!?#"'{}[]()-«»‹›„“%©®
Subhead Text

LOREMIPSUM
LOREM IPSUM Usque ad
Usque ad
Lorem ipsum dolor
Lorem ipsum dolor sit
sit amet,
amet,consectetur
consecteturadipiscing
adipiscingelit,
sed sed
elit, do eiusmod
do eiusmod tempor
tempor incididunt
incididunt ut labore
ut labore et
et dolore
magna magna
dolore aliqua.
aliqua. Ut enimUt adenim
minim adveniam,
minim veniam, quis
quis nostrud

DOLOR.
DOLOR. finem
nostrud exercitation
exercitation ullamconisi
ullamco laboris laboris nisi ut
ut aliquip exaliquip
ea ex

finem ea commodo
commodo consequat.
consequat. Duis aute irure dolor in
reprehenderit in voluptate velit esse cillum dolore eu
fugiat nulla pariatur.

Campari Academy
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Group - Basic Principles
Elements Manual
Materials - Release
- Release Version
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03.07 Combination Two examples of how the different typographies can work.
of typographies From the expressive, up to the keyvisual.

CORSO PROFESSIONALE DIURNO

DAL 21 MAG. 2018 AL 23 MAG. 2018

EXPRESSIVE KEY VISUAL

Example of the use of Campari Bold + GT Eesti Light Example of the use of Campari Academy logotype
typography. permutaion.

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FOURTH SECTION

STATIONERY

04
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04.01 envelope Envelope 220 x 110 mm

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04.02 Folder Size closed: 21,5 x 30,5 cm.

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04.03 letterhead a4

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04.04 letterhead a4 The following is an alternative to the basic letterhead. It shows how the logotype
permutation can work on the letterhead’s back.
04.05 envelope The following is an alternative to the basic envelope. It shows how the logotype
permutation can work at the envelope’s inner.
04.06 invitation a5

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04.07 mail - invitation

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04.08 certificate The following are two examples for the training certificates.
We have identified 2 levels.

PREMIUM
The first, most premium, is for the high education certificates, such the Campari
Academy Italy ‘Barmaster’. These will have a more premium treatment with the use
of a hot foil KURZ Luxor (shown in color 341). All similar level certificates will have
the title of the course represented in one of colors of the palette, treated with a hot
foil KURZ Luxor.

In order to be able to use this level of certificate be sure to contact Headquartes

for approval.

BASIC
All the rest of the courses will have a more simple tretment, representing the
seminar’s / master class / training title in Campari Blue, with no additional
treatments.

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04.09 PPT Slide example The following is an example of how the content must be structured
in a PowerPoint slide.

Presentation title
max 3 lines

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04.10 PPT Slide example The following are some examples of how the content has to be structured in the
slides. Please refer to these when structuring your presentation.

Divider 1 Title arial bold 30pt / 33pt

SUBTITLE ARIAL REGULAR ALL CAPS 15pt / 25pt

Arial Regular 27/30pt Lorem ipsum dolor sit amet, consectetur

adipiscing elit. Morbi a turpis et eros euismod cursus. Aliquam erat
volutpat. Maecenas a turpis vitae nisl imperdiet cursus quis ut purus.
Donec vitae augue scelerisque, convallis velit quis, vulputate justo.
Donec bibendum leo ipsum, eget lobortis ipsum mattis ut.
Pellentesque habitant morbi tristique senectus et netus et malesuada
fames ac turpis egestas. Sed diam erat, feugiat sed gravida non,
volutpat eget lorem.

4 5

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04.11 PPT Slide example The following are some examples of how the content has to be structured in the
slides. Please refer to these when structuring your presentation.

Title arial bold 30pt / 33pt Title arial bold 30pt / 33pt
SUBTITLE ARIAL REGULAR ALL CAPS 15pt / 25pt SUBTITLE ARIAL REGULAR ALL CAPS 15pt / 25pt

Arial Regular 15/18pt Lorem ipsum dolor sit amet, consectetur

adipiscing elit. Morbi a turpis et eros euismod cursus. Aliquam
erat volutpat. Maecenas a turpis vitae nisl imperdiet cursus
quis ut purus. Donec vitae augue scelerisque, convallis velit
quis, vulputate justo. Donec bibendum leo ipsum, eget lobortis Title arial bold 12 pt Title arial bold 12 pt
ipsum mattis ut. Pellentesque habitant morbi tristique
senectus et netus et malesuada fames ac turpis egestas. Sed
diam erat, feugiat sed gravida non, volutpat eget lorem.

Maecenas a turpis vitae nisl imperdiet cursus quis ut purus.

Donec vitae augue scelerisque, convallis velit quis, vulputate
justo. Donec bibendum leo ipsum, eget alobortis ipsum mattis Title arial bold 12 pt Title arial bold 12 pt Title arial bold 12 pt Title arial bold 12 pt
ut. Pellentesque habitant morbi tristique senectus et netus et
malesuad.

6 11

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04.12 print specification

LETTERHEAD, FIRST PAGE LETTERHEAD, SECOND PAGE

SIZE SIZE
21 X 29,7 cm. 21 X 29,7 cm.
MATERIAL MATERIAL
Fedrigoni paper, Xper Premium White, 120 gr. Fedrigoni paper, Xper Premium White, 120 gr.
PRINT PRINT
FRONT: FRONT:
1 spot color UV offset (Campari Blue). Logo: relief silkscreen (Campari Blue). Logo: relief silkscreen (Campari Blue).
NOTE: NOTE:
To assure if the printer supports the selected paper weight, we recommend a test run To assure if the printer supports the selected paper weight, we recommend a test
on your printer. As an alternative, consider a lighter paper (i.e. 100 gr). Consider also run on your printer. As an alternative, consider a lighter paper (i.e. 100 gr). Consider
using an UV offset print for the logo, instead of the relief silkscreen. also using an UV offset print for the logo, instead of the relief silkscreen.

Davide Campari-Milano S.p.A.

Via F. Sacchetti, 20 - 20099 Sesto San Giovanni (MI) - Italy
T. +39 02 6225278 - F. +39 02 6225406 Toll-free Number 800 149 849 - [email protected] - www.campariacademy.it
Legal Head Office
Via F. Sacchetti, 20 - 20099 Sesto San Giovanni (MI) - Italy - P. IVA, C.F. e Cod. Imprese Milano: 06672120158
R.E.A. Milano: 1112227 - Cap. Soc: € 58.080.000 i.v.

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04.13 print specification

FOLDER ENVELOPE
SIZE SIZE
21,5 X 30,5 cm (closed, no spine / no glue points). 22 X 11 cm (short side opening).
MATERIAL MATERIAL
Fedrigoni paper, Xper Premium White, 320 gr. Die cutting envelope, Fedrigoni paper, Xper Premium White, 140 gr.
PRINT PRINT
RECTO: 1 spot color UV offset (Campari Blue). Logo: relief silkscreen (Campari Blue).
Background: 1 spot color UV offset (Campari Blue). Neutral UV-Litho Protective Creasing, die cutting and glueing.
varnish, creasing and die cutting.
BACK:
2 Spot color UV offset (Campari Blue + Pantone 10102C). Neutral UV-Litho Protective
varnish.
NOTE:
Die cut must be checked by the print supplier.

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04.14 print specification

CERTIFICATE (Premium) CERTIFICATE (Basic)

SIZE SIZE
29,7 X 21 cm. 29,7 X 21 cm.
MATERIAL MATERIAL
Fedrigoni paper, Xper Premium White, 320 gr. Fedrigoni paper, Xper Premium White, 320 gr.
PRINT PRINT
FRONT: FRONT:
1 spot color UV offset (Campari Blue). 1 spot color UV offset (Campari Blue). Neutral UV-Litho Protective varnish.
Class name: hot foil KURZ LUXOR 341. Neutral UV-Litho Protective varnish.

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04.15 print specification

INVITATION
SIZE
21 X 14,8 cm.
MATERIAL
Fedrigoni paper, Xper Premium White, 320 gr.
PRINT
FRONT:
2 spot color UV offset (Campari Blue + Pantone 936). Logo and event name
(typographic pattern): relief silkscreen (white). Neutral UV-Litho Protective
varnish.
BACK:
1 spot color UV offset (Campari Blue). Neutral UV-Litho Protective varnish.

BOURBON & RYE EXPERIENCE

12 JUNE 2018
FROM 10:00 AM UNTIL 12:00 PM

Campari Academy Truck

Via Mercatovecchio
Udine
www.campariacademy.it

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FIFTH SECTION

DIGITAL

05
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05.01 web homepage The following is the layout of the homepage and the App icon for a social platform.
& app icon
05.02 Instagram The following examples show the home Campari Academy profile and two posts
that can be either video or images.

Campari Academy - Brand Principles Manual - Release Version 1.0

05.03 facebook The following examples show the home Campari Academy profile and a post.

Campari Academy - Brand Principles Manual - Release Version 1.0

 suggestions
suggestions
suggestions
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SUGGESTIONS

The following pages show how

the Campari Academy look and
feel can be suited on any touch
point.

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01.02 ENVIRONMENT Campari Academy should become an immersive environment where all the
identity elements are represented in the space.
01.03 ENVIRONMENT The transparent concept can also be translated in the space. On the walls there
is the possibility of installing digital billboards to project videos and make the
experience more immersive.
01.04 ENVIRONMENT The transparent concept can be translated either in the space or unique installations.
01.05 TRUCK The Campari Academy Truck is to be considered a quintessential expression
of the brand. It incarnates the brand assets in a simple and elegant way.
The flags for example represent the continuity of the fluidity concept with
their shape and design.
01.06 TRUCK
01.07 look and feel The following image is a leaflet example.
01.08 look and feel The following are some examples of book covers with logo permutation.
01.09 look and feel An example ox transparent box.
01.10 look and feel Even invitations or special prizes can be made on transparent plexiglass.
01.11 Merchandising In this page some examples of merchandising.
01.12 Merchandising In this page some examples of merchandising.
01.13 overview
Grazie