G R A P H I C A L G U I D E L I N E S

OPTIMAL 3 PMS VERSION

To be used in priority on all supports, posters, publications, press ads, POS, etc...

DESPERADOS ORIGINAL LOGO

Desperados font and brand block’s shadow are in PMS BLACK C screened at 20% (or 30%)

LOGO’S INVARIABLE AND UNCHANGEABLE COMPONENTS

• The medals • Desperados Font• The baseline Tequila flavoured Beer

COLOURS

• The colours of the logo are as follows:

THE MEDALS

DESPERADOS FONT

BASELINE

DESPERADOS LOGO

SIMPLIFIED 3 PMS VERSION

To be used when printing and/or production constraints do not allow gradients. (POS branding,screen printing, t-shirts, etc...)

REDUCED SIMPLIFIED 3 PMS VERSION

To be used with simplified medals on very limited surfaces (less than 30 mm wide). This version of the logo must be used. Textile branding (bags, hats, belts, etc).

DESPERADOS ORIGINAL LOGO

Modifiable colours Separable components Deformable components Reclining components All components are notseparable

Use on a highly patterned background

Modifiable fonts Use without baseline use the old logo Logo typeface cannotbe modified

DON’T

Brand block rouille

SIMPLE WALLS (YELLOW & BLACK)

YELLOW WALL : Use the yellow wall as the base.

YELLOW WALL DETAILS : Add the detail of the second yellow wall on one of the extremities of the base wall. Place the wall in function of the message.

BLACK WALL DETAILS : Add the black wall on the surface. Note: the black wall cannot take more than 15 to 20% of the total surface of the support.

DESPERADOS ELEMENTS - THE WALL

YELLOW WALL BLACK WALL DETAILS

YELLOW WALL DETAILS

- Can be used on all designs of the Desperados brand.- The macaron must stay visible as much as possible at all time.- When used as a principal element, the macaron must stay whole (no cuts in the macaron).- When used as a graphic element, the macaron can be altered in transparence or with the Photoshop effects “Colour burn” or “Screen”.- The Macaron Stencil: can be used during all events to highlight the street art aspect of the brand (e.g. customization of the POS, Pimp my tent).- Note: when the macaron is cut, the beginning of the macaron must always be visible.

DESPERADOS ELEMENTS - MACARON

70%

PSD: Color burn or Screen

40%

100% Pochoirs

PHOTOBARIL

PHOTODESPE ROOM

DESPERADOS ELEMENTS - BOTTLES

Une bière brassée avec savoir se déguste avec sagesse

Corporate Bottle: to use on all supports destined to promote the brand, above the line. Above the line means all supports that reach the mass, meaning TV, radio, print and internet. The bottle has to be recognizable without any added element. It is prohibited to intervene with the visibility of the bottle.

Graffiti Bottle: is used for below the line communication; this is communication that targets a specific, limited group of people. For example: during short term projects, special events or party nights. The graffiti has a more urban look&feel and is used on supports and during projects where creativity and urban is central. a rotation of 15° max. is allowed with this bottle. Stencil Bottle: only use to support a graphic design or the background, never to be used as the principal bottle.

Corporate Bottle Graffiti Bottle Stencil Bottle

INVARIABLE AND UNCHANGEABLE COMPONENTS

Graffiti Splashes: to use on the background with the function to personalize and add a shifted aspect to the design. Note: this is a graphic element. It cannot under any circumstances interfere with the visibility and the clarity of the main message.

Graffiti Line: to use to reinforce a simple message (e.g. date on a flyer). This element also helps to reinforce or contrasts the shoulder of the bottle in a more complex composition.

DESPERADOS - BACKGROUND & FACEBOOK LIKE

Join us!

facebook.com/desperadosbelgium

Graffiti Splashes Graffiti Line

DESPERADOS ELEMENTS - FONTS

ROCKWELL IS USED FOR TEXTS :

- written in full sentences,- where the message is complex,- where the readability of the message is essential.

VERY DAMAGED IS USED FOR:

- titles,- dates,- short messages (max. 8 words),- parts of the message that have to stand out (the eye-catcher).

STEP 01: COMPOSE YOUR WALL

DESPERADOS - CREATE THE BACKGROUND

STEP 02: ADD THE BLACK WALL

STEP 03: ADD THE BACKGROUND ELEMENTS

STEP 04: ADD THE LOGO

DESPERADOS - CREATE THE BACKGROUND

STEP 05: ADD THE BOTTLE

STEP 06: ADD ARNOLDUS CODE AND START TO WRITE YOUR MESSAGE

ARNOLDUS CODE

Advertisements in newspapers, magazines and weeklies, have to include the following educational slogan: “Bier met liefde gebrouwen, drink je met verstand.” ; and in French: “Une bière brassée avec savoir, se déguste avec sagesse”.

Placement: At the bottom of the advertisement space, horizontally and as a part of the visual.

Font: Arial - italic

Color: Positive or negative - clearly distinctive of the background color. Minimal font size: A4 2/1: 4mm A4 1/1: 3mm. Other formats: proportionally with a minimum of 5mm

Advertisements on billboards, abribus, have to include the following educational slogan: “Bier met liefde gebrouwen, drink je met verstand.” and in French: “Une bière brassée avec savoir, se déguste avec sagesse”.Placement: At the bottom of the poster, horizontally and as a part of the visual.

Font: Arial - italic

Color: Positive or negative - clearly distinctive of the background color. Minimal font size: Abribus: 25mm 10m2: 45mm. 20m2: 60mm

Advertisements on television, in cinema and on the internet have to include the following educational slogan: “Bier met liefde gebrouwen, drink je met verstand.” and in French: “Une bière brassée avec savoir, se déguste avec sagesse”.

Placement: At the bottom of the screen, horizontally and as a part of the visual.

Font: Arial - italic

Color: Positive or negative - clearly distinctive of the background color.Minimal font size: In proportion to the height of the visual - 5%Duration of the slogan: For spots with a duration of more than 10 seconds: a minimum of 5 seconds.Advertisements on radio have to include the following educational slogan: “Bier drink je met verstand.” and in French: “Une bière se déguste avec sagesse”.Placement: The educational slogan: “Bier drink je met verstand.” and in French: “Une bière se déguste avec sagesse”, will be pronounced at the end of the spot. This regulation does not count for radio spots that last less than 10 seconds.

DESPERADOS - THE TEAM MAKE UP & HAIR

Rock and alternative attitude Smoky Eyes Iroquoi and Punk hair

DESPERADOS - THE TEAM STYLE

DESPERADOS - CONTACT

LIES EECKMANBU Manager Fun & Cool

M. +32 (0)499 59 92 58lies.eeckman@alken-maes.com

NV Brouwerijen Alken-Maes Brasserie SABlarenberglaan 3C, bus 2 - B-2800 Mechelen

F. +32(0) 15 30 94 00www.alken-maes.be

ANNE CLAIRE OUTTERSFun & Cool Marketing

M. +32 (0)477 99 11 64lies.eeckman@alken-maes.com

NV Brouwerijen Alken-Maes Brasserie SABlarenberglaan 3C, bus 2 - B-2800 Mechelen

F. +32(0) 15 30 95 18www.alken-maes.be

MEMBER OF THE HEINEKEN GROUP