Drinkaware
Logo Guidelines
Introduction
Qualifying criteria
Qualifying criteria
Introduction
Logo Size Colours Application Extras Contact
Our logo is a registered trademark. Any organisation that wishes to refer to Drinkaware, or the Drinkaware website, must obtain prior consent by entering into a Trademark Licence Agreement.
We will only enter into a trademark licence agreement with organisations that:
– Comply with The Portman Group and
Advertising Standards Authority codes of practice
– Follow the government’s drinking guidelines.
The logo can not be displayed on:
– Promotions that encourage consumption above the government’s drinking guidelines
– Imagery or materials that promote the desirability or acceptability of drunkenness
– Lobbying materials to change alcohol policy.
The Drinkaware logo should be used to direct consumers to the Drinkaware website where they can find the information to make informed decisions about the effects of alcohol on their lives and lifestyles.
Drinkaware expects its licence holders to use the logo in compliance with the law and
voluntary codes. The Drinkaware logo is a prompt for consumers and is not intended to endorse products or brands. Drinkaware reserves the right to withdraw use of its logo at anytime.
Drinkaware follows the government’s drinking guidelines.
Please call 020 7766 9900 if you see the Drinkaware logo being used
inappropriately. 3–4 units daily 2–3 units daily
Logo variations
All logos
Logo variations
Logo – Alcohol awareness Logo – Responsible marketing Logo – Brand
Position and exclusion zone
Introduction
Logo
Size Colours Application Extras Contact
There are three versions of the Drinkaware logo serving different purposes.
Alcohol awareness General use Page 4 Download Responsible marketing Marketing of alcohol Page 5 Brand logo
Referring to Drinkaware the organisation Page 6
Looking for this logo?
Logo variations
Logo – Alcohol awareness
Logo – Responsible marketing Logo – Brand
Position and exclusion zone
Introduction
Logo
Size Colours Application Extras Contact
Logo
Alcohol awareness
Who
Drinkaware, any licence holder.
What
Drinkaware web address and long strapline, ‘for the facts about alcohol’.
When
The subject is the effects of alcohol on health and wellbeing, risks associated with alcohol
consumption above the government’s guidelines, general alcohol awareness.
Why
The longer strapline provides additional meaning when used in a general health and wellbeing context.
Where
Discretionary, but widespread use across all consumer channels is recommended best practice.
How
The ‘for the facts about alcohol’ strapline can
be used top, bottom, leading in or out of the Drinkaware logo. The exclusion zone must be observed (see page 7).
Logo
Responsible marketing
Logo variationsLogo – Alcohol awareness
Logo – Responsible marketing
Logo – Brand
Position and exclusion zone
Introduction
Logo
Size Colours Application Extras Contact
Who
Drinkaware, producers and retailers of alcoholic drinks, i.e pubs, clubs, bars, restaurants and shops.
What
Drinkaware web address and short strapline - ‘for the facts’.
When
The subject of the communication is the sale, promotion or availability of alcohol.
Why
The shorter strapline is sufficient when displayed in contex of alcohol.
Where
Discretionary, but widespread use across all
consumer channels is recommended best practice.
How
The ‘for the facts’ strapline can be used top, bottom, leading in or out of the Drinkaware logo.
The exclusion zone must be observed (see page 7).
Logo and strapline variations
Producers of alcoholic drinks should also see page16 for information about product labelling.
Logo variations
Logo – Alcohol awareness Logo – Responsible marketing
Logo – Brand
Position and exclusion zone
Introduction
Logo
Size Colours Application Extras Contact
Logo
Brand
Who
Drinkaware, any licence holder.
What
Organisation name.
When
The main subject of the communication is
Drinkaware – referring to us as an organisation or our activities as a whole.
How
The exclusion zone must be observed (see page 7).
Logo
Position and
exclusion zone
Logo variations
Logo – Alcohol awareness Logo – Responsible marketing Logo – Brand
Position and exclusion zone
Introduction
Logo
Size Colours Application Extras Contact
Positioning
Positioning of the logo is flexible but the bottom right hand corner is recommended best practice.
The logo must be:
– Prominent and positioned in context to the alcohol promotion
– Clearly legible with good contrast to the background
– Kept on the horizontal axis – Exclusion zone maintained.
The logo exclusion zone
The logo and strapline fits into a rectangular box and is surrounded by an exclusion zone to prevent it from being crowded by other logos, text or
imagery. It also prevents the Drinkaware logo from being placed too close to the edge of printed materials, websites or merchandise.
The exclusion zone is based on the lowercase ‘n’ height of the Drinkaware logo type. The exclusion zone starts outside the rectangular box created by the logo and strapline together. No other text or statements should appear in the exclusion zone.
Logo exclusion zone
Positioning of the logo is flexible but the bottom right hand corner is recommended best practice.
Size
Screen Broadcast
Introduction Logo
Size
Colours Application Extras Contact
The Drinkaware logo makes the most impact when it is of comparable size to your own logo.
Alternatively, the ‘n’ height of the Drinkaware logo should be comparable to the ‘n’ height of the advert sub-heading, strap line or signoff.
The ‘drinkaware’ element of the logo should be no less than 25mm wide.
Available file formats for print use: Vector eps, tiff, jpg and PNG
(CMYK 300dpi, exclusion zone included).
Your logo
The ‘n’ height of the Drinkaware logo should be comparable to the ‘n’ height of your logo.
25mm
Size
Screen
Screen
Broadcast
Introduction Logo
Size
Colours Application Extras Contact
When using the Drinkaware logo online the
resolution should always be set at 72ppi (pixels per inch) using the RGB color mode. However, not all web-viewing devices share the same resolution. For conventional computer screens 72ppi is standard. For smart phones, devices can vary significantly and should be checked accordingly. When the resolution and colour mode are chosen the right format is essential.
Available file formats for screen use: Vector eps, tiff, jpg and PNG
(RGB, 72dpi, exclusion zone included).
For conventional
computer screens 72ppi is standard. For smart phones, devices can vary significantly and should be checked accordingly.
Size
Broadcast
Print Screen
Broadcast
Introduction Logo
Size
Colours Application Extras Contact
Logo use for broadcast shares many of the same characteristics as online.
Resolution should be set at 72ppi and RGB colour mode.
Screen resolutions and sizes with televisions vary enormously when viewed by the end user. When using TIFF, JPG or PNG formats this should be at 2000px.
When working with EPS, the minimum size is sufficient due to the editable nature of the format. Available file formats for broadcast use:
Vector eps, tiff, jpg and PNG.
When using TIFF, JPG or PNG formats this should be at 2000px.
Colours
Primary palette
Primary palette
Reversed out and mono
Introduction Logo
Size
Colours
Application Extras Contact
Where possible the Drinkaware logo should be used on white background in black and red to maintain our brand identity.
Black Pantone Black C 0 M 100 Y 63 K 12 R 211 G 17 B 69 Hex: D3 11 45 C 0 M 0 Y 0 K 100 R 0 G 0 B 0 Hex: 23 1F 20 C 0 M 0 Y 0 K 0 R 255 G 255 B 255 Hex: FF FF FF Red
Colours
Reversed out and mono
Primary paletteReversed out and mono
Introduction Logo
Size
Colours
Application Extras Contact
To provide greater flexibility the Drinkaware logo can be reversed out or used in black.
Custom palette
In exceptional circumstances, (i.e. sponsorship opportunity), Drinkaware will consider requests to tailor the logo colour palette to the activity. To make a request please contact
020 7766 9900 or email [email protected]
Application
Print – good and bad examples
Print – good and bad examples
Linking online
Broadcast scripts and timing Voluntary labelling scheme
Introduction Logo
Size
Colours
Application
Extras Contact
Keep logo application simple and legible.
Application
Linking online
Print – good and bad examples
Linking online
Broadcast scripts and timing Voluntary labelling scheme
Introduction Logo
Size
Colours
Application
Extras Contact
The Drinkaware logo should always link through to:
drinkaware.co.uk
In order to improve our rankings within major search engines, if you link through to the Drinkaware website you should make
“for the facts about alcohol” a text link followed by (where possible) our logo as an image link.
The implementation of the new text link will require technical knowledge and so please provide the information below to your developers or whoever is responsible for your website maintenance.
Drinkaware text link code:
For the facts about <ahref="http://www. drinkaware.co.uk">alcohol</a>
visit Drinkaware.co.uk.
Using an age gate? You can redirect
underage web visitors to drinkaware.co.uk
Application
Broadcast scripts
and timing
Print – good and bad examples Linking online
Broadcast scripts and timing
Voluntary labelling scheme
Introduction Logo
Size
Colours
Application
Extras Contact
Broadcast display
The logo can be displayed at any point during a broadcast and positioned where ever it is easiest for the viewer to read. It should be displayed on screen for a minimum of four seconds and for a proportionally longer period during adverts lasting more than 30 seconds. The logo should appear on screen continuously for at least 10% of the broadcast.
Radio script
Please include one of these phrases:
“for the facts, drinkaware.co.uk”
“drinkaware.co.uk, for the facts”
“for the facts about alcohol, drinkaware.co.uk,”
Option 1 Option 2 Option 3
The Drinkaware logo should be displayed on screen for a minimum of four seconds.
Application
Voluntary labelling
scheme
Print – good and bad examples Linking online
Broadcast scripts and timing
Voluntary labelling scheme
Introduction Logo
Size
Colours
Application
Extras Contact
Voluntary labelling scheme for alcoholic drinks
Included in the government’s preferred labelling format for alcoholic drinks is a reference to the Drinkaware website.
Option 1 (preferred)
As per page 5.
Option 2
For labelling purposes only we can supply a shortened version of the logo with just the URL.
Option 3
For labelling purposes ONLY the website address can be written in the same type face as the logo: Arial.
drinkaware.co.uk
Further information
Download the icons: portmangroup.org.uk
The Portman Group advice team:
Extras
Quick start guide
Quick start guide
Other logos Useful links
Introduction Logo Size Colours Application
Extras
Contact
1. Registered trademark
Make sure you have a Drinkaware logo licence.
2. Which logo?
Alcohol awareness: for the facts about alcohol. Responsible marketing: for the facts
3. Positioning of the logo
Wherever suits you but the exclusion should be observed so that the logo stands out and is easy for the consumer to read.
4. Size of the logo
The Drinkaware logo makes the most impact when it is of comparable size to your own logo. Also, if used next to other logos it must not be overpowering but equal in size and position. Please see page 8 for minimum sizes.
Logo hints and tips Please don’t
– Distort the logo – Change the typeface
– Blur or apply any effects to the logo
– Place on heavily patterned backgrounds or faces – Tilt or rotate.
Please do
– Use the right logo
– Make the logo stand out – Make it big
– Link it to our website
– Use it everywhere – think print, broadcast, online, experiential.
The Drinkaware logo makes the most impact when it is of comparable
Extras
Other logos
Quick start guide
Other logos
Useful links
Introduction Logo Size Colours Application
Extras
Contact
Why let good times go bad?
Why let good times go bad? is aimed at reducing young adult binge drinking.
Funding companies and partners should use this logo for any consumer facing activity aimed at young adults. Specific logo guidance, along with different colours and variations of the logo are available by emailing: [email protected]
This campaign logo is only available to Drinkaware funding companies and partners.
Looking for this logo?
Extras
Useful links
Quick start guide Other logos
Useful links
Introduction Logo Size Colours Application
Extras
Contact
Logo
To download the Drinkaware logo, please email [email protected] for the download link.
Campaign assets
To download Drinkaware campaign assets, please email
[email protected] for the download link.
Useful links
Further information on Drinkaware:
Drinkaware.co.uk
Social responsibility guidelines:
portmangroup.org.uk
Advertising standards information:
asa.org.uk
Challenge 25 materials:
wsta.co.uk/challenge-25.html
Unit communication at point of sale: Off trade unit campaign wsta.co.uk
On trade unit campaign beerandpub.com
Talk to us
We’re always happy to review any design proofs or answer any queries:
T: 020 7766 9900
Introduction Logo Size Colours Application Extras
Contact
Contact
How to get in touch
If you have any questions about our guidelines or wish to apply for a trademark licence, please contact:Drinkaware Samuel House 6 St. Albans St London SW1Y 4SQ Tel: 020 7766 9900 Email: [email protected]
