BEFORE…

we could SEE
and HEAR Tuborg

WE’VE
TURNED
UP THE
VOLUME

NOW…

PROPRIETARY & CONFIDENTIAL ©

2
>> OVERVIEW
Tuborg Vision 04 // 3G – Turn Up the Volume 05 // The Tuborg DNA 06 //

INTRODUCING 3G
Brand Opener 08 // Brand Universe Wheel 09 // Design Strategy 10 //

CORE BRAND EQUITIES

At a Glance 12 // Brand Name 13 // Clockman Shape 14 // Tuborg Tipping Point 15 // Vibration Story 16 //
Feel Tuborg 17 // Music 18 //

KEY ELEMENTS
At a Glance 20 // Bombastic Clockman Logo 21 // Bombastic Brandmark 32 // Logo Usage 42 // Talking
Clockman 45 // When to use Brandmarks 49 // Typography 50 // Vibe-ography 53 // Tuborg Green Colour
Palette 55 // Clockman Window 56 // Backgrounds 57 // Usage Overview 59 //

PRODUCT PORTFOLIO
Packaging Clockman 61 // At a Glance 62 // Line Extension 64 // Packshot Photography 70 // Packaging
Architecture 71 // Packaging File Approval 72 //

PROMOTIONAL SYSTEM
At a Glance 75 // Key Elements 75 // Colour Palette 77 // Packaging 79 //

PROPRIETARY & CONFIDENTIAL ©

POS MARKETING COMMS
E-Shop 93 // Logos & Application 94 // Vibe-ography 96 // Music Icons 101

LIBRARIES / INFO
Links 106

3
OVERVIEW // Tuborg Vision

OUR DESIGN PRINCIPLES:

ASPIRATIONAL
AN INTERNATIONAL BRAND
CONFIDENT
THE FEARLESSNESS OF YOUTH
FRESH THINKING
LOOKING
WITH HERITAGE YOU JUST

PROPRIETARY & CONFIDENTIAL ©

WANT TO BE SEEN WITH

INSPIRING IRREVERENT
OPTIMISTICALLY UNBOUND
SOCIABLE
STIMULATES CREATIVITY
BY CONVENTION ALWAYS SEEKING
AND CURIOSITY NEW CONNECTIONS

4
OVERVIEW // 3G – Turn Up the Volume

PROPRIETARY & CONFIDENTIAL ©

5
OVERVIEW // The Tuborg DNA

As guardians of the Tuborg brand, It is as if we have inherited a historic

we need to be respectful of our heritage,
whilst building a brand for the future, house, filled with antique furniture but
but most importantly making it relevant rather than throw away the furniture,
for today.
Therefore we have explored our past to
we’ve rearranged it to make it fit our way
ensure we retain or reintroduce key assets of living now.
and have reorganised them to make them
fresh, confident and aspirational…

PROPRIETARY & CONFIDENTIAL ©

6
 OVERVIEW
Tuborg Vision 04 // 3G – Turn Up the Volume 05 // The Tuborg DNA 06 //

>> INTRODUCING 3G
Brand Opener 08 // Brand Universe Wheel 09 // Design Strategy 10 //

CORE BRAND EQUITIES

At a Glance 12 // Brand Name 13 // Clockman Shape 14 // Tuborg Tipping Point 15 // Vibration Story 16 //
Feel Tuborg 17 // Music 18 //

KEY ELEMENTS
At a Glance 20 // Bombastic Clockman Logo 21 // Bombastic Brandmark 32 // Logo Usage 42 // Talking
Clockman 45 // When to use Brandmarks 49 // Typography 50 // Vibe-ography 53 // Tuborg Green Colour
Palette 55 // Clockman Window 56 // Backgrounds 57 // Usage Overview 59 //

PRODUCT PORTFOLIO
Packaging Clockman 61 // At a Glance 62 // Line Extension 64 // Packshot Photography 70 // Packaging
Architecture 71 // Packaging File Approval 72 //

PROMOTIONAL SYSTEM
At a Glance 75 // Key Elements 75 // Colour Palette 77 // Packaging 79 //

PROPRIETARY & CONFIDENTIAL ©

POS MARKETING COMMS
E-Shop 93 // Logos & Application 94 // Vibe-ography 96 // Music Icons 101

LIBRARIES / INFO
Links 106

7
INTRODUCING 3G // Brand Opener

CONSUMER Young adults want to get the most out of life. In order to avoid missing out,
INSIGHT they constantly seek and scan to discover and squeeze every moment.
They challenge boundaries and limits in order to make the most of their lives.

BENEFITS The brand that challenges conventions is a positive provocateur. Not breaking the
rules, but changing the rules, opening minds, opening eyes and expanding the
borders. Inspiration and support for taking the most from the moment, the most
from the now (for opening, exploring and creating opportunities – challenging the
boundaries). Refreshingly easy to drink, easy to open beer.

REASONS The world’s first, easy to open bottle.

TO BELIEVE The brand that pushes creativity and innovation across the mix.
Support in-the-moment international live music experience.

PERSONALITY Tuborg is the spark, he’s trendy, connected to others and connected to the moment.
He is spontaneous and highly creative. He’s willing to bend the rules and is
self-assured and self-determined.

TARGET GROUP Young people 18-24 exploring the possibilities of adulthood to make the most of
their lives.

PROPRIETARY & CONFIDENTIAL ©

NEEDSTATE Social Energiser

COMPETITIVE Other international premium Pilsners like Miller, Beck’s, Bud, Heineken (partying
LANDSCAPE and music) spirits and FAB’s.

8
INTRODUCING 3G // Brand Universe Wheel

PROPRIETARY & CONFIDENTIAL ©

9
INTRODUCING 3G // Design Strategy

HOW IS THE MASTER IDEA REFLECTED And another thing...

Tuborg is an easy going and easy
IN THE NEW 3G-DESIGN? drinking beer (easy to open) that
The new design of the Tuborg bottle and equally refreshed graphics are a clear
fits our Tuborg consumer well.
reflection/representation of Tuborg’s new brand positioning: Grab the Now! He is often ‘on the go’ / out there
enjoying a Tuborg with his friends.
The new ‘Grab the Now’ – positioning is based on key insights about our
core Tuborg consumer combined with the core brand values already

PROPRIETARY & CONFIDENTIAL ©

inherent in Tuborg.
The Tuborg drinker is not just anybody. It’s somebody who takes advantage of
every opportunity in life in order to live life to the fullest. He is always looking for
creativity, spontaneity and inspiration, and in doing so he is not afraid to step out
of line and bend the rules a bit – this is where the attitude comes into play.

10
 OVERVIEW
Tuborg Vision 04 // 3G – Turn Up the Volume 05 // The Tuborg DNA 06 //

INTRODUCING 3G
Brand Opener 08 // Brand Universe Wheel 09 // Design Strategy 10 //

>> CORE BRAND EQUITIES

At a Glance 12 // Brand Name 13 // Clockman Shape 14 // Tuborg Tipping Point 15 // Vibration Story 16 //
Feel Tuborg 17 // Music 18 //

KEY ELEMENTS
At a Glance 20 // Bombastic Clockman Logo 21 // Bombastic Brandmark 32 // Logo Usage 42 // Talking
Clockman 45 // When to use Brandmarks 49 // Typography 50 // Vibe-ography 53 // Tuborg Green Colour
Palette 55 // Clockman Window 56 // Backgrounds 57 // Usage Overview 59 //

PRODUCT PORTFOLIO
Packaging Clockman 61 // At a Glance 62 // Line Extension 64 // Packshot Photography 70 // Packaging
Architecture 71 // Packaging File Approval 72 //

PROMOTIONAL SYSTEM
At a Glance 75 // Key Elements 75 // Colour Palette 77 // Packaging 79 //

PROPRIETARY & CONFIDENTIAL ©

POS MARKETING COMMS
E-Shop 93 // Logos & Application 94 // Vibe-ography 96 // Music Icons 101

LIBRARIES / INFO
Links 106

11
CORE BRAND EQUITIES // At a Glance

BRAND NAME / LOGO CLOCKMAN TUBORG TIPPING POINT

Since 1880, heritage Ownable iconic shape Positive upwards angle,
but one louder to use creatively The Tipping Point

PROPRIETARY & CONFIDENTIAL ©

VIBRATION ‘FEEL TUBORG’ MUSIC
2G was Soundwaves… Makes you want to Other brands sponsor
now 3G has Vibrations reach out and touch music, we own music

12
CORE BRAND EQUITIES // Brand Name

PROPRIETARY & CONFIDENTIAL ©

Originally TUBORG was only the name of the
manufacturer, not the pilsner beer brand. TUBORG only
became the brand name in the 1950’s, but was written in
a strong slab serif way and located in a band across the
centre of the label, right from the start.
1957
For Tuborg logo guidelines see page 20
13
CORE BRAND EQUITIES // Clockman Shape

62.5º

PROPRIETARY & CONFIDENTIAL ©

For 3G we have taken the 2G Clockman and TURNED UP
THE VOLUME! This iconic and ownable shape can be used
creatively to add irreverence to communications.
For examples of how we use the Clockman shape see page 56
14
 Tip
p
a d i ng
e p
ou ep b oint.
t ac r T
pu ros eath he m
sh i s th and om
ng e li n m e
the e ak nt w
bo , e he
un push the le n yo
da
rie ing t ap. S u tak
s. he t e
lim eppi
its n
an g
d

62
.5 º
Th
ea
CORE BRAND EQUITIES // Tuborg Tipping P

Th
is d ngl e t h
at
62
dir i the
ec scov
int

3G tio er y li q ui d l
i ea
Th
bo n of
ttle the nf lue
ve
st
he
.5
ne nc Tu
eT de bo
ub sig w d ed rg
cre o n t h bo
ati r . i s e t tle
…
ve gT
i
rup d r a
cat p p t iv m
aly in el
ab atic
st f g Po el
or i an
the nt be
co d
Tu m
bo
rg es a
bra
nd
.

PROPRIETARY & CONFIDENTIAL ©

15
CORE BRAND EQUITIES // Vibration Story

We have turned up the volume since 2G to bring you into

PROPRIETARY & CONFIDENTIAL ©

the now moment where you not only HEAR the sound of
Tuborg, but you FEEL it through the floor, that heavy bass,
Boom Boom Boom vibration through your whole body.
In the VIS, we have made a graphical representation of
this feeling.
For examples of how we use the vibration story see page 57
16
CORE BRAND EQUITIES // Feel Tuborg

PROPRIETARY & CONFIDENTIAL ©

Before we could see, hear, taste and smell
Tuborg… now we make it into a full sensory
experience as we can also FEEL it.
As vibrations you can feel Tuborg through
your body, in the hand you can feel Tuborg
through the tactile quality of the packaging.
17
CORE BRAND EQUITIES // Music

PROPRIETARY & CONFIDENTIAL ©

Music is part of Tuborg’s DNA.
Other brands sponsor music, Tuborg lives
and breathes music....any kind of music,
but especially live music and festivals.
Music is the green thread, or base line
through everything we do.
18
 OVERVIEW
Tuborg Vision 04 // 3G – Turn Up the Volume 05 // The Tuborg DNA 06 //

INTRODUCING 3G
Brand Opener 08 // Brand Universe Wheel 09 // Design Strategy 10 //

CORE BRAND EQUITIES

At a Glance 12 // Brand Name 13 // Clockman Shape 14 // Tuborg Tipping Point 15 // Vibration Story 16 //
Feel Tuborg 17 // Music 18 //

>> KEY ELEMENTS

At a Glance 20 // Bombastic Clockman Logo 21 // Bombastic Brandmark 32 // Logo Usage 42 // Talking
Clockman 45 // When to use Brandmarks 49 // Typography 50 // Vibe-ography 53 // Tuborg Green Colour
Palette 55 // Clockman Window 56 // Backgrounds 57 // Usage Overview 59 //

PRODUCT PORTFOLIO
Packaging Clockman 61 // At a Glance 62 // Line Extension 64 // Packshot Photography 70 // Packaging
Architecture 71 // Packaging File Approval 72 //

PROMOTIONAL SYSTEM
At a Glance 75 // Key Elements 75 // Colour Palette 77 // Packaging 79 //

PROPRIETARY & CONFIDENTIAL ©

POS MARKETING COMMS
E-Shop 93 // Logos & Application 94 // Vibe-ography 96 // Music Icons 101

LIBRARIES / INFO
Links 106

19
KEY ELEMENTS // At a Glance

Brand marks and icons:

Bombastic Clockman Logo Bombastic Clockman Logo with Tagline Bombastic Brand Mark

ED

ENJOY
Packaging Clockman Talking Clockman Can and Bottle Icons

Other Graphic elements:

PROPRIETARY & CONFIDENTIAL ©

Typography Colour palette Background

20
KEY ELEMENTS // Bombastic Clockman Logo

Brand name + Clockman + Music =

Bombastic Clockman Logo.
Linking these elements together creates a
more ownable and distinctive brand mark.

PROPRIETARY & CONFIDENTIAL ©

WHY USE IT? WHEN TO USE IT

Guiding principles: Brand equities: The Bombastic Clockman Logo is our primary logo which can be used on:
– Advertising – POS and merchandising
Fresh Brand name
– Packaging (back of pack only) – Merchandising
Irreverent Clockman
Inspiring Tipping point Avoid using the Bombastic Clockman Logo on activity which heavily features the
Confident Vibration Clockman shape
Sociable ‘Feel Tuborg’ For DOs and DON’Ts go to page 27
Aspirational Music

21
KEY ELEMENTS // Bombastic Clockman Logo_Colourways

Bombastic Clockman Logo_BlackGreen Bombastic Clockman Logo_WhiteGreen

(Shown on black background)

PROPRIETARY & CONFIDENTIAL ©

Bombastic Clockman Logo_Black Bombastic Clockman Logo_White
(Shown on black background)

22
KEY ELEMENTS // Bombastic Clockman Logo with Tagline

The Bombastic Clockman Logo

includes a version with the tagline
‘Open for more’.

PROPRIETARY & CONFIDENTIAL ©

WHY USE IT? WHEN TO USE IT

Guiding principles: Brand equities: The Bombastic Clockman Logo with Tagline can be used on:
– Printed POS
Fresh Brand name
– Digital
Irreverent Clockman
Inspiring Tipping point Avoid using the Bombastic Clockman Logo with Tagline on activity which heavily features the
Confident Vibration Clockman shape
Sociable ‘Feel Tuborg’ For DOs and DON’Ts go to page 27
Aspirational Music

23
KEY ELEMENTS // Bombastic Clockman Logo with Tagline_Colourways

Bombastic Clockman_Tagline_Black- Bombastic Clockman_Tagline_White-

Green Green
(Shown on black background)

PROPRIETARY & CONFIDENTIAL ©

Bombastic Clockman_Tagline_Black Bombastic Clockman_Tagline_White
(Shown on black background)

24
KEY ELEMENTS // Bombastic Clockman Logo (Chinese)

The Bombastic Clockman Logo links the

Clockman shape and the brand name
together making it more ownable and
distinctive than the brand mark alone.

PROPRIETARY & CONFIDENTIAL ©

WHY USE IT? WHEN TO USE IT

Guiding principles: Brand equities: The Bombastic Clockman Logo (Chinese) is our primary logo for China only and can be used on:
– Advertising – POS and merchandising
Fresh Brand name
– Packaging (back of pack only)
Irreverent Clockman
Inspiring Tipping point Avoid using the Bombastic Clockman Logo (Chinese) on activity which heavily features the
Confident Vibration Clockman shape
Sociable ‘Feel Tuborg’ For DOs and DON’Ts go to page 27
Aspirational Music

25
KEY ELEMENTS // Bombastic Clockman Logo (Chinese)_Colourways

Bombastic Clockman_Chinese_ Bombastic Clockman_Chinese_

BlackGreen WhiteGreen
(Shown on black background)

PROPRIETARY & CONFIDENTIAL ©

Bombastic Clockman_Chinese_Black Bombastic Clockman_Chinese_White
(Shown on black background)

26
KEY ELEMENTS // Bombastic Clockman Logo_Usage

DO allow clear space around the logo

VIP AREA:
A defined, clear area around the logo
helps to maintain its clarity and impact.
Surround the logo with clear space that
is the width of the ‘O’ character and
keep this area clear of all type, keylines
and graphical elements.

PROPRIETARY & CONFIDENTIAL ©

27
KEY ELEMENTS // Bombastic Clockman Logo (Chinese)_Usage

DO keep the logo legible

MINIMUM SIZE:
20mm 100px
On all applications the logo must be (print) (on screen)
clearly visible. To maintain integrity and
legibility of the logo we recommend it is Bombastic Clockman Logo
not used smaller than 20mm wide
for print and 100px wide for screen.
For any size under 20mm please use the
Bombastic Brandmark_Unchiselled. This
logo has no infill line and will be clearer
at minimum sizes. (see page 37).

20mm 100px
(print) (on screen)

Bombastic Clockman Logo with Tagline

PROPRIETARY & CONFIDENTIAL ©

20mm 100px
(print) (on screen)

Bombastic Clockman Logo Chinese Version

28
KEY ELEMENTS // Bombastic Clockman Logo_Usage

DO NOT crop the logo in any way:

PROPRIETARY & CONFIDENTIAL ©

29
 DO rotate at 62.5º

62.5º
62.5º
CO
LO CO
U LO
ART RM UR
Hor WO AR
TW
AR MA
izo RK
ntal K-U Ho RK
rizonORK
Lo
-UP
P tal
CO go Logo
PO CO
fie
So NTACT SB NT Pos
lack Sofie AC Blac
k
/ so Møl @ T
fie.m ler CA Ch / so Møl @ CA
oe RL ina
fie.m ler
SB RLSB
ART ller@ ER oelle
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20 WO rls AR r@ca
12 be TW rlsbe
/ su .02. RK PU rg.co
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2012 ORK
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pp 2.06 by BLIS m
CO
bran RAN ED ort@ HE
LO dsur D SU bran BRAN D
U face RF CO dsur D SU
#1 RS AC LO f R

90º
90º
DO NOT rotate at any other angle
KEY ELEMENTS // Bombastic Clockman Logo_Usage

Any other angle

Any other angle

CO
#1
LO
B
20

UR
AR

S
ppor
TW
CO

t@
N

12 ORK
AR

/ su .02.16 PU
BR
Sofie TACT
fie.m ler
oelle
CO

Ho TWO
tal

bran AN
r@

by BLIS
LO

rizon RK

/ so Møl @ CA
U

HE
Logo

carls

dsur D SU
D
RL

.net
PO

CO
SB

berg
RM

face RFAC

A
E
ER

LO
S Bl

.co
G
AR

U
m

H RT
R
ack

ori W
zo O M
Ch

C
K-U

nta RK A
P

S ON lL R
ina

/ ofie TA og K
so M C o -U
fie ø T PO
A .m lle @ S P
oe r B
2 RT lle
CA la
ck
/ 012 WO
su .0 r@ RL
SB Ch
pp 2.1 RK ca in
C o 6 P rl ER
G a

PROPRIETARY & CONFIDENTIAL ©

30
KEY ELEMENTS // Bombastic Clockman Logo_Usage

DO NOT change the Bombastic Clockman Logo

(including Tagline and chinese versions) in any way

Do not change the Do not add strokes Do not skew the logo
colour of the logo or outlines

PROPRIETARY & CONFIDENTIAL ©

Do not stretch or distort the logo Do not deconstruct the logo Do not resize the elements
within the logo

31
KEY ELEMENTS // Bombastic Brandmark

The Bombastic Brandmark takes the

2G logo and makes it one louder with
a bombastic look.

Sharper bolder type style than 2G but

still close enough to be recognisable.

PROPRIETARY & CONFIDENTIAL ©

WHY USE IT? WHEN TO USE IT

Guiding principles: Brand equities: The Bombastic Brandmark should be used when it is unsuitable to use the Bombastic Clockman
Logo. For example on an activity which heavily features the clockman shape or on applications which
Fresh Brand name
are an awkward shape (see page 43).
Irreverent Clockman
Inspiring Tipping point For DOs and DON’Ts go to page 36
Confident Vibration
Sociable ‘Feel Tuborg’
Aspirational Music

32
KEY ELEMENTS // Bombastic Brandmark_Colourways

Bombastic Logo Black Horizontal Logo Light Green

PROPRIETARY & CONFIDENTIAL ©

Horizontal Logo White Horizontal Logo White
(Shown on black background) (Shown on Tuborg Light Green background)

33
KEY ELEMENTS // Bombastic Brandmark (Chinese Version)

The Bombastic Brandmark takes the

2G logo and makes it one louder with a
bombastic look.
Sharper bolder type style than 2G but
still close enough to be recognisable.

PROPRIETARY & CONFIDENTIAL ©

WHY USE IT? WHEN TO USE IT

Guiding principles: Brand equities: The Bombastic Brandmark (Chinese) should be used when it is unsuitable to use the Bombastic
Clockman Logo. For example on an activity which heavily features the clockman shape or on
Fresh Brand name
applications which are an awkward shape (see page 43).
Irreverent Clockman
Inspiring Tipping point For DOs and DON’Ts go to page 36
Confident Vibration
Sociable ‘Feel Tuborg’
Aspirational Music

34
KEY ELEMENTS // Bombastic Brandmark (Chinese)_Colourways

Bombastic Logo Black Horizontal Logo Light Green

PROPRIETARY & CONFIDENTIAL ©

Horizontal Logo White Horizontal Logo White
(Shown on black background) (Shown on Tuborg Light Green background)

35
KEY ELEMENTS // Bombastic Brandmark_Usage

DO allow clear space around the logo

VIP AREA:
A defined, clear area around the logo
helps to maintain its clarity and impact.
Surround the logo with clear space that
is the width of the ‘O’ character and
keep this area clear of all type, keylines
and graphical elements.

PROPRIETARY & CONFIDENTIAL ©

36
KEY ELEMENTS // Bombastic Brandmark (Chinese)_Usage

DO keep the logo legible

10mm 10mm
MINIMUM SIZE:
On all applications the logo must be
clearly visible. To maintain integrity
and legibility of the logo there are two Bombastic Brandmark for applications larger than 10mm high
versions of the Bombastic Brandmark.
For applications where the logo
appears larger than 10mm high use the
Bombastic Brandmark.
For applications where the logo appears
between 4 – 10mm high use the 10mm 10mm
Bombastic Brandmark_unchiselled.
DO NOT use the logo smaller than 4mm
high on print or 100px high on screen.
Bombastic Brandmark_Unchiselled - for applications between 4-10mm high

PROPRIETARY & CONFIDENTIAL ©

4mm 4mm

Do not use the logo smaller than 4mm high

37
KEY ELEMENTS // Bombastic Brandmark_Usage

DO NOT crop the logo in any way:

PROPRIETARY & CONFIDENTIAL ©

38
KEY ELEMENTS // Bombastic Brandmark_Usage

DO rotate at 62.5º DO rotate at 90º ccw DO NOT rotate at any other

ONLY in exceptional circumstances angle
such as vertical banners

62.5º 90º Any other angle

CO

Bo T W
s
mba
AR

PROPRIETARY & CONFIDENTIAL ©

62.5º 90º Any other angle

39
KEY ELEMENTS // Bombastic Brandmark_Usage

DO NOT change the Bombastic Brandmark

(including chinese versions) in any way

Do not change the Do not add strokes Do not skew the logo
colour of the logo or outlines

PROPRIETARY & CONFIDENTIAL ©

Do not stretch or distort the logo Do not deconstruct the logo Do not resize the elements
within the logo

40
KEY ELEMENTS // Bombastic Brandmark (Chinese)_Usage

DO NOT use the chinese alone DO NOT use the chinese alone
with the Clockman as the MAIN logo

PROPRIETARY & CONFIDENTIAL ©

41
KEY ELEMENTS // Logo Usage_Backgrounds

DO keep the logo legible

DO NOT…

PROPRIETARY & CONFIDENTIAL ©

Too many colours Not enough contrast Not enough contrast

42
KEY ELEMENTS // Logo Usage_Awkward Shapes

DO use simple logo to achieve bigger branding

DO NOT use the clockman logo

DO NOT rotate or crop

PROPRIETARY & CONFIDENTIAL ©

43
KEY ELEMENTS // Logo Usage_Awkward Shapes

DO use simple logo to DO NOT use the DO NOT rotate or crop

achieve bigger branding clockman logo

PROPRIETARY & CONFIDENTIAL ©

44
KEY ELEMENTS // Talking Clockman

The Talking Clockman has been

created to provide Tuborg with a tone
of voice able to connect with people.
Whatever the merchandising
requirement, the Talking Clockman
adapts, chats and converses with
the consumer to transform, even the
most average of items, into a creative

ED
communication.
Must orientate at 62.5º as per the

ENJOY
master clockman.

62.5º

PROPRIETARY & CONFIDENTIAL ©

WHY USE IT? WHEN TO USE IT

Guiding principles: Brand equities: The Talking Clockman should ONLY be used off pack.
Fresh Brand name
Irreverent Clockman
Inspiring Tipping point
Confident Vibration
Sociable ‘Feel Tuborg’
Aspirational Music

45
KEY ELEMENTS // Talking Clockman_Alternative Versions

E
NG G D AG

BACKST
DANCI

PLAY
MIXI

NG IN
G NG
G RI
RAVIN

DRUMM
JAMMI

SPONSO

PROPRIETARY & CONFIDENTIAL ©

Jamming, Sampling, Raving, Grinding, Grooving, Funking,
Rapping, Shuffling, Moshing, Singing, Jumping, Shouting…
What else have we been doing since 1880?

46
KEY ELEMENTS // How to use the Talking Clockman

DO replace the editable key word

d with your own
words which follow these simple guidelines:

kman
– Only use one word per Clockman
ed
– Words should be music related
– Words should not be offensive,
e, suggest
drunkenness or drug taking etc.
– Words which end in _ED or _ING
ING work best
For example ‘Dancing Since 1880’ or ‘Played
Since 1880’

Have Fun!

Editable key word

d

PROPRIETARY & CONFIDENTIAL ©

47
KEY ELEMENTS // How to use the Talking Clockman

DO NOT edit any part of the Talking Clockman except the editable key word:

NG NG NG
DANCI

DANCI

DANCI
VER
RE

FO

Do not edit other text Do not change colours Do not edit elements

DO NOT rotate, distort or crop the Talking Clockman

G
IN

PROPRIETARY & CONFIDENTIAL ©

C

DAN
NCING

NG
DANCI
DA

Do not rotate the Clockman Do not crop the Clockman Do not skew or warp the Clockman

48
KEY ELEMENTS // When to use Brandmarks

For executions without Clockmans use For executions without Clockmans that For executions containing lots
Clockman brandmark need ‘extra power’ use Clockman of Clockmans use brandmarks
brandmark with Tagline without Clockman
- narrow executions only
BRANDMARKS
CORE

Bombastic Clockman Bombastic Clockman with Tagline Bombastic

For executions containing lots of Use alone for messaging

Clockmans use brandmarks without - when you want the logo to bring
Clockman. For applications between attitude
4-10 mm in height
BRANDMARKS
SECONDARY

PROPRIETARY & CONFIDENTIAL ©

NG
MOSH I

Bombastic Unchiselled Talking Clockman

49
 KEY ELEMENTS // Typography

L ROCKWEL
KWELL ROC
IS OUR PRIMARY TYPEFACE
ON ALL COMMUNICATION

Tuborg has used a slab serif typeface

since the 1950’s.
ROCKWELL EXTRA BOLD
Rockwell Extra Bold uppercase is used ROCKWELL BOLD

PROPRIETARY & CONFIDENTIAL ©

for key messages on brand activations
(Vibe-ography typography). ROCKWELL REGULAR
Mix Rockwell Bold and Rockwell
Regular in roman and italic to create ROCKWELL BOLD ITALIC
dynamic layouts.
It should only be shown in colours from ROCKWELL REGULAR ITALIC
the Tuborg colour palette.

50
KEY ELEMENTS // Typography_Usage Guidelines

DO mix the Rockwell font within a block DO use the Rockwell font rotated to 62.5°
of text to highlight a desired point.

62.5º

NOW IS WHAT
YOU MAKE IT
LOREM IPSUM DOLOR SIT AMET
CONSECTETUR ADIPISICING ELI
SED DOR EIUSMOD TEMPOR INCIDIDUNTUN
UT LABORE ETRR DOLORE MAGNA JGGJG AL
ALCOHOL 4.6% VOLUME 50CL

Do set in capitals, justified to the measure.

Mix bold with regular and roman with italics

PROPRIETARY & CONFIDENTIAL ©

Do show the message on a black background

51
KEY ELEMENTS // Typography_Usage Guidelines

DO NOT rotate the Rockwell font

40º 90º 180º

ROCKWELL
ROCKWELL
E L
W
K
C
O
R
Do not rotate Rockwell at any other angle (only set at 0° and 62.5°)

PROPRIETARY & CONFIDENTIAL ©

6PT TYPE SET IN CAPITALS 6pt type set in lower case

Do not use the Rockwell font any smaller than 6pt

52
KEY ELEMENTS // Vibe-ography

The Rockwell-based 3D
Vibe-ography messaging has been
created to amplify the ‘Feel Tuborg’
equity across all brand communication
POS touch points.

PROPRIETARY & CONFIDENTIAL ©

Example of styled typography

53
KEY ELEMENTS // Vibe-ography_Creation

Vibe-ography typography is created

using an Adobe Illustrator ‘Action Script’.
It can also be set by following the
steps below.

Step 1 Step 2 Step 3

Set message in Duplicate layer 1 Duplicate layer 2
Rockwell Extra Bold Colour: 376 and Colour: 370 and
uppercase, stacked multiply 100% multiply 100%
and justified. Turn Rotation: +1° CCW Rotation: -2° CW
to outlines, resize to Scale: 103%
150mm wide and colour Offset: 1mm horizontal
150mm white. Set layer to back

Step 4 Step 5 Step 6

Duplicate layer 3 Duplicate layer 4 Create new layer.
Colour: 376 and Colour: Black Create a grid to use as
multiply 100% Rotation: +2° CWW a guide for the distortion
Offset: 1mm vertical of text.
Scale: 103% Rotate grid to 15° and
reflect.

PROPRIETARY & CONFIDENTIAL ©

Step 7 Step 8
Set grid to back. Use ‘Free Transform’
tool. Click & hold on top
right hand corner, press
& hold down the shift,
alt & command key
& drag corner point
upwards, matching the
type to the grid.

54
KEY ELEMENTS // Tuborg Green Colour Palette

The new Tuborg colour palette is still

green, but it’s more vibrant and more
refreshing. It goes all the way to 11!

WHITE BLACK
R255 G255 B255 C0 M0 Y0 K100
R0 G0 B0

CORE
*SILVER GREEN
PANTONE: 877 PANTONE: 370
C62 M1 Y100 K25

PROPRIETARY & CONFIDENTIAL ©

R101 G141 B27
LIGHT
GREEN
PANTONE: 376
C54 M0 Y100 K0
R132 G189 B0
*Use silver substrate where possible.
Where not possible, use Silver Pantone 877

55
KEY ELEMENTS // Clockman Window

The Clockman Shape is used to create

a window... an invitation to the ‘Tuborg
Moment’ on activations. The Clockman
Window to designed to spark curiousity
and to create dynamic backgrounds.

Tent card

PROPRIETARY & CONFIDENTIAL ©

Instore activations

56
KEY ELEMENTS // Backgrounds

We have turned up the volume since

2G to bring you into the now moment
where you not only HEAR the sound
of Tuborg, but you FEEL it through the
floor, that heavy bass, Boom Boom
Boom vibration through your whole body.
In the VIS, we have made a graphical
representation of this feeling.

PROPRIETARY & CONFIDENTIAL ©

57
KEY ELEMENTS // Backgrounds

The vibrating backgrounds are used

to create interest and spark curiosity
within the message. Used together
with packshots they are a dynamic key
element that can be used for a variety
of occasions.
DO integrate a logo at a minimum of
25% of the width of the background.
DO place a packshot over the centre
of the splash.
DO NOT show the centre of the splash
in isolation.

VibratingBackground_01.jpg VibratingBackground_02.jpg

PROPRIETARY & CONFIDENTIAL ©

VibratingBackground_03.jpg VibratingBackground_04.jpg VibratingBackground_05.jpg

58
KEY ELEMENTS // Usage Overview

NG
ROCK

MOSH I
WELL

BACK
Bottle labels LABEL

BACK
Cans OF CAN

Secondary packaging

POS traditional

POS modern

Merchandising image

Merchandising volume

PROPRIETARY & CONFIDENTIAL ©

Festival

Outdoor

Print

59
 OVERVIEW
Tuborg Vision 04 // 3G – Turn Up the Volume 05 // The Tuborg DNA 06 //

INTRODUCING 3G
Brand Opener 08 // Brand Universe Wheel 09 // Design Strategy 10 //

CORE BRAND EQUITIES

At a Glance 12 // Brand Name 13 // Clockman Shape 14 // Tuborg Tipping Point 15 // Vibration Story 16 //
Feel Tuborg 17 // Music 18 //

KEY ELEMENTS
At a Glance 20 // Bombastic Clockman Logo 21 // Bombastic Brandmark 32 // Logo Usage 42 // Talking
Clockman 45 // When to use Brandmarks 49 // Typography 50 // Vibe-ography 53 // Tuborg Green Colour
Palette 55 // Clockman Window 56 // Backgrounds 57 // Usage Overview 59 //

>> PRODUCT PORTFOLIO

Packaging Clockman 61 // At a Glance 62 // Line Extension 64 // Packshot Photography 70 // Packaging
Architecture 71 // Packaging File Approval 72 //

PROMOTIONAL SYSTEM
At a Glance 75 // Key Elements 75 // Colour Palette 77 // Packaging 79 //

PROPRIETARY & CONFIDENTIAL ©

POS MARKETING COMMS
E-Shop 93 // Logos & Application 94 // Vibe-ography 96 // Music Icons 101

LIBRARIES / INFO
Links 106

60
PRODUCT PORTFOLIO // Packaging Clockman

The Packaging Clockman is

untouchable. It is used for packaging
only and only with permission from the
Group can the text within it be changed
i.e. Variant line extensions.
Angling the Clockman shape to the
Tuborg Tipping Point allows for an extra
large brand name on the label.

62.5º

PROPRIETARY & CONFIDENTIAL ©

WHY USE IT? WHEN TO USE IT

Guiding principles: Brand equities: The Packaging Clockman should ONLY be used on primary packaging.
Fresh Brand name
Irreverent Clockman
Inspiring Tipping point
Confident Vibration
Sociable ‘Feel Tuborg’
Aspirational Music

61
PRODUCT PORTFOLIO // At a Glance

Global line up

PROPRIETARY & CONFIDENTIAL ©

62
PRODUCT PORTFOLIO // At a Glance

Line Extensions

PROPRIETARY & CONFIDENTIAL ©

BLACK GOLD LITE LIGHT RED SUPER LIGHT

63
PRODUCT PORTFOLIO // Line Extension

BLACK

Artwork files available Colour palette

PROPRIETARY & CONFIDENTIAL ©

To follow To follow

64
PRODUCT PORTFOLIO // Line Extension

GOLD

BLACK
WHITE

BROWN
CREAM PANTONE 1265
PANTONE 1215

Artwork files available Colour palette

PROPRIETARY & CONFIDENTIAL ©

65
PRODUCT PORTFOLIO // Line Extension

LITE

BLACK
WHITE

DARK
LIGHT GREEN
GREEN PANTONE 3435
PANTONE 376

Artwork files available Colour palette

PROPRIETARY & CONFIDENTIAL ©

66
PRODUCT PORTFOLIO // Line Extension

LIGHT

BLACK
WHITE

DARK
LIGHT GREEN
GREEN PANTONE 3435
PANTONE 376

Artwork files available Colour palette

PROPRIETARY & CONFIDENTIAL ©

67
PRODUCT PORTFOLIO // Line Extension

RED

BLACK
WHITE

RED
DARK RED PANTONE 186
PANTONE 195

Artwork files available Colour palette

PROPRIETARY & CONFIDENTIAL ©

68
PRODUCT PORTFOLIO // Line Extension

SUPER LIGHT

WHITE BLACK

LIGHT DARK
GREEN GREEN
PANTONE 3435
PANTONE 376

MID
GREEN
PANTONE 377

Artwork files available Colour palette

PROPRIETARY & CONFIDENTIAL ©

69
PRODUCT PORTFOLIO // Packshot Photography

Crop the images dynamically to show

key elements of the packs, ie. logotype,
crown, flavour etc.

Logotype only

PROPRIETARY & CONFIDENTIAL ©

Label - showing bottle shape

70
PRODUCT PORTFOLIO // Packaging Architecture

Design, what can change, what stays the same

CORE FLAVOUR + FUNCTION

ARCHITECTURE No changes May have images in bottom half of clock- Basic architecture stays same, but more
man, otherwise architecture stays same flexibility of design

CORE BRAND TEXT (e.g. genuine No changes Stays same as core, or can be removed, Stays same as core, or can be removed,
quality, Copenhagen Denmark, since 1880) but not changed but not changed

Preferably black, but may change if

COLOUR – LOGO Always black Always black
required

Preferably silver/white, but may change if

COLOUR – BACKGROUND Always white & silver Always white & silver
required
Change to fit variant (grad of light & Change to fit variant (colours set per
Change to fit variant (colours set per
COLOUR – RACETRACK darker of same colour (colours set per
variant) variant)
variant)
Preferably white, but may change if
COLOUR – TEXT – IN RACE TRACK Always white Always white
required

TEXT – TYPEFACE Everything ROCKWELL except logo Everything ROCKWELL except logo Everything ROCKWELL except logo

COLOUR TEXT – CPH SINCE 1880 Follows variant colour (except on lights) Follows variant colour Follows variant colour

COLOUR – OUTER RIM Silver (except on gold variant) Silver (except on gold variant) Silver (except on gold variant)

Same colour as lightest in racetrack Same colour as lightest in racetrack Same colour as lightest in racetrack
COLOUR – HOP FLOWERS gradient gradient, Flowers can be removed gradient. Flowers can be removed

BOTTLE COLOUR Always green Flint (transparent) Flint (transparent)

PROPRIETARY & CONFIDENTIAL ©

CAN BACKGROUND COLOUR Always green Always green Always green

Should follow colour naming i.e. green,

Follows either colour (black) or function
VARIANT TEXT red, gold. Or alcohol level, lite, non Name follows flavor e.g. Lemon
(xfresh)
alcoholic, zero etc.

LABEL MATERIAL Silver metalised paper Silver metalised paper Silver metalised paper

Black crown with coloured pillow to Black crown with coloured pillow to match Black crown with coloured pillow to match
ROYAL BROWN COLOUR match lightest colour in variant lightest colour in variant lightest colour in variant

NECK LABEL No changes Colour edges may change to fit variant Background colour may change

71
 OVERVIEW
Tuborg Vision 04 // 3G – Turn Up the Volume 05 // The Tuborg DNA 06 //

INTRODUCING 3G
Brand Opener 08 // Brand Universe Wheel 09 // Design Strategy 10 //

CORE BRAND EQUITIES

At a Glance 12 // Brand Name 13 // Clockman Shape 14 // Tuborg Tipping Point 15 // Vibration Story 16 //
Feel Tuborg 17 // Music 18 //

KEY ELEMENTS
At a Glance 20 // Bombastic Clockman Logo 21 // Bombastic Brandmark 32 // Logo Usage 42 // Talking
Clockman 45 // When to use Brandmarks 49 // Typography 50 // Vibe-ography 53 // Tuborg Green Colour
Palette 55 // Clockman Window 56 // Backgrounds 57 // Usage Overview 59 //

PRODUCT PORTFOLIO
Packaging Clockman 61 // At a Glance 62 // Line Extension 64 // Packshot Photography 70 // Packaging
Architecture 71 // Packaging File Approval 72 //

>> PROMOTIONAL SYSTEM

At a Glance 75 // Key Elements 75 // Colour Palette 77 // Packaging 79 //

PROPRIETARY & CONFIDENTIAL ©

POS MARKETING COMMS
E-Shop 93 // Logos & Application 94 // Vibe-ography 96 // Music Icons 101

LIBRARIES / INFO
Links 106

72
PROMOTIONAL SYSTEM // At a Glance

The Promotional system

relies on four key elements:
• ‘Bombastic Elastic’ shape
• Typography - ‘Promo-graphy’
• Colour balance
• Visual area

‘BOMBASTIC ELASTIC’ ‘PROMO-GRAPHY’

This is the core shape - manipulate to fit Typography used for key messages
different formats

35%

65%

PROPRIETARY & CONFIDENTIAL ©

COLOUR BALANCE VISUAL AREA
35% Promo Orange & 65% Generic Green Placement of bottle/glass etc

73
PROMOTIONAL SYSTEM // Key Elements

Typography -
‘Promo-graphy’
Rockwell Bold and Rockwell Extra Bold
are used for all core messages. Type
should be distorted in one of the three
following examples.

Example B

Example A

PROPRIETARY & CONFIDENTIAL ©

Example C

74
74
PROMOTIONAL SYSTEM // Key Elements

Message placement
All core messages should be contained
within the designated areas A,B and C
of the Elastic Bombastic shape.
Area B
Secondary Message
(eg. What you win or get)
Area A
Key Message
(eg. WIN, or 2 for 1)

SPONSOR LO
GO
SPONSOR
LOGO
SPONSO
R LOGO

PROPRIETARY & CONFIDENTIAL ©

Area C
Other Message
(eg. Other prizes, logo’s)

75
75
PROMOTIONAL SYSTEM // Colour Palette

ORANGE
PMS: 144
C: 0 M:48 Y:100 K:0
MID GREEN BLACK R:248 G:151 B:29
PMS: 370 C:0 M:0 Y:0 K:100
C:65 M:0 Y:100 K:42 R:0 G:0 B:0
R:56 G:124 B:43

LIGHT GREEN
PMS: 376
C:50 M:0 Y:100 K:0
WHITE
R:141 G:198 B:63
C:0 M:0 Y:0 K:0
R:255 G:255 B:255

PROPRIETARY & CONFIDENTIAL ©

76
76
PROMOTIONAL SYSTEM // Packaging_At a Glane

Example designs

SPONSOR LOGO
SMALL PRINT, SMALL PRINT
SMALL PRINT, SMALL PRINT

SPONSOR LOGO
SPONSOR
LOGO
SPONSO
R LOGO

Bottle Shrink 50cl Can Case

PROPRIETARY & CONFIDENTIAL ©

Tray Bottle Label

77
77
PROMOTIONAL SYSTEM // Packaging_Secondary_Bottle Shrink

Completed example

SPONSOR LO
GO
SPONSOR

PROPRIETARY & CONFIDENTIAL ©

LOGO
SPONSO
R LOGO

78
PROMOTIONAL SYSTEM // Packaging_Secondary_Bottle Shrink

Bombastic Elastic shape & placement – DOs & DON’Ts

Option B

Option A

Do stretch the Bombastic Elastic shape Do not use the Bombastic Elastic shape
across the entire width of the package in the vertical or diagonal position

Visual Area - (eg. glass or bottle takeover) – DOs & DON’Ts

PROPRIETARY & CONFIDENTIAL ©

Do place the glass/bottle to the left side of Do not place the glass/bottle behind the
the package. NB: Gift with purchase - add Bombastic Elastic shape
gift ie. glass

79
PROMOTIONAL SYSTEM // Packaging_Secondary_Bottle Shrink

Core message placement – DOs & DON’Ts

SPONSOR LOGO
SPONSOR
LOGO
SPONSO
R LOGO

SPONSOR LOGO
SPONSOR
LOGO
SPONSO
R LOGO

Do place core messaging within the three Do not place the core messaging
designated areas. The group can only be outside of the Bombastic Elastic shape
placed to the right side of the package

PROPRIETARY & CONFIDENTIAL ©

80
PROMOTIONAL SYSTEM // Packaging_Secondary_50cl Can

Completed example

SPONSOR LOGO
SMALL PRINT, SMALL PRINT
SMALL PRINT, SMALL PRINT

PROPRIETARY & CONFIDENTIAL ©

81
PROMOTIONAL SYSTEM // Packaging_Secondary_50cl Can

Bombastic Elastic shape & placement – DOs & DON’Ts

Do stretch the Bombastic Elastic shape Do not use the Bombastic Elastic shape
across the entire width of the package in the vertical or diagonal position

Visual Area - (logo) – DOs & DON’Ts

PROPRIETARY & CONFIDENTIAL ©

Do place the logo in front of Do not place the logo behind
the Bombastic Elastic shape the Bombastic Elastic shape

82
PROMOTIONAL SYSTEM // Packaging_Secondary_50cl Can

Core message placement – DOs & DON’Ts

SPONSOR LOGO
SMALL PRINT, SMALL PRINT
SMALL PRINT, SMALL PRINT

SPONSOR LOGO
SPONSOR
LOGO
SPONSO
R LOGO

Do place core messaging within the three Do not place the core messaging
designated areas. outside of the Bombastic Elastic shape

PROPRIETARY & CONFIDENTIAL ©

83
PROMOTIONAL SYSTEM // Packaging_Secondary_Case

Completed example

PROPRIETARY & CONFIDENTIAL ©

84
PROMOTIONAL SYSTEM // Packaging_Secondary_Case

Bombastic Elastic shape & placement – DOs & DON’Ts

Option B

Option A

The Bombastic Elastic shape should be Do not use the Bombastic Elastic shape
stretched across the entire width and wrap in the vertical or diagonal position
continuosly around the pack

Visual Area - (eg. bottle and/or gift) – DOs & DON’Ts

PROPRIETARY & CONFIDENTIAL ©

The bottle and/or free gift should always Do not place the bottle and/or free gift
be placed to the left side of the package behind the Bombastic Elastic shape

85
PROMOTIONAL SYSTEM // Packaging_Secondary_Case

Core message placement – DOs & DON’Ts

Do place core messaging within the three Do not place the core messaging
designated areas. outside of the Bombastic Elastic shape

PROPRIETARY & CONFIDENTIAL ©

86
PROMOTIONAL SYSTEM // Packaging_Secondary_Tray

Completed example

Example A

PROPRIETARY & CONFIDENTIAL ©

Example B

87
PROMOTIONAL SYSTEM // Packaging_Secondary_Tray

Bombastic Elastic shape & placement – DOs

The Bombastic Elastic shape should be stretched across the entire width or height of the tray -
it can be used in the horizontal or vertical position

Core message placement – DOs & DON’Ts

PROPRIETARY & CONFIDENTIAL ©

Do place core messaging within the Do not place the core messaging
three designated areas of the Bombastic outside of the Bombastic Elastic shape
Elastic shape

88
PROMOTIONAL SYSTEM // Packaging_Primary_Bottle Label

Completed example

PROPRIETARY & CONFIDENTIAL ©

89
PROMOTIONAL SYSTEM // Packaging_Primary_Bottle Label

Bombastic Elastic shape & placement – DOs & DON’Ts

Do stretch the Bombastic Elastic shape across Do not use the Bombastic Elastic
the entire width of the label shape in the vertical position

Core message placement – DOs & DON’Ts

PROPRIETARY & CONFIDENTIAL ©

Do place core messaging within the Do not show more than two core messages
two designated areas of the Bombastic
Elastic shape

90
 OVERVIEW
Tuborg Vision 04 // 3G – Turn Up the Volume 05 // The Tuborg DNA 06 //

INTRODUCING 3G
Brand Opener 08 // Brand Universe Wheel 09 // Design Strategy 10 //

CORE BRAND EQUITIES

At a Glance 12 // Brand Name 13 // Clockman Shape 14 // Tuborg Tipping Point 15 // Vibration Story 16 //
Feel Tuborg 17 // Music 18 //

KEY ELEMENTS
At a Glance 20 // Bombastic Clockman Logo 21 // Bombastic Brandmark 32 // Logo Usage 42 // Talking
Clockman 45 // When to use Brandmarks 49 // Typography 50 // Vibe-ography 53 // Tuborg Green Colour
Palette 55 // Clockman Window 56 // Backgrounds 57 // Usage Overview 59 //

PRODUCT PORTFOLIO
Packaging Clockman 61 // At a Glance 62 // Line Extension 64 // Packshot Photography 70 // Packaging
Architecture 71 // Packaging File Approval 72 //

PROMOTIONAL SYSTEM
At a Glance 75 // Key Elements 75 // Colour Palette 77 // Packaging 79 //

PROPRIETARY & CONFIDENTIAL ©

>> POS MARKETING COMMS
E-Shop 93 // Logos & Application 94 // Vibe-ography 96 // Music Icons 101

LIBRARIES / INFO
Links 106

91
POS & MERCHANDISING // E-Shop

http://www.ipb-carlsberggrouppos.com

PROPRIETARY & CONFIDENTIAL ©

92
POS & MERCHANDISING // Logos & Applications

Vinyl Stickers - Key elements

USAGE:
To be applied in high impact ares of
music venues and bars to create focus
points.
Examples include:
– Windows
– Mirrors
– Blackboards
– On floor around bar stools
– Around doors handles Bombastic Clockman logo
– On bar tops to fit around pint glasses
File is supplied as scalable vector and
can be produced at any size required.
PRODUCTION:
We recommend liaising with producers
of vinyl stickers to discuss suitable
substrate and adhesives.

PROPRIETARY & CONFIDENTIAL ©

We recommend liaising with venues
to discuss feasibility of applying vinyl
stickers.
COLOURS: Bombastic Clockman
Vinyl sticker can be outputted as black, mark
white or a Tuborg Green (TBC)

Typography

93
POS & MERCHANDISING // Logos & Applications

PROPRIETARY & CONFIDENTIAL ©

94
POS & MERCHANDISING // Vibe-ography

Floor sticker

USAGE:
To be applied to dance floors to provide
a focal point.
File is supplied as scalable vector and
can be produced at any size required
but should be large enough to have
impact - 1000mm minium width.
PRODUCTION:
We recommend liaising with producers
of vinyl stickers to discuss suitable
substrate and adhesives plus exploring
possibility of UV inks.
We recommend liaising with venues
to discuss feasibility of applying vinyl
stickers
COLOURS:
Tuborg greens (out of CMYK –TBC)

PROPRIETARY & CONFIDENTIAL ©

produced on transparent substrate.

95
POS & MERCHANDISING // Vibe-ography

Bar sticker

USAGE:
To be applied to table tops and bar tops
so pint glass can sit over the clockman.
File is supplied as scalable vector and
should be produced at any size required
but should fit approximate size of pint
glass.
PRODUCTION:
We recommend liaising with producers
of vinyl stickers to discuss suitable
substrate and adhesives plus exploring
possibility of UV inks.
We recommend liaising with venues
to discuss feasibility of applying vinyl
stickers
COLOURS:
Tuborg greens (out of CMYK –TBC)

PROPRIETARY & CONFIDENTIAL ©

produced on transparent substrate.

96
POS & MERCHANDISING // Vibe-ography

Door Handle sticker

USAGE:
Sticker to be applied adjacent to door
handles around venues and outlets
File is supplied as scalable vector and
can be produced at any size required to
match door handle.
PRODUCTION:
We recommend liaising with producers
of stickers to discuss suitable substrate
and adhesives. We recommend liaising
with venues to discuss feasibility of
applying stickers
COLOURS:
Tuborg greens (out of CMYK –TBC)
produced on transparent substrate.

PROPRIETARY & CONFIDENTIAL ©

Fridge/chiller door

Bar doors

97
POS & MERCHANDISING // Logos & Applications

Light Gobo Stencil

USAGE:
Metal gobo to be used on bar lighting
to project logo onto floor and walls.
File is supplied as scalable vector
and can be produced at any size
required. Outer Shape of Gobo should
be amended to ensure it fits lights as
required.
PRODUCTION:
We recommend liaising with light
designers and venues to ascertain
dimensions.
We recommend liaising with venues
to discuss feasibility of applying gobos
to lights.
COLOURS:
White or match to Tuborg Green (TBC) Outer shape should be Additional elements have

PROPRIETARY & CONFIDENTIAL ©

amended to fit lights as been added to logo to
through use of coloured bulbs or gels. required. secure counters.
This logo should only
be used to create light

98
POS & MERCHANDISING // Logos & Applications

Light Gobo Stencil

PROPRIETARY & CONFIDENTIAL ©

99
POS & MERCHANDISING // Music Icons

Wallpaper

USAGE:
Wallpaper to be applied full height to the
walls of venues.
Wallpaper features matte black
background with gloss varnish
illustration.
Repeated pattern allows several rolls of
wallpaper to tile across a wall
PRODUCTION:
We recommend liaising with printers to
discuss the best method of producing
matte black background with gloss black
illustrations.
We recommend liaising with venues to
discuss feasibility of installing wallpaper.
Illustration should be repeated vertically
to full length of roll.

PROPRIETARY & CONFIDENTIAL ©

100
POS & MERCHANDISING // Music Icons

Wall Panels

USAGE:
Full height matte black panels with gloss
illustration placed in key venues.
PRODUCTION:
We recommend liaising with printers to
discuss the best method of producing
matte black background with gloss black
illustrations.
We recommend liaising with venues
to discuss feasibility of installing wall
panels.

PROPRIETARY & CONFIDENTIAL ©

101
POS & MERCHANDISING // Music Icons

Vinyl Sticker – Microphone Handle on Door

USAGE:
To be applied on appropriate doors to
encourage customers to grab hold
and sing.
File is supplied as scalable vector and
can be produced at any size required.

PRODUCTION:
We recommend liaising with producers
of vinyl stickers to discuss suitable
substrate and adhesives.
We recommend liaising with venues
to discuss feasibility of applying vinyl
stickers.
COLOURS:
Vinyl sticker can be outputted as black,
white or a Tuborg Green (TBC)

PROPRIETARY & CONFIDENTIAL ©

102
POS & MERCHANDISING // Music Icons

Vinyl Sticker – Headphones on Mirror

USAGE:
To be applied on appropriate bathroom
mirrors to line up with the heads of
people when washing hands.
File is supplied as scalable vector and
can be produced at any size required.
PRODUCTION:
We recommend liaising with producers
of vinyl stickers to discuss suitable
substrate and adhesives.
We recommend liaising with venues
to discuss feasibility of applying vinyl
stickers.
COLOURS:
Vinyl sticker can be outputted as black,
white or a Tuborg Green (TBC)

PROPRIETARY & CONFIDENTIAL ©

103
 OVERVIEW
Tuborg Vision 04 // 3G – Turn Up the Volume 05 // The Tuborg DNA 06 //

INTRODUCING 3G
Brand Opener 08 // Brand Universe Wheel 09 // Design Strategy 10 //

CORE BRAND EQUITIES

At a Glance 12 // Brand Name 13 // Clockman Shape 14 // Tuborg Tipping Point 15 // Vibration Story 16 //
Feel Tuborg 17 // Music 18 //

KEY ELEMENTS
At a Glance 20 // Bombastic Clockman Logo 21 // Bombastic Brandmark 32 // Logo Usage 42 // Talking
Clockman 45 // When to use Brandmarks 49 // Typography 50 // Vibe-ography 53 // Tuborg Green Colour
Palette 55 // Clockman Window 56 // Backgrounds 57 // Usage Overview 59 //

PRODUCT PORTFOLIO
Packaging Clockman 61 // At a Glance 62 // Line Extension 64 // Packshot Photography 70 // Packaging
Architecture 71 // Packaging File Approval 72 //

PROMOTIONAL SYSTEM
At a Glance 75 // Key Elements 75 // Colour Palette 77 // Packaging 79 //

PROPRIETARY & CONFIDENTIAL ©

POS MARKETING COMMS
E-Shop 93 // Logos & Application 94 // Vibe-ography 96 // Music Icons 101

>> LIBRARIES / INFO

Links 106

104
LIBRARIES & INFO // Links

Brand World: http://www.tuborgbrandworld.com

Packagaing Artwork: http://mediabank.kp2.com

Promo Artwork: http://mediabank.kp2.com

POS Material (to buy): http://www.ipb-carlsberggrouppos.com

POS Material (to download): http://mediabank.kp2.com

Guidelines: http://www.tuborgbrandworld.com ALSO USE http://mediabank.kp2.com

Presentation Tools (ppt template, logos, images etc): http://www.tuborgbrandworld.com

PROPRIETARY & CONFIDENTIAL ©

105