BRANDBOOK

guidelines
Welcome to the EXE Beverage book.
NOITCUDORTNI
eb ot selpicnirp cisab eht sehsilbatse tI .egareveB exE eht fo ytitnedi lausiv eht stneserp ret rahc cihparg sihT
We
egahave
mi elbcreated
asingocethis document
r a dn arb eht evigas
otasiguide
esopruand
p stIinspiration for
. s t c u d or p n o anyone
i ta c inummois
c commissioning,
fo egnar eritne ehtwriting,
ot d e i l p p a
designing or
r o f n o i taripproducing
sni dna ediuEXE
g a sabranded
tnemucocommunications.
d siht detaerc evah eW .gnitacinummoc nehw eciov tnerehoc a dna
.snoitacinummoc dednarb egareveB exE gnicudorp ro gningised , gnitirw , gninoissimmoc si enoyna
This document contains a summary of the thinking behind our brand, an overview of our
n a dna elystyle
creative ts evitand
aercan
ruoexplanation
fo weivrevo nof
a ,the
dnarbasic
b ruo d niheb gnikof
elements nihour
t ehidentity.
t fo yramm us abrand
Our sniatnis
occrucial
tnemucto
od sihT
rof seripsa ti hcihw maerd a sah dnarb a ,nosrep a ot ralimiS .ytitnedi ruo fo stnemele cisab eht fo noitanalpxe
the performance of our business, so please take a few minutes to have a look through.
.ytilannosrep sti gnitcefler si hcihw noisserpxe na sruoivaheb ti gnittes era hcihw seulav dna sfeileb

Similar to a person, a brand has a dream which aspires for beliefs and values that are setting its
behavior as an expression to reflect its personality.
0.1 Table of content
 NOITCUDORTNI
eb ot selpicnirp cisab eht sehsilbatse tI .egareveB exE eht fo ytitnedi lausiv eht stneserp ret rahc cihparg sihT
01. EXEeBeverage
gami elbasingocer a dnarb eht evig o01.
t si EXE
esopWater
rup stI .stcudorp noitacinummoc fo 01.egna r eriVitamin
EXE tne eht oWater
t deilppa
rof noitaripsni dna ediug a sa tnemucod siht detaerc evah eW .gnitacinummoc nehw eciov tnerehoc a dna
04. introduction 04. introduction 04. introduction
.snoitacinummoc dednarb egareveB exE gnicudorp ro gningised , gnitirw , gninoissimmoc si enoyna
05. clear space and minimum size 05. clear space and minimum size 05. clear space and minimum size
06. signature
na dna elyts evitaerc ruo fo weivrevo n06.
a ,dsignature
narb ruo dniheb gnikniht eht fo yrammus06. a snsignature
ia tnoc tnemucod sihT
07. negative
rof serversion
ipsa ti hcihw maerd a sah dnarb07.a ,nnegative
osrep a oversion
t ralimiS .ytitnedi ruo fo stneme07.
le cinegative
sab eht foversion
noitanalpxe
08. contruction .ytilannosrep sti gnitcefler s08.
i hccontruction
ihw noisserpxe na sruoivaheb ti gnittes er08.
a hc ihw seulav dna sfeileb
contruction
 1.1 Logo design

1.
This graphic charter presents the visual identity of the ROOT. It establishes the basic
principles to be applied to the entire range of communication products. Its purpose
is to give the brand a recognisable image and a coherent voice when communicating.
We have created this document as a guide and inspiration for anyone is
commissioning, writing, designing or producing ROOT branded communications.

This document contains a summary of the thinking behind our brand, an overview of
our creative style and an explanation of the basic elements of our identity. Similar to
a person, a brand has a dream which it aspires for beliefs and values which are
setting it behaviours an expression which is reflecting its personnality.

1.
As the ROOT business charges forward - entering new markets, reaching out to new customers, expanding
globally- it is essential that the brand grow with it. We want to make sure that the brand captures new audiences
while keeping existing customers loyal and happy. This book will help you envision how the ROOT is evolving
and will serve as a guide for implementing the ROOT Identity System, both inside and outside the company.

Great companies are build on So what is a brand? Simply put, a Ideally, our customers’
strong brands that influence brand is a constellation of perceptions of ROOT should align
customer choice and build experiences perceived in the with our own aspirations. We
loyalty. A strong brand is a heart and mind of the customer. aspire to be a company that
competitive asset- one that can Every time a customer engages brings the most innovative
improve market position and with your company, these technology in the world. When our
contribute to company experiences grow. For employees, customers share that vision, out
profitability. When the essence the brand premise is reflected in branding efforts will be successful.
of a brand is understood within a their daily work experience. Our To reach that goal requires active
company, it can serve as a source brand is a primise we make to our and purposeful brand
of inspiration, excitement, and customers- a promise we strive to management. We begin by
employee satisfaction. fulfill at every point of customer defining what out aspirations are,
interaction. these are the perceptions we want
our customers to have.
 Within the framework of this book are the elements you need to articulate the brand. What you will find are all the tools you need to
deliver a range of visual expression. As you determine what story to tell and how you want to tell it, you can rely on the components of
this book to empower inspiration.

Know your audience and design Evolution not revolution A system designed for flexibility
for them

You know your audience best. So At first glance, the new ROOT When your brand it’s working with
it’s up to you to decide on the Brand Identity System looks technology, you know the only
lock and feel that best suits your revolutionary, It’s bold, constant is change. To stay
channel and its communications. attention-getting, and surprising. relevant in this landscape, the
Once you decide on what you And it’s designed to evolve far into ROOT brand must change to keep
want to say and how you want to the future. So we suggest pace with our business needs. To
say it, you’ll be supported at implementing the system in adapt, we’ve created an identity
every turn with a visual system incremental, evolutionary steps. system designed to evolve.
built to cater to your needs. The Not all the elements of the identity Vibrant, exciting, and
flexible tools included in this have to be launched in one fell forward-thinking, our visual
design system will empower you swoop. In fact, we’ve got a system is flexible enough to let
to build communications to considerable amount of brand you build Enterprise
reach the diverse ROOT equity invested in our former communications that are
audience. brand system and graphic identity. dynamic, or create Consumer
messaging that is clean, simple,
and elegant.
The standard logo is the main
logo of the exe and it will be
used just as horizontal
signature, without any
variations.

logotype

The exe logo exists in

different versions: positive,
negative, bordered for web
and print- positive, negative.
All of which are available in 3
different formats (odf
editable, jpg, png). logo signature
The logotype has been designed
to clarity and simplicity and to
express confidence and
modernity.

Made special for the logo, the

typeface its open, rounded style
us accessible, yet authoritative.
The line wright and length, and
the relationship between the
letter forms have been specially
created for exe beverage, and
the logotype should only be
reproduced from the specially
developed artwork file.
 
To avoid confusion, the Do not use shadow Do not change the typeface style Do not change the colour
logo’s use should conform under the letters of the logo
to prescribed specifications
and should not be
manipulated in any way.

As described in the
examples attached, the logo
should not be surrounded
by a decorative border, Do not use gradients Do not add other graphic elements Do not extrude the logo
used with background to the logo
shapes, used with other
wording, include substitute

.com
wording, use shifted
element placement,
incorporate substitute
typefaces or created with
changed proportions.
Do not add text to the logo Do not fill the logo with an Do not distort the logo
image or texture
 X 9X X

To ensure that the logo always had the greatest

impact, it is important to provide an area of clear

X
space around it.

The minimum exclusion zone is shown here, but when

possible, this clear space should be increased to allow
the logo to visually sit well in relation to other graphical
elements. No other graphical object should appear

5X
within the exclusion zone.

The Minimum size has been carefully established

to ensure our logo is reproduced correctly in

X
smaller sizes. At Minimum size, the logo is still
clearly legible and provides a strong level of
identification. When using a lower-quality printing
technique (i.e. screenprinting ), it is recommended
that the logo be used in a larger size.

10mm
Black is visually heavy. Its
message is therefore very
strong. Black’s most GREY300 GREY500 GREY500
common association is
power, authority and
strength. It is for this reason RGB: 139/195/74 RGB: 139/195/74 RGB: 139/195/74
CMYK: 51/2/94/0 CMYK: 51/2/94/0 CMYK: 51/2/94/0
that too much black can WEB: #B2DFDB WEB: #B2DFDB WEB: #B2DFDB
become overwhelming.
Other associations of black
include intelligence,
professionalism, mourning
and mystery. As a deep and
serious color, black can
direct communication in a
powerful way. Black is very
serious. It represents
wealth elegance and
BLACK GREY700 BLUEGREY500
sophistication.

RGB: 139/195/74 RGB: 139/195/74 RGB: 139/195/74

CMYK: 51/2/94/0 CMYK: 51/2/94/0 CMYK: 51/2/94/0
WEB: #B2DFDB WEB: #B2DFDB WEB: #B2DFDB
Designer Sebastian Lester
describes his Neo Sans type
collection as “legible without
being neutral, nuanced without
being fussy, and expressive
without being distracting.” abcdefghijklmnopqrstuvwxyz
NeoSans regular
Featuring rounded, square sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ
letterforms, the Neo Sans family
is available in six weights, abcdefghijklmnopqrstuvwxyz
ranging from light to ultra, with NeoSans medium
companion italics. Its
ABCDEFGHIJKLMNOPQRSTUVWXYZ
forward-looking personality
makes it an excellent choice for abcdefghijklmnopqrstuvwxyz
branding projects, as well as for NeoSans medium italic
editorial or publication design. ABCDEFGHIJKLMNOPQRSTUVWXYZ
Pair the Neo Sans collection with
a serif design for interesting
abcdefghijklmnopqrstuvwxyz
typographic contrast; for more Neo Sans Bold
direct continuity, consider the ABCDEFGHIJKLMNOPQRSTUVWXYZ
typeface’s sister design—the
Neo Tech family also from
Lester, available in six weights
with matching italics.
 2.1 Logo design

1.
This graphic charter presents the visual identity of the ROOT. It establishes the basic
principles to be applied to the entire range of communication products. Its purpose
is to give the brand a recognisable image and a coherent voice when communicating.
We have created this document as a guide and inspiration for anyone is
commissioning, writing, designing or producing ROOT branded communications.

This document contains a summary of the thinking behind our brand, an overview of
our creative style and an explanation of the basic elements of our identity. Similar to
a person, a brand has a dream which it aspires for beliefs and values which are
setting it behaviours an expression which is reflecting its personnality.

1.
The standard logo is the main
logo of the exe and it will be
used just as horizontal
signature, without any
variations. isotype

The exe logo exists in

different versions: positive,
negative, bordered for web logotype
and print- positive, negative.
All of which are available in 3
different formats (odf
editable, jpg, png).

logo signature
The logotype has been designed to
clarity and simplicity and to
express confidence and modernity.

Made special for the logo, the

typeface its open, rounded style us
accessible, yet authoritative. The
line wright and length, and the
relationship between the letter
forms have been specially created
for exe, and the logotype should
only be reproduced from the
specially developed artwork file.

exe has a specially designed symbol. It

represents the intersection,
connection and the complexity of the
cell.

The symbol acts as out signature

and can introduce or sign off
communication and, as a general
rule, sits apart from the logotype.
 Do not use shadow Do not change the font style Do not change the isotype Do not change the colour
To avoid confusion, the under the letters of the logo
logo’s use should conform
to prescribed specifications
and should not be
manipulated in any way.

As described in the
examples attached, the logo
should not be surrounded Do not use gradients Do not add other graphic elements Do not extrude the logo Do not change the
by a decorative border, used to the logo typeface
with background shapes,
used with other wording,
include substitute wording,
use shifted element
placement, incorporate WAT E R
substitute typefaces or
created with changed Do not use logotype without Do not fill the logo with an Do not distort the logo Do not add text to the logo
proportions. the isotype image or texture
 X 9X X

X
To ensure that the logo always had the greatest impact, it is
important to provide an area of clear space around it.

5X
The minimum exclusion zone is shown here, but when possible,
this clear space should be increased to allow the logo to visually
sit well in relation to other graphical elements. No other
graphical object should appear within the exclusion zone.

X
The Minimum size has been carefully established to
ensure our logo is reproduced correctly in smaller sizes.
At Minimum size, the logo is still clearly legible and
provides a strong level of identification. When using a
lower-quality printing technique (i.e. screenprinting), it is
recommended that the logo be used in a larger size. 10mm
Black is visually heavy. Its
message is therefore very
strong. Black’s most
common association is
power, authority and
strength. It is for this reason
that too much black can
become overwhelming.
Other associations of black
include intelligence,
professionalism, mourning
and mystery. As a deep and
serious color, black can
direct communication in a
powerful way. Black is very
serious. It represents wealth
elegance and
sophistication.
Galano Classic (2014) is the
display companion of the Galano
Grotesque family. It is described by
a moderate x-height and details
abcdefghijklmnopqrstuvwxyz
like the long stretched leg of Galano classic light
uppercase 'R', as well as the ABCDEFGHIJKLMNOPQRSTUVWXYZ
traditional shaped lowercase 'g', to
mention a few details only. Galano
Classic, compared to Galano abcdefghijklmnopqrstuvwxyz
Galano classic light italic
Grotesque, includes lots of ABCDEFGHIJKLMNOPQRSTUVWXYZ
redesigned glyphs and
consequently adjusted kerning
pairs, an extended number of abcdefghijklmnopqrstuvwxyz
Galano classic regular
alternative characters, ligatures ABCDEFGHIJKLMNOPQRSTUVWXYZ
and opentype features to match a
great many design applications. It
comes in 10 different weights with abcdefghijklmnopqrstuvwxyz
matching italics containing 555 Galano classic regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
glpyhs per font. Although Galano
Classic was planned to be the
display version of Galano
Grotesque, it feels great in small
sizes and long text passages, too.
Lorem ipsum dolor sit
amet, consectetuer
adipiscing elit, sed diam
nonummy nibh euismod
tincidunt ut laoreet dolore TEAL100 TEAL200 TEAL300 TEAL400
magna aliquam erat
volutpat. Ut wisi enim ad
minim veniam, quis RGB: 178/223/219 RGB: 128/203/196 RGB: 77/182/172 RGB: 728/166/154
nostrud exerci tation CMYK: 29/0/15/0 CMYK: 49/1/27/0 CMYK: 67/6/39/0 CMYK: 77/12/46/0
ullamcorper suscipit WEB: #B2DFDB WEB: #80CBC4 WEB: #4DB6AC WEB: #26A69A
lobortis nisl ut aliquip ex
ea commodo consequat.
Duis autem vel eum iriure
dolor in hendrerit in
vulputate velit esse
molestie consequat, vel
illum dolore eu feugiat
nulla facilisis at vero eros TEAL500 TEAL600 TEAL700 TEAL800
et accumsan et iusto odio
dignissim qui blandit
praesent luptatum zzril RGB: 0/150/136 RGB: 0/137/123 RGB: 0/121/107 RGB: 0/105/92
delenit augue duis dolore CMYK: 83/19/53/2 CMYK: 85/25/58/6 CMYK: 87/31/14 CMYK: 89/37/66/23
WEB: #009688 WEB: #00897B WEB: #00796B WEB: #00695C
 TEAL900 GREY300 GREY500 GREY700

RGB: 0/77/64 RGB: 139/195/74 RGB: 139/195/74 RGB: 139/195/74

CMYK: 90/45/72/43 CMYK: 51/2/94/0 CMYK: 51/2/94/0 CMYK: 51/2/94/0
WEB: #004D40 WEB: #B2DFDB WEB: #B2DFDB WEB: #B2DFDB

BLUEGREY500 BLACK BLUEGREY500 BLACK

RGB: 139/195/74 RGB: 139/195/74 RGB: 139/195/74 RGB: 139/195/74

CMYK: 51/2/94/0 CMYK: 51/2/94/0 CMYK: 51/2/94/0 CMYK: 51/2/94/0
WEB: #B2DFDB WEB: #B2DFDB WEB: #B2DFDB WEB: #B2DFDB
 2.2 Packaging design

1.
This graphic charter presents the visual identity of the ROOT. It establishes the basic
principles to be applied to the entire range of communication products. Its purpose
is to give the brand a recognisable image and a coherent voice when communicating.
We have created this document as a guide and inspiration for anyone is
commissioning, writing, designing or producing ROOT branded communications.

This document contains a summary of the thinking behind our brand, an overview of
our creative style and an explanation of the basic elements of our identity. Similar to
a person, a brand has a dream which it aspires for beliefs and values which are
setting it behaviours an expression which is reflecting its personnality.

1.
 slogan slogan slogan

slogan slogan slogan

slogan slogan slogan

slogan slogan slogan

apă de izvor apă minerală naturală

decarbogazificată parțial apă de izvor
carbogazificată înbuteliată la sursă
Meștesești Harghita carbogazificată

1,5 L
1,5 L
0,5 L
0,5 L
 slogan slogan slogan

slogan slogan slogan

apă minerală naturală

necarbogazoasă

înbuteliată la sursă
Meștesești Harghita

apă minerală naturală

necarbogazoasă

înbuteliată la sursă
Meștesești Harghita

slogan slogan slogan

5L

apă minerală naturală

necarbogazoasă

înbuteliată la sursă
Meștesești Harghita

2L

0,5 L
 slogan slogan slogan
slogan slogan slogan

slogan slogan slogan

apă minerală naturală

necarbogazoasă

înbuteliată la sursă
Meștesești Harghita

apă minerală naturală

necarbogazoasă

înbuteliată la sursă
Meștesești Harghita

slogan slogan slogan

slogan slogan slogan

5L
apă minerală naturală
necarbogazoasă

înbuteliată la sursă

apă de izvor
Meștesești Harghita

carbogazificată

1,5 L 2L
0,5 L
0,5 L
3.1 Logo design
This graphic charter presents the visual identity of the ROOT. It establishes the basic
principles to be applied to the entire range of communication products. Its purpose
is to give the brand a recognisable image and a coherent voice when communicating.
We have created this document as a guide and inspiration for anyone is
commissioning, writing, designing or producing ROOT branded communications.

This document contains a summary of the thinking behind our brand, an overview of
our creative style and an explanation of the basic elements of our identity. Similar to
a person, a brand has a dream which it aspires for beliefs and values which are
setting it behaviours an expression which is reflecting its personnality.
The standard logo is the main
logo of the exe and it will be
used just as horizontal
signature, without any isotype
variations.

The exe logo exists in logotype

different versions: positive,
negative, bordered for web
and print- positive, negative.
All of which are available in 3
different formats (odf
editable, jpg, png). logo signature
The logotype has been designed to
clarity and simplicity and to
express confidence and modernity.

Made special for the logo, the

typeface its open, rounded style us
accessible, yet authoritative. The
line wright and length, and the
relationship between the letter
forms have been specially created
for exe, and the logotype should
only be reproduced from the
specially developed artwork file.

exe has a specially designed symbol. It

represents the intersection,
connection and the complexity of the
cell.

The symbol acts as out signature

and can introduce or sign off
communication and, as a general
rule, sits apart from the logotype.
 Do not use shadow Do not change the Do not change the isotype Do not change the colour
To avoid confusion, the
under the letters typeface style of the logo
logo’s use should conform
to prescribed
specifications and should
not be manipulated in any
way.

As described in the
examples attached, the
logo should not be Do not use gradients Do not add other graphic Do not extrude the logo Do not interpret the isotype
surrounded by a elements to the logo
decorative border, used
with background shapes,
used with other wording,
include substitute wording,
use shifted element
placement, incorporate
VITAMIN WATER
substitute typefaces or
created with changed Do not use logotype Do not fill the logo with an Do not distort the logo Do not add text to the logo
proportions. without the isotype image or texture
 X 9X X

X
To ensure that the logo always had the greatest
impact, it is important to provide an area of clear
space around it.

5X
The minimum exclusion zone is shown here, but
when possible, this clear space should be increased
to allow the logo to visually sit well in relation to
other graphical elements. No other graphical object
should appear within the exclusion zone.

X
The Minimum size has been carefully
established to ensure our logo is reproduced
correctly in smaller sizes. At Minimum size, the
logo is still clearly legible and provides a
strong level of identification. When using a
lower-quality printing technique (i.e.
screenprinting), it is recommended that the
logo be used in a larger size.
10mm
Black is visually heavy. Its
message is therefore very
strong. Black’s most
common association is
power, authority and
strength. It is for this reason
that too much black can
become overwhelming.
Other associations of black
include intelligence,
professionalism, mourning
and mystery. As a deep and
serious color, black can
direct communication in a
powerful way. Black is very
serious. It represents wealth
elegance and
sophistication.
 abcdefghijklmnopqrstuvwxyz
Ahkio is a brushed Ahkio Thin
disconnected script family of ABCDEFGHIJKLMNOPQRSTUVWXYZ
5 fonts. Ahkio’s roots are in
1930s sign painting and
showcard lettering but with a abcdefghijklmnopqrstuvwxyz
modern and individual twist. Ahkio Light
Main characteristics are soft, ABCDEFGHIJKLMNOPQRSTUVWXYZ
rounded forms and a bit
curved stems. Ahkio is a
friendly and gentle font that
suits well in titles, packages, abcdefghijklmnopqrstuvwxyz
Ahkio Regular
logos and for example
posters. 5 weights makes
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Ahkio a versatile font that
gives you a possibility to add
contrast and interest to your abcdefghijklmnopqrstuvwxyz
typography. Ahkio Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
 RED800

RGB: 201/50/52
CMYK: 15/95/87/4
WEB: #C93234
LIGHTGREEN500 LIME600 YELLOW600 AMBER600 ORANGE600 DEEPORNG400

RGB: 139/195/74 RGB: 192/202/51 RGB: 253/216/53 RGB: 255/179/0 RGB: 251/140/0 RGB:255/112/67
CMYK: 51/2/94/0 CMYK: 29/7/94/0 CMYK: 2/12/89/0 CMYK: 0/33/100/0 CMYK: 0/54/100/0 CMYK: 0/70/78/0
WEB: #8BC34A WEB: #C0CA33 WEB: #FDD835 WEB: #FFB300 WEB: #FB8C00 WEB: #B71C1C

DEEPORNG600 GREY300 GREY500 GREY700 BLUEGREY500 BLACK

RGB: 244/81/30 RGB: 244/244/244 RGB: 158/158/158 RGB: 97/97/97 RGB: 96/125/139 RGB: 0/0/0
CMYK: 0/83/100/0 CMYK: 11/8/9/0 CMYK: 41/33/33/1 CMYK: 61/53/52/23 CMYK: 67/42/36/6 CMYK: 0/0/0/100
WEB: #F4511E WEB: #E0E0E0 WEB: #9E9E9E WEB: #616161 WEB: #607D8B WEB: #000000
3.2 Packaging design
This graphic charter presents the visual identity of the ROOT. It establishes the basic
principles to be applied to the entire range of communication products. Its purpose
is to give the brand a recognisable image and a coherent voice when communicating.
We have created this document as a guide and inspiration for anyone is
commissioning, writing, designing or producing ROOT branded communications.

This document contains a summary of the thinking behind our brand, an overview of
our creative style and an explanation of the basic elements of our identity. Similar to
a person, a brand has a dream which it aspires for beliefs and values which are
setting it behaviours an expression which is reflecting its personnality.
 Refresh
Refresh Refresh Refresh

Banana Colada Banana Colada Banana Colada

Fortified with These Fortified with These Fortified with These
Essential Vitamins and Calcium Essential Vitamins and Calcium Essential Vitamins and Calcium
 Refresh

Banana Colada
Fortified with These
Essential Vitamins and Calcium
 NOITCUDORTNI
eb ot selpicnirp cisab eht sehsilbatse tI .egareveB exE eht fo ytitnedi lausiv eht stneserp ret rahc cihparg sihT
egami elbasingocer a dnarb eht evig ot si esoprup stI .stcudorp noitacinummoc fo egnar eritne eht ot deilppa
rof noitaripsni dna ediug a sa tnemucod siht detaerc evah eW .gnitacinummoc nehw eciov tnerehoc a dna
.snoitacinummoc dednarb egareveB exE gnicudorp ro gningised , gnitirw , gninoissimmoc si enoyna

na dna elyts evitaerc ruo fo weivrevo na ,dnarb ruo dniheb gnikniht eht fo yrammus a sniatnoc tnemucod sihT
rof seripsa ti hcihw maerd a sah dnarb a ,nosrep a ot ralimiS .ytitnedi ruo fo stnemele cisab eht fo noitanalpxe
.ytilannosrep sti gnitcefler si hcihw noisserpxe na sruoivaheb ti gnittes era hcihw seulav dna sfeileb
www.exebeverage.com
exebeverage.com