Bodega Argento

📋 1 Guidelines

🔗 Connections

Sector

Drink

Region

Argentina

Guideline Year

2013

Language

English

Tags

Food beverage

Official Websites

Brand Guidelines

2013

Brand Summary

Mission
  • To offer a wine experience that embodies the essence of Argentina, connecting consumers to the country’s culture and lifestyle through sophisticated, expressive, and vibrant products [^1].
Core Values
  • Craft
  • Natural Resources
  • Generosity
  • Pleasure
  • Friendship
  • Cultural Identity
  • Authenticity [^2]
Target Audience
  • Wine drinkers seeking both internal discovery and external connection, regardless of their level of wine education, who value enriching experiences and cultural associations [^3].
Personality Traits
  • Sophisticated
  • Real
  • Proud
  • Sociable
  • Expressive
  • Vibrant
  • Stirring [^3][^2]
Visual Identity Overview
  • The visual identity centers on a monochrome, emblematic logo featuring a stylized ‘A’ with radiating lines and laurel branches, supported by strict logo usage rules, exclusion zones, and a premium, classic look and feel [^5].

Categories

Brand Imagery
  • Black and warm grey (primary option) The roundel and Bodega Argento must always be black; only the drop shadow behind Bodega Argento is Pantone Warm Grey 4.
  • Black 100%
  • Pantone Warm Grey 4.
  • When CMYK has to be used, use C=0, M=4, Y=9, K=24 in place of Pantone Warm Grey 4.
  • When monochrome is used, then all elements are to be 100% black.
  • The grey Bodega Argento drop shadow should be removed due to insufficient legibility.
  • This form of the logo must only be used against background colours light enough to hold enough contrast to maintain legibility. All rules of monochrome also apply when the roundel or Argento name is used alone.
  • All rules of monochrome also apply when the roundel is used alone.
  • When white out is used, the roundel and text is inverted to white and the drop shadow removed as shown.
  • This form of the logo must only be used against background colours strong and dark enough to hold enough contrast to maintain legibility
  • All rules of white out also apply when the roundel is used alone.
  • When the roundel is ALONE only, then it can change colour from 100% black (see right) to one of those specified below, or be used as white out (see previous page).
  • Roundel colour option 1: Pantone Warm Grey 4.
  • Process C M y K O 4 9 24 %
  • Roundel colour option 2: Pantone Cool Grey 4.
  • Pantone Cool Grey 4
  • Process C M y K 0 0 0 24 %
  • Roundel colour option 3: Kurz Alufin Mat Silver Foil.
  • When the roundel is used independently, then use over 25mm. 25mm No maximum size for Logo A roundel LogoB When the roundel is used independently, then use between 15mm to 24mm. 15mm 24mm LogoC When the roundel is used independently, then use between 4mm to 14mm 4mm I I 14mm
  • There are three versions of the Argento logo for use at different sizes. The relationship between the two or three elements of the logo must be the same as shown for all versions.
  • LogoA For use over 80mm wide as a whole unit.
  • No maximum size for Logo A
  • LogoB For use between 45mm to 79mm wide as a whole unit.
  • LogoC Minimum detail. For use between 15mm and 44 mm wide.
  • Remove grey drop shadow on ‘Bodega’
  • The ’exclusion zone’ refers to the area around the logo which must remain free from other copy to ensure that the logo is not obscured. As the diagram indicates, the ’exclusion zone’ is equal to that of the cap height of Argento.
  • The same exclusion zone applies when the logo is used without the strap line and when just the Argento type is used independently.
  • As the diagram indicates, when the roundel is to be used independently then the ’exclusion zone’ is equal to the distance between the two outer circles.
  • DO NOT change the type spacing of the logo
  • DO NOT change the relative sizes of the logo elements
  • DO NOT place the logo on patterned background
  • DO NOT change the fonts of the logo
  • DO NOT invert the specified logo colours
  • DO NOT place the logo on an angle
  • DO NOT distort the logo elements
  • DO NOT change the logo colours
  • DO NOT place a white logo on a pale background
Color Palette
  • Black and warm grey (primary option) The roundel and Bodega Argento must always be black; only the drop shadow behind Bodega Argento is Pantone Warm Grey 4.
  • Black 100%
  • Pantone Warm Grey 4.
  • When CMYK has to be used, use C=0, M=4, Y=9, K=24 in place of Pantone Warm Grey 4.
  • Process C M y K O 4 9 24 %
  • When monochrome is used, then all elements are to be 100% black.
  • The grey Bodega Argento drop shadow should be removed due to insufficient legibility.
  • This form of the logo must only be used against background colours light enough to hold enough contrast to maintain legibility. All rules of monochrome also apply when the roundel or Argento name is used alone.
  • All rules of monochrome also apply when the roundel is used alone.
  • When white out is used, the roundel and text is inverted to white and the drop shadow removed as shown.
  • This form of the logo must only be used against background colours strong and dark enough to hold enough contrast to maintain legibility
  • All rules of white out also apply when the roundel is used alone.
  • When the roundel is ALONE only, then it can change colour from 100% black (see right) to one of those specified below, or be used as white out (see previous page).
  • Roundel colour option 1: Pantone Warm Grey 4.
  • Roundel colour option 2: Pantone Cool Grey 4.
  • Roundel colour option 3: Kurz Alufin Mat Silver Foil.
  • DO NOT invert the specified logo colours
  • DO NOT change the logo colours
  • DO NOT place a white logo on a pale background
Typography
  • DO NOT change the type spacing of the logo
  • DO NOT change the relative sizes of the logo elements
  • DO NOT change the fonts of the logo
Logo Usage
  • Black and warm grey (primary option) The roundel and Bodega Argento must always be black; only the drop shadow behind Bodega Argento is Pantone Warm Grey 4.
  • Black 100%
  • Pantone Warm Grey 4.
  • When CMYK has to be used, use C=0, M=4, Y=9, K=24 in place of Pantone Warm Grey 4.
  • When monochrome is used, then all elements are to be 100% black.
  • The grey Bodega Argento drop shadow should be removed due to insufficient legibility.
  • This form of the logo must only be used against background colours light enough to hold enough contrast to maintain legibility. All rules of monochrome also apply when the roundel or Argento name is used alone.
  • All rules of monochrome also apply when the roundel is used alone.
  • When white out is used, the roundel and text is inverted to white and the drop shadow removed as shown.
  • This form of the logo must only be used against background colours strong and dark enough to hold enough contrast to maintain legibility
  • All rules of white out also apply when the roundel is used alone.
  • When the roundel is ALONE only, then it can change colour from 100% black (see right) to one of those specified below, or be used as white out (see previous page).
  • Roundel colour option 1: Pantone Warm Grey 4.
  • Process C M y K O 4 9 24 %
  • Roundel colour option 2: Pantone Cool Grey 4.
  • Pantone Cool Grey 4
  • Roundel colour option 3: Kurz Alufin Mat Silver Foil.
  • When the roundel is used independently, then use over 25mm.
  • LogoA When the roundel is used independently, then use over 25mm. 25mm No maximum size for Logo A roundel
  • LogoB When the roundel is used independently, then use between 15mm to 24mm. 15mm 24mm
  • LogoC When the roundel is used independently, then use between 4mm to 14mm 4mm I I 14mm
  • There are three versions of the Argento logo for use at different sizes. The relationship between the two or three elements of the logo must be the same as shown for all versions.
  • LogoA For use over 80mm wide as a whole unit.
  • No maximum size for Logo A
  • LogoB For use between 45mm to 79mm wide as a whole unit.
  • LogoC Minimum detail. For use between 15mm and 44 mm wide.
  • Remove grey drop shadow on ‘Bodega’
  • The ’exclusion zone’ refers to the area around the logo which must remain free from other copy to ensure that the logo is not obscured. As the diagram indicates, the ’exclusion zone’ is equal to that of the cap height of Argento.
  • The same exclusion zone applies when the logo is used without the strap line and when just the Argento type is used independently.
  • As the diagram indicates, when the roundel is to be used independently then the ’exclusion zone’ is equal to the distance between the two outer circles.
  • DO NOT change the type spacing of the logo
  • DO NOT change the relative sizes of the logo elements
  • DO NOT place the logo on patterned background
  • DO NOT change the fonts of the logo
  • DO NOT invert the specified logo colours
  • DO NOT place the logo on an angle
  • DO NOT distort the logo elements
  • DO NOT change the logo colours
  • DO NOT place a white logo on a pale background
Tone And Messaging
  • Argento is one of those products that has a very simple story. It is entwined with its country of origin in the same way that Peroni beer is intrinsically Italian, Evian is French and Vegimite is Australian. When you buy Argento you buy Argentina and when we sell Argento we sell Argentina.
  • The characteristics of the wine are very Argentine and drinking it is like drinking-in Argentina. It is sophisticated, real, proud, sociable, expressive, vibrant and stirring. Argento represents a wonderful opportunity for the uneducated or educated wine drinker to enjoy a sophisticated drink that carries lots of exciting and emotive cultural associations; it’s a glass of (Argentine) life.
  • To bring the Argento brand to life, we need to understand what it is like, what it cares about and the experience that consumers have when they engage with it.
  • the Art of living An optimistic and passionate respect for life and the things that really matter.
  • A glAss of Argentine life – An enriching experience from a glass of Argentine life.
  • Internal search and external discovery (a desire to learn who they are and connect to people/brands that help them navigate the world).
  • What will we never compromise? Craft, Natural Resources, Generosity, Pleasure, Friendship, Cultural Identity, Authenticity.
  • What is the brand like to meet at a party? Sophisticated, Real, Proud, Sociable, Expressive, Vibrant, Stirring.
Brand Values
  • Argento is one of those products that has a very simple story. It is entwined with its country of origin in the same way that Peroni beer is intrinsically Italian, Evian is French and Vegimite is Australian. When you buy Argento you buy Argentina and when we sell Argento we sell Argentina.
  • The characteristics of the wine are very Argentine and drinking it is like drinking-in Argentina. It is sophisticated, real, proud, sociable, expressive, vibrant and stirring. Argento represents a wonderful opportunity for the uneducated or educated wine drinker to enjoy a sophisticated drink that carries lots of exciting and emotive cultural associations; it’s a glass of (Argentine) life.
  • the Art of living An optimistic and passionate respect for life and the things that really matter.
  • A glAss of Argentine life – An enriching experience from a glass of Argentine life.
  • Internal search and external discovery (a desire to learn who they are and connect to people/brands that help them navigate the world).
  • What will we never compromise? Craft, Natural Resources, Generosity, Pleasure, Friendship, Cultural Identity, Authenticity.
  • What is the brand like to meet at a party? Sophisticated, Real, Proud, Sociable, Expressive, Vibrant, Stirring.
Visual Style
  • Black and warm grey (primary option) The roundel and Bodega Argento must always be black; only the drop shadow behind Bodega Argento is Pantone Warm Grey 4.
  • Black 100%
  • Pantone Warm Grey 4.
  • When CMYK has to be used, use C=0, M=4, Y=9, K=24 in place of Pantone Warm Grey 4.
  • When monochrome is used, then all elements are to be 100% black.
  • The grey Bodega Argento drop shadow should be removed due to insufficient legibility.
  • This form of the logo must only be used against background colours light enough to hold enough contrast to maintain legibility. All rules of monochrome also apply when the roundel or Argento name is used alone.
  • All rules of monochrome also apply when the roundel is used alone.
  • When white out is used, the roundel and text is inverted to white and the drop shadow removed as shown.
  • This form of the logo must only be used against background colours strong and dark enough to hold enough contrast to maintain legibility
  • All rules of white out also apply when the roundel is used alone.
  • When the roundel is ALONE only, then it can change colour from 100% black (see right) to one of those specified below, or be used as white out (see previous page).
  • Roundel colour option 1: Pantone Warm Grey 4.
  • Process C M y K O 4 9 24 %
  • Roundel colour option 2: Pantone Cool Grey 4.
  • Pantone Cool Grey 4
  • Process C M y K 0 0 0 24 %
  • Roundel colour option 3: Kurz Alufin Mat Silver Foil.
  • When the roundel is used independently, then use over 25mm. 25mm No maximum size for Logo A roundel LogoB When the roundel is used independently, then use between 15mm to 24mm. 15mm 24mm LogoC When the roundel is used independently, then use between 4mm to 14mm 4mm I I 14mm
  • There are three versions of the Argento logo for use at different sizes. The relationship between the two or three elements of the logo must be the same as shown for all versions.
  • LogoA For use over 80mm wide as a whole unit.
  • No maximum size for Logo A
  • LogoB For use between 45mm to 79mm wide as a whole unit.
  • LogoC Minimum detail. For use between 15mm and 44 mm wide.
  • Remove grey drop shadow on ‘Bodega’
  • The ’exclusion zone’ refers to the area around the logo which must remain free from other copy to ensure that the logo is not obscured. As the diagram indicates, the ’exclusion zone’ is equal to that of the cap height of Argento.
  • The same exclusion zone applies when the logo is used without the strap line and when just the Argento type is used independently.
  • As the diagram indicates, when the roundel is to be used independently then the ’exclusion zone’ is equal to the distance between the two outer circles.
  • DO NOT change the type spacing of the logo
  • DO NOT change the relative sizes of the logo elements
  • DO NOT place the logo on patterned background
  • DO NOT change the fonts of the logo
  • DO NOT invert the specified logo colours
  • DO NOT place the logo on an angle
  • DO NOT distort the logo elements
  • DO NOT change the logo colours
  • DO NOT place a white logo on a pale background
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