Bombay Sapphire

Official Websites

• https://www.bombaysapphire.com
• https://www.bombaysapphire.com/us/en/homepage

Brand Guidelines

2018

Brand Summary

Mission

• To inspire creative self-expression.

Core Values

• Exquisite
• Avant-garde
• Worldly

Target Audience

• Individuals who value creativity, innovation, and sophistication, seeking a versatile gin that allows for personal expression and experimentation.

Personality Traits

• Confident
• Inspiring
• Spirited
• Charismatic
• Empowering

Visual Identity Overview

• The visual identity is defined by a light blue core color, supported by mid blue, navy, white, and copper accents. It features geometric patterns, a prominent sapphire icon, elegant typography, and imagery that is bright, colorful, and subtly blue-toned, all conveying creativity, modernity, and premium quality.

Categories

Brand Voice

• Our personality is made up of our essence and our tone of voice. It determines how we think and what we say and, therefore, how we’re understood by those around us.
• We make sure our personality is clearly present in every one of our touchpoints.
• Our tone of voice plays a crucial role in how others perceive us as a brand. We use our tone to speak to different people for different purposes, while always staying true to our essence and values.

Brand Imagery

• Once treated, photography should feel bright, colourful and have a subtle blue tone throughout.
• Try to use photography that contains interesting reflections or light play, to give a link to light interacting with our sapphire and our bottle.
• Reduce the white point value to make sure the image is bright, but not over-exposed.
• Use selective colour to increase the amount of cyan in the neutrals. This shifts the overall tone of the image towards our blue.
• Use the brush tool to add subtle blue tints to the background. It’s best to use our mid blue and set the layer to overlay.

Color Palette

• We lead with our light blue.
• It’s designed to make our bottle stand out. Bright, airy, optimistic and modern, our light blue is the core primary colour across our brand.
• Our light blue sits alongside three additional core Bombay colours in our palette. Vibrant mid blue, is based on our bottle and works beautifully as a bright accent. Navy, helps to change the pace and create contrast, and pure white offers balance.
• To offset our primary palette, we use a rich copper metallic. It adds warmth and links directly to our copper stills in Laverstoke.
• RGB 255 / 255 / 255 HEX #FFFFFF LIGHT BLUE PMS 635 CMYK 30 / 0 / 5 / 0 RGB 181 / 244 / 253 HEX #B5F4FD COPPER METALLIC PMS 8022 Foilco 6731 MID BLUE PMS 2995 CMYK 90 / 0 / 0 / 0 RGB 0 / 195 / 242 HEX #00C3F2
• Metallic copper is a luxury accent that we use in moderation. It should be the most restrained material on any application.
• In print, copper is best used for the keylines of our Brand Pattern, or applied to the edges of stationery and cocktail menus. Copper foil is the ideal finish: adding a premium, reflective detail. When foiling isn’t available, we should use the metallic Pantone 8022.
• Ifwe can’t use foil or print the Pantone, we shouldn’t print the copper at all.
• We also use copper for structures or surfaces to elevate environments. It should be used to add a premium touch, and therefore should never be faked or over-used.
• Copper should only ever be reproduced in foil or metallic Pantone in print. We should never print copper in CMYK.
• We have a bespoke copper gradient swatch for digital use only. It is made up of three evenly spaced colours, and should always be set at a 38° angle.
• It should only ever be used as an accent, never a dominant colour. A good is example would be in the keylines of our Brand Pattern.
• DARK COPPER HEX #87270C MID COPPER HEX #DF8372 LIGHT COPPER HEX #FFDED5
• This colour wheel demonstrates the intended proportions of our colour palette. It should be used as a starting point and adjusted where appropriate.
• Our light blue should always be the most prominent colour, supported by a liberal use of mid blue, and an accent of copper.
• Our core brand colour. This should be the first impression of any touch point.
• This should support light blue on all touchpoints. It can be represented by our bottle.
• An accent colour. Generally used for text, logos and other details. It can also appear where there’s a risk of areas getting dirty.
• An accent colour. Generally used for text, logos and other details. It mainly appears in print where there’s a need for white space.
• An accent used as a foil in print or through physical objects. It provides a premium finish to touchpoints.
• The Brand Pattern looks best when used subtly, so we only ever use it in a lighter tone than the background colour. When colouring the Brand Pattern in copper, we use a light blue or navy background.
• WHITE ON LIGHT BLUE
• LIGHT BLUE ON MID BLUE
• MID BLUE ON NAVY
• COPPER OR LIGHT BLUE OR NAVY

Typography

• We use two bespoke typefaces unique to Bombay Sapphire. We use Bombay Display for headlines, and set our subheadings and supporting copy in Sapphire Sans. This paragraph is set in Messina Serif Book, our body copy typeface.
• Bombay Display complements the angles and facets in our logo, while maintaining a sense of character and warmth. As a display typeface, it is best used at large sizes and for short, punchy headlines.
• Sapphire Sans is a more functional typeface, set in upper-case, with its own quirks and understated energy. We use it for medium sized type or small sub-headings.
• We set body copy in Messina Serif Book. It’s a versatile serif typeface that works well at small sizes and with large amounts of copy. When setting copy in Messina Serif Book, we should make sure discretionary ligatures are active.
• We use right-facing arrows for bullet points, which can be found in the glyphs palette of Messina Serif Book: Unicode 203A.
• We should always maintain a considered typographic hierarchy. This helps to convey information clearly and make our content easier to understand.
• As shown on the right, we size our text relative to our body copy. We set Sapphire Sans at the same size as our body copy, or 1.5x larger. We set Bombay Display at least 4x larger than our body copy.
• Bombay Display Leading 1.1 x Tracking 0 em Maximum use 15 words
• Bombay Display 4 x body copy Size 40 pt Leading 44 pt
• Sapphire sans Leading 1.1 x Tracking +90 em Maximum use 25 words 1 x body copy Size Leading 10 pt 11 pt 1.5 x body copy Size Leading 15 pt 16.5 pt
• Maintain a clear type hierarchy. Apply typesetting rules as above. Ensure discretionary ligatures are active when using Messina Serif Book.
• Messina Serif book Leading 1.4 x Tracking 0 em Body copy Size 10 pt Leading 14 pt
• We use our text divider to pull out important messages or separate multiple pieces of information. We can use it in different ways. We can highlight important information by positioning text dividers above and below our chosen text. When extended over a larger distance, they can act as borders. We can separate two or more distinct pieces of text (for example, the ingredients and method of a cocktail) by placing a text divider horizontally or vertically between them.
• Use text dividers to highlight or separate key pieces of information, or to frame content. Use them in moderation. We never use more than four dividers in a single layout. Use text dividers either horizontally or vertically. We never use them at an angle.
• We’ve designed the text divider at a specific line weight, so it should never be scaled up or down. To change the length, we simply drag the anchor points of the vector outwards or inwards. Alternatively, we can choose a text divider from a selection of fixed-width assets, available in our primary colour palette.
• Do not scale the text divider. Drag the anchor points to change the length. Fixed-width assets are available.

Logo Usage

• This is our Primary Logo. It features our Sapphire Icon, and incorporates our ‘Stir Creativity’ brand idea as a signature below the wordmark.
• There are three different colour versions of our Primary Lockup, to maintain legibility on various backgrounds.
• FULL COLOUR For use on light backgrounds
• REVERSED For use on dark backgrounds
• ALL WHITE For use on mid-tone backgrounds
• This is our Stir Creativity Signature. Like an artist signing their work, we use it as a mark of quality and a proud statement of our Brand Idea.
• Our Stir Creativity Signature is available in both horizontal and stacked forms, in three different colours.
• To keep it legible, the horizontal Signature should never be reproduced smaller than 72px / 25.5mm wide. Similarly, the stacked Signature should never be reproduced smaller than 52px / 18.2mm wide.
• We use the mid blue Signature on dark or light backgrounds.
• We only ever use the navy Signature on light backgrounds.
• We have three alternative logos for use in specific circumstances, when it is not possible to use our Primary Lockup.
• Our Sapphire Icon has been refined for use at a small size, either digitally or in print, and can be used wherever the full logo is not necessary.
• Our Secondary Lockup features Queen Victoria in the centrepiece. Due to its intricacies and finer details, we never attempt to recreate it in a single colour.
• A reversed version of our Secondary Lockup is also available, for use on dark backgrounds. It differs from the full colour version as the logotype is reversed out to white.
• We always give our logos the appropriate amount of spacing and never reproduce them below their minimum size.
• We have mono versions of our Primary Lockup and Sapphire Icon to be used for foiling, embossing and printing at small sizes.
• MINIMUM WIDTH Screen 142px / Print 50mm MINIMUM WIDTH Screen 57px / Print 20mm MINIMUM WIDTH Screen 20px / Print 7mm

Tone And Messaging

• Our personality is made up of our essence and our tone of voice. It determines how we think and what we say and, therefore, how we’re understood by those around us.
• We make sure our personality is clearly present in every one of our touchpoints.
• In support of Stir Creativity, our values define how we speak, look and act. Whatever we’re doing, no matter who we’re with or where we are, if we keep these values close we’ll stay true to who we are.
• Beautiful and elegant, not fussy or pristine.
• Modern and daring, not wacky or highbrow.
• Open and experienced, not old or intellectual.
• WHAT WE DON’T MEAN X > Fussy or pristine.
• WHAT WE DON’T MEAN X > Wacky or highbrow.
• WHAT WE DON’T MEAN X > Old or intellectual.
• Our tone of voice plays a crucial role in how others perceive us as a brand. We use our tone to speak to different people for different purposes, while always staying true to our essence and values.

Brand Values

• Our essence comprises three key values. This section explains what they mean and how we use them to bring our brand to life in a rich and meaningful way.
• In support of Stir Creativity, our values define how we speak, look and act. Whatever we’re doing, no matter who we’re with or where we are, if we keep these values close we’ll stay true to who we are.
• Exquisite
• Avant-garde
• Worldly
• Beautiful and elegant, not fussy or pristine.
• Modern and daring, not wacky or highbrow.
• Open and experienced, not old or intellectual.
• Marked by flawless craftsmanship or by beautiful, delicate or ingenious execution.
• Highly skilled or intricate; excellently made or formed.
• Appealing to refined taste.
• Fussy or pristine.
• Being part of an innovative group, especially one in the arts.
• Methods or forms which are markedly experimental or in advance of those generally accepted.
• Creating or promoting innovative ideas or techniques.
• Wacky or highbrow.
• Experienced, sophisticated, worldly-wise.
• Having or showing a lot of experience and knowledge about life and the ways of the world.
• Possessing a practical and often shrewd understanding of humanity.
• Old or intellectual.

Visual Style

• We lead with our light blue. It’s designed to make our bottle stand out. Bright, airy, optimistic and modern, our light blue is the core primary colour across our brand.
• Our light blue sits alongside three additional core Bombay colours in our palette. Vibrant mid blue, is based on our bottle and works beautifully as a bright accent. Navy, helps to change the pace and create contrast, and pure white offers balance.
• To offset our primary palette, we use a rich copper metallic. It adds warmth and links directly to our copper stills in Laverstoke.
• Metallic copper is a luxury accent that we use in moderation. It should be the most restrained material on any application.
• In print, copper is best used for the keylines of our Brand Pattern, or applied to the edges of stationery and cocktail menus. Copper foil is the ideal finish: adding a premium, reflective detail. When foiling isn’t available, we should use the metallic Pantone 8022.
• Ifwe can’t use foil or print the Pantone, we shouldn’t print the copper at all.
• Copper should only ever be reproduced in foil or metallic Pantone in print. We should never print copper in CMYK.
• We have a bespoke copper gradient swatch for digital use only. It is made up of three evenly spaced colours, and should always be set at a 38° angle.
• It should only ever be used as an accent, never a dominant colour. A good is example would be in the keylines of our Brand Pattern.
• Our light blue should always be the most prominent colour, supported by a liberal use of mid blue, and an accent of copper.
• Our core brand colour. This should be the first impression of any touch point.
• This should support light blue on all touchpoints. It can be represented by our bottle.
• An accent colour. Generally used for text, logos and other details. It can also appear where there’s a risk of areas getting dirty.
• An accent colour. Generally used for text, logos and other details. It mainly appears in print where there’s a need for white space.
• An accent used as a foil in print or through physical objects. It provides a premium finish to touchpoints.
• There are three different colour versions of our Primary Lockup, to maintain legibility on various backgrounds.
• For use on light backgrounds
• For use on dark backgrounds
• For use on mid-tone backgrounds
• Our Stir Creativity Signature is available in both horizontal and stacked forms, in three different colours.
• To keep it legible, the horizontal Signature should never be reproduced smaller than 72px / 25.5mm wide. Similarly, the stacked Signature should never be reproduced smaller than 52px / 18.2mm wide.
• We use the mid blue Signature on dark or light backgrounds.
• We only ever use the navy Signature on light backgrounds.
• We always give our logos the appropriate amount of spacing and never reproduce them below their minimum size.
• We have mono versions of our Primary Lockup and Sapphire Icon to be used for foiling, embossing and printing at small sizes.
• We use two bespoke typefaces unique to Bombay Sapphire. We use Bombay Display for headlines, and set our subheadings and supporting copy in Sapphire Sans.
• This paragraph is set in Messina Serif Book, our body copy typeface.
• Bombay Display complements the angles and facets in our logo, while maintaining a sense of character and warmth. As a display typeface, it is best used at large sizes and for short, punchy headlines.
• Sapphire Sans is a more functional typeface, set in upper-case, with its own quirks and understated energy. We use it for medium sized type or small sub-headings.
• We set body copy in Messina Serif Book. It’s a versatile serif typeface that works well at small sizes and with large amounts of copy. When setting copy in Messina Serif Book, we should make sure discretionary ligatures are active.
• We use right-facing arrows for bullet points, which can be found in the glyphs palette of Messina Serif Book: Unicode 203A.
• We should always maintain a considered typographic hierarchy. This helps to convey information clearly and make our content easier to understand.
• We size our text relative to our body copy. We set Sapphire Sans at the same size as our body copy, or 1.5x larger. We set Bombay Display at least 4x larger than our body copy.
• Bombay Display: Leading 1.1 x; Tracking 0 em; Maximum use 15 words
• Sapphire sans: Leading 1.1 x; Tracking +90 em; Maximum use 25 words
• Messina Serif book: Leading 1.4 x; Tracking 0 em
• Body copy Size 10 pt; Leading 14 pt
• We use our text divider to pull out important messages or separate multiple pieces of information. We can use it in different ways.
• We can highlight important information by positioning text dividers above and below our chosen text. When extended over a larger distance, they can act as borders.
• We can separate two or more distinct pieces of text (for example, the ingredients and method of a cocktail) by placing a text divider horizontally or vertically between them.
• Use text dividers to highlight or separate key pieces of information, or to frame content.
• Use them in moderation. We never use more than four dividers in a single layout.
• Use text dividers either horizontally or vertically. We never use them at an angle.
• Do not scale the text divider. Drag the anchor points to change the length.
• Fixed-width assets are available.
• The Brand Pattern looks best when used subtly, so we only ever use it in a lighter tone than the background colour. When colouring the Brand Pattern in copper, we use a light blue or navy background.
• At its smallest scale, the Brand Pattern should be no more than 10 columns wide. Any smaller and the density becomes distracting.
• The most balanced scale is four columns wide.
• At its largest scale, the Brand Pattern should be no fewer than two columns wide. At least four segments should always be visible.
• To create larger areas to house text, we can knock out the centre shape from the Brand Pattern. There is a range of sizes included in our brand assets, so we can choose the most appropriately sized knockout area for the application.
• We’ve designed our Brand Pattern to be realised in a number of different ways, to move from subtle to bold.
• Our Brand Pattern has the versatility to be replicated in 3D space using different materials and processes. It could take the form of a simple engraving, serve as the framework for a piece of construction, or even be created using solid panels.
• We always offset matte materials with a reflective or glossy surface and vice versa. This creates a visual contrast inspired by inherent creative tension.
• Varying the proportions of matte to gloss can avoid repetition, and help dial up and down the luxury feel. We should always look for interesting ways to combine different materials.
• Creativity is about seeing things differently. We use transparent and reflective materials to grant new perspectives on the world around us, or surfaces that catch light in unusual and interesting ways.
• Wherever possible, we combine matte materials with a metallic or reflective material.
• We should always avoid faking materials. If replacing a premium material for a cost-effective substitute, we should ensure the finish stays true, representing as closely as possible the intended material.

Iconography

• Brand Iconography Blue jewel Faceted blue bottle Laverstoke Botanicals

• Our Sapphire Icon has been refined for use at a small size, either digitally or in print, and can be used wherever the full logo is not necessary.
• We have mono versions of our Primary Lockup and Sapphire Icon to be used for foiling, embossing and printing at small sizes.

Packaging Design

• Wherever possible, we combine matte materials with a metallic or reflective material.
• We should always avoid faking materials. If replacing a premium material for a cost-effective substitute, we should ensure the finish stays true, representing as closely as possible the intended material.

Physical Design Principles

• We always offset matte materials with a reflective or glossy surface and vice versa. This creates a visual contrast inspired by inherent creative tension.
• Varying the proportions of matte to gloss can avoid repetition, and help dial up and down the luxury feel. We should always look for interesting ways to combine different materials.
• Creativity is about seeing things differently. We use transparent and reflective materials to grant new perspectives on the world around us, or surfaces that catch light in unusual and interesting ways.
• Wherever possible, we combine matte materials with a metallic or reflective material.
• We should always avoid faking materials. If replacing a premium material for a cost-effective substitute, we should ensure the finish stays true, representing as closely as possible the intended material.

Sensory Experiences

• Sensory Experiences

Seasonal Accents

• Seasonal Accents 78

Environments

• Wherever possible, we combine matte materials with a metallic or reflective material.
• We should always avoid faking materials. If replacing a premium material for a cost-effective substitute, we should ensure the finish stays true, representing as closely as possible the intended material.

Additional Properties