Vicks Style Guide Global Identity & Package Design Principles v1.0 Introduction
“welcome to our brand.” Introduction Brand Identity Package Design Checklist System Letter from Rick June Brandmark Package Design Inspiration Dropshadows Packaging Design Hard and Soft Points How to Use This Style Guide Brandmark Color Palette Package Design Overview Typography Placement Brandmark Color Variations Global Sweep Versioning Block Brandmark Scale and Sizing Mid Sweeps Shrinkwrap Messaging The Brandmark by Regions Vicks Brandmark Placement Side And Back Panel Layout Registration Mark Variant Name Unacceptable Identity Use Pediatric Products 1 21 43 72
History of Vicks Equity Color Illustration Styles Global Matrices
Chronology of Vicks Vicks Primary Color Palette Flavors and Scents India/Indonesia Product Form Western Europe People Latin America Diagrams Australia/New Zealand Photographic Illustration (WE only) North America 5 29 60 74
Global Equity Assets Variant Color Promotional Execution Other Brand Identity Usage Vicks Mission Variant Brand Color Violator Presentation Formats Equity Pyramid North America Multi-Packs Consumer Touchpoints/Examples Equity Building Choice Wheel Australia Trays and Dispensers Latin America Western Europe India Indonesia 11 Vicks Color Specifications 31 66 80
Regional Variant Typefaces Regional Considerations Contacts Equity Assets Vaporub Pyrena/Infusions Futura Regional Regulatory Requirements Contacts Sinex First Defence/Early Defense Univers Condensed Babyrub Action 500 Formula 44 Drops Casero/VickMiel Nyquil/MediNait/Noctyl DayQuil/DayMed/Diatyl 15 41 70 83 Chronology of Vicks
Wick VapoRub grease- less cream and Formel 44 Plus Cough Lozenge introduced in Germany.
Sinex introduces two delivery systems in Italy: Vicks VapoRub cough Sinex Nebulizzatore syrup line introduced in Nasale (mist) and Sinex Mexico. Formula 44-E introduced Gocce Nasale (drops). RVI Acquired by Procter & nationally in US. Gamble. Vicks VapoRub Cough Syrup launched in Mexico Vicks Dry Cough capsules, as the first non-Rx cough as well as Vicks Action Pediatric Formulas 44, syrup for children. 44-D, 44-E, 44-M national tablets, introduced in WE launch in US. and AAI.
1985 1986 1987 1988 19891990 1991 1991/92 1993 1994 1996
Children's NyQuil Vicks VapoRub Greaseless introduced. Cream & DayQuil Allergy Relief introduced in US.
Formula 44 Plus Husten- Formula 44 new package Stiller (dry cough) and graphics in US. Formula 44 Plus Husten- Vicks Cough Drops Loser (chesty cough) introduced with butter and introduced in Germany. NyQuil LiquiCaps menthol flavors in ANZ. Vicks VapoSyrup (chesty introduced. and dry cough versions) introduced in UK.
Vicks Cough Drops renamed Vicks Throat Drops.
9 Chronology of Vicks
Brazil products adopt US packaging.
Vick Pyrena, a hot & medicated tea that relieves flu symptoms, is introduced. Introduction of DayQuil Sinus, NyQuil Sinus and Vicks BabyRub in US.
Introduction of NyQuil Cough in US.
19972000 2001 2005 2006 2007/08
Vital Cough Drops introduced in UK.
New global packaging system launched worldwide.
Introduction of Vicks Casero in US.
Vicks partners with BreatheRight strips in US.
10 Global Equity Assets
“unified by a world of consumers.” Vicks Mission
Vicks cares about people, whether they are ill and trying to get better, or well and trying to stay that way. So we create respiratory products and services that treat the symptoms and nurture the body.
12 Equity Pyramid
STRATEGIC TARGET Quality-Seeking Interveners OVERALL EQUITY Consumers who use brand-name products to intervene in their respiratory illnesses Vicks. The care that and do not believe all cold medicines keeps you connected. are the same. BRAND CHARACTER TBD
BUILDING BLOCKS
Core Brand Values: • Lighting your path to wellness (whether sick or well) • Engages your senses, so you know it’s working • Beyond effective medicine to comfort and care • Simple solutions: intuitive, imaginative and affordable
EQUITIES CONSUMERS EXPERIENCE Vicks Shield, Vicks Mnemonic, Sensorial Experience, Consistent Global Packaging
DESIGN THEME: TBD 13 Equity Building Choice Wheel
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IN Opportunities 14 Brand Identity
“this is the heart of our brand.” Brandmark
The new Vicks brand identity and its consistent usage on packaging will help to unify and strengthen the entire brand. The brandmark is proud, confident and strong. The new shield connotes the qualities of soothing, breathing, safe and trusted. On all packaging, and whenever the shield is on a background, it is contained by a strong glow to give it prominence. The new brandmark should never have anything overlapping it or contained within it. Brandmark Color Palette
Shades of green and blue have historically become synonymous with the Vicks brand. These colors communicate efficacy and soothing relief to consumers.When printing the new Vicks brand identity, both green and blue are used. P&G 931 P&G 473 By overprinting P&G 473 over P&G 931, the PMS 3415 PMS 294 C100 Y77 K 22 C100 M58 K 21 shield is injected with strength and dimension. R1 G110 G69 R9 G53 G122 Brandmark Color Variations
The primary logo is built by printing P&G 473 on top of P&G 931. This treatment of the logo Primary two-color should be applied consistently on all packages. Only in cases where printing restrictions prohibit overprinting should a one-color logo be used. A one-color logo used on primary Alternate packaging should be printed in P&G 931. should only be used where two- In secondary usages (such as back panels, color printing is not available extended label panels or packaging inserts), the logo can be printed in P&G 473 (blue) or in black. The size of the brandmark should One-Color determine whether to show dimensionality in can be P&G 473 green, P&G 931 blue or black the shield or to use a flat background (see page 25). Equity Color
“showing our true colors.” Vicks Primary Color Palette
The primary colors of the Vicks palette are Primary Green and blue are the primary strong and straightforward and represent the brand equity colors in the Vicks brand Identity core of the brand. The consistent representation of these core colors helps reinforce the distinc- tiveness of the Vicks brand. These four colors are used consistently in the global sweep and P&G P&G P&G P&G brandmark on all Vicks packages. Colors on 931 473 126 452 the rest of the package are determined by the variant brand (see next section). Typefaces
“we never forget a face.” Typefaces
The chosen typefaces are from the Futura and Futura Bold Univers families. In tandem, they create a feeling ABCDEFGHIJKLMNOPQRSTUVWXYZ of trusted, confident and friendly medicine. The abcdefghijklmnopqrstuvwxyz0123456789 specific typefaces shown to the right are the only Futura Bold Condensed ones used for packaging. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 FUTURA Futura is based on strict geometric shapes, which Futura Light give an overall effect of simplicity and clarity. It ABCDEFGHIJKLMNOPQRSTUVWXYZ has long ascenders and descenders requiring abcdefghijklmnopqrstuvwxyz0123456789 generous line spacing. Its image is clear, elegant and timelessly modern for a practical appearance. Univers 67 Bold Condensed Futura is the choice for communicating Vicks ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 primary information (typically the top 3 POCs).
UNIVERS CONDENSED Univers 67 Bold Condensed Oblique Univers embodies steadiness and homogeneity. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 The clear, objective forms of Univers make this a serious, legible font. Univers Condensed is the Univers 57 Condensed choice for communicating Vick’s vital information: ABCDEFGHIJKLMNOPQRSTUVWXYZ benefit claims, medicinal content and net weights. abcdefghijklmnopqrstuvwxyz0123456789
Univers 57 Condensed Oblique MANDATORY • Futura and Univers only ABCDEFGHIJKLMNOPQRSTUVWXYZ
FLEXIBLE abcdefghijklmnopqrstuvwxyz0123456789 • Bold, condensed, light, oblique Package Design System
“putting our principles into practice.” Package Design Inspiration
The new packaging system is created using a series of soothing sweeps, which help to convey the overall equities of the Vicks brand. They connote free breathing, soothing, comforting, efficacious relief. This diagram illustrates how the system was created. All of the sweeps are based on the most essential Vicks asset, the shield.
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b a a Package Design Overview
The packaging system was developed to meet the needs of the expanding line of Vicks products worldwide. The system is flexible enough to allow for the unique characteristics and benefits of each individual product, and yet unites them all under the Vicks brand. This section will show you all of the essential pieces of the architecture and how they are utilized.
Shrinkwrap Patterns
Global Sweep
Vicks Brand Mark
Variant Name
Mid Sweeps
Illustrations
Versioning Block Mid Sweeps
Background Sweeps The sweeps mandated for every package in the new Vicks packaging architecture system communicate soothing, performance and efficacy. They are built in a consistent fashion on every package to create a unified family. They are scaled uniformly to the width of the package being designed, but they may be shifted vertically to accommodate package format and communication assets. Things to consider when placing the sweeps are how they will interact with the versioning block and any illustrations. Mid sweeps should always fall below the variant name. They should remain consistent for different versions of the same brand.
MANDATORY • Mid sweeps must be present on every package • Position beneath variant name
FLEXIBLE • Vertical placement of mid sweeps
TIP • Avoid any distracting overlaps of type or graphics Vicks Brandmark Placement Primary Brandmark Placement
The primary placement of the Vicks brandmark falls on the right side of the global sweep, locked up with and directly above the variant name. There are a few exceptions to this rule: 1) On packages that are wider than a double square and on side panels, the shield can be placed on the left side of the package, preceding the variant name. 2) On very narrow packages, the brandmark may be centered. 3) When it is legally required to align Vicks and the variant name based on variant name trademark registration (e.g., Vicks Early Defense US), the brandmark may need to be postitioned to the left or centered.
Examples of Exceptions MANDATORY • Brandmark with glow, usually positioned on the right side of the global sweep
FLEXIBLE • Horizontally formatted packages, on which the brandmark can shift left of the variant name • Narrow packages, on which the brandmark can be centered • Variants whose trademark registration requires brandmark/variant name alignment
Ex. 1 Ex. 2 Ex. 3 Variant Name: Vapor Illustration
This vapor symbol has been created to signify products in the “Vapor” line. This includes any product starting with “Vapo,” as well as the BabyRub products. It is locked up with the variant name, emanating from above the division between “a” and “p.” It can be made larger or smaller depending on space availability. It is created as a gradient of the variant brand color palette that it falls upon.
MANDATORY 10% • Vapor illustration style • Lockup with variant name
FLEXIBLE • Vapor illustration size • Vapor illustration color
VaporR ub BabyRub VapoRub VapoDrops VapoDrops VapoDrops NA/AAI/LA NA/AAI/LA WE Butter Menthol Peppermint Liquicentres Burst of Mint
P&G P&G P&G P&G P&G P&G 35% 452 865 345 408 674 547 Pediatric Products
Children’s products are identified by fun, crafted Children’s lettering preceding the variant name. The typeface used is Futura Bold, and the characters are lightly jumbled and multi-colored to enhance Pediatric the playful nature that directs the product toward its intended recipient.
Anak-Anak
MANDATORY • Multi-color type, rotated
FLEXIBLE • Color can be adjusted to add impact against the background • Translations
P&G P&G P&G P&G 865 056 126 929 Typography Placement
The typography helps to establish the hierarchy of information on each package. As information changes in importance from product to product, it can move up and down the hierarchy chain.
Shrinkwrap Futura Bold, title case
Vicks Brandmark Do not typeset
Variant Name Futura Bold, title case
Version Name Futura Bold, uppercase
Key Benefit Description Futura Bold, title case
Flavor Univers Bold Condensed
Ingredients Univers Bold Condensed Oblique, title case
Contents Univers Bold Condensed Versioning Block
The versioning block is an essential tool in the Version Name Futura Bold, uppercase COLD & FLU Vicks architecture system. The version name should Benefit Description Multi-Symptom Relief Futura Bold, title case always fall inside the top solid band. When Acetaminophen > Aches, Fever Dextromethorphan > Cough Open Ingredients Doxylamine > Sneezing, Runny Nose creating new Vicks product lines, consider carefully Univers Condensed Bold Oblique, title case how the consumer will shop these products and Aligned Right 2.8 pt any future extensions that might be introduced. 1.2 pt PARA CALMAR ALGUNOS The versioning block always falls on the right side SÍNTOMAS DEL RESFRIADO of the package beneath the variant name. The Aligned Right prongs have the flexibility to encapsulate or break Aligned Left up the information and illustrations on the package. 12 HOUR NASAL SPRAY This helps determine how the information will For Sinus be navigated by the consumer. Relief
With Soothing Vicks Vapors Open Aligned Right
MANDATORY • Versioning band • Copy alignment • Opening at right • Typefaces
FLEXIBLE • Height of block • Width of block • Presence of block beneath band (only to be omitted due to space limitations) Shrinkwrap Messaging 4 4 k k ck ic ic i V V V DayQ DayQ DayQu 4 4 4 4 4 4 NyQuil NyQuil NyQuil k k ck ic ic i Many Vicks products are required to have shrinkwrap V V V u DayQuil DayQu 4 4 4 DayQuil 4 4 4 k k ck caps or foil wrappers. This is considered part of the NyQuil NyQuil NyQuil ic ic i V V V 4 4 u DayQuil 4 4 4 DayQuil 4 k packaging and is used to emphasize the variant Quil Quil Quil DayQuil l k k c k ic ic ic V V V Miel DayQ Miel Miel brand, product benefit and/or flavor. The preferred DayQu DayQ 44 44 k 44exp k exp k exp NyQuil NyQuil NyQuil ic ic ic V V V option for communication on shrinkwraps is to stack Miel Miel Miel u DayQuil DayQu DayQuil 44 44 k 44exp k exp k exp NyQuil NyQuil NyQuil ic ic l ic V V V the variant brand name in an alternating pattern and Miel Mie Miel u DayQuil DayQuil xp 44 44 tilt at a 45° angle (see examples at right). Icons can Quil Quil Quil DayQuil l k 44 k exp k exp Plu Vic Plu Vic V V Vicks Vicks Cas also be introduced into the pattern to emphasize a or or Vicks Cas Vick Casero
s CoCoolingVapors s CoCooling particular benefit but are not necessary. Plus ksCoolingCo Vap Plus ksCoolingCo Vap Vicks Casero Vick Plu ks Vic Plu ks Vapors Vic Casero Vic Vic Vicks Casero Vick oling oling Casero MANDATORY linging ing o ors apors olingors apors ro • Repeated pattern Cooling Cooling ro ks Casero k
FLEXIBLE • What is communicated: product, benefit, promotion
TIP • Print white beneath the flavor color on clear shrinkwraps to achieve bolder, tastier colors Side, Back and Top Panel Layout
There is plenty of flexibility in the layout of back, side and top panels of Vicks packaging. When bringing branding to side, back and top panels, keep the visual relationship of the Vicks brandmark and the variant brand similar to the front of the package. The top sweep and top gradient can be carried over to these panels. The middle sweeps, however, should not. Side and Back Panel Layout
Most side and back panels of the package are used for product information, such as drug facts, usage, etc. This information should be set using the same typefaces outlined in the typography section. Side and back panels can also be used to emphasize a particular benefit, such as the product form, via illustration or descriptions. Don’t feel obligated to fill every inch of the package – breathing room can help the consumer more AAI First Defence Side/Front quickly retain important product information. NA Sinex Side/Front
AAI BabyBalsam Side/Front
Scale: 80% Illustration Styles
“a picture is worth brand recognition.” Flavors and Scents
Flavors and scents are rendered in a realistic style that optimizes taste or aromatic appeal. The volume and size of the illustration can vary Orange Strawberry Black Currant Lemon Cherry depending on the role flavor plays on the package. For example, a cherry-flavored cough drop package may show a large cluster of cherries, whereas a hard-hitting cherry-flavored Cherry Bunch Butter Menthol Menthol Eucalyptus Mint Bunch cough syrup may only show a smaller single cherry. Please contact Ellen Craven or Donna Allen for the most up-to-date illustrations.
MANDATORY • Illustration style Peppermint Honey Lemon Cucumber Mint Cherry Liquiburst Lozenge Lozenge FLEXIBLE • Size and amount
Raspberry Bunch
Honey Lemon Hot Drink Multi-Packs
Some unique cases require the design system to expand to include two (sometimes three) products, typically for club stores or promotional purposes. Elements of the system are centrally located, allowing free space at the sides. Maintain lockup of logo, variant name and versioning bar where possible.
NyQuil/NA, Scale: 80% Regional Considerations
“there’s a place for everything.” Regional Regulatory Requirements
Every region has its own set of legal requirements that dictate many aspects of Vicks packaging. These requirements can change frequently, so always check which regulations apply to new packaging being created. They can affect naming, brand lockups, usage of illustrations, information allowed/not allowed, and the point size that the information must be set in.
NyQuil/NA, Sinex/LA, MediNait/Germany Scale: 80% North America AmericaNorth
VapoRub BabyRub Inhaler Sinex F44 F44 Sore Throat Casero
NyQuil DayQuil Early Defense Cough Drops
These are representative products from each region and are not intended to portray final art or full product lineups. Scale: 30% Other Brand Identity Usage
“branding outside the box.” Presentation Formats
These are standard presentation formats for the Vicks brand. They are formatted for an Cover 800x600 display. You can use the jpeg files Cover Page provided to place into your document as a background. Using these files will help to give the brand a unified look during meetings and
Body presentations. Subtitle
These are generic presentation formats for the Vicks brand. They are formatted for an 800x600 display.
BULLETS CAN BE DONE LIKE THIS: • You can use the jpeg files provided to place into your document as a background. • Using these files will help to give the brand a unified look during meetings and presentations.
800×600 Display
Cover Page
1920×1200 Display Consumer Touchpoints
The new Vicks visual identity should be leveraged across all consumer and customer touchpoints. With the visual tools presented in this manual, the Vicks brand should be presented in a manner consistent with the equities of the brand. Here are some examples of how this guide could inspire touchpoints. Press Kit T-Shirts