Brand Manual
INTRODUCTION
1. INTRODUCTION
HACKER-PSCHORR – A GREAT BRAND WITH A STRONG
BRAND IDENTITY
Since the fifteenth century, the name Hacker has stood for the ultimate in beer
enjoyment, for authenticity, for the values and charms of Bavaria.
As a vibrant, local Munich historic brewery with its roots in Bavaria, HackerPschorr still guarantees the highest quality and a brewing technique in
accordance with the Bavarian Beer Purity Law.
As an innovative yet traditional company, we embody the brand values of
tradition, conviviality, steadfastness, Bavaria and the fine craft of beer brewing.
Our success comes from quality at all levels. Our products should impress and
delight our customers.
All these values are also expressed in our communications. The brand logo, the
well-defined colors and images and their correct usage ensures a strong,
consistent brand image, clarity and clear recognizability of the historic HackerPschorr brand.
© 2010 Hacker-Pschorr Bräu GmbH. All rights reserved. Proprietary and Confidential.
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BASIC ELEMENTS
1.1 LOGO
OVERVIEW
The logo is a signature and a seal. It acts as a guarantee of the quality of the
brand. It identifies all products and communications from Hacker-Pschorr.
Any falsification, distortion or other changes, such as dividing the logo into
separate parts or partial depiction of the logo is not permitted. Recreating the
logo from scratch is also not permitted.
THERE ARE TWO LOGO VERSIONS:
1. THE STANDARD LOGO
2. THE SPECIAL FORMAT LOGO
The logo with banner is used when communicating with
the consumer. The slogan is always in the
banner above the logo.
!
!
The proportions within each logo element are fixed and
cannot be changed.
© 2013 Hacker-Pschorr Bräu GmbH. All rights reserved. Proprietary and Confidential.
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BASIC ELEMENTS
1.1.1 LOGO WITH BANNER
CONSUMER
The logo for consumer communication: with the slogan in the banner.
To achieve an optimal effect, the surrounding space is more important than the
size of the logo.
The logo must not be crowded or wedged in by other design elements.
!
The logo with banner is used when communicating with
the consumer. The slogan is always in the banner above the
logo.
!
Only the original logo versions may be used. The
proportions within each logo element are fixed and cannot
be changed.
© 2013 Hacker-Pschorr Bräu GmbH. All rights reserved. Proprietary and Confidential.
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BASIC ELEMENTS
4C LOGO WITH BANNER AND SPOT COLOURS – POSITIVE
100 Cyan
35 Magenta
0 Yellow
0 Black
100 Cyan
70 Magenta
0 Yellow
30 Black
0 Cyan
100 Magenta
80 Yellow
0 Black
25 Cyan
35 Magenta
100 Yellow
0 Black
Pantone 285
HKS 39
Pantone 280
HKS 41
Pantone 186
HKS 15
Pantone 872
HKS 2210
100 Cyan
35 Magenta
0 Yellow
0 Black
100 Cyan
70 Magenta
0 Yellow
30 Black
0 Cyan
100 Magenta
80 Yellow
0 Black
25 Cyan
35 Magenta
100 Yellow
0 Black
© 2013 Hacker-Pschorr Bräu GmbH. All rights reserved. Proprietary and Confidential.
4C POSITIVE
PANTONE SPOT
COLORS
POSITIVE
4C+ SPOT
COLORS GOLD
POSITIVE
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BASIC ELEMENTS
4C LOGO WITH BANNER AND SPOT COLOURS – POSITIVE
100 Cyan
35 Magenta
0 Yellow
0 Black
100 Cyan
70 Magenta
0 Yellow
30 Black
0 Cyan
100 Magenta
80 Yellow
0 Black
25 Cyan
35 Magenta
100 Yellow
0 Black
Pantone 285
HKS 39
Pantone 280
HKS 41
Pantone 186
HKS 15
Pantone 872
HKS 2210
Pantone 285
HKS 39
Pantone 280
HKS 41
Pantone 186
HKS 15
Pantone 872
HKS 2210
!
4C NEGATIVE
PANTONE SPOT
COLORS,
NEGATIVE
White
PANTONE SPOT
COLORS +
WHITE
When printing the logo on a colored printing additionally
White must be printed. Please make sure that the white
logo components appear white after printing.
© 2013 Hacker-Pschorr Bräu GmbH. All rights reserved. Proprietary and Confidential.
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BASIC ELEMENTS
1C LOGO WITH BANNER
100 Black
1C LINE,
POSITIVE
1C LINE,
NEGATIVE
100 Black
2C LINE
100 Black
White
!
When printing the logo on a colored substrate, white must
also be printed. Please make sure that white logo
components appear white after printing.
© 2013 Hacker-Pschorr Bräu GmbH. All rights reserved. Proprietary and Confidential.
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BASIC ELEMENTS
2.1.3. HORIZONTAL LOGO
SPECIAL FORM
The horizontal logo is only used in a few exceptions where the
available space allows no other solution, such as forms, web banner
advertising, pens, etc.
!
!
The horizontal version of the logo is only used for special
cases to achieve a better effect at a distance or if the
available space is limited by the height and does not allow
any other solution.
Only the original logo versions may be used. The
proportions within each logo element are fixed and cannot
be changed.
© 2013 Hacker-Pschorr Bräu GmbH. All rights reserved. Proprietary and Confidential.
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BASIC ELEMENTS
4C HORIZONTAL LOGO AND SPOT COLOURS – POSITIVE
100 Cyan
70 Magenta
0 Yellow
30 Black
0 Cyan
100 Magenta
80 Yellow
0 Black
25 Cyan
35 Magenta
100 Yellow
0 Black
Pantone 280
HKS 41
Pantone 186
HKS 15
Pantone 872
HKS 2210
PANTONE SPOT
COLORS
POSITIVE
100 Cyan
70 Magenta
0 Yellow
30 Black
0 Cyan
100 Magenta
80 Yellow
0 Black
Pantone 872
HKS 2210
4C+ SPOT
COLORS GOLD
POSITIVE
© 2013 Hacker-Pschorr Bräu GmbH. All rights reserved. Proprietary and Confidential.
4C POSITIVE
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BASIC ELEMENTS
4C HORIZONTAL LOGO AND SPOT COLORS – ON BACKGROUND
100 Cyan
70 Magenta
0 Yellow
30 Black
0 Cyan
100 Magenta
80 Yellow
0 Black
25 Cyan
35 Magenta
100 Yellow
0 Black
Pantone 280
HKS 41
Pantone 186
HKS 15
Pantone 872
HKS 2210
Pantone 280
HKS 41
Pantone 186
HKS 15
Pantone 872
HKS 2210
!
4C NEGATIVE
PANTONE SPOT
COLORS,
NEGATIVE
White
PANTONE
SPOT COLORS
+ WHITE
When printing the logo on a colored printing additionally
White must be printed. Please make sure that the white
logo components appear white after printing.
© 2013 Hacker-Pschorr Bräu GmbH. All rights reserved. Proprietary and Confidential.
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BASIC ELEMENTS
1C HORIZONTAL LOGO
100 Black
1C LINE,
POSITIVE
1C LINE,
NEGATIVE
100 Black
100 Black
2C LINE
White
!
When printing the logo on a colored substrate, white must
also be printed. Please make sure that white logo
components appear white after printing.
© 2013 Hacker-Pschorr Bräu GmbH. All rights reserved. Proprietary and Confidential.
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BASIC ELEMENTS
1.1.4 IMPROPER USE
EXAMPLES
Any distortion or falsification as well as new combinations of the
individual components is not permitted.
The logo must always be used in the most readable version.
The logo may not be distorted.
Correct: Use original logo!
The logo may not be changed
or supplemented. Correct:
Only use original logo!
Blue on Blue: Poor readability.
Correct: Use negative logo!
1C logo on different colored
background. Correct: Use 2C
logo!
!
Here the colors are also not
correct: 1C logo on a colored
background. Correct: Use 4C
or SPOT color logo!
Only the original logo versions may be used. The
proportions within each logo element are fixed and cannot
be changed.
© 2013 Hacker-Pschorr Bräu GmbH. All rights reserved. Proprietary and Confidential.
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BASIC ELEMENTS
1.3 COLORS
The company colors are based on the logo colors and their color
gradiations.
To achieve a high-quality brand image, it is important not to use too
many colors.
Fonts are always in dark blue, black or white.
The color scheme of Hacker-Pschorr always radiates a fresh white
and blue, like the blue and white of the Bavarian sky.
PANTONE 280 C
CMYK: 100/70/0/30
HKS 41
PANTONE 285 C
CMYK: 100/35/0/0
HKS 39
PANTONE 186 C
CMYK: 0/100/80/0
HKS 41
PANTONE 872 C
CMYK: 25/35/100/0
HKS 2210
WHITE
CMYK:0/0/0/0
CMYK: 10/7/0/3
(Watermark)
© 2013 Hacker-Pschorr Bräu GmbH. All rights reserved. Proprietary and Confidential.
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