SKOL BRAND IDENTITY 2

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Skol Brand identitySko l In te rnat iona l

SKOL is a very qualitative beer with a great refreshing taste, brewed with natural ingredients: pure water and a balanced mix of hob and malt.

SKOL specifications for the Brand Manual : Targets

N.A: Not available* based on the average of the specifications ranges.

Parameters Units Skol 70/30

Skol 100%*

Skol 1

Original Extract °P 10.9 11.8 8

Apparent Extract °P 1.8 1.7 N.A

Alcohol by volume % V/V 4.8 5.3 <1

Color EBC 6.5 7.2 8

Bitterness BU 12 15 N.A

CO2 G/L 5.9 5.8 N.A

Foam(Nibem) sec >240 >250 N.A

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Sko l In te rnat iona l

Skol Brand identity

Building SKOL to a major quality beer brand all over Africa.

Connecting people by creating relieve aspiration and fun.

We see consumers at the heart of everything we do.

Looking for superior quality, service and innovation opportunities.

OUR MISS ION :

To make SKOL a PAN-AFRICAN beer brand building on its African, Brazilian and European roots.

OUR V IS ION :

Offering SKOL as a competitive beer brand all over Africa through

- Share holding in domestic brewery “pearls”

- License agreements with large domestic players

- Distribution agreements through major import companies

As thus creating a higher brand value than each country can bring by his own.

OUR STRATEGY :

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Skol Brand identitySko l In te rnat iona l « Brand D iamond »

- SKOL is great company, he’s sociable, spontaneous and always up for whatever

- Right facilitator to create unexpected occasions for fun

- Social energizer for all groups of consumers

- Values: Look at the bright side. What’s next. Live life to the full

- SKOL is fun for all generations, keeping you young and going

- SKOL brings you together, it fosters connection, sociability and fun

- SKOL is recognized as int’l brand, drunk on all continents

Why SKOL ?

SKOL as a lubricant that facilitates all generations’ thirst for being together,

partying, fun and excitement.

Rational- Easy drinking with

refreshing and smooth taste

- Brewed with natural and quality ingredients

- Pricing (upper mainstream, affordable)

- The International beer that is drunk from Rio to Shanghai

Emotional- Trigger, social lubricant

connecting and energizing people from different backgrounds, countries, social ranks, etc. who are just looking for excitement, sociability, party and fun

- Spontaneous energy- Looking for something

unexpected- Desire for new relation and

experience

- Yellow background

- Red letter type

- Full integration of music into brand

- Spontaneity of SKOL and music sparking together

- Getting the fun going

- Focus on the brand

- Connection, bringing people together

- Always humor and something unexpected

- The place to be, sociability

« SKOL Connection »

SOCIAL CONNECTORICON COLOR CODE

PERSONALITY

KEY AUDIO

KEY VIDEO

SELLING/CONVINCING IDEA

Benefits ?

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Sko l Va lues

Skol Brand identity

DIFF

ERENTIATION INNOVATION

QUAL

ITY IN EVERYTHING WE DO

TEAMWORK

CO

MMITMENT TO PROMISES

CONS

UMERS COME FIRST

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Sko l Va lues

Skol Brand identity

we’re cool, we look good

we have the energy, we work hard and get rewarded through results

we are original, we differentiate us from the rest

we are correct, stick to our promises

we are targeted, we are commited to reach results

impossible is nothing, we don’t argue , we act

we are interesting to our consumers/customers

we are open to the market needs, adapt ourselves

we are nice, we treat everybody

with respect

we value no nonsence and integrity

C

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Skol Brand identity

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Skol Brand identity

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Corporate Gu ide l ines

Skol Brand identity

The logo of SKOL trademark with its red colour is very strong on the semiotic level.

BICHROMATIC LOGO

MONOCHROMATIC LOGO

To use when the number of colours is restricted.

To use when only one colour is possible.

P a n t o n e®1797

Pan t o n e®1797

Pan t o n e®109

LOGO CMJN

CYAN BLA CKMAGENTA YE L LOW

LOGO PMS

In some specific cases, when required by printing techniques, it is possible to use this simplified logo in which effects have been removed.

P an t o n e®1797

Pan t o n e®109

Pan t o n e®BLACK

LOGO RAL

To use for certain materials such as vehicles, architecture (buildings?)...

P a n t o n e®3020

Pan t o n e®1021

Pan t o n e®9005

LOGOTYPE - THE COLOURS

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Corporate Gu ide l ines

Skol Brand identity

Appl icat ions on ye l low background App l icat ions on co loured backgrounds

COLOUR LOGOS

2-COLOUR LOGO ONE COLOUR LOGO

To use with a shading on coloured and/or white background.

For all usage on various backgrounds.

In such a case, a white outline will apply to determine the sides.

The white outline will not apply for one colour logos.

LOGOTYPE - APPL ICAT IONS ON COLOURED BACKGROUNDS

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A A

A

Corporate Gu ide l ines

Skol Brand identity

LOGOTYPE – MINIMUM SIZES LOGOTYPE – ZONE OF INV IOLABIL ITY

To insure the integrity of the logo, it should be confined in a blank area. This area of isolation protects it from other imagery, graphics,...

PRECISE PR INT ING

Basic logotype with a minimum of 15 mm.

15 mm

EXTRA SMALL S IZES

When it is needed to print the logo in a smaller size, it can be reduced to the minimum sizes as follows:

10 mm

LOGOTYPE - MIN IMUM SIZE REQUIREMENTS

For best readability of the logotype, we recommend the following minimum sizes:

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1.4. Les interdits

1. Logotype

Skol - Brandbook: Entrez dans la connection - Janvier 2009

Nous vous indiquons ici une liste non exhaustive de ce qu’il ne faut pas faire avec le logo:

• Ne pas déformer ou transformer le logotype

• Ne pas utiliser le logo en négatif

• Ne pas inverser ou modifier les couleurs

• Ne jamais utiliser une autre typographie

• Ne pas empiéter sur la zone d’inviolabilité

Lorem ipsum

1.4. Les interdits

1. Logotype

Skol - Brandbook: Entrez dans la connection - Janvier 2009

Nous vous indiquons ici une liste non exhaustive de ce qu’il ne faut pas faire avec le logo:

• Ne pas déformer ou transformer le logotype

• Ne pas utiliser le logo en négatif

• Ne pas inverser ou modifier les couleurs

• Ne jamais utiliser une autre typographie

• Ne pas empiéter sur la zone d’inviolabilité

Lorem ipsum

1.4. Les interdits

1. Logotype

Skol - Brandbook: Entrez dans la connection - Janvier 2009

Nous vous indiquons ici une liste non exhaustive de ce qu’il ne faut pas faire avec le logo:

• Ne pas déformer ou transformer le logotype

• Ne pas utiliser le logo en négatif

• Ne pas inverser ou modifier les couleurs

• Ne jamais utiliser une autre typographie

• Ne pas empiéter sur la zone d’inviolabilité

Lorem ipsum

Corporate Gu ide l ines

Skol Brand identity

Do not distort or change the logo.

Do not reproduce the logo as a negative image (white on the coloured background).

Never use another typography.

Do not invert or alter colours.

Do not encroach the inviolability.

LOGOTYPE - INCORRECT USAGE

The examples below illustrate a non exhaustive number of incorrect versions of the logo. Never apply such examples.

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Corporate Gu ide l ines

Skol Brand identity

LOGOTYPE - INCORRECT USAGE

The examples below illustrate a non exhaustive number of incorrect versions of the logo. Never apply such examples.

Never use the logo with the arrow in place of the “o” on any packaging.

Use the arrow in place of the “o” for specific communication purposes in advertising & print when the “connection” needs to be emphasized.

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Corporate Gu ide l ines

Skol Brand identity

THE ICON

COLOUR LOGO

2-COLOUR LOGO

ONE COLOUR LOGO

CYAN BLA CKMAGENTA YE L LOW

Pan t o ne®1797

Pan t o n e®1797

Pan t o n e®109

LOGOTYPE - THE ICON

The rounded arrow demonstrates the spirit of “ SKOL connection ” through an icon (see Brand Diamond) adding a significant dynamic feature that makes the trademark attractive and unique.

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Corporate Gu ide l ines

Skol Brand identity

Pr in t app l icat ions

ITC NEWTEXT BT BOOK

ITC NEWTEXT BT DEMI

ITC NEWTEXT BT BOOK ITAL IC

ITC NEWTEXT BT DEMI ITAL IC

abcdefgh i jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 ? ! ( ) * / - + =

abcdefghi jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 ? ! () * / - + =

abcdefgh i jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 ? ! ( ) * / - + =

abcdefghi jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 ? ! () * / - + =

TYPOGRAPHIES ACCOMPANIMENT

We recommend the usage of two types of typography accompaniments: one for the printing applications and the other for word processing and desktop.These have been selected for their simplicity, easy readability even in small prints and for their image being simultaneously contemporary and timeless.

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Corporate Gu ide l ines

Skol Brand identity

(Word, PowerPoint, Internet...). As “ITC Newtext BT Book” typo does not exist for word processing, you should use “Ariel” instead. (However, in order to have optimise the font approach, you could modify the tool parameters: horizontal and vertical scales).This should help you have consistency in all your internal mail.

Desktop app l icat ions

ITC NEWTEXT BT BOOK

ITC NEWTEXT BT DEMI

ITC NEWTEXT BT BOOK ITAL IC

ITC NEWTEXT BT DEMI ITAL IC

abcdefgh i jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 ? ! ( ) * / - + =

abcdefghi jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 ? ! () * / - + =

abcdefgh i jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 ? ! ( ) * / - + =

abcdefghi jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 ? ! () * / - + =

TYPOGRAPHIES ACCOMPANIMENT

We recommend the usage of two types of typography accompaniments: one for the printing applications and the other for word processing and desktop.These have been selected for their simplicity, easy readability even in small prints and for their image being simultaneously contemporary and timeless.

“Beer is proof that

God loves us and wants us

to be happy.” Benjamin Franklin, 1706

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