Wine & Spirits Brand Guidelines
This is a guide to the language and design elements that make up the Kentucky Eagle Wine & Spirits identity. It includes advice, templates, and sample executions that demonstrate how to bring our brand to life.
Logos
Primary Logo
The Kentucky Eagle Wine & Spirits logo is an extension of the original “Kentucky Eagle” logo. It contains the words “Wine & Spirits” in the same typeface and color as “EST. 1948” in the original logo.
This is our primary logo for all Wine & Spirits communications. Do not stretch or skew this logo. Do not change the typeface or color of the “Wine & Spirits” element.
One Color Logos
Minimum Size
Clear Space
Colors
Primary Colors
The Wine & Spirits color palette includes the dark gray and gold from the original Kentucky Eagle identity. These are the primary colors for the Wine & Spirits division of Kentucky Eagle, and should be used on most Wine & Spirits applications.
Dark Gray
RGB 26 / 26 / 26
CMYK 72 / 66 / 65 / 78
PANTONE 447 C
HEX #1A1A1A
RGB 26 / 26 / 26
CMYK 72 / 66 / 65 / 78
PANTONE 447 C
HEX #1A1A1A
Gold
RGB 128 / 118 / 77
CMYK 47 / 43 / 76 / 18
PANTONE 450 U
HEX #7E785A
RGB 128 / 118 / 77
CMYK 47 / 43 / 76 / 18
PANTONE 450 U
HEX #7E785A
Secondary Color
This merlot color was selected exclusively for the Wine & Spirits division of Kentucky Eagle. It is to be used as a background color on limited Wine & Spirits applications, like the backs of business cards or as an option for uniform shirts. The merlot and dark gray should never be used together, as they are too similar in value.
Merlot
RGB 51 / 11 / 34
CMYK 63 / 83 / 57 / 71
PANTONE 7645 C
HEX #330B22
RGB 51 / 11 / 34
CMYK 63 / 83 / 57 / 71
PANTONE 7645 C
HEX #330B22
Color Definitions
Color works differently in print than on screen, so you’ll need different color codes for each.
Pantone (PMS)
The Pantone system is used for precise color matching – you can give a Pantone reference to any printer, anywhere, and they’ll print the exact same color.
The Pantone system is used for precise color matching – you can give a Pantone reference to any printer, anywhere, and they’ll print the exact same color.
CMYK (Cyan/Magenta/Yellow/Black)
The print files will be delivered in CMYK color mode, which is suitable for commercial full color and everyday printing.
Note: If you try placing a CMYK file into a Microsoft Office program and the image doesn’t display correctly, try the RGB version.
RGB (Red/Green/Blue)
These colors are used in monitors, television screens, digital cameras and scanners. Digital logo files are in RGB color mode.
HEX (Hexadecimal)
This six digit code is associated with websites, viewed on a screen, and refers back to the RGB color.
Typography
Example
Headline
Source Serif Pro Bold
Source Serif Pro Bold
Subhead
Open Sans Bold
Open Sans Bold
Body Copy
Open Sans Regular
Open Sans Regular
Language
Name
We are Kentucky Eagle Wine & Spirits. As this is a newly named division of Kentucky Eagle, always write out the full name. Always use an ampersand between “Wine & Spirits.” Do not shorten the name or use abbreviations.
We are Kentucky Eagle Wine & Spirits.
We are Kentucky Eagle wine and spirits.
We are Kentucky Eagle Wine + Spirits.
We are Kentucky Eagle W&S.
We are KEI WS.
Headlines
These headlines are to be used on Kentucky Eagle Wine & Spirits launch collateral.
- Lifting spirits since 1948.
- Elevate the occasion.
- We have character—so do our wines.
Secondary Headlines
These headlines are to be used on future Kentucky Eagle Wine & Spirits collateral.
- Like a fine wine. Since 1948.
- Greatness by the glass.
- Something worth celebrating.
- Love at first pour.
About Statement
We distribute wine and spirits with passion, knowledge, and attention to detail. With a selective and diverse portfolio, our expertise is matched only by an unwavering work ethic. A certified Kentucky Proud company, we know great taste means nothing without great people behind it.
Origin Story
During the Great Depression, OA Bakhaus took a risk and relocated his family from Oklahoma to Lexington, Kentucky to make a better life. He worked tirelessly, acquiring several businesses, including the purchase of Bennie Robinson, Inc in 1948 – the one that would become Kentucky Eagle. A lot has changed since then. Beers have come and gone; the business has grown in size and scope. Second generation leader Ann Bakhaus took the company from an exclusive Anheuser-Busch distributor to a total beverage distributor. What hasn’t changed is the will to go above and beyond every day. Excellence in all we do. Connection to community.
Today, Mr. Bakhaus’ legacy is carried on, through the third generation of leadership and the work of the entire Kentucky Eagle team.
Short Purpose Statement
We deliver good times by distributing beer, wine, spirits, and snacks to your favorite outlets.
Long Purpose Statement
We deliver good times by distributing beer, wine, spirits, and snacks to your favorite outlets, assuring quality control through our product knowledge. With a strong family legacy and dedicated family of employees, we push ourselves to succeed every damn day.
Vision Statement
We are leading Kentucky Eagle into a new era of innovation. We intend to be the most forward-looking distributor in our industry, challenging the status quo every day.
Core Values Graphic
Collateral
Business Card
Use this template when making standard 3.5” x 2” business cards with gold foil.
Truck Back & Front
Use this design for the back & front of your trailers and trucks. As the specific size will vary depending on vehicle, contact Tate Russell for design files.
Truck Side: Option 1 – Primary Tagline
Use this design for the side of your trucks. As the specific size will vary depending on vehicle, contact Tate Russell for design files.
Truck Side: Option 2 – Primary Tagline
Use this design for the side of your trucks. As the specific size will vary depending on vehicle, contact Tate Russell for design files.
Truck Side: Option 3 – Secondary Tagline
Use this design for the side of your trucks. As the specific size will vary depending on vehicle, contact Tate Russell for design files.
Truck Side: Option 4 – Secondary Tagline
Use this design for the side of your trucks. As the specific size will vary depending on vehicle, contact Tate Russell for design files.
Truck Side: Option 5 – Secondary Tagline
Use this design for the side of your trucks. As the specific size will vary depending on vehicle, contact Tate Russell for design files.
Truck Side: Option 6 – Secondary Tagline
Use this design for the side of your trucks. As the specific size will vary depending on vehicle, contact Tate Russell for design files.
Truck Side: Option 7 – Secondary Tagline
Use this design for the side of your trucks. As the specific size will vary depending on vehicle, contact Tate Russell for design files.
Van: Option 1 – Primary Tagline
Use this design for the side of your vans. As the specific size will vary depending on vehicle, contact Tate Russell for design files.
Van: Option 2 – Primary Tagline
Use this design for the side of your vans. As the specific size will vary depending on vehicle, contact Tate Russell for design files.
Van: Option 3 – Secondary Tagline
Use this design for the side of your vans. As the specific size will vary depending on vehicle, contact Tate Russell for design files.
Van: Option 4 – Secondary Tagline
Use this design for the side of your vans. As the specific size will vary depending on vehicle, contact Tate Russell for design files.
Van: Option 5 – Secondary Tagline
Use this design for the side of your vans. As the specific size will vary depending on vehicle, contact Tate Russell for design files.
Van: Option 6 – Secondary Tagline
Use this design for the side of your vans. As the specific size will vary depending on vehicle, contact Tate Russell for design files.
Van: Option 7 – Secondary Tagline
Use this design for the side of your vans. As the specific size will vary depending on vehicle, contact Tate Russell for design files.
Shelf Talker Template
Use this template when making 3.5 x 4.75 inch shelf talkers.
Manilla Envelope
Use this template when making manilla shipping envelopes.
Folded Notecard & A6 Envelope
Use this template when making 4” x 6” folded note cards and A6 envelopes.
Outlook Email Signature and Instructions
Use these instructions to set up Kentucky Eagle Wine & Spirits email signatures.
Powerpoint Template
Social Media Assets
Use these images on Kentucky Eagle Wine & Spirits social media platforms.
