Brand
Manual
Poland
Brand Manual
The purpose of this Red Bull MOBILE Brand Manual is to ensure that everything we do is in line with brand equity. It is meant to guide all “Red Bulls” as well as their counterparts – the Kastner&Partner affiliates and other local creative agencies – on HOW we work with the Red Bull MOBILE brand. The information on WHY is beyond the scope of this Brand Manual.
Everything from how we handle activations to event integrations can be found in specific strategy papers and guidelines issued by the different department specialists.
Everything from how we handle activations to event integrations can be found in specific strategy papers and guidelines issued by the different department specialists.
Introduction
Understanding the Red Bull MOBILE Brand and expanding it in line with its values and princiles is the key to consistent brand equity around the world
With a focus on sports, culture and lifestyle content, Red Bull Media House offers a wide range of premium media products for TV, cell phones, digital, audio, and print services.
Red Bull MOBILE was launched in Austria in 2008 as a product of Red Bull Media House and is now available in several countries.
Red Bull MOBILE offers state-of-the-art cellphones, cell phone plans and the World of Red Bull. It is offered in cooperation with one wireless service provider per territory and is integrated into
Red Bull’s marketing and communication mix.
Red Bull MOBILE was launched in Austria in 2008 as a product of Red Bull Media House and is now available in several countries.
Red Bull MOBILE offers state-of-the-art cellphones, cell phone plans and the World of Red Bull. It is offered in cooperation with one wireless service provider per territory and is integrated into
Red Bull’s marketing and communication mix.
Product Benefits &
Key Features
Key Features
in the world of telecommunications, every wireless service provider offers standard cell phone plans. we take service to the next level – Red Bull MOBILE provides exclusive access to the world of Red Bull.
In addition to tailor-made solutions with telecommunications bundles that include state-of-the-
art cell phones and cell phone plans with prepaid and/or postpaid options, Red Bull MOBILE provides unlimited special access to the World of Red Bull - a unique combination of real-life experiences & digital entertainment.
Red Bull MOBILE customers will have the chance to attend Red Bull and partner events, with once-in-a-lifetime opportunities like hanging out with their favorite Red Bull athletes, or simply enjoying a wide selection of digital content and merchandise.
Product benefits: Red Bull MOBILE provides access to the World of Red Bull
Key features: Cell phone plan + cell phone + benefits from the World of Red Bull
art cell phones and cell phone plans with prepaid and/or postpaid options, Red Bull MOBILE provides unlimited special access to the World of Red Bull - a unique combination of real-life experiences & digital entertainment.
Red Bull MOBILE customers will have the chance to attend Red Bull and partner events, with once-in-a-lifetime opportunities like hanging out with their favorite Red Bull athletes, or simply enjoying a wide selection of digital content and merchandise.
Product benefits: Red Bull MOBILE provides access to the World of Red Bull
Key features: Cell phone plan + cell phone + benefits from the World of Red Bull
Brand Positioning
“Red Bull MOBILE pushing the limits” is Red Bull MOBILE’s brand positioning, i.e., what the brand stands for.
It means consumers are able to do what they want to do.
Red Bull MOBILE gives them the tools to make their dreams come true. Moreover, “pushing the limits” conveys the ideas of freedom and independence, and it plays with the notion of pushing the boundaries of what is possible.
“Red Bull MOBILE pushing the limits” is also the creative translation
of our products key features (cell phone plan + cell phone + benefits from the World of Red Bull) into inspirational advertising language. It is our promise to consumers and challenges the status quo, defining our mission in telecommunications. If there is one phrase we want consumers to associate with Red Bull MOBILE, it is
“Red Bull MOBILE pushing the limits.”
This unique positioning is the basis for every form of Red Bull MOBILE communication. Not only does it express the brands benefit to consumers, it is also the cornerstone of the Red Bull MOBILE image.
It also functions as the benchmark against which everything we do is judged. Every idea must be intelligent, fresh, unique and fully in line with our brand positioning and brand personality.
Red Bull MOBILE gives them the tools to make their dreams come true. Moreover, “pushing the limits” conveys the ideas of freedom and independence, and it plays with the notion of pushing the boundaries of what is possible.
“Red Bull MOBILE pushing the limits” is also the creative translation
of our products key features (cell phone plan + cell phone + benefits from the World of Red Bull) into inspirational advertising language. It is our promise to consumers and challenges the status quo, defining our mission in telecommunications. If there is one phrase we want consumers to associate with Red Bull MOBILE, it is
“Red Bull MOBILE pushing the limits.”
This unique positioning is the basis for every form of Red Bull MOBILE communication. Not only does it express the brands benefit to consumers, it is also the cornerstone of the Red Bull MOBILE image.
It also functions as the benchmark against which everything we do is judged. Every idea must be intelligent, fresh, unique and fully in line with our brand positioning and brand personality.
Brand Personality
Who is Red Bull?
Red Bull’s personality is the key to understanding the brand, its values and principles. like a person, Red Bull has its own personality traits and attitude.
Red Bull’s personality is the key to understanding the brand, its values and principles. like a person, Red Bull has its own personality traits and attitude.
This personality determines everything about the brand: the way it positions itself, the way it deals with partners, and its approach to sports and event marketing. So understanding the brand personality is absolutely crucial. If you are unsure as to whether an idea fits Red Bull’s personality, ask yourself this:
“Does the idea include many of the brand personality traits listed on the right?”
The following traits describe the complex Red Bull brand personality.
As a Red Bull brand Red Bull MOBILE shares the Red Bull brands personality and the way we talk to our consumers. We talk to our target group in a way that is direct, clear and understandable, in line with the Red Bull tone of voice. Red Bull’s brand attributes apply to Red Bull MOBILE as well and, according to customer feedback, the following attributes should also be added: innovative, differentiated and unexpected.
“Does the idea include many of the brand personality traits listed on the right?”
The following traits describe the complex Red Bull brand personality.
As a Red Bull brand Red Bull MOBILE shares the Red Bull brands personality and the way we talk to our consumers. We talk to our target group in a way that is direct, clear and understandable, in line with the Red Bull tone of voice. Red Bull’s brand attributes apply to Red Bull MOBILE as well and, according to customer feedback, the following attributes should also be added: innovative, differentiated and unexpected.
enigmatic
individual
self-confident
non-conformist
self-ironic
professional
relaxed
genuine
polarizing
loves life
unpredictable
anti-authoritarian
ingenious
How we see ourselves
We are a professional, success-oriented and entrepreneurial company. we do take our business seriously – but we don’t take ourselves too seriously.
We only do things that are right, make sense and are socially responsible.
We are unique and non-conformist. We have a passion for quality and a love of detail.
We are self-confident and, therefore, we can be self-ironic. We love life. Our enthusiasm stimulates those around us without being intrusive or annoying.
Our communication is entertaining and intelligent. We are always serious when it comes to communicating the Red Bull MOBILE product benefit.
In all our work, we adhere to the highest standards, reflecting the quality of the products.
We keep a close eye on the market, staying one step ahead of our competitors. Where others are reactive, we are proactive.
We are known for our creativity and spontaneity, and we want things to stay that way.
We are unique and non-conformist. We have a passion for quality and a love of detail.
We are self-confident and, therefore, we can be self-ironic. We love life. Our enthusiasm stimulates those around us without being intrusive or annoying.
Our communication is entertaining and intelligent. We are always serious when it comes to communicating the Red Bull MOBILE product benefit.
In all our work, we adhere to the highest standards, reflecting the quality of the products.
We keep a close eye on the market, staying one step ahead of our competitors. Where others are reactive, we are proactive.
We are known for our creativity and spontaneity, and we want things to stay that way.
Target Consumers
Red Bull MOBILE’s target consumers are best described as people with a certain state of mind or attitude (attitudinal target group) rather than members of a specific socio-demographic group.
Creative Target = Marketing Target Group
This is the consumer group we have in mind when we develop our marketing activities. It starts with entry-point consumers i.e., young people around the age of 15. Plus the creative target group also encompasses consumers in their twenties. For all of them Red Bull MOBILE products are relevant.
In absolute numbers, Red Bull MOBILE users are primarily in the age of 17-39. This needs to be considered for media planning to leverage potentials within the field of telecommunications.
15-19 year old consumers are the next generation and a very crucial consumer group for us. Experience has shown that if we succeed in winning every entry-point generation for
Red Bull MOBILE by being relevant for their lifestyle and aspirational as a brand, we ensure sustained growth.
This is the consumer group we have in mind when we develop our marketing activities. It starts with entry-point consumers i.e., young people around the age of 15. Plus the creative target group also encompasses consumers in their twenties. For all of them Red Bull MOBILE products are relevant.
In absolute numbers, Red Bull MOBILE users are primarily in the age of 17-39. This needs to be considered for media planning to leverage potentials within the field of telecommunications.
15-19 year old consumers are the next generation and a very crucial consumer group for us. Experience has shown that if we succeed in winning every entry-point generation for
Red Bull MOBILE by being relevant for their lifestyle and aspirational as a brand, we ensure sustained growth.
Attidudinal Target = User Target Group
People who:
- have drive,
- are dynamic and performance-oriented, and
- want to have fun and enjoy life.
In short, people who are mentally and physically active with a zest for life.
So the Red Bull MOBILE target group includes among many others:
- Red Bull brand lovers,
- Red Bull can lovers,
- Live music fans,
- Gaming enthusiasts,
- Fitness and active lifestyle fans,
- Motorsport supporters,
- Students,
- Young entrepreneurs.
Creative Target
15-29 Gen Z & Y
15-29 Gen Z & Y
Attitudinal Target
Mentally
and physically active
people with a zest for life.
Mentally
and physically active
people with a zest for life.
Winning Consumers
First of all, we have to ensure that consumers get to know the brand and what Red Bull MOBILE and its product efficacy are all about. This is guaranteed by our marketing mix and should directly make the consumer want the product.
the combination of a great product experience and an inspirational brand makes consumers see Red Bull MOBILE as their preferred choice (love) and makes them want to stay with it.
Logo
The Logo is the most important element of our brand and should always be featured prominently on landing pages.
The white logo can be used on the blue background.
It is the most used version of the logo.
It is the most used version of the logo.
The gray logo should only be used on a white background.
The horizontal white logo can be used on a blue background for landscape layouts.
The horizontal gray logo can be used on a white background for landscape layouts.
Logo Placement
This is the placement of the logo on social media templates.
Always use the logo strip as is (the red, blue, and logo elements), along with the white borders.
Always use the logo strip as is (the red, blue, and logo elements), along with the white borders.
The width of the logo strip is approximately 1/3 of the entire canvas size.
The thickness of the white borders is equal to 35px on square social media posts.
The thickness of the white borders is equal to 35px on square social media posts.
Adjust the width and height of the logo strip, as well as the thickness of the white borders, in relation to each specific canvas size.
When it comes to landscape artwork, use the side-by-side logo.The logo goes on top of a blue shape (coming from the very top right of the canvas) that has a slant angled downward from the left.Add a red shape that is equal in width to the blue shape.The height and slant of the blue shape is relative to the artwork.The size of the logo is relative to the artwork.
Logo Minimum Size
For print, the minimum size of the logo should not be less than 2cm (width).
For digital, the minimum size of the logo should not be less than 120px (width).
For digital, the minimum size of the logo should not be less than 120px (width).
Logo Clear Space
Use the height of 'MOBILE' as a minimum clear space on all sides.
Placement
On desktop screens the logo is always placed in the top left corner. Use the width of the 'R' as a minimum clearspace. On mobile devices with centered content the logo can be centered as well.
Logo Misuse
Do not use the logo on red.
Do not use the gray logo on blue.
Do not rotate the logo.
Do not separate the logo entities.
Do not remove the Red Bull logo.
Colours
By using blue and white as our primary colours the website has modern feel and leaves room for colourful photos of athletes and devices. The colour red is a strong secondary colour for highlighting important elements and increasing interaction
Blue
#001136
R: 0, G: 17, B: 54
C: 100, M: 70, Y: 0, K:70
#001136
R: 0, G: 17, B: 54
C: 100, M: 70, Y: 0, K:70
Red
#db0c40
R: 219, G: 10, B: 64
C: 5, M: 100, Y: 65, K:0
#db0c40
R: 219, G: 10, B: 64
C: 5, M: 100, Y: 65, K:0
Light Grey
#e6e7e8
R: 230, G: 231, B: 232
C: 9, M: 6, Y: 6, K:0
#e6e7e8
R: 230, G: 231, B: 232
C: 9, M: 6, Y: 6, K:0
white
#ffffff
R: 255, G: 255, B: 255
C: 0, M: 0, Y: 0, K:0
#ffffff
R: 255, G: 255, B: 255
C: 0, M: 0, Y: 0, K:0
Dark Grey
#333333
R: 51, G: 51, B: 51
C: 69, M: 60, Y: 56, K:66
#333333
R: 51, G: 51, B: 51
C: 69, M: 60, Y: 56, K:66
Usage
As the main colour, blue can be used for multiple compositions. It is used as primary colour for sections, buttons, & badges.
white is used as text colour on darker backgrounds or as background colour for pages or sections. It also can be used as a background colour for elements on darker backgrounds. eg icons or badges
Red is used as a hover colour on boxed CTA elements or on elements that need extra attention.
Dark Grey is used as primary colour for text on white or light grey background. It must not be used as a background colour
Light Grey can be used as background colour for sections or containers to create a visible distinction between elements or sections
Typography
We use our corporate typeface 'Bull' for all text elements. Use the colour 'dark grey' on light backgrounds and the colour 'white' on darker backgrounds.
Bull Regular
Used for body copy
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789.:;(*!?;?/\”)£$€%^&-+@
abcdefghijklmnopqrstuvwxyz
0123456789.:;(*!?;?/\”)£$€%^&-+@
Bull Medium
Used for subheadlines
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789.:;(*!?;?/\”)£$€%^&-+@
abcdefghijklmnopqrstuvwxyz
0123456789.:;(*!?;?/\”)£$€%^&-+@
Bull Bold
Used for headlines & benefits
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789.:;(*!?;?/\”)£$€%^&-+@
abcdefghijklmnopqrstuvwxyz
0123456789.:;(*!?;?/\”)£$€%^&-+@
Bull Font
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890!€
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890!€
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890!€
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890!€
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890!€
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890!€
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890!€
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890!€
Font pairing examples
Hero Headline
Hero Subheadline. Short and catchy.
H: Bull Bold, Size: 60px, Height: 130% | Sub: Bull Regular, Size: 24px, Height: 130%
Topline
Hero Headline
Paragraph underneath a Hero Headline. It's a bit smaller than a subheadline and the line height is optimized for perfect readability on multi-line paragraphs.
Top: Bull Thin, Size: 16px, Height: 130%, Letter spacing: 1px | H: Bull Bold, Size: 60px, Height: 130% | P: Bull Regular, Size: 20px, Height: 130%
Content Headline
Erlebe die Technik der nächsten Generation: Das neue iPhone 11 brilliert mit einem 6,1“ All-Screen LCD Multi-Touch Display (15,5 cm Diagonale) und IPS Technologie für gestochen scharfe Farben und dem hyperschnellen A13 Bionic Smartphone Chip für flüssiges, hocheffizientes Arbeiten ohne Geschwindigkeitsverlust. Oder einfacher ausgedrückt: Das iPhone ist exakt das, was du brauchst!
H: Bull Bold, Size: 40px, Height: 110% | P: Bull Normal, Size: 16px, Height: 150%
small print:
Jetzt um € 0,- in ausgewählten Red Bull Mobile Tarifen aktiviert. Bei der Nutzung ausgewählter Partnerdienste wird verbrauchtes Datenvolumen im Inland nicht verrechnet. Befristet nutzbar bis 01.02.2022. Aktuelle Partner auf www.redbullmobile.at/free-stream. Streaming ohne Datenverbrauch: im Inland unlimitiert, davon im EU Ausland tarifabhängig.
H: Bull Bold, Size: 12px, Height: 140% | P: Bull Normal, Size: 12px, Height: 140%
Typography Misuse
This is not a headline but some long text inside of a div block. This is not a headline but some long text inside of a div block.
do not use heavy weights as body copy
This is not a headline but some long text inside of a div block. This is not a headline but some long text inside of a div block.
only use dark grey or white for copy
text or headlines
text or headlines
Don't place text too close to other elements
not enough clearspace
Headline
only adjust letter spacing on toplines
Headline
Long copy text that contains important information. Long copy test that contains important information
some small text blocke
create a clear distinction between different
levels of hierarchy
levels of hierarchy
Patterns
The patterns will only be used on digital media and not print.
The patterns are divided into two sets. A primary set of patterns, made out of the initials of Red Bull MOBILE, which are the R, B and M patterns, and a secondary set of patterns, which are abstractin nature.
The patterns are divided into two sets. A primary set of patterns, made out of the initials of Red Bull MOBILE, which are the R, B and M patterns, and a secondary set of patterns, which are abstractin nature.
Primary Patterns
Secondary Patterns
Cross Pattern
Photography Style
Lifestyle Photography Style
Sports Photography Style
Composition
Lifestyle Grid
Place the background image - always a sports, in-mid-motion image taken from the Red Bull content pool - within our white borders.
Place a slightly dark black fill on top of the image and then add our logo strip.
Add a lifestyle image inside of a square/rectangle on top of our composition.
Add the cut-outs that will extend outside of the borders of the square/rectangle .
Finish up by adding the typography.
Lifestyle Grid Examples
Social Media Post
Horizontal Layout
Telco Grid
Place our red solid background with our white borders around it.
Add our logo strip to the right.
Place one of our patterns under the logo strip. Add the Xs on top of the pattern (either under or over the logo strip), and then add our lock-up "anders wie immer".
Add a phone with our imagery/design inside of it, and then proceed with adding our typography, which will be the message being communicated. It is always preferable to have the design that is inside the phone animated.
Telco Grid Examples
Highlighted content on the artwork should go inside a sharp square/rectangle.
Lifestyle & Telco Grid
Start by placing our white borders around the artwork.
Add a red square/rectangle to the right side of the artwork on top of the white borders.
Add our lifestyle grid on top of our composition.
Place our lock-up, one of our patterns, the Xs, and then the telco offer on top of the blue and red shapes.
Lifestyle & Telco Grid Examples
Website Header
Website Footer
Photography
Photography plays an important role in transmitting the core values of our brand. The photos should create a connection between athletes and our customers and in general represent an active and energetic lifestyle.
Campaigns
Our campaigns always feature a Red Bull athlete and a certain type of sport. This gives us the possibility of telling a story that brings our customers and athletes closer together.
Hero image on the homepage with enough negative space to highlight the athlete and make room for other elements. (hover over image)
We do not only show action photos but also show the athletes in a more relaxed environment which makes it more relatable and personal.
Other
Besides our campaign photos that feature our athletes we choose photos of people in life situations that are connected to an energetic, sporty & social lifestyle.
UI Elements
The following is a selection of important UI Elements that are featured across the website.
Buttons
The primary color for most buttons is 'blue' with 'red' as a hover colour. On dark backgrounds the rectangle has a solid white 1px border. Only the device grid features two more buttons. The 'more info button' appears when hovering over a device and has a white background colour. The filter and sort buttons have a light grey background colour.
Device grid - hover on button
Smartphones um € 0,-
sort & filter button
Links
Tarife Card
österreichweit
30 Mbit/s Download
6 Mbit/s Upload
4G/LTE
inkl. Cube um 0€
€
19,90
pro
Monat
Badge
The badge is mostly used for prices but can also be used for certain scenarios where an element needs more attention. Use 'blue' as a background colour on lighter backgrounds and 'white' for darker backgrounds.
