brand style guide

This is a guide to help you understand

how to use the logo and graphic
elements of the SodaStream brand.

TABLE O F C O N T ENT S
3 introduction
4 logo
8 color
10 typography
12 products
14 imagery
18 contact information
19 disclaimer

2
I NTR O D U C TI ON

SodaStream Sparkling Water Makers allow you to

enjoy sparkling water at home in just seconds, without
carrying big bottles home from the grocery store or out
to the recycling bin. SodaStream lets you make fresh,
sparkling water as often as you like, while helping to
reduce the amount of disposable bottles in landfills.

In addition to being an environmentally sustainable

solution, SodaStream allows the flexibility to create
your own sparkling drinks by adjusting the fizziness
and flavor level to your personal taste.

SodaStream offers Sparkling Water Maker counter-top

appliances, Sparkling Drink Mixes to flavor your water,
Carbonating Bottles and CO2 Cylinders, available for
purchase online or at a retail location near you.

3
LO GO : pr i m ar y l o g o t y p e

This is the primary logo type. Always use the official

SodaStream logo. Never recreate or alter the logo.

The tagline should be used when the logo is applied

love your water
to promotional material or webpages. The logo
should appear at least once per piece of promotional
material or webpage. The logo and tagline are always love your water
to be presented in lowercase letters. When using the
SodaStream name in body copy, always capitalize smallest size 1.75”

both words and do not leave a space between them.

Use the logotype without the tagline when logo is

applied to any SodaStream product or packaging,
or when the logo must be reduced to a size
small enough to prohibit use of the tagline.

Acceptable taglines include the following:

smallest size 1”
“love your water” (primary)
“water made exciting”
“set the bubbles free”
“a smarter way to enjoy soda”

4
LO GO : c ol or v a r i a t i o n s

The black version of the logo is used in some cases.

On the SodaStream website, it is black-on-white. It is
love your water
shown as black-on-clear on the carbonating bottles.

The logo may be presented as white text on black,

blue, or various other colors depending on the
application, such as the flavor mix bottles. love your water

love your water

L O GO : pre v i o u s g e n e r a t i o n
In some cases, the previous version of the logo is
used. Here, the word “soda” is bold while “stream”
is in a regular-weight text, whereas the opposite
is true for the current primary logotype. Many
products featuring the previous generation of
logo type are still available on the market, such as
carbonation bottles, drink mixes and gas cylinders.

5
LO GO : a rea o f i s o l a t i o n
Always allow adequate white space surrounding the
logo. Follow these guidelines for this area of isolation.
After the X-height is measured, allow one full
measurement of the x-height below the main logo type.
Above the ascender, there should be a measurement
of 0.5 x-height. A measurement of 2/3 x-height
is found to the right and left of the logo type.
The tagline type point size is 3/4 (0.75) x-height.
1/2 X
X (43 pts) 2/3 X
1X
6
For example, when the x-height measures 43 points,
the point size of the tagline type is 33 point.
In some SodaStream packaging and labels,
these guidelines for the area of isolation are
disregarded. In these cases, the logo can be
situated close to an edge or secondary text.
2/3 X
love your water 33 pt
LO GO : m i s u s e o f l o g o t y p e

Be careful to preserve integrity of the logotype,

including proportions, color and alignment.
Below are some examples of how the logo
type are misused. Always avoid these.
sodastream

sodastream soda stream

love your water
X X X
wrong color warped altered justification

sodastream
X
sodastream
X
sodastream
X
stretched faded misaligned

sodastream sodastream
X X X
condensed gradient low contrast

X
sodastream
X
vertical wide kerning

7
C O LO R: pr i m a r y p a l e t t e
The primary color palette is very simple, and therefore
it is mandatory that the precise colors are used.
Many instances of the logo are presented in
black-on-white or black-on-transparent, or
white on top of a drink mix flavor color.
When SodaStream Blue is used, it is vital that
the color be matched precisely using Pantone
values or the following CMYK or RGB values.
Under no circumstances should the logo
appear in a color not presented here on any
and all collateral materials or products.

SodaStream Blue white black

PANTONE: 2925C PANTONE: white PANTONE: black

CMYK: 74 24 0 0 CMYK: 0 0 0 0 CMYK: 63 62 59 94
WEB: R0 G158 B227 WEB: R255 G255 B255 WEB: R0 G0 B0

8
COLOR: s e c o n d a r y a n d a c c e nt

The current generation of packaging features subtle The previous generation features fruit, as well as accent
gradients and photographic accent color, such as fruit. spot color and a secondary blue tint.

Dark Blue
PANTONE: 7683C
CMYK: 91 58 4 0
WEB: R2 G207 B175

[SodaStream Blue]

Light Blue Green Orange

PANTONE: 637C PANTONE: 368C PANTONE: 165C
CMYK: 71 7 6 9 CMYK: 44 0 92 0 CMYK: 0 75 100 0
WEB: R26 G180 B217 WEB: R153 G212 B70 WEB: R244 G100 B21

9
T YPOGRAP H Y: p r i m a r y t y p e f ace

The following typefaces are used when representing

the SodaStream in print, web, collateral or physical

Helvetica Neue product applications in order to project a clean, modern

aesthetic consistent with the brand identity. The
primary typeface is Helvetica Neue.

Helvetica Neue 45 Light

ABCDEFGHIJKLMNOPQRSTU Logo: logo type & tagline
the quick brown fox jumped over the lazy dog. Product Packaging: fine-print
1234567890$%&()“”‘’

Helvetica Neue 65 Medium Logo: logo type

ABCDEFGHIJKLMNOPQRSTU Product Packaging: descriptions
the quick brown fox jumped over the lazy dog. Web: body copy
1234567890$%&()“”‘’ Print: marketing collateral body copy

Helvetica Neue 75 Bold

ABCDEFGHIJKLMNOPQRSTU Web: headings & call-outs
the quick brown fox jumped over the lazy dog. Print: marketing collateral
1234567890$%&()“”‘’

10
T YPOGRAP H Y: s e c o n d a r y t y p e f aces

Helvetica Neue 77 Bold Condensed

ABCDEFGHIJKLMNOPQRSTU Product Packaging: labeling
the quick brown fox jumped over the lazy dog.
1 2 3 4 5 6 7 8 9 0 $ % & ( )“ ”‘ ’

Arial Bold
ABCDEFGHIJKLMNOPQRSTU Web: main navigation
the quick brown fox jumped over the lazy dog.
1234567890$%&()“”‘’

Arial Regular
ABCDEFGHIJKLMNOPQRSTU Web: sub-navigation
the quick brown fox jumped over the lazy dog.
1234567890$%&()“”‘’

Futura Medium

ABCDEFGHIJKLMNOPQRSTU Product Packaging: flavor mix labels

the quick brown fox jumped over the lazy dog.
1234567890$%&()“”ʻʼ

11
PRO D U C TS : p r i m a r y l i n e

Spa r kling Ca rb ona ting Gas

Wate r Maker s* B ottle s Cy lind e rs

* this is a sampling of the 7 total Sparkling Water Maker models currently available on the market
12
PRO D U C TS : s p a r k l i n g d r i n k mix *

Ori g i n al Natur ally Ene rgy Fla v or

F l avo rs S weete ne d & Es s e nc e s
“So da M i x” “Wate r s” S p e c ia lty “Drop s ”

* this is a sampling of the many flavors available for each category shown here
13
I MAG ERY: ch a r a c t e r i s t i c s

• vivid color • whole fruits and vegetables

• prevalent white • daylight photography

• ice cubes • weathered wood

• clear glasses • carbonation bubbles

14
I MAG ERY: ke y w o rd s

• bright • juicy • natural

• vibrant • refreshing • colorful

• fresh • healthy • appealing

• glistening • delicious • crisp

15
I MAG ERY: m i s u s e

• crowded • no ice

• jumbled • no carbonation

• too complex • no fruit

• poor photography • dim photograph

• messy slices • unappealing

• dark background • not refreshing

16
I MAG ERY: m i s u s e

• cluttered

• obscured logo

• obscured product

• bad lighting

• oblique angle

• altered product

• poor lighting

• distortion

• cropping

17
C O N TAC T I N F O R M AT I O N

WEBS I TE www. s oda s t re a m u s a . c om

CORP ORATE S oda S t re a m US A

OFFI CE 1 3 6 G a it h e r Driv e , S u it e 2 0 0
Mt L a u re l, NJ 0 8 0 5 4

P HONE 1.800.763.2258
Hours ( 9 a m - 7 p m ES T)

FA X 1.856.874.4648

EM A I L inf o@s od a s tre a m s up p ort. c om

18
D IS C LAI MER

This Brand Style Guide was created by Lauren Aldrich

in 2017 for Art Institute of Seattle as part of the graphic
design curriculum. This guide is an example of student
work for the purpose of a student portfolio, and is not
official documentation of this corporate brand.

All style guidelines are interpreted by Lauren Aldrich

based on publicly available information about
SodaStream, but no direct contact was made with the
company, and these guidelines are not approved by
SodaStream USA. Use the contact information on the
previous page to obtain official guidelines.

Lauren Aldrich
lauren.e.aldrich@gmail.com
www.laurenaldrich.com

19
 WEB SI T E www. s o da s t re a m u s a . c o m

C O R P O R ATE So da St re a m U SA
O FFI C E 1 3 6 G a i t h e r D r i v e , Su i t e 2 0 0
Mt L a u re l , N J 0 8 0 5 4

PHONE 1.800.763.2258
H ou r s ( 9 a m -7 p m EST )

FA X 1.856.874.4648

EMA I L i n f o @ s od a s t re a m s u p p o r t . c o m

D I SC L A I MER This Brand Style Guide was created by Lauren

Aldrich in 2017 for Art Institute of Seattle. This
guide is an example of student work and is not
official documentation of this corporate brand.

All style guidelines are interpreted by Lauren

Aldrich based on publicly available information
about SodaStream. These guidelines are
not approved by SodaStream USA. Use the
contact info above to obtain official guidelines.

STYL E G U I D E Lauren Aldrich

D ESI G N ER lauren.e.aldrich@gmail.com
www.laurenaldrich.com
© Lauren Aldrich 2017