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Logo
Our name, wordmark and peaks are our strongest assets. They tell audiences about our heritage, our source and our authentic story. Our preference is to use the wordmark and peaks separately from each other, creating a path to true iconicity for our key assets.
Logo overview
Our logo assets come in three different formats: wordmark, peaks, and logo lock-up. Each one has its own nuance and uses across our applications.
Wordmark
Peaks
Logo Lock up
Wordmark
Our name and wordmark is one of our strongest assets. It can — and should — be used in isolation to bring iconicity to our brand.
Wordmark Sizing and Clear Space
To ensure prominence and legibility, our logos are always surrounded by a minimum clear space equal to the height of the ‘e’ in our wordmark. This space should remain free of any graphic elements. To maintain clarity at all times, our wordmark should not be reproduced below the minimum sizes indicated for both print and digital.
- front
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Wordmark Small Use
In print instances where we need to use our wordmark in very small sizes, we have a specific small use wordmark that can be identified by the significantly larger registration symbol. This should only be used between the sizes of 45mm to 15mm in print.
Wordmark Colour
Our wordmark should only be set in evian Red or Pure White.
Wordmark Dos
Our wordmark must be used consistently to maintain visual cohesion across the evian brand. Here are some examples of best-in-class uses of our wordmark.
Wordmark Don’ts
Here are some examples of how not to treat our wordmark
X Don't
Set our wordmark in other colours
X Don't
Place our wordmark on backgrounds that don’t provide enough legibility
X Don't
Outline elements of the wordmark.
X Don't
Use any effects on our wordmark, such as drop shadows
Peaks
Our peaks symbol is iconic and instantly recognisable. It is one of our strongest distinctive brand assets, which is why we treat it with respect and always carefully consider how and where we use it
Peaks Sizing
To maintain clarity at all times, our peaks should not be reproduced below the minimum sizes indicated for both print and digital applications.
Peaks Colour
In print instances where we need to use our wordmark in very small sizes, we have a specific small use wordmark that can be identified by the significantly larger registration symbol. This should only be used between the sizes of 45mm to 15mm in print.
Peaks Gradient Colour
In some use cases, we can use gradients in our peaks. These logos can only be set in full colour (evian Blue peaks + evian Pink gradient), evian Pink or Pure White.
Full colour gradient peaks
Pink gradient peaks
White gradient peaks
Peaks Special Treatments
As our most distinctive brand asset, our peaks have the flexibility to adapt and change to different environments and visual treatments. These treatments are carefully considered and should only be produced by the creative team at Jones Knowles Ritchie.
Peaks Don'ts
Our peaks must be used consistently to maintain visual cohesion across the evian brand. Here are some examples of how not to treat our peaks.
X Don't
Set our peaks in other colours.
X Don't
Rotate our peaks.
X Don't
Change the proportions or positioning of individual peaks.
X Don't
Super crop the peaks so that only one peak is visible.
X Don't
Tile our peaks or create a pattern with them.
X Don't
Use grey peaks.
X Don't
Change the gradient colour in the peaks.
X Don't
Repeat and join the peaks together.
Logo Relationships
We want our wordmark and peaks to exist separately from each other on the same canvas. By leveraging the wordmark and peaks individually, we have the opportunity to drive distinction, and the flexibility to use our peaks in different ways across different executions; like treating them with premium irreverence or allowing us to flex for bigger, more playful expressions
Separated
In some instances, we can use both the peaks and wordmark as standalone assets. While it’s simpler to use our wordmark separately, the peaks need more consideration and context when applied in certain scenarios, e.g. when the wordmark appears nearby, on large-scale wall art, limited edition merch, or in specialty printing.
Logo Relationships Don’ts
Here are some examples of how not to treat our wordmark and peaks together
X Don't
Position our peaks above our wordmark in a way that looks too close to our logo lock-up.
X Don't
Scale our peaks and wordmark too closely
X Don't
Overlap our peaks and wordmark
X Don't
Use more than one peak and one wordmark on an application.
Logo Lock-up
Our logo lock-up is made up of our evian wordmark and our peaks symbol. This is only to be used in cases where a full lock-up is required e.g. partnership lock-ups, sponsorship walls etc. We always try to prioritise the wordmark and peaks appearing separately from each other.
Logo Lock-up Sizing & Clear Space
To ensure prominence and legibility, our logos are always surrounded by a minimum clear space equal to the height of the ‘e’ in our wordmark. This space should remain free of any graphic elements. To maintain clarity at all times, our logo lock-up should not be reproduced below the minimum sizes indicated for both print and digital applications.
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- separator
- a
- back
Logo Lock-up Small Use
In print instances where we need to use our logo lock-up in very small sizes, we have a specific small use logo lock-up which can be identified by the significantly larger registration symbol. This lock-up should only be used between the sizes of 45mm to 15mm in print.
Logo Lock-up Colour
Our logo lock-up should only be set in full colour (evian Red wordmark + evian Blue peaks) or in Pure White.
Logo Lock-up Gradient
In some use cases, we can use gradients in our logo lock-ups. The peaks in these logos use a gradient to add depth and dynamism. These logos can only be be set in full colour (evian Red wordmark + evian Blue peaks) or in Pure White.
Full colour logo lock-up gradient
White logo lock-up gradient
Logo Lock-ups Don’ts
Our logo lock-ups must be used consistently to maintain visual cohesion across the evian brand. Here are some examples of how not to treat our logo lock-ups.
X Don't
Use red peaks or blue wordmarks.
X Don't
Use grey or silver peaks
X Don't
Use vertical lock-ups of our wordmark and peaks.
X Don't
Stretch or distort our Logo lock-up
Logo Alignment & Placement
Our logos can be used in a variety of positions. The logo can sit in one of the corners or centrally aligned in the composition. When placing the logo in the composition, clear space rules must be followed at all times. When aligning the logo in central or right-sided positions, we always ignore the additional space the registration symbol takes.
Live young
Our Live young logo lock-up inspires people to stay youthful in body and mind whatever their age, by adopting simple, healthy and joyful behaviours. When we need to use Live young, we lock it up with our logo.
Live young Logo Lock-up Sizing & Clear Space
To ensure prominence and legibility, our Live young logo lock-up is always surrounded by a minimum clear space equal to the height of the ‘e’ in our wordmark. This space should remain free of any graphic elements. To maintain clarity at all times, our logo should not be reproduced below the minimum sizes indicated for both print and digital applications
- front
- separator
- a
- back
Live young Logo Lock-up Small Use
In print instances where we need to use our Live young logo lock-up in very small sizes, we have a specific small use logo. This can be identified by the significantly larger registration symbol. This should only be used between the sizes of 45mm to 15mm in print
Live young Logo Lock-up Colour
Our Live young logo lock-up should only be set in full colour (evian Red wordmark + evian Blue peaks) or in Pure White.
Full colour logo lock-up gradient
White logo lock-up gradient
Live young Logo Lock-up In Use
Below are some examples of the Live young logo lock-up in application.
Live young Text Line
Live young can be used in isolation, outside of the logo lock-up. However, it is used sparingly and must be carefully considered when being used on its own.
Live young Logo Lock-up Don'ts
Our Live young logo lock-up must be used consistently to maintain visual cohesion across the evian brand.
Here are some examples of how not to treat our Live young logo lock-up.
X Don't
Set our Live young logo lock-up in other colours.
X Don't
Reposition any elements of the logo.
X Don't
Place our Live young logo lock-up on backgrounds that don’t provide enough legibility.
X Don't
Use any effects on our Live young logo lock-up, such as drop shadows
Mountain of Youth Lock-up
The Mountain of Youth is an executional expression of the brand idea that makes evian more tangible and ownable. For this, we have created a bespoke lock-up that comes in two formats: stacked & horizontal. It combines evian Sans with a script font that should not be used elsewhere.
Mountain of Youth Lock-up Clear Space
To ensure prominence and legibility, our Mountain of Youth lock-up is always surrounded by a minimum clear space equal to the height of the ‘W’ in WELCOME. This space should remain free of any graphic elements.
Mountain of Youth Lock-up Colour
Our Mountain of Youth should only be set in the colours provided. ‘WELCOME TO’ is set in evian Pink or Pure White, while The Mountain of Youth script is always set in evian Blue.
Positive Mountain of Youth lock-up
Negative Mountain of Youth lock-up
Mountain of Youth Lock-up In Use
Below are some examples of the Mountain of Youth lock-up in application.
Drop Shadow Text
In limited applications, we use a hard pink drop shadow behind our evian Sans Condensed type for increased stand-out and legibility. We only use this for the Mountain of Youth Campaign type, not elsewhere in our brand. We can also use the inverse on lighter photography (evian Pink text with a hard white drop shadow).
Logo Lock-ups Don’ts
Our Mountain of Youth lock-ups must be used consistently to maintain visual cohesion across the evian brand. Here are some examples of how not to treat our Mountain of Youth lock-up.
X Don't
Set our Mountain of Youth lock-up in other colours.
X Don't
Reposition any elements of the lock-up.
X Don't
Use the script font in any other instances.
X Don't
Stretch or change the proportions of the elements.
Co-branding
For over 30 years, evian natural mineral water has been the partner of both athletes and sports events across the globe. Whether it’s on the court or in the clubhouse, we’re proud to partner with and hydrate some of the world’s most elite athletes and sports events
Co-branding Lock-up Construction
When producing promotional materials featuring a co-sponsor, we ensure that we lead with the sponsor logo, and sign off with our evian Live young logo lock-up.
We use vertical partner text to separate the two logos at the height of the Live young logo lock-up. The partner text can change depending on the level of partnership e.g. OFFICIAL PARTNER or MAJOR PARTNER. We use the e’ as a guide for clear space between the two logos.
We always align the sponsor logo with the base of the Live young baseline. Please ensure that the sponsor logo does not exceed higher than the width or height of the Live young logo lock-up. To ensure prominence and legibility, our Live young logo lock-up is always surrounded by a minimum clear space equal to the height of the e’ in our wordmark.
Co-branding Examples
Co-branding Alignment & Placement
Our co-branding lock-ups can be used in a variety of positions. The lock-ups can sit in one of the corners or centrally aligned in the composition. When placing the lock-ups in the composition, clear space rules must be followed at all times. When aligning the lock-up in central or right-sided positions, we always ignore the additional space the registration symbol takes
Co-branding Don'ts
Here are some examples of how not treat our partnership lock-ups.
X Don't
Ignore the clear space between either logo and the vertical partner text.
X Don't
Scale either logo out of proportion against the other.
X Don't
Use our peaks in any partnership lock-up.
X Don't
Stretch or squash our partnership lock-ups.
Colour
The evian palette is fresh, crisp and rejuvenating – truly inspired by our heritage and source. Our pinks lead the palette, supported by Pure White and accented by evian Red and evian Blue
Colour Proportions
Our colour palette is all about balance. Follow this guidance to see how much of each colour we use across our brand. Note: Accessibility Pink is only used for text on digital applications.
Colour Combinations
Our select colour combinations ensure optimum legibility and brand harmony. See below for guidance on the right combinations to use.
To protect the power of our colour palette, it s vital to use it correctly. Here are some examples of how not to treat our palette.
Pure White
Pure White works best as background and typography colour, as well as for single colour logos and peaks. It s important to use Pure White to bring a sense of calm and space to designs
Source Pink
Source Pink works best as a background colour, or as the colour of discovery elements within patterns. Our logo works well against Source Pink and we can use it in full colour, with or without the gradient. We also use Source Pink for block colours of pink and for our tertiary packaging as an homage to our crates from the past.
evian Pink
evian Pink works best as a background colour, for single colour logos and for peaks, patterns and typography. We also use it in gradient form behind our peaks and on our packaging labels. However, we don t recommend printing the full colour lock-up on evian Pink. Instead, we use the evian wordmark or a white version as seen below
Accessibility Pink
Use Accessibility Pink as a font colour on white backgrounds in digital applications. We never use it as a block colour, or in any instances other than digital text Accessibility Pink passes at AA18 – the minimum level recommended for standard text and normal vision based on empirical evidence. This means we should never use Accessibility Pink text smaller than 18pt in digital applications.
evian Red
evian Red is primarily used in our wordmark. It can also be used in typography, when paired with our Source Pink. We avoid using evian Red in large amounts, but it can be used subtly when paired with white, if balanced with our extended palette.
evian Blue
evian Blue is mainly used within our three peaks, iconography and typography. It can also be used as a background colour, but must appear in the vicinity of our white and pink to ensure our brand presence isn t lost
Colour Don'ts
To protect the power of our colour palette, it s vital to use it correctly. Here are some examples of how not to treat our palette.
X Don't
Use Accessibility Pink as a background colour.
X Don't
Use another colour combination outside of our brand guidelines.
X Don't
Use combinations of colours that do not work.
X Don't
Use the full-colour lock-up on evian Pink.
X Don't
Use evian Red in large amounts.
X Don't
Use grey anywhere across our brand.
Typography
evian Sans is born from our three peaks. This means that what we say doesn’t just sound like us, it looks like us too.
evian Sans is our brand’s typeface and should be used for all headlines, subheadings and body copy. evian Sans is exceptionally legible and clear to read, making it highly versatile for use in headers and body text.
evian Sans also comes in a condensed cut, known as evian Sans Condensed. We use it mostly in upper case for headlines, but it can be used in other instances.
evian Sans is a variable typeface, containing an infinite number of widths and weights for use in our brand identity.
We use different sizes, weights and cases of evian Sans to help consumers navigate through our brand, packaging and advertising content.
To protect the integrity of our typography, here are some examples of how not to treat our type, typesetting and typography.
X Don't
Warp or stretch type to fit into spaces.
X Don't
Place type on an angle or rotate unless in perimeter pattern.
X Don't
Use the Mountaion of Youth script font anywhere else.
X Don't
Layer type or create complicated illegible layouts.
Pattern
We use several patterns to add depth and dynamism to visuals. When using these assets in this way, the clear space rules can be disregarded, allowing for increased flexibility. When cropping the peaks in pattern three, ensure 75% of peaks can be seen across the whole of the touchpoint.
1. Small repeated wordmark.
2. Large key line wordmark.
3. Cropped peaks.
4. Perimeter wordmark.
Here are some examples of how not to treat our patterns.
X Don't
Create new patterns.
X Don't
Exaggerate patterns or create overly complicated compositions.
X Don't
Stretch or warp patterns to fit into spaces or use at extremely large scale.
X Don't
Change colours of patterns.
Iconography
Our iconography is how we communicate without words, a visual short-hand to help tell our story. Iconography should be used sparingly throughout our identity and should only be used when we need a quick and simple shortcut to get our message across. Always ensure the icon has visual relevance to its message.
We use two distinct iconography styles in our identity. Simpler solid icons are used for the majority of our icon work. In some special use-cases, we can use linear icons that express messages and themes that are too complex for simple solid icons.
Solid icons
Our straight-forward, uncomplicated solid icons are used for the vast majority of our icon work. Simple and to the point.
Special use-case linear icons
This example of a special use-case linear icon has been developed for the French market only. To develop new linear icons please contact evian’s design agency.
When creating solid icons for our brand, it is important to follow the principles to retain a consistent look and feel.
Geometric forms
Based on straight lines and circular forms, our icons are created using a geometric foundation.
Hard edges
For consistency, the hard edges on icons follow the same form language as our peaks
Keep it simple
Our solid icons are straight-forward, uncomplicated and singular in their appearance.
We prioritise evian Blue as our icon colour. It is possible for icons can be set in any of our brand colours, (excluding Accessiblility Pink), but evian Blue is used most commonly. Just make sure there is enough contrast between the icon colour and background colour
Here are some examples of how not to treat our iconography.
X Don't
Don’t create new special-use linear icons without contacting evian’s design studio
X Don't
Don’t use icons that don’t relate to their respective message
X Don't
Don’t round the edges of our icons.
X Don't
Don’t add multiple colours or gradients to our icons
X Don't
Don’t make our icons too complex and intricate.
X Don't
Don’t use the linear style for simple icons
Photography
BETC have created a library of photographic assets that have been used on the Mountain of Youth campaign and are available to use for our brand world.
Campaign photography should be featured in all MoY activations to reinforce the narrative. Use a variety of photography throughout the experience to create fresh intrigue. Activity or sponsor-specific imagery should be used at relevant events and activations.
There is a variety of imagery available to ensure that each market can select photography more relevant to their region.
When it comes to our photography, we have two distinct ways of including our product.
When it comes to our photography, we have two distinct ways of including our product.
Within scene
Pack-focused
Within Scene
When featuring products within photographic scenes, we always feature the single serve bottle as our iconic product. This only changes if the image is specifically used to promote one of the other product formats. Our products should be shown to scale with people and the rest of the scene
Pack-focused
We create visually arresting images featuring our packaging by ensuring we convey confident simplicity, clarity, purity and refreshment. Every image we create uses our colour palette of white, pink and blue.
Our lifestyle imagery for social media now follows the same guidelines as our campaigns, showcasing imagery of people embodying the Live young ethos (mental and physical wellness, whatever your age) and our French Chic values.
Here are some examples of how not to treat our photography.
X Don't
Oversaturate the composition by adding other forms of serving the product.
X Don't
Change the time of day or brightness of the scene.
X Don't
Use black & white photography.
X Don't
Alter our colour palette of white, pink and blue.
Bottle Beauty Visuals
Beauty visuals of our bottles show them off in the best possible light. Please see best-in-class examples across Prestige and MAC below. The beauty visuals should have a level of transparency and dimensionality that look as realistic as possible.
We should use beauty visuals when showcasing our bottle – including an optimised label with all excess information removed (see highlighted areas below) – leaving only our wordmark, the three peaks, and our pink gradient split in the background. These elements should then be scaled up accordingly to optimise the space left on pack.
For recognisability, please retain the colour of the three peaks as it appears per market. Shown are both the blue and grey peaks used across different markets. Please see best-in-class examples here for Prestige and MAC.
- front
- separator
- a
- back
When showcasing our bottle, we should use beauty visuals that have an optimised transparent structure — ensuring bottles have a level of transparency and dimensionality to make them look as realistic as possible. Please see best-in-class examples here for Prestige and MAC.
- front
- separator
- a
- back
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