Guidelines

ANNO
2010
Guidelines
A consistent & coherent branding makes a strong brand.
This guideline provides information to do so.
Version 1.0
1. Constructing the brand identity
Above all, the grey area surrounding the logo is a ‘no man’s land’. It is an area that should
remain blanc, it should be kept free of images and texts at all times.
Secondly, the logo may NOT be changed.
Every component of the logo is accurately defined. Therefore, alternations are not
permitted.
Background
Support
Brand visual
X
X
X
X
X
Brand name
Baseline
White border
only visible on
dark background.
will be a 7th of “X”
2
2. Colours of the brand identity
Every medium is different and has its own colour formula. This page covers all the ways
in which the logo can appear on screen or on paper.
PANTONE
CMYK
Pantone 381C
20%
0%
90%
0%
Pantone 4625C
45%
77%
90%
60%
Black & White
RGB
220%
220%
64%
20% grey
78%
48%
29%
100% black
3
2. Colours of the brand identity
On this page we have made a logo in flat colours. It can be used when there is no way to
print it correctly.
2 colours no screen
No screen
RAL 1016
Black
RAL 8016
50% Grey
White
N.B.
The “no screen” logo can be reduced without loss of shadow.
4
2. Colours of the brand identity
This page covers all the ways in which the logo can appear on Pack. The outline is made
a little bit thicker (X=4,5) because it’s a PMS print on a metallic surface.
Rainforest - Authentic Mold
Max Havelaar - Authentic Mold
Pantone 381C
Pantone 381C
Pantone 4625C
Pantone 4625C
Pantone 7492C
Pantone 7504C
Max Havelaar - Espresso Beans
Pantone 381C
Pantone 4625C
Pantone 311C
5
3. Minimum size of the logo
To maximise the legibility, the following sizes are recommended
(for all the brand identity variants)
Full Logo
Min. 60mm
25 mm is the minimum size of the logo in CMYK.
20 mm is the maximum size of the logo in PMS.
Adapted Logo
Min. 12 mm only for PMS
Adapted Logo
Min. 12 mm only for Black & White
6
su
su pp
su pp or
su pp ort t - s
su pp ort - s up
su pp or - s up po
su pp ort t - s up por rt su pp or - s up po t - su
su pp ort t - s up por rt - sup ppo
su pp or - s up po t - su p rt
su pp ort t - s up por rt - sup ppo ort - su
su pp or - s up po t - su p rt - s pp
su pp ort t - s up por rt - sup ppo ort - su upp or
pp or - s up po t - su p rt - s p or t or t - up po rt - su pp ort - s up por t t - su p rt su pp or - up po t pp or - s p o t - su p rt
or t - up po rt - su pp ort t - su p rt su pp or su pp ort - s p or t pp or - s up po t or t - up po rt t - su p rt
su pp ort pp or or t t-
4. Don’t
Here are some examples of what you may NOT do!
Do NOT change the
proportion of the logo!
Do NOT change the shape
of the square
Do NOT change the shape
of the square
Do NOT change the colours
of the logo!
Do NOT change the colours
of the logo!
Do NOT change the colours
of the logo!
Do NOT increase the size of
the white border!
Do NOT change the typeface
of the logo!
Do NOT the positive image!
7
5. Typography
The typefaces have to be purchased on websites such as www.fontshop.com.
Fritz Quadrata®
Used for the logo and text
Fritz Quadrata Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz ,?;.:/=+@&é”’(§è*$€£)...
Fritz Quadrata Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz ,?;.:/=+@&é”’(§è*$€£)...
Mrs Eaves®
Mrs Eaves is an alternative typeface used on the 500kg packs.
Mrs Eaves Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz ,?;.:/=+@&é”’(§è*$€£)...
Mrs Eaves Small caps
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz ,?;.:/=+@&é”’(§è*$€£)...
8
6. How to use it on pictures
Below you find 2 good examples of how to use the logo on pictures. The image crossed
out in red illustrate what you may NOT do. If you have any doubts, please ask Beyers ®.
On a light background the logo will not
have a white border. It’s size and position
are free but must be in line with the brand
values.
Bij Beyers,
gepassioneerd koffi
ffiebrander
sinds
ds 1880,
1880, hebben we al lang
een boontje
voor FFairtrrade koffie.
Of u nu thuis of op het werk
van uw koffie geniet , wij
vinden dat eerlijk en heerlijk
onlosmakelijk met elkaar
verbonden zijn.
Ontdek de wereld van Beyers
Fairtrade koffie aan de hand
van ons uitgebreide
assortiment:
Op kantoor: C(o)ffee B(reak)
S(ystem) dé zorgeloze en
gebruiksvriendelijke voor uw
koffiegenot op kantoor…
Thuis: Gemalen koffie 250gr en
Beyers Fairtrade Discovery Box,
tijdelijk beschikbaar tijdens
eindejaarsperiode!
www.beyerskoffie.be
[email protected]
Beyers koffie NV | Koning Leopoldlaan 3 | 2870 PUURS
TEL 00 32 (0)52.30.00.30 | FAX 00 32 (0)52 30 59 70
#JK#FZFST
HFQBTTJPOFFSELPG¹FCSBOEFSTJOET
IFCCFOXFBMMBOHFFOCPPOUKF
WPPS'BJSUSBEFLPG¹F
0GVOVUIVJTPGPQIFUXFSLWBOVXLPG¹FHFOJFUXJKWJOEFO
EBUFFSMJKLFOIFFSMJKLPOMPTNBLFMJKLNFUFMLBBSWFSCPOEFO[JKO
0OUEFLEFXFSFMEWBO#FZFST'BJSUSBEFLPG¹FBBOEFIBOEWBO
POTVJUHFCSFJEFBTTPSUJNFOU
0QLBOUPPS$P
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UJKEFMJKLCFTDIJLCBBSUJKEFOTFJOEFKBBSTQFSJPEF
Bij Beyers,
gepassioneerd koffi
ffiebrander
@T@MN±$<DMOM<?@±FJAAD@±
sinds
ds 1880,
1880, hebben we al lang
C@@MGDEF±B@ID@O@I±Q<I±FR<GDO@DONFJAAD@
een boontje
voor
FFairtrraFCF]JOGP!CFZFSTLPG¹
de koffie. FCF
XXXCFZFSTLPG¹
#FZFSTLPG¹F/7],POJOH-FPQPMEMBBO]16634
Of u 5&-
]'"9
nu thuis of op het werk
van uw koffie geniet , wij
vinden dat eerlijk en heerlijk
onlosmakelijk
met
elkaar 17.09 /09 PH1
BEY09168-xx
- Beyers Ad
proposal
verbonden zijn.
Ontdek de wereld van Beyers
Fairtrade koffie aan de hand
van ons uitgebreide
assortiment:
Op kantoor: C(o)ffee B(reak)
S(ystem) dé zorgeloze en
gebruiksvriendelijke voor uw
koffiegenot op kantoor…
Thuis: Gemalen koffie 250gr en
Beyers Fairtrade Discovery Box,
tijdelijk beschikbaar tijdens
eindejaarsperiode!
www.beyerskoffie.be
[email protected]
Beyers koffie NV | Koning Leopoldlaan 3 | 2870 PUURS
On a dark background the logo is always surrounded
by a fixed white border. Underneath
TEL 00 32 (0)52.30.00.30 | FAX 00 32 (0)52 30 59 70
the logo there is a shadow to detach the logo from the picture.
9
7. Packaging example
The packaging is the most important
vehiculator of the brand. It stands for quality,
expertise and flexibility.
Background: dark tone leaning toward the
colour code.
ANNO
1880
ANNO
Authentics
1880
Authentics
Initial or drop caps
in transparency
Smoke evoking aroma
The picture should draw the attention to the
product and must evoke the idea of warmth.
Logo with metallic border should be used on
the pack. The border is bigger because of the
métalic color (p5).
Colour code: see below for other colour codes.
S
Een volle zachte smaak
met een verfijnd aroma
Un goût corsé avec un
arôme subtil
engt
Minimum 30%
certified content
3
tr
Text: typefaceGEMALEN-MOULU
is Mrs Eaves (see p5)
AROMA
In this Case the text
in the colour code is
AUTOMATEN
INTENSE
printed with an ink-jet
printer.
h
Quality label
Een volle zachte smaak
met een verfijnd aroma
Un goût corsé avec un
arôme subtil
engt
S
GEMALEN-MOULU
AROMA
AUTOMATEN
INTENSE
3
tr
h
Authentic
Mold
Here you can find an example of various packs
with their own colour code.
ANNO
1880
ANNO
1880
ANNO
1880
ANNO
1880
Espresso
Espresso
GEMALEN-MOULU
AROMA
AUTOMATEN
INTENSE
GEMALEN-MOULU
AROMA
AUTOMATEN
INTENSE
BONEN-GRAINS
EXTRA DARK
ROASTED
GUSTO INTENSO
BONEN-GRAINS
EXTRA DARK
ROASTED
GUSTO INTENSO
Een volle zachte smaak
met een verfijnd aroma
Un goût corsé avec un
arôme subtil
engt
Een volle zachte smaak
met een verfijnd aroma
Un goût corsé avec un
arôme subtil
engt
Minimum 30%
certified content
3
tr
h
Een volle zachte smaak
met een verfijnd aroma
Un goût corsé avec un
arôme subtil
engt
S
S
Een volle zachte smaak
met een verfijnd aroma
Un goût corsé avec un
arôme subtil
engt
3
tr
h
Authentic
Mold
3
tr
h
Authentic
Beans
S
Authentics
S
Authentics
3
tr
h
Espresso
Beans
10
8. Inside communication tools
Below you can find an example of a letter, a business card and an envelope.
Serge Van Geertruy
Sales Manager OOH
GSM. +32 (0) 494 52 76 49
[email protected]
De
+32
www.beyerskoffie.be
229 mm
recto
rmeture
fe
Patte de
114
Beyers® Koffie N.V./S.A. Koning Leopoldlaan, 3
2870 Puurs-Breedonk (B) - www.beyers.eu
ow
Wind
Steve Beyers
Sales Manager Retail
GSM. +32 (0) 476 48 72 90
Job status:
[email protected]
Client name: Beyers
brand & packaging design
rue Malibranstraat, 75
1050 Brussels (Belgium)
www.monalisa.be-com
Beyers® Koffie N.V./S.A.
Koning Leopoldlaan, 3
2870 Puurs-Breedonk (B)
Tel +32 (0)52 30 00 30
Fax +32 (0)52 30 59 79
[email protected]
www.beyers.eu
Job ref.: BEY 09168_09
Job name: BEY09168_09_Enveloppe
FD 19 10 09
Date (original): 19.10 /09
Realese date (OK client): 19.10 /09
C1
Platform: Mac Pro (Intel)
Colours:
Software: ADOBE ILLUSTRATOR CS3
Technical printing: Offset
C2
3
BL
www.beyerskoffie.be
C4
PMS 381 C
Plan n°: format 229 mm x 114 mm
PMS 4625 C
Scale: 100%
Black
This output is not an accurate colour proof
+32
C3
C5
Please use the fonts delivered with the cd-rom
The barcode number has to be verified by the client
C6
STOP
cancelled
OK
released
B.T.W.-T.V.A. BE0404 816 038
FORTIS: 220-0012757-86
IBAN: BE78 2200 0127 5786
BIC: GEBABEBB18A
Client name: Beyers
Job status:
Job ref.: BEY 09168_09
Job name: BEY09168_09_Letterhead
FD 19 10 09
BL
Date (original): 19.10 /09
Realese date (OK client): 00.00 /09
C1 19 10 09
BL
Platform: Mac Pro (Intel)
Colours:
Software: ADOBE ILLUSTRATOR CS3
Technical printing: Offset
Laurent
Sohie
C3
C2
11
9. Contact
Designed by monalisa
for further information:
Product Manager BENELUX
Cindy Goosens
[email protected]
12