Popeyes Graphic Standards 101

Transcription

Popeyes Graphic Standards 101
August 2014
Graphic Standards 101
© Copyright Popeyes® Louisiana Kitchen, Inc. 2012-2014 All Rights Reserved.
Table of Contents
Importance of Brand Standards
Our Brand and Purpose
Core Visual Elements
Logos
Popeyes Logo – the “Dancing Letters”
Popeyes Logo – Lock-up Logo
Louisiana Kitchen Lozenge Logo
3
4
5
6
7
9
11
Color Palette
13
Primary Colors
Secondary Colors
14
15
Typography
Popeyes Typeface Usage
Graphic Elements
Louisiana Kitchen Seal
Fleur de Lis Graphic
Louisiana Kitchen Seal and Fleur de Lis Watermarks
Popeyes Kids Logo
16
Backgrounds
24
Distressed Color Backgrounds
Solid Color & Gradient Backgrounds
25
25
Photography
26
Food Photography
27
Marketing Taglines
28
Marketing Taglines
29
Trademarks
30
Trademarks and Copyright Attribution in the United States
Confidentiality Statement 31
32
17
18
19
21
22
23
August 2014
2
Importance of
Brand Standards
The Popeyes® brand is our company’s
most valuable asset. It represents our
promise to our guests – to provide the
highest quality food and service and
is directly linked to our reputation and
public perception.
The Popeyes brand is the image
that comes to mind when people
think about our restaurants, our
food and our service. It is defined
by their collective perceptions and
experiences, including the service
from our crew members, the tone of
our advertising, the superior quality
of the food we prepare and the
appearance of our restaurants.
As stewards of the Popeyes Brand,
it is our responsibility to protect and
uphold the promise of the Popeyes
Brand. The Popeyes Brand Guidelines
were created to provide consistency
in how we present Popeyes to internal
and external audiences, no matter
the location. Proper use of the logos,
promotional materials and branded
phrases are paramount to the brand’s
value, and we have developed
guidelines to define how we can best
manage and protect them.
For questions, clarifications or
guidance on how to properly and
creatively apply the brand guidelines,
please contact Popeyes Creative
Services at:
[email protected].
August 2014
3
Brand Positioning Statement
Popeyes® brings a bit of our Louisiana heritage to people around the world every
day, so we want to project a positive, consistent image in all our interactions. A
key to that consistency is our brand purpose positioning, which defines how we
want our guests and employees to perceive our brand.
Popeyes Purpose
The Popeyes Purpose serves as a guide to the overall tone and messaging that
we want to communicate, both internally and externally.
Popeyes is:
ALWAYS:
Authentic
Proud
Colorful
Effusive
Soulful
Inviting
Welcoming
Spirited
Rooted in Tradition
Real Louisiana
NEVER:
In Your Face
Boastful
Comedic
Hyperbolic
Ethnic
Pushy
Aloof
Irreverent
Afraid of Innovation
Tourist Louisiana
Purpose
Positioning
Tone
Voice
Bringing the heart and soul
of Louisiana cooking to a
fast-food world
Only Popeyes brings
slow-cooked Louisiana flavor
into the lives of the
Fast-Food Pros with a Plan
Genuine
Celebratory
Uncompromising
Respectful
The beaming-with-pride
ambassador of Louisiana’s
colorful ways of living,
cooking and eating
August 2014
4
Core Visual Elements
The Popeyes brand features several core elements that work together to create
an energized look, feel and tone, and provide an essential framework for
consistency. These elements include:
The Popeyes Brand Logos – Our logo variations are our
most widely recognizable and powerful brand identifiers,
which are used in all promotions and communications
to reinforce our quality food and service. Popeyes has
three primary logos used to refer to the Brand: the
Dancing Letters logo, the lock-up logo (left), and the
lozenge logo.
The Louisiana Kitchen Seal Icon – The seal icon
symbolizes Popeyes quality and heritage. It is used in
conjunction with the logotype for internal and external
communications. The Seal is an icon, NOT a logo.
It should NEVER appear without the Dancing Letters
logo somewhere on the marketing material.
The Popeyes Color Palette – A collection of approved
colors that complement and energize our restaurants
and guest touchpoints.
Fleur de Lis Icon – A symbol identified with Louisiana
that we use as a design element and a reminder of
our heritage.
Imagery – Visuals, including photography, icons and
illustrations, that represent Popeyes service, quality and
diversity, and convey a sense of energy and purpose.
August 2014
5
Logos
Our 3 Logos Used To
Identify The Brand
Popeyes uses three logo variations.
1. The Dancing Letters Logo
2. The Lock-up Logo
• Vertical
• Horizontal
3. The Lozenge Logo
4. Every instance of the registered
trademark symbol (®) must be
large enough to be seen.
The following pages describe each
logo. These three logos can be
used interchangeably depending on
specific design applications. If you
have any questions about proper
usage, contact Popeyes Creative
Services at:
[email protected].
Popeyes Logo – the “Dancing Letters”
LOGOTYPE
One-color version
PMS 165 orange
One-color version
100% black
One-color version
reverses to white
on dark
background
Note:
The registered
trademark symbol ( )
®
is an essential part of
the Popeyes logo. It is
located at the bottom
right of the S.
Note:
Always leave a clear
space equivalent to
the height of the P
on all sides of the
Popeyes logo.
0.5"
This is the primary logo for Popeyes.
It should appear in its entirety at
least once on all communications or
marketing materials.
•
Popeyes is the trademarked name
of the company.
•
Always use the registered
trademark symbol (®)
•
NEVER use a TM symbol.
•
Using an apostrophe before the
“s” is not acceptable under any
circumstances.
•
This page shows single-color
applications.
•
The logotype can be reproduced
in black, PMS 165 orange or white
in one-color applications.
•
The logotype should not be sized
smaller than 0.5 inches in width.
The logo has been specifically created
for Popeyes. DO NOT under any
circumstances attempt to match these
letterforms with other typefaces, as it
is not a font but a custom logotype.
This will ensure the consistent use of
the logo in all applications.
August 2014
7
UNAPPROVED
without
NO
photograph
or pattern
backgrounds
with use of
logotype
NO
unapproved
spacing
or alignment
of letters
NO
cropping of
the logotype
NO
creation of
graphical
design elements
using the
logotype
NO
vertical
or horizontal
scaling of the
letterforms
NO
outlining
of the logotype
in any color
NO
drop shadows
NO
unapproved
colors
®
DO NOT do this to the Dancing Letters logo
Listed are examples of what NOT to
do with the Popeyes Dancing Letters
logo.
•
The letterforms or placement
should NEVER be altered in any
situation or used without the
registered trademark symbols.
•
Popeyes never incorporates an
apostrophe before the “s”.
•
PMS 165 orange, black, white are
the ONLY approved colors.
•
It should NEVER be shown in any
unapproved colors.
•
The Dancing Letters logo should
NOT be placed on a background
that hinders its readability.
•
It should NOT be used as a
graphic design pattern, outlined or
cropped in any manner.
August 2014
8
Popeyes Logo – Lock-up Logo
L
L
Note:
Always leave a clear space
equivalent to the height
of the L on all sides of the
Popeyes logo. The space
between the seal and the
Dancing Letters is measured
from the bottom of the circle
to the top of the first “e”.
Note:
The center of the circle
should remain white at
all times.
L
Two-color version
PMS 165 orange
PMS 187 red
L
L
Note:
The registered trademark
symbol ( ) is an essential
® Popeyes logo. It
part of the
is located on both the seal
and logotype. See previous
guidelines for positioning.
One-color version
PMS 165 orange
Two-color version
on PMS 165 orange background
One-color version
100% black
Two-color version
on PMS 187 red background
Note:
The center of the circle should
remain white at all times.
Note:
Always leave
a clear space
equivalent to
the height of
the P on all
sides of the
Popeyes logo.
The lock-up logo consists of the
Louisiana Kitchen seal and Popeyes
Dancing Letters logo. The examples
above show the recommended
proportion of seal to logotype and
should not be altered.
•
trademark symbol (®).
•
•
Every instance of the registered
trademark symbol (®) must be
large enough to be seen.
Distance between the seal icon
and Dancing Letters is 25%
the width of the seal icon.
Note:
The registered
trademark
symbol ( ) is an
essential® part of
the Popeyes logo.
It is located on
both the seal and
logotype.
•
circumstances.
•
PMS 165 orange and 100% black
are the ONLY approved colors for
single-color applications.
•
The two-colored version uses the
PMS 165 orange and PMS 187 red.
•
•
Fleur de Lis must ALWAYS be
PMS 165 orange in two-colored
logo version.
The center of the seal should be
white. The only exception is for
wearables, which for technical
reasons may be the color of the
fabric.
•
One-color versions should ONLY
be used in applications where one
ink color is available for printing.
•
The Louisiana Kitchen seal should
not be sized smaller than 0.5
inches in width. The logotype will
be slightly wider than 0.5 inches at
this size.
0.5"
0.5"
August 2014
9
NO
unapproved
colors
NO
vertical
or horizontal
scaling of the
letterforms
NO
unapproved
color
combination
NO
creation of
graphical
design elements
using the
logotype
NO
drop shadow
NO
altering the
arrangement
of the seal
and letterforms
NO
outlining
of the logotype
in any color
NO
rotating the seal
DO NOT do this to the Lock-up Logos
The graphics listed above are a few
examples of what NOT to do with the
Popeyes lock-up logo.
•
unapproved colors.
•
DO NOT alter the arrangement of
the Dancing Letters and the seal
icon in the lock-up.
The lock-up logo should NOT
be placed on a background that
hinders its readability.
•
NEVER use without the registered
trademark symbols.
graphical design pattern.
•
•
Popeyes NEVER incorporates an
DO NOT outline or crop in any
manner.
•
DO NOT rotate the seal.
•
•
•
August 2014
10
Louisiana Kitchen Lozenge Logo
LOGO
WITH TAGLINE
two-color version
PMS 165 orange
PMS 187 red
Distance between the top of the lozenge and the bottom of the
“e” in the Dancing Letters is equal to the distance from the top
of the lozenge to the top of the tag line (X).
One-color version
100% black
LOU I SI A NA K I TC H E N
Note:
Always leave a clear space
equivalent to the height of
the P on all sides of the
Popeyes logo.
The lozenge is the same
width as the Dancing
Letters.
1.25"
1"
X
X
Note:
The registered trademark symbol (®) is an essential part of the
Popeyes logo. It is located at the bottom right of the S.
"Louisiana Kitchen" is NOT a registered trademark,
it is a common phrase and CANNOT be registered.
The Louisiana Kitchen lozenge was
created for use in limited space
situations that require a horizontal
logo, such as signage, uniforms,
wearables and promotional items.
•
The proportion of the logotype to
the tag line lozenge should NOT
be altered.
•
•
ALWAYS use the registered
trademark symbol (®) on the
Popeyes name.
•
logo version.
•
•
•
“s” is NOT acceptable under any
circumstances.
be used in applications where one
•
PMS 165 orange and 100% black
August 2014
11
NO
unapproved
colors
NO
unapproved
color combination
LO UI SIAN A KI TC HE N
NO
vertical
or horizontal
scaling of the
letterforms
NO
cropping of
the logotype
NO
outlining
of the logotype
in any color
NO
photograph
or pattern
backgrounds
with use of
logotype
NO
creation of
graphical
design elements
using the
logotype
NO
drop shadows
DO NOT do this to the Louisiana Kitchen Lozenge Logo
Listed above are a few examples of
what NOT to do with the Popeyes
lozenge logo.
•
•
•
The letterforms or placement
should NEVER be altered in any
situation.
NEVER use a TM symbol on the
Popeyes name.
“Louisiana Kitchen” is not
trademarked, DO NOT place any
trademark symbols on it.
•
Popeyes NEVER incorporates an
•
•
•
The logotype with tagline lock-ups
should NEVER be altered.
The lozenge logo should NOT
be placed on a background that
hinders its readability.
•
The lozenge logo should not be
sized smaller than 1.25 inches
in width.
graphic design pattern, outlined
or cropped in any manner.
•
DO NOT outline or crop in any
manner.
•
•
unapproved colors.
August 2014
12
Color
e
t
t
e
l
a
P
Primary Colors
PMS 165 orange
C:0, M:59, Y:96, K:0
R:245, G:132, B:38
F58426
PMS 187 red
C:0, M:100, Y:79, K:20
R:196, G:18, B:48
C41230
The primary Popeyes corporate colors
are PMS 165 orange and PMS 187 red.
These are the colors used in all of the
official Popeyes brand logos.
•
CMYK screen mixes are
designated for each color swatch
for the situations where a PMS ink
is not available.
•
Please refer to the Logo and
Tagline Usage section of this
manual for examples of how these
colors are used within the logos.
August 2014
14
Secondary Colors
Black
C:0, M:0, Y:0, K:100
R:0, G:0, B:0
000000
PMS 451
C:33, M:28, Y:58, K:0
R:178, G:169, B:126
B2A97E
PMS 350
C:79, M:0, Y:100, K:75
R:0, G:71, B:18
004712
White
C:0, M:0, Y:0, K:0
R:255, G:255, B:255
FFFFFF
PMS 347
C:100, M:0, Y:86, K:3
R:0, G:161, B:96
00A160
The secondary colors are to be used
in support of the primary colors.
•
•
The colors listed above and the
primary colors are the only ones to
be used with any Popeyes brand
materials.
These colors are for use in menu
platforms, store signage, special
promotion and other forms of
advertisement.
PMS 469
C:0, M:52, Y:100, K:62
R:121, G:68, B:0
794400
PMS 346
C:55, M:0, Y:47, K:0
R:115, G:198, B:161
73C6A1
PMS 1817
C:0, M:90, Y:100, K:66
R:111, G:18, B:0
6F1200
PMS 2956
C:100, M:38, Y:0, K:64
R:0, G:58, B:99
003A63
•
CMYK, RGB and HEX mixes are
designated below each color
swatch for the situations where a
PMS ink is not available.
•
DO NOT deviate from the
formulas provided.
•
The Popeyes logos, Dancing
Letters, lock-up logo or lozenge
logo should NEVER be used in
any of the second-tier colors.
PMS 187 red
C:0, M:100, Y:79, K:20
R:196, G:18, B:48
C41230
PMS 165 orange
C:0, M:59, Y:96, K:0
R:245, G:132, B:38
F58426
Primary Color
Red
Primary Color
Orange
PMS 301
C:100, M:45, Y:0, K:18
R:0, G:101, B:164
C4123018K
PMS cyan
C:100, M:0, Y:0, K:0
R:0, G:174, B:239
00AEEF
PMS 137
C:0, M:35, Y:90, K:0
R:251, G:176, B:52
FBB034
PMS 511
C:60, M:100, Y:45, K:30
R:98, G:27, B:75
621B4B
PMS 123
C:0, M:24, Y:94, K:0
R:255, G:196, B:37
FFC425
PMS 528
C:41, M:55, Y:0, K:0
R:156, G:125, B:185
9C7D89
August 2014
15
y
h
p
a
r
g
o
p
y
T
Popeyes Typeface Usage
Typeface Family
Application
Usage
Belizio Bold
Headline
Official Popeyes external communications
(i.e. point of sale materials, direct mail, bounce backs)
Belizio Black
Headline
(i.e. point of sale materials, direct mail, bounce backs)
VENEER
Headline
External merchandising applications (i.e. coupons)
Metro Two Medium
Headline and
Subheading
(i.e. point of sale materials, direct mail, bounce backs, coupons)
Metro Two Black
Copy
(i.e. point of sale materials, direct mail, bounce backs, coupons)
Futura Bold
Headline
Price point font for point of sale merchandise
Interstate
Copy
Internal communications and Investor Relations
Verdana
Copy
PowerPoint presentations, online communications and electronic documents
when there is a possibility of Metro Two not being available
BLOCKHEAD
Broadcasting
Broadcast communications and informal internal communications
(BEGE and Popeyes Fanatics) ONLY. Permission to use elsewhere must
be obtained through Creative Services.
Popeyes does not own these typefaces and cannot give you rights to use
them. It is your responsibility to ensure that you obtain the proper licensing
rights to use the fonts specified for use in our communications prior to
using them.
If you have any questions about font usage, contact Popeyes Creative
Services at: [email protected].
August 2014
17
c
i
h
p
a
Gr
s
t
n
e
Elem
Louisiana Kitchen Seal
Lock-up logo :
LOUISIANA
KITCHEN SEAL
WITH LOGOTYPE
two-color version
PMS 165 orange
PMS 187 red
L
One-color version
PMS 165 orange
L
L
Note:
The center of the
circle should remain
white at all times.
Note:
space equivalent to
the height of the L
on all sides of the
Popeyes logo.
L
Note:
The registered
trademark symbol
( ) is an essential
®
part of the Popeyes
logo. It is located
on both the seal
and logotype. See
previous guidelines
for positioning.
One-color version
100% black
Cropping examples
0.5"
The seal is an icon, NOT the company
logo. It is a graphic element and
should ONLY be used with the
Dancing Letters logo incorporated into
the canvas.
•
•
logo version.
•
•
•
One-color versions should only be
used in applications where one ink
color is available for printing.
•
The Seal is used as a watermark
and in background artwork.
•
PMS 165 orange and 100% Black
•
white. The ONLY exception is for
fabric.
•
If used on wearables, the Dancing
Letters logo MUST be included on
the garment, on the sleeve or back
of shirt.
•
The Louisiana Kitchen Seal should
NOT be sized smaller than 0.5
inches in width.
•
The dancing “P” should always
be fully visible when cropping
the seal.
August 2014
19
NO
unapproved
colors
NO
drop shadow
NO
rotation
of elements
within the seal.
NO
unapproved
color combination
NO
rotation
or alignment
of the seal
as a whole.
NO
outlining
of the logotype
in any color
NO
creation of
graphical
design elements
using the
logotype
NO
text other than
“Louisiana
Kitchen” in the
circle.
DO NOT do this to the Louisiana Kitchen Seal
The seal is an icon, NOT the company
logo. It is a graphic element and
should ONLY be used with the
Dancing Letters logo incorporated into
the canvas.
•
•
logo version.
•
•
•
One-color versions should only be
used in applications where one ink
color is available for printing.
•
The Seal is used as a watermark
and in background artwork.
•
PMS 165 orange and 100% Black
•
white. The ONLY exception is for
fabric.
•
If used on wearables, the Dancing
Letters logo MUST be included on
the garment, on the sleeve or back
of shirt.
•
The Louisiana Kitchen Seal should
NOT be sized smaller than 0.5
inches in width.
•
The dancing “P” should always
be fully visible when cropping
the seal.
August 2014
20
Fleur de Lis Graphic
Tilt examples, 10˚
Cropping examples
The Fleur de Lis icon is a secondary
graphic, NOT a company logo and
should ONLY be used in conjunction
with other Popeyes logos.
The artwork shown on this page is
the approved Fleur de Lis. This
artwork is available from Popeyes
Creative Services.
•
DO NOT substitute other artwork
or create your own.
•
NEVER use in any unapproved
colors or combinations of the
approved colors. See color palette
section for color options.
•
Almost all of the center and the
entirety of one of the side petals
should always be visible when
cropping the Fleur de Lis.
•
The Fleur de Lis should be vertical
or tilted to 10˚ in either direction.
August 2014
21
Louisiana Kitchen Seal and Fleur de Lis Watermarks
BUY 3
PCS
GET 2
PCS
Reg Side
& Biscuit
at regular menu price
Reg Side
& Biscuit
FREE
LIMITS MAY APPLY. SEE STORE FOR DETAILS.
©2011 AFC Enterprises, Inc.
The Louisiana Kitchen seal and
Fleur de Lis may be used as a
watermarks on distressed or solid color
backgrounds.
•
The watermark is primarily
positioned in a corner, middle or
running off of the page.
•
The dancing “P” should ALWAYS
be fully visible when cropping the
seal.
•
A watermark should ONLY appear
once on a background.
•
Watermarks should NEVER be
used as a pattern.
•
The watermark is black set to 30%
opacity, using the multiply effect
in Adobe software.
August 2014
22
Popeyes Kids Logo
Popeyes Kids logo
Full color version
X
X
X
X
Note:
space equivalent to
the width of the circle
on the exclamation
point on all sides of the
logo.
Note:
The registered
trademark symbol
( ) is an essential
®
part of the Popeyes
logo. It is located
on both the seal
and logotype. See
previous guidelines
for positioning.
One-color version
100% Black
X
0.5”
The Popeyes Kids logo is used for kids
and family marketing.
•
circumstances.
•
This page shows color and singlecolor applications.
•
The look of the logo should not be
replicated for anything other than
kids marketing.
•
Popeyes is the trademarked name
of the company.
•
The logotype should not be sized
smaller than 0.5 inches in width.
•
trademark symbol (®)
•
•
The Dancing Letters logo or
lock-up logo should appear in
its entirety at least once on all
communications or marketing
materials.
The logo has been specifically created
for Popeyes. DO NOT under any
circumstances attempt to match these
letterforms with other typefaces. This
will ensure the consistent use of the
logo in all applications.
August 2014
23
s
d
n
u
o
r
g
k
c
Ba
Distressed Color Backgrounds
Distressed backgrounds in approved colors.
We have created distressed
backgrounds available in a range
of colors in our color palette. These
backgrounds have been a mainstay
in the visual look of Popeyes for a
number of years and are very versatile
for all of our communications.
Solid Color & Gradient Backgrounds
PMS 187 red
PMS 165
PMS 1817 to PMS 187 red
PMS 167 orange to PMS 123
Backgrounds may be colored with
solid colors or approved gradations.
•
Gradations add depth and dimension •
when not using a distressed background.
PMS 123
ONLY use the approved color
gradients shown here.
DO NOT gradate to white.
•
PMS 350
PMS 2965
PMS 526
PMS 350 to PMS 347
PMS 2956 to PMS cyan
PMS 511 to PMS 528
Gradations may only incorporate •
a darker color to a lighter color in
the same family in our approved •
color list.
Linear and circular gradations are
acceptable.
Use gradations sparingly.
August 2014
25
y
h
p
a
r
g
o
t
o
Ph
Food Photography
•
Our food is NEVER to be depicted
in Black and White.
•
DO NOT place graphics over or
cover the food with graphics or
text.
•
Focus is on the food product.
•
Photography should support
communication the message in
the piece.
•
COMING SOON!
COMBO
Gumbo &
Regular
Drink
000
$
Price plus applicable tax. ©2011 AFC Enterprises, Inc.
P
BOXISU
IANA
CATER YOUR...
CATER THE FLAVOR!
REHEARSALS
SOME
BIRTHDAYS
REAL
GRADUATIONS
GET-TOGETHERS
WEDDINGS
CONCERTS
OFFICE LUNCHES
MEETINGS
FAMILY REUNIONS
PARTIES
HOMECOMINGS
TAILGATING
LOU
0000 Anywhere Rd
Everywhere, TX 00000
Phone: 000.000.0000
Fax: 000.000.0000
0000 Anywhere Rd
Phone: 000.000.0000
Fax: 000.000.0000
0000 Anywhere Rd
Phone: 000.000.0000
Fax: 000.000.0000
0000 Anywhere Rd
Phone: 000.000.0000
Fax: 000.000.0000
0000 Anywhere Rd
Phone: 000.000.0000
Fax: 000.000.0000
Only approved food photography
may be used. DO NOT
photograph your own.
0000 Anywhere Rd
Phone: 000.000.0000
Fax: 000.000.0000
14PCS
MIXED
Credit Cards
Accepted:
2 Lg Sides • 7 Biscuits
1999
$
ONLY
For a store location nearest you please visit
WWW.POPEYES.COM
We make every effort to ensure that
our images represent our brand and
our food consistently.
•
Match-proofs MUST BE sent to
printers/publishers for proper
color matching.
RELEASES
It is your responsibility to ensure that
the proper usage rights have been
obtained prior to image usage.
™
PICNICS
CORP-PD-4 Price plus applicable tax. ©2011 AFC Enterprises, Inc.
For a limited time only at participating restaurants.
Prices and menu items subject to change.
©2012 AFC Enterprises, Inc.
CATERING
Popeyes bold, craveable food
photography communicates the
quality of our menu selections and
entices guests to purchase meals
in our restaurants. Listed below are
guidelines for the usage of our food
photography:
3
TENDERS
Reg Side • Biscuit
ONLY
3
$
99
14PCS
OR
TENDERS
2 Lg Sides • 7 Biscuits
ONLY
Present coupon when ordering. One coupon per customer per visit. Void where
prohibited. Not valid with any other offer. Good at participating Popeyes only.
CORP-BB-10
©2011 AFC Enterprises, Inc. OFFER EXPIRES: 10/23/11
1999
$
Present coupon when ordering. One coupon per customer per visit. Void where
prohibited. Not valid with any other offer. Good at participating Popeyes only.
CORP-BB-10
©2011 AFC Enterprises, Inc. OFFER EXPIRES: 10/23/11
UP SIZE
YOUR
DRINK
3 PCS
Leg •Wing•Thigh
COMBO
0
$
00
FOR
Includes Reg Side, Biscuit & Reg Drink
000
$
MORE!
August 2014
27
g
n
i
t
e
Mark
s
e
n
i
l
Tag
Marketing Taglines
The Love That Chicken®! tagline is
USED ONLY in conjunction with our
bone-in chicken offerings.
•
In promotional and marketing
materials outside of the store, a
Popeyes logo should be present
with the use of the Love That
Chicken®! tagline.
•
DO NOT under any circumstances
attempt to match these
letterforms with other typefaces.
•
be used in situations where one
•
PMS 165 orange, 100% black or
white are the ONLY approved
colors for single-color applications.
•
The tagline is also an audio
identifier for Bonafide/bone-in
chicken offerings.
Bonafide® is a menu platform used
to distinguish our bone-in offerings.
Bonafide conveys the quality and
authentic preparation of our chicken
– marinated for 12 hours in Louisiana
spices, then hand-battered and
breaded, and served fresh.
The Louisiana Fast tagline is used in
broadcast advertising only for non
bone-in offerings, i.e. seafood or
handcrafted tenders.
•
The graphic element shown here
has been specifically created for
Popeyes for broadcast usage.
•
Bonafide is used in body copy as
a product and platform descriptor
for bone-in chicken items.
•
DO NOT under any circumstances
attempt to match these
letterforms with other typefaces.
•
The Bonafide graphic at the
top of the page should be used
on menus and in promotional
materials. The bottom two logos
show how to incorporate the word
“Bonafide” into specialty items
and promotions.
•
DO NOT use in print.
•
The tagline is a sign-out at the
end of broadcast advertising
•
DO NOT use without the
registration mark (®).
•
Permission to use the Louisiana
Fast artwork MUST be obtained
through Creative Services.
Note:
The registered trademark
symbol (®) is an essential part
of the logo.
August 2014
29
s
k
r
a
m
e
d
a
r
T
Trademarks and Copyright Attribution in the United States
Trademarks
In January 2014, AFC Enterprises, Inc.
formally changed its name to Popeyes
Louisiana Kitchen, Inc.
The following is a list of some of
Popeyes more frequently used United
States trademarks and servicemarks,
along with their appropriate notice
symbols.
POPEYES®
POPEYES LOUISIANA KITCHEN®
BONAFIDE®
LOUISIANA FAST™
POPEYES® BONAFIDE® CHICKEN
LOVE THAT CHICKEN®
FOOD WITH ATTITUDE®
FLAVOR KREWE®
SWEET HEAT®
CATER THE FLAVOR®
CAJUN SPARKLE®
GARDEN DISTRICT SALADS®
Trademarks and servicemarks, along
with their appropriate notice symbols,
are updated frequently. Please contact
Creative Services or Corporate Legal
for the most up-to-date trademark
information.
Copyright Attribution
Popeyes never incorporates an
apostrophe before the “s”. This is
done for legal reasons. “Popeyes”
is the trademarked name of the
company; therefore, using an
apostrophe is NOT acceptable under
ANY circumstances.
Third-party trademarks
Use notice symbols and give formal
attribution to any third-party
trademarks featured in Popeyes
Louisiana Kitchen, Inc. or Popeyes
branded communications. For
example:
“Minute Maid® and Fanta® are
registered trademarks of The CocaCola Company.”
The copyright notice identifies
Popeyes Louisiana Kitchen, Inc.
as the owner of marketing and
communications materials we produce
or publish in any medium. It includes
the year the materials are published
and appears at the end of the
document. Always use the following
copyright notice on all Popeyes
Louisiana Kitchen, Inc. and Popeyes
brand communications.
“© [insert year here] Popeyes
Louisiana Kitchen, Inc.”
If copyrighted communications
include elements of a previous year’s
work, then include both years in the
copyright notice. For example:
“© 2010–2014 Popeyes Louisiana
Kitchen, Inc.”
Copyright regulations vary from
country to country, so be sure to verify
the appropriate verbiage for your
region.
Popeyes Louisiana Kitchen, Inc.
copyright attribution
Trademark attributions (also
referred to as legal lines) are written
statements that identify various
ownership rights. These statements
generally follow the copyright notice
language.
However, when the Popeyes name or
logo is used in any communication,
use the following statement in a clear,
easily readable position:
“Popeyes and the Popeyes logo are
trademarks of Popeyes Louisiana
Kitchen, Inc. All rights reserved.”
Copyright notice with trademark
attribution
Always use the following basic
copyright notice and trademark
attribution statement in all Popeyes
Louisiana Kitchen, Inc. or Popeyes
branded communications:
“© [insert year here] Popeyes
Louisiana Kitchen, Inc. Popeyes and
the Popeyes logo are trademarks of
Popeyes Louisiana Kitchen, Inc. All
rights reserved.”
August 2014
31
Confidentiality Statement
The information provided within the
Popeyes® Brand Standards update is
provided to you for use in your work
and/or relationship with Popeyes®.
The content within this document
is confidential and proprietary
information of the Popeyes® system.
Pursuant to the confidentiality
provisions of your agreement(s) or
employment with Popeyes®, you shall
agree to treat such information as
confidential and to take all reasonable
efforts to keep the information
confidential at all times. The Popeyes®
Brand Standards shall not, at any
time, be copied, duplicated, recorded,
or otherwise made available or
communicated to any unauthorized
person or entity, without the prior
consent of Popeyes Louisiana Kitchen,
Inc.
August 2014
32

Popeyes Graphic Standards 101

Transcription

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