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 Brand visual Support X X X X Brand name X 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 Pantone 81C Pantone 4625C CMYK 20% 0% 90% 0% 45% 77% 90% 60% RGB 220% 220% 64% 78% 48% 29% Black & White 20% grey 100% black
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 RAL 1016 RAL 8016 No screen Black 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 Pantone 81C Pantone 4625C Pantone 7492C Max Havelaar - Authentic Mold Pantone 81C Pantone 4625C Pantone 7504C Max Havelaar - Espresso Beans Pantone 81C Pantone 4625C Pantone 11C 5
. 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
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 increase the size of the white border! support - Do NOT change the colours of the logo! Do NOT change the typeface of the logo! Do NOT change the colours 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 124567890 abcdefghijklmnopqrstuvwxyz,?;.:/=+@&é ( è*$ )... Fritz Quadrata Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ 124567890 abcdefghijklmnopqrstuvwxyz,?;.:/=+@&é ( è*$ )... Mrs Eaves Mrs Eaves is an alternative typeface used on the 500kg packs. Mrs Eaves Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ 124567890 abcdefghijklmnopqrstuvwxyz,?;.:/=+@&é ( è*$ )... Mrs Eaves Small caps ABCDEFGHIJKLMNOPQRSTUVWXYZ 124567890 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 info@beyerskoffie.be Beyers koffie NV Koning Leopoldlaan 2870 PUURS TEL 00 2 (0)52.0.00.0 FAX 00 2 (0)52 0 59 70 #JK #FZFST HFQBTTJPOFFSE LPG¹ FCSBOEFS TJOET IFCCFO XF BM MBOH FFO CPPOUKF WPPS 'BJSUSBEF LPG¹ F 0G V OV UIVJT PG PQ IFU XFSL WBO VX LPG¹ F HFOJFU XJK WJOEFO EBU FFSMJKL FO IFFSMJKL POMPTNBLFMJKL NFU FMLBBS WFSCPOEFO [JKO 0OUEFL EF XFSFME WBO #FZFST 'BJSUSBEF LPG¹ F BBO EF IBOE WBO POT VJUHFCSFJEF BTTPSUJNFOU 0Q LBOUPPS $ P GGFF # SFBL 4 ZTUFN En [PSHFMP[F FO HFCSVJLTWSJFOEFMJKLF WPPS VX LPG¹ FHFOPU PQ LBOUPPS 5IVJT (FNBMFO LPG¹ F HS FO #FZFST 'BJSUSBEF %JTDPWFSZ #PY UJKEFMJKL CFTDIJLCBBS UJKEFOT FJOEFKBBSTQFSJPEF 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 FFairtrra F CF ] JOGP!CFZFSTLPG¹ de koffie. F CF XXX CFZFSTLPG¹ #FZFST LPG¹ F /7 ],POJOH -FPQPMEMBBO ] 1664 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 info@beyerskoffie.be Beyers koffie NV Koning Leopoldlaan 2870 PUURS On a dark background the logo is always surrounded by a fixed white border. Underneath TEL 00 2 (0)52.0.00.0 FAX 00 2 (0)52 0 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 0% certified content 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 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 0% certified content 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 tr h Authentic Mold tr h Authentic Beans S Authentics S Authentics 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. +2 (0)494 52 76 49 svangeertruy@beyers.eu recto 229 mm Patte de fermeture www.beyerskoffie.be De +2 Beyers Koffie N.V./S.A. Koning Leopoldlaan, 2870 Puurs-Breedonk (B) - www.beyers.eu 114 Window Steve Beyers Sales Manager Retail brand & packaging design rue Malibranstraat, 75 1050 Brussels (Belgium) www.monalisa.be-com GSM. +2 (0)476 48 72 90 Client name: Beyers sbeyers@beyers.eu Job status: Job ref.: BEY 09168_09 Job name: BEY09168_09_Enveloppe FD 19 10 09 BL Date (original): 19.10 /09 Realese date (OK client): 19.10 /09 C1 Platform: Mac Pro (Intel) Software: ADOBE ILLUSTRATOR CS C2 Colours: Technical printing: Offset C PMS 81 C Plan n : format 229 mm x 114 mm www.beyerskoffie.be C4 PMS 4625 C Scale: 100% C5 Black Please use the fonts delivered with the cd-rom C6 This output is not an accurate colour proof The barcode number has to be verified by the client STOP OK cancelled released +2 Beyers Koffie N.V./S.A. Tel +2 (0)52 0 00 0 B.T.W.-T.V.A. BE0404 816 08 Koning Leopoldlaan, Fax +2 (0)52 0 59 79 FORTIS: 220-0012757-86 2870 Puurs-Breedonk (B) info@beyers.eu IBAN: BE78 2200 0127 5786 www.beyers.eu BIC: GEBABEBB18A Client name: Beyers Job ref.: BEY 09168_09 Job name: BEY09168_09_Letterhead Date (original): 19.10 /09 Realese date (OK client): 00.00 /09 Platform: Mac Pro (Intel) Software: ADOBE ILLUSTRATOR CS Colours: Technical printing: Offset Job status: FD 19 10 09 BL C1 19 10 09 BL C2 Laurent Sohie C 11
9. Contact Designed by monalisa for further information: Product Manager BENELUX Cindy Goosens cgoossens@beyers.eu 12