Bertolli Brand Guidelines by Gwen Galeza

Bertolli Brand Guidelines

A life-long tradition It was our wonderful olive oil that originally made Bertolli famous around the world; now our name is as rich in tradition and history as our foods are in flavour.

Gwen Galeza Identity Systems Fall 2016 Steve Skaggs

Corporate Brand Guidelines

Contents 8 History 12 Identity 28 Typography 38 Brand Colors 44 Photography 52 Application

Bertolli History Renowned as the world’s leading brand of olive oil, the Bertolli tradition began in 1865 in

This is an updated branding and identity of

Italy. In the small town of Lucca, Francesco and Caterina Bertolli opened a trading shop

the current Bertolli system. There were many

underneath their family home, where they sold olive oil. The couple was very passionate about making olive oil. After Italian emigrants left their country to pursue a new life abroad, they missed the traditional ingredient. Francesco received numerous request to export his olive oil, thus becoming the first exporter of olive oil. In the years since that first store, Bertolli has grown into an international brand. Bertolli products around the world now include wine vinegars, balsamic vinegars and more, in addition to a broad range of olive oils. But as much as Bertolli has grown, some things have stayed constant. Our passion for perfection hasn’t changed – olive oil remains not only Bertolli’s most famous product, but also the most loved. Today, we put the same pride and passion into every bottle as we have for over a century. At Bertolli, we believe that great food is at the heart of great living, and that natural ingredients combined with the magic of olive oil deliver wholesome, flavorful food.

variations of the logo since its inception, but the current one made in the 1950s has remained as its primary identity. The old mark is traditional and complex, by having this update, it still communicates elegance and tradition but with a contemporary take.

â&#x20AC;&#x153; PURE AND NATURAL

ingredients prepared in all their simplicity is the essence of great Italian food. â&#x20AC;? Francesco Bertolli

Identity Our updated logo and its branding embodies the new Bertolli. Still full of Italian culture, tradition, and memories that speaks to the modern times. It is elegant and friendly as it is light and inviting.

Old logo

Made in the 1950s, it shows age and era. Primarily red and gold, with occasional black and gold for premium product packaging.

Old logo deconstruction

3 8

When deconstructed, the logo features: logotype (1), holding shape (2), outline of holding shape (3), wreath (4), crest with crown (5), eagle (6), holding shape for crest (7), and origin year (8).

The new Bertolli After the deconstruction of the logo, we analyzed the brand’s main message. What do each of these symbols represent? What really makes us who we are? What are our values? Bertolli comes from a long history of immigrants and sacrifices. Family is of importance and so is culture. That’s how we decided to emphasize the eagle on the logo. The eagle embodies strength, tradition and family without becoming too literal. The next phase was refining said eagle since it is from the 1950s, after all. We wanted to keep the little characteristics such as the organic errors on its head and wings. Nothing too geometric and refined to compliment the clean logotype. For the logotype, it was simple. What feels consistently friendly and modern, while still respecting an homage to the history? A light and effortless beginning to the emphasized ‘B’, a little flair in the ‘r’ and the rest came easily. Thus, the new Bertolli logo is formed. Because Bertolli has many parts to its original logo, we wanted to keep that aspect alive and well by also creating secondary logos and elements that compliment the its shining counterparts. We would like to think of it as its little family members supporting each other.

The Bertolli Seal

This is the primary version of the logo. It should be used most often, unless there are specific complications. Multiple versions have been adapted to address any problems on the following pages.

The seal needs a clear space to maximize its presence. The Bertolli eagle serves as guide to the amount of space needed around the seal. This formula must be implemented so that there are no other elements that interfere with the seal.

The Bertolli Seal - variations

A. For packaging uses. The gold is metallic and embossed. There is a 100% visible Bertolli gold drop shadow on the logotype to enhance readability. B. For premium packaging. The gold is metallic and embossed. C. For black and white printing.

The Bertolli Seal - unacceptable usage

The following are various examples of violating the new logo. Be careful not to tweak, resize, distort, or take creative freedom that will break the rules set out by this book and the new Bertolli brand.

Bertolli - logotype

y X

The Logotype is primarily used if there are space restrictions where the seal can not be employed. It can also be used for signage, ifÂ needed.

The clearance for this Bertolli logotype ultimately depends on the media it is used in. The logotype must be reproduced with a clear bounding area to increase legibility and maintain integrity.

Bertolli - logotype

LOGOTYPE 1:

Bertolli Red

LOGOTYPE 2:

Bertolli Gold

The Bertolli logotype can be used by these varied colors from our brand palette. Using other colors diminishes the brandâ&#x20AC;&#x2122;s rules andÂ presence.

LOGOTYPE 3:

Bertolli Black

LOGOTYPE 3:

Bertolli Green

Bertolli - ribbons X

X X

Ribbons are used for packaging, web, and print, when the logo is prominent on one side. The ribbons are secondary elements that need to be accompanied by the seal or logotype. In packaging, they will appear by the caps of bottles and the tops of boxes and

bags. In web presence, they will serve as decorative elements. The positioningÂ of the ribbons will mainly be at the top left of whichever media desired.

Bertolli - eagle pictograph

The Bertolli Eagle can serve as a pictograph logo as well as ornamental design. It can be used in print and web. They can be background elements to websites, documents, and stationery. If usingÂ the eagle as a background the opacity or transparency must

beÂ cut down significantly depending on which media is used. It should not be distracting to other logos or brand elements. The Bertolli gray eagle should be the one primarily used.

Typography The Bertolli brand utilizes two main typefaces, Archer and Avenir Next. They compliment each otherâ&#x20AC;&#x2122;s personalities like a perfectly paired cheese and wine.

Donâ&#x20AC;&#x2122;t just eat. Mangia.

Typography

ADVERTISEMENT HEADLINE

Archer Semibold Italic makes the most impact on short headlines.

IN WEB

When the headline is place on top of banner images and full bleed photos, use a weight that is bolder for clarity.

IN PACKAGING

Use contrasting font weights to establish hierarchy.

Start at the table. The Italian Way. Extra Virgin

Tomato & Basil Made with 100% Bertolli Olive Oil

Olive Oil Since there are only two typefaces that the new Bertolli branding uses, its variations of weights are extremely employed. The use of Archer should not look overdone when paired with a contrasting weight.

Each treatment should feel friendly and complimentary. It should never compete with one another.

Typography - Archer

Archer Bold

A B C D E FG H I J K L M N O P Q R S T U V W XY Z abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # % ^ & * ? ( ) {} <> : ;

Archer Bold Italic

A B C D E FG H I J K L M N O P Q R S T U V WX YZ a b c d e fg h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # % ^ & * ? ( ) {} <> : ;

Archer Semibold

A B C D E FG H I J K L M N O P Q R S T U V W XY Z abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # % ^ & * ? ( ) {} <> : ;

Archer is the main typeface used. It is used for headings in print, posters, web, packaging and billboards. There is an array of freedom in using the variations of this typeface. In print and web, it is used italicized when it comes to headlines. This slab serif is charming,

approachable, and friendly. It is contemporary, yet still contains oldstyle characteristics. The warm and inviting feel of this typeface fits with the Bertolli brand.

Typography - Archer

Archer Semibold Italic

A B C D E FG H I J K L M N O P Q R S T U V WX Y Z a b c d e fg h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # % ^ & * ? ( ) {} <> : ;

Archer Book

A B C D E FG H I J K L M N O P Q R S T U V W XY Z abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # % ^ & * ? ( ) {} <> : ;

Archer Book Italic

A B C D E FG H I J K L M N O P Q R S T U V WX YZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # % ^ & * ? ( ) {} <> : ;

Archer Light

A B C D E FG H I J K L M N O P Q R S T U V W XY Z abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # % ^ & * ? ( ) {} <> : ;

Typography - Avenir Next

LONG PARAGRAPHS

To ease reading longer paragraphs use Avenir Next.

SHORT CAPTIONS

When Archer doesnâ&#x20AC;&#x2122;t suffice as the typeface for captions, use Avenir Next. Archer still needs to accompany it.

LEADING

Make sure to give breathing room. There shouldnâ&#x20AC;&#x2122;t be any overlapping ascenders and descenders. Adjust the leading to the appropriate points.

In 1865, Francesco Bertolli opened a small store in Lucca, Italy selling regional foods including wine, cheese, olives and olive oil. When Italians immigrated to America in the late 1800s, they wrote to Bertolli asking him to send crates of olive oil. Thus, Bertolli became the first exporter of olive oil.

Re-discover your passion for Italian cooking with Bertolli sauces, frozen meals, and oil & vinegars. Start impressing your dinner table tonight!

Make Tuscan inspired creations with the timeless combination of vineripened tomatoes, summer-leaf basil and extra virgin olive oil. Click here a recipe for this particular Bertolli product

The second Bertolli typeface is Avenir Next. This typeface compliments Archer. This updated version of Avenir provides optimal legibility and is used for larger bodies of type such as paragraphs and long captions.

â&#x20AC;&#x153; There is nothing more beautiful than sharing great food, conversation and laughter.â&#x20AC;? Francesco Bertolli

Typography - Avenir Next

Avenir Next Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Avenir Next Demi Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Avenir Next Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # % ^ & * ? ( ) {} <> : ;

Avenir Next should not be used in all caps in packaging or web. It should always come secondary to Archer. Intrusion of the main typeface collides with the feel Bertolli communicates. The use of both typefaces enhances the Bertolli brand feel of friendliness, invitng,

and modern with respect to tradition. Only on special circumstances should Avenir Next be set in other color besides black.

Typography - Avenir Next

Avenir Next Medium Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Avenir Next Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Avenir Next Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # % ^ & * ? ( ) {} <> : ;

Brand Colors We integrated Bertolliâ&#x20AC;&#x2122;s classic original colors and added secondary colors that will compliment it. The updated colors are lively and metallic. Itâ&#x20AC;&#x2122;s basically the quintessential Italian colors with vibrant reds and shinny golds.

Brand Colors

Bertolli Red

RGB

191 | 30 | 46

CMYK

18 | 100 | 90 | 8

HEX

BF1E2E

PMS 186C (bright) 187C (dark)

Bertolli Red is the most prominent color in the Bertolli brand. It has been part of the brand equity ever since its inception. It is used 80% of the time and will be present in all communications. This red is not to be used as tints or screens. It should maintain its integrity. The classic

red adds tradition and culture to the Bertolli brand and should be used accordingly.

Brand Colors

Bertolli Gold

RGB

183 | 153 | 92

CMYK

29 | 36 | 74 | 3

HEX

B6995C

PMS 619C (solid coated) 871C (metallic)

Bertolli Green

These colors are part of Bertolliâ&#x20AC;&#x2122;s primary brand colors. Bertolli Gold has metallic treatments according to which medium it is used on. It is used 15% of the time in brand communication. It adds contrast and sophistication to Bertolli Red. Bertolli Green is used only 5% of

RGB

0 | 104 | 56

CMYK

90 | 30 | 95 | 30

HEX

006738

PMS

349C (solid coated)

the time. It is used in special cases in graphic elements such as the ribbons and the eagle pictograph.

Secondary Brand Colors

Black

Silver/Gray

White

The secondary colors are to be used in complimentary to the primary colors. They are neutrals and are meant to enhance the brandâ&#x20AC;&#x2122;s identity through its feelings openness and cleanliness.

RGB

0|0|0

CMYK

75 | 68 | 67 | 90

HEX

000000

RGB

192 | 191 | 191

CMYK

25 | 20 | 20 | 0

HEX

BFBEBF

RGB

255 | 255 | 255

CMYK

0|0|0|0

HEX

FFFFFF

Secondary Brand Color Tints

100% GRAY

30% GRAY

100% opacity when it is not used as a background.

Use a maximum of 30% Gray when it is used as background in web materials.

50% GRAY

Use 50% Gray when using as a background in print or packaging. This can vary depending on the paper selection.

Photography The Bertolli brand emphasizes the use of photography on all platforms. Consumers need to feel vibrance of the fresh ingredients and wholeness of the brand. The photographs need to evoke the warm and fuzzy feelings that excite us in life.

Photography - Food

Photography is key in Bertolli branding. The essence of the brand is communicated through the use of photography. When it comes to showing food photography, consumers need to be able to feel the

crispness and freshness of the ingredients that Bertolli offers. The style includes blurred out backgrounds, warm and rustic filters, and close up shots that entice the consumers.

Photography - Dinner table

When it comes to showing family at dinner table, photography needs to show a cozy atmosphere with a warm filter. The people must look genuine, loving and approachable. The photography should range from overhead shots of the food or people to family members

enjoying their Bertolli dinner. Consumers should feel at home and be able to relate to the photography like it was their own photo.

Photography - Miscellaneous

Because Bertolli honors its Italian traditions and culture, itâ&#x20AC;&#x2122;s important to show that in photography. Vintage photos of Bertolli can be used, but sparingly. Along with the food photography, it needs to embody

aÂ warm and rustic Italy. The consumers should sense the quintessential Italy through the use of photography.

Applications How the new brand identity is carried throughout the entire system. This includes stationery, packaging, advertisements and digital presence.

Applications - Letterhead

Gianna Bernini Chief Olive Oil Maker

1000 Alfredi St. Lucca, Italy 40202

Gianna Bernini Chief Olive Oil Maker

May 21, 2017 Mario Batalli One Fifth Avenue New York, NY 10003

Dear Mr. Batalli, On behalf of Bertolli, I am very honored that you will be able to join us for a very special night in Lucca, Italy, home of our company and the pride of Italy. We are massive admirers of your work and would love to show you how we make our olive oil and hopefully have you use them in the near future. We adore your culinary expertise and would appreciate if you would share some insights with us. My husband, Rodolfo, and I are also proud to inform you that we are holding a competition for four lucky Bertolli fans to come and join our gathering. We are flying them from their hometown to Italy. It will be a very special night for both us and them as you are able to join us. There is one thing you must know, however, it is very tricky to get to Lucca, Italy, but it will be worth it in the end. We have made special preparations to accommodate the special night. There will be festivities that you and our guest will be able to join. We will see to it that you will have the best night here in our hometown. Again we are very honored that you are able to come to our little paradise. We hope you look forward to seeing us as we look forward to seeing you. Weâ&#x20AC;&#x2122;re counting the days!

Sincerely,

Gianna Bernini

Our letterhead is set on standard A4 paper. The stationery template is on the left and is customized to a preferred name. The body of the stationery is set in Avenir Regular and the leading is appropriately set.

1000 Alfredi St. Lucca, Italy 40202

Applications - Envelope 9.5 INCHES

Envelope width

Bertolli

1408 North 18th Street Lucca, Italy 39039

4.125 INCHES

Envelope height

Bertolli

1408 North 18th Street Lucca, Italy 39039

Bertolli

1408 North 18th Street Lucca, Italy 39039

Applications - Business Cards

3.5 INCHES

Business card actual size (back)

Arrietty Santore

1408 North 18th Street Lucca, Italy 39039 E: a.santore@villabertolli.com P: 49 390 93423

2 INCHES

Business card actual size (front)

Applications - Website

To put focus on the new branding, the Bertolli website will contain a full bleed photo with the seal front and center. This allows for the viewer to take in Bertolliâ&#x20AC;&#x2122;s new look and feel at once without the

overwhelming information. The blurred photo feels warm and inviting and viewers are able to picture themselves in the scenery.

EAGLE BACKGROUND

Eagle pictograph used as a background

QUICK LINKS

Hover over to ďŹ nd quick links to recipes or social media

Applications - Website

The recipe page is easy to follow and contains close ups of the food photography. This allows the viewers to see the ingredients at an intimate level. The viewer also has the option to print or email the

recipe for convenience. The product page showcases information about each product including nutritional facts and where to purchaseÂ it.

RECIPE PAGE

Features close up of food.

PRODUCT PAGE

Blurred out photos to ďŹ nd more recipes

Applications - Packaging

World’s Number #1 Olive Oil Brand

Classico

Pure Olive Oil First Cold Pressing Since 1865

World’s Number #1 Olive Oil Brand

ExtraVirgin Olive Oil

Extra Light Tasting Olive Oil

First Cold Pressing Since 1865

Sauces, roasting, grilling

Best for satuéing, frying, baking

NET WT 25.5 fl oz (750ml)

Best for dressings, marinades, dips NET WT 25.5 fl oz (750ml)

The packaging for Bertolli’s olive oil will feature a metallic gold olive branch and the new branding rules. The seal will be prominent at the top of the bottle and the ribbon will be placed on the cap.

Applications - Packaging

Since 1865 Lucca, Italy

Olive Oil & Garlic Made with 100% Bertolli Olive Oil American Culinary Chef’s Best

NET WT 25.5 fl oz (750ml)

Since 1865 Lucca, Italy

Tomato & Basil Made with 100% Bertolli Olive Oil American Culinary Chef’s Best

Since 1865 Lucca, Italy

Alfredo Sauce

With Aged Parmesan Cheese American Culinary Chef’s Best

NET WT 25.5 fl oz (750ml) NET WT 25.5 fl oz (750ml)

The packaging for the pasta jars will be similar to the olive oils. It will feature a metallic gold cut out of a tomato plant. The seal will be placed inside the black label instead of at the top.

Applications - Outdoor Advertisements

On outdoor advertisements, bold headlines and variations of food and family photography should be used to capture consumersâ&#x20AC;&#x2122; attention. It should evoke Bertolliâ&#x20AC;&#x2122;s Italian culture and essence.

Applications - Print and Mobile Advertisements

Right: print ad in a magazine, left: Facebook sponsored ad. Bertolli advertisements will feature high resolution photography on all platforms. Social media advertising such as Facebook, Pinterest and Instagram will be heavily utilized.

Sources pexels.com unsplash.com deoleo.com adbrands.com Google Images Bertolli (US & International sites) Flickr Image on right (Lucca, Italy)