Tyson Farms Brand Guidelines (version 2)

IT’S THAT GOOD TYSON BRAND GUIDELINES

IT’S THAT GOOD TYSON BRAND GUIDELINES

THE ACADEMY OF ART UNIVERSITY, SAN FRANCISCO © 2011 JOSE VILLICANA ALL RIGHTS RESERVED FIRST PUBLISHED IN 2011 BY JOSE VILLICANA THIS BOOK WAS PRINTED AND BINDED AT THE KEY BINDERY

INTRODUCTION

CONTENTS 01. COMMUNICATION

04. OUR SUPPORT SYSTEM

1.1. OUR HISTORY

4.1. SECONDARY GRAPHICS

1.2. USP

4.2. TYPOGRAPHY

1.3. REDESIGN

4.3. PHOTOGRAPHY

1.5. COMPETITION

02. OUR NEW IDENTITY 2.1. FORMATS 2.2. LEGAL MARKS 2.3. SUB-BRANDS 2.4. INTEGRITY

03. OUR NEW COLORS 3.1. COLOR BREAKDOWNS 3.2. SECONDARY COLORS

05. APPLICATIONS 5.1. STATIONERY 5.3. WEBSITE 5.4. PHONE APP 5.5. PACK AGING 5.6. OFFICE SUPPLIES 5.7. UNIFORMS 5.8. VEHICLES 5.9. DISPLAYS

3.3. ACCEPTABLE BACKGROUNDS 3.4. UNACCEPTABLE USES 01. T YSON IDENTIT Y GUIDELINES

01 CHAPTER

COMMUNICATION 1.1. OUR HISTORY 1.2. USP 1.3. REDESIGN 1.5. COMPETITION

CH. 01

1.1 OUR HISTORY 1930s It was in 1935 that John Tyson founded the company we know today by transporting that first load of Arkansas chickens to Chicago, where he sold them for a profit of $235. We did not have a brand identity in those days, but John Tyson had established the foundation for what would become the world’s largest protein business.

1940s In 1947, our company was incorporated as Tyson’s Feed & Hatchery. Instead of being just a buyer and seller of chickens, Tyson’s was involved in the growing process. These were the building blocks for what we now know as “total vertical integration in the poultry business.”

1950s Although Tyson’s Feed & Hatchery was not yet a publicly-held company, it was on the grow. In 1955, construction of the Randall Road Plant in Springdale, Arkansas, was completed. Tyson’s Feed & Hatchery was now totally integrated, controlling every step in the production process from farm to market. In 1959, our company adopted Tyson’s Pride as its brand name

T YSON IDENTIT Y GUIDELINES 04.

INTRODUCTION

1960s The first Tyson oval logo was designed by Buddy Wray, former Tyson Foods President and COO, to fit the Cornish hen packaging. In 1963, John Tyson, along with his son, Don, took the company public, issuing 100,000 shares of stock. Upon going public, the company name changed to Tyson’s Foods, Inc. 1970s The ‘70s was a decade of many tests for our company. Extreme downturns in the poultry market threatened to close the doors in 1974. Undaunted, a determined Don Tyson kept going. Logo colors were changed from red, white, and blue to red, white, and orange, as the red, white, and blue did not show up as well in the display case.

The name was changed to the current Tyson Foods, Inc., in 1972.

1980s It was in the ‘80s that growth exploded. Further processed products were becoming a hit with consumers. The construction of the Chick ’N Quick plant in Rogers, Arkansas, gave Tyson a distinct advantage in this growing market. In 1989, Tyson acquired Holly Farms. The acquisition doubled the company’s size. We marketed the Retail Fresh brand with the Tyson Holly Farms logo.

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CH. 01

1.2 THE USP The companie’s newest Unique Selling Point or USP for short is quite simply our guide to serving you, our loyal consumers. Essentially, we have, and always will, continue to:

T YSON IDENTIT Y GUIDELINES 06.

“PROVIDE PREMIUM QUALITY FOOD FROM OUR FAMILY TO YOURS.”

CH. 01

1.3 REDESIGN Logo design is all around us. To the general public, logos serve as an instant reminder of a company or a product; to the client they’re the point of recognition on which their branding hangs; and to us designers they represent the challenge of incorporating our clients’ ideologies into one single graphic.

No wonder, then, that logo design features so prominently in our lives. In an age where everyone must have a website to support their product, service or the company behind it, the demand for a top-class logo has never been higher.

More examples of logo design are out there than ever before, and with that comes the challenge of being different. How do you create something original that stands out in a sea of identities? And how do we create something quickly while retaining quality?

T YSON IDENTIT Y GUIDELINES 08.

INTRODUCTION

For the redesign of the Tyson logo, we wanted to modernize the look and feel to meet current design trends. we wanted to create somthing that didn’t feel contraned and wanted something that felt open, free, and alive.

By making the logo in a more organic shape it represents a more natural connection. by spliting it into three parts, each section represents a new aspect of the Tyson family. The arragement of these shapes also help create the abstract T in the middle; calling back to the company.

09. T YSON IDENTIT Y GUIDELINES

CH. 01

1.4 REDESIGN Logo design is all around us. To the general public, logos serve as an instant reminder of a company or a product; to the client they’re the point of recognition on which their branding hangs; and to us designers they represent the challenge of incorporating our clients’ ideologies into one single graphic.

No wonder, then, that logo design features so prominently in our lives. In an age where everyone must have a website to support their product, service or the company behind it, the demand for a top-class logo has never been higher.

More examples of logo design are out there than ever before, and with that comes the challenge of being different. How do you create something original that stands out in a sea of identities? And how do we create something quickly while retaining quality?

T YSON IDENTIT Y GUIDELINES 10.

INTRODUCTION

For the redesign of the Tyson logo, we wanted to modernize the look and feel to meet current design trends. we wanted to create somthing that didn’t feel contraned and wanted something that felt open, free, and alive.

By making the logo in a more organic shape it represents a more natural connection. by spliting it into three parts, each section represents a new aspect of the Tyson family. The arragement of these shapes also help create the abstract T in the middle; calling back to the company.

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CH. 01

1

1.5 COMPETITION Our competition is comprised of both direct and indirect competitions. There are a few dozen companies that we are competing against on a daily basis and we make sure that we stay ahead of the pack

T YSON IDENTIT Y GUIDELINES 12.

2

INTRODUCTION

3

4

[1] Foster Farms [2] Kraft Foods [3] ConAgra Foods [4] Hornel Foods

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CH. 01

1

2

1.6 COMPETITION Our competition is comprised of both direct and indirect competitions. There are a few dozen companies that we are competing against on a daily basis and we make sure that we stay ahead of the pack

T YSON IDENTIT Y GUIDELINES 14.

INTRODUCTION

3

4

5

[1] Danone [2] Frito lay [3] Smithfield [4] Mars [5] Nestle

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02 CHAPTER

OUR NEW IDENTITY 2.1. FORMATS 2.2. LEGAL MARKS 2.3. SUB-BRANDS 2.4. INTEGRITY

CH. 02

1

Tyson

2

Tyson ’ That Good It’s

2.1 FORMATS In any giving time., Our company logo can be set in five different formats and only five. The first is the standard logo, the second is the horizontal version of our logo, the third is the version with the tag line, the fourth is the symbol without the name and is in black and white and the fifth is the symbol with out the name and in color.

T YSON IDENTIT Y GUIDELINES 18.

3.A

Tyson

OUR NEW IDENTITY

3.B

Tyson

4

Tyson

[1] This is our standard version of our logo. This will remain the default logo for our most common uses such as,: stationery, products, and applications. There will be instances where the horizontal version will be use instead of the default version

[3A/3B] There will be instances where you will use the logo in either black and white or color without the name.

You will only use these versions on applications that require one color print only. Please note that if the symbol will be black, the Tyson name will be white

[2] The tagline versions of our logo is seldom used. Some instances where you would use this logo will be on annual reports, and this guideline manual

[4] The horizontal version of our logo will be used in various application whenever needed.

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CH. 02

1

1

Tyson

™

2.2 LEGAL MARKS It is every team member’s responsibility too protect our trademarks from misuse. Please observe the following trademark guidelines and apply its uses when applicable. The corporate name, Logo, and tag line have certain rules when using them.

T YSON IDENTIT Y GUIDELINES 20.

Tyson

®

OUR NEW IDENTITY

1

1

™

’ That Good It’s

Tyson

®

Our corporate name is Tyson. The company name is always to appear in the upper and lower case letters and should always be on one line.

When referring to our company in written form, you should use Tyson. Initially, you can use Tyson Foods for subsequent references.

The worlds Tyson’s or Tyson are not to be used to refer to our company or our products because they are not our correct company name or registered trade marks.

The Tyson log is the registered trade mark and own all the rights. The logo can’t be manipulated in anyway and must remain as shown unless a certain variation calls for it.

We have the trademark for the phrase, “it’s that good.” This is the current tagline for our company.

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CH. 02

2.3 SUB-BRANDS What are Sub-brands? Sub-brands include a parent brand - which may be a corporate brand, or a family brand - as an endorsement to a sub-brand or an individual, product brand. The endorsement should add credibility to the endorsed sub-brand in the eyes of consumers. The following are a few sub-brands that Tyson operates.

T YSON IDENTIT Y GUIDELINES 22.

OUR NEW IDENTITY

Mexican original

Bonici

Feature the authentic and fresh flavors of Mexican cuisine that our customers crave by strartign wiith Mexican Original brand products. Made with premium ingredients, we offer traditional favorites such as corn and flour tortillas and tortilla chips, as well as vesatile flatbreads, and on-trend wrap falvors for your signature fillings.

choose from our extensive line of pizza productspepperoni, other popular toppings, dougs and crusts, wigns and boneless wings developed specifically for your pizza oven and more. You stand behind our great pizza. Hve the BONICI brand behind you freever.

Wright Brand

IBP

Wright Brand offers rich flavor and consistent quality across all of our products. Discover our naturally hickory-smoked bacon, traditional hams for carving or slicing, country breakfast sausage, and more.

Our IBP premium beef and pork products are supported by a tradition of trusted excellence and commitment to quality, service, and leadership in the industry for a long time.

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CH. 02

Clear Space X

Clear Space X

X

X

Tyson Tyson X

X

X

2.4 INTEGRITY In order for a company logo o stand the test of time, it must always maintain its integrity. The following is the logo integrity for the Tyson logo. Follow the guide strictly as shown. Here is how the clear space and the specifications of the logo.

T YSON IDENTIT Y GUIDELINES 24.

X

OUR NEW IDENTITY

Specifications

Color Specifications

3.25 of X

X

3.25 of X

Tyson

.5 of X X

Tyson

Clear space.

clear space.

The clear space of the logo is based on the Cap Height of the letter T. Always maintain and equal amount of space when using the logo on: websites, ads, posters, stationery, and applications

The clear space of the logo is based on the Cap Height of the letter T. Always maintain and equal amount of space when using the logo on: websites, ads, posters, stationery, and applications

Specifications

Specifications

The distance from the word mark is about .5 pf X and must be like this at all times. X is the Cap Height of the letter Tin Tyson.

The symbol is centered to the letter S and s 3.25 of X. Maintain these specifications when using the logo for all purposes.

The distance from the word mark is about .5 pf X and must be like this at all times. X is the Cap Height of the letter Tin Tyson.

The symbol is centered to the letter S and s 3.25 of X. Maintain these specifications when using the logo for all purposes.

.5 of X

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CH. 02

Minimum Size

3.25 of X

X

Tyson

2.5 INTEGRITY In order for a company logo to stand the test of times it must always maintain its integrity. Following is the logo integrity of the Tyson logo. Follow the guide strictly as shown. Here is how the minimum size and tag line should be used.

T YSON IDENTIT Y GUIDELINES 26.

.5 of X

OUR NEW IDENTITY Tagline Color Specifications

3.25 of X

X

Tyson It’s That Good

.5 of X

.5 of X

Minimum size Please note the minimum size the Tyson log can shrink down to. Please do not shrink down further that 9.85 mm.

Tagline Note that the tagline, “it’s that good.” is .25 X from the wordmark. Xis based on the Cap Height of the letter T in Tyson. The tagline can appear on the ads and websites but rarely on tood products. The apostrophe is from the Archer Typeface

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03 CHAPTER

OUR NEW COLORS 3.1. OUR HISTORY 3.2. USP 3.3. OUR COMPETITION 3.4. UNACCEPTABLE USES

CH. 03

3.1 COLOR BREAKDOWN The newest color choices for the Tyson company are: red, yellow, and brown Each color has a significance and can not be changed in any way. The red represents power, yellow represent energy, and brown represents the new Eco-conscious direction the company has taken. Printing of these colors as Pantone Matching System and spot colors is preferred. 4-color process matches these colors and may be used if production restraints or budget limitations occur.

T YSON IDENTIT Y GUIDELINES 30.

OUR NEW COLORS

C= 6 M= 94 Y= 100 K= 35

R= 159 G= 34 B= 20

PMS= 484

C= 1 M= 38 Y= 100 K= 0

R= 248 G= 168 B= 26

PMS= 7409

C= 49 M= 61 Y= 100 K= 0

R= 150 G= 112 B= 57

PMS= 1265

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CH. 03

3.2 SECONDARY COLORS There are a few secondary colors that the Tyson company uses as well besides the main color palette.

Black and white is used for a one or two-color prints, the cyan color is used thought this book and on the website, the de-saturated gray color is used in the stationery and applicable applications

T YSON IDENTIT Y GUIDELINES 32.

OUR NEW COLORS

C= 0 M= 0 Y= 0 K= 100

R= 35 G= 31 B= 32

C= 0 M= 0 Y= 0 K= 0

R= 255 G= 255 B= 255

PMS= 299

White

C= 100 M= 0 Y= 0 K= 0

R= 0 G= 174 B= 239

Cyan

C= 1 M= 1 Y= 13 K= 15

R= 218 G= 215 B= 197

PMS= 7527

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CH. 03

1

3.3 ACCEPTABLE BACKGROUNDS Our newest logo is so versatile, that i can be used on many of our products Our log can also be used on many of our applications but there are a few rules to using our logo in a specific way. The following are acceptable ways to use our logo on backgrounds.

T YSON IDENTIT Y GUIDELINES 34.

OUR NEW COLORS

2

[1] Use backgrounds with neutral colors [2] use backgrounds with good contrast

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CH. 03

1

3.4 UNACCEPTABLE USAGE The following are unacceptable backgrounds usage.

The backgrounds that have a complex patter, bright colors, backgrounds with text, or colors similar to the logo are unacceptable at all times. Under no circumstances should the backgrounds be used.

T YSON IDENTIT Y GUIDELINES 36.

OUR NEW COLORS 2

4

3

5

[1] Don’t use backgrounds that have similar color to the logomark [2] Don’t use backgrounds with text on them [3] Don’t use backgrounds with bad contrast [4] Don’t use background with too many colors [5] Don’t use backgrounds with animals

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CH. 03

1

3

2

4

Tison

Tyson

3.5 UNACCEPTABLE USAGE The following are unacceptable usage of the actual logo itself. The following examples are to never be used under any circumstances, it is vital that the integrity of the logo design to remain true to the original.

T YSON IDENTIT Y GUIDELINES 38.

Tyson

Tyson

OUR NEW COLORS

Tyson 5

7

Tyson Tyson

6

8

Tyson

[1] Don’t misspell [2] Don’t use the wrong colors [3] Don’t warp the logo [4] Don’t remove pieces of the logomark [5] Don’t change position of the wordmark [6] Don’t change the shapes of the logomark [7] Don’t change the proportions [8] Don’t change the font

39. T YSON IDENTIT Y GUIDELINES

04 CHAPTER

OUR SUPPORT SYSTEM 4.1. SECONDARY GRAPHICS 2.2. TYPOGRAPHY 2.3. PHOTOGRAPHY

CH. 04

4.1 SECONDARY GRAPHICS Our secondar graphics include these shapes of varying sixe and shape, They are used to represent the food items that our company consist of. Rather than having literal images of food, we use organic shapes to repesent them. These graphics can be seen on our business cards, brochures, and this manual.

T YSON IDENTIT Y GUIDELINES 42.

OUR SUPPORT SYSTEM

Our secondar graphics can include images, be in black and white, or full color.

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CH. 04

TTT

Archer Book

Archer Bold

4.2 TYPOGRAPHY

The following Typefaces are use throughout the Tyson company. Arch Pro is used for the name of the wordmark on the logo. Avenir is used for the tag line,the body text in this manual and on the applications and website as well.

T YSON IDENTIT Y GUIDELINES 44.

Aveir Book

OUR SUPPORT SYSTEM

Avenir Light

Avenir Roman

Avenir Heavy

TTT Archer Book [14/18/20]

Avenir Roman [7/20/11]

ABCDEFGHIJKLMNOPQRSTU V WXYZ abcdefghijklmnoprrstuvwxyz123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoprrstuvwxyz123456789

Archer Bold [40/20/44/]

Avenir Light [17/20/21]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoprrstuvwxyz123456789

ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnoprrstuvwxyz123456789

Aveir Book [7/20/11]

Avenir Heavy [14/35/18]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoprrstuvwxyz123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnoprrstuvwxyz123456789

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CH. 04

4.3 PHOTOGRAPHY Our images that we use for our posters, ads, applications , and everything else in-between is all about our food, We make sure that only the best food photographs are used to ensure you that what we produce is high quality exceptional food for your family

T YSON IDENTIT Y GUIDELINES 46.

OUR SUPPORT SYSTEM

In some instances, we use a creative way to display our images. We place our photography inside our secondary graphics to create a playful mood.

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05 CHAPTER

APPLICATIONS 5.1. STATIONERY 5.3. WEBSITE 5.4. PHONE APP 5.5. PACKAGING 5.7. OFFICE SUPPLIES 5.8. UNIFORMS 5.9. VEHICLES 5.9. DISPLAYS

CH. 05

Tyson

5.1 STATIONERY Our corporate stationery that is used for our company.

T YSON IDENTIT Y GUIDELINES 52.

APPLICATIONS

Tyson

Our corporate stationery consists of letterhead, mailing envelope, and business cards

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CH. 05

5.2 STATIONERY Our corporate stationery that is used for our company continued

T YSON IDENTIT Y GUIDELINES 54.

APPLICATIONS

Tyson

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CH. 05

ARE YOU READY FOR SOMETHING GOOD

WELCOM E PLEASE PRESS GO TO ENTER

5.3 WEBSITE We have updated our website to be more in the style of our current redesign. The website features our new photography and uses a more modern design style

T YSON IDENTIT Y GUIDELINES 56.

?

APPLICATIONS

Tyson

HOME A

BOUT

SHOP

RECEPIES

NEW SS

URPRISE M E

WHAT HAS CHANGED Not to long ago, one would think it was impossible t o have a d ecent meal f rom frozen c hicken, but now that h as become reality . At Tyson, we stride ourselves in delivering e xceptional q uallity food that would be of the highest cala bor but we didn’ t stop there. The enti re Tyson brand has taken a new appr oach as a company .

LEARN MORE

©2013 ALL RIGHT RESERVED

Tyson

HOME A

BOUT

SHOP

RECEPIE SN

EWSS

URPRISE M E

HAVE YOU

TRIED SOMETHIN G

GOOD LATELY?

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CH. 05

ARE YOU READY FOR SOMETHING GOOD ?

Tyson

WELCOM E PLEASE SLIDE TO ENTE

5.4 PHONE APP The Tyson Phone App makes it easy to access the website on the go. The app is available for download on the iphone, Android, and Windows Operating Systems. The website is a much simpler interface compared to the pc version.

T YSON IDENTIT Y GUIDELINES 58.

R

APPLICATIONS

HAVE YOU

TRIED SOMETHIN G

GOOD LATELY? ABOU T SHOP RECEPIES NEWS SURPRISE M E

HOME PLEASE SLIDE TO ENTE

R

The Tyson Phone App makes it easy to access the website on the go. The app is available for download on the iphone, Android, and Windows Operating Systems. The website is a much simpler interface compared to the pc version.

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CH. 05

1

Tyson

5.5 PACKAGING The packaging of our food products hasn’t seen a drastic change during our redesign. We have created a brand new label system that conveys our products with a modern, aesthetic, and premium look and feel. Our system includes: frozen, Canned, and refrigerated items.

T YSON IDENTIT Y GUIDELINES 60.

2

Tyson

APPLICATIONS

3 Tyson

4 Tyson

[1] Chicken [2] Chicken Breast [3] Bacon [4] Skinless Chicken Breast

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CH. 05

1

2

Tyson

Tyson

Tyson Tyson

Tyson Tyson

5.6 OFFICE Our office supplies have taken a dramatic changes well. We have incorporated the new logomark in most of our supplies, as well as our colors

T YSON IDENTIT Y GUIDELINES 62.

APPLICATIONS

3

Tyson

Tyson

Tyson

[1] Mugs [2] Pencils [3] Folders

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CH. 05

1

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5.7 UNIFORMS Our uniforms make use of our corporate colors and secondary graphics. These uniforms will come with matching hats

T YSON IDENTIT Y GUIDELINES 64.

Tyson

APPLICATIONS

2

Tyson

Tyson

Tyson

Tyson

Tyson

Tyson

Tyson

Tyson

Tyson

Tyson

[1] Uniforms [2] Hats

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CH. 05 1

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5.8 VEHICLES The company vehicles now include our brand new logomark in a remarkable new way.

T YSON IDENTIT Y GUIDELINES 66.

APPLICATIONS 2

Fo

Fo

od

od

Tyson

[1] Delivery Vans [2] Forklifts

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CH. 05 1

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5.9 STORE DISPLAYS Our in-store displays for various Tyson Products.

T YSON IDENTIT Y GUIDELINES 68.

APPLICATIONS 2

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[1] Chicken [2] Tuna

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