2014 FIFA World Cup Brazil Packaging Design Guidelines

2014 FIFA WORLD CUP BRAZIL™ Packaging Design Guidelines

Sony Corporation Creative Center / FIFA Partnership Project Office 20130329 Ver. 2.0

2014 FIFA WORLD CUP BRAZIL™ Packaging Design Guidelines

Objectives Packaging displayed at stores is an important distinguishing element for product selection by customers. Indicating that Sony is an Official FIFA Partner on packaging and to link this to other advertising and promotional items strengthens product differentiation and can be a powerful way to appeal to consumers. These design guidelines were created for the effective use of the 2014 FIFA World Cup Brazil™ assets on product packaging.

Positioning of the Guidelines These guidelines for the use and placement of the Official Emblem of the 2014 FIFA World Cup Brazil™ and product designations on product packaging are based on the ‘Sony Group Brand Message make.believe Concept and Usage Guideline’ and the FIFA Marks usage guidelines.

Target Audience Business Units, Creative Center (persons in charge of packaging)

Period of Use August 1, 2012 to December 31, 2014

2014 FIFA WORLD CUP BRAZIL™ Packaging Design Guidelines Issued by: Brand Marketing Supervised by: Creative Center FIFA Partnership Project Office Group Marketing Communication Dept.

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Use of the FIFA Emblem on Packaging: Mandatory Use & Exceptions

Mandatory Use of the FIFA Emblem on Packaging

 The Official Emblem of the 2014 FIFA World Cup Brazil™ can be used on product packaging of all product categories included in the agreement with FIFA and for all regions in the world.

The FIFA Emblem should be printed on all product packaging* that will appear in stores from June 2013 onwards. *Exceptions can be made in cases where the product life is long, the size of the Emblem that can be used is too small or where use of the Emblem is difficult.

Exceptions for the Use of the FIFA Emblem on Packaging

 Minimum Size For small-size packaging, the minimum size of the FIFA Emblem (for offset printing, a height of 11mm; for flexographic (Flexo) printing, a height of 35mm) must be used to maintain visibility.

If this is not possible, the FIFA Emblem should not be inserted on the packaging.

 Placement When the minimum size (refer to the above) of the FIFA Emblem cannot physically appear on the main surface of the packaging, a different surface may be used.

 Period of Use Even if product cartons with the FIFA Emblem are still in the market at the end of the 2014 FIFA World Cup Brazil™ competition (July 14, 2014 and later), FIFA will not impose any fines nor request that the cartons be removed from the market. In general, products with a long life that may possibly remain as part of dealer inventories in 2016 and beyond should not have the FIFA Emblem included on their cartons or packaging.

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FIFA Emblem Placement Basic Layout

The Official Emblem of the 2014 FIFA World Cup Brazil™ should be placed on the main surface of the carton or packaging and positioned diagonally to the Module Logo in the recommended lower-right corner. The basic size of the FIFA Emblem should be 25 percent of the height of the Module Logo.

Module Logo

However, if the height of the Module Logo exceeds 240mm, please contact the Creative Center regarding the size of the FIFA Emblem.

If the height of the Module Logo is less than 44mm, the height of the FIFA Emblem should be fixed at 11mm.

FIFA Emblem

Model / Brand Name, etc.

Product Area

25% Module Logo Height

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FIFA Emblem Placement Basic Layout

If the Official Emblem of the 2014 FIFA World Cup Brazil™ cannot be placed in the recommended lower-right corner, it should be positioned in a different corner on the main surface of the carton or packaging. However, the FIFA Emblem should be placed independently and not together with the Module Logo, feature logos or other graphic elements.

Product Area

Product Area

Product Area

Model / Brand

Model / Brand Name, etc プロダクトエリア

Model / Brand

Model / Brand

Product Area

Model / Brand Name, etc

Product Area

Product Area Model / Brand

(Numbers ① and ② above indicate FIFA Emblem placement order of priority.)

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FIFA Emblem Data: Size The Small-size and Large-size data of the Official Emblem of the 2014 FIFA World Cup Brazil™ differ in the size of the type of the Legal Notice, or the “®©” symbols, on the bottom left of the ‘Raising Hands’ graphic element. As shown in the magnified examples below, please note that the ®© symbols are larger in the Small-size data than in the Largesize data. Select the proper size data according to the actual height of the Emblem as it will appear on the packaging and check the size of the ®© symbols to confirm that the correct size data is being used.

Small

Large

For Emblem height of 11mm～21mm

For Emblem height of 22mm & above

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FIFA Emblem Data: Background Color For Offset Printing (Full Color) Applications To maintain consistency in the usage of the Official Emblem of the 2014 FIFA World Cup Brazil™, it can only be used in the following variations. For use on colored backgrounds other than white or black, an Emblem on a white base must be used. Use of any other color base, except white, is prohibited.

White background

Black background

Other color background

Large size data

Offset_logo_A_Large.ai

Offset_logo_B_Large.ai

Offset_logo_C_Large.ai

Offset_logo_A_Small.ai

Offset_logo_B_Small.ai

Offset_logo_C_Small.ai

Small size data

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FIFA Emblem Data: Single Color For Offset Printing (Limited Color Usage) Applications When the number of colors is limited and the full-color logo data on page 7 cannot be utilized, one of the following logo data may be used.

Black Solid (Large)

Flexio_logo_B_Large.ai

White Solid (Large)

Flexio_logo_W_Large.ai

Black Solid (Small)

White Solid (Small)

Flexio_logo_B_small.ai

Flexio_logo_W_small.ai

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FIFA Emblem Data: Single Color For Flexographic (Flexo) Printing Applications The height of the Official Emblem of the 2014 FIFA World Cup Brazil™ must be at least 35mm, the minimum size at which the Emblem can be clearly reproduced. For higher-resolution Flexographic printing, use the full-color Emblem data for offset printing.

Black background (Small)

Flexio_logo_B_small.ai

Carton color background (Small)

Flexio_logo_W_small.ai

Other background colors (Small)

Flexio_logo_O_small.ai

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Isolation Zone (Exclusion Area)

Regardless of the size of the Official Emblem of the 2014 FIFA World Cup Brazil™, the isolation zone around the Emblem must be at least 1/8 of the height of the Emblem.

When using a background color other than white or black, please include the isolation zone within the size of the white base.

Isolation zone

Example: For an Emblem height of 40mm, an isolation zone of 5mm around the Emblem is required.

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Isolation Zone (Exclusion Area)

When using the Official Emblem of the 2014 FIFA World Cup Brazil™ on a background color other than white or black, please include the isolation zone within the size of the white base.

Correct isolation zone

Insufficient isolation zone example

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Packaging Layout Considerations

The Official Emblem of the 2014 FIFA World Cup Brazil™ should not be placed on a complicated background nor over the product photo.

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Packaging Layout Considerations

The Official Emblem of the 2014 FIFA World Cup Brazil™ should be positioned independently and separated as much as possible from feature logos and other graphic elements.

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Packaging Layout Considerations

Example showing the placement of the Official Emblem of the 2014 FIFA World Cup Brazil™ next to a 3rd-party logo

If a 3rd-party logo must be placed near the FIFA Emblem, a space of at least 1/3 or more of the width of the Emblem must be provided between the two graphic elements.

Emblem width ↓ Isolation zone

↑ More than 1/3 of the Emblem width Example: For an Emblem width of 24mm, a space of 8mm or more is required.

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Packaging Layout Example

BRAVIA™ Example

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Packaging Layout Example

Cyber-shot™ Example

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Product Designations

 Product Designations Sony Group companies have the right to designate products that are included among the product categories covered under the agreement with FIFA as an ‘Official Product’ of FIFA or a specific competition. For example, ‘Official Television of the 2014 FIFA World Cup™’ or ‘Official Digital Still Camera of the 2014 FIFA World Cup™’ can be used in advertising and promotional materials, at retailers and events, as well as on product packaging.

For product designations on packaging, the typeface and size, as well as placement, should be discussed and decided by the concerned Business Unit and the Creative Center at Sony HQ. The Business Unit and the designer in charge of the packaging design at the Creative Center will determine these factors.

Typeface: SST (weight optional) Designation placement: Above, below, to the right or left of the Official Emblem of the 2014 FIFA World Cup Brazil™ Size of typeface: To be determined by the Creative Center

Product Designation Placement Examples ①

②

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Product Designation Layout Example

Home Theatre Example

Product designation type size will be decided after discussions by the concerned Business Unit and the Creative Center.

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Approval Application for Use of the FIFA Emblem on Packaging and Product Designation Additions & Modifications

 FIFA Approval Application Prior to Use Use of the Official Emblem of the 2014 FIFA World Cup Brazil™ and product designations on Sony product packaging, as well as any additions or modifications to the list of product designations, requires FIFA approval prior to use. ⇒ All submissions for FIFA approval are handled by FPO (FIFA Partnership Project Office) at Sony HQ.

 Packaging & Product Designation Approval Applications ＜Packaging＞ ・For Business Units Business Unit persons in charge are requested to fill out the Approval Application form with the required information (model number, destination of product, initial usage timing). The forms can be downloaded from the ‘Package Design Guidelines’ section’ of the FIFA Marketing Tools Site at https://www.fifapj.sony.net/ Please send the completed application form to FPO.

・For FSMCs and Sony Group Companies If you plan to produce a customized sticker to create original packaging for a specific region or country, please send the visual to FPO (FIFA Partnership Project Office) at approval@sonyfifaproject.com to obtain FIFA approval of the packaging design.

＜Product Designations＞ Current FIFA-approved product designations can be modified and new ones may be added.

For additions or changes to the list of product designations, please refer to the updated ‘List of FIFA-Approved Product Designations’ posted on the ‘Package Design Guidelines’ section of FIFA Marketing Tools Site. https://www.fifapj.sony.net Application for FIFA approval is required prior to use. ‘Product Designation Application Form’ can be also downloaded from the ‘Package Design Guidelines’ section of the FIFA Marketing Tools Site.

Please send the completed Application form to FPO. FPO will promptly apply for FIFA approval and notify you and each relevant Business Unit at Sony HQ when approval has been obtained.

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List of FIFA-Approved Product Designations

(as of March 2013）

Note: Since Hyundai, as a FIFA Partner, has the rights to car-related categories, Sony cannot use the word ‘car’ in its product categories.

PARTNER DESIGNATION Official Partner Official Partner of the 2014 FIFA World Cup™ Sony is an Official Partner of the 2014 FIFA World Cup™ BRAVIA™ Official Television of the 2014 FIFA World Cup™ Official HDTV of the 2014 FIFA World Cup™ Official TV of the 2014 FIFA World Cup™ FIFA Official Television FIFA Official HDTV FIFA Official TV Home Theatre Official Blu-ray Disc™/DVD Player of the 2014 FIFA World Cup™ Official Blu-ray Disc™ Player of the 2014 FIFA World Cup™ Official Blu-ray Disc™ Recorder of the 2014 FIFA World Cup™ Official DVD Player of the 2014 FIFA World Cup™ Official DVD Home Theatre System of the 2014 FIFA World Cup™ Official Home Theatre of the 2014 FIFA World Cup™ Official HOME AUDIO SYSTEM of the 2014 FIFA World Cup™ Official Speaker System of the 2014 FIFA World Cup™ Official AV Receiver of the 2014 FIFA World Cup™ Official Internet Player of the 2014 FIFA World Cup™ Official Internet Blu-ray Disc™ Player of the 2014 FIFA World Cup™ Official Head Mounted Display of the 2014 FIFA World Cup™ FIFA Official Blu-ray Disc™/DVD Player FIFA Official Blu-ray Disc™ Player FIFA Official Blu-ray Disc™ Recorder FIFA Official DVD Player FIFA Official DVD Home Theatre System FIFA Official Home Theatre FIFA Official Home Audio System FIFA Official Speaker System FIFA Official AV Receiver FIFA Official Internet Player FIFA Official Internet Blu-ray Disc™ Player FIFA Official Head Mounted Display

Hi-Fi Cyber-shot™,

Handycam™

VAIO®

Walkman®

Headphone

Car* Audio USB Memory Reader™ Projector

α™

Official Hi-Fi System of the 2014 FIFA World Cup™ FIFA Official Hi-Fi System Official Digital Still Camera of the 2014 FIFA World Cup™ Official Digital Camera of the 2014 FIFA World Cup™ FIFA Official Digital Still Camera FIFA Official Digital Camera Official Camcorder of the 2014 FIFA World Cup™ Official Video Camera of the 2014 FIFA World Cup™ Official Video Camera Recorder of the 2014 FIFA World Cup™ FIFA Official Camcorder FIFA Official Video Camera FIFA Official Video Camera Recorder Official Personal Computer of the 2014 FIFA World Cup™ Official Laptop of the 2014 FIFA World Cup™ Official Notebook of the 2014 FIFA World Cup™ FIFA Official Personal Computer FIFA Official Laptop FIFA Official Notebook Official Personal Audio Products of the 2014 FIFA World Cup™ Official MP3 Player of the 2014 FIFA World Cup™ Official Digital Music Player of the 2014 FIFA World Cup™ FIFA Official Personal Audio Products FIFA Official MP3 Player FIFA Official Digital Music Player Official Headphone of the 2014 FIFA World Cup™ FIFA Official Headphone Official Product of the 2014 FIFA World Cup™ FIFA Official Product Official USB Memory of the 2014 FIFA World Cup™ FIFA Official USB Memory Official e-book Reader of the 2014 FIFA World Cup™ FIFA Official e-book Reader Official Projector of the 2014 FIFA World Cup™ Official HD-Projector of the 2014 FIFA World Cup™ FIFA Official Projector FIFA Official HD Projector

IMPORTANT: When using product designations on packaging, adherence to rules regarding use of the local language of the destination country or countries is required.

If the product designation in the required language is not included in the list of product designations posted on the FIFA Marketing Tools Site (http://www.fifapj.sony.net/), application for FIFA approval is required prior to use. Please send the translated product designation to FPO. FPO will promptly apply for FIFA approval and notify you and each relevant Business Unit at Sony HQ when approval has been obtained.

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Flow for FIFA Packaging Approval Application Procedures (For use by Business Units only) Documents in Excel format required for the Approval Application are to be circulated by e-mail from the concerned Business Unit to Packaging Design and then to the Creative Center, with each group filling out the forms with information relevant to its area of responsibility. After final confirmation by the Business Unit, the documents are to be sent to the FIFA Partnership Office (FPO) for submission to FIFA for approval.

Excel file e-mail attachment

Excel file e-mail attachment

Business Unit

Packaging Design

ăƒťDetermine product models for approval application ăƒťFill out Excel approval application form with required information

Indicate carton size on Excel approval application form

Creative Center Prepare data & attach image of basic packaging design to Excel approval application

Approval time Excel file e-mail attachment

2 business days

Business Unit

FPO

Confirm Excel file content & send to FPO

Check Excel file content & submit application to FIFA

Notification of Approval

FIFA reply

Up to10 business days

FIFA

Approval

Notification of Approval

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FIFA Marks Approval Application for Packaging (Excel file): Sample Forms (For use by Business Units only) The below approval application forms in Excel format will be distributed to each Business Unit.

For Offset Printing

Digital Imaging (DI) carton sample form

For Flexographic (Flexo) Printing

TV carton sample form 22

FIFA Marks Approval Application Form for Packaging -Procedure Flow & Required Information (For use by Business Units only) Areas of responsibility ● Business Unit ● Packaging Design ● Creative Center

Business Unit ● Product model decision ● Information to be filled out on approval application form ① Product category ② Model number/series ③ Country/region of destination, usage period (exposure dates), approval deadline ④ Size, special notes, comments, etc.

①②

①

②

Packaging Design ● Packaging design: information to be filled out on approval application form ① Carton dimensions ② FIFA Emblem height

Creative Center

①②

③④

● Information to be filled out on approval application form ① Attach image of the basic carton design ② Place a check mark in the box to indicate the FIFA Emblem data size and type used

Business Unit ● After final confirmation of all content, the application approval form to be sent to FPO.

FPO ● After checking content, application approval form to be submitted to FIFA ● FIFA approval notification to be sent to Business Unit TV carton sample form 23

Inquiries / Contacts

■ For inquiries on the use of the Official Emblem of the 2014 FIFA World Cup Brazil™ and product designations on packaging, please contact the following groups.

For inquiries regarding FIFA Marks usage rules, product designations and FIFA approvals, please contact:

FPO（FIFA Partnership Project Office ）

approval @ sonyfifaproject.com

Motoko Nishi / Mari Yoshii FIFA Partnership Project Office Brand Management Department

For inquiries regarding packaging design, please contact:

Creative Center

creative-cd-fifapackage @ jp.sony.com

Communication Design Team Communication Design Management Group

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