The
powerful
book of big. and small.
beta
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mondelĒz International
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Introduction Vision
Once, There was Big. Full of legendary might and great power. But even still, Big wanted more.
And then, There was Small. Lightning-quick and perfectly precise. But yet Small, too, wanted more.
So imagine their surprise,
when the two Became one. now more powerful than either on its own.
Something both Big. And Small. Mondelēz International. The power of big. And small.
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mondelĒz International
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Introduction Who We Are
What if the
greatness of big,
And the greatness of small, Became
greater together?
That’s the power of Mondelēz International. With the scale and resources of a $35 billion global powerhouse. And the speed, creativity and agility of a fresh new start-up. We are known for our powerful and iconic global brands. Brands that awaken the senses. Brighten the day. Refresh. Renew. Uplift. Which is exactly what we do within our walls every day. We make the products that make people smile. And we make them like no one else can.
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Introduction What We Believe
We believe big can make And small can
waves.
set its own course.
We believe in facing the world of business in a new way. One that combines a fanatical focus on our growth and success, with incomparable speed and flexibility. We believe in the big power of bold actions. And we apply them to our daily competitive act — achieving great things through collaboration, confidence and creativity. We believe big is powerful. But it’s nothing without small.
mondelĒz International
0.4
Introduction Why We Need It
For us, the power of big and small is a lens through which we look at our dream, our objectives, and our strategies. It helps us achieve our goals by tapping into the strengths we have as an organization. It provides another level of meaning to our values, guides us as we make decisions and run our business, and shows us how we should behave with each other and our stakeholders.
Our belief helps us: 1. To attract The talent we want — and need — in order to realize our growth and ambition. 2. To unleash Ourselves to take bold actions, and achieve our goals... making our culture the best there is.
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Introduction How We Live It: Our Belief
We’re a $35 billion global snacking company with a dream to create delicious moments of joy through our portfolio of blockbuster brands. And we’re uniquely positioned to do it. Our size gives us the muscle to get things done. And our mindset frees us to be bold, flexible and fearless.
That’s our power.
The power of big.
And small.
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Introduction How We Live It: Our Convictions
we have seven convictions building on our seven values, which provide the foundation for our company and guide everything we do We believe there’s big value in every human connection and in every bond… especially when times get tough. So we… INSPIRE TRUST
We believe that complexity crushes the human spirit and that simplicity is the essence of speed. So we… KEEP IT SIMPLE
We believe that it’s up to each of us to do what it takes to drive growth. So we… ACT LIKE OWNERS
We believe we can’t wait for it to happen: we’ve got to make it happen… now. So we… DISCUSS DECIDE DELIVER
We believe in the power of different perspectives and in daring to try new ways. So we are… OPEN AND INCLUSIVE
We believe honest discussions and direct feedback are essential to making the right decisions, quickly. So we... TELL IT LIKE IT IS
We believe that what makes our workplace great is passion and personality. So we… LEAD FROM THE HEAD AND THE HEART
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Introduction Brand Attributes Our Unique Advantage
The power of big Global scale and reach Financially strong — investment opportunities 9 powerful, iconic $1BN global brands Collaborative working Lifting the spirit
The power of small Global and local
Deep local roots
Big and fast
Agility, speed and flexibility
Legacy and possibility
52 famous regional brands with over $100MM in revenue
We and I Tomorrow and today
Bold actions. Individual ownership Lifting the moment
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Introduction Our Dream
We believe in the power of big. and small. Our belief and our brand Let’s start with the most important thing. There is just one Mondelēz International brand. The creative style we describe in these guidelines is built using the corporate brand, creating a distinctive look and tone from the elements of our existing brand. We needed this unique look and tone to communicate what we stand for as an employer. To help us tell compelling stories through colleague-facing internal communications (people communications and platforms) and, externally, to give us an edge as we court the talent we need.
how we make our dream real, adding charisma, personality and dynamism. In one small phrase, it describes our culture, how we approach our work, and creates differentiation between us and other employers.
What’s big? What’s small? While big and small say it all, it’s important we’re clear what we mean when we say “big,” or “small”! We have listed some of the attributes of each, describing what they mean to us, and the power that comes from combining the two.
But it’s not just a look. It’s a lens: something that helps us The power of conviction consider business decisions and challenges — guiding what There is one last piece: our convictions and values. we do, and how we do it. And because it’s so integral to They answer the question: what matters most to us? our business, we have integrated it into our strategy globe. These are things which we hold dear, which inspire passion in us, and which determine the way we behave and the Our belief and our dream kind of workplace we want to be. Together with our values, Think about it this way. Our dream is what we do: "Create our convictions give us a unique perspective on the world. delicious moments of joy." Our belief helps us understand
mondelÄ’z International
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Introduction Our Dream
We believe in the power of big. and small. In brief: a recap Our dream is what we do: We create delicious moments of joy. Our belief is how we bring our dream to life: the power of big. and small. Our goals are what success looks like: Top-tier financial performance. And creating a great place to work. Our strategies show us how to achieve those goals. And our outcomes show us what to do, and give us ways to measure how we’re doing. Our values and convictions reflect our unique perspective on the world. They are the foundation on which we build our company. Need a visual to bring it all together? Us too. Take a look at the next page.
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Introduction Strategy Globe
Dream
Create Delicious Moments of Joy!
Goals
Top-tier Financial Performance Strategies
Outcomes
Unleash the Power of Our People
Transform Snacking
Performancedriven, valuesled mind-set
Power brands & global innovation platforms
Inspirational leaders
Contemporary & engaging brand communications
Collaborative, creative learning communities Unquestioned integrity in everything we do
Great Place to Work
Snacking solutions anywhere, anytime
Integrated supply networks
Superior routes to market
Resources focused on priority markets
Stunning visibility at point of buying
Global scale with entrepreneurial spirit
Act Like Owners
Values
Discuss Decide Deliver
Great quality at advantaged costs
Powerful customer partnerships
Consumers’ needs range of Boost, Fuel & Treat snacking choices
Driv to Fuel Growth
Revolutionize Selling
Tell It Like It Is
Lean & simple processes
Lead from the Head & the Heart Be Open & Inclusive
Inspire Trust Keep It Simple
Protect the Well-being of Our Planet
Safety of our people & our products Sustainable resources & agriculture Community partnerships Balanced snacking choices
mondelĒz International
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Introduction How to Use This Book
consistent USAGE = STRONGER BRAND Every piece of communication we create is a chance to reinforce the brand that is uniquely Mondelēz International. Consistency is paramount, both in look and tone. What’s laid out in this book is meant to ensure that everything we say and do looks and feels like it comes from the same company. We are creating a strong and resonant brand to build our unique competitive advantage — ultimately to help our colleagues (current and future) understand what's special about us, why they should join and why they should stay.
IT’S A GUIDE, NOT a barrier This is all about unleashing the power of big. And small. That spirit should infuse the way that we bring this to life, whether it’s creating a piece of communication, running a meeting or setting your annual goals. Consider this book a jumping-off point, a foundation that will help keep us consistent where we need to be. Follow these basic ground rules, but be sure to experiment and let loose your creativity. We’re looking forward to your big ideas!
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Introduction What Is This Book?
These guidelines explain and demonstrate the use of our belief. With it, we can become a place where great people want to work. These guidelines should be used by Mondelēz International employees and external partners involved in the design, production or implementation of Mondelēz International employer-branded material and assets. We hope the examples and suggestions found here will inspire your creative thinking, while providing some boundaries within which to explore.
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Introduction Our Audience
we’re talking to Current and prospective employees that are bright people, who are in demand. People our competitors would love to attract. They want to work for a “brand name” company that offers global opportunities. A chance to make their mark. A company that can make a splash in a VUCA world. What’s that? Simple: a company where Vision trumps volatility, Understanding overcomes uncertainty, Clarity beats complexity and Agility slays ambiguity. Every time.
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Introduction Brand Voice and Tone
Bold
Active Fast-Paced Global Joyful
mondelÄ’z International
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Introduction Visual Overview
The first part of this book defines what the brand is and what it stands for. This section describes what the brand should feel like, providing guidance on how to capture our unique look and tone, and effectively deliver the bigger brand experience, through your work.
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Introduction What We Look Like
Our look is designed to reveal and embrace the power of big and small, in all its vibrant joy. We showcase our strength with a disarming quality; there’s a certain playfulness and lightheartedness that should come through every communication piece. The human touch is always present, from our imagery to our joyful typography. The goal is to achieve an authentic and contemporary feel for the brand, while celebrating the intrinsic power within big and small.
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Introduction Applications & Style Guide: How to Use this Section
On the following pages, you’ll find examples of how our rules and tools come together to form our communications. You’ll find some good examples, as well as some important watch-outs for you to be aware of as you create your own “Power of Big. And Small.” communications.
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Section 1.0
using our belief identity
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Using Our Belief A Lens and a Look
USING OUR BELIEF We believe in the power of big. And small. We know it gives us an edge. Differentiation. Sparkle. But how do we use it? When do we use it? Why do we use it? Think about it in two ways: as a lens, and as a look.
It’s a lens we can use to consider what to do… and how to do it.
When do we use it? • Use it in every aspect of our recruitment — to help us woo the best and the brightest.
When do we use it? • Use it to evaluate what we do and how we do it (e.g., current policies and practices).
• Use it in communications that deal with “people” stuff! Things like performance management, compensation, policies and leadership messaging.
• Use it as design criteria when creating something new.
• Use it to help us talk to each other about what’s important to us as individuals, members of a team and above all, colleagues that make Mondelēz International a great place to work.
Our Belief as a lens
• Use it to hold yourself accountable as you start, experience and finish major projects and initiatives. • Use it in coaching and feedback discussions with your managers, peers and colleagues.
Our Belief as a Look Our Belief isn’t just a tool to help us work. It’s also a compelling look and feel… something we can use to tell our story, internally and externally.
To use it powerfully, we’ve got to use it properly. Here is some guidance. And remember, we’re global like we’ve never been before, so a little bit of consistency with a lot of room for localization is a good thing.
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Using Our Belief A Lens and a Brand
When it’s an attitude, and when it’s a Look When should you use the Belief’s creative look and feel, and when should you just use the tone of voice? Here are some ideas. It’s not an exhaustive list, but should help you judge the appropriate usage.
When to use the look and tone
When to use only the tone of voice
External:
When we need to talk directly to our colleagues, provoking them to consider what we’re offering and consider their motivations differently, we can use the platform’s tone, or attitude. It is bold, active, fast-paced, global… and above all, joyful!
• Recruiting 1. Social Media Outlets focused on company and employer brand awareness — like our LinkedIn and Facebook pages. • Global Careers Site 1. Regional and Local Career or Campaign Sites Internal: • Colleague Communications 1. Performance Management 2. Learning & Leadership Development 3. Rewards and Compensation 4. Leadership Messaging
Here are some examples where we would use the tone of voice and attitude of the Belief, but we would stick with the standard corporate look and feel rather than using the iconography of the Belief. Internal: • Company Programs & Initiative • Policies & Practices (ex. Travel policy)
Section 2.0
Logo and lockups
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Logo & Lockups Overview
We’ve got a fantastic logo. It’s tempting to use it all the time. But to make sure it remains powerful, we need to use it selectively — the right way — and only when it makes sense to do so. Here’s some guidance. It’s not exhaustive, but it should help you make the right call. The Power of Big and Small Logo Usage Guidance: On the next page you will find guidance on when to use the three logos and details on when to use the marks separately. This is not an exhaustive list, but which mark is most appropriate.
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Logo & Lockups Overview
Three Marks Exist Corporate Logo Defer to the corporate brand guidelines. Corporate & The Power of Big and Small logo When there is no Mondelēz International logo present within the communications, then the corporate and The Power of Big and Small logo should be utilized. The preferred option is to use the Mondelēz International and The Power of Big and Small logo for maximum visibility, but should circumstances or the layout dictate, then in select cases the stand-alone Mondelēz International and The Power of Big and Small logos can be used. Determine whether to use the centered or right justified verison by what works best visually with the communication's layout. The Power of Big and Small lockup Only use if the communications piece has an existing Mondelēz International corporate logo on the creative layout/communications piece. The Mondelēz International logo should be present within the same visual space, i.e. on the same page.
Corporate Logo
Corporate & The Power of big and small logo Logo Centered
The Power of big and small Lockup
Right Justified
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Logo & Lockups Working Examples
Do we always use the new lockup? No, the team has laid out when to leverage The Power of Big and Small creative look and feel and when to leverage the The Power of Big and Small tone only as a lens. Following these guidelines will ensure you’re correctly applying the new Belief look and feel.
Application:
Required Usage of the Corporate The Power of Big and Small LockUp
Building signage
No – Defer to the corporate brand for guidance
ppt templates
Yes – For any colleague facing communications as outlined in the usage guidelines, the approved Belief ppt template should be used. For all other needs, please defer to the Corporate Brand guidelines
Press releases
No – Defer to the corporate brand for guidance
Stationary
No – Defer to the corporate brand for guidance
Video frames (headers/footers)
No – Defer to the corporate brand for guidance
Customer presentations
No – Defer to the corporate brand for guidance
Customer interactions
No – Defer to the corporate brand for guidance
Editable bursts/project initiative identity
No – Defer to the corporate brand for guidance
Company fact sheet
No – Defer to the corporate brand for guidance
Community ads
No – Defer to the corporate brand for guidance
Internal newsletters
Yes
Email signature
Optional – The The Power of Big and Small logo can be included as a standalone logo
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Logo & Lockups Full-Color Version: Corporate and The Power of Big and Small Logo
Full-Color Color is a powerful means of identification. Consistent use of the full-color logo will help build visibility and recognition for Mondelēz International and will set us apart from our competitors. The full-color version of the logo is composed with MDLZ Purple for the logotype and Delicious Red for the flavor bursts. The two primary colors reflect our rich heritage and provide authority and purpose for our brand. The full-color version of the logo should be used whenever possible.
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Logo & Lockups Black and White Versions: Corporate and The Power of Big and Small Logo
Black and White Across applications, every effort should be made to use the full-color logo. However, in instances where only black and white is available for printing, use the options to the right.
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Logo & Lockups Clear Space: Corporate and The Power of Big and Small Logo
Clear Space The following are the clear space rules for the logo. In order to gain maximum visibility, the logo should always appear with a minimum area of clear space around it. This area should be free of any type or graphic element. Using the width of the burst as “x,” the clear space is a 1x area around the entire logo. This rule applies to all versions of the logo on all mediums.
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Logo & Lockups Minimum Size: Corporate and The Power of Big and Small Logo
Minimum Size The logo retains its visual strength in a wide range of sizes. However, when the logo is reproduced too small, it is no longer legible and its impact is diminished. The logo should not be reproduced in a size smaller than 1.75 inches / 44.45 millimeters in width, as illustrated.
1.75 inches / 44.45mm
To retain the best quality on screen, the logo should not be displayed smaller than 90 pixels in width at 72 dpi. 1.75 inches / 44.45mm
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Logo & Lockups Color Version: The Power of Big and Small Logo
Color Lockup Color is a powerful means of identification. Consistent use of the color logo will help build visibility and recognition for Belief. The color version of the logo is composed with MDLZ Purple. The color version of the logo should be used whenever possible.
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Logo & Lockups Black and White Versions:The Power of Big and Small Logo
Black and White Lockups Across applications, every effort should be made to use the color logo. However, in instances where only black and white is available for printing, use the options to the right.
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Logo & Lockups Clear Space: The Power of Big and Small Logo
Clear Space The following are the clear space rules for the logo. In order to gain maximum visibility, the logo should always appear with a minimum area of clear space around it. This area should be free of any type or graphic element. Using twice the hight of the lowercase “e” as “x,” the clear space is a 1x area around the entire logo. This rule applies to all versions of the logo on all mediums.
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Logo & Lockups Minimum Size: The Power of Big and Small Logo
Minimum Size The logo retains its visual strength in a wide range of sizes. However, when the logo is reproduced too small, it is no longer legible and its impact is diminished. The logo should not be reproduced in a size smaller than 1.75 inches / 44.45 millimeters in width, as illustrated. To retain the best quality on screen, the logo should not be displayed smaller than 90 pixels in width at 72 dpi.
1.75 inches / 44.45mm
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Logo & Lockups Please Do Not...
x
x
x
x
x
OUTLINE Do not outline the logo.
GRADIENT Do not apply any gradient to the logo.
Proportion Do not change the proportions of the logo in any way.
ORIENTATION Do not rotate the logo.
EFFECTS Do not add effects to the logo.
x
x
x
COLOR Do not change the color of the logo beyond what is stated as acceptable in this guide.
CONTRAST Do not use the logo on a background with low contrast.
BACKGROUND Do not place the logo on backgrounds that are too complex to allow it to be viewed clearly.
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Logo & Lockups Please Do Not...
OUTLINE Do not outline the logo.
GRADIENT Do not apply any gradient to the logo.
Proportion Do not change the proportions of the logo in any way.
ORIENTATION Do not rotate the logo.
COLOR Do not change the color of the logo beyond what is stated as acceptable in this guide.
CONTRAST Do not use the logo on a background with low contrast.
BACKGROUND Do not place the logo on backgrounds that are too complex to allow it to be viewed clearly.
DO NOT SEPARATE Do not separate the tagline from the burst mark.
EFFECTS Do not add effects to the logo.
Section 3.0
Color palette
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Color Palette Primary Palette
Primary Palette The palette is the same as the corporate brand palette. Our primary colors, MDLZ Purple and Delicious Red, reflect our rich heritage and provide authority and purpose for our brand. MDLZ Purple is intended as the main signifying color for the brand. It should be used for the logo and solid fill backgrounds. Delicious Red is used for the flavor bursts in the logo. This red has been selected for its brightness, warmth and passion. Colors are the same as the Mondelēz International corporate colors.
MDLZ Purple
Delicious Red
Black
White
PANTONE 268 C R 79 G 33 B 112 C 90 M 100 Y 0 K 10 Hex# 4F2170
PANTONE 186 C R 206 G 17 B38 C 0 M 100 Y 70 K 0 Hex# CE1126
PANTONE BLACK C R0 G0 B0 C 60 M 40 Y 40 K 100 Hex# 000000 R 255 G 255 B 255 C0 M0 Y0 K0 Hex# FFFFFF
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Color Palette Secondary Palette
Secondary Palette Along with the primary color palette, a secondary palette of complementary shades has been developed for the brand. These provide an additional layer of richness and vibrancy and help express the diversity of brands in the Mondelēz International portfolio. Colors are the same as the Mondelēz International corporate colors.
Juicy Orange
Zesty Green
Toasty Yellow
Minty Auqa
Bold Blue
PANTONE 1655 C R 249 G 86 B 2 C 0 M 70 Y 100 K 0 Hex# F95602
PANTONE 390 C R 186 G 196 B 5 C 30 M 0 Y 100 K 10 Hex# BAC405
PANTONE 116 C R 252 G 209 B 22 C 0 M 10 Y 100 K 0 Hex# FCD116
PANTONE 3125 C R 0 G 183 B 198 C 91 M 0 Y 23 K 2 Hex# 00B7C6
PANTONE 2935 C R 0 G 54 B 163 C 100 M 60 Y 0 K 0 Hex# 0036A3
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Color Palette Gradients
Gradients These newly developed gradients may be used in backgrounds only, never animal or nature burst creations. Each gradient is based on an existing Mondelēz International brand color and ranges to a slightly lighter hue — color breakdowns are provided.
MDLZ Purple Gradient
C 45 M 90 Y 0 K 10
Delicious Red Gradient
C 0 M 85 Y 60 K 0
Only use the approved gradients shown at right and be careful that all text placed over a gradient is fully readable.
C 90 M 100 Y 0 K 10
C 0 M 100 Y 70 K 0
Juicy Orange Gradient
C 0 M 40 Y 90 K 0
C 0 M 70 Y 100 K 0
Zesty Green Gradient
C 15 M 0 Y 100 K 0
C 30 M 0 Y 100 K 10
Toasty Yellow Gradient
C 0 M 10 Y 100 K 0
C 0 M 30 Y 100 K 0
Minty Auqa Gradient
C 50 M 0 Y 10 K 0
C 91 M 0 Y 23 K 2
Bold Blue Gradient
C 100 M 20 Y 0 K 0
C 100 M 60 Y 0 K 0
Section 4.0
Typography
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Typography Creative Font
Frutiger Com Frutiger Com is the primary creative typeface for the Mondelēz International brand as well as for the The Power of Big and Small program. As such, it should be used prominently and extensively in each piece of communication. Both modern and simple, its many weights allow for a great diversity of possible executions. Please refer to the official brand guidelines for further information and rules around usage of this font.
Frutiger Com
Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.<>#$%&
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.<>#$%&
Ultra Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.<>#$%&
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Typography Corporate Font
Arial The Arial typeface is recommended for general office use and online applications. Contemporary and extremely versatile, the Arial typeface includes the macron symbol required for the Mondelēz International name. It is also a web-safe font, ensuring compatibility across a wide range of browsers. When to use Employees should use the Arial typeface for day-to-day applications such as email, reports and presentations (in programs including Word, PowerPoint and Excel). The Arial typeface should also be used for online applications including websites, the corporate intranet site and eNewsletters Please refer to the official brand guidelines for further information and rules around usage of this font.
Arial
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.<>#$%&
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.<>#$%&
Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.<>#$%&
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Typography Accent Font
Hernandez Hernandez is an accent font, intended to provide a fun compliment to the simplicity of Frutiger Com. The font’s curvy letterforms echo the Mondelēz International logo and burst graphics, thus providing a visual tie to key brand elements. As an accent font it should only be used very sparingly, i.e. headlines. Additionally, Hernandez should only be used in all lower case to reinforce its friendly and approachable nature.
hernandez bold
ab c d e fg h ij k l m n o p q r s t uv w x y z 1234567890,.<>#$%&
Section 5.0
creative Elements
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5.1
Creative Elements Our Burst
Our Burst To build the following creative elements, we’ve used a key piece of our corporate brand identity, the bursts found in our logo. This creates a distinctly ownable look, and also acts as support to reinforce the power of big and the power of small. It puts the brand at the center of every visual. To provide relief and variety and as a backdrop for simpler applications, we’ve also created a series templates that leverage singular bursts.
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Creative Elements Bringing the Burst to Life
Bringing the Burst to Life Supporting animal characters, environmental elements and background patterns may be created to reinforce the power of big and the power of small. All creations should use the burst as the main building block with the addition of simpl e shapes when necessary — circles, lines, etc. All elements should use the colors and tints from the Mondelēz International color palette. Background patterns may incorporate gradients. Burst creations must always appear with a big and small counterpart.
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Creative Elements Please Do Not...
x
x
x
OUTLINE Do not outline the burst.
COLOR Do not change the color of the burst beyond what is stated as acceptable in this guide.
EFFECTS Do not add effects to the burst.
x
SHAPE Do not alter the shape of the burst.
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Creative Elements Please Do Not...
x
x
x
x
Effects Do not use effects.
SIMPLICITY Do not make animals and nature creations over-complicated.
COLOR Do not use non-Mondelēz International colors.
Big and Small Do not show one without the other.
x
People Do not create people.
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Creative Elements Writing Style
Communicating "the power of big. and small." means writing with simplicity and wit. Using words that provoke thought and leave the reader with a lasting impression. avoid buzzwords and corporate speak. In English we do this with a writing style that’s: witty, playful and engaging. Never distant, complex or disingenuous. When we write we should always: 1. Have a point — think who’s my audience, why should they care about what I’m saying, what do I want them to think, feel and do differently afterwards? 2. Keep it short — short sentences and short overall communications. 3. Tell it like it is — say it simply without business jargon. 4. Don’t just tell. Show — use interesting words to get the reader's attention. 5. Experiment... carefully — use a conversational tone and bend some of the more formal, traditional rules of writing. 6. Use friendly formatting — divide up paragraphs, use bullet points & headings, space things out, create white space on the page. 7. Beware of buzzwords — watch out for acronyms and corporate speak.
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Section 6.0
applications & assets gallery
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Applications & Assets Gallery Approach
On the following pages, you’ll find inspiration for your work through examples of our guidelines in practice. Use these as a spark for your own ideas. Playful and provocative Our goal is to leave people with a burst of inspiration that gives them a sense of who we are and why we’re different. We’re talking directly to our audience, provoking them to think about our offering and their motivations through a different lens — one of big and small. Our tone is bold, active, fast-paced, global and above all, joyful.
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Applications & Assets Gallery Localization Guidlines
The look and tone is built to be flexible. Adapt it to make it work for you. There are five key elements that must remain consistent so that we present a unified, consistent brand. These elements, and how far you can bend them, are listed below: Imagery Always begin with the primary graphic element — our burst. So, for example, you can customize the visuals for your needs, so long as you base everything on the burst and stick to our two categories — animals and nature. Font The fonts outlined in the previous sections must be used. Don’t use any other fonts. Tagline "the power of big. and small." is our brand tagline. We must respect and protect this mark, as thoughtfully and carefully as we do our consumer brands around the world. Therefore, no translation of this line is allowed. Think of it as our brand mark, so it should appear as-is and intact on all creative executions. Color Palette There is freedom to use the colors which are most appropriate for your market, within the approved color palette. No new colors should be introduced.
Copy There is freedom to customize the headlines and body copy on the example posters etc. to satisfy your local needs. The copy should play off the idea of the power of big and small. Meaning, headlines that only focus on one key point of differentiation — i.e. the power of big, but then do not pay off the idea with the counter point — i.e. the power of small — are not acceptable. The idea, as explained in the prior pages, is most powerful and most ownable when the copy leverages the concept of both big and small. Ours is an "and" proposition, and as such the copy should always pay off this dual benefit. Do Not: Use lifestyle photography. Usage of photography is not within the brand guidelines and therefore should not be incorporated into creative layouts. Lifestyle photography may be used in video production.
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Applications & Assets Gallery Localization Applications
the strength of big,
at the speed of small.
Great ideas can come from anywhere. But not just anywhere has the power to bring them to life. Share your ideas at mondelez.com/careers. It just might be your ticket to join us.
Brazil Recruiting
Oreo Superbowl
UK Recruiting
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6.4
Applications & Assets Gallery Localization Applications
Integrating Brands and Logos When integrating brands and logos into the design, they must always fit into the visual story in a cohesive way. For example, find ways to incorporate them seamlessly into the bursts that make up our animal or nature elements. Ears on an elephant, spots on a giraffe, the back of a whale. These are good locations for brands to become part of the larger visual story. Additionally, logos should always be reversed out.
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Applications & Assets Gallery Localization Applications
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Applications & Assets Gallery Recruiting Applications
big enough to invest in great ideas.
when big is at its best,
big enough to be a global snacking powerhouse.
big enough to invest in great ideas.
big enough to invest in great ideas.
small enough to still have them.
itâ&#x20AC;&#x2122;s got a whole lot of small.
small enough to still have them.
small enough to still have them.
small enough to be hungry for more.
Great ideas can come from anywhere. But not just anywhere has the power to bring them to life.
Great ideas can come from anywhere. But not just anywhere has the power to bring them to life.
Great ideas can come from anywhere. But not just anywhere has the power to bring them to life.
Great ideas can come from anywhere. But not just anywhere has the power to bring them to life.
Share your ideas at mondelez.com/careers. It just might be your ticket to join us.
Share your ideas at mondelez.com/careers. It just might be your ticket to join us.
Share your ideas at mondelez.com/careers. It just might be your ticket to join us.
Share your ideas at mondelez.com/careers. It just might be your ticket to join us.
bi g
o play on the w or ld
small enough to speak the local dialect.
st
the strength of big,
e. ag
to really make it big,
small enough for your idea to count.
t gh ou en
small enough to speak the local dialect.
big enough for it to count in the billions.
you gotta keep it small.
small enough to speak the local dialect.
Share your ideas at mondelez.com/careers. It just might be your ticket to join us.
big enough to invest in great ideas. small enough to still have them.
at the speed of small.
Great ideas can come from anywhere. But not just anywhere has the power to bring them to life.
Great ideas can come from anywhere. But not just anywhere has the power to bring them to life.
Great ideas can come from anywhere. But not just anywhere has the power to bring them to life.
Great ideas can come from anywhere. But not just anywhere has the power to bring them to life.
Share your ideas at mondelez.com/careers. It just might be your ticket to join us.
Share your ideas at mondelez.com/careers. It just might be your ticket to join us.
Share your ideas at mondelez.com/careers. It just might be your ticket to join us.
Share your ideas at mondelez.com/careers. It just might be your ticket to join us.
Share your ideas at mondelez.com/careers. It just might be your ticket to join us.
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6.7
Applications & Assets Gallery Recruiting Applications: Online
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Applications & Assets Gallery Recruiting Applications: Events
big? small?
big? small?
big? small?
big? small?
yes.
yes.
yes.
yes.
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Applications & Assets Gallery Recruiting Applications: Campus Events
Mondelēz International supports big thinking, in all its forms. One way to celebrate that belief could be to invite some seriously big thinkers on college campuses to a unique event. The floor could be opened up for anyone with an idea — big, small, or otherwise — to share it with the audience. However, each of our speakers would have just 60 seconds to explain their idea in full. People could build on each other’s ideas, or propose an original idea of their own. The event would become a collage of big, innovative thinking — all moving at the intense, hyper-speed of small. So bring the best idea you’ve got, because it just might be your ticket to a new career.
a small minute for big ideas.
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OF BIG.
6.10
Applications & Assets Gallery Internal Applications: Belief Badge
AND
I BELIEVE IN THE
POWER
OF BIG. AND
POWER
SMALL.
GLOBAL & LOCAL BIG & FAST LEGACY & POSSIBILITY WE & I TOMORROW & TODAY
SMALL.
GLOBAL & LOCAL BIG & FAST LEGACY & POSSIBILITY WE & I TOMORROW TODAY A N D H&AV E GLOBAL & LOCALTO BIG PERMISSION & FAST LEGACY & POSSIBILITY WE & I TOMORROW & TODAY GLOBAL & LOCAL BIG & FAST LEGACY & POSSIBILITY WE & I TOMORROW & TODAY GLOBAL & LOCAL BIG & FAST LEGACY &
ACT ON IT .
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6.11
Applications & Assets Gallery Internal Applications: Conviction Posters
we believe honest discussions and direct feedback are essential to making the right decisions, quickly. so we…
we believe that what makes our workplace great is passion and personality. so we…
tell it like it is
lead from the head and the heart
we believe that complexity crushes the human spirit and that simplicity is the essence of speed. so we…
we believe there’s big value in every human connection and in every bond… especially when times get tough. so we…
keep it simple
inspire trust
we believe in the power of different perspectives and in daring to try new ways. so we are…
we believe we can’t wait for it to happen: we’ve got to make it happen… now. so we…
open and inclusive
discuss decide deliver
we believe that it’s up to each of us to do what it takes to drive growth. so we…
act like owners
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Belief Brand guide Version 1.0
6.12
Applications & Assets Gallery Internal Applications: New Hires Ritual
The power of big and small could be brought to life in each region on the first day of employment. New hires could receive a unique book, specially designed to be full of all the big things that make up Mondelēz International. Housed inside the Big book would be the Small book, a description of all the ways we also stay small and hungry. A balance, both figurative and literal, of the power of big and small.
the big book of small.
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6.13
Applications & Assets Gallery Internal Applications: Spark Award & Written Accolades
With tens of thousands of employees worldwide, people are almost constantly making impacts on the company — both big and small. Any time someone does something great, such as give a good presentation or solve a complex problem, everyone on their team could have an opportunity to let the entire company know. They could write an accolade up to 140 characters long and it could appear on video screens across the globe. It’s a little space to give some big kudos.
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6.14
Applications & Assets Gallery Internal Applications: Landmark Wall
The power of big. And small. can exist in the office space, too. Every office could have a giant white board — a blank slate. We could encourage employees to work in this space and write, draw and plan on the wall. So that even the smallest of notions will grow into a big idea. Each month the board could be wiped clean, to keep the ideas fresh and moving forward.
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6.15
Applications & Assets Gallery Internal Applications: Convictions Projection
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6.16
Applications & Assets Gallery Annual Applications: Little Book of Big Ideas
At the end of each year, we could compile the ten biggest ideas of that year and bind them into a book. The essence of each idea could be captured in a single sentence. Therefore, the book would actually be quite small. Yet powerful.
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Applications & Assets Gallery Digital Brand Hub Website
Dream
Create Delicious Moments of Joy!
Goals
Top-tier Financial Performance Strategies
Outcomes
Unleash the Power of Our People
Transform Snacking
Performancedriven, valuesled mind-set
Power brands & global innovation platforms
Inspirational leaders
Contemporary & engaging brand communications
Collaborative, creative learning communities Unquestioned integrity in everything we do
Great Place to Work
Snacking solutions anywhere, anytime
Integrated supply networks
Superior routes to market
Resources focused on priority markets
Stunning visibility at point of buying
Global scale with entrepreneurial spirit
Act Like Owners
Values
Discuss Decide Deliver
Great quality at advantaged costs
Powerful customer partnerships
Consumers’ needs range of Boost, Fuel & Treat snacking choices
Driv to Fuel Growth
Revolutionize Selling
Tell It Like It Is
Lean & simple processes
Lead from the Head & the Heart Be Open & Inclusive
Inspire Trust Keep It Simple
Protect the Well-being of Our Planet
Safety of our people & our products Sustainable resources & agriculture Community partnerships Balanced snacking choices
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6.18
Applications & Assets Gallery Our Belief Launch Video
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6.19
Applications & Assets Gallery Leadership Team Memo Templates
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Section 7.0
Evaluating the Work
mondelĒz International
Belief Brand guide Version 1.0
7.1
Evaluating The Work How to Evaluate
What to consider when evaluating a piece of communication. First of all, we’re sure you’ve already paid attention to the tools and rules laid out in the past 60+ pages. No, seriously, that’s what they’re there for. Most of your answers can be found within these pages so if something feels off, revisit it. We’ll wait. Okay, now ask yourself these questions… • Do I feel inspired? • Does this feel contemporary and new for Mondelēz International? Or does it seem like what I’ve always seen? (Hint: the answer should be ‘yes’ to the first question and ‘nope’ to the second.) • Do I understand the message? And does it come across in a way that feels smart, inviting and fresh? • Is the communication telling just enough without over-explaining? We mean, is it showing vs. telling whenever possible? • Are the images shown captured in a way that’s joyful and respectful of our bursts?
071
Contact info Any questions? For more information on translations and how to apply the Mondelēz International design guidelines to various applications in your market or function, please contact your local Corporate Affairs representative. For all other inquiries, please contact: Global Tim Hopson tim.hopson@mdlz.com Betsey Strobl betsey.strobl@mdlz.com NA Laurie Guzzinati laurie.guzzinati@mdlz.com Marangelie Olivo marangelie.olivo@mdlz.com LA Lisa Polloni lisa.polloni@mdlz.com Liza Manocchio liza.manocchio@mdlz.com
MEU Annica Johansson ajohansson@mdlz.com Julia Freeman jfreeman@mdlz.com AP Janice Armstrong janice.armstrong@mdlz.com Sohna Cham sohna.cham@mdlz.com EEMEA Andre Benoit abenoit@mdlz.com Kalpana Prathap kprathap@mdlz.com