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Section Av
Woolworths Vendor Logo Usage Guidelines Issue 5, February 2017
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths. Woolworths Supermarkets brand communications guidelines – Issue 4, January 2015
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Approved by: General Manager, Marketing
21/02/2017 11:03 am
Woolworths Vendor Logo Usage Guidelines Attention, Interest, Desire and Action are basic advertising principals, and when done well help your customer on their path to purchase. Use of the Woolworths Vendor Logo Usage Guideline will amplify your retail call to action, and make it clear to customers where to buy your product. These guidelines have been created to help our vendors with positioning the Woolworths logo within their advertising and packaging designs. However, there may be times when questions arise around specific applications or other details. In these instances, don’t manipulate the Woolworths logo, please contact Woolworths for assistance.
Section Av
AvC Woolworths Vendor Logo Usage
Colours & Typography
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– ‘Only at Woolworths’ logo
Av 2
– ‘Available at Woolworths’ logo
Av 4
– ‘On Special at Woolworths’ logo
Av 6
Minimum Sizes
Av 8
Multi Brand Environment
Av 9
Best Practice — in print
Av 10
Best Practice — for TV
Av 11
Queries can be directed to: Amelia Gammo Brand & Creative Specialist agammo@woolworths.com.au
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths. Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
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Approved by: General Manager, Marketing Communications and Brand
21/02/2017 11:03 am
Colours and Typography Colours
Av1 Colour for Dark Green Backgrounds
To ensure legibility and standout, it is preferable that the positive versions of the lock-ups are used (i.e white background). Where this is not possible, use the reverse version which has a green background.
Typography The lock-ups for the callouts — Only at, Available at, On special at — have been created using the custom font Fresh Sans Medium. All instances of ‘Woolworths’ within lock-ups are imported from the Woolworths logo, as is the Woolworths icon.
Woolworths Dark Green
Fresh Sans Medium
Print Process
C:100 M:0 Y:85 K:50
Spot (Pantone)
PMS 3425
Digital Screen (RGB)
R:18 G:84 B:48
Web safe
#125430
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths. Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
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Custom font used to create provided lock-ups
Approved by: General Manager, Marketing Communications and Brand
21/02/2017 11:03 am
‘Only at Woolworths’ logo Minimum size To ensure legibility, the Woolworths icon should appear no smaller than 15mm in width on printed materials or 40 pixels in width on web or digital platforms.
Av2
Full Colour Horizontal & Vertical – Positive & Reverse options
The full lock-up should be scaled proportionately. Note: – The default version of this logo is horizontal and positive. – The stacked version can be used when the horizontal version does not work within the layout. – All reverse versions provided are created with backgrounds that meet the clear space rulings, ie. are minimums.
Only at
Only at
Only at
Exclusion Zone Examples
Exclusion zone The exclusion zones are determined as shown. The measures used are a capital ‘O’ from the word ‘Only’, a full height lowercase ‘a’ and half height lowercase ‘a’. It is imperative that no other elements encroach on this space.
Only at
15mm or 40 pixels
Only at Only at at Only
15mm or 40 pixels
15mm or 40 pixels
Only at
Only at
Only at
Only at
15mm or 40 pixels
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths. Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
Only at Only at 06_564580_BrandLogoAmends_Styleguide.indd 2
Approved by: General Manager, Marketing Communications and Brand
Only at
Only at 21/02/2017 11:03 am
‘Only at Woolworths’ logo – colour options Colour options On occasions where it is impractical to use the lock-ups in full colour, please use the black or green one-colour options shown here.
15mm
Black or 40 pixels Horizontal & Vertical – Positive & Reverse options
Only at
Only at
Only at
Only at
Av3
15mm or 40 pixels
Only at
Only at
Only at at Only
Only at
Only at
Only at at3425 DarkOnly Green PMS
Only at
Only at
Only at
Only at
15mm or 40 pixels
Black = 100% black. Green = PMS 3425 which is the brand PMS for Woolworths Dark Green.
Only at
15mm or 40 pixels
Horizontal & Vertical – Positive & Reverse options
Only at Only at
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths. Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
06_564580_BrandLogoAmends_Styleguide.indd 3
Approved by: General Manager, Marketing Communications and Brand
21/02/2017 11:03 am
‘Available at Woolworths’ logo Minimum size To ensure legibility, the Woolworths icon should appear no smaller than 15mm in width on printed materials or 40 pixels in width on web or digital platforms.
Av4
Full Colour Horizontal & Vertical Positive & Reverse options
The full lock-up should be scaled proportionately. Note:
Available at
Available at
Available at
Available at
Available at
Available at
Available at
Available at
– The default version is horizontal and positive. – The stacked version can be used when the horizontal version does not work within the layout. – All reverse versions provided are created with backgrounds that meet the clear space rulings, ie. are minimums.
Exclusion Zone Examples
Exclusion zone The exclusion zones are determined as shown. The measures used are a capital ‘A’ from the word ‘Available’, a full height lowercase ‘a’ and half height lowercase ‘a’. It is imperative that no other elements encroach on this space.
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths. Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
06_564580_BrandLogoAmends_Styleguide.indd 4
Approved by: General Manager, Marketing Communications and Brand
21/02/2017 11:03 am
‘Available at Woolworths’ logo – colour options Colour options On occasions where it is impractical to use the lock-ups in full colour, please use the black or green one-colour options shown here.
Av5
Black Horizontal & Vertical – Positive & Reverse options
Available at
Available at
Available at
Available Available at at
Available at
Available at
Available Available at at
Available at
Available at
Available Available at at
Available at
Available at
Black = 100% black. Green = PMS 3425 which is the brand PMS for Woolworths Dark Green.
Dark Green PMS 3425 Horizontal & Vertical – Positive & Reverse options
Available at
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths. Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
06_564580_BrandLogoAmends_Styleguide.indd 5
Approved by: General Manager, Marketing Communications and Brand
21/02/2017 11:03 am
‘On special at Woolworths’ logo Minimum size To ensure legibility, the Woolworths icon should appear no smaller than 15mm in width on printed materials or 40 pixels in width on web or digital platforms.
Full Colour Horizontal & Vertical – Positive & Reverse options
The full lock-up should be scaled proportionately.
Av6
On special at
On special at
On special at On special at
On special at On special at
On special at
On special at
On special at On special at
On special at On special at
Note: – The default version is horizontal and positive. – The stacked version can be used when the horizontal version does not work within the layout. – All reverse versions provided are created with backgrounds that meet the clear space rulings, ie. are minimums.
Exclusion Zone Examples
Exclusion zone The exclusion zones are determined as shown. The measures used are a capital ‘O’ from the word ‘On’, a full height lowercase ‘a’ and half height lowercase ‘a’. It is imperative that no other elements encroach on this space.
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths. Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
06_564580_BrandLogoAmends_Styleguide.indd 6
Approved by: General Manager, Marketing Communications and Brand
21/02/2017 11:03 am
‘On special at Woolworths’ logo – colour options Colour options On occasions where it is impractical to use the lock-ups in full colour, please use the black or green one-colour options shown here.
Av7
Black Horizontal & Vertical – Positive & Reverse options
On special at
On special at
On special at
On special at On special at
On special at
On special at
On special at
On special at
On special at
On special at
Black = 100% black. Green = PMS 3425 which is the brand PMS for Woolworths Dark Green.
On special at On special Dark Green PMS 3425 at
Horizontal & Vertical – Positive & Reverse options
On special at On special at On special at
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths. Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
06_564580_BrandLogoAmends_Styleguide.indd 7
Approved by: General Manager, Marketing Communications and Brand
21/02/2017 11:03 am
Minimum Sizes — in a nutshell The minimum size is determined by measuring the total width of the Woolworths Icon. This measurement can be no smaller than 15mm in width on printed materials or 40 pixels in width on web/digital platforms.
Av8
Minimum for Horizontal logo
Minimum for Stacked logo
15 mm 40 pixels
15 mm 40 pixels
Total lock-up should be scaled proportionately.
Small Use - between 7mm and 15mm only In the rare instance that a Brandmark is required at a smaller size than the minimums specified above, a modified* Brandmark has been developed to ensure legibility. *Modifications: the ‘Woolworths’ logotype has been thickened in weight and the tagline, The Fresh Food People, has been excluded to negate any readability issues.
Minimum for Small Use (both horizontal and vertical shown)
Should you need to use this logo, please refer to the contact details shown on the contents page of these guidelines. This logo should not be used any smaller than 7mm.
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths. Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
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7mm – 15 mm or 20 - 40 pixels
7mm – 15 mm or 20 - 40 pixels
Approved by: General Manager, Marketing Communications and Brand
21/02/2017 11:03 am
Multi Brand Environment Lock-up in a multi brand environment As the major supermarket in Australia, and to assist with customer recognition, it is preferred that the Woolworths logo is in the first and most prominent position. Any minor retailers should be shown in a secondary position, per these layouts. The positive or reversed version of the Woolworths logo can be used in a multi brand environment. • If the background is white, use the positive version of the Woolworths logo.
Av9 Preferred multi brand stacked lock-up Available at BRAND B
BRAND B BRAND C BRAND C
BRAND D
BRAND D
BRAND E
BRAND F
BRAND E
Preferred multi brand horizontal lock-up (with logos)
• If the background is not white, the reversed version of the logo can be used for stand out.
BRAND B
The Woolworths logo can be used in horizontal or stacked formats, whichever has the most stand out in the available space.
also at
BRAND C
BRAND D
BRAND E
BRAND F
Preferred multi brand stacked lock-up (with copy descriptions)
The Woolworths logo (without the retail prefix) will be supplied by the Woolworths Brand Compliance Manager upon request. Contact details at the front of this guideline. Font for the supplementary text ‘also at’, ‘also at all good pharmacists’ etc to be a sans serif font.
Preferred secondary stacked lock-up (with logos)
Available at
Available at BRAND B
BRAND B
also at all good pharmacists/grocers/store name.
also at all good pharmacists/grocers/store name.
Preferred multi brand horizontal lock-up (with copy descriptions) BRAND B
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths. Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
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also at all good pharmacists/grocers/store name.
Approved by: General Manager, Marketing Communications and Brand
21/02/2017 11:03 am
Best Practice — for print Positioning of lock-ups
Example: A6 Entry Form
Av10 Examples: Packaging
These examples show how to recognise Woolworths in vendor advertising or packaging. The default logo is the white horizontal version. Where this is not possible, a panel of Woolworths Dark Green should be used to hold the reverse version of the lock-up. The logo/background panel ideally should extend the full width of the artwork and be positioned near the very top or bottom of the communication. Shown here are best practice examples.
Note: Lock-ups are NOT shown actual size. These are demonstration visuals only.
Example: Landscape Ticket
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths. Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
06_564580_BrandLogoAmends_Styleguide.indd 10
Approved by: General Manager, Marketing Communications and Brand
21/02/2017 11:03 am
Best Practice — for TV Best Practice
Av11 Example: Cadbury (before endframe + endframe)
It is preferred that the logo lock-ups are: - the preferred orientation for the space - on a white background - used on the end frame of the TVC or predominately within the TVC - integrated into the design If using reverse versions, ensure they sit on a Woolworths Dark Green background panel. See page AV1 for specifications
Timing The Woolworths lock-up should appear for a minimum of 2 seconds.
Example: Rexona (endframe)
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths. Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
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Example: Philadelphia (endframe)
Approved by: General Manager, Marketing Communications and Brand
21/02/2017 11:03 am