e BRAND USAGE GUIDELINES
CONTENTS Our Brand 3 Our Logo 4 Our Colors 8 Our Typeface 9 Imagery 12 Standard Communication 13 Corporate Communication 17 Marketing Communication 18 This is a guide to explain the use of Squeeze Ums brand style and to reinforce consistent application of the visual elements in all communications. It explains what our brand stands for, how it is expressed, and how the creative elements fit together in all our communications. The guide should be followed when commissioning, designing or delivering any kind of communications including advertising.
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| SQUEEZE UMS | BRAND GUIDELINES |
OUR BRAND At the heart of any brand is a big idea. Simple. Memorable. True. For Squeeze Ums our big idea is: Healthy Options Matter. For Health. For Enjoyment. Go ahead, Enjoy Desserts Again. A simple but powerful expression of what we believe in. Eat and enjoy desserts without the guilt. Our Vision
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A world where healthy food is cherished and enjoyable by all
Our Positioning Redefining healthy dessert options for the whole family
Our Personality
Our Offer
Our Values
Satisfying, tasty, flavorful, healthy and delicious foods
Healthy desserts made with organic fruits and vegetables
Promoting healthy and sustainable organic desserts
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OUR LOGO The Squeeze Ums logo is made up of both a graphic symbol and the Squeeze Ums type. These two elements should appear as shown here in all corporate materials including the website and collateral materials.
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Corporate Brand Line The three fundamental considerations of a corporate brand line are: • Objective: The one “big idea” you most want associated with your company/brand in the mind of the marketplace; an essence-defying benefit statement. • Graphic disposition: Always locked to the corporate signature, either “underwriting” it or following it. • Shelf-life: Not campaign-dependent, but positioning-driven and strategic, therefore a shelf-life of minimally five years. The Squeeze Ums brand line: “Enjoy desserts again.”
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Logo Proportion
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Consistent use of the logo helps maintain the integrity of the brand and ensures greater brand recognition.
Clear Space To preserve the integrity of the logo and ensure maximum impact in environments where it appears with other elements, clear space must be maintained on all sides of the logo. The minimum clear space required is relative to the size of the logo. It is equal to the X-height of the Squeeze Ums “S” logotype as indicated.
1.47x 1x
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Minimum Size When the logo is reduced there is a point at which it becomes ineffective. By establishing a minimum size for the logo it is ensured the logo is always prominent and readable. The Squeeze Ums logo should never be reproduced smaller than 1.0 inch wide.
0.46x
1.62x
The Squeeze Ums logo has been developed as a balanced whole and at no time may the shape, configuration, or proportions be altered. The correct proportions are shown here.
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Black Version Logo Where full color reproduction of the master brand identity is not available, then the mono version must be used. The preferred color for the Squeeze Ums identity black is Pantone Black C.
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White Version Logo Where the background does not contrast sufficiently strongly with the black version of the Squeeze Ums identity, the white version should be used.
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Logo Application on Color Background Although the white version is preferred on a colored background; however, the Squeeze Ums “U� can be colored in the same color as the advertised food or product.
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Incorrect Use Do not alter the Squeeze Ums logo in any way. Do not animate, color, rotate, skew, or apply effects to the logo. The animated version of the logo can be provided upon approval from our Marketing Department or the organizer of this design guide. Do not separate the elements. Never attempt to create the logo yourself, change the font, or alter the size or proportions.
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do not separate the elements of the logo
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do not change the color of the logo
sq eeze ums SINCE 1838
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do not change the font of the logo
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do not rotate the logo
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do not apply effects to the logo
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OUR COLORS Colors are what give us our personality. We are bright, bold, colorful and confident. Accurate reproduction of the brand color scheme is essential in communicating a clear and consistent message about the company image. For PMS spot colors, please use the provided Pantone colors and refer to the current version of the “PANTONE formula guide coated/uncoated” for color specification, color matching and color control. For CMYK colors, please use the current version of the “PANTONE solid to process chips” for color specification, matching and control.
SQUEEZE UMS Lt. Pink Pantone 1788C C:0 M:41 Y:9 K:0 R:252 G:174 B:188 HEX fcaebc
SQUEEZE UMS Pink Pantone 1686C C:0 M:78 Y:18 K:0 R:239 G:96 B:140 HEX ef608c
SQUEEZE UMS Aqua Pantone 7563C C:89 M:0 Y:14 K:0 R:0 G:198 B:232 HEX 00c6e8
SQUEEZE UMS Yellow Pantone 2188C C:0 M:13 Y:87 K:0 R:251 G:216 B:72 HEX fbd848
SQUEEZE UMS Brown Pantone 1244C C:32 M:55 Y:65 K:11 R:149 G:114 B:92 HEX 95725c
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OUR TYPEFACE As with our logo, consistent use of our corporate typefaces reinforces Squeeze Ums brand identity. Our brand typeface is Steelfish, Avenir and Helvetica. These fonts are Squeeze Ums unique handwriting and add emphasis to the personality of this new identity. Keep typography simple. Do not overcrowd layouts and do not use too many type sizes. Use weights to draw emphasis instead. The Avenir font family is the primary typeface selected for use in all Squeeze Ums corporate communication to support a consistent brand image. This font family has been chosen for its versatility, legibility and contemporary aesthetic and feel.
Avenir Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@
Avenir Book Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@
Avenir Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@
Avenir Light Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@
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OUR TYPEFACE The Helvetica font family is the primary typeface selected for use in all Squeeze Ums standard and marketing communication to support a consistent brand image. This font family has been chosen for its versatility, legibility and contemporary aesthetic and feel.
Helvetica Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@
Helvetica Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@
Helvetica Neue
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@
Helvetica Neue Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@
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OUR TYPEFACE The Steelfish font is the primary typeface selected for use in all Squeeze Ums standard and marketing communication to support a consistent brand image. This font has been chosen for its versatility, legibility and contemporary aesthetic and feel. It should be only used for headings and subheadings.
Steelfish ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!�#$&%()+/?@ Typographic design should be applied using the primary typefaces with the following parameters:
WEIGHT Squeeze Ums communication use all weights of Avenir and Helvectica. Regular should be used for all body copy. Steelfish should be used for headings and subheadings to distinguish hierarchy and contemporary aesthetic.
STYLE Manipulating the typeface is prohibited. Stretching, condensing, outlining and drop shadow must not be used.
SPACING Type should be set at 100% word spacing. In some circumstances it may be necessary to adjust the spacing between individual characters manually.
SIZING The smallest size permitted is 4 point. This should be only used for certain print uses such as credits. There is no upper size limit.
ALIGNMENT Text should be generally ranged left. Range right is used in some instances on screen.
LEADING Leading should always be set to +16.65%. The ascenders and descenders in a typeface should never touch.
COLOR Type can be set in any color stated in the palette from the Squeeze Ums brand gudielines.
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IMAGERY The quality of images used is also paramount to illustrate the quality of the Squeeze Ums brand. An image used should not be less than 300 dpi and enlarged no greater than its original size. In addition when resizing an image do not distort it either horizontally or vertically. Therefore, always resize an image with percentage values and do not drag the picture placeholders to resize. Do not use Clip Art. For approved Squeeze Ums images, pictures and brochures in PDF format, associates, suppliers and partners are encouraged to use the Squeeze Ums Online Image Catalog at http://www.squeezeums.com. Remember to keep the logo visible on the images.
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STANDARD COMMUNICATION Business Stationary Everyday Squeeze Ums stationery makes an impression on thousands of customers, prospects, suppliers, shareholders and other important publics. These impressions must always be positive. All Squeeze Ums business stationery must be clear and professional. These pieces should “family” one another, including stationery created for corporate use.
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Examples
Allen Carter
Regional Marketing Manager
715 Squeeze Ums Drive MClean, VA, 22305 t. 703.555.0110 f. 703.555.0111 eacarter@squeezeums.com www.squeezeums.com
The following pages show examples of Squeeze Um’s stationery. Remember to keep the logo visible on the images. 715 Squeeze Ums Drive, MClean, VA 22305 T: 703.555.0000 F: 703.555.0001 E: squeezeumscorp@health.com www.squeezeums.com
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715 Squeeze Ums Drive MClean, VA, 22305
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STANDARD COMMUNICATION Letterhead The address type is Avenir Roman; point size is 10. Leading for the entire block of text is 12 points. Text is flush right.
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Letterhead Measurement Brand which is 1.13 inches wide is placed on 8.5 inches paper 1.13 inches from the left edge and 0.85 inches from the top edge. The watermark is placed 0.7 inches from the bottom edge and is 6.5 inches wide.
715 Squeeze Ums Drive, MClean, VA 22305 T: 703.555.0000 F: 703.555.0001 E: squeezeumscorp@health.com www.squeezeums.com
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STANDARD COMMUNICATION Business Card Name and Title is in Avenir Black; point size is 8. Title is Avenir Roman; point size is 6. Leading is 9.6 points. Text is flush left. All remaining type is Avenir Roman; point size is 6. Leading for address and phone numbers are 7.2 points. Text is flush left. The email and web address is flush left with the same point size as the address but located 2 spaces after the fax number. Business Card Measurement Brand which is 1 inch wide is placed on 3.5 inches paper at 0.62 inches from the top edge and 0.34 from the left edge. The watermark is placed 0.28 inches from the bottom edge and is 3.15 inches wide.
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Allen Carter
Regional Marketing Manager
715 Squeeze Ums Drive MClean, VA, 22305 t. 703.555.0110 f. 703.555.0111 eacarter@squeezeums.com www.squeezeums.com
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| SQUEEZE UMS | BRAND GUIDELINES |
STANDARD COMMUNICATION Envelopes Type is Avenir Roman; point size is 10. Leading is 12 points. Text is flush right. Envelope #10 Measurement Brand which is 1 inch wide is placed 0.49inches from the left edge and 0.53 inches from the top edge. The watermark is placed 6.26 inches from the left edge of the envelope, 0.34 inches from the bottom edge and is 3.11 inches wide.
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715 Squeeze Ums Drive MClean, VA, 22305
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CORPORATE COMMUNICATION Powerpoint Templates Two Powerpoint templates have been developed for use in corporate and solution specific presentations.
Artwork
CLICK TO ADD TITLE CLICK TO ADD SUBTITLE
Squeeze Ums associates may download Powerpoint templates from the corporate intranet at http://doc2.squeezeums.com/ brandmanual/ppt/.
Text All text is Avenir.
CLICK TO ADD TITLE
CLICK TO ADD TEXT
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MARKETING COMMUNICATION Advertising Eat and drink paraphernalia are items the customers come in contact with every day. They must always be high quality items and represent a good standard and should be reasonably inexpensive to produce. All items should be branded in a subtle and original way.
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For more information on standards described in this manual, please feel free to contact: Stacey Francis Consultant Creative Marketers 745 Main Street North Alexandria, VA 23320 t. 757-555-5000 f. 757-555-5555 e. sfrancis@creativemarketers.com