contents PROUD TO SERVE COSTA

Transcription

1 BRAND GUIDELINES

2 contents PROUD TO SERVE COSTA Overview 4 Brand logos 5 Menu boards 7 Internal signage 7 External signage 8 Branded crockery 9 Takeaway cups & consumables 10 Promotional activity 10 PR & advertising 10 Costa proud to serve \ Our Brand Guidlines 3

3 overview And now, we re really excited to be launching a new brand under the Costa umbrella: Proud To Serve Costa. This new brand identity has been devised especially for third parties who want to serve Costa coffee as part of their overall catering offer. Thanks to our brand-new, and very clever, bean-to-cup machines, pubs, bars and restaurants; hotels and leisure venues; contract caterers; travel operators, and many more can now all be Proud To Serve Costa s Mocha Italia Blend to their customers. Proud To Serve also includes our successful Ice Cold Costa range and impulse snack range. At Costa we re always looking for opportunities for to bring our handcrafted, barista-served coffee and fantastic food range to even more people across the UK and around the world. We now have 1200 coffee shops here at home including our exciting new Metro concept stores with their retro-design-inspired interiors and laid-back atmosphere, and our first Costa Drive Thru offering our great coffee to the good people of Nottingham and anyone, well: driving through! We were even named The Nation s Favourite Coffee Shop by Allegra* which made us very proud indeed. *Allegra Strategies, the Project Café10 Report 2010 BRAND LOGOS Use of the Proud to Serve Costa logos For all collateral, except signage, the red-on-white Proud To Serve logo is used. Pantone 202c C 00 M 100 Y 61 K 43 In our continuing mission to save the world from mediocre coffee, we also launched Costa Express: a state-of-the-art, self-serve machine that delivers our unmistakable Mocha Italia blend to coffee lovers at key stop-off points like petrol stations, hospitals, universities, airports and railways stations in fact anywhere there s a need for a quick cup of quality coffee. Pantone 202c C 00 M 100 Y 61 K 43 This white-on-red logo is only used for signage. Our signage company provides internal & external wall-mounted signage and can provide technical specifications for production of bespoke pieces. 4 Costa proud to serve \ Our Brand Guidlines Costa proud to serve \ Our Brand Guidlines 5

4 other costa logos menu boards This is our main brand logo and is only be used for full-store coffee shop experience. To support the Proud To Serve Costa offering we provide up to three board panels ideally these should be sited close to the coffee service area. To support promotional activity we will send you an overlay for the third panel to communicate our promotion message. This can be easily removed after the activity ends. Board one coffee & hot beverages Board two Ice Cold Costa Board three key brand message board/promotion board BRAND COMMUNICATION This logo should only be used for Costa Express. In addition to the three board panels, we also provide posters & pull up banners to communicate our key brand message. This logo is only approved on marketing promotional activity from Costa Marketing. Any requests to use this logo need to be approved by Rainforest Alliance via the Costa Marketing team just speak to your Costa Account Manager in the first instance and they ll be able to help out. All logo usage must be approved by Costa Marketing. A3 poster Pull-up banner 6 Costa proud to serve \ Our Brand Guidlines Costa proud to serve \ Our Brand Guidlines 7

5 PROUD TO SERVE internal signage In addition to the three-panel menu boards we can also provide a further two items of Costa signage to highlight the coffee offer. BRANDED CROCKERY & GLASSWARE Primo Cappuccino Medio Cappuccino Our range of premium, branded crockery & glassware helps us preserve our brand values and provides Costa coffee lovers with a better customer experience. Primo Mocha Medio Mocha Primo Latte Medio Latte Hanging signage Wall mounted signage PROUD TO SERVE external signage To advertise Costa coffee externally, we can approve up to three items of signage collateral. Primo Americano White Medio Americano White Primo Americano Black Medio Americano Black Primo Hot Chocolate Medio Hot Chocolate Espresso Solo Espresso Doppio Fixed signage take away cups & consumables Totem signage Fixed signage A frame Our signage company provides internal & external wall-mounted signage and can provide technical specifications for production of bespoke pieces. Our branded takeaway cups and consumables support the Proud to Serve Costa brand and again help ensure that we always live up to our brand standards. 8 Costa proud to serve \ Our Brand Guidlines Costa proud to serve \ Our Brand Guidlines 9

6 promotional activity To help you promote your Costa coffee offering, we provide an annual marketing calendar which follows the Costa coffee shop campaign thematic. Our activities focus on: Sales driving activity Seasonal products Coffee education & superiority messaging Ice Cold Costa summer promotions Coffee & indulgent snack suggestive selling Our promotional activity is advertised using the key brand message board (panel three) and additional POS. 10 Costa proud to serve \ Our Brand Guidlines

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