BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P. 1. Chapter Two. Guidelines. THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB

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1 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P. 1 Chapter Two Guidelines

2 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P The Pictograms

3 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P Pictograms SUMMARY INTRODUCTION 4 STANDARD PICTOGRAMS 5 CONSTRUCTION RULES SERVICES COFFEE MACHINES D PICTOGRAMS 3D ECOSYSTEM CONSTRUCTION RULES 3D PICTOGRAMS WITH TEXT 3D PICTOGRAMS WITHOUT TEXT 3D PICTOGRAMS GO/NO GO 3D PICTOGRAMS VS. STANDARD PICTOGRAMS STANDARD SERVICE PICTOGRAMS MINIMUM SIZE FOR 3D AND STANDARD 3D PICTOGRAMS ON COLOUR BACKGROUND APPLICATIONS

4 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P Pictograms INTRODUCTION GENERAL TIPS Two kind of pictograms have been created; 3D and standard ones. The conditions of use for each group follows the guidelines presented below and require the approval of Nespresso International Brand Communication Team: APPLICATION.BRAND@NESPRESSO.COM. STANDARD PICTOGRAMS 3D PICTOGRAMS

5 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P Pictograms STANDARD PICTOGRAMS CONSTRUCTION RULES MAXIMUM HEIGHT OVER HEIGHT STANDARD HEIGHT MINIMUM HEIGHT BASE RISTRETTO RECIPES 1_ CONSTRUCTION The Nespresso pictograms are constructed in proportion to each other. The grid above indicates these proportions. The Ristretto pictogram illustrated is the minimum size; the Recipes pictogram illustrated is the maximum height size. All pictograms have a standard thickness of line. The pictograms are illustrated here in their negative version (in white on a black background). A positive version (in black on a white background) exists for each picto. EACH PICTOGRAM IS PROVIDED AS AN IMAGE FILE. THEY MUST NEVER BE RECREATED FROM THE INDIVIDUAL COMPONENTS. 2_THICKNESS The thickness of each pictograms is calculated proportionally to the thickness of the outline of the PHONE pictogram when it is at its minimum size, fixed at 5mm height. The thickness of this outline is 0,3 points. MAXIMUM HEIGHT OVER HEIGHT STANDARD HEIGHT MINIMUM HEIGHT BASE 5 MM

6 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P Pictograms STANDARD PICTOGRAMS CONSTRUCTION RULES MAXIMUM HEIGHT OVER HEIGHT STANDARD HEIGHT MINIMUM HEIGHT BASE RISTRETTO RECIPES MAXIMUM HEIGHT OVER HEIGHT STANDARD HEIGHT MINIMUM HEIGHT BASE THE CREATION OF ADDITIONAL PICTOGRAMS IS ADMITTED, EACH NEW CREATION MUST BE VALIDATED BY THE NESPRESSO INTERNATIONAL BRAND COMMUNICATION TEAM.

7 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P Pictograms STANDARD PICTOGRAMS RELATED TO SERVICES In this page, an overview of the standard pictograms related to the Nespresso services. OUR SERVICES SATISFIED OR FAX CALL CONTACT WE ARE HERE REIMBURSED MACHINE RESELLERS VISIT NESPRESSO BOUTIQUE NESPRESSO BOUTIQUES SECURED PAYMENT CUSTOMER CARE SHOPPING BASKET (EMPTY) SHOPPING BASKET (FULL) ORDER FREE AID ON LINE E_SHOPPING BOUTIQUE PICK-UP COLLECTION POINT

8 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P Pictograms STANDARD PICTOGRAMS RELATED TO COFFEE In this page, an overview of the standard pictograms related to the Nespresso coffee. RISTRETTO ESPRESSO LUNGO CAFÉ RECIPES MILK ESPRESSO & LUNGO CAPPUCINO PREPARATION COFFEES ACCESSORIES VOLUME CONTROL HOT WATER GOURMANDISE COFFEE INTENSITY

9 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P Pictograms STANDARD PICTOGRAMS RELATED TO MACHINES In this page, an overview of the standard pictograms related to the Nespresso machines system. MACHINES ENERGY CONSUMPTION CLASS AUTOMATIC OFF CUP WARMING ENERGY EFFICIENT HIGH PRESSURE PUMP AUTOMATIC POWER OFF

10 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P Services Pictograms 3D PICTOGRAMS ECOSYSTEM

11 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P Services Pictograms 3D PICTOGRAMS ECOSYSTEM In a communication about recycling, please use the new recycling pictogram of 3D services pictograms even if it is related to Ecolobaoration. BEFORE AFTER

12 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P Service Pictograms 3D PICTOGRAMS CONSTRUCTION RULES STANDARD HEIGHT MINIMUM HEIGHT BASE OF THE NAME The Nespresso Services pictograms are constructed in relative proportion to one another. The grid above indicates how the pictograms have been drawn in relation to each other. EACH PICTOGRAM IS PROVIDED AS AN IMAGE FILE. THEY MUST NEVER BE RECREATED FROM THE INDIVIDUAL COMPONENTS. When the 3D clusters pictograms with the text are used, do ensure that the two lines around the text are present. When the 3D services pictograms with text are used, do ensure that one line above the text is present. IT IS A WAY TO DIFFERENTIATE THE CLUSTERS PICTOGRAMS FROM THE SERVICES PICTOGRAMS THE CREATION OF ADDITIONAL PICTOGRAMS IS ADMITTED, EACH NEW CREATION MUST BE VALIDATED BY THE NESPRESSO INTERNATIONAL BRAND COMMUNICATION TEAM.

13 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P Service Pictograms 3D PICTOGRAMS WITH TEXT 1_ CONSTRUCTION The Unit of construction - identified as [U] - is based on the height between the two lines containing the text. [U] is the reference Unit for all pictograms contructions. Each pictogram is constructed as illustrated. The text typeface: Gotham Medium, 3,7 pt when U=3mm, 50pt letterspacing. Respiration zone 2_ THE EXCLUSION ZONE An exclusion zone has been defined around the pictogram. Do make sure it is respected when using the pictograms. NO LOGOTYPE, PICTURE OR TEXT SHOULD BE PLACED WITHIN THE EXCLUSION ZONE. WHEN THE 3D CLUSTERS PICTOGRAMS WITH THE TEXT ARE USED, DO ENSURE THAT THE TWO LINES AROUND THE TEXT ARE PRESENT. WHEN THE 3D SERVICES PICTOGRAMS WITH TEXT ARE USED, DO ENSURE THAT ONE LINE ABOVE THE TEXT IS PRESENT. 3_ EXCEPTION Language translation are allowed only for the pictograms defined as clusters: Services, Delivery, Customer Care, Recycling, Order. Minimum size: 4_MINIMUM SIZE 3mm 12mm 16,5mm

14 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P Service Pictograms 3D PICTOGRAMS WITHOUT TEXT 1_ USING THE RIGHT PICTOGRAM Pictograms also exist without the text and the line. They can be used, for example, in a text block (see the example of the flyer on p.15). The name of the service associated with the pictogram must appear on the page, even if not included with the pictogram. 2_ CONSTRUCTION The Unit of construction [U] serves as reference for all pictogram construction. Once the minimum size fixed for [U] is respected (3mm), each pictogram is constructed as follows. EACH PICTOGRAM IS PROVIDED AS AN IMAGE FILE. THEY MUST NEVER BE RECREATED FROM THE INDIVIDUAL COMPONENTS. 3_ THE EXCLUSION ZONE An exclusion zone has been defined around the pictogram. Do make sure it is respected when using the pictograms. NO LOGOTYPE, PICTURE OR TEXT SHOULD BE PLACED WITHIN THE EXCLUSION ZONE. Minimum size : 12mm 4_MINIMUM SIZE 3mm

15 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P Service Pictograms 3D PICTOGRAMS GO/NO GO GO NO GO NE PAS NE CHANGER PAS CHANGER LES PROPORTIONS NE PAS CHANGER LES PROPORTIONS LES PROPORTIONS NE PAS CHANGER NE PAS CHANGER NE PAS CHANGER LES PROPORTIONS LES PROPORTIONS LES PROPORTIONS NE PAS NE CHANGER PAS CHANGER LA PLACE NE PAS CHANGER LA PLACE DU NOM DU NOM LA PLACE DU NOM NE PAS CHANGER NE PAS CHANGER NE PAS CHANGER LA PLACE DU LA NOM PLACE DU LA NOM PLACE DU NOM NE PAS NE CHANGER PAS CHANGER LA TYPOGRAPHIE NE PAS CHANGER LA TYPOGRAPHIE LA TYPOGRAPHIE NE PAS CHANGER NE PAS CHANGER NE PAS CHANGER LA TYPOGRAPHIE LA TYPOGRAPHIE LA TYPOGRAPHIE DO NOT CHANGE PROPORTIONS NE PAS NE CHANGER PAS CHANGER LES COULEURS NE PAS CHANGER LES COULEURS LES COULEURS NE PAS CHANGER NE PAS CHANGER NE PAS CHANGER LES COULEURS LES COULEURS LES COULEURS DO NOT CHANGE ELEMENTS LOCATION NE PAS NE DÉFORMER PAS DÉFORMER LE PICTOGRAMME NE PAS DÉFORMER LE PICTOGRAMME LE PICTOGRAMME NE PAS DÉFORMER NE PAS DÉFORMER NE PAS DÉFORMER LE PICTOGRAMME LE PICTOGRAMME LE PICTOGRAMME DO NOT CHANGE FONT AND SIZE NE PAS NE TOURNER PAS TOURNER LE LOGO LE LOGO NE PAS TOURNER LE LOG NE PAS TOURNER PAS LE TOURNER LOGO PAS LE TOURNER LOGO LE LOG D E L I V E R Y D E L I V E R Y D E L I V E R Y D E L I V E R Y D E L I V E R Y D E L I V E R Y DO NOT CHANGE COLOUR DO NOT CHANGE PERSPECTIVE DO NOT ROTATE THE PICTOGRAM

16 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P Service Pictograms 3D PICTOGRAMS GO/NO GO GO NO GO LOREM IPSUM DOLOR SIT

17 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P Service Pictograms 3D VS. STANDARD SERVICE PICTOGRAMS When passing to their standard version, the 3D Pictograms lose their verbal part, conserving only the iconic element. As a consequence, standard service pictograms exist only without any text associated to the icon. The meaning and the fonctions attributed to the pictograms are exactly the same of the 3D version.

18 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P Service Pictograms STANDARD SERVICE PICTOGRAMS 1_ USING THE RIGHT PICTOGRAM When the visual part of a 3D pictogram goes under the height of 12mm, standard pictograms must be employed. 5 MM 12mm 2_ CONSTRUCTION Those pictograms are constructed following the same rules applied to the 3D pictograms without text. The Unit of construction [U] serves as reference for all pictogram construction. Once the minimum size fixed for [U] is respected (3mm), each pictogram is constructed as follows. EACH PICTOGRAM IS PROVIDED AS AN IMAGE FILE. THEY MUST NEVER BE RECREATED FROM THE INDIVIDUAL COMPONENTS. 3_ THE EXCLUSION ZONE An exclusion zone has been defined around the pictogram. Do make sure it is respected when using the pictograms. NO LOGOTYPE, PICTURE OR TEXT SHOULD BE PLACED WITHIN THE EXCLUSION ZONE. 4_MINIMUM AND MAXIMUM SIZE Minimum size for standard service pictograms: 1,25mm 5mm Minimum size for 3D pictograms and maximum size for standard service pictograms: 3mm 12mm

19 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P Service Pictograms MINIMUM SIZE FOR 3D AND STANDARD SERVICE PICTOGRAMS 3MM Minimum height of the Unit has been fixed at 3 mm to ensure optimum visibility/ legibility on each individual application. It must not be further reduced! BELOW 16,5 MM HEIGHT FOR PICTOGRAMS WITH TEXT AND 12MM FOR PICTOGRAMS WITOUT TEXT AND THE RESPIRATION ZONE, STANDARD SERVICE PICTOGRAMS MUST BE USED FOR OPTIMUM LEGIBILITY. 5 MM Minimum height of the standard service pictograms has been fixed minimum at 5 mm to ensure optimum visibility/legibility on each individual application. It must not be further reduced! ABOVE 12MM HEIGHT FOR STANDARD SERVICE PICTOGRAMS WITOUT TEXT, 3D SERVICE PICTOGRAMS MUST BE USED.

20 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P Pictograms 3D PICTOGRAMS ON COLOUR BACKGROUNDS CORPORATE COLOUR BACKGROUND When 3D pictograms are applied to a solid dark background, the text must appear in white. On light background colours, the text must appear in black. ON DARK BACKGROUND ON LIGHT BACKGROUND THE PICTOGRAMS HAVE TO BE USED IN THEIR ORIGINAL COLOUR. NO COLOUR CHANGES ARE PERMITTED. ULTIMATE BLACK ROASTED BROWN CHERRY RED CREMA GOLD BLOOMING GREIGE PLEASE NOTE! THE CHERRY RED MUST NEVER BE DOMINANT. CF. BRANDBOOK CHAPTER 2.4

21 BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P Pictograms 3D AND STANDARD PICTOGRAMS APPLICATIONS