Brand Identity Guidelines

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1 Brand Identity Guidelines The Ghirardelli Brand Trademark is a promise to our customers to deliver a superior premium chocolate experience, guaranteed by over 150 years of heritage and quality. The Ghirardelli logo and package architecture is our signature that conveys these brand attributes to our consumer. Following these important guidelines strengthens our brand identity. It is a tool to help all of us ensure that Ghirardelli delivers a consistent and impactful message to chocolate consumers. T ABLE OF CONTENTS Logo Overview 1-2 Standard Logo Formats 3-5 Architecture & Kit of Parts 6-7 Improper Brand Usage 8

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3 Logo Overview ONLY for Logo usage on front of packaging A. Standard Packaging Signature A The Ghirardelli logo is a registered legal trademark and the symbol must always be used in conjunction with the logo. The Ghirardelli logo without tagline is used on the front panel of packaging only. B. Space Relationship All elements of the packaging signature relate in a precise and fixed relationship. The elements and their relationship never change. The Ghirardelli eagle is never used alone. The Ghirardelli wordmark is never used alone or in any configuration other than that illustrated here. B C. Clear Space To maintain the Ghirardelli packaging signature as a vital expression of our brand, it must be clearly separated from other elements, including type, illustration and photography. The measurement x is the minimum amount of clear space required for the Ghirardelli packaging signature. D. Minimum & Maximum Size To ensure legibility, the minimum size for reproduction of the Ghirardelli packaging signature is 1.5" wide as shown. Large scale reproductions of the packaging signature for applications such as trade show exhibits, banners and signage require careful attention. Always maintain the integrity of the letter forms and logo elements. C When logo is this small, it is important to delete circle R ( ) within the blue box and place to right side of logo. Circle R is 3pt. Sabon Bold. Standard color is PMS 872 Gold when over a dark color or it can also be PMS 732 Brown when over a light color. D E. Alternate Small Logo An alternate signature has been created for instances where it must appear smaller that 1.5" wide. The eagle and seal have been enlarged in relationship to other elements, to ensure print legibility and quality. This signature is mainly used for flow wrap packaging. Written permission must be received from the Ghirardelli chocolate company before using the alternate signature. E 1.5" 1.5" G h i r a r d e l l i B r a n d G u i d e l i n e s 2

4 Standard Logo Formats A. Overview Whenever possible, the Ghirardelli corporate signature should print as an offset/litho logo, using four spot (PMS) colors. This format ensures quality output and will uphold the integrity to detail and color. In instances where an alternate logo must be used, we have developed a variety of acceptable options. These alternative signatures were developed to support the need for diverse printing capabilities, and should be followed exactly. Any modifications MUST be approved in writing by The Ghirardelli Chocolate Co. Four Spot Color PMS 468 (Buff) Eagle Head PMS 732 (Brown) Eagle Detail Banner Outline Logo Outline Gradient Banner 80% 20% PMS 732 (Brown) 80% PMS 732 (Brown) B. Offset/Litho The Offset/Litho logo is the preferred method of printing, and should be used whenever possible. The most common restriction for offset/litho is material driven. Always check with your printer for specific printing specs. PMS 288 (Blue) Arch Banner Type Background PMS 288 (Blue) Background 100% PMS 468 (Buff) Type: Ghirardelli Chocolate PMS 872 (Gold) Eagle Body & Wings Arch Arch Type Banner Outline Outline Type Logo Inline I. Four Spot (PMS) Color Always obtain written permission from Ghirardelli for ANY color substitutions. 1. PMS 468 Buff 2. PMS 288 Blue 3. PMS 872 Gold 4. PMS 732 Brown G h i r a r d e l l i B r a n d G u i d e l i n e s 3

5 Standard Logo Formats B. Offset/Litho II. Four Color Process (CMYK) Always check with Ghirardelli for ANY color substitutions. Four Color Process (CMYK) 1. Buff: 0c, 4m, 16k, 6k 2. Blue: 100c, 55m, 0y, 24k Blue Screen: 75c, 35m, 0y, 15k 3. Gold: 0c, 8m, 36y, 24k 4. Brown: 0c, 47m, 85y, 42k III. Three Spot (PMS) Color Only to be used on non-metallic board and substrates. 1. PMS 288 Blue Three Spot (PMS) Color 2. PMS 872 Gold 3. PMS 732 Brown IV. Two Spot (PMS) Color Only to be used on non-metallic board and substrates. 1. PMS 288 Blue 2. PMS 732 Brown V. One Spot (PMS) Color PMS 288 Blue or Two Spot (PMS) Color PMS 732 Brown One Spot (PMS) Color G h i r a r d e l l i B r a n d G u i d e l i n e s 4

6 Standard Logo Formats C. Flexo Flexo printing provides less detail and limited control in color registration than offset/litho printing. It is used most often to print on plastics, corrugate and other non-paper materials. Taking these restrictions into account, we have designed a set of flexo logos to be used only when offset/litho printing is unavailable. The weights and line widths have been increased and the eagle has been redrawn as vector art with minimal detail. I. Four Spot Color Always obtain written permission from Ghirardelli for color substitutions. Four Spot (PMS) Color One Spot (PMS) Color 1. PMS 468 Buff 2. PMS 288 Blue 3. PMS 872 Gold 4. PMS 732 Brown II. One Spot Color PMS 288 Blue or PMS 732 Brown G h i r a r d e l l i B r a n d G u i d e l i n e s 5

7 Architecture & Kit of Parts C. Gold band C The gold band is a key element in the Ghirardelli Architecture, and is most powerful when used properly in relation to the corporate signature. This gold carpet reinforces the premium quality of the brand and creates a working space for product names and copy. III. Brown Rules: 3. Width of the letter I I. Placement The gold band should always be placed behind the corporate signature, between the right side of the G and the right side of the L, as shown in the visual at right. II. Size Relation to Logo The gold band should always be used in correct proportion to the corporate signature. III. Color Specification It is essential for consistency that the gold band is printed using PMS 872 gold. Whenever possible, graphics should be printed on a foil substrate, and the gold should be a semi-opaque ink. When a metallic/foil substrate is not being used, the gold band should print using metallic PMS 872 ink. IV. Brown Rules 1. PMS 732 Brown 2. Width is.5pt, in proportion to the gold band at " The rules should increase in weight, when the gold bar is scaled larger, but should never go below.5pts. See reference, right. 3. Rules are inset from the gold bar, measuring the width of the letter I, (without the outline) in Ghirardelli. Brown Rules:.5pt 100% PMS 732 Gold Band: 100% PMS 872 G h i r a r d e l l i B r a n d G u i d e l i n e s 6

8 Architecture & Kit of Parts A. Color palette The Ghirardelli corporate color palette was carefully selected to convey the brand s sophisticated, upscale appeal. The colors were designed to be printed using transparent inks on a metallic/foil substrate. The only exceptions are the PMS 468 Buff which is an opaque ink, and the PMS 872 gold which is a semi-opaque ink. Whenever possible, Pantone color or special mixed spot inks should be used to accurately reproduce these colors. When it is not possible to use Pantone colors or other spot colors, use four-color process equivalents to match the colors listed below as closely as possible. All color drawdowns must be approved in writing by The Ghirardelli Chocolate Company. I. Corporate Logo *Always check with Ghirardelli for color substitutions. 1. PMS 468 Buff opaque 2. PMS 288 Blue 3. PMS 872 Gold Metallic 4. PMS 732 Brown Logo Colors PMS 468 Buff PMS 288 Blue PMS 872 Gold Metallic PMS 732 Brown Year Round Flavor Colors For SPECIAL MI COLORS, please request a previously printed sample to match to match to from Ghirardelli s Creative Services Dept. PMS 1385 SPECIAL MI Milk Chocolate with Caramel Filling PMS 688 Dark Chocolate with Raspberry Filling PMS 3435 Dark Chocolate with White Mint Filling PMS 175 SPECIAL MI 60% Cacao Dark Chocolate with Caramel PMS % Cacao Dark Chocolate PMS 288 Milk Chocolate PMS 1215 SPECIAL MI Assorted Filled Chocolates II. Year Round Flavor Palette 1. PMS 1385 SPECIAL MI Intense Dark Flavor Colors 2. PMS PMS PMS PMS PMS 175 SPECIAL MI PMS 144 Citrus Sunset PMS 381 Espresso Escape PMS 2715 Twilight Delight PMS 124 Toffee Interlude PMS 359 Mint Bliss 7. PMS 1215 SPECIAL MI II. Intense Dark Flavor Palette 1. PMS PMS PMS 2715 Sabon Roman ABCDEFGHIJKLMNOPQRSTUVWYZ Copperplate 33bc ABCDEFGHIJKLMNOPQRSTUVWYZ B. 4. PMS PMS 359 Typefaces Sabon Italic ABCDEFGHIJKLMNOPQRSTUVWYZ Copperplate 29bc ABCDEFGHIJKLMNOPQRSTUVWYZ The approved corporate typefaces for Ghirardelli are Copperplate for headlines, Sabon for romance copy and flavor descriptors, and Gill Sans for required nutritional statements. All text must print PMS 732 or PMS 872 only. Use only these type faces for all printed material and electronic communications. Sabon Bold ABCDEFGHIJKLMNOPQRSTUVWYZ Sabon Bold Italic ABCDEFGHIJKLMNOPQRSTUVWYZ Bell Gothic BT Bold (Net Wt. g only) ABCDEFGHIJKLMNOPQRSTUVWYZ NET WT 5.32 oz. (151g) G h i r a r d e l l i B r a n d G u i d e l i n e s 7

9 Improper Brand Usage A. Improper use of the Logo The Ghirardelli logo is a critical part of our brand identity. Therefore, every effort must be taken to ensure that the Ghirardelli logo is treated in a consistent and methodical way, as outlined on Pgs Common examples of improper logo usage are shown below but are not exclusive. B. Improper use of the Architecture The relationship between the logo and the gold center band is key to the brand identity as outlined on Pg. 6. Common examples of improper usage of gold band and logo are shown below but are not exclusive. DO NOT delete Registered mark (circle R) to the right of Ghirardelli text in logo. DO NOT substitute with colors other than the approved corporate colors. DO NOT reduce logo in the center of the gold band DO NOT substitute fonts. Moments of Timeless Pleasure DO NOT place logo off center from the gold band DO NOT use the logo without the text. DO NOT adjust any logo proportions. DO NOT make logo double the width of the gold band DO NOT flop, skew, rotate, disproportionately scale, or invert the logo. Squares Milk Chocolate with Milk Caramel Chocolate Filling DO NOT print one color logo in various colors, only colors excepted are PMS 288 or PMS 732. DO NOT place logo below the flavor type G h i r a r d e l l i B r a n d G u i d e l i n e s 8

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