Communication to professionals Brand guidelines. Introduction. Logo and use. Brand device. Typography. Images/photography. Layout

Transcription

1 Communication to professionals Brand guidelines Introduction 2 Logo and use 3 Brand device 4 Typography 5 Images/photography 6 Layout

2 Introduction Welcome to the Nestlé Purina guidelines for communication to professionals. We have produced these principles to provide you with a framework for everyone to apply a common, consistent identity that will reinforce our brand values in the professional world. These guidelines should be followed accurately to ensure stand out across a broad portfolio of communication pieces. 2

3 2 Logo and use It is mandatory that the Nestlé Purina logo is used in all communication to professionals. It represents our world and stands for our identity. The logo forms part of the brand device. (See section 3 for more information on the brand device). The logo is available as a scalable vector file and may only be reproduced from this source. In instances where the logo must be reproduced on a small scale, reasonable discretion should be employed so that the logo is still legible. Colours We recommend that Pantone colours should be used in all communications where possible, otherwise follow the CMYK breakdown. Pantone % CMYK: 0%/96%/97%/0% Cool Gray 0 00% CMYK: 0%/0%/0%/73% Cool Gray 0 00% Pantone % 3

4 Logo: don ts For reproduction always use the artwork files on the supplied master CD exclusively. On this page are examples of how not to use the logo under any circumstances. Never change the typeface of Nestlé Purina wording. Never use the checkerboard without the logotype. Do not add words to the logo. 4

5 3 Brand device The Nestlé Purina logo and the brand colour squares together form the brand device. This should be used for all communication to professionals. Pantone % CMYK: 0%/96%/97%/0% Cool Gray 0 00% CMYK: 0%/0%/0%/73% Logo Brand colour squares Brand device 5

6 Brand device proportions All professional facing Nestlé Purina communications must include the Nestlé Purina brand device. This is always positioned in the top right corner of communications with the Nestlé Purina logo. The device and the logo must always maintain the correct relationship and proportion. When used, the brand device must be placed top right and sized to the correct proportions. See below for an example of use on A4 printed communication. When used alone, for example on an exhibition stand, the brand device should be scaled up to fill the space. 29.5mm 55mm 297mm 20mm 20.7% 9% 8.5% 20.7% 67.6% 00% 24% 204.% 25.% 62.% 29.5% 6

7 Brand device: don ts petcare Never change the arrangement. Never apply type to device. Never change the scale. Always keep device right of logo. 7

8 Brand device background: do s and dont s For professional facing communications, the Nestlé Purina brand device must always appear against a white background. Always stand the brand device against a white background. Never stand the logo against a photo. 8

9 4 Typography The corporate typeface of Nestlé Purina is Futura. Futura Book is to be used for titles, body text, figure text, reference text and caption text. Futura Bold is used for headings and sub-headings. In some cases title text may be supported with reference text. For this reference text, Futura Book Oblique should be used. Body text in the articles, brochures and other literature is ranged left. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Futura Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Futura Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Futura Book Oblique 9

10 Typesetting Title text example: Lorem ipsum dolor Futura Book 24pt, line spacing 30pt, in Pantone 485 or CMYK: 0%/96%/97%/0%, ranged left. Body text example: Duis autem vel eum iriure dolor aie hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio exiat dignissim qui blandit apraesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Futura Book 0pt, line spacing 4pt, in black, ranged left, with paragraph space after 4mm. Header text example: Lorem ipsum dolor Futura Book pt, line spacing 4pt, in black, ranged left, within a panel 7 x 92 mm in a 20% tint of Pantone Cool Gray 0 or CMYK: 0%/0%/0%/4%. For every additional line of type the header panel must increase in depth by 5mm. 0

11 Typesetting Sub-Header text example: Lorem ipsum dolor Futura Bold pt, line spacing 4pt, in black, ranged left. Caption text example: Lorem ipsum dolor Futura Book 5pt, line spacing 20pt, in Pantone 485 or CMYK: 0%/96%/97%/0%, ranged left with a 4pt left indent. Use Futura Bold to emphasize type if required. Figure text example: Figure 4. Lorum ipsum dolor Futura Book 8pt, line spacing 3pt, in Pantone Cool Gray 0 or CMYK: 0%/0%/0%/73%, ranged left.

12 Typesetting Reference text example:. Lorum ipsum dolor Futura Book 8pt, line spacing 2.5pt, in black, ranged left, with a 5mm tab after the reference number. Title reference text example: Lorem ipsum dolor Dr Danièlle A. Gunn-Moore BSc, BVM&S, PhD, MACVSc, MRCVS RCVS Specialist in Feline Medicine Head of Feline Clinic Department of Veterinary Clinical Studies The University of Edinburgh Nestle Purina Lecturer on Feline Medicine and Geriatrics Name Futura Book Oblique 0pt, line spacing pt, in Pantone Cool Gray 0 or CMYK: 0%/0%/0%/73%, ranged left. Subsequent lines Futura Book Oblique 7pt, line spacing 0pt, in Pantone Cool Gray 0 or CMYK: 0%/0%/0%/73%, ranged left. Bullet point example: Lorum ipsum dolor in hendrerit in vulputate sed velit esse molestie consequat, vel illum dolore eu feugiat Bullet point.9mm square in Pantone 485 or or CMYK: 0%/96%/97%/0% Text Futura Book 0pt, line spacing 3pt, in black, ranged left with a forced indent of one space, alligned left to the indent. 2

13 5 Images/photography Tone and style All photography used to support the Nestlé Purina brand must be professionally shot and manipulated. No digital low resolution images can be used. The Nestlé Purina identity is supported by black and white photography of dogs and cats. The quality of this photography is of a very high standard, and reflects Nestlé Purina s knowledge and passion for pets. All scientific imagery which is for content purposes (photography and illustration) can be in colour and will be dependant on the piece in which they are used, but must still reflect the brand values of Nestlé Purina. Correct tone and style (black & white) This is only a selection of photos available. 3

14 6 Layout Front covers (A4) 20mm 86mm 2 297mm 3 This sample page demonstrates the principles of layout within the brand guidelines. 2 The layout is always constructed on a two column grid. Except where photography is used, column width is always 90mm. Outer and central gutter width is always 0mm. (Refer to point 3 for photography guidelines). The grid on front covers always starts 90mm from top of the page. 3 Images should be full bleed starting 90mm from the top of the page. 4

15 Interior pages (A4) Top and bottom gutter is 7mm. 3 Outer and central gutter width is always 0mm. 2 Column width is always 90mm. 4 Page numbers are Futura Book 7pt in black and always appear in the outside corner (0mm from each edge). 5

16 Back cover Published by Nestlé Purina PetCare Company by Nestlé Purina PetCare Company. All rights reserved Use an image from the Nestlé Purina photo image library at the top of the back cover. The size of this image should be 20 x 55mm. 4 Copyright information to sit on same base-line as Nestlé Purina logo. 2 Column width is always 90mm. 5 Top gutter is 0mm and bottom gutter is 7mm. 3 Outer and central gutter width is always 0mm. 6 The Nestlé Purina logo should sit at the bottom right of the cover, but without the Nestlé Purina brand colour squares. The logo is 90mm wide and it s baseline is 7mm above the bottom of the page. 6