Popeyes Graphic Standards 101

Transcription

1 Popeyes Copyright Popeyes Louisiana Kitchen, Inc All Rights Reserved.

2 Table of Contents Importance of Brand Standards 3 Our Brand and Purpose 4 Core Visual Elements 5 Logos 6 Popeyes Logo the Dancing Letters 7 Popeyes Logo Lock-up Logo 9 Louisiana Kitchen Lozenge Logo 11 Color Palette 13 Primary Colors 14 Secondary Colors 15 Typography 16 Popeyes Typeface Usage 17 Backgrounds 24 Distressed Color Backgrounds 25 Solid Color & Gradient Backgrounds 25 Photography 26 Food Photography 27 Marketing Taglines 28 Marketing Taglines 29 Trademarks 30 Trademarks and Copyright Attribution in the United States 31 Confidentiality Statement 32 Graphic Elements 18 Louisiana Kitchen Seal 19 Fleur de Lis Graphic 21 Louisiana Kitchen Seal and Fleur de Lis Watermarks 22 Popeyes Kids Logo 23 2

3 Importance of Brand Standards The Popeyes brand is our company s most valuable asset. It represents our promise to our guests to provide the highest quality food and service and is directly linked to our reputation and public perception. The Popeyes brand is the image that comes to mind when people think about our restaurants, our food and our service. It is defined by their collective perceptions and experiences, including the service from our crew members, the tone of our advertising, the superior quality of the food we prepare and the appearance of our restaurants. As stewards of the Popeyes Brand, it is our responsibility to protect and uphold the promise of the Popeyes Brand. The Popeyes Brand Guidelines were created to provide consistency in how we present Popeyes to internal and external audiences, no matter the location. Proper use of the logos, promotional materials and branded phrases are paramount to the brand s value, and we have developed guidelines to define how we can best manage and protect them. For questions, clarifications or guidance on how to properly and creatively apply the brand guidelines, please contact Popeyes Creative Services at: CreativeServices@Popeyes.com. 3

4 Brand Positioning Statement Popeyes brings a bit of our Louisiana heritage to people around the world every day, so we want to project a positive, consistent image in all our interactions. A key to that consistency is our brand purpose positioning, which defines how we want our guests and employees to perceive our brand. Popeyes Purpose The Popeyes Purpose serves as a guide to the overall tone and messaging that we want to communicate, both internally and externally. Popeyes is: ALWAYS: Authentic Proud Colorful Effusive Soulful Inviting Welcoming Spirited Rooted in Tradition Real Louisiana NEVER: In Your Face Boastful Comedic Hyperbolic Ethnic Pushy Aloof Irreverent Afraid of Innovation Tourist Louisiana Purpose Bringing the heart and soul of Louisiana cooking to a fast-food world Positioning Tone Voice Only Popeyes brings slow-cooked Louisiana flavor into the lives of the Fast-Food Pros with a Plan Genuine Celebratory Uncompromising Respectful The beaming-with-pride ambassador of Louisiana s colorful ways of living, cooking and eating 4

5 Core Visual Elements The Popeyes brand features several core elements that work together to create an energized look, feel and tone, and provide an essential framework for consistency. These elements include: The Popeyes Brand Logos Our logo variations are our most widely recognizable and powerful brand identifiers, which are used in all promotions and communications to reinforce our quality food and service. Popeyes has three primary logos used to refer to the Brand: the Dancing Letters logo, the lock-up logo (left), and the lozenge logo. The Louisiana Kitchen Seal Icon The seal icon symbolizes Popeyes quality and heritage. It is used in conjunction with the logotype for internal and external communications. The Seal is an icon, T a logo. It should NEVER appear without the Dancing Letters logo somewhere on the marketing material. The Popeyes Color Palette A collection of approved colors that complement and energize our restaurants and guest touchpoints. Fleur de Lis Icon A symbol identified with Louisiana that we use as a design element and a reminder of our heritage. Imagery Visuals, including photography, icons and illustrations, that represent Popeyes service, quality and diversity, and convey a sense of energy and purpose. 5

6 Logos Our 3 Logos Used To Identify The Brand Popeyes uses three logo variations. 1. The Dancing Letters Logo 2. The Lock-up Logo Vertical Horizontal 3. The Lozenge Logo 4. Every instance of the registered trademark symbol ( ) must be large enough to be seen. The following pages describe each logo. These three logos can be used interchangeably depending on specific design applications. If you have any questions about proper usage, contact Popeyes Creative Services at: CreativeServices@Popeyes.com.

7 Popeyes Logo the Dancing Letters LOGOTYPE One-color version PMS 165 orange One-color version 100% black Note: Always leave a clear space equivalent to the height of the P on all sides of the Popeyes logo. 0.5" Note: The registered trademark symbol ( ) is an essential part of the Popeyes logo. It is located at the bottom right of the S. One-color version reverses to white on dark background This is the primary logo for Popeyes. It should appear in its entirety at least once on all communications or marketing materials. Popeyes is the trademarked name of the company. Always use the registered trademark symbol ( ) NEVER use a TM symbol. Using an apostrophe before the s is not acceptable under any circumstances. This page shows single-color applications. The logotype can be reproduced in black, PMS 165 orange or white in one-color applications. The logotype should not be sized smaller than 0.5 inches in width. The logo has been specifically created for Popeyes. DO T under any circumstances attempt to match these letterforms with other typefaces, as it is not a font but a custom logotype. This will ensure the consistent use of the logo in all applications. 7

8 unapproved colors UNAPPROVED without photograph or pattern backgrounds with use of logotype unapproved spacing or alignment of letters cropping of the logotype creation of graphical design elements using the logotype vertical or horizontal scaling of the letterforms outlining of the logotype in any color drop shadows DO T do this to the Dancing Letters logo Listed are examples of what T to do with the Popeyes Dancing Letters logo. The letterforms or placement should NEVER be altered in any situation or used without the registered trademark symbols. Popeyes never incorporates an apostrophe before the s. PMS 165 orange, black, white are the ONLY approved colors. It should NEVER be shown in any unapproved colors. The Dancing Letters logo should T be placed on a background that hinders its readability. It should T be used as a graphic design pattern, outlined or cropped in any manner. 8

9 Popeyes Logo Lock-up Logo Two-color version PMS 165 orange PMS 187 red L Note: The center of the circle should remain white at all times. Note: Always leave a clear space equivalent to the height of the L on all sides of the Popeyes logo. The space between the seal and the Dancing Letters is measured from the bottom of the circle to the top of the first e. L L L L Note: The registered trademark symbol ( ) is an essential part of the Popeyes logo. It is located on both the seal and logotype. See previous guidelines for positioning. One-color version PMS 165 orange Two-color version on PMS 165 orange background Note: The center of the circle should remain white at all times. Note: Always leave a clear space equivalent to the height of the P on all sides of the Popeyes logo. Distance between the seal icon and Dancing Letters is 25% the width of the seal icon. Note: The registered trademark symbol ( ) is an essential part of the Popeyes logo. It is located on both the seal and logotype. One-color version 100% black Two-color version on PMS 187 red background The lock-up logo consists of the Louisiana Kitchen seal and Popeyes Dancing Letters logo. The examples above show the recommended proportion of seal to logotype and should not be altered. Always use the registered trademark symbol ( ). NEVER use a TM symbol. Every instance of the registered trademark symbol ( ) must be large enough to be seen. Using an apostrophe before the s is not acceptable under any circumstances. The two-colored version uses the PMS 165 orange and PMS 187 red. Fleur de Lis must ALWAYS be PMS 165 orange in two-colored logo version. One-color versions should ONLY be used in applications where one ink color is available for printing. PMS 165 orange and 100% black are the ONLY approved colors for single-color applications. The center of the seal should be white. The only exception is for wearables, which for technical reasons may be the color of the fabric. The Louisiana Kitchen seal should not be sized smaller than 0.5 inches in width. The logotype will be slightly wider than 0.5 inches at this size. 0.5" 0.5" 9

10 unapproved colors vertical or horizontal scaling of the letterforms unapproved color combination creation of graphical design elements using the logotype drop shadow altering the arrangement of the seal and letterforms outlining of the logotype in any color rotating the seal DO T do this to the Lock-up Logos The graphics listed above are a few examples of what T to do with the Popeyes lock-up logo. DO T alter the arrangement of the Dancing Letters and the seal icon in the lock-up. NEVER use without the registered trademark symbols. Popeyes NEVER incorporates an apostrophe before the s. PMS 165 orange, black, white are the ONLY approved colors. It should NEVER be shown in any unapproved colors. The lock-up logo should T be placed on a background that hinders its readability. It should T be used as a graphical design pattern. DO T outline or crop in any manner. DO T rotate the seal. 10

11 Louisiana Kitchen Lozenge Logo LOGO WITH TAGLINE two-color version PMS 165 orange PMS 187 red Distance between the top of the lozenge and the bottom of the e in the Dancing Letters is equal to the distance from the top of the lozenge to the top of the tag line (X). LOUISIANA KITCHEN X LOUISIANA KITCHEN One-color version 100% black Note: Always leave a clear space equivalent to the height of the P on all sides of the Popeyes logo. LOUISIANA KITCHEN 1.25" 1" The lozenge is the same width as the Dancing Letters. Note: The registered trademark symbol ( ) is an essential part of the Popeyes logo. It is located at the bottom right of the S. "Louisiana Kitchen" is T a registered trademark, it is a common phrase and CANT be registered. The Louisiana Kitchen lozenge was created for use in limited space situations that require a horizontal logo, such as signage, uniforms, wearables and promotional items. ALWAYS use the registered trademark symbol ( ) on the Popeyes name. NEVER use a TM symbol. Using an apostrophe before the s is T acceptable under any circumstances. The proportion of the logotype to the tag line lozenge should T be altered. The two-colored version uses the PMS 165 orange and PMS 187 red. Fleur de Lis must ALWAYS be PMS 165 orange in two-colored logo version. One-color versions should ONLY be used in applications where one ink color is available for printing. PMS 165 orange and 100% black are the ONLY approved colors for single-color applications. 11

12 unapproved colors LO UI SIAN A KI TC HE N unapproved color combination LO UI SIAN A KI TC HE N photograph or pattern backgrounds with use of logotype LOUISIANA KITCHEN vertical or horizontal scaling of the letterforms LO UI SIAN A KI TC HE N cropping of the logotype LOUISIANA KITCHEN creation of graphical design elements using the logotype LO UI SIAN A KI TC HE N LO UI SIAN A KI TC HE N LO UI SIAN A KI TC HE N LO UI SIAN A KI TC HE N LO UI SIAN A KI TC HE N LO UI SIAN A KI TC HE N LO UI SIAN A KI TC HE N LO UI SIAN A KI TC HE N LO UI SIAN A KI TC HE N LO UI SIAN A KI TC HE N outlining of the logotype in any color drop shadows LO UI SIAN A KI TC HE N DO T do this to the Louisiana Kitchen Lozenge Logo Listed above are a few examples of what T to do with the Popeyes lozenge logo. The letterforms or placement should NEVER be altered in any situation. NEVER use a TM symbol on the Popeyes name. Louisiana Kitchen is not trademarked, DO T place any trademark symbols on it. Popeyes NEVER incorporates an apostrophe before the s. The logotype with tagline lock-ups should NEVER be altered. The lozenge logo should not be sized smaller than 1.25 inches in width. PMS 165 orange, black, white are the ONLY approved colors. It should NEVER be shown in any unapproved colors. The lozenge logo should T be placed on a background that hinders its readability. It should T be used as a graphic design pattern, outlined or cropped in any manner. DO T outline or crop in any manner. 12

13 Color Palette

14 Primary Colors PMS 165 orange C:0, M:59, Y:96, K:0 R:245, G:132, B:38 F58426 PMS 187 red C:0, M:100, Y:79, K:20 R:196, G:18, B:48 C41230 The primary Popeyes corporate colors are PMS 165 orange and PMS 187 red. These are the colors used in all of the official Popeyes brand logos. CMYK screen mixes are designated for each color swatch for the situations where a PMS ink is not available. Please refer to the Logo and Tagline Usage section of this manual for examples of how these colors are used within the logos. 14

15 Secondary Colors Black C:0, M:0, Y:0, K:100 R:0, G:0, B: PMS 451 C:33, M:28, Y:58, K:0 R:178, G:169, B:126 B2A97E White C:0, M:0, Y:0, K:0 R:255, G:255, B:255 FFFFFF PMS 469 C:0, M:52, Y:100, K:62 R:121, G:68, B: PMS 1817 C:0, M:90, Y:100, K:66 R:111, G:18, B:0 6F1200 PMS 187 red C:0, M:100, Y:79, K:20 R:196, G:18, B:48 C41230 PMS 165 orange C:0, M:59, Y:96, K:0 R:245, G:132, B:38 F58426 PMS 137 C:0, M:35, Y:90, K:0 R:251, G:176, B:52 FBB034 PMS 123 C:0, M:24, Y:94, K:0 R:255, G:196, B:37 FFC425 Primary Color Red Primary Color Orange PMS 350 C:79, M:0, Y:100, K:75 R:0, G:71, B: PMS 347 C:100, M:0, Y:86, K:3 R:0, G:161, B:96 00A160 PMS 346 C:55, M:0, Y:47, K:0 R:115, G:198, B:161 73C6A1 PMS 2956 C:100, M:38, Y:0, K:64 R:0, G:58, B:99 003A63 PMS 301 C:100, M:45, Y:0, K:18 R:0, G:101, B:164 C K PMS cyan C:100, M:0, Y:0, K:0 R:0, G:174, B:239 00AEEF PMS 511 C:60, M:100, Y:45, K:30 R:98, G:27, B:75 621B4B PMS 528 C:41, M:55, Y:0, K:0 R:156, G:125, B:185 9C7D89 The secondary colors are to be used in support of the primary colors. The colors listed above and the primary colors are the only ones to be used with any Popeyes brand materials. These colors are for use in menu platforms, store signage, special promotion and other forms of advertisement. CMYK, RGB and HEX mixes are designated below each color swatch for the situations where a PMS ink is not available. DO T deviate from the formulas provided. The Popeyes logos, Dancing Letters, lock-up logo or lozenge logo should NEVER be used in any of the second-tier colors. 15

16 Typography

17 Popeyes Typeface Usage Typeface Family Application Usage Belizio Bold Belizio Black Headline Headline Official Popeyes external communications (i.e. point of sale materials, direct mail, bounce backs) Official Popeyes external communications (i.e. point of sale materials, direct mail, bounce backs) VENEER Headline External merchandising applications (i.e. coupons) Metro Two Medium Metro Two Black Headline and Subheading Copy Official Popeyes external communications (i.e. point of sale materials, direct mail, bounce backs, coupons) Official Popeyes external communications (i.e. point of sale materials, direct mail, bounce backs, coupons) Futura Bold Headline Price point font for point of sale merchandise Interstate Copy Internal communications and Investor Relations Verdana BLOCKHEAD Copy Broadcasting PowerPoint presentations, online communications and electronic documents when there is a possibility of Metro Two not being available Broadcast communications and informal internal communications (BEGE and Popeyes Fanatics) ONLY. Permission to use elsewhere must be obtained through Creative Services. Popeyes does not own these typefaces and cannot give you rights to use them. It is your responsibility to ensure that you obtain the proper licensing rights to use the fonts specified for use in our communications prior to using them. If you have any questions about font usage, contact Popeyes Creative Services at: CreativeServices@Popeyes.com. 17

18 Graphic Elements

19 Louisiana Kitchen Seal Lock-up logo : LOUISIANA KITCHEN SEAL WITH LOGOTYPE two-color version PMS 165 orange PMS 187 red L Note: The center of the circle should remain white at all times. One-color version PMS 165 orange L L Note: Always leave a clear space equivalent to the height of the L on all sides of the Popeyes logo. L Note: The registered trademark symbol ( ) is an essential part of the Popeyes logo. It is located on both the seal and logotype. See previous guidelines for positioning. One-color version 100% black Cropping examples 0.5" The seal is an icon, T the company logo. It is a graphic element and should ONLY be used with the Dancing Letters logo incorporated into the canvas. ALWAYS use the registered trademark symbol ( ). NEVER use a TM symbol. The Seal is used as a watermark and in background artwork. The two-colored version uses the PMS 165 orange and PMS 187 red. Fleur de Lis must ALWAYS be PMS 165 orange in two-colored logo version. One-color versions should only be used in applications where one ink color is available for printing. PMS 165 orange and 100% Black are the ONLY approved colors for single-color applications. The center of the seal should be white. The ONLY exception is for wearables, which for technical reasons may be the color of the fabric. If used on wearables, the Dancing Letters logo MUST be included on the garment, on the sleeve or back of shirt. The Louisiana Kitchen Seal should T be sized smaller than 0.5 inches in width. The dancing P should always be fully visible when cropping the seal. 19

20 unapproved colors rotation of elements within the seal. unapproved color combination creation of graphical design elements using the logotype drop shadow rotation or alignment of the seal as a whole. outlining of the logotype in any color text other than Louisiana Kitchen in the circle. DO T do this to the Louisiana Kitchen Seal The seal is an icon, T the company logo. It is a graphic element and should ONLY be used with the Dancing Letters logo incorporated into the canvas. ALWAYS use the registered trademark symbol ( ). NEVER use a TM symbol. The Seal is used as a watermark and in background artwork. The two-colored version uses the PMS 165 orange and PMS 187 red. Fleur de Lis must ALWAYS be PMS 165 orange in two-colored logo version. One-color versions should only be used in applications where one ink color is available for printing. PMS 165 orange and 100% Black are the ONLY approved colors for single-color applications. The center of the seal should be white. The ONLY exception is for wearables, which for technical reasons may be the color of the fabric. If used on wearables, the Dancing Letters logo MUST be included on the garment, on the sleeve or back of shirt. The Louisiana Kitchen Seal should T be sized smaller than 0.5 inches in width. The dancing P should always be fully visible when cropping the seal. 20

21 Fleur de Lis Graphic Tilt examples, 10 Cropping examples The Fleur de Lis icon is a secondary graphic, T a company logo and should ONLY be used in conjunction with other Popeyes logos. The artwork shown on this page is the approved Fleur de Lis. This artwork is available from Popeyes Creative Services. DO T substitute other artwork or create your own. NEVER use in any unapproved colors or combinations of the approved colors. See color palette section for color options. Almost all of the center and the entirety of one of the side petals should always be visible when cropping the Fleur de Lis. The Fleur de Lis should be vertical or tilted to 10 in either direction. 21

22 Louisiana Kitchen Seal and Fleur de Lis Watermarks BUY GET PCS Reg Side & Biscuit 3at regular menu price PCS Reg Side 2& Biscuit FREE LIMITS MAY APPLY. SEE STORE FOR DETAILS AFC Enterprises, Inc. The Louisiana Kitchen seal and Fleur de Lis may be used as a watermarks on distressed or solid color backgrounds. The watermark is primarily positioned in a corner, middle or running off of the page. The dancing P should ALWAYS be fully visible when cropping the seal. A watermark should ONLY appear once on a background. Watermarks should NEVER be used as a pattern. The watermark is black set to 30% opacity, using the multiply effect in Adobe software. 22

23 Popeyes Kids Logo Popeyes Kids logo Full color version X X X X Note: Always leave a clear space equivalent to the width of the circle on the exclamation point on all sides of the logo. Note: The registered trademark symbol ( ) is an essential part of the Popeyes logo. It is located on both the seal and logotype. See previous guidelines for positioning. One-color version 100% Black X 0.5 The Popeyes Kids logo is used for kids and family marketing. Using an apostrophe before the s is not acceptable under any circumstances. This page shows color and singlecolor applications. The look of the logo should not be replicated for anything other than kids marketing. Popeyes is the trademarked name of the company. The logotype should not be sized smaller than 0.5 inches in width. Always use the registered trademark symbol ( ) NEVER use a TM symbol. The Dancing Letters logo or lock-up logo should appear in its entirety at least once on all communications or marketing materials. The logo has been specifically created for Popeyes. DO T under any circumstances attempt to match these letterforms with other typefaces. This will ensure the consistent use of the logo in all applications. 23

24 Backgrounds

25 Distressed Color Backgrounds Distressed backgrounds in approved colors. We have created distressed backgrounds available in a range of colors in our color palette. These backgrounds have been a mainstay in the visual look of Popeyes for a number of years and are very versatile for all of our communications. Solid Color & Gradient Backgrounds PMS 187 red PMS 165 PMS 123 PMS 350 PMS 2965 PMS 526 PMS 1817 to PMS 187 red PMS 167 orange to PMS 123 PMS 350 to PMS 347 PMS 2956 to PMS cyan PMS 511 to PMS 528 Backgrounds may be colored with solid colors or approved gradations. Gradations add depth and dimension ONLY use the approved color gradients shown here. DO T gradate to white. when not using a distressed background. Gradations may only incorporate a darker color to a lighter color in the same family in our approved color list. Linear and circular gradations are acceptable. Use gradations sparingly. 25

26 Photography

27 Food Photography Our food is NEVER to be depicted in Black and White. DO T place graphics over or cover the food with graphics or text. Focus is on the food product. Photography should support communication the message in the piece. COMING SOON! COMBO Gumbo & Regular Drink 000 $ Price plus applicable tax AFC Enterprises, Inc. P BOXISU IANA CATER YOUR... CATER THE FLAVOR! REHEARSALS SOME BIRTHDAYS REAL GRADUATIONS GET-TOGETHERS WEDDINGS CONCERTS OFFICE LUNCHES MEETINGS FAMILY REUNIONS PARTIES HOMECOMINGS TAILGATING LOU 0000 Anywhere Rd Everywhere, TX Phone: Fax: Anywhere Rd Everywhere, TX Phone: Fax: Anywhere Rd Everywhere, TX Phone: Fax: Anywhere Rd Everywhere, TX Phone: Fax: Anywhere Rd Everywhere, TX Phone: Fax: Only approved food photography may be used. DO T photograph your own Anywhere Rd Everywhere, TX Phone: Fax: PCS MIXED Credit Cards Accepted: 2 Lg Sides 7 Biscuits 1999 $ ONLY For a store location nearest you please visit We make every effort to ensure that our images represent our brand and our food consistently. Match-proofs MUST BE sent to printers/publishers for proper color matching. RELEASES It is your responsibility to ensure that the proper usage rights have been obtained prior to image usage. PICNICS CORP-PD-4 Price plus applicable tax AFC Enterprises, Inc. For a limited time only at participating restaurants. Prices and menu items subject to change AFC Enterprises, Inc. CATERING Popeyes bold, craveable food photography communicates the quality of our menu selections and entices guests to purchase meals in our restaurants. Listed below are guidelines for the usage of our food photography: 3 TENDERS Reg Side Biscuit ONLY 3 $ 99 14PCS OR TENDERS 2 Lg Sides 7 Biscuits ONLY Present coupon when ordering. One coupon per customer per visit. Void where prohibited. Not valid with any other offer. Good at participating Popeyes only. CORP-BB AFC Enterprises, Inc. OFFER EXPIRES: 10/23/ $ Present coupon when ordering. One coupon per customer per visit. Void where prohibited. Not valid with any other offer. Good at participating Popeyes only. CORP-BB AFC Enterprises, Inc. OFFER EXPIRES: 10/23/11 Price plus applicable tax AFC Enterprises, Inc. UP SIZE YOUR DRINK 3 PCS Leg Wing Thigh COMBO 0 $ 00 FOR Includes Reg Side, Biscuit & Reg Drink 000 $ MORE! Price plus applicable tax AFC Enterprises, Inc. Price plus applicable tax AFC Enterprises, Inc. 27

28 Marketing Taglines

29 Marketing Taglines The Love That Chicken! tagline is USED ONLY in conjunction with our bone-in chicken offerings. In promotional and marketing materials outside of the store, a Popeyes logo should be present with the use of the Love That Chicken! tagline. DO T under any circumstances attempt to match these letterforms with other typefaces. One-color versions should ONLY be used in situations where one ink color is available for printing. PMS 165 orange, 100% black or white are the ONLY approved colors for single-color applications. The tagline is also an audio identifier for Bonafide/bone-in chicken offerings. Bonafide is a menu platform used to distinguish our bone-in offerings. Bonafide conveys the quality and authentic preparation of our chicken marinated for 12 hours in Louisiana spices, then hand-battered and breaded, and served fresh. Bonafide is used in body copy as a product and platform descriptor for bone-in chicken items. The Bonafide graphic at the top of the page should be used on menus and in promotional materials. The bottom two logos show how to incorporate the word Bonafide into specialty items and promotions. The Louisiana Fast tagline is used in broadcast advertising only for non bone-in offerings, i.e. seafood or handcrafted tenders. The graphic element shown here has been specifically created for Popeyes for broadcast usage. DO T under any circumstances attempt to match these letterforms with other typefaces. DO T use in print. The tagline is a sign-out at the end of broadcast advertising DO T use without the registration mark ( ). Permission to use the Louisiana Fast artwork MUST be obtained through Creative Services. Note: The registered trademark symbol ( ) is an essential part of the logo. 29

30 Trademarks

31 Trademarks and Copyright Attribution in the United States Trademarks Copyright Attribution In January 2014, AFC Enterprises, Inc. formally changed its name to Popeyes Louisiana Kitchen, Inc. The following is a list of some of Popeyes more frequently used United States trademarks and servicemarks, along with their appropriate notice symbols. POPEYES POPEYES LOUISIANA KITCHEN BONAFIDE LOUISIANA FAST POPEYES BONAFIDE CHICKEN LOVE THAT CHICKEN FOOD WITH ATTITUDE FLAVOR KREWE SWEET HEAT CATER THE FLAVOR CAJUN SPARKLE GARDEN DISTRICT SALADS Trademarks and servicemarks, along with their appropriate notice symbols, are updated frequently. Please contact Creative Services or Corporate Legal for the most up-to-date trademark information. Popeyes never incorporates an apostrophe before the s. This is done for legal reasons. Popeyes is the trademarked name of the company; therefore, using an apostrophe is T acceptable under ANY circumstances. Third-party trademarks Use notice symbols and give formal attribution to any third-party trademarks featured in Popeyes Louisiana Kitchen, Inc. or Popeyes branded communications. For example: Minute Maid and Fanta are registered trademarks of The Coca- Cola Company. The copyright notice identifies Popeyes Louisiana Kitchen, Inc. as the owner of marketing and communications materials we produce or publish in any medium. It includes the year the materials are published and appears at the end of the document. Always use the following copyright notice on all Popeyes Louisiana Kitchen, Inc. and Popeyes brand communications. [insert year here] Popeyes Louisiana Kitchen, Inc. If copyrighted communications include elements of a previous year s work, then include both years in the copyright notice. For example: Popeyes Louisiana Kitchen, Inc. Copyright regulations vary from country to country, so be sure to verify the appropriate verbiage for your region. Popeyes Louisiana Kitchen, Inc. copyright attribution Trademark attributions (also referred to as legal lines) are written statements that identify various ownership rights. These statements generally follow the copyright notice language. However, when the Popeyes name or logo is used in any communication, use the following statement in a clear, easily readable position: Popeyes and the Popeyes logo are trademarks of Popeyes Louisiana Kitchen, Inc. All rights reserved. Copyright notice with trademark attribution Always use the following basic copyright notice and trademark attribution statement in all Popeyes Louisiana Kitchen, Inc. or Popeyes branded communications: [insert year here] Popeyes Louisiana Kitchen, Inc. Popeyes and the Popeyes logo are trademarks of Popeyes Louisiana Kitchen, Inc. All rights reserved. 31

32 Confidentiality Statement The information provided within the Popeyes Brand Standards update is provided to you for use in your work and/or relationship with Popeyes. The content within this document is confidential and proprietary information of the Popeyes system. Pursuant to the confidentiality provisions of your agreement(s) or employment with Popeyes, you shall agree to treat such information as confidential and to take all reasonable efforts to keep the information confidential at all times. The Popeyes Brand Standards shall not, at any time, be copied, duplicated, recorded, or otherwise made available or communicated to any unauthorized person or entity, without the prior consent of Popeyes Louisiana Kitchen, Inc. 32