Employment Brand Standards and. Inspiration Guide

Transcription

1 Employment Brand Standards and Inspiration Guide experiencepg 1

2 Table of Contents Why Brand Standards for Employment? It s all about the IDEAS Tone: Campaign - Copy - Design Idea Samples What About My Global Region Needs? Design Elements 2

3 Why Brand Standards for Employment? The standards contained here will keep all communications consistent with the employee experience and the P&G career offering around the world. Graphics, colors, typography, logo, and copy tone all represent the brand, but the brand at its core is our promise, how we define ourselves as an organization, and what we offer within the career experience. Without a consistent campaign, no one will know what to believe. 3

4 It s all about the IDEAS. Be bold, make a statement. Be unexpected. Provide insight. Inspire. The campaign is meant to be flexible by leveraging specific P&G stories, facts, factoids, people, etc. and/or emphasizing key Points of Differentiation (POD s) and Points of Parody (POP s). The Brand Equity Pyramid is essential to our purposes and our messages. We are not talking funny for funny s sake, creative for creative s sake, or clever for clever s sake. Every execution should leverage and communicate one or more equity points from the brand pyramid (see your local P&G representative for this document). So the real trick is in the execution. Brainstorm what is the most Interesting / Creative / Entertaining / Insightful way to get your point across to the reader/viewer. 4

5 Employment Brand Standards and Inspiration Guide ENTERTAIN, EXCITE, ENLIGHTEN A.K.A.: How We Engage the Millennial Audience OVERALL TONE It s not just what we say, but how we say it verbally and visually. Tone is critical with this audience. Millennials don t want to be advertised to. They want to be entertained, excited and enlightened. So our campaign will use humor, wit, excitement, energy, and attitude to engage them and, in turn, portray P&G as a highly attractive place to spend their day/career. In other words... Safe, standard, seen before, done to death, generic NO! New, different, unexpected, funny, clever, imaginative, thought-provoking YES COPY TONE Writing should be energetic, smart, clever, quick, and to the point. Where appropriate, always talk directly to an individual, and not at a person or candidate. Again, we are trying to engage and persuade by entertaining, exciting and enlightening. DESIGN TONE We need to resonate with this audience to get noticed. We re talking about a group that has a very high visual acuity video games, content heavy social websites, high-def DVDs, and the modern day media onslaught wherever they go. To break through, our designs will challenge the audience s perceptions through bold color, typography, and a flexible organization of graphic elements. 5

6 Employment Brand Standards and Inspiration Guide Idea Elements 1 - UNEXPECTEDNESS Every execution in the campaign is intended to inform millennials about something unexpected. We want them to be left saying, I wouldn t expect that from P&G, or Hey, that s really cool, or Hey, that s something I want to be a part of. P&G name isn t known, but the brands are Amount of mobility that exists within such a large co. Technologies behind the products Execution/style of creative - bold, insightful Sustainability efforts (Dirty River project, for example) Unexpected Friendships and experiences that will follow you into old age Project challenges you will encounter Means of communication to get this message (mobile, blogs, guerilla, etc) Stereotypical big corporate culture doesn t exist here How products link to eachother, built through progressive learning Caring, supportive, build from within, hire the person not the position 6

7 Employment Brand Standards and Inspiration Guide Idea Samples Brochure Design create extraordinary moments every day. careers with US.experiencePG.com Global Leadership with 25 Billion Dollar Brands lead Developing Every Employee Into a Leader from Day 1 Best In-Class Training & Career Development From ordinary actions to extraordinary career potential It s hard to describe a culture as innovative and diverse as Procter & Gamble. For over 175 years, our purpose has gone way beyond our products and services. It s something rooted in the character of our people. Together, we re sparking creativity. Making an impact. Surpassing challenges. And creating ideas that touch and improve lives. Here, we begin with challenging work that ensures consumers ordinary actions become extraordinary moments. Moments that begin with you. Apply now at: US.experiencePG.com 7

8 Employment Brand Standards and Inspiration Guide Idea Samples Brochure Design From sleepless nights to the best sleep of their life. Hear that? Pure, uninterrupted silence, resulting in a happier and healthier baby. As a P&G scientist or engineer on Pampers, your work can help millions of babies develop stronger brains through a more sound night s sleep. And during the day, it s all about incredible technology and capabilities like our supersorber materials that rival space shuttle technology and our high speed, complex manufacturing systems that produce a new diaper every 1/10th of a second. Our Pampers teams have partnered with Cincinnati Children s Hospital and Medical Center to improve nearly 300,000 children s lives on 3 continents each year. Here, it doesn t matter which of our billion dollar brands you work on you re sure to find an opportunity to be an innovator every day. Now SCAN & WATCH NOW that s what we call a lasting effect on your career. Apply now at: US.experiencePG.com It s not about someday. Or next Monday. Or even one day down the road. It s all about the impact you re making today and every day. At P&G, you will build winning brands that consumers cannot live without, strategically partner with retailers, increase the profitability of our brands and inspire employees to perform at their peak. You ll accomplish more for consumers, communities, and your career than you ever thought possible. How do we make this a reality? Right from the start, you ll see a difference in the way From day one to days of making a difference. we develop our employees into world-class leaders. Every door you open will lead to training and mentoring opportunities with P&G business leaders. Our success depends on our people. In fact, you re our most important asset. With more than 300 brands worldwide, every day you ll play a part in providing extraordinary moments. We never underestimate the power that a simple action can have on people across the globe, and we never turn away from a challenge. Everything here starts with understanding our consumers needs and how our innovations can make their lives better. It s the details and daily actions that ultimately leave the biggest Hear Susan, Home Care External Relations Manager, speak about how Dawn is making the world a cleaner place and how she s giving back through meaningful volunteer work, too. impression on consumers and your career. SCAN & WATCH NOW Apply now at: US.experiencePG.com 8

9 Employment Brand Standards and Inspiration Guide Idea Samples Brochure Design From a simple idea to simply helping the world. There s power in the simplest everyday acts. Like doing a load of fresh laundry. Just ask the thousands of disaster victims who didn t have access to sanitary water and power. They were able to get back to some sort of normalcy thanks to Loads of Hope, which provides relief and clean clothes by means of a mobile laundromat. When you join Tide or any of our trusted brand teams, you will bring together communities and connect with people wherever and whenever they need it most. Brands that matter. Learn more how P&G focuses sustainability efforts on improvements that make a meaningful impact in people s lives. SCAN NOW Apply now at: US.experiencePG.com If you took away all of our factories and our money, but left us our people, we would rebuild the entire organization in ten years. If you left all our possessions and took only our people, we would be completely destroyed. Richard R. Deupree, P&G CEO, Explore these steps for finding success with P&G: APPLICATION Visit our website at to search and apply. After submitting your application, you will be contacted with further instructions. ASSESSMENT P&G uses online assessments to measure skills and accomplishments that generally do not emerge from interviews. These assessments are key data points to help us determine if P&G is a good fit for you. INITIAL INTERVIEW We use behavioral-based interviews to get to know you. Be ready to answer questions about your accomplishments and how you ve handled past situations. And be sure to ask us questions too. FINAL INTERVIEW/DAY VISIT More behavioral-based 1:1/panel interviews that go into greater detail about your skills and experiences. Most final interviews occur at a P&G location, giving you more interaction with the Company and our people. REASONING TEST You may be asked to take our paper-andpencil Reasoning Test that lasts around 65 minutes and is delivered on campus or as part of your final interview. OFFER Congratulations. This is a tremendous opportunity to grow alongside highly talented people while facing new and exciting challenges every day. Apply now at: US.experiencePG.com 9

10 Employment Brand Standards and Inspiration Guide Idea Samples 10

11 Employment Brand Standards and Inspiration Guide Idea Samples Templates We ve engineered FAKE SWEAT. Now that s really cool. US.experiencePG.com Sometimes beauty isn t pretty. Just ask our R&D beauty scientists who engineered synthetic human sweat to better test our perfume products. So If you re worried about finding innovative challenges once you graduate, don t sweat it, P&G is hiring. FOR CAREER INFORMATION VISIT US ON CAMPUS: Thursday, November 20, :00 pm - 5:00 pm Union Hall, Room 2112 Headline: We ve Engineered Fake Sweat. Now That s Really Cool. Copy: Relates to headline and simply pays off the headline. Visual: A work related/chemistry related visual preferably including a person. Beauty/grooming related brands should also be highlighted. HELP FIGHT everything from stinky socks and stains to dirty water around the world. experiencepg.com Around the world, millions become sick and even die every year simply because they drank from the only lakes, rivers, streams and other water supplies available to them. Find this hard to stomach? Good, then you could be ready for a career with P&G. FOR CAREER INFORMATION VISIT US ON CAMPUS: Thursday, November 20, :00 pm - 5:00 pm Union Hall, Room 2112 Headline: Help Fight Everything From Stinky Socks and Stains to Dirty Water Around the World. Copy: Emphasizes global sustainability equity point. Visual: Third world villagers showcasing the PUR product. Detergent/Cleaning brands should also be highlighted to pay off the stinky sock and stains reference made in the headline. 11

12 Employment Brand Standards and Inspiration Guide Idea Samples Templates Headline: Our Interns don t make coffee. They make an impact. OUR INTERNS DON T MAKE COFFEE. THEY MAKE AN IMPACT. Work on challenging projects from day one. At P&G, we don t ask our interns to make coffee, nor do we create silly jobs so they have something to do. Instead, our interns work on challenging projects right away. Like Jennifer, who is planning a new Wella hair care promotion based on the online loyalty survey she conducted, and Frederick, who managed to get Pringles Select listed with Carrefour. With nearly 300 of the world s most trusted brands and exciting projects across our business, P&G is sure to have a great internship for you. For information on our INTERNSHIP PROGRAM visit And read about Frederick and Jennifer! Copy: Speaks about an equity point - challenging projects from day one. Visual: Primary: A Male or Female in their early twenties. Secondary: an array or a few brands in order to give a visual example of what kind of brand projects you could be involved with. REAL- WORLD PROJECTS even when you re brand new. experiencepg.com From day one at P&G, you ll help develop or support exciting brands you know, while working on projects that have a direct impact on a global, $80 billion business. FOR CAREER INFORMATION VISIT US ON CAMPUS: Thursday, November 20, :00 pm - 5:00 pm Union Hall, Room 2112 Headline: Real-World Projects even when you re brand new. Copy: Speaks about an equity point - challenging projects from day one. Visual: Primary: A Male or Female in their early twenties. Secondary: an array or a few brands in order to give a visual example of what kind of brand projects you could be involved with. 12

13 What about my region s needs? This campaign is about stories and getting your audience involved in them to understand what makes P&G a great place to work. This campaign is about expressing points of differentiation and points of parody that express who P&G is as an employer. This creative shown here is ONLY THE BEGINNING. Be inspired by it to understand the strategy and express what makes your region special. 13

14 Design Elements Elements can be sourced from P&G s internal brand site located at Contact your local P&G representative for access. Corporate brand standards have been attached to this document for your convenience. 14

15 Phase Forward P&G Corporate VIS ID

16 Decision Tree or Corporate Communication Communication for the P&G Company Brand Communication Multi-brand or singlebrand communication Formal Communication used to set a formal, official tone Examples: Shareholder meetings, annual report, financial discussions, governance relations, year end meetings, OGSM Informal Communication used to set an informal, approachable tone Examples: signoff, internal presentations, personality expressions Internal For internal viewing, business to business Internal or External Examples: Internal presentations, personality expressions, signoffs External For external viewing by consumers Examples: Single or multi-brand campaign touchpoints including websites, print or other advertising The logos showcased on this page are for P&G company communication. As an exception, we will continue to use the P&G medallion logo for the Olympics due to the IOC timelines and approval process. Page 1

17 Logo Variations Logotype It is the preferred and primary expression of the company for all formal communication where we are striking an official tone in places such as the Annual Report, Shareholder meetings, etc. Phase Logo The P&G Phase Logo is a compliment to our P&G Logotype. The blue phase helps the P&G Logotype stand out from the clutter and establishes a more dynamic expression for P&G. The Phase Logo should be used: In informal communication for our company where we are striking a more informal, approachable tone for things such as signoffs, internal presentations or personality expressions. For all single-brand and multi-brand communication including single brand websites, print or other advertising; multi-brand commercial innovations, etc. Wordmark The Procter & Gamble Wordmark is for limited use and application. It alludes to P&G s history and heritage while adding humanity to our company. The wordmark could be used items such as, but not limited to, heritage communication or materials that celebrate our history. Page 2

18 Logo Combinations There may be instances when you want to connect P&G with Procter & Gamble. The executions shown below could be used in places where you want to reinforce the Procter & Gamble name. It may be especially useful on television tagging if you do not have an audio voiceover to reinforce Procter & Gamble. Logotype with Wordmark Phase Logo with Wordmark Page 3

19 Selling Line P&G s selling line can be used to express P&G s equity. If you are communicating a corporate expression for the company (not part of a specific campaign), this is the tagline you should use. 1.5a a 1.5a 1.5a a 1.5a a = the cap height of Clear space is the area surrounding the P&G Selling Line that must always be free of any text or graphic elements. It is defined by the measurement "a" and is equal to the height of the ampersand in the P&G Logo, as shown. The P&G Selling Line should always be surrounded by ample clear space. The minimum amount of clear space required around the P&G Selling Line is 1.5a, as shown. Whenever possible, allow for more clear space than this minimum requirement. Page 4

20 Logo Minimum & Clear Space Logotype* Clear Space is the area surrounding the logo that must always be kept free of any text or graphic elements. It is defined by the measurement "a", and is equal to the height of the ampersand in the logo, as shown. The P&G Logo should always be surrounded by ample clear space. The minimum amount of clear space required around the P&G Logo is 1.5a, as shown. Whenever possible, allow for more clear space than this minimum requirement. *These clear space specifications are in terms of copy (not background graphic elements). Logotype Lock-up Clear space for logo lock-ups used in various MDO and GBU business units, as well as the P&G Corporate functions and country logo lock-ups. This Logotype clear space is the area surrounding the logo when it is used within one of these lock-ups with other type. It is defined by the measurement "a", and is equal to the height of the ampersand in the logo, as shown. The minimum amount of lock-up clear space required around the Logotype is.5a,.25a and.5x, as shown. 1.5a a 1.5a a = the height of x = the width of.5a a.25a.5x x.5x a = the height of x = the width of.5x x.5x Logotype Lock-up Examples Page 5

21 Logo Minimum & Clear Space Phase Logo* Clear Space is the area surrounding the Phase Logo that must always be kept free of any text or graphic elements. It is defined by the measurement "x", and is equal to the height of the Phase, as shown. The P&G Phase Logo should always be surrounded by ample clear space. The minimum amount of clear space required around the P&G Phase Logo is.5x, as shown. Whenever possible, allow for more clear space than this minimum requirement. Phase Logo Lock-up This Phase Logo clear space is the area surrounding the logo when it is used within a lock-up with other type/graphics i.e. Personality Expressions. The clear space is defined by both the measurement "a", equal to the height of the ampersand in the logo, as well as x, which is equal to the height of the Phase. The minimum amount of lock-up clear space required around the Logotype is.5x and.5a, as shown. *These clear space specifications are in terms of copy. The Phase Logo can interact with background graphics, and photography, as well as, the mosaic graphics. See page 4 and 5 for examples..5x.5a.5a a = the height of x = the width of.5x.5x.5x x Phase Logo Lock-up Example.5x x.5x x = the width of Fabric Care Page 6

22 Logo Minimum & Clear Space 1.5a a 1.5a 1.5a 1.5a a = the height of Wordmark* Clear Space is the area surrounding the logo that must always be kept free of any text or graphic elements. It is defined by the measurement "a" and is equal to the height of the ampersand in the logo, as shown. The Procter & Gamble Logo should always be surrounded by ample clear space. The minimum clear space required around the logo is 1.5a, as shown. Whenever possible, allow for more clear space than this minimum requirement. *These Clear Space specifications are in terms of copy (not background graphic elements). Page 7

23 Logo Minimum Size When using the logos at minimum size, consult your separator, printer and P&G brand contacts to ensure you re meeting all print specifications. Minimum Width.25 Optimal Minimum Width.75 Minimum Width 1 Packaging Minimum Width.5 Page 8

24 Logotype Placement Formal Corporate Communication Formal corporate communication always uses the P&G Logotype. The P&G Logotype must be placed in one of the four corner zones or placed on a compass point of your artwork/document as illustrated below. Examples: Vertical formats Placement with Mosaic graphic Placement with background graphics on a compass point Placement with full bleed image within one of the four corner zones Horizontal formats Page 9

25 Phase Logo Placement Informal Corporate Communication and Brand Communication Informal corporate communication and brand communication always uses the P&G Phase logo. Place the Phase Logo in one of the four corner zones of your artwork/document, as shown. Examples: Vertical and Horizontal formats Placement with background graphics Placement with full bleed image When used with the Mosaic graphic, place the Phase Logo on the arc of the Mosaic graphic, as shown. Examples on arc: Vertical and Horizontal formats Placement on Mosaic arc - Single brand Placement on Mosaic arc - Multi brand Page 10

26 Wordmark Placement The Procter & Gamble Wordmark can live in one of the four corners of your artwork/document. One of the four corners placement Example: Celebrating 175 years of improving life every day Placement on heritage poster Page 11

27 Logotype Do Not s To preserve the integrity of the P&G Logo, never alter the approved configurations or deviate from the reproduction standards detailed in these Brand Guidelines. Do not distort P&G logotype. Do not use different letters in the P&G logotype to create a new name. Do not reposition the letters of the P&G logotype. Do not use a letter from the P&G logotype to create a new graphic. Do not change the scale of the letters in the P&G logotype. Do not modify the color configuration of the P&G logotype. Do not cut or crop the P&G logotype. Do not frame the P&G logotype. P&G Do not outline the P&G logotype. Do not reproduce the P&G logotype in an unauthorized color. Do not re-create or redraw the P&G logotype. Page 12

28 Phase Logo Do Not s To preserve the integrity of the P&G Logo, never alter the approved configurations or deviate from the reproduction standards detailed in these Brand Guidelines. P&G Do not rotate logo. Do not recreate or redraw the phase logo. Do not outline the phase logo. Do not skew or distort P&G within the phase logo. Do not rotate P&G within the phase logo. Do not stretch logo. Do not change the color of the phase logo. Do not change the color of P&G inside the phase logo. Do not use any other versions of the phase with the P&G inside. Page 13

29 Wordmark Do Not s To preserve the integrity of the Procter & Gamble Logo, never alter the approved configurations or deviate from the reproduction standards detailed in these Brand Guidelines. Procter&Gamble Do not use the Procter & Gamble Logo inside the Phase Logo. Do not outline the Procter & Gamble Logo. Do not reproduce the Procter & Gamble Logo in an unauthorized color. Do not re-create or redraw the Procter & Gamble Logo. Do not skew or distort Procter & Gamble Logo. Do not change the letters of the Procter & Gamble Logo to create a new name. Do not reposition the letters or words of the Procter & Gamble Logo. Do not abbreviate the Procter & Gamble Logo to create a new graphic feature. Do not change the scale of the letters or words in the Procter & Gamble Logo. Do not modify the color configuration of the Procter & Gamble Logo. Do not cut or crop the Procter & Gamble Logo. Do not frame the Procter & Gamble Logo. Page 14

30 Phase Logo Placement Multiple Brand Logos When creating this lockup, contact the Brand Design Manager to ensure the correct brand logo is used. Logos provided here are for design intent only. Preference is for brand logo lockups to be used on a white background. Multi-Brand The multi-brand expression brand logos can be modified to fit user needs; the compilation can include up to 9 logos and as few as 2 logos. The multibrand compilation should always be place within the lower 25% of your layout. This will help as a foundational design element. Spacing All the brand logos are divided by 1.5 the height of the & within the Phase Logo All the brand logos are visually centered vertically based on the center point of the Phase Logo Page 15

31 Mosaic Inspiration P&G s first logo was a star, and it later evolved into a moon and stars. Our visual identity has always paid homage to the original logo and the phases of the moon. Our visual identity has been and continues to be a reflection of P&G s unique ability to touch the lives of consumers throughout the phases of their day, their lives and across generations. Before 2003 Former P&G logos The graphic interpretation of the phases of the moon. Today The mosaic graphic which includes the crescent inspired by the phases of the moon. Page 16

32 Mosaic Templates Use these templates for your design executions. These templates are available for download from the P&G Visual Identity website. Input your own photography/supporting visuals. A P&G logo must always be placed within your execution. Review the decision tree to decide which logo (the Logotype or the Phase Logo) is right for your execution. B D A B+3 C E Page 17

33 Mosaic Grid Mosaic Grid is a composition of circles inspired and informed by P&G s heritage and our moon and star logo. This new system reflects the diversity and personality of the company as a whole as well as its individuality, shown through its graphic depiction of light and overlapping elements, which are both individually and collectively interesting. The system can hold color, photography or copy which allows the flexibility to meet both internal and external expression needs. There are four main mosaic pieces: All Mosaic pieces must align with the grid. Full Half Quarter Crescent Mosaics can be horisontal or vertical Page 18

34 Mosaic Pieces The Mosaic is made of three phase pieces (full phase, half phase and quarter phase) as well as the crescent piece. Full Phase Half Phase top, bottom, left & right side Quarter Phase four quarters Crescent Phases left and right crescent full top q1 q2 left crescent bottom q3 q4 left side right side right crescent Page 19

35 Crescent Usage All Mosaic patterns must incorporate at least one crescent shape within the design. The crescent can either face left or right. It cannot be positioned horizontally, it will never face up or down. The crescent must always be a full crescent. It should never be sliced or divided into smaller crescent pieces. The crescent always lives inside a Mosaic circle. The crescent is always made out of a tone of the color of the Mosaic circle it lives in. If the Mosaic circle is blue, the crescent piece will a tone of blue. The crescent is always transparent. Page 20

36 Mosaic Grid Templates The mosaic templates shown here are available for use on your application. A B B+3 C D E Page 21

37 Mosaic Grid Do Not s To preserve the integrity of the Mosaic graphic, never alter the approved configurations or deviate from the reproduction standards detailed in these Brand Guidelines. Do not inadvertently create letters out of the mosaic pieces. Do not create pinwheel or flower shapes out of mosaic pieces. Do not rotate or put the mosaic graphic at a non 90 degree angle from the grid. Do not rotate the crescent piece to face up or down. Do not place two quarter pieces opposite each other. Do not combine mosaic pieces where the lighting comes from a single source. Do not use the same size mosaic piece repeatedly without breaking it up with another mosaic piece shape or photograph. These circles do not align on the grid. Do not deviate from the approved grid within this guideline. Page 22

38 Minimum 4:1 ratio Relative Proportions The directions on this page are guides, not hard rules, for the relative size and proportion of the P&G phase logo to the mosaic pattern. You should consider the format and context of your design, and ensure that the P&G logo is integrated in an acceptable way. Consider the story you are telling: If you are telling a corporate story about our company, the P&G phase logo should be prioritized in your design. If brands are your priority and P&G acts as an endorser, it may be acceptable for the P&G phase logo to play a less predominant role. Consider your format and layout: If you are designing a P&G powerpoint presentation, the P&G phase logo should be predominant enough that anyone in the audience can see and clearly take away the P&G branding. A general guide is that the P&G phase should be no smaller than one fourth and no bigger than one third the size of any related mosaic circle, but use your judgment to determine the best size/proportion for your layout. Maximum 3:1 ratio The Phase logo is placed overlaping the arc edge by 50% The Phase Logo can not be: Small in relation to the Mosaic Graphic Oversized in relation to the Mosaic Graphic Page 23

39 Color Palette for Mosaic Graphic P&G s diverse color palette celebrates the variety of our brands, our people and the world s consumers. P&G s blue family of colors are the primary corporate palette and should be predominant in corporate communications. Secondary colors can be used as complements to P&G s blue colors. Primary Corporate Colors (blues) Secondary Color Palette P&G Dark Orange PANTONE 158 C0 M64 Y95 K0 R255 G112 B0 P&G Medium Orange PANTONE 143 C0 M32 Y86 K0 R255 G184 B15 P&G Light Orange PANTONE 7506 C0 M7 Y23 K1 R249 G242 B209 P&G Dark Red PANTONE 032 C0 M90 Y60 K0 R254 G26 B14 P&G Medium Red PANTONE 177 C0 M58 Y38 K0 R255 G155 B153 P&G Light Red PANTONE 705 C0 M10 Y2 K0 R255 G222 B214 P&G Dark Blue PANTONE 293 C100 M68 Y0 K2 R0 G61 B175 P&G Medium Blue PANTONE 299 C86 M8 Y0 K0 R190 G240 B239 P&G Light Blue PANTONE 304 C36 M0 Y6 K0 R0 G153 B255 P&G Dark Green PANTONE 354 C89 M0 Y90 K0 R0 G176 B85 P&G Medium Green PANTONE 375 C47 M0 Y94 K0 R155 G212 B66 P&G Light Green PANTONE 365 C22 M0 Y36 K0 R219 G240 B173 P&G Dark Purple PANTONE 241 C33 M100 Y1 K2 R176 G1 B126 P&G Medium Purple PANTONE 231 C3 M58 Y0 K0 R235 G115 B196 P&G Light Purple PANTONE 250 C7 M26 Y0 K0 R255 G220 B242 Note: The color palette for the P&G company has not changed, it remains the same as the current palette. The mosaic graphic uses some but not all of the corporate color palette. The colors shown here are colors for use in the mosaic graphic. In lieu of the color(s) listed on this page, you may use the PANTONE colors cited, the standards for which can be found in the current edition of the PANTONE formula guide. The colors shown throughout these guidelines have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE publications for accurate color. PANTONE is a property of Pantone, Inc. P&G Black C0 M0 Y0 K100 R0 G0 B0 P&G Medium Grey C0 M0 Y0 K50 R127 G127 B127 P&G Light Grey C0 M0 Y0 K20 R204 G204 B204 Page 24

40 Color Palette with Gradients for use in the Mosaic Graphic The primary and secondary color palettes can utilize gradation as a way to bring dynamism into your design as well as into the Mosaic Graphics. Secondary Gradient Color Palette Single Color Gradient Primary Corporate Gradient Colors P&G Dark Orange P&G Medium Orange P&G Dark Red P&G Medium Red P&G Dark Green P&G Medium Green P&G Dark Purple P&G Medium Purple P&G White/ Dark Blue Gradient PANTONE 293 C100 M68 Y0 K2 R0 G61 B175 P&G White/ Medium Blue Gradient PANTONE 299 C86 M8 Y0 K0 R190 G240 B239 P&G White/ Light Blue Gradient PANTONE 304 C36 M0 Y6 K0 R0 G153 B255 Mixed Tone Gradient P&G Black P&G Medium Grey Mixed color gradients can be used based on the colors below. Colors are mixed Dark to Medium, Dark to Light, Medium to Light. All color mixes can only be used within the same color family. Page 25

41 Color Gradations Use subtle gradients to add a touch of interest to a page s background or illustration. This expands your design possibilities while staying within the P&G color palette. Consult with your printer to ensure that gradations can be printed in a way that meets design intent. A gradation is made from a single point within a layout. All gradations are made using a linear gradation out of a single P&G color or two P&G colors from the same family. All linear gradations start from one of the eight points illustrated here. Example 1 You can use P&G Dark Blue and lighter percentage of Dark Blue. Example 2 You can use P&G Dark Blue and P&G LightBlue within the same gradient. Within two color gradients both colors should come from the same color family. + = + = P&G Dark Blue 10% P&G Dark Blue P&G Dark Blue and 10% Dark Blue Gradient Mix P&G Dark Blue P&G Medium Blue P&G Dark and Medium Blue Gradient Mix Page 26

42 Color Gradations Light Source Saturated, solid colors serve as a base for the mosaic system. Use of light (subtle gradients) adds interest and dimension. Solid mosaic pieces combined with choiceful use of gradient pieces creates a dynamic look and feel. Individual pieces come together to form the mosaic pattern. Each individual piece of the mosaic should be designed using one light source (light source only comes from one direction). Each piece within the mosaic can use a different light source. When they are combined together they create a dynamic, illuminated graphic expression. Page 27

43 Color Usage P&G s equity color is blue, so it s important that your design maintains an overall blue impression. Be choiceful in the way you use our corporate blue color palette. Light colors create a less vivid and pastel-like appearance. Though there may be instances when light colors are appropriate for a particular audience or communication piece, use them sparingly to avoid creating a sense of diminished energy and impact. Use these colors in small amounts only, or in a layout that also utilizes the P&G dark colors to create contrast and impact. Gradation within each Mosaic piece always start from 80% to 100% of color (no less than 80%). Gradations may go down to 0% of color (white), but avoid using 0% too much to avoid from your layout looking pastel. 100% of color Color mix from 100% to 0% 0% of color Correct mix of Light and Dark colors. Don t use only light colors to create Mosaic graphic. Color mix from 100% to 100% 100% of color 100% of color Don t start a color mix below 80% 2012 Corporate Piece 60% of color 10% of color Page 28

44 Color Usage Do and Do Not s Do Not s Do Do not use a gradient that takes up less than 80% of a Mosaic piece. Do not use one color with a Mosaic piece concentrated to 20% or less. 20% of Mosaic piece 20% of Mosaic piece Use a gradient that spans color across 100% of a Mosaic piece with two colorsand no less than 80% when using white. 80% of Mosaic piece Do not Do Do not Do Do Page 29

45 Color Usage Mosaics with color background P&G s equity color is blue. It is important that all Mosaics utilize our blue equity color. Additional color combinations should be used cautiously in a way that does not detract from our corporate equity or minimize the blue impression. HEADLINE COPY GOES HERE HEADLINE COPY GOES HERE Using the same color family The following same color family combination can be used for a more subtle tonal look Combining two color families You have the option to combine P&G blue (light, medium or dark blue) with another color. Blue Family Red Family Orange Family Green Family Purple Family Blue Family Red Family + = Blue Family Purple Family + = Blue Family Orange Family Blue Family Green Family + = + = Page 30

46 How To Combine Color In Mosaic Below are ways to combine color into the Mosaic graphic. A single color family One color mosaic placed on white or a color background based on the rules detailed in these guidelines. Two color families P&G blues along with reds, oranges, greens and purples are the preferred 2 color combinations. Other color combinations are detailed on page 32. Page 31

47 How To Layer Color Into Mosaic Color can be layered into the Mosaic graphics in several ways. Below are ways to combine color together. Do Not s Do Layering color with transparency Layering color without transparency HEADLINE COPY GOES HERE HEADLINE COPY GOES HERE 100% White added to cover the color below Do not use red over blue with transparency. This creates a dark or muddy color that is not part of the P&G color palette. Combine red with blue without transparency. The colors below tend to work well when layering with transparency. To avoid dark or muddy looking colors you can add a solid white mosaic piece to hide one of the colors. The colors below work well together when backed with a white Mosaic piece. Blue Family Green Family + = Blue Family Red Family HEADLINE COPY GOES HERE Blue Family Orange Family HEADLINE COPY GOES HERE Blue Family Purple Family + = Do not use orange over blue with transparency. This creates a dark or muddy color that is not part of the P&G color palette. Combine orange with blue without transparency. Page 32

48 Phase Logo Placement Rules With Brand Website In the primary navigation bar top of site The Phase Logo lives in two places on P&G s brand website: 1. Primary Navigation Bar 2. As an endorser (a place where consumers are looking for credentials, typically near the bottom of the website) bottom of site Locked up with other endorser logos Page 45

49 Mosaic Color Do Not s To preserve the integrity of the Mosaic graphic, never use these color combination or deviate from the reproduction standards detailed in these Brand Guidelines. Do not combine mosaic pieces where the color forms a rainbow. Phase should be predominantly blue and never use more than two additional colors. Do not repeat the same color mosaic piece multiple times. (dark blue to medium blue again and again) Page 33

50 Packaging Applications All P&G brands are required to include the P&G logo on the back of package locked up with the company website (i.e., Maintain clear space around the logo and website where possible. The blue P&G phase logo should be used on back of packaging. Incorporation of the phase logo on packaging should not require the addition of any new color stations or increased costs. Preferred logo If you cannot print blue, you can use the grayscale P&G phase logo. If printing stations prevent you from using the blue or grayscale P&G phase logos, consult your design manager for an alternative solution. In some instances, you may be able to use an existing blue or gray color station as long as the intent of the phase logo is not compromised. Use of logos other than the approved blue or grayscale will require design manager approval. The logo can be no smaller than.5 in x.5 in. If your package or label size prevents you from meeting the minimum specification, use the P&G logotype. Printers may have their own set of print specifications. Consult your separator, printer and P&G brand contacts to ensure you re meeting all print specifications. 1-color with gradient 1-color black & white 1-color black keyline Alternative color logo options 1-color white keyline 1-color white solid Secondary - only used if preferred logo is not feasible Page 46

51 Applications: Packaging Examples When the logo is applied on packaging, you must first make sure you meet packaging/print specifications. This may mean you are not always able to achieve minimum clear space shown here. Use your best judgment to integrate the phase logo on the package in a way that is aesthetically pleasing even if you cannot achieve clear space requirements shown here. GO TO TIDE.COM TO GET YOUR FREE TEAM GEAR* *While supplies last. Proof of Tide purchase required. Limit one per household. Must be 18 years or older. Open to US residents of all 50 US states and D.C National Football League Players Incorporated If you have a High Efficiency washer, we recommend using Tide High Efficiency. MEASURE WITH CAP MIDA CON LA TAPA : Contains 48 loads as measured to line 1 on cap. Rinde 48 lavadas cuando se mide hasta la línea 1 de la tapa. CAUTION: KEEP OUT OF REACH OF CHILDREN. If swallowed, give a glassful of water. Call a physician. In case of eye contact, flush with water. DO NOT REUSE THIS PACKAGE FOR DISPENSING BEVERAGES OR OTHER LIQUIDS. PRECAUCIÓN: MANTENGA FUERA DEL ALCANCE DE LOS NIÑOS. En caso de ingestión, dé a beber un vaso de agua y llame a un médico. En caso de contacto con los ojos, enjuáguelos con agua. NO VUELVA A LLENAR EL ENVASE CON BEBIDAS NI OTROS LÍQUIDOS. DISTR. by/por: PROCTER & GAMBLE, CINCINNATI, OHIO Made In USA 2012 P&G Dist. by PROCTOR & GAMBLE, Cincinnati, OH P&G Made In USA DISTR. by/por: PROCTER & GAMBLE, CINCINNATI, OHIO The P&G Logotype should 2012 P&G Made In USA of U.S. and/or Imported Ingredients only be used in extreme cases where the package is too small to display the Phase Logo and Website lockup. Alternative color logo options Preferred logo Page 47

52 Applications: Packaging Examples Alternative color logo options Page 48

53 Logo Colors The P&G Logotype, Wordmark and Selling Line should be reproduced in P&G Dark Blue on a white background, or reversed to white out of a P&G Dark Blue background. You may use black or white to reproduce the selling line when you are unable to use P&G Dark Blue. The P&G Logotype, Wordmark and Selling Line may be reversed out of any color from the P&G Color Palette, or out of a dark photographic background (provided there is enough contrast). Logotype Phase Logo Wordmark 3-color (preferred) Cyan, Magenta, Black 2-color Cyan, Magenta 1 color with gradient Corporate Black and White and the P&G Beauty Mark These logos should be used sparingly (for packaging or where color stations are limited). Always use a dark blue for the logo unless no blue is available, then use black or the next darkest color. 1-color 1-color Black 1-color White keyline 1-color White solid Page 34

54 Selling Line Colors This is P&G s Selling Line and can be used when you want to express P&G s equity. P&G Dark Blue PANTONE 293 C100 M68 Y0 K2 R0 G61 B175 P&G Black C0 M0 Y0 K100 R0 G0 B0 The P&G Selling Line should be reproduced in P&G Dark Blue on a white background, or reversed to white out of a P&G Dark Blue background. You may use black or white to reproduce the selling line when you are unable to use P&G Dark Blue. Alternatively, our Selling Line may be reversed out of any color from the P&G Color Palette, or out of a dark photographic background (provided there is enough contrast). Page 35

55 Photography Principles: Capturing the Beauty of Everyday Life Candid Snapshots: Photography will capture real-life, candid, spontaneous snapshots that are in the moment, not staged or composed. We can imagine what came before or after in the story. Any photography or production techniques will serve the objective of capturing spontaneous moments while maintaining dramatic focus on our human subjects. Lighting Natural Light: Whether indoors or outdoors, lighting should be bright, cheerful and warm. Never cold or dark. Use natural light and supplement with artificial where necessary, but the overall effect should not look artificial, staged or too professional. Camera Angle Surprising Perspective: The way we see moments in everyday life does not always fit perfectly in a frame. The photography will capture these unusual angles making the moments relatable, intimate and surprising at the same time. Line of sight may also be higher or lower than expected. No tripod - camera should be able to move in order to capture best angles. Photographers Credit Augustus Butera Represented by: Deborah Schwartz DS Reps T (626) Deb's Cell (626) deb@dsreps.com Charles Gullung Represented by: Marcia Kebbon Plum Reps T (212) Marcia's Cell (917) marcia@plumreps.com Photography Use: The photography shown here is for inspiration to illustrate photography intent only. Permissions for and licensing usages have not been obtained. The images should not be used beyond this document without securing the photography rights. The photographs were taken by photographers Augustus Butera and Charles Gullung. Their photography style is in line with our vision for P&G corporate photography. Contact their representatives for more information about setting up a photography shoot that would meet your specific needs. Page 36

56 Typography Our primary typeface is Frutiger, designed for balance and clarity. Its style is clean and friendly and it works well as both a text and headline font. It helps communicate the personality of the P&G brand all documents that use this typeface will be recognized as part of the P&G family. You can use all weights of the Frutiger family, although the preferred weights are Frutiger Light for body copy and Frutiger Bold for headlines and anywhere else you need to give emphasis. Always use both uppercase and lowercase do not use all caps. Frutiger 45 light 45 light italic 65 bold 47 light condensed 67 bold condensed Our alternate typeface is Arial, a contemporary sans serif design with similar visual characteristics and typographical options to Frutiger. The alternate typeface may only be used on PowerPoint or Word templates, and on the Web to spec HTML text. Arial should also be used in other situations where the documents created need to be viewed by non-p&g employees on their own computers. Do not use Arial for print literature, or when creating PDFs. Arial regular Page 37

57 Frutiger Used as Body Copy The preferred colors for body copy are black or P&G Dark Blue when the background is white, but any other color may be used to highlight type. On dark backgrounds, type may be white or a medium or light value of the background s hue. On medium backgrounds use black, white, P&G Dark Blue or a dark or light value of the background s hue. On light backgrounds use black, P&G Dark Blue or a dark or medium value of the background s hue. The examples show all the approved P&G type color and background color combinations. Dark Blue Medium Blue Light Blue Dark Orange Medium Orange Light Orange Black White Dark Blue Dark Medium Blue Light Blue White Medium Orange Light Orange Black White Dark Blue Medium Blue Light Blue Black White Dark Blue Dark Orange Light Orange Black Dark Blue Medium Blue Light Blue Black Dark Blue Dark Orange Medium Orange Dark Green Medium Green Light Green White Medium Green Light Green Black White Dark Blue Dark Green Light Green Black Dark Blue Dark Green Medium Green Dark Red Medium Red Light Red White Medium Red Light Red Black White Dark Blue Dark Red Light Red Black Dark Blue Dark Red Medium Red Dark Purple Medium Purple Light Purple White Medium Purple Light Purple Black White Dark Blue Dark Purple Light Purple Black Dark Blue Dark Purple Medium Purple Black Medium Grey Light Grey White Medium Grey Light Grey Black White Light Grey Black Medium Grey Page 38

58 Personality Expression Reference Personality Expressions are creative, cost-effective logo design solutions for P&G organizations, events and programs. They consistently build P&G s Equity while creating a sense of community and identity for a given group or program. The new direction for Personality Expression is informed by existing logo designs and inspired by the new visual identity. Current Personality Expression Logo Incorporate your existing personality expression as shown below. Your current PE Global Diversity = Mosaic piece placed beneath your current PE. Choose a color tone out of your current PE to create this Mosaic. Place the full-color blue P&G phase logo as the third circle of your new PE. Everyone valued, everyone included, everyone performing at their peak. Insert your official P&G program/ group name here. Tagline can live under the group name. Global Diversity Everyone valued, everyone included, everyone performing at their peak. Global Diversity Everyone valued, everyone included, everyone performing at their peak. The preferred orientation for your personality expression is horizontal. You may use the vertical format if space does not allow for the horizontal. Expression Strategies with Phase Logo Global Diversity Everyone valued, everyone included, everyone performing at their peak. Information & Decision Solutions Fabric Care Page 39

59 Personality Expressions Adapted Examples The personality expression can be adapted to work well in just about any application. You have the freedom to pull the personality expression out of the lockup and use it as a design element within your artwork. The personality expression can be used in large or small formats. It can become an iconic graphic as part of your mosaic design. If you bleed the expression to the edges, make sure that the expression is still discernable. As a visual representation of your entity, the appearance of the expression should be consistent across all media. Refer to the examples below for inspiration. HEADLINE COPY Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi conse ctetur odio nec dolor dapibus adipiscing. Fusce tempus interdum nsec lorem ut ultricies. Donec felis sapien, ultricies quis pellentesque ut, mattis rhoncus felis. Sed felis massa, egestas quis lacinia vel, tempor adipiscing ligula. Integer posuere fermentum faucibus. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras semper pulvinar commodo. Suspendisse et posuere nibh. Donec lobortis risus eu lectus dictum blandit. Duis hendrerit aliquam lectus at imperdiet. Headline goes here Donec felis sapien, ultricies quis pellen tesque ut, mattis rhoncus felis. Sed felis massa, egestas quis lacinia vel, tempor adipiscing ligula. Integer posuere. Fermentum faucibus. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras semper pulvinar commodo. Suspendisse et posuere nibh. Donec lobortis risus eu lectus dictum blandit. Duis hendrerit aliquam lectus at imperdiet. HEADLINE COPY Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi consectetur odio nec dolor dapibus adipiscing. Fusce tempus interdum nsec lorem ut ultricies. Information & Decision Solutions Global Diversity Everyone valued, everyone included, everyone performing at their peak. Fabric Care Page 40

60 Applications: News Release Logotype NEWS RELEASE Published on P&G News Events, Multimedia, Public Relations ( on Date, Time P&G News Release Title Release Date: Date, Time Terms: P&G Corporate Announcements Dateline City: CITY CITY--(BUSINESS WIRE)--Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas pretium odio sed risus tempus et tincidunt libero facilisis. Nulla nec lacus nibh, sit amet mollis nisl. Maecenas dignissim faucibus nulla metus, commodo quis rhoncus ut, auctor eu lacus. Donec a augue vel enim aliquet sagittis. Quisque at scelerisque urna. Maecenas dictum bibendum turpis pretium pharetra. Forward-Looking Statements Aliquam pellentesque consectetur mauris eu consequat. Ut gravida auctor purus et eleifend. Donec dignissim volutpat turpis. Maecenas non tincidunt nunc. Vestibulum vel arcu ut nisl porttitor tristique. Vestibulum a enim viverra tellus lobortis varius sed ut mauris. About Procter & Gamble Nam elit risus, lobortis in mattis eget, porttitor ac metus. Nulla facilisi. Phasellus nibh ipsum, iaculis at tincidunt et, mollis in risus. Quisque dapibus elit at diam sollicitudin semper. Vestibulum scelerisque adipiscing orci at vestibulum. Nullam dapibus justo a orci molestie porta. Morbi at erat erat, ut fermentum augue. Nunc scelerisque, massa at auctor mollis, elit masae nisl erat. Language: English Contact HTML: P&G Media Contacts: Name, Phone number or P&G Investor Relations Contact: Name, Phone number Ticker Slug: Ticker: PG Exchange: NYSE Source URL: P&G Corporate 1 Procter & Gamble Plaza, Cincinnati, OH Page 41