global brand store 2012

Transcription

1 global brand store 212

2 global brand store 212 Welcome Let us ask you a question: do you know what the dunnhumby brand is really about? If your answer is even close to a maybe, then you re in just the right place to help you make that an unequivocal yes. It is important that everything we do is consistent and reinforces the dunnhumby brand. The brand brings together everything that gives us a unique personality and sets us apart from our competitors. You will find in the brand store all you need to know about how to make that personality come alive in the things we use every day like our logo, colour palette, illustrations and photography but also in the way we do things. For example, the values that we live by, our approach to solutions, even the way we write and speak as dunnhumby people. We ve worked hard in making sure the creative bit is spot on. All you need to do is apply it. It s all here so go and explore. PS. If you have questions regarding our brand or you would like help using the brand store please contact our communications team by ing branding@dunnhumby.com

3 global brand store 212 Contents Our brand About us dunnhumby put simply Our brand promise Our brand personality and tone of voice Our brand store Our logo Logo versions Use of logo on colour Incorrect use of our logo Logo exclusion zones Logo sizes Logo positioning Dual logo positioning Colour Our colour palette Colour correct use Colour incorrect use Colour test sheets Typography Our typeface Writing style Illustrations Illustrations and insights Accompanying insights Positioning and usage Illustration library Photography Photographic style In-store photography Employee portraits Charts, graphs, tables & diagrams Bar charts Line graphs Pie charts Tables Diagrams Stationery A4 letterhead US letterhead A4 continuation sheet US continuation sheet Compliment slip Business cards US business cards Dual language business cards A4 portrait binding covers A4 landscape binding covers US portrait binding covers US landscape binding covers Notebook Literature A4 brochure A4 brochure grid US brochure grid Corporate folder One-pager Corporate one-pager Bespoke literature Digital resources HTML ers Bespoke HTML ers Product application logos Branded merchandise Logo usage for branded merchandise Merchandise items Signage Location sign Printing and finishing Colour application Printing, paper stocks & binding FSC accreditation Paper stock specification

4 our brand About us dunnhumby put simply Our brand promise Our brand personality and tone of voice

5 our brand About us who we are We believe dunnhumby offers a different way of thinking and a better way to work. Our beliefs and values Our beliefs are the core convictions we hold to be true. Our values underpin our culture and are the behaviours we expect when we work, communicate and interact with others. Beliefs start with data: customers tell us the right thing to do through the data our great people: great people are what sets us apart genius of simplicity: true genius comes from making the complex simple customer first: if you re loyal to customers, they ll be loyal to you Values curiosity: we have an endless appetite to understand, challenge, innovate and learn passion: we are relentless in our positive enthusiasm courage: we take the right route not always the easy one collaboration: we work best when we work together

6 our brand About us what we do Our work with some of the world s biggest retailers and brands has demonstrated that companies which deliver value to customers through personalisation become and stay their customers first choice. How we create measurable value Our brilliant work helps companies put the customer at the centre of every decision. All our work starts with data. We primarily use sources that reflect behaviour, such as transaction and loyalty cards but also overlay research, media and online data. We then turn this data into data insights that tell us what action to take. We personalise the experience by enabling our clients to deliver a more relevant offering to each customer, both in communications and in the retail environment, on and offline. This helps our clients demonstrate their loyalty to their customers. We work with clients to change the organisation, embedding the principle of customer first into their everyday decisions and ways of working. Customers repay that loyalty by buying one more product, one more time. This increases sales and profit margin, or put simply grows measurable value for our clients.

7 our brand dunnhumby put simply dunnhumby put simply, is just that. It sets out the dunnhumby strategy (the why, how, what pyramid); our beliefs and values; and the customer model (how we deliver value to clients) The dunnhumby strategy Why we exist as a company, how we make it happen and what we will do to realise our potential.

8 our brand dunnhumby put simply (continued) Beliefs and values Our beliefs are the core convictions we hold to be true. Our values underpin our culture and are embodied in how we behave, communicate and interact with others. Beliefs start with data: customers tell us the right thing to do through the data our great people: great people are what sets us apart genius of simplicity: true genius comes from making the complex simple customer first: if you re loyal to customers, they ll be loyal to you Values curiosity: we have an endless appetite to understand, challenge, innovate and learn passion: we are relentless in our positive enthusiasm courage: we take the right route not the easy one collaboration: we work best when we work together The customer model The way we deliver value to clients. Our brilliant work helps companies put the customer at the centre of every decision. All our work starts with data. We primarily use sources that reflect behaviour, such as transactions and loyalty cards but also overlay research, media and online data. We then turn this data into data insights that tell us what action to take. Using these insights we personalise the experience by enabling our clients to deliver a more relevant offering to each customer, both in communications and in the retail environment, on and offline. This helps our clients demonstrate their loyalty to their customers. We work with clients to change the organisation, embedding the principle of customer first into their everyday decisions and ways of working. Customers repay that loyalty by buying one more product, one more time. This increases sales and profit margin, or put simply grows measurable value for our clients. Please note: Notes on usage: The why, how, what pyramid is a device to communicate the dunnhumby strategy to our people. It is not to be tampered with, or used to communicate anything else other than the dunnhumby strategy. It was also not designed for use with our clients as it is less relevant to them because it sets out our company strategies. The customer model is relevant to retailers and brand owners. It replaces the dunnhumby way (also known as the diamonds) and the know and treat model.

9 our brand promise Our brand promise the world s experience of retailers and brands must be personal

10 our brand Our brand personality and tone of voice A bright star The dunnhumby brand is confident exuding character and charisma. It has an informal style that is contemporary, clean, youthful and fun to engage with. The brand s energy conveys its enthusiasm, and its passion for genius can be seen in the constant search for more knowledge and insights. It is approachable and enjoys collaboration, whilst its sense of individuality and expectation mean it is comfortable with autonomy. dunnhumby always rises to the challenge and consequently builds valuable relationships with those whose aspirations fit with a driven brand and its strong sense of purpose. This brand is results driven and determined to stay at the top of the game by always being ahead on customer support, and by being recognised for the genius it delivers. The dunnhumby tone of voice Our brand personality is expressed through our tone of voice. The way our clients interpret the brand is reinforced in everything we do and say. We are committed to making it easy for our audiences to understand us, avoiding corporate jargon and ambiguous terms that lead to confusion. In line with our brand personality this means simplifying our language but not diluting the impact of our words. What we say must be considered, clear and relevant.

11 our logo Logo versions Use of logo on colour Incorrect use of our logo Logo exclusion zones Logo sizes Logo positioning Dual logo positioning

12 our logo Logo versions The dunnhumby logotype When printed on a white background the dunnhumby name is in charcoal. The logo always appears in white on dark backgrounds. Please refer to use of logo on colour for further information. Only master artwork of logotypes should be used. These can be downloaded from the logo versions section on the dunnhumby brand store website. All markets should use the dunnhumby logotype, except the US where the dunnhumbyusa suffix should be used as referred to on the following page. Charcoal White on charcoal

13 our logo Logo versions (continued) The dunnhumbyusa logotype The logotype guidelines from the previous page apply, with the addition of a suffix. The suffix is set in Baskerville and appears as a 4% tint of the dunnhumby charcoal. When the logotype prints on charcoal all elements of the logotype print in white except the suffix which remains a 4% tint of charcoal. Please refer to use of logo on colour for further information. Only master artwork of logotypes should be used. These can be downloaded from the logo versions section on the dunnhumby brand store website. Charcoal White on charcoal

14 our logo Logo versions (continued) The dunnhumby dialogue logotype Our logotype combines our name with the dialogue speach bubble graphic. When printed on a white background the dunnhumby name is in charcoal. The dialogue graphic can print in any of the four highlight colours. Only master artwork of logotypes should be used. These can be downloaded from the logo versions section on the dunnhumby brand store website. Please note: The pumpkin dialogue logo is to be used for events only. Charcoal with pumpkin Charcoal with sage Charcoal with fuchsia Charcoal with teal White with fuchsia on RGB charcoal White with fuchsia on Pantone Black 7 U charcoal

15 our logo Use of logo on colour The dunnhumby logotype must only appear on a white or charcoal background. The previous guidelines for logotypes on a charcoal background apply. Please note: None of the dunnhumby logotype versions should ever appear on a highlight colour from the dunnhumby colour palette. dunnhumby logotype White on charcoal Example of dunnhumby logotype with suffix White on charcoal Incorrect use of logotype on a colour background White on fuchsia White on fuchsia White on pumpkin White on pumpkin White on sage White on sage White on teal White on teal Charcoal on any colour Charcoal on any colour

16 our logo Use of logo on colour (continued) The dunnhumby dialogue logotype must only appear on a white or charcoal background. Please note: None of the dunnhumby dialogue logotype versions should ever appear on a highlight colour from the dunnhumby colour palette. dunnhumby dialogue logotype White and any highlight colour on charcoal Incorrect use of logotype on a colour background White and any highlight colour on fuchsia White and any highlight colour on teal White and any highlight colour on pumpkin Charcoal on any highlight colour on any colour White and any highlight colour on sage

17 our logo Incorrect use of our logo Shown below are a few examples of our logo being used incorrectly. Only master artwork of logotypes should be used. These can be downloaded from the logo versions section on the dunnhumby brand store website. Do not stretch or distort the logotype Do not use the logotype in a highlight colour Do not stylise or apply fancy effects to the logotype Do not use the logotype in any colour that is not from the palette Do not place the logotype a bounding box Do not reverse out of any colour other than the dunnhumby charcoal Do not use this and update to new version

18 our logo Incorrect use of our logo (continued) Shown below are a few examples of the dunnhumby dialogue logo being used incorrectly. Only master artwork of logotypes should be used. These can be downloaded from the logo versions section on the dunnhumby brand store website. Do not stretch or distort the logotype Do not try and recreate the logotype Do not stylise or apply fancy effects to the logotype Do not use the logotype in any colour that is not from the palette Do not change the type to a highlight colour Do not reverse out of any colour other than the dunnhumby charcoal Do not place the logotype a bounding box

19 our logo Logo exclusion zone Minimum clearance area The minimum clearance area is determined by the height of the lower case y around the logotype. No type, images or other graphic elements may appear within this area. Please note this is a minimum clearance area. Additional clearance should be given if possible or appropriate. These rules also apply to dunnhumby logotypes which have a suffix as shown below. Exclusion zone Exclusion zone for logos with a suffix

20 our logo Logo exclusion zone (continued) Minimum clearance area The minimum clearance area is determined by the height of the lower case y around the logotype. No type, images or other graphic elements may appear within this area. Please note this is a minimum clearance area. Additional clearance should be given if possible or appropriate. Exclusion zone for dialogue logos

21 our logo Logo sizes Logo size reference guide Shown below is a quick reference guide to the different logo sizes across various communications. The sizes for advertising and exhibition stands are a guide only and may vary according to the design but please try to remain consistent as possible. Stationery Communication type Size (mm / inches) Logo width (mm) Letterhead A4 / US Letter 49 Continuation sheet A4 / US Letter 49 Compliments slip DL 49 Binding covers A4 / US Letter 51 Notebook A5 46 Business card 55 x 85 / 2 x mm Minimum logo width For legibility the minimum logo width should be no less than 2mm. Literature Communication type Size (mm / inches) Logo width (mm) Brochure A4 / US Letter 49 Corporate folder 316 x 23 / 12 x 9 51 Newsletter A4 / US Letter 49 Sales aid A4 / US Letter 49 2mm Minimum width for international logotypes To determine the minimum size for international logotypes measure the width of the dunnhumby logo and not the suffix. Digital communication type size (m) logo width (mm) HTML ers tbc tbc Advertising Communication type Size Logo width (mm) Poster A 188 Poster A1 11 Poster A2 91 Full page advertisement A Advertisement A4 / US Letter 51 Advertisement A5 34 2mm Minimum width for dialogue logotypes To determine the minimum size for dialogue logotypes measure the width of the dunnhumby logo and not the graphic. Exhibition communication type size (m) logo width (mm) Exhibition stand 2.28 x Pop-up banner 2.1 x 1 44

22 our logo Logo positioning When positioning the dunnhumby logotype on materials it is important to maintain a consistent look. The next few pages illustrate how the logotype is positioned to create a consistent brand identity across various materials. Stationery The dunnhumby logotype appears in the top right corner of all stationery. Compliment slip Letterhead Business card

23 our logo Logo positioning (continued) Literature The dunnhumby logo should always appear in the bottom right corner of all literature. HTML er The dunnhumby dialogue logo should always appear in the top right corner. INSIGHT ISN T ABOUT SHORT TERM SOLUTIONS, IT S ABOUT SUSTAINED GROWTH A4 brochure covers HTML er Exhibition stands and pop-up banners On exhibition stands and pop-up banners the logotype is positioned as shown in the examples below. Pop-up banner Exhibition stand

24 our logo Logo positioning (continued) Literature back covers On the back cover of any piece of dunnhumby material there is an FSC accreditation block, copyright information and web address. The example below illustrates how details are positioned consistently on the back of A4 and US Letter communications. Please note: The FSC accreditation block must only be included if the collateral is being printed by an FSC-accredited printer. Your printer will have their own unique FSC code which must appear within the block. Please refer to the printing and finishing section for more information on FSC accreditation (9.765 inches) (1.159 inches) (1.43 inches) dunnhumby 212 for internal use only dunnhumby.com 297 mm (11 inches on US Letter page) mm 14 (.551 inches on US Letter page) 18 (7.86 inches) Back cover example Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Copyright Trade Gothic LT Std Regular white Web address Trade Gothic LT Std Regular white

25 our logo dual logo positioning dunnhumby and partner brands As a general rule of thumb, you should use the standard dunnhumby branding for client deliverables. Group Communications has made various templates, stock slides and guidelines available to help you do this. There are times, however, when you will be required to co-brand a presentation, some collateral or report. In these instances, the preferred route is to use the standard branding and position the partner logo next to the dunnhumby logo. The key principle to follow is that the dunnhumby logo should maintain the prominent position on the page, placed either top-right or bottom-right. In the example below, the partner brand was used in the footer of a PowerPoint presentation. With the new dunnhumby template it is permissible to use a full colour logo. Ensure the dunnhumby logo is always placed in the bottom right-hand corner and the partner logo placed alongside. The partner logo must be scaled to the same size as the dunnhumby logo so they are viewed equally and positioned so that it doesn t crowd our logo. There will be occasions when clients insist their template is used and this can not be avoided. In this instance refer to our brand guidelines and ensure the client uses the appropriate version of our logo. For example, if their corporate background colour is a dark blue, you should supply the reversed out white logo for use on dark backgrounds. In some instances, clients would like to meet us half way when co-branding a presentation and attempt to create a new template that incorporates both corporate palettes. This is not advisable as the colours will most likely not be complimentary to each other and the template will be a disservice to both brands. Please contact branding queries if you need further assistance in creating a dual-branded client deliverable.

26 colours Our colour palette Colour correct use Colour incorrect use

27 colours Our colour palette Within our palette we have two base colours and four highlight colours. These are shown below with their correct colour values. The base colours are charcoal and white. These are the main colours that should be used on any piece of dunnhumby communication. The highlight colours are sage, teal, pumpkin and fuchsia. These can be used as an accent colour to create points of interest within a layout, for example. They should never be used as the main colour within a layout. Please refer to the colour section of the brand store for correct and incorrect use of colour. Tints of the charcoal and highlight colours should only be used for illustrations, diagrams, charts or graphs where extra colours may be required. Please refer to the diagram (right) for tint examples. Please note: All CMYK, RGB and HTML colour breakdowns are values recommended by Pantone Inc. and have not undergone any colour testing. Highlight colour legibility on text When producing any piece of dunnhumby communication please be aware of text legibility when using either a Teal or Fuschia accent colour on charcoal. These can create particular problems so restricting their use to large headline text rather than within a layout is recommended. Colour tint examples CHARCOAL 7% 4% SAGE TEAL PUMPKIN FUCHSIA 4% 7% Base colours Highlight colours CHARCOAL Pantone Black 7 U C M Y23 K93 R54 G53 B52 Hexadecimal # RAL 712 SAGE Pantone 613 U C8 M11 Y1 K3 R177 G155 B Hexadecimal #B19B RAL 127 TEAL Pantone 3278 U C1 M Y76 K R G155 B116 Hexadecimal #9B74 RAL 624 WHITE C M Y K R255 G255 B255 Hexadecimal #FFFFFF RAL 916 PUMPKIN Pantone 152 U C M68 Y1 K R225 G112 B Hexadecimal #E17 RAL 211 FUCHSIA Pantone 241 U C33 M1 Y1 K2 R163 G26 B126 Hexadecimal #A31A7E RAL 46 PANTONE is a registered trademark of Pantone, Inc. The colours shown in the Branstore are not intended to match the PANTONE colour standards.

28 colours Colour correct use Correct ratio of colours The diagram and examples below show the correct ratio between base and highlight colours from the dunnhumby palette. As a guide the main colours on a page should be the base colours (charcoal and/or white). Highlight colours should only be used as an accent. For example, a highlight colour could be used to differentiate between sections in a brochure or separate pieces of literature such as sales aids or case studies. Correct colour ratio Highlight colour Charcoal base colour White base colour Examples of correct colour use A4 brochure cover Brochure spread One-pager

29 colours Colour incorrect use Incorrect ratio of colours The diagram and examples below show the incorrect ratio between base and highlight colours from the dunnhumby palette. A highlight colour should never be used as the main overall colour on any dunnhumby communication. Please note: Type should never appear in charcoal on a highlight colour background. Incorrect colour ratio Highlight colour Charcoal base colour White base colour Examples of incorrect colour use A4 brochure cover Brochure spread One-pager

30 typography Our typeface Writing style

31 typography Our typeface Trade Gothic LT Std is our primary corporate typeface. Several weights are available for flexibility in the layout of information. Trade Gothic LT Std Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Trade Gothic LT Std Light is used predominantly for flowing text but may also be used for headlines. Uppercase lettering can be used for emphasis. Trade Gothic LT Std Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Trade Gothic LT Std Regular is used instead of Trade Gothic LT Std Light for text reversed out of a full colour process background such as press advertising, for example. Trade Gothic LT Std Bold No. 2 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Trade Gothic LT Std Bold No. 2 is used mainly for sub-headlines and highlighting text. It can also be used for headlines where Trade Gothic LT Std Light is not appropriate. Arial Arial is our secondary typeface and should be used instead of Trade Gothic LT Std Light only for applications where live text is necessary, such as online and in Word documents and PowerPoint presentations.

32 typography Writing style The following key points outline things to remember in order to maintain a consistent dunnhumby style of writing: Writing styles Headlines and sub-headlines Abbreviations/Acronyms Punctuation Numerals We have an informal but not sloppy writing style Our sentences are short and tend to use simple, everyday words We talk in the present tense We talk to you, the reader, about ourselves We refer to ourselves as we and our rather than dunnhumby We have people or employees rather than staff or workers We work in teams rather than divisions / arms / sectors / departments Collectively, we are a company rather than a business / organisation, although we do have business units We work with clients rather than customers and we work together and in partnership We work with manufacturers rather than FMCGs / CPGs / suppliers / vendors We operate in countries or markets rather than territories We offer solutions rather than products to our clients Headlines always appear without upper case initials at the start of a sentence Sub-headlines always appear with upper case initials at the start of a sentence Avoid overuse of capitalisation in headlines, e.g. The future belongs to them as opposed to The Future Belongs to Them dunnhumby should always appear in lower case even at the start of a sentence Spell out the words in the initial reference, e.g. the Long Company Name (LCN) and use the acronym thereafter For well known abbreviations or acronyms it is not necessary to define them on the first use, e.g. BBC, CIA, DNA Colons are mainly used to introduce a list or conclusion, e.g. The upshot: higher revenues, She has several qualities: charm, dignity and wit A semicolon can be used to link two statements which are closely related but could stand alone, e.g. Ian Fleming published a series of James Bond novels; the first novel in the series is Casino Royale Avoid exclamation marks Use single quotation marks to highlight example phrases do not use to signify jargon Use double quotation marks to introduce speech. Use single marks for a quotation within speech marks, e.g. our union representative described the scheme as totally unworkable. Write out numbers one to nine in words; express 1 and above in numerals, except where the number is at the start of a sentence Use commas with thousands, e.g. 1, Spell out million and billion, e.g. 2 billion

33 typography Writing style (continued) Dates State years in full, e.g. 27, not 7 Do not use ordinal numbers or spell out when writing numbers in dates, e.g. 1 September, not tenth September or 1th September Bullet points Addresses Introduce bullet point lists with a lead-in sentence and a colon Use full stops where a point contains more than one full sentence, or begins with a fragment and contains a subsequent sentence; in this case, all points in the list will conclude with a full stop. Note: Consistency should apply within lists, rather than whole documents. See note below regarding re-writing lengthy points Where a bullet point contains more than one full sentence, a full stop is required at the end. To maintain consistency throughout, use a full stop at the end of every bullet point in the list Where a list contains a sub-list, use a dash as a secondary style Limited and Registered are always written in full When left aligned and set over multiple lines, do not place commas at the end of each line, e.g. Aurora House Uxbridge Road London W5 5SL UK When an address appears in a sentence, e.g. Aurora House, Uxbridge Road, London W5 5SL, UK, do not use commas between the street number and street name, or before the postcode Telephone numbers All telephone numbers are written in the international numbering format

34 illustrations Illustrations and insights Accompanying insights Illustration library Positioning and usage

35 illustrations Illustrations and insights Our illustration style is at the core of the dunnhumby brand. The illustration content is based on visual metaphors which describe what dunnhumby does, and different aspects of the dunnhumby offer. The quirky nature of the images reflect the non-standard approach dunnhumby takes to problem solving. Each image is used in combination with a statement which reflects dunnhumby s insight. An initial library of illustrations has been created and will be added to as necessary. These are available in the illustration library section of the dunnhumby brand store website. The images have been created by a professional illustrator who will create any additional images. Do not try to recreate the illustration style. INSIGHT ISN T ABOUT SHORT TERM SOLUTIONS, IT S ABOUT SUSTAINED GROWTH UNDERSTANDING DATA IS ONE THING, KNOWING WHAT TO DO WITH IT IS ANOTHER BUSINESS DECISIONS CAN BE A STAB IN THE DARK. DON T GUESS WHEN YOU COULD KNOW FOR SURE

36 illustrations Accompanying insights dunnhumby insights The dunnhumby insight statements are used to accompany illustrations. There are set dunnhumby insights to accompany each illustration and these should not be altered, nor should statements be created without authorisation from the marketing team. dunnhumby insights should be set in uppercase Trade Gothic LT Std Regular. On an A4 page the type should be set in 12 point type with 16 point line spacing. Artwork for each insight is included with the accompanying illustration and is available from the illustration library section of the dunnhumby brand store website. The highlight device must only appear as a dunnhumby highlight colour from the palette. To determine dimensions of the highlight device measure half the line space between baseline and cap height (shown below as distance x). The distance all around the highlighted text is half of x. Please note: The highlight device and colours on existing insights must not be changed. The only exception where a dunnhumby insight does not accompany an illustration is in the case of murals and the branding of office interiors. UNDERSTANDING DATA IS ONE THING, KNOWING WHAT TO DO WITH IT IS ANOTHER Distance = x UNDERSTANDING DATA IS ONE THING, KNOWING WHAT TO DO WITH IT IS ANOTHER A4 cover Trade Gothic Regular uppercase 12pt /16pt line spacing

37 illustrations Positioning and usage Primary use The illustrations use the four dunnhumby highlight colours on a charcoal background, the images should always be used with the full bleed charcoal background on primary branded surfaces; for example brochure covers or business cards. Insights should be placed to the right of an illustration. Where possible look for a visual line to range them on. UNDERSTANDING DATA IS ONE THING, KNOWING WHAT TO DO WITH IT IS ANOTHER INSIGHT ISN T ABOUT SHORT TERM SOLUTIONS, IT S ABOUT SUSTAINED GROWTH BUSINESS DECISIONS CAN BE A STAB IN THE DARK. DON T GUESS WHEN YOU COULD KNOW FOR SURE Brochure covers Business card Secondary use Each illustration is also available with a white background for use on secondary branded surfaces such as PowerPoint presentations, for example. The corporate PowerPoint template and a selection of stock slides are available via the Marketing Community on isite, the dunnhumby intranet. PowerPoint slide

38 illustrations Illustration library The following pages show the current set of illustrations available. The accompanying dunnhumby insight has been included with each image and can be downloaded from the dunnhumby brand store website. UNDERSTANDING DATA IS ONE THING, KNOWING WHAT TO DO WITH IT IS ANOTHER BUSINESS DECISIONS CAN BE A STAB IN THE DARK. DON T GUESS WHEN YOU COULD KNOW FOR SURE AVERAGE CUSTOMERS DON T EXIST. SUCCESS LIES IN KNOWING INDIVIDUALS INSIGHT ISN T ABOUT SHORT TERM SOLUTIONS, IT S ABOUT SUSTAINED GROWTH BRAND LOYAL CUSTOMERS DON T WANT SWEETENERS, THEY WANT LOYALTY BACK IT S NOT THE SHAREHOLDERS, IT S THE CUSTOMERS WHO FUEL A BUSINESS SUCCESSFUL MARKETING DOESN T COVER ALL BASES, IT KNOWS WHICH COMMUNICATION CHANNELS WORK BEST PROMOTIONS CAN INCREASE SALES, BUT TOO MANY CAN KILL YOUR BRAND US version US version STOCKING THEIR FAVOURITE BREAD MAY NOT MAKE ANY PROFIT, BUT THE REST OF THEIR BASKET DOES STOCKING THEIR FAVORITE BREAD MAY NOT MAKE ANY PROFIT, BUT THE REST OF THEIR BASKET DOES MUM DOES THE SHOPPING, BUT WHO REALLY DECIDES WHAT THEY BUY? MOM DOES THE SHOPPING, BUT WHO REALLY DECIDES WHAT THEY BUY?

39 photography Photographic style In-store photography Employee portraits

40 photography Photographic style The dunnhumby style of photography Shown below are examples of imagery in the dunnhumby photographic style. The quirky nature of the images reflect the personality of dunnhumby. When choosing imagery for communications try to reflect some of the qualities that dunnhumby possess. These qualities are: unique, passion, progressive, insightful, creative and intelligent. Imagery should engage the viewer so they can interact with the content. Try to select imagery that is original and different from the norm. Avoid using obvious, clichéd subject matter.

41 photography In-store photography The dunnhumby in-store photography style The examples shown below, demonstrate the dunnhumby style of in-store photography for use in case studies and sales aids, for example. Where possible the photographer should focus on the subject and using depth of field make the surrounding area out of focus.

42 photography Employee portraits Portrait photography style The examples shown below, demonstrate the dunnhumby style of employee photography. When shooting employee portraits the aim is to capture the enjoyable contemporary side of working at dunnhumby with the use of comfortable/relaxed portraits set in the work environment. Where possible the photographer should focus on the subject and using depth of field make all surrounding employees/office out of focus. The images are always used in charcoal & white with high contrast between shadows and highlights.

43 charts, tables & diagrams Bar charts Line graphs Pie charts Tables Diagrams

44 charts, graphs, tables & diagrams Bar charts Illustrated below is an example of a bar chart for use in dunnhumby material. Colours shown in the example below are a suggestion only and may vary to suit each specific project. When choosing colours for charts, graphs and tables please refer to the dunnhumby colour palette. Bar chart style 2 Line weight:.5pt Colour: 7% Charcoal Example return Example return Example return Line weight: 1pt Colour: 7% Charcoal Growth Value Source: lorem ipsum dolor sit amet consecteteur Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Category axis Trade Gothic LT Std Light black Data axis Trade Gothic LT Std Light black Data labels Trade Gothic LT Std Light black Legend Trade Gothic LT Std Light black Source text Trade Gothic LT Std Light black When creating charts for internally produced or digital communications all instances of Trade Gothic LT Std should be substituted with the Arial equivalent.

45 charts, graphs, tables & diagrams Line charts Illustrated below is an example of a line graph for use in dunnhumby material. Colours shown in the example below are a suggestion only and may vary to suit each specific project. When choosing colours for charts, graphs and tables please refer to the dunnhumby colour palette. Line graph style 5 Line weight:.5pt Colour: 7% Charcoal 4 3 Line weight: 1.5pt Colour: Highlight colour from the dunnhumby palette 2 1 Lorem Ipsum Lorem Ipsum Lorem Line weight: 1pt Colour: 7% Charcoal Line weight: 1.5pt Colour: Highlight colour from the dunnhumby palette Lorem ipsum Dolor sit Amet consecteteur Source: lorem ipsum dolor sit amet consecteteur Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Category axis Trade Gothic LT Std Light black Data axis Trade Gothic LT Std Light black Legend Trade Gothic LT Std Light black Source text Trade Gothic LT Std Light black When creating charts for internally produced or digital communications all instances of Trade Gothic LT Std should be substituted with the Arial equivalent.

46 charts, graphs, tables & diagrams Pie charts Illustrated below is an example of a pie chart for use in dunnhumby material. Colours shown in the example below are a suggestion only and may vary to suit each specific project. When choosing colours for charts, graphs and tables please refer to the dunnhumby colour palette. The doughnut style pie chart has a modern and contemporary feel which is in keeping with the dunnhumby brand style. Pie chart style Lorem ipsum dolor sit amet Line weight:.5pt Colour: 7% Charcoal Lorem ipsum 76% Dolor sit 12% Amet consecteteur 12% Source: lorem ipsum dolor sit amet consecteteur Line weight:.5pt Colour: 7% Charcoal Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Chart title Trade Gothic lt std bold no % tint of charcoal Legend Trade Gothic LT Std Light black Source text Trade Gothic LT Std Light black When creating charts for internally produced or digital communications all instances of Trade Gothic LT Std should be substituted with the Arial equivalent.

47 charts, graphs, tables & diagrams Tables Illustrated below is an example of a table for use in dunnhumby material. Colours shown in the examples below are a suggestion only and may vary to suit each specific project. When choosing colours for charts, graphs and tables please refer to the dunnhumby colour palette. Table style Lorem Ipsum Dolor Sit Amet Lorem ipsum Lorem Sit amet Lorem Consecteteur Lorem Dolor adiscipling Lorem Sit amet Lorem Line weight:.5pt Colour: 7% Charcoal Source: lorem ipsum dolor sit amet consecteteur Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Table heading Trade Gothic LT Std Light white Table text Trade Gothic LT Std Light black Source text Trade Gothic LT Std Light black When creating charts for internally produced or digital communications all instances of Trade Gothic LT Std should be substituted with the Arial equivalent.

48 charts, graphs, tables & diagrams Diagrams Illustrated below are examples of diagrams for use in dunnhumby material. Diagrams should be kept simple in design and use colours from the dunnhumby colour palette. Refer to the colour section within the brand store for more information on colour usage. Beliefs and values The customer model The US customer model

49 charts, graphs, tables & diagrams Diagrams (continued) Our global footprint

50 stationery

51 stationery A4 letterhead Size: Trim: 297 x 21 mm, Bleed: 33 x 216 mm mm mm There are four versions of the dunnhumby letterhead each with a different insight and illustration. Each letterhead is available as a template from the dunnhumby brand store website. The three other available templates are shown right Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Insight Trade Gothic LT Std Regular white Address Trade Gothic LT Std Light charcoal Registered details Trade Gothic LT Std Light charcoal

52 stationery A4 continuation sheet Size: Trim: 297 x 21 mm, Bleed: 33 x 216 mm mm mm There are four versions of the dunnhumby continuation sheet each with a different insight and illustration. Each continuation sheet is available as a template from the dunnhumby brand store website. The three other available templates are shown right. Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Insight Trade Gothic LT Std Regular white

53 stationery US continuation sheet Size: Trim: 11 x 8.5 inches, Bleed: x 8.75 inches inches inches There are four versions of the dunnhumbyusa continuation sheet each with a different insight and illustration. Each continuation sheet is available as a template from the dunnhumby brand store website. The three other available templates are shown right. Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (inches) Insight Trade Gothic LT Std Regular white

54 stationery Compliment slip 54 Size: Trim: 99 x 21 mm, Bleed: 15 x 216 mm mm mm There are four versions of the dunnhumby compliment slip each with a different insight and illustration. Each compliment slip is available as a template from the dunnhumby brand store website. The three other available templates are shown below. Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Insight Trade Gothic LT Std Regular white

55 stationery Business cards Size: Trim: 55 x 85 mm, Bleed: 61 x 91 mm mm mm Business card front mm mm Business card back Standard business cards can be ordered using the company s online system which is accessed via the dunnhumby intranet. You will receive four versions of the dunnhumby business card each with a different insight and illustration on the reverse. Please contact branding@dunnhumby.com if you have any queries. Please note: International dialling codes and numbering conventions differ for each market. Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Name Trade Gothic LT Std Light white Post-nominal letters Trade Gothic LT Std Light white Job title Trade Gothic LT Std Light white address Trade Gothic LT Std Light white Address & telephone Trade Gothic LT Std Light white Insight Trade Gothic LT Std Regular white

56 stationery US business cards Size: Trim: 2 x 3.5 inches, Bleed: 2.25 x 3.75 inches inches inches Business card front inches inches Business card back Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (inches) Name Trade Gothic LT Std Light white Post-nominal letters Trade Gothic LT Std Light white Job title Trade Gothic LT Std Light white address Trade Gothic LT Std Light white Address & telephone Trade Gothic LT Std Light white Insight Trade Gothic LT Std Regular white

57 stationery Dual language business cards Size: Trim: 55 x 85 mm, Bleed: 61 x 91 mm mm mm Business card front mm mm Business card back Shown above is an example of a dual language business card. The front of the card has information shown in English. The information on the business card back appears in a different language depending on the local market. Please contact branding@dunnhumby.com if you require a dual-language business card template. Please note: International dialling codes and numbering conventions differ for each market. Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Name Trade Gothic LT Std Light white Post-nominal letters Trade Gothic LT Std Light white Job title Trade Gothic LT Std Light white address Trade Gothic LT Std Light white Address & telephone Trade Gothic LT Std Light white Insight Trade Gothic LT Std Regular white

58 stationery A4 portrait binding covers Size: Trim: 297 x 21 mm, Bleed: 33 x 216 mm Shown below is the dunnhumby binding cover front and back. There are four versions of the dunnhumby binding cover each with a different insight and illustration on the front cover. Each version is available as a template from the dunnhumby brand store website. The three other binding cover fronts are shown below. There is only one version of the binding cover back. Please note: When binding we recommend using black wire combs along the left edge. mm mm mm mm Portrait binding cover front 273 Portrait binding cover back Examples of the three other binding cover fronts Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Insight Trade Gothic LT Std Regular white Web address Trade Gothic LT Std Regular white

59 stationery A4 landscape binding covers Size: Trim: 21 x 297 mm, Bleed: 216 x 33 mm Shown right is the dunnhumby landscape binding cover front and back. There are four versions of the dunnhumby binding cover each with a different insight and illustration on the front cover. Each version is available as a template from the dunnhumby brand store website. The three other binding cover fronts are shown below. There is only one version of the binding cover back. Please note: When binding we recommend using black wire combs along the left edge. mm mm Landscape binding cover front mm mm Landscape binding cover back Examples of the three other binding cover fronts Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Insight Trade Gothic LT Std Regular white Descriptor Trade Gothic LT Std Regular white

60 stationery US portrait binding covers Size: Trim: 11 x 8.5 inches, Bleed: x 8.75 inches Shown below are the dunnhumbyusa binding cover fronts and back. There are four versions of the dunnhumby binding cover each with a different insight and illustration on the front cover. Each version is available as a template from the dunnhumby brand store website. The three other binding cover fronts are also shown below. There is only one version of the binding cover back. Please note: When binding we recommend using black wire combs along the left edge. inches inches inches inches Portrait binding cover front Portrait binding cover back Examples of the three other US binding cover fronts Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (inches) Insight Trade Gothic LT Std Regular white Web address Trade Gothic LT Std Regular white

61 stationery US landscape binding covers Size: Trim: 8.5 x 11 inches, Bleed: 8.75 x inches inches Shown below are the dunnhumbyusa landscape binding cover fronts and back. There are four versions of the dunnhumby binding cover each with a different insight and illustration on the front cover. Each version is available as a template from the dunnhumby brand store website. The three other binding cover fronts are also shown below. There is only one version of the binding cover back. inches Please note: When binding we recommend using black wire combs along the left edge Landscape binding cover front inches inches Landscape binding cover back Examples of the three other binding cover fronts Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (inches) Insight Trade Gothic LT Std Regular white Web address Trade Gothic LT Std Regular white

62 literature A4 brochure A4 brochure grid US brochure grid Corporate folder One-pager Bespoke literature Posters

63 literature A4 brochure Front cover Shown below is an example of a dunnhumby brochure front cover. The imagery will vary for each specific brochures concept or theme but must adhere to the dunnhumby photographic style. Please refer to the photography section for more detailed guidelines on choosing appropriate imagery. Imagery 55% Text 1% Charcoal 39% White space 5% Word count: 7 mm mm Size: Trim: 297 x 21 mm Bleed: 33 x 216 mm Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Headline Trade Gothic LT Std Light highlight colour

64 literature A4 brochure (continued) A4 double page spread Illustrated below is a typical layout for a dunnhumby brochure spread. The information to the right is a guideline to the ratio of imagery, text, amount of charcoal and white space, and the average word count per spread. The table below specifies the typographic styles used within a dunnhumby brochure. Imagery 3% Text 1% Charcoal 35% White space 25% Word count: 375 mm mm mm Size: Trim: 297 x 21 mm, Bleed: 33 x 216 mm Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Section headline Trade Gothic LT Std Light white Headline Trade Gothic LT Std Light highlight colour / white Introductory text Trade Gothic LT Std Light highlight colour / white Sub headline Trade Gothic LT Std Bold No highlight colour Text Trade Gothic LT Std Light black Text highlights Trade Gothic LT Std Bold No black Small text Trade Gothic LT Std Light black

65 literature A4 brochure (continued) Back cover Shown below is an example of a dunnhumby brochure back cover. Our brand promise on the back cover is centred and must always appear with the line breaks as shown. Please refer to the table below for the correct typographic settings. mm 21 mm Size: Trim: 297 x 21 mm Bleed: 33 x 216 mm Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Brand promise Trade Gothic LT Std Bold No white / highlight colour Web address Trade Gothic LT Std Regular white / highlight colour Copyright Trade Gothic LT Std Regular white

66 literature A4 brochure grid A4 brochure Shown below is an example of a grid used when designing the internal layout of an A4 brochure. mm mm A4 brochure grid on a double page spread

67 literature US brochure grid US Letter brochure Shown below is an example of a grid used when designing the internal layout of a US Letter size brochure. inches inches US Letter brochure grid on a double page spread

68 literature Corporate folder Our range of corporate folders There are four versions of the dunnhumby corporate folder and one version for dunnhumbyusa. These are shown below. There are two folder sizes. These are oversize A4 (Trim: 316 x 23 mm, Bleed: 322 x 236 mm) and oversize US Letter (Trim: 12 x 9 inches, Bleed: x 9.25 inches) so they can hold other printed materials. dunnhumbyusa folder

69 literature Corporate folder (continued) Size: Oversize A4 Trim: 316 x 23 mm, Bleed: 322 x 326 mm mm mm mm mm Front cover Folder inside mm mm Back cover Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Insight Trade Gothic LT Std Light white Web address Trade Gothic LT Std Regular white / highlight colour

70 literature Corporate folder (continued) Size: Oversize US Letter Trim: 12 x 9 inches, Bleed: x 9.25 inches inches inches inches inches Front cover Folder inside inches inches Back cover Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (inches) Insight Trade Gothic LT Std Light white Web address Trade Gothic LT Std Regular white / highlight colour