global brand store 2012

global brand store 212

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 emailing branding@dunnhumby.com

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 emailers Bespoke HTML emailers 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

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

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

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.

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.

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.

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

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.

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

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

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

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

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

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

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

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

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

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

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 3.5 32 2mm 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 emailers tbc tbc Advertising Communication type Size Logo width (mm) Poster A 188 Poster A1 11 Poster A2 91 Full page advertisement A3 67.5 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 3.75 637 Pop-up banner 2.1 x 1 44

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

our logo Logo positioning (continued) Literature The dunnhumby logo should always appear in the bottom right corner of all literature. HTML emailer 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 emailer 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

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. 265.5 (9.765 inches) 275.5 (1.159 inches) 282.5 (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 7 9 - white Web address Trade Gothic LT Std Regular 8 14 1.5 white

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.

colours Our colour palette Colour correct use Colour incorrect use

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 #363534 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.

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

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

typography Our typeface Writing style

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 123456789 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 123456789 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 123456789 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.

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

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 71-75 Uxbridge Road London W5 5SL UK When an address appears in a sentence, e.g. Aurora House, 71-75 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 +44 2 8832 9222

illustrations Illustrations and insights Accompanying insights Illustration library Positioning and usage

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

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

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

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?

photography Photographic style In-store photography Employee portraits

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.

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.

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.

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

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 15 16 14 1 12 11 8 7 5 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 9 1.5 - black Data axis Trade Gothic LT Std Light 9 1.5 - black Data labels Trade Gothic LT Std Light 9 1.5 - black Legend Trade Gothic LT Std Light 9 1.5 - black Source text Trade Gothic LT Std Light 6.5 8 - black When creating charts for internally produced or digital communications all instances of Trade Gothic LT Std should be substituted with the Arial equivalent.

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 9 1.5 - black Data axis Trade Gothic LT Std Light 9 1.5 - black Legend Trade Gothic LT Std Light 9 1.5 - black Source text Trade Gothic LT Std Light 6.5 8 - black When creating charts for internally produced or digital communications all instances of Trade Gothic LT Std should be substituted with the Arial equivalent.

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. 2 9 1.5-7% tint of charcoal Legend Trade Gothic LT Std Light 9 1.5 - black Source text Trade Gothic LT Std Light 6.5 8 - black When creating charts for internally produced or digital communications all instances of Trade Gothic LT Std should be substituted with the Arial equivalent.

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 1 13 - white Table text Trade Gothic LT Std Light 9 1.5 - black Source text Trade Gothic LT Std Light 6.5 8 - black When creating charts for internally produced or digital communications all instances of Trade Gothic LT Std should be substituted with the Arial equivalent.

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

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

stationery

stationery A4 letterhead Size: Trim: 297 x 21 mm, Bleed: 33 x 216 mm mm 4 146 195 21 mm 24 3 1 25.4 26 27 274 297 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. 8 113.5 143 174.5 Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Insight Trade Gothic LT Std Regular 6.5 8 - white Address Trade Gothic LT Std Light 7 11 - charcoal Registered details Trade Gothic LT Std Light 5.5 7 - charcoal

stationery A4 continuation sheet Size: Trim: 297 x 21 mm, Bleed: 33 x 216 mm mm 4 146 195 21 mm 24 3 1 297 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 6.5 8 - white

stationery US continuation sheet Size: Trim: 11 x 8.5 inches, Bleed: 11.25 x 8.75 inches inches 1.58 5.545 8 8.5 inches.955 1.174.411 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 6.5 8 - white

stationery Compliment slip 54 Size: Trim: 99 x 21 mm, Bleed: 15 x 216 mm mm 8 4 146 195 21 mm 1 24 3 85.5 95.5 99 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 6.5 8 - white

stationery Business cards Size: Trim: 55 x 85 mm, Bleed: 61 x 91 mm mm 5 48 8 85 mm 5 19 5 55 Business card front mm 39.5 85 mm 41.5 55 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 9 11 - white Post-nominal letters Trade Gothic LT Std Light 6 11 - white Job title Trade Gothic LT Std Light 9 11 - white Email address Trade Gothic LT Std Light 7 11 - white Address & telephone Trade Gothic LT Std Light 7 1 - white Insight Trade Gothic LT Std Regular 8 1 - white

stationery US business cards Size: Trim: 2 x 3.5 inches, Bleed: 2.25 x 3.75 inches inches.187 1.875 3.312 3.5 inches.187.625 1.785 2 Business card front inches 1.546 3.5 inches 1.54 2 Business card back Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (inches) Name Trade Gothic LT Std Light 9 1 - white Post-nominal letters Trade Gothic LT Std Light 6 1 - white Job title Trade Gothic LT Std Light 9 1.35 white Email address Trade Gothic LT Std Light 7 1 - white Address & telephone Trade Gothic LT Std Light 7 1 - white Insight Trade Gothic LT Std Regular 8 1 - white

stationery Dual language business cards Size: Trim: 55 x 85 mm, Bleed: 61 x 91 mm mm 5 48 8 85 mm 5 19 5 55 Business card front mm 5 48 8 85 mm 5 19 5 55 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 9 11 - white Post-nominal letters Trade Gothic LT Std Light 6 11 - white Job title Trade Gothic LT Std Light 9 11 - white Email address Trade Gothic LT Std Light 7 11 - white Address & telephone Trade Gothic LT Std Light 7 1 - white Insight Trade Gothic LT Std Regular 8 1 - white

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 146 197 21 mm 13 276.5 21 mm mm 283 283 297 297 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 12 16 - white Web address Trade Gothic LT Std Regular 8 14 2 white

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 233 284 297 197 21 Landscape binding cover front mm 13 263.5 297 mm 187 197 21 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 12 16 - white Descriptor Trade Gothic LT Std Regular 1 14 2 white

stationery US portrait binding covers Size: Trim: 11 x 8.5 inches, Bleed: 11.25 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 5.346 8.152 8.5 inches.348 7.342 8.5 inches inches 1.258 1.652 1.652 11 11 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 13 16 - white Web address Trade Gothic LT Std Regular 8 12 - white

stationery US landscape binding covers Size: Trim: 8.5 x 11 inches, Bleed: 8.75 x 11.25 inches inches 7.831 1.652 11 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. 8.152 8.5 Landscape binding cover front inches.348 9.833 11 inches 7.758 8.152 8.5 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 13 16 - white Web address Trade Gothic LT Std Regular 8 12 - white

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

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 21 21 mm 174 179.5 192.5 288 297 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 24 27 - highlight colour

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 14 5 5 185 mm 25 5 5 196 21 mm 2 277 297 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 12 - - white Headline Trade Gothic LT Std Light 72 68 - highlight colour / white Introductory text Trade Gothic LT Std Light 1 13 1.5 highlight colour / white Sub headline Trade Gothic LT Std Bold No.2 13 15 - highlight colour Text Trade Gothic LT Std Light 1 13 1.5 black Text highlights Trade Gothic LT Std Bold No.2 1 13 1.5 black Small text Trade Gothic LT Std Light 6.5 8 1 black

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 83 265 275 282.5 297 14 178.5 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.2 15 19 - white / highlight colour Web address Trade Gothic LT Std Regular 8 14 1.5 white / highlight colour Copyright Trade Gothic LT Std Regular 7 1 - white

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 14 68 73 127 132 186 21 234 288 293 347 352 46 42 mm 2 277 297 A4 brochure grid on a double page spread

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.551 2.752 2.952 5.153 5.353 7.554 8.5 9.445 11.646 11.846 14.47 14.247 16.448 17 inches.787 1.212 11 US Letter brochure grid on a double page spread

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: 12.25 x 9.25 inches) so they can hold other printed materials. dunnhumbyusa folder

literature Corporate folder (continued) Size: Oversize A4 Trim: 316 x 23 mm, Bleed: 322 x 326 mm mm 159 21 23 mm 23 36 46 mm mm 31 316 316 Front cover Folder inside mm 16 192 23 mm 291 31 316 Back cover Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Insight Trade Gothic LT Std Light 12 16 - white Web address Trade Gothic LT Std Regular 8 14 - white / highlight colour

literature Corporate folder (continued) Size: Oversize US Letter Trim: 12 x 9 inches, Bleed: 12.25 x 9.25 inches inches 5.451 8.21 9 inches 9 14 18 inches inches 11.5 12 12 Front cover Folder inside inches.629 7.394 9 inches 11.1 11.395 12 Back cover Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (inches) Insight Trade Gothic LT Std Light 12 16 - white Web address Trade Gothic LT Std Regular 8 14.787 white / highlight colour

literature Corporate folder (continued) Folder cutter guides Illustrated below is the cutter guide for the oversize A4 corporate folder. It has been set up to produce a 316 x 23mm (height x width) folder with a 1mm wide pocket on the inside back cover. The pocket has 2 thumb cuts on the pocket to hold a business card. The pocket has 2mm of capacity with the spine having 3mm to allow for inserts. Depending on the amount of material to be inserted the capacity can be adjusted accordingly. The folder cutter guide is supplied within the artwork of the folder template. There is also template artwork with cutter guide for the oversize US corporate folder. These templates can be found on the dunnhumby brand store website and are available to download with permission. Corporate folder cutter guide Inside flap Back cover Front cover

literature One-pager single sided One-pager front Shown below is an example of a single sided A4 one-pager. The column on the right contains information such as images, charts, tables or diagrams. The wider column on the left contains mainly text but can also contain imagery, charts, tables or diagrams. These templates can be downloaded from the literature section on the dunnhumby brand store website. When producing one-pagers to be used as folder inserts add an extra 2mm to the left hand margin. This allows for hole punching. Imagery 2% Text 25% Charcoal 1% White space 35% Highlight colour 15% Word count: 45 mm 1 133 67.5 2 21 mm 3.5 4 22.8 Content in right-hand column aligns off of first line of text after the introduction passage Supporting images or charts placed in the right-hand column which appear on a white background will require a.5 keyline stroke using a 4% tint of the charcoal colour. 287 297 Size: Trim: 297 x 21 mm Bleed: 33 x 216 mm Logo width: 34mm

literature One-pager single sided (continued) Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Main headline Trade Gothic LT Std Light 3 - - highlight colour Strapline headline Trade Gothic LT Std Light CAPS 11 12 - white Introductory text Trade Gothic LT Std Light 12 17 - highlight colour Question bullet text Trade Gothic LT Std Bold No.2 9 12 1 black Question bullet Trade Gothic LT Std Bold No.2 9 12 3.5 indent 1 highlight colour Text Trade Gothic LT Std Light 9 12 - black Sub headline Trade Gothic LT Std Bold No.2 11 12 - highlight colour Bold text Trade Gothic LT Std Light 9 12 - black Bullet Trade Gothic LT Std Bold No.2 9 12 3.5 indent 1 black Image caption Trade Gothic LT Std Bold No.2 9 12 - black Copyright Trade Gothic LT Std Light 7 8 - highlight colour Web address Trade Gothic LT Std Regular 8 1 2 highlight colour

literature One-pager double sided One-pager front Shown below is an example of a double sided A4 one-pager. The column on the right contains information such as images, charts, tables or diagrams. The wider column on the left contains mainly text but can also contain imagery, charts, tables or diagrams if space is an issue. These templates can be downloaded from the literature section on the dunnhumby brand store website. When producing one-pagers to be used as folder inserts add an extra 2mm to the left hand margin. This allows for hole punching. Please note: The web address does not appear on the front of a double sided one-pager. Imagery 2% Text 25% Charcoal 1% White space 35% Highlight colour 15% Word count: 45 mm 1 133 67.5 2 21 mm 3.5 4 22.8 Content in right-hand column aligns off of first line of text after the introduction passage Supporting images or charts placed in the right-hand column which appear on a white background will require a.5 keyline stroke using a 4% tint of the charcoal colour. 287 297 Size: Trim: 297 x 21 mm Bleed: 33 x 216 mm Logo width: 34mm

literature One-pager double sided (continued) One-pager back Shown below is an example of a double sided A4 one-pager back cover. The column on the right contains information such as images, charts, tables or diagrams. The wider column on the left contains mainly text but can also contain imagery, charts, tables or diagrams if space is an issue. These templates can be downloaded from the literature section on the dunnhumby brand store website. When producing one-pagers to be used as folder inserts add an extra 2mm to the left hand margin. This allows for hole punching. Please note: The web address only appears on the back of a double sided one-pager. Imagery 2% Text 25% Charcoal 1% White space 35% Highlight colour 15% Word count: 45 mm 1 133 67.5 2 21 mm 3.5 4 22.8 Content in right-hand column aligns off of first line of text after the introduction passage Supporting images or charts placed in the right-hand column which appear on a white background will require a.5 keyline stroke using a 4% tint of the charcoal colour. 287 297 Size: Trim: 297 x 21 mm Bleed: 33 x 216 mm Logo width: 34mm

literature One-pager double sided (continued) Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Main headline Trade Gothic LT Std Light 3 - - highlight colour Strapline headline Trade Gothic LT Std Light CAPS 11 12 - white Introductory text Trade Gothic LT Std Light 12 17 - highlight colour Question bullet text Trade Gothic LT Std Bold No.2 9 12 1 black Question bullet Trade Gothic LT Std Bold No.2 9 12 3.5 indent 1 highlight colour Text Trade Gothic LT Std Light 9 12 - black Sub headline Trade Gothic LT Std Bold No.2 11 12 - highlight colour Bold text Trade Gothic LT Std Light 9 12 - black Bullet Trade Gothic LT Std Bold No.2 9 12 3.5 indent 1 black Image caption Trade Gothic LT Std Bold No.2 9 12 - black Copyright Trade Gothic LT Std Light 7 8 - highlight colour Web address Trade Gothic LT Std Regular 8 1 2 highlight colour

literature US one-pager single sided One-pager front Shown below is an example of a single sided US Letter one-pager. The column on the right contains information such as images, charts, tables or diagrams. The wider column on the left contains mainly text but can also contain imagery, charts, tables or diagrams if space is an issue. These templates can be downloaded from the literature section on the dunnhumby brand store website. When producing one-pagers to be used as folder inserts add an extra 2mm to the left hand margin. This allows for hole punching. Imagery 2% Text 25% Charcoal 1% White space 35% Highlight colour 15% Word count: 45 inches 1 5.413 5.78 7.958 8.5 inches.137 1.574.897 Content in right-hand column aligns off of first line of text after the introduction passage Supporting images or charts placed in the right-hand column which appear on a white background will require a.5 keyline stroke using a 4% tint of the charcoal colour. 1.554 11 Logo width: 1.325 inches Size: Trim: 11 x 8.5 inches Bleed: 11.25 x 8.75 inches

literature US one-pager single sided (continued) Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Main headline Trade Gothic LT Std Light 3 - - highlight colour Strapline headline Trade Gothic LT Std Light CAPS 11 12 - white Introductory text Trade Gothic LT Std Light 12 17 - highlight colour Question bullet text Trade Gothic LT Std Bold No.2 9 12 1 black Question bullet Trade Gothic LT Std Bold No.2 9 12 3.5 indent 1 highlight colour Text Trade Gothic LT Std Light 9 12 - black Sub headline Trade Gothic LT Std Bold No.2 11 12 - highlight colour Bold text Trade Gothic LT Std Light 9 12 - black Bullet Trade Gothic LT Std Bold No.2 9 12 3.5 indent 1 black Image caption Trade Gothic LT Std Italic 9 12 - highlight colour Copyright Trade Gothic LT Std Light 7 8 - highlight colour Web address Trade Gothic LT Std Regular 8 1 2 highlight colour

literature One-pager double sided One-pager front Shown below is an example of a double sided US Letter one-pager. The column on the right contains information such as images, charts, tables or diagrams. The wider column on the left contains mainly text but can also contain imagery, charts, tables or diagrams if space is an issue. These templates can be downloaded from the literature section on the dunnhumby brand store website. When producing one-pagers to be used as folder inserts add an extra 2mm to the left hand margin. This allows for hole punching. Please note: The web address does not appear on the front of a double sided one-pager. Imagery 2% Text 25% Charcoal 1% White space 35% Highlight colour 15% Word count: 45 inches 1 5.413 5.78 7.958 8.5 inches.137 1.574.897 Content in right-hand column aligns off of first line of text after the introduction passage Supporting images or charts placed in the right-hand column which appear on a white background will require a.5 keyline stroke using a 4% tint of the charcoal colour. 1.554 11 Logo width: 1.325 inches Size: Trim: 11 x 8.5 inches Bleed: 11.25 x 8.75 inches

literature One-pager double sided (continued) Pne-pager back Shown below is an example of a double sided US Letter one-pager back cover. The column on the right contains information such as images, charts, tables or diagrams. The wider column on the left contains mainly text but can also contain imagery, charts, tables or diagrams if space is an issue. These templates can be downloaded from the literature section on the dunnhumby brand store website. When producing one-pagers to be used as folder inserts add an extra 2mm to the left hand margin. This allows for hole punching. Please note: The web address only appears on the back of a double sided one-pager. Imagery 2% Text 25% Charcoal 1% White space 35% Highlight colour 15% Word count: 45 inches 1 5.413 5.78 7.958 8.5 inches.137 1.574.897 Content in right-hand column aligns off of first line of text after the introduction passage Supporting images or charts placed in the right-hand column which appear on a white background will require a.5 keyline stroke using a 4% tint of the charcoal colour. 1.554 11 Logo width: 1.325 inches Size: Trim: 11 x 8.5 inches Bleed: 11.25 x 8.75 inches

literature One-pager double sided (continued) Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Main headline Trade Gothic LT Std Light 3 - - highlight colour Strapline headline Trade Gothic LT Std Light CAPS 11 12 - white Introductory text Trade Gothic LT Std Light 12 17 - highlight colour Question bullet text Trade Gothic LT Std Bold No.2 9 12 1 black Question bullet Trade Gothic LT Std Bold No.2 9 12 3.5 indent 1 highlight colour Text Trade Gothic LT Std Light 9 12 - black Sub headline Trade Gothic LT Std Bold No.2 11 12 - highlight colour Bold text Trade Gothic LT Std Light 9 12 - black Bullet Trade Gothic LT Std Bold No.2 9 12 3.5 indent 1 black Image caption Trade Gothic LT Std Italic 9 12 - highlight colour Copyright Trade Gothic LT Std Light 7 8 - highlight colour Web address Trade Gothic LT Std Regular 8 1 2 highlight colour

literature One-pager template for internal use One-pager for internal use Shown below is an example of a Microsoft Word one-pager template. The column on the right contains information such as images, charts, tables or diagrams. The wider column on the left contains mainly text but can also contain imagery, charts, tables or diagrams if space is an issue. The one-pager templates are available in each highlight colour in both A4 and US Letter sizes. Each word document comes complete with style sheets and user instructions and can be downloaded from the Marketing Community on isite, the dunnhumby intranet.

literature Corporate one-pager double sided Corporate one-pager Shown below is an example of a double sided A4 corporate one-pager. The corporate one-pager templates are available in both A4 and US Letter sizes. These templates can be downloaded from the literature section on the dunnhumby brand store website. Front Back

literature Bespoke literature On certain occasions it may be necessary to create a bespoke piece of communication. Shown below are examples of some bespoke communications with the dunnhumby look and feel. Although they are different from each other they are easily recognisable as belonging to dunnhumby. For example, there is a consistent use of colour from the dunnhumby palette. Please note: When creating a bespoke Communication you must consult the marketing team for advice. A5 Italia brochure The 39 steps to success in business by Edwina Dunn The 5 year history of dunnhumbyusa

literature Bespoke literature (continued) Any Colour book Quote book dunnhumby fables

literature A3 poster A3 Poster Shown below is an example of an A3 size portrait poster used primarily for internal use. Text is kept to a minumum for maximum visual impact and legibility. Where possible, images are the be placed centrally within the poster area, although this may change depending on the content required. 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. Posters using illustrations or brand value charts and diagrams should be used with the full bleed charcoal background.. These templates can be downloaded from the literature section on the dunnhumby brand store website. mm 2 285 297 mm 31.5 7 75 21 82 48 42 Logo width: 67.5 mm Size: Trim: 42 x 297 mm Bleed: 426 x 33 mm Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Main headline Trade Gothic LT Std Light 68 5 - highlight colour Strapline headline Trade Gothic LT Std Light CAPS 3 5 - white Sub headline Trade Gothic LT Std Bold No.2 23 28 5 highlight colour Text Trade Gothic LT Std Light 21 28 5 black Bold text Trade Gothic LT Std Bold No.2 21 28 - highlight colour Take down date Trade Gothic LT Std Light 9 - - black

literature A2 poster A2 Poster Shown below is an example of an A2 size portrait poster used primarily for internal use. Text is kept to a minumum for maximum visual impact and legibility. Where possible, images are the be placed centrally within the poster area, although this may change depending on the content required. 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. Posters using illustrations or brand value charts and diagrams should be used with the full bleed charcoal background.. These templates can be downloaded from the literature section on the dunnhumby brand store website. mm 3 4 42 mm 45 15 115 88 28 295 574 594 Logo width: 91mm Size: Trim: 594 x 42 mm Bleed: 6 x 426 mm Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Main headline 1 Trade Gothic LT Std Light 15 - - highlight colour Main headline 2 Trade Gothic LT Std Light CAPS 4 - - white Sub headline Trade Gothic LT Std Bold No.2 31.5 4 7 highlight colour Text Trade Gothic LT Std Light 22.5 33 7 black Bullet Trade Gothic LT Std Light 22.5 33 3 highlight colour Take down date Trade Gothic LT Std Light 9 - - black

literature A poster A Poster Shown below is an example of an A size landscape poster. Headline text is positioned in the top left hand corner. Where possible, images are to be placed centrally within the poster area, although this may change depending on the content required. Posters using illustrations or brand value charts and diagrams should be used with the full bleed charcoal background. These templates can be downloaded from the literature section on the dunnhumby brand store website. mm 46 1156 1189 mm 6 88 841 Logo width: 188mm Size: Trim: 1189 x 841 mm Bleed: 1195 x 847 mm Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Main headline Trade Gothic LT Std Light 15 - - white

digital resources HTML emailer Bespoke HTML emailers Product logos

digital resources HTML emailers Email templates Shown below is an example of a dunnhumby dialogue html emailer. The emailers use a two column grid ratio of 66% and 33% for the left and right-hand columns respectively. The imagery should support the concept or theme of the emailer but must adhere to the dunnhumby photographic style. Please refer to the photography section for more detailed guidelines on choosing appropriate imagery. px 3 57 3 66 Size: 66px wide Header bar: Height: 8px Colour: #363534 Highlight bar: Height: 14px Colour: #F37321 Image panel: Height: 129 21px px 14 129 2 66 1 1 1 Typographic style Typeface Size Line height Tracking Space after Colour (pts) (pxs) (pts) (mm) Title Arial lowercase 24 - - #F37321 Sub title Arial uppercase 1 - - #CCCCCC Introductory text Arial bold 1 - - #F37321 Sub headline Arial bold 9 18 - #363534 Text Arial 9 18 - #363534 Text highlights Arial bold 9 18 - #363534 Image caption Arial 9 18 - #363534 Links (link/visited) 1 pxl dashed line - - - #F37321 Links (Hover) 1 pxl dashed line - - - #9B74 Footers Arial 7 - - #888 Web address Arial 8 18 #888

digital resources HTML emailers (continued) Email templates with supporting imagery Shown below is an example of a dunnhumby dialogue html emailer. The emailers use a two column grid ratio of 66% and 33% for the left and right-hand columns respectively. The imagery should support the concept or theme of the emailer but must adhere to the dunnhumby photographic style. Please refer to the photography section for more detailed guidelines on choosing appropriate imagery. Supporting images or charts placed in the righthand column which appear on a white background will require a 1px keyline stroke using colour reference #aaa. px 3 57 1 3 66 Size: 66px wide Header bar: Height: 8px Colour: #363534 Highlight bar: Height: 14px Colour: #F37321 Image panel: Height: 129 21px px 14 129 2 66 1 1 1 Typographic style Typeface Size Line height Tracking Space after Colour (pts) (pxs) (pts) (mm) Title Arial lowercase 24 - - #F37321 Sub title Arial uppercase 1 - - #CCCCCC Introductory text Arial bold 1 - - #F37321 Sub headline Arial bold 9 18 - #363534 Text Arial 9 18 - #363534 Text highlights Arial bold 9 18 - #363534 Image caption Arial 9 18 - #363534 Links (link/visited) 1 pxl dashed line - - - #F37321 Links (Hover) 1 pxl dashed line - - - #9B74 Footers Arial 7 - - #888 Web address Arial 8 18 #888

digital resources Bespoke emailers Bespoke emailers Below are some examples of bespoke dunnhumby emailers.

digital resources Product application logos Product application logos A set of logotypes have been created for our flagship products. The following guidelines apply: All application names are prefixed with dunnhumby stylized device without the essential customer genius strapline. The application name of the logotype should be in bold using our corporate font, Trade Gothic. The dunnhumby stylised device should use the standard font weight. As with most commercial applications, each product name has an icon preceding the solution name. These logotypes should only be used on our applications online but can also be used in supporting documentation such as product manuals or training notes. Only master artwork of logotypes should be used. These can be downloaded from the logo versions section on the dunnhumby brand store website. dunnhumby Media Centre dunnhumby Price Sense dunnhumby Shop dunnhumby Shelf Review dunnhumby Promotions Workbench dunnhumby Download

advertising Corporate advertising Recruitment advertising

advertising Corporate advertising Shown below is an example of an A5 dunnhumby corporate advertisement. Sizes will vary according to each publication so it is important to maintain consistent proportions of each element. mm mm 141 148 188 21 21 Size: Type area: 196 x 134 mm Trim: 21 x 148 mm Bleed: 216 x 154 mm Logo width: 3mm Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Insight Trade Gothic LT Std Regular 1 12 - white Descriptor Trade Gothic LT Std Regular 8 1 - white Web address Trade Gothic LT Std Regular 8 1 - white

advertising Recruitment advertising Shown below is an example of a dunnhumby recruitment advertisement. Sizes will vary according to each publication so it is important to maintain consistent proportions of each element. mm mm 6 54 69 128.5 134.5 17 21 38 49 94.5 98.5 Logo width: 34mm Size: Type area: 98.5 x 134.5 mm Trim: mm Bleed: mm Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Insight Trade Gothic LT Std Regular 5 6 - white Headline Trade Gothic LT Std Regular 18 2 - black Introductory text Trade Gothic LT Std Light 7 9 - black Sub headline Trade Gothic LT Std Light 9 1.5 - black Bullet text Trade Gothic LT Std Light 7 9 - black Text Trade Gothic LT Std Light 6 8.5 - black

branded merchandise Logo usage for branded merchandise Merchandise items

branded merchandise Logo usage for branded merchandise The dunnhumby logo for branded merchandise Because printing techniques differ from the more common pre-press method, specific logos have been created for use when printing on branded merchandise only. Examples of these are shown below. All colours are printed as solid Pantones to avoid the type being broken-up by halftone screens which occurs when printing tints of a colour. They are available to download from the dunnhumby brand store website. Colour: Pantone Black 7 Colour: Pantone 421 Minimum logo size 27.4mm Minimum logo width For legibility the minimum logo width should be no less than 27.4mm. 27.4mm Minimum width for international logotypes To determine the minimum size for international logotypes measure the width of the dunnhumby logo and strapline and not the suffix. Use of logo on dark coloured merchandise When the logo is printed on dark coloured merchandise it must appear in white as per the logo shown below. Colour: Pantone 421 Colour: White

branded merchandise Merchandise items Shown below are examples of dunnhumby branded merchandise. For the availability of these items please contact the marketing team. Please note: You must contact the Communications Team if you are creating any new branded merchandise. Pens Umbrellas Mousemats Stress balls

signage Location sign

Signage Location signs Shown below is an example of a dunnhumby location sign. This artwork can be found on the dunnhumby brand store website and is available to download with permission. London LONDON Logo width: 1mm 1metre Typographic style Typeface Size Leading Tracking Space after Colour (pts) (pts) (pts) (mm) Location Trade Gothic LT Std Regular 227-227 - pantone black 7 U

printing & finishing Colour application Printing, paper stocks & binding FSC accreditation Paper stock specification

printing & finishing Colour application Colour test sheets for prepress proofs Shown below is an example of an A2 colour test sheet for the dunnhumby palette. A template of this colour test sheet is available from the dunnhumby brand store website and can be used for colour proofing by your printer. The test sheet shows all the Pantone and CMYK colours from the dunnhumby colour palette as they should appear when printed on Revive 5:5 Offset uncoated paper stock. The paper stock is supplied by Robert Horne Group (www.roberthorne.co.uk). For the complete paper specifications of Revive 5:5 Offset uncoated please refer to the page about paper stock. If you would like a hard copy of this test sheet printed on Revive 5:5 Offset uncoated paper stock please contact Marketing Communications. This sheet can be used by your printer as a reference for matching to. Please refer to the colour section of the brand store for more information on colour specification. A2 colour test sheet for the dunnhumby Pantone and CMYK palettes

printing & finishing Printing, paper stocks & binding The tables shown below specify the appropriate paper stocks and weight, colour specification and binding methods for each piece of dunnhumby communication. If you are creating a new dunnhumby communication such as bespoke literature piece you must contact the marketing team for guidance. Printing To have less impact on the environment dunnhumby does not use laminate or spot UV methods on any of it s communications. Stationery Communication type Size (mm / inches) Paper stock & weight Colour specification Letterhead A4 / US Letter Revive 5:5 Uncoated, 11 gsm Full colour & Pantone Black 7 U Continuation sheet A4 / US Letter Revive 5:5 Uncoated, 11 gsm Full colour & Pantone Black 7 U Compliments slip DL Revive 5:5 Uncoated, 11 gsm Full colour & Pantone Black 7 U Business card 55 x 85 / 2 x 3.5 Revive 5:5 Uncoated, 35 gsm Full colour & Pantone Black 7 U Binding covers A4 / US Letter Revive 5:5 Uncoated, 3 gsm Full colour & Pantone Black 7 U Notebook A5 Revive 5:5 Uncoated, 1 gsm Pantone Black 7 U Literature Communication type Size (mm / inches) Paper stock & weight Colour specification Brochure A4 / US Letter Cover: Full colour & Pantone Black 7 U Revive 5:5 Uncoated, 25 gsm Inside section: Revive 5:5 Uncoated, 17 gsm Corporate folder 316 x 23 / 12 x 9 Revive 5:5 Uncoated, 35 gsm Full colour & Pantone Black 7 U Sales aid A4 / US Letter Revive 5:5 Uncoated, 17 gsm Full colour & Pantone Black 7 U Binding Communication type Binding covers Notebook Brochure Binding method Spiral bound using black wire combs along the left edge Spiral bound using black wire combs along the left edge Perfect bound or saddled stitched depending on amount of pages

printing & finishing FSC accreditation When possible dunnhumby prefers to use printers that have been certified by The Forest Stewardship Council (FSC). The FSC is founded on inclusive and shared responsibility for setting high social, environmental and economic standards for forest management. The FSC Chain of Custody scheme is a unique monitoring and tracking system which follows wood-based products, including paper, from responsibly managed woodlands and controlled wood sources around the world through the supply chain to the end-user. As the principle purchaser of paper products, printers are a vital link in the FSC Chain of Custody and have a particular responsibility for the growth of environmentally friendly paper products. The FSC stamp provides assurance that paper-based products are manufactured from material sourced from forests certified according to stringent environmental, social and economical standards, controlled wood sources and/or FSC recycled fibre and enables consumers to trace the paper product from its roots. The FSC trademark Communications that have been produced by a FSC certified printer can show the FSC trademark. Please refer to the appropriate sections within the brand store on positioning the FSC trademark correctly. The FSC trademark contains a registration code unique to each printer with FSC certification. This trademark must be obtained from the printer if it is to be shown on any printed dunnhumby communication that adheres to the FSC standards. FSC trademark example Information stating that paper stock is made from 5% recycled material Unique FSC registration code example Some of the information above was obtained from The Forest Stewardship Council (FSC) website. For further information about the FSC please visit www.fsc.org. The FSC trademark example is for illustrative purposes only and must not be reproduced on any piece of dunnhumby communication. Each trademark must be supplied by the printer which has the appropriate FSC certification.

printing & finishing Paper stock specification Revive 5:5 Offset specifications White uncoated paper and board Substance g/m² 8 9 1 11 135 15 17 25 3 35 Caliper μm (approx) 12 113 125 137 167 186 26 292 351 396 Opacity (ISO) % 93 94 95 96 97 98 99 - - - Brightness (ISO) D65 16 16 16 16 16 16 16 16 16 16 Whiteness CIE D65 148 148 148 148 148 148 148 148 148 148 Smoothness (Bendtsen) ml/min TS 2 2 2 22 22 22 22 22 22 22 Smoothness (Bendtsen) ml/min WS 2 2 2 22 22 22 22 22 22 22 Rigidity (Taber Stiffness Units) 15 MD 2.2 3. 2 4. 2 5 8.1 13 18 62 14 143 Rigidity (Taber Stiffness Units) 15 CD 1 1.5 2 2.7 4.4 5.6 9.5 34 54 77 Surface ph 8.1 8.1 8.1 8.1 8.1 8.1 8.1 8.1 8.1 8.1 Technical capability Printing process Litho Screen ruling Up to 15 Printing inks Varnishing Emulsion sealing Hot foil blocking Creasing Thermography Laser guaranteed Permanence of paper Conventional, UV and IR are preferred, however Press Open inks have been found to be satisfactory. High temperature resistant fully oxidising ink for litho pre-print when subsequent laser printing. Board substances only - Machine or UV screen varnishing are both possible. Best results are obtained on top of emulsion sealing. For very high gloss results it may be necessary to matt UV varnish on top of emulsion sealer before gloss UV varnishing. Good results have been obtained by spot varnishing on solid or dense tones by either method. Any varnish applied directly to unprinted areas of the sheet may cause variations in gloss levels. Yes, board substances only Yes, laser grade foil available Pre-creasing is advisable on 15g/m² and above, or when folding through a dense or solid tone, by using a creasing matrix Yes Yes, 1g/m² mono only Yes, meets ISO976 requirements for Permanence of Paper Environmental information Fibre source Bleaching Disposal Accreditation 5% post consumer waste and 5% virgin wood fibre from Canada Pulp is bleached using an Elemental Chlorine Free (ECF) process This material can be disposed of by recycling This product has been awarded the NAPM 5% Recycled Mark Produced at a mill that is certified with the ISO141 environmental management standard. FSC Mixed Sources - product group from recycled wood or fibre, well-managed forests and other controlled sources. The above information has been taken from the Robert Horne Group website and may be subject to change. For further information please visit www.roberthorne.co.uk

dunnhumby 212 dunnhumby.com