ANNO Guidelines. A consistent & coherent branding makes a strong brand. This guideline provides information to do so. Version 1

ANNO

2010

Guidelines

A consistent & coherent branding makes a strong brand. This guideline provides information to do so.

Version 1.0

1. Constructing the brand identity Above all, the grey area surrounding the logo is a ‘no man’s land’. It is an area that should remain blanc, it should be kept free of images and texts at all times. Secondly, the logo may NOT be changed. Every component of the logo is accurately defined. Therefore, alternations are not permitted.

Background

Support Brand visual

X

X

X

X

X

Brand name Baseline

White border only visible on dark background. will be a 7th of “X”

2

2. Colours of the brand identity Every medium is different and has its own colour formula. This page covers all the ways in which the logo can appear on screen or on paper.

PANTONE

CMYK

Pantone 381C

20%

0%

90%

0%

Pantone 4625C

45%

77%

90%

60%

Black & White

RGB 220%

220%

64%

20% grey

78%

48%

29%

100% black

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2. Colours of the brand identity On this page we have made a logo in flat colours. It can be used when there is no way to print it correctly.

2 colours no screen

No screen

RAL 1016

Black

RAL 8016

50% Grey White N.B. The “no screen” logo can be reduced without loss of shadow.

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2. Colours of the brand identity This page covers all the ways in which the logo can appear on Pack. The outline is made a little bit thicker (X=4,5) because it’s a PMS print on a metallic surface.

Rainforest - Authentic Mold

Max Havelaar - Authentic Mold

Pantone 381C

Pantone 381C

Pantone 4625C

Pantone 4625C

Pantone 7492C

Pantone 7504C

Max Havelaar - Espresso Beans Pantone 381C Pantone 4625C Pantone 311C

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3. Minimum size of the logo To maximise the legibility, the following sizes are recommended (for all the brand identity variants)

Full Logo Min. 60mm

25 mm is the minimum size of the logo in CMYK.

20 mm is the maximum size of the logo in PMS.

Adapted Logo Min. 12 mm only for PMS Adapted Logo Min. 12 mm only for Black & White

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su su pp su pp or su pp ort t - s su pp ort - s up su pp or - s up po su pp ort t - s up por rt su pp or - s up po t - su su pp ort t - s up por rt - sup ppo su pp or - s up po t - su p rt su pp ort t - s up por rt - sup ppo ort - su su pp or - s up po t - su p rt - s pp su pp ort t - s up por rt - sup ppo ort - su upp or pp or - s up po t - su p rt - s p or t or t - up po rt - su pp ort - s up por t t - su p rt su pp or - up po t pp or - s p o t - su p rt or t - up po rt - su pp ort t - su p rt su pp or su pp ort - s p or t pp or - s up po t or t - up po rt t - su p rt su pp ort pp or or t t-

4. Don’t Here are some examples of what you may NOT do!

Do NOT change the proportion of the logo! Do NOT change the shape of the square Do NOT change the shape of the square

Do NOT change the colours of the logo!



Do NOT increase the size of the white border!

Do NOT change the typeface of the logo!

Do NOT the positive image!

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5. Typography The typefaces have to be purchased on websites such as www.fontshop.com.

Fritz Quadrata® Used for the logo and text Fritz Quadrata Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz ,?;.:/=+@&é”’(§è*$€£)... Fritz Quadrata Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz ,?;.:/=+@&é”’(§è*$€£)...

Mrs Eaves® Mrs Eaves is an alternative typeface used on the 500kg packs. Mrs Eaves Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz ,?;.:/=+@&é”’(§è*$€£)... Mrs Eaves Small caps ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz ,?;.:/=+@&é”’(§è*$€£)...

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6. How to use it on pictures Below you find 2 good examples of how to use the logo on pictures. The image crossed out in red illustrate what you may NOT do. If you have any doubts, please ask Beyers ®. On a light background the logo will not have a white border. It’s size and position are free but must be in line with the brand values. Bij Beyers, gepassioneerd koffi ffiebrander sinds ds 1880, 1880, hebben we al lang een boontje voor FFairtrrade koffie. Of u nu thuis of op het werk van uw koffie geniet , wij vinden dat eerlijk en heerlijk onlosmakelijk met elkaar verbonden zijn. Ontdek de wereld van Beyers Fairtrade koffie aan de hand van ons uitgebreide assortiment: Op kantoor: C(o)ffee B(reak) S(ystem) dé zorgeloze en gebruiksvriendelijke voor uw koffiegenot op kantoor… Thuis: Gemalen koffie 250gr en Beyers Fairtrade Discovery Box, tijdelijk beschikbaar tijdens eindejaarsperiode!

www.beyerskoffie.be [email protected] Beyers koffie NV | Koning Leopoldlaan 3 | 2870 PUURS TEL 00 32 (0)52.30.00.30 | FAX 00 32 (0)52 30 59 70

#JK#FZFST HFQBTTJPOFFSELPG¹FCSBOEFSTJOET IFCCFOXFBMMBOHFFOCPPOUKF WPPS'BJSUSBEFLPG¹F 0GVOVUIVJTPGPQIFUXFSLWBOVXLPG¹FHFOJFU XJKWJOEFO EBUFFSMJKLFOIFFSMJKLPOMPTNBLFMJKLNFUFMLBBSWFSCPOEFO[JKO 0OUEFLEFXFSFMEWBO#FZFST'BJSUSBEFLPG¹FBBOEFIBOEWBO POTVJUHFCSFJEFBTTPSUJNFOU 0QLBOUPPS$ P GGFF# SFBL 4 ZTUFN En[PSHFMP[FFO HFCSVJLTWSJFOEFMJKLFWPPSVXLPG¹FHFOPUPQLBOUPPS¥ 5IVJT(FNBMFOLPG¹FHSFO#FZFST'BJSUSBEF%JTDPWFSZ#PY UJKEFMJKLCFTDIJLCBBSUJKEFOTFJOEFKBBSTQFSJPEF

Bij Beyers, gepassioneerd koffi ffiebrander @T@MN±$
Of u 5&- ]'"9 nu thuis of op het werk van uw koffie geniet , wij vinden dat eerlijk en heerlijk onlosmakelijk met elkaar 17.09 /09 PH1 BEY09168-xx - Beyers Ad proposal verbonden zijn. Ontdek de wereld van Beyers Fairtrade koffie aan de hand van ons uitgebreide assortiment: Op kantoor: C(o)ffee B(reak) S(ystem) dé zorgeloze en gebruiksvriendelijke voor uw koffiegenot op kantoor… Thuis: Gemalen koffie 250gr en Beyers Fairtrade Discovery Box, tijdelijk beschikbaar tijdens eindejaarsperiode!

www.beyerskoffie.be [email protected] Beyers koffie NV | Koning Leopoldlaan 3 | 2870 PUURS On a dark background the logo is always surrounded by a fixed white border. Underneath TEL 00 32 (0)52.30.00.30 | FAX 00 32 (0)52 30 59 70 the logo there is a shadow to detach the logo from the picture.

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7. Packaging example The packaging is the most important vehiculator of the brand. It stands for quality, expertise and flexibility.

Background: dark tone leaning toward the colour code. ANNO

1880

ANNO

Authentics

1880

Authentics Initial or drop caps in transparency Smoke evoking aroma

The picture should draw the attention to the product and must evoke the idea of warmth. Logo with metallic border should be used on the pack. The border is bigger because of the métalic color (p5). Colour code: see below for other colour codes.

S

Een volle zachte smaak met een verfijnd aroma Un goût corsé avec un arôme subtil engt Minimum 30% certified content

3

tr

Text: typefaceGEMALEN-MOULU is Mrs Eaves (see p5) AROMA In this Case the text in the colour code is AUTOMATEN INTENSE printed with an ink-jet printer.

h

Quality label

Een volle zachte smaak met een verfijnd aroma Un goût corsé avec un arôme subtil engt S

GEMALEN-MOULU AROMA AUTOMATEN INTENSE

3

tr

h

Authentic Mold

Here you can find an example of various packs with their own colour code. ANNO

1880

ANNO

1880

ANNO

1880

ANNO

1880

Espresso

Espresso



BONEN-GRAINS EXTRA DARK ROASTED GUSTO INTENSO

BONEN-GRAINS EXTRA DARK ROASTED GUSTO INTENSO

Een volle zachte smaak met een verfijnd aroma Un goût corsé avec un arôme subtil engt


Minimum 30% certified content

3

tr

h

Een volle zachte smaak met een verfijnd aroma Un goût corsé avec un arôme subtil engt S

S


3

tr

h

Authentic Mold

3

tr

h

Authentic Beans

S

Authentics

S

Authentics

3

tr

h

Espresso Beans

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8. Inside communication tools Below you can find an example of a letter, a business card and an envelope.

Serge Van Geertruy Sales Manager OOH

GSM. +32 (0) 494 52 76 49 [email protected]

De +32

www.beyerskoffie.be

229 mm recto

rmeture

fe Patte de

114

Beyers® Koffie N.V./S.A. Koning Leopoldlaan, 3 2870 Puurs-Breedonk (B) - www.beyers.eu

ow

Wind

Steve Beyers

Sales Manager Retail GSM. +32 (0) 476 48 72 90 Job status: [email protected]

Client name: Beyers

brand & packaging design rue Malibranstraat, 75 1050 Brussels (Belgium) www.monalisa.be-com

Beyers® Koffie N.V./S.A. Koning Leopoldlaan, 3 2870 Puurs-Breedonk (B)

Tel +32 (0)52 30 00 30 Fax +32 (0)52 30 59 79 [email protected] www.beyers.eu

Job ref.: BEY 09168_09

Job name: BEY09168_09_Enveloppe

FD 19 10 09

Date (original): 19.10 /09

Realese date (OK client): 19.10 /09

C1

Platform: Mac Pro (Intel) Colours:

Software: ADOBE ILLUSTRATOR CS3 Technical printing: Offset

C2

3

BL

www.beyerskoffie.be C4

PMS 381 C

Plan n°: format 229 mm x 114 mm

PMS 4625 C

Scale: 100%

Black

This output is not an accurate colour proof

+32

C3 C5

Please use the fonts delivered with the cd-rom The barcode number has to be verified by the client

C6 STOP

cancelled

OK

released

B.T.W.-T.V.A. BE0404 816 038 FORTIS: 220-0012757-86 IBAN: BE78 2200 0127 5786 BIC: GEBABEBB18A

Client name: Beyers

Job status:

Job ref.: BEY 09168_09

Job name: BEY09168_09_Letterhead

FD 19 10 09

BL

Date (original): 19.10 /09

Realese date (OK client): 00.00 /09

C1 19 10 09

BL

Platform: Mac Pro (Intel) Colours:

Software: ADOBE ILLUSTRATOR CS3 Technical printing: Offset

Laurent Sohie C3 C2

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9. Contact Designed by monalisa for further information: Product Manager BENELUX Cindy Goosens [email protected]

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ANNO Guidelines. A consistent & coherent branding makes a strong brand. This guideline provides information to do so. Version 1

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