2010 Guidelines - Beyers · ANNO 2010 Guidelines ... Een volle zachte smaak met een verfijnd aroma Un goût corsé avec un arôme subtil Authentics 1880 AROMA AUTOMATEN ... This output

ANNO 2010Guidelines

Version 1.0

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

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1. Constructing the brand identityAbove 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.

X

XX

XXBackground Support

Brand visual

Brand name

Baseline

White borderonly visible on

dark background.will be a 7th of “X”

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PANTONE

Pantone 381C

Pantone 4625C

CMYK

20% 0% 90% 0%

45% 77% 90% 60%

RGB

220% 220% 64%

78% 48% 29%

Black & White

20% grey

100% black

2. Colours of the brand identityEvery 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.

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2. Colours of the brand identityOn 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

RAL 1016

RAL 8016

No screen

Black

50% Grey

White

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

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Rainforest - Authentic Mold

Pantone 381C

Pantone 4625C

Pantone 7492C

Max Havelaar - Authentic Mold

Pantone 381C

Pantone 4625C

Pantone 7504C

Max Havelaar - Espresso Beans

Pantone 381C

Pantone 4625C

Pantone 311C

2. Colours of the brand identityThis 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.

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

Full LogoMin. 60mm

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

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

Adapted LogoMin. 12 mm only for PMS

Adapted LogoMin. 12 mm only for Black & White

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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 colours of the logo!



Do NOT increase the size of the white border!

Do NOT change the shape of the square

Do NOT change the shape of the square

Do NOT change the typeface of the logo!

Do NOT the positive image!

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

Mrs Eaves®Mrs Eaves is an alternative typeface used on the 500kg packs.

Fritz Quadrata®Used for the logo and text

Mrs Eaves Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz ,?;.:/=+@&é”’(§è*$€£)...

Fritz Quadrata MediumABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz ,?;.:/=+@&é”’(§è*$€£)...

Mrs Eaves Small caps

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz ,?;.:/=+@&é”’(§è*$€£)...

Fritz Quadrata BoldABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz ,?;.:/=+@&é”’(§è*$€£)...

BEY09168-xx - Beyers Ad proposal 17.09 /09 PH1

Beyers koffi e NV | Koning Leopoldlaan 3 | 2870 PUURSTEL 00 32 (0)52.30.00.30 | FAX 00 32 (0)52 30 59 70

Of u nu thuis of op het werk van uw koffi e geniet , wij vinden dat eerlijk en heerlijk onlosmakelijk met elkaar verbonden zijn.

Ontdek de wereld van Beyers Fairtrade koffi e aan de hand van ons uitgebreide assortiment:

Op kantoor: C(o)ffee B(reak) S(ystem) dé zorgeloze en gebruiksvriendelijke voor uw koffi egenot op kantoor…Thuis: Gemalen koffi e 250gr en Beyers Fairtrade Discovery Box, tijdelijk beschikbaar tijdens eindejaarsperiode!

www.beyerskoffi e.be info@beyerskoffi e.be

Bij Beyers,gepassioneerd koffiff ebranderfifi

sinds 1880ds 1880, hebben we al lang, hebben we aleen boontje

voor Fairtrraaddee FF kkoofffififfff ee.. fifififi

BEY09168-xx - Beyers Ad proposal 17.09 /09 PH1

Beyers koffi e NV | Koning Leopoldlaan 3 | 2870 PUURSTEL 00 32 (0)52.30.00.30 | FAX 00 32 (0)52 30 59 70

Of u nu thuis of op het werk van uw koffi e geniet , wij vinden dat eerlijk en heerlijk onlosmakelijk met elkaar verbonden zijn.

Ontdek de wereld van Beyers Fairtrade koffi e aan de hand van ons uitgebreide assortiment:

Op kantoor: C(o)ffee B(reak) S(ystem) dé zorgeloze en gebruiksvriendelijke voor uw koffi egenot op kantoor…Thuis: Gemalen koffi e 250gr en Beyers Fairtrade Discovery Box, tijdelijk beschikbaar tijdens eindejaarsperiode!

www.beyerskoffi e.be info@beyerskoffi e.be

Bij Beyers,gepassioneerd koffiff ebranderfifi

sinds 1880ds 1880, hebben we al lang, hebben we aleen boontje

voor Fairtrraaddee FF kkoofffififfff ee.. fifififi

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6. How to use it on picturesBelow 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.

On a dark background the logo is always surrounded by a fixed white border. Underneath the logo there is a shadow to detach the logo from the picture.

AuthenticsANNO 1880

AROMAAUTOMATEN

INTENSE

GEMALEN-MOULU

Strength3

Een volle zachte smaakmet een verfijnd aromaUn goût corsé avec un

arôme subtil

AuthenticsANNO 1880

AROMAAUTOMATEN

INTENSE

GEMALEN-MOULU

Strength3Minimum 30%certified content


arôme subtil

Strength3

EXTRA DARK ROASTED

GUSTO INTENSOEen volle zachte smaakmet een verfijnd aromaUn goût corsé avec un

arôme subtil

BONEN-GRAINS

ANNO 1880

Espresso

Strength3

EXTRA DARK ROASTED


arôme subtil

BONEN-GRAINS

ANNO 1880

Espresso

AuthenticsANNO 1880

AROMAAUTOMATEN

INTENSE

GEMALEN-MOULU

Strength3


arôme subtil

AuthenticsANNO 1880

AROMAAUTOMATEN

INTENSE

GEMALEN-MOULU

Strength3Minimum 30%certified content


arôme subtil

Strength3

EXTRA DARK ROASTED


arôme subtil

BONEN-GRAINS

ANNO 1880

Espresso

Strength3

EXTRA DARK ROASTED


arôme subtil

BONEN-GRAINS

ANNO 1880

Espresso

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

Background: dark tone leaning toward the colour code.

Initial or drop caps in transparency

Smoke evoking aroma

Logo with metallic border should be used on the pack. The border is bigger because of the métalic color (p5).

The picture should draw the attention to the product and must evoke the idea of warmth.

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

Colour code: see below for other colour codes.

Quality label

AuthenticMold

AuthenticMold

AuthenticBeans

EspressoBeans

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

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Beyers® Koffie N.V./S.A. Tel +32 (0)52 30 00 30 B.T.W.-T.V.A. BE0404 816 038Koning Leopoldlaan, 3 Fax +32 (0)52 30 59 79 FORTIS: 220-0012757-862870 Puurs-Breedonk (B) [email protected] IBAN: BE78 2200 0127 5786

www.beyers.eu BIC: GEBABEBB18A

brand & packaging designrue Malibranstraat, 751050 Brussels (Belgium)

www.monalisa.be-com

Client name: BeyersJob ref.: BEY 09168_09 Job name: BEY09168_09_Letterhead

Date (original): 19.10 /09 Realese date (OK client): 00.00 /09

Platform: Mac Pro (Intel) Software: ADOBE ILLUSTRATOR CS3

Colours: Technical printing: Offset

3 PMS 381 C Plan n°: formar A4 210 mm x 297 mm

PMS 4625 C Scale: 100%

Black Please use the fonts delivered with the cd-rom

This output is not an accurate colour proof The barcode number has to be verified by the client

Job status:FD 19 10 09 BL

C1 19 10 09 BL

C2

C3

C4

C5

C6

STOP OKcancelled released

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

Beyers® Koffie N.V./S.A.Koning Leopoldlaan, 32870 Puurs-Breedonk (B) - www.beyers.eu

114

229 mm

Window

Patte de fermeture

brand & packaging designrue Malibranstraat, 751050 Brussels (Belgium)

www.monalisa.be-com

Client name: BeyersJob ref.: BEY 09168_09 Job name: BEY09168_09_Enveloppe

Date (original): 19.10 /09 Realese date (OK client): 19.10 /09

Platform: Mac Pro (Intel) Software: ADOBE ILLUSTRATOR CS3

Colours: Technical printing: Offset

3 PMS 381 C Plan n°: format 229 mm x 114 mm

PMS 4625 C Scale: 100%

Black Please use the fonts delivered with the cd-rom

This output is not an accurate colour proof The barcode number has to be verified by the client

Job status:FD 19 10 09 BL

C1

C2

C3

C4

C5

C6

STOP OKcancelled released

BEY0

9168

-09

- Bus

ines

s Ca

rd B

eyer

s 30

.09

/09

PH2-

V1

Serge Van GeertruySales Manager OOH

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

www.beyerskoffie.be

Beyers Koffie N.V.VV/S.A.De Burburestraat, 6 - Antwerpen 2000 (B)

+32 (0) P. 03 260 16 30 F. 03 260 16 39BTBB WTT /TVA.TT BE 0404 816 038

recto verso

Steve BeyersSales Manager Retail


www.beyerskoffie.be

Laurent SohieJr Account Manager Retail


www.beyerskoffie.be

Beyers Koffie N.V.VV/S.A.K. Leopoldlaan, 3 - Puurs 2870 (B)


Beyers Koffie N.V.VV/S.A.K. Leopoldlaan, 3 - Puurs 2870 (B)


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9. ContactDesigned by monalisafor further information:

Product Manager BENELUXCindy Goosens [email protected]

Documents

2010 Guidelines - Beyers · ANNO 2010 Guidelines ... Een volle zachte smaak met een verfijnd aroma Un goût corsé avec un arôme subtil Authentics 1880 AROMA AUTOMATEN ... This output