Metro Deli® Brand GuidelinesApril, 2018

METRO DELI® GUIDELINES

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Table of ContentsBrand Statement 3

Brand Voice 4

Brand Mark 5

Primary Color Palette 8

Typography 9

Photography 10

Omni-Channel Applications 12

Packaging 14

Brand StatementWith tradition and quality ... just like your neighborhood deli

Conjure up an image of a corner deli stocked with only the freshest ingredients. That's what Metro Deli® brings to your tables today. Serve up the authentic sandwich creations your guests love with our all natural* meats, premium cheese and our newest line of meats and poultry, raised without antibiotics.

Brand Statement defines the products and benefits of the brand. It’s generally used on websites, sell sheets, guides and any promotional pieces that showcase several items of that brand.

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METRO DELI® GUIDELINES BRAND STATEMENT

*Minimally processed, no artificial ingredients

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BRAND VOICE

Brand Voice BTBFor food operators, it’s important to deliver the message that Metro Deli products are all natural*. Metro Deli products are an opportunity to create the New York deli experience with products of the best quality. It’s all about recreating that old-fashioned experience when the best meats come from the neighborhood deli.

Brand Voice BTCFor consumers, Metro Deli is portrayed as an all natural* alternative to processed deli sandwiches. Materials should also present a bit of nostalgia for those who are familiar with neighborhood delis. For others, it’s an experience of something better than standard sandwich fare.

*Minimally processed, no artificial ingredients

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BRAND MARK

Brand Mark

Metro Deli is about authenticity, with black and white photography incorporated right into the logo design. The Metro Deli logo conjures classic deli stories about wholesome, abundant and flavorful food with an endearing name. With a shopkeeper’s scrawled numbering and classic typography, the black and white labeling system strikes a fine balance between traditional and modern design.

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PROTECTED SPACE & MINIMUM SIZE

Protected Space & Minimum SizeThis striking black and white brand requires quiet space around key graphic components to work.

To keep the integrity of the brand consistent across all applications, it is important to abide by the rules laid out in these guidelines, starting with the protected space and minimum size. The Metro Deli logo should appear no smaller than .5 inch in width in any application. Smaller usage could result in the elements of the logo filling in and poor reproduction when printed. The protected space means the clear space found around the logo. It must always be at least ½ the width of the logo.

For brand-related marketing collateral, the brand should appear on the left. For product-specific Metro Deli items, the brand should appear on the right or where space is available.

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INCORRECT USE OF THE BRAND MARK

Do not change the color. Do not add a drop shadow. Do not rotate the logo.

Do not remove or change the graphics elements.

Do not scale disproportionately.

Do not skew.

Do not place on top of busy photography or background color.

Incorrect Use of the Brand Mark

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PRIMARY COLOR PALETTE

CMYK

C: 25M: 0Y: 98K: 0

R: 206G: 220B: 70

HTML: #C4D600

Process Black

C: 0M: 0Y: 0K: 100

R: 0G: 0B: 0

HTML: #00000

Primary Color PaletteThis bold black and white palette carries across many applications effectively. Classic black and white photography embodies heritage and a simpler time.

There is no spot color. Printing is a four-color process.

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TYPOGRAPHY

TypographyThe primary typefaces used for Metro Deli are Berthold Akzidenz Grotesk Condensed and Medium. They were chosen for their clean lines and readability, as well as economy of space. Typeset headers and subheads in medium and bold weight, leaving the body copy and call-outs in light or regular weight, as the design permits. Use uppercase for headers wherever possible.

The secondary typeface for Metro Deli is Aundee BTN. Use sparingly where the design permits. Take care in legibility and scale when working with this script.

NOTE: Headers for body copy should be typeset using Berthold Akzidenz Grotesk Medium, and the body copy should be typeset using Chronicle Roman.

Berthold Akzidenz Grotesk CondensedABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Berthold Akzidenz Grotesk Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Aundee B TN ABCDEFGHIJK LMNOPQRSTUVWXYZ abcdefghij klmnopqrstuvwxyz 1234567890

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PHOTOGRAPHY

PhotographyDelicious food photography is a very important part of every brand when designing collateral and print.

Metro Deli food imagery should be robust with an element of casual fun. Big sandwiches, crumbs and crumpled paper bring authenticity with tempting details. Shoot food from unexpected angles and zoom in for texture and detail. Styling should be natural and less controlled. Drips, pours and falling details define this totally edible photographic style.

Scoop Magazine

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PHOTOGRAPHY

Cutting boards, utensils, raw foods, produce, chips, etc., will achieve that effect. Shoot photography with short depth of field for a soft-focus background.

Food should be photographed with bright, airy lighting and retouched to eliminate shadows and distracting imperfections. When selecting imagery or planning a shoot, opt for high-quality photography with simple propping and ultimate appetite appeal.

Images are illustrative of visual styling and are not indicative of product categories.

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OMNI-CHANNEL APPLICATIONS

Omni-Channel ApplicationsIt’s important that voice and look apply to all mediums to tell a consistent and complete Metro Deli story.

Metro Deli marketing materials include:

• Websites. The US Foods® website contains information about the brand and features select images of Metro Deli products.

• Sell Sheets. The two-sided handouts feature information about our products.

• Table Tents/Posters/Signage. These materials help promote Metro Deli items for customers. Some materials contain blank frames to allow customization, such as a restaurant’s name or special pricing.

All applications must adhere to the signature Metro Deli design described in previous pages.

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OMNI-CHANNEL APPLICATIONS

RWA Flyer

Operator's Guide

Brochure

ONLY THE FINEST MEATSMAKE THE CUT

LIKE THE NEIGHBORHOOD DELI

PostersMUST-HAVE SNACK!

ONLY 100 CALORIES PER BAG!

Try our air-popped Metro-Deli® Popcorns, made with simple, gluten-free ingredients.

Nutritional Guide

** Protein used has been raised without antibiotics or added hormones and vegetarian fed. (Federal regulations prohibit the use of hormones in poultry.)* Federal regulations prohibit the use of hormones in pork

*** Protein used has been raised without antibiotics or added hormones.

METRO DELI MENU NUTRITION FACTSFrom delectable, all natural deli meats to delicious, quality cheeses, salads, sauces and chips – Metro Deli® represents simple, wholesome items brought to you in the tradition of the old-fashioned neighborhood deli. You can rest assured that Metro Deli products are minimally processed, with no artificial ingredients. Look to this chart to find the nutritional value and high-quality ingredients in our menu items.

A-Code Product Description USF Ser

ving

Size

Cal

orie

s

Tota

l Fat

Cho

lest

erol

Sod

ium

Car

bohy

drat

es

Pro

tein

Ingredients Rai

sed

With

out A

ntib

iotic

s

8434056 Cheese, Cheddar Hickory Smoked Mild Loaf Cvp Ref

28g 120 10g 30mg 180mg 0g 7g Cheddar Cheese (Pasteurized Milk, Cheese Culture, Salt, Enzymes, Annatto [Color]).

4402095 Cheese, Cheddar Mild Loaf Yellow Ref

28g 110 9g 30mg 180mg 1g 7g Cheddar Cheese (Pasteurized Milk, Cheese Culture, Salt, Enzymes, Annatto [Color]).

2731883 Cheese, Cheddar Sharp Sliced .75 oz Plastic Wrapped Yellow Ref

21g 80 7g 20mg 135mg 5g Cheddar Cheese (Pasteurized Milk, Cheese Culture, Salt, Enzymes, Annatto (Color).

2432912 Cheese, Cheddar White Mild Sliced .75 oz Sleeve Ref

100g 80 7g 20mg 135mg 5g Cheddar Cheese (Pasteurized Milk, Cheese Culture, Salt, Enzymes).

6402093 Cheese, Monterey Jack Ref 28g 110 10g 35mg 200mg 1g 7g Pasteurized Milk, Cheese Culture, Salt, Enzymes

3456787 Cheese, Mozzarella Sliced 1.5 oz Part-Skim Ref

42g 120 7g 25mg 250mg 0g 11g Low-Moisture Part-Skim Mozzarella Cheese (Pasteurized Part-Skim Milk, Cheese Culture, Salt, Enzymes).

8432916 Cheese, Muenster Sliced .75 oz Interleaf Ref

21g 80 6g 20mg 140mg 0g 5g Muenster Cheese (Pasteurized Milk, Cheese Culture, Salt, Enzymes, Annatto (Color).

8402091 Cheese, Pepper Jack Loaf Ref 28g 110 9g 30mg 170mg 1g 7g Pepper Jack Cheese (Monterey Jack Cheese with Jalapeno Peppers [Pasteurized Milk, Cheese Culture, Jalapeno Peppers, Salt, Enzymes]).

3382520 Cheese, Provolone Loaf Ref 28g 100 8g 20mg 250mg 1g 7g Pasteurized Milk, Cheese Culture, Salt, Enzymes.

6772230 Cheese, Provolone Log Plastic Wrapped Ref

28g 100 8g 20mg 250mg 1g 7g Unsmoked Pasteurized Milk, Cheese Culture, Salt and Enzymes, Powdered Cellulose to Prevent Caking, Natamycin to Protect Flavor or Cultured Pasteurized Milk, Salt, Enzymes. Smoke: Pasteurized Milk, Cheese Cultures, Salt, Enzymes, Artificial or Natural Smoke Flavor

8327249 Cheese, Provolone Log Plastic Wrapped Ref

28g 100 8g 20mg 250mg 1g 7g Provolone Cheese, (Pasteurized Milk, Cheese Culture, Salt, Enzymes).

7018306 Cheese, Provolone Smoked Hickory Loaf Rbst Free Cvp Ref

28g 100 8g 25mg 250mg 1g 8g Provolone Cheese (Pasteurized Milk, Cheese Culture, Salt, Enzymes).

8404014 Cheese, Swiss Loaf Domestic A Grade Cryovac Ref 4.25X3.5

28g 100 8g 25mg 60mg 1g 8g Pasteurized Part-Skim Milk, Cheese Culture, Salt and Enzymes. Leche Pasteurizada Parcialmente Descremada, Cultivo De Queso, Sal Y Enzimas.

5377023 Cheese, Swiss Loaf Domestic C Grade Cryovac Ref 4.25X3.5

28g 100 8g 25mg 60mg 1g 8g Pasteurized Part-Skim Milk, Cheese Culture, Salt, Enzymes.

1419514 Cheese, Swiss Sliced .75 oz 3.5” Twin Pack Ref

21g 80 6g 20mg 50mg 1g 6g Pasteurized Part-Skim Milk, Cheese Culture, Salt and Enzymes. Leche Pasteurizada Parcialmente Descremada, Cultivo De Quieso, Sal Y Enzimas.

Sock Sign

© 2017 US Foods, Inc. 03-2017-MD-2017022307

ORIGINAL WITH SEA SALT, JALAPEÑO CHEDDAR AND HICKORY BARBEQUE KETTLE COOKED POTATO CHIPS*

*MADE WITH ALL NATURAL INGREDIENTS

Sell Sheets

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PACKAGING

PackagingAll design standards also apply to the packaging of every product. Design cues such as color, fonts, etc., must be incorporated to maintain a cohesive look. Please refer to packaging guidelines for complete information regarding packaging design.

© 2018 US Foods, Inc. 04-2018-DIG-2018041902