Red Tractor · 2017-09-25 · Red Tractor Brand and Identity Guidelines | 3 Introduction Who are Red Tractor? Launched in 2000, Red Tractor is the largest food assurance scheme in

Red Tractor Brand and Identity Guidelines

Red Tractor Brand and Identity Guidelines | 3

Introduction

Who are Red Tractor?Launched in 2000, Red Tractor is the largest food assurance scheme in the UK. It ensures the food you buy is traceable, safe to eat and has been produced responsibly – from farms to fork! The logo can only be used on food that has been produced, packed, stored and transported to Red Tractor standards.

Red Tractor assured food and drink has been producedto some of the most comprehensive and respected standards inthe world.

The Union Jack in the Red Tractor logo shows the food has been farmed, processed and packed in the UK.Red Tractor covers an extensive range of products, including meat, poultry, dairy, breakfast cereals and fruit & vegetables.

Products covered by Red Tractor Assurance schemes are:

• Fresh meat: beef, lamb, pork, chicken and turkey• Further processed meat: bacon, ham and sausages• Milk, cheese and other dairy products• Fruit, vegetables, salad and potatoes• Cereals, oilseeds and sugar

There are over 79,000 Red Tractor farms in the UK and 661 processors and packers licensed to use the logo on pack. All suppliers in the Red Tractor food chain are inspected and certified by an independent professional body – over 50,000 checks take place each year.

The Red Tractor logo is used extensively by major UK retailers and many branded manufacturers as well as 2,900 foodservice outlets; Red Tractor Assured products have a combined annual sales value of around £12 billion.

Currently, the Red Tractor logo is recognised by 64% of shoppers.

4 | Red Tractor Brand and Identity Guidelines Red Tractor Brand and Identity Guidelines | 5

Introduction

GuidelinesThe guidelines which follow are set out to ensure that the Red Tractor Food Standards identity remains consistent at all times. This guide should be adhered to by producers, Red Tractor Food Standards employees, agencies and other third party representatives.

It is essential that the guidelines in this document are followed carefully and that all literature that is intended for both internal and external use should be referenced to these guidelines before being placed into circulation.

Brand Guardians

If you have any queries regarding the following documentation or any specifics therein, please contact the Red Tractor marketing department:

020 7630 3320 or

[email protected]

Red Tractor Brand and Identity Guidelines | 7

Identity guidelines

Contents1.1 The logos

08 ‘The Standard’ logo - Introduction08 ‘The Name Ingredient’ logo - Introduction09 ‘Made with’ logo - Introduction09 ‘Trust The Tractor’ logo - Introduction

1.2 Using the logo

10 ‘The Standard’ logo - Usage12 ‘The Named Ingredient’ logo - Usage14 ‘Made with’ logo - Usage16 ‘Trust The Tractor’ logo

1.3 Typefaces 18 Primary20 Secondary Typefaces22 Trust the Tractor

1.4 Applying the logo

24 Applying the Logo - On Pack - Standard Logo25 Applying the Logo - On Pack - Named Logo26 Applying the Logo - On Menu27 Applying the Logo - Application examples30 Applying the logo - Merchandise31 Applying the logo - Messaging

1.5 2014 Campaign

32 Look and feel - 2014 Campaign objectives33 2014 - Typeface34 2014 - Printed Adverts36 2014 - Social media assets


The Logos

‘The Standard’ Logo

‘The Standard’ Red Tractor logo is for use on products that comprise of one primary Red Tractor assured ingredient, where no other ingredients have been added. Products bearing the ‘Standard’ logo must contain at least 95% Red Tractor certified ingredients to be labelled as approved Red Tractor products.

We permit up to 5% non-Red Tractor ingredients to allow for items such as seasoning, herbs, spices i.e. Peppered steaks

‘The Named Ingredient’ Logo

The ‘Named Ingredient’ logo highlights that the main ingredient of a product is produced to Red Tractor standards, i.e. for example the pork in a sausage.

The label makes it clear that the logo refers to one ingredient and not to the entire product.

The Named Ingredient must comprise at least 65% of the food and must meet the normal assurance criteria. 100% of the Named Ingredient must be sourced from Red Tractor assured producers and be listed on your licence.

PORK BEEF

CHICKEN LAMB

‘Made with’ Logo

Up until 2014 it had not been possible to use the logo on products such as ready meals, hot and cold eating pies or pizzas.

A new ‘Made With’ Red Tractor logo has been developed and is intended to provide a clear indication that a key ingredient of a manufactured food product is Red Tractor assured. 100% of this ingredient must be assured. It is the only version of the Red Tractor logo that can be used on products where the Composite Product is below 65% of the product.

‘Made With’ logo criteria have also been developed for non-meat products, including jams, flour based confectionery, fruit pies and potato products.

Red TractorMade with

Assured Lamb

Red TractorMade with

Assured Beef

‘Trust the Tractor’ Logo

The Trust the Tractor logo is our current campaign logo.

Use it across marketing materials, online, on transport vehicles, adverts and any other promotional activity to show that you Trust the Tractor.


Using the - ‘The Standard Logo’

C 0 M 87 Y 91 K 0

R 240 G 34 B 51

Web safe F0 22 33

Pantone 1788

C 100 M 72 Y 0 K 18

R 0 G 38 B 127

Web safe 00 26 7F

Pantone 280

C 0 M 0 Y 0 K 100

R 0 G 0 B 0

Web safe 00 00 00

Process Black

Size & Position

‘The Standard’ Red Tractor logo is for use on products that comprise of one primary Red Tractor assured ingredient, where no other ingredients have been added. Products bearing the ‘Standard’ logo must contain at least 95% Red Tractor certified ingredients to be labelled as approved Red Tractor products.

We permit up to 5% non-Red Tractor ingredients to allow for items such as seasoning, herbs, spices i.e. Peppered steaks

Full colour logoFor use on whitebackgrounds on all fullcolour printed media.

Mono logoFor use on black and white printed media. The Mono logo may not be used on B2C packaging or materials.

BackgroundsWhen using the Red Tractor logo on coloured backgrounds ensure the keyline of the logo is included.

Using the logo in colourThe colours and balances below must be used whenever the logo is reproduced.

On packaging, the logo should be positioned at least 4.5mm (or half itsdiameter) away from the edges of label and any other graphics or type.

On promotional or point-of-sale material, the logoshould be at least the depth of 2 letter D’s away from the edge of the work and any other graphicsor type.

It should never be partly obscured by graphics, type or other elements.

Wherever possible,the logo should appear on the front of packs as displayed.

The sizes and rules below must be used when using the logo.

The red tractor itself should never be separated from its surrounding text,keylines and flag: only the whole logo is officially registered for use.

Don’t change the size or position of the tractor within the logo and never stretch or distort thelogo in any way at all.

Never use the logo at a diameter smaller than 10mm.

Never change the logo colours: they too are officially registered. Please contact Red Tractor if you are restricted by colour.

What not to doConsumers will only recognise Red Tractor properly if they see it presented in a regular and consistent way. So the logo must always be used according to this guide and not be modified in any way.


PORKPORK

Logo Colour

PORK BEEF

CHICKEN LAMB

C 0 M 87 Y 91 K 0

R 240 G 34 B 51

Web safe F0 22 33

Pantone 1788

C 100 M 72 Y 0 K 18

R 0 G 38 B 127

Web safe 00 26 7F

Pantone 280

C 0 M 0 Y 0 K 100

R 0 G 0 B 0

Web safe 00 00 00

Process Black

Size & Position

PORK BEEF

CHICKEN LAMB


On packaging, the logo should be positioned at least 4.5mm (or half itsdiameter) away from the edges of label and any other graphics or type.

PORK

On promotional or point-of-sale material, the logoshould be at least the depth of 2 letter D’s away from the edge of the work and any other graphicsor type.

the gap between the wording anf the logo is set at half the height of the front wheel from the tractor logo

It should never be partly obscured by graphics, type or other elements.

Wherever possible,the logo should appear on the front of packs as displayed.



PORK


Mono logoFor use on black and white printed media. The Mono logo may not be used on B2C packaging or materials.

BackgroundsWhen using the Red Tractor logo on coloured backgrounds ensure the keyline of the logo is included.

The named wording should not be moved out of the correct alignment with the main logo.

Never stretch or distort the logo in any way at all.


Never change the logo colours: they too are officially registered. Please contact Red Tractor if you are restricted by colour.

PORK

PORK

PORK

PORK

PORK

PORK

PORK

PORK

Using the - ‘Named Ingredient Logo’

The ‘Named Ingredient’ logo highlights that the main ingredient of a product is produced to Red Tractor standards, i.e. for example the pork in a sausage.

The label makes it clear that the logo refers to one ingredient and not to the entire product.

The Named Ingredient must comprise at least 65% of the food and must meet the normal assurance criteria. 100% of the Named Ingredient must be sourced from Red Tractor assured producers and be listed on your licence.


Logo Colour

C 0 M 87 Y 91 K 0

R 240 G 34 B 51

Web safe F0 22 33

Pantone 1788

C 100 M 72 Y 0 K 18

R 0 G 38 B 127

Web safe 00 26 7F

Pantone 280

C 0 M 0 Y 0 K 100

R 0 G 0 B 0

Web safe 00 00 00

Process Black

Size & Position



On packaging, the logo should be positioned at least 4.5mm (or half its diameter) away from the edges of label and any other graphics or type.

The ‘shear’ angle of the italicised font has to be generated artificially, the ‘shear’ angle should always be set at 10% of horizontal.


The ‘Made with’ text should never be separated from the red tractor, keylines and flag: only the whole logo is officially registered for use.



Never change the logo colours: they too are officially registered


The placement of the text within the logo is set by using the width of the Red Tractor logo (X), the margins (Y) are set at 1/8 of the width of the logo.

The text is aligned to the logo by aligning the top of the wording to the ‘E’ in assured, the baseline is set the bottom of the left/righthand triangles of the union flag (as shown).

XYY Y

Z

Mono logoFor use on black and white printed media.

Using the - ‘Made with Logo’

The ‘Made with’ Logo is for use on multi ingredient foods such as ready meals and pies where all of the characterising ingredient is assured but makes up less than 65% of the final product.

All new artwork using the logo must be signed of by Red Tractor Assurance.


Using the - Trust The Tractor Logo

Logo Colour

C 0 M 87 Y 91 K 0

R 240 G 34 B 51

Web safe F0 22 33

Pantone 1788

C 100 M 72 Y 0 K 18

R 0 G 38 B 127

Web safe 00 26 7F

Pantone 280

C 0 M 0 Y 0 K 100

R 0 G 0 B 0

Web safe 00 00 00

Process Black

Size & Position

The logo should not be used on Red Tractor food packaging. It can only be used for promotional purposes, but only with the prior permission of Red Tractor Assurance.


Keyline logoA keyline logo for use oncolour backgrounds on allfull-colour printed media.


The logo should be positioned at least 4.5mm (or half its diameter) away from the edges of the media it is being applied to and any other graphics or type.


The logo should be used as a sign off graphic for posters and display media. Landscape logos should be used at no less that 1/4 of the width of the application piece. Portrait logos should be used at no less that 1/5 of the width of the application piece.

The red tractor itself should never be separated from its surrounding text,keylines and flag: only the whole logo is officially registered for use.



Never change the logo colours: they too are officially registered



Primary Font

The main Red Tractor font family is

DINThere are a number of variations of type weight within the Din family and usage of these type weights is addressed for specific documentation in the following pages, however, there are some basic rules which should be adhered to at all times:

- For most applications use Din Bold primary headers

- For most applications use Din Medium for sub-headers

- All body text should appear in Din Light

- Italic text should only be used when highlighting quotations or credits etc.

- Capitalisation should only occur at the start of sentences, third party company names, towns, counties and countries should also be capitalised.

- Line and character spacing should be consistent at all times. In the case of line spacing please ensure that the line spacing is never set to below the character height in use (measured in pt size).

- If Din is unavailable please substitute for Arial regular and Arial bold (see page 20)

Din Bold

AaBbCc 123abcdefghijklmnopqrstuvwyz0123456789 äüößåøœoç . , ; : “ ”! ? ( ) { } [ ] & * @ % £ $ ¥ + - =

Din Regular


Din Light


Typeface

Din Medium


Din Extra Bold



Secondary Font

The secondary font is;

ArialWhere Din is not available Arial can be used as a supporting font. Arial should be used for use in body copy on the internet, In Word procrssing and other office based desktop applications.

- For most applications use Arial Bold for primary headers

- For most applications use Arial Regular for sub-headers

- All body text should appear in Arial Regular

- Italic text should only be used when highlighting quotations or credits etc.

- Capitalisation should only occur at the start of sentences, third party company names, towns, counties and countries should also be capitalised.

- Line and character spacing should be consistent at all times. In the case of line spacing please ensure that the line spacing is never set to below the character height in use (measured in pt size).

Typeface

Arial Bold


Arial Regular


Arial Italic



Secondary Font

The Trust the Tractor font is;

KnockoutThe ‘Trust The Tractor’ logo uses a secondary typeface called Knockout. This font should only be used as part of the ‘Trust The Tractor’ logo and should not be used as a supporting font or in any body copy.

Further secodary fonts may be used as supporting fonts. these foints are outlined in the current year Creative section of this guide and as part of Red Tractor Week communications.

Typeface

Knockout HTF69 FullLiteweight

AaBbCc 123a b c d e f g h i j k l m n o p q r s t u v w y z 0 1 2 3 4 5 67 8 9

äüößåøœoç . , ; : “ ”! ? ( ) { } [ ] & * @ % £ $ ¥ + - =

Knockout HTF91 UltmMiddleweight

AaBbCc 123abcdefghijklmnopqrstuvwyz0123456789

äüößåøœoç . , ; : “ ”! ? ( ) { } [ ] & * @ % £ $ ¥ + - =


Complementary Colours

Applying the logo - On Pack

The Standard Red Tractor logo can only be used on food packaging where at least 95% of the product is Red Tractor Assured. You must hold a valid Red Tractor licence to use it on pack and all new artwork must be signed off by Red Tractor Assurance.

On pack label exampleTake a look at these examples using the Red Tractor Standard logo on packaging .

Standard Logo on Pack

The Named Ingredient logo can be used on up to two named main ingredients in multi-ingredients products. the Named Ingredient Product(s) must make up to at least 65% of the final product.

On pack label exampleTake a look at these examples using the Red Tractor Named Ingredient logo on packaging .

Named Logo on Packd


Applying the logo - On Menu

The Standard Red Tractor logo can only be used on food menus where at least 95% of the product is Red Tractor Assured. You must hold a valid Red Tractor licence to use it on menus and all new artwork must be signed off by Red Tractor Assurance.

Standard Logo on Menu

1

2

3

General Print

1.) Logo Placement

The Red Tractor logo placement should take into

consideration the padding area as well as the

previously mentioned ‘What Not To Do’ factors

in relation to the logo itself. The logo can also be

used as a sign off graphic for posters and display

media. Landsape logos should be used at no

less that 1/4 of the width of the application piece.

Portrait logos should be used at no less that 1/5

of the width of the application piece.

2.) Main header - Header text to be set in Baruta

3.) Text and text graphic - All sub titling and body

text to be set using Gotham and Gotham light

respecitvely. The text box flag is available upon

request as a graphic asset from the Red Tractor

marketing team. Left and right handed version

can be used dependant on the make up of the

background image.

4.) Main Image - Main focus images to be used

across the entire background of the spread.

Images can be faded and edited to allow better

application of headers and messages.

5.) Footer graphics - The footer graphic and

logos are available as set assets. These items

are available upon request as a graphic asset

from the Red Tractor marketing team.

Menu

1.) Logo Placement

The logo should be placed within a clearly defined area of the

menu so that the content is distuingished from the menu items.

2.) Text

Alongside the logo the following text should be displayed:

1. Red Tractor ensures the food you buy is traceable, safe to

eat and has been produced responsibly – from farms to fork!

2. Red Tractor products have been produced to some of the

most comprehensive and respected standards in the world.

3. The Union Jack in the Red Tractor logo shows the food has

been farmed and processed in the UK.

4. ‘Certified standards throughout the food chain, covering

animal welfare, safety and traceability’

1

2

4

5

Applying the logo - Application examplesThe Red Tractor logo is your tool to tell customers that your food and drink has been produced to certified standards through the food supply chain. Here are a few ideas on where and how to use the logo on your point of sale material.

Look for the Red Tractor logo for a sign of quality food you can trust. To find out more about our standards and the work we do visitwww.redtractor.org.ukLike us on Facebook or Follow us on Twitter to get the chance to WIN a luxury farm stay.**Full T&Cs on the Red Tractor blog.

@RedTractorFood #TrustTheTractor

4 REASONSto Trust the tractor

For peace of mind about the food you choose take a look at these four reasons why you can simply Trust the Tractor.Do you ever worry about the quality of the food you’re eating, or where it comes from?WIN a luxury farm stay*

Look for the Red Tractor logo for a sign of quality food you can trust. To find out more about our standards and the work we do visitwww.redtractor.org.ukLike us on Facebook or Follow us on Twitter to get the chance to WIN a luxury farm stay.**Full T&Cs on the Red Tractor blog.

@RedTractorFood #TrustTheTractor

4 REASONSto Trust the tractor

For peace of mind about the food you choose take a look at these four reasons why you can simply Trust the Tractor.Do you ever worry about the quality of the food you’re eating, or where it comes from?WIN a luxury farm stay*


Applying the logo - Application examplesThe Red Tractor logo is your tool to tell customers that your food and drink has been produced to certified standards through the food supply chain. Here are a few ideas on where and how to use the logo on your point of sale material.

1

2

3

4

Reward cards

1.) Logo PlacementThe Red Tractor logo placement and sizing should adhere to the guidlines established usage guidelines when placed on reward cards.

Table Talker and Placemats

1.) Logo PlacementThe Red Tractor logo placement and sizing should adhere to the guidlines established usage guidelines when placed on table talkers and placemats. When featured on menu based table talkers, the logo placement should follow the guidlines for menu placement.

““”

As a Red Tractor farmer I follow over 130 standards to assure the quality of my farming and the welfare of my pigs. Look for the Red Tractor logo on your pork for peace of mind about how it has been produced and where it comes from.

Sophie Hope,Pig Farmer, Gloucestershire

TRUST THE TRACTORON YOUR Pork

Follow us on onlinewww.REDTRACTOR.org.uk

Posters, leaflets & Stationery


2.) Text and text graphic - All sub titling and body text to be set

using Gotham and Gotham light respecitvely. The text box flag is

available upon request as a graphic asset from the Red Tractor

marketing team. Left and right handed version can be used

dependant on the make up of the background image.

3.) Main Image - Main focus images to be used across the entire

background of the spread. Images can be faded and edited to

allow better application of headers and messages.

4.) Footer graphics - The footer graphic and logos are available as

set assets. These items are available upon request as a graphic

asset from the Red Tractor marketing team.

1

1

Menus and Blackboards

1.) Logo PlacementThe logo should be placed within a clearly defined area of the menu so that the content is distuingished from the menu items.

2.) TextAlongside the logo the following text should be displayed:


Applying the logo - Merchandise

Use the Trust the Tractor logo on merchandise and on staff uniforms to show your role in Red Tractor Assurance.

Applying the logo - Messaging

To help everyone communicate about Red Tractor easily we’ve suggested sample copy for different needs, from short messages to more extended information about Red Tractor.

Medium Statement

Look for the Red Tractor logo for a sign of quality food you can trust. It ensures the food you buy is traceable, safe to eat and has been produced responsibly – from farms to fork! The Union Jack in the Red Tractor logo shows the food has been farmed, processed and packed in the UK.

Large Statement

Red Tractor is the largest food assurance scheme in the UK. It ensures the food you buy is traceable, safe to eat and has been produced responsibly – from farms to fork! Food and drink bearing the Red Tractor logo has been produced to some of the most comprehensive and respected standards in the world. The Union Jack in the Red Tractor logo shows the food has been farmed, processed and packed in the UK. Red Tractor covers an extensive range of products, including meat and poultry, dairy, cereals and fruit & vegetables. Look for the Red Tractor logo for a sign of quality food you can trust.


2014 Campaign - Look and feel

2014 Campaign objectives

Throughout the 2014 campaign the overall objectives are:

1. Raise awareness, amongst the 35% of primary shoppers who are unaware

2. Build understanding of what the Red Tractor logo means and its benefits. Aimed at the 60% who are aware but don’t really use it when buying their food.

A secondary objective is to demonstrate advocacy through newsletter and social media sign ups.

The 2014 Look and feel guide outlines visual assets that form the foundations for communications across the year.Assets include a graphics scheme to support the Trust the Tractor message to be used across advertising (press and digital media), on pack, point of sale, merchandise, social media (Facebook, Twitter and Youtube) and third party applications.

Graphic devices include a supporting typeface, header, footer and on page backgrounds, social media assets and image tone of voice.

Display Font

The 2014 campaign uses a ‘Display’ font as part of the main look and feel. this font is only to be used as a primary header font for advertising.

2014 - Typeface

BARUTA ABC 123 abcdefghijklmnopqrstuvwyz0123456789

äüößåøœoç . , ; : “ ”! ? ( ) { } [ ] & * @ % £ $ ¥ + - =

Main 2014 Font

The 2014 campaign uses the Gotham Family of fonts as it’s main font style. As a general Rule Gotham Bold should be used for headers, Gotham Medium for Sub headers and Gotham Light for Body text.

Gotham

Gotham Light AaBbCc 123 abcdefghijklmnopqrstuvwyz0123456789

äüößåøœoç . , ; : “ ”! ? ( ) { } [ ] & * @ % £ $ ¥ + - =

Gotham Regular AaBbCc 123 abcdefghijklmnopqrstuvwyz0123456789

äüößåøœoç . , ; : “ ”! ? ( ) { } [ ] & * @ % £ $ ¥ + - =

Gotham Bold AaBbCc 123 abcdefghijklmnopqrstuvwyz0123456789

äüößåøœoç . , ; : “ ”! ? ( ) { } [ ] & * @ % £ $ ¥ + - =


2014 - Printed Adverts

4














2.) Tall advert graphic - This template should be used if there is

an increased volume of text required. The ‘Tall advert’ graphic and

logos are available as set assets. These items are available upon

request as a graphic asset from the Red Tractor marketing team.

3.) Main Image - The main image should be used in the top half of

the advert only.

4.) Text - All sub titling and body text to be set using Gotham and

Gotham light respecitvely.

Portrait Ad - Version 01

Portrait Ad - Version 02













1.) This template is to be used where images are used on a

white background. Alternative assets for the header graphic and

strapline are available upon request as a graphic asset from the

Red Tractor marketing team.

Landscape Ad - Version 01

Landscape Ad - Version 02

1

2

3

4

1

2

3

4

1

2 3

4


Literature Templates Literature Templates

2014 - Social media assets

Use these icons to promote topics linked with Red Tractor and help other social media user catagorise posts. Additional icons are available upon request as a graphic asset from the Red Tractor marketing team.

Social media icons

Use the Trust the Tractor logo on social media to show your role in Red Tractor Assurance.

Social media icons

KNOW WHERE YOUR FOOD COMES FROM

A lesson in food assuranceFrom Professor Alex JamesFOODOLOGIST EXTRAORDINAIRE

www.TRUST-THE-TRACTOR.org

Farm manager Jon

shows support for

#GBBW2014 #Beefie

DID YOU KNOW

Over 27 tons of Strawberries are eaten at Wimbledon every year #RTFAQ

Why did the Cow cross the

road?

Because it was the Chickens

day off!

#TASTYBBQ

FACTS

Use online advertising to showcase your role in Red Tractor Assurance. Alternative format and sizes of assets are available upon

request as a graphic asset from the Red Tractor marketing team.

Online Advertising

Red Tractor AssuranceEuropoint

5-11 Lavington StreetLondon SE1 0NZ

Documents

Red Tractor · 2017-09-25 · Red Tractor Brand and Identity Guidelines | 3 Introduction Who are Red Tractor? Launched in 2000, Red Tractor is the largest food assurance scheme in