Version 1.0

respeggt-Style guide

respeggt-Style guide | version 1.0

Table of Contents1 Introduction ...................................................................................................................... 3

2 The Label ........................................................................................................................... 4

2.1 The label in other languages .......................................................................................... 5

2.2 The label with an outline ................................................................................................. 6

2.3 Scale options ..................................................................................................................... 7

2.4 Restricted space ............................................................................................................... 8

2.5 Incorrect application ........................................................................................................ 9

3 respeggt-Look: Colours ...............................................................................................10

3.1 Design feature “fringe” ...................................................................................................11

3.2 Design feature “stain” .....................................................................................................12

3.3 Typography ......................................................................................................................13

3.4 Typography/Colour ........................................................................................................14

4 The respeggt-stamp .....................................................................................................15

5 Application example egg carton ................................................................................16

5.1 Application example 6-pack egg carton ....................................................................17

5.2 Application example 10-pack egg carton ..................................................................18

5.3 Application example pasta packaging .......................................................................19

6 Actual implementation Printing & Packaging ..........................................................20

6.1 Website application .......................................................................................................21

7 General notes .................................................................................................................22

respeggt-Style guide | version 1.0 1 | Introduction | 3

The respeggt promise as well as the respeggt label stand for processes of

gender identification in hatching eggs. This includes the worldwide unique and

patented process of SELEGGT GmbH.

This style guide therefore defines packaging design, conveyance of the respeggt

label and other design guidelines. The guidelines ensure the internationally

standardised and unique design of the label.

Not all shapes, sizes and formats are presented, but these guidelines allow

new packaging and means of communication to be derived and produced.

All designs shall comply with these guidelines. Accordingly, deviation or only

partial implementation is prohibited. The respeggt label is registered to respeggt

GmbH.

Hereinafter, the term “label” shall be used. The term “logo” is inadmissible.

respeggt shall be written in lower case letters in continuous text.

The pronunciation of respeggt is German.

Introduction

respeggt-Style guide | version 1.0 2 | The Label | 4

The LabelThe shape of the label is an asymmetrical heart, which is shaded yellow and

has a white edge. The pink lettering “Free of Chick Culling” stands parallel to

the right edge of the heart on the shaded yellow face. In the pink lettering

“respeggt.com” “egg” is highlighted in yellow to emphasise the pun.

Internationally, the English version “Free of Chick Culling” is used unless there

is a specific translation available.

It is prohibited to modify the label in any way. For all applications only the

original designs and materials are admissible. Original designs and materials

can be requested via e-mail: info@respeggt-group.com.

Shadow: 35 % black, angle: 150°.

The spacing and size of the shadow have the same value. Depending on

the application size, the shadow increases accordingly. For the label size of

80.5 mm width shown opposite, the value is 1.845 mm.

respeggt-Style guide | version 1.0 2.1 | The Label | The label in other languages | 5

The label in other languages Other languages, other character lengths. The French and Italian

translations for “Free of Chick Culling” are longer and have been scaled

to fit into the shaded yellow face. The lettering needs to be aligned on

the left margin with “respeggt.com”.

respeggt-Style guide | version 1.0 2.2 | The Label | The label with an outline | 6

The label with an outlineIf the label is printed on a white background, a thin grey line

should outline the heart.

Colour: 30 % black.

Line thickness: depending on application size 0.3 to 1 pt.

Caution: When using an outline, the yellow shaded face does not

run out of the heart’s edge and stays within the heart shape.

respeggt-Style guide | version 1.0 2.3 | The Label | Scale options | 7

Scale optionsThe label’s minimum size is 21 mm in width. Here “respeggt.com” has a

font size of 6.5 pt. Since “egg” is printed in yellow, this must not be undercut

under any circumstances.

To ensure legibility use a label size with a minimum width of 24 mm.

Packaging example: The label’s size often depends on other

adjacent labels. This example shows the minimum width of

21 mm. Smaller than this would make the label illegible.

24 mm21 mm

Recommended size: 24 mm wide

Minimum size: 21 mm wide

respeggt-Style guide | version 1.0 2.4 | The Label | Restricted space | 8

Restricted spaceThe restricted space defines the minimum space to adjacent elements,

such as labels or characters. The restricted space encloses the entire label

and corresponds to the space between the lettering “Free of Chick Culling”

and the heart’s edge.

respeggt-Style guide | version 1.0 2.5 | The Label | Incorrect application | 9

Incorrect application

Incorrect shadow intensity: Incorrect angle, incorrect tint level, incorrect size. Blurry heart shape.

Do not rotate or tilt the label. Do not distort the label.

Do not exceed the outline’s standardised line thickness.

Do not change the outline’s standardised transparency.

When using the outline, the yellow shaded face must not exceed the heart’s outer edge.

respeggt-Style guide | version 1.0 3 | respeggt-look | Colours | 10

The Company ColoursYellow and pink are the primary colours for respeggt-related design media such

as websites, brochures, information and packaging materials. Caution: Larger

faces/backgrounds use a lighter yellow than the label’s yellow! This way the

respeggt label will be more prominently visual (see illustration above left).

CMYK colours may be substituted with corresponding PANTONE colours if this

leads to a better print image (e.g. flags, stickers, textiles, bags). For economic

reasons, CMYK colours should be used for regular offset printing (e.g. flyers or

brochures).

Do not use graded semitones for neither yellow nor pink.

Secondary colours consist of black and light grey.

Primary colour

Secondary colour

* CP = Color Bridge Coated / UP = Color Bridge Uncoated

htmlcmykLabel RGBpantone

respeggt-gelb 00-20-100-00 7406 CP* 255-204-00 fecc00respeggt-pink 00-90-20-00 7424 CP* 232-50-120 e73177

Yellow (face) 00-12-100-00 – 255-221-00 ffdd00Pink (highlight) 00-90-20-00 – 232-50-120 e73177

Primary colours

Light grey (stain) 12-09-11-00 – 228-228-228 e3e4e3Black (font) 09-06-07-00 – 0-0-0 1d1d1b

Secondary colours

respe

ggt.c

om

respeggt-Style guide | version 1.0 3.1 | respeggt-look | Design feature “fringe” | 11

Design feature “fringe”“Fringes” are used as a design element for photos and coloured areas.

These are used in negative (as white/yellow/pink fringes) and in positive

(as image-filled fringes). If the adjacent face is coloured, the fringe is

filled with this colour. The fringe’s size may be adjusted.

Do not distort or rotate the fringe.

positive fringe

positive fringe

negative fringe

negative fringe

respeggt-Style guide | version 1.0 3.2 | respeggt-look | Design feature “stain” | 12

Design feature “stain”Another design element is the so-called “stain”. The stain is used as a

background for products, images or videos. The stain may be tilted.

Do not distort or rotate the stain. Do not change the colour.

(cmyk: 12-09-11-00 | RGB: 228-228-228)

respeggt-Style guide | version 1.0 3.3 | respeggt-look | Typography | 13

Typography

Typography

Roboto Slab Regular

A B C D E FG H I J K L M N O P Q R S T U V W X Y Z

a b c d e fg hi j k l m no p q rs t u v w x y z

0 1 2 3 4 5 6 7 8 9 ° ! “ § $ % & / ( ) = ? `

Use Roboto Slab only in “regular” style. Since it is

mainly used for large headlines, this style is sufficiently

prominent already. The style is mixed – no capitals.

Occasionally it is also used as a subheadline or

highlighting.

Roboto Light is exclusively intended for continuous

text. Use Regular/Medium style only when it comes to

highlighting, tables or white writing on coloured faces.

Roboto Light

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

0 1 2 3 4 5 6 7 8 9 ° ! “ § $ % & / ( ) = ? `

Please use only the fonts “Roboto Slab” and “Roboto”. Both fonts can be

downloaded free of charge at https://fonts.google.com

Roboto fonts are programmable and do not need to be substituted

for Internet use. Arial may be used for e-mails, Word and Excel

applications.

There are no strict requirements for line spacing, provided that the impression

of spaciousness/lightness remains. Please refer to the example above, where

the line space fits into the space between the lines.

Continuous text: Roboto light 10 pt / 18 pt Line Spacing

Headline 1: Roboto Slab reg 32 pt / 38 pt Line Spacing

Headline 2: Roboto Slab reg 18 pt / 21 pt Line Spacing

Please use only the fonts “Roboto Slab” and “Roboto”. Both fonts can be

downloaded free of charge at https://fonts.google.comPlease use only the fonts “Roboto Slab” and “Roboto”. Both fonts can be

downloaded free of charge at https://fonts.google.com..

Line spacingTypography

respeggt-Style guide | version 1.0 3.4 | respeggt-look | Typography/Colours | 14

Typography/ColoursHeadlines and continuous text are usually written in black and white.

Depending on the medium, the use of black lettering on a yellow colour

face and white lettering on a pink colour face is permitted.

Roboto Light – The use of black continuous text on a

white surface is the most common application.

Coloured surfaces are to be used sparsely and as

an eye-catcher. It should look modern, but never

overwhelm with colour.

Roboto light

Roboto Regular – The use of black continuous text

on a yellow colour face: Use light or regular style

depending on the print purpose and application size.

Roboto light/regular

Roboto Medium – The use of white continuous

text on pink surfaces.

Use medium style to ensure legibility.

Roboto

respeggt-Style guide | version 1.0 4 | The respeggt-stamp | 15

respeggt-stampEvery respeggt-egg is marked with the respeggt-stamp beside the producer

code when the principles of the respeggt promise are kept throughout the supply

chain. The respeggt-stamp-system is provided to the respeggt-packing-centres

by respeggt GmbH.

The monochrome respeggt-stamp is simplified in design due to its extremely

small format. The most striking features of the respeggt label have been

preserved. The stamp consists of the heart, tick and the name respeggt.

The stamp is reserved exclusively for marking respeggt-eggs and is always

printed on the head side of the egg.

Registration number

DE = Germany1 = Free-range eggs

respeggt-stamp

respeggt

Größe: 16 mm wide 10 mm high

respeggt-Style guide | version 1.0 5 | Application example | egg carton | 16

6 frische Eier

aus freilandhaaus freilandhalltung tung

Güteklasse: A

HER

KUNFT AUS

DE

U

T S C H LAND

8209143-E2630

Abgepackt von: Landkost-Ei GmbH, Motzener Straße 111, D-15741 BestenseeFragen zum Produkt: qualitaetssicherung@rewe.de, www.rewe.de/kontakt

Verbraucherhinweis: Bei Kühlschranktemperatur aufbewahren. Nach Ablauf des Mindesthaltbar-

keitsdatums durcherhitzen.Ursprung: siehe Stempel auf dem Ei.Mindestens haltbar bis: siehe Etikett

Für weitere Infos

zu respeggt.com

bitte abziehen

6 frische Eier aus FreilandhaltungEAN: 4388860559743

Kunde/Job: REWE_170901_Kükentöten Phase: 07 Version: VS Datum: 06.08.2018

Applications: PackagingAlways position the respeggt label and the URL in way that is clearly visible on

all packaging. Follow these rules:

1) Place the label in a prominent position on the front. Please make sure that the

label does not obscure design elements that are relevant to the product. If the

label needs to be placed on another side, such as the back or the sides, please

contact respeggt GmbH for permission and approval in writing.

2) In special cases, the label may be reduced in size. However, this decision

needs to be made in agreement with respeggt GmbH. Additionally, print quality

and legibility have to be guaranteed (see page 6, scale options).

3) If several quality labels and certification marks are shown on the packaging,

the respeggt label has to be similar in size and never be smaller than one of the

other quality labels. respeggt GmbH recommends positioning the respeggt label

close to other quality labels.

respeggt-Style guide | version 1.0 5.1 | Application example | 6-pack egg carton | 17

The label is too prominent and overlaps the area of the product name.

The label’s size ratio is ideal in relation to the adjacent labels. * T

he p

acka

ging

s sh

own

are

sam

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and

not

ava

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Prime example* Prime example*

respeggt-Musterbeispielrespeggt-Musterbeispiel

respeggt-Style guide | version 1.0 5.2 | Application example | 10-pack egg carton | 18

The label is too prominent and covers the peel-off label of the FSC.

The label’s size ratio is ideal in relation to the adjacent labels.

* The

pac

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show

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respeggt-Musterbeispiel

respeggt-Musterbeispiel

Prime example*

Prime example*

respeggt-Style guide | version 1.0 5.3 | Application example | pasta packaging | 19

respe

ggt.c

omOhne

Küke

ntöt

en

respe

ggt.c

omOhne

Küke

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en

The label is too prominent, too close to the product name and obscures a large part of the image. * T

he p

acka

ging

s sh

own

are

sam

ples

and

not

ava

ilabl

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sto

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.

The label’s size ratio is ideal in relation to the adjacent labels.

respeggt-Musterbeispielrespeggt-Musterbeispiel

Prime example*Prime example*

respeggt-Style guide | version 1.0 6 | Actual implementation | Printing & Packaging | 20

Actual implementation Printing & Packaging

respeggt GmbHKöln

www.respeggt.de

respeggt mit Herz & Verstand!

Nur Produkte, die unsere Forderung „Ohne Kükentöten“ erfüllen, dürfen

das Siegel tragen.

Example “6 fresh free-range eggs REWE Beste Wahl“ Example “6 fresh free-range respeggt-eggs”

Example bookmark

respeggt-Style guide | version 1.0

Website application

6.1 | Website application | 21

respeggt-Style guide | version 1.0 7 | General notes | 22

Please consult respeggt GmbH prior to production start to ensure best

outcome.

Please note that dot sizes may vary according to use and packaging size.

On larger or smaller packages, the dot sizes should be adjusted proportionally

to the remaining elements.

Release rules:

Every means of communication must be checked by respeggt GmbH.

After official approval has been given, the packaging or the means of

communication may be produced. Please send ready-made packaging/

means of communication to the following e-mail address for verification:

info@respeggt-group.com

General notes