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Rev. June 2015
Visual IdentityDavis Creek Meats® Brand Standards
Visual Identity
Page 2
Overview Usage Clear Zone Restrictions Color Typography Backgrounds
Overview
Positioning StatementA tradition of quality-crafted meats.®
One-Sentence DescriptionDavis Creek Meats products are cut by master craftsmen who have
generations of meat-cutting experience along with the knowledge
and expertise necessary to deliver the most consistent product every
time.
Brand Attributes• Expertise. Master craftsmen have generations of meat-cutting
experience and are extensively trained.
• Consistency. Each product is carefully crafted the same way
every time.
• Integrity. Delivering what was promised.
Target Customers
Primary• Independent Foodservice
• Healthcare
Visual Identity
Page 3
Overview Usage Clear Zone Restrictions Color Typography Backgrounds
Usage
LogomarkIllustrated in callouts are the key elements that make up the
Davis Creek Meats brand and packaging logos.
The Davis Creek Meats logo is the stamp of quality upon which
the brand stakes its reputation. It is made up of a distinctive "DC"
script monogram and classic type fonts, held together by a black
diamond shape. Its optimal use is 3 colors.
The Davis Creek Meats logo should never be recreated. Electronic
art files of the Davis Creek Meats logo are available in the following
formats: .eps, .jpeg, or .wmf.
TaglineThe tagline should be used whenever possible.
Note: This is a trademarked tagline.
Typographic TitleFirst instance of use:Davis Creek Meats®
Second and subsequent uses:Davis Creek Meats
The registration symbol must appear with the first mention of the
brand name in text. In a multipage piece, use of the brand name in
text on the cover does not satisfy the requirement. Please include
the registration symbol on the first text mention on an inside page.
Note: The registration symbol in the Davis Creek Meats brand logo
does not satisfy the requirement to use the registration symbol in
the first text instance.
Black Diamond Shape
"DC" Script Monogram
A Tradition of Quality-Crafted Meats.TM
A Tradition ofQuality-Crafted Meats.TM
A Tradition of Quality-Crafted Meats.TM
Larger Uses: Smaller Uses:
Signature:
Visual Identity
Page 4
Overview Usage Clear Zone Restrictions Color Typography Backgrounds
Clear ZoneThe logo clearance area is the area around the Davis Creek Meats
logo that must remain free of type and “specific” graphic elements.
Use the height of the letter “R” in Creek to determine the
measurement used on all four sides of the logo to create the
clearance area. The clearance area defines the space used to
separate additional copy or graphic elements from the logo.
Visual Identity
Page 5
Overview Usage Clear Zone Restrictions Color Typography Backgrounds
RestrictionsDo not use any of the versions shown here.
These examples represent a sample of
potential violations of the logomark and
typographic title.
GFS Davis Creek Meats
Davis Creek
DavisCreek
DCM
A Tradition ofQuality-Crafted Meats.TM
A Tradition ofQuality-Crafted Meats.TM
Visual Identity
Page 6
Overview Usage Clear Zone Restrictions Color Typography Backgrounds
ColorIllustrated on this page are the acceptable four-color process logo
and the one-color spot logo for the Davis Creek Meats brand.
Tan Gold BlackAlternate Non-Metallic Color
CMYK 0.4.15.0 0.38.78.29 0.0.0.100 0.38.78.29
PANTONE Coated 7500C 876C Black 2730C
Four-Color Process Logo: One-Color Spot Logo:
Tan
Pantone 876CGold
Black
Visual Identity
Page 7
Overview Usage Clear Zone Restrictions Color Typography Backgrounds
TypographyThe approved fonts to be used on packaging for Davis Creek Meats
are ITC New Baskerville and Helvetica.
ITC New BaskervIlle romaN (small Caps)ITC New BaskervIlle Bold (small Caps)Helvetica MediumThe ITC New Baskerville Roman font can be used for logo text.
ITC New Baskerville Roman can be used as the prefix, main
descriptor, suffix, callouts, and romance (body) copy. Helvetica
should be used for all common or standard elements (i.e.,
ingredients and preparation instructions).
Visual Identity
Page 8
Overview Usage Clear Zone Restrictions Color Typography Backgrounds
BackgroundsThe Davis Creek Meats logo is generally placed directly on the
package or point-of-sale background. The framed edges of the
logo allow it to stand out on a variety of backgrounds.
Note: There is no white safety net around the logo. However, refer
to Clear Zone for correct spacing around the logo.
Rev. June 2015
PackagingDavis Creek Meats® Brand Standards
Packaging
Page 2
Flexo Specifications Outer Components
Flexo Specifications
Inner ComponentsClear LabelsA clear flexography label was developed to allow the vendor to use
a black only product-specific label on inner poly bags.
Folding CartonA dark, distinctive look sets Davis Creek Meats brand packaging
apart from other brands.
North American Color, Inc.5960 S. Sprinkle Road, Portage, MI 49002(T) 1.800.537.8296 (F) 269.323.0190www.nac-mi.com
Vendor:
NAC:
Client:
Date:
Date:
Date:
SIGN OFF CONSTITUTES APPROVALOF COLOR, COPY, LAYOUT & DIE.
White GCMI 90
GFS ITEM # 441224 02/02/11Pork Ham
1A1211 Davis Creek - 645800 N/A
DESCRIPTION:
NAC # 11-3210 NATIVE FORMAT: Illustrator CS3
UPC / SCC CODE: 00093901441225PROOF CYCLE: 2nd
OVERALL SIZE: 15.982 x 9.4167 DIE: MV002327 (2).pdf
SUBSTRATE:SUB:
Cryovac
DATE:
REV CODE: VENDOR: PRINTER:
Davis CreekBrand:
PLEASE NOTE: Elements in green do not print. The live barcode must be CREATED and PLACED in BLACK prior to printing.Due to circumstances surrounding the release of these files, (VENDOR) is fully responsible for the accuracy of matching the approved files released to your printer source with printed material. If there are any changes you believe need to be made to these files, those changes must be approved by Gordon Food Service and completed by NAC, then re-released back to you. If the files are altered in any way without this process being followed, (VENDOR) is fully responsible for all inventories that exist for this project. Neither NAC or Gordon Food Service will approve any additional proofs made by your print source.
EST. 1947A/P1947A
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Side Panel:
Packaging
Page 3
Flexo Specifications Outer Components
Flexo Specifications (continued)
Inner Components Folding CartonFolding cartons will have a background with the DC pattern. The
Davis Creek Meats brand logo with product description is displayed
prominently on the Primary Display Panel and printed in PMS 201C,
PMS 1245C, and black. Photography is printed in CMYK.
Product specific copy, safe handling, UPC, reorder number,
nutritional, and ingredient info are on the back panel.
Here are examples of the Davis Creek Meats brand
logo background.
Primary Display Panel:
Back Panel:
Davis Creek Meats Background:
Packaging
Page 4
Flexo Specifications Outer Components
Outer Components
Corrugate Specifications• Prefix and suffix product descriptions should always match the
layout of the inner packaging.
• Barcodes should be on at least one long and one short panel. If
space allows, they should be on all four panels.
Corrugate ColorOyster White
Corrugate Ink Colors
PANTONE 876C Black GCMI 90
Option A
Option B
Corrugate Label
for Option B
North American Color, Inc.
5960 S. Sprinkle Road, Portage, MI 49002
(T) 1.800.537.8296 (F) 269.323.0190w
ww
.nac-mi.com
Vendo
r:
NA
C:
Client:
Date:
Date:
Date:
SIG
N O
FF
CO
NS
TIT
UT
ES
AP
PR
OVA
LO
F C
OLO
R, C
OP
Y, LAY
OU
T &
DIE
.
GCMI 908
GCMI 90
GFS
ITE
M #
10858012/05/11
Center Cut Pork Loin Chops
1A1211Davis Creek - 645800
N/A
DE
SC
RIP
TIO
N:
NA
C #
11-3210N
AT
IVE
FOR
MA
T:Illustrator CS3
UP
C / S
CC
CO
DE
:00093901085801
PR
OO
F CY
CLE
:3rd
OV
ER
ALL S
IZE
:33.75”w
x 38.625”hD
IE:
DAV3169.eps
SU
BS
TR
AT
E:
SU
B:
CorrugateW
hite
DA
TE
:
RE
V C
OD
E:
VE
ND
OR
:P
RIN
TE
R:
Davis CreekB
rand:
PLEASE NOTE: Elements in green do not print. The live barcode m
ust be CREATED and PLACED in BLACK prior to printing.Due to circum
stances surrounding the release of these files, (VENDOR) is fully responsible for the accuracy of matching the approved files
released to your printer source with printed m
aterial. If there are any changes you believe need to be made to these files, those changes
must be approved by Gordon Food Service and com
pleted by NAC, then re-released back to you. If the files are altered in any way w
ithout this process being follow
ed, (VENDOR) is fully responsible for all inventories that exist for this project. Neither NAC or Gordon Food Service w
ill approve any additional proofs made by your print source.
A T
RA
DIT
ION
OF
QU
AL
ITY
-CR
AF
TE
D M
EA
TS.
TM
A T
RA
DIT
ION
O
F QU
AL
ITY-C
RA
FT
ED
ME
AT
S.T
M A T
RA
DIT
ION
OF
QU
AL
ITY
-CR
AF
TE
D M
EA
TS.
TM
A TR A D I T I O N O F QU A L I T Y - CR A F T E D ME A T S.TM
U.S
.IN
SPEC
TED
AN
D P
ASS
ED B
YD
EPA
RTM
ENT
OF
AGR
ICU
LTU
RE
EST
# O
N LA
BEL
U.S
.IN
SPECTED
AN
D PA
SSED B
YD
EPAR
TMEN
T OF
AGR
ICU
LTUR
E
EST # ON LABEL
INNE
R PA
CKAG
E NO
T LA
BELE
D FO
R RE
SALE
DIST
RIBU
TED
EXCL
USIV
ELY
BYGO
RDON
FOO
D SE
RVIC
E ®
WYO
MIN
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I 495
091A
1211
FOR
MOR
E IN
FORM
ATIO
NON
OUR
QUA
LITY
-CRA
FTED
MEA
TS,
VISI
T W
WW
.DAV
ISCR
EEKM
EATS
.COM
.
U.S
.IN
SPEC
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RE
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# O
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BELE
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R RE
SALEDISTRIBUTED EXCLUSIVELY BY
GORDON FOOD SERVICE ®W
YOMING, M
I 495091A1211
DISTRIBUTED EXCLUSIVELY BYGORDON FOOD SERVICE ®WYOMING, MI 495091A1211
U.S.INSPECTED
AND PASSED BYDEPARTMENT OF
AGRICULTURE
EST # ON LABEL
INNER PACKAGE NOT LABELED FOR RESALE
XXXX-XXXX
SA
FE
HA
ND
LIN
G IN
ST
RU
CT
ION
SThis product was prepared from
inspected and passed meat and/or
poultry. Some food products m
ay contain bacteria that could cause illness if the product is m
ishandled or cooked improperly. For your
protection, follow these safe handling instructions.K
eep refrigerated or frozen.Thaw
in refrigerator or microw
ave.K
eep raw m
eat and poultry sepa-rate from
other foods. Wash
working surfaces (including cutting
boards), utensils, and hands after touching raw
meat or poultry.
Cook thoroughly. Food safety
recomm
ends cooking all products to an internal tem
perature of 160˚F w
hen measured by a therm
ometer.
Keep hot foods hot. R
efrigerate leftovers im
mediately or discard.
A TR A D I T I O N O F QU A L I T Y - CR A F T E D ME A T S.TM A TR A D I T I O N O F QU A L I T Y - CR A F T E D ME A T S.TM
DISTRIBUTED EXCLUSIVELY BYGORDON FOOD SERVICE ®WYOMING, MI 495091A0112
DISTRIBUTED EXCLUSIVELY BYGORDON FOOD SERVICE ®WYOMING, MI 495091A0112
DISTRIBUTED EXCLUSIVELY BYGORDON FOOD SERVICE ®WYOMING, MI 495091A0112
DISTRIBUTED EXCLUSIVELY BYGORDON FOOD SERVICE ®WYOMING, MI 495091A0112
XXXX-XXXX
THIS SIDE UP
FOR MORE INFORMATIONON OUR QUALITY-CRAFTED MEATS,
VISIT WWW.DAVISCREEKMEATS.COM.
U.S.INSPECTED
AND PASSED BYDEPARTMENT OF
AGRICULTURE
EST # ON LABEL
U.S.INSPECTED
AND PASSED BYDEPARTMENT OF
AGRICULTURE
EST # ON LABEL
U.S.INSPECTED
AND PASSED BYDEPARTMENT OF
AGRICULTURE
EST # ON LABEL
U.S.INSPECTED
AND PASSED BYDEPARTMENT OF
AGRICULTURE
EST # ON LABEL
KEEP REFRIGERATED KEEP REFRIGERATED KEEP REFRIGERATED KEEP REFRIGERATED
SAFE HANDLING INSTRUCTIONSThis product was prepared from inspected and passed meat and/or poultry. Some food products may contain bacteria that could cause illness if the product is mishandled or cooked improperly. For your protection, follow these safe handling instructions.
Keep refrigerated or frozen.Thaw in refrigerator or microwave.Keep raw meat and poultry sepa-rate from other foods. Wash work-ing surfaces (including cutting boards), utensils, and hands after touching raw meat or poultry.Cook thoroughly. Food safety recommends cooking all products to an internal temperature of 160˚F when measured by a thermometer.Keep hot foods hot. Refrigerate leftovers immediately or discard.
North American Color, Inc.5960 S. Sprinkle Road, Portage, MI 49002(T) 1.800.537.8296 (F) 269.323.0190www.nac-mi.com
Vendor:
NAC:
Client:
Date:
Date:
Date:
SIGN OFF CONSTITUTES APPROVALOF COLOR, COPY, LAYOUT & DIE.
GCMI 908 GCMI 90
GFS ITEM # 532310 01/16/12Boneless Pork Chops
1A0112 Davis Creek - 645800 N/A
DESCRIPTION:
NAC # 11-3230 NATIVE FORMAT: Illustrator CS3
UPC / SCC CODE: 90093901532315PROOF CYCLE: 3rd
OVERALL SIZE: 62 7/8”w x 20 3/16”hDIE: 3260009032.eps
SUBSTRATE:SUB:
CorrugateWhite
DATE:
REV CODE: VENDOR: PRINTER:
Davis CreekBrand:
PLEASE NOTE: Elements in green do not print. The live barcode must be CREATED and PLACED in BLACK prior to printing.Due to circumstances surrounding the release of these files, (VENDOR) is fully responsible for the accuracy of matching the approved files released to your printer source with printed material. If there are any changes you believe need to be made to these files, those changes must be approved by Gordon Food Service and completed by NAC, then re-released back to you. If the files are altered in any way without this process being followed, (VENDOR) is fully responsible for all inventories that exist for this project. Neither NAC or Gordon Food Service will approve any additional proofs made by your print source.
Rev. June 2015
PhotographyDavis Creek Meats® Brand Standards
Photography
Page 2
Overview Backgrounds and Dinnerware Lighting Ingredients and Fresh Cues
OverviewDavis Creek Meats photography portrays the message of quality
and craftsmanship. Prepared product shots must focus on the
meat—the cut, the grain, and the presentation. Meats must never
be over-seasoned in prepared applications; they must appear as
natural as possible. The angle of the shot may vary slightly, but the
meat must fill a majority of the shot. The focal point of the shot is
the primary product, while additional elements are in the back and
slightly out of focus.
Photography of raw meats must focus on the quality of the meat,
and the product must be pink in color. Spices, such as salt and
pepper or other seasonings are acceptable in the background or
sprinkled over the meat. Cutting utensils can be used as props in
the shot, but must not obstruct the focus on the product.
Background & DinnerwareThe background and dinnerware vary based on quality and cut of
meat. Surfaces must be natural, warm, and classic, and dinnerware
must be clean, neutral colors. Acceptable dinnerware colors include
white, brown, tan, and black, while clear cannot be used. Napkins
are acceptable, but not required. Alcoholic beverages are not to be
utilized unless it further supports the product application.
LightingLighting must be warm, staying away from dark shadows. The
focus of the lighting is on the product, not the background. The
background lighting is darker than the lighting in the foreground; it
is a warm tone but does not appear too light. The angle of the shot
will vary based on product type.
Ingredients & Fresh CuesProduct preparation is an essential aspect of the presentation. The
higher the quality the meat is, the more premium the presentation of
the ingredients. Ingredients and fresh cues vary based on the quality
and cut of meat. For example, garlic-roasted redskin potatoes might
be utilized with a USDA Prime product, while a traditional baked
potato is shown with a USDA Select product. They must be used in the
background to complement the meat, not in the foreground of the shot.
Acceptable fresh cues include scallops, shrimp, potatoes, or vegetables.
Fresh beans or alfalfa sprouts are never utilized in product photography.