3.0.0 brand guidelines the two stage approval process

the jamie oliver logo

the jamie oliver logo area

the jamie oliver logo don’ts

typography

layout

using photography

food photography

images of Jamie

merchandising & packaging

cross promotion & dual branding

editorial voice

corporate communication & PR

legals

3.1.0

3.2.0

3.2.1

3.2.2

3.2.3

3.2.4

3.2.5

3.2.6

3.2.7

3.2.8

3.2.9

3.2.10

3.2.11

3.2.12

…is all about how the Jamie Oliver brand should be used, ensuring our brand remains consistent throughout. The guide is for anyone who uses our brand, not only our internal team but also our partners, licensees, design and media agencies, marketing affiliates, syndication partners and so on. Using our brand correctly is extremely important to us and to Jamie so we ask that the guide is always referred and adhered to.

approvals

style guide

brand guidelines

3.1.0approvals

The two stage approval process

• Therearetwokeyactivitiesthatrequireourapproval: New Product Development Marketing & Merchandising• Foreachoftheseactivitieswerequireyoutoseekapprovalfromusattwostages: 1)Concept 2)Signoff.• Wehavecreatedaformforeachstagetoensurewehavealltheinformationweneedtoapproveyourproject.• Theseformsareprovidedonthediscatthebackofthebrandbible.Thediscalsocontainsanexampleofacompletedformtohelpyoufillthemout.• Ifyoudonothaveadisc,pleaseasktheFoodTeamProgrammeManagerortheInternationalMarketingExecutive.Please note that you must have a complete Concept Approval Brief signed by the relevant member of Jamie Oliver Ltd staff to develop your project further.

• WhenaConceptApprovalBriefissubmittedwewillrespondasquicklyaswecan,butpleaseallow10 working days.• Ifameetingistobeheldtodiscussyourbriefthenthe10dayapprovalprocesswillbeginonthedayofthemeeting.• Pleasesendanynecessarysupportingmaterialswellinadvanceofthemeetingtogiveustimetoprepareandrespondtoyouasquicklyaspossible.Thismayincludesamples,photographyordetailedspecifications.• WhensubmittingtheSignOffApprovalformyoushouldensurethatyouhighlightanychangessinceyoureceivedconceptapprovalanddetailhowthefeedbackfromJamieOliverLimitedhasbeenincorporated.• Afurther10 working daysshouldbepermittedforSignOffApproval.Please note that you must have a complete Sign Off Approval document signed by the relevant member of Jamie Oliver staff in order to move into production.

Inadditiontothistwostageprocess,theJamieOlivermanagementteamwillholdregularreviews(atleastonceeverysixmonths)witheachofourpartnerstoevaluateoursharedstrategicobjectives,toassesswhatisorisn’tworkingandtodiscussnewopportunities.Branding-anyproposedchangestotheJamieOliverlogoand/orpackagingdesignmustbeapprovedbytheboardofdirectorsofJamieOliverEnterprises.

Editorial Voice-pleaseseesection3.2.10

Theaimofourapprovalprocessistokeepthingsassimpleaspossiblesothatwecanworkwithyouefficiently.

1. Concept

SIGNATURE OF APPROVALS AT EACH STAGE (allow 10 working days for response)

2. Sign off

brand guidelines

3.2.0

TheJamieOliverlogohasbeendesignedtoappearastheprimarylogoonallJamieOliverproducts,andasasignofflogotoallotherproductswithintheJamieOliverfamilyofcompanies.

It’simportantthatyouusethisexactversionandthatitisnotobscuredbyotherelements.

WhenwritingJamieOliverintextyoushouldwriteitasitappearsinthissentence.

The®symbolshouldalwaysbeincludedwhenusingthelogoinallenvironments.

Thelogocanbereproducedinblackandwhite,inpositiveandnegativeversions.

Thejamieoliver.comlogoshouldbeusedwhenpromotingthewebsite.Thislogocanbeusedbothonlineandinprint.Thesamestylerulesapplytothislogoaswiththemainlogoie.minimumarea,exclusionzoneetc.

the jamie oliver logo

brand guidelines

3.2.1

Asaruleofthumb,youshouldalwayskeepaminimumareaofclearspacearoundtheJamieOlivermarkbasedontheheightofthe‘e’.Nootherelementshouldintrudeintothisareaandthisalsoappliestopositioningthelogoattheedgeofanitem.

TheJamieOliverlogoshouldneverbereproducedsmallerthan15mmacrossthemeasurebar.

the jamie oliver logo area

15mm

brand guidelines

3.2.2

Thelogoshouldneverbestretchedvertically(1)orhorizontally(2)orshearedinanyway(3&4)

Itshouldalwaysappearinaflatcolor(5)(eitherasspecifiedinthecolorsectionoragreedwithJOteam)andneverinagradient(6)ordegradedformat

Thelogoshouldneverbehanddrawn(7)ordistortedinanyotherway

1

3

5

7

6

4

2

the jamie oliver logo dont’s

brand guidelines

3.2.3

HelveticaNeueisthetypefaceusedtosupporttheJamieOliverlogo.Alloftheweightswithinthefamilycanbeusedtocreateahierarchy.

HelveticaNeueshouldbeusedforallprinted,onlineandbroadcastmediawhensupportingthelogo.ThetypefaceusedforallinternalandcorporatecommunicationisArialandits’usageisoutlinedinsection3.2.11

Therearenorulesrelatingtouppercaseorlowercase,apartfrom…

•sentencecaseshouldbeusedforallcopybutforheaders,lowercaseonlyshouldbeused.

• leadingcanbesetsolideg.10pt/10pt.

• leadingcanneverbenegative.

•trackingcanbesetat-25Illustrator,butnoless.

•textshouldbeLeftjustifiedraggedright.

•nevercentredorrightjustified.

•textcanbenegativelytrackedslightly,butneverpositivelytracked.

•textcanbesetsolid.

•usecommonsensewhenselectingafontsize(considerlegalrequirementsifrelevant).

helvetica neue light

abcdefghijklmnopqrstuvwxyz1234567890 oeøßOEØ&?$£%(.,;:~)®© å çμ§+-=

helvetica neue roman

abcdefghijklmnopqrstuvwxyz1234567890oeøßOEØ&?$£%(.,;:~)®©åçμ§+-=

helvetica neue bold

abcdefghijklmnopqrstuvwxyz1234567890oeøßOEØ&?$£%(.,;:~)®© å çμ§+-=

typography

brand guidelines

3.2.4

Do’s

• createasolid,simplegridtolayelementsonto,andsticktoit.

• setclearmargins.

• trytobleedimagesandblocksofcolourtoedgesortomajoraxisofthegrid(1/2,1/3or1/4).

• neverfloattextboxesontoimages.

• textcansitonanimagebutonlyinareaswherethetextcansitcomfortably,asintheimageontheright.

• createastrongvisualhierarchysothatmessagesaredeliveredinorderofpriority.

• givethelayoutlotsofroomtobreath.

• allweightsofHelveticaNeuecanbeusedtocreateahierarchy.

• sentencecaseshouldbeusedforallcopy.

Dont’s

• nodropshadows.

• noangles.

• notextwraps.

• noroundedboxes.

layout

WW OCTOBER 2007 | 3

the good lifeAlways passionate about home cooking, Jamie Oliver now grows his own vegies. Here, the green-fingered chef shares his favourite recipes inspired by the produce grown in his garden, and featured in his latest book, Jamie At Home.

WW | celebrity chef

Jamie Oliver

INCREDIBLE SMASHED PEAS AND BROAD BEANS ON TOAST

For recipe, see page xxx.

“Every time I break open a broad bean pod and see the lovely, velvety, cosy pouch with broad beans nestling safely inside, I get so excited!”

ww1007oli.indd 2-3 31/08/2007 11:26:43 AM

The Flavour Shaker™ is designed to crush, mix, and release flavour from wholespices, herbs, garlic, nuts, citrus rind or even lime or bay leaves. In just afew seconds you can create and add flavour to all kinds of everydaydishes.Simply pop your ingredients inside, add the magic ball and give it a good shake. The ceramicball does all the work crushing, grinding and bruising the contents, releasing amazing aromasand zingy flavours. You can also add liquids like oil and cream to create deliciousdressings and marinades. The Flavour Shaker™ is sized to give you just the right amountof marinade or dressing (you don't need a lot) so that you can pour the contentsstraight over your food.

Just follow these four steps and you'll soon see how quick and easy it reallyis to get great tasting food...

Basil, balsamic vinegar andpinenut dressing

Brought to you by Gifts Direct 2 U Ltd

Please complete the coupon in block letters and send with crossed cheque orcredit card details payable to:

Gifts Direct 2 U Ltd. 295 Powers Court Road, Portsmouth, Hampshire. PO2 7JL

I enclose my cheque for £______ made payable to Gifts Direct 2 U Ltd OR please debit my Visa / Mastercard / Amex /Switch card for £_________Card Number Security No.Valid from Expiry Date Issue No. (Switch only)

SignatureName Address

PostcodeTelephone No.

Cool Blue Red Hot Olive Berry

Stainless Steel (Limited Edition) Original Flavour Shaker

From left to right Stainless Steel (LimitedEdition), £27.95 + p&p £3 and OriginalFlavour Shaker - Grey, 14.95 + p&p £3

Red Hot, Cool Blue, Berry,Olive all £16.95 + p&p £3

For more information find us at www.gifts-direct-2-u.com, altenatively contact us on02392 696768 or email customerservices@gifts-direct-2-u.com

Place the pinenuts in the bottom part of your FlavourShaker™, drop the ball in and screw the top on tightly. Shakefor about 10 seconds until they’re smashed to a paste.

Unscrew the Flavour Shaker™ and add the basil leaves.Screw the top back on and shake until it everything turns

to a paste.Add the oil and vinegar, season with a pinch of salt

and pepper and shake until everything is mixedtogether. Your dressing is ready!

Serving suggestion:This dressing has a real Italian flavour, great on a

tomato salad.

a handful of pinenuts,lightly toasteda sprig of fresh basil,leaves picked2 tablespoonsbalsamic vinegar

5 tablespoonsextra virgin olive oil

sea salt and freshly ground black pepper

Recipy © Jamie Oliver 2007Photopgraphy © David Loftus

Step 1: Add your ingrediants,then drop in the ceramic ball.

Step 2: Screw the halves together securely. (Make sure that the two little arrows on the grips arecorrectly aligned and that the sealing ring is in place. Yourisk damaging the product if you don't.)

Step 3: Give it a good shake.

Step 4: Open up and pour, scoop or rub on to your food.

Gifts direct 2 you Ad:Layout 1 17/7/07 17:23 Page 1

brand guidelines

3.2.5

• thecoloursshouldbebrightandnatural,notover-orunder-saturated.• fullpageimagesaregreat,butifyou’regoingtodoamontageuseatightgridwithreasonablekeylines,asinthemontageontheright

• don’tuseobviousfilterswhentakingphotographs

• blackandwhiteimagesarefineforambientphotographyorreportage

• noblackandwhiteimagesoffood

• nocutoutsplease!

• pleaseuseactualphotographyasopposedtocomputergeneratedimagery

using photography

brand guidelines

3.2.6

If you want to use existing photography

Pleasebeawarethatwedonotownthecopyrightinanyfoodphotography.•saveformagazinesyndication,theproposeduseofexistingphotographymustbelicensedfromtherelevantphotographer.Inthemajorityofcases,thiswillbeDavidLoftus,whoshouldbecontacteddirectatinfo@davidloftus.com.•formagazinesyndication,wehaveDavid’spermissiontolicensehisphotographytogetherwithJamie’srecipes.AllsyndicationrequestsshouldbeaddressedtoourRightsManager.(Pleaserefertoourcontactlistondiscprovided).

Onceyouhavethephotographs:•maintaintheoriginalcompositionoftheimage.•ifcroppingtheimageisabsolutelyneccessarythenitshouldbekepttoaminimum

If you want to commission new photography

• DavidLoftusisJamie’spreferredphotographer,andhasworkedwithhimonallofhisbooks,magazinecolumnsandpackagingshoots.• ifnewphotographyisrequired,Davidshouldbeengagedasthephotographerandourfoodteamshouldbeengagedtostyleandproptheshoot.• asmuchnoticeaspossibleshouldbegiven,andinanyeventnolessthansixweeksifthefoodteamarerequiredfortheproposedshoot.• requestsforthefoodteamshouldbeaddressedtotheFoodTeamProgrammeManager.• requestsforDavidLoftusshouldbeaddressedtoinfo@davidloftus.com.Pleaseensureyouagreedirectwithhimthetermsforhisengagement,includingtermsfortheuseofhisphotographs.• intermsofcreativebrief,pleasebeawarethatJamiewillexpectallshootstousenaturallightandfreshlycookedfood.

food photography

brand guidelines

3.2.7

• wherepossibleuseimagesofJamieinactionratherthanstaticportraitshots.

• shotsshouldbelitusingnaturallight.

• whendressingJamietrytobeawareofthecontextoftheshotie.Iftheshotistobeusedonpackagingmakesurethecolorandstyleoftheclothesharmonisewiththecolorandstyleoftheproductandthepackaging.

• beawarethattheremaybetextoverlaidontophotographyandthatthereshouldbenegativespacewithinthecompositiontoaccommodatethis.

images of jamie

brand guidelines

3.2.8

Whendesigningpackagingalwaysaimtopresenttheproductasnaturallyandopenlyaspossible(anysuggestionoffussypackagingorover-packagingshouldbeavoided).

Logos,productnameandallotherbrandingelementsshouldbeclearlyidentified.

TheJamieOliverlogoshouldappearonallJamieOliverproductsandtheirpackaging,andallproductsendorsedbyJamieOliver.

ThecolouroftheJOlogocanbealteredtobestintegratewiththecolourofthepackagingorproduct.

TheJamieOliverlogoneedn’tbetheprimarymarkonmerchandisingmaterialsforJOEnterprises’companiesbutshouldalwaysappearasasignoffinablockwithbarcode,copyrightinformationanddisclaimers.

Allpackagingshouldaimtominimiseitsimpactontheenvironment.WoodbasedmaterialsshouldalwaysbeFSCapproved.Materialscanbeunbleachedandnaturallytoned.

merchandising & packaging

brand guidelines

3.2.9

AnyproposalforproductstobecrosspromotedordualbrandedwiththeJamieOliverbrandrequiresthespecificapprovaloftheboardofJamieOliverEnterprises.PleasenotethatourpolicyisgenerallynottoallowthisoutsideoftheJamieOlivergroupofcompanies.

Ifaproposalhasbeenapprovedbytheboarddesignsofallcrosspromotionanddualbrandedprojectsshouldadheretothebrandguidelinesinthisdocument.

cross promotion & dual branding

brand guidelines

3.2.10

Getting the right tone and being consistent throughout makes all the difference TherearetwotonesofvoicewithintheJamieOliverbrand,Jamie’sownvoiceandtheJamieOliverbrand’svoice.GettingtherighttoneandbeingconsistentthroughoutreallydoesmakeallthedifferenceandisextremelyimportanttoourbrandandtoJamie.Theguidelinesforbothareasfollows.

Jamie’s Voice

Jamie’svoicereferstoanycopythatJamieisspeaking,hispersonalmessages,recipes,menus,syndications,blogs,anythingthatdirectlycomesfromJamiehimself.

• anycopyusingJamie’svoiceshouldbewrittenbyeitherJamieorourEditor.Pleasedonotattempttowriteforhim.

• ifyourequirecopywithJamie’svoicepleasefillouttheJamie’s Voice Request Formsuppliedonthediscatthebackofthisbibleandsendittoeditorialrequests@jamieoliver.com.Ifyoudon’thavethispleasecontactourEditorialAssistant.

• wewillrespondwithin10workingdaysfromwhentheformissubmitted.

Jamie Oliver Brand Voice

TheJamieOliverBrandvoicereferstoanyotherwrittencopythatisusedbyJamieOliverbrandedcompaniesortheirassociatedpartnerswhenrepresentingthebrand.Thisincludespackaging,merchandising&POS,andothermarketingmaterials.

• copydoesnothavetobewrittenbyourEditorialteam.

• butcopymustadheretotheJamieOliverEditorialGuidelinesdocumentwhichisprovidedonthesupplieddiscatthebackofthisbible.(IfyoudonothavethispleasecontactourEditorialAssistant).

• allcopy,besidesthatusedonFRV(andtheirlicences)foodandnon-foodpackaging,hastobesubmittedtooureditorialteamforapproval.PleasefillouttheJamie Oliver Brand Voice Approval Formandsendittoeditorialapprovals@jamieoliver.com

• ifyourequirecopytobewrittenbyourEditorialteampleasefillouttheJamie Oliver Brand Voice Request FormsuppliedonthediscatthebackofthisbibleandsubmittoourAssistantEditor.

• wewillrespondwithin10workingdaysfromwhentheformissubmitted.

• theJOteamwillcarryoutregularspotchecksonallnonpre-approvedpackagingcopywrittenbyFRVandtheirpartnersandlicenseesensuringtherighttoneandconsistencyismaintainedthroughout.Shouldwefindanyproblems,wewillnotifyyouandprovideguidanceonhowweexpecttheissuetobecorrected.

editorial voice

brand guidelines

3.2.11

Palette & colour

ThecoloursspecifiedinthissectionrelateonlytocolouruseforthecompaniesJamieOliverLimited,JamieOliverHoldingsandJamieOliverEnterprises.

AlltoplevelJamieOlivercorporatecommunicationshouldbeproducedwithvariationsofthesecolours.

Whendefiningacolourschemeforanewprojectyoudonothavetofollowthecoloursspecifiedinthissection.Thecoloursshouldreflectthenatureoftheproject,forexampleifyourprojectrelatestoaJObookortelevisionprogrammetakeyourcuefromthecoloursusedintheseproductions.

Fonts

ArialtypefaceshouldbeusedinallcorporatecommunicationthroughouttheJamieOliverGroupofcompanies(includingFRV).Thisincludesemails,Worddocuments,PowerPointpresentationsandanyotherformofdaytodaycommunicationused,bothinternallyandwithexternalpartnersandagencies.PleasenotethatHelveticaNeueisthetypefaceusedpurelytosupporttheJamieOliverlogo,pleaseseesection3.2.3forusageguidelines.

PR

AllPRrelatedcopy,enquiriesandissuesinvolvingtheJamieOliverbrandaretobewritten,handledandapprovedbytheJamieOliverPRteam.

Contactdetailscanbefoundonthediscprovided

corporate communication & PR

Pantone223U

R: 245G: 162B: 198

C: 0M: 46Y: 0K: 0

Hex:#F5A2C6

Pantone325U

R: 103G: 200B: 198

C: 56M: 0Y: 26K: 0

Hex:#67C8C6

Pantone305U

R: 112G: 205B: 227

C: 51M: 0Y: 9K: 0

Hex:#70CDE3

Arial regular

abcdefghijklmnopqrstuvwxyz1234567890oeøßOEØ&?$£%(.,;:~)®© å çμ§+-=

brand guidelines

3.2.12

Jamie Oliver Logo AnyuseoftheJamieOliverlogo(outsideofasentence)mustbeaccompaniedbythe®symbol.RecipesAllrecipesmustbecreditedasfollows:Recipe©[Yearofpublication]JamieOliverAccompanyingphotographymustbecreditedasfollows:Photography©[yearofpublication-probablythesameasrecipe][Photographername-mostlikelyDavidLoftus]Web addressAllproducts,booksetcshouldincludethewebaddress:www.jamieoliver.com

Photography Generalphotographymustbecreditedasfollows:Photography©[yearofpublication][Photographername-mostlikelyDavidLoftusorChrisTerry]

Any other text AnyothertextbyJamieshouldshowthefollowingattheend/bottomofthepiece:©[Yearofpublication]JamieOliverOther credit notices:Youmustincludeanyothercreditsweprovideyounoticeof.

All of the above are always subject to our prior approval and will be part of the Marketing & Merchandising approval process, please see section 3.1.0 for further details.

legals