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V 1.14/2009
Far CoastVisual Identity System and Execution Guidelines
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VIS USAGE REQUIREMENTS
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SECTION:VIS USAGEREQUIREMENTS
Trademark/Marketing Legal Lines
An appropriate trademark symbol or legend (for
example, ®, ™, TRADEMARK REGD., MARCA REG.,
MARQUE DEPOSEE, etc.) should appear legibly at least
once in connection with the FAR COAST trademarks,
logo, blend names and slogan, and should accurately
reflect whether the marks are registered in the country
in which the materials will be used. The position of the ®
or ™ symbol accompanying the FAR COAST logo should
be at the bottom right corner of the ‘T’ in the FAR COAST
logotype and in approved placements for the other
marks. Magazine and newspaper advertising are NOT
required to include a trademark ownership statement.
ONLY when BB is established as a separate legal entity,
can trademark ownership statements such as “FAR
COAST, the FAR COAST logo, the FAR COAST blend
names and TASTE. WELL TRAVELLED™ are trademarks
and service marks of [________]” be used. All proposed
legal lines should be reviewed and approved by your
Group Trademark, Marketing and/or Operations Counsel.
Copyright Notice
Copyright notice is not required or recommended for
FAR COAST as we do not want to be directly associated
with COCA-COLA in the minds of consumers. Any
collateral that goes into the hands of the consumer
should not directly convey the relationship between FAR
COAST and TCCC.
When BB is a separate legal entity, as in the cases of
Norway and Singapore, a copyright notice should appear
on all executions where
possible. All proposed copyright notices should be
reviewed and approved by your Group Trademark,
Marketing and/or Operations Counsel.
Logo and Logotype
The FAR COAST logo should be used exactly as shown
in these Guidelines. The logo should not be distorted,
manipulated, cropped, obscured or altered. It should
always be proportionally correct. All blend names and
the slogan TASTE. WELL TRAVELLED™ should also be
used only in approved fonts and presentations.
Local Development of Illustration Elements
It is acceptable to create cultural illustration elements
and expressive illustration elements locally to enhance
the relevance of the FAR COAST VIS in your local market.
All locally-developed elements must be consistent with
and support the brand strategy and must be approved by
local legal counsel and the global brand team prior to use.
Unless required by local laws and regulations, the words
appearing in the logotype should not be translated into
other languages.
Any final graphics based on the materials included on the
artwork disk, as well as any proposed addition of icons to
those contained on the artwork disk, must be reviewed
and approved by the appropriate SBU Trademark
Counsel for your region prior to use.
Any variations from these Guidelines must be approved
by appropriate representatives of both the marketing and
legal functions of the Company prior to use.
VIS Usage Requirements
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Elements are the “building blocks” of the FAR COAST visual identity system.
Consistently using a common set of elements enables integrated
marketing communications (IMC) and maximum system scale.
ELEMENTS
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SECTION:ELEMENTS
Whenever possible, the FAR COAST primary logo should
be used in all brand communications. The primary logo
may be used on either a white background or a brown
background. This artwork may not be altered without
prior consideration and approval. Consult with your
legal team to see if the ™ symbol is appropriate for your
market or another symbol such as ® or © should be used
in its place.
Elements: Primary Logo
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SECTION:ELEMENTS
Whenever possible, the logo from the previous page
should be used. Variations of the FAR COAST logo
and logotype are provided to allow flexibility while
maintaining consistency. Different file options with
different ™ symbol sizes are provided. When using other
symbols in place of the ™ such as © or ®, please size the
symbols using the ™ as reference.
Elements: Colour Logo Variations
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SECTION:ELEMENTS
Black and white variations of the logo should be used
only when restrictions will not allow printing full colour.
Elements: Black & White Logos
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The FAR COAST tagline and coffeeteacocoa signature
should be used in conjunction with the FAR COAST logo.
Refer to the next pages for usage examples of the tagline
& signature with the FAR COAST logo. When using the
tagline in small or large sizes, please adjust the size of the
TM symbol accordingly.
SECTION:ELEMENTS
Elements: Tagline & Signature
Taste. Well travelled.™
coffeeteacocoa
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SECTION:ELEMENTS
Whenever possible, the tagline and/or signature should
appear in conjunction with the logo in one of the
following lockups.
Elements: Tagline with Logo and/or Signature
Taste. Well travelled.™ Taste. Well travelled.™Taste. Well travelled.™
Taste. Well travelled.™ coffeeteacocoa Taste. Well travelled.™
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Dark brown is the dominant and critical colour of the
FAR COAST identity. It communicates sophistication and
the premium aspects of the brand. White is the second
most dominant colour while the orange and aqua are
used to accent and contrast with the dark brown and
white. These colours should be used in all brand specific
communications.
SECTION:ELEMENTS
Elements: Colour Palette
PMS 172
75% PMS 172
C –M 66Y 88K –
R 240G 75B 35
PMS 7533
90% PMS 7533
C –M 22Y 85K 85
R 51G 41B 22
PMS 7466
80% PMS 7466
C 70M –Y 23K –
R –G 178B 194
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SECTION:ELEMENTS
The way typography is used within communications
helps convey the FAR COAST style in a clear and
consistent manner. The Rockwell family is the selected
and primary type face for FAR COAST. A secondary
type face, Gotham, which can be used for headlines
where Rockwell has been selected for body copy is also
approved. The word FAR COAST should always appear
in capital letters when it is being used outside the logo
treatment in headlines or copy.
ROCKWELLABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
ROCKWELL REGULARABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
ROCKWELL BOLDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
GOTHAM BOOKABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
GOTHAM MEDIUMABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
GOTHAM BOLDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
Elements: Typography
These fonts have been provided to you with this VIS in order to accurately represent the design; however, the Gotham fonts are owned by Hoefler & Frere-Jones and have not been licensed for global use. You can obtain a license to use these fonts by visiting www.typography.com/.
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Each blend has a custom pattern associated with it.
The patterns should be used in conjunction with
information about the specific blend.
SECTION:ELEMENTS
Elements: Blend Patterns
COFFEE
ART HAUS
BELEGANTE
SOFISTRO
TEA
FOXHALL
ZWINA
COCOA
REVERIE
PANCHAI
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Each blend has a corresponding 1 colour pattern version
of its colour pattern. The 1 colour patterns are generally
used tonally in application.
SECTION:ELEMENTS
Elements: 1 Colour Blend Patterns
COFFEE
ART HAUS
BELEGANTE
SOFISTRO
TEA
FOXHALL
COCOA
REVERIE
ZWINA
PANCHAI
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SECTION:ELEMENTS
Steam pattern should be used sparingly and is primarily
used in three dimensional interior applications, such
as a wall pattern. The pattern should be subtle in its
application and should never take on it’s own colour but
appear as a tone-on-tone graphic. It can be used on the
FAR COAST aqua, off-white, or FAR COAST brown, and it
can be executed on material, such as a carving, emboss,
varnish, print, stamp, deboss, or metallic.
Elements: Patterns-Steam
COFFEE TEA COCOA
coffeteacocoa
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The logo should always be larger in height to the patterns
it is locking up with. The patterns may stagger in distance
from one another but the smallest distance between
them should always be constant. For horizontal pattern
applications with logo no more than one row should ever
be used. The FAR COAST aqua and brown may be used
in the pattern applications but no other colours should
be used.
SECTION:ELEMENTS
Elements: Patterns - Structured Blend with Logo
HORIZONTAL EXAMPLE WITH LOGO
HORIZONTAL EXAMPLE WITH STEAM-PATTERN
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SECTION:ELEMENTS
The patterns may also be applied without the logo. The
same rules apply to these applications.
For horizontal applications no more than two rows should
be used. The top row should always be greater or equal
in height to the second row. For vertical applications, no
more than two or three rows should be used.
Elements: Patterns - Structured Blend without Logo
HORIZONTAL EXAMPLE WITHOUT THE LOGO
HORIZONTAL EXAMPLE WITHOUT THE LOGO
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The tonal patterns follow all the exact same rules as the
colour pattern applications (please refer to the previous
two pages and the examples). The only difference is they
are tone-on-tone applications. It is important the tonal
applications are used in a subtle manner, never assuming
their own colour. The applications can be printed as a
varnish or metallic, carved out wood or other materials,
embossed, or debossed. When the tonal applications are
printed tone-on-tone they should always be printed on
the FAR COAST aqua or brown. If they are ever printed
as a metallic they should be printed in metallic silver
(PMS 877C).
SECTION:ELEMENTS
Elements: Patterns - Structured Blend (Tonal)
HORIZONTAL EXAMPLE ON BROWN
HORIZONTAL EXAMPLE WITHOUT THE LOGO IN GREY
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SECTION:ELEMENTS
FAR COAST is committed to sourcing coffee in ways that
take into consideration the interests of coffee farmers
and their communities. As part of that commitment, FAR
COAST offers Fair Trade and Rainforest Alliance Certified
coffee blends. The BELEGANTE blend is the only coffee
that is Fair Trade Certified and should always appear with
the appropriate Fair Trade logo.* Art Haus and Boranna
are Rainforest Alliance Certified** and should always
appear with the appropriate logo.
FAR COAST offsets its CO2 emissions from b-discs™ and
machine energy with The Carbon Neutral Company.†
* Usage of the Fair Trade Certified logo must be approved by Transfair Canada. Please refer to the standards posted at http://transfair.ca/
**Usage of the Rainforest Alliance Certified logo must be approved by the Rainforest Alliance. Please refer to the standards posted http://www.rainforest-alliance.org/
†Usage of The Carbon Neutral Logo can be found at http://www.carbonneutral.com/
Elements: Fair Trade Logo, Rainforest Allianceand The Carbon Neutral Company Logo Usage
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ELEMENTS:VANCOUVER 2010
Elements: Vancouver 2010 Olympic Winter Games
FAR COAST is a Proud Partner of the Vancouver 2010
Olympic Winter Games.
Always include appropriate designation
‘Proud Partner’ for Far Coast
Always ensure that VANOC legal line is included:
Short version: ™ © 2005, VANOC.
Long version: ™ Trademark © Copyright 2005,
Vancouver Organizing Committee for the 2010 Olympic
and Paralympic Winter Games. All Rights Reserved.
Always reference it as ‘Olympic Games’ or ‘Olympic
Winter Games’ NOT the ‘Olympics’
Always reference it as City + Year + Olympic + (Winter) + Games‘Vancouver 2010 Olympic Winter Games’ not ‘2010 Olympic Games’Short form ‘the 2010 Winter Games’
All materials using the Vancouver 2010 Olympic Winter Games logo, must be submitted to VANOC for approval before usage. Please refer to www.olympicmarketing.com
PROUD PARTNERFIÈRE PARTENAIRE
PROUD PARTNERFIÈRE PARTENAIRE
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EXECUTON EXAMPLES
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SECTION:EXECUTIONEXAMPLES
There are three different sizes of FAR COAST cups. Each
cup is printed with a logo on both the back and front of
the cup. The logo is locked up in a unique configuration
of blend patterns spanning the circumference of the cup.
The cup is an important brand banner for FAR COAST
and captures the essence of the brand elements.
Each cup has a unique inner sleeve and is made with a
minimum of 12% post-consumer recycled material.
Execution Examples: Cups
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SECTION:EXECUTION EXAMPLES
Ceramic cups are also available at FAR COAST locations
to help reduce waste. The white cups are printed with the
FAR COAST logo in PMS 7533 brown.
Execution Examples: Ceramic Cups
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READY-TO-USE CONCEPT STORE MODEL
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READY-TO-USE: MENU BOARDS
The menu board presents the blends to the consumer in
an orderly, simple manner allowing for quick selection
and facilitation of the ordering process. The menu varies
from market to market depending on product offerings
and can be reconfigured to fit into different fixturing
systems.
Ready-to-Use: Menu Board