Kellogg's breakfastware Table Textile Style Guide - Pink Key ......4/54 Kellogg's breakfastware Textile Brand Rules The Design Direction for Kellogg's breakfastware textiles is a harmonious

Kellogg's breakfastware™

Table Textile Style Guide

01 Table Textile Brand Rules02 Program Mood03 Materials & Details 04 Labelling & Embroidery05 Color Palette06 Graphic Application07 Graphic Directions

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Conceptual Program Positioning

In tabletop the Kellogg's breakfastware™ brand visions simple expressions of the breakfast ritual.Kellogg's is Breakfast. It therefore designs for consumer lifestyle in relation to their breakfast needs. Making life easier and aligning design with how consumers want theirbreakfast - what to eat, how to eat it and where to eat it.

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Breakfast Lifestyle

33% of people eatbreakfast at home.

33% of people eatbreakfast on the go.

AtHome AtTheOffice OnTheGo

33% of people eatbreakfast at the office.

Kellogg's breakfastware™ understandsconsumers eat breakfast AtHome, OnTheGo or AtTheOffice and aims to provide consumers with Information, Education, Products and Services,to help themselves to a Healthy Start to the dayto Start Good.Feel Good.

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Brand Rules

Focus on HealthProducts MUST talk tohealth. Where possiblethis should be integratedinto product design,functionality, packagingand marketing.

Breakfast RelatedProducts MUST be directlyrelated to breakfast and breakfast lifestyle.

Innovate forConvenienceProducts MUST incorporate some level of innovation and newness in their design and functionality formodern day convenience.

Keep It AuthenticProducts MUST beauthentic in purefunctionality. Simplicityand convenience are key. Functionality is king.

Fusion of Retro + ModernProducts must maintain a retro-modern fusion inlook+feel and styling.Materials, form, color,mood and function to beinformed by this.

When designing for any aspect of the Kellogg's breakfastware™ brand please ensure that you signoff on all 5 brand rules.

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Textile Brand Rules

The Design Direction for Kellogg's breakfastware™ textiles is a harmonious fusion of retro and modern, evoking memories of yesteryear.Authenticity, utility and pure functionality of a farmer mood. Retro inspired classic shapes, embracing old fashioned country simplicity, evoking a sense ofhistory and soul. Hand crafted detail, embroidered labelling, hand knitted cup warmers andcosies create a Feel Good sensory experience. Innovation and modern functionality, to reinterpret retro classics and bring it to modern form by eliminating or enhancing particular design details or by reinterpretingmaterials, details and finishes to make them practical for today's consumers.Health informs product groupings and wellbeing affirmations.

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Mood

Modern farmer mood Purity Authenticity Simplicity

A Good Morning

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100% COTTON DRILL 100% LINEN 100% COTTON PLAIN WEAVE PVC COATED CANVAS

WOOL KNIT WOOL FELT

Materials

An unexpected mix of materials + finishes that inspire touch.

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Details

WOVEN STRIPE RICK RACK TRIM CONTRAST ZIG ZAG STITCH PRINTED STRIPE

LABELLING CUTLERY POCKET

An eclectic combination ofpatterns and plains, archivegraphics and retro type, vintagestripes and print borders.

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LabelsThree different label options to beused on textile products.

KELLOGGS RED LABEL PATCH BREAKFASTWARE BANNER LABEL KELLOGGS RED LABEL SIDE TAB

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Color

PALE CREAMMATERIAL C2 M3 Y8 K0

WHITEC0 M0 Y0 K0

BRIGHT RED PANTONE 199C C0 M100 Y62 K0

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Graphic Application

The Graphic Direction for Kellogg's breakfastware™ textiles is a harmonious fusion of retro andmodern inspired by the Feel Good simplicity of a farmer mood.

01 Graphics speak for themselves witha sensitivity to placement, to createa sense of negative space thatbalances graphic density throughoutthe range.

02 Graphics are uncomplicated and neverover designed, with a purity andsimplicity that represents the brand.

04Graphics are used to create a warm Feel Good morning mood and evoke asense of nostalgia.

05Graphics are used with scale only whereappropriate.

03Graphics are used where appropriate toenhance the form and functionality ofproduct.

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Graphic Direction 01AMorning Rooster

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Graphic Direction 01AGraphic Elements

This graphic direction combines an iconic Kellogg's morning rooster, a bold retro triple and singlestripe, a rooster stripe and Good Morning phrases from the Kellogg's Archive.A Feel Good mood inspired by farmer simplicity.Wake Up well with Kellogg's.

GOOD MORNING

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Graphic Direction 01ARooster Icons

ROOSTER 001.tifA detailed illustrative version of the rooster icon.

Background color represents material color onwhich the artwork will be placed.

ROOSTER 001 REVERSE.tifA detailed illustrative version of the rooster iconfor reversed out applications.


ROOSTER ICON 001.tifA simplified version of the rooster icon to beused for small scale applications where detailmay be lost.


ROOSTER ICON 001 REVERSE.tifA simplified version of the rooster icon to beused for small scale reversed out applicationswhere detail may be lost.


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Graphic Direction 01ARooster Repeat

ROOSTER PRINT 001.tifAn allover repeat rooster print.


SCALE 1:3

ROOSTER PRINT 001 REVERSE.tifAn allover repeat rooster print for reversed outapplications.


SCALE 1:3

ROOSTER PRINT 002.tifAn allover repeat rooster print.


SCALE 1:1

ROOSTER PRINT 002 REVERSE.tifAn allover repeat rooster print for reversed outapplications.


SCALE 1:1

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Graphic Direction 01ARetro Stripes

RETRO STRIPE 002.epsTriple red stripe.


RETRO STRIPE 002 REVERSE.epsTriple cream stripe.


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Graphic Direction 01ARooster Stripes

ROOSTER STRIPE 001.tifSingle red stripe with simplified rooster repeat.Must retain these proportions for scaledapplications.


ROOSTER STRIPE 001 REVERSE.tifSingle cream stripe with simplified roosterrepeat. Must retain these proportions forscaled applications.


ROOSTER STRIPE 002.tifTriple red stripe with simplified rooster repeat.Must retain these proportions for scaledapplications.


ROOSTER STRIPE 002 REVERSE.tifTriple cream stripe with simplified roosterrepeat. Must retain these proportions forscaled applications.


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Graphic Direction 01AGood Morning Archive Phrases

THE BEST TO YOU 001.epsSingle graphic element must be shown in itsentirety. Must always be run on one line andnever be cropped, distorted or applied asseparate words.

GOOD MORNING 001.epsSingle graphic element must be shown in itsentirety. Must always be run on one line andnever be cropped, distorted or applied asseparate words.

MORNING 001.epsSingle graphic element must be shown in itsentirety. Must always be run on one line andnever be cropped, distorted or applied asseparate words..

GREAT DAY 001.epsSingle graphic element must be shown in itsentirety. Must always be run on one line andnever be cropped, distorted or applied asseparate words.

IT’S GONNA BE A GREAT DAY™THE BEST TO YOU EACH MORNING™ GOOD MORNING MORNING - LETS FACE IT TOGETHER™

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Graphic Direction 01AGood Morning Archive Phrases

THE BEST TO YOU 002.epsSingle graphic element must be shown in itsentirety. Must retain alignment of the phraseand rooster, and never separate, distort orchange the composition.

GOOD MORNING 002.tifSingle graphic element must be shown in itsentirety. Must retain alignment of the phraseand rooster, and never separate, distort orchange the composition.

MORNING 002.tifSingle graphic element must be shown in itsentirety. Must retain alignment of the phraseand rooster, and never separate, distort orchange the composition.

GREAT DAY 002.tifSingle graphic element must be shown in itsentirety. Must retain alignment of the phraseand rooster, and never separate, distort orchange the composition.

THE BESTTO YOU

EACH MORNING™GOOD

MORNINGIT’S GONNA

BE A GREAT DAY™MORNING...

LETS FACE IT TOGETHER™

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Graphic Direction 01AKey details and SKU Application

Rooster repeat with stitched border Printed rooster tape

Table clothPlacematNapkinCoasterCutlery storage wrap

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Graphic Direction 01BTraditional Wheat

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Graphic Direction 01BGraphic Elements

GOOD... AND GOOD FOR YOU™

This graphic direction combines an iconic Kellogg's wheat icon, a bold retro stripe and Health phrases from the Kellogg's Archive.A Feel Good mood inspired by farmer simplicity.Wake Up well with Kellogg's.

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Graphic Direction 01BWheat Icons

WHEAT 001.tifA vertical version of the wheat icon.


WHEAT 001 REVERSE.tifA vertical version of the wheat icon for reversedout applications.


WHEAT REPEAT 002.tifA repeat of the wheat icon to be used forallover treatment applications.

Background color represents material color on which the artwork will be placed.

WHEAT REPEAT 002 REVERSE.tifA repeat of the wheat icon to be used forallover treatment applications.


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Graphic Direction 01BRetro Stripes





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Graphic Direction 01BArchive Phrases

HELP YOURSELF TO HEALTH 001.epsSingle graphic element must be shown in itsentirety. Must always be run on one line andnever be cropped, distorted or applied asseparate words.

GOOD START 001.epsSingle graphic element must be shown in itsentirety. Must always be run on one line andnever be cropped, distorted or applied asseparate words.

GOOD FOR YOU 001.epsSingle graphic element must be shown in itsentirety. Must always be run on one line andnever be cropped, distorted or applied asseparate words..

START GOOD FEEL GOOD 001.epsSingle graphic element must be shown in itsentirety. Must always be run on one line andnever be cropped, distorted or applied asseparate words.

START GOOD . FEEL GOOD™HELP YOURSELF TO HEALTH™ A GOOD START IN THE MORNING™ GOOD... AND GOOD FOR YOU™

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Graphic Direction 01BKey details and SKU Application

Printed cutlery pocketZig-zag stitch Printed stitched tape

Table clothPlacematNapkinCoasterCutlery storage wrap

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Graphic Direction 02Archive Script

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Graphic Direction 02Graphic Elements

This graphic direction celebrates the richness of theKellogg's Archive by showcasing retro script as a bold dynamic graphic. These graphics can be eitheroversized and cropped or small and centred on product.A retro mood inspired by archive script..

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Graphic Direction 02Archive Script Oversize

DELICIOUS 001.epsThis element to be used oversized and cropped to create a bold, abstract graphic. Application reference page 29.


DELICIOUS 001 REVERSE.epsThis element to be used oversized and cropped to create a bold, abstract graphic. Application reference page 29.


EAT 001.epsThis element to be used oversized and cropped to create a bold, abstract graphic. Application reference page 29.


EAT 001 REVERSE.epsThis element to be used oversized and cropped to create a bold, abstract graphic. Application reference page 29.


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HUNGRY 001.epsThis element to be used oversized and cropped to create a bold, abstract graphic. Application reference page 29.


HUNGRY 001 REVERSE.epsThis element to be used oversized and cropped to create a bold, abstract graphic. Application reference page 29.


ENJOY 001.epsThis element to be used oversized and cropped to create a bold, abstract graphic. Application reference page 29.


ENJOY 001 REVERSE.epsThis element to be used oversized and cropped to create a bold, abstract graphic. Application reference page 29.


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FRESH 001.epsThis element to be used oversized and cropped to create a bold, abstract graphic. Application reference page 29.

Background color represents material color onwhich the artwork will be placed..

FRESH 001 REVERSE.epsThis element to be used oversized and cropped to create a bold, abstract graphic. Application reference page 29.


FLAVOR 001.epsThis element to be used oversized and cropped to create a bold, abstract graphic. Application reference page 29.


FLAVOR 001 REVERSE.epsThis element to be used oversized and cropped to create a bold, abstract graphic. Application reference page 29.


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Graphic Direction 02Archive Script Small

FRESH 002.eps FRESH 002 REVERSE.eps FLAVOR 002.eps FLAVOR 002 REVERSE.eps HUNGRY 002.eps HUNGRY 002 REVERSE.eps

ENJOY 002.eps ENJOY 002 REVERSE.eps DELICIOUS 002.eps DELICIOUS 002 REVERSE.eps EAT 002.eps EAT 002 REVERSE.eps

Single graphic element must be shown in its entirety. To be used as a small isolated graphic with negative space.Must retain the angle wherever possible, and never becropped or distorted.

Background color represents material color on which theartwork will be placed.

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Graphic Direction 02Archive Script Small

ENJOY A BOWL 001.epsSingle graphic element must be used as a small isolated graphic with negative space.Must retain the angle wherever possible, andnever be cropped or distorted.


ENJOY A BOWL 001 REVERSE.epsSingle graphic element must be used as a small isolated graphic with negative space.Must retain the angle wherever possible, andnever be cropped or distorted.


FLAVOR DOES IT 001.epsSingle graphic element must be used as a small isolated graphic with negative space.Must retain the angle wherever possible, andnever be cropped or distorted.


FLAVOR DOES IT 001 REVERSE.epsSingle graphic element must be used as a small isolated graphic with negative space.Must retain the angle wherever possible, andnever be cropped or distorted.


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Graphic Direction 02Retro Stripe

RETRO STRIPE 001.epsSingle red stripe.


RETRO STRIPE 001 REVERSE.epsSingle cream stripe.


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Graphic Direction 02Key details and SKU Application

Table clothPlacemat Napkin CoasterCutlery storage wrap

Oversized printWoven stripe Embroidery

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feature felt story

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Graphic Direction 03Kellogg's Archive

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This graphic direction showcases the beauty of the Kellogg'sArchive, it's images and language. The hero archive shots conveya sense of health and freshness and are supported by retrographics that are derived directly from the images themselves.A retro mood injected with a Feel Good approach to health.Everybody loves Kellogg's.

EVERYBODY LOVES

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IT PEPS YOU UP 001.epsGenuine Kellogg's Archive image must beshown true to original and must never berecolored or distorted.

Background color must always be cream andrepresents material color on which the artworkwill be placed.



WHATS INSIDE 002.epsGenuine Kellogg's Archive image must beshown true to original and must never berecolored or distorted.

Image may be used oversized and croppedwhere appropriate.

Graphic Direction 03Archive Images + Elements

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Graphic Direction 03Archive Phrases

BEST WAY 001.epsSingle graphic element must be shown in itsentirety. Must always be run on one line andnever be cropped, distorted or applied asseparate words.

GREAT DAY 001.epsSingle graphic element must be shown in itsentirety. Must always be run on one line andnever be cropped, distorted or applied asseparate words.

HELP YOURSELF TO HEALTH 001.epsSingle graphic element must be shown in itsentirety. Must always be run on one line andnever be cropped, distorted or applied asseparate words.

EVERYBODY LOVES KELLOGGS 001.epsSingle graphic element must be shown in itsentirety. Must always be run on one line andnever be cropped, distorted or applied asseparate words.

THE BEST WAY TO START THE DAY™ IT'S GOING TO BE A GREAT DAY!™ HELP YOURSELF TO HEALTH™ EVERYBODY LOVES

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Table clothPlacemat NapkinCoaster Cutlery storage wrap

Printed stitched tapeRick-rack trim Print applique with zig-zag

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feature felt story

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Placemat CoasterHeat Mat

Straight stitch appliqueContrast zig-zag stitch Zig-zag stitch applique

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Graphic Direction 04Kellogg's Logo Group

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HOME

This direction fuses the simplicity of the Kellogg’slogo and a retro stripe to create a restrained graphic story. These elements combined with the BREAKFASTWARE™ logo give a simple feel to tableware textiles.

breakfastware™

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Graphic Direction 04Kellogg's Logos

KELLOGGS 001.epsGenuine Kellogg's logo must be shown in itsentiriety. To be used as a small isolatedgraphic with negative space. Must never becropped or distorted.


KELLOGGS 001 REVERSE.epsGenuine Kellogg's logo must be shown in itsentiriety. To be used as a small isolatedgraphic with negative space. Must never becropped or distorted.


BREAKFASTWARE 001.epsKelloggs BREAKFASTWARE™ logo must beshown in its entiriety. To be used as a smallisolated graphic with negative space. Mustnever be cropped or distorted.


BREAKFASTWARE 001 REVERSE.epsKelloggs BREAKFASTWARE™ logo must beshown in its entiriety. To be used as a smallisolated graphic with negative space. Mustnever be cropped or distorted.


Single graphic element must be shown in its entirety. To be used as a small isolated graphic with negative space.Must retain the angle wherever possible, and never be croppedor distorted.


breakfastware™ breakfastware™

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Graphic Direction 04Retro Stripe









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Table clothPlacemat NapkinCoasterCutlery storage wrap

Printed stitched tapeWoven stripe Embroidery

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feature wool story

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Beaker warmerTeapot warmerEgg hatCutlery storage wrap


Kitchen Textiles

01 Program Mood02 Materials & Details 03 Labelling & Embroidery04 Color Palette05 Graphic Application06 Graphic Directions07 Graphic Application Examples

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Mood

Modern farmer mood Purity Authenticity Simplicity

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100% COTTON DRILL 100% LINEN 100% COTTON PLAIN WEAVE PVC COATED CANVAS

Materials

Made for everyday use, the materialsare basic and practical. Fresh laundered cottons and crisplinens remind us of a time gone by.Heavy duty drill and easy wipe canvashave the ability to perform.

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WOVEN STRIPE RICK RACK TRIM CONTRAST ZIG ZAG STITCH PRINTED STRIPE

Details

An eclectic combination ofpatterns and plains, archivegraphics and retro type, vintagestripes and print borders. Retro details and finishes for aFeel Good start to the morning.

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LabelsThree different label options to beused on textile products.

KELLOGG’S RED LABEL PATCH BREAKFASTWARE™ BANNER LABEL KELLOGG’S RED LABEL SIDE TAB

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Embroidery

KELLOGG’S LOGO EMBROIDERY KELLOGG’S LOGO EMBROIDERY REVERSED BREAKFASTWARE™ LOGO EMBROIDERY BREAKFASTWARE™ LOGO EMBROIDERY REVERSED

breakfastware™ breakfastware™

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Color

PALE CREAMMATERIAL C2 M3 Y8 K0

WHITEC0 M0 Y0 K0

BRIGHT RED PANTONE 199C C0 M100 Y62 K0

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Graphic Application

The Graphic Direction for Kellogg's breakfastware™ kitchen textiles is a harmonious fusion of retroand modern inspired by the Feel Good simplicity of a farmer mood. A combination of two maingraphic directions with retro stripe details creates an eclectic mix of patterns, prints and plains.

01AThis graphic direction showcases the beauty of the Kellogg's Archive in an eclectic combination oforiginal artwork, dynamic montages and contrasting monotone graphics. Artwork from thissection can be combined with elements from Graphic Direction 02.

01B This graphic direction is derived from the Kellogg'sArchive and combines retro scripts, a signature wheatgraphic and an iconic Kellogg's morning rooster.Artwork from this section can be combined withelements from Graphic Direction 02.

or

+02This graphic direction is a secondary application to be used inconjunction with either Graphic Direction 01A or 01B.It is comprised of a palette of retro inspired stripes; a strong single stripe, bold retro triple stripe and a fine tickingstripe to compliment hero archive graphics.

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Graphic Direction 01Kellogg’s Archive

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Graphic Direction 01AGraphic Elements

This graphic direction showcases the beauty of theKellogg's Archive in an eclectic combination of original artwork, dynamic montages and contrastingmonotone graphics. Wake Up well with Kellogg's.

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Graphic Group 01AKellogg’s Archive

WHATS INSIDE 002.tifGenuine Kellogg's Archive image must beshown true to original and must never berecolored or distorted.

Image may be used oversized and croppedwhere appropriate.

IT PEPS YOU UP 001.tifGenuine Kellogg's Archive image must beshown true to original and must never berecolored or distorted.


FOR FRESHNESS 001.tifGenuine Kellogg's Archive image must beshown true to original and must never berecolored or distorted.

Background color must always be Kellogg'sred and represents material color on which theartwork will be placed.

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Graphic Group 01AKellogg’s Archive Graphics

WHATS INSIDE 003.epsThis contrast archive element to be used oversized and cropped to create a bold,abstract graphic.


WHATS INSIDE 003 REVERSE.epsThis contrast archive element to be used oversized and cropped to create a bold,abstract graphic.


WHATS INSIDE 004.epsThis contrast archive montage to be applied asan allover graphic.


WHATS INSIDE 004 REVERSE.epsThis contrast archive montage to be applied asan allover graphic.


Original Kellogg's Archive artwork

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Graphic Direction 01AKellogg’s Archive Graphics

IT PEPS YOU UP 002.tifGenuine Kellogg's Archive image as repeatmontage must never be recolored or distortedand always to be applied as an allover graphic.


IT PEPS YOU UP 003.tifA simplified version of the genuine Kellogg’s Archive image must never berecolored or distorted.


IT PEPS YOU UP 004.tifGraphic element derived from originalKellogg’s Archive image to be used as a border repeat or isolated graphic detail.

IT PEPS YOU UP 005.tifGraphic element derived from originalKellogg’s Archive image to be used as a borderrepeat or isolated graphic detail.


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Graphic Direction 01AKellogg’s Archive Graphics

FOR FRESHNESS 003.epsThis contrast graphic element to be used oversized and cropped to create a bold, abstract graphic.


FOR FRESHNESS 003 REVERSE.epsThis contrast graphic element to be used oversized and cropped to create a bold, abstract graphic.



FOR FRESHNESS 004.epsThis contrast archive montage to be applied asan allover graphic.


FOR FRESHNESS 004 REVERSE.epsThis contrast archive montage to be applied asan allover graphic.


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Graphic Direction 01BArchive Graphics

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Graphic Direction 01BGraphic Elements

This graphic direction is derived from the Kellogg'sArchive and combines retro scripts, a signature wheatgraphic and an iconic Kellogg's morning rooster.A retro mood inspired by the Kellogg's Archive.

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Graphic Direction 01BArchive Script

FRESH 002.eps FRESH 002 REVERSE.eps FLAVOR 002.eps FLAVOR 002 REVERSE.eps HUNGRY 002.eps HUNGRY 002 REVERSE.eps

ENJOY 002.eps ENJOY 002 REVERSE.eps DELICIOUS 002.eps DELICIOUS 002 REVERSE.eps EAT 002.eps EAT 002 REVERSE.eps

Single graphic element must be shown in its entirety. To be used as a small isolated graphic with negative space.Must retain the angle wherever possible, and never becropped or distorted.


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Graphic Direction 01BArchive Script

WORD MONTAGE 001.epsThis retro word montage to be applied as anallover graphic.


WORD MONTAGE 001 REVERSE.epsThis retro word montage to be applied as anallover graphic.


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Graphic Direction 01BWheat Icons

WHEAT 001.epsA vertical version of the wheat icon.


WHEAT 001 REVERSE.epsA vertical version of the wheat icon for reversedout applications.


WHEAT REPEAT 001.epsA repeat of the wheat icon to be used forallover treatment applications.


WHEAT REPEAT 001 REVERSE.epsA repeat of the wheat icon to be used forallover treatment applications.


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Graphic Direction 01BRooster Icons

ROOSTER 001.epsA detailed illustrative version of the rooster icon.


ROOSTER 001 REVERSE.epsA detailed illustrative version of the rooster iconfor reversed out applications.


ROOSTER ICON 001.epsA simplified version of the rooster icon to beused for small scale applications where detailmay be lost.


ROOSTER ICON 001 REVERSE.epsA simplified version of the rooster icon to beused for small scale reversed out applicationswhere detail may be lost.


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Graphic Direction 01BRooster Repeat

ROOSTER PRINT 001.epsAn allover repeat rooster print.


SCALE 1:3

ROOSTER PRINT 001 REVERSE.epsAn allover repeat rooster print for reversed outapplications.


SCALE 1:3

ROOSTER PRINT 002.epsAn allover repeat rooster print.


SCALE 1:1

ROOSTER PRINT 002 REVERSE.epsAn allover repeat rooster print for reversed outapplications.


SCALE 1:1

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Graphic Direction 02Retro Stripes

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This graphic direction is a secondary application to be used in conjunction with either Graphic Direction 01A or 01B.It is comprised of a palette of retro inspired stripes; a strongsingle stripe, bold retro triple stripe and a fine ticking stripe to compliment hero archive graphics.It can be used as allover prints and border details.

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RETRO STRIPE 003.epsRed ticking stripe.


RETRO STRIPE 003 REVERSE.epsCream ticking stripe.



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Graphic Direction 01BKey details and SKU Application

Skirt ApronDress ApronOven MitTea TowelPot HolderShopping ToteBag Dispenser

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Graphic Direction 01A + 02Graphic Application

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Graphic Direction 01B + 02Graphic Application

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Graphic Direction 01A + 02Graphic Application

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Graphic Direction 01A or 01B + 02Graphic Application

Documents

Kellogg's breakfastware Table Textile Style Guide - Pink Key ......4/54 Kellogg's breakfastware Textile Brand Rules The Design Direction for Kellogg's breakfastware textiles is a harmonious