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A collection of helpful guidelines
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Wall ice cream guidelines

Mar 09, 2016

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Page 1: Wall ice cream guidelines

A collectionof helpfulguidelines

Page 2: Wall ice cream guidelines

Contents

INTRODUCTION TO THE BRAND 1.00

Brand ingredients at a glance 1.04

BRAND IDENTITY 2.00

Logo architecture 2.01

Corporate Heartbrand tag and logo 2.04

Country-specific Heartbrand 2.05 tag and logo

Ingredient hearts and straplines 2.23

Photography 3.00

Colour palette 4.00

Typography 5.00

Tone of voice 6.00

Ingredients splashes 7.00

Illustration 8.00

Artwork files 9.00PANTONE 032 CC:0 M:91 Y:87 K:0

R:237 G:41 B:57

ContentsHeartbrand Guidelines Version 1 >

Page 3: Wall ice cream guidelines

Things like our new brand positioning and how we express it. Plus all the ingredients, helpful hints and advice you need to create successful brand expressions yourself.

Heartbrand Guidelines Version 1 INTRODUCTION TO THE BRAND 1.011.00 Heartbrand Guidelines Version 1INTRODUCTION TO THE BRAND

A little pleasure does you good.

In today’s world of confusing messages about food, we want to create balance. We know that pleasure is good for you and that people need little moments of it in their lives.

That’s where we come in.

We’ve been a successful brand for quite some time, long enough to recognise when a few refinements to the recipe are a good thing.

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Page 4: Wall ice cream guidelines

We’re an ice cream maker with a long tradition of crafting something special. We have a real passion for simple ingredients, like milk, fruit and chocolate, and will continue to use our specialist skills to make the most wholesome pleasure food there is.

Heartbrand Guidelines Version 1 INTRODUCTION TO THE BRAND 1.03

Coffee

Strawberr

y

Dark Choc

Lemon S

orbet

Milk Choc

Banana

Triple choc

Ice cream that’s deliciously refreshing. Delectably rich and creamy. Delivering little moments of pure bliss in a mad, mad world.

1.02 Heartbrand Guidelines Version 1INTRODUCTION TO THE BRAND < Contents >

Page 5: Wall ice cream guidelines

Heartbrand Guidelines Version 1 Brand essence 1.02

cloud bluecream

coffee

caramel

cherry

grape

peach

PANTONE 032 C

C:0 M:91 Y:87 K:0R:237 G:41 B:57

Heartbrand Guidelines Version 1 INTRODUCTION TO THE BRAND Brand ingredients at a glance 1.05

Ingredient hearts

Ingredient splashes

Secondary colours

Photography

Illustrations

Handwriting

Our Ingredient hearts are designed to deliver the Heartbrand positioning of ice cream as a wholesome pleasure food and to create awareness around our love for ingredients.

Our ingredient splashes are powerful graphic devices, designed to hold important information such as ingredient claims and nutritional information.

Our passion for ingredients is expressed in our use of colour. We speak the language of natural, wholesome colours – inspired by fresh fruit, milk and chocolate.

Our photographic style is natural and reportage in feel – it captures moments of everyday pleasure.

Hand-drawn illustration allows our brand to have an expressive, personal touch.

We use real handwriting, originally crafted to add a personal touch and informal tone to our brand.

Flexible elements

Fixed elements

Corporate and country-specific tags and logosTypography

Primary colours

The heart symbolises our established heritage as expert makers of quality ice cream worldwide. It is a clear mark of endorsement wherever it is shown and seen.

The primary font, Clarendon, adds a distinctive feel to communications. The use of handwriting adds a personal touch to the brand.

Our primary colour palette, designed to support our corporate berry red helps us to communicate our love of ingredients.

Brand ingredients at a glance

1.04

Flex

ible

ele

men

tsFi

xed e

lem

ents

< Contents >INTRODUCTION TO THE BRAND Brand ingredients at a glance

Page 6: Wall ice cream guidelines

BRAND IDENTITYWe have a simple logo architecture. It clarifies the roles and responsibilities of every logo within the Heartbrand identity.

All our logos are designed to fulfil an important strategic purpose, from endorsing our products to identifying our brand and delivering our positioning.

2.00 Heartbrand Guidelines Version 1 < Contents >

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Heartbrand Guidelines Version 1 Heartbrand Guidelines Version 1

1. Endorsement on back of pack.

2. Designed for use on global and internal communications e.g. Annual reports, website, and internal PowerPoints

Designed for use on all communications that deliver ‘Love of ingredients’ brand positioning e.g. Brochures, merchandise, t-shirts etc

Designed for use in exceptional circumstances only, where space is limited.

2.02BRAND IDENTITY Logo architecture

3. Designed to be used as an endorsement onallCountry-specificcommunications from point of sale to visibility items such as, kiosks and ‘A’ boards, to stationery, brochures and signage.

Each heart is designed to be used on product communications and packaging that are specif ic to their key ingredients, milk, fruit and chocolate.

X

X

X

X

X

2.01

1. Parent brandParent brand endorsement –strong relationship with trusted,established company

3. Country-specific Heartbrand tag and logo This communicates what the brand stands for: quality, trust, heritage, expertise and vitality. The identifier is country specific.

Single and grouped Ingredient HeartsDeliver the Heartbrand positioning ‘love of ingredients’ and philosophy of ice cream as a wholesome pleasure food.

StraplinesClearly communicates the Heartbrand’s passion and ‘love of ingredients.’

2. Corporate Heartbrand tag and logo This communicates what the brand stands for: quality, trust, heritage, expertise and vitality, Designed for communications that include or address country Heartbrands worldwide.

BRAND IDENTITY Logo architecture < Contents >

2a_BrandId_V3.indd 2-3 30/11/07 15:46:15

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Heartbrand Guidelines Version 1 Heartbrand Guidelines Version 1 2.04BRAND IDENTITY Corporate Heartbrand tag and logo

The Corporate Heartbrand tag should always appear on communications that address more than one or all country-specific Heartbrands worldwide.

• The tag is the preferred option.

• The logo is only used where space is limited.

Corporate Heartbrand tag and logo

Corporate Heartbrand logoCorporate Heartbrand tag

• The Heartbrand tag and logo only ever appear in PMS 032.

2.03 BRAND IDENTITY Heartbrand tags and logos

Country-specific Heartbrand tag

Country-specific Heartbrand logo

Corporate Heartbrand tag

tag

Corporate Heartbrand logo

tag

logo

Country-specificidentifier

logo

Heartbrand tags and logosThe heart symbolises our established heritage as expert makers of quality ice cream worldwide. It is a clear mark of endorsement wherever it is shown.

The Heartbrand tagsWhen we refer to the ‘tag’, we are referring to the solid coloured square holding device, on which the logo sits.

The Heartbrand logosWhen we refer to the ‘logo’, we are referring to the Heart symbol (with and without the country identifier).

PMS® 032C0 M87 Y60 K0R237 G41 B57

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Country-specific Heartbrand logos

Only in situations where space is limited should the logo be used on the first and second point of contact with the brand e.g. front covers, point of sale, homepage etc.

Short country-specific identifier 5 or less characters

Medium country-specific identifier 6-8 characters

Long country-specific identifier 9 or more characters

• Thelogoisonlyusedinsituationswherespaceislimited.

HeartbrandGuidelinesVersion1 BRANDIDENTITYCountry-specificHeartbrandlogos 2.06

As a promise of quality at both the global and the country-specific level, the tag should always be seen on the first point of contact with the brand e.g. front covers, point of sale, homepage etc.

Country-specific Heartbrand tags

Short country-specific identifier 5 or less characters

Medium country-specific identifier 6-8 characters

Long country-specific identifier 9 or more characters

• Thistagisourpreferredoption–itcreateshighrecognitionfortheHeartbrand.

2.05 HeartbrandGuidelinesVersion1BRANDIDENTITYCountry-specificHeartbrandtags < Contents >

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Heartbrand Guidelines Version 1 Heartbrand Guidelines Version 1

X

Centred

X

Y

Y

X1/6 X 1/6 X

Heartsymbol

Countryidentifier

Heart symbol and identifier centred vertically and horizontally

ConstructionThe square shape of the tag is designed to protect and create stand out for the Heartbrand.

2.08BRAND IDENTITY Construction

• The tag always bleeds from the top of the page on the right hand side.

• Only where space is limited should the tag be replaced by the logo.

Placed discretely, the tag always bleeds from the top of the page. Only where space is limited should the tag be replaced by the logo.

The Country-specific Heartbrand tags and logos have been carefully constructed. The heart symbol and the country identifier are designed to ensure maximum legibility and impact.

Only ever use the artwork supplied, never recreate or alter the country tags or logos in anyway.

Type fits within space Type fits within space Type fits within space

Y

Y

X1/6 X 1/6 X

Heart symbol

Country identifier

All tags and logos are available without the ® symbol.

Size relationship between tag and logo Spacing of country identifier from heart symbol

Heart symbol and identifier centred both vertically and horizontally

The horizontal logo arrangement has been designed for exceptional circumstances only – where space is limited, for example a pen.

The heart symbol and country identifier are both aligned centred through their horizontal axis.

Type fits within space Type fits within space Type fits within space

Y

Y

X1/6 X 1/6 X

Heart symbol

Country identifier

This system is devised to maintain a balanced relationship between the heart symbol and the logotype even when a country-specific identifier has many or few characters.

In the event of a new acquisition, please contact the Heartbrand brand team to discuss the creation of new Heartbrand tags and logos.

Artwork for reproduction at minimum size with a larger ®

The artwork is designed to be used when the Country-specific Heartbrand tag and logo need to be reproduced at sizes below 21mm. The ® symbol is enlarged to ensure legibility when small.

Horizontal Heartbrand logo arrangement

This horizontal arrangement should only be used in exceptional circumstances where space is limited.

For use at small sizes when the logo needs to fit a landscape format.

2.07

All tags and logos are available without the ® symbol.

BRAND IDENTITY Country-specific Heartbrand tags and logos

Short country-specific identifier 5 or less characters

Medium country-specific identifier 6-8 characters

Long country-specific identifier 9 or more characters

• The horizontal arrangement should only be used where space is limited.

Country-specific Heartbrand tags and logosThe size of the font is determined by the number of letters or characters contained within the country-specific identifier.

• Minimum size logo has a larger sized ®.

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Heartbrand Guidelines Version 1 Heartbrand Guidelines Version 1

Minimum sizeTo ensure legibility, the tags and logos should never appear smaller than the minimum sizes specified here.

Minimum size Country-specific tag and logo

The standard Country-specific tag and logo both have a set minimum size of 21mm in width. This measurement is measured from the width of the heart symbol, and not the width of the tag. When the logo is required to be reproduced at sizes below 21mm a minimum size tag and logo artwork file is available.

Corporate and Country-specific minimum size tag and logo

When the logo and tag are required to be reproduced at sizes below 21mm a minimum size tag and logo artwork is available. The minimum size tag and logo have a larger sized ® mark, increasing its legibility at smaller sizes. The minimum size for the minimum size tag and logo has been set at 13mm. This measurement is measured from the width of the heart symbol, and not the width of the tag.

The Country-specific horizontal arrangement for minimum size

This artwork is for use in exceptional circumstances only. It should only be used at small sizes when the logo needs to fit a landscape format.

The horizontal arrangement logo should never appear smaller than minimum size as shown here.

2.10BRAND IDENTITY Minimum size

All tags and logos are available without the ® symbol.

Not to be usedbelow 21mm

Not to be usedbelow 21mm

Not to be usedbelow 13mm

Not to be usedbelow 13mm

Not to be usedbelow 6mm

Not to be usedbelow 6mm

Not to be usedbelow 6mm

Not to be usedbelow 7mm

¼X

¼X

¼X X ¼X

¼X

¼X

¼X

Always align the tag to the top edge

Always align the tag to the top edge

X¼X

¼X

¼XX

¼X

¼X

¼X

¼X

¼XX

¼X

¼X

¼X ¼XX

• When there is more available space the clearance zone can be larger than the minimum.

Minimum clearance zone for the tag and logoTo retain the clarity and impact of the Corporate and Country-specific Heartbrand tags and logos the minimum clearance areas are shown here.

2.09

• The minimum clearance zone is ¼ of X where X is the width of the heart symbol.

BRAND IDENTITY Clearance zone

Corporate Heartbrand tag Country-specific Heartbrand tag Country-specific Heartbrand logo

Horizontal Heartbrand logo

Horizontal Heartbrand logo with registered mark

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Heartbrand Guidelines Version 1 Heartbrand Guidelines Version 1 2.12BRAND IDENTITY Positioning and alignment

8mm17mm

9mm18mm

12.5mm25mm

18mm36mm

A3297 x 420

A4210 x 297

A5148 x 210

A6105 x 148

A3, A4, A5, A6 formatsTo create consistency across all Heartbrand communications, the Corporate and Country-specific tags should be used in the following sizes for ‘A’ formats.

Ensure the measurements shown here are followed.

The preferred top right position

The preferred position of the tag is on the right side. Only when the right position is unavailable may the left side be used.

Positioning of Heartbrand tag on ‘A’ sizes

• Tags should be used in specified sizes for all ‘A’ formats.

The preferred top right position for the tagThe Heartbrand tags are always positioned on the top edge in the right corner. Where the top right position is unavailable the top left position may be used.

The Corporate Heartbrand tag is applied in the same way.

Adding bleed to the tag format.

3mm bleed should always be added to the top edge of the tag for print purposes. This can be done by creating a rectangle the exact width of the tag and placing in perfect alignment with the tag.

Y ½Y½Y

Y ½Y½Y

3mm atpage edge

Y ½Y

Positioning and alignment of Heartbrand tag

• Only when the top right position is unavailable can the tag be placed on the left.

• 3mm should always be added to the top edge of the tag for print.

2.11

Secondary position

BRAND IDENTITY Positioning and alignment

Preferred position

The logo should never appear on the bottom edge.

‘A’ sizes landscape format

Secondary position

‘A’ sizes portrait format

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Heartbrand Guidelines Version 1 Heartbrand Guidelines Version 1 2.14BRAND IDENTITY Positioning of Heartbrand tag on POS and visibility

Where there is limited height on one side X= 30% of Y

Y

X

Limitedheight

Y

50%50%

X

Centred both vertically and horizontally

X

Y

50%

50%

Standard formats X= 55% of Y

The same rules are applied to the landscape formats

The logo is centred within the red area when it is used in conjunction with the milk splash on point of sale and visibility applications only.

Milk splash occupies 50% of available space.

The following formulas are used to calculate the correct size of the logo.

Positioning of Heartbrand tag on POS and visibility uses only

2.13 BRAND IDENTITY Positioning of Heartbrand tag on ‘A’ sizes

A formula is provided to give a consistent and proportionate size and position for the tag on all applications that are not ‘A’ formats.

Positioning of Heartbrand tag on non-standard formats

Formula for non-standard formats

The width of the tag is 12% of the shortest side of any format.

Y ½Y

Z

Y= 12% of Z

The preferred position is half the width of the tag measured from the right edge.

Z = the shortest side of any format

Positioning formula for non-standard shapes.On formats that are not typical ‘A’ formats the tag should only ever appear at 12% of the shortest side.

Non-standard shapes

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Heartbrand Guidelines Version 1 Heartbrand Guidelines Version 1

Z

Z

Y

Y

On point of sale and visibility items the tag has to work harder to achieve standout. The size of the tag has been increased to achieve maximum impact but at the same time retain a consistent, and proportionate size and position.

Point of sale positioning formula

The tag size is calculated at 25% of the shortest side of the item.

On POS items the tag is larger to give increased visibility.

2.16

Formula for POS.

The width of the tag is 25% of the shortest side of any format.

BRAND IDENTITY Positioning of the Heartbrand tag on alternative formats

Point of sale and visibility

Y= 25% of Z

Z = the shortest side of any format

Y= 25% of Z

Z = the shortest side of any format

Z

Z

Y ½Y

Y ½Y

Y= 22% of Z

Y= 22% of Z

Z = the shortest side of any format

Z = the shortest side of any format

2.15 BRAND IDENTITY Positioning of the Heartbrand tag on alternative formats

Narrow landscape and portrait formats

• Formula for thin landscape or portrait formats.

The width of the tag is 22% of the shortest side of any format.

Z is the shortest side of any format.

For formats that fall into the narrow category, a simple formula has been formulated to calculate the size of the tag. The size of the tag should be equal to 22% of the shortest side of the format.

Working to this formula will retain a consistent, and proportionate size and position.

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Heartbrand Guidelines Version 1 Heartbrand Guidelines Version 1 2.18BRAND IDENTITY Tag key lines on red tonal photography

45mm or below standard keyline 46mm or above large format keyline

Standard key line Large format key line

• Standard key line.

The width of the key line is 1/4 of the width of Z.

• Large format key line.

The width of the key line is 5/100 of the width of Z.

Z

Measurement taken from this point (Z)

Width of X determines size of key line

X

Always measure from the specified section of the heart Z.

2.17 BRAND IDENTITY Tag key lines on red tonal photography

Tag key lines on red tonal photographyWhen the tag is placed on red tonal photographic backgrounds, a white keyline is added to provide stand out.

There are two weights of key line available, one for large formats and the other small formats. The width of the key line is determined by the width of the heart symbol X, and measured from point Z. When to apply the two key lines

Standard key line

When the width of the heart symbol X is 45mm or below the standard key line is applied. This is worked out at 1/4 of the width of Z.

Large format key line

When the width of the heart X is 46mm or above the key line for large formats is applied. This is worked out at 5/100 of the width of Z.

The key line should only be applied to the tag when the tag appears on red tonal photographic backgrounds

Width of X determines the width of the key line.

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Heartbrand Guidelines Version 1 Heartbrand Guidelines Version 1 2.20BRAND IDENTITY Backgrounds

White

Pantone 032 C C0 M91 Y87 K0

On dark photographic backgrounds

Care should be taken to place the tag on uncluttered areas within an image. Only the tag format should be used.

On pale photographic backgrounds

Care should be taken to place the tag on uncluttered areas within an image. Only the tag format should be used.

On red toned photographic backgrounds

The tag may appear on a red photographic backgrounds providing that a keyline is added. Only the tag format should be used. See page 2.13 for keyline specifications.

On pale black and white photographic backgrounds

Only where colour is unavailable may the tag appear on black and white images. Care should be taken to place the tag on uncluttered areas. Only the tag format should be used.

Black

Only where colour is unavailable may the tag and logo be placed on a black background.

Pantone 2905 C Pantone 370 C Pantone 7506 C Pantone 720 C

Key line

Solid colours from the colour palette

For individual breakdowns please refer to the colour section 4.00

Colours Pantone and CMYK

The preferred colour for the Heartbrand tag and logo is the corporate berry red, Pantone 032 C or C0 M91 Y87 K0.

Only where Pantone colours are unavailable may the tags and logos be reproduced from CMYK.

White

The white Heartbrand tag should only be used when the tag is needed to be placed on solid corporate berry red, Pantone 032 C or C0 M91 Y87 K0.

Black

Black is only ever used where colour is unavailable.

Pantone 032 C C0 M91 Y87 K0 White

Colours and backgrounds

2.19

Black

Tag

Backgrounds Care must be taken placing the tags and logos. Please refer to the colour options shown here for contrast and legibility against light and dark backgrounds.

The tag may appear against photographic backgrounds. Always position the tag on a neutral area of the image, where the background is calm and visibility is high.

• The one colour Pantone version of the tag and logo is preferred.

• The tag may appear on neutral areas of photographic images.

Pantone 032 C C0 M91 Y87 K0 White Black

BRAND IDENTITY Colours and backgrounds

Logo

Please ensure that Corporate and Country-specific Heartbrand tags and logos are not only visible, but legible against their backgrounds.

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Heartbrand Guidelines Version 1 Heartbrand Guidelines Version 1 2.22

1/3X

X1/3X

1/3X

1/3X

Y

Y

Co-branding as an equal partnerWhere the Heartbrand is an equal partner the logo must be used. The clearance zone in this case is determined by dividing the width of the heart symbol by 3.

The partner logos should be equal or proportionate in size to the Heartbrand logo.

• Where the partnership is equal, the clearance zone is determined by dividing the width of the heart symbol by 3.

The partner logos should be equal and proportionate in size to the Heartbrand logo.

1/3X

X1/3X

1/3X

1/3X

Y

Y

BRAND IDENTITY Co-branding as an equal partner

• The partner logos should be equal and proportionate in size to the Heartbrand tag.

2.21

Co-brandingWhen the Heartbrand appears with other partner brands it may be applied two ways; as the lead brand or as an equal brand with its partners.

1/3X

X1/3X

1/3X

1/3X

Y

Y

An indication is given here on how to treat other logos that may have different proportions.

Always refer to clearance zone specifications shown on page 2.09. Co-branding as the lead brandWhere the Heartbrand is the lead brand the tag may be used. It should be positioned according to the guidelines shown on page 2.11.

The partner logos should be equal and proportionate in size to the Heartbrand tag. They should be positioned on the bottom edge of the page observing their minimum clearance zones.

The tag should be positioned according to the guidelines on pages 2.09.

BRAND IDENTITY Co-branding as the lead brand < Contents >

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Ingredient HeartsOur Ingredient hearts are designed to deliver the Heartbrand positioning of ice cream as a wholesome pleasure food and to create awareness around our love for ingredients.

Love Milk

To give ice cream the delicious rich taste that only milk can give, we globally use the equivalent of 1 billion glasses of milk and milk-derived products each year.

Love Fruit

We combine fruit with ice cream to create a delicate balance of softness and sweetness in a light yet indulgent eating experience.

Love Chocolate

To give our chocolate products a rich and delicious taste we globally use the equivalent of 30,000 tons of chocolate each year.

Passionate about our products and love for our ingredients.

Fresh fruit is colourful, fragrant and luscious.

So good you can just lick them off the page!

2.23 Heartbrand Guidelines Version 1Ingredient hearts An overview Heartbrand Guidelines Version 1 Ingredient hearts An overview 2.24< Contents >

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Single Ingredient-specific Hearts

Single Ingredient-specific Heart

The single Ingredient Hearts deliver the Heartbrand positioning, ‘love of ingredients’ and philosophy of ice cream as a wholesome pleasure food. For more information please see p2.01 for logo architecture

Single horizontal Ingredient Hearts

In exceptional circumstances only where space is limited may the horizontal Ingredient Hearts be used e.g. on a pen.

• Only ever use the artwork supplied as shown in these guidelines.

Grouped Ingredient Hearts

The grouped Ingredient Hearts deliver our brand positioning ‘love of ingredients’ and philosophy of ice cream as a wholesome pleasure food.

Always use the artwork supplied for the grouped Ingredient Hearts.

A horizontal and a vertical grouping has been created to allow maximum flexibility.

Vertical grouped arrangement

Only ever use the secondary vertical arrangement where space is limited.

Grouped Ingredient Hearts

When grouped, the ingredient strapline should always follow this order Love Milk. Love Fruit. Love Chocolate.

Ingredient Hearts communicate the Heartbrand’s passion for specific ingredients.

2.25 Heartbrand Guidelines Version 1Ingredient hearts Single Ingredient-specific Hearts Heartbrand Guidelines Version 1 Ingredient hearts Grouped Ingredient Hearts 2.26< Contents >

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Vertical grouped arrangement

Only ever use the secondary vertical arrangement where space is limited.

Single straplineIn situations where space is limited and it is not possible to use the Ingredient Hearts, their straplines maybe used on their own. The straplines clearly communicate the Heartbrands passion and love for specific ingredients.

Grouped straplineIn situations where space is limited and it is not possible to use the grouped Ingredient Hearts, their straplines maybe be used on their own. The grouped strapline carries the combined ingredients message and communicates the Heartbrand’s love of ingredients.

Love Milk. Love Fruit. Love Chocolate.

Love Milk. Love Fruit. Love Chocolate.

Love Milk. Love Fruit. Love Chocolate.

Love Milk. Love Fruit. Love Chocolate.

Love Milk. Love Fruit. Love Chocolate.

Love Milk. Love Fruit. Love Chocolate.

Love Milk. Love Fruit. Love Chocolate.

Straplines

Grouped strapline limited spaceIn situations where space is limited and it is not possible to use the grouped strapline, the stacked version of the strapline maybe used.

When grouped, the ingredient strapline should always follow this order Love Milk. Love Fruit. Love Chocolate.

Where space is limited the straplines maybe used.

Single colour Ingredient HeartsOnly in exceptional circumstances where four colour is unavailable should the single colour versions be used.

Single colour single Ingredient-specific Hearts

The single colour single Ingredient Hearts deliver the Heartbrand positioning, ‘love of ingredients’ and philosophy of ice cream as a wholesome pleasure food.

Single colour grouped Ingredient Hearts

The single colour Ingredient Hearts deliver our brand positioning ‘love of ingredients’ and philosophy of ice cream as a wholesome pleasure food.

• Permission for their use should be sought from the Heartbrand brand team.

2.27 Heartbrand Guidelines Version 1Ingredient hearts Straplines Heartbrand Guidelines Version 1 Ingredient hearts Single colour Ingredient Hearts 2.28< Contents >

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X

X

1/3 X

1/3 X

1/3 X

Ingredient Heart constructionThe relationship, size, proportion and placement of the straplines have been carefully considered for reproduction at all sizes.

The size of the strapline is determined by the width of the Ingredient Heart X. Y is equal to 12/100 of this measurement. The Y measurement determines the X-height of the strapline, and distance at which it sits from the Ingredient Heart.

Construction

Vertically grouped ingredient hearts

The space between the three Ingredient Hearts has been set at 1/3 of the width of the Ingredient Heart X.

Y

Y

X

Y

• Only ever use the artwork supplied for the Ingredient Hearts.

• Artwork is supplied for single hearts and grouped hearts.

X is equal to the width of the Ingredient Heart.

Grouped Ingredient Hearts construction

The space between the three Ingredient Hearts is carefully defined and should not be altered. This distance has been set at 1/3 of the width of the Ingredient Heart X. The full stop is used to separate each Ingredient Heart.

Y is equal to 12/100 of X.

Ingredient Heart.

Strapline.

This distance has been set at 1/3 of the width of the

Ingredient Heart X.

2.29 Heartbrand Guidelines Version 1Ingredient hearts Construction Heartbrand Guidelines Version 1 Ingredient hearts Construction 2.30< Contents >

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¼X

Y

Y

Y

Y Y

X¼X ¼X

¼X

Horizontal arrangement

Horizontal arrangement and straplines

The same rules apply to the horizontal arrangement and the strapline in all it’s forms.

X¼X

¼X

¼X

¼X

X¼X ¼X

¼X

¼X

¼X ¼X

¼X

X¼X ¼X

¼X

X¼X ¼X

The clearance zone can be calculated by measuring the width of the Heartbrand and dividing it by 4. This applies in all cases.

Grouped Ingredient Hearts

The clearance zoneThe clearance zone is designed to protect and ensure the maximum visibility of the Ingredient Hearts.

Strapline

Single Ingredient Hearts

The clearance zone is calculated by measuring the width of the heart symbol and dividing by 4.

Minimum sizeIt is important that the ingredients that make up the hearts are clearly identifiable whenever they are shown. The minimum size has been carefully chosen to ensure they retain their realistic quality.

At minimum size the ingredient heart symbol measures 18mm. It may not be reproduced below this size.

18mm

18mm

1.9mm

1.9mm

1.9mm

1.9mm

1.9mm

1.9mm

18mm

2.31 Heartbrand Guidelines Version 1Ingredient hearts The clearance zone Heartbrand Guidelines Version 1 Ingredient hearts Clearance zone and Minimum size 2.32< Contents >

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250/100 of X

Secondaryposition

250/100 of X

X

250/100 of X

X

250/100 of X

X

Centred

Centred

Size, positioning and alignment

At first point of contact the Ingredient Hearts are always endorsed by Corporate or Country-specific Heart tags.

Communication and POS

When appearing with the tag on communications, the Ingredient Heart should be two and a half times the size of the heart symbol in the tag.

Preferred position

The preferred right position for the Ingredient Heart is always aligned with the tag on the right hand side. If the right hand area is not available then the tag and Ingredient Heart may be positioned on the left.

For more information on packaging see the Da Vinci guidelines.

Logo hierarchyThe visual hierarchy is designed to reinforce the endorsement role of the tags and to ensure the primary focal point is the Ingredient Hearts.

• All Ingredient Hearts are centred within the available space when they appear without the tag.

Grouped Ingredient HeartsBoth the vertical and horizontal grouped hearts are centred when used.

Single heartWhen the Ingredient Heart appears by itself it should be centred and sized with minimum clearance.

Positioning the Ingredient Hearts

Horizontally grouped Ingredient Hearts.

Single Ingredient Hearts.

2.33 Heartbrand Guidelines Version 1Ingredient hearts Logo hierarchy Heartbrand Guidelines Version 1 Ingredient hearts Positioning without the tag 2.34< Contents >

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Horizontally grouped Ingredient-specific Hearts on solid colour

Grouped Ingredient Hearts always appear on Pantone 720 C. For individual CMYK breakdowns please refer to the colour section 4.00.

Single Ingredient-specific Hearts on white

All ingredient hearts are photographic and print as four colour. For individual CMYK breakdowns please refer to the colour section 4.00.

ColoursThe Ingredient Hearts should always be reproduced in four colours

Strapline colour Pantone TBC

Strapline colour Pantone 138 C

Strapline colour Pantone 4695 C

Single Ingredient-specific Hearts on solid colour

Strapline colours remain the same as above, apart from Love Milk which turns to white on its solid colour background. For individual CMYK breakdowns please refer to the colour section 4.00.

Background colour Pantone 2905 C

Background colour Pantone 370 C

Background colour Pantone 7506 C

Background colour Pantone 720 C

Single colour Ingredient-specific Hearts

Only in exceptional circumstances where four colour is unavailable should the single colour versions be used. Permission for this should be sought from the Heartbrand brand team. For individual CMYK breakdowns please refer to the colour section 4.00.

Greyscale Pantone 138 C Pantone 4695 C

Single Ingredient-specific Hearts on solid colour

Strapline colours remain the same as above, apart from Love Milk which turns to white on its solid colour background. For individual CMYK breakdowns please refer to the colour section 4.00.

Pantone TBC

Pantone 138 C

Pantone 4695 C

Pantone 032 C

Black

White

2.35 Heartbrand Guidelines Version 1Ingredient hearts Colours Heartbrand Guidelines Version 1 Ingredient hearts Colours 2.36< Contents >

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Please ensure that Ingredient Hearts are visible, and legible against their backgrounds

PhotographyPhotography can carry the ingredient message – providing that it is visible and legible. The following criteria should be followed:

Ingredient specific hearts should match ingredient specific photography

There are 3 types of photography which can hold an ingredient-specific heart:

a) people with product

b) ingredients/ crafting

c) product

Chocolate heart placed with appropriate product shot

Milk heart placed with appropriate ingredients/crafting shot

Fruit heart placed with appropriate people with product shot

LegibilityCare must be taken placing the Ingredient Hearts. Please refer to the colour options shown here for contrast and legibility against light and dark backgrounds.

The Ingredient Hearts may appear against photographic backgrounds. Always position the tag on a neutral area of the image, where the background is calm and visibility is high.

Do not place the milk heart on very pale backgrounds

Do not place the fruit heart on orange backgrounds

Do not place the chocolate heart on dark backgrounds

2.37 Ingredient hearts Ingredient Hearts on photographic backgrounds < Contents >

Page 26: Wall ice cream guidelines

PhotographyOur photographic style is natural and reportage in feel – it captures moments of everyday pleasure. Editorial style imagery features the passionate preparation of ingredients and ice cream. This helps deliver our Heartbrand positioning and expression of ice cream as a wholesome pleasure food.

3.00 Heartbrand Guidelines Version 1 < Contents >< Contents >

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Heartbrand Guidelines Interim Typography Headline font 0.12

Our photography styleOur natural and reportage style of photography captures the honesty of everyday moments. People appear candid and at ease, naturally unaware of the camera. The sharpness and brightness of our images reveal the authenticity of our ingredients milk, fruit and chocolate.

Models

Models should be sourced from a mixed spectrum of ages and cultures. They should feel fresh faced, not overly made-up and appear natural and everyday. Clothing should be natural colours, not overly bright or primary in colour. Activities should be fun, a sense of vitality and engaging with one another and not contrived or unrealistic. When casting models in groups identify natural chemistry before making your final selection.

Re-touching

We refrain from excessive retouching to preserve the natural feel of our photography.

People with productLifestyle photography of healthy, active people enjoying our products.

Lifestyle (people without product)Lifestyle photography of healthy, active people enjoying life.

Ingredients & craftingShots of milk, fruit and chocolate illustrating our love of natural ingredients.

Photography Categories

We have separated our photography into three sections to make it easier to choose the right image.

Top Tier

Preferred images that encapsulate the brand and create maximum impact. These help create consistency across all markets. There are 40 images in this category. The top tier is recommended for first point of engagement with the brand.

Second Tier

These are chosen to support the top tier imagery and provide alternative options. These are designed for use on the second point of engagement with the brand e.g. inside brochures, back of pack etc.

Heartbrand Guidelines Version 1 Photography An overview 3.02

Top Tier.

• Recommended for first point of contact with the brand.

• Maximum brand impact.

Second Tier.

• Supports top tier.

• Creates variety on second point of contact with the brand.

3.01 Heartbrand Guidelines Version 1Photography An overview

Usage rights

• The images are limited to below the line Heartbrand communications only which can be used globally without limit of time.

Colour

Colour expresses vitality in our photography. Images should never appear too dark or lacking in areas of brightness. Where possible always try to avoid the use of black and white photography.

Focus and depth of field

We create a reportage feel using focus and depth of field. The main subject of our images appear sharp, using soft focus in other areas.

Location

Where possible we recommend that photography is shot on location and not in a studio to ensure it appears natural. Outdoor locations should be selected to create a simple, uncrowded backdrop for the models. Photography should never appear over styled, and should include natural colours and fabrics.

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3.03 Heartbrand Guidelines Version 1Photography Lifestyle (people without product) Heartbrand Guidelines Version 1 Photography Lifestyle (people without product) 3.04

Second Tier CF002527.tif

Top Tier CF002755.tif

Top Tier CF005617. tif

Top Tier CF002501.tif

Second Tier CF004778.tif

Second Tier CF004444.tif

Second Tier CF005637.tif

Second Tier CF003346.tif

Second Tier CF003427.tif

Second Tier CF005646.tif

Second Tier CF004363.tif

Second Tier CF005630.tif

Second Tier CF004958.tif

Second Tier CF004014.tif

Second Tier CF004939. tif

Second Tier CF004758.tif

Second Tier CF004760.tif

Second Tier CF004795.tif

Second Tier _MG_9672.tif

Second Tier CF003336.tif

Second Tier CF002505.tif

Second Tier CF002490.tif

Second Tier CF004240.tif

Second Tier CF006093.tif

Second Tier CF006060.tifSecond Tier _MG_0532.tif

Second Tier CF004580.tif

Second Tier _MG_9920.tif

Lifestyle (people without product)Lifestyle photography helps our audience engage with the brand experience. It helps us to express vitality by showing healthy active people. It is about how the product makes you feel or has subtle cues that reflect our brand position e.g. natural, wholesome qualities that suggest real enjoyment in natural situations.

Second Tier _MG_0367.tif

Second Tier CF002590.tif

Second Tier CF004690.tif

Usage rightsThe images are limited to below the line Heartbrand communications only, which can be used globally without limit of time.

Top Tier CF002476.tif

These images should be used at first point of contact with the brand.

These images support the top tier and create variety at the second point of contact

Top Tier.

• Recommended for first point of contact with the brand.

• Maximum brand impact.

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These images should be used at first point of contact with the brand.

3.05 Heartbrand Guidelines Version 1Photography People with product Heartbrand Guidelines Version 1 Photography People with product 3.06

Top Tier _MG_0789.tif

Top Tier CF004917.tif

Top Tier CF003728 CROPPED.tif

Top Tier CF004243. tif

Top Tier CF005744. tif

Top Tier CF005749.tif

Second Tier CF004337.tif

Second Tier CF003728.tif

Second Tier CF006103.tif

Second Tier CF006050.tif

Second Tier CF004898.tifSecond Tier

CF004919.tif

Second Tier CF005333.tif

Second Tier CF004234.tif

Top Tier _MG_0839. tif

Second Tier _MG_0716.tif

Second Tier_MG_0804.tif

People with productWhen people are featured with products the camera is observing small moments of everyday pleasure.

People appear at ease and comfortable experiencing a sense of pure ‘foodie’ enjoyment.

Second Tier _MG_0747.tif

Second Tier CF004447.tif

Second Tier CF005736.tif

Second Tier _MG_0763.tif

Second Tier _MG_0698.tif

Top Tier CF004013. tif

Second Tier CF004663.tif

Usage rightsThe images are limited to below the line Heartbrand communications only, which can be used globally without limit of time.

Top Tier.

• Recommended for first point of contact with the brand.

• Maximum brand impact.

Top Tier CF004832.tif

Top Tier _MG_9804.tif

These images support the top tier and create variety at the second point of contact

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Second Tier _IMG_0126.tif

Second Tier CF006639.tif

Top Tier CF006297.tif

Second Tier CF006656.tif

Second Tier CF006559.tif

Second Tier CF006614.tif

Second Tier CF006621.tif

Second Tier CF006612.tif

Second Tier CF006696.tif

Second Tier CF006576.tif

Second Tier CF005273.tif

Top Tier CF006652.tif

Top Tier CF006727.tif

Second Tier CF006130.tif

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Second Tier CF006295. tif

Second Tier CF006312.tif

Second Tier CF006521.tif

Second Tier CF006515.tif

Second Tier CF006782. tif

Second Tier CF006755.tif

Top Tier CF006181.tif Second Tier CF006183.tif

Top Tier CF006375.tif

Ingredients and craftingOur ingredient photography expresses our passion for ingredients.

Full of freshness, vitality and flavour, our ingredients always appear ‘just picked’ or ‘fresh from the market’, never over styled or contrived.

‘Crafting’ images capture the pride and craftsmanship of food preparation.

3.07 Heartbrand Guidelines Version 1Photography Ingredients and crafting Heartbrand Guidelines Version 1 Photography Ingredients and crafting 3.08

Top Tier _IMG_0126 cropped.tif

Second Tier CF006587.tif

Second Tier CF006681.tif

Usage rightsThe images are limited to below the line Heartbrand communications only, which can be used globally without limit of time.

These images support the top tier and create variety at the second point of contact

These images should be used at first point of contact with the brand.

Top Tier.

• Recommended for first point of contact with the brand.

• Maximum brand impact.

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4.00 Heartbrand Guidelines Version 1

ColourOur passion for ingredients is expressed in our use of colour. We speak the language of natural, wholesome colours – inspired by fresh fruit, milk and chocolate. Berry red and milk white, our primary colours create recognition for our brand. Some colours, such as chocolate are ingredient-specific and designed to help deliver our brand proposition of ‘love for ingredients’. Colours like sky blue are derived directly from nature.

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PrimaryGrass green

PrimarySky blue

PrimaryMilk

SecondaryCloud blue

SecondaryCream

SecondaryPeach

PrimaryWafer

PrimaryAlmond

Natural, wholesome colours

PrimaryCorporate berry red

PrimaryChocolate brown

PrimaryMelon

SecondaryCherry

SecondaryGrape

SecondaryCaramel

SecondaryCoffee

Heartbrand Guidelines Version 1 Colour An overview 4.024.01 Heartbrand Guidelines Version 1Colour An overview < Contents >

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Primary colours

We use these stronger highlight colours to obtain greater contrast against our secondary colour palette. We only ever use them in small quantities where greater stand out is required.

lime

lemon

orchard green

dark blueberry

Our secondary colour palette is designed to support the primary palette and help us own the natural and wholesome colour territory. The colours were derived from the food world and influenced by milk, fruit and chocolate. The main role of the secondary colour palette is to create variety inside applications e.g. brochures, PowerPoint presentations, annual reports etc.

use of red

identification (high recognition POS visibility items, signage)

communication

Secondary colours

• Primary colours are used at first point of contact.

• Red is used to get brand recognition.

• Highlight colours are used for keylines, headlines and graphs only.

• Secondary colours are used at second point of contact.

• Creates variety inside brochures and documents.

Our primary colour palette, designed to support our corporate berry red helps us to communicate our love of ingredients. The corporate berry red plays a supporting role when used in conjunction with the primary colour palette.

Corporate berry red Pantone 032c should always be used on communications that provide the point of first contact with the Heartbrand e.g. POS shop signage, front covers etc.

WhiteWhite is important in keeping our brand fresh and makes our other colours look even more delicious.

Highlight colours

4.03 Heartbrand Guidelines Version 1Colour Primary colours Heartbrand Guidelines Version 1 Colour Secondary colours 4.04

PMS® 574 C

C58 M22 Y98 K79R67 G81 B37

PMS® 2955 C

C100 M60 Y10 K53R0 G60 B105

PMS® 382 CC34 M0 Y100 K0R190 G214 B0

PMS® 7404 CC0 M9 Y86 K0R243 G211 B17

PMS® 157 CC0 M45 Y71 K0

R233 G153 B74

peach

PMS® 9060 CC4 M4 Y8 K0R242 G239 B230

cream

PMS® 9400 CC14 M5 Y5 K0

R216 G226 B231

cloud blue

PMS® 471 CC5 M76 Y100 K23R178 G84 B26

caramel

PMS® 209 CC21 M97 Y35 K61R110 G39 B61

grape

PMS® 202 C

C10 M100 Y61 K50

R130 G36 B51

cherry

PMS® 4645 C

C11 M51 Y63 K31

R174 G125 B91

coffeeWHITE

milk

PMS® 370 cC66 M1 Y100 K25R91 G143 B34

grass green

PMS® 2905 cC45 M1 Y0 K0R143 G202 B231

sky blue

PMS® 4695 cC24 M85 Y100 K81R82 G45 B36

chocolate

PMS® 7506 cC0 M7 Y23 K1R236 G222 B187

almond

PMS® 720 cC0 M25 Y35 K2R233 G191 B155

wafer

PMS® 032 CC0 M87 Y60 K0

R237 G41 B57

corporate berry red

PMS® 138 cC0 M56 Y100 K0R223 G122 B0

melon

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Page 34: Wall ice cream guidelines

A good honest scoop

of daily pleasure

Corporate berry red used for the Brand book

PINGUINO

Corporate berry red used on bowed head to gain high recognition

freezer cabinet

Examples of corporate berry red use

4.05 Heartbrand Guidelines Version 1Colour Examples of Corporate Berry Red use Heartbrand Guidelines Version 1 Colour Examples of Corporate Berry Red use 4.06

vehicle livery

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Examples of primary colour use

4.07 Heartbrand Guidelines Version 1Colour Examples of primary colour use Heartbrand Guidelines Version 1 Colour Examples of primary colour use 4.08

place holder image only place holder image only

A-boards

PowerPoint pages

napkins

fruit stickers

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Examples of secondary colour useBrochure pages.

highlight colour used on body copy

Heartbrand Guidelines Version 1 Colour Examples of secondary colour use 4.104.09 Heartbrand Guidelines Version 1Colour Examples of secondary colour use

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Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Sub headline here lorem ipsum dolore lorem tempus.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies maoris lorem the dolore.

Suspendisse pede massa seglette, tempus tristique, consectetuer eu, adipiscing eget on nisi. Donec purus purus, commodo et, iaculis a, fermentum facilisis at nisl them. Proin luctus dapibus quam dore consectetuer vehicula.

Main headline lorem ipsum dolore ipsum adipsucing a tempus massa pede of dapilas poneter sit.

Lorem ipsum dolor sit amet lorem, consetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem eu, adipiscing eget on dapibus quam dore consectetuer vehicula.

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Sub headline here lorem ipsum dolore tempus.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem th e dolore.

Suspendisse pede massa seglette, tempus tristique, consectetuer eu, adipiscing eget on nisi. Donec purus purus, commodo et, iaculis a, fermentum facilisis at nisl them. Proin luctus dapibus quam dore consectetuer vehicula.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Suspendisse pede massa seglette, tempus tristique, consectetuer eu, adipiscing eget on nisi. Donec purus purus, commodo et, iaculis a, fermentum facilisis at nisl them. Proin luctus dapibus quam dore consectetuer vehicula.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Ipsum dolore tempus.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Suspendisse pede massa seglette, tempus tristique, consectetuer eu, adipiscing eget on nisi. Donec purus purus, commodo et, iaculis a, fermentum facilisis at nisl them. Proin luctus dapibus quam dore consectetuer vehicula.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Suspendisse pede massa seglette, tempus tristique, consectetuer eu, adipiscing eget on nisi. Donec purus purus, commodo et, iaculis a, fermentum facilisis at nisl them. Proin luctus dapibus quam dore consectetuer vehicula.

Sub headline here lorem ipsum dolore lorem tempus.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Sub headline here lorem ipsum dolore lorem tempus.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies maoris lorem the dolore.

Suspendisse pede massa seglette, tempus tristique, consectetuer eu, adipiscing eget on nisi. Donec purus purus, commodo et, iaculis a, fermentum facilisis at nisl them. Proin luctus dapibus quam dore consectetuer vehicula.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Suspendisse pede massa seglette, tempus tristique, consectetuer eu, adipiscing eget on nisi. Donec purus purus, commodo et, iaculis a, fermentum facilisis at nisl them. Proin luctus dapibus quam dore consectetuer vehicula.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Suspendisse pede massa seglette, tempus tristique, consectetuer eu, adipiscing eget on nisi. Donec purus purus, commodo et, iaculis a, fermentum facilisis at nisl them. Proin luctus dapibus quam dore consectetuer vehicula.

Sub headline here lorem ipsum dolore lorem tempus.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Suspendisse pede massa seglette, tempus tristique, consectetuer eu, adipiscing eget on nisi. Donec purus purus, commodo et, iaculis a, fermentum facilisis at nisl them. Proin luctus dapibus quam dore consectetuer vehicula.

Main headline lorem ipsum dolore ipsum adipsucing a tempus massa pede of dapilas poneter sit.

Sub headline here lorem ipsum dolore lorem tempus.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Suspendisse pede massa seglette, tempus tristique, consectetuer eu, adipiscing eget on nisi. Donec purus purus, commodo et, iaculis a, fermentum facilisis at nisl them. Proin luctus dapibus quam dore consectetuer vehicula.

Sub headline here lorem ipsum dolore lorem tempus.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Suspendisse pede massa seglette, tempus tristique, consectetuer eu, adipiscing eget on nisi. Donec purus purus, commodo et, iaculis a, fermentum facilisis at nisl them. Proin luctus dapibus quam dore consectetuer vehicula.

Sub headline here lorem ipsum dolore lorem tempus.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Sub headline here lorem ipsum dolore lorem tempus.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Suspendisse pede massa seglette, tempus tristique, consectetuer eu, adipiscing eget on nisi. Donec purus purus, commodo et, iaculis a, fermentum facilisis at nisl them. Proin luctus dapibus quam dore consectetuer vehicula.

Sub headline here lorem ipsum dolore lorem tempus.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Sub headline here lorem ipsum dolore lorem tempus.

Suspendisse pede massa seglette, tempus tristique, consectetuer eu, adipiscing eget on nisi. Donec purus purus, commodo et, iaculis a, fermentum facilisis at nisl them. Proin luctus dapibus quam dore consectetuer vehicula.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Sub headline here lorem ipsum dolore lorem tempus.

Sub headline here.

Lorem ipsum dolor sit amet lorem, consectetuer adipis elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies.

Lorem ipsum dolor sit ameuti lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicit quis, for convallis eu, posuere in, libero. Ut aliquam ultricies maoris lorem the dolore.

Sub headline here lorem ipsum dolore lorem tempus.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Suspendisse pede massa seglette, tempus tristique, consectetuer eu, adipiscing eget on nisi. Donec purus purus, commodo et, iaculis a, fermentum facilisis at nisl them. Proin luctus dapibus quam dore consectetuer vehicula.

Sub headline here lorem ipsum dolore lorem tempus.

Lorem ipsum dolor sit amet lorem, consectetuer adipiscing elit. Donec egestas justo vitae nulla. Sed nunc dolor, sollicitudin quis, for convallis eu, posuere in, libero. Ut aliquam ultricies mauris lorem the dolore.

Examples of secondary colour use

highlight colours used for headline to give maximum stand out

highlight colours used on graph

4.11 Heartbrand Guidelines Version 1Colour Examples of secondary colour use Heartbrand Guidelines Version 1 Colour Examples of secondary colour use 4.12

Lorem ipsum dolor sit amet lorem, consecte tuer adipiscing elit.

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TypographyAll headings are set in Clarendon Bold with subtitles in Clarendon Light. ‘De-industrialised’ Clarendon is used for special feature headlines. Lola Light is used for all body copy with Medium being used for highlights and subtitles within the text. Occasionally we use handwriting to inject energy and add a personal touch to the brand. Verdana is used for screen.

5.00 Heartbrand Guidelines Version 1 < Contents >< Contents >

Page 39: Wall ice cream guidelines

FS Lola LightFS Lola Bold

Verdana

Secondary Font

Lola is used for all body copy

Handwriting

The role of handwriting is to add a personal touch and informal tone to our brand. It is not a primary font so we only use it occasionally on key words, short sentences or annotations.

body copy headings and highlights

Body copy

Screen FontVerdana is used for web applications when Clarendon and Lola aren’t available

All screen applications

JournalWe only use Journal when it is not practical to use real handwriting.

Heartbrand Guidelines Version 1 Typography An overview 5.02

Clarendon BoldClarendon Light

Feature Font

De-industrialised Clarendon is used for special feature headlines like front covers.

SubtitlesHeadlines

Headline Font

Clarendon is our primary typeface and is used for all headlines and brand positioning statements

Front covers

5.01 Heartbrand Guidelines Version 1Typography An overview < Contents >

Page 40: Wall ice cream guidelines

Clarendon™

Foundry: Adobe Systems

Available to purchase from www.adobe.com/type

Clarendon Boldabcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#£$%ˆ&*()?

Clarendon LightabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#£$%ˆ&*()?

Heartbrand Guidelines Version 1 Typography Primary font 5.04

• Use Clarendon for headlines, subtitles & brand positioning statements.

• Never use Clarendon for body copy.

• Always use upper & lowercase.

• Only use De-industrialised Clarendon for special. feature headlines

Primary fontWe use Clarendon as a headline font. Headlines are only ever upper and lowercase. Main headlines appear range left or staggered. Line spacing and letter spacing is natural. Headlines within body copy are always aligned left.

Clarendon

The distinctive slab serifs of Clarendon help create strength and give personality to our brand. We only ever use three versions: Bold, Light & De-industrialised.

Bold

Clarendon Bold is used for all main headlines and all brand-positioning statements e.g. ‘Love Milk, Love Fruit, Love Chocolate’. It should never be used as body copy.

Light

Clarendon Light is used for subtitles, introductions and for ‘Pledge’ Statements De-industrialised Clarendon

We only use De-industrialised Clarendon for special feature headlines e.g. front covers, divider pages, exhibition graphics etc. We created this version of Clarendon to appear ‘handmade’ and de-industrialised which helps to deliver our brand proposition. Only ever use the artwork supplied to achieve the effect shown here, never recreate, redraw or alter the artwork supplied in any way.

5.03 Heartbrand Guidelines Version 1Typography Primary font

1.

Type out special feature headline in Clarendon Bold

2.

Turn on filter from supplied artwork to create the ‘De-industrialised’ effect.

How to create De-industrialised Clarendon

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• Only use Lola for body copy.

• All body copy should be aligned left.

• Never use all caps.

VerdanaOur screen font when Clarendon and Lola are unavailable is Verdana. It is always aligned left and the line spacing and letter spacing is natural. Body copy only ever appears in upper and lower case, never all caps. We use para spaces to separate paragraphs and not first line indents.

Verdana is a san serif font designed specifically for the screen. The generous amount of space between each character, as well as the amount of white space within the characters give it excellent legibility on screen. We use two weights.

Regular

Regular is our preferred weight for all body copy.

Bold

Bold is used for headlines or highlighting words within the copy.

Lola FS Lola is a contemporary semi serif font with subtle slabs that complement Clarendon, displaying great legibility at smaller sizes. We use 2 weights: Light and Medium.

Light

Light is our preferred weight for body copy.

Medium

Medium is used for highlighting words or sub titles within the copy.

FS Lola Mediumabcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#£$%ˆ&*()?

FS Lola Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#£$%ˆ&*()?

Verdana Regularabcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#£$%ˆ&*()?

Verdana Boldabcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#£$%ˆ&*()?

Heartbrand Guidelines Version 1 Typography Secondary and screen font 5.06

Secondary fontWe use Lola for all body copy. It is always aligned left and the line spacing and letter spacing is natural. Body copy only ever appears in upper and lower case, never all caps. We use para spaces to separate paragraphs and not first line indents.

5.05 Heartbrand Guidelines Version 1Typography Secondary and screen font

• Only use these two weights of Lola.

FS Lola

Foundry: Fontsmith

Available to purchase from www.fontsmith.com

Screen font In-house correspondents

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Heartbrand Guidelines Version 1 Typography Real handwriting 5.08

Real handwritingLike real people, real handwriting comes in all shapes and sizes. We use real handwriting, originally crafted to add a personal touch and informal tone to our brand. It should still retain legibility and clarity.

Handwriting provides a great opportunity to introduce humour and engage directly with our audience and create a dialogue with them. As a secondary font – it should be used sparingly for key words, short sentences or annotations.

In exceptional circumstances only, where it is not practical to use real handwriting a handwriting font is available for use e.g. multiple languages or on back of packs. Handwriting fonts do not have the same honesty and integrity as real handwriting.

Journalabcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#£$%ˆ&*()?

5.07 Heartbrand Guidelines Version 1Typography Real handwriting

• Occasional use.

• Not for body copy.

• Use on key words or short sentences.

• Should always be legible.

• Journal should only be used in exceptional circumstances.

• Enjoy creating your own real handwriting.

Creating handwriting To help turn your handwriting into vectors, follow these simple steps, 1 Open or place your scanned handwriting into a new Illustrator page. 2 With the drawing selected do the following:

– Select Object in the Menu bar, and select Live Trace, then Tracing Options.

3 Set Tracing Options 4 Then click Trace 5 With the handwriting still selected, select Expand in the Control Panel 6 Your handwriting will now be a vector line artwork.Journal

Available from www.dafont.com

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Heartbrand Guidelines Version 1 Typography Typography example 5.105.09 Heartbrand Guidelines Version 1Typography Typography examples

Splash with nutritional claim in Clarendon

Pledge

Spread with handwriting

How Clarendon and Lola are used together

De-industrialised Clarendon on front cover

Typography examples

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Tone of voicePassion. Honesty. Intimacy.Naturalness. These are the mainingredients of our brand and thekey components of our writingstyle. It’s important to keep themin mind whenever you’re craftingany kind of written material,including advertising copy,text for promotional literatureand merchandise, pages for thewebsite or whatever.

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General registerThis register is warm, natural and friendly. We use it when we want to help create a personal relationship with the customer and build trust.

When you’re aiming for naturalness, you need to consider whether your words sound as if they’re coming from a real human being. Does it feel like a dialogue from one person to another? Are you using the kind of language you’d be happy to read aloud? If so, your language will convey a sense of ease and humanism that will appeal to your readers.

For example:

“We want to create a healthy balance. We know that pleasure is good for you and that people need little moments of it in their lives. That’s where we come in.”

Foodie registerWhen you’re describing the qualities of our products and the enjoyment they bring, your language can be richer, more playful and more appealing to the senses.

This register communicates our passion for the ingredients we use, the ice-cream we produce and the pleasures we bring to everyday life. It expresses that we are enthusiastic, curious and we know how to enjoy life. At the same time, we’re not too wordy and over-the-top. We need to keep things clear, direct and simple.

• warm.

• natural.

• friendly.

• rich.

• playful.

• appealing.

Tone of voice isn’t just a matter of writing style. It’s about using words to convey a sense of who we are as a brand, at every opportunity.

Of course, we use the written word in a variety of contexts, from describing our passion and enthusiasm for what we do to explaining nutritional information. Using the same tone for each isn’t appropriate, which is why we have three different registers that allow us to retain the core ingredients of our tone of voice over a broad range of applications.

6.01 Heartbrand Guidelines Version 1Tone of voice General register Heartbrand Guidelines Version 1 Tone of voice Foodie register 6.02< Contents >

Page 46: Wall ice cream guidelines

Responsible registerUse this register when preparing nutritional information, facts and figures or if you need to convey a health-conscious or nutritionally-aware message.

Its honest, professional tone will suggest a level of knowledge and expertise that will help to build the integrity of our brand.

“Every Milk Time Mini Milk contains as much calcium as a 100ml glass of milk. We recommend that you include Mini Milk in a healthy balanced diet.”

For best results, every piece of communication you create should reflect at least one of the four key ingredients – passion, honesty, intimacy and naturalness. They should provide a measure to check your writing against.

The four key ingredients – passion, honesty, intimacy and naturalness.

• honest.

• professional.

Is it clear?Will it appeal to the audience?Is it well written? Have you looked at it with fresh eyes?Does it encourage action?

Remember, it’s always worth thinking about the right words to use. They will have a big influence on whether people like us, remember us and ultimately, whether they buy from us.

Lastly...Whatever, you’re writing, it’s important to ask yourself:

6.03 Heartbrand Guidelines Version 1Tone of voice Responsible register Tone of voice Lastly 6.04Heartbrand Guidelines Version 1< Contents >

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Ingredient splashesOur ingredient splashes are powerful graphic devices, designed to hold important information such as nutritional claims, pull-out key quotes, introductory statements and key words. Their role is to communicate, not decorate.

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Ingredient splashesOur ingredient splashes are ingredient specific. On applications where we communicate specific ingredients contained within a product for example packaging, we should always ensure that the appropriate ingredient splash is used.

A range of ingredient splashes has been developed, each one individual and unique in shape and look. This has been done to ensure that the splashes appear as natural and realistic as possible. Splash energy levelsOur ingredient splashes are executed in 3 energy levels – high energy, a mid energy, and a low energy splash.

• High energy level.

• Mid energy level.

• Dynamic high energy splash is suitable for children.

• Subtle mid energy splash is suitable for adults.

• One splash per communication.

7.01 Heartbrand Guidelines Version 1Ingredient splashes An overview Heartbrand Guidelines Version 1 Ingredient splashes Splash energy levels 7.02

Splash levels• High and mid-energy splashes more suitable for, European and Latin American market.• Low energy splash more suitable for Asian market.

• Mid energy level.• Low energy level.

High energy ingredient splashes The design and shape of the high energy splash is more dynamic (with additional droplets surrounding it). Suitable for applications and products for children.

Mid and low energy ingredient splashes The design and shape of the mid and low energy splashes is subtler and is more suitably aimed at an adult audience.

The splashes are specific to the ingredient found within the product on which they are placed. For example our orange fruit splash is used on our Solero Exotic packaging, likewise our red fruit splash is used on our Solero Red Fruits packaging.

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3 | Presentation title | Date

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Splashes usage on packagingOn packaging the primary role of the ingredient splash is to contain and hold nutritional information and GDA’s. It also communicates the product variant and main product ingredient.

The splash brings visual impact and awareness on pack to emphasis the nutritional claim and GDA’s.

Splash usage in brochures and presentationsIn presentations splashes can be used to highlight and pull out key information and quotes.

• For placement on packaging please refer to “Heartbrand Packaging Guidelines The DaVinci Code for guidance”.

7.03 Heartbrand Guidelines Version 1Ingredient splashes Specifications Heartbrand Guidelines Version 1 Ingredient splashes Applications 7.04

Minimum clear space 5mm

Minimum size 35mm

• Minimum splash size of 35mm.• Minimum clear space of 5mm around splash.

Maximum number of splashesThe preferred number of splashes per communication is one. We use splashes to communicate not decorate, we do not want our communications to be ‘messy.’

Copy within splashesFor more information and guidance on fonts and typographic style please see section 6.00 Typography.

ColourTo create maximum impact and quality our ingredient splashes are only ever produced from four colours. Only in exceptional circumstances where four colours are unavailable may we use single colour splashes.

Minimum size and clear space

Minimum size

To ensure that our ingredient splashes maintain their realistic and wholesome appearance they should never appear below 35mm in width.

Minimum clear space

To ensure that our ingredient splashes have high impact and recognition, a minimum clear space of 5mm is necessary on all sides at all times. No other elements (such as text and logos) should appear within the clear space area unless it is unavoidable.

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Visibility and legibility of splashes on backgroundsAlways take care to ensure that the ingredient splashes are visible and legible against their backgrounds.

Splashes on photographic backgrounds

The splashes may appear against photographic backgrounds – providing that they are visible and legible. Always try to position the splashes on a neutral area of an image, where the background is calm and visibility is high to achieve standout.

Splashes on coloured backgrounds

Our splashes have been designed to be able to work across our primary and secondary colour palettes. Care must be taken in choosing colours that compliment the splashes and give contrast and legibility against light and dark backgrounds.

7.05 Heartbrand Guidelines Version 1Ingredient splashes Photographic backgrounds Heartbrand Guidelines Version 1 Ingredient splashes Colour backgrounds 7.06

Do not place milk splashes onlight photographic backgrounds

Do not place milk splashes ondark photographic backgrounds

Do not place milk splashes onlight coloured backgrounds

Do not place milk splashes on coloured backgrounds

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Orange fruit splash EU & LAartwork ref:HB_SP_Orange_HE.psd

Chocolate splash EU & LAartwork ref:HB_SP_Choc_HE.psd

Milk splash EU & LAartwork ref:HB_SP_Milk_HE.psd

Berry fruit splash EU & LAartwork ref:HB_SP_Berryfruit_HE.psd

Red fruit splash EU & LAartwork ref:HB_SP_Redfruit_HE.psd

Chocolate splash EU & LAartwork ref:HB_SP_Choc_ME.psd

Milk splash EU & LAartwork ref:HB_SP_Milk_ME.psd

Berry fruit splash EU & LAartwork ref:HB_SP_Berryfruit_ME.psd

Red fruit splash EU & LAartwork ref:HB_SP_Redfruit_ME.psd

Orange fruit splash EU & LAartwork ref:HB_SP_Orange_ME.psd

Orange fruit splash EU & LAartwork ref:HB_SP_Orange_HE.psd

Chocolate splash EU & LAartwork ref:HB_SP_Choc_HE.psd

Milk splash EU & LAartwork ref:HB_SP_Milk_HE.psd

Berry fruit splash EU & LAartwork ref:HB_SP_Berryfruit_HE.psd

Red fruit splash EU & LAartwork ref:HB_SP_Redfruit_HE.psd

Chocolate splash EU & LAartwork ref:HB_SP_Choc_ME.psd

Milk splash EU & LAartwork ref:HB_SP_Milk_ME.psd

Berry fruit splash EU & LAartwork ref:HB_SP_Berryfruit_ME.psd

Red fruit splash EU & LAartwork ref:HB_SP_Redfruit_ME.psd

Orange fruit splash EU & LAartwork ref:HB_SP_Orange_ME.psd

Milk splash Asiaartwork ref:HB_SP_Milk_ME.psd

Red fruit splash Asiaartwork ref:HB_SP_Redfruit_ME.psd

Red fruit splash Asiaartwork ref:HB_SP_Redfruit_ME.psd

• Ensure you choose the correct ingredient splash for your application.

High energy splashes

• Only ever use original artwork in reproduction.

• Never re-draw splashes.

Ingredient splash artwork All the ingredient splashes are supplied as Adobe Photoshop CS2 files in four colour variants, and Pantone® single colour variants. The files are named in accordance with the matrix below.

The splashes should never be re-drawn or altered in anyway. Only original artwork maybe used for reproduction.

Low energy splashes

• Dynamic high energy splash aimed at children.

• Subtle mid energy splash aimed at adults.

• One splash per communication.

7.07 Heartbrand Guidelines Version 1Ingredient splashes Splash artwork Heartbrand Guidelines Version 1 Ingredient splashes Splash artwork 7.08

Mid energy splashes

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IllustrationsHand-drawn illustration allows our brand to have an expressive, personal touch. It opens up opportunities for humour, light heartedness and fun, helping to deliver our brand proposition and create ‘moments of everyday pleasure.’

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Heartbrand Guidelines Version 1 Illustration An overview 8.028.01 Heartbrand Guidelines Version 1Illustration An overview

IllustrationIllustration is used to help us deliver our brand message with emphasis on:

• natural ingredients • crafting • hand made

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Dark Choc

Banana

Coffee

Blackcurrant Sorbet

Strawberry

Cherry Sorbet

Milk Choc

Lemon Sorbet

Lorem ipsum dor sit met, consecte,

sed diam nonu mmy uismod

re ma na aliqam erat lutpa.

Lorem ipsum met, consectet sed diam nonumm huiyo ioeuimod tincid aore et dolre magna aliquam eral kutioy pUt wisi enim ad minim veniam, quis nostrud exerci tat iolamcor per suscipit lobortis nisl ut alquip ex ea conseqat.Duis autem vel eum iriur.

Illustration uses

Illustration uses Illustration adds a personal and expressive touch to our communications, and helps us to believe our brand proposition, and moments of pleasure.

Illustration should only be used and appear on communications that are from the Heartbrand, and should not appear on communications from individual product brands such as Solero and Magnum.

Illustration can be applied in three ways, these are; 1 combined with photography, 2 on its own, and 3 incorporated into headlines and body copy.

1 Illustration and photographyIllustration can be added to images to communicate a message, and add intrigue.

Dark Choc

Banana

Coffee

Blackcurrant Sorbet

Strawberry

Cherry Sorbet

Milk Choc

Lemon Sorbet

Lorem ipsum dor sit met, consecte,

sed diam nonu mmy uismod

re ma na aliqam erat lutpa.

Lorem ipsum met, consectet sed diam nonumm huiyo ioeuimod tincid aore et dolre magna aliquam eral kutioy pUt wisi enim ad minim veniam, quis nostrud exerci tat iolamcor per suscipit lobortis nisl ut alquip ex ea conseqat.Duis autem vel eum iriur.

Dark Choc

Banana

Coffee

Blackcurrant Sorbet

Strawberry

Cherry Sorbet

Milk Choc

Lemon Sorbet

Lorem ipsum dor sit met, consecte,

sed diam nonu mmy uismod

re ma na aliqam erat lutpa.

Lorem ipsum met, consectet sed diam nonumm huiyo ioeuimod tincid aore et dolre magna aliquam eral kutioy pUt wisi enim ad minim veniam, quis nostrud exerci tat iolamcor per suscipit lobortis nisl ut alquip ex ea conseqat.Duis autem vel eum iriur.

2 Illustration on it’s own In situations where it is not possible to integrate illustration within an image or it is not appropriate to do so, it can appear on its own.

3 Illustration and typeIllustration can be incorporated with typographic elements, such as headlines and body copy.

Headlines

Body copy

• Illustration adds a personal and expressive touch to our communications.

8.03 Heartbrand Guidelines Version 1Illustration Illustration uses Heartbrand Guidelines Version 1 Illustration Illustration uses 8.04< Contents >

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Flexible grid system The flexible grid diagram helps to visualise the 20%, 50% and 100% rule. Elements can fall anywhere within the grid.

• Up to 100% on solid colour backgrounds on second point of contact.

• Use the grids to help work out the total percentage of illustration.

Portrait grid Landscape grid

• Up to 20% coverage on first point of contact with the brand.• Up to 50% coverage on second point of contact with the brand on photography.

Heartbrand Guidelines Version 1 Illustration Grid system 8.06

Management system of illustration We don’t want illustration to replace our photography, nor should it ever overpower.

Illustrations play an important role in communicating a message, or adding interest and intrigue within an image. It is never used as purely decoration.

To help manage the use of illustration within applications a management system has been put in place.

First point of contact with the brandOn first point of contact with the brand, illustration should not occupy more than 20% of the overall image or of a solid colour background.

Second point of contact with the brandOn second point of contact with the brand the coverage has been increased to allow an overall coverage of illustration elements of 50% on photography, and 100% on a solid background colour.

• Illustration should not replace our photography.• Illustration should not overpower.

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Tracing options menu Please ensure that your Tracing Options match those as seen here. In doing so we ensure that our illustration style has a consistent look and feel.

• Please ensure that your Tracing Options match those seen here.

Once you have set the values to match those seen here you can save them as a preset by clicking on Save Preset… You will now be able to select this preset in the Preset drop down menu in the top left of the window.

• Preset drop down menu.

Heartbrand Guidelines Version 1 Graphic devices Tracing options 8.08

• Please follow these steps to ensure our illustrations appear consistent in look and feel.

Creating your own illustrations To ensure that all our illustrations appear with the same visual consistency and to enable you to be able to convert your own illustrations into vector images, please follow these simple steps, 1 Open or place your drawing into a new Illustrator page.

2 With your drawing selected do the following:

– Select Object in the Menu bar, and select Live Trace, then Tracing Options.

3 Set Tracing Options so that they match those as shown opposite. 4 Then click Trace. 5 With the drawing still selected, select Expand in the Control Panel. 6 Your drawing will now be a vector line artwork.

Hand drawing (Before)

Vector illustration (After)

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Heartbrand Guidelines Version 1 Illustration Photographic and colour backgrounds 8.10

Do not place white key line illustrations on light photographic backgrounds

Do not place white key line illustrations on light tonal backgrounds

Do not use black key line illustrations on dark photographic backgrounds

Do not use black key line illustrations on dark tonal backgrounds

Do not change the colour of the outline from either black or white

Do not completely fill illustration with colour

Do not use gradients tofill illustration

Illustration on photographic backgrounds

Our illustrations can be applied on top of our photographs. Care must be taken in choosing illustrations that compliment the photograph and deliver a message. Ensure that there is a good level of contrast and legibility against light and dark backgrounds. On dark photographic backgrounds the outline of the illustration should turn to white.

Illustration on coloured backgrounds

Our illustrations can be applied on top of any colour from our colour palette. Care must be taken in choosing colours that compliment each other and deliver a natural look and feel. Ensure that there is a good level of contrast and legibility against light and dark backgrounds. On dark coloured backgrounds the outline of the illustration should turn to white.

Illustration don’ts

These are examples of how not to apply colour to our illustrations.

• Only use black or white for the outline of the illustrations.• Do not use gradients.• Do not use unrealistic colours.

Colour and illustration Our colour palette has been designed to communicate our love of ingredients. The palette as seen here can be applied to our illustrations to add impact and help deliver our messages.

Where possible always try to leave areas of white (non-filled areas) within our illustrations. This adds a looseness and freshness to our illustrations. Over filling them can make them appear heavy and over bearing in communications.

Choose colours that compliment each other, and add a wholesome and natural look and feel from the colour palette.

8.09 Heartbrand Guidelines Version 1Illustration Colour

Colour palette

• Where possible try to leave areas

of white.

• For specific colour breakdowns please refer to the colour section 5.00.

wafer

milk

corporate berry red

melon

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Heartbrand Guidelines Version 1 Illustration Artwork library 8.12

Illustration Examples

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Artwork filesAll tags, logos, ingredient hearts, straplines, splashes, illustrations and hand written elements are supplied as Adobe Illustrator CS eps files in spot colour, four colour, black and white.

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9.029.01 Artwork Artwork

Artwork files Each version of the artwork has a unique identification code. The matrix shown here refers to the artworks available.

The files are named in accordance with the key below.

Brand

HB Heartbrand

• The logo should never be re-drawn re-typeset or altered in any way

• Only original artwork may be used for reproduction. Please see guidelines for usage

Country-specific Heartbrand logo

HB_Country_LOG_1S_STD_R.epsBrand Country Type Colours Size Extra Suffix

Colours

1S 1special

4C CMYK

WT Whiteout

BK Black

1SN1specialnegative

4CN4colournegative

BKNBlacknegative

Tag and logo identification code

Extra

R Registered

HZ Horizontal

HZRHorizontalregistered

1 special

HB_CouNTRY_LoG_1S_MIN_HZ.epSHB_CouNTRY_LoG_1S_MIN_R.epSHB_CouNTRY_LoG_1S_MIN.epSHB_CouNTRY_LoG_1S_STD_HZR.epSHB_CouNTRY_LoG_1S_STD_R.epS

CMYK

HB_CouNTRY_LoG_4C_MIN_HZ.epSHB_CouNTRY_LoG_4C_MIN_R.epSHB_CouNTRY_LoG_4C_MIN.epSHB_CouNTRY_LoG_4C_STD_HZR.epSHB_CouNTRY_LoG_4C_STD_R.epS

Black

HB_CouNTRY_LoG_BK_MIN_HZ.epSHB_CouNTRY_LoG_BK_MIN_R.epSHB_CouNTRY_LoG_BK_MIN.epSHB_CouNTRY_LoG_BK_STD_HZR.epSHB_CouNTRY_LoG_BK_STD_R.epS

White

HB_CouNTRY_LoG_WT_MIN_HZ.epSHB_CouNTRY_LoG_WT_MIN_R.epSHB_CouNTRY_LoG_WT_MIN.epSHB_CouNTRY_LoG_WT_STD_HZR.epSHB_CouNTRY_LoG_WT_STD_R.epS

1 special

HB_CouNTRY_TAG_1S_MIN_R.epSHB_CouNTRY_TAG_1S_MIN.epSHB_CouNTRY_TAG_1S_STD_R.epS

CMYK

HB_CouNTRY_TAG_4C_MIN_R.epSHB_CouNTRY_TAG_4C_MIN.epSHB_CouNTRY_TAG_4C_STD_R.epS

Black

HB_CouNTRY_TAG_BK_MIN_R.epSHB_CouNTRY_TAG_BK_MIN.epSHB_CouNTRY_TAG_BK_STD_R.epS

CMYK negative

HB_CouNTRY_TAG_4CN_MIN_R.epSHB_CouNTRY_TAG_4CN_MIN.epSHB_CouNTRY_TAG_4CN_STD_R.epS

1 special negative

HB_CouNTRY_TAG_1SN_MIN_R.epSHB_CouNTRY_TAG_1SN_MIN.epSHB_CouNTRY_TAG_1SN_STD_R.epS

Country-specific Heartbrand tag

Corporate Heartbrand tag

Country code

AL Algida

AT Algida(Turkey)

BR Bresler

eS eskimo

FR Frigo

FK Frisko

GG GBGlace

HB HB

GH GoodHumor

Ho Holanda

KB Kibon

KWKwalityWall’s

LF LaFuente

LA Langnese

LS Lusso

MK Miko

oL ola

oA olá

pN pingüino

Se Selecta

SR Streets

ST Strauss

TR TíoRico

WAWall’s

Type

LoGLogo

TAGTag

Suffix

EPS EPS file

Size

STDStandard

MINMinimum

CMYK

HB_TAG_4C_MIN.eps

HB_TAG_4C_STD.eps

Black

HB_TAG_BK_MIN.eps

HB_TAG_BK_STD.eps

1 special negative

HB_TAG_1SN_MIN.eps

HB_TAG_1SN_STD.eps

CMYK negative

HB_TAG_4CN_MIN.eps

HB_TAG_4CN_STD.eps

1 special

HB_TAG_1S_MIN.eps

HB_TAG_1S_STD.eps

Artwork identification code Please insert the Country code name into the COUNTRY space to be able to locate your file, e.g. for Algida use HB_AL_TAG_1S_MIN_R.eps.

Heartbrand Guidelines Version 1 Heartbrand Guidelines Version 1

Corporate Heartbrand logo

CMYK

HB_LoG_4C_MIN.eps

HB_LoG_4C_STD.eps

Black

HB_LoG_BK_MIN.eps

HB_LoG_BK_STD.eps

White

HB_LoG_WT_MIN.eps

HB_LoG_WT_STD.eps

1 special

HB_LoG_1S_MIN.eps

HB_LoG_1S_STD.eps

Black negative

HB_CouNTRY_TAG_BKN_MIN_R.epSHB_CouNTRY_TAG_BKN_MIN.epSHB_CouNTRY_TAG_BKN_STD_R.epS

Black negative

HB_TAG_BKN_MIN.eps

HB_TAG_BKN_STD.eps

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Heartbrand Guidelines Version 1Artwork Heartbrand Guidelines Version 1 Artwork

Brand

HB Heartbrand

• The logo should never be re-drawn re-typeset or altered in any way

• Only original artwork may be used for reproduction. Please see guidelines for usage

HB_CHOC_ST_P138.eps

Brand Ingredient Type Colours Suffix

Ingredient hearts identification codes

Ingredient code

MLK Milk

FRT Fruit

CHoC Chocolate

GRp1 1linegroup

GRp2 2linegroup

Type

ST Strapline

Suffix

EPS EPS file

Colours

pXXX SpotMilkGrey

4CXXX CMYKMilkGrey

p138 SpotFruitorange

4C138 CMYKFruitorange

p4695 SpotChocolateBrown

4C4695CMYKChocolateBrown

p032 SpotCorporateBerryRed

4C032 CMYKCorporateBerryRed

WHT White

BLK Black

Milk

CMYK

HB_orangeheart.psd

CMYK

HB_Chocoheart.psd

1 special

HB_MilkheartXXXXX.psd

1 special

HB_orangeheartXXXXX.psd

CMYK

HB_Milkheart.psd

1 special

HB_ChocoheartXXXXXX.psd

9.03 9.04

Fruit Chocolate

Grouped hearts – horizontal arrangement

3 specials

HB_XXXXX.psd

CMYK

HB_XXXXX.psd

Grouped hearts – vertical arrangement

3 specials

HB_XXXXX.psd

CMYK

HB_XXXXXXXX.psd

Strapline identification codes

Horizontal arrangement – CMYK

HB_XXXXXXX.psd

Horizontal arrangement – CMYK

HB_XXXXXXX.psd

Horizontal arrangement – 1 special

HB_MilkheartXXXXX.psd

Horizontal arrangement – 1 special

HB_orangeheartXXXXX.psd

Horizontal arrangement – CMYK

HB_XXXXX.psd

Horizontal arrangement – 1 special

HB_ChocoheartXXXXXX.psd

CMYK

HB_MLK_ST_SGL_4CXXX.epsHB_FRT_ST_SGL_4C138.epsHB_CHoC_ST_SGL_4C4695.eps

HB_GRp1_ST_4CXXX.epsHB_GRp1_ST_4C138.epsHB_GRp1_ST__4C4695.epsHB_GRp1_ST_4C032.eps

HB_GRp2_ST__4CXXX.epsHB_GRp2_ST_4C138.epsHB_GRp2_ST_4C4695.epsHB_GRp2_ST_4C032.eps

Black

HB_MLK_ST_SGL_BLK.epsHB_FRT_ST_SGL_BLK.epsHB_CHoC_ST_SGL_BLK.eps

HB_GRp1_ST_BLK.eps

HB_GRp2_ST__BLK.eps

1 special

HB_MLK_ST_SGL_pXXX.epsHB_FRT_ST_SGL_p138.epsHB_CHoC_ST_SGL_p4695.eps

HB_GRp1_ST_pXXX.epsHB_GRp1_ST_p138.epsHB_GRp1_ST_p4695.epsHB_GRp1_ST_p032.eps

HB_GRp2_ST_pXXX.epsHB_GRp2_ST_p138.epsHB_GRp2_ST_p4695.epsHB_GRp2_ST_p032.eps

Black

HB_MLK_ST_SGL_WHT.epsHB_FRT_ST_SGL_WHT.epsHB_CHoC_ST_SGL_WHT.eps

HB_GRp1_ST_WHT.eps

HB_GRp2_ST__WHT.eps

X

X

X

X

X

Exceptional circumstances only

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Heartbrand Guidelines Version 1Artwork Heartbrand Guidelines Version 1 Artwork

Ingredient splashes identification codes

Milk

CMYK

HB_SP_Orange_4C_HE.psdHB_SP_Orange_4C_ME.psd

CMYK

HB_SP_Choc_4C_HE.psdHB_SP_Choc_4C_ME.psdHB_SP_Choc_4C_LE.psd

1 special

HB_SP_Milk_1S_HE.psd

1 special

HB_SP_Orange_1S_HE.psd

CMYK

HB_SP_Milk_4C_HE.psdHB_SP_Milk_4C_ME.psd

1 special

HB_SP_Choc_1S_HE.psd

Orange

Chocolate

CMYK

HB_SP_Redfruit_4C_HE.psdHB_SP_Redfruit_4C_ME.psdHB_SP_Redfruit_4C_LE.psd

1 special

HB_SP_Redfruit_1S_HE.psd

Red Fruit

CMYK

HB_SP_Berryfruit_4C_HE.psdHB_SP_Berryfruit_4C_ME.psd

1 special

HB_SP_Berryfruit_1S_HE.psd

Berry Fruit

9.05 9.06

Illustration identification codes

Ingredients

Black

HB_Illustration_XX_XX.epsHB_Illustration_XX_XX.epsHB_Illustration_XX_XX.epsHB_Illustration_XX_XX.epsHB_Illustration_XX_XX.epsHB_Illustration_XX_XX.epsHB_Illustration_XX_XX.epsHB_Illustration_XX_XX.epsHB_Illustration_XX_XX.epsHB_Illustration_XX_XX.eps

Black

HB_Illustration_XX_XX.epsHB_Illustration_XX_XX.epsHB_Illustration_XX_XX.epsHB_Illustration_XX_XX.epsHB_Illustration_XX_XX.epsHB_Illustration_XX_XX.epsHB_Illustration_XX_XX.epsHB_Illustration_XX_XX.epsHB_Illustration_XX_XX.epsHB_Illustration_XX_XX.eps

Crafting

Handwriting identification codes

General register

Black

HB_Handwriting_XX_XX.epsHB_Handwriting_XX_XX.epsHB_Handwriting_XX_XX.epsHB_Handwriting_XX_XX.eps HB_Handwriting_XX_XX.eps

Black

HB_Handwriting_XX_XX.epsHB_Handwriting_XX_XX.epsHB_Handwriting_XX_XX.epsHB_Handwriting_XX_XX.eps HB_Handwriting_XX_XX.epsHB_Handwriting_XX_XX.epsHB_Handwriting_XX_XX.epsHB_Handwriting_XX_XX.epsHB_Handwriting_XX_XX.eps HB_Handwriting_XX_XX.eps

Foodie register

Black

HB_Handwriting_XX_XX.epsHB_Handwriting_XX_XX.epsHB_Handwriting_XX_XX.epsHB_Handwriting_XX_XX.eps HB_Handwriting_XX_XX.eps

Responsible register

• High energy level

• Mid energy level

< Contents