Vita Foods Standards Guide by C E I

Brand Standards

Brand Standards This brand standards document is designed to provide guidelines to implement the new Vita brand strategy. The purpose of this new strategy is to elevate the Vita brand and continue to leverage key product brands.

Why a brand strategy strategy? The goal of the brand strategy is to increase the value and visibility of the Vita brand in the marketplace. At the same time, we believe the consistency intended by this strategy will help reduce confusion among our many brands. Finally, implemented correctly, this strategy should help transfer the equity of acquired and licensed brands to the Vita brand.

Identity Elements The strength of the Vita brand relies on consistent application of our core identity elements across the spectrum of Vita communication elements. On the next few pages, you will find detailed information on the following elements: • Vita Logo

• Vita Tagline

• Color Palette

• Typography

• Imagery

• Trademark Usage

Applications We have provided guidelines for applying the Vita brand identity within several points of contact. This list will be expanded and updated on an ongoing basis. If you are not sure on how to apply the Vita brand to an application that is not addressed in this guide, please contact the Vita Foods marketing department for guidance. Applications include: • Business Cards • Stationery

• Web Site • Literature

• PowerPoint • Advertising

• Packaging • Signage

• Vehicle Graphics • Promotional Items

Brand Standards - Vita Logo The Vita logo is a vitally important asset to the company. By using the Vita Foods logo correctly and consistently, you can help build and preserve its value as a brand. • Use only artwork that has been provided by Vita Foods and use as one complete graphic • Maintain the required clear space around the logo • Size the logo no smaller than 1.5” wide • Do not distort, change the colors of the logo or recreate the logo artwork

Size and space

Approved Logo Options

In order to maximize impact, the Vita Foods logo should be sized appropriately and occupy it’s own space. Size the logo no smaller than 1.5” wide always maintain a “safe” area, approximately equal to the diameter of the land & sea graphic.

Three versions of the Vita Foods logo available for usability across a variety of applications. Printing specifications or layout design will determine which logo should be used.

1.5" min

Full color version

1- color version 1X 1.5X

.5X

1- color version

Brand Standards - Tagline the flavor of life is the Vita Foods corporate tagline. This tagline should be used appropriately and consistently to help establish the idea of the new Vita Foods in the customerâ&#x20AC;&#x2122;s mind. It should be used on internal and external communications that address the Vita brand and the company overall - ranging from advertising, promotional signage, product literature, company reports, trade show displays, web sites and presentations. When used, this tagline should appear as positioned below.

Brand Standards - Color Palette The Vita color palette provides a range of colors from which to choose when developing communications. In addition to overall design elements, the colors can be used to link certain information, providing visual cues for continuity and/or differentiation.

Primary Colors

PANTONE 548 C100 M75 Y36 K23 HTML 555555

PANTONE 484 C23 M98 Y100 K16 HTML 555555

PANTONE 297 C50 M5 Y2 K0 HTML 555555

PANTONE 354 C98 M4 Y100 K1 HTML 555555

PANTONE Cool Gray 3 C8 M5 Y6 K13 HTML CFD6C4

PANTONE 453 C10 M6 Y28 K14 HTML C8D09A

PANTONE 617 C7 M6 Y52 K15 HTML D8E484

Accent Colors

PANTONE 5455 C16M3 Y3 K5 HTML DCE5E0

PANTONE 5787 C14 M4 Y36 K12 HTML CFE4A2

Brand Standards - Typography Consistent use of typography helps maintain a strong and effective brand identity and adds consistency to Vita communications in all forms. To support the Vita brand identity, we have chosen two font families: • Univers Condensed

• Chapparral Pro

The font “Univers” is the predominant font to be featured in all Vita Foods communications materials. “Chaparral Pro” is the secondary or accent font to be featured in all Vita Foods communications materials. Univers Condensed

Chaparral Pro

AaBbCcDdEe

LIGHT CONDENSED ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@$%&

LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@$%&

C O N D E N S E D (Regular) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@$%&

SEMI-BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@$%&

BOLD CONDENSED ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@$%&

BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@$%&

Univers Condensed Oblique

Chaparral Pro Italic

AaBbCcDdEe

LIGHT CONDENSED OBLIQUE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@$%&

LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@$%&

C O N D E N S E D (Regular) O B L I Q U E ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@$%&

SEMI-BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@$%&

BOLD CONDENSED OBLIQUE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@$%&

BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@$%&

Brand Standards - Imagery This section is in development To support the tagline â&#x20AC;&#x153;the flavor of lifeâ&#x20AC;?, when possible, images should include a human element. To the trade, this imagery could include the diversity of Vita employees. When it comes to the consumer, lifestyle imagery around eating, cooking and preparing meals should be considered.

Brand Standards - Trademark Usage This section is in development It is vital to use appropriate trademark symbols in order to preserve the value of all Vita Foods trademarks. In addition to the legal ramifications, trademarks can add legitimacy to the company’s efforts to build a reputation for dependability and integrity. Our trademarks are some of our most valuable assets.

™

Brand Standards - Stationary Business stationery Every day, VITA FOODS stationery makes an impression on thousands of customers, prospects and suppliers. These impressions must always be positive. All VITA FOODS stationery must be clear and professional. The pieces should â&#x20AC;&#x153;familyâ&#x20AC;? with one another, including stationery created for corporate use.

The following pages show examples of corporate stationery.

Brand Standards - Letterhead 8.5"

logo Note: Measurement to end of letter â&#x20AC;&#x153;Sâ&#x20AC;?

.375"

.562"

.75"

text Univers Bold Condensed / Univers Light Condensed; point size is 8.5 and leading is 11 (BLUE PMS 548)

.437" 2.875"

text website: Univers Light Condensed; point size is 8.5 and leading is 11 (RED PMS 484)

11"

3.625" .375"

Brand Standards - Business Cards logo Note: Measurement to end of letter â&#x20AC;&#x153;Sâ&#x20AC;?

text name and title Individual Name font is Chaparral Pro Semibold; point size: 11, Leading: 10, text is flush right (Blue PMS 548) Individual Title font is Chaparral Pro Light; point size: 9, Leading: 10, text is flush right (Red PMS 484)

3.5" .187" .687"

.312"

3.187"

text address Address font is Univers Light Condensed; point size: 8.5, Leading: 11, text is flush left (Blue PMS 548) Website is Univers Bold Condensed; point size: 8.5, Leading: 11, text is flush left (Blue PMS 548) E-Mail Address and Fax Number font is Univers Light Condensed; point size: 8.5, Leading: 11, text is flush right (Blue PMS 548) Phone Number font is Univers Bold Condensed; point size: 8.5, Leading: 11, text is flush right (Blue PMS 548)

Brands that feature

Reverse side of card.

Brand Standards - Envelopes logo Note: Measurement to end of letter â&#x20AC;&#x153;Sâ&#x20AC;?

9.5" .375"

text Address font is Univers Light Condensed; point size: 8.5, Leading: 13, text is centered (Blue PMS 548)

.25" 2.75"

4.125

Website is Univers Bold Condensed; point size: 8.5, Leading: 13, text is centered (Blue PMS 548)

Brand Standards - Invoices, Fax Cover Sheets, internal Memos Standards for the Vita Foods Invoice, Fax and Internal Memo documents have been developed to maintain consistent brand imaging.

INVOICE

FAX

Vita Food Products, Inc. 2222 West Lake Street, Chicago, Illinois 60612 312.738.4500

To: _________________________________________________ From: ___________________________________________________ Subject: _____________________________________________ Fax Number: ______________________________________________ Pages: ______________________________________________ Date: ____________________________________________________

MEMO _____________________________________________________________________________________________________________

Vita Food Products, Inc.

2222 West Lake Street, Chicago, Illinois 60612

312.738.4500 _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________ _____________________________________________________________________________________________________________

www.vitafoodproducts.com

Brand Standards - Website This section is in development Standards for the Vita Foods website have been developed to maintain consistent brand imaging with other external communications. If you really want someone to notice your page, make it easy to read. When placing type in the website, remember that It's very hard to read text on computer screens. So make everything bigger than you would in print. Make sure the type contrasts well with the background, and avoid the temptation to play with exotic color schemes. Black holds the highest contrast to white.

callout copy will go here.

callout copy will go here. callout copy will go here.

callout copy will go here.

Brand Standards - Literature Strategic Brand Covers for Product Sell Sheets Literature should be developed according to Vitaâ&#x20AC;&#x2122;s brand standards. Typography, imagery, color palette and identity elements should be used appropriately. The following guidelines have been developed to ensure your literature supports Vitaâ&#x20AC;&#x2122;s brand identity strategy. Product Sell documents feature collateral grid with dedicated areas for brand indentification, corporate image, corporate signature, product image(s), and content. Reverse side of sheet to feature product offer and ordering information as needed for targeted audience.

Brand Standards - Literature 2.25˝ .625˝

Strategic Brand Grid for Product Sell/Offer Sheets Literature should be developed according to Vita’s brand standards. Typography, imagery, color palette and identity elements should be used appropriately. The following guidelines have been developed to ensure your literature supports Vita’s brand identity strategy.

1.625˝

6.375˝ .312 BRAND LOGO (s)

1.75˝ 2.625

Sheet Heading 2.187˝

Subhead or Position Statement

Product Sell documents feature collateral grid with dedicated areas for brand indentification, corporate image, corporate signature, product image(s), and content. TOP LEFT CORNER:

Corporate Land & Sea Image

TOP COLOR BAND:

BLUE PMS 297

BRAND LOGO(s):

Top Right Corner of Page

HEADING:

Chaparral Pro Light

SUBHEAD:

Univers Light Condensed

SIDE VERTICAL COLOR BAR:

Vita Accent Color (Fill)

IMAGES:

Product/Food support image (ghosted)

CORPORATE SIGNATURE:

Bottom Right 8.5

CORPORATE SIGNATURE .625˝

Brand Standards - Literature .625˝

.625˝

Strategic Brand Grid for Product Sell/Offer Sheets .625

Literature should be developed according to Vita’s brand standards. Typography, imagery, color palette and other identity elements should be used appropriately. The following guidelines have been developed to ensure your literature supports Vita’s brand identity strategy.

Sheet Heading

Vita Foods documents feature consistent back or reverse side signature with Corporate Signature, contact messages and information along with document form number and date.

9.625

Form #XXXXXX

For further information contact your broker or sales representative or: VITA FOOD PRODUCTS, INC., 222 W. Lake Street, Chicago, IL 60612 www.vitafoodproducts.com • P: 800.989.VITA • 312.738.4500 • F: 312.738.3215

Rev. 00/00

.312˝

Brand Standards - Literature Strategic Brand Covers for Product Brochures Literature should be developed according to Vitaâ&#x20AC;&#x2122;s brand standards. Typography, imagery, color palette and identity elements should be used appropriately. The following guidelines have been developed to ensure your literature supports Vitaâ&#x20AC;&#x2122;s brand identity strategy. Product brochure covers feature collateral grid with dedicated areas for brand indentification, corporate image, corporate signature, product image(s), and content.

With Lifestyle Image

With Food Image

Brand Standards - Literature 2.25˝ .625˝

Strategic Brand Grid for Product Brochure Covers Literature should be developed according to Vita’s brand standards. Typography, imagery, color palette and identity elements should be used appropriately. The following guidelines have been developed to ensure your literature supports Vita’s brand identity strategy.

1.625˝

6.375˝ .312 BRAND LOGO (s)

1.75˝ 2.625

Brochure Heading 2.187˝

Subhead or Position Statement

Product Sell documents feature collateral grid with dedicated areas for brand indentification, corporate image, corporate signature, product image(s), and content. TOP LEFT CORNER:

Corporate Land & Sea Image

TOP COLOR BAND:

BLUE PMS 297

BRAND LOGO(s):

Top Right Corner of Page

HEADING:

Chaparral Pro Light

SUBHEAD:

Univers Light Condensed

SIDE VERTICAL BAR:

Continuation of lifestyle or food image with ghosted affect

IMAGES:

Lifestyle/Food support image

CORPORATE SIGNATURE:

Bottom Right 8.5

CORPORATE SIGNATURE .625˝

Brand Standards - Literature Strategic Brand Product Stuffers/Takeones Literature should be developed according to Vitaâ&#x20AC;&#x2122;s brand standards. Typography, imagery, color palette and identity elements should be used appropriately. The following guidelines have been developed to ensure your literature supports Vitaâ&#x20AC;&#x2122;s brand identity strategy. Product stuffers and takeones should maintain a simplified grid structure allowing for flexibility in the smaller page format. Brand logo should remain featured in the upper right section of the cover.

Brand Standards - PowerPoint This section is in development PowerPoint templates have been created to support the Vita brand standards system. The templates provide a range of slide layout options, including title, content, and transition slides. Vita content slides include options for bullets only, bullets and chart, bullets and image, as well as a blank slide. PAGE HEADING SUBHEADING Content text content text content text content text content text content text content text content text content text content text content text content text content text. • Bullet copy • Bullet copy • Bullet copy • Bullet copy

AREA FOR CHART OR IMAGES

• Bullet copy

TITLE PAGE

PAGE HEADING

SUBHEADING

Content text content text content text content text content text

Brand Standards - Advertising This section is in development Standards for Vita Foods advertising have been developed to maintain consistent brand with other external communications.

Brand Standards - Packaging This section is in development The importance of packaging in a brand strategy cannot be diminished. The goal of the these standards is bring packaging closer in to the brand communications. Here’s some interesting statistics on packaging: • A pack on a shelf has approximately 3 seconds to grab the audience’s attention • For most new products, the store shelf is the first, last, and potentially only time to facilitate a purchase decision • Packaging generates impulse purchases – POPAI shows that consumers enter a grocery store planning to buy about 10 items and leave with nearly 20

A consistent approach for packaging can have dramatic impact on building the Vita brand and long term sales. At the same time, package design must avoid the temptation of overloading the package with marketing messages.

To begin with Vita packaging brand standards, you must first identify the brand category for your package. Category 1: Vita branded products that use a functionally descriptive name or a trademarked name without a visual brandmark or stylized typography Category 2: Products or umbrella brands that use a trademarked brandmark or stylized typography, where Vita association is beneficial. Category 3: Licensed or acquired brands where association to Vita is less beneficial.

Brand Standards - Packaging/Labeling This section is in development

Brand Standards - Signage Standards for Vita Foods signage have been developed to maintain consistent brand identity with other external communications. Options include full color or black and white. Each should be constructed using contemporary materials and should be framed in a rectangular shape. When possible, the VITA FOODS logo should stand-off of flat signage surface to add dimension and increased visual interest. The layouts below should only be used as a guide. When designing company signage, utilize company colors and specified fonts. Contact corporate marketing for assistance.

Location/Building Title

Brand Standards - Vehicle Graphics Standards for Vita Foods vehicle graphics have been developed to maintain consistent brand identity with other external communications. This is an example layout. Use only as a guide. White is the preferred vehicle color. VITA FOODS logo should appear prominently with company street and website address secondary.

2222 West Lake Street, Chicago, Illinois 60612

www.vitafoodproducts.com

Brand Standards - Promotional Items This section is in development Standards for Vita Foods promotional items have been developed to maintain consistent brand with other external communications.