Coca-Cola Zero Brand Identity and Design Standards

Coca-Cola Zero Brand Identity and Design Standards v1.0 &RQ¿GHQWLDO_ The Coca-Cola Company. All Rights Reserved. &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009 Contents Please note that updates to the Brand Identity and Design Standards will only be made once per year. Strategic Overview......................................................... 1.0 Identity Standards: Core Brand Elements and Standards ............................ 2.0 Packaging Design Standards ........................................ 3.0 Point-of-Sale Design Standards .................................... 4.0 Equipment Design Standards ........................................ 5.0 Signage Design Standards ............................................ 6.0 Fleet Design Standards ................................................. 7.0 Trademark Usage Requirements ................................... 8.0 Identity Standards Management Team and Process .... 9.0 &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU Strategic Overview 1.0 Simply put, the Brand Identity and Design Standards exist to provide clear, reliable and enduring guidance on how to use the Brand Elements and how to design for the Coca-Cola Zero Brand Identity around the world. The importance of the Brand Standards, however, is anything but utilitarian. They are central to our ongoing commitment to: 1. Maintain authenticity and build Brand equity; 2. Leverage the scale of our System across all markets; 3. Provide more consistency and quality; and 4. Facilitate increased System productivity. Understanding how the Brand Standards fit into and affect all Brand touchpoints is a precursor to using the Brand Standards. This chapter examines both. &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU Strategic Overview 1.01 Contents What is a Brand Identity? .......................................................1.02 Why Do We Need Identity and Design Standards? ...............1.03 Who Should Use These Identity and Design Standards? ......1.04 Identity and Design Standards: Foundation ...........................1.05 Design Principles ....................................................................1.06 Strategic Framework: Overview .............................................1.07 Strategic Framework: Applied ................................................1.08 Making the Identity and Design Standards a System-wide Success.............................................................1.09 &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009 Strategic Overview 1.02 What is a Brand Identity? $EUDQGLGHQWLW\LVWKHWRWDOLW\RIDOOWRXFKSRLQWVPHGLD SODWIRUPVFKDQQHOV$EUDQGLGHQWLW\LVH[SHULHQFHGE\ y WKRVHZKRFRPHLQWRFRQWDFWZLWKWKHEUDQGDQGLQIOXHQFHV WKHLURSLQLRQRIWKDWEUDQG Core Brand Elements &HQWUDOWRDOOWRXFKSRLQWVDUHWKHEUDQG¶VGHILQLQJ±RU FRUH±HOHPHQWVWKHYLVXDONH\VWRFUHDWLQJDQLQWHJUDWHG GLVWLQFWLYHDQGGLIIHUHQWLDWHGEUDQG Core Brand Elements in Execution &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009 Strategic Overview 1.03 Why Do We Need Identity and Design Standards? 7KH&RFD&ROD=HUR%UDQG,GHQWLW\LVDQLQH[WULFDEOHSDUWRI the Brand¶s HTXLty and proIRXQGOy impacts how consXPHUs H[SHULHQFHLW $OOH[HFXWLRQVWKDWXWLOL]H&RFD&ROD=HURDUH SDUWRIWKH%UDQG,GHQWLWyDVWKH\DUHZKDWFRQVXPHUVVHH and associate with Coca-Cola Zero. System-wide Identity and Design Standards are a longstanding part oIRXU heritage and essential to EXLOGLQJVWURQJJOREDO Brands. 7KH\HPSRZHUPDUNHWVWREXLOGIURPXQLYHUVDOUXOHV DQGFRQYHQWLRQVVRWKDWWKH%UDQG,GHQWLW\LVH[SHULHQFHG FRQVLVWHQWO\ZRUOGZLGHRQDGDLO\EDVLVDQGSURWHFWHG DFURVVHYHU\WRXFKSRLQW The Identity and Design Standards Better Position the Company to: 1. Maintain Authenticity and Build Equity %RWKDUHFUXFLDOWRUHLQIRUFLQJDQGLQFUHDVLQJWKHUHOHYDQFHRIWKH %UDQGWRRXUFRQVXPHUV 7KHEHWWHUZHUHSUHVHQWWKH%UDQGWKH EHWWHUZHFDQLQFUHDVHPLQGVKDUHDQGSURWHFWWKH%UDQG,GHQWLW\ IURPGLOXWLRQ 2. Leverage the Scale of our System Across All Markets We have an H[FHStional System in place DURXQG the JOREH; Identity DQG'HVLJQ6WDQGDUGVSURYLGHHTXDOO\H[FHSWLRQDODQGHI¿FLHQW PHDQVWROHYHUDJHLWIRUJUHDWHUFRQVLVWHQF\DQGVSHHGWRPDUNHW 3. Provide More Consistency and Quality Across the System The higher RXU System-wide consistency and eI¿FiencieVWhe stronger the connection that FRQVXPHUV drawIrom all they see and hearFreating more inherent vDOXH in the Coca-Cola Zero Brand to EHQH¿WWhe entire System. 4. Facilitate Increased System-wide Productivity Consistencies achieved tKURXJK System-wide Standards allow Ior longer-lasting materials and potential UHXseWKXs saving time and money. &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009 Strategic Overview 1.04 Who Should Use These Identity and Design Standards? The VKRUWDQVZHULVDQ\RQHZKRDFWLYDWHVDQ\WKLQJIRU the Brand Coca-Cola Zero. 0RUHVSHFLILFDOO\WKH%UDQG6WDQGDUGVVKRXOGEHXVHG E\DOO&RPSDQ\IXQFWLRQVDQGWKH%RWWOLQJ6\VWHPDV ZHOODVDOOSDUWQHUVDJHQFLHVDQGRWKHUSDUWLHVLQYROYHG LQDQ\&RFD&ROD=HURWRXFKSRLQW The Bottling System $OZD\VXVHWKHODWHVWYHUVLRQRIWKH%UDQG6WDQGDUGV DYDLODEOHRQWKH&RFD&ROD=HUR%UDQG,GHQWLW\DQG'HVLJQ 6WDQGDUGVZHEVLWH $OZD\VPDNHVXUHSDUWQHUVDJHQFLHVDQGWKLUGSDUWLHVKDYH WKHODWHVWYHUVLRQRIWKH%UDQG6WDQGDUGV%HIRUHWKH\FDQ REWDLQDFFHVVDOOWKLUGSDUWLHVPXVWDJUHHWRNHHSWKH%UDQG 6WDQGDUGVFRQILGHQWLDO ,QDGGLWLRQEHVXUHWRVHHNORFDOJXLGDQFHIRU &RPSOLDQFHZLWKORFDOOHJDOUHJXODWLRQVDQGPDQGDWHV /RFDOOHJDODSSURYDORIDOOPDWHULDOVSULRUWRXVHLQWKH PDUNHWSODFHDQG $OLJQPHQWRIWKHFRPPXQLFDWLRQREMHFWLYHVIRU\RXU PDUNHWDQGRU%UDQGV Coca-Cola Zero Brand Identity and Design Standards v1.0 Company Functions Partners, Agencies &RQ¿GHQWLDO_ The Coca-Cola Company. All Rights Reserved. All Other Parties &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009 1.05 Strategic Overview Identity and Design Standards: Foundation $VZLWKDOOH[SUHVVLRQVRIWKH%UDQGWKH,GHQWLW\DQG'HVLJQ Standards align with the Coca-Cola Zero Brand Vision and $UFKLWHFWXUH%9$DVVKRZQKHUH 7KH&RFD&ROD=HUR%UDQGLVSRVLWLRQHGWRWDUJHW\HDU ROGPDOHVZKRDUHIXHOHGE\DQXQSUHFHGHQWHGEHOLHILQZKDW WKH\FDQDFKLHYHDQGGULYHQE\DQLPSDWLHQFHZLWKWKHVWDWXV TXR&RFD&ROD=HURVSHDNVWRLQGLYLGXDOVZKRDUHLQWKHLU IRUPDWLYH\HDUVRIFKDQJHDQGGLVFRYHU\DQGZKRDUH DFWLYHO\WDNLQJWKHOHDGLQGHWHUPLQLQJZKRWKH\FDQEH $OZD\VUHIHUWR6SDUN&LW\IRUWKHPRVWUHFHQWYHUVLRQRIWKH BVA. ARCHETYPE: Explorer PERSONALITY & CHARACTER Maverick, Unconventional, Bold Smart, Humorous, Masculine, with a Clear Purpose MARKET BRAND IDENTITY SYSTEM Black, Bold, Confident Contour, Dynamic Ribbon BRAND VISION BRAND VISIO Coca-Cola Zero Is A Beacon Of Possibilities BRAND PEOPLE Highest Emotional Ground Category Insight Neither a Diet Nor a Regular, Coca-Cola Zero has the Opportunity to Redefine the Category Coca-Cola Zero Fusion of Taste, Zero Sugar and a Bold Youthful Image, Make it a Truly Unique Propostion Competitive Environment Game Changing Brands That Are Battling For 21st Century Youth (Obama, Apple...) The Battle For Share of Heart & Mind Will Deliver Share Of Stomach & Wallet Optimism Consumer Experience & Drivers Making Possibilities A Reality Inspiring you to create and explore new paths that expand what’s possible in the world. With one single purpose: TO CREATE A BETTER REALITY – FOR ME, MY WORLD, THE WORLD – Product & Brand Truths Great Tasting Refreshment. Great Coke Taste, Zero Sugar, Uplifting Refreshment (Physical & Emotional), Authentic, Bold, Unconventional, Youthful. Human & Cultural Context Today’s Youth Have Thrown Away The Rulebook Fueled by an unprecedented belief in what they can achieve; enabled by their unlimited access to information technology and driven by their impatience with the status quo, they actively define what’s possible Target Explorers, Creators, Open-Minded Experience Seekers In the formative years of change and discovery and motivated by their need for self determination... they are actively taking the lead on determining who they can be. Impulsive stars 18-24 M (Halo to Wishful Wanabees) AMBITION Business: Deliver 1 Billion UC by 2012 and become the #2 Coke TM Brand By 2020. Brand: Move from a great tasting diets & lights brand to a game changing brand that inspires a new generation to define their own new positive reality. Coca-Cola Zero: Brand Vision and Architecture (BVA) &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009 Strategic Overview 1.06 Design Principles 7KH&RFD&ROD=HUR'HVLJQ3ULQFLSOHVKHOSWRIRFXV DQGFODULI\ZKDWLV±DQGLVQRW±&RFD&ROD=HUR 7KHVH3ULQFLSOHVGULYHWKHGHVLJQRIDOOWRXFKSRLQWVIRU the Coca-Cola Zero Brand. $SSO\WKHVH3ULQFLSOHVZKHQHYHUQHZH[HFXWLRQVDUHFUHDWHG (YHU\WKLQJWKDWKDVDQ\WKLQJWRGRZLWKWKH%UDQGPXVWDOLJQ with them. The Coca-Cola Zero Design Principles 1. Bold Simplicity $UHWXUQWRFODULW\UHPRYDORIDOOH[WUDQHRXVQRLVHDQGVWDWLFDURXQG WKH%UDQGWRILQGWKHEROGVLPSOHHVVHQFHRI&RFD&ROD]HUR 2. Real and Genuine 'ULYHQE\VHOIGHWHUPLQDWLRQ&RNH=HURGHILQHVDXQLTXHSDWKWRDJUHDWHU GHVWLQ\LQDVW\OHWKDWLVWUXHWRVHOI 3. Own Black $WHYHU\WRXFKSRLQWZHZLOOOHYHUDJHWKHEROGDQGFRQILGHQWYLWDOLW\RI &RNH=HUR%ODFNDURXQGWKHZRUOG$GGLWLRQDOO\ZHZLOOFRQWLQXHWR LQWHJUDWHWKHWKUHDGRI5HGLQWRHYHU\WKLQJZHGR 4. Bold and Unexpected &RFD&ROD=HURGLVSOD\VLWVPDYHULFNFKDUDFWHULQDQXQSUHGLFWDEOHMRXUQH\ RIGLVFRYHU\&RNH=HURKDVOLFHQVHWRH[SORUHQHZSDWKVDQGH[SDQG ZKDW¶VSRVVLEOH &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009 Strategic Overview 1.07 Strategic Framework: Overview 7KH6WUDWHJLF)UDPHZRUNLVWKHPHDQVE\ZKLFKZH HQVXUHWKH%UDQG,GHQWLW\LVH[SHULHQFHGFRQVLVWHQWO\E\ FRQVXPHUVDQGSURWHFWHGDWHYHU\WRXFKSRLQW BVA Design Principles 7KH%9$'HVLJQ3ULQFLSOHVDQG,GHQWLW\6WDQGDUGV DUHSDUWRIWKH&RFD&ROD=HUR%UDQG(YHU\WKLQJ FUHDWHGIRUWKH%UDQGHQVXHVIURPWKHP7KHSUHFHGLQJ page reviews the Design Principles. Identity Standards &RUH%UDQG(OHPHQWVDQG6WDQGDUGV 7KH'HVLJQ6WDQGDUGVIXUWKHUGHILQHDQGDUWLFXODWH ,GHQWLW\6WDQGDUGVIRUDOO%UDQGH[HFXWLRQVLQ FDWHJRULHVVXFKDV3DFNDJLQJ326DQG(TXLSPHQW Design Standards $OOZRUNGRQHDFURVVWKH%UDQGVKRXOGGLUHFWO\OHYHUDJH 7LHUDQG,GHQWLW\6WDQGDUGV,WVKRXOGDOVRUHIHUWR WKH'HVLJQ6WDQGDUGVIRUWRXFKSRLQWVWKDWDUHFRYHUHG in depth there. 3DFNDJLQJ(TXLSPHQW6LJQDJH)OHHW Sustaining Campaigns Properties Customer Promotions &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009 Strategic Overview 1.08 Strategic Framework: Applied 7KH%9$'HVLJQ3ULQFLSOHVDQG,GHQWLW\6WDQGDUGVDUH SDUWRIWKH&RFD&ROD=HUR%UDQG(YHU\WKLQJ FUHDWHGIRUWKH%UDQGHQVXHVIURPWKHP BVA Design Principles 7KH'HVLJQ6WDQGDUGVIXUWKHUGHILQHDQGDUWLFXODWH ,GHQWLW\6WDQGDUGVIRUDOO%UDQGH[HFXWLRQVLQ FDWHJRULHVVXFKDV3DFNDJLQJ326DQG(TXLSPHQW Identity Standards &RUH%UDQG(OHPHQWVDQG6WDQGDUGV 3. $OOZRUNGRQHDFURVVWKH%UDQGVKRXOGGLUHFWO\OHYHUDJH 7LHUDQG,GHQWLW\6WDQGDUGV,WVKRXOGDOVRUHIHUWR WKH'HVLJQ6WDQGDUGVIRUWRXFKSRLQWVWKDWDUHFRYHUHG in depth there. Design Standards 3DFNDJLQJ Sustaining (TXLSPHQW Signage Campaigns Fleet Properties Customer Promotions &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Confidential: December 2009 Strategic Overview 1.09 Making the Identity and Design Standards a System-wide Success t Always consult the Identity and Design Standards before embarking on new work.,WLVHDFKLQGLYLGXDO¶V UHVSRQVLELOLW\WRHQVXUHWKDWDOOZRUNLVFUHDWHGLQFRPSOLDQFH with the Brand Standards. t$POTVMUDIBQUFSToGPSTQFDJmDJOGPSNBUJPOPO Graphics Application across the main touchpoints of the Brand±LQFOXGLQJIRUWKHILUVWWLPHJXLGDQFHRQ 3URSULHWDU\)RUPIRU3DFNDJLQJDQG(TXLSPHQW tEnsure that any agency or partner who is working on or creating something for the Brand has reviewed and understands how the Identity and Design Standards relate to their work. $JHQFLHVDQGSDUWQHUVVKRXOGRQO\DFFHVVWKH %UDQG6WDQGDUGVLIWKH\KDYHHQWHUHGLQWRDFRQILGHQWLDOLW\ agreement with The Coca-Cola Company. t$BSFGVMBOEUIPSPVHISFWJFXPGUIF#SBOE4UBOEBSET should answer most if not all questions that typically arise in the course of creating and producing work. 6KRXOGFLUFXPVWDQFHVQHFHVVLWDWHDUHTXHVWIRUVSHFLDOL]HG JXLGDQFHRUDQH[FHSWLRQWKHSURWRFROGHVFULEHGLQWKH Identity Standards Management Team and Process chapter PXVWEHIROORZHG t3FGFSPGUFOUP$IBQUFS$PSF#SBOE&MFNFOUTBOE Standards.7KLVFKDSWHUUHYLHZVLQGHWDLOWKHSURSHUXVDJH RIWKHVHEXLOGLQJEORFNVRI%UDQGDXWKHQWLFDQGFRQVLVWHQW GHVLJQVVHWWLQJWKHVWDJHIRUXVLQJDOORWKHUFKDSWHUVLQ the Brand Standards. t"MMBEWFSUJTJOHNBUFSJBMTTIPXOJOUIJTEPDVNFOUBSF for purposes of illustrating the Brand Standards. None RIWKHPFDQEHXVHGLQWKHPDUNHWSODFHXQOHVVWKH\DUH UHYLHZHGDQGDSSURYHGE\\RXUORFDOOHJDOFRXQVHO &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY t4FFUIF$POUFOUTQBHFGPSBDPNQMFUFMJTUPGUPQJDTJOUIJT document and their locations. Main chapters include: 6WUDWHJLF2YHUYLHZ ,GHQWLW\6WDQGDUGV&RUH%UDQG(OHPHQWVDQG6WDQGDUGV 3DFNDJLQJ'HVLJQ6WDQGDUGV 3RLQWRI6DOH'HVLJQ6WDQGDUGV (TXLSPHQW'HVLJQ6WDQGDUGV Signage Design Standards Fleet Design Standards 7UDGHPDUN8VDJH5HTXLUHPHQWV Identity Standards Management Team and Process Confidential: December 2009 Identity Standards: Core Brand Elements and Standards Coca-Cola Zero | Brand Identity and Design Standards_v1.0 2.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards 2.01 Contents Overview 2.02 Coca-Cola Zero Logo Colors Clear Space, Minimum Size, ® Scaling Don’ts Horizontal Limited Use Horizontal Safe Area Lock-up Specifications 20º Angled Logo 20º Safe Area 20º Cropping & Position /RFNXS6SHFL¿FDWLRQV Horizontal Limited Use Horizontal Safe Area Contour Bottle Symbol Contour Bottle Symbol with Coca-Cola Zero Logo Colors Clear Space, Safe Area Minimum Size Dynamic Ribbon Cropping Colors, Usage /RFNXS6SHFL¿FDWLRQV Don’ts Arden Square Colors Clear Space, Minimum Size Don’ts Color Palette Don’ts Typography Headlines and Body Copy Don’ts 2.03 2.04 2.05 2.06 2.07 2.08 2.09 2.10 2.11 2.12 2.13 2.14 2.15 2.16 2.17 2.18 2.19 2.20 2.23 2.24 2.25 2.26 2.28 2.29 2.30 2.31 2.32 2.33 2.34 2.35 2.36 2.37 Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Backgrounds: Flat Colors....................................................... Product Photography Art Direction ...................................... Contour Glass Bottle Photography ...................................... Photography Details ............................................................ Cans, PETs, Other Packaging ............................................. 2.37 2.38 2.39 2.40 2.41 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards 2.02 Overview Core Brand Elements are the building blocks of the Brand Identity and Design Standards. These simple and timeless elements play an inextricable role in portraying and protecting our Brand across all touchpoints. Consistently using a common set of elements enables integrated marketing communications, innovation and maximum System scale. It is therefore essential that any work for the Coca-Cola Zero Brand be approached in a manner that: Faithfully applies the Identity Standards for the Core Brand Elements, while Reinforcing the Design Principles (reviewed in the Strategic Overview Chapter 1.0). This chapter provides an overview of each Core Brand Element – heritage, equity, relevance – and standards for using them. $SSURYHGGLJLWDO¿OHVRIWKH&RUH%UDQG(OHPHQWVFXVWRPL]DEOH graphics and design templates for Packaging, POS and Equipment are available on the Design Machine website at www.coca-coladesignmachine.com. Please use only the approved versions supplied there. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards 2.03 Coca-Cola Zero Logo The Coca-Cola Zero Logo is the primary asset for the Coca-Cola Zero Brand and is the preferred Logo to represent this Brand. The Spencerian Script, carried over from the Coca-Cola Brand, is visually locked together with the “Zero” Logo, which is designed to express the bold confidence and masculinity of the Brand. Together they form a holistic representation of the Coca-Cola Zero Brand that reflects the heritage of the original Coca-Cola Trademark. The Spencerian Script that is used for the Coca-Cola Trademark should never be used for anything other than the trademarks incorporating “Coca-Cola” and “Coke,” as well as the trade names of The Coca-Cola Company, its subsidiaries and its Bottlers. We are committed to using the Coca-Cola Zero Logo in its purest original form. By boldly using the Script and "Zero" lockup on its own or in combination with other elements, we can create executions that retain the true essence of the Coca-Cola Brand, yet fashions an enduring and unique vision for the Coca-Cola Zero Brand. Use only the approved versions of the Coca-Cola Zero Logo available on the Design Machine website. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Colors 2.04 Colors &RORUH[HFXWLRQVRIWKH&RFD&ROD=HUR/RJRLQFOXGHWKH standard Logo on a white background and the reversed Logo in Coke Red and white on a black background only, as described at right. 7KH&RFD&ROD=HUR/RJRPXVWQHYHUEHVKRZQLQRWKHU colors, even if they are within the Brand color palette. 7KH&RFD&ROD=HUR/RJRPXVWQHYHUEHVKRZQRQ backgrounds other than those shown here. Standard Coca-Cola Zero Logo Coke Red and black on a white background. Exceptions )RUPHGLDLQZKLFKFRORULVQRWDQRSWLRQHJDEODFN and-white print ad), use either the restricted-use Coca-Cola Zero Logo or the restricted-use reverse Coca-Cola Zero Logo described at right. )RUSUHPLXPVDUFKLWHFWXUDOGHWDLOVRURWKHUDSSOLFDWLRQV where the Coca-Cola Zero Logo is etched, embossed, sandblasted or spot varnished, the color can be the same as the substrate of the material used. Reversed Coca-Cola Zero Logo Coke Red and white on a black background. Restricted-use Coca-Cola Zero Logo Black on a white background. Restricted-use Reversed Coca-Cola Zero Logo Reversed from a black background. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo 2.05 Clear Space, Minimum Size, TM Scaling, Cropping Clear Space Surround the Coca-Cola Zero Logo with clear space that is, at a minimum, “hyphen height” – i.e., equal to the height of the hyphen connecting “Coca” and “Cola.” Minimum Print Size )RUWKH&RFD&ROD=HUR/RJRDWOHDVWPP LQFKHVZLGH )RUWKHTM: at least 1 mm (.04 inches) in diameter. Minimum Onscreen Size 'LVSOD\WKH&RFD&ROD=HUR/RJRDWOHDVWSL[HOVZLGH and the TM at least 6 pixels in diameter. $OZD\VYLHZ3')VRIWKH%UDQG6WDQGDUGVDWIRU proper reference. TM Scaling $OLJQWKHWRSHGJHRIWKH70ZLWKWKHWRSRI the “o” in “Zero.” :KHQXVLQJWKH&RFD&ROD=HUR/RJRLQVPDOOHUVL]HV scale up the TM as needed to ensure legibility. Always scale the TM from the top edge. 0DNHVXUHWKHFOHDUVSDFHEHWZHHQWKH70DQGWKHHQG of the “o” in “Zero” equals at least 1/4 of the diameter of the TM and that it is no further away than one full diameter of the TM. Cropping 7KH&RFD&ROD=HUR/RJRPXVWQRWEHFURSSHGLQDQ\ SHUPDQHQWH[HFXWLRQVVXFKDVVLJQDJHYHQGLQJRUÀHHW ,QWKHFDVHRIWHPSRUDU\H[HFXWLRQVH[FHSWLRQVWRWKLV rule may be granted if the market is considered mature from a Brand equity perspective. Exceptions are meant to have a maximum life of 3 months in market and each exception should only happen once a year. Refer to the Identity Standards Management Team and Process chapter (9.0) for more information on submitting exception requests. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 1h 1h 1h 1h 1h Clear Space = h Distance Minimum Print Size Minimum Onscreen Size TM Scaling (Coca-Cola Zero Logo) Confidential: December 2009 Logo Identity Standards: Core Brand Elements and Standards_Coca-Cola _SpencerianZero Script 2.06 Don’ts Do not use any other version of the Coke Logo. This includes variants in existing Brand Elements or lock-ups. Do not remove or reposition the TM. Do not add elements. Do not add glows to the Coca-Cola Zero Logo. Do not add strokes or outlines to the Coca-Cola Zero Logo. Do not scale/resize the Coca-Cola Zero Logo disproportionately. Do not rotate the Coca-Cola Zero Logo, except for 2° counter clockwise rotations. Do not skew the Coca-Cola Zero Logo or create false perspectives. Do not distort the Coca-Cola Zero Logo. Do notXVHXQVSHFL¿HGFRORUV Do not enlarge Zero separately. Do not reduce zero separately. Do not create a black disk icon. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Do not place on any color other than black. Confidential: December 2009 Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo 2.07 Horizontal Limited Use To the right is a single line, horizontal version of the Coca-Cola Zero Logo which has been specifically designed with limited use in mind. Primarily, this version of the Coca-Cola Zero Logo should be used for shelf-strips, or in a horizontal format where space is limited and maximum impact is required. The black background shown in Ref. 2 is preferred. Your choice of Coca-Cola Zero Logo (Ref. 1 & 2) should be made based upon the application - visibility and legibility should always be maintained. 1. The Coca-Cola Zero Logo Lock-up should not be altered. 2. 3. 4. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards _Coca-Cola Zero Logo 2.08 Horizontal Safe Area The minimum required clear space forthe Coke Zero Horizontal Logo is equal to the height of the hyphen located between “Coca” and “Cola.” Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo 2.09 Lock-up Specifications Apply the standards below when pairing the Coca-Cola Zero Logo with the logo of another company for co-branding and partnership purposes. A legal line is a statement appearing in footnote form in an advertisement or on packaging that indicates the identity of the trademark owner. Generally, legal lines are recommended although no longer required for use on packaging, advertisements, POS and promotional materials for TCCC products when those are the only product trademarks depicted in the materials. However, if TCCC trademarks are depicted with trademarks for third party products, then use of a legal line is required. Please consult WKH7UDGHPDUN8VDJH5HTXLUHPHQWVFKDSWHUIRUIXUWKHU information. Horizontal Lock-ups The Coca-Cola Zero Logo must always sit to the left of the other logo. The clear space distance between the Coca-Cola Zero Logo and the other logo must be equal to 6 times the height of the hyphen connecting “Coca” and “Cola.” This clear space area is shown to the right as ‘6 h.’ 7KHFOHDUVSDFHEHJLQVDWWKHHQGRIWKHÀRXULVKRIWKH capital “C” in “Cola” and terminates at the leftmost edge of the other logo. $EODFNYHUWLFDOUXOHPXVWELVHFWWKHFOHDUVSDFHEHWZHHQ the two logos. 7KHKHLJKWRIWKHYHUWLFDOUXOHPXVWHTXDOWKHKHLJKWRIWKH Coca-Cola Zero Logo; i.e., the distance from the baseline of the Coca-Cola Zero Logo to top edge of the capital “C” in “Cola.” The baseline of the other logo must always sit even with the baseline of the Coca-Cola Zero Logo. The size height of the other logo must never exceed the height of the Coca-Cola Zero Logo. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Vertical Lock-ups 7KHCoca-Cola Zero Logo must always sit above the other logo. The clear space distance between the Coca-Cola Zero Logo and the logo beneath it must be equal to 6 times the height of the hyphen connecting “Coca” and “Cola.” This clear space area is shown to the right as ‘6 h.’ A black horizontal rule must bisect the clear space between the two logos. The width of the horizontal rule must equal the distance from the leftmost edge of the capital “C” in Coca to the rightmost edge of the ÀRXULVK of the capital “C” in “Cola.” The other logo must be centered directly beneath the center point of the Coca-Cola Zero Logo, as shown in the illustration at right. The size height of the other logo must never exceed the height of the Coca-Cola Zero Logo. Horizontal Lock-up Vertical Lock-up Consider the overall effect of the pairing of the Coca-Cola Zero Logo and the other logo when adjusting the size of the latter. If the Coca-Cola Zero Logo seems in any way overpowered by the other logo, reduce the size of the latter until a balanced pairing is achieved. Confidential: December 2009 Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo 2.10 20 Angled Logo This 20º angled Logo should only be used on temporary materials. The black background shown in Ref. 2 is preferred. Your choice of Logo (Ref. 1 & 2) should be made based upon the application. – Visibility and legibility should always be maintained. Please see application examples for guidance. 1. 20 Degr ees. 2. 3. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 4. Confidential: December 2009 Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo 2.11 20 Safe Area The minimum required clear space for the Coca-Cola Zero Logo is equal to the height of the hyphen located between “Coca” and “Cola.” Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo 2.12 20 Cropping & Position The Coca-Cola Zero Logo Lock-up and positions shown below are the 2 primary placements for the Logo to sit when not contained within the Contour Bottle. The Coca-Cola Zero Logo should be cropped off 2 edges as shown. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo 2.13 Clear Space, Minimum Size, ® Scaling, Cropping Clear Space Surround the Coke Zero Logo with clear space that is, at a minimum, equal to the width of the top of the “k” in “Coke.” Minimum Print Size )RUWKH6FULSWDWOHDVWPPLQFKHVZLGH For the TM: at least 1 mm (.04 inches) in diameter. Minimum Onscreen Size Display the Script at least 100 pixels wide and the TM at least 6 pixels in diameter. $OZD\VYLHZ3')VRIWKH%UDQG6WDQGDUGVDWIRU proper reference. ® Scaling Align the top edge of the TM with the top of the “o” in “Zero.” When using the Zero in smaller sizes, scale up the TM as needed to ensure legibility. Always scale the TM from the top edge. Make sure the clear space between the TM and the end of the “o” in “Zero” equals at least 1/4 of the diameter of the TM and that it is no further away than one full diameter of the TM. Clear Space = x Distance Minimum Print Size TM Scaling (Coca-Cola Zero Logo) Minimum Onscreen Size Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo 2.14 Horizontal Limited Use At right is a single line, horizontal version of the Coke Zero Logo which has been specifically designed with limited use in mind. Primarily, this version of the Logo should be used for shelf-strips, or in a horizontal format where space is limited and maximum impact is required. Your choice of Logo (Ref. 1 & 2) should be made based upon the application - visibility and legibility should always be maintained. 1. The Coke Zero Logo should not be altered. 2. 3. 4. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards_Coca-Cola Zero Logo 2.15 Horizontal Safe Area The minimum required clear space for the Coke Zero Horizontal Logo is equal to the height of the half-circle formed inside the top of “e” in “Zero.” Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards 2.17 Contour Bottle Symbol 'HVLJQHGLQWKH&RQWRXU%RWWOHV\PEROL]HV&RFD&ROD at a glance. This primary element of Brand language carries such strong emotional resonance and universal recognition that it is second in the world only to one other iconic trademark: the Coca-Cola Zero Logo. The Contour Bottle’s memorable curvilinear form, inspired by the shape of a cocoa-bean pod, is so iconic that it can be LGHQWL¿HGE\VLOKRXHWWHRUWRXFKDORQH Legendary industrial designer Raymond Loewy described the Contour Bottle as “a masterpiece” and “...one of the classics of packaging history.” Celebrated works by artists such as Warhol DQG5DXVFKHQEHUJUHÀHFWWKH&RQWRXU%RWWOH¶VLQGHOLEOHUROH as a cultural icon. The Contour Bottle remains one of our most modern yet timeless expressions of the uplifting experience of drinking a Coke. The Brand Standards include the two expressions of the Contour Bottle shown here. The bold simplicity of the Contour Bottle Symbol makes it an ideal choice for many touchpoints, including those where photography is not appropriate or necessary. Proper use of the Contour Bottle Symbol is addressed on the following pages. Refer to the Photography Art Direction section of this chapter regarding the proper use of the Contour Bottle Photo. Use only the approved versions of the Contour Bottle Symbol available on the Design Machine website. Contour Bottle Photo Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Contour Bottle Symbol Confidential: December 2009 Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol 2.18 Contour Bottle Symbol with Coca-Cola Zero Logo Usage The Contour Bottle Symbol with the 3D Coca-Cola Zero Logo is the standard for the Brand. 7KH'&RFD&ROD=HUR/RJRH[SUHVVHVWKHWUXHFXUYDWXUHRIWKH Contour Bottle. 1HYHUXVHWKH'&RFD&ROD=HUR/RJRHOVHZKHUHWKDQRQ the Contour Bottle Symbol. 1HYHUXVHD'&RFD&ROD=HUR/RJR ,IDQ,QWHUQDWLRQDO9DULDQWRIWKH&RFD&ROD=HUR/RJRLVWKH primary communication of the Brand for a market, it must be adapted to be consistent with the standard 3D form. .HHSWKHVKDSHSURSRUWLRQVSRVLWLRQLQJDQG/RFNXSRI the Coca-Cola Zero Logo exactly as shown in the Brand Standards. 2QDEODFN&RQWRXU%RWWOH6\PEROWKH6SHQFHULDQ6FULSW is Coke Red and “Zero” is white. 2QDZKLWH&RQWRXU%RWWOH6\PEROWKH6SHQFHULDQ6FULSW is Coke Red and “Zero” is black. 1RRWKHUFRORUVHYHQLIWKH\¶UHLQWKH%UDQGFRORUSDOHWWH are to be used. Exception For certain executions (e.g., Campaigns and Properties), the shape of the Contour Bottle Symbol can be formed by illustrations surrounding it. However, illustrations are not permitted inside the shape of the Contour Bottle Symbol. Caveats 7KHVKDSHRIWKH&RQWRXU%RWWOH6\PEROPXVWDOZD\V remain the same. 7KH&RQWRXU%RWWOH6\PEROPXVWDOZD\VEHVKRZQLQLWV entirety and never be cropped. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Confidential: December 2009 2.19 Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol Colors Show the Contour Bottle Symbol as either: %ODFNRQDZKLWHEDFNJURXQGRU :KLWHRQDEODFNEDFNJURXQG Caveat 7KH&RQWRXU%RWWOH6\PEROPXVWQHYHUEHVKRZQLQRWKHU colors, even if they’re in the Brand color palette. Black White Black Coke Red White Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol 2.20 Clear Space, Safe Area Clear Space Surround the Contour Bottle Symbol with clear space that is, at a minimum, the x-height of the “o” in “Cola.” This clear space area is shown at right as ‘x.’ The Contour Bottle Symbol must always be shown in its entirety and never be cropped. Safe Area The safe area is only relevant for the Contour Bottle Symbol’s position within the page; elements can surround it for other executions. Clear Space Exception Clear space can be omitted at the top for certain applications, such as fountain cups and stadium boardings. Do, however, keep the minimum clear space along the sides. Clear Space Safe Area Clear Space Exception Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol 2.21 Minimum Size 'RQRWVFDOHWKH&RQWRXU%RWWOH6\PEROEHORZWKHVH minimal sizes. Exception If an execution necessitates using a Contour Bottle Symbol slightly below minimum size, use only the version without the Script. The Script must never be shown smaller than these minimum sizes in order to assure legibility. 100 pixels PP $OZD\VYLHZ3')VRIWKH%UDQG6WDQGDUGVDWIRU proper reference. Minimum Print Size PPLQFKHVKLJK Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Minimum Onscreen Size 100 pixels high. Confidential: December 2009 Identity Standards: Core Brand Elements and Standards _Contour Bottle Symbol 2.22 Don’ts Do not use an older version of the Contour Bottle Symbol. This includes variants in existing Brand Elements. Do not add drop shadows or patterns behind the Contour Bottle Symbol. Do not add strokes or outlines to the Contour Bottle Symbol. Do not remove or separate the elements of the Contour Bottle Symbol. Do not add elements to the Contour Bottle Symbol. Do not alter the Spencerian Script on the Contour Bottle Symbol. Do not rotate the Contour Bottle Symbol. Do not scale/resize the Contour Bottle Symbol disproportionately. Do not skew the Contour Bottle Symbol or create false perspectives. Do not distort the Contour Bottle Symbol. Do notXVHXQVSHFL¿HGFRORUV Do not place the Contour Bottle Symbol on unapproved colors. Do not place the Contour Bottle Symbol in enclosing shapes of color (unless they are full-EOHHG¿HOGV of color). Do not ignore the clear space, alignment or cropping rules for the Contour Bottle Symbol. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards 2.23 Dynamic Ribbon The Dynamic Ribbon* – often called the Coke “wave” – was LQWURGXFHGWRWKHSXEOLFLQDVSDUWRIDQHZORRNIRU Coca-Cola. It is a graphic representation of the space between two Coca-Cola bottles situated side by side. With its qualities of motion and continuity, the Dynamic Ribbon can be used to: 6XJJHVW³LQ¿QLWHÀRZÉ\VSDQQLQJOD\RXWV 3URYLGHEDODQFHWROD\RXWVFRQWDLQLQJPRUHVXUSULVLQJ Brand Elements. 6HUYHDVDSRZHUIXOFRQQHFWLQJGHYLFHQRWRQO\EHWZHHQ Elements, but across executions. In the hierarchy of Brand Elements, the Dynamic Ribbon follows the Coca-Cola Zero Logo and Contour Bottle Symbol. While this distinctive Element is familiar to some, its meaning and relationship to the Coca-Cola Zero Brand is not always immediate.eep this in mind when considering use of the Dynamic Ribbon, which is purely optional. Refer to the following pages and the Trademark Usage Requirements chapter .0) for standards VSHFL¿F to the Dynamic Ribbon. Use only the approved versions of the Dynamic Ribbon available on the Design Machine website. * While typically known as the Dynamic Ribbon, the legal trademark name is Dynamic Ribbon Device. Consult with your local legal counsel for usage guidance. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon 2.24 Cropping 6OLJKWFURSSLQJPD\EHQHFHVVDU\EHFDXVHWKH'\QDPLF Ribbon needs to bleed off an execution. &URSWKH'\QDPLF5LEERQHYHQOy, with a maximum RIRQHDFKVLGHIRUH[HFXWLRQVWKDWKDYHVSDFH limitations and when maximum Ribbon impact is necessary. PD[LPXPFURSSLQJRI5LEERQFURSHYHQO\±QRPRUHWKDQIURPHLWKHUHQG Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 2.25 Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon Colors, Usage Colors )RUVXVWDLQLQJH[HFXWLRQVXVHRQO\VLOYHU 'RQRWXVHSDWWHUQVRURWKHU¿OOLQOLHXRIWKHDSSURYHG solid colors. Exception )RUPHGLDLQZKLFKFRORULVQRWDQRSWLRQHJDEODFNDQG white print ad), use the restricted-use Dynamic Ribbon as shown at right. Usage Use the Dynamic Ribbon alone or as a connecting device with other design elements. Do not alter the distinctive shape of the Dynamic Ribbon from the approved form as shown in the Brand Standards. Do not crop the Dynamic Ribbon more than from either end. 'RQRWRYHUODSWKH'\QDPLF5LEERQPRUHWKDQZKHQ using it with other Brand Elements or graphics. Do not cross a section of the Dynamic Ribbon with a design element in a manner that obscures the identifying “thickest-thin-thick” rhythm of its form. If approved usage of the Dynamic Ribbon excludes the Coca-Cola Zero Logo, a ® must be included as shown on this page. Dynamic Ribbon Silver on a white background. Restricted-use Dynamic Ribbon Black on a white background. Silver White Black White Dynamic Ribbon White on a black background. Dynamic Ribbon Silver on a white background with ®. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon 2.26 Lock-up Specifications Align hyphen with the “z” in Zero The Lock-up of the Dynamic Ribbon and Coca-Cola Zero Logo creates a perfectly balanced tension between Brand icons that represent both modernity and heritage. Space Ratio Between the Coca-Cola Zero Logo and Ribbon When using the Coca-Cola Zero Logo with the Dynamic Ribbon, the space between the two must be “hyphen height” – i.e., equal to the height of the hyphen connecting “Coca” and “Cola.” 7KH&RFD&ROD=HUR/RJRLVDOZD\VFHQWHUHGRYHUWKH middle of the Dynamic Ribbon. 7KH'\QDPLF5LEERQDQGWKH&RFD&ROD=HUR/RJR never overlap. 4h Space between the Zero and Ribbon = h Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 2.27 Identity Standards: Core Brand Elements and Standards_Dynamic Ribbon Don’ts Do not alter or distort the Dynamic Ribbon in any way. Do not overlap the Dynamic Ribbon in any way with a Brand Element. Do not allow design elements to cover more than of the Dynamic Ribbon or obscure its identifying “thickest-thin-thick” rhythm. Do not use any colors other than black or white for sustaining executions (Exception: temporary use on Campaigns and with Properties.) Do not omit the ® from the Dynamic Ribbon if using it without the Coca-Cola Zero Logo. Do not rotate the Dynamic Ribbon, except for 90° counterclockwise rotations. Do not add highlights or drop shadows to the Dynamic Ribbon. Do not crop the Dynamic Ribbon PRUHWKDQIURPHLWKHUHQG Do not crop Dynamic Ribbon unevenly. Do notµÀRDW’ the Dynamic Ribbon within a design. The only allowable exception is in lock-up executions with the Coca-Cola Zero Logo (i.e., packaging). Do not alter the proper space ratio for locking up the Dynamic Ribbon and the Coca-Cola Zero Logo. Do not move the Coca-Cola Zero Logo to an off-center position when creating a lock-up with the Dynamic Ribbon. Do not alter the standard proportions provided for the Dynamic Ribbon with the Coca-Cola Zero Logo. Do not use older versions of the Dynamic Ribbon. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards 2.28 Arden Square The Arden Square is the namesake of designer Elizabeth Arden, who also created the Dynamic Ribbon. It was introduced to the public in 1969. The original design of the Arden Square was an ingenious blending of three elements distinctive to Coca-Cola: The Spencerian Script, the Dynamic Ribbon and Coke Red. Similarly, the Coca-Cola Zero Brand's Arden Square blends three featured elements: The Coca-Cola Zero Logo, the Dynamic Ribbon and black. Its exceptional scalability enables bold and simple branding on virtually any medium. In fact, the Coca-Cola Company $UGHQ6TXDUHPDGHIDVKLRQKLVWRU\LQWKHHDUO\ VZKHQ it was applied in a checkerboard style to bell-bottom pants and other popular items of apparel. More than thirty years later, the Arden Square is still used to capture consumers' attention, albeit in more traditional applications. Refer to the following pages for the standards specific to the Arden Square. Use only the approved versions of the Coca-Cola Zero Arden Square available on the Design Machine website. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 2.29 Identity Standards: Core Brand Elements and Standards_ Arden Square Colors There is only one color execution for the Coca-Cola Zero Arden Square: Coke Red, white and silver on a black background, as shown at right. Exception For media in which color is not an option (e.g., a black-andwhite print ad), use the restricted-use Arden Square: white on a black background, as shown at far right. Exception Black Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Coke Red Silver White Black White Confidential: December 2009 2.30 Identity Standards: Core Brand Elements and Standards_ Arden Square Clear Space, Minimum Size Clear Space Surround the Arden Square with clear space that is, at a minimum, the distance from the bottom of the “o” to the top of the “C” in “Coca.” This clear space area is shown at right as ‘x.’ Minimum Print Size )RUWKH$UGHQ6TXDUHDWOHDVWPP LQFKHVZLGH )RUWKH70DWOHDVWPPLQFKHVLQGLDPHWHU Minimum Onscreen Size 'LVSOD\WKH$UGHQ6TXDUHDWOHDVWSL[HOVZLGHDQG the ® at least 6 pixels in diameter. $OZD\VYLHZ3')VRIWKH%UDQG6WDQGDUGVDW for proper reference. TM Scaling $SSO\WKHThe Coca-Cola Zero Logo TM scaling rules specified on the ‘Clear Space, Minimum Size, TM Scaling, Cropping’ page in this chapter. Clear Space = x Distance Minimum Print Size Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Minimum Onscreen Size Confidential: December 2009 Identity Standards: Core Brand Elements and Standards_ Arden Square 2.31 Don’ts Do notXVHXQVSHFL¿HGFRORUVRIWKH Arden Square. Do not alter the shape or proportions of the Arden Square in any way. Do not use the restricted version of the Arden Square, except as VSHFL¿HG on the ‘Colors’ page in this chapter. Do not ignore the clear space rules for the Arden Square. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Do not change the placement of the Dynamic Ribbon in the Arden Square. Do not alter the proper space ratio of the lock-up of the Dynamic Ribbon and the The Coca-Cola Zero Logo. Do not use an older version of the Arden Square. Confidential: December 2009 2.32 Identity Standards: Core Brand Elements and Standards Color Palette Consumers almost universally identify the very sight of black with Coca-Cola Zero. Remember their mindset when working with the Brand color palette: See black, think Coca-Cola Zero! 4 Primary Brand Colors: Usage Black must predominate all executions. Black 0XVWDSSHDULQDOOH[HFXWLRQVLQVRPHIRUPEDFNJURXQG Contour Bottle Symbol, et al. 0XVWDOZD\VEHWKHGRPLQDQWFRORULQDQH[HFXWLRQ Coke Red Use it sparingly to create dynamic framing that empowers the Black communication, keeping it fresh, bold and surprising. Silver and White Give top consideration when choosing secondary Brand colors to support the primary Brand colors. Black Coke Red Silver White PMS = Black PMS = (no equivalent) PMS = Opaque White PMS = Opaque White C = 0, M = 0, Y . C = 4, M = 100, Y . C = 0, M = 0, Y . C = 0, M = 0, Y . R = 0, G = 0, B = 0 R = 244, G = 0, B = 9 5 * % 5 * % Hex = 000000 Hex = F40000 Hex = FFFFFF PMS is a registered trademark of Pantone,® Inc. The colors shown on this page and throughout this document are not intended to match the 3DQWRQH&RORU6WDQGDUGV)RUDFFXUDWHVWDQGDUGVUHIHUWRWKHFXUUHQWHGLWLRQRIWKH3DQWRQH&RORU6SHFL¿HU*XLGH Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 2.33 Identity Standards: Core Brand Elements and Standards_Color Palette Don’ts pick me up pick me up Do not use unapproved colors. Do not screen or tint the Brand colors. Do not omit Coke Red from layouts. Do not create layouts in which black or red are not the dominant colors. Do not use secondary Brand colors as primary Brand colors. Do notFKDQJHWKHVSHFL¿HGFRORU breakdowns of the Brand colors. Do not use breakdowns from previous editions of the Brand Standards. Do not add gradients or multiple tones of color to the Brand colors. Do notXVH&0<.FRORUVLIVSRWFRORU printing is available. Do notXVH&0<.EUHDNGRZQVLQ onscreen executions; use RGB or HEX breakdowns instead. Do not ignore the color rules speci¿c to each Element in the Brand Standards. Do not use unapproved colors for the The Coca-Cola Zero Logo. Do not add gradients or multiple tones of color to the Brand colors. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards 2.34 Typography The Brand Standards use the Gotham font family. This font family can be purchased at www.typography.com. Where local character language sets prohibit its use, the local market Group should set and communicate a standard that is as close a representation to the Gotham typeface as possible. Primary Font Gotham Bold should be used for headlines on all executions and Brand communications. Body Copy Gotham Book should be used for body copy on all Brand communications. Secondary Font Gotham Medium should be used for functional messages only, such as pricing or a call to action. Substitute Font When Gotham is unavailable, the Arial font may be used as a replacement for internal communications or html text only. Arial should never be used in consumer executions. Usage Rights The Coca-Cola Company does not have global rights to any of the Brand fonts. Gotham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Gotham Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Gotham Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIabcdefghi0123456789 Arial Bold ABCDEFGHIabcdefghi012349 Arial Book Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards_Typography 2.35 Headlines and Body Copy Headlines 6KRXOGDOZD\VEHVHWLQORZHUFDVHW\SH 6KRXOGQHYHUEHVHWLQDOOFDSV .HUQLQJ Body Copy 6KRXOGDOZD\VEHVHWZLWKOHDGLQJDWRIWKHIRQW size. For example, 10 pt. type with 12 pt. leading or 9 pt. type with 11 pt. leading (as shown right center). Should not be kerned more tightly or loosely than a “0” setting. 6KRXOGDOZD\VXVHVHQWHQFHFDSLWDOL]DWLRQUXOHV May align ÀXVK left, ÀXVK right or centered as appropriate. Pricing and Call-to-Action Copy May vary in point size to create impact. Call-to-action copy should always be set in all lowercase. Currency symbols should be reduced to of the total height of the numbers. Use Gotham Medium for the offer and sub-head. Use Gotham Bold for the price. gotham bold headline Gotham Book: 9 pt. type with 11 pt. leading. This is an example of how to set type for Coca-Cola Zero body copy. This is 9 pt. Gotham Book with 11 pt. leading. This is an example of how to set type for Coca-Cola Zero body copy. This is 9 pt. Gotham Book with 11 pt. leading. Gotham Book: 10 pt. type with 12 pt. leading. This is an example of how to set type for Coca-Cola Zero body copy. This is 10 pt. Gotham Book with 12 pt. leading. This is an example of how to set type for Coca-Cola Zero body copy. This is 10 pt. Gotham Book with 12 pt. leading $3.99 sub-head Coca-Cola Zero | Brand Identity and Design Standards_v1.0 offer $3.99 sub-head Confidential: December 2009 2.36 Identity Standards: Core Brand Elements and Standards_Typography Don’ts decisions, decisions ... Any font other than Gotham Bold as the primary font. Do not use fonts other than those in the Gotham family for consumerfacing executions. Do not use Arial in consumer-facing executions. Do not use any font other than Gotham Bold as the primary headline font. Don’t use Gotham Medium for body copy. Don’t use Gotham Medium for body copy. Don’t use Gotham Medium for body copy. Don’t use Gotham Med ium for body copy. Don’t use Gotham Medium for body cop y. Don’t use Gotham Medium for body copy. Don’t use Goth am Medium for body copy. Do n’t use Gotham Medium for bo dy copy.Don’t use Gotham Me dium for body copy. Don’t use Do not use Gotham Medium for body copy. 5]bVO[1]\RS\aSR W\OZOÙSaÔQS Do not use Gotham Condensed. don’t use lowercase-only typography for long headlines or sentences. don’t use lowercase-only typography for long headlines or sentences. don’t use lowercase-only typography for long headlines or sentences. don’t use lowercase-only typography for long headlines or sentences. don’t use lowercaseonly typography for long headlines or sentences. don’t use lowercase-only typography for long headlines or sentences.don’t use lowercase-only typography for long headlines or sentences. don’t use lowercase-only typography for long headlines or sentences. don’t use lowercase-only typography for long headlines or sentences. don’t use lowercase-only typography for long headlines Do not use lowercase-only typography or sentences. don’t use lowercase-only typography for long headlines or sentences. for long headlines or sentences. don’t use lowercaseonly typography for long headlines or sentences. don’t use lowercase-only typography for long headlines or sentences.don’t use lowercase-only typography for long headlines or sentences. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards_Backgrounds 2.37 Backgrounds: Flat Colors Use the backgrounds shown at right to emphasize a communication as well as the elements within it. Follow the standards below to ensure consistency for the Brand within a functional, flexible range of applications. Black Background Color Black is the primary background color. 8VHLWLQDVLPSOHDQGEROGZD\WRPDNHDQLPPHGLDWHDQG familiar connection with the consumer and leverage our ‘ownership’ of black. Black background White background Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards_Photography 2.38 Product Photography Art Direction Coca-Cola Zero is nearly impossible to describe. The product drives immediate craving for the liquid. Coca-Cola Zero product photography should drive a desire for the uniqueness of the ice cold liquid, the smooth familiarity of the Contour Bottle, the multi-sensorial drinking experience and the refreshing uplift Coca-Cola Zero provides – physically and emotionally. Photography of the product should elicit the following types of reactions from consumers: &ROGDQGIL]]\ 6HQVXDODQGVRIW 3ULFNO\DQGVKDUS 5HIUHVKLQJ 6XUSULVLQJ 5HOD[LQJ 'LVSRVLWLRQEULJKWHQLQJ 8QOLNHDQ\WKLQJRQWKHSODQHW Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards_Photography_Product Photography Art Direction 2.39 Contour Glass Bottle Photography Gold Standard Contour Glass Bottle Photo The Contour Bottle photo is a primary trademark for the Coca-Cola Zero Brand and the standard by which all future photography should be measured. Use this Bottle photo for all product hero photography. However, if other Bottle perspectives or angles are needed, use this photo and the art direction outlined below as a photography guide for Bottle shape, graphics, lighting, condensation, ice, product color and glass color. Approach $OZD\VSUHVHQWWKHSURGXFWDVKHUR 0DNHVXUHHDFKSURGXFWVKRWFRQYH\VDIHHOLQJRI ice-cold refreshment and uplift – capturing that “PSHTTTTTT” moment when the Bottle is uncapped. 5HPHPEHUWKDWWKHSURGXFWDGGVLFRQLFYDOXH 5HPHPEHUWKDWWKHSURGXFWVKRWPDNHVDYLVXDO invitation to consumers to purchase and consume the product. Bottle Graphics %RWWOHPRFNXSVVKRXOGEHGHYHORSHGIRUDOO photography of the Bottle in order to maximize the size and impact of the Coca-Cola Zero Logo. Bottle Shape and Color 7KH1RUWK$PHULFDR]%RWWOHLVXVHGIRUWKH*OREDO Standard Contour Bottle photo and is the best representation of the Contour Bottle shape, color and formation of flutes. 7KLV%RWWOHVKRXOGEHXVHGIRUDOOKHURSURGXFW SKRWRJUDSK\DQGFDQEHREWDLQHGIURPD1RUWK America Bottle supplier. Angle 3URGXFWVVKRXOGEHSKRWRJUDSKHGIURQWRQDWH\HOHYHO with very little perspective so that the bottoms of the products are flat and can be aligned next to each other as a range. :KLOHDVWUDLJKWRQDSSURDFKLVSUHIHUUHGDOWHUQDWH perspectives are permitted in special cases where straight-on doesn’t match the perspective needed. Product Color &RFD&ROD=HURSURGXFWVKRXOGKDYHDQRYHUDOOFRODFRORU but should include areas of highlight (sunset oranges and yellows) and darkness (dark chocolate) with hints of caramel and deep red tones. 7KHULJKWSURGXFWFRORUIRUSKRWRJUDSK\FDQEH achieved with a mix of product and water. 7KHOLTXLGPXVWQRWEHRSDTXHQRUDVLQJOHFRORU or shade. :KHQWKHFDSLVRIIEHVXUHWRFDSWXUHWKHXSOLIWLQJ bubbles to indicate the ‘pshttttt’ of a freshly-opened bottle. $OZD\VUHIHUHQFHWKH*ROG6WDQGDUG&RQWRXU%RWWOH photo for the ideal expression of the Coca-Cola Zero product. Lighting 7KHYDULRXVSURGXFWWRQHVFDQEHDFKLHYHGE\SODFLQJ a chrome reflective card directly behind the product and using 2 soft boxes for the front lighting and a soft light for back lighting. Refreshment Cues &RQGHQVDWLRQDQGLFHFDQEHXVHGWRDGGUHIUHVKPHQW but should be used sparingly and have the right balance. Style &OHDQVLPSOHDQGEROG 'HYRLGRIH[WUDQHRXVHOHPHQWV Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards_Photography_Product Photography Art Direction 2.40 Photography Details Uplifting Product Bubbles Maximize Script Size Correct Balance of Condensation Maintain Darks and Highlights Condensation Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards: Core Brand Elements and Standards_Photography_Product Photography Art Direction 2.41 Cans, PETs, Other Packaging Style $VZLWKWKH&RQWRXU%RWWOHPDNHWKHSKRWRJUDSKFOHDQ VLPSOHDQGEROG .HHSWKHVKRWGHYRLGRIH[WUDQHRXVHOHPHQWV 8VHUHIOHFWLRQVDW\RXUGLVFUHWLRQ&RQVLGHUZKDWEHVW VXLWVHDFKDSSOLFDWLRQ Angles $QJOHVKRXOGEHVWUDLJKWRQDWH\HOHYHOZLWKYHU\OLWWOH SHUVSHFWLYH7KLVDOORZVWKHERWWRPVRIWKHSURGXFWVWREH IODWDQGDOLJQHGQH[WWRHDFKRWKHUDVDUDQJH ,QVSHFLDOFDVHVZKHUHDVWUDLJKWRQDSSURDFKGRHVQ¶W PDWFKWKHSHUVSHFWLYHDOWHUQDWHSHUVSHFWLYHVDUHSHUPLWWHG $PRUHKHURLFSURGXFWDQJOHFDQEHXVHGZKHQLWEHWWHU VXLWVDJLYHQH[HFXWLRQHJFDQSKRWRVRQDIULGJHSDFN Product Color &RFD&ROD=HURSURGXFWVKRXOGKDYHDQRYHUDOOFRODFRORUEXW VKRXOGLQFOXGHDUHDVRIKLJKOLJKWVXQVHWRUDQJHVDQG\HOORZV DQGGDUNQHVVGDUNFKRFRODWHZLWKKLQWVRIFDUDPHODQG GHHSUHGWRQHV 7KHOLTXLGPXVWQRWEHRSDTXHQRUDVLQJOHFRORURUVKDGH :KHQWKHFDSLVRIIEHVXUHWRFDSWXUHWKHXSOLIWLQJEXEEOHV WRLQGLFDWHWKHµSVKWWWWW¶RIDIUHVKO\RSHQHG%RWWOH 5HIHUHQFHWKH*ROG6WDQGDUG&RQWRXU*ODVV%RWWOHSKRWR IRUWKHLGHDOH[SUHVVLRQRIWKH&RFD&ROD=HURSURGXFW Refreshment Cues &RQGHQVDWLRQDQGLFHFDQEHXVHGWRDGGUHIUHVKPHQWEXW VKRXOGEHXVHGVSDULQJO\DQGKDYHWKHULJKWEDODQFH :KHQSKRWRJUDSKLQJFDQVDQG3(7VWRJHWKHUPDNHVXUHWKDW WKHUHIUHVKPHQWFXHVDUHSODFHGUDQGRPO\DQGYDU\LQVL]H DQGVKDSHLQVWHDGRIFRYHULQJWKHHQWLUHSURGXFWIRU HDFKSURGXFWVKRZQ 3DFNDJLQJSKRWRVSODFHGZLWKLQRWKHUSDFNDJLQJLHWKHFDQ SKRWRRQWKHIULGJHSDFNVKRXOGEHSKRWRJUDSKHGZLWK FRQGHQVDWLRQWRFRXQWHUEDODQFHWKHPRUHLFRQLF(OHPHQWV RIWKHRYHUDOOGHVLJQ Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Package Design Standards &RQ¿GHQWLDO_ 7KH&RFD&ROD&RPSDQy. All Rights Reserved. 3.0 Confidential: December 2009 Packaging Design Standards 3.01 Contents Packaging: Graphic Design Standards....................................... 3.02 Overview ................................................................................ 3.03 Package Framework............................................................... 3.04 Package Archetype 3DFNDJH$UFKHW\SH6XVWDLQLQJ............................................ 3DFNDJH$UFKHW\SH7KHPDWLF............................................. Essentials of the Coca-Cola Zero Label .................................. 3.07 Printing Black 3ULQWLQJ%ODFNRQ/DEHOV....................................................... 3ULQWLQJ%ODFNRQ3DSHUERDUG............................................... 3ULQWLQJ%ODFNRQ&OHDU6KULQN:UDS..................................... 3ULQWLQJ%ODFNRQ*ODVV%RWWOHV ............................................ %ODFN&ORVXUHV..................................................................... Color Measurement, Evaluation and Calibration 0HDVXULQJ&RORU7HPSHUDWXUH.............................................. 9LVXDO&RORU(YDOXDWLRQ........................................................ 1XPHULF&RORU0HDVXUHPHQW................................................ &DOLEUDWLRQDQG&HUWLILFDWLRQ................................................. Sustaining Coca-Cola Zero Packaging Templates .................. 3.17 R]&DQ .......................................................................... 0/3(7......................................................................... /3(7................................................................................ ....... R]$OXPLQXP%RWWOH$&/%RWWOHV&RORUDQG&RORU R]&DQ)ULGJH3DFN....................................................... 3DSHU&XS .......................................................................... &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Packaging: Form Design Standards .......................................... 3.24 The Standard Contour Bottle Form ........................................ 3.25 Industrial Design Principles for Packaging Form .................... 3.26 Elements of the Contour Bottle .............................................. 3.27 Understanding the Contour Bottle .......................................... 3.28 &RQWRXU%RWWOH(OHPHQWV$SSOLHG......................................... 'HILQLQJ(OHPHQWV............................................................... Achieving the Contour Bottle ................................................. 3.31 *ODVV'R¶V......................................................................... ....................................................................... *ODVV'RQ¶WV *ODVV6FDOLQJ..................................................................... 3(7'R¶V........................................................................... 3(7'RQ¶WV......................................................................... 3(7'R¶VDQG'RQ¶WV.......................................................... 3(76FDOLQJ.............................................................. $OXPLQXP'R¶V .................................................................. $OXPLQXP'RQ¶WV................................................................ $OXPLQXP6FDOLQJ.............................................................. Contour Bottle Construction................................................... 3.43 2YHUDOO3URSRUWLRQ6FKHPDWLF............................................. 2YHUDOO3URSRUWLRQ'R¶VDQG'RQ¶WV...................................... &RQWRXUHG6KRXOGHU'R¶VDQG'RQ¶WV.................................. )OXWHV'R¶VDQG'RQ¶WVORFDWLRQ......................................... )OXWHV'R¶VDQG'RQ¶WVIUHTXHQF\..................................... )OXWHV'R¶VDQG'RQ¶WVVHFWLRQ.......................................... 3LQFK:DLVW'R¶VDQG'RQ¶WVIRUPDW.................................. ............. 3.51 Executional Constraints for Glass, PET and Aluminum Material and Process Considerations .......................... 3 2YHUYLHZRI([HFXWLRQDO&RQVWUDLQWV.................................... Confidential: December 2009 Packaging Design Standards 3.02 Packaging: Graphic Design Standards The Brand Identity and Design Standards support a unified Trademark strategy for Coca-Cola, Diet Coke/Coca-Cola light and Coca-Cola Zero. It is based on the use of iconic Brand Elements, central to which are the Coca-Cola Zero Logo, the Contour Bottle, the Dynamic Ribbon and solid background colors. The following pages provide guidance on using these Elements to consistently execute the strategy in your market. &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU Packaging Design Standards_Graphic Design Standards 3.03 Overview 7KH&RFD&ROD7UDGHPDUN3DFNDJLQJ6\VWHPLVIXQGDPHQWDO WRDFKLHYLQJDWLPHOHVVEROGVLPSOHDQGXQLILHGH[SUHVVLRQ RIEUDQGLGHQWLW\DQGPHDQLQJ7KURXJKLWVSURSHUDSSOLFDWLRQ DFURVV&RFD&ROD'LHW&RNe/&RFD&RODOLJKWDQG&RFD&ROD=HUR ZHLQFUHDVHGLIIHUHQWLDWLRQVKHOILPSDFW%UDQGFRQVLVWHQF\VFDOH and cultural relevance – all vital to a strong leadership position. $QLFRQLFGHVLJQDSSURDFKWRWKH&RFD&ROD=HUR/RJRDQGWKH '\QDPLF5LEERQ±WZRRIWKH%UDQG¶VPRVWUHFRJQL]HG WUDGHPDUNV±IRUPVWKHYLVXDOFRUHRIWKH&RFD&ROD=HUR 3DFNDJLQJ6\VWHP,QWKHSDJHVWKDWIROORZWKHVHNH\%UDQG (OHPHQWVILQGDXWKHQWLFH[SUHVVLRQWKURXJKDVWUDWHJLF IUDPHZRUNRIEROGVLPSOLFLW\DQGRZQLQJEODFN $OOWKHGHVLJQHOHPHQWVQHHGHGWRFUHDWHVXFFHVVIXOSDFNDJLQJ H[HFXWLRQVIRU&RFD&ROD=HURDUHVKRZQLQWKLV6\VWHP $SSURYHGGLJLWDOILOHVRIFXVWRPL]DEOHJUDSKLFVDQGGHVLJQ WHPSODWHVIRU3DFNDJLQJDUHDYDLODEOHRQWKH'HVLJQ0DFKLQH ZHEVLWHDWZZZFRFDFRODGHVLJQPDFKLQHFRP3OHDVHXVHRQO\ the approved versions supplied there. &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU Packaging Design Standards_Graphic Design Standards 3.04 Package Framework 7KHVWUDWHJLFIUDPHZRUNIRUWKH&RFD&ROD=HUR3DFNDJLQJ 6\VWHPSURYLGHVDXQLILHGDSSURDFKIRU 6XVWDLQLQJLHSHUPDQHQWH[HFXWLRQV &DPSDLJQWHPSRUDU\H[HFXWLRQV 3URSHUWLHVWHPSRUDU\H[HFXWLRQV BVA Design Principles Identity Standards (Core Brand Elements and Standards) Uniting them all is a design structure that ensures the FRQVLVWHQF\QHHGHGWROHYHUDJH%UDQGHTXLW\ZKLOHRIIHULQJ VLWXDWLRQDOIOH[LELOLW\ Design Standards (Core Brand Elements and Standards) Sustaining Campaigns Properties Promotions &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU Packaging Design Standards_Graphic Design Standards_Package Archetype 3.05 Package Archetype: Sustaining Front Panel: Fixed 7KH&RFD&ROD=HUR/RJRPXVWDOZD\VEHSUHVHQWDQG DSSHDUDVVKRZQDWULJKW 7KH'\QDPLF5LEERQPXVWEHSUHVHQWRQDOOODEHOV H[FHSW$&/JODVVERWWOHVZKHUHVSDFHSHUPLWV 7KH'\QDPLF5LEERQLVRSWLRQDORQWKHDOXPLQXP Contour Bottle. 'RQRWPRYHUHVL]HRUDOWHUWKH&RFD&ROD=HUR/RJRRU5LEERQ 'RQRWFKDQJHWKHLUSODFHPHQWUHODWLYHWRRQHDQRWKHU 'RQRWUHSODFHWKHPZLWKRWKHUHOHPHQWV LegalText: xxx xxxx xxxxx xxxxx xxxxx xxxxx xxxx xxxx xxx xxxx Visit www.Coca-Cola.com CONTENT LINE Front Panel Middle Panel Back Panel: Fixed $OZD\VLQFOXGHWKHVHHOHPHQWV 6HFRQGDU\/RJR 1XWULWLRQDOLQIRUPDWLRQ 3URGXFWEDUFRGH 5HF\FOHV\PERO Back Panel Description: xxx xxxx xxxx xxxxx xxxx xxxx *While typically known as the Dynamic Ribbon, the legal trademark name is Dynamic Ribbon Device. Consult with your local legal counsel for usage guidance. Legal Text: xxx xxxx xxxxx xxxxx xxxxx xxxxx xxxx xxxx xxx xxxx Ingredients: xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx xxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxx Middle Panel: Fixed 7KH&RFD&ROD=HUR/RJRDQGWKH'\QDPLF5LEERQPXVW DOZD\VEHSUHVHQWDQGDSSHDUDVVKRZQ 'RQRWPRYHUHVL]HRUDOWHUWKHP 'RQRWFKDQJHWKHLUSODFHPHQWUHODWLYHWRRQHDQRWKHU 'RQRWUHSODFHWKHPZLWKRWKHUHOHPHQWV $Q,QWHUQDWLRQDO9DULDQWRIWKH&RFD&ROD=HUR/RJRPD\EH used on this panel only. Description: xxx xxxx xxxx xxxxx xxxx xxxx Ingredients:xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx xxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxx Panel order may change by market; revise order as needed. www.Coca-Cola.com Content Line &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU Packaging Design Standards_Graphic Design Standards_Package Archetype 3.06 Package Archetype: Thematic Panel order may change by market; revise order as needed. 7KH&RFD&ROD=HUR/RJRPXVWDOZD\VEHSUHVHQWDQGDSSHDU DVVKRZQDWULJKW 7KH'\QDPLF5LEERQPXVWEHSUHVHQWRQDOOODEHOVH[FHSW $&/ZKHUHYHUWLFDOVSDFHLVOLPLWHG 7KH'\QDPLF5LEERQLVRSWLRQDORQWKHDOXPLQXP Contour Bottle. 'RQRWPRYHUHVL]HRUDOWHUWKH&RFD&ROD=HUR/RJRDQG Ribbon or their placement relative to one another. 'RQRWRYHUODSPRUHWKDQRIWKH&RFD&ROD=HUR/RJRRUWKH 5LEERQZLWKDWKHPDWLFGHVLJQ Description: xxx xxxx xxxx xxxxx xxxx xxxx LegalText: xxx xxxx xxxxx xxxxx xxxxx xxxxx xxxx xxxx xxx xxxx Middle Panel: Flexible 7KH'\QDPLF5LEERQPXVWDSSHDUEXWPD\EHVOLJKWO\VKLIWHG WRWKHULJKWRUOHIW 7KH&RFD&ROD=HUR/RJRLVDQRSWLRQDOGHVLJQHOHPHQWDQGPD\ be replaced by thematic designs on this panel only. 'RQRWRYHUODSPRUHWKDQRIWKH&RFD&ROD=HUR/RJRRUWKH '\QDPLF5LEERQZLWKDWKHPDWLFGHVLJQ Ingredients:xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx xxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxx Front Panel: Fixed Visit www.Coca-Cola.com webaddresshere.com Content Line Front Panel Middle Panel Back Panel $OZD\VLQFOXGHWKHVHHOHPHQWV &RFD&ROD=HUR/RJR 1XWULWLRQDOLQIRUPDWLRQ 5HF\FOHV\PERO 3URGXFWEDUFRGH Description: xxx xxxx xxxx xxxxx xxxx xxxx While typically known as the Dynamic Ribbon, the legal trademark name is Dynamic Ribbon Device. Consult with your local legal counsel for usage guidance. Legal Text: xxx xxxx xxxxx xxxxx xxxxx xxxxx xxxx xxxx xxx xxxx Ingredients: xxxxx xxxxxx xxx xxxxx xxx xxxxx xxx xxxxx xxxxx xxxx xxxx xxx xxxx xxx xxxx xxx xxxx xxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxx Back Panel: Fixed www.Coca-Cola.com webaddresshere.com Content Line &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU Packaging Design Standards_Graphic Design Standards 3.07 Essentials of the Coca-Cola Zero Label Coca-Cola Zero Logo 7KH&RFD&ROD=HUR/RJRLVWKHFRUQHUVWRQHGHVLJQHOHPHQWRI WKH7UDGHPDUN3DFNDJLQJ6\VWHP%HLQJµXWWHUO\IDPLOLDU¶ZLWK the &RFD&ROD=HUR/RJRDOORZVXVEHFRQWLQXDOO\VXUSULVLQJ ZLWKRWKHUHOHPHQWV7KH6FULSWPXVW $OZD\VEHSUHVHQWDQGWKHPRVWSUHGRPLQDQW(OHPHQW $OZD\VEHXVHGLQLWVRULJLQDOIRUPDVVKRZQLQWKLV6\VWHP ZLWKRXWDQ\GURSVKDGRZVRXWOLQHVRUDOWHUDWLRQVRIDQ\NLQG $OZD\VEHVFDOHGWRILOOWKHVSDFHLQZKLFKLWLVSODFHGDV VKRZQLQWKHLOOXVWUDWLRQ $OZD\VEHVKRZQDV&RNH5HGDQGZKLWHRQD black background. 1HYHUEHXVHGLQRWKHUFRORUVZKHWKHURUQRWWKH\DUHLQWKH Brand color palette. Dynamic Ribbon 7KH'\QDPLF5LEERQLVXVHGWRVXSSRUWWKH%UDQGFRORUVDQG WRKHOSFRPPXQLFDWHWKHYDULRXVIODYRUV ,WPXVWDOZD\VEHSUHVHQWDQGEHXVHGLQLWVRULJLQDOIRUPDV VKRZQLQWKLV6\VWHPZLWKRXWDQ\GURSVKDGRZVRXWOLQHVRU DOWHUDWLRQVRIDQ\NLQG 7KH/RFNXSIRUWKH'\QDPLF5LEERQDQGWKH&RFD&ROD=HUR /RJRLVIL[HGDQGPXVWQRWEHFKDQJHG ±7KH&RFD&ROD=HUR/RJR must be centered over the PLGGOHRIWKH'\QDPLF5LEERQ)RUGHWDLOHGJXLGDQFHRQWKH FRUUHFW/RFNXSRIWKH&RFD&ROD=HUR/RJRDQG'\QDPLF 5LEERQSOHDVHUHIHUWRWKH/RFNXS6SHFLILFDWLRQVSDJHLQ WKH'\QDPLF5LEERQVHFWLRQRIWKH&RUH%UDQG(OHPHQWV DQG6WDQGDUGVFKDSWHU ±7KHWZRPXVWQHYHURYHUODS &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Coke Zero Logo 7KH&RNH=HUR/RJRPXVWDOZD\VDSSHDURQWKHEDFN SDQHORIWKHSDFNDJLQJDORQJVLGHWKHQXWULWLRQDOVWDWHPHQW ,WPXVWDOZD\VEHVKRZQDV&RNH5HGDQGZKLWHRQD black background. ,WPXVWQHYHUEHVKRZQLQRWKHUFRORUVZKHWKHURUQRWWKH\ are in the Brand color palette. 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Can Fridge Pack &RFD&ROD=HURR]&DQ)ULGJH3DFN Color Specs: Black Pure Silver Coke Red White &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU Packaging Design Standards_Graphic Design Standards _Sustaining Coca-Cola Zero Packaging Templates 3.23 Paper Cup ,QFDVHVZKHUHWKH5HF\FOHG3(7&XSFDQQRWEHXWLOL]HG XVHDSDSHUFXSZLWKWKLVVWDQGDUGGHVLJQ 'RQRWDOWHUWKHGHVLJQRULWVHOHPHQWVLQDQ\ZD\ For more guidance on properly using Food Service Cups in your market, please contact the Global Packaging Group or North America Food Service Team. &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU 3.24 Packaging Design Standards Packaging: Form Design Standards The Contour Bottle is the standard package for Coca-Cola Zero. Universally recognized, the Contour Bottle evokes the heritage of the Coca-Cola Zero Brand and expresses the uplifting experience of drinking a Coca-Cola Zero. The Global Standard Contour Bottle is the archetype from which we derive the rules for packaging executions in all markets and across a range of materials and sizes. &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU 3.25 Packaging Design Standards_Form Design Standards The Standard Contour Bottle Form ,Q7KH&RFD&ROD&RPSDQ\FRQYLQFHGWKH8QLWHG6WDWHV 3DWHQWDQG7UDGHPDUN2IILFHWKDWWKHYHU\VKDSHRIZKDWZH NQRZQRZDVWKH&RQWRXU%RWWOHKDGEHFRPHVRZHOONQRZQ WKDWLWGHVHUYHGWKHVWDWXVRIDUHJLVWHUHGWUDGHPDUN$SSO\LQJ IRUDWUDGHPDUNIRUDFRPPHUFLDOSDFNDJHZDVDPRVWXQXVXDO DQGEROGVWHSDWWKHWLPH%XWWKH&RPSDQ\ZLVHO\NQHZWKDW ZKHUHDVSDWHQWVHYHQWXDOO\UXQRXWDWUDGHPDUNGRHVQRWVR DVORQJDVLWLVNHSWLQFRQWLQXRXVXVHDWUDGHPDUNODVWV LQGHILQLWHO\ 7KH&RPSDQ\SUHVHQWHGWKHFDVHWKDWWKHYHU\VKDSH±LQWKHLU ZRUGVWKH³GLVWLQFWLYHO\VKDSHGFRQWRXU´RIWKH³KREEOHVNLUW ERWWOH´±ZDV³WKHPRVWUHFRJQL]HGFRQWDLQHULQWKHKLVWRU\RI WKHZRUOG´DQGKDGLQHIIHFWDOUHDG\WDNHQRQWUDGHPDUNVWDWXV 7KH86372DJUHHGDQGJUDQWHGDUHJLVWHUHGWUDGHPDUNWR &RFD&RODIRUWKH&RQWRXU%RWWOH 7KLVFKDSWHUGHVFULEHVWKH&RFD&ROD=HUR&RQWRXU%RWWOH IRUPVWDQGDUGDQGRXWOLQHVKRZWRH[HFXWHLWDFURVVYDULRXV PDWHULDOVDQGVL]HVVSHFLILFDOO\ 6WUXFWXUDOIHDWXUHVWKDWVHWWKHSDFNDJLQJVWDQGDUGIRU the Brand. +RZWRWUDQVODWHVWUXFWXUDOIHDWXUHVDFURVVSDFNDJLQJ IRUPDWVDQGPDWHULDOV 'HVLJQJXLGHOLQHVLQFOXGLQJ'R¶VDQG'RQ¶WV 6L]HH[WHQVLRQVDQGVFDOLQJ 0DVWHULQJWHFKQRORJLFDODQGPDQXIDFWXULQJFRQVWUDLQWV &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY The Standard Contour Bottle Form Glass PET Aluminum &RQ¿GHQWLDO'HFHPEHU Packaging Design Standards_Form Design Standards 3.26 Industrial Design Principles for Packaging Form 7KHVHDUHWKH'HVLJQ3ULQFLSOHVEHKLQGWKH&RQWRXU%RWWOH DQGVKRXOGEHXVHGZKHQHYHUGHYHORSLQJSDFNDJLQJIRU &RFD&ROD=HUR 1. Bold Simplicity $UHWXUQWRFODULW\UHPRYDORIDOOH[WUDQHRXVQRLVHDQGVWDWLF DURXQGWKH%UDQGWRILQGWKHEROGVLPSOHHVVHQFHRI &RFD&ROD=HUR 2. Real Authenticity :HOHYHUDJHDOOWKDWLVUHDORULJLQDODQGKRQHVWDERXWWKH%UDQG. Clearly linking back to our heritage gives us the license to try QHZthings and keep evolving. 3. Own Black $WHYHU\WRXFKSRLQWZHZLOOOHYHUDJHWKH3RZHURI%ODFNDQG HQVXUHLWVFRQVLVWHQF\DURXQGWKH:RUOG:HZLOOLQWHJUDWHWKH WKUHDGRI5HGLQWRHYHU\WKLQJZHGR 4. Familiar Yet Surprising :HGRQRWIROORZFDWHJRU\QRUPVLQVWHDGZHOHDGWKHP :HLQWURGXFHQHZVWUDWHJLFHOHPHQWVWRFUHDWHYDULHW\ DQGIUHVKQHVVDFURVVWKH%UDQGH[SHULHQFH &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU 3.27 Packaging Design Standards_Form Design Standards Elements of the Contour Bottle 7KH&RQWRXU%RWWOH±RXUDUFKHW\SHDQGLQVSLUDWLRQIRUEULQJLQJ DOORWKHUSDFNDJLQJWROLIH±LVFRPSRVHGRIGLVWLQFWLYHHOHPHQWV Black Closure Georgia Green Color 1HFN)LQLVK 6FDOORSHG7UDQVLWLRQV Flutes &XUYHG/DEHO3DQHO &RFD&ROD=HUR/RJR Visible Product (Bubbles) %ODFN/DEHO Pinch Waist Overall Proportion (Silhouette) Champagne Base &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU Packaging Design Standards_Form Design Standards 3.28 Understanding the Contour Bottle 7KHRULJLQDOSURMHFWEULHIIRUWKH&RQWRXU%RWWOHWKDW ZDVJLYHQWRWKH5RRW*ODVV&RPSDQ\RI7HUUH+DXWH ,QGLDQDVSHFLILHG³$JODVVSDFNDJHVRGLVWLQFWLYHDVRQH FRQWDLQLQJ&RFD&RODVRVKDSHGWKDWHYHQLIEURNHQD SHUVRQFRXOGWHOODWDJODQFHZKDWLWZDVVRGLVWLQJXLVKDEOH E\WRXFKWKDWHYHQDEOLQGPDQFRXOGLGHQWLI\LW´ &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU Packaging Design Standards_Form Design Standards _Understanding the Contour Bottle 3.29 Contour Bottle Elements: Applied Supporting Elements Defining Elements 7KHNH\VWRFUHDWLQJRXULGHQWLWy(VVHQWLDOWRSDFNDJLQJIRUP ,GHDOZKHQHYHUIHDVLEOHEXWQRWHVVHQWLDO True Form Elements Black Closure Contoured Shoulder Flutes 1HFN)LQLVK Georgia Green Color Color Palette Visible Product (Bubbles) &XUYHG/DEHO Panel Scalloped 7ransitions Graphic Elements %ODFN/DEHO Pinch Waist Champagne Base Overall Proportions (Silhouette) (relationship of elements to each other, from base to pinch waist to label area to shoulder) &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU 3.30 Packaging Design Standards_Form Design Standards _Understanding the Contour Bottle Defining Elements Overall Proportion Contoured Shoulder Flutes Pinch Waist Scalloped Transitions Champagne Base 7KHRYHUDOOSURSRUWLRQLV 7KHFRQWRXURIWKHVKRXOGHU Flutes are the vertical ribs. 7KH3LQFKWaist is located Created by the resolution oI Substantial and V\PEROLFRI PDGHXSRI¿YHEDVLF LVV\PPHWULFDOVOHQGHUDQG 7hey Irame the Curved EHORZ the label and provides the Flutes into the Curved the integrityRIWKHSURGXFW sections and GH¿QHVWKH GH¿QHGE\WZRHOHJDQWDUFV /DEHO Panel and create the most signature element /DEHO3DQHOWKLVGLVWLQFWLYH the Champagne Base iconic silhouette: 7KH LQDZDYHIRUPDW,WVWDUWVWKH YDU\LQJZDOOWKLFNQHVVHV RIWKH&RQWRXU%RWWOH,W also detail LPSDUWVDXQLTXHIHHO HPSKDVL]HVWKH3LQFKWaist Contoured ShoulderCurved ÀRZLQJDHVWKHWLFRIWKHLFRQ in the bottle adding depth. creates a slenderÀRZLQg ZKHQWKH&RQWRXU%RWWOHLV DQGLVZKHUHWKH)OXWHV /DEHO Area3inch Waist 7hey also provide structure aesthetic that is the essence held. terminate. Vertical Fluting and Overall WRDVRIWÀRZLQJIRUP oIWhe icon. Silhouette comprise the iconic proportion and have a VSHFL¿FDVSHFWUDWLR to the overall package height. &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU Packaging Design Standards_Form Design Standards 3.31 Achieving the Contour Bottle $OWKRXJKWHFKQLFDODQGPDQXIDFWXULQJFRQVWUDLQWVFDQ SUHYHQWWKHSHUIHFWUHSOLFDWLRQRIWKHLFRQLF&RQWRXU%RWWOH WKHLGHDOH[HFXWLRQIRUHDFKPDWHULDOFDQEHDFKLHYHGE\ DSSO\LQJWKH'R¶VDQG'RQ¶WVWKDWIROORZ &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle 3.32 Glass: Do’s &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Black Closure Must use black closure. Black 7KUHDGHG&ORVXUH May use a black threaded closure on a Contour Bottle. $SSOLHG&RORU/DEHO$&/ May use $SSOLHG&RORU/DEHOV on glass Bottles. 5ROOIHG/DEHO 0D\XVHDUROOIHGODEHORUD split label. Georgia Green May use Georgia Green GRPLQDQWZDYHOHQJWK QPIRUJODVV%RWWOHV Clear Glass May useÀint (clear) glass Bottle. &RQ¿GHQWLDO'HFHPEHU 3.33 Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle Glass: Don’ts 1R)OXWHV )OXWHVPXVWDOZD\VEHSUHVHQW on glass Contour Bottles. 7KH\DUHDGH¿QLQJIHDWXUH RIWKH&RQWRXU%RWWOHDQGDUH WHFKQLFDOO\IHDVLEOH &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Straight Shoulder 7KH&RQWRXUHG6KRXOGHU must be present in all glass H[HFXWLRQV Straight Waist 7KH3LQFKWaist is the most GH¿QLQJIHDWXUHRIWKH&RQWRXU %RWWOHDQGPXVWDOZD\VEH present. &RQ¿GHQWLDO'HFHPEHU &RQ¿GHQWLDO'HFHPEHU 3.34 Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle Glass: Scaling Ideal Unacceptable Unacceptable 6FDOHSURSRUWLRQDWHO\ZKLOHVWLOO XVLQJDFRPPRQFORVXUHVL]H 'RQ¶WYDU\GLDPHWHUVWR maintain a common height. 'RQ¶WYDU\KHLJKWVWR maintain a common diameter. &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle 3.35 PET: Do’s &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Black 7KUHDGHG&ORVXUH Must use a black threaded closure on PE7. Short Height Closure May use a black short height closure on PE7. 5ROOIHG6KULQN/DEHO 0D\XVHDUROOIHGVKULQNODEHO 5ROOIHG/DEHO 0D\XVHDUROOIHGODEHO Petaloid Base May use a petaloid base. &OHDU3(7 May use clear PE7. Georgia Green Color May tint PE7 Georgia Green. Recycled PE7 Use highest RPE7 content IHDVLEOH &RQ¿GHQWLDO'HFHPEHU 3.36 Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle PET: Don’ts Embossed /RJo Embossed Ribbon 1R)OXWHV )OXWHVPXVWDOZD\VEHSUHVHQWRQ glass PE7H[HFXWLRQV 7KH\DUHD GH¿QLQJIHDWXUHRIWKH&RQWRXU%RWWOH DQGDUHWHFKQLFDOO\IHDVLEOH &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Replacing Flutes )OXWHVPXVWQHYHUEHUHSODFHGZLWK RWKHUVKDSHVRUWH[WXUHV Straight Waist 'RQRWHOLPLQDWHWKH3LQFKWaist. &RQ¿GHQWLDO'HFHPEHU Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle 3.37 PET: Do’s and Don’ts &RORUHG3(7 Pigmented PE7 (opaque or translucent) Bottles must not be used. &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Champagne Base Using a Champagne Base on a PE7%RWWOHLQVWHDGRIWKHSHWDORLGLV SHUPLVVLEOH.HHSLQPLQGKRZHYHr WKDWLWFRXOGDGGZHLJKWDQGFRVW ZKLOHDGYHUVHO\DIIHFWLQJVXVWDLQDEOH packaging outcomes. &RQ¿GHQWLDO'HFHPEHU Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle 3.38 PET: Scaling &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU 3.39 Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle PET: Scaling Ideal 6FDOHSURSRUWLRQDWHO\ZKLOHVWLOO XVLQJDFRPPRQFORVXUHVL]H &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Unacceptable Unacceptable 'RQRWYDU\GLDPHWHUVWR maintain a common height. 'RQRWYDU\KHLJKWVWR maintain a common diameter. &RQ¿GHQWLDO'HFHPEHU 3.40 Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle Aluminum: Do’s ROPP Closure 0D\XVHDEODFN5ROOHGRQ 3LOIHU3URRI5233FORVXUH on aluminum. Subtle Pinch Waist Use a subtle pinch to mimic the Contour Bottle. &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY ROPP Closure 0D\XVHDEODFN5ROOHGRQ 3LOIHU3URRI5233FORVXUH on aluminum. Contoured Shoulder Maintain the iconic Contoured Shoulder. Champagne Base 0DLQWDLQFKDPSDJQHVW\OH base. &RQ¿GHQWLDO'HFHPEHU Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle 3.41 Aluminum: Don’ts &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY $UWL¿FLDO/DEHO Area 'RQRWFUHDWHDQDUWL¿FLDOODEHO area on the aluminum Contour Bottle. Formed Flutes 0XVWIRUHJR)OXWHVRQWKH aluminum Contour Bottle as LWLVQRWWHFKQLFDOO\IHDVLEOHWR H[HFXWHWKHPSURSHUOy. Accent Flutes Graphic Flutes are not authentic enough to replace true Flutes as the scalloped DUHDVZLOOEHORVW Straight Waist 7KH3LQFKWaist is the most GH¿QLQJIHDWXUHRIWKH&RQWRXU %RWWOHDQGPXVWDOZD\VEH present. Straight Shoulder 7KH&RQWRXUHG6KRXOGHUPXVW be present in all aluminum &RQWRXU%RWWOHH[HFXWLRQV 6DFUL¿FH3LQFKWaist 'RQRWVDFUL¿FHWKHLFRQLF TXDOLW\RIWKH3LQFKWaist to DGG)OXWHVRUD&XUYHG/DEHO 3DQHOLQWKHIRUPLQJSURFHVV &RQ¿GHQWLDO'HFHPEHU 3.42 Packaging Design Standards_Form Design Standards _ Achieving the Contour Bottle Aluminum: Scaling Ideal Unacceptable Unacceptable 6FDOHSURSRUWLRQDWHO\ZKLOHVWLOO XVLQJDFRPPRQFORVXUHVL]H 'RQRWYDU\GLDPHWHUVWR maintain a common height. 'RQRWYDU\KHLJKWVWR maintain a common diameter. &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU Packaging Design Standards_Form Design Standards 3.43 Contour Bottle Construction 7KLVVHFWLRQLQFOXGHVFULWLFDOWHFKQLFDOGHWDLOVIRUWKH 'H¿QLQJ(OHPHQWV,WLVHVVHQWLDOWKDWLQGXVWULDOGHVLJQHUV and engineers use this documentation in order to properly LQWHJUDWH'H¿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¿GHQWLDO'HFHPEHU Packaging Design Standards_Form Design Standards _Contour Bottle Construction 3.44 Overall Proportion: Schematic 7KH8OWUD*ODVV%RWWOHSURSRUWLRQVGH¿QHWKH&RQWRXU 6LOKRXHWWHDQGLWVSURSRUWLRQV'LPHQVLRQVVKRZQKHUH UHSUHVHQWWKHP/158OWUD*ODVV%RWWOH)RURWKHU VL]HVUHIHUWRWKHSHUFHQWDJHVRUVHHWKHDGGHQGXPIRU VSHFL¿F&RQWRXU%RWWOHGUDZLQJV 1HFN)LQLVK &RQWRXUHG6KRXOGHU &XUYHG/DEHO3DQHO 3LQFK:DLVW &KDPSDJQH%DVH &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY 14.68 mm 8% 1 Neck Finish 60.07 mm 32% 2 Contoured Shoulder 33.00 mm 17% 3 Curved Label Panel 51.25 mm 27% 4 Pinch Waist 31.00 mm 16% 5 Champagne Base Overall height: 190 mm Percentages = % of overall height &RQ¿GHQWLDO'HFHPEHU 3.45 Packaging Design Standards_Form Design Standards _Contour Bottle Construction Overall Proportion: Do’s and Don’ts Correct &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY ,QFUHDVH&XUYHG/DEHO3DQHO 'RQRWLQFUHDVHWKH&XUYHG /DEHO3DQHOWRDGGPRUH graphics. ,QFUHDVH3LQFKWaist 'RQRWLQFUHDVHWKH3LQFK Waist section to increase grip. 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Concave 'RQRWXVHLQZDUGDUFKLQJ)OXWHVDV WKH\GHFUHDVHKDQGFRPIRUWDQGKLQGHU KLJKVSHHGFRQYH\DQFH. 6HFWLRQ' &RQ¿GHQWLDO'HFHPEHU Packaging Design Standards_Form Design Standards _Contour Bottle Construction 3.50 Pinch Waist: Do’s and Don’ts (format) Correct AÀRZLQJV\PPHWULFDO3LQFK WDLVWWKDWLVGH¿QHGE\DUFV &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY Angled 'RQRWXVHDQDQJXODU Pinch Waist. Asymmetrical 'RQRWXVHDQDV\PPHWULFDO Pinch Waist. Mid Pinch Area 'RQRWHOLPLQDWHWKHLFRQLF TXDOLW\RIWKH3LQFKWaist. &RQ¿GHQWLDO'HFHPEHU Packaging Design Standards_Form Design Standards 3.51 Executional Constraints for Glass, PET and Aluminum :KHQFUHDWLQJ&RQWRXU%RWWOHH[HFXWLRQVLQJODVV 3(7DQGDOXPLQXPGLIIHUHQFHVLQPDWHULDOSURSHUWLHVDQG PDQXIDFWXULQJUHTXLUHPHQWVPXVWEHFRQVLGHUHGVRWKDW 'H¿QLQJ)HDWXUHVDUHQRWGHJUDGHGRUORVW7KHIROORZLQJ SDJHVDGGUHVVKRZWRVXFFHVVIXOO\PDQDJHWKHVHFRQVWUDLQWV &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU 3.52 Packaging Design Standards_Form Design Standards _Executional Constraints for Glass, PET and Aluminum Material and Process Considerations 7KH¿YHSULPDU\OLPLWDWLRQVWKDWFDQEHHQFRXQWHUHG in creating iconic packaging are: 1. Variations in materials 2. Variations in closures PE7 Glass Aluminum 3. Variations in labeling processes 4. 5. forming processes &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU Packaging Design Standards_Form Design Standards _Executional Constraints for Glass, PET and Aluminum 3.53 Material and Process Considerations 0DQXIDFWXULQJSURFHVVHV¿OOLQJDQGFDSSLQJHI¿FLHQFLHV DQGFRVWDQGOLPLWDWLRQRIFXUUHQWWHFKQRORJ\DUHDOOIDFWRUV WKDWGHWHUPLQHZKDWIHDWXUHVDQGGHWDLOVDUHDFKLHYDEOHIRU HDFKRIWKHVHWKUHHPDWHULDOV,QSDUWLFXODrNHHSWKHVH FRQVLGHUDWLRQVWRSRIPLQG 4 3 &ULPSHGPHWDOFORVXUH 3ODVWLFFORVXUHZLWKWDPSHUULQJ &ULPSHGPHWDOFORVXUH /DUJHQHFN¿QLVK 7KLQWUDQVIHUQHFNULQJ 0LQLPDOQHFN¿QLVK 6FUHHQSULQWHGODEHOLQJ QRQUXOHGVXUIDFH 3DSHURUSODVWLFZUDSODEHOV UXOHGVXUIDFH FRORUSDGSULQWLQJDQGYDUQLVKLQJ SURFHVVQRQUXOHGVXUIDFH 2 5 1 *ODVVKDVWKHDELOLW\WRRIIHUDOORIWKHLFRQLFGH¿QLQJIHDWXUHVDQG PXVWEHLPSOHPHQWHGLQDOO&RQWRXU%RWWOHH[HFXWLRQV 7KHSHWDORLGEDVHRQD3(7%RWWOHDOORZVXVWRPLQLPL]HWKHJUDP ZHLJKWRIWKH%RWWOHDQGPDLQWDLQWKHVKDSHXQGHUSUHVVXUH created by the product. 7KH&KDPSDJQH%DVHFDQEHDWWDLQHG but requires a heavier Bottle. 6LQFHFDUERQDWLRQFDQGLVWRUWVXUIDFHGHWDLOVRIWKHWKLQQHrVRIWHU ZDOOVRI3(7%RWWOHVHQVXUHDZHOOGH¿QHG)OXWHVKDSHE\JLYLQJ the divisions more structure. 8QOLNHRQWKHPRUHIUDJLOHJODVV%RWWOHWKH3(7 neck ring can be thinnerWKXVDOORZLQJOHVVPDWHULDOWREHXVHG 8VHDWZLVWRQFDSIRU3(7%RWWOHVDVDFURZQFDSLVQRWHIIHFWLYH at holding carbonation in a PE7 Bottle. 'RQRWDWWHPSW)OXWHVRU6FDOORSHGWUDQVLWLRQV7KH\DUHQRW DFKLHYDEOHIRUWKHDOXPLQXP&RQWRXU%RWWOHGXHWRWKHLPSDFW H[WUXVLRQDQGQHFNLQJSURFHVVHVXVHG $YDULDWLRQIURPWKHVWDQGDUGFXUYHRIWKH&KDPSDJQH%DVHZLOO RFFXUGXULQJWKHDOXPLQXPIRUPLQJSURFHVV7KLVUHVXOWVIURPWKH FUHDWLRQRIDÀDWDUHDDWWKHEDVHRIWKH%RWWOHZKHUHWKHPDWHULDO LVWRRWKLFNWREHIRUPHGIURPWKHRULJLQDOF\OLQGULFDOVKDSHWKDWLV FUHDWHGIURPWKHLPSDFWH[WUXVLRQ 3ULQWWKHDOXPLQXP&RQWRXU%RWWOHMXVWOLNHDVWDQGDUGFDQXVLQJ DSDGSULQWLQJSURFHVVEHIRUHWKHIRUPLVFUHDWHG7KHUHVXOWLQJ IXOOJUDSKLFFRYHUDJHRIWKHSDFNDJHLVDQDSSURYHGH[FHSWLRQIRU WKLVPDWHULDORQO\VLQFHRQJODVVDQG3(7WKHSURGXFWPXVWEH VKRZFDVHGWKURXJKWKHLUWUDQVSDUHQWPDWHULDOV Avoid tinted plastics as they are not as cost eIIHFWLYHDV clear resins. &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU Packaging Design Standards_Form Design Standards _Executional Constraints for Glass, PET and Aluminum 3.54 Overview of Executional Constraints Possible Not Possible Challenging Black Cap Silhouette Flutes Georgia Green Color Curved Label Panel Pinch Waist Neck Finish Embossed Coca-Cola Zero Logo Black Label Visible Product (brown color) Champagne Base &RFD&ROD=HUR_%UDQG,GHQWLW\DQG'HVLJQ6WDQGDUGVBY &RQ¿GHQWLDO'HFHPEHU Point-of-Sale Design Standards 4.0 (Work in Progress, coming 2010) Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Equipment Design Standards 5.0 (Work in Progress, coming 2010) &RQ¿GHQWLDO_7KH&RFD&ROD&RPSDQ\$OO5LJKWV5HVHUYHG1RWHWRXVHUV9LVXDOVRQWKHSDJHVDUHIRULOOXVWUDWLYHSXUSRVHVRQO\5HIHUWR'GUDZLQJVIRUGHWDLOHGVSHFL¿FDWLRQV Confidential: December 2009 Signage Design Standards Coca-Cola Zero | Brand Identity and Design Standards_v1.0 6.0 Confidential: December 2009 Signage Design Standards 6.01 Contents Overview ...................................................................................... 6.02 Permanent Signage Graphic Principles ......................................6.03 Square Format Square Format: Arden Square .................................................. 6.04 Square Format: Contour Bottle ..................................................6.05 Horizontal Format Horizontal Format: Coca-Cola Zero Logo and Contour Bottle......6.06 Horizontal Format: Customizable Signs.....................................6.07 Vertical Format: Customizable Signs ..........................................6.08 Pitch Boards...................................................................................6.09 Horizontal Format: Pitch Boards ................................................6.10 Umbrellas ......................................................................................6.11 Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Signage Design Standards 6.02 Overview The purpose of permanent signage for Coca-Cola Zero is both simple and paramount: to tell people, “You can buy Coca-Cola Zero here.” Thus the Coca-Cola Zero Permanent Sign System is an essential component of worldwide Brand Identity and meaning. From a tactical standpoint, proper application of the Sign System is vital to protecting and increasing Brand impact, consistency, scale and cultural relevance. The standards in this chapter provide guidance for leveraging them all, in particular: $SSO\LQJJUDSKLFVWRSHUPDQHQWVLJQDJHLQVSHFL¿F environments, and 0D[LPL]LQJWKHYLVLELOLW\RIJUDSKLFVWRDFFRPPRGDWH YDULDWLRQVLQVLJQVL]HORFDWLRQDQGWUDI¿FDSSURDFK $SSURYHGGLJLWDO¿OHVRIWKH&RUH%UDQG(OHPHQWVFXVWRPL]DEOH graphics and design templates for signage are available on the 'HVLJQ0DFKLQHZHEVLWHDWZZZFRFDFRODGHVLJQPDFKLQHFRP Please use only the approved versions supplied there. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Signage Design Standards 6.03 Permanent Signage: Graphic Principles The design of permanent signs must always follow a graphic archetype that is iconic, bold, simple and without Brand messaging. This timeless approach: 3URYLGHVDPDLQVWD\RI%UDQG,GHQWLW\ZLWKLQWKHWRWDOLW\RI touchpoints, /HYHUDJHVWKHW\SLFDOO\ORQJGLVSOD\OLIHRISHUPDQHQW signs, and 3URPSWVFRQVXPSWLRQDQGWRSRIPLQGDZDUHQHVVEHIRUH the shopper forms a consideration list. 7KHJUDSKLFDUFKHW\SHIRUSHUPDQHQWVLJQDJHUHÀHFWVWKH following: A. The Coca-Cola Zero Design Principles of Bold Simplicity and the Power of Black B. 'LVFHUQLQJXVHRIWKHVH&RUH%UDQG(OHPHQWVDVVKRZQLQ this chapter: Coca-Cola Zero Logo '\QDPLF5LEERQ &RQWRXU%RWWOHLFRQLF6\PERORU3KRWR %ODFN C. Standard formats for conventional signage, as shown in this chapter: 6TXDUH +RUL]RQWDO Vertical D. The importance of creating shopper awareness from 6 PHWHUVDERXWIHHWDZDy. SuperMarket SuperMarket The remaining pages in this chapter provide standards for applying the archetype to key formats and types of permanent signage. SuperMarket Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Signage Design Standards_Square Format 6.04 Square Format: Arden Square The ingenious design of the Arden Square, which blends WKUHHGLVWLQFWLYH&RFD&ROD=HUR&RUH%UDQG(OHPHQWV &RFD&ROD=HUR/RJRWKH'\QDPLF5LEERQDQGEODFN is ideal for permanent signage with a square format. Always apply the Design Standards for the Arden Square as SURYLGHGLQWKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGVFKDSWHU ,QSDUWLFXODU 0DLQWDLQSURSHUVFDOLQJRIWKH$UGHQ6TXDUHZKHQUHVL]LQJLW 7KHEDFNJURXQGFRORUPXVWDOZD\VEHEODFNWKH &RFD&ROD=HUR/RJRPXVWEH&RNH5HGDQG:KLWH 7KH'\QDPLF5LEERQPXVWEHVLOYHU No other colors, even if they’re in the Brand color palette, are to be used. 1HYHUDGGERUGHUVRURXWOLQHVDURXQGWKH$UGHQ6TXDUH $SSO\WKH&RFD&ROD=HUR/RJRDQG70VFDOLQJUXOHVDV specified on WKHµ&OHDU6SDFH0LQLPXP6L]H706FDOLQJ &URSSLQJ¶SDJHLQWKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGV FKDSWHU Use only the approved versions of the Arden Square available RQWKH'HVLJQ0DFKLQHZHEVLWH Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Signage Design Standards_Square Format 6.05 Square Format: Contour Bottle The bold simplicity of this global icon is well suited for this format. Always apply the Design Standards for the Contour Bottle LFRQLF6\PERORU3KRWRDVSURYLGHGLQWKH&RUH%UDQG (OHPHQWVDQG6WDQGDUGVFKDSWHU,QSDUWLFXODU 6XUURXQGWKH&RQWRXU%RWWOHZLWKFOHDUVSDFHWKDWLVDWD PLQLPXPWKH[KHLJKWRIWKH³D´LQ³&RFD´7KLVFOHDUVSDFH DUHDLVVKRZQWRWKHULJKWDVµ[¶ 1HYHUXVHD'&RFD&ROD=HUR/RJRRQWKH&RQWRXU Bottle Symbol. 7KH&RQWRXU%RWWOHPXVWDOZD\VEHVKRZQLQLWVHQWLUHW\DQG never be cropped. 7KHVKDSHRIWKH&RQWRXU%RWWOHPXVWDOZD\VUHPDLQ the same. 0DLQWDLQSURSHUVFDOLQJRIWKH&RQWRXU%RWWOHZKHQUHVL]LQJLW 7KHEDFNJURXQGFRORUPXVWDOZD\VEHEODFNWKH&RQWRXU %RWWOH6\PEROPXVWEHZKLWHZLWKWKH&RNH5HGDQGEODFN Coca-Cola Zero Logo. No other colors, even if they’re in the Brand color palette, are to be used. 7KH&RQWRXU%RWWOH6\PEROLVWKHSUHIHUUHGDUWZRUNEXWWKH Contour Bottle Photo may be utilized when refreshment cues are necessary. [ Clear Space Use only the approved versions of the Contour Bottle Symbol and the Contour Bottle Photo available on the Design 0DFKLQHZHEVLWH Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Signage Design Standards_Horizontal Format 6.06 Horizontal Format: Coca-Cola Zero Logo and Contour Bottle Distinctive, elegant and dynamic, the Coca-Cola Zero Logo is DQDWXUDOILWIRUKRUL]RQWDOIRUPDWH[HFXWLRQVWKDWGRQRW LQFOXGHFXVWRPPHVVDJLQJHJDVWRUHQDPH7KHSUHIHUUHG design approach features both the Coca-Cola Zero Logo and the Contour Bottle as shown. Always apply the Design Standards for the &RFD&ROD=HUR/RJRDQGWKH&RQWRXU%RWWOHLFRQLF 6\PERORU3KRWRDVSURYLGHGLQWKH&RUH%UDQG (OHPHQWVDQG6WDQGDUGVFKDSWHU,QSDUWLFXODU 6XUURXQGWKHCoca-Cola Zero Logo with clear space that is, at a PLQLPXP³K\SKHQKHLJKW´LHHTXDOWRWKHKHLJKWRIWKH hyphen connecting “Coca” and “Cola.” 1HYHUFURSWKHCoca-Cola Zero Logo. 7KHCoca-Cola Zero Logo and Contour Bottle should be of equal height. 7KH&RQWRXU%RWWOHPXVWDOZD\VEHVKRZQLQLWVHQWLUHW\DQG never be cropped. 1HYHUXVHD'Coca-Cola Zero Logo on the Contour Bottle Symbol. 0DLQWDLQSURSHUVFDOLQJRIWKH&RQWRXU%RWWOHDQGWKH Coca-Cola Zero Logo when resizing them. 7KHEDFNJURXQGFRORUPXVWDOZD\VEHEODFNWKHVWDQGDORQH Coca-Cola Zero LogoPXVWEH&RNH5HGDQGEODFNWKH &RQWRXU%RWWOH6\PEROPXVWEHZKLWHZLWKWKH&RNH5HGDQG black Coca-Cola Zero Logo. No other colors, even if they’re in the Brand color palette, are to be used. 7KH&RQWRXU%RWWOH6\PEROLVWKHSUHIHUUHGDUWZRUNEXWWKH Contour Bottle Photo may be utilized when refreshment cues are necessary. h h h h Clear Space Use only the approved versions of the Coca-Cola Zero Logo, the Contour Bottle Symbol and the Contour Bottle Photo DYDLODEOHRQWKH'HVLJQ0DFKLQHZHEVLWH Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Signage Design Standards_Horizontal Format 6.07 Horizontal Format: Customizable Signs This format can be adapted to include simple customer PHVVDJLQJHJDVWRUHQDPHE\ERRNHQGLQJWKHVLJQZLWK the square-format designs as shown at right and specified below. Always apply the Design Standards for the Arden Square DQG&RQWRXU%RWWOHLFRQLF6\PERORU3KRWRDVSURYLGHGLQ WKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGVFKDSWHU 7KHKHLJKWRIWKHVLJQPXVWEHHTXDOWRWKHKHLJKWRI the Arden Square. )RUH[HFXWLRQVPRUHWKDQPHWHUVDERXWòIHHWZLGH utilize a square-format design on each end that features the Arden Square only or in combination with the Contour Bottle. )RUH[HFXWLRQVOHVVWKDQPHWHUVZLGHXWLOL]HD square-format design on each end that features the Arden Square only. 0DLQWDLQSURSHUVFDOLQJRIWKH$UGHQ6TXDUHDQG&RQWRXU Bottle when resizing them. 0DLQWDLQWKH&RFD&ROD=HURFRORUVWDQGDUGVIRUWKH$UGHQ 6TXDUHDQG&RQWRXU%RWWOHWKHEDFNJURXQGFRORUIRUWKH customizable area must always be white. 7KH&RQWRXU%RWWOH6\PEROLVWKHSUHIHUUHGDUWZRUNEXWWKH Contour Bottle Photo may be utilized when refreshment cues are necessary. 7KHWH[WRIWKHFXVWRPPHVVDJHVKRXOGEHVHWLQWKH *RWKDP0HGLXPIRQW5HIHUWRWKH7\SRJUDSK\VHFWLRQLQ WKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGVFKDSWHUIRU typography usage standards. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 SuperMarket SuperMarket 8VHWKLVYHUVLRQRQO\IRUH[HFXWLRQVOHVVWKDQPHWHUVDERXWòIHHWZLGH SuperMarket 8VHWKLVYHUVLRQRQO\IRUH[HFXWLRQVPRUHWKDQPHWHUVZLGH Confidential: December 2009 Signage Design Standards_Vertical Format 6.08 Vertical Format: Customizable Signs Use the Contour Bottle, with its distinctive curvilinear form, IRUH[HFXWLRQVRIWKLVIRUPDW Always apply the Design Standards for the Contour Bottle LFRQLF6\PERORU3KRWRDVSURYLGHGLQWKH&RUH%UDQG (OHPHQWVDQG6WDQGDUGVFKDSWHU Always place the customizable area at the bottom of the sign. The te[t of the custom message should be set in the Gotham 0HGLXm font. 5Hfer to the Typography section in the Core Brand (lements and Standards chapter .0for typography usage standards. The customizable area must e[Wend the full width of the sign while not e[Feeding one quarter of the total sign height. Surround the Contour Bottle with clear space that is, at a minimum, the [-height of the “a” in “Coca.” This clear space area is shown to the right as ‘[’ The Contour Bottle must always be shown in its entirety and never be cropped. 7KHVKDSHRIWKH&RQWRXU%RWWOHPXVWDOZD\VUHPDLQWKHVDPH 0DLQtain proper scaling of the Contour Bottle when resizing it for various sign dimensions. Never use a D Coca-Cola Zero Logo on the Contour Bottle Symbol. The background color must always be blackthe Contour Bottle Symbol must be white with the Coke 5Hd and black Coca-Cola Zero Logo. No other colors, even if they’re in the Brand color palette, are to be used. The Contour Bottle Symbol is the preferred artwork, but the Contour Bottle Photo may be utilized when refreshment cues are necessary. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 [ SuperMarket SuperMarket SuperMarket Clear Space Confidential: December 2009 Signage Design Standards_Pitch Boards 6.09 Pitch Boards Pitch boards offer a high-visibility, repeat-impression touchpoint for the Brand in sports venues and stadiums. Applying the Design Principle of Bold Simplicity is key for signage in these environments, as all boards need to: Create on-site awareness from 30-40 meters DERXt 0 feetaway. 0D[LPL]e impact when viewed at a distance, whether live or on television. Be consistent in appearance, regardless of size variations across venues. Use the precisely optimized compositions of the Coca-Cola Zero Logo and Contour Bottle LFRQLc Symbol or PhotR, provided on the QH[t page, for Pitch Board designs. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Signage Design Standards_Pitch Boards 6.10 Horizontal Format: Pitch Boards Always apply the Design Standards for the Coca-Cola Zero Logo DQGWKH&RQWRXU%RWWOHLFRQLF6\PERORU3KRWRDVSURYLGHGLQ WKH&RUH%UDQG(OHPHQWVDQG6WDQGDUGVFKDSWHU To ensure a quick and easy read from a distance, do not include any Brand messaging on Pitch Boards. 6XUURXQGWKHCoca-Cola Zero Logo with clear space that is, at a PLQLPXP³K\SKHQKHLJKW´LHHTXDOWRWKHKHLJKWRIWKH hyphen connecting “Coca” and “Cola.” 1HYHUFURSWKHCoca-Cola Zero Logo. The Contour Bottle must always be shown in its entirety and never be cropped. 1HYHUXVHD'Coca-Cola Zero Logo on the Contour Bottle Symbol. 0DLQWDLQSURSHUVFDOLQJRIWKH&RQWRXU%RWWOHDQGWKH Coca-Cola Zero LogoZKHQUHVL]LQJWKHPWR¿WXPEUHOODV The preferred background color is black, but in venues where black is not allowed, a white background with the &RNH5HGDQGEODFNCoca-Cola Zero Logo and a white Contour Bottle Symbol may be used. The Contour Bottle Symbol is the preferred artwork, but the Contour Bottle Photo may be utilized when refreshment cues are necessary. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 5:1 5DWLR 10:1 5DWLR Confidential: December 2009 Signage Design Standards 6.11 Umbrellas Always apply the Design Standards for the Coca-Cola Zero Logo DQGWKH&RQWRXU%RWWOHLFRQLF6\PERORU3KRWRDVSURYLGHGLQWKH &RUH%UDQG(OHPHQWVDQG6WDQGDUGVFKDSWHU To ensure a quick and easy read from a distance, do not include any Brand messaging on umbrellas. 6XUURXQGWKHCoca-Cola Zero Logo with clear space that is, at a PLQLPXP³K\SKHQKHLJKW´LHHTXDOWRWKHKHLJKWRIWKH hyphen connecting “Coca” and “Cola.” 1HYHUFURSWKH&RFD&ROD=HUR/RJR The Contour Bottle must always be shown in its entirety and never be cropped. 1HYHUXVHD'Coca-Cola Zero Logo on the Contour Bottle Symbol. 0DLQWDLQSURSHUVFDOLQJRIWKH&RQWRXU%RWWOHDQGWKH Coca-Cola Zero LogoZKHQUHVL]LQJWKHPWR¿WXPEUHOODV The preferred background color is black, but in venues where black is not allowed, a white background with the &RNH5HGDQGEODFNCoca-Cola Zero Logo and a white Contour Bottle Symbol may be used. The Contour Bottle Symbol is the preferred artwork, but the Contour Bottle Photo may be utilized when refreshment cues are necessary. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Fleet Design Standards Coca-Cola Zero | Brand Identity and Design Standards_v1.0 7.0 Confidential: December 2009 Fleet Design Standards 7.01 Contents Overview .................................................................................7.02 Fleet: Graphic Archetype ........................................................7.03 Fleet: Graphic Standards ........................................................7.04 Fleet: Paint Color Standards ...................................................7.05 Fleet: Application Standards for Graphics and Decals ..........7.06 Delivery Truck Sides ............................................................. 7.07 Delivery Truck Front ............................................................. 7.08 Delivery Truck Rear .............................................................. 7.09 Route Trucks ........................................................................ 7.10 Event Trailers ....................................................................... 7.11 Automobiles ..........................................................................7.12 Pickup Trucks .......................................................................7.13 Vans ......................................................................................7.14 Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Fleet Design Standards 7.02 Overview By virtue of their size, fleet graphics are some of the Brand’s most visible expressions of identity. Since our System both owns and controls this potent medium, fleet graphics bring ample opportunity – and responsibility – to maximize their impact. This chapter provides the standards for doing so, in particular: $SSO\LQJJUDSKLFVLQDSURSHUFRQVLVWHQWPDQQHUWRDOOIOHHW vehicles (trucks, vans and automobiles), and (QVXULQJWKDWIOHHWJUDSKLFVFRQWLQXRXVO\DQGFRQVLVWHQWO\ connect with consumers, whatever the environment and circumstance. Approved digital files of the Core Brand Elements and customizable graphics for Fleet are available on the Design Machine website at www.coca-coladesignmachine.com. Please use only the approved versions supplied there. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Fleet Design Standards 7.03 Fleet: Graphic Archetype The design of fleet graphics must always follow an established archetype that is iconic, bold, simple and without Brand messaging. This approach: (QVXUHVWKDWDOOYHKLFOHVXVHGE\%RWWOHUVRI The Coca-Cola Company make a unified visual impression. (QVXUHVWKDWWKH%UDQG,GHQWLW\LVH[SHULHQFHGFRQVLVWHQWO\ within the totality of touchpoints. 0D[LPL]HVLPSDFWDWDOOWLPHVHYHQZKHQERWKRXUYHKLFOHV and consumers are in motion relative to each other. 3URYLGHVDVLPSOHXQLIRUPDSSURDFKIRULPSOHPHQWDWLRQ The archetype for fleet graphics is based upon the following: A. The Coca-Cola Zero Design Principles of Bold Simplicity and the Power of Black. B. Discerning use of these Core Brand Elements, as shown in this chapter: &RFD&ROD=HUR/RJR &RQWRXU%RWWOHLFRQLF6\PERORU3KRWR %ODFNDQG&RNH5HG The following pages in this chapter provide standards for applying the archetype to key types and sizes of fleet vehicles. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Fleet Design Standards 7.04 Fleet: Graphic Standards These graphic standards apply to all trucks and vehicles used by Bottlers of The Coca-Cola Company. In General 'RQRWLQFOXGHDQ\%UDQGPHVVDJLQJRQIOHHWJUDSKLFV $OZD\VDSSO\WKH'HVLJQ6WDQGDUGVIRUWKH&RFD&ROD=HUR/RJR and Contour Bottle (iconic Symbol or Photo) as provided in the Core Brand Elements and Standards chapter (2.0). 7KHEDFNJURXQGFRORUPXVWDOZD\VEHEODFNDQGWKHFRORU standards for the &RFD&ROD=HUR/RJR and Contour Bottle always apply. No other colors, even if they’re in the Brand color palette, are to be used. $SSO\WKHVWDQGDUGVVSHFLILFWRHDFKW\SHRIYHKLFOHSHUWKH following pages. 2h 2h h 2h 2h Coca-Cola Zero Logo 6XUURXQGWKH&RFD&ROD=HUR/RJR with clear space that is, at a minimum, “hyphen height;” i.e., equal to the height of the hyphen connecting “Coca” and “Cola.” 1HYHUFURSWKH&RFD&ROD=HUR/RJR. 0DLQWDLQSURSHUVFDOLQJZKHQUHVL]LQJWKH&RFD&ROD=HUR/RJR by following the graphic references included in this section and scaling rules specified on the ‘Clear Space, Minimum Size, TM Scaling, Cropping’ page in the Core Brand Elements and Standards chapter (2.0). Contour Bottle 8VHWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH3KRWRRQO\ as specified on the following pages. 7KH&RQWRXU%RWWOHPXVWDOZD\VEHVKRZQLQLWVHQWLUHW\DQG never be cropped. 1HYHUXVHD'&RFD&ROD=HUR/RJR on the Contour Bottle Symbol. 0DLQWDLQSURSHUVFDOLQJZKHQUHVL]LQJWKH&RQWRXU%RWWOHE\ following the graphic references included in this section and scaling rules specified on the ‘Clear Space, Minimum Size, TM Scaling, Cropping’ page in the Core Brand Elements and Standards chapter (2.0). Coca-Cola Zero | Brand Identity and Design Standards_v1.0 h h x h h h Clear Space Confidential: December 2009 Fleet Design Standards 7.05 Fleet: Application Standards for Graphics and Decals Graphics forÀeet application support the overall Brand Identity through visual consistency across the globe while accommodating variations in vehicle types and styling. In General )ROORZWKHFDUHIXOO\GHYHORSHGVWDQGDUGVSURYLGHGKHUHWR ensure a uniform visual impression. 6SHFLILFVWDQGDUGVIRUGHOLYHU\WUXFNVURXWHWUXFNVHYHQW trailers, automobiles, pickup trucks and utility vans are provided on the following pages. Maintain proper scale of the provided graphics when resizing them for various vehicle sizes. Painted Graphics 2QO\WKH&RFD&ROD=HUR/RJRDQG&RQWRXU%RWWOH6\PERO may be painted. í1HYHUSDLQWWKH&RQWRXU%RWWOH3KRWR 2QO\RQHVWHQFLOVL]HRIWKH&RFD&ROD=HUR/RJRDQG Contour Bottle Symbol is required for each vehicle size in the fleet. – Create a custom stencil for each graphic, using heavy gauge, transparent Mylar plastic. – Follow the size and clearspace guidelines for vinyl decals. Vinyl Decals Vinyl decals are the preferred means by which to render the &RFD&ROD=HUR/RJRDQG&RQWRXU%RWWOHLFRQLF6\PERORU Photo) onto fleet vehicles. Affix the decals according to their application instructions. To determine the appropriate decal size for the Coca-Cola =HUR/RJRDQG&RQWRXU%RWWOH 1. Measure, from top to bottom, the black space onto which the decal will be applied (i.e., the side body panel of a trailer, the door panel of a pickup truck). 2. Calculate the size of the decal so that its height is approximately 50.8 - 76.2 mm (2 - 3 inches) less than the total height of the black space. 3. While the ideal clear space around decals is approximately 50.8 - 76.2 mm (2 - 3 inches), make sure the minimum clear space is in any case at least equal to the height of the K\SKHQLQWKH&RFD&ROD=HUR/RJR Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.06 Delivery Truck Sides Fleet graphics on large delivery trucks serve as mobile billboards. Trailer Side Graphics 6KRZWKH&RFD&ROD=HUR/RJRDQG&RQWRXU%RWWOHRQERWKVLGHV of the trailer. ±8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH3KRWR on delivery trucks, but never both on the same panel. 3RVLWLRQWKH&RFD&ROD=HUR/RJRRQWKHIDUOHIWVLGHRIWKHWUDLOHU position the Contour Bottle upright on the far right side of the trailer. ±7KHVSDFHEHWZHHQWKH&RFD&ROD=HUR/RJRDQG&RQWRXU%RWWOH will vary with the trailer length. %RWKJUDSKLFVVKRXOGEHRIHTXDOKHLJKW Side Cab Graphics 6KRZWKH&RFD&ROD=HUR/RJRRQERWKVLGHVRIGRRUSDQHOVRIWKH cab portion of the truck. &HQWUDOO\SRVLWLRQWKH%RWWOHU¶VQDPHDGGUHVVDQGDQ\LGHQWLILHUV UHTXLUHGE\ODZEHQHDWKWKH&RFD&ROD=HUR/RJR Refer to the prior page, ‘Application Standards for Graphics and Decals,’ as needed. B o ttle r N a m e A d d re ss C ity, S tate Z ip Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.07 Delivery Truck Front Front Graphic &HQWHUWKH&RFD&ROD=HUR/RJRLQWKHEODFNVSDFHRQWKH “cab over” portion above the windshield. 6LQFHWKH&RFD&ROD=HUR/RJRLVWKHRQO\JUDSKLF identification when the truck is viewed directly from the front, be sure to maximize its visibility above the cab. Refer to the prior page, ‘Application Standards for Graphics and Decals,’ as needed. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.08 Delivery Truck Rear Rear Graphic 7KH&RQWRXU%RWWOHLVWKHSUHIHUUHGJUDSKLFIRUWKHUHDUSDQHO of the truck. í 8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH Photo on delivery trucks, but never both on the same panel. 3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWDQGFHQWHUHGLQWKHEODFN space, ensuring equal space on each side of the decal. ,IYHUWLFDOVSDFHLVOLPLWHGHJWUXFNVZLWKOLIWJDWHVWKH &RFD&ROD=HUR/RJRPD\EHXVHGLQVWHDGFHQWHUHGLQWKH black space with equal space on each side of the decal. Refer to the prior page, ‘Application Standards for Graphics and Decals,’ as needed. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.09 Route Trucks Side Graphics 6KRZWKH&RFD&ROD=HUR/RJR and the Contour Bottle on both sides of the trailer. ±8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH Photo on route trucks, but never both on the same panel. 3RVLWLRQWKH&RFD&ROD=HUR/RJR on the far left side of the trailer; position the Contour Bottle upright on the far right side of the trailer. – The space between the &RFD&ROD=HUR/RJR and Contour Bottle will vary with the trailer length. %RWKJUDSKLFVVKRXOGEHRIHTXDOKHLJKW Front Graphic &HQWHUWKH&RFD&ROD=HUR/RJR in the black space on the “cab over” portion above the windshield. $VWKH&RFD&ROD=HUR/RJR is the only graphic identification when the truck is viewed directly from the front, be sure to maximize its visibility above the cab. B o ttle r N a m e A d d re ss C ity, S tate Z ip Rear Graphic 7KH&RQWRXU%RWWOHLVWKHSUHIHUUHGJUDSKLFIRUWKHUHDUSDQHO of the trailer. í8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH Photo on route trucks, but never both on the same panel. 3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWDQGFHQWHUHGLQWKHEODFN space, ensuring equal space on each side of the decal. ,IYHUWLFDOVSDFHLVOLPLWHGHJWUXFNVZLWKOLIWJDWHVWKH &RFD&ROD=HUR/RJR may be used instead, centered in the black space with equal space on each side of the decal. Refer to the prior page, ‘Application Standards for Graphics and Decals,’ as needed. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.10 Event Trailers Side Graphics 6KRZWKH&RFD&ROD=HUR/RJR and Contour Bottle on both sides of the trailer. í 8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH Photo on event trailers, but never both on the same panel. 7RHQVXUHWKDWWKH&RFD&ROD=HUR/RJR is always visible, position it on the panel below the window panel that lifts up. 6KRZWKH&RQWRXU%RWWOHRQWKHYHUWLFDOSDQHOWKDWLVDORQJVLGH the window panel. Position it upright and centered in the Coke Red space of this panel. Front Graphic &HQWHUWKH&RFD&ROD=HUR/RJR in the black space above the hitch portion of the trailer. $VWKH&RFD&ROD=HUR/RJR is the only graphic identification when the truck is viewed directly from the front, be sure to maximize its visibility above the vehicle pulling it. Rear Graphic 3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWRQWKHUHDUGRRURIWKH trailer. Center it in the black space, ensuring equal space on each side of the decal. ±8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH Photo on event trailers, but never both on the same panel. Refer to the prior page, ‘Application Standards for Graphics and Decals,’ as needed. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.11 Automobiles Side Graphics 6KRZWKH&RFD&ROD=HUR/RJRDQGWKH&RQWRXU%RWWOHRQERWK sides of the automobile. ±8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORUWKH&RQWRXU%RWWOH Photo on automobiles, but never both on the same panel. %RWKJUDSKLFVVKRXOGEHRIHTXDOKHLJKW 3RVLWLRQERWKJUDSKLFVLQWKHDUHDEHWZHHQWKHIURQWDQGEDFN wheels and below the side windows, with: í&RFD&ROD=HUR/RJR on the far left side, and í7KH&RQWRXU%RWWOHXSULJKWRQWKHIDUULJKWVLGH 7KHVSDFHEHWZHHQWKH&RFD&ROD=HUR/RJR and Contour Bottle will vary with the automobile length. Front Graphic &HQWUDOO\SRVLWLRQWKH&RFD&ROD=HUR/RJRLQWKHEODFNVSDFHRI the hood, ensuring equal space on each side of the decal. $VWKH&RFD&ROD=HUR/RJR is the only graphic identification when the automobile is viewed directly from the front, be sure to maximize its visibility on the hood. Rear Graphics 3RVLWLRQWKH&RFD&ROD=HUR/RJRRQWKHOHIWVLGHRI the bumper. 3RVLWLRQWKH&RQWRXU%RWWOHRQWKHULJKWVLGHRIWKHEXPSHU %RWKJUDSKLFVVKRXOGEHRIHTXDOKHLJKW Refer to the prior page, ‘Application Standards for Graphics and Decals,’ as needed. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.12 Pickup Trucks Side Graphics 6KRZWKH&RFD&ROD=HUR/RJR and Contour Bottle on both sides of the truck. ±8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORUWKH&RQWRXU%RWWOH Photo on pickup trucks, but never both on the same panel. %RWKJUDSKLFVVKRXOGEHRIHTXDOKHLJKW &HQWUDOO\SRVLWLRQWKH&RFD&ROD=HUR/RJR in the area between the front and back wheels and below the side window. 3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWEHWZHHQWKHEDFNZKHHO and bumper. Front Graphic &HQWUDOO\SRVLWLRQWKH&RFD&ROD=HUR/RJR in the black space of the hood, ensuring equal space on each side of the decal. $VWKH&RFD&ROD=HUR/RJR is the only graphic identification when the truck is viewed directly from the front, be sure to maximize its visibility on the hood. Rear Graphics 3RVLWLRQWKH&RFD&ROD=HUR/RJR on the far left side of the truck gate. 3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWRQWKHIDUULJKWVLGH of the gate. %RWKJUDSKLFVVKRXOGEHRIHTXDOKHLJKW Refer to the prior page, ‘Application Standards for Graphics and Decals,’ as needed. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Fleet Design Standards_Fleet: Application Standards for Graphics and Decals 7.13 Vans Side Graphic with Visible Cargo Windows 6KRZWKH&RFD&ROD=HUR/RJR and the Contour Bottle on both sides of the van. ±8VHHLWKHUWKH&RQWRXU%RWWOH6\PERORU&RQWRXU%RWWOH Photo on vans, but never both on the same panel. &HQWUDOO\SRVLWLRQWKH&RFD&ROD=HUR/RJR in the area between the front and back wheels and below the side window (driver/front passenger). 3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWEHWZHHQWKHEDFNZKHHO and bumper. %RWKJUDSKLFVVKRXOGEHRIHTXDOKHLJKW Side Graphic with No or Painted Cargo Windows &HQWUDOO\SRVLWLRQWKH&RFD&ROD=HUR/RJR in the area between the side window (driver/front passenger) and the back edge of the van. 3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWRQWKHVLGHGRRU (driver/front passenger). %RWKJUDSKLFVVKRXOGEHRIHTXDOKHLJKW Front Graphic &HQWUDOO\SRVLWLRQWKH&RFD&ROD=HUR/RJR in the black space of the hood. Ensure: – Equal space on each side of the decal. – That the bottom edge of the decal is approximately 38.10 mm (1.5 inches) above the seam where the hood meets the grill. Rear Graphic 3RVLWLRQWKH&RFD&ROD=HUR/RJR on the far left side of the left rear door. 3RVLWLRQWKH&RQWRXU%RWWOHXSULJKWRQWKHIDUULJKWVLGHRIWKH right rear door. %RWKJUDSKLFVVKRXOGEHRIHTXDOKHLJKW Refer to the prior page, ‘Application Standards for Graphics and Decals,’ as needed. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Trademark Usage Requirements Coca-Cola Zero | Brand Identity and Design Standards_v1.0 8.0 Confidential: December 2009 Trademark Usage Requirements 8.01 Trademark Policies of The Coca-Cola Company Our trademarks include some of the best-known and most well-recognized trademarks in the world. As a result, our trademarks are among the most valuable assets of TCCC. If they are used properly, TCCC’s valuable and distinctive trademarks can be kept forever. However, with improper use, we run the risk of losing one or more of our trademarks altogether. Because of the importance of TCCC’s trademarks, it is the policy of TCCC that all employees of TCCC must help safeguard its trademarks and be aware of the rules and guidelines for proper use of TCCC’s trademarks. These policies and procedures for trademark protection and use should be followed to ensure consistent use and continued protection of our trademarks. The policies apply regardless of whether a proposed use of TCCC’s trademarks is internal or external. There are a number of trademark use rules that apply to all of TCCC’s trademarks. Consistent use of TCCC’s marks in accordance with these rules strengthens the rights in TCCC’s marks and enhances their value. Exceptions, rarely, if ever, should be made. If you believe that an exception to any of these rules is appropriate, advance approval must be obtained. These rules include the following: A trademark should, whenever possible, be used as an adjective and followed by a generic term, so that it is clear that the trademark refers to a specific product that is of a particular type. Example: Drink COCA-COLA ZERO soft-drinks. If the context is clear that the reference is to a specific product of TCCC identified by the trademark, a trademark can also be used as a proper noun. Trademarks of TCCC, Coca-Cola Zero | Brand Identity and Design Standards_v1.0 well known and famous trademarks (such as COCA-COLA and COKE) can also be used as proper nouns. Example: Correct : Enjoy a COKE ZERO. Incorrect: I bought a ZERO yesterday. If a trademark is used as a proper noun, care must be taken that the trademark is not used in a way that suggests that it is an everyday, generic term for a type of product. For this reason, use of a trademark as a proper noun should be evaluated on a case-by-case basis by appropriate TCCC Trademark Counsel. Use of our trademarks in the possessive or plural forms is discouraged, and all such uses must be approved by the appropriate TCCC Trademark Counsel. Example: Correct: 2 Coca-Cola Zero products for $4 Incorrect : 2 Coke Zeros for $4 A trademark should never be used as a generic name for a category of products, or as a verb, a common noun, or any part of speech other than an adjective or a proper noun. Our rights to our trademarks are strengthened and maintained when we use them properly and do not suggest that they are common, everyday terms that can be used to refer to products of many companies. In materials distributed outside TCCC, a trademark should, whenever possible, be displayed in a format that sets it apart from other text, makes it stand out, and indicates that it is a trademark, such as in all CAPITAL LETTERS, in “quotation marks,” or in a special script, italics, or bold print. In creating slogans that include trademarks, do not use hyphens to link the trademarks to other words in the slogan. Incorrect Example: Hoorah-Coca-Cola Zero. Do not change in any way the spelling of a word mark. For example, do not change the spelling of “COCA-COLA ZERO” so that it reads “COKA-KOLA ZERO.” Beverage products should not be described as “original” or “genuine” or otherwise identified in a way that could suggest that others have similar products. Examples of such exceptions are: the phrase “Original Formula” used for COCA-COLA ZERO. Brand Integrity Principles There are certain trademark use principles that relate to the integrity of the brands in connection with which TCCC’s trademarks are used. Those principles generally relate to making consistent use of trademarks in a particular way and avoiding “combining” the elements or identities of different brands. They are designed to ensure that TCCC’s trademarks are used in ways that strengthen TCCC’s rights in each of its trademarks. For trademarks that have a particular typeface, font, presentation or design element associated with them, use only graphic presentations that are approved. Presenting the trademark COCA-COLA in Spencerian script. Example: This store sells COKE, DIET COKE and COCA-COLA ZERO. Confidential: December 2009 Trademark Usage Requirements 8.02 Trademark Policies of The Coca-Cola Company Particular typefaces, fonts, presentations and design elements are generally associated with only one brand. Do not use elements that have been approved for one brand with a different brand. Example: Correct: Using the Dynamic Ribbon Device with brand COCA-COLA ZERO. Incorrect: Using the Dynamic Ribbon Device with brand FANTA. Do not add any graphic or other design elements to an existing trademark of TCCC without approval for the use of those additional elements. For example, adding additional flourishes to the letters of COCA-COLA when it is presented in Spencerian script. Certain of the containers and packaging used by TCCC are proprietary to TCCC and can serve as trademarks. You must never use the Contour Bottle on FANTA, ODWALLA, SPRITE or other products other than COCA-COLA brand beverages. Slogans should be used only in connection with the product for which they are intended. Example: Correct: Coca-Cola Zero, It’s Possible. Incorrect: Coke Zero, Obey Your Thirst. There are many ways in which TCCC’s trademarks can be adapted, modified and/or combined with other materials. Such variations can sometimes strengthen the original trademark, but could sometimes be potentially damaging for legal or other reasons. All such variations could result in the creation of a new trademark that could infringe the rights of other parties and therefore would need to be searched and cleared prior to use. For these reasons, it is important that all such proposed variations be submitted for approval to the appropriate TCCC Trademark Counsel prior to use. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 The addition of a prefix or suffix to a trademark, or otherwise using an existing trademark as a “stem” for a new word or trademark is an improper variation. Example: Incorrect: Using words or phrases such as “COKEVILLE” or “ZEROtastic.” Alteration of any of the words of a slogan trademark is an improper variation of the trademark. Example: Incorrect: Using slogans such as “That is Possible” instead of “It’s Possible.” There are many occasions when one or more of TCCC’s trademarks is used together with trademarks owned by others. Such situations can arise in conjunction with sponsorship by TCCC of events or organizations (such as the Olympics or the FIFA World Cup), as part of joint promotional activities, and/or in advertising or other uses by parties that have a right to use our trademarks. All uses of trademarks of TCCC together with trademarks owned by other companies should be reviewed and approved by the appropriate TCCC Trademark Counsel. When a trademark of another party appears on packaging or in advertising for one of TCCC’s beverage products, the relationship between the other party and TCCC must be clear from the context, and the materials must reflect that only TCCC’s trademark is the trademark for the beverage product. All such uses must be reviewed by the appropriate TCCC Trademark Counsel or Operations Counsel, in accordance with the standard practice of your Group, so that clarifying language can be added if necessary. With limited exceptions, legal lines must accompany our trademarks whenever a trademark of another party appears with one of our trademarks, whether on packaging, vending machines, the Internet or otherwise. Such legal lines must identify the trademarks owned by TCCC and assert TCCC’s ownership of them. Example: XYZ is a registered trademark of XYZ Associates, Inc. COCA-COLA ZERO and the Dynamic Ribbon Device are trademarks of The Coca-Cola Company. Even in cases where the third party does not require a legal line, we still need to insert the appropriate TCCC legal line. Every term in the corporate name “The Coca-Cola Company” should have the initial letter capitalized, including the letter “T” in the word “The.” The trademark “COCA-COLA ZERO” should always be presented as a unitary phrase, and the words “Coca” and “Cola” and “Zero” should not be split on different lines or separated. When using word processing programs, use a “non-breaking hyphen” for the hyphen in “COCA-COLA ZERO.” Spencerian script that is used for the “COCA-COLA” trademark should not be used for anything other than trademarks incorporating “COCA-COLA,” “COKE,” “DIET COKE,” “COCA-COLA LIGHT” and “COCA-COLA ZERO” and the trade names of The Coca-Cola Company, its subsidiaries and its bottlers. The hyphen in “COCA-COLA ZERO” is an integral part of the trademark. Always include the hyphen whenever the trademark is displayed, even if the materials on which the graphics are based are archival pieces that do not include the hyphen. Do not suggest that the shape of the COCA-COLA Contour Bottle (or any other proprietary bottle) has a functional benefit. Refer to such bottles as containers or packaging that are distinctive and identify TCCC’s products. Example: WRONG: “The shape of the Contour Bottle makes it easier to get a firm grip on the bottle.” Use the Dynamic Ribbon Device only in relation to the “COCA-COLA” family of beverages or as a reference to TCCC. Do not combine the Dynamic Ribbon Device with third-party trademarks to create a new design or trademark. Confidential: December 2009 Identity Standards Management Team and Process Coca-Cola Zero | Brand Identity and Design Standards_v1.0 9.0 Confidential: December 2009 Identity Standards Management Team and Process 9.01 Contents Standards Management Principles ........................................9.02 Standards Management Process and Accountability ............9.03 Brand Standards Council........................................................9.04 Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards Management Team and Process 9.02 Standards Management Principles Principles for Alignment to Standards The Identity and Design Standards are meant to drive quality, consistency and productivity across the System worldwide. It is the responsibility of each entity described herein to work towards and have a plan for aligning to the Identity and Design Standards. An assessment process will be put in place so that, periodically, the Company can understand our progress. Principles for Exceptions The Standards, as written, should be the overwhelming norm. Therefore, exceptions should be very limited. A request for an exception must have a valid Business Case and be planned in advance. No work outside of the Standards should be started until an approval has been granted. An exception may have a maximum presence in market of 3 months and may only be leveraged once per year. Roll-out standards Roll-out standards Roll-out standards High Level Process Global Group Business Unit Bottler/Local Standard (Brand, Design and Legal) Amplification (Brand, Design and Legal) Localization (Brand) Execution (Commercialization) Report plans and exception requests Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Report plans and exception requests Report plans and exception requests Confidential: December 2009 Identity Standards Management Team and Process 9.03 Standards Management Process and Accountability Global Group Business Unit Bottler/Local Standard (Brand, Design and Legal) Amplification (Brand, Design and Legal) Localization (Brand) Execution (Commercialization) Uphold and train Groups on Identity and Design Standards Uphold and train Business Units on Identity and Design Standards Uphold and train Bottlers on Identity and Design Standards Responsible for implementing Standards in Bottler/Local Projects Responsible for implementing Standards in Global Projects Responsible for implementing Standards in Group Projects Responsible for implementing Standards in Business Unit Projects Responsible for implementing and renewing Identity and Design Standards Review and record exception requests from Business Units Review and record exception requests from Bottlers or other local entities Deny exception requests or approve for escalation to Global Deny exception requests or approve for escalation to Group Review and record exception requests from Groups All Exception Rights are approved at Global Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Identity Standards Management Team and Process 9.04 Brand Standards Council The following are the primary contacts for reporting roll-out and adoption plans for the Brand Standards. Where exception requests have a valid business case attached and will not live in market for more than 3 months, these contacts will also review exception requests as per their UROHVGH¿QHGRQWKHSUHYLRXVSDJHV(PDLOVWRWKH*URXSVKRXOGRQO\FRPHIURPWKDW*URXSRU Business Units within that Group. Global Group Business Unit Bottler/Local Standard (Brand, Design and Legal) Amplification (Brand, Design and Legal) Localization (Brand) escalation to Group Execution (Commercialization) Brand: Cristina Bondolowski, Derk Hendriksen EUG Brand: Regina Wurz-Janssens EUG Design: Karen Fream EUG Legal: Barry Gerber Email: brandstandards@eur.ko.com Design: Todd Brooks, Lisa Motto, Vince Voron Legal: Danise van Vuuren-Nield, Bernadette Drankoski EAG Brand: Sedef Salingan Sahin EAG Design: Elif Tokat EAG Legal: Linda Spencer Email: brandstandards@afr.ko.com LatAm Brand: Cynthia Gonzalez LatAm Design: Guido Rosales LatAm Legal: Roxana Penagos Email: brandstandards@la.ko.com Pacific Brand: Shakir Moin Pacific Design: Shakir Moin Pacific Legal: Rachel Peterson Email: brandstandards@apac.ko.com Japan Brand: Santiago Bargagna Japan Design: Hide Matsunaga Japan Legal: Hirotoshi Adachi Email: brandstandards@apac.ko.com NA Brand: Caren Pasquale Seckler NA Design: Frederic Kahn NA Legal: Jim Dudukovich/Pamela Mallari Email: brandstandards@na.ko.com Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009

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