brandguideline_ElleVire

GRAPHIC CHARTER

International Food Service Market

10/03/14

Introduction

International Food Service Market This graphic charter presents and defines the graphic identity rules of the Elle & Vire brand.

The application of this identity must be strictly respected for all the media on which it appears so as to guarantee Brand consistency.

1

Contents • Territory

p3

• Logo Basic elements Colour & Black and White Outline Obligations and Forbidden Modifications

p4 p 5/6 p7 p8

• Identity elements Baseline Typography Ampersand Stamp Colour Space Image Concept Use of Photos and Texts on Photos

p 9/11 p 12/13 p 14/15 p 16 p 17/18 p 19/21 p 22/23

• Use on External Media Logo Hook Website Address Publication: magazine, leaflet, product sheet, recipe sheet Powerpoint Media: Web, Video Below-the-line media: kakemonos, clothing, bags Packaging

p 24 p 25 p 26/30 p 31 p 32/33 p 34/36 p 37/38

2

Territory

Position

At CondĂŠ-sur-Vire, between Elle and Vire in Normandy, Elle & Vire is the Brand for the best dairy know-how for those who love life.

Keywords

Normandy, Performance, Excellence, Proximity, Pleasure.

3

Logo - Basic Elements

The manuscript font, the red frame, the word "Professionnel", the Eiffel Tower and the white background are all integral parts of the logo.

4

Logo - Colours The White

The blue / Reflex Blue® C: 100% R: 0 Four-Colour M: 73% Process RGB G: 76 Y: 0% B: 133 K: 2 %

The red / Pantone 485C Four-Colour Process

C: 0% M: 95% Y: 100% K: 0 %

R: 209 RGB G: 0 B: 0 5

Logo - Black and White White

Black 100%

6

Logo - Outline Use on a Coloured Background

The logo is framed with a white contour which enables it to stand out from a coloured background (it is not visible on a white background).

The contour is an integral part of the logo.

x = the thickness of the red line 2x = the thickness of the white outline

The word "Professionnel" must be written in white if the coloured background is has a density of more than 35%.

7

Logo - Obligations and Forbidden Modifications Some examples of forbidden logo modifications:

Minimum size: 10mm Breathing space: The ampersand is placed outside of the outer red frame of the logo

Frame removed

Logo deformed

The colour of the logo has been changed (other than in the specific case of single-colour printing)

The background colour has been changed

x 1.3 =

PROFESSIONNEL

The Brand absolutely must be given breathing space in order to freely express itself.

The font for the word "Professionnel" has been changed The Logo is in reserve

The ÂŽ is recommended in the logo for legal reasons.

8

Identity Elements baseline

Height of space between the logo and the baseline; = the height of the ampersand

Reach excellence together The baseline is red on a white background.

We always use

Hermès FB Thin

Height of the baseline = P of PROFESSIONNEL

It can be used on all printed media, multimedia and non-media.

It is not used on packaging, or on the Chefs' clothing.

9

Identity Elements baseline

Reach excellence together

No other font may be used to write the baseline.

Reach excellence together

The baseline is white on a dark background.

It is always centred on the page and on the logo.

It is placed under the logo when it is at the top of the page.

The baseline is placed as an introduction on media, first page, first image, back, etc.

Place the baseline on the contents page rather than the covers for magazines and leaflets.

10

Examples :

Identity Elements baseline Magazine cover

THE CHEF’S MAGAZINE

Reach excellence together rencontre Vindex Tenkger tendance p.03 talent p.07 savoir faire p.14

BEST FRENCH

PATISSERIE

Page 2 and 3: contents

Reach excellence together

sommaire Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. orem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. orem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut

Lorem ipsum dolor sit amet, consectetur

Retrouvez toute l'actualitĂŠ produit sur notre site

www.pro.elle-et-vire.com/en

adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut

Kakemono 11

Identity Elements Fonts Institutional font: Hermès FB

Running text font: Futura BT

HERMÈS FB is to be used as the reference font: this should be used as a first choice for headings

FUTURA BT is to be used in running text on all printed media and should be used as a first choice for sub-headings.

NORMANDIE normandie

CRÈME crème

NORMANDIE normandie

CRÈME crème

Hermes FB Light.

Hermes FB Reg.

Futura BT Light italic

Futura BT Medium italic

NORMANDIE normandie CRÈME crème Hermes FB Bold.

Futura BT Book

The boldness of the font may be tweaked in order to make the paragraphs and headings more dynamic.

Agencies may obtain the 2-font pack from the entity marketing department.

12

Identity Elements Fonts The font for running text on the web: Arial ARIAL is to be used for all running text, for the web only.

Crème

Arial regular

Crème

Arial Bold

13

Identity Elements Ampersand Examples qualitĂŠ technique

Red 485C White

Grey

424C

425C

The ampersand, one of the symbols of the Brand, may be used to give rhythm to the pages or create a link between different elements.

This symbol must never be used on its own and must be in the Elle & Vire International Food Service colours (preferably grey or white, but red is also possible). Transparency may be used. The Elle & Vire logo must always be near it.

On textiles, it represents the accuracy and know-how of the Brand.

14

Identity Elements Ampersand on External Media The ampersand, an identity element of the Brand, shall also be used on publication and communication media.

Its use is highly recommended in order to reinforce Brand development.

It may: - Be associated with headings - Be faded, at the centre of the page It shall be grey, in harmony with the creation: several shades are possible, with greater or lesser transparency depending on the case.

Kakemono

Reach excellence together

BEST FRENCH

PATISSERIE

Magazine cover

Pantone 422 C

THE CHEF’S MAGAZINE

Pantone 423 C

Pantone 424 C

rencontre Vindex Tenkger

Pantone 425 C

tendance p.03 talent p.07 savoir faire p.14

Retrouvez toute l'actualitĂŠ produit sur notre site

www.pro.elle-et-vire.com/en

15

Identity Elements Stamp Examples

The "Produced in France" stamp may be red, grey or white, depending on the background.

Transparency may be used.

White

Red 485C

Grey

424C

425C 16

Identity Elements Colour Space

30%

50%

10% 10%

The Elle & Vire International Food Service colour space is defined by four main 4 colours: White: cream Grey: Technicality Red: Life Green: Nature Two of the colours are predominant: the white and the grey. The green and the red are used as highlights.

These percentages correspond to the general balance sought by taking all the media into account (background, photos, typography).

17

Identity Elements Colour Space Package and Publication

cmyk C: 0% M: 0% Y: 0% K: 0 %

rgb

web

R: 0 G: 0 B: 0

#ffffff

White

Pantone 422 C

C: 39% M: 30% Y: 32% K: 0 %

R: 162 G: 165 B: 164

#a2a5a4

Pantone 423 C

C: 47% M: 37% Y: 39% K: 3%

R: 142 G: 144 B: 143

#8e908f

Pantone 424 C

C: 59% M: 48% Y: 48% K: 15 %

R: 108 G: 111 B: 112

#6c6f70

Pantone 425 C

C: #a2a5a4 65% M: 55% Y: 52% K: 27%

R: 87 G: 90 B: 93

#575a5d

Grey scale

Pantone 485 C

C: 0% M: 95% Y: 100% N: 0 %

R: 209 G: 0 B: 0

#da2b28

C: 60% M: 4% Y: 100% N: 0 %

R: 121 G: 182 B: 13

#79b60d

Red highlights

Pantone 376 C Green highlights

18

Identity Elements Image Concept 1/3

Pro gesture

Focus on technical actions, skill and professional know-how.

19

Identity Elements Image Concept 2/3

The raw material

The sublimation of the raw material. Close up of the material at rest or moving, raw or transformed.

20

Identity Elements Image Concept 3/3

A Chef’s World

Photos representing the world of the professionals of gastronomy, which incarnate excellence, a demand for results and pleasure. Classic, emblematic portraits of Chefs (Brand ambassadors). Photos of the everyday life of Chefs and their teams: action, sharing and life in a professional kitchen.

21

Identity Elements Use of Photos The imagery of the Elle & Vire Brand must be flush with the spine and the number of images used shall vary depending on the type of document: - one as a double-page spread, - one as a full page image, - 50/50 - and also multiple images, etc.

Full page template

l’excellence au quotidien

50/50 template

A framed image may be superimposed on a bigger photo if it is flush with the spine.

l’excellence au quotidien Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi u.

Magazine «L’excellence» - Issue n°1 - 2013

le goût de la vie

Lorem ipsum dolor sit amet, consectetur

Lorem ipsum dolor sit amet, consectetur

adipisicing elit, sed do eiusmod tempor

adipisicing elit, sed do eiusmod tempor

incididunt ut labore et dolore magna

incididunt ut labore et dolore magna aliqua.

aliqua. Ut enim ad minim veniam, quis

Ut enim ad minim veniam, quis nostrud

nostrud exercitation ullamco laboris nisi ut

exercitation ullamco laboris nisi ut aliquip

aliquip ex ea commodo consequat.

ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetur

x6 template le goût de la vie

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor

Alternate pages of photos with more uncluttered pages of text to make the document breathe more.

le goût de la vie

incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi u.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi u.

22

Identity Elements Text on Photos le goĂťt de la vie

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetur

Cuisine & Technique Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi u.

As a general rule, texts should not be placed on images, other than: - Main headings - Dynamic texts on a photo with a simple background Good legibility shall be ensured in both these cases.

Dans le feu de l’action

The boldness and/or colours of may be tweaked in order to give rhythm to the texts as long as the predefined Brand colours are respected.

23

Use on External Media Logo Hook Banner Colour: blue/ white/ red

The red / Pantone 485C

The blue / Reflex Blue C

The Elle & Vire International Food Service logo is attached to a three-colour banner at the bottom of the page in order to reinforce the Brand with a red identity line.

This banner shall be applied to the Brand's printed media as a signature.

Banner length: it is flush with the left-hand side of the page and stops short on the right, leaving a space equal to half the height of the logo.

The distance between the bottom of the page and the banner is equal to the height of the logo.

The logo (red frame) for A4 format is 52.3 mm wide.

The band / logo provided in the charter is homothetic, on the same page layout (portrait).

The size of the logo must be in proportion with the format.

Thickness of the three-colour banner

=

1/7 of the height of the logo (without the Eiffel Tower and "Professionnel")

24

Use on External Media Website Address The Internet address, the Facebook logo and the Twitter logo shall be centred over the width and the lower third of the back page of the document.

Body text for A4 format: website address = 9 pt Colour: red on light background / white on dark background (same rule as for "Professionnel").

Specific cases: The Internet address internet shall be underneath the banner for simplex and duplex media. (examples: recto press release, recipe sheets or product pitches).

Retrouvez toute l'actualitĂŠ produit sur notre site

www.pro.elle-et-vire.com/en

Retrouvez toute l'actualitĂŠ produit sur notre site

www.pro.elle-et-vire.com/en

25

Magazine

Use on External Media Publications THE CHEF’S MAGAZINE

rencontre Vindex Tenkger tendance p.03 talent p.07 savoir faire p.14

Retrouvez toute l'actualitĂŠ produit sur notre site

1/4 cover

www.pro.elle-et-vire.com/en

Cover

26

Magazine

Use on External Media Publications Vindex Tengker rencontre

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore

ea commodo consequat. orem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut

magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi u.

Double page

27

Use on External Media Publications

Leaflet

PARTENAIRE DE VOS

L’EXCELLENCE AU SERVICE DES PROFESSIONNELS

CRÉATIONS

L’expertise du leader historique depuis plus de 15 ans er

Elle & Vire Professionnel est le créateur du 1 appareil à dessert UHT en 1995

La marque préférée des professionnels 39%

de notoriété*

DES SERVICES POUR VOUS ACCOMPAGNER AU QUOTIDIEN

Retrouvez toute l'actualité produit sur notre site

Page text

Back Cover

www.pro.elle-et-vire.com/en

Front Cover

28

Use on External Media Publications

Product Sheet

CRÈMES CREAMS NATAS CRÈME EXCELLENCE EXCELLENCE WHIPPING CREAM CREMA EXCELENCIA INGRÉDIENTS / INGREDIENTS / INGREDIENTES :

UHT Long Life Whipping Cream 35.1% fat content Cream (manufactured from cow milk), thickener: carrageenan (E407).

CONSERVATION / STORAGE /

:

CONSERVACIÓN

Nata Líquida Esterilizada UHT 35.1% MG Nata (de leche de vaca), espesante : carragenanos (E407).

Pour une qualité optimale, conserver entre +4°C For optimum quality, store between +4°C et +8°C. Après ouverture, garder au froid et and +8°C (39° - 46°F). After opening, keep consommer rapidement. refrigerated and use quickly.

NE PAS CONGELER DO NOT FREEZE

VALEURS NUTRITIONNELLES POUR 100 G / NUTRITIONAL VALUES PER 100 G /

Para una calidad optima, conservar entre +4°C y +8°C. Una vez abierta, conservar en el frigorífico y consumir rápidamente.

NO CONGELAR

VALORES NUTRICIONALES PARA 100 G :

Valeur énergétique / Energy Valor / energético: Protéines / Protein /Proteínas: Lipides / Fat / Grasas :

336 kcal (1385 kJ) 2,1 g 35,1 g

Acides gras saturés / Saturated fat acids Acidos / grasos saturados Acides gras trans / Trans fatAcidos / grasos trans

22,8 g 1,9 g

Glucides / Carbohydrate Hidratos / de carbono :

3,0 g

Sucres / Sugars / Azúcares Fibres alimentaires / Food fibersFibras / alimentarias

3,0 g 0g

Sodium / Sodio :

30 mg

CONDITIONNEMENT / PACKING / ENVASE :

Colisage / Case / Empaquetado

Unité / Unit / Unidad Produit/ Product / Producto

EAN

Crème Cuisson Excellence Excellence Cooking Cream Crema Excelencia

3 161911 703385

RCS Coutances 389 297 664 - Elvir Condé-sur-Vire - France. 0313

Crème Liquide Stérilisée UHT 35,1% MG Crème (issue de lait de vache), épaississant : carraghénanes (E407).

Palettisation / Pallet / Paletización

Poids net/ Nb d’unités/ Dimensions/ Poids net/ Poids brut/ Nb de cartons Couches/ Hauteur/ Poids brut/ Net weight/ Nb units/ Sizes/ Net weight/ Gross weight/ Nb outer cases/ Layers/ Height/ Gross weight/ Peso neto Cantidad de Dimensiones Peso neto Peso bruto Cantidad de cajas Filas Altura Peso bruto (kg) unidades L x W x H (cm) (kg) (kg) (cm) (kg) 989

12

38,5 x 18,5 x 20,4

11,9

12,4

72

6

117

770

CODE DOUANIER / CUSTOM CODE / CODIGO DE ADUANA :

Toutes références / All references / Todas referencias : 0401503110

Retrouvez toute l'actualité produit sur notre site

www.pro.elle-et-vire.com/en

29

Recipe Sheet

Use on External Media Publications

FICHES RECETTES # 01 PARIS BREST

PARIS BREST INGREDIENTS The puff pastry

• 60g of butter • 125 g of flour • 5 eggs • salt • 25 cl of water • 50 g of flaked almonds

Cremate muslin

• 1/4 l of confectioner's custard • 125 g of butter • 75 g from praline to dough • 20 g of icing sugar

In the bowl of the robot, cremate in the flat whip the icing sugar and the softened butter, add the powder of almond(kernel), the salt, the mixed and sieved vanilla, the egg and the sifted flour. Do not work too much the dough. Gather(collect) her(it) in ball, then spread(display) her(it) over a paper sheet cooking, on a thickness of 4 or 5mm.

Cover a plate(patch) of paper cooking, put the circle with tart and spread(display) the dough in the circle by resting(supporting) gentillement on sides so that the dough adheres to the circle.

With a not notched knife, cut the surplus of dough..

Melt the chocolate in the bain-marie, boil the cream with the sieved vanilla, add the extract and the powder of vanilla and pay(pour) this cream in 3 steps into the chocolate by rubbing in the maryse to obtain a smooth and shiny mixture.

Mix and use immediately.

At the bottom(In fact) of tart, pay(pour) 2/3 of the lower jaw. Soak in the brush the record(disk) of sponge finger with the vanilla syrup, put him(it) in the center of the tart and rest(support) slightly.

Pay(Pour) the rest of lower jaw and let cool.

Retrouvez toute l'actualité produit sur notre site

www.pro.elle-et-vire.com/en

30

Use on External Media Powerpoints

•

Heading

The powerpoint mask, which can be obtained from the entity marketing department, exists with and without the logo.

Installation du pack Hermès sur les postes internes par le service informatique Bongrain

Page Text

Example Page with Images

Hermès shall be the font used The images shall be placed in throughout the powerpoint. accordance with the above rules To animate it and provide more for the organisation of photographs. clarity, Hermès Bold shall be used for the headings and Hermès Regular shall be used for sub-headings and texts. The size of the font shall be adapted to the size of the text.

31

Use on External Media Media

Web

HOME

THE PRODUCTS

CHEFS

PRODUITS

INSPIRATIONS

DÉCLINAISONS

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore aliqua.

La chantilly Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. www.pro. elle-et-vire.com/en

site

newsletter

32

Use on External Media Media

Video

TITRE Sous-titre

Intro Page

The video shall start with the full-screen, centred logo.

Text Over Image

When text is required over the image, the text shall be freely positioned on a part of the image which is neutral, so as to ensure its legibility.

• XXOOOXOXOXOXOXOXOXOXOXOXOXOXOXOOXOXOXXOOXX XOXOXOXXOXOXOX

Pack Shot (end of video)

The product pack shot shall be given on a white background at the end of the video, with the Brand signature and logo hook.

33

Use on External Media Below-the-line Media

POS: kakemono

Reach excellence together

BEST FRENCH

PATISSERIE

Retrouvez toute l'actualitĂŠ produit sur notre site

www.pro. elle-et-vire.com/en

34

Clothing

Use on External Media Below-the-line Media

White or black jacket and apron and black trousers NB: The cut of the jacket and apron shall be optimised in 2014 within the framework of the project for the future Maison du Beurre et de la Crème (Butter and Cream House) in coordination between EVI and AFS

35

Bag

Use on External Media Below-the-line Media

n

/e

.com

vire

t-

-e

.elle

tre

t sur

dui

litĂŠ

tua

te

z tou

uve

tro

Re

l'ac

pro

no

site

ww

ro w.p

On the sides of the bag at the bottom: Internet address and Facebook et Twitter logos

36

Use on External Media Packaging

D

E D U C

I N

F R

A

N

C E

P

R

O

Sublime

Crème au Mascarpone Cream with Mascarpone

43°F 36°F

Net WT 34 Fl oz (1 liter / 999 g)

IDEAL FOR PASTRY

6°C 2°C

Keep refrigerated

The logo shall be attached to a blue, white and red banner representing the gastronomic dimension of the Brand and French know-how.

37

Use on External Media Packaging P

Minimum breathing space above the logo the height of = from "Professionnel"

Minimum breathing space on the side = the width of two Ps from "Professionnel"

Height of the banner = the height of P from "Professionnel"

BRAND BLOCK E D U C

I N

F R

A

N

C

BRAND BLOCK E

R

O

D

P

D

PRODUCT DESIGNATION CREAM

35,1%

E D U C

I N

F R

A

N

C E

Minimum breathing space below the logo = the height of P from "Professionnel"

P

R

O

PRODUCT DESIGNATION

FAT

PRODUCT SUPERIORITY & RECIPE IMAGE

PRODUCT SUPERIORITY & RECIPE IMAGE

Respect the proportions relative to the frame defined above.

In the event of a wider carton, the three-colour banner may be lengthened. The size of the logo shall stay the same.

38