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KFC 2012 BRAND BOOK


TABLE OF CONTENTS Our Story............................................................................................................................................... 4 Think. Feel. Do. ...................................................................................................................................12 Tagline ............................................................................................................................................... 20 General Market Broadcast Creative Guidlines ............................................................................. 22 Our Brand Voice .................................................................................................................. 23 The Way It Works ................................................................................................................. 24 Shooting Live Action ............................................................................................................ 34 Shooting Our Food............................................................................................................... 36 Graphics ............................................................................................................................... 40 Identity Signature ................................................................................................................. 44 Music & Voiceover............................................................................................................... 45 Copy ...................................................................................................................................... 46 Dos & Don’ts ........................................................................................................................ 47 Radio ..................................................................................................................................... 48 Multicultural Broadcast Creative Guidelines ................................................................................. 50 African American Advertising ............................................................................................ 52 Hispanic Advertising ........................................................................................................... 54 POP and Print Creative Guidelines.................................................................................................. 68 Local Agency Approval Process...................................................................................................... 88

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OUR STORY 4

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At KFC, we have a story to tell. A story unlike any other in our category. A story that not many of our customers know, but that we should never be shy about taking credit for. And our story begins with one word:

FRESH 6

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Our whole chicken is delivered fresh and prepared fresh in-store by real cooks with our world-famous recipes. That’s a claim no one else can make. FRESH is an ownable, competitive point of difference that has been the core of our brand for more than 70 years. We work hard for FRESH because

FRESH And the best part is, people don’t have to take our word for it. They just have to take a bite.

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TASTES BETTER 9


FRESH Every piece of communication our customers see, hear or interact with has to not just ask, but DEMAND reconsideration of the brand. Every customer touchpoint should be exciting, unexpected and fun, eliciting the response: “I didn’t know that about KFC – KFC is a brand for me.” Every interaction should compel someone to drive by our competitors and fall in love with our world-famous taste all over again.

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IS OUR MINDSET

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WHAT DO WE WANT OUR CUSTOMERS TO THINK? FEEL? DO? 12

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THINK How do we get more people thinking about KFC in a fresh way? Through stories. Stories that surprise and delight. Stories that are always deeply rooted in insights around the food. These insights should be honest, relatable human truths with a strong connection to the product benefit. We should tell our stories in a confident, unapologetic voice. Above all, our stories should be FUN. Eating KFC is a visceral, pleasurable experience and though we are very serious about the way we prepare our food, we should never take ourselves too seriously.

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FEEL Our customers feel the way they do about us primarily because of one thing: how our food tastes. Our food is what got us here. Our food is what will keep customers coming back. So our food should be the center of every piece of communication. More than that, it should be the catalyst in every scenario, and it should be clear from the advertisement what the food is making someone think, feel or do.

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DO

Every concept must include a strong call to action that is clear, prominent and memorable. Every customer should walk away from the communication knowing exactly what it is we want him or her to do. Graphics should always be used to both reinforce the call to action and maintain a consistent thread through all customer touchpoints: in-store, online and on television.

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TAGLINE Our tagline should be the final punctuation on every piece of communication, reinforcing two key points about our brand: We are proud of, but never rooted in our past. KFC is a brand that is relevant TODAY. We have one mission: serve the world’s best-tasting chicken. Period.

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OUR BRAND VOICE

GENERAL MARKET

BROADCAST CREATIVE GUIDELINES 22

A FRESH EXPERIENCE In other words, familiarity with a twist. Fresh is an attitude that guides and informs our entire point of view. Is the communication unexpected and surprising? Is it progressive, forward-thinking and new? Is it rejuvenating or energizing? Does it compel someone to reconsider KFC?

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THE WAY IT WORKS 24

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PART 1 Viewers are introduced to a situation designed to pique curiosity and grab attention. That may provoke the reaction, “Huh? What’s going on here?”

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THE LEAN IN

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PART 2 This is a fresh twist on reality that should involve the viewer and give the product payoff. The food should always be the driver of the situation, advancing the storyline. This should give the viewer an “Ah…now that’s clever” moment, clarifying the message while at the same time engaging the audience and making them smile.

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THE HOOK

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PART 3 Every spot should end by memorably sealing the deal, clearly detailing the unique promotion, food language, product/price proposition and call to action. It may also include a smile and a nod back to the live action.

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THE CLOSE

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IN

BRAND VOICE

OUT

UÊ,i>]ÊÀi>Ì>Li]ʈ˜Ãˆ}…ÌvՏÊiÛiÀÞ`>ÞÊÈÌÕ>̈œ˜Ã

UÊ>˜Ì>ÃÞʜÀÊv>˜Ì>Ã̈V>

UÊ iÛiÀʅՓœÀÊ܈̅Ê՘iÝ«iVÌi`ÊÌ܈ÃÌÃ

UÊ->«‡Ã̈VŽ]ʜÛiÀ‡Ì…i‡Ìœ«Ê…Õ“œÀ

UÊÀiÅ]Ê՘ˆµÕiʓœ`iÀ˜ÊÌ>ŽiÃʜ˜Êˆvi

UÊœÀVi`]ʜÛiÀ‡Ì…i‡Ìœ«Ê>˜`ÊVœ˜ÌÀˆÛi` moments that try too hard UÊ7i‡ÜœÀ˜]Êv>“ˆˆ>ÀÊÌiÀÀˆÌœÀÞ

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POT PIE The Lean In.

CHICKEN LITTLES The Lean In.

The Hook.

The Hook.

The Close.

The Close.

Two ‘70s dudes grooving to a classic ‘70s tune end up at a modern-day KFC.

“Some things never go out of style.”

“Classic, man. Classic.”

A boss goes into a rant where he substitutes the word “little” for “big.”

“Little is the new big.”

“Big tastes for a little price.”

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HOW WE SHOOT LIVE ACTION Just as Fresh applies to what we say, it should also apply to the way we shoot our commercials. Live action should be shot in a real, observational, filmic style, not over-the-top or stylized. The emotion should come through naturally and the twist should come from the story or performance, not from visual contrivance.

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HOW WE SHOOT OUR FOOD

How do you showcase the world’s best chicken? With the world’s best food photography. Pictures that make your mouth water. Film that makes you want to lick the screen. Our food footage is one more opportunity to reinforce freshness, and anytime we show our food, we should emphasize fresh cues like bubbling crusts, steaming chicken and hand-breading. Colors, backgrounds and environment should be chosen to emphasize warmth, home-style preparation and presentation, never feeling cold or industrial. NCAC has new food foodage available for a nominal fee. Source: Holly Goode, NCAC Cost: NCAC will provide

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FRESH FOOD DOS Fresh preparation Bubbling crusts Steaming chicken Hand-breading

FRESH FOOD DON’TS Chicken storage cabinet Factory or assembly-line feel Bare hands touching chicken Raw, un-floured chicken

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GRAPHICS

When not using a specific product logo, product supers should appear in the typeface Tungsten Bold. This is our primary typeface for retail and price points. White is the primary color. If the background doesn’t support white, PMS 485 red may be used.

Product names should be treated in an interesting, graphic way that complements the story and makes it clear what our customers should ask for.

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When necessary, to help tell the story, we have freedom to break away from Tungsten Bold and use a more concept-specific typeface. When we choose another typeface in television, it should match corresponding in-store and online messaging for that product. See below example for Pot Pie.

Graphic stamps should be used to reinforce key product attributes or news and should be aggressive and graphic, literally stamped over photography.

Whenever we talk about fresh preparation, we should incorporate our signature “Freshly Prepared� stamp.

Price points should be supered on-screen in Tungsten Bold. They should be prominent and compelling. When possible, we should add movement to price point graphics to grab attention.

FULL-COLOR VERSION preferred

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2-COLOR VERSION secondary

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IDENTITY SIGNATURE

The KFC signature is made up of the Colonel Sanders image and the words TODAY TASTES SO GOOD. Every spot should end with the identity signature represented visually and in audio, and the VO speaking the tagline, TODAY TASTES SO GOOD. The Colonel should be to the left side of a red field and the tagline should explode aggressively onto the screen to the right. The words TODAY TASTES SO GOOD should always be level, never angled. In some specific cases, the audio voice over of the signature may be replaced by other live action audio or VO that helps tell the story in the commercial. CMYK 0 100 79 20

RGB 167 25 51

PMS 187

CMYK 0 13 49 98

Music should be used only insofar as it enhances the live action and helps tell the story. Music is not mandatory. When used, music should be organic to the concept in the spot, for example, a classic ‘70s track playing while two ‘70s dudes cruise through the KFC drive-thru. Whether the music is a licensed track or an original composition, we should hold it to the same standard of freshness – it should never feel like a “canned” jingle track or a distraction from what’s happening on the screen.

VOICEOVER

Our voiceover talent is Michael Lippert. He brings a youthful, friendly, but very confident tone, delivering the payoff of the commercial along with important product descriptors and retail copy. Talent: Michael Lippert, SAG Member Talent agency: Stewart Talent/Chicago Agent name/phone/email: Joan Sparks (joan@stewarttalent.com) Phone: 312-943-3131

RGB 39 34 19 BLACK

NOTE: Do not use the reproduction for color matching; refer to the Pantone® Coated color swatch books when specifying ink colors. Always consult your printer regarding recommendations for the most accurate reproduction of builds and mixes of the brand colors. 44

MUSIC

Only in certain circumstances and with KFCC advertising approval may an alternate voice talent be used to accommodate the specific needs of a particular commercial. 45


COPY

GM TV DOs & DON’Ts

Remember, our goal is to keep the work consistent. To do so, please make sure all television advertising is in line with the following dos and don’ts.

How we talk about Fresh.

In every commercial, we should include a voice-over reference to “freshly prepared.” In addition, we should incorporate verbal fresh and taste cues like these whenever possible:

Hand-breaded World’s best chicken Delicious Mouth-watering Irresistible Freshly delivered Freshly prepared by a real cook Real meals Homestyle sides Signature recipe Fluffy buttermilk biscuits 11 herbs and spices Secret recipe World-famous recipes

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DOs

UÊ UÊ UÊ UÊ UÊ UÊ UÊ UÊ UÊ UÊ UÊ

DON’Ts

UÊ UÊ UÊ UÊ UÊ UÊ UÊ

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Êvœœ`ÊvœœÌ>}i°ÊÊvœœ`ÊvœœÌ>}iÊ܈ÊLiÊŜÌÊ>ÌÊ̅iʘ>̈œ˜>ÊiÛi iÛiÀÊÕÃiÊ>˜Ê>V̜ÀÊ«œÀÌÀ>ވ˜}Ê̅iÊ œœ˜iÊˆ˜ÊˆÛiÊ>V̈œ˜

œÊ˜œÌÊÃiÌÊ>ÊëœÌʈ˜Ê>Ê̈“iÊ«iÀˆœ`ʜ̅iÀÊ̅>˜Ê̅iÊ«ÀiÃi˜ÌÊ`>Þ 9œÕʓ>ÞʘœÌÊÕÃiÊvœœÌ>}iÊvÀœ“Ê«>ÃÌÊV>“«>ˆ}˜ÃÊ­i°}°]Ê̅iÊ܅ˆÌiÊܜÀ`® -…œÜˆ˜}Êvœœ`ʈ˜Ê>˜Ê՘>««ï∘}ÊÃÌ>ÌiÊ­i°}°]ÊÀ>ÜÊV…ˆVŽi˜®ÊˆÃʘœÌÊ>œÜi` iÛiÀÊÕÃiÊÃÌ>̈VÊŜÌÃʜvÊvœœ`

>À̜œ˜Ê>˜ˆ“>̈œ˜ÊˆÃʘœÌÊ>œÜi`

œÊ˜œÌÊLÀi>ŽÊ̅iÊÀՏiÃʜvÊ̅iÊÃÌޏiÊ}Ո`iÊ­i°}°]ÊŜÜÊTODAY TASTES SO GOOD in any form other than the approved art) 47


RADIO GUIDELINES RADIO 48

Our radio advertising should be an extension of whatever message we are communicating on television and in-store. This does NOT mean however, that we should feel constrained to replicate TV and in-store creative on the radio.

We should embrace the radio medium, always striving to create theater of the mind for our listeners. We should avoid spots comprised solely of straight VO reads of product copy. Our radio ads should be every bit as fresh, fun and compelling as the other pieces of our campaign. Often this will mean executing against the same insight a little differently on the radio than on TV.

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MULTICULTURAL BROADCAST CREATIVE GUIDELINES 50

Multicultural consumers are an important part of KFC business, with African Americans and Hispanics representing a significant portion of transactions. In order to maintain and grow this consumer base, creating culturally relevant advertising that appeals and speaks directly to these segments is critical to the overall growth of our business. When creating any advertising, we must be respectful of different cultures and be sensitive to the needs and emotional touchpoints of each audience. The next few pages provide guidelines for KFC African American and Hispanic advertising, as well “Dos and Don’ts” that should always be considered when creating any promotional marketing messages.

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AFRICAN AMERICAN ADVERTISING

AFRICAN AMERICAN TV DOS & DON’TS DOs DON’Ts

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Follow the general market broadcast creative guidelines in addition to the points below: Ê ÊUÊ7>À`ÀœLi]ʍiÜiÀÞÊ>˜`ÊÃiÌÊ`iÈ}˜ÊŜՏ`ÊÀiyiVÌÊVՏÌÕÀiÊ܈̅œÕÌÊLiˆ˜}Ê̜œÊÌÀi˜`ÞʜÀÊÃÌiÀiœÌÞ«ˆV>°Ê UÊÕÈVÊ­ˆvÊÕÃi`®ÊŜՏ`ÊLiÊVՏÌÕÀ>ÞÊÀiiÛ>˜Ì° Ê UÊ >ÃÌÊŜՏ`ÊLiÊ`ˆÛiÀÃi]ÊÀ>˜}ˆ˜}ʈ˜Ê…ÕiÃÊvÀœ“Ê`>ÀŽÊ̜ʏˆ}…ÌÊVœ“«i݈œ˜Ã°Ê Ê UÊ >ÃÌÊŜՏ`ÊLiÊÜi‡Ã«œŽi˜]Ê>ëˆÀ>̈œ˜>Ê>˜`Ê«…ÞÈV>ÞÊwÌ° Ê UÊ ˜ÃÕÀiÊVœ˜Ìi˜ÌÊ>˜`ʅՓœÀÊ>Àiʈ˜Ê}œœ`ÊÌ>ÃÌi]Ê>˜`Ê`œÊ˜œÌÊ«œÀÌÀ>ÞÊÃÌiÀiœÌÞ«ið Ê UÊÊ-…œÜÊ>ÊÃÌÀœ˜}Êv>“ˆÞÊ՘ˆÌÊ܈̅Ê>ʓ>ÀÀˆi`ʓœÌ…iÀÊ>˜`Êv>̅iÀ°ÊÊÜi``ˆ˜}ÊÀˆ˜}Ê>œ˜iʈÃʘœÌÊi˜œÕ}…ÆÊ it is important to show both parents. UÊ œ˜½ÌÊÕÃiÊÏ>˜}ʈ˜Ê“iÃÃ>}ˆ˜}° UÊ œ˜½ÌÊŜÜÊȘ}i‡«>Ài˜ÌÊÃVi˜>ÀˆœÃÊLÕÌʈ˜ÃÌi>`ÊLiÊÃÕÀiÊ̜ÊŜÜÊLœÌ…Ê«>Ài˜Ìð

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HISPANIC

ADVERTISING

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BUENĂ?SIMO LOCAL TV GUIDELINES

BUENĂ?SIMO BROADCAST SIGNATURE

AVO: Adrian Olivares, 305-803-3017, adrian.olivares@antennasound.com Cost: Talent to provide cost estimate

The broadcast tag consists of a buenĂ­simo sing-out and animated tagline. All broadcast advertising must end with the buenĂ­simo sing-out, “mĂĄs que bueno, buenĂ­simo,â€? or in instances when time does not allow, simply “buenĂ­simo.â€? Only the “buenĂ­simoâ€? song and its approved variations may be used as music in radio and television spots.

Food: NCAC has new food footage available for a nominal fee Source: Holly Goode, NCAC Cost: NCAC will provide

The sing-out is already incorporated into the “buenĂ­simoâ€? music beds and should match up with the timing of the animated tagline. Several lengths of the mnemonics are available.

Music: “BuenĂ­simoâ€? by Pablo de la Loza Source: Available for download on kfcstyleguide.com

Graphics: Use the font Tungsten Bold for TV price points and product names. White is the primary color. If the background does not support white, PMS 485 red may be used.

1*#/0!*Ĺś+( ŜŜŜŜ ŜēŜ !"#$%&'()*+,-./0123456ĹśÄ“ĹśÄ‚ÄƒÄ„Ä…Ä†Ä‡ÄˆÄ‰ÄŠÄ‹ÄşÄž

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BUENÍSIMO BROADCAST SIGNATURE

LONG

The broadcast tag consists of a buenísimo sing-out and animated tagline. All broadcast advertising must end with the buenísimo sing-out, “más que bueno, buenísimo,” or in instances when time does not allow, simply “buenísimo.” Only the “Buenísimo” song and its approved variations may be used as music in radio and television spots. The broadcast tag consists of a buenísimo sing-out and animated tagline. All broadcast advertising must end with the buenísimo sing-out, “más que bueno, buenísimo,” or in The “long” version ofthe the animation which the word “bueno” becomes “buenísimo” should used The sing-out is already incorporated “Buenísimo” musicthein beds and should match the timing of themay animated tagline. Several lengths of thebe mnemonics are instances when time does not allow, into simply “buenísimo. ” Only “Buenísimo” song andup itswith approved variations be used as music in radio and television spots. in conjunction with (“más queinbueno, available. The “long” version of the animation in which the wordthe buenolonger becomessing-out buenísimo should be used conjunctionbuenísimo”). with the longer sing-out (“más que bueno, buenísimo”). The sing-out is already incorporated into the “Buenísimo” music beds and should match up with the timing of the animated tagline. Several lengths of the mnemonics are available. The “long” version of the animation in which the word bueno becomes buenísimo should be used in conjunction with the longer sing-out (“más que bueno, buenísimo”).

long

SHORT

The “short” version of the animation should be used in conjunction with the shorter sing-out (“buenísimo”). long

BUENÍSIMO BROADCAST LOCKUP BUENÍSIMO BROADCAST LOCK-UP

The television lockup for this tagline is an in-environment, live-action shot of an appropriate KFC product in packaging with the Colonel and KFC logo facing the camera and the The television lockup for this tagline is an in-environment, live-action shot of an appropriate KFC product in packaging with the Colonel buenísimo logotype (which has just come in using the animation described on the previous page) and KFC logo facing the camera and the buenísimo logotype (which has just come in using the animation described on the previous immediately to the right. The KFC packaging should the page) immediately to theon right the of it. Theproduct KFC on the product packaging should be alignedbe withaligned the words so itwith reads KFC buenísimo. words so reads Under no circumstances are theit product and KFC logotypebuenísimo. order to be reversed. Under no circumstances is the order of the product and logotype to be reversed.

The “short” of theversion animation should be animation used in conjunction with thebe shorter sing-out (“buenísimo”). with the shorter sing-out (“buenísimo”). Theversion “short” of the should used in conjunction

short For animation, please contact Holly Goode at the NCAC. Music beds are available for download at kfcstyleguide.com short For animation, please contact Holly Goode at the NCAC. Music beds are available for download at kfcstyleguide.com For animation, please contact Holly Goode at the NCAC. Music beds are available for download at kfcstyleguide.com 24 24 58

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BUENÍSIMOBUENÍSIMO IDENTITY SIGNATURE IDENTITY SIGNATURE

The KFC buenísimo signature is made up of the Colonel Sanders logo and the word “buenísimo.” It should always be used in its entirety. The relationship between the logo and logotype should never be shifted or adjusted. The logotype is set with specific letter spacing, and the logotype letterforms are customized for the KFC brand. Always use the approved artwork when reproducing the KFC identity. Never manually key in the words in conjunction with the logo.

BUENÍSIMO IDENTITY SIGNATURE BUENÍSIMO IDENTITY SIGNATURE Logos shown are available for download at kfcstyleguide.com

BUENÍSIMO IDENTITY SIGNATURE

BUENÍSIMO SIGNATURE CLEAR SPACE To ensure that the visibility and legibility of our logo mark are maintained, a minimum amount of clear space (represented by the rectangular dashed line) must surround our identity signature to protect it from competing visuals such as copy, photography or illustrations.

The clear space on each side of the signature should always be equal to or greater than the height of the “b” in the signature. This minimum amount of space is required in all directions surrounding the mark, including when it is The KFC buenísimo signature is made up of the Colonel Sanders logo and the word buenísimo. It should always be used in its entirety. The relationship between the logo and logotype should never be shifted or adjusted. featured at the bottom or top of a page. The logotype is set with specific letter spacing, and the logotype letterforms are customized for the KFC brand. NOTE: Always use the approved artwork when reproducing the KFC identity. Never manually key in the words in conjunction with the logo. The minimum clearance between the logo and other elements is equal to the height of the “b” in the logotype. Logos shown are available for download at kfcstyleguide.com

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The KFC buenísimo signature is made up of the Colonel Sanders logo and the word buenísimo. The KFC buenísimo signature is made up of the Colonel Sanders logo and the word buenísimo.It should always be used in its entirety. The relationship between the logo and logotype should never be shifted or adjusted. logotype is set or withadjusted. specific letter spacing, and the logotype letterforms are customized for the KFC brand. It should always be used in its entirety. The relationship between the logo and logotype shouldThenever be shifted usebrand. the approved artwork when reproducing the KFC identity. Never manually key in the words in conjunction with the logo. The logotype is set with specific letter spacing, and the logotype letterforms are customized Always for the KFC Always use the approved artwork when reproducing the KFC identity. Never manually key in the words in conjunction with the logo. Logos shown are available for download at kfcstyleguide.com Logos shown are available for download at kfcstyleguide.com The KFC buenísimo signature is made up of the Colonel Sanders logo and the word buenísimo. It should always be used in its entirety. The relationship between the logo and logotype should never be shifted or adjusted. The logotype is set with specific letter spacing, and the logotype letterforms are customized for the KFC brand.

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X

X

X

X X

X

X

X The clear space on each side of the signature should always be equal to or

The clear space on each side of the signature should always be equal to or greater than the height of the “b” in the signature. This minimum amount of than the height of the “b” in the signature. This minimum amount of X is required in greater space all directions surrounding the mark, including when it is space is required in all directions surrounding the mark, including when it is at the bottom or top of a page. at the bottom or top of a page.

X

X

To ensure that the visibility and legibility of our logo mark are maintained, To ensure that the visibility and legibility of our logo mark are maintained, aX minimum amount of clear space (represented by the rectangular dashed a minimum amount of clear space (represented by the rectangular dashed line) must surround our identity signature to protect it from competing line) must surround our identity signature to protect it from competing visuals such as copy, photography or illustrations. visuals such as copy, photography or illustrations.

X

X note: note: The minimum clearance between the logo and other elements is equal The minimum clearance between the logo and other elements is equal to the height of the “b” in the logotype. to the height of the “b” in the logotype.

X X

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X

X

BUENÍSIMO GUIDELINES

In Spanish-language advertising, it is appropriate to leave trademarked product names in English since that is how the products will be presented and ordered at the store. However, Spanish descriptors should also be used to explain the products and clearly communicate the offer.

X X

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Whenever we talk about fresh preparation in Spanish, we should incorporate our signature, in-language “Freshly Prepared” stamp. Original Recipe®: Leave product name in English. Describe as “receta original.” Extra CrispyTM: Leave product name in English. Describe as “crujiente.” Kentucky Grilled Chicken®: Leave product name in English. Describe as “pollo asado.” Pieces (of chicken): Piezas (de pollo) Leg or Thigh: Pierna o Muslo White Meat: Carne Blanca Dark Meat: Carne Oscura Sides: Complementos Biscuits: Biscuits Mashed Potatoes with Gravy: Puré de Papa con Salsa Gravy Cole Slaw: Ensalada de Col Bucket: Cubeta

64

Hand-breaded: Empanizado a mano World’s best chicken: El mejor pollo del mundo Delicious: Delicioso Mouth-watering: Provocativo; sabroso; or apetitoso Irresistible: Irresistible Freshly delivered: Entregado fresco; Llega fresco; or Se entrega fresco Freshly prepared by a real cook: Preparado fresco por un cocinero(a) certificado(a) Real meals: Buenas comidas Homestyle sides: Complementos caseros Signature recipe: Receta única; or Receta especial Hot/fresh biscuits: Biscuits recién horneados 11 secret herbs and spices: 11 especias secretas Secret recipe: La receta secreta World-famous recipes: Recetas famosas; or Recetas de fama mundial

FULL-COLOR VERSION preferred

2-COLOR VERSION secondary

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BUENÍSIMO TV DOS & DON’TS

DOs DON’Ts

66

Follow the general market broadcast creative guidelines in addition to the points below: Ê ÊUÊ7>À`ÀœLiÊ>˜`ÊÃiÌÊ`iÈ}˜ÊŜՏ`ÊÀiyiVÌÊVՏÌÕÀiÊ܈̅œÕÌÊLiˆ˜}ÊÃÌiÀiœÌÞ«ˆV>ÊœÀÊVˆV…j° UÊ >ÃÌÊŜՏ`ÊLiÊ`ˆÛiÀÃi]Ê>ëˆÀ>̈œ˜>Ê>˜`Ê«…ÞÈV>ÞÊwÌ° UÊÊ-«iVˆ>Ê>ÌÌi˜Ìˆœ˜ÊŜՏ`ÊLiÊ«>ˆ`Ê̜Ê-«>˜ˆÃ…‡>˜}Õ>}iÊ`ˆ>iVÌÃÆÊÌÀÞÊ̜ÊV>ÃÌʘiÕÌÀ>Ê>VVi˜ÌÃÊ as much as possible. Ê UÊ iÜ>Àiʜvʏ>˜}Õ>}iÊ̅>ÌʈÃÊ̜œÊVՏÌÕÀ>ÞÊëiVˆwV° Ê UÊ7…i˜ÊÀiVœÀ`ˆ˜}ÊޜÕÀʜܘÊÌ>V̈V]ÊÕÃiʜ˜ÞÊ>««ÀœÛi`Ê6"Ê`Àˆ>˜Ê"ˆÛ>Àið UÊ œÊ˜œÌÊ`ÕLÊ ˜}ˆÃ…‡Ã«i>Žˆ˜}Ê>V̜ÀÃÊ܈̅Ê-«>˜ˆÃ…ʏ>˜}Õ>}i°Ê UÊ/iiۈȜ˜Ê˜iÌܜÀŽÃÊ܈Ê˜œÌÊ>VVi«ÌÊ̅ˆÃÊVÀi>̈Ûi°

67


TURNING

POP & PRINT

CREATIVE

GUIDELINES 68

FRESH THINKING INTO ACTION

Our fresh message comes home at the Point-of-Purchase. With warm, inviting, world-class food photography tantalizing customers at each touchpoint, the mission becomes one of converting interest into purchase. This is accomplished through clear and concise promotional messaging delivered in a style and manner consistent with all other campaign elements. Fresh is the hook and a clean, compelling offer is the message that turns attraction into action.

69


POP & PRINT GRAPHICS Graphics go a long way in telling our story of Fresh. Though the styles will vary somewhat to best fit a product offering, the graphics will always be fresh and forward-thinking and convey a sense of fun and personality.

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71


In each promotion, a product name logo may drive the graphic look throughout all media. Product promotional logos will usually tie into an insight-driven story. These icons should be easily read and should clearly communicate the product being offered. Supporting type and graphics should expand on the personality of the product logo.

We always want to take advantage of any opportunity to deliver our fresh message, so graphic stamps have been designed to fit many print and POP communications. The best places to use these icons are on the interior standee, drive-thru extender and drive-thru menu topper. In print, the stamps can be applied to reinforce product attributes. Whenever we talk about fresh preparation, we should incorporate our signature “Freshly Prepared� stamp.

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73


FONTS

Although various type fonts may be used in designing product icons, consistency in brand messaging is important in establishing a relevant brand look. Promotional messaging should be communicated in a clear, consistent manner.

In POP, print and coupons, HEADLINE type (except when using a product logo) should be Block Berthold Condensed. It is clean, bold and easily read. It is also the preferred font for price point communication.

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890 To lend personality to our message, an additional font called Hand of Sean may be selected for SECONDARY support to our brand icons and headlines.

ABCDEFGHIJKLMNOPQRSTUVWXYZ       abcdefghijklmnopqrstuvwxyz       For longer text, BODY COPY and component copy, it is recommended that you use the font family called Vag Rounded.

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890 74

75


PHOTOGRAPHY We have great food and we sell it through great food photography. We want our photography to move customers into action through sheer emotional appetite appeal. Visually, our images are warm and inviting. They are active in ways that make the viewers feel as if they are sitting right there at the table. The sense of fresh is all around and demonstrated through steaming chicken, broken-open biscuits, serving spoons in action, and warm kitchen-fresh ingredient cues.

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77


PALETTE

Our color palette is not just for graphics but for our entire communications environment, including photography. Whether it is a plate in a food photo or a color used in a logo, our color world is warm, fresh and inviting.

Earthy hues such as reds, browns and oranges are the preferred colors. You are not limited to specific Pantone® colors as long as you stay true to the warm color palette. In most cases, cold colors such as blues and greens should be avoided.

brand  colors warm  color  pale

tte

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ZONE MERCHANDISE

Zones help us stage our story in a form and sequence that are relevant to the consumer experience. Within each zone, consumers behave differently and seek to accomplish different things. Therefore, it is critical to understand and carefully plan the communication objective within each zone.

Z Zone one n Zone Zo Z on o ne ne e4 4 WAIT: Branding Z Zone one n Zone Zo Z on o ne ne e5 5 PAY: Branding

Bounceback

Z Zone one n Zone Zo Z on o ne ne e3 3

MENUBOARD: Selling

Z Zone one n Zone Zo Z on o ne ne e0 0

STREET LEVEL: Traffic Driver

80

Z Zone one ne n Zone Zo Z on o ne ne e2 2 QUEUE LINE: Selling Z Zone one n Zone Zo Z on o ne ne e1 1

ENTRANCE: Branding

Zone 0 – Street Level – Traffic Driver (Nationally Televised Offers) Window Decals – National Oversized Yard Signs/Pole Signs – National (a la carte) Readerboard/Mansard Banners – Open Zone 1 – Side Entrances – Pre-Selling/Informational Zone Door Decals (Kids, Hours of Operation) Zone 2 – Queue Line – Pre-Sell 3-Sided Standee - National Preview Board Pictorials - Open Zone 3 – Interior & Drive-Thru – Trade-Up LTO Panels (National) Oversized Drive-Thru Topper (National) Drive-Thru Extender (National) Yard Sign – Open (Hispanic or 3rd Tier) Counter Card/Mat – Open (Hispanic or 3rd Tier) Zone 4 – Queue Line Post Purchase – Branding & Incremental Layers Catering/Nutritional Information Trayliners Zone 5 – Drive-Thru Window – Informational Messaging Drive-Thru Decals - Open Bounceback Coupons - Open

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POP SAMPLE

PRINT SAMPLE Free When something is worth celebrating, KFC has just the thing to make your day even sweeter. Get a KFC meal of 10 pieces or more with our freshly-prepared chicken and homestyle sides and we’ll throw in a family-pleasing Double Chocolate Chip Cake FREE.

$1199 VARIETY BUCKET U 4 Pieces of Chicken Original Recipe, Extra Crispy, Grilled or Mixed U 4 Extra Crispy Strips U 1 Large Popcorn Chicken

1599

$

FAMILY PACK U 5 Pieces of Chicken Original Recipe, Extra Crispy, Grilled or Mixed U 4 Extra Crispy Strips U 1 Large Mashed Potatoes with Gravy U 1 Large Cole Slaw U 4 Freshly Prepared Biscuits

U 5 Pieces of Chicken Original Recipe, Extra Crispy, Grilled or Mixed U Choice of 3 Individual Homestyle Sides U 2 Freshly Prepared Biscuits

4

$ 99

$ 49

KFC FAMOUS BOWLS COMBO

BREAST MEAL

4

U 1 KFC Famous Mashed Potato Bowl U 1 Medium Drink

82

7

$ 49 TWO CAN DINE

U 1 Chicken Breast Original Recipe, Extra Crispy or Grilled U 1 Individual Mashed Potatoes with Gravy 1 U Individual Cole Slaw U 1 Biscuit

1199

$

6 PIECE MEAL U 6 Pieces of Chicken Original Recipe, Extra Crispy, Grilled or Mixed U 1 Large Mashed Potatoes with Gravy U 3 Freshly Prepared Biscuits

1599

$

FAMILY PACK U 5 Pieces of Chicken Original Recipe, Extra Crispy, Grilled or Mixed U 4 Extra Crispy Strips U 1 Large Mashed Potatoes with Gravy U 1 Large Cole Slaw U 4 Freshly Prepared Biscuits

1999

$

20 PIECE BUCKET

U 20 Pieces of Chicken Original Recipe, Extra Crispy, Grilled or Mixed

7

$ 49 TWO CAN DINE U 5 Pieces of Chicken Original Recipe, Extra Crispy, Grilled or Mixed U Choice of 3 Individual Homestyle Sides U 2 Freshly Prepared Biscuits

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TAGLINE & LOGOS Every print piece should feature a consistent KFC tag signature. This print-friendly version is recommended to tell customers that today is a KFC day. And ‌ TODAY TASTES SO GOOD.

At the Point-of-Purchase in-restaurant, a KFC tag signature is appropriate but not usually necessary.

The following logos are the same ones used since 2007. The logo with the Colonel in a rectangle is the primary logo. We have provided two alternate-shaped logos that may be more aesthetically pleasing depending on the application. Do not change colors, tilt or otherwise distort, in any way, the branding logos.

FULL-COLOR VERSION preferred

TWO-COLOR VERSION

FULL-COLOR VERSION

TWO-COLOR VERSION

FULL-COLOR VERSION

84

TWO-COLOR VERSION

ONE-COLOR VERSION

ONE-COLOR VERSION

ONE-COLOR VERSION

85


GRAPHIC DOS & DON’TS DOs

UÊ1Ãiʜ˜ÞÊ>««ÀœÛi`ʏœ}œÃ° UÊ1Ãiʜ˜ÞÊ>««ÀœÛi`Ê«…œÌœ}À>«…Þ° UÊ1Ãiʜ˜ÞÊÕ«‡Ìœ‡`>ÌiÊ«>VŽ>}ˆ˜}°

DON’Ts

UÊ œÊ˜œÌÊÃÌÀ>ÞÊvÀœ“Ê̅iÊVœœÀÊ«>iÌÌi° UÊ œÊ՘>««ÀœÛi`Ê̅i“iÊ}À>«…ˆVð

GRAPHIC APPROVALS

Creative for all POP, print, and other communication pieces must be submitted to KFCC at least 15 days before production for brand and legal review. Go to http://www.kfcapprovals.com for creative approvals. Go to http://assets.cre8.com for photo assets.

CONTACTS

KFC Marketing: Natalie Garvey 502.874.2575 Creative Alliance Creative Resource: 866.444.9861 On Display National POP Vendor: 866.532.5671 - option 1

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LOCAL

AGENCY APPROVAL

PROCESS 88

APPROVAL PROCESS WRITE A CREATIVE BRIEF HAVE THE BRIEF REVIEWED BY FIELD MARKETING LEADER (RECOMMENDED BUT NOT REQUIRED) BRIEF THE CREATIVE TEAM ON THE ASSIGNMENT REVIEW WORK AGAINST BRAND GUIDELINES AND DOS & DON’TS SUBMIT YOUR SELECTED SCRIPTS TO BRET RECEIVE APPROVAL FROM KFCC ADVERTISING NOTE: New test spots and/or strategies may not be launched at a local level until they have launched nationally.

89


THE BRET PROCESS AGENCY SUBMITS CREATIVE

7 BUSINESS DAYS

KFCC PROVIDES FEEDBACK OR APPROVAL

FINAL MATERIALS SUBMITTED

2 BUSINESS DAYS

KFCC PROVIDES FEEDBACK OR APPROVAL

3 BUSINESS DAYS

ROUGH CUTS SUBMITTED (BROADCAST ONLY)

KFCC PROVIDES FEEDBACK OR APPROVAL

REVISIONS SUBMITTED, IF NECESSARY

KFCC PROVIDES FEEDBACK OR APPROVAL

DOS & DON’TS General Market TV ............................................................................................................................ 47 African American TV . ....................................................................................................................... 53 Hispanic TV ........................................................................................................................................ 66 POP & Print......................................................................................................................................... 86

AGENCY FINAL PRODUCTION

NOTE: Failure to follow the approved process may result in, among other things, disapproval of the applicable agency as an approved KFCC vendor.

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CONFIDENTIAL: This Brand Book contains information and materials which are confidential and proprietary to KFC Corporation. It is intended for use only by the KFC system and its authorized agencies. Reproduction or distribution without the prior written consent of KFC Corporation is prohibited. Š2012 KFCC All rights reserved.

Š KFC 2012

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KFC Brand Book