INTRODUCTION
KAMUT® brand khorasan wheat is an ancient grain, guaranteed under the KAMUT® brand, to never be modified or hybridized, always organically grown, and is prized for its nutrition, ease of digestibility, sweet nutty-buttery taste, and firm texture. It is a source of protein, fiber, and vitamins and is high in minerals including selenium.
The KAMUT® brand is essential to preserving this ancient variety and promoting our values. We created this guide to help communicate guidelines to our partners to ensure the KAMUT® brand maintains a consistent look and feel no matter where in the world it is seen. Thank you for your attention to these standards to keep the brand meaningful for all those that use and depend on it.
MISSION
Our mission is to promote organic agriculture and support organic farmers, to increase diversity of crops and diets and to protect the heritage of a high quality, delicious, and healthy ancient grain for the benefit of this and future generations.
HISTORY
The story of KAMUT® brand wheat began with the chance discovery of an unusual looking grain in Egypt. Thirty-six kernels of the wheat were mailed to a farmer near Fort Benton, Montana, USA who grew it.
Bob and Mack Quinn, who later rediscovered it, sought to protect the grain and its exceptional qualities through the use of the trade name KAMUT, which means “wheat” in the ancient Egyptian Hieroglyphic language. Today, the KAMUT® brand is recognized throughout the world as a guarantee of the unmodified, unhybridized ancient khorasan wheat, always organically grown, that meets high purity, quality, and nutrition standards.
The full story of KAMUT® brand wheat can be found at WWW.KAMUT.COM
BRAND STANDARDS
KAMUT® BRAND WHEAT SHALL:
Be the pure ancient khorasan variety of wheat
KAMUT® BRAND PRODUCTS SHALL:
Be grown only as a certified organic grain
Have a protein range of 12% - 18%
Be 99% free of contaminating varieties of modern wheat
Be 98% free of all signs of disease
Contain minimum 400 ppb of selenium
Not be used in products that are named or marketed in a misleading or deceptive manner
Be made of genuine KAMUT® brand wheat
Contain minimum levels of KAMUT® brand wheat as defined in the KAMUT® Trademark License Agreement
Meet other requirements as defined in the KAMUT® Trademark License Agreement
KAMUT DIAMOND LOGO
The KAMUT® Diamond Logo may be used as authorized. It is intended as a set of elements, unique, indivisible, and invariable, including the ® symbol that must always be positioned as shown in the example.
An alternative-colored KAMUT® Diamond Logo is also available to use.
KAMUT WORD LOGO
The KAMUT® Word Logo may be used as authorized. The ® symbol must always be positioned as shown in the example.
The KAMUT® Word Logo is not intended as a substitute element for required use of the trademark, such as a required indication of the KAMUT® brand wheat ingredient.
An alternative KAMUT® Word Logo is also available to use also with an alternative-colored version.
KAMUT LOGO INCORRECT USE
LOGO RESPECT AREA
GRAPHIC ELEMENT
TRADEMARK USE
The KAMUT® trademark uniquely identifies and distinguishes KAMUT® brand wheat and products made from it. We work diligently to ensure the authenticity, purity, and quality of KAMUT® brand wheat and products sold under the KAMUT® trademark.
In product packaging, advertisements, and any other communication, all use of “KAMUT” must reflect that it is a brand of wheat, including:
1. Use of “KAMUT” in all capital letters to distinguish it as a trademark
2. Use of the ® symbol after most uses of “KAMUT”
3. Not using “KAMUT” as a noun, since as a trademark it is a modifier of a noun (such as the specific or common name)
KAMUT® brand wheat
EXAMPLES OF TRADEMARK USE
KAMUT® brand khorasan wheat
KAMUT® brand wheat pasta
KAMUT® brand khorasan wheat flour
kamut/Kamut
kamut wheat
kamut pasta
Kamut flour
FONTS
The fonts accompanying the logo, that may be used in graphics, drawings, and in general for all communication concerning the KAMUT brand, are Amiri and Oswald (in different weights and formats).
OSWALD
The Oswald font is to be used mainly for titles, while the Amiri font is to be used for body text.
ABCDEFGHIJKLM NOPQRSTUVWXYZ
123456789!ӣ$%&/()=?
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLM NOPQRSTUVWXYZ
123456789!ӣ$%&/()=? abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
123456789!ӣ$%&/()=?
AMIRI REGULAR
AMIRI BOLD
KAMUT COLOR PALETTE
KAMUT RED WHEAT FLOUR FERTILE SOIL
Coated: Pantone 7599 C
Uncoated: Pantone 2349 U
CMYK: 1 85 92 19
RGB: 179 61 38
Hex: #B84836
Coated: 50% Pantone 7506 C
Uncoated: 50% Pantone 7506 U
CMYK: 0 4 15 1
RGB: 250 238 218
Hex: #faeeda
Coated: Pantone 477 C
Uncoated: Pantone 4625 U
CMYK: 19 69 78 60
RGB: 98 59 42
Hex: #623b2a
EVENING SUN SUMMER WHEAT WHITE
Coated: Pantone 1365 C
Uncoated: Pantone 142 U
CMYK: 0 28 79 0
RGB: 255 181 73
Hex: #ffb549
Coated: Pantone 7403 C
Uncoated: Pantone 7403 U
CMYK: 2 9 51 0
RGB: 248 224 142
Hex: #f8e08e
CMYK: 0 0 0 0
RGB: 255 255 255
Hex: #ffffff
PACKAGING AND LABELLING
In cases of required use of a specific name according to applicable regulations, such as in the legal product identification and ingredient list:
The product or ingredient must be designated with the specific name “khorasan wheat” and the additional information “KAMUT® brand” (i.e., “KAMUT® brand khorasan wheat”)
In all other uses on packaging, including marketing and fancy names or in case of required use of a common name according to applicable regulations:
The product or ingredient should be declared as “KAMUT® brand wheat”
Beside correct use of the KAMUT® Word Logo in the product name, the KAMUT® Word Logo and/or the KAMUT® Diamond Logo may be placed elsewhere on packaging as authorized. This offers not only the benefit to affirm the presence of KAMUT® brand products, but to ensure visibility and facilitate brand recognition.
Packaging and labelling must be reviewed and approved for correct use of the KAMUT® trademark.
EXAMPLES CEREAL COMPONENT 100% KAMUT® BRAND WHEAT
EXAMPLES MIXED PRODUCTS
Cereal component < 50% KAMUT® brand wheat
Cereal component > 50%
KAMUT® brand wheat
COMMUNICATION EXAMPLES
The following are examples of statements to use when providing information about KAMUT® brand wheat. Please reference kamut.com or contact us for additional information and promotional assistance such as images and other materials.
FIRST EXAMPLE
KAMUT® brand wheat is an ancient grain, guaranteed under the KAMUT® brand, to never be modified or hybridized, always organically grown, and is prized for its nutrition, ease of digestibility, sweet nutty-buttery taste, and firm texture. It is a source of protein, fiber, and vitamins and is high in minerals including selenium.
SECOND EXAMPLE
From 36 kernels and legends of discovery in an Egyptian tomb, today KAMUT® brand wheat, an ancient grain, guaranteed under the KAMUT® brand, to never be modified or hybridized, always organically grown, prized for its nutrition, ease of digestibility, sweet nutty-buttery taste, and firm texture, can be found throughout the world in products including breads, pasta, pizza, cereals, snacks, pastries, crackers, beer, green foods, and cereal drinks.
Learn about this ancient grain, its rich history of discovery, nutritional and medical research findings, and where to find it at www.kamut.com