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Brand book Version 1.0 August 2009

Š Carrefour


Carrefour brand book

Version 1.0

August 2009

Welcome

Welcome to the Carrefour brand book. We have created this document as a guide and inspiration for anyone who is commissioning, writing, designing or producing Carrefour branded communications. This document contains a summary of the thinking behind our new brand, an overview of our creative style and an explanation of the basic elements of our new identity. At the end of the document you’ll also find a list of master artworks. Our new brand is crucial to the performance of our business, so please take a few minutes to have a look through.

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Carrefour brand book

Version 1.0

August 2009

Contents

Introduction

4

Our image style

35

The objectives of our new brand Our dream Our believes Our spirit and values Our new brand expression

5 6

Our logo

8

People – principles People – examples Ingredients – principles Ingredients – examples Products – principles Products – examples

36 37 38 39 40 41

Our typography

42

Overview Logo family Banner version Group version Graduated versions Colour overview Bold palette Light palette Muted palette Contrasting palette White Special use Don’ts

3

7 9 10 11 12 13 14 15 16 17 18 19 20 21

Our backgrounds

23

Overview Specifications Colour backgrounds – which logo to use Image backgrounds – which logo to use Don’ts

24 25 26 27 28

Our logo positioning

29

Fixed version Separated Graduated logos – not cropped Graduated logos – cropped Don’ts

30 31 32 33 34

Professional publishing – primary typeface 43 Professional publishing – secondary typeface 44 Desktop and online 45

Our tone of voice

46

Principles Be honest Focus on the shopper Keep it real Talk don’t tell Never try to hard

47 48 49 50 51 52

Banner applications

53

Overview Ranged versions Centred versions

54 55 56

Our logo artworks library

57

Banner logos Group logos Bold palette logos Bold palette logos inset version Light palette logos Light palette logos inset version Muted palette logos Muted palette logos inset version Contrasting palette colour logos Contrasting palette logos inset version Semi-transparent white, solid black, white and dot screen logos

58 61 62 63 64 65 66 67 68 69

Further information and contacts

71

70


Carrefour brand book

Introduction The objectives of our new brand Our dream Our believes Our spirit and values Our new brand expression

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Version 1.0

August 2009


Carrefour brand book

Version 1.0

August 2009

Introduction The objectives of our new brand

The Carrefour brand is one of the business’ biggest assets. It represents a significant source of appeal and differentiation for our customers and stakeholders. The re-launch of the Carrefour brand is intended to take us closer towards our dream of being recognised and loved for helping our customers and consumers enjoy a better quality of life, everyday. Our new brand purpose is detailed on the following page. It is important to ensure that all elements of brand expression and communication work towards achieving this vision in a coherent and coordinated manner.

Directeur Marketing Groupe / Chief Marketing Officer

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Carrefour brand book

Version 1.0

August 2009

Introduction There is no great achievement without a founding dream. A dream that we will fulfil by reaching new frontiers and by gathering all our energies. Actions speak louder than words. We work hard every day to find new ways of providing better quality products and services at the best prices. To create great value. Price is what our customers pay but value is what they get. We know this is the way to gain full recognition from all of our stakeholders. Love begins with very little things. Love is built upon emotion and desire. Love is what we need to go further and faster. It is the origin of a fulfilling long-term relationship. The very relationship we want to have with our customers, with our partners and with the communities we live in. To be loved as much as we love will be ou greatest reward. Everyone needs help. To manage a better life, to enjoy a healthier existence…By answering the needs and aspirations of our customers everywhere, by offering them products, services and experience, all at great value for money, we help – modestly, sincerely and constantly – their world to be a better place.

Our dream is to be recognised and loved

for helping

our customers and consumers

enjoy better quality lives everyday

Retail is a story people. People from different countries who visit our stores every day: our customers. People among their families&friends, and all those who may use the products and services we deliver: our consumers. They all come from very different backgrounds. And have very different needs. This multiplicity is a change to engage with every consumer, where they want and the way they want. And a challenge to deliver quality products and services to each and every customer, anywhere. There is no good life without pleasure. The satisfaction of our customers exploring our stores, exchanging, discovering, choosing and tasting. The pleasure we have surprising them, winning them over, wowing and delighting them. Every day, we make it our mission to keep these satisfactions alive. Imagine a better life. A life where health and safety are essential. A life where choice and variety are accessible to all. A life where simplicity and conviviality are a reality. A life where shopping is a delightful experience. A life where we enable people to enjoy better moments every day. This is the life we invite our customers to share with us. Every day brings a new challenge. And so many new experiences. Every day new consumers open our doors. Let us welcome them and listen to their desires. Let us make every moment spent with us a happy time. Every day we are there for them.

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Carrefour brand book

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August 2009

Introduction Our believes

1 • Customers and consumers are at the heart of erverything we do 2 • Shopping at Carrefour should be simple, enjoyable and great value 3 • In delighting customers and consumers with exciting, great value, quality Carrefour products and services 4•W  e must transform Carrefour into a Lovemark 5•G  reat value is based on competitive pricing and positive price perception 6 • In the multi-format to serve customers: wherever, whenever & however 7 • In having the passion to win in every market in which we operate and moving ahead with 1/4 d’heure d’avance 8 • In developing and inspiring Carrefour people to be the best they can be: happy engaged Carrefour people make happy customers. 9 • In developping preferred relationships with key stakeholders based on mutual sustainable success

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Carrefour brand book

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Introduction Our spirit and values At Carrefour, we have a spirit of finding a better way for all, everyday. This is our philosophy. Ou values are setting our behaviour in everything we do for our customers and consumers. Our behaviour should be: Committed, We are fuly committed. As professionals. As citizens. We are focused on the well-being of people, of communities and the planet. We are constantly fighting to deliver upon promises. To deliver more value. To find better ways and solutions for better quality lives.

8

Positive. We think positive. We approach every challenge with energy and enthusiasm. With new ideas. We help our customers and consumers to facilitate and better en everyday life. We want to make today and tomorrow the best they can be.

Caring, We care for what we do. We care for our customers and consumers. We listen to them any time. We welcome them into our shops. We care for what we do. We care for our customers and consumers. We listen to them any time. We welcome them into our shops. We care for our customers. We care for the communities we live in and the environment. We look at the right side of life.


Carrefour brand book

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August 2009

Introduction Our new brand expression Like a person, a brand has a dream which it aspires for beliefs and values which are setting it behaviours and an expression which is reflecting its personnality Our new brand expression celebrates Carrefour’s role – at the centre of how people seek a better quality of life. The Carrefour logo is a mark of quality. It represents our voice. So it is central to our communications, never just a sign-off. We integrate it with imagery. We use it boldly, with pride. Our broad palette of colours makes our brand expression warm, open and relevant to its environment. Our layouts are varied and lively. This will give our communications flexibility and longevity.

Du Jeudi 16 au Lundi 27 Avril

250 products at small prices You can afford to be picky

Carrefour, la qualité pour tous.

9

www.carrefour.fr


Carrefour brand book

Our logo Overview Logo family Banner version Group version Graduated versions Colour overview Bold palette Light palette Muted palette Contrasting palette White Special use Don’ts

10

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Carrefour brand book

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Our logo Over view Our logo is made up of two elements: the ‘C’ device which we call our symbol, and the word ‘Carrefour’ which we call our logotype.

Symbol

Both of these elements have been specially drawn to look just right, so please don’t recreate or retype them yourself. We’ve created master artworks of the logo for you to use (see page 57). We have different configurations and colour versions of our logo, depending on where we’re using it. The following pages explain these in more detail. We only use the solid red/blue version for store fascias and external fixed signage. The colour symbols will be different by applications.

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Logotype

August 2009


Carrefour brand book

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August 2009

Our logo Logo family The Carrefour logo family consists of 3 different groups of logos. Each group has a specific application in Carrefour communications.

express

Hypermarket banner logo

Corporate logo

Our banner logo is for use on store fascias only. Our Group logo is for Carrefour Group communications. Our graduated versions are used for packaging, in-store and all other types of communications.

Banner logo

express

city

express Graduated versions for packaging, in-store and communications

city

12

city


Carrefour brand book

Version 1.0

August 2009

Our logo Hypermarket banner version We have created a special version of our logo for use on our banners (store fascias). The banner logo is in our traditional colours of solid red and blue.

Ranged

Centred X

We limit the use of this version of our logo to banner applications only. We do not use the banner version on items such as packaging, catalogues or consumer-facing communications.

X

We only use this colour version of our logo in a fixed relationship.

X

X

Ranged The symbol positioned to the right of the logotype. This version is used in preference to the centred version. Centred The symbol positioned above the logotype. We use this version where horizontal space is limited. In both cases, the relative size and position of the symbol and logotype are fixed. Please use the artworks supplied – do not scale either element independently.

Example

Colour specifications Banner logo blue

Banner logo red

Pantone® Reflex blue

Pantone® 032

C 100 M 70 Y0 K0

C0 M 100 Y 100 K0

Pantone® is a registered trademark of Pantone, Inc. The colours shown on this page are not intended to visually match the Pantone colour standards. Please refer to the current edition of the Pantone Colour Formula Guide.

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Carrefour brand book

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Our logo Coporate version We have created a special version of our logo specifically for Group applications. Our group logo is in two tones of grey.

Ranged

Centred X

We limit the use of this version of our logo to Group communications only. We do not use the Group version on items such as packaging, catalogues or consumer-facing communications.

X

We only use this version of our logo in a fixed relationship.

X

X

Ranged The symbol positioned to the right of the logotype. This version is used in preference to the centred version. Centred The symbol positioned above the logotype. We use this version where horizontal space is limited. In both cases, the relative size and position of the symbol and logotype are fixed. Please use the artworks supplied – do not scale either element independently.

Example

Colour specifications Group logo dark blue C 100 M 70 Y 15 K 10

Group logo light grey C 75 M 32 Y 30 K5

PantoneÂŽ is a registered trademark of Pantone, Inc. The colours shown on this page are not intended to visually match the Pantone colour standards. Please refer to the current edition of the Pantone Colour Formula Guide.

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Carrefour brand book

Version 1.0

August 2009

Our logo Graduated versions We have created different sets of graduated colour logos for use on all communications – with the exception of store fascias, external signage and any group communication (for these applications please use either the banner logo or group logo).

Graduated separated version

Graduated inset version

Graduated separated version examples

Graduated inset version example

Separated versions To allow us to use our symbol in a bold, expressive way and to integrate it with imagery, we separate it from our logotype in most of our communications. This means our symbol can reflect our spirit – embracing, flexible, human – while our logotype is consistently positioned, communicating trust and authority. Inset version The logotype is positioned inside the symbol. We use this in special cases where the logo is the main focus of the communication, for example: bags and vehicles. You can find the rules for the size and positioning the symbol and logotype on pages 31-36.

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Carrefour brand book

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Our logo Graduated versions We have created a range of colour versions of our logo (for both symbol and logotype – although we have only shown the symbol here). These diverse colours help our brand feel warm and vibrant. They will give us the variety we need across all our communications to make them engaging and relevant. They will also ensure that our brand stays fresh well into the future. We have created two specific colour versions of our logo for use on our banners and group communications. We have created different colour palettes which we use on all our other communications. The following pages give details of the different colour palettes, and explain when and where we use them.

Hypermarket banner colour

Bold palette

Light palette

Muted palette

Contrasting palette

16

Corporate colour

Semi-transparent white

Solid black and white


Carrefour brand book

Version 1.0

August 2009

Our logo Bold palette Our bold palette is the standard set of colours for our logo. We use these colours for most packaging, catalogues and consumer-facing communications. There are 12 colour versions of our logo in our bold palette, representing the whole colour spectrum. Each logo has a subtle colour graduation. You can use any colour version of the logo from the bold palette, depending on your design application (see pages 23-28 for more information on choosing the right colour version of the logo). We use different colour versions of the logo to keep the brand feeling fresh and lively. Colour versions shouldn’t be used for colour-coding or segmenting different items. Our bold palette of logos can be used on white, solid colour and image backgrounds.

Bold palette 01

02

03

04

05

06

07

08

09

10

11

12

Examples

Du Jeudi 16 au Lundi 27 Avril

250 products at small prices You can afford to be picky

We recommend carrying out a reproduction quality test prior to production wherever possible. Special dot-screen versions of our logos can be used where technical constraints arise, see page 20. Carrefour, la qualitĂŠ pour tous.

www.carrefour.fr

Visuals on this page are for illustration purposes only. 17


Carrefour brand book

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August 2009

Our logo Light palette To support our bold palette, we have developed a light palette of colours for our logo. There are 12 colour versions of our logo in our light palette – each a lighter version of one of the logos in our bold palette. Each logo has a subtle colour graduation. We use our light palette for the same types of communication as our bold palette, but we use it much more sparingly – only where subtle differentiation from our core items is required (for example: on cosmetics). We avoid the light palette for general use, so we do not dilute the vibrancy which our standard, bold palette brings to our communications.

Light palette 01

02

03

04

05

06

07

08

09

10

11

12

Examples

When you are using the light palette you can use any colour version of the logo from it, depending on your design application (see page 27 for more information on choosing the right colour version of the logo). Our light palette of logos can be used on white and image backgrounds, but not on solid colour backgrounds. We recommend carrying out a reproduction quality test prior to production wherever possible. Special dot-screen versions of our logos can be used where technical constraints arise, see page 20. 18

Visuals on this page are for illustration purposes only.


Carrefour brand book

Version 1.0

August 2009

Our logo Muted palette To support our bold palette, we have also developed a muted palette of colours for our logo.

Muted palette 01

02

03

04

05

06

07

08

09

10

11

12

There are 12 colour versions of our logo in our muted palette – six darker and six lighter. Each logo has a subtle colour graduation. We use our muted palette for the same types of communication as our bold palette, but we use it much more sparingly – only where subtle differentiation from our core items is required (for example: on packaging for electrical appliances). We avoid the muted palette for general use, so we do not dilute the vibrancy which our standard, bold palette brings to our communications.

Examples

When you are using the muted palette you can use any colour version of the logo from it, depending on your design application (see page 27 for more information on choosing the right colour version of the logo). Our muted palette of logos can be used on white and image backgrounds, but not on solid colour backgrounds. We recommend carrying out a reproduction quality test prior to production wherever possible. Special dot-screen versions of our logos can be used where technical constraints arise, see page 20. 19

Visuals on this page are for illustration purposes only.


Carrefour brand book

Version 1.0

August 2009

Our logo Contrasting palette To support our bold palette, we have also developed a contrasting palette of colours for our logo. There are six colour versions of our logo in our contrasting palette. Each logo has a pronounced colour graduation, across more than one colour.

Contrasting palette 01

02

05

06

03

We use our contrasting palette sparingly – only for communications where the logo is the ‘hero’ or main design element (see the examples shown on this page). When you are using the contrasting palette you can use any colour version of the logo from it, depending on your design application (see page 27 for more information on choosing the right colour version of our logo). Our contrasting palette of logos can be used on white and image backgrounds, but not on solid colour backgrounds. We recommend carrying out a reproduction quality test prior to production wherever possible. Special do-screen versions of our logos can be used where technical constraints arise, see page 20.

Examples

Du Jeudi 16 au Lundi 27 Avril

2

2 for 1 on selected lines

is better than 1 Carrefour, la qualité pour tous.

20

Du Jeudi 16 au Lundi 27 Avril

Pay half today, nothing tomorrow

50% off selected food lines

www.carrefour.fr

Carrefour, la qualité pour tous.

www.carrefour.fr

04


Carrefour brand book

Version 1.0

August 2009

Our logo White We have developed a white version of our logo, for use on top of certain types of image.

Semi-transparent white

We prefer to use a colour version of the logo wherever possible, so we only use the white version on top of images where a colour version would not stand out enough. We never use the white version of our logo on a colour background. (See page 27 for more information on choosing the correct image background). We recommend carrying out a reproduction quality test prior to production wherever possible. Special dot-screen versions of our logos can be used where technical constraints arise, see page 20.

Examples

Visuals on this page are for illustration purposes only. 21


Carrefour brand book

Our logo Special use

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August 2009

Dot-screen version

Solid black and white versions

Example

Solid applications

We have also developed solid colour logos, for reproduction where colours or quality may be limited. All the other graduated colour versions of our logo are printed using 4 colour process (CMYK). But there will be some situations where it’s not possible to use this reproduction method or the reproduction quality is potentially poor – in these cases we use the ‘dot-screen’ versions of our logo. These versions should only ever be used where there are technical constraints – they are not intended as alternative creative options. Dot-screen version This version simulates the graduated colour of our logo, but using only solid colours. This should be used for coarse-screen printing (for example: on certain types of packaging) or for acrylic/vinyl applications. Solid black and white versions These versions are for use where no other version will work (for example: when our logo is used by third parties or when it is reproduced at very small sizes).

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Carrefour brand book

Our logo Don’ts

Version 1.0

August 2009

1.

2.

3.

4.

To maintain a strong, distinctive brand it is important to use our logo in a consistent way. Always select the correct logo for an application from our master artwork library and do not alter it in any way. Here are some examples of what shouldn’t be done. 1. Don’t distort the logo. 2. Don’t recolour any part of the logo. 3. Don’t re-type the logotype in a different font.

Sponsored by

Carrefour

4. Don’t encroach on the minimum clear space. 5. Don’t resize our symbol relative to the logotype. 6. Don’t alter the relationship between the symbol and the logotype. 5.

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6.


Carrefour brand book

Our logo Don’ts (cont)

Version 1.0

August 2009

1.

2. Du Jeudi 16 au Lundi 27 Avril

2

2 for 1 on selected lines

To maintain a strong, distinctive brand it is important to use our logo in a consistent way. Always select the correct logo for an application from our master artwork library and do not alter it in any way.

Washing up liquid

Here are some examples of what shouldn’t be done. 1. Don’t use the banner logo colours for packaging, catalogues and consumer facing communications.

Antibacterial

500ml

is better than 1 Carrefour, la qualité pour tous.

www.carrefour.fr

3.

4.

5.

6.

2. Don’t add a gradient to the banner colour version. 3. Don’t pair a logotype and symbol from different colour sets. 4. Don’t alter the blend transition within our symbol or create new symbol gradients. 5. Don’t apply effects to our logo. 6. Don’t use the solid white symbol on top of images.

Washing powder Biological

1kg

24

x 10


Carrefour brand book

Our backgrounds Overview Specifications Colour backgrounds – which logo to use Image backgrounds – which logo to use Don’ts

25

Version 1.0

August 2009


Carrefour brand book

Our backgrounds Overview

Version 1.0

August 2009

White background

Colour background

Image background

White background examples

Colour background examples

Image background example

Our banner logo and our group logo are used on white backgrounds only. The logos from our bold palette can be used white, colour backgrounds or image backgrounds. You can use any of these options, depending on the item you are designing. The logos from the light, muted and contrasting palettes can only be used on white backgrounds or image backgrounds. Please do not use these versions on colour backgrounds. The versions of our symbol which have graduated colour also have a semi-transparent effect which becomes apparent when the symbol is placed on a colour background or image background. The level of transparency is fixed for each symbol individually. The versions of our symbol which have solid colours (banner and group) do not have a semi-transparent effect. The following pages explain how to choose the right background and which logo to use with it.

The visuals present the main principles of the new identity, they can’t be reproduced as showed. Soon the packaging guideline will be sent. 26


Carrefour brand book

Our backgrounds Specifications We have 12 standard colour backgrounds. This page gives the colour specifications for these colour backgrounds.

Version 1.0

August 2009

Colour background 01

Colour background 02

Colour background 03

Colour background 04

C 100 M 50 Y 100 K0

C 15 M0 Y 100 K 50

C 40 M 100 Y 100 K 40

C30 M 100 Y 21 K0

Colour background 05

Colour background 06

Colour background 07

Colour background 08

C0 M 85 Y 100 K0

C0 M 40 Y 100 K0

C0 M 10 Y 100 K0

C 20 M0 Y 100 K0

Colour background 09

Colour background 10

Colour background 11

Colour background 12

C 70 M0 Y 100 K0

C 90 M0 Y 25 K0

C 80 M 85 Y0 K0

C 65 M 100 Y0 K 25

These 12 backgrounds are for general use, such as in-store communications (posters, banners, etc) and advertising. For packaging you will need to create your own backgrounds which reflect the specific products. Only logos from our bold palette can be used on colour backgrounds.

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Carrefour brand book

Our backgrounds Colour backgrounds – which logo to use

Version 1.0

August 2009

Colour background 01

Colour background 02

Colour background 03

Colour background 04

Bold 06

Bold 04

Bold 01

Bold 11

Bold 02

Bold 10

Bold 11

Bold 06

For each of our 12 standard colour backgrounds there are two colour versions of the logo which you can use – one similar in tone to the colour background and one opposite in tone. This page shows the two permitted symbols for each colour background. When placing our logotype on a colour background, the logotype should be chosen to match the symbol as shown here or alternatively white.

Colour background 05

Colour background 06

Colour background 07

Colour background 08

Bold 03

Bold 01

Bold 05

Bold 06

Bold 09

Bold 08

Bold 12

Bold 10

These logos have been carefully chosen to compliment our background colours. Please only use the two logos shown here for each background colour. The logos shown on this page are all taken from our bold palette (see page 15). Please remember that only logos from our bold palette can be used on colour backgrounds. The logos from the light, muted and contrasting palettes can only be used on white backgrounds or images. The banner logo and our group logo can only be used on white backgrounds.

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Colour background 09

Colour background 10

Colour background 11

Colour background 12

Bold 04

Bold 08

Bold 11

Bold 12

Bold 09

Bold 10

Bold 02

Bold 07


Carrefour brand book

Version 1.0

August 2009

Our backgrounds Image backgrounds – which logo to use

1. Image Choose your image first. Make sure you choose an image which is not too busy and doesn’t have large areas of high-contrast.

2. Logo Identify the predominant colour in the image, and pick a colour version of the logo which is either similar to or opposite that colour.

3a. Similar colours Place the logo on the image, on an area which allows it to be clearly visible. If you’re using a panel of solid colour with the image, it should match the logo colour. Any text should either be white or a colour which complements the logo colour.

3b. Opposite colours Place the logo on the image, on an area which allows it to be clearly visible. If you’re using a panel of solid colour with the image, it should match the logo colour. Any text should either be white or a colour which complements the logo colour.

On this page is a simple step-by-step guide to matching your image background to the right colour version of the logo.

29


Carrefour brand book

Our backgrounds Don’ts

Version 1.0

August 2009

1.

2.

3.

4.

5.

6.

To maintain a strong, distinctive brand it is important to use our logo in a consistent way. Always select the correct logo for an application from our master artwork library and do not alter it in any way. Here are some examples of what shouldn’t be done. 1. Don’t use logos from our light, muted and contrasting palettes on colour backgrounds. 2. Don’t pair symbol and background that are not from the approved combinations. 3. Don’t use graduated colour backgrounds. 4. Don’t create background patterns. 5. Don’t use the banner logo on colour backgrounds or images. 6. Don’t use the group logo on colour backgrounds or images.

30


Carrefour brand book

Our logo positioning Fixed version Separated Graduated logos – not cropped Graduated logos – cropped Don’ts

31

Version 1.0

August 2009


Carrefour brand book

Our logo positioning Fixed version

Version 1.0

Ranged

Centred

Minimum clear space

Minimum clear space

X

When our logo appears in a fixed relationship, it has an area of minimum clear space around it. Do not let any text or graphics encroach into this space – this will ensure that the logo stands out wherever it appears.

X

See the examples on this page for how the area of minimum clear space is defined.

It is only the banner logo and group logo that appear in these fixed relationships. The other colour versions should always be separated.

32

X

X 25mm minimum size

To make sure the logo always reproduces clearly, please do not reproduce it smaller than the minimum size indicated on this page. Minimum sizes for other reproduction methods (such as engraving or embroidery) will vary according to the application and materials used. To ensure legibility and quality of result, please carry out print or reproduction tests where necessary.

August 2009

Example

15mm minimum size


When our logo is separated the positioning of our symbol is not fixed. This allows us to integrate it with imagery and messages, which will make our communications feel surprising, vibrant and varied. To achieve this varied appearance you can vary the size and position of the symbol. You can also crop it (position it so that its edge is off the side of a page or pack) for extra impact. There are some simple rules to follow for positioning our symbol within a layout. Our symbol may be cropped on its left and right edges. If you are cropping the symbol there is a fixed position at which you can crop it – this is equal to 10% of the width of symbol on each edge as shown here. Please do not crop the symbol at any other position.

August 2009

Symbol cropping guide

Logotype positioning

10 x 10 grid symbol cropping guide

Minimum clear space

15mm minimum size Symbol cropping guide

Our logo positioning Separated

Version 1.0

Symbol cropping guide

Carrefour brand book

15mm minimum size

Cropping examples Not cropped

Cropped on 1 side

Cropped on both sides

The symbol should still have an area of minimum clear space above and below it so the ‘C’ within the symbol is clearly visible. Do not crop into this space above and below the symbol. See the examples on this page for how the areas of minimum clear space are defined.

Huile de tournesol

Huile de colza vierge

Huile de olive vierge

Extraite à froid

Extraite à froid

Extraite à froid

337 12g 19 13

12g 17

7g 35

0.8g 13

337 12g 19 13

12g 17

7g 35

0.8g 13

337 12g 19 13

12g 17

7g 35

0.8g 13

The visuals present the main principles of the new identity, they can’t be reproduced as showed. Soon the packaging guideline will be sent. 33


Carrefour brand book

Our logo positioning Graduated logos – not cropped

Version 1.0

Top right

August 2009

Middle right

Bottom right

Centred

When our logo is separated the positioning of our symbol is not fixed. This allows us to integrate it with imagery and messages, which will make our communications feel surprising, vibrant and varied. To achieve this varied appearance you can vary the size and position of the symbol. You can also crop it (position it so that its edge is off the side of a page or pack) for extra impact. There are some simple rules to follow for positioning our symbol within a layout.

Examples

This page shows the options which you can choose without cropping the symbol. The option you use will depend on the specific item you are producing, as well as the other elements such as image and text. Our logotype always appears in a fixed position at the top of layouts. In most cases this will be in the top left-hand corner. In some specific cases (where a centred layout is being used) it will be more appropriate to position our logotype centred at the top.

Du Jeudi 16 au Lundi 27 Avril

Pay half today, nothing tomorrow

50% off selected food lines Carrefour, la qualité pour tous.

The visuals present the main principles of the new identity, they can’t be reproduced as showed. Soon the packaging guideline will be sent. 34

www.carrefour.fr


Carrefour brand book

Our logo positioning Graduated logos – cropped

Version 1.0

August 2009

Top right - cropped

Middle right - cropped

Bottom right - cropped

Centred - cropped

This page shows the options which you can choose for positioning our symbol, cropped off the edge of a layout. The option you use will depend on the specific item you are producing, as well as the other elements such as image and text. Our logotype always appears in a fixed position at the top of layouts. In most cases this will be in the top left-hand corner. In some specific cases (where a centred layout is being used) it will be more appropriate to position our logotype centred at the top.

Examples

Du Jeudi 16 au Lundi 27 Avril

Du Jeudi 16 au Lundi 27 Avril

250 products at small prices

250 products at small prices

You can afford to be picky

You can afford to be picky

Carrefour, la qualité pour tous.

www.carrefour.fr

Carrefour, la qualité pour tous.

www.carrefour.fr

The visuals present the main principles of the new identity, they can’t be reproduced as showed. Soon the packaging guideline will be sent. 35


ice ster

Carrefour brand book

Our logo positioning Don’ts

Version 1.0

August 2009

1.

2 slice toaster

Du Jeudi 16 au Lundi 27 Avril

Du Jeudi 16 au Lundi 27 Avril

Du Jeudi 16 au Lundi 27 Avril

250 products at small prices

250 products at small prices

250 products at small prices

You can afford to be picky

You can afford to be picky

2 slice toaster

To maintain a strong, distinctive brand it is important to use our logo in a consistent way. Always select the correct logo for an application from our master artwork library and do not alter it in any way. 1. Don’t place a cut out image in front of our symbol.

2.

Carrefour, la qualité pour tous.

3.

www.carrefour.fr

Carrefour, la qualité pour tous.

You can afford to be picky www.carrefour.fr

Carrefour, la qualité pour tous.

4.

2. Don’t allow our logo to be obscured by the image

Du Jeudi 16 au Lundi 27 Avril

250 products at small prices

3. Don’t crop our symbol more than the cropping grid allows

You can afford to be picky

4. Don’t position any part of our logo vertically. 5. Don’t create any communication which doesn’t feature our symbol. Carrefour, la qualité pour tous.

6. Don’t position our logotype in any location other than top left or top centred.

5.

www.carrefour.fr

6.

Café molido tueste natural 100% Colombia

12oz 340g

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4 Dark

www.carrefour.fr


Carrefour brand book

Our image style People – principles People – examples Ingredients – principles Ingredients – examples Products – principles Products – examples

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Carrefour brand book

Our image style People – principles We use images of people when we’re talking about how Carrefour improves the quality of life. These are snapshots of everyday life, active, warm, inviting, down to earth.

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Carrefour brand book

Our image style People This page shows some examples of how we use images of people in our communications.

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August 2009

Examples

Du Jeudi 16 au Lundi 27 Avril

250 products at small prices You can afford to be picky

Carrefour, la qualitĂŠ pour tous.

www.carrefour.fr

The visuals present the main principles of the new identity, they can’t be reproduced as showed. Soon the packaging guideline will be sent. 39


Carrefour brand book

Our image style Ingredients – principles We use images of ingredients and products in context when we’re talking about how Carrefour acts as an editor – bringing you the best. These images focus on the quality of the ingredients in an everyday setting. They feel natural, honest and appetising.

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Carrefour brand book

Our image style Ingredients

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August 2009

Examples

This page shows some examples of how we use images of ingredients and products in context in our communications.

The visuals present the main principles of the new identity, they can’t be reproduced as showed. Soon the packaging guideline will be sent. 41


Carrefour brand book

Our image style Products – principles We use images of products cut-out from their background when we want to clearly show a specific product. These are simple, bold, graphic, clear and easy to understand.

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Carrefour brand book

Our image style Products

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August 2009

Examples

This page shows some examples of how we use images of products cut-out from their background in our communications.

The visuals present the main principles of the new identity, they can’t be reproduced as showed. Soon the packaging guideline will be sent. 43


Carrefour brand book

Our typography Professional publishing – primary typeface Professional publishing – secondary typeface Desktop and online

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Carrefour brand book

Our typography Professional publishing – primary typeface We have three typefaces for use in different situations – these will give our communications stand-out and consistency. Our primary typeface for professional publishing is Omnes. It will give our communications a friendly, human tone and positions us as more approachable and relevant in customers’ minds. It’s different to our logotype but works well alongside it. We use it for advertising headlines, in-store promotions and product names on packaging. There are five weights of Omnes, each with a roman and italic style. We use these weights in the following way: Medium For headlines and product names on packaging (see example 1 on this page). Regular For supporting information and copy. Semi bold For contrast to regular and medium. Light and bold For special cases when we want to clearly differentiate specific products or ranges (see examples 2 and 3 on this page). Omnes is available from www.dardenstudio.com.

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Omnes

Abc

Examples

Omnes Light

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz1234567890 Omnes Regular

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz1234567890 Omnes Medium

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz1234567890 Omnes Semibold

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz1234567890 Omnes Bold

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz1234567890

Example 1

Example 2

Example 3


Carrefour brand book

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Our typography Professional publishing – secondary typeface

Abc

Our secondary typeface is Gotham Narrow. It complements Omnes, and it is ideal for large amounts of text, detailed information and where space is limited. So we use Gotham Narrow for body copy in magazines and annual reports (see example 1), and for detailed information on the reverse of packs (see example 2). We never use Gotham Narrow for our main messages such as headlines, or product names on packaging. There are four weights of Gotham Narrow, each with a roman and italic style. We use these weights in the following way: Book For body copy and detailed information. Light, medium and bold For contrast where necessary. Gotham Narrow is available from www.typography.com.

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Gotham Narrow

Examples

Gotham Narrow Light

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz1234567890 Gotham Narrow Book

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz1234567890 Gotham Narrow Medium

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz1234567890 Gotham Narrow Bold

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz1234567890

Example 1

Example 2


Carrefour brand book

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Our typography Desktop and online

Abc

Arial Our default typeface for on-screen viewing and printing from our desktops is Arial. It is widely available, which will ensure consistency across all these types of communication. We do not use Arial for any professionallyproduced communications.

August 2009

Arial

Arial

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz1234567890 Arial bold

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz1234567890

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Example


Carrefour brand book

Our tone of voice Principles Be honest Focus on the shopper Keep it real Talk don’t tell Never try too hard

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Carrefour brand book

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Our tone of voice Principles

Carrefour needs to speak with one voice, so we all need to write in a similar way. Here are some guiding principles to use when writing for Carrefour: • Be honest • Focus on the shopper • Keep it real • Talk don’t tell • Never try too hard

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Carrefour brand book

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Our tone of voice Be honest Tell how it is.

we say

we say

Be true to the product/service and how people relate to it.

10% off 1,232 items

10% off 1,232 items

30% off 654 items

30% off 654 items

50% off 98 items

50% off 98 items

Don’t talk about loo rolls like you’re talking about the latest sports car.

Du Jeudi 16 au Lundi 27 Avril

2

Du Jeudi 16 au Lundi 27 Avril

2 for 1 on selected lines

is better than 1 Carrefour, la qualité pour tous.

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250 products at small prices You can afford to be picky www.carrefour.fr

Carrefour, la qualité pour tous.

www.carrefour.fr

We don’t say

We don’t say

“up to 50% savings when you shop with us”

“up to 50% savings when you shop with us”


Carrefour brand book

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Our tone of voice Focus on the shopper We talk to shoppers about things that relate to them and their lives. As a result, it says so much about us: we listen, we understand and we offer great service

We say

We say

We say

“yummy fresh cod fishfingers”

“yummy fresh cod fishfingers”

“yummy fresh cod fishfingers”

Insurance

We never talk about how great we are or boasting about ourselves.

Happy Moving Cover for all your belongings when moving to a new home

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We don’t say

We don’t say

We don’t say

“10 cod fishfingers”

“10 cod fishfingers”

“10 cod fishfingers”


Carrefour brand book

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August 2009

Our tone of voice Keep it real Write words that feel real life, every day. Delight in making the everyday different.

We say

We say

“Happy moving, cover for all your belongings when moving to a new home”

“Happy moving, cover for all your belongings when moving to a new home”

We don’t say

We don’t say

“insurance cover for moving houses”

“insurance cover for moving houses”

Find inspiration and optimism in the everyday. We don’t talk about dullness and drudgery.

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Carrefour brand book

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Our tone of voice Talk don’t tell Have a conversation with people.

We say

We say

Speak one to one.

“Hello Welcome to your “contract-free” Carrefour Mobile. No contract means you can leave whenever you like. But we’d love you to stay”

“Hello Welcome to your “contract-free” Carrefour Mobile. No contract means you can leave whenever you like. But we’d love you to stay”

We don’t say

We don’t say

“Welcome to Carrefour.

“Welcome to Carrefour.

With the Carrefour mobile you have the guarantee to benefit from a tariff by the minute and/or per SMS 24h/24 and 7D/7”

With the Carrefour mobile you have the guarantee to benefit from a tariff by the minute and/or per SMS 24h/24 and 7D/7”

Share ideas and thoughts. Don’t patronise or talk down. We don’t say “Welcome to Carrefour. With the Carrefour mobile you have the guarantee to benefit from a tariff by the minute and/or per SMS 24h/24 and 7D/7” Instead we say “Hello Welcome to your “contract-free” Carrefour Mobile. No contract means you can leave whenever you like. But we’d love you to stay”

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Carrefour brand book

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Our tone of voice Never try to hard We’re easygoing and playful.

We say

We say

We never shout or yell

“Pierre and Louise are happy their dad always comes home from work on time”

“Pierre and Louise are happy their dad always comes home from work on time”

We don’t say

We don’t say

“Work-life balance at Carrefour”

“Work-life balance at Carrefour”

We’re not flippant or dismissive nor overly jokey. We’re not smug either.

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Carrefour brand book

Banner applications Overview Banner logo ranged versions Banner logo centred versions

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Carrefour brand book

Banner applications Overview This section explains the key principles of the application of our identity on banners. This includes store fascias and external fixed signage.

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Hyper market fascia


Carrefour brand book

Banner logo Ranged versions

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August 2009

Hyper market

Market

Express

City

We only use the solid red/blue version for store fascias and external fixed signage. We use a colour descriptor to differentiate between different formats such as World, Market, Express and City as shown here. Descriptors are always one word. The format name is set in Omnes Medium Italic. Colour coding is consistent globally. The logotype remains in the standard banner blue colour and the symbol is solid red/blue for all formats. The ranged version shown here is used in preference to the centred version. The relationship between the elements is fixed – please do not scale individual elements independently. When we create communications which are specific to a particular format, such as a promotional catalogue for Market, we do not use the banner logo versions: consumer-facing communications use our graduated colour logos without a descriptor. Details of the specific offer are made clear in the body copy or through disclaimers.

express

city

Colour specifications Banner logo blue Pantone® Reflex blue

Banner logo red Pantone® 032

Banner logo orange Pantone® 1585

Banner logo green Pantone® 355

C 100 M 70 Y0 K0

C0 M 100 Y 100 K0

C0 M 65 Y 100 K0

C 100 M0 Y 100 K 10

RAL 5002

RAL 3020

RAL 2003

RAL 6032

Pantone® is a registered trademark of Pantone, Inc. The colours shown on this page are not intended to visually match the Pantone colour standards. Please refer to the current edition of the Pantone Colour Formula Guide.

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Carrefour brand book

Banner logo Centred versions

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August 2009

Hyper market

The centred version of the banner logo is used only in situations where horizontal space is limited. Wherever possible, we use the ranged version shown on the previous page in preference to the centred version. The relationship between the elements is fixed – please do not scale individual elements independently. We use a colour descriptor to differentiate between different formats such as World, Market, Express and City as shown here. Descriptors are always one word and we use the Omnes Medium Italic font. Colour coding is consistent globally. The logotype remains in the standard banner blue colour and the symbol is solid red/blue for all formats. Our banner logos are used for store fascias and external fixed signage only. When we create other communications specific to a particular format, such as a promotional catalogue for Market, we do not use the banner logo versions. All consumer-facing communications use our graduated colour logos without a descriptor. Details of the specific offer are made clear in the body copy or through disclaimers.

Market

market

Express

City

express

city

Colour specifications Banner logo blue Pantone® Reflex blue

Banner logo red Pantone® 032

Banner logo orange Pantone® 1585

Banner logo green Pantone® 355

C 100 M 70 Y0 K0

C0 M 100 Y 100 K0

C0 M 65 Y 100 K0

C 100 M0 Y 100 K 10

RAL 5002

RAL 3020

RAL 2003

RAL 6032

Pantone® is a registered trademark of Pantone, Inc. The colours shown on this page are not intended to visually match the Pantone colour standards. Please refer to the current edition of the Pantone Colour Formula Guide.

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Carrefour brand book

Further information and contacts For further information please contact: Carrefour Global Marketing.

Carrefour gives permission to use this document for internal purposes only. No licence for further use is to be implied. This document contains images the intellectual property rights of which may be owned by third parties. Carrefour has not sought permission to use these images and shall not be liable for infringement of and third party’s intellectual property arising from use of these images. Š Carrefour. August 2009.

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Carrefour Brand Book  

Brand book: redesign 2009