Wools Vendor Logo Usage Guidelines

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Section Av

Woolworths Vendor Logo Usage Guidelines Issue 5, February 2017

Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.

Woolworths Supermarkets brand communications guidelines – Issue 4, January 2015

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Approved by: General Manager, Marketing

21/02/2017 11:03 am

Woolworths Vendor Logo Usage Guidelines Attention, Interest, Desire and Action are basic advertising principals, and when done well help your customer on their path to purchase.

Use of the Woolworths Vendor Logo Usage Guideline will amplify your retail call to action, and make it clear to customers where to buy your product.

These guidelines have been created to help our vendors with positioning the Woolworths logo within their advertising and packaging designs. However, there may be times when questions arise around specific applications or other details. In these instances, don’t manipulate the Woolworths logo, please contact Woolworths for assistance.

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AvC Woolworths Vendor Logo Usage

Colours & Typography

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– ‘Only at Woolworths’ logo

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– ‘Available at Woolworths’ logo

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– ‘On Special at Woolworths’ logo

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Minimum Sizes

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Multi Brand Environment

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Best Practice — in print

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Best Practice — for TV

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Queries can be directed to: Amelia Gammo Brand & Creative Specialist agammo@woolworths.com.au

Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.

Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017

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Approved by: General Manager, Marketing Communications and Brand

21/02/2017 11:03 am

Colours and Typography Colours

Av1 Colour for Dark Green Backgrounds

To ensure legibility and standout, it is preferable that the positive versions of the lock-ups are used (i.e white background).

Where this is not possible, use the reverse version which has a green background.

Typography The lock-ups for the callouts — Only at, Available at, On special at — have been created using the custom font Fresh Sans Medium.

All instances of ‘Woolworths’ within lock-ups are imported from the Woolworths logo, as is the Woolworths icon.

Woolworths Dark Green

Fresh Sans Medium

Print Process

C:100 M:0 Y:85 K:50

Spot (Pantone)

PMS 3425

Digital Screen (RGB)

R:18 G:84 B:48

Web safe

#125430

Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.

Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017

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Custom font used to create provided lock-ups

Approved by: General Manager, Marketing Communications and Brand

21/02/2017 11:03 am

‘Only at Woolworths’ logo Minimum size To ensure legibility, the Woolworths icon should appear no smaller than 15mm in width on printed materials or 40 pixels in width on web or digital platforms.

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Full Colour Horizontal & Vertical – Positive & Reverse options

The full lock-up should be scaled proportionately.

Note: – The default version of this logo is horizontal and positive.

– The stacked version can be used when the horizontal version does not work within the layout.

– All reverse versions provided are created with backgrounds that meet the clear space rulings, ie. are minimums.

Only at

Only at

Only at

Exclusion Zone Examples

Exclusion zone The exclusion zones are determined as shown. The measures used are a capital ‘O’ from the word ‘Only’, a full height lowercase ‘a’ and half height lowercase ‘a’.

It is imperative that no other elements encroach on this space.

Only at

15mm or 40 pixels

Only at Only at at Only

15mm or 40 pixels

15mm or 40 pixels

Only at

Only at

Only at

Only at

15mm or 40 pixels

Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.

Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017

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Approved by: General Manager, Marketing Communications and Brand

Only at

Only at 21/02/2017 11:03 am

‘Only at Woolworths’ logo – colour options Colour options On occasions where it is impractical to use the lock-ups in full colour, please use the black or green one-colour options shown here.

15mm

Black or 40 pixels Horizontal & Vertical – Positive & Reverse options

Only at

Only at

Only at

Only at

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15mm or 40 pixels

Only at

Only at

Only at at Only

Only at

Only at

Only at at3425 DarkOnly Green PMS

Only at

Only at

Only at

Only at

15mm or 40 pixels

Black = 100% black.

Green = PMS 3425 which is the brand PMS for Woolworths Dark Green.

Only at

15mm or 40 pixels

Horizontal & Vertical – Positive & Reverse options

Only at Only at

Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.

Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017

06_564580_BrandLogoAmends_Styleguide.indd 3

Approved by: General Manager, Marketing Communications and Brand

21/02/2017 11:03 am

‘Available at Woolworths’ logo Minimum size To ensure legibility, the Woolworths icon should appear no smaller than 15mm in width on printed materials or 40 pixels in width on web or digital platforms.

Av4

Full Colour Horizontal & Vertical Positive & Reverse options

The full lock-up should be scaled proportionately.

Note:

Available at

Available at

Available at

Available at

Available at

Available at

Available at

Available at

– The default version is horizontal and positive.

– The stacked version can be used when the horizontal version does not work within the layout.

– All reverse versions provided are created with backgrounds that meet the clear space rulings, ie. are minimums.

Exclusion Zone Examples

Exclusion zone The exclusion zones are determined as shown. The measures used are a capital ‘A’ from the word ‘Available’, a full height lowercase ‘a’ and half height lowercase ‘a’.

It is imperative that no other elements encroach on this space.

Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.

Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017

06_564580_BrandLogoAmends_Styleguide.indd 4

Approved by: General Manager, Marketing Communications and Brand

21/02/2017 11:03 am

‘Available at Woolworths’ logo – colour options Colour options On occasions where it is impractical to use the lock-ups in full colour, please use the black or green one-colour options shown here.

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Black Horizontal & Vertical – Positive & Reverse options

Available at

Available at

Available at

Available Available at at

Available at

Available at

Available Available at at

Available at

Available at

Available Available at at

Available at

Available at

Black = 100% black.

Green = PMS 3425 which is the brand PMS for Woolworths Dark Green.

Dark Green PMS 3425 Horizontal & Vertical – Positive & Reverse options

Available at

Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.

Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017

06_564580_BrandLogoAmends_Styleguide.indd 5

Approved by: General Manager, Marketing Communications and Brand

21/02/2017 11:03 am

‘On special at Woolworths’ logo Minimum size To ensure legibility, the Woolworths icon should appear no smaller than 15mm in width on printed materials or 40 pixels in width on web or digital platforms.

Full Colour Horizontal & Vertical – Positive & Reverse options

The full lock-up should be scaled proportionately.

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On special at

On special at

On special at On special at

On special at On special at

On special at

On special at

On special at On special at

On special at On special at

Note: – The default version is horizontal and positive.

– The stacked version can be used when the horizontal version does not work within the layout.

– All reverse versions provided are created with backgrounds that meet the clear space rulings, ie. are minimums.

Exclusion Zone Examples

Exclusion zone The exclusion zones are determined as shown. The measures used are a capital ‘O’ from the word ‘On’, a full height lowercase ‘a’ and half height lowercase ‘a’. It is imperative that no other elements encroach on this space.

Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.

Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017

06_564580_BrandLogoAmends_Styleguide.indd 6

Approved by: General Manager, Marketing Communications and Brand

21/02/2017 11:03 am

‘On special at Woolworths’ logo – colour options Colour options On occasions where it is impractical to use the lock-ups in full colour, please use the black or green one-colour options shown here.

Av7

Black Horizontal & Vertical – Positive & Reverse options

On special at

On special at

On special at

On special at On special at

On special at

On special at

On special at

On special at

On special at

On special at

Black = 100% black.

Green = PMS 3425 which is the brand PMS for Woolworths Dark Green.

On special at On special Dark Green PMS 3425 at

Horizontal & Vertical – Positive & Reverse options

On special at On special at On special at

Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.

Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017

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Approved by: General Manager, Marketing Communications and Brand

21/02/2017 11:03 am

Minimum Sizes — in a nutshell The minimum size is determined by measuring the total width of the Woolworths Icon. This measurement can be no smaller than 15mm in width on printed materials or 40 pixels in width on web/digital platforms.

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Minimum for Horizontal logo

Minimum for Stacked logo

15 mm 40 pixels

15 mm 40 pixels

Total lock-up should be scaled proportionately.

Small Use - between 7mm and 15mm only In the rare instance that a Brandmark is required at a smaller size than the minimums specified above, a modified* Brandmark has been developed to ensure legibility. *Modifications: the ‘Woolworths’ logotype has been thickened in weight and the tagline, The Fresh Food People, has been excluded to negate any readability issues.

Minimum for Small Use (both horizontal and vertical shown)

Should you need to use this logo, please refer to the contact details shown on the contents page of these guidelines. This logo should not be used any smaller than 7mm.

Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.

Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017

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7mm – 15 mm or 20 - 40 pixels

7mm – 15 mm or 20 - 40 pixels

Approved by: General Manager, Marketing Communications and Brand

21/02/2017 11:03 am

Multi Brand Environment Lock-up in a multi brand environment As the major supermarket in Australia, and to assist with customer recognition, it is preferred that the Woolworths logo is in the first and most prominent position. Any minor retailers should be shown in a secondary position, per these layouts.

The positive or reversed version of the Woolworths logo can be used in a multi brand environment.

• If the background is white, use the positive version of the Woolworths logo.

Av9 Preferred multi brand stacked lock-up Available at BRAND B

BRAND B BRAND C BRAND C

BRAND D

BRAND D

BRAND E

BRAND F

BRAND E

Preferred multi brand horizontal lock-up (with logos)

• If the background is not white, the reversed version of the logo can be used for stand out.

BRAND B

The Woolworths logo can be used in horizontal or stacked formats, whichever has the most stand out in the available space.

also at

BRAND C

BRAND D

BRAND E

BRAND F

Preferred multi brand stacked lock-up (with copy descriptions)

The Woolworths logo (without the retail prefix) will be supplied by the Woolworths Brand Compliance Manager upon request. Contact details at the front of this guideline.

Font for the supplementary text ‘also at’, ‘also at all good pharmacists’ etc to be a sans serif font.

Preferred secondary stacked lock-up (with logos)

Available at

Available at BRAND B

BRAND B

also at all good pharmacists/grocers/store name.

also at all good pharmacists/grocers/store name.

Preferred multi brand horizontal lock-up (with copy descriptions) BRAND B

Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.

Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017

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also at all good pharmacists/grocers/store name.

Approved by: General Manager, Marketing Communications and Brand

21/02/2017 11:03 am

Best Practice — for print Positioning of lock-ups

Example: A6 Entry Form

Av10 Examples: Packaging

These examples show how to recognise Woolworths in vendor advertising or packaging.

The default logo is the white horizontal version.

Where this is not possible, a panel of Woolworths Dark Green should be used to hold the reverse version of the lock-up.

The logo/background panel ideally should extend the full width of the artwork and be positioned near the very top or bottom of the communication.

Shown here are best practice examples.

Note: Lock-ups are NOT shown actual size.

These are demonstration visuals only.

Example: Landscape Ticket

Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.

Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017

06_564580_BrandLogoAmends_Styleguide.indd 10

Approved by: General Manager, Marketing Communications and Brand

21/02/2017 11:03 am

Best Practice — for TV Best Practice

Av11 Example: Cadbury (before endframe + endframe)

It is preferred that the logo lock-ups are: - the preferred orientation for the space - on a white background - used on the end frame of the TVC or predominately within the TVC - integrated into the design If using reverse versions, ensure they sit on a Woolworths Dark Green background panel. See page AV1 for specifications

Timing The Woolworths lock-up should appear for a minimum of 2 seconds.

Example: Rexona (endframe)

Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.

Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017

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Example: Philadelphia (endframe)

Approved by: General Manager, Marketing Communications and Brand

21/02/2017 11:03 am