Worldchefs Brand Guidelines

VISUAL IDENTITY GUIDELINES Second Edition – April 2015

INTRODUCTION Worldchefs produces a wide variety of printed and digital pieces of communication every year.

These new guidelines have been created to ensure that there is consistency and clarity for each of them.

Previous guidelines are to be replaced by this new version.

Our brand is very important as it represents our personality as a modern, forward looking World Organisation.

Please help us by following these guidelines so that Worldchefs can communicate its messages and its personality effectively at all levels.

WORLDCHEFS – APRIL 2015

1.1

LOGO AND LOGOFRAME THE LOGO

PRIMARY VERSION

REVERSED VERSION

WORLD ASSOCIATION OF CHEFS SOCIETIES

This is our primary version of the logo.

It should appear in Worldchefs (Pantone 273C) or reversed out in white and blue or white and black for b/w material.

The logo should not be redrawn, digitally manipulated or altered. It must always be positioned on the top or bottom left.

The logo must always be reproduced from a digital master reference.

This is available in pdf, eps and jpeg format. Please ensure the appropriate artwork format is used.

The logo should always be used as a whole, including both the chef with the globe and name of the association.

VISUAL IDENTITY GUIDELINES – SECOND EDITION

1.2

LOGO AND LOGOFRAME EXCLUSION ZONE

x

A minimum distance has been allowed between the logo and other graphic elements, such as typography and margins.

The logo must not be reproduced smaller than 25mm high.

x

x x

x

WORLDCHEFS – APRIL 2015

1.3

LOGO AND LOGOFRAME RECOMMENDED SIZING Minimum logo size 25mm

A5

Logo size for A5 30mm

Our logo must be clearly visible and reproduced consistently. For this reason a minimum size has been established. The size is 25mm measured across the height of the logo.

A4 Logo size for A4 40mm

A3 Logo size for A3 50mm

VISUAL IDENTITY GUIDELINES – SECOND EDITION

Logo size consistency is important when producing a wide range of communications.

The logo does not have a maximum reproduction size.

1.4

LOGO AND LOGOFRAME BLACK ONLY

In print media where only black is available (such as press advertisement or black and white laser printing) it is acceptable to use the logo in black.

WORLD ASSOCIATION OF CHEFS SOCIETIES

WORLD ASSOCIATION OF CHEFS SOCIETIES

Please note: do not print letterheads in colour on a laser printer or inkjet as the colour of the logo will not be right.

Please print in black using the black artwork versions.

WORLDCHEFS – APRIL 2015

1.5

LOGO AND LOGOFRAME USING THE LOGO WITH OTHER IDENTIFIERS

Committiees names work with the logo as shown opposite.

Minimum logo size 25mm

WORLDCHEFS

YOUNG CHEFS

WORLDCHEFS

WITHOUT BORDERS VISUAL IDENTITY GUIDELINES – SECOND EDITION

The brand guidelines enable committees, congress and other logos to be used alongside the Worldchefs logo.

Committees logos/names shall always appear to the right of the Worldchefs logo.

Please contact the Communications team for further advice on stationery template requiring two logos.

1.6

LOGO AND LOGOFRAME USING THE LOGO WITH OTHER IDENTIFIERS

WORLDCHEFS – APRIL 2015

2.1

TYPOGRAPHY PRIMARY TYPEFACES

Gill Sans Light ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gill Sans Regular ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gill Sans Semibold ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gill Sans Bold ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 VISUAL IDENTITY GUIDELINES – SECOND EDITION

The primary typeface for Worldchefs for commercially printed materials is Gill Sans, which has been chosen for its clarity and readability.

This typeface should be used for brand level statements such as titling section and committees names. It is to be used on all printed materials, for example leaflets, brochures and chefs jackets.

Italic versions of these fonts should only be used to highlight words in a passage of text but only if strictly necessary.

2.2

TYPOGRAPHY SECONDARY TYPEFACES (restricted use)

Arial Regular ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial regular and bold is available for restricted use and may only be used if Gill Sans is unavailable, for instance in a digital format, Arial and Arial Bold are the alternatives.

Arial Bold ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

WORLDCHEFS – APRIL 2015

3.1

COLOUR PRIMARY COLOURS

WORLDCHEFS BLUE PANTONE 273 C

WORLDCHEFS CYAN PANTONE Proc. Cyan C

CMYK C100 M100 Y0 K28

CMYK C100 M0 Y0 K0

RGB R40 G30 B105

RGB R0 G159 B227

#281e69

#009fe3

WORLDCHEFS GRAY PANTONE 423 C CMYK C0 M0 Y0 K44

Using a consistent colour palette will help our materials be instantly recognisable.

Our primary colours should be used on the covers of all our external communication materials.

Worldchefs Blue or white should be used as a background colour for covers when not using a full bleed background image.

Tints can be used in support of the full strength colours if required.

VISUAL IDENTITY GUIDELINES – SECOND EDITION

3.2

COLOUR SECONDARY COLOURS

WORLDCHEFS RED PANTONE 1807 C CMYK C0 M100 Y96 K28

WORLDCHEFS GREEN PANTONE 341 C CMYK C100 M0 Y67 K29

WORLDCHEFS YELLOW PANTONE 138 C CMYK C0 M42 Y100 K1

Secondary colours are not restricted to any specific audience, committee or competitions and can be used to add variety.

Tints can be used in support of the full strength colours if required. They should be used to add depth and variety.

Attention should be given to the use of appropriate colours. Minimal colour usage is often the most effective.

WORLDCHEFS – APRIL 2015

4.1

PHOTOGRAPHY INDIVIDUAL PEOPLE

Honesty is key – subject should be active in his or her environment.

Groups of people should be imaginatively shot, showing people in their environment.

People can be shown without necessarily showing their faces.

Detail shots can be useful in giving extra interest to a cover or spread.

Specific subject matter may be needed for different competitions and committees.

VISUAL IDENTITY GUIDELINES – SECOND EDITION

5.1

FRAMEWORKS FOR PRINT – COVERS FRAMEWORKS

A-SIZE PORTRAIT FORMAT

Our frameworks for print help keep our covers recognisable yet give us the flexibility to use different layouts.

To ensure consistency throughout our printed material, standard formats such as A4 and DL should always be used.

1X1 Framwork

2X2 Framwork

3X3 Framwork

A-SIZE LANDSCAPE FORMAT

1X1 Framwork

Our frameworks are all based on a grid structure which enables us to create a number of different compositions.

4X4 Framwork

DL FORMAT

6X3 Framwork

WORLDCHEFS – APRIL 2015

5.2

FRAMEWORKS FOR PRINT – COVERS LAYOUT OVERVIEW

LOREM IPSUM ET SET DOLOR 2012 Lorem ipsum et dolor

LOGO Worldchefs Blue logo on white background or reverses out white from Worldchefs Blue background TITLE PANEL Titles are in Upper Case Gill Sans Bold. Subtitles are in Gill Sans Light. For A4, the recommended title heading is 34pt on 34pt leading.

BACKGROUND Background colour is always white or Worldchefs Blue.

GRID There are options for different formats. Boxes are used chiefly for photography.

COLOURED BOXES Coloured boxes can be used in the grid to add vibrancy.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maert cenas lorem metus, aliquet ut, venenatis nunc velit iaculis.

VISUAL IDENTITY GUIDELINES – SECOND EDITION

COLOURED BOXES WITH TEXT Text can be used within coloured boxes.

5.3

FRAMEWORKS FOR PRINT – COVERS A-SIZE PORTRAIT FORMAT

1X1 FRAMWORK

LOREM IPSUM ET SET DOLOR 2012 Lorem ipsum et dolor

2X2 FRAMWORK

LOREM IPSUM ET SET DOLOR 2012 Lorem ipsum et dolor

3X3 FRAMWORK

4X4 FRAMWORK

LOREM IPSUM ET SET DOLOR 2012 Lorem ipsum et dolor

Lorem ipsum dolor sit amet, consectetuer adipiscing elit.

Maert cenas lorem metus, aliquet ut, venenatis nunc velit Necabo. Nam, sit apicia doluptam reria que dolorestem et esequi ulpa nulparum rero il modi num hit laut quibusam.

The 1x1 Framework allows for a single image within the main panel.

Coloured boxes cannot be used with this format.

No more than two boxes should be coloured.

LOREM IPSUM ET SET DOLOR 2012 Lorem ipsum et dolor

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maert cenas lorem metus, aliquet ut, venenatis nunc velit iaculis.

No more than four boxes should be coloured.

WORLDCHEFS – APRIL 2015

5.4

FRAMEWORKS FOR PRINT – COVERS DON’TS

1X1 FRAMWORK

2X2 FRAMWORK

LOREM IPSUM ET SET DOLOR 2012

LOREM IPSUM ET SET DOLOR 2012

Lorem ipsum et dolor

Lorem ipsum et dolor

3X3 FRAMWORK

LOREM IPSUM ET SET DOLOR 2012 Lorem ipsum et dolor

Lorem ipsum dolor sit amet, consectetuer adipiscing elit.

Maert cenas lorem metus, aliquet ut, venenatis nunc velit Necabo. Nam, sit apicia doluptam reria que dolorestem et esequi ulpa nulparum rero il modi num hit laut quibusam.

4X4 FRAMWORK

LOREM IPSUM ET SET DOLOR 2012 Lorem ipsum et dolor

Lorem ipsum dolor sit amet, consectetuer adipiscing elit.

Maert cenas lorem metus, aliquet ut, venenatis nunc velit Necabo. Nam, sit apicia doluptam reria que dolorestem et esequi ulpa nulparum rero il modi num hit laut quibusam.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maert cenas lorem metus, aliquet ut, venenatis nunc velit iaculis.

Don’t place coloured boxes over images.

Don’t crop images in a way that hides / interferes with the content.

VISUAL IDENTITY GUIDELINES – SECOND EDITION

Don’t place text in largest box size.

Don’t place text in top row of framework.

6.1

STATIONERY LETTERHEAD

Stationery plays a key role in expressing the brand identity of Worldchefs and in many instances will be the first introduction to the Worldchefs.

WORLDCHEFS 310 rue de la Tour, Centra 278, 94576 Rungis Cedex, France // T: +33 (0) 1 46 87 65 10 // SKYPE: worldchefs_skype WWW.WORLDCHEFS.ORG

WORLDCHEFS – APRIL 2015

6.2

STATIONERY BUSINESS CARD FRONT

NAME 12PT

WORLDCHEFS TITLE / QUALIFICATIONS 7PT COUNTRY M: +44 (0) 1111 1111 E: name@worldchefs.org SKYPE: worldchefs WORLDCHEFS.ORG

BACK

LET´S STAY IN TOUCH ...

Visit Us

VISUAL IDENTITY GUIDELINES – SECOND EDITION

Like Us

Watch Us

Follow Us

6.3

STATIONERY COMPLIMENTS SLIP

With compliments

WORLDCHEFS 310 rue de la Tour, Centra 278, 94576 Rungis Cedex, France // T: +33 (0) 1 46 87 65 10 // SKYPE: worldchefs_skype WWW.WORLDCHEFS.ORG

WORLDCHEFS – APRIL 2015

6.4

STATIONERY ENVELOPES

SIZE 220 X 110

WORLDCHEFS 310 rue de la Tour, Centra 278, 94576 Rungis Cedex, France // T: +33 (0) 1 46 87 65 10 // SKYPE: worldchefs_skype WWW.WORLDCHEFS.ORG

VISUAL IDENTITY GUIDELINES – SECOND EDITION

7.1

POWERPOINT TEMPLATES STYLE GUIDES: BLUE BACKGROUND

WORLD ASSOCIATION OF CHEFS SOCIETIES

TITLE OF PRESENTATION

WORLD ASSOCIATION OF CHEFS SOCIETIES

INTRODUCTION OR DIVER SLIDE Short divider paragraph or introduction to the section, describing X,Y and Z to be discussed. This section deals with lorem ipsum dolos sit amet, consectetur adispiscing elit. Curabitur volutpat volupat ullamcorper.

DOLORPOS AUT PERFERIA VOLOREIUR? Bo. Nam, que con nonsedi con eaquass iminver itemporiores as cus.

Ficil ium aces repro idestintiam evenissinim eat.

Estrum aut aut estrumquam quatem. Xernate scidebis est, ipiet quaes aliquiscim hil ipienihillam core voluptas eatae que auditis unteseq uassit, tempel etusam dicatem adit, que volorum il idi aciendent.

The following templates should be used for all Powerpoint presentations.

If using images, the style and content of photographs should reflect the diverse work of the Worldchefs and be vibrant, inspirational and engaging.

Only use images that are relevant and add value.

WORLD ASSOCIATION OF CHEFS SOCIETIES

WORLD ASSOCIATION OF CHEFS SOCIETIES

TITLE OF SLIDE LOREM IPSUM DOLOR SIT Longer paragraphs of 26pt Gill Sans set in two columns. Lorem ipsum dolos sit amet, consectetur adispiscing elit.

Curabitur volutpat ullamcorper.

Bo. Nam, que con nonsedi con eaquass iminver itemporiores as cus. Ficil ium aces repro idestintiam evenissinim eat.

Estrum aut aut estrumquam quatem.

Xernate scidebis est, ipiet quaes aliquiscim hil ipienihillam core voluptas eatae que auditis unteseq uassit, tempel.

TITLE OF SLIDE DOLORPOS AUT PERFERIA Otatiis as alit quo etur rero tem sum imus doluptae peritas sedis as molesse quatum ut re, qui as eum aut quam nonse esciam faccusa pelliquas nonsectotae nonsequ oditatia sinulla ndaerum ratesti doluptam natibus ab ipsam que ium inume conse conserum.

Loresequas et inimod ut aut ex exeribus excerep eliquo eosaperum qui occum recto que preiumq uiatis is dolora volum etur maionseque erferunt faceaUntist, coremporio tem vit aliciae aut laut aut.

Bullet point list. One or two clear and concise sentences per bullet in 33pt Gill Sans Regular.

Bullet point list. One or two clear and concise sentences per bullet in 33pt Gill Sans Regular.

Bullet point list. One or two clear and concise sentences per bullet in 33pt Gill Sans Regular.

Second level or bullet points in 28pt Gill Sans Regular Third level or bullet points in 28pt Gill Sans Regular

WORLDCHEFS – APRIL 2015

8.1

EMAILS EMAIL SIGNATURE

Name Title World Association of Chefs Societies 310 rue de la Tour - Centra 278 - 94576 Rungis Cedex - France M: +381 641313484 E: name@worldchefs.org Skype: username www.worldchefs.org

Visit Us

Like Us

Watch Us

Follow Us

WORLDCHEFS IS SUPPORTED BY ... ®

SCHOLARSHIP SPONSORS

VISUAL IDENTITY GUIDELINES – SECOND EDITION

This is the recommended method of presenting contact information at the foot of the email, with the main text in 10 point arial font in bold. This text should also be presented in a dark blue. There should only be one web address or url link in a signature.

FIRST PLACE AWARDED TO

XXXXXXXXXXXXXX FOR OUTSTANDING ACHIEVEMENT IN THE

GLOBAL CHEFS CHALLENGE FINALS

WORLDCHEFS 36TH WORLD CONGRESS IN STAVANGER – NORWAY 2014 On this xx day of xxxx xxxx Gissur Gudmundsson President WORLDCHEFS

ION OF C AT H CI

OCIETIES SS EF

RLD AS SO WO

9.1

CERTIFICATES EXAMPLE

OF

Gert Klötzke

Culinary Competitions Chair WORLDCHEFS

FICIA L

®

WORLDCHEFS – APRIL 2015

10.1

CAMPAIGNS NO LOGO FRAME AND GRID

SUPPORTING YOUR PROFESSIONAL DEVELOPMENT WORLDCHEFS Global Culinary Certification Worldchefs Certification is recognized globally and is a testament to your culinary skills, education and demonstrates your professionalism in setting and meeting standards and is the first global recognition for chefs, cooks and culinary educators.

YOUR BENEFITS Designed for all individuals to help them progress and enhance their professional career opportunities.

Helps you stand out of the crowd when you are seeking employment or promotion.

Compliments and does not compete with formal qualifications and certification schemes from other countries or chefs associations.

THE NINE LEVELS Worldchefs Certified Culinary Educator WorldchefsCertified Master Pastry Chef Worldchefs Certified Master Chef Worldchefs Certified Executive Chef Worldchefs Certified Pastry Chef Worldchefs Certified Chef de Cuisine Worldchefs Certified Sous Chef Worldchefs Certified Professional Chef (Chef de Partie) Worldchefs Certified Professional Cook (Commis Chef)

DON’T GET LEFT BEHIND Take the first step today and visit our website: www.worldchefs.org/certification.

For more information contact : education@worldchefs.org

twitter.com/wacsworldchefs facebook.com/wacsworldchefs youtube.com/user/wacsworldchefs www.worldchefs.org

VISUAL IDENTITY GUIDELINES – SECOND EDITION

For core campaigns that need to stand out from our standard marketing material the logo frame and the grid of text and images can be removed and there is greater flexiblity with the typography.

11.1

CHEFS JACKETS STYLE GUIDE

WORLDCHEFS

RAGNAR FRIDRIKSSON

10 cm

MANAGING DIRECTOR

WORLDCHEFS NAME TITLE

TYPOGRAPHY

The Worldchefs logo should always sit on the left breast.

NAME: GILL SANS BOLD 26pt TITLE ONE LINE: GILL SANS REGULAR 16pt TITLE TWO LINES: GILL SANS REGULAR 14pt WORLDCHEFS BLUE PANTONE 273 C CMYK C100 M100 Y0 K28

WORLDCHEFS GRAY PANTONE 423 PC CMYK C0 M0 Y0 K44

WORLDCHEFS – APRIL 2015

12.1

EXHIBITIONS EXAMPLE - PANELS

The design and content of exhibition material will vary to meet the specific needs of each exhibition: target audience, size, format, venue, etc. Therefore the size of the panels will depend on the size of the material. The examples shown should be used as guidelines as to how the brand should be placed.

WORLDCHEFS IS SUPPORTED BY ... ®

SCHOLARSHIP SPONSORS

STAND OUT FROM THE CROWD WORLDCHEFS Global Culinary Certification

VISUAL IDENTITY GUIDELINES – SECOND EDITION

WORLD ASSOCIATION OF CHEFS SOCIETIES WWW.WORLDCHEFS.ORG

SUPPORTING YOUR PROFESSIONAL DEVELOPMENT WORLDCHEFS Global Culinary Certification

CONTACT The Design team provides advice and guidance to Worldchefs members on print, digital and new media design.

Further information T贸mas Bolli Hafthorsson E: tomasbolli@gmail.com SKYPE: tomasbolli