estar brand guidelines

Masterbrand logo

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A brAnd of

Brand Guidelines

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IntroductionConTEnTS

Introduction

This document is a guide to the brand communication style for ESTAR.

It explains what our brand stands for, how it’s expressed, and how the creative elements fit together in all our communications.

The guide should be followed when commissioning, designing or delivering any kind of communications.

All brand communication activities have to be approved by our Marketing Department.

Introduction 3

Company Vision 4

Company Mission 5

Masterbrand logo: specifications 6

Colour palette 10

Elements of consistency 12

Taste extensions: ESTAR Cola 14

Taste extensions: ESTAR Orange 16

Typography 18

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Company MissionCompany Vision

Vision Trend Food International

The five pillars of our vision set out the long-term direction for the company – where we want to go and how we are going to get there:

« We work to create a better future every day

« We help people feel good, look good and get more out of life with brands and services that are good for them and good for others

« We will inspire people to take small everyday actions that can add up to a big difference for the world

« We will develop new ways of doing business with the aim of doubling the size of our company while reducing environmental impact

« We believe that good business practices and environmental stewardship go hand in hand, and we aspire to be environmentally conscious and use sustainable business principles in all aspects of our business operations

We’ve always believed in the power of our brands to improve the quality of people’s lives and in doing the right thing. As our business grows, so do our responsibilities. We recognise that global challenges such as climate change concern us all. Considering the wider impact of our actions is embedded in our values and is a fundamental part of who we are.

Becoming green is not about being perfect on day one. Our commitment to the en-vironment is on-going and will take constant improvement. We periodically review our practices to ensure they are as environmentally and economically sustainable as possible.

Mission Trend Food International

At the heart of the corporate purpose, which guides us in our approach to doing business, is the drive to serve consumers in a unique and effective way. Our long-term success requires a total commitment to exceptional standards of performance and productivity, to working together effectively, and to a willingness to embrace new ideas and learn continuously.

To succeed also requires, we believe, the highest standards of corporate behaviour towards everyone we work with, the communities we touch, and the environment on which we have an impact.

This is our road to sustainable, profitable growth, creating long-term value for our shareholders, our people, and our business partners.

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Masterbrand logo Masterbrand logo

SPECIFICATIONS: Colour options SPECIFICATIONS: Colour options

Basic version To be used on black or dark backgrounds.

Grayscale version To be used whenever color mode is not available.

Inverse version To be used on bright backgrounds.

Black & white version To be used when only monochromatic mode is available/

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Masterbrand logo Masterbrand logo

« Much as the logo on can is positioned always vertically and as such is it typically perceived, on all other media it should be presented horizontally, so as to ensure highest clarity and readability.

« Whenever possible, the full color version used on a black / dark background is recommended.

« To maintain the strength of the logo a minimum clear space of “E” module should be kept on all sides (as shown on the image below). There should be no other elements in this area at any time.

« The minimum size of the logo is 15 mm (or 40 px) of height.

SPECIFICATIONS: Position, clear space & minimum size SPECIFICATIONS: Incorrect use

Clear space around the logo

Minimum size

15 mm

« don’T use the masterbrand logo on a background brighter than 50% black (unless you use the inverse version).

« don’T use the logo on heteroge-neous backgrounds that disturb the lo-go’s readability.

« don’T change the color of any element of the logo. Use only the versions specified in these guidelines.

« don’T use logo elements apart from the others.

« don’T distort the logo in any way.

« don’T alter the relationships between the elements of the logo.

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Colour paletteColour palette

COLOUR PALETTE: Screen/Web

SIlVEr rGb/wEb GrAdIEnT 1

« 138R 140G 142B (#898b8E)« 224R 225G 226B (#dfE0E2)« 153R 155G 158B (#999b9d)

SIlVEr rGb/wEb GrAdIEnT 2

« 138R 140G 142B (#b3b5b7) « 243R 244G 244B (#f3f3f4) « 213R 215G 216B (#d5d6d8)

GrEEn rGb/wEb GrAdIEnT

« 141R 198G 63B (#8CC63E)« 0R 148G 68B (#009344)

GrEy rGb/wEb full

« 153R 155G 158B (#999b9d)

blACK rGb/wEb full

«0R 0G 0B (#000000)

GrEEn rGb/wEb full

« 127R 192G 66B (#7EC041)

COLOUR PALETTE: Print

SIlVEr CMyK GrAdIEnT 1

« 0C 0M 0Y 55K « 0C 0M 0Y 13K « 0C 0M 0Y 47K

SIlVEr CMyK GrAdIEnT 2

« 0C 0M 0Y 55K « 0C 0M 0Y 13K « 0C 0M 0Y 47K

GrEEn CMyK GrAdIEnT

« 50C 0M 100Y 0K« 85C 10M 100Y 10K

GrEy CMyK full

« 0C 0M 0Y 47K

blACK CMyK full

« 0C 0M 0Y 100K

GrEEn CMyK full

« 55C 0M 100Y

blACK PAnTonE

« Pantone black C

GrEEn PAnTonE

« Pantone 7488C

SIlVEr PAnTonE

« Pantone 877C (Silver)

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Elements of consistecyElements of consistency

« The star halftone is an element of consistency that appears on all brand media.

« There are two versions of elements of consistency: green (ESTAR solid green) & black.

« Elements of consistency should take up 8-12% of the work area's height, both on top and bottom part, in a continuous way.

« The additional elements of consistency, appearing both in the masterbrand logo itself and independently, are skewed rectangles, in generic ESTAr colors (primarily in ESTAR green: gradient or solid).

« The recommended positioning of the skewed rectangles remains as on brand-guidelines master page spread - with main, gradient green coloured rectangle appear-ing on the top, underneath the star halftone and the smaller (75% height), solid green coloured rectangle below.

« The angle of the skew is 63º / -63º.« On the left-hand page the rectangles are skewed towards right. On the right-hand page the rectangles are skewed towards left.

« The skewed rectangles serve primarily as a background for claims and other important information.

« Other positioning of rectangles and their multiplications are acceptable as long as they build up a consistent structure of the design.

ELEMENTS OF CONSISTENCy: Star halftone ELEMENTS OF CONSISTENCy: Skewed rectangles

x

8-12% x

8-12% x

63º

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Taste extensionsTaste extensions

TASTE EXTENSIONS: ESTAR Cola logo TASTE EXTENSIONS: ESTAR Cola colour palette



rEd PrInT

CMyK:« 0C 100M 100Y 0K

PAnTonE:« PANTONE rEd 032C

rEd SCrEEn/wEb

« R237 G28 B36 (#Ed1C24)

rEd GrAdIEnT

CMyK:« 0C 100M 100Y 0K« 13C 100M 100Y 24K

rGb:« 237R 28G 36B (#Ed1C24)« 169R 24G 28B (#A9181C)

« In the case of ESTAR taste extensions, the elements appearing in the generic version in the shades of green have their colour changed according to the specific taste (e.g. the distinguishing colour ESTAR Cola is red).

« The same applies to the elements of consistency, i.e. for ESTAR Cola designs both star halftones and skewed rectangles should be red-coloured, as specified below.

« other generic colours (shades of grey, silver & black) remain unchanged, according to the generic specifications.

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Taste extensionsTaste extensions

TASTE EXTENSIONS: ESTAR Orange logo TASTE EXTENSIONS: ESTAR Orange colour palette



orAnGE PrInT

CMyK:« 0C 30M 100Y 0K

PAnTonE:« PANTONE 1235C

orAnGE SCrEEn/wEb

« R253 G185 B19 (#fdb813)

orAnGE GrAdIEnT

CMyK:« 0C 30M 100Y 0K« 0C 41M 100Y 10K

rGb:« 253R 185G 19B (#fdb813)« 226R 149G 24B (#E29517)

« ESTAR Orange color palette should be applied to all the ESTAR Orange designs, as in the case of other taste extensions.

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TypographyTypography

The primary ESTAR design font family is neoTech.

As the font does not provide many glyphs and multilingual versions, Helvetica (or Arial when Helvetica is not available) is used as a subsidiary font family.

nEoTECH fONT fAMIlY

TyPOGRAPhy: Design & subsidiary font families TyPOGRAPhy: Subsidiary font families

abcdefghijklmnoprstuvwxyz

ABCDEFGHIJKLMNOPRSTUVWXYZ

0123456789&()*

abcdefghijklmnoprstuvwxyz

ABCDEFGHIJKLMNOPRSTUVWXYZ

0123456789&(((

abcdefghijklmnoprstuvwxyzABCDEfGHIJKlMNOPRSTUVWXYZ0123456789!$%&()*

abcdefghijklmnoprstuvwxyzABCDEFGHIJKLMNOPRSTUVWXYZ0123456789&()

abcdefghijklmnoprstuvwxyzABCDEFGhIJKLMNOPRSTUVWXyZ0123456789&()*


abcdefghijklmnoprstuvwxyzAbCdEfGHIJKlMnoPrSTuVwxyZ0123456789&()*


abcdefghijklmnoprstuvwxyzABCDEFGHIJKLMNOPRSTUVWXYZ0123456789&()*


NeoTech Light

NeoTech Regular

NeoTech Medium

NeoTech Bold

NeoTech Black

NeoTech Light Italic

NeoTech Regular Italic

NeoTech Medium Italic

NeoTech Bold Italic

NeoTech Black Italic

HElVETICA fONT fAMIlY



abcdefghijklmnoprstuvwxyzABCDEFGHIJKLMNOPRSTUVWXYZ0123456789!$%&()*




helvetica Light

helvetica Regular

helvetica Bold

helvetica Light Oblique

helvetica Oblique

helvetica Bold Oblique

ArIAl fONT fAMIlY



abcdefghijklmnoprstuvwxyzABCDEFGHIJKLMNOPRSTUVWXYZ0123456789!$%&()*


Arial Regular

Arial Bold

Arial Regular Italic

Arial Bold Italic

estar brand guidelines

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