MDLZ Guidelines FINAL LOW RES PDF

MONDELZ INTERNATIONAL
IDENTITY AND VISUAL GUIDELINES
SEC / 2.0

2012 v1.0
02
Table of Contents
SECTION 0.0 Introduction 03 0.1 Brand Story 04 0.2 1.1 1.2 1.3 1.4 1.5 1.6 1.7 Our Name Overview Clear Space Minimum Size Primary, Full-color Versions Primary, One-color Versions 05 07 08 09 10 11
SECTION 4.0 Icons 30 4.1 Category Icons 31 4.2 4.3 4.3 4.4 4.5 4.6 4.7 4.8 5.1 5.2 5.3 6.1 6.2 7.1 7.2 Expressive Artworks / Patterns Colors / Tone-on-tone Colors / Tone-on-tone Scope of Use Dos & Donts Please Do Not... File Variations Introduction Sample Images & Principles Dos & Donts Project or Initiative Identity Applications Interim Guidelines Overview Application Examples 34 37 40 41 42 43 44 55 56 57 59 60 86 87 88
SECTION 1.0 Wordmark 06
Expressive Artworks / Cascades 38
Wordmark with Secondary Colors 12 Wordmark on Color Backgrounds 13 16 19 20 22 24
SECTION 5.0 Photography 54
1.7.1 Wordmark on Image Backgrounds 15 1.7.2 Wordmark on Product Packaging 1.8 1.9 Please Do Not... File Variations Color Palette Secondary Colors
SECTION 6.0 Applications 58
SECTION 2.0 2.2
2.1 Primary Colors 23
SECTION 7.0
SECTION 3.0 Typography 25 3.1 Creative Font 26 3.2 3.3 3.4 Corporate Font Hierarchy Expressive Type Stack 27 28 29
SECTION 8.0 Contact 91
03
Introduction
These guidelines explain and demonstrate the use of the Mondelz International visual identity system. The guidelines should be used by Mondelz International employees and external partners involved in the design, production or implementation of Mondelz International branded material and assets. Its important to adhere to these guidelines to ensure visual consistency and protection of the brand identity.
NOTES: This document has been created in 11 x 17 format. If you are printing the document, please use the scale to fit feature as this will allow the document to print correctly.
04
Brand Story
Wherever you go, whoever you meet, we all seek joy. Maybe thats not too surprising. What is surprising? We are a whole new company that has been reimagined with a single focus, to create joy. To provide lifes delicious moments by sharing the worlds favorite brands. Brands that awaken the senses. Brighten the day. Refresh, renew, uplift. We are the people of Mondelz International. We make the products that make people smile. We treat, we fuel, we boost the day. Small delighting moments. Each building on the next. That make today delicious. And bring a world of joy. Create delicious moments of joy; thats our dream. Thats what guides us. It wakes us up in the morning; we dream of it at night. The way we look at it, its not just about lifting the moment. Its about lifting the spirit. Let the joy begin. Mondelz International.
05
Our Name
It is important that we use our name consistently in all communications, particularly given that we are establishing a new corporate identity. You must use the name Mondelz International when referring to our global organization or the company overall. You must use Mondelz + <Region> (eg Mondelz Latin America) when referring to a particular region. You must refer to Mondelz + <country name> (eg Mondelz Germany or Mondelz Canada) when referring to one of our country units. When referring to the US country unit, you must use the US operating company name, Mondelz Global. You must not use Mondelz alone. For informal internal communications you may use MDLZ as an alternative shorthand reference to Mondelz International.
Wordmark
SEC / 1.0
07
Wordmark Overview
The Mondelz International Wordmark is built with the following distinct elements: Logotype (Mondelz International) Flavor burst graphics Created as customized artwork, the Wordmark is accessible and approachable; it speaks to you as a friend. The Wordmarks bright, lip-smacking flavor bursts give a nod to our rich and diverse history, while the smooth, playful logotype with rich purple and red palette push Mondelz International forward as a bold and confident new company. Our combined Wordmark delivers a sense of joy, emphasizing the way Mondelz International strives to provide lifes delicious moments for consumers, employees and communities across the globe. Its an expression of everything we stand for. To help reinforce our new corporate identity this Wordmark is the only logo to be used. No other logos are to be created for internal or external use. The Wordmark forms the most significant feature of the Mondelz International brand and should be used on all aspects of branded communications. The Wordmark is created from a highly customized typeface which is not available as a font. No attempt should be made to recreate or replicate the typography for headlines or other applications. NOTE: The International must never be removed from the identity. The Wordmark should never be altered, tilted, distorted, manipulated or disassembled on any application. Our current policy states that we do not normally use trademark symbols (, ) with our Wordmark. Logotype Flavor Burst PRIMARY WORDMARK
08
Wordmark Clear Space

The following are the clear space rules for the Wordmark. In order to gain maximum visibility, the Wordmark should always appear with a minimum area of clear space around it. This area should be free of any type or graphic element. Using the width of the burst as x, the clear space is a 1x area around the entire Wordmark. This rule applies to all versions of the Wordmark on all mediums.
FINAL LOGO
09
Wordmark Minimum Size

The Wordmark retains its visual strength in a wide range of sizes. However, when the Wordmark is reproduced too small, it is no longer legible and its impact is diminished. The Wordmark should not be reproduced in a size smaller than 1.25 inches / 31.75 milimeters in width, as illustrated. To retain the best quality on screen, the Wordmark should not be displayed smaller than 90 pixels in width at 72 dpi.
1.25 Inches / 31.75mm
010
Wordmark Primary, Full-color Version

Color is a powerful means of identification. Consistent use of the full-color Wordmark will help build visibility and recognition for Mondelz International and will set us apart from our competitors. The full-color version of the Wordmark is composed with MDLZ Purple for the logotype and Delicious Red for the flavor bursts. The two primary colors reflect our rich heritage and provide authority and purpose for our brand. The full-color version of the Wordmark should be used whenever possible.
MDLZ Purple
PANTONE 268 C R 79 G 33 C 90 M 100 Hex# 4F2170
B 112 Y 0
K 10
Delicious Red
PANTONE 186 C R 206 G 17 C 0 M 100 Hex# CE1126 B 38 Y 70 K0
011
Wordmark Primary, One-color Versions

Across applications, every effort should be made to use the fullcolor Wordmark. However, in instances where only one color is available for printing, use the one-color options to the right.
012
Wordmark Wordmark with Secondary Colors

Secondary colors of the Wordmark have been developed for flexibility within the brand. The flavor burst can be shown in only the following colors (note: not Bold Blue) from the secondary palette, while the logotype should always remain in MDLZ Purple. Examples are shown to the right. See following color palette section for specific color breakdowns. NOTE: The secondary versions should never be public-facing. Only the primary Wordmark should be used on consumerand public-facing applications. SECONDARY (INTERNAL USE ONLY) SECONDARY COLOR PALETTE PRIMARY
Juicy Orange
Toasty Yellow
Zesty Green
Minty Aqua
Bold Blue
(Do not use with the Purple Wordmark)
013
Wordmark Primary Wordmark on Color Backgrounds

The primary Wordmark can be placed on some solid colors from the approved color palette. All approved combinations are shown to the right. When being placed on a colored background, the bursts of the Wordmark remain in red or white, while the logotype is reversed to white. NOTE: On yellow, the Wordmark should be shown in full-color or one-color purple. These primary versions may be used on consumer- and public-facing applications. PRIMARY VERSIONS (APPROPRIATE FOR EXTERNAL USE)
014
Wordmark Wordmark with Secondary Colors on Color Backgrounds

The Wordmark with secondary colors can be placed on solid colors from the approved color palette. All approved combinations are shown to the right. The logotype should remain white at all times, except when being placed on lighter backgrounds such as yellow. Do not place the reversed white Wordmark on a color that is too light. Always ensure the Wordmark is legible. NOTE: These versions should never be used for any customerand public-facing applications. SECONDARY VERSIONS (INTERNAL USE ONLY)
015
Wordmark Wordmark on Image Backgrounds

On occasion, the Wordmark may be used on top of images (e.g., when endorsing third-party communications). Only full-color, one-color white, and one-color black versions of the Wordmark may be used this way. When using on top of background imagery, ensure the background is not too busy and has sufficient contrast to the Wordmark to preserve its presence and authority. The Wordmark must never be used on point-of-sale or consumer-facing product advertising. WORDMARK ON IMAGE BACKGROUND
016
Wordmark Wordmark on Product Packaging

There is a separate set of rules when it comes to placing the Wordmark on consumer packaging. This is required due to a combination of print production limitations and spacing issues. Tier 1 The full-color Wordmark is always the preferred option as it really brings the idea of delicious to life. The use of full-color Wordmark on packaging should be consistent with guidance provided in this guideline. Tier 2 When it is not possible or too costly to reproduce the Wordmark in full-color, we recommend using either the reversed-out version or the version in MDLZ Purple. Tier 3 In certain circumstances, such as in two-color printing, it may not be possible to use the Tier 1 or Tier 2 version of the Wordmark. Therefore, the Wordmark is allowed to be reproduced in one-color from the limited color palette. Always keep in mind legibility of the Wordmark and high contrast with the background. TIER 1
TIER 2
TIER 3
017
Wordmark Packaging Examples

The Mondelz International Wordmark will be used globally as a corporate identifier for our House of Brands. Accordingly, the Mondelz International Wordmark must only be used as a corporate identifier on the back or the side of our product packaging. It must not be used on the front or the top of packaging. Please see examples shown.
018
Wordmark Packaging Comparison (Corporate Signature)

In transitioning from Kraft Foods to Mondelz International, the new Wordmark and Corporate Signature should replace the old Wordmark and Corporate Signature. The Wordmark and Corporate Signature must either be placed on the back or the side of product packaging. OLD PACKAGING NEW PACKAGING
019
Wordmark Please Do Not...
OUTLINE
Do not outline the Wordmark.
GRADIENT Do not apply any gradient to the Wordmark.
SCALE Do not play with the scale of the Wordmark. The proportions of the Wordmark should not be altered in any way.
ORIENTATION Do not change the orientation of the Wordmark by rotating it in any way.
EFFECTS Do not add any kind of effects like a drop shadow to the Wordmark.
NO HEADLINES
COLOR ELEMENTS CONTRAST 1 CONTRAST 2 BACKGROUND
Do not change the colors on any part of the Wordmark beyond what is stated as acceptable in this guideline.
Do not use bursts on their own, especially to mimic the Wordmark.
Do not put the full-color Wordmark on a background with low contrast.
Do not put the reversed Wordmark on any pale background.
The Wordmark should always be placed in locations that are not too complex to allow it to be viewed clearly.
020
Wordmark File Variations / Primary Wordmark

PRIMARY WORDMARK SPOT COLOR RGB 4-COLOR PROCESS FILE NAME mdlz_spot_w.eps mdlz_spot_p.eps COLOR PMS 268C PMS 186C USAGE AND APPLICATIONS SPOT COLOR APPLICATIONS PRIMARILY FOR PRINT
mdlz_rgb_w.eps mdlz_rgb_p.eps mdlz_rgb_w_hires.jpg mdlz_rgb_w_lores.jpg mdlz_rgb_p_hires.jpg mdlz_rgb_p_lores.jpg mdlz_rgb_logo_full.png mdlz_rgb_logo_reverse.png mdlz_4c_w.eps mdlz_4c_p.eps mdlz_4c_logo_full.png mdlz_4c_logo_reverse.png ONE-COLOR mdlz_1c_purple_w_rgb.eps mdlz_1c_purple_w_cmyk.eps mdlz_1c_black_w.eps mdlz_1c_white_k.eps mdlz_1c_white_p.eps mdlz_1c_purple_w_hires.jpg mdlz_1c_purple_w_lores.jpg mdlz_1c_black_w_hires.jpg mdlz_1c_black_w_lores.jpg mdlz_1c_white_p_hires.jpg mdlz_1c_white_p_lores.jpg mdlz_1c_white_k_hires.jpg mdlz_1c_white_k_lores.jpg mdlz_1c_purple_rgb.png mdlz_1c_purple_cmyk.png mdlz_1c_black.png mdlz_1c_white.png
RGB
ON-SCREEN APPLICATIONS
CMYK
PROCESS COLOR APPLICATIONS
RGB CMYK BLACK WHITE
SIMPLE, SMALL ONE COLOR APPLICATIONS WHERE USING FULL-COLOR WORDMARK ARE NOT POSSIBLE
021
Wordmark File Variations / Wordmark with Secondary Colors

WORDMARK WITH SECONDARY COLORS FILE NAME mdlz_logo_secondaryburst_rgb.eps mdlz_logo_secondaryburst_4c.eps COLOR RGB CMYK USAGE AND APPLICATIONS
mdlz_logo_secondaryburst_rgb_yellow.png mdlz_logo_secondaryburst_rgb_orange.png mdlz_logo_secondaryburst_rgb_minty.png mdlz_logo_secondaryburst_rgb_green.png mdlz_logo_secondaryburst_4c_yellow.png mdlz_logo_secondaryburst_4c_orange.png mdlz_logo_secondaryburst_4c_minty.png mdlz_logo_secondaryburst_4c_green.png
REVERSED
mdlz_logo_secondaryburst_reversed_rgb.eps mdlz_logo_secondaryburst_reversed_4c.eps
RGB CMYK
mdlz_secondaryburst_reversed_rgb_yellow.png mdlz_secondaryburst_reversed_rgb_orange.png mdlz_secondaryburst_reversed_rgb_minty.png mdlz_secondaryburst_reversed_rgb_green.png mdlz_secondaryburst_reversed_rgb_bold.png mdlz_secondaryburst_reversed_4c_yellow.png mdlz_secondaryburst_reversed_4c_orange.png mdlz_secondaryburst_reversed_4c_minty.png mdlz_secondaryburst_reversed_4c_green.png mdlz_secondaryburst_reversed_4c_bold.png
Color Palette
SEC / 2.0
023
Color Palette Primary Colors

Colors have been carefully selected to provide a memorable, fresh, delicious and energetic palette for Mondelz International. Our primary colors, MDLZ Purple and Delicious Red reflect our rich heritage and provide authority and purpose for our brand. MDLZ Purple is intended as the main signifying color for the brand. It should be used for the Wordmark and solid fill backgrounds. Delicious Red is used for the flavor bursts in the Wordmark. This red has been selected for its brightness, warmth and passion. When applying colors to typography, the Gray color should be applied to body copy whenever possible in order to maintain a balanced visual contrast. If use of the Gray color is not possible, the Black color may be used instead.
MDLZ Purple
PANTONE 268 C R 79 G 33 C 90 M 100 Hex# 4F2170
B 112 Y 0
K 10
Delicious Red
PANTONE 186 C R 206 G 17 C 0 M 100 Hex# CE1126 B 38 Y 70 K0
Black
PANTONE BLACK C R 0 G 0 B0 C 60 M 40 Hex# 000000 Y 40 K 100
Gray (text only)
PANTONE COOL GRAY 10 R 95 G 95 B 95 C 0 M 0 Y 0 Hex# 5F5F5F R 255 G 255 C 0 M 0 Hex# FFFFFF B 255 Y 0
K 80
White
K0
024
Color Palette Secondary Colors

Along with the primary Color Palette, a secondary palette of complementary shades has been developed for the brand. These provide an additional layer of richness and vibrancy and help express the diversity of brands in the Mondelz International portfolio.
Juicy Orange
PANTONE 1655 C R 249 G 86 C 0 M 70 Hex# F95602
B2 Y 100
K0
Zesty Green
PANTONE 390 C R 186 G 196 C 30 M 0 Hex# BAC405
B5 Y 100
K 10
Toasty Yellow
PANTONE 116 C R 252 G 209 C 0 M 10 Hex# FCD116 B 22 Y 100 K0
Minty Aqua
PANTONE 3125 C R 0 G 183 C 91 M 0 Hex# 00B7C6 B 198 Y 23 K2
Bold Blue
PANTONE 2935 C R 0 G 54 C 100 M 60 Hex# 0036A3
B 163 Y 0
K0
Typography
SEC / 3.0
026
Typography Creative Font (Designer Use Only)

The creative typeface for Mondelz International is Frutiger Com. Modern, flexible and easy to read, Frutiger Com is suited for a wide range of visual communications. Multiple levels of typographic hierarchy are possible for impact and clarity in our creative communications.The Frutiger Com typeface includes the macron symbol required for the Mondelz International name. To purchase the Frutiger Com typeface, please go to the following link: www.linotype.com/469/Frutiger-family.html
FRUTIGER COM ULTRA BLACK FRUTIGER COM ROMAN
Delicious
FRUTIGER COM BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.<>#$%&
Delicious
FRUTIGER COM LIGHT
WHEN TO USE
Internal designers and external creative vendors should use Frutiger Com when producing Mondelz International branded materials and assets (e.g., posters, signage, brochures, apparel). The weights shown for Frutiger Com are approved for use.
Delicious
FRUTIGER COM BOLD
Delicious
Delicious
027
Typography Corporate Fonts (General Employee & Online Use)

The Arial typeface is recommended for general office use and online applications. Contemporary and extremely versatile, the Arial typeface includes the macron symbol required for the Mondelz International name. It is also a web-safe font, ensuring compatibility across a wide range of browsers.
WHEN TO USE ARIAL BLACK
Delicious
ARIAL BOLD
Employees should use the Arial typeface for day-to-day applications such as email, reports and presentations (in programs including Word, PowerPoint and Excel). The Arial typeface should also be used for online applications including websites, the corporate intranet site and eNewsletters.
Delicious
ARIAL REGULAR
Delicious
028
Typography Hierarchy
Use the following type hierarchy as a guide to set type in your layout. Adhering to these type proportions will ensure a consistent style across brand communications. For specific color breakdown, please refer to Page 23. Example shown uses Frutiger Com, but the same rules apply for typography layouts when using Arial.
14 PT 12 PT
36 PT
Title Goes Here

Subtitle Goes here
Obus ortum st imum ac vid cote dii fur laresil vidium dierordi si se caveror befecierter larem tea is. Nos, P. Udefaccien sena, quo hos prae a sent. Illario ad cum sessicam terce cusulicis Ahabem, sed conceribus, orarta nihiliam duconsilic ret dere tebem intrunclem quod pris? quam di sena nunum das multissicae, ceri sigit, conem ut pultore hebuntuus, videt L. Vivid diis? Unicio es fenata clest consupe rvignam nequid pulis me nerori comnihi conducess vis conem nimum, egere eorari.
HEADLINE SUB-HEAD BODY COPY
FRUTIGER COM BOLD / ARIAL BLACK
36/38PT
FRUTIGER COM BOLD / ARIAL BOLD 14/17PT FRUTIGER COM LIGHT / ARIAL REGULAR 12/15PT BLACK
MDLZ PURPLE
029
Typography Expressive Type Stack (Designer Use Only)

The Expressive Type Stack is a typographic layout for use with display headlines in pieces such as posters, ads, brochure covers, etc. When designing an expressive type stack for Mondelz International pieces, use the example to the right as a general reference for setting type. The idea is to have a mix of type scale and weight to convey the sense of joy and variety within Mondelz International products. Align the type stack on both ends for a clean and simple look, using all caps, in a mix of weights from the Frutiger Com font family. Be sure not to vary type scales too severely, so as to maintain legibility and unity throughout the headline. Choose multiple colors from the approved Color Palette to express the bright spirit and diversity of the brand. See Internal Posters on Page 73 for applicaiton examples.
FRUTIGER COM LIGHT
FRUTIGER COM BOLD
WE TREAT
FRUTIGER COM ULTRA BLACK
WE FUEL
WE BOOST
THE DAY
ALIGN
ALIGN
Icons
SEC / 4.0
031
Icons Category Icons / Lock-up

To illustrate the delicious world of Mondelz International, a set of primary icons has been developed to represent our companys seven major categories. These icons add to the fun, unique and flexible visual system that speaks to our joyful purpose. Each icon is assigned a specific color from the approved Color Palette, as shown to the right. These seven Category Icons form the official Lock-up you see to the right. It is to be used as a secondary graphic throughout our communications. In general, this lock-up should be used as a smaller accent graphic on layouts and not as a hero graphic. It should be used once per page and not repeated as a design element or border. This Lock-up is provided as final art and should not be recreated, reordered or recolored. The minimum size of the icon lock-up should not be smaller than 1.5 inches / 38 milimeters in width. NOTE: Icons should always be in their specific colors when being displayed in the Icon Lock-up. The order and the spacing of the Icon Lock-up should not be altered or changed at any time. For specific color breakdowns, please refer to the Color Palette section. Please see files below for Icon Lock-up artworks: mdlz_icon_rgb.ai mdlz_icon_4c.ai mdlz_icon_rgb_full.png mdlz_icon_4c_full.png
CHOCOLATE (MDLZ Purple) CANDY (Delicious Red) GUM (Minty Aqua) BEVERAGE (Juicy Orange) SAVORY BISCUIT (Toasty Yellow) SWEET BISCUIT (Bold Blue) COFFEE (Zesty Green)
Min. Size 1.5 Inches / 38mm
032
Icons Category Icons / Clear Space

The following are the clear space rules for the icon lock-up. In order to gain maximum visibility, the Icon Lock-up should always appear with a minimum area of clear space around it. This area should be free of any type or graphic element. Using the width of the chocolate icon as x, the clear space is a 1x area around the entire Icon Lock-up. This rule applies to all versions of the Icon Lock-up on all mediums.
033
Icons Category Icons / One-Color Versions

Across applications, every effort should be made to use the full-color Lock-up of the Category Icons. However, in instances where limited colors are available for printing, the one-color purple Lock-up should be shown on white backgrounds, and the reversed white should be shown on colored backgrounds from the approved palette shown to the right. NOTE: If being used on a white background, only the full-color Lock-up or Lock-up in MDLZ Purple can be used. Please see files below for Icon Lock-up artworks: mdlz_icon_rgb.ai mdlz_icon_4c.ai mdlz_icon_rgb_purple.png mdlz_icon_rgb_white.png mdlz_icon_4c_purple.png ONE-COLOR VERSIONS
034
Icons Expressive Artworks / Pattern with JOY Icon / Full-Color

To create a fun and vibrant brand experience, we have developed expressive artworks such as Patterns, made from Mondelz International flavor bursts, Category icons and an M Monogram. For English speaking markets, a JOY icon has been incorporated into the pattern. This is the preferred pattern to use in these markets. NOTE: The Joy icon and the M Monogram must not be used outside of the pattern artwork. In order to maintain a visual balance in the pattern or artwork, icons appear in various scales and colors from the approved Color Palette. All pattern versions have been created as final artwork and should not need to be re-created or altered for use. For specific color breakdowns, please refer to the Color Palette on Pages 23-24. PATTERN + JOY ICON
035
Icons Expressive Artworks / Pattern with JOY Icon / Tone-on-Tone

To make the Mondelz International system more flexible, a toneon-tone version of the pattern is designed for the purpose of background treatments. The example is shown in red, but the tone-on-tone pattern can be based on any color from the approved Color Palette. NOTE: The contrast within the tone-on-tone pattern should always be very subtle in order to maIntain the best readability of the content that goes atop the pattern, if any. Icons in this pattern can only be one-color from the approved Color Palette. All pattern versions have been created as final artwork and should not need to be re-created or altered for use. For specific color breakdowns, please refer to Page 37. PATTERN + JOY ICON / TONE-ON-TONE
036
Icons Expressive Artworks / Pattern without JOY Icon

For non-English speaking markets, a version of the pattern has been created using the Mondelz International flavor bursts, Category Icons and M Monogram only. NOTE: The M Monogram must not be used outside of the pattern artwork. All pattern versions have been created as final artwork and should not need to be re-created or altered for use. PATTERN w/o JOY ICON
037
Icons Colors / Tone-on-tone Pattern

When creating tone-on-tone patterns, the contrast of the pattern should always be very subtle to maintain the proper visual impact. The background of the tone-on-tone pattern should always be a single color from the approved Color Palette, while the icons are slightly darker than the background (see below). When printing with spot colors, the icons should be a light screen of the next darker shade of the same hue relative to the background. When creating the artworks in RGB or CMYK colors, the icons should be in the same color as the background but treated with a Multiply effect. The opacity of the icons should be adjusted in order to meet the subtle contrast examples shown to the right. These patterns will be provided as final artwork. TONE-ON-TONE PATTERNS
COLOR BREAKDOWNS PANTONE 1655 C R 249 G 86 C 0 M 70 B2 Y 100
K0
PANTONE 1665 C R 249 G 86 C 0 M 70 (MULTIPLY)
B2 Y 100
K0
038
Icons Expressive Artworks / Cascade

For additional expression within the Mondelz International system, a Cascade graphic has been created using the Category Icons. This graphic is custom created into flowing, organic configurations, following the principles set forth in the overall pattern design. These Cascades should be used in moderation to highlight one aspect of a visual communications piece. It is by no means a required graphic on all designed pieces and should be used judiciously. NOTE: All cascade versions have been created as final artwork and should not need to be re-created or altered for use.
039
Icons Expressive Artworks / Cascade
Tone-on-tone Cascade
One-color Cascade
040
Icons Colors / Tone-on-tone Cascade

When creating tone-on-tone cascades, the contrast of the cascade should always be very subtle to maintain the proper visual impact. The background of the tone-on-tone cascade should always be a single color from the approved Color Palette, while the icons are slightly darker than the background (see below). When printing with spot colors, the icons should be a light screen of the next darker shade of the same hue relative to the background. When creating the artworks in RGB or CMYK colors, the icons should be in the same color as the background but treated with a Multiply effect. The opacity of the icons should be adjusted in order to meet the subtle contrast examples shown to the right. These cascades will be provided as final artwork. TONE-ON-TONE CASCADE
COLOR BREAKDOWNS PANTONE 268 C R 79 G 33 C 90 M 100 B 112 Y 0
K 10
PANTONE 268 C R 79 G 33 C 90 M 100 (MULTIPLY)
B 112 Y 0
K 10
041
Icons Scope of Use In order to maintain the design integrity of the Category Icons, the following guidelines must be adhered to at all times. (i) Category Icons must not be used on packaging, POS or other consumer-facing product advertising, including social media. (ii) Category Icons should always be used in close proximity with the Mondelz International name and / or logo. (iii) Category Icons across all forms (Individual, as a Lock up, in a Pattern, in a Cascade) are suitable for internal use/internal-facing communications (i.e. posters, wall decals, intranet sites). (iv) Individual Category Icons must not be used in external- or public-facing materials (corporate internet sites, corporate stationery, business cards etc).
042
Icons Dos & Donts

HOW CAN ICONS BE USED? Internal-facing materials (e.g., posters and wall decals)
INTERNAL
INDIVIDUAL ICONS
ICON LOCK-UP
PATTERN
CASCADE
MDLZ Intranet (internal-facing) Corporate Stationery (e.g., letterhead and business cards) Business to Business Materials (e.g., sales catalogues) MDLZ corporate internet site (external facing). NOTE: This is the corporate internet site only. See below for the position on product advertising, including social media. Packaging, POS or other consumer-facing advertising (including online and social media).
EXTERNAL
043
Icons Please Do Not...
COLOR 1
COLOR 2
COLOR 3
COLOR 4
Do not create a color pattern beyond the tone-on-tone color combination.
Do not change the colors on any part of the key art beyond what is stated as acceptable in this guideline.
Do not apply the full-color Cascade to a colored background.
Do not create an uneven visual by choosing the same color for the icons too often on one key art.
ARRANGEMENT 1
ARRANGEMENT 2
ARRANGEMENT 3
ARRANGEMENT 4
Do not repeat the Lock-up or use it as a border.
Do not distort or flip the icons in any way.
Do not overlap the icons on any part of the key art.
Do not arrange the icons too far apart or create unevening spacing on the key art.
044
Icons File Variations / Pattern with JOY Icon

PATTERN A FULL COLOR FILE NAME mdlz_pattern_mg_joy_rgb.ai mdlz_pattern_mg_joy_4c.ai mdlz_pattern_mg_joy_rgb_full.jpg mdlz_pattern_mg_joy_4c_full.jpg COLOR RGB CMYK
TONE-ON-TONE
mdlz_pattern_mg_joy_rgb_purple.jpg mdlz_pattern_mg_joy_rgb_red.jpg mdlz_pattern_mg_joy_rgb_minty.jpg mdlz_pattern_mg_joy_rgb_green.jpg mdlz_pattern_mg_joy_rgb_yellow.jpg mdlz_pattern_mg_joy_rgb_bold.jpg mdlz_pattern_mg_joy_rgb_orange.jpg mdlz_pattern_mg_joy_4c_purple.jpg mdlz_pattern_mg_joy_4c_red.jpg mdlz_pattern_mg_joy_4c_minty.jpg mdlz_pattern_mg_joy_4c_green.jpg mdlz_pattern_mg_joy_4c_yellow.jpg mdlz_pattern_mg_joy_4c_bold.jpg mdlz_pattern_mg_joy_4c_orange.jpg
RGB CMYK
045
Icons File Variations / Pattern without JOY Icon

PATTERN B FULL COLOR FILE NAME mdlz_pattern_m_rgb.ai mdlz_pattern_m_4c.ai mdlz_pattern_m_rgb_full.jpg mdlz_pattern_m_4c_full.jpg COLOR RGB CMYK
TONE-ON-TONE
mdlz_pattern_m_rgb_purple.jpg mdlz_pattern_m_rgb_red.jpg mdlz_pattern_m_rgb_minty.jpg mdlz_pattern_m_rgb_green.jpg mdlz_pattern_m_rgb_yellow.jpg mdlz_pattern_m_rgb_bold.jpg mdlz_pattern_m_rgb_orange.jpg mdlz_pattern_m_4c_purple.jpg mdlz_pattern_m_4c_red.jpg mdlz_pattern_m_4c_minty.jpg mdlz_pattern_m_4c_green.jpg mdlz_pattern_m_4c_yellow.jpg mdlz_pattern_m_4c_bold.jpg mdlz_pattern_m_4c_orange.jpg
RGB CMYK
046
Icons File Variations / Pattern without JOY Icon or Monogram

PATTERN C FULL COLOR FILE NAME mdlz_pattern_rgb.ai mdlz_pattern_4c.ai mdlz_pattern_rgb_full.jpg mdlz_pattern_4c_full.jpg COLOR RGB CMYK
TONE-ON-TONE
mdlz_pattern_rgb_purple.jpg mdlz_pattern_rgb_red.jpg mdlz_pattern_rgb_minty.jpg mdlz_pattern_rgb_green.jpg mdlz_pattern_rgb_yellow.jpg mdlz_pattern_rgb_bold.jpg mdlz_pattern_rgb_orange.jpg mdlz_pattern_4c_purple.jpg mdlz_pattern_4c_red.jpg mdlz_pattern_4c_minty.jpg mdlz_pattern_4c_green.jpg mdlz_pattern_4c_yellow.jpg mdlz_pattern_4c_bold.jpg mdlz_pattern_4c_orange.jpg
RGB CMYK
047
Icons File Variations / Cascade 1

CASCADE 1 FULL COLOR FILE NAME mdlz_cascade_1_rgb.ai mdlz_cascade_1_4c.ai mdlz_cascade_1_rgb_full.png mdlz_cascade_1_4c_full.png mdlz_cascade_1_white.png COLOR RGB CMYK
TONE-ON-TONE
mdlz_cascade_1_rgb_purple.png mdlz_cascade_1_rgb_red.png mdlz_cascade_1_rgb_minty.png mdlz_cascade_1_rgb_green.png mdlz_cascade_1_rgb_yellow.png mdlz_cascade_1_rgb_bold.png mdlz_cascade_1_rgb_orange.png mdlz_cascade_1_4c_purple.png mdlz_cascade_1_4c_red.png mdlz_cascade_1_4c_minty.png mdlz_cascade_1_4c_green.png mdlz_cascade_1_4c_yellow.png mdlz_cascade_1_4c_bold.png mdlz_cascade_1_4c_orange.png
RGB CMYK
048

TONE-ON-TONE
RGB CMYK
049

TONE-ON-TONE
RGB CMYK
050

TONE-ON-TONE
RGB CMYK
051

TONE-ON-TONE
RGB CMYK
052

TONE-ON-TONE
RGB CMYK
053

TONE-ON-TONE
RGB CMYK
Title Photography
SEC / 5.0 2.0
055
Photography Introduction Photographic images are tools that, when used thoughtfully, help to support and enhance the Mondelz International image throughout all our communications. The images we create (or the stock photography we choose to invest in) can make powerful impressions. It is important to select images that reflect our reason for being: Creating delicious moments of joy. This sets the tone and guides us as we create tools that communicate our unique point of difference around the globe. Our communications, whether between each other or to outside audiences, must use visuals that reflect our connection to the human condition. Our images should be honest and engaging, and signal the joyful moments between people and food.
056
Photography Sample Images & Principles

The following images exemplify some of our photographic principles. They have been included to help illustrate the elements that make a Mondelz International joyful image. Our brand imagery should be simple and tell a delicious story, as well as convey the benefit of healthy living and a fun lifestyle. NOTE: The images that appear to the right are for look and feel reference only. Any additional application of these images must be licensed separately according to use.
PHOTOGRAPHY TONE: JOYFUL FUN HARMONIOUS INGENIOUS CURIOUS ASPIRATIONAL 1. STYLING
To remain honest, lifestyle shots are never staged looking or overly processed. They are snippets from life and the people are dressed as casual but not Bohemian, professional but not corporate.
2. CROPPING
To intensify a moment or make it more energetic, we might crop in a way that feels natural and candid. Asymmetry, even a subtle take, helps with this and also gives us a glimpse into time and place at work, lunch, an informal party or chatting with a friend.
3. LIGHTING
Soft lighting without hard shadows across the face is our preferred setting. We might tonally lighten an image to get a sense of atmosphere or to allow flares or bright backlighting to interact with our subjects. We can also use color toning and depth of field to add emphasis, but always in moderation and always feeling natural.
4-5. ENGAGED, CANDID
Photography subjects should be engaged but not aggressive, casual but not passive and always caught in the moment. Maybe its a snapshot of a colleague on a busy street or a friend saying bye. We prefer an engaged and friendly rapport with the camera.
057
Photography Dos & Donts

At its core, lifestyle photography is a subjective element, but its also one that can get off-brand very quickly. To ensure a consistent execution of our brand voice, its important to set some ground rules.
1. STYLING
Our photography must have a certain level of sophistication and polish. It is not overly casual or passive in its nature.
2. CONTEXT
FPO
The context of a shot is everything. Dont strip out the context or push it too far into the background to the point of obscurity.
3. CROPPING
FPO
While cropping is important, its also an easy way to lose sight of a shots context. Allow the composition to tell the whole story.
4. POSING
Lifestyle snapshots should be candid and caught in the moment, not contrived or portrayed with the pretense of a portrait. All image and art assets need to be contractually owned and all usage rights should be assigned to Mondelz International and not shared or licensed from the Artist/Photographer. It may not always be possible to have a total buyout of images with people in them. If this is the case, it is critically important to use the images within the agreements of the signed legal contract. Preferred file formats include: TIFF (uncompressed), Photoshop, and EPS. 3 4
FPO
FPO
Applications
SEC / 6.0
059
Applications Project or Initiative Identity (Internal Use Only)

We want to ensure consistency within the Mondelz International identity and avoid a proliferation of unrelated logos. For this reason, a standardized approach has been designed for groups to create a unique identity for their particular internal initiative or project. The approach consists of two parts a flavor burst and the project or initiative name, as shown in the examples to the right.
x
Frutiger Bold 7pt
Simply choose the burst color that best represents your internal project or initiative and enter your project or initiative name. Use only colors from the approved Color Palette. The typography should always be in MDLZ Purple. Taking the height of the uppercase letter as space x, the project name must left-align with a clear space x around the flavor burst in order to maintain a consistent balance between text and symbol. NOTE: These lock-ups have been provided as pre-built Illustrator files as listed below, so there should be no need to alter their structure. mdlz_BusinessUnit_bold.pdf mdlz_BusinessUnit_green.pdf mdlz_BusinessUnit_minty.pdf mdlz_BusinessUnit_orange.pdf mdlz_BusinessUnit_purple.pdf mdlz_BusinessUnit_red.pdf mdlz_BusinessUnit_yellow.pdf
Research Development & Quality
x x
Helping Hands Program
Latino Council
Research Development & Quality
Helping Hands Program
Latino Council
Project Bullseye
Social Committee
Lunch Club
060
Applications Stationery
BUSINESS CARD FRONTS
The name of your legal entity
Standard layout with three phone numbers
Optional layout with four phone numbers, name and contact blocks shifted up
Standard layout with three phone numbers, country name included in address, and country-specific web address shown
Extreme example if required, content can fill the far right column
061
BUSINESS CARD BACKS BUSINESS CARD BACK VARIATION
RECOMMENDED
For business-specific needs, brand logos can be added to the back of the business card as shown in these examples. NOTE: You must never combine the icon lock-up and the brand logos.
062
LETTERHEAD LETTERHEAD BOTTOM VARIATIONS
For business specific needs, brand logos can be added to the bottom of stationery as shown in these examples. NOTE: You must never combine the icon lock-up and the brand logos.
063
ENVELOPE BUCK SLIP
064
Applications Stationery / Specifications

US business card size: 3.5 in x 2 in Regions outside the US should comply with local standards Font: 8 / 9.5 Frutiger Com Regular, print gray. Name: 8 pt Frutiger Com Bold, print purple. Logo: CMYK blended version without HP Address: 2-5 lines as needed Name and Title/BU: up to 5 lines total Contact Info: 1-3 phone numbers in any combination, followed by email address. Company web site address is required: mondelezinternational.com (Applicable country web site can be used instead). Please see template file below for business card front artwork: mdlz_stationery_BC_front.indd mdlz_stationery_BC_front.idml
0.825 in (21 mm) from bottom
Firstname Lastname Title/BU Line 1 Title/BU Line 2 Title/BU Line 3 Title/BU Line 4 T 000-000-0000 M 000-000-0000 F 000-000-0000 E rst.lastname@mdlz.com mondelezinternational.com
0.25 (6.35 mm) in spacing from edges Align text top with top of logo text x-height
Logo Size 1.21 in ( 30.73 mm)
Address Line 1 Address Line 2 Address Line 3 Address Line 4 Address Line 5
Align text with burst in logo
1.8 in (46 mm) from left edge
065

Area allowed for Icon lock-up / logos:
Centered on the card Logo Size 0.45 inches / 11.43 from edges 1.21 inmm ( 30.73 mm) 35 mm) Distribute in spacing logos within allowed area dges Logos must be large enough to be printed legibly
0.45 in (11.43 mm) 0.45 in (11.43 mm)
ext top with top Address Line 1 Please see template file below for business card back Address Line 2 artwork: text x-height
mdlz_stationery_BC_back.indd mdlz_stationery_BC_back.idml
Firstname Lastname Title/BU Line 1 Title/BU Line 2 Title/BU Line 3 Title/BU Line 4
Address Line 3 Address Line 4 Address Line 5
n (21 mm) ottom
T 000-000-0000 M 000-000-0000 F 000-000-0000 E rst.lastname@mdlz.com mondelezinternational.com
Align text with burst in logo
1.8 in (46 mm) from left edge 0.45 in (11.43 mm) 0.45 in (11.43 mm)
0.45 in (11.43 mm) 0.45 in (11.43 mm)
066

US Letter: 8.5 x 11 Regions outside the US should comply with local standards Font: 8 / 9.5 Frutiger Com Regular, prints Gray. Logo: CMYK blended version without HP Artwork available in Illustrator Format Address: 2-5 lines as needed, Include country name, facility name as required Phone Numbers: Include one blank line after address block when not personalized, use general numbers for facility Please see template file below for letterhead artwork: mdlz_stationery_LH.indd mdlz_stationery_LH.idml
Addressees NameAddressees Title Company Street Address City, State Abbreviation & Zip Code Month Day, Year Dear Sir/ Madam Pelliquisci vent ofciamus, volestis et facearciunt ofctur autectem. Et quostor ectatenda nectium nulparchil ilitium quisit quidebis adio. Ut aut moloren dita tust quo quassi ditinctiscia ne volliquatus quiae consequae coneSeque secusam, nos sit repremos as velecup tatur? Aquatiae eum que omnissedi corehen ihilliqui dis asse quatend ignistin evelis eatur? Qui id que molupit liaeptiis volorepra dus raectet faccatemped utatenditat. Onserspi ciusda nonsequas dolorenis sus molupta plisquo et aspe res volo bla simolestis erunt im sa de eatius vendant volupta turepe dolecte dolut eatur sunt, ommoluptatem cullorum sinvendi ventur? Quis explab inum remolup tasped qui ut facerspelia volendendis dolorum raectat vent volupta tumendio. Fugiam, For compliance with US postal amet audantibus aut hit lanihit exerro imod expe maionse quoditas sum sedia electrical scanners, name and cus sam simin nessundio. Et entur aliqui aut ut abo. Nam quunt aliquatem.
1.18 in (29.97 mm) 0.5 in (12.7 mm)
Mondelz Global LLC East Hanover, NJ 07936 USA T +49 000 000-0000 F +49 000 000-0000 mondelezinternational.com

0.6 in (15.24 mm)
address must be set in four lines. aut Regions outside of the laborit destiuntio etur adi ium fugia Liquae aboribus, od elestib ernamusanit quo conseque conseque sit, with ex estiis sint eles am rerum re, volor siminti core, US min should comply their sam que cullor modigni reiureperum reperiti dolor atus doluptas eum, sam ut own national standards.
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To customize, enter your own address and telephone numbers in this area.
067

0.75 in (19.05 mm)
ENVELOPE Please see template file below for envelope artwork:
0.5 in (12.7 mm) 0.75 in (19.05 mm) 0.5 in (12.7 mm)
mdlz_stationery_Envelope_front.pdf mdlz_stationery_Envelope_inside.pdf
1 in (25.4 mm) from top
Mondelz Global LLC East Hanover, NJ 07936 USA mondelezinternational.com Mondelz Global LLC East Hanover, NJ 07936 USA mondelezinternational.com
1 in (25.4 mm) from top
Addressees Name, Addressees Title Company Street Address City, State Abbreviation & Zip Code Addressees Name, Addressees Title Company Street Address City, State Abbreviation & Zip Code
centered
centered
068
Applications PowerPoint Slides / Cover & Breaker Slides

A PowerPoint template has been created including cover, breaker and content page slides. Rules are built into the template, including font size and color, bullet formats and suggested layouts. The template has been developed to ensure consistency across company presentations but also to allow flexibility for individual users. Sample layouts are shown for reference. In general, be sure to use Breaker slides for their intended purpose, which is to separate and introduce larger sections within a document. In other words, these colored breaker slides should be used sparingly. COVER: There are 3 options available for the cover: White background with multicolored cascade (preferred) Purple background cascade Red background cascade BREAKER PAGES: There are 5 options for the breaker page slides: Yellow Light blue Orange Green Dark Blue Use of the colored breaker pages should be judicious. Text on the breaker pages should be minimal. Breaker pages should only be used when introducing a new key theme. Content slides on the next page should be used as the primary slides for documents. Please see the file named MDLZ_PPT_Template.ppt
BREAKER SLIDE
2012 CONFIDENTIAL AND PROPRIETARY, MONDELEZ INTERNATIONAL
069
Applications PowerPoint Slides / Content Slides
070
Applications PR Folder
EXTERIOR INTERIOR
Three Lakes Drive Nort held, Illinois 60093 mondelez.com
Month Day, Year Addressees Name Addressees Title Company Street Address City, State Abbreviation & Zip Code
Salutation:
quidebis adio. Ut aut moloren ditatust quo quassi ditinctiscia ne volliquatus quiae c onsequae coneSeque secusam, nos sit repremos as velecup tatur? Aquatiae eum que omnissedi corehen ihilliqui dis asse quatend ignistin evelis eatur? Qui id que molupit liaeptiis volorepra dus raectet faccatemped utatenditat. Onserspi ciusda nonsequa s dolorenis sus molupta plisquo et aspe res volo bla simolestis erunt im sa de eatius vendant volupta turepe dolecte dolut eatur sunt, o mmoluptatem cullorum sinvendi ventur ? Quis explab inum remolup tasped qui ut facerspelia volendendis do lorum raectat vent volupta tumendio. Fugiam, amet audantibus aut hit lanihit exerro imod expe maionse quoditas sum sedia cus sam simin nessundi o. Et entur aliqui aut ut abo. Nam quunt aliquatem. Liquae aboribus , aut od elestib ernamusanit laborit destiunti o etur adi ium fugia quo conseque min conseque sit, ex estiis sint eles am rerum re, volor siminti core, sam que cullor modigni reiureperu m reperiti dolor atus doluptas eum, sam ut aperferit que non cus erum hicto vera doluptatur resequi blab ipienihit labo.
Closing,
Name
Mondelz Global LLC East Hanover, NJ 07936 USA
Jane Smith Senior Director External Communications Corporate & Legal Affairs
T 847-646-0000 M 847-646-0000 F 847-646-0000 Jane.Smith@mdlz.com mondelezinternational.com
www.mondelezinternational.com
071
Applications Fact Sheet

COVER INNER PAGE
Section Title Goes Here
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Iducimpor solo custium,

Ferspediatis re num Name Bis molupta doluptatur rempores epror as autet di to tem et dios nusdam int et in cum aliquae dolupta doluptat porporerum eaquatam ium es dolupta sitate Shares* 98.6 88.6 87.0 68.0 60.9 56.3 27.9 25.0 24.7 21.2 % of KFT** 5.6% 5.0% 4.9% 3.8% 3.4% 3.2% 1.6% 1.4% 1.4% 1.2% * accum volor sunte volestor ad quiatis as sunt. ** verum ea autenis aut aped magnis enimet ut et aut
2012 Fact Sheet
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072
Applications Fact Sheet

INNER PAGE
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Summary of Operations vid eos de aut eumquis aut voloruptist magnam 2011 $54,365 35,350 6,657 12.2% 1,885 4,772 1,225 3,547 20 3,527 2.00 2.00 2.00 2010 $49,207 31,305 5,666 11.5% 2,024 3,642 1,147 1,644 4,139 25 4,114 1.44 0.96 2.40 2.40 2009 $38,754 24,819 5,183 13.4% 1,237 3,946 1,136 218 3,028 7 3,021 1.90 0.14 2.04 2.04
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$
Cullitaquo optur repero bearum aut
Chocolate
15.5 12.0 9.7 7.7 5.3 4.2 54.4
28 22 18 14 10 8
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Savory Biscuits
Coffee
%
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Candy
Beverages
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Sweet Biscuits
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Total
officition natur? lanis nimolup tatusda eperibusa non cusa in cum estotat emporerate aruntum iundele neceperuptur magni volorem et hicient unt* Key Contacts
Dolo etur repture rat fugitis ratum aliquo dolenis doluptatus int. niet ommolor suntissit Ed etureium int ajsal@mdlz.com 1-800-000-0000 sdmsadh@mdlz.com Antorporrum askdjl@mdlz.com 1-234-567-8900 Aliquiatquo jsaldkjowed@mdlz.com 1-800-000-0000 Cum ullamus ed exero offic temodip sapicid magnatur molestiat est faccaboribus alit ea plabo et rem la prati repel id que nus que consent
facebook.com/mondelezinternational
www.mondelezinternational.com
073
Applications Internal Posters

4-COLOR POSTER 2-COLOR POSTER ONE-COLOR POSTER
074
Applications Community Ads

AD 1 AD 2 AD 3
075
Applications Internal Newsletter (Examples for Look & Feel)

Example: Cover Example: Table of Contents Example: Quote Page
Quarterly Newsletter
Q4 EDITION-2012
Q4 EDITION-2012
Title Overview
Title 1
Title 2
Title 3
Title 4
IN THIS EDITION Duntecusdam 03
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04
ThE sNacks
we make can take
small moments in our lives
Sametures Ies efforts to improve the lives of cocoa farmers and the sustainability of cocoa farming in the Dominican Republic.
05
aNd TurN ThEm iNTO
Brighter AnD
06
Something Bigger
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more JoYFUL
Mary Beth West Executive Vice President & Chief Marketing Officer
08
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09
Q4 Edition 2012
01
02
03
076

Example: Top Stories Example: Events Example: Case Study
Q4 EDITION-2012
Q4 EDITION-2012
Q4 EDITION-2012
Title Overview
Title 1
Title 2
Title 3
Title 4
Title Overview
Title 1
Title 2
Title 3
Title 4
Title Overview
Title 1
Title 2
Title 3
Title 4
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Event 1 september 20, 2012 nimi, ut volorehendem earcill itiisque quatem quiant haria dolor acerorporum que voluptat vitatio reperum doloreius cor as a aliquod ipiendi ut doluptiis ra niae. nemporehendi od quo berum sa quidite magnam qui beatiat urerum est. Event 3 November 5, 2012 nimi, ut volorehendem earcill itiisque quatem quiant haria dolor acerorporum que voluptat vitatio reperum doloreius cor as a aliquod ipiendi ut doluptiis ra niae. nemporehendi od quo berum sa quidite magnam qui beatiat urerum est, omni as modiatur, occullabor molutemquam nimaione volorit eaquo et a volupta temporem faccullupta conemqu. Event 2 October 1, 2012 nemporehendi od quo berum sa quidite magnam qui beatiat urerum est, omni as modiatur, occullabor molutemquam nimaione volorit eaquo et a volupta temporem faccullupta conemqu odisto id quas veliatur, quassi beaquatur sit optu. Event 4 November 20, 2012 rum quam, sanderc hilissi sandus ad unt eos sitaept atecus nimi, ut volorehendem earcill itiisque quatem quiant haria dolor acerorporum que voluptat vitatio reperum doloreius.
Title Goes here:
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04
05
07
077

Example: News Example News
Q4 EDITION-2012
Q4 EDITION-2012
Title Overview
Title 1
Title 2
Title 3
Title 4
Title Overview
Title 1
Title 2
Title 3
Title 4
News Title 1 rum quam, sanderc hilissi sandus ad unt eos sitaept atecus nimi, ut volorehendem earcill itiisque quatem quiant haria dolor acerorporum que voluptat vitatio reperum doloreius cor as a aliquod ipiendi ut doluptiis ra niae. nemporehendi od quo berum sa quidite magnam qui beatiat urerum est, omni as modiatur, occullabor molutemquam nimaione volorit eaquo et a volupta temporem faccullupta conemqu odisto id quas veliatur, quassi beaquatur sit optur ra consequi blant, vercipsus. News Title 2 ribus dolorit, ommo volo quae nisi ut eos aut aligent utatemp orpore qui si necatur maximet labor aut odit ut apis endellese doluptaqui quatum, sum remquias derspitatem reptiustrum quae ero te por alis eliquid que pernate est labo. aque et ex exeri ditio. lesciis estem fugia dolore sitaquibus News Title 3 Fic to ditaquis ea id ut verferc hilitas reptatas ditaest facerro bla nobitat ionsequodiae maio magnitaquis explitas ad que sunt quissim debisciati rest volupta temolor epelit ipsanda ectur? as que namus elliquae de duntecusdam fugia in eum essimo dolorem est del magnitiori dolupient laute vera de nonsequatet peliti blaut ius, quamet est vendipsum sametures entem et omnimagnati cus aut ped que cum quaspis et, volupta tistibu sdandaere magnihi ciuntio nsequas aut officab ilist, occabo. News Title 4 Psanda ectur? as que namus elliquae de duntecusdam fugia in eum essimo dolorem est del magnitiori dolupient laute vera de nonsequatet peliti blaut ius, quamet est vendipsum sametures entem et omnimagnati cus aut ped que cum quaspis et, volupta tistibu sdandaere magnihi ciuntio nsequas. News Title 5 Ditaquis ea id ut verferc hilitas reptatas ditaest facerro bla nobitat ionsequodiae maio magnitaquis explitas ad que sunt quissim debisciati rest volupta temolor epelit ipsanda ectur? as que namus elliquae de duntecusdam fugia in eum essimo dolorem est del magnitiori dolupient laute vera de nonsequatet peliti blaut ius bla nobitat ionsequodiae. News Title 6 Fic to ditaquis ea id ut verferc hilitas reptatas ditaest facerro bla nobitat ionsequodiae maio magnitaquis explitas ad que sunt quissim debisciati rest volupta temolor epelit ipsanda ectur? as que namus elliquae de duntecusdam fugia in eum essimo dolorem est del magnitiori dolupient laute vera de nonsequatet peliti blaut ius, quamet est vendipsum sametures entem et omnimagnati cus aut ped que cum quaspis et, volupta tistibu sdandaere magnihi ciuntio nsequas aut officab ilist, occabo.
36%
Il ipsam aut quam doluptas et voluptae. ebiteceperum eumque nimus estia vendam cuptatum res
of the doluptat assequam quuntibus. It aque minullatior maios sectiscia sit alicite volore vellign imaximi nvenda dolut quam, tem verum as:
digenim porrovitio occae quae exces dipsapis ad qui beate lit di sum etur, odit, ento volorectat ideniendus estrunt quatem remporuntis que esequo occae ventio occabor epernam voloria aut aliquatus sequi dolo
aquamus acepel ipiduci magnimi nverum venimos

Mendi ut pra estius sam Oditam explicae porio oditectem dolut lam quia cus essit omnissed molum sunt. Offictusciis maxim harchil ligentores repelibus eaquia ad eatus sum, quiae nem res ut officid quid ut dipicia idelitiam ra denditio impedis essiminia Saeruptate soluptatio. Eturibus, aute voluptatem. Itatquamus doluptas ventemporest autatios estiumet volupta num, tori blandis maio quidiae. Ut estrum ut erro dolore exceat. Apiet qui aut iurerum ut lant quis que dolupta volore simin Nonserferum et intiistibus si consecusam delenem ut et labo. Bo. Danduciet fugit re illorem si quunt et oditium fuga. It quasperunt facerer sperat quo offic tet eum aligent, corenis voluptatur Et facia sitat que Con resequis aut earciis volestibus enimet pel min con nulparum apic tet adionsed quis explanis ulpa que aligendis imincto et qui tempe lam es sedis ant omnihil ea consequis autemperum
08
06
078
Applications Video Frames

4:3 OPENING FRAME / 4:3 4:3 16:9 16:9 OPENING FRAME / 16:9
4:3
Video Title Goes Here Subtitle Line 1 Subtitle Line 2
Presenters Name Goes Goes Here Video Title Here Other Information 1 Other Information 2 Subtitle Line 1 Subtitle Line 2 Presenters Name Goes Here Other Information 1 Other Information 2
4:3
Presenters Name Goes Goes Here Video Title Here Other Information 1 Other Information 2 Subtitle Line 1
16:9
Presenters Name Goes Goes Here Video Title Here Other Information 1 Other Information 2 Subtitle Line 1 Subtitle Line 2 Presenters Name Goes Here Other Information 1 Other Information 2
16:9
Presenters Name Goes Goes Here Video Title Here Other Information 1 Other Information 2 Subtitle Line 1
Subtitle Line 2
Presenters Name Goes Here Other Information 1 Other Information 2
Subtitle Line 2
Presenters Name Goes Here Other Information 1 Other Information 2
END FRAME / 4:3
END FRAME / 16:9
079
Applications Email Signature

SIGNATURE WITH WORDMARK SIGNATURE WITHOUT WORDMARK
Name in Arial Bold 10 pt. Title in Arial Regular 10 pt. Mondelz Purple Contact Information in Arial Regular 8 / 9.5pt. PANTONE COOL GRAY 10
Dana Anderson SVP, Marketing Strategy & Communications

Mondelz Global LLC East Hanover, NJ 07936 USA T: 847.646.3089 F: 847.646.6005 mondelezinternational.com
Name in Arial Bold 10 pt. Title in Arial Regular 10 pt. Mondelz Purple Contact Information in Arial Regular 8 / 9.5pt. PANTONE COOL GRAY 10
Dana Anderson SVP, Marketing Strategy & Communications

Mondelz Global LLC East Hanover, NJ 07936 USA T: 847.646.3089 F: 847.646.6005 mondelezinternational.com
2X
2X
Space between contact information and Wordmark is the height of the Monogram
080
Applications External Signage

Exterior signage should feature a white and red Wordmark centered on a large field of purple. Wordmark should have adequate breathing room around it, so as not to feel cramped in its space. At night, wordmark should be illuminated from within, while purple background can either be illuminated as well (preferred), or not. Signage should always be placed in a prominent location to maximize impact, with minimal distracting elements impeding its visibility. Size should be appropriate and balanced within the environment, neither too big nor too small. If spotlighting is necessary, lighting should be bright and even from all angles. Our signage is our badge to the outside world and fabrication should never look cheap, run-down or poorly constructed. Materials should be selected for aesthetics, performance and durability.
081
Applications Interior Signage

Interior signage should follow similar principles as exterior signage. It should feature a white and red Wordmark centered on a large field of purple. Wordmark should have adequate breathing room around it, so as not to feel cramped in its space. Signage should always be placed in a prominent location to maximize impact, with minimal distracting elements impeding its visibility. Size should be appropriate and balanced within the environment, neither too big nor too small. If spotlighting is necessary, lighting should be bright and even from all angles. Our signage is our proud identifier and fabrication should never look cheap, run-down or poorly constructed. Materials should be selected for aesthetics, performance and durability.
082
Applications Thank-You Card

THANK-YOU CARDS ENVELOPE
083
Applications Gift Wrap & Gift Bag
084
Applications Branded Promotional (Not for Sale)
085
Applications Branded Promotional (Not for Sale)
Interim Guidelines
SEC / 7.0 2.0
087
Interim Guidelines Overview

General principle: after the date of spin, a subsidiary may start using the Mondelz International Wordmark in public-facing materials (e.g., stationery and signage) even though (a) the subsidiary has not yet changed its legal entity name or (b) it is not intending to change its legal entity name, provided that all local legal requirements for properly identifying the legal entity are met (for example, inclusion of the legal entity name, registered address and / or registration number on relevant materials (as appropriate)). If legally required or recommended in a country, you may also use the statement <entity name>. Part of the Mondelz International family of companies. Exception: In the following countries, the Mondelz International logo must not be used in public-facing materials before the local entity changes its name: Thailand, Vietnam and Pakistan. NOTE: Please consult your Regional name change team if you wish to use the Mondelz International Wordmark in public-facing materials before your local entity changes its name. MONDELZ INTERNATIONAL WORDMARK
KRAFT FOODS IDENTITY
088
Interim Guidelines Application Examples
089
090
Contact
SEC / 2.0
Any questions? For more information on translations and how to apply the Mondelz International design guidelines to various applications in your market or function, please contact your local Corporate Affairs representative. For all other inquiries, please contact: Chris McGrath VP External Affairs GuidelineHelp@mdlz.com
MONDELZ INTERNATIONAL 2012

MDLZ Guidelines FINAL LOW RES PDF

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MONDELZ INTERNATIONAL

IDENTITY AND VISUAL GUIDELINES

IDENTITY AND VISUAL GUIDELINES

IDENTITY AND VISUAL GUIDELINES

SECTION 1.0 Wordmark 06

Expressive Artworks / Cascades 38

Wordmark with Secondary Colors 12 Wordmark on Color Backgrounds 13 16 19 20 22 24

SECTION 5.0 Photography 54

SECTION 6.0 Applications 58

SECTION 2.0 2.2

2.1 Primary Colors 23

SECTION 8.0 Contact 91

IDENTITY AND VISUAL GUIDELINES

IDENTITY AND VISUAL GUIDELINES

IDENTITY AND VISUAL GUIDELINES

IDENTITY AND VISUAL GUIDELINES

IDENTITY AND VISUAL GUIDELINES

IDENTITY AND VISUAL GUIDELINES

Wordmark Clear Space

IDENTITY AND VISUAL GUIDELINES

Wordmark Minimum Size

1.25 Inches / 31.75mm

IDENTITY AND VISUAL GUIDELINES

Wordmark Primary, Full-color Version

PANTONE 268 C R 79 G 33 C 90 M 100 Hex# 4F2170

PANTONE 186 C R 206 G 17 C 0 M 100 Hex# CE1126 B 38 Y 70 K0

IDENTITY AND VISUAL GUIDELINES

Wordmark Primary, One-color Versions

IDENTITY AND VISUAL GUIDELINES

Wordmark Wordmark with Secondary Colors

IDENTITY AND VISUAL GUIDELINES

Wordmark Primary Wordmark on Color Backgrounds

IDENTITY AND VISUAL GUIDELINES

Wordmark Wordmark with Secondary Colors on Color Backgrounds

IDENTITY AND VISUAL GUIDELINES

Wordmark Wordmark on Image Backgrounds

IDENTITY AND VISUAL GUIDELINES

Wordmark Wordmark on Product Packaging

IDENTITY AND VISUAL GUIDELINES

Wordmark Packaging Examples

IDENTITY AND VISUAL GUIDELINES

Wordmark Packaging Comparison (Corporate Signature)

IDENTITY AND VISUAL GUIDELINES

Wordmark Please Do Not...

Do not outline the Wordmark.

GRADIENT Do not apply any gradient to the Wordmark.

Do not use bursts on their own, especially to mimic the Wordmark.

Do not put the full-color Wordmark on a background with low contrast.

Do not put the reversed Wordmark on any pale background.

IDENTITY AND VISUAL GUIDELINES

Wordmark File Variations / Primary Wordmark

PROCESS COLOR APPLICATIONS

RGB CMYK BLACK WHITE

IDENTITY AND VISUAL GUIDELINES

Wordmark File Variations / Wordmark with Secondary Colors

IDENTITY AND VISUAL GUIDELINES

IDENTITY AND VISUAL GUIDELINES

Color Palette Primary Colors

PANTONE 268 C R 79 G 33 C 90 M 100 Hex# 4F2170

PANTONE 186 C R 206 G 17 C 0 M 100 Hex# CE1126 B 38 Y 70 K0

PANTONE BLACK C R 0 G 0 B0 C 60 M 40 Hex# 000000 Y 40 K 100

Gray (text only)

IDENTITY AND VISUAL GUIDELINES