Introduction

Logo and use

Brand device
Typography
Images/photography
Layout 6
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4
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Communication to professionals
Brand guidelines
Introduction 1
Welcome to the Nestl Purina guidelines for communication to professionals.
We have produced these principles to provide you with a framework for everyone
to apply a common, consistent identity that will reinforce our brand values in the
professional world.
These guidelines should be followed accurately to ensure stand out across a broad
portfolio of communication pieces.
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Logo and use 2
It is mandatory that the Nestl Purina logo is used in
all communication to professionals. It represents our
world and stands for our identity. The logo forms
part of the brand device. (See section 3 for more
information on the brand device).
The logo is available as a scalable vector file and
may only be reproduced from this source.
In instances where the logo must be reproduced
on a small scale, reasonable discretion should
be employed so that the logo is still legible.
Colours
We recommend that Pantone colours should be used
in all communications where possible, otherwise
follow the CMYK breakdown.
Cool Gray 10 100%
Cool Gray 10 100%
CMYK: 0%/0%/0%/73%
Pantone 485 100%
Pantone 485 100%
CMYK: 0%/96%/97%/0%
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Logo: donts
For reproduction always use the artwork files on the
supplied master CD exclusively. On this page are
examples of how not to use the logo under any
circumstances.
Never change the typeface of Nestl Purina wording.
Never use the checkerboard without the logotype.
Do not add words to the logo.
Brand device 3
The Nestl Purina logo and the brand colour squares
together form the brand device. This should be used
for all communication to professionals.
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Logo
Brand device
Brand colour squares
Cool Gray 10 100%
CMYK: 0%/0%/0%/73%
Pantone 485 100%
CMYK: 0%/96%/97%/0%
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correct proportions. See below for an example of use
on A4 printed communication. When used alone,
for example on an exhibition stand, the brand device
should be scaled up to fill the space.
All professional facing Nestl Purina communications
must include the Nestl Purina brand device.
This is always positioned in the top right corner of
communications with the Nestl Purina logo. The
device and the logo must always maintain the correct
relationship and proportion. When used, the brand
device must be placed top right and sized to the
55mm
210mm
297mm
291.5%
204.1%
67.6% 100% 20.7%
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0
.
7
%
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2
4
%
25.1% 62.1%
129.5mm
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%
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.
5
%
Brand device proportions
Brand device: donts
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Never apply type to device.
Never change the arrangement.
Never change the scale.
petcare
Always keep device right of logo.
Brand device background: dos and donts
For professional facing communications, the
Nestl Purina brand device must always appear
against a white background.
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Always stand the brand device against a white background.
Never stand the logo against a photo.
Typography 4
The corporate typeface of Nestl Purina is Futura.
Futura Book is to be used for titles, body text, figure
text, reference text and caption text. Futura Bold is
used for headings and sub-headings. In some cases
title text may be supported with reference text. For this
reference text, Futura Book Oblique should be used.
Body text in the articles, brochures and other
literature is ranged left.
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789!?$%@
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789!?$%@
Futura Book
Futura Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789!?$%@
Futura Book Oblique
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Typesetting
Lorem ipsum dolor
Futura Book 24pt, line spacing 30pt, in Pantone 485 or CMYK:
0%/96%/97%/0%, ranged left.
Duis autem vel eum iriure dolor aie hendrerit in vulputate
velit esse molestie consequat, vel illum dolore eu feugiat
nulla facilisis at vero eros et accumsan et iusto odio exiat
dignissim qui blandit apraesent luptatum zzril delenit
augue duis dolore te feugait nulla facilisi. Lorem ipsum
nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat.
Futura Book 10pt, line spacing 14pt, in black, ranged left, with
paragraph space after 4mm.
Lorem ipsum dolor
Futura Book 11pt, line spacing 14pt, in black, ranged left, within a
panel 7 x 92 mm in a 20% tint of Pantone Cool Gray 10 or CMYK:
0%/0%/0%/14%. For every additional line of type the header panel
must increase in depth by 5mm.
Title text example:
Body text example:
Header text example:
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Sub-Header text example:
Caption text example:
Figure text example:
Typesetting
Lorem ipsum dolor
Futura Bold 11pt, line spacing 14pt, in black, ranged left.
Lorem ipsum dolor
Futura Book 15pt, line spacing 20pt, in Pantone 485 or CMYK:
0%/96%/97%/0%, ranged left with a 4pt left indent. Use Futura Bold to
emphasize type if required.
Figure 4. Lorum ipsum dolor
Futura Book 8pt, line spacing 13pt, in Pantone Cool Gray 10 or
CMYK: 0%/0%/0%/73%, ranged left.
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Reference text example:
Title reference text example:
Bullet point example:
Typesetting
1. Lorum ipsum dolor
Futura Book 8pt, line spacing 12.5pt, in black, ranged left, with a 5mm
tab after the reference number.
Lorem ipsum dolor
Dr Danille A. Gunn-Moore
BSc, BVM&S, PhD, MACVSc, MRCVS RCVS
Specialist in Feline Medicine
Head of Feline Clinic
Department of Veterinary Clinical Studies
The University of Edinburgh
Nestle Purina Lecturer on Feline Medicine and Geriatrics
Name Futura Book Oblique 10pt, line spacing 11pt, in Pantone Cool
Gray 10 or CMYK: 0%/0%/0%/73%, ranged left.
Subsequent lines Futura Book Oblique 7pt, line spacing 10pt, in Pantone
Cool Gray 10 or CMYK: 0%/0%/0%/73%, ranged left.
Lorum ipsum dolor in hendrerit in vulputate sed velit esse
molestie consequat, vel illum dolore eu feugiat
Bullet point 1.9mm square in Pantone 485 or or CMYK: 0%/96%/97%/0%
Text Futura Book 10pt, line spacing 13pt, in black, ranged left with a
forced indent of one space, alligned left to the indent.
Images/photography 5
Tone and style
All photography used to support the Nestl Purina
brand must be professionally shot and manipulated.
No digital low resolution images can be used.
The Nestl Purina identity is supported by black and
white photography of dogs and cats. The quality of
this photography is of a very high standard, and reflects
Nestl Purinas knowledge and passion for pets.
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Correct tone and style (black & white)
This is only a selection of photos available.
All scientific imagery which is for content purposes
(photography and illustration) can be in colour and
will be dependant on the piece in which they are used,
but must still reflect the brand values of Nestl Purina.
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Front covers (A4)
The layout is always constructed on a two column
grid. Except where photography is used, column
width is always 90mm. Outer and central gutter
width is always 10mm. (Refer to point 3 for
photography guidelines).
The grid on front covers always starts 90mm
from top of the page.
Images should be full bleed starting 90mm
from the top of the page.
210mm
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m
m
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86mm
Layout 6
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This sample page demonstrates the principles of
layout within the brand guidelines.
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Top and bottom gutter is 17mm.
Column width is always 90mm.
Outer and central gutter width is always 10mm.
Page numbers are Futura Book 7pt in black and
always appear in the outside corner (10mm from
each edge).
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Interior pages (A4)
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Use an image from the Nestl Purina photo image
library at the top of the back cover. The size of this
image should be 210 x 55mm.
Column width is always 90mm.
Outer and central gutter width is always 10mm.
Copyright information to sit on same base-line as
Nestl Purina logo.
Top gutter is 10mm and bottom gutter is 17mm.
The Nestl Purina logo should sit at the bottom right
of the cover, but without the Nestl Purina brand
colour squares. The logo is 90mm wide and its
baseline is 17mm above the bottom of the page.
Back cover
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Published by Nestl Purina PetCare Company.
2004 by Nestl Purina PetCare Company. All rights reserved.