Académique Documents
Professionnel Documents
Culture Documents
Contents
Welcome to your toolkit 3
Our activation standards 4
Brand introduction 5
Putting customers first 5
Building a brand
Making customers smile
The Peoplelink brandkey Adding vitality to
6
8
9
Basic elements
Overview
Our look and feel
the employer brand
16
17
18
Icons/use of patterns 19
Colour palette
Guidelines,
20
version 2, May 2005
Use of colour 21
Typography 22
Using the Unilever logo 23
Photography 24
Stationery 25
Overview 26
Letterhead 27
Continuation sheet 28
Compliment slip 29
Envelopes 30
Business card 31
Address label/sticker 32
Forms (?) 33
CONFIDENTIAL
EMPLOYER BRAND GUIDELINES APRIL 2005 INDEX PRINT
< GO TO
<
The continuing success of Unilever depends largely on our ability to recruit and
nurture the best talent in all areas of our operations. To position Unilever as the
employer of our choice in all our markets, we need a strong and consistent brand
and brand expression. Our new employer brand will be a stretch for some of us,
but one that we can readily achieve. We all need to commit to fulfilling the brand
promise if we are to build the capability we need to make the business win.
The new employer brand is closely aligned with our overall vitality mission and
brand. We need to project vitality in everything we do. The brand expression
detailed in these guidelines will help us achieve that.
Brand expression covers much more than just a logo. Its about how we look, what
we say, how we say it and how people experience Unilever. Correctly implemented,
the new employer brand will help us position Unilever as a top choice for top talent.
These guidelines will help you bring the new employer brand to life. It is important
that everyone follows the principles outlined here consistently, so that we speak
with the same voice.
We want to attract the best of the best. This is the start of a journey to define
and re-establish our leadership position externally. These guidelines should give
you a flying start.
Sandy Ogg
Chief Human Resources Officer
EMPLOYER BRAND GUIDELINES APRIL 2005
Contents
This guide is about how to express the Unilever 1 Employer brand 1
employer brand worldwide both visually and The need for change 2
verbally. It contains strategy principles, the dos and Who we want and what we offer 3
donts of our visual identity and practical examples. Our brandkey 5
3 Construction guidelines 34
Basic principles 35
Campaign advertising 39
Ad-hoc (below the line) recruitment advertising 49
Event posters and banners 54
4 Artwork assets 57
Overview 58
Could it be U line and logo library 59
Visual reference photography assets 60
Visual reference recruitment advertising 61
Photography library 62
Ready-made templates 63
5 Contact/help 64
1 EMPLOYER BRAND GUIDELINES APRIL 2005 INDEX PRINT
< GO TO
<
Section 1
Employer brand
The need for change 2
Our brandkey 5
2 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 1 EMPLOYER BRAND INDEX PRINT
< GO TO
<
The change comes at an opportune time Moreover, Unilever must address a talent Clearly there is a real need in this
for us. The recruitment of best talent has pool whose expectations of employment environment for Unilever to be more
become a more and more competitive and careers have changed. They tend to assertive and coherent in the presentation
task. Unilever has to compete with ever be less committed to long or mid term of its employer credentials.
more sophisticated and more aggressive employment, more demanding of training The vitality mission will help us do that.
recruitment techniques of traditional and development, more interested in We need to speak louder and more
employers, and with new (and therefore employer values and social responsibility, compellingly about our achievements
compelling) propositions from the high and more concerned about work-life in adding vitality to life. And we need
tech players. balance. to show people that work at Unilever
Worse still, in many parts of the world, Based on this, we have redefined our is challenging, stretching and exciting
the FMCG sector is seen as staid, boring, brandkey insight as they want to make an in other words, that we add vitality
and slow. Were no longer attracting the impact on their career, their life, the business, to business life.
top tier of candidates. We need to change society and the way people see them.
all that. We need to shift perceptions
We need them to see us as first division.
among candidates about what kind of
And we need to target the very best
employer we are.
people, rather than attracting a huge
range of potential candidates of widely
varying calibre.
3 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 1 EMPLOYER BRAND INDEX PRINT
< GO TO
<
Who we want
In a nutshell, the best of the best. Were looking for people who want
to do real business, and who are committed to making a difference. We
want people who understand the enormous potential and excitement of
brands. We want them to be enthusiastic, creative and rigorous, to be
hungry for success, have empathy for others, and be confident in teams.
Above all, we want people who share our fundamental values care,
connect, create and act.
care
Respect is central to the way we behave. We care about individuals, about our impact on the communities and
the environment, and about the social impact of our brands.
connect
We need to work well in teams and across conventional business categories. We also place high importance
on connecting with the world around us with consumers, with trends, and with innovation in other industries.
create
We are creative thinkers, constantly seeking new ways to inspire and excite consumers, and to innovate in all
areas of the business.
act
We need to be able to translate ideas into decisive action, take on big challenges, and have the passion to make
the business win.
4 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 1 EMPLOYER BRAND INDEX PRINT
< GO TO
<
< GO TO
<
It also provides a framework for the brand, thereby feeling good about my work,
having fun and getting more out of life
setting limits for development, and ensuring
that the power of the brand is not diluted.
If a new idea does not fit the brandkey, it is
not right for the brand.
INSIGHT
Brandkeys are the basis for consistent I want to make a real difference
communications and development. However,
they are not fixed in eternity. They should
be periodically reviewed in the light of COMPETITIVE ENVIRONMENT TARGET
emerging customer trends and issues and Reputable organisations Passionate people who want to do
playing for top talent real business and have the potential
commercial opportunities, in our case our
to be highly motivated by brands.
business strategy and our peoples capability
Enthusiastic, creative and rigorous.
needs. The brandkey should be a living tool. Hungry for success, with an empathy for
This is why weve developed our brand key others, and confident in teams
in line with our new corporate brand and
vitality mission, including a new addition
root strength. This focuses on the key ROOT STRENGTH
strengths of Unilever. They may not be the Expertise in brands International business World class training Longevity/stability
benefits we focus on in selling our message, and branding that is truly local
but they are fundamental to our success. CONFIDENTIAL FOR INTERNAL USE ONLY
6 EMPLOYER BRAND GUIDELINES APRIL 2005 INDEX PRINT
< GO TO
<
Section 2
Bringing the brand to life
Overview 7
Communication model 8
Substantiation stories 9
Customer journey 10
Communications planning 11
Campaign activation
Overview 29
Essence, platform and idea 30
Guideline principles for recruitment events 31
Activation examples 32
Exhibition materials 33
7 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 2 BRINGING THE BRAND TO LIFE INDEX PRINT
< GO TO
<
Overview
The Unilever Employer Brand was established in September 2000 as a single
global vehicle through which Unilever could articulate its employer credentials
in a focused and consistent way.
< GO TO
<
Communication model
Our employer brand is more akin to a
service brand than an FMCG. Like service
brands it requires a more flexible
communications vehicle that can embrace
a broad range of communication themes
and substantiating messages. WORKING
Our model works like this: SINGLE THROUGH
ADDING
a single high ground thought: HIGH GROUND VITALITY TO
MULTIPLE
adding vitality to business life
the brand essence THOUGHT BUSINESS LIFE MEDIA
a unifying creative vehicle: interesting
and surprising stories or facts about
Unilever with an authoritative
consistent art direction
UNIFYING
INTERESTING AND
the four communication themes
CREATIVE SURPRISING STORIES/
identified as benefits in the Brandkey VEHICLE FACTS ABOUT UNILEVER
substantiated by interesting and
compelling Unilever stories
THE LEARNING RICH/ INTER-
CORE HOME FROM DIVERSE NATIONAL
COMMUNICATION OF BRAND THE BEST EXPERIENCES BUSINESS
MARKETING WITH TRULY
THEMES EXCELLENCE LOCAL
CONNECTION
< GO TO
<
1. THE HOME OF BRAND MARKETING 2. LEARNING FROM THE BEST 3. A RICH, DIVERSE, CHALLENGING 4. A GLOBAL BUSINESS WITH TRULY
EXCELLENCE WORK ENVIRONMENT LOCAL CONNECTION
Portfolio of world class, high profile and World class training programs. World class Challenging, dynamic working environment Global business with enormous reach/
constantly evolving brands; 150m people collaborators. World class mentors where diversity is valued potential for travel & exposure; informed
using everyday by fantastic local insight
Our training programmes are world We have a hugely diverse workforce,
Every day 150 million consumers in over class. Our leadership development which is an enormous strength. And Were truly global, employing more
100 countries use our products. programme, for example, was were making sure theres real diversity than 220,000 people in 100 countries
developed with Harvard Business at every level of the business. worldwide. There are opportunities to
Weve been writing the rules of
School and is recognised as one of travel, to move around, and to work
branding for over 100 years from the Challenge is a way of life at Unilever
the best in the world. In India, with people from many different
worlds first brand, Sunlight soap, at every level. We constantly improve
Unilever is known as the school for nationalities.
to world-class brands like Dove, Omo, the way we work and get deeper
managing directors.
Flora, Lipton, and Knorr. insights into consumers lives. Whatever We need local insight in creating,
We work with the best advisers, the part of the business you work in, youll extending and activating our brands.
We do some of the most creative
best suppliers and the best agencies in be finding new ways to add vitality Our Axe Republic team, for example,
marketing in the world. Doves real
the world. For example, Ann Gottlieb, to life. spends a lot of time in the spaces
beauty campaign is shaking up the
the goddess of fragrance, helped where young men gather to have fun
beauty industry. Omos dirt is good Were committed to making a
design our Calvin Klein fragrances. all round the world.
campaign encourages kids to get dirty difference to society through our work
because that way they can get more We give people the opportunity to work with communities and the environment. While some things are centralised, we
creative. Brand activation like the Flora with world-class mentors. For example, We aim to source all our fish from leave a lot of space for local initiative,
marathon is world-famous. our Chief Marketing Officer, Simon sustainable fisheries. Were reducing local management, and local brand
Clift, was voted Marketer of the Year our energy use throughout our supply activation. Research is a case in point:
Were now focusing on a smaller
in the UK in 2004. chain. We have projects ranging from based on local insight, we develop
number of great brands. And our
basic hygiene campaigns to boosting ideas and innovation globally, and our
vitality mission concentrates our efforts
girls self esteem in underprivileged research centres are spread around
on healthier products that help people
communities. And were creating brands different regions of the world.
get more out of life. So our brands are
that have a huge social impact like
going from strength to strength.
Annapurna salt, which helps tackle
iodine deficiency in the developing
world. Theres the chance to work on
projects like these everywhere.
10 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 2 BRINGING THE BRAND TO LIFE INDEX PRINT
< GO TO
<
Customer journey
Can you make the Palm tree
out of the seven shapes?
RAISE AWARENESS
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut
laoreet dolore
d magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation
ullamcorper
la corper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in
ullamcor
Ut wisi enim ad
d sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt
magna aliquam erat volutpat.
mag
a minim
m veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea
commodo consequat
comm
e
T: +44 (0)20 7822 5252
Address line one F: +44 (0)20 7822 5951/5898
Welcom
Address line two www.unilever.com
Address line four
Address line five
1 July 2005
Handbook
Stands combine campaign theme with
aboard
Dear Andrew
2005
Thank you for attending the interview last week at our London offices. We are delighted to
offer you the position of Brand Manager. Uliquip ex ea eum iriure dolor in hendrerit in
Whatever it is, its in here
Ut wisi enim ad minim veniam, quis nostrud exerci tation. nonummy nibh euismod tinci
dunt ut laoreet dolore Ut wisi enim ad minim veniam, quis nostrud exercitation nonummy
ea commodo.
Giveaway bags
Yours sincerely
Senders Name
Title/Department
UNILEVER COMMUNICATIONS Find out more about the Housemate challenge and
the opportunity it gives you having a future with us. application form
< GO TO
<
Communications planning
The model works from top to bottom,
beginning with three sets of inputs (1)
leading to a list of objectives (2). An
activity plan (3) is then put together to
achieve these objectives and a scorecard (4)
is devised to measure the results. Business target Brand vision Brand audit
Of the three inputs, the first represents
the business needs for the coming year (a), (a) (recruitment) (b) (vitality essence) (c) (opportunities & issues)
the second represents the mid-term future
(b) (3-5 years) and the third set of inputs
describes the present (c). The objectives
(the what we need to do) must include Objectives
moving the brand towards the vision as
well as the annual plan targets. The (attitudes / behaviour)
activities plan will outline how these
objectives can be met. The scorecard poses
the question Did we?.
The business targets are about recruitment Activities
qualitative and quantitative and they
should cover all work levels. The brand
vision is to adding vitality to business life.
(communication / activation)
Brand audit is about understanding the
issues and opportunities in your particular
country. What has worked, what hasnt?
Depending on whether you are nearer or Scorecard
further from the vision will influence the
amount of time/money it is going to take (attitudes / behaviour)
to get there.
12 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 2 BRINGING THE BRAND TO LIFE INDEX PRINT
< GO TO
<
< GO TO
<
< GO TO
<
Advertising summary
The advertising is based on using intriguing and surprising facts about
Unilever which are brought to life in a way that challenges peoples
perceptions of Unilever. The advertisings main role is to drive people to
the website where they will receive further information on Unilever as
a business and as a compelling career option.
There are six key elements to the advertising and each of them work
together to create a whole that is compelling and motivating to candidates:
Use the following pages as a brief to help you when translating and
producing artwork for the awareness advertising campaign.
< GO TO
<
The awareness campaign advertising uses stories that are engaging and interesting for their
target audiences. Our stories/facts have been carefully selected to fulfill the following
judgement criteria:
they are challenging and surprising
they are unique and ownable
they work in the context of recruitment
they relate to one of the key themes
they are culturally relevant
Copy clearance: As with all advertising, it is imperative to obtain local clearance with the
legal department, external relations and relevant project owners. Where necessary, the
advertising must abide by local regulations without taking an overly cautious approach.
16 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 2 BRINGING THE BRAND TO LIFE INDEX PRINT
< GO TO
<
2. Headline
The tone of the advertising is serious,
challenging and matter of fact. It is also
only a soundbite, not a long copy ad.
The full story should always appear on
the website at the same time as the ad is
running so that the reader can appreciate
the complete story. The headline should
be a statement of fact rather than a spin
or emotional twist.
The construction of the headline is based
on the challenge inherent in the Could it
be U sign off. The headline should place
the interesting, surprising fact squarely
at the heart of the concept, and call for
people displaying a similar set of values
to apply.
For example:
We(essence of fact), we need people
who(example of value/attribute)
For example: We believe dirt is good. Not
surprisingly were looking for people who
arent afraid to get their hands dirty.
17 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 2 BRINGING THE BRAND TO LIFE INDEX PRINT
< GO TO
<
3. Body copy
Body copy helps further explain and
broaden the story to apply to the whole
of Unilever. It further describes the type
of individuals we are seeking, as well as
making a promise to them of what they
will get out of a career at Unilever.
It is important to ensure there is a balance
between the we and you message in
the copy so that the ad does not feel like
a corporate message but one for
recruitment.
Also, if your story is about a specific brand
(e.g. Persil), always refer to the brand as
early as possible in the body copy. Always
include a call to action, directing people
to the global or local careers website.
18 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 2 BRINGING THE BRAND TO LIFE INDEX PRINT
< GO TO
<
4. Visuals
The visuals that accompany the copy for
the ads should have a level of vitality to
them. They should feel bold, interesting
and surprising. The images need to support
the fact.
They can be either full-bleed photographs
or illustrations.
19 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 2 BRINGING THE BRAND TO LIFE INDEX PRINT
< GO TO
<
5. Could it be U
The Could it be U end line is the key
thought behind the campaign. This
thought not only forces the target
audience to evaluate themselves against
the challenge set up by the Unilever story,
but also shows a vast step change in the
< GO TO
<
< GO TO
<
Formats portrait/landscape
The six key elements are always combined
in the same manner, but lend themselves
to a variety of formats in both portrait
and landscape orientation as shown here.
< GO TO
<
Ready-made executions
To get you started we have supplied
a selection of ready-made executions of
the advertising, incorporating the themes
shown here.
You may use these files exactly as they are,
or use them as templates to translate and
construct your own executions. Please see
the Assets section for details of what is
available. Additonal ready-made executions
will be made available throughout the
year. Please see the Unilever brand centre
for updates.
< GO TO
<
< GO TO
<
< GO TO
<
< GO TO
<
Website
The website activity is a critical part of
the campaign, as the main objective for
the advertising is to drive people to your
website.
It is important to ensure that the journey
continues for the potential candidate and
that there is a sense of challenge and
surprise. Candidates cannot be let down
once they arrive at the website.
It should incorporate elements of the
campaign, be matter of fact in the copy
and navigation, and not have extensive
forms or questionnaires. All stories
featured in the advertising must first
appear in full on the website.
Full guidelines for the treatment of the
career sites will be available later this year.
Please prepare to change over all your
existing separate recruitment sites onto
your single country Unilever site.
27 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 2 BRINGING THE BRAND TO LIFE INDEX PRINT
< GO TO
<
Literature
All literature will follow the look and feel
of the corporate identity communicating
the central theme of vitality. When
designing new literature as part of your
local activation, the look and feel should
be Unilever. The content will include
challenges from the advertising campaign
and activation platform.
This can be achieved by following a few
basic principles:
1. Engage them in a serious tone of voice
that is not corporate but matter of fact.
2. Achieve a balance between We and You.
3. Incorporate surprising, impressive facts.
4. Challenge readers to think about
their role.
Could it be U should only be used on
advertising and activation materials. Do
not use Could it be U as a stamp.
For more information on the design style
of Unilever vitality materials, please see
the look and feel section of the Unilever
brand centre:
thebrandcentre.unilever.com or
thebrandcentreforsuppliers.unilever.com
To keep costs down, please use our existing
image library wherever possible. For a link
to the Unilever image library, please visit:
http://unilever.brand-imagesmm.com
The photographic examples shown here are NOT freely
available for use. To negotiate an image license for
the cover image shown here, please contact:
Jonathon Ryan, Getty Images, 101 Bayham Street,
London NW1 0AG, tel: +44 (0)20 7428 5102,
email: Jonathon.Ryan@getty-images.com
28 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 2 BRINGING THE BRAND TO LIFE INDEX PRINT
< GO TO
<
Office environment
Branding of the office environment
follows the Unilever corporate identity.
Bringing the vitality of the new Unilever
brand to life in the workplace enables all
Unilevers workspaces (no matter where
they are in the world) to feel as if they
are part of one family.
Vitality in the workplace will:
unify/simplify in the spirit of one Unilever
bring Unilever and its brands closer
help stimulate a vitality culture
improve communication within the
whole of Unilever and also between
departments/divisions
connect departments and people
through a common experience
improve navigation through space
Your workspace should:
feel unmistakeably Unilevers
reflect one company, with different
functions
be visually stimulating
be easy to navigate through
encourage interaction
For more information, please download
the Workplace guidelines from the
Unilever brand centre:
thebrandcentre.unilever.com or
thebrandcentreforsuppliers.unilever.com
29 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 2 BRINGING THE BRAND TO LIFE INDEX PRINT
< GO TO
<
The activation and the work that follows creates excitement around
the activity and gets consumers to engage with the brand in
a unique way. All activation should be on brief and be something
different that will excite our target audiences. Without a consistent
message being delivered in a consistently challenging way from
advertising to activation we will be unable to maximise the
campaign potential.
< GO TO
<
< GO TO
<
< GO TO
<
Activation examples
Elements of the campaign activation
include:
Can you make the Palm tree
out of the seven shapes?
1. Awareness
e.g. posters, postcards, installations
2. Promotional items
e.g. giveaways, incentives
3. Event/exhibition displays I want to be
in the house
e.g. stands, banners, graphics Find out more about the Housemate challenge and
the opportunity it gives you having a future with us. application form
Awareness: postcards and posters Unilever want you to challenge us and well as us
challenging you. By challenging people we find
Promotional items, giveaways, incentives
materials only and is not a sub-brand of this the best way to measure develepement and
progress. Our book has been designed to
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut
laoreet d
dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation
ullamcor
la corper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in
ullamcorper
Gendrerit in vulpu
pu
vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et
accumsan
n et iusto odio
od dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla
ilisi. Lorem
facilisi. re ipsum d
dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt
ut laoreet do
dolore mag
magna aliquam erat volutpat.
Sarah Leigh
< GO TO
<
Exhibition material
Exhibition stands
Should be predominantly Unilever
following the corporate vitality style. Our mission is to add vitality to life.
We meet everyday needs for nutrition,
hygiene, and personal care with
Event posters brands that help people feel good,
look good and get more out of life
I want to be
in the house
Book of challenges Find out more about the Housemate challenge and
the opportunity it gives you having a future with us. application form
< GO TO
<
Section 3
Construction guidelines
Basic principles overview 35
Typography 36
Using the product brand logos 37
Use of the Could it be U line and logo 38
< GO TO
<
< GO TO
<
Typography
Both the campaign and recruitment Frutiger Roman
advertising uses our corporate font,
Frutiger Roman, set in upper and lower
case. abcdefghijklmnopqrstuvwxyz
Recruitment advertising uses Frutiger
Roman for headlines and body copy,
whilst Frutiger Bold is used for titles
ABCDEFGHIJKLMNOPQRSTUVWXYZ
stating position and salary.
1234567890
Frutiger Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
37 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 3 CONSTRUCTION GUIDELINES INDEX PRINT
< GO TO
<
< GO TO
<
reduced size (supplied with a logo Should local country legislation require a translation of the end line
height of 15mm) to appear on the execution, this should be positioned as shown above.
< GO TO
<
< GO TO
<
Component overview
There are key elements to the advertising
and each of them work together to create
a whole that is compelling and motivating
to candidates:
41 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 3 CONSTRUCTION GUIDELINES INDEX PRINT
< GO TO
<
Photography
The visuals that accompany the copy for
the ads should have a level of vitality to
them. They should feel bold, interesting
and surprising. The images need to support
the fact.
They can be either full-bleed photographs
or illustrations.
The ready-made executions supplied for your
use include the high resolution photography
from the examples shown here:
Yellowstone (Persil)
Rugby players (Persil)
Hellmanns
Runners
Yellowstone (Persil) Hellmanns
Please note that the license for these
images is for two years only and expires
in June 2007.
< GO TO
<
Headline
The headline should be set in Frutiger
Roman, upper and lower case, left
aligned. It needs to be positioned in a
clear space on the image but at a safe
distance from any trim area, panel edge
and logo. Headline type reverses white
out of the background image where
possible, or prints Unilever Blue (C: 100,
M: 57, Y: 0, K: 2) as an alternative where
there is sufficient contrast.
This example also has a drop shadow in
Unilever Blue (C: 100, M: 57, Y: 0, K: 2) to
make it more visible on lighter areas of
the image.
See page 16 for more information on tone
of voice.
43 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 3 CONSTRUCTION GUIDELINES INDEX PRINT
< GO TO
<
Body copy
Body copy should be set in Frutiger
Roman, upper and lower case, justified
with final line left aligned and positioned
A.
within the white panel as shown. Body
copy prints Unilever Blue (C: 100, M: 57, 10mm
Y: 0, K: 2) on a white background. (The
lower panel is always white.)
10mm
In a single page, double page spread,
250mm x 150mm and a landscape strip,
the copy needs to be placed as shown
in example A. It needs to be at least
10mm away from any trim area, panel 10mm 10mm
edge and logo.
On smaller executions like the 250mm x
150mm and the strips, this distance can be
reduced to 8mm to allow all the elements
more space to fit.
44 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 3 CONSTRUCTION GUIDELINES INDEX PRINT
< GO TO
<
White panel
The white panel at the bottom should
be deep enough to accomodate the
copy and logos.
Body copy
The body copy is set in Frutiger Roman
in Unilever Blue at 14pt, leading at 21pt
and should be positioned as shown.
For more information see page 43.
< GO TO
<
White panel
The white panel at the bottom should
be deep enough to accomodate the
copy and logos.
Body copy
The body copy is set in Frutiger Roman
in Unilever Blue at 9.5pt, leading at
14.5pt and should be positioned as
shown. For more information see
page 43.
< GO TO
<
Headline
The headline is set in Frutiger Roman
in white at 21pt, leading at 28pt and
should be positioned as shown. It also
has a drop shadow in Unilever Blue.
For more information see page 42.
White panel
The white panel at the bottom should
be deep enough to accomodate the
copy and logos.
Body copy
The body copy is set in Frutiger Roman
in Unilever Blue at 8pt, leading at 12pt
and should be positioned as shown.
For more information see page 43.
47 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 3 CONSTRUCTION GUIDELINES INDEX PRINT
< GO TO
<
Headline
The headline is set in Frutiger Roman
in white at 20pt, leading at 28pt and
should be positioned as shown. It also
has a drop shadow in Unilever Blue.
For more information see page 42.
White panel
The white panel at the bottom should
be deep enough to accomodate the
copy and logos.
Body copy
The body copy is set in Frutiger Roman
in Unilever Blue at 8.7pt, leading at 13pt
and should be positioned as shown.
For more information see page 43.
< GO TO
<
What not to do
The Unilever logo always prints positive
on a white background, Unilever Blue for
colour executions and solid black for black
and white executions. Never recolour the
logo and never change the lower panel to
a colour other than white.
Never print the logo/endline reversed
white out of the visual.
Never change the position of the logo
panel in relation to the visual.
Never change the colour of the body copy
or endline.
49 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 3 CONSTRUCTION GUIDELINES INDEX PRINT
< GO TO
<
< GO TO
<
Could it be U
< GO TO
<
Headline
The headline is set in Frutiger Roman
in white at 41pt, leading at 51pt and
should be positioned as shown. For
more information see page 42.
White panel
The white panel should be deep
enough to accomodate the copy and
logos with an 8mm border as shown
and should be approximately 50% the
height of the execution.
< GO TO
<
White panel
The white panel should be deep
enough to accomodate the copy and
logos with an 8mm border as shown
and should be approximately 50% the
height of the execution.
Subheading and body copy
The sub-heading is set in Frutiger Bold
in 100% black at 10pt.
The body copy is set in Frutiger Roman
in 100% black at 9pt and should be
positioned as shown. For more
information see page 43.
< GO TO
<
Background colour
The background colour is white.
Headline
The headline is set in Frutiger Bold in
100% black at 11.3pt, leading at 15.5pt
and needs to be positioned as shown.
For more information see page 42.
< GO TO
<
< GO TO
<
Headline
The headline is set in Frutiger Roman
in white at 30pt, leading at 35pt and
should be positioned as shown.
It also has a drop shadow in Unilever
Blue. For more information see
page 42.
White panel
The white panel at the bottom should
be deep enough to accomodate the
copy and logos.
Body copy
The body copy details the action to
be taken. It is set in Frutiger Roman in
Unilever Blue at 11pt, leading at 16pt.
For more information see page 43.
< GO TO
<
Image
The main image should be cropped
to the size and position shown.
Headline
The headline is set in Frutiger Roman
in Unilever Blue at 23pt, leading at
32pt and should be positioned as
shown. It sits within a white panel
which is approximately 40% the height
of the execution. For more information
see page 42.
White panel
The white panel at the bottom should
be deep enough to accomodate the
Unilever logo.
57 EMPLOYER BRAND GUIDELINES APRIL 2005 INDEX PRINT
< GO TO
<
Section 4
Artwork assets
Overview 58
Photography library 62
Ready-made templates 63
58 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 4 ARTWORK ASSETS INDEX PRINT
< GO TO
<
< GO TO
<
Could it be
a special colour and 4 colour process).
The artwork comes in 2 sizes, standard
size (100mm high logo for ease of scaling)
for use 16mm high and above, and a
reduced size version at 15mm. A directory
of file names is shown here. All type has
been outlined.
The standard conventions of logo treatment
apply. In particular, ensure that you respect
the minimum clear space around the logo
and make sure that the logo only appears
on a white background. If you are unsure
about any aspect of logo use, please visit
the logo section of the Unilever brand
centre for more precise guidelines:
thebrandcentre.unilever.com or
thebrandcentreforsuppliers.unilever.com File name Size Colour File format
CIBU_1cs_ol.eps for use 16mm and above I colour special (Unilever Blue) Adobe Illustrator eps
CIBU_4cp_ol.eps for use 16mm and above 4 colour process (Unilever Blue) Adobe Illustrator eps
CIBU_bs_ol.eps for use 16mm and above black solid Adobe Illustrator eps
CIBU_1cs_ol_15mm.eps for use at 15mm I colour special (Unilever Blue) Adobe Illustrator eps
CIBU_4cp_ol_15mm.eps for use at 15mm 4 colour process (Unilever Blue) Adobe Illustrator eps
CIBU_sb_ol_15mm.eps for use at 15mm black solid Adobe Illustrator eps
60 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 4 ARTWORK ASSETS INDEX PRINT
< GO TO
<
Lipton: MO3112.tif
< GO TO
<
UEB_RECRUIT_ADS.qxd UEB_RECRUIT_ADS.qxd
UEB_RECRUIT_MONO.qxd
UEB_RECRUIT_ADS.qxd UEB_RECRUIT_ADS.qxd
62 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 4 ARTWORK ASSETS INDEX PRINT
< GO TO
<
Photography library
Use the visual reference on page 60 to File Name Document Size Pixel Dimensions Document Size (cm) Resolution
choose your image.
Awareness campaign
Activation
< GO TO
<
Ready-made templates
The artwork templates are supplied in File Name Document Size Orientation
QuarkXpress (version 4) for professional
Awareness campaign formats
print purposes. Use the visual reference
on page 60 to choose your advertising
Double page spread UEB_DPS.qxd 297mm x 420mm landscape
campaign or activation template. Formats
for campaign advertising and activation
Single page UEB_SP.qxd 307mm x 230mm portrait
materials can be found on pages 39 and
54 respectively.
250mm x 150mm UEB_250x150.qxd 250mm x 150mm portrait
Placed images
The files contain low resolution images as Landscape strip UEB_STRIP.qxd 80mm x 361mm landscape
place holders. Please replace with high
resolution versions from the photography
library supplied.
Activation formats
Product brand logos used in the files are
for low resolution place holders for visual A3 event poster portrait UEB_A3_POSTER_P.qxd 420mm x 297mm portrait
reference only. Original print ready
artwork logos will need to be sourced Event banners UEB_BANNERS_P.qxd (scale as required) portrait
please refer to page 37 for details on
choosing and positioning these.
Sizes and formats Recruitment advertising formats
These templates may be scaled as
required, to fit specific publications. Colour and B/W recruitment ads UEB_RECRUIT_ADS.qxd 200mm x 150mm portrait
Should this be necessary, please respect
the visual proportions of the white lower Small mono recruitment ads UEB_RECRUIT_MONO.qxd 80.5mm x 53mm portrait
panel and image area and ensure that you
do not compromise the minimum clear
space around the Unilever logo.
64 EMPLOYER BRAND GUIDELINES APRIL 2005 INDEX PRINT
< GO TO
<
Section 5
Contact/help
A complete toolkit to successfully implement the Unilever employer brand can be downloaded from the
Employer brand page on the Unilever brand centre. This is where you will find the latest updated versions
of all materials:
Unilever employer brand implementor access
thebrandcentre.unilever.com
access code: uni1feelgood
External suppliers and partner access
http://thebrandcentreforsuppliers.unilever.com
access code: uni3lookgood
If you need further information about the Unilever employer brand please
contact Stphane le Camus at: Stephane.Le-Camus@unilever.com
For further information on the Unilever image library please visit: http://unilever.brand-imagesmm.com