mosaic marketing standards - gordon food service...mosaic marketing standards brand overview...

© 2013 Gordon Food Service®. All rights reserved. 052013/Brands

MosaicMarketing Standards

Brand Overview

Positioning Statement: Premium coffees from around the world.™

One Sentence Description: A distinctive collection of superior coffees from around the world,

served where coffee matters.

Brand Attributes: • Quality. Beans used in Mosaic coffees must meet rigid specifications

& undergo several quality checks before being roasted for an

exquisite coffee experience.

• Front-of-house value. Mosaic products are packed in consumer

friendly packaging and supported by a merchandise program.

• Exotic blends. Mosaic is available in seven unique blends ranging

from dark to light roasts, each with an intrinsic character all its own.

Mosaic coffees are rich & satisfying, with unforgettable flavor.


Brand NameRepresented In Text

The registration symbol must appear with the first mention of the brand name in text. In a multipage piece, use of the brand name in text on the cover does not satisfy the requirement. The registration symbol must be included on the first text mention on an inside page.

All second and subsequent text instances in the same document must appear without the registration symbol.

Note: The registration symbol in the Mosaic logo does not satisfy the requirement to use the symbol in the first text instance.

Examples of acceptable and unacceptable name representations are shown to the left.

Acceptable name representation:

First mention of brand name in text:

Mosaic®

Second and subsequent use:

Mosaic

Unacceptable name representation:

GFS Mosaic

Gordon Mosaic

GFS Coffee


Key Elements and Basic Physical Characteristics

Illustrated to the left are the key elements that make up the Mosaic logo.

The name "Mosaic " is the most prominent logo element. In relationship to one another, the letters go from small to large, then to smaller again.

The "Coffee Cup Art" features steam rising from the mug and is a contemporary sketch that creates a trendy image. It is printed in Warm Grey 10.

The words "International Coffee" sit on a roughly drawn swoosh.

The Mosaic logo should never be recreated. Electronic art files of the Mosaic logo are available in the following formats: .eps, .jpeg, or .wmf.

Tagline

When space permits, the tagline “Premium coffees from around the world.™” should accompany the logo to further drive the brand message. This is an overarching message and applies to print and electronic applications or instances where there is more than one use of the logo.

Specifying Color

The Mosaic logo is made up three spot colors. The letters are PMS 465, the roughly drawn swoosh is PMS 1815, and the "Coffee Cup Art" is Warm Grey 10.

No substitutions are permitted.

Brand Logo:

"International Coffee" "Mosaic"

Coffee Cup Art

PMS465C

PMS1815C

WARM GREY 10


Logo Registration Symbol

The Mosaic logo is a registered trademark. The registration symbol must always be used with the logo and in the location shown.

The color of the registration symbol is always the same color as the word "Mosaic", is bottom aligned, and is the width of the registration symbol away from the letter "C" in the word "Mosaic".

The size of the registration symbol is approximately the width of the letter "E" in the word "Coffee".

Using the Helvetica Bold font, the size of the registration symbol is approximately the width of the letter "e" in the word "Coffee" and is aligned as shown to the left.

Logo Safety Net

The safety net is defined as an offset white halo used to isolate the logo from “general” elements that would compete or detract from the best representation of the logo.

The Mosaic logo does not require a safety net and can be placed on a variety of backgrounds.

Logo Clearance Area

The logo clearance area is the area around the Mosaic logo that must remain free of type and “specific” graphic elements.

No type or “specific” graphic element is allowed to come within a specific distance of the Mosaic logo. This distance will vary proportionally based on the size of the logo.


Unacceptable Logo Options

For consistent communication and portrayal of the brand message, modification of the logo should be avoided. Use of any logo versions shown here, or components thereof, is prohibited. These examples represent potential logo abuses.

See Page 3 for the acceptable logo.

Reversing the colors.Misapplication of logo colors.

Allowing graphic elements to cover or obstruct the logo. Placing a shape around the logo.

Unacceptable color modifications:

Unacceptable logo applications:

Unacceptable element modifications:

Moving, resizing, or deleting the registration symbol.

Modifying elements or type of the logo.

Stretching or condensing the logo.


Acceptable Logo Backgrounds

The Mosaic logo can be used on a white or black background and is often placed directly on the brochure background.

Approved Fonts

The fonts shown to the left are the only fonts to be used for Mosaic marketing materials.

Baskerville SemiBoldUsed for descriptors, prefixes and suffixes.

Baskerville ItalicUsed for romance copy.

BaskervilleUsed for romance copy.

Add Fonts:Avenir 35 Light - Tagline/POSAvenir 65 Medium Obl - Tagline/POSAvenir 85 Heavy - Tagline/POSAvenir 95 Black Obl - Tagline/POS


Brochures

All brochures must be approved by the Brand Team prior to printing or distributing.

An example of the standard Mosaic brochure is shown to the left. All brochures must be printed on 100 lb. Flo Dull text-weight stock containing a minimum of 10 percent post-consumer waste fiber.

Front and Back Pages

Inside Spread

FOOTER Distributed exclusively by Gordon Food Service® ©Gordon Food Service (800) 968-6474 gfs.com


Advertisements

All advertisements must be approved by the Brand Team prior to printing or distributing.

LOGO

• The logo can be placed at the top or the bottom of the ad, left-aligned at the top or bottom of the ad, or right-aligned at the top or bottom of the ad.

HEADER

• The header must appear either over the image at the top of the ad or in the body copy area at the bottom of the ad.

• Font style, color, and size will vary depending on product type and message, but Baskerville Semibold is typically used.

COPY BOX

• The copy box can be placed on the left or right column of the ad, or centered across the top or bottom of the ad.

• If left- or right-aligned, the copy box will run approximately 3/4" width of the ad.

• If centered, the copy box will run the entire width of the ad.

• The color of the background will complement the overall page design or photo color scheme and align with the standard colors of the Mosaic brand.

BODY COPY


IMAGERY AND GRAPHICS

• One main photo is used in the top two-thirds of the ad, and smaller supporting images may be inset as needed.

Distinguish yourself from the competition with our premium assortment of gourmet coffees from around the world. Mosaic® International Coffees are rich and satisfying, with unforgettable flavor. Simply an exquisite coffee experience.

We also have a dedicated, trained, and certified service team who can help identify the right equipment for your operation as well as any other needs to support a comprehensive coffee program.

For more information, contact your Gordon Food Service® Customer Development Specialist.

Distinguish yourself from the competition with our premium assortment of gourmet coffees from around the world. Mosaic® International Coffees tap into today’s trend for authentic dining experiences, with distinctiveflavors from the globe’s finest coffee-growing regions.

Mosaic’s whole bean coffees are supported by a first-class merchandising program and drink recipes sure to perk up your sales. Ask your Gordon Food Service Customer Development Specialist for a copy of Make a Splash beverage guide featuring Mosaic coffee recipes.



Rebates

All rebates must be approved by the Brand Team prior to printing or distributing.

HEADER


OFFER VALID DATES

• Baskerville, 10 pt., 0.0625” paragraph space after.

PRODUCT ELIGIBILITY STATEMENT


MAXIMUM REFUND

• Baskerville, 11 pt.

PRODUCT INFORMATION

• The subhead, product category, and table information are 10 pt. Baskerville.

• In order LEFT to RIGHT: Reorder No., Product Description, Case Pack, # of Cases Purchased, Refund Amount, Total.

PROOF OF PURCHASE ADDRESS

• The first line is 10 pt. Baskerville Semibold, and the second line is 10 pt. Baskerville, 0.1875” paragraph space after.

REBATE FORM

• The first line is 10 pt. Baskerville Semibold, and the second line is 10 pt. Baskerville, 0.1875” paragraph space after.

REFUND OPTIONS

• Baskerville, 11 pt., 0.125" paragraph space after.

LEGAL STATEMENT


• Postmarked date must be 30 days after promotion ends.

• Fulfilled date must be the month after postmarked date.

Legal StatementThis offer is limited to licensed foodservice operators. Offer good only in the USA and is void where taxed, restricted, or prohibited by law. Copies of Gordon Food Service invoices must accompany coupon form and be postmarked by Month 00, 2013. Any other use constitutes fraud. Limit one per location. All refunds will be fulfilled in Month 2013. Offer does not apply to bid or contract accounts that have special pricing for these items listed. Any refund amount less than $10 will automatically be processed as a credit to your account.

co�

E

environment SUS

TAIN

AB

LE

SUS

TAIN

AB

LE

fair

GL

OB

A

organicresponsible

ma

ke

a

glo

ba

l or

-

di�

er

enc

e

difference…MAKE A

USE THIS LOGOVERSI ON WHE N IT GOES ON A BLACK BACKGR OUND

Offer valid on purchases made from August 1–September 10, 2010. Offer valid on new business only (products not purchased in the previous six weeks). Customers with contract or special pricing on items listed are not eligible.

Maximum Refund: $100.00 # of Cases RefundReorder No. Description Case Pack Purchased Amount Total

818720 Regular, Dark Blend, Whole Bean 8/2 lb. x $5.00 $

Total Refund:Mail this form with proof of purchase to:Mosaic Fair Trade Organic Coffee, Mail Code 13004-4098, P.O. Box 1787, Grand Rapids, MI 49501-1787

Please complete the following:

Your Name ________________________________________________________________________________________________

Business Name _____________________________________________________________________________________________

Address ___________________________________________________________________________________________________

City ____________________________________________________________________ State _________ ZIP _______________

Telephone Number __________________________________ E-mail Address _________________________________________

Gordon Food Service® Customer No. _____________ Customer Development Specialist Name __________________________

Please check one of the following refund options: _ Credit my account _ Send a refund check

This offer is limited to licensed foodservice operators. Offer good only in the USA and is void where taxed, restricted, or prohibited by law. Copies of Gordon Food Service invoices must accompany coupon form and be postmarked by October 10, 2010. Any other use constitutes fraud. Limit one per location. All refunds will be fulf illed by November 2010. Offer does not apply to bid or contract accounts.

SUS

TAIN

AB

LE

AB

LE

# of Cases Refund

SUS

TAIN

AB

LE

GL

OB

Ag

lob

al

or-

AB

LE

GL

OB

Ag

lob

al

or-

Offer valid on new business only (products not purchased in the previous six weeks).

# of Cases Refund

082010/37356

Fair Trade Organic CoffeeBuy Mosaic® Fair Trade Organic Coffee today, and you’ll contribute to social equality

and sustainability around the world. Let’s make a difference.

This deliciously dark blend of Central and South American 100 percent Arabica beans, are roasted to a deep color. The unique blend also makes a great espresso.

Our Fair Trade certifi ed label means we help ensure:

• A fair price for growers• Economic stability for the coffee

growing communities• Global responsibility in

international trade

Our USDA Organic certifi ed label means we help ensure:

• Chemical-free agriculture• Sustainable farming practices• Clean water• Responsible production




Food Shows

All food show collateral must be approved by the Brand Team prior to printing or distributing.

PRODUCT LISTING

Product listings must follow the example to the left. The Mosaic logo is always placed in the center top. The table lists Reorder No., Product Description, and Pack/Size in order from LEFT to RIGHT. The "Distributed Exclusively By" statement is always located at the center bottom of the page.

A product listing can be used as a reference for a specific group of items or the full list of offerings in the Mosaic brand.

RECIPE CARDS

Recipe cards must follow the example to the left. The Mosaic logo is always placed in the top left corner. The recipe title text is 22 pt. Times New Roman Bold Italic. The Header text is 12 pt. Times New Roman Bold, and the body text is 12 pt. Times New Roman. The border is PMS 1815.

All items listed must be stocked by Gordon Food Service® and must be active. Mosaic items must be included, and the use of other private branded products is encouraged. Ingredients are listed in the order they are prepared.


Sample Kits

All sample kit contents and materials must be approved by the Brand Team prior to printing and distributing.

SUBSTRATES

Samples are packed in the same substrate as what product is shipped, whether they are being shipped via U.S. Mail or the distribution center. Mosaic products are shipped in an oyster white corrugate.

OUTER LABELS, WITH INNER PACKAGING

The following information must be included:

MAIN DESCRIPTOR

• Baskerville Semibold• Font sized 100%

SAFE HANDLING STATEMENT

• Baskerville in all capital letters• Font sized 50% of main descriptor

NET WT

• Baskerville• Font sized 75% of main descriptor

DISTRIBUTED BY

• Baskerville• Font sized 33.3% of main descriptor

D.C. DELIVERY METHOD

The following information must be included, along with the above:

MAIN DESCRIPTOR


BAR CODE

• Only required when product is being shipped through a D.C.

Delivery Method: CDS/Broker

Delivery Method: Distribution Centers

NET WT 12 OZ (34 LB) 56 kg

Free sample inside!

DISTRIBUTED EXCLUSIVELY BY GORDON FOOD SERVICE®, GRAND RAPIDS, MI 49548

Reorder No. 123456

0 0 0 9 3 9 0 1 1 2 3 4 5 6

Try our newest coffeeblend... Espresso Roast!

Main Descriptor Sample


Sub Descriptor Sample




Sample Kits (continued)

OUTER LABELS, WITH INNER PACKAGING

USPS DELIVERY METHOD


MAIN DESCRIPTOR




CUSTOMER ADDRESS

• Baskerville• Font sized 100%

RETURN ADDRESS

• Gordon Food Service P.O. Box 1787 Grand Rapids, MI 49501

POSTAGE

• Permit number from mailing company

UPS DELIVERY METHOD


DISTRIBUTED BY


Delivery Method: USPS

Delivery Method: UPS

John Smith1234 StreetCity, State 56789

Gordon Food Service®

P.O. Box 1787Grand Rapids, MI 49501

PRST STDUS Postage

PAIDGrand Rapids, MI

Permit No. 657

FIRST CLASSUS Postage


Permit No. 657

KCI Indicia Samples

NON-PROFIT ORGUS Postage


Permit No. 657

FIRST CLASS PRSTUS Postage


Permit No. 657

We’re offering you a free sample of our newest Mosaic® International Coffee blend—Espresso Roast. Made of 100 percent Arabica coffee beans from around the world.




OUTER LABELS, WITHOUT INNER PACKAGING

MAIN DESCRIPTOR


NOT LABELED FOR INDIVIDUAL RESALE




PREPARATION/ALLERGENS


NET WT


DISTRIBUTED BY


D.C. DELIVERY METHOD

The following information must be included, along with the above:

SAMPLE NUMBER


BAR CODE

• Only required when product is being shipped through a D.C.

Delivery Method: CDS/Broker

Delivery Method: Distribution Centers




PREPARATION INSTRUCTIONS: TBD.CONTAINS: WHEAT, MILK.



NET WT 12 OZ (34 LB) 56 kgDISTRIBUTED EXCLUSIVELY BY GORDON FOOD SERVICE®, GRAND RAPIDS, MI 49548


PREPARATION INSTRUCTIONS: TBD.CONTAINS: WHEAT, MILK. Sample No. 123456

0 0 0 9 3 9 0 1 1 2 3 4 5 6





INNER LABELS


MAIN DESCRIPTOR

• Baskerville Semibold• Font sized 100%





PREPARATION/ALLERGENS


NET WT


DISTRIBUTED BY


ADDITIONAL INFORMATION


Delivery Method: USPS, UPS, Distribution Centers, CDS/Broker



DISTRIBUTED EXCLUSIVELY BY GORDON FOOD SERVICE®, GRAND RAPIDS, MI 49548ADDITIONAL INFORMATION IS AVAILABLE BY CALLING GFS CUSTOMER SERVICE 800-968-6474.

www.gfs.com


PREPARATION INSTRUCTIONS: TBD.CONTAINS: WHEAT, MILK.

Reorder No. 123456



Photography Standards

Mosaic photography reflects a premium coffee experience. The focal point of the shot is the coffee, while additional elements are in the back and slightly out of focus.

BACKGROUND & DINNERWARE

The product is shot in modern, clear glassware or china and typically placed on backgrounds that portray an upscale experience. Backgrounds may vary in color and style, but may include white tablecloths, wood, unique placements, or tile.

LIGHTING

Lighting may vary depending on application (ie: breakfast, dinner, or dessert) and time of day.

INGREDIENTS & FRESH CUES

A minimal amount of fresh cues are used to complement products. Key ingredients of the coffee are used as fresh cues that are either placed in the coffee, surround the glassware, or appear in the background of the shot. Coffee beans are often utilized as a key component of the shot to help convey product quality. Complementary sides, such as chocolate curls, whipped cream, or other desserts, can also be used. Additional product is used to further communicate the application and time of day; examples include Danishes for breakfast or cheesecakes for dessert. Fresh bean or alfalfa sprouts are never utilized in product photography.


mosaic marketing standards - gordon food service...mosaic marketing standards brand overview...

Documents