visual identity - gfs

Rev. June 2015

Visual IdentityDavis Creek Meats® Brand Standards

Visual Identity

Overview Usage Clear Zone Restrictions Color Typography Backgrounds

Overview

Positioning StatementA tradition of quality-crafted meats.®

One-Sentence DescriptionDavis Creek Meats products are cut by master craftsmen who have

generations of meat-cutting experience along with the knowledge

and expertise necessary to deliver the most consistent product every

time.

Brand Attributes• Expertise. Master craftsmen have generations of meat-cutting

experience and are extensively trained.

• Consistency. Each product is carefully crafted the same way

every time.

• Integrity. Delivering what was promised.

Target Customers

Primary• Independent Foodservice

• Healthcare

Visual Identity


Usage

LogomarkIllustrated in callouts are the key elements that make up the

Davis Creek Meats brand and packaging logos.

The Davis Creek Meats logo is the stamp of quality upon which

the brand stakes its reputation. It is made up of a distinctive "DC"

script monogram and classic type fonts, held together by a black

diamond shape. Its optimal use is 3 colors.

The Davis Creek Meats logo should never be recreated. Electronic

art files of the Davis Creek Meats logo are available in the following

formats: .eps, .jpeg, or .wmf.

TaglineThe tagline should be used whenever possible.

Note: This is a trademarked tagline.

Typographic TitleFirst instance of use:Davis Creek Meats®

Second and subsequent uses:Davis Creek Meats

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. Please include

the registration symbol on the first text mention on an inside page.

Note: The registration symbol in the Davis Creek Meats brand logo

does not satisfy the requirement to use the registration symbol in

the first text instance.

Black Diamond Shape

"DC" Script Monogram

A Tradition of Quality-Crafted Meats.TM

A Tradition ofQuality-Crafted Meats.TM

A Tradition of Quality-Crafted Meats.TM

Larger Uses: Smaller Uses:

Signature:

Visual Identity


Clear ZoneThe logo clearance area is the area around the Davis Creek Meats

logo that must remain free of type and “specific” graphic elements.

Use the height of the letter “R” in Creek to determine the

measurement used on all four sides of the logo to create the

clearance area. The clearance area defines the space used to

separate additional copy or graphic elements from the logo.

Visual Identity


RestrictionsDo not use any of the versions shown here.

These examples represent a sample of

potential violations of the logomark and

typographic title.

GFS Davis Creek Meats

Davis Creek

DavisCreek

DCM



Visual Identity


ColorIllustrated on this page are the acceptable four-color process logo

and the one-color spot logo for the Davis Creek Meats brand.

Tan Gold BlackAlternate Non-Metallic Color

CMYK 0.4.15.0 0.38.78.29 0.0.0.100 0.38.78.29

PANTONE Coated 7500C 876C Black 2730C

Four-Color Process Logo: One-Color Spot Logo:

Tan

Pantone 876CGold

Black

Visual Identity


TypographyThe approved fonts to be used on packaging for Davis Creek Meats

are ITC New Baskerville and Helvetica.

ITC New BaskervIlle romaN (small Caps)ITC New BaskervIlle Bold (small Caps)Helvetica MediumThe ITC New Baskerville Roman font can be used for logo text.

ITC New Baskerville Roman can be used as the prefix, main

descriptor, suffix, callouts, and romance (body) copy. Helvetica

should be used for all common or standard elements (i.e.,

ingredients and preparation instructions).

Visual Identity


BackgroundsThe Davis Creek Meats logo is generally placed directly on the

package or point-of-sale background. The framed edges of the

logo allow it to stand out on a variety of backgrounds.

Note: There is no white safety net around the logo. However, refer

to Clear Zone for correct spacing around the logo.

Rev. June 2015

PackagingDavis Creek Meats® Brand Standards

Packaging

Page 2

Flexo Specifications Outer Components

Flexo Specifications

Inner ComponentsClear LabelsA clear flexography label was developed to allow the vendor to use

a black only product-specific label on inner poly bags.

Folding CartonA dark, distinctive look sets Davis Creek Meats brand packaging

apart from other brands.

North American Color, Inc.5960 S. Sprinkle Road, Portage, MI 49002(T) 1.800.537.8296 (F) 269.323.0190www.nac-mi.com

Vendor:

NAC:

Client:

Date:

Date:

Date:

SIGN OFF CONSTITUTES APPROVALOF COLOR, COPY, LAYOUT & DIE.

White GCMI 90

GFS ITEM # 441224 02/02/11Pork Ham

1A1211 Davis Creek - 645800 N/A

DESCRIPTION:

NAC # 11-3210 NATIVE FORMAT: Illustrator CS3

UPC / SCC CODE: 00093901441225PROOF CYCLE: 2nd

OVERALL SIZE: 15.982 x 9.4167 DIE: MV002327 (2).pdf

SUBSTRATE:SUB:

Cryovac

DATE:

REV CODE: VENDOR: PRINTER:

Davis CreekBrand:

PLEASE NOTE: Elements in green do not print. The live barcode must be CREATED and PLACED in BLACK prior to printing.Due to circumstances surrounding the release of these files, (VENDOR) is fully responsible for the accuracy of matching the approved files released to your printer source with printed material. If there are any changes you believe need to be made to these files, those changes must be approved by Gordon Food Service and completed by NAC, then re-released back to you. If the files are altered in any way without this process being followed, (VENDOR) is fully responsible for all inventories that exist for this project. Neither NAC or Gordon Food Service will approve any additional proofs made by your print source.

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Side Panel:

Packaging

Page 3


Flexo Specifications (continued)

Inner Components Folding CartonFolding cartons will have a background with the DC pattern. The

Davis Creek Meats brand logo with product description is displayed

prominently on the Primary Display Panel and printed in PMS 201C,

PMS 1245C, and black. Photography is printed in CMYK.

Product specific copy, safe handling, UPC, reorder number,

nutritional, and ingredient info are on the back panel.

Here are examples of the Davis Creek Meats brand

logo background.

Primary Display Panel:

Back Panel:

Davis Creek Meats Background:

Packaging

Page 4


Outer Components

Corrugate Specifications• Prefix and suffix product descriptions should always match the

layout of the inner packaging.

• Barcodes should be on at least one long and one short panel. If

space allows, they should be on all four panels.

Corrugate ColorOyster White

Corrugate Ink Colors

PANTONE 876C Black GCMI 90

Option A

Option B

Corrugate Label

for Option B

North American Color, Inc.

5960 S. Sprinkle Road, Portage, MI 49002

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PLEASE NOTE: Elements in green do not print. The live barcode m

ust be CREATED and PLACED in BLACK prior to printing.Due to circum

stances surrounding the release of these files, (VENDOR) is fully responsible for the accuracy of matching the approved files

released to your printer source with printed m

aterial. If there are any changes you believe need to be made to these files, those changes

must be approved by Gordon Food Service and com

pleted by NAC, then re-released back to you. If the files are altered in any way w

ithout this process being follow

ed, (VENDOR) is fully responsible for all inventories that exist for this project. Neither NAC or Gordon Food Service w

ill approve any additional proofs made by your print source.

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INNER PACKAGE NOT LABELED FOR RESALE

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SThis product was prepared from

inspected and passed meat and/or

poultry. Some food products m

ay contain bacteria that could cause illness if the product is m

ishandled or cooked improperly. For your

protection, follow these safe handling instructions.K

eep refrigerated or frozen.Thaw

in refrigerator or microw

ave.K

eep raw m

eat and poultry sepa-rate from

other foods. Wash

working surfaces (including cutting

boards), utensils, and hands after touching raw

meat or poultry.

Cook thoroughly. Food safety

recomm

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perature of 160˚F w

hen measured by a therm

ometer.

Keep hot foods hot. R

efrigerate leftovers im

mediately or discard.

A TR A D I T I O N O F QU A L I T Y - CR A F T E D ME A T S.TM A TR A D I T I O N O F QU A L I T Y - CR A F T E D ME A T S.TM





XXXX-XXXX

THIS SIDE UP

FOR MORE INFORMATIONON OUR QUALITY-CRAFTED MEATS,

VISIT WWW.DAVISCREEKMEATS.COM.

U.S.INSPECTED


AGRICULTURE

EST # ON LABEL

U.S.INSPECTED


AGRICULTURE

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U.S.INSPECTED


AGRICULTURE

EST # ON LABEL

U.S.INSPECTED


AGRICULTURE

EST # ON LABEL

KEEP REFRIGERATED KEEP REFRIGERATED KEEP REFRIGERATED KEEP REFRIGERATED

SAFE HANDLING INSTRUCTIONSThis product was prepared from inspected and passed meat and/or poultry. Some food products may contain bacteria that could cause illness if the product is mishandled or cooked improperly. For your protection, follow these safe handling instructions.

Keep refrigerated or frozen.Thaw in refrigerator or microwave.Keep raw meat and poultry sepa-rate from other foods. Wash work-ing surfaces (including cutting boards), utensils, and hands after touching raw meat or poultry.Cook thoroughly. Food safety recommends cooking all products to an internal temperature of 160˚F when measured by a thermometer.Keep hot foods hot. Refrigerate leftovers immediately or discard.

North American Color, Inc.5960 S. Sprinkle Road, Portage, MI 49002(T) 1.800.537.8296 (F) 269.323.0190www.nac-mi.com

Vendor:

NAC:

Client:

Date:

Date:

Date:

SIGN OFF CONSTITUTES APPROVALOF COLOR, COPY, LAYOUT & DIE.

GCMI 908 GCMI 90

GFS ITEM # 532310 01/16/12Boneless Pork Chops

1A0112 Davis Creek - 645800 N/A

DESCRIPTION:

NAC # 11-3230 NATIVE FORMAT: Illustrator CS3

UPC / SCC CODE: 90093901532315PROOF CYCLE: 3rd

OVERALL SIZE: 62 7/8”w x 20 3/16”hDIE: 3260009032.eps

SUBSTRATE:SUB:

CorrugateWhite

DATE:

REV CODE: VENDOR: PRINTER:

Davis CreekBrand:

PLEASE NOTE: Elements in green do not print. The live barcode must be CREATED and PLACED in BLACK prior to printing.Due to circumstances surrounding the release of these files, (VENDOR) is fully responsible for the accuracy of matching the approved files released to your printer source with printed material. If there are any changes you believe need to be made to these files, those changes must be approved by Gordon Food Service and completed by NAC, then re-released back to you. If the files are altered in any way without this process being followed, (VENDOR) is fully responsible for all inventories that exist for this project. Neither NAC or Gordon Food Service will approve any additional proofs made by your print source.

Rev. June 2015

PhotographyDavis Creek Meats® Brand Standards

Photography

Page 2

Overview Backgrounds and Dinnerware Lighting Ingredients and Fresh Cues

OverviewDavis Creek Meats photography portrays the message of quality

and craftsmanship. Prepared product shots must focus on the

meat—the cut, the grain, and the presentation. Meats must never

be over-seasoned in prepared applications; they must appear as

natural as possible. The angle of the shot may vary slightly, but the

meat must fill a majority of the shot. The focal point of the shot is

the primary product, while additional elements are in the back and

slightly out of focus.

Photography of raw meats must focus on the quality of the meat,

and the product must be pink in color. Spices, such as salt and

pepper or other seasonings are acceptable in the background or

sprinkled over the meat. Cutting utensils can be used as props in

the shot, but must not obstruct the focus on the product.

Background & DinnerwareThe background and dinnerware vary based on quality and cut of

meat. Surfaces must be natural, warm, and classic, and dinnerware

must be clean, neutral colors. Acceptable dinnerware colors include

white, brown, tan, and black, while clear cannot be used. Napkins

are acceptable, but not required. Alcoholic beverages are not to be

utilized unless it further supports the product application.

LightingLighting must be warm, staying away from dark shadows. The

focus of the lighting is on the product, not the background. The

background lighting is darker than the lighting in the foreground; it

is a warm tone but does not appear too light. The angle of the shot

will vary based on product type.

Ingredients & Fresh CuesProduct preparation is an essential aspect of the presentation. The

higher the quality the meat is, the more premium the presentation of

the ingredients. Ingredients and fresh cues vary based on the quality

and cut of meat. For example, garlic-roasted redskin potatoes might

be utilized with a USDA Prime product, while a traditional baked

potato is shown with a USDA Select product. They must be used in the

background to complement the meat, not in the foreground of the shot.

Acceptable fresh cues include scallops, shrimp, potatoes, or vegetables.

Fresh beans or alfalfa sprouts are never utilized in product photography.

visual identity - gfs

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