BRAND GUIDELINES - Creative Cass€¦ · 21 logo do’s + don’ts trigal dorado logo + tagline 23...
Transcript of BRAND GUIDELINES - Creative Cass€¦ · 21 logo do’s + don’ts trigal dorado logo + tagline 23...
FOR ASSISTANCE OR APPROVAL, PLEASE EMAIL: [email protected] Version 1 | Summer 2016
BRAND GUIDELINES
2TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
brand language04 THE BRAND STORY
05 POSITIONING STATEMENT
06 VALUES + PERSONALITY
07 BRAND PYRAMID
08 KEY MESSAGING
trigal dorado logo10 PRIMARY LOGO
11 USAGE EXAMPLES
12 PRIMARY LOGO CLEAR SPACE +
MINIMUM SIZE
13 LIMITED USE LOGO
14 LIMITED USE LOGO CLEAR SPACE
+ MINIMUM SIZE
15 TYPOGRAPHY
18 COLOR PALETTE
19 COLOR GUIDE + TINTS
21 LOGO DO’S + DON’TS
trigal dorado logo + tagline23 LOGO + TAGLINE: PRIMARY
24 LOGO + TAGLINE: ALTERNATIVE
25 CLEAR SPACE + MINIMUM SIZE
26 TRIGAL DORADO LOGO
+ TAGLINE DON’TS
trigal dorado + CSM corporate logo28 TRIGAL DORADO + CSM
CORPORATE LOGO LOCKUP
29 TRIGAL DORADO + CSM
CORPORATE ENDORSER
packaging + labels31 LOGO USE ON
PACKAGING + LABELS
32 USAGE EXAMPLES
brand expression34 GRAPHIC TREATMENTS
35 AUTHENTIC TEXTURE
36 COLOR ANGLES & BARS
37 SUNRAY GRAPHIC
38 PHOTOGRAPHY GUIDELINES
39 SELL SHEET TEMPLATE
appendix41 LINEAR LOGO FILE GUIDE
43 LINEAR LOGO + TAG FILE GUIDE
45 STACKED LOGO FILE GUIDE
47 STACKED LOGO + TAG FILE GUIDE
TABLE OF CONTENTS
BRAND LANGUAGE04 THE BRAND STORY
05 POSITIONING STATEMENT
06 VALUES + PERSONALITY
07 BRAND PYRAMID
08 KEY MESSAGING
4TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
For generations, the best Hispanic bakers have passed down authentic recipes
that celebrate the vibrancy of their culture. When you bite into a fresh piece of
Concha bread or Tres Leches cake you can almost taste the warmth, laughter
and love that is shared with family over treasured every day moments.
That’s why Trigal Dorado products, ingredients and techniques are founded
on celebrating traditions that bring you closer to home.
In 1999 Trigal Dorado launched its first product, Concha Mix, with the desire
to meet the modern baker’s growing need for easy-to-use, time-saving
ingredients that honor traditional Hispanic flavors.
Originally serving panaderias on the west coast with this single product, the
brand now offers one of the widest varieties of genuine Hispanic ingredients
to professional bakers across North America.
For those who want to deliver flavorful, authentic, memorable Hispanic
bakery items, Trigal Dorado is the brand you can trust to provide quality and
consistency that truly honors the legacy of generations of Hispanic bakers.
brand language
THE BRAND STORY
5TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
brand language
POSITIONING STATEMENT
Brand Overview | ShortTrigal Dorado offers authentic, easy-to-use bakery products that celebrate
Hispanic traditions.
Brand Overview | LongFor those who offer authentic Hispanic fresh bakery items, Trigal Dorado
specializes in versatile, easy-to-use ingredients, products and techniques that
celebrate Hispanic traditions.
LABOR-SAVING
PROUD
RELIABLE
TRADITIONAL
brand language
VALUES + PERSONALITY
6TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
CELEBRATORY
AUTHENTIC
PASS
IONA
TE
WELCOMING
HISPANIC
CONVENIENT
HAND-MADE
TRUST
7TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
brand language
BRAND PYRAMID 8BRAND
ESSENCE
1TARGET INSIGHT
2STRATEGIC PIVOT
3REASONS TO BELIEVE
4FUNCTIONAL BENEFITS
5VALUES + CHARACTER
6EMOTIONAL BENEFITS
7DIFFERENTIATOR
Celebrating Traditions
Trigal Dorado celebrates Hispanic traditions by offering authentic products and techniques that create cultural connection.
Proud. Honors tradition. Energetic. Reliable. Welcoming.
Authentic. Family-centric.
Customers take pride in establishing cultural credibility with authentic Hispanic recipes.
A versatile portfolio of easy-to-use, authentic Hispanic ingredients, products, and techniques that
celebrate Hispanic family traditions.
Time saving products drive efficiency. Authentic, on-trend flavors meet the demands of a growing consumer segment, building topline sales.
TT, MT Bakery and FS operators seeking authentic, high quality Hispanic products that are consistent, efficient and easy to use.
The Hispanic segment is meaningful and growing. It’s critical to deliver authenticity without adding operational complexity.
8TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
TaglineCelebrating traditions that bring you closer to home
Customer—FacingUsing traditional Hispanic recipes, Trigal Dorado offers a versatile portfolio
of fresh, authentic ingredients, products, and techniques that have been
passed down for generations. By specializing in high quality products that
are consistent, efficient and easy to use, Trigal Dorado helps customers fill
their bakeries with items that celebrate Hispanic traditions.
brand language
KEY MESSAGING
KEY WORD DO’S
DO BE:
Passionate
Proud
Warm
Casual
Celebratory
Culturally Relevant
KEY WORD DONT’S
DON’T BE:
Dry
Hard-selling
Matter-of-fact
Unapproachable
Sterile
trigal dorado logo10 PRIMARY LOGO
11 USAGE EXAMPLES
12 PRIMARY LOGO CLEAR SPACE +
MINIMUM SIZE
13 LIMITED USE LOGO
14 LIMITED USE LOGO CLEAR SPACE
+ MINIMUM SIZE
15 TYPOGRAPHY
18 COLOR PALETTE
19 COLOR GUIDE + TINTS
21 LOGO DO’S + DON’TS
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trigal dorado logo
PRIMARY LOGO
The Trigal Dorado logo tells the brand story with two elements: The rising sun and logotype.
The rising sun, with hand illustrated rays, reflects traditional hispanic culture, which values authentic, hand-crafted, baked products from Trigal Dorado.The logotype of our name is expressed in traditional Spanish typography, which captures the culture and heritage of our brand.
The previous logo for Trigal Dorado should be phased out by January 1, 2017
Sun maintains the company’s heritage.
A Hispanic typeface brings a more traditional feel to our brand.
LOGO HISTORY
Developed in 1999, the original gold and red logo featured the rising sun. Gold was to signify Trigal Dorado’s Spanish meaning: golden wheat. The first product created under the brand name was Concha Mix which was used to make Concha, a sweet bread typically enjoyed in the morning when the sun rises. Today, the sun and warm colors remain as well as a font style that represents Hispanic heritage.
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trigal dorado logo
PRIMARY LOGO: USAGE EXAMPLES
REVERSE* • LIMITED
*This example represents the logo being shown over a field of color; it does not suggest the logo should be placed in a box.
MONOCHROMATIC* • RED • PREFERRED
*This logo is a 1-color solution. It is intended for printing purposes only.
LOGO USAGE
Permission to use any logo other than full-color primary version must be obtained by contacting the communications team at [email protected]
MONOCHROMATIC* • GOLD • PREFERRED
*This logo is a 1-color solution. It is intended for printing purposes only and is best on darker backgrounds or paper textures.
MONOCHROMATIC* • BLUE • PREFERRED
*This logo is a 1-color solution. It is intended for pairing with the CSM Corporate Logo and/or other hero brands in the CSM blue.
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trigal dorado logo
PRIMARY LOGO: CLEAR SPACE & MINIMUM SIZE
The area around the logo is as important as the mark itself.
The minimum clear space in this case is the width of the ‘sun’. This provides breathing room for the logo and eliminates visual clutter (text, graphic elements or other logos) that can compete with legibility and effectiveness of the logo.
In digital instances, the minimum clear space is the width of the ‘T’ in “Trigal”. CLEAR SPACE — PRINT
CLEAR SPACE — DIGITAL MINIMUM SIZE —
PRINT = 1.5 inch/38.1mm
DIGITAL = 108 pixels
BRAND RULES
• No other elements should be placed within the minimum clear space.
• The logo should not be placed in any visual device such as a square or circular shape.
• The logo should never appear smaller than 1.5 inch/38.1mm/108 pixels — If a smaller logo is needed, switch to the limited use logo.
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In the instance that there is limited horizontal space, the limited use logo is recommended. This mainly includes packaging and when paired with the CSM corporate logo.
The Limited Use Logo is recommended in instances where the Primary Logo would appear too small due to it’s horizontal nature.
trigal dorado logo
LIMITED USE LOGO
LOGO USAGE
Permission to use any logo other than full-color primary version must be obtained by contacting the communications team at [email protected]
ALTERNATIVE Trigal Dorado Logo Stacked (Print) 4C.eps
MONOCHROMATIC* • RED
*This logo is a 1-color solution. It is intended for printing purposes only.
MONOCHROMATIC* • GOLD
*This logo is a 1-color solution. It is intended for printing on dark backgrounds or paper.
MONOCHROMATIC* • BLUE
*This logo is a 1-color solution. It is intended for pairing with the CSM Corporate Logo and/or with other hero brands in the CSM blue.
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trigal dorado logo
LIMITED USE LOGO: CLEAR SPACE & MINIMUM SIZE
The area around the logo is as important as the mark itself.
The minimum clear space in this case is the width of the ‘sun’. This provides breathing room for the logo and eliminates visual clutter (text, graphic elements or other logos) that can compete with legibility and effectiveness of the logo.
In digital instances, the minimum clear space is the width of the ‘T’ in “Trigal”.
The Limited Use Logo is recommended in instances where the Primary Logo would appear too small due to it’s horizontal nature.
CLEAR SPACE — PRINT
CLEAR SPACE — DIGITAL MINIMUM SIZE —
PRINT = 1 inch/24.5mm
DIGITAL = 72 pixels
BRAND RULES
• No other elements should be placed within the minimum clear space.
• The logo should not be placed in any visual device such as a square or circular shape.
• The alt logo should never appear smaller than 1 inch/24.5mm/72 pixels — If space provides, it’s ALWAYS preferred to use the primary logo.
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A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0
Roboto is a slab serif designed in 2013 by Christian Robertson. It has a mechanical skeleton and the forms are largely geometric, but the font features friendly and open curves. This makes for a more natural reading rhythm.
Gotham is a widely used geometric sans-serif typeface designed by American type designer Tobias Frere-Jones in 2000. Gotham’s letterforms are inspired by architectural signage that achieved popularity in the mid-twentieth century.
HEADLINE: Roboto Slab (Bold, Regular, or Light depending on size and legibility)
SUB-HEAD AND BODY COPY: Gotham Book
trigal dorado logo
TYPOGRAPHY
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0
DOWNLOADS
Roboto Slab is available online for free: fonts.google.com/specimen/Roboto+Slab
The Gotham font family is not available for free. Agencies and/or graphic design resources should purchase the required fonts as needed.
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Web typography refers to use of fonts on the World Wide Web.
Roboto is available for free online use through Google Web Fonts.
To keep a consistent look with our chosen typeface Gotham, the best match is Monterrsat.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0
trigal dorado logo
TYPOGRAPHY: WEB
HEADLINE: Roboto Slab (Bold or Regular depending on size and legibility)
SUB-HEAD AND BODY COPY: Monterrsat
DOWNLOADS
Both Roboto Slab and Monterrsat are available online on Google Fonts:
fonts.google.com/specimen/Roboto+Slab
fonts.google.com/specimen/Montserrat
WHEN TO USE:
Email Campaigns
Microsite/Landing Pages
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Arial is a common font loaded on all MACs and PCs. To avoid a compati-bility issue when working with other users, please use Arial.
Arial is considered a fallback font, which means if the specified font does not load properly, the user would see the specified fallback font.
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
trigal dorado logo
TYPOGRAPHY: FALLBACK
HEADLINE: Arial Black
SUB-HEAD AND BODY COPY: Arial Regular
18TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
trigal dorado logo
COLOR PALETTE
Pantone 186C
C 0M 100Y 88K 0
R 242G 0B 23
Hexf20017
Pantone 7758C
C 24M 8Y 100K 0
R 206G 206B 0
Hexcece00
Pantone 219C
C 5M 93Y 6K 0
R 226G 49B 139
Hexe2318b
Pantone 299C
C 86M 8Y 0K 0
R 0G 160B 226
Hex00a0e2
Pantone 131C
C 0M 36Y 100K 8
R 232G 157B 0
Hexe89d00
Pantone 425C
C 0M 0Y 0K 80
R 88G 89B 91
Hex58595b
Pantone 7710C
C 79M 14Y 36K 0
R 0G 163B 168
Hex00a3a8
The color palette maintains consistency for the Trigal Dorado brand.
The CMYK color model (4-color process) used for color printing, also describes the printing process itself.
The RGB color model is an additive color model in which red, green and blue light are added together in various ways to reproduce a broad array of colors. This is used for video.
HTML colors are defined using a hexadecimal notation (HEX) for thecombination of red, green and blue color values.
TEXTPRIMARYColors from the Trigal Dorado + CSM logos
SECONDARYColors specific to Trigal Dorado
COLOR USAGE
Please note that the gray tone is for text purposes ONLY. You SHOULD NOT use gray in any graphics.
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trigal dorado logo
COLOR GUIDE + TINTS
100% 80% 60% 40% 20%
20TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
When using two colors together from our palette, please refer to these examples of acceptable color combinations; do not stray from the approved pairs.
The gray in our color palette is intended for type treatments only.
DO NOT use these pairs.APPROVED pairs for use.
trigal dorado logo
COLOR PALETTE: PAIRS
21TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
TRIGAL DORADODo not alter the logo in any way.
If you should come acrossa scenario where an executional constraint exists but does not align with these standards, contact brand support.
For questions or concerns, email [email protected].
DO NOT use the former Trigal Dorado logo. This version should be phased out by January 1, 2017.
DO NOT use a containing shape.
DO NOT use black and white in communications. The use of black and white must be approved.
DO NOT change the colors of the outline or stroke from otherwise noted.
DO NOT stretch.
DO NOT change the typeface.
DO NOT change the orientation.
DO NOT add drop shadows.
trigal dorado logo
LOGO DO’S & DON’TS
DO NOT stylize Trigal Dorado lettering separately from the sun.
DO NOT add additional information to the logo.
Project Team Name
DO NOT change the colors within the sun or lettering.
trigal dorado logo + tagline 23 LOGO + TAGLINE: PRIMARY
24 LOGO + TAGLINE: ALTERNATIVE
25 CLEAR SPACE AND MINIMUM SIZE
26 TRIGAL DORADO LOGO + TAGLINE DON’TS
23TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
trigal dorado logo + tagline
LOGO + TAGLINE: PRIMARY
Along with our Trigal Dorado brand logo, where possible we will want to represent ourself with our tagline “celebrating traditions that bring you closer to home”.
The usage of the red or gold version of the logo + tagline will be determined by what best fits your application.
If both version are possible, the red version is preferred.
PREFERRED - Red TypeTrigal Dorado Logo + Tag Linear (Print) 4C Red.eps
SECONDARY - Gold Type (For use on dark backgrounds)Trigal Dorado Logo + Tag Linear (Print) 4C Gold.eps
DO USE FOR:
Signage
Banners
DO NOT USE FOR:
Packaging
CSM Corporate Lock-up
24TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
trigal dorado logo + tagline
LOGO + TAGLINE: ALTERNATIVE
PREFERRED - Red TypeTrigal Dorado Logo + Tag Stacked (Print) 4C Red.eps
SECONDARY - Gold Type (For use on dark backgrounds)Trigal Dorado Logo + Tag Stacked (Print) 4C Gold.eps
DO USE FOR:
Signage
Banners
DO NOT USE FOR:
Packaging
CSM Corporate Lock-up
Please note that it is never required to use either version of the logo + tagline; They are available to use in appropriate instances.
The usage of the limited use logo + tagline vs. primary logo + tagline will be determined by what best fits your application.
The Primary Logo + Tagline version is ALWAYS PREFERRED over the Alternative Logo + Tagline.
25TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
The visual space around the logo plays an important part in defining its visual presence. It is important to observe minimum clear space requirements when using either version of the Trigal Dorado logo + tagline mark.
No other elements should be placed within the minimum clear space and mark should not be placed in any visual device such as a square or circular shape.
Minimum clear space around both versions of the logo + tagline mark is the height of the ‘sun’ in the Trigal Dorado logo.
The minimum size restriction assures that the logo and tagline will always be readable and effective in communications. Please adhere to minimum size requirement.
trigal dorado logo + tagline
CLEAR SPACE & MINIMUM SIZE
MINIMUM SIZE —
PRINT = 2.5 inch/63.5mm
DIGITAL = 180 pixels
CLEAR SPACE — PRINT
CLEAR SPACE — DIGITAL
BRAND RULES
• No other elements should be placed within the minimum clear space.
• The logo should not be placed in any visual device such as a square or circular shape.
• As the tagline is one line of text, both versions of the logo + tagline should never appear smaller than 2.5 inch /63.5mm/180 pixels.
26TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
CELEBRATING TRADITIONS THAT BRING YOU CLOSER TO HOME
PROJECT NAMEPROJECT TEAM NAME
CELEBRANDO LAS TRADICIONES QUE LE TRAEN MÁS CERCA DE CASA
trigal dorado logo + tagline
TRIGAL DORADO LOGO + TAGLINE DON’TS
DO NOT change the color of the divider bar. DO NOT change the typeface.
LOGO USAGE
The corporate brand logo + tagline should not be altered in any way.
These rules also apply to the vertical lock-up.
DO NOT change the weight/style of the divider bar.
DO NOT replace the tagline with other information or wording (such as a team name).
DO NOT lock up additional information with th lockup (such as a project name).
DO NOT translate the tagline into a language other than English.
trigal dorado logo + CSM corporate logo28 TRIGAL DORADO + CSM CORPORATE LOGO LOCKUP
29 TRIGAL DORADO + CSM CORPORATE ENDORSER
28TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
trigal dorado logo + CSM corporate logo
HERO BRAND + CSM CORPORATE LOGO LOCKUP
The single hero brand system adds on to the asset CSM_CorporateLogoTag_Linear.
To add the Trigal Dorado logoto the corporate brand logo+tagline the first thing added is a 2nd gold bar, which matches the color and weight of the existing gold bar in the corporate brand logo+tagline. The size of 2nd gold bar is determined by the leg of the ‘M’ in ‘CSM’. It is 1/6 of the width of the leg of the ‘M’. (See the example to the right.)
As you can see in the diagram the spacing of the bar is a ‘B’ height from Bakery Solutions on both sides.
Next we can add in the Trigal Dorado logo. The logo size is determined by the max height or width within the designated area and is locked to the space after the gold bar.
LOGO HERE
= WIDTH OF CSM LOGO
= HEIGHT OF CSM LOGO
CSM_CorporateLOGOTAG_[COLOR SPACE] THE SIZE OF LOGO IS DETERMINED BY THE MAX HEIGHT OR THE MAX WIDTH WITHIN THE DESIGNATED AREA.
LOGO IS ALWAYS LOCKED TO THE SPACE AFTER THE GOLD BAR. HEIGHT OF ‘B’
WIDTH = HEIGHT OF ‘B’1/6 OF THE ‘M’ LEG = WEIGHT OF 2ND GOLD BAR
29TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
trigal dorado logo + CSM corporate logo
HERO BRAND + CSM CORPORATE LOGO ENDORSING
When using the Trigal Dorado logo, it should be in the lead position, while CSM should be featured in the endorser position.
In the example of a NA sell sheet, the Trigal Dorado logo is featured on the front, while the CSM Corporate logo + Tagline and contact information are featured on the back, both in the endorser position. This is the ideal, standard approach. That said, there are several acceptable ways to show CSM in the endorser position.
When space or layout does not allow the hero brand to be prominently featured, with the CSM logo endorsing, the CSM logo and Hero logo can be featured together as a lock-up.
For additional guidance, please contact the communications team at csmcomms@ csmbakerysolutions.com.
Trigal Dorado brand in lead position
CSM brand in the endorser position.
packaging and labels31 LOGO USE ON PACKAGING+LABELS
32 USAGE EXAMPLES
31TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
Our packaging is subject to a variety of production methods and configurations. Our aim is to represent Trigal Dorado in a consistent manner regardless of these variations.
Due to the horizontal nature of the Primary logo, we recommend using the Limited Use Logo on ALL PACKAGING.
Please work closely with the communications team on labels or packaging and have them approve final files before printing. Email: [email protected]
packaging + labels
LOGO USE ON PACKAGING+LABELS
PREFERREDTrigal Dorado Logo Stacked (Print) 4C.eps
Monochromatic* • Red • Preferred
*This logo is a 1-color solution. It is intended for printing purposes only.
Monochromatic* • Gold • Preferred
*This logo is a 1-color solution. It is intended for printing on dark backgrounds or paper.
Monochromatic* • Blue • Preferred
*This logo is a 1-color solution. It is intended for pairing with the CSM Corporate Logo and/or with other hero brands in the CSM blue.
ALTERNATIVETrigal Dorado Logo Linear (Print) 4C.eps
USAGE RULESUse of the full color Primary Logo on packaging and labels is preferred, but we should not incur additional expense to do so. When necessary, use of the alternative logo options indicated is permitted.
32TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
Our labels and packaging are subject to a variety of production methods and configurations. Our aim is to represent Trigal Dorado in a consistent manner regardless of these variations.
Where reasonable, the CSM logo should be added as an endorsement to the Trigal Dorado brand that is primary.
Please work closely with the communications team on labels or packaging and have them approve final files before printing. Email: [email protected]
packaging + labels
USAGE EXAMPLES
Packaging Example
GA-13618 H.C. BrillDescription: Generic Brill logo label (13.5x4) - LeftSize: 13.5” x 4”Colors: PMS 280C Blue
3/11/11Proof #2
CYAN LINE DOES NOT PRINT - DIE LINE ONLYTHIS PROOF DOES NOT SHOW ACCURATE COLOR
Note: Please make acknowledgement of this proof promptlyso that the delivery date for this job will not have to be rescheduled.
PANTONE®
PMS 280C
Made in the U.S.A. MANUFACTURED BY: CSM Bakery Products NA, Inc. Tucker, GA 30084 QUESTIONS OR COMMENTS? PLEASE CALL 1-800-241-8526 OR VISIT US AT www.csmbakerysolutions.com
DO:
DO use the CSM logo in an endorsing position to support the Trigal Dorado brand.
DO NOT:
DO NOT use Trigal Dorado and CSM logo lock-ups on packaging or labels.
brand expression34 GRAPHIC TREATMENTS
35 AUTHENTIC TEXTURE
36 COLOR ANGLES & BARS
37 SUNRAY GRAPHIC
38 PHOTOGRAPHY GUIDELINES
39 SELL SHEET TEMPLATE
34TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
SUN
RAY
GR
APH
IC
Our brand is defined by our aesthetic style and overall look and feel.
To maintain consistency across all mediums, please try to incorporate the graphic treatments on the following pages when approaching creative collateral for the Trigal Dorado brand.
Please work closely with the communications team on all materials and have them approve final files before printing. Email: [email protected]
brand expression
GRAPHIC TREATMENTS
COLO
R A
NGL
ES &
BA
RS
AU
THEN
TIC
TEX
TUR
E
35TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
Our brand reflects the tradition of authentic hispanic baking. We use distressed textures on creative collateral to highlight the heritage of the Trigal Dorado brand.
The authentic texture should only be be used as an overlay on color angles and never to distract from of product photography.
Please work closely with the communications team on all materials and have them approve final files before printing. Email: [email protected]
brand expression
AUTHENTIC TEXTURE
DO:
DO use the authentic texture on brand color blocks and angles.
DO fade the graphic so that the focus remains on the brand and product information.
DO NOT:
DO NOT overlay the authentic texture on product photos.
DO NOT distract from the brand or product information.
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Our brand is a celebration of traditional hispanic baking. We use angled color blocks on creative collateral to showcase our passion and to celebrate the Trigal Dorado brand.
These color blocks can be set to any angle degree and they mimic the sunray angles from our brand logo.
Please work closely with the communications team on all materials and have them approve final files before printing. Email: [email protected]
brand expression
COLOR ANGLES & BARS
37TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
Our brand reflects pride in authentic hispanic baking. We use the sunray graphic from our logo on creative collateral to highlight the consistency and reliability of the Trigal Dorado brand.
The sunray graphic should be used as a secondary element, highlighting key information within a design.
Please work closely with the communications team on all materials and have them approve final files before printing. Email: [email protected]
brand expression
SUNRAY GRAPHIC
CORRECT USAGE EXAMPLE
INCORRECT USAGE EXAMPLE
DO:
DO use one sunray graphic per piece to highlight key information.
DO fade the graphic so that the focus remains on the brand and product information.
DO NOT:
DO NOT distract from the brand or overlay on products.
DO NOT use more than one sunray graphic per piece.
38TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
Imagery plays a key role in instantly communicating the Trigal Dorado story in a visually compelling and consistent manner. Our photo style is warm, product-centric and feels authentic to our customers and our brand.
We incorporate natural textures on creative collateral to highlight the authentic, hand-made nature of the Trigal Dorado brand. These backgrounds can include wood, stone, kraft paper or natural fibers and should be used to add warm dimension to product photography.
Please work closely with the communications team on all materials and have them approve final files before printing. Email: [email protected]
brand expression
PHOTOGRAPHY GUIDELINES
39TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
brand expression
SELL SHEET TEMPLATE
Trigal Dorado brand in lead position
CSM brand in the endorser position.
Hero image on front side of sell sheet
Incorporate “Color Angles” on both sides of the sell sheet. This graphic treatment is specific to Trigal Dorado.
Tagline in headline position
Less than 20 words on Trigal Dorado
Less than 30 words on the product
Flexible space for product table length; Fill space after table with product image using a gradient fade to keep text legible.
Large scale, vertically oriented product name
Incorporate one sunray graphic to highlight key information on the sell sheet. This graphic treatment is specific to Trigal Dorado.
APPENDIX41 LINEAR LOGO FILE GUIDE
43 LINEAR LOGO + TAG FILE GUIDE
45 STACKED LOGO FILE GUIDE
47 STACKED LOGO + TAG FILE GUIDE
41TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
appendix
LINEAR LOGO FILE GUIDE
Please make sure to use only the logo files listed in this brand book.
The Trigal Dorado brand logo section of this document provides complete information on the use of this logo.
Access the Trigal Dorado logo suite on the Public Brand Files page on CoSMos.
PRINTTrigal Dorado Logo Linear (Print) 4C.epsTrigal Dorado Logo Linear (Print) 4C.pdf
ON-SCREENTrigal Dorado Logo Linear (Web) 4C.jpgTrigal Dorado Logo Linear (Web) 4C.png
LOGO USAGE
Permission to use any logo other than full-color primary version must be obtained by contacting the communications team at [email protected]
PRINTTrigal Dorado Logo Linear (Print) BW.epsTrigal Dorado Logo Linear (Print) BW.pdf
ON-SCREENTrigal Dorado Logo Linear (Web) BW.jpgTrigal Dorado Logo Linear (Web) BW.png
PRINTTrigal Dorado Logo Linear (Print) Reverse.ai(transparency requires .ai file)
ON-SCREENTrigal Dorado Logo Linear (Web) Reverse.png
42TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
appendix
LINEAR LOGO FILE GUIDE
Please make sure to use only the logo files listed in this brand book.
The Trigal Dorado brand logo section of this document provides complete information on the use of this logo.
Access the Trigal Dorado logo suite on the Public Brand Files page on CoSMos.
PRINTTrigal Dorado Logo Linear (Print) Mono Blue.epsTrigal Dorado Logo Linear (Print) Mono Blue.pdf
ON-SCREENDO NOT use monotone logos on the web!
LOGO USAGE
Permission to use any logo other than full-color primary version must be obtained by contacting the communications team at [email protected]
PRINTTrigal Dorado Logo Linear (Print) Mono Red.epsTrigal Dorado Logo Linear (Print) Mono Red.pdf
ON-SCREENDO NOT use monotone logos on the web!
PRINTTrigal Dorado Logo Linear (Print) Mono Gold.epsTrigal Dorado Logo Linear (Print) Mono Gold.pdf
ON-SCREENDO NOT use monotone logos on the web!
43TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
appendix
LINEAR LOGO + TAG FILE GUIDE
Please make sure to use only the logo files listed in this brand book.
The Trigal Dorado brand logo section of this document provides complete information on the use of this logo.
Access the Trigal Dorado logo suite on the Public Brand Files page on CoSMos.
PRINTTrigal Dorado Logo + Tag Linear (Print) 4C Red.epsTrigal Dorado Logo + Tag Linear (Print) 4C Red.pdf
ON-SCREENTrigal Dorado Logo + Tag Linear (Web) 4C Red.jpgTrigal Dorado Logo + Tag Linear (Web) 4C Red.png
LOGO USAGE
Permission to use any logo other than full-color primary version must be obtained by contacting the communications team at [email protected]
PRINTTrigal Dorado Logo + Tag Linear (Print) 4C Gold.epsTrigal Dorado Logo + Tag Linear (Print) 4C Gold.pdf
ON-SCREENTrigal Dorado Logo + Tag Linear (Web) 4C Gold.jpgTrigal Dorado Logo + Tag Linear (Web) 4C Gold.png
PRINTTrigal Dorado Logo + Tag Linear (Print) BW.epsTrigal Dorado Logo + Tag Linear (Print) BW.pdf
ON-SCREENTrigal Dorado Logo + Tag Linear (Web) BW.jpgTrigal Dorado Logo + Tag Linear (Web) BW.png
PRINTTrigal Dorado Logo + Tag Linear (Print) Reverse.ai(transparency requires .ai file)
ON-SCREENTrigal Dorado Logo + Tag Linear (Web) Reverse.png
44TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
appendix
LINEAR LOGO + TAG FILE GUIDE
Please make sure to use only the logo files listed in this brand book.
The Trigal Dorado brand logo section of this document provides complete information on the use of this logo.
Access the Trigal Dorado logo suite on the Public Brand Files page on CoSMos.
PRINTTrigal Dorado Logo + Tag Linear (Print) Mono Blue.epsTrigal Dorado Logo + Tag Linear (Print) Mono Blue.pdf
ON-SCREENTrigal Dorado Logo + Tag Linear (Web) Mono Blue.jpgTrigal Dorado Logo + Tag Linear (Web) Mono Blue.png
LOGO USAGE
Permission to use any logo other than full-color primary version must be obtained by contacting the communications team at [email protected]
PRINTTrigal Dorado Logo + Tag Linear (Print) Mono Red.epsTrigal Dorado Logo + Tag Linear (Print) Mono Red.pdf
ON-SCREENTrigal Dorado Logo + Tag Linear (Web) Mono Red.jpgTrigal Dorado Logo + Tag Linear (Web) Mono Red.png
PRINTTrigal Dorado Logo + Tag Linear (Print) Mono Gold.epsTrigal Dorado Logo + Tag Linear (Print) Mono Gold.pdf
ON-SCREENTrigal Dorado Logo + Tag Linear (Web) Mono Gold.jpgTrigal Dorado Logo + Tag Linear (Web) Mono Gold.png
45TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
appendix
STACKED LOGO FILE GUIDE
Please make sure to use only the logo files listed in this brand book.
The Trigal Dorado brand logo section of this document provides complete information on the use of this logo.
Access the Trigal Dorado logo suite on the Public Brand Files page on CoSMos.
PRINTTrigal Dorado Logo Stacked (Print) 4C.epsTrigal Dorado Logo Stacked (Print) 4C.pdf
ON-SCREENTrigal Dorado Logo Stacked (Web) 4C.jpgTrigal Dorado Logo Stacked (Web) 4C.png
LOGO USAGE
Permission to use any logo other than full-color primary version must be obtained by contacting the communications team at [email protected]
PRINTTrigal Dorado Logo Stacked (Print) BW.epsTrigal Dorado Logo Stacked (Print) BW.pdf
ON-SCREENTrigal Dorado Logo Stacked (Web) BW.jpgTrigal Dorado Logo Stacked (Web) BW.png
PRINTTrigal Dorado Logo Stacked (Print) Reverse.ai(transparency requires .ai file)
ON-SCREENTrigal Dorado Logo Stacked (Web) Reverse.png
46TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
appendix
STACKED LOGO FILE GUIDE
Please make sure to use only the logo files listed in this brand book.
The Trigal Dorado brand logo section of this document provides complete information on the use of this logo.
Access the Trigal Dorado logo suite on the Public Brand Files page on CoSMos.
PRINTTrigal Dorado Logo Stacked (Print) Mono Blue.epsTrigal Dorado Logo Stacked (Print) Mono Blue.pdf
ON-SCREENTrigal Dorado Logo Stacked (Web) Mono Blue.jpgTrigal Dorado Logo Stacked (Web) Mono Blue.png
LOGO USAGE
Permission to use any logo other than full-color primary version must be obtained by contacting the communications team at [email protected]
PRINTTrigal Dorado Logo Stacked (Print) Mono Red.epsTrigal Dorado Logo Stacked (Print) Mono Red.pdf
ON-SCREENTrigal Dorado Logo Stacked (Web) Mono Red.jpgTrigal Dorado Logo Stacked (Web) Mono Red.png
PRINTTrigal Dorado Logo Stacked (Print) Mono Gold.epsTrigal Dorado Logo Stacked (Print) Mono Gold.pdf
ON-SCREENTrigal Dorado Logo Stacked (Web) Mono Gold.jpgTrigal Dorado Logo Stacked (Web) Mono Gold.png
47TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
appendix
STACKED LOGO + TAG FILE GUIDE
Please make sure to use only the logo files listed in this brand book.
The Trigal Dorado brand logo section of this document provides complete information on the use of this logo.
Access the Trigal Dorado logo suite on the Public Brand Files page on CoSMos.
PRINTTrigal Dorado Logo + Tag Stacked (Print) 4C Red.epsTrigal Dorado Logo + Tag Stacked (Print) 4C Red.pdf
ON-SCREENTrigal Dorado Logo + Tag Stacked (Web) 4C Red.jpgTrigal Dorado Logo + Tag Stacked (Web) 4C Red.png
LOGO USAGE
Permission to use any logo other than full-color primary version must be obtained by contacting the communications team at [email protected]
PRINTTrigal Dorado Logo + Tag Stacked (Print) 4C Gold.epsTrigal Dorado Logo + Tag Stacked (Print) 4C Gold.pdf
ON-SCREENTrigal Dorado Logo + Tag Stacked (Web) 4C Gold.jpgTrigal Dorado Logo + Tag Stacked (Web) 4C Gold.png
PRINTTrigal Dorado Logo + Tag Stacked (Print) Reverse.ai(transparency requires .ai file)
ON-SCREENTrigal Dorado Logo + Tag Stacked (Web) Reverse.png
PRINTTrigal Dorado Logo + Tag Stacked (Print) BW.epsTrigal Dorado Logo + Tag Stacked (Print) BW.pdf
ON-SCREENTrigal Dorado Logo + Tag Stacked (Web) BW.jpgTrigal Dorado Logo + Tag Stacked (Web) BW.png
48TRIGAL DORADO BRAND GUIDELINES | VERSION 1 | ISSUED: SUMMER 2016
appendix
STACKED LOGO + TAG FILE GUIDE
Please make sure to use only the logo files listed in this brand book.
The Trigal Dorado brand logo section of this document provides complete information on the use of this logo.
Access the Trigal Dorado logo suite on the Public Brand Files page on CoSMos.
PRINTTrigal Dorado Logo Stacked + Tag (Print) Mono Blue.epsTrigal Dorado Logo Stacked + Tag (Print) Mono Blue.pdf
ON-SCREENTrigal Dorado Logo Stacked + Tag (Web) Mono Blue.jpgTrigal Dorado Logo Stacked + Tag (Web) Mono Blue.png
LOGO USAGE
Permission to use any logo other than full-color primary version must be obtained by contacting the communications team at [email protected]
PRINTTrigal Dorado Logo Stacked + Tag (Print) Mono Red.epsTrigal Dorado Logo Stacked + Tag (Print) Mono Red.pdf
ON-SCREENTrigal Dorado Logo Stacked + Tag (Web) Mono Red.jpgTrigal Dorado Logo Stacked + Tag (Web) Mono Red.png
PRINTTrigal Dorado Logo Stacked + Tag (Print) Mono Gold.epsTrigal Dorado Logo Stacked + Tag (Print) Mono Gold.pdf
ON-SCREENTrigal Dorado Logo Stacked + Tag (Web) Mono Gold.jpgTrigal Dorado Logo Stacked + Tag (Web) Mono Gold.png
FOR ASSISTANCE OR APPROVAL, PLEASE EMAIL: [email protected] Version 1 | Summer 2016
BRAND GUIDELINES