Get it right from us.

FOODSERV ICEBRAND GUIDELINES

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Our Brand Character 3 The Reinhart Foodservice Brand

Our Brand Mark 4 Logo Specifications 5 Clear Area and Color 6 Rendering Logo 7 Background Variations 8 Splitting Logo and Tagline 9 Unacceptable Uses

Typography 10 Fonts

Visual Elements For Corporate Ads 11 Inspiration and Tone of the Brand

Photography 12 Food Shots 13 Chef/Operator Shots 14 Reinhart Foodservice People Shots

Working Examples 15 Single Page Ad 16 Sell Sheets 17 PowerPoint Template

Work Division Specific Examples 18 Local Sell Sheets/Price Sheets 19 Posters (product-focus) 20 Flyers and Event Invites 21 e-Letterhead

Wearables 22 Logo Usage on Material Items

Contents

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The Reinhart Foodservice BrandHow a tagline represents our character.

There are over 3,000 distributors out there, but not one that is better at delivering the things that really matter. The reason is simple: only Reinhart has Reinhart people. In a business where keeping promises is rare and devotion to the needs of customers is rarer, Reinhart stands apart. Proud, not vain. Honest, not merely saying “what clients want to hear.” Coming through, not making excuses. Great teams win by doing all the basics very well, day in and day out. This is the fabric and the voice of Reinhart. In every piece of communication it should be evident to customers: Get it right from us.

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Our Brand Mark The Reinhart Foodservice Brand Mark is the primary graphic element that is used to represent our brand identity.

The Brand Mark consists of carefully spaced letterforms that are combined with a motion arc and tagline.

The Reinhart Foodservice Brand MarkCare must always be taken to apply our identity carefully and with accuracy.

Reproduction of the Brand Mark must always be reproduced from original

electronic artwork available from Reinhart Foodservice.

Our Brand Mark may never be altered in any way, unless approved by the

Corporate Marketing Department.

Legal Designation of the Logotype and the Company NameThe logotype is a registered trademark, or ®, as a legal way to protect

our brand name and our Brand Mark.

The Brand Mark must always have the ® designation each time it is

used in any of our communication materials.

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FOODSERV ICE

Primary Typography

Motion Arc

Tagline

Registered Trademark

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Clear Area and Color

Clear Area To protect the integrity of the artwork, a clear area equal to the height

of the motion arc in the Brand Mark (designated by the letter "X") must

surround the Brand Mark. This is the minimum clearance area of space that

may not be infringed upon by any other elements. Additional space always

is suggested to preserve the clarity of the work.

Clear Area

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FOODSERV ICE

The Reinhart Foodservice primary graphic element colors are Reinhart Foodservice

Orange (PMS165) and Black. These two colors make-up the primary colors of the

Brand Mark and should be used in most applications of our identity.

It is especially important to note that Reinhart Foodservice Orange cannot truly be

represented or accurately reproduced in CMYK and RGB production techniques.

To achieve the most accurate color, the preferred method of reproduction is to

print Reinhart Foodservice Orange in PMS inks to represent our true colors.

When PMS inks are impractical or impossible to achieve, CMYK and RGB color

representation may be used. Refer to the chart above for the conversions.

Reinhart Foodservice Orange

PMS: 165

CMYK: C=2 M=58 Y=90 K=0

RGB: R=211 G=137 B=55

Black

PMS: Black

CMYK: C=0 M=0 Y=0 K=100

RGB: R=35 G=31 B=32

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Using Our Logo and Tagline:Rules of the Road

Logo on Backgrounds

We are a leading, unique and competitive company. One important way we prove it to the world is by

paying attention to our brand, wherever it appears. There is more impact and integrity when our logo

and tagline are consistent and locked together. It reinforces to customers that they “get it right from us.”

While we expect (and encourage) that divisions around the country will use the brand in a variety of

applications, it is expected that the logo with tagline will appear as displayed. If you have a need in which

the printing area restricts the use of the stacked logo with tagline, please receive corporate permission

before producing any item.

White Black Orange

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Background Variations

Color Variations

Corrugate Background Color Background

Single Color White Single Color Black

Photo Background

The logo should be placed on a corrugated cardboard background. The logo on corrugate

may then be used on other backgrounds (see examples). Please request the corrugate

artwork from corporate and submit final pieces for approval before use.

For use in unique one-color

situations, such as travel mugs.

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Rules for Splitting the Logo and Tagline

Minimum LogoSize Requirements

In no instance should the tagline “Get it right from us.” appear alone. The Reinhart Foodservice logo

must be used somewhere on the piece. Keep the colors true to the brand, or use the appropriate black

and white option. Should the logo be used in conjunction with a charity event, never alter colors to

demonstrate “more commitment” to a cause.

Certain types of apparel may lend themselves to reversing the size of the tagline relative to the logo.

Here are some examples. Again, always use the approved font for the tag. Questions? Call corporate.

For practical—and legible—reasons in print, we have determined that our logo with tagline should

not be used if the size required is less than one-inch wide. Anything smaller becomes unreadable

and inappropriate.

The style of printing used may make this width too small. Check with your printer to ensure legibility

of the reversed white “Foodservice” in the orange bar.

In the event of using the logo/tagline on a pen, for example, you

may use the logo with swoosh, then print the tagline along the side.

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Unacceptable Use of Logo Consistent and correct representation of the Reinhart logo is essential for protecting

our trademark rights and for building brand equity. Improper use of the logo can create

negative feelings about our brand quality. Therefore, it's imperative to avoid incorrect

uses of the mark in any and all circumstances.

The following are examples of unacceptable use.

Do Not change colors.

Do Not place at an angle.

Do Not put the logo inside

of another shape.

Do Not change the tagline.

Do Not change typefaces.

Do Not distort the shape.

Do Not put the logo over a photo or color

background without the corrugate artwork.

Traditions

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10

Typography The type family Frutiger has been chosen as the typeface to represent the Reinhart Foodservice

brand because of its style and clarity. It should be used in all corporate communications and

external marketing communications.

In all advertising applications, the type family Frutiger is used exclusively.

Type used in applications should be clear and distinctive. Designers and

art directors should use this family in a manner to create contrast between

headlines, subheadings and body text to provide clarity.

NOTE: If Frutiger is not available for your use, other like typestyles may be substituted.

For word processing and for presentations produced internally within Reyes Holdings,

the typestyles of Arial and Georgia have been chosen for use.

The Frutiger Typeface Family

Frutiger Light........................ Body copy, text

Frutiger Light Italic

Frutiger Roman.................. Body copy, text

Frutiger Italic

Frutiger Bold............................... Subheads

Frutiger Bold Italic

Frutiger Black........................... Headlines

Frutiger Black Italic

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Visual Brand Identity & Tone: HandtruckWe don’t need to show a model in a chef’s coat to prove we get a chef’s world.

Clear, simple words suggest we appreciate our customer’s time-starved existence.

Our tone is confident, practical and believable.

Let’s be honest. We deliver great foods and supplies to our customers. A hand truck loaded with boxes is our

world. A stack of boxes gives us a compelling “canvas” to convey a message that differentiates our services

and products from other distributors. Ad insertions into major foodservice and regional food publications

or posters for our facilities featuring the hand truck need the approval of corporate marketing.

Visual Elements for Ads and Posters

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Photography

Our food photography will prove that we appreciate the art of the plate,

focusing on details that are appetizing and offering proof that the ingredients

we bring are fresh and delicious.

Tight cropping of food enhances more than just freshness and

appetite appeal. Closeness adds drama and impact, regardless

of the food represented.

Food Photography

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Chef/Operator Photography

The human connection between chefs and their food is what we’re after. Touching

and selecting fresh ingredients. Putting the signature touch on an appetizer.

Capturing those steps that go into a fine dish. Focusing on the tactile relationship

between chefs and their art proves we understand the passion of cooking.

Skilled hands captured mid-action reinforce the chef as artist and

perfectionist. Again, close cropping adds to the drama of the most

subtle action.

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Reinhart Foodservice People Photography

We’re after real people, not models. And we search for impromptu moments

during the day rather than rigid, posed shots. We look for people who exude

warmth, care and an innate enjoyment of their jobs. People who make friends

easily, solve problems confidently. Our people are like that.

“The eyes are the portal to the soul” is more than a saying. It’s true. In

addition to finding warm, “real” people, cropping tight on faces allows

the honesty and warmth to come through.

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Ads feature a warm and high-

visibility orange background.

The stack of boxes on the hand

truck have a Photoshop shadow

for extra pop on the page. Body

copy for the ad is placed in the

band of corrugated cardboard.

Any communication featuring

boxes on a hand truck requires

corporate marketing approval.

Boxes feature a variety of types,

reminiscent of the variety of

products we carry. Each box has

been shot individually, allowing

us to stack them in a manner to

best fit words in the headline.

It’s hard work running a restaurant. We know what it means to you. Here’s a thought that should mean something, too: we’ll never let you down.

866.961.5885 • rfsdelivers.com

Visual Grid:

Corrugated Cardboard Area

Copy | Logo, Tagline

Hand Truck with BoxesHeadline Area

11"

8.5"

1.75"

.5"

Working Examples

Single Page Ads

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Stylistically, our sell sheets are designed and written to be direct and to the point. It will instantly be clear to a

customer or prospect who the sheet is from. The background is Reinhart Orange. The headline is the band of

corrugated cardboard with the Reinhart Foodservice logo and tagline lock-up.

Our customers don’t have

time for long copy. Sell sheets

should strive to make key points

succinctly that support the

headline. Bullet points should

be used when appropriate to

delineate services or products

that work in a short list.

Images should be representative

of the sell sheet topic. If it’s about

a new service, people may be

used. If it's about food, try to use

the food on a plate rather than

in its package. Photos should be

positioned above the cardboard

band and may be superimposed

over the band.

Visual Grid:

Corrugated Cardboard Area

Headline | Logo, Tagline

Photo Area

11"

8.5"

2.25"

2.75"

Copy Area

Sell Sheets

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In the event of a presentation to a major chain or national

account, the bottom box may be customized to include

the logo or name of the chain.

Subsequent pages are clean and allow the easy inclusion of

content. The cardboard band is minimized along the bottom

of the slide, a thin ribbon of Reinhart Orange across the top.

Brand elements are at the forefront from slide one in our PowerPoint template. A stack of boxes sets up the

Reinhart difference from the beginning. The message we have chosen, “All we want is what’s right for you,”

speaks to our care for customers and reinforces the promise of our tagline. A broad cardboard band carries

the PowerPoint title and Reinhart Foodservice logo/tag lock-up.

PowerPoint Template

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Division Specific Materials:

General Design Format Guidelines

The goal of branding is simple. To ensure that the work produced in each division looks as uniform and similar

as possible. A flyer produced in Vermont should look very much like a flyer produced in Louisiana.

Many times the need for a sales sheet, product fact sheet, event invite or poster creates a RUSH job for divisional

designers. By using our font and sticking to some general organization guidelines, no one should feel like they

are “starting from scratch” with each project. And at the end of the year, all the pieces should look like they

came from the same company!

Local Sell Sheets/Price Sheets

Visual Grid:

Corrugated Cardboard Area

Headline Copy | Logo, Tagline

Feature Product Photo or Orange Background

(if no bleed, bring in .25" from edge)

Product Images or Orange Background

with Text

Logo Area

e-Brand Logo Area

.5 pt. Black Rule

Orange Bar

Black Bar

Front Back

11" 11"

8.5" 8.5"

1.75"

.5"

.25"

.25"

.5"

.5"

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Posters (Product-Focus)

Visual Grid:

Corrugated Cardboard Area

Headline | Logo, Tagline

Image Background

11"

8.5"

1.75"

.5"

Visual Grid:

Logo on Corrugatein Corner

Image Background

11"

8.5"

Poster A Poster B

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Visual Grid:Visual Grid:

Flyers / Event Invites

Product Images or Orange Background

with Text

Logo Area

Logo Area

.5 pt. Black Rule

.5 pt. Black Rule

Orange Bar

Orange Bar

11"

8.5"

8.5"

11"

.25".25"

.25"

.25"

.5".5"

.5"

.5"

Product Images or Orange Background

with Text

Option A Option B

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e-Letterhead

Visual Grid:

Product Images or Orange Background

with Text

Logo Area

Orange Bar

650 px

120 px

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Wearables

Cap

Squeeze Ball

ECO Tote Bag Back Pack

Polo Shirts

Golf Towel Apron

Logo Usage on Material Items

We’re proud of our company. That certainly shows when the Reinhart brand is applied to apparel, totes or

other items that we may hand out. Several things are important to keep in mind. Make sure that accurate

artwork is supplied to the vendor to ensure the logo is rendered properly in colors that match the brand

standard. Do not change fonts, even in the tagline “Get it right from us.” When used on a dark fabric

or background, refer to the rules for reversed type.