BRAND GUIDELINES

Costa proud to serve \ Our Brand Guidlines 3

PROUD TO SERVE COSTA Overview 4 Brand logos 5 Menu boards 7 Internal signage 7 External signage 8 Branded crockery 9 Takeaway cups & consumables 10 Promotional activity 10 PR & advertising 10

contents

Costa proud to serve \ Our Brand Guidlines4 Costa proud to serve \ Our Brand Guidlines 5

At Costa we’re always looking for opportunities for to bring our handcrafted, barista-served

coffee and fantastic food range to even more people across the UK and around the world.

We now have 1200 coffee shops here at home including our exciting new ‘Metro’ concept stores with

their retro-design-inspired interiors and laid-back atmosphere, and our first Costa Drive Thru offering

our great coffee to the good people of Nottingham and anyone, well: driving through!

We were even named The Nation’s Favourite Coffee Shop by Allegra* which made us very proud indeed.

*Allegra Strategies, the Project Café10 Report 2010

And now, we’re really excited to be launching a new brand under the Costa umbrella:

‘Proud To Serve Costa’. This new brand identity has been devised especially for third parties

who want to serve Costa coffee as part of their overall catering offer.

Thanks to our brand-new, and very clever, ‘bean-to-cup’ machines, pubs, bars and restaurants;

hotels and leisure venues; contract caterers; travel operators, and many more can now all be

‘Proud To Serve’ Costa’s Mocha Italia Blend to their customers.

‘Proud To Serve’ also includes our successful Ice Cold Costa range and impulse snack range.

In our continuing mission to save the world from mediocre coffee, we also launched Costa

Express: a state-of-the-art, self-serve machine that delivers our unmistakable Mocha Italia blend

to coffee lovers at key stop-off points like petrol stations, hospitals, universities, airports and

railways stations – in fact anywhere there’s a need for a quick cup of quality coffee.

overview

Use of the Proud to Serve Costa logos

BRAND LOGOS

For all collateral, except signage, the red-on-white Proud To Serve logo is used.

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This white-on-red logo is only used

for signage.

Our signage company provides internal

& external wall-mounted signage and

can provide technical specifications for

production of bespoke pieces.

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This is our main brand logo and is only be used for full-store coffee shop experience.

This logo is only approved on marketing

promotional activity from Costa Marketing.

Any requests to use this logo need to be approved

by Rainforest Alliance via the Costa Marketing

team – just speak to your Costa Account Manager

in the first instance and they’ll be able to help out.

All logo usage must be approved by Costa Marketing.

In addition to the three board panels, we also provide posters & pull up banners to communicate

our key brand message.

To support the Proud To Serve Costa offering we provide up to three board panels – ideally these

should be sited close to the coffee service area.

To support promotional activity we will send you an overlay for the third panel to communicate our

promotion message. This can be easily removed after the activity ends.

Board one – coffee & hot beverages

Board two – Ice Cold Costa

Board three – key brand message board/promotion board

This logo should only be used for Costa Express.

other costa logos menu boards

BRAND COMMUNICATION

A3 poster Pull-up banner

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To advertise Costa coffee externally, we can approve up to three items of signage collateral.

Our range of premium, branded crockery &

glassware helps us preserve our brand values

and provides Costa coffee lovers with a better

customer experience.

Our signage company provides internal & external wall-mounted signage and can provide technical

specifications for production of bespoke pieces.

PROUD TO SERVE

BRANDED CROCKERY & GLASSWARE

external signage

Primo Cappuccino

Primo Hot Chocolate

Medio Cappuccino

Medio Hot Chocolate

Primo Latte Medio Latte

Primo AmericanoWhite

Espresso Solo

Primo AmericanoBlack

Primo Mocha Medio Mocha

Espresso Doppio

Medio AmericanoBlack

Medio AmericanoWhite

Totem signage

Hanging signage Wall mounted signage

Fixed signage A frame

Fixed signage

In addition to the three-panel menu boards we can also provide a further two items of Costa

signage to highlight the coffee offer.

PROUD TO SERVE internal signage

Our branded takeaway cups and

consumables support the Proud to Serve

Costa brand and again help ensure that

we always live up to our brand standards.

take away cups & consumables

Costa proud to serve \ Our Brand Guidlines10

To help you promote your Costa coffee offering, we provide an annual marketing calendar

which follows the Costa coffee shop campaign thematic.

Our activities focus on:

Sales driving activity

Seasonal products

Coffee education & superiority messaging

Ice Cold Costa summer promotions

Coffee & indulgent snack suggestive selling

Our promotional activity is advertised using the key brand message board (panel three)

and additional POS.

promotional activity