Corporate Image Manual of the Chilean Fruit...

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Corporate Image Manual of the Chilean Fruit Industry

C o r p o r a t e I m a g e M a n u a l o f t h e C h i l e a n Fr u i t I n d u s t r y

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INDEXPro lo gue .4

- Lo got y p e .6

- Cons truc t ion .7

- Prote c t ion Area . 8

-Ty p o graphy .9

- Minimum width .10

- L anguages .11

- Icon .13

- Color .14

-1- color ver s ions .15

- Grey p ercentages .16

-Author ize d ver s ions / appl icat ions .17

-Appl icat ions on images .19

- Unauthor ize d ver s ions / appl icat ion . 20

- Complementar y t y p o graphy . 22

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Re lation B e t we e n B rands . 23

- Relat ion b et we en Brands . 24

- Use of Countr y Image lo go (Chi le) . 25

- Relat ionship: Se c tor Brand and Countr y Image Lo go (Chi le) . 26

- Relat ionship: Se c tor Brand and Subse c tor Brand . 27

- Re lat ionship: Subse c tor Brand, Commit te e and Countr y Image Lo go (Chi le) . 28

- Relat ionship: SubSe c tor Brand and Comit te e Lo go . 30

O the r ap p l ic ations . 31

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Pro lo gue

T h e c r e a t i o n o f a n e w b r a n d a n d i m a g e s t r a t e g y f o r t h e i n d u s t r y , d e v e l o p e d b y t h e p u b l i c a n d p r i v a t e s e c t o r s , h a s b e c o m e o n e o f t h e b i g m i l e s t o n e s o f o u r e x p o r t p r o m o t i o n a c t i o n s i n i n t e r n a t i o n a l m a r k e t s .

F r u i t s f r o m C h i l e , i s t h e n a m e o f t h e s e c t o r b r a n d t h a t C h i l e a n f r u i t w i l l u s e f r o m n o w o n i n t h e w h o l e w o r l d . A f t e r t w o y e a r s o f i n t e n s e w o r k l e a d e d b y t h e C h i l e a n Fr u i t E x p o r t e r s A s s o c i a t i o n ( A S O E X ) a n d t h e E x p o r t s P r o m o t i o n B u r e a u o f t h e M i n i s t r y o f F o r e i g n A f f a i r s ( P r o C h i l e) , a s e c t o r b r a n d s t r a t e g y h a s b e e n d e ve l o p e d to s t r e n g t h e n t h e i n d u s t r y ’s a t t r i b u te s t h a t h ave co nve r te d i t i nto o n e o f t h e m o s t i m p o r t a n t f r u i t s u p p l i e r s o f t h e s o u t h e r n h e m i s p h e r e a n d t h e w o r l d .

T his unpre ce dente d proje c t has a broad scop e and is accounte d with the col lab orat ion a n d p a r t i c i p a t i o n o f s e v e r a l o r g a n i z a t i o n s , i n c l u d i n g t h e C h i l e a n A s s o c i a t i o n o f P r u n e P r o c e s s o r s a n d E x p o r t e r s A . G . ( A P E C S ) , C h i l e a n W a l n u t C o m m i s s i o n , Ch i l e N U T, Ch i l e a n B l u e b e r r y Co m m i t te e , Ch i l e a n Ch e r r y Co m m i t te e , Ch i l e a n C i t r us C o m m i t t e e , C h i l e a n K i w i f r u i t C o m m i t t e e a n d C h i l e a n H a s s Av o c a d o C o m m i t t e e .

We thank a l l th os e invo l ve d in th e d eve l o p m e nt o f th is i m p o r t a nt p roj e c t f o r th e i r co m m i t m e nt an d su p p o r t to th e g e n e r at i o n o f a u ni f i e d i m a g e o f th e Chi l e an f r u i t s e c t o r a n d t r u s t t h a t t h i s b r a n d m a n u a l w i l l b e o f u s e a s a r e f e r e n ce t o o l f o r t h e homogenization of the general image of the sec tor in the dif ferent international markets .

Ronald Bown Fernandez

President

Chi lean Fruit E xp or ter s A sso ciat ion(A SOE X )

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Chile has comparative and comp etit ive advantages that a l low i t to produce healthy and s afe fo o d consume d dai ly in the mos t demanding market s of the wor ld . O ur long and narrow land, r ich in natural resources , landscap es and cl imate condit ions , is a fer t i le soi l for the produc tion of nur tur ing f ruits that nowadays reach more than 10 0 countr ies .

O ne of the mos t imp or t ant p osit ioning f ac tor s of our f rui t s in the wor ld –at present we are the b igges t e xp or ter s in the southern hemisphere with 59. 3% of tot al re gion e xp or t s- has b e en the publ ic- pr ivate promotion ef for t throughout t ime and which, in 2010, re ceive d th e supp or t of th e s e c tor br and “ Frui t s f rom Chi le” n ewly create d by th e Chi lean Frui t E x p or ter s A sso ciat ion (A SO E X ), jo int ly with th e E x p or t s Prom otion Bureau of the Minis tr y of Fore ign Af f a i r s (Pro Chi le). Subse quently, other ins t i tut ions l ike the Chi lean A sso ciat ion of Prunes Pro cessor s and E xp or ter s A .G . (APECS), Chi lean Walnut Commission, Chi leNut , Chi lean Blueb err y Commit tee, Chi lean Citrus Commit tee, Chi lean K iwif ruit Commit te e and Chi lean Hass Avo cado Commit te e that contr ibute d to the development of the brand and s trengthene d i t s internat ional iz at ion.

“ Fruit s f rom Chi le” is par t of that success . O ne year af ter the mentione d se c tor brand and the other sub - brands were launche d at the 2012 Fruit Lo gis t ic s Fair, key imp or ter s and dis tr ibutor s in the wor ld coincide d that this s trate g y has help e d to show a se c tor that al igns with the same objec tives and for t i f ies the p osit ive p erception of the Chi lean indus tr y whi le , at the s ame t ime, highl ight s the unique charac ter is t ic s of the countr y of or igin , the qual i t y of i t s pro duc t s and the spir i t of i t s worker s . Consumption of our f rui t s asso ciates with healthy l i fes t y le and fo o d trends b e cause our pro duc t s are r ich in v i tamins and prote c t our organism.

W ithin th e f r am e of Pro Chi le ’s inter nat ional s t r ate g y, br and p osi t ioning in th e main foreign market s , jo int ly with the pr ivate se c tor, is one of our main pr ior i t ies and to this end we have a s trong net work forme d by more than 50 commercia l of f ices around the wor ld that day- by- day work towards this internat ional iz at ion pro cess . We are sure that this k ind of ini t iat ive, apar t f rom b enef i t ing a sp e ci f ic indus tr y, to a large e x tent is an imp or t ant contr ibution to Chi le ’s image in the wor ld .

Roberto Paiva Reinero

Dire c tor

Pro Chi le

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The logotype and its colors cannot be altered in shape and/or color (it can be changed only in some versions specified in this manual and in the languages indicated herein).

LOGOT YPE

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As this is a logo that must be used in many languages, in order to achieve the best proportions homogeneity, the axle (y) and the size of the typography must remain unaltered. Only the width needed for each text can be changed. The size of the isotype must also remain unaltered.

CONSTRUCT ION

The separation between colors must maintain its size regardless the language

of the logo.

Text: From 2.4 y

Isotype: 4 x

Text: From 2.4 y

Isotype: 4 x

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The security perimeter around the logo is the minimum advisable and is equivalent to 1 y (width and height).

PR O T E C T I O N A R E A

1 y

1 y

1 y

1 y

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The typography used for the words “Fruits from” corresponds to DAX REGULAR in all languages. The typographic part of the logotype of the Country Image, Chile is used for the word “Chile”.

T Y P O G R A PH Y

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M I N I M U M W I DT H

Very extreme sizes are not recommended, but in case of lack of other options 30 mm is the minimum size for the brand. Proportions should always be maintained in order to avoid deformations.

30 mm

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Following are the languages incorporated and the logos especially designed for each one of them:

L A N G UAG E S

ENGLISH

SPANISH

FRENCH

PORTUGUESE

ITALIAN

DANISH

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RUSSIAN

GERMAN

JAPANESE

KOREAN

CHINESE

POLISH

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I CO N An icon was created jointly with the logotype which MUST be used separately from the logo and ONLY as a limited graphic resource in terms of size and applications, such as online icons formats, as shown in the example, but NEVER as a logo.

USE OF UNAUTHORIZED

ICONS

The above shown icon is different from the icon in the logotype; therefore it is not permitted to take it directly from it.

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The colors of the logo have been defined using a four-color process and Pantone as follows:

CO LO R

C 100 M 85 Y 0 K 10

C 100 M 53 Y 0 K 0

C 0 M 100 Y 100 K 5

C 0 M 70 Y 100 K 0

C 0 M 24 Y 94 K 0

C 55 M 100 Y 0 K 5

C 70 M 0 Y 100 K 10

C 50 M 0 Y 100 K 0

Pantone 287 C

Pantone 285 C

Pantone 1797 C

Pantone 123 C

Pantone 259 C

Pantone 362 C

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Following are the positive and negative versions of the logo.

ONE- COLOR VERSIONS

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Following is a detail of the black charge used for the logo in a range of greys.

G R E YS PE R C E N TAG E

NEGATIVE VERSION

C 0 M 0 Y 0 K 95

C 0 M 0 Y 0 K 75

C 0 M 0 Y 0 K 65

The colors of the positive version are the same used in the negative version, but with one extra

white strip around the logo.

C 0 M 0 Y 0 K 50

C 0 M 0 Y 0 K 35

C 0 M 0 Y 0 K 25

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The logotype can be used exclusively as follows:

THE LOGO CANNOT BE USED DIRECTLY ON OTHER COLORS (EXCEPT AS INDICATED BELOW).

AUTHORIZED VERSIONS /

APPLICATIONS

1. On white or very light backgrounds

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2. On black or very dark backgrounds (with a strong charge of black), provided it has a strip around the figure as shown below:

3. On medium-intensity color backgrounds, provided that it has a strip around the image as shown below:

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When the logotype is used on an image or photograph, a white strip must be incorporated around it.

APPLICATIONS ON IMAGES

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UNAUTHORIZED VERSIONS /

APPLICATIONS

1. Change location of elements

2. Change colors of logo

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4. The logotype must not be fragmented or use its elements separately

5. Use of effects in the logo’s elements

3. Any kind of cuts to the logo

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If texts are to be included, whether inside a publication or included in an image, it is necessary to use any variation of the MetaPro fountain.

COM PLEM E NTARY T Y P O G R A PH Y

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R E L AT I O N B E T W E E N

B R A N D S

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This page shows a list by order of importance and priority of the logos in respect of Fruits From Chile.

R E L AT I O N B E T W E E N B R A N D S

1. Sector Brand Logo

5. Country Image Logo, Chile

2.Subsector Brand Logo

4. Partner Logo

3. Committee Logo

COMMITTEE

PARTNER

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To the effects of promotional material, it is always essential that a Country Image Logo of Chile accompanies any of the logos included in the previous page. The indicated logo must be put in a less important place and NEVER besides the Sector or Subsector logo. It must appear as a signature as shown in the below diagram:

U S E O F T H E CO U N T RY I M AG E

(C H I L E) LO G O

Graphic item

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The “Fruits From Chile” brand must always be put in conjunction with the Country Image (Chile) logo. It is worth noting that the most important of all the logos is the “Fruits from Chile” brand.

R E L AT I O N : S E C TO R B R A N D (FR U I T S FR O M C H I L E) A N D CO U N T RY

I M AG E (C H I L E)

+

Graphic item

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+or

The “Fruits from Chile” brand can be substituted by a subsector (Apples From Chile) when used in material that promotes the species specifically.

R E L AT I O N : S E C TO R B R A N D (FR U I T S FR O M

C H I L E) A N D S U B S E C TO R (E X A M PL E A PPL E S FR O M

C H I L E)

Graphic item

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As an option, the use of the Committee logo of the species together with the subsector brand (Apples from Chile) and the Country Image logo (Chile) is authorized for information material addressed exclusively to the importer or distributor, provided that the objective of said material is to promote the Committee’s associates, including:

- List of associates

- Sector leaflets

- Banners and/or signals in fairs of the kind

- Audiovisual materials.

R E L AT I O N : S U B S E C TO R B R A N D ( A PPL E S FR O M

C H I L E), CO M M I T T E E LO G O A N D CO U N T RY I M AG E LO G O (C H I L E)

+

+

COMMITTEE

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(Example of aplication with other fruit)

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As an option, the relation between the Committee logo and the Sector Sub-brand (Apples from Chile), can be represented graphically incorporating a “linking phrase”, in the corresponding language, that must be previously agreed with ASOEX and ProChile, without it affecting or modifying the Subsector logo as stipulated in this manual.

R E L AT I O N : S U B S E C TO R B R A N D ( A PPL E S FR O M

C H I L E) A N D CO M M I T T E E LO G O

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O T H E R A P P L I C AT I O N S

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Cotton T-shirts

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Sleeveless polar jacket or windbreaker jacket

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Jockey

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