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Sony Corporation Creative Center / FIFA Partnership Project Office

20130329 Ver. 2.0

2014 FIFA WORLD CUP BRAZILPackaging Design Guidelines


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2014 FIFA WORLD CUP BRAZIL Packaging Design Guidelines

Positioning of the Guidelines

These guidelines for the use and placement of the Official Emblem of the 2014 FIFA World Cup

Brazil and product designations on product packaging are based on the Sony Group Brand

Message make.believe Concept and Usage Guideline and the FIFA Marks usage guidelines.

2014 FIFA WORLD CUP BRAZILPackaging Design Guidelines

Issued by: Brand Marketing

Supervised by: Creative Center

FIFA Partnership Project Office

Group Marketing Communication Dept.

Target Audience

Business Units, Creative Center (persons in charge of packaging)

Period of Use

August 1, 2012 to December 31, 2014

Objectives

Packaging displayed at stores is an important distinguishing element for product selection by

customers. Indicating that Sony is an Official FIFA Partner on packaging and to link this to other

advertising and promotional items strengthens product differentiation and can be a powerful way

to appeal to consumers. These design guidelines were created for the effective use of the 2014

FIFA World Cup Brazil assets on product packaging.


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Use of the FIFA Emblem on Packaging: Mandatory Use & Exceptions

Mandatory Use of the FIFA Emblem on Packaging

The Official Emblem of the 2014 FIFA World Cup Brazil can be used on product packagingof all product categories included in the agreement with FIFA and for all regions in the world.

The FIFA Emblem should be printed on all product packaging* that will appear in stores

from June 2013 onwards.

*Exceptions can be made in cases where the product life is long, the size of the Emblem that can be used is too small or

where use of the Emblem is difficult.

Minimum Size

For small-size packaging, the minimum size of the FIFA Emblem (for offset printing, a height

of 11mm; for flexographic (Flexo) printing, a height of 35mm) must be used to maintain visibility.

If this is not possible, the FIFA Emblem should not be inserted on the packaging.

Placement

When the minimum size (refer to the above) of the FIFA Emblem cannot physically appear on the

main surface of the packaging, a different surface may be used.

Period of Use

Even if product cartons with the FIFA Emblem are still in the market at the end of the 2014 FIFA

World Cup Brazil competition (July 14, 2014 and later), FIFA will not impose any fines nor

request that the cartons be removed from the market. In general, products with a long life that may

possibly remain as part of dealer inventories in 2016 and beyond should not have the FIFA Emblem

included on their cartons or packaging.

Exceptions for the Use of the FIFA Emblem on Packaging


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FIFA Emblem Placement Basic Layout

The Official Emblem of the 2014 FIFA World Cup Brazil should

be placed on the main surface of the carton or packaging and

positioned diagonally to the Module Logo in the recommended

lower-right corner. The basic size of the FIFA Emblem should be

25 percent of the height of the Module Logo.

However, if the height of the Module Logo exceeds 240mm,

please contact the Creative Center regarding the size of the FIFA

Emblem.

If the height of the Module Logo is less than 44mm, the height of

the FIFA Emblem should be fixed at 11mm.

25%Module Logo Height

Product Area

Mode

l/BrandName,etc.

Module Logo

FIFA Emblem


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FIFA Emblem Placement Basic Layout

If the Official Emblem of the 2014 FIFA World Cup Brazil cannot be placed in the recommended

lower-right corner, it should be positioned in a different corner on the main surface of the carton or

packaging. However, the FIFA Emblem should be placed independently and not together with theModule Logo, feature logos or other graphic elements.

Product Area

Model/Brand

Product AreaMod

el/Brand

Product Area

Model / Brand Name, etcModel / Brand Name, etc

Product Area

Model/B

rand

Produ

ctArea

Product

Area

Model /

Brand

(Numbersandabove indicate FIFA Emblem placement order of priority.)


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The Small-size and Large-size data of the Official Emblem of the 2014 FIFA World Cup Brazil differ in the size of

the type of the Legal Notice, or the symbols, on the bottom left of the Raising Hands graphic element.As shown

in the magnified examples below, please note that the symbols are larger in the Small-size data than in the Large-

size data. Select the proper size data according to the actual height of the Emblem as it will appear on the packagingand check the size of the symbols to confirm that the correct size data is being used.

SmallFor Emblem height of

11mm21mm

LargeFor Emblem height of

22mm & above

FIFA Emblem Data: Size


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To maintain consistency in the usage of the Official Emblem of the 2014 FIFA World Cup Brazil, it can only be

used in the following variations. For use on colored backgrounds other than white or black, an Emblem on a white

base must be used. Use of any other color base, except white, is prohibited.

For Offset Printing (Full Color) Applications

White background Black background Other color background

FIFA Emblem Data: Background Color

Offset_logo_A_Large.ai Offset_logo_C_Large.aiOffset_logo_B_Large.ai

Offset_logo_A_Small.ai Offset_logo_C_Small.aiOffset_logo_B_Small.ai

Largesize data

Smallsize data


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When the number of colors is limited and the full-color logo data on page 7 cannot be utilized,

one of the following logo data may be used.

Black Solid (Large) White Solid (Large)

FIFA Emblem Data: Single Color

Flexio_logo_B_Large.ai Flexio_logo_W_Large.ai

For Offset Printing (Limited Color Usage) Applications

Black Solid (Small) White Solid (Small)

Flexio_logo_B_small.ai Flexio_logo_W_small.ai


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The height of the Official Emblem of the 2014 FIFA World Cup Brazil must be at least 35mm, the minimum

size at which the Emblem can be clearly reproduced. For higher-resolution Flexographic printing, use thefull-color Emblem data for offset printing.

For Flexographic (Flexo) Printing Applications

Black background

(Small)

FIFA Emblem Data: Single Color

Flexio_logo_B_small.ai Flexio_logo_W_small.ai Flexio_logo_O_small.ai

Other background colors

(Small)Carton color background

(Small)


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Isolation Zone (Exclusion Area)

Regardless of the size of the Official Emblem of the 2014 FIFA World Cup Brazil,

the isolation zone around the Emblem must be at least 1/8 of the height of the Emblem.

When using a background color other than white or black, please include the isolation zone

within the size of the white base.

Example:

For an Emblem height

of 40mm, an isolation

zone of 5mm around

the Emblem is required.

Isolation zone


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When using the Official Emblem of the 2014 FIFA World Cup Brazil on a background color other than

white or black, please include the isolation zone within the size of the white base.

Isolation Zone (Exclusion Area)

Insufficient isolation zone exampleCorrect isolation zone


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The Official Emblem of the 2014 FIFA World Cup Brazil should not be placed on a complicated background

nor over the product photo.

Packaging Layout Considerations


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The Official Emblem of the 2014 FIFA World Cup Brazil should be positioned independentlyand

separated as much as possible from feature logos and other graphic elements.



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Example showing the placement of the Official Emblem of the 2014 FIFA World Cup Brazil

next to a 3rd-party logo


If a 3rd-party logo must be placed near theFIFA Emblem, a space of at least 1/3 or

more of the width of the Emblem must be

provided between the two graphic elements.

More than 1/3 of the Emblem width

Example:

For an Emblem width of 24mm, a space of 8mm or

more is required.

Emblem width

Isolation zone


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Example

Packaging Layout Example

BRAVIA


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Packaging Layout Example

Cyber-shot

Example


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Product Designations

Product DesignationsSony Group companies have the right to designate products that are included among the product categories

covered under the agreement with FIFA as an Official Product of FIFA or a specific competition. For example,

Official Television of the 2014 FIFA World Cup or Official Digital Still Camera of the 2014 FIFA World Cup

can be used in advertising and promotional materials, at retailers and events, as well as on product packaging.

For product designations on packaging, the typeface and size, as well as placement, should be discussed and

decided by the concerned Business Unit and the Creative Center at Sony HQ. The Business Unit and the designer

in charge of the packaging design at the Creative Center will determine these factors.

Typeface: SST (weight optional)

Designation placement: Above, below, to the right or left of the Official Emblem of the 2014 FIFA World Cup Brazil

Size of typeface: To be determined by the Creative Center

Product Designation Placement Examples


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Product Designation Layout Example

Home Theatre

Product designation type size will be decided after discussions bythe concerned Business Unit and the Creative Center.

Example


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Approval Application for Use of the FIFA Emblem on Packaging

and Product Designation Additions & Modifications

FIFA Approval Application Prior to Use

Use of the Official Emblem of the 2014 FIFA World Cup Brazil and product designations on Sony product packaging,

as well as any additions or modifications to the list of product designations, requires FIFA approval prior to use.

All submissions for FIFA approval are handled by FPO (FIFA Partnership Project Office) at Sony HQ.

Packaging & Product Designation Approval Applications

Packaging

For Business Units

Business Unit persons in charge are requested to fill out the Approval Application form with the required information

(model number, destination of product, initial usage timing). The forms can be downloaded from the Package Design

Guidelines section of the FIFA Marketing Tools Site at https://www.fifapj.sony.net/Please send the completed application form to FPO.

For FSMCs and Sony Group Companies

If you plan to produce a customized sticker to create original packaging for a specific region or country,

please send the visual to FPO (FIFA Partnership Project Office) at [email protected] obtain

FIFA approval of the packaging design.

Product Designations

Current FIFA-approved product designations can be modified and new ones may be added.

For additions or changes to the list of product designations, please refer to the updated List of FIFA-Approved Product

Designations posted on the Package Design Guidelines section of FIFA Marketing Tools Site. https://www.fifapj.sony.net

Application for FIFA approval is required prior to use. Product DesignationApplication Form can be also downloaded from

the Package Design Guidelines section of the FIFA Marketing Tools Site.

Please send the completed Application form to FPO. FPO will promptly apply for FIFA approval and notify you and eachrelevant Business Unit at Sony HQ when approval has been obtained.
https://www.fifapj.sony.net/mailto:[email protected]://www.fifapj.sony.net/https://www.fifapj.sony.net/mailto:[email protected]://www.fifapj.sony.net/https://www.fifapj.sony.net/https://www.fifapj.sony.net/


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PARTNER DESIGNATION Official Partner Hi-Fi Official Hi-Fi System of the 2014 FIFA World Cup

Official Partner of the 2014 FIFA World Cup FIFA Official Hi-Fi System

Sony is an Official Partner of the 2014 FIFA World Cup Cyber-shot, Official Digital Still Camera of the 2014 FIFA World Cup

BRAVIA Official Television of the 2014 FIFA World Cup Official Digital Camera of the 2014 FIFA World CupOfficial HDTV of the 2014 FIFA World Cup FIFA Official Digital Still Camera

Official TV of the 2014 FIFA World Cup FIFA Official Digital Camera

FIFA Official Television Handycam Official Camcorder of the 2014 FIFA World Cup

FIFA Official HDTV Official Video Camera of the 2014 FIFA World Cup

FIFA Official TV Official Video Camera Recorder of the 2014 FIFA World Cup

Home Theatre Official Blu-ray Disc/DVD Player of the 2014 FIFA World Cup FIFA Official Camcorder

Official Blu-ray Disc Player of the 2014 FIFA World Cup FIFA Official Video Camera

Official Blu-ray Disc Recorder of the 2014 FIFA World Cup FIFA Official Video Camera Recorder

Official DVD Player of the 2014 FIFA World Cup VAIO Official Personal Computer of the 2014 FIFA World Cup

Official DVD Home Theatre System of the 2014 FIFA World Cup Official Laptop of the 2014 FIFA World Cup

Official Home Theatre of the 2014 FIFA World Cup Official Notebook of the 2014 FIFA World Cup

Official HOME AUDIO SYSTEM of the 2014 FIFA World Cup FIFA Official Personal Computer

Official Speaker System of the 2014 FIFA World Cup FIFA Official Laptop

Official AV Receiver of the 2014 FIFA World Cup FIFA Official Notebook

Official Internet Player of the 2014 FIFA World Cup Walkman Official Personal Audio Products of the 2014 FIFA World Cup

Official Internet Blu-ray Disc Player of the 2014 FIFA World Cup Official MP3 Player of the 2014 FIFA World Cup

Official Head Mounted Display of the 2014 FIFA World Cup Official Digital Music Player of the 2014 FIFA World Cup

FIFA Official Blu-ray Disc/DVD Player FIFA Official Personal Audio Products

FIFA Official Blu-ray DiscPlayer FIFA Official MP3 Player

FIFA Official Blu-ray DiscRecorder FIFA Official Digital Music Player

FIFA Official DVD Player Headphone Official Headphone of the 2014 FIFA World Cup

FIFA Official DVD Home Theatre System FIFA Official Headphone

FIFA Official Home Theatre Car* Audio Official Product of the 2014 FIFA World Cup

FIFA Official Home Audio System FIFA Official Product

FIFA Official Speaker System USB Memory Official USB Memory of the 2014 FIFA World Cup

FIFA Official AV Receiver FIFA Official USB Memory

FIFA Official Internet Player Reader Official e-book Reader of the 2014 FIFA World Cup

FIFA Official Internet Blu-ray Disc Player FIFA Official e-book Reader

FIFA Official Head Mounted Display Projector Official Projector of the 2014 FIFA World Cup

Official HD-Projector of the 2014 FIFA World Cup

FIFA Official Projector

FIFA Official HD Projector

List of FIFA-Approved Product Designations (as of March 2013

Note: Since Hyundai, as a FIFA Partner, has the rights to car-related categories, Sony cannot use the word car in its product categories.

IMPORTANT:

When using product designations on packaging, adherence to rules regarding use of the local language of the destination country or countries is required.

If the product designation in the required language is not included in the list of product designations posted on the FIFA Marketing Tools Site

(http://www.fifapj.sony.net/), application for FIFA approval is required prior to use. Please send the translated product designation to FPO. FPO will

promptly apply for FIFA approval and notify you and each relevant Business Unit at Sony HQ when approval has been obtained.

Flow for FIFA Packaging Approval Application Procedures


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Creative CenterPrepare data & attach image

of basic packaging design toExcel approval application

Packaging DesignIndicate carton size

on Excel approval

application form

Business Unit

Determine product models

for approval application

Fill out Excel approval application

form with required information

Documents in Excel format required for the Approval Application are to be circulated by e-mail from

the concerned Business Unit to Packaging Design and then to the Creative Center, with each group

filling out the forms with information relevant to its area of responsibility. After final confirmation by

the Business Unit, the documents are to be sent to the FIFA Partnership Office (FPO) for submissionto FIFA for approval.

Business UnitConfirm Excel file content

& send to FPO

FPOCheck Excel file content

& submit application to FIFA

FIFA

Excel file

e-mail attachment

Notification

of Approval

Approval time FIFA reply

Up to10 business days

Excel file

e-mail attachment

Excel file

e-mail attachment

Flow for FIFA Packaging Approval Application Procedures

(For use by Business Units only)

Notification

of Approval

Approval

2 business days

FIFA M k A l A li ti f P k i (E l fil ) S l F


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The below approval application forms in Excel format will be distributed to each Business Unit.

FIFA Marks Approval Application for Packaging (Excel file): Sample Forms


Digital Imaging (DI) carton sample form TV carton sample form

For Flexographic (Flexo) PrintingFor Offset Printing

FIFA Marks Approval Application Form for Packaging Procedure Flow & Required Information


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FIFA Marks Approval Application Form for Packaging -Procedure Flow & Required Information


TV carton sample form

Product model decision

Information to be filled out on approval application formProduct category

Model number/series Country/region of destination, usage period (exposure

dates), approval deadline

Size, special notes, comments, etc.

Packaging Design

Packaging design: information to be filled out on approval

application form

Carton dimensions

FIFA Emblem height

Information to be filled out on approval application form

Attach image of the basic carton design Place a check mark in the box to indicate the FIFA

Emblem data size and type used

Business Unit

Creative Center

Business Unit

Business Unit Packaging DesignCreative Center

After final confirmation of all content, the applicationapproval form to be sent to FPO.

After checking content, application approval form to besubmitted to FIFA

FIFA approval notification to be sent to Business Unit

Areas of responsibility

FPO


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Inquiries / Contacts

For inquiries regarding FIFA Marks usage rules, product designations and FIFA approvals,

please contact:

FPO FIFA Partnership Project Office

For inquiries regarding packaging design, please contact:

Creative Center

For inquiries on the use of the Official Emblem of the 2014 FIFA

World Cup Brazil and product designations on packaging, pleasecontact the following groups.

approval @ sonyfifaproject.com

creative-cd-fifapackage @ jp.sony.com

Motoko Nishi / Mari Yoshii

FIFA Partnership Project Office

Brand Management Department

Communication Design Team

Communication Design Management Group

FIFA_pkgGL_29mar2013

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