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
Get it right from us.
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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.
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