Brand Style Guide
Brand Identity Brand identity expresses both what an organization is and what it aspires to be. It is a promise as well as a commitment. A strong identity indicates that a company has a clear direction for its future. A brand is power. A strong brand greatly increases an organization s chance for success. A brand message begins with a logo and a tagline, and it becomes more established based upon its usage. Consistent use of the Baker Commodities mark both as a graphic element, as well as within daily correspondence, is crucial and is the cornerstone to building a strong brand. The purpose of this Brand Style Guide is to help us develop a unified corporate voice by synthesizing Baker Commodities visual vocabulary into one cohesive package. This carefully defined design and communication system will, from here on out, be applied to our products, collateral material, advertising, packaging, web site, and all internal and external communications. Corporate identity can be looked at in two parts: ) The visible part of the program (the trademark), and ) the strategy behind the design (what it represents, our core values). At the core of this program are our trademarks, the primary representation of Baker Commodities and its value to customers, employees, vendors and the general public. Since consistency of identity is so crucial in sustaining recognition of Baker Commodities, it is critical that the integrity of our trademarks be preserved. All of our communications, from signage to stationary, are designed for maximum impact and visual consistency. Opportunities to expose Baker s corporate identity are vast. Every public contact you make represents an impression. From letterhead to truck signage, from advertising to everyday e-mail correspondence all are forms of media, and all have the capacity to affect how a company is perceived. As a representative of Baker Commodities, please follow and foster the protocol outlined in the following document. Thank you for your anticipated cooperation. Please feel free to contact us with any questions or for further clarification. James A. Andreoli, Jr. Senior Executive Vice President James M. Andreoli II Public Relations/Legislative Affairs
The History of the Brand The Baker Commodities logo has a long, proud history. The company was formed in 97 as a rendering operation, picking up animal mortalities throughout California and providing quality rendering services to dairy companies and livestock farms. By 95, Baker Commodities was shipping product throughout the world, exporting tallow to Japan and the Philippines, and importing coconut oil to the U.S. The logo was created in the early 960s to depict the world (the round container) and the countries in which Baker Commodities did business (the dots represent the U.S., Japan and the Philippines). Today, the Baker logo is recognized the world over. It is seen on container ships and tanker trucks as product is shipped back and forth. It is prominently displayed on buildings, vehicles and even apparel worldwide. Over the years, the brand has come to mean quality and excellence, both for the products we manufacture and deliver, and the service our company provides. In addition to quality, the core value behind the logo is pride. The company has been family owned and operated for 7 years, and will always be a family operation. We view the company s biggest asset as its people and we are immensely proud of the business we run and the individuals who oversee its day-to-day operations. The logo has come to represent the Baker Commodities family worldwide, and the trust, loyalty and pride that ties our family together.
Standard Logo The Baker Commodities logo is one of our greatest marketing assets as it represents us to the food service industry, the international business community, and all of our customers. In order to maintain the equity we have built in this mark, it is important to position it in a proper manner as outlined in the Brand Style Guide. The standard logo should be utilized for general applications, the recycling logo for specific recycling applications (see page 5). If you have any questions as to which to use, contact Public Relations. Please utilize the tagline when the logo is used for materials dealing with new and existing customers in the restaurant industry, Total Grease Management, and dead stock pick-up. This logo is to be used by the divisions. Please use the Quality and Pride tagline when the logo is utilized for materials dealing with finished products and cold storage. This logo is to be used by corporate. Vertical Logo Quality and Pride... Worldwide The vertical logo when placed on a document must always appear in the center of the file. When used with text, the space surrounding the logo must have a space that equals four times (x) the height of the basis logo type. The clear space must not have any type or graphical element that diminishes the importance of the Baker Logo, or gives the appearance of another symbol or icon. The company name and tagline in the vertical logo should always be centered, never right or left align the company name and tagline. Horizontal Logo The horizontal logo when used must be placed on the left side of all documents. Quality and Pride... Worldwide When the horizontal logo is used with text, the space surrounding the logo must have a space that equals four times (x) the height of the basis logo type for the top, left, and right side of the logo. A measure of three units is used for the bottom of horizontal logos. The clear space must not have any type or graphical element that diminishes the importance of the Baker Logo, or gives the appearance of another symbol or logo. The company name and taglines must stay in this specific location in relation to the company s icon. Never recreate the logo, only use the downloadable artwork files.
Standard Logo Pantones 5 Process Magenta C C: 0 M: 00 Y: 0 K: 0 R: 6 G: 0 B: 0 57 C C: 0 M: 5 Y: 00 K: 8 R: 95 G: 6 B: 65 C C: 0 M: 59 Y: 96 K: 0 R: 5 G: B: 8 5 56 C C: 95 M: 0 Y: 00 K: 7 R: 0 G: B: 6 Black C: 0 M: 0 Y: 0 K: 00 R: 0 G: B: 6
Recycling Logo The Baker Commodities Recycling Logo is to be utilized only in applications that pertain directly to recycling. Examples include: on trucks that pick up material to be recycled, articles of clothing worn by people who are directly involved in recycling, etc. The standard logo should be utilized for general applications, the recycling logo for specific recycling applications. If you have any questions as to which to use, contact Public Relations. Please utilize the tagline when the logo is used for materials dealing with new and existing customers in the restaurant industry, Total Grease Management, and dead stock pick-up. This logo is to be used by the divisions. Vertical Recycling Logo.5 The vertical logo when placed on a document must always appear in the center of the file. When used with text, the space surrounding the logo must have a space that equals four times (x) the height of the basis logo type. The clear space must not have any type or graphical element that diminishes the importance of the Baker Logo, or gives the appearance of another symbol or icon. The company name and tagline in the vertical logo should always be centered, never right or left align the company name and tagline. Horizontal Recycling Logo The horizontal logo when used must be placed on the left side of all documents. When the horizontal logo is used with text, the space surrounding the logo must have a space that equals four times (x) the height of the basis logo type for the top, left, and right side of the logo. A measure of three units is used for the bottom of horizontal logos. The clear space must not have any type or graphical element that diminishes the importance of the Baker Logo, or gives the appearance of another symbol or logo. The company name and taglines must stay in this specific location in relation to the company s icon. Never recreate the logo, only use the downloadable artwork files. 5
Recycling Logo Pantones 5 6 Process Magenta C C: 0 M: 00 Y: 0 K: 0 R: 6 G: 0 B: 0 57 C C: 0 M: 5 Y: 00 K: 8 R: 95 G: 6 B: 65 C C: 0 M: 59 Y: 96 K: 0 R: 5 G: B: 8 5 6 57 C C: 80 M: 0 Y: 00 K: 56 R: 0 G: 98 B: 7 56 C C: 95 M: 0 Y: 00 K: 7 R: 0 G: B: 6 Black C: 0 M: 0 Y: 0 K: 00 R: 0 G: B: 6 6
Black and White Logos Quality Recycling and Pride... for Worldwide. Life Using Color Logos on a Color Background 7
Do s and Don ts It is not appropriate to place the logo on any materials, or to distribute to employees or customers, unless the usage has been previously approved by Public Relations. All usage must be tasteful and well-considered. Again, the Baker logo, in any application, is a public representation of Baker Commodities and must reflect the company s core values. Note: The Baker Commodities logo stands for quality, pride and tradition. It should not be denigrated or utilized in a manner that is not in good taste. If you have ANY questions about appropriate applications, please contact Public Relations at Corporate. All usage must be tasteful and well-considered. Again, the Baker logo, in any application, is a public representation of Baker Commodities and must reflect the company s core values. Unacceptable Never change or adjust the design of the logo. Maintain the proportions of the logo consistent with its original design. Quality and Pride... Worldwide Never substitute approved color choices. Lor sisi. Met iril dipisl erat ut wis nosto consequate elesequis do odolut lutat eu faci tat nostinim quisl ut auguerat praestrud dolessi tio eummy nos nim accum quation ullaor acil ullan velit illam, quisl ipsusci blandre dunt lum eugiam Never place text or objects in the approved logo space. Never display the Baker symbol upside down. Never change the color of the balls inside the symbol. Acceptable Both the Standard Baker Commodities world logo and the recycling logo can only be utilized without the company name and the tagline in very specific instances. In addition, the logo can be adapted for very specific purposes. Otherwise, the logo is never to be used without the company name or to be adapted without approval. If you have any questions about appropriate usage, again, please contact Public Relations at Corporate. 8
Typography Futura Bitstream Futura BT has been chosen as Baker Commodities Inc. s main typeface. It should be used on all printed material, i.e. advertisements, brochures, newsletters, signage, etc. Paragraphs should be set in Futura BT Book. Headlines should be set in Futura BT Bold. See Example Below. EXAMPLE: This is an example headline. It is set in Futura BT Bold. This is a an example paragraph. It is set in Futura BT Book. This system should be used consistently throughout all advertisements, brochures, newsletters and any other printed material. Futura BT Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 567890!@#$%^&*() Futura BT Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 567890!@#$%^&*() Arial All emails should be formatted Arial pt. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 567890!@#$%^&*() 9
Email Signatures In order to establish consistency of graphic representation across the entire corporation, we ask that you format your e-mail signature as follows. You should utilize Arial pt. font for all communications. Example Regards, one return per text break Jimmy Andreoli II Public Relations/Legislative Affairs Baker Commodities Inc. Corporate Office 00 Bandini Blvd. Vernon, CA 90058.68.80 *6 800.7.0696 *6 http://www.bakercommodities.com Please consider the environment before printing this email. CONFIDENTIAL NOTICE: This e-mail communication and any attachments may contain proprietary and privileged information for the use of the designated recipients named above. Any unauthorized review, use, disclosure or distribution is prohibited. If you are not the intended recipient, please contact the sender by reply e-mail and destroy all copies of the original message. 0
Letterhead New letterhead has been created for the entire company. Please note, you should utilize Arial pt. font for all communications. Letterheads can be downloaded at www.bakercommodities.com/standards. The Quality and Pride tagline is for corporate usage only. Divisions are to use the Division Letterhead plain design, Recycling For Life tagline, for everyday communication, and the blue sky design, Recycling For Life tagline, for more formal communications. Corporate Letterhead Quality and Pride... Worldwide Quality and Pride... Worldwide All copy should be set in Arial pt. Margins: Left: in Right: in Top:.5in Bottom:.5in www.bakercommodities.com () 68-80 () 68-566 00 Bandini Boulevard, Vernon, CA 90058 www.bakercommodities.com () 68-80 () 68-566 00 Bandini Boulevard, Vernon, CA 90058 Division Letterhead All copy should be set in Arial pt. Margins: Left: in Right: in Top:.5in Bottom:.5in www.bakercommodities.com () 68-80 () 68-566 00 Bandini Boulevard, Vernon, CA 90058 www.bakercommodities.com () 68-80 () 68-566 00 Bandini Boulevard, Vernon, CA 90058
TGM Logo The Baker Commodities TGM logo is to be utilized only in applications that pertain directly to the Total Grease Management program and services. Examples include: on trucks that provide TGM services, articles of clothing worn by people who are directly involved in providing services, etc. Marketing and advertising materials for all Total Grease Management programs will be created by corporate in order to maintain consistency of look and tone. All other applications should be reviewed and approved by Public Relations. The symbol should always follow the words Total Grease Management or the letters TGM when used in any document or application. The space surrounding the logo must have a space that equals four times (x) the height of the basis logo type for the top, left, and right side of the logo. A measure of three units is used for the bottom of horizontal logos. The clear space must not have any type or graphical element that diminishes the importance of the TGM Logo, or gives the appearance of another symbol or logo. Never recreate the logo, only use the downloadable artwork files. Process Magenta C 57 C 65 C Black C: 0 M: 00 Y: 0 K: 0 R: 6 G: 0 B: 0 C: 0 M: 5 Y: 00 K: 8 R: 95 G: 6 B: C: 0 M: 59 Y: 96 K: 0 R: 5 G: B: 8 C: 0 M: 0 Y: 0 K: 00 R: 0 G: B: 6