AFP advanced food products llc CORPORATE BRAND …€¦ · 4 AFP advanced food products llc VISION...
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©2017 AFP advanced food products llc MAY 2017 AFP advanced food products llc CORPORATE BRAND GUIDELINES
Transcript of AFP advanced food products llc CORPORATE BRAND …€¦ · 4 AFP advanced food products llc VISION...
©2017 AFP advanced food products llcMAY 2017
AFP advanced food products llc
CORPORATE BRAND GUIDELINES
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AFP BRAND OVERVIEW _________________________________________ 3 • AFP advanced food products llc ___________________________________________ 4 • Our Expertise _____________________________________________________________ 5 • Who We Are _______________________________________________________________ 6 • Strategic Locations _______________________________________________________ 7 • Aseptic Process ____________________________________________________________ 8 • Brand Platform ____________________________________________________________ 9 • Core Packaging Capabilities ______________________________________________ 10
LEGAL GUIDELINES _____________________________________________ 11 • Company Name __________________________________________________________ 12 • Trademark Usage _________________________________________________________ 13 • Copyright Notice and Attribution Statements ________________________________ 15
LOGO SPECIFICATIONS AND USAGE _____________________________ 16 • Standard AFP Logo ________________________________________________________ 17 • Savencia Fromage and Dairy Logo and Fonts ______________________________ 20 • Using AFP and Savencia Logos in Tandem __________________________________ 21 • Right Products Slogan _____________________________________________________ 22 • Muy Fresco® Logo _________________________________________________________ 23 • Real Fresh® Logo __________________________________________________________ 24 • Café Breaks® Logo ________________________________________________________ 25 • encircle® Logo ____________________________________________________________ 26 • True DairyTM Specialty Ingredients Overview _________________________________ 27 • True DairyTM Specialty Ingredients Logo and Fonts ___________________________ 28 • Made in the USATM Logo ___________________________________________________ 29 • Recycle Logo® ____________________________________________________________ 30
FONTS AND TYPOGRAPHY _______________________________________ 31 • Typefaces ________________________________________________________________ 32 • Trademark Symbols _______________________________________________________ 33 • Using Other Fonts _________________________________________________________ 34
INDUSTRY TERMS AND USAGE ___________________________________ 35 • Industry Terms/Usage _____________________________________________________ 36 FOR MORE INFORMATION ______________________________________ 37 • Contact Us _______________________________________________________________ 38
DESIGN LAYOUTS ______________________________________________ 39 • Print Collateral Requirements ______________________________________________ 40 • Address Block ____________________________________________________________ 41
VIDEO ________________________________________________________ 42 • Video Policy ______________________________________________________________ 43
Table of Contents
AFP BRAND OVERVIEW
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AFP advanced food products llc
VISION STATEMENTAFP products increase quality of life globally
MISSION STATEMENTDevelop and manufacture safe, delicious and convenient food
products for customers worldwide
VALUE PROPOSITIONCreate and deliver value through providing tailor-made solutions
and exceeding quality expectations
CORE COMPETENCIES Aseptic Technology/Quality/Service
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AFP possesses the means and expertise to fulfi ll your company’s needs, regardless of size or
industry, with one of the industry’s largest food science staffs and three strategically located
facilities. As part of Savencia Fromage & Dairy, we have the strength, fl exibility, and global
distribution network needed to deliver a full range of delicious food products to foodservice
and retail customers in over 20 countries.
The Company is able to deliver:
• Sustainability
• Superior Shelf Stable Products
• Broad Trans Fat Free Portfolio
• Creative Product Development
• Outstanding Customer Service
• Custom Formulation Services
• World-Class Quality Systems
Our Expertise
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As one of the leading foodservice, co-pack, and private label manufacturers of aseptically packed
cheese sauces, puddings, dips, and soups, AFP offers the superior quality, outstanding customer
service, and creative product development that only a true innovator can deliver. In addition to AFP’s
US domestic-based business, AFP exports to over 20 countries worldwide.
To consistently offer the best value and service to our customers, we provide:
• Sustainability
• Supply Chain Continuity
• Product Development
• Product Formulation
• Product Meal Application
• Market and Trend Analysis
• Packaging and Label Design
• Dedicated Export CSR
• EDI & 1SYNC Capable
Who We Are
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Plants:
• New Holland, PA (Corporate Headquarters)
• Clear Lake, WI
• Visalia, CA
The three plants are strategic for several reasons:
1. We can supply customers in a quick and responsive way across North America because we
are on the East and West coasts and in the center of the country.
2. We can export from either coast.
3. Our supply chain risk is low because we have redundant manufacturing at several plants. If
we were to have a crisis in one plant, we would still be able to supply our customers out of the
other plants.
Strategic Locations
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• Process in which a food product and its package are sterilized separately and then
combined and sealed in a sterilized atmosphere
• Using ultra high temperature and very short heating times (seconds) to preserve freshness
and nutrition
• This process affords extended shelf life, shelf stable products, and does not require the use
of preservatives – all advantages over traditional methods
• AFP has been a pioneer in the USA for such technology and has been manufacturing
aseptic foods since 1951
Aseptic Process
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AFP manufactures and distributes the following shelf-stable products in multiple aseptic packaging options, for both foodservice and retail:
• Cheese Sauces (Muy Fresco ®)
• Puddings (Real Fresh®) - Cafe Breaks • Dips (Muy Fresco®)
• Soups (Andersen’s®)
Brand Platform
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Cans:
• #10 (3.0 kg)
• 15 oz. (425 g)
• 9 oz. (255 g)
Plastic Cups:
• Hassia Cups
• Osgood Cups - Hot Fill
• Erca Cups
• ER-HA
Pouches:
• Fitment
• Non-Fitment
Core Packaging Capabilities
LEGAL GUIDELINES
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When using the company name, follow the guidelines below.
Please note: there is no period after “llc” and it is the
graphic tower in the logo that is trademarked.
First Reference
• AFP advanced food products llc
(The logo gets the trademark, the company name in text does not)
Each Additional Reference
• AFP
Incorrect Usage
• Advanced food products
• Afp
• afp
• Advanced food products, llc
• advanced food products, llc
Company Name
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Trademark Usage Guidelines
Trademarks are words, phrases, symbols, and/or designs that identify a source of goods or
services as being specifi c to a company. The ownership of these marks must be guarded,
otherwise exclusivity of these words, phrases, symbols, and/or designs can be challenged
and in some cases, lost.
To protect AFP trademarks we must adhere to some basic guidelines:
• Always use a trademark as an adjective or descriptor, not a noun
• Always use the trademark in the registered form, resisting the urge to modify a trademark
to a plural form or possessive form
To determine if you have applied the proper use of a trademark in text, you should
be able to remove the trademark from the copy and have the text still make sense.
Trademark Usage
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Trademark Usage on the Web
• Trademarks do not need to appear in the main title/heading of a page
• Trademarks should be used in all logos, buttons, signatures, applicable mnemonics, etc.,
even if the trademark is already applied elsewhere on the page
• Trademarks should appear in the fi rst or most prominent mention (short of the title/heading)
on EVERY webpage. (This rule applies even if the page in question is only available by a link
from a webpage that already shows the trademark symbol)
• Trademarks should be used in anything that might be used separately from the page it is
currently on – i.e., web banners, interactive pieces, etc.
Trademark Usage
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Please include a copyright notice and an attribution statement, which may appear in small,
but still legible type, when using AFP trademarks in any published materials. Copyright notice and
attribution statement should be used once per document or ad.
The format for AFP’s copyright notice is as follows:
© [Year of Publication] AFP advanced food products llc
The format for the attribution statement should be:
List AFP marks used, beginning with “AFP” and any brand names “Muy Fresco, Real Fresh”
if used, “are registered trademarks of AFP advanced food products llc”
“True Dairy is a trademark of AFP advanced food products llc”
For example:
Real Fresh is a registered trademark of AFP advanced food products llc
Copyright Notice and Attribution Statements
LOGO SPECIFICATIONS AND USAGE
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The AFP advanced food products llc logo is our most valuable visual and should be consistently used
in proper, approved forms. It is an immediate representation marker for our products and our people,
to current and potential customers worldwide.
There are three approved versions of the AFP logo: color, black and white, and reversed out.
The AFP icon should appear with the text in all lowercase, no punctuation.
EXCEPTION: The AFP icon can be separated from the text ONLY for embroidery/promotional item usage.
Standard AFP Logo
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Company Name without icon – must be written as noted – no exception
Use the fi rst three initials all CAPS – AFP – then all lowercase no punctuation.
FONT: Avant Garde Medium
AFP advanced food products llc
Promotional Items / Wearables
This is the only instance that the AFP icon can be separated from the text and it is
permissible to not include the trademark.
Standard AFP Logo
Full Color Black and White
When using the logo in full color, it must be used with the colors as specifi ed above. The icon can be
embroidered in tonal colors for wearables and can be imprinted in black and white. The red can be reversed
out to white when just doing a 2-color imprint; on a “black” background the black can be reversed out to white
and red stays red. Any changes to the AFP logo must be pre-approved by the AFP Marketing Department.
Standard AFP Logo
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The AFP logo must have the TM to the right of the graphic tower.
PMS
201
CMYK
0 100 100 30
RGB
207 23 30
HEX Code: CF171E
Standard AFP Logo
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The main Savencia font is Karbon, available in fi ve
bold and italic fonts. It can be used freely on all
communications materials.
The secondary font is Caecilia. It is used in
publishing for headers, sub-headers,and excerpts.
For all texts produced using offi ce software (Word
documents, PowerPoint presentations, emails, etc.),
Karbon and Caecilia are replaced by Arial,
a system font available on most offi ce software.
Fromage & Dairy BlueC100 M9 Y0 K6Pantone Process Blue CR0 G143 B208Hex Code 008fd0
Savencia BlueC100 M57 Y40 K30Pantone 3035C at 93%R0 G75 B98Hex Code 004b62
C70 M0 Y0 K0Pantone 298CR27 G187 B233Hex Code 1bbbe9
Gourmet OrangeC0 M67 Y100 K8Pantone 717CR222 G106 B9Hex Code de6a09
C39 M0 Y86 K1Pantone 367CR177 G202 B64Hex Color b1ca40
Fromage & Dairy Blue
Savencia Fromage & Dairy Logo and Fonts
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Using AFP and Savencia Logos in Tandem
• On all documents, ads, sales literature etc, both the AFP and Savencia logos should be
included. The Savencia logo should appear once per document, even if the AFP logo
appears more often, on multiple pages.
• In all cases, the AFP logo should reside to the left of (preferred), or above, the Savencia logo.
• The AFP logo should always be at least 40% larger than the Savencia logo.
RIGHT WRONG
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This slogan represents AFP and should be used when describing AFP advanced food products llc:
RIGHT PRODUCTS • RIGHT PACKAGING • RIGHT PARTNER TM
Right Products Slogan
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Tagline: Best of Southwest. ¡Delicioso!TM
Primary tagline color is PMS 728. May also use PMS 186.
PMS
201
CMYK
0 100 100 30
RGB
207 23 30HEX Code
CF171E
PMS
728
CMYK
22 40 65 0
RGB
195 154 107HEX Code
C39A6B
Muy Fresco® Logo
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Tagline: delicious. friendly. good.TM
PMS
201
CMYK
0 100 100 30
RGB
207 23 30
HEX Code: CF171E
PMS
387
CMYK
22 0 100 0
RGB
209 221 38HEX Code
D1DD26
Real Fresh® Logo
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PMS
168
CMYK
0 75 75 75
RGB
95 30 7HEX Code
5f1e07
PMS
7590
CMYK
20 55 70 0
RGB
205 132 92HEX Codecd845c
With the addition of the Real Fresh logo.
Café Breaks Pudding Logo
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encircle® Logo
The encircle logo must be all lowercase and have ® following the word encircle
Tagline: Harmony never tasted so good! TM
PMS
293
CMYK
100 80 10 0
RGB
14 77 150
HEX Code: 0E4D96
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True Dairy Specialty Ingredients is a business segment within AFP that utilizes enzyme
technology to produce customized fl avor solutions.
• Solutions that are made from real dairy starting materials and provide additional benefi ts that include:
- Clean Label
- Cost Savings through Dairy Replacements
- Mouthfeel and Masking
True DairyTM Specialty Ingredients Overview
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The True Dairy Logo must have the TM following ... true dairy™ The “true dairy” section of the logo is based on the font ITC Giovanni Bold, “SPECIALTY INGREDIENTS” uses the font ITC Giovanni Bold. This type is live and unedited in the logo.
PMS
7687
CMYK
100 81 0 15
RGB
6 65 141HEX Code
06418D
PMS
3125
CMYK
83 0 20 0
RGB
0 181 205HEX Code
00B5CD
True DairyTM Logo and Fonts
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Blue and red swoosh feature gradients.
All AFP products are proudly made in the USA at one of our three
manufacturing plants. This icon is available for use to easily identify
this message across all marketing materials.
The “Made in the USA” icon must be used on all branded packaging
and the corporate website.
CMYK
25 100 100 0
RGB
192 38 45HEX Code
C0262D
CMYK
100 50 0 0
RGB
0 113 187HEX Code
0071BB
PMS
1795
PMS
300
Made in the USATM Logo
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100% Recyclable icon is for use with our canned packaging. All cans are 100% recyclable and made
from recyclable materials. This icon can be used on all marketing materials to promote our sustainability
when specifi cally referring to AFP canned packaging.
It must be included on all AFP branded canned packaging and should not be larger than
the brand logo.
Recycle® Logo
FONTS AND TYPOGRAPHY
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As with the AFP logo, consistent use of our primary
corporate typeface – Avant Garde Medium – reinforces
the AFP brand identity.
Primary Typeface: Avant Garde Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz01234567890=~!@#$%^&*()+[]\{}|:;’:”<>?,./
Avant Garde Medium should be used for headlines
and may be used for copy. Short headlines or labels
can be all caps, otherwise, headlines and subheads
are sentence case.
To use Avant Garde Medium well along side
the corporate logo, avoid condensed
or extended type.
Avant Garde Light Avant Garde Light ItalicAvant Garde Regular Avant Garde ItalicAvant Garde BoldAvant Garde Bold ItalicAvant Garde SemiCondensedAvant Garde SemiCondensed ItalicAvant Garde Bold SemiCondensedAvant Garde SemiCondensed Italic
Additional Typeface: ITC Kabel Std
ITC Kabel Std is to be used as the slogan
font for encircle.
Typefaces
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It is important that the size of the trademark symbol be in proportion to the text. The trademark symbol
should always be legible without being intrusive and the space between the trademark symbol and the
preceding letter should be minimized.
Avant Garde Medium
When using Avant Garde Medium at text sizes 18 point and up, the trademark symbols should be the
same size as the text.
At 18 point or below, the minimum size for the trademark symbols is 12 point.
For example—The text is 10 point and the trademark symbols are 12 point:
Muy Fresco®
Trademark Symbols
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In the rare instance that a font becomes part of a graphical illustration in multimedia
or campaign communications, it may become necessary to use a font other than
Avant Garde Medium. When these needs arise, please consult with the AFP
Marketing Department for approval.
Using Other Fonts
INDUSTRY TERMS / USAGE
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The following is a list of industry terms and usage suggestions when communicating about AFP:
Industry terms/usage
• General
o Aseptically packaged (not aseptically packed)
o Shelf stable (i.e., AFP products are shelf stable)
o Shelf-stable if a noun follows (i.e., AFP has a wide range of shelf-stable products)
o Co-Pack
o Foodservice (not food service)
o Flex Line (not Flex line or Flexline)
Industry Terms / Usage
FOR MORE INFORMATION
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All inquiries and questions regarding the content of this document should be directed
to the AFP Marketing Department.
AFP advanced food products llc
402 South Custer Avenue, New Holland, PA 17557
800.732.5373
www.afpllc.com
Aaron Schoeneberger
Director of Marketing
717.355.8472
Brenda Foley
Marketing Project Manager
717.355.8852
Contact Us
DESIGN LAYOUTS
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When creating printed pieces, adhere to the following guidelines.
• Copyright with year must be included on all pieces -
© [Year of Publication] AFP advanced food products llc
• All materials that include measurements should have both English and metric
• All phone numbers should be listed with periods (800.732.5373)
• All phone numbers for export materials should include country codes (001.800.732.5373)
Print Collateral Requirements
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Domestic
Export
© 2017 AFP advanced food products llcwww.afpllc.com
AFP advanced food products llc402 South Custer AvenueNew Holland, PA 17557 USA
Phone: 001.800.732.5373Email: [email protected]
© 2017 AFP advanced food products llcwww.afpllc.com
AFP advanced food products llc402 South Custer AvenueNew Holland, PA 17557 USA
Phone: 800.732.5373Email: [email protected]
Address Block
VIDEO
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The current policy states no video may be shot on-site at any AFP location. All video footage must be
approved by Corporate Counsel, SB Management Services, Inc., prior to use.
Lewis D. Gitlin
General Counsel
AFP advanced food products llc
300 Martin Luther King Blvd.
Suite B
Wilmington, DE 19801
Telephone: 302.655.0780
Facsimile: 302.655.0791
Email: [email protected]
Video Policy
