Masterbrand logo

Brand Guidelines

A brAnd of

ConTEnTS
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Introduction
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Introduction Company Vision Company Mission Masterbrand logo: specifications Colour palette Elements of consistency Taste extensions: ESTAR Cola Taste extensions: ESTAR Orange Typography

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Introduction
This document is a guide to the brand communication style for ESTAR. It explains what our brand stands for, how its expressed, and how the creative elements fit together in all our communications. The guide should be followed when commissioning, designing or delivering any kind of communications. All brand communication activities have to be approved by our Marketing Department.

Company Vision
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Company Mission
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Vision Trend Food International

The five pillars of our vision set out the long-term direction for the company where we want to go and how we are going to get there: We work to create a better future every day We help people feel good, look good and get more out of life with brands and services that are good for them and good for others We will inspire people to take small everyday actions that can add up to a big difference for the world We will develop new ways of doing business with the aim of doubling the size of our company while reducing environmental impact We believe that good business practices and environmental stewardship go hand in hand, and we aspire to be environmentally conscious and use sustainable business principles in all aspects of our business operations Weve always believed in the power of our brands to improve the quality of peoples lives and in doing the right thing. As our business grows, so do our responsibilities. We recognise that global challenges such as climate change concern us all. Considering the wider impact of our actions is embedded in our values and is a fundamental part of who we are. Becoming green is not about being perfect on day one. Our commitment to the environment is on-going and will take constant improvement. We periodically review our practices to ensure they are as environmentally and economically sustainable as possible.

Mission Trend Food International

At the heart of the corporate purpose, which guides us in our approach to doing business, is the drive to serve consumers in a unique and effective way. Our long-term success requires a total commitment to exceptional standards of performance and productivity, to working together effectively, and to a willingness to embrace new ideas and learn continuously. To succeed also requires, we believe, the highest standards of corporate behaviour towards everyone we work with, the communities we touch, and the environment on which we have an impact. This is our road to sustainable, profitable growth, creating long-term value for our shareholders, our people, and our business partners.

Masterbrand logo
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Masterbrand logo
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SPECIFICATIONS: Colour options Basic version

To be used on black or dark backgrounds.

SPECIFICATIONS: Colour options Grayscale version

To be used whenever color mode is not available.

Inverse version
To be used on bright backgrounds.

Black & white version

To be used when only monochromatic mode is available/

Masterbrand logo
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Masterbrand logo
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SPECIFICATIONS: Position, clear space & minimum size

Much as the logo on can is positioned always vertically and as such is it typically perceived, on all other media it should be presented horizontally, so as to ensure highest clarity and readability. Whenever possible, the full color version used on a black / dark background is recommended. To maintain the strength of the logo a minimum clear space of E module should be kept on all sides (as shown on the image below). There should be no other elements in this area at any time. The minimum size of the logo is 15 mm (or 40 px) of height.

SPECIFICATIONS: Incorrect use

donT use the masterbrand logo on a background brighter than 50% black (unless you use the inverse version).

donT use the logo on heterogeneous backgrounds that disturb the logos readability.

donT change the color of any element of the logo. Use only the versions specified in these guidelines.

Clear space around the logo

donT use logo elements apart from the others.

donT distort the logo in any way.

donT alter the relationships between the elements of the logo.

15 mm Minimum size

Colour palette
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Colour palette
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COLOUR PALETTE: Print

COLOUR PALETTE: Screen/Web

GrEEn CMyK GrAdIEnT

50C 0M 100Y 0K 85C 10M 100Y 10K

SIlVEr CMyK GrAdIEnT 1

0C 0M 0Y 55K 0C 0M 0Y 13K 0C 0M 0Y 47K

SIlVEr CMyK GrAdIEnT 2

0C 0M 0Y 55K 0C 0M 0Y 13K 0C 0M 0Y 47K

GrEEn rGb/wEb GrAdIEnT

141R 198G 63B (#8CC63E) 0R 148G 68B (#009344)

SIlVEr rGb/wEb GrAdIEnT 1

138R 140G 142B (#898b8E) 224R 225G 226B (#dfE0E2) 153R 155G 158B (#999b9d)

SIlVEr rGb/wEb GrAdIEnT 2

138R 140G 142B (#b3b5b7) 243R 244G 244B (#f3f3f4) 213R 215G 216B (#d5d6d8)

GrEEn CMyK full

55C 0M 100Y

GrEy CMyK full

0C 0M 0Y 47K

blACK CMyK full

0C 0M 0Y 100K

GrEEn rGb/wEb full

127R 192G 66B (#7EC041)

GrEy rGb/wEb full

153R 155G 158B (#999b9d)

blACK rGb/wEb full

0R 0G 0B (#000000)

GrEEn PAnTonE
Pantone 7488C

SIlVEr PAnTonE
Pantone 877C (Silver)

blACK PAnTonE
Pantone black C

Elements of consistency
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Elements of consistecy
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ELEMENTS OF CONSISTENCy: Star halftone

The star halftone is an element of consistency that appears on all brand media. There are two versions of elements of consistency: green (ESTAR solid green) & black. Elements of consistency should take up 8-12% of the work area's height, both on top and bottom part, in a continuous way.

ELEMENTS OF CONSISTENCy: Skewed rectangles

The additional elements of consistency, appearing both in the masterbrand logo itself and independently, are skewed rectangles, in generic ESTAr colors (primarily in ESTAR green: gradient or solid). The recommended positioning of the skewed rectangles remains as on brandguidelines master page spread - with main, gradient green coloured rectangle appearing on the top, underneath the star halftone and the smaller (75% height), solid green coloured rectangle below. The angle of the skew is 63 / -63. On the left-hand page the rectangles are skewed towards right. On the righthand page the rectangles are skewed towards left.

8-12% x

The skewed rectangles serve primarily as a background for claims and other important information. Other positioning of rectangles and their multiplications are acceptable as long as they build up a consistent structure of the design.
8-12% x

63

Taste extensions
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Taste extensions
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TASTE EXTENSIONS: ESTAR Cola logo Basic version

To be used on black or dark backgrounds.

TASTE EXTENSIONS: ESTAR Cola colour palette

In the case of ESTAR taste extensions, the elements appearing in the generic version in the shades of green have their colour changed according to the specific taste (e.g. the distinguishing colour ESTAR Cola is red). The same applies to the elements of consistency, i.e. for ESTAR Cola designs both star halftones and skewed rectangles should be red-coloured, as specified below. other generic colours (shades of grey, silver & black) remain unchanged, according to the generic specifications.

rEd GrAdIEnT
CMyK: 0C 100M 100Y 0K 13C 100M 100Y 24K

rEd PrInT
CMyK: 0C 100M 100Y 0K PAnTonE: PANTONE rEd 032C

rEd SCrEEn/wEb
R237 G28 B36 (#Ed1C24)

Inverse version
To be used on bright backgrounds.

rGb: 237R 28G 36B (#Ed1C24) 169R 24G 28B (#A9181C)

Taste extensions
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Taste extensions
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TASTE EXTENSIONS: ESTAR Orange logo Basic version

To be used on black or dark backgrounds.

TASTE EXTENSIONS: ESTAR Orange colour palette

ESTAR Orange color palette should be applied to all the ESTAR Orange designs, as in the case of other taste extensions.

orAnGE GrAdIEnT
CMyK: 0C 30M 100Y 0K 0C 41M 100Y 10K rGb: 253R 185G 19B (#fdb813) 226R 149G 24B (#E29517)

orAnGE PrInT
CMyK: 0C 30M 100Y 0K PAnTonE: PANTONE 1235C

orAnGE SCrEEn/wEb
R253 G185 B19 (#fdb813)

Inverse version
To be used on bright backgrounds.

Typography
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Typography
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TyPOGRAPhy: Design & subsidiary font families

The primary ESTAR design font family is neoTech. As the font does not provide many glyphs and multilingual versions, Helvetica (or Arial when Helvetica is not available) is used as a subsidiary font family. nEoTECH fONT fAMIlY abcdefghijklmnoprstuvwxyz ABCDEFGHIJKLMNOPRSTUVWXYZ 0123456789&()*
NeoTech Light

TyPOGRAPhy: Subsidiary font families

HElVETICA fONT fAMIlY abcdefghijklmnoprstuvwxyz ABCDEFGHIJKLMNOPRSTUVWXYZ 0123456789&()*
helvetica Light

abcdefghijklmnoprstuvwxyz ABCDEFGHIJKLMNOPRSTUVWXYZ 0123456789&()*

helvetica Light Oblique

abcdefghijklmnoprstuvwxyz ABCDEFGHIJKLMNOPRSTUVWXYZ 0123456789&(((

NeoTech Light Italic

abcdefghijklmnoprstuvwxyz ABCDEFGHIJKLMNOPRSTUVWXYZ 0123456789!$%&()*

helvetica Regular

abcdefghijklmnoprstuvwxyz ABCDEFGHIJKLMNOPRSTUVWXYZ 0123456789&()

helvetica Oblique

abcdefghijklmnoprstuvwxyz ABCDEfGHIJKlMNOPRSTUVWXYZ 0123456789!$%&()*

NeoTech Regular

abcdefghijklmnoprstuvwxyz ABCDEFGHIJKLMNOPRSTUVWXYZ 0123456789&()

NeoTech Regular Italic

abcdefghijklmnoprstuvwxyz ABCDEFGHIJKLMNOPRSTUVWXYZ 0123456789&()*

helvetica Bold

abcdefghijklmnoprstuvwxyz ABCDEFGHIJKLMNOPRSTUVWXYZ 0123456789&()

helvetica Bold Oblique

abcdefghijklmnoprstuvwxyz ABCDEFGhIJKLMNOPRSTUVWXyZ 0123456789&()*

NeoTech Medium

abcdefghijklmnoprstuvwxyz ABCDEFGHIJKLMNOPRSTUVWXYZ 0123456789&()

NeoTech Medium Italic

ArIAl fONT fAMIlY abcdefghijklmnoprstuvwxyz ABCDEFGHIJKLMNOPRSTUVWXYZ 0123456789&()*

Arial Regular

abcdefghijklmnoprstuvwxyz AbCdEfGHIJKlMnoPrSTuVwxyZ 0123456789&()*

NeoTech Bold

abcdefghijklmnoprstuvwxyz ABCDEFGHIJKLMNOPRSTUVWXYZ 0123456789&()

NeoTech Bold Italic

abcdefghijklmnoprstuvwxyz ABCDEFGHIJKLMNOPRSTUVWXYZ 0123456789&()*

Arial Regular Italic

abcdefghijklmnoprstuvwxyz ABCDEFGHIJKLMNOPRSTUVWXYZ 0123456789&()*

NeoTech Black

abcdefghijklmnoprstuvwxyz ABCDEFGHIJKLMNOPRSTUVWXYZ 0123456789&()

NeoTech Black Italic

abcdefghijklmnoprstuvwxyz ABCDEFGHIJKLMNOPRSTUVWXYZ 0123456789!$%&()*

Arial Bold

abcdefghijklmnoprstuvwxyz ABCDEFGHIJKLMNOPRSTUVWXYZ 0123456789&()

Arial Bold Italic