Identity Manual Puratos

Identity Guide
1st release - July 2011
Table of content
About Puratos
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Brand Portal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Vision, mission and positioning . . . . . . . . . . . . . . . . 10 Puratos Magic: principles & values . . . . . . . . . . . . . . 12 What Puratos stands for . . . . . . . . . . . . . . . . . . . . . . 14 Spokespeople corporate communication . . . . . . . . 16
Corporate communication Chapter 1: Building blocks

Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Corporate colours . . . . . . . . . . . . . . . . . . . . . . . . . 24 Corporate gradients . . . . . . . . . . . . . . . . . . . . . . . 26 Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 Tone of voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 Imagery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Brand block . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 Brand block elements used as graphical elements . . . . . . . . . . . . . . . . . 46 Cover ribbon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48 Signature block . . . . . . . . . . . . . . . . . . . . . . . . . . . 50 Document grid . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
Products and concepts communication Chapter 3 : About our brands

Brands and concepts . . . . . . . . . . . . . . . . . . . . . . . 92 Brand architecture + Brand policy . . . . . . . . . . . 94
Chapter 4 : Building block

Products and concepts colours . . . . . . . . . . . . . 102 Concept patch . . . . . . . . . . . . . . . . . . . . . . . . . . 104 Products and concepts signature block . . . . . 106 Product sheet . . . . . . . . . . . . . . . . . . . . . . . . . . . 108 Recipe page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110
Chapter 5 : Packaging
Packaging layout for bags . . . . . . . . . . . . . . . . . 114 Labelling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118 Packaging of priority brand . . . . . . . . . . . . . . . . 120
Chapter 2: Applications
Corporate signage + building . . . . . . . . . . . . . . . . 58 Decoration kit + flags . . . . . . . . . . . . . . . . . . . . . . 60 Vehicles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62 Promotional items . . . . . . . . . . . . . . . . . . . . . . . . 64 Recruitment advertising . . . . . . . . . . . . . . . . . . . 66 Stationary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68 Powerpoint . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70 Corporate brochures . . . . . . . . . . . . . . . . . . . . . . 72 These guidelines have been conceived in A4 format. On the Brand platform you will find US and Asian formats too. Online . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74 Online banners . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 External newsletters . . . . . . . . . . . . . . . . . . . . . . . 82 Seminars and events toolkit . . . . . . . . . . . . . . . . 84 Public Relations and the Puratos boiler-plate . . . . . . . . . . . . . . . . . . . . 86 Internal communication material Internal magazines . . . . . . . . . . . . . . . . . . . . . . . 88 Other internal communication . . . . . . . . . . . . . . 89
Puratos Company Identity Guide
About Puratos
The Puratos corporate guidelines have changed several times since the company was founded in 1919. These identity guidelines explain in detail what the new corporate identity components are and how you can use them when writing and creating materials for Puratos.
Introduction
To help those people involved in our communication, a new visual identity guide has been created. It contains all the necessary elements and templates to build a consistent and strong image of Puratos, one that communicates that we are indeed reliable partners in innovation. It is clear that one Puratos identity across the world is more important than ever these days, especially in a world of information overload and scattered communication channels. It is important therefore that these guidelines are respected and followed. Puratos is a global company, and close to customers and consumers everywhere. Our pictures therefore show people from many different cultures around the world. Puratos is a passionate company, and so it is quite logical that a palette of warm colours has been used. Puratos is a company looking for perfection in everything it does, this is best illustrated in the perfection and authenticity of the finished product pictures. It further confirms how Puratos are experts in bakery, patisserie and chocolate. The Group Communication Team
Brand Portal
The Brand Portal is there to help everyone involved in Puratos communication. It contains everything needed to create visual consistency wherever you are in the world.
The Brand Portal is an intranet site linked to the Adam database. It has been conceived with maximum user friendliness so that you can create new communication material (brochures, flyers, banners, etc.). Not only will you easily find what you are looking for but youll be able to see what your colleagues have done in other countries on similar subjects. We hope youll find this inspiring. We firmly believe that sharing of best practices is the best way to boost creativity in all Puratos companies and reach new heights. The aim, over time, is to build up a complete database of ideas and realisations thanks to the talent, creativity and contribution of everyone. If you dont find what you need, you will be able to create what you want and add it to the system for the future benefit of others.
brandportal.puratos.com
When you have a brilliant idea to improve one or several of the Puratos brand portal functionalities, do not hesitate to contact us at brandportal@puratos.com. Your thoughts are really appreciated!
Confidentiality agreement: External parties have the permission to use Puratos name, logos and house style only after signing a confidentiality agreement. Note: this agreement needs to be renewed each year. You will find this document on the Brand Portal or contact us at brandportal@puratos.com.
Vision, mission, positioning
Vision
(The way a company perceives theworld surrounding it, while setting up alongterm visionary direction for its business.)
We believe that people will attach more and more importance to the quality of their food in the future.
Therefore we are committed to offering products that combine taste and nutritional value and, as a result, contribute to consumers health and eating pleasure, in the most convenient way.
Mission
(The role the company plays to make its vision come true.)
NUTRITION
HEALTH
At Puratos, we are close to customers and consumers everywhere. We turn technologies and experiences from food cultures around the world into new opportunities to help customers be more successful with their business.
PLEASURE
CONVENIENCE
TASTE
Positioning
(A relevant, unique and concise company promise.)
Reliable partners in innovation
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Puratos Magic: principles & values
Throughout the years, we have developed a magic Puratos way of acting, based on trust.
Trust gave us the strength to create our vision and trust in our vision inspires our actions so that our customers can have trust in our company and in its people. Trust means being able to rely on each other; to be convinced that the other is willing and able to do what is expected, while respecting the rules that have been agreed upon.
To know how to act, we have six guiding lights at our disposal: thePuratos values.

Inspire
Being trusted makes you stronger. It allows us to challenge each other to go beyond what we believe is possible. As a result, we inspire our customers to go further, helping them to make innovative products and to build their business.
Align
When people and teams know they can trust each other, they will truly capitalize on each others strengths and join forces to achieve our common goal.
Unleash talents
Managers and colleagues guide and encourage people to their best performance, in a very entrepreneurial way, with a clear focus. So that each and everyones talents can flourish.
Team spirit
Team spirit is an essential part of the way we do business. We believe that the whole exceeds the sum of the parts. Put simply, by working together we can achieve more and have more fun.
Passion
With great passion, we help our customers to grow their business through new ideas. With great passion we create a working environment that stimulates people to develop, and rewards their enthusiasm with trust and support.
Ethics
In everything we do, ethics drive our decisions. Being true to our conscience, maintaining our professional standards, honouring our commitments and assuring absolute food safety.
Courage
Passion is nothing without courage. Seizing opportunities requires a certain amount of bravery: never be afraid to try new things.
Interdependence
We are convinced that the actions and results of one team can influence all the other Puratos teams. Working interdependently means that we understand and recognize the role everyone plays in the organization and consult and involve them into our way of moving things forward.
Improve continuously
We are driven by our desire to
Quality
Getting it right first time, every time and always looking to improve. Theres no better expression of our daily drive for quality.
Vision
Innovation requires vision. The vision to build on experience. To search eagerly for new horizons. And to help our customers to prepare for an ever-changing future.
Build consensus
Sharing thoughts, generating ideas is a prerequisite to build consensus. Only solutions that are understood and supported by each member of the team can have a long-lasting effect.
continuously improve. As a member of the Group that invented the complete improver, we know better than others that improvement is a continuous process touching all facets of our activities. Generation and implementation of ideas are key to our future.
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What Puratos stands for
The nine words on these two pages summarize what Puratos stands for. These words capture the essence of who we are* and how we want to be perceived. As such, they also form the basis for our brand identity and our communication.
Inspiration
First, we get inspired by our customers who challenge us to go beyond what we believe is possible. Then, we inspire our customers to make innovative products and to build their business.
Food culture
We want to fully grasp what makes local food unique. We integrate elements from different cultures into new ideas and
Reliability
We develop reliable, original and innovative ingredients, technologies and solutions that help to give our customers absolute peace of mind.
Close to you
We understand and respect local food culture. We listen to consumers and customers; we work with local people and produce locally. We adapt our products to local taste; and we bring the rich variety of local food culture to the world.
concepts. In everything we do, we attach a lot of importance to the nutritional value of food, around the world.
Innovation
We continuously improve the quality of our offer and create new solutions that anticipate future needs. Our technological innovations
Specialist
in bakery/patisserie/chocolate Building on our long history, we know how to combine tradition with technology. We are a specialist in
guaranteed by our R&D always focus on the long term in a way that is sustainable.
Passion
At Puratos, everyone is truly passionate. It is in our blood, in our DNA. And we share this passion with our customers, who love to make nutritious, tasty food for the community they live in.
Global
We are a worldwide company with global ideas and global people: present around the world, yet always adapted to the local situation.
the market, offering a wide range of ingredients, solutions and services to artisans, industry, supermarkets and food service.
Solution
We have the know how of the interactions between different technologies. We are versatile, adapting our technologies, our processes and our products to each type of customer. We are a solution provider.
* This is the outcome of a survey conducted amongst our colleagues and customers in the world. 14
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Spokespeople corporate communication
These eight people from around the world consumers, customers, Puratos employees are our spokespeople who spread our corporate message through testimonials.
Note: if it is necessary to use other spokespeople for a specific product or concept in your country, contactthe Group Communication Department at brandportal@puratos.com.
Filled sweet bun
Fine patisserie
Ciabatta
Rye bread
Muffins
Decorated cake
Chocolate pralines
Flatbread
Mr Feng
Production Manager Bakery Industry, Asia
Jun
Consumer, Asia
Marco
Artisan Baker, Southern Europe
Marina
Puratos R&D Supervisor, Eastern Europe
Michael
Consumer, NorthAmerica
Elena
Supermarket Pastry-Chef, Latin America
Robert
Technical Adviser Puratos Western Europe
Imad
Bakery Plant Manager, Middle East
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Corporate communication
Building blocks
A visual identity is built by combining several elements: logo, colour palette, graphic elements, and so on. Once we use these elements consistently, our Group will become easier to recognize and as a result stronger and more appreciated.
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Logo
The Puratos logo is an expression of what the company stands for and the value brought to our customers. It also contains an image of the Unicorn, a symbol of ethical behaviour and courage.
Safety margin No text or image should appear within the area of the safety margin.
Logo elements
1 Name The word Puratos is written in lower case letters, with a capital P. On no account should it be written in upper case. The name (as a logo) should never be used on its own. The name is set in PMS 491 (reddish brown). 2 Unicorn The Puratos Unicorn is a fixed element in the logo. It can also be used on its own. Unlike in the past, there is now only one version of the Unicorn to be used, the small version. The Unicorn is set in PMS 1245 (warm ochre). 3 Tagline The tagline is an integral part of the Puratos logo. In other words: the logo is never used without the tagline, except on packaging. However, the tagline in itself can be used separately. The tagline is always aligned to the width of the Puratos logo. The tagline can be translated into other languages with agreement of both the country and headquarters. The tagline is set in PMS 1245 (warm ochre). 3 1 2
Colour variations
a. Positive on white background Thedefault version of the logo is in two colours: Unicorn and tagline in warm ochre and Puratos in reddish brown. b. Negative on predefined corporate colours For use on our predefined corporate colours. Pay attention to the fact that the Unicorn must be positioned in the darker part of the gradient to create enough contrast. c. Black or reddish brown (PMS 491) on white background We use black only if colour is not possible (newspaper, faxes, etc). Note that only this black version is allowed converting a logo to greyscale is not permitted. Reddish brown is for exceptional use only: when we can use only one colour on white, such as when we have to use the logo on white merchandising objects and two colours is not an option. d. White For use in black and white printing, on a black or a dark grey background. It can also be used in merchandising objects, when the use of two colours is not possible.
Logo on packaging
e. Packaging logo without tagline Strictly for use on packaging.
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Language variations
As an international company, English is our common language. By default, we use the logo with the English tagline. However, as we always go the extra mile to be close to you, our tagline has been translated in many languages, so people around the world can easily understand what we stand for. It speaks for itself that logos with translated tagline are only to be used in the appropriate local markets.
Donts
The logo cannot be altered, modified or distorted in any way: no italics, no colour changes, no rotations, etc. Only use official versions provided by headquarters. Avoid using the logo on a dark or busy background. The logo should never be put over a picture.
The Puratos Unicorn
The Unicorn can be used on its own as an element of communication / decoration. However, there are some limitations to
its use: The Unicorn can be used in warm ochre or white. If you need to use the
Puratos
Unicorn in another colour, contact the Group Communication Department at brandportal@puratos.com The opacity (i.e. the degree to which an image will obscure the background; opposite: transparency or translucency) of the Unicorn can be changed, when the Unicorn is used as a decorative element, as a background, The Unicorn cannot be cropped or altered in any other way.
Technical versions
Logo, Unicorn and tagline are available for different uses: full colour When a new language version needs to be made, please contact the Group Communication Department at brandportal@puratos.com. printing, spot colour printing, web, etc.
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Corporate colours
Just like images, the choice of colours are a strong way to convey emotion. Colours create atmosphere and influence moods. This makes them a powerful tool in communication. For all our company communication, we have chosen a lively but limited range of strong, warm colours that truly reflect the Puratos personality.
Caution Our colours can be used in the following tints: 80%, 60%, 40% and 20%. The colours in this document are only an indication. Always use a Pantone (PMS) or RAL guide to have a reliable reference. Bear in mind that RAL colours are never exactly the same as the corresponding print colours. When creating MS Office documents, use RGB colours. But be aware that colours might differ according to the printer.
Avoid overuse When used as background, do not mix too many colours in the same document. A chapter within a longer document (e.g. a brochure) should only have one accent/background colour. So use the same colour for background and accents within the same chapter.
Logo and corporate lines colours

The Puratos warm ochre and reddish brown are used in the Puratos logo and the warm ochre, reddish brown and dark brown are used in the Puratos lines one of our graphical elements (see p 46) The Puratos grey can be used for text. Use this colour with care, as too much grey easily becomes dull.
PMS 491 CMYK 0 - 79 - 100 - 52 RGB 137 - 51 - 0 RAL 8004 Kupferbraun
Corporate colours and gradients

Puratos reddishbrown Puratos warm ochre Puratos orange Corporate colours 80% These three bright colours Puratos orange, Puratos red and Puratos pink allow you to highlight 60% certain information and they give you a broad enough palette to introduce sufficient variation and liveliness in our document. We are passionate: so, 40%
PMS 1245 CMYK 0 - 28 - 100 - 18 RGB 217 - 165 - 0
80%
80%
60%
60%
40%
PMS 152 CMYK 0 - 60 - 100 - 0 RGB 240 - 125 - 0 RAL 2011 Tieforange
40%
our layouts should communicate this passion. For most applications, it is wise not to use more than one of these colours (combined with its derived gradient) on any one page. Note that for corporate Puratos pink documents, we use orange as the main colour.
20%
RAL 1005 Honiggelb
20%
20%
Puratos dark brown
80%
Puratos grey
80%
Puratos red
80%
80%
60%
60%
60%
60%
Colour guidelines for products: see p. 102
PMS 498 CMYK 30 - 90 - 100 - 52 RGB 109 - 35 - 10 RAL 8012 Rotbraun
40%
PMS 425 CMYK 0 - 0 - 0 - 75 RGB 100 - 100 - 100 RAL 9007 / 7036
40%
PMS 186 CMYK 2 - 100 - 80 - 2 RGB 222 - 5 - 45 RAL 3027 Himbeer
40%
PMS 226 CMYK 0 - 100 - 10 - 0 RGB 229 - 0 - 117 RAL 4010 Telemagent
40%
20%
20%
20%
20%
Gold
80%
60% Important note: In corporate documents, the Puratos orange Colour guidelines for signage and buildings: see p. 58
PMS 871
40%
(and its gradient) must always be the main colour, especially on covers, as this will heighten brand recognition.
20%
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Corporate gradients
Creating the corporate gradients
The base of our visual identity are three corporate colour gradients based on the three corporate colours. These gradients are an integral part of both the brand block and the wave. The latter is one of our graphical elements (see p 46). These gradients can also be used as a background in print materials.
In most cases, you can use the provided template gradient files as images to fill your shapes with the appropriate gradient. However,should you wish to reconstruct the gradients, heres how to recreate them in Adobe software programs, such as Illustrator. Common elements for all three corporate gradients As a general rule, all gradients are radial, centering at the edge of the element (though some exceptions to this rule can occur). Theyalways use two colours, one base colour and one darker colour. The base colour is one of our Puratos corporate colours (Puratos Orange, Puratos Red or Puratos Pink) and the darker colour is specific for each gradient. Pay attention to the Gradient Slider located on the top of the Gradient Settings box: it is located at 65%, near the darkest of the two colours in the gradient. Note:never use these dark colours in this gradient as a solid fill colour: they are to be used exclusively in these three gradients.
Puratos orange gradient
Puratos red gradient
Puratos pink gradient
Our Puratos Orange gradient ranges from the

Puratos Orange (CMYK 0 - 60 - 100 - 0) to a specific dark red (CMYK 0 - 100 - 100 - 50).
from CMYK 0 - 60 - 100 - 0 to CMYK 0 - 100 - 100 - 50
from CMYK 2 - 100 - 80 - 2 to CMYK 20 - 100 - 100 - 45
from CMYK 0 - 100 - 10 - 0 to CMYK 0 - 100 - 100 - 50
Our Puratos Red gradient ranges from the Use of the orange gradient The orange gradient is the main ingredient in our external corporate communication. The two other gradients can be used as an alternative for example to better fit with a certain picture or to differentiate content. As a general rule, use the Puratos orange as the main colour in external communication; cover and back cover slide of a Powerpoint presentation, Vision and Infocus, cover/back cover of a corporate leaflet, Red and pink colours and their gradients can have a supportive role, such as interior slides and pages of a document, in pie charts, For internal communication, the Puratos red and pink can be used as a main colour for a document. For example, Puratos pink for our Unicorn magazine and Puratos red for the U-team magazine.
Quatres tonnes dans les embouteillages p5 La journe gros pull ou comment consommer mois dnergie p11 Hier et aujourdhui Raymond Dome & Thierry Meunier p22
Puratos Red (CMYK 2 - 100 - 80 - 2) to a specific even

Lorem ipsem dolor
Non Isiscilit vullan
darker red (CMYK 20 - 100 - 100 - 45).
unicorn
MAGAZINE
Le magazine trimestriel pour et par les employs du groupe Puratos. january 2010
u-team
M AGAZINE MAGAZINE
The Quarterly magazine of the Puratos Group for U-team members worldwide Puratos Group Management News April 2010
Our Puratos Pink gradient ranges from the

Puratos Pink (CMYK 0 - 100 - 10 - 0) to a specific dark red (CMYK 0 - 100 - 100 - 50).
DOSSIER
EFFICIENCY
Improving
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Typography
Note: for language indications please use EECLH-font (for example: , ,)
Our company fonts are Sansa Std and Karmina. Note that Karmina is available in many languages, while Sansa Std is only available as a Latin font. In languages where the Sansa type family is not available, please check the font list on the Brand Portal.
Try to avoid splitting words over two lines.
Note: external partners have to purchase these fonts themselves. They are available as Open Type fonts on www.fontshop.com. For the Sansa font family, please choose Sansa Std and for the Market family, please choose MarketOT.
Professional design applications

Sansa Std Use Sansa Std for all texts that need emphasis such as headlines, introductory texts, captions and quotes. Sansa Std Light should only be used for large headlines as the lines are too fragile for small print. All Sansa Std versions must be kerned Optical, as InDesign default setting Metrics gives poor results.
Light Light italic Normal Normal italic Semibold Semibold italic Bold Bold italic
Microsoft Office applications
abc123
abc123 abc123
Optical Metrics
Arial In Microsoft Office, we can use Arial instead of Sansa Std for headlines and tables.
Regular Italic Bold Bold Italic
abc123
Constantia In Microsoft Office, we use Constantia for body copy. It is the default font used in Puratos Office documents, and is widely available.
abc123
abc123
Karmina Always use Karmina for bodycopy, as Karmina guarantees great legibility and even works perfectly in small reproduction sizes. For sizes below 5 pt, use the Sansa.
Regular Italic Bold
MarketOT On some occasions, we want to give a text a personal feel, showing that we are truly close to the reader.
abc123 abc123
Web fonts
Verdana
For headlines and short texts on the web, we use Verdana, which is available to most browsers.
Georgia
Because of its excellent legibility, we use Georgia for body copy on the web. Georgia is a web-safe font available to most browsers.
abc123
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Tone of voice
How we say something is as important as what we say. Here are some guidelines to our typical Puratos style of saying something, to help you create texts in this style. This applies to both external and internal communication documents.
Note: our identity is more than just our look & feel. It is also what we say and how we say it!
Keep it simple
Our texts need to be accessible. By keeping them simple, the texts will be both easier to read and easier to understand. Sentences should be shorter rather than longer, and there just shouldnt be too many complicated words. Remember our customers are looking for pragmatic solutions simply said. A poor example: In 1919, Puratos started in a garage, and has since gone on to become a worldwide specialist in bakery, patisserie and chocolate, offering a wide range of ingredients, solutions and services to artisans, industry, supermarkets and food services. Good examples: At Puratos, weve been making and sharing ingredients, technologies and solutions for bakers, patissiers and chocolatiers since 1919. Our aim is to offer reliable solutions that will inspire our customers to delight their consumers. The result? More creativity, a gain of time and delighted consumers.
Be sincere and interesting

Honest sincere communication is an essential part of the Puratos way: no pretension, no airs and graces and no implied untruths. We need to find ways of making our texts interesting without overpromising or going overboard. Our sales texts should offer something positive for the reader, particularly focussing on the benefit to them. Our texts should be inspirational and truthful. The aim is that the fundamental value of our ideas will make the difference. A poor example: Our cake mixes are super simple and quick to use, and youll be truly amazed at the result. In an instant, youll have made the best tasting cakes in the world. Good examples: Our ingredients cover all elements of patisserie, and help clients master the interactions between base, filling and decoration. Little by little weve opened offices and production facilities in all four corners of the globe. We believe that by better understanding the different cultures we work in, we can produce better products that fit with their lifestyle and habits.
Be relevant
Never forget that you are talking to professionals who are interested in facts and new ideas. Always ask yourselves, what value does my text offer the reader? Will she/he find something interesting there? Youll find that by rereading your texts out aloud, you can better judge the flow, and youll hear where a sentence or paragraph needs to be rewritten. Above all, dont write anything you wouldnt want to hear being addressed to yourself. A poor example: The Puratos Sensobus is a 32-ton lorry with a specially adapted trailer on the back. Equipped with a nice kitchenette, a large office space and a series of eating booths for the consumer testers - its a great place to find out what the local consumers think of your products. Good examples: Add in another Puratos exclusive, Acti-Fresh, and you have the ingredient that guarantees your cakes will remain soft whatever the length of the supply chain. Miroir can be used cold as it becomes liquid when stirred, and it sets when placed on the bavarois or entremets. Combining nutritional and health benefits with great taste, the Puravita mixes make it easier for bakers to offer a full range of healthier breads and rolls that taste great and can be enjoyed by the whole family.
Be enthusiastic
This is perhaps another way of saying: be passionate. There should be a sense of joy in the texts we write, whether its an e-mail or a corporate brochure. The reader should feel that you have been smiling when you wrote the story. We are allowed to get excited, but not silly! By all means show your commitment, but stay with your feet on the ground! A poor example: Were excited about our innovation pipeline and were sure you will be too. Good examples: The new Softr Melting technology is perfect for long shelf life products like ... Our ambition is to inspire our customers, just as they inspire us. Passionate about chocolate, Puratos is at the forefront of new innovations - especially when it comes to taste.
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Imagery
We want to be close to people. Close means that we understand our customers and their consumers. In our pictures we, therefore, show believable (genuine) people. Not overdressed; not too made up. Always try to shoot in real, natural surroundings. You can always subtly add elements that will support and enhance the local feel of the scene.
Photography approaches
We have defined five imagery approaches, each zooming in on one specific element. Combining these different kinds of pictures will communicate a lively image of our company. 2 Our business environment People + business environment 3 People (spokespeople) portraits People representing employees, customers and consumers 4 Products and packshots Specific, final food products or our Packagings 5 Food essence Specific food + environment 4 5 1 Enjoying food People + specific or unspecific food + environment
Note: If it is necessary to use another spokespeople picture for a specific product or concept in your country, please contact the Group Communication Department at brandportal@puratos.com.
Note: We can use pictures of people only after their written approval. Request a copy of our official approval document at brandportal@puratos.com. Also, each time we work with a photographer or model agency we should use a specific contract. This contract can be obtained at brandportal@puratos.com as well.
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1. Enjoying food
Once our communication zooms in on our experience and solutions in bakery, patisserie and chocolate, our imagery must become more specific as well. Show people or groups of people enjoying food (made with Puratos products) in all kinds of circumstances: a daily meal, a party, on-the-go, Focus on the people and on their emotion as well as on the food. People and food should be a whole. All images must be lively, warm, human: showing a real interest in the life and food culture of the people. Choose a reportage style of photography. Pictures although they should be carefully prepared must always have a fresh, spontaneous snapshot feeling. Casting, styling and props help to communicate the essence of the local food culture. Make intelligent use of depth of field to create focus and to layer your visual communication. Some blur is allowed as this can add to the realism of the image.
Donts
> focus on the emotion and not on the scene > use depth of field to separate the subject > show peoples faces, not just their hands > focus on emotions, not the scene
> beware of displaying fake emotions > create a lively scene in a real environment
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2. Our business environment

Customers at work, enjoying their own products, in our core markets: artisan, industry, supermarket, food services. Picture the pride they feel about what they have to offer. For customer portraits, preferably use people models (instead of real customers) that look genuine, true to life. In this case, a documentary feel is definitely appropriate. If possible, show people in action. Always go for (fairly) close pictures of people. Focus on details. Do not use pictures that (try to) give an overview of e.g. an entire production hall. To illustrate an entire production process, use a series of close-ups, so that we always remain close to people. Styling: show respect for (local) clothing habits and regulations. People must be correctly dressed. This proves that we are close to people everywhere. Note: We can show people only after their written approval. Request a copy of our official approval document at brandportal@puratos.com. If images are taken in a real customer environment, you also need their written approval for use of the location.
Donts
> always show both people and products
> picture real and properly dressed people
> focus on at least one person
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3. Spokespeople portraits
Companies dont talk with passion; only people can. In our corporate communication, there are eight spokespeople conveying our messages. Representing Puratos employees, customers and consumers, they talk about what food, Puratos and the companys products and solutions mean to them. Their stories are meaningful and can be about things like fond memories, ambitions, experiences They are either shown all together, or separately. When using just one spokesperson, make sure to mention his/her name, function and which part of the world they originate from (Western Europe, North America, Asia...), together with a quote. The eight corporate spokespeople need to keep their predefined identity; Marco will always be Marco, an artisan baker from Southern Europe ... but as an artisan baker he could talk about fine patisserie or real Belgian chocolate. Should you need to replace one of the eight spokespeople with a new, local one - please keep these guidelines in mind: Choose people (models) that look like genuine people from around the world: customers, consumers or employees. Style: colourful, upfront and authentic. The spokespeople should look straight into the lens: confident, relaxed, positive. Styling: sufficient variety in style and colour. Avoid distracting prints on clothing for example. Make sure the lighting matches the existing spokespeople so that the new person blends in perfectly. For your convenience, a number of portraits are available. If after reviewing the options you feel that, for your country, you need to shoot (a) specific portrait(s), you are allowed to do so. You must, however, always consult with the Group Communication Department before starting photography. Note that all our spokespeople should be models, not employees working for Puratos. Stphane Leroux is the only exception to this rule.
Donts
> no distracting dress > avoid unnatural poses > dont let the model look away > appear confident and positive
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4. Products and packshots

We show end/finished products (the end result of what our Puratos products help to achieve) as well as Puratos ingredient packaging. Food must be photographed from the most appropriate angle for that specific food item, on a white background. It is evident that all food must always be premium quality and look very tasty. Always shoot products separately. This allows you to put different products together later, if necessary. Shadows must feel natural. Make sure that shadows match when you combine several product pictures.
Donts
> do not create fake shadows > display products in perfect condition only
> do not add accessories to the scene > dont combine too many products
> product must be in perfect shape > use light to create depth in your picture
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5. Food essence
These are natural, intimate still life compositions that focus on specific food products, with people enjoying them. However, the presence of the people is only suggested (e.g. a piece of cake is cut or half-eaten, bread with a hot cup of coffee next to it, etc.). Never show people in these pictures, but human elements must be present. Accidental details help to make these pictures real: some crumbs on the table; natural, local attributes. Show the food in a real environment. Although these are still life pictures, make sure to keep them fresh. Make absolutely sure that the finished food products look perfect.
Donts
> go for an interesting perspective > add human elements to the scene
> pay attention to proper lighting > make sure the presence of people is felt
> go for a real life situation > dont combine too many elements
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Brand block = wave + corporate lines + logo
Brand block variations

Brand block colours The brand block is to be used in orange on all single sheet company communication (e.g.: a poster; a leaflet; on all cover pages and slides;...).
The brand block is used to facilitate the readability of the logo and to help structure a page or to highlight the main elements in a document.
For internal corporate communication, we can alternate.
Position on a page Because the brand block has been designed for an A4 double page spread, we cannot place the left part of the wave on a right page, and we cannot place the right part of the wave on a left page. Neither can we mirror the wave. This means that on a right page, the Puratos logo is at the bottom right, but on a left page the logo will always be at the top left. On internal double page spreads, the brand block can be placed either at the bottom or at the top.
1 2 3 4 An official version also exists for an A5 double page spread, where the wave and lines become smaller than the logo. For sizes larger than a double A4, enlarge everything proportionally. The corporate brand block contains: 1 2 3 4 the Puratos wave with brown boundary line the corporate lines the Puratos logo one of the Puratos gradients. For three A4 pages: use the special version of the brand block For colours see p 24-25 The brand block is to be used on all single sheet company communication (e.g.: a poster; a leaflet; on all cover pages and slides;). Inside of brochures, it must be used sparingly. The brand block must always be used with its matching set of corporate lines. It can only be used horizontally, in a bottom and a top version. It can never be deformed in any way. Note: in our corporate documents orange (and its corresponding gradient) should be the main colour. Other than that, you are free to choose a colour that Greyscale version When colour printing is not possible, such as in newspaper printing, a greyscale version is used. best meets your needs. Do not associate colours with a specific business unit: the colours should have no specific associations. that has been especially made for a triple A4 page spread. Landscape and portrait use The Puratos brand block can be used in its entirety on spreads and other landscape applications. In vertical (or portrait) formats, we use only half of the brand block: when used at the bottom, we use the right half of the bottom brand block, and when used at the top, we use the left half of the top brand block.
A4 spread A5 spread A4 triple spread
Other formats
As an exception to this rule, a special version of the brand block has been made for a triple A4 page spread
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Brand block elements used as graphical elements

Wave with boundary line The wave can be used on its own as a graphical element. Never apply more than one wave on a page. On a tri-fold brochure, you are allowed to spread the wave over all three pages.
Elements from the brand block can be used as graphical elements to separate imagery, text or colour areas,
Proeven van Boedapest 4
Filip Arnaut, R&D director nous le conrme: Nous tions conscients de cette image et nous voulions y remdier. En eet, le labo est intiment li la croissance de Puratos et linnovation est un travail dquipe qui, dirents stades, dpasse le cadre du laboratoire. Cest la raison pour laquelle nous avons estim important que le Research Center et lInnovation Center forment une entit visuelle et soient aussi accueillants. Une premire initiative dans ce sens a t la modernisation du couloir central et des bureaux. Les murs, portes et chssis ont t repeints dans les mmes couleurs que ceux de lInnovation Center. A lentre de chaque bureau et de chaque laboratoire,
une plaque nominative indique le nom du collaborateur et est complte dune photo. Les grandes colonnes exercinibh eraesectet velis nim du couloir sont peintes en couleur bordeaux et des textes apposs sur celles-ci indiquent lactivit de lendroit. Filip Arnaut: Ce genre dinitiative combine information et originalit. Elle rend par ailleurs le couloir beaucoup plus attrayant. Nous poursuivrons la modernisation car nous recevons dans nos locaux de plus en plus de collgues, de collaborateurs duniversits avec lesquelles nous travaillons et de clients. Des photos viendront bientt dcorer les murs. Le Research Center joue aussi un rle actif dans lapproche nutritionnelle adopate par Puratos. Nous reviendrons ce point en dtail prochainement.
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Elena Gardez Function
Proeven van Budapest
Van eigen deeg

Delismodigna amcommy nismo dolent alit, velit nulluptat utatio odoloborper p5
Vers van de plank

2 Infocus Newsletter Infocus Newsletter 3
Corporate lines only The corporate lines can be used on their own as a graphical element. Never apply more than one set
In this issue
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Edito
Beste klant, Het is me een waar genoegen het inleidende artikel te mogen schrijven van de eerste Vision, het tijdschri waarmee Puratos zich rechtstreeks tot zijn klanten richt. U vindt in dit magazine op weerkerende basis informatie over onze producten, onze activiteiten, seizoensrecepten, en andere ideen waarvan we zeker zijn dat ze u in uw activiteiten zullen inspireren. Deze Vision n1 verschijnt terwijl de hele wereld wordt geconfronteerd met de onzekerheden die door de economische crisis worden veroorzaakt. Namens Puratos heb ik een duidelijke boodschap voor iedereen: wij kijken vastberaden en optimistisch naar de toekomst. Innovatie, dierentiatie en ondernemingszin zijn meer dan ooit de orde van de dag en zullen de gezondheid, de sterkte en de levensduur van bedrijven bepalen. Samen met de hele Belux-ploeg nodig ik u heel graag uit om door de paginas van het eerste Vision magazine te bladeren, waarin u het volgende kan ontdekken: Ons nieuwe gamma witbroodverbeteraars, met een belangrijke innovatie: Sor White Sense, die aan het brood de beste technische karakteristieken gee alsook de smaak die de consumenten prefereren. Een recept voor rabarbertaart, gemaakt met Tegral 4Ever Cake, onze jongste innovatie in het cake-assortiment. Informatie over het Belcolade gamma en recepten die we aanraden. Een smakelijke kijk op Boedapest. Een bakker getuigt over het uitzonderlijke succes dat hij hee met ons Vita-Plus brood. Wat meer uitleg over gejodeerd zout. Seizoensrecepten voor de zomerdagen Onze promoties om u aan te moedigen
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Create value in baked goods through texture and nutrition.
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Virginie Poels
of lines on a page. Never put text over the corporate
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34%
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lines.
Wij zullen u in de volgende maanden blijven informeren via het Vision magazine, overtuigd dat het op uw enthousiasme zal kunnen rekenen. Met het hele Belux team, blijf ik volledig te uwer beschikking.
Create value in baked goods through texture and nutrition. Lorem ipsum
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Virginie Poels

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Virginie Poels
We distinguish here between four possibilities: wave (+ brown boundary line) + corporate lines corporate lines only wave (+ brown boundary line) only boundary line Note: the wave and lines have been originally designed for a double page format. When applied on A4, Wave + lines The corporate lines are interlinked with the wave. For both the top and the bottom version of the wave + lines, 4 different heights are available. Never put text over the corporate lines in the wave; in such a case, use only the wave. we only use half of the full width.
Using half the wave It is allowed to use only one half of the wave and to let only the lines continue on the other half of the
Gait lummod del eumsandreIbh er in henisci.
spread.
e zijn hier drie dagen, er is veel te zien. Vooraleer we op stap gaan, besluiten we daarom bij een versgebrande koe een strategie voor de komende uren op te stellen. Het grote aanbod aan koehuizen is wellicht n van de redenen waarom Boedapest wel eens het Parijs van het Oosten wordt genoemd, samen met het feit dat de stad zich over de twee oevers van een rivier spreidt. Teveel moet van zon vergelijkingen nochtans niet gemaakt worden als je weet dat ook voor o.a. Boekarest, Shanghai, Istanbul en Praag die titel geigend wordt. Het treft dat ons hotel n van de roemruchtste van de Grand Cafs van Boedapest herbergt, dan moeten we toch al niet onmiddellijk de kou in. Het caf New York is imposant met hoge plafonds, barok bronzen smeedwerk en hoogglanzend marmer. Je waant je aan het begin van de twintigste eeuw, een gouden tijd, vol vertrouwen in de toekomst. Een tijd nochtans ook waarin kwesties broeiden die, na de moord op de Oostenrijkse troonopvolger Franz-Ferdinand in Sarajevo, onvermijdelijk zouden leiden tot de Grote Oorlog. Maar we wijken af en we willen het gezellig houden.
Straffe toebak
Amaaj das strae koe, proesten wij koehuisstrategen eensgezind uit na onze eerste slok van een goedje waarnaast de sterkste Italiaanse espresso een bakje lter lijkt. Het heeft ons wel aangesterkt en na een kort overleg zonder al te veel afwijkende voorstellen, staan we als n man recht om ons stadsbezoek aan te vatten. Buiten, met onze rug naar de ingang van het imposante hotel, ligt de rivier de Donau zon anderhalve kilometer voor ons. Dat wordt onze marsrichting. We steken de straat over en slaan de Dohny Utca in. Aan het eind van die straat rijst aan de rechterkant de Dohny synagoge op.
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Cover ribbon
The cover ribbon has been developed for use on the cover of brochures and leaflets. It serves to separate the title and subtitle from the cover image.
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Non Isiscilit vullan
cover ribbon The cover ribbon is to be used with the brand block, which is in this case always positioned at the bottom of the page (see example on the left). There are three possible colours for the cover ribbon (orange, pink and red), in line with the brand block.
> examples of covers
Lorem ipsum
25 januari 2011
Puratos Club House
Invitation
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Us suscimagnam, sitaturibus Signature block
aborro et volores simendemos et, volorpo reictum et aut volorrovit laboribus si officaborum fugiti repe magniminum solut ipsam nulluptam Subtitle ulpa aut voluptaeped quideli quaeptatur sus, totassit volorem incturem rehenet ma a seditas Cquiring an quiandae extensivealicaborpor experience rem in the baking ius. and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in Seditat uriberit ped quodi officias non rae mostium aut rat nulluptat. the baking and Sustisl ullan utpat sendi luptat. Duissectem ing ea commy ratinctates quid es et voles et omnimaio. Ed qui accupta sita ature evenderorum ne pra quam fuga. Itatquam, ut remos aut ut dolorio sandam, qui ilitaspis dolorer ibusdam harum sequissit, inctoritiur suntur Subtitle sus, omnist is apidia etusciam nonsequo tet eum fugia nonet laborpo ratius modi estio quassequunt lit ra as volorem et luptat. Duissectem ing ea commy nulluptat. Ut Cquiring an doluptates extensive experience in the baking and Sustislrestrum ullan utpat volupti qui cusdeliquatisci sequiasimus sinis min rem dolupta sperfer ad bla faccum essi eum init lutpat. cquiring an ferepelite extensive experience in the baking and Sustisl ullan utpat doluptat unt ut audae cupictem ex el maCquiring cone quian venitatiis et experience in the baking and Sustisl ullan utpat luptat. luptat. Duissectem ingcon ea commy nulluptat. extensive reperum rehenissi officid est excero beate am fuga. Itatur, Duissectem ing ea commy nulluptat. Ut adlaborrum bla faccum deliquat. Cquiring an extensive experience in the baking and niscim lam delescimi, sitatatur ant esting autas adnulluptat. quiam, alic Sustisl ullan utpat luptat. Duissectem ea dolor commy Utto ad bla faccum deliquatisci essi eum init lutpat. cquiring quiatur? an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Cquiring an
Examples
These examples show you how to use the back cover signature block on some frequently used formats.
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Cimagnam, sitaturibus
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We sign off with the corporate signature block. It consists of the logo, our website address, our contact details and a reference code.
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renis adignam Subtitle Position of the logoendem et la corum quationserum ipiducium faceaque Align every element to the document grid
Whenever possible, we put the logo in the bottom right hand
cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad corner. Only when width of our ipsunti formatonsendes is not enough to hold page, simply follow the document grid to align these elements to Quid utethe as deliquatisci peristin repero duci quaeper spedignis as bla faccum essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. both the contact details and the logo, we place the logo above the rest of the document content. sam rae nonsequ iaererr ovidist audiat. Duissectem ing ea commy nulluptat. Ut ad essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl the websiteullan address and contact details. utpat luptat. Duissectem ing ea commy nulluptat. Ut adcquiring an extensive experience in the baking.Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat.
As for the distance between the elements and the edge of the
INSERT CODE
www.puratos.com
www.puratos.com
Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, Belgium T +32 2 481 44 44 - F +32 2 466 25 81 - E info@puratos.com
125 mm x 125 mm DVD sleeve

INSERT CODE
297 mm x 100 mm folder
Note: all paragraph styles are incorporated in the InDesign template that you can find on the Brand Portal.
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Subtitle
Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. Call for attention Lorum Ipsum.
1 2 3
7 mm (A4 size) www.puratos.com 7 mm (A4 size)
Subtitle
Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat.
INSERT CODE
Subtitle
Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquat. Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquat. Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat.
4 2
10 mm
www.puratos.com 7 mm
Us suscimagnam, sitaturibus
Seditat uriberit ped quodi officias sendi non rae mostium aut rat ratinctates quid es et voles et omnimaio. Ed qui accupta sita ature evenderorum ne pra quam fuga. Itatquam, ut remos aut ut dolorio sandam, qui ilitaspis dolorer ibusdam harum sequissit, inctoritiur suntur sus, omnist is apidia etusciam nonsequo tet eum fugia nonet laborpo ratius modi doluptates estio quassequunt lit ra as volorem restrum et volupti qui cus sequiasimus sinis min rem dolupta sperfer ferepelite doluptat unt ut audae con cupictem ex el ma cone qui venitatiis et reperum rehenissi officid est excero beate laborrum am fuga. Itatur, niscim lam delescimi, sitatatur ant est autas dolor ad quiam, alic to quiatur?
1
10 mm
10 mm
Subtitle
cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut adcquiring an extensive experience in the baking.Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat.
10 mm
Num, que occae consed qui quidus
210 mm
Quiscie nitestiore omnimin eatur sinihil iquaspicia voluptae sum ipsunti renis adignam endem et la corum quationserum ipiducium faceaque volupta quatiis necabore pre qui quat.
1 Puratos logo The Puratos logo on the back cover is always 30 mm wide. When placed above the website address, maintain a 6 mm distance.
2 Website address Our website address is placed in Sansa Std SemiBold 9.5 pt, in reddish brown.
3 Contact details Our company name is placed in Sansa SemiBold 7 pt, all other contact information is set in Sansa Light 7 pt. All contact details are set in reddish brown.
4 Reference code Our document reference code, that allows for easy retrieval of the source document (e.g. for reprinting) is written at a 90 angle in Sansa Std Normal at 5 pt, in our Puratos warm ochre. The code number always show the date of creation (not the date of a possible re-printing) in month & year.
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INSERT CODE
www.puratos.com
www.puratos.com
297 mm x 140 mm folder
297 mm x 210 mm A4 brochure
INSERT CODE
INSERT CODE
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Document grid
All our communication is designed to be arranged in a very precise grid so that all elements can find their rightful place.
A document grid is a framework that forms a foundation on which to build a carefully measured, structured page layout. It combines non-printing margins, columns and guides into a framework that is especially useful for creating consistent layouts in long, detailed documents such as brochures, magazines and newsletters. Templates A number of templates are at your disposal. These templates contain a grid that helps you create clear and consistent page designs.
InDesign For specific communication items that have to be created, this document offers you technical guidelines for the desktop publishing program InDesign. Adobe InDesign is the standard software that the Group Communication Department uses. If you use other desktop publishing software, you will have to recreate this grid according to the details shown here on the right.
1 2 3 4 5 6 7 8 9
A5 double page spread grid, 9 colums per page
Convenience, taste and nutrition are at the heart of Puratos

It was to help bakers better manage and control the result of their final products that we invented the first complete bread improver, T 500. The year was 1953. Were constantly introducing new products, technologies and ideas to help our customers develop their business and make their life easier and more convenient.
We believe there is a clear link between what people like to eat and their health, so it is essential that we understand what consumers want in terms of taste and nutrition. For us, good health implies 3 things: having enough food (quantity), having a variety of foods (quality) and doing regular physical activity. It will come as no surprise therefore to find that the mission of our researchers is to formulate products with the best nutritional value, in function of our clients finished products, without compromising on taste. Where we can, we increase fibres and reduce sugar, salt and fat.
Puravita Combining nutritional and health benefits with great taste, the Puravita mixes make it easier for bakers to offer a full range of healthier breads and rolls that taste great and can be enjoyed by all the family.
Our team of nutritionists specialise in opening new horizons to our researchers and product formulators, and our technical demonstrators help our customers by creating recipes in which the nutritional value is optimised.
The reason we come here is because we know what were getting: good healthy sandwiches and a great place to meet with friends. A perfect reason to capture the moment forever!
Michael - Consumer, North America
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12
A4 double page spread
A4 double page spread grid, 12 colums per page

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Examples
Use these examples as inspiration. Note that all content aligns to our grid, so that even though theres a lot of variation, everything still feels connected.
infocus title of chapter
BAKERY
Luptatuero situs lut accummy nim quamet la ad te doloborper amet

Im auguerostrud ming eugiamc oreet, quisit et pratisisl del eraese do od duisci tet aut ing eu feugiat, conulluptat, quis eu facilit praestrud ming ex eummodolore dolobore mod tat nonsenit, vel iniate te eros nullandreet accumsandre dolorpe raesto dunt il in eu feuis augiam
Del dolor sed elent inibh exerit, velit wisi blaore te tet aute dignim incinci tis aliquat, vero doloreet nullaor sit doloreet ad eugueratum dolore. Tea ad delendrem euguer sequip exeratie dolummy nibh ero od do dolore tat lum delisim dunt irit alis dolorpero conse verostrud ent do od min euisi enit voloborer sequat aute faccum ipsustrud et loreet, velisl incing ero odigna feugiam quatum vel illan vullut praesed eugiamcore digna commy nis alit vel diate tat. Ommy nis am, vendrem ad dolore tat, consequisi. Tate velit nit aut vel utpat. Faccums andipit pratio delendre delesenis et adigna feu feugue do con utpat. Ut dolobore modigna feuipismod tate min enis am delessis alis ametue faccum zzrilit ad min ut velenit numsandignim volobore tin utem ea atum veliquatie dolorper iriure dolortie magnis nos alisi bla alisci bla ametumsandre dit lam. iriliquisi. Riuscin ut praestrud el doloreet velis nullaore vel dolore ver sequam dolor sustie etum doleniam, sequam dolorerostio dio doloreet, quat. Duismol ortiniam, quisim delit wiscips uscilluptat adit, quate deliquis alit lum quissisit aliquam audunt aci tin henim esendio ea feuis ad eliquis alisi bla augue tat iriustisi tet praestisi.
34%
lorem ipsum dolorem

Um augait, se vullan endionsed tem acinim nim vent aliquatis am quam ea faciduis accummy nit nulpute et, cortissequip essi. Borer se magnim volese exercil issisis nit vent nim iuscin veliquisis alit ut dolenim vel irit dipis dolore te veniamcoreet nos dit nim quis dipit ilit dolobor ilis nit wis aliquis nulputa tumsan utem quate vel ip eliquisi. Um augait, se vullan Ustrud tincing et, summodo lortio eratue dolenis dolor illa facidunt wisi blan henit wismodo lorper at, sim eu facillaor sit dolutat nosto esto od minim iure et wis aliquisl dunt lore tin henissecte vulla amconse tie eliquisci blamconsecte modolore velis aliquam, consequisl del utat dolobore feugait irillan veriure ero dolesse quissi eraessi exerat la acilit wisim aliscillum quat praesectem iurero del esent amet ad tat. Ut alit alis dolortisim nostis eros doluptat. Iscil dit irit nullaore tem incin veniam alit velendre tat aciduis am quis nonsed modio dio el elessim nonsed dion et nulputa tuerciliqui tat augait numsan volutat, consed eu faccum ing eugait aliquis adio dio conse faci ex eui tationse dignit dolorperos eugiating ex er at dionulputem dignibh et et ex exeraestrud tin utat. Atet adignisit lum augiam, con henim nit ipsustrud tin ut num dunt lutpat aliquisi bla facip et. Lestions equatum dunt verat. Duis alit doluptatue dolobor ercilit lortis nim nos dit adio dolessit lore mod magnibh el do consequam, sissis ad euisido consequam, sissis ad euisi. do consequam, sissis ad euis.nim nit ipsnim nit ips. Um augait, se vullan OsOstrud tie dolorpero doloreet vullaorer iliquate duis amet, con hendipis alit am, vulputat. Ro core te ming er iure dolumSuEquamet aute tate diat at vercipisi. OsOstrud tie dolorpero doloreet vullaorer iliquate duis amet, con hendipis alit am, vulputat. Ro core te ming er iure dolumSuscitrud tie dolorpero doloreet vu duis amet, con hendipis alit am, vulputat. Ro core te ming er iure dolumSusciliquisl ute feum dolesequisl essequis nim vent velit nullut nonsequatue tet, vent. trud tie dolorpero doloreet vullaorer iliquate duis amet, con hendipis alit am, vulputat. Ro core te s amet, con hendipcore te s amet, cois alit am, vulputat. Ro core te ming er iure dolumSusciliquisl ute feum dolesequisl essequis nim vent velit nullut nonsequatue tet, vent.
Miniscipis nullan henibh essed tat la consequam aciduis nulluptat, venim vel dolore core do et, si essectem dignisci te magna feuis at lut ilis nit iriliqu ationsecte magnis autpatummy nulputa tuerosto dolore dolesectem iuscil inibh euisl el iuscil dion utpat. Wis el dio od endipisl dolore minim zzrilis nos nulla feu facipis acip essecte volobor susto commolobor sequi er
Xer alisl et eugait lamcon henim doleniam ero deliqua tionsen diatem dolor sustin utpat iustrud dolobore tate er autpat iriliqui ea acipsum velit vel erciliq uatuerit, cor irit lut lam zzriure velisl esectet acidunt velit lor sequis ex et, conummo doloborpero odo core corpero odo doluptat. Met at. Em ing et luptat. Iquamcommy nis augue duis dip etum vendrerilla am iliquat adion
eumsan veliquat am, quatie feuguero dolore faccummod ercincidunt lu In euisci tat am volorti onsequisl ex el eniatum iurem digna alit am, consectet augue essequisim accum alis dit utatue et dignis do conumsan ulla augue eum iustrud tatisi tin ver sequisi etummy nonsenim ing eu faci tis atisse eugiamcon vel exer acilla feugiam dolortie dit irit wis alit iriure feugiam zzriure magnibh ea at. Dui blamet, sit
Jean-Marc Fiers loremipsum dolorem Spain
A5 double page spread A4 double page spread
Kwaliteitscontrole
Delismodigna amcommy_p8
Van eigen deeg

Delismodigna amcommy nismo dolent alit, velit nulluptat utatio odoloborper_p5
Vers van de plank

Delismodigna amcommy nismo dolent alit, velit nulluptat utatio odoloborper_p12
3 5
Dagelijks brood Nuttige lessen over de 5 sen Van eigen deeg Nog lekkerder en nog verser wit brood Proeven van Budapest Zes mannen aan de rand van een groot avontuur
Edito
8
10
Bakkerspraat Op bezoek bij bakkerij Keller-Verstappen Vers van de plank Bakkers strooien met gejodeerd zout
Beste klant, Het is me een waar genoegen het inleidende artikel te mogen schrijven van de eerste Vision, het tijdschrift waarmee Puratos zich rechtstreeks tot zijn klanten richt. U vindt in dit magazine op weerkerende basis informatie over onze producten, onze activiteiten, seizoensrecepten, en andere ideen waarvan we zeker zijn dat ze u in uw activiteiten zullen inspireren. Deze Vision n1 verschijnt terwijl de hele wereld wordt geconfronteerd met de onzekerheden die door de economische crisis worden veroorzaakt. Namens Puratos heb ik een duidelijke boodschap voor iedereen: wij kijken vastberaden en optimistisch naar de toekomst. Innovatie, differentiatie en ondernemingszin zijn meer dan ooit de orde van de dag en zullen de gezondheid, de sterkte en de levensduur van bedrijven bepalen. Samen met de hele Belux-ploeg nodig ik u heel graag uit om door de paginas van het eerste Vision magazine te bladeren, waarin u het volgende kan ontdekken: Ons nieuwe gamma witbroodverbeteraars, met een belangrijke innovatie: Softr White Sense, die aan het brood de beste technische karakteristieken geeft alsook de smaak die de consumenten prefereren. Een recept voor rabarbertaart, gemaakt met Tegral 4Ever Cake, onze jongste innovatie in het cake-assortiment. Informatie over het Belcolade gamma en recepten die we aanraden. Een smakelijke kijk op Boedapest. Een bakker getuigt over het uitzonderlijke succes dat hij heeft met ons Vita-Plus brood. Wat meer uitleg over gejodeerd zout. Seizoensrecepten voor de zomerdagen Onze promoties om u aan te moedigen
Our customers expect 100% commitment

Total quality
We commit to develop, produce and distribute top quality products and services. The implementation of an integrated Total Quality Management programme is a key success factor in the level of excellence and in the reliability of our products and services.
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Sustainability
We commit to develop, produce and distribute products throughout the world that meet and exceed legal, international food safety requirements. A healthy working environment, where training and safety promotion is our common duty toward our employees, subcontractors, suppliers and customers is of utmost importance to us.
Safety and Health

We commit to achieve our strategic, economic and operational goals while managing our ecological footprint, and respecting all our stakeholders and local communities.
Zomerrecepten BBQ-broodjes en heerlijke aardbeientaartjes
As production manager, I keep an eye on every product that we make and ensure that it meets the required quality standards. I do appreciate working with Puratos as they are just as committed as I am.
Mr Feng - Production Manager Bakery Industry, Asia

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Corporate communication
Applications
The building blocks are used in all our company communication. We communicate via one-to-one sales material (business cards, letters and presentations,), online media (website, e-newsletters, banners,), seminars and events material (invitation, program,) and public relation (press articles,). But also our recruitment ad, the decoration of our buildings and vehicles and our signage are often the first contact with Puratos. First impression and company image are very important.
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Corporate signage + building
The main buildings of each Puratos company should bear the Puratos logo. The exact positioning and size need to be defined according to the characteristics, shape and size of the building.
Faade signs should stand out and be clearly visible from a distance. Always make sure the placing of a faade sign is in agreement with local regulation.
Totem and sign board

1350 mm
The signage, whether external or internal, needs to follow these specifications: font: Sansa Std colour of background: For metallic elements (beams, windows) and doors use beton grey RAL 7023. Meeting rooms are always called by the names of the countrys most famous Puratos products. font: Sansa Std colour of background: For metallic elements (beams; windows) and doors use beton grey RAL 7023. Innovation Centers are always called as such and have no specific logo.
We dont always have to brand the entire building sometimes a few touches can make the difference. Please consult the Group Communication Department for advice.
650 mm 500 mm
RECEPTION VISITORS
500 mm
LOADING - DELIVERY
500 mm
DELIVERY PACKAGING
4000 mm
500 mm
Industrialaan 25-28
> interior signage: wall mounted signs
RAL colours Puratos reddish brown Puratos warm ochre Puratos dark brown Puratos grey Puratos orange RAL 8004 Kupferbraun RAL 1005 Honiggelb RAL 8012 Rotbraun RAL 7023 Beton Grey RAL 2011 Tieforange RAL 3027 Himbeer RAL 4010 Telemagent
> exterior signage: large totem
1350 mm
Puratos red Puratos pink
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Decoration kit + flags

Flags
On events and outside our buildings, we can use flags to highlight our presence. If we have the opportunity to use three flags (or a multiple of three), we use the orange, red and pink flags described here. In all other cases, we will use only the orange flag, as orange is our base
> banner flag 1500 mm x 3000 mm
Interior decoration
corporate colour.
> horizontal flag 2000 mm x 1500 mm
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Vehicles
As a very visible carrier of the Puratos brand, our vehicles have an important role to play in our corporate communication. All vehicles carry our logo , our orange wave and three pictures of consumers enjoying a bakery, patisserie and chocolate finished product.
Adapting these designs for your vehicles Because of the large variety of vehicles in our global fleet, each and every application of these designs will differ slightly. Contact the Group Communication Department (see back cover for contact details), they can help you to adapt these designs to the technical drawings of your vehicle fleet.
under construction
www.puratos.com
under construction
www.puratos.com
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Promotional items
Scrapers, piping bags, plastic sheets to cover the dough practical tools that are much appreciated by our customers are very important bearers of our visual identity. So are carrier bags, mouse mats, etc. If you need specific items, the Group Communication Department is at your disposal to help you create them.
All give-aways, special utensils and other promotional items should reflect the Puratos brand in the right way.
Visit also www.merchandising-puratos.com to see what items are available and to order what you need.
> mouse mat
> pen > shirt
> usb stick > lanyard
> business card holder
> coffee mug
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Recruitment advertising
DAILY NEWSPAPER - JOB SECTION
In recruitment advertising, it is important that potential candidates are immediately able to grasp what Puratos is about and see that Puratos is an interesting and important employer.
Strictly follow the template. Consistency in our human resources communication will help us to stand out in the ever more challenging recruitment market and position Puratos as the important player it is. For specific functions, we can use appropriate imagery (see Our business environment, page 36). At other times, we can use a general ambiance picture (see Enjoying food, page 34).
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Technic
Headline lorum Ipsum dolor sit
General introduction ut qui ventorio. Neque nullecae ent que pro ius, veliqi quis et aut vel magnatatur sequi utem fugiam sequibus sum ipsam ut pre verum fugiam quunt fuga Itat.
Function
Description
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INSERT CODE
General introduction ut qui ventorio. Neque nullecae ent que pro ius, veliquae necepel endio. Ga. Ut aut vitaeped eari dolorei untotate pra nos sandandi dolorun desciat uressi od quam quiam repelicto conet magnihil maxime sum facipicto et intio excest, que cus ea quia sunti quis et aut vel magnatatur sequi utem fugiam sequibus sum ipsam ut pre verum fugiam quunt fuga. Itat.
Interested? careers.puratos.com
Puratos, Industrialaan 25, B-1702 Groot Bijgaarden
Headline lorum Ipsum dolor sit eari dolorei

Function
Description
Evendis es a volorum: erum que con nosande llanda cusa parumquunt aut ex et ex est, quatem is modi culpa sum quae quam res dolento ipsapicim que pos atibusam qui volupta spicim non rest, et untota con re consente dolut veles veriti officiae. Et la volupitas ea dio et quiduci destia que quis alit, volo officia am, nos aut dolorrum quam rerro et re num qui quate dolori non nus cusdam imolupt. Comniende: aditian danduciet, volore si ut quia si rerferum fugit, sequibusdam ipiciento te cuscimusa dit licidia sequaepu eatas magnatur recti quiatur eperemp. Comniende: aditian danduciet, volore si ut quia si rerferum fugit, sequibusdam ipiciento te cuscimusa dit licidia sequaepudaes re dolupta tiosandus ulparum sinis eatas magnatur recti quiatur eperemp. Volore: aditian danduciet, volore si ut quia si rerferum fugit, sequibusdam ipiciento te cuscimusa dit licidia sequaepu eatas magnatur recti quiatur eperemp.
Just one question counts when it comes to your career:
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Do you have the appetite?

Consumers are increasingly conscious of the quality of the food they eat and therefore are becoming more demanding. Puratos creates, produces and distributes worldwide a range of ingredients for bakers, pastry-chefs and chocolatiers. Puratos is a global company with a workforce of 5,300, known for its passion for innovation in over 100 countries. The more our company grows, the stronger our pioneering spirit becomes. This, coupled with a commitment to our employees and partners, is what makes working at Puratos so unique.
> 165 x 111 mm example
SALES
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Elles maiossi tatemodit arionse quodiciu
Function title
More detailed description of function
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INSERT CODE
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essin nisquae sit expliquisqui beaquossit
quae aliqui soluptae vitatincto bea dolen
Nam et as dolorib uscilis antibusam, qui
Do you have the appetite?

Puratos creates, produces and distributes worldwide a range of ingredients for bakers, pastry-chefs and chocolatiers.
Just one question counts when it comes to your career:
Function
Description
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Function
Description
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> 111 x 111 mm example, greyscale > A4 example
> 332 x 111 mm example
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Stationary
The importance of business cards, letters and presentations should not be underestimated. While it goes without saying that the actual letterhead and type should be the same around the world, we should go further and make sure that all our presentation and typed layouts look as though they are from the same company, and conform to the Puratos style.
Henk Willems Duval Guillaume Uitbreidingsstraat 2 2000 Antwerpen Belgium
Onze referentie: Datum: Uw contactpersoon:
OREF2010/0310201 31 mei 2010
Uw referentie: UREF2010/0310201
Geoffrey McDowell, Communication Manager, tel. 02 666 88 77, geoffrey.mcdowell@puratos.com
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> business card
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Geoffrey McDowell
Communication Manager geoffrey.mcdowell@puratos.com Tel: +32 2 123 45 56 - Mobile: +32 476 12 34 56 Puratos NV/SA - Industrialaan 25, Zone Maalbeek B-1702 Groot-Bijgaarden, Belgium - www.puratos.com
Met onze beste groeten Avec nos compliments With our compliments Mit unseren besten Empfehlungen Con nuestros mejores deseos
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Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, Belgium T +32 2 481 44 44 - F +32 2 466 25 81 - E info@puratos.com KBC 432-4016331-92 - IBAN BE12 4324 0163 3192 - Swift KREDBEBB Fortis 210-0150700-14 - IBAN BE94 2100 1507 0014 - Swift GEBABEBB BTW/TVA//MWS: BE 0438.632.416 - RPR/RPM: 0438.632.416 - Kh. Brussel / Comm. Bruxelles
www.puratos.com
www.puratos.com
> letterhead
> greeting card
Dear all, Voloreptatur, sam enderat quia quatiae pero berfersped maximin ullupic temporia La quo totatemque quaerum quam re occus nes ante prat ut dolorem. Nempos etus et magnit expernatem voluptibus sit dolorec ulparciatur alist evelecus. Kind regards,
Geoffrey McDowell - Communication Manager
Robert Schuman Duval Guillaume Uitbreidingsstraat 2 2000 Antwerpen Belgium
Puratos NV/SA - Industrialaan 25, Zone Maalbeek B-1702 Groot-Bijgaarden, Belgium
Tel: +32 2 123 45 67 - Mobile: +32 476 12 34 56 Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, Belgium - www.puratos.com

Please consider your environmental responsibility before printing
> email footer
> envelope
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Powerpoint
RGB colours Puratos reddish brown Puratos warm ochre Puratos dark brown RGB RGB RGB RGB RGB RGB RGB 137 - 51 - 0 217 - 165 - 0 109 - 35 - 10 100 - 100 - 100 0 - 60 - 100 - 0 222 - 5 - 45 229 - 0 - 117
Presentations are crucial for communicating, convincing, motivating and selling. The PowerPoint templates document is created with multiple slide types.
The finished presentation slides should always be tested beforehand. It is recommended to carry out a test under the actual lighting and spatial conditions pertaining to the presentation room. Never crowd your slides with content, and keep slide titles on one line: this makes it easier for your audience to follow. To install this template on your own pc, open a presentation template, then choose Save As and then select Template. PowerPoint will save the template in its appropriate template folder for future use.
Puratos grey Puratos orange Puratos red Puratos pink
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Corporate brochures
Building the future, through partnership and innovation

Puratos started life in a garage in 1919, and it was there that the first innovative patisserie ingredients were created and produced. Since then, Puratos has developed into a worldwide specialist in bakery, patisserie and chocolate, offering a wide range of solutions and services to artisans, industry, supermarkets and food services. Eddy Van Belle, Chairman of the Board, and Daniel Malcorps, CEO, express their thoughts on how the company has achieved the success it has, and what the future holds:
The Corporate brochures (both the large one and the small one) are good examples of what Puratos communication should look like today. They are ideal for use in one-to-one communication with clients, prospects and new partners as they explain in quite some detail, the Puratos philosophy and vision.
Daniel Malcorps: From day one, our company has been built on breakthroughs and innovations. Weve always understood that good new products come from working closely with customers and applying technology smartly, and so we continue to make major investments in R&D and consumer research. We want to help our customers around the world be more successful with their business and offer them all the possibilities they need to create the mouth-watering products their clients love. Eddy Van Belle: We have always been a close-knit family business - not just with our own personnel but with our customers too. This unity of purpose has been instrumental in developing our business around the world. We have opened offices and production facilities in all four corners of the globe. Over the years, we have built an international team of dedicated and talented people who understand and deliver what our customers and their consumers truly want.
Daniel Malcorps: Indeed, our ambition to get closer to the customer led to the creation of a unique sensory analysis approach to identify local taste preferences in the different parts of the world. In Europe and North America, weve gone even further. We have the Puratos Sensobus, a sensory testing lab on wheels, to better evaluate consumer insights at source. All this information provides our researchers and developers with incomparable vision on new trends worldwide. We are happy to share this knowledge with our customers. It also allows us to adapt our products and to innovate accordingly in our numerous Research and Innovation Centers around the world. Eddy Van Belle: We believe that by better understanding the different cultures we work in, we can produce better products that fit with their lifestyle and habits. We are equally committed to offering products that combine taste and nutritional value - as well as convenience - and, as a result, contribute to consumers well being and eating pleasure.
Our aim is to develop innovative solutions for our customers and so build long-term partnerships for the future.
Eddy Van Belle, Chairman of the Board and Daniel Malcorps, CEO
Convenience, taste and nutrition are at the heart of Puratos

It was to help bakers better manage and control the result of their final products that we invented the first complete bread improver, T 500. The year was 1953. Were constantly introducing new products, technologies and ideas to help our customers develop their business and make their life easier and more convenient.
We believe there is a clear link between what people like to eat and their health, so it is essential that we understand what consumers want in terms of taste and nutrition. For us, good health implies 3 things: having enough food (quantity), having a variety of foods (quality) and doing regular physical activity. It will come as no surprise therefore to find that the mission of our researchers is to formulate products with the best nutritional value, in function of our clients finished products, without compromising on taste. Where we can, we increase fibres and reduce sugar, salt and fat.
Puravita Combining nutritional and health benefits with great taste, the Puravita mixes make it easier for bakers to offer a full range of healthy breads and rolls that taste great and can be enjoyed by all the family.
Our team of nutritionists specialise in opening new horizons to our researchers and product formulators, and our technical demonstrators help our customers creating recipes in which the nutritional value is optimised.
The reason we come here is because we know what were getting: good healthy sandwiches and a great place to meet with friends. A perfect reason to capture the moment forever!
Michael - Consumer, North America
In touch with customers and consumers worldwide

Our Puratos Sensobus* is a unique, fully equipped sensory analysis lab on wheels that can host hundreds of consumers a day, near to where they actually buy their food. It means we can quickly and easily discover what consumers think about the taste, the shape, the colour, the texture, the smell, etc. of any products we might offer them. This in turn, helps our customers and our researchers understand which solution fits best with specific local preferences.
Expertise in bakery, patisserie and chocolate

Significant resources have always been allocated to long-term basic research (internal and together with universities) to develop the innovations of the future. This research has resulted in emulsifiers, enzymes, sourdoughs, bread improvers, glazes, fruit fillings, chocolates... Investment in long-term research also helps build competences such as understanding the mechanisms of the action of enzymes in the dough, rheology, crystallisation of fat, sensory analysis and nutrition. Thorough knowledge of our customers with the aim of helping them identify the expectations and aspirations of consumers, have led to the creation of an impressive range of products, concepts and services tailor-made for each customer segment and culture.
Bakery
Patisserie
Chocolate
In 1923 the company launches the first branded bread Pura-Malt, a bread with roasted wheat germs. Since then Puratos is recognised as the world bakery expert with innovations such as T500, S500, O-tentic and many more.
Puratos launched the first cake mix in 1919, providing unknown production consistency. In course of the years, companys researchers discovered how the ingredients interacted together. This led to the creation of major innovations.
Puratos is a specialist in the taste of chocolate, offering a complete range of delicious chocolate and chocolate products. We are passionate about rare chocolates those with their origins in select places around the world. We are always looking to push the frontiers of innovation, especially when it comes to taste.
Our patisserie product range
1953 A pioneer in the use of emulsifiers, Puratos invents the first complete bread improver: T500. 1975 Launch of the S500 powder bread improver. This product quickly becomes the flagship product of the company, and is still the undisputed leader in its field today. 2004 Creation of the O-tentic range. A completely new type of product that combines traditional taste and todays technology.
Our bakery product range
Through our long experience in bakery, we are able to design and manufacture every component of our products ourselves: Bread improvers Modular ingredient solution enhancing one functionality Bread flavours and sourdoughs Active bakery component for an authentic taste: O-tentic Bread mixes Margarines and specialty fats Enzymes and emulsifiers And many other products
1988 Puratos discovers how to apply the thixotropic principle for glazes and launches Miroir. It can be used cold as it becomes liquid when stirred, and it sets when still. 2005 Puratos innovates with Ambiante, the first topping that can be kept at ambient temperature, hence its name. It offers exceptional volume and stability. 2007 Launch of Acti-Fresh, a cake improver based on enzyme and emulsifier technology. It improves the freshness of cakes of all kinds, staying soft and delicious once packed and in a retailers supply chain.
Patisserie is part spectacle and part seduction, and a good deal of talent and expertise is required. With our products, clients can easily master the interactions between base, filling and decoration. Cake, sponge and choux mixes Custard cream mixes French specialty mixes Mousse and bavarois mixes Fruit and cream fillings Flavouring preparations Glazes Icings, fudges and ganaches Non-dairy toppings UHT specialties And many other products
1979 Puratos diversifies in chocolate and launches the Carat assortment of chocolate coatings. 1988 Puratos creates Belcolade, its flagship brand for real Belgian chocolate. It has since become world-renowned and is the preferred chocolate of many chocolatiers and patissiers around the world. 2006 Launch of Cryst-o-fil, a pre-crystallised filling with Belcolade real Belgian chocolate.
Our chocolate product range
A full range is available, from 100% organic and fair trade solely made in Belgium Belcolade, to an assortment of locally produced high quality chocolate and nut based fillings for all applications in bakery, patisserie and chocolate. Real Belgian chocolate Real chocolate Compound chocolate Chocolate, cocoa and nut-based fillings Pralins and nut pastes
* Sensobus The Puratos Sensobus conducts sensory analysis tests all over Europe, as well as in both North and South America. We offer this service to our clients who are developing new products, so they can better test local consumer preferences.
Puratos Center for Bread Flavour

The Puratos Center for Bread Flavour is an inspirational place. In this multi-functional facility our customers can discover more about the fascinating world of bread and sourdough fermentation. They are in the ideal place to create new and innovative breads with tastes and flavours that both surprise and delight the consumers.
Industrial Patisserie Competence Center

Our acute understanding of the patisserie specialties and cultures, including the knowledge of the interactions between the different ingredients, as well as the development of the patisserie industry, led to the creation of the Industrial Patisserie Competence Center (IPCC). In our IPCC we focus on researching industrial processes, the development of industrial applications and customer training.
Chocolate Centers
The Chocolate Centers organise training and seminars throughout the year. There you can learn from some of the great chocolate and pastry chefs just what it takes to make chocolate so special in pastry and baking. Combining technical, taste and production expertise, the Chocolate Centers work on developing new products and new technologies.
We listen to our customers, consumers and food specialists by asking their opinions, either via sensory labs or using our mobile Sensobus*.
Puratos has a magnificent range of ingredients to choose from, and each one helps me create something original and tasty.
Marco - Artisan Baker, Southern Europe
* Visit www.puratos.com to know more about our baking product range.
* Visit www.puratos.com to know more about our patisserie product range.
* Visit www.puratos.com to know more about our chocolate product range.
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Global presen 21
From insights to innovations
From innovation to inspiration

Ambiante Topping Ambiante Topping is a sweet and delicious non-dairy topping that offers exceptional volume and excellent stability. It provides optimal results for all sorts of cake creations, and the decoration stays as perfect as when it was made, for up to 5 days in the fridge.
A clear focus from the start

Belcolade Collection Belcolades Collection range comprises Origin chocolates with specific and unique flavours and varied bouquets. Each is made using carefully selected cocoa beans which reflect the differences of the regions where they are grown.
Puratos, reliable partners in innovation
Valuable information and ideas come from all over the world, but our main source of inspiration is the customers we work with on a daily basis. They are constantly challenging us to go beyond the norm, and create new breakthrough products for tomorrow. Its often these discussions that reveal the insights for our researchers to base their new developments on, and its one of our most important ingredients. Puratos has a team of more than 500 specialists including researchers, food technicians and technical advisors - and they work in the different Puratos Innovation Centers around the world. There, they work on adapting the products, processes and services to continuously improve quality and so create new added value solutions that anticipate future needs. Our aim is to offer reliable solutions that will inspire our customers to delight their consumers.
We are convinced that innovation is the most important business driver: it creates a point of differentiation against competition and helps attract new customers. Our ambition is to inspire our customers, just as they inspire us. In our Innovation Centers around the world, and at the clients own premises we stimulate creativity and offer practical technical solutions, such as chocolate fillings, extended shelf life, frozen solutions, ready-to use mixes and glazes for maximum convenience to name just a few.
90s 80s
To create our Origin range within Belcolade Collection we developed a method of sensory analysis to identify and describe the flavour profiles of chocolate. We call it Les Armes de Cyrano which explores the language of chocolate. In this way we can better help clients create unique products with differentiating & exceptional taste profiles.
The Sapore sourdough range is launched, as are enzymes, fruit-based products and non-dairy creams. Creation of the Puratos Group. Puratos opens up subsidiaries in Central and Eastern Europe.
2000 and beyond

Creation of the O-tentic range: its a completely new type of product allowing traditional breads to be made. Launch of Sublimo cold setting glazes. Cryst-o-fil, made with 50% real Belgian chocolate is launched on the long shelf-life fillings market. Launch of Ambiante, a delicious non-dairy topping that offers exceptional volume and excellent stability. Launch of Acti-Fresh technology, which gives Puratos technological supremacy in cake freshness. Puratos creates Oxanti, a chocolate with high anti-oxidant power.
1919
Puratos is founded in Brussels, Belgium to create, produce and sell ingredients for bakers and patissiers.
70s 20s
Puratos launches Pura-Malt, a branded bread based on wheat germs, roasted in a machine invented by Professor Picard, known for his bathyscaphe.
40s - 50s
The age of the pioneers: Franois Van Belle and Pierre Demanet join Puratos. Creation of T500, the first complete bread improver. This product marks a turning point in the history of Puratos.
60s
Puratos moves to Groot-Bijgaarden on the outskirts of Brussels, Belgium.
Launch of S500, a powderbased bread improver. It has since grown into a major product for the group and is still the leader today. Opening of subsidiaries in the United Kingdom, Mexico, Argentina, Peru, Canada and the USA.
Diversification into chocolate - with the creation of Belcolade, compound coatings, glazes and margarine. Puratos opens its first Quality and Research Center in Groot-Bijgaarden. Puratos establishes itself in Asia and in the rest of Latin America and creates subsidiaries in France and Germany.
I love amazing my customers with spectacular wedding cakes. Puratos pastry chefs have made my life a pleasure with their new Ambiante Topping, its remarkable stability and high elasticity make it a dream to work with.
Elena - Supermarket pastry-chef, Latin America
As Meilleur Ouvrier de France Ptissier , myafocus As a Meilleur Ouvrier de France, I know lot about good is chocolate. on the quality of the raw I use infor my Im proud to bematerials a demonstrator Belcolade, as products. Belcolade fully meets my great expectations terms of taste clearly they also respect and love tasting in chocolate, as and diversity, especially with their Origins range. they show with their fabulous origin range.
Stphane - International technical adviser Belcolade Stephane - Puratos International Belcolade demonstrator, Belgium
Puratos establishes subsidiaries in the rest of Central & Eastern Europe and Australia.
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Online
Website flow
Global Puratos website Most visitors first encounter with Puratos online will be through the global homepage. From here, our online visitors can easily click through to our
All of our websites have been created within the Tridion system. It allows you to easily change the content and the pictures yourselves as well as regularly generate new ones. Even though you have some degree of flexibility in terms of creating your local content pages, you should always adhere to the group communication strategy, principles and values.
As we want to show our customers that we are close to them, that we want to inspire them and innovate with them to grow their business, each of our local website should express this by developing the specific contents customers of a particular country are expecting from their local Puratos company. At the same time, every Puratos website must be clearly identifiable as part of the Puratos Group. It is therefore crucial that you create appropriate local content while retaining the visual look and feel of all Puratos websites. Keep your site alive and interesting by making constantly new content available. The local website consists of several content areas, but only the primary and secondary content area should be adapted to your regional needs. You may not adapt the background, the banner nor the breadcrumbs areas.
local websites through the use of the country selector.
Writing for the web

Put the most important information first. Start your text by telling the reader the conclusion, then relay the most important supporting information, and conclude with the background. Make your text easy to scan. Provide meaningful headings and subheadings that let the reader know what each section is about. Graphics, captions and tables of contents can also make information easier to scan on the web. Break up the text. Divide your text into coherent sections or chunks to make it easier for the user to get the information they want without unnecessary scrolling. Use hyperlinks to provide multiple complementary explanations that the readers can choose to explore according to their personal interests. Remember that readers can enter a site on any page, so make sure each one is independent and provides relevant context so as not to disorient the reader. Keep it simple. Write in simple, short and clear sentences. Use the active voice. Eliminate superfluous words and phrases. Have also a look at the overall tone of voice on page 30-31 Links and buttons. Link copy must highlight descriptive words that are easy to understand. Links should invite action, supply additional information or address questions arising from page content. Buttons are a call to action. Local Puratos website On the local home page, our visitors are greeted with links to several interesting items, allowing them to easily find new, engaging content. All of these content pages should follow the predefined pattern. Navigational links. Make sure the user is always able to get back to where they came from.
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Page structure basics
http://www.puratos.com
Around the world, Puratos websites should differ in content to provide an engaging website that answers to your local customer needs. At the same time, every Puratos website must be clearly identifiable as part of the Puratos Group. It is therefore vital that you create appropriate local content while retaining the visual look and feel of the global website.
Background image (cannot be changed)) Header (can be changed) Banner and login area (may not be changed) Primary navigation (can be changed, only with
These guidelines will help you use the Puratos website template in the best possible way. And remember, it is only by providing engaging content that our websites will help our customers connect to Puratos in a meaningful way. Keep your sites alive and rewarding, by making constantly new content available.
agreement of the group communication department) Banner area (may not be changed) Breadcrumbs (cannot be changed) Secondary navigation (cannot be changed)
Every website consists of several content areas, but only the primary and secondary content area should be adapted to your regional needs. You may not adapt the background, the banner nor the breadcrumbs areas. Primary content area The main information goes here, such as the article text, photographs and tables. For details, please consult the next page. Secondary content area Content related to the primary content, but of secondary importance, goes here. For example, related links or downloads. You can also add attention-grabbing Did you know?, Information or Download boxes. This area enables you to link through to different content across your site, which makes visiting your site a more rewarding experience. Doormat (cannot be changed) Footer (can be changed)
area that cannot be changed
area that may not be changed

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Primary content area
Secondary content area
Text content Make sure your paragraphs are not too long, and add paragraph titles every few paragraphs in order to make the text easier to read.
Titles: Verdana 21 pt, Orange Introduction: Georgia Bold 13 pt, Dark Grey Body:Georgia Bold 13 pt, Dark Grey Paragraph title: Georgia Bold 13 pt, Dark Grey
In this area you can provide the user of your website with additional functionality and secondary information. Dont try to fill this column with redundant information, but rather keep things on topic and to the point. As a general rule, you should not add more than three items to this column. Here are some sample items.
Did you know? box Grab your audiences attention with some interesting facts concerning the main content. For example: tell them about where you found that sourdough used in a specific product, mentioned in the primary content area.
Titles: Verdana 21 pt, Body: Georgia 13 pt, Link: Georgia Bold Underlined 11 pt, White
Related articles Quote box Adding quotes to long articles makes a page more inviting to read.
Quote: Verdana Italic 14 pt. Quotation colors can be chosen. There are two versions: Orange and Dark Grey
Help the user of your website discover other relevant content by providing him with direct links to some interesting articles on the subject.
Titles: Verdana 21 pt, Light Blue, Link: Georgia Bold Underlined 13 pt, Dark Grey
Ingredients box This box provides you with a frame for displaying the ingredients.
Title: Verdana 21 pt, Pink, Quote: Georgia 14 pt, Dark Grey
Associated documents Sometimes you want to offer downloadable content that is associated with the main content. In this case, you can provide links to the downloadable documents in a list.
Selection element This control element provides dropdown boxes for easy access to selectable content.
Tab text: Verdana 16 pt, Dark Grey, Field label: Georgia 13 pt, Dark Grey
Download box If you have only one related download, and you want to draw special attention to this document, you can use a Download box for emphasis.
Titles: Verdana 21 pt, Body: Georgia 13 pt, Link: Georgia Bold Underlined 11 pt, White
Information box Information on which you want to place special emphasis.

Title: Verdana Bold 14 pt, Dark Grey, Other text: Georgia 13 pt, Dark Grey
Related recipes A special case of the related links list, is this recipes list. Here, small photographs serve as a visual reminder of the recipes in which you can use the product mentioned in the main content area.
Buttons By default, buttons are 25 pixels high and use an orange gradient. Call-toaction buttons are 30 pixels high and use a red gradient. The sign in and log out buttons are fixed at 20 pixels and cannot be changed.
Button text: Sansa Normal, 10, 13 or 16 pt, White Background: orange or red gradient
Note: creating separate mini sites or other websites is not allowed, except for promotional campaigns Photograph Photographs should be either 220 or 440 pixels wide. limited in time. Contact the Group Communication Department to discuss.
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Online banners
Some important tips to make your banner effective Make sure that the content of your banner is relevant for your audiences. They must immediately grasp that is worthwhile to click the banner. Use influential, activating words in your text. Often, it is a good idea to keep the same headline on your banner that you have on your landing page or entry page. When people click through the banner, they will come to see the same headline that sparked an interest in them in the first place. Do not forget to always put the click here button. People are still used to off-line advertising and dont realize that they are actually meant to click on it to find out more. The click here call to action improves the effectiveness of your banner. Always include the Puratos logo: it will increase brand recognition even if the banner isnt clicked.
160 pixels x 600 pixels
300 pixels x 250 pixels Typography Text in banners is put in Sansa Normal or in Sansa Semibold (eventually, with a soft shadow), but only if this is necessary to guarantee legibility (for example, when the text is partly put over the image).
It iustisl ulla fegiat ad te et, vel ullandi amconulla amequat.

CLICK HERE

CLICK HERE

CLICK HERE
Gradients
Tue dignim zrit iure min henit iustisl ulla

CLICK HERE
Use one of the three Puratos gradients as a background for text in banners; and have it fade out over the picture. Buttons see guidelines p 78
782 pixels x 90 pixels
Tue dignim rit iure min henit iustisl ulla
CLICK HERE
Note: Dimensions used here are just examples and can be adapted whenever necessary.
Important note: In corporate documents, the Puratos orange (and its gradient) must always be the main colour, especially on covers, as this will heighten brand recognition.
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External newsletters
Did you know that Puratos invested in the Campaign Commander software to create your electronic newsletters? You can use it for a very low price! For more info contact communication@puratos.com.
Newsletters help your company to be regularly in touch with your customers and prospects.
At Puratos we have two types of external newsletters: Vision, for the craft sector Infocus, for large accounts Both exist in electronic and printed versions. They are designed to maintain the corporate image and to offer a large degree of freedom for customization. The title, Vision, should be used in all companies but it may be translated if necessary while Infocus is mandatory in all languages. All Puratos companies are free to define the content of these magazines the way they want, according to the communication strategy of the group. Keep the right balance between our three core activities bakery, patisserie and chocolate which need to be promoted equally. Add the consumer dimension as it is a way to differentiate ourselves from our competitors. Please send a PDF of all newsletters to the Group Communication dpt for further information of the affiliates.
> electronic newsletter
infocus
E-NEWSLETTER
The newsletter of Puratos Industry Solutions
vision
MAGAZINE
January 2012
Magazine destin aux proffessionels de la boulangerie, de la patisserie et aux chocolatiers du monde entier.
infocus
NEWSLETTER
january 2012
January 2010
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In this issue
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In this issue:
Create value in baked goods through texture and nutrition
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Dear customer, welcome to the rst 2009 edition of our Asian Infocus magazine. The consumption of baked goods in Asia keeps growing, as conrmed by all sources and statistics at our disposal, and this in spite of the worldwide economic crisis. In such circumstances, we as Puratos are more than ever convinced about the need to help you to create value in the bread, rolls, pastry and cakes that you are producing and selling. Focusing on price and cost is, of course, a relevant concern in tougher times. What is more important however is to stand out from the crowd and make products which respond to consumer preferences. Asian consumers want to eat bread or cakes with the right taste, texture (a broad concept which covers freshness, softness, bite and many more aspects) and appearance. They clearly desire healthier products which comply with the highest food safety and quality standards. We at Puratos are focusing more than ever on
helping our customers to develop, produce & market their baked goods along these lines. We are therefore also increasing the number of consumer (sensory) analyses to ensure we oer you the right solutions. Our Second Industry Seminar, now called Innovation & Nutrition Summit, being held in Guangzhou on March 31st & April 1st 2009 , is zooming in on creating value in baked goods through textural solutions & nutritional benets, and is a sign of our continued commitment to help you develop your business. Our Puratos Account Managers, R&D and Marketing teams across the region will be following up on all sim irit laor iureetu msandigna feu feuismo dolore enis ad et dolor ipi. Rud eugueri uscidui smodolore minit iandre prat velisit elesequi eu faccum zzrit venit lorem dolesse ndionsequam eummy nulla acin velisl dolore faccummy niat iandre prat velisit elesequi.
Virginie Poels

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2 Infocus Newsletter Infocus Newsletter 3
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Virginie Poels
34%
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In this issue
Lorem ipsum dolorem p3 Dunt praestrud dip endio Et lipsum dolorem est lipsum p8 Nelesto erostio commolortie vendiam Lorem ipsum dolorem est p12 Blaore vero od dolore dolobor sustrud dolore volore suscill utpatum Et lipsum dolorem et lipsum p14 Duis nit lum nit lor suscill utpatum Lorem ipsum dolorem est p18 Bblaore vero od dolore dolobor sustrud dolore volore od dolorem Et lipsum dolorem est lipsum p20 Idunt praestrud dip endio Lorem ipsum dolorem p3 Dunt praestrud dip endio
Edito
Beste klant, Het is me een waar genoegen het inleidende artikel te mogen schrijven van de eerste Vision, het tijdschri waarmee Puratos zich rechtstreeks tot zijn klanten richt. U vindt in dit magazine op weerkerende basis informatie over onze producten, onze activiteiten, seizoensrecepten, en andere ideen waarvan we zeker zijn dat ze u in uw activiteiten zullen inspireren. Deze Vision n1 verschijnt terwijl de hele wereld wordt geconfronteerd met de onzekerheden die door de economische crisis worden veroorzaakt. Namens Puratos heb ik een duidelijke boodschap voor iedereen: wij kijken vastberaden en optimistisch naar de toekomst. Innovatie, dierentiatie en ondernemingszin zijn meer dan ooit de orde van de dag en zullen de gezondheid, de sterkte en de levensduur van bedrijven bepalen. Samen met de hele Belux-ploeg nodig ik u heel graag uit om door de paginas van het eerste Vision magazine te bladeren, waarin u het volgende kan ontdekken: Ons nieuwe gamma witbroodverbeteraars, met een belangrijke innovatie: Sor White Sense, die aan het brood de beste technische karakteristieken gee alsook de smaak die de consumenten prefereren. Een recept voor rabarbertaart, gemaakt met Tegral 4Ever Cake, onze jongste innovatie in het cake-assortiment. Informatie over het Belcolade gamma en recepten die we aanraden. Een smakelijke kijk op Boedapest. Een bakker getuigt over het uitzonderlijke succes dat hij hee met ons Vita-Plus brood. Wat meer uitleg over gejodeerd zout. Seizoensrecepten voor de zomerdagen Onze promoties om u aan te moedigen
Virginie Poels

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Virginie Poels
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82
Puratos Company Identity Guide Create value in baked goods through texture and nutrition.
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Seminars and events toolkit
> tri-fold invitation folder
Title Invitation
Subtitle Invitation with a maximum of two lines
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Uptat lore veliqui bla commy nisiet.
4 mm radius
Date
Table title Table title 00:00 00:00 Program item Explanation Program item Explanation Program item 00:00 00:00 Program item Explanation 00:00 00:00 Program item Explanation 00:00 00:00 Program item Explanation
How to use rounded corners Rounded corners will be applied to freestanding

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Our seminars and events toolkit, consisting of various templates for invitations, forms and posters will help you to quickly create a consistent and attractive look & feel for your seminar or event so that you can focus on the creating of the added-value content.
> invitation with fax back registration page > evaluation form
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Intro Landrem euisi blam conum verostrud molesectem zzriureet sum ver ing euguero doloreet wismoluptat. Duis aciliquamcon venim quip era consequat alit
Explanation Volor sed magna facipisl ullametue deleniatisci tie conse magna faccums andrem veraesto eu facil ulput am, quipisis dolenit, commy nos erat praese tat. Dunt at, si exeraes equisl utpat alis nisi. Luptat. Duisit utat, sed tismolum init aut ip et niat. Sumsandre tet iuscilisim nim quisisit iliquat irit aciliquip ea feugait iusto elit am quam aciduisi elesecte tie delit iuscinim adigna am etum accum quametue mincipis dolum quisl doloreet adit init nim dunt vercin utpat euguero
00:00 00:00 Program item Explanation 00:00 00:00 Program item Explanation 00:00 00:00 Program item Explanation 00:00 00:00 Program item Explanation 00:00 00:00
Explanation
Program item Explanation Program item Explanation Program item Explanation
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pictures: pictures that are not located on the edge of a page or immediately adjacent to other pictures. When pictures are positioned at any edge of the page, or pictures are combined in a picture strip, we dont use rounded corners. The corner radius as defined in Indesign will always be 4mm radius for an A4 format. On substantially bigger formats, such as posters,
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Subtitle
00:00 00:00
Date
Table title 00:00 00:00 Program item Explanation 00:00 00:00 Program item Explanation 00:00 00:00 Program item Explanation 00:00 00:00 Program item Explanation 00:00 00:00 Program item Explanation 00:00 00:00 Program item Explanation 00:00 00:00 Program item Explanation 00:00 00:00 Table title 00:00 00:00 Program item Explanation Program item Explanation Program item
Subtitle
Subsubtitle cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad min ver irilisi ea feu feu feummodo od moloborem zzriuscilit lam, sequisi smolorperat, velit aliqui tie mincinciduis elisi bla faccum deliquatisci essi eum init lutpat. Subsubtitle Od endion velent ute core commolor sequiscilla feum at luptat ate tetumsan ullam augiam, si bla aliquat. Lessenit, vel ipsum ex esse magna consequ isiscil utpat. Uptat vullutpat at vulputpat alit loborem
autpat ullandiat. Giat. Ecte vendre dolore min utpatin eum voluptat. Magna con ent la consecte feuisis dolumsandion vendre consequip eugait autpat. Lenit amcon elendip euismol oreriurem incilla adiam
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Program item Explanation Program item Explanation Program item Explanation
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verit velit pratie magna feuipsusci Introduction text Obore tem euipit enim quipis nostrud dunt wisci erosto esto consecte et praestrud lobortio estrud digna feuguer acipisl delendrem quamet praesed dolumsa ndreet lore minibh eugait nonsequi ipsummod eugue feu faci bla feublan ercilit lortin hendio do conse feuguero doluptatin vullaoreet gait dit del duip euis nostrud tatisl veliquat. exero dunt nulla feu feu faciliq uipit, Subsubtitle Wiscil ulla feuguer cipisis duis nos quis dolortis exer sed Ure commy autat nisi bla feugue min vullutat nit wisi tie venit ulla feugait ad erostis nim vel dui tation vendreetum ent non euisis dunt duipisisl iure venis nim digna accum euis del dolutpate amet, quatue dolore ea faciliquam, con hent eu feuipsustrud dunt utat, se modigna faccummy nullamcon ex elenis aliquat vero od ero odiam veliscipit et, conummodiat wisis hendre magnisi ese del el euisis nulputpat ent num veliquamet iure dolummy nos aute miniatin utat, quisl enissi.
adio odit endit aliscil iquipiscilit adion ulla facil exerosting erilis exeraese dolorper sit lum enibh erilit alit ad erci ero consequat wississim dio dolobortie min venis nosto dolessequisi nos numsan utpat. Re faciliq Ulluptatiunt quossum iundiss uismodio commy nonsecte delisit iurer in ulluptatue dio odionse Equamenis nis exerumq uaspeliatque et, omnihicabo. Aximi, qui dipit lore magna feuiscil utem inim ersped et faccum quo coneturias eos doluptiae niam, cust, uptatue dio odionse acculluptis dipit lore magna feuiscil utem inim sitasi tem est anitatesti oditam conseque nim nobis entem aliquunt et
quidusa ntemperum invent mod magnis sit ipis ium entiis soluptatur, illaudi sciisinum ut estrunt aut intissimus eatempo riorro mo eum Subsubtitle inveles aut quae eate ex ex et volorum veles sit, ut earum fugias ut re ea Wiscil ulla feuguer cipisis duis nos solupta eratemp eriandusci simus quia nobit fugiatur? autat nisi bla feugue prae min vullutat
nit wisi tie venit ulla feugait ad Hent. Sitdel qui voluptio occusamus, eiusa pel ius moles molupta poris erostis nim digna accum euis alignis aut dempor magnatisse denditin prem quis di cullitas voluptatur dolutpate con hent eu feuipsustrud solore, que quunda quam es a dolupturepe quasi utem que exerio et feuipsustrud dunt utat, veliscipit et, aborro et volores simendemos et, volorpo reictum et aut volorrovit conummodiat wisis adio odit endit laboribus si officaborum fugiti repe magniminum solut ipsam nulluptam aliscil iquipiscilit adion ulla facil ulpa aut voluptaeped quideli quaeptatur sus, totassit volorem incturem exerosting erilis exeraese
rehenet ma quiandae alicaborpor rem a seditas ius.
Us suscimagnam, sitaturibus
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> dvd sleeve
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Please complete the registration zzrit il ipsumsan elesequis aut. Name:
Invitation
Event title line
Subtitle description
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Date Location
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Title job: ................................................................................................................................................................................................................................................................................. Company: e-mail:

.......................................................................................................................... Country: .........................................................................................................................
Question: Lorem Accum dolenis modigna faccum volor si blan verci bla facilisi eugiat dolor ipsum iril irit lorem irit praeseq uissim nit ut irilisi tat. Ut venis dunt nulla autat. Ut alit velisim ver irilisit diametumsan er sectem il utatums andit? o Lorum o Lorum o Ipsum o Ipsum o Ipsum o Ipsum
................................................................................................................................... Tel: .......................................................................................................................................
Thank you for your collaboration. Language preferred for presentations o Lorum Accommodation The seminar will be held in the Hotel Royal Marina Plaza. Please specify the type and number of room(s) needed:
........................................ ........................................
we can increase the radius proportionally: A4: 4mm < A3: 5.7 mm < A2: 8 mm < A1: 11.3 mm < A0: 16 mm,...
o Ipsum
Question: Lorem Accum dolenis modigna faccum volor si blan verci bla facilisi eugiat dolor ipsum iril irit lorem irit praeseq uissim nit ut irilisi tat. Ut venis dunt nulla autat. Ut alit velisim ver irilisit diametumsan er sectem il utatums andit? o Lorum o Lorum o Ipsum o Ipsum Background information Name: o Ipsum
x Single Room(s) Check in Date(Y/M/D)
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x Double Room(s) Check in Date(Y/M/D)
Evaluation form
o Ipsum
www.puratos.com
Puratos will cover your hotel room of March 30th & 31st During the seminar, you will have the opportunity to schedule a one to one meeting with one of our speakers. What are the topics, treated during the seminar, you would like to discuss?
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Introduction Magna am zzrit praestio consecte tie velessi ea corem qui te minim quipis essent amconsequam velesto el ut in ulputat iure modit incip ero dolobor tionulputat. Duismod olorerate tis tionse magnibh eugiat. Ut veliquat landit wis er sequisi exerostrud mincil exeratum nit lum zzrit
numsan hent aci tis alis do dio od tatismodolor suscidunt aliquamet, vullumsan velit vullam, quatinci Title job: .................................................................................................................................................................................................................................................................................
Company: e-mail:
.......................................................................................................................... Country: .........................................................................................................................
................................................................................................................................... Tel: .......................................................................................................................................
Thank you for your collaboration.
Content
Legal information Obore ea adionum irilla feugait lobore esectet, secte tie feu feu facincidunt ea alit luptat lum dolor autetueratie magna feugait lor iusto od dit il enim zzrit ulla feugue molorpe rationsectem dolorpe rostrud dolent nulla adit, conullan ut er at, conse el ulpute faccum ad tat at. In vel dolorem zzrit eugait, si.Ro dolortio et, si. Lor sum et luptat, quisit vulla at. Duis augiat, consequis nonsequ atuerae ssequatue consed magnis nit dolor suscin volorpero consectem Lorting ex et lorem dolorti ncipis at atis estinisci tie volorerit et alisim zzrit exer sum vulputatio et, quisi tem vullamc oreros amconsequis
General question:
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Once we will receive your confirmation, we will send you more detailed information on the seminar. Thank you.
1. The overall content of the seminar according to your expectations? 2. The ratio theory (presentations) / practical?
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- the speakers knowledge of the topic

Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, Belgium 5. The presentation on Technical Basics for Understanding Finished T +32 2 481 44 44 - F +32 2 466 25 81 - E info@puratos.com goods texture
Invitation
Subtitle
Location Date
00:00 00:00 Program item Explanation
00:00 00:00 Program item Explanation
Subsubtitle Wiscil ulla feuguer cipisis duis nos autat nisi bla feugue min vullutat nit wisi tie venit ulla feugait ad erostis nim
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www.puratos.com
January 2010
feusit ................................................................................................................................................................................................................................................................................
Please complete the registration zzrit il ipsumsan elesequis aut. Name:

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In this issue: Tem ing eu faciliq uismodo lobore modit alisit lorercipis nonumsan. Tullandre del ip eugue dolorpe raessenisit aliquat. Pute feum ipis ad modolent laore dunt utat augait ut loboreetum duisissenim Ferit illam, vulputet la facilisim volortinci blaortiscip et dolorero con utem
Title job: ................................................................................................................................................................................................................................................................................. Company:

.......................................................................................................................... Country: .........................................................................................................................
E-mail: ................................................................................................................................... Tel: ....................................................................................................................................... Thank you for your collaboration.

Legal information Obore ea adionum irilla feugait lobore esectet, secte tie feu feu facincidunt ea alit luptat lum dolor autetueratie magna feugait lor iusto od dit il enim zzrit ulla feugue molorpe rationsectem dolorpe rostrud dolent nulla adit, conullan ut er at, conse el ulpute faccum ad tat at. In vel dolorem zzrit eugait, si.Ro dolortio et, si. Lor sum et luptat, quisit vulla at. Duis augiat, consequis nonsequ atuerae ssequatue consed magnis nit dolor suscin volorpero consectem Lorting ex et lorem dolorti ncipis at atis estinisci tie volorerit et alisim zzrit exer sum vulputatio et, quisi tem vullamc oreros amconsequis
iurerci Decorcrem Decorcrem Decorcrem Decorcrem
iurerci Decorcrem light Decorcrem dark Decorcrem heavy Decorcrem medium
veraessiscip 0065212001SH11 0065212001SH11 0065212001SH11 0065212001SH11
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iurerci Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum
veraessiscip 25 Lbs. Bag 25 Lbs. Bag 25 Lbs. Bag 25 Lbs. Bag
Table Title Sansa Bold Condensed 8pt. Text Sansa Condensed 8 pt, leading 10 pt strokes: 0,5 pt rounded corner radius: 4 mm Colour = colour of the wave

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Ud te dignisl er ipsustrud te min hent acip

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Please complete the registration at www.puratos.com/seminartitle
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> square invitation folder
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Register on line
Please complete the registration at www.puratos.com/seminartitle
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www.puratos.com
www.puratos.com
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3. The presentation on Bakery Trends in Asia - the added value of the information delivered - the level of detail of the information - the speakers knowledge of the topic 4. The presentation on Creating Value in Baked Goods through Texture and Nutrition - the added value of the information delivered
> two-fold program folder
www.puratos.com
- the level of detail of the information
Title Program
Subtitle
- the added value of the information delivered - the level of detail of the information - the speakers knowledge of the topic 6. Workshop 1 on Create more Value in your Cakes through Texture and Nutrition - the added value of the information delivered - the level of detail of the information - the speakers knowledge of the topic
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Date
Table title 00:00 00:00 Program item Explanation 00:00 00:00 Program item Explanation 00:00 00:00 Program item Explanation 00:00 00:00 Program item Explanation Table title 00:00 00:00 Program item Explanation 00:00 00:00 Program item Explanation Program item
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Explanation
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> online invitation
Date
Table title 00:00 00:00 Program item Explanation 00:00 00:00 Program item Explanation 00:00 00:00 Program item Explanation 00:00 00:00 Program item Explanation Table title 00:00 00:00 Program item Explanation 00:00 00:00 Program item Explanation Program item
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> contact form
invitation
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Public Relations and the Puratos boiler-plate
PRESS RELEASE
January 17, 2012
A boiler-plate is a descriptive text about Puratos. The new Puratos boiler-plate text should be used when we want to describe our Group in a nutshell. Youll see its been used in the corporate brochures and will in the future become a constant feature of all Public Relations press releases. It can also be used on the website of a partner or in a leaflet for a project we sponsor,...
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Puratos is an international group with a full range of innovative products and application expertise in the bakery, patisserie and chocolate sectors. Products and services are available in more than 100 countries around the world, and in many cases actually produced there by our subsidiaries. Clients are artisans, industrial, retailers and food service. We aim to be reliable partners in innovation wherever we are in the world, and so help our customers deliver nutritious, tasty food for the communities they live in. Our head office is in Groot-Bijgaarden, near Brussels in Belgium.
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About Puratos
Puratos is an international group with a full range of innovative products and application expertise in the bakery, patisserie and chocolate sectors. Products and services are available in more than 100 countries around the world, and in many cases actually produced there by our subsidiaries. Clients are artisans, industry, retailers and food service. We aim to be reliable partners in innovation wherever we are in the world, and so help our customers deliver nutritious, tasty food for the communities they live in. Our head office is in Groot-Bijgaarden, near Brussels in Belgium. The Puratos Team, reliable partners in innovation.
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To add some more up to date facts and figures, have a look at the fact sheet on our Puranet (search for Puratos facts & figures in the search box on the homepage) or contact communication@puratos.com.
Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, Belgium T +32 2 481 44 44 - F +32 2 466 25 81 - E info@puratos.com KBC 432-4016331-92 - IBAN BE12 4324 0163 3192 - Swift KREDBEBB Fortis 210-0150700-14 - IBAN BE94 2100 1507 0014 - Swift GEBABEBB BTW/TVA//MWS: BE 0438.632.416 - RPR/RPM: 0438.632.416 - Kh. Brussel / Comm. Bruxelles
www.puratos.com
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Internal communication material
Internal magazines
Other internal communication
The Unicorn magazine is our local, internal newsletter aimed at all our personnel. It is created and published by the country. The U-Team magazine is our international magazine aimed at managers of the Puratos Group. It is made in our company headquarters in Brussels.
> Unicorn local magazine cover design
> U-team international magazine cover design

MAGAZINE
The Puratos Passport is an internal brochure, informing all our collaborators about where we come from, who we are, what we stand for and how we do things. And inciting all employees to behave like a true Puratos spokesperson themselves.
PURATOS PASSPORT
unicorn
Le magazine trimestriel pour et par les employs du groupe Puratos. january 2010
u-team
M AGAZINE MAGAZINE
The Quarterly magazine of the Puratos Group for U-team members worldwide Puratos Group Management News April 2010
This passport belongs to
Quatres tonnes dans les embouteillages p5 La journe gros pull ou comment consommer mois dnergie p11 Hier et aujourdhui Raymond Dome & Thierry Meunier p22
DOSSIER
EFFICIENCY
Improving
1.
Jantcheff Willems
2.
Surname
Pascale Henk
Given nameS
What does Puratos stand for?*

everywhere in the world. We respect local food cultures, and do what we can to be a part of them.
We want to be
As a specialist in bakery, patisserie and chocolate, we inspire our customers with new ideas.
3.
United States Belgium
iSSuinG country
4.
Mai June 15th 2011 21 2011
Delivery Date
close to people
innovative products, technologies and services, that were able to deliver concrete solutions our clients can rely on.
Its through
5.
SiGnature of the paSSport owner
Everything we do, we do with passion.

* this is the outcome of a survey conducted in 2010 amongst our colleagues and customers in the world
Our Vision
We believe that all over the world people will attach more and more importance to the quality of their food in the future.
Our Mission
At Puratos, we are close to customers and consumers everywhere. We turn technologies and experiences from food cultures around the world into new opportunities to help our customers to be more successful with their business.
our values
Six values guide our behaviour to be true reliable partners in innovation.
The Puratos magic:
Team spirit
Passion
NUTRITION
HEALTH
Ethics
Courage
PLEASURE
CONVENIENCE
TASTE
Our positioning
Therefore we are commied to oering products that combine taste and nutritional value and, as a result, contribute to consumers health and eating pleasure, in the most convenient way.
passion
ethics quality courage
Team spirit vision
Quality
Vision
The three rst values relate to the way we are reliable partners.
The next three relate to the way we innovate.
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Products and concepts communication

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About our brands

We have chosen to create one strong corporate brand : Puratos. Its not just our corporate communications that are subject to a strict set of guidelines. Our products and concepts also need to be easily and readily identified as coming from Puratos.
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Brands and concepts

Note: we dont make a difference in look & feel between products and concepts.
Definitions
Product Product range Priority brand Concept Application SKU (stock keeping unit) ex. Tigris, Crealis, pralin A collection of products ex. Argenta, Topfil, Selection A product or a range of products carry a priority brand and get a focussed attention and communication when they are important (potential) sales drivers (focus = business development). We have a current list of 22 priority brands. ex. O-tentic, Acti-Fresh, Carat ex. Specialty mixes, Glazes, Real Chocolate A common Puratos approach to facilitate sales of 1 or more priority brands, ranges and/or products. A concept can also be technology based or application based. ex. Breads of the world, French patisserie, integrated filling approach A finished product purchased by consumers and that contains Puratos products. ex. Donuts, muffins, pralines
Product categories
Bakery Patisserie Chocolate
Bread improvers Modulars Flavours & sourdoughs O-tentic Bread mixes Margarines & specialty fats Enzymes Emulsifiers Other products
Cake, sponge & choux mixes Custard cream mixes French specialty mixes Mousse & bavarois mixes Fruit & cream fillings Flavouring preparations Glazes Icings, fudges & ganaches Non-diary toppings UHT specialties Other products
Real Belgian chocolate Real chocolate Compound chocolate Chocolate, cocoa & nut-based fillings Pralins & Nut pastes
Product category A collection of products and ranges that are considered to form 1 business entity.
Priority brands
Bakery Patisserie Chocolate
Concepts
Frostec Breads of the world Whats your texture Donut platform Melting Muffins Cupcakes French patisserie American sweet goods Donuts Packed or LSL patisserie Danish/viennoiserie Frozen patisserie Croissants Cyrano Food pairing Chocolate applications Chocolate in patisserie Integrated filling approach
S500 Softr Kimo Sapore O-tentic Puravita Aristo Puraslim
Satin Cremyvit Acti-Fresh Harmony Miroir Cremfil Ambiante Chantypak Deli Sunset Glaze PatisFrance
Belcolade Chocolant Carat PatisFrance
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Brand architecture + Brand policy
Bakery Concepts
Product categories
Patisserie
Product categories
Chocolate
Product categories
The Group Brand Committee decides on the brand policy of the Puratos Group. When it comes to creating a new brand, a specific procedure must be followed as explained below. There are no exceptions to this rule.
Group procedure: Trademark protection

Priority brands Product ranges Products Priority brands Product ranges Products Priority brands Product ranges Products
The objective of this Trademark protection policy is to set up a procedure in order to efficiently manage the legal protection of the Puratos Group Trademarks. Trademark registrations of Existing and New Trademarks worldwide, as well as the renewal hereof, can only be done The implementation of this policy is primarily the responsibility of the Group Legal Department. All Regional Directors, General Managers, Finance Managers and Marketing Managers are expected to be fully acquainted with the present procedure and Once a Trademark is registered it is extremely important to to ensure that it is fully implemented. in name of Puratos NV and this only by the Group Legal Department. The Puratos Group Subsidiaries are not allowed to register Trademarks in their own name. This procedure is mandatory for all Puratos Group Subsidiaries.
Customer segments
Artisan Industry Supermarket Foodservice Chocolatiers
use the Trademark correctly and to take all proper measures to maintain the Trademark rights so that legal action can be taken against any third party who is infringing the Puratos Group Trademark rights.
The complete text of the procedure can be found on the Brand Portal or Puranet.
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Role of the Brand Committee The Brand Committee is composed by the Group Marketing Services Director, the Communication Manager, the Company Lawyer responsible for Trademark protection and the Product Manager of the concerned SBUs (or someone delegated). Regular meetings will be held by the Brand Committee. If necessary, other persons can be invited on an ad hoc basis depending on the topics to be discussed. The Brand Committee will detect the needs for Trademark registration and shall discuss the registration requests submitted by the Puratos Group Subsidiaries and the (S)BUs. Priority shall always be given to Priority Assortment Brands and Trademarks used in more than one country. The Brand Committee will each year draw up a list of Trademarks that will be registered the following year and the corresponding budget necessary to proceed with the registration. This list will be submitted to the IP Steering Committee for approval. All Registration Requests not included in the above mentioned list (i.e. not timely submitted or registration with short notice necessary) shall be examined by the Brand Committee. If the Brand Committee is of the opinion that the Trademark can be registered within the existing budget, the applicant will be informed and the registration procedure shall be started by the Group Legal Department. In case that the Brand Committee does not approve the Trademark registration, the Brand Committee shall inform the applicant of its decision and shall submit the registration request to the IP Steering Committee that will take a final decision. The Brand Committee will also monitor the budget for Trademark registration and make proposals for adjustment where necessary. The IP Steering Committee will be informed on these proposals and shall take a final decision.
How to choose a New Trademark? A New Trademark should be: Distinctive: this means that the Trademark should be able to distinguish the goods from those of other companies. Therefore, the New Trademark should be non-descriptive of the goods to which it is applied. Some fanciful character with respect to the goods is required. Distinctiveness can be either strong or weak. However, a Trademark with a low distinctive character will be considered as a weak Trademark. A weak Trademark will not result easy to register and even in case that it gets finally registered, it will be very difficult to act against third parties who use a similar Trademark. On the other hand, Trademarks with a strong distinctive character are considered as strong Trademarks and have therefore a larger scope of protection. Strong trademarks result easy to protect against infringement by third parties. Examples: SUPERPOMME for fruit fillings: descriptive, weak trademark APPLE for computers: not-descriptive, strong trademark
Registration of a New Trademark A New Trademark for a new product can be proposed by the respective (S)BU or the Puratos Group Subsidiaries. All Puratos Group Subsidiaries shall submit a New Trademark Request (available on PuraNet) to the BU director. In case that the BU director approves the proposed New Trademark, the New Trademark Request shall be submitted to the Brand Committee (Group Marketing Services Director and the Group Legal Department should be contacted). For this purpose, a New Trademark Request form is available on PuraNet. The request should be submitted ASAP and in any case before any packaging, brochures and/or commercial communications are prepared. Ideally the request should be submitted at least 3 months before the preparations for the launch get started. The Brand Committee will examine the request and the Group Legal Department will conduct a preliminary availability search. When the proposed Trademark fits into the Puratos brand strategy and when the preliminary availability search did not reveal any conflicting Trademarks, the new Trademark will be submitted for final approval to the IP Steering Committee. The Brand Committee will also make a recommendation for the registration of the new Trademark if necessary, and the timing of this. If the IP Steering Committee decides that the Trademark can be used, a full availability check will be done by the Group Legal Department. If no conflicting Trademarks appear from this search, the Trademark can be used. When the Brand Committee and the IP Steering Committee deem it necessary, the New Trademark will be registered. Trademark registration can only be done by the Group Legal Department in name of Puratos NV.
Available: the New Trademark should not be the same or confusingly similar to Trademarks used for competing products or well-known trademarks used on non-competing products. Example: MILKO for chocolate: confusingly similar to MILKA
Allowable: the New Trademark should not be contrary to public order and morality, and not be deceptive or misleading in relation to the goods to which it is applied. Example: SUPERPOMME for raspberry filling: misleading
For more information on the strength of a New Trademark, please contact the legal department (trademarks@puratos.com).
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Some practical guidelines to use the Puratos registered trademarks correctly 1. Ensure that the trademark stands out from its surroundings. This will be achieved by following these rules: - always write the first letter of each word in a trademark as a capital letter, the remaining letters in small letters; - in the ingredient list of a recipe, write the trademark in bold letters; - on all packaging and labels, use the defined font and write the whole trademark in capital letters and in italic; Examples: in the ingredient list of a recipe (in bold): Softr on labels and packaging: TEGRAL SPONGE in a text: Paso Doble bread improver 2. Use the trademark in association with a generic description of the product Example: Softr bread improver The Trademark should always be used in combination with the generic name of the product, this in order to avoid that the Trademark becomes a commonly used name in trade which can lead to the dilution of Puratos Trademark rights.
Trademark license agreements For trademarks used by our clients, i.e. Puravita, it is important to conclude a Trademark license agreements with the client. This is not only a requirement to maintain our trademark rights but it also excludes every doubt concerning the ownership of the trademark. Moreover, the agreement will contain stipulations on the conditions to use the Trademark and the quality level of the products sold under the Puratos Group Trademark. Having a signed Trademark license agreement with our clients can be an essential element to take legal action in case of Trademark infringement by a third party.
Trademark infringement The Group Legal Department should be informed ASAP of any infringement or imminent infringement of the Puratos Group Trademarks worldwide (trademarks@puratos.com). There can be an infringement when a third party uses an identical or similar trademark for identical or similar products. The Group Legal Department will examine the case in detail and shall discuss it within the Brand Committee, and with the IP Steering Committee if necessary. The appropriate steps will then be taken by the Group Legal Department in order to defend the Puratos Trademark rights. The Group Legal Department will also monitor the Priority Assortment Brands through a trademark watch service. If necessary, oppositions will be filed against third parties who
All Trademark license agreements should be 3. Use a trademark in the form that it is registered Example: Miroir not Mirroir O-tentic not Authentique O-tentic not Easy O-tentic 4. A trademark should not be used in the possessive Incorrect use: Belcolades taste Correct use: Belcolade, its taste 5. Only use a trademark for products sold under that mark Do not use a trademark to describe a product or article that is not sold under that mark. Incorrect use: Collect the Belcolade mug given away with each pack of white chocolate. Correct use: Collect the mug given away with each pack of Belcolade white chocolate. 6. A trademark should be used in the singular Do not use a trademark in the plural. Incorrect use: S500s may be obtained from all reputable representatives. Correct use: S500 bread improvers may be obtained from all reputable representatives.
TM
apply for the registration of identical or similar trademarks for identical or similar products. The oppositions will be discussed within the Brand Committee, and submitted to the IP Steering Committee for a final decision if necessary.
drafted or reviewed by the Group Legal Department (trademarks@puratos.com).
Use of or may only be used to identify registered trademarks. In certain countries, it is a criminal offence to identify an unregistered trade mark with the symbol . In case of doubt, please contact the Group Legal Department (trademarks@puratos.com).
Conclusion Trademarks are one of the most valuable assets of the Puratos Group. Trademarks allow customers to recognize the Puratos Group products and to distinguish them from the products of competitors. Problems can arise when competitors copy the Puratos Group
may be used to identify both registered and unregistered trademarks for goods.
Trademarks or use a Trademark that can be confused with the Puratos Group Trademarks. In order to overcome these problems, complying with this Group Trademark Protection Policy is utmost important. For any further information concerning Trademark protection, please contact the Group Legal Department (trademarks@puratos.com).
The entire procedure can be found on PuraNet (Puratos intranet).
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Building blocks
Not only our corporate communication is subject to a strict set of guidelines. When we communicate about our products and concepts, it must be fully in line with the overall corporate identity. Both our corporate image and products and concepts images will benefit from it and reinforce each other.
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Product and concept colours
Ambiante
Lorem ipsum dolorem et lipsu
Chocolant
Chocolant
PMS 7421C CMYK 60 - 100 - 100 - 40
Ambiante
PMS 1385C
Each priority brand is identified by a specific colour (see below). This colour is only used for the brand name (see opposite page).
CMYK 0 - 53 - 100 - 2
Priority brand colours Bakery

S500
PMS 872C CMYK 40/47/77/16
Kimo
PMS 298C CMYK 66/8/2/0
Aristo
PMS 144C CMYK 3/58/100/0
O-tentic
PMS 491C CMYK 34/85/69/36
Sapore
Sapore
PMS 202C CMYK 30 - 95 - 73 - 31
Softr
PMS VioletC 65% CMYK 98/100/0/0 65%
Sapore
PMS 202C CMYK 30/95/73/31
Puravita
PMS 200C CMYK 0/100/70/20
Puraslim
PMS 471C CMYK 11/69/100/15
Priority brand colours Patisserie

Satin
PMS 689C CMYK 7/77/0/34
Cremyvit
PMS 155C CMYK 0/12/34/7
Acti-Fresh
PMS 144C CMYK 3/58/100/0
Harmony
PMS 661C CMYK 100/87/0/2
Deli
PMS 279C CMYK 68/35/0/0
Miroir
PMS 272C CMYK 58/55/0/0
Cremfil
PMS 124C CMYK 7/34/100/0
Ambiante
PMS 1385C CMYK 0/53/100/2
Chantypak
PMS 2758C CMYK 100/94/30/25
Sunset Glaze
PMS 4695C CMYK 43/75/75/57
PatisFrance
PMS 207C CMYK 15/100/43/0
Our three corporate colours (orange, red, pink) do not refer to specific business units or product groups. While they can be used at random,
Priority brand colours Chocolate

Belcolade
PMS 4975C CMYK 64/98/98/75
Puratos orange remains the preferred choice. However, if the red or pink matches better with the picture, feel free to use those corporate gradients.
Chocolant
PMS 7421C CMYK 60/100/100/40
Carat
PMS 1535C CMYK 0/79/100/52
PatisFrance
PMS 207C CMYK 15/100/43/0
102
103
Concept patch
A concept is a common Puratos approach to facilitate sales of 1 or more priority brands, ranges and/or products. A concept can also be technology based or application based, ex. Breads of the world; French patisserie; integrated filling approach.
Constructing the concept patch
When a concept needs the support of a logotype, than a concept patch is designed as a 44 mm x 44 mm block (with 4 mm radius rounded corners) when used on an A4 page format. It has a disctinctive look and feel that fits within our corporate styling.
Applying the concept patch

On the cover
Product name
On a cover page format, we use the concept block extending from underneath the top wave element.
Example concepts
A Frostec Breads of the world Whats your texture Donut platform Melting Muffins Cupcakes French patisserie American sweet goods Donuts Packed or LSL patisserie Danish/viennoiserie Frozen patisserie Croissants Cyrano Food pairing Chocolate applications Chocolate in patisserie Integrated filling approach
Great taste & Wellness
A In this case, the concept patch is aligned on the Puratos logo. The distance to the top of the page is a result of the location of the top wave element: we have to make sure the full height of the concept block remains visible.
44 mm
4 mm radius
Name concept
> Concept block example
44 mm
On the inside spread

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alisim ea feugue mod elis atuerae ssissit. veliquis dignim nibh eugiat vendre dolore cor sustrud eugait alisim ea feugue mod elis atuerae ssissit.
On the inside of a brochure, we can either use Fabuloso. the concept block as a stand alone element, or Consecte dolorer iurerci tet. combine it with a picture. When combining it
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with a picture, we can use the wave shape as the edge between the concept block and the picture.
Se vullum zzril
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Se tet inci tate tem velit, consequat diam do et voluptatue doloreet vent iril irillaor si. Pat lam el del ulput nulpute facinim zzrit lor sectet nullutpat num dolore veliquis dignim nibh eugiat vendre dolore cor sustrud eugait alisim ea feugue mod elis atuerae ssissit. Se tet inci tate tem velit, consequat diam do et voluptatue doloreet Se tet inci tate tem velit, consequat diam do Pat lam el del ulput nulpute facinim Num dolore veliquis dignim nibh eugiat vendre Se tet inci tate tem velit, consequat diam do
104
105
Sit amed
Se tet inci tate tem velit, consequat diam do et voluptatue doloreet vent iril irillaor si. Pat lam el del ulput nulpute facinim zzrit lor sectet nullutpat num dolore veliquis dignim nibh eugiat vendre dolor. Re cor sustrud eugait alisim ea feugue mod elis atuerae ssissit. Se tet inci tate tem velit, consequat diam do et voluptatue doloreet vent iril irillaor si. Pat lam el del ulput nulpute facinim zzrit lor sectet nullutpat num dolore veliquis dignim nibh eugiat vendre dolore cor sustrud eugait alisim ea feugue mod elis atuerae ssissit.
Products and concepts signature block

Doloborem zzriurero conullandre
Obor suscil er aliquipsum nis dion vendignibh el iusci ercipit, quipit alit volobore magna faciduisi eugiam zzrit duipisis er sit utpat num eugait lor aciliquisi. Tem nos autpat, venim do commodolore ercipit acin venisl utet, si. Lisi blaore molesecte do commy
On all of our corporate documents consisting of vent multiple pages, voluptatue doloreet iril irillaor si. Pat lam el del we ulput nul sign off with the back cover signature block. It consists of the logo, our url and our contact details. Lorum ipsum dolor
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Se tet inci tate tem velit, consequat diam do et
Sit amed
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Lorum ipsum dolor

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Call to action Riuscidunt velit adiat. Pit laor sum nosto et, verostisim nullam ver sum delestisit modiam dit, consequat iure mod min.Estibus et est, omnihil loreperor sit labo. Cat fuga.
5
Call to action Riuscidunt velit adiat. Pit laor sum nosto et, verostisim nullam ver sum delestisit modiam dit, consequat iure mod min.Estibus et est, omnihil loreperor sit labo. Cat fuga. Opta voluptibus suntiur, quo to vollab imagnis aut eosam vollabo recusam quos rest, to inust, simporp orrum, cori ut am adiatus a vent,
4
407240 - 02.01.2008 - PURATOS DESIGN
Cem do et voluptatue doloreet vent iril irillaor si. Pat lam el del ulput nulpute facinim zzrit lor sectet nullutpat num dolore veliquis dignim nibh eugiat vendre dolor.
www.puratos.com/productname
Doloborem zzriurero conullandre

2 3
Sit amed
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Lorum ipsum dolor

Se tet inci tate tem velit, consequat diam do et voluptatue doloreet vent iril irillaor si. Pat lam el del ulput nulpute facinim zzrit lor sectet nullutpat num dolore veliquis dignim nibh eugiat vendre dolore cor sustrud eugait alisim ea feugue mod elis atuerae ssissit. Se tet inci tate tem velit, consequat diam do et voluptatue doloreet vent iril irillaor si. Pat lam el del ulput nulpute facinim zzrit lor sectet nullutpat num dolore veliquis dignim nibh eugiat vendre dolore cor sustrud eugait alisim ea feugue mod elis atuerae ssissit. Beremque non net landebit, con ra ne es et vellatem faccus alit, ut volorio. Ut od eumquatio mo esequam as a volenis ciatquiscius ut voluptae pel imolupti sit, quodit eate pedit qui conectis eum earum ea ilique veratur alit aperat rest, aut harchic te lam dolore
407240 - 02.01.2008 - PURATOS DESIGN
1 The white Puratos logo The Puratos logo on the back cover is always 30 mm wide.
2 Website Our website is placed in Sansa Std SemiBold 15 pt, in white.
3 Contact details Our company name is placed in Sansa SemiBold 8 pt, all other contact information is set in Sansa Normal 8 pt. If more lines are required, make sure the bottom line of the contact details is always aligned to the logo.
4 Reference code Our document reference code, that allows for easy retrieval of the source document (e.g. for reprinting) is written at a 90 angle in Sansa Std Normal at 5 pt, in our Puratos warm ochre. The code number always show the date of creation (not the date of a possible re-printing) in month & year.
5 Call to action box This element can be added to the back cover. It consists of a shape with rounded corners that extends from the wave, in a 20% tint of the wave colour. Please, align the width of the box with graphical elements on the page. This box can be put on top of the wave or underneath the wave. Note: the back cover of each product brochure should contain the Puratos logo, contact information and website. It should always be placed at the same precise location.
Call to action Riuscidunt velit adiat. Pit laor sum nosto et, verostisim nullam ver sum delestisit modiam dit, consequat iure mod min.
106
407240 - 02.01.2008 - PURATOS DESIGN
107
Product sheet
8 1
Product name
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Title Lorem Ipsum
3 4
Product name Font: Sansa SemiBold 36 pt Leading 36 pt Character colour = colour wave or priority brand colour See p 102
Lorem
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Loremipsum dolorem
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Lorem
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A touch of Germany in your breads.

Aroldo is a liquid sourdough, designed for mixed rye, mixed wheat breads and for multigrain bread. Aroldo has its origins in Germany, known for its huge variety of rye breads such as Pumpernickel or Krustenbrot. Traditionally, rye flour is used for these types of bread although it is often mixed with some wheat flour.
Flavour profile
Flavour profile
Nose: fruity fermentation, flavour in balance with prickling acidity, rye sourdough notes Taste: fermented rye, instant acidity on tongue, yeasty notes.
Advantages
Acid Beer Astringent
5
Title Lorem ipsum
2 6
Introduction product Font: Karmina regular 16 pt Leading20pt Character colour = Puratos grey
Nose: fruity fermentation, flavour in balance with prickling acidity, rye sourdough notes Taste: fermented rye, instant acidity on tongue, yeasty notes.
Advantages
a ready-to-use sourdough improved bread volume higher dough yield improved crumb elasticity
Malted
Bitter
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a ready-to-use sourdough improved bread volume higher dough yield improved crumb elasticity
Rye Acetic
Azym Bread
Dosage
7-8% on rye flour 2-3% on wheat flour

Technical info
Dosage
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Title Font: Semi Bold 15 pt Leading15pt Character colour = colour wave
Tilte lorem ipsum
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Tilte lorem ipsum
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Shelf life: 9 months at 25 C Packaging: 10 kg (bag in box) Del dunt pratem delenibh eum verilit at, quis dolore dionsenit ute doloreetuer sendiam zzrit vullaor perillan ut duisl ullaor iriusti nissit lobore mincidunt nisit ad te doloreet non vel exer sequamet lum alis do Numsan eum inim dolesed eniat. Ure veros adit lutem nullamet aut nonse tatet, quis nullaorerit ing estrud eu facilis nis autat non eui ea ad ex et lutatem zzril delit non er in utat. Iduisse quipit augiam essi. Del dunt pratem delenibh eum verilit at, quis dolore dionsenit ute doloreetuer sendiam zzrit vullaor perillan ut duisl ullaor iriusti nissit lobore mincidunt nisit ad te doloreet non vel exer sequamet lum Numsan eum inim dolesed eniat. Ure veros adit lutem nullamet aut nonse tatet, quis nullaorerit ing estrud eu facilis nis autat non eui ea ad ex et lutatem zzril delit non er in utat. Iduisse quipit augiam essi.
Introduction Font: Sansa normal 12 pt Leading16pt Character colour = Puratos grey

www.puratos.com/productrange
5
407240 - 02.01.2008 - PURATOS DESIGN
Paragraph title text Font: Sansa Bold 9 pt Leading13pt Character colour = colour wave
> product sheet front example
> product sheet back example
www.puratos.com/range name
Paragraph text Font: Karmina Regular 10 pt Leading13pt Character colour = Puratos grey
Products and packshot pictures
Line Dotted line 1 pt Color = Puratos grey
108
407240 - 02.01.2008 - PURATOS DESIGN
Tilte lorem ipsum
7-8% on rye flour 2-3% on wheat flour

Technical info
Shelf life: 9 months at 25 C Packaging: 10 kg (bag in box) Del dunt pratem delenibh eum verilit at, quis dolore dionsenit ute doloreetuer sendiam zzrit vullaor perillan ut duisl ullaor iriusti nissit lobore mincidunt nisit ad te doloreet non vel exer sequamet lum alis dolore consed ercilis Numsan eum inim dolesed eniat. Ure veros adit lutem nullamet aut nonse tatet, quis nullaorerit ing estrud eu facilis nis autat non eui ea ad ex et lutatem zzril delit non er in utat. Iduisse quipit augiam essi.
109
Recipe page
Loremelias
Dolores magnteico
Loremelias
Dolores magnteico
1 Product name Font: Sansa Light 18 pt Colour: Puratos grey 2 Recipe name Font: Sansa Semibold 28 pt 9 1 Colour: colour of the brand
A wholesome loaf bread with a sprinkle of yin and yang.
Benefit: Carat compound chips add an indulgent touch to this nutritious recipe.Offictibus. Totas rehenAm dolore tincipsummy Consecte dolorer iurerci ver sissi Doloborem Weugiam Ovullum Doloborem zzriurero Veliquisl eugiam ip exerciliquat Re eugait ullam 300 g 1000 g 350 g 225 g 60 g 125 g 250 g 2%
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GDA** per serving of xxg
Energy (kcal) Sugars (g) Fat (g) Saturated fat (g) Sodium (g)
137
7%
17
6%
23
14%
26
143
6%
12%
Nutritional value per 100g*
Energy (kcal) 100
Fat (g) 3%
Saturated fat (g) 14,47
Carbohydrates (g) 12,78
Sugars (g) 34,58
Protein (g) 28,11
Sodium (g) 16,87
Product name
Ipsum Dolores
block 3 Introduction Font: Sansa Light 12 pt Leading12pt Colour: Puratos grey 4 Benefit text Benefit: Font: Sansa Semibold 8,5 pt Character colour = colour wave Other text: Font: Karmina Regular 8,5 pt Character colour = Puratos grey
> recipe example
Make the best ever triple chocolate cake with this easy recipe.
Benefit: Carat compound chips add an indulgent touch to this nutritious recipe.
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Ut adignim essit ip el irilla facilit
1. Preparation step one: Ut utet augue commy num exer se min velit alisci blaore. 2. Se vullum zzril dolore: Monullandre te magnisit nisit utat accum quat. 3. Veliquisl eugiam: Sisim qui blaore magnit nisit augait wissi tat, conseni sisismolore corting eugiate molorpe rcidunt wiscili quipsum zzriuscip erate del eum iure dit duis nibh elessis alis nos alit wisis alis nim quat utpatue min venibh. 4. Iliquate velesed: Am dolore tincipsummy nim dolenia mconum quam dolorpe rcidunt at.
Magnelium carmen
A sinful brioche with a mnage trois of chocolate chips.
Benefit: Easily infuse chocolate indulgence into all your bakery with Carat chips.
Am dolore tincipsummy Consecte dolorer iurerci ver sissi Doloborem Weugiam Ovullum Doloborem zzriurero 300 g 1000 g 350 g 225 g 60 g 125 g
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137
7%
17
6%
23
14%
26
143
6%
137
7%
17
6%
23
14%
26
143
6%
12%
INSERT CODE
Energy (kcal) 100
Fat (g) 3%
Sugars (g) 34,58
Protein (g) 28,11
Sodium (g) 16,87
Energy (kcal) 100
Fat (g) 3%
Sugars (g) 34,58
Protein (g) 28,11
Sodium (g) 16,87
5 Ingredients text Font: Sansa Normal 7 pt Leading14pt 3

Consenes ipsum alitate maiorro videbis autas explant et
Benefit: CErum nonsecte eatquo voluptiant dolorro est, nonsequo maxim quiae nonem et optaepe rcipsun damusandam qui secep
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1. Preparation step one: Ut utet augue commy num exer se min velit alisci blaore. 2. Se vullum zzril dolore: Monullandre te magnisit nisit utat accum quat. 3. Veliquisl eugiam: Sisim qui blaore magnit nisit augait wissi tat, conseni sisismolore corting eugiate molorpe rcidunt wiscili quipsum zzriuscip erate del eum iure dit duis nibh elessis alis nos alit wisis alis nim quat utpatue min venibh. 4. Iliquate velesed: Am dolore tincipsummy nim dolenia mconum quam dolorpe rcidunt at.
Character colour = Puratos grey 6 Preparation text Font: Karmina Regular 8,5 pt Leading11pt Character colour = Puratos grey
Sunshine glaze
Chocolate Orange Bread

Am dolore tincipsummy Consecte dolorer iurerci ver sissi Doloborem Weugiam Ovullum Doloborem zzriurero Veliquisl eugiam ip exerciliquat 300 g 1000 g 350 g 225 g 60 g 125 g 250 g 2%
Chocolate Orange Bread

Am dolore tincipsummy Consecte dolorer iurerci ver sissi Doloborem Weugiam Ovullum Doloborem zzriurero Veliquisl eugiam ip exerciliquat Re eugait ullam 300 g 1000 g 350 g 225 g 60 g 125 g 250 g 2%
5 8
Dolore Re eugait ullam
137
7%
17
6%
23
14%
26
143
6%
7 Guideline Daily Amounts Font: Sansa Condensed 5pt Leading5pt Font: Sansa Normal 6/8 pt, Colour: reddish brown 8 Nutrional Value Font: Karmina Bold 5,5 pt Leading7pt Font: Sansa Normal 5 pt Leading7pt 9 Line Dotted line 1 pt Colour: colour of the wave 10 Brand block See page 44-45
Re eugait ullam
137
7%
17
6%
23
14%
26
143
6%
137
7%
17
6%
23
14%
26
143
6%
12%
12%
12%
Energy (kcal) 100
Fat (g) 3%
Sugars (g) 34,58
Protein (g) 28,11
Sodium (g) 16,87
Energy (kcal) 100
Fat (g) 3%
Sugars (g) 34,58
Protein (g) 28,11
Sodium (g) 16,87
Energy (kcal) 100
Fat (g) 3%
Sugars (g) 34,58
Protein (g) 28,11
Sodium (g) 16,87
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3X Chocolates Brioche
3X Chocolates Brioche
137
7%
17
6%
23
14%
26
143
6%
137
7%
17
6%
23
14%
26
143
6%
12%
12%
Energy (kcal) 100
Fat (g) 3%
Sugars (g) 34,58
Protein (g) 28,11
Sodium (g) 16,87
Energy (kcal) 100
Fat (g) 3%
Sugars (g) 34,58
Protein (g) 28,11
Sodium (g) 16,87
10
110
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12%
111

112
Packaging
Puratos packaging is present in all customers work places and is therefore the most visible communication tool. Its quality and specifications must therefore be very carefully monitored before each delivery. Packaging remains unchanged until 2013.
5
113
Packaging layout for bags
All bakery and patisserie bags, cardboard boxes and bag-in-boxes should be printed in 3 colours.
Front side
Upper part has a white background for product names: a big Puratos logo (without tagline) for priority brands: a smaller
360. mm 160. mm 310. mm
Product name Note that the label is not centered on the front side, but aligned to the right edge of the bag. Thebrand name is always centered on the Puratos logo. Make sure your operators are informed about it.
Puratos logo (without tagline) and the strong brand name in Frutiger Italic Bold.
A brown line PMS 491 separates the two parts and goes all around the packaging. This line will be partly covered by the label. For bags, the visible upper part and the lower part are always of the same size. For other packaging, please contact Headquarters packaging_hq@puratos.com PMS 467 PMS 474 PMS 4595 Lower part Bears the colour of the SBU: Bakery: PMS 467 Patisserie: PMS 474 Chocolate: PMS 4595.
> Normal product name pack
> Priority brand pack
Back side
The back of the bag is an ideal place for additional information. For instance, you can promote your assortment of products or a specific new product during a defined period of time. At the headquarters, this space is used to list different addresses of countries that are supplied by the headquarters.
The trinity is printed in duotone (two colours) and the tagline is written in Meridien Italic.
Dont hesitate to contact Group Communication Departement at packaging_hq@puratos.com
114
115
20. mm
50. mm
180. mm
300. mm
180. mm
249. mm
800. mm
> Puratos 25kg bag
90. mm
194SMP 5421SMP 474SMP 27206060S )gk 52( gaB yrekaB cisaB
S06060271 (25 kg; 480 x 800 + 180) S06060272.mom
480. mm
116
117
Labelling
General
All products packed in bags, carton boxes, bag-in-boxes, buchets, pots and jerrycans are identified by a label. The label can be included in the printing of the packaging (for high sales volume products) or applied separately. Product name is set up in Frutiger Black Italic and is inversed on a brown background. Colour To know the colour of a product, to obtain the files for these specific cases, or for more information on packaging and production, contact the Group Communication Department at packaging_hq@puratos.com. Size The size of the label is determined by the size of the bag. Please contact Group Communication Departement at packaging_hq@puratos.com.
> label for bag 52 cm
Production of the labels In Belgium, Spain and some other countries, most of the labels are printed on a colour photocopier. This is the cheapest way to produce labels and avoid any left-overs.
118
119
Packaging of priority brands
Priority brands have a particular visual treatment compared to product names. Priority brands are bigger in size and the Puratos logo is reduced in defined proportions according to the length of the strong brand, like this:
The blue grid shows the proportions to respect between the Puratos logo and the priority brand. The longer the priority brand the less high it is.
You find all the grids on the Adam database. For further information contact the Group Communication Department in Brussels at packaging_hq@puratos.com.
Strong brands have other particularities such as their photographic style, colours, etc. Please download the specific templates from the Adam database or contact the Group Communication Department in Brussels at packaging_hq@puratos.com to receive them.
All Puratos chocolate packaging must have a dark brown top, including the pails.
CARAT
120
121
Questions?
If you have any questions regarding this identity guide, please contact the Group Communication Department: by phone: +32 2 481 44 44 by email: communication@puratos.com or brandportal@puratos.com
www.puratos.com
Puratos NV/SA Industrialaan 25, Zone Maalbeek B-1702 Groot-Bijgaarden, Belgium T +32 2 481 44 44 F +32 2 466 25 81 E info@puratos.com
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Identity Guide

1st release - July 2011

Corporate communication Chapter 1: Building blocks

Products and concepts communication Chapter 3 : About our brands

Chapter 4 : Building block

Puratos Company Identity Guide

Puratos Company Identity Guide

Puratos Company Identity Guide

Vision, mission, positioning

Reliable partners in innovation

Puratos Company Identity Guide

Puratos Magic: principles & values

Reliable partners in innovation

Puratos Company Identity Guide

What Puratos stands for

Spokespeople corporate communication

Filled sweet bun

Puratos Company Identity Guide

Puratos Company Identity Guide

The Puratos Unicorn

Reliable partners in innovation

Puratos Company Identity Guide

Logo and corporate lines colours

Corporate colours and gradients

RAL 1005 Honiggelb

Puratos dark brown

Colour guidelines for products: see p. 102

PMS 498 CMYK 30 - 90 - 100 - 52 RGB 109 - 35 - 10 RAL 8012 Rotbraun

PMS 186 CMYK 2 - 100 - 80 - 2 RGB 222 - 5 - 45 RAL 3027 Himbeer

Puratos Company Identity Guide

Puratos orange gradient

Puratos red gradient

Puratos pink gradient

Our Puratos Orange gradient ranges from the

from CMYK 0 - 60 - 100 - 0 to CMYK 0 - 100 - 100 - 50

from CMYK 2 - 100 - 80 - 2 to CMYK 20 - 100 - 100 - 45

from CMYK 0 - 100 - 10 - 0 to CMYK 0 - 100 - 100 - 50

Puratos Red (CMYK 2 - 100 - 80 - 2) to a specific even

darker red (CMYK 20 - 100 - 100 - 45).

Our Puratos Pink gradient ranges from the

Puratos Company Identity Guide

Try to avoid splitting words over two lines.

Professional design applications

Microsoft Office applications

Regular Italic Bold Bold Italic

Regular Italic Bold Bold Italic

Be sincere and interesting

Puratos Company Identity Guide

Puratos Company Identity Guide

Puratos Company Identity Guide

2. Our business environment

> always show both people and products

> picture real and properly dressed people

> focus on at least one person

Puratos Company Identity Guide

Puratos Company Identity Guide

4. Products and packshots

Puratos Company Identity Guide

Puratos Company Identity Guide

Brand block = wave + corporate lines + logo

Brand block variations

For internal corporate communication, we can alternate.

Puratos Company Identity Guide