Introduction

Logo and use

Brand device

Typography

Images/photography

Layout6

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Communication to professionalsBrand guidelines

Introduction1

Welcome to the Nestlé Purina guidelines for communication to professionals.We have produced these principles to provide you with a framework for everyoneto apply a common, consistent identity that will reinforce our brand values in theprofessional world.

These guidelines should be followed accurately to ensure stand out across a broadportfolio of communication pieces.

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Logo and use2

It is mandatory that the Nestlé Purina logo is used inall communication to professionals. It represents ourworld and stands for our identity. The logo formspart of the brand device. (See section 3 for moreinformation on the brand device).

The logo is available as a scalable vector file andmay only be reproduced from this source.

In instances where the logo must be reproducedon a small scale, reasonable discretion shouldbe employed so that the logo is still legible.

Colours

We recommend that Pantone colours should be usedin all communications where possible, otherwisefollow the CMYK breakdown.

Cool Gray 10 100%

Cool Gray 10 100%

CMYK: 0%/0%/0%/73%

Pantone 485 100%

Pantone 485 100%

CMYK: 0%/96%/97%/0%

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Logo: don’ts

For reproduction always use the artwork files on thesupplied master CD exclusively. On this page areexamples of how not to use the logo under anycircumstances.

Never change the typeface of Nestlé Purina wording.

Never use the checkerboard without the logotype.

Do not add words to the logo.

Brand device3

The Nestlé Purina logo and the brand colour squarestogether form the brand device. This should be usedfor all communication to professionals.

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Logo

Brand device

Brand colour squares

Cool Gray 10 100%

CMYK: 0%/0%/0%/73%

Pantone 485 100%

CMYK: 0%/96%/97%/0%

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correct proportions. See below for an example of useon A4 printed communication. When used alone,for example on an exhibition stand, the brand deviceshould be scaled up to fill the space.

All professional facing Nestlé Purina communicationsmust include the Nestlé Purina brand device. This is always positioned in the top right corner ofcommunications with the Nestlé Purina logo. Thedevice and the logo must always maintain the correctrelationship and proportion. When used, the branddevice must be placed top right and sized to the

55mm

210mm

297mm

291.5%

204.1%

67.6% 100%20.7%

20.7

%

124%

25.1% 62.1%

129.5mm

9% 8.5%

Brand device proportions

Brand device: don’ts

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Never apply type to device.

Never change the arrangement.

Never change the scale.

petcare

Always keep device right of logo.

Brand device background: do’s and dont’s

For professional facing communications, the Nestlé Purina brand device must always appearagainst a white background.

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Always stand the brand device against a white background.

Never stand the logo against a photo.

Typography4

The corporate typeface of Nestlé Purina is Futura.Futura Book is to be used for titles, body text, figuretext, reference text and caption text. Futura Bold isused for headings and sub-headings. In some casestitle text may be supported with reference text. For thisreference text, Futura Book Oblique should be used.

Body text in the articles, brochures and otherliterature is ranged left.

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ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!?$%@

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!?$%@

Futura Book

Futura Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!?$%@Futura Book Oblique

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Typesetting

Lorem ipsum dolorFutura Book 24pt, line spacing 30pt, in Pantone 485 or CMYK:0%/96%/97%/0%, ranged left.

Duis autem vel eum iriure dolor aie hendrerit in vulputatevelit esse molestie consequat, vel illum dolore eu feugiatnulla facilisis at vero eros et accumsan et iusto odio exiatdignissim qui blandit apraesent luptatum zzril delenitaugue duis dolore te feugait nulla facilisi. Lorem ipsumnonummy nibh euismod tincidunt ut laoreet dolore magnaaliquam erat volutpat.

Futura Book 10pt, line spacing 14pt, in black, ranged left, withparagraph space after 4mm.

Lorem ipsum dolor

Futura Book 11pt, line spacing 14pt, in black, ranged left, within a panel 7 x 92 mm in a 20% tint of Pantone Cool Gray 10 or CMYK:0%/0%/0%/14%. For every additional line of type the header panelmust increase in depth by 5mm.

Title text example:

Body text example:

Header text example:

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Sub-Header text example:

Caption text example:

Figure text example:

Typesetting

Lorem ipsum dolorFutura Bold 11pt, line spacing 14pt, in black, ranged left.

Lorem ipsum dolorFutura Book 15pt, line spacing 20pt, in Pantone 485 or CMYK:0%/96%/97%/0%, ranged left with a 4pt left indent. Use Futura Bold toemphasize type if required.

Figure 4. Lorum ipsum dolor

Futura Book 8pt, line spacing 13pt, in Pantone Cool Gray 10 orCMYK: 0%/0%/0%/73%, ranged left.

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Reference text example:

Title reference text example:

Bullet point example:

Typesetting

1. Lorum ipsum dolor

Futura Book 8pt, line spacing 12.5pt, in black, ranged left, with a 5mmtab after the reference number.

Lorem ipsum dolorDr Danièlle A. Gunn-MooreBSc, BVM&S, PhD, MACVSc, MRCVS RCVS Specialist in Feline Medicine Head of Feline Clinic Department of Veterinary Clinical Studies The University of Edinburgh Nestle Purina Lecturer on Feline Medicine and Geriatrics

Name – Futura Book Oblique 10pt, line spacing 11pt, in Pantone CoolGray 10 or CMYK: 0%/0%/0%/73%, ranged left.

Subsequent lines – Futura Book Oblique 7pt, line spacing 10pt, in PantoneCool Gray 10 or CMYK: 0%/0%/0%/73%, ranged left.

Lorum ipsum dolor in hendrerit in vulputate sed velit essemolestie consequat, vel illum dolore eu feugiat

Bullet point – 1.9mm square in Pantone 485 or or CMYK: 0%/96%/97%/0%

Text – Futura Book 10pt, line spacing 13pt, in black, ranged left with aforced indent of one space, alligned left to the indent.

Images/photography5

Tone and style

All photography used to support the Nestlé Purinabrand must be professionally shot and manipulated.No digital low resolution images can be used. The Nestlé Purina identity is supported by black andwhite photography of dogs and cats. The quality ofthis photography is of a very high standard, and reflectsNestlé Purina’s knowledge and passion for pets.

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Correct tone and style (black & white)This is only a selection of photos available.

All scientific imagery which is for content purposes(photography and illustration) can be in colour andwill be dependant on the piece in which they are used,but must still reflect the brand values of Nestlé Purina.

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Front covers (A4)

The layout is always constructed on a two columngrid. Except where photography is used, columnwidth is always 90mm. Outer and central gutterwidth is always 10mm. (Refer to point 3 forphotography guidelines).

The grid on front covers always starts 90mmfrom top of the page.

Images should be full bleed starting 90mm from the top of the page.

210mm

297m

m

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86mm

Layout6

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This sample page demonstrates the principles oflayout within the brand guidelines.

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Top and bottom gutter is 17mm.

Column width is always 90mm.

Outer and central gutter width is always 10mm.

Page numbers are Futura Book 7pt in black andalways appear in the outside corner (10mm fromeach edge).

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Interior pages (A4)

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Use an image from the Nestlé Purina photo imagelibrary at the top of the back cover. The size of thisimage should be 210 x 55mm.

Column width is always 90mm.

Outer and central gutter width is always 10mm.

Copyright information to sit on same base-line asNestlé Purina logo.

Top gutter is 10mm and bottom gutter is 17mm.

The Nestlé Purina logo should sit at the bottom rightof the cover, but without the Nestlé Purina brandcolour squares. The logo is 90mm wide and it’sbaseline is 17mm above the bottom of the page.

Back cover

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Published by Nestlé Purina PetCare Company.© 2004 by Nestlé Purina PetCare Company. All rights reserved.