Transcription
Monarch Brand GuidelinesNovember 2014Version 2.0
Table of ContentsMONARCH GUIDELINESTable of ContentsBrand Statement3Brand Voice4Brand Mark5Primary Color Palette8Typography9Photography10Omni-Channel Applications12Packaging142
MONARCH GUIDELINESBrand StatementBrand StatementMonarch has been one of the most trustedfood brands in America for more than150 years.Monarch is rooted in a provisions company that sold flour,bacon, sugar and other food staples to wagon trainsheading west during the 1850s gold rush.Brand Statement defines the products and benefits of the brand. It’s generallyused on websites, sell sheets, guides and any promotional pieces thatshowcase several items of that brand.3
MONARCH GUIDELINESBRAND VOICEBrand VoiceOffering over 300 food products, Monarch has been one ofthe most trusted food brands in America for more than 150years. To tell that story, the tone is “sell with a smile” to makeit appropriate and engaging. 3-4 descriptive sentences painta picture of the dining experience each product creates. The“sell” is a description of product attributes. The “smile” is aslice-of-life statement that lightens the mood of the copy inan attempt to endear the brand or product to the customer.4
MONARCH GUIDELINESBRAND MARKBrand MarkThe Monarch logo consists of a modernized lion stamp, bolder typography and a simplifiedcolor palette, resulting in an identity with a fresh approach that doesn’t lose sight of its longand respected history. Maintain a premium look and feel when designing for this brand withlight-handed design techniques; quiet space, refined typesetting and minimal use of colorconvey quality.5
MONARCH GUIDELINESPROTECTED SPACE & MINIMUM SIZEProtected Space &Minimum SizeTo maintain the integrity of this high-quality brand, theMonarch logo should appear no smaller than 1 inch in sizein any application. Smaller usage could result in theelements of the logo filling in. The clear space around thelogo must always be at least half the diameter of the logo.For brand-related marketing collateral, the brand shouldappear on the left. For product-specific Monarch items, thebrand should appear on the right or where spaceis available.6
INCORRECT USE OF THE BRAND MARKMONARCH GUIDELINESIncorrect Useof the Brand MarkDo not change the color.Do not add a drop shadow.Do not rotate the logo.Do not skew.Do not scaledisproportionately.Do not remove or changethe graphics elements.Do not place on top of busyphotography or backgroundcolor.7
PRIMARY COLOR PALETTEMONARCH GUIDELINESPrimary Color PaletteThe limited color palette of white and orange is bright andclean. “Monarch Orange” was chosen specifically for itsownability and energy.PANTONE 173 CC:M:Y:K:082940R:G:B:2076932HTML: #CF45208
MONARCH GUIDELINESTYPOGRAPHYTypographyThe primary typeface used for Monarch is Myriad. It waschosen for its classic clean lines and readability. Typesetheaders and subheads in bold condensed and semiboldcondensed weights, leaving the body copy and call-outs inlight or regular weight as the design permits. Use uppercasefor headers whenever possible and avoid extreme tracking.The secondary typeface for Monarch is Myriad Pro Black.Use where the design permits.NOTE: Headers for body copy should be typeset usingBerthold Akzidenz Grotesk Medium, and the body copyshould be typeset using Chronicle Roman.Myriad Pro Condensed qrstuvwxyz1234567890Myriad Pro Condensed uvwxyz1234567890Myriad Pro tuvwxyz12345678909
MONARCH GUIDELINESPHOTOGRAPHYPhotographyDelicious food photography is a very important part of everybrand when designing collateral and print.Simply photographed food with brightly lit sets, includingblond wood, stainless utensils and minimal propping, presentMonarch products in their purest form. A plate of peas, a pileof spice, a simple pot of broth – these are the pantry itemsthat bring every kitchen to life as chefs interpret theingredients into signature dishes. Monarch photography isabout simple, beautiful details.10
PHOTOGRAPHYMONARCH GUIDELINESFood should be photographed with bright, airy lighting andretouched to eliminate shadows and distractingimperfections.When selecting imagery or when planning a shoot, opt forhigh-quality photography with simple propping andultimate appetite appeal.Images are illustrative of visual styling and are not indicative of product categories.11
MONARCH GUIDELINESOMNI-CHANNEL APPLICATIONSOmni-Channel ApplicationsIt’s important that voice and look apply to all mediums to tella consistent and complete Monarch story.Monarch marketing materials include: Websites. The US Foods website contains informationabout the brand and features select images of Monarchproducts. Sell Sheets. The two-sided handouts feature informationabout our products. Table Tents/Posters/Brochures. Promotionalmarketing materials help promote Monarch products.All applications must adhere to the signature Monarchdesign described in previous pages.12
OMNI-CHANNEL APPLICATIONSMONARCH GUIDELINESOmni-Channel ApplicationsExceptional menus start with top-notch ingredientsMonarch has been one of the most trusted food brands in Americafor more than 150 years. Today, Monarch offers more than 300products for operators who want quality and consistency in pantrystaples. From ketchup to salad dressings to cooking sauces, each itemensures outstanding flavor, convenience and value.Product InspirationProduct AttributesThe battered pickle fry has made a strong debut in the fry category.What started as a southern favorite has been quickly goingmainstream. A tasty alternative, our product looks like a fry yet hasall the crunchy goodness of a pickle. 3/8” fry cut Kosher dills pickled in traditional manner Crunchy corn masa batterBenefitsThe unique cut of the pickle creates the optimum fried pickleproduct, and the corn-based batter leaves you with a satisfyingbite. Premium kosher dills have been pickled in the traditionalmanner, making them crisp and loaded with flavor. Plus, thebatter ingredients provide an added crunch your customerswill appreciate. Great hold times due to unique batter system Double battered for a nice, crispy bite A unique twist on the familiar pickle chipUses New fry option Pair with dipping sauces, such as ranch,mayonnaise-based dips and BBQ Pair with salad or soup See usfoods.com/fallscoop for recipe ideasFood FactIn America, dill pickles are twice as popular asthe sweet varieties, such as bread and butters.PICKLE FRIESA-CodeProduct Description8869687Pickle FriesNewest side offering from Monarch is a unique twist on the fried pickle – shaped like afrench fry, it packs a puckerful punch.Pack Size6/2 lb.For more information about Monarch products,visit www.usfoods.com or contact your localUS Foods representative. 09-2014 2014 US FoodsTable TentsSell SheetsISSUE 9ISUMMER 2014KIDS’MEALS!HEALTHY, FUN& PROFITABLESEE PAGES 4-5scooptheA SUMMER FULL OFFLAVORFUL FOODS THATBOTH KIDS AND ADULTSWILL CRAVEASK ME MONARCHPuzzle potatoesALL NATURALSALSASENTER OURCONTEST FORA CHANCETO WIN!BEEF RIBBITESDETAILS ONPAGE 3CAKEPOPSscoop9 final.indd 1HOW TO PLATELOW-COSTKIDS’ MEALS!USFOODS.COMMONARCH PUZZLE POTATOES5/22/14 10:31 AMBleed Size: 6.24 ” x 4.25”Job Number: 111298Scoop MaterialsScoop 9 Laptop StickerLast Modified: 5/21/14Modified by: LACEYTrim Size: 6 ” x 4”Design Manager: ED PETRUCZENKOCopy Writer: CLIF SIMMONSDesigner: LACEY WINDSCHITLProofreader: JULIA GRANEYReleased: 5/2114Printed: YESPDF: YES13
MONARCH GUIDELINESPACKAGINGPackagingAll design standards also apply to the packaging of everyproduct. Design cues such as color, fonts, etc., must beincorporated to maintain a cohesive look. Please refer topackaging guidelines for complete information regardingpackaging design.14
2014 US Foods
MONARCH GUIDELINS 3 Brand Statement Monarch has been one of the most trusted food brands in America for more than 150 years. Monarch is rooted in a provisions company that sold flour, bacon, sugar and other food staples to wagon trains heading west during the 1850s gold rush. brand statement defines the products and benefits of the brand.
