© Eduardo Martino
For International markets
19. January 2011
2010 © Fairtrade Labelling Organizations International eV
and Alliance for Responsible Mining
Contents
Chapter 1 : Introduction
1.1
The partnership
1.2
Trademark information
1.3
Licensee responsibility
1.4
Definitions of ‘must’, ‘should’ and ‘may’
Chapter 2 : Summary of artwork requirements
2.1
Packaging materials
2.2
Promotional materials
2.3
Approval process for materials
2.4
Product identification
Chapter 3 : Dual label
3.1
Introduction
3.2
Licensing of the dual label
3.3
Colour
3.4
Keyline and exclusion zone
3.5
Versions
3.6
Requesting an Illustrator EPS file
3.7
Size
3.8
Relationship with brand
3.9
Positioning
3.10 Alterations to the dual label
Chapter 4 : Fairtrade and Fairmined text
4.1
Fairtrade and Fairmined statements
4.2
Fairtrade and Fairmined in product title
4.3
Fairtrade and Fairmined web address
© Fairtrade Foundation
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
Chapter 5 : Dual stamp
5.1
Introduction
5.2
Elements
5.3
Marking your product with the dual stamp
5.4
Positioning
5.5
Using dual stamp image on promotional materials
Appendix A : Pre-approved promotional materials : certified gold
A.1
Window Vinyl
A.2
Consumer take-home leaflet
A.3
Dual stamp strut card
A.4
Product POS
A.5
Post purchase ring box leaflet
A.6
Website material
Appendix B : Pre-approved promotional materials : certified ecological gold
B.1
Window Vinyl
B.2
Consumer take-home leaflet
B.3
Dual stamp strut card
B.4
Product POS
B.5
Post purchase ring box leaflet
B.6
Website material
Appendix C : Use of images
C.1
Mining images
C.2
Children images
C.3
Images depicting use of Fairtrade premium
C.4
Copyright and permission
Appendix D : Glossary
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
Chapter 1: Introduction
Welcome to the Trademark Usage Guidelines for Gold and Related Precious Metals. This manual
has been developed to protect the integrity and values of both the FAIRTRADE Certification Mark and
the Fairmined Mark. Throughout the manual, when we refer to Fairtrade and Fairmined certified gold,
the same guidelines apply for the precious metals: silver and platinum.
The final consumer products that are covered by the standard are: jewellery, commemorative coins,
ingots, medals, trophies and religious artefacts. The guidelines in this manual apply to all products,
however, we have focused predominantly on jewellery for ease of illustration.
1.1
The partnership
1.1
Fairtrade International (FLO) and Alliance for Responsible Mining (ARM) have worked together to
develop the Fairtrade and Fairmined Gold (and associated precious metals) Standard to create market
access for artisanal and small-scale miners, while supporting the social, environmental, and economic
development of their communities.
1.2
Trademark information
1.2
The FAIRTRADE Mark is the exclusive property of Fairtrade Labelling Organizations International eV
(FLO) and is internationally registered as a trademark: OHIM no. 002606994; World Intellectual Property
Organisation (WIPO) no. 806431). National trademark information may be requested from your local Labelling Initiative.
The Fairmined Mark is the exclusive property of the Alliance for Responsible Mining (ARM) and is
internationally registered as a trademark in the EU (OHIM) no 009114372, and nationally in the United
States USPTO no. 7751689, with additional national registrations pending.
1.3
Licensee responsibility
1.3
It is the licensee’s responsibility to ensure:

the guidelines within this manual are followed and artwork is approved by the Home LI* as part
of their Licence contract

any design agencies or third parties (such as a retailer) creating artwork on their behalf comply
with these guidelines

claims on pack and/or promo materials related to Fairtrade and Fairmined can be substantiated.
The licensee is accountable for ensuring that relevant national labelling laws are upheld.
* Labelling Initiative (LI) is a national organisation that licenses the Mark in their market and they are responsible for
promoting Fairtrade within their country. Home LI refers to the LI in your market.
1.4
Use of ‘must’, ‘should’ and may’
1.4
The following terms are used throughout the manual:

must – is an absolute. You are required to follow this instruction.

should – is best practice. We strongly recommend this guideline is followed

may/can – is a suggestion and, therefore, optional.
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
Chapter 2 : Summary of artwork requirements
This Chapter is a summary of the labelling requirements which are detailed in the rest of this manual.
FLO and ARM have jointly created a graphic (dual label) for Fairtrade and Fairmined gold, containing
both the FAIRTRADE Certification Mark and the Fairmined Mark.
The dual label:

demonstrates to the consumer the partnership between FLO and
ARM

clearly indicates the precious metal (i.e. gold, silver or platinum)
certified as Fairtrade and Fairmined, to avoid misinterpretation
that the gemstone or other metals are certified Fairtrade and
Fairmined.
This dual label must be used for both consumer facing packaging materials and any supporting
promotional materials. See sections 2.1 & 2.2 and Chapters 3 & 4 for further information.
A dual stamp has been created for application to the certified gold,
silver or platinum product. This stamp is similar in size and method of
application to the legally required hallmarks found on precious metals.
Once your product is certified, the body approved by the Home LI must
apply mark your product with the dual stamp. See section 2.4 and
Chapter 5 for more information.
If you wish to use a magnified visual of the dual stamp in your promotional materials you can do so
providing the dual label is also used on the same material. We have created a file containing the
magnified visual along with an appropriate statement and our web address for your convenience.
Refer to section 5.5.
2.1
Packaging materials
2.1
In addition to your design and text, the below Fairtrade and Fairmined elements are compulsory if
products are packaged prior to sale (see illustration).
These elements must be added to the packaging (not necessarily to
the front face):

the dual label (Chapter 3)

an approved Fairtrade and Fairmined statement (section 4.1)

the www.fairgold.org website address (section 4.3)
The Fairtrade and Fairmined elements should be positioned together
unless the dual label is to feature on the front face – the statement and
website can be positioned on the back. The dual label must not be
positioned so as to be perceived as the brand or the owner of the
product. Nor must any of the elements be seen to be over-claiming.
Prior to printing and/or public distribution of your material, you must obtain written approval from the
Home LI. See section 2.3.
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
The Fairtrade and Fairmined elements are optional if you are
creating post purchase packaging materials.
However, if you do choose to reference Fairtrade and Fairmined
gold on your packaging, you must add all three Fairtrade elements
as described on the previous page. As this type of packaging is
often re-usable, we suggest the elements are added to a separate
card or leaflet that is inserted into the consumer’s bag after
purchase, or to a sticker that would sit on the underside of the box.
2.2
Promotional materials
2.2
Use of promotional materials is strongly recommended. You may create them yourself (section 2.2.1)
or download and print from our selection of pre-approved promotional materials (section 2.2.2).
2.2.1
Creating your own promotional materials
In addition to your design and text, promotional materials must include the Fairtrade and Fairmined
elements:

the dual label (Chapter 3)

an approved Fairtrade and Fairmined statement (section 4.1)

the www.fairgold.org website address (section 4.3)
The design of the material must clearly represent the dual label as a certification label and not a
brand, and must only relate to products that are certified.
Prior to printing and/or public distribution of your material you must gain approval from the Home LI.
See section 2.3.
Ring cabinet example:
Promotional example:
YOUR BRAND
We are delighted to announce
our new collection of wedding
bands made with Fairtrade and
Fairmined certified gold.
Gold certified to Fairtrade and Fairmined
Standards provides small-scale miners
and their communities in developing
countries the opportunity for
better living and working
conditions.
www.fairgold.org
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
2.2.2
Optional: use pre-approved promotional materials
Pre-designed promotional materials are available for your convenience. These are optional and can
be used without prior approval from your Home LI. Full details are provided in appendices A and B of
this manual.
2.3
Approval process for materials
2.3
Without exception, artwork bearing the FAIRTRADE Mark, the Fairmined Mark, and/or use of
the words Fairtrade and/or Fairmined, must be approved by the Home LI prior to printing and/
or distribution.
After creating artwork to comply with this manual, submit your artwork, preferably in PDF format, to
your Home LI, along with the following information:

deadline date

measurements of the artwork

your name and contact details.
Please check approval timelines with the Home LI and build this into your planning. Double check
your artwork before submitting to keep re-submissions to a minimum, as errors will delay your
approval.
2.4
Product identification
2.4
All Fairtrade and Fairmined:

certified gold, platinum or silver products must be struck with the dual stamp

certified ecological gold, platinum or silver products must be struck with the ecological dual
stamp.
See Chapter 5 for detailed guidance on marking products with the dual stamp.
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
Chapter 3 : Dual label
3.1
Introduction
3.1
The Fairtrade and Fairmined dual label is a single graphic unit containing:
FAIRTRADE Mark
®
Fairmined Mark
Precious metal category
a) certified or ecological
b) gold, platinum or silver*
No element of the dual label is allowed to be used alone.
For use on certified gold:
For use on certified ecological gold:
*For all label versions suitable for silver and platinum see section 3.5.
The distinction between Fairtrade and Fairmined certified precious metals and certified ecological
precious metals may be found in the related Standard at www.fairgold.org. You may also contact your
Home LI for support.
3.2
Licensing of the dual label
3.2
FLO sub-licenses the FAIRTRADE Certification Mark and ARM sub-licenses the Fairmined Mark to
Fairtrade Labelling Initiatives (LI). As such, the Home Labelling Initiative (Home LI) is allowed to
license the use of the dual label to registered licensees within the terms specified in their licensing
contracts.
Trademark registration numbers may be found in section 1.2 or through your Home LI.
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
3.3
Colours
3.3
The dual label is only available in monochrome (black/white) and may not be reproduced in
gray-scale or any other colour.
Black:
White:
PMS Process Black
CMYK 50/50/50/100
When printing the dual label onto a coloured or transparent substrate, the white of the label
including the keyline (see section 3.4) must be printed as well as the black. No colours may be
introduced or substituted.
3.4
3.4.1
Keyline and exclusion zone
3.4
Keyline
The dual label has a white keyline that provides a distinct border against a busy background or a
colour other than white. This keyline is part of the EPS file and must not be removed.
3.4.2
Exclusion zone
A clear exclusion zone must be maintained around the dual label which is no less than 25% of the
dual label’s width.
Exclusion
zone
zone
zone
Exclusion
Exclusion
Exclusion
zone
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
3.5
Versions
3.5
The international certified dual label
FDL_G_MONO_Reg
FDL_S_MONO_Reg
FDL_P_MONO_Reg
The international certified ecological dual label
FDL_EG_MONO_Reg
FDL_ES_MONO_Reg
FDL_EP_MONO_Reg
For sales within Belgium, France, the Netherlands, Norway, and Switzerland, the version of the dual
label with the Max Havelaar strapline should be used. For cross-border sales originating from these
countries, the international version is preferred, but the Max Havelaar version is allowed.
FDL_MH_G_MONO_Reg
Other dual labels with Max Havelaar include:

FDL_MH_S_MONO_Reg

FDL_MH_P_MONO_Reg

FDL_MH_EG_MONO_Reg

FDL_MH_ES_MONO_Reg

FDL_MH_EP_MONO_Reg
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
3.6
Requesting an Illustrator EPS file
3.6
To request an Illustrator EPS file of the dual label, email your Home LI and provide:
a.
full contact details including company name, department and position
b.
the brand name and product title related to the artwork
c.
the contact name, telephone number and email address of the licensee responsible for the
final product, if different from a. above
d.
the file you require eg. FDL_MH_G_MONO_Reg etc. (see section 3.5).
Without exception, artwork bearing the FAIRTRADE Mark, the Fairmined Mark, and/or use of
the words Fairtrade and/or Fairmined, must be approved by the Home LI prior to printing and/
or distribution.
3.7
Size
3.7
This section provides guidelines for using the appropriate size of the dual label for your artwork. The
‘A’ series format (A5, A6, A7 etc) is used for illustrative purposes and represents the size of the
created artwork.
A8, A9 and A10
Very small packaging, eg base of ring box: Label measures: 20 mm x 15.6 mm A6 and A7
Small packaging, eg cardboard insert Label measures: 25 mm x 19.2mm A5 - Packaging, eg necklace box: Label measures: 30 mm x 23.04 mm A4 - Promotional materials: Label measures: 35 mm x 26.88 mm A3 - Promotional materials Label measures: 40 mm x 30.7 mm A2 - Promotional materials Label measures: 45 mm x 34.56 mm Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
3.8
Relationship with brand
3.8
The product ownership - or brand name (if all gold within the brand name is Fairtrade and Fairmined) must be clear. The dual label must be evident as an independent certification label.
The dual label must only represent the precious metal element it is certifying. The dual label
must not be positioned so as to be perceived as the brand or the owner of the product. Nor must the
material imply that more products are certified than is actually true.
3.9
Positioning
3.9
The dual label should be placed near the edge or corner of the artwork and it must not be integrated
into any image, text or graphic.
The exclusion zone (section 3.4.2) must be respected when positioning the dual label.
3.10
Alterations to the dual label
3.10
The dual label must always be used as depicted in section 3.5 of this manual. Any other use or
interpretation is not allowed.
The label must:

only be printed in monochrome (black/white). No gray-scale or other colours are allowed.

not be used as a watermark

not be stretched or skewed

not be incorporated into a design or framed

not be deconstructed, nor may any part be used as a stand alone element.
Some examples below:
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
Chapter 4 : Fairtrade and Fairmined text
4.1
Fairtrade and Fairmined statements
4.1
All packaging and/or promotional materials referring to Fairtrade and Fairmined gold and/or
using the dual label must use one of these statements.
The statement must clearly indicate the precious metal (i.e. gold, silver or platinum) certified as
Fairtrade and Fairmined, to avoid misinterpretation that the gemstone or other metals within the
product are certified Fairtrade and Fairmined. Although the statements below refer to ‘gold’, they may
also be edited to refer to platinum and silver.
The statements are split by category - certified and certified ecological. You may choose the
appropriate statement length based on your artwork.
4.1.1
Certified statements
Minimum statement
Gold certified to Fairtrade and Fairmined Standards (7 words)
Recommended statement
Gold certified to Fairtrade and Fairmined Standards provides small-scale miners and their
communities in developing countries the opportunity for better living and working conditions (24 words)
4.1.2
Certified ecological statements
Minimum statement
Ecological gold is mined without the use of chemicals and certified to Fairtrade and Fairmined
Standards (16 words)
Recommended statement
Fairtrade and Fairmined certified ecological gold, mined under stringent ecological restoration
practices and without the use of chemicals, provides small-scale miners in developing countries the
opportunity to improve their living and working conditions (33 words)
4.2
Use of ‘Fairtrade and Fairmined’
4.2
The term ‘Fairtrade and Fairmined’ can only be used in a product title providing the words are followed
by the certified precious metal and the description does not allude to the whole product being covered
by the Standard.
Acceptable:
Fairtrade and Fairmined gold engagement ring
Unacceptable:
Fairtrade and Fairmined engagement ring
The only exception is when the product is only made of the certified metal, such as a plain gold
wedding band.
4.3
Fairtrade and Fairmined web address
4.3
The website www.fairgold.org or fairgold.org must be used after the Fairtrade and Fairmined
statement (section 4.1) on all related packaging or promotional materials.
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
Chapter 5 : Dual stamp – compulsory
5.1
Introduction
5.1
The dual stamp:

is an identification mark representative of the dual label

is applied in the same way as a hallmark

is a compulsory on all Fairtrade and Fairmined gold and related precious metal products

must be punch marked, lasered or engraved onto all Fairtrade and Fairmined gold (and
associated precious metal) products by an official Assay Office or body that has been approved
by the Home LI

must be accompanied by supporting promotional materials.
5.2
Elements
5.2
The dual stamp consists of:

the FAIRTRADE Certification Mark

the Fairmined Mark

the letters ‘ECO’ (for ecological gold only)
There are two dual stamps. One for certified gold, one for ecological gold. It is the responsibility of the
licensee to ensure the correct stamp is marked onto the product. If you are not working with ecological
gold you must not use the ecological stamp.
Certified dual stamp
Ecological dual stamp
NB: This visual has been magnified to x900 its normal size.
When the article is punched:


the black parts will be ‘sunk in’ to the material
the white parts will be ‘standing up’
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
5.3
Marking your product with the dual stamp
5.3
The dual stamp:

must be added to the surface of every certified gold product by a punch, laser or engraver

must only be added by an LI-approved body.
Steps:
1.
Contact your Home LI for details of the LI-approved body that has been granted permission to
punch mark/laser/engrave the dual stamp onto certified products in your country.
2.
If you are unsure as to what process is best for your product, check with your LI-approved body.
3.
Submit your product/s with the appropriate paperwork to the LI-approved body with clear
instructions.
Your Home LI can furnish you with a list of approved bodies in your country. Each of these bodies will
have the appropriate tools for adding the dual stamp onto your product.
5.3.1
By punch
Your approved body will choose the right size of dual stamp for your product. They will also decide
where the dual stamp should be positioned on the product as per the guidelines in section 5.4.
5.3.2
By laser
Any type of product can be marked by laser. However, it is a more expensive process and is used
more often for finer pieces of jewellery. It is often used on hollow items like bangles.
A laser image can be reduced and increased in size, so the size of the dual label will vary when
applied by a laser.
If you decide to have the dual stamp applied by laser, ensure you let the LI-approved body know
whether you require a standard outline laser mark or a relief laser mark.

An outline laser mark is useful for marking hollow, finished or intricate jewellery products.

A relief laser mark is suitable for finished or semi-finished products and gives the appearance of
a traditional struck mark, without any bruising or distortion at precisely the required size, position
and depth.
5.3.3
By engraving
Engraving is a traditional method which is still practiced in the jewellery trade today – the practice of
incising a design on to a surface by cutting grooves into it.
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
5.4
Positioning
5.4
The dual stamp should be positioned after but not directly next to the required legal hallmark/s. Your
approved body will follow the guidelines appropriate to hallmarking in your country. The following
examples are based on hallmarking by the UK Assay Office.
Maker’s mark
Fineness mark
UK Assay
Dual stamp
Office mark
Image showing hallmarks on the inside of a ring
Single metal product
If the product is purely gold/platinum or silver, such as a plain wedding band, then the dual stamp can
sit anywhere on the item providing it is within close proximity to the legal hallmarks.
Mixed metal product
If the product is made up of one or more metals that are not Fairtrade and Fairmined certified, the dual
stamp must sit as close as possible to the legal hallmark that represents the fineness of the certified
metal.
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
5.5
Using dual stamp image on promotional materials
5.5
We have created a file which you can add to your promotional material which shows a magnified
image of the dual stamp. This image is accompanied by a single sentence explaining what the dual
stamp relates to. This file must not be used as a stand alone file.
Options
There are two dual stamp image options: certified gold and certified ecological gold.
There are two designs available:
1.
gold font against white background
2.
gold font against black background
DUAL_STAMP_INT_CERT_WHT
DUAL_STAMP_INT_CERT_BLK
DUAL_STAMP_INT_ECO_WHT
DUAL_STAMP_INT_ECO_BLK
Size
The files available to download are PDF files set at A5 size. You can use smaller than this but please
do not use larger than this.
Information for printer
The file is set up to print 4 colour process with a spot colour (PMS 871).
Contact your Home LI for your preferred file – referencing the appropriate code above.
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
Appendix A :
Pre-approved promotional materials : certified gold
These tools have been created to help retailers communicate the benefits of Fairtrade and Fairmined
certified gold to their customer. These materials can be download and printed for display without prior
approval, providing the retailer is selling Fairtrade and Fairmined certified gold. The print instructions
provided must be followed.
Please contact your Home LI for details of how and where to download them. If you wish to
communicate about silver or platinum products, please ask your Home LI for the appropriate files.
In additional to these materials, or instead of, you can create your own materials (follow 2.2.1). These
tools must only be displayed when Fairtrade and Fairmined certified gold products are being sold.
NB: the CMYK and PMS colours chosen for the printed files display muddy on screen – no need to be
concerned about this, they print a nice metallic gold.
A.1
Window Vinyl
A.1
Encourage retailers who are selling Fairtrade and Fairmined gold to demonstrate their support and
commitment by placing a Fairtrade and Fairmined gold promotional material in their window.
Options
There are four options available:
1.
black background rectangle
3.
black background square
2.
transparent background rectangle
4.
transparent background square
Size
The file available to download is a pdf file but you may open it in Illustrator so that you can re-size it
and choose a size that best fits your window. Please do not exceed 120cm in width.
Information for printer
The file is set up to print two spot colours: PMS 871 and PMS Process Black C.
1.
The white background of this file is transparent (not including the white text in the gold panels and the
white text in the dual label).
2.
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
4.
3.
The white background of the file to right is transparent (not including the white text in the gold panels
and the white text in the dual label).
A.2
Consumer take-home leaflet
A.2
This material provides some of the stories, information and key benefits behind Fairtrade and
Fairmined certified gold.
Options
There is one design option available but there are two files available to download: one with fold lines
(in pink), one without. (NB: the pink fold lines will not print.)
Size
The file available to download is a PDF file
which is set at A4 size. This leaflet should be
printed at A4 then folded to A7. Please refer to
the fold guideline PDF.
Information for printer
The file include 3mm bleed and crop marks. The
file is set up to print 4-colour process with a spot
colour (PMS 871).
This image is the front cover of the leaflet which
is folded to A7 size. This is not to scale.
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
Consumer take-home leaflet flat: front (not to scale): pink lines are fold lines
Consumer take-home leaflet flat: back (not to scale): pink lines are fold lines
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
A.3
Dual stamp A4 strut card
A.3
This material is a vital promotional material for the retailer’s environment, communicating the key
benefits of Fairtrade and Fairmined certified gold while explaining what the dual stamp represents.
Options
There are two strut card options: certified gold and certified ecological gold.
The below option is for certified gold. Refer to Appendix B for the strut card option relevant to certified
ecological gold.
Size
The file available to download is a PDF file which is set at A4 size. Please print onto an A4 strut card.
Information for printer
The file includes 5mm bleed
and crop marks.
The file is set up to print 4colour process with a spot
colour gold (PMS 871).
Certified gold option (not to
scale):
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
A.4
Product POS
A.4
This material is designed to sit within the jewellery cabinet next to the products that have been struck
with the dual stamp, allowing consumers to identify which products in the shop contain Fairtrade and
Fairmined certified gold.
It shows a magnified illustration of the dual stamp with a single sentence explaining what the dual
stamp relates to.
Options
There are two product POS options: certified gold and certified ecological gold. The option below is for
certified gold.
Refer to Appendix B.4 for the product POS
option relevant to certified ecological gold.
There are three designs available:
1.
black background
2.
white background
3.
transparent background
1. Black background
2. White background
3. In the transparent background file the white background of the above file is transparent (not
including the white text in the gold panels and the white text in the dual label – those areas remain
white).
Size
The file available to download is a PDF file which can be opened in Illustrator, which will allow you to
print off at your desired size. We recommend A7.
Information for printer
The files include 3mm bleed and crop marks. The file is set up to print 4 colour process with a spot
colour (PMS 871).
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
A.5
Post purchase ring box leaflet
A.5
This leaflet folds out to display a selection of powerful images on the front and a message to the
consumer on the back. It is designed to sit within a jewellery box or bag.
It acts as a reminder of what Fairtrade and Fairmined certified gold stands for and can strengthen the
consumer relationship with the product they have purchased. We recommend that it is presented to
consumers post-purchase. This leaflet also offers the jeweller/retailer the opportunity to write the date
of purchase and product description on the card to heighten the significance of purchase.
Options
There are two ring box leaflet options: certified gold and certified
ecological gold. This option is for certified gold. Refer to Appendix B.5
for the ring box leaflet option relevant to certified ecological gold.
Size
The file available to download is a PDF file which is set at the above
size.
40 x 60mm when folded (concertina style).
240 x 60mm when open.
Information for printer
The file includes 2mm bleed and crop marks. The file is set up to print
4 colour process with a spot colour (PMS 871).
The image above is the front cover of the leaflet which has been folded to 40x60mm size. Please note
this is not to scale.
Post purchase ring box leaflet flat: front (not to scale)
Post purchase ring box leaflet flat: back with white background (not to scale)
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
A.6
Website material
A.6
The website promotional material is designed to sit comfortably within your website. It can be
positioned on your site providing you are selling Fairtrade and Fairmined certified gold products. If you
are positioning it within your home page, it must not be positioned within the header bar.
We would recommend adding a link from the web badge to www.fairgold.org
Options
There are two website badge options: certified gold and certified ecological gold. The designs below
are for certified gold.
Refer to Appendix B.6 for the website badge option relevant to certified ecological gold.
There are three designs options available:
1.
black background with angled corners (for use against a white background)
2.
black background (for use against coloured backgrounds)
3.
white background with angled corners (for use against a white background)
There is not a white background available for use against coloured backgrounds
Size
There are four sizes available:
1.
Skyscraper: vertical: 160 x 600mm
2.
Leader board: horizontal: 728 x 90mm
3.
MPU: horizontal: 300 x 250mm
4.
Web badge: square 200 x 200mm
NB: Each material has three frames. The web badge looks like this:
text is added
screen changes to show
dual label
The files available to download are animated GIF files.
NB: The gold colour chosen for the web files is different to the CMYK and PMS colours chosen for the
printed files. This is to ensure the gold is visibly strong when used on line.
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
Appendix B :
Pre-approved promotional materials : Certified ecological gold
These tools have been created to help retailers communicate the benefits of Fairtrade and Fairmined
certified ecological gold to their customer. These materials can be download and printed for display
without prior approval providing the retailer is selling Fairtrade and Fairmined certified ecological gold
and they follow the print instructions provided.
Please contact your Home LI for details of how and where to download them. If you wish to
communicate about certified ecological silver or platinum products, please ask your Home LI for the
appropriate file.
In additional to these materials, or instead of, you can create your own materials by following section
2.2.1.
B.1
Window Vinyl
B.1
We do not have a separate certified ecological gold window vinyl. Please use the material in
Appendix A.1.
B.2
Consumer take-home leaflet
B.2
We do not have a separate certified ecological gold consumer take-home leaflet. Please use the
material in Appendix A.2.
B.3
ECO Dual stamp A4 strut card
B.3
This material is a vital promotional material for the retailer’s environment, communicating the key
benefits of Fairtrade and Fairmined certified ecological gold while explaining what the ecological dual
stamp represents.
Options
There are two strut card options: certified gold and certified ecological gold.
The material on the next page is for certified ecological gold. Refer to Appendix A.3 for the strut card
option relevant to certified gold.
Size
The file available to download is a PDF file set at A4 size. Please print onto an A4 strut card.
Information for printer
The file includes 5mm bleed and crop marks.
The file is set up to print 4 colour process with a spot colour gold (PMS 871).
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
Certified Ecological gold option: (not to scale)
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
B.4
ECO Product POS
B.4
This material is designed to sit within the jewellery cabinet next to the products that have been struck
with the ecological dual stamp, allowing consumers to identify which products in the shop contain
Fairtrade and Fairmined certified ecological gold.
It shows a magnified illustration of the ecological dual stamp with a single sentence explaining what
the dual stamp relates to.
Options
There are two product POS options: certified gold and certified ecological gold.
The below option is for certified gold. Refer to Appendix A.4 for the product POS option relevant to
certified gold.
There are three designs available:
1.
black background
2.
white background
3.
transparent background
1. Black background
2. White background.
3. In the transparent background file the white background of the above file is transparent (not
including the white text in the gold panels and the white text in the dual label – those areas remain
white).
Size
The file available to download is an Illustrator EPS file which will allow you to print off at your desired
size. We recommend A7 size.
Information for printer
The file includes 3mm bleed and crop marks.
The file is set up to print 4 colour process with a spot colour (PMS 871).
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
B.5
ECO Post purchase ring box leaflet
B.5
This leaflet folds out to display a selection of powerful images on the front and a message to the
consumer on the back. It is designed to sit within a jewellery box or bag.
It acts as a reminder of what Fairtrade and Fairmined certified ecological gold stands for and can
strengthen the consumer relationship with the product they have purchased. We recommend that it is
presented to consumers post-purchase.
This leaflet also offers the jeweller/retailer the opportunity to write the date of purchase and product
description on the card to heighten the significance of purchase.
Options
There are two ring box leaflet options: certified gold and certified
ecological gold. This option is for certified ecological gold. Refer to
Appendix A.5 for the ring box leaflet option relevant to certified gold.
Size
The file available to download is a PDF file which is set at this size:
40 x 60mm when folded (concertina style). 240 x 60mm when open.
Information for printer
The file includes 2mm bleed and crop marks. The file is set up to
print 4 colour process with a spot colour (PMS 871)
The image to the right is the front cover of the leaflet which has
been folded to 40x60mm size. Please note this is not to scale.
Post purchase ring box leaflet flat: front (not to scale)
Post purchase ring box leaflet flat: back (not to scale)
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
B.6
ECO Website material
B.6
The website promotional material is designed to sit comfortably within your website. It can be
positioned on your site providing you are selling Fairtrade and Fairmined certified ecological gold
products. If you are positioning it within your home page, it must not be positioned within the header
bar.
We are happy for you to add a link from the ecological dual label to www.fairgold.org
Options
There are two website badge options: certified gold and certified ecological gold. The designs below
are for certified ecological gold.
Refer to Appendix B.6 for the website badge option relevant to certified gold.
There are three designs options available:
1.
black background with angled corners (for use against a white background)
2.
black background (for use against coloured backgrounds)
3.
white background with angled corners (for use against a white background)
There is not a white background available for use against coloured backgrounds
Size
There are four sizes available:
1.
Skyscraper: vertical: 160 x 600mm
2.
Leader board: horizontal: 728 x 90mm
3.
MPU: horizontal: 300 x 250mm
4.
Web badge: square 200 x 200mm
NB: Each material has three frames. The web badge looks like this:
text is added
screen changes to
show dual label
The files available to download are animated GIF files.
NB: The gold colour chosen for the web files is different to the CMYK and PMS colours chosen for the
printed files. This is to ensure the gold is visibly strong when used on line.
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
Appendix C : Use of images
If you wish to use images that relate to the Fairtrade and Fairmined system, it is suggested that you
either develop a library of your own photographs by visiting a producer group, or by sourcing suitable
photographs from suitable sources. You should ensure that a valid model release is obtained for all
parties appearing in the photograph. If children appear in the photograph his/her legal guardian must
provide the appropriate permissions.
Your Home LI may be able to provide you with some images which have been taken by a professional
photographer. The cost and use of these images are negotiated directly with the named photographer.
Please ensure Fairtrade and Fairmined gold imagery is independent of any other non-Fairtrade and
Fairmined related graphic/image or text.
C.1
Mining images
a.
Where possible, use images of miners of the group that mined the product
b.
When using a generic image of a miner a
disclaimer should be included next to the image
on the promotional material. Examples:
C.1
© Eduardo Martino
 This image/photograph is a representation of
a gold miner in Peru.
 Any image/photograph used on this pack is
simply representational and may not depict
the actual gold miner who mined the gold for
this product.
c.
If featuring quotes relating to a miner, permission must be obtained.
d.
Images must show miners in a positive, dignified way, eg proudly showing their mining
facilities, the raw ore or the processing of the ore.
e.
Ensure the correct country of origin is also denoted if required.
It is recommended to provide details such as country, job title, mining group and the name of the
miner(s), providing permission has been granted. Such information supports the real, human
connections established through the Fairtrade and Fairmined system.
C.2
Children images
C.2
Images of children should not be used on packaging or promotional materials.
Images of children should only be used to support
additional messaging such as communicating the benefits
of Fairtrade and Fairmined in context, e.g. the story of
premium use where children are the beneficiaries.
The setting and context of the photo (eg school, hospital,
etc.) should be clearly identified in the accompanying text.
© Eduardo Martino
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
C.3
Images depicting use of Fairtrade Premium
C.3
Images showing people using or benefiting from the Fairtrade Premium must tell the story of change in
a positive empowering manner.
© Eduardo Martino
The image and copy must illustrate the positive
developmental change and the context.
© Eduardo Martino
C.4
Copyright and permission
C.4
If you source an image through the Home LI, please
ensure that you have acquired the proper rights for
commercial use. The photographer should be credited
on the photograph, unless otherwise specified by the
photographer.
© Eduardo Martino
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
Appendix D : Glossary
ARM (Alliance for Responsible Mining): is a pioneering global initiative based in Colombia. ARM
sets standards for responsible Artisanal and Small scale Mining (ASM).
Artwork: electronic file of packaging as a two dimensional image, with full measurements, cutter and
fold guidelines.
Assay Offices : institutions set up to assay (test the purity of) items, to protect consumers.
CMYK: 4 colour print process.
Cross Border Sales (CBS): products sold into both the Home LI market and international markets.
Ecological gold: produced with strong environmental management systems and without chemicals.
EPS/Illustrator EPS: high resolution vector file used for professional printing.
Fairmined Mark: is a trademark of the Alliance for Responsible Mining (ARM), and an independent
product certification label, appearing as part of the Gold dual label on products meeting Fairtrade and
Fairmined Gold Standard.
Fairtrade and Fairmined certified gold: mined by artisanal and small-scale mining organisations
meeting the Fairtrade and Fairmined Gold Standard.
FAIRTRADE Certification Mark: a registered trademark of Fairtrade International and an
independent product certification label, appearing on products meeting Fairtrade Standards.
Fairtrade International (FLO): international body made up of 24 partner organisations in producer
and consumer countries. FLO is responsible for developing Fairtrade Standards and managing
producer and trader registers.
Fairtrade Minimum Price: The Fairtrade minimum price for the pure gold content in unrefined gold is
set at 95% of the London Bullion Market Association’s (LBMA) fixing at the FOB export point.
.Fairtrade Premium: in addition to the Minimum Price, miners receive a Fairtrade Premium of 10%,
which assists in their communities’ social, environmental and economic development. Ecological gold
carries an additional Fairtrade premium of 5% of the applicable LBMA fixing on top of the Fairtrade
premium to recognise the additional costs involved in maintaining these environmental controls.
Hallmark, punze (G) or poinçon (F) : an official mark or series of marks struck on items made of
precious metals – platinum, gold and silver and in some nations palladium.
Labelling Initiatives (LI): national organisations of the 21 countries that license use of the Mark in
their respective markets and are responsible for promoting Fairtrade within their countries.
Licensee: a company that has signed a Licence Contract (Contract) with an LI or FLO (in countries
with no national LI) and is therefore licensed to apply the FAIRTRADE Mark to products covered by
the Contract.
Licence Contract: the legal agreement between an LI and a licensee which includes setting out the
conditions for using the FAIRTRADE Mark and Fairmined Mark.
Miner: any person involved in artisanal and small-scale mining
Packaging: all materials normally supplied as part of the product and includes (among others) all
containers, wrappers, labels and transit packaging that carries the FAIRTRADE Mark.
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011
Pantone: the system used by the printing industry to classify colours.
PDF: Portable Document Format, Fairtrade’s preferred format for submitter artwork.
Precious metal: a rare, naturally occurring metallic chemical element of high economic value, which
is not radioactive. The best-known precious metals are gold, silver, and platinum.
Trademark Usage Guidelines: Gold and Related Precious Metals
JANUARY 2011