Av 1
Section Av
Woolworths
Vendor Logo Usage Guidelines
Issue 5, February 2017
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.
Woolworths Supermarkets brand communications guidelines – Issue 4, January 2015
06_564580_BrandLogoAmends_Styleguide.indd 1
Approved by:
General Manager, Marketing
21/02/2017 11:03 am
Woolworths Vendor Logo Usage Guidelines
Attention, Interest, Desire and Action are basic advertising
principals, and when done well help your customer on their
path to purchase.
Use of the Woolworths Vendor Logo Usage Guideline will amplify
your retail call to action, and make it clear to customers where to
buy your product.
These guidelines have been created to help our vendors with
positioning the Woolworths logo within their advertising and
packaging designs. However, there may be times when questions
arise around specific applications or other details. In these
instances, don’t manipulate the Woolworths logo, please contact
Woolworths for assistance.
Section Av AvC
Woolworths Vendor Logo Usage
Colours & Typography
Av 1
– ‘Only at Woolworths’ logo Av 2
– ‘Available at Woolworths’ logo Av 4
– ‘On Special at Woolworths’ logo Av 6
Minimum Sizes Av 8
Multi Brand Environment
Av 9
Best Practice — in print
Av 10
Best Practice — for TV
Av 11
Queries can be directed to:
Amelia Gammo
Brand & Creative Specialist
[email protected]
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.
Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
06_564580_BrandLogoAmends_Styleguide.indd 2
Approved by:
General Manager, Marketing Communications and Brand
21/02/2017 11:03 am
Colours and Typography
Colours
Av1
Colour for Dark Green Backgrounds
To ensure legibility and standout, it is
preferable that the positive versions of the
lock-ups are used (i.e white background).
Where this is not possible, use the reverse
version which has a green background.
Typography
The lock-ups for the callouts —
Only at, Available at, On special at
— have been created using the custom font
Fresh Sans Medium.
All instances of ‘Woolworths’ within
lock-ups are imported from the
Woolworths logo, as is the
Woolworths icon.
Woolworths
Dark Green
Fresh Sans Medium
Print
Process
C:100 M:0 Y:85 K:50
Spot (Pantone)
PMS 3425
Digital
Screen (RGB)
R:18 G:84 B:48
Web safe
#125430
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.
Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
06_564580_BrandLogoAmends_Styleguide.indd 1
Custom font used to create provided lock-ups
Approved by:
General Manager, Marketing Communications and Brand
21/02/2017 11:03 am
‘Only at Woolworths’ logo
Minimum size
To ensure legibility, the Woolworths icon
should appear no smaller than 15mm in
width on printed materials or 40 pixels in
width on web or digital platforms.
Av2
Full Colour
Horizontal & Vertical – Positive & Reverse options
The full lock-up should be
scaled proportionately.
Note:
– The default version of this logo is
horizontal and positive.
– The stacked version can be used when the
horizontal version does not work within
the layout.
– All reverse versions provided are created
with backgrounds that meet the clear
space rulings, ie. are minimums.
Only at
Only at
Only at
Exclusion Zone Examples
Exclusion zone
The exclusion zones are determined as
shown. The measures used are a capital ‘O’
from the word ‘Only’, a full height lowercase
‘a’ and half height lowercase ‘a’.
It is imperative that no other elements
encroach on this space.
Only at
15mm
or 40 pixels
Only at
Only at
at
Only
15mm
or 40 pixels
15mm
or 40 pixels
Only at
Only at
Only at
Only at
15mm
or 40 pixels
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.
Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
Only at
Only at
06_564580_BrandLogoAmends_Styleguide.indd 2
Approved by:
General Manager, Marketing Communications and Brand
Only at
Only at
21/02/2017 11:03 am
‘Only at Woolworths’ logo – colour options
Colour options
On occasions where it is impractical to
use the lock-ups in full colour, please use
the black or green one-colour options
shown here.
15mm
Black
or 40 pixels
Horizontal & Vertical – Positive & Reverse options
Only at
Only at
Only at
Only at
Av3
15mm
or 40 pixels
Only at
Only at
Only at
at
Only
Only at
Only at
Only at
at3425
DarkOnly
Green PMS
Only at
Only at
Only at
Only at
15mm
or 40 pixels
Black = 100% black.
Green = PMS 3425 which is the brand PMS
for Woolworths Dark Green.
Only at
15mm
or 40 pixels
Horizontal & Vertical – Positive & Reverse options
Only at
Only at
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.
Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
06_564580_BrandLogoAmends_Styleguide.indd 3
Approved by:
General Manager, Marketing Communications and Brand
21/02/2017 11:03 am
‘Available at Woolworths’ logo
Minimum size
To ensure legibility, the Woolworths icon
should appear no smaller than 15mm in
width on printed materials or 40 pixels in
width on web or digital platforms.
Av4
Full Colour
Horizontal & Vertical Positive & Reverse options
The full lock-up should be scaled
proportionately.
Note:
Available at
Available at
Available at
Available at
Available at
Available at
Available at
Available at
– The default version is horizontal
and positive.
– The stacked version can be used when
the horizontal version does not work
within the layout.
– All reverse versions provided are created
with backgrounds that meet the clear
space rulings, ie. are minimums.
Exclusion Zone Examples
Exclusion zone
The exclusion zones are determined as
shown. The measures used are a capital ‘A’
from the word ‘Available’, a full height
lowercase ‘a’ and half height lowercase ‘a’.
It is imperative that no other elements
encroach on this space.
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.
Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
06_564580_BrandLogoAmends_Styleguide.indd 4
Approved by:
General Manager, Marketing Communications and Brand
21/02/2017 11:03 am
‘Available at Woolworths’ logo – colour options
Colour options
On occasions where it is impractical to
use the lock-ups in full colour, please use
the black or green one-colour options
shown here.
Av5
Black
Horizontal & Vertical – Positive & Reverse options
Available at
Available at
Available at
Available
Available at
at
Available at
Available at
Available
Available at
at
Available at
Available at
Available
Available at
at
Available at
Available at
Black = 100% black.
Green = PMS 3425 which is the brand
PMS for Woolworths Dark Green.
Dark Green PMS 3425
Horizontal & Vertical – Positive & Reverse options
Available at
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.
Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
06_564580_BrandLogoAmends_Styleguide.indd 5
Approved by:
General Manager, Marketing Communications and Brand
21/02/2017 11:03 am
‘On special at Woolworths’ logo
Minimum size
To ensure legibility, the Woolworths icon
should appear no smaller than 15mm in
width on printed materials or 40 pixels in
width on web or digital platforms.
Full Colour
Horizontal & Vertical – Positive & Reverse options
The full lock-up should be scaled
proportionately.
Av6
On special at
On special at
On special at
On special at
On special at
On special at
On special at
On special at
On special at
On special at
On special at
On special at
Note:
– The default version is horizontal
and positive.
– The stacked version can be used when
the horizontal version does not work
within the layout.
– All reverse versions provided are created
with backgrounds that meet the clear
space rulings, ie. are minimums.
Exclusion Zone Examples
Exclusion zone
The exclusion zones are determined as
shown. The measures used are a capital ‘O’
from the word ‘On’, a full height lowercase
‘a’ and half height lowercase ‘a’. It is
imperative that no other elements encroach
on this space.
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.
Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
06_564580_BrandLogoAmends_Styleguide.indd 6
Approved by:
General Manager, Marketing Communications and Brand
21/02/2017 11:03 am
‘On special at Woolworths’ logo – colour options
Colour options
On occasions where it is impractical to
use the lock-ups in full colour, please use
the black or green one-colour options
shown here.
Av7
Black
Horizontal & Vertical – Positive & Reverse options
On special at
On special at
On special at
On special at
On special at
On special at
On special at
On special at
On special at
On special at
On special at
Black = 100% black.
Green = PMS 3425 which is the brand PMS
for Woolworths Dark Green.
On special at
On
special
Dark
Green
PMS 3425 at
Horizontal & Vertical – Positive & Reverse options
On special at
On special at
On special at
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.
Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
06_564580_BrandLogoAmends_Styleguide.indd 7
Approved by:
General Manager, Marketing Communications and Brand
21/02/2017 11:03 am
Minimum Sizes — in a nutshell
The minimum size is determined by measuring
the total width of the Woolworths Icon. This
measurement can be no smaller than 15mm in
width on printed materials or 40 pixels in width
on web/digital platforms.
Av8
Minimum for Horizontal logo
Minimum for Stacked logo
15 mm
40 pixels
15 mm
40 pixels
Total lock-up should be scaled proportionately.
Small Use - between 7mm and 15mm only
In the rare instance that a Brandmark is required
at a smaller size than the minimums specified
above, a modified* Brandmark has been
developed to ensure legibility.
*Modifications: the ‘Woolworths’ logotype has
been thickened in weight and the tagline,
The Fresh Food People, has been excluded to
negate any readability issues.
Minimum for Small Use (both horizontal and vertical shown)
Should you need to use this logo, please refer
to the contact details shown on the contents page
of these guidelines. This logo should not
be used any smaller than 7mm.
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.
Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
06_564580_BrandLogoAmends_Styleguide.indd 8
7mm – 15 mm
or 20 - 40 pixels
7mm – 15 mm
or 20 - 40 pixels
Approved by:
General Manager, Marketing Communications and Brand
21/02/2017 11:03 am
Multi Brand Environment
Lock-up in a multi brand environment
As the major supermarket in Australia, and to
assist with customer recognition, it is preferred
that the Woolworths logo is in the first and most
prominent position. Any minor retailers should be
shown in a secondary position, per these layouts.
The positive or reversed version of the
Woolworths logo can be used in a multi brand
environment.
• If the background is white, use the positive
version of the Woolworths logo.
Av9
Preferred multi brand stacked lock-up
Available at
BRAND B
BRAND B
BRAND C
BRAND C
BRAND D
BRAND D
BRAND E
BRAND F
BRAND E
Preferred multi brand horizontal lock-up (with logos)
• If the background is not white, the reversed
version of the logo can be used for stand out.
BRAND B
The Woolworths logo can be used in horizontal or
stacked formats, whichever has the most stand
out in the available space.
also at
BRAND C
BRAND D
BRAND E
BRAND F
Preferred multi brand stacked lock-up (with copy descriptions)
The Woolworths logo (without the retail prefix)
will be supplied by the Woolworths Brand
Compliance Manager upon request. Contact
details at the front of this guideline.
Font for the supplementary text ‘also at’, ‘also at
all good pharmacists’ etc to be a sans serif font.
Preferred secondary stacked lock-up (with logos)
Available at
Available at
BRAND B
BRAND B
also at all good pharmacists/grocers/store name.
also at all good pharmacists/grocers/store name.
Preferred multi brand horizontal lock-up (with copy descriptions)
BRAND B
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.
Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
06_564580_BrandLogoAmends_Styleguide.indd 9
also at all good pharmacists/grocers/store name.
Approved by:
General Manager, Marketing Communications and Brand
21/02/2017 11:03 am
Best Practice — for print
Positioning of lock-ups
Example: A6 Entry Form
Av10
Examples: Packaging
These examples show how to recognise
Woolworths in vendor advertising
or packaging.
The default logo is the white
horizontal version.
Where this is not possible, a panel of
Woolworths Dark Green should be used
to hold the reverse version of the lock-up.
The logo/background panel ideally should
extend the full width of the artwork and
be positioned near the very top or bottom
of the communication.
Shown here are best practice examples.
Note:
Lock-ups are NOT shown actual size.
These are demonstration visuals only.
Example: Landscape Ticket
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.
Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
06_564580_BrandLogoAmends_Styleguide.indd 10
Approved by:
General Manager, Marketing Communications and Brand
21/02/2017 11:03 am
Best Practice — for TV
Best Practice
Av11
Example: Cadbury (before endframe + endframe)
It is preferred that the logo lock-ups are:
- the preferred orientation for the space
- on a white background
- used on the end frame of the TVC
or predominately within the TVC
- integrated into the design
If using reverse versions, ensure they sit
on a Woolworths Dark Green background
panel. See page AV1 for specifications
Timing
The Woolworths lock-up should appear
for a minimum of 2 seconds.
Example: Rexona (endframe)
Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.
Woolworths Supermarkets brand communications guidelines – Issue 5, February 2017
06_564580_BrandLogoAmends_Styleguide.indd 11
Example: Philadelphia (endframe)
Approved by:
General Manager, Marketing Communications and Brand
21/02/2017 11:03 am