Corporate Brand Standards

Transcription

1 Trademark Applications Corporate Brand Standards version 6.0 April Herbalife. All rights reserved. USA ID /16 1

2 Table of Contents About Herbalife 3 Our Herbalife Brand 4 Herbalife Nutrition Logo 6 Herbalife Nutrition Logo / Transliterations 8 Herbalife Nutrition Logo / Department Configuration 9 Special Signage Logos 10 Herbalife Nutrition Logo / Independent Herbalife Member 11 Herbalife Nutrition Logo / Sports Apparel and Accessories 12 Herbalife Nutrition Logo / Non-Sports Apparel and Accessories 14 Don ts 15 Corporate Logo and Artmark Color 16 Artmark 17 Corporate Logo / Safe Area 18 Corporate Logo / Nutrition for a Better Life 19 Corporate Logo / Sign-Off Bar Configuration 20 Corporate Logo / Transliterations 21 Corporate Logo Independent Herbalife Member 22 Legal Attribution 23 Corporate Logo / Co-Brand Configuration 24 Typography 25 Color 27 Photography 28 Stock Photography 31 2

3 About Herbalife Michael O. Johnson Chairman and Chief Executive Officer Herbalife Herbalife s identity name, logo and artmarks are some of the most valuable company assets. Our identity portfolio is also the most visible representation tool we use to shape the perceptions of our Members, customers, investors and employees. Therefore, it is critical that we leverage these assets for a competitive advantage today and in the future. 3 Who We Are Our Company We are a global nutrition company that has helped people pursue healthy, active lives since Our products are available exclusively through a network of Independent Herbalife Members in more than 90 countries. Our Products Herbalife protein shakes and snacks, vitamins and other dietary supplements, energy and fitness drinks, when combined with healthy eating and exercise, can help you lead a healthy, active life while our skin and hair-care products can help you look your best. Our Members Independent Herbalife Members offer as complements to product offerings personal guidance, motivation, and in some cases fitness and nutrition information drawn from materials prepared by Herbalife. Business Opportunity You can earn part-time income or pursue a full-time business opportunity as an Herbalife Member. Herbalife Sports We sponsor world-class athletes, teams and events around the globe, including LA Galaxy and Cristiano Ronaldo. Image We live our vision, mission and values. We believe in giving back. We make our communities better places to live and work by being a socially responsible company, through community involvement and through the Herbalife Family Foundation and its Casa Herbalife Program, which helps bring good nutrition to children in need. Who Communicates Our Brand Our Members The primary conveyor of the brand. One goal, millions of voices. Dedicated Independent Herbalife Members represent and communicate the Herbalife brand around the world. To drive the 3 Rs Retailing, Recruiting, Retention our Members use various business methods, communications that typically include much of the collateral produced by the creative and marketing departments at Herbalife. Our Employees Our Members come first in everything we do at Herbalife. Ultimately, our job as employees is to help by providing our Members with world-class nutritional products and support to start, grow and maintain their business. We make materials to educate both Members and consumers alike regarding the Herbalife brand. Every interaction is an opportunity to communicate the Herbalife brand, whether this interaction is in person, over the phone, through a video, a brochure or online. Importance of Global Consistency To build a unique, appealing and relevant brand, we must ensure that all messaging, visuals and interactions are rooted in an authentic, honest expression of the Herbalife brand. Herbalife invests care and attention, as well as time, money, and effort, to produce high-quality products and ensure that independent Members deliver high-quality services. In every application of the brand, the quality of the materials upon which the brand is placed should be a constant focus. Herbalife will not display its brand on materials of poor quality or workmanship, nor in any context that does not reflect and support the Company s mission and values.

4 Our Herbalife Brand Our Vision Changing people s lives. Our Mission To change people s lives by providing the best nutrition and weight-management products in the world and the best opportunity in direct selling. Our Values Our Nutrition Products We are committed to the highest scientific and safety standards in product development and manufacturing for our consumers. We are products of our products, and a healthy, active lifestyle. Our Members We are driven by the needs of our Members and their customers, and inspired by their stories and results. Our Stakeholders We pursue profitability and growth to increase value for all our stakeholders, including Members, customers, shareholders and employees. Our Employees We respect each other, succeed as a team and value a sense of humor. Our Communities We make our communities better places to live and work. Our Work We make decisions based on facts. We work hard and hold ourselves accountable. We strive for excellence. Our Ethics We do the right, honest and ethical thing. We take the high road. Our Philosophy We use it, wear it, talk it. Our Attitude We make it fun, simple and magical. Our Brand Personality and Voice The brand personality is the overall tone and attitude of messages, and it is the look and feel of our visuals. The brand personality helps to differentiate the Herbalife brand in the marketplace. These are the key emotional components that drive desire and build bonds and love for the brand. The Herbalife brand personality ranges from informational to inspirational and has several key attributes: Friendly Active Positive Inspirational Passionate Caring Empowering Credible Entrepreneurial 4

5 Our Herbalife Brand (Continued) Brand Position: Healthy, active life. Company Tagline: Nutrition for a better life. Brand Experience Provide a globally consistent and positive experience to ensure that we are the best and easiest company to do business with. Brand Recognition Herbalife is committed to ensuring global recognition of the Herbalife brand: Who we are. What we do. What we stand for. Company s Role Provide to Members The right tools at the right time in the chosen format. Product Level playing field Tools to support 3 Rs Training curriculum Promotions Events Apparel Services Environments Brand icons Brand governance Provide to all audiences We will soften the market for our Members and continue to provide value for our stakeholders. Product Income opportunity education Sports sponsorships Nutrition Advisory Board Herbalife Nutrition Institute Publicity/public relations/media relations Corporate social responsibility/ Vision, Mission, Values Herbalife Family Foundation/ Casa Herbalife programs Industry associations Campaigns Government regulations Brand icons Brand governance Members Role Provide to consumers Retail the product Recruit new Members Retain existing customers and sales force Service excellence Ethical business practices Product/business knowledge Provide to all audiences You Are the Brand Behavior/Ethics/Vision, Mission, Values Advertising Sponsorships Events Customer Success = Member Success Member Success = Herbalife Success 5

6 Herbalife Nutrition Logo Herbalife Nutrition This is a logo to build Herbalife as a nutrition brand among the general public. It helps us clarify our brand positioning since the Herbalife logo by itself does not depict this idea. Herbalife Nutrition Logo, Stacked (Preferred) HN_Lockup For special use logos on signage, jerseys or field boards, please contact WorldWide Marketing. A stacked version of the Herbalife Nutrition logo is available upon request. Please open a request via herbalife.attask-ondemand.com/ requests and include information about the project. However, the use of the stacked logo is restricted for small or squareshaped applications only. On White, Light or Clear Background For consistency of brand, we prefer not to use the stacked version. On Green / PMS 368C Background As a secondary option for all green backgrounds, consider using the one-color white logo in the event the two-color logo may be difficult to read. On Green / PMS 368C Background On Black or Dark Background (70%K or darker) 6

7 Herbalife Nutrition Logo The following examples include more instances where a one-color logo may improve legibility. Herbalife Nutrition Logo, One-Color 1 Color Black Logo On white Background 1 Color White Logo On Green / PMS 368C Background 1 Color Green PMS 368 Logo On Black or Dark Background (70%K or darker) 7

8 Herbalife Nutrition Logo / Transliterations Some countries have approved variations of the Herbalife Nutrition logo that incorporate their language trans literation of Nutrition beneath. The following are examples of approved international logos. Correct Placement of Translation Under Logo 0.8 in. 4 in. The guidelines for safe space between the corporate logo apply to the placement of the local language copy as well. This ensures that the Herbalife Nutrition brand is consistent on a global basis. Spanish 4 in. 0.8 in. Portuguese 4 in in. Russian 8

9 Herbalife Nutrition Logo / Department Configuration For apparel purposes, the size of department names can be increased to help make embroidery easier. Logo: Global Consumer and Member Insights on PMS 368 Type: Helvetica Neue 57 Condensed PMS 8402 Legal Team on on PMS 368 9

10 Special Signage Logos Special Signage Logo Use this when the logo is placed on top of buildings or is located at a high elevation and will be viewed from a distance. This logo has a tighter kerning to enhance visibility from a distance. PREFERRED VERSIONS Special Signage Logo, Primary TriHN_Primary_1color_Green Herbalife Nutrition is the preferred signage logo and is available in a variety of languages by contacting WWM. On exterior of buildings, the one-color green or white logo is usually recommended. Special Signage Logo, Stacked TriHN_Stacked_1color_Green It can also be used for outdoor banners and field boards. Logo is available on request. Please open a request via com/requests and include information about the project. See the Facilities Style Guide for additional, detailed information. The Facility Branding Style Guide is located at MEDIABIN/3 GUIDELINES, RULES & STYLE GUIDES/STYLE GUIDES/FACILITIES. SECONDARY OPTIONS Special Signage Logo, Horizontal CrpLogo09Hz_Spec Special Signage Logo, Stacked CrpLogo09Stk_Spec 10

11 Herbalife Nutrition Logo / Independent Herbalife Member The Herbalife Nutrition Independent Herbalife Member logo must be used for all Membercreated promotional materials (except for apparel). Herbalife Nutrition Independent Herbalife Member Logo, Stacked (Preferred) HN_Lockup On White, Light or Clear Background On Green / PMS 368C Background On Black or Dark Background (70%K or darker) 11

12 Herbalife Nutrition Logo / Sports Apparel and Accessories Herbalife Nutrition Sports Logo The Herbalife Nutrition logo without the tri-leaf should be used for all sports apparel and accessories. For casual or business apparel and accessories, use the Herbalife Nutrition logo with the tri-leaf. Herbalife Nutrition Preferred Sports Logo HN_Lockup NOTE: Do not use the tri-leaf on any sports apparel or accessories. For special use logos on jerseys, please contact WorldWide Marketing. Primary Green Palette On White, Light or Clear Background PMS 368c CMYK 57/0/100/0 RGB 123/193/67 WEB 7BC143 Sample Accent Color Palette On Green / PMS 368C Background BLACK On Black or Dark Background (70%K or darker) WHITE NOTE: You may use the Secondary Herbalife sports logo, especially if the space is limited. The Herbalife Nutrition logo with tri-leaf or the corporate logo should be used when creating banners, tents, backdrops or signage. Herbalife Secondary Sports Logo Sports_Apparel_Logo1Hz_368.eps NOTE: You may use the Secondary Herbalife sports logo when space is limited. Windshield example Helmet example 12

13 Herbalife Nutrition Logo / Sports Apparel and Accessories Sports Clothing and Accessories The Herbalife Nutrition sports logo clarifies the brand positioning, which can help soften the market for Herbalife Members. Use it on clothing and accessories for exercise, sports or any athletic activity. Do not use the circle tri-leaf with the Herbalife Nutrition sports logo on sports clothing and accessories. Do not combine logos (i.e., do not use the previous Herbalife sports logo to design a Herbalife Nutrition logo). Sports Logo Usage NOTE: For all logo applications four inches or smaller, always use the one-color version so the logo is easier to read. This logo does not exist and should never be used. Sports Clothing and Accessories DO S DON TS Herbalife Nutrition Sports Logo: For clothing and accessories used for exercise, sports or any athletic activity. DO NOT use the circle tri-leaf with the Herbalife sports logo on sports clothing or accessories 13

14 Herbalife Nutrition Logo / Non-Sports Apparel and Accessories Non-Sports Clothing and Accessories Use the Herbalife Nutrition logo with tri-leaf on apparel and accessories that are not considered sports or active wear. The logo should appear in full every time. Do not attempt to mimic the logo using a typeface. Non-Sports Logo Usage You may also use the Herbalife corporate logo on apparel and accessories that are not considered sports or active wear. The circle tri-leaf artmark must always appear in close proximity to the complete Herbalife corporate logo. Non-Sports Clothing and Accessories The registration mark is not required due to difficulty in printing and embroidery. NOTE: For all logo applications four inches or smaller, always use the one-color version so the logo is easier to read. NOTE: The pin designs shown here are the only approved options. Please be sure to submit all designs to Brand Review prior to production. If you are interested in making a large purchase with other regions at a bulk discount, please contact Worldwide Marketing. Herbalife Nutrition/Herbalife Corporate Logo: For all other apparel and accessories that are not considered sports or active wear. The Clothing and Accessories Style Guide is located at: MEDIABIN/3 GUIDELINES, RULES & STYLE GUIDES/STYLE GUIDES/APPAREL. The circle tri-leaf artmark must always appear in close proximity to the complete Herbalife corporate logo. *Remember that the quality of apparel and other goods bearing Herbalife branding is important to the value of that branding. Make sure that all your contracts that apply to Herbalife-branded apparel, collateral, or any other merchandise is reviewed by the regional Legal group, to ensure that proper quality standards are set out in your contracts with suppliers. 14

15 DON Ts A Do not switch colors. B Do not change colors. C Do not resize elements. D Do not combine logos when creating patterns. A B C D 15

16 Corporate Logo and Artmark Color The Herbalife corporate logo includes two key components: the circle tri-leaf artmark and the wordmark in our custom typeface. The logo should appear in full every time. Corporate Logo, Horizontal CrpLogo09Hz There are two approved configurations of the Herbalife corporate logo: horizontal logo and stacked logo. However, the horizontal logo is the preferred configuration. Corporate Logo, Stacked CrpLogo09Stk Primary One-Color Logo PMS 368 green is the standard and should be used unless a specific message or design requires an alternate logo color. Color Options The corporate logo color choices have been clarified and simplified. One-Color Alternate Logo Colors The use of alternate logo colors should increase legibility of the logo and support the design strategy. One-Color PMS Black One-Color White 16

17 Artmark The circle tri-leaf artmark must not be used by itself, separated from the Herbalife word logo. Circle Tri-Leaf If you have any questions, please contact Worldwide Marketing. IMPORTANT: The circle tri-leaf artmark must not be used independently. Please replace the two-color logo with the one-color primary logo before reprinting existing projects. Two-Color Legacy Logo Note: The legacy logo configuration can no longer be used. Two-Color PMS 364 and Solid Black Two-Color PMS 364 and Solid Black 17

18 Corporate Logo / Safe Area Part of protecting the corporate logo and brand name is to ensure that the logo is seen as separate from other elements on the page. Safe Space or Safe Area Safe space helps to protect and retain our logo and brand name. Safe space ensures best legibility of our logo. Safe space ensures that the minimum distance around the Herbalife logo is maintained. Safe space must scale proportionally with the logo. Corporate Logo: Horizontal Configuration Safe space is based on an element within the logo. Corporate Logo: Stacked Configuration Examples of Safe Space Misuse or Incorrect Use of Safe Space Paragraph copy is too close to the logo. Copyright copy is too close to the logo. 18

19 Corporate Logo / Nutrition for a Better Life A smaller, safe space has been developed for taglines, in agreement with our Legal Department. Correct Placement of Tagline Under Logo Part of protecting the trademark is to ensure that the logo is seen as separate from other elements on the page. The 32 country-specific Nutrition for a better life logos are available in MediaBin. Nutrition for a better life. Note: All new lockups or modifications to existing logo and tagline combinations, whether as a lockup or as a type treatment, need to be approved by the Legal/ Regulatory department and submitted for Brand Review. Resulting New Safe Space 19

20 Corporate Logo / Sign-Off Bar Configuration The Herbalife sign-off bar system has four design configurations. The height of the bar is three times the height of the H in the horizontal logo and the logo is centered vertically. The length of the sign-off bar may vary but the recommended length is 250 percent of the horizontal logo being used. Using Sign-Off Bar in Black and White Only use options 1, 2 or 3 in black and white. The sign-off bar prints solid black and the logo and tagline always reverse out. Tagline is exactly three-quarters the height of the H. Font: Helvetica Neue 56 italic. Option 1: PMS 368 bar with white logo, flush left. PMS 368 Note: This replaces the double green sign-off bar. Option 2: PMS 368 bar with white logo, flush right. PMS 368 Option 3: PMS 368 bar with white logo, flush left and company tagline, flush right. PMS 368 Option 4: PMS 368 bar with white logo, flush right and company tagline, flush left. PMS

21 Corporate Logo / Transliterations Some countries have approved variations of the Herbalife logo that incorporate their language trans literation of Herbalife beneath. The following are examples of approved international logos. Correct Placement of Translation Under Logo The guidelines for safe space between the corporate logo apply to the placement of the local language copy as well. This ensures that the Herbalife brand is consistent on a global basis. Note: Lockups of the horizonal and stacked corporate logos with Herbalife as a small and large tagline are available in MediaBin. Note: Corporate logos in China carry the legal attribution aligned on top due to the region s specific legal requirement. 21

22 Corporate Logo / Independent Herbalife Member A smaller, safe space has been developed for taglines, in agreement with our Legal Department. Correct Placement of Tagline Under Logo Part of protecting the trademark is to ensure that the logo is seen as separate from other elements on the page. Independent Herbalife Member The 32 country-specific Independent Herbalife Member logos are available in MediaBin. Independent Herbalife Member Note: All new lockups or modifications to existing logo and tagline combinations, whether as a lockup or as a type treatment, need to be approved by the Legal/ Regulatory department and submitted for Brand Review. Resulting New Safe Space M Votre membre indépendant Herbalife 22

23 Legal Attribution On the corporate logo, the legal attribution appears following the Herbalife name. The attribution protects the brand by letting others know that we have significant interest and investment in our name. Legal Attribution, TM, -MD Pre-approved usage of the logo without legal attribution includes apparel and building signage, due to scaling issues. Consult your local Legal Department for advice about other possible exceptions. 23

24 Corporate Logo / Co-Brand Configuration Athlete or athletic team sponsorship is not tied to a specific product. This is communicated through approved statements of the nature of the association, such as Official Nutrition Company of, Official Sponsor of and Presented by Herbalife. Athlete or athletic team endorsement communicates a product s effectiveness in elevating an athlete s performance through improved endurance, recovery time, increased energy, etc. The placement and position of the logo in relationship to other company logos should ensure that the Herbalife logo reads clearly and distinctly as a separate identity. The location and shape of space may be stipulated in a contract. Contact the Legal Department when using the brands or logos of other entities. Attribution statements, disclaimers or other information may be required to appear with the brands or logos of others. ¾ X Presented by Type: Helvetica Neue 55 Roman or 57 Condensed 1x Official Nutrition Company of the LA Galaxy 1X 1x Product of Herbalife logo lockup. This lockup may sit within the Herbalife product logo safe space. 3/4 X PRODUCT OF Type: Helvetica Neue 55 Roman or 57 Condensed 1X LA Galaxy logo and graphics are the property of Major League Soccer, LLC. Used by permission. 24

25 Typography Helvetica Neue is the company s core brand font and should be used to ensure consistency throughout all marketing communication materials. Note: OpenType fonts include features on expanded character set and layout and provide broader linguistic support and more precise typographic control. The fonts featured here are the only fonts that can be used for print materials. Core Brand Fonts Helvetica Neue 45 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue 46 Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue 65 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue 66 Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue 75 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue 76 Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 25

26 Typography (Continued) Helvetica Neue Family 45 Light 46 Light italic 55 Roman 56 Roman italic 65 Medium 66 Medium italic 75 Bold 76 Bold italic 85 Heavy 86 Heavy italic 95 Black 96 Black italic 47 Light Condensed 47 Light Condensed Oblique 57 Condensed 57 Condensed Oblique 67 Medium Condensed 67 Medium Condensed Oblique 77 Bold Condensed 77 Bold Condensed Oblique 87 Heavy Condensed 87 Heavy Condensed Oblique 97 Black Condensed 97 Black Condensed Oblique Electronic Fonts: Web Standard electronic fonts for websites, PDF files and blasts. Note: The entire font families are not represented in these examples, but may also be used. Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Bauer Bodoni Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Bauer Bodoni Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 26

27 Color The core color palette for Herbalife branding includes green PMS 368c as the primary color. Supporting accent colors for any project can be used to add interest or help convey the message. Primary Color 90% Accent Color 10% Note: Accent colors should be used in the 9:1 green-to-accent color ratio to ensure that they do not dominate the design. Primary Green Palette Sample Accent Color Palette PMS 368c CMYK 57/0/100/0 RGB 123/193/67 WEB 7BC143 CMYK 7/0/20/0 RGB 237/233/213 Examples EXAMPES TO COME 27

28 Photography Product Images There are two ways to produce Herbalife product images for your catalog. a. 3D Rendering 3D rendering is available upon request and done in-house by the Global Creative Department. Please schedule and consider a budget in advance. Product 3D Rendering Images that are 3D-rendered can replace a product in a photograph during production to enable products to be updated to reflect label changes or for substitution of other market labels. Providing same-angle shots is especially important and produces numerous advantages. Refer to 3D-Rendering Guidelines. 3D-Rendering Requests and Timing Single Product Images: One to four shots can take up to 10 days minimum. Each additional shot will take approximately one day or more. Group Images of Product: Two weeks minimum for each group. New Container, dieline and image style: 10 days minimum. b. Photo Shoot Product photo shoots may include stylized product shots and active product shots. These should be budgeted and handled regionally as needed Shakes Shakes are enhanced when shown with beautiful, fresh fruits or vegetables. Garnish and props convey shake flavor, add visual interest and give scale. FPO Shakes Photos of Herbalife shakes should depict them as refreshing and delicious, associating them with good health. Shake texture should appear thicker than milk, preferably with some ice crystals. Shake appearance needs to match shake recipes. Shape of glass is a choice of the market. Shakes are enhanced when shown with fresh fruits or vegetables. 28

29 Photography (Continued) Lifestyle Photography Herbalife photography is core to our brand. Guidelines include: Make an emotional connection by showing vibrant people engaged with the product and our audiences. Crop tight and eliminate unnecessary background imagery. Purchase global rights for stock and custom photography, when possible, so that all regions and the entire company can share images. You may contact Worldwide Marketing to assist you in negotiating these terms for broader uses. (See page 26 for more details.) Products in Play / Income Opportunity Images should feature happy, active and healthy-looking models. You will want credible, approachable images that do not appear posed or forced. These images require a professional photographer and are best shot on location for a more realistic appearance. Showcase the model(s) in a real environment and living a healthy, active life. The model does not need to be interacting with the product. Product can be strategically placed near activity, such as a cup of tea on a table or a shake in the blender. Lifestyle: Products in Play/ Income Opportunity It is recommended you keep the photo-styling simple so the featured product is the primary visual focus. Tight-cropped compositions will eliminate clutter from subject. Avoid stock photos and invest in custom photography, when possible, by setting aside budgets for these valuable assets. FPO Products in Play FPO Income Opportunity 29

30 Photography (Continued) FPO Off-Brand Images At right are examples of photography that do not meet Herbalife brand standards. Your image selection should provide a believable message that the customer can identify with. Avoid using images that seem forced or posed, that send a negative message, do not represent a healthy, active life or that look manipulated or unrealistic. This photo shows unrealistic proportions. The photo concept is too playful. It does not convey a trustworthy message. The photo is a bit aggressive and does not feature a positive image. Model Selections Choose models who appear natural, accessible and real, expressing a positive experience. Depending on the context, show people who look healthy and are engaged in a contemporary activity, or people who look active, healthy and fit. Adding products and buttons to the images gives context to the business. 30 FPO Casting the Right Models There are certain attributes required when casting models for lifestyle photo sessions. These will help you communicate to your stylists and models the type of clothing they should bring to a photo shoot and the attitude to express during the session. Show a range of people of different ages, ethnicities and gender. Models should appear healthy and vibrant and reflect a positive image. Their clothing should be current and fashionable, branded with the Herbalife logo when possible.

31 Stock Photography Selection Tips Choose images that appear up to date and relevant. Choose photos with attractive people with a look relatable to your target audience. Choose well-composed images. Choose well-lit, sharp images. Choose people who look healthy and active and in aspirational or everyday environments relatable to your target audience. Stock photographs are images that may be purchased from a stock photography company. Although stock photo usage can be more convenient and cost-effective than creating your own photos, it may also be problematic. When considering stock photos as an option, be aware that the following possibilities may arise: The stock photography company may not have secured the proper licenses from the models used in the photos you have purchased. There may be certain limitations in licenses. The competitors or sellers of related products may use or have used the same images you have chosen. Models in the photos you use may take exception to their image being associated with the brand or product (note: stock photos or graphic). Additionally, you will be limited by the range of photographs available and by your budget. Keeping these pros and cons in mind will help you make an informed decision when it comes to your photography options. If you do decide to use stock photography, the same photographic guidelines apply. The stock photos should be consistent with the look and feel of the Herbalife brand. You will need to review and consult with your local legal department the specifics of the licensing agreement of the stock photography company you use. There are generally two types of stock image: royalty free and rights managed. However, royalty free is required. Stock Photography Adding products and buttons to the images gives context to the business activity and life. DO NOT apply the circle tri-leaf artmark onto fashion or sports apparel. Royalty Free The fee you pay to use royalty-free images depends on the file size of the image, regardless of where, when and how you use the image. You may want to purchase a CD of multiple images for a set fee. There is generally a duration of allowable usage (e.g., 10 years). Please note that royalty free is required. Rights Managed A copyright license that gives you a one-time use of a photo under conditions carefully defined by the license. Licenses can be non-exclusive or exclusive, by length of time, display medium, territory, etc. For additional uses, you must purchase additional licenses. This reduces the odds that a competitor will use the same stock photo as you. 31