BA P Logo Use Guide 2017 www.bapcertification..org
Introduction BAP Logo Ownership Obtaining the Logo Logo Overview Using BAP Logos Logo Specifications On/Off Product Use About BAP Introduction Established in 1997, the Global Aquaculture Alliance (GAA) is an international nonprofit association dedicated to promoting responsible aquaculture practices through advocacy, education and demonstration. Through the development of its Best Aquaculture Practices (BAP) certification standards, GAA has become the leading standards-setting organization for farmed seafood. BAP is the world s most comprehensive third-party aquaculture certification solution, with standards encompassing the entire production chain, including farms, processing plants, hatcheries and feed mills. Additionally, the program addresses every key element of responsible aquaculture, including environmental and social responsibility, food safety, animal health and welfare and traceability. What do the BAP standards cover? Traceability: Supply chain traceability from the source to the marketplace is mandated by the BAP program Environmental Responsibility Animal Health & Welfare Food Safety Social Responsibility Compliance with standards that address such issues as habitat conservation, water quality and effluent. Best practices in animal husbandry, addressing such issues as disease control. Assurance that no banned antibiotics or other chemicals are used and that all approved chemical treatments are carried out in a responsible fashion. Adherence to local laws for worker safety, child labor and community rights. 2
Introduction BAP Logo Ownership Obtaining the Logo Logo Overview Using BAP Logos Logo Specifications On/Off Product Use About BAP BAP Logo Ownership The Global Aquaculture Alliance owns all right, title and interest in and to the trademark Best Aquaculture Practices Certified, and Design (the BAP logo) The BAP Certification Mark Licensing Agreement must be signed if any entity wants to use the BAP logo. Using the BAP logo improperly or in a way that misrepresents a product or products is prohibited and will be treated as trademark infringement. GAA reserves the right to take legal action against any party that does not adhere to the guidelines outlined in this document. 3
Obtaining the Logo How to acquire the BAP Logo Sign the BAP Certification Mark Licensing Agreement 1 2 Receive a Copy of the BAP Logo 3 Add the BAP Logo to Materials BAP Certified Facilities Only: The BAP Certification Mark Agreement must be signed when using any version of the logo. In addition, you must fill out the Logo Information Sheet, which you can obtain from your BAP Certification Specialist or by emailing logos@bapcertification.org.. Once all of the required paperwork has been submitted, you will obtain a copy of the desired BAP logo. All Other Users of the BAP Mark: The BAP Certification Mark Agreement must be signed when using any version of the BAP logo. A copy of this agreement may be obtained by emailing logos@bapcertification.org. Once this has been signed and returned to BAP, you may receive a copy of the desired BAP logo. Obtain a high-definition vector file of the standard BAP logo by emailing logos@bapcertification.org or from the BAP marketing toolkit. Once all of your paperwork has been submitted and approved, you can obtain a BAP logo with your certification number from your BAP Certification Specialist. Incorporate the BAP logo into the design of your packaging or other materials using the guidelines outlined in this document. You do not need to receive a final approval from GAA to use the BAP logo, provided the guidelines in this document have been followed. Logo Policing: GAA has a logo-policing program and reserves the right to take legal action against any party that that uses the BAP certification mark improperly or without signing the BAP Certification Mark Licensing Agreement when it is necessary. 4
Logo Overview BAP Logo Variations BAP Logo Have you signed The BAP Certification Mark Licensing Agreement? Where Can I get it? Who Can Use It? Where Can it be Used? If you have not signed the BAP Certification Mark Licensing Agreement, a copy may be obtained from your BAP Certification Specialist or by emailing logos@bapcertification.org.. The BAP logo is available for download for free on the BAP website. Highresolution versions of the logo can be obtained from logos@bapcertification.org. BAP-certified processors, farms, hatcheries and feed; suppliers, distributors, retailers, media, etc. See on page 15 (Refer to Section 6 for specifications) See on page 15 Star Designation BAP Logo BAP Certification Logos BAP Bulk Packaging Logo The BAP Certification Logo with your certification number can be obtained from your BAP Certification Specialist or by emailing logos@bapcertification.org.. BAP-certified processors, and farms. See on page 16 On-product only See on page 16 5
Logo Overview BAP Logo Variations Cont. BAP Supporting Text Logo Have you signed The BAP Certification Mark Licensing Agreement? Where Can I get it? Who Can Use It? Where Can it be Used? If you have not signed the BAP Certification Mark Licensing Agreement, a copy may be obtained from your BAP Certification Specialist or by emailing logos@bapcertification.org.. The BAP supporting logos are available for download on the GAA website. If you would like to add your own text, contact logos@bapcertification.org to get approval. Retail and foodservice, BAP supporters, etc. See on page 20 See on page 20 6
Introduction BAP Logo Ownership Obtaining the Logo Logo Overview Using BAP Logos Logo Specifications On/Off Product Use About BAP Using BAP Logos Elements of the standard BAP logo The BAP Logo Best Aquaculture Practices Certified typography must never be altered or removed. The registered trademark symbol must never be removed from the BAP logo. The Responsible Seafood Choice is the only tagline permitted to accompany the standard BAP logo. It is optional. Museo font must be used for the tagline. Color: The entire BAP logo must be printed in either Pantone Reflex Blue or black. (See Logo Specifications section) Placement: Under all circumstances, the BAP logo: Must remain legible when placed over a colored, textured or photographic background. The BAP logo is also available with a Pantone Reflex Blue border and a white background. Must be placed on the package front only if being used on product. Height 0.65 (16.5mm) Width 0.65 (16.5mm) Height 0.75 (19mm) Width 0.75 (19mm) Size: Size requirements vary depending on use. Print applications: The BAP logo must be no smaller than 0.5 inches (12.7 mm) in width. Marketing and advertising applications: The BAP logo cannot be larger in size that the company logo when place in proximity to one another in marketing and advertising applications. Digital applications: The BAP logo must be at least 50 by 50 pixels at 72 dpi. Packaging applications: The BAP logo must be 0.65 inches (16.5 millimeters) wide by 0.65 inches long. 7
Using BAP Logos Elements of the star designation BAP logo The BAP Certification Logos Best Aquaculture Practices Certified typography must never be altered or removed. The registered trademark symbol must never be removed from the BAP logo. The website, which directs consumers to the BAP site, must always be displayed in its entirety, as shown. Star status: The BAP program recognizes product from associated or integrated facilities with a star-based ranking system. Star status is assigned when the processing plant and associated farm(s) have attained certification, a 2-star designation. Associated hatcheries and feed mills attain BAP certification to reach the 3-star or highest 4-star designation. (See On-Product Use section on page 16) The BAP certification number indicates which processing plant the product originated from and can be traced on the BAP website. This number must never be removed from the BAP logo. Only one certification number is permitted on the BAP logo. Color: The entire BAP logo must be printed in either Pantone Reflex Blue or black. The Responsible Seafood Choice is the only tagline permitted to accompany the standard BAP logo. It is optional. Museo font must be used for the tagline. Continued on next page. 8
Using BAP Logos Elements of the star designation BAP logo The BAP Certification Logos Cont. Width 0.75 (19mm) Overall Height 1.21 (30.8mm) Width 0.75 (19mm) Overall Height 1.21 (30.8mm) Width 0.75 (19mm) Placement: Under all circumstances, the BAP logo: Must remain legible when placed over a colored, textured or photographic background. The BAP logo is also available with a Pantone Reflex Blue border and a white background. May be placed on the front or back of the package, generally positioned in the lower right hand corner. Size: For packaging, the BAP logo must be at least.75 inches (19 millimeters) wide. The length varies depending on the number of stars. Translations: The BAP logo is available in multiple languages, including in Spanish, French, Chinese and any others upon request. Overall Height 1.30 (33.0mm) White Background Width 0.75 (19mm) Width 0.75 (19mm) Stickers are permitted on product packaging under the following conditions: The stickers contain the entire BAP logo, including the stars, certification number and tagline The stickers adhere to sizing guidelines The stickers are plastic Overall Height 1.12 (28.5mm) Overall Height 1.10 (28mm) 9
Using BAP Logos Elements of the Bulk Packaging logo The BAP Bulk Packaging Logo Best Aquaculture Practices Certified typography must never be altered or removed. The registered trademark symbol must never be removed from the BAP logo. The website, which directs consumers to the BAP site, must always be displayed in its entirety, as shown. The BAP certification number indicates which facility the product originated from and can be traced on the BAP website. This number must never be removed from the BAP logo. Only one certification number is permitted on the BAP logo. Height 2.66 (67.6mm) Width 2.00 (50.8mm) Color: The entire BAP logo must be printed in either Pantone Reflex Blue or black. The Responsible Seafood Choice is the only tagline permitted to accompany the standard BAP logo. It is optional. Museo font must be used for the tagline. Placement: Position as desired on carton end or side. Size: The logo must be at least 2 inches (50.8 millimeters) wide by 2.66 inches (67.6 mm) long. 10
Using BAP Logos The BAP Supporting Text Logos Elements of the Supporting Text logos Typography: Text must be in Museo font. Color: The entire BAP logo must be printed in either Pantone Reflex Blue or black. Website: The BAP website may be placed underneath the logo. It is optional. Tagline: You may use a tagline provided by BAP or provide your own. Adding your own tagline text: An enterprise may request its own text to accompany the BAP Supporting Text Logos, however written approval by the BAP is required prior to use. 11
Introduction BAP Logo Ownership Obtaining the Logo Logo Overview Using BAP Logos Logo Specifications On/Off Product Use About BAP Logo Specifications Color Specifications Color specifications: Whenever possible, the BAP logo should appear in its core color: Pantone Reflex Blue. If printing in color is not an option or the color cannot visually match Pantone Reflex Blue, the BAP mark may be reproduced in 100% black. The text and fish symbols in the BAP logo must be reproduced in 100% white. Pantone Reflex Blue CMYK 100 / 73 / 0 / 2 RGB 0 / 85 / 164 12
Logo Specifications Improper Logo Usage Please avoid the following: Do not: Use any color in the logo other than those specified in these requirements. Improper uses: The BAP logo is artwork, not a typeface. Upon request, the artwork is available in a variety of file formats, including EPS, TIF, PDF and JPG. Please e-mail your request to logos@bapcertification.org. Please include the purpose for which you are requesting the logo, how you will display it and your sizing needs. Always reproduce the BAP logo from the approved master electronic artwork. Do not recreate, manipulate or distort the BAP logo in any way, and do not incorporate the BAP logo into the design of any other logo or artwork. Do not: Position the logo at an angle or distort the logo in any way. Do not: Add additional graphics to the logo. Do not: Change the typography of the logo. Do not: Link or add additional typographic elements to the logo. ABC CORP Do not: Add drop shadows or additional 13
Logo Specifications Improper Logo Usage Cont. Please avoid the following: Do not: Add multiple certification numbers to one logo. Do not: Remove the certification number from the logo or separate any other aspects of the logo. 14
Front On-Product Use Processors, feed mills, farms, and hatcheries are permitted to use the BAP logo on packaging. To obtain the BAP certification logo, the BAP Certification Mark Licensing Agreement and Logo Information Sheet must be filled out and submitted to BAP. The Logo Information Sheet must be resubmitted to BAP annually or when changes, such as changes to star status, occur. Packaging must contain at least one logo that displays the BAP certification number. Consumer-ready packaging must contain the BAP certification logo with the star designation. Placing the BAP certification logo on bulk packaging is optional. BAP 2, 3 or 4 star products, cannot be claimed as such or use the BAP logo unless 95% of the seafood ingredient in the product is from, and traceable to, a BAP-certified facility. Back 15
On-Product Use Primary Processors BAP certified processors may use the BAP certification logo on master cases and/or consumer-ready packaging. Product should be labeled 2, 3 or 4 star when each facility is BAP certified as part of a registered 2, 3 or 4 star group. For those instances where feed is not required, the plant will automatically receive a fourth Feed star as part of their farm certification, provided they have obtained plant and hatchery certification. All facilities in the chain of custody must be BAP certified at the time of production in order for a product to maintain BAP star status. Star Designations 4 Star 3 Star 2 Star 1 Star Product produced by a BAP-certified Product produced by a BAP-certified Product produced by a Product produced by a BAP-certified processing plant, BAP-certified farm(s) processing plant, BAP-certified farm(s) BAP-certified processing plant and processing plant only, BAP-certified hatchery only and only and BAP-certified hatchery and/or BAP-certified farm(s) only BAP-certified feed only. feed only. 2 Star Example: Product can only be claimed as 2 star from a BAP certified plant with farmed product that only comes from a BAP-certified farm. If, for example, there are five farms supplying the BAP-certified plant, but only one of them is BAP certified, only the product from that one BAPcertified farm is allowed to be claimed, represented and sold as BAP 2 star. The product from the other farms shall be kept separate and cannot be claimed in any way as BAP 2 star (whether verbally, on documents, or using the BAP logo). 16
Introduction BAP Logo Ownership Obtaining the Logo Logo Overview Using BAP Logos Logo Specifications On/Off Product Use About BAP On/Off Product Use On-Product Use In order to verify traceability, the re-processor must: Re-processors Have a rigorous supplier approval and monitoring system that verifies the BAP 2, 3, or 4-star product it is receiving is BAP 2, 3 or 4 star. Re-processors may use the BAP logo provided the product is sourced from a BAP-certified processing plant whose product contains a 1, 2, 3 or 4 star BAP logo. When buying BAP 1 star from a BAP-certified plant, the reprocessor may only claim 1 star. BAP certified re-processors may maintain the 2, 3, or 4-star status if product they receive is already certified as such. Preservation of star designations is dependent upon the re-processor maintaining strict control at all times. The BAP certification logo on the product should contain the certification number of the facility where the last transformation occurred. Violations of logo use or indications of co-mingling during BAP scheme verification activities or the third-party audit may result in certification status being suspended or revoked. If there is a break in the traceability/chain of custody, the product the facility is producing can only be claimed as 1 star. Have a full traceability system that verifies the BAP 2, 3 or 4 star product it is receiving is BAP 2, 3 or 4 star, including verification that the farm, hatchery and feed sources are BAP-certified. Have traceability system that verifies that the BAP product was received directly from the BAP-certified plant and was not handled or transformed by any other entity in between. Have receiving, production, handling and storage procedures and documentary systems that ensures that, at no point while the secondary plant is opening the boxes or processing the product, that any non-bap is mixed in with BAP. That includes mixing 1 star BAP product with two star BAP product, and so on. Outsourcing: Any transformation of the product at a non-bap certified processing plant represents a break in the chain of custody. Proper control must be exercised over any entity that is used to outsource any processes or services that may have an impact on food safety, legality, quality, traceability and social responsibility. Have a label control policy that ensures BAP product is not mixed or mislabeled. 17
Introduction BAP Logo Ownership Obtaining the Logo Logo Overview Using BAP Logos Logo Specifications On/Off Product Use About BAP On/Off Product Use On-Product Use Retailer receipt and advertising of bulk farm direct shipments Farms BAP-certified farms may use the bulk packaging logo on bulk packaging provided: Where a retailer or restaurant receives product directly from a BAP-certified farm, the retailer or restaurant may advertise the BAP product only under the following conditions: The product is packed on ice in bulk packaging (e.g. wet lock boxes, Styrofoam cartons, etc.) The product is shipped directly in its whole state or is partially transformed at the farm (de-headed, gutted, gilled or bled). If any transformation occurs at a processing facility, the facility has to be BAP certified to claim two-star BAP. Containers are shipped directly from the farm to the retailer with no other entity in between. Containers are sealed, show no signs of tampering, and labeled appropriately, including the BAP logo shown above with the farm certification number. The BAP website is checked to verify that the farm is currently BAP certified. 18
On-Product Use Hatcheries shipping directly to farms BAP-certified hatcheries may use the master case or bulk logo on bulk packaging when shipping directly to farms for marketing purposes provided: The product is packed in bulk packaging that is properly sealed and labeled. The product is shipped directly to the farm with no facility of any kind in between. Feed Mills Certified feed mills may use the bulk logo on feed bags. 19
Introduction BAP Logo Ownership Obtaining the Logo Logo Overview Using BAP Logos Logo Specifications On/Off Product Use About BAP On/Off Product Use Off-Product Use Suppliers, distributors, retailers and foodservice operators that endorse BAP, in addition to media, are permitted to use the BAP logo for marketing and communications purposes and at the point of sale. Individual product identification is allowed at the point of sale, but only if the retailer and foodservice operator use the BAP supporting text logo. Applications include: On ice picks in fresh cases (with supporting text) On restaurant menus (with supporting text) Print or digital advertisements Brochures and pamphlets Websites and email signatures Tradeshow and facility signage 20
Introduction BAP Logo Ownership Obtaining the Logo Logo Overview Using BAP Logos Logo Specifications On/Off Product Use About BAP On/Off Product Use Supporting Text If an enterprise s materials refer only to product from BAP-certified facilities, or all seafood sold by the enterprise is BAP-labeled, the BAP logo can be used without supporting text. If an enterprise sells both BAP product and non-bap product, supporting text must be used with the BAP logo to clarify to consumers that not all products being sold are from BAP-certified facilities. An enterprise may request its own supporting text to accompany the BAP logo. However, the text must be approved by BAP in writing. 21
About BAP A division of the Global Aquaculture Alliance, Best Aquaculture Practices is an international certification program based on achievable, science-based and continuously improved performance standards for the entire aquaculture supply chain farms, hatcheries, processing plants and feed mills that assure healthful foods produced through environmentally and socially responsible means. BAP certification is based on independent audits that evaluate compliance with the BAP standards. Questions or concerns regarding the use of the BAP logo? Please contact logos@bapcertification.org. or call us at 603-317-5000 2 International Drive, Suite 105 Portsmouth, NH 03801 22