Brand & Logo Usage Guidelines Revised 11/13
ecotainer ecotainer Brand and Logo Overview Custom prints Examples Customer websites and printed materials POS examples International Paper Website and printed materials Color Specifications Contents Certifications Biodegradable Product Institute (BPI ) US Sustainable Forestry Initiative (SFI ) US 2
International Paper Foodservice Business is the owner of the ecotainer brand. This document will outline the branding guidelines for the use of the ecotainer logo for all communication vehicles. The ecotainer brand should be used only by those companies who actively purchase product directly from International Paper Foodservice Business or one of our approved distributors. No customer will be authorized to market or distribute ecotainer under a private label brand or any other name other than ecotainer. All written references to ecotainer should acknowledge that it is produced by International Paper. Any questions regarding the guidelines or requests for exceptions should go through an International Paper Sales Representative or contact the marketing department at foodservicemarketing@ipaper.com 3
Custom Prints / Artwork All custom prints used for ecotainer packaging are required to include the ecotainer logo as part of the design. The designers at our Clemson Graphics facility are familiar with these guidelines. There are 4 approved uses of the logo: 1. The preferred use of the logo is in the two color mode using appropriate PMS colors and with a white separation around the entire logo. 2. For designs with large amounts of ink coverage, a white knockout in a solid oval is acceptable. The oval fill should use the darkest color of the design. 3. For full coverage, one color design using the ecotainer logo knockout/in white is acceptable 4. For full coverage, multiple color designs using the ecotainer logo knockout in a high contrast color is acceptable. Note: The credit line is not an acceptable location for the ecotainer logo. 4
Custom Prints / Artwork Approved ecotainer messages include: MAKING A DIFFERENCE ONE CUP AT A TIME Unlike other cups, this ecotainer cup is made from fully renewable resources Approved labels/logos for use include: BPI SFI Certified Sourcing For additional guidance for environmental messaging, please reference the FTC Green Guidelines for Environmental Marketing Claims: http://www.ftc.gov/bcp/grnrule/guides980427.htm Any exceptions must be reviewed by marketing prior to submission to the customer for approval. Requests for any exceptions to these guideline should be submitted in writing to the International Paper Sales Representative. Note: Please use SFI-01272 for International Paper stock designs and SFI-01277 for customer artwork with the SFI label. 5
Color Specifications ecotainer Logo: PMS -- 356 RGB -- R=0 / G=133 / B=62 WEB -- 00853e CMYK -- C=95 / M=0 / Y=100 / K=27 Inside the Leaf: PMS -- 376 RGB -- R=140 / G=198 / B=63 WEB -- 8cc63f CMYK -- C=50 / M=0 / Y=100 / K=0 6
Examples of ecotainer Stock Prints Cold Cup Hot Cups & Food Containers Front Back 7
Examples of ecotainer Custom Prints Note: See section for rules for using BPI Compostable logo 8
Customer Websites and Printed Material Active customers may use images of ecotainer products that are supplied by International Paper without prior approval, provided the product is identified by the ecotainer brand name and acknowledgement is made that it is manufactured by International Paper. International Paper should not be referred to as IP. All product claims and features must be in line with the claims made by International Paper in our marketing materials. Requests for any exceptions to this guideline should be submitted in writing to the International Paper Sales Representative with proposed changes. If ecotainer images are needed, please contact your International Paper Sales Representative or foodservicemarketing@ipaper.com 9
Use of International Paper Logo When using the International Paper logo by itself, it is important to surround the logo with a minimum amount of clear space (Area of Isolation) to ensure that it is legible and instantly recognizable. The diameter of the circle tree symbol defines the minimum area of isolation required around the logo. Do not print graphics, rules, typography or other elements in this area. International Paper logo must be of adequate size for legibility of all letters. This can vary by print technique and paper selection. The International Paper letterforms and tree symbol have been custom-drawn. Both the font and the graphic are unique. Do not redraw or re-create the International Paper logo. Use approved reproduction artwork only. The logo is always reproduced in black on white or light backgrounds, or in white on black or dark backgrounds. The circle tree symbol may never be used outside of the official logo. 10
Use of International Paper Logo Color The International Paper logo is always reproduced in black on white or light backgrounds or in white on black or dark backgrounds. Logo Box The diameter of the tree symbol defines the minimum area of isolation required around the logo 11
Biodegradable Products Institute (BPI ) Logo International Paper is approved to use the Biodegradable Products Institute (BPI ) logo on our ecotainer products in the United States. If you would like to include the BPI logo on your custom artwork, please discuss with your International Paper Sales Representative or a Clemson Graphics contact. As of October, 2013, each print using the BPI logo will have its own sub license number. Clemson graphics will work with IP Marketing to create the number through BPI to be included on the artwork. Additionally, as space allows, BPI would like all or part of the following verbiage to appear: Compostable in industrial facilities. Check locally, as these do not exist in many communities. Not suitable for backyard composting. If only part of the verbiage can be used, the last sentence is most important. The "Compostable Logo" is awarded to any products meeting ASTM D6400 or D6868, based on testing in approved independent laboratories. For more information, visit http://www.bpiworld.org/. 12
Sustainable Forestry Initiative (SFI ) The Sustainable Forestry Initiative is the largest independent North American forest certification standard and is an internationally recognized environmental program that works to broaden the practices of sustainable forestry. The SFI label is included on our ecotainer stock prints and can incorporated into custom stock prints. There is flexibility in placement and colors. The only requirement is that all elements of the label are included in the design. Guidelines for incorporating the SFI label into your design are available through Clemson Graphics. Example of SFI Label Use Note: Please use SFI-01272 for International Paper stock designs and SFI-01277 for customer artwork with the SFI label. 13