Pizza Hut - BRAND IDENTITY MANUAL.pdf

September 15, 2017 | Author: Cristobal Bohorquez | Category: Typefaces, Logos, Icon (Computing), Color, Vision
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Brand Standards Identity Manual

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Production Resources

Going Forward

1.0

Intro

The Brand Standards of Excellence. This manual has been designed for easy reference to the information needed to visually reproduce the Pizza Hut brand. These standards ensure a consistent global presentation of the Pizza Hut identity, which is critical to the success of our brand for these reasons: The Pizza Hut logo and brand symbols represent the essence of our brand, and instill loyalty in customers. Our logo brand symbols are protected by IP laws which guard against infringement and copying of the Pizza Hut concepts. Inconsistent usage of the Pizza Hut logo and other brand symbols could weaken and dilute the message to consumers about the brand. If you have any questions about the information presented in this manual, please call (WHO?) at (NUMBER).

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Production Resources

Table of Contents

1.1

Intro

Table of Contents SECTION 1: INTRODUCTION

SECTION 3: Secondary Elements

SECTION 5: Premiums & Wearables

1.0 1.1 1.2

3.0 3.1 3.2 3.3 3.4 3.5

5.0 5.1

Going Forward Table of Contents Manual Purpose

SECTION 2: BRAND STANDARDS

2.0 2.1a 2.1b 2.2 2.3a 2.3b 2.4 2.5 2.6 2.7 2.8 2.9

1

Intro

2

Our Logo Master Logo Reverse Logo Clear Space Colour Palette Supportive Colours Logo Colours Spot vs. Process Colour Colour Printing Background Control Logo Misuse Typeface Usage

Brand Standards

3

Secondary Elements

Topping Icons Fresh Topping Icons Arte Topping Icons Topping Colour Palette Topping Icon 1Colour Topping Icon Misuse

SECTION 4: Brand Protection

4.0 4.1 4.2 4.3 4.4

Trademark Standards Trademark Purpose Trademark Defined Legal Matters Let Us Know

4

Brand Protection

Linking Up To Good Times Logo Usage

SECTION 6: Company Documents

6.0 Communicating Outward 6.1 Overview 6.2 Pizza Hut 4 Colour 6.3 Pizza Hut 2 Colour 6.4 YUM Letterhead 6.5 YUM Business Card & Envelope SECTION 7: Production Resources

7.0 7.1 7.2 7.3

5

Premiums & Wearables

Production Files Colour Swatches Colour Swatches Colour Swatches

6

Company Documents

7

Production Resources

Manual Purpose

1.2

Intro

Page Titles and Numbers The page titles listed in the Table of Contents are repeated at the top of the bar. Page numbers contain the section number followed by a period and the page number of that section.

Section Number and Section Title are always listed in the die cut area at the bottom and are highlighted with ghosted art work that transitions the page.

1

Intro

2

Brand Standards

A Fresh New Look. Pizza Hut has a whole new look for the 21st century, with bold versions of classic symbols, along with a few new icons, too. The Master Logo is the key to our brand identity, and conveys Pizza Hut has fresh, delicious food in an upbeat and fun atmosphere. The Red Roof is the iconic flash of red that welcomes you to the home of hospitality. Topping Icons are colorful and playful graphic elements that express great taste and freshness. Together these brand symbols communicate renewed energy, excitement, quality and freshness. They are visual shorthand for the essence of the Pizza Hut experience—friends and family sharing good times over great pizza and pastas.

3

Secondary Elements

4

Brand Protection

Find What You Are Looking For and Download the Artwork. For a complete list of electronic files, see page 7.0 or go to www.p izzah u t logos .c om

5

Premiums & Wearables

6

Company Documents

7

Production Resources

2.0

Our Logo

Brand Standards Setting the Standard.

This section introduces the main components of the Pizza Hut Brand identity. These include our logo which highlights our red roof tradition, as well as vibrant colours that speak to the freshest ingredients in every meal we prepare. Also in this section a secondary set of colours that are contemporary and appealing to our customers, and work well with the primary colours found in our logo. We also provide some typeface standards which help with continuity of our brand as we communicate to both external and internal audiences. Collectively these standards will help you present and promote the Pizza Hut brand with clarity and consistency, sending a powerful message about our quality, freshness and leadership.

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Production Resources

2.1a

Master Logo

Brand Standards The Master Logo.

Roof Icon

The Pizza Hut logo is the key to our brand identity. It’s designed to convey a clear and simple message: Pizza Hut is a place where delicious, high quality fresh food is available in a fun, upbeat atmosphere.

Green Spot

The Pizza Hut Master Logo is a vertical arrangement of four basic elements: The Red Roof: the symbol of our restuarant heritage The Pizza Hut name The Yellow Underline Our 4-colour Master Logo has the greatest visual impact and should be used on a white background whenever possible.

Logotype

The Green Spot

Alternate versions of the logo have been developed for exclusive use on signage, premiums and wearables. Please see the Enhanced Dine In Manual for signage specs and the Premium and Wearables section (5.0) of this manual for the alternative formats.

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

Underline

5

Premiums & Wearables

6

Company Documents

7

Production Resources

2.1b

Reverse Logo

Brand Standards Reverse Logo Usage.

The Pizza Hut Logo will at times be placed in an environment where the background colour is not the preferred white. We have specific rules for how the logo rests on a patterned background (see 2.7 Background Control in this manual) and guidelines for solid coloured backgrounds as well. Background colours should be confined to our branding set of colours. We offer a primary colour set and a secondary or supportive set of colours (see 2.3a Colour Palette in this manual). There are dark and light palette colours to choose from. When in question, it is best to use Pizza Hut Black as a solid background colour as demonstrated to the right. If you decide to choose one of the darker secondary colours, you may do so with the reverse logo.

Reverse Logo_4 Colour

A complete list of logos and supportive brand elements are located in sections 2.0 Brand Standards and 3.0 Secondary Elements of this manual.

Reverse Logo_2 Colour

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

5

Premiums & Wearables

Reverse Logo_1 Colour

6

Company Documents

7

Production Resources

2.2

Clear Space

Brand Standards Clear Space.

The integrity of the Pizza Hut Master Logo relies on a clear and legible presentation. To provide the proper setting and to comply with trademark standards, the logo must be surrounded by space that is clear of graphic or typographic elements. This space is called “clear space.” The Pizza Hut logo clear space is defined as “X height” of the “i” that resides inside our logo.

“X Height”

Minimal Size The logo must be flexible in size to accomodate a variety of demands for use. To insure readability and maintain integrity, we have formulated a minimal size which is at least 3/4” in height.

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

3/4” (19mm)

5

Premiums & Wearables

6

Company Documents

7

Production Resources

2.3

Color Palette

Brand Standards Our Brand Colours.

Colour is an integral part of brand identity. Our primary colours are found in the Pizza Hut Master Logo and are displayed on the right. We have defined our Pizza Hut colours in various colour spaces located under each colour swatch. Also included is white, the preferred background colour for our logo to reside. The second choice is Pizza Hut Black.

Pizza Hut Primary Colours Pizza Hut Red

Pizza Hut Yellow

Pantone ® 485C/485U

Pantone ® 123C/109U

CMYK

CMYK

c0m95y100k0

c0m24y94k0

We have also developed a secondary supportive set of colours. They are located in 2.3b Suppotive Colours in this manual. Pizza Hut Green

Note! When using the reverse Pizza Hut logo, an additional colour is used, Pizza Hut Dark Red. That colour swatch is located at the back of this manual.

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

Pizza Hut Black

Pantone ® 347C/354U

Pantone ® Process Black

CMYK

CMYK

c100m0y86k3

5

Premiums & Wearables

6

Company Documents

c0m0y0k100

7

Production Resources

2.4

Logo Colors

Brand Standards Our Logo Colours.

Colours for the Pizza Hut Master Logo have been carefully selected to create a unique visual identity that communicates quality and freshness. The 4 colour version of the logo should be used whenever possible. There may be times when it is not possible to use 4 colours. We have created a limited number of acceptable colour versions. The version you choose should be determined by particular application and background, as well as by the printing or manufacturing technique employed.

PIZZA_MLA_2C 2 Colour Spot Pizza Hut Red Pizza Hut Black

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

PIZZA_MLA_4C 4 Colour Spot Pizza Hut Red Pizza Hut Green Pizza Hut Yellow Pizza Hut Black

PIZZA_MLA_3C 3 Colour Spot Pizza Hut Red Pizza Hut Yellow Pizza Hut Black

PIZZA_MLA_KT 1 Colour Spot with Tint Pizza Hut Black

PIZZA_MLA_1C 1 Colour Spot Pizza Hut Black

5

Premiums & Wearables

6

Company Documents

7

Production Resources

2.5

Spot vs. Process

Brand Standards Spot Colour vs. 4 Colour Process.

The difference is in the ink. Print pieces like magazines and colour newspapers use only 4 specific coloured inks to produce their publications. This is known as “4 Colour Process.” Theoretically the blend of these inks can give you the colour needed to produce an image. This 4 Colour Process is also known as “CMYK,” which stands for Cyan, Magenta, Yellow and Key. “Key” is a descriptor for “Black.” Key is used to bring out depth and detail.

Pizza Hut 4 Colour Spot Logo

But there are limits to a palette of just 4 colours. There are simply some colours that can not be reproduced. That’s when specifically mixed inks are used in printing. These special mixed inks are referred to as “Spot Colours.” To differentiate the brand, most companies define their colours in spot colours. Pizza Hut has chosen its signature red as Pantone® Matching System 485 or PMS 485. We call this Pizza Hut Red.

Pizza Hut 4 Colour Process Logo

1

Intro

All of the Pizza Hut logos and art have been constructed with specific spot colours. Use them whenever possible. When confined to 4 Colour, refer to the CMYK breakdowns in section 2.3 of this manual.

2

Brand Standards

3

Secondary Elements

4

Brand Protection

Process Cyan

Process Magenta

Process Yellow

Process Black

4 Colour Process

Pizza Hut Red

Spot

5

4 Colour Process

Premiums & Wearables

Pizza Hut Green

Spot

4 Colour Process

6

Company Documents

Pizza Hut Yellow

Spot

4 Colour Process

7

Production Resources

2.6

Colour Printing

Brand Standards A Crash Course on Colour.

Our goal at Pizza Hut is to achieve consistent colour reproduction of our colours in every application worldwide. This quick overview of printing will help ensure consistent colour in everything you print.

Pizza Hut Red

Colour Reacts Differently on Different Paper Stocks.

Pizza Hut Green

The shade of the paper stock may be warm or cool, which could significantly alter the final appearance of the approved Pizza Hut ink colour you are using. Always take care to precisely match the Pizza Hut colour chips in the back of this manual. You may need to adjust the color to exactly match the color chip.

Pizza Hut Black

ut Pizza Hw o Yell

Colour Reacts Differently in Different Printing and/or Reproduction Processes. Reproduction methods such as offset sheet-fed printing, flexo, and gravure can affect the final appearances of the designated Pizza Hut colour inks. No matter which process you are using, it is critical that the colour is adjusted to match the Pizza Hut colour chips in section 7.1 this manual.

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

Important Note! The colour chip pages are extremely vulnerable to fading from ultraviolet rays – avoid excessive exposure to light and always keep them out of direct sunlight. The shelf life for these colour chip pages is one year and they are dated for your convenience. New pages should be reordered on a yearly basis to avoid an inaccurate colour match.

5

Premiums & Wearables

6

Company Documents

7

Production Resources

2.7

Background Control

Brand Standards Standing Out.

No matter which of our logos is best applicable, our logo must always stand out. Always make sure that the background provides sufficient contrast for the logo to be clearly legible. Whenever possible, the logo should appear against a white background, which provides the best contrast. The second best alternative is to use the reverse logo on a solid black background. The logo should never appear on a background that interferes with its visibility. A clean, single coloured background without patterns or busy imagery is always preferred.

The Master 4 Colour Logo should never appear on a busy background.

The Master 4 Colour Logo can appear when the background provides contrast.

1 and 2 Colour Logos should never appear on a busy background.

Do not use the logo when the background does not provide sufficient contrast.

1 and 2 Colour Logos should never appear on a patterned background.

Do not use the logo on a dark background that does not provide sufficient contrast.

Note! Apply this methodology when using secondary branding elements such as typeface usage and the topping icons section 3.1 of this manual.

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Production Resources

2.8

Logo Misuse

Brand Standards What Not to Do With Our Logo.

The guidelines in this manual have been developed to help with the correct and consistent use of all the elements of the Pizza Hut identity. Proper usage safeguards our brand and gives it greater impact in the global marketplace. This page illustrates many common errors to watch for and avoid, such as altering the logo’s typography, modifying the graphic design, changing the brand colours, and placing the logo on backgrounds that interfere with its visibility.

Do not use any colour other than the Pizza Hut Logo colours

Do not alter propor tions

Do not remove ar t from the logo

Do not alter the typeface

Do place on a busy background

Do not redraw any logo elements

Do not use with 3rd par ty elements Do not reposition logo elements

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Production Resources

2.9

Typeface Usage

Brand Standards Typefaces to Complement Our Branding Elements.

It’s all about giving us an ownable brand presence as we communicate both outwardly and to ourselves. Part of that brand presence is the font chosen to display our written words. Our primary typeface is Gill Sans, a sans serif typeface that is modern and easy to read. Gill Sans is available in a variety of weights and styles and should be the dominant face in all print and electronic communications. Our secondary typeface is Palatino, a serif font with a very classical look. It sits well side by side with Gill Sans. Palatino also comes in a variety of weights and styles.

Primar y Typeface

Gill Sans

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ [email protected]#$%^& Gill Sans Light GIll Sans Light Italic Gill Sans Regular Gill Sans Regular Italic Gill Sans Bold GIll Sans Bold Italic

Secondar y Typeface

Palatino

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ [email protected]#$%^& Palatino Palatino Italic Palatino Bold Palatino Bold Italic

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Production Resources

3.0

Topping Icons

Secondary Elements

Enhancing Our Brand Message. The Pizza Hut topping icons are supporting elements that speak to our fresh ingredients. They are simple illustrations which send a consistent and appetizing message of quality and freshness. In this section you will find two sets of topping icons, along with their own colour palettes. The simple guidelines here are to help facilitate your usage of these secondary branding elements.

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Production Resources

3.1

Fresh Topping Icons

Secondary Elements

The Fresh Topping Icon Set. The topping icons provide colourful graphic elements to complement the Pizza Hut logo. Designers can use the fresh set of topping icons creatively while maintaining a consistent Pizza Hut look. The fresh topping icons are recommended to be used as shown here. In certain instances it is permissable to use these icons screened back or as tone-on-tone elements in your artwork for print, in-store, POS or electronic applications.

Pizza Hut Fresh Tomato

Pizza Hut Fresh Herb

Pizza Hut Fresh Green Pepper

Pizza Hut Fresh Garlic

Pizza Hut Fresh Onion

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

Pizza Hut Fresh Mushroom

Pizza Hut Fresh Cheese

5

Premiums & Wearables

6

Company Documents

7

Production Resources

3.2

Arte Topping Icons

Secondary Elements

A New Set of Topping Icons. The Pizza Hut topping icons have become part of our visual brand recognition. The Fresh Topping Icon set was originally developed in 1998 and is still in use today. We have also developed another set, the Arte Topping Icons. This style is closer to the new artwork that will appear in the international restaurants and has been made available to give users a choice. The colour palette is shared with the original topping icons (3.1) which were designed to work with our logo colours.

Pizza Hut Fresh Tomato

Pizza Hut Fresh Green Pepper

This artwork is available electronically in the CD-Rom in the back of this manual. Pizza Hut Fresh Herb

Pizza Hut Fresh Garlic

Pizza Hut Fresh Onion

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

Pizza Hut Fresh Mushroom

Pizza Hut Fresh Cheese

5

Premiums & Wearables

6

Company Documents

7

Production Resources

3.3

Topping Colour Palette

Secondary Elements Pizza Hut Topping Colour Palette

Fresh Topping Colour Palette. This palette was designed to complement the Pizza Hut logo colours and convey a sense of freshness. The Topping Icon Colour Palette includes both the Fresh Topping Icons and Arte Colour Icons adding shades of green and orange as well as beige and warm gray. Because of the intensity of colour used, the colour palette will stand out.

Toppings Red

Toppings Dk Red

Pantone ® 485C/485U

704C/187U

CMYK

c0m92y72k29

Remember, good colour reproduction is very important to keep our communications sharp and fresh.

c0m95y100k0

Toppings Lt Green

Toppings Orange

1

2

Brand Standards

3

Secondary Elements

347C/354U c100m0y86k3

Toppings Yellow

Toppings Dk Green

342C/335U c100m0y71k43

Toppings Dk Beige

Pantone ® 583C/397U

1375C/137U

123C/109U

1355C/135U

CMYK

c0m40y90k0

c0m24y94k0

c0m20y56k0

c23m0y100k17

Toppings Lt Beige

Intro

Toppings Green

Toppings Dk Gray

Toppings Lt Gray

Pantone ® 1215C/1205U

408C/Warm Gray 5U Warm Gray 3C/3U

CMYK

c0m10y11k34

4

c0m9y45k0

Brand Protection

5

Premiums & Wearables

c0m4y8k17

6

Company Documents

7

Production Resources

3.4

Topping Icon 1 Colour

Secondary Elements

I Colour Fresh Topping Icon Set. These topping icons are provided for the times in which limited inks are available in the printing process. We have offered a black tone version as seen on the upper right of this page, as well as a one colour version in Pizza Hut Red. These can be used as they appear, screened back, or as tone-on-tone elements. In some cases your designer may want to use the approved Pizza Hut Colour palette to tone the art., which as seen below is permissible to ghost.

Pizza Hut Fresh Tomato

Pizza Hut Fresh Green Pepper

Pizza Hut Fresh Garlic

Pizza Hut Fresh Tomato

Pizza Hut Fresh Mushroom

Pizza Hut Fresh Green Pepper

Pizza Hut Fresh Garlic

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

Pizza Hut Fresh Herb

Pizza Hut Fresh Herb

Pizza Hut Fresh Mushroom

5

Premiums & Wearables

6

Company Documents

Pizza Hut Fresh Onion

Pizza Hut Fresh Cheese

Pizza Hut Fresh Onion

Pizza Hut Fresh Cheese

7

Production Resources

3.5

Icon Misuse

Secondary Elements

Topping Icon Misuse. It is important to keep the colour integrity and size relationships when you are using the Fresh or the Arte Pizza Hut Topping icons. Remember: these icons were developed to work with the main Pizza Hut branding scheme and changing their appearance diminishes our overall brand character.

1.

The Topping Icons Should Not Be Altered In Any Way

2.

1. The icons should not be altered in any way.

The Topping Icons Should Never Compete With the Pizza Hut Logo

2. The icons should complement and not compete with the star of our brand identity: the Pizza Hut logo. 3. To keep the icons clearly visible, don’t display them on a coloured or patterned background.

3.

Make Sure the Icons Are Clearly Visible.Do Not Display Them On a Patterned Background

4. Do Not Create a Cornucopia Effect

4. Don’t create a cornucopia effect with the icons; less is more.

5.

5. When using several icons together make sure they are proportional in size.

Keep The Size Propor tional When Using Several Icons Together

6. Do not create any icons of your own. 7. Do not mix icon sets.

1

Intro

6.

2

Brand Standards

3

Secondary Elements

4

Brand Protection

7.

5

Premiums & Wearables

6

Company Documents

7

Production Resources

® © ™ 4.0

Brand Protection

Trademark Standards

Trademark Standards.

At the core of our brand identity, the Pizza Hut name and logo are two of our most valuable assets. Just as there are graphic standards to ensure the effective application of our visual identity, there are also special techniques and rules to safeguard our name, our logo and all Pizza Hut trademarks from being weakened or infringed upon. Over the next few pages, you’ll learn how to protect our trademarks. And remember, when in doubt about any matter pertaining to trademark use, always consult YRI International Legal in Dallas.

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Production Resources

4.1

Brand Protection

Trademark Purpose

A Mark of Excellence.

On Your Marks.

When people hear the name Pizza Hut and see our logo they instantly think of great tasting food, courteous service, convenience and fun. That’s the power of a world-class brand. It’s more than just a name, more than a graphic design – it’s a meaningful symbol in the minds of consumers. And that’s the result of years of work and investment in building our brand. Our name and our logo are our number one trademarks; they are among our most precious assets. As such, they need to be protected to preserve their value.

In legal terms, a brand is a trademark. A trademark can be a:

The strength and selling powers of our trademarks depend on their correct and consistent use. Negligent use can weaken our trademarks and make it difficult to enforce them against competitors. If neglected, trademarks may even enter the public domain as everyday words or symbols which can be used by anyone. This can have a disastrous business impact. The following pages outline correct trademark usage. The guidelines will help you properly use Pizza Hut trademarks in any medium, including television, radio, print, signage, menus and point-of-purchase materials. Since the manual cannot anticipate every contect in which our trademarks may be used, it is still essential to obtain prior clearance from our legal department for trademark uses.

1

Intro

2

Brand Standards

3

Secondary Elements



Word



Collection of words



Phrase



Name



Slogan



Symbol



Design



Picture



Configuration



Any combination of these which is used to identify the products or services of a particular company

Trademarks help consumers to distinguish one company’s products and services from similar offerings produced by other companies. A trademark is a symbol of the source of a product or service, rather than of the type of product or service. It also stands as a symbol of the quality which purchasers expect in the products or services offered by the owner of the trademark.

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Production Resources

4.2

Brand Protection

Trademark Defined

Servicemark vs.Trademark.

Our Logo Is Registered.

A service mark is a type of tramemark that identifies services rather than products. Pizza Hut is both a trademark, identifying pizza and other products, as well as a servicemark, identifying restaurant services. For practical purposes, the same rules apply to both service marks and trademarks. This manual will use the term “trademark” in its broader sense to cover goods and services.

Our logo design has been registered in every country and you should use the ® symbol together with notice of ownership as shown below.

Trademarks Take Notice. Trademarks are words and symbols with special status. Once they are registered, they require special treatment wherever and whenever they appear. We have registered the new Pizza Hut logo and are currently registering our new set of topping icons in every country around the world.



The Pizza Hut logo is a trademark of Pizza Hut International, LLC



® designates trademarks of Pizza Hut International, LLC



Reg. T.M./Enrg. Pizza Hut International, LLC (used in Canada)



or



Marca Registrada’ Marc. Reg.; or M.R. (used in Mexico)

The use of the registration symbol ® or any other notice of ownership (e.g. TM) in connection with a trademark that is not registered in the country of interest may carry a legal risk, including monetary penalties for improper use. ®

The pizza Hut logo is a trademark of Pizza Hut International, LLC

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Production Resources

4.3

Brand Protection

Legal Matters

Trademark Management.

Get The Proper Clearance.

Since there are important legal issues involved in trademark management, our worldwide trademark program must be administered from a central point, namely our YRI Legal Department. Only the Legal Department may:

To help protect our trademarks, it’s always essential to get proper legal clearance for all internal and external materials, including: New advertising Signs

Clear and approve new trademarks

Packages

Prepare licenses for use of our marks by other parties

Labels

Acquire trademark rights through agreements

Catalogs

File and prosecute applications for trademark registration

Brochures and news releases

Challenge other parties’ trademarks

Novelties

File, prosecute, and defend trademark infringement actions

Magazine articles

Promotional materials

Speeches Broad distribution memos

If you have a request related to any of the above actions, please forward it as soon as possible to the YRI Legal Department.

Other media through which our trademarks will recieve significant public attention There are two basic reasons for getting the Legal Department’s approval. First, it helps us avoid errors which might harm our trademarks. Second, it helps us avoid potential legal conflicts with other users of the same or similar marks.

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Production Resources

4.4

Brand Protection

Let Us Know

Looking Out for Our Logos.

Looking Out for Our Logos.

Here are some general guidelines for using the Pizza Hut logo design, The Best Pizza Under One Roof, and our core product marks e.g. Pan, Stuffed Crust, Edge, Sicilian, Italian: The presentation of the logo must be consistent and undistorted, and the logo must be clearly reproduced.

The use of any Pizza Hut trademark by a company or individual other than Pizza Hut or its franchisees pursuant to the terms of their franchise agreements could constitute infringement of our exclusive rights. Infringement may involve the use of an identical mark or a mark which, although not identical, is confusingly similar in sound, appearance or meaning to a Pizza Hut trademark.

The design mark must be at least 19mm (3/4”) in size.

If It’s Deceptively SImilar... For example, use of terms such as PERSONAL PAN PIZZA, BAKIN’ IT GREAT, and JIM’S PIZZA HUT should be reported to the YRI Legal Department. Any restaurant that uses similar signage, symbols, or designs should also be reported. Please do not contact the other party directly; instead fill out a Trademark Infringement Report Form. These forms are available to assist in gathering information which will allow the YRI Legal Department to evaluate and pursue trademark infringements.

The appropriate registration symbol must always be used. The components of the design mark may not be altered or used in a configuration other than as registered or approved for registration. The approved colors of the Pizza Hut logo, including Pizza Hut Red, can be found in section 2.3 of this manual. Words or designs may not be used directly around or under the Pizza Hut logo, as this would make the design and words appear to be a new design mark.

International Registrations. Pizza Hut trademarks which are registered in the United States may or may not be registered in all other countries. Similarly, certain Pizza Hut trademarks are not registered in the United States but are registered in other countries. To find out the status of a particular mark and the appropriate trademark notice, please check with the YRI Legal Department

Note! Examples of incorrect logo usage can be found in section 2.8 of this manual

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Production Resources

5.0

Premiums & Wearables

Linking Up To Good Times

Getting Out and About. Premium and wearables offer us a chance to link the Pizza Hut logo to enjoyable experiences which help create and enhance the friendly image of our brand. Whether applied to t-shirts, polo shirts, baseball caps, watches, or anything else, the logo must always represent the spirit of the brand with fun, style, and class. Given the wide range of materials involved, it is important to ensure the accurate reproduction of the Pizza Hut logo and colors on premium wearables. Some easy-to-follow guidelines are presented in this section. Be sure to use only approved suppliers and artwork in producing these items for your needs.

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Production Resources

5.1

Premiums & Wearables

Logo Usage

Putting Our Logo on Premiums and Wearables.

PIZZA_MLA_4C 4 Colour Spot Pizza Hut Red Pizza Hut Green Pizza Hut Yellow Pizza Hut Black

PIZZA_MLA_3C 3 Colour Spot Pizza Hut Red Pizza Hut Yellow Pizza Hut Black

PIZZA_MLA_2C 2 Colour Spot Pizza Hut Red Pizza Hut Black

Every type of Pizza Hut premium and wearable item represents a unique reproduction challenge. When creating any form of Pizza Hut premium it’s important to carefully follow the guidelines in this book regarding proper usage of the Pizza Hut logo and colors.

PIZZA_MLA_1C 1 Colour Spot Pizza Hut Black

While the 4 colour master logo on a white background is the prefered usage, we recognize the need for flexibility when it comes to premiums and wearables. Sometimes it is preferred to use the logo reversed out of the black background as shown to the left.

Note!

Reverse Logo_5 Colour

Pizza Hut Red

Reverse Logo_2 Colour

Pizza Hut Maroon

Pantone 485C/485U

704C/187U

CMYK

c0m92y72k29

c0m95y100k0

1

Intro

2

Brand Standards

Reverse Logo_1 Colour

Pizza Hut Green

347C/354U c100m0y86k3

3

Secondary Elements

When producing wearables, embroidery directly onto fabric is always preferred over silkscreen or embroidered patches.

The type of premium/wearable you are producing will dictate the color treatment chosen for the Pizza Hut logo. Carefully select the color treatment that provides the best contrast for our logo and refer to the Background Control Section (2.7) in this manual for additional guidelines.

Pizza Hut Yellow

123C/109U c100m24y94k0

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Production Resources

6.0

Company Documents

Communicating Outward

Communicating With Others. As with any global franchise network, Pizza Hut communicates with a variety of internal and external audiences, whether it’s with customers, transmitting messages to staff, or communicating with suppliers. In order for us to project a cohesive image, it’s essential for these documents to share a unified look that’s consistent with our brand identity. The guidelines in this section will help you achieve this goal.

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Production Resources

6.1

Company Documents

Overview

The Companies We Serve. Our corporate stationery plays a prominent role in communicating our identity globally and often serves as the first exposure to our logo and overall corporate image.

It’s critical that our stationery is produced consistently and accurately by following the guidelines for colour as well as logo and font positioning.

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Production Resources

6.2

Company Documents

Pizza Hut 4 Colour

Pizza Hut Logo. This copy will be specific to the final layout and measurements between elements.

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Production Resources

6.3

Company Documents

Pizza Hut 2 Colour

Pizza Hut Logo- 2 Colour. This copy will be specific to the final layout and measurements between elements.

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Colour Swatches

6.4

Company Documents

YUM Letterhead

Yum This copy will be used to define the YUM stationery when we get it.

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Production Resources

6.5

Company Documents

YUM Business Card & Envelope

Yum This page will be used if there are two sets of YUM stationery as was the case with Tricon... one set with brands at top and one with brands at the bottom.

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Production Resources

7.0

Production Resources

Production Files

Accessing the Art You Need Copy to come. This copy will be about where to access the Pizza Hut branding resource files as well as contact info for questions.

1

Intro

2

Brand Standards

3

Secondary Elements

4

Brand Protection

5

Premiums & Wearables

6

Company Documents

7

Production Resources

7.1

Colour Swatches

Pizza Hut Red (coated)

Pantone 485C Process c0 m 95 y100 k 0

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut C

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Pizza Hut Red

Colour Swatches

7.2

Pizza Hut Green (coated)

Pizza Hut Yellow (coated)

Pantone 347C Process c100 m 0 y 86 k3

Pantone 123C Pro c e s s c 0 m 2 4 y9 4 k0

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

Pizza Hut Yellow

7.3

Pizza Hut Dark Red (coated)

Colour Swatches

Pizza Hut Black (coated)

Pantone 704C Process c100 m 0 y 86 k3

Proce s s c0 m 0 y 0 k1 0 0

Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red Pizza Hut Dk Red

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Green

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Black

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

Pizza Hut Green

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