positioning statement: authentic flavors of the …...positioning statement: authentic flavors of...

© 2013 Gordon Food Service®. All rights reserved. 052013/Brands

Trade EastMarketing Standards

Brand Overview

Positioning Statement: Authentic flavors of the world.®

One Sentence Description: A full line of spices, seasonings, rubs, and blends that deliver authentic flavors of the world.

Brand Attributes: • Finest raw spices that confirm to strict specifications ensuring

consistent performance.

• Full, natural flavor & aroma. A cryogenic milling process that retains

the natural volatile oil content deliving flavor & aroma, especially

when cooked. No artificial additives.

• Enhanced shelf life. A light-shielding container and a tri-laminate

inner seal helps preserve flavor.


Brand NameRepresented In Text

The registration symbol must appear with the first mention of the brand name in text. In a multipage piece, use of the brand name in text on the cover does not satisfy the requirement. The registration symbol must be included on the first text mention on an inside page.

All subsequent text instances in the same document must appear without the registration symbol.

Note: The registration symbol in the Trade East logo does not satisfy the requirement to use the symbol in the first text instance.

Examples of acceptable and unacceptable name representations are shown to the left.

Acceptable name representation:

First mention of brand name in text:

Trade East®

Second and subsequent use:

Trade East

Unacceptable name representation:

GFS. Trade East

TradeEast

Tradeeast

Trade east


Key Elements and Basic Physical Characteristics

Illustrated to the left are the key elements that make up the Trade East logo.

The Old World Map Artwork encompasses the concept of authentic international flavors with an old world feel.

The name "Trade East" is in all caps on a parchment background. The first letter of each word is approximately one-third larger in size, based off of the bottom of the letter. The font is set in black with a gold drop shadow.

The words "Spices & Seasonings" are also in all caps on a blue background with a gold edge. The first letter of each word is approximately one-third larger in size, midline adjusted. The font is set in 15% yellow.

The background surrounds the above key elements and is made up of PMS 2756 (blue) with a brown and gold edge.

The Trade East logo should never be recreated. Electronic art files of the Premium Angus Beef logo are available in the following formats: .eps, .jpeg, or .wmf.

Tagline

When space permits, the tagline “Authentic Flavors of the World.®” should accompany the logo to further drive the brand message. This is an overarching message and applies to print and electronic applications or instances where there is more than one use of the logo.

Specifying Color

The Trade East logo is made up of CMYK and five spot colors. The PMS colors shown to the left represent the process match in CMYK for each color.

No substitutions are permitted.

Brand Logo:

"Trade East"

"Spices & Seasonings"

Old World Map Artwork

LineBlack

PMS2756

PMS7402 C MYK

PMS873

PMS229


Logo Registration Symbol

The Trade East logo is a registered trademark. The registration symbol must always be used with the logo and in the location shown.

The color of the registration symbol is always black and located at the top right corner of the letter "T" in the logo.

The width of the registration symbol must touch all three sides of the inside of an 'A' in the word Trade East.

The registration symbol must be spaced the width of the 'R' away from the gold 'T' in 'East' on the brand logo. It must also be centered based on the width of the horizontal black stroke on the same 'T' in 'East' in the logo.

Logo Safety Net

The safety net is defined as an offset white halo used to isolate the logo from “general” elements that would compete or detract from the best representation of the logo.

The Trade East logo does not require a safety net and can be placed on a variety of backgrounds.

Logo Clearance Area

The logo clearance area is the area around the Trade East logo that must remain free of type and “specific” graphic elements.

No type or “specific” graphic element is allowed to come within a specific distance of the Trade East logo. This distance will vary proportionally based on the size of the logo.

© 2012 Gordon Food Service. All rights reserved. 022012/42620


Unacceptable Logo Options

For consistent communication and portrayal of the brand message, modification of the logo should be avoided. Use of any logo versions shown here, or components thereof, is prohibited. These examples represent potential logo abuses.

See Page 3 for the acceptable logo.

Reversing the colors.Misapplication of logo colors.

Allowing graphic elements to cover or obstruct the logo. Placing a shape around the logo.

Unacceptable color modifications:

Unacceptable logo applications:

Unacceptable element modifications:

Moving, resizing, or deleting the registration symbol.

Modifying elements or type of the logo.

Stretching or condensing the logo.


Acceptable Logo Backgrounds

The Trade East logo is generally placed directly on the brochure background. The framed edges of the logo allow it to stand out on a variety of backgrounds.

Approved Fonts

The fonts shown to the left are the only fonts to be used for Trade East marketing materials.

Used for 'Trade East' text in logo and headers.

Adobe Garamond SemiBoldUsed for headers and main descriptions.

Adobe Garamond Expert RegularUsed for ‘Spices & Seasonings’ text in logo and body copy.

Add Fonts:Garamond Semibold - POSGaramond Semibold Italic - POSAvenir 85 Heavy - POSITC Bookman Light Italic - Tagline/POSITC Bookman Regular - Tagline/POSITC Bookman Medium - Tagline/POS


Front and Back Pages

Inside Spread

Brochures

All brochures must be approved by the Brand team prior to printing or distributing.

An example of the standard Trade East brochure is shown to the left. All brochures must be printed on 100 lb. Flo Dull text-weight stock containing a minimum of 10 percent post-consumer waste fiber. MICROSITE CALLOUT

• The URL "tradeeastspices.com" must be mentioned on all brochures.

• See Page 16 for acceptable callout information.

FOOTER Distributed exclusively by Gordon Food Service® ©Gordon Food Service (800) 968-6474 gfs.com


Advertisements

All advertisements must be approved by the Brand Team prior to printing or distributing.

LOGO

• The logo can be placed at the top or the bottom of the ad, left-aligned at the top or bottom of the ad, or right-aligned at the top or bottom of the ad.

HEADER

• The header must appear either over the image at the top of the ad or in the body copy area at the bottom of the ad.

• Font style, color, and size will vary depending on product type and message, but Adobe Garamond Expert Regular is typically used.

COPY BOX

• The copy box can be placed on the left or right column of the ad, or centered across the top or bottom of the ad.

• If left- or right-aligned, the copy box will run approximately 3/4" width of the ad.

• If centered, the copy box will run the entire width of the ad.

• The color of the background will complement the overall page design or photo color scheme and align with the standard colors of the Trade East brand.

BODY COPY

• Font style, color, and size will vary depending on product type and message, but Adobe Garamond Expert Regular is typically used.

IMAGERY AND GRAPHICS

• One main photo is used in the top two- thirds of the ad, and smaller supporting images may be inset as needed.

MICROSITE CALLOUT

• The URL "tradeeastspices.com" must be mentioned on all advertisements

• See Page 16 for acceptable callout information.

Trade East® Spice Rubs are among the growing trend of innovative products that add flavor, texture, and aroma to your center-of-the-plate items. Rub on raw food before it’s cooked, infusing the flavor of the rub into the meat or seafood, or sprinkle on vegetables. Add distinction and customer appeal to your protein with Trade East Rubs.

Coated with a bite of f lavor

Our five Trade East® No-Salt options, listed above are great choices for healthcare foodservice operators who want to provide appetizing menu items without the added sodium. Their versatility allows you to blend them into every part of your menu, from breads and soups to pastas and proteins. Raise the bar for flavorful food when you reach for Trade East, a full line of MSG-free spices and seasonings.

delicious flavor without adding sodium

Add

All-Purpose Herb Garden Garlic Herb Vegetable Zesty Country



Rebates

All rebates must be approved by the Brand Team prior to printing or distributing.

HEADER

• Font style, color, and size will vary depending on product type and message, but Adobe Garamond SemiBold is typically used.

OFFER VALID DATES

• Adobe Garamond Expert Regular, 10 pt., 0.0625” paragraph space after.

PRODUCT ELIGIBILITY STATEMENT


MAXIMUM REFUND

• Adobe Garamond Expert Regular, 11 pt.

PRODUCT INFORMATION

• The subhead, product category, and table information are 10 pt. Adobe Garamond Expert Regular.

• In order LEFT to RIGHT: Reorder No., Product Description, Case Pack, # of Cases Purchased, Refund Amount, Total.

PROOF OF PURCHASE ADDRESS

• The first line is 10 pt. Adobe Garamond SemiBold, and the second line is 10 pt. Adobe Garamond Expert Regular, 0.1875” paragraph space after.

REBATE FORM

• The first line is 10 pt. Adobe Garamond SemiBold, and the second line is 10 pt. Adobe Garamond Expert Regular, 0.1875” paragraph space after.

REFUND OPTIONS

• Adobe Garamond Expert Regular, 11 pt., 0.125" paragraph space after.

LEGAL STATEMENT


• Postmarked date must be 30 days after promotion ends.

• Fulfilled date must be the month after postmarked date.

Legal StatementThis offer is limited to licensed foodservice operators. Offer good only in the USA and is void where taxed, restricted, or prohibited by law. Copies of Gordon Food Service invoices must accompany coupon form and be postmarked by Month 00, 2013. Any other use constitutes fraud. Limit one per location. All refunds will be fulfilled in Month 2013. Offer does not apply to bid or contract accounts that have special pricing for these items listed. Any refund amount less than $10 will automatically be processed as a credit to your account.

Offer valid on purchases made from November 14, 2010–January 2, 2011.

Offer valid on new business only (products not purchased in the previous six weeks). Customers with contract or special pricing on items listed are not eligible.

Maximum Refund: $75.00 # of Cases RefundReorder No. Description Case Pack Purchased Amount Total

428574 Italian Seasoning 6 oz. x $1.50 $

749380 Salmon Rub 1/14 oz. x $1.50 $

229580 Six Pepper Blend 1/22 oz. x $1.50 $

Total Refund:Mail this form with proof of purchase to:Trade East Spices, Mail Code 13004-4504, P.O. Box 1787, Grand Rapids, MI 49501-1787

Please complete the following:

Your Name _____________________________________________________________________________________________

Business Name _________________________________________________________________________________________

Address ________________________________________________________________________________________________

City ____________________________________________________________________ State _________ ZIP _______________

Telephone Number ________________________________ E-mail Address _________________________________________

Gordon Food Service® Customer No. ____________________ CDS Name _________________________________________

Please check one of the following refund options: _______ Credit my account _______ Send a refund check

This offer is limited to licensed foodservice operators. Offer good only in the USA and is void where taxed, restricted, or prohibited by law. Copies of Gordon Food Service invoices must accompany coupon form and be postmarked by February 2, 2011. Any other use constitutes fraud. Limit one per location. All refunds will be fulfilled by March 2011. Offer does not apply to bid or contract accounts that have special pricing for these items listed. Any refund amount less than $10 will automatically be processed as a credit to your account.

©2010 Gordon Food Service

Whether you need a spice for breadsticks, appetizers, or your main entrées, Trade East®

has just the right blend. Spices from Trade East will deliver the excellent fl avor your

customers want.

Season your holiday meals with flavor Spices & Seasonings

Italian Seasoning: Use this seasoning in your Mediterranean and Italian dishes for a harmonious blend of whole Italian herbs like oregano, thyme, basil, rosemary, and sage.

Salmon Rub: Reach for this rub for a unique blend of sweet heat—sugar and red and black pepper combined with dill, mustard, and other spices and herbs for a fl avorful rub that takes fi sh to the next level.

Six Pepper Blend: Try this zesty mix of black and white pepper, red and green bell peppers, and chili peppers for a versatile mix that adds a little kick to everything from chicken and burgers to rice and vegetables.

Offer valid on purchases made from November 14, 2010–January 2, 2011.

Offer valid on new business only (products not purchased in the previous six weeks). Customers with contract or special pricing on items listed are not eligible.

Maximum Refund: $75.00 # of Cases RefundReorder No. Description Case Pack Purchased Amount Total

428574 Italian Seasoning 6 oz. x $1.50 $

749380 Salmon Rub 1/14 oz. x $1.50 $

229580 Six Pepper Blend 1/22 oz. x $1.50 $

Total Refund:Mail this form with proof of purchase to:Trade East Spices, Mail Code 13004-4504, P.O. Box 1787, Grand Rapids, MI 49501-1787

Please complete the following:

Your Name _____________________________________________________________________________________________

Business Name _________________________________________________________________________________________

Address ________________________________________________________________________________________________

City ____________________________________________________________________ State _________ ZIP _______________

Telephone Number ________________________________ E-mail Address _________________________________________

Gordon Food Service® Customer No. ____________________ CDS Name _________________________________________

Please check one of the following refund options: _______ Credit my account _______ Send a refund check

This offer is limited to licensed foodservice operators. Offer good only in the USA and is void where taxed, restricted, or prohibited by law. Copies of Gordon Food Service invoices must accompany coupon form and be postmarked by February 2, 2011. Any other use constitutes fraud. Limit one per location. All refunds will be fulfilled by March 2011. Offer does not apply to bid or contract accounts that have special pricing for these items listed. Any refund amount less than $10 will automatically be processed as a credit to your account.

©2010 Gordon Food Service

Whether you need a spice for breadsticks, appetizers, or your main entrées, Trade East®

has just the right blend. Spices from Trade East will deliver the excellent fl avor your

customers want.

Season your holiday meals with flavor Spices & Seasonings

Italian Seasoning: Use this seasoning in your Mediterranean and Italian dishes for a harmonious blend of whole Italian herbs like oregano, thyme, basil, rosemary, and sage.

Salmon Rub: Reach for this rub for a unique blend of sweet heat—sugar and red and black pepper combined with dill, mustard, and other spices and herbs for a fl avorful rub that takes fi sh to the next level.

Six Pepper Blend: Try this zesty mix of black and white pepper, red and green bell peppers, and chili peppers for a versatile mix that adds a little kick to everything from chicken and burgers to rice and vegetables.



Food Shows

All food show collateral must be approved by the Brand Team prior to printing or distributing.

PRODUCT LISTING

Product listings must follow the example to the left. The Trade East logo is always placed in the center top. The table lists Reorder No., Product Description, and Pack/Size in order from LEFT to RIGHT. The "Distributed Exclusively By" statement is always located at the center bottom of the page.

A product listing can be used as a reference for a specific group of items or the full list of offerings in the Trade East brand.

RECIPE CARDS

Recipe cards must follow the example to the left. The Trade East logo is always placed in the top left corner. The recipe title text is 22 pt. Times New Roman Bold Italic. The Header text is 12 pt. Times New Roman Bold, and the body text is 12 pt. Times New Roman. The border is PMS 7490.

All items listed must be stocked by Gordon Food Service® and must be active. Trade East items must be included, and the use of other private branded products is encouraged. Ingredients are listed in the order they are prepared.


Sample Kits

All sample kit contents and materials must be approved by the Brand Team prior to printing and distributing.

SUBSTRATES

Samples are packed in the same substrate as what product is shipped, whether they are being shipped via U.S. Mail or the distribution center. Trade East products are shipped in a kraft corrugate.

OUTER LABELS, WITH INNER PACKAGING

The following information must be included:

MAIN DESCRIPTOR

• Gill Sans Bold• Font sized 100%

SAFE HANDLING STATEMENT

• Gill Sans Light in all capital letters• Font sized 50% of main descriptor

NET WT

• Gill Sans Light • Font sized 75% of main descriptor

DISTRIBUTED BY

• Gill Sans Light • Font sized 33.3% of main descriptor

D.C. DELIVERY METHOD

The following information must be included, along with the above:

MAIN DESCRIPTOR

• Font style, color, and size will vary depending on product type and message.

BAR CODE

• Only required when product is being shipped through a D.C.

Delivery Method: CDS/Broker

Delivery Method: Distribution Centers

Main Descriptor Sample

NET WT 12 OZ (34 LB) 56 kg

Sub Descriptor Sample

DISTRIBUTED EXCLUSIVELY BY GORDON FOOD SERVICE®, GRAND RAPIDS, MI 49548


Free samples inside!


Reorder No. 514195

0 0 0 9 3 9 0 1 1 2 3 4 5 6

Add somespice to the seasonwith our new Pumpkin Pie Spice!

extra



Sample Kits (continued)

OUTER LABELS, WITH INNER PACKAGING

USPS DELIVERY METHOD


MAIN DESCRIPTOR



• Adobe Garamond Expert in all capital letters• Font sized 50% of main descriptor

CUSTOMER ADDRESS

• Adobe Garamond Expert • Font sized 100%

RETURN ADDRESS

• Gordon Food Service P.O. Box 1787 Grand Rapids, MI 49501

POSTAGE

• Permit number from mailing company

UPS DELIVERY METHOD


DISTRIBUTED BY

• Adobe Garamond Expert • Font sized 33.3% of main descriptor

Delivery Method: USPS

Delivery Method: UPS


John Smith1234 StreetCity, State 56789

Gordon Food Service®

P.O. Box 1787Grand Rapids, MI 49501

Free samples inside!

PRST STDUS Postage

PAIDGrand Rapids, MI

Permit No. 657

FIRST CLASSUS Postage


Permit No. 657

KCI Indicia Samples

NON-PROFIT ORGUS Postage


Permit No. 657

FIRST CLASS PRSTUS Postage


Permit No. 657

Create complex flavors of the

Southwest with our new Trade East®

option, and don’t forget to visit

tradeeastspices.com.




OUTER LABELS, WITHOUT INNER PACKAGING

MAIN DESCRIPTOR


NOT LABELED FOR INDIVIDUAL RESALE

• Adobe Garamond Expert • Font sized 75% of main descriptor



PREPARATION/ALLERGENS


NET WT


DISTRIBUTED BY


D.C. DELIVERY METHOD

The following information must be included, along with the above:

SAMPLE NUMBER


BAR CODE

• Only required when product is being shipped through a D.C.

Delivery Method: CDS/Broker

Delivery Method: Distribution Centers




PREPARATION INSTRUCTIONS: TBD.CONTAINS: WHEAT, MILK.



NET WT 12 OZ (34 LB) 56 kgDISTRIBUTED EXCLUSIVELY BY GORDON FOOD SERVICE®, GRAND RAPIDS, MI 49548


PREPARATION INSTRUCTIONS: TBD.CONTAINS: WHEAT, MILK. Sample No. 123456

0 0 0 9 3 9 0 1 1 2 3 4 5 6





INNER LABELS


MAIN DESCRIPTOR

• Adobe Garamond Expert • Font sized 100%





PREPARATION/ALLERGENS


NET WT


DISTRIBUTED BY


ADDITIONAL INFORMATION


Delivery Method: USPS, UPS, Distribution Centers, CDS/Broker



DISTRIBUTED EXCLUSIVELY BY GORDON FOOD SERVICE®, GRAND RAPIDS, MI 49548ADDITIONAL INFORMATION IS AVAILABLE BY CALLING GFS CUSTOMER SERVICE 800-968-6474.

www.gfs.com


PREPARATION INSTRUCTIONS: TBD.CONTAINS: WHEAT, MILK.

Reorder No. 123456



Photography Standards

Trade East photography captures the authentic flavors of our spices and seasonings, where product is clearly visible on the application or recipe. The focal point of the shot is the primary product, while additional elements are in the back and slightly out of focus.

BACKGROUND & DINNERWARE

The product is shot on white or bold-colored dinnerware and placed on rustic backgrounds. Background colors are warm and neutral, and examples include wood, tablecloth, or colorful placemats. Napkins are often used, but not required. Alcoholic beverages are not to be utilized unless it further supports the product application.

LIGHTING

Warm, directional lighting with soft subtle tones is used to give it an authentic feel.

INGREDIENTS & FRESH CUES

Trade East photography rarely features product ingredients or fresh cues, but complementary sides are used in the application to create trendy recipes where spices or seasonings must be clearly visible. Spices can be used on the product or featured as a fresh cue in a ramekin. Fresh bean or alfalfa sprouts are never utilized in product photography.



Microsite

FEATURES

The Trade East microsite must follow the same graphical and visual standards as all other marketing materials, including photography standards and brand personality. CONTENT UPDATES

• Homepage content, including the main image and three content blocks, is updated quarterly. • New recipes and trends are provided by the vendor and updated quarterly.• When an item is added or deleted within the Trade East product line, this must be communicated to the Brand Team, including any recipes in which the item is used. SPECIFYING FONTS

Text must always be web fonts.

HEADER

• Georgia

BODY COPY

• Font family: Tahoma, Arial, Helvetica, & Sans-Serif CALL OUT

• The URL "tradeeastspices.com" must be mentioned on all marketing materials. • The call out must be stated as shown to the left.

Tahoma Arial

positioning statement: authentic flavors of the …...positioning statement: authentic flavors of...

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