tchibo international brand manual cee_see_december2007

TCHIBO INTERNATIONAL BRAND MANUAL

CEE / SEE

Introduction

Introduction

As an international company with an unparalleled brand history

and a broad range of products, it is of the utmost importance that

all brand communications are in line with Tchibo’s corporate iden-

tity. This comprehensive brand manual, to be used in Central Eas-

tern Europe (CEE) as well as South Eastern Europe (SEE), serves

as a highly useful instrument to facilitate the process of finding

answers to all your questions concerning the brand’s appearance.

A thorough use of this brand manual is not only practical and

convenient – it will make Tchibo’s communication even more

efficient, internationally coherent, and hence, more successful.

It is important to note, however, that at the time of the publi-

shing of this manual, a few key issues e.g. the Tchibo claim,

have yet to be finalised. Therefore minor changes and further

guidelines should be anticipated in the future. All queries should

be directed to either the Tchibo Central Marketing Food Team or

the lead agency, as indicated in the flow chart in chapter IV.1.

I. Brand and portfolio positioning

I.1 Brand positioning

I.2 Portfolio positioning

II. Communication framework

II.1 The Tchibo logo

II.2 The Tchibo claim (work in progress)

II.3 Colours

II.4 The coffee and espresso surface

III. Sub-brand specifications

III.1 Tchibo Family

III.2 Tchibo Gold Selection

III.3 Tchibo Exclusive

III.4 Tchibo Exclusive Origins

III.5 Tchibo Espresso

IV. Communication process

IV.1 Project communication flow

IV.2 Contact

Contents

Contents

I. BRAND AND pORTFOLIO pOSITIONINg



I.1 BRAND pOSITIONINg

In a highly competitive market, it’s necessary to have a unique positioning.

I.1.1 Brand positioning

I.1.2 Brand positioning moods



The Tchibo Food brand positioning expresses what Tchibo coffee

as an umbrella brand is essentially all about: a very complex

brand with a manifold range of sub-brands. Therefore, it is very

important to have a common strategic denominator structuring

all sub-brands and providing the basis for every single sub-brand

positioning. The common strategic denominator consists of three

parts forming the positioning: proposition, differentiator and rea-

son why.

TCHIBO FOOD pROpOSITION:Tchibo coffee enjoyment is my uplifting source of inspiration.

TCHIBO FOOD DIFFERENTIATOR:Only Tchibo coffee reveals to me all the spirit and

positive energy of the country of origin.

Every Tchibo coffee comprises Tchibo’s expertise for coffee selection.

TCHIBO FOOD REASON WHy:

pROpOSITION: What does Tchibo offer to the consumer?

DIFFERENTIATOR: What makes Tchibo‘s offer really unique?

REASON WHy: What is the proof that makes Tchibo‘s claim

and benefit credible?


TCHIBO FOOD BRAND pOSITIONINg










TCHIBO FOOD BRAND POSITIONING

TCHIBO FOOD PROPOSITION:Tchibo coffee enjoyment is my uplifting source of inspiration.

TCHIBO FOOD DIFFeReNTIATOR:Only Tchibo coffee reveals to me all the spirit and



TCHIBO FOOD ReASON WHy:


I.2 pORTFOLIO pOSITIONINg

A perfect portfolio is a blend of variety and uniqueness.

I.2.1 Brand grid

I.2.2 Tchibo Family

I.2.3 Tchibo Gold Selection

I.2.4 Tchibo Exclusive

I.2.5 Tchibo Exclusive Origins

I.2.6 Tchibo Espresso

Tchibo’s product portfolio embraces a variety of sub-brands. In or-

der to create a portfolio that is in line with the umbrella brand, all

sub-brand positionings are clearly rooted in the brand positioning.

The portfolio positioning defines each sub-brand – Family, Gold

Selection, Exclusive and Exclusive Origins – in terms of their

brand-related reason why and proposition.

Please see the chart on the following page.

I.2.1 Brand grid


I.2.1 Brand grid


Pro

po

siti

on

Upgrading our pleasant family

occasions.

Brightening our little daily coffee

moments.

Perfect coffee enjoyment

enhancing my mood.

Exquisite and fascinating coffee experience inspi-ring my senses.


Differ

entiat

or TCHIBO FOOD DIFFERENTIATOR:Only Tchibo coffee reveals to me all the spirit and


Rea

son

Why

Ultimate selec-tion of the world’s

finest single origins lending this 100% Arabica coffee its

authentic character.

Selection of the freshest coffee beans.

Golden selection of the best beans

from leading growing regions.

Superior selection of best beans from the best growing regions in South

America.



I.2.2 Tchibo Family

Role within the portfolio:

Tchibo Family is the established mainstream brand and volume driver

within the Tchibo portfolio.

Creative platform: “It’s time for Family.”

The creative platform for all Tchibo Family communications is "It’s time

for Family". This creative platform does not have to appear word for

word in all brand communications, but it is the springboard for all crea-

tive work and the end message that the consumer should take out.

Tonality:

The most important values our Family communication should convey is

positivity, good family relationships, happiness as well as versatility

and flexibility.


Pro

po

siti

on


occasions.


moments.


enhancing my mood.


Tchibo Food ProPosiTion:Tchibo coffee enjoyment is my uplifting source of inspiration.

diff

eren

tiat

or Tchibo Food diFFerenTiaTor:Only Tchibo coffee reveals to me all the spirit and


Rea

son

Why








America.


Tchibo Food reason Why:


occasions.


I.2.3 Tchibo gold Selection



Tchibo Gold Selection is the cheap freeze-dried and correspondingly

vacuum-packed offer, ranging from slightly above market average.

Creative platform: “My daily gold.”

The creative platform for all Tchibo Gold communications is "My daily

Gold". This creative platform does not have to appear word for word in

all brand communications, but it is the springboard for all creative work

and the end message that the consumer should take out.

Tonality:

Tchibo Gold Selection stands for a golden standard in everyday life and

communicates a general zest of life. Please note: it is important to en-

sure that Gold Selection is perceived as the quality level below Exclusi-

ve and Exclusive Origins.

Pro

po

siti

on


occasions.


moments.


enhancing my mood.



diff

eren

tiat



Rea

son

Why








America.




moments.



I.2.4 Tchibo Exclusive



The premium coffee Tchibo Exclusive is the communication flagship

within the Tchibo portfolio. Embodying all quality attributes, it plays the

role of an ambassador for the coffee brand Tchibo.

Creative platform: “Simply mood enhancing.”

The creative platform for all Tchibo Exclusive communications is "Sim-

ply mood enhancing". This creative platform does not have to appear

word for word in all brand communications, but it is the springboard

for all creative work and the end message that the consumer should

take out.

Tonality:

The tonality of Tchibo Exclusive should communicate highest quality,

exclusivity, positivity in the country of consumption and the cheerful

spirit of South America, the coffee’s country of origin.

Pro

po

siti

on


occasions.


moments.


enhancing my mood.



diff

eren

tiat



Rea

son

Why








America.




enhancing my mood.


America.


Tchibo Exclusive is the high-end single origin coffee product repre-

senting Tchibo’s high demands on ultimate selection, quality and taste.

Creative platform: “Fascinating coffee experience.”

The creative platform for all Tchibo Exclusive Origins communications is

"Fascinating coffee experience". This creative platform doesn't have to

appear word for word but is the end message that the consumer should

take out.

"100% Arabica" must appear in every brand communication.

Tonality:

Every brand communication for Tchibo Exclusive Origins must convey

the fascination of the respective countries of origin. The tonality repre-

sents the incomparable coffee experience, highest quality, expertise,

passion and perfect enjoyment. The overall impression of the tonality

must awaken curiosity for the various Tchibo Exclusive Origins coffees.

I.2.5 Tchibo Exclusive Origins


Pro

po

siti

on


occasions.


moments.


enhancing my mood.



diff

eren

tiat



Rea

son

Why








America.







I.2.6 Tchibo Espresso



Tchibo Espresso is another strong pillar in Tchibo’s premium portfolio

and exhibits Tchibo’s expertise in espresso and espresso specialties.

Creative platform: “A passion for life.”

The creative platform for all Tchibo Espresso communications is "A pas-

sion for life". This creative platform does not have to appear word for

word in all brand communications, but it is the springboard for all crea-

tive work and the end message that the consumer should take out.

Tonality:

Tchibo Espresso embodies premium espresso culture at its best, it is

passionate, modern and very free-thinking.

II. COMMUNICATION FRAMEWORK

II.1 The Tchibo logo

II.2 The Tchibo claim (work in progress)

II.3 Colours

II.4 The coffee and the

espresso surface

II.1 THE TCHIBO LOgO

A logo to a brand is like a signature to a person.

II.1.1 Introduction to the Tchibo logo

II.1.2 The Tchibo master logo

II.1.3 General rules on using the Tchibo logo

II.1.4 Exclusion zone

II.1.5 Minimum size

II.1.6 All Tchibo logo variants

II.1.7 The Tchibo logo background colour

II.1.8 The Tchibo logo in body copy or headlines

II.1.9 Placement of the Tchibo logo in print

II.1.10 The Tchibo logo for TV (work in progress)

II.1.11 Promotional tag-ons (work in progress)

A logo is the brand’s philosophy expressed without words.

A logo is the key to the brand’s recognition – there is a direct link

between the logo and the brand.

A logo is a promise for the brand’s ultimate quality – people rely

on it.

A logo is the representative of the brand – a consistently correct ap-

pearance gives the representative a strong and credible personality.

II.1 The Tchibo Logo

II.1.1 Introduction to the Tchibo logo

This is the Tchibo logo.

The Tchibo logo is a trademark composed of the symbol of the

golden Tchibo bean always placed above the golden logo type on

a Tchibo blue background. The colour gold symbolises the quality

of the choicest coffee beans, the exclusivity and the desirability

of Tchibo coffee. The symbol of the steaming golden Tchibo bean

serves as a visual synonym for guaranteed freshness and the

exceptional aroma of Tchibo coffee. The master logo serves as the

basis for all further logo variations.

II.1.3 general rules for using the Tchibo logo

The proportion and positioning of the Tchibo bean to the Tchibo

logotype are fixed and cannot be altered.

The Tchibo bean always appears above the logotype. The logo must

always be on a Tchibo blue background. However, care should be

taken to ensure there is enough blue background around the logo so

that it does not appear boxed in (see also 1.4 Exclusion zone).

If only a limited blue space for the logo is available, the logo should

be placed within a blue square as shown above (please see 1.10

Placement of the logo in print).

The logo must always appear horizontally, never vertically or at an

angle. It must never be distorted, extended or modified in any way.

The logo must always be complete, i.e. it must never be bled or cut

off.

The Tchibo logo must never be overshadowed or used in colours

different to the ones specified in this manual.

The Tchibo logo must be clearly visible on all communication.

The following rule always applies: NEVER TOUCH THE LOgO.

The modulated Tchibo logo on a blue background


II.1.2 The Tchibo master logo

To ensure that the brand logo never looks cramped or boxed in,

there is an exclusion zone around the logo. Nothing must interfere

with the logo in this defined space.

The image on the left illustrates this.

II.1.5 Minimum size

The minimum width of the Tchibo lettering is 12 x 12mm.

The size of the background area varies according to the individual

advertising material. However, the logo exclusion is still mandatory.

The logo always appears on a Tchibo blue background. If the com-

munication does not have a Tchibo blue background, the Tchibo blue

square must be used.

Minimum width: 12mm


x

x

x

x

x xx

x

12mm

II.1.4 Exclusion zone

II.1.6 All Tchibo logo variants

Modulated 4c logo

The modulated black and white logo


Modulated 4c logo

This is the main master logo for the brand Tchibo which should

always be used. The gold colour of the Tchibo logo is achieved by a

colour gradation printed in 4c (yellow-gold with a metallic effect).

This 4c logo exists in large (MT_l4c.eps), medium (MT_m4c.eps)

and small (MT_s4c.eps).

The following logo variants can be used as exceptions:

Modulated black and white logo

The modulated black and white logo is meant for printed materials in

black and white in which the logo appears on a dark background.

This logo exists in large (MT_Ib.eps), medium (MT_mb.eps) and small

(MT_sb.eps).

Metallic gold pantone 873

In special cases when printing in 4c is not possible, e.g. on china,

the logo may be generated using metallic gold. It must be ensured

that the special colour used is PMS: 873.

In this manual, the special colour metallic gold cannot be illustrated

as this version is only printed in 4c!

The full-tone logo


The full-colour logo

Should the usage of the modulated 4c logo be impossible, e.g. for

technical reasons or for specific outdoor displays, the full-colour

logo must be used. Tchibo yellow is the colour of the Tchibo full-

colour logo. Logo and writing are printed in Tchibo yellow and the

full-colour logo always appears on a Tchibo blue background.

Tchibo yellow:

Pantone: 121 c, m, u

Euroscale: C: 0% M: 15% Y: 100% K: 0%

HKS: HKS 4

RAL: 1021

This 4c logo exists in large (FT_I4c.eps) and small (FT_s4c.eps).

II.1.7 The Tchibo logo background colour

Tchibo blueThe logo bean and typeface are available as a Photoshop file


The modulated logo is a 4c composition (Photoshop file). In special

cases when printing in 4c is not possible, e.g. on textile or china, the

logo may be generated using special colours, providing the result

corre sponds to the binding modulated 4c logo. In 4c printing, the

aim is to match the Pantone colour.

The Euroscale values can serve as guidelines for this but may need

to be varied according to the medium produced.

As exceptions the yellow full-tone logo or the metallic gold logo can

be used (see II.1.6).

The logo background colour is the Tchibo blue:


Euroscale: C: 100% M: 75% Y: 0% K: 45%

RAL: 5013

II.1.8 The Tchibo logo in body copy or headlines


In any copy or headline, "Tchibo" should always be written as a

word and never take the form of the logo. Tchibo is always written in

upper and lower-case letters and is never hyphenated.

Example: Tchibo means passion for coffee

Tchibo and an associated product name are always printed on the

same line and never appear separated.

Example: A Tchibo coffee set

The names of the coffee variants are never hyphenated.

Example: Tchibo Exclusive

Composite terms made up of Tchibo, the name of a coffee variant or

product and a third component are never hyphenated.

Example: Tchibo Exclusive pack

II.1.9 placement of the Tchibo logo in print

B: The blue bar


The logo is always positioned on the Tchibo blue background in all

above-the-line and below-the-line communications for Tchibo.

There are two ways of placing the logo:

The Tchibo logo can be placed on a Tchibo blue square in plain colour,

as seen in illustration A.

It can be positioned on the blue bar, as seen in illustration B.

Please see details on the following two pages.

A: The blue square


E: The logo on this POS wobbler is centred

F: This is how to determine the correct distance of the blue square from the side of the layout

{3x

x

C: The Tchibo logo on a blue square at top of layout

The blue square:

The blue square can be placed flush on the bottom or top of the lay-

out as in illustration C and D, but never on the sides. If possible, the

logo should be either left or right-aligned at the specified distance

from the side, as seen in illustration F. If the format does not allow

this, the logo can then be placed in the middle along the top or

bottom edge e.g. in illustration E.

The exclusion zone around the logo is mandatory at all times.

D: The Tchibo logo on a blue square at bottom of layout


The blue bar:

The blue bar creates a visual frame facilitating the recognition of

the brand Tchibo. In addition to that, it provides a holding form and

background for the Tchibo logo and/or copy.

The blue bar is always placed at the bottom of the format. The

height of the blue bar in illustration G is a tenth of the height of

the format. The size of the bar can be varied slightly, depending on

the advertising medium, the format and whether, for example, the

bar needs to include space for body copy and the packshot as in

illustration H.

Please make sure that the size of the bar is always large enough to

hold the minimum size of the logo and its exclusion zone (see II.1.4

and II.1.5).

The blue bar must always be in plain Tchibo blue.

G: The Tchibo logo on the blue bar

H: The Tchibo logo on the blue bar with body copy and packshot

Enjoy the South American lust for life with every cup of Tchibo Exclusive.Created with natural freshness, only the best beans and the good mood of its origin, Tchibo Exclusive offers you perfect coffee enjoyment.

II.1.10 The Tchibo logo for TV

Work in progress



II.1.11 promotional tag-ons

Work in progress

II.2 THE TCHIBO CLAIM (work in progress)

The choice of the appearance should always perfectly match the occasion.

II.2 The Tchibo claim

II.2 The Tchibo claim

Work in progress

II.3 COLOURS

The world’s oldest language is colour.

II.3.1 General colours

II.3.2 Background colours

II.3.3 Typography colours

II.3.1 general colours

II.3 Colours

This is an overview of all Tchibo colours.

There are strict regulations defining when and for what purpose

each colour is used. There are colours for typography and for back-

grounds.

All Pantone Matching System (PMS) colours mentioned in this chapter

are the only colours to be used for Tchibo. If printing is to be in four

colours only, the aim must be to come as close as possible to the

PMS colours. The Euroscale values stated are consequently only an

approximation and can vary depending on the printing material.

There are no variations or exceptions to the colours defined here

as the Tchibo colour coding is a major part of the Tchibo CI and the

brand’s visual communication.

II.3.2 Background colours

Background colour PMS 2757 c, m, u, plain and textured

Background colour PMS 469c, plain and textured

Background colour PMS 7407c, plain and textured

II.3 Colours

These are the background colours to be used for all ATL and BTL

communication. Any background surface visualised within Tchibo’s

communication needs to be designed using the colours defined here.

Monochromatic, plain background surfaces should be avoided in or-

der to enhance the exclusivity of the brand. Organic textures as part

of the background ensure a more interesting and vivid appearance.

The dominant background colour must be one of the three shown

below. The textured backgrounds should never look artificial.


Euroscale: C: 100% M: 75% Y: 0% K: 45%

RAL: 5013

Pantone: 469c

Euroscale: C: 0% M: 70% Y: 90% K: 76%

HKS: HKS 77K

RAL: 8011

Pantone: 7407c

Euroscale: C: 0% M: 32% Y: 79% K: 16%

HKS: HKS 71K

RAL: 1006

II.3.3 Typography colours

PMS 123c

PMS 141c

PMS 2757 c, m, u

PMS 469c

II.3 Colours

These are the colours available for all ATL and BTL typography,

both for headlines and body copy.

White as a typography colour can also be used.

Please ensure that all colours used harmonise with the overall image

and composition of typography and background in all communications.

No more than two typography colours can be used together in order

to obtain a clean and premium look.

Please make sure that all copy is legible at all times.

Pantone: 123c

Euroscale: C: 0% M: 22% Y: 90% K: 0%

HKS: HKS 4K

RAL: 1003

Pantone: 141c

Euroscale: C: 0% M: 18% Y: 76% K: 0%

HKS: HKS 1K


Euroscale: C: 100% M: 75% Y: 0% K: 45%

RAL: 5013

Pantone: 469c

Euroscale: C: 0% M: 70% Y: 90% K: 76%

HKS: HKS 77K

RAL: 8011

II.4 THE COFFEE AND ESpRESSO SURFACE

A fresh, hot and steaming cup of coffee — a true source of inspiration.

II.4.1 The coffee surface

II.4.2 The espresso surface

II.4.1 The coffee surface

The ideal coffee surface

II.4 The coffee and espresso surface

The coffee surface should look as appealing and appetising as pos-

sible. It is necessary to pay special attention to the depiction of the

coffee as it is what the brand is all about.

The reference motif beside shows the characteristics of the perfect

coffee surface.

Its colour should be dark brown. There are always small coffee

bubbles on the coffee surface. These foamy bubbles are of a light

brown colour and should only be very fine and delicate, not covering

too much of the coffee’s surface.

To further increase the appeal of the coffee, delicious steam should

always rise from the Tchibo cup. The steam needs to look authentic

and appetising, never artificial.

The overall impression of the product must be natural and appealing.

II.4.2 The espresso surface

The perfect espresso surface (crema) shows a slight swirl of appeti-

sing, golden creamy foam.

The ideal espresso surface

Please note: The perfect coffee surface can be ordered

from the lead agency and added to the final image during

retouching (please see contact details at back of manual).

Please note: The perfect espresso surface can be ordered

from the lead agency and added to the final image during

retouching (please see contact details at back of manual).

III. SUB-BRAND SpECIFICATIONS

III.1 Tchibo Family





III.1 TCHIBO FAMILy

The mainstream offer.

III.1.1 Sample print ad

III.1.2 Typefaces


III.1 Tchibo Family

Find out and try the new Tchibo Family variants: the full-bodied “Intense”, the delicate “Mild” and the well-balanced “Classic”.

Which Family type are you?Headline in Interstate Bold Condensed

The blue bar with plain background

The modulated Tchibo logo

The body copy in Interstate Regular Condensed

The packshot is prominently shown

Latin fonts: Interstate Bold CondensedFor headlines, body copy, sentences and capitals.

a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F g H I J K L M N O p Q R S T U V W X y Z

The quick brown fox jumps over the lazy dog.

Interstate Regular CondensedFor headlines, body copy, sentences and capitals.

a b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z


Cyrillic fonts:

Officina Sans CyrillicThere is no Cyrillic alphabet for Interstate. Officina Sans should

be used as a substitute. For headlines, body copy, sentences and

capitals.

а б в г д е ё ж з и й к л м н о п р с т у ф х ц ч ш щ ъ ы ь э ю я а б в г д е Ё ж з и й к л м н о п р с т у ф х ц ч ш щ ъ ы ь э ю я

Съешь же ещё этих мягких французских булочек да выпей чаю.

III.1.2 Typefaces

III.1 Tchibo Family

III.2 TCHIBO gOLD SELECTION

The tactical support.


III.2.2 Typefaces

III.2.1 Sample print ad*


Only the finest beans from the world’s leading growing regions are used to create this superior, aromatic blend. Indulge in a cup and let the distinctive, full-bodied flavour of Tchibo Gold Selection brighten your day.

*This is a fictional ad to illustrate a possible communication and not available as a key visual.

Headline in Interstate Bold Condensed





III.2.2 Typefaces


Latin fonts:

Interstate Bold CondensedFor headlines, body copy, sentences and capitals.

a b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F g H I J K L M N O p Q R S T U V W X y Z



a b c d e f g h i j k l m n o pq r s t u v w x y zA B C D E F G H I J K L M N O PQ R S T U V W X Y Z


Cyrillic fonts:

Officina Sans CyrillicThere is no Cyrillic alphabet for Interstate. Officina Sans should be

used as a substitute. For headlines and body copy, both in sentence

case and in capitals.



III.3 TCHIBO EXCLUSIVE

The flagship.


III.3.2 Typefaces

Enjoy the South American lust for life with every cup of Tchibo Exclusive. Created with natural freshness, only the best beans and the good mood of its origin, Tchibo Exclusive offers you perfect coffee enjoyment.


Headline in Tchibo Exclusive Bold




The body copy in Tchibo Exclusive Regular


Simply mood enhancing.Simply mood enhancing.


A new, trademarked corporate font has been designed specifically

for Tchibo Exclusive.

Latin fonts:

Tchibo Exclusive BoldFor headlines, body copy, sentences and capitals.



Tchibo Exclusive RegularFor headlines, body copy, sentences and capitals.



III. 3.2 Typefaces

Authorised persons can order the Tchibo Exclusive font from

Elsner+Flake (see IV.2). The font is available in the following four

formats: Macintosh PostScript, Windows PC TrueType, OpenType

Std., OpenType ML (Roman, Turkish, central European and Cyrillic).

A licensing fee of 35 EUR is required per font format ordered.

Please note: When using Tchibo Exclusive Regular, a tracking of

+10 should be used when the font size is 9 - 12pt and +12 when it

is 6 - 8pt. Minor adjustments are permitted should it be required

due to the colours used, the resolution or the type of printing.

Cyrillic fonts:

Tchibo Exclusive Bold Cyrillic There is also a Cyrillic alphabet for this font. For headlines and body

copy, both in sentence case and in capitals.

а б в г д е ё ж з и й к л м н о п р с т у ф х ц ч ш щ ъ ы ь э ю я а б в г д е Ё ж з и й к л м н о п р с т у ф х ц ч ш щ ъ ы ь э Ю я

съешь же ещё этих мягких французских булочек да выпей чаю.

Tchibo Exclusive Regular Cyrillic There is also a Cyrillic alphabet for this font. For headlines and body














III.4 TCHIBO EXCLUSIVE ORIgINS

The fascinating character.


III.4.2 Typefaces

III.4.1 Sample print ad*


Tchibo Exclusive Origins brings you the finest single origin coffees from the world’s most acclaimed coffee growing countries. Explore new, exotic worlds of taste and aroma when you indulge in an inspiring cup of full-bodied Brazil Mild or gentle Guatemala Medium.

A world of inspiration.Headline in Tchibo Exclusive Bold

The ideal coffee surface

The Tchibo blue cup with the golden logo bean on the front


The Tchibo logo in blue square

The body copy in Tchibo Exclusive Bold

*Please note that a new master key visual will soon be available.


III.4.2 Typefaces

A new, trademarked corporate font has been designed specifically

for Tchibo Exclusive.

Latin fonts:

Tchibo Exclusive BoldFor headlines, body copy, sentences and capitals.



Tchibo Exclusive RegularFor headlines, body copy, sentences and capitals.












Cyrillic fonts:

Tchibo Exclusive Bold Cyrillic There is also a Cyrillic alphabet for this font. For headlines and body




Tchibo Exclusive Regular Cyrillic There is also a Cyrillic alphabet for this font. For headlines and body














III.5 TCHIBO ESpRESSO

Italy‘s passion.


III.5.2 Typefaces


Headline in Interstate Bold Condensed






Enjoy the rich aroma and wonderfully intense flavour of a truly remarkable Espresso. Thanks to the selection of only the finest and freshest beans, once you indulge in a cup you will find yourself as passionate about Espresso as Tchibo is.

III.5.2 Typefaces


Latin fonts: Interstate Bold CondensedFor headlines, body copy, sentences and capitals.

a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F g H I J K L M N O p Q R S T U V W X y Z





Cyrillic fonts:

Officina Sans CyrillicThere is no Cyrillic alphabet for Interstate. Officina Sans should

be used as a substitute. For headlines, body copy, sentences and

capitals.



IV. COMMUNICATION pROCESS


IV.2 Contact

IV.1 pROJECT COMMUNICATION FLOW

One for all – all for Tchibo.

Scholz & FriendsHamburg

Local agency CEE /SEE countries

Tchibo Central Marketing Food Hamburg

Tchibo Local Marketing Food CEE /SEE countries

central projects local projects


IV.1 project communication flow

The chart on the left defines the communication flow between the central

Tchibo office and the international offices and between the central lead

agency and the respective partners in the countries.

The coordination between Tchibo and its agencies is determined as follows:

the lead agency for Tchibo Central Marketing Food in Hamburg develops

the central projects that are to be forwarded for adaptation and implemen-

tation to the local agencies.

The local agencies only communicate with Tchibo Local Marketing Food

and are in permanent contact with the lead agency. Tchibo Local Marketing

Food can always contact Tchibo Central Marketing Food Hamburg, whatever

the issue.

Central projects developed for one or more countries are managed by

Tchibo Central Marketing Food Hamburg and its lead agency. This applies

to:

• all ATL communication (e.g. equity TV spots, billboards and print ads)

• portfolio communications deployed in more than one country

• support of sub-brands

All parties are requested to work with this communication model in order

to ensure a smooth and professional working process.

IV.2 CONTACT

good questions deserve good answers.

IV.2 Contact

IV.2 CONTACT

Tchibo gmbH

Central Marketing Food

Überseering 18

22297 Hamburg

Germany

Phone +49 (0) 40 63 87-0

Fax +49 (0) 40 63 87-2710

SCHOLZ & FRIENDS Hamburg gmbH

Account Management

Am Sandtorkai 76

20457 Hamburg

Germany

Phone +49 (0) 37681-0

Fax +49 (0) 40 37681-681

E-mail [email protected]

Elsner+Flake Type Consulting

(For Tchibo Exclusive typeface only.)

Winterstrasse 4

22765 Hamburg

Germany

Phone +49 (0)40 39 80 35 80

Fax +49 (0)40 39 80 35 70

E-mail [email protected]

http://www.elsner-flake.com

tchibo international brand manual cee_see_december2007

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