BETA VERSION/ NESPRESSO BRAND BOOK GUIDELINES P. 1. Chapter Two. Guidelines. THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB

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Guidelines

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The Pictograms

2.8

The Pictograms

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INTRODUCTION

4 STANDARD PICTOGRAMS

5

10 CONSTRUCTION RULES

SERVICES

COFFEE

MACHINES

5

7

8

9

10

12

13

14

15

17

18

19

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21 3D ECOSYSTEM

CONSTRUCTION RULES

3D PICTOGRAMS WITH TEXT

3D PICTOGRAMS WITHOUT TEXT

3D PICTOGRAMS GO/NO GO

3D PICTOGRAMS VS. STANDARD PICTOGRAMS

STANDARD SERVICE PICTOGRAMS

MINIMUM SIZE FOR 3D AND STANDARD

3D PICTOGRAMS ON COLOUR BACKGROUND

APPLICATIONS

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INTRODUCTION

STANDARD PICTOGRAMS 3D PICTOGRAMS

2.8 Pictograms

GENERAL TIPS

Two kind of pictograms have been created; 3D and standard ones. The conditions of use for each group follows the guidelines presented below and require the approval of Nespresso International Brand Communication Team:

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BASE MINIMUM HEIGHT STANDARD HEIGHT OVER HEIGHT MAXIMUM HEIGHT

1_ CONSTRUCTION

The Nespresso pictograms are constructed in proportion to

each other. The grid above indicates these proportions.

The Ristretto pictogram illustrated is the minimum size; the Recipes pictogram illustrated is the maximum height size. All pictograms have a standard thickness of line.

The pictograms are illustrated here in their negative version (in white on a black background). A positive version (in black

on a white background) exists for each picto.

EACH PICTOGRAM IS PROVIDED AS AN IMAGE FILE. THEY MUST NEVER BE RECREATED FROM THE INDIVIDUAL COMPONENTS. RISTRETTO RECIPES BASE MINIMUM HEIGHT STANDARD HEIGHT OVER HEIGHT MAXIMUM HEIGHT

5 MM

2_THICKNESS

The thickness of each pictograms is calculated proportionally to the thickness of the outline of the PHONE pictogram when it is at its minimum size, fixed at 5mm height.

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STANDARD PICTOGRAMS CONSTRUCTION RULES

2.8 Pictograms

BASE MINIMUM HEIGHT STANDARD HEIGHT OVER HEIGHT MAXIMUM HEIGHT RISTRETTO RECIPES BASE MINIMUM HEIGHT STANDARD HEIGHT OVER HEIGHT MAXIMUM HEIGHT

THE CREATION OF ADDITIONAL PICTOGRAMS IS ADMITTED, EACH NEW CREATION MUST BE VALIDATED BY THE

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RELATED TO SERVICES

In this page, an overview of the standard pictograms related to the Nespresso services.

OUR SERVICES FA X CALL CONTACT WE ARE HERE

AID ON LINE SATISFIED OR

REIMBURSED

DELIVERY FREE DELIVERY

MACHINE RESELLERS ORDER SECURED PAYMENT VISIT NESPRESSO BOUTIQUES E_SHOPPING COLLECTION POINT NESPRESSO BOUTIQUE SHOPPING BASKET (EMPTY) SHOPPING BASKET (FULL) BOUTIQUE PICK-UP CUSTOMER CARE

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RISTRETTO LUNGO CAFÉ RECIPES MILK COFFEE INTENSITY ESPRESSO ESPRESSO & LUNGO ACCESSORIES CAPPUCINO PREPAR ATION GOURMANDISE

COFFEES VOLUME CONTROL HOT WATER

STANDARD PICTOGRAMS

RELATED TO COFFEE

2.8 Pictograms

In this page, an overview of the standard pictograms related to the Nespresso coffee.

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ENERGY EFFICIENT MACHINES AUTOMATIC POWER OFF CU P WARMING HIGH PRESSURE PUMP ENERGY CONSUMPTION CLASS AUTOMATIC OFF

RELATED TO MACHINES

In this page, an overview of the standard pictograms related to the Nespresso machines system.

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3D PICTOGRAMS ECOSYSTEM

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In a communication about recycling, please use the new recycling pictogram of 3D services pictograms even if it is related to Ecolobaoration.

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3D PICTOGRAMS

CONSTRUCTION RULES

BASE OF THE NAME MINIMUM HEIGHT

The Nespresso Services pictograms are constructed in relative

proportion to one another.

The grid above indicates how the pictograms have been drawn in relation to each other.

EACH PICTOGRAM IS PROVIDED AS AN IMAGE FILE. THEY MUST NEVER BE RECREATED FROM THE INDIVIDUAL COMPONENTS.

STANDARD HEIGHT

2.8 Service Pictograms

THE CREATION OF ADDITIONAL PICTOGRAMS IS ADMITTED, EACH NEW CREATION MUST BE VALIDATED BY THE

NESPRESSO INTERNATIONAL BRAND COMMUNICATION TEAM.

When the 3D clusters pictograms with the text are used, do ensure that the two lines around the text are present.

When the 3D services pictograms with text are used, do ensure that one line above the text is present.

IT IS A WAY TO DIFFERENTIATE THE CLUSTERS PICTOGRAMS FROM THE SERVICES PICTOGRAMS

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1_ CONSTRUCTION

• The Unit of construction - identified as [U] - is based on the height between the two lines containing the text.

[U] is the reference Unit for all pictograms contructions. • Each pictogram is constructed as illustrated.

• The text typeface: Gotham Medium, 3,7 pt when U=3mm, 50pt letterspacing.

2_ THE EXCLUSION ZONE

• An exclusion zone has been defined around the pictogram. Do make sure it is respected when using the pictograms.

NO LOGOTYPE, PICTURE OR TEXT SHOULD BE PLACED WITHIN THE EXCLUSION ZONE.

WHEN THE 3D CLUSTERS PICTOGRAMS WITH THE TEXT ARE USED, DO ENSURE THAT THE TWO LINES AROUND THE TEXT ARE PRESENT.

WHEN THE 3D SERVICES PICTOGRAMS WITH TEXT ARE USED, DO ENSURE THAT ONE LINE ABOVE THE TEXT IS PRESENT.

3_ EXCEPTION

• Language translation are allowed only for the pictograms defined as clusters: Services, Delivery, Customer Care, Recycling, Order.

4_MINIMUM SIZE

3 m m Minimum size: 1 2 m m 1 6 , 5 m m Respiration zone

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3D PICTOGRAMS WITHOUT TEXT

2.8 Service Pictograms

3 m m

1 2 m m

Minimum size :

1_ USING THE RIGHT PICTOGRAM

Pictograms also exist without the text and the line. They can be used, for example, in a text block (see the example of the flyer on p.15).

The name of the service associated with the pictogram must appear on the page, even if not included with the pictogram.

2_ CONSTRUCTION

• The Unit of construction [U] serves as reference for all pictogram construction.

• Once the minimum size fixed for [U] is respected (3mm), each pictogram is constructed as follows.

EACH PICTOGRAM IS PROVIDED AS AN IMAGE FILE. THEY MUST NEVER BE RECREATED FROM THE INDIVIDUAL COMPONENTS.

3_ THE EXCLUSION ZONE

NO LOGOTYPE, PICTURE OR TEXT SHOULD BE PLACED WITHIN THE EXCLUSION ZONE.

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D E L I V E R Y D E L I V E R Y D E L I V E R Y D E L I V E R Y _{D E L I}V E R Y NE PAS CHANGER LES PROPORTIONS NE PAS CHANGER LA PLACE DU NOM NE PAS CHANGER LA TYPOGRAPHIE NE PAS CHANGER LES COULEURS NE PAS DÉFORMER LE PICTOGRAMME

NE PAS TOURNER LE LOGO

D E L I V E R Y D E L I V E R Y D E L I V E R Y D E L I V E R Y _{D E L I}V E R Y NE PAS CHANGER LES PROPORTIONS NE PAS CHANGER LA PLACE DU NOM NE PAS CHANGER LA TYPOGRAPHIE NE PAS CHANGER

LES COULEURS NE PAS DÉFORMERLE PICTOGRAMME NE PAS TOURNER LE LOGO

D E L I V E R Y D E L I V E R Y D E L I V E R Y D E L I V E R Y D E L IV E R Y NE PAS CHANGER LES PROPORTIONS NE PAS CHANGER LA PLACE DU NOM NE PAS CHANGER LA TYPOGRAPHIE NE PAS CHANGER LES COULEURS NE PAS DÉFORMER LE PICTOGRAMME

DO NOT CHANGE PROPORTIONS DO NOT CHANGE COLOUR DO NOT CHANGE ELEMENTS LOCATION DO NOT CHANGE PERSPECTIVE DO NOT CHANGE FONT AND SIZE

DO NOT ROTATE THE PICTOGRAM

NO

GO

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3D PICTOGRAMS GO/NO GO

NO

GO

LOREM IPSUM DOLOR SIT

2.8 Service Pictograms

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When passing to their standard version, the 3D Pictograms lose their verbal part, conserving only the iconic element.

As a consequence, standard service pictograms exist only without any text associated to the icon. The meaning and the fonctions attributed to the pictograms are exactly the same of the 3D version.

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Minimum size for standard service pictograms:

Minimum size for 3D pictograms and maximum size for standard service pictograms:

1 , 2 5 m m

STANDARD SERVICE PICTOGRAMS

2.8 Service Pictograms

1_ USING THE RIGHT PICTOGRAM

When the visual part of a 3D pictogram goes under the height of 12mm, standard pictograms must be employed.

2_ CONSTRUCTION

• Those pictograms are constructed following the same rules applied to the 3D pictograms without text.

• The Unit of construction [U] serves as reference for all pictogram construction.

• Once the minimum size fixed for [U] is respected (3mm), each pictogram is constructed as follows.

EACH PICTOGRAM IS PROVIDED AS AN IMAGE FILE. THEY MUST NEVER BE RECREATED FROM THE INDIVIDUAL COMPONENTS.

3_ THE EXCLUSION ZONE

NO LOGOTYPE, PICTURE OR TEXT SHOULD BE PLACED WITHIN THE EXCLUSION ZONE.

4_MINIMUM AND MAXIMUM SIZE

5 MM

5 m m 1 2 m m 1 2 m m 3 m m

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AND STANDARD SERVICE PICTOGRAMS

Minimum height of the Unit has been fixed at 3 mm to ensure optimum visibility/ legibility on each individual application. It must not be further reduced!

3 MM

Minimum height of the standard service pictograms has been fixed minimum at 5 mm to ensure optimum visibility/legibility on each individual application. It must not be further reduced!

5 MM

BELOW 16,5 MM HEIGHT FOR PICTOGRAMS WITH TEXT AND 12MM FOR PICTOGRAMS WITOUT TEXT AND THE RESPIRATION ZONE, STANDARD SERVICE PICTOGRAMS MUST BE USED FOR OPTIMUM LEGIBILITY.

ABOVE 12MM HEIGHT FOR STANDARD SERVICE PICTOGRAMS WITOUT TEXT, 3D SERVICE PICTOGRAMS MUST BE USED.

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3D PICTOGRAMS

ON COLOUR BACKGROUNDS

ULTIMATE BLACK ROASTED BROWN CHERRY RED CREMA GOLD BLOOMING GREIGE

CORPORATE COLOUR BACKGROUND

When 3D pictograms are applied to a solid dark background, the text must appear in white. On light background colours, the text must appear in black.

ON DARK

BACKGROUND BACKGROUNDON LIGHT

THE CHERRY RED MUST NEVER BE DOMINANT. CF. BRANDBOOK CHAPTER 2.4

PLEASE NOTE!

2.8 Pictograms

THE PICTOGRAMS HAVE TO BE USED IN THEIR ORIGINAL COLOUR. NO COLOUR CHANGES ARE PERMITTED.

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