可口可乐Zero 品牌指导手册 （2009年版）.pdf

Coca-Cola Zero Brand Identity and Design Standards v1.0 Confidential | ©2009 The Coca-Cola Company. All Rights Reserved. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Contents Please note that updates to the Brand Identity and Design Standards will only be made once per year. Strategic Overview 1.0 Identity Standards: Core Brand Elements and Standards 2.0 Packaging Design Standards 3.0 Point-of-Sale Design Standards 4.0 Equipment Design Standards 5.0 Signage Design Standards 6.0 Fleet Design Standards 7.0 Trademark Usage Requirements 8.0 Identity Standards Management Team and Process 9.0 Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Strategic Overview 1.0 Simply put, the Brand Identity and Design Standards exist to provide clear, reliable and enduring guidance on how to use the Brand Elements and how to design for the Coca-Cola Zero Brand Identity around the world. The importance of the Brand Standards, however, is anything but utilitarian. They are central to our ongoing commitment to: 1. Maintain authenticity and build Brand equity; 2. Leverage the scale of our System across all markets; 3. Provide more consistency and quality; and 4. Facilitate increased System productivity. Understanding how the Brand Standards fit into and affect all Brand touchpoints is a precursor to using the Brand Standards. This chapter examines both. Coca-Cola Zero | Brand Identity and Design Standards_v1.0 Confidential: December 2009 Strategic Overview