130508_NCF_Guidelines

NIVEA cares for family DESIGN GUIDELINES

INTRODUCTION CONTENT · NIVEA cares for family LOGO · LOGO ADDITIONS · CLAIM TRANSLATION · WRITTEN COMMUNICATION · CONTACTS

INTRODUCTION

NIVEA cares for family DESIGN GUIDELINES · APRIL 2013 2

INTRODUCTION CONTENT · NIVEA cares for family LOGO · LOGO ADDITIONS · CLAIM TRANSLATION · WRITTEN COMMUNICATION · CONTACTS

WELCOME

INTRODUCTION TO THE ‘NIVEA cares for family’ GUIDELINES

Dear Colleagues
For more than 100 years, consumers have trusted our products to take the best care of their skin.
But our consumers trust a brand which cares for more than their skin.
Assuming social responsibility has always been part of our brand. In an environment in which
consumers increasingly expect brands to act in a responsible way and reward them for doing so,
this tradition gives NIVEA a crucial advantage.
During the development of this global social commitment for NIVEA, the two most
important criteria were to be true to our brand values while delivering credible social impact.
The thematic focus on families excels in both of these criteria. Family is one of NIVEA’s biggest
assets and part of its timeless heritage. At the same time, families are a reflection of society,
the place where you develop responsibility and a sense of belonging.
I would like to invite you to bring NIVEA’s social commitment to life by integrating it into your in- and
external touchpoints. In this process, the global Corporate Social Responsibility team will provide you
with support and guidance. As always, we greatly appreciate your input and feedback.

Inken Hollmann-Peters
Vice President Corporate Sustainability
April 2013

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INTRODUCTION CONTENT · NIVEA cares for family LOGO · LOGO ADDITIONS · CLAIM TRANSLATION · WRITTEN COMMUNICATION · CONTACTS

INTRODUCTION

The ‘NIVEA cares for family’ logo has been designed to communicate POS
NIVEA‘s social commitment to families to both in- and external stakeholders.
It should be used consistently across all touchpoints for all NIVEA activities Promotion Online
which are linked to social responsibility. By building on NIVEA‘s design language Print
and adding playful elements the logo creates recognition as well as resonating
emotionally with the consumer.

The goal of this document is to ensure an internationally consistent use of
the ‘NIVEA cares for family’ logo. Before using or adapting the ‘NIVEA cares for
family’ logo, please take a moment to become familiar with these guidelines.

This document builds on existing guidelines (e.g. NIVEA Design Guidelines,
POS Guidelines), which should be considered at all times.

PR

Packaging Employee Activation
TVC

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INTRODUCTION CONTENT NIVEA cares for family LOGO · LOGO ADDITIONS · CLAIM TRANSLATION · WRITTEN COMMUNICATION · CONTACTS

CONTENT

INTRODUCTION 2

1. NIVEA cares for family LOGO 6
Colour variants 8
Backgrounds 9
Clearspace 10
Logo placement 11
Minimum size 12
Do‘s & Don‘ts 13

2. LOGO ADDITIONS 14
Slogans 15
Co-Branding 16

3. CLAIM TRANSLATION 17

4. WRITTEN COMMUNICATION 19

5. CONTACTS 21

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INTRODUCTION · CONTENT NIVEA cares for family LOGO LOGO ADDITIONS · CLAIM TRANSLATION · WRITTEN COMMUNICATION · CONTACTS

1. NIVEA cares for family LOGO

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INTRODUCTION · CONTENT NIVEA cares for family LOGO LOGO ADDITIONS · CLAIM TRANSLATION · WRITTEN COMMUNICATION · CONTACTS

1. NIVEA cares for family LOGO

The ‘NIVEA cares for family’ logo unites the ‘NIVEA ICON’ and NIVEA ICON
the ‘Family Tag’ with claim and figures. Thus combining the brand‘s
core with playful and emotional elements.

The ‘NIVEA cares for family’ logo should be used for any NIVEA
activity related to social responsibility and across all touchpoints.

The style of the ‘NIVEA cares for family’ logo must not be changed.

Detailed information about the handling of the ‘NIVEA ICON’
is provided in the NIVEA Design Guidelines V.0 Starter Kit.
The Do‘s und Don‘ts of the NIVEA Design Guidelines V.0 Starter Kit
must also be applied to the ‘NIVEA cares for family’ logo.

FAMILY TAG

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INTRODUCTION · CONTENT NIVEA cares for family LOGO LOGO ADDITIONS · CLAIM TRANSLATION · WRITTEN COMMUNICATION · CONTACTS

1.1. NIVEA cares for family LOGO COLOUR VARIANTS

There are 4 colour versions of the 1. FULL COLOUR VERSION: 4. BLACK VERSION:
‘NIVEA cares for family’ logo: Blue: NIVEA Blue Black: 0/0/0/100
Red: Pantone 200C
1. Full colour version (Spot colours)
2. CMYK version 2. CMYK VERSION:
3. RGB version Blue: 100/95/0/15
4. Black version Red: 0/100/65/15

The prefered version is the full colour version. 3. RGB VERSION:
It should be used whenever possible. Blue: 0/19/111
Red: 215/0/75
The Black Version may only be used in single
colour printing as an exception.

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INTRODUCTION · CONTENT NIVEA cares for family LOGO LOGO ADDITIONS · CLAIM TRANSLATION · WRITTEN COMMUNICATION · CONTACTS

1.2. NIVEA cares for family LOGO BACKGROUNDS

The ‘NIVEA cares for family’ logo can be No outline for the ‚NIVEA ICON‘ on light background White outline for the ‚NIVEA ICON‘ on dark background
placed on white or colored backgrounds.
The higher the contrast of the logo to
the background, the more it stands out.
It is recommended to use monochrome,
calm backgrounds and to give the logo
generous space to breathe.

The logo can also be placed on pictures.
In such cases please ensure that the contrast
with the picture background is sufficient,
and that signal efficiency is maintained.

Should the contrast become too low as a result of
the background being too dark, the ‚NIVEA ICON‘
can be defined using a white outline to separate
it from the background.

The outline for the family tag appears on all
logo versions.

No outline for the ‚NIVEA ICON‘ on light background White outline for the ‚NIVEA ICON‘ on dark background

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1.3. NIVEA cares for family LOGO CLEARSPACE

A clearspace has been defined in order to ensure that the brand’s message
is not disturbed and is always clearly recognisable. No other elements must
appear in this defined free space.
The clearspace of the ‘NIVEA cares for family’ logo is defined by the width of
the letter ‘E’ from the wordmark NIVEA around the logo.

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INTRODUCTION · CONTENT NIVEA cares for family LOGO LOGO ADDITIONS · CLAIM TRANSLATION · WRITTEN COMMUNICATION · CONTACTS

1.4. NIVEA cares for family LOGO LOGO PLACEMENT

In order to ensure that the ‘NIVEA cares for family’ 1. LOGO CENTERED Please use this for mathematical center
logo is always consistently placed, two placement 2. LOGO IN THE CORNER scaling and arranging of the logo
options have been defined.
optically correct center
1. The logo can be arranged in the centre. For alignment of the logo
please do NOT use the mathematically but the opti-
cally correct center of the logo. Since the ‘Family Tag‘
is perceived lighter than the ‘NIVEA Icon‘ a placement
along the mathematical middle creates an unbalanced
appearance with the logo being too far on the left side.
Therefore, the optical center is used for placing the
‘NIVEA cares for Family Logo‘. Please align the side of
the ‘NIVEA ICON‘ with the centre axis of the format.

2. The logo can be arranged in the corner.
When positioning the ‘NIVEA Icon‘ in the corner,
please ensure that the clearspace is respected and
the logo is correctly aligned.

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1.5. NIVEA cares for family LOGO MINIMUM SIZE

The size of the ‘NIVEA cares for family’ logo depends on the size of the application.
For small usage applications a minimum size for the logo is defined to maintain the
impact and recognition of the brand. On high resolution applications, the width of
25 mm is the minimum width size for the ‘NIVEA cares for family’ logo.

MINIMUM SIZE

25 mm Logo for large applications free scaleable

Logo applications smaller than
25 mm are not allowed

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1.6. NIVEA cares for family LOGO DO‘S & DON‘TS

The colour, the shape and the proportions cares for
of the logo must not be altered in any way.
FAMILY
The logo’s protected zone, which is defined
by the minimum clearspace, must not be
reduced or infringed upon by additional
elements. The integrity of the symbol must
be preserved.

No use of non-defined brand colours No use of non-defined typography No busy picture backgrounds

No family tag without the NIVEA ICON No additional elements No shadow

No cropping No use of the logo version without outline on No use of the ‘NIVEA cares for family’ logo
dark backgrounds right next to the ‘NIVEA ICON’

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INTRODUCTION · CONTENT · NIVEA cares for family LOGO LOGO ADDITIONS CLAIM TRANSLATION · WRITTEN COMMUNICATION · CONTACTS

2. LOGO ADDITIONS

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2.1. LOGO ADDITIONS SLOGANS

When setting up a local campaign associated with NIVEA‘s HORIZONTAL maximum length Optical center
commitment to families, it is possible to include a slogan with Y Y for the
the ‘NIVEA cares for family’ logo.
X 0.25 X campaign slogan
The slogan should always be bound to the logo as detailed VERTICAL
here. The typeface NIVEA Book in lower case is used for
campaign slogans and appears in NIVEA Blue. X

To meet the demands of varying applications, a horizontal
and a vertical version of lock-up is possible. For horizontal
formats the campaign slogan can be bound on the right side
and arranged optically centered to the ‘NIVEA cares for family’
logo. For vertical formats please bound the slogan underneath
the logo left-justified to the ‘NIVEA cares for family’ logo.

The addition of a campaign slogan requires the approval
of Corporate CSR! Please send the design, including
the campaign slogan and its English translation to the
Corporate CSR team (for contact information, please
refer to page 24).

0.25 X Y Very long campaign slogans may
appear in two lines
Maximum height campaign slogan
defined by the height of the left-justified NIVEA cares for family DESIGN GUIDELINES · APRIL 2013 15

word ‘family’

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2.3. LOGO ADDITIONS CO-BRANDING

When cooperating with a partner (retailer/NGO), HORIZONTAL VERSIONS 0.5 X X
the partner logo may be directly bound to the logo. X
X NIVEA cares for family DESIGN GUIDELINES · APRIL 2013 16
The partner logo can only be locked to the logo VERTICAL VERSIONS
as prescribed on this page. To meet the demands
of varying applications two versions for lock-ups
are available.

The partner logo will always be applied centered
with a distance of 0.5 X to the ‘NIVEA cares for
family’ logo within the placement area. The size of
the logo should be balanced and in proportion to
the ‘NIVEA cares for family’ logo.

The addition of a retailer’s logo requires the
approval of Corporate CSR! Please send the
design including the retailer’s logo, as well as
information concerning the retailer to the
Corporate CSR team.

0.5 X

X

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3. CLAIM TRANSLATION

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INTRODUCTION · CONTENT · NIVEA cares for family LOGO · LOGO ADDITIONS CLAIM TRANSLATION WRITTEN COMMUNICATION · CONTACTS

3. CLAIM TRANSLATION

It is possible to translate the claim of the ‘NIVEA cares for family’ logo.
For claims, the typeface NIVEA Book should be used in lower case. A second, larger type size
should be used within the claim, to emphasise the word ‘family’.
When the translation is longer, the claim may appear on three lines. To ensure legibility please
ensure that the minimum x-height of the claim is 0.5 X of the NIVEA wordmark height.
Every claim translation requires the approval of the CSR team. Please send the
translated logo, as well as the re-translation into English, to the CSR team.

0.25 X
0.5 X Minimum x-height
X

0.25 X

Claim area

0.25 X

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4. WRITTEN COMMUNICATION

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4. WRITTEN COMMU NICAATgInOiNs modic to et od utem Fugitiis cuptatem en-
ditatem hario cumque la sunt ab il ex este laturep

udigent restrum fuga. Icia ducit aut et acesequiaeWhen communicating about NIVEA‘s commitment to families in continuous

texts, the claim should only be highlighted with quotation marks. Do not use

doluptiatque vendi pratectam es et rerum ex evelendany other kind of accentuation (e.g. bold or italic) to highlight it.
amenimaxim quo ‘NIVEA cares for family’ milita-Write the brand name in upper case and‘cares for family’in lower case.
tus ut expedis audi oditinis inveliquid quid molup-The claim should be written in one line; whenever possible.

tam repeles inulles porerum quaturibea.

Agnis modic to et od utem Fugitiis cuptatem en- Epra quam que aut re, quame acias etur autet lam

ditatem hario cumque la sunt ab il ex este laturep ea porrovid eum, impos aut omnimusdae quam, si-

udigent restrum fuga. Icia ducit aut et acesequiae tamus delendit re dolupti onsequa ssimaxi mintem

doluptiatque vendi pratectam es et rerum ex evelend qui sinti to que voluptatiis ut harum voles plit eniet,

amenimaxim quo ‘NIVEA cares for family’ milita- volorrovid quam doloriam, comniet reius.

tus ut expedis audi oditinis inveliquid quid molup-

tam repeles inulles porerum quaturibea. Us, qui re omnihit acit ut reriatiis vidigni maionse

consecatis volor sanissuntio. Itas molesequi te ip-

Natiundit, sum audandae alignimi, as rendae nestem sandicid quatis volorpos apiet qui berempo reictae

ad magnam, te pa cus eos si beat eicipsamus plicia stotatiur, ut que recum re perro beatem cus que in

dolupie ntiati volorestiste sequo vendi deliqui peleseq uidendi aliciunt quossitia nis nonsequas

Example usage of the NIVEA brand with the claim in written comqmuuisneicxaptliiotanquam adi sus eaqui voluptatem faccae

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5. CONTACTS

Beiersdorf AG Beiersdorf AG
Christiane Hölscher Peer Petersen
Corporate Social Responsibility Corporate Social Responsibility
[email protected] [email protected]

NIVEA Family Design Guidelines NIVEA Family Design Guidelines
NIVEA Family Marketing & Communication NIVEA Family Marketing & Communication
NIVEA Family Social Projects (NGO Partnerships) NIVEA Family Social Projects (NGO Partnerships)
NIVEA Family Employee Activation NIVEA Family Employee Activation

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