Best price. Reliable quality.

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1 Brand Overview Positioning Statement: Best price. Reliable quality. One Sentence Description: Brand Attributes: A collection of dependable foodservice basics at a value our customers can appreciate. Basic foodservice products. Best everyday price. Reliable quality Gordon Food Service. All rights reserved /Brands Page 1

2 Acceptable name representation: First mention of brand name in text: Kitchen Essentials Second and subsequent use: Kitchen Essentials Unacceptable name representation: GFS Essentials KE Gordon Essentials Brand Name Represented 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 Kitchen Essentials 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. Page 2

3 Brand Logo: Key Elements and Basic Physical Characteristics "Kitchen" Kitchen Art Highlight Marks "Essentials" Illustrated to the left are the key elements that make up the Kitchen Essentials logo. The "Kitchen Art" consists of a pear, wire whisk, measuring cup, and strawberry. It is black with shades of gray rendered in. Highlight marks accent the kitchen art on both sides. It is created with an outward swoosh of PMS 158C and a black shadow. The swoosh is widest near the kitchen sketch and tapers down to a fine point. The word "Kitchen" is in upper case and is placed directly below the sketch, and is set in black type with Goudy Bold font. The word is sized so the "I" in "Kitchen" is exactly 36% of the size of the "I" in "Essentials". The word "Essentials" is in upper case and is at the bottom of the logo. It is made up of PMS 158C with a black drop shadow and uses Berkeley Old Style Medium The Kitchen Essentials logo should never be recreated. Electronic art files of the Kitchen Essentials logo are available in the following formats:.eps,.jpeg, or.wmf. Tagline When space permits, the tagline Best Price. Reliable Quality. 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 Kitchen Essentials logo is made up of two spot colors: PMS 158C and Black. PMS 158C Black No substitutions are permitted. Page 3

4 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 Kitchen Essentials 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 Kitchen Essentials logo that must remain free of type and specific graphic elements. The height or width of the registration symbol determines the measurement used on all four sides of the logo to create the clearance area. No competing background element is allowed to come within the equivalent of the height of width of the registration symbol. The clearance area is indicated by the empty space around the logo. Logo Registration Symbol The Kitchen Essentials 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 must always be black. The size of the registration symbol is approximately the width of the letter "E" in the word "Kitchen". Using the Helvetica Bold font, the placement of the registration symbol is top aligned and set off to the right of the last "S" in "Essentials". It is the distance from the furthest left of the letter "R" to the furthest right of the circle surrounding the "R". Page 4

5 Unacceptable element modifications: 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. Modifying elements or type of the logo. Moving, resizing, or deleting the registration symbol. Stretching or condensing the logo. Unacceptable color modifications: Misapplication of logo colors. Reversing the colors. Unacceptable logo applications: Allowing graphic elements to cover or obstruct the logo. Placing a shape around the logo. Page 5

6 Acceptable Logo Backgrounds The Kitchen Essentials logo is placed on the a white or PMS 7401C tan background. Tekton Oblique Used for headers and main descriptors. Goudy Old Style Used for headers and main descriptors, as well as body copy. Approved Fonts The fonts shown to the left are the only fonts to be used for Kitchen Essentials marketing materials. Catull Used for body copy. Add Fonts: ITC Stone Sans Bold - POS ITC Stone Sans Medium - POS ITC Stone Sans Regular - POS Garamond Regular - POS Page 6

7 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 Kitchen Essentials 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 Kitchen Essentials brand. FOOTER Distributed exclusively by Gordon Food Service Gordon Food Service (800) gfs.com Sample Kits Sample kits are not used for the Kitchen Essentials brand. Page 7

Photography Standards For Kitchen Essentials, marketing materials are not typically developed.

Each product within a family is shot a similar fashion.

Paper napkins or checkered tablecloths are often used, but not required. Alcoholic beverages are not to be utilized unless it further supports the product application.

8 Photography Standards For Kitchen Essentials, marketing materials are not typically developed. However, instances where Kitchen Essentials products are featured, the following standards will apply. The Kitchen Essentials brand does not utilize photography for packaging or ecommerce supporting images. Kitchen Essentials photography portrays the feeling of a diner or picnic environment. The shot is not upscale, does not feature trendy dishes, and does not reflect imagery of higher quality than GFS Brand photography. The focal point of the shot is the primary product. Each product within a family is shot a similar fashion. Background & Dinnerware The product is shot on white or plastic dinnerware and placed on a light-colored Formica or light wood, representing a simple, plain background. Paper napkins or checkered tablecloths are often used, but not required. Alcoholic beverages are not to be utilized unless it further supports the product application. Lighting The lighting is flat. It is not dark and moody, and it does not capture shadows. It is not light, airy, or too bright. Ingredients & Fresh Cues Kitchen Essentials photography does not feature product ingredients or fresh cues. However, a minimal amount of complementary props or sides can be used to complete the shot. For instance, disposable cutlery, paper napkins, or small side options are common. Fresh bean or alfalfa sprouts are never utilized in product photography. The background is very simplistic and not overly cluttered. Page 8

BRAND STYLE GUIDE External 07/ 2011

BRAND STYLE GUIDE External 07/ 2011 TABLE OF CONTENTS understanding the brand 01 What is a brand? 01 Why are guidelines needed? 01 Who should use these guidelines? 01 How should they be used? 01 Brand