CR7 Drive Campaign Guidelines - PDF Free Download

Table of Contents Overview 3 Manifesto 4 Approved Headlines and Usage 5 Cristiano Ronaldo imagery 6 Look and Feel 7 Textures 8 Best Practies for imagery 9 Visual Assets 11 Best Practices for visual assets 13 Typography 14 Campaign Assets 15 Print Posters 16 Print Flyers 18 Digital Herbalife.com 19 Digital HerbalifeSports.com 21 Digital MyHerbalife.com 22 Digital Facebook 23 Digital Twitter 24 Digital Member Email 25 Event PPT 26 Event Accessories 28 TABLE OF CONTENTS Note: Trademark status and regulatory disclaimer language is subject to change. For this reason, legal approval of materials is required. Trademarks are registered in each market separately; consult the director, Regulatory & Government Affairs & Intellectual Property (Home Office) for the correct trademark symbols (example:, TN, TM-MC, -MD), if any, and for attribution statements when the marks belong to entities other than Herbalife companies. The usage rules in these guidelines provide global direction. 2

Overview Style Guide Overview This guideline will provide direction on how to successfully implement graphics and branding elements for the new Herbalife24 CR7 Drive product launch. The goal is to create a globally consistent look and messaging for this campaign. OVERVIEW 3

Manifesto DRIVE YOUR DESTINY Drive Your Destiny is about that little something extra that pushes you beyond limits, into unchartered territory. It s about the bold choices we make that embrace risk, inspire courage and drive you further. Drive you towards perfection. For Cristiano Ronaldo, it s about the 7% of pure talent that s seemingly beyond reason. For the CR7 brand, and the product, it s about driving science and innovation further, beyond the competition, uncovering new ways to think about performance and response. Drive Your Destiny reminds us that we are all in the driver s seat, and that we all need a little something extra something magical to pull out of ourselves when the going gets tough. 4

2015 Herbalife. All rights reserved. USA. #920649 ID11311 7/15 2015 Herbalife. All rights reserved. USA. #920649 ID11311 4/15 7/15 2015 Herbalife. All rights reserved. USA. #920649 ID11311 7/15 4/15 CR7 DRIVE Campaign Guidelines Tone and Manner The voice of CR7 Drive is highly motivational and inspirational, with a touch of edginess. It is all about driving your dreams, goals and physical abilities to new heights, helping you reach your ultimate destiny. Visual and verbal communication is always positive never negative encouraging you to give that little bit extra in your quest for greatness. It is also bold and action-oriented, with phrases like Drive your Destiny compelling you to stop dreaming and take action. While Crisitano Ronaldo is the celebrity face of the brand, CR7 Drive is for any athlete. As such, the CR7 Drive tone is always inclusive and empowering. USE THIS GRID AS YOUR GUIDE Please use the grid on this page to guide you in marketing CR7 Drive in your region. The headlines provided have been fully approved and can be used for different assets, based on where they fall in the communication spectrum. For example, if you re creating a more inspirational advertisement, draw from the title options on the right side of the grid. If your advertising piece is more informational/product-focused, pull from the left side. BRAND-BUILDING DRIVEN BEYOND IMAGINATION Cristiano ronaldo herbalife-sponsored athlete INTRODUCING CR7 DRIVE Sports Drink Advanced hydration and fuel for your active lifestyle Approved Headlines and Usage Drive your destiny Go beyond How do you drive your destiny? Fuel your drive to destiny Find your destiny Believe in yourself. Drive your destiny. Own your destiny Driven beyond imagination Driven beyond possibilities Driven beyond science #CR7DRIVE INFORMATIONAL INSPIRATIONAL A contemporary take on traditional sports drinks Advanced hydration for those driven to destiny Traditional sports drinks redefined We ve redefined sports drinks The new look of advanced hydration ADVANCED HYDRATION FOR THOSE DRIVEN TO DESTINY INTRODUCING CR7 DRIVE OR NO SWEETENERS ARTIFICIAL FLAVORS BIOAVAILABLE ELECTROLYTES ADVANCED HYDRATION FOR THOSE DRIVEN TO DESTINY INTRODUCING CR7 DRIVE NO ARTIFICIAL FLAVORS OR SWEETENERS BIOAVAILABLE ELECTROLYTES CARBOHYDRATES FOR ENERGY SUBTLE, REFRESHING FLAVOR FOR MORE INFORMATION VISIT HERBALIFE24.COM. Drive on How far will drive take you? Drive past impossible Let science drive you further Fuel your drive to destiny Driven by science Driven by imagination CARBOHYDRATES FOR ENERGY SUBTLE, REFRESHING FLAVOR The future of advanced hydration FOR MORE INFORMATION VISIT HERBALIFE24.COM. Cristiano ronaldo herbalife-sponsored athlete #CR7DRIVE PRODUCT-FOCUSED 5

Imagery Cristiano Ronaldo Cristiano Ronaldo We are excited to have the opportunity to feature world-famous athlete Cristiano Ronaldo in our CR7 Drive assets, as his dedication and determination are a true reflection of the brand. We encourage you to take advantage of all of the approved images of Ronaldo that are available to you. These include images from the specific photo shoot shown on the left, where Ronaldo is wearing white shorts and a white shirt with Herbalife Nutrition written across the chest. We will let you know when new, approved images become available. Keep in mind that action-oriented, candid shots are always preferred to static, posed shots of Ronaldo. For example, it is best to show him playing his sport or celebrating the moment, rather than staring and smiling into the camera. 6

Look and Feel PMS 552 c26 m9 y9 k0 The CR7 Drive campaign is brought to life through a number of bold, energetic design treatments, as shown below and on the next page. Textures should always be used in tandem, since separating them would minimize the effect and sacrifice brand consistency. PMS 5405 c74 m47 y33 k7 PMS 1795 c9 m98 y93 k1 WHITE c0 m0 y0 k0 Primary Colors Bold, primary colors are used throughout CR7 Drive assets to match the personality of the brand. The bright red conveys intensity, the gray tones add a modern edge, and the white acts as neutral, balancing anchor. Pastel colors should be avoided as they convey passivity rather than the bold, driven spirit of CR7 Drive. BACKGROUND BORDER RED PAINT BRUSH TEXTURE DARK PAINT BRUSH TEXTURE 7

CR7 DRIVE Campaign Guidelines Textures BACKGROUND: The background consists of two shades of blue a lighter blue for the background base layer, and a darker blue (an abstract shape with watercolor and paint brush textures) to cover the majority of the layout. BORDER: The border is the top-most layer and is used to accentuate all textures and provide a finishing touch to seal in the final art. Due to the granular details, use discretion when using borders for web or small formats. RED PAINT BRUSH TEXTURE: Two different paint brush textures are used to accentuate Cristiano Ronaldo s movement. The red texture is a mixture of dry paint brush with elongated strokes and watercolor brushes. The color and motion accentuate the idea of drive within the visual. DARK PAINT BRUSH TEXTURE: The charcoal texture separates Ronaldo s image from the red to give it another layer of depth and shadow to the movements. The elements are more subtle and are not exaggerated like the red texture. REFLECTING COLOR SHADOW ON RONALDO: To make the concept art more believable in an abstract space, red light is reflected on the shadow side of Ronaldo. COLOR TREATMENT ON RONALDO: The image is treated to have a widening contrast and sharpening with a cooler cast. 8

CR7 DRIVE Campaign Guidelines Imagery Best Practices DO DON T Ronaldo should always be the most dominant image. All textures to support. All brush effects supporting Ronaldo should be proportionately reduced according to image of Ronaldo. DO NOT use without the red brush effect. DO NOT use without the dark brush effects between the Red and Ronaldo. Ronaldo should be the dominant image, not textures. Motion of Ronaldo is important and the brush effects should accentuate these movements. All brush effects should follow the dominant direction of movement. DO NOT extend/reverse out the dark or red brush effects away from Ronaldo s motion. It should also not look like a separate object. DO NOT use without the dark or red brush effects under Ronaldo. 9

CR7 DRIVE Campaign Guidelines Imagery Best Practices DO When there is no action movement of Ronaldo, the brush effects should be subtle and minimal. The brush effects can be used subtlely behind the product, when Ronaldo is not present. DON T Background brush effect can be lightened to accommodate copy. DO NOT separate the red and dark brush textures nor use them independently. DO NOT exaggerate or create nonexistent motion with brush textures. DO NOT create exaggerated brush effects. DO NOT use dark texture without red texture. Red texture should always be most dominant. DO NOT use without the dark or red brush effects under product, when Ronaldo is not present. 10

Visual Assets Like Hydrate or Prolong, CR7 Drive is a product within the Herbalife24 product lineup. As such, the CR7 Drive lockup should only be used in the same way you treat those other product names. Herbalife24 should always appear as the brand and CR7 Drive as a product. Herbalife24 Logo Herbalife24 logo is mandatory and must be visible on all assets when used in conjunction with the CR7 Drive lockup. In heirarchy, this logo should have the most dominant presence, if not mentioned as the first read before CR7 Drive. CR7 Drive Lockup CR7 Drive is not a logo and should only be used with Herbalife24 logo at all times. LOCKUP B CR7DRIVE Lockup A can only be used on packaging labels and promotional items only. However, it can be used as shown in Lockup B, using Herbalife24 typeface, Eurostile Extended, or also using the campaign typeface, Uni Sans, in Lockup C. LOCKUP A LOCKUP C 11

Visual Assets DRIVEN BEYOND IMAGINATION Type Treatment The usage of geometrical characters and lighter type weights give a sense of modernity and advancement. The font is crisp, clear and legible to reflect the nononsense aspect of the brand. This also aligns with who Cristiano Ronaldo is and how CR7 Drive is a reflection of what he stands for. Marketing messages are in all cap letters in the campaign typeface: Uni Sans. Signature Cristiano ronaldo herbalife-sponsored athlete When space and legibility allows for it, add Ronaldo s signature and partnership level to any collateral and/ or marketing materials. This will add an extra level of trust, credibility and approachability to the brand. 12

CR7 DRIVE Campaign Guidelines Visual Assets DO Best Practices DON T Introducing CR7DRIVE H24 logo should be the first read, although not dominant on the layout. DO NOT usecampaign without any branding. At the least, H24 logo must be present. DO NOT use this CR7 Drive lockup for packaging on collaterals. Only allowed on promotional and packaging label only. DO NOT use the CR7 Drive lockup without H24 logo present. DO NOT use the CR7 Drive lockups in excessive ways. Maintain and be consistent with one look on single layout. DO NOT overlap logo or any other visual assets on top of Ronaldo s image. CR7DRIVE Herbalife24 logo must be always present. May not use CR7 Drive lockup. DO NOT use the CR7 Drive without H24 logo present. 13

Typography Headlines UNI SANS REGULAR (UPPERCASE) ABCDEFGHIJKLMNOPQRSTUVWXYZ Sub-Heads and Body Copy Uni Sans Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Uni Sans Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Uni Sans Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz DJB About a Boy ABCDEFGHIJKLMNOPQRST UVWXYZ abcdefghijklmnopqrstuvwxyz PowerPoint and Word Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 14

Campaign Assets

Print Posters A DRIVEN BEYOND IMAGINATION Required Elements E A B Headline Rotated at 30 Font: Uni Sans (Light) Watercolor Background C Signature Font: DJB About a Boy (Regular) D Logo B E Ronaldo Photo C Cristiano ronaldo herbalife-sponsored athlete INTRODUCING CR7 DRIVE Sports Drink Advanced hydration and fuel for your active lifestyle F F G Copy Font: Uni Sans (Regular) Product D G 2015 Herbalife. All rights reserved. USA. #920649 ID11311 7/15 #CR7DRIVE 16

Print Posters ADVANCED HYDRATION FOR THOSE DRIVEN TO DESTINY INTRODUCING CR7 DRIVE NO ARTIFICIAL FLAVORS OR SWEETENERS BIOAVAILABLE ELECTROLYTES CARBOHYDRATES FOR ENERGY SUBTLE, REFRESHING FLAVOR ADVANCED HYDRATION FOR THOSE DRIVEN TO DESTINY FOR MORE INFORMATION VISIT HERBALIFE24.COM. INTRODUCING CR7 DRIVE NO ARTIFICIAL FLAVORS OR SWEETENERS BIOAVAILABLE ELECTROLYTES CARBOHYDRATES FOR ENERGY SUBTLE, REFRESHING FLAVOR Cristiano ronaldo herbalife-sponsored athlete 2015 Herbalife. All rights reserved. USA. #920649 ID11311 7/15 4/15 #CR7DRIVE FOR MORE INFORMATION VISIT HERBALIFE24.COM. 2015 Herbalife. All rights reserved. USA. #920649 ID11311 4/15 7/15 17

CR7 DRIVE Campaign Guidelines Print Flyer Formats Letter Sized InDesign Word INTRODUCING INTRODUCING CR7 DRIVE CR7 DRIVE NO ARTIFICIAL FLAVORS OR SWEETENERS BIOAVAILABLE ELECTROLYTES CARBOHYDRATES FOR ENERGY SUBTLE, REFRESHING FLAVOR FOR MORE INFORMATION VISIT HERBALIFE24.COM. FOR MORE INFORMATION VISIT HERBALIFE24.COM. CR7 Drive Acai Berry #0000 $00.00 CR7 Drive Acai Berry #0000 $00.00 Cristiano Ronaldo Cristiano ronaldo herbalife-sponsored athlete 2015 Herbalife. All rights reserved. USA. #920649 ID11311 7/15 NO ARTIFICIAL FLAVORS OR SWEETENERS BIOAVAILABLE ELECTROLYTES CARBOHYDRATES FOR ENERGY SUBTLE, REFRESHING FLAVOR Herbalife-Sponsored Athlete #CR7DRIVE 2015 Herbalife. All rights reserved. USA. #920649 ID11311 7/15 #CR7DRIVE 18

Digital Assets Herbalife.com Slider - 2242 x 1002 Promo - 1022 x 400 19

Digital Assets Herbalife.com Banner - 610 x 320 Module - 255 x 160 20

Digital Assets HerbalifeSports.com Header - 660 x 339 21

Digital Assets MyHerbalife.com Slider - 620 x 350 Promo - 300 x 120 Ad - 940 x 215 22

Digital Assets Facebook Cover - 851 x 315 General - 1000 x 1000 23

Digital Assets Twitter 575 x 245 24

Digital Assets Member Email 600 x 200 25

Event Materials Powerpoint Powerpoint Template Powerpoint Title Page Required Elements for Title Page A A Herbalife24 Logo B Header Bar C C Title E D Subhead D E Product F Herbalife Logo F G G Tagline H Footer Texture H 26

CR7 DRIVE Campaign Guidelines Event Materials Powerpoint 27

Event Materials Accessories Logo Usage If space and legibilitiy allows, both Herbalife24 logo and CR7 Drive lockup must be visible on the same side, as shown on the water cooler and the water bottle. Only when and if the physical objects are too small to have visible and legible branding can the logo and lockup be printed on either side, as shown on the small water cup. 5 Gallon Water Cooler Water Bottles APPAREL Apparel incorporating Cristiano Ronaldo or CR7 without direct approval from Ronaldo s management team is NOT ALLOWED. Please consult with Worldwide Marketing for further guidance. FRONT BACK Small Water Cups 28