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V 1.14/2009

Far CoastVisual Identity System and Execution Guidelines

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V 1.14/2009

VIS USAGE REQUIREMENTS

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V 1.14/2009

SECTION:VIS USAGEREQUIREMENTS

Trademark/Marketing Legal Lines

An appropriate trademark symbol or legend (for

example, ®, ™, TRADEMARK REGD., MARCA REG.,

MARQUE DEPOSEE, etc.) should appear legibly at least

once in connection with the FAR COAST trademarks,

logo, blend names and slogan, and should accurately

reflect whether the marks are registered in the country

in which the materials will be used. The position of the ®

or ™ symbol accompanying the FAR COAST logo should

be at the bottom right corner of the ‘T’ in the FAR COAST

logotype and in approved placements for the other

marks. Magazine and newspaper advertising are NOT

required to include a trademark ownership statement.

ONLY when BB is established as a separate legal entity,

can trademark ownership statements such as “FAR

COAST, the FAR COAST logo, the FAR COAST blend

names and TASTE. WELL TRAVELLED™ are trademarks

and service marks of [________]” be used. All proposed

legal lines should be reviewed and approved by your

Group Trademark, Marketing and/or Operations Counsel.

Copyright Notice

Copyright notice is not required or recommended for

FAR COAST as we do not want to be directly associated

with COCA-COLA in the minds of consumers. Any

collateral that goes into the hands of the consumer

should not directly convey the relationship between FAR

COAST and TCCC.

When BB is a separate legal entity, as in the cases of

Norway and Singapore, a copyright notice should appear

on all executions where

possible. All proposed copyright notices should be

reviewed and approved by your Group Trademark,

Marketing and/or Operations Counsel.

Logo and Logotype

The FAR COAST logo should be used exactly as shown

in these Guidelines. The logo should not be distorted,

manipulated, cropped, obscured or altered. It should

always be proportionally correct. All blend names and

the slogan TASTE. WELL TRAVELLED™ should also be

used only in approved fonts and presentations.

Local Development of Illustration Elements

It is acceptable to create cultural illustration elements

and expressive illustration elements locally to enhance

the relevance of the FAR COAST VIS in your local market.

All locally-developed elements must be consistent with

and support the brand strategy and must be approved by

local legal counsel and the global brand team prior to use.

Unless required by local laws and regulations, the words

appearing in the logotype should not be translated into

other languages.

Any final graphics based on the materials included on the

artwork disk, as well as any proposed addition of icons to

those contained on the artwork disk, must be reviewed

and approved by the appropriate SBU Trademark

Counsel for your region prior to use.

Any variations from these Guidelines must be approved

by appropriate representatives of both the marketing and

legal functions of the Company prior to use.

VIS Usage Requirements

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V 1.14/2009

Elements are the “building blocks” of the FAR COAST visual identity system.

Consistently using a common set of elements enables integrated

marketing communications (IMC) and maximum system scale.

ELEMENTS

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SECTION:ELEMENTS

Whenever possible, the FAR COAST primary logo should

be used in all brand communications. The primary logo

may be used on either a white background or a brown

background. This artwork may not be altered without

prior consideration and approval. Consult with your

legal team to see if the ™ symbol is appropriate for your

market or another symbol such as ® or © should be used

in its place.

Elements: Primary Logo

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SECTION:ELEMENTS

Whenever possible, the logo from the previous page

should be used. Variations of the FAR COAST logo

and logotype are provided to allow flexibility while

maintaining consistency. Different file options with

different ™ symbol sizes are provided. When using other

symbols in place of the ™ such as © or ®, please size the

symbols using the ™ as reference.

Elements: Colour Logo Variations

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SECTION:ELEMENTS

Black and white variations of the logo should be used

only when restrictions will not allow printing full colour.

Elements: Black & White Logos

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The FAR COAST tagline and coffeeteacocoa signature

should be used in conjunction with the FAR COAST logo.

Refer to the next pages for usage examples of the tagline

& signature with the FAR COAST logo. When using the

tagline in small or large sizes, please adjust the size of the

TM symbol accordingly.

SECTION:ELEMENTS

Elements: Tagline & Signature

Taste. Well travelled.™

coffeeteacocoa

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SECTION:ELEMENTS

Whenever possible, the tagline and/or signature should

appear in conjunction with the logo in one of the

following lockups.

Elements: Tagline with Logo and/or Signature

Taste. Well travelled.™ Taste. Well travelled.™Taste. Well travelled.™

Taste. Well travelled.™ coffeeteacocoa Taste. Well travelled.™

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Dark brown is the dominant and critical colour of the

FAR COAST identity. It communicates sophistication and

the premium aspects of the brand. White is the second

most dominant colour while the orange and aqua are

used to accent and contrast with the dark brown and

white. These colours should be used in all brand specific

communications.

SECTION:ELEMENTS

Elements: Colour Palette

PMS 172

75% PMS 172

C –M 66Y 88K –

R 240G 75B 35

PMS 7533

90% PMS 7533

C –M 22Y 85K 85

R 51G 41B 22

PMS 7466

80% PMS 7466

C 70M –Y 23K –

R –G 178B 194

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SECTION:ELEMENTS

The way typography is used within communications

helps convey the FAR COAST style in a clear and

consistent manner. The Rockwell family is the selected

and primary type face for FAR COAST. A secondary

type face, Gotham, which can be used for headlines

where Rockwell has been selected for body copy is also

approved. The word FAR COAST should always appear

in capital letters when it is being used outside the logo

treatment in headlines or copy.

ROCKWELLABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

ROCKWELL REGULARABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

ROCKWELL BOLDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

GOTHAM BOOKABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

GOTHAM MEDIUMABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

GOTHAM BOLDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Elements: Typography

These fonts have been provided to you with this VIS in order to accurately represent the design; however, the Gotham fonts are owned by Hoefler & Frere-Jones and have not been licensed for global use. You can obtain a license to use these fonts by visiting www.typography.com/.

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Each blend has a custom pattern associated with it.

The patterns should be used in conjunction with

information about the specific blend.

SECTION:ELEMENTS

Elements: Blend Patterns

COFFEE

ART HAUS

BELEGANTE

SOFISTRO

TEA

FOXHALL

ZWINA

COCOA

REVERIE

PANCHAI

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Each blend has a corresponding 1 colour pattern version

of its colour pattern. The 1 colour patterns are generally

used tonally in application.

SECTION:ELEMENTS

Elements: 1 Colour Blend Patterns

COFFEE

ART HAUS

BELEGANTE

SOFISTRO

TEA

FOXHALL

COCOA

REVERIE

ZWINA

PANCHAI

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SECTION:ELEMENTS

Steam pattern should be used sparingly and is primarily

used in three dimensional interior applications, such

as a wall pattern. The pattern should be subtle in its

application and should never take on it’s own colour but

appear as a tone-on-tone graphic. It can be used on the

FAR COAST aqua, off-white, or FAR COAST brown, and it

can be executed on material, such as a carving, emboss,

varnish, print, stamp, deboss, or metallic.

Elements: Patterns-Steam

COFFEE TEA COCOA

coffeteacocoa

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The logo should always be larger in height to the patterns

it is locking up with. The patterns may stagger in distance

from one another but the smallest distance between

them should always be constant. For horizontal pattern

applications with logo no more than one row should ever

be used. The FAR COAST aqua and brown may be used

in the pattern applications but no other colours should

be used.

SECTION:ELEMENTS

Elements: Patterns - Structured Blend with Logo

HORIZONTAL EXAMPLE WITH LOGO

HORIZONTAL EXAMPLE WITH STEAM-PATTERN

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SECTION:ELEMENTS

The patterns may also be applied without the logo. The

same rules apply to these applications.

For horizontal applications no more than two rows should

be used. The top row should always be greater or equal

in height to the second row. For vertical applications, no

more than two or three rows should be used.

Elements: Patterns - Structured Blend without Logo

HORIZONTAL EXAMPLE WITHOUT THE LOGO

HORIZONTAL EXAMPLE WITHOUT THE LOGO

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The tonal patterns follow all the exact same rules as the

colour pattern applications (please refer to the previous

two pages and the examples). The only difference is they

are tone-on-tone applications. It is important the tonal

applications are used in a subtle manner, never assuming

their own colour. The applications can be printed as a

varnish or metallic, carved out wood or other materials,

embossed, or debossed. When the tonal applications are

printed tone-on-tone they should always be printed on

the FAR COAST aqua or brown. If they are ever printed

as a metallic they should be printed in metallic silver

(PMS 877C).

SECTION:ELEMENTS

Elements: Patterns - Structured Blend (Tonal)

HORIZONTAL EXAMPLE ON BROWN

HORIZONTAL EXAMPLE WITHOUT THE LOGO IN GREY

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SECTION:ELEMENTS

FAR COAST is committed to sourcing coffee in ways that

take into consideration the interests of coffee farmers

and their communities. As part of that commitment, FAR

COAST offers Fair Trade and Rainforest Alliance Certified

coffee blends. The BELEGANTE blend is the only coffee

that is Fair Trade Certified and should always appear with

the appropriate Fair Trade logo.* Art Haus and Boranna

are Rainforest Alliance Certified** and should always

appear with the appropriate logo.

FAR COAST offsets its CO2 emissions from b-discs™ and

machine energy with The Carbon Neutral Company.†

* Usage of the Fair Trade Certified logo must be approved by Transfair Canada. Please refer to the standards posted at http://transfair.ca/

**Usage of the Rainforest Alliance Certified logo must be approved by the Rainforest Alliance. Please refer to the standards posted http://www.rainforest-alliance.org/

†Usage of The Carbon Neutral Logo can be found at http://www.carbonneutral.com/

Elements: Fair Trade Logo, Rainforest Allianceand The Carbon Neutral Company Logo Usage

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ELEMENTS:VANCOUVER 2010

Elements: Vancouver 2010 Olympic Winter Games

FAR COAST is a Proud Partner of the Vancouver 2010

Olympic Winter Games.

Always include appropriate designation

‘Proud Partner’ for Far Coast

Always ensure that VANOC legal line is included:

Short version: ™ © 2005, VANOC.

Long version: ™ Trademark © Copyright 2005,

Vancouver Organizing Committee for the 2010 Olympic

and Paralympic Winter Games. All Rights Reserved.

Always reference it as ‘Olympic Games’ or ‘Olympic

Winter Games’ NOT the ‘Olympics’

Always reference it as City + Year + Olympic + (Winter) + Games‘Vancouver 2010 Olympic Winter Games’ not ‘2010 Olympic Games’Short form ‘the 2010 Winter Games’

All materials using the Vancouver 2010 Olympic Winter Games logo, must be submitted to VANOC for approval before usage. Please refer to www.olympicmarketing.com

PROUD PARTNERFIÈRE PARTENAIRE

PROUD PARTNERFIÈRE PARTENAIRE

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EXECUTON EXAMPLES

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SECTION:EXECUTIONEXAMPLES

There are three different sizes of FAR COAST cups. Each

cup is printed with a logo on both the back and front of

the cup. The logo is locked up in a unique configuration

of blend patterns spanning the circumference of the cup.

The cup is an important brand banner for FAR COAST

and captures the essence of the brand elements.

Each cup has a unique inner sleeve and is made with a

minimum of 12% post-consumer recycled material.

Execution Examples: Cups

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SECTION:EXECUTION EXAMPLES

Ceramic cups are also available at FAR COAST locations

to help reduce waste. The white cups are printed with the

FAR COAST logo in PMS 7533 brown.

Execution Examples: Ceramic Cups

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READY-TO-USE CONCEPT STORE MODEL

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READY-TO-USE: MENU BOARDS

The menu board presents the blends to the consumer in

an orderly, simple manner allowing for quick selection

and facilitation of the ordering process. The menu varies

from market to market depending on product offerings

and can be reconfigured to fit into different fixturing

systems.

Ready-to-Use: Menu Board