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one voice
guideline
12th JuLY 2013
The Clearing
Format Updatable folder/binder
-Magnetic cover.
(Distributed vacuum sealed in clear plastic or foil)
Format Updatable folder/binder
-Magnetic cover.
(Distributed vacuum sealed in clear plastic or foil)
Brand toolkit and guidelines
Hello
1.0 Basic Elements
2.0 Logos
If you’re reading this, you’re one of the team
3.0 Typography helping to bring the Tesco brand to life.
4.0 Tone of Voice
5.0 Colours
Welcome on board.
6.0 Photography
7.0 Chevron
As we continue to evolve as a business, it’s
8.0 Illustration more important than ever to look and sound
9.0 Iconography
10.0 Ping
like one Tesco. Wherever and whenever
11.0 Applications anyone comes into contact with us, we want
12.0 Preferred Suppliers
their experience to be consistent. And getting
that right starts with each and every one of us.
So take good care of our brand, help people
fall in love with it just like we have and - most
importantly - make sure you have some fun
along the way.
1.0 Basic Elements Logo
Chevron Presentation
Presentation Recycle
Presentation
Presentation
Sub line should be kept
short and succinct.
Illustration
Iconography Ping
2.0 Our Logo
Show them
1.0 Basic Elements
2.0 Logos
3.0 Typography
who we are
4.0 Tone of Voice
5.0 Colours
6.0 Photography
7.0 Chevron
Our logo is the most visible and
8.0 Illustration recognisable part of our brand. And
9.0 Iconography we’re proud of it.
Positioning
The logo should be positioned top left
or bottom right wherever possible.
It can also be placed in the middle at
the bottom on communications with
centred layouts.
2.3 Secondary logo usage
1.0 Basic Elements Reversed logo
As you know, we use our logo consistently
2.0 Logos in its original colour across the vast majority
3.0 Typography of our applications. But if necessary, it can
also be reversed out of a single colour from
4.0 Tone of Voice our secondary colour palette. We never use yellow,
as there’s a risk this could devalue our logo.
5.0 Colours
6.0 Photography
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping It can also be used along with our
11.0 Applications ‘Every little helps’ device.
Logo on photography
In some cases – again limited to campaigns – we
can use a white version of our logo on images.
As long as it’s placed on a clear area with enough
contrast so that it’s easily visible.
CAMPAIGN
USE ONLY
2.4 Logo - things to avoid
1.0 Basic Elements When it comes to our logo
we’ve got some no-nos.
2.0 Logos
This keeps it consistent
3.0 Typography everywhere we use it.
4.0 Tone of Voice
Don’t stretch or alter the shape Don’t swap the red and blue around Don’t put any space between the type
5.0 Colours of the logo at all and chevrons
6.0 Photography
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications Don’t create a keyline version Don’t move the chevrons around Don’t skew or rotate the logo
12.0 Preferred Suppliers
TESCO
Don’t colour the logo using any of the Don’t use the Tesco wordmark without Don’t change the logo font
tints in our primary or secondary palette the chevrons
Don’t reverse the logo out of any of the Don’t recolour the logo in two different Don’t place the logo on any
tints in our primary or secondary palette colours photography that impairs legibility
2.5 Using ‘Every little helps’
1.0 Basic Elements ‘Every little helps’ is a powerful Horizontal usage
sentiment which over time has Our primary use of ‘Every little helps’.
2.0 Logos This version can be found on our
gained great resonance with
3.0 Typography customers and colleagues. To website and email mastheads.
build on this, we’re breathing new
4.0 Tone of Voice
life into the phrase - making it
5.0 Colours warmer, more relevant and more Stacked usage
accessible. It should never just be This version should be used when
6.0 Photography
seen as an ad slogan emblazoned there is not sufficient room to use the
7.0 Chevron across a wall or poster as a horizontal version.
substitute for a creative idea.
8.0 Illustration
When we use ‘Every little helps’, it
9.0 Iconography
should appear written out in full,
10.0 Ping mostly as a sign off at the end of Unlocked usage
a long piece of communication. The unlocked version can be used
11.0 Applications as long as the logo is somewhere
A good example of this is
12.0 Preferred Suppliers something that we do which on the same communication.
seems small, but which actually
helps the customer in a big way.
After all, that’s the very essence One colour version
of ‘Every little helps’.
On monochrome applications like
packing boxes , our logo should
always be in solid black or white.
Replacement usage
You may also see it with the ‘little’
replaced with a cutout image.
This is only used in campaigns as
a cheeky and memorable sign-off.
For more information about this,
please have a look at the campaign
guideline.
CAMPAIGN
USE ONLY
2.6 ‘Every little helps’ clearspace and minimum size
1.0 Basic Elements Clearspace
6.0 Photography
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications
12.0 Preferred Suppliers
Minimum size
Never make the horizontal version
smaller than 50mm. The stacked
version shouldn’t be reproduced
at less than 21mm.
50mm
When the ‘Every little helps’ device
is being used by itself, it shouldn’t
be reproduced at less than 30mm.
21mm 30mm
2.7 ‘Every little helps’ positioning
1.0 Basic Elements Positioning
Unlocked Positioning
When placing the unlocked ‘Every
little helps’ in the bottom right
corner please make sure the Tesco
logo is placed in the top left corner.
Ensure that both elements are in
the same field of vision.
If it needs to be centred on
communications, the logo and
‘Every little helps’ device can be
separated and placed at the top
and bottom of communications
respectively.
2.8 ‘Every little helps’ - things to avoid
1.0 Basic Elements ‘Every little helps’ is a key part
of our brand and shouldn’t be
2.0 Logos
altered either.
3.0 Typography
Don’t use any line or connecting device between Don’t rearrange the Tesco logo and ‘Every little helps’ device.
4.0 Tone of Voice the Tesco logo and ‘Every little helps’ device Please use the artwork provided.
5.0 Colours
6.0 Photography
7.0 Chevron
8.0 Illustration Every little helps
9.0 Iconography Don’t recolour the ‘Every little helps’ Don’t split or rearrange the words of our Don’t recreate the ‘Every little helps’
device in any other colour when using ‘Every little helps’ device device in any other font
10.0 Ping it with a standard logo
11.0 Applications
12.0 Preferred Suppliers
Don’t colour the logo using any Don’t use the unlocked ‘Every little Don’t place our logo lockup over the
of the tints in our primary or helps’ device without the Tesco logo complicated part of an image.
secondary palette somewhere on the same page
Don’t replace the chevrons in our logo Don’t rotate or skew our logo Don’t lock any other message
with our ‘Every little helps’ device and ‘Every little helps’ device up to our logo in a similar style
3.0 Typography
1.0 Basic Elements
2.0 Logos
3.0 Typography
4.0 Tone of Voice
Use type
5.0 Colours
6.0 Photography
7.0 Chevron
wisely
8.0 Illustration Don’t use typographical tricks to make
9.0 Iconography up for poor writing.
Tesco
It combines warmth and friendliness
Tesco Black
2.0 Logos
with authority and stature, allowing
3.0 Typography us to flex our tone across most of the
4.0 Tone of Voice communications we make – both in-store
and through our other channels. We’ve
Tesco Bold
Tesco Regular
5.0 Colours used this font consistently over a number
6.0 Photography of years. People recognise it as ours.
7.0 Chevron Tesco Light
8.0 Illustration DOWNLOAD THE TESCO FONT
Go to the Hub
9.0 Iconography
10.0 Ping
11.0 Applications Mari & David allows us to inject Mari & David
warmth and personality into customer
Arial
when it’s unavailable - such
as online and in emails, or
with internal applications like
Arial Bold
PowerPoint or Word. Arial Regular
3.2 Using our typefaces
1.0 Basic Elements Headlines
2.0 Logos
Headline
3.0 Typography Tesco Black
Headline
8.0 Illustration Tesco Bold
9.0 Iconography This gives us maximum standout and
clarity. It has real warmth and personality.
10.0 Ping
This is the weight we’ve become known for.
11.0 Applications Tesco Bold Primary headline weight
12.0 Preferred Suppliers
Headline
Tesco Light
This weight is more subtle than the others.
So it’s useful when we want to appear more
thoughtful, or we want to underline the
quality of something. Tesco Light
Text
Text
Tesco Regular
This is the typeface for body text across
all our channels.
Use Tesco Bold to highlight a word
within body text. Tesco Regular
Shop now
Shop now
4.0 Tone of Voice
Sounding
1.0 Basic Elements
2.0 Logos
3.0 Typography
like someone
4.0 Tone of Voice
5.0 Colours
6.0 Photography
you like
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications Our tone of voice is our personality
brought instantly to life through words.
12.0 Preferred Suppliers
It’s how we make a real connection
with our customers, colleagues and
communities.
To help us get it right we have three tone
of voice filters: Simple. Honest. Human.
They are simple yet surprisingly deep.
And just what we need to sound
consistently distinctive and recognisable.
A voice that people like and trust to tell
them what’s really what - while making
them smile.
4.1 Our tone of voice principles
Simple
1.0 Basic Elements
2.0 Logos
3.0 Typography
4.0 Tone of Voice
5.0 Colours
6.0 Photography
7.0 Chevron
8.0 Illustration
9.0 Iconography
Most people when they’re shopping in-store or
10.0 Ping
11.0 Applications
online, know what they want. They don’t have We are
the inclination to decipher long, complex or
12.0 Preferred Suppliers dull messages. So everything we say is easy to
understand and helpful. 1. Easy to understand
Don’t make information more complicated than it 2. Helpful
needs to be. Offers must make the benefit clear.
Honest
1.0 Basic Elements
2.0 Logos
3.0 Typography
4.0 Tone of Voice
5.0 Colours
6.0 Photography
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications
Give genuine advice. Be straightforward.
Point out better products or deals.
We are
12.0 Preferred Suppliers From a ‘2 for 1’ offer to a bank loan, make what
we do easy to understand. 1. Plain speaking
Don’t hide behind small print. Don’t be vague or 2. Genuine
complicated so it’s hard for customers to get the
best deal from us. 3. Brave
Share what you know. Speak plainly about what
products can and can’t do.
Human
1.0 Basic Elements
2.0 Logos
3.0 Typography
4.0 Tone of Voice
5.0 Colours
6.0 Photography
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications
We sell the everyday things that make life work.
We are
We are warm and friendly but also down to earth.
12.0 Preferred Suppliers Remember that this is two-way. We all go shopping.
We all buy insurance. We all know how we want to be 1. Passionate
spoken to.
2. Warm
So, if we want our customers to feel that they’re more
than sales targets, we need to engage with them. 3. Friendly
Talk about what’s relevant and useful to them, show
everyone our passion for what we do.
6.0 Photography
7.0 Chevron
8.0 Illustration
Things we need to say Things we love saying
9.0 Iconography
10.0 Ping
To inform and reassure To engage and excite
11.0 Applications
12.0 Preferred Suppliers
Hello
Lead with the most important fact –
don’t make people work hard to
understand the advantage.
3.0 Typography Here we dial up our human side, using simple Think about the things we see in ourselves Use the active voice and be positive.
4.0 Tone of Voice and honest in support. and recognise in others, the bits of life that
bring us together. Then write something Enjoy the language, look for
5.0 Colours The key is to find the emotions, appetites and
that’s true about them. unusual ways to say it.
thoughts we share and have in common with
6.0 Photography
our customers. Then, write something that’s true and clear Use interesting adjectives and
7.0 Chevron and taps into it with pace and playfulness. adverbs for benefits and features.
8.0 Illustration
Real people and real examples
9.0 Iconography help engage and convince.
10.0 Ping
Be personal and collaborative
11.0 Applications – that’s you and your and ours and we.
12.0 Preferred Suppliers Be informal without being over-familiar.
Potatoes fit
Bank Bank engage and link with people.
Loans Loans No jargon, sales hype or slang
Groceries
Feedback
have you have as you’re sure your audience will get it.
Fresh Food Tesco Direct Clothing Clubcard Tesco Bank
5.2% will do it
Toys
Price promise Wine by the case Watch movies Phoneshop Real shop Store opening
and TV hours
4.7 Before and after examples - Clubcard leaflet
1.0 Basic Elements Before Hello.
We’ve always believed a little thank you can go a long way. Why it’s Simple, Honest and Human
2.0 Logos
That’s why we’ve been helping our members save more on their
3.0 Typography shopping for over 15 years. The sentiments of saying thank you are right. But in
So join up today and, every time you spend with Tesco you’ll the ‘before’ example the headline comes across as
4.0 Tone of Voice
collect points, which we’ll turn into Clubcard vouchers for you
doing the customer a slightly grudging favour.
5.0 Colours to spend. On average, our members earn £25* in vouchers each
year. And many earn significantly more.
6.0 Photography The ‘after’ is lighter in tone and more
We’d love you to join us so that we can do the same for you. accessible throughout.
7.0 Chevron It’s our way of giving you something back.
Here the playfulness of ‘a little extra’ and ‘ a lot of
8.0 Illustration
difference’ is both honest and human. It’s a small
9.0 Iconography After reward, but it’s nice and helpful.
10.0 Ping Sometimes a little We’re rewarding our customers for doing what
11.0 Applications
12.0 Preferred Suppliers
extra makes quite they’d do anyway – shop with us. So it’s ‘a bit more’.
Using the ‘15 years’ suggests that over time, that
5.0 Colours APR representative on But the benefit – ‘whatever you have in mind’ –
is core. It references the freedom the loan represents
loans from £7,500 to £15,000 in enabling the customer to achieve their plans. It says
6.0 Photography
7.0 Chevron
A great low rate of 5.1% that Tesco gets it.
8.0 Illustration APR representative on The language is no longer stiff and financial –
it’s human and honest.
9.0 Iconography
loans from £7,500 to £15,000 Excess information such as ‘representative on loans’
10.0 Ping
11.0 Applications After
Whatever must-have has gone, making it simpler but no less honest.
will do it.
Whatever
Representativemust-have
on loans
you have in mind we
from £7,500 to £15,000
Representative on loans
The site for colleagues of tesco
from £7,500 to £15,000
with rhythmic
the formal
Contact Us
SEARCHwordplay,
‘introducing’
Help Feedback
the audience
IN Groceries FOR isKeywords SEARCH
8.0 Illustration
instantly intrigued and involved.
9.0 Iconography Insurance Credit Cards Loans Savings Mortgages Travel
The result is simpler and more
10.0 Ping
informative by being more human.
11.0 Applications After
Clubcard Credit Card Loans
12.0 Preferred Suppliers Introducing the balance-sorting,
points-earning16.9%
Clubcard Credit Card
From the moment you open your account, Whatever you have in mind, we think
you won’t pay any interest on purchases for 5.2% APR will do it.
16 months.
APR Borrow from £7,500 to £15,000, over
And you can collect even more Clubcard For new customers with a Tesco Home and of
a period garden
time that suits you.
5.2%
APR
CLubcard Credit Card
points when you spend outside our stores.
1 2 3 4
because it’s a reasonable thank you, not a fortune.
Cheers
referencing our wide range of wine.
we’ve responded with energy, skill and application. Adding ‘individuals’, makes it collective but also
Visit www.tescoplc.com/ar2013 to hear
undercuts any hint of arrogance or self-satisfaction.
Together
more fromwe’ve
made progress.”
Sir Richard Broadbent and
other members of the leadership team.
Sir Richard Broadbent
4.13 Top ten tips for writers
1.0 Basic Elements
2.0 Logos
Lead
1.0 Basic Elements
2.0 Logos
3.0 Typography
a more
4.0 Tone of Voice
5.0 Colours
6.0 Photography
colourful
7.0 Chevron
8.0 Illustration
9.0 Iconography
life
10.0 Ping
11.0 Applications
12.0 Preferred Suppliers
12.0 Ping them work together and stand out. supports our photography and
complementary colours.
13.0 Applications
Tesco Red Pantone 485
Contact C0 M100 Y100 K0
We use red in small doses, as an accent colour.
It’s eye-catching and also helps build brand R238 G28 B46
Hex #ee1c2e
recognition. We use it to convey infomation and
for any service offers in-store too.
2
7.4 Secondary palette - usage
16
16
7.5 Secondary palette - categories Krups Melody 3 Exclusive to
8.0 Photography
9.0 Chevron
Step 4 a Step 4 b
10.0 Illustration Recycle
Recycle Welcome
Welcome Welcome
16 16
11.0 Iconography
e’re open Kids’ drinks Long life juice Monday
8amMonday
- Midnight
24 hrs 12.0 Ping
13.0 Applications
Nice to see
Squash Energy drinks
Tuesday to Saturday
8am - Midnight
6amTuesday
- Midnight
to Saturday
From welcome signs to our As long as we use red in - Midnight White is neutral, fresh and Yellow is a very visible colour
you today
- Sat: 8am - 10pm
10am - 4pm Sunday6am
website navigation, blue is the 10am
small doses, it works as - 4pm
Sunday
an contrasting. It’s a simple that works well alongside red. It
Contact 10am - 4pm
harmacy
colour we use at all our primary accent colour for messages
Pharmacy
background for our other stands out at a distance, so we
eli Step 5 brand
(straight version)
touchpoints. We accent that help our customers
Deli
Pharmacy- like colours, creating space and use it for the offers, promotions
it with bright blue, to add a customer service signs.Deli tying them together. and value that are central to our
ishmonger Fishmonger
smattering of warmth. Fishmonger service and our brand.
utcher Kids’ drinks Long life juice Butcher
Butcher
Café
Café
afe Squash Energy drinks
5.3 Secondary palette
1.0 Our Brand Our brand comes to life for Each colour also has two tints.
customers in all kinds of ways in These lighter shades complement 15% 50% Fresh
Green
Pantone Xxxx
C00 M00 Y00 K00
2.0 Brand Architecture R000 G000 B000
all kinds of places - from stores the secondary colour, tying
Hex 000000
3.0 Basic Elements to online. And with such a broad it together with photos and
mix of products and services, products and providing a warmer 15% 50% Olive Green Pantone Xxxx
4.0 Logos C00 M00 Y00 K00
it’s vital we don’t come across as background where white could
R000 G000 B000
5.0 Typography one-dimensional and dull. Our feel stark. Hex 000000
secondary colours make sure this Remember not to mix and match,
6.0 Tone of Voice 15% 50% Turquoise Pantone Xxxx
doesn’t happen. They add life each tint should only be used with C00 M00 Y00 K00
7.0 Colours and depth to the stories we tell, the stronger version. R000 G000 B000
7.1 Primary palette helping customers to navigate Hex 000000
7.2 Primary palette - usage our products and services
7.3 Secondary palette and ensuring the Tesco brand
15% 50% Frozen Blue Pantone Xxxx
C00 M00 Y00 K00
7.4 Secondary palette - usage R000 G000 B000
experience feels more varied, Hex 000000
7.5 Secondary palette - categories fresh and friendly.
7.6 Secondary palette categories -
We need to use them carefully, 15% 50% Pale Blue Pantone Xxxx
C00 M00 Y00 K00
usage
though. They must complement R000 G000 B000
7.7 Colour - things to avoid Hex 000000
the products or photographs
8.0 Photography they accent.
15% 50% Purple Pantone Xxxx
C00 M00 Y00 K00
9.0 Chevron And as with so many things, R000 G000 B000
less is more. Hex 000000
10.0 Illustration
11.0 Iconography
DOWNLOAD OUR COLOUR PALETTE 15% 50% Burgundy Pantone Xxxx
C00 M00 Y00 K00
Go to the Hub
R000 G000 B000
12.0 Ping Hex 000000
8.0 Photography
9.0 Chevron
10.0 Illustration
11.0 Iconography
12.0 Ping
13.0 Applications When using these alongside We use our secondary palette to
an image, choose a colour that colour illustration. It adds a warmth
Contact complements and enhances and vibrancy to the stories we tell.
the tones in the image, to add
warmth and tie the two together.
Freshly clicked Freshly clicked Price Promise Shopping Delivery saver Store locator Clubcard
Freshly clicked
New season fruits and
Find out more Save 25% on cases Half price Great offers on
5.0 Colours of Champagne leg of lamb seasonal fruit and veg
6.0 Photography Try our cooking Wine by
20% off Champagne
Sometimes awith
little This weeks other great offers
kids app the case offers
7.0 Chevron
extra makes quite
Don’t forget we deliver
Save 25% on a lot of difference
8.0 Illustration
cases Try ouroffers
cooking Wine by
20%Half price
off Champagne Great on
on the
Bank Holiday Monday
9.0 Iconography of Champagne leg of lamb with kids app
seasonal fruit and veg case offers
Book your slot now
10.0 Ping
11.0 Applications Save 25% on cases Half price Great offersHeadline
on colour
Shop now
of Champagne leg of lamb seasonal fruit and veg
12.0 Preferred Suppliers
Don’t forget we deliver
on Bank Holiday Beer &Monday Cider 3 for
Festival
Book your slot now Don’t forget we deliver £21
on Bank Holiday Monday
For sharing or stocking up
Shop now
Shop now
Book your slot now Headline colour
Using colour with images
Harmonious colours Type on tints
Shop now
25% or more
When using type alongside an image,
Colour should enhance a communication So our communications look crisp andoff Champagne
choose a colour from our secondary
£21
in a communication or specific image.
This doesn’t mean we can’t have any
fun, however. Multiple colours and tints3 for
Shop now communication.
Meat
Hot Deli
Bakery
2.0 Logos
3.0 Typography
Freshly clicked
New season fruits and Fruit & Veg
Fruit & Veg
vegetables now online
and instore Apples, Pears Berries and Cherries Kiwi and Mango Plums and Apricots
-1 +
7.0 Chevron Don’t forget we deliver Tesco Bramley Apples Loose
£0.51 (£2.05/kg)
on Bank Holiday Monday Quantity
Weight
Shop now
9.0 Iconography
Beer & Cider 3 for
10.0 Ping Festival £21
For sharing or stocking up
25% or more
12.0 Preferred Suppliers Price Promise Shopping Delivery saver
off Champagne
Store locator Clubcard
National
now online and instoreVegetarian Week 2013
Great deals on baby and toddler Nappies
Baby & Toddler Wipes
Toiletries & Medicated Toiletries
Baby Milk
Baby Drinks & Smoothies
Baby & Toddler Food
Accessories
Baby Clothing
Shop now
whiteNational
they keep our brand feeling bright and fresh.
Vegetarian Week 2013
Monday 20 to Sunday 26 May Shop now
Special offers
CAMPAIGN
USE ONLY
5.8 Special Use - Colour matching
1.0 Basic Elements To make the colour in campaigns really pop, we can
2.0 Logos match them exactly with the dominant colour in an
image. It’s all about the product here - and it needs
3.0 Typography to look as appealing as possible. We only do this in
4.0 Tone of Voice campaigns, however. So please don’t colour match
anywhere else.
5.0 Colours
6.0 Photography Matching colour to cutouts
6.0 Photography
7.0 Chevron Mum of the Year campaign Examples
Colour
Colour
Seasonal
Seasonal Colour
Colour
Seasonal
Seasonal
Additional seasonal
Halloween
Halloween Valentines
Valentines Mother’s
Spring
Day Clean EasterSpring Garden Week
campaign examples
Halloween Valentines
One Voice initial principles
Day Spring Clean Easter
29
5.10 Colour - things to avoid
1.0 Basic Elements
2.0 Logos
3.0 Typography
4.0 Tone of Voice Hello Hello Hello
5.0 Colours
6.0 Photography Don’t place blue text on a red background Don’t place red text on a blue background Don’t place secondary colours on top of
7.0 Chevron each other if there isn’t much contrast
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications
12.0 Preferred Suppliers Hello Hello
Don’t place tints of secondary colours Don’t place white text on a 15% Don’t place the Tesco logo on any
on top of each other if there isn’t much tinted background 50% or 100% colours
contrast
Don’t create new colours. Stick to the Don’t tint any of our primary colours. Don’t create any gradients.
colour palette provided. Our brand only uses flat colour.
6.0 Photography
Show
1.0 Basic Elements
2.0 Logos
3.0 Typography
a slice
4.0 Tone of Voice
5.0 Colours
6.0 Photography
of life
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications If people don’t hear us first then they’re
likely to see us.
12.0 Preferred Suppliers
Carefully shot and beautifully lit, our
photography aims for a reaction.
Whether capturing a shared moment
of happiness that we can all relate to, or
drawing us in with mouth-watering food.
Our photography spans cutout product
shots, products in situ and the daily life
of which they are part. All three styles are
equally important and can happily co-exist
in the same communication.
6.1 Photography principles
Simple
1.0 Basic Elements Like the other elements of our brand, our
2.0 Logos
photography should be inspired by our
three tonal filters.
3.0 Typography
4.0 Tone of Voice We want to reflect what our products and
5.0 Colours services mean to customers. And to do this,
we need to present them as seen through
6.0 Photography our customers’ eyes.
Honest
7.0 Chevron
8.0 Illustration So our photography needs to:
9.0 Iconography - Show enjoyment of – and celebration of –
the product
10.0 Ping
- Show a meaningful (but not cheesy)
11.0 Applications moment, that’s worth capturing
12.0 Preferred Suppliers - Hero the product. Shooting it with clarity
and confidence, in natural space
- Be real, down-to-earth, unstaged and
Human
unfussy, showing signs of warm, human
influence
- Feel as though it’s happening in front
of your eyes – that you’re caught in the
moment too
- Be content and optimistic, showing that
we’ve got something for everyone
6.2 Our photography styles
1.0 Basic Elements We use three different photography
styles across all our communications.
2.0 Logos
3.0 Typography
4.0 Tone of Voice Cutout In situ Everyday life
5.0 Colours A single product against a single-colour This shows a product shot close up This roots our products firmly in the lives
background, this emphasises our passion within its surroundings, making it of our people. Customers enjoying food,
6.0 Photography
and care for the products we sell. And it’s look as appealing as possible. colleagues in-store and suppliers with
7.0 Chevron a striking way of focusing completely on their produce.
a specific product.
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications
12.0 Preferred Suppliers
Tesco 13
Contentment Optimistic
Enjoyment Not posed
Relaxed Caught in the moment
6.3 Cutout
1.0 Basic Elements Cutout photography is a great way
to give full attention to our products.
2.0 Logos Making them the star of the shot in a
3.0 Typography bold and uncompromising way.
Shoot face on, at eye level. This is
4.0 Tone of Voice confident, in a way that remains
5.0 Colours simple and graphic.
Highlights should be soft, making
6.0 Photography
the product look appealing but
7.0 Chevron realistic.
In most cases, we use a white or
8.0 Illustration
natural white background. But
9.0 Iconography to draw attention to a specific
product, service or offer, we can
10.0 Ping use a coloured background or tint.
11.0 Applications This gives additional impact to the
communication.
12.0 Preferred Suppliers
6.4 Enhancing cutout photos
1.0 Basic Elements Cutout photography principles
PLEASE SEE
PREFERRED
SUPPLIERS
6.5 In situ
1.0 Basic Elements This shows our products at their
most appealing. Whether a meal
2.0 Logos
shot to make the mouth water, or a
3.0 Typography room shot with a statement lamp
- we want to make customers want
4.0 Tone of Voice
our products.
5.0 Colours Shoot from close up, with natural
6.0 Photography light and natural angles – so the
viewer feels part of the scene.
7.0 Chevron
This is about celebrating the
8.0 Illustration product. Showing it at its best,
9.0 Iconography which doesn’t necessarily mean
at its most perfect. Think non-
10.0 Ping arranged, realistic compositions like
11.0 Applications just-picked, earthy vegetables. This
might mean showing some context,
12.0 Preferred Suppliers or the product in action. It could be
tumbling vegetables being tossed
with butter. Or fresh lemonade
being splashed over ice.
Most importantly, it has to feel real.
6.6 Everyday life
1.0 Basic Elements This is all about showing people
enjoying our products. Which means
2.0 Logos
the people we portray need to look
3.0 Typography real, not like picture-perfect models.
We want to celebrate a moment. The
4.0 Tone of Voice
more visually arresting the better.
5.0 Colours These photos should be warm, fun
6.0 Photography and inviting. If the people aren’t
looking at the camera, they should
7.0 Chevron be interacting with someone else or
8.0 Illustration one of our products. When you look
at the shots you should be able to
9.0 Iconography imagine what’s just happened or is
10.0 Ping about to happen. It’s a moment in
time that tells a story.
11.0 Applications
Shoot them in an unposed,
12.0 Preferred Suppliers unstylised way. Caught in a moment
of daily life. Again with natural
angles, lighting and viewpoints. They
could be eating or preparing food.
Photos of producers, growers and
staff should be authentic, not posed
by models. This shows the love and
attention they give to the produce,
and also reveals the real people at the
heart of our supply chain.
6.7 Photography - things to avoid
1.0 Basic Elements
2.0 Logos
3.0 Typography
4.0 Tone of Voice
5.0 Colours
6.0 Photography
7.0 Chevron
8.0 Illustration
9.0 Iconography Don’t stage cutout photography Don’t use flat cutout photography Don’t use photos of perfect food. Don’t show unhappy people, or
without a shadow Keep it realistic and down-to-earth people in unnatural locations
10.0 Ping
11.0 Applications
12.0 Preferred Suppliers
Don’t show unappetising food Don’t use cutout photos of people Don’t use staged photography Don’t show hands presenting
photography of people. products. Everybody does this
and it isn’t unique to us
7.0 Chevron
Make more
1.0 Basic Elements
2.0 Logos
3.0 Typography
of our mark
4.0 Tone of Voice
5.0 Colours
6.0 Photography
7.0 Chevron
8.0 Illustration The chevron is a hugely recognisable part of the
9.0 Iconography Tesco brand. For years it’s been in our logo and now
10.0 Ping we’re using it across other communications too.
11.0 Applications It’s a distinctive asset and truly ownable for us,
12.0 Preferred Suppliers because it comes right from the core of our brand.
Because it’s bold and unapologetic, it keeps our
communications fresh and energetic. We can
use it in different ways to tie everything together
visually. But whilst we should use it confidently,
we should also use it sparingly. If we start putting
it everywhere, it’ll erode any of its value and just
become repetitive and clumsy.
7.1 Ways of using our chevron
1.0 Basic Elements We use our chevron in three ways. To
2.0 Logos underline and draw attention to what
matters most to our customers, as a
3.0 Typography holding device for text, logos or graphics
4.0 Tone of Voice and as a dividing line to separate out text.
5.0 Colours
6.0 Photography
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications
12.0 Preferred Suppliers
Underline Tabs Dividing line
Presentation
Presentation
Sub line should be kept
short and succinct. Presentation
Presentation
Sub line should be kept
short and succinct.
Recycle
Rec
Sub line should
Sub be keptbe kept
line should
short and succinct.
short and succinct.
The chevron can be used Short tab Medium and long tabs This is another option in
to underline something A tab can hold our product This is a longer version of the tab, our toolbox, for when we
that matters to customers, brands such as ‘Everyday which we use to insert headlines want to use a more subtle
colleagues or communities. Value’, single words like and subheads onto images in device. It’s naturally used
‘New’, or flags to represent communications. They can be in this upturned way as a
country of origin. The tab coloured when used with imagery, dividing line on signage and
can be used on a coloured or white on full-bleed photography. communications such as the
background. Position it either Centre typography within the tab and annual report.
in the top left or bottom right, try to keep type weights and sizes as
but not both at once. consistent as possible. This will help
make everything clearly legible.
7.2 Underline principles
1.0 Basic Elements Here we use the chevron to underline what The chevron should be coloured in one
2.0 Logos matters most to us. To draw attention to a of our primary or secondary colours to
particular message or product that we’re match the dominant colour of the object
3.0 Typography talking about. As a graphic device or word it is underlining.
4.0 Tone of Voice it’s clean, confident and effective.
5.0 Colours
6.0 Photography
Using it under words Using it under objects
7.0 Chevron
8.0 Illustration
9.0 Iconography
Text
Text
10.0 Ping Welcome
Welcome
11.0 Applications Monday Monday
8am - Midnight
8am - Midnight
Tuesday to Saturday
12.0 Preferred Suppliers Tuesday to Saturday
6am - Midnight
6am - Midnight
Sunday
Sunday
10am - 4pm
10am - 4pm
Pharmacy
Pharmacy
Deli
We only useDeliit to underline
Fishmonger
The chevron can be centred 0.5x
single words or short
Fishmonger impactful
Butcher
below a word or picture and also
statements. And it can
Butcher
Café also be be left aligned below headlines. x
used to underline
Café cutout objects, If the layout’s left aligned, use it 0.5x
on a neutral background. If the left-aligned.
layout’s centred, use it centred.
Whenever this device is used, we The minimum clearance zone
need to be sure enough clear space should be half the height of
is left around the chevron – being the chevron. Please use the
particularly careful that it doesn’t artwork provided.
crowd the image or word that it’s
underlining.
7.3 Tabs
1.0 Basic Elements We only use three set lengths of tab. This
2.0 Logos gives us flexibility when using different
amounts of text, and different sizes of
3.0 Typography application, but still ensures consistency
4.0 Tone of Voice across communications.
5.0 Colours
6.0 Photography
What size to use W Examples
7.0 Chevron
1) S
hort tabs
8.0 Illustration Headline
These are used to hold both headlines Sub head
9.0 Iconography and logos/flags. For example, it could be
used to highlight a new product, or show
10.0 Ping
where a product comes from. Generally
11.0 Applications this is used on portrait applications.
2) M
edium tabs 1.5 W
2W
3) L
ong tabs
This proportion is primarily used Baby & Toddler
for narrow formats such as in-store
category signage. Fruit & Veg
7.4 Tabs continued
Heading here
Heading here Sub line should be kept
short and succinct.
1.0 Basic Elements Positioning the tab Sub line should be kept
Heading here
Heading here
Heading
short and succinct.
3.0 Typography all, people read from left to right. If the image Sub line should be kept
short and succinct.
10.0 Ping
11.0 Applications Using multiple tabs Heading
Heading Heading here
here here
We can use a small tab in the bottom
Heading here
Sub line should be
Sub kept
line should be kept
Sub line should be kept
short and succinct.
short and succinct.
short and succinct.
12.0 Preferred Suppliers Sub line should be kept
right corner together with a larger tab in short and succinct. more more
more
more
more more
the top left corner. This could be a leaflet more more more
Headline here
Smaller sub headlines
0.1x
Connected use
Welcome squash energy
and navigation.
Only use this as a linking device.
11.0 Applications
12.0 Preferred Suppliers
Title here
Sub line should be kept
short and succinct.
Don’t use more than one tab Don’t place a tab in any Don’t place a chevron Don’t use multiple dividing lines
on one communcation position other than the top within a chevron on a single communication
left or bottom right corners
New New
Don’t place a tab on a 50% Don’t rotate any chevrons Don’t create a keyline Don’t add drop shadows or any
tinted background version of our tabs other effects to our tabs
8.0 Illustration
Tell a
1.0 Basic Elements
2.0 Logos
3.0 Typography
visual
4.0 Tone of Voice
5.0 Colours
6.0 Photography
story
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
Illustration tells stories and makes points in
11.0 Applications
a way photography can’t.
12.0 Preferred Suppliers
It lets us create and bring characters,
places and situations together in
memorable and unusual ways.
1.0 Basic Elements We use illustration for two main reasons. Please don’t create these illustrations everything simple, flat and graphic. We
2.0 Logos To bring to life a tricky concept, simply and yourself. Instead refer to the campaign have two different styles of illustration.
stylishly. And to add warmth, playfulness guidelines.
3.0 Typography One is a pattern or texture used for
and personality to what could be quite a
Our illustrations could often be seasonal promotions and the other uses
4.0 Tone of Voice dry or complex subject.
visualising abstract ideas. But they simple, objects and forms to tell stories.
5.0 Colours should always stay friendly and
Where possible we use our chevron as a
engaging. We do this by keeping
6.0 Photography distinctive element within illustrations.
7.0 Chevron
8.0 Illustration
See AFD, single page and banner designs for how pattern can be cropped.
9.0 Iconography
of larger rose).
Mum of the Year example Christmas example
9.0 Iconography
Point them
1.0 Basic Elements
2.0 Logos
3.0 Typography
in the right
4.0 Tone of Voice
5.0 Colours
6.0 Photography
direction
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications Icons are visual shorthand for our services.
12.0 Preferred Suppliers Universally and instantly understood at a glance, they
direct people to the things they need.
It doesn’t harm if they raise a smile of recognition either.
To work effectively, we’ve got to use them consistently.
So however tempted you may be, please resist any desire
to complicate or change them.
Our icons have been designed as simply and clearly
as possible. We can use them with or without text
descriptors.
9.1 Iconography
1.0 Basic Elements As a shorthand for our services,
our iconography system is used
2.0 Logos
consistently – from just 18 pixels on
3.0 Typography our website to 18 feet outside our
stores. It’s our way of communicating
4.0 Tone of Voice messages at a glance. But for it to
5.0 Colours work, it must be used consistently.
Petrol Pump Shopping Basket Shopping Trolley By Post Email Voucher Clubcard
Petrol Pump Shopping Basket Shopping Trolley By Post Email Voucher Clubcard
10.0 Ping
1.0 Basic Elements
2.0 Logos
3.0 Typography
Attract the
4.0 Tone of Voice
5.0 Colours
6.0 Photography
right attention
7.0 Chevron
8.0 Illustration Always a bearer of good news, our ping
highlights price.
9.0 Iconography
10.0 Ping
So it’s designed to make itself noticed,
attracting attention and making sure our
11.0 Applications
offers aren’t missed.
12.0 Preferred Suppliers
We can use it in a variety of ways, but it
should always point toward a specific
product or service.
And it only ever contains information
about a price or an offer.
10.1 Ping direction
Product
1.0 Basic Elements The ping can point in four directions,
2.0 Logos turning to point towards the product or
service it refers to.
3.0 Typography Below the product
The ping always sits on the right side Always orientate the ping Product name
4.0 Tone of Voice of communications. It is designed to Product details
Product name
Product details
10.2 Ping typography
1.0 Basic Elements Type weight Numbers and pound signs Type size and layout
2.0 Logos Our ping conveys price or If the price is in pounds and pence, There should be an exclusion zone When using the ping at small
3.0 Typography offer, so we need to keep the pounds and pence sign should around the type in the ping. The sizes, try not to use more than
things simple and direct. be two-thirds the point size of the type shouldn’t encroach on this. two lines of text.
4.0 Tone of Voice Only use, Tesco bold font here. numbers. This will make the price
As a general rule, try to use no Leading and kerning can be
5.0 Colours really stand out.
more than 35 characters in the slightly decreased to increase
6.0 Photography If the price is a round number, then ping, set over a maximum of the size of the message within
the type should all be the same four lines. our ping device.
7.0 Chevron point size.
8.0 Illustration
9.0 Iconography
10.0 Ping
Half Buy1
£9.99
11.0 Applications
12.0 Preferred Suppliers
price get1
free
Special
offer £20
10.3 Ping clearspace
1.0 Basic Elements Internal clearspace External clearspace
2.0 Logos Typography within the ping is always set in Tesco Bold. A minimum Our ping can be placed over imagery but should not be
3.0 Typography gap of 1x should be left around the text on all sides, where 10x is the cropped. A gap of 2x should be left around the ping on all sides.
width of our ping.
4.0 Tone of Voice
5.0 Colours
6.0 Photography
7.0 Chevron 2x
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications
12.0 Preferred Suppliers 2x 2x
x 2x
10x
10x
10.4 Ping - things to avoid
1.0 Basic Elements Please always use the ping artwork provided.
Don’t make your own.
2.0 Logos
3.0 Typography
4.0 Tone of Voice
5.0 Colours
6.0 Photography
This type
7.0 Chevron
8.0 Illustration
is too close
9.0 Iconography
to the
10.0 Ping edges
11.0 Applications
12.0 Preferred Suppliers Don’t change the Don’t rotate the ping to Don’t overlap the internal Don’t distort the ping
colour of the ping match the Price Promise clearspace
or any other direction
Don’t use a keyline Don’t place black text on a red Don’t crop the ping Don’t place the ping over a
version of the ping ping. Black text is only used on similarly red background
the yellow or white versions
11.0 Applications
1.0 Basic Elements
2.0 Logos
3.0 Typography
Best practice
4.0 Tone of Voice
5.0 Colours
6.0 Photography
examples
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications
12.0 Preferred Suppliers
Try our cooking Wine by
20% off Champagne
with kids app the case offers
-1 +
Shop now
Overview
25% or more
1.0 Basic Elements Price Promise Shopping Delivery saver
off Champagne
Store locator Clubcard
3.0 Typography
Nappies Baby Milk Accessories
now online and instore Baby & Toddler Wipes Baby Drinks & Smoothies Baby Clothing
Toiletries & Medicated Toiletries Baby & Toddler Food
Monday 20 to Sunday 26 May Shop now
Find out more
S
This weeks other great offers
4.0 Tone of Voice
Homepage Favourites Special Offers Online Exclusives June Magazine Fine Wines Wine Advisors
All Wines Red White Rose Champagne Sparkling Fortified Mixed Cases
S
Try our cooking Wine by
20% off Champagne
with kids app the case offers Johnsons Baby Wipes Heinz baby dinners Tesco Love Baby nappies
E
eg: product ref, country Search
of Champagne leg of lamb seasonal fruit and veg
Special offers
Wine basket
Top Offers Half Price Buy 1 Get 1 Free Multibuys Seasonal All Offers
6.0 Photography
R
Quantity Product Price
7.0 Chevron
G
(6x75cl)
Freshly clicked
£0.0
Total savings Tesco Cathedral City Tesco Lamb
Shop now Quorn Mince
Subtotal (3 items) £183.84 Raspberries 150g Mature Cheddar 350g Whole Leg Joint 500g
Total Clubcard points 183 Only £2 Was £4.50 Was £11.00 per kg Was £2.00
Now £2.25 Now £5.50 per kg Now £1.00
8.0 Illustration
O
Delivery Service
R
and instore
9.0 Iconography
For sharing or stocking up
50%
off Find out more
selected Shop now
Azahar Astro Arnel Muse Lamego Chantel Ludo Ludo Ludo Circus red wines
P
This weeks other great offers
10.0 Ping 25% or more Top Rated
wines as voted by you.
25% or more
off Champagne Try our cooking Wine by
off Champagne 20% off Champagne
with kids app the case offers
IN
11.0 Applications
Shop with Groceries Shop by the case
Shop with Groceries Shop by the case
Save 25% on cases Half price Great offers on
Wines of Chile Shop now of Champagne leg of lamb seasonal fruit and veg
Shop now
Fresh, vibrant flavours
for sunny days
K
Brancott Estate
Sauvignon Blanc
Invilla Prosecco
Spumante Brut
Lanson Black Label
Champagne
Monday 20 to Sunday 26 May Shop now Don’t forget we deliver
on Bank Holiday Monday
33% off 33% off 25% off Book your slot now
R
Was £59.94 per case Was £59.94 per case Was £180.94 per case
Shop now
Now £40.02 per case Now £40.02 per case Now £135.70 per case
O
Special offers
Top Offers Half Price Buy 1 Get 1 Free Multibuys Seasonal All Offers Beer & Cider 3 for
Festival £21
W
Only Half Half Only
£2 Price Price £1
For sharing or stocking up
Shop now
Louise Louise
Here Here
25% or more
off Champagne
Customer Assistant Customer Assistant Shop with Groceries Shop by the case
for for
Price Integrity Price Integrity
Shop now
good good
Monday 20 to Sunday 26 May Shop now
Robin Robin
Customer Assistant Customer Assistant
Stock Control Stock Control Special offers
Top Offers Half Price Buy 1 Get 1 Free Multibuys Seasonal All Offers
Joined the team in 1998 Joined the team in 1998 Only Half Half Only
£2 Price Price £1