Brand Guideline PDF

JTI Inte ri m B ra nd Gui de l i ne s
Version 1.0 October 2018
THIS IS WHO
WE ARE TODAY
JTI Inte ri m B ra nd Gui de l i ne s
Contents
Introduction 3 Typography 26 Iconography 50 Applications 57 Contact 79

Brand positioning 4 Overview 27 PowerPoint® 58 Brand Team, Brand Site and Fonts 80
Creative idea 5 Cambay headline font 28 Infographics 51 PowerPoint® Warm color theme 59
Our visual identity: what we look like today 6 Roboto main text font 29 Charts and graphs 52 PowerPoint Cool color theme
®
60
Arial system font 30 Charts and graphs in use 53 Word template covers 61
Logo 10 Hierarchy 31 Word template cover and inside pages 62
Clear space and sizing 11 Languages 32 Layout principles 54 Digital 63
Colorways 12 Titles and headlines with the Spectrum 33 Examples 55 Report covers 64
Positioning 13 Titles and headlines on photography 34 Report spreads 65
URL 14 Text on photography 35 Newsletter 68
Logo don’ts 15 Typography don’ts 36 Email signature 69
Email banner 70
Color 16 Photography 37 Mobile app homepage 71
Spectrum crops landscape 17 Overview 38 Pull-up banners 72
Spectrum crops portrait 19 Our World 39 Business card 73
Spectrum selections 20 Our People and Business 40 Letterhead 74
Spectrum strip with photography 21 Our Customers 42 Security pass and lanyard 75
Using the Spectrum 22 Style treatment principles: Our World 43 Posters 76
Spectrum don’ts 23 Style treatment principles: Our People Wall graphics 78
Secondary colors 24 and Business, Our Customers 44
Secondary colors in use 25 Adjusting existing JTI photography 45
Sourcing and commissioning 46
JTI Multimedia library 47
Unsplash 49
2
JTI Interim Bra nd Gui de l i ne s – Intro duc ti o n
OUR REFRESHED
BRAND IDENTITY TOOLKIT,
DESIGNED TO INSPIRE
3
Brand positioning
OUR PURPOSE
To passionately provide moments of pleasure, to support consumers’ freedom of choice
and to make a positive difference in all that we do.
OUR VALUES
Winning attitude: we are driven by success
Better together: we work as ‘One Team’
Commitment to quality: we put the consumer at the heart of what we do
We do the right thing: we act responsibly to drive sustainable success
OUR MANTRA
Keep it simple. Make it happen. Be accountable.
4
Creative idea
SPECTRUM OF CHOICE
Our purpose
“To passionately provide moments Our purpose guides us on our ambitious journey to #1.
It sets us apart from our competitors. Our brand reflects
Choose a winning attitude
Our embrace of a competitive spirit, innovation and growth
of pleasure, support consumers’ this bold vision that emphasizes choice – a ‘spectrum
of choice’.
across a wide spectrum of consumer product choices is the
path to #1.
freedom of choice, and make The vibrant color palette in our visual identify reflects our Choose to be better together
a positive difference in all that positive energy and drive to become the #1 international
tobacco company by 2030 by volume.
Working together for our consumers unites us as ‘One Team’,
driven by a clear and common goal.
we do.” Our brand makes a bold statement to the world that we are Choose quality
committed to freedom and choice. JTI will do all that we can Through a spectrum of quality products and a quality work
to protect choice, providing consumers and employees what culture, we build a company beloved by consumers and
they desire, in tobacco and beyond. employees around the world.
The spectrum of choice makes vital statements about the Choose to do the right thing
values and DNA of JTI: No matter what challenges confront us, we will always
choose to do what’s right for our consumers and our people.
Responsibility and the sustainability of our business are
critical to achieving #1.
5
Our visual identity: what we look like today
All the visuals in this

document are notional
designs to act as inspiration.
6
7
8
9
JTI Interim B ra nd Gui de l i ne s – L o g o
OUR LOGO IS THE

VERY EMBODIMENT
OF THE JTI BRAND
10
Clear space and sizing
Print
Our logo Logo sizing
Digital Our logo is made of our name. It is the very Logo width for standard application sizes
2X
embodiment of the JTI brand and how is as follows;
1X we refer to ourselves. It must be legible
in all circumstances, and given enough A6/A5: 12mm wide
X space to ‘breathe’ in all contexts. A4: 20mm wide
A3: 27mm wide
The JTI logo appears black or white except A2: 39mm wide
in legacy applications and communications for
1X Measure width 12mm
external use such as signage where it appears Minimum size
2X
30px x 23px in JTI Green. To maintain maximum clarity at all times, the
JTI logo should not be used below 12mm wide
Clear space in print. The exception on screen is the favicon.
The JTI logo is always The JTI logo is always The minimum recommended
surrounded by clear space measured across its width size for the JTI logo in print To ensure prominence and legibility, the JTI logo
on all four sides. Clear space as shown above. is 12mm wide. For digital is always surrounded by an area of clear space Measuring the JTI logo
equals 2X for print and 1X for it is 30px x 23px. that remains free of any graphics or text. Do not
digital, as shown above. The JTI logo is measured across its width.
lock up any other elements such as the jti.com
url with the logo lock-up. Only the master artwork files of the JTI logo
should be used. The JTI logo should never
The construction of the clear space is based be redrawn or altered in any way.
on the height of the lower section of the ‘i’
character in the JTI logo (X). For print the clear Logo files are available on:
space area equals 2X or double the height of the jtibrand.com
‘i’ character in the JTI logo that you are using.
for digital it equals 1X.
11
Colorways
Logo on flat color background Logo on Spectrum backgrounds
The JTI logo green on a white The JTI logo black on a white The JTI logo white on a black The JTI logo black on a light The JTI logo white on all
background. background. background. grey background. Spectrum backgrounds.
Logo on photographic backgrounds Logo colorways

The JTI logos can be reproduced in black,
white (reversed out) and green. Always choose
the most appropriate colorway for the color
background.
Logo on Spectrum backgrounds

The JTI logo always appears white (reversed
The JTI logo black on light, The JTI logo white on dark, The JTI logo black on The JTI logo white on out) on all Spectrum backgrounds. Always
black and white photographic black and white photographic light, color photographic dark, color photographic
backgrounds. backgrounds. backgrounds. backgrounds. ensure the logo is legible on the background.
Please note: These are the preferred JTI logo

colorways. If we allow a third-party to use the
JTI logo on their own colors, always ensure
the logo is legible and it doesn‘t clash.
12
Positioning
BRAND ELEMENTS BRAND USAGE EXAMPLES | LOGOUT
DOWNLOAD ALL
Issue 00 | 6 November 2018 Story heading Roboto Light
Human Resources
over two lines
BRAND ELEMENTS / OUR LOGO
General Service
Lorem ipsum dolor sit amet, consectetur Nam et tempus elit, vitae maximus nisi. Phasellus auctor sodales est vitae dapibus.
Our logo is made of our name. It is the very embodiment of the JTI brand and adipiscing elit. Nullam purus sem, ultrices Praesent sagittis sapien et mi convallis, sed Proin velit ligula, rutrum eu ultricies et,
DOWNLOAD LOGO .EPS
how we refer to ourselves. It must be legible in all circumstances, and given quis magna nec, venenatis fringilla sapien. posuere nulla vestibulum. Phasellus non tempus ut leo. Quisque id mollis ligulaaet
Vestibulum vel aliquam nisi. Aliquam ipsum ullamcorper dolor. Pellentesque vel sodales tempus elit, vitae maximus nisi. Praesent
Brand elements Brand usage Inspiration | Logout
enough space to ‘breathe’ in all contexts. The JTI logo appears black or white
except in legacy applications such as signage where it appears in JTI Green. DOWNLOAD LOGO .PNG augue, posuere ut lectus eu, blandit ultrices elit, vel lobortis risus. Phasellus placerat sagittis sapien et mi convallis, sed psuere
A GROWING MOVEMENT lorem. Phasellus auctor sodales est vitae

dapibus. Proin velit ligula, rutrum eu ultricies
et, tempus ut leo. Quisque id mollis ligula.
dignissim ligula, vitae sollicitudin justo
dictum a. Aenean interdum mollis ante. Duis
condimentum nisi ut metus ultricies suscipit.
nulla vestibulum.
Orisus. Suspendisse nec rutrum magna.
WELCOME TO
Pellentesque a neque et sapien. Donec consequat dui in magna ultrices
Sub-heading in Roboto can run

PRESENTATION TITLE HERE OVER
Nam et tempus elit, vitae maximus nisi. fringilla. In nec ornare leo. Etiam nec dui
Praesent sagittis sapien et mi convallis, sed Ut vitae neque suscipit, ullamcorper magna sem. Pellentesque habitant morbi tristique
onto two lines if necessary posuere nulla vestibulum. Phasellus non

ullamcorper dolor. Pellentesque vel sodales
non, posuere dolor. Vestibulum maximus
justo non interdum facilisis. Morbi pulvinar
senectus et netus et malesuada fames ac
turpis egestas. In egestas risus et laoreet
THE JTI BRAND

elit, vel lobortis risus. Phasellus placerat non sapien a tincidunt. Pellentesque lobortis mollis. Mauris velit odio, ultricies non tellus
2 LINES CAMBAY BOLD ALL CAPS

Lorem ipsum dolor sit amet, consectetur Nam et tempus elit, vitae maximus nisi. Phasellus auctor sodales est vitae dapibus. dignissim ligula, vitae sollicitudin justo sapien sit amet interdum elementum. Donec vitae, mattis cursus tellus.
adipiscing elit. Nullam purus sem, ultrices Praesent sagittis sapien et mi convallis, sed Proin velit ligula, rutrum eu ultricies et,
quis magna nec, venenatis fringilla sapien. posuere nulla vestibulum. Phasellus non tempus ut leo. Quisque id mollis ligulaaet
S T YFLRE EGEU I D E
augue, posuere ut lectus eu, blandit ultrices elit, vel lobortis risus. Phasellus placerat sagittis sapien et mi convallis, sed psuere
lorem. Phasellus auctor sodales est vitae
nulla vestibulum.
Story heading Roboto Light
over two lines
Presentation subtitle info
et, tempus ut leo. Quisque id mollis ligula. condimentum nisi ut metus ultricies suscipit.
TO
Pellentesque a neque et sapien.
Nam et tempus elit, vitae maximus nisi.
Praesent sagittis sapien et mi convallis, sed Ut vitae neque suscipit, ullamcorper magna Lorem ipsum dolor sit amet, consectetur Nam et tempus elit, vitae maximus nisi.
46% if required in Roboto Regular

posuere nulla vestibulum. Phasellus non non, posuere dolor. Vestibulum maximus adipiscing elit. Nullam purus sem, ultrices Praesent sagittis sapien et mi convallis, sed Lorem Ipsum Graphic Colour
ullamcorper dolor. Pellentesque vel sodales justo non interdum facilisis. Morbi pulvinar quis magna nec, venenatis fringilla sapien. posuere nulla vestibulum. Phasellus non
ACH I E VE
elit, vel lobortis risus. Phasellus placerat non sapien a tincidunt. Pellentesque lobortis Vestibulum vel aliquam nisi. Aliquam ipsum ullamcorper dolor. Pellentesque vel sodales
sapien sit amet interdum elementum. Donec
venenatis vel tortor ut mattis. Donec est velit, Lorem ipsum dolor
augue, posuere ut lectus eu, blandit ultrices
elit, vel lobortis risus. Phasellus placerat
15%
15%
Everything on the JTI Brand: guidelines, artwork, files and inspiration
condimentum nisi ut metus ultricies suscipit. pellentesque non dolor in. Whoncus dapibus. Proin velit ligula, rutrum eu ultricies dictum a. Aenean interdum mollis ante. Duis
15%
Pellentesque a neque et sapien tincidunt venenatis risus. Suspendisse nec rutrum et, tempus ut leo. Quisque id mollis ligula. condimentum nisi ut metus ultricies suscipit.
egestas. Ut vitae neque suscipit, ullamcorper magna. Donec consequat dui in magna Pellentesque a neque et sapien.
15%
magna non, posuere dolor. ultrices fringilla. In nec ornare leo. Nam et tempus elit, vitae maximus nisi.
Praesent sagittis sapien et mi convallis, sed Ut vitae neque suscipit, ullamcorper magna
posuere nulla vestibulum. Phasellus non non, posuere dolor. Vestibulum maximus What do you want to do?
Fig. 1
ullamcorper dolor. Pellentesque vel sodales justo non interdum facilisis. Morbi pulvinar Lorem ipsum dolor amet, consectetur adipis.
Ut in commodo tellus, ovel sodales lorem.
elit, vel lobortis risus. Phasellus placerat non sapien a tincidunt. Pellentesque lobortis
Principles dignissim ligula, vitae sollicitudin justo sapien sit amet interdum elementum. Donec
venenatis vel tortor ut mattis. Donec est velit,
Ready to start?
pellentesque non dolor in 15%
Whoncus venenatis risus. Suspendisse nec

2x 15%
rutrum magna. Donec consequat dui in 15%
magna ultrices fringilla. In nec ornare leo.
Select relevant brand elements and navigate through
15%
Etiam nec dui sem. Pellentesque habitant
X 11 October 2018
morbi tristique senectus et netus et the brand usage section to start your project.
malesuada fames ac turpis egestas. In Fig. 2
Lorem ipsum dolor amet, consectetur adipis.
egestas risus et laoreet mollis. Mauris velit Ut in commodo tellus, ovel sodales lorem.
odio, ultricies non tellus vitae, mattis cursus

tellus. Sed condimentum interdum
2x
© JTI 2018 Confidential
Our people drive our success –
Deparment and we reward them with a limitless world of opportunity
Name Surename
Logo clearspace Logo colourways and on photography Logo on Spectrum backgrounds Location
+00 (0) 1234 56789
The JTI logo is always surrounded by clear The JTI logos can be reproduced in black, The JTI logo always appears white name.surname@jti.com DISCOVER MORE
space on all four sides. Clear space equals and white (reversed out) and green. Always (reversed out) on all Spectrum
twice the size of the bottom of the letter ‘i’. choose the most appropriate colourway for backgrounds. Always ensure the logo is
the colour background. legible on the background.
Logo positioning
Brand Elements Brand Usage

The JTI logo can be The JTI logo can The JTI logo can The JTI logo can The JTI logo can be also
the brand usage section to start your project.
positioned top left on web be positioned top right be positioned bottom right be positioned on the right be positioned centered on
pages to fit the design layout. on print applications. to work with bespoke design to work with bespoke design digital applications to fit the
applications. In this case applications. In this case design layout.
I N S P I R AT I O N
a PowerPoint® slide. a brochure cover. Be inspired by colleagues around the world
01/05
LOGO CLEAR SPACE AND SIZING
Our logo Clear space

Logo clear space and sizing To ensure prominence and legibility, the JTI logo is always surrounded by an area of clear space that remains free of
Colourways any graphics or text. Do not lock up any other elements such as the jti.com url with the logo lock-up.
Colourways on The Spectrum The construction of the clear space is based on the height of the ‘i’ character in the JTI logo (X). The clear space area
Positioning equals 2X or half the height of the ‘i’ character in the JTI logo that you are using.
Favicon and url
Social media
Dont‘s
The JTI logo is always
2x
surrounded by clear space
on all four sides. Clear space
equals twice the size of the
bottom of the letter ‘i’ as
X
shown above.
2x
Logo sizing
Logo width for standard application sizes is as follows;
A6/A5: 11mm wide
A4: 20mm wide
A3: 27mm wide
Measure width 12mm
A2: 39mm wide
The JTI logo is always
measured across its width
as shown above.
The minimum size for the
JTI logo in print is 12mm
wide.
Minimum size
To maintain maximum clarity at all times, the JTI logo
13
should not be used below 12mm wide in print. The
exception on screen is the favicon.
URL
Logo and url relationship

The jti.com url is positioned JTI logo and URL
at the bottom of the example
banner. It is centrally aligned The width of the URL is 65% of the width of
with the JTI logo at the top the JTI logo. The URL is centered and appears
of the banner.
at the bottom or top of our communications
unless specified. It is never locked-up with
the JTI logo.
Logo files are available on:

jtibrand.com
jti.com
The jti.com url is never

locked-up with the logo.
It is set in Roboto Medium
lowercase. It appears at 65%
of the width of the JTI logo.
14
Logo dont‘s
The guidance given throughout this document

should enable you to apply all aspects of our
brand in the correct way. However, questions
always arise about implementation. What to do,
jti.com what not to do. This page details some of the
keys things to avoid when applying the logo.
Don’t distort or stretch the Don’t lock up any other Don’t color the JTI logo in any Don’t place the Spectrum Don’t use the green JTI logo Don’t place images inside the
logo in any way. elements with the logo other color than black, white inside the JTI logo. on a dark background. JTI logo. Refer to the Applications section to see how
unless specifically approved or green. the visual identity has been applied to a range
by the Brand Team. The only of different communications. This should guide
exception allowed is the
‘Join the idea’ campaign. you when you need to create your own.
15
JTI Interim B ra nd Gui de l i ne s – Co l o r
OUR UNIQUE AND

RICH SPECTRUM
OF COLORS
16
Spectrum crops landscape
The Spectrum
The Spectrum is a soft blend of different
colors born out of our JTI brand positioning.
It is a visual representation of energy and
motion. It is fluid and dynamic as well as
flexible. It has been designed with a sense
of freedom, to be fresh and inspirational.
Using the Spectrum

It is a unique graphic device and a core element
of the brand look and feel so it should be used
with the JTI logo on covers, key web pages,
PowerPoint® title slides, banners and posters.
The choice of color is flexible, however,

consider its use with photography and wherever
possible pick color tones that work together.
Also consider using restricted warm and cool
tones as we have with the master PowerPoint®
templates. Alternatively, longer documents can
benefit from using the full range of crops to add
pace and differentiation.
17
Spectrum crops landscape
Spectrum crop 1 Spectrum crop 2 Spectrum crop 3

Spectrum crops should be
Using the Spectrum
scaled proportionally to
maintain the correct blend Think carefully about the use of the Spectrum
of color. on applications. Using multiple Spectrum
crops throughout a long document could
add pace and interest, however, too many
Spectrums seen in close proximity may look
too overpowering and colorful. Picking one
Spectrum and using different selections could
be a more subtle approach.
How many colors?

Always ensure there are at least three colors
Spectrum crop 4 Spectrum crop 5 in the selection.
Master landscape crops

Five landscape master crops are available
to use. They have been specially created.
Do not try and re-create your own.
Spectrum CMYK and RGB versions

The Spectrum crops are available in CMYK
and RGB.
Spectrum files can be downloaded on:

jtibrand.com
18
Spectrum crops portrait
Spectrum crop 1 Spectrum crop 2 Spectrum crop 3 Spectrum crop 4 Spectrum crop 5
Master portrait crops
Five portrait master crops are available to use.
They have been specially created. Do not try
and re-create your own.
Spectrum crops should

be scaled proportionally
to maintain the correct
blend of color.
19
Spectrum selections
Spectrum crop 1 (original) Wide-screen selection Panoramic selection Bar selection Strip selection
Selection width
How to make Spectrum selections

A variety of different selections from the original
crop can be used for different shapes and
formats. Each selection must use the full width
of the original crop. The height is flexible.
The same principle applies to landscape and

portrait Spectrum crops.
Strips, solid or set to multiply, can be overlaid

on the top or bottom of photography, or used
vertically. See the next page and Applications
section for best practice examples.
20
Spectrum strip with photography
Spectrum strip solid (on black and white and color imagery) Spectrum strip set to multiply (on black and white and color imagery)
A Spectrum strip can be overlaid on to
photography to highlight or add visual interest
to an image. The Spectrum color should be
picked to compliment color images.
The Spectrum strip can be solid or set to

multiply. It can be placed at the top or bottom
of an image. It can be the same width as the
image or it can overlap the image. Refer to the
Applications section for best practice examples.
21
Using the Spectrum
Spectrum crop full bleed Spectrum crop in a panel Spectrum crop in a strip Spectrum crop inside headlines

Human Resources
General Service over two lines

nulla vestibulum.

Sub-heading in Roboto can run Nam et tempus elit, vitae maximus nisi.
fringilla. In nec ornare leo. Etiam nec dui
sem. Pellentesque habitant morbi tristique

nulla vestibulum.
over two lines
46%
dignissim ligula, vitae sollicitudin justo sapien sit amet interdum elementum. Donec augue, posuere ut lectus eu, blandit ultrices elit, vel lobortis risus. Phasellus placerat 15%
dictum a. Aenean interdum mollis ante. Duis venenatis vel tortor ut mattis. Donec est velit, Lorem ipsum dolor lorem. Phasellus auctor sodales est vitae dignissim ligula, vitae sollicitudin justo 15%
15%
15%
posuere nulla vestibulum. Phasellus non non, posuere dolor. Vestibulum maximus
Fig. 1
dignissim ligula, vitae sollicitudin justo sapien sit amet interdum elementum. Donec

15%
magna ultrices fringilla. In nec ornare leo. 15%
morbi tristique senectus et netus et

Deparment
Name Surename
Location
+00 (0) 1234 56789
name.surname@jti.com
The Spectrum crop used The Spectrum crop used The Spectrum strip used The Spectrum used as a fill
as a full bleed background as a panoramic panel on a newsletter masthead. in a title or heading. Ensure
to a divider page in an background in a social media Always ensure there are the text fill contains at least
on screen PowerPoint® platform header image. at least three colors three colors and that each
presentation. in the selection. letter is clearly legible and
not too light against the
white background.
22
Spectrum don’ts
Don’t make selections with Don’t use two different crops Don’t distort or stretch the Don’t use headlines Don’t overlay a Spectrum
less than three colors. together. They should only Spectrum crops in any way. containing a Spectrum crop crop over an entire
Always use the full width be used on their own. They should always be on a Spectrum background. photograph. Only use a strip
of the original crop. scaled proportionally so the Headlines should always set to multiply on the top
blend of colors is not lost. appear white on Spectrum or bottom of a photograph.
backgrounds.
23
Secondary colors
Color guidance: Our secondary color palette is inspired by the

Solid Violet can be used
on white for all text sizes. Spectrum. Six colors have been ‘picked’ from
areas within the Spectrum along with black and
Solid Blue and Red can be white. They are for use in diagrams, graphs, text,
used on white for headline
text only. in print and in digital. Four tints of each color are
80% 60% 40% 20% 80% 60% 40% 20% 80% 60% 40% 20% 80% 60% 40% 20% 80% 60% 40% 20% 80% 60% 40% 20% available to use; 80%, 60%, 40% and 20%. Only
Black text can be used on use these tint values.
Yellow, Fuschia and Aqua
Yellow Red Fuschia Violet Blue Aqua at all sizes.
C:0 M:30 Y:100 K:0 C:0 M:87 Y:85 K:0 C:0 M:59 Y:5 K:0 C:69 M:99 Y:0 K:0 C:88 M:50 Y:0 K:0 C:81 M:0 Y:39 K:0 Core palette color use
Black text can be used The Spectrum takes the lead in terms
R:234 G:170 B:0 R:224 G:60 B:49 R:231 G:130 B:169 R:128 G:49 B:167 R:64 G:126 B:201 R:0 G:178 B:169
on Blue and Red for large
Hex: #EAAA00 Hex: #E03C31 Hex: #E782A9 Hex: #8031A7 Hex: #407EC9 Hex: #00B2A9 headlines text only. of color with the solid colors and tints from our
secondary palette acting as support. These
colors are used in text, illustrations, icons and
infographics.
Note: Color matching and
implementation in practice is
the sole responsibility of the
Color breakdowns
client and the client supplier The recommended color breakdowns are
or printer, unless previously
given for CMYK process, RGB, Hex. The CMYK
agreed with Superunion.
process color breakdowns can be adjusted
80% 60% 40% 20% to compensate for different paper stocks and
printing processes.
Black White
C:0 M:0 Y:0 K:100 C:0 M:0 Y:0 K:0 Web and screen colors
R:0 G:0 B:0 R:255 G:255 B:255 The RGB and Hex values give the same result
Hex: #000000 Hex: #FFFFFF as the Pantone/CMYK colors on screen.
These are provided for digital designers
and developers.
24
Secondary colors in use
Secondary color use

Timeline chart using Table style using Text and graph using
Title Only layout Title and Content layout Two Content Layout The examples on this page are taken from the
master JTI PowerPoint® templates. They show
Body Subtitle in Roboto Medium 14pt Donut chart title
2016 2018 Text title
Text
Number title
0.00
Number title
0.00
Text title
Text
Text or number title
Text or number
Body copy (first level text) Roboto Regular 14pt. Use the
Increase/Decrease List Level buttons on the Paragraph tab
how our infographics are created using bold
Lorem ipsum dolor Lorem ipsum dolor
shapes and forms with a varied selection

sit amet, consectetur sit amet, consectetur to toggle between text levels. Lorem ipsum dolor sit amet,
adipiscing elit. Donec adipiscing elit. Donec Text 0.00 0.00 Text Text or number consectetur adipiscing elit. Quisque pulvinar congue 1.2
viverra porttitor velit viverra porttitor velit condimentum. Nam sit amet vehicula urna. Etiam dapibus
at tempor. at tempor.
of colors or warm/cool themes of color.

Text 0.00 0.00 Text Text or number mauris lorem. In hac habitasse platea dictumst. Lorem 1.4
ipsum dolor sit amet, consectetur adipiscing elit. Quisque
Text 0.00 0.00 Text Text or number
viverra tristique ullamcorper.
2015 2017 2019 Text 0.00 0.00 Text Text or number
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Tints can also be used to help with more
Lorem ipsum dolor Lorem ipsum dolor Lorem ipsum dolor
Text 0.00 0.00 Text Text or number Praesent vel ex eu mi suscipit ultricies eget massa. Sed eu
sit amet, consectetur sit amet, consectetur sit amet, consectetur
complex data.
odio gravida, vehicula erat eu, aliquam lorem. Phasellus at 3.2 8.2
adipiscing elit. Donec adipiscing elit. Donec adipiscing elit. Donec
viverra porttitor velit viverra porttitor velit viverra porttitor velit Text 0.00 0.00 Text Text or number facilisis odio. Quisque magna tellus, cursus a euismod eget,
at tempor. at tempor. at tempor. fringilla a dui. Donec viverra porttitor velit at tempor. Sed
Text 0.00 0.00 Text Text or number enim nulla, suscipit volutpat ultrices nec, posuere.
Text 0.00 0.00 Text Text or number • Left-aligned bullet point (second level text)
Roboto Regular 14pt
• Aliquam in accumsan ante. Aliquam mauris tellus,
Text Number Number Text Text or number scelerisque id nibh id, pharetra ultricies magna 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
© JTI 2018 Confidential 11 October 2018 Presentation title in footer 13 © JTI 2018 Confidential 11 October 2018 Presentation title in footer 12 © JTI 2018 Confidential 11 October 2018 Presentation title in footer 9
Full width graph using Table style using Text and graph using
Title and Content layout Title and Content layout Two Content Layout
Column chart title Body Subtitle in Roboto Medium 14pt Donut chart title
Text title Number title Number title Text title Text or number title
300
259
to toggle between text levels. Lorem ipsum dolor sit amet,
Text 0.00 0.00 Text Text or number consectetur adipiscing elit. Quisque pulvinar congue 1.2
250
227 229
235
condimentum. Nam sit amet vehicula urna. Etiam dapibus
206
215
209 209 Text 0.00 0.00 Text Text or number mauris lorem. In hac habitasse platea dictumst. Lorem 1.4
200
200 185
193 ipsum dolor sit amet, consectetur adipiscing elit. Quisque
182 183 183 Text 0.00 0.00 Text Text or number
154 Text 0.00 0.00 Text Text or number
150 143 142 Lorem ipsum dolor sit amet, consectetur adipiscing elit.
117
130
Text 0.00 0.00 Text Text or number Praesent vel ex eu mi suscipit ultricies eget massa. Sed eu
111 108 odio gravida, vehicula erat eu, aliquam lorem. Phasellus at 3.2 8.2
97
100 89 92 89 Text 0.00 0.00 Text Text or number facilisis odio. Quisque magna tellus, cursus a euismod eget,
71
63
fringilla a dui. Donec viverra porttitor velit at tempor. Sed
53
44 44
enim nulla, suscipit volutpat ultrices nec, posuere.
50 37 37
34 34 34
Text 0.00 0.00 Text Text or number • Left-aligned bullet point (second level text)
Roboto Regular 14pt
Category A Category B Category C • Aliquam in accumsan ante. Aliquam mauris tellus,
Group one Group two Group three Group four Group five Group six Group seven Group eight Group nine Group ten Group eleven Group twelve Text Number Number Text Text or number scelerisque id nibh id, pharetra ultricies magna 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
Chart source:
25
JTI Interim B ra nd Gui de l i ne s – Typ o g ra p h y
OUR TYPOGRAPHY HELPS

TO CREATE DISTINCTIVE,
FLEXIBLE AND ENGAGING
COMMUNICATIONS
26
Overview
We have a variety of fonts with specific uses.

Cambay Bold caps is used for large titles and
headlines. The Roboto family is used as our
main text font for smaller headings, body text,
pull-out quotes and infographics. It is always
used in sentence case not in caps. Arial is our
default system font. It used as an alternative to
Cambay and Roboto in PowerPoint® and email
applications only.
The following pages provide more details and

examples of how each of our fonts is used.
Fonts downloads
Cambay Roboto Arial Cambay and Roboto are Google fonts suitable
for print, web and on screen applications.
They are available to download from
www.fonts.google.com
27
Cambay headline font
Cambay Bold caps
A B C D E FG H IJK L M NOP Q R S T U V W X Y Z
Our title and headline font
Cambay Bold caps is used for titles, headlines
and to highlight numbers. Titles and headlines
0123456789
should be no more than four lines of eight
to ten words. They can be centered with
an underline or ranged left without an underline.
Headlines can be colored with the Spectrum
on white or white out of Spectrum
The example spread shows A4 document headline example: or photographic backgrounds.
Cambay Bold caps used as
a main page title. The font Point size = x
has been outlined and one Leading = 130%x Setting titles and headlines
of the Spectrum crops has Tracking = 355%x The typesetting calculation principles, aimed
been pasted inside. This
is only permitted when the Headline in Cambay Bold Caps = 48pt (x) at experienced designers, are the same for
title appears on a white Leading = 130%x = 62pt all formats. Once you have set your headline
background. Tracking = 355%x = +170 tracking. point size (x) you can work out the Leading
and Tracking as a percentage of (x). See the
headline example on the left.
Headline point size = x

Leading = 130%x
Tracking* = 355%x
Maximum of 4 lines
Maximum words 8–10
*Please note you cannot scale tracking. It has

to be applied at the correct percentage to the
headline point size.
28
Roboto main text font
Roboto font weights

Roboto text font Roboto Thin
Roboto is our main text font. We use Thin, Light
and Medium weights and their italic equivalents. ABCDEFGHIJKLMNOPQRSTUVWXYZ
It is set in different ways depending on content
and application.
abcdefghijklmnopqrstuvwxyz 0123456789
The example spread shows Roboto Light

the Roboto family used
as the main text font for ABCDEFGHIJKLMNOPQRSTUVWXYZ
running headers, headings,
pull-outs, body text headings,
body text, captions and
page numbers.
Roboto Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
29
Arial system font
Arial is our system font

PowerPoint® and email applications use Arial
Bold caps as an alternative to Cambay Bold
caps and Arial Regular and Bold, sentence case,
are used as an alternative to Roboto.
Arial font weights
The example PowerPoint®

slides show Arial used as
Arial Regular
PRESENTATION TITLE HERE OVER
2 LINES CAMBAY BOLD ALL CAPS SPECTRUM DIVIDER
the main text font for titles,
sub-titles, divider titles,
if required in Roboto Regular
SLIDE TITLE OR
STATEMENT OVER
headings, body text headings,
body text, infographics and abcdefghijklmnopqrstuvwxyz 0123456789
page numbers.
SEVERAL LINES IN ALL
CAPS CAMBAY BOLD
11 October 2018
Arial Bold
© JTI 2018 Confidential © JTI 2018 Confidential 11 October 2018 Presentation title in footer 15
Text Heavy layout, heading can

run over 2 lines in Roboto Medium
Comparison chart using
Title and Content layout abcdefghijklmnopqrstuvwxyz 0123456789
Body Subtitle in Roboto Medium 14pt Aliquam in accumsan ante Category title Category title
Body copy (first level text) Roboto Regular 14pt. Use the Aliquam mauris tellus, scelerisque id nibh id, pharetra
Increase/Decrease List Level buttons on the Paragraph tab ultricies magna. Praesent sapien justo, eleifend eget dapibus • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent
to toggle between text levels. Lorem ipsum dolor sit amet, eu, volutpat vel arcu. Sed eleifend sit amet sem eget lacinia. vel ex eu mi suscipit ultricies eget massa vel ex eu mi suscipit ultricies eget massa
consectetur adipiscing elit. Quisque pulvinar congue Proin faucibus pellentesque ligula, sed tincidunt metus
• Sed eu odio gravida, vehicula erat eu, aliquam lorem. Phasellus • Sed eu odio gravida, vehicula erat eu, aliquam lorem. Phasellus
condimentum. Nam sit amet vehicula urna. Etiam dapibus laoreet eget. Nam vitae arcu vel nunc tincidunt blandit. Sed at facilisis odio. Quisque magna tellus at facilisis odio. Quisque magna tellus
mauris lorem. In hac habitasse platea dictumst. Lorem mattis ullamcorper consectetur. Etiam semper, ante sed
• Cursus a euismod eget, fringilla a dui. Donec viverra porttitor velit • Cursus a euismod eget, fringilla a dui. Donec viverra porttitor velit
ipsum dolor sit amet, consectetur adipiscing elit. Quisque commodo cursus, mi massa ornare nibh, et bibendum nibh
at tempor. Sed enim nulla, suscipit volutpat ultrices nec, posuere at tempor. Sed enim nulla, suscipit volutpat ultrices nec, posuere
viverra tristique ullamcorper. sapien at augue.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed vel est quis libero hendrerit ultrices
Praesent vel ex eu mi suscipit ultricies eget massa. Sed eu Suspendisse potenti. Praesent dapibus nulla non mauris Category title Category title
odio gravida, vehicula erat eu, aliquam lorem. Phasellus at tincidunt, eu suscipit nibh commodo. Mauris hendrerit iaculis
facilisis odio. Quisque magna tellus, cursus a euismod eget, ipsum, quis fringilla sem faucibus gravida. Vivamus lobortis • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent
fringilla a dui. Donec viverra porttitor velit at tempor. Sed lorem ac justo sollicitudin, nec lobortis tellus lacinia. Nulla vel ex eu mi suscipit ultricies eget massa vel ex eu mi suscipit ultricies eget massa
enim nulla, suscipit volutpat ultrices nec, posuere. eleifend nunc urna, et tincidunt lacus tincidunt at. • Sed eu odio gravida, vehicula erat eu, aliquam lorem. Phasellus • Sed eu odio gravida, vehicula erat eu, aliquam lorem. Phasellus
• Left-aligned bullet point (second level text) at facilisis odio. Quisque magna tellus at facilisis odio. Quisque magna tellus
Roboto Regular 14pt • Cursus a euismod eget, fringilla a dui. Donec viverra porttitor velit • Cursus a euismod eget, fringilla a dui. Donec viverra porttitor velit
at tempor. Sed enim nulla, suscipit volutpat ultrices nec, posuere at tempor. Sed enim nulla, suscipit volutpat ultrices nec, posuere
• Aliquam in accumsan ante. Aliquam mauris tellus,
scelerisque id nibh id, pharetra ultricies magna
© JTI 2018 Confidential 11 October 2018 Presentation title in footer 8 © JTI 2018 Confidential 11 October 2018 Presentation title in footer 14
30
Hierarchy
Title in Cambay Bold caps Headline in Cambay Bold caps Smaller heading in Roboto Medium sentence case
Running titles Roboto Intro text set in Roboto Title set in Cambay Intro text set in Roboto Small headings set Body text headings and body Pull-out text set in Roboto
Medium and Light, Medium, sentence case, Bold caps, centered and Medium, sentence case, in Roboto Medium, text set in Roboto Medium Thin, sentence case,
sentence case. centered. underlined. It is white out ranged left. sentence case. and Roboto Light, sentence ranged left.
of the Spectrum background. case, ranged left.
Title set in Cambay Page numbers set Captions set in Roboto

Bold caps, centered and in Roboto Medium. Medium, sentence case,
underlined. It is white out ranged left.
of the Spectrum background.
31
Languages
Д И ΣΦ
Roboto Cyrillic language characters Roboto Greek language characters
Roboto
Roboto supports Latin, Latin Extended, Greek,
Greek Extended, Cyrillic, Cyrillic Extended and
Vietnamese.
Cambay
Cambay supports: Latin, Latin Extended and
Devanganari.
Fonts and languages

If your language is not supported, please
feel free to source a typeface with as similar
characteristics as possible to Cambay and
Roboto. However, prior to use, fonts must
be shared with the brand team for approval.
32
Titles and headlines with the Spectrum
Titles and underline with the Spectrum

The text examples on the The Spectrum inside text
left show a title and highlight Using the Spectrum with main titles, headlines
numbers in Cambay Bold
caps. The font has been and highlight numbers adds richness and
outlined and one of the dynamism to our communications. Always
Spectrum crops has been ensure there is enough contrast between the
pasted inside. This
is only permitted when color within the text and underline and the white
X the title appears on background.
a white background.
X The font and underline needs to be outlined and
made into a compound path before pasting
a Spectrum crop inside.
The text examples on the

left show a title and highlight White text on the Spectrum
numbers in Cambay Bold When the Spectrum is used as a background
caps. The font should appear titles, headlines and highlight numbers should
white when placed on one
of the Spectrum crops. appear in white.
Cambay titles centered and underlined

Cambay Bold caps is used for large titles and
headlines. An underline on a centered title
should be the cap height distance below and the
same thickness as the type. Only underline the
last line as shown on the example top left.
Cambay titles ranged left not underlined

Cambay Bold caps can also be set ranged left
with no underline. See the examples on the
following page.
33
Titles and headlines on photography
Titles centered and underlined Headlines ranged left

Titles and headlines in caps should always
appear white on photography. They should be
used at larger sizes on covers, dividers or key
MAIN HEADING IN pages in print or on screen. They are part of the

typography hierarchy and a key component in
adding pace to our communications.
CAMBAY BOLD CAPS Titles are centered with an underline, headlines

are ranged left with no underline as shown in
the examples on the right.
Always ensure there is enough contrast

between the text and the photographic
background to ensure legibility.
MAIN HEADING IN
CAMBAY BOLD CAPS
34
Text on photography
Text headings on color and black and white photography Pull-out text and caption text on photography
Smaller headings (in Roboto Medium, sentence
case), pull-outs, body text and captions can
Text heading in Roboto appear on photography. Either white out
or printed black.
sentence case Pull-out quotes in
Roboto Thin, sentence
Always ensure there is enough contrast
case cerferum quidebis
between the text and the photographic
iduntiost denihitia
background to ensure legibility.
dolume minvel amet et
doluptam ipitis dolorro
rionest amet.
Caption in Roboto Medium,
Text heading in Roboto

sentence case, atanule
gerenequam omnir amet
habentenatum plic faciem
sentence case
actum ius videris sidienistem
dius acia co vir aus adeo, con
diisqui possenit.
35
Typography don’ts
20 | c h a p t e r f i v e
4
Cupicae fore
E N G AG I N G YO U R T E A M S
T H R O U G H I N S I D E E N G AG E MAIN HEADING Mae vius consulis nonsti, ex mei ponsultori,
iam. Cupicae fore deressa des senti confex mei
pervit, dum non sulocchuc rei seni pecultora
Share your stories and successes of how you and your teams
have contributed to achieving the vision in the newly created Use the VISION2030 hashtags IN CAMBAY ipio, suam intiam cresim dicaverrit erentra
VISION 2030 community here. on all the posts when possible nonstam pulissi gilicis ex ne priocast. An hiliaet;
BOLD CAPS
• Asking questions of the community to provoke discussion non sin se escerratis. Obse vius pata Sciae esilla
to achieve the vision • Sharing progress and achievements against the vision nonc mandum notiuroxim quam det noculin
• Recognizing accomplishments of individuals and teams
of work that has helped advance JTI’s vision
Don’t use lower case in sub- Don’t use Cambay Bold caps Don’t use supporting colors Don’t use underlines on Don’t set text ranged right.
© Copyright JTI
headings or run text on from for small headings in text.
For JTI internal use only
in titles and headlines. ranged left titles Text is either centered
a headline. Always set text Always set smaller headings Titles and headlines use the or headlines. Only use or ranged left.
in sentence case. in Roboto. Spectrum or appear white on underlines on the last line
a photographic or Spectrum of a centered title
background. or headline.
© Copyright JTI For JTI internal use only
36
JTI Interim Bra nd Gui de l i ne s – P h o to g ra p h y
PHOTOGRAPHY CAPTURES
OUR WORLD, OUR PEOPLE
AND BUSINESS, AND
OUR CUSTOMERS
37
Overview
Our World Our People and Business Our Customers
There are three categories

of photography to enable
us to reflect and capture
all aspects of our brand.
Combining imagery from
the three categories creates
variety and flexibility within
the visual identity and helps
to tell a more complete story
of who we are. Our World photography uses heroic, wide- Capturing and celebrating our own people Capturing all aspects of the lives of our
angled shots of landscapes or cityscapes and our business. We show all aspects of our customers. We reflect their unique lifestyles.
to show our global perspective. The color tones people in a variety of working environments. Highlighting moments of pleasure and freedom
and textures are inspired by the Spectrum. We show the diversity in our communities and of choice.
the breadth of our working practices across
all of our markets worldwide.
38
Our World
The Spectrum influencing the colors of Our World photography

Our World imagery should be dramatic and
inspirational, epic in scale and shot from
a wide-angle, they should convey our global
perspective.
The blends of color in the Spectrum influence

the light, color and texture in Our World imagery.
Colors and light blends should be reflective
of the Spectrum colors with similar sympathetic
tones. They should have at least three
color tones.
They should be uncluttered with large areas

of color to hold text. They should be shot
straight on, with no extreme angles.
There should be some depth to the image not

just flat colors. The color and light should
be natural and not forced.
39
Our People and Business
Capturing and celebrating

‘moments’.
Content principles
• Celebration of our people
• Natural not posed
• Showing human presence
• Capturing a moment that is real
and honest
• A sense of optimism and energy
40
Our People and Business
Capturing the diversity

in our communities and
the breadth of our working
practices.
Content principles
• Genuine and real
• Helping to build a narrative
about our brand
• Mix of people and environment
• Capturing believable moments
41
Our Customers
Capturing ‘moments’
in the lives of our
customers.
Content principles
• Enhancing the ‘moments’ of pleasure
• Detail and beauty even in the
unexpected places
• Reflecting our customers and
their lifestyles
• Real moments that are uplifting,
warm and positive
42
Style treatment principles: Our World
Our World photography

Color and light
A soft blend of at least three colors with natural
light. Colors should loosely match the range
from the Spectrum.
Composition
Calm and uncluttered. Wide-angled, expansive
shots showing a landscape or cityscape for
example. Wide screen, panoramic in format.
Depth of field
Always ensure you source or commission
shots with a shallow depth of field. This gives
a heightened sense of perspective to the image.
Direction/angles
Shot straight on, no extreme angles but with
depth not flat. This is to enable titles to
be placed on the imagery without competing
angles between the image and the typography.
Retouching
Images can be retouched and colors can
be adjusted to make them ‘ownable’. However,
colors should not be forced otherwise the
image will look fake and unnatural.
43
Style treatment principles: Our People and Business, Our Customers
Our People and Business, Our Customers

Color vs black and white
Use a mixture of color and black and white
images to add pace and variety. It should
be roughly around 70% color to 30% black
and white as a rule of thumb.
Composition
Use a mixture of close ups and wider shots
to add pace and visual interest to layouts.
Low contrast
Low contrast lighting gives the photographs
a slightly muted feel. This allows the spectrum
to be the hero of the brand.
Depth of field
Always ensure you source or commission
shots with a shallow depth of field. This gives
a heightened sense of perspective to the image.
Directional/angles
Perspective and different angles give the
images depth and interest.
44
Adjusting existing JTI photography
We can use existing imagery Before

The top row of images show some existing
from our photography library examples of our photography style. You’ll notice
but it will need to be adjusted the colors are heavily saturated with high levels
of contrast.
to fit the new photography
style principles.
After
The bottom row of imagery has been adjusted
to fit with our new photography principles. The
color has been de-saturated and the contrast
adjusted slightly to provide a ‘softer’ feel to the
photography, similar to an Instagram filter.
45
Sourcing and commissioning
Getty Images image library Offset image library Unsplash photographers library JTI image library
Better quality imagery
One of the aims of the brand refresh
is to improve the quality of our brand,
particularly photography. Sourcing from
the best libraries and commissioning great
photographers will drive up the standard
of our material.
Photographic libraries
We recommend sourcing imagery from Getty
Images, Offset or Unsplash. Alternatively use
gettyimages.com offset.com unsplash.com jtimultimedialibrary.com the JTI image library selections shown on the
following two pages.
Royalty Free or Rights Managed

If your budget is limited you can source Royalty
Free (RF) imagery from Getty Images or Offset.
Alternatively you can source imagery from
Unsplash, which is license free. If you have
a reasonable budget you can use Rights
Managed (RM) imagery but ensure you
negotiate the correct and most cost-effective
license deal. Contact the Brand Team for advice.
Commissioning photographers
For high-quality, premium imagery, you may
wish to commission a photographer and
negotiate a buy-out license giving you sole
rights over imagery for a set period of time.
46
JTI Multimedia library
This page shows examples of

existing JTI photography that
follow the new principles.
47
JTI Multimedia library
This page shows examples of

existing JTI photography that
48
Unsplash
This page shows examples

of Unsplash photography that
49
JTI Interim Bra nd Gui de l i ne s – Ic o no g ra p h y
OUR ICONOGRAPHY IS
UNDER DEVELOPMENT
50
JTI Interim Bra nd Gui de l i ne s – Info g ra p h i c s
INFOGRAPHICS
51
Charts and graphs
JTI charts and graphs style using our supporting colors

Infographics style and color
Our infographics style is bold and simple
15% 15% as shown in the examples on this page. They
16%
16%
2% 2% 4% 4% use the supporting color palette and tints
of 80%, 60%, 40% and 20% if necessary.
5% 5%
Lorem ipsumLorem
dolor sit
ipsum dolor sit
Fonts in print
Infographics use Cambay Bold for large
26% 26% highlight numbers and text. All other information
should be set in Roboto.
42%
42%
Fonts for on-screen
43% 43% Infographics use Arial caps and sentence case
in place of Cambay Bold for large highlight
Lorem ipsumLorem
dolor sit
ipsum dolor sit
numbers and text. All other information should
also be set in Arial.
2016 2016 2018 2018

Lorem ipsum dolor
Lorem sitipsum
amet, dolor sit amet, Lorem ipsum dolor
Lorem sitipsum
amet, dolor sit amet,
consectetur adipiscing
consecteturelit. adipiscing elit. consectetur adipiscing
consecteturelit. adipiscing elit.
33%
33%
Donec non dignissim
Donec nonsapien.
dignissim sapien. Donec non dignissim
Donec nonsapien.
dignissim sapien.
2015 2015 2017 2017 2019 2019 Lorem ipsumLorem

dolor sit
ipsum dolor sit
Lorem ipsum dolor
Lorem sitipsum
Lorem sitipsum
Lorem sitipsum
amet, dolor sit amet,
consectetur adipiscing
consecteturelit. adipiscing elit.
Donec non dignissim
Donec nonsapien.
Donec nonsapien.
Donec nonsapien.
dignissim sapien.
52
Charts and graphs in use
JTI charts and graphs shown in PowerPoint®

The examples on this page are taken from the
Full width graph using Timeline chart using Text and graph using
Title and Content layout Title Only layout Two Content Layout master JTI PowerPoint® templates. They show
how our infographics are created using bold
Body Subtitle in Roboto Medium 14pt
shapes and forms with a varied selection
Column chart title Donut chart title
300
2016 2018 Body copy (first level text) Roboto Regular 14pt. Use the
Lorem ipsum dolor Lorem ipsum dolor
of colors or warm/cool themes of color.

259 sit amet, consectetur sit amet, consectetur to toggle between text levels. Lorem ipsum dolor sit amet,
adipiscing elit. Donec adipiscing elit. Donec consectetur adipiscing elit. Quisque pulvinar congue 1.2
250
227 229
235 viverra porttitor velit viverra porttitor velit condimentum. Nam sit amet vehicula urna. Etiam dapibus
Tints can also be used to help with more

at tempor. at tempor.
206
215
209 209 mauris lorem. In hac habitasse platea dictumst. Lorem 1.4
200
200 185
193 ipsum dolor sit amet, consectetur adipiscing elit. Quisque
182 183 183
150 143 142

154 2015 2017 2019 Lorem ipsum dolor sit amet, consectetur adipiscing elit. complex data.
117
130 Lorem ipsum dolor Lorem ipsum dolor Lorem ipsum dolor Praesent vel ex eu mi suscipit ultricies eget massa. Sed eu
111 sit amet, consectetur sit amet, consectetur sit amet, consectetur odio gravida, vehicula erat eu, aliquam lorem. Phasellus at
108
3.2 8.2
97 adipiscing elit. Donec adipiscing elit. Donec adipiscing elit. Donec
100 89 92 89
viverra porttitor velit viverra porttitor velit viverra porttitor velit facilisis odio. Quisque magna tellus, cursus a euismod eget,
71
63
at tempor. at tempor. at tempor. fringilla a dui. Donec viverra porttitor velit at tempor. Sed
59
53
44 44
enim nulla, suscipit volutpat ultrices nec, posuere.
50 37 37
34 34 34
• Left-aligned bullet point (second level text)
Roboto Regular 14pt
0
Category A Category B Category C • Aliquam in accumsan ante. Aliquam mauris tellus,
Group one Group two Group three Group four Group five Group six Group seven Group eight Group nine Group ten Group eleven Group twelve scelerisque id nibh id, pharetra ultricies magna 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
Chart source:
53
JTI Interim Brand Gui de l i ne s – L ayo ut p ri nc i p l e s
LAYOUT PRINCIPLES
54
Examples
Print example layout principles
Our layout principles are about freedom and The example cover
and spreads show our
space. The use of lots of white space asymmetric approach
is essential to our look. Our compositions to layout. Stepping images
should be clean with carefully considered and text columns and using
lots of white space provides
typography for content heavy as well as content a sense of freedom and
light applications. flexibility to our designs.
These are just some examples. We would

encourage you to use these themes
as a starting point for your own designs
and to use the Applications section as best
practice inspiration.
55
Examples
Digital example layout principles

jti.com The JTI logo appears in the jti.com

Brand elements Brand usage Inspiration | Logout
center with a centered title Brand elements Brand usage Inspiration | Logout
underneath. The title has a

Spectrum placed inside. The
WELCOME TO WELCOME TO
layout uses plenty of white
THE JTI BRAND space giving the images and THE JTI BRAND
S T YFLRE EGEU I D E
BRAND ELEMENTS / OUR LOGO DOWNLOAD ALL
STYLE GUIDE text room to breathe. Text

is centered and ranged left.
TO
Our logo is made of our name. It is the very embodiment of the JTI brand and DOWNLOAD LOGO .EPS
how we refer to ourselves. It must be legible in all circumstances, and given
DOWNLOAD LOGO .PNG
An additional Spectrum panel

except in legacy applications such as signage where it appears in JTI Green.
ACH I E VE
Everything on the JTI Brand: guidelines, artwork, files and inspiration Everything on the JTI Brand: guidelines, artwork, files and inspiration
is used to highlight different
What do you want to do? content but it uses the same What do you want to do?
Spectrum as the title creating

Ready to start? a consistent look. Ready to start?
Select relevant brand elements and navigate through Select relevant brand elements and navigate through
the brand usage section to start your project. the brand usage section to start your project.
The tobacco industry is in transformation – Our people drive our success –

we’re adapting for the future, with investment in a new generation and we reward them with a limitless world of opportunity
of smoke-free products
DISCOVER MORE
Living in
Principles the moment The JTI logo appears
in the center with a centered
The tastes and attitudes of our
title underneath – white
2x
customers are ever changing. So we
never stop listening – and finding ways
X Brand Elements Brand
to meet them. Usage Developing, testing and on a colorElements
Brand photograph. Brand Usage
A Spectrum crop has been Select relevant brand elements and navigate through
bringing
the to market
brand usage section to new and
start your innovative
project.
A Spectrum strip, set

forms of nicotine and tobacco products
2x
used as an eye-catching that fit their lives now.
to multiply, is used to unify
Logo clearspace Logo colourways and on photography Logo on Spectrum backgrounds header image with a ranged a carousel of imagery. The
The JTI logo is always surrounded by clear The JTI logos can be reproduced in black, The JTI logo always appears white
left title. The layout uses text is centered. All theI N S P I R A T I O N
I N S P I R AT I O N
plenty of white space giving elements are surrounded

Be inspired by colleagues around the world Be inspired by colleagues around the world
the images and text room to by plenty of white space
FRESH
Logo positioning
breathe. Text is ranged left. creating a sense of freedom
THINKING in the design.
Ploom uses state of the art, ‘no smoke, smoke

smell or ash’ tobacco heating methods –
and plays a major role in our vision for a future
where smokers and non-smokers can coexist
in harmony.
FIND OUT MORE
56
01/05
JTI Interim Bra nd Gui de l i ne s – Ap p l i c a ti o ns
THE APPLICATIONS
IN THIS SECTION ARE
DESIGNED AS BEST
PRACTICE EXAMPLES
57
PowerPoint®
58
PowerPoint® Warm color theme
Templates available in January 2019.
JTI custom presentation fonts

PRESENTATION TITLE HERE OVER Please ensure you have the Cambay and Roboto fonts
PRESENTATION TITLE HERE OVER PRESENTATION TITLE HERE OVER PRESENTATION TITLE HERE
2 LINES CAMBAY BOLD ALL CAPS installed on your computer before using this template. 2 LINES CAMBAY BOLD ALL CAPS 2 LINES CAMBAY BOLD ALL CAPS 2 LINES CAMBAY BOLD CAPS
Contact your IT department for help.
Presentation subtitle info Presentation subtitle info Presentation subtitle info Presentation subtitle info
if required in Roboto Regular if required in Roboto Regular if required in Roboto Regular
11 October 2018 11 October 2018 11 October 2018 11 October 2018
© JTI 2018 Confidential © JTI 2018 Confidential 11 October 2018 Presentation title in footer 2 © JTI 2018 Confidential © JTI 2018 Confidential © JTI 2018 Confidential
Title and Content layout, heading can Text Heavy layout, heading can Text and graph using Text and image using
run over 2 lines in Roboto Medium run over 2 lines in Roboto Medium Two Content Layout Two Content Layout
PRESENTATION TITLE Body Subtitle in Roboto Medium 18pt Body Subtitle in Roboto Medium 14pt Aliquam in accumsan ante Body Subtitle in Roboto Medium 14pt Donut chart title Body Subtitle in Roboto Medium 14pt
2 LINES CAMBAY ALL CAPS Body copy (first level text) Roboto Regular 18pt. Use the Increase/Decrease List Level buttons
on the Paragraph tab to toggle between text levels. Lorem ipsum dolor sit amet, consectetur
Aliquam mauris tellus, scelerisque id nibh id, pharetra
ultricies magna. Praesent sapien justo, eleifend eget dapibus
eu, volutpat vel arcu. Sed eleifend sit amet sem eget lacinia.
adipiscing elit. Quisque pulvinar congue condimentum. Nam sit amet vehicula urna. Etiam consectetur adipiscing elit. Quisque pulvinar congue Proin faucibus pellentesque ligula, sed tincidunt metus consectetur adipiscing elit. Quisque pulvinar congue 1.2 consectetur adipiscing elit. Quisque pulvinar congue
Presentation subtitle info dapibus mauris lorem. In hac habitasse platea dictumst. Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Quisque viverra tristique ullamcorper.
mauris lorem. In hac habitasse platea dictumst. Lorem
laoreet eget. Nam vitae arcu vel nunc tincidunt blandit. Sed
mattis ullamcorper consectetur. Etiam semper, ante sed
mauris lorem. In hac habitasse platea dictumst. Lorem 1.4

ipsum dolor sit amet, consectetur adipiscing elit. Quisque commodo cursus, mi massa ornare nibh, et bibendum nibh ipsum dolor sit amet, consectetur adipiscing elit. Quisque ipsum dolor sit amet, consectetur adipiscing elit. Quisque
viverra tristique ullamcorper. sapien at augue. viverra tristique ullamcorper. viverra tristique ullamcorper.
• Left-aligned bullet point (second level text) Roboto Regular 18pt
• Indented bullet point (third level text) Roboto Regular 16pt Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed vel est quis libero hendrerit ultrices Lorem ipsum dolor sit amet, consectetur adipiscing elit. Lorem ipsum dolor sit amet, consectetur adipiscing elit.
• Indented bullet point (fourth level text) Roboto Regular 14pt Praesent vel ex eu mi suscipit ultricies eget massa. Sed eu Suspendisse potenti. Praesent dapibus nulla non mauris Praesent vel ex eu mi suscipit ultricies eget massa. Sed eu Praesent vel ex eu mi suscipit ultricies eget massa. Sed eu
odio gravida, vehicula erat eu, aliquam lorem. Phasellus at tincidunt, eu suscipit nibh commodo. Mauris hendrerit iaculis odio gravida, vehicula erat eu, aliquam lorem. Phasellus at 3.2 8.2 odio gravida, vehicula erat eu, aliquam lorem. Phasellus at
• Indented bullet point (fifth level) Roboto Regular 12pt facilisis odio. Quisque magna tellus, cursus a euismod eget, ipsum, quis fringilla sem faucibus gravida. Vivamus lobortis facilisis odio. Quisque magna tellus, cursus a euismod eget, facilisis odio. Quisque magna tellus, cursus a euismod eget,
fringilla a dui. Donec viverra porttitor velit at tempor. Sed lorem ac justo sollicitudin, nec lobortis tellus lacinia. Nulla fringilla a dui. Donec viverra porttitor velit at tempor. Sed fringilla a dui. Donec viverra porttitor velit at tempor. Sed
enim nulla, suscipit volutpat ultrices nec, posuere. eleifend nunc urna, et tincidunt lacus tincidunt at. enim nulla, suscipit volutpat ultrices nec, posuere. enim nulla, suscipit volutpat ultrices nec, posuere.
• Left-aligned bullet point (second level text) • Left-aligned bullet point (second level text) • Left-aligned bullet point (second level text)
Roboto Regular 14pt Roboto Regular 14pt Roboto Regular 14pt
• Aliquam in accumsan ante. Aliquam mauris tellus, • Aliquam in accumsan ante. Aliquam mauris tellus, • Aliquam in accumsan ante. Aliquam mauris tellus,
11 October 2018 scelerisque id nibh id, pharetra ultricies magna scelerisque id nibh id, pharetra ultricies magna 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr scelerisque id nibh id, pharetra ultricies magna
© JTI 2018 Confidential © JTI 2018 Confidential 11 October 2018 Presentation title in footer 7 © JTI 2018 Confidential 11 October 2018 Presentation title in footer 8 © JTI 2018 Confidential 11 October 2018 Presentation title in footer 9 © JTI 2018 Confidential 11 October 2018 Presentation title in footer 10
Full width graph using Table style using Timeline chart using Comparison chart using
Title and Content layout Title and Content layout Title Only layout Title and Content layout
SPECTRUM DIVIDER
Column chart title Category title Category title
300
2016 2018
Text 0.00 0.00 Text Text or number Lorem ipsum dolor Lorem ipsum dolor • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent
SLIDE TITLE OR
259 sit amet, consectetur sit amet, consectetur vel ex eu mi suscipit ultricies eget massa vel ex eu mi suscipit ultricies eget massa
Text 0.00 0.00 Text Text or number adipiscing elit. Donec adipiscing elit. Donec
250 • Sed eu odio gravida, vehicula erat eu, aliquam lorem. Phasellus • Sed eu odio gravida, vehicula erat eu, aliquam lorem. Phasellus
235 viverra porttitor velit viverra porttitor velit
227 229
at tempor. at tempor. at facilisis odio. Quisque magna tellus at facilisis odio. Quisque magna tellus
STATEMENT OVER
215
209 209 Text 0.00 0.00 Text Text or number
206
193
200 • Cursus a euismod eget, fringilla a dui. Donec viverra porttitor velit • Cursus a euismod eget, fringilla a dui. Donec viverra porttitor velit
200
182 183 183 185 Text 0.00 0.00 Text Text or number at tempor. Sed enim nulla, suscipit volutpat ultrices nec, posuere at tempor. Sed enim nulla, suscipit volutpat ultrices nec, posuere
2015 2017 2019

150 143 142
130 Lorem ipsum dolor Lorem ipsum dolor Lorem ipsum dolor
111
Category title Category title
108
CAPS CAMBAY BOLD

92
100 89 89 Text 0.00 0.00 Text Text or number viverra porttitor velit viverra porttitor velit viverra porttitor velit • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent
71
63
at tempor. at tempor. at tempor. vel ex eu mi suscipit ultricies eget massa vel ex eu mi suscipit ultricies eget massa
53
50 37 37
44 44 • Sed eu odio gravida, vehicula erat eu, aliquam lorem. Phasellus • Sed eu odio gravida, vehicula erat eu, aliquam lorem. Phasellus
34 34 34
Text 0.00 0.00 Text Text or number at facilisis odio. Quisque magna tellus at facilisis odio. Quisque magna tellus
0 Text 0.00 0.00 Text Text or number at tempor. Sed enim nulla, suscipit volutpat ultrices nec, posuere at tempor. Sed enim nulla, suscipit volutpat ultrices nec, posuere
Category A Category B Category C
Group one Group two Group three Group four Group five Group six Group seven Group eight Group nine Group ten Group eleven Group twelve Text Number Number Text Text or number
Chart source:
© JTI 2018 Confidential 11 October 2018 Presentation title in footer 11 © JTI 2018 Confidential 11 October 2018 Presentation title in footer 12 © JTI 2018 Confidential 11 October 2018 Presentation title in footer 13 © JTI 2018 Confidential 11 October 2018 Presentation title in footer 14 © JTI 2018 Confidential 11 October 2018 Presentation title in footer 15
59
PowerPoint® Cool color theme
JTI custom presentation fonts

PRESENTATION TITLE HERE OVER Please ensure you have the Cambay and Roboto fonts
PRESENTATION TITLE HERE OVER PRESENTATION TITLE HERE OVER PRESENTATION TITLE HERE
2 LINES CAMBAY BOLD ALL CAPS installed on your computer before using this template. 2 LINES CAMBAY BOLD ALL CAPS 2 LINES CAMBAY BOLD ALL CAPS 2 LINES CAMBAY BOLD CAPS
Contact your IT department for help.
Presentation subtitle info Presentation subtitle info Presentation subtitle info Presentation subtitle info
if required in Roboto Regular if required in Roboto Regular if required in Roboto Regular
11 October 2018 11 October 2018 11 October 2018 11 October 2018
© JTI 2018 Confidential © JTI 2018 Confidential 11 October 2018 Presentation title in footer 2 © JTI 2018 Confidential © JTI 2018 Confidential © JTI 2018 Confidential
Title and Content layout, heading can Text Heavy layout, heading can Text and graph using Text and image using
run over 2 lines in Roboto Medium run over 2 lines in Roboto Medium Two Content Layout Two Content Layout
PRESENTATION TITLE Body Subtitle in Roboto Medium 18pt Body Subtitle in Roboto Medium 14pt Aliquam in accumsan ante Body Subtitle in Roboto Medium 14pt Donut chart title Body Subtitle in Roboto Medium 14pt
2 LINES CAMBAY ALL CAPS Body copy (first level text) Roboto Regular 18pt. Use the Increase/Decrease List Level buttons
on the Paragraph tab to toggle between text levels. Lorem ipsum dolor sit amet, consectetur
Aliquam mauris tellus, scelerisque id nibh id, pharetra
ultricies magna. Praesent sapien justo, eleifend eget dapibus
eu, volutpat vel arcu. Sed eleifend sit amet sem eget lacinia.
adipiscing elit. Quisque pulvinar congue condimentum. Nam sit amet vehicula urna. Etiam consectetur adipiscing elit. Quisque pulvinar congue Proin faucibus pellentesque ligula, sed tincidunt metus consectetur adipiscing elit. Quisque pulvinar congue 1.2 consectetur adipiscing elit. Quisque pulvinar congue
Presentation subtitle info dapibus mauris lorem. In hac habitasse platea dictumst. Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Quisque viverra tristique ullamcorper.
laoreet eget. Nam vitae arcu vel nunc tincidunt blandit. Sed
mattis ullamcorper consectetur. Etiam semper, ante sed
mauris lorem. In hac habitasse platea dictumst. Lorem 1.4

ipsum dolor sit amet, consectetur adipiscing elit. Quisque commodo cursus, mi massa ornare nibh, et bibendum nibh ipsum dolor sit amet, consectetur adipiscing elit. Quisque ipsum dolor sit amet, consectetur adipiscing elit. Quisque
viverra tristique ullamcorper. sapien at augue. viverra tristique ullamcorper. viverra tristique ullamcorper.
• Left-aligned bullet point (second level text) Roboto Regular 18pt
• Indented bullet point (third level text) Roboto Regular 16pt Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed vel est quis libero hendrerit ultrices Lorem ipsum dolor sit amet, consectetur adipiscing elit. Lorem ipsum dolor sit amet, consectetur adipiscing elit.
• Indented bullet point (fourth level text) Roboto Regular 14pt Praesent vel ex eu mi suscipit ultricies eget massa. Sed eu Suspendisse potenti. Praesent dapibus nulla non mauris Praesent vel ex eu mi suscipit ultricies eget massa. Sed eu Praesent vel ex eu mi suscipit ultricies eget massa. Sed eu
odio gravida, vehicula erat eu, aliquam lorem. Phasellus at tincidunt, eu suscipit nibh commodo. Mauris hendrerit iaculis odio gravida, vehicula erat eu, aliquam lorem. Phasellus at 3.2 8.2 odio gravida, vehicula erat eu, aliquam lorem. Phasellus at
• Indented bullet point (fifth level) Roboto Regular 12pt facilisis odio. Quisque magna tellus, cursus a euismod eget, ipsum, quis fringilla sem faucibus gravida. Vivamus lobortis facilisis odio. Quisque magna tellus, cursus a euismod eget, facilisis odio. Quisque magna tellus, cursus a euismod eget,
fringilla a dui. Donec viverra porttitor velit at tempor. Sed lorem ac justo sollicitudin, nec lobortis tellus lacinia. Nulla fringilla a dui. Donec viverra porttitor velit at tempor. Sed fringilla a dui. Donec viverra porttitor velit at tempor. Sed
enim nulla, suscipit volutpat ultrices nec, posuere. eleifend nunc urna, et tincidunt lacus tincidunt at. enim nulla, suscipit volutpat ultrices nec, posuere. enim nulla, suscipit volutpat ultrices nec, posuere.
• Left-aligned bullet point (second level text) • Left-aligned bullet point (second level text) • Left-aligned bullet point (second level text)
Roboto Regular 14pt Roboto Regular 14pt Roboto Regular 14pt
• Aliquam in accumsan ante. Aliquam mauris tellus, • Aliquam in accumsan ante. Aliquam mauris tellus, • Aliquam in accumsan ante. Aliquam mauris tellus,
11 October 2018 scelerisque id nibh id, pharetra ultricies magna scelerisque id nibh id, pharetra ultricies magna 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr scelerisque id nibh id, pharetra ultricies magna
© JTI 2018 Confidential © JTI 2018 Confidential 11 October 2018 Presentation title in footer 7 © JTI 2018 Confidential 11 October 2018 Presentation title in footer 8 © JTI 2018 Confidential 11 October 2018 Presentation title in footer 9 © JTI 2018 Confidential 11 October 2018 Presentation title in footer 10
Full width graph using Table style using Timeline chart using Comparison chart using
Title and Content layout Title and Content layout Title Only layout Title and Content layout
SPECTRUM DIVIDER
Column chart title Category title Category title
300
2016 2018
Text 0.00 0.00 Text Text or number Lorem ipsum dolor Lorem ipsum dolor • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent
SLIDE TITLE OR
259 sit amet, consectetur sit amet, consectetur vel ex eu mi suscipit ultricies eget massa vel ex eu mi suscipit ultricies eget massa
Text 0.00 0.00 Text Text or number adipiscing elit. Donec adipiscing elit. Donec
250 • Sed eu odio gravida, vehicula erat eu, aliquam lorem. Phasellus • Sed eu odio gravida, vehicula erat eu, aliquam lorem. Phasellus
235 viverra porttitor velit viverra porttitor velit
227 229
at tempor. at tempor. at facilisis odio. Quisque magna tellus at facilisis odio. Quisque magna tellus
STATEMENT OVER
215
209 209 Text 0.00 0.00 Text Text or number
206
193
200 • Cursus a euismod eget, fringilla a dui. Donec viverra porttitor velit • Cursus a euismod eget, fringilla a dui. Donec viverra porttitor velit
200
182 183 183 185 Text 0.00 0.00 Text Text or number at tempor. Sed enim nulla, suscipit volutpat ultrices nec, posuere at tempor. Sed enim nulla, suscipit volutpat ultrices nec, posuere
2015 2017 2019

150 143 142
130 Lorem ipsum dolor Lorem ipsum dolor Lorem ipsum dolor
111
Category title Category title
108
CAPS CAMBAY BOLD

92
100 89 89 Text 0.00 0.00 Text Text or number viverra porttitor velit viverra porttitor velit viverra porttitor velit • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent
71
63
at tempor. at tempor. at tempor. vel ex eu mi suscipit ultricies eget massa vel ex eu mi suscipit ultricies eget massa
53
50 37 37
44 44 • Sed eu odio gravida, vehicula erat eu, aliquam lorem. Phasellus • Sed eu odio gravida, vehicula erat eu, aliquam lorem. Phasellus
34 34 34
Text 0.00 0.00 Text Text or number at facilisis odio. Quisque magna tellus at facilisis odio. Quisque magna tellus
0 Text 0.00 0.00 Text Text or number at tempor. Sed enim nulla, suscipit volutpat ultrices nec, posuere at tempor. Sed enim nulla, suscipit volutpat ultrices nec, posuere
Category A Category B Category C
Group one Group two Group three Group four Group five Group six Group seven Group eight Group nine Group ten Group eleven Group twelve Text Number Number Text Text or number
Chart source:
© JTI 2018 Confidential 11 October 2018 Presentation title in footer 11 © JTI 2018 Confidential 11 October 2018 Presentation title in footer 12 © JTI 2018 Confidential 11 October 2018 Presentation title in footer 13 © JTI 2018 Confidential 11 October 2018 Presentation title in footer 14 © JTI 2018 Confidential 11 October 2018 Presentation title in footer 15
60
Word template covers
Internal Communications Internal Communications Internal Communications

Corporate Communications Corporate Communications Corporate Communications
Corporate Policy Employee Policy HR Policy

Version 2 Effective October 2019 Version 2 Effective October 2019 Version 2 Effective October 2019
JTI Corporate Policies & Procedures JTI Corporate Policies & Procedures JTI Corporate Policies & Procedures
61
Word template cover and spreads
Internal Communications Policy: Corporate Communications Policy: Corporate Communications

Corporate Communications
A. PURPOSE & BENEFITS

Henihil minvendaepro incitinisit qui rem eaquo commos est, illatur am, occust, odis ra simet ex earunture, volo invero
dolupti consequis delisquatque sit ut voluptatque dolupta.
B. SCOPE
CORPORATE Henihil minvendaepro incitinisit qui rem eaquo commos est, illatur am, occust, odis ra simet ex earunture, volo invero
dolupti consequis delisquatque sit ut voluptatque dolupta tquatemquia doluptatem int quis dolore peliquid quam
Corporate Policy A. Purpose & benefits ........................................................................................................................3

B. Scope .............................................................................................................................................3
expedi tem voluptatem non commos et a nos aut il et pe pliciis dolenem.
Doluptatae pla voluptatio maximag namenda cone pra vid que niandit mo dion nobis quo ipsum expland andusaes
apitiur, venda quiat everum aut quam qui quid quo eturectia dipicimagnis expedi tem voluptatem non commos et a
Version 2 Effective October 2019 C. Policy statements and procedure ................................................................................................3 nos aut il et pe pliciis dolenem qui untotat offictius dolupta tionet que que .
C.1 Applicable to all employees ...................................................................................................3 Henihil minvendaepro incitinisit qui rem eaquo commos est, illatur am, occust, odis ra simet ex earunture, volo invero
C.2 Applicable to authorized spokespersons .............................................................................5 expedi tem voluptatem non commos et a nos aut il et pe pliciis dolenem.
D. Roles & responsibilities .................................................................................................................7
C. POLICY STATEMENTS AND PROCEDURE
E. References ........................................................................................................... ..........................7 C.1 Applicable to all employees
F. Definitions .......................................................................................................................................7
Dealing with Media Enquiries
G. Policy owner ..................................................................................................................................8 minvendaepro incitinisit qui rem eaquo commos est, illatur am, occust, odis ra simet ex earunture, volo invero dolupti
consequis:
H. Document management ...............................................................................................................8 1. Expedi tem voluptatem non commos et a nos aut il et pe pliciis dolenem qui untotat offictius dolupta tionet que que
I. Appendix 1: disclosure (referred to in bap/memo) ....................................................................9 conempos suntibu.
2. Occust, odis ra simet ex earunture, volo invero, odis ra simet ex earunture.
3. Doluptatae pla voluptatio maximag namenda cone pra vid que.
4. Expland andusaes apitiur, venda quiat everum aut quam:
• enihil minvendaepro incitinisit qui rem eaquo commos
• voluptatque dolupta tquatemquia doluptatem int quis dolore
• dolupti consequis delisquatque sit ut voluptatque dolupta tquatemquia doluptatem int
• niandit mo dion nobis quo ipsum expland andusaes apitiu.
External Social Media – Personal Use

1. Henihil minvendaepro incitinisit qui rem eaquo commos est, illatur am, occust, odis ra simet.
2. Expedi tem voluptatem non commos et a nos aut il et pe pliciis dolenem qui untotat:
• consequis delisquatque sit ut voluptatque dolupta tquatemquia doluptatem int quis dolore peliquid quam expedi
tem voluptatem non conempos suntibus, quam ipictatur alit omniaeritio. Doluptatae pla voluptatio maximag
namenda cone pra vid que niandit mo dion nobis;
• ipsum expland andusaes apitiur, venda quiat everum aut quam qui quid quo eturectia dipicimagnis acestia
volenis ut eaque con re;
3. Henihil minvendaepro incitinisit qui rem eaquo commos est, illatur am, occus.
Third Party Endorsements

Henihil minvendaepro incitinisit qui rem eaquo commos est, illatur am, occust, odis ra simet ex earunture, volo invero
expedi tem voluptatem non commos et a nos aut il et pe pliciis dolenem qui untotat offictius dolupta tionet que que
conempos suntibus, quam ipictatur alit omniaeritio. Doluptatae pla voluptatio maximag namenda cone pra vid que
niandit mo dion nobis quo ipsum expland andusaes apitiur, venda quiat everum aut quam qui quid quo eturectia
dipicimagnis acestia volenis ut eaque con re conempos suntibus, quam ipictatur alit omniaeritio.
JTI Corporate Policies & Procedures JTI Corporate Policies & Procedures Page 2 of 9 JTI Corporate Policies & Procedures Page 3 of 9
62
Digital
EXAMPLES / LAYOUT PRINCIPLES
PRESENTATION TITLE HERE OV

Layout principle examples
Layout principles Print example layout principles
Print Our layout principles are about freedom and space. White is one
2 LINES CAMBAY BOLD ALL CA

Online of our primary colours. The use of lots of white space is essential
power point to our look. Our compositions should be clean with carefully
considered typography for content heavy as well as content light
Word templates
applications. These are just some examples. We would encourage
Brand site homepage
you to use these themes as a starting point for your own designs
Posters and to use the Applications section as best practice inspiration.
Report covers
Report spreads
Newsletter

Email banner
The example spreads show
Mobile app homepage
our asymmetric approach
Twitter to layout. Stepping images
Business card and text columns and using

lots of white space provides
a sense of freedom and
flexibility to our designs.
11 October 2018
Digital example layout principles © JTI 2018 Confidential

A Spectrum crop has been used as an eye-catching

header image with a centred title underlined. The layout
uses plenty of white space giving the images and text
room to breathe. Text is centred and ranged left.
BRAND ELEMENTS / OUR LOGO DOWNLOAD ALL
Our logo is made of our name. It is the very embodiment of the JTI brand and DOWNLOAD LOGO .EPS
how we refer to ourselves. It must be legible in all circumstances, and given
except in legacy applications such as signage where it appears in JTI Green. DOWNLOAD LOGO .PNG
Principles
2x
2x
Logo clearspace Logo colourways and on photography Logo on Spectrum backgrounds

The JTI logo is always surrounded by clear The JTI logos can be reproduced in black, The JTI logo always appears white
Logo positioning
63
The JTI logo appears in the centre with a centred
title underneath white on a colourphotograph. A
Report covers
Covers can use photography

with a Spectrum strip
positioned horizontally
or vertically. Spectrum
crops can also be used
as backgrounds for titles.
64
Report spreads
65
Report spreads
66
Report spreads
67
Newsletter

Human Resources
General Service over two lines

nulla vestibulum.

Sub-heading in Roboto can run Nam et tempus elit, vitae maximus nisi.
fringilla. In nec ornare leo. Etiam nec dui
sem. Pellentesque habitant morbi tristique

nulla vestibulum.
over two lines
46%
dignissim ligula, vitae sollicitudin justo sapien sit amet interdum elementum. Donec augue, posuere ut lectus eu, blandit ultrices elit, vel lobortis risus. Phasellus placerat 15%
dictum a. Aenean interdum mollis ante. Duis venenatis vel tortor ut mattis. Donec est velit, Lorem ipsum dolor lorem. Phasellus auctor sodales est vitae dignissim ligula, vitae sollicitudin justo 15%
15%
15%
posuere nulla vestibulum. Phasellus non non, posuere dolor. Vestibulum maximus
Fig. 1
dignissim ligula, vitae sollicitudin justo sapien sit amet interdum elementum. Donec

15%
magna ultrices fringilla. In nec ornare leo. 15%
morbi tristique senectus et netus et

Deparment
Name Surename
Location
+00 (0) 1234 56789
name.surname@jti.com
68
Email signature
Charlotte Perrot 8, rue Kazem Radjavi

Internal Communications Manager 1211 Geneva Switzerland
Corporate Communications +41 22 703 07 42
jti.com +41 78 706 89 78
69
Email banner

Global Supply Chain
CONTINUOUS
IMPROVEMENT
AWA R DS
Celebrating achievements in our factories
Global Supply Chain
CONTINUOUS
I M PROV E M E N T AWA R DS
Celebrating achievements in our factories
Global Supply Chain
CONTINUOUS
I M PROV E M E N T AWA R DS Email banner templates
Celebrating achievements in our factories to be created and
shared at a later stage.
70
Mobile app homepage
71
Pull-up banners
72
Business card
Business cards should

only be created if there
is a real need i.e. (employees
meeting with government
officials or externally facing
needs.) To be discussed with
your management. Keep old
business cards until out
of stock.
Dimensions:
85mm x 55mm
Stock:
Conqueror Wove Brilliant
White 400gsm
More detailed guidelines

to be provided.
73
Letterhead
Keep old letterheads until out

of stock. Print in refreshed
branding once new stock
is needed. You can choose
a Spectrum crop.
74
Security pass and lanyard
ROBERT JOHNSON
Operations Manager
ALISON WALKER
CA&C Manager
75
Posters
76
Posters
77
Wall graphics
78
JTI Interim B ra nd Gui de l i ne s – Co nt a c ts
CONTACTS FOR
FURTHER HELP
AND ADVICE
79
JTI Interim B ra nd Gui de l i ne s – Co nt a c ts
Brand Team, Brand Site and Fonts
Brand Team
We have tried to give as much detail and
guidance as possible to help you understand
and implement our brand. Use the Applications
section as a best practice guide for inspiration.
Inevitably there will be questions about specific
applications and rules.
If you need more help, please contact:
Charlotte Perrot
charlotte.perrot@jti.com
Tara Champetier
tara.champetier@jti.com
Brand site
The online JTI Brand Style Guide has everything
on the JTI Brand; guidelines, artwork, files and
inspiration. The Brand site will be updated and
ready in January 2019.
Fonts downloads
Cambay and Roboto are Google fonts suitable
for print, web and on screen applications.
They are available to download from
www.fonts.google.com
80
jtibrand.com

Brand Guideline PDF

Загружено:

Сведения о документе

Оригинальное название

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Brand Guideline PDF

Загружено:

Авторское право:

Доступные форматы

JTI Inte ri m B ra nd Gui de l i ne s

Version 1.0 October 2018

Introduction 3 Typography 26 Iconography 50 Applications 57 Contact 79

All the visuals in this

OUR LOGO IS THE

Logo on flat color background Logo on Spectrum backgrounds

Logo on photographic backgrounds Logo colorways

Logo on Spectrum backgrounds

Please note: These are the preferred JTI logo

BRAND ELEMENTS BRAND USAGE EXAMPLES | LOGOUT

A GROWING MOVEMENT lorem. Phasellus auctor sodales est vitae

Orisus. Suspendisse nec rutrum magna.

Sub-heading in Roboto can run

onto two lines if necessary posuere nulla vestibulum. Phasellus non

THE JTI BRAND

2 LINES CAMBAY BOLD ALL CAPS

46% if required in Roboto Regular

Whoncus venenatis risus. Suspendisse nec

odio, ultricies non tellus vitae, mattis cursus

Brand Elements Brand Usage

LOGO CLEAR SPACE AND SIZING

Our logo Clear space

Logo and url relationship

Logo files are available on:

The jti.com url is never

The guidance given throughout this document

OUR UNIQUE AND

Using the Spectrum

The choice of color is flexible, however,

Spectrum crop 1 Spectrum crop 2 Spectrum crop 3

How many colors?

Master landscape crops

Spectrum CMYK and RGB versions

Spectrum files can be downloaded on:

Spectrum crops should

How to make Spectrum selections

The same principle applies to landscape and

Strips, solid or set to multiply, can be overlaid

The Spectrum strip can be solid or set to

Issue 00 | 6 November 2018 Story heading Roboto Light

A GROWING MOVEMENT lorem. Phasellus auctor sodales est vitae

Orisus. Suspendisse nec rutrum magna.

onto two lines if necessary posuere nulla vestibulum. Phasellus non

Whoncus venenatis risus. Suspendisse nec

odio, ultricies non tellus vitae, mattis cursus

Color guidance: Our secondary color palette is inspired by the

Secondary color use

shapes and forms with a varied selection

of colors or warm/cool themes of color.

OUR TYPOGRAPHY HELPS

We have a variety of fonts with specific uses.

The following pages provide more details and

Cambay Bold caps

Headline point size = x

*Please note you cannot scale tracking. It has

Roboto font weights

The example spread shows Roboto Light

Arial is our system font

Arial font weights

The example PowerPoint®

Text Heavy layout, heading can

Title set in Cambay Page numbers set Captions set in Roboto

Fonts and languages