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Ben & Jerry’s
SEO and Metadata
SKU
Name
IN0001
Merchandise>Hats & Caps
Benefits/
Key Features
Extremely rare vintage style.
Vintage Ben & Jerry’s snapback
hat from the late 80s or early 90s.
It features a rad design with a cow
print-patterned shell and
embroidered graphics.
Specifications
Size: One Size Fits Most
Image/Video
To re-sized for 445x445pixels
Description
Unit Price
Quantity in
Stock
Inventory
Value
Discover nostalgia with this vintage Ben &
Jerry’s snapback hat from the late 80s or
early 90s.
Embrace the rad design showcasing a cow
print-patterned shell and intricate
embroidered graphics. A must-have for
collectors – this piece is exceptionally rare
and promises a unique blast from the past.
$280.00
100
$28,000.00
IN0002
Item 2
Embrace the retro vibes and grab this crazy
Desc 2
$93.00
5
$465.00
IN0003
Item 3
Desc 3
$57.00
20
$1,140.00
IN0004
Item 4
Desc 4
$19.00
11
$209.00
IN0005
Item 5
Desc 5
$75.00
12
$900.00
IN0006
Item 6
Desc 6
$11.00
5
$55.00
IN0007
Item 7
Desc 7
$75.00
5
$375.00
IN0008
Item 8
Desc 8
$14.00
28
$392.00
Meta title
Meta
description
Rare Ben & Jerry’s
Uncover rare
Vintage snapback hat nostalgia Ben &
with unique cow print Jerry’s vintage
design
snapback hat.
Featuring a unique
cow print design
and embroidered
graphics, this
collector’s essential
won’t last long –
secure yours now!
Compliance
and Legal
Promotion
Yes
Yes
Discontinued?
What a long, strange trip it’s been.
From a renovated gas station in Burlington, Vermont, to far-off
places we sometimes mispronounce, this grassroots ice cream business
that began in 1978 with two guys and a meager $12,000 investment
has come a long, long way. It’s come so far that now you can find
Ben & Jerry’s in far away places like Japan, Australia and all
over the UK.
So, we thought it’d be wise to put together a book of guidelines to
help our designers and writers keep our brand on the same page.
This book is designed to help all of our teams across the globe
express our brand in a consistent and united way. Think of it as
guidance for each and every one of our visual statements.
01. Brand Voice
02. Brand Mark
03. Typography
04. Color Palette
05. Graphic Elements
06. Illustration
07. Photography
08. Benefit Logos
09.
Legal
01. Brand Voice
SPEAKING OUR
LANGUAGE
Who We Are
unabashed
compassionate
genuine
inspired
worldly
playful
cool
foodies
expressive
outspoken unconventional
exceptional
informal down-to-earth
undaunted
understanding
empathetic respectful
unforgettable
dedicated
activist
real
nutty
fun
innovative
positive worldly
social forward
unassuming aware open
kind pioneering
intuitive
fresh wacky wild
caring
irrepressible
sensitive
outrageous
informal inclusive
witty
in-your-face
values-led
inspiring
spontaneous
human
brazen committed mission driven
whimsical
interactive adventurous
realistic bold
unpretentious
impromptu
generous
mindful uncompromising
weird
silly tolerant
understandable
progressive
good
contemporary
socially-responsible
different quirky
lovable intense interconnected
offbeat honest
audacious
enterprising compelling
driven
passionate
fair
irreverent imaginative
natural earnest
sassy
Voice: What We Say and How We Say It
Who We
Aren’t…
ok
cy to co
n
e
g
a
r
t ou
gn
Let’s ge
campai
d
a
y
h
as
up a fl
s we’re
r
e
m
u
s
n
ince co
!
parent
to conv
s
n
a
r
t
tic and
authen
Ben & Jerry’s Visual Brand Guidelines
06
Our Voice Is…
bold
e
pretentious
or pompous
t
T
t
oT
nO
N
nO
N
oT
sma t
or s rmy
an
mon ctiious
e
pe
na
rso bl
& direc
NO
sincer
inclusiv
N
fake or
contrived
conv
s
daciou
u
a
nO
oT
t
N
obnoxious
offbea
t
al
T
ot
n
NO
tty
a
h
c
t
corporate
or bureaucratic
NO
sation
r
e
elitis
l
forma
n
i not
OT
nuine
e
g
T
notT
NO
e
or
rude itive
ns
inse
not
off- NOT
putt
ing
Our Language and Humor Is…
&
clever
quirky
NOT
slick or
slapstick
NOT
corny
(less corn,
more wry)
witty,
wacky
slightly
sassy
T
NO y,
cutes ,
é
clich or
ish
child ony
carto
NEVER
snide,
snarky
or
sarcasti
c
playful
,
fun
Voice: What We Say and How We Say It
Our Target Audience.
We’re not talking to kids; we’re talking
to adults (and their inner kids).
“OOEY-GOOEY”
We want to reach the kid inside every adult so we
use descriptive words that evoke a childlike playfulness
(ooey-gooey, chocolatey-chunky).
At the same time, we don’t want to alienate or talk down to the adult, so we avoid
using words that are overly cutesy or juvenile (yummy, tummy, belly).
Wordplay is Fun…
…When it’s not
overdone
In Other Words…
“EUPHORIA AHEADIA”
We’d rather invent an unconventional catch-phrase (Euphoria Aheadia)
than be overdependent on a conventional catch-phrase (Here’s The Scoop).
Watch out for worn-out words, overdone puns and clichés:
• corny compound words ending in “-tastic” or “-licious”
• dueling “moo”-isms and “cow”-isms
• barnyard banter gone bonkers
• heifers and hooves and “udder” absurdity in every other sentence
Don’t follow the herd.
Do be outstanding in the field.
Ben & Jerry’s Visual Brand Guidelines
09
Voice: What We Say and How We Say It
Juicy Euphemisms.
Dicey double entendres, suggestive
expressions, etc. We’re not prudes
about such usage but it’s best to be
double-extra judicious about it.
Bottom line: we think it’s better to
be strategically cheeky than to
end up being the butt of jokes.
When it fits, it fits:
“give a lick
and
learn more”
“size
matters”
“lick global
warming”
“shirt
ns”
happe
When it’s forced, it’s horrid:
“Feelin’
Licky?”
Ben & Jerry’s Visual Brand Guidelines
“Lick here!”
10
Voice: What We Say and How We Say It
Goof-Proofing.
Be sure to check not only for
goofs and typos but also for any
telltale lapses in voice or loss of
alignment with our personality.
Additionally, checkout our list of
brand-specific words with
spelling consistency rules.
uds”
“ tasteb
not “taste buds”
(while both are correct, we prefer the 1-word version)
”
coop Shop
“notS“scoop
shop”
“chocolatey”
or “scoopshop”
not “chocolaty”
“PartnerShop®”
not “partnershop” or “partner shop”
– and not without the ®
m”
“super premiu
not “superpremium,”
or “super-premium,” or “Super Premium.”
Ben & Jerry’s Visual Brand Guidelines
11
Voice: What We Say and How We Say It
One Last Point…
We’re not the punctuation police,
but if we had to pick one thing that
really really bugs us, it’d be
excessive use of exclamation marks.
we think they’re best when used to
catch the eye, not! poke! it! out!
I like cooking
my pets
and family
keep clam
and proofread
use commas, don’t be a psycho
win the spelling bee
if you’re happy
and you know
it, crap
your hands
let’s eat grandma
a
let’s eat, grandm
avoid typos, stay clean
commas save lives
Ben & Jerry’s Visual Brand Guidelines
36
12
02. Brand Mark
LET’S TALK
LOGOS
®
Brand Mark: Primary ‘Arch’ Logo
Don’t Mess with our
Mark, Man.
The brand mark is the cornerstone of
our company’s identity. The black and
gold shield assures the presence of
responsibly sourced, premium
ingredients – think of it as a stamp of
approval. It’s been described as friendly,
fun, inviting, familiar and comforting –
and we think it’s pretty great too.
As with any company, our logo is one
of our most valuable assets. It’s the
image that is seen most often in the
marketplace and on all materials
created for Ben & Jerry’s. Therefore,
it’s very important to be consistent
in the presentation of our logo so our
brand is easily recognized, becoming
synonymous with amazing ice cream.
The Ben & Jerry’s logo should always be
trademarked with an ® located outside the shield
at the lower right corner.
The simple ‘Arch’ logo is the one that
should be used in most circumstances
and the preferred usage is centered.
Ben & Jerry’s Visual Brand Guidelines
14
Brand Mark: Market ‘Arch’ Logos
Mark the Right
Territory.
Global Market ‘Arch’
Note that we employ two
versions of our brand mark:
one for the U.S. market and
another for the global market.
So, please make sure to use
the correct version.
File name: TBD
U.S. Market ‘Arch’
Ben & Jerry’s Visual Brand Guidelines
15
Brand Mark: Minimum Space and Sizing
How Close is
Too Close?
Clear Space
Clear space surrounding the logo
is x-height of the Ben & Jerry’s
wordmark.
x-height
The one exception to this rule is
the Ben & Jerry’s flavor cloud,
whose rules will be explained
later in this document.
The minimum logo size is 1.75”
in width.
Clear Space Exception (Flavor Cloud)
Minimum Size
1.75” width
Ben & Jerry’s Visual Brand Guidelines
16
Brand Mark: Improper Logo Use
Logo No-Gos.
We like our logo the way it is.
We wouldn’t change a thing about
it so we’d appreciate it if you didn’t
either. Here’s how you can avoid
leaving your unwanted mark on
our mark.
01
01
06
02
07
03
08
04
09
Don’t move or remove the ® symbol.
02 Don’t even think about squishing
or skewing the logo.
03
Don’t change the color of the logo.
(Not even the border, you sneak!)
04 Don’t tilt the logo.
05 Don’t add a drop shadow.
06 Don’t place the logo over photography.
07 Don’t flatten the logo.
08 Don’t stack the logo.
09 Don’t remove the border.
10
Don’t add or change text above the
‘Arch.’
ious Copy I Wrote
Hilar
05
Ben & Jerry’s Visual Brand Guidelines
10
17
Brand Mark: Secondary Logos
Special
Treatment.
When dealing with logos for
special-use cases, use the ‘Arch’
when possible. But in cases when
the ‘Arch’ cannot be used, like
on Scoop Shop signage, with
stacked wordmarks and when
our brand name is abbreviated
in the form of a social media
icon, please refer to the figures
on the right.
File name: TBD
One Line Wordmark
For when the ‘Arch’ cannot be used.
Stacked Wordmarks
Abbreviated
For when the ‘Arch’ cannot be used.
Social media icon.
®
Ben & Jerry’s Visual Brand Guidelines
18
03. Typography
THE VISUAL
WORLD OF WORDS
W
Typography: Typefaces for Print
About Typeface.
We’ve created a refined,
uniform type system and
hierarchy for use in print.
Check it out.
ChunkReThunk is to be used
for primary headlines,
Block Std Heavy for subheaders,
Severance the Sequel for body
copy and captions, and Chauncy
for tertiary/expressive copy.
Aa Bb Cc
Headlines (Primary)
Headlines (Secondary)
ChunkReThunk
AaBbCcDdEeFfGgHhIi
JjKkLlMmNnOoPpQ q Rr
SsTtUuVvWwXxYyZz
1234567890
Block Std Heavy
AaBbCcDdEeFfGgHhIi
JjKkLlMmNnOoPpQqRr
SsTtUuVvWwXxYyZz
1234567890
Body Copy and Captions
Severance the Sequel Bold
Severance the Sequel Regular
AaBbCcDdEeFfGgHhIi
JjKkLlMmNnOoPpQqRr
SsTtUuVvWwXxYyZz
1234567890
Ben & Jerry’s Visual Brand Guidelines
20
Typography: Typefaces for Web
Word to the Web.
We’ve created a refined,
uniform type system and
hierarchy for use on the web.
The only change is the body
copy font.
Headlines (Primary)
Headlines (Secondary)
ChunkReThunk
AaBbCcDdEeFfGgHhIi
JjKkLlMmNnOoPpQ q Rr
SsTtUuVvWwXxYyZz
1234567890
Block Std Heavy
AaBbCcDdEeFfGgHhIi
JjKkLlMmNnOoPpQqRr
SsTtUuVvWwXxYyZz
1234567890
Body Copy and Captions
American Typewriter Bold
American Typewriter Regular
AaBbCcDdEeFfGgHhIi
JjKkLlMmNnOoPpQqRr
SsTtUuVvWwXxYyZz
1234567890
Ben & Jerry’s Visual Brand Guidelines
21
Typography: Type Case and Heirarchy
A Heads Up on
Headlines.
Chunk ReThunk is to be used
for primary headlines,
Block Std Heavy for subheaders,
Severance the Sequel for body
copy and captions, and Chauncy
for tertiary/expressive copy.
Primary and secondary
headlines can appear in all
caps, title case or sentence case.
Body and tertiary/expressive
voice copy should always
appear in sentence case.
Headline Made
With Natural
Ingredients
BODY COPY HEADER
Body copy lorem ipsum dolor sit amet, consectetur adipiscing
All Capselit. Mauris tincidunt ante enim, a mattis tellus vulputate
Title et.
Case
Pellentesque ac vestibulum augue. Duis ornare urna eget libero
mollis, vel commodo lorem maximus. Etiam ut bibendum nisl,
bibendum rutrum nibh. Nulla egestas, nulla vel molestieurna.
Expressive voice lorem
ipsum dolor.
All-caps Headlines
Ben & Jerry’s Visual Brand Guidelines
Body Copy Header
Body copy lorem ipsum dolor sit amet, consectetur adipiscing
elit. Mauris tincidunt ante enim, a mattis tellus vulputate et.
Pellentesque ac vestibulum augue. Duis ornare urna eget libero
mollis, vel commodo lorem maximus. Etiam ut bibendum nisl,
bibendum rutrum nibh. Nulla egestas, nulla vel molestieurna.
Expressive voice lorem
ipsum dolor.
Title Case Headlines
22
Typography: Special Use Cases
Some Rules
Are Made to be
Broken.
This page is meant to show that
there’s a little more flexibility
and room for play when
designing new innovation and
partnership logos. You can fill
with color. You can substitute
illustration for a letterform.
You can use title case or all caps.
You get the gist. But keep in
mind these logos should still use
the core brand fonts outlined on
the previous pages. We want to
keep the type system intact and
consistent.
Primary Flavor
Title Case Chunk ReThunk
Innovations / Specialty SKUs
Ben & Jerry’s + Brand Partnership
Sentence Case Severance the Sequel
Slightly more freedom and room for play.
Still based in core fonts.
TM
Ben & Jerry’s Visual Brand Guidelines
23
04. Color Palette
Color Palette: Primary Brand Palette
Ben & Jerry’s Gold
True Blue &
Mellow Yellow.
Pantone 130C
CMYK: 0, 30, 100, 0
RGB: 253, 185, 19
Here we have our primary
brand palette. These are our
core colors that we own as
brand equities. They keep the
brand fresh and recognizable
and should be used as the main
colors whenever possible.
On the following pages you’ll
see we have included the color
values for print and web to
ensure consistent application
across all touchpoints.
Ben & Jerry’s Black
Pantone BlackC
CMYK: 0, 0, 0, 100
RGB: 35, 31, 32
Ben & Jerry’s Blue Sky
Pantone 298C
CMYK: 64, 10, 1, 0
RGB: 64, 180, 229
Ben & Jerry’s Light Blue Sky
Pantone 298C 10% tint
CMYK: 21, 0, 2, 0
RGB: 196, 231, 243
To the right you’ll see a defined
core color palette, which is to be
consistently executed across
all touch points. These are a
reflection of our personality
and are based off of the logo
and universally recognized
grass/sky illustration.
Ben & Jerry’s Light Green Grass
Pantone 376C
CMYK: 55, 3, 100, 0
RGB: 130, 188, 0
Ben & Jerry’s Green Grass
Pantone 7741C
CMYK: 78, 25, 100, 10
RGB: 65, 135, 63
Ben & Jerry’s Visual Brand Guidelines
25
Color Palette: Primary Gradients
Primary Color
Concerns.
The two primary gradients are
made from colors from the core
palette, shown on the previous
page. The green gradient is from
the core Ben & Jerry’s dark
green to the core light green,
and the blue is from the core
Ben & Jerry’s dark blue to the
core light blue.
Ben & Jerry’s Blue Sky
Ben & Jerry’s Light Green Grass
Pantone 298C
Pantone 376C
CMYK: 64, 10, 1, 0
RGB: 64, 180, 229
CMYK: 55, 3, 100, 0
RGB: 130, 188, 0
The blue and green gradients
found in the figures to the right,
are to be used for the blue sky
and the rolling hills,
respectively.
Ben & Jerry’s Light Blue Sky
Ben & Jerry’s Green Grass
Pantone 298C 10% tint
Pantone 7741C
CMYK: 21, 0, 2, 0
RGB: 196, 231, 243
Ben & Jerry’s Visual Brand Guidelines
CMYK: 78, 25, 100, 10
RGB: 65, 135, 63
26
Color Palette: Secondary Brand Colors
Secondary
Color Codes.
This slide is meant to show a
range of bright colors that can
be used to supplement the
primary color palette. Unlike
the primary colors, which are
exact values that shouldn’t be
changed, these are meant to be
suggestions of the types of
bright colors that could be used.
Secondary colors (used when
identifying flavors, etc.) are to
be used with restraint. They
must not overpower the
sanctioned brand elements or
detract from brand messaging.
They may only be used when
retaining a sense of focus.
Be sure you select the correct
bright, fun and appetizing color.
No pressure.
Pantone 2300C
Pantone 279C
CMYK: 44, 1, 98, 0
CMYK: 71, 37, 0, 0
RGB: 156, 201, 62
RGB: 62, 142, 222
Pantone 380C
Pantone 485C
CMYK: 17, 0, 87, 0
CMYK: 5, 98, 100, 0
RGB: 220, 228, 66
RGB: 226, 35, 26
Pantone 115C
Pantone 2349C
CMYK: 1, 12, 94, 0
CMYK: 0, 71, 97, 0
RGB: 255, 217, 35
RGB: 242, 110, 38
Pantone 7684C
Pantone 287C
CMYK: 87, 68, 10, 1
CMYK: 100, 87, 20, 10
RGB: 55, 93, 157
RGB: 0, 47, 135
Pantone 7678C
Pantone 477C
CMYK: 70, 84, 11, 1
CMYK: 40, 72, 78, 45
RGB: 107, 71, 142
RGB: 102, 58, 42
Pantone 1797C
Pantone 130C
CMYK: 12, 95, 84, 2
CMYK: 2, 38, 100, 0
RGB: 209, 50, 57
RGB: 247, 168, 0
Ben & Jerry’s Visual Brand Guidelines
27
Color Palette: Secondary Color Usage
The Right Stuff.
Secondary colors (used when
identifying flavors, etc.) are to
be used with restraint. They
must not overpower the
sanctioned brand elements or
detract from brand messaging.
They may only be used when
retaining a sense of focus.
There’s a right way and a
wrong way to use color. Hint:
The figure on the left is right
and the figure on the right is
wrong. Ok, we can understand
if that got a little confusing.
Let’s just say secondary color
usage should be bold, iconic
and focused, not cluttered
and confusing. Cool?
Correct Use
Incorrect Use
Bold, iconic and focused
Cluttered and confusing
Ben & Jerry’s Visual Brand Guidelines
28
05. Graphic Elements
WOODY AND
THE REST OF OUR
WORLD
Graphic Elements: Overview
Break it Down,
Now!
Clouds
To the right are all the graphic
elements at our disposal,
broken down piece by piece.
Each and every one of these
elements are a part of the
classic Ben & Jerry’s scene.
On the following pages you’ll
find usage guidelines that teach
you how to treat each for pretty
much every scenario imaginable.
Message Cloud
o Line
Tw
dli
Hea ne
Woody
Other Cows
Hills
Ben & Jerry’s Visual Brand Guidelines
30
Graphic Elements: Woody
Meet Woody.
Many years ago one cow stepped
forward to play a starring role,
moving to the front of the herd
and into the spotlight.
We dubbed her Woody, after
Woody Jackson – the artist who
painted the original cows and
she’s been intertwined with the
Ben & Jerry’s brand ever since.
Woody is the lead cow. She’s
used to express/add emotion
on variants or for specific call
to actions e.g. “Sign up now!”.
HELLO!
my name is
Woody!
We refer to our cow internlly
as “Woody”, but should not call
her that in consumer facing
coomunication. She is just a
happy cow going about her
business. No need to call her
anything.
Ben & Jerry’s Visual Brand Guidelines
31
Voice: What We Say and How We Say It
A Final
Cow-Caveat.
We call our cow graphic “Woody”,
but that name is for our eyes and ears
only. We never refer to her as Woody
externally. Why? Because Woody is
the name of the artist who originally
illustrated our cows, not the cow itself.
Also, the artist is definitely a “he” and
the cow is obviously not. So, let’s keep
the name Woody in-house.
Most of all, we’d like to deflect
attempts to turn her into a mascot,
which is why aside from a few very
indirect references, she remains
nameless in public.
Ben & Jerry’s Visual Brand Guidelines
32
Graphic Elements: Woody Acceptable Uses
Remember:
Hooves Before
Arms.
Whenever we can we should
keep Woody’s arms tight to
her body, or better yet only
show hooves.
Hooves should always remain
attached to her body or a prop,
even if that places the hoof
away from the body’s vicinity.
The hooves should never float
independently away from
her body. That would be kind
of strange.
*!?
VOTE
!
Ben & Jerry’s Visual Brand Guidelines
33
Graphic Elements: Woody Acceptable Uses
Easy on the Arms.
There are very few instances in
which Woody should be depicted
with front arms. When it’s possible
use hooves, as depicted to the right.
And in the rare cases where arms are
necessary, they should be colored the
same as the part of the body from
which they are extending. When
white arms are attached to black
areas of her body they tend to look
“stuck on” like a Mr. Potatohead,
or as if she’s wearing a biker vest.
Woody is not in a biker gang.
Ben & Jerry’s Visual Brand Guidelines
34
Graphic Elements: Woody Unacceptable Uses
Woody No-Nos.
Woody doesn’t like to be mistreated.
What cow does? Below is how to
treat her with the love and respect
she deserves.
01
01
02
03
04
05
06
07
08
Don’t reflect or mirror Woody.
02 Don’t separate Woody’s hooves
from her body.
03
Never give Woody visible eyes
or other facial features,
including glasses.
04 Don’t change or redraw Woody’s spots.
05 Don’t crop Woody so only part
of her udder is visible. (Show it all
or don’t show it.)
06 Don’t give Woody white arms
attached to black parts of her body.
07 Don’t give Woody fingers
or other human body parts.
08 Don’t use illustrated ingredients
or food (these should be photographic).
Ben & Jerry’s Visual Brand Guidelines
35
Graphic Elements: Shadows
One Shady Lady.
Whenever it makes sense,
Woody should cast a shadow
(e.g. daytime on the rolling
hills). The same principles
apply to other objects as well.
Below is a simple way to
create the shadow.
Have shadows be consistent
with one light source.
Shadow Specs
Black/100%k
Feather: 0.05
Appearance:
Opacity, 25%/darken
Ben & Jerry’s Visual Brand Guidelines
36
Graphic Elements: Woody Legal Guidelines
Woody Rules.
Please note: Woody and her
herd have additional legal lines
as listed to the right.
Our cow design, used on almost all of Ben & Jerry’s collateral, is owned by the local
Vermont Artist, Woody Jackson, with whom we have a long standing relationship.
We use his artwork under License.
There are several cows that have been approved by Mr. Jackson for our use.
Whether used together or separately or integrated into a larger art piece, they
must be used exactly as shown in the illustration and must include the legal line
“Cow(s): ©Woody Jackson 1997” The cows may be used singularly or on the
green fields and clouds background as integral to the design.
Any changes to the cows design, in any way such as, but not limited to, change in
attire, facial features, talk bubbles, word changes, background changes, etc. must be
approved by the artist in advance of printing. No eyes or glasses may ever be added.
Requests for changes should be routed through the Ben & Jerry’s legal department
in South Burlington, VT.
When a cow is included in a scoop shop wall mural a Woody Jackson signature
must be affixed at lower right corner of the mural.
Ben & Jerry’s Visual Brand Guidelines
37
Graphic Elements: Clouds
Head in
the Clouds.
White clouds are to be used as
background elements in the
Ben & Jerry’s scene and to
contain important messages.
P.S. There’s a library of clouds
in which you can refer to and
use to build a picture perfect
Ben & Jerry’s sky.
File name: TBD
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Graphic Elements: Cloud Unacceptable Uses
Cloud No-Nos.
Our clouds are white, light
and fluffy. Below are some
guardrails to consider in order
to use them them juuuuust right.
01
01
02
03
04
05
06
07
08
Don’t color the clouds.
02 Don’t squish or skew the clouds.
03
Don’t outline the clouds.
04 Don’t add a drop shadow.
05 Don’t overlap the clouds.
06 Don’t fill them with a photo.
07 Don’t tilt the clouds.
08 Don’t draw your own cloud shapes.
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Graphic Elements: Rolling Hills
The Hills Are Alive.
To the right is the one and only
illustration of the rolling hills.
You can crop and you can scale
for diversity sake and depth –
hills to climb, hills to fall down
– but they all come from the
same hill range.
Master Artwork
On the following page you’ll
find our hill-sizing guide –
a key to the height and
steepness of our rolling hills.
File name: TBD
Crop
Composition
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Graphic Elements: Rolling Hills Application
Sizing Up
our Hills.
There is a flexible but
proportional relationship
between the hills and sky.
Hill height is based on a 5×6
grid using a portion of the
Master Artwork.
Master artMaster artMaster artMaster art
Vertical Compositions
Hill height based on a 5×6 grid
Master art
Horizontal Compositions
Hill height based on a 6×5 grid
CROP
CROP
CROP
CROP
to assemble
to assemble
to assemble
to assemble
compositions
compositions
compositions
compositions
CROP
to assemble
compositions
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Graphic Elements: The Messaging Cloud
Head(lines) in
the Clouds.
Line
Tweo
adline
The Messaging Cloud is to be
used for special announcements
such as the launching of a new
flavor or other noteworthy
announcements.
Type can sit within one
of the larger clouds from our
library of clouds. The arch
of type follows the curve of
the Ben & Jerry’s ‘Arch’
wordmark.
H
ee Li
ThHreadlinene
Here.
Ben & Jerry’s Visual Brand Guidelines
.
sage Cloud
Mes
wo Lines
On T
Or Three.
42
Graphic Elements: Unacceptable Use of the Messaging Cloud
Don’t Cloud our
Judgement.
Below are some guardrails to
ensure you don’t mess up the
messaging within our beloved
fluffy whites.
01
TweoadLliinnee
H
Two Line
Headline.
.
01
02
03
Don’t add drop shadows or
outlines.
02 Don’t use gradients.
03
Don’t leave too much negative
space inside the cloud.
04 Don’t bring type outside the cloud.
05 Don’t use straight type.
06 Don’t put type on a steep arch.
o Line
w
T eadline
.
H
04
Ben & Jerry’s Visual Brand Guidelines
Two Line
Headline.
05
06
43
06. Illustration
JUST TO DRAW A
PICTURE FOR YOU…
woody
was here
Illustration: Illustration Style
Stay in
Illustration Style..
We developed a consistent
illustration style to make sure
everything looks a part of the
Ben & Jerry’s world.
We’ve created a growing
library of key illustrations,
including a style of props for
Woody. These illustrations
should only be used to build on
relevant expressions like
flavors or launches. What we’re
saying is don’t use illustration
for illustration sake. Oh, and
we don’t use illustrations of
humans. All speech bubbles and
signs should also be illustrated
in this manner.
To highlight taste, be sure to use
photography for all food
products, including ice cream.
File name: TBD
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Illustration: Signposts
It’s a Sign.
The color of our signs can vary
but be sure to use the right style.
For reference, you can refer
to the wood textures in the
photography section after this.
The sign should be outlined
with a darker color line.
If the sign is planted in the
ground it must be complemented
by our so-called ‘Turf Tuft’
shown here.
File name: TBD
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07. Photography
THE WHOLE
PICTURE
Photography: Ingredients
Say Ice Cream.
Flavor Tower
Silhouetted Ingredients
We developed a unique
photography style to
consistently showcase flavor
through ingredient shots.
All ingredients or containers,
like baskets and dipping bowls,
are photographed in a manner
that enhances taste appeal.
Single ingredient silhouettes
are used to engage with
typography or to enhance
the quality of ingredients.
Textured Ingredients
We use product close-ups
and texture to highlight the
premium nature of our product,
taste appeal and authenticity.
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Photography: Woody and Photography
Woody Plays
with her Food.
When using Woody to showcase
our ice cream variants,
the ingredients should be
photography only to build on
our premium nature as well
as taste appeal as shown.
This can be done in a fun
and engaging manner.
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Photography: Social and Lifestyle
Ice Cream Social?
We created a set of guidelines
to inform how we speak on
social media in order to ensure
our voice rings true across
countless outlets and many
different markets.
SOCIAL MEDIA
Complete Social Media
guideline available
upon request
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Photography: Background Textures for Print
Background
Textures for
Print.
Here we have a collection
of images that can be colored
and scaled to add texture to
our signs or used as backgrounds
for events and posters when
not using our hill landscape.
The color must adhere to our
color palette.
Please see the following page
for textures to use across the
world wide web.
Print Images
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Photography: Background Textures for Web
Background
Textures for
the Web.
Web Images
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Photography: Background Texture Usage Examples
Setting a Good
Example.
LOVINGLY
MADE WITH
Here are some examples of how
our backgrounds can be used.
NATURAL
INGREDIENTS
FLAVOR FEST
Web Example
Example with Illustration
Textures can be used in combination with our
signature illustration style.
Print Example
Textures can be colored/styled with from
Ben & Jerry’s color palette.
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08. Benefit Logos
THE WAY TO
LAY CLAIM(S)
Benefit Logos: Application
Signs of Success.
To help effectively communicate
product benefits we developed
a collection and consistent style
of benefit driven logos.
This helps the consumer
navigate with ease by need
and want.
The benefit logos are to
be shown on signs, always.
Color and texture can change
as per the guidelines.
The signs must express the
individual benefit as shown.
File name: TBD
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Benefit Logos: Application
The Grass is
Greener on
our Side.
When applying our benefit
signs please incorporate our
Turf Tuft. When having to
show various benefits please
refer to the ‘clothing line’
example to the right.
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Benefit Logos: Application
HEAD
LINE
GOES
HERE
HEAD
LINE.
Sample page
for benefit logo
application
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09. Legal
THE NITTY
GRITTY DETAILS
Legal: Founders Likenesses and Names
The Ice Cream
Application
Dream Team.
Use of our founders’ image,
likeness, names, quotes or
stories of Ben Cohen and Jerry
Greenfield must conform to the
legal requirements to the right.
Only the Ben & Jerry’s Portrait depicted above may be used, either in a square or circular format but not
altered in any other manner. Any other images, stories, likenesses, names, quotes or stories may not be used
without Ben and Jerry’s (personal) prior written permission. Any materials which need approval should be
routed through the legal department of Ben & Jerry’s Homemade, Inc.
If it’s not fun, why do it?™ and Business has a responsibility to give back to the community from which
it draws its support, should not be used as quotes and should not be attributed to either of the founders.
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Legal: Founders Likenesses and Names
The Fine Print
on Flavor.
Several Ben & Jerry’s ice cream
flavors require additional legal
lines as listed to the right.
Cherry Garcia
“Cherry Garcia is a registered trademark of The Estate of Jerry Garcia and is used under license.”
The inclusion of Cherry Garcia in any manner must be followed by a ® or TM whichever is appropriate for
the locale. You may not use any images, likenesses, slogans, statement, taglines or promotions related to the
band Grateful Dead or Jerry Garcia personally. Any proposed use other than ice cream, frozen desserts,
yogurt must be approved in writing by the members of the Garcia Estate prior to use. You must work through
Ben & Jerry’s Legal Department in Vermont to obtain prior written approval for use.
Phish Food
Phish and Phish Food are registered trademarks of Phish, Inc. Ben & Jerry’s license with Phish allows us to
use the Phish Food pint graphics to promote the sale of ice cream, frozen yogurt products, food items and
limited merchandise The use of Phish or Phish Food must be followed by an ® or TM depending on the locale.
Any other proposed materials using the names Phish or Phish Food must be approved by Phish prior to
manufacture or distribution. You must work through the Ben & Jerry’s legal department in Vermont to
obtain prior written approval for use.
Chunky Monkey
The currently approved Chunky Monkey pint graphics must be used exactly as depicted on the pint in
connection with Ben & Jerry’s ice cream and other frozen confections, beverages and t-shirts (clothing),
AND FOR NO OTHER PURPOSE. No image of a monkey, ape or any other animal or stuffed doll like character
may be used in any manner in connection with the Ben & Jerry’s Chunky Monkey product.
Saturday Night Live
TM & © 2014-15 40 Share Productions, Inc.
The Tonight Dough
The Tonight Show Starring Jimmy Fallon is a TM & © of Universal Television LLC.
Licensed by Universal Studios Licensing LLC [2014]. All Rights Reserved.
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Legal: Trademarks
A List of our
Application
Trademarks.
US Flavor Trademarks (updated annually)
Non-flavor Trademarks
Americone Dream®
Peace, Love, and Ice Cream™
A Swirled of Difference™
If It’s Not Fun, Why Do It™
Blondie Ambition™
Boom Chocolatta™
Brewed To Matter™
Cherry Garcia®
Chocolate Therapy®
Chubby Hubby®
Chunky Monkey®
Cinnamon Buns®
Coffee, Coffee BuzzBuzzBuzz®
Everything But The…®
Half Baked®
Hazed & Confused™
Karamel Sutra®
New York Super Fudge Chunk®
Peanut Butter Half Baked®
Peanut Butter World®
Phish Food®
Roasted & Toasted™
Save Our Swirled™
Spectacular Speculoos™
Strawberry Not So Shortcake™
That’s My Jam™
The Tonight Dough™
Triple Caramel Chunk®
Truffle Trifecta®
Ben & Jerr
