Protecting the KFC Brand Image. SECTION 1 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International The Need for Tighter Important Legal Notes and Required Guidelines. Guidelines. 1. The Logo may not be used in any manner that might imply 7. The Logo must stand alone and may not be combined with 12. The artwork included in this manual is approved, As always, there is no market flexibility that any non-KFC materials, including but not limited to goods, any other object, including but not limited to other logos, words, however it may not be used without first obtaining the for logo application in marketing and services, websites, or publications are sponsored, endorsed, graphics, photos, slogans, numbers, design features, or symbols. appropriate BMU Market leadership approvals. licensed by, or affiliated with KFC. The Logo must not be incorporated or used in any manner as 13. All items in this Brand Identity Standards Manual have trade dress materials. Markets are part of, or in close proximity to another companys name, domain been reviewed and approved by YRI, Yum, and China Legal. 2. The Logo may not be displayed as a primary or prominent accountable to represent the logo exactly feature on any non-KFC materials. Companies using the Logo with name, product or service name, logo, trade dress, design, slogan, 14. The updated Colonel artwork is being registered globally as specified in this revised standards permission, pursuant to these guidelines, must also display in the or other trademarks. The Logo must never appear with any other by the Trademarks Team. Each market using the new logo primary and more prominent position, their own logo(s), business symbol or icon (except the ™ or registered trademark symbol); should check with Yum Trademark Counsel in Dallas to manual. The only rare exception will name, product names, or other branding. contained within a box, circle, or other shape; or combined with ® can be inserted in place of TM. be when approval is granted from any other name, logo, or icon to create a co-branded logo. determine whether a 3. The Logo may not be used in a manner that would ® must be used once the mark is registered. Refer to Yum Trademark Counsel and Senior disparage the brand or its products or services. 8. The attribution clause “KFC is a registered trademark of page 2.8 for more detail on this topic. Marketing leadership in advance of any 4. The Logo must be used as provided by KFC with no changes, ______” should accompany use of the Logo whenever possible. 15. This manual must be used in conjunction with the including but not limited to changes in the colour, proportion, or Confirm trademark ownership in your market with legal counsel. appropriate international signage standards published in local market modifications. 9. Neither the Logo nor the KFC name may be used in design, or removal of any words, artwork, or trademark symbols. the GFP Development Standards Library Vol. IV. Signage The Logo may not be animated, morphed, or otherwise distorted any other company name, product name, service name, applications may not vary from approved cropping and Updated restrictions in perspective or appearance. domain name, franchisee sites, publication title, or the like. proportion guidelines. include: 5. Use only approved KFC logo artwork, and include the TM 10. Non-KFC materials should not mimic any KFC advertising, 16. The Kentucky Fried Chicken script artwork is not intended Revised proportion guidelines. symbol or registered trademark symbol, “Circle-R,” whenever product packaging, or website design. to replace the KFC lettertype logo as the brand name. All usage ® should be placed in the specific of the Kentucky Fried Chicken Classic and Heritage script Non-standard signage sizes require possible. The TM or the 11. KFC deserves the right in its sole discretion to terminate pre-approval before any “stretching.” position that is designated in the Logo Usage pages in this section. or modify permission to display the Logo, and may request that artwork as secondary exterior building signage must meet the Retired logo formats that will not be 6. To properly stage the Logo, a minimum clearance between third parties modify or delete any use of the Logo that, in KFCs requirements of the divisional signage guidelines published by allowed on new applications. the Logo and other elements must be maintained. sole judgment, does not comply with these guidelines, or might YRI, and China. otherwise impair KFCs rights in the Logo. KFC further reserves the right to object to unfair uses or misuses of its trademarks or other violations if applicable by law. Important Guidelines and Restrictions Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 1.4