Pepsi Brand Book

LIVE FOR N W BRAND GUIDELINES WORK IN PROGRESS 3.16.12 LIVE FOR N W BRAND GUIDELINES 1

SECTION 2: VISUAL ELEMENTS LIVE FOR N W BRAND GUIDELINES 9

THE GRID LIVE FOR N W BRAND GUIDELINES 10

LIVE FOR N W BRAND GUIDELINES 11

THE GRID IS USED TO EXPRESS THE BRAND AND THE EXCITEMENT OF NOW IN THE FOLLOWING MEDIA: OOH TVC POP DIGITAL PRINT LIVE FOR N W BRAND GUIDELINES 12

GRID CONTENTS The 6-box grid will always be composed of these two elements: 2 PRODUCT BOXES 4 LIFESTYLE IMAGES BOXES THAT CAPTURE THE EXCITEMENT OF“NOW” LIVE FOR N W BRAND GUIDELINES 13

GRID BLUEPRINT The grid is made up of (1) Pepsi refreshment cues and (2) imagery that captures the excitment and fun of “now”. Product “Now” Image Box “Now” Image (Can) “Now” Image Product Box “Now” Image (Refreshment Cue) LIVE FOR N W BRAND GUIDELINES 14

THE GRID: PRODUCT BOXES LIVE FOR N W BRAND GUIDELINES 15

PRODUCT BOXES 2 of the 6 grid boxes are dedicated to Pepsi product and refreshment cues. 1. Can/Product on Blue Vignette. 2. Logo over Condensated Glass or splash. LIVE FOR N W BRAND GUIDELINES 16

PRODUCT BOX #1 - CAN ON BLUE VIGNETTE LIVE FOR N W BRAND GUIDELINES 17

PRODUCT BOX #1 - COLOR The product (can) box should always be on the blue vignetted background. Please request the asset from TBWA\CHIAT\DAY. LIVE FOR N W BRAND GUIDELINES 18

PRODUCT BOX #1 - PRODUCT PHOTOGRAPHY Refreshing Taste Appeal The hero grid lockup should always feature the condensated “sweaty” can image with a surface re!ection. LIVE FOR N W BRAND GUIDELINES 19

PRODUCT BOX #1 - POSITIONING OF CAN The product (can) should always be positioned horizontally and vertically centered within its respective Grid box. Vertically equal distance. Horizontally equal distance. LIVE FOR N W BRAND GUIDELINES 20

PRODUCT BOX #2 - REFRESHMENT CUE LIVE FOR N W BRAND GUIDELINES 21

PRODUCT BOX #2 - REFRESHMENT CUE The second product box is dedicated to a refreshment cue. The approved image is a close-up of a condensated glass with Pepsi being poured into it. Please request this asset from TBWA\CHIAT\DAY. LIVE FOR N W BRAND GUIDELINES 22

PRODUCT BOX #2 - POSITIONING OF LOGO The Pepsi logo should always be positioned horizontally and vertically centered within its respective grid box. Vertically equal distance. Horizontally equal distance. LIVE FOR N W BRAND GUIDELINES 23

THE GRID - PHOTOGRAPHY BOXES LIVE FOR N W BRAND GUIDELINES 24

THE GRID - PHOTOGRAPHY BOXES LIVE FOR N W BRAND GUIDELINES 25

CAMPAIGN IMAGERY - “NOW” PHOTOGRAPHY LIVE FOR NOW is all about the excitement of living in the moment. Each photo that populates the grid should feel like a captured moment of real people as they’re making the most of now. Each image is an experience people want to be a part of. Our photographs are never staged or generic. They are: AUTHENTIC CANDID LIVELY FUN YOUTHFUL GLOBAL MISCHIEVOUS UNEXPECTED MAKING THE MOST OF NOW LIVE FOR N W BRAND GUIDELINES 26

TYPOGRAPHY LIVE FOR N W BRAND GUIDELINES 33

FUTURA STD FUTURA STD BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 FUTURA STD MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Font can be purchased at http://www.fontshop.com/fonts/downloads/linotype/futura_std_complete_pack/ LIVE FOR N W BRAND GUIDELINES 34

LIVE FOR NOW TAGLINE The LIVE FOR NOW lockup should always be in Futura Bold Std - ALL CAPS. The Pepsi globe logo should replace the “O” in “Now”. It is the one and only instance to use this look from the “wordplay” art direction. LIVE FOR N W LIVE FOR N W BRAND GUIDELINES 35

LIVE FOR NOW TAGLINE CORRECT USAGE: The Globe Logo replaces the “O” in “Now” only. Futura STD Bold - All Caps. LIVE FOR N W INCORRECT USAGE: Use the Globe Logo to replace the “O” in “For”. LIVE F R N W INCORRECT USAGE: Do not use a different font weight for the tagline. LIVE FOR N W LIVE FOR N W BRAND GUIDELINES 36

HEADLINES ALL HEADLINES SHOULD BE WRITTEN IN FUTURA STD BOLD ALL CAPS. LIVE FOR N W BRAND GUIDELINES 39

BODY COPY Body copy should always be written in Futura STD Medium. Always in sentence case. LIVE FOR N W BRAND GUIDELINES 40

CAMPAIGN TONE LIVE FOR N W BRAND GUIDELINES 41

TONE AND MANNER The language of Live for Now campaign (across all mediums – Film, POS, digital, OOH, Social Media, etc.) should be conversational and fun. Our language isn’t heavy-handed. At every touch point, Pepsi is a spark of refreshment (like the drink itself). Encouraging people to have fun, enjoy a delicious Pepsi and make the most of every possible experience happening NOW. WE DO: WE DO NOT: t
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TONE AND MANNER PEPSI IS ALSO MORE ABOUT SHOWING THAN TELLING. Our visuals excite consumers to get involved in the moment with images that capture genuine emotion and energize consumers to go out and make the most of now. Language closes the loop, making Pepsi a partner in enjoying each moment. LIVE FOR N W BRAND GUIDELINES 43

GRID LAYOUT OPTIONS LIVE FOR N W BRAND GUIDELINES 44

GRID LAYOUT OPTIONS There are three layout options for the LIVE FOR NOW grid. When adapting the grid lockup to speci"c executions choose the option that best "ts the media size and space. To get InDesign templates for any of the three grids please request assets from TBWA\CHIAT\DAY. HORIZONTAL VERTICAL HORIZONTAL - SINGLE LINE LIVE FOR N W BRAND GUIDELINES 45

THE GRID - HORIZONTAL LAYOUT - HERO The 3x2 horizontal formatted grid is the hero lockup and should be used whenever possible. LIVE FOR N W BRAND GUIDELINES 46

THE GRID - VERTICAL LAYOUT LIVE FOR N W BRAND GUIDELINES 47

THE GRID - VERTICAL LAYOUT BLUEPRINTS The vertical grid compositionally follows the same conventions of the horizontal grid. It is also made up of (1) Pepsi refreshment cues and “Now” Image (2) imagery that captures the excitment and fun of “now”. Product “Now” Image Box (Can) “Now” Product “Now” Image Box Image (Refreshment Cue) LIVE FOR N W BRAND GUIDELINES 48

THE GRID - SINGLE LINE HORIZONTAL LAYOUT It is always recommended you try using the horizontal or verical hero grid layouts "rst. But in some cases you may be required to use the single line horizontal layout. LIVE FOR N W BRAND GUIDELINES 49

THE GRID - SINGLE LINE HORIZONTAL LAYOUT BLUEPRINTS The single line horizontal grid compositionally follows the same conventions of the horizontal grid. It is also made up of (1) Pepsi refreshment cues and (2) imagery that captures the excitment and fun of “now”. Product “Now” Product “Now” “Now” Image “Now” Image Box Image Box Image (Can) (Refreshment Cue) LIVE FOR N W BRAND GUIDELINES 50

CREATING A GRID LIVE FOR N W BRAND GUIDELINES 51

CREATING A GRID First pick the appropriate grid lockup. InDesign templates can be requested from TBWA\CHIAT\DAY 1. HORIZONTAL 2. VERTICAL 3. HORIZONTAL - SINGLE LINE LIVE FOR N W BRAND GUIDELINES 52

CREATING A HORIZONTAL GRID LIVE FOR N W BRAND GUIDELINES 53

STROKE WEIGHT For images at 17” x 11” the grid boxes should be divided by an 8 pt solid white stroke. The stroke weight should scale proportionally to the "nal size of the grid being used. 8 pt stroke LIVE FOR N W BRAND GUIDELINES 54

ADDING TYPOGRAPHY - STEP 1 The alignment of the “LIVE FOR NOW” tagline is critical to successful executions of the grid. Start by adding “NOW” to the bottom 3 boxes, making sure that each letter (or logo) is horizontally and vertically centered within its respective grid box. Vertically equal distance. Horizontally Horizontally Horizontally equal distance. equal distance. equal distance. LIVE FOR N W BRAND GUIDELINES 55

ADDING TYPOGRAPHY - STEP 2 Add the word “LIVE” to the upper left box of the grid, making sure to keep it horizontally and vertically centered within its respective box. “LIVE” should be left justi"ed with the “N”, and the tracking and kerning should open the letters to where the right edge of the “E” is vertically aligned with the left side of the logo. Horizontally equal distance. Vertically equal distance. “L” and “N” are aligned. “E” and logo are aligned. LIVE FOR N W BRAND GUIDELINES 56

ADDING TYPOGRAPHY - STEP 3 Add the word “FOR” to the upper right box of the grid making sure to keep it horizontally and vertically centered within its respective box. “FOR” should be left justi"ed with the left side of the “W” and the tracking and kerning should open the letters to where the right edge of the “R” is vertically aligned with the right side of the “W”. Horizontally equal distance. LIVE and FOR should be Vertically the same font size. equal distance. “F” and “W” are aligned. “R” and “W” are aligned. LIVE FOR N W BRAND GUIDELINES 57

ADDING REFRESHMENT CUES Make sure the can and logo are horizontally and vertically centered within their respective grid boxes. Horizontally equal distance. Vertically equal distance. Vertically equal distance. Horizontally equal distance. LIVE FOR N W BRAND GUIDELINES 58

ADDING “NOW” IMAGERY The grid works like a puzzle, and it is important to select the right images to "ll the “Now” boxes of the grid. A mix of close-ups and wides works best. LIVE FOR N W BRAND GUIDELINES 59

ADDING “NOW” IMAGERY DO NOT USE: more than one image of a person in the same grid. The intention of the grid is to always show several “NOW” moments of people everywhere. Themes are ok to use, for example music or sport, but never the same person in more than one box. LIVE FOR N W BRAND GUIDELINES 60

ADDING “NOW” IMAGERY DO NOT USE: blown out images or images with too much white space. Doing so will reduce legibility of the words. LIVE FOR N W BRAND GUIDELINES 61

CREATING A VERTICAL GRID LIVE FOR N W BRAND GUIDELINES 62

STROKE WEIGHT For images at 17” x 11” the grid boxes should be divided by an 8 pt solid white stroke. The stroke weight should scale proportionally to the "nal size of the grid being used. 8 pt stroke LIVE FOR N W BRAND GUIDELINES 63

ADDING TYPOGRAPHY - STEP 1 The alignment of the “LIVE FOR NOW” tagline is critical to successful executions of the grid. Start by adding “NOW” to the bottom 3 boxes, making sure that each letter (or logo) is horizontally and vertically centered within its respective grid box. Vertically equal distance. Horizontally Horizontally equal distance. equal distance. LIVE FOR N W BRAND GUIDELINES 64

ADDING TYPOGRAPHY - STEP 2 ADD REFRESHMENT CUES Horizontally In the case of the vertical grid, it is important equal distance. to add the product boxes and refreshment cues next. Maying sure to horizontally and vertically align the logo and can within their respective boxes. Vertically equal distance. Vertically equal distance. Horizontally LIVE FOR N W BRAND GUIDELINES 65 equal distance.

ADDING TYPOGRAPHY - STEP 3 The left sides of the “F” and “L” The right sides of the “E” and the should be vertically aligned can should be vertically aligned Horizontally equal distance. Add the word “LIVE” to the upper box of the grid, making sure to keep it horizontally and vertically centered within its respective box. Add the word “FOR” to the left middle box also making sure to keep it horizontally and verticall centered in its box. “LIVE” should be left justi"ed with the “F”, and the tracking and kerning should open the letters to where the right edge of the “E” is vertically aligned with the right side of the can. Vertically equal distance. LIVE FOR N W BRAND GUIDELINES 66

ADDING “NOW” IMAGERY The grid works like a puzzle, and it is important to select the right images to "ll the “Now” boxes of the grid. A mix of close-ups and wides works best. LIVE FOR N W BRAND GUIDELINES 67

CREATING A SINGLE HORIZONTAL GRID LIVE FOR N W BRAND GUIDELINES 68

STROKE WEIGHT For images at 17” x 11” the grid boxes should be divided by an 8 pt solid white stroke. The stroke weight should scale proportionally to the "nal size of the grid being used. 8 pt stroke LIVE FOR N W BRAND GUIDELINES 69

ADDING TYPOGRAPHY - STEP 1 Add the LIVE FOR NOW tagline making sure all type in the single horizontal format is the same font size. All type is same size equally same height of all letters. LIVE FOR N W BRAND GUIDELINES 70

ADDING TYPOGRAPHY - STEP 2 The alignment of the “LIVE FOR NOW” tagline is critical to successful executions of the grid. All words and letters should be horizontally and vertically centered within its respective grid box. Vertically equal distance. Horizontally Horizontally Horizontally Horizontally Horizontally equal distance. equal distance. equal equal equal distance. distance. distance. LIVE FOR N W BRAND GUIDELINES 71

ADDING REFRESHMENT CUES Make sure the can and logo are horizontally and vertically centered within their respective grid boxes. Vertically Vertically equal equal distance. distance. Horizontally Horizontally equal equal distance. distance. LIVE FOR N W BRAND GUIDELINES 72

ADDING “NOW” IMAGERY The grid works like a puzzle, and it is important to select the right images to "ll the “Now” boxes of the grid. A mix of close-ups and wides works best. LIVE FOR N W BRAND GUIDELINES 73

SECTION 3: BEYOND THE GRID GUIDELINES FOR POS AND OTHER EXECUTIONS LIVE FOR N W BRAND GUIDELINES 74

ADAPTING THE GRID TO OTHER EXECUTIONS The grid lockup on all POS and other media should ONLY be used to house the “Live For Now” Tagline . LIVE FOR N W BRAND GUIDELINES 75

EXTENDING THE HORIZONTAL GRID A single extention box can be added to the grid to adapt for POS and other executions. This box should house all the content and messaging needed for the respective media. Extension box for content Refresh- ment “Now” Image Cue “Now” Image (Can LIVE FOR NOW grid lockup Over) “Now” Image Refreshment Cue “Now” Image (Logo Over) LIVE FOR N W BRAND GUIDELINES 76

EXTENDING THE VERTICAL GRID A single extention box can be added to the grid to adapt for POS and other executions. This box should house all the content and messaging needed for the respective media. “Now” Image Product LIVE FOR Extension box for content “Now” Image Box NOW (Can) grid lockup “Now” Product “Now” Image Box Image (Refreshment Cue) LIVE FOR N W BRAND GUIDELINES 77

EXTENDING THE SINGLE LINE HORIZONTAL GRID A single extention box can be added to the grid to adapt for POS and other executions. This box should house all the content and messaging needed for the respective media. Extension box for content Product “Now” Product “Now” “Now” Image “Now” Image Box Image Box Image (Can) (Refreshment Cue) LIVE FOR NOW grid lockup LIVE FOR N W BRAND GUIDELINES 78