Pepsi Brand Book

1 LIVE FOR N W BRAND GUIDELINES LIVE FOR N W BRAND GUIDELINES 3.16.12

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

10 LIVE FOR N W BRAND GUIDELINES THE GRID

11 LIVE FOR N W BRAND GUIDELINES

12 LIVE FOR N W BRAND GUIDELINES T HE GRID IS USED TO E X PRESS THE B RAND AND THE E X CITEMENT OF NOW IN THE FOLLOWING MEDIA : OOH TVC POP DIGITAL PRINT

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

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

15 LIVE FOR N W BRAND GUIDELINES THE GRID: PRODUCT B O X ES

16 LIVE FOR N W BRAND GUIDELINES 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. PRODUCT B O X ES

17 LIVE FOR N W BRAND GUIDELINES PRODUCT B O X #1 - CAN ON B LUE VIGNETTE

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

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

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

21 LIVE FOR N W BRAND GUIDELINES PRODUCT B O X #2 - REFRESHMENT CUE

22 LIVE FOR N W BRAND GUIDELINES 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. PRODUCT B O X #2 - REFRESHMENT CUE

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

24 LIVE FOR N W BRAND GUIDELINES THE GRID - PHOTOGRAPHY B O X ES

25 LIVE FOR N W BRAND GUIDELINES THE GRID - PHOTOGRAPHY B O X ES

26 LIVE FOR N W BRAND GUIDELINES 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 GLO B AL MISCHIEVOUS UNE X PECTED MAKING THE MOST OF NOW

33 LIVE FOR N W BRAND GUIDELINES TYPOGRAPHY

34 LIVE FOR N W BRAND GUIDELINES FUTURA STD FUTURA STD B OLD A B CDEFGHIJKLMNOPQRSTUVW X YZ 1234567890 FUTURA STD MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

35 LIVE FOR N W BRAND GUIDELINES LIVE FOR N W 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 NOW TAGLINE

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

39 LIVE FOR N W BRAND GUIDELINES ALL HEADLINES SHOULD B E WRITTEN IN FUTURA STD B OLD ALL CAPS. HEADLINES

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

41 LIVE FOR N W BRAND GUIDELINES CAMPAIGN TONE

42 LIVE FOR N W BRAND GUIDELINES 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. TONE AND MANNER WE DO: t
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43 LIVE FOR N W BRAND GUIDELINES P EPSI IS ALSO MORE A B OUT 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. TONE AND MANNER

44 LIVE FOR N W BRAND GUIDELINES GRID LAYOUT OPTIONS

45 LIVE FOR N W BRAND GUIDELINES 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 GRID LAYOUT OPTIONS

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

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

48 LIVE FOR N W BRAND GUIDELINES “Now” Image “Now” Image “Now” Image “Now” Image Product Box (Refreshment Cue) Product Box (Can) The vertical 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”. THE GRID - VERTICAL LAYOUT B LUEPRINTS

49 LIVE FOR N W BRAND GUIDELINES 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. THE GRID - SINGLE LINE HORIZONTAL LAYOUT

50 LIVE FOR N W BRAND GUIDELINES 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”. “Now” Image “Now” Image “Now” Image “Now” Image Product Box (Refreshment Cue) Product Box (Can) THE GRID - SINGLE LINE HORIZONTAL LAYOUT B LUEPRINTS

51 LIVE FOR N W BRAND GUIDELINES CREATING A GRID

52 LIVE FOR N W BRAND GUIDELINES 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

53 LIVE FOR N W BRAND GUIDELINES CREATING A HORIZONTAL GRID

54 LIVE FOR N W BRAND GUIDELINES 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

55 LIVE FOR N W BRAND GUIDELINES 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 equal distance. Horizontally equal distance. Horizontally equal distance.

56 LIVE FOR N W BRAND GUIDELINES 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. Vertically equal distance. Horizontally equal distance. “L” and “N” are aligned. “E” and logo are aligned.

57 LIVE FOR N W BRAND GUIDELINES 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”. Vertically equal distance. LIVE and FOR should be the same font size. Horizontally equal distance. “F” and “W” are aligned. “R” and “W” are aligned.

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

59 LIVE FOR N W BRAND GUIDELINES 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.

60 LIVE FOR N W BRAND GUIDELINES 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.

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

62 LIVE FOR N W BRAND GUIDELINES CREATING A VERTICAL GRID

63 LIVE FOR N W BRAND GUIDELINES 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

64 LIVE FOR N W BRAND GUIDELINES Vertically equal distance. Horizontally equal distance. Horizontally equal distance. 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.

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

66 LIVE FOR N W BRAND GUIDELINES Vertically equal distance. Horizontally equal distance. The left sides of the “F” and “L” should be vertically aligned The right sides of the “E” and the can should be vertically aligned ADDING TYPOGRAPHY - STEP 3 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.

67 LIVE FOR N W BRAND GUIDELINES 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.

68 LIVE FOR N W BRAND GUIDELINES CREATING A S INGLE HORIZONTAL GRID

69 LIVE FOR N W BRAND GUIDELINES 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

70 LIVE FOR N W BRAND GUIDELINES 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.

71 LIVE FOR N W BRAND GUIDELINES 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 equal distance. Horizontally equal distance. Horizontally equal distance. Horizontally equal distance. Horizontally equal distance.

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

73 LIVE FOR N W BRAND GUIDELINES 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.

74 LIVE FOR N W BRAND GUIDELINES SECTION 3: B EYOND THE GRID G UIDELINES FOR POS AND OTHER EX ECUTIONS

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

76 LIVE FOR N W BRAND GUIDELINES “Now” Image Extension box for content “Now” Image Refreshment Cue (Logo Over) “Now” Image “Now” Image Refresh - ment Cue (Can Over) 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. LIVE FOR NOW grid lockup E X TENDING THE HORIZONTAL GRID

77 LIVE FOR N W BRAND GUIDELINES 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. LIVE FOR NOW grid lockup E X TENDING THE VERTICAL GRID Extension box for content “Now” Image “Now” Image “Now” Image “Now” Image Product Box (Refreshment Cue) Product Box (Can)

78 LIVE FOR N W BRAND GUIDELINES 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. LIVE FOR NOW grid lockup E X TENDING THE SINGLE LINE HORIZONTAL GRID Extension box for content “Now” Image “Now” Image “Now” Image “Now” Image Product Box (Refreshment Cue) Product Box (Can)