KFC Brand Book

KFC International Brand Identity Standards November 2006 © 2006 Yum! Restaurants International All rights reserved. This manual may not be reproduced or transmitted in whole or in part in any form or by any means, whether electronic or mechanical, including by photocopying, email, website postings or through any information storage and retrieval system, without prior written permission from Yum! Brands, Inc.

Specific Branding Guidelines for International Markets. YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International Welcome to the YRI Version of the KFC Brand Identity Standards Manual! This update has been created to SECTION 1.2 - SECTION 2.13 - provide additional artwork and guidelines Additions to the master logo elements overview Removal of Tilted Bucket Art in Apparel Its Finger Lickin Good Script The Tilted Bucket Art is not approved tailored for International locations. KFC Delivery Logos for use internationally. KFC Express Logos If you have received a CD Classic Script SECTION 3.3 - New! or a printed copy of the June 2006 Addition of Its Finger Lickin Good Script Formats Global Standards Manual, you will SECTION 2.1 - Removal of Tilted Bucket Art in SECTION 3.4 - New! want to note the highlighted updates the Master Logo Formats Addition of KFC Delivery Logos listed by Section and Page numbers The Tilted Bucket Art is not approved to the right. for use internationally. SECTION 3.5 - New! This is the modern face Addition of KFC Express Logos SECTION 2.2 - of KFC and its set to Signage Format Overview SECTION 4.6 - New! propel the brand forward The KFC Bright Red halo is now optional on signage. Addition of 3M Signage Colour Matching Samples into the 21st century. Clarification on the use of Left Tilt and Right Tilt NOTES: Buckets for signage is included. Pages 2.1, 2.6, and 2.12 of the June 2006 Global SECTION 2.6 - New! Brand Identity Standards Addition of KFC Proprietary Classic Script Font should be disregarded for international use. Direct all questions to the International Marketing Team in Dallas, and to the Yum Trademarks Team. YRI Reference Manual for the Updated KFC Image 1.0

A Reference Manual for the Updated KFC Image. SECTION 1 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International Consistency for the Section Numbers are always listed in the KFC Logo and Trade upper right hand corner Dress Signage. of every page. SECTION 1 - INTRODUCTION SECTION 3 - ADDITIONAL ELEMENTS NOTES: This manual is designed for easy 1.2 Introduction to the 2006 Updated Logo 3.1 Colonel Medallions The following topics included in the 1997 Corporate Identity access to the information needed to 1.3 Introduction to the 2006 Identity Standards 3.2 Secret 11 Medallions Standards are omitted from this publication, and are now reproduce the updated KFC logo. These 1.4 Important Guidelines and Restrictions 3.3 Its Finger Lickin Good Script Formats determined by KFC Brand Divisions: 1. Corporate typography. standards ensure a consistent global 3.4 KFC Delivery Logo Formats 2. Stationery system including business cards. presentation of the KFC Identity which SECTION 2 - KFC LOGO USAGE 3.5 KFC Express Logo Formats 3. Premiums. is critical to the success of our brand 2.1 KFC Logo Master Formats & Colours 4. Motorway signage. for these reasons: 2.2 Master Signage Formats & Colours SECTION 4 - COLOUR SPECS & DOWNLOADS Concerning Signage: this manual contains artwork for 2.3 Colonel Face Tone Reproduction Guidelines 4.1 Colour Specifications and signage use. Divisional signage guidelines and requirements Key signage identifies more than just can be found in the GFP Development Standards Library Vol. IV. the location of the restaurant. It also 2.4 KFC Lettertype Formats and Colours Colour Matching Systems 4.2 Available Downloads at www.kfclogos.com Any variance from the materials and standards published communicates the quality and value 2.5 Kentucky Fried Chicken Script Formats in this manual requires prior approval. Please direct all of the brand. 2.6 KFC Proprietary Classic Script Font 4.3-5 Colour Chips inquires to your marketing leader. The logo represents the essence of the 2.7 Logo Cropping Guidelines 4.6 Signage Colour Matching Samples brand, and instills loyalty with consumers. 2.8 Important Logo Trademark Guidelines The logo is protected by Trademark 2.9 Retired Formats and other IP Laws which guard against 2.10-11 Things Not to Do Page Titles and Page Numbers infringement and copying the KFC concept. The page titles listed in this 2.12 1-Colour and Reverse Formats Find What Youre Looking for, Table of Contents are repeated Inconsistent usage of the KFC Logo in the bottom right-hand corner and Trade Dress Signage could weaken 2.13 KFC Wearables and Download Artwork. of every page. and dilute the message to consumers Page numbers contain the about the brand. Please refer back to this page to find section and page numbers. Section Number followed by a period and the page Direct all trademark questions For a complete list of electronic downloads, number of that section. to Yum Trademark Counsel in Dallas. see page 4.2 or log onto www.kfclogos.com. Table of Contents Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 1.1

A Modernized Look for a Global Icon. SECTION 1 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International Why Update our Logo Now? The modernized Colonel logo has Moving Forward by Looking Back. Highlights of the Modernized Colonel Logo. been designed to have a powerful effect on packaging, television, signage, Part of what has made KFC so successful is Youthful energy. The trademark look a commitment to trying new things, coupled Sharp contrasts and simplified with modern flair. and other marketing materials. The line work make the Colonel The famous glasses, goatee logo now leaves an even stronger with a keen respect for its core brand and image. more youthful, energetic and and string tie ensure the Thats also the thinking behind the revitalized contemporary. He was only 65 most familiar face in fast food visual impression across all mediums, stays that way. Colonel Icon Design. Its forward-thinking with when he started the franchise including 1-colour applications where and todays 65-year-olds are Also, the Colonel now wears the previous logo was less successful. an appreciation for the companys rich heritage. staying more active and looking a red apron, reminding Both young and old relate to the Colonel as a younger—this logo reflects that. customers that he was more The modernized logo has also been A bigger smile also makes the than just the face of Kentucky updated to enhance the impact of the real person, and an aspiring chef. This fresh design Colonel appear more friendly Fried Chicken—he was a ties us back to the heritage of the company, while and welcoming, inviting every passionate and aspiring chef refreshed, contemporary restaurant as well. bringing the brand image forward into the present. customer to stop by for a meal. designs currently being introduced A richer colour palette. in all worldwide markets. It successfully Black, white, rich reds and coexists with the current logo, subtle flesh tones give the allowing cost-effective market logo a warmer appearance Its the modern face of with more global appeal. implementation plans. KFC and its set to propel These colours also allow the brand forward into the greater flexibility for use in The design revitalizes a time-honored both streetscape and consumer icon, and energizes the KFC brand. 21st century. touchpoint applications. The Colonel would have been proud of the innovation and improvements taking place at KFC today! Introduction to the 2006 Updated Logo DocumenDocumentt colour colours vs ary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 1.2

2006 Manual Content Overview. SECTION 1 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International Manual Scope. Master Logo Elements: Secondary Artwork Elements. These enhancement graphics help visually communicate a Quick Summary. and reinforce the KFC brand message by utilizing the image of the Colonel and our famous trademarked phrases. The main updates to the identity system elements presented in the 1 Modernized Colonel Logo Kentucky Fried Chicken Script Font KFC Delivery Logo 2006 manual are as follows: Find Colonel logo artwork and cropping on 2.7. 3 Complete artwork and usage guidelines are on 2.5. 6 Options for use with or without a phone number are on 3.4. MASTER ARTWORK ELEMENTS Go to 2.2 for signage logo artwork and cropping. 1. Modernized Master Logo 2. Updated KFC Lettertype SECONDARY ARTWORK ELEMENTS 3. Kentucky Fried Chicken Script Font 4. Colonel and Secret 11 Medallions 5. Its Finger Lickin Good Script Font Colonel Medallion and Secret 11 Medallion artwork KFC Express Logo 6. KFC Delivery Logo 4 See 3.1-3.2 for graphic styles and cropping guidelines. 7 Find usage guiedlines on 3.5. 7. KFC Express Logo 8. Creation of the Classic Script Font. Logo and Signage Exceptions and 2 Refreshed KFC Lettertype Inquiries. Go to 2.4 for complete artwork and usage guidelines. Exceptions and inquiries related to modification of the logo should be directed to marketing leadership. 8 Classic Script Font See page 2.6 for usage guidelines. Direct all trademark questions to Yum Its Finger Lickin Good Script Font Trademark Counsel in Dallas. 5 See 3.3 for complete artwork and usage guidelines. NOTE: Inquiries for exceptions are carefully Introduction to the 2006 Identity Standards reviewed, but seldom approved. DocumenDocumenDocumenttt colour colourcolours vs vs aarryy w wiidely when vdely when viieewweedd ele eleccttrronicalonically or prinly or printteed td too o offfice prinfice printteerrss. Re. Reffeer tr too page 4 page 4..1 f1 foor colour matr colour matcching guhing guidelineideliness.. 1.3

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

KFC Logo Format Overview. SECTION 2 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International NOTE: Signage only formats are demonstrated on page 2.2 Master Logo Formats: Consistent Master Logo Components. For applications including advertising, packaging, TV, coupons, POP, and promotional materials. Modernized Colonel icon. Signature 8 degree tilt off the vertical axis. Vertical Square and Horizontal Lettertype Solid KFC Rich Red background for master artwork logos. Full head (no top-crop) in master logos. KFC Rich Red Lettertype Defined proportions / shape. with White Highlights for KFC lettering is included in some masters, and not included use on any background. in others. The KFC lettertype may not be added to the Colonel icon unless it is demonstrated in this manual. Formats shown ONLY use White KFC without the lettertype do not have a combined icon-lettertype Lettertype without option and must be used exactly as defined. KFC Rich Red Highlights on Never shift the position of the Colonel icon KFC Rich Red background. within the defined logo proportion. Square 1 x 1 1.25 x 1 Never alter the defined position, size or colour of the Use White Lettertype with KFC lettertype when used with the Colonel icon. KFC Rich Red highlights on any solid background. Never change the fixed angle of the Colonel icon or the KFC lettertype within the approved logo proportion. Never change the master logo colours. Bucket and Circle Never manipulate the shape of the logo in any way, 1 x 1.25 distorting the Colonels image or the KFC lettertype. 4 Spot Colours Never substitute the Kentucky Fried Chicken script font for the KFC font in the master logo. NOTE About Find detailed colour specifications beginning on page 4.1 the Circle: KFC Rich Red - PANTONE® 187 This format may be widely used in all 2d graphic KFC Rich Black - PANTONE® Black applications. When used for KFC Medium Warm Beige - PANTONE® 727 CV* signage, the circle format may Refer to the visual references on page only be used as a projecting KFC Light Warm Beige - PANTONE® 9201 CV* blade sign. See 2.2 for more 2.10 & 2.11 for other logo restrictions. details about signage. * CV indicates the CMYK formula has been adjusted from the standard PMS breakdown. See page 4.1 for the custom CMYK Formulas. KFC Logo Master Formats & Colours DocumenDocumentt colour colours vs vaarryy w wiidely when vdely when viieewweedd ele eleccttrronicalonically or prinly or printteed td too o offffice prinice printteerrss. Re. Reffeerr t too page 4 page 4..1 f1 foor colour mar colour mattcching guhing guideidelineliness.. 2.1

KFC Signage Format Overview. SECTION 2 Signage guidelines can be found YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International in the GFP Development Standards Library Vol. IV. NOTE: The KFC Bright Red halo is optional on Signage Logo Formats: Consistent Signage Components. signage. Please go to www.kfclogos.com These formats are designed for signage applications only. Any use beyond signage must be approved by marketing leadership. for valid signage artwork files. Modernized Colonel icon. Vertical Square and Horizontal Lettertype: 3d Channel Letters Signature 8 degree tilt off the vertical axis Modernized signature colour palette. KFC Rich Red Lettertype with Top-crop of the Colonel icon in formats with cropping. White Highlights for use on Defined proportions / shape formats. any background. KFC lettering is included in some signage formats, and not in others. The KFC lettertype may not be added to the Colonel icon ONLY use White KFC Lettertype unless demonstrated in this manual. Formats shown without the without KFC Rich Red Highlights lettertype do not have a combined icon-lettertype option. Some on KFC Rich Red background. signage formats require the KFC lettertype be combined with the Square 1 x 1 1.25 x 1 Colonel icon. Use all logo and signage formats exactly as shown. Use White Lettertype with The KFC lettering for signage does not include the highlights KFC Rich Red highlights on but does include a black drop shadow. This drop shadow any solid background. lettering is for use in signage only. Never shift the position of the Colonel icon within the defined signage proportion. Never alter the defined position, size or colour of the 1 x 1.25 1.5 x 1 1.75 x 1 Bucket and Circle KFC lettertype when used with the Colonel icon. Never change the fixed angle of the Colonel icon or the KFC lettertype within the approved signage proportion. Never change the signage colours. Straight Bucket for Signage 3M® Vinyl Colours round and flat signage. NOTE: KFC Rich Red - 3M 3630-53 ™ ™ The 3M Scotchcal 2 x 1 NOTE: KFC Rich Black - 3M 3630-22 Translucent Film The circle format may Series 3630 is used only be used as KFC Medium Warm Beige - 3M 3630-0647 for second-surface a projecting White Diffuser - 3M 3635-30 applications. blade sign. Use 3M Film Series Bright Red and Deep Burgundy 3632 for first-surface are for signage only. applications. Left Tilt Right Tilt KFC Deep Burgundy - 3M 3630-2395 Bucket Bucket NOTE: KFC Bright Red - 3M 3630-2658 (This colour optional on Signage) Left and Right Tilt buckets 1 x 1.5 1.5 x 1 1.25 x 1 are for use on a double Master Signage Formats and Colours sided flat bucket sign only. Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 2.2

KFC Medium and Light Warm Beige. SECTION 2 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International Colour Strategies Use both face tones for print and broadcast applications: NOTICE: Use a modified format and omit for Different Types Merchandising In the 3-colours logo, the KFC Light Warm Beige for: of Applications. Packaging KFC Light Warm Beige Signage Advertising face tone is omitted. Wearables The modernized KFC Colonel logo Business & Promotional Materials Applications Where the Face has clearly defined colour strategies TV Tone is Not Reproducible to enable maximum colour impact for different applications. KFC Rich Red PANTONE® 187 The 4-colours logo, including both face tone colours, is required for all KFC Rich Black PANTONE® Black print and broadcast applications. For exterior trade dress, site and trade zone signage, the face tone KFC Medium Warm Beige PANTONE® 727 CV* is eliminated but the shadow colour remains. This modified colour format may also be used in applications KFC Light Warm Beige PANTONE® 9201 CV* (such as wearables) when the face * CV indicates the CMYK formula for this colour tone is not reproducible. has been adjusted from the standard PMS breakdown. See page 4.1 for the custom CMYK Formula. Complete colour specifications are SPECIAL NOTE: given on page 4.1. For 1-colour logo NOTE: No 2-colours logos exist in the 2006 updated identity standards. applications please refer to page 2.12. The colours represented in this document will vary widely The logo becomes stark when both Beige tones are omitted. In keeping with when viewed on screen or output to printer. For correct the desire to give the logo a warmer appearance and consistent application, ® only 3- and 4- colours logos are approved for the majority of cases. colour representation, always refer to PANTONE colour See page 2.12 regarding usage guidelines for the 1-colour logo. chips. Colour decisions made solely from screen viewing or non-colour correct hard copies risk inaccuracies. Colonel Face Tone Reproduction Guidelines Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 2.3

KFC Lettertype Style. SECTION 2 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International Further Protecting Master Lettertype Formats. 1-Colour Secondary Our Identity. The master lettertype formats below may only Lettertype Formats. Our KFC lettertype is a unique White Highlight Formats. be used in KFC Rich Red and White. The 1-colour applications, shown below in black, set of trademarked letter forms may be used as secondary artwork applications. Most of the lettertype formats contain elegant Never use a 1-colour KFC Lettertype format to designed specifically for use in the highlights on the letter forms that contribute to the KFC corporate identity system. The take the place of the required trademarked uniqueness of the KFC lettertype. It is preferred that red or white lettertype. refreshed type, like the modernized one of these formats with highlights be used in all Colonel logo, is an evolution of our printed applications (including packaging). KFC Rich Red Lettertype with White Highlights can be used on any background. classic lettertype and has a warm, Solid Lettertype Format. friendly, inviting feel. A new format without highlights has been developed to The lettertype may now be used bring a sense of freshness and crispness to the letters KFC 1-Colour Lettertype with White Highlights. on its own, without the Colonel when they are used against the signature KFC Rich Red background. The only acceptable application for the logo. This page outlines the specific solid, all-white format of the KFC lettertype is against an guidelines governing the lettertype ONLY use White KFC Lettertype without KFC Rich approved KFC Rich Red background. This is the preferred Red Highlights on KFC Rich Red background. usage without the Colonel logo. format for white signage letters. NOTE: NOTE: All usage of the lettertype All-red letters, without the highlights, are never allowed to represent for exterior trade dress the core KFC lettertype. All-red letters are only allowed in certain ONLY use the KFC 1-Colour Lettertype without and site signage must extreme applications in which the white highlight is impossible to the White Highlights for wearables. adhere to all published reproduce, such as small-scale wearable embroidery. Never use maximum and minimum all-red letters to represent the core logo trademark in marketing, White Lettertype with KFC Rich Red highlights signage standards. TV, business, packaging, graphic, or signage applications. can be used on any solid background. Never use any colour other than red or white to reproduce any of the KFC lettertype formats as 3-dimensional signage letter forms. NOTE: Refer to GFP Development Standards Library Vol. IV for approved Never change the highlight colour in master logo signage edge return colour options. formats from white or KFC Rich Red. KFC Lettertype Formats and Colours DocumenDocumentt colour colours vs ary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 2.4

Secondary Script Lettertypes. SECTION 2 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International Secondary Elements. 1-Colour Scripts. The Kentucky Fried Chicken Script lettertype was originally developed by The Classic font option is a 1-colour scripts used for signage must be in KFC Rich Red. Colonel Sanders in 1952. It is a genuine, time-honored essence of the brand. contemporary letter style that closely Other 1-colour usage is restricted to interior art or graphic elements only. The Script lettertype helps impart a feeling of warmth and authenticity, and matches the modernized KFC lettertype. it is used primarily as a secondary brand artwork element. It should be used The Heritage font option is an update sparingly. It is meant enhance the KFC logo, not to replace it. from our original 1952 font. Classic Script - use for all mediums. Heritage Script - use for all mediums. Solid KFC Rich Red Script. Solid KFC Rich Red Script. Solid White Script only on a KFC Rich Red background. Solid White Script only on a KFC Rich Red background. Heritage Script stacked formats. NOTE: ® after the Kentucky Fried Chicken Script Always use the lettertype. When used as a secondary exterior building signage element, all separate published maximum and minimum KFC Rich Red Script with White Outline. standards for lettertype signage must be met. Kentucky Fried Chicken Script Formats Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 2.5

Classic Script Enhances the KFC Brand. SECTION 2 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International Our Own Classic Script - use for all mediums. How to Use the Classic Script. Proprietary Font. To download the font, log onto www.kfclogos.com for use in both the MAC and PC environments. The KFC Classic Script font Always use one colour, KFC Rich Black,white was created as an enhancement (reversed), or KFC Rich Red when setting the classic script font. element to the updated Master Logo and Signage formats. For use across all mediums, but use sparingly – in headlines, sub-heads, or to indicate retail costs– but not It is especially useful to markets for use as general body copy. needing to translate a specific Use for translations to a local language. When copy headline or phrase into a is translated into a local language in a market, the local language. translation must be submitted to Yum Trademark Counsel for review. • Use the Classic Scrip KFC Rich Black, KFC Rich Red, or White (reversed). NOTE: Never use the classic script font in place of the required KFC Lettertype in the master logo formats. KFC Proprietary Classic Script Font Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 2.6

Logo Rules and Cropping Guidelines. SECTION 2 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International No Top-Crop on Ensure Consistency. The Colonels Signature Tilt. 8 degree tilt. Vertical Formats. Circle and Bucket Formats. Follow these simple rules and The Colonel is always on the 8 degree angle in the In nearly all formats the Colonel has The top of the Colonels head Straight Bucket and in the Circle Logo formats. guidelines to maintain consistency 1 a signature 8 degree tilt off the vertical 2 is fully illustrated in all axis, which is never to be altered. Vertical formats. in the Colonel logos: 1. Maintain the Colonels signature EXCEPTION: The only format 8 degree tilt. that deviates from the 8 degree tilt of the 2. No top-crop in any Vertical Format. Colonel are the left and right tilt Signage Bucket 3. In horizontal formats, never crop formats. Please refer to 2.2 concerning signage below the top left white for more details. peak of the Colonels hair. 4. Never crop above the left black tip of the bib on the apron. Square 1 x 1 Signature 8 degree tilt. The master logo shows the full image of the Colonel, including Horizontal Top-Crop. the top of his head. However, in some cases cropping is necessary 3 In horizontal formats, the top-crop is Vertical 1 x 1.25 always made at the highest, left peak to achieve maximum impact. of the Colonels hair. Consistent cropping is crucial to Minimum Size. maintaining the integrity of the KFC It is important to make sure that the logo details logo. These cropping guidelines apply are always visible when reduced to a small size. to all Square, Horizontal, Vertical, Apron Edge. The minimum allowable size is 16mm wide in any proportion (5/8”). Bucket, and Circle logo formats. The apron is never cropped higher Horizontal Markets may not vary the cropping 4 than just above the bottom left 1.25 x 1 of any of the logo formats. black tip of the bib edge. Never extend the apron artwork. Logo Cropping Guidelines Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 2.7

and TM Protect the KFC Brand. ® SECTION 2 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International The Importance of Text Copy Trademark References. Trademark Symbols. The ® symbol should always appear at the first reference Trademark registration with Global to the acronym “KFC” within any text copy. After the initial ® TM ® TM reference the ® may be dropped. Patent and Trademark Offices gives and Size and Positioning. The Difference between and notice to the public of our ownership When the Colonel logo and the KFC lettertype are scaled The same is true when referring to a KFC product: TM Essentially, the use of the alerts the public to our exclusive of the Colonel artwork and the KFC down, the trademarks may become illegible. Always make claim to the KFC Colonel logos. The ® can be used only after depending on whether the product name is a trademark, and Kentucky Fried Chicken lettertypes. ® TM its initial mention in a sure to keep the and at least 6-point type, and maintain these logos are officially registered, not while the applications It allows us to protect the integrity of their fixed positions. are pending. body of text will require TM the logo by controlling how it is used the use of a ® or . in connection with our products and KFC and Kentucky Fried Chicken lettertypes After that, the trademark are always accompanied by ®. TM services. No one can copy or use the symbol ® or may Colonel Icon or the KFC lettertype be dropped. without our permission. Remember: TM KFC trademarks are extremely The Colonel logos and KFC trademarks always need a . Once they are officially registered with the local country valuable because they represent the TM trademark office, the should be changed to ®. The standards of excellence and consistent trademark symbol should be placed as shown in the quality associated with KFC. This page example to the left, tucked into the bow tie. contains detailed information about Local markets are responsible for checking with Yum Trademark Counsel in Dallas to determine the registration NO how to reference KFC trademarks in status of any trademark. different scenarios. These guidelines When reproducing either the KFC lettertype or the Colonel Never move ® TM are intended to provide general artwork in large-size applications, always re-proportion the the or information regarding the use of our to another ® TM If either needs to be and to be smaller, so as not to be overly size of the position. core trademarks. prominent in relation to the KFC logo. resized, always keep them in Refer to Page 1.4 for comprehensive the same position. legal guidelines. Important Logo Trademark Guidelines Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 2.8

Formats No Longer Used. SECTION 2 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International A Note on Horizontal These formats have all been retired, either because they no longer reflect the current brand spirit, NO Proportions: or they are problematic for use in the field. Do not use any of these formats on new or remodeled buildings, or in new graphic applications. Do not use Horizontal In the 1997 Identity Manual there formats longer than a 2 x 1 proportion with was no limit to the length of horizontal NO either the old logo or fascia signage with repeating logos. modernized logo, or the Do not use the KFC lettertype. Repeating the logo in signage is no Vertical Oval format. longer allowed. Moving forward, the signage must be replicated in the NO exact logo proportions shown in this manual. Any site-specific exceptions, such as landlord-controlled signage sizes, must be submitted to market leadership for review. All questions on usage should be directed to Senior Do not repeat the logo, with either the old logo or modernized logo. Marketing Leaders. The updated logo NO proportions also apply to re- imaging programs. NOTE: For replacement Do not use the signage guidelines refer Horizontal Oval format. Do not repeat the lettertype in either the old or updated style. to the GFP Development Standards Library Vol. IV. NO Retired Formats Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 2.9

Ensuring a Consistent KFC Brand Image. SECTION 2 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International In order to maintain the integrity of 1 NO NO NO NO NO NO the KFC brand identity, this updated KFC YRI Brand Identity Standards Manual prohibits distorting the logo or lettertype in any of the ways shown here and on page 2.11. Never vary the cropping. 1. Never vary the crop of the logo artwork. Refer to page NO 2.6 for cropping guidelines. 2 NO NO NO NO NO 2. Never shift the Colonel to the left or right, up or down in any of the logo formats. 3. Never change the fixed angle of the logo or lettertype in any of the approved formats. Never shift, mirror, or modify the Colonel. Continued, 3 NO NO NO NO NO NO Never change the fixed angle of the logo or lettertype. Things Not to Do Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 2.10

Dont Change the Logo, Lettertype, or Artwork. SECTION 2 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International NONO NO NO NO NO NO 4. Dont manipulate the background shape of the logo formats in 4 any way. 5. Never alter the defined position, size, or colour of the KFC lettertype when used with the Dont manipulate the background shape. Colonel icon. 6. Never change the colour of the 5NO NO NO NO NO NO logo, or secondary artwork. 7. Dont distort or stretch the logo, lettertype, or any of the secondary artwork elements. Never change the position or colour of the KFC lettertype. KEN C E CHI XP NO NO NO S ER NO NO NO T 6 OU S M • A K F D FC L RO • • W OD KF GO C ’ • F KIN Never change the colour of the logo or secondary artwork. INGER LIC 7 NO NO NO NO NO NO Never stretch the logo, lettertype, or secondary artwork. Things Not to Do Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 2.11

1-Colour Secondary Artwork. SECTION 2 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International NOTE: No 2-colour artwork versions are allowed. Secondary Artwork (including the Medallions, and the Kentucky Fried Chicken script and Its Finger Lickin A freestanding Colonel Positive Reverse. Good script) utilizes the image of the may be used in Colonel as a graphic element which 1-colour without the In reverse applications, its best to use the 1-colour KFC Lettertype. helps to visually communicate and Use a dark field KFC logo that features a positive image of the Colonel, with a white or with a dark background to hold the Colonels image. reinforce the KFC brand message. reversed outline to hold the Secondary Artwork may only be used Colonels image. For items such as engraved plaques and window glass in conjuction with a master logo. Maintain the decals use the Positive-Image Reverse logo with an outline. NO Dont proportions as The outline separates the Colonel from the dark background. 1-Colour Logos. reproduce set out in the the 1-colour 4-colours formats. All the approved KFC Logo Formats can be reproduced in The 1-colour application is for use Freestanding 1-colour Positive-Image Reverse, with or without the outline. Logo on a In the Alternate Formats, the Colonels head should always only as a secondary artwork element patterned or for situations when the 4-colour background. be cropped exactly like the colour versions. master logo cannot be reproduced, NO (such as newspaper advertising and Secondary Artwork. Never reproduce a on specialty premiums). Where the Colonel likeness is adapted as secondary negative reverse image of the KFC logo where the NOTE: brand artwork additional colours may be used, provided Colonel forms a ghostly Head-only artwork negative image. Never use secondary artwork in it is clear that the Colonels image is intended to be a for use in artistic, place of the required master logo. secondary artistic element and not an exact replication of secondary graphics. Never use 1-colour artwork for the logo. At no time should secondary usage of a exterior trade dress or site signage. 1-colour version of the Colonel overshadow primary logo communication requirements. 1-Colour and Reverse Formats Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 2.12

Professional Branded Apparel Items. SECTION 2 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International Recommended Wearable Logo Formats. Selecting the Colour Basic Guidelines. for the MaMatteerialrial.. Wearables play a prominent role Use one of the master formats of the Colonel logo when producing wearables: Straight Bucket, Circle, Square, and 1 x 1.25 Vertical format. Consideration for a material colour that compliments our in the KFC brand image. They NOTE: KFC colour palette will ensure a professional end result. offer visibility and association with Due to difficulties the KFC brand. in the execution of Suggested material colours are: wearables, the From restaurant-wear to corporate KFC Light Warm White or Black Slate Beige face tone is and special-event wearables, the omitted and replaced with white. Beige Olive Green KFC logo can be applied to a wide variety of garments in a wide variety It is also acceptable to use Grey Brown of materials. We want to ensure KFC and the Colonel separately. Tone-on-Tone. that wearables are produced with An option for wearables is to use the Always use a thread darker than Deep Red the best possible representation of KFC lettertype independently from the the material when specifying Colonel logo. It may be used with or the same colour family for the our company. without the accent highlight. The preferred material and the embroidery or colour application for the KFC lettertype on silkscreen (as shown here). NO Here are some basic guidelines to wearables is KFC Rich Red or White. Tone-on-tone options may also be follow when producing wearables with used provided the thread colour is darker than embroidery or silk-screen. the fabric colour as shown to the right. Never combine the Colonel Icon with the KFC lettertype when producing wearables. NOTE: It is best to embroider directly onto fabric Omit the outline in rather than to silk- 1-colour applications. screen or sew on an embroidered patch. KFC Wearables Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 2.13

Enhancing the Brand Message. SECTION 3 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International Traditional Style Classic Style Urban Style How to Use Medallions. Secondary Bodoni Bold Bookman Old Style Italic Microgramma Med. Extended Artwork. Always use one colour to reproduce the Positive Colonel Medallion. The Colonel Medallion and Colonel For use as interior graphic design and artwork, the Secret 11 Medallion on the Medallion the Colonel Medallion may be scaled large or small. Artwork It may also be cropped, depending on the needs following page, were created of the artwork. to supply enhancement graphics Exterior trade dress applications may to promotional materials or incorporate the Colonel Medallion as a secondary in-store fixtures. brand element, but: No more than one application may be used on the wall These secondary graphic surfaces of any given exterior building elevation. elements help visually No more than one application may be used on the window communicate and reinforce glass or entry door glass of any given building elevation. the KFC brand message by utilizing the image of the Colonel Requirements for Copy Changes and trademarked phrases. and Language Translations. Reversed Any variation in copy must be submitted to Both the Colonel Medallion and Colonel Senior Marketing Leadership. the Secret 11 Medallions were Medallion Trademark clearance is required in every market that intends created in three distinct styles to Artwork to use the Colonel Medallion or the Secret 11 Medallion. reach specific market audiences: Markets must check with Yum Trademark prior to usage. Traditional The copy inside the Colonel Medallion and the Secret 11 Classic Medallion is a fixed part of this brand trademark element. Urban This copy cannot be changed in the field without prior NOTE: approval from YRI Marketing and YRI Legal. Never use the Colonel Medallion in If copy is translated into a local language in a market, place of the required Colonel logo. the translation must be submitted to Yum Trademark Never use the Colonel Medallion Counsel for review. directly adjacent to, or intersecting with, the full Colonel logo or the Colonel Medallions KFC Lettertype. DocumenDocumentt col colourouurs vs vaarryy w wiidely when vdely when viieewweedd ele eleccttrronicalonically or prinly or printteed td too o offffice prinice printteerrss. Re. Reffeerr t too page 4 page 4..1 f1 foor colour mar colour mattcching guhing guideidelineliness.. 3.1

Secondary Graphics for Unique Markets. SECTION 3 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International Design Styles How to Use Medallions. Directed to The Secret 11 Medallions can be used in a Three Individual similar fashion to the Colonel Medallions on Audiences. Traditional Style Classic Style Urban Style the previous page. Bodoni Bold Bookman Old Style Italic Microgramma Med. Extended Always use one colour to Like the Colonel Medallion on the reproduce the Colonel Medallion. preceding page, the Secret 11 Exterior trade dress applications may incorporate the Colonel Medallion Medallion provides enhancement as a secondary brand element, but: graphics to promotional materials No more than one application may be used on the wall surfaces of any given and in-store fixtures. exterior building elevation. NOTE: No more than one application may be Never use the Secret 11 Medallion in used on the window glass or entry door place of the required Colonel logo. glass of any given building elevation. Never use the Secret 11 Medallion No more than one application may be directly adjacent to, or intersecting used on the wall surfaces of any given with, the full Colonel logo or the Reversed Urban Style exterior building elevation. KFC Lettertype. Cropping Guidelines It is acceptable to crop the Secret 11 Microgramma Bold Extended No more than one application may be Medallion artwork. Always place medallions used on the window glass or entry door of th b glass of any given building elevation. e r s e & e s t h s m e e p r i o c c c against another graphic or building element r e e H et e ns s Important! The Secret 11 Medallions are l e to define the cropping line. Cropped versions e v e v l e designed to be used as stand-alone artwork en s of medallions should never be placed in the ’ l s e and should never be directly combined with n cip oloc middle of any graphic or window frame. other signs or Colonel Icon elements. se eht It is necessary to rotate the type around the medallion to ensure the complete message is legible. Also, delete any letters that are partially cropped where they run off of the The Urban Style 11 artwork in both the defined edge. positive and reversed formats is customized and for use only with the Microgramma font. Secret 11 Medallions DocumenDocumentt col colourou s vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 3.2

A Time-honored Famous Phrase. SECTION 3 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International NOTE: For all of the colour options log onto www.kfclogos.com Secondary Artwork. 1-Colour Scripts. Our trademark phrase: “its finger lickin good” helps to communicate The Script lettertype helps impart a feeling of warmth 1-colour usage is restricted to interior art and reinforce the KFC brand message with the use of our trademarked, or graphic elements only. and authenticity, and it is used primarily as a secondary famous phrase. Use it on promotional materials or in-store fixtures as brand artwork element. It should be used sparingly. an enhancement graphic. Classic Script - use for all mediums. Heritage Script - use for all mediums. Solid Script in KFC Rich Red. Solid Script in KFC Rich Red. Vintage Script - use for all mediums. NOTE: The Vintage Script was adapted from the original chicken bucket type. Our trademark phrase is “its finger lickin good” – always include the word “its” when using this time- Remember: honored famous slogan. TM KFC trademarks always need a . Once they are officially TM Solid Script in KFC Rich Red. registered with the local country trademark office, the should be changed to ®. Local markets are responsible for checking with Yum Trademark Counsel in Dallas to determine the registration status of any trademark. Finger Lickin Good Script Formats Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 3.3

Promotion For Stores Offering Delivery. SECTION 3 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International Make an Impact Use both face tones for print and broadcast applications: NOTICE: Use a modified format and omit with the Addition of Merchandising In the 3-colours logo, the KFC Light Warm Beige for: a Delivery Logo. Packaging KFC Light Warm Beige Signage Advertising face tone is omitted. The delivery logo formats have been Business & Promotional Materials Wearables TV Applications Where the Face designed to have a memorable visual Tone is Not Reproducible impression on packaging, television, signage, and other marketing materials. For locations offering delivery, this logo leaves a strong impact across all mediums, including 1-colour applications. Horizontal Format without the Phone Number. Vertical Format without the Phone Number. The addition of a delivery logo will enhance the refreshed, contemporary restaurant designs currently being An Option to Include a Delivery Phone Number. introduced in all worldwide markets. NOTE: Log onto www.kfclogos.com to download There are no 2-colour versions of the Delivery Logos. the native file and modify the phone number This black and white version below is especially useful for a specific store. The phone number on coupons and in newspaper advertising. For all of the valid formats, go to www.kfclogos.com. option, in either vertical or horizontal format, (99-9)9 999 999 is set in the Arial font and it is surrounded by a white field for use on any background. (99-9)9 999 999 (99-9)9 999 999 KFC Delivery Logo Formats Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 3.4

Promotion For Locations Offering Express. SECTION 3 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International Convenience Use both face tones for print and Use a modified format and omit Locations now have broadcast applications: the KFC Light Warm Beige for: NOTICE: an Express Logo. Merchandising Signage In the 3-colours logo, KFC Light Warm Beige Packaging Applications Where the Face face tone is omitted. The addition of “Express” to Advertising Tone is Not Reproducible the Updated KFC Logo identifies Business & Promotional Materials the convenience of pre-packaged TV products to our customers. To further enhance the impact and to highlight the “Express” message, the new logo has been designed with an additional yellow colour. The colour specifications for the 4-Colours Express logo, and the ® Express Signage formats are detailed 5 Spot Colours. NOTE: Signage 3M Vinyl Colours NOTE: The KFC Bright Red halo is optional on KFC Rich Red - 3M 3630-53 ™ ™ at right. The modernized KFC Expressl logo has the addition of KFC signage. Please go to kfclogos.com for The 3M Scotchcal Express Yellow to enable maximum colour impact for print and valid signage artwork files. KFC Rich Black - 3M 3630-22 Translucent Film Series 3630 is used broadcast applications. KFC Medium Warm Beige - 3M 3630-0647 for second-surface KFC Rich Red - PANTONE® 187 White Diffuser - 3M 3635-30 applications. Use 3M Film Series KFC Rich Black - PANTONE® Black Bright Red, Deep Burgundy and 3632 for first-surface Express Yellow are for signage only. applications. KFC Medium Warm Beige - PANTONE® 727 CV* KFC Deep Burgundy - 3M 3630-2395 KFC Light Warm Beige - PANTONE® 9201 CV* KFC Bright Red - 3M 3630-2658 (This colour optional on Signage) KFC Express Yellow - PANTONE® 123* KFC Express Yellow - 3M 3630-25 (Sunflower) * CV indicates the CMYK formula has been adjusted from the standard KFC Express Logo Formats PMS breakdown. See page 4.1 for the custom CMYK Formulas. Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 3.5

Standard Colour Matching Systems. SECTION 4 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International FC Rich Red K ® 187 9 / K - 20 PANTONE 00 / Y - 7 ® / M - 1 PANTONE , CMYK, KFC Rich Red Process: C - 0 Order KFC Colour ® 187 PANTONE ® ® 187 PANTONE ® 187 PANTONE 187 PANTONE ® 187 PANTONE ® 187 PANTONE RAL, and 3M. ® 187 PANTONE Chips Online. ® 187 RAL 3031 PANTONE ® 187 PANTONE ® 187 PANTONE ® 187 PANTONE ® 187 Process: C - 0 / M - 100 / Y - 79 / K - 20 PANTONE ® 187 PANTONE ® 187 PANTONE ® 187 PANTONE ® 187 Our collective goal is to maintain PANTONE To order colour chips or a hard copy of ® 187 PANTONE ® 187 PANTONE ® 187 PANTONE ® 187 PANTONE ® 187 PANTONE consistent, precise representation of ® 187 PANTONE this manual go to www.kfclogos.com. KFC Rich Black ® 187 PANTONE ® 187 PANTONE ® 187 PANTONE ® ® 187 PANTONE ® 187 PANTONE Black PANTONE ® 187 PANTONE each of our colours, in every application ® 187 PANTONE ® 187 PANTONE ® 187 RAL 9005 PANTONE Colour chips should be replaced once ® 187 PANTONE ® 187 PANTONE ® 187 PANTONE throughout the world. By utilizing ® 187 PANTONE Process: C - 0 / M - 13 / Y - 49 / K - 98 ® 187 PANTONE ® 187 PANTONE a year. After a year, the ink colours could ® 187 PANTONE ® 187 PANTONE ® 187 PANTONE ® 187 standard colour matching systems we PANTONE KFC Medium Warm Beige fade and risk an inaccurate colour match. ensure the KFC logo will be reproduced PANTONE® 727 CV (CV indicates the CMYK formula correctly. PANTONE®, RAL , Process has been adjusted from the standard breakdown) Important! The colour chip pages are extremely vulnerable Printing CMYK , and 3M are matching RAL 060 80 20 to fading from ultraviolet rays. Avoid excessive exposure systems used for each of the aptly Process: C - 0 / M - 15 / Y - 25 / K - 3 KFC Light Warm Beige to light, and always keep pages out of direct sunlight. named KFC logo colours: PANTONE® 9201 CV (CV indicates the CMYK formula KFC Rich Red has been adjusted from the standard breakdown) KFC Rich Black RAL 9001 KFC Medium Warm Beige Process: C - 0 / M - 5 / Y - 10 / K - 0 KFC Light Warm Beige Because different reproduction situations will require the use of one Signage 3M® Vinyl Colours Specifying KFC Colours. of the colour matching systems, be KFC Rich Red - 3M 3630-53 NOTE: Colour chip pages should always be used to match colour when NOTE: ™ ™ KFC Rich Black - 3M 3630-22 The 3M Scotchcal The colours represented on this document will vary aware that the final appearance of the Translucent Film ® printing with 4-colour process. Always specify the PANTONE colour widely when viewed on screen or output to printer. KFC Medium Warm Beige - 3M 3630-0647 Series 3630 is used For correct colour representation, marketing teams colours will vary slightly. However, great ® for second-surface name, or give the PANTONE colour chips to the vendor who will be should always reference PANTONE® White Diffuser - 3M 3635-30 colour chips. care has been used in selecting the applications. producing the printed material. Make sure to select the KFC colour chip Colour decisions made solely from screen viewing or Bright Red and Deep Burgundy Use 3M Film Series non-colour-correct hard copies risk inaccuracies. colour specifications, so the variance are for signage only. for either coated or uncoated paper, depending on the paper stock for 3632 for first-surface from one colour matching system to KFC Deep Burgundy - 3M 3630-2395 applications. the project. Work with your vendor to make sure the end result is a true KFC Bright Red - 3M 3630-2658 Colour Specifi cations & Colour Matching Systems the other should be minimal. colour match to the specified PANTONE® chip. Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 4.1

Electronic Artwork to Download. SECTION 4 YRI Brand Identity Standards: November 2006 © 2006 Yum Restaurants International To download logos, signage, or secondary artwork log onto Master Logos Signage Artwork Secondary Artwork www.kfclogos.com COLONEL LOGO COLONEL WITH THE HALO KENTUCKY FRIED CHICKEN SCRIPT FINGER LICKIN GOOD SCRIPT 4-COLOUR 3-COLOUR SQUARE HORIZONTAL VERTICAL • Heritage 2-Colour • Heritage Red 2 Line • Classic 2-Colour • Heritage Red • 1.25 x 1 • 1 x 1.25 • Heritage Black • Heritage Red 3 Line • Classic Black • Classic Red • 1 x 1 • 1 x 1 • 1 x 1 • Heritage Red • Classic Red • 1.25 x 1 KFC • 1 x 1.25 • 1.25 x 1 KFC • 1 x 1.5 • 1 x 1.25 • Bucket Right • 1.5 x 1 • 1 x 1.75 ONE COLOUR LOGOS • 1.5 x 1 KFC • 1 x 2 KFC COLONEL & SECRET 11 MEDALLIONS • 1 x 1.5 • Circle • 1.75 x 1 KFC • 11 Black Classic Style • Colonel Traditional OR Solid • Colonel 1x1 Black • Bucket Straight • 2 x 1 KFC • 11 Black Traditional Style • Colonel Traditional OR White • Colonel Black • Circle • 11 Black Urban Style • Colonel Traditional World Solid • Colonel Head Black • Circle KFC BUCKET BLADE • 11 Black Urban Style Bold • Colonel Traditional World White • Bucket Straight • Circle • Colonel Classic OR Solid • Colonel Urban OR Solid Proprietary Classic Script Font • Circle KFC • Colonel Classic OR White • Colonel Urban OR White • KFC Classic Script LETTERTYPE • Colonel Classic World Solid • Colonel Urban World Solid • Colonel Classic World White • Colonel Urban World White • Red/Highlight KFC LETTERTYPE • White DELIVERY LOGOS • White/Highlight • Black HORIZONTAL VERTICAL • Black with Highlight • Plain: 4, 3, & 1 Colour • Plain: 4, 3, & 1 Colour • Red with Highlight COLONEL WITHOUT THE HALO • With Number: 4, 3, & 1 Colour • With Number: 4, 3, & 1 Colour • White SQUARE HORIZONTAL VERTICAL • 1.25 x 1 • 1 x 1.25 EXPRESS LOGOS • White with Highlight • 1 x 1 • 1.25 x 1 KFC • 1 x 1.5 4-COLOUR SIGNAGE • 1.5 x 1 • 1 x 1.75 • Plain: 4, 3, & 1 Colour • With the Halo • 1.5 x 1 KFC • 1 x 2 KFC • With Number: 4, 3, & 1 Colour • Without the Halo • 1.75 x 1 KFC • 2 x 1 KFC Available Downloads at www.kfclogos.com Document colours vary widely when viewed electronically or printed to office printers. Refer to page 4.1 for colour matching guidelines. 4.2

KFC Rich Red KFC Rich Black PANTONE® 187 Process: C - 0 / M - 100 / Y - 79 / K - 20 PANTONE® Black Process: C - 0 / M - 13 / Y - 49 / K - 98 ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE 187 PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black PANTONE Black

KFC Medium Warm Beige KFC Light Warm Beige PANTONE® 727 CV Process: C - 0 / M - 15 / Y - 25 / K - 3 PANTONE® 9201 CV Process: C - 0 / M - 5 / Y - 10 / K - 0 (CV indicates the CMYK formula has been adjusted from the standard breakdown) (CV indicates the CMYK formula has been adjusted from the standard breakdown) ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 187 PANTONE 187 PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® ® PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 727 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV PANTONE 9201 CV

KFC Bright Red KFC Deep Burgundy 3M 3630-2658 - For use in signage only. 3M 3630-2395 - For use in signage only. 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2658 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395 3M 3630-2395

Signage Colour Matching Samples SECTION 4 Global Brand Identity Standards: November 2006 © 2006 Yum Brands, Inc. To order more signage colour sample cards go to www.kfclogos.com. KFC Signage 3M Vinyl Colours KFC Signage 3M Vinyl Colours KFC Signage 3M Vinyl Colours Signage guidelines can be found in the GFP Development Signage guidelines can be found in the GFP Development Signage guidelines can be found in the GFP Development Standards Library Vol. IV. Standards Library Vol. IV. Standards Library Vol. IV. NOTICE: NOTICE: NOTICE: In signage the KFC In signage the KFC In signage the KFC Light Warm Beige Light Warm Beige Light Warm Beige face tone is omitted face tone is omitted face tone is omitted White Diffuser - 3M 3635-30 White Diffuser - 3M 3635-30 White Diffuser - 3M 3635-30 KFC Rich Red - 3M 3630-53 KFC Rich Red - 3M 3630-53 KFC Rich Red - 3M 3630-53 KFC Rich Black - 3M 3630-22 KFC Rich Black - 3M 3630-22 KFC Rich Black - 3M 3630-22 NOTE: NOTE: NOTE: ™ ™ ™ ™ ™ ™ The 3M Scotchcal KFC Medium Warm Beige - 3M 3630-0647 The 3M Scotchcal KFC Medium Warm Beige - 3M 3630-0647 The 3M Scotchcal KFC Medium Warm Beige - 3M 3630-0647 Translucent Film Series 3630 Translucent Film Series 3630 Translucent Film Series 3630 is used for second-surface is used for second-surface is used for second-surface applications. Use 3M Film applications. Use 3M Film applications. Use 3M Film Series 3632 for first- Series 3632 for first- Series 3632 for first- surface applications. surface applications. surface applications. KFC Deep Burgundy - 3M 3630-2395 KFC Deep Burgundy - 3M 3630-2395 KFC Deep Burgundy - 3M 3630-2395 To order more signage To order more signage To order more signage colour sample cards go to colour sample cards go to colour sample cards go to www.kfclogos.com. KFC Bright Red - 3M 3630-2658 www.kfclogos.com. KFC Bright Red - 3M 3630-2658 www.kfclogos.com. KFC Bright Red - 3M 3630-2658 For additional information on 3M vinyl products or For additional information on 3M vinyl products or For additional information on 3M vinyl products or to find a distributor, go to www.scotchprint.com. to find a distributor, go to www.scotchprint.com. to find a distributor, go to www.scotchprint.com.

The information within this manual is to be used only by franchises, employees of Yum, or approved vendor/partners of Yum Brands, Inc., and Yum Restaurants International. All rights reserved. This manual may not be reproduced or transmitted in whole or in part in any form or by any means, whether electronic or mechanical, including by photocopying, email, website postings or through any information in storage and retrieval system, without prior written consent from Yum Brands, Inc. © 2006 Yum Brands, Inc.