2014 fifa world cup brazil™ - wikileaks columbia...bravia™ 16 packaging layout example ......
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Sony Corporation Creative Center / FIFA Partnership Project Office
20130329 Ver. 2.0
2014 FIFA WORLD CUP BRAZIL™ Packaging Design Guidelines
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2014 FIFA WORLD CUP BRAZIL™ Packaging Design Guidelines
Positioning of the Guidelines
These guidelines for the use and placement of the Official Emblem of the 2014 FIFA World Cup
Brazil™ and product designations on product packaging are based on the ‘Sony Group Brand
Message make.believe Concept and Usage Guideline’ and the FIFA Marks usage guidelines.
2014 FIFA WORLD CUP BRAZIL™ Packaging Design Guidelines
Issued by: Brand Marketing Supervised by: Creative Center
FIFA Partnership Project Office
Group Marketing Communication Dept.
Target Audience
Business Units, Creative Center (persons in charge of packaging)
Period of Use
August 1, 2012 to December 31, 2014
Objectives
Packaging displayed at stores is an important distinguishing element for product selection by
customers. Indicating that Sony is an Official FIFA Partner on packaging and to link this to other
advertising and promotional items strengthens product differentiation and can be a powerful way
to appeal to consumers. These design guidelines were created for the effective use of the 2014
FIFA World Cup Brazil™ assets on product packaging.
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Use of the FIFA Emblem on Packaging: Mandatory Use & Exceptions
Mandatory Use of the FIFA Emblem on Packaging
The Official Emblem of the 2014 FIFA World Cup Brazil™ can be used on product packaging
of all product categories included in the agreement with FIFA and for all regions in the world.
The FIFA Emblem should be printed on all product packaging* that will appear in stores
from June 2013 onwards.
*Exceptions can be made in cases where the product life is long, the size of the Emblem that can be used is too small or
where use of the Emblem is difficult.
Minimum Size
For small-size packaging, the minimum size of the FIFA Emblem (for offset printing, a height
of 11mm; for flexographic (Flexo) printing, a height of 35mm) must be used to maintain visibility.
If this is not possible, the FIFA Emblem should not be inserted on the packaging.
Placement
When the minimum size (refer to the above) of the FIFA Emblem cannot physically appear on the
main surface of the packaging, a different surface may be used.
Period of Use
Even if product cartons with the FIFA Emblem are still in the market at the end of the 2014 FIFA
World Cup Brazil™ competition (July 14, 2014 and later), FIFA will not impose any fines nor
request that the cartons be removed from the market. In general, products with a long life that may
possibly remain as part of dealer inventories in 2016 and beyond should not have the FIFA Emblem
included on their cartons or packaging.
Exceptions for the Use of the FIFA Emblem on Packaging
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FIFA Emblem Placement Basic Layout
The Official Emblem of the 2014 FIFA World Cup Brazil™ should
be placed on the main surface of the carton or packaging and
positioned diagonally to the Module Logo in the recommended
lower-right corner. The basic size of the FIFA Emblem should be
25 percent of the height of the Module Logo.
However, if the height of the Module Logo exceeds 240mm,
please contact the Creative Center regarding the size of the FIFA
Emblem.
If the height of the Module Logo is less than 44mm, the height of
the FIFA Emblem should be fixed at 11mm.
25% Module Logo Height
Product Area
Model / B
rand N
am
e, e
tc.
Module Logo
FIFA Emblem
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FIFA Emblem Placement Basic Layout
If the Official Emblem of the 2014 FIFA World Cup Brazil™ cannot be placed in the recommended
lower-right corner, it should be positioned in a different corner on the main surface of the carton or
packaging. However, the FIFA Emblem should be placed independently and not together with the
Module Logo, feature logos or other graphic elements.
プロダクトエリア
Product Area
Model / B
rand
Product Area
Mode
l / B
rand
Product Area
Model / Brand Name, etc
Model / Brand Name, etc
Product Area
Mode
l / B
rand
Product A
rea
Product Area
Model / Brand
(Numbers ① and ② above indicate FIFA Emblem placement order of priority.)
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The Small-size and Large-size data of the Official Emblem of the 2014 FIFA World Cup Brazil™ differ in the size of
the type of the Legal Notice, or the “®©” symbols, on the bottom left of the ‘Raising Hands’ graphic element. As shown
in the magnified examples below, please note that the ®© symbols are larger in the Small-size data than in the Large-
size data. Select the proper size data according to the actual height of the Emblem as it will appear on the packaging
and check the size of the ®© symbols to confirm that the correct size data is being used.
Small For Emblem height of
11mm~21mm
Large For Emblem height of
22mm & above
FIFA Emblem Data: Size
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To maintain consistency in the usage of the Official Emblem of the 2014 FIFA World Cup Brazil™, it can only be
used in the following variations. For use on colored backgrounds other than white or black, an Emblem on a white
base must be used. Use of any other color base, except white, is prohibited.
For Offset Printing (Full Color) Applications
White background Black background Other color background
FIFA Emblem Data: Background Color
Offset_logo_A_Large.ai Offset_logo_C_Large.ai Offset_logo_B_Large.ai
Offset_logo_A_Small.ai Offset_logo_C_Small.ai Offset_logo_B_Small.ai
Large size data
Small size data
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When the number of colors is limited and the full-color logo data on page 7 cannot be utilized,
one of the following logo data may be used.
Black Solid (Large) White Solid (Large)
FIFA Emblem Data: Single Color
Flexio_logo_B_Large.ai Flexio_logo_W_Large.ai
For Offset Printing (Limited Color Usage) Applications
Black Solid (Small) White Solid (Small)
Flexio_logo_B_small.ai Flexio_logo_W_small.ai
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The height of the Official Emblem of the 2014 FIFA World Cup Brazil™ must be at least 35mm, the minimum
size at which the Emblem can be clearly reproduced. For higher-resolution Flexographic printing, use the
full-color Emblem data for offset printing.
For Flexographic (Flexo) Printing Applications
Black background
(Small)
FIFA Emblem Data: Single Color
Flexio_logo_B_small.ai Flexio_logo_W_small.ai Flexio_logo_O_small.ai
Other background colors
(Small) Carton color background
(Small)
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Isolation Zone (Exclusion Area)
Regardless of the size of the Official Emblem of the 2014 FIFA World Cup Brazil™,
the isolation zone around the Emblem must be at least 1/8 of the height of the Emblem.
When using a background color other than white or black, please include the isolation zone
within the size of the white base.
Example:
For an Emblem height
of 40mm, an isolation
zone of 5mm around
the Emblem is required.
Isolation zone
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When using the Official Emblem of the 2014 FIFA World Cup Brazil™ on a background color other than
white or black, please include the isolation zone within the size of the white base.
Isolation Zone (Exclusion Area)
Insufficient isolation zone example Correct isolation zone
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The Official Emblem of the 2014 FIFA World Cup Brazil™ should not be placed on a complicated background
nor over the product photo.
Packaging Layout Considerations
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The Official Emblem of the 2014 FIFA World Cup Brazil™ should be positioned independently and
separated as much as possible from feature logos and other graphic elements.
Packaging Layout Considerations
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Example showing the placement of the Official Emblem of the 2014 FIFA World Cup Brazil™
next to a 3rd-party logo
Packaging Layout Considerations
If a 3rd-party logo must be placed near the
FIFA Emblem, a space of at least 1/3 or
more of the width of the Emblem must be
provided between the two graphic elements.
↑
More than 1/3 of the Emblem width
Example:
For an Emblem width of 24mm, a space of 8mm or
more is required.
Emblem width
↓
Isolation zone
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Example
Packaging Layout Example
BRAVIA™
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Packaging Layout Example
Cyber-shot™
Example
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Product Designations
Product Designations Sony Group companies have the right to designate products that are included among the product categories
covered under the agreement with FIFA as an ‘Official Product’ of FIFA or a specific competition. For example,
‘Official Television of the 2014 FIFA World Cup™’ or ‘Official Digital Still Camera of the 2014 FIFA World Cup™’
can be used in advertising and promotional materials, at retailers and events, as well as on product packaging.
For product designations on packaging, the typeface and size, as well as placement, should be discussed and
decided by the concerned Business Unit and the Creative Center at Sony HQ. The Business Unit and the designer
in charge of the packaging design at the Creative Center will determine these factors.
Typeface: SST (weight optional)
Designation placement: Above, below, to the right or left of the Official Emblem of the 2014 FIFA World Cup Brazil™
Size of typeface: To be determined by the Creative Center
Product Designation Placement Examples
① ②
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Product Designation Layout Example
Home Theatre
Product designation type size will be decided after discussions by the concerned Business Unit and the Creative Center.
Example
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Approval Application for Use of the FIFA Emblem on Packaging
and Product Designation Additions & Modifications
FIFA Approval Application Prior to Use
Use of the Official Emblem of the 2014 FIFA World Cup Brazil™ and product designations on Sony product packaging,
as well as any additions or modifications to the list of product designations, requires FIFA approval prior to use.
⇒ All submissions for FIFA approval are handled by FPO (FIFA Partnership Project Office) at Sony HQ.
Packaging & Product Designation Approval Applications
<Packaging>
・For Business Units
Business Unit persons in charge are requested to fill out the Approval Application form with the required information
(model number, destination of product, initial usage timing). The forms can be downloaded from the ‘Package Design
Guidelines’ section’ of the FIFA Marketing Tools Site at https://www.fifapj.sony.net/
Please send the completed application form to FPO.
・For FSMCs and Sony Group Companies
If you plan to produce a customized sticker to create original packaging for a specific region or country,
please send the visual to FPO (FIFA Partnership Project Office) at [email protected] to obtain
FIFA approval of the packaging design.
<Product Designations>
Current FIFA-approved product designations can be modified and new ones may be added.
For additions or changes to the list of product designations, please refer to the updated ‘List of FIFA-Approved Product
Designations’ posted on the ‘Package Design Guidelines’ section of FIFA Marketing Tools Site. https://www.fifapj.sony.net
Application for FIFA approval is required prior to use. ‘Product Designation Application Form’ can be also downloaded from
the ‘Package Design Guidelines’ section of the FIFA Marketing Tools Site.
Please send the completed Application form to FPO. FPO will promptly apply for FIFA approval and notify you and each
relevant Business Unit at Sony HQ when approval has been obtained.
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PARTNER DESIGNATION Official Partner Hi-Fi Official Hi-Fi System of the 2014 FIFA World Cup™
Official Partner of the 2014 FIFA World Cup™ FIFA Official Hi-Fi System
Sony is an Official Partner of the 2014 FIFA World Cup™ Cyber-shot™, α™ Official Digital Still Camera of the 2014 FIFA World Cup™
BRAVIA™ Official Television of the 2014 FIFA World Cup™ Official Digital Camera of the 2014 FIFA World Cup™
Official HDTV of the 2014 FIFA World Cup™ FIFA Official Digital Still Camera
Official TV of the 2014 FIFA World Cup™ FIFA Official Digital Camera
FIFA Official Television Handycam™ Official Camcorder of the 2014 FIFA World Cup™
FIFA Official HDTV Official Video Camera of the 2014 FIFA World Cup™
FIFA Official TV Official Video Camera Recorder of the 2014 FIFA World Cup™
Home Theatre Official Blu-ray Disc™/DVD Player of the 2014 FIFA World Cup™ FIFA Official Camcorder
Official Blu-ray Disc™ Player of the 2014 FIFA World Cup™ FIFA Official Video Camera
Official Blu-ray Disc™ Recorder of the 2014 FIFA World Cup™ FIFA Official Video Camera Recorder
Official DVD Player of the 2014 FIFA World Cup™ VAIO® Official Personal Computer of the 2014 FIFA World Cup™
Official DVD Home Theatre System of the 2014 FIFA World Cup™ Official Laptop of the 2014 FIFA World Cup™
Official Home Theatre of the 2014 FIFA World Cup™ Official Notebook of the 2014 FIFA World Cup™
Official HOME AUDIO SYSTEM of the 2014 FIFA World Cup™ FIFA Official Personal Computer
Official Speaker System of the 2014 FIFA World Cup™ FIFA Official Laptop
Official AV Receiver of the 2014 FIFA World Cup™ FIFA Official Notebook
Official Internet Player of the 2014 FIFA World Cup™ Walkman® Official Personal Audio Products of the 2014 FIFA World Cup™
Official Internet Blu-ray Disc™ Player of the 2014 FIFA World Cup™ Official MP3 Player of the 2014 FIFA World Cup™
Official Head Mounted Display of the 2014 FIFA World Cup™ Official Digital Music Player of the 2014 FIFA World Cup™
FIFA Official Blu-ray Disc™/DVD Player FIFA Official Personal Audio Products
FIFA Official Blu-ray Disc™ Player FIFA Official MP3 Player
FIFA Official Blu-ray Disc™ Recorder FIFA Official Digital Music Player
FIFA Official DVD Player Headphone Official Headphone of the 2014 FIFA World Cup™
FIFA Official DVD Home Theatre System FIFA Official Headphone
FIFA Official Home Theatre Car* Audio Official Product of the 2014 FIFA World Cup™
FIFA Official Home Audio System FIFA Official Product
FIFA Official Speaker System USB Memory Official USB Memory of the 2014 FIFA World Cup™
FIFA Official AV Receiver FIFA Official USB Memory
FIFA Official Internet Player Reader™ Official e-book Reader of the 2014 FIFA World Cup™
FIFA Official Internet Blu-ray Disc™ Player FIFA Official e-book Reader
FIFA Official Head Mounted Display Projector Official Projector of the 2014 FIFA World Cup™
Official HD-Projector of the 2014 FIFA World Cup™
FIFA Official Projector
FIFA Official HD Projector
List of FIFA-Approved Product Designations (as of March 2013)
Note: Since Hyundai, as a FIFA Partner, has the rights to car-related categories, Sony cannot use the word ‘car’ in its product categories.
IMPORTANT:
When using product designations on packaging, adherence to rules regarding use of the local language of the destination country or countries is required.
If the product designation in the required language is not included in the list of product designations posted on the FIFA Marketing Tools Site
(http://www.fifapj.sony.net/), application for FIFA approval is required prior to use. Please send the translated product designation to FPO. FPO will
promptly apply for FIFA approval and notify you and each relevant Business Unit at Sony HQ when approval has been obtained.
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Creative Center
Prepare data & attach image
of basic packaging design to
Excel approval application
Packaging Design Indicate carton size
on Excel approval
application form
Business Unit ・Determine product models
for approval application
・Fill out Excel approval application
form with required information
Documents in Excel format required for the Approval Application are to be circulated by e-mail from
the concerned Business Unit to Packaging Design and then to the Creative Center, with each group
filling out the forms with information relevant to its area of responsibility. After final confirmation by
the Business Unit, the documents are to be sent to the FIFA Partnership Office (FPO) for submission
to FIFA for approval.
Business Unit
Confirm Excel file content
& send to FPO
FPO
Check Excel file content
& submit application to FIFA
FIFA
Excel file
e-mail attachment
Notification
of Approval
Approval time
FIFA reply
Up to10 business days
Excel file
e-mail attachment
Excel file
e-mail attachment
Flow for FIFA Packaging Approval Application Procedures
(For use by Business Units only)
Notification
of Approval
Approval
2 business days
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The below approval application forms in Excel format will be distributed to each Business Unit.
FIFA Marks Approval Application for Packaging (Excel file): Sample Forms
(For use by Business Units only)
Digital Imaging (DI) carton sample form TV carton sample form
For Flexographic (Flexo) Printing For Offset Printing
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FIFA Marks Approval Application Form for Packaging -Procedure Flow & Required Information
(For use by Business Units only)
TV carton sample form
● Product model decision
● Information to be filled out on approval application form
① Product category
② Model number/series
③ Country/region of destination, usage period (exposure
dates), approval deadline
④ Size, special notes, comments, etc.
Packaging Design
● Packaging design: information to be filled out on approval
application form
① Carton dimensions
② FIFA Emblem height
● Information to be filled out on approval application form
① Attach image of the basic carton design
② Place a check mark in the box to indicate the FIFA
Emblem data size and type used
Business Unit
Creative Center
Business Unit
● Business Unit ● Packaging Design
● Creative Center
● After final confirmation of all content, the application
approval form to be sent to FPO.
● After checking content, application approval form to be
submitted to FIFA
● FIFA approval notification to be sent to Business Unit
②
① ② ③ ④
①
① ②
Areas of responsibility
FPO
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Inquiries / Contacts
For inquiries regarding FIFA Marks usage rules, product designations and FIFA approvals,
please contact:
FPO (FIFA Partnership Project Office )
For inquiries regarding packaging design, please contact:
Creative Center
■ For inquiries on the use of the Official Emblem of the 2014 FIFA
World Cup Brazil™ and product designations on packaging, please
contact the following groups.
approval @ sonyfifaproject.com
creative-cd-fifapackage @ jp.sony.com
Motoko Nishi / Mari Yoshii
FIFA Partnership Project Office
Brand Management Department
Communication Design Team
Communication Design Management Group