identity manual puratos

1st release - July 2011

Identity Guide

Chapter 1 : Building blocks Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Corporate colours . . . . . . . . . . . . . . . . . . . . . . . . . 24

Corporate gradients . . . . . . . . . . . . . . . . . . . . . . . 26

Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

Tone of voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

Imagery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

Brand block . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44

Brand block elements used as graphical elements . . . . . . . . . . . . . . . . 46

Cover ribbon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48

Signature block . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

Document grid . . . . . . . . . . . . . . . . . . . . . . . . . . . 52

Chapter 2 : Applications Corporate signage + building . . . . . . . . . . . . . . . 58

Decoration kit + flags . . . . . . . . . . . . . . . . . . . . . 60

Vehicles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62

Promotional items . . . . . . . . . . . . . . . . . . . . . . . . 64

Recruitment advertising . . . . . . . . . . . . . . . . . . . 66

Stationary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68

– Powerpoint . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70

– Corporate brochures . . . . . . . . . . . . . . . . . . . . . . 72

Online . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74

Online banners . . . . . . . . . . . . . . . . . . . . . . . . . . . 80

External newsletters . . . . . . . . . . . . . . . . . . . . . . 82

Seminars and events toolkit . . . . . . . . . . . . . . . . 84

Public Relations and the Puratos boiler-plate . . . . . . . . . . . . . . . . . . . . 86

Internal communication material

– Internal magazines . . . . . . . . . . . . . . . . . . . . . . . 88

– Other internal communication . . . . . . . . . . . . . 89

Chapter 3 : About our brands Brands and concepts . . . . . . . . . . . . . . . . . . . . . . 92

Brand architecture + Brand policy . . . . . . . . . . . 94

Chapter 4 : Building block Products and concepts colours . . . . . . . . . . . . 102

Concept patch . . . . . . . . . . . . . . . . . . . . . . . . . . . 104

Products and concepts signature block . . . . . 106

Product sheet . . . . . . . . . . . . . . . . . . . . . . . . . . . 108

Recipe page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110

Chapter 5 : Packaging Packaging layout for bags . . . . . . . . . . . . . . . . 114

Labelling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118

Packaging of priority brand . . . . . . . . . . . . . . . 120

Corporate communication Products and concepts communicationAbout Puratos

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Brand Portal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Vision, mission and positioning . . . . . . . . . . . . . . . 10

Puratos Magic: principles & values . . . . . . . . . . . . . 12

What Puratos stands for . . . . . . . . . . . . . . . . . . . . . . 14

Spokespeople corporate communication . . . . . . . . 16

Table of content

These guidelines have been conceived in A4 format.

On the Brand platform you will find US and Asian

formats too.

2 3Puratos Company Identity Guide

The Puratos corporate guidelines have changed several times since the company was founded in 1919. These identity guidelines explain in detail what the new corporate identity components are and how you can use them when writing and creating materials for Puratos.

About Puratos

4 Puratos Company Identity Guide 5Puratos Company Identity Guide

IntroductionTo help those people involved in our communication, a new visual identity guide has been created .

It contains all the necessary elements and templates to build a consistent and strong image of Puratos, one that communicates that we are indeed “reliable partners in innovation” .

It is clear that one Puratos identity across the world is more important than ever these days, especially in a world of information overload and scattered communication channels . It is important therefore that these guidelines are respected and followed .

Puratos is a global company, and close to customers and consumers everywhere . Our pictures therefore show people from many different cultures around the world .

Puratos is a passionate company, and so it is quite logical that a palette of warm colours has been used .

Puratos is a company looking for perfection in everything it does, this is best illustrated in the perfection and authenticity of the finished product pictures . It further confirms how Puratos are experts in bakery, patisserie and chocolate .

The Group Communication Team


brandportal.puratos.com

Brand Portal

The Brand Portal is there to help everyone involved in Puratos communication . It contains everything needed to create visual consistency wherever you are in the world .

The Brand Portal is an intranet site linked to the Adam database.

It has been conceived with maximum user friendliness so that

you can create new communication material (brochures, flyers,

banners, etc.). Not only will you easily find what you are looking

for but you’ll be able to see what your colleagues have done in

other countries on similar subjects. We hope you’ll find this

inspiring.

If you don’t find what you need, you will be able to create what

you want and add it to the system for the future benefit of

others.

We firmly believe that sharing of best practices is the best way to

boost creativity in all Puratos companies and reach new heights.

The aim, over time, is to build up a complete database of ideas

and realisations thanks to the talent, creativity and contribution

of everyone.

When you have a brilliant idea to improve

one or several of the Puratos brand portal

functionalities, do not hesitate to contact us at

[email protected]. Your thoughts are really

appreciated!

Confidentiality agreement: External parties have the

permission to use Puratos name, logos and house style

only after signing a confidentiality agreement.

Note: this agreement needs to be renewed each year.

You will find this document on the Brand Portal or

contact us at [email protected].


At Puratos, we are close to customers and consumers everywhere .We turn technologies and experiences from food cultures around the world into new opportunitiesto help customers be more successful with their business .

Positioning(A relevant, unique and

concise company promise .)

Reliable partnersin innovation

Mission(The role the

company plays to make its vision

come true .)

We believe that people will attach more and more importance to the quality of their food in the future .Therefore we are committed to offering products that combine taste and

nutritional value and, as a result, contribute to consumers’ health and

eating pleasure, in the most convenient way.

Vision, mission, positioning

Vision(The way a company perceives the world surrounding it, while

setting up a long-term visionary direction for its business .)

HEALTH

NUTRITION

TASTE

CONVENIENCEPLEASURE


Reliable partners… in innovation

Team spiritTeam spirit is an essential

part of the way we do

business. We believe that the

whole exceeds the sum of the

parts. Put simply, by working

together we can achieve more

and have more fun.

EthicsIn everything we do, ethics

drive our decisions. Being

true to our conscience,

maintaining our professional

standards, honouring our

commitments and assuring

absolute food safety.

QualityGetting it right first time,

every time – and always

looking to improve. There’s no

better expression of our daily

drive for quality.

PassionWith great passion, we help

our customers to grow their

business through new ideas.

With great passion we create

a working environment that

stimulates people to develop,

and rewards their enthusiasm

with trust and support.

CouragePassion is nothing without

courage. Seizing opportunities

requires a certain amount of

bravery: never be afraid to try

new things.

VisionInnovation requires vision.

The vision to build on

experience. To search eagerly

for new horizons. And to help

our customers to prepare for

an ever-changing future.

To know how to act, we have six guiding lights at our disposal: the Puratos values .

Puratos Magic: principles & values

Throughout the years, we have developed a “magic” Puratos way of acting, based on trust .

Trust gave us the strength to create our vision and trust in our vision inspires our actions so that our customers can have trust in

our company and in its people. Trust means being able to rely on each other; to be convinced that the other is willing and able to do

what is expected, while respecting the rules that have been agreed upon.

InspireBeing trusted makes you stronger. It

allows us to challenge each other to go

beyond what we believe is possible. As

a result, we inspire our customers to go

further, helping them to make innovative

products and to build their business.

AlignWhen people and teams know they

can trust each other, they will truly

capitalize on each other’s strengths and

join forces to achieve our common goal.

Unleash talentsManagers and colleagues guide

and encourage people to their best

performance, in a very entrepreneurial

way, with a clear focus. So that each and

everyone’s talents can flourish.

InterdependenceWe are convinced that the actions

and results of one team can influence

all the other Puratos teams. Working

interdependently means that we

understand and recognize the role

everyone plays in the organization and

consult and involve them into our way of

moving things forward.

Build consensusSharing thoughts, generating ideas

is a prerequisite to build consensus.

Only solutions that are understood and

supported by each member of the team can

have a long-lasting effect.

ImprovecontinuouslyWe are driven by our desire to

continuously improve. As a member of

the Group that invented the complete

improver, we know better than others

that improvement is a continuous process

touching all facets of our activities.

Generation and implementation of ideas

are key to our future.


What Puratos stands for

The nine words on these two pages summarize what Puratos stands for . These words capture the essence of who we are* and how we want to be perceived . As such, they also form the basis for our brand identity and our communication .

ReliabilityWe develop reliable, original and

innovative ingredients, technologies

and solutions that help to give our

customers absolute peace of mind.

Specialist in bakery/patisserie/chocolate

Building on our long history, we

know how to combine tradition with

technology. We are a specialist in

the market, offering a wide range of

ingredients, solutions and services to

artisans, industry, supermarkets and

food service.

InspirationFirst, we get inspired by our

customers who challenge us to go

beyond what we believe is possible.

Then, we inspire our customers to

make innovative products and to

build their business.Food cultureWe want to fully grasp what

makes local food unique. We

integrate elements from different

cultures into new ideas and

concepts. In everything we do, we

attach a lot of importance to the

nutritional value of food, around

the world.

InnovationWe continuously improve the quality

of our offer and create new solutions

that anticipate future needs.

Our technological innovations –

guaranteed by our R&D – always

focus on the long term in a way that

is sustainable.PassionAt Puratos, everyone is truly

passionate. It is in our blood, in our

DNA. And we share this passion

with our customers, who love to

make nutritious, tasty food for the

community they live in.SolutionWe have the know how of the

interactions between different

technologies. We are versatile,

adapting our technologies, our

processes and our products to each

type of customer. We are a solution

provider.

GlobalWe are a worldwide company with

global ideas and global people:

present around the world, yet always

adapted to the local situation.

Close to youWe understand and respect local food

culture. We listen to consumers and

customers; we work with local people

and produce locally. We adapt our

products to local taste; and we bring

the rich variety of local food culture

to the world.

* This is the outcome of a survey conducted amongst our colleagues and customers in the world.


Decorated cake Muffins FlatbreadChocolate pralines

Note: if it is necessary to use other spokespeople

for a specific product or concept in your country,

contact the Group Communication Department at

[email protected].

Rye breadFilled sweet bun

Spokespeople corporate communication

These eight people from around the world – consumers, customers, Puratos employees – are our spokespeople who spread our corporate message through testimonials .

CiabattaFine patisserie

ElenaSupermarket Pastry-Chef, Latin America

ImadBakery Plant Manager, Middle East

RobertTechnical Adviser PuratosWestern Europe

MichaelConsumer, North America

MarinaPuratos R&D Supervisor, Eastern Europe

Mr FengProduction Manager Bakery Industry, Asia

MarcoArtisan Baker, Southern Europe

JunConsumer,Asia


1Corporate communication Building blocks

A visual identity is built by combining several elements: logo, colour palette, graphic elements, and so on. Once we use these elements consistently, our Group will become easier to recognize and as a result stronger and more appreciated.


Safety margin

No text or image should appear within the

area of the safety margin.

Colour variations

Logo on packaging

a. Positive on white background

The default version of the logo is in two colours: Unicorn and tagline in warm ochre and

Puratos in reddish brown .

b. Negative on predefined corporate colours

For use on our predefined corporate colours . Pay attention to the fact that the Unicorn

must be positioned in the darker part of the gradient to create enough contrast .

c. Black or reddish brown (PMS 491) on white background

We use black only if colour is not possible (newspaper, faxes, etc) . Note that only this

black version is allowed – converting a logo to greyscale is not permitted .

Reddish brown is for exceptional use only: when we can use only one colour on white,

such as when we have to use the logo on white merchandising objects and two colours

is not an option .

d. White

For use in black and white printing, on a black or a dark grey background . It can also be

used in merchandising objects, when the use of two colours is not possible .

e. Packaging logo without tagline

Strictly for use on packaging .

Logo

The Puratos logo is an expression of what the company stands for and the value brought to our customers . It also contains an image of the Unicorn, a symbol of ethical behaviour and courage .

Name

The word Puratos is written in lower case

letters, with a capital P. On no account should

it be written in upper case. The name (as a

logo) should never be used on its own.

The name is set in PMS 491 (reddish brown).

Unicorn

The Puratos Unicorn is a fixed element in the

logo. It can also be used on its own. Unlike in

the past, there is now only one version of the

Unicorn to be used, the small version.

The Unicorn is set in PMS 1245 (warm ochre).

Tagline

• The tagline is an integral part of the

Puratos logo. In other words: the logo is

never used without the tagline, except on

packaging. However, the tagline in itself

can be used separately.

• The tagline is always aligned to the width

of the Puratos logo.

• The tagline can be translated into other

languages with agreement of both the

country and headquarters. The tagline is

set in PMS 1245 (warm ochre).

Logo elements

1

2

3

1

2

3


PuratosReliable partners in innovation

The Unicorn can be used on its own as an

element of communication / decoration.

However, there are some limitations to

its use:

• The Unicorn can be used in warm

ochre or white. If you need to use the

Unicorn in another colour, contact the

Group Communication Department at

[email protected]

• The opacity (i.e. the degree to

which an image will obscure the

background; opposite: transparency

or translucency) of the Unicorn can be

changed, when the Unicorn is used as a

decorative element, as a background, …

• The Unicorn cannot be cropped or

altered in any other way.

• The logo cannot be altered, modified or distorted in any way: no italics,

no colour changes, no rotations, etc. Only use official versions provided

by headquarters.

• Avoid using the logo on a dark or busy background.

• The logo should never be put over a picture.

Logo, Unicorn and tagline are available for different uses: full colour

printing, spot colour printing, web, etc.

Technical versions

Don’ts The Puratos Unicorn

Reliable partners in innovation


As an international company, English is our common language.

By default, we use the logo with the English tagline. However,

as we always go the extra mile to be ‘close to you’, our tagline

has been translated in many languages, so people around the

world can easily understand what we stand for. It speaks for

itself that logos with translated tagline are only to be used in the

appropriate local markets.

Language variations

When a new language version needs to be made,

please contact the Group Communication Department

at [email protected].


PMS 152

CMYK 0 - 60 - 100 - 0

RGB 240 - 125 - 0

RAL 2011 Tieforange

Puratosorange

80%

60%

40%

20%

Caution

• Our colours can be used in the following tints: 80%, 60%, 40% and

20%.

• The colours in this document are only an indication. Always use a

Pantone (PMS) or RAL guide to have a reliable reference.

• Bear in mind that RAL colours are never exactly the same as the

corresponding print colours.

• When creating MS Office documents, use RGB colours. But be aware

that colours might differ according to the printer.

Corporate colours

These three bright colours – Puratos orange, Puratos

red and Puratos pink – allow you to highlight

certain information and they give you a broad

enough palette to introduce sufficient variation and

liveliness in our document. We are passionate: so,

our layouts should communicate this passion.

For most applications, it is wise not to use more

than one of these colours (combined with its derived

gradient) on any one page. Note that for corporate

documents, we use orange as the main colour.

Important note: In corporate documents, the Puratos orange

(and its gradient) must always be the main colour, especially on

covers, as this will heighten brand recognition.

Corporate colours and gradients

Avoid overuse

• When used as background, do not mix too many

colours in the same document.

• A chapter within a longer document (e.g. a brochure)

should only have one accent/background colour.

So use the same colour for background and accents

within the same chapter.

Puratosred

PMS 186

CMYK 2 - 100 - 80 - 2

RGB 222 - 5 - 45

RAL 3027 Himbeer

80%

60%

40%

20%

Puratospink

PMS 226

CMYK 0 - 100 - 10 - 0

RGB 229 - 0 - 117

RAL 4010 Telemagent

80%

60%

40%

20%

Corporate colours

Just like images, the choice of colours are a strong way to convey emotion . Colours create atmosphere and influence moods . This makes them a powerful tool in communication . For all our company communication, we have chosen a lively but limited range of strong, warm colours that truly reflect the Puratos personality .

The Puratos warm ochre and reddish

brown are used in the Puratos logo and

the warm ochre, reddish brown and dark

brown are used in the Puratos lines – one

of our graphical elements (see p 46)

The Puratos grey can be used for text. Use

this colour with care, as too much grey

easily becomes dull.

PMS 491

CMYK 0 - 79 - 100 - 52

RGB 137 - 51 - 0

RAL 8004 Kupferbraun

PMS 1245

CMYK 0 - 28 - 100 - 18

RGB 217 - 165 - 0

RAL 1005 Honiggelb

Puratos warm ochre

Puratos reddish brown

80%

60%

40%

20%

80%

60%

40%

20%

PMS 498

CMYK 30 - 90 - 100 - 52

RGB 109 - 35 - 10

RAL 8012 Rotbraun

PMS 871

Puratos dark brown

Gold

PMS 425

CMYK 0 - 0 - 0 - 75

RGB 100 - 100 - 100

RAL 9007 / 7036

Puratos grey

Colour guidelines for signage and

buildings: see p. 58

Colour guidelines for products:

see p. 102

Logo and corporate lines colours

80%

80%

60%

60%

40%

40%

20%

20%

80%

60%

40%

20%


Creating the corporate gradients

In most cases, you can use the provided template gradient files as images to fill your shapes with the appropriate gradient.

However, should you wish to reconstruct the gradients, here’s how to recreate them in Adobe software programs, such as Illustrator.

Common elements for all three corporate gradients

As a general rule, all gradients are radial, centering at the edge of the element (though some exceptions to this rule can occur).

They always use two colours, one base colour and one darker colour. The base colour is one of our Puratos corporate colours

(Puratos Orange, Puratos Red or Puratos Pink) and the darker colour is specific for each gradient. Pay attention to the ‘Gradient

Slider’ located on the top of the Gradient Settings box: it is located at 65%, near the darkest of the two colours in the gradient.

Note: never use these dark colours in this gradient as a solid fill colour: they are to be used exclusively in these three gradients.

Our Puratos Orange gradient ranges from the

Puratos Orange (CMYK 0 - 60 - 100 - 0) to a specific

dark red (CMYK 0 - 100 - 100 - 50) .

Our Puratos Red gradient ranges from the

Puratos Red (CMYK 2 - 100 - 80 - 2) to a specific even

darker red (CMYK 20 - 100 - 100 - 45) .

Our Puratos Pink gradient ranges from the

Puratos Pink (CMYK 0 - 100 - 10 - 0) to a specific dark

red (CMYK 0 - 100 - 100 - 50) .

Corporate gradients

The base of our visual identity are three corporate colour gradients based on the three corporate colours . These gradients are an integral part of both the brand block and “the wave” . The latter is one of our graphical elements (see p 46) . These gradients can also be used as a background in print materials .

Puratosorange gradient

from

CMYK 0 - 60 - 100 - 0

to

CMYK 0 - 100 - 100 - 50

Puratosred gradient

from

CMYK 2 - 100 - 80 - 2

to

CMYK 20 - 100 - 100 - 45

Puratospink gradient

from

CMYK 0 - 100 - 10 - 0

to

CMYK 0 - 100 - 100 - 50

Use of the orange gradient

The orange gradient is the main ingredient in our external

corporate communication. The two other gradients can be used

as an alternative for example to better fit with a certain picture

or to differentiate content.

As a general rule, use the Puratos orange as the main colour

in external communication; cover and back cover slide of a

Powerpoint presentation, Vision and Infocus, cover/back cover

of a corporate leaflet, …

Red and pink colours and their gradients can have a supportive

role, such as interior slides and pages of a document, in pie

charts, …

For internal communication, the Puratos red and pink can be

used as a main colour for a document. For example, Puratos

pink for our Unicorn magazine and Puratos red for the U-team

magazine.

MAGAZINEMAGAZ INE

Improving EFFICIENCY

DOSSIER

u-teamThe Quarterly magazine of the Puratos Group for U-team members worldwidePuratos Group Management News April 2010

Quatres tonnes dans les embouteillages — p5

La journée ‘gros pull’ ou comment consommer mois d’énergie — p11

Hier et aujourd’hui Raymond Dome & Thierry Meunier — p22

unicornMAGAZINE

Le magazine trimestriel pour et par les employés du groupe Puratos.january 2010

Lorem ipsem dolorNon Isiscilit vullan


abc123Regular

Italic

Bold

Bold Italic

ConstantiaIn Microsoft Office, we use Constantia for body copy. It is the default font used in Puratos Office documents, and is widely available.

Microsoft Office applications

Web fonts

abc123

abc123

Regular

Italic

Bold

Bold Italic

Regular

Italic

Bold

Bold Italic

GeorgiaBecause of its excellent legibility,

we use Georgia for body copy on

the web. Georgia is a web-safe font

available to most browsers.

Note: external partners have to purchase these fonts themselves. They are

available as Open Type fonts on www.fontshop.com. For the Sansa font family,

please choose Sansa Std and for the Market family, please choose MarketOT.

Try to avoid splitting words over two lines.

Note: for language indications

please use ‘EECLH’-font (for

example: , ,…)

abc123

Regular

Italic

Bold

Bold Italic

Verdana

For headlines and short texts on

the web, we use Verdana, which

is available to most browsers.

ArialIn Microsoft Office, we can use Arial instead of Sansa Std for headlines and tables.

Typography

Professional design applications

abc123abc123 abc123

abc123

Light

Light italic

Normal

Normal italic

Semibold

Semibold italic

Bold

Bold italic

Regular

Italic

Bold

Sansa Std

Use Sansa Std for all texts

that need emphasis – such as

headlines, introductory texts,

captions and quotes .

Sansa Std Light should only be

used for large headlines as the

lines are too fragile for small print .

All Sansa Std versions must be

kerned ‘Optical’, as InDesign

default setting ‘Metrics’ gives poor

results .

Our company fonts are Sansa Std and Karmina . Note that Karmina is available in many languages, while Sansa Std is only available as a Latin font . In languages where the Sansa type family is not available, please check the font list on the Brand Portal .

Karmina

Always use Karmina for body copy, as

Karmina guarantees great legibility

and even works perfectly in small

reproduction sizes. For sizes below

5 pt, use the Sansa.

abc123MarketOTOn some occasions, we want to give a text a personal feel, showing that we are truly close to the reader.

Optical Metrics


Good examples:

Our ingredients cover all elements of patisserie, and help clients master •

the interactions between base, filling and decoration.

Little by little we’ve opened offices and production facilities in all four •

corners of the globe.

We believe that by better understanding the different cultures we work •

in, we can produce better products that fit with their lifestyle and habits.

A poor example:

Our cake mixes are super simple and quick to use, and you’ll be truly •

amazed at the result. In an instant, you’ll have made the best tasting cakes

in the world.

Be sincere and interesting

Be enthusiastic

Good examples:

The new Soft’r Melting technology is perfect for long shelf life products •

like ...

Our ambition is to inspire our customers, just as they inspire us. •

Passionate about chocolate, Puratos is at the forefront of new innovations •

- especially when it comes to taste.

A poor example:

We’re excited about our innovation pipeline and we’re sure you will be too. •

This is perhaps another way of saying: be passionate.

There should be a sense of joy in the texts we write,

whether it’s an e-mail or a corporate brochure. The

reader should feel that you have been smiling when

you wrote the story.

We are allowed to get excited, but not silly! By all

means show your commitment, but stay with your

feet on the ground!

Honest sincere communication is an essential part

of the Puratos way: no pretension, no airs and graces

and no implied untruths. We need to find ways of

making our texts interesting without overpromising

or going overboard.

Our sales texts should offer something positive for

the reader, particularly focussing on the benefit to

them. Our texts should be inspirational and truthful.

The aim is that the fundamental value of our ideas

will make the difference.

Note: our identity is more than just our look & feel. It is also what

we say and how we say it!

Tone of voice

How we say something is as important as what we say . Here are some guidelines to our typical Puratos style of saying something, to help you create texts in this style . This applies to both external and internal communication documents .

Keep it simple

Our texts need to be accessible. By keeping them

simple, the texts will be both easier to read and easier

to understand. Sentences should be shorter rather

than longer, and there just shouldn’t be too many

complicated words.

Remember our customers are looking for pragmatic

solutions simply said.

Good examples:

At Puratos, we’ve been making and sharing ingredients, technologies and •

solutions for bakers, patissiers and chocolatiers since 1919.

Our aim is to offer reliable solutions that will inspire our customers to •

delight their consumers.

The result? More creativity, a gain of time and delighted consumers.•

A poor example:

In 1919, Puratos started in a garage, and has since gone on to become •

a worldwide specialist in bakery, patisserie and chocolate, offering a

wide range of ingredients, solutions and services to artisans, industry,

supermarkets and food services.

Be relevant

Never forget that you are talking to professionals

who are interested in facts and new ideas. Always

ask yourselves, what value does my text offer the

reader? Will she/he find something interesting

there? You’ll find that by rereading your texts out

aloud, you can better judge the flow, and you’ll hear

where a sentence or paragraph needs to be rewritten.

Above all, don’t write anything you wouldn’t want to

hear being addressed to yourself.

Good examples:

Add in another Puratos exclusive, Acti-Fresh, and you have the ingredient •

that guarantees your cakes will remain soft whatever the length of the

supply chain.

Miroir can be used cold as it becomes liquid when stirred, and it sets •

when placed on the bavarois or entremets.

Combining nutritional and health benefits with great taste, the Puravita •

mixes make it easier for bakers to offer a full range of healthier breads

and rolls that taste great and can be enjoyed by the whole family.

A poor example:

The Puratos Sensobus is a 32-ton lorry with a specially adapted trailer on •

the back. Equipped with a nice kitchenette, a large office space and a series

of eating booths for the consumer testers - it’s a great place to find out

what the local consumers think of your products.


32

4 5

Imagery

We want to be close to people . ‘Close’ means that we understand our customers and their consumers . In our pictures we, therefore, show believable (genuine) people . Not overdressed; not too made up . Always try to shoot in real, natural surroundings . You can always subtly add elements that will support and enhance the local feel of the scene .

Enjoying food

People + specific or unspecific food + environment

Our business environment

People + business environment

People (spokespeople) portraits

People representing employees, customers and consumers

Products and packshots

Specific, final food products or our Packagings

Food essence

Specific food + environment

We have defined five imagery approaches, each zooming in

on one specific element. Combining these different kinds of

pictures will communicate a lively image of our company.

Note: We can use pictures of people only after their written approval.

Request a copy of our official approval document at

[email protected]. Also, each time we work with a

photographer or model agency we should use a specific contract. This

contract can be obtained at [email protected] as well.

Note: If it is necessary to use another

spokespeople picture for a specific product

or concept in your country, please contact

the Group Communication Department at

[email protected].

Photography approaches

1

2

3

4

5

1

32 Puratos Company Identity GuidePuratos Company Identity Guide 33

1. Enjoying food

Once our communication zooms in on our experience and solutions in bakery, patisserie and chocolate, our imagery must become

more specific as well.

• Show people or groups of people enjoying food (made with Puratos products) in all kinds of circumstances: a daily meal, a party,

on-the-go, …

• Focus on the people and on their emotion as well as on the food. People and food should be a whole.

• All images must be lively, warm, human: showing a real interest in the life and food culture of the people.

• Choose a ‘reportage’ style of photography. Pictures – although they should be carefully prepared – must always have a fresh,

spontaneous snapshot feeling.

• Casting, styling and props help to communicate the essence of the local food culture.

• Make intelligent use of depth of field to create focus and to layer your visual communication. Some blur is allowed as this can add

to the realism of the image.

> use depth of field to separate the subject> focus on emotions, not the scene

> focus on the emotion and not on the scene> show people’s faces, not just their hands

> beware of displaying fake emotions> create a lively scene in a real environment

Don’ts


2. Our business environment

Customers – at work, enjoying their own products, … – in our core markets: artisan,

industry, supermarket, food services. Picture the pride they feel about what they have

to offer.

• For customer portraits, preferably use “people” models (instead of real customers)

that look genuine, true to life. In this case, a documentary feel is definitely

appropriate.

• If possible, show people in action.

• Always go for (fairly) close pictures of people. Focus on details.

• Do not use pictures that (try to) give an overview of e.g. an entire production hall. To

illustrate an entire production process, use a series of close-ups, so that we always

remain close to people.

• Styling: show respect for (local) clothing habits and regulations. People must be

correctly dressed. This proves that we are close to people everywhere.

Note: We can show people

only after their written

approval. Request a copy of our

official approval document at

[email protected].

If images are taken in a real

customer environment, you also

need their written approval for use

of the location.

> always show both people and products > picture real and properly dressed people > focus on at least one person

Don’ts


> no distracting dress> avoid unnatural poses

> don’t let the model look away> appear confident and positive

Don’ts

For your convenience, a number of

portraits are available. If after reviewing

the options you feel that, for your country,

you need to shoot (a) specific portrait(s),

you are allowed to do so. You must,

however, always consult with the Group

Communication Department before

starting photography. Note that all our

spokespeople should be models, not

employees working for Puratos. Stéphane

Leroux is the only exception to this rule.

3. Spokespeople portraits

Companies don’t talk with passion; only people can. In our

corporate communication, there are eight spokespeople

conveying our messages. Representing Puratos employees,

customers and consumers, they talk about what food, Puratos

and the company’s products and solutions mean to them.

Their stories are meaningful and can be about things like fond

memories, ambitions, experiences… They are either shown

all together, or separately. When using just one spokesperson,

make sure to mention his/her name, function and which part of

the world they originate from (Western Europe, North America,

Asia...), together with a quote.

The eight corporate spokespeople need to keep their predefined

identity; Marco will always be Marco, an artisan baker from

Southern Europe ... but as an artisan baker he could talk about

fine patisserie or real Belgian chocolate.

Should you need to replace one of the eight spokespeople with a

new, local one - please keep these guidelines in mind:

• Choose “people” (models) that look like genuine people from

around the world: customers, consumers or employees.

• Style: colourful, upfront and authentic.

• The spokespeople should look straight into the lens:

confident, relaxed, positive.

• Styling: sufficient variety in style and colour. Avoid distracting

prints on clothing for example.

• Make sure the lighting matches the existing spokespeople so

that the new person blends in perfectly.


4. Products and packshots

> do not create fake shadows> display products in perfect

condition only

> do not add accessories to the scene> don’t combine too many products

> product must be in perfect shape> use light to create depth in your picture

Don’ts

We show end/finished products (the end result of what our Puratos products help to achieve) as well as Puratos ingredient

packaging.

• Food must be photographed from the most appropriate angle for that specific food item, on a white background.

• It is evident that all food must always be premium quality and look very tasty.

• Always shoot products separately. This allows you to put different products together later, if necessary.

• Shadows must feel natural. Make sure that shadows match when you combine several product pictures.


5. Food essence

These are natural, intimate still life compositions that focus on specific food products, with people enjoying them. However, the

presence of the people is only suggested (e.g. a piece of cake is cut or half-eaten, bread with a hot cup of coffee next to it, etc.).

• Never show people in these pictures, but human ‘elements’ must be present.

• ‘Accidental’ details help to make these pictures real: some crumbs on the table; natural, local attributes.

• Show the food in a real environment. Although these are still life pictures, make sure to keep them fresh.

• Make absolutely sure that the finished food products look perfect.

> pay attention to proper lighting> make sure the presence of people is felt

> go for an interesting perspective> add human elements to the scene

> go for a real life situation> don’t combine too many elements

Don’ts


Brand block variations

Note: in our corporate documents orange (and its

corresponding gradient) should be the main colour.

Other than that, you are free to choose a colour that

best meets your needs. Do not associate colours with

a specific business unit: the colours should have no

specific associations.

Brand block = wave + corporate lines + logo

The corporate brand block contains:

the Puratos wave with brown boundary line

the corporate lines

the Puratos logo

one of the Puratos gradients.

For colours see p 24-25

The brand block is to be used on all single sheet company

communication (e.g.: a poster; a leaflet; on all cover pages and

slides;…).

Inside of brochures, it must be used sparingly.

The brand block must always be used with its matching set of

corporate lines. It can only be used horizontally, in a bottom and

a top version. It can never be deformed in any way.

The brand block is used to facilitate the readability of the logo and to help structure a page or to highlight the main elements in a document .

Landscape and portrait use

The Puratos brand block can be used in its entirety on spreads

and other landscape applications. In vertical (or portrait)

formats, we use only half of the brand block: when used at the

bottom, we use the right half of the bottom brand block, and

when used at the top, we use the left half of the top brand block.

For three A4 pages: use the special version of the brand block

that has been especially made for a triple A4 page spread.

Other formats

An official version also exists for an A5 double page spread,

where the wave and lines become smaller than the logo. For

sizes larger than a double A4, enlarge everything proportionally.

As an exception to this rule, a special version of the brand block

has been made for a triple A4 page spread

Brand block colours

The brand block is to be used in orange on all single sheet company

communication (e.g.: a poster; a leaflet; on all cover pages and slides;...).

For internal corporate communication, we can alternate.

Greyscale version

When colour printing is not possible, such as in newspaper

printing, a greyscale version is used.

Position on a page

Because the brand block has been designed for an A4 double

page spread, we cannot place the left part of the wave on a

right page, and we cannot place the right part of the wave on a

left page. Neither can we mirror the wave. This means that on

a right page, the Puratos logo is at the bottom right, but on a

left page the logo will always be at the top left.

On internal double page spreads, the brand block can be

placed either at the bottom or at the top.

A4 spread

A5 spread

A4 triple spread1

2

3

4

2

3

4

1


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2 Infocus Newsletter

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Create value in baked goodsthrough texture and nutrition.

34%Create value in baked goods through texture and nutrition.

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Infocus Newsletter 3

Gait lummod del eumsandreIbh er in henisci.

We zijn hier drie dagen, er is veel te zien. Voor-aleer we op stap gaan, besluiten we daarom

bij een versgebrande koffi e een strategie voor de komende uren op te stellen. Het grote aanbod aan koffi ehuizen is wellicht één van de redenen waarom Boedapest wel eens het Parijs van het Oosten wordt genoemd, samen met het feit dat de stad zich over de twee oevers van een rivier spreidt. Teveel moet van zo’n vergelijkingen nochtans niet gemaakt worden als je weet dat ook voor o.a. Boekarest, Shanghai, Istanbul en Praag die titel geëigend wordt. Het treft dat ons hotel één van de roemruchtste van de Grand Cafés van Boedapest herbergt, dan moeten we toch al niet onmiddellijk de kou in. Het café New York is imposant met hoge plafonds, barok bronzen smeedwerk en hoogglanzend marmer. Je waant je aan het begin van de twintigste eeuw, een gouden tijd, vol vertrouwen in de toekomst. Een tijd nochtans ook waarin kwesties broeiden die, na de moord op de Oostenrijkse troon-opvolger Franz-Ferdinand in Sarajevo, onvermijdelijk zouden leiden tot de ‘Grote Oorlog’. Maar we wijken af en we willen het gezellig houden.

Straffe toebak“Amaaj da’s straff e koffi e”, proesten wij koffi ehuis-strategen eensgezind uit na onze eerste slok van een goedje waarnaast de sterkste Italiaanse espresso een bakje fi lter lijkt. Het heeft ons wel aangesterkt en na een kort overleg zonder al te veel afwijkende voorstel-len, staan we als één man recht om ons stadsbezoekaan te vatt en. Buiten, met onze rug naar de ingang van het imposante hotel, ligt de rivier de Donau zo’n anderhalve kilometer voor ons. Dat wordt onze marsrichting. We steken de straat over en slaan de Dohány Utca in. Aan het eind van die straat rijst aan de rechterkant de Dohány synagoge op.

Filip Arnaut, R&D director nous le confi rme: “Nous étions conscients de cett e image et nous voulions y remédier. En eff et, le labo est intiment lié à la croissance de Puratos et l’innovation est un travail d’équipe qui, à diff érents stades, dépasse le cadre du laboratoire. C’est la raison pour laquelle nous avons estimé important que le “Research Center” et l’”Innovation Center” forment une entité visuelle et soient aussi accueillants.

Une première initiative dans ce sens a été la modernisation du couloir central et des bureaux. Les murs, portes et châssis ont été repeints dans les mêmes couleurs que ceux de l’”Innovation Center”. A l’entrée de chaque bureau et de chaque laboratoire,

une plaque nominative indique le nom du collaborateur et est complétée d’une photo. Les grandes colonnes exercinibh erae-sectet velis nim du couloir sont peintes en couleur bordeaux et des textes apposés sur celles-ci indiquent l’activité de l’endroit.Filip Arnaut: “Ce genre d’initiative combine information et origi-nalité. Elle rend par ailleurs le couloir beaucoup plus att rayant. Nous poursuivrons la modernisation car nous recevons dans nos locaux de plus en plus de collègues, de collaborateurs d’univer-sités avec lesquelles nous travaillons et de clients. Des photos viendront bientôt décorer les murs. Le Research Center joue aussi un rôle actif dans l’approche nutritionnelle adopatée par Puratos. Nous reviendrons ce point en détail prochainement.”

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Elena GardezFunction

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Elena GardezFunction

Wave with boundary line

The wave can be used on its own as a graphical

element. Never apply more than one wave on a page.

On a tri-fold brochure, you are allowed to spread the

wave over all three pages.

Corporate lines only

The corporate lines can be used on their own as a

graphical element. Never apply more than one set

of lines on a page. Never put text over the corporate

lines.

Using half the wave

It is allowed to use only one half of the wave and to

let only the lines continue on the other half of the

spread.

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In this issue Beste klant, Het is me een waar genoegen het inleidende artikel te mogen schrijven van de eerste Vision, het tijdschri� waarmee Puratos zich rechtstreeks tot zijn klanten richt. U vindt in dit magazine op weerkerende basis informatie over onze producten, onze activiteiten, seizoensrecepten, en andere ideeën waarvan we zeker zijn dat ze u in uw activiteiten zullen inspireren. Deze Vision n°1 verschijnt terwijl de hele wereld wordt geconfronteerd met de onzekerheden die door de economische crisis worden veroorzaakt. Namens Puratos heb ik een duidelijke boodschap voor iedereen: wij kijken vastberaden en optimistisch naar de toekomst. Innovatie, diff erentiatie en onder-nemingszin zijn meer dan ooit de orde van de dag en zullen de gezondheid, de sterkte en de levensduur van bedrijven bepalen. Samen met de hele Belux-ploeg nodig ik u heel graag uit om door de pagina’s van het eerste Vision magazine te bladeren, waarin u het volgende kan ontdekken:

Wij zullen u in de volgende maanden blijven informeren via het Vision magazine, over-tuigd dat het op uw enthousiasme zal kunnen rekenen. Met het hele Belux team, blijf ik volledig te uwer beschikking.

• Ons nieuwe gamma witbroodverbete-raars, met een belangrijke innovatie: So� ’r White Sense, die aan het brood de beste technische karakteristieken gee� alsook de smaak die de consumenten prefereren.

• Een recept voor rabarbertaart, gemaakt met Tegral 4Ever Cake, onze jongste in-novatie in het cake-assortiment.

• Informatie over het Belcolade gamma en recepten die we aanraden.

• Een smakelijke kijk op Boedapest.• Een bakker getuigt over het uitzonderlij-

ke succes dat hij hee� met ons Vita-Plus brood.

• Wat meer uitleg over gejodeerd zout.• Seizoensrecepten voor de zomerdagen• Onze promoties om u aan te moedigen

Van eigen deeg

Edito

Vers van de plank

Proeven vanBudapest

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Proeven van Boedapest • 4

We distinguish here between four possibilities:

• wave (+ brown boundary line) + corporate lines

• corporate lines only

• wave (+ brown boundary line) only

• boundary line

Wave + lines

The corporate lines are interlinked with the wave. For both the top

and the bottom version of the wave + lines, 4 different heights are

available.

Never put text over the corporate lines in the wave; in such a case,

use only the wave.

Brand block elements used as graphical elements

Elements from the brand block can be used as graphical elements to separate imagery, text or colour areas,…

Note: the wave and lines have been

originally designed for a double

page format. When applied on A4,

we only use half of the full width.


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Lorem ipsum25 januari 2011Puratos Club House

> examples of covers

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The cover ribbon is to be used with the brand block, which

is – in this case – always positioned at the bottom of the

page (see example on the left).

There are three possible colours for the cover ribbon

(orange, pink and red), in line with the brand block.

Cover ribbon

The cover ribbon has been developed for use on the cover of brochures and leaflets . It serves to separate the title and subtitle from the cover image .

cover ribbon


Subtitle

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Subtitle

Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat.

Subtitle

Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquat. Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquat. Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat.

Subtitle

cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut adcquiring an extensive experience in the baking.Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat.

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www.puratos.com

Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, BelgiumT +32 2 481 44 44 - F +32 2 466 25 81 - E [email protected]

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Ulluptatiunt quossum iundiss

Equamenis nis exerumq uaspeliatque et, omnihicabo. Aximi, qui acculluptis ersped et faccum quo coneturias eos doluptiae niam, cust, sitasi tem est anitatesti oditam conseque nim nobis entem aliquunt et quidusa ntemperum invent mod magnis sit ipis ium entiis soluptatur, illaudi sciisinum ut estrunt aut intissimus eatempo riorro mo eum inveles aut quae eate ex ex et volorum veles sit, ut earum fugias ut re ea prae solupta eratemp eriandusci simus quia nobit fugiatur?

Hent. Sit qui voluptio occusamus, eiusa pel ius moles molupta poris alignis aut dempor magnatisse denditin prem quis di cullitas voluptatur solore, que quunda quam es a dolupturepe quasi utem que exerio et aborro et volores simendemos et, volorpo reictum et aut volorrovit laboribus si officaborum fugiti repe magniminum solut ipsam nulluptam ulpa aut voluptaeped quideli quaeptatur sus, totassit volorem incturem rehenet ma quiandae alicaborpor rem a seditas ius.

Us suscimagnam, sitaturibus

Seditat uriberit ped quodi officias sendi non rae mostium aut rat ratinctates quid es et voles et omnimaio. Ed qui accupta sita ature evenderorum ne pra quam fuga. Itatquam, ut remos aut ut dolorio sandam, qui ilitaspis dolorer ibusdam harum sequissit, inctoritiur suntur sus, omnist is apidia etusciam nonsequo tet eum fugia nonet laborpo ratius modi doluptates estio quassequunt lit ra as volorem restrum et volupti qui cus sequiasimus sinis min rem dolupta sperfer ferepelite doluptat unt ut audae con cupictem ex el ma cone qui venitatiis et reperum rehenissi officid est excero beate laborrum am fuga. Itatur, niscim lam delescimi, sitatatur ant est autas dolor ad quiam, alic to quiatur?

Num, que occae consed qui quidus

Quiscie nitestiore omnimin eatur sinihil iquaspicia voluptae sum ipsunti renis adignam endem et la corum quationserum ipiducium faceaque volupta quatiis necabore pre qui quat.

Quid ute as peristin repero ipsunti onsendes duci quaeper spedignis as sam rae nonsequ iaererr ovidist audiat.

www.puratos.com


297 mm x 210 mm A4 brochure297 mm x 140 mm folder

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Ulluptatquossum iundiss

Sit qui voluptio occusamus, eiusa pel ius moles molupta poris alignis aut dempor magnatisse denditin prem quis di cullitas voluptatur solore, que quunda quam es a dolupturepe quasi utem que exerio et aborro et volores simendemos et, volorpo reictum et aut volorrovit laboribus si officaborum fugiti repe magniminum solut ipsam nulluptam ulpa aut voluptaeped quideli quaeptatur sus, totassit volorem incturem rehenet ma quiandae alicaborpor rem a seditas ius.

Cimagnam, sitaturibus

Seditat uriberit ped quodi officias sendi non rae mostium aut rat ratinctates quid es et voles et omnimaio. Ed qui accupta sita ature evenderorum ne pra quam fuga. Itatquam, ut remos aut ut dolorio sandam, qui ilitaspis dolorer ibusdam harum sequissit, inctoritiur suntur sus, omnist is apidia etusciam.

www.puratos.com


297 mm x 100 mm folder125 mm x 125 mm DVD sleeve

Examples

These examples show you how to use the back cover signature block on some frequently

used formats.

Subtitle

Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. Call for attention Lorum Ipsum.

Subtitle

Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat.

Subtitle

Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquat. Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquat. Cquiring an extensive experience in the baking and Sustisl ullan utpat luptat.

Subtitle

cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad bla faccum deliquatisci essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut ad essi eum init lutpat. cquiring an extensive experience in the baking and Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat. Ut adcquiring an extensive experience in the baking.Sustisl ullan utpat luptat. Duissectem ing ea commy nulluptat.

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www.puratos.com


Puratos logo

The Puratos logo on the back

cover is always 30 mm wide.

When placed above the

website address, maintain a

6 mm distance.

Website address

Our website address is placed

in Sansa Std SemiBold 9.5 pt,

in reddish brown.

Contact details

Our company name is placed

in Sansa SemiBold 7 pt, all

other contact information

is set in Sansa Light 7 pt. All

contact details are set in

reddish brown.

Reference code

Our document reference code,

that allows for easy retrieval of

the source document (e.g. for

reprinting) is written at a 90°

angle in Sansa Std Normal at 5

pt, in our Puratos warm ochre.

The code number always show

the date of creation (not the

date of a possible re-printing)

in month & year.

1 2 3 4

Signature block

We sign off with the corporate signature block . It consists of the logo, our website address, our contact details and a reference code .

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1

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4

4

210 mm

10 mm10 mm

7 mm (A4 size)

7 mm (A4 size)

10 mm 10 mm

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www.puratos.com


Note: all paragraph styles are

incorporated in the InDesign

template that you can find on

the Brand Portal.

7 mm

Position of the logo

Whenever possible, we put the logo in the bottom right hand

corner. Only when the width of our format is not enough to hold

both the contact details and the logo, we place the logo above

the website address and contact details.

Align every element to the document grid

As for the distance between the elements and the edge of the

page, simply follow the document grid to align these elements to

the rest of the document content.


Document grid

All our communication is designed to be arranged in a very precise grid so that all elements can find their rightful place .

A document grid is a framework that forms a foundation on

which to build a carefully measured, structured page layout.

It combines non-printing margins, columns and guides into

a framework that is especially useful for creating consistent

layouts in long, detailed documents such as brochures,

magazines and newsletters.

Templates

A number of templates are at your disposal. These templates

contain a grid that helps you create clear and consistent page

designs.

InDesign

For specific communication items that have to be created,

this document offers you technical guidelines for the desktop

publishing program InDesign. Adobe InDesign is the standard

software that the Group Communication Department uses. If

you use other desktop publishing software, you will have to

recreate this grid according to the details shown here on the

right.

It was to help bakers better manage and control the result of their final products that we invented the first complete bread improver, T 500. The year was 1953. We’re constantly introducing new products, technologies and ideas to help our customers develop their business and make their life easier and more convenient.

Convenience, taste and nutrition are at the heart of Puratos

“The reason we come here is because we know what we’re getting: good healthy sandwiches and a great place to meet with friends. A perfect reason to capture the moment forever!”

Michael - Consumer, North America

We believe there is a clear link between what people like to eat and their health, so it is essential that we understand what consumers want in terms of taste and nutrition. For us, good health implies 3 things: having enough food (quantity), having a variety of foods (quality) and doing regular physical activity.

It will come as no surprise therefore to find that the mission of our researchers is to formulate products with the best nutritional value, in function of our clients’ finished products, without compromising on taste. Where we can, we increase fibres and reduce sugar, salt and fat.

Our team of nutritionists specialise in opening new horizons to our researchers and product formulators, and our technical demonstrators help our customers by creating recipes in which the nutritional value is optimised.

Puravita

Combining nutritional and

health benefits with great

taste, the Puravita mixes make

it easier for bakers to offer a

full range of healthier breads

and rolls that taste great

and can be enjoyed by all the

family.

7

A5 double page spread grid, 9 colums per page

A4 double page spread grid, 12 colums per pageA4 double page spread

1 2 3 4 5 6 7 8 9

1 2 3 4 5 6 7 8 9 10 11 12


Beste klant, Het is me een waar genoegen het inleidende artikel te mogen schrijven van de eerste Vision, het tijdschrift waarmee Puratos zich rechtstreeks tot zijn klanten richt. U vindt in dit magazine op weerkerende basis informatie over onze producten, onze activiteiten, seizoensrecepten, en andere ideeën waarvan we zeker zijn dat ze u in uw activiteiten zullen inspireren. Deze Vision n°1 verschijnt terwijl de hele wereld wordt geconfronteerd met de onzekerheden die door de economische crisis worden veroorzaakt. Namens Puratos heb ik een duidelijke boodschap voor iedereen: wij kijken vastberaden en optimistisch naar de toekomst. Innovatie, differentiatie en onder-nemingszin zijn meer dan ooit de orde van de dag en zullen de gezondheid, de sterkte en de levensduur van bedrijven bepalen. Samen met de hele Belux-ploeg nodig ik u heel graag uit om door de pagina’s van het eerste Vision magazine te bladeren, waarin u het volgende kan ontdekken:


Dagelijks broodNuttige lessen over de 5 s’en

Van eigen deegNog lekkerder en nog verser wit brood

Proeven van BudapestZes mannen aan de rand van een groot avontuur

BakkerspraatOp bezoek bij bakkerij Keller-Verstappen

Vers van de plankBakkers strooien met gejodeerd zout

ZomerreceptenBBQ-broodjes en heerlijke aardbeien-taartjes

• Onsnieuwegammawitbroodverbete-raars, met een belangrijke innovatie: Soft’r White Sense, die aan het brood de beste technische karakteristieken geeft alsook de smaak die de consumenten prefereren.

• Eenreceptvoorrabarbertaart,gemaaktmetTegral4EverCake,onzejongstein-novatie in het cake-assortiment.

• InformatieoverhetBelcoladegammaenrecepten die we aanraden.

• EensmakelijkekijkopBoedapest.• Eenbakkergetuigtoverhetuitzonderlij-

ke succes dat hij heeft met ons Vita-Plus brood.

• Watmeeruitlegovergejodeerdzout.• Seizoensreceptenvoordezomerdagen• Onzepromotiesomuaantemoedigen

Van eigen deeg

Edito

Vers van de plank

Kwaliteits-controle

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Our customers expect 100% commitmentTotal quality

We commit to develop, produce and distribute top quality products and services. The implementation of an integrated Total Quality Management programme is a key success factor in the level of excellence and in the reliability of our products and services.

Safety and Health

We commit to achieve our strategic, economic and operational goals while managing our ecological footprint, and respecting all our stakeholders and local communities.

Sustainability

We commit to develop, produce and distribute products throughout the world that meet and exceed legal, international food safety requirements. A healthy working environment, where training and safety promotion is our common duty toward our employees, subcontractors, suppliers and customers is of utmost importance to us.

“As production manager, I keep an eye on every product that we make and ensure that it meets the required quality standards. I do appreciate working with Puratos as they are just as committed as I am.”

Mr Feng - Production ManagerBakery Industry, Asia

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infocustitle of chapter

BA

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A5 double page spread

A4 double page spread A4 double page spread

A4 double page spread

Examples

Use these examples as

inspiration. Note that all

content aligns to our grid, so

that even though there’s a lot of

variation, everything still feels

connected.


Corporate communication Applications

The building blocks are used in all our company communication. We communicate via one-to-one sales material (business cards, letters and presentations,…), online media (website, e-newsletters, banners,…), seminars and events material (invitation, program,…) and public relation (press articles,…). But also our recruitment ad, the decoration of our buildings and vehicles and our signage are often the first contact with Puratos. First impression and company image are very important.


> interior signage: wall mounted signs

Corporate signage + building

The signage, whether external or internal, needs to follow these

specifications:

• font: Sansa Std

• colour of background: For metallic elements (beams, windows…) and

doors use beton grey RAL 7023.

Meeting rooms are always called by the names of the country’s most

famous Puratos products.

• font: Sansa Std

• colour of background: For metallic elements (beams; windows…) and

doors use beton grey RAL 7023.

Innovation Centers are always called as such and have no specific logo.

1350 mm

40

00

mm

13

50

mm

50

0 m

m5

00

mm

50

0 m

m5

00

mm

65

0 m

m

Industrialaan 25-28

RECEPTION VISITORS

LOADING - DELIVERY

DELIVERYPACKAGING

> exterior signage: large totem

58

Totem and sign board

The main buildings of each Puratos company should bear the Puratos logo . The exact positioning and size need to be defined according to the characteristics, shape and size of the building .

Façade signs should stand out and be clearly visible

from a distance. Always make sure the placing of a

façade sign is in agreement with local regulation.

We don’t always have to brand the entire building –

sometimes a few touches can make the difference.

Please consult the Group Communication

Department for advice.

RAL colours

Puratos reddish brown RAL 8004 Kupferbraun

Puratos warm ochre RAL 1005 Honiggelb

Puratos dark brown RAL 8012 Rotbraun

Puratos grey RAL 7023 Beton Grey

Puratos orange RAL 2011 Tieforange

Puratos red RAL 3027 Himbeer

Puratos pink RAL 4010 Telemagent



Decoration kit + flags

Puratos Company Identity Guide

On events and outside our buildings, we can

use flags to highlight our presence. If we have

the opportunity to use three flags (or a multiple

of three), we use the orange, red and pink flags

described here. In all other cases, we will use

only the orange flag, as orange is our base

corporate colour.

Flags

> banner flag 1500 mm x 3000 mm

Interior decoration

> horizontal flag 2000 mm x 1500 mm


Adapting these designs for your vehicles

Because of the large variety of vehicles in our global fleet, each and every application of these designs will differ slightly. Contact the

Group Communication Department (see back cover for contact details), they can help you to adapt these designs to the technical

drawings of your vehicle fleet.

Vehicles

As a very visible carrier of the Puratos brand, our vehicles have an important role to play in our corporate communication . All vehicles carry our logo , our orange wave and three pictures of consumers enjoying a bakery, patisserie and chocolate finished product .

www.puratos.com

www.puratos.comunder construction

under construction


Scrapers, piping bags, plastic sheets to cover the

dough … practical tools that are much appreciated by

our customers are very important bearers of our visual

identity. So are carrier bags, mouse mats, etc.

If you need specific items, the Group Communication

Department is at your disposal to help you create them.

Visit also www.merchandising-puratos.com to see

what items are available and to order what you need.

> business card holder

> pen

> usb stick

> mouse mat

> coffee mug

> lanyard

> shirt

Promotional items

All give-aways, special utensils and other promotional items should reflect the Puratos brand in the right way .


Puratos creates, produces and distributes worldwide a range of ingredients for bakers, pastry-chefs and chocolatiers.

FunctionDescription

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Comniende: aditian danduciet, volore si ut quia si rerferum fugit, sequibusdam ipiciento te cuscimusa dit licidia sequaepudaes re dolupta tiosandus ulparum sinis eatas magnatur recti quiatur eperemp.

Comniende: aditian danduciet, volore si ut quia si rerferum fugit, sequibusdam ipiciento recti quiatur eperemp.

Just one question counts when it comes to your career:

Do you have the appetite?

Interested? careers.puratos.comPuratos, Industrialaan 25, B-1702 Groot Bijgaarden

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FunctionDescription


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DAILY NEWSPAPER - JOB SECTION

SALES REP

Technical Engineer

Assistant manager

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> 111 x 111 mm example, greyscale > 332 x 111 mm example

> 165 x 111 mm example

Recruitment advertising

In recruitment advertising, it is important that potential candidates are immediately able to grasp what Puratos is about and see that Puratos is an interesting and important employer .

Strictly follow the template.

Consistency in our human

resources communication will

help us to stand out in the ever

more challenging recruitment

market and position Puratos as the

important player it is.

For specific functions, we can use

appropriate imagery (see ‘Our

business environment, page 36).

At other times, we can use a general

ambiance picture (see ‘Enjoying

food, page 34).

Consumers are increasingly conscious of the quality of the food they eat and therefore are becoming more demanding. Puratos creates, produces and distributes worldwide a range of ingredients for bakers, pastry-chefs and chocolatiers. Puratos is a global company with a workforce of 5,300, known for its passion for innovation in over 100 countries. The more our company grows, the stronger our pioneering spirit becomes. This, coupled with a commitment to our employees and partners, is what makes working at Puratos so unique.

Function titleMore detailed description of function

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Just one question counts when it comes to your career:

Do you have the appetite?

> A4 example


> letterhead

Henk WillemsDuval GuillaumeUitbreidingsstraat 22000 AntwerpenBelgium

Beste,

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./..

Onze referentie: OREF2010/0310201 Uw referentie: UREF2010/0310201 Datum: 31 mei 2010Uw contactpersoon: Geoffrey McDowell, Communication Manager, tel. 02 666 88 77, [email protected]

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KBC 432-4016331-92 - IBAN BE12 4324 0163 3192 - Swift KREDBEBBFortis 210-0150700-14 - IBAN BE94 2100 1507 0014 - Swift GEBABEBBBTW/TVA//MWS: BE 0438.632.416 - RPR/RPM: 0438.632.416 - Kh. Brussel / Comm. Bruxelles www.puratos.com

Puratos NV/SA - Industrialaan 25, Zone MaalbeekB-1702 Groot-Bijgaarden, Belgium

Robert SchumanDuval GuillaumeUitbreidingsstraat 22000 AntwerpenBelgium

Met onze beste groetenAvec nos complimentsWith our complimentsMit unseren besten EmpfehlungenCon nuestros mejores deseos

www.puratos.com INSE

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Stationary

> business card

> envelope

> greeting card

[email protected]: +32 2 123 45 56 - Mobile: +32 476 12 34 56

Puratos NV/SA - Industrialaan 25, Zone MaalbeekB-1702 Groot-Bijgaarden, Belgium - www.puratos.com

Geoffrey McDowellCommunication Manager

> email footer

Geoffrey McDowell - Communication ManagerTel: +32 2 123 45 67 - Mobile: +32 476 12 34 56Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, Belgium - www.puratos.com

Please consider your environmental responsibility before printing

Dear all,

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Kind regards,


The importance of business cards, letters and presentations should not be underestimated . While it goes without saying that the actual letterhead and type should be the same around the world, we should go further and make sure that all our presentation and typed layouts look as though they are from the same company, and conform to the Puratos style .


RGB colours

Puratos reddish brown RGB 137 - 51 - 0

Puratos warm ochre RGB 217 - 165 - 0

Puratos dark brown RGB 109 - 35 - 10

Puratos grey RGB 100 - 100 - 100

Puratos orange RGB 0 - 60 - 100 - 0

Puratos red RGB 222 - 5 - 45

Puratos pink RGB 229 - 0 - 117

Presentations are crucial for communicating, convincing, motivating and selling . The PowerPoint templates document is created with multiple slide types .

The finished presentation slides should always be tested beforehand.

It is recommended to carry out a test under the actual lighting and

spatial conditions pertaining to the presentation room. Never crowd

your slides with content, and keep slide titles on one line: this makes

it easier for your audience to follow.

To install this template on your own pc, open a presentation template,

then choose ‘Save As’ and then select ‘Template’. PowerPoint will save

the template in its appropriate template folder for future use.

Powerpoint


Corporate brochures

Puratos, reliable partners in innovation

Building the future, through partnership and innovation

Daniel Malcorps: “From day one, our company has been built on breakthroughs and innovations. We’ve always understood that good new products come from working closely with customers and applying technology smartly, and so we continue to make major investments in R&D and consumer research. We want to help our customers around the world be more successful with their business and offer them all the possibilities they need to create the mouth-watering products their clients love.”

Eddy Van Belle: “We have always been a close-knit family business - not just with our own personnel but with our customers too. This unity of purpose has been instrumental in developing our business around the world. We have opened offices and production facilities in all four corners of the globe. Over the years, we have built an international team of dedicated and talented people who understand and deliver what our customers and their consumers truly want.”

Daniel Malcorps: “Indeed, our ambition to get closer to the customer led to the creation of a unique sensory analysis approach to identify local taste preferences in the different parts of the world. In Europe and North America, we’ve gone even further. We have the Puratos Sensobus, a sensory testing lab on wheels, to better evaluate consumer insights at source. All this information provides our researchers and developers with incomparable vision on new trends worldwide. We are happy to share this knowledge with our customers. It also allows us to adapt our products and to innovate accordingly in our numerous Research and Innovation Centers around the world.”

Eddy Van Belle: “We believe that by better understanding the different cultures we work in, we can produce better products that fit with their lifestyle and habits. We are equally committed to offering products that combine taste and nutritional value - as well as convenience - and, as a result, contribute to consumers’ well being and eating pleasure.

Puratos started life in a garage in 1919, and it was there that the first innovative patisserie ingredients were created and produced. Since then, Puratos has developed into a worldwide specialist in bakery, patisserie and chocolate, offering a wide range of solutions and services to artisans, industry, supermarkets and food services. Eddy Van Belle, Chairman of the Board, and Daniel Malcorps, CEO, express their thoughts on how the company has achieved the success it has, and what the future holds:

“Our aim is to develop innovative solutions for our customers and so build long-term

partnerships for the future.”

Eddy Van Belle, Chairman of the Board and Daniel Malcorps, CEO

5

Significant resources have always been allocated to long-term basic research (internal and together with universities) to develop the innovations of the future. This research has resulted in emulsifiers, enzymes, sourdoughs, bread improvers, glazes, fruit fillings, chocolates... Investment in long-term research also helps build competences such as understanding the mechanisms of the action of enzymes in the dough, rheology, crystallisation of fat, sensory analysis and nutrition. Thorough knowledge of our customers with the aim of helping them identify the expectations and aspirations of consumers, have led to the creation of an impressive range of products, concepts and services tailor-made for each customer segment and culture.

Expertise in bakery, patisserie and chocolate

Our bakery product rangeThrough our long experience in bakery, we are able to design and manufacture every component of our products ourselves:

• Bread improvers• Modular ingredient solution enhancing one functionality• Bread flavours and sourdoughs• Active bakery component for an authentic taste: O-tentic• Bread mixes• Margarines and specialty fats• Enzymes and emulsifiers• And many other products

* Visit www.puratos.com to know more about our baking product range.

Bakery

Puratos Center for Bread Flavour

The Puratos Center for Bread Flavour is an inspirational place. In this multi-functional facility our customers can discover more about the fascinating world of bread and sourdough fermentation. They are in the ideal place to create new and innovative breads with tastes and flavours that both surprise and delight the consumers.

1953A pioneer in the use of emulsifiers, Puratos invents the first complete bread improver: T500.

1975 Launch of the S500 powder bread improver. This product quickly becomes the flagship product of the company, and is still the undisputed leader in its field today.

2004 Creation of the O-tentic range. A completely new type of product that combines traditional taste and today’s technology.

In 1923 the company launches the first branded bread Pura-Malté, a bread with roasted wheat germs. Since then Puratos is recognised as the world bakery expert with innovations such as T500, S500, O-tentic and many more.

“Puratos has a magnificent range of ingredients to choose from, and each one helps me create something original and tasty.”

Marco - Artisan Baker, Southern Europe

It was to help bakers better manage and control the result of their final products that we invented the first complete bread improver, T 500. The year was 1953. We’re constantly introducing new products, technologies and ideas to help our customers develop their business and make their life easier and more convenient.

Convenience, taste and nutrition are at the heart of Puratos

“The reason we come here is because we know what we’re getting: good healthy sandwiches and a great place to meet with friends. A perfect reason to capture the moment forever!”

Michael - Consumer, North America

We believe there is a clear link between what people like to eat and their health, so it is essential that we understand what consumers want in terms of taste and nutrition. For us, good health implies 3 things: having enough food (quantity), having a variety of foods (quality) and doing regular physical activity.

It will come as no surprise therefore to find that the mission of our researchers is to formulate products with the best nutritional value, in function of our clients’ finished products, without compromising on taste. Where we can, we increase fibres and reduce sugar, salt and fat.

Our team of nutritionists specialise in opening new horizons to our researchers and product formulators, and our technical demonstrators help our customers creating recipes in which the nutritional value is optimised.

Puravita

Combining nutritional and health

benefits with great taste, the

Puravita mixes make it easier

for bakers to offer a full range of

healthy breads and rolls that taste

great and can be enjoyed by all the

family.

7

From innovation to inspirationWe are convinced that innovation is the most important business driver: it creates a point of differentiation against competition and helps attract new customers. Our ambition is to inspire our customers, just as they inspire us. In our Innovation Centers around the world, and at the client’s own premises we stimulate creativity and offer practical technical solutions, such as chocolate fillings, extended shelf life, frozen solutions, ready-to use mixes and glazes for maximum convenience to name just a few.

“ As a “Meilleur Ouvrier de France”, I know a lot about good chocolate. I’m proud to be a demonstrator for Belcolade, as clearly they also respect and love great tasting chocolate, as they show with their fabulous origin range.”

Stephane - Puratos International Belcolade demonstrator, Belgium

Belcolade Collection

Belcolade’s Collection range comprises

Origin chocolates with specific and

unique flavours and varied bouquets.

Each is made using carefully selected

cocoa beans which reflect the differences

of the regions where they are grown.

To create our Origin range within Belcolade Collection we developed a method of sensory analysis to identify and describe the flavour profiles of chocolate. We call it “Les Arômes de Cyrano” which explores the language of chocolate. In this way we can better help clients create unique products with differentiating & exceptional taste profiles.

“As ‘Meilleur Ouvrier de France Pâtissier ’, my focus is on the quality of the raw materials I use in my products. Belcolade fully meets my expectations in terms of taste and diversity, especially with their ‘Origins’ range.”

Stéphane - International technical adviser Belcolade

15

In touch with customers and consumers worldwideOur Puratos Sensobus* is a unique, fully equipped sensory analysis lab on wheels that can host hundreds of consumers a day, near to where they actually buy their food. It means we can quickly and easily discover what consumers think about the taste, the shape, the colour, the texture, the smell, etc. of any products we might offer them. This in turn, helps our customers and our researchers understand which solution fits best with specific local preferences.

Sensobus

The Puratos Sensobus conducts

sensory analysis tests all over

Europe, as well as in both North

and South America. We offer

this service to our clients who are

developing new products, so they

can better test local consumer

preferences.

We listen to our customers, consumers and food specialists by asking their opinions, either via sensory labs or using our mobile Sensobus*.

*

9

Industrial Patisserie Competence Center

Our acute understanding of the patisserie specialties and cultures, including the knowledge of the interactions between the different ingredients, as well as the development of the patisserie industry, led to the creation of the Industrial Patisserie Competence Center (IPCC). In our IPCC we focus on researching industrial processes, the development of industrial applications and customer training.

Chocolate Centers

The Chocolate Centers organise training and seminars throughout the year. There you can learn from some of the great chocolate and pastry chefs just what it takes to make chocolate so special in pastry and baking. Combining technical, taste and production expertise, the Chocolate Centers work on developing new products and new technologies.

Our patisserie product rangePatisserie is part spectacle and part seduction, and a good deal of talent and expertise is required. With our products, clients can easily master the interactions between base, filling and decoration.

• Cake, sponge and choux mixes• Custard cream mixes• French specialty mixes• Mousse and bavarois mixes• Fruit and cream fillings• Flavouring preparations• Glazes• Icings, fudges and ganaches• Non-dairy toppings• UHT specialties• And many other products

* Visit www.puratos.com to know more about our patisserie product range. * Visit www.puratos.com to know more about our chocolate product range.

Patisserie Chocolate

1988 Puratos discovers how to apply the thixotropic principle for glazes and launches Miroir. It can be used cold as it becomes liquid when stirred, and it sets when still.

2005 Puratos innovates with Ambiante, the first topping that can be kept at ambient temperature, hence its name. It offers exceptional volume and stability.

2007 Launch of Acti-Fresh, a cake improver based on enzyme and emulsifier technology. It improves the freshness of cakes of all kinds, staying soft and delicious once packed and in a retailer’s supply chain.

Our chocolate product range A full range is available, from 100% organic and fair trade solely made in Belgium Belcolade, to an assortment of locally produced high quality chocolate and nut based fillings for all applications in bakery, patisserie and chocolate.

• Real Belgian chocolate• Real chocolate• Compound chocolate• Chocolate, cocoa and nut-based fillings• Pralinés and nut pastes

Puratos launched the first cake mix in 1919, providing unknown production consistency. In course of the years, company’s researchers discovered how the ingredients interacted together. This led to the creation of major innovations.

Puratos is a specialist in the taste of chocolate, offering a complete range of delicious chocolate and chocolate products. We are passionate about rare chocolates - those with their origins in select places around the world. We are always looking to push the frontiers of innovation, especially when it comes to taste.

1979Puratos diversifies in chocolate and launches the Carat assortment of chocolate coatings.

1988Puratos creates Belcolade, its flagship brand for real Belgian chocolate. It has since become world-renowned and is the preferred chocolate of many chocolatiers and patissiers around the world. 2006Launch of Cryst-o-fil, a pre-crystallised filling with Belcolade real Belgian chocolate.

Valuable information and ideas come from all over the world, but our main source of inspiration is the customers we work with on a daily basis. They are constantly challenging us to go beyond the norm, and create new breakthrough products for tomorrow. It’s often these discussions that reveal the insights for our researchers to base their new developments on, and it’s one of our most important ingredients.

Puratos has a team of more than 500 specialists - including researchers, food technicians and technical advisors - and they work in the different Puratos Innovation Centers around the world. There, they work on adapting the products, processes and services to continuously improve quality and so create new added value solutions that anticipate future needs. Our aim is to offer reliable solutions that will inspire our customers to delight their consumers.

From insights to innovations

“ I love amazing my customers with spectacular wedding cakes. Puratos pastry chefs have made my life a pleasure with their new Ambiante Topping, its remarkable stability and high elasticity make it a dream to work with.“

Elena - Supermarket pastry-chef, Latin America

Ambiante Topping

Ambiante Topping is a sweet and

delicious non-dairy topping that

offers exceptional volume and

excellent stability. It provides optimal

results for all sorts of cake creations,

and the decoration stays as perfect as

when it was made, for up to 5 days in

the fridge.

11

Opening of subsidiaries in

the United Kingdom, Mexico,

Argentina, Peru, Canada and

the USA.

2000 and beyond

40’s - 50’s

The age of the pioneers:

François Van Belle and

Pierre Demanet join Puratos.

Creation of T500, the first

complete bread improver. This

product marks a turning point

in the history of Puratos.

A clear focus from the start

70’s

Launch of S500, a powder-

based bread improver. It has

since grown into a major

product for the group and is

still the leader today.

1919

Puratos is founded in Brussels,

Belgium to create, produce and

sell ingredients for bakers and

patissiers.

60’s

Puratos moves to

Groot-Bijgaarden on the

outskirts of Brussels, Belgium.

20’s

Puratos launches Pura-Malté, a

branded bread based on wheat

germs, roasted in a machine

invented by Professor Picard,

known for his bathyscaphe.

The Sapore sourdough range

is launched, as are enzymes,

fruit-based products and

non-dairy creams.

Creation of the Puratos

Group.

Puratos opens up

subsidiaries in Central and

Eastern Europe.

90’sCreation of the O-tentic range:

it’s a completely new type of

product allowing traditional

breads to be made.

Launch of Sublimo cold

setting glazes.

Cryst-o-fil, made with 50%

real Belgian chocolate is

launched on the long

shelf-life fillings market.

Launch of Ambiante, a

delicious non-dairy topping

that offers exceptional

volume and excellent

stability.

Launch of Acti-Fresh

technology, which gives

Puratos technological

supremacy in cake freshness.

Puratos creates Oxanti,

a chocolate with high

anti-oxidant power.

Puratos establishes

subsidiaries in the rest of

Central & Eastern Europe and

Australia.

80’s

Diversification into

chocolate - with the creation

of Belcolade, compound

coatings, glazes and

margarine.

Puratos opens its first Quality

and Research Center in

Groot-Bijgaarden.

Puratos establishes itself

in Asia and in the rest of

Latin America and creates

subsidiaries in France and

Germany.

20 Global presen 21

The Corporate brochures (both the large one and the small one) are good examples of what Puratos communication should look like today . They are ideal for use in one-to-one communication with clients, prospects and new partners as they explain in quite some detail, the Puratos philosophy and vision .


Online

All of our websites have been created within the Tridion system . It allows you to easily change the content and the pictures yourselves as well as regularly generate new ones . Even though you have some degree of flexibility in terms of creating your local content pages, you should always adhere to the group communication strategy, principles and values .

Put the most important

information first.

• Start your text by telling the reader

the conclusion, then relay the most

important supporting information, and

conclude with the background.

Break up the text.

• Divide your text into coherent sections

or chunks to make it easier for the

user to get the information they want

without unnecessary scrolling.

• Use hyperlinks to provide multiple

complementary explanations that

the readers can choose to explore

according to their personal interests.

• Remember that readers can enter a site

on any page, so make sure each one

is independent and provides relevant

context so as not to disorient the

reader.

Make your text easy to scan.

• Provide meaningful headings and

subheadings that let the reader know

what each section is about.

• Graphics, captions and tables of

contents can also make information

easier to scan on the web.

Keep it simple.

• Write in simple, short and clear

sentences.

• Use the active voice.

• Eliminate superfluous words and

phrases.

• Have also a look at the overall tone of

voice on page 30-31

Navigational links.

• Make sure the user is always able to get

back to where they came from.

Links and buttons.

• Link copy must highlight descriptive

words that are easy to understand.

• Links should invite action, supply

additional information or address

questions arising from page content.

• Buttons are a call to action.

Writing for the web

Global Puratos website

Most visitors’ first encounter with Puratos online

will be through the global homepage . From here,

our online visitors can easily click through to our

local websites through the use of the country

selector .

Local Puratos website

On the local home page, our visitors

are greeted with links to several

interesting items, allowing them to

easily find new, engaging content . All

of these content pages should follow

the predefined pattern .

Website flow

As we want to show our customers that we are close to them, that we want to inspire them and innovate with them to grow their

business, each of our local website should express this by developing the specific contents customers of a particular country are

expecting from their local Puratos company. At the same time, every Puratos website must be clearly identifiable as part of the

Puratos Group. It is therefore crucial that you create appropriate local content while retaining the visual look and feel of all Puratos

websites.

Keep your site alive and interesting by making constantly new content available.

The local website consists of several content areas, but only the primary and secondary content area should be adapted to your

regional needs. You may not adapt the background, the banner nor the breadcrumbs areas.


area that may not be changedarea that cannot be changed

Page structure basics

Background image (cannot be changed))

Header (can be changed)

Banner and login area (may not be changed)

Primary navigation (can be changed, only with

agreement of the group communication department)

Banner area (may not be changed)

Breadcrumbs (cannot be changed)

Secondary navigation (cannot be changed)

Primary content area

The main information goes here, such as the article text,

photographs and tables . For details, please consult the

next page .

Secondary content area

Content related to the primary content, but of secondary

importance, goes here . For example, related links or

downloads . You can also add attention-grabbing ‘Did you

know?’, ‘Information’ or ‘Download’ boxes . This area

enables you to link through to different content across

your site, which makes visiting your site a more rewarding

experience .

Doormat (cannot be changed)

Footer (can be changed)

Around the world, Puratos websites should differ in content

to provide an engaging website that answers to your local

customer needs. At the same time, every Puratos website

must be clearly identifiable as part of the Puratos Group. It is

therefore vital that you create appropriate local content while

retaining the visual look and feel of the global website.

These guidelines will help you use the Puratos website

template in the best possible way. And remember, it is only by

providing engaging content that our websites will help our

customers connect to Puratos in a meaningful way. Keep your

sites alive and rewarding, by making constantly new content

available.

Every website consists of several content areas, but only the

primary and secondary content area should be adapted to

your regional needs. You may not adapt the background, the

banner nor the breadcrumbs areas.

http://www.puratos.com


Secondary content area

In this area you can provide the user of your website with additional functionality and secondary information. Don’t try to fill this

column with redundant information, but rather keep things on topic and to the point. As a general rule, you should not add more

than three items to this column. Here are some sample items.

‘Did you know?’ box

Grab your audience’s attention with some interesting facts concerning the main content. For example:

tell them about where you found that sourdough used in a specific product, mentioned in the primary

content area.

Titles: Verdana 21 pt, Body: Georgia 13 pt, Link: Georgia Bold Underlined 11 pt, White

Download box

If you have only one related download, and you want to draw special attention to this document, you

can use a ‘Download’ box for emphasis.

Titles: Verdana 21 pt, Body: Georgia 13 pt, Link: Georgia Bold Underlined 11 pt, White

Related articles

Help the user of your website discover other relevant content by providing him with direct links to

some interesting articles on the subject.

Titles: Verdana 21 pt, Light Blue, Link: Georgia Bold Underlined 13 pt, Dark Grey

Associated documents

Sometimes you want to offer downloadable content that is associated with the main content. In this

case, you can provide links to the downloadable documents in a list.


Related recipes

A special case of the related links list, is this recipes list. Here, small photographs serve as a visual

reminder of the recipes in which you can use the product mentioned in the main content area.


Primary content area

Text content

Make sure your paragraphs are not too long, and add paragraph titles every

few paragraphs in order to make the text easier to read.

Titles: Verdana 21 pt, Orange

Introduction: Georgia Bold 13 pt, Dark Grey

Body: Georgia Bold 13 pt, Dark Grey

Paragraph title: Georgia Bold 13 pt, Dark Grey

Quote box

Adding quotes to long articles makes a page more inviting to read.

Quote: Verdana Italic 14 pt .

Quotation colors can be chosen . There are two versions: Orange and Dark Grey

Ingredients box

This box provides you with a frame for displaying the ingredients.

Title: Verdana 21 pt, Pink, Quote: Georgia 14 pt, Dark Grey

Information box

Information on which you want to place special emphasis.

Title: Verdana Bold 14 pt, Dark Grey, Other text: Georgia 13 pt, Dark Grey

Photograph

Photographs should be either 220 or 440 pixels wide.

Selection element

This control element provides dropdown boxes for easy access to selectable

content.

Tab text: Verdana 16 pt, Dark Grey, Field label: Georgia 13 pt, Dark Grey

Buttons

By default, buttons are 25 pixels high and use an orange gradient. Call-to-

action buttons are 30 pixels high and use a red gradient. The sign in and log

out buttons are fixed at 20 pixels and cannot be changed.

Button text: Sansa Normal, 10, 13 or 16 pt, White Background: orange or red gradient

Note: creating separate mini sites or other websites

is not allowed, except for promotional campaigns

limited in time. Contact the Group Communication

Department to discuss.


Online banners Some important tips to make your banner effective

• Make sure that the content of your banner is relevant for your audiences . They must immediately grasp that is

worthwhile to click the banner .

• Use influential, activating words in your text .

• Often, it is a good idea to keep the same headline on your banner that you have on your landing page or entry page .

When people click through the banner, they will come to see the same headline that sparked an interest in them in the

first place .

• Do not forget to always put the “click here” button . People are still used to off-line advertising and don’t realize that

they are actually meant to click on it to find out more . The “click here” call to action improves the effectiveness of your

banner .

• Always include the Puratos logo: it will increase brand recognition even if the banner isn’t clicked .

160 pixels x 600 pixels

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Tue dignim rit iure min henit iustisl ulla


It iustisl ulla fegiat ad te et, vel ullandi amconulla amequat.



CLICK HERE CLICK HERE CLICK HERE

Note: Dimensions used here are

just examples and can be adapted

whenever necessary.

CLICK HERE

CLICK HERE

Typography

Text in banners is put in Sansa Normal or in Sansa

Semibold (eventually, with a soft shadow), but

only if this is necessary to guarantee legibility

(for example, when the text is partly put over the

image) .

Gradients

Use one of the three Puratos gradients as a

background for text in banners; and have it fade out

over the picture .

Buttons

see guidelines p 78

Important note: In corporate documents, the

Puratos orange (and its gradient) must always be

the main colour, especially on covers, as this will

heighten brand recognition.


> electronic newsletter

Did you know that Puratos invested

in the ‘Campaign Commander’

software to create your electronic

newsletters? You can use it for a very

low price! For more info contact

[email protected].

infocusE-NEWSLETTER

The newsletter of Puratos Industry Solutions January 2010

Create value in baked goods through texture and nutrition. Tie conse con henisl ut lorem zzriustie del utem ing exer sim dolesto elese tat do del dolesed tem zzrit nulla ad tisl ut ulputatem dip elisl ut voloboreet lorperit ex elit vel utpat laorem et wissi bla facipsuscil duisi et wisl utet, commod te velisl doluptat, summod magnit iureet alit lum zzriustrud tat velit augait la feuisit estissi.Si bla feugiam, core feugait inisis nisc.

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Create value in baked goods through texture and nutrition. Ud et ad minibh etum ipit praese dunt wismod magna augue magnissenim dionsequisis am num inim zzriustrud dolesto odit augait acipit nim quisi. Putat vel utpat. Si tatis nonsenit, consequam, quat, conulla feuissectem il er at euis nit wis di-pis num vero dolesed exero consecte tio od magnit iriustrud tionsequatum nis ad tet wis nonulpute modolor si tat, vel iure min volobor ilit, qui tet, vel utatumm odigna faccum dolore et, sectet.

GET MORE INFO

GET MORE INFO

GET MORE INFO

GET MORE INFO

In this issue:

• Tem ing eu faciliq uismodo lobore modit alisit lorercipis nonumsan.

• Tullandre del ip eugue dolorpe raessenisit aliquat.

• Pute feum ipis ad modolent laore dunt utat augait ut loboreetum duisissenim

• Ferit illam, vulputet la facilisim volortinci blaortiscip et dolorero con utem

Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, BelgiumT +32 2 481 44 44 - F +32 2 466 25 81 - E [email protected] www.puratos.com

External newsletters

visionMAGAZINE

Magazine destiné aux proffessionels de la boulangerie, de la patisserie et aux chocolatiers du monde entier.

January 2012

Praktijklessen voor bakkermeesters — p3

Panerex, gekroonde bakkers — p12

Am zzriustrud magna feumsandre — p5

Vel dui bla facipit am mo-diam ex eu facilla velisl dolore consent ad — p11

Minit ipsumsandre molut prat velisit elesequi velisl dolore — p22



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Lorem ipsum dolorem est — p18Bblaore vero od dolore dolobor sustrud dolore volore od dolorem

Et lipsum dolorem est lipsum — p20Idunt praestrud dip endio


In this issue Beste klant, Het is me een waar genoegen het inleidende artikel te mogen schrijven van de eerste Vision, het tijdschri� waarmee Puratos zich rechtstreeks tot zijn klanten richt. U vindt in dit magazine op weerkerende basis informatie over onze producten, onze activiteiten, seizoensrecepten, en andere ideeën waarvan we zeker zijn dat ze u in uw activiteiten zullen inspireren. Deze Vision n°1 verschijnt terwijl de hele wereld wordt geconfronteerd met de onzekerheden die door de economische crisis worden veroorzaakt. Namens Puratos heb ik een duidelijke boodschap voor iedereen: wij kijken vastberaden en optimistisch naar de toekomst. Innovatie, diff erentiatie en onder-nemingszin zijn meer dan ooit de orde van de dag en zullen de gezondheid, de sterkte en de levensduur van bedrijven bepalen. Samen met de hele Belux-ploeg nodig ik u heel graag uit om door de pagina’s van het eerste Vision magazine te bladeren, waarin u het volgende kan ontdekken:


• Ons nieuwe gamma witbroodverbete-raars, met een belangrijke innovatie: So� ’r White Sense, die aan het brood de beste technische karakteristieken gee� alsook de smaak die de consumenten prefereren.

• Een recept voor rabarbertaart, gemaakt met Tegral 4Ever Cake, onze jongste in-novatie in het cake-assortiment.

• Informatie over het Belcolade gamma en recepten die we aanraden.

• Een smakelijke kijk op Boedapest.• Een bakker getuigt over het uitzonderlij-

ke succes dat hij hee� met ons Vita-Plus brood.

• Wat meer uitleg over gejodeerd zout.• Seizoensrecepten voor de zomerdagen• Onze promoties om u aan te moedigen

Van eigen deeg

Edito

Vers van de plank

Proeven vanBudapest

Delismodigna amcommy nismo dolent alit, velit nulluptat utatio odoloborper — p5

Proeven van Boedapest 4


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2 Infocus Newsletter

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Infocus Newsletter 3

Dear customer, welcome to the fi rst 2009 edition of our Asian Infocus magazine. The consumption of baked goods in Asia keeps growing, as confi rmed by all sources and statistics at our disposal, and this in spite of the worldwide economic crisis. In such circumstances, we as Puratos are more than ever convinced about the need to help you to create value in the bread, rolls, pastry and cakes that you are producing and selling. Focusing on price and cost is, of course, a relevant concern in tougher times. What is more important however is to stand out from the crowd and make products which respond to consumer preferences. Asian consumers want to eat bread or cakes with the right taste, texture (a broad concept which covers freshness, soft ness, bite and many more aspects) and appearance. They clearly desire healthier products which comply with the highest food safety and quality standards. We at Puratos are focusing more than ever on

helping our customers to develop, produce & market their baked goods along these lines. We are therefore also increasing the number of consumer (sensory) analyses to ensure we off er you the right solutions.Our Second Industry Seminar, now called Innovation & Nutrition Summit, being held in Guangzhou on March 31st & April 1st 2009 , is zooming in on creating value in baked goods through textural solu-tions & nutritional benefi ts, and is a sign of our continued commitment to help you develop your business. Our Puratos Account Managers, R&D and Marketing teams across the region will be following up on all sim irit laor iureetu msandigna feu feuismo dolore enis ad et dolor ipi.Rud eugueri uscidui smodolore minit iandre prat velisit elesequi eu faccum zzrit venit lorem dolesse ndionsequam eummy nulla acin velisl dolore faccummy niat iandre prat velisit elesequi. •Virginie Poels

Create value inbaked goods

through textureand nutrition

infocusNEWSLETTER

The newsletter of Puratos Industry Solutions january 2012



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In this issue

> vision magazine (for artisanal clients) > printed newsletter (for large account clients)

Newsletters help your company to be regularly in touch with your customers and prospects .

At Puratos we have two types of external newsletters:

• Vision, for the craft sector

• Infocus, for large accounts

Both exist in electronic and printed versions. They are designed to maintain the corporate image and to offer a large degree of

freedom for customization.

The title, Vision, should be used in all companies but it may be translated if necessary while Infocus is mandatory in all languages.

All Puratos companies are free to define the content of these magazines the way they want, according to the communication

strategy of the group. Keep the right balance between our three core activities – bakery, patisserie and chocolate – which need to be

promoted equally. Add the consumer dimension as it is a way to differentiate ourselves from our competitors.

Please send a PDF of all newsletters to the Group Communication dpt for further information of the affiliates.


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Subtitle

Date

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Table title Table title

00:00 – 00:00 Program itemExplanation





Program item


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Subtitle

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Date







Program item


Explanation







Title ProgramSubtitle

Invitation Subtitle

LocationDate

Register on line

Location

Please complete the registration at www.puratos.com/seminartitle

Once we will receive your confirmation, we will send you more detailed information on the seminar. Thank you.

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INSER

T CO

DE

www.puratos.com


Invitation Subtitle

LocationDate

Register on line

Location

Please complete the registration at www.puratos.com/seminartitle


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INSERT CO

DE

www.puratos.com


> square invitation folder

> two-fold program folder

> tri-fold invitation folder

Please complete the registration zzrit il ipsumsan elesequis aut.

Name: ......................................................................................................................................................................................................................................................................................

Title job: .................................................................................................................................................................................................................................................................................

Company: ..........................................................................................................................Country: .........................................................................................................................

E-mail: ...................................................................................................................................Tel: .......................................................................................................................................

Thank you for your collaboration.

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> contact form

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Subtitle

Date

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Title InvitationSubtitle Invitation with a maximum of two lines

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FAX BACK RegistrationSend to +32 2 466 25 81

Please complete the registration zzrit il ipsumsan elesequis aut.

Name: ......................................................................................................................................................................................................................................................................................

Title job: .................................................................................................................................................................................................................................................................................

Company: ..........................................................................................................................Country: .........................................................................................................................

e-mail: ...................................................................................................................................Tel: .......................................................................................................................................


Language preferred for presentations

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Accommodation

The seminar will be held in the Hotel Royal Marina Plaza. Please specify the type and number of room(s) needed:

........................................ x Single Room(s) ........................................ x Double Room(s)

........................................ Check in Date(Y/M/D) ........................................ Check in Date(Y/M/D)

Puratos will cover your hotel room of March 30th & 31st

During the seminar, you will have the opportunity to schedule a one to one meeting with one of our speakers.

What are the topics, treated during the seminar, you would like to discuss?

.........................................................................................................................................................................................................................................................................................................

.........................................................................................................................................................................................................................................................................................................

.........................................................................................................................................................................................................................................................................................................

.........................................................................................................................................................................................................................................................................................................


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Seminars and events toolkit

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Background information

Name: ......................................................................................................................................................................................................................................................................................

Title job: .................................................................................................................................................................................................................................................................................

Company: ..........................................................................................................................Country: .........................................................................................................................

e-mail: ...................................................................................................................................Tel: .......................................................................................................................................


www.puratos.com


Legal information Obore ea adionum irilla feugait lobore esectet, secte tie feu feu facincidunt ea alit luptat lum dolor autetueratie magna feugait lor iusto od dit il enim zzrit ulla feugue molorpe rationsectem dolorpe rostrud dolent nulla adit, conullan ut er at, conse el ulpute faccum ad tat at. In vel dolorem zzrit eugait, si.Ro dolortio et, si. Lor sum et luptat, quisit vulla at. Duis augiat, consequis nonsequ atuerae ssequatue consed magnis nit dolor suscin volorpero consectem Lorting ex et lorem dolorti ncipis at atis estinisci tie volorerit et alisim zzrit exer sum vulputatio et, quisi tem vullamc oreros amconsequis

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Content

General question: Very poor Poor Good Very good Excellent

The overall content of the seminar according to your expectations?1.

The ratio theory (presentations) / practical? 2.

The presentation on Bakery Trends in Asia3.

- the added value of the information delivered

- the level of detail of the information

- the speakers’ knowledge of the topic

The presentation on Creating Value in Baked Goods through 4. Texture and Nutrition




The presentation on Technical Basics for Understanding Finished 5. goods’ texture




Workshop 1 on Create more Value in your Cakes through Texture 6. and Nutrition




Event title lineSubtitle description

Date

Location Invitation

> invitation with fax back registration page > evaluation form

> online invitation

Our seminars and events toolkit, consisting of various templates for invitations, forms and posters will help you to quickly create a consistent and attractive look & feel for your seminar or event so that you can focus on the creating of the added-value content .

invitationThe newsletter of Puratos Industry Solutions January 2010

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GET MORE INFO

GET MORE INFO

GET MORE INFO

GET MORE INFO

In this issue:

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• Tullandre del ip eugue dolorpe raessenisit aliquat.

• Pute feum ipis ad modolent laore dunt utat augait ut loboreetum duisissenim

• Ferit illam, vulputet la facilisim volortinci blaortiscip et dolorero con utem

Puratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, BelgiumT +32 2 481 44 44 - F +32 2 466 25 81 - E [email protected] www.puratos.com

4 mm radius

How to use rounded

corners

Rounded corners will be

applied to freestanding

pictures: pictures that are not

located on the edge of a page

or immediately adjacent to

other pictures. When pictures

are positioned at any edge

of the page, or pictures are

combined in a ‘picture strip’,

we don’t use rounded corners.

The corner radius as defined

in Indesign will always be

4mm radius for an A4 format.

On substantially bigger

formats, such as posters,

we can increase the radius

proportionally: A4: 4mm < A3:

5.7 mm < A2: 8 mm < A1: 11.3

mm < A0: 16 mm,...

Table

Title Sansa Bold Condensed 8pt.

Text Sansa Condensed 8 pt,

leading 10 pt

strokes: 0,5 pt

rounded corner radius: 4 mm

Colour = colour of the wave

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> dvd sleeve


Public Relations and the Puratos boiler-plate

A boiler-plate is a descriptive text about Puratos .

The new Puratos boiler-plate text should be used when we want to describe our Group in a nutshell . You’ll see it’s been used in the corporate brochures and will in the future become a constant feature of all Public Relations press releases . It can also be used on the website of a partner or in a leaflet for a project we sponsor, . . . Nusciis ut qui ventorio. Neque nullecae ent que pro ius, veliquae necepel endio. Ga.

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KBC 432-4016331-92 - IBAN BE12 4324 0163 3192 - Swift KREDBEBBFortis 210-0150700-14 - IBAN BE94 2100 1507 0014 - Swift GEBABEBBBTW/TVA//MWS: BE 0438.632.416 - RPR/RPM: 0438.632.416 - Kh. Brussel / Comm. Bruxelles www.puratos.com

PRESS RELEASEJanuary 17, 2012

Hil ipsapisquia dest odita dolo

About Puratos

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Puratos is an international group with a full

range of innovative products and application

expertise in the bakery, patisserie and

chocolate sectors. Products and services are

available in more than 100 countries around

the world, and in many cases actually

produced there by our subsidiaries. Clients

are artisans, industry, retailers and food

service. We aim to be ‘reliable partners in

innovation’ wherever we are in the world,

and so help our customers deliver nutritious,

tasty food for the communities they live in.

Our head office is in Groot-Bijgaarden, near

Brussels in Belgium.

The Puratos Team,

reliable partners in innovation.

“Puratos is an international group with a full range of innovative products and application expertise in the bakery, patisserie and chocolate sectors . Products and services are available in more than 100 countries around the world, and in many cases actually produced there by our subsidiaries . Clients are artisans, industrial, retailers and food service .

We aim to be ‘reliable partners in innovation’ wherever we are in the world, and so help our customers deliver nutritious, tasty food for the communities they live in .

Our head office is in Groot-Bijgaarden, near Brussels in Belgium .”

To add some more up to date facts and

figures, have a look at the fact sheet on our

Puranet (search for Puratos facts & figures in

the search box on the homepage) or contact

[email protected].


MAGAZINEMAGAZ INE

Improving EFFICIENCY

DOSSIER

u-teamThe Quarterly magazine of the Puratos Group for U-team members worldwidePuratos Group Management News April 2010

> U-team international magazine cover design

Internal communication material

The Unicorn magazine is our local, internal newsletter aimed at all our personnel . It is created and published by the country .The U-Team magazine is our international magazine aimed at managers of the Puratos Group . It is made in our company headquarters in Brussels .

The Puratos Passport is an internal brochure, informing all our collaborators about where we come from, who we are, what we stand for and how we do things . And inciting all employees to behave like a true Puratos spokesperson themselves .

Quatres tonnes dans les embouteillages — p5

La journée ‘gros pull’ ou comment consommer mois d’énergie — p11

Hier et aujourd’hui Raymond Dome & Thierry Meunier — p22

unicornMAGAZINE

Le magazine trimestriel pour et par les employés du groupe Puratos.january 2010

> Unicorn local magazine cover design

Internal magazines Other internal communication

– 2 – – 3 –

Jantcheff

Pascale

United States

Mai 15th 2011

This passport belongs to

Surname

Given nameS

iSSuinG country

SiGnature of the paSSport owner

Delivery Date

1.

3.

2.

4.

5.

Henk

Belgium

21 June 2011

Willems

* this is the outcome of a survey conducted in 2010 amongst our colleagues and customers in the world

As a specialist in bakery, patisserie and chocolate, we inspire our

customers with new ideas.

It’s through innovative products, technologies and services, that we’re able to

deliver concrete solutions our clients can rely on.

Everything we do, we do with passion.

What does Puratos stand for?*

We want to be close to people everywhere in the world.

We respect local food cultures, and do what we can to be a part of them.

stand for?*

We believe that all over the world people will attach more and more importance to the quality of their food in the future.

At Puratos, we are close to customers and consumers everywhere.

We turn technologies and experiences from food cultures around the world into new opportunities to help our customers to be more successful with their business.

Our Vision Our Mission

HEALTH

NUTRITION

TASTE

CONVENIENCEPLEASURE

Therefore we are commi� ed to off ering products that combine taste and nutritional value and, as a result, contribute to consumers’ health and eating pleasure, in the most convenient way.


Our positioning

The Puratos magic:

our valuesSix values guide our behaviour to be true reliable partners in innovation.

The three fi rst values relate to the way we are “reliable partners”.

Teamspirit

Ethics

Quality

The next three relate to the way we “innovate”.

Courage

Vision

Passion

qualityethicsqualityethicsqualitypassionqualitypassionqualitycouragequalitycouragequalityTeam spirit

ethicsTeam spirit

ethicspassionTeam spirit

passion visionethicsvisionethicsTeam spiritvisionTeam spirit

ethicsTeam spirit

ethicsvisionethicsTeam spirit

ethics

PURATOS PASSPORT


3Products and concepts communication

About our brands

We have chosen to create one strong corporate brand : Puratos.It’s not just our corporate communications that are subject to a strict set of guidelines.Our products and concepts also need to be easily and readily identified as coming from Puratos.


Bread improvers•

Modulars•

Flavours & sourdoughs•

O-tentic•

Bread mixes•

Margarines & specialty fats•

Enzymes•

Emulsifiers•

Other products•

Cake, sponge & choux mixes•

Custard cream mixes•

French specialty mixes•

Mousse & bavarois mixes•

Fruit & cream fillings•

Flavouring preparations•

Glazes•

Icings, fudges & ganaches•

Non-diary toppings•

UHT specialties•

Other products•

Real Belgian chocolate•

Real chocolate•

Compound chocolate•

Chocolate, cocoa & nut-based fillings•

Pralinés & Nut pastes•

Product categories

Brands and concepts

Definitions

Product SKU (stock keeping unit)

ex. Tigris, Crealis, praliné

Product range A collection of products

ex. Argenta, Topfil, Selection

Priority brand A product or a range of products carry a priority brand and get a focussed attention and communication

when they are important (potential) sales drivers (focus = business development). We have a current list

of 22 priority brands.

ex. O-tentic, Acti-Fresh, Carat

Product category A collection of products and ranges that are considered to form 1 business entity.

ex. Specialty mixes, Glazes, Real Chocolate

Concept A common Puratos approach to facilitate sales of 1 or more priority brands, ranges and/or products.

A concept can also be technology based or application based.

ex. Breads of the world, French patisserie, integrated filling approach

Application A finished product purchased by consumers and that contains Puratos products.

ex. Donuts, muffins, pralines

S500 •

Soft’r •

Kimo•

Sapore•

O-tentic•

Puravita •

Aristo •

Puraslim•

Satin•

Cremyvit•

Acti-Fresh•

Harmony •

Miroir•

Cremfil•

Ambiante•

Chantypak•

Deli•

Sunset Glaze•

PatisFrance•

Belcolade•

Chocolanté•

Carat•

PatisFrance•

ConceptsPriority brands

Frostec•

Breads of the world•

What’s your texture•

Donut platform•

Melting•

Muffins•

Cupcakes•

French patisserie•

American sweet goods•

Donuts•

Packed or LSL patisserie•

Danish/viennoiserie•

Frozen patisserie•

Croissants•

Cyrano•

Food pairing•

Chocolate applications•

Chocolate in patisserie•

Integrated filling approach•

Bakery

Bakery

Patisserie

Patisserie

Chocolate

Chocolate

Note: we don’t make a difference in look & feel

between products and concepts.


The objective of this Trademark protection policy is to set up a

procedure in order to efficiently manage the legal protection of

the Puratos Group Trademarks.

Trademark registrations of Existing and New Trademarks

worldwide, as well as the renewal hereof, can only be done

in name of Puratos NV and this only by the Group Legal

Department.

Once a Trademark is registered it is extremely important to

use the Trademark correctly and to take all proper measures to

maintain the Trademark rights so that legal action can be taken

against any third party who is infringing the Puratos Group

Trademark rights.

The Group Brand Committee decides on the brand policy of the Puratos Group . When it comes to creating a new brand, a specific procedure must be followed as explained below . There are no exceptions to this rule .

Group procedure: Trademark protection

Brand architecture + Brand policyC

on

cep

ts

Customer segments

Artisan Industry Supermarket Foodservice Chocolatiers

Product categories

Priority brands

Productranges Products

Product categories

Priority brands


Product categories

Priority brands


Bakery Patisserie Chocolate

This procedure is mandatory for all Puratos Group Subsidiaries.

The Puratos Group Subsidiaries are not allowed to register

Trademarks in their own name.

The implementation of this policy is primarily the responsibility

of the Group Legal Department. All Regional Directors, General

Managers, Finance Managers and Marketing Managers are

expected to be fully acquainted with the present procedure and

to ensure that it is fully implemented.

The complete text of the procedure can be

found on the Brand Portal or Puranet.


Role of the Brand Committee

The Brand Committee is composed by the Group

Marketing Services Director, the Communication

Manager, the Company Lawyer responsible for

Trademark protection and the Product Manager of

the concerned SBU’s (or someone delegated).

Regular meetings will be held by the Brand

Committee. If necessary, other persons can be

invited on an ad hoc basis depending on the topics to

be discussed.

The Brand Committee will detect the needs for

Trademark registration and shall discuss the

registration requests submitted by the Puratos Group

Subsidiaries and the (S)BU’s. Priority shall always be

given to Priority Assortment Brands and Trademarks

used in more than one country.

The Brand Committee will each year draw up a list of

Trademarks that will be registered the following year

and the corresponding budget necessary to proceed

with the registration. This list will be submitted to

the IP Steering Committee for approval.

All Registration Requests not included in the

above mentioned list (i.e. not timely submitted or

registration with short notice necessary) shall be

examined by the Brand Committee. If the Brand

Committee is of the opinion that the Trademark

can be registered within the existing budget, the

applicant will be informed and the registration

procedure shall be started by the Group Legal

Department. In case that the Brand Committee does

not approve the Trademark registration, the Brand

Committee shall inform the applicant of its decision

and shall submit the registration request to the IP

Steering Committee that will take a final decision.

The Brand Committee will also monitor the budget

for Trademark registration and make proposals

for adjustment where necessary. The IP Steering

Committee will be informed on these proposals and

shall take a final decision.

How to choose a New Trademark?

A New Trademark should be:

• DISTINcTIve: this means that the Trademark should be able to

distinguish the goods from those of other companies. Therefore, the New

Trademark should be non-descriptive of the goods to which it is applied.

Some fanciful character with respect to the goods is required.

Distinctiveness can be either strong or weak.

However, a Trademark with a low distinctive character will be considered

as a weak Trademark. A weak Trademark will not result easy to register

and even in case that it gets finally registered, it will be very difficult to

act against third parties who use a similar Trademark.

On the other hand, Trademarks with a strong distinctive character are

considered as strong Trademarks and have therefore a larger scope of

protection. Strong trademarks result easy to protect against infringement

by third parties.

Examples:

SUPERPOMME for fruit fillings: descriptive, weak trademark

APPLE for computers: not-descriptive, strong trademark

• AvAIlABle: the New Trademark should not be the same or confusingly

similar to Trademarks used for competing products or well-known

trademarks used on non-competing products.

Example:

MILKO for chocolate: confusingly similar to MILKA

• AllowABle: the New Trademark should not be contrary to public order

and morality, and not be deceptive or misleading in relation to the goods

to which it is applied.

Example:

SUPERPOMME for raspberry filling: misleading

For more information on the strength of a New Trademark, please

contact the legal department ([email protected]).

Registration of a New Trademark

A New Trademark for a new product can be proposed by the

respective (S)BU or the Puratos Group Subsidiaries.

All Puratos Group Subsidiaries shall submit a New Trademark

Request (available on PuraNet) to the BU director.

In case that the BU director approves the proposed New

Trademark, the New Trademark Request shall be submitted

to the Brand Committee (Group Marketing Services Director

and the Group Legal Department should be contacted). For

this purpose, a New Trademark Request form is available on

PuraNet. The request should be submitted ASAP and in any

case before any packaging, brochures and/or commercial

communications are prepared. Ideally the request should be

submitted at least 3 months before the preparations for the

launch get started.

The Brand Committee will examine the request and the Group

Legal Department will conduct a preliminary availability search.

When the proposed Trademark fits into the Puratos brand

strategy and when the preliminary availability search did not

reveal any conflicting Trademarks, the new Trademark will be

submitted for final approval to the IP Steering Committee. The

Brand Committee will also make a recommendation for the

registration of the new Trademark if necessary, and the timing

of this.

If the IP Steering Committee decides that the Trademark can be

used, a full availability check will be done by the Group Legal

Department. If no conflicting Trademarks appear from this

search, the Trademark can be used.

When the Brand Committee and the IP Steering Committee

deem it necessary, the New Trademark will be registered.

Trademark registration can only be done by the Group Legal

Department in name of Puratos NV.


1. ensure that the trademark stands out from its surroundings. This will be achieved by

following these rules:

- always write the first letter of each word in a trademark as a capital letter, the remaining

letters in small letters;

- in the ingredient list of a recipe, write the trademark in bold letters;

- on all packaging and labels, use the defined font and write the whole trademark in capital

letters and in italic;

Examples:

• in the ingredient list of a recipe (in bold): Soft’r

• on labels and packaging: TEGRAL SPONGE

• in a text: Paso Doble bread improver

2. Use the trademark in association with a generic description of the product

Example: Soft’r bread improver

The Trademark should always be used in combination with the generic name of the product, this

in order to avoid that the Trademark becomes a commonly used name in trade which can lead to

the dilution of Puratos Trademark rights.

3. Use a trademark in the form that it is registered

Example:

• Miroir – not Mirroir

• O-tentic – not Authentique

• O-tentic – not Easy O-tentic

4. A trademark should not be used in the possessive

Incorrect use:

Belcolade’s taste …

Correct use:

Belcolade, its taste …

5. only use a trademark for products sold under that mark

Do not use a trademark to describe a product or article that is not sold under that mark.

Incorrect use:

Collect the Belcolade mug given away with each pack of white chocolate.

Correct use:

Collect the mug given away with each pack of Belcolade white chocolate.

6. A trademark should be used in the singular

Do not use a trademark in the plural.

Incorrect use:

S500’s may be obtained from all reputable representatives.

Correct use:

S500 bread improvers may be obtained from all reputable representatives.

Some practical guidelines to use the Puratos registered trademarks correctly Trademark license agreements

For trademarks used by our clients, i.e. Puravita, it is important

to conclude a Trademark license agreements with the client.

This is not only a requirement to maintain our trademark rights

but it also excludes every doubt concerning the ownership of the

trademark. Moreover, the agreement will contain stipulations

on the conditions to use the Trademark and the quality level of

the products sold under the Puratos Group Trademark.

Having a signed Trademark license agreement with our clients

can be an essential element to take legal action in case of

Trademark infringement by a third party.

All Trademark license agreements should be

drafted or reviewed by the Group Legal Department

([email protected]).

Trademark infringement

The Group Legal Department should be informed ASAP of any

infringement or imminent infringement of the Puratos Group

Trademarks worldwide ([email protected]).

There can be an infringement when a third party uses an

identical or similar trademark for identical or similar products.

The Group Legal Department will examine the case in detail

and shall discuss it within the Brand Committee, and with the IP

Steering Committee if necessary.

The appropriate steps will then be taken by the Group Legal

Department in order to defend the Puratos Trademark rights.

The Group Legal Department will also monitor the Priority

Assortment Brands through a trademark watch service. If

necessary, oppositions will be filed against third parties who

apply for the registration of identical or similar trademarks for

identical or similar products. The oppositions will be discussed

within the Brand Committee, and submitted to the IP Steering

Committee for a final decision if necessary.

Use of ™ or ®

® may only be used to identify registered trademarks. In

certain countries, it is a criminal offence to identify an

unregistered trade mark with the symbol ®. In case of doubt,

please contact the Group Legal Department


TM may be used to identify both registered and unregistered

trademarks for goods.

Conclusion

Trademarks are one of the most valuable assets of the Puratos

Group. Trademarks allow customers to recognize the Puratos

Group products and to distinguish them from the products of

competitors.

Problems can arise when competitors copy the Puratos Group

Trademarks or use a Trademark that can be confused with the

Puratos Group Trademarks.

In order to overcome these problems, complying with this Group

Trademark Protection Policy is utmost important.

For any further information concerning Trademark protection,

please contact the Group Legal Department


The entire procedure can be found on PuraNet

(Puratos intranet).




Building blocks

Not only our corporate communication is subject to a strict set of guidelines. When we communicate about our products and concepts, it must be fully in line with the overall corporate identity. Both our corporate image and products and concepts images will benefit from it and reinforce each other.


Product and concept colours

Each priority brand is identified by a specific colour (see below) . This colour is only used for the brand name (see opposite page) .

Priority brand colours Bakery

Priority brand colours Patisserie

Priority brand colours Chocolate

S500PMS 872C

CMYK 40/47/77/16

BelcoladePMS 4975C

CMYK 64/98/98/75

KimoPMS 298C

CMYK 66/8/2/0

CremyvitPMS 155C

CMYK 0/12/34/7

CremfilPMS 124C

CMYK 7/34/100/0

ChocolantéPMS 7421C

CMYK 60/100/100/40

AristoPMS 144C

CMYK 3/58/100/0

CaratPMS 1535C

CMYK 0/79/100/52

PatisFrancePMS 207C

CMYK 15/100/43/0

O-tenticPMS 491C

CMYK 34/85/69/36SaporePMS 202C

CMYK 30 - 95 - 73 - 31

HarmonyPMS 661C

CMYK 100/87/0/2

Soft’rPMS VioletC 65%

CMYK 98/100/0/0 65%

SaporePMS 202C

CMYK 30/95/73/31

PuravitaPMS 200C

CMYK 0/100/70/20

PuraslimPMS 471C

CMYK 11/69/100/15

SatinPMS 689C

CMYK 7/77/0/34

MiroirPMS 272C

CMYK 58/55/0/0

DeliPMS 279C

CMYK 68/35/0/0

Acti-FreshPMS 144C

CMYK 3/58/100/0

Sunset GlazePMS 4695C

CMYK 43/75/75/57

PatisFrancePMS 207C

CMYK 15/100/43/0

ChantypakPMS 2758C

CMYK 100/94/30/25

AmbiantePMS 1385C

CMYK 0/53/100/2

SaporeLorem ipsum dolorem et lipsu

ChocolantéLorem ipsum dolorem et lipsu

AmbianteLorem ipsum dolorem et lipsu

AmbiantePMS 1385C

CMYK 0 - 53 - 100 - 2

ChocolantéPMS 7421C

CMYK 60 - 100 - 100 - 40

Our three corporate

colours (orange, red,

pink) do not refer to

specific business units

or product groups.

While they can be

used at random,

Puratos orange

remains the preferred

choice. However, if the

red or pink matches

better with the picture,

feel free to use those

corporate gradients.


Applying the concept patch

On the cover

On a cover page format, we use the concept block

extending from underneath the top wave element.

In this case, the concept patch is aligned on the

Puratos logo. The distance to the top of the page

is a result of the location of the top wave element:

we have to make sure the full height of the

concept block remains visible.

Great taste & Wellness

Product nameLorem ipsum dolorem et lipsu

Concept patch

A concept is a common Puratos approach to facilitate sales of 1 or more priority brands, ranges and/or products . A concept can also be technology based or application based, ex . Breads of the world; French patisserie; integrated filling approach .

> Concept block example

Frostec•

Breads of the world•

What’s your texture•

Donut platform•

Melting•

Muffins•

Cupcakes•

French patisserie•

American sweet goods•

Donuts•

Packed or LSL patisserie•

Danish/viennoiserie•

Frozen patisserie•

Croissants•

Cyrano•

Food pairing•

Chocolate applications•

Chocolate in patisserie•

Integrated filling approach•

Example conceptsConstructing the concept patch

When a concept needs the support of a logotype, than a concept patch is designed as a 44 mm

x 44 mm block (with 4 mm radius rounded corners) when used on an A4 page format. It has a

disctinctive look and feel that fits within our corporate styling.

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On the inside spread

On the inside of a brochure, we can either use

the concept block as a stand alone element, or

combine it with a picture. When combining it

with a picture, we can use the wave shape as the

edge between the concept block and the picture.Great taste & Wellness

44 mm

44 mm

4 mm radius

Nameconcept

A

A


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www.puratos.com/productname

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The white Puratos

logo

The Puratos logo on the

back cover is always

30 mm wide.

Website

Our website is placed in

Sansa Std SemiBold

15 pt, in white.

Contact details

Our company name

is placed in Sansa

SemiBold 8 pt, all other

contact information

is set in Sansa Normal

8 pt. If more lines are

required, make sure

the bottom line of

the contact details is

always aligned to the

logo.

Reference code

Our document

reference code, that

allows for easy retrieval

of the source document

(e.g. for reprinting) is

written at a 90° angle in

Sansa Std Normal at 5

pt, in our Puratos warm

ochre. The code number

always show the date of

creation (not the date of

a possible re-printing)

in month & year.

Call to action box

This element can

be added to the back

cover. It consists of a

shape with rounded

corners that extends

from the wave, in a

20% tint of the wave

colour. Please, align the

width of the box with

graphical elements on

the page. This box can

be put on top of the

wave or underneath the

wave.

1 2 3 4 5

5

Products and concepts signature block

On all of our corporate documents consisting of multiple pages, we sign off with the back cover signature block . It consists of the logo, our url and our contact details .

12

3

4



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Note: the back cover of each product brochure should

contain the Puratos logo, contact information and

website. It should always be placed at the same precise

location.


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er sendiam zzrit vullaor perillan ut duisl ullaor iriusti nissit lobore mincidunt nisit ad te doloreet non vel exer sequamet lum alis dolore consed ercilis

• Numsan eum inim dolesed eniat. Ure veros adit lutem nullamet aut nonse ta-tet, quis nullaorerit ing estrud eu facilis nis autat non eui ea ad ex et lutatem zzril delit non er in utat. Iduisse quipit augiam essi.

ProductnamePerit utpatet veliquip ex euis erat, susto odion elit lore volo-bore min vel ercilla feum zzriurer sisit in exerati ncipsum ir.

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www.puratos.com/range namePuratos NV/SA - Industrialaan 25, Zone Maalbeek - B-1702 Groot-Bijgaarden, BelgiumT +32 2 481 44 44 - F +32 2 466 25 81 - E [email protected]

Product sheet

Product name

Font: Sansa SemiBold 36 pt

Leading 36 pt

Character colour = colour

wave or priority brand colour

See p 102

Introduction product

Font: Karmina regular 16 pt

Leading 20 pt

Character colour = Puratos

grey

Title

Font: Semi Bold 15 pt

Leading 15 pt


wave

Introduction

Font: Sansa normal 12 pt

Leading 16 pt


grey

Paragraph title text

Font: Sansa Bold 9 pt

Leading 13 pt


wave

Paragraph text

Font: Karmina Regular 10 pt

Leading 13 pt


grey

Products and packshot

pictures

Line

Dotted line 1 pt

Color = Puratos grey

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www.puratos.com/productrange


A touch of Germany in your breads.

Aroldo is a liquid sourdough, designed for mixed rye, mixed wheat

breads and for multigrain bread. Aroldo has its origins in Germany,

known for its huge variety of rye breads such as Pumpernickel or

Krustenbrot. Traditionally, rye flour is used for these types of bread

although it is often mixed with some wheat flour.

Flavour profile• Nose: fruity fermentation, flavour in balance with prickling acidity, rye sour-

dough notes• Taste: fermented rye, instant acidity on tongue, yeasty notes.

Advantages• a ready-to-use sourdough• improved bread volume• higher dough yield• improved crumb elasticity

Dosage• 7-8% on rye flour• 2-3% on wheat flour

Technical info• Shelf life: 9 months at 25° C• Packaging: 10 kg (bag in box)• Del dunt pratem delenibh eum verilit at, quis dolore dionsenit ute doloreetu-

er sendiam zzrit vullaor perillan ut duisl ullaor iriusti nissit lobore mincidunt nisit ad te doloreet non vel exer sequamet lum alis dolore consed ercilis


Acid

AstringentBeer

Malted Bitter

Azym Bread

Acetic

Rye

LoremWae none volecabora ipsunt quam ulpa accus exeribusti im nobisqui tempelique velleca boribus dan-tust issiti omniet.

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> product sheet front example > product sheet back example

Loremipsum dolorem

Ut magnis nossit, simus idebitatur aliquae rroribus rempostia nobis

peditatqui nessequi rere et pro explaci psandis itestius sant volut

facea eic torerciati as alibea quosam doluptat. Il magnim dolori

arum ant. Ri aut est, voluptiatem voloribusda non culpa quid quid

quassitatum nus mo te liquos acid ut eniendi sitatis aut labo. Ut qui

vit as quam rempore pores accus erepror epudici psamet quo cum

ex explia illabor iorestior sum et, occabor eperror sit volorum della

idem non eossit pa voluptatus aliquat usanditat.

Flavour profi le• Nose: fruity fermentation, fl avour in balance with prickling acidity, rye sour-

dough notes• Taste: fermented rye, instant acidity on tongue, yeasty notes.

Advantages• a ready-to-use sourdough• improved bread volume• higher dough yield• improved crumb elasticity

Dosage• 7-8% on rye fl our• 2-3% on wheat fl our

Technical info• Shelf life: 9 months at 25° C• Packaging: 10 kg (bag in box)• Del dunt pratem delenibh eum verilit at, quis dolore dionsenit ute doloreetu-

er sendiam zzrit vullaor perillan ut duisl ullaor iriusti nissit lobore mincidunt nisit ad te doloreet non vel exer sequamet lum alis do


• Del dunt pratem delenibh eum verilit at, quis dolore dionsenit ute doloreetu-er sendiam zzrit vullaor perillan ut duisl ullaor iriusti nissit lobore mincidunt nisit ad te doloreet non vel exer sequamet lum


LoremLupienis ilignam sitio. Ut dolorporum voles verovitatet ipieniae od est lam rerferit qui dis sequis evelit omnihil iusape eum volupta coratus

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Am dolore tincipsummy 300 g

Consecte dolorer iurerci ver sissi 1000 g

Doloborem 350 g

Weugiam 225 g

Ovullum 60 g

Doloborem zzriurero 125 g

Veliquisl eugiam ip exerciliquat 250 g

Doloborem zzriurero conullandre 40 g

Ovullum 150 g

Sisim qui blaore magnit 100 g

Dolore 60 g

Re eugait ullam 2%

1. Preparation step one: Ut utet augue commy num exer semin velit alisci blaore. 2. Se vullum zzril dolore: Monul-landre te magnisit nisit utat accum quat. 3. Veliquisl eu-giam:Sisim qui blaore magnit nisit augait wissi tat, conseni si-sismolore corting eugiate molorpe rcidunt wiscili quip-sumzzriuscip erate del eum iure dit duis nibh elessis alis nosalit wisis alis nim quat utpatue min venibh. 4. Iliquatevelesed: Am dolore tincipsummy nim dolenia mconumquam dolorpe rcidunt at.

GDA** per serving of xxg

Energy (kcal)

137

Sugars (g)

17

Fat (g)

23

Saturated fat (g)

26

Sodium (g)

1437% 6% 14% 12% 6%

Nutritional value per 100g*

Energy (kcal) 100

Fat (g)3%

Saturated fat (g)14,47

Carbohydrates (g)12,78

Sugars (g)34,58

Protein (g)28,11

Sodium (g)16,87

Ut adignim essit ip el irilla facilit

Consenes ipsum ali-tate maiorro videbis

autas explant et

Benefit: CErum nonsecte eatquo voluptiant dolorro est,

nonsequo maxim quiae nonem et optaepe rcipsun damusan-

dam qui secep

Product name Ipsum Dolores

Dolores magnteicoA wholesome loaf bread with a sprinkle of yin and yang.

Benefit: Carat compound chips add an indulgent touch to this nutritious recipe.Offictibus. Totas rehen-



Doloborem 350 g

Weugiam 225 g

Ovullum 60 g



Re eugait ullam 2%

1. Preparation step one: Ut utet augue commy num exer se min velit alisci blaore. 2. Se vullum zzril dolore: Monullan-dre te magnisit nisit utat accum quat. 3. Veliquisl eugiam:Sisim qui blaore magnit nisit augait wissi tat, conseni sis-ismolore corting eugiate molorpe rcidunt wiscili quipsum zzriuscip erate del eum iure dit duis nibh elessis alis nosalit wisis alis nim quat utpatue min venibh. 4. Iliquatevelesed: Am dolore tinci



Energy (kcal) 100

Fat (g)3%



Sugars (g)34,58

Protein (g)28,11

Sodium (g)16,87

Magnelium carmenA sinful brioche with a ménage à trois of chocolate chips.

Benefit: Easily infuse chocolate indulgence into all your bakery with Carat chips.



Doloborem 350 g

Weugiam 225 g

Ovullum 60 g


1. Preparation step one: Ut utet augue commy num exer se min velit alisci blaore. 2. Se vullum zzril dolore: Monullan-dre te magnisit nisit utat accum quat. 3. Veliquisl eugiam:Sisim qui blaore magnit nisit augait wissi tat, conseni sis-ismolore corting eugiate molorpe rcidunt wiscili quipsum zzriuscip.



Energy (kcal) 100

Fat (g)3%



Sugars (g)34,58

Protein (g)28,11

Sodium (g)16,87

Loremelias

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Energy (kcal)

1377%

Sugars (g)

176%

Fat (g)

2314%

Saturated fat (g)

2612%

Sodium (g)

1436%

Energy (kcal)

1377%

Sugars (g)

176%

Fat (g)

2314%

Saturated fat (g)

2612%

Sodium (g)

1436%

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Doloborem 350 g

Weugiam 225 g

Ovullum 60 g



Doloborem zzriurero conullandre 40 g

Ovullum 150 g

Sisim qui blaore magnit 100 g

Dolore 60 g

Re eugait ullam 2%

1. Preparation step one: Ut utet augue commy num exer se min velit alisci blaore. 2. Se vullum zzril dolore: Monullan-dre te magnisit nisit utat accum quat. 3. Veliquisl eugiam:Sisim qui blaore magnit nisit augait wissi tat, conseni sis-ismolore corting eugiate molorpe rcidunt wiscili quipsum zzriuscip erate del eum iure dit duis nibh elessis alis nosalit wisis alis nim quat utpatue min venibh. 4. Iliquatevelesed: Am dolore tincipsummy nim dolenia mconumquam dolorpe rcidunt at.



Energy (kcal) 100

Fat (g)3%



Sugars (g)34,58

Protein (g)28,11

Sodium (g)16,87

Make the best ever triple chocolate

cake with this easy recipe.

Benefit: Carat compound chips add an indulgent touch to

this nutritious recipe.

Loremelias Dolores magnteico

Energy (kcal)

1377%

Sugars (g)

176%

Fat (g)

2314%

Saturated fat (g)

2612%

Sodium (g)

1436%

Recipe page

1 2

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Product name

Font: Sansa Light 18 pt

Colour: Puratos grey

Recipe name

Font: Sansa Semibold 28 pt

Colour: colour of the brand

block

Introduction

Font: Sansa Light 12 pt

Leading 12 pt

Colour: Puratos grey

Benefit text ‘Benefit’:

Font: Sansa Semibold 8,5 pt

Character colour = colour wave

Other text:

Font: Karmina Regular 8,5 pt

Character colour = Puratos grey

Ingredients text

Font: Sansa Normal 7 pt

Leading 14 pt


Preparation text

Font: Karmina Regular 8,5 pt

Leading 11 pt


Guideline Daily Amounts

Font: Sansa Condensed 5pt

Leading 5 pt

Font: Sansa Normal 6/8 pt,

Colour: reddish brown

Nutrional Value

Font: Karmina Bold 5,5 pt

Leading 7 pt

Font: Sansa Normal 5 pt

Leading 7 pt

Line

Dotted line 1 pt

Colour: colour of the wave

Brand block

See page 44-45

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> recipe example

Chocolate Orange BreadA wholesome loaf bread with a sprinkle of yin and yang.

Benefit: Carat compound chips add an indulgent touch to this nutritious recipe.



Doloborem 350 g

Weugiam 225 g

Ovullum 60 g



Re eugait ullam 2%

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Energy (kcal) 100

Fat (g)3%



Sugars (g)34,58

Protein (g)28,11

Sodium (g)16,87


3X Chocolates BriocheA sinful brioche with a ménage à trois of chocolate chips.




Doloborem 350 g

Weugiam 225 g

Ovullum 60 g


1. Preparation step one: Ut utet augue commy num exer semin velit alisci blaore. 2. Se vullum zzril dolore: Monullan-dre te magnisit nisit utat accum quat. 3. Veliquisl eugiam:Sisim qui blaore magnit nisit augait wissi tat, conseni sisis-molore corting eugiate molorpe rcidunt wiscili quipsumzzriuscip.


Energy (kcal) 100

Fat (g)3%



Sugars (g)34,58

Protein (g)28,11

Sodium (g)16,87

Sunshine glaze


Energy (kcal)

1377%

Sugars (g)

176%

Fat (g)

2314%

Saturated fat (g)

2612%

Sodium (g)

1436%

Energy (kcal)

1377%

Sugars (g)

176%

Fat (g)

2314%

Saturated fat (g)

2612%

Sodium (g)

1436%

Chocolate Orange BreadA wholesome loaf bread with a sprinkle of yin and yang.

Benefit: Carat compound chips add an indulgent touch to this nutritious recipe.



Doloborem 350 g

Weugiam 225 g

Ovullum 60 g



Re eugait ullam 2%

1. Preparation step one: Ut utet augue commy num exer semin velit alisci blaore. 2. Se vullum zzril dolore: Monullan-dre te magnisit nisit utat accum quat. 3. Veliquisl eugiam:Sisim qui blaore magnit nisit augait wissi tat, conseni sisis-molore corting eugiate molorpe rcidunt wiscili quipsumzzriuscip erate del eum iure dit duis nibh elessis alis nosalit wisis alis nim quat utpatue min venibh. 4. Iliquatevelesed: Am dolore tinci


Energy (kcal) 100

Fat (g)3%



Sugars (g)34,58

Protein (g)28,11

Sodium (g)16,87


3X Chocolates BriocheA sinful brioche with a ménage à trois of chocolate chips.




Doloborem 350 g

Weugiam 225 g

Ovullum 60 g


1. Preparation step one: Ut utet augue commy num exer semin velit alisci blaore. 2. Se vullum zzril dolore: Monullan-dre te magnisit nisit utat accum quat. 3. Veliquisl eugiam:Sisim qui blaore magnit nisit augait wissi tat, conseni sisis-molore corting eugiate molorpe rcidunt wiscili quipsumzzriuscip.


Energy (kcal) 100

Fat (g)3%



Sugars (g)34,58

Protein (g)28,11

Sodium (g)16,87


Energy (kcal)

1377%

Sugars (g)

176%

Fat (g)

2314%

Saturated fat (g)

2612%

Sodium (g)

1436%

Energy (kcal)

1377%

Sugars (g)

176%

Fat (g)

2314%

Saturated fat (g)

2612%

Sodium (g)

1436%



Packaging

Puratos packaging is present in all customers’ work places and is therefore the most visible communication tool. Its quality and specifications must therefore be very carefully monitored before each delivery.Packaging remains unchanged until 2013.


Packaging layout for bags

Upper part

• has a white background

• for product names: a big

Puratos logo (without tagline)

• for priority brands: a smaller

Puratos logo (without tagline)

and the strong brand name in

Frutiger Italic Bold.

A brown line PMS 491 separates

the two parts and goes all around

the packaging. This line will be

partly covered by the label.

For bags, the visible upper

part and the lower part are

always of the same size.

For other packaging, please

contact Headquarters

[email protected]

Lower part

Bears the colour of the SBU:

• Bakery: PMS 467

• Patisserie: PMS 474

• Chocolate: PMS 4595.

Product name

Note that the label is not

centered on the front side, but

aligned to the right edge of the

bag. The brand name is always

centered on the Puratos logo.

Make sure your operators are

informed about it.

All bakery and patisserie bags,

cardboard boxes and bag-in-boxes

should be printed in 3 colours.

The “trinity” is printed in duotone (two colours) and the tagline is written in Meridien Italic .

PMS 467 PMS 474 PMS 4595

Front side

> Normal product name pack > Priority brand pack

The back of the bag is an ideal place for additional

information.

For instance, you can promote your assortment of

products or a specific new product during a defined

period of time. At the headquarters, this space is used to

list different addresses of countries that are supplied by

the headquarters.

Back side

Basic Bakery Bag (25 kg; 520 x 800 + 160) / 800 6765 000 00P0

310. mm160. mm360. mm160. mm

520. mm

800.

mm

55. mm

Don’t hesitate to contact Group

Communication Departement at

[email protected]


> Puratos 25kg bag

Basic Bakery Bag (25 kg) S06060272 PMS474 PMS1245 PMS491

480. mm

180. mm 180. mm 50. mm 20. mm 300. mm

800. mm

90. mm

S06060271 (25 kg; 480 x 800 + 180) • S06060272.mom

249. mm


Labelling

• All products packed in bags, carton

boxes, bag-in-boxes, buchets, pots and

jerrycans are identified by a label.

• The label can be included in the

printing of the packaging

(for high sales volume products) or

applied separately.

• Product name is set up in Frutiger

Black Italic and is inversed

on a brown background.

Colour

To know the colour of a product,

to obtain the files for these specific

cases, or for more information on

packaging and production, contact the

Group Communication Department at

[email protected].

Size

The size of the label is determined

by the size of the bag. Please contact

Group Communication Departement at

[email protected].

General

Production of the labels

In Belgium, Spain and some other countries, most of the

labels are printed on a colour photocopier. This is the

cheapest way to produce labels and avoid any left-overs.

> label for bag 52 cm


Packaging of priority brands

Priority brands have a particular visual treatment compared to product names . Priority brands are bigger in size and the Puratos logo is reduced in defined proportions according to the length of the strong brand, like this:

CARAT

The blue grid shows the proportions to respect between the

Puratos logo and the priority brand. The longer the priority

brand the less high it is.

You find all the grids on the Adam database. For further

information contact the Group Communication Department in

Brussels at [email protected].

All Puratos chocolate packaging must have a dark brown top,

including the pails.

Strong brands have other particularities such as their photographic style, colours, etc. Please

download the specific templates from the Adam database or contact the Group Communication

Department in Brussels at [email protected] to receive them.

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Questions?

If you have any questions regarding this identity guide, please contact the Group Communication Department:

by phone: +32 2 481 44 44by email: [email protected] or [email protected]

www.puratos.com

Puratos NV/SA – Industrialaan 25, Zone Maalbeek – B-1702 Groot-Bijgaarden, BelgiumT +32 2 481 44 44 – F +32 2 466 25 81 – E [email protected]

identity manual puratos

Documents

puratos identity

puratos communication

puratos magic

identity guidelines

puratos boilerplate

strong image of puratos

identity guidechapter

corporate colours