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ADDING VITALITY TO THE EMPLOYER BRAND - Unilever, Guidelines
 

ADDING VITALITY TO THE EMPLOYER BRAND - Unilever, Guidelines

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ADDING VITALITY TO THE EMPLOYER BRAND - Unilever, Guidelines v2 (2005)

ADDING VITALITY TO THE EMPLOYER BRAND - Unilever, Guidelines v2 (2005)

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ADDING VITALITY TO THE EMPLOYER BRAND - Unilever, Guidelines ADDING VITALITY TO THE EMPLOYER BRAND - Unilever, Guidelines Presentation Transcript

  • Contents Welcome to your toolkit 3 Our activation standards 4 Brand introduction 5 Putting customers first 5 Building a brand 6 Making customers smile 8 The Peoplelink brandkey 9 Basic elements 16 Overview 17 Our look and feel 18 Icons/use of patterns 19 Colour palette 20 Use of colour 21 Typography 22 Using the Unilever logo 23 Photography 24 Stationery 25 Overview 26 Letterhead 27 Continuation sheet 28 Compliment slip 29 Envelopes 30 Business card 31 Address label/sticker 32 Forms (?) 33 1 EMPLOYER BRAND GUIDELINES APRIL 2005 Adding vitality to the employer brand Guidelines, version 2, May 2005 CONFIDENTIAL
  • Vitality and the employer brand Dear Colleagues The continuing success of Unilever depends largely on our ability to recruit and nurture the best talent in all areas of our operations. To position Unilever as the employer of our choice in all our markets, we need a strong and consistent brand and brand expression. Our new employer brand will be a stretch for some of us, but one that we can readily achieve. We all need to commit to fulfilling the brand promise if we are to build the capability we need to make the business win. The new employer brand is closely aligned with our overall vitality mission and brand. We need to project vitality in everything we do. The brand expression detailed in these guidelines will help us achieve that. Brand expression covers much more than just a logo. It’s about how we look, what we say, how we say it and how people experience Unilever. Correctly implemented, the new employer brand will help us position Unilever as a top choice for top talent. These guidelines will help you bring the new employer brand to life. It is important that everyone follows the principles outlined here consistently, so that we speak with the same voice. We want to attract the best of the best. This is the start of a journey to define and re-establish our leadership position externally. These guidelines should give you a flying start. Sandy Ogg Chief Human Resources Officer EMPLOYER BRAND GUIDELINES APRIL 2005 P R I N T G O T O< <I N D E X
  • 1 Employer brand 1 The need for change 2 Who we want and what we offer 3 Our brandkey 5 2 Bringing the brand to life 6 Overview 7 Communication model 8 Substantiation stories 9 Customer journey 10 Communications planning 11 Campaign advertising 13 Other communication materials 24 Campaign activation 29 3 Construction guidelines 34 Basic principles 35 Campaign advertising 39 Ad-hoc (below the line) recruitment advertising 49 Event posters and banners 54 4 Artwork assets 57 Overview 58 ‘Could it be U’ line and logo library 59 Visual reference – photography assets 60 Visual reference – recruitment advertising 61 Photography library 62 Ready-made templates 63 5 Contact/help 64 Contents EMPLOYER BRAND GUIDELINES APRIL 2005 This guide is about how to express the Unilever employer brand worldwide – both visually and verbally. It contains strategy principles, the do’s and don’ts of our visual identity and practical examples. It is for use by everyone in Unilever involved in recruitment and specifically those who brief, create or manage the production of communication material. It replaces all previous versions of our employer brand guidelines and should be read in conjunction with the Unilever brand guidelines.
  • Section 1 Employer brand 1 EMPLOYER BRAND GUIDELINES APRIL 2005 P R I N T G O T O< <I N D E X The need for change 2 Who we want and what we offer 3 Our brandkey 5
  • The need for change The Unilever employer brand is changing. The catalyst is the new Unilever corporate brand and mission – we need to project the idea of vitality in everything we do. Our vitality mission will stretch us as an organisation, demanding more innovation, more engagement with the outside world, and still greater commitment to making a difference to people’s lives. We need to attract the best talent and develop their capabilities to achieve that mission. P R I N T G O T O< <I N D E X2 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 1 EMPLOYER BRAND The change comes at an opportune time for us. The recruitment of best talent has become a more and more competitive task. Unilever has to compete with ever more sophisticated and more aggressive recruitment techniques of traditional employers, and with new (and therefore compelling) propositions from the high tech players. Worse still, in many parts of the world, the FMCG sector is seen as staid, boring, and slow. We’re no longer attracting the top tier of candidates. We need to change all that. We need to shift perceptions among candidates about what kind of employer we are. Moreover, Unilever must address a talent pool whose expectations of employment and careers have changed. They tend to be less committed to long or mid term employment, more demanding of training and development, more interested in employer values and social responsibility, and more concerned about work-life balance. Based on this, we have redefined our brandkey insight as – they want to make an impact on their career, their life, the business, society and the way people see them. We need them to see us as first division. And we need to target the very best people, rather than attracting a huge range of potential candidates of widely varying calibre. Clearly there is a real need in this environment for Unilever to be more assertive and coherent in the presentation of its employer credentials. The vitality mission will help us do that. We need to speak louder and more compellingly about our achievements in adding vitality to life. And we need to show people that work at Unilever is challenging, stretching and exciting – in other words, that we add vitality to business life.
  • 3 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 1 EMPLOYER BRAND P R I N T G O T O< <I N D E X Who we want… In a nutshell, the best of the best. We’re looking for people who want to do real business, and who are committed to making a difference. We want people who understand the enormous potential and excitement of brands. We want them to be enthusiastic, creative and rigorous, to be hungry for success, have empathy for others, and be confident in teams. Above all, we want people who share our fundamental values – care, connect, create and act. care Respect is central to the way we behave. We care about individuals, about our impact on the communities and the environment, and about the social impact of our brands. connect We need to work well in teams and across conventional business categories. We also place high importance on connecting with the world around us – with consumers, with trends, and with innovation in other industries. create We are creative thinkers, constantly seeking new ways to inspire and excite consumers, and to innovate in all areas of the business. act We need to be able to translate ideas into decisive action, take on big challenges, and have the passion to make the business win. P R I N T G O T O< <I N D E X
  • …and what we offer Our target candidates are demanding people who want to make an impact. We need to offer a deal that matches both their needs and aspirations as well as our business needs. They need to understand that Unilever offers them more space and more opportunities to achieve their potential in their own way than other firms. By this we mean: respecting the individual and his/her personality and giving them ownership of their careers by helping them to make informed choices. Four key benefits get this idea across. 1. We’re the home of brand marketing excellence. 2. You’ll learn from the best. 3. A rich, diverse, challenging work environment. 4. A global business with truly local connection. To be effective, they need to be backed up by evidence and stories. In our brandkey – Reasons to believe – we provide evidence of these benefits. There are some examples in the pages which follow, (see page 9, Substantiation stories), but the best ones will come from your own regions and own experience. 4 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 1 EMPLOYER BRAND P R I N T G O T O< <I N D E X
  • INSIGHT COMPETITIVE ENVIRONMENT TARGET I want to make a real difference • Passionate people who want to do real business and have the potential to be highly motivated by brands. • Enthusiastic, creative and rigorous. Hungry for success, with an empathy for others, and confident in teams Reputable organisations playing for top talent REASONS TO BELIEVEVALUES DISCRIMINATORBENEFITS Unilever offers me more space to achieve my potential in my own way • Care: accountable & responsible of our actions, and embracing diversity • Connect: in & out to gain deep insight of diverse people’s lives • Create: constantly seeking new ways to inspire and excite consumers • Act: and challenge with the passion to make the business win • Working in the worldwide home of brand excellence where you can make a real impact • Learning from the best, both internally and externally to build your skills • Experiencing a rich, diverse, challenging work environment • Contributing to an international business that is truly locally connected thereby feeling good about my work, having fun and getting more out of life • Winning brands connecting with 150 million people every day • A successful and respected company with international team working and meaningful local jobs • Inspiring leaders and passionate people enable world class training and personal growth • Open culture where individuals and differences are valued • Socially responsible globally and locally Adding vitality to business life ESSENCE ROOT STRENGTH Expertise in brands and branding International business that is truly local World class training Longevity/stability All Unilever brands – from Dove to Magnum – have a brandkey. It is our proprietary tool for defining and developing our brands. The brandkey is extremely useful for a number of reasons: It is a simple summary of our brand, that makes it easy for everyone to understand what makes it special and what it stands for. It is designed to inspire everyone involved with the brand to think creatively about how to bring the brand to life for customers: sparking ideas for new product development and communications. It’s a vision for how the brand should be at its very best. It also provides a framework for the brand, setting limits for development, and ensuring that the power of the brand is not diluted. If a new idea does not fit the brandkey, it is not right for the brand. Brandkeys are the basis for consistent communications and development. However, they are not fixed in eternity. They should be periodically reviewed in the light of emerging customer trends and issues and commercial opportunities, in our case our business strategy and our people’s capability needs. The brandkey should be a living tool. This is why we’ve developed our brand key in line with our new corporate brand and vitality mission, including a new addition – root strength. This focuses on the key strengths of Unilever. They may not be the benefits we focus on in selling our message, but they are fundamental to our success. Our brandkey vision 5 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 1 EMPLOYER BRAND P R I N T G O T O< <I N D E X CONFIDENTIAL – FOR INTERNAL USE ONLY
  • Section 2 Bringing the brand to life 6 EMPLOYER BRAND GUIDELINES APRIL 2005 P R I N T G O T O< <I N D E X Overview 7 Communication model 8 Substantiation stories 9 Customer journey 10 Communications planning 11 Awareness campaign advertising Overview 13 Advertising summary – key elements 14 – 1. Facts and stories 15 – 2. Headline 16 – 3. Body copy 17 – 4. Visuals 18 – 5. Could it be U 19 – 6. Product brand logos 20 Formats – portrait/landscape 21 Ready-made executions 22 Governance on creating new ads 23 Other communication materials 24 Ad-hoc (BTL) recruitment advertising - 2 formats 25 Website 26 Literature 27 Office environment 28 Campaign activation Overview 29 Essence, platform and idea 30 Guideline principles for recruitment events 31 Activation examples 32 – Exhibition materials 33
  • Overview The Unilever Employer Brand was established in September 2000 as a single global vehicle through which Unilever could articulate its employer credentials in a focused and consistent way. The employer brand is now entering a new phase of development. It needs to embrace the Unilever vitality mission and brand, and it needs to step up a gear in attracting the very best talent. It must also develop more sophisticated tools for performance monitoring and segmentation. The new employer brand is based on an advertising campaign and an activation platform designed to attract a higher calibre of candidates. Both the campaign and the activation platform use the idea of ‘challenge’ – challenging candidates’ perceptions of the FMCG sector, of Unilever, and of themselves. The underlying question is whether they are good enough for Unilever – candidates need to consider how well they fit with the company and its values. The advertising campaign is based around surprising or impressive business facts that challenge candidates’ perceptions of the FMCG sector or of Unilever itself, encouraging them to reconsider Unilever as a potential employer. It uses the endline, ‘Could it be U’ to pose a challenge either to recruits or to Unilever. The activation platform is also based around the idea of challenge. Activations should be designed around Unilever challenging candidates to do something, candidates challenging themselves, or candidates challenging Unilever. This is a new direction for the employer brand, and one where we can make a big impact. The following guidelines will help you bring the campaign and the activation platform to life – creating a more relevant and more dynamic employer brand that reflects our overall vitality mission and brand. 7 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X
  • SINGLE HIGH GROUND THOUGHT UNIFYING CREATIVE VEHICLE CORE COMMUNICATION THEMES SUBSTANTIATION (Stories) WORKING THROUGH MULTIPLE MEDIA ADDING VITALITY TO BUSINESS LIFE INTERESTING AND SURPRISING STORIES/ FACTS ABOUT UNILEVER THE HOME OF BRAND MARKETING EXCELLENCE LEARNING FROM THE BEST RICH/ DIVERSE EXPERIENCES INTER- NATIONAL BUSINESS WITH TRULY LOCAL CONNECTION HELLMANN’S OMO/SKIP NUMBER 2 KALAHARI YELLOWSTONE Our employer brand is more akin to a service brand than an FMCG. Like service brands it requires a more flexible communications vehicle that can embrace a broad range of communication themes and substantiating messages. Our model works like this: – a single high ground thought: “adding vitality to business life” – the brand essence – a unifying creative vehicle: interesting and surprising stories or facts about Unilever – with an authoritative consistent art direction – the four communication themes identified as benefits in the Brandkey – substantiated by interesting and compelling Unilever stories Communication model 8 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X
  • Our target candidates need to understand that Unilever offers them more space and more opportunities to achieve their potential than other firms. Four key benefits get this idea across. To be effective, they need to be backed up by evidence and stories like the examples given here. 1. THE HOME OF BRAND MARKETING EXCELLENCE Portfolio of world class, high profile and constantly evolving brands; 150m people using everyday • Every day 150 million consumers in over 100 countries use our products. • We’ve been writing the rules of branding for over 100 years – from the world’s first brand, Sunlight soap, to world-class brands like Dove, Omo, Flora, Lipton, and Knorr. • We do some of the most creative marketing in the world. Dove’s ‘real beauty’ campaign is shaking up the beauty industry. Omo’s ‘dirt is good’ campaign encourages kids to get dirty – because that way they can get more creative. Brand activation like the Flora marathon is world-famous. • We’re now focusing on a smaller number of great brands. And our vitality mission concentrates our efforts on healthier products that help people get more out of life. So our brands are going from strength to strength. Substantiation stories – examples 2. LEARNING FROM THE BEST World class training programs. World class collaborators. World class mentors • Our training programmes are world class. Our leadership development programme, for example, was developed with Harvard Business School and is recognised as one of the best in the world. In India, Unilever is known as ‘the school for managing directors’. • We work with the best advisers, the best suppliers and the best agencies in the world. For example, Ann Gottlieb, the goddess of fragrance, helped design our Calvin Klein fragrances. • We give people the opportunity to work with world-class mentors. For example, our Chief Marketing Officer, Simon Clift, was voted Marketer of the Year in the UK in 2004. 9 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X 3. A RICH, DIVERSE, CHALLENGING WORK ENVIRONMENT Challenging, dynamic working environment where diversity is valued • We have a hugely diverse workforce, which is an enormous strength. And we’re making sure there’s real diversity at every level of the business. • Challenge is a way of life at Unilever – at every level. We constantly improve the way we work and get deeper insights into consumers’ lives. Whatever part of the business you work in, you’ll be finding new ways to add vitality to life. • We’re committed to making a difference to society through our work with communities and the environment. We aim to source all our fish from sustainable fisheries. We’re reducing our energy use throughout our supply chain. We have projects ranging from basic hygiene campaigns to boosting girls’ self esteem in underprivileged communities. And we’re creating brands that have a huge social impact – like Annapurna salt, which helps tackle iodine deficiency in the developing world. There’s the chance to work on projects like these everywhere. 4. A GLOBAL BUSINESS WITH TRULY LOCAL CONNECTION Global business with enormous reach/ potential for travel & exposure; informed by fantastic local insight • We’re truly global, employing more than 220,000 people in 100 countries worldwide. There are opportunities to travel, to move around, and to work with people from many different nationalities. • We need local insight in creating, extending and activating our brands. Our Axe Republic team, for example, spends a lot of time in the spaces where young men gather to have fun all round the world. • While some things are centralised, we leave a lot of space for local initiative, local management, and local brand activation. Research is a case in point: based on local insight, we develop ideas and innovation globally, and our research centres are spread around different regions of the world.
  • Unilever want you to challenge us and well as us challenging you. By challenging people we find this the best way to measure develepement and progress. Our book has been designed to Book of challenges Get the best out of a Unilever future application form I want to be in the house Find out more about the Housemate challenge and the opportunity it gives you having a future with us. The new campaign aims to direct prospective candidates to a local Unilever website. This features campaign stories and supplies information about Unilever career prospects. ❶ Raise awareness – campaign advertising Creates awareness and guides prospective candidates to the Unilever website. ➋ Locally targeted communication based on activation platforms Posters follow the advertising campaign in terms of style and content. Random objects placed around the campus create awareness of associated recruitment activities such as the Housemate Challenge (i.e. win a year travelling round the world). ➌ Unilever communications (existing) – recruitment fair stands Stands combine campaign theme with Unilever corporate look and feel. ➍ Giveaway bags Include a mix of corporate and locally targeted activation materials. For example a corporate magazine, a book of challenges (students suggest ways to improve Unilever products) and a reply paid card for the Housemate challenge. ➎ Go to interview at Unilever offices Candidates experience Unilever vitality in the workplace. ➏ Get offered a job Receive a surprising, irresistible welcome pack accompanying an offer letter. Customer journey 10 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X Unilever PLC Registered in London number 41424 Registered office Port Sunlight, Wirral, Merseyside CH62 4ZD Mr Andrew Other Address line one Address line two Address line three Address line four Address line five 1 July 2005 Dear Andrew Position of Brand Manager – HPC Thank you for attending the interview last week at our London offices. We are delighted to offer you the position of Brand Manager. Uliquip ex ea eum iriure dolor in hendrerit in vulputate velit esse molestie nulla facilisis at vero eros et accumsan et iusto odio delenit augue duis dolore te feugait nulla facilisi. Lorem elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore Ut wisi enim ad minim veniam, quis nostrud exercitation nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam suscipit lobortis nisl ut aliquip ex ea commodo. Duis autem vel eum iriure dolor in hendrerit in vulputate eliteu feugiat nulla facilisis at vero eros et accumsan et iusto option congue nihil imperdiet doming id quod mazim placerat. Ut wisi enim ad minim veniam, quis nostrud exerci tation. nonummy nibh euismod tinci dunt ut laoreet dolore Ut wisi enim ad minim veniam, quis nostrud exercitation nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam suscipit lobortis nisl ut aliquip ex ea commodo. Yours sincerely Sender’s Name Title/Department c.c. Forename Surname Unilever Europe Peoplelink Unilever House Blackfriars London EC4P 4BQ T: +44 (0)20 7822 5252 F: +44 (0)20 7822 5951/5898 www.unilever.com Welcome aboard Whatever it is, it’s in here Handbook 2005 Welcome to Unilever, inside is everything you need to know to get you started, to get you noticed and get you fitting in. Can you make the Palm tree out of the seven shapes? Keys to the door. You’re in the house Dear Nikki Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in Gendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat Sarah Leigh laoreet d ullamcorla corper puGendrerit in vulpu naccumsan et iusto od reilisi. Lorem ipsum d dout laoreet dolore mag enim aUt wisi enim ad mUt wisi enim commcommodo Jo in th e Unile ve r house fo r a ye ar and find out w w w. un ile ve r.c om /h ou se m at ec ha lle ng e Fancy the challenge? Our mission is to add vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life ➋ ➌ ➍ ➎ ➏ ❶ RAISE AWARENESS LOCALLY TARGETED COMMUNICATIONS BASED ON ACTIVATION PLATFORMS UNILEVER COMMUNICATIONS LOCAL UNILEVER WEBSITE
  • Business target Brand vision Brand audit Objectives Activities Scorecard (recruitment) (vitality essence) (opportunities & issues) (attitudes / behaviour) (communication / activation) (attitudes / behaviour) The model works from top to bottom, beginning with three sets of inputs (1) leading to a list of objectives (2). An activity plan (3) is then put together to achieve these objectives and a scorecard (4) is devised to measure the results. Of the three inputs, the first represents the business needs for the coming year (a), the second represents the mid-term future (b) (3-5 years) and the third set of inputs describes the present (c). The objectives (the what we need to do) must include moving the brand towards the vision as well as the annual plan targets. The activities plan will outline how these objectives can be met. The scorecard poses the question ‘Did we…?’. The business targets are about recruitment – qualitative and quantitative – and they should cover all work levels. The brand vision is to adding vitality to business life. Brand audit is about understanding the issues and opportunities in your particular country. What has worked, what hasn’t? Depending on whether you are nearer or further from the vision will influence the amount of time/money it is going to take to get there. Communications planning 11 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X ➋ ➌ ➍ ❶ ❶ ❶ (a) (b) (c)
  • Objectives • Should relate to attitudes and behaviour e.g. increase graduate perception of Unilever as a vital business Fill graduate trainee vacancies • Should be measurable e.g. increase graduate perception of Unilever as a vital business from X% to Y% over 12 months X% of those seeing the ad(s) should visit the website • Need to be prioritised – you can’t do everything at once Communications planning (cont’d) Activities The heart of the plan is the schedule of activities – this involves both communication and activation. These are some of the key questions you may want to ask before making decisions in either of these areas. • How to demonstrate vitality? • How to differentiate from competitors? • How to use communication and activation synergistically? • How to divide the budget? • Which universities to target? a) Communication More specifically on communication, you will have preferences as to which of the creative executions will work for you. You may have some local stories that you want to work up as well. You’ll need to decide between single and double page spreads – frequency versus impact. In this case, the agency has done a tremendous job of making the single page almost as impactful as the double. As an alternative, therefore, you may want to spend the money on multiple single page insertions for additional impact. Remember Vitality – try and create some surprise by the sort of publications you choose e.g. a listings magazine or an adventure holiday catalogue. Think what other forms of communication you are going to need including those linked to activation. • Which executions? • Single versus double pages? • Number of insertions per magazine? • Which magazines? • Other channels? b) Activation The activation platform is Could it be U challenges. You need to think what has worked before and whether it could be adapted to this framework. What new ideas might create more of an impact? A lot of this will be your judgement but you may want to think how you could learn from experimentation – trying something out on a small scale somewhere. • What has worked before? • What has worked in other countries? • How to adapt to the new platform? • What kind of Unilever challenge? • How to experiment? Scorecard The scorecard captures the relationship between the objectives, activities and the measures that track progress and results. It should describe your targets and who is accountable for them and it should show the status of your progress towards achieving your target. 12 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X For more information on the scorecard please visit: http://scorecards.unilever.com For more information on communication planning, please visit: http://marketingacademy.unilever.com
  • As the recruitment market becomes more competitive, it is imperative that we stand out from the competition. Thus we have switched our focus from ‘You, the candidate’ to ‘We, the business’, because potential recruits have to know more about our company and how they see themselves fitting in, and to understand what we offer. This means that all aspects of the campaign aim to bring to life both the interesting, surprising aspects of the business that Unilever is, and how this reflects the values that make Unilever a unique and diverse working environment. The advertising campaign, combined with local initiatives designed to engage and challenge candidates, will encourage the best people to work with us. Awareness campaign advertising overview 13 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X
  • Advertising summary The advertising is based on using intriguing and surprising facts about Unilever which are brought to life in a way that challenges peoples perceptions of Unilever. The advertising’s main role is to drive people to the website where they will receive further information on Unilever as a business and as a compelling career option. There are six key elements to the advertising and each of them work together to create a whole that is compelling and motivating to candidates: 1. Facts and stories 2. Headline 3. Body copy 4. Visuals 5. Could it be U 6. Product brand logos Use the following pages as a brief to help you when translating and producing artwork for the awareness advertising campaign. Always use and advertising copywriter to translate the ads. 14 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X
  • 1. Facts and stories The key to the advertising is finding and portraying in an interesting way a surprising fact about Unilever that is relevant to your market. The key themes are the benefits reflected in the new Vitality Brand Key. 1. Brand excellence 2. Rich, diverse experience 3. Learning from the best 4. International business with truly local connections See pages 5 and 9 for full details. The awareness campaign advertising uses stories that are engaging and interesting for their target audiences. Our stories/facts have been carefully selected to fulfill the following judgement criteria: • they are challenging and surprising • they are unique and ownable • they work in the context of recruitment • they relate to one of the key themes • they are culturally relevant Copy clearance: As with all advertising, it is imperative to obtain local clearance with the legal department, external relations and relevant project owners. Where necessary, the advertising must abide by local regulations without taking an overly cautious approach. 15 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X
  • The tone of the advertising is serious, challenging and matter of fact. It is also only a soundbite, not a long copy ad. The full story should always appear on the website at the same time as the ad is running so that the reader can appreciate the complete story. The headline should be a statement of fact rather than a ‘spin’ or emotional twist. The construction of the headline is based on the challenge inherent in the Could it be U sign off. The headline should place the interesting, surprising fact squarely at the heart of the concept, and call for people displaying a similar set of values to apply. For example: We…(essence of fact), we need people who…(example of value/attribute) For example: We believe dirt is good. Not surprisingly we’re looking for people who aren’t afraid to get their hands dirty. 2. Headline 16 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X
  • Body copy helps further explain and broaden the story to apply to the whole of Unilever. It further describes the type of individuals we are seeking, as well as making a promise to them of what they will get out of a career at Unilever. It is important to ensure there is a balance between the ‘we’ and ‘you’ message in the copy so that the ad does not feel like a corporate message but one for recruitment. Also, if your story is about a specific brand (e.g. Persil), always refer to the brand as early as possible in the body copy. Always include a call to action, directing people to the global or local careers website. 3. Body copy 17 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X
  • The visuals that accompany the copy for the ads should have a level of vitality to them. They should feel bold, interesting and surprising. The images need to support the fact. They can be either full-bleed photographs or illustrations. 4. Visuals 18 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X
  • The Could it be U end line is the key thought behind the campaign. This thought not only forces the target audience to evaluate themselves against the challenge set up by the Unilever story, but also shows a vast step change in the way Unilever is talking about itself. Could it be U therefore has two clear messages – could it be you (individual challenge) and could it be Unilever (business challenge). Please note that the Could it be U end line is for use in advertising and activation materials only and is not a sub-brand of the new Unilever identity. The Could it be U end line artwork should never be translated. However, should local legislation require a translation to appear on the execution, please position as shown in the example. 5. Could it be U 19 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X Translationpositionedhereifrequired
  • To help create awareness of the scale and scope of our business it is important that where appropriate, brand logos are included in the strip at the bottom of the ad. When the story of the ad is about a specific brand, e.g. Persil, the Persil logo is the first logo on the left. There should be a mix of local and global brands as well as HPC and Foods and if relevant, an ‘unexpected’ brand should be included (e.g. Ben & Jerry’s or Calvin Klein). Please see the specific construction guidelines for details on the number of logos, spacing etc. 6. Product brand logos 20 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X
  • The six key elements are always combined in the same manner, but lend themselves to a variety of formats in both portrait and landscape orientation as shown here. Formats – portrait/landscape 21 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X Single page: 230mm x 307mm 150mm x 250mm Strip: 361mm x 80mm Double page spread: 440mm x 307mm
  • To get you started we have supplied a selection of ready-made executions of the advertising, incorporating the themes shown here. You may use these files exactly as they are, or use them as templates to translate and construct your own executions. Please see the Assets section for details of what is available. Additonal ready-made executions will be made available throughout the year. Please see the Unilever brand centre for updates. Ready-made executions 22 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X Awaiting image license approval
  • Wherever possible, you should use the ready-made executions we have supplied. These may also be used as templates to be translated and resized as required. Additional ready-made executions will be made available throughout the year. Should the existing ready-made executions be unsuitable for your business objective, please follow the governance detailed here for creating a new execution. Governance on creating new ads 23 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X Governance for creating new stories Ensuring execution excellence To ensure that execution excellence is consistent and to avoid diluting the concept or damaging Unilever reputation, all new advertising must follow this process: 1. Write a case for why an existing execution does not answer the business objective 2. Fill in ABC communication brief with details of the story. For ABC communication brief template, please visit: http://marketingacademy.unilever.com 3. Obtain brief sign off from regional and global brand guardian 4. Develop your ads with preferred partner agency BBH 5. Obtain sign off before going into production from Regional and Global brand guardian
  • Other communication materials New recruits are joining Unilever – a business that adds vitality to life. The advertising campaign has been designed to raise awareness of Unilever and drive people to the website. It has a very important role in attracting the right talent, but it is only one part of the task. Locally targeted communications will have an important role too, as will everyone and everything at Unilever. When planning your activities, you must consider the entire customer journey (see page 10). The materials and guidelines have been designed to fit a range of possible communications objectives. It is important that you establish your communication objectives, clearly define your target audience and understand the competitive environment. 24 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X
  • The design of the recruitment advertising contains elements of the campaign advertising. Ads feature a bold headline to attract attention and the campaign endline – Could it be U. Depending on the publication and advertising budget, ads may appear in colour or black and white. The description of the position should detail the specific challenge of the job and mention the relevant product brand. The product brand logos may also appear on the recruitment advertising. Their use will depend on whether the publication in which the ad appears also contains the campaign advertising. Only use the product brand logos if the recruitment ad is appearing without any supporting campaign advertising. There should be a mix of local and global brands as well as HPC and Foods and if relevant, an ‘unexpected’ brand should be included (e.g. Ben & Jerry’s or Calvin Klein). Please see the specific construction guidelines on page 37 for details on the number of logos, spacing etc. Ad-hoc recruitment advertising 25 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X
  • The website activity is a critical part of the campaign, as the main objective for the advertising is to drive people to your website. It is important to ensure that the journey continues for the potential candidate and that there is a sense of challenge and surprise. Candidates cannot be let down once they arrive at the website. It should incorporate elements of the campaign, be matter of fact in the copy and navigation, and not have extensive forms or questionnaires. All stories featured in the advertising must first appear in full on the website. Full guidelines for the treatment of the career sites will be available later this year. Please prepare to change over all your existing separate recruitment sites onto your single country Unilever site. Website 26 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X
  • All literature will follow the look and feel of the corporate identity communicating the central theme of vitality. When designing new literature as part of your local activation, the look and feel should be Unilever. The content will include challenges from the advertising campaign and activation platform. This can be achieved by following a few basic principles: 1. Engage them in a serious tone of voice that is not corporate but matter of fact. 2. Achieve a balance between ‘We’ and ‘You’. 3. Incorporate surprising, impressive facts. 4. Challenge readers to think about their role. ‘Could it be U’ should only be used on advertising and activation materials. Do not use ‘Could it be U’ as a stamp. For more information on the design style of Unilever vitality materials, please see the look and feel section of the Unilever brand centre: thebrandcentre.unilever.com or thebrandcentreforsuppliers.unilever.com To keep costs down, please use our existing image library wherever possible. For a link to the Unilever image library, please visit: http://unilever.brand-imagesmm.com The photographic examples shown here are NOT freely available for use. To negotiate an image license for the cover image shown here, please contact: Jonathon Ryan, Getty Images, 101 Bayham Street, London NW1 0AG, tel: +44 (0)20 7428 5102, email: Jonathon.Ryan@getty-images.com Literature 27 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X
  • Branding of the office environment follows the Unilever corporate identity. Bringing the vitality of the new Unilever brand to life in the workplace enables all Unilever’s workspaces (no matter where they are in the world) to feel as if they are part of one family. Vitality in the workplace will: – unify/simplify in the spirit of one Unilever – bring Unilever and its brands closer – help stimulate a vitality culture – improve communication within the whole of Unilever and also between departments/divisions – connect departments and people through a common experience – improve navigation through space Your workspace should: – feel unmistakeably Unilever’s – reflect one company, with different functions – be visually stimulating – be easy to navigate through – encourage interaction For more information, please download the Workplace guidelines from the Unilever brand centre: thebrandcentre.unilever.com or thebrandcentreforsuppliers.unilever.com Office environment 28 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X
  • Campaign activation overview All communications need to be developed around the activation platform – Could it be U challenges. The advertising campaign begins the dialogue with recruits by presenting interesting facts to the reader, challenging people to reappraise Unilever and driving them to the website. As personal interaction is the most successful and credible way we can change candidates’ perception of Unilever, it is essential that everything we do is based on the activation platform. The activation and the work that follows creates excitement around the activity and gets consumers to engage with the brand in a unique way. All activation should be on brief and be something different that will excite our target audiences. Without a consistent message being delivered in a consistently challenging way – from advertising to activation – we will be unable to maximise the campaign potential. The activation platform needs to provide strategic clarity and a clear focus for creativity. 29 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X
  • Adding Vitality to Business Life Bringing Unilever Business to Life Could it be U Core strategic thought that will help people interact with the company in a distinctive and meaningful way. The Activation Platform needs to bring to life the essence of the brand. Creative idea that can work across multiple communication channels. Brand Essence Activation Platform Activation Idea Essence, platform and idea 30 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X The brand essence as shown in the brandkey is: Brand Essence: ‘Adding vitality to business life’ The activation platform needs to bring to life the brand essence and help people engage with the brand in a meaningful way. Activation Platform: ‘Bringing Unilever Business to Life’ Once established, the activation platform provides a starting point for the activation idea. For this campaign the activation idea reiterates the challenging, surprising aspect of the endline from the advertising – Could it be U. Activation Idea: ‘Could it be U Challenge’ Could it be U Challenge works in a number of ways for activation. It allows three broad ways to approach the challenge framework. When developing activities, they should fit within at least one of the three challenge statements and ideally provide support to more than one to provide a varied mix: Could it be U can be expressed by: • Unilever challenges you (e.g. business challenge or apprenticeship) • Challenge yourself (e.g. online personality testing) • Challenge Unilever (e.g. think of ways to improve our products) To avoid becoming too corporate focused, find the balance between us and you.
  • Guideline principles for recruitment events 31 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X Beyond the advertising, recruitment events are a critical part of the selection process and are an excellent way of engaging and interacting with candidates. When we meet with recruits we must be enthusiastic about Unilever and the work that we do in order to engage them and make them enthusiastic in turn. Events need to bring Unilever to life to help candidates better understand and be challenged by the complexities of the FMCG industry and our business. Guidelines to evaluate recruitment events: 1. Brand essence Ensure that all ideas maintain the brand essence ‘Adding vitality to business life’ 2. Activation platform Be true to the activation platform and ensure that every activity has an element of the local Unilever business or brands – the goal is to help prospects better understand the complexity and challenges of Unilever business and the FMCG industry. 3. Activation idea – challenge Maintain a sense of challenge in all activation ideas. Challenge prospects’ perceptions of Unilever and get them to challenge themselves to see if they fit with Unilever. 4. UEB values A key differentiator for Unilever are the values. All activation ideas and executions need to be evaluated against the core values as identified in the brand key. 5. Create a connection All activities should be interactive, not passive – make a connection, be interactive and engage people in thinking about the business. It is imperative to select the right mix of employees (young managers who can relate to students as well as senior leaders who can challenge and inspire them) 6. Be different Graduates want to be challenged and stimulated – as per the advertising, they are open to new and different approaches to recruitment. Events need to be very different from the competition and need to be communicated differently.
  • Elements of the campaign activation include: 1. Awareness e.g. posters, postcards, installations 2. Promotional items e.g. giveaways, incentives 3. Event/exhibition displays e.g. stands, banners, graphics Please note that the Could it be U end line is for use in advertising and activation materials only and is not a sub-brand of the new Unilever identity. It should never be used as a ‘stamp’. Activation examples 32 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X Join the Unilever house for a year and fin d out w w w.u nile ve r.co m /h ouse m ate ch alle nge Fancy the challenge? application form I want to be in the house Find out more about the Housemate challenge and the opportunity it gives you having a future with us. Can you make the Palm tree out of the seven shapes? Unilever want you to challenge us and well as us challenging you. By challenging people we find this the best way to measure develepement and progress. Our book has been designed to Book of challenges Get the best out of a Unilever future Keys to the door. You’re in the house Dear Nikki Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in Gendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat Sarah Leigh laoreet d ullamcorla corper puGendrerit in vulpu naccumsan et iusto od reilisi. Lorem ipsum d dout laoreet dolore mag enim aUt wisi enim ad mUt wisi enim commcommodo Awareness: postcards and posters Promotional items, giveaways, incentives Promotional activities: The Housemate Challenge
  • Our mission is to add vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life application form I want to be in the house Find out more about the Housemate challenge and the opportunity it gives you having a future with us. Unilever want you to challenge us and well as us challenging you. By challenging people we find this the best way to measure develepement and progress. Our book has been designed to Book of challenges Get the best out of a Unilever future Exhibition stands Should be predominantly Unilever following the corporate vitality style. Event posters Support materials such as posters or banners will follow the campaign theme ‘Could it be U’ to provide a link for those that have seen the advertising. Giveaways Exhibition giveaways will incorporate a balance of Unilever vitality and the campaign theme of Could it be U. Exhibition material 33 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 2 BRINGING THE BRAND TO LIFE P R I N T G O T O< <I N D E X
  • Section 3 Construction guidelines 34 EMPLOYER BRAND GUIDELINES APRIL 2005 P R I N T G O T O< <I N D E X Basic principles overview 35 Typography 36 Using the product brand logos 37 Use of the ‘Could it be U’ line and logo 38 Awareness campaign advertising Formats 39 Component overview 40 Photography 41 Headline 42 Body copy 43 Construction – double page spread 44 Construction – single page 45 Construction – 250mm x 150mm 46 Construction – landscape strip 47 What not to do 48 Ad-hoc (below the line) recruitment advertising 49 Components and formats 50 Construction – colour recruitment ad 51 Construction – black and white recruitment ad 52 Construction – mono small space recruitment ad 53 Event posters and banners – formats 54 Construction – event poster 55 Construction – portrait banners 56
  • Basic principles overview The following pages contain specifications for producing advertising artwork for the Could it be U campaign. Ready-made executions of the examples shown here are supplied for your use. These can be tailored to fit different publications or used as a design template for translation. Many of the key elements of this section (typography, Could it be U endline and the use of product brand logos etc.) are common to all the executions – campaign advertising, event posters and recruitment advertising – and so should be read in conjunction with other more detailed construction guidelines. 35 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X
  • Both the campaign and recruitment advertising uses our corporate font, Frutiger Roman, set in upper and lower case. Recruitment advertising uses Frutiger Roman for headlines and body copy, whilst Frutiger Bold is used for titles stating position and salary. Typography Frutiger Roman abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Frutiger Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 36 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X
  • Product brand logos are placed at the bottom of the following executions: single page, double page spread, 250mm x 150mm, landscape strip, recruitment ads and posters. Size The logos must be fairly small but clearly visible and need to be spaced evenly. Spacing and alignment In a Single Page, Double Page Spread, 250mm x 150mm and a Landscape Strip, the logos must range with the body copy as shown in example A. They need to be placed at least 10mm away from any trim area, panel edge, copy and the Unilever logo. On smaller executions like recruitment ads, the 250mm x 150mm and the strips, this distance can be reduced to 8mm to allow all the elements more space to fit. In recruitment ads the logos range full width, leaving enough safe area either end as shown in example B. They need to be placed a safe distance away from any trim area, panel edge, copy and the Unilever logo. Selecting product logos As a rule the first logo must be the same as the subject of the execution. For example, in the Yellowstone executions the subject is detergent bottles, so the first logo is Persil. Choose a mixture of both HPC and Foods logos from brands that are present in your market. As product brands can have a variety of different logos worldwide, always show the logo that is used in your market. Using product brand logos 37 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X RANGED 10mm 10mm A. B. SAFE SAFE SAFE SAFE RANGED Reproduction Follow the relevant product brand guidelines for use of logos in colour and black and white NOT the examples shown here or given in the ready-made examples. SAFE 10mm
  • Logo size and position The size of the Unilever logo is dependent on the size of the execution itself. The example shown is a 27mm logo from a double page spread shown at actual size. The logo should always be positioned at least 10mm away from any trim area, panel edge and the Unilever logo, and then centred vertically. On smaller executions like recruitment ads, the 250mm x 150mm and the strips, this distance can be reduced to 8mm to allow all the elements more space to fit. These specifications are suitable for the ready- made examples at the sizes given. Should you resize the executions to fit a given publication, please ensure that you respect the minimum clear space around the Unilever logo. For detailed guidelines, please see the logo section of the Unilever brand centre. The Could it be U line and logo has been created as professional artwork for your use. These should never be translated. There are two sizes available: – standard size (supplied with a logo height of 100mm for ease of scaling) for use 16mm and above – reduced size (supplied with a logo height of 15mm) Please see p59 for more details. The endline and logo always prints Unilever Blue (C: 100, M: 57, Y: 0, K: 2) on a white background. Use of the ‘Could it be U’ line and logo 38 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X 10mm 10mm 10mm 10mm 10mm Translationpositionedhereifrequired Should local country legislation require a translation of the end line to appear on the execution, this should be positioned as shown above.
  • Awareness campaign advertising formats 39 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X The six key elements are always combined in the same manner, but lend themselves to a variety of formats in both portrait and landscape orientation as shown here. Single page: 230mm x 307mm 150mm x 250mm Strip: 361mm x 80mm Double page spread: 440mm x 307mm
  • There are key elements to the advertising and each of them work together to create a whole that is compelling and motivating to candidates: ❶ Facts and stories, which provide the material for the headline and body copy (see page 9) ➋ Headline (see pages 16 and 42) ➌ Body copy (see pages 17 and 43) ➍ Visuals (see pages 18 and 41) ➎ Could it be U (see pages 19 and 38) ➏ Product brand logos (pages 20 and 37) Component overview 40 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X ❶ ➋ ➌ ➍ ➎ ➏ ❶
  • The visuals that accompany the copy for the ads should have a level of vitality to them. They should feel bold, interesting and surprising. The images need to support the fact. They can be either full-bleed photographs or illustrations. The ready-made executions supplied for your use include the high resolution photography from the examples shown here: Yellowstone (Persil) Rugby players (Persil) Hellmann’s Runners Please note that the license for these images is for two years only and expires in June 2007. Photography 41 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X Yellowstone (Persil) Hellmann’s Rugby players (Persil) Runners
  • The headline should be set in Frutiger Roman, upper and lower case, left aligned. It needs to be positioned in a clear space on the image but at a safe distance from any trim area, panel edge and logo. Headline type reverses white out of the background image where possible, or prints Unilever Blue (C: 100, M: 57, Y: 0, K: 2) as an alternative where there is sufficient contrast. This example also has a drop shadow in Unilever Blue (C: 100, M: 57, Y: 0, K: 2) to make it more visible on lighter areas of the image. See page 16 for more information on tone of voice. Headline 42 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X
  • Body copy should be set in Frutiger Roman, upper and lower case, justified with final line left aligned and positioned within the white panel as shown. Body copy prints Unilever Blue (C: 100, M: 57, Y: 0, K: 2) on a white background. (The lower panel is always white.) In a single page, double page spread, 250mm x 150mm and a landscape strip, the copy needs to be placed as shown in example A. It needs to be at least 10mm away from any trim area, panel edge and logo. On smaller executions like the 250mm x 150mm and the strips, this distance can be reduced to 8mm to allow all the elements more space to fit. Body copy 43 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X 10mm 10mm 10mm A. 10mm10mm
  • Based on the example shown: Yellowstone DPS 307mm x 440mm ❶ Image The main image should be cropped to the size and position shown. ➋ Headline The headline is set in Frutiger Roman in white at 37pt, leading at 51pt and should be positioned as shown. It also has a drop shadow in Unilever Blue. For more information see page 42. ➌ White panel The white panel at the bottom should be deep enough to accomodate the copy and logos. ➍ Body copy The body copy is set in Frutiger Roman in Unilever Blue at 14pt, leading at 21pt and should be positioned as shown. For more information see page 43. ➎ Product brand logos The product brand logos should be positioned as shown. For more information see page 37. ➏ Could it be U and Unilever logo The Unilever logo should be positioned as shown. For more information see page 38. Construction – double page spread 44 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X ➋ ➌ ➍ ➎ ➏ ❶
  • Based on the example shown: Yellowstone SP 307mm x 230mm ❶ Image The main image should be cropped to the size and position shown. ➋ Headline The headline is set in Frutiger Roman in white at 28.5pt, leading at 37.5pt and should be positioned as shown. It also has a drop shadow in Unilever Blue. For more information see page 42. ➌ White panel The white panel at the bottom should be deep enough to accomodate the copy and logos. ➍ Body copy The body copy is set in Frutiger Roman in Unilever Blue at 9.5pt, leading at 14.5pt and should be positioned as shown. For more information see page 43. ➎ Product brand logos The Unilever logo should be positioned as shown. For more information see page 37. ➏ Could it be U and Unilever logo The Brand Logos should be positioned as shown. For more information see page 38. Construction – single page 45 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X ➋ ➌ ➍ ➎ ➏ ❶
  • Based on the example shown: Yellowstone 250mm x 150mm ❶ Image The main image should be cropped to the size and position shown. ➋ Headline The headline is set in Frutiger Roman in white at 21pt, leading at 28pt and should be positioned as shown. It also has a drop shadow in Unilever Blue. For more information see page 42. ➌ White panel The white panel at the bottom should be deep enough to accomodate the copy and logos. ➍ Body copy The body copy is set in Frutiger Roman in Unilever Blue at 8pt, leading at 12pt and should be positioned as shown. For more information see page 43. ➎ Product brand logos The brand logos should be positioned as shown. For more information see page 37. ➏ Could it be U and Unilever logo The Unilever logo should be positioned as shown. For more information see page 38. Construction – 250mm x 150mm 46 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X ➋ ➌ ➍ ➎ ➏ ❶
  • Based on the example shown: Yellowstone Strip 361mm x 80mm ❶ Image The main image should be cropped to the size and position shown. ➋ Headline The headline is set in Frutiger Roman in white at 20pt, leading at 28pt and should be positioned as shown. It also has a drop shadow in Unilever Blue. For more information see page 42. ➌ White panel The white panel at the bottom should be deep enough to accomodate the copy and logos. ➍ Body copy The body copy is set in Frutiger Roman in Unilever Blue at 8.7pt, leading at 13pt and should be positioned as shown. For more information see page 43. ➎ Product brand logos The Brand Logos should be positioned as shown. For more information see page 37. ➏ Could it be U and Unilever logo The Unilever logo should be positioned as shown. For more information see page 38. Construction – landscape strip 47 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X ➋ ➌ ➍ ➎ ➏ ❶
  • The Unilever logo always prints positive on a white background, Unilever Blue for colour executions and solid black for black and white executions. Never recolour the logo and never change the lower panel to a colour other than white. Never print the logo/endline reversed white out of the visual. Never change the position of the logo panel in relation to the visual. Never change the colour of the body copy or endline. What not to do 48 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X
  • Ad-hoc recruitment advertising The following pages provide information on the construction of print artwork for recruitment advertising. These pages should be read in conjunction with the pages on typography, Could it be U endline and use of the product brand logos at the beginning of this section. Templates for your use have been provided on the CD accompanying these guidelines. 49 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X
  • The design of the recruitment advertising contains elements of the campaign advertising. Ads feature a bold headline to attract attention and the campaign endline – Could it be U. ❶ Headline ➋ Position/salary title ➌ Description of position/job challenge ➍ Could it be U ➎ Product brand logos The description of the position should highlight the specific challenge of the job. The product brand logos may also appear on the recruitment advertising. Their use will depend on whether the publication in which the ad appears also contains the campaign advertising. Only use the product brand logos if the recruitment ad is appearing without any supporting campaign advertising. There should be a mix of local and global brands as well as HPC and Foods and if relevant, an ‘unexpected’ brand should be included (e.g. Ben & Jerry’s or Calvin Klein). Please see the specific construction guidelines on page 37 for details on the number of logos, spacing etc. Components and formats 50 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X ➋ ➌ ➍ ➎ ❶ ➋ ❶ ➋ ➌ ➍
  • Based on the examples shown: 200mm x 150mm ❶ Background colour The background colour is Unilever Blue (C: 100, M: 57, Y: 0, K: 2). ➋ Headline The headline is set in Frutiger Roman in white at 41pt, leading at 51pt and should be positioned as shown. For more information see page 42. ➌ White panel The white panel should be deep enough to accomodate the copy and logos with an 8mm border as shown and should be approximately 50% the height of the execution. ➍ Subheading and body copy The sub-heading is set in Frutiger Bold in black at 10pt. The body copy is set in Frutiger Roman in Unilever Blue at 9pt and should be positioned as shown. For more information see page 43. ➎ Product brand logos The brand logos should be positioned as shown. For more information see page 37. ➏ Could it be U and Unilever logo The Unilever logo should be positioned as shown. For more information see page 38. Construction – colour recruitment ad 51 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X ➋ ➌ ➍ ➎ ❶ ➏ In this execution the brand logos have been removed. All other elements stay the same size but the body copy and Unilever logo have been spaced out evenly vertically as shown.
  • 52 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X Based on the examples shown: 200mm x 150mm ❶ Background colour The background colour is 100% black. ➋ Headline The headline is set in Frutiger Roman in white at 41pt, leading at 51pt and should be positioned as shown. For more information see page 42. ➌ White panel The white panel should be deep enough to accomodate the copy and logos with an 8mm border as shown and should be approximately 50% the height of the execution. ➍ Subheading and body copy The sub-heading is set in Frutiger Bold in 100% black at 10pt. The body copy is set in Frutiger Roman in 100% black at 9pt and should be positioned as shown. For more information see page 43. ➎ Product brand logos The brand logos should be positioned as shown. For more information see page 37. ➏ Could it be U and Unilever logo The Unilever logo prints 100% black and should be positioned as shown. For more information see page 38. Construction – black and white recruitment ad ➋ ➌ ➍ ➎ ❶ ➏ In this execution the brand logos have been removed. All other elements stay the same size but the body copy and Unilever logo have been spaced out evenly vertically as shown.
  • Based on the examples shown: 80.5mm x 53mm ❶ Background colour The background colour is white. ➋ Headline The headline is set in Frutiger Bold in 100% black at 11.3pt, leading at 15.5pt and needs to be positioned as shown. For more information see page 42. ➌ Subheading and body copy The sub-heading is set in Frutiger Bold in 100% black at 9pt. The body copy is set in Frutiger Roman in 100% black at 8pt with 10pt leading and should be positioned as shown. For more information see page 43. ➍ Could it be U and Unilever logo The Unilever logo prints 100% black and should be positioned as shown. For more information see page 38. Construction – mono small space recruitment ad 53 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X
  • Event posters and banners follow a similar layout to campaign advertising. They include an image with visual impact, a well-written headline and the Could it be U endline with the Unilever logo. Event posters These are used to promote awareness of an event (i.e. on campus to promote a recruitment fair). Their key message is about an activity challenge and should include: – description of the challenge – visual of the challenge – details/action to be taken Detailed construction guides can be found on page 55. Event banners These are normally used at an event (i.e. a recruitment fair). Their key message is also challenge but they do not include the story/explanation of the key message. Event banners include: – description of the challenge – visual of the challenge Detailed construction guides can be found on page 56. Event posters and banners – formats 54 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X Event poster: A3 portrait Event banner: portrait
  • Based on the example shown: Lipton Ice Tea 420mm x 297mm ❶ Image The main image should be cropped to the size and position shown. ➋ Headline The headline is set in Frutiger Roman in white at 30pt, leading at 35pt and should be positioned as shown. It also has a drop shadow in Unilever Blue. For more information see page 42. ➌ White panel The white panel at the bottom should be deep enough to accomodate the copy and logos. ➍ Body copy The body copy details the action to be taken. It is set in Frutiger Roman in Unilever Blue at 11pt, leading at 16pt. For more information see page 43. ➎ Product brand logos The product brand logos should be positioned as shown. For more information see page 37. ➏ Could it be U and Unilever logo The Unilever logo should be positioned as shown. For more information see page 38. Construction – event poster 55 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X ➋ ➌ ➍ ➎ ➏ ❶
  • Based on the examples shown: Yellowstone and Hellmanns ❶ Image The main image should be cropped to the size and position shown. ➋ Headline The headline is set in Frutiger Roman in Unilever Blue at 23pt, leading at 32pt and should be positioned as shown. It sits within a white panel which is approximately 40% the height of the execution. For more information see page 42. ➌ White panel The white panel at the bottom should be deep enough to accomodate the Unilever logo. ➍ Could it be U and Unilever logo The Unilever logo should be positioned as shown. It should be full width allowing for a safe area around it. For more information see page 38. Construction – portrait banners 56 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 3 CONSTRUCTION GUIDELINES P R I N T G O T O< <I N D E X ➋ ➌ ➍ ❶
  • Section 4 Artwork assets 57 EMPLOYER BRAND GUIDELINES APRIL 2005 P R I N T G O T O< <I N D E X Overview 58 ‘Could it be U’ line and logo library 59 Visual reference – photography assets 60 Visual reference – recruitment advertising 61 Photography library 62 Ready-made templates 63
  • Artwork assets overview 58 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 4 ARTWORK ASSETS P R I N T G O T O< <I N D E X This section is a directory of all the elements that have been supplied to help you produce materials for the new Unilever employer brand. In it you will find artwork for the Could it be U endline, a library of high resolution photography and a selection of QuarkXpress templates for producing campaign advertising, recruitment advertising and event posters and banners.
  • Could it be The ‘Could it be U’ artwork provided on the CD has been supplied in Adobe Illustrator EPS format for professional print purposes. Artwork is supplied in solid black and Unilever Blue (as both a special colour and 4 colour process). The artwork comes in 2 sizes, standard size (100mm high logo for ease of scaling) for use 16mm high and above, and a reduced size version at 15mm. A directory of file names is shown here. All type has been outlined. The standard conventions of logo treatment apply. In particular, ensure that you respect the minimum clear space around the logo and make sure that the logo only appears on a white background. If you are unsure about any aspect of logo use, please visit the logo section of the Unilever brand centre for more precise guidelines: thebrandcentre.unilever.com or thebrandcentreforsuppliers.unilever.com Could it be U line and logo library 59 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 4 ARTWORK ASSETS P R I N T G O T O< <I N D E X File name Size Colour File format CIBU_1cs_ol.eps for use 16mm and above I colour special (Unilever Blue) Adobe Illustrator eps CIBU_4cp_ol.eps for use 16mm and above 4 colour process (Unilever Blue) Adobe Illustrator eps CIBU_bs_ol.eps for use 16mm and above black solid Adobe Illustrator eps CIBU_1cs_ol_15mm.eps for use at 15mm I colour special (Unilever Blue) Adobe Illustrator eps CIBU_4cp_ol_15mm.eps for use at 15mm 4 colour process (Unilever Blue) Adobe Illustrator eps CIBU_sb_ol_15mm.eps for use at 15mm black solid Adobe Illustrator eps
  • Visual reference – photography assets 60 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 4 ARTWORK ASSETS P R I N T G O T O< <I N D E X Runners: MO3092.tif Yellowstone: MO311.tif Persil/Rugby: MO3094.tif Hellmann’s: MO3073.tif and MO3075.tif Lipton: MO3112.tif Images for awareness campaign advertising and event banners Image for event posters
  • Visual reference – recruitment advertising 61 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 4 ARTWORK ASSETS P R I N T G O T O< <I N D E X These recruitment ads are available as ready-made templates. See page 63 for more details. UEB_RECRUIT_ADS.qxd UEB_RECRUIT_ADS.qxd UEB_RECRUIT_ADS.qxd UEB_RECRUIT_ADS.qxd UEB_RECRUIT_MONO.qxd
  • File Name Document Size Pixel Dimensions Document Size (cm) Resolution Awareness campaign Runners MO3092.tif 65.2MB 3336 x 5120 28.24 x 43.35 300 Dpi Yellowstone MO311.tif 86.4MB 2821 x 8031 23.88 x 68 300 Dpi Persil/Rugby MO3094.tif 97.3MB 4941 x 5163 41.83 x 43.71 300 Dpi Hellmann’s MO3073.tif 192.9MB 7722 x 6549 65.38 x 55.45 300 Dpi MO3075.tif 254.6MB 5197 x 12844 44 x 108.75 300 Dpi Activation Lipton MO3112.tif 78MB 5192 x 3937 43.24 x 32.79 305 Dpi Photography library 62 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 4 ARTWORK ASSETS P R I N T G O T O< <I N D E X Use the visual reference on page 60 to choose your image.
  • The artwork templates are supplied in QuarkXpress (version 4) for professional print purposes. Use the visual reference on page 60 to choose your advertising campaign or activation template. Formats for campaign advertising and activation materials can be found on pages 39 and 54 respectively. Placed images The files contain low resolution images as place holders. Please replace with high resolution versions from the photography library supplied. Product brand logos used in the files are for low resolution place holders for visual reference only. Original print ready artwork logos will need to be sourced – please refer to page 37 for details on choosing and positioning these. Sizes and formats These templates may be scaled as required, to fit specific publications. Should this be necessary, please respect the visual proportions of the white lower panel and image area and ensure that you do not compromise the minimum clear space around the Unilever logo. Ready-made templates 63 EMPLOYER BRAND GUIDELINES APRIL 2005 • SECTION 4 ARTWORK ASSETS P R I N T G O T O< <I N D E X File Name Document Size Orientation Awareness campaign formats Double page spread UEB_DPS.qxd 297mm x 420mm landscape Single page UEB_SP.qxd 307mm x 230mm portrait 250mm x 150mm UEB_250x150.qxd 250mm x 150mm portrait Landscape strip UEB_STRIP.qxd 80mm x 361mm landscape Activation formats A3 event poster – portrait UEB_A3_POSTER_P.qxd 420mm x 297mm portrait Event banners UEB_BANNERS_P.qxd (scale as required) portrait Recruitment advertising formats Colour and B/W recruitment ads UEB_RECRUIT_ADS.qxd 200mm x 150mm portrait Small mono recruitment ads UEB_RECRUIT_MONO.qxd 80.5mm x 53mm portrait
  • Section 5 Contact/help 64 EMPLOYER BRAND GUIDELINES APRIL 2005 P R I N T G O T O< <I N D E X A complete toolkit to successfully implement the Unilever employer brand can be downloaded from the Employer brand page on the Unilever brand centre. This is where you will find the latest updated versions of all materials: Unilever employer brand implementor access thebrandcentre.unilever.com access code: uni1feelgood External suppliers and partner access http://thebrandcentreforsuppliers.unilever.com access code: uni3lookgood If you need further information about the Unilever employer brand please contact Stéphane le Camus at: Stephane.Le-Camus@unilever.com If you need further information about talent management in your region please contact: AMET: Chris Macrae (Chris.Macrae@unilever.com) Lat Am: Alessandra Ditt (Alessandra.Ditt@Unilever.com) North America: Becky Nogueira (Becky.Nogueira@unilever.com) Asia: Shanks Shankar (Shanks.Shankar@unilever.com) Europe: Carina Iannelli (Carina.Iannelli@unilever.com) For further information on the Unilever image library please visit: http://unilever.brand-imagesmm.com For more information on the scorecard please visit: http://scorecards.unilever.com For more information on communication planning, please visit: http://marketingacademy.unilever.com