T h e Q ua k e r B r a n d B O O K

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 TA B L E O F CO N T E N TS

OUR CONSUMER 00
Communication Target 00
Insight 00

OUR BRAND 00
Brand Narrative 00
Brand Pyramid 00
Brand Guardrails 00

VISUAL IDENTITY 00
Tagline 00
Logos 00
Typography and Colors 00

BEST IN CLASS EXAMPLES 00

Packaging 00
Advertising 00
Digital 00
This book sets up our
vision for the Quaker
brand – Where we are and
where we’re headed.

I T D ES C R I B ES I T P R OV I D ES
What we believe
Our brand narrative
Who we are
What inspires us Our design theme
What value we add to
our consumers lives Guidelines for the brand

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 O U R D E F I N I N G VA LU ES

Over 130 years of rich heritage

Integrity Resilient Passion

The name Quaker was The oat is one of the most for unlocking the goodness
chosen because the word hearty and resilient of all of the super grain oat to fuel
1922 2001 grains. Our culture takes people’s potential.
represents honesty, simplicity,
Introduced Quaker Oats authenticity and quality. inspiration from the oat itself
1877 Quaker Quick 1981 purchased by 2006 -- We are a leader, pioneer, and
Registered as the Oats, one of the Introduced Chewy PepsiCo The first Quaker perseverant.
first trademark first convenient Granola Bars Cookies launch
for a breakfast products in Mexico
cereal.

1966 1996
1895 Introduced FDA issued a
Registered Quaker Instant proposal for the first
“Quaker” name Oatmeal health claim for a
specific food – oatmeal
for heart health

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 O U R CO N S UM E R T R U T H

No matter the demographic, our consumers

are united by a universal insight:

“Every day is a new

opportunity to realize your
full potential. The secret
lies in starting right and
continuing the momentum
throughout the day.”

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 O U R CO N S UM E R T R U T H

“Health is the
foundation of life.”
Our consumer wants to be healthy so they can get the most out of
each day and enjoy life

“I want to live
a full day
and a full life.”
“As a Mom, it’s
my job to make
sure I create a
good foundation
for my family to
be its best.”

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 O U R CO N S UM E R T R U T H

QUAKER PLAYS TWO

ROLES IN HER LIFE
1 What They Need Daily 2 Longer Term View:
Modern day demands mean that a day They are seeking foods that build healthy
rarely unfolds as planned. Consumers minds and bodies.
need to be ready for the unexpected
and multi-tasking. A healthy heart allows you to do what you
love, no matter what your age.
Our consumers pro actively make
healthy choices that will help them
stay on top of their game.

Having a sustained level of energy

leads to feelings of accomplishment
and confidence.

The daily need for energy

is the primary attraction of Quaker advertising in 1929

Quaker. Therefore, this daily

need should be the focus of
our communication.
Historic Quaker advertising

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 O U R CO N S UM E R T R U T H

Universa l Insig h t:
Every day is a new opportunity
to realize your true potential.
The secret lies in starting right
and keeping the momentum
going throughout the day.

greatest fea r :
The distractions of the day trumping
the opportunities for growth. Feeling
depleted before all you want to get
done is done.

T he best compliment you could

give th e m ?

“You are always

prepared for anything!”

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 The oat is one O U R P R O D U CT T R U T H
of nature’s
perfect foods. The super grain oat
is the primary ingredient
in almost everything
Quaker makes.

It provides healthy
energy that lasts.

It keeps hearts strong

and healthy.
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 OUR BRAND TRUTH

The Power of
Quaker Oats
fuels people so they can
feel unstoppable.
Our unifying mission at Quaker is to
help people feel unstoppable every day
by fueling them with healthy energy.

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 Unl
th ock
OUR BRAND TRUTH wh
o l e e p ow
ing
er o

130
gra
ins f
FOR
OV ER

Our Brand yea

Manifesto
rs

Quaker believes that when you

help fuel people with the
goodness of a super grain, they
will be unstoppable.

For over 130 years, Quaker has

been unlocking the power of the
whole grain oat, to help people
get the best start or re-start to
their day.

We are all capable

of amazing things.
Quaker is the ‘super grain’ with
incredible properties that helps
people unlock their full potential.

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 OUR BRAND TRUTH

Quaker’s Tone

Quaker is a caring brand.

Like a parent who wants the best
for their child so they give them
tools and advice so they can
unlock their true potential.
But we are not smothering
or passive. We do it in a way
that empowers them. This is
an important distinction.

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 OUR BRAND TRUTH

Global
Benefits TH E TRUT H S THAT DE FINE US
Pyramid

OUR OUR
CO N S UM E R BRAND
Unstoppable So I can Feel... TRUTH TRUTH

Every day is a new Help people

opportunity to realize feel unstoppable
Perfect Start & Re-Start
Because I need a... your full potential.

Healthy fuel
OUR
Gives me... P R O D U CT
TRUTH
Super grain: Lasting energy from whole grains,
heart healthy power of oats. Superfood: Healthy fuel
Delicious, natural taste.

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 OUR BRAND TRUTH

Brand Character
Inspiring
Quaker Is… not unattainable, elitist

Caring
not sappy, sentimental,
contrived

Confident
not aggressive, pushy

Approachable
not all things to all people

Authentic
not old fashioned

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 OUR BRAND TRUTH

Global
G ET Those who are believe that breakfast
is the foundation of the day but are

creative
starting their morning without Quaker

brief for
TO Believe without question that a Quaker
breakfast is the best possible way to

Hot Cereal:
start their day

BY  Telling them that Quaker’s super grains

are the healthy fuel that give you the
perfect start

PROOF Lasting energy from whole grain oats in



products with delicious, natural taste

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 O U R V I S UA L I D E N T I TY

One brand. One identity.

One big family.
We now have a single global identity
to help us strengthen our relevance
to current consumers, and stretch to
new audiences around the world.

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O U R V I S UA L I D E N T I T Y NEW LOGO

The Quaker flag logo will be the visual foundation from which
to build all communications: from packaging to advertising,
websites to TV, mobile to coupons. It is important to apply the identity Established 1877 can be localized per
consistently, and reinforce the Quaker brand everywhere. market or the date only can be used
in multilingual markets

Mexico International

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 Edited by Foxit Reader
Copyright(C) by Foxit Software Company,2005-2007
For Evaluation Only.
O U R V I S UA L I D E N T I T Y NEW LOGO LOGO DON’TS 4-COLOR FLAG LOGO

Lo g o va ri ations

Always strive to use the 4-color flag

logo as your first choice. Es t

In the event that the 4-color print-

ing is not available, you may use the
TM
TM

Don’t stretch flag logo

1-color heritage logo. Don’t rearrange or resize
elements. disproportionately.

ON
THE
GO

QUAKER Es t

Mexico International
TM
TM TM

Don’t combine the flag logo Don’t skew or sheer. Don’t change the typeface.
with other logos.

Q ua k er f l ag a round t h e world

Canada & MEALS on

TM
the

United Mexico International Canada United Kingdom

Challenge
WHEELS
States (multilingual – shows (French Only) TM

date only)
Don’t use the Quaker logo elements (flag, type, Don’t crop the logo. Don’t use 4-color Quaker man outside of
Quaker man) to create other Quaker campaign, the flag to create other Quaker campaign,
program, or promotional marks. program, or promotional marks.

Est

TM TM
TM

Don’t change the Don’t print the 4-color flag Don’t place flag logo on a
logo colors. logo as greyscale. visually busy background.

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 LOGO DON’TS 1-COLOR LOGO O U R V I S UA L I D E N T I TY COLORS

MA I N B R A N D CO LO R S
PMS 1797C
• Carries forward existing color 00C 00M 00Y 00K
palette equities RGB 201/40/45
• Sustained energy communi-
Don’t stretch flag logo
cated by contrasting deep &
Don’t rearrange or resize
elements. disproportionately. bright reds
• Rich bold colors grounded in
Quaker heritage
Coated: Uncoated:
PMS 280C PMS 295C
00C 00M 00Y 00K 00C 00M 00Y 00K
RGB 0/43/92 RGB 0/46/95
QUAKER
Don’t skew or sheer. Don’t change the typeface.

Coated:
PMS 280C
00C 00M 00Y 00K
RGB 0/43/92

Don’t print 1-color logo as greyscale. Don’t print 1-color logo as two colors. Don’t use previous flag logo versions.

ACC E N T CO LO R S

Color that cues flavors are

natural and should not feel
artificial.

Don’t use positive logo on a Don’t use reversed logo on Don’t place flag logo on a
dark background. a light background. visually busy background.

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O U R V I S UA L I D E N T I T Y TYPOGRAPHY

• Typography is approachable and simple Archer Bold Archer Medium Italic

• Functional typeface for use in a variety of applications ABCDeFGHiJKLMN ABCDeFGHiJKLMN
abcdefghijklmnopqrs abcdefghijklmnopqrs
0123456789!?&$%@# 0123456789!?&$%@#
Arc h er
Archer Bold Italic Archer Book
The Archer family is for product description (instant oatmeal), ABCDeFGHiJKLMN ABCDeFGHiJKLMN
flavor name, functional messaging (low sugar, etc), heart message,
abcdefghijklmnopqrs abcdefghijklmnopqrs
and back of pack messaging.
0123456789!?&$%@# 0123456789!?&$%@#

Impossible to Archer Semibold

ABCDeFGHiJKLMN Galaxie Polaris Bold

improve upon
abcdefghijklmnopqrs ABCDeFGHiJKLMN
0123456789!?&$%@# abcdefghijklmnopqrs
0123456789!?&$%@#

since 1877. Archer Semibold

ABCDeFGHiJKLMN
abcdefghijklmnopqrs
This font is used as the main descriptor
in the placard for functional IQOs.

0123456789!?&$%@#
Hoefler Text Italic
ABCDeFGHiJKLMN
Q ua k er (C usto m Font )
Archer Medium abcdefghijklmnopqrs
ABCDeFGHiJKLMN 0123456789!?&$%@#

THE POWER abcdefghijklmnopqrs

0123456789!?&$%@#
This font is used for the ampersand
in the flavor names.

OF OATS

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O U R V I S UA L I D E N T I T Y GRAPHIC ELEMENTS

Linen & Stitching/Gold boarder edges Placard & Banners

These elements represent the quality These elements serve as areas for
and hand-crafted attention used to bring product communication and may be
consumers the whole grain goodness of simple or more embellished to express
Quaker. the experience and/or quality of a
particular product offering.
They symbolize the natural quality of
whole grains.

The linen background also provides a

warm, neutral canvas on which a variety
of Quaker products can live.

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O U R V I S UA L I D E N T I T Y PHOTOGRAPHY

P H OTO G R A P H I N G FO O D

Talk about common elements between all food photography (including packag-
ing and in ads)

For Use on pac kag in g

The packaging photography should express an energy and vibrancy,
a fresh-start-to-the-day feeling. It is similar to advertising food photography stills but
with added functionality for shopability by including flavor cues to romance and com-
municate variety and deliciousness.

For Use on A DV E RT I S I N G
Talk about shooting food for ads.

A lot has changed in

140 years, the perfect
breakfast hasn’t.

Energy to get you going, fiber to fill you up and whole grain oats to help support heart

Packaging Photography Advertising Photography

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O U R V I S UA L I D E N T I T Y PHOTOGRAPHY

P H OTO G R A P H I N G P EO P L E

• Naturally lit with sunlight

• Regionally appropriate food texture and styling
• Foods look real, moist and delicious
• Styling is eclectic, charming, real
• Natural materials and textures

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O U R V I S UA L I D E N T I T Y ADVERTISING

A template has been developed to ensure global consistency and proper S uper P eople E at S uper Gr a ins P R I N T
hierarchy of elements for optimal print communications.

The perfect start

for every man,
Lorem ipsum woman or child.
Headline dolor sit amet,
consectetur.

SPESG Claim Logo

Imagery area

Bottom bar houses texture and

stitch elements, body copy Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean vestibulum, augue vita.
and packaging.

Energy to get you going, fiber to fill you up and whole grain oats to help support heart health.
Packaging sits
bottom-right or
bottom-left.

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O U R V I S UA L I D E N T I T Y ADVERTISING

S uper P eople Eat S uper Gr a ins P R I N T

A lot has changed in

One of nature’s
140 years, the perfect
most perfect foods.
breakfast hasn’t.

Energy to get you going, fiber to fill you up and whole grain oats to help support heart health. Energy to get you going, fiber to fill you up and whole grain oats to help support heart health.

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O U R V I S UA L I D E N T I T Y PACKAGING

H OW TO CU E P R E M I UM

STA N DA R D Q UAK E R OAT M E A L Sta nda rd Oats - P re m ium I N STA N T Q UAK E R Oats

• Iconic and simple • Uses placard embellished with gold borders • Expresses optimistic energy and “the perfect
• Rooted in heritage and details to communicate a more premium start to you day” with sun rays emanating
offering from standard oats. from behind the Quaker flag.
• Uses product photography to express that it is • Bright and simple
more that it is multigrain. • Use of color convey flavor and aids in shoppability.

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 B EST I N C L AS S E XAM P L ES

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