BRAND GUIDELINES

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PROUD TO SERVE COSTA
 verview
O 4
Brand logos 5
 enu boards
M 7
Internal signage 7
External signage 8
Branded crockery 9
Takeaway cups & consumables 10
Promotional activity 10
PR & advertising 10

Costa proud to serve \ Our Brand Guidlines 3

overview
And now, we’re really excited to be launching a new brand under the Costa umbrella:
‘Proud To Serve Costa’. This new brand identity has been devised especially for third parties
who want to serve Costa coffee as part of their overall catering offer.

Thanks to our brand-new, and very clever, ‘bean-to-cup’ machines, pubs, bars and restaurants;
hotels and leisure venues; contract caterers; travel operators, and many more can now all be
‘Proud To Serve’ Costa’s Mocha Italia Blend to their customers.

‘Proud To Serve’ also includes our successful Ice Cold Costa range and impulse snack range.

At Costa we’re always looking for opportunities for to bring our handcrafted, barista-served
coffee and fantastic food range to even more people across the UK and around the world.
We now have 1200 coffee shops here at home including our exciting new ‘Metro’ concept stores with
their retro-design-inspired interiors and laid-back atmosphere, and our first Costa Drive Thru offering
our great coffee to the good people of Nottingham and anyone, well: driving through!

We were even named The Nation’s Favourite Coffee Shop by Allegra* which made us very proud indeed.

*Allegra Strategies, the Project Café10 Report 2010

BRAND LOGOS
Use of the Proud to Serve
Costa logos
For all collateral, except signage,
the red-on-white Proud To Serve
logo is used.

Pantone 202c C 00 M 100 Y 61 K 43

This white-on-red logo is only used

for signage.
Our signage company provides internal
In our continuing mission to save the world from mediocre coffee, we also launched Costa & external wall-mounted signage and
Express: a state-of-the-art, self-serve machine that delivers our unmistakable Mocha Italia blend can provide technical specifications for
to coffee lovers at key stop-off points like petrol stations, hospitals, universities, airports and production of bespoke pieces.
railways stations – in fact anywhere there’s a need for a quick cup of quality coffee. Pantone 202c C 00 M 100 Y 61 K 43

4 Costa proud to serve \ Our Brand Guidlines Costa proud to serve \ Our Brand Guidlines 5
other costa logos menu boards

This is our main brand logo and is only be used for full-store coffee shop experience. To support the Proud To Serve Costa offering we provide up to three board panels – ideally these
should be sited close to the coffee service area.

To support promotional activity we will send you an overlay for the third panel to communicate our
promotion message. This can be easily removed after the activity ends.

Board one – coffee & hot beverages

Board two – Ice Cold Costa
Board three – key brand message board/promotion board

BRAND COMMUNICATION
In addition to the three board panels, we also provide posters & pull up banners to communicate
our key brand message.
This logo should only be used for Costa Express.

This logo is only approved on marketing

promotional activity from Costa Marketing.

Any requests to use this logo need to be approved

by Rainforest Alliance via the Costa Marketing
team – just speak to your Costa Account Manager
in the first instance and they’ll be able to help out.

All logo usage must be approved by Costa Marketing. A3 poster Pull-up banner

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PROUD TO SERVE BRANDED CROCKERY & GLASSWARE
internal signage Primo Cappuccino Medio Cappuccino Our range of premium, branded crockery &
In addition to the three-panel menu boards we can also provide a further two items of Costa glassware helps us preserve our brand values
signage to highlight the coffee offer. and provides Costa coffee lovers with a better
customer experience.

Primo Mocha Medio Mocha Primo Latte Medio Latte

Hanging signage Wall mounted signage

Primo Americano Medio Americano Primo Americano Medio Americano
White White Black Black

PROUD TO SERVE
external signage
To advertise Costa coffee externally, we can approve up to three items of signage collateral.

Primo Hot Chocolate Medio Hot Chocolate Espresso Solo Espresso Doppio

Fixed signage

take away cups & consumables

Our branded takeaway cups and
Totem signage Fixed signage A frame
consumables support the Proud to Serve
Our signage company provides internal & external wall-mounted signage and can provide technical Costa brand and again help ensure that
specifications for production of bespoke pieces. we always live up to our brand standards.

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promotional activity
To help you promote your Costa coffee offering, we provide an annual marketing calendar
which follows the Costa coffee shop campaign thematic.

Our activities focus on:

S ales driving activity

Seasonal products
Coffee education & superiority messaging
Ice Cold Costa summer promotions
Coffee & indulgent snack suggestive selling

Our promotional activity is advertised using the key brand message board (panel three)
and additional POS.

10 Costa proud to serve \ Our Brand Guidlines