CORPORATE

BRAND BOOK

VERSION 1.4 June 2019

t
OUR PATH FORWARD
All around the world, the lines between meals and snacks
are blurring. As the way we live continues to change,
snacking – those moments when you reach for a delicious
bite in between meals – is on the rise. Yet, the growth of
this behavior creates a universal cultural tension… people
don’t want to have to choose between snacking and
eating right.
This creates a unique opportunity for our company today
and tomorrow.
At Mondelēz International, we empower people to snack
right. This is our Purpose.
We’ll lead the future of snacking by offering the right
snack, for the right moment, made the right way. This
means delivering a broader range of delicious, high-
quality snacks, made with sustainable ingredients and
packaging that consumers feel good about.
2
Our iconic consumer brands are known and loved all
around the world. And our advantages and new long-
term strategy position us to be well known as the global
snacking leader. Still, as a company we are quite young.
That’s why we have carefully crafted our Mondelēz
International Brand Book to create a corporate brand
that we’re proud of internally and that builds our
reputation externally.
We are all ambassadors and advocates for the Mondelēz
International brand. I invite you to take a look and apply
these guidelines to ensure our corporate brand shines as
bright as our consumer brands!
Snacking Made Right. This is who we are. This is our future!
All the best,
Dirk Van de Put
Chairman and CEO

WHAT WE STAND FOR
Snacking Made Right. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Our Purpose. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Our Values. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Our Mission. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
The Strategic Pack. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
WHO WE ARE
Our Heritage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Our People. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Our Identity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Our Tone of Voice. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
OUR BRANDING
How to Use Our Brand Book. . . . . . . . . . . . . . . . . . . . . . . . . 16
Logo Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Co-Branding. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22
Logos For Functions & Initiatives. . . . . . . . . . . . . . . . . . . . . 24
THE PALETTE OF RIGHT COLORS
Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Use On Backgrounds. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
TABLE
OF CONTENTS
TYPOGRAPHY
Creative Fonts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Corporate Font. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Expressive Type Stack. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
BEAUTIFULLY (IM)PERFECT SHAPES & ICONS
Our World. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
Shapes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
Icons. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
ILLUSTRATIVE STYLE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
PHOTOGRAPHIC STYLE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
APPLICATIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
CLICK HERE TO DOWNLOAD AVAILABLE GRAPHICS
CLICK HERE TO DOWNLOAD AVAILABLE PHOTOS
 W.I.P.

WHAT WE
STAND FOR
4 VERSION 1.4 0619
 Thank you.

Thank you for all the times we’ve crunched,

cracked, munched, dunked, twisted,
and ‘mmmmmmed’ together.

Thank you for all the love

you’ve shown us.

Returning that love is what inspires us.

At Mondelēz International, we understand

that the way you live is changing the way you eat.
And that you don’t want to choose
between snacking… and eating right.

Right for a delicious bite.

Right for your well-being.
Right for our planet.

That’s why, at Mondelēz International,

we want to make snacking right.

All around the world, our makers and bakers

are passionate about bringing you the right snack,
for the right moment, made the right way.

MONDELĒZ INTERNATIONAL
5
 OUR PURPOSE

EMPOWER PEOPLE
TO SNACK RIGHT
Think about it. All around the world, there’s a universal cultural tension:
the lines between meals and snacks are blurring.

From on-the-go “second breakfast” needs to a mindful moment of

indulgence in the evening, our brands and products have opportunities
to satisfy consumers throughout the day.

So there’s an increasing snacking need – but consumers don’t want

to have to choose between snacking and eating right.

Insert Mondelēz International … and our Purpose to empower people

to snack right.

Consumers decide what and how they want to eat. We simply obsess over
their interests and innovate to make sure they continue to reach for the
goodness of our snacks when they want a delicious, wholesome, nutritious
or indulgent bite made from ingredients and with packaging they can feel
good about.

Our Purpose drives each decision we make. It is the lens through which we
see the world. It inspires us to give our best each day. And it gives our work
deeper meaning.

We empower people to snack right.

6
 OUR LEADERSHIP FRAMEWORK

VALUES &
COMMITMENTS
We deeply know
We deeply know
our consumers and
our consumers and
customers
customers
We
We lead the future
lead the future

We
We execute with
execute with
excellence
excellence
They say that "culture eats strategy for breakfast." This means that even
with brilliant plans, it’s our culture that will make or break our ability to
DO
DO LOVE OUR
LOVE OUR lead the future of snacking. Our Values and Commitments mark a special
WHAT’S
WHAT’S CONSUMERS
CONSUMERS chapter on our path towards growth. They define our culture. Grounded in
RiGHT
RiGHT WE LEAD AT && BRANDS
BRANDS our Purpose, Mission and Strategy, they reflect what we believe, what we
MDLZ stand for and what guides our actions and decisions every day.
Bring
Bring our MDLZ
Wetreat
We treateveryone
everyonewith
with
careand
care andintegrity
integrity Values and
We
Wehave
haveaagrowth
growth Our three core values are:
Commitments mindset
mindsetininall
allwe
wedo
do
Weare
We arestronger
strongerthrough
through to life
ourdiverse,
our diverse,inclusive
inclusiveand
and We
Wechoose
chooseagility
agilityover
over
Love our Consumers & Brands
connectedcommunity
connected community perfection
perfection

Wefollow
We followthrough
throughon
on We
Wemake
makepeople
people
Grow Every Day
ourcommitments
our commitments development
developmentaapriority
priority
Do What’s Right

GROW
GROW
They are the same for every colleague around the globe and supported by
EVERY
EVERY
commitments and behaviors that we make to each other and our
DAY
DAY
consumers, customers and communities. Everyone at MDLZ has the
potential to lead! Our Mission is crystal clear: lead the future of snacking
by offering the right snack for the right moment made the right way.

7
 OUR MISSION

LEAD THE FUTURE

OF SNACKING
Our Mission is crystal clear: lead the future of snacking
by offering the right snack for the right moment made
the right way.
What does this mean exactly?

Right Snack = make a broader assortment of delicious, high-quality

snacks, iconic global and local brands that nourish life’s moments

Right Moment = offer a range of snacks from indulgent to wholesome

and everything in between, convenient and innovative formats,
always locally relevant

Right Way = celebrate our proud heritage as makers and bakers,

advance our sustainable sourcing and packaging and obsess over
consumer-inspired quality

This is not only our Mission. It is our growth opportunity.

Why? Snacking is the place to be! It performs significantly better than the
rest of the food sector because it’s a behavior that continues to grow all
around the world.

We have everything it takes to lead the future of snacking.

8
THE
STRATEGIC
PACK
R P O S E K R i G HT
PU O SN
L
AC
ET
PEO P
WER
E M PO

A L U E S BRANDS
V ERS AND
N S U M RY D AY
O U R CO EVE T
Our Strategic Pack is a simple and LO V E GRO W T’S RIGH
H A
playful way to express our company DO W

Purpose, Mission and Strategy. S i O N OFFERING

It’s a nod to our iconic brands and Mi S CKIN
G BY
SNA
T U R E O F T S N AC K T
packaging. The Strategic Pack can TH E
FU RiGH MEN
LE A D THE i G H T MO Y
be used graphically as shown here, TH E
R T WA
FOR H E RiGH
ET
or even be produced for special MA D
events or occasions.
T E G i ES G RO W TH
S T RA NTRi
C
-CE CE
O N S U M E R XC E LLE N RE
R AT EC
A T i N G E
H C U LT U
LE ER OW T
AC C E R i V E O P N G GR
D N i
WiN
DA
BUiL

9
WHO WE
ARE
10 VERSION 1.4 0619
 OUR HERITAGE

LOVED BRANDS,
GREAT-TASTING
PRODUCTS
For over a century, we’ve been making and baking delicious
snacks that “wow” consumers. We have a rich snacking
heritage across the world -- a mix of global iconic brands
like Milka, Oreo, Cadbury and Trident and local gems such as Lu,
Lacta, Kinh Do, Sour Patch Kids, Honey Maid and Côte d’Or.
From the first iconic Oreo cookie baked in 1912 to a local brand like Freia
chocolate that began as a small backyard factory in Oslo, Norway in 1889
to more recent innovations like belVita breakfast biscuits and Oreo
chocolate, our brands are beloved household names and an undeniable
part of people’s lives – past and present.

Our roots are an incredible foundation to build upon. We’re proud of where
we came from, but even more excited about where we’re going.

We’re ensuring that our brands and products are as thrilling to people
today as the day they took their very first bite of their favorite MDLZ snack.

11
 OUR PEOPLE

PROUD
MAKERS & BAKERS
Snacking is in our veins. We are master chocolatiers.
Confectioners. Pastry chefs!
The seductive smell of chocolate, the tantalizing taste of biscuits, the
goodness of gum and the sweet scent of candy invigorates us and
inspires us to come to work each day.

Made up of a union of strong companies with powerful cultures and

brands, we also boast snacking know-how like no other company!
From innovation and manufacturing, to marketing and selling, every-
thing we do is backed by decades of knowledge, experience and
expertise.

We take pride in making and baking the world’s most iconic snacking
brands. And pouring our passion into every product.

We stand a little taller when our own kid says with a smile,
“My mom makes Oreo cookies!”

No one knows snacking better than us. And we love that!

12
 "OUR WORLD"
-
OUR IDENTITY

MONDE-WHO?
We’re a young company born with a powerful
ambition in mind. And our name perfectly reflects
our intentions.
Mondelēz International, (pronounced mohn-de-LEES)
is a name that symbolizes a “delicious world.” “Monde” derives
from the Latin word for “world” and “delēz” is a fanciful
expression of “delicious.” “International” reflects our global
footprint.

We’re a house of incredible brands. Our delicious products

bring people together and nourish life’s moments in culturally
relevant ways all around the world.

Today we are working hard to make our delicious world a

responsible one as well. A real world in which real people use
real ingredients to make snacks we can all feel good about.
Changing snacking one bite at a time.

This is what “our world” is about.

A beautifully (im)perfect iconic shape, made by hand just like

BEAUTIFULLY (IM)PERFECT
our products. It represents our rich history, dynamic culture
and bold ambition to lead snacking around the world.

13
 OUR TONE OF VOICE

SIMPLE. AUTHENTIC.
WARM. PLAYFUL.
These are the ingredients that compose our tone of
voice. This means that when we speak or write for
MDLZ, we all follow the same rules.
Simple.
We are not wordy - we are direct and concise.

Authentic.
We are who we are...confident, yet humble.

Warm.
We are approachable and friendly.

Playful.
Because what’s more fun than the products we make!?

14
OUR
BRANDING
15 VERSION 1.4 0619
 HOW TO USE
OUR BRAND BOOK
From the colors and typefaces we choose, to our tone, style and
visual identity, each element of the MDLZ corporate brand has
been carefully developed and hand-selected to best represent
who we are and where we are headed.

To communicate a clear message, a consistent image and

a strong reputation, we and our agency partners all should
embrace and adhere to our MDLZ Brand Book.

At the same time, we invite you to relish in our playful and

authentic style and get creative within the framework provided.

For further guidance, please contact the Newsroom team at:

newsroom@mdlz.com

16
LOGO OVERVIEW
The Mondelēz International Logo is simple and playful.
It emphasizes the way Mondelēz International empowers
people to snack right! It’s an expression of everything we
stand for.

The bursts in our logo represent how our delicious products are
bursting with flavor, real ingredients and personality.

The logo features our corporate color MDLZ World purple. The
primary color respects our rich heritage and provides authority
and Purpose for our brand.

The primary logo with the Signature Snacking Made Right

should be used for all corporate communications unless space
constraints or subject matter dictate otherwise. In written form,
capitalize the first letter of each word of the Signature: Snacking
WRITTEN FORM AND TRANSLATION
Made Right. The logo with Signature shouldn’t be used for
The “International” must never be removed from the logo or name. We do not use trade-
administrative documents (purchase orders, invoices, payrolls, etc.).
mark symbols (TM, ®) with our logo. The Mondelēz International name must also always in-
clude the macron over the second “ē”, as shown in the logos here. The abbreviation “MDLZ”
The logo is created from a highly customized typeface which
should primarily be used for internal communications only, but never for broad external
should never be replicated for other uses.
public-facing communications with the exception of referencing the MDLZ stock ticker or
for use in social media as a hashtag.
This same guidance applies with the logo and Signature
on packaging.
Do not translate: Our Name*, Logo*, Signature (Snacking Made Right) or Purpose (empower
people to snack right). You can translate: Our Mission (lead the future of snacking around
the world by offering the right snack, for the right moment, made the right way) and Our
Manifesto on page 5.

*Except in certain markets like Russia and China. Always check with your local legal and trademark counsel for
guidanance around translating the MDLZ name.
17
 SIGNATURE WITH LOGO

LOGO OVERVIEW
For internal use only.

An exceptional version of the logo is offered for internal

communications only.

The Signature Snacking Made Right is in a primary position and

the brand “Mondelez International” becomes smaller and set
below, in a secondary position.

These are the approved variations. Do not alter them in any

way.

The Signature should never be used alone.

18
LOGO CLEAR SPACE FOR PRIMARY LOGO
OVERVIEW The following are the clear space rules for the logo.
In order to gain maximum visibility, the logo should always
appear with a minimum area of clear space around it. This area
should be free of any type or graphic element. Using the width of
the letter “O” of the MDLZ logo as “x,“ the clear space is a 1x area
around the entire logo. This rule applies to all versions of the logo
on all mediums.

PLACEMENT OF THE SIGNATURE SNACKING MADE RIGHT

Using half of the width of the letter “O” as “x,” the clear space is
a 1/2 x area below the primary logo.

The space between the logotype and the Signature below

cannot be altered.

CLEAR SPACE FOR SIGNATURE

WITH LOGO
Using the width of the letter “O” of the MDLZ logo as “x,“
the clear space is a 2x area around the entire logo. This rule ap-
plies to all versions of the logo on all mediums.

PLACEMENT OF THE MDLZ LOGO

Using the width of the letter “O” as “x,” the clear space is
2x area below the Signature.
19
LOGO
OVERVIEW MINIMUM SIZE
The logo retains its visual strength in a wide range of sizes.
However, when the logo is reproduced too small,
it is no longer legible and its impact is diminished.

The primary logo with the Signature Snacking Made Right

should not be reproduced in a size smaller than
1.25 inches / 31.75 millimeters in width, as illustrated.

1.25 inches / 31.75mm

The primary logo should not be reproduced in a size smaller

than 1 inch / 25 millimeters in width, as illustrated.
1 inch / 25 mm

The Signature Snacking Made Right logo variations with

“Mondelez International” smaller and set below, in a seconda-
ry position should not be reproduced in a size smaller
than 2.75 inches / 70 millimeters in width, as illustrated.

2.75 inches / 70mm

20
LOGO
OVERVIEW DON'TS

RETIRED LOGO SCALE OUTLINE / EFFECTS COLOR

The old logo with red bursts Do not play with the scale Do not outline the logo or Do not change the color
should not be used moving forward. of the logo. The proportions add any kind of effects like of the logo.
This logo should be retired and replaced as of the logo should not be altered in a drop shadow to the logo.
business needs and resources dictate. any way.

COLOR ELEMENTS ORIENTATION ELEMENTS

Do not change the colors Do not use bursts on their own, Do not rotate the logo. Do not use the signature alone.
on any part of the logo. especially to mimic the logo.

CONTRAST 1 CONTRAST 2 BACKGROUND PLACEMENT

Do not put the full-color logo Do not put the logo on The logo should always be placed in Do not change the position of the
on a background with low contrast. a similar colored background. locations that are not too complex signature. Previously mentioned
to allow it to be viewed clearly. alternative uses are for internal use only.
21
 LOGO

CO-BRANDING Horizontal version

The MDLZ logo can be associated with another logo, such as
an MDLZ brand or a logo of an external partner.
Vertical version
In this case, the two logos are separated by an imperfectly
traced vertical or horizontal bar.

The positioning and proportions are detailed as shown

on the right.

LOGO

22
CO-BRANDING
EXAMPLES

23
 EXAMPLES

LOGOS FOR FUNCTIONS

& INITIATIVES
For internal use only.
MEALS
While often unnecessary, some programs, initiatives and funtions
find it helpful to create an internal logo. These can be created using
any combination of our approved (im)perfect shapes, category
icons, colors and fonts. When creating logos only use the
(im)perfect shape with a simple white line drawing.

This simple scheme allows employees to create these logos on their

own computers without the need of a designer.

Existing logos can and should be updated internally with the

new color scheme and with consideration of the look and feel
CFO organization
Contemporary & World Class
put forth in this brand book.

24
THE PALETTE
OF RIGHT COLORS
25 VERSION 1.4 0619
 COLORS
CORPORATE COLOR PRIMARY COLORS

MDLZ WORLD GOLDEN WHEAT GO GREEN COCOA BROWN

C 090 R 079 C 010 R 225 C 083 R 040 C 040 R 098
M 100 G 033 M 053 G 135 M 027 G 120 M 065 G 062
Y 000 B 112 Y 095 B 025 Y 100 B 025 Y 080 B 035
K 010 # 4F2170 K 000 # E18719 K 015 # 287819 K 055 # 623E23

C 066 R 114 C 010 R 234 C 060 R 115 C 035 R 147

M 075 G 077 M 035 G 171 M 015 G 167 M 043 G 120
Y 013 B 141 Y 068 B 094 Y 070 B 105 Y 055 B 095
K 000 # 724D8D K 000 # EAAB5E K 000 # 73A769 K 027 # 93785F
Colors have been carefully selected
to provide a simple, authentic, warm C 050 R 149 C 005 R 243 C 035 R 180 C 025 R 190
and playful palette for Mondelēz M 055 G 122 M 020 G 207 M 005 G 208 M 028 G 173
International. Y 010 B 169 Y 040 B 163 Y 040 B 175 Y 033 B 160
K 000 # 957AA9 K 000 # F3CFA3 K 000 # B4D0AF K 010 # BEADA0
MDLZ World is intended as the main
signifying color for the brand.

A palette of three primary and three SECONDARY COLORS TEXT COLOR

secondary colors has also been

TASTY RED COOL BLUE SUNNY GRAIN COOL GREY

selected to provide an additional layer
of richness and vibrancy. These colors
are available in two secondary lighter
shades as well.
C 025 R 165 C 083 R 045 C 010 R 230 C 000 R 102
M 095 G 035 M 050 G 110 M 032 G 175 M 000 G 102
As an alternative to using black for
Y 090 B 035 Y 010 B 170 Y 090 B 035 Y 000 B 102
text, a grey color has been selected.
K 020 # A52323 K 000 # 2D6EAA K 000 # E6AF23 K 075 # 666666
RGB colors should be used for any
design work not being professionally C 018 R 201 C 055 R 129 C 010 R 237 C 000 R 133
printed. When design work is M 060 G 123 M 025 G 168 M 020 G 199 M 000 G 133
professionally printed (e.g., banners, Y 040 B 123 Y 010 B 204 Y 070 B 101 Y 000 B 133
posters, etc.) CMYK color should be K 005 # C97B7B K 000 # 81A8CC K 000 # EDC765 K 060 # 858585
used, keeping in mind MDLZ policy
to limit printed materials whenever
C 010 R 228 C 037 R 171 C 005 R 244 C 000 R 163
possible.
M 030 G 189 M 015 G 197 M 015 G 219 M 000 G 163
Y 020 B 189 Y 010 B 221 Y 045 B 156 Y 000 B 163
K 000 # E4BDBD K 000 # ABC5DD K 000 # F4DB9C K 050 # A3A3A3
26
USE ON BACK-
GROUNDS

Use the white logo on Purple should only appear When color is not available,
dark backgrounds on a white background use the above options

Use the purple logo on light Use the white logo on dark
photographic backgrounds photographic backgrounds
background background
27
TYPO-
GRAPHY
28 VERSION 1.4 0619
 MDLZ BITE TYPE
TYPOGRAPHY TITLES
CREATIVE FONT ABCDEFGHIJKLMNOPQRSTUVWXYZ
Two typefaces have been chosen to write the titles, the
sub-titles and the texts of our publications.
1234567890,.<>#$&
MDLZ Bite Type is used exclusively for titles and should be used
sparingly for emphasis in all mediums. It has been deployed to

BW SURCO
company assets for use in Microsoft Office applications.

Surco is used for sub-titles and text and complete the rest of the
fonts with a friendly and approachable nature.
SURCO BOOK (CURRENT TEXT)
The MDLZ BiteType and Surco typefaces include the macron ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
symbol required for the Mondelēz International name. 1234567890,.<>#$%&
When to use
SURCO REGULAR (CURRENT TEXT)
Internal designers and external creative vendors ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
should use MDLZ Bite Type and Surco when producing Mondelēz 1234567890,.<>#$%&
International branded materials and assets (e.g., posters,
signage, brochures, apparel). The weights shown for Surco are
approved for use. SURCO MEDIUM / MEDIUM ITALIC (SUB-TITLES / CURRENT TEXT)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890,.<>#$%&

29
 CALIBRI
REGULAR

TYPOGRAPHY
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.<>#$%&
CORPORATE FONTS (GENERAL COLLEAGUE & ONLINE USE)
REGULAR ITALIC
The Calibri typeface is recommended when the primary fonts are
not available due to technical limitations such as email. ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
The Calibri typeface should also be used for online applications 1234567890,.<>#$%&
including websites, the corporate intranet site and eNewsletters.
BOLD
Contemporary and extremely versatile, the Calibri typeface
includes the macron symbol required for the Mondelēz ABCDEFGHIJKLMNOPQRSTUVWXYZ
International name. It is also a web-safe font, ensuring abcdefghijklmnopqrstuvwxyz
compatibility across a wide range of browsers. 1234567890,.<>#$%&

BOLD ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.<>#$%&

30
 EXAMPLES

TYPOGRAPHY
EXPRESSIVE TYPE STACK (DESIGNER USE ONLY)

The Expressive Type Stack is a typographic layout that can be

used on posters, ads, social media, infographics and brochure
covers.

The concept is to use a mix of different font sizes and weights

to convey enjoyment and variety within Mondelēz International
products.

31
BEAUTIFULLY
(IM)PERFECT
SHAPES & ICONS
32 VERSION 1.4 0619
BRAND
LANGUAGE MONDELĒZ INTERNATIONAL:
"OUR WORLD"

Our (im)perfect world is perfectly (im)perfect and is our signature shape. It reflects our company tone and style: simple,
authentic, warm and playful. It is versatile, lending itself to many creative uses and any color in the palette.
33
BRAND
LANGUAGE MONDELĒZ INTERNATIONAL:
"OUR WORLD"

Any brand logos can be used in this design. It is important that the background color of the (im)perfect world in which the
logo appears match the brand’s color palette. This is the only exception where non-MDLZ colors can be used in design.
34
(IM)PERFECT
SHAPES
Our (im)perfect shapes help tell our story in a more visual way. And they give us lots to play with! Whether in a presentation
or on a poster, these creative elements can be used in any of our company colors and can be used in any size or orientation.
Feel free to outline the shapes or use the shapes as outlines using tasteful color combinations. There are certain shapes (star,
heart, hexagon, symbols, etc.) that should not be stretched beyond their current aspect ratio or the integrity of the shape will
be lost. Use (im)perfect shapes and visuals whenever possible, avoiding excessive design fees. A combination of (im)perfect
shapes and regular shapes is acceptable.

35
CATEGORY ICONS
Our icons represent our major categories –from chocolate to meals.

Use them in playful and creative ways on their own or combined

into a design, but please do not use them in a “lock-up” as a straight
line. To keep the integrity of each icon, do not use too small of a
size. Each category has been assigned a color and each icon must
remain in the color provided. When using the Meals icon on a
standalone basis, the color may be changed to better represent the
category. In the case where Meals represents multiple categories,
we’ve also provided an example of a Meals logo that can be used in
our Function and Initiatives Logos section of this book.

In addition to these approved icon colors, you may also use the
icons in white over any color from the MDLZ color palette (as in the
example shown).

36
ILLUSTRATIVE
STYLE
37 VERSION 1.4 0619
ILLUSTRATIVE
STYLE
The illustrative style is optimistic and playful with a simple
and modern (flat design) approach.

38
ILLUSTRATIVE
STYLE
The illustrative style is optimistic and playful with a simple
and modern (flat design) approach.

39
ILLUSTRATIVE
STYLE DON'TS

Do not put shadows Do not use Do not use colors other

for all illustrations a too small size than the colors in the
brand book

STYLE ILLUSTRATION
Do not put too much
detail in the illustrations
40
ILLUSTRATIVE
STYLE ILLUSTRATIONS USAGE EXAMPLES

41
PHOTOGRAPHIC
STYLE
42 VERSION 1.4 0619
PHOTOGRAPHIC STYLE
Photographic images are tools that, when used thoughtfully, help
to support and enhance the Mondelēz International
brand throughout all our communications.

It is important to select images that reflect our company Purpose:

empower people to snack right. This sets the tone and guides us as
we create tools that communicate our unique point of difference
around the globe.

SAMPLE IMAGES & PRINCIPLES

The following images exemplify some of our photographic prin-

ciples.

PHOTOGRAPHY TONE:

Simple
Authentic
Warm
Playful
Multicultural

43
PHOTOGRAPHIC
STYLE

THE RIGHT SNACK THE RIGHT MOMENT MADE THE RIGHT WAY

44
APPLI-
CATIONS
45 VERSION 1.4 0619
COVER
LAYOUT For the covers of the different media we have created a unique graphic system to

SYSTEM
focus on the right snack, for the right moment, made the right way

LEAD THE FUTURE

OF SNACKING
Nullam quis risus eget urna mollis

LEAD THE FUTURE LEAD

OF SNACKING THE FUTURE
Nullam quis risus eget urna mollis OF SNACKING
Nullam quis risus eget urna mollis

Landscape format Vertical format Square format

46
 POWERPOINT

Use this approved MDLZ Microsoft

PowerPoint template for all internal
and external presentations. You can
find many of the shapes, artwork
and photography from this brand
book embedded in the PowerPoint
template. The template also includes
simple instructions on how to recolor
our shapes to meet your needs.

IMPORTANT: When sharing a

presentation externally, you will need
to save the file as a PDF to keep the
integrity of the MDLZ BiteType font
or ask your external partner
to purchase the font.

47
 BUSINESS
CARDS

The name of your legal entity

Mondelēz Global LLC Mondelēz Global LLC Mondelēz Canada Inc. Mondelēz International Europe
FRONTS

East Hanover, NJ 07936 USA
James Smith T 000-000-0000
Senior Director M 000-000-0000
External Communication F 000-000-0000
Corporate & Legal Affairs james.smith@mdlz.com
mondelezinternational.com
East Hanover, NJ 07936 USA 95 Monfield Drive Prorecrument GmbH
Elon Mills Ontario, M 38 316
Production GmbH & Co. KG
Postlach 10 78 40
James Smith T 000-000-0000 29683 Bad Fallingboste
Senior Director M 000-000-0000 James Smith T 000-000-0000 T +52 000-000-0000
External Communication F 000-000-0000 Senior Director M 000-000-0000 M +52 000-000-0000
Corporate & Legal Affairs 1-800-000-0000 External Communication F 000-000-0000 James Smith F +52 000-000-0000
james.smith@mdlz.com Corporate & Legal Affairs james.smith@mdlz.com Prorecrument Manager james.smith@mdlz.com
mondelezinternational.com mondelezinternational.com IM&HR DAC mondelezinternational.de.com

Standard layout with three phone numbers Optional layout with four phone numbers, name Standard layout with three phone numbers, Extreme example –– if required, content can fill the
and contact blocks shifted up country name included in address, and far right column
country-specific web address shown
BACKS

The standard business card back is the example with the logo on the solid purple background. For business-specific needs, employees can also choose our icons or brand logos can be added to
the back as shown in these examples. If including brand logos on the back of the card, choose selectively for a clean look. Never combine the category icons and the brand logos.

48
 0.38 in (10mm) logo size The name of your
spacing from top 1.23 in ( 31.2mm) legal entity

0.23 in (6mm)

BUSINESS CARDS
spacing from edges

Align text top with top of

logo text x-height

US BUSINESS CARD SIZE:

3.5 IN X 2 IN.
Regions outside the US should comply with local standards.
FONTS: 0.21 in (21mm)
Surco Book & Surco Medium. Calibri is also an acceptable font for from bottom
use on business cards, to limit design costs. Align text with burst 1.9 in (48mm) from left edge
LOGO: in logo

CMYK blended version without HP.

ADDRESS:
Surco Medium 6,5 pts, 2-5 lines as needed.
NAME:
Surco Medium 7 pts, print MDLZ purple.
TITLE/BU:
Surco Medium 7 pts, Up to 4 lines total, print black.
CONTACT INFO:
1-4 phone numbers in any combination, followed by email address.
COMPANY WEB SITE ADDRESS IS REQUIRED: 2,2 in (56mm)
Mondelezinternational.com
(Applicable country web site can be used instead).

Area allowed for logos:

Centered on the card.
Distribute logos within allowed area.
Logos must be large enough to be printed legibly.

49
LETTERHEAD &
ENVELOPES
Even in today’s digital environment, there is still a need in some instances to communicate on
company letterhead. We’ve provided two templates in Word, with and without our category icons.
Please do not change the placement of the logo, icons or address. If absolutely necessary, you
can also pre-print letterhead after using up any existing letterhead inventory.

(Recipient’s Name) (Recipient’s Name)

(Title) (Title)
(Company Name) (Company Name) Mondelēz Global LLC
(Address) (Address) East Hanover, NJ 07936 USA
mondelezinternational.com
(Postcode) (Postcode)

(date) (date) Addressee’s Name, Addressee’s Title

Company
Street Address
City, State Abbreviation & Zip Code
Dear (Name), Dear (Name),

Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor
invidunt ut labore et dolore magna gubergren, no sea takimata sanctus est Lorem ipsum
dolor sit amet. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd
gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Duis autem vel eum
iriure dolor in hendrerit in vulputate velit esse molestie consequat. Lorem ipsum dolor sit
amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet
dolore magna aliquam erat volutpat.
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor
invidunt ut labore et dolore magna gubergren, no sea takimata sanctus est Lorem ipsum
dolor sit amet. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd
gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Duis autem vel eum
iriure dolor in hendrerit in vulputate velit esse molestie consequat. Lorem ipsum dolor sit
amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet
dolore magna aliquam erat volutpat.

Regards, Regards,

(Your Name) (Your Name)

(Your Title) (Your Title)

Mondelēz Global LLC

East Hanover, NJ 07936 USA
mondelezinternational.com

Addressee’s Name, Addressee’s Title

Company
Street Address
City, State Abbreviation & Zip Code

Mondelēz International ● Three Parkway North ● Deerfield, IL 60015 Mondelēz International ● Three Parkway North ● Deerfield, IL 60015
mondelezinternational.com mondelezinternational.com

50
EMAIL Use the MDLZ logo with the Snacking Made
SIGNATURE RIght signature for all email signature lines.

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
hendrerit 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, cons ectetuer 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.

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
hendrerit 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.

James Smith
Senior Director
External Communication
Corporate & Legal Affairs

Mondelēz Global LLC

East Hanover, NJ 07936 USA
The name of T 000-000-0000
M 000-000-0000
your legal entity F 000-000-0000

mondelezinternational.com

51
ORGANIZATION
ANNOUNCEMENTS
Our organization announcement template is simple and easy to use when you need to communicate
people changes. Aim to keep all announcements to one page or less, when possible.

ORGANIZATION
ANNOUNCEMENT

DATE, YEAR

[Your function/BU] Announcement]

[FirstName LastName] Appointed [Position/Region] [FirstName LastName] [Position/Region]
Leaving MDLZ

[USE FOR A NEW TEAM MEMBER OR NEW APPOINTMENT]

We are pleased to announce that FirstName LastName is appointed Title/Region, located in
[Country]. [FirstName] will report to [FirstName LastName], [Title], effective [Date]. AND [IF
APPLICABLE: and will join the [Sub-function/Region] [Legal/CGA] Leadership team.]

([FirstName joins us from [company], where in [his/her role] as [former title]) OR ([Since joining the
company in [date], [FirstName]) [Background on responsibilities/previous experience. Five
sentences max]. [IF APPLICABLE: Reporting to FirstName]:
o [FirstName LastName], [Title], [Country], supporting [responsibilities].

[Background on education]. Please join us in wishing [FirstName] success in [his/her] new role.

[USE IF A TEAM MEMBER IS RETIRING]

After more than [Number] years with the company, FirstName LastName, Title, has announced
[her/his] desire to retire. [Her/his] last day will be [Date].

[Background on responsibilities / previous experience. Five sentences max].

Please join us in thanking [FirstName] for [her/his] many contributions and accomplishments and
wishing [her/him] a happy retirement.

[Include any organizational changes] OR [Any organizational changes that will result from
[FirstName]’s retirement will be subject to a separate announcement.]

[USE IF A TEAM MEMBER IS LEAVING THE ORGANIZATION]

After more than [Number] years with the company, FirstName LastName, Title, [will be leaving the
company], [her/his] last day will be [Date].

Acknowledge contributions. [Three sentences max]

[Include any organizational changes] OR [Any organizational changes that will result from
[FirstName]’s departure will be subject to a separate announcement.]

52
SIGNAGE
Exterior and interior signage should feature a white logo cente-
red on a large field of MDLZ World purple or be purple without a
background color. The logo should have adequate breathing room
around it. At night, the logo should be illuminated from within.

Size should be appropriate and balanced within the environment,

neither too big nor too small. If spotlighting is necessary, lighting
should be bright and even from all angles.

Our signage is our badge to the outside world. Materials should be

selected for aesthetics, performance and durability.

Interior office spaces may be decorated using the artwork and

photography in this brand book, as budget and business need
permits.

53
CLICK HERE TO DOWNLOAD AVAILABLE LOGOS & GRAPHICS