Masterchef Brand Style Guide 2021

Brand & Style Guide
02 | MasterChef | Brand & Style Guide
Contents
THE BRAND PACKAGING GUIDE BRAND EXTENSIONS

The MasterChef Brand Packaging Collections Explained 14 Experiential 33
Brand Statement 03 The Champions Collection 15 Experiential Opportunities 34
Brand Values 04 Photography Guidelines 16 The TV Experience Restaurant 35
Sustainability Guidelines 05 Set Photography Guidelines 17 Digital 36
Tone of Voice 06 Cookware, Homeware & Gifting 18 Web Banner Examples 37
Logo Lockup 07 Culinary Food 19 Social Media Examples 38
The M-Swirl 08 Culinary Food with MasterChef Talent 20 Legal & Approvals Process 40
Logo Do’s and Don’ts 09 Back of Pack 21
Colour Palette 11 Product Mockups 22
Fonts 12 The Signature Collection 27
Photography Guidelines 28
System Front 29
System Back 30
Product Mockups 31
03 | MasterChef | The Brand
Brand Statement
So, what is MasterChef?
MasterChef is a global
entertainment phenomenon
that celebrates the passion
and creativity of cooking.
MasterChef inspires and helps

ordinary cooks to become the
best in their own kitchens.
The ultimate cooking brand.

Brand Values
The core principles that guide the MasterChef
business and the brand.
ENTERTAINMENT COOKING ACHIEVEMENT QUALITY CONTEMPORARY

An iconic production It matters Anyone can be The MasterChef mark MasterChef knows
a MasterChef carries authority what is happening
MasterChef captures and feeds MasterChef believes in In the MasterChef kitchen, MasterChef works with the MasterChef celebrates
viewers imaginations. Aired cooking to unite individuals, ordinary cooks tie on an apron best and expects nothing contemporary food culture and
in 200+ territories with 300+ families, and cultures. and compete to become less. The “M-Swirl” represents trends, and reflects the diversity
million viewers, MasterChef Celebrating global food, the best. MasterChef shares the quality, integrity and of the global community.
delivers great entertainment. diversity and shared goals. knowledge, encourages competitiveness for which With an increasing focus on
ambition, rewards excellence, MasterChef is known. sustainability, MasterChef has
and celebrates success. an opportunity to establish
positive practices to ensure
that key issues including food
waste and single-use plastic
reduction are addressed.
Sustainability Guidelines
MasterChef is a globally recognised and
trusted brand that is viewed in more than
120 countries with a very faithful audience
and, importantly, one that people look up
to as best of its kind.
With an increasing focus on sustainability across Banijay Brands,

the MasterChef brand has an opportunity to establish positive
practices to ensure that key issues including food waste and
single-use plastic reduction are addressed.
Simple ways to help, where possible:

• Use biodegradable and eco-friendly materials
• Reduce single use plastic within product packaging
• Use recycled paper & cardboard within product packaging
• Incorporate multi-use packaging so that it can be reused
• Reduce food waste and use sustainable ingredients within
experiential activities
Tone of Voice
This is the way we express ourselves. Our tone when
we speak, or in print. Everything we make tells the
MasterChef story.
CHEERING ON TRUSTED MASTERCHEF RIVETING

CHAMPIONS EXPERTISE IS UNIVERSAL DRAMA
What we do... What we do... What we do... What we do...
The competition is fierce, but we The best chefs and critics in the world MasterChef is enjoyed all over the A MasterChef kitchen is a noisy,
encourage cooks to develop. judge MasterChef competitors. They world. It celebrates all cuisines and tense and competitive place.
always expect the best. Their words – cultures. We hook people in and hold
and ours – carry weight. their attention.
How we do it... How we do it... How we do it... How we do it...
The language we use is encouraging, We speak with the confidence of Before using idiomatic language, We use a lively tone in the active
warm and educational; it inspires experts, with correct spelling, grammar niche wordplay or assumed knowledge, voice to create tight copy. We write
creativity and promotes success. and facts to reflect our authority. We we consider our broad audience. with clear intent and a sense of
don’t patronise or dumb down. momentum to immediately engage.
07 | MasterChef | The Brand The MasterChef Brand
Logo Lockup The MasterChef logo lockup consists of 3 elements:
The MasterChef logo consists of 3 elements:

the M-Swirl, the logotype, and ‘The TV Series’.
These elements have been designed to lock
up to create the MasterChef core logo. 1. M-Swirl 2. Logotype 3. ‘The TV Series’
It is important that the logo is not obscured by other elements.
When writing MasterChef in text you should write it as it appears

in this sentence, with a capital ‘C’.
When using the full lockup on packaging, the M-Swirl should

always appear in orange. The text elements can appear in black or
white - whichever is most appropriate for the colour it is placed on.
In territories where the MasterChef wordmark cannot be used,

please speak to your Banijay Brands contact for further guidance.
Full logo Lockup You should always keep a minimum area

of clear space around the MasterChef
logo based on the height of the ‘M’.
The M-Swirl Icon

The M-Swirl has been designed to appear
over a wide range of media. It is a flexible
mark and can be applied in a variety of ways.
It can be used as a brand identifier when the
full logo lockup cannot.
When used on its own, outside of the full lockup, the M-Swirl
can be orange, white or black - whichever is most suitable for
the colour it is placed on. Red should always be avoided due
to trademarks.
When used on a product, the M-Swirl must be used on

its own, rather than the wordmark or full logo lockup.
Alternative Colour Combinations

Logo - Do’s and Don’ts

Rules on how the logo can and cannot
be applied and adapted.
DO use the most up to DO ensure the copy is DO follow the clear space DO keep the lockup in two DO reverse colours
date version of the lockup always legible. rules outlined on page 07 colour format to ensure visibility
Please check the size of the logo when printing
on smaller products. In some circumstances
‘MasterChef THE TV SERIES’ can be made up to
20% bigger for legibility if the area is too small.
MasterChef
DO use an uppercase C
for the word MasterChef
at all times in copy
Logo - Do’s and Don’ts

Rules on how the logo can and cannot
be applied and adapted.
DO NOT use any previous DO NOT stretch the logo DO NOT squash the logo DO NOT use colours DO NOT replace the M
MasterChef logo that are off brand for MasterChef with the
M-Swirl logo
Masterchef
DO NOT use a lowercase DO NOT recreate the logo DO NOT print the logo
c for the word MasterChef onto packaging where the
at any point in copy logo will be obscured or
split
Colour Palette
All key elements on all packaging
ranges should be based around
these three core colours.
C: 0 M: 70 Y: 100 K: 0 C: 0 M: 0 Y: 0 K: 0 C: 0 M: 0 Y: 0 K: 100
R: 236 G: 102 B: 8 R: 255 G: 255 B: 255 R: 0 G: 0 B: 0
#EC660B #FFFFFF #000000
Typography
Hierarchy to use across packaging
As Licensee you are responsible for ensuring you purchase

the correct License for any fonts.
All fonts can be purchased from myfonts.com.
STERADIAN BOLD STERADIAN REGULAR STERADIAN MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 £$€& 0123456789 £$€& 0123456789 £$€&
WWW.MYFONTS.COM/FONTS/EMTYPE/STERADIAN/
FS CLERKENWELL BOLD FS CLERKENWELL ITALIC FS CLERKENWELL REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789 £$€& 0123456789 £$€& 0123456789 £$€&
WWW.MYFONTS.COM/FONTS/FONTSMITH/FS-CLERKENWELL/
Packaging
Guide
14 | MasterChef | Packaging
The Collections
We have developed two different packaging The main differences between the two styles are:
styles. The Champions’ Collection is for all • Photography
mid-range/premium products. The Signature • Typography
Collection is for all volume products. • Device for holding the MasterChef logo
• Positioning of range name
The Champions’ Collection The Signature Collection

The Champions’ Collection uses top-down The Signature Collection uses lifestyle
product and ingredient photography. photography. It also uses vertical
It also uses the apron, upon which the logo typography for the product name and
lockup and product name sits. The range a white rectangle upon which the logo
the
SIGNATURE COLLECTION
name sits in a black box at the bottom left lockup and range name sits.
hand side of the pack.
PRODUCT NAME
15 | MasterChef | Packaging - The Champions Collection
The Champions’
Collection
The Champions’ Collection is the core MasterChef
packaging look to be used across all products and
across all retail, except value retailers when the
Signature Collection should be used. This direction
pulls inspiration from the show; the apron, colourful
food ingredients and the iconic M-Swirl.
16 | MasterChef | Packaging The Champions’ Collection
Product Photography
Images should feel authentic, using
natural lighting and with a focus on
fresh ingredients.
Both ingredient and product photography for The Champions’

Collection should always be taken from directly above, with
natural lighting and on a pale grey marble surface. Lighting,
brightness and colour tone must be consistent across all
photography. The placement of ingredients should feel natural
and scattered, rather than overly composed. Be sure to select
ingredients that both compliment and relate to the product itself.
Where it is not possible to have a photo shoot for the product

and ingredients together, ingredient images can be sourced
separately and can be found here*. When using these assets,
along with you product photography, try to arrange them in a way
that feels authentic, ensuring shadows fall in the same direction
and that the items are to scale. It is the Licensee’s responsibility
to ensure the correct license is purchased for any imagery.
Unless the product is for a pre-made meal, ONLY ingredients

should be featured, rather than fully prepared meals.
*elements.envato.com/graphic-templates/scene-generators/kitchen
Set Photography
Whenever possible, black and white set
photography should be used on the reverse
of the packaging.
Packaging should showcase a duo toned image of a

MasterChef set on either a section of the back or a full side of
a box, depending on the where there is available space. Within
this image a brand identifier should be clearly recognisable on
the set - either the M-Swirl, full MasterChef logo or both.
These images are available as usable assets. If you would

prefer to use images of a localised set please request this from
your local Banijay representative. Please ensure any imagery
is converted to duo tone and contains the M-Swirl or full
MasterChef logo.
Cookware, Homeware & Gifting

Packaging design system to be applied Drop shadow
behind banner
to add depth
across cookware, homeware and gifting
In this design system, the product should be placed in THE APRON Logo Lockup
clear space where possible, on the right hand side of the This banner contains the
MasterChef logo, product name
packaging. Food imagery should be placed around this. and brief description. It should use
a drop shadow. Banners and type
The packaging layout should be composed using food should all be centrally aligned.
photography assets, alongside a top-down photograph

of the actual product. For some products, it may be Steradian Bold
necessary to lay the product flat on the surface to see it

PRODUCT Steradian Bold
from a better angle - for example a blender, pepper mill or

The product should be the focus of the
wine glass. If the product is visible through the packaging - right hand side of the packaging. If the
product is visible through the packaging,
for example in a blister pack or window box - do not use a do not use a photograph of the product.
photograph of the product.

FOOD PHOTOGRAPHY
Compose a selection of food ingredient
Please note the marble texture is the only image we supply items in the background, in the space
around the branded banners. The food
as a usable asset. All food and product photography is the ingredients and product photography
should be layered behind the banners
responsibility of the Licensee. and drop shadow. This layout should be
pared back and simple and the food
ingredients should relate to the product.
Marbled Texture
See Product Photography on page 15 for
full guidance.
COLLECTION NAME Equal clear space

margins
This banner should contain the FS Clerkenwell Italic

collection name The Champions’ FS Clerkenwell Bold
Collection. It should always be
FS Clerkenwell Italic
centered to the white apron above.
Culinary Food
Packaging design system to be applied Drop shadow
behind banner
to add depth
across culinary food products
In this design system, the packaging should mainly consist

of the MasterChef apron banner, featuring the M-Swirl, Logo Lockup
collection name and product information. On smaller

products where space is limited, the apron should be
aligned centrally instead of to the left.
THE APRON
This apron contains the MasterChef
logo, product name and brief
description. It should use a drop Steradian Bold
shadow. The apron banner and type
should all be centrally aligned. Steradian Bold
BACKGROUND
Compose one or two food ingredient
items in the background, in the space
behind the branded banners. The Marbled Texture
food ingredients should be layered
behind the banners and drop shadow.
The layout should be pared back and
simple and the food ingredients should
relate to the food product.
COLLECTION NAME
FS Clerkenwell Italic
This banner should contain the
FS Clerkenwell Bold
collection name The Champions’
Collection. It should always be FS Clerkenwell Italic
centered to the white apron above.
Equal clear space
margins
Prepared Food with MasterChef Talent

Packaging design system to be applied
across prepared food
Logo Lockup
on apron photograph
In this design system, the packaging is divided into three
sections; the first being the food photography, followed
by the collection name, and finally a section for product
information and to showcase the MasterChef talent.
Chef Photograph -
in apron with food
The product should be shown as a prepared meal, being
FOOD PHOTOGRAPHY
held by the chef in a white apron. The MasterChef logo Meal Serve
Food should be presented as a
lockup should be placed on the apron. prepared and plated meal. It should be
brightly lit in natural lighting, and be
held by a person in a plain white apron.
Food should be styled to look delicious
and attainable.
Equal clear space
margins
COLLECTION NAME FS Clerkenwell Italic
FS Clerkenwell Bold
This banner should contain the FS Clerkenwell Italic
collection name The Champions’
Collection. It should always be
centered.
INFORMATION Photograph of
MasterChef talent
Product information should be placed
in this area. It should contain the
product name and information, as well
as references to the MasterChef talent
including their photograph, name, and
a written signature.
Back of Pack
Design system to be applied across FOOD PHOTOGRAPHY Drop shadow
behind banner
to add depth
the back of packaging A small amount of food photography
can be included on the back of pack,
behind the apron. Ensure that this is
only in the space that will not feature Logo Lockup
any copy.
THE APRON
This banner contains the MasterChef
logo, product name and brief description.
It should use a drop shadow. Banners and Steradian Bold
type should all be centrally aligned. Steradian Bold
Marbled Texture
INFORMATION
All back of packs should include this
short paragraph, which gives context Steradian Regular
to the Champions’ Collection: Italic
With quality and integrity at its heart,
The Champions’ Collection is a product
range for every aspiring MasterChef.
Bearing the official M-Swirl logo, each
product has the MasterChef seal of
approval, guaranteed to inspire passion
and creativity in the kitchen.
Steradian Regular
Product information should be placed
in the area below. For food products,
quotes can also be included from the
MasterChef talent.
Orange Divider
SET PHOTOGRAPHY
This is a flexibly sized banner in which
to place the black and white set
photography. The size should adapt
to the amount of space available. Set
photography guidance can be found
Barcode
on page 17.
Legal Notice:
Steradian Medium
Cookware Mockups
Cooking Accessories & Tableware

Small Domestic Appliances

25 | MasterChef | Consumer Products Packaging The Champions’ Collection
Gifting & Publishing

Food Mockups
27 | MasterChef | Packaging The Signature Collection
The Signature
Collection
The Signature Collection is the MasterChef
packaging look that should be used across
all products intended for volume retail. This
direction pulls inspiration from the show;
colourful food ingredients, the atmosphere
of cooking and the iconic M-Swirl.
Product Photography
Images of products should feel sleek,
using natural lighting and with a focus on
the product in use.
Ensure that all important elements of the product are clear and
in focus. This should take up the majority of the packaging, in
clear space. Aim for fresh colours and tones, and use images
that show good contrast between dark and light, to bring focus
onto the product.
Consider the size and shape of the packaging. Also consider

if the images are to be used on social media or as a wide
banner on a website. Consider space for layering the logo and
typography.
System Front MARGIN
Margin is equal
to the width of
the MasterChef
wordmark ‘a’
Packaging design system guidance, to be

applied across all Signature Collection
products Logo Lockup
TYPE & GRAPHICS

FS Clerkenwell
In this design system, a lifestyle photo shoot should This white rectangle contains the SIGNATURE COLLECTION italic
FS Clerkenwell
MasterChef logo and collection name. Bold
be set up for the products. See page 28 for details on
photography.
BACKGROUND
A lifestyle photograph of a product in
use should be placed in the background.
The product should be mostly in clear
space, with some slight overlap with the
brand elements.
PRODUCT NAME
PRODUCT NAME
PRODUCT NAME
COPY
The product name and information can
run across up to three lines, depending on
the length of the wording. It should always
run vertically up the packaging and be
positioned to the left hand side in line with Steradian Bold
the logo above. Use font Steradian Bold.
If the copy is not visible over the

photography, darken the photograph
underneath this section, blending it out
so the rest of the image remains light.
Alternatively, change the copy colour to
MasterChef orange or black.
System Back MARGIN
Margin is equal
to the width of
the MasterChef
wordmark M
Layout system guidance, to be

applied across the back of all TYPE & GRAPHICS Logo
Signature Collection packaging This white rectangle contains

the MasterChef logo
Steradian
Bold
Steradian
Regular
Paragraph
spacing equal to
wordmark M
COPY
Product name and description.
Use Steradian Bold for the product
name, and Steradian Regular for the
copy. Space can be used to repeat
information in different languages for
different territories.
Gradient
Overlay
BACKGROUND
The background should be
predominantly black, with a gradient
area in which to place the black and
white set photography. Please see page
17 for set photography guidance.
Barcode
Legal Notice:
Steradian
Medium
Product Mockups
Brand
Extensions
33 | MasterChef | Brand Extensions
Experiential
We know people love to go face to face with
MasterChef, bringing it into their homes or spending
time surrounded by the culinary atmosphere at our
restaurant and other experiences. The following
demonstrates the different worlds we have created
for our audience.
34 | MasterChef | Brand Extensions Experiential
MasterChef Experiential Opportunities

The drama and entertainment within MasterChef
lends itself well to the following experiential activities:
• Restaurants
• Cookery Schools
• Mall Events
• On board cruise ships
• Live Tours
• Food Festivals
Any experience for MasterChef should always endeavor

to include:
• High production values
• Suspense, drama and surprise
• Be as interactive as possible
• An equal element of challenge and fun
• Be accessible to all
• Encourage growth and learning in the culinary field
• Be uplifting
• Be low on food wastage and as kind as possible
to the environment
• Preferably a long term experience people can return to
• Involve recipes, icons from the series, talent
inclusion and makes full use of the style guide
35 | MasterChef | Brand Extensions Experiential
MasterChef, the TV Experience Restaurant

MasterChef, the TV Experience restaurant brings the
atmosphere of the show to life in restaurants around the world.
Our original restaurant based in Dubai has a capacity to serve

over a 100 covers a day and brings the element of surprise with
the iconic Mystery Box served to your table.
The menu features seasonal dishes inspired by MasterChef

Champions from around the world. Champions and Finalists
hold residencies at the restaurant for a limited time. A true
MasterChef culinary experience!
As licensor we own the operations manual for this restaurant

and work closely with new versions around the world. Each
restaurant follows the operations manual and can be localised
to an extent to suit the local market.
36 | MasterChef | Brand Extensions
Digital
37 | MasterChef | Brand Extensions Web Banners
Web Banner Examples

Use ingredients to frame the apron and title.
EXAMPLE BANNER FOR YOUTUBE
EXAMPLE BANNER FOR AMAZON

38 | MasterChef | Consumer Products Packaging Social Media
Social Media Examples

39 | MasterChef | Brand Extensions Social Media
Social Media Examples

40 | MasterChef | Consumer Products Packaging
Legal & Approvals

Process
41 | MasterChef | The Brand Legal & Approvals Process
Legal & Approvals Process

The development of MasterChef consumer
products, experiential activities and marketing
materials must be approved through our MediaBox
approvals system. It is important that any usage of
the MasterChef IP must be approved by Banijay
Brands. Please see the legal and approvals form
that is included with the contract for more
detailed information including local guidelines.
The approvals process is crucial to ensuring that

your products adhere to the MasterChef brand
guidelines. No product, promotion, advertising
or event may proceed to production or launch
without written approval from Banijay Brands.
Please use the endemol shine legal line:
© 20XX* Shine TV Limited. MasterChef and the

MasterChef logo are registered trademarks of
Shine TV Limited and its affiliates. Licensed by
Endemol Shine IP B.V. All Rights Reserved.
* Insert year of product launch

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Brand & Style Guide

02 | MasterChef | Brand & Style Guide

THE BRAND PACKAGING GUIDE BRAND EXTENSIONS

Brand Statement 03 The Champions Collection 15 Experiential Opportunities 34

Brand Values 04 Photography Guidelines 16 The TV Experience Restaurant 35

Sustainability Guidelines 05 Set Photography Guidelines 17 Digital 36

Tone of Voice 06 Cookware, Homeware & Gifting 18 Web Banner Examples 37

Logo Lockup 07 Culinary Food 19 Social Media Examples 38

Logo Do’s and Don’ts 09 Back of Pack 21

Colour Palette 11 Product Mockups 22

Fonts 12 The Signature Collection 27

MasterChef inspires and helps

The ultimate cooking brand.

ENTERTAINMENT COOKING ACHIEVEMENT QUALITY CONTEMPORARY

With an increasing focus on sustainability across Banijay Brands,

Simple ways to help, where possible:

CHEERING ON TRUSTED MASTERCHEF RIVETING

What we do... What we do... What we do... What we do...

How we do it... How we do it... How we do it... How we do it...

Logo Lockup The MasterChef logo lockup consists of 3 elements:

The MasterChef logo consists of 3 elements:

It is important that the logo is not obscured by other elements.

When writing MasterChef in text you should write it as it appears

When using the full lockup on packaging, the M-Swirl should

In territories where the MasterChef wordmark cannot be used,

Full logo Lockup You should always keep a minimum area

The M-Swirl Icon

When used on a product, the M-Swirl must be used on

Alternative Colour Combinations

Logo - Do’s and Don’ts

Logo - Do’s and Don’ts

As Licensee you are responsible for ensuring you purchase

STERADIAN BOLD STERADIAN REGULAR STERADIAN MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

FS CLERKENWELL BOLD FS CLERKENWELL ITALIC FS CLERKENWELL REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

styles. The Champions’ Collection is for all • Photography

mid-range/premium products. The Signature • Typography

• Positioning of range name

The Champions’ Collection The Signature Collection

Both ingredient and product photography for The Champions’

Where it is not possible to have a photo shoot for the product

Unless the product is for a pre-made meal, ONLY ingredients

Packaging should showcase a duo toned image of a

These images are available as usable assets. If you would

Cookware, Homeware & Gifting

across cookware, homeware and gifting

photography assets, alongside a top-down photograph

necessary to lay the product flat on the surface to see it

from a better angle - for example a blender, pepper mill or

photograph of the product.

COLLECTION NAME Equal clear space

This banner should contain the FS Clerkenwell Italic

In this design system, the packaging should mainly consist

collection name and product information. On smaller

Prepared Food with MasterChef Talent

Cooking Accessories & Tableware

Small Domestic Appliances

Gifting & Publishing

Consider the size and shape of the packaging. Also consider

System Front MARGIN

Packaging design system guidance, to be