S A L A D M A S TE R B R A N D S TA N D A R D S V2.

01
00
C O NTE NT
S
00. CONTENTS

0 02 0
1
OUR CULTURE
1a. Mission & Vision 6
LOGO GUIDELINES
2a. About Our Logo 11
3
TYPOGRAPHY
3a. About Our Fonts 19
Statements
1b. Brand Idea & Tagline 6 2b. Specifications 12 3b. Headline Font 20
1c. Core Values 7 2c. Lockups 13 3c. Body Copy Font 21
1d. Value Proposition 8 2d. Official Badges 14
1e. Market Positioning 9 2e. Dealer Logos 15
2f. Color Usage 16
2g. Logo Violations 17

04 05 06
COLORS & TEXTURES PATTERN PHOTOGRAPHY

4a. Brand Use 23 5a. About Our Pattern 27 6a. The Images We Use 30

4a. Color Palette 24 5b. Pattern Examples 28 6b. Imagery 31

4b. Textures 25 6c. Image Effects 32

07 08
B R AN D MESSAGING COMMUNICATIONS

7a. Personality 34 8a. Strategy 38

7b. Tone of Voice 35 8b. Registration & Trademarks 39

7c. Brand Direction 36

—
C olors, fonts, photography and other textural
elements come together to create an identity
that distinguishes Saladmaster as a
premium global brand.

The brand standards guide will

help you represent our brand
accurately and consistently in
all communications
and marketing materials.
0
O U R C U LT U R
E
1a. OUR CULTURE | Brand Statements 6

Mission Vision
Our mission statement is to utilize Our vision statement is for

cooking to inspire people to eat everyone in the world to

better, live better, and achieve experience Saladmaster.

the life they desire.

Brand Idea Our Tagline

The Saladmaster brand embodies We Change Life.
what we stand for. It has an Saladmaster empowers people

inherent emotional element but with equipment, knowledge,

is also strategic and long-lasting. support and training, enabling

It represents the connection we them to achieve incredible

transformations in life.
want people to associate with the
Saladmaster brand.
1b. OUR CULTURE | Core 7
Values

Core Values

0 Family
Nurturing and supportive, we
02
Community
A strong support system – comprised of
0
Education
We are teachers and advisors, delivering

3
Dealerships, executive leaders, trainers a superior product experience, teaching
work together and stand by one

1
and corporate staff – we cultivate a proper cooking techniques and offering
another for the common cause of
collaborative environment, helping an outstanding and unique business

04 0
making life better. opportunity.

06
everyone to be successful.

Innovation Integrity Quality

We embrace continuous new We do what we say and say what we do. We have a passion to deliver the very

development – investing in our products,
our programs, and our people – focusing
on change and embracing new, out of the
box ideas with the goal of being first-to-
market utilizing technology to create a
5
Open and transparent, we do what’s right best products, opportunities and
to provide a solid, supportive foundation services – raising the bar to which
for both families and businesses. everyone else aspires.

07
revolution in our industries.

Faith
We are steadfast in our belief of
the superiority of our products, the
transformational power of our programs,
the inspirational leadership of our people
and faith in oneself.
1c. OUR CULTURE | Value Proposition
8

Value Proposition
Inspiring the world to cook up something better.

Our value proposition clearly defines the unique value

Saladmaster provides. It encapsulates the promise of value we

deliver and offers the primary reason people should buy from or

join our company. The Saladmaster value proposition also captures

our core spirit and serves as a guiding force that helps every

member of our family stand proudly behind our brand and

our mission.
1d. OUR CULTURE | Value Proposition
Market Positioning
Saladmaster is the company that makes life better.
For consumers who are passionate
about providing the best experiences
and products for themselves and
loved ones, the Saladmaster cooking
system stands out among traditional
cookware brands with its unique,
premium design, construction, and
superior customer experience.
Saladmaster provides consumers
with education on proper cooking
techniques and the right cooking
equipment to transform the way
they cook and improve the taste and
nutritional value of their food, while
making cooking at home faster
and simpler.
9
For recruitment and retention,
we offer motivated people seeking
more from their careers and their
life an opportunity to pursue
financial freedom, independence
and the support many seek but don't
always find in a traditional career
path.
Saladmaster's Life Changers have
a clearly defined path to success
connected to a premium product,
with all the support of a fun,
dedicated community that is directly
invested in their developement,
changing their lives for the better as
they change the lives of others.
0
L OGO G U I DE L I N E
S
2a. LOGO GUIDELINES | About Our
1
Logo
1

The geometrical figure at the top of our logo is The circles and shapes comprising the Saladmaster
composed of multiple, evenly-spaced overlapping logo represent the core values on which our
circles, which is a visual expression of the company was built:
connection life weaves through all sentient beings.
This ancient art form is a powerful symbol of the + Family + Education
impact Saladmaster has on life.
+ Community + Integrity
+ Innovation + Faith
At Saladmaster, “We Change Life” by inspiring
a bett er way of preparing meals, by utilizing + Quality

cooking to bring families together, by providing

better business opportunities to help families At the center, the circles come together to form the

flourish, and by supporting causes that better symbol for steel, signifying both the material used

society as a whole. to construct our superior products and the strength

of our company, our people and our customers.
2b. LOGO GUIDELINES | Specifications 1
2

Mark

THE SALADMASTER LOGO

We’re proud of our mark and

the story it tells. It’s interlocked
circles are a visual expression
of how we’re all connected
by life and how Saladmaster
inspires positive change in
life.
Logotype

At the center of our logo,

the circles come together to
form an astroid, which is also
a symbol for steel. This is a
powerful representation of the
strength of our products, our
company and our people.
Tagline

Minimum Size 1
in.

C L E A R SPAC E WOR DMAR K M I N I M U M SIZE

It's important to protect the l o go by allowing for
sufficient s p ac e around it. The clear s p a c e on all
sides of the l o g o is equivalent to the X height/width
of the main logotype. For easy reference, the “M”
u s e d in the l o g o ty pe c an b e u s e d for measurement.
T he wordm ark l o g o exam p l e a b o ve is to be The wordmark should be no smaller than 1 in. tall in
u s e d only w he n d e sig n requires the utmost print or web to ensure it will be legible.
simplicity, for exam p l e on products, or when
s p a c e is s o small, it d o e s not allow e n o ug h
ro o m for the mark, tagline or other l o g o lockups
to b e reliably reproduced.
 2c. LOGO GUIDELINES | 1
Lockups 3

The elements of our logo have been configured in several
different variations to provide flexibility for a variety of
applications.
FULL LOCKUP WIT H TAGLINE
When using the Saladmaster logo, please use these lockup
options, and allow the space or use you’re working with
dictate the logo selection.
HORIZONTAL WITH TAGLINE
For questions regarding the use of branding, logos,
badges, photography, marketing materials or other
inquiries, please contact: Marketing@Saladmaster.com.
CORPORATE BADGE

Us age Us age Usage

To be used as the primary logo on print and web.
FULL LOCKUP WITHOUT TAGLINE
To be used as a secondary logo on print and web. U se this horizontal
lockup for tight spaces where vertical space is limited.
HORIZONTAL WITHOUT TAGLINE
The corporate badge may be used in place of the logo for tight spaces,
where the horizontal and vertical spac e is limited. The corporate badge
follows the sa me appearance protocol as logos in the primary and
accent colors (see Color Us age and Violations for details). Avoid rotating,
applying effects or use of opacity when using badges.
WATERMARK

Usa ge Us age Usa ge

To be used when spac e is limited or when the tagline can not be legibly
reproduced, such as on a promotional item or for embroidery.
To be used when space is limited or when the tagline can not be reliably
reproduced, such as on a promotional item or on an embroidered shirt.
The watermark is a logo variant to be used at 50% opacity or less to
maintain a subtle appearance. The watermark may be applied as a
decorative element, but may not be used in place of the Saladmaster
logo. Unlike badges, the watermark can be rotated or displayed
at an angle. W h e n rotating, the left side (beginning of the words
" S A L A D M A S T E R " and " W E C H A N G E LIFE") must always be visible.
2d. LOGO GUIDELINES | Official 1
Badges 4

EXAMPLES:

A series of approved official

logo badges have been issued
for use by various teams within
the organization in official
communications, memos, materials
and for other correspondence.

These badges may be used in place

of the logo for tight spaces, where
the horizontal and vertical space is
limited, or when an alternate use is
needed.

D MA S T E
Badges follow the same LA
A

R
S
appearance protocol as logos and
should appear in the primary and
accent colors only (please refer

DE

N
to Color Usage and Violations for
LE

IO
A
details). Avoid rotating, applying R E X PA N S
effects or use of opacity when using
badges.
2e 1
LOGO GUIDELINES | Dealer
. 5
Logos

INDEPENDENT AUTHORIZED DEALER HORIZONTAL INDEPENDENT AUTHORIZED DEALER BADGE

Usage
Dealers m ust use these l ogo versions for exterior and interior signage
in the primary and brand colors (please see the Specifications, Color
U sa g e and Violations for details). This l ogo version is used to differentiate
Dealerships as an independent authorized entity of Saladmaster, and to
make it clear a Dealer is independent from the corporate office.
INDEPENDENT AUTHORIZED DEALER FULL LOCKUP
Usa ge
Dealers may use this badge in place of the logo for tight spaces, where
the horizontal and vertical space is limited. For example, this b adge is
ideal for use in social media profiles or other places where the full lockup
or horizontal versions may not be the best fit. The Dealer ba dge follows
the s ame appearance protocol as logos in the primary and accent colors
(see Color Usage and Violations for details). Avoid rotating, applying effects
or use of opacity when using badges.

For questions regarding the use of branding, logos, badges,

photography, marketing materials or other inquiries, please
contact: Marketing@Saladmaster.com.

Us age
Dealers must use these logo versions for exterior and interior signage
in the primary and brand colors (please see the Specifications, Color
U s a ge and Violations for details). This logo version is used to differentiate
Dealerships as an independent authorized entity of Saladmaster, and to
make it clear a Dealer is independent from the corporate office.
2f. LOGO GUIDELINES | Color 1
Usage 6

COLOR USAGE EXAMPLES: PHOTOGRAPHY USAGE EXAMPLE:

Usage Us age Us age

Primary brand blue on an accent off-white background. Accent grey on an accent navy background. For d ark p h o t o s u s e a c c en t off-white, or the ac c e n t g ra y to provide
contrast. For l ight b a c k g r o u n d s u s e the p rim ary b ra n d b l u e or
green. L o g o s s h o u l d b e p l a c e d over the neutral s p a c e to maintain
a c l e an l ook a n d feel.

Usage Usage Usa ge

Accent off-white on a primary brand blue background. Primary brand green on an accent gray background. Accent off-white on primary brand green background.
2g. LOGO GUIDELINES | Violations 1
7

VIOLATION EXAMPLES:

Do not resize the logo by altering it disproportionately as this can result Always apply l ogos with the correct use of color. Us e accent off-white or Do not tilt the logo in any way. Alignment must be horizontal at all times.
in a slanted or shifted view. accent grey on dark backgrounds. Likewise the primary brand blue, brand
green or accent navy may be used on light backgrounds. Do not place a
dark l ogo on top of a dark background.

Do not resize any element of the logo, use the mark disproportionately,
or alter the original logo design in any way.
Do not apply effects or embellishments that alter the appearance Do not alter logo colors, mix colors, or apply any opacity to logos. Logos
of the logo, including, but not limited to application of drop shadows, should only be used in the primary or accent colors, applied in a single
opacity, embossings, 3d, strokes, glows, etc. Lo g o s should only be used solid color appllied full-strength without opacity.
in the primary or accent colors, applied in a single solid color, appllied
full-strength without opacity, visual effects or other embellishment
applied.
0
T YP O G R AP H
Y
03. TYPOGRAPHY | About Our
1
Fonts
9

The fonts used in our materials highlight both the elegance

and fun of the Saladmaster brand.

This balance is achieved by pairing a luxurious, refined

typeface with a more modern, minimalistic sans serif
font that has a vintage vibe that's more playful and
approachable.
3a. TYPOGRAPHY | Headline
20
Font

HEADLINE TYPOGRAPHY | SECONDARY TYPEFACE

P 2lBayfair
graceful, Display
classic font to
be
is aused in the primary
and accent colors for
headlines, titles, page
and section numbers;

Playfair Display
and other areas of
where the typeface
should prominently
stand out.

ABCDEFGHIJKLM
The italic version is
meant to be used for
emphasis only, for
example, to highlight

NOPQRSTUVWXYZ
a benefit within a
sentence, etc.

This True Type font

is available for free
download at:

Google.com/Fonts abcdefghijklmnopqrstuvwxyz
or
at:
FontSquirrel.com/
Fonts/Playfair-Display
Italic Regular Bold
ABCDEFGHIJKLMNO ABCDEFGHIJKLMNO ABCDEFGHIJKLMNO
PQRSTUVWXYZ PQRSTUVWXYZ PQRSTUVWXYZ
0123456789 0123456789 0123456789
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
3b. TYPOGRAPHY | Body Copy
2121
Font

BODY COPY | PRIMARY TYPEFACE

2Rapproachable,
Aaleway is
aneasy-to-read font
that balances the
sophistication of
Playfair Display.

Use this font primarily

for body copy,
subheads, tables,
Raleway
running text or

ABCDEFGHIJKLMNO
anything that could be
considered utility copy.

The light and regular

PQRSTUVWXYZ
typefaces are primary.
When emphasis is
needed, use italics or
bold.

This True Type font

abcdefghijklmnopqrstuvwxyz
is available for free
download at:

Google.com/Fonts

or at:

FontSquirrel.com/
Fonts/Raleway
Light Regular Bold
ABCDEFGHIJKLMNO ABCDEFGHIJKLMNO ABCDEFGHIJKLMNO
PQRSTUVWXYZ PQRSTUVWXYZ PQRSTUVWXYZ
0123456789 0123456789 0123456789
abcdefghijklmnopqrstuvwx abcdefghijklmnopqrstuvwx abcdefghijklmnopqrstuvw
yz yz xyz
04
C OLOR S & T E X T U R
ES
04 COLORS & TEXTURES | Brand 23
Use

—
Our brand integrates several neutral tones that allow our cookware
and food to shine.

We also use opacities and various textures that act as colors. This
includes application of opaque color filters, marble, slate, weathered
wood, linen, cotton, cement and other natural textures.

Our secondary colors are intended to be used to draw the eye to a

call-to-action, a web button or to highlight important information
that needs to stand out, please use secondary colors sparingly.
4a. COLORS & TEXTURES | Color 24
Palette

The primary brand blue and

green should be considered first,
and may be applied with opacities
to take on a different appearances
as needed for the application. Primary Brand Blue Primary Brand Green Accent Off-White Accent Gray Accent Navy

Accent colors, with or without Pantone: 7694 Pantone: 323 U - 5463 C Pantone: Cool Gray 1 Pantone: Cool Gray 3 Pantone: 303
opacity, may also be used to give CMYK: 97/74/41/31 CMYK: 93/65/57/56 CMYK: 10/5/5/0 CMYK: 22/17/18/0 CMYK: 98/74/49/47
a more broad range and depth of RGB: 17/62/91 RGB: 3/49/58 RGB: 244/244/244 RGB: 198/198/198 RGB: 0/48/69
color to the palette. HEX: 133E5B HEX: 03313A HEX: F4F4F4 HEX: C6C6C6 HEX: 003045

Opacities are often applied to 100% 100% 100%

images, or for use with text, to

lighten the "weight" of oversized 100% 100% 80% 80% 80%

text or to alter the apperance of
copy.

60% 60% 60%

Secondary colors are to be
applied in an understated
manner and should be used
40% 40% 40%
sparingly at full strength without 80% 80%
opacity; for example to highlight
a single word, phrase or sentence
on a dark background, for a
button on the web, or to draw
attention to a call-to-action in
copy.
60% 60% Secondary Lemon Secondary Tangerine
Avoid using secondary colors
in prominent areas, such as Pantone: 113 Pantone: 715
headlines and repetitive, or
CMYK: 1/11/73/0 CMYK: 0/52/85/0
decorative elements. Instead, use
RGB: 254/221/98 RGB: 247/145/62
the primary and accent colors in
HEX: FFDD63 HEX: F7913E
those areas.
40% 40%
When a secondary color is used, 100% 100%
it should occupy 10% or less of
the entire piece as a general
rule.
4b. COLORS & TEXTURES | 25
Textures

Our brand uses a variety of

natural textures. These textures
provide visual interest, and can be
used to allude to different kinds of
kitchen surfaces. These textures
are used subtly, where additional
visual interest, or texture is
needed.

Marble Bl ue-Gray Slate

Woodgrain Concrete
0
P A T T ER N G U I D EL I N E
S
05 B R A N D PATTERN | About Our 27
Pattern

Our brand pattern was created from the mark of our logo.
It’s comprised of interlocking circles that represent the way

Saladmaster connects and impacts the lives of people who are

brought together through cooking or when sharing a meal.

5a. B R A N D PATTERN | Pattern 28
Examples

This simple pattern

creates texture, especially
when a photo may not be
appropriate. The patterned
design may be used on digital
and printed pieces, as well as
on products like wallpaper,
fabric or on napkins.
Avoid mixing the brand
pattern with other textural
elements to maintain its
clean modern look and
understated elegance.

It is recommend that
the pattern be us ed at a
low opacity (10%-20%) to
create a monochromatic
tone-on-tone effect and to
keep the pattern looking
subtle.

For questions regarding

the use of branding,
logos, badges,
photography, marketing
materials or other
inquiries, please contact:
Marketing@
Saladmaster.com.
06
PH O T O G R A PH
Y
The Images We Use
The Saladmaster brand uses custom
lifestyle photography to tell the many
stories connected to our products,
our people and the lives they change
through cooking.

These photographs are intimate,

organic and inviting. They capture
the beautiful, authentic experience of
cooking — and of life in general.
6a. PHOTOGRAPHY | Imagery 3
1

The content of our imagery

is focused on both food
and lifestyle, because we
believe that cooking inspires
relationships, events,
gatherings and memories
that can last a lifetime. Our
imagery tells a more complete
story about the Saladmaster
brand.

Textural elements are also

created with ingredients in our
imagery, and to introduce a
tactile element. This also adds
a healthy serving of realism,
because real cooking and
real gatherings can get a little
messy.

For questions regarding

the use of branding,
logos, badges,
photography,
marketing materials or other
inquiries, please contact:
Marketing@Saladmaster.com.
6b. PHOTOGRAPHY | Image 32
Effects

Lighting for all images is

A
either natural or from a single
light source. This creates a
mood with both highlights
and shadows.

Backgrounds for display

photos should appear neutral
and textured. When copy is
needed on a photograph, use
B
a heavy primary or accent
color overlay or place text
into the negative space of the
image.

Layers of opacity are used

to achieve a sophisticated
premium brand look and
feel.
C

A B &C
Images should have minimal color A primary or secondary color overlay (of
correction, natural light creates a moody 6 0 % opacity or more) may be applied to
element with a variation of highlights and create a textural dark background for copy
shadows. when needed.
0
B R A N D PER S O N A L
IT Y
07 B R A N D MESSAGING | Personality
34

Our brand message is definitely important, but how that message is

delivered is what gives our brand a very distinct personality or

“voice.” It’s another way people can connect with and relate to who

we are and what Saladmaster has to offer.

When speaking or writing for Saladmaster, please use these

suggestions to help keep our voice consistent across all materials

and communications.
7a. B R A N D MESSAGING | Tone of Voice 35
.

Who is Saladmaster?
Saladmaster is a fun-loving teacher and dreamer. W e empower
people with knowledge, training and support — in a way that’s fun
and energizing, enabling them to achieve incredible transformations
in their life.

THE TEACHER THE DREAMER THE ENTERTAINER

Experienced and knowledgeable. Provides
support and training so a change can be
made. Offers new understanding of the world.
Empowers others to continually better their
journey.
Promotes faith and wonder to achieve Element of energy and fun. Adds levity and
extraordinary experiences and/or speaks the truth when no one else does.
transformations. Helps people explore and Doesn’t take themselves too seriously.
reach their dreams for the future.
7b. B R A N D MESSAGING | Direction
.
Brand Direction
The following words characterize the Saladmaster brand personality and tone; confident, genuine, fun, inspirational, positive,
premium, encouraging and trustworthy.
+ Saladmaster is personal. Use first person whenever
possible. Incorporate words like “we,” “us,” “you,”
"who" and “our” to communicate a connection
between Saladmaster and the reader.
+ Saladmaster is helpful. Utilize a knowledgeable tone
without being condescending; Saladmaster wants
to lightheartedly share information about cooking,
healthy living, nutrition, business, etc. to everyone it
can, without being a know-it-all.
36
+ Saladmaster is fun. Balance an upbeat tone with
professionalism and sophistication.
+ Saladmaster is concise. With the breadth of
programs and promotions offered by Saladmaster,
copy should be as streamlined, concise and
straightforward as possible.
+ Saladmaster changes life. Keep this in mind in
communications, and share those experiences in
an inspirational way.
08
C O M M U N I C AT I O N
S
8a. COMMUNICATIONS |
38
Strategy

Strategy
When speaking or writing about Saladmaster, it’s important and helpful to remember our
overarching message, that's communicated in our tagline, We Change Life. This is a global message
that stays consistent across all of our communications. Content ideas to be communicated include:

+ Ways Saladmaster changes life.
+ For people passionate about food,
Saladmaster provides the best cooking
products and experiences.
+ How our premium design and superior
product construction improves taste and
makes cooking faster, easier and healthier.
+ People who buy or sell Saladmaster become
part of a fun, supportive global community.
+ The Saladmaster business opportunity
offers the ability to achieve financial
freedom, independence and receive support
than many traditional career paths.
+ How Saladmaster Dealers change life for
themselves and others.

+ Saladmaster cooking shows, cooking classes

and original recipes inspire meals that are + Ways the Saladmaster lifestyle makes life
foundational to memorable gatherings and better for our customers, their families and
celebrations with the people we love. our team members.
8b. COMMUNICATIONS | Registration &
39
Trademarks

Registration & Trademarks

A ®
mark should accompany the first use of the logo in any document. Subsequent logos
that appear in materials do not need to include the ®
mark.

A ™ mark should accompany the first use of the tagline “We Change Life” in any document
copy, unless “We Change Life” was already included in the logo lockup. Likewise, when
using any trademarked terms such as "Vapo-Valve ™" in copy, the first instance should
include the ™ mark, and subsequent uses should not include the ™ mark.

***A ®
should accompany the first use of the word Saladmaster in document copy, but only
if the logo does not appear on that page. If the logo does appear on the page, no ®
on the
word Saladmaster is necessary

For questions regarding the use of branding, logos, badges, photography, marketing materials or
other inquiries, please contact: Marketing@Saladmaster.com.
Q U E S TI O N S ?
M A R K E TIN G @ S A L A D M A S TE R .C O M

Saladmaster.com
230 Westway Place, Suite 101
Arlington, Texas 76018
(800) 765-5795

© 2016 Regal Ware, Inc. - All Rights Reserved L81195SA