With the new Visual Identity, we aim to maximize our DBAs to speed up the recognition of our brand and products. It is important to use them correctly, following the brandbook guidelines and color palettes. Do not alter color, shapes, elements or size. Cutting shapes is only allowed if by doing so they do not lose recognition. DINO is our main DBA - there is a chapter in this portal about it. For the rest of main DBAs:

The Brand Marque is the most important brand asset on pack. It must be big and bold and placed in the most noble area of all: in the center of FOP, and at the top. There can be no element overlapping the logo, as it is the main foreground element. The width of the Brand Marque must occupy at least 60% of the width of the FOP. Please refer to brandbook pages 17-21 for guidelines and local adaptations. Layout guidelines, size guidelines and placement in different formats specified in brandbook page 20-21.

The shape of the cup is an iconic asset, as it represents our brand even when there is no logo visible. It refers to the cheese little cups that kids adore. The aim is to maximize the use of this DBA to speed up the recognition of our products and brand in our communication. It can be used for promos, campaigns, multipacks... All shapes are built according to a grid and have a specific aspect ratio. Do not try to rebuild them, use the files provided by Danone with the Brand Book. Refer to brandbook pages 59-66.

The outline of our pouch is also iconic and helps kids and parents recognize us. We aim for consistency with the use of this shape to deeper enhance its meaning. All shapes are built according to a grid and have a specific aspect ratio. Do not try to rebuild them, use the files provided by Danone with the Brand Book. In the case of the pouch, exclude the lid when adding text or graphs, use only the body for promotions, campaigns, etc. Refer to brandbook pages 59-66.

This is our Danonino Brand Marque lock-up and it is made up of three main elements:

Give priority to Brand Marque main version application on main color background and light support color background.

All Brand Marques have the word marque hand-drawn style in Reflex Blue, a main background color and an additional red element, inherited characteristics from the Danonino Global Brand Marque mentioned earlier in this manual. However we have some local particularities:

This rule is valid for Global Brand Marque and all Local Brand Marques as well.

Dino features prominently across all of our packaging and along with our brand marque he is our key identifying asset. There is a Teen and Baby Dino and they represent a different type of activity for each Pillar, but essentially they put the fun and joy into healthy eating.

Dino has been around for quite some time and he’s pretty well-known around the world. He’s important for the brand because he represents what the brand stands for and embodies our personality. He should be our main spokesperson (or spokesdinosaur). Using Dino consistently is important. He’s an asset so, like every good parent, we need to protect him. So we’ve created some simple guidelines for everyone to follow as we move forward.

Dino's role depends on who our target audience is when communicating: Kids or their parents.

Our typeface is the written representation of our voice. By using type in different scales and styles we can inform, involve and excite our audiences. We express our copy in two fonts using our primary and secondary fonts and each has a specific role in the identity and packaging.

When designing a layout with multiple text blocks, it's important to be aware of the information hierarchy. The first general rule is that only the most relevant information in layouts should use the main typeface. Other texts must be composed in the secondary one.

    France/Spain

Germany

Flavor colors are a more variable palette as it relates to the product portfolio. They are specially chosen according to the fruit and other ingredients, they can even represent mixes of ingredients. They are used almost exclusively for packaging, but can eventually be used in new flavors launch pieces.

France / Spain

Germany