PAPA JOHN’S BRAND GUIDELINES 2019

BR A N D
GU ID E L INE S

VERSION
20.06.2019 1
PAPA JOHN’S BRAND GUIDELINES 2019

TABLE OF CONTENTS
Brand Proposition Photography Digital
Brand 4 Human element 24 On-line 37
Tag line 5 Food element 25 Mobile 38
Brand position 6 Social 39
Print
TO BE UPDATED ONCE FINALISED
New Look & Feel Press 27 Market Adaptations
Creative direction 7 BTL 28 Strategy 43
Logo & usage 3 OOH 33 Market Key Visuals P 44
Fonts & treatment 16
Colour palette 22

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PAPA JOHN’S BRAND GUIDELINES 2019

T HE BR A N D
S IT IO N IN G
PO

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PAPA JOHN’S BRAND GUIDELINES 2019

The Papa John’s tagline isn’t an

empty promise. It’s a defining
statement that speaks, not just
BRAND TAGLINE
about the quality of our pizza, but
also the wider intention to make
peoples lives better.

BETTER INGREDIENTS.
BETTER PIZZA.
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PAPA JOHN’S BRAND GUIDELINES 2019

The Papa John’s brand makes

emotional connections with our
customers and our ethos of better
BRAND HOUSE
is much wider than just our pizza
and ingredients, it extends into our
promotions, new innovations, the We love pizza. It brings us together.
community in which we live and
ultimately the better experiences we
The world deserves better pizza and we deliver it!
help to create for our customers.
BRAND PURPOSE...

Our brand house (opposite) is a

reminder of the key building PERSONALITY... Genuine, gregarious, fun, hearty, optimistic, purposeful, substantive
blocks of our business...

PROPOSITION... Better pizza makes for happier people

CORE PILLARS... Community Experience Product

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PAPA JOHN’S BRAND GUIDELINES 2019

TIN G T HE
SET DATIONS
TI V E F OUN
CRE A

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PAPA JOHN’S BRAND GUIDELINES 2019

BRAND LOGO
We’re super-proud of the Papa Please don’t weaken our BETTER INGREDIENTS. BETTER PIZZA.
John’s brand logo. It’s an iconic trademark. When creating or editing this trademark use it
centrepiece from which all exactly as registered. It should never be broken up, or used in a
materials should be built under descriptive way (“better ingredients make better pizza”), and
and around. must always include the full stops. Also, always use the ® when
showing our logo. That’s better.
Established over 30 years ago,
in 2019 the logo was made more
modern with an updated typeface:
Italian Plate. The result is a
shiny new marque, with slightly
adjusted red and green colours
for extra freshness, which still
holds true to our recognisable
heritage. Perfect!

When using the logo, please treat

it like an old friend. Remember
important factors, such as only
using brand colours and allowing
for protection zones.
A logo protection zone should be adhered to as shown.
We appreciate it!

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PAPA JOHN’S BRAND GUIDELINES 2019

When our Papa John’s brand

logo is shown against a colour
background, some variants
BRAND LOGO ON COLOUR
are available to lend a hand.
Primary colours Secondary colours

The logo should be shown on

primary brand colours where
possible. That’s our iconic
Papa John’s Green. White is
also recognised as a primary
background colour for regular use.

There are also occasions where

the logo can be used directly
onto imagery, for example the
concrete background our product
Papa John’s Green White Papa John’s Red
photography is shot on, however
please ensure it’s clear.

The logo can also be used on

our secondary red colour.

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PAPA JOHN’S BRAND GUIDELINES 2019

Sometimes life gets tough,

and that’s when you need BRAND LOGO VERSIONS
a back-up plan!

The Papa John’s brand logo

can appear in various forms
depending on the surrounding
conditions of the artwork.

Under difficult circumstances, such as Under difficult circumstances, such as size Under difficult circumstances, such as Depending on hierarchy and context, the
size or background constraints, the logo or background constraints, the logo can size or screen printing on boxes, the logo logo can appear without the brand tag line
can appear in mono. appear in reversed white out of a colour. can appear simplified in terms of colour beneath it as shown above.
and detailing.

25mm

Minimum reproduction. 9
PAPA JOHN’S BRAND GUIDELINES 2019

On this page you will see some

shining examples of what ’NOT’
to do with the Papa John’s logo.
LOGO DON’TS
Ok, we appreciate it’s really
unlikely you’d even think to do this
as we have every faith you are
better than this. But just in case...

Don’t rotate, we like it straight Don’t change the colours Don’t squash

Don’ t add a drop shadow please Don’t put on over complicated images Don’t put on secondary colours except red

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PAPA JOHN’S BRAND GUIDELINES 2019

The Papa John’s brand palette

includes primary and secondary colours.
Lovely huh?
BRAND COLOUR PALETTE
Primary colour Secondary colours

Both print and digital layouts should

consist of mainly primary colours,
70-100% of overall design, and if you’d
like to add secondary colours please no
more that 10-30% of the overall design.
Communications should never be
created without the primary colours. PMS 7723 C PMS 144 C
CMYK 69 0 54 7 CMYK 0 51 100 0
RGB 80 166 132 RGB 237 139 0
Colours can work in a dynamic way HEX #50A684 HEX #ED8B00
depending on media. For example, an
animation may contain entire frames
of secondary colour, which is off-set
by multiple frames of primary colours.
Just follow the formula!

For visual examples of how brand

PMS 341 C PMS 485 C PMS 129 C
colours should balance, please see
CMYK 95 5 82 24 CMYK 0 95 100 0 CMYK 0 11 78 0
examples on page 22. RGB 0 122 83 RGB 218 41 28 RGB 243 208 62
HEX #007A53 HEX #DA291C HEX #F3D03E

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PAPA JOHN’S BRAND GUIDELINES 2019

With five colours available, we need

to be sure that we’re using the right
combinations. Our primary colours
BRAND COLOUR COMBINATIONS
should be seen far more than our
secondary colours so remember MORE OF THESE
the 70-100% rule for using red
and green, with green taking priority
in most cases.

As a guide, we’ve put our colours

together to show what we prefer when
deciding on the combinations you’re
looking at for your design.

NOT THESE

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PAPA JOHN’S BRAND GUIDELINES 2019

Italian Plate is the Papa John’s

primary and only brand typeface. BRAND TYPEFACE

ABCDEFGHIJKLMN
Italian Plate Bold is used
predominantly for most
wording on both print and
digital communications.

OPQRSTUVWXYZ
Italian Plate Bold

ABCDEFGHIJKLMN
Italian Plate Regular is used
only for low hierarchy content,
such as body copy and
contact information.

OPQRSTUVWXYZ
Italian Plate Regular
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PAPA JOHN’S BRAND GUIDELINES 2019

Our Papa John’s headline

text lock-ups are a powerful
typographic device which creates
7° ANGLE HEADLINES
distinctive communications and A 7° Rotation Angle & 7° Shear X Angle should
stand out messaging. be applied to Italian Plate Bold text for
consistency across all designs.

D
Headlines should either appear

AN G L E
in black or white to complement Headlines should always
any photography or colours be composed from
upper-case lettering.
Headline text should

S
being used in the layout.

N E
appear left-aligned.

The 7° angle brings momentum

and impact, it also flows into

HE A DL I Headline text lock-ups should be

kept to a maximum of three lines

HIS
of text when possible.

T
other angular aspects of the

L IK E
Papa John’s brand world.

ARE
The space between text
lines should be equivalent
to a width and a half of the
ascender or descender
of any letter within the
lock-up.

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PAPA JOHN’S BRAND GUIDELINES 2019

We like to think outside the box,

but sometimes words are better
in it! Our 7° angle headlines can
7° ANGLE HEADLINES IN BOX
also be used within boxes that
can add colour for an even
A 7° Rotation Angle & 7° Shear X Angle should
more distinctive look. be applied to Italian Plate Bold text and box

R E
device for consistency across all designs.

Using boxes with headlines

can create a bold typographic
arrangement that can drive
Boxes and text should
appear left-aligned.

ST RUC T U Headlines should always

be composed from
upper-case lettering.

X T
emotional messages home

IN E T E
visually, and permits text to

L
Brand lock-ups should be kept to

HE AD
The space between box
run over images, while still a maximum of three lines of text
devices should be the when possible.
maintaining readability. width of the ascender or
descender of any letter
within the lock-up.

LIKE T H IS For our angled text, we add ‘10

kerning’ just to add a little more
space between letter.

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PAPA JOHN’S BRAND GUIDELINES 2019

Headline lock-ups usually

consist of just black, white.
This is often best against
HEADLINE COLOURING RULES
colourful or busy layouts.

However, some colour can make all

Primary examples
the difference! Additional colours
can be introduced in order to
CO L OUR T HE CO L OUR T HE CO L OUR T HE
enhance messages and emphasise

L O C K- UP S L O C K- UP S L O C K- UP S
HE ADLINE HE ADLINE HE ADLINE
particular words or points.

LIK E THIS LIK E THIS LIK E THIS

Only one additional colour should
be introduced, which can be used
alongside black or white blocks.

If introducing colour to lock-ups, Secondary examples

be sure to make choices that suit
and contrast with your background
C OL OUR T HE C OL OUR T HE C OL OUR T HE
O C K- UP S O C K- UP S O C K- UP S
HE ADLINE L HE ADLINE L HE ADLINE L
colour. You’ve got this.

LIK E THIS LIK E THIS LIK E THIS

Rules
- Only one extra colour
- Only black or white text
- Only use brand colours 16
PAPA JOHN’S BRAND GUIDELINES 2019

Sometimes the price is right!

When creating product-focused
materials and not using emotive
OFFER LOCK-UPS
messaging, offers can be housed A 7° Rotation Angle & 7° Shear X Angle should
in the angled box structure and be applied to Italian Plate Bold text and box
device for consistency across all designs.
be shown as a headline. Works

4 0
every time.

Boxes and text should

appear left-aligned.

S P E ND £ Headlines should always

be composed from
upper-case lettering.

The space between box

M O R E & GE T Brand lock-ups should be kept to

R
a maximum of three lines of text

O
devices should be the when possible.
width of the ascender or
descender of any letter

A
within the lock-up.

% OF F P IZ Z For our angled text, we add ‘10

kerning’ just to add a little more

4 0
space between letter.

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PAPA JOHN’S BRAND GUIDELINES 2019

We created the Papa John’s

promotional container just for PROMOTIONAL All text should appear in black or
white as seen here, not colour

DEAL CONTAINER
you. It houses the details of deals
and offers in a clear way that’s
easy to layout and read . It’s the
perfect compliment to our emotive
headline lock-ups.
N T S AV E R
STUDE
Additional container to house
promotional title of call to action
Rectangular container with
7° angle along the top side
SPEND £25
OR MORE AND GET
Text is all uppercase
Italian Plate and should 30%OFF Dynamic pizza slice pointer
device to highlight offer details

PIZZAS
be locked up as a
justified stack
The dynamic pointer
This asset can be used to highlight Size of text should vary in order
key details. It should be triangle- Spacing around text to the to emphasis key information
shaped, and appear in a brand edge of the container should
be consistent throughout
colour which stands out against
your background. Get the point?

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PAPA JOHN’S BRAND GUIDELINES 2019

GET THE LOOK

Papa John’s amazing new brand look and feel
is visually bold with dynamic movement. The
vibrant, Gen Z colours and sharp angles, create
a sense of fun, confidence, and authenticity.

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PAPA JOHN’S BRAND GUIDELINES 2019

DYNAMIC
Time to focus! The Papa John’s Basic sizing guide
1 1
brand template is a flexible 1. Brand logo 10%
and dynamic system which can
be adapted to the need of
individual communications.
TEMPLATE 5
5
2. Headline 40%
3. Deal promotion 30%
4. Contact information 20%
2
Rules 5. Grey boxes are image areas
2
The distinctive four-sided shape is - Image container shapes should
defined by the fact that it has no have no parallel or right-angled 5
parallel sides or right-angled lines. sides or corners
This image container shape should - Only use brand colours
3 3 5
2
bleed mostly from the right side of - Headline messages always to be 4 4
the page but can also bleed off a locked-up as previously specified 3

couple of edges. - Consistent padding should be

maintained around all layouts
1 1
Please leave space for the Papa - The proportions of core elements 4

John’s brand logo, key messaging, should be sized as closely as 2

possible as specified
and deal offer information. They
5
need room to breath. - Use a maximum of two images 1
5
5
- Brand logo should always appear
What photos to use then? top left where possible, but an
alternative can be bottom right
The Papa John’s brand uses a 2 3 2 5

combination of lifestyle and

product images. On a layout with 3 3
two images, try to use both lifestyle 4 4
1
4
20
and product if possible. Thanks.
PAPA JOHN’S BRAND GUIDELINES 2019

Our Papa John’s layouts are

based on the dynamic and flexible LAYOUT Dynamically shaped
photo container

ANATOMY:
template that should bend to your
every want and need.

Remember though, a little respect

goes a long way. Observing the
POSTER
rules and ensuring consistency is Photography area
Headline
the key to successful use of the
lock-up message
Papa John’s brand.

Content hierarchy, the application

HE ADLINE S AP
of colour, and the sizing of
UL D O V E R L
elements are also key to getting
S HO
IMAGERY
that Papa John’s vibe going.
VER
Contact STUDENT SA Offer lock-up
information
SPEND £25
OR MORE AND GET
30%OFF
*

ORDER ONLINE Dynamic triangle

OR VIA THE APP
PIZZAS
highlighter device
USE CODE PJFORTY PAPAJOHNS.CO.UK APP

*Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque maximus lorem nisi, ut efficitur nisi gravida Nullam

Terms and in magna et lacus laoreet ultricies. Donec hendrerit id erat mattis venenatis. Aliquam justo leo, luctus id elementumet,
iaculis vel sapien. Cras volutpat, eros nec eleifend malesuada, odio lectus molestie mi, quis posuere dolor nibh sit aodio.
Suspendisse vitae velit vitae leo consequat pharetra vitae eu diam. In tellus arcu, porttitor ac odio vels.

conditions

21
Consistent padding
PAPA JOHN’S BRAND GUIDELINES 2019

Our secondary palette is a great

way of introducing more colour into
our designs without detracting from
LAYOUT ANATOMY: SECONDARY COLOUR GUIDE
our primary palette. Remember the
Rules
rule; 70-100% primary green, and if
you choose a secondary colour to - All four of our secondary colours
complement our primary green so
accompany, no more than 30% of
feel free to use whatever suits best
the total covering of the design.
- Do not use big floods of black
or white, only within headlines
Opposite are a few accepted HE ADLINE HE ADLINE
- On one design, it’s preferred that E X A MP L E E X A MP L E
examples that give the right balance no more than two secondary
if you choose to use secondary
Offer box Offer box
colours are used at one time.
colours. They follow the rules and However on a collage design with
multiple pages/frames you can
give you some tips to consider use all four secondary colours
when creating your designs.
HE ADLINE - Ensure the dynamic pointer appears
in a contrasting palette colour

E X AMPLE
Offer box
HE ADLINE
E X A MP L E
Offer box

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PAPA JOHN’S BRAND GUIDELINES 2019

The examples shown here

demonstrate how Papa John’s
posters/layouts can deliver
POSTER EXAMPLES
different messages based on
context and hierarchy of headlines.

This is where the dynamic template

really comes into play.

Remember, your designs can either S P E ND £ 4 0

GE T
feature purely the primary colours, OR MOR E & A S P IC Y P I Z Z A
ZZ
or include some secondary ones if
4 0 % OF F P I
you feel it benefits the design.
HO T DE A L
TA K E A B I T E
OF SUMMER
SPEND £25
OR MORE AND GET* TWO LARGE PIZZA
30%OFF £24.99
*
BILLERICAY ONLY
PIZZAS
01277 626 263
6 WESTERN ROAD, CM12 9DZ
*Terms and conditions. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin sit *Terms and conditions. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin sit amet metus volutpat, consectetur sapien sed, ultrices risus. Nam a
amet metus volutpat, consectetur sapien sed, ultrices risus. Nam a massa vulputate, massa vulputate, sollicitudin massa nec, consectetur elit. Sed sollicitudin, purus at hendrerit feugiat. Lorem ipsum dolor sit amet, consectetur adipiscing elit.
sollicitudin massa nec, consectetur elit. Sed sollicitudin, purus at hendrerit feugiat. Proin sit amet metus volutpat, consectetur sapien sed, ultrices risus. Nam a massa vulputate, sollicitudin massa nec, consectetur elit. Sed sollicitudin, purus.

Offer-led poster Promotion-led poster Product-led poster

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PAPA JOHN’S BRAND GUIDELINES 2019

Menu covers should follow the

core brand rules: such as correct
percentages of brand colours
MENU EXAMPLE
and proper use of the dynamic
template system.

Opposite is just one example

layout but feel free to use only
LOVE IT EXTR A SPICY?
one image if you like which can
be either lifestyle or product.

LOVE IT WITH MARMITE ?

®

EAT IT
YOU R WAY LOVE IT VEGAN?
Your pizza, your rules.
LOVE IT EXTR A CHEESY? We’ve listened and now you’ve
got more choice than ever before.

24
 Promotional introduction can be shown here!
View in browser
PAPA JOHN’S BRAND GUIDELINES Brand logo 2019
top left VIEW MENU PAPA REWARDS OFFERS Social icons
and navigation

Photography area
When creating a Papa John’s
email, don’t worry, all the usual EMAIL EMAIL
HE ADLINE S
UT
DON’T MISS O
EXAMPLE EXAMPLE
dynamic brand rules apply
and can be built up to create
V E R L A P T HE SPEND £25
various modular sections. Headline O OR MORE AND GET
lock-up message
IMAGERY 30%OFF
PIZZAS
Subtitle line goes here
Message goes here in HTML text lorem ipsum dolor sit amet, cons
ectetur adipiscing elit. Praesent justo magna, pulvinar sed massa
HTML arial text
vitae, tempor tristique nunc. Lorem ipsum dolor sit amet.

ORDER NOW HTML text CTA button

Headline OTHER
lock-up message
HE ADLINE
Subtitle line goes here
Message goes here in HTML text lorem ipsum dolor sit amet, cons
HTML arial text ectetur adipiscing elit. Praesent justo magna, pulvinar sed massa
vitae, tempor tristique nunc. Lorem ipsum dolor sit amet.

DISCOVER MORE 25
PAPA JOHN’S BRAND GUIDELINES 2019

CA P T UR ING
IM AG E RY
OUR

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PAPA JOHN’S BRAND GUIDELINES 2019

OU R V IS UA L
A PP R O AC H

27
PAPA JOHN’S BRAND GUIDELINES 2019

Our Papa John’s lifestyle photography

is genuine and real. It never looks
fake and models are never looking at
HUMAN TOUCH
the camera. Pics should have a gritty,
everyday look and feel, showing people
casually enjoying pizza and getting
stuck in.

The models should appeal to a

millennial and genzennial audience,
some with a unique, alternative style.

Everyone likes a story and our

photography creates emotional
connections. Papa John’s lifestyle
photographs should have a narrative
quality to them. These moments
should be intimate, insightful, and
fun observations that click with the
intended audience.

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PAPA JOHN’S BRAND GUIDELINES 2019

Papa John’s product photography

is honest and craveable. Fancy
some? Pictures should have a raw,
PERFECT IMPERFECTION
messy quality, showing delicious
food being eaten informally. But this
‘perfect imperfection’ is thoughtfully
positioned to create that lived in
look and feel.

Cardboard boxes, hands, cheese

pulls, crumbs, and blobs of sauce
all help to create a fun and
relatable scene.

We also like to add the human touch

with hands, so don’t forget the
occasional tatoo and red nail
vanish - very on brand.

Our shots can consist of a mixture of

flatlay (over head) and three quarter
angles to best suite the product.

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PAPA JOHN’S BRAND GUIDELINES 2019

Our extreme close-ups are

an opportunity to create the
‘craveability’ factor and send our
‘CRAVEABILITY’ CLOSE-UPS
pizza to ‘hero worship’ levels.

Think bold, tight, never seen before

angles and approaches that capture
those melty, cheesy, savory, spicy,
steamy details and moments. After
all, our pizza and ingredients are
simply ‘better’, so let’s make sure
they look that way too.

We also love our food to appear

in motion so you have a sense of
interaction. Think hands pulling the
ultimate cheese stretch or a messy
mouthful, full of enjoyment.

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PAPA JOHN’S BRAND GUIDELINES 2019

Our imagery is shot on neutral

tones of concrete or stone to
suit the product. Exact materials
SETTING THE SCENE
will vary based on availability.
Neutral tones are key to help our
product pop and complement
our brand colour palette when
photography is used on marketing
communications.

When thinking of props, again

we’re looking for neutral tones
that complement the product.
We can use boxes for our pizzas to
depict a delivery service, position
pizzas straight on the backdrop or
even metal pizza plates to give the
impression of a dine-in experience.
Bowls are a nice way to present
side dishes and our dips can be
ripped open ready to go.

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PAPA JOHN’S BRAND GUIDELINES 2019

SETTING THE SCENE

When we’re setting up our shots Hot to your door steam
we like to consider all the details
to ensure there’s a certain level
of consistency. Here are a few High contrast
things to look out for... Human interaction shadow to
add texture

Concrete/stone neutral backdrop

Human touch for that Craveability moments

authentic, ‘shot while it’s (stretched cheese)
being eaten’ feel
Hard shadow bottom
right of product for better
contrast against backdrop

32
PAPA JOHN’S BRAND GUIDELINES 2019

1. Do not use product that is too perfect

(show crust with minor imperfections,
slices of pizza that are more loosely
PLEASE DON’T
gathered together).
1 2 3

2. Do not over saturate backgrounds

with harsh lighting.

3. Do not shoot product from too far away

(focus is on product, not environment).

4. Do not overcrowd sets/tabletops

(simple, clean props with potential use
of minimal ingredients to emphasise
product is all that is needed). 4 5

5. Do not show un-sliced pizzas on

tabletops or plates (un-sliced pizzas
can be shown on peels or in boxes).

33
PAPA JOHN’S BRAND GUIDELINES 2019

TIN G T HE
SET
OF VO ICE
TONE

34
PAPA JOHN’S BRAND GUIDELINES 2019

Our pizza brings people together

and makes them happier. It’s why
our written tone of voice is always
WORDS THAT MAKE UP OUR TONE OF VOICE
genuine and easy-going with a
breezy outlook. We should speak
and sound like good friends that
love to spend time together.
FRESH PLAYFUL EMOTIVE AUTHENTIC
Casual humour, optimism and
honesty is the way forward.
FEELS LIKE... Modern/relevant Happy/confident Open/empathetic Purposeful
Statements should never
feel forced, fake, or try-hard.
We don’t like that kind of thing. SOUNDS LIKE... Current/of the moment Witty/self-aware/upbeat Genuine/touch of humanity Honest/real

We like text to be playful,

authentic, informal and relaxed,
just the way you chat to your IT’S NOT LIKE... Dated/old fashioned Try hard Over sentimental/cheesy Preachy/contrived
friends. We’re not afraid to get a
little emotional and sentimental
at times too, it’s only human!

35
PAPA JOHN’S BRAND GUIDELINES 2019

Opposite are a few examples of

how we can create our tone of
voice and bring our personality
COPY TONE OF VOICE EXAMPLES
to life through the words we use.

There’s no need to have every FRESH, CURRENT PLAYFUL, WITTY, EMOTIVE, GENUINE AND AUTHENTIC, HONEST
piece of communication reflect AND OF THE MOMENT SELF-AWARE AND UPBEAT WITH A HUMAN TOUCH AND REAL
all our traits every time, it can be
one at a time or use a combination
depending on where it’s used. Good example Good example Good example Good example

GRAB SOME TIME WITH THE WE MAKE THE PIZZA. YOU LOVE IS WHEN YOU TAKE 100% FRESH DOUGH, VINE RIPENED
WHOLE CREW AND HAVE A MAKE THE RULES. WHETHER THAT DREAMY FIRST BITE TOMATOES AND MELTED CHEESE
CHEEKY SLICE OR SIX. YOU VEGAN OR VEGGIE, LARGE AND ALL YOUR WORRIES THAT STRETCHES FOR MILES -
WON’T BE DISAPPOINTED. OR SMALL, WE’VE GOT IT ALL! JUST FADE AWAY. YOU’VE ARRIVED AT FLAVOUR TOWN!

Bad example (dated/old fashioned) Bad example (too try hard) Bad example (over sentimental) Bad example (preachy/contrived)

BORED WITH THE SAME WE KNOW OUR PIZZA IS TREAT SOMEONE YOU WE CARE DEEPLY ABOUT OUR
OLD PIZZA? WE’VE GOT SIMPLY THE BEST THERE IS. REALLY LOVE WITH BETTER CUSTOMERS WHICH IS WHY WE
SOMETHING TASTY FOR GRAB A SLICE OF THE ACTION PIZZA, MADE WITH TRUE USE THE BEST INGREDIENTS,
THE WHOLE FAMILY! BEFORE IT’S TOO LATE! PASSION AND CARE. WHICH ARE BETTER FOR THEM.

36
PAPA JOHN’S BRAND GUIDELINES 2019

To help you along the way, we’ve

put together a few more good
examples that create the right
COPY TONE OF VOICE EXAMPLES
balance/mix of traits.

Don’t feel you have to use the IT BOILS DOWN TO ONE SIMPLE QUESTION. WHY FIGHT THE FEELING? THE WAY
same approach each time as there
WE SEE IT, WHEN YOU GET THE URGE, WHAT’S THE POINT IN HOLDING BACK?
are different ways to bring each
voice trait to life.
WE’VE GOT SOME GOOD NEWS *DRUM ROLL PLEASE*, SOMETHING SHINY AND NEW IS
Keep the copy short and sweet as ON THE MENU AND WE’RE CERTAIN IT’LL FILL YOUR MOUTH WITH JOY. WE PROMISE!
it lets the voice shine through and
keeps the message nice and clear. YOU KNOW THAT FEELING WHEN YOU GRAB A SLICE OF PIZZA AND THE CHEESE
STRETCHES AND EVERYTHING SLOWS DOWN FOR A SECOND? (SO DO WE)

YOU KNOW WHEN YOU’RE CHILLIN’ ON THE SOFA, WITH A WARM PIZZA BOX
ON YOUR LAP AND HAVE CHEESE STUCK TO YOUR CHIN - YOU’RE WINNING AT LIFE.

37
PAPA JOHN’S BRAND GUIDELINES 2019

DIG ITA L
E X A M P L E S

38
PAPA JOHN’S BRAND GUIDELINES 2019

The Papa John’s website

homepage follows the same
dynamic rules as all other
HOMEPAGE BANNER EXAMPLES
materials. Care should be taken to
ensure the whole page is balanced
in terms of colour, photography
and messaging.

FIND YOUR NEAREST PAPA JOHN’S GET STARTED

AT
BRING ON TH CH
SPEND £25
OR MORE AND GET
ET
CHEESE STR 30%OFF
MOMENT PIZZAS
*Terms apply.
ORDER NOW

39
PAPA JOHN’S BRAND GUIDELINES 2019

All digital materials such as

banners and towers should
adhere to the Papa John’s dynamic
DIGITAL EXAMPLES
template wherever possible.

The ‘Terms apply’ message should

always appear bottom left if able.

TIME
Otherwise find the neatest spot
you can. Every little helps.

TO GET ANY LARGE PIZZA

AND TWO SIDES

MESSY £18.99
*
ONLY
TIME
TO GET
ORDER NOW
*Terms apply.

MESSY
ANY LARGE PIZZA
AND TWO SIDES

TIME TO SY
ANY LARGE PIZZA
£18.99
*

AND TWO SIDES ONLY

£18.99
*
ONLY

GET MES
ORDER NOW
ORDER NOW
*Terms apply.
ORDER NOW
*Terms apply.

40
PAPA JOHN’S BRAND GUIDELINES 2019

This story board example shows

how the Papa John’s brand can be
pushed and stretched, while still
NEW PRODUCT ANIMATION STORY BOARD EXAMPLE
basically being a good boy and
following the rules.

Here, (right) a style variant has

been introduced to help promote
a unique new product which is
available for a limited time.

Standard brand photography with Road sign style lock-ups look different, yet still Here, the Papa John’s logo is incorporated
additional Heinz brand presence. essentially aligns with the Papa John’s brand within the lock-up, but still adheres to brand
in terms of colour, type and angular shapes. rules such as protection zones etc.

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PAPA JOHN’S BRAND GUIDELINES 2019

OUR PAPA JOHN’S BRAND FOLDER CONTAINS

ALL THE ESSENTIAL ASSETS.

https://brandfolder.com/organizations/papa-johns

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