What a long, strange trip it’s been.

From a renovated gas station in Burlington, Vermont, to far-off

places we sometimes mispronounce, this grassroots ice cream business
that began in 1978 with two guys and a meager $12,000 investment
has come a long, long way. It’s come so far that now you can find
Ben & Jerry’s in far away places like Japan, Australia and all
over the UK.

So, we thought it’d be wise to put together a book of guidelines to

help our designers and writers keep our brand on the same page.
This book is designed to help all of our teams across the globe
express our brand in a consistent and united way. Think of it as
guidance for each and every one of our visual statements.
 01. Brand Voice

02. Brand Mark

03. Typography

04. Color Palette

05. Graphic Elements

06. Illustration
09.
07. Photography Legal

08. Benefit Logos

01. Brand Voice

SPEAKING OUR
LANGUAGE
Who We Are

unabashed
compassionate
genuine inspired
unforgettable
foodies
playful cool worldly
undaunted
understanding
empathetic respectful
expressive outspoken unconventional
exceptional
dedicated innovative informal down-to-earth
positive worldly
fair
activist
real values-led social forward
unassuming aware open
nutty
inspiring intuitive
spontaneous kind pioneering
fun fresh wacky wild
whimsical human irrepressible
informal inclusive
caring sensitive
witty
outrageous

committed mission driven

interactive adventurous
in-your-face good
brazen contemporary
mindful uncompromising
impromptu generous
realistic bold
weird socially-responsible
unpretentious
silly tolerant different quirky
lovable intense interconnected
irreverent imaginative
offbeat honest audacious natural earnest
enterprising compelling
sassy
driven passionate
understandable
progressive
 Voice: What We Say and How We Say It

Who We
Aren’t...
ok
r age n cy to co
t ou
Let’s ge d campai
gn
as h y a
up a fl u m er s we’re
ns
ince co !
to conv t ran sparent
tic and
authen

Ben & Jerry’s Visual Brand Guidelines 06

 sincer
Our Voice Is... na
rso bl
nO
N oT

e
sma t
or s rmy

pe
t
oT

e
nO
N an
mon cti-
pretentious ious
& direc or pompous
bold

T
t
NO
inclusiv
or
rude itive
ns
inse

e
notT
NO

nforma elitis
enuine i not t
g OT

l
N
NO
T corporate
fake or or bureau-
contrived cratic

rsation
e offbea
daciou
conv

al

oTt u

t
NO
n
h a tty a not
off- NOT
c putt
s

nOoT
t ing
N
obnoxious
Our Language and Humor Is...

& NOT
clever corny slightly NEVER
quirky (less corn,
sassy
snide,
snarky
more wry) or
sarcasti
c

T
NO y, playful
witty, cutes ,
é, fun
NOT wacky
clich or
ish
slick or child ony
slapstick carto
 Voice: What We Say and How We Say It

Our Target Audience. “OOEY-GOOEY”

We want to reach the kid inside every adult so we
We’re not talking to kids; we’re talking
use descriptive words that evoke a childlike playfulness
to adults (and their inner kids).
(ooey-gooey, chocolatey-chunky).

At the same time, we don’t want to alienate or talk down to the adult, so we avoid
using words that are overly cutesy or juvenile (yummy, tummy, belly).

Wordplay is Fun... “EUPHORIA AHEADIA”

We’d rather invent an unconventional catch-phrase (Euphoria Aheadia)
...When it’s not than be overdependent on a conventional catch-phrase (Here’s The Scoop).

overdone Watch out for worn-out words, overdone puns and clichés:
• corny compound words ending in “-tastic” or “-licious”
• dueling “moo”-isms and “cow”-isms
• barnyard banter gone bonkers
• heifers and hooves and “udder” absurdity in every other sentence

In Other Words... Don’t follow the herd.

Do be outstanding in the field.

Ben & Jerry’s Visual Brand Guidelines 09

 Voice: What We Say and How We Say It

Juicy Euphemisms. When it fits, it fits:

Dicey double entendres, suggestive

expressions, etc. We’re not prudes
“give a lick
about such usage but it’s best to be
and
double-extra judicious about it. “size “lick global “shirt
learn more” ns”
matters” warming” happe
Bottom line: we think it’s better to
be strategically cheeky than to
end up being the butt of jokes.

When it’s forced, it’s horrid:

“Feelin’ “Lick here!”

Licky?”

Ben & Jerry’s Visual Brand Guidelines 10

 Voice: What We Say and How We Say It

Goof-Proofing.
Be sure to check not only for

uds”
goofs and typos but also for any
telltale lapses in voice or loss of “ tasteb
not “taste buds”
alignment with our personality.
(while both are correct, we prefer the 1-word version)
Additionally, checkout our list of
”
brand-specific words with
spelling consistency rules.
coop Shop
“notS“scoop shop”
or “scoopshop”
“chocolatey”
not “chocolaty”

“PartnerShop®”
not “partnershop” or “partner shop”
– and not without the ®

m”
“super premiu
not “superpremium,”
or “super-premium,” or “Super Premium.”

Ben & Jerry’s Visual Brand Guidelines 11

 Voice: What We Say and How We Say It

One Last Point...

We’re not the punctuation police,
but if we had to pick one thing that
I like cooking keep clam
and proofread
really really bugs us, it’d be
excessive use of exclamation marks.
my pets
we think they’re best when used to and family
catch the eye, not! poke! it! out!

use commas, don’t be a psycho win the spelling bee

if you’re happy
and you know let’s eat grandma
a
it, crap let’s eat, grandm
your hands
36

avoid typos, stay clean commas save lives

Ben & Jerry’s Visual Brand Guidelines 12

02. Brand Mark

LET’S TALK
LOGOS

®
 Brand Mark: Primary ‘Arch’ Logo

Don’t Mess with our

Mark, Man.
The brand mark is the cornerstone of
our company’s identity. The black and
gold shield assures the presence of
responsibly sourced, premium
ingredients – think of it as a stamp of
approval. It’s been described as friendly,
fun, inviting, familiar and comforting –
and we think it’s pretty great too.

As with any company, our logo is one

of our most valuable assets. It’s the
image that is seen most often in the
marketplace and on all materials
created for Ben & Jerry’s. Therefore,
it’s very important to be consistent
in the presentation of our logo so our The Ben & Jerry’s logo should always be
brand is easily recognized, becoming trademarked with an ® located outside the shield
synonymous with amazing ice cream. at the lower right corner.

The simple ‘Arch’ logo is the one that

should be used in most circumstances
and the preferred usage is centered.

Ben & Jerry’s Visual Brand Guidelines 14

 Brand Mark: Market ‘Arch’ Logos

Mark the Right Global Market ‘Arch’

Territory.
Note that we employ two
versions of our brand mark:
one for the U.S. market and
another for the global market.
So, please make sure to use
the correct version.

File name: TBD

U.S. Market ‘Arch’

Ben & Jerry’s Visual Brand Guidelines 15

 Brand Mark: Minimum Space and Sizing

How Close is Clear Space

Too Close?
Clear space surrounding the logo
is x-height of the Ben & Jerry’s
wordmark.

x-height

The one exception to this rule is

the Ben & Jerry’s flavor cloud,
whose rules will be explained
later in this document.
Clear Space Exception (Flavor Cloud) Minimum Size
The minimum logo size is 1.75”
in width.

1.75” width

Ben & Jerry’s Visual Brand Guidelines 16

 Brand Mark: Improper Logo Use

Logo No-Gos. 01 06

We like our logo the way it is.

We wouldn't change a thing about
it so we'd appreciate it if you didn't
either. Here's how you can avoid
leaving your unwanted mark on 02 07
our mark.

01 Don’t move or remove the ® symbol.

02 Don’t even think about squishing
or skewing the logo.
03 Don’t change the color of the logo. 03 08
(Not even the border, you sneak!)
04 Don’t tilt the logo.
05 Don’t add a drop shadow.
06 Don’t place the logo over photography.
07 Don’t flatten the logo.
08 Don’t stack the logo. 04 09
09 Don’t remove the border.
10 Don’t add or change text above the
‘Arch.’

ious Copy I Wrote

Hilar
05 10

Ben & Jerry’s Visual Brand Guidelines 17

 Brand Mark: Secondary Logos

Special One Line Wordmark

Treatment. For when the ‘Arch’ cannot be used.

When dealing with logos for

special-use cases, use the ‘Arch’
when possible. But in cases when
the ‘Arch’ cannot be used, like
on Scoop Shop signage, with
stacked wordmarks and when
our brand name is abbreviated
in the form of a social media
icon, please refer to the figures
on the right.
Stacked Wordmarks Abbreviated

File name: TBD For when the ‘Arch’ cannot be used. Social media icon.

Ben & Jerry’s Visual Brand Guidelines 18

03. Typography

THE VISUAL
WORLD OF WORDS

W
 Typography: Typefaces for Print

Aa Bb Cc
About Typeface.
We’ve created a refined,
uniform type system and
hierarchy for use in print.
Check it out.

ChunkReThunk is to be used Headlines (Primary) Headlines (Secondary)

for primary headlines, ChunkReThunk Block Std Heavy

Block Std Heavy for subheaders,
AaBbCcDdEeFfGgHhIi AaBbCcDdEeFfGgHhIi
Severance the Sequel for body
copy and captions, and Chauncy JjKkLlMmNnOoPpQ q Rr JjKkLlMmNnOoPpQqRr
for tertiary/expressive copy. SsTtUuVvWwXxYyZz SsTtUuVvWwXxYyZz
1234567890 1234567890

Body Copy and Captions

Severance the Sequel Bold

Severance the Sequel Regular
AaBbCcDdEeFfGgHhIi
JjKkLlMmNnOoPpQqRr
SsTtUuVvWwXxYyZz
1234567890

Ben & Jerry’s Visual Brand Guidelines 20

 Typography: Typefaces for Web

</123/>
Word to the Web.
We’ve created a refined,
uniform type system and
hierarchy for use on the web.

The only change is the body

copy font. Headlines (Primary) Headlines (Secondary)

ChunkReThunk Block Std Heavy

AaBbCcDdEeFfGgHhIi AaBbCcDdEeFfGgHhIi
JjKkLlMmNnOoPpQ q Rr JjKkLlMmNnOoPpQqRr
SsTtUuVvWwXxYyZz SsTtUuVvWwXxYyZz
1234567890 1234567890

Body Copy and Captions

American Typewriter Bold

American Typewriter Regular
AaBbCcDdEeFfGgHhIi
JjKkLlMmNnOoPpQqRr
SsTtUuVvWwXxYyZz
1234567890

Ben & Jerry’s Visual Brand Guidelines 21

 Typography: Type Case and Heirarchy

A Heads Up on
Headlines.
Chunk ReThunk is to be used
for primary headlines,
Block Std Heavy for subheaders,
Severance the Sequel for body Headline Made
copy and captions, and Chauncy
for tertiary/expressive copy.
With Natural
Ingredients
Primary and secondary
headlines can appear in all
caps, title case or sentence case. BODY COPY HEADER
Body copy lorem ipsum dolor sit amet, consectetur adipiscing
Body Copy Header
Body copy lorem ipsum dolor sit amet, consectetur adipiscing

Body and tertiary/expressive All Capselit. Mauris tincidunt ante enim, a mattis tellus vulputate
Title et.Case elit. Mauris tincidunt ante enim, a mattis tellus vulputate et.
Pellentesque ac vestibulum augue. Duis ornare urna eget libero Pellentesque ac vestibulum augue. Duis ornare urna eget libero
mollis, vel commodo lorem maximus. Etiam ut bibendum nisl, mollis, vel commodo lorem maximus. Etiam ut bibendum nisl,
voice copy should always bibendum rutrum nibh. Nulla egestas, nulla vel molestieurna. bibendum rutrum nibh. Nulla egestas, nulla vel molestieurna.

appear in sentence case.

Expressive voice lorem Expressive voice lorem
ipsum dolor. ipsum dolor.

All-caps Headlines Title Case Headlines

Ben & Jerry’s Visual Brand Guidelines 22

 Typography: Special Use Cases

Some Rules Primary Flavor

Are Made to be
Title Case Chunk ReThunk

Broken.
This page is meant to show that
there’s a little more flexibility
and room for play when
designing new innovation and
partnership logos. You can fill
with color. You can substitute
illustration for a letterform.
You can use title case or all caps.
You get the gist. But keep in
mind these logos should still use Innovations / Specialty SKUs Ben & Jerry’s + Brand Partnership

the core brand fonts outlined on Sentence Case Severance the Sequel Slightly more freedom and room for play.
the previous pages. We want to Still based in core fonts.
keep the type system intact and
consistent.

TM

Ben & Jerry’s Visual Brand Guidelines 23

04. Color Palette
 Color Palette: Primary Brand Palette

Ben & Jerry’s Gold

True Blue & Pantone 130C

Mellow Yellow. CMYK: 0, 30, 100, 0

RGB: 253, 185, 19

Here we have our primary Ben & Jerry’s Black

brand palette. These are our Pantone BlackC
core colors that we own as CMYK: 0, 0, 0, 100
brand equities. They keep the RGB: 35, 31, 32

brand fresh and recognizable

Ben & Jerry’s Blue Sky
and should be used as the main
Pantone 298C
colors whenever possible.
CMYK: 64, 10, 1, 0
On the following pages you’ll RGB: 64, 180, 229
see we have included the color
values for print and web to Ben & Jerry’s Light Blue Sky
ensure consistent application Pantone 298C 10% tint

across all touchpoints. CMYK: 21, 0, 2, 0

RGB: 196, 231, 243

To the right you’ll see a defined Ben & Jerry’s Light Green Grass
core color palette, which is to be Pantone 376C
consistently executed across CMYK: 55, 3, 100, 0
all touch points. These are a RGB: 130, 188, 0
reflection of our personality
Ben & Jerry’s Green Grass
and are based off of the logo
Pantone 7741C
and universally recognized
CMYK: 78, 25, 100, 10
grass/sky illustration. RGB: 65, 135, 63

Ben & Jerry’s Visual Brand Guidelines 25

 Color Palette: Primary Gradients

Primary Color
Ben & Jerry’s Blue Sky Ben & Jerry’s Light Green Grass
Concerns. Pantone 298C Pantone 376C
CMYK: 64, 10, 1, 0 CMYK: 55, 3, 100, 0
The two primary gradients are RGB: 64, 180, 229 RGB: 130, 188, 0
made from colors from the core
palette, shown on the previous
page. The green gradient is from
the core Ben & Jerry’s dark
green to the core light green,
and the blue is from the core
Ben & Jerry’s dark blue to the
core light blue.

The blue and green gradients

found in the figures to the right,
are to be used for the blue sky
and the rolling hills,
respectively.

Ben & Jerry’s Light Blue Sky Ben & Jerry’s Green Grass
Pantone 298C 10% tint Pantone 7741C
CMYK: 21, 0, 2, 0 CMYK: 78, 25, 100, 10
RGB: 196, 231, 243 RGB: 65, 135, 63

Ben & Jerry’s Visual Brand Guidelines 26

 Color Palette: Secondary Brand Colors

Secondary Pantone 2300C Pantone 279C

CMYK: 44, 1, 98, 0 CMYK: 71, 37, 0, 0
Color Codes. RGB: 156, 201, 62 RGB: 62, 142, 222

This slide is meant to show a

range of bright colors that can Pantone 380C Pantone 485C
CMYK: 17, 0, 87, 0 CMYK: 5, 98, 100, 0
be used to supplement the
RGB: 220, 228, 66 RGB: 226, 35, 26
primary color palette. Unlike
the primary colors, which are
exact values that shouldn’t be Pantone 115C Pantone 2349C
changed, these are meant to be CMYK: 1, 12, 94, 0 CMYK: 0, 71, 97, 0
suggestions of the types of RGB: 255, 217, 35 RGB: 242, 110, 38

bright colors that could be used.

Pantone 7684C Pantone 287C

Secondary colors (used when
CMYK: 87, 68, 10, 1 CMYK: 100, 87, 20, 10
identifying flavors, etc.) are to RGB: 55, 93, 157 RGB: 0, 47, 135
be used with restraint. They
must not overpower the
sanctioned brand elements or Pantone 7678C Pantone 477C

detract from brand messaging. CMYK: 70, 84, 11, 1 CMYK: 40, 72, 78, 45
RGB: 107, 71, 142 RGB: 102, 58, 42
They may only be used when
retaining a sense of focus.
Pantone 1797C Pantone 130C
Be sure you select the correct CMYK: 12, 95, 84, 2 CMYK: 2, 38, 100, 0
bright, fun and appetizing color. RGB: 209, 50, 57 RGB: 247, 168, 0
No pressure.

Ben & Jerry’s Visual Brand Guidelines 27

 Color Palette: Secondary Color Usage

The Right Stuff.

Secondary colors (used when
identifying flavors, etc.) are to
be used with restraint. They
must not overpower the
sanctioned brand elements or
detract from brand messaging.
They may only be used when
retaining a sense of focus.

There’s a right way and a

wrong way to use color. Hint:
The figure on the left is right
and the figure on the right is
wrong. Ok, we can understand
if that got a little confusing.
Let’s just say secondary color
usage should be bold, iconic
and focused, not cluttered
and confusing. Cool?
Correct Use Incorrect Use
Bold, iconic and focused Cluttered and confusing

Ben & Jerry’s Visual Brand Guidelines 28

05. Graphic Elements

WOODY AND
THE REST OF OUR
WORLD
 Graphic Elements: Overview

Break it Down,
Clouds Message Cloud
Now!
To the right are all the graphic
o Line
Tw
elements at our disposal,
dli
Hea ne
broken down piece by piece.
Each and every one of these
elements are a part of the
classic Ben & Jerry’s scene.

On the following pages you’ll

Woody Other Cows
find usage guidelines that teach
you how to treat each for pretty
much every scenario imaginable.

Hills

Ben & Jerry’s Visual Brand Guidelines 30

 Graphic Elements: Woody

Meet Woody.
Many years ago one cow stepped
forward to play a starring role,
moving to the front of the herd
and into the spotlight.
We dubbed her Woody, after
Woody Jackson – the artist who
painted the original cows and
she’s been intertwined with the
Ben & Jerry’s brand ever since. HELLO!
my name is

Woody is the lead cow. She’s

used to express/add emotion
Woody!
on variants or for specific call
to actions e.g. “Sign up now!”.

We refer to our cow internlly

as “Woody”, but should not call
her that in consumer facing
coomunication. She is just a
happy cow going about her
business. No need to call her
anything.

Ben & Jerry’s Visual Brand Guidelines 31

 Voice: What We Say and How We Say It

A Final
Cow-Caveat.

We call our cow graphic “Woody”,

but that name is for our eyes and ears
only. We never refer to her as Woody
externally. Why? Because Woody is
the name of the artist who originally
illustrated our cows, not the cow itself.
Also, the artist is definitely a “he” and
the cow is obviously not. So, let’s keep
the name Woody in-house.

Most of all, we’d like to deflect

attempts to turn her into a mascot,
which is why aside from a few very
indirect references, she remains
nameless in public.

Ben & Jerry’s Visual Brand Guidelines 32

 Graphic Elements: Woody Acceptable Uses

Remember:
Hooves Before
Arms.
Whenever we can we should
keep Woody’s arms tight to
her body, or better yet only
show hooves.

Hooves should always remain

attached to her body or a prop,
even if that places the hoof
away from the body’s vicinity. *!? VOTE
The hooves should never float !
independently away from
her body. That would be kind
of strange.

Ben & Jerry’s Visual Brand Guidelines 33

 Graphic Elements: Woody Acceptable Uses

Easy on the Arms.

There are very few instances in
which Woody should be depicted
with front arms. When it’s possible
use hooves, as depicted to the right.

And in the rare cases where arms are

necessary, they should be colored the
same as the part of the body from
which they are extending. When
white arms are attached to black
areas of her body they tend to look
“stuck on” like a Mr. Potatohead,
or as if she’s wearing a biker vest.
Woody is not in a biker gang.

Ben & Jerry’s Visual Brand Guidelines 34

 Graphic Elements: Woody Unacceptable Uses

Woody No-Nos.
Woody doesn’t like to be mistreated.
01 02 03 04
What cow does? Below is how to
treat her with the love and respect
she deserves.

01 Don’t reflect or mirror Woody.

02 Don’t separate Woody’s hooves
from her body.
03 Never give Woody visible eyes
or other facial features,
including glasses.
04 Don’t change or redraw Woody’s spots.
05 Don’t crop Woody so only part 05 06 07 08
of her udder is visible. (Show it all
or don’t show it.)
06 Don’t give Woody white arms
attached to black parts of her body.
07 Don’t give Woody fingers
or other human body parts.
08 Don’t use illustrated ingredients
or food (these should be photographic).

Ben & Jerry’s Visual Brand Guidelines 35

 Graphic Elements: Shadows

One Shady Lady.

Whenever it makes sense,
Woody should cast a shadow
(e.g. daytime on the rolling
hills). The same principles
apply to other objects as well.
Below is a simple way to
create the shadow.

Have shadows be consistent

with one light source.

Shadow Specs
Black/100%k
Feather: 0.05
Appearance:
Opacity, 25%/darken

Ben & Jerry’s Visual Brand Guidelines 36

 Graphic Elements: Woody Legal Guidelines

Woody Rules. Our cow design, used on almost all of Ben & Jerry’s collateral, is owned by the local
Vermont Artist, Woody Jackson, with whom we have a long standing relationship.
We use his artwork under License.
Please note: Woody and her
herd have additional legal lines
There are several cows that have been approved by Mr. Jackson for our use.
as listed to the right.
Whether used together or separately or integrated into a larger art piece, they
must be used exactly as shown in the illustration and must include the legal line
“Cow(s): ©Woody Jackson 1997” The cows may be used singularly or on the
green fields and clouds background as integral to the design.

Any changes to the cows design, in any way such as, but not limited to, change in
attire, facial features, talk bubbles, word changes, background changes, etc. must be
approved by the artist in advance of printing. No eyes or glasses may ever be added.
Requests for changes should be routed through the Ben & Jerry’s legal department
in South Burlington, VT.

When a cow is included in a scoop shop wall mural a Woody Jackson signature
must be affixed at lower right corner of the mural.

Ben & Jerry’s Visual Brand Guidelines 37

 Graphic Elements: Clouds

Head in
the Clouds.
White clouds are to be used as
background elements in the
Ben & Jerry’s scene and to
contain important messages.

P.S. There’s a library of clouds

in which you can refer to and
use to build a picture perfect
Ben & Jerry’s sky.

File name: TBD

Ben & Jerry’s Visual Brand Guidelines 38

 Graphic Elements: Cloud Unacceptable Uses

Cloud No-Nos.
Our clouds are white, light 01 02 03
and fluffy. Below are some
guardrails to consider in order
to use them them juuuuust right.

01 Don’t color the clouds.

02 Don’t squish or skew the clouds.
03 Don’t outline the clouds.
04 Don’t add a drop shadow. 04 05 06
05 Don’t overlap the clouds.
06 Don’t fill them with a photo.
07 Don’t tilt the clouds.
08 Don’t draw your own cloud shapes.

07 08

Ben & Jerry’s Visual Brand Guidelines 39

 Graphic Elements: Rolling Hills

The Hills Are Alive.

To the right is the one and only
illustration of the rolling hills.
You can crop and you can scale
for diversity sake and depth –
hills to climb, hills to fall down
Master Artwork
– but they all come from the
same hill range.

On the following page you’ll

find our hill-sizing guide –
a key to the height and
steepness of our rolling hills.

File name: TBD

Crop

Composition Result

40
Ben & Jerry’s Visual Brand Guidelines
 Graphic Elements: Rolling Hills Application

Sizing Up
our Hills.
There is a flexible but
proportional relationship
between the hills and sky.
Hill height is based on a 5x6
grid using a portion of the
Master artMaster artMaster artMaster art
Master Artwork.

Vertical Compositions
Hill height based on a 5x6 grid

Master art
Horizontal Compositions
Hill height based on a 6x5 grid
CROP CROP CROP CROP
to assemble
to assemble
to assemble
to assemble
compositions
compositions
compositions
compositions
CROP
to assemble
compositions
Ben & Jerry’s Visual Brand Guidelines 41
 Graphic Elements: The Messaging Cloud

Head(lines) in
the Clouds.
The Messaging Cloud is to be
Tweo Line
used for special announcements
H adline.
such as the launching of a new
flavor or other noteworthy
announcements.

Type can sit within one

of the larger clouds from our
library of clouds. The arch
of type follows the curve of
the Ben & Jerry’s ‘Arch’
wordmark.
ee Li sage Cloud
ThHreadlinene Mes
On T
wo Lines
Here. Or Three.

Ben & Jerry’s Visual Brand Guidelines 42

 Graphic Elements: Unacceptable Use of the Messaging Cloud

Don’t Cloud our

Judgement.
TweoadLliinnee Two Line
Headline.
H .
Below are some guardrails to
ensure you don’t mess up the
messaging within our beloved
fluffy whites. 01 02 03

01 Don’t add drop shadows or

outlines.
02 Don’t use gradients.
03 Don’t leave too much negative
space inside the cloud.
w o Line Two Line
04 Don’t bring type outside the cloud.
T eadline Headline.
05 Don’t use straight type.
06 Don’t put type on a steep arch.
H .

04 05 06

Ben & Jerry’s Visual Brand Guidelines 43

06. Illustration

JUST TO DRAW A
PICTURE FOR YOU…

woody
was here
 Illustration: Illustration Style

Stay in
Illustration Style..
We developed a consistent
illustration style to make sure
everything looks a part of the
Ben & Jerry’s world.

We’ve created a growing

library of key illustrations,
including a style of props for
Woody. These illustrations
should only be used to build on
relevant expressions like
flavors or launches. What we’re
saying is don’t use illustration
for illustration sake. Oh, and
we don’t use illustrations of
humans. All speech bubbles and
signs should also be illustrated
in this manner.

To highlight taste, be sure to use

photography for all food
products, including ice cream.

File name: TBD

Ben & Jerry’s Visual Brand Guidelines 45

 Illustration: Signposts

It’s a Sign.
The color of our signs can vary
but be sure to use the right style.
For reference, you can refer
to the wood textures in the
photography section after this.

The sign should be outlined

with a darker color line.

If the sign is planted in the

ground it must be complemented
by our so-called ‘Turf Tuft’
shown here.

File name: TBD

Ben & Jerry’s Visual Brand Guidelines 46

07. Photography

THE WHOLE
PICTURE
 Photography: Ingredients

Say Ice Cream. Flavor Tower Silhouetted Ingredients

We developed a unique
photography style to
consistently showcase flavor
through ingredient shots.
All ingredients or containers,
like baskets and dipping bowls,
are photographed in a manner
that enhances taste appeal.

Single ingredient silhouettes

are used to engage with
typography or to enhance Textured Ingredients
the quality of ingredients.

We use product close-ups

and texture to highlight the
premium nature of our product,
taste appeal and authenticity.

Ben & Jerry’s Visual Brand Guidelines 48

 Photography: Woody and Photography

Woody Plays
with her Food.
When using Woody to showcase
our ice cream variants,
the ingredients should be
photography only to build on
our premium nature as well
as taste appeal as shown.
This can be done in a fun
and engaging manner.

Ben & Jerry’s Visual Brand Guidelines 49

 Photography: Social and Lifestyle

Ice Cream Social?

We created a set of guidelines
to inform how we speak on
social media in order to ensure
our voice rings true across
countless outlets and many
different markets.

SOCIAL MEDIA
Complete Social Media
guideline available
upon request

Ben & Jerry’s Visual Brand Guidelines 50

 Photography: Background Textures for Print

Background
Textures for
Print.
Here we have a collection
of images that can be colored
and scaled to add texture to
our signs or used as backgrounds
for events and posters when
not using our hill landscape.
The color must adhere to our
color palette.

Please see the following page

for textures to use across the
world wide web.

Print Images

Ben & Jerry’s Visual Brand Guidelines 51

 Photography: Background Textures for Web

Background
Textures for
the Web.

Web Images

Ben & Jerry’s Visual Brand Guidelines 52

 Photography: Background Texture Usage Examples

Setting a Good
Example.
LOVINGLY
Here are some examples of how MADE WITH
our backgrounds can be used. NATURAL
INGREDIENTS
FLAVOR FEST

Web Example

Example with Illustration

Textures can be used in combination with our
signature illustration style.
Print Example
Textures can be colored/styled with from
Ben & Jerry’s color palette.

Ben & Jerry’s Visual Brand Guidelines 53

08. Benefit Logos

THE WAY TO
LAY CLAIM(S)
 Benefit Logos: Application

Signs of Success.
To help effectively communicate
product benefits we developed
a collection and consistent style
of benefit driven logos.
This helps the consumer
navigate with ease by need
and want.

The benefit logos are to

be shown on signs, always.
Color and texture can change
as per the guidelines.

The signs must express the

individual benefit as shown.

File name: TBD

Ben & Jerry’s Visual Brand Guidelines 55

 Benefit Logos: Application

The Grass is
Greener on
our Side.
When applying our benefit
signs please incorporate our
Turf Tuft. When having to
show various benefits please
refer to the ‘clothing line’
example to the right.

Ben & Jerry’s Visual Brand Guidelines 56

 Benefit Logos: Application

HEAD HEAD
LINE.
LINE
GOES
HERE

Sample page
for benefit logo
application

Ben & Jerry’s Visual Brand Guidelines 57

09. Legal

THE NITTY
GRITTY DETAILS
 Legal: Founders Likenesses and Names

The Ice Cream

Dream Team.
Application

Use of our founders’ image,

likeness, names, quotes or
stories of Ben Cohen and Jerry
Greenfield must conform to the
legal requirements to the right.

Only the Ben & Jerry’s Portrait depicted above may be used, either in a square or circular format but not
altered in any other manner. Any other images, stories, likenesses, names, quotes or stories may not be used
without Ben and Jerry’s (personal) prior written permission. Any materials which need approval should be
routed through the legal department of Ben & Jerry’s Homemade, Inc.

If it’s not fun, why do it?™ and Business has a responsibility to give back to the community from which
it draws its support, should not be used as quotes and should not be attributed to either of the founders.

Ben & Jerry’s Visual Brand Guidelines 59

 Legal: Founders Likenesses and Names

The Fine Print Cherry Garcia

“Cherry Garcia is a registered trademark of The Estate of Jerry Garcia and is used under license.”
on Flavor. The inclusion of Cherry Garcia in any manner must be followed by a ® or TM whichever is appropriate for
the locale. You may not use any images, likenesses, slogans, statement, taglines or promotions related to the
band Grateful Dead or Jerry Garcia personally. Any proposed use other than ice cream, frozen desserts,
Several Ben & Jerry’s ice cream
yogurt must be approved in writing by the members of the Garcia Estate prior to use. You must work through
flavors require additional legal Ben & Jerry’s Legal Department in Vermont to obtain prior written approval for use.
lines as listed to the right.
Phish Food
Phish and Phish Food are registered trademarks of Phish, Inc. Ben & Jerry’s license with Phish allows us to
use the Phish Food pint graphics to promote the sale of ice cream, frozen yogurt products, food items and
limited merchandise The use of Phish or Phish Food must be followed by an ® or TM depending on the locale.
Any other proposed materials using the names Phish or Phish Food must be approved by Phish prior to
manufacture or distribution. You must work through the Ben & Jerry’s legal department in Vermont to
obtain prior written approval for use.

Chunky Monkey
The currently approved Chunky Monkey pint graphics must be used exactly as depicted on the pint in
connection with Ben & Jerry’s ice cream and other frozen confections, beverages and t-shirts (clothing),
AND FOR NO OTHER PURPOSE. No image of a monkey, ape or any other animal or stuffed doll like character
may be used in any manner in connection with the Ben & Jerry’s Chunky Monkey product.

Saturday Night Live

TM & © 2014-15 40 Share Productions, Inc.

The Tonight Dough

The Tonight Show Starring Jimmy Fallon is a TM & © of Universal Television LLC.
Licensed by Universal Studios Licensing LLC [2014]. All Rights Reserved.

Ben & Jerry’s Visual Brand Guidelines 60

 Legal: Trademarks

A List of our US Flavor Trademarks (updated annually)

Americone Dream®
Non-flavor Trademarks
Peace, Love, and Ice Cream™
Trademarks.
Application A Swirled of Difference™ If It’s Not Fun, Why Do It™
Blondie Ambition™
Boom Chocolatta™
Brewed To Matter™
Cherry Garcia®
Chocolate Therapy®
Chubby Hubby®
Chunky Monkey®
Cinnamon Buns®
Coffee, Coffee BuzzBuzzBuzz®
Everything But The…®
Half Baked®
Hazed & Confused™
Karamel Sutra®
New York Super Fudge Chunk®
Peanut Butter Half Baked®
Peanut Butter World®
Phish Food®
Roasted & Toasted™
Save Our Swirled™
Spectacular Speculoos™
Strawberry Not So Shortcake™
That’s My Jam™
The Tonight Dough™
Triple Caramel Chunk®
Truffle Trifecta®

Ben & Jerry’s Visual Brand Guidelines 61

FPO

Brand Checklist
Will Go Here.

62
A Few Final Words

So, there you have it.

The knowledge and tools
you need to bring the
world of Ben & Jerry’s
to the rest of the world.