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F. Iconography
Product Attribute Icons
Product attribute icons should be highly detailed line
art with a three-dimensional look. When possible, the
icon graphic should protrude out of the icon box and
have a drop shadow. For maximum consistency across
product category, all graphics within the product line
should be considered when determining icon shape and
location.
The shape of an icon is determined along the price point
continuum, with the straight icons being utilized on
OPP/MPP product lines and the angled icons reserved
for HPP product lines. The round icon should only be
used under special circumstances, once you have three
or more icons and you need to draw special attention to
another attribute or benefit.
Straight Icons
The angle of the call-out box must lean to the right at
78º (one side only). The bounding box has a 1pt. black
border with a white fill and the call-out box has a 1pt.
white border with a black fill.
Angled Icons
The angle of the call-out box and bounding box (both
sides) must lean to the right at 78º. The bounding box
has a 1pt. black border with a white fill and the call-out
box has a 1pt. white border with a black fill.
Round Icons (LIMITED USE)
Text in round icons should be all caps. If the package is
trilingual, English and French appear in the circle, with
Spanish in plain text in close proximity to the icon.
Arrow Icons
An arrow is used to draw attention to a particular part
of a package or specific point in an icon. The standard
color and shape to the left should be used consistently
on all packaging, merchandisers and collateral.
3. Universal Graphic Standards
Iconography
Preferred design for icons placed on the
right side.
Preferred design for icons placed on the
left side.
Icon Formats
Bilingual Examples
Trilingual Example
Straight
Angled
Note:
Round icons should only be used once you have three or more icons
and you need to draw special attention to another attribute or benefit.
Trilingual Example
Bilingual Example
4-Color Process
Spot Color
Double Headed
Round (LIMITED USE)
Arrows
European (No Language)
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