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2014 FIFA WORLD CUP BRAZIL

Packaging Design Guidelines

Sony Corporation Creative Center / FIFA Partnership Project Office


20130329 Ver. 2.0

2014 FIFA WORLD CUP BRAZIL Packaging Design Guidelines

Objectives
Packaging displayed at stores is an important distinguishing element for product selection by
customers. Indicating that Sony is an Official FIFA Partner on packaging and to link this to other
advertising and promotional items strengthens product differentiation and can be a powerful way
to appeal to consumers. These design guidelines were created for the effective use of the 2014
FIFA World Cup Brazil assets on product packaging.

Positioning of the Guidelines


These guidelines for the use and placement of the Official Emblem of the 2014 FIFA World Cup
Brazil and product designations on product packaging are based on the Sony Group Brand
Message make.believe Concept and Usage Guideline and the FIFA Marks usage guidelines.

Target Audience
Business Units, Creative Center (persons in charge of packaging)

Period of Use
August 1, 2012 to December 31, 2014

2014 FIFA WORLD CUP BRAZIL Packaging Design Guidelines


Issued by:
Brand Marketing
Supervised by: Creative Center
FIFA Partnership Project Office
Group Marketing Communication Dept.
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Use of the FIFA Emblem on Packaging: Mandatory Use & Exceptions

Mandatory Use of the FIFA Emblem on Packaging

The Official Emblem of the 2014 FIFA World Cup Brazil can be used on product packaging
of all product categories included in the agreement with FIFA and for all regions in the world.
The FIFA Emblem should be printed on all product packaging* that will appear in stores
from June 2013 onwards.
*Exceptions can be made in cases where the product life is long, the size of the Emblem that can be used is too small or
where use of the Emblem is difficult.

Exceptions for the Use of the FIFA Emblem on Packaging

Minimum Size
For small-size packaging, the minimum size of the FIFA Emblem (for offset printing, a height
of 11mm; for flexographic (Flexo) printing, a height of 35mm) must be used to maintain visibility.
If this is not possible, the FIFA Emblem should not be inserted on the packaging.

Placement
When the minimum size (refer to the above) of the FIFA Emblem cannot physically appear on the
main surface of the packaging, a different surface may be used.

Period of Use
Even if product cartons with the FIFA Emblem are still in the market at the end of the 2014 FIFA
World Cup Brazil competition (July 14, 2014 and later), FIFA will not impose any fines nor
request that the cartons be removed from the market. In general, products with a long life that may
possibly remain as part of dealer inventories in 2016 and beyond should not have the FIFA Emblem
included on their cartons or packaging.
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FIFA Emblem Placement Basic Layout

The Official Emblem of the 2014 FIFA World Cup Brazil should
be placed on the main surface of the carton or packaging and
positioned diagonally to the Module Logo in the recommended
lower-right corner. The basic size of the FIFA Emblem should be
25 percent of the height of the Module Logo.

Module Logo

However, if the height of the Module Logo exceeds 240mm,


please contact the Creative Center regarding the size of the FIFA
Emblem.
If the height of the Module Logo is less than 44mm, the height of
the FIFA Emblem should be fixed at 11mm.

FIFA Emblem

Model / Brand Name, etc.

Product Area

25%
Module Logo Height

FIFA Emblem Placement Basic Layout

If the Official Emblem of the 2014 FIFA World Cup Brazil cannot be placed in the recommended
lower-right corner, it should be positioned in a different corner on the main surface of the carton or
packaging. However, the FIFA Emblem should be placed independently and not together with the
Module Logo, feature logos or other graphic elements.

Product Area

Product Area

Product Area

Model / Brand

Model / Brand Name, etc

Model / Brand

Model / Brand

Product Area

Model / Brand Name, etc

Product Area

Product
Area
Model /
Brand

(Numbers and above indicate FIFA Emblem placement order of priority.)


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FIFA Emblem Data: Size


The Small-size and Large-size data of the Official Emblem of the 2014 FIFA World Cup Brazil differ in the size of
the type of the Legal Notice, or the symbols, on the bottom left of the Raising Hands graphic element. As shown
in the magnified examples below, please note that the symbols are larger in the Small-size data than in the Largesize data. Select the proper size data according to the actual height of the Emblem as it will appear on the packaging
and check the size of the symbols to confirm that the correct size data is being used.

Small

Large

For Emblem height of


11mm21mm

For Emblem height of


22mm & above

FIFA Emblem Data: Background Color


For Offset Printing (Full Color) Applications
To maintain consistency in the usage of the Official Emblem of the 2014 FIFA World Cup Brazil, it can only be
used in the following variations. For use on colored backgrounds other than white or black, an Emblem on a white
base must be used. Use of any other color base, except white, is prohibited.

White background

Black background

Other color background

Large
size data

Offset_logo_A_Large.ai

Offset_logo_B_Large.ai

Offset_logo_C_Large.ai

Offset_logo_A_Small.ai

Offset_logo_B_Small.ai

Offset_logo_C_Small.ai

Small
size data

FIFA Emblem Data: Single Color


For Offset Printing (Limited Color Usage) Applications
When the number of colors is limited and the full-color logo data on page 7 cannot be utilized,
one of the following logo data may be used.

Black Solid (Large)

Flexio_logo_B_Large.ai

White Solid (Large)

Flexio_logo_W_Large.ai

Black Solid (Small)

White Solid (Small)

Flexio_logo_B_small.ai

Flexio_logo_W_small.ai

FIFA Emblem Data: Single Color


For Flexographic (Flexo) Printing Applications
The height of the Official Emblem of the 2014 FIFA World Cup Brazil must be at least 35mm, the minimum
size at which the Emblem can be clearly reproduced. For higher-resolution Flexographic printing, use the
full-color Emblem data for offset printing.

Black background
(Small)

Flexio_logo_B_small.ai

Carton color background


(Small)

Flexio_logo_W_small.ai

Other background colors


(Small)

Flexio_logo_O_small.ai

Isolation Zone (Exclusion Area)

Regardless of the size of the Official Emblem of the 2014 FIFA World Cup Brazil,
the isolation zone around the Emblem must be at least 1/8 of the height of the Emblem.
When using a background color other than white or black, please include the isolation zone
within the size of the white base.

Isolation zone

Example:
For an Emblem height
of 40mm, an isolation
zone of 5mm around
the Emblem is required.

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Isolation Zone (Exclusion Area)

When using the Official Emblem of the 2014 FIFA World Cup Brazil on a background color other than
white or black, please include the isolation zone within the size of the white base.

Correct isolation zone

Insufficient isolation zone example

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Packaging Layout Considerations

The Official Emblem of the 2014 FIFA World Cup Brazil should not be placed on a complicated background
nor over the product photo.

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Packaging Layout Considerations

The Official Emblem of the 2014 FIFA World Cup Brazil should be positioned independently and
separated as much as possible from feature logos and other graphic elements.

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Packaging Layout Considerations

Example showing the placement of the Official Emblem of the 2014 FIFA World Cup Brazil
next to a 3rd-party logo

If a 3rd-party logo must be placed near the


FIFA Emblem, a space of at least 1/3 or
more of the width of the Emblem must be
provided between the two graphic elements.
Emblem width

Isolation zone

More than 1/3 of the Emblem width


Example:
For an Emblem width of 24mm, a space of 8mm or
more is required.

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Packaging Layout Example

BRAVIA
Example

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Packaging Layout Example

Cyber-shot
Example

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Product Designations

Product Designations
Sony Group companies have the right to designate products that are included among the product categories
covered under the agreement with FIFA as an Official Product of FIFA or a specific competition. For example,
Official Television of the 2014 FIFA World Cup or Official Digital Still Camera of the 2014 FIFA World Cup
can be used in advertising and promotional materials, at retailers and events, as well as on product packaging.
For product designations on packaging, the typeface and size, as well as placement, should be discussed and
decided by the concerned Business Unit and the Creative Center at Sony HQ. The Business Unit and the designer
in charge of the packaging design at the Creative Center will determine these factors.
Typeface: SST (weight optional)
Designation placement: Above, below, to the right or left of the Official Emblem of the 2014 FIFA World Cup Brazil
Size of typeface: To be determined by the Creative Center

Product Designation Placement Examples

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Product Designation Layout Example

Home Theatre
Example

Product designation type size will be decided after discussions by


the concerned Business Unit and the Creative Center.

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Approval Application for Use of the FIFA Emblem on Packaging


and Product Designation Additions & Modifications

FIFA Approval Application Prior to Use


Use of the Official Emblem of the 2014 FIFA World Cup Brazil and product designations on Sony product packaging,
as well as any additions or modifications to the list of product designations, requires FIFA approval prior to use.
All submissions for FIFA approval are handled by FPO (FIFA Partnership Project Office) at Sony HQ.

Packaging & Product Designation Approval Applications


Packaging
For Business Units
Business Unit persons in charge are requested to fill out the Approval Application form with the required information
(model number, destination of product, initial usage timing). The forms can be downloaded from the Package Design
Guidelines section of the FIFA Marketing Tools Site at https://www.fifapj.sony.net/
Please send the completed application form to FPO.

For FSMCs and Sony Group Companies


If you plan to produce a customized sticker to create original packaging for a specific region or country,
please send the visual to FPO (FIFA Partnership Project Office) at approval@sonyfifaproject.com to obtain
FIFA approval of the packaging design.

Product Designations
Current FIFA-approved product designations can be modified and new ones may be added.
For additions or changes to the list of product designations, please refer to the updated List of FIFA-Approved Product
Designations posted on the Package Design Guidelines section of FIFA Marketing Tools Site. https://www.fifapj.sony.net
Application for FIFA approval is required prior to use. Product Designation Application Form can be also downloaded from
the Package Design Guidelines section of the FIFA Marketing Tools Site.
Please send the completed Application form to FPO. FPO will promptly apply for FIFA approval and notify you and each
relevant Business Unit at Sony HQ when approval has been obtained.

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List of FIFA-Approved Product Designations

(as of March 2013

Note: Since Hyundai, as a FIFA Partner, has the rights to car-related categories, Sony cannot use the word car in its product categories.
PARTNER DESIGNATION Official Partner
Official Partner of the 2014 FIFA World Cup
Sony is an Official Partner of the 2014 FIFA World Cup
BRAVIA
Official Television of the 2014 FIFA World Cup
Official HDTV of the 2014 FIFA World Cup
Official TV of the 2014 FIFA World Cup
FIFA Official Television
FIFA Official HDTV
FIFA Official TV
Home Theatre
Official Blu-ray Disc/DVD Player of the 2014 FIFA World Cup
Official Blu-ray Disc Player of the 2014 FIFA World Cup
Official Blu-ray Disc Recorder of the 2014 FIFA World Cup
Official DVD Player of the 2014 FIFA World Cup
Official DVD Home Theatre System of the 2014 FIFA World Cup
Official Home Theatre of the 2014 FIFA World Cup
Official HOME AUDIO SYSTEM of the 2014 FIFA World Cup
Official Speaker System of the 2014 FIFA World Cup
Official AV Receiver of the 2014 FIFA World Cup
Official Internet Player of the 2014 FIFA World Cup
Official Internet Blu-ray Disc Player of the 2014 FIFA World Cup
Official Head Mounted Display of the 2014 FIFA World Cup
FIFA Official Blu-ray Disc/DVD Player
FIFA Official Blu-ray Disc Player
FIFA Official Blu-ray Disc Recorder
FIFA Official DVD Player
FIFA Official DVD Home Theatre System
FIFA Official Home Theatre
FIFA Official Home Audio System
FIFA Official Speaker System
FIFA Official AV Receiver
FIFA Official Internet Player
FIFA Official Internet Blu-ray Disc Player
FIFA Official Head Mounted Display

Hi-Fi
Cyber-shot,

Handycam

VAIO

Walkman

Headphone

Car* Audio
USB Memory
Reader
Projector

Official Hi-Fi System of the 2014 FIFA World Cup


FIFA Official Hi-Fi System
Official Digital Still Camera of the 2014 FIFA World Cup
Official Digital Camera of the 2014 FIFA World Cup
FIFA Official Digital Still Camera
FIFA Official Digital Camera
Official Camcorder of the 2014 FIFA World Cup
Official Video Camera of the 2014 FIFA World Cup
Official Video Camera Recorder of the 2014 FIFA World Cup
FIFA Official Camcorder
FIFA Official Video Camera
FIFA Official Video Camera Recorder
Official Personal Computer of the 2014 FIFA World Cup
Official Laptop of the 2014 FIFA World Cup
Official Notebook of the 2014 FIFA World Cup
FIFA Official Personal Computer
FIFA Official Laptop
FIFA Official Notebook
Official Personal Audio Products of the 2014 FIFA World Cup
Official MP3 Player of the 2014 FIFA World Cup
Official Digital Music Player of the 2014 FIFA World Cup
FIFA Official Personal Audio Products
FIFA Official MP3 Player
FIFA Official Digital Music Player
Official Headphone of the 2014 FIFA World Cup
FIFA Official Headphone
Official Product of the 2014 FIFA World Cup
FIFA Official Product
Official USB Memory of the 2014 FIFA World Cup
FIFA Official USB Memory
Official e-book Reader of the 2014 FIFA World Cup
FIFA Official e-book Reader
Official Projector of the 2014 FIFA World Cup
Official HD-Projector of the 2014 FIFA World Cup
FIFA Official Projector
FIFA Official HD Projector

IMPORTANT:
When using product designations on packaging, adherence to rules regarding use of the local language of the destination country or countries is required.
If the product designation in the required language is not included in the list of product designations posted on the FIFA Marketing Tools Site
(http://www.fifapj.sony.net/), application for FIFA approval is required prior to use. Please send the translated product designation to FPO. FPO will
promptly apply for FIFA approval and notify you and each relevant Business Unit at Sony HQ when approval has been obtained.

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Flow for FIFA Packaging Approval Application Procedures


(For use by Business Units only)
Documents in Excel format required for the Approval Application are to be circulated by e-mail from
the concerned Business Unit to Packaging Design and then to the Creative Center, with each group
filling out the forms with information relevant to its area of responsibility. After final confirmation by
the Business Unit, the documents are to be sent to the FIFA Partnership Office (FPO) for submission
to FIFA for approval.
Excel file
e-mail attachment

Excel file
e-mail attachment

Business Unit

Packaging Design

Determine product models


for approval application
Fill out Excel approval application
form with required information

Indicate carton size


on Excel approval
application form

Creative Center
Prepare data & attach image
of basic packaging design to
Excel approval application

Approval time
Excel file
e-mail attachment

2 business days

Business Unit

FPO

Confirm Excel file content


& send to FPO

Check Excel file content


& submit application to FIFA

Notification
of Approval

FIFA reply

Up to10 business days

FIFA

Approval

Notification
of Approval

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FIFA Marks Approval Application for Packaging (Excel file): Sample Forms
(For use by Business Units only)
The below approval application forms in Excel format will be distributed to each Business Unit.
For Offset Printing

Digital Imaging (DI) carton sample form

For Flexographic (Flexo) Printing

TV carton sample form


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FIFA Marks Approval Application Form for Packaging -Procedure Flow & Required Information
(For use by Business Units only)
Areas of responsibility
Business Unit Packaging Design Creative Center

Business Unit
Product model decision
Information to be filled out on approval application form
Product category
Model number/series
Country/region of destination, usage period (exposure
dates), approval deadline
Size, special notes, comments, etc.

Packaging Design
Packaging design: information to be filled out on approval
application form
Carton dimensions
FIFA Emblem height

Creative Center

Information to be filled out on approval application form


Attach image of the basic carton design
Place a check mark in the box to indicate the FIFA
Emblem data size and type used

Business Unit
After final confirmation of all content, the application
approval form to be sent to FPO.

FPO
After checking content, application approval form to be
submitted to FIFA
FIFA approval notification to be sent to Business Unit
TV carton sample form
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Inquiries / Contacts

For inquiries on the use of the Official Emblem of the 2014 FIFA
World Cup Brazil and product designations on packaging, please
contact the following groups.
For inquiries regarding FIFA Marks usage rules, product designations and FIFA approvals,
please contact:

FPOFIFA Partnership Project Office

approval @ sonyfifaproject.com

Motoko Nishi / Mari Yoshii


FIFA Partnership Project Office
Brand Management Department

For inquiries regarding packaging design, please contact:

Creative Center

creative-cd-fifapackage @ jp.sony.com

Communication Design Team


Communication Design Management Group

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