Tesco Brand Guideline 110713 PDF

Tesco
one voice
guideline
12th JuLY 2013
The Clearing
Format Updatable folder/binder
-Magnetic cover.
(Distributed vacuum sealed in clear plastic or foil)
Format Updatable folder/binder
-Magnetic cover.
(Distributed vacuum sealed in clear plastic or foil)
Brand toolkit and guidelines
Hello
1.0 Basic Elements
2.0 Logos
If you’re reading this, you’re one of the team
3.0 Typography helping to bring the Tesco brand to life.
4.0 Tone of Voice
5.0 Colours
Welcome on board.
6.0 Photography
7.0 Chevron
As we continue to evolve as a business, it’s
8.0 Illustration more important than ever to look and sound
9.0 Iconography
10.0 Ping
like one Tesco. Wherever and whenever
11.0 Applications anyone comes into contact with us, we want
12.0 Preferred Suppliers
their experience to be consistent. And getting
that right starts with each and every one of us.
So take good care of our brand, help people
fall in love with it just like we have and - most
importantly - make sure you have some fun
along the way.
1.0 Basic Elements Logo
Primary ELH device

1.0 Basic Elements These are the visible building blocks
of our brand. A toolkit of all the things
2.0 Logos
that make us look and sound distinctive. Colour palette
3.0 Typography But in order for them to be really
effective, they need to work as well
4.0 Tone of Voice together as they do individually. Primary colours Secondary colours
5.0 Colours Note: A
replacement for Mari & David is
6.0 Photography currently under development. Typography Tesco Black Tesco Regular Mari & DAvid
7.0 Chevron Tesco Bold Tesco Light
8.0 Illustration
Tesco Mari & David
9.0 Iconography
Photography
10.0 Ping
11.0 Applications
Cutout In situ Everyday life
Chevron Presentation
Presentation Recycle
Presentation
Presentation
Sub line should be kept
short and succinct.

Sub line should be succinct.
short and kept Rec
R
short and succinct.
short and succinct.
Underline Small tab Medium & long tabs Dividing line
Illustration
Iconography Ping
2.0 Our Logo
Show them
1.0 Basic Elements
2.0 Logos
3.0 Typography
who we are
4.0 Tone of Voice
5.0 Colours
6.0 Photography
7.0 Chevron
Our logo is the most visible and
8.0 Illustration recognisable part of our brand. And
9.0 Iconography we’re proud of it.
10.0 Ping It appears cleanly and consistently on

lots of our applications, from posters
11.0 Applications to packaging so obviously we don’t
12.0 Preferred Suppliers allow any changes to it. There are a few
simple rules to follow in this section.
2.1 Our Logo
1.0 Basic Elements The Tesco logo is our most powerful
2.0 Logos asset, so we shouldn’t mess with it
– not in any way. We use it singularly –
3.0 Typography and most importantly – consistently,
4.0 Tone of Voice on a white background wherever
possible.
5.0 Colours
6.0 Photography
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications
One colour version

On monochrome applications like
packing boxes, our logo should
always be in solid black or white.
2.2 Clearspace, minimum size and positioning
1.0 Basic Elements Clearspace
To make sure our logo always looks
2.0 Logos good, give it a bit of breathing space.
3.0 Typography It’s so vital to our brand it deserves
prominence. Measure this space using
4.0 Tone of Voice a double chevron from the logo. It
should be the same all the way around.
5.0 Colours
6.0 Photography
7.0 Chevron
8.0 Illustration
9.0 Iconography Minimum size
If our logo can’t be read properly,
10.0 Ping it’s no good to anyone. To keep it
legible, never reproduce it smaller
11.0 Applications
than 20mm.
There are exceptional cases – like
packaging – where we may need
to make the logo smaller than the 20mm
minimum size. Please have a look
at the packaging guideline for more
information about this.
Positioning
The logo should be positioned top left
or bottom right wherever possible.
It can also be placed in the middle at
the bottom on communications with
centred layouts.
2.3 Secondary logo usage
1.0 Basic Elements Reversed logo
As you know, we use our logo consistently
2.0 Logos in its original colour across the vast majority
3.0 Typography of our applications. But if necessary, it can
also be reversed out of a single colour from
4.0 Tone of Voice our secondary colour palette. We never use yellow,
as there’s a risk this could devalue our logo.
5.0 Colours
6.0 Photography
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping It can also be used along with our
11.0 Applications ‘Every little helps’ device.
Secondary palette logo

In campaigns, however, it sometimes appears in a
single primary or secondary colour. Please don’t do
this in any other kind of communication. For more
details, please see the campaign guidelines.
Logo on photography
In some cases – again limited to campaigns – we
can use a white version of our logo on images.
As long as it’s placed on a clear area with enough
contrast so that it’s easily visible.
CAMPAIGN
USE ONLY
2.4 Logo - things to avoid
1.0 Basic Elements When it comes to our logo
we’ve got some no-nos.
2.0 Logos
This keeps it consistent
3.0 Typography everywhere we use it.
4.0 Tone of Voice
Don’t stretch or alter the shape Don’t swap the red and blue around Don’t put any space between the type
5.0 Colours of the logo at all and chevrons
6.0 Photography
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications Don’t create a keyline version Don’t move the chevrons around Don’t skew or rotate the logo
TESCO
Don’t colour the logo using any of the Don’t use the Tesco wordmark without Don’t change the logo font
tints in our primary or secondary palette the chevrons
Don’t reverse the logo out of any of the Don’t recolour the logo in two different Don’t place the logo on any
tints in our primary or secondary palette colours photography that impairs legibility
2.5 Using ‘Every little helps’
1.0 Basic Elements ‘Every little helps’ is a powerful Horizontal usage
sentiment which over time has Our primary use of ‘Every little helps’.
2.0 Logos This version can be found on our
gained great resonance with
3.0 Typography customers and colleagues. To website and email mastheads.
build on this, we’re breathing new
4.0 Tone of Voice
life into the phrase - making it
5.0 Colours warmer, more relevant and more Stacked usage
accessible. It should never just be This version should be used when
6.0 Photography
seen as an ad slogan emblazoned there is not sufficient room to use the
7.0 Chevron across a wall or poster as a horizontal version.
substitute for a creative idea.
8.0 Illustration
When we use ‘Every little helps’, it
9.0 Iconography
should appear written out in full,
10.0 Ping mostly as a sign off at the end of Unlocked usage
a long piece of communication. The unlocked version can be used
11.0 Applications as long as the logo is somewhere
A good example of this is
12.0 Preferred Suppliers something that we do which on the same communication.
seems small, but which actually
helps the customer in a big way.
After all, that’s the very essence One colour version
of ‘Every little helps’.
On monochrome applications like
packing boxes , our logo should
always be in solid black or white.
Replacement usage
You may also see it with the ‘little’
replaced with a cutout image.
This is only used in campaigns as
a cheeky and memorable sign-off.
For more information about this,
please have a look at the campaign
guideline.
CAMPAIGN
USE ONLY
2.6 ‘Every little helps’ clearspace and minimum size
1.0 Basic Elements Clearspace
2.0 Logos When using ‘Every little helps’ locked

to the logo, use a double chevron to
3.0 Typography measure the space around it. When
using ‘Every little helps’ by itself,
4.0 Tone of Voice
please use the ‘v’ from ‘Every’ to find
5.0 Colours this exclusion zone.
6.0 Photography
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications
Minimum size
Never make the horizontal version
smaller than 50mm. The stacked
version shouldn’t be reproduced
at less than 21mm.
50mm
When the ‘Every little helps’ device
is being used by itself, it shouldn’t
be reproduced at less than 30mm.
21mm 30mm
2.7 ‘Every little helps’ positioning
1.0 Basic Elements Positioning
2.0 Logos When the logo is being used

with ‘Every little helps’ its
3.0 Typography default position doesn’t
change. That’s top left or
4.0 Tone of Voice bottom right wherever possible.
5.0 Colours In the stacked version we can
6.0 Photography also place the logo in the middle
on centred communications.
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications
Unlocked Positioning
When placing the unlocked ‘Every
little helps’ in the bottom right
corner please make sure the Tesco
logo is placed in the top left corner.
Ensure that both elements are in
the same field of vision.
If it needs to be centred on
communications, the logo and
‘Every little helps’ device can be
separated and placed at the top
and bottom of communications
respectively.
2.8 ‘Every little helps’ - things to avoid
1.0 Basic Elements ‘Every little helps’ is a key part
of our brand and shouldn’t be
2.0 Logos
altered either.
3.0 Typography
Don’t use any line or connecting device between Don’t rearrange the Tesco logo and ‘Every little helps’ device.
4.0 Tone of Voice the Tesco logo and ‘Every little helps’ device Please use the artwork provided.
5.0 Colours
6.0 Photography
7.0 Chevron
8.0 Illustration Every little helps
9.0 Iconography Don’t recolour the ‘Every little helps’ Don’t split or rearrange the words of our Don’t recreate the ‘Every little helps’
device in any other colour when using ‘Every little helps’ device device in any other font
10.0 Ping it with a standard logo
11.0 Applications
Don’t colour the logo using any Don’t use the unlocked ‘Every little Don’t place our logo lockup over the
of the tints in our primary or helps’ device without the Tesco logo complicated part of an image.
secondary palette somewhere on the same page
Any other message
Don’t replace the chevrons in our logo Don’t rotate or skew our logo Don’t lock any other message
with our ‘Every little helps’ device and ‘Every little helps’ device up to our logo in a similar style
3.0 Typography
1.0 Basic Elements
2.0 Logos
3.0 Typography
4.0 Tone of Voice
Use type
5.0 Colours
6.0 Photography
7.0 Chevron
wisely
8.0 Illustration Don’t use typographical tricks to make
9.0 Iconography up for poor writing.
10.0 Ping Bold type won’t make your ideas more

persuasive. Italics won’t make words
11.0 Applications more urgent. Good writing makes ideas
12.0 Preferred Suppliers persuasive and words more urgent.
Great typography is there to help you
structure and present good writing.
To make it look inviting and readable.
Clearer and more memorable.
And to make us look as distinctive
and coherent as we sound.
3.1 Our typefaces
1.0 Basic Elements The Tesco font is the voice of Tesco. Tesco font
Tesco
It combines warmth and friendliness
Tesco Black
2.0 Logos
with authority and stature, allowing
3.0 Typography us to flex our tone across most of the
4.0 Tone of Voice communications we make – both in-store
and through our other channels. We’ve
Tesco Bold
Tesco Regular
5.0 Colours used this font consistently over a number
6.0 Photography of years. People recognise it as ours.
7.0 Chevron Tesco Light
8.0 Illustration DOWNLOAD THE TESCO FONT
Go to the Hub
9.0 Iconography
10.0 Ping
11.0 Applications Mari & David allows us to inject Mari & David
warmth and personality into customer
mari & david

communications. Use it to represent
‘the voice of the expert’. mari and david REGULAR
Note: A new font to replace Mari &
David is in development and will be
mari and david BOLD
issued in V2 of this guideline. mari and david EXTRA BOLD
DOWNLOAD MARI & DAVID
Go to the Hub
Arial replaces the Tesco font Digital font
Arial
when it’s unavailable - such
as online and in emails, or
with internal applications like
Arial Bold
PowerPoint or Word. Arial Regular
3.2 Using our typefaces
1.0 Basic Elements Headlines
2.0 Logos
Headline
3.0 Typography Tesco Black
4.0 Tone of Voice This weight is used when we want to be bold

and assertive with maximum standout.
5.0 Colours
However it can feel a little loud, so we need
6.0 Photography to limit its use. Tesco Black
7.0 Chevron
Headline
8.0 Illustration Tesco Bold
9.0 Iconography This gives us maximum standout and
clarity. It has real warmth and personality.
10.0 Ping
This is the weight we’ve become known for.
11.0 Applications Tesco Bold Primary headline weight
Headline
Tesco Light
This weight is more subtle than the others.
So it’s useful when we want to appear more
thoughtful, or we want to underline the
quality of something. Tesco Light
Text
Text
Tesco Regular
This is the typeface for body text across
all our channels.
Use Tesco Bold to highlight a word
within body text. Tesco Regular
Use Tesco Regular Italic for quotes.

3.3 Typography usage
Price Promise Shopping Delivery saver Store locator Clubcard
1.0 Basic Elements Headlines
Louise
Freshly clicked
2.0 Logos In the examples shown, headlines are set in
Tesco Bold. They are significantly larger than
3.0 Typography the sub-heads or body copy. Customer Assistant
4.0 Tone of Voice Price Integrity
New season fruits and
5.0 Colours Body Copy
vegetables now online
Body copy is always set in Tesco Regular and Joined the team in 2004
6.0 Photography and instore
doesn’t need to be locked up to headlines.
7.0 Chevron
In general we left align content in our Find out more
8.0 Illustration applications but centred text can be used
9.0 Iconography
where necessary. This weeks other great offers
10.0 Ping
We keep our body copy simple and honest,
to let the words do the talking.
20% off Champagne
Try our cooking
Robin Wine by
11.0 Applications with kids app the case offers
Customer Assistant
12.0 Preferred Suppliers Save 25% on cases Half price Stock Control
Great offers on
of Champagne leg of lamb seasonal fruit and veg
Joined the team in 1998
Don’t forget we deliver

on Bank Holiday Monday
Book your slot now
Shop now
Beer & Cider 3 for

Festival £21
For sharing or stocking up
Shop now
4.0 Tone of Voice
Sounding
1.0 Basic Elements
2.0 Logos
3.0 Typography
like someone
4.0 Tone of Voice
5.0 Colours
6.0 Photography
you like
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications Our tone of voice is our personality
brought instantly to life through words.
It’s how we make a real connection
with our customers, colleagues and
communities.
To help us get it right we have three tone
of voice filters: Simple. Honest. Human.
They are simple yet surprisingly deep.
And just what we need to sound
consistently distinctive and recognisable.
A voice that people like and trust to tell
them what’s really what - while making
them smile.
4.1 Our tone of voice principles
Simple
1.0 Basic Elements
2.0 Logos
3.0 Typography
4.0 Tone of Voice
5.0 Colours
6.0 Photography
7.0 Chevron
8.0 Illustration
9.0 Iconography
Most people when they’re shopping in-store or
10.0 Ping
11.0 Applications
online, know what they want. They don’t have We are
the inclination to decipher long, complex or
12.0 Preferred Suppliers dull messages. So everything we say is easy to
understand and helpful. 1. Easy to understand
Don’t make information more complicated than it 2. Helpful
needs to be. Offers must make the benefit clear.
Bear in mind that any offer – no matter how 3. Down-to-earth

good it is – will put customers off if it comes with
loads of caveats.
Remember: Simple isn’t the same as simplistic.

It’s never an excuse to patronise people.
We are not
Genuine simplicity takes effort and thought. But by
forcing yourself to be simple and straightforward, 1. Too clever for our own good
you’ll be focusing on what really matters.
2. Complicated
3. Patronising
Honest
1.0 Basic Elements
2.0 Logos
3.0 Typography
4.0 Tone of Voice
5.0 Colours
6.0 Photography
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications
Give genuine advice. Be straightforward.
Point out better products or deals.
We are
12.0 Preferred Suppliers From a ‘2 for 1’ offer to a bank loan, make what
we do easy to understand. 1. Plain speaking
Don’t hide behind small print. Don’t be vague or 2. Genuine
complicated so it’s hard for customers to get the
best deal from us. 3. Brave
Share what you know. Speak plainly about what
products can and can’t do.
If a product or service is really good, say so.

If it’s middle of the road, admit it.
We are not
When we get it wrong, be brave and admit it.
Tell people what we’re doing to put things right.
1. Misleading
2. Vague
3. Insincere
Human
1.0 Basic Elements
2.0 Logos
3.0 Typography
4.0 Tone of Voice
5.0 Colours
6.0 Photography
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications
We sell the everyday things that make life work.
We are
We are warm and friendly but also down to earth.
12.0 Preferred Suppliers Remember that this is two-way. We all go shopping.
We all buy insurance. We all know how we want to be 1. Passionate
spoken to.
2. Warm
So, if we want our customers to feel that they’re more
than sales targets, we need to engage with them. 3. Friendly
Talk about what’s relevant and useful to them, show
everyone our passion for what we do.
Enjoy playing with the language. Humour is a great

leveller and makes us all more accessible. But use wit, We are not
not slapstick.
Cynicism is easy to come by, liking and interest much 1. Corporate

harder to maintain.
We’ll get it by treating everyone as equals.

2. Over-familiar
3. Exclusive
4.4 Speaking with one voice
1.0 Basic Elements What filters you use depend on who you’re
talking to, and where, when and why you’re
2.0 Logos
talking to them. As with a person, it’s the mix
3.0 Typography that makes us interesting.
4.0 Tone of Voice Over the next few pages we explain how this
5.0 Colours spectrum works in more detail.
6.0 Photography
7.0 Chevron
8.0 Illustration
Things we need to say Things we love saying
9.0 Iconography
10.0 Ping
To inform and reassure To engage and excite
11.0 Applications
Honest Simple Human
Human Simple Honest

4.5 Things we need to say
1.0 Basic Elements There are times when we just have to say it clearly, simply and quickly.
How we do it
2.0 Logos Here the human underpins the simple and honest filters of our voice, so dial them up.
3.0 Typography Remember, the need is functional. Be clear about what people need to know
4.0 Tone of Voice before you start.
We’re giving people the right and relevant information they need to know, the
5.0 Colours clearest way we can. Use straightforward, everyday words.
6.0 Photography Having it will reassure them, simplifying their choices and decisions. Use simple sentence constructions.
7.0 Chevron
Keep sentences short.
8.0 Illustration
Direct people personally - use you and yours.
9.0 Iconography
10.0 Ping Use facts and figures if they help
make things clearer.
11.0 Applications
Be single-minded in your messages.
Giving too much information often confuses.
Hello
Lead with the most important fact –
don’t make people work hard to
understand the advantage.
Go easy on the punctuation –

too much can get in the way.
Make sure all the spelling is right.
We’re open 24 hours

This isn’t art – avoid stylistic
flourishes and fancy phrases.
This is functional but not cold.

So don’t be rude or curt.
Find out what’s going on in your local area

4.6 Things we love saying
1.0 Basic Elements To engage and excite people we need to show So, if you feel really passionate about
2.0 Logos them the kind of people we are. something, say it as you would to a friend. How we do it
3.0 Typography Here we dial up our human side, using simple Think about the things we see in ourselves Use the active voice and be positive.
4.0 Tone of Voice and honest in support. and recognise in others, the bits of life that
bring us together. Then write something Enjoy the language, look for
5.0 Colours The key is to find the emotions, appetites and
that’s true about them. unusual ways to say it.
thoughts we share and have in common with
6.0 Photography
our customers. Then, write something that’s true and clear Use interesting adjectives and
7.0 Chevron and taps into it with pace and playfulness. adverbs for benefits and features.
8.0 Illustration
Real people and real examples
9.0 Iconography help engage and convince.
10.0 Ping
Be personal and collaborative
11.0 Applications – that’s you and your and ours and we.
12.0 Preferred Suppliers Be informal without being over-familiar.
Don’t be afraid of longer headlines

– but don’t be indulgent.
Use open-ended questions to
Potatoes fit
Bank Bank engage and link with people.
Loans Loans No jargon, sales hype or slang
Whatever must- for a queen Sign in

Borrow a lot or a little,
Store Locator Contact Us
over a long time or

Search
short it’s a loan that

Help
Groceries
Feedback
For Keywords SEARCH

– it puts people off.
Expressions and idioms is ok as long
have you have as you’re sure your audience will get it.
Fresh Food Tesco Direct Clothing Clubcard Tesco Bank
Tech and gaming

fits in with your plans.
in mind, we think Use wit, not slapstick.
Home Electrical
Home and garden

Home and garden
DIY and car
5.2% will do it
Toys
Sports and leisure
Baby and toddler
Gifts and jewellery
Entertainment and books

Take a back seat
Health and beauty
with the gardening
Clothing
Tools for every type of gardener
Top rated products
Price promise Wine by the case Watch movies Phoneshop Real shop Store opening
and TV hours
4.7 Before and after examples - Clubcard leaflet
1.0 Basic Elements Before Hello.
We’ve always believed a little thank you can go a long way. Why it’s Simple, Honest and Human
2.0 Logos
That’s why we’ve been helping our members save more on their
3.0 Typography shopping for over 15 years. The sentiments of saying thank you are right. But in
So join up today and, every time you spend with Tesco you’ll the ‘before’ example the headline comes across as
4.0 Tone of Voice
collect points, which we’ll turn into Clubcard vouchers for you
doing the customer a slightly grudging favour.
5.0 Colours to spend. On average, our members earn £25* in vouchers each
year. And many earn significantly more.
6.0 Photography The ‘after’ is lighter in tone and more
We’d love you to join us so that we can do the same for you. accessible throughout.
7.0 Chevron It’s our way of giving you something back.
Here the playfulness of ‘a little extra’ and ‘ a lot of
8.0 Illustration
difference’ is both honest and human. It’s a small
9.0 Iconography After reward, but it’s nice and helpful.
10.0 Ping Sometimes a little We’re rewarding our customers for doing what
11.0 Applications
extra makes quite they’d do anyway – shop with us. So it’s ‘a bit more’.
Using the ‘15 years’ suggests that over time, that
a lot of difference loyalty mounts up.
The explanation of the mechanics is simpler, quicker

and clearer. Every customer knows how loyalty
Hello, schemes work.
‘Splash out’ underlines that this is a benefit – a nice-to-

We believe a thank you goes a long
way to helping the world go round. have extra which you’re free to enjoy how you like.
That’s why we’ve been helping our
members save a bit more on their ‘Significantly more’ is replaced by ‘much more’ - which
shopping for the last fifteen years. is informal and understandable and sounds less like a
Join today, and every time you spend with financial transaction. It’s how people speak.
us, you’ll collect points. Which we then turn
into Clubcard vouchers you can spend. ‘Our way’ and ‘your Clubcard team’ is human and
On average, our members collect £25 in involving – which is how loyalty should sound. Which
vouchers a year. Many collect much more.
We’d love you to join us so you can save -
helps to make ‘we’d love you’ sound genuine rather
and then splash out - the same. than forced.
It’s our way of saying thank you.
Your Clubcard Team.

4.8 Before and after examples - Personal loans leaflet
1.0 Basic Elements Before
Why it’s Simple, Honest and Human
2.0 Logos
3.0 Typography
4.0 Tone of Voice
A great low rate of 5.1% The competitive offer - 5.1% apr - is still up front.
5.0 Colours APR representative on But the benefit – ‘whatever you have in mind’ –
is core. It references the freedom the loan represents
loans from £7,500 to £15,000 in enabling the customer to achieve their plans. It says
6.0 Photography
7.0 Chevron
A great low rate of 5.1% that Tesco gets it.
8.0 Illustration APR representative on The language is no longer stiff and financial –
it’s human and honest.
9.0 Iconography
loans from £7,500 to £15,000 Excess information such as ‘representative on loans’
10.0 Ping
11.0 Applications After
Whatever must-have has gone, making it simpler but no less honest.

you have in mind The amount of the loan can be discovered inside the
we think 5.1% APR

leaflet – it just makes the headline longer and clumsier.
will do it.
Whatever
Representativemust-have
on loans
you have in mind we
from £7,500 to £15,000
think 5.1% APR will do it.

our
Search Stores Food News Login/register
Representative on loans
The site for colleagues of tesco
from £7,500 to £15,000
News and Views Our Pensions Our Community Working at Tesco

After Before and after examples -
4.9 Clubcard credit
Bank
card homepage banner
Sign in Store Locator Contact Us Help Feedback
SEARCH IN Groceries FOR Keywords SEARCH
Insurance Credit Cards Loans Savings Mortgages Travel

Collect bonus Clubcard points with both our Why it’s Simple, Honest and Human
2.0 Logos
Clubcard Credit Card options
3.0 Typography Home and garden In the ‘before’ example, the formal language
4.0 Tone of Voice and list structure states the obvious.
5.0 Colours ‘Collect’ is more of a stiff instruction

6.0 Photography than a warm invitation.
7.0 Chevron Bank Sign in By combining

Store Locator
with rhythmic
the formal
Contact Us
SEARCHwordplay,
‘introducing’
Help Feedback
the audience
IN Groceries FOR isKeywords SEARCH
8.0 Illustration
instantly intrigued and involved.
9.0 Iconography Insurance Credit Cards Loans Savings Mortgages Travel
The result is simpler and more
10.0 Ping
informative by being more human.
11.0 Applications After
Clubcard Credit Card Loans
12.0 Preferred Suppliers Introducing the balance-sorting,
points-earning16.9%
Clubcard Credit Card
From the moment you open your account, Whatever you have in mind, we think
you won’t pay any interest on purchases for 5.2% APR will do it.
16 months.
APR Borrow from £7,500 to £15,000, over
And you can collect even more Clubcard For new customers with a Tesco Home and of
a period garden
time that suits you.
5.2%
APR
CLubcard Credit Card
points when you spend outside our stores.
Clubcard Credit Card Loans

4.10 Before and after examples - Online competition
2.0 Logos
3.0 Typography Tell us what you think for a chance to win! We’re asking people to help, so we can at least
We are so confident about the quality of our ready meals, we want you to try them and tell us be a little playful with our language.
4.0 Tone of Voice what you think. As a thank you for your feedback we'll send you a money off voucher† plus entry
into an exclusive competition for a chance to win~ dinner cooked by one of our chefs.
5.0 Colours How it works The structure, putting copy in lines,
helps build momentum to the payoff.
6.0 Photography
1Buy and try our
2
Click "Enter now"
3
You'll receive an email
4
Plus you'll be entered ‘Give us a mouthful’ is a well-known phrase for
7.0 Chevron Finest* ready meals below and tell us with a £2 off £5† on into our competition for a
what you think Finest* ready meals chance to win dinner
telling people what you honestly think. Which
8.0 Illustration (Please note this will cooked by Mat Stephany is what we’re asking for here. This is honest and
take 2 business days) our chef who creates the
Finest* range human and attention grabbing.
9.0 Iconography
10.0 Ping By using ‘Finest’ we specify which meals we’re
talking about upfront.
11.0 Applications
After ‘Pretty confident’ is still confident, as we should
A tasty proposition be, but ‘pretty’ stops us being arrogant.
It’s everyday accessible language.
We’re pretty confident about the quality of our Finest ready meals.
But it’s time we put our money where your mouth is. ‘Our money where your mouth is’ subverts
So, we’d like you to try them and tell us what you think. another common phrase, meaning we’re
To say thank you we'll send you a money off voucher. And enter you into an exclusive prepared to support everything you say. It
draw to win dinner cooked by Mat Stephany, our chef who creates the Finest* range.
makes a structural link to the money off voucher.
Here’s how it works:
‘To say thank you’ - the voucher is underplayed
1 2 3 4
because it’s a reasonable thank you, not a fortune.
The competition spells out the prize, neatly

You’re in for a chance to
We’ll send you an email win dinner cooked by Mat
rounding off what we’re asking people to do with
Buy and try our Click "Enter" and tell with a £2 off £5† on Stephany our chef who the Chef that’s created the food people are trying.
Finest* ready meals us what you think Finest* ready meals creates the Finest* range
‘Draw’ is arguably more accurate than competition.

It’s luck rather than skill. This is honest.
The four stage instructions are simplified,

and clearer. So are made clearer.
4.11 Before and after examples - Wine Advisors email
2.0 Logos
3.0 Typography Wine should be fun, and trying something new
should be simple.
4.0 Tone of Voice
5.0 Colours The ‘before’ copy is a bit formal: ‘will take into
consideration every aspect of your requirements’
6.0 Photography sounds more like a quantity surveyor drawing up
a specification.
7.0 Chevron
‘Cheers’ undercuts any wine stuffiness or snobbery,
8.0 Illustration
making it more human. Later ‘quaff’ does the same.
9.0 Iconography
‘Love to talk wine’ is a simple but human way of saying
10.0 Ping ‘giving advice’, removing any hint of wine being
daunting or complicated.
11.0 Applications
The breadth of service – from an event to wanting
12.0 Preferred Suppliers After a change – also stresses accessibility while subtly
Cheers
referencing our wide range of wine.
‘Faced with so much choice’ also references our

range, but ‘pick’ is in-store language, keeping
things down to earth.
Maybe you’re planning an event or celebration and need
The team’s credentials are stated, but only after the
something everyone will happily quaff? Or simply want
customer need has been established. This supports
an inspired change to your usual? what is arguably more important, and more engaging:
Faced with so much choice, sometimes it’s hard to know what ‘love to talk wine’.
to pick. Good advice is given but ‘they hope’ just avoids any
hint of professional superiority. It’s human and honest.
Relax. Our dedicated Wine Advisors are only a phone call away
and love to talk wine. ‘Splash out’ works on two levels. It rounds the piece off
in the same informal way as it started, referencing a
Wine and Spirit Education Trust trained, they take into account splash of wine. But by also being linked to ‘free service’
every consideration before recommending what they hope is it suggests you can afford to spend a little more on
perfect for you. And they’ll guide you through every step of something a bit different.
ordering. It’s a free service, so why not splash out?
The decisions to seek a sale of the US business an
end to the UK space race in large stores reflect th
decision last year to reinvest in our UK business, t
long, hard look at where the business needs to de
4.12 BeforeSirand after
Richard Broadbentexamples
Chairman - Annual Report statement and resources to create sustainable value; and a w
face up to tough decisions to do this.
Some of these decisions had painful short-term c
1.0 Basic Elements Before The early signs are that the decision to reinvest in
2.0 Logos
“It has been a year of addressing strengthening
Why the business
it’s Simple, Honest and we believe the st
and Human
taken in the US and in respect to UK property wil
3.0 Typography
long-standing business issues; bedding Inunderpin a sustainable,
essence nothing profitable
is wrong with future,
the content of Sir notwith
4.0 Tone of Voice in management and governance change; the accounting
Richard’s write-downs we have had to take
overall statement.
5.0 Colours and laying the foundations for sustainable as a consequence.

But in tone it is dictating information rather than
6.0 Photography future growth. In all these areas I believe Bedding
sharing in management
a conversation. and the
While respecting governance cha
formality of the document, and the importancetransition
The year has also seen a generational of in
7.0 Chevron the Company has responded with energy, hisThis
role,is notsimple
a few a surprise when now
adjustments there hasthis
make been a relati
8.0 Illustration skill and application and we have management team
inclusive and motivating. in place for a substantial time
fortunate in Tesco to have a substantial depth of
9.0 Iconography made progress.” Opening with ‘It has been’ starts something
on from around the world. It is striking how many
10.0 Ping readers know. ‘Together we’ve had’ is mutual,
Sir Richard Broadbent executives taking on new and enhanced respons
involving and active.
11.0 Applications international as well as extensive UK experience t
12.0 Preferred Suppliers reflecting
‘While’ the
links two breadth
halves of theof Tesco’sachieving
sentence, business.
one
A thing
largelywhile
newdoing the other.Committee
Executive Again, it is simple
has been dev
After “Together we’ve had a year of addressing long- and more active, reflecting the determination andtalented, a
under Philip Clarke’s leadership. Many
standing business issues. Bedding in changes in activity of the company.
experienced, younger executives are getting to g
management and governance while laying the ‘Asresponsibilities
individuals and aswith skill and
a company’ enthusiasm.
- one can’t Similar
business,
happen a substantially
without new leadership team wit
the other. The ‘company’
foundations for sustainable growth. In all these
creates a distance between the hardskills
diversity of experience and work is
of in place under
areas I believe as individuals and as a company Managing
people and theDirector.
outcome.
we’ve responded with energy, skill and application. Adding ‘individuals’, makes it collective but also
Visit www.tescoplc.com/ar2013 to hear
undercuts any hint of arrogance or self-satisfaction.
Together
more fromwe’ve made progress.”
Sir Richard Broadbent and
other members of the leadership team.
Sir Richard Broadbent
4.13 Top ten tips for writers
1.0 Basic Elements
2.0 Logos
1 Never use a long word when

6 Always keep your customers
3.0 Typography
4.0 Tone of Voice
a short everyday one will do in mind – help make life easier
5.0 Colours
6.0 Photography
for them
7.0 Chevron
2 Vary the length of headlines
8.0 Illustration
9.0 Iconography
10.0 Ping
and sentences to get the feel
of good conversation 7 Edit – your first draft
shouldn’t be your last
11.0 Applications
3 Make every word count – avoid
padding and redundant words 8 Get the spelling, grammar
and punctuation right
4 Keep it positive to give your

writing energy and pace 9 Read it out loud before
pressing send
5 Don’t be afraid to put your

personality into it 10 Ask: is it simple,
honest and human?
5.0 Colours
Lead
1.0 Basic Elements
2.0 Logos
3.0 Typography
a more
4.0 Tone of Voice
5.0 Colours
6.0 Photography
colourful
7.0 Chevron
8.0 Illustration
9.0 Iconography
life
10.0 Ping
11.0 Applications
More diverse than other supermarkets,

we touch everyday life in countless ways.
We can’t be monochrome when colour
is all around us. The colours we use reflect
the products we sell. Showing that we’re
passionate about what we do, and that we
never, ever take ourselves too seriously.
Use colour as a vibrant element of every
environment and communication.
5.1 Primary palette
1.0 Our Brand We have three key brand colours. As
Black Pantone Xxxx
you’ve probably guessed, they are red,
2.0 Brand Architecture This is used strictly for practical C00 M00 Y00 K00
white and blue. They’re distinctive, purposes. This could mean text R000 G000 B000
3.0 Basic Elements reliable and proudly British – and Hex 000000
on shelf edges, or longer blocks
4.0 Logos instantly recognisable as ours. of text where legibility is key.
We accent them with bright blue, yellow
5.0 Typography
and black to make up our primary colour
6.0 Tone of Voice Yellow Pantone Xxxx
palette.
Use this punchy colour C00 M00 Y00 K00
7.0 Colours Because these colours are bold and when talking about offers, R000 G000 B000
7.1 Primary palette Hex 000000
distinctive, they make it easy for us to price and value.
7.2 Primary palette - usage convey the things we need to talk
7.3 Secondary palette about in a way that’s practical, but
7.4 Secondary palette - usage
still memorable.
7.5 Secondary palette - categories Bright Blue Pantone Xxxx
7.6 Secondary palette categories - We use them for functional This accent colour is only used in C00 M00 Y00 K00
usage communications – from welcome combination with Tesco blue, to R000 G000 B000
Hex 000000
7.7 Colour - things to avoid signs to value promotions. give it warmth and vibrancy.
8.0 Photography
9.0 Chevron DOWNLOAD OUR COLOUR PALETTE
Go to the Hub White Natural White Pantone Xxxx
10.0 Illustration White helps red and blue work This is softer than the white C00 M00 Y00 K00
together by creating simple neutral we use, and adds warmth. It R000 G000 B000
11.0 Iconography space. It’s the canvas that makes mirrors our store interiors and
Hex 000000
12.0 Ping them work together and stand out. supports our photography and
complementary colours.
13.0 Applications
Tesco Red Pantone 485
Contact C0 M100 Y100 K0
We use red in small doses, as an accent colour.
It’s eye-catching and also helps build brand R238 G28 B46
Hex #ee1c2e
recognition. We use it to convey infomation and
for any service offers in-store too.
Tesco Blue Pantone Reflex Blue

Our blue is trusted, stable and consistent. C100 M72 Y0 K6
R0 G83 B159
It’s our core colour.
Hex #00539f
5.2 Primary palette - usage
1.0 Our Brand Using our blue Using our red Using our white Using our yellow
2.0 Brand Architecture
3.0 Basic Elements
4.0 Logos
5.0 Typography
6.0 Tone of Voice
7.0 Colours
7.1 Primary palette
7.3 Secondary palette 32803 GTSq Coffee Maker LST.ai 1 20/05/2013 14:29
2
16
16
7.5 Secondary palette - categories Krups Melody 3 Exclusive to
7.6 Secondary palette categories - Kids’ drinks Long life juice

49
Coffee Maker Tesco Extra
’s drinks usage long life juice

Squash Energy drinks
£ Gateshead
Trinity Square
Colour -energy
thingsdrinks biscuits jam
uash 7.7 to avoid 49
See shelf edge for details Subject to availability, while stocks last.
Offer only available at Tesco Extra
£119 £ Gateshead Trinity Square.
Valid from 23/05/13 until 30/05/13.
8.0 Photography
9.0 Chevron
Step 4 a Step 4 b
10.0 Illustration Recycle
Recycle Welcome
Welcome Welcome
16 16
11.0 Iconography
e’re open Kids’ drinks Long life juice Monday
8amMonday
- Midnight
24 hrs 12.0 Ping
13.0 Applications
Nice to see
Squash Energy drinks
Tuesday to Saturday
8am - Midnight
6amTuesday
- Midnight
to Saturday
From welcome signs to our As long as we use red in - Midnight White is neutral, fresh and Yellow is a very visible colour
you today
- Sat: 8am - 10pm
10am - 4pm Sunday6am
website navigation, blue is the 10am
small doses, it works as - 4pm
Sunday
an contrasting. It’s a simple that works well alongside red. It
Contact 10am - 4pm
harmacy
colour we use at all our primary accent colour for messages
Pharmacy
background for our other stands out at a distance, so we
eli Step 5 brand
(straight version)
touchpoints. We accent that help our customers
Deli
Pharmacy- like colours, creating space and use it for the offers, promotions
it with bright blue, to add a customer service signs.Deli tying them together. and value that are central to our
ishmonger Fishmonger
smattering of warmth. Fishmonger service and our brand.
utcher Kids’ drinks Long life juice Butcher
Butcher
Café
Café
afe Squash Energy drinks
5.3 Secondary palette
1.0 Our Brand Our brand comes to life for Each colour also has two tints.
customers in all kinds of ways in These lighter shades complement 15% 50% Fresh
Green
Pantone Xxxx
C00 M00 Y00 K00
2.0 Brand Architecture R000 G000 B000
all kinds of places - from stores the secondary colour, tying
Hex 000000
3.0 Basic Elements to online. And with such a broad it together with photos and
mix of products and services, products and providing a warmer 15% 50% Olive Green Pantone Xxxx
4.0 Logos C00 M00 Y00 K00
it’s vital we don’t come across as background where white could
R000 G000 B000
5.0 Typography one-dimensional and dull. Our feel stark. Hex 000000
secondary colours make sure this Remember not to mix and match,
6.0 Tone of Voice 15% 50% Turquoise Pantone Xxxx
doesn’t happen. They add life each tint should only be used with C00 M00 Y00 K00
7.0 Colours and depth to the stories we tell, the stronger version. R000 G000 B000
7.1 Primary palette helping customers to navigate Hex 000000
7.2 Primary palette - usage our products and services
7.3 Secondary palette and ensuring the Tesco brand
15% 50% Frozen Blue Pantone Xxxx
C00 M00 Y00 K00
7.4 Secondary palette - usage R000 G000 B000
experience feels more varied, Hex 000000
7.5 Secondary palette - categories fresh and friendly.
7.6 Secondary palette categories -
We need to use them carefully, 15% 50% Pale Blue Pantone Xxxx
C00 M00 Y00 K00
usage
though. They must complement R000 G000 B000
7.7 Colour - things to avoid Hex 000000
the products or photographs
8.0 Photography they accent.
15% 50% Purple Pantone Xxxx
C00 M00 Y00 K00
9.0 Chevron And as with so many things, R000 G000 B000
less is more. Hex 000000
10.0 Illustration
11.0 Iconography
DOWNLOAD OUR COLOUR PALETTE 15% 50% Burgundy Pantone Xxxx
C00 M00 Y00 K00
Go to the Hub
R000 G000 B000
12.0 Ping Hex 000000
13.0 Applications 15% 50% Coral Pantone Xxxx

C00 M00 Y00 K00
Contact R000 G000 B000
Hex 000000
15% 50% Orange Pantone Xxxx

C00 M00 Y00 K00
R000 G000 B000
Hex 000000
15% 50% Burnt Orange Pantone Xxxx

C00 M00 Y00 K00
R000 G000 B000
Hex 000000
15% 50% Lilac Pantone Xxxx

C00 M00 Y00 K00
R000 G000 B000
Hex 000000
1.0 Our Brand Using colours with images Illustration
2.0 Brand Architecture
3.0 Basic Elements
4.0 Logos
5.0 Typography
6.0 Tone of Voice
7.0 Colours
7.1 Primary palette
7.3 Secondary palette
7.5 Secondary palette - categories
7.6 Secondary palette categories -
usage
7.7 Colour - things to avoid
8.0 Photography
9.0 Chevron
10.0 Illustration
11.0 Iconography
12.0 Ping
13.0 Applications When using these alongside We use our secondary palette to
an image, choose a colour that colour illustration. It adds a warmth
Contact complements and enhances and vibrancy to the stories we tell.
the tones in the image, to add
warmth and tie the two together.
Freshly clicked Freshly clicked Price Promise Shopping Delivery saver Store locator Clubcard
Freshly clicked
5.5 Colour in type

and instore
and instore Find out more
1.0 Basic Elements New–season

We’re a colourful brand fruits
it helps us feel warm,and
lively
Find out more and Join
friendly. But clubcard
the colours we use should
vegetables now online all work This weeks other great offers
2.0 Logos
today
harmoniously, so apply them to communications with
3.0 Typography care. We mix tonesand instore
and tints but not contrasting colours.
20% off Champagne
Try our cooking Wine by
4.0 Tone of Voice This weeks other great offers

This ensures nothing clashes.
with kids app the case offers
Find out more Save 25% on cases Half price Great offers on
5.0 Colours of Champagne leg of lamb seasonal fruit and veg
6.0 Photography Try our cooking Wine by
20% off Champagne
Sometimes awith
little This weeks other great offers
kids app the case offers
7.0 Chevron
extra makes quite
Save 25% on a lot of difference
8.0 Illustration
cases Try ouroffers
cooking Wine by
20%Half price
off Champagne Great on
on the
Bank Holiday Monday
9.0 Iconography of Champagne leg of lamb with kids app
seasonal fruit and veg case offers
Book your slot now
10.0 Ping
11.0 Applications Save 25% on cases Half price Great offersHeadline
on colour
Shop now
on Bank Holiday Beer &Monday Cider 3 for
Festival
Book your slot now Don’t forget we deliver £21
Shop now
Shop now
Book your slot now Headline colour
Using colour with images
Harmonious colours Type on tints
Shop now
25% or more
When using type alongside an image,
Colour should enhance a communication So our communications look crisp andoff Champagne
choose a colour from our secondary
Beer & Cider

not overpower it. This should be chosen clean, tints behind text should be taken palette that matches a standout
3 for
from our complementary colours and
tints to match the dominant colours
from the same tonal range as the type. Shop with Groceries colour in the
Shop image.
by the case This adds warmth
Festival Beer & Cider

and integrates the type within the
£21
in a communication or specific image.
This doesn’t mean we can’t have any
fun, however. Multiple colours and tints3 for
Shop now communication.
Festival National Vegetarian Week

from the same tonal range can be used
together to make headlines distinctive. £21
2013
Monday 20 to Sunday 26 May Shop now
Shop now For sharing or stocking up
5.6 Secondary palette - categories
1.0 Basic Elements Though we can use our secondary
colours across any part of our Fruit & Veg
2.0 Logos
business, they each correspond to one
3.0 Typography of our categories. So if it’s a category-
4.0 Tone of Voice
led event or communication, use Deli
the relevant category colour across
5.0 Colours all channels. If it’s not a category-
specific event or communication,
6.0 Photography Fish
then you can use any colour from
7.0 Chevron the secondary palette, but please
be consistent across channels. This
8.0 Illustration
colour will represent that particular
Frozen
9.0 Iconography category in-store, online and in
certain communications. This doesn’t
10.0 Ping
mean we can’t use that colour in other
11.0 Applications instances, but when talking about the News & Magazines
Deli, for example, we should always
use the Olive Green.
If you need to create a seasonal
Health & Beauty
campaign, please check the relevant
seasonal campaign guideline.
DOWNLOAD OUR COLOUR PALETTE

Go to the Hub Beers, Wines & Spirits
Meat
Hot Deli
Bakery
Home & Electrical

5.7 Secondary palette categories - usage
1.0 Basic Elements
Price Promise Shopping Delivery saver Store locator Clubcard
2.0 Logos
3.0 Typography
Freshly clicked
New season fruits and Fruit & Veg
Fruit & Veg
and instore Apples, Pears Berries and Cherries Kiwi and Mango Plums and Apricots
4.0 Tone of Voice

and Rhubarb Citrus Fruit Melons and Pineapples Prepared Fruit
Avocados Dried Fruit and Nuts Nectarines and Peaches Tropical and
Bananas Grapes Organic Fruit Exotic Fruit
Find out more
This weeks other great offers

5.0 Colours 20% off Champagne
6.0 Photography Save 25% on cases

of Champagne
Half price
leg of lamb
Great offers on
seasonal fruit and veg Tesco Bramley Apples Loose
£0.51 (£2.05/kg)
Quantity
Weight
-1 +
7.0 Chevron Don’t forget we deliver Tesco Bramley Apples Loose
£0.51 (£2.05/kg)
on Bank Holiday Monday Quantity
Weight
8.0 Illustration Book your slot now -1 +
Shop now
9.0 Iconography
Beer & Cider 3 for
10.0 Ping Festival £21
11.0 Applications Shop now
25% or more
12.0 Preferred Suppliers Price Promise Shopping Delivery saver
off Champagne
Store locator Clubcard
Your new Shop with Groceries Shop by the case
Baby & Toddler

arrival Baby & Toddler
Shop now
National
now online and instoreVegetarian Week 2013
Great deals on baby and toddler Nappies
Baby & Toddler Wipes
Toiletries & Medicated Toiletries
Baby Milk
Baby Drinks & Smoothies
Baby & Toddler Food
Accessories
Baby Clothing

Find out more

20% off Champagne
with kids app the case offers Johnsons Baby Wipes Heinz baby dinners Tesco Love Baby nappies
Save 25% on cases Half price Great offers on

Special offers
Top Offers Half Price Buy 1 Get 1 Free Multibuys Seasonal All Offers

Only Half Half Only
£2 Price Price £1
Book your slot now
Tesco Cathedral City Tesco Lamb

Shop now Quorn Mince
Raspberries 150g Mature Cheddar 350g Whole Leg Joint 500g
Only £2 Was £4.50 Was £11.00 per kg Was £2.00
Now £2.25 Now £5.50 per kg Now £1.00
Beer & Cider 3 for

By using
Festivalour category colours consistently
£21 across
different communication channels, we will create a
Shop now
reference point for customers, helping them clearly

25% or more
navigate our products and services.
off Champagne
Shop with Groceries Shop by the case
Used as accents combined with white and natural Shop now
whiteNational
they keep our brand feeling bright and fresh.
Vegetarian Week 2013
Special offers
CAMPAIGN
USE ONLY
5.8 Special Use - Colour matching
1.0 Basic Elements To make the colour in campaigns really pop, we can
2.0 Logos match them exactly with the dominant colour in an
image. It’s all about the product here - and it needs
3.0 Typography to look as appealing as possible. We only do this in
4.0 Tone of Voice campaigns, however. So please don’t colour match
anywhere else.
5.0 Colours
6.0 Photography Matching colour to cutouts
7.0 Chevron A colour can be chosen from a

cutout photo in campaign usage.
8.0 Illustration It not only needs to be relevant,
9.0 Iconography it needs to be directly taken from
the image.
10.0 Ping
11.0 Applications
Matching colour to full bleed photos

A colour can also be swapped from a
full bleed photo. Again it needs to be
a colour that’s relevant and directly
references the object.
CAMPAIGN
USE ONLY
5.9 Special campaign usage - seasonal colours
1.0 Basic Elements At certain times of year, we ensure our Whatever colours are used in seasonal promotions they will
always have to sit comfortably with the main brand colours of
2.0 Logos Colour Seasonal
communications are extra-relevant by using
seasonal colours. Please don’t create any of
red, blue and white.
3.0 Typography As promotions will often exist cross category, colours used will
the palettes yourself. Instead refer to the
have to sit comfortably with any or all of the category colours.
4.0 Tone of Voice seasonal campaign guidelines.
5.0 Colours Mother’s Day Easter
6.0 Photography
7.0 Chevron Mum of the Year campaign Examples
8.0 Illustration In this example a neutral colour is

used as the background and type
9.0 Iconography and illustrations are coloured in
the red, green and pink to create
10.0 Ping
a recognisable, consistent colour
11.0 Applications scheme across the campaign.
Colour
Colour
Seasonal
Seasonal Colour
Colour
Seasonal
Seasonal
Additional seasonal
Halloween
Halloween Valentines
Valentines Mother’s
Spring
Day Clean EasterSpring Garden Week
campaign examples
Halloween Valentines
One Voice initial principles
Day Spring Clean Easter
29
5.10 Colour - things to avoid
1.0 Basic Elements
2.0 Logos
3.0 Typography
4.0 Tone of Voice Hello Hello Hello
5.0 Colours
6.0 Photography Don’t place blue text on a red background Don’t place red text on a blue background Don’t place secondary colours on top of
7.0 Chevron each other if there isn’t much contrast
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications
12.0 Preferred Suppliers Hello Hello
Don’t place tints of secondary colours Don’t place white text on a 15% Don’t place the Tesco logo on any
on top of each other if there isn’t much tinted background 50% or 100% colours
contrast
Don’t create new colours. Stick to the Don’t tint any of our primary colours. Don’t create any gradients.
colour palette provided. Our brand only uses flat colour.
6.0 Photography
Show
1.0 Basic Elements
2.0 Logos
3.0 Typography
a slice
4.0 Tone of Voice
5.0 Colours
6.0 Photography
of life
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications If people don’t hear us first then they’re
likely to see us.
Carefully shot and beautifully lit, our
photography aims for a reaction.
Whether capturing a shared moment
of happiness that we can all relate to, or
drawing us in with mouth-watering food.
Our photography spans cutout product
shots, products in situ and the daily life
of which they are part. All three styles are
equally important and can happily co-exist
in the same communication.
6.1 Photography principles
Simple
1.0 Basic Elements Like the other elements of our brand, our
2.0 Logos
photography should be inspired by our
three tonal filters.
3.0 Typography
4.0 Tone of Voice We want to reflect what our products and
5.0 Colours services mean to customers. And to do this,
we need to present them as seen through
6.0 Photography our customers’ eyes.
Honest
7.0 Chevron
8.0 Illustration So our photography needs to:
9.0 Iconography - Show enjoyment of – and celebration of –
the product
10.0 Ping
- Show a meaningful (but not cheesy)
11.0 Applications moment, that’s worth capturing
12.0 Preferred Suppliers - Hero the product. Shooting it with clarity
and confidence, in natural space
- Be real, down-to-earth, unstaged and
Human
unfussy, showing signs of warm, human
influence
- Feel as though it’s happening in front
of your eyes – that you’re caught in the
moment too
- Be content and optimistic, showing that
we’ve got something for everyone
6.2 Our photography styles
1.0 Basic Elements We use three different photography
styles across all our communications.
2.0 Logos
3.0 Typography
4.0 Tone of Voice Cutout In situ Everyday life
5.0 Colours A single product against a single-colour This shows a product shot close up This roots our products firmly in the lives
background, this emphasises our passion within its surroundings, making it of our people. Customers enjoying food,
6.0 Photography
and care for the products we sell. And it’s look as appealing as possible. colleagues in-store and suppliers with
7.0 Chevron a striking way of focusing completely on their produce.
a specific product.
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications
Tesco 13
THE GROWING, PRODuCERs AND sTAFF
Contentment Optimistic
Enjoyment Not posed
Relaxed Caught in the moment
6.3 Cutout
1.0 Basic Elements Cutout photography is a great way
to give full attention to our products.
2.0 Logos Making them the star of the shot in a
3.0 Typography bold and uncompromising way.
Shoot face on, at eye level. This is
4.0 Tone of Voice confident, in a way that remains
5.0 Colours simple and graphic.
Highlights should be soft, making
6.0 Photography
the product look appealing but
7.0 Chevron realistic.
In most cases, we use a white or
8.0 Illustration
natural white background. But
9.0 Iconography to draw attention to a specific
product, service or offer, we can
10.0 Ping use a coloured background or tint.
11.0 Applications This gives additional impact to the
communication.
6.4 Enhancing cutout photos
1.0 Basic Elements Cutout photography principles
2.0 Logos The examples illustrated to the right

show how a few subtle details can
3.0 Typography make all the difference.
4.0 Tone of Voice The correct tomato on the left looks

fresh, ripe and healthy. It has been
5.0 Colours softly lit to give a natural colour
and a subtle sheen. It has been
6.0 Photography
photographed directly from the side
7.0 Chevron to be consistent with our pack shots.
The tomato on the right also looks
8.0 Illustration
ripe, but the saturation has been
9.0 Iconography increased to give it an unnatural red
colour, the highlights are harsher, the
10.0 Ping stalk doesn’t look as fresh and the
11.0 Applications tomato has been shot from a higher
perspective.
Applying shadows to cutouts Before retouching After retouching

These photos should always look
natural, with soft and realistic
highlights. It should always be lit from
the front and above to produce a small
drop shadow to ground it. Images
may come from the photographer like
this. We can then make them more
distinctive, premium and ownable
by placing them on a white, natural
white or tinted background and
applying a subtle shadow below them
in Photoshop.
PLEASE SEE
PREFERRED
SUPPLIERS
6.5 In situ
1.0 Basic Elements This shows our products at their
most appealing. Whether a meal
2.0 Logos
shot to make the mouth water, or a
3.0 Typography room shot with a statement lamp
- we want to make customers want
4.0 Tone of Voice
our products.
5.0 Colours Shoot from close up, with natural
6.0 Photography light and natural angles – so the
viewer feels part of the scene.
7.0 Chevron
This is about celebrating the
8.0 Illustration product. Showing it at its best,
9.0 Iconography which doesn’t necessarily mean
at its most perfect. Think non-
10.0 Ping arranged, realistic compositions like
11.0 Applications just-picked, earthy vegetables. This
might mean showing some context,
12.0 Preferred Suppliers or the product in action. It could be
tumbling vegetables being tossed
with butter. Or fresh lemonade
being splashed over ice.
Most importantly, it has to feel real.
6.6 Everyday life
1.0 Basic Elements This is all about showing people
enjoying our products. Which means
2.0 Logos
the people we portray need to look
3.0 Typography real, not like picture-perfect models.
We want to celebrate a moment. The
4.0 Tone of Voice
more visually arresting the better.
5.0 Colours These photos should be warm, fun
6.0 Photography and inviting. If the people aren’t
looking at the camera, they should
7.0 Chevron be interacting with someone else or
8.0 Illustration one of our products. When you look
at the shots you should be able to
9.0 Iconography imagine what’s just happened or is
10.0 Ping about to happen. It’s a moment in
time that tells a story.
11.0 Applications
Shoot them in an unposed,
12.0 Preferred Suppliers unstylised way. Caught in a moment
of daily life. Again with natural
angles, lighting and viewpoints. They
could be eating or preparing food.
Photos of producers, growers and
staff should be authentic, not posed
by models. This shows the love and
attention they give to the produce,
and also reveals the real people at the
heart of our supply chain.
6.7 Photography - things to avoid
1.0 Basic Elements
2.0 Logos
3.0 Typography
4.0 Tone of Voice
5.0 Colours
6.0 Photography
7.0 Chevron
8.0 Illustration
9.0 Iconography Don’t stage cutout photography Don’t use flat cutout photography Don’t use photos of perfect food. Don’t show unhappy people, or
without a shadow Keep it realistic and down-to-earth people in unnatural locations
10.0 Ping
11.0 Applications
Don’t show unappetising food Don’t use cutout photos of people Don’t use staged photography Don’t show hands presenting
photography of people. products. Everybody does this
and it isn’t unique to us
7.0 Chevron
Make more
1.0 Basic Elements
2.0 Logos
3.0 Typography
of our mark
4.0 Tone of Voice
5.0 Colours
6.0 Photography
7.0 Chevron
8.0 Illustration The chevron is a hugely recognisable part of the
9.0 Iconography Tesco brand. For years it’s been in our logo and now
10.0 Ping we’re using it across other communications too.
11.0 Applications It’s a distinctive asset and truly ownable for us,
12.0 Preferred Suppliers because it comes right from the core of our brand.
Because it’s bold and unapologetic, it keeps our
communications fresh and energetic. We can
use it in different ways to tie everything together
visually. But whilst we should use it confidently,
we should also use it sparingly. If we start putting
it everywhere, it’ll erode any of its value and just
become repetitive and clumsy.
7.1 Ways of using our chevron
1.0 Basic Elements We use our chevron in three ways. To
2.0 Logos underline and draw attention to what
matters most to our customers, as a
3.0 Typography holding device for text, logos or graphics
4.0 Tone of Voice and as a dividing line to separate out text.
5.0 Colours
6.0 Photography
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications
Underline Tabs Dividing line
Presentation
Presentation
short and succinct. Presentation
Presentation
short and succinct.
Recycle
Rec
Sub line should
Sub be keptbe kept
line should
short and succinct.
short and succinct.
The chevron can be used Short tab Medium and long tabs This is another option in
to underline something A tab can hold our product This is a longer version of the tab, our toolbox, for when we
that matters to customers, brands such as ‘Everyday which we use to insert headlines want to use a more subtle
colleagues or communities. Value’, single words like and subheads onto images in device. It’s naturally used
‘New’, or flags to represent communications. They can be in this upturned way as a
country of origin. The tab coloured when used with imagery, dividing line on signage and
can be used on a coloured or white on full-bleed photography. communications such as the
background. Position it either Centre typography within the tab and annual report.
in the top left or bottom right, try to keep type weights and sizes as
but not both at once. consistent as possible. This will help
make everything clearly legible.
7.2 Underline principles
1.0 Basic Elements Here we use the chevron to underline what The chevron should be coloured in one
2.0 Logos matters most to us. To draw attention to a of our primary or secondary colours to
particular message or product that we’re match the dominant colour of the object
3.0 Typography talking about. As a graphic device or word it is underlining.
4.0 Tone of Voice it’s clean, confident and effective.
5.0 Colours
6.0 Photography
Using it under words Using it under objects
7.0 Chevron
8.0 Illustration
9.0 Iconography
Text
Text
10.0 Ping Welcome
Welcome
11.0 Applications Monday Monday
8am - Midnight
8am - Midnight
Tuesday to Saturday
12.0 Preferred Suppliers Tuesday to Saturday
6am - Midnight
6am - Midnight
Sunday
Sunday
10am - 4pm
10am - 4pm
Pharmacy
Pharmacy
Deli
We only useDeliit to underline
Fishmonger
The chevron can be centred 0.5x
single words or short
Fishmonger impactful
Butcher
below a word or picture and also
statements. And it can
Butcher
Café also be be left aligned below headlines. x
used to underline
Café cutout objects, If the layout’s left aligned, use it 0.5x
on a neutral background. If the left-aligned.
layout’s centred, use it centred.
Whenever this device is used, we The minimum clearance zone
need to be sure enough clear space should be half the height of
is left around the chevron – being the chevron. Please use the
particularly careful that it doesn’t artwork provided.
crowd the image or word that it’s
underlining.
7.3 Tabs
1.0 Basic Elements We only use three set lengths of tab. This
2.0 Logos gives us flexibility when using different
amounts of text, and different sizes of
3.0 Typography application, but still ensures consistency
4.0 Tone of Voice across communications.
5.0 Colours
6.0 Photography
What size to use W Examples
7.0 Chevron
1) S
hort tabs
8.0 Illustration Headline
These are used to hold both headlines Sub head
9.0 Iconography and logos/flags. For example, it could be
used to highlight a new product, or show
10.0 Ping
where a product comes from. Generally
11.0 Applications this is used on portrait applications.
2) M
edium tabs 1.5 W
This proportion can also be used to

Headline
convey information, on landscape here
formats such as PowerPoint.
2W
3) L
ong tabs
This proportion is primarily used Baby & Toddler
for narrow formats such as in-store
category signage. Fruit & Veg
7.4 Tabs continued
Heading here
Heading here Sub line should be kept
short and succinct.
1.0 Basic Elements Positioning the tab Sub line should be kept
Heading here
Heading here
Heading
short and succinct.
In most cases, the tabs should be in the top

here here
Heading Sub line should be kept Sub line should be kept
2.0 Logos short and succinct. short and succinct.

Heading here
Heading here
Sub line should be
Sub kept
line should be kept
left hand corner of communications – after short and succinct.
short and succinct. Sub line should be kept
short and succinct.
3.0 Typography all, people read from left to right. If the image Sub line should be kept
short and succinct.
behind the chevron doesn’t work when

4.0 Tone of Voice
it’s placed here, then it can be positioned
5.0 Colours instead in the bottom right hand corner. Its
proportions need to stay the same, though.
6.0 Photography
7.0 Chevron
8.0 Illustration
The same principles also apply
9.0 Iconography to portrait communications
10.0 Ping
11.0 Applications Using multiple tabs Heading
Heading Heading here
here here
We can use a small tab in the bottom
Heading here
Sub line should be
Sub kept
line should be kept
short and succinct.
short and succinct.
short and succinct.
12.0 Preferred Suppliers Sub line should be kept
right corner together with a larger tab in short and succinct. more more
more
more
more more
more more more
the top left corner. This could be a leaflet more more more
Only use oneOnly use one

for example. Within any application be medium Only use one
medium
consistent with the sizes of the small tabs Only use one
medium
medium
and tabs.
or large tab or large tab
on a panel on a panel
or large tab tab
or large
on aon
panel
a panel
Scaling the tab

When applying the tab to the top left corner or
bottom right corner, it should take up no more
than 30% of the communication.
When possible use a consistent size and
proportion of tab throughout an application.
Headline here Headline here

Smaller sub
headlines
Smaller sub headlines below
below the headline
Headline here
Smaller sub headlines
Headline here below the headline

7.5 Tabs continued
1.0 Basic Elements Text in tabs
Headline
Headline
Headline
here
here here Headline
Headline
here here
Smaller Smaller
sub
Headline here
sub Smaller sub
2.0 Logos The tab is for headlines and subheads, so we Smaller
Smaller
sub headlines
sub
Smaller
headlines
sub headlines headlines
headlines
below below
headlines
below
belowbelow
the headline
thebelow
headline
the headline
shouldn’t overload it with text. Avoid using
3.0 Typography too many type sizes and weights when placing Headline
Headline
here
Headline
here here
SmallerSmaller
sub headlines
sub headlines
Smaller sub headlines
text in a tab. Text can be increased in size to
4.0 Tone of Voice
fill the tab while leaving the clearspace shown Headline
Headline
Headline
here
herehere below the
below
headline
the headline
below the headline
5.0 Colours below. Smaller

Smaller
sub
Smaller
sub
headlines
headlines
sub headlines Headline
Headline
goes
Headline
goes
herehere
goes here
When used as a marker our small tab can also
below
below
thethe
below
headline
headline
the headline Smaller
Smaller
sub headlines
sub Smaller
headlines
are sub
are
headlines are
6.0 Photography placedplaced
belowbelow
the headline
placed
the headline
below the headline
hold sub-brand logos, flags as well as text.
7.0 Chevron
8.0 Illustration
9.0 Iconography Tab clearspace
0.1x
The internal clearance zone within all sizes
10.0 Ping
of the tab is 0.1 of the height. The clearance
11.0 Applications zone applies to all sides of the tab. Typography
should always be ranged left within the tab. x
0.1x
Headline Headline Baby & Toddler

Subhead here Subhead here
Using colour Date here Date here
Headline Headline Baby & Toddler

Our tabs should always match the colour of the Subhead here
Date here
Subhead here
Date here
Fruit & Veg
content of the communication, using a colour
from our colour palette. Fruit & Veg
If the tab is white or natural white the text can
be coloured to match our content.
7.6 Dividing line principles
1.0 Basic Elements We use the dividing line as a graphic detail to
highlight or divide text, it shouldn’t be overused,
2.0 Logos
and specifically shouldn’t be used without text.
3.0 Typography
It appears at the top or bottom of communications,
4.0 Tone of Voice and we only ever use the part of the chevron
highlighted in the diagram. The horizontal section
5.0 Colours
of the dividing line can be extended the width of
6.0 Photography the whole communication.
7.0 Chevron
8.0 Illustration
9.0 Iconography Examples
10.0 Ping Primary use
11.0 Applications Our dividing line is primarily used as a crop of

the chevron shown here. The horizontal line Welcome
12.0 Preferred Suppliers can be extended to allow flexibility.
Please only use artwork provided.
kid’s drinks long li
Connected use
Welcome squash energy
kid’s drinks long life juice

We can also connect two dividing
lines as a linking device for signage
Welcome squash energy drinks
and navigation.
Only use this as a linking device.
kid’s drinks long life juice

Welcome squash energy drinks
7.7 Chevron - things to avoid
1.0 Basic Elements This type is
2.0 Logos too close to
3.0 Typography the edges
Welcome
4.0 Tone of Voice
5.0 Colours
6.0 Photography Don’t use different sizes of Don’t run typography right Don’t fill the chevron with a Don’t play around with
7.0 Chevron chevron on the same piece to the edges of a chevron pattern or photograph the dividing line
of communication
8.0 Illustration
9.0 Iconography
Title here
10.0 Ping Sub line should be kept
short and succinct.
11.0 Applications
Title here
short and succinct.
Don’t use more than one tab Don’t place a tab in any Don’t place a chevron Don’t use multiple dividing lines
on one communcation position other than the top within a chevron on a single communication
left or bottom right corners
New New
Don’t place a tab on a 50% Don’t rotate any chevrons Don’t create a keyline Don’t add drop shadows or any
tinted background version of our tabs other effects to our tabs
8.0 Illustration
Tell a
1.0 Basic Elements
2.0 Logos
3.0 Typography
visual
4.0 Tone of Voice
5.0 Colours
6.0 Photography
story
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
Illustration tells stories and makes points in
11.0 Applications
a way photography can’t.
It lets us create and bring characters,
places and situations together in
memorable and unusual ways.
It can make big or complex ideas and

concepts come to life. In ways that help
people instantly get the picture.
Or add warmth to abstract notions and

thoughts.
We have two styles, textures and stories,

designed to work independently of
photography.
Whatever the story, we’re clear. We’re

never fussy, edgy – or worse – clichéd.
CAMPAIGN
8.1 Illustration overview USE ONLY
1.0 Basic Elements We use illustration for two main reasons. Please don’t create these illustrations everything simple, flat and graphic. We
2.0 Logos To bring to life a tricky concept, simply and yourself. Instead refer to the campaign have two different styles of illustration.
stylishly. And to add warmth, playfulness guidelines.
3.0 Typography One is a pattern or texture used for
and personality to what could be quite a
Our illustrations could often be seasonal promotions and the other uses
4.0 Tone of Voice dry or complex subject.
visualising abstract ideas. But they simple, objects and forms to tell stories.
5.0 Colours should always stay friendly and
Where possible we use our chevron as a
engaging. We do this by keeping
6.0 Photography distinctive element within illustrations.
7.0 Chevron
8.0 Illustration
See AFD, single page and banner designs for how pattern can be cropped.
9.0 Iconography
The pattern should always appear on the cream coloured background
The pattern above can be used vertically or horizontally, and is easily

Texture Illustrations Story illustrations
10.0 Ping
11.0 Applications
This is the overlapping ‘rose’ pattern to be used for all media.

The ratio between these 2 sizes should

There should be only 2 sizes of rose to
tessellated if more pattern is needed.
remain the same (smaller rose 60%

be used together in the pattern.
(CMYK 6/6/19/00).
of larger rose).
Mum of the Year example Christmas example
9.0 Iconography
Point them
1.0 Basic Elements
2.0 Logos
3.0 Typography
in the right
4.0 Tone of Voice
5.0 Colours
6.0 Photography
direction
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications Icons are visual shorthand for our services.
12.0 Preferred Suppliers Universally and instantly understood at a glance, they
direct people to the things they need.
It doesn’t harm if they raise a smile of recognition either.
To work effectively, we’ve got to use them consistently.
So however tempted you may be, please resist any desire
to complicate or change them.
Our icons have been designed as simply and clearly
as possible. We can use them with or without text
descriptors.
9.1 Iconography
1.0 Basic Elements As a shorthand for our services,
our iconography system is used
2.0 Logos
consistently – from just 18 pixels on
3.0 Typography our website to 18 feet outside our
stores. It’s our way of communicating
4.0 Tone of Voice messages at a glance. But for it to
5.0 Colours work, it must be used consistently.
6.0 Photography Whether you’ve using them with or

without text descriptors, please keep
7.0 Chevron it consistent.
8.0 Illustration
Search Mobile Phone Smart Phone Laptop Mouse By Phone Book
9.0 Iconography
10.0 Ping Search Mobile Phone Smart Phone Laptop Mouse By Phone Book
11.0 Applications
Petrol Pump Shopping Basket Shopping Trolley By Post Email Voucher Clubcard
Petrol Pump Shopping Basket Shopping Trolley By Post Email Voucher Clubcard
10.0 Ping
1.0 Basic Elements
2.0 Logos
3.0 Typography
Attract the
4.0 Tone of Voice
5.0 Colours
6.0 Photography
right attention
7.0 Chevron
8.0 Illustration Always a bearer of good news, our ping
highlights price.
9.0 Iconography
10.0 Ping
So it’s designed to make itself noticed,
attracting attention and making sure our
11.0 Applications
offers aren’t missed.
We can use it in a variety of ways, but it
should always point toward a specific
product or service.
And it only ever contains information
about a price or an offer.
10.1 Ping direction
Product
1.0 Basic Elements The ping can point in four directions,
2.0 Logos turning to point towards the product or
service it refers to.
3.0 Typography Below the product
The ping always sits on the right side Always orientate the ping Product name
4.0 Tone of Voice of communications. It is designed to Product details
up towards the product.

5.0 Colours attract attention so please make it as
large as possible.
6.0 Photography
Follow the diagrams on this page to
7.0 Chevron see how it should be orientated.
8.0 Illustration Above the product
Always orientate the ping Product name
Product details
9.0 Iconography down towards the product.
10.0 Ping
11.0 Applications Use without physical products
It should always be clear what the ping
12.0 Preferred Suppliers refers to. So if it’s not near a physical Product
product, it should point to an image
of the product. In these situations the
recommendation is to place the ping in
the top right corner.
Left or right of the product

Always orientate the ping left or
right towards the product.
Product Product Product Product Product

name name
Product details Product details
Product name
Product details
10.2 Ping typography
1.0 Basic Elements Type weight Numbers and pound signs Type size and layout
2.0 Logos Our ping conveys price or If the price is in pounds and pence, There should be an exclusion zone When using the ping at small
3.0 Typography offer, so we need to keep the pounds and pence sign should around the type in the ping. The sizes, try not to use more than
things simple and direct. be two-thirds the point size of the type shouldn’t encroach on this. two lines of text.
4.0 Tone of Voice Only use, Tesco bold font here. numbers. This will make the price
As a general rule, try to use no Leading and kerning can be
5.0 Colours really stand out.
more than 35 characters in the slightly decreased to increase
6.0 Photography If the price is a round number, then ping, set over a maximum of the size of the message within
the type should all be the same four lines. our ping device.
7.0 Chevron point size.
8.0 Illustration
9.0 Iconography
10.0 Ping
Half Buy1
£9.99
11.0 Applications
price get1
free
Special
offer £20
10.3 Ping clearspace
1.0 Basic Elements Internal clearspace External clearspace
2.0 Logos Typography within the ping is always set in Tesco Bold. A minimum Our ping can be placed over imagery but should not be
3.0 Typography gap of 1x should be left around the text on all sides, where 10x is the cropped. A gap of 2x should be left around the ping on all sides.
width of our ping.
4.0 Tone of Voice
5.0 Colours
6.0 Photography
7.0 Chevron 2x
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications
12.0 Preferred Suppliers 2x 2x
x 2x
10x
10x
10.4 Ping - things to avoid
1.0 Basic Elements Please always use the ping artwork provided.
Don’t make your own.
2.0 Logos
3.0 Typography
4.0 Tone of Voice
5.0 Colours
6.0 Photography
This type
7.0 Chevron
8.0 Illustration
is too close
9.0 Iconography
to the
10.0 Ping edges
11.0 Applications
12.0 Preferred Suppliers Don’t change the Don’t rotate the ping to Don’t overlap the internal Don’t distort the ping
colour of the ping match the Price Promise clearspace
or any other direction
Don’t use a keyline Don’t place black text on a red Don’t crop the ping Don’t place the ping over a
version of the ping ping. Black text is only used on similarly red background
the yellow or white versions
11.0 Applications
1.0 Basic Elements
2.0 Logos
3.0 Typography
Best practice
4.0 Tone of Voice
5.0 Colours
6.0 Photography
examples
7.0 Chevron
8.0 Illustration
9.0 Iconography
10.0 Ping
11.0 Applications
20% off Champagne

Tesco Bramley Apples Loose
of Champagne leg of lamb seasonal fruit and veg £0.51 (£2.05/kg)
Quantity
Weight
-1 +
Don’t forget we deliver Tesco Bramley Apples Loose

£0.51 (£2.05/kg)
on Bank Holiday Monday Quantity
Weight
Book your slot now -1 +
11.1 Example applications

Shop now
Beer & Cider 3 for

Festival £21
Shop now
Overview
25% or more
1.0 Basic Elements Price Promise Shopping Delivery saver
off Champagne
Store locator Clubcard
Your new Shop with Groceries Shop by the case
Baby & Toddler

2.0 Logos
arrival Baby & Toddler
Shop now
National Vegetarian Week 2013

Great deals on baby and toddler
3.0 Typography
Nappies Baby Milk Accessories
now online and instore Baby & Toddler Wipes Baby Drinks & Smoothies Baby Clothing
Toiletries & Medicated Toiletries Baby & Toddler Food
Find out more
S
4.0 Tone of Voice
Homepage Favourites Special Offers Online Exclusives June Magazine Fine Wines Wine Advisors
All Wines Red White Rose Champagne Sparkling Fortified Mixed Cases
S
20% off Champagne
with kids app the case offers Johnsons Baby Wipes Heinz baby dinners Tesco Love Baby nappies
I’m looking for
5.0 Colours Save 25% on cases Half price Great offers on
E
eg: product ref, country Search
Special offers
Wine basket
6.0 Photography
R
Quantity Product Price
Freixenet Cordon £39.96

1 Only Half Half Only
Negro Brut Cava
(6x75cl) £2 Price Price £1
Book your slot now Price Promise Shopping Delivery saver Store locator Clubcard
2 Tim Adams £143.88
Clare Valley
7.0 Chevron
G
(6x75cl)
Freshly clicked
£0.0
Total savings Tesco Cathedral City Tesco Lamb
Shop now Quorn Mince
Subtotal (3 items) £183.84 Raspberries 150g Mature Cheddar 350g Whole Leg Joint 500g
Total Clubcard points 183 Only £2 Was £4.50 Was £11.00 per kg Was £2.00
Now £2.25 Now £5.50 per kg Now £1.00
8.0 Illustration
O
Delivery Service
Free delivery on all

Beer & Cider 3 for New season fruits and
orders over £50
Festival £21 vegetables now online
R
and instore
9.0 Iconography
50%
off Find out more
selected Shop now
Azahar Astro Arnel Muse Lamego Chantel Ludo Ludo Ludo Circus red wines
P
10.0 Ping 25% or more Top Rated
wines as voted by you.
25% or more
off Champagne Try our cooking Wine by
off Champagne 20% off Champagne
IN
11.0 Applications
Wines of Chile Shop now of Champagne leg of lamb seasonal fruit and veg
Shop now
Fresh, vibrant flavours
for sunny days
12.0 Preferred Suppliers National Vegetarian Week 2013
K
Brancott Estate
Sauvignon Blanc
Invilla Prosecco
Spumante Brut
Lanson Black Label
Champagne
Monday 20 to Sunday 26 May Shop now Don’t forget we deliver
33% off 33% off 25% off Book your slot now
R
Was £59.94 per case Was £59.94 per case Was £180.94 per case
Shop now
Now £40.02 per case Now £40.02 per case Now £135.70 per case
O
Special offers
Top Offers Half Price Buy 1 Get 1 Free Multibuys Seasonal All Offers Beer & Cider 3 for
Festival £21
W
Only Half Half Only
£2 Price Price £1
Shop now
Louise Louise
Here Here
25% or more
off Champagne
Customer Assistant Customer Assistant Shop with Groceries Shop by the case
for for
Price Integrity Price Integrity
Shop now
Joined the team in 2004 Joined the team in 2004

National Vegetarian Week 2013
good good
Robin Robin
Customer Assistant Customer Assistant
Stock Control Stock Control Special offers
Joined the team in 1998 Joined the team in 1998 Only Half Half Only
£2 Price Price £1
Tesco Cathedral City Tesco Lamb Quorn Mince

Raspberries 150g Mature Cheddar 350g Whole Leg Joint 500g
Only £2 Was £4.50 Was £11.00 per kg Was £2.00
Now £2.25 Now £5.50 per kg Now £1.00

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Primary ELH device

Sub line should be kept

Underline Small tab Medium & long tabs Dividing line

10.0 Ping It appears cleanly and consistently on

One colour version

12.0 Preferred Suppliers

Secondary palette logo

2.0 Logos When using ‘Every little helps’ locked

2.0 Logos When the logo is being used

Any other message

10.0 Ping Bold type won’t make your ideas more

mari & david

Arial replaces the Tesco font Digital font

4.0 Tone of Voice This weight is used when we want to be bold

Use Tesco Regular Italic for quotes.

Joined the team in 1998

Don’t forget we deliver

Beer & Cider 3 for

Bear in mind that any offer – no matter how 3. Down-to-earth

Remember: Simple isn’t the same as simplistic.

If a product or service is really good, say so.

Enjoy playing with the language. Humour is a great

Cynicism is easy to come by, liking and interest much 1. Corporate

We’ll get it by treating everyone as equals.

Honest Simple Human

Human Simple Honest

Go easy on the punctuation –

Make sure all the spelling is right.

We’re open 24 hours

This is functional but not cold.

Find out what’s going on in your local area

Don’t be afraid of longer headlines

Use open-ended questions to

Whatever must- for a queen Sign in

over a long time or

short it’s a loan that

For Keywords SEARCH

Expressions and idioms is ok as long

Tech and gaming

Home and garden

Sports and leisure

Baby and toddler

Gifts and jewellery

Entertainment and books

a lot of difference loyalty mounts up.

The explanation of the mechanics is simpler, quicker

‘Splash out’ underlines that this is a benefit – a nice-to-

Your Clubcard Team.

12.0 Preferred Suppliers

we think 5.1% APR

think 5.1% APR will do it.

News and Views Our Pensions Our Community Working at Tesco

SEARCH IN Groceries FOR Keywords SEARCH

Insurance Credit Cards Loans Savings Mortgages Travel

1.0 Basic Elements Before

5.0 Colours ‘Collect’ is more of a stiff instruction

7.0 Chevron Bank Sign in By combining

Clubcard Credit Card Loans

The competition spells out the prize, neatly

‘Draw’ is arguably more accurate than competition.

The four stage instructions are simplified,