Avery Global Brand Refresh

Avery Global Brand Refresh 

Training 

July 10, 2009

Avery Brand Strategy 

• Why we’ve changed 

• Why it’s important 

• How it affects you 

Content 

• What you need to get going 

• Right and wrong usage/In scope – out of scope 

• Getting it right – support 

• 5 key take-aways


Why we’ve changed 

A successful brand is one that beats its competition 

every day. Once the sun goes down, there’s nothing 

“protected” about the appearance of its market the 

next morning. It has to start re-earning it once the 

sun comes up again. 

And to build a strong brand you have to first know what 

the company believes at its core – the reason for 

being. It is those companies that everyday live out 

their beliefs through actions that demonstrate their 

authenticity and generate a loyal following.


Our Core …Our Essence 

Smart Simplicity 

The single thought that captures the soul of the brand, its our DNA. Our guiding light for all decisions and developments. How we act, process, 

communicate etc. Everything we do focuses on unencumbered ease. One of its key functions is to communicate and to energise those within our 

organisation.


Our Vision 

Helping to create 

hassle-free days 

The brand’s destination – what the brand it all about.


Our Promise 

For people with a 

lot to get done, 

Avery creates 

reliable, high- 

quality solutions 

that simply 

deliver every time 

The part of the brand identity and benefits that are to be actively 

communicated to the target. It represents current communications 

objectives. Demonstrates an advantage over competitor brands


Our Personality 

Helpful, Innovative, 

Confident, Reliable 

Think of the brand as a person and demonstrate all or some of these personalities

Avery Brand Strategy



Brand Brief – to be used by our agencies


Brand Brief continued






Visual look and feel 

The New Design System


The Goal for Communications 

• To get everyone on the same page by creating brand standards complete 

with guidelines to maintain brand consistency across all channels of 

communication. All available on a web based tool: 

Instructions to gain access to Partners is as follows: 

For employees to get access they need to register here: 

https://partners.avery.com/bizbuilderregistration.do 

www.partners.avery.com 

On the form, 

1) For Email Address, please use your Avery Dennison address 

2) When entering their physical address, please use your local address (including Country) 

3) For Company Type, choose "Avery Dennison Employee" 

4) For "How did you learn about this site?", "I am an Avery Dennison Employee" 

The system will email you a password, which you will be prompted to change when you go to the site. When you log in with your 

new password, you will then see the Brand Guidelines automatically. 

• Key brand treatments are: 

» Logo 

» Text 

» Picture 

» Colors 

» Graphic elements


Q & As to be built up over time 

Q. How do you use the logo on collateral? 

A. Ideally always appear top left in clear white 

space 

Q. Should I always use the logo with the 

lozenge shape? 

A. No, only when circumstances demand 

Q. What language is being used on newsletters, 

press releases? 

A. Provide your agencies with the Avery Voice 

document 

Q. What template should I use for a new ad? 

A. See choice of 4 master templates


Copywriting Guide – The Avery Voice 

• Outlining how to 

produce clear, 

consistent, 

concise 

communications 

aligned with the 

brand


Design Standards - Visuals 

• How to most effectively use the new Avery graphical 

elements including logos, colors, fonts and 

photography…. 

Use the grids………


The Grids


A3 Grid


Templates 

• Specific recommended formats for: 

» Advertisements 

» Flyers 

» Sample Packs 

» Exhibition/Trade Show Stands 

» Catalog Stopper Pages 

» Catalog Page Layouts 

» Point of Sale/Merchandising 

» Electronic materials – web, newsletters 

» Price List / Catalog

Avery Brand Strategy Key marketing tool templates – Adverts – single and dual 

language versions

Avery Brand Strategy Key marketing tool templates – In-box flyer, single and 

dual language


Key marketing tool templates – Sample Pack / 4pp Flyer

Avery Brand Strategy Key marketing tool templates – Sample Pack / 4pp Flyer – 

alternative option with chart on back page


Exhibition Display


Roller Banners


POS


Merchandising Wobblers


Web


eNewsletter

Avery Brand Strategy Catalog Stopper Pages – left and right hand facing - 

already approved


Four Design Templates 

Select one of these design templates for your stopper page


Stopper Template 1 – 3 Images 

Move logo 

depending whether 

you have booked 

left or right page. 

See slide 2. 

A single pack image is 

used on the stopper 

page so that 

consumers know the 

style of the packaging 

to look for in the 

catalogue. This must 

remain a single pack 

and pack shot fans 

cannot be used. 

The copy under the images should outline the USP of the 6 key 

products or product groups within the category. 

5 to 8 word headline to outline the USP of the 

category. The font size of the headline is 27pt, 

29pt leading 

The photograph should represent a lifestyle 

or the product in use. When selecting 

images be aware of the tones of the photo. 

With the new brand colours, photographs 

with blue tones work best. 

This copy should give a guide to “how to shop” 

the category. It should outline why you should 

buy Avery. 

These three image place holders are for 

application photography. Each image should 

have a coloured or dark background so the 

rectangle shape stands out against the white 

background.


Catalog Page Layout


Right and Wrong


Right and Wrong


Before and After


Support 

• Brand Forum sessions every month 

• Initial 3 month review of new creations 

• RACI


5 Key Take-aways 

1. When you cover up the Avery brand logo does the 

communication say ‘AVERY’? 

2. Remember to keep the communication as clear as 

possible – avoid clutter 

3. Always ask yourself is it delivering on Smart 

Simplicity? 

4. Remember, the key words for our new system are: 

Flexibility, Simplicity, Consistency 

5. If in doubt, reach out to Jan Perry


Appendix 

Appendix


Smart Simplicity Thoughts 

• Overarching Thought: 

Every program, product, and service is developed 

with the main goal of making each person’s 

(employee, customer and/or end user) day as easy 

as possible. 

» To that end, here are some ideas on how to 

accomplish this goal:


The Action of Smart Simplicity 

• Simplicity in Design: 

» Compatibility with other products is seamless 

» Elegance in design of product – harmony of parts 

» Proactive in developing products that meet unknown 

needs (e.g. universal dividers) 

» Ongoing dialogue with and observation of consumers 

to highlight areas for product development



• Simplicity in Organization: 

» Elimination of process that does not make sense, is 

redundant, creates busy work, etc. 

» Streamline process that is needed to ensure it is 

straight-forward and easily followed 

» The use of everyday language when creating internal 

and external documents. Eliminate the market-speak 

and/or legalize and simply communicate thoughts. 

» Ongoing “simplicity” blog where employees can post 

ideas to make their work more streamlined/easier 

» Make as many things electronic as possible



• Simplicity in Products: 

» Intuitive; Easy to figure out; Easy to use; 

» Readily available; Easy to find 

» No clutter on packaging; design is pleasing to the eye; 

copy is limited to essentials; color coding of products 

is easy to discern; 

» Eye catching, easy to discern product displays

Avery Global Brand Refresh

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