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Secondary LockupsThe Woolworths LogoAv 8Exclusion zoneThe exclusion zone around the lockupis determined using the lowercase ‘o’ fromthe wordmark ‘Woolworths’.Full ColourHorizontal & VerticalPositive & ReverseIt is imperative that no other elementsencroach on this space.Minimum sizeTo ensure legibility, the Woolworths icon shouldappear no smaller than 15mm in width onprinted materials or 40 pixels in width on webor digital platforms.15mmor 40 pixels15mmor 40 pixelsThe full lockup should be scaled proportionately.Note:– Lockups are NOT shown actual size.– Use the measurement when lockups includethe Woolworths icon. This will ensure legibilityof the tagline.BlackHorizontal & VerticalPositive & Reverse– All reverse versions provided are created withbackgrounds that meet the clearspace rulings,ie. are minimums.Colour optionsOn occasions where it is impractical to usethe lockups in full colour, please use the blackor green single/one colour options shown here.Black = 100% black.Dark Green PMS 3425Horizontal & VerticalPositive & ReverseGreen = PMS 3425 which is the brand PMSfor Woolworths Dark Green (see page Av2).Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.Woolworths Supermarkets brand communications guidelines – Issue 2, 9 December 2013Approved by:General Manager, Marketing

Secondary LockupsCallout: Only at WoolworthsAv 9Exclusion zoneThe exclusion zones are determined as shown.The measures used are a capital ‘O’ from theword ‘Only’, a full height lowercase ‘a’ and halfheight lowercase ‘a’.Full ColourHorizontal & VerticalPositive & ReverseIt is imperative that no other elementsencroach on this space.Minimum sizeTo ensure legibility, the Woolworths icon shouldappear no smaller than 15mm in width onprinted materials or 40 pixels in width on webor digital platforms.The full lockup should be scaled proportionately.Note:– Lockups are NOT shown actual size.– Use the measurement when lockups includethe Woolworths icon. This will ensure legibilityof the tagline.– All reverse versions provided are created withbackgrounds that meet the clearspace rulings,ie. are minimums.Colour optionsOn occasions where it is impractical to usethe lockups in full colour, please use the blackor green single/one colour options shown here.Black = 100% black.Green = PMS 3425 which is the brand PMSfor Woolworths Dark Green (see page Av2).15mmor 40 pixels15mmor 40 pixelsBlackHorizontal & VerticalPositive & ReverseDark Green PMS 3425Horizontal & VerticalPositive & ReverseGraphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.Woolworths Supermarkets brand communications guidelines – Issue 2, 9 December 2013Approved by:General Manager, Marketing

Secondary LockupsCallout: Available at WoolworthsAv 10Exclusion zoneThe exclusion zones are determined as shown.The measures used are a capital ‘A’ from the word‘Available’, a full height lowercase ‘a’ and halfheight lowercase ‘a’.Full ColourHorizontal & VerticalPositive & ReverseIt is imperative that no other elementsencroach on this space.Minimum sizeTo ensure legibility, the Woolworths icon shouldappear no smaller than 15mm in width onprinted materials or 40 pixels in width on webor digital platforms.15mmor 40 pixels15mmor 40 pixelsBlackThe full lockup should be scaled proportionately.Note:Horizontal & VerticalPositive & Reverse– Lockups are NOT shown actual size.– Use the measurement when lockups includethe Woolworths icon. This will ensure legibilityof the tagline.– All reverse versions provided are created withbackgrounds that meet the clearspace rulings,ie. are minimums.Colour optionsOn occasions where it is impractical to usethe lockups in full colour, please use the blackor green single/one colour options shown here.Dark Green PMS 3425Horizontal & VerticalPositive & ReverseBlack = 100% black.Green = PMS 3425 which is the brand PMSfor Woolworths Dark Green (see page Av2).Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.Woolworths Supermarkets brand communications guidelines – Issue 2, 9 December 2013Approved by:General Manager, Marketing

Secondary LockupsCallout: On Special at WoolworthsAv 12Rather than follow the same convention as‘Only at Woolworths’ and ‘Available atWoolworths’ (shown previous pages), thesecondary lockup for ‘On Special at Woolworths’is contained in a roundel format.Standard RoundelStandard Roundel — Clearspace & minimum size.25xUsageThese can be used on any out of store comms,the purpose of the roundel is to align with ourprice point roundel, and also that which featuresin our ‘more savings every day’ icon.Exclusion zoneThe exclusion zones to observe when usingthe roundels are determined as shown.xThe measure used is .25 (or quarter the size) of ‘x’where ‘x’ is the height of the Woolworths icon.It is imperative that no other elements encroachon this space.Minimum sizeTo ensure legibility, the Woolworths iconshould appear no smaller than 15mm in widthon printed materials or 40 pixels in width onweb or digital platforms.Small use versionIn the instance that a roundel is required at asmaller size than the minimums specified above,the Small Use Roundel is to be used instead ofthe Standard Roundel.On the small use version, the Woolworthswordmark has been thickened for legibility.Small Use RoundelWoolworths Workmarkis thickened for legibility.x15mmor 40 pixelsSmall Use Roundel — Clearspace & minimum size.25xless than 15mmor 40 pixelsGraphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.Woolworths Supermarkets brand communications guidelines – Issue 2, 9 December 2013Approved by:General Manager, Marketing

Alternative LockupsCallout: On Special at WoolworthsAv 13In circumstances where the Preferred Lockupsnor the Secondary Roundel Lockups can’t beused, this is the alternative lockup for ‘On specialat Woolworths’.Exclusion zoneThe exclusion zones are determined as shown.The measures used are a capital ‘O’ from theword ‘On’, a full height lowercase ‘a’ and halfheight lowercase ‘a’. It is imperative that noother elements encroach on this space.Minimum sizeTo ensure legibility, the Woolworths icon shouldappear no smaller than 15mm in width onprinted materials or 40 pixels in width on webor digital platforms.The full lockup should be scaled proportionately.Note:– Lockups are NOT shown actual size.– Use the measurement when lockups includethe Woolworths icon. This will ensure legibilityof the tagline.– All reverse versions provided are created withbackgrounds that meet the clearspace rulings,ie. are minimums.Colour optionsOn occasions where it is impractical to usethe lockups in full colour, please use the blackor green single/one colour options shown here.Black = 100% black.Green = PMS 3425 which is the brand PMSfor Woolworths Dark Green (see page Av2).15mmor 40 pixels15mmor 40 pixelsFull ColourHorizontal & VerticalPositive & ReverseBlackHorizontal & VerticalPositive & ReverseDark Green PMS 3425Horizontal & VerticalPositive & ReverseGraphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.Woolworths Supermarkets brand communications guidelines – Issue 2, 9 December 2013Approved by:General Manager, Marketing

Minimum Sizes — in a nutshellAv 14Preferred Lockups(include Ways to Shop Icons)To ensure legibility, the smallest size has beendetermined by measuring the total width of theMobile Icon + Mobile Text. This measurementcan be no smaller than 15mm in width onprinted materials or 40 pixels in width on web/digital platforms.Total lockup should be scaled proportionately.This rule applies to all lockups in the WoolworthsSuite that include the Ways to Shop Icons.Minimum for Preferred Lockups (include Ways to Shop)Minimum for Secondary Lockups (exclude Ways to Shop)15 mm40 pixelsSecondary Lockups(exclude Ways to Shop Icons)Where there are no Ways to Shop Icons presentin the lockup, the minimum size is determinedby measuring the total width of the WoolworthsIcon. This measurement can be no smaller than15mm in width on printed materials or 40 pixelsin width on web/digital platforms.Total lockup should be scaled proportionately.Small Use - between 7mm and 15mm onlyIn the rare instance that a Brandmark is requiredat a smaller size than the minimums specifiedabove, a modified* Brandmark has beendeveloped to ensure legibility.*Modifications: the ‘Woolworths’ logotype hasbeen thickened in weight and the tagline,Australia’s Fresh Food People, has been excludedto negate any readability issues.15 mm40 pixelsMinimum for Small Use (both horizontal and vertical shown)7mm – 15mmor 20 – 40 pixels7mm – 15mmor 20 – 40 pixelsShould you need to use this logo, please referto the contact details shown on the contentspage of these guidelines. This logo should notbe used any smaller than 7mm.Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.Woolworths Supermarkets brand communications guidelines – Issue 2, 9 December 2013Approved by:General Manager, Marketing

Best Practice — positioning lockups in printAv 15Positioning of LockupsFor packaging and POS Communications, wherethese are promoted instore, it is preferred thatthe secondary lockups are used (without Waysto Shop).These should be the positive versions, appearingon a white background.Where this is not possible, a panel of WoolworthsDark Green (refer pages Av2 for colourbreakdown) should be used to hold the reverseversion of the lockup.The panel/background ideally should extend thefull width of the piece and be positioned nearthe top of the communication.Shown here are best practice examples.Note:Example: A6 Entry FormExamples: PackagingLockups are NOT shown actual size.These are demonstration visuals only.xxxx-xxxxxxExample: Landscape Ticketxxxx-xxxxxxGraphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.Woolworths Supermarkets brand communications guidelines – Issue 2, 9 December 2013Approved by:General Manager, Marketing

Best Practice — positioning lockups for TVAv 16Best PracticeIt is preferred that the lockups used are:Example: Cadbury (before endframe + endframe)- the preferred versions(inclusive of Ways to Shop icons)- positive on white- used on the end frame of the TVCor predominately within the TVCIf using reverse versions (pg Av7), ensurethey sit on a Woolworths Dark Green (pg Av2)background panel.TimingThe Woolworths lockup should appear fora minimum of 5 seconds.Example: Rexona (endframe)Example: Philadelphia (endframe)Graphics and colours on this page are indicative only, always use digital artwork supplied by Woolworths.Woolworths Supermarkets brand communications guidelines – Issue 2, 9 December 2013Approved by:General Manager, Marketing