1 EMPLOYER BRAND GUIDELINES APRIL 2005

Contents
Welcome to your toolkit 3
Our activation standards 4

Brand introduction 5
Putting customers first 5
Building a brand
Making customers smile
The Peoplelink brandkey Adding vitality to
6
8
9

Basic elements
Overview
Our look and feel
the employer brand
16
17
18
Icons/use of patterns 19
Colour palette
Guidelines,
20
version 2, May 2005
Use of colour 21
Typography 22
Using the Unilever logo 23
Photography 24

Stationery 25
Overview 26
Letterhead 27
Continuation sheet 28
Compliment slip 29
Envelopes 30
Business card 31
Address label/sticker 32
Forms (?) 33

CONFIDENTIAL
EMPLOYER BRAND GUIDELINES APRIL 2005 INDEX PRINT

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Vitality and the employer brand

Dear Colleagues

The continuing success of Unilever depends largely on our ability to recruit and
nurture the best talent in all areas of our operations. To position Unilever as the
employer of our choice in all our markets, we need a strong and consistent brand
and brand expression. Our new employer brand will be a stretch for some of us,
but one that we can readily achieve. We all need to commit to fulfilling the brand
promise if we are to build the capability we need to make the business win.

The new employer brand is closely aligned with our overall vitality mission and
brand. We need to project vitality in everything we do. The brand expression
detailed in these guidelines will help us achieve that.

Brand expression covers much more than just a logo. Its about how we look, what
we say, how we say it and how people experience Unilever. Correctly implemented,
the new employer brand will help us position Unilever as a top choice for top talent.

These guidelines will help you bring the new employer brand to life. It is important
that everyone follows the principles outlined here consistently, so that we speak
with the same voice.

We want to attract the best of the best. This is the start of a journey to define
and re-establish our leadership position externally. These guidelines should give
you a flying start.

Sandy Ogg
Chief Human Resources Officer
EMPLOYER BRAND GUIDELINES APRIL 2005

Contents
This guide is about how to express the Unilever 1 Employer brand 1
employer brand worldwide both visually and The need for change 2
verbally. It contains strategy principles, the dos and Who we want and what we offer 3
donts of our visual identity and practical examples. Our brandkey 5

It is for use by everyone in Unilever involved in 2 Bringing the brand to life 6

recruitment and specifically those who brief, create Overview 7
or manage the production of communication Communication model 8
material. It replaces all previous versions of our Substantiation stories 9
employer brand guidelines and should be read Customer journey 10
in conjunction with the Unilever brand guidelines. Communications planning 11
Campaign advertising 13
Other communication materials 24
Campaign activation 29

3 Construction guidelines 34
Basic principles 35
Campaign advertising 39
Ad-hoc (below the line) recruitment advertising 49
Event posters and banners 54

4 Artwork assets 57
Overview 58
Could it be U line and logo library 59
Visual reference photography assets 60
Visual reference recruitment advertising 61
Photography library 62
Ready-made templates 63

5 Contact/help 64
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Section 1
Employer brand
The need for change 2

Who we want and what we offer 3

Our brandkey 5
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The need for change

The Unilever employer brand is changing. The catalyst is the new
Unilever corporate brand and mission we need to project the idea
of vitality in everything we do.

Our vitality mission will stretch us as an organisation, demanding more

innovation, more engagement with the outside world, and still greater
commitment to making a difference to peoples lives. We need to attract
the best talent and develop their capabilities to achieve that mission.

The change comes at an opportune time
for us. The recruitment of best talent has
become a more and more competitive
task. Unilever has to compete with ever
more sophisticated and more aggressive
recruitment techniques of traditional
employers, and with new (and therefore
compelling) propositions from the high
tech players.
Worse still, in many parts of the world,
the FMCG sector is seen as staid, boring,
and slow. Were no longer attracting the
top tier of candidates. We need to change
all that. We need to shift perceptions
among candidates about what kind of
employer we are.
Moreover, Unilever must address a talent
pool whose expectations of employment
and careers have changed. They tend to
be less committed to long or mid term
employment, more demanding of training
and development, more interested in
employer values and social responsibility,
and more concerned about work-life
balance.
Based on this, we have redefined our
brandkey insight as they want to make an
impact on their career, their life, the business,
society and the way people see them.
We need them to see us as first division.
And we need to target the very best
people, rather than attracting a huge
range of potential candidates of widely
varying calibre.
Clearly there is a real need in this
environment for Unilever to be more
assertive and coherent in the presentation
of its employer credentials.
The vitality mission will help us do that.
We need to speak louder and more
compellingly about our achievements
in adding vitality to life. And we need
to show people that work at Unilever
is challenging, stretching and exciting
in other words, that we add vitality
to business life.
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Who we want
In a nutshell, the best of the best. Were looking for people who want
to do real business, and who are committed to making a difference. We
want people who understand the enormous potential and excitement of
brands. We want them to be enthusiastic, creative and rigorous, to be
hungry for success, have empathy for others, and be confident in teams.

Above all, we want people who share our fundamental values care,
connect, create and act.

care
Respect is central to the way we behave. We care about individuals, about our impact on the communities and
the environment, and about the social impact of our brands.

connect
We need to work well in teams and across conventional business categories. We also place high importance
on connecting with the world around us with consumers, with trends, and with innovation in other industries.

create
We are creative thinkers, constantly seeking new ways to inspire and excite consumers, and to innovate in all
areas of the business.

act
We need to be able to translate ideas into decisive action, take on big challenges, and have the passion to make
the business win.
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and what we offer

Our target candidates are demanding people who want to make an
impact. We need to offer a deal that matches both their needs and
aspirations as well as our business needs. They need to understand that
Unilever offers them more space and more opportunities to achieve
their potential in their own way than other firms. By this we mean:
respecting the individual and his/her personality and giving them
ownership of their careers by helping them to make informed choices.

Four key benefits get this idea across.

1. Were the home of brand marketing excellence.

2. Youll learn from the best.
3. A rich, diverse, challenging work environment.
4. A global business with truly local connection.

To be effective, they need to be backed up by evidence and stories.

In our brandkey Reasons to believe we provide evidence of these
benefits. There are some examples in the pages which follow, (see page
9, Substantiation stories), but the best ones will come from your own
regions and own experience.
5 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 1 EMPLOYER BRAND
Our brandkey vision
All Unilever brands from Dove to Magnum
have a brandkey. It is our proprietary tool
for defining and developing our brands.
The brandkey is extremely useful for a
number of reasons:
It is a simple summary of our brand, that
makes it easy for everyone to understand
what makes it special and what it stands for.
It is designed to inspire everyone involved
with the brand to think creatively about how
to bring the brand to life for customers:
sparking ideas for new product development
and communications. Its a vision for how the
brand should be at its very best.
It also provides a framework for the brand,
setting limits for development, and ensuring
that the power of the brand is not diluted.
If a new idea does not fit the brandkey, it is
not right for the brand.
Brandkeys are the basis for consistent
communications and development. However,
they are not fixed in eternity. They should
be periodically reviewed in the light of
emerging customer trends and issues and
commercial opportunities, in our case our
business strategy and our peoples capability
needs. The brandkey should be a living tool.
This is why weve developed our brand key
in line with our new corporate brand and
vitality mission, including a new addition
root strength. This focuses on the key
strengths of Unilever. They may not be the
benefits we focus on in selling our message,
but they are fundamental to our success.
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Care: accountable & responsible of Winning brands connecting with
our actions, and embracing diversity 150 million people every day
Connect: in & out to gain deep
insight of diverse peoples lives
A successful and respected company with
international team working and meaningful
local jobs
Create: constantly seeking new ways
to inspire and excite consumers Inspiring leaders and passionate people enable
world class training and personal growth
Act: and challenge with the passion
to make the business win Open culture where individuals and differences
are valued
Socially responsible globally and locally
ESSENCE
VALUES REASONS TO BELIEVE
Adding vitality
BENEFITS to business life DISCRIMINATOR
Working in the worldwide home
of brand excellence where you can
make a real impact
Learning from the best, both internally
and externally to build your skills
Experiencing a rich, diverse, challenging Unilever offers me more space to
work environment achieve my potential in my own way
Contributing to an international business
that is truly locally connected
thereby feeling good about my work,
having fun and getting more out of life
INSIGHT
I want to make a real difference
COMPETITIVE ENVIRONMENT TARGET
Reputable organisations Passionate people who want to do
playing for top talent real business and have the potential
to be highly motivated by brands.
Enthusiastic, creative and rigorous.
Hungry for success, with an empathy for
others, and confident in teams
ROOT STRENGTH
Expertise in brands International business World class training Longevity/stability
and branding that is truly local
CONFIDENTIAL FOR INTERNAL USE ONLY
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Section 2
Bringing the brand to life
Overview 7

Communication model 8

Substantiation stories 9

Customer journey 10

Communications planning 11

Awareness campaign advertising

Overview 13
Advertising summary key elements 14
1. Facts and stories 15
2. Headline 16
3. Body copy 17
4. Visuals 18
5. Could it be U 19
6. Product brand logos 20
Formats portrait/landscape 21
Ready-made executions 22
Governance on creating new ads 23

Other communication materials 24

Ad-hoc (BTL) recruitment advertising - 2 formats 25
Website 26
Literature 27
Office environment 28

Campaign activation
Overview 29
Essence, platform and idea 30
Guideline principles for recruitment events 31
Activation examples 32
Exhibition materials 33
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Overview
The Unilever Employer Brand was established in September 2000 as a single
global vehicle through which Unilever could articulate its employer credentials
in a focused and consistent way.

The employer brand is now entering a new phase of development. It needs to

embrace the Unilever vitality mission and brand, and it needs to step up a gear
in attracting the very best talent. It must also develop more sophisticated tools
for performance monitoring and segmentation.
The new employer brand is based on an advertising campaign and an activation platform designed to attract a higher
calibre of candidates. Both the campaign and the activation platform use the idea of challenge challenging candidates
perceptions of the FMCG sector, of Unilever, and of themselves. The underlying question is whether they are good enough
for Unilever candidates need to consider how well they fit with the company and its values.
The advertising campaign is based around surprising or impressive business facts that challenge candidates perceptions of the
FMCG sector or of Unilever itself, encouraging them to reconsider Unilever as a potential employer. It uses the endline, Could
it be U to pose a challenge either to recruits or to Unilever.
The activation platform is also based around the idea of challenge. Activations should be designed around Unilever challenging
candidates to do something, candidates challenging themselves, or candidates challenging Unilever. This is a new direction for
the employer brand, and one where we can make a big impact.
The following guidelines will help you bring the campaign and the activation platform to life creating a more relevant and
more dynamic employer brand that reflects our overall vitality mission and brand.
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Communication model
Our employer brand is more akin to a
service brand than an FMCG. Like service
brands it requires a more flexible
communications vehicle that can embrace
a broad range of communication themes
and substantiating messages. WORKING
Our model works like this: SINGLE THROUGH
ADDING
a single high ground thought: HIGH GROUND VITALITY TO
MULTIPLE
adding vitality to business life
the brand essence THOUGHT BUSINESS LIFE MEDIA
a unifying creative vehicle: interesting
and surprising stories or facts about
Unilever with an authoritative
consistent art direction
UNIFYING
INTERESTING AND
the four communication themes
CREATIVE SURPRISING STORIES/
identified as benefits in the Brandkey VEHICLE FACTS ABOUT UNILEVER
substantiated by interesting and
compelling Unilever stories
THE LEARNING RICH/ INTER-
CORE HOME FROM DIVERSE NATIONAL
COMMUNICATION OF BRAND THE BEST EXPERIENCES BUSINESS
MARKETING WITH TRULY
THEMES EXCELLENCE LOCAL
CONNECTION

SUBSTANTIATION HELLMANNS KALAHARI YELLOWSTONE

(Stories) OMO/SKIP NUMBER 2
9 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 2 BRINGING THE BRAND TO LIFE
Substantiation stories examples
Our target candidates need to understand that Unilever offers them more space and more opportunities to achieve their potential than other firms. Four key benefits get this
idea across. To be effective, they need to be backed up by evidence and stories like the examples given here.
1. THE HOME OF BRAND MARKETING
EXCELLENCE
Portfolio of world class, high profile and
constantly evolving brands; 150m people
using everyday
Every day 150 million consumers in over
100 countries use our products.
Weve been writing the rules of
branding for over 100 years from the
worlds first brand, Sunlight soap,
to world-class brands like Dove, Omo,
Flora, Lipton, and Knorr.
We do some of the most creative
marketing in the world. Doves real
beauty campaign is shaking up the
beauty industry. Omos dirt is good
campaign encourages kids to get dirty
because that way they can get more
creative. Brand activation like the Flora
marathon is world-famous.
Were now focusing on a smaller
number of great brands. And our
vitality mission concentrates our efforts
on healthier products that help people
get more out of life. So our brands are
going from strength to strength.
2. LEARNING FROM THE BEST
World class training programs. World class
collaborators. World class mentors
Our training programmes are world
class. Our leadership development
programme, for example, was
developed with Harvard Business
School and is recognised as one of
the best in the world. In India,
Unilever is known as the school for
managing directors.
We work with the best advisers, the
best suppliers and the best agencies in
the world. For example, Ann Gottlieb,
the goddess of fragrance, helped
design our Calvin Klein fragrances.
We give people the opportunity to work
with world-class mentors. For example,
our Chief Marketing Officer, Simon
Clift, was voted Marketer of the Year
in the UK in 2004.
3. A RICH, DIVERSE, CHALLENGING
WORK ENVIRONMENT
Challenging, dynamic working environment
where diversity is valued
We have a hugely diverse workforce,
which is an enormous strength. And
were making sure theres real diversity
at every level of the business.
Challenge is a way of life at Unilever
at every level. We constantly improve
the way we work and get deeper
insights into consumers lives. Whatever
part of the business you work in, youll
be finding new ways to add vitality
to life.
Were committed to making a
difference to society through our work
with communities and the environment.
We aim to source all our fish from
sustainable fisheries. Were reducing
our energy use throughout our supply
chain. We have projects ranging from
basic hygiene campaigns to boosting
girls self esteem in underprivileged
communities. And were creating brands
that have a huge social impact like
Annapurna salt, which helps tackle
iodine deficiency in the developing
world. Theres the chance to work on
projects like these everywhere.
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4. A GLOBAL BUSINESS WITH TRULY
LOCAL CONNECTION
Global business with enormous reach/
potential for travel & exposure; informed
by fantastic local insight
Were truly global, employing more
than 220,000 people in 100 countries
worldwide. There are opportunities to
travel, to move around, and to work
with people from many different
nationalities.
We need local insight in creating,
extending and activating our brands.
Our Axe Republic team, for example,
spends a lot of time in the spaces
where young men gather to have fun
all round the world.
While some things are centralised, we
leave a lot of space for local initiative,
local management, and local brand
activation. Research is a case in point:
based on local insight, we develop
ideas and innovation globally, and our
research centres are spread around
different regions of the world.
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LOCALLY TARGETED COMMUNICATIONS

BASED ON ACTIVATION PLATFORMS

Customer journey
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The new campaign aims to direct prospective

candidates to a local Unilever website. This
features campaign stories and supplies
information about Unilever career prospects.
Keys to the door.

Youre in the house

Raise awareness campaign advertising Dear Nikki

RAISE AWARENESS
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candidates to the Unilever website.

Sarah Leigh

Locally targeted communication based

on activation platforms
Posters follow the advertising campaign
in terms of style and content. Random
objects placed around the campus create
awareness of associated recruitment
activities such as the Housemate
Challenge (i.e. win a year travelling
round the world).

Unilever communications (existing) Unilever Europe

Peoplelink
Unilever House
Blackfriars

recruitment fair stands

London EC4P 4BQ
Mr Andrew Other

e
T: +44 (0)20 7822 5252
Address line one F: +44 (0)20 7822 5951/5898

Welcom
Address line two www.unilever.com

Address line three

Address line four
Address line five

1 July 2005

Handbook
Stands combine campaign theme with
aboard
Dear Andrew

Position of Brand Manager HPC

2005
Thank you for attending the interview last week at our London offices. We are delighted to
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Whatever it is, its in here

Unilever corporate look and feel.

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LOCAL UNILEVER WEBSITE

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Giveaway bags
Yours sincerely

Senders Name
Title/Department

c.c. Forename Surname

Include a mix of corporate and locally Unilever PLC

Registered in London number 41424
Registered office Port Sunlight,
Wirral, Merseyside CH62 4ZD

targeted activation materials. For example Book of challenges

Get the best out of a Unilever future

Unilever want you to challenge us and well as us

a corporate magazine, a book of challenging you. By challenging people we find

this the best way to measure develepement and
progress. Our book has been designed to

challenges (students suggest ways to

improve Unilever products) and a reply
paid card for the Housemate challenge.

Our mission is to add vitality to life.
We meet everyday needs for nutrition,
hygiene, and personal care with
brands that help people feel good,

look good and get more out of life

Go to interview at Unilever offices

Candidates experience Unilever vitality
in the workplace.

Get offered a job

I want to be
Receive a surprising, irresistible welcome in the house

UNILEVER COMMUNICATIONS Find out more about the Housemate challenge and
the opportunity it gives you having a future with us. application form

pack accompanying an offer letter.

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Communications planning
The model works from top to bottom,
beginning with three sets of inputs (1)
leading to a list of objectives (2). An
activity plan (3) is then put together to
achieve these objectives and a scorecard (4)
is devised to measure the results. Business target Brand vision Brand audit
Of the three inputs, the first represents
the business needs for the coming year (a), (a) (recruitment) (b) (vitality essence) (c) (opportunities & issues)
the second represents the mid-term future
(b) (3-5 years) and the third set of inputs
describes the present (c). The objectives
(the what we need to do) must include Objectives
moving the brand towards the vision as
well as the annual plan targets. The (attitudes / behaviour)
activities plan will outline how these
objectives can be met. The scorecard poses
the question Did we?.
The business targets are about recruitment Activities
qualitative and quantitative and they
should cover all work levels. The brand
vision is to adding vitality to business life.
(communication / activation)
Brand audit is about understanding the
issues and opportunities in your particular
country. What has worked, what hasnt?
Depending on whether you are nearer or Scorecard
further from the vision will influence the
amount of time/money it is going to take (attitudes / behaviour)
to get there.
12 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 2 BRINGING THE BRAND TO LIFE
Communications planning (contd)
Objectives
Should relate to attitudes and behaviour
e.g. increase graduate perception of
Unilever as a vital business
Fill graduate trainee vacancies
Should be measurable
e.g. increase graduate perception of
Unilever as a vital business from X%
to Y% over 12 months
X% of those seeing the ad(s) should
visit the website
Need to be prioritised you cant do
everything at once
Activities
The heart of the plan is the schedule of
activities this involves both communication
and activation. These are some of the key
questions you may want to ask before
making decisions in either of these areas.
How to demonstrate vitality?
How to differentiate from competitors?
How to use communication and
activation synergistically?
How to divide the budget?
Which universities to target?
a) Communication
More specifically on communication, you
will have preferences as to which of the
creative executions will work for you. You
may have some local stories that you want
to work up as well.
Youll need to decide between single and
double page spreads frequency versus
impact. In this case, the agency has done a
tremendous job of making the single page
almost as impactful as the double. As an
alternative, therefore, you may want to
spend the money on multiple single page
insertions for additional impact.
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Scorecard
Remember Vitality try and create some The scorecard captures the relationship
surprise by the sort of publications you between the objectives, activities and the
choose e.g. a listings magazine or an measures that track progress and results.
adventure holiday catalogue. Think what
It should describe your targets and who is
other forms of communication you are
accountable for them and it should show
going to need including those linked to
the status of your progress towards
activation.
achieving your target.
Which executions?
Single versus double pages?
Number of insertions per magazine?
Which magazines?
Other channels?
b) Activation
The activation platform is Could it be U
challenges. You need to think what has
worked before and whether it could be
adapted to this framework. What new
ideas might create more of an impact?
A lot of this will be your judgement but
you may want to think how you could learn
For more information on the scorecard
from experimentation trying something
please visit:
out on a small scale somewhere.
http://scorecards.unilever.com
What has worked before?
What has worked in other countries?
How to adapt to the new platform? For more information on communication
What kind of Unilever challenge? planning, please visit:
How to experiment? http://marketingacademy.unilever.com
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Awareness campaign advertising overview

As the recruitment market becomes
more competitive, it is imperative that
we stand out from the competition.
Thus we have switched our focus from
You, the candidate to We, the business,
because potential recruits have to know
more about our company and how they
see themselves fitting in, and to understand
what we offer.
This means that all aspects of the
campaign aim to bring to life both the
interesting, surprising aspects of the
business that Unilever is, and how this
reflects the values that make Unilever a
unique and diverse working environment.
The advertising campaign, combined with
local initiatives designed to engage and
challenge candidates, will encourage the
best people to work with us.
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Advertising summary
The advertising is based on using intriguing and surprising facts about
Unilever which are brought to life in a way that challenges peoples
perceptions of Unilever. The advertisings main role is to drive people to
the website where they will receive further information on Unilever as
a business and as a compelling career option.

There are six key elements to the advertising and each of them work
together to create a whole that is compelling and motivating to candidates:

1. Facts and stories

2. Headline
3. Body copy
4. Visuals
5. Could it be U
6. Product brand logos

Use the following pages as a brief to help you when translating and
producing artwork for the awareness advertising campaign.

Always use and advertising copywriter to translate the ads.

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1. Facts and stories

The key to the advertising is finding and portraying in an interesting way a surprising fact
about Unilever that is relevant to your market.
The key themes are the benefits reflected in the new Vitality Brand Key.
1. Brand excellence
2. Rich, diverse experience
3. Learning from the best
4. International business with truly local connections
See pages 5 and 9 for full details.

The awareness campaign advertising uses stories that are engaging and interesting for their
target audiences. Our stories/facts have been carefully selected to fulfill the following
judgement criteria:
they are challenging and surprising
they are unique and ownable
they work in the context of recruitment
they relate to one of the key themes
they are culturally relevant
Copy clearance: As with all advertising, it is imperative to obtain local clearance with the
legal department, external relations and relevant project owners. Where necessary, the
advertising must abide by local regulations without taking an overly cautious approach.
16 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 2 BRINGING THE BRAND TO LIFE INDEX PRINT

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2. Headline
The tone of the advertising is serious,
challenging and matter of fact. It is also
only a soundbite, not a long copy ad.
The full story should always appear on
the website at the same time as the ad is
running so that the reader can appreciate
the complete story. The headline should
be a statement of fact rather than a spin
or emotional twist.
The construction of the headline is based
on the challenge inherent in the Could it
be U sign off. The headline should place
the interesting, surprising fact squarely
at the heart of the concept, and call for
people displaying a similar set of values
to apply.
For example:
We(essence of fact), we need people
who(example of value/attribute)
For example: We believe dirt is good. Not
surprisingly were looking for people who
arent afraid to get their hands dirty.
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3. Body copy
Body copy helps further explain and
broaden the story to apply to the whole
of Unilever. It further describes the type
of individuals we are seeking, as well as
making a promise to them of what they
will get out of a career at Unilever.
It is important to ensure there is a balance
between the we and you message in
the copy so that the ad does not feel like
a corporate message but one for
recruitment.
Also, if your story is about a specific brand
(e.g. Persil), always refer to the brand as
early as possible in the body copy. Always
include a call to action, directing people
to the global or local careers website.
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4. Visuals
The visuals that accompany the copy for
the ads should have a level of vitality to
them. They should feel bold, interesting
and surprising. The images need to support
the fact.
They can be either full-bleed photographs
or illustrations.
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5. Could it be U
The Could it be U end line is the key
thought behind the campaign. This
thought not only forces the target
audience to evaluate themselves against
the challenge set up by the Unilever story,
but also shows a vast step change in the

Translation positioned here if required

way Unilever is talking about itself.
Could it be U therefore has two clear
messages could it be you (individual
challenge) and could it be Unilever
(business challenge).
Please note that the Could it be U end line
is for use in advertising and activation
materials only and is not a sub-brand of
the new Unilever identity.
The Could it be U end line artwork should
never be translated. However, should local
legislation require a translation to appear
on the execution, please position as shown
in the example.
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6. Product brand logos

To help create awareness of the scale
and scope of our business it is important
that where appropriate, brand logos are
included in the strip at the bottom of
the ad.
When the story of the ad is about a specific
brand, e.g. Persil, the Persil logo is the first
logo on the left. There should be a mix of
local and global brands as well as HPC and
Foods and if relevant, an unexpected
brand should be included (e.g. Ben &
Jerrys or Calvin Klein). Please see the
specific construction guidelines for details
on the number of logos, spacing etc.
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Formats portrait/landscape
The six key elements are always combined
in the same manner, but lend themselves
to a variety of formats in both portrait
and landscape orientation as shown here.

Single page: 230mm x 307mm 150mm x 250mm

Strip: 361mm x 80mm

Double page spread: 440mm x 307mm

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Ready-made executions
To get you started we have supplied
a selection of ready-made executions of
the advertising, incorporating the themes
shown here.
You may use these files exactly as they are,
or use them as templates to translate and
construct your own executions. Please see
the Assets section for details of what is
available. Additonal ready-made executions
will be made available throughout the
year. Please see the Unilever brand centre
for updates.

Awaiting image license approval

23 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 2 BRINGING THE BRAND TO LIFE
Governance on creating new ads
Wherever possible, you should use the
ready-made executions we have supplied.
These may also be used as templates to be
translated and resized as required.
Additional ready-made executions will be
made available throughout the year.
Should the existing ready-made executions
be unsuitable for your business objective,
please follow the governance detailed
here for creating a new execution.
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Governance for creating new stories
Ensuring execution excellence
To ensure that execution excellence is consistent and to avoid diluting
the concept or damaging Unilever reputation, all new advertising
must follow this process:
1. Write a case for why an existing execution does not answer the
business objective
2. Fill in ABC communication brief with details of the story.
For ABC communication brief template, please visit:
http://marketingacademy.unilever.com
3. Obtain brief sign off from regional and global brand guardian
4. Develop your ads with preferred partner agency BBH
5. Obtain sign off before going into production from Regional and
Global brand guardian
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Other communication materials

New recruits are joining Unilever a business that adds vitality to life.
The advertising campaign has been designed to raise awareness of
Unilever and drive people to the website. It has a very important role
in attracting the right talent, but it is only one part of the task.

Locally targeted communications will have an important role too,

as will everyone and everything at Unilever. When planning your
activities, you must consider the entire customer journey (see page 10).

The materials and guidelines have been designed to fit a range of

possible communications objectives. It is important that you establish
your communication objectives, clearly define your target audience
and understand the competitive environment.
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Ad-hoc recruitment advertising

The design of the recruitment advertising
contains elements of the campaign
advertising. Ads feature a bold headline
to attract attention and the campaign
endline Could it be U. Depending on the
publication and advertising budget, ads
may appear in colour or black and white.
The description of the position should
detail the specific challenge of the job
and mention the relevant product brand.
The product brand logos may also appear
on the recruitment advertising. Their use
will depend on whether the publication
in which the ad appears also contains
the campaign advertising.
Only use the product brand logos if the
recruitment ad is appearing without any
supporting campaign advertising. There
should be a mix of local and global brands
as well as HPC and Foods and if relevant,
an unexpected brand should be included
(e.g. Ben & Jerrys or Calvin Klein). Please
see the specific construction guidelines
on page 37 for details on the number of
logos, spacing etc.
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Website
The website activity is a critical part of
the campaign, as the main objective for
the advertising is to drive people to your
website.
It is important to ensure that the journey
continues for the potential candidate and
that there is a sense of challenge and
surprise. Candidates cannot be let down
once they arrive at the website.
It should incorporate elements of the
campaign, be matter of fact in the copy
and navigation, and not have extensive
forms or questionnaires. All stories
featured in the advertising must first
appear in full on the website.
Full guidelines for the treatment of the
career sites will be available later this year.
Please prepare to change over all your
existing separate recruitment sites onto
your single country Unilever site.
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Literature
All literature will follow the look and feel
of the corporate identity communicating
the central theme of vitality. When
designing new literature as part of your
local activation, the look and feel should
be Unilever. The content will include
challenges from the advertising campaign
and activation platform.
This can be achieved by following a few
basic principles:
1. Engage them in a serious tone of voice
that is not corporate but matter of fact.
2. Achieve a balance between We and You.
3. Incorporate surprising, impressive facts.
4. Challenge readers to think about
their role.
Could it be U should only be used on
advertising and activation materials. Do
not use Could it be U as a stamp.
For more information on the design style
of Unilever vitality materials, please see
the look and feel section of the Unilever
brand centre:
thebrandcentre.unilever.com or
thebrandcentreforsuppliers.unilever.com
To keep costs down, please use our existing
image library wherever possible. For a link
to the Unilever image library, please visit:
http://unilever.brand-imagesmm.com
The photographic examples shown here are NOT freely
available for use. To negotiate an image license for
the cover image shown here, please contact:
Jonathon Ryan, Getty Images, 101 Bayham Street,
London NW1 0AG, tel: +44 (0)20 7428 5102,
email: Jonathon.Ryan@getty-images.com
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Office environment
Branding of the office environment
follows the Unilever corporate identity.
Bringing the vitality of the new Unilever
brand to life in the workplace enables all
Unilevers workspaces (no matter where
they are in the world) to feel as if they
are part of one family.
Vitality in the workplace will:
unify/simplify in the spirit of one Unilever
bring Unilever and its brands closer
help stimulate a vitality culture
improve communication within the
whole of Unilever and also between
departments/divisions
connect departments and people
through a common experience
improve navigation through space
Your workspace should:
feel unmistakeably Unilevers
reflect one company, with different
functions
be visually stimulating
be easy to navigate through
encourage interaction
For more information, please download
the Workplace guidelines from the
Unilever brand centre:
thebrandcentre.unilever.com or
thebrandcentreforsuppliers.unilever.com
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Campaign activation overview

All communications need to be developed around the activation
platform Could it be U challenges. The advertising campaign begins
the dialogue with recruits by presenting interesting facts to the
reader, challenging people to reappraise Unilever and driving them
to the website.

As personal interaction is the most successful and credible way we

can change candidates perception of Unilever, it is essential that
everything we do is based on the activation platform.

The activation and the work that follows creates excitement around
the activity and gets consumers to engage with the brand in
a unique way. All activation should be on brief and be something
different that will excite our target audiences. Without a consistent
message being delivered in a consistently challenging way from
advertising to activation we will be unable to maximise the
campaign potential.

The activation platform needs to provide strategic clarity and a clear

focus for creativity.
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Essence, platform and idea

The brand essence as shown in the brandkey is: Adding The Activation Platform
Brand Essence: Adding vitality to
business life
Brand Essence Vitality to needs to bring to life the
essence of the brand.
The activation platform needs to bring to life
the brand essence and help people engage
with the brand in a meaningful way.
Business Life
Activation Platform: Bringing Unilever
Business to Life
Once established, the activation platform
provides a starting point for the activation
idea. For this campaign the activation idea
reiterates the challenging, surprising aspect
of the endline from the advertising Could
it be U.
Activation Idea: Could it be U Challenge
Core strategic thought
Could it be U Challenge works in a number of
that will help people
ways for activation. It allows three broad
ways to approach the challenge framework.
Activation Bringing Unilever interact with the company
Platform
in a distinctive and
When developing activities, they should fit
within at least one of the three challenge Business to Life meaningful way.
statements and ideally provide support to
more than one to provide a varied mix:
Could it be U can be expressed by:
Unilever challenges you (e.g. business
challenge or apprenticeship)
Challenge yourself (e.g. online personality
testing)
Challenge Unilever (e.g. think of ways to Creative idea that can
improve our products) Activation work across multiple
To avoid becoming too corporate focused, Idea Could it be U communication channels.
find the balance between us and you.
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Guideline principles for recruitment events

Beyond the advertising, recruitment events are a critical part of the selection
process and are an excellent way of engaging and interacting with candidates.
When we meet with recruits we must be enthusiastic about Unilever and the work
that we do in order to engage them and make them enthusiastic in turn. Events
need to bring Unilever to life to help candidates better understand and be
challenged by the complexities of the FMCG industry and our business.
Guidelines to evaluate recruitment events:
1. Brand essence
Ensure that all ideas maintain the brand essence Adding vitality to business life
2. Activation platform
Be true to the activation platform and ensure that every activity has an element of the local Unilever business or brands
the goal is to help prospects better understand the complexity and challenges of Unilever business and the FMCG industry.
3. Activation idea challenge
Maintain a sense of challenge in all activation ideas. Challenge prospects perceptions of Unilever and get them to
challenge themselves to see if they fit with Unilever.
4. UEB values
A key differentiator for Unilever are the values. All activation ideas and executions need to be evaluated against the core
values as identified in the brand key.
5. Create a connection
All activities should be interactive, not passive make a connection, be interactive and engage people in thinking about
the business. It is imperative to select the right mix of employees (young managers who can relate to students as well as
senior leaders who can challenge and inspire them)
6. Be different
Graduates want to be challenged and stimulated as per the advertising, they are open to new and different approaches
to recruitment. Events need to be very different from the competition and need to be communicated differently.
32 EMPLOYER BRAND GUIDELINES APRIL 2005 SECTION 2 BRINGING THE BRAND TO LIFE INDEX PRINT

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Activation examples
Elements of the campaign activation
include:
Can you make the Palm tree
out of the seven shapes?

1. Awareness
e.g. posters, postcards, installations
2. Promotional items
e.g. giveaways, incentives
3. Event/exhibition displays I want to be
in the house
e.g. stands, banners, graphics Find out more about the Housemate challenge and
the opportunity it gives you having a future with us. application form

Please note that the Could it be U end line Book of challenges

is for use in advertising and activation
Get the best out of a Unilever future

Awareness: postcards and posters Unilever want you to challenge us and well as us
challenging you. By challenging people we find
Promotional items, giveaways, incentives
materials only and is not a sub-brand of this the best way to measure develepement and
progress. Our book has been designed to

the new Unilever identity. It should never

be used as a stamp.

Keys to the door.

Youre in the house
Dear Nikki

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Sarah Leigh

Fancy the challenge?

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Promotional activities: The Housemate Challenge

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Exhibition material
Exhibition stands
Should be predominantly Unilever
following the corporate vitality style. Our mission is to add vitality to life.
We meet everyday needs for nutrition,
hygiene, and personal care with
Event posters brands that help people feel good,
look good and get more out of life

Support materials such as posters or

banners will follow the campaign theme
Could it be U to provide a link for those
that have seen the advertising.
Giveaways
Exhibition giveaways will incorporate
a balance of Unilever vitality and the
campaign theme of Could it be U.

I want to be
in the house
Book of challenges Find out more about the Housemate challenge and
the opportunity it gives you having a future with us. application form

Get the best out of a Unilever future

Unilever want you to challenge us and well as us

challenging you. By challenging people we find
this the best way to measure develepement and
progress. Our book has been designed to
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Section 3
Construction guidelines
Basic principles overview 35
Typography 36
Using the product brand logos 37
Use of the Could it be U line and logo 38

Awareness campaign advertising

Formats 39
Component overview 40
Photography 41
Headline 42
Body copy 43
Construction double page spread 44
Construction single page 45
Construction 250mm x 150mm 46
Construction landscape strip 47
What not to do 48

Ad-hoc (below the line) recruitment advertising 49

Components and formats 50
Construction colour recruitment ad 51
Construction black and white recruitment ad 52
Construction mono small space recruitment ad 53

Event posters and banners formats 54

Construction event poster 55
Construction portrait banners 56
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Basic principles overview

The following pages contain specifications for producing advertising
artwork for the Could it be U campaign. Ready-made executions of
the examples shown here are supplied for your use. These can be
tailored to fit different publications or used as a design template
for translation.

Many of the key elements of this section (typography, Could it be U

endline and the use of product brand logos etc.) are common to all
the executions campaign advertising, event posters and
recruitment advertising and so should be read in conjunction with
other more detailed construction guidelines.
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Typography
Both the campaign and recruitment Frutiger Roman
advertising uses our corporate font,
Frutiger Roman, set in upper and lower
case. abcdefghijklmnopqrstuvwxyz
Recruitment advertising uses Frutiger
Roman for headlines and body copy,
whilst Frutiger Bold is used for titles
ABCDEFGHIJKLMNOPQRSTUVWXYZ
stating position and salary.
1234567890
Frutiger Bold

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
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Using product brand logos

Product brand logos are placed at the
bottom of the following executions: single
page, double page spread, 250mm x 150mm, A.
landscape strip, recruitment ads and posters.
Size
The logos must be fairly small but clearly
visible and need to be spaced evenly.
10mm
Spacing and alignment
In a Single Page, Double Page Spread, 10mm
250mm x 150mm and a Landscape Strip,
the logos must range with the body copy RANGED
as shown in example A. They need to be 10mm
placed at least 10mm away from any trim
area, panel edge, copy and the Unilever logo.
On smaller executions like recruitment
ads, the 250mm x 150mm and the strips, B.
this distance can be reduced to 8mm to SAFE
allow all the elements more space to fit.
In recruitment ads the logos range full
width, leaving enough safe area either
end as shown in example B. They need to
be placed a safe distance away from any
trim area, panel edge, copy and the
Unilever logo. SAFE

Selecting product logos

As a rule the first logo must be the same SAFE

as the subject of the execution. For example,

in the Yellowstone executions the subject
is detergent bottles, so the first logo is Persil. RANGED
Choose a mixture of both HPC and Foods SAFE SAFE
logos from brands that are present in your
market. As product brands can have a variety Reproduction
of different logos worldwide, always show Follow the relevant product brand guidelines for use of logos in colour and black
the logo that is used in your market. and white NOT the examples shown here or given in the ready-made examples.
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Use of the Could it be U line and logo

Logo size and position
The size of the Unilever logo is dependent
on the size of the execution itself. The

Translation positioned here if required

example shown is a 27mm logo from a
double page spread shown at actual size.
The logo should always be positioned at
least 10mm away from any trim area, panel
edge and the Unilever logo, and then
centred vertically. On smaller executions like
recruitment ads, the 250mm x 150mm and
the strips, this distance can be reduced to
8mm to allow all the elements more space
to fit.
10mm
These specifications are suitable for the ready-
made examples at the sizes given. Should
you resize the executions to fit a given
publication, please ensure that you respect
the minimum clear space around the Unilever
logo. For detailed guidelines, please see the
logo section of the Unilever brand centre. 10mm

The Could it be U line and logo has been

created as professional artwork for your
use. These should never be translated.
There are two sizes available: 10mm

standard size (supplied with a logo

height of 100mm for ease of scaling) for
use 16mm and above 10mm 10mm

reduced size (supplied with a logo Should local country legislation require a translation of the end line
height of 15mm) to appear on the execution, this should be positioned as shown above.

Please see p59 for more details. The

endline and logo always prints Unilever
Blue (C: 100, M: 57, Y: 0, K: 2) on a white
background.
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Awareness campaign advertising formats

The six key elements are always combined
in the same manner, but lend themselves
to a variety of formats in both portrait
and landscape orientation as shown here.

Single page: 230mm x 307mm 150mm x 250mm

Strip: 361mm x 80mm

Double page spread: 440mm x 307mm

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Component overview
There are key elements to the advertising
and each of them work together to create
a whole that is compelling and motivating
to candidates:

Facts and stories, which provide the

material for the headline and body copy
(see page 9)

Headline (see pages 16 and 42)

Body copy (see pages 17 and 43)
Visuals (see pages 18 and 41)
Could it be U (see pages 19 and 38)
Product brand logos (pages 20 and 37)

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Photography
The visuals that accompany the copy for
the ads should have a level of vitality to
them. They should feel bold, interesting
and surprising. The images need to support
the fact.
They can be either full-bleed photographs
or illustrations.
The ready-made executions supplied for your
use include the high resolution photography
from the examples shown here:
Yellowstone (Persil)
Rugby players (Persil)
Hellmanns
Runners
Yellowstone (Persil) Hellmanns
Please note that the license for these
images is for two years only and expires
in June 2007.

Rugby players (Persil) Runners

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Headline
The headline should be set in Frutiger
Roman, upper and lower case, left
aligned. It needs to be positioned in a
clear space on the image but at a safe
distance from any trim area, panel edge
and logo. Headline type reverses white
out of the background image where
possible, or prints Unilever Blue (C: 100,
M: 57, Y: 0, K: 2) as an alternative where
there is sufficient contrast.
This example also has a drop shadow in
Unilever Blue (C: 100, M: 57, Y: 0, K: 2) to
make it more visible on lighter areas of
the image.
See page 16 for more information on tone
of voice.
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Body copy
Body copy should be set in Frutiger
Roman, upper and lower case, justified
with final line left aligned and positioned
A.
within the white panel as shown. Body
copy prints Unilever Blue (C: 100, M: 57, 10mm
Y: 0, K: 2) on a white background. (The
lower panel is always white.)
10mm
In a single page, double page spread,
250mm x 150mm and a landscape strip,
the copy needs to be placed as shown
in example A. It needs to be at least
10mm away from any trim area, panel 10mm 10mm
edge and logo.
On smaller executions like the 250mm x
150mm and the strips, this distance can be
reduced to 8mm to allow all the elements
more space to fit.
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Construction double page spread

Based on the example shown:
Yellowstone DPS 307mm x 440mm
Image
The main image should be cropped to
the size and position shown.
Headline
The headline is set in Frutiger Roman
in white at 37pt, leading at 51pt and
should be positioned as shown. It also
has a drop shadow in Unilever Blue.
For more information see page 42.

White panel
The white panel at the bottom should
be deep enough to accomodate the
copy and logos.

Body copy
The body copy is set in Frutiger Roman
in Unilever Blue at 14pt, leading at 21pt
and should be positioned as shown.
For more information see page 43.

Product brand logos

The product brand logos should be
positioned as shown. For more
information see page 37.

Could it be U and Unilever logo

The Unilever logo should be positioned
as shown. For more information see
page 38.

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Construction single page

Based on the example shown:
Yellowstone SP 307mm x 230mm
Image
The main image should be cropped to
the size and position shown.
Headline
The headline is set in Frutiger Roman
in white at 28.5pt, leading at 37.5pt
and should be positioned as shown.
It also has a drop shadow in Unilever
Blue. For more information see
page 42.

White panel
The white panel at the bottom should
be deep enough to accomodate the
copy and logos.

Body copy
The body copy is set in Frutiger Roman
in Unilever Blue at 9.5pt, leading at
14.5pt and should be positioned as
shown. For more information see
page 43.

Product brand logos

The Unilever logo should be positioned
as shown. For more information see
page 37.

Could it be U and Unilever logo

The Brand Logos should be positioned
as shown. For more information see
page 38.
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Construction 250mm x 150mm

Based on the example shown:
Yellowstone 250mm x 150mm
Image

The main image should be cropped to
the size and position shown.

Headline
The headline is set in Frutiger Roman
in white at 21pt, leading at 28pt and
should be positioned as shown. It also
has a drop shadow in Unilever Blue.
For more information see page 42.

White panel
The white panel at the bottom should
be deep enough to accomodate the
copy and logos.

Body copy
The body copy is set in Frutiger Roman
in Unilever Blue at 8pt, leading at 12pt
and should be positioned as shown.
For more information see page 43.

Product brand logos

The brand logos should be positioned
as shown. For more information see
page 37.

Could it be U and Unilever logo

The Unilever logo should be positioned

as shown. For more information see
page 38.

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Construction landscape strip

Based on the example shown:
Yellowstone Strip 361mm x 80mm

Image

The main image should be cropped to
the size and position shown.

Headline
The headline is set in Frutiger Roman
in white at 20pt, leading at 28pt and
should be positioned as shown. It also

has a drop shadow in Unilever Blue.
For more information see page 42.

White panel
The white panel at the bottom should
be deep enough to accomodate the
copy and logos.

Body copy
The body copy is set in Frutiger Roman
in Unilever Blue at 8.7pt, leading at 13pt
and should be positioned as shown.
For more information see page 43.

Product brand logos

The Brand Logos should be positioned
as shown. For more information see
page 37.

Could it be U and Unilever logo

The Unilever logo should be positioned
as shown. For more information see
page 38.
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What not to do
The Unilever logo always prints positive
on a white background, Unilever Blue for
colour executions and solid black for black
and white executions. Never recolour the
logo and never change the lower panel to
a colour other than white.
Never print the logo/endline reversed
white out of the visual.
Never change the position of the logo
panel in relation to the visual.
Never change the colour of the body copy
or endline.
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Ad-hoc recruitment advertising

The following pages provide information on the construction of
print artwork for recruitment advertising. These pages should be
read in conjunction with the pages on typography, Could it be U
endline and use of the product brand logos at the beginning of
this section. Templates for your use have been provided on the CD
accompanying these guidelines.
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Components and formats

The design of the recruitment advertising
contains elements of the campaign
advertising. Ads feature a bold headline
to attract attention and the campaign
endline Could it be U.
Headline
Position/salary title
Description of position/job challenge

Could it be U

Product brand logos

The description of the position should
highlight the specific challenge of the job.

The product brand logos may also appear
on the recruitment advertising. Their use
will depend on whether the publication
in which the ad appears also contains
the campaign advertising.
Only use the product brand logos if the
recruitment ad is appearing without any
supporting campaign advertising. There
should be a mix of local and global brands
as well as HPC and Foods and if relevant,
an unexpected brand should be included
(e.g. Ben & Jerrys or Calvin Klein). Please
see the specific construction guidelines
on page 37 for details on the number of
logos, spacing etc.
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Construction colour recruitment ad

Based on the examples shown:
200mm x 150mm
Background colour
The background colour is Unilever Blue
(C: 100, M: 57, Y: 0, K: 2).

Headline
The headline is set in Frutiger Roman
in white at 41pt, leading at 51pt and
should be positioned as shown. For
more information see page 42.

White panel
The white panel should be deep
enough to accomodate the copy and
logos with an 8mm border as shown
and should be approximately 50% the

height of the execution.

Subheading and body copy

The sub-heading is set in Frutiger Bold
in black at 10pt.
The body copy is set in Frutiger Roman
in Unilever Blue at 9pt and should be
positioned as shown. For more
information see page 43.

Product brand logos
The brand logos should be positioned
as shown. For more information see
page 37.

Could it be U and Unilever logo

The Unilever logo should be positioned In this execution the brand logos have been removed. All other
as shown. For more information see elements stay the same size but the body copy and Unilever
page 38. logo have been spaced out evenly vertically as shown.
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Construction black and white recruitment ad

Based on the examples shown:
200mm x 150mm
Background colour
The background colour is 100% black.
Headline
The headline is set in Frutiger Roman
in white at 41pt, leading at 51pt and
should be positioned as shown. For
more information see page 42.

White panel
The white panel should be deep
enough to accomodate the copy and
logos with an 8mm border as shown
and should be approximately 50% the
height of the execution.

Subheading and body copy
The sub-heading is set in Frutiger Bold
in 100% black at 10pt.
The body copy is set in Frutiger Roman
in 100% black at 9pt and should be
positioned as shown. For more
information see page 43.

Product brand logos

The brand logos should be positioned
as shown. For more information see
page 37.
Could it be U and Unilever logo
The Unilever logo prints 100% black
and should be positioned as shown. In this execution the brand logos have been removed. All other
For more information see page 38. elements stay the same size but the body copy and Unilever
logo have been spaced out evenly vertically as shown.
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Construction mono small space recruitment ad

Based on the examples shown:
80.5mm x 53mm

Background colour
The background colour is white.

Headline
The headline is set in Frutiger Bold in
100% black at 11.3pt, leading at 15.5pt
and needs to be positioned as shown.
For more information see page 42.

Subheading and body copy

The sub-heading is set in Frutiger Bold
in 100% black at 9pt.
The body copy is set in Frutiger Roman
in 100% black at 8pt with 10pt leading
and should be positioned as shown.
For more information see page 43.

Could it be U and Unilever logo

The Unilever logo prints 100% black
and should be positioned as shown.
For more information see page 38.
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Event posters and banners formats

Event posters and banners follow
a similar layout to campaign advertising.
They include an image with visual impact,
a well-written headline and the Could it
be U endline with the Unilever logo.
Event posters
These are used to promote awareness
of an event (i.e. on campus to promote
a recruitment fair). Their key message
is about an activity challenge and should
include:
description of the challenge
visual of the challenge
details/action to be taken
Detailed construction guides can be found
on page 55.

Event poster: A3 portrait

Event banners
These are normally used at an event
(i.e. a recruitment fair). Their key message
is also challenge but they do not include
the story/explanation of the key message.
Event banners include:
description of the challenge
visual of the challenge
Detailed construction guides can be found
on page 56.

Event banner: portrait

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Construction event poster

Based on the example shown:
Lipton Ice Tea 420mm x 297mm
Image
The main image should be cropped to
the size and position shown.

Headline
The headline is set in Frutiger Roman
in white at 30pt, leading at 35pt and
should be positioned as shown.
It also has a drop shadow in Unilever
Blue. For more information see
page 42.

White panel
The white panel at the bottom should
be deep enough to accomodate the
copy and logos.

Body copy
The body copy details the action to
be taken. It is set in Frutiger Roman in
Unilever Blue at 11pt, leading at 16pt.
For more information see page 43.

Product brand logos

The product brand logos should be
positioned as shown. For more
information see page 37.
Could it be U and Unilever logo
The Unilever logo should be positioned
as shown. For more information see
page 38.
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Construction portrait banners

Based on the examples shown:
Yellowstone and Hellmanns

Image
The main image should be cropped
to the size and position shown.
Headline
The headline is set in Frutiger Roman
in Unilever Blue at 23pt, leading at
32pt and should be positioned as
shown. It sits within a white panel
which is approximately 40% the height
of the execution. For more information
see page 42.

White panel
The white panel at the bottom should
be deep enough to accomodate the
Unilever logo.

Could it be U and Unilever logo

The Unilever logo should be positioned
as shown. It should be full width
allowing for a safe area around it.
For more information see page 38.

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Section 4
Artwork assets
Overview 58

Could it be U line and logo library 59

Visual reference photography assets 60

Visual reference recruitment advertising 61

Photography library 62

Ready-made templates 63
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Artwork assets overview

This section is a directory of all the elements that have been supplied
to help you produce materials for the new Unilever employer brand.
In it you will find artwork for the Could it be U endline, a library of high
resolution photography and a selection of QuarkXpress templates for
producing campaign advertising, recruitment advertising and event
posters and banners.
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Could it be U line and logo library

The Could it be U artwork provided
on the CD has been supplied in Adobe
Illustrator EPS format for professional
print purposes. Artwork is supplied in
solid black and Unilever Blue (as both

Could it be
a special colour and 4 colour process).
The artwork comes in 2 sizes, standard
size (100mm high logo for ease of scaling)
for use 16mm high and above, and a
reduced size version at 15mm. A directory
of file names is shown here. All type has
been outlined.
The standard conventions of logo treatment
apply. In particular, ensure that you respect
the minimum clear space around the logo
and make sure that the logo only appears
on a white background. If you are unsure
about any aspect of logo use, please visit
the logo section of the Unilever brand
centre for more precise guidelines:
thebrandcentre.unilever.com or
thebrandcentreforsuppliers.unilever.com File name Size Colour File format
CIBU_1cs_ol.eps for use 16mm and above I colour special (Unilever Blue) Adobe Illustrator eps
CIBU_4cp_ol.eps for use 16mm and above 4 colour process (Unilever Blue) Adobe Illustrator eps
CIBU_bs_ol.eps for use 16mm and above black solid Adobe Illustrator eps
CIBU_1cs_ol_15mm.eps for use at 15mm I colour special (Unilever Blue) Adobe Illustrator eps
CIBU_4cp_ol_15mm.eps for use at 15mm 4 colour process (Unilever Blue) Adobe Illustrator eps
CIBU_sb_ol_15mm.eps for use at 15mm black solid Adobe Illustrator eps
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Visual reference photography assets

Images for awareness campaign advertising and event banners Image for event posters

Runners: MO3092.tif Yellowstone: MO311.tif

Lipton: MO3112.tif

Persil/Rugby: MO3094.tif Hellmanns: MO3073.tif and MO3075.tif

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Visual reference recruitment advertising

These recruitment ads are available as
ready-made templates. See page 63 for
more details.

UEB_RECRUIT_ADS.qxd UEB_RECRUIT_ADS.qxd

UEB_RECRUIT_MONO.qxd

UEB_RECRUIT_ADS.qxd UEB_RECRUIT_ADS.qxd
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Photography library
Use the visual reference on page 60 to File Name Document Size Pixel Dimensions Document Size (cm) Resolution
choose your image.
Awareness campaign

Runners MO3092.tif 65.2MB 3336 x 5120 28.24 x 43.35 300 Dpi

Yellowstone MO311.tif 86.4MB 2821 x 8031 23.88 x 68 300 Dpi

Persil/Rugby MO3094.tif 97.3MB 4941 x 5163 41.83 x 43.71 300 Dpi

Hellmanns MO3073.tif 192.9MB 7722 x 6549 65.38 x 55.45 300 Dpi

MO3075.tif 254.6MB 5197 x 12844 44 x 108.75 300 Dpi

Activation

Lipton MO3112.tif 78MB 5192 x 3937 43.24 x 32.79 305 Dpi

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Ready-made templates
The artwork templates are supplied in File Name Document Size Orientation
QuarkXpress (version 4) for professional
Awareness campaign formats
print purposes. Use the visual reference
on page 60 to choose your advertising
Double page spread UEB_DPS.qxd 297mm x 420mm landscape
campaign or activation template. Formats
for campaign advertising and activation
Single page UEB_SP.qxd 307mm x 230mm portrait
materials can be found on pages 39 and
54 respectively.
250mm x 150mm UEB_250x150.qxd 250mm x 150mm portrait
Placed images
The files contain low resolution images as Landscape strip UEB_STRIP.qxd 80mm x 361mm landscape
place holders. Please replace with high
resolution versions from the photography
library supplied.
Activation formats
Product brand logos used in the files are
for low resolution place holders for visual A3 event poster portrait UEB_A3_POSTER_P.qxd 420mm x 297mm portrait
reference only. Original print ready
artwork logos will need to be sourced Event banners UEB_BANNERS_P.qxd (scale as required) portrait
please refer to page 37 for details on
choosing and positioning these.
Sizes and formats Recruitment advertising formats
These templates may be scaled as
required, to fit specific publications. Colour and B/W recruitment ads UEB_RECRUIT_ADS.qxd 200mm x 150mm portrait
Should this be necessary, please respect
the visual proportions of the white lower Small mono recruitment ads UEB_RECRUIT_MONO.qxd 80.5mm x 53mm portrait
panel and image area and ensure that you
do not compromise the minimum clear
space around the Unilever logo.
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Section 5
Contact/help
A complete toolkit to successfully implement the Unilever employer brand can be downloaded from the
Employer brand page on the Unilever brand centre. This is where you will find the latest updated versions
of all materials:
Unilever employer brand implementor access
thebrandcentre.unilever.com
access code: uni1feelgood
External suppliers and partner access
http://thebrandcentreforsuppliers.unilever.com
access code: uni3lookgood

If you need further information about the Unilever employer brand please
contact Stphane le Camus at: Stephane.Le-Camus@unilever.com

If you need further information about talent management in your region

please contact:

AMET: Chris Macrae (Chris.Macrae@unilever.com)

Lat Am: Alessandra Ditt (Alessandra.Ditt@Unilever.com)

North America: Becky Nogueira (Becky.Nogueira@unilever.com)

Asia: Shanks Shankar (Shanks.Shankar@unilever.com)

Europe: Carina Iannelli (Carina.Iannelli@unilever.com)

For further information on the Unilever image library please visit: http://unilever.brand-imagesmm.com

For more information on the scorecard please visit: http://scorecards.unilever.com

For more information on communication planning, please visit: http://marketingacademy.unilever.com