The Worldchefs brand represents our personality as a strong global network and a global authority on food. When producing print and digital communications for culinary events, websites, social media or any other purpose, it is imperative to always follow these brand guidelines. The brand guidelines were created for use by all Worldchefs members and partners, to guarantee consistency and clarity of the Worldchefs brand across the globe.

To grow brand awareness, it is essential to use our name correctly and consistently in every piece of communication we create. World Association of Chefs’ Societies is always to be shortened to Worldchefs, never to WACS.

1.2 LOGO EXCLUSION ZONE

• Always leave the mandatory clear zone around the edge of the logo.The clear zone keeps the logo distinct and uncrowded.
• Always reproduce logos from jpeg, PDF, eps and ai.
• Always position the logo on the top or bottom left of the communication material.

1.3 LOGO SIZING

Always respect the minimum size of the logo.The minimum logo size is 25 mm high.

1.4 LOGO DONT’S

Always respect the logo guidelines - here are some common mistakes to make sure to avoid.

1.5 LOGO LIBRARY

These special program logos were carefully crafted to uphold the Worldchefs brand while providing the exibility to showcase our many varied programs.

1.6 PRIMARY TYPEFACES

Gill Sans is the primary typeface for Worldchefs. It was chosen for its clarity and readability.

Use Gill Sans for titles, and committee names, on printed materials, and on chef jackets.

Do not use italic version of the typeface, except when highlighting words in a text is strictly necessary.

Arial is the secondary typeface available for RESTRICTED use.

Use Arial regular and bold ONLY in cases where Gill Sans is unavailable.

1.7 PRIMARY & SECONDARY COLOURS

Secondary colours can be used to add variety to communications materials, as font colours, or for other graphic elements such as text boxes. But remember not to overdo it – minimum colour usage is most effective.

1.8 PHOTOGRAPHY

Photography and images used in communications must convey the professional culinary standards for which Worldchefs is known. Always choose images with good resolution. Avoid overlaying images with text. If absolutely necessary, the text must meet branding guidelines

RECOMMENDED IMAGE RESOLUTION GUIDE

72 DPI - Worldchefs Website
300 DPI - Worldchefs Banners & Large Print Ads
300 DPI - Worldchefs Magazine

DONT’S

QUICK TIPS FOR TAKING GOOD PHOTOS

• Do not use a flash – it makes photos dull – instead opt for natural lighting.
• Do not use the zoom – instead move closer to your subject.
• Pay attention to your what’s inside your frame - minimize clutter.
• Shoot directly from above when photographing food.

Signed photo releases are required when photography is created specifically for Worldchefs. Photo release forms are available from the office@worldchefs.org

Need help selecting the right image? Please contact us at of office@worldchefs.org! We can help you select from our approved image library to choose the best photo for your materials.

1.9 ADVERTISING

Partner advertising must be submitted in a print-ready format (design files not accepted), to meet the following speci cations. All advertisements must be in the formats of Photoshop, Illustrator, JPEG or PDF. All fonts must be included and all images must be supplied as CMYK, 300dpi.

2.0 ABOUT WORLDCHEFS

Telling our story consistently is essential to growing brand recognition, increasing awareness, and ultimately continuing to foster strong partnerships with our stakeholders. Any content created must reflect the following approved key messages.

ABOUT US

The World Association of Chefs’ Societies, or Worldchefs in short, is a dynamic global network of more than 100 chefs associations representing chefs at all levels and across all specialties worldwide. It was founded in1928 at the Sorbonne in Paris with the venerable August Escof er as rst Honorary President. Worldchefs is a global authority on food, creating impact through these core focus areas: education – includes our landmark Recognition of Quality Culinary Education program and the world’s rst global culinary certi cation; networking – Worldchefs provides a gateway to global culinary networking opportunities and hosts the landmark biennial Worldchefs Congress & Expo; competition – Worldchefs upholds a list of certified judges, sets global standards for competition rules, and runs the prestigious Global Chefs Challenge; humanitarian & sustainability – our Feed the Planet and World Chefs Without Borders programs relieve food poverty, deliver crisis support, and promote sustainability across the globe

Download approve statements about Our Mission, Our History, Education,Worldchefs Events & Competitions, and Feed the Planet.