WORLDCHEFS BRAND GUIDELINES

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.

ALWAYS USE:

Worldchefs
WORLDCHEFS
World Association of Chefs’ Societies

NEVER USE:

World Chefs
WorldChefs
World chefs
WACS
Wacs

1.1 LOGO

The Worldchefs logo is the embodiment of our global culinary organization. It must be used consistently to foster brand awareness. The Worldchefs logo and its variations can be used by all paid national society, affiliate, corporate or associated members; no other entities are allowed to use the Worldchefs logo for any purpose without explicit written authorization by Worldchefs.

  • This is our main Worldchefs logo, to be used as the primary logo throughout communication materials of all kinds.
  • These logo variations may be used in certain circumstances as outlined here:
  • The black & white logo may be used in print media where only black is available.
  • Logo reversals may be used to accommodate the background colour of the material.

Please note: Do not print letterheads in colour on a laser or inkjet printer as the colour of the logo will not be right; in this case choose black & white variations.

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

WORLDCHEFS BLUE

PANTONE
273 C

CMYK
C100 M100 Y0 K28

RGB
R40 G30 B105

#281e69

Primary colour are used for fonts, special graphics such as text boxes, and background colours for materials and cover pages.

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.

WORLDCHEFS CYAN

PANTONE
Proc. Cyan C

CMYK
C100 M0 Y0 K0

RGB
R0 G159 B227

#009fe3

WORLDCHEFS RED

PANTONE
1807 C

CMYK
C0 M100 Y96 K28

WORLDCHEFS GRAY

PANTONE
423 C

CMYK
C0 M0 Y0 K44

WORLDCHEFS GREEN

PANTONE
341 C

CMYK
C100 M0 Y67 K29

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.

2.1 DIGITAL BRANDING

DIGITAL BRANDING – TAGGING & HASHTAGS

Digital media and hashtags have become an essential part of our communications outreach, and a critical way to drive global engagement and conversation. When posting to social media sites, always consistently tag the Worldchefs profiles, and check in with Worldchefs team about approved program hashtags.

@wacsworldchefs

@worldchefs

@WACSworldchefs

HASHTAGS – A FEW EXAMPLES

#worldchefs

#worldchefs2018

#InternationalChefsDay

ASK US ABOUT THE MATERIALS LIBRARY!

Maintaining the Worldchefs brand identity extends beyond these guidelines! Please contact us at office@worldchefs.org to obtain branded materials including:

Worldchefs letterhead

Worldchefs PowerPoint templates

Worldchefs program boilerplates

Worldchefs press release templates

Image library assets

Premium Partners

Global Partners

Program Partners

WORLDCHEFS COLLABORATIVE PARTNERS ...