Café de Colombia
Introduction The Federation has invested millions of dollars in establishing its trademarks. It is, therefore, committed to upholding the integrity of its trademarks for itself and for everyone who is entitled to use them. Authorized users will benefit most if these trademarks are applied consistently and correctly. We encourage all those entitled to use our trademarks to notify us if violation or misuse of the trademark is suspected. We are sure to take the necessary steps to correct the situation. Please read this document carefully to ensure correct use and accurate reproduction of the trademarks of the National Federation of Coffee Growers of Colombia. When in doubt, please do not hesitate to contact us at the Federation. We will gladly assist you in finding a solution for your company’s design problems. All new applications of our trademarks, for whichever purpose, are subject to explicit written approval from the Federation. Upon the execution of a trademark license agreement, which includes certain quality control standards, the Federation grants the authorized user a non-exclusive license to use the two specified trademarks (light-colored background version and dark-colored background version) for use on packaging, advertising, and promotional materials upon the terms and conditions of the Trademark License Agreement. As a license of our trademarks, you agree to abide by the rules outlined in this Trademark Standards Manual and quality standards set forth by the 100% Colombian Coffee Promotion Agreement your company signed with the Federation. Your knowledge of the existence of other versions than those specifically permitted for use as indicated in the Trademark License Agreement does not in any way constitute the right to deviate from this manual.
"Juan Valdez"®Trademark Nothing in the manual may be construed to have given you or any entity other than the Federation the right to use our trademark "Juan Valdez"® in any form. Any approximation or look-alike impressionism of "Juan Valdez"®, whether in live or printed form, represents a trademark violation and shall be as such subject to legal remedy.
Authorized Versions of the Trademark The trademark consists of only one color, which may create complications depending on the background color chosen. For this reason the 100% Colombian Coffee trademark has been registered in two versions. Choose the version that best suits your application. If you follow the guidelines below, mistakes should be easily avoided. If you are printing the trademark on a light-colored background, use the light-colored background version of the trademark (where the mountain is not outlined). If you are printing the trademark on a dark-colored background, use the dark-colored background version of the trademark (where the mountain appears as an outline). Notice, however, that the light-colored version is not a simple reverse of the other, but has been re-drawn to eliminate the dark skin, white eyes and "snow-covered" mountain that would otherwise result. Do not reverse either version of the trademark photographically. The result will be an unauthorized application of the trademark and you will be required to make the necessary change at whatever cost to you. Never attempt, for whatever reason, to alter the reproduction artwork below.† This is the only visual presentation of our trademark, with carefully established components and relative proportions, you are authorized to use. The trademark must always have an â as featured in the reproduction artwork. † ONLY when preparing mechanicals, the dark-colored version of the reproduction art must be reversed to arrive at the proper presentation of the Federation’s trademark when printed.
Proprietary Statement
Authorized Trademark Typeface The words "100% Colombian Coffee" in our trademark, which contain a word mark registered to the Republic of Colombia, are set in a typeface known as Typositor Gorilla. These words, in this typeface, are an integral part of the trademark. To achieve a coordinated look, you may want to consider using it in your advertising and on your packaging. At no time are you permitted to alter the words, type size and/or the typeface of the trademark as shown in this manual.
Correct Trademark Size Trademark size is also important. Experience shows that in reductions below 17mm (11/16") the details become unrecognizable, and the type is almost impossible to read. In order for the trademark to be truly effective, you are not permitted to use a size smaller than provided on the reproduction artwork below.
Correct Trademark Applications Unless the trademark developed for 100% Colombian Coffee is used correctly in package design and promotion, its selling effectiveness will be limited. Using the guidelines set forth in this document, we have illustrated a series of correct applications of the trademark for your study and guidance.
Proper and Improper Use of Trademark Below you will find a series of incorrect and unauthorized uses of the Federation’s trademark. The trademark may only be used as shown in the reproduction artwork shown herewith, and applied in a manner described in this manual. Accurate reproduction of our trademark is critical. Be sure to provide your printer with the quality artwork supplied with this document, applying it directly to the mechanical, where possible. Each application of our trademark must be permanently applied to the item for which use was authorized. For example, ink stamps, logo stickers, or packing tape are not authorized uses of our trademark. The trademark cannot be used on your company’s stationery, business cards, etc. All proposed layouts including our trademark(s) must be forwarded to the Federation to secure approval prior to any use on packaging, promotional materials, menus, etc. Any use of our trademark for purposes other than the marketing of 100% Colombian Coffee will most likely be denied. No application is ever correct without the Federation’s prior and written approval. We encourage you to consult with us and to seek early approval to reduce your chance of costly mistakes and infractions.
Incorrect Trademark Applications
Quality Control/Trademark Enforcement The Federation has set up a Quality Control Program to assure that coffee sold as 100% Colombian Coffee does indeed consist of 100% Colombian Coffee that meets the requirements of ususal good quality (UGO) Excelso Colombian Coffee. In addition to the Quality Control Program, the Federation also has a trademark application enforcement program to ensure proper usage and application of our trademarks. All unauthorized uses of the Federation’s trademarks will be challenged through the legal system to ensure maximization of their image and value to authorized users.
National Flag of the Republic of Colombia If you would like to use the National Flag of the Republic of Colombia on your packaging or promotional materials, follow the chart below indicating the proper color and proportions. If your design requires the flag be placed vertically, the yellow should be on the right.
For Assistance We will gladly assist you to insure that all uses of the trademarks are correct and that they reflect the quality image of 100% Colombian Coffee. Should you have any questions, comments or require additional information, please do not hesitate to contact the National Federation of Coffee Growers of Colombia at (212) 421-8300 or (800) 223-3101.
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