TNI Brand Manual 2009 Web

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Tahitian Noni Brand

January 2009

Corporate StandardS Manual



p. 2rETurn TO TaBLE OF COnTEnTS

SeCtIon 1 • Introduction 3

SeCtIon 2 • Brand Vision 5

TNI Mission Statement 6

TNI Values 7

The Messaging Wheel 8

The Color Wheel 15

The Icons/Texture Wheel 16

The Photography Wheel 17

SeCtIon 3 • Logo Treatment 20

Masterbrand 21

Corporate Logo 22

Minimum Size 23

Clear Space 24

Logo Placement 25

Avoiding Common Errors 26

Exterior Signage Logos 27

SeCtIon 4 • Brand Elements 28Color Palette 29

Company Category 30

Product Category 33

Success Category 36

Opportunity Category 39

Supplemental Icons 42

TABLE OF CONTENTS



Section 1

thii ni Ii is i cm c sbish b

ii. this ss m vis h s mii h

igi c ii. Sic ii is h vis ms b

which w isigish cs svics, i is h ssi ik i. I is imiv h b b s cc

csis v im.

this b ss m wi b g bsis s m

i ics c h mi thii ni

Ii’s c c. ps s his m s

chs h cm wih b ss.

Introduction




| What is noni? | Anciently, the inhabitants of what is now Tahiti

traveled vast distances in great outrigger canoes, carrying sacred

plants from which to form their newfound paradise. One of these

canoe plants was the noni, which they treasured as a gift from the

gods. The ancients revered and beneted from all the elements of the

noni plant—the fruit, leaves, seeds, and blossoms—and the noni tree

became a pillar of the Tahitian culture that was used to sustain life and

restore lost balance. Today we use these basic noni elements in much

the same way as the Tahitian ancestors did to create our exclusive

Tahitian Noni ®

products.



thii ni Ii is gb, sch-iv cs cm h

ws h fs iscv sh h hh bfs h i ...

ixi-ich sc csi b gis thiis hv -

hig is. W ic imvig h ivs csm-s I pc Css b cig h ms iviv,

highs-qi i-bs cs ssib.

th thii ni® b hs is hm gsi h i i thii.

th iss smbiz h is s b h thii ni b:

xic, whsm, , , hic, igi, iq.

Brand Vision

Section 2




SECTIOn 2

TNI Mission Statement:To bless the whole earth with the natural goodness of T ahiTian n oni

as we t h S of lives transformed

To bless the whole earth with the natural goodness of T ahiTian n oni

as we t h S of lives transformed

CoMpany

opportunIty SuCCeSS

produCtS

The TNI Mission Statementhas been carefully crafted to

encompass everything we do,

and everything we seek to do.

Each word has been sifted and

scrutinized.

The statement consists of four

parts, with each part represent-

ing a vital aspect of our company.




SECTIOn 2

While our mission statementexpresses our company vision,

our TNI Values provide the rules

of conduct as we pursue that

vision.

Every action we take, including

the creation of visual messaging,

must be guided by these values.

TNI Values:Respectful LeadershiptnI is ic ic s shi h iss, csis, hgh mks

cisis. o ch ss h cisis ch skig h i

wighig h iis skhs.

Fairness & IntegrityW s h s c v b mc; i ms b . W h s

csms, IpCs, ms b hs cmmici, i m,

h cmmim wh is igh i css.

Rewarding ExperiencesW biv h v tnI xic sh b wig. o csms w wih

hh bfs wh h s cs. o IpCs w s fci

s h ch high vs wihi cmsi . o ms w hi

ici xis.

Appreciation & RecognitiontnI is cm bi gi. W cmmi xssig gi -

cii ci, hgh q sic cgii. W ic cgizig

chivm, icii, , s gwh.




SECTIOn 2

The Messaging Wheel

The TNI Messaging Wheel

begins with the four elements of

the mission statement.

To bless thewhole earth

Natural goodness ofTAHITIAN NONI

Tell the Story Lives transformed

To bless the whole earth with thenatural goodness of T ahiTian n oni as

we t h S of lives transformed




SECTIOn 2

The Messaging Wheel

At the very center of our mes-

saging wheel are the core

attributes: authentic, original,

and genuine. Every visual mes-

sage must remain true to these

attributes.




Authentic, Original& Genuine




SECTIOn 2

The Messaging Wheel

The elements of our mission

statement are encompassed by

our company values. The four

values are placed s trategically,

each bridging two elements of

the mission statement.

Blending and overlap will

certainly occur, but the general

placement of these values is

important and will become evi-

dent with the next element of

the messaging wheel.




FA I R N E SS & IN T E G R I T Y

R E S P E C T F U L L

E A D E R S H

I P

R E W A R D I N

G E

X P E R I E

N C

E S

A P P R E C I AT I ON & R E C O G N I

T I O N





SECTIOn 2

The Messaging Wheel

The corresponding aspects

of TNI are now applied to the

wheel. This completion is where

the bridging of the values

becomes useful.

The value of fairness and integ-

rity guides the actions of, and

the messaging about, both the

company and our products.

The value of rewarding experi-

ences applies to both the prod-

ucts we offer and the success

our IPCs and employees attain.

The value of appreciation and

recognition directs the way we

portray both the opportunity and

the success of our people.

The value of respectful leader-

ship bridges both the leadership

of the company and the leader-

ship qualities that are developed

through our opportunity.




C O M P A

N Y

O P P O R T U N I T Y S U

C C E S

S

P R O D U C T S



E A D E R S H

I P

R E W A R D I N

G E

X P E R I E

N C

E S


T I O N





SECTIOn 2

The Messaging Wheel

With the other elements in place,

the four cardinal points of the

wheel are labeled with attributes

of Tahiti, Healthy, People, and

Unique.

These cardinal at tributes

delineate general messaging

hemispheres. For instance, when

talking about the company and

products, Tahiti takes a central

role. Likewise, when communi-

cating about the products and

the success they bring, the focus

is on healthy.




Tahiti

People

HealthyUnique

C O M P A

N Y


C C E S

S

P R O D U C T S



E A D E R S H

I P

R E W A R D I N

G E

X P E R I E

N C

E S


T I O N





SECTIOn 2

The Messaging Wheel

Additional TNI attributes all

have a place around the messag-

ing wheel. The careful placing

of these attributes reveals a

continuum of messaging, one

attribute naturally leading to the

next, regardless of direction.




incomparable

ethical

culture

exotic tropical

wholesome

pure

quality

energizing

beneficial

satisfaction

growthfriendly

personal

comfortable

reliable

Tahiti

People

HealthyUnique

C O M P A

N Y


C C E S

S

P R O D U C T S



E A D E R S H

I P

R E W A R D I N

G E

X P E R I E

N C

E S


T I O N





SECTIOn 2

The Messaging Wheel

Although potentially confusing at

first, this final addition to the mes-

saging wheel provides a valuable

tool for verbal, written, and visual

messaging.

Each quadrant of the wheel now

has three major attributes. These

attributes form a triangle that

provides bounds for all other

descriptions of that element of the

company. All attempts to describe

a particular aspect of TNI should

fall within the matching triangle.

For instance, a writer describing

the success of a particular IPC in

Tahiti Tradewinds should examine

the words used to make sure they

fall within the triangle created by

People, Healthy, and Life-changing.

The attributes found within thetriangles on this page are for

sample purpose only; this is not an

exhaustive list.




natural

respected

Backed by science

research

botanical

peer-reviewed

testedproven

renown

verified

premium

traditional

pristine

gratifying

superior

lifestyle

exciting

progressivetravel

consistent

top-of-the-linepredictable

Life-changing

generous

visibleattainable

enpoweringproven

honest

flexible

straightforward

unrestrictive

inviting

real

fun

inclusive

accessible

immediate continuous

Limitless

secure

passionate

receptive

responsive

groundbreaking

focusUnprecedented

responsible

trustworthy

successful

solid

stable

incomparable

ethical

culture

exotic tropical

wholesome

pure

quality

energizing

beneficial

satisfaction

growthfriendly

personal

comfortable

reliable

Tahiti

People

HealthyUnique

C O M P A

N Y


C C E S

S

P R O D U C T S



E A D E R S H

I P

R E W A R D I N

G E

X P E R I E

N C

E S


T I O N





SECTIOn 2

The Color Wheel

Each element of the mission state-

ment and corresponding aspect

of TNI has a principle color. The

colors are intuitive and drawnfrom the Islands of Tahiti.

Sky is the name of the shade

of blue used to represent the

company. It symbolizes the unlim-

ited heights that can and will be

reached.

Leaf is the name of the greenassociated with our products. It

calls to mind the verdant foliage

and natural abundance of Tahiti.

Fire is the name of the orange-

yellow that represents success. It

embodies passion and energy.

Sea is the name of the aqua hue

attached to our opportunity. It

serves to illustrate the boundless

reach and endless horizon open

to all.PMS 3145

PMS 320

PMS 7466

PMS 661

PMS 660

PMS 542

PMS 144

PMS 7408

PMS 7405

PMS 7496

PMS 377

PMS 376

SKY

SEA

LEAF

FIRE




Tahiti

People

HealthyUnique

C O M P A

N Y


C C E S

S

P R O D U C T S


R E S P E C T F U L

L

E A D E R S H I P

R E W

A R D

I N G E

X P E R I E

N C

E


T I O N





SECTIOn 2

The Icon/Texture Wheel

All the icons on this wheel are

similar in that they are differ-

ent depictions of the noni fruit.

Along with the colors, these

icons and textures help to iden-

tify each aspect of TNI across a

variety of applications.

C O M P A

N Y


C C E S

S

P R O D U C T S




SECTIOn 2

The Photography Wheel

Each aspect of TNI should be

supported with appropriate

photography. Note that elements

of Tahiti are woven throughout

every quadrant, and provide

general support to the corre-

sponding color.

Unprecedented Backed by ScienceTahiti

People

HealthyUnique

Life-changingLimitless

C O M

P A N Y

O P P O R T U N

I T Y S U C C

E S S

P R O D U C T S




SECTIOn 2

Tahitian Photography

One of our key brand messages

is this: we own Tahiti. We have

what no one else can offer: the

romantic, exotic, pristine, pure,

beautiful, and tradition-steeped

feel of the Tahitian Islands.

When people dream of an

exotic getaway with pure, pris-

tine surroundings—a luxurious

escape—TAHITI is the first thing

that comes to mind.

This message can be expressed

by following the guidlelines to

the right.

Tahiti Scenic

blue sky and waterscenic photos without peoplecalm and peaceful

Tahiti Foliagegreen coloremphasis on nonifoliage shots without people

Tahiti Sunsetsfocus on orange and red colorsenergetic, active shots or sunsetsmix of people and scenic

Tahiti Peoplefriendly and invitingtraditional dressno modern clothing

Tahiti

People

HealthyUnique


C O M

P A N Y

O P P O R T U N

I T Y S U C C

E S S

P R O D U C T S

Unprecedented Backed by Science




SECTIOn 2

Main Photography

The Tahiti shots on the previous

page serve to supplement the

main photography; to enhance

visual communications with our

Tahitian brand identity.

Main photography selections

should deliver the proper mes-

sage, yet always stay compat-

ible with supplemental Tahitian

photography. These examples

illustrate that guideline.

CompanyTNI buildingsfoundersTahiti processing plant and pickersprofessional/reliable

Science/Naturalnoni fruit, leaf, seedJohn’s storyDr. Heinicki and labproducts and quality

Rewardingfocus on events and recognitiontravel and lifestyle

People/Opportunityfriendly and invitingbusiness meetingsoptimistic and rewarding

Tahiti

People

HealthyUnique


C O M

P A N Y

O P P O R T U N

I T Y S U C C

E S S

P R O D U C T S

Unprecedented Backed by Science



The central element of a corporate identity is a logo. The Tahitian Noni Inter-

national logo presents a balance between creative excitement and comfortable,

trustworthy reliability. Because the Tahitian Noni® logo is by far the most often

seen expression of our brand, it is crucial to follow these usage guidelines.

At Tahitian Noni International, we are proud of the logo we’ve created to brand

our identity. This brand standards manual informs and instructs employees, part-

ners, and vendors on specic guidelines. As these guidelines are strictly followed,

the Tahitian Noni logo will continue to gain brand recognition and strength.

Logo Treatment

Section 3




Masterbrand

The masterbrand is generally

for product packaging only. The

masterbrand contains no tagline.

The masterbrand or master-

brand box should be used for

product packaging that offers

print width of two inches

(50.8 mm) or less.

SECTIOn 3

Mstrbrnd Bx

Mstrbrnd




SECTIOn 3

Corporate Logo

Combining the masterbrand with

the corporate tagline, “Tell the

Story™,” results in the Tahitian

Noni® corporate logo. This logo

is generally used on all materials

other than product packaging.

This logo should be used in all

applications where the available

print width is greater than twoinches (50.8 mm).

Mstrbrnd

Tll th Stry Tgln

Crprt Lg Bx

Mstrbrnd

Tll th Stry Tgln

Crprt Lg




SECTIOn 3

Minimum SizeRequirement

If resizing is necessary, the logo

must be scaled in direct pro-

portion to the original, and all

words, marks, and symbols must

be legible.

The masterbrand portion of

the logo must be at least 3/8"(9.5 mm) in height.

Crprt Lg Bx Mstrbrnd Lg Bx

Crprt Lg Mstrbrnd Lg

3/8"(9.5mm)

3/8"(9.5mm)

3/8"(9.5mm)

3/8"(9.5mm)




Clear Space

Do not distort or change the

proportions of the tagline or

masterbrand. All logos must

have an area of clear space

around the logo equal to one and

a half times the height of the

letter N in the masterbrand.

If resizing is necessary, the logomust be scaled in direct pro-

portion to the original, and all

words, marks, and symbols must

be legible.

SECTIOn 3

X = Hght th lttr N

1.5X

1.5X 1.5X

1.5X




Logo Placement

1. Upper left corner on the front

of a publication: The logo should

be placed 1.5x from both the top

and left edges.

2. Upper right corner: Similar

to the upper left, the logo should

be placed 1.5x from both the top

and right edges.

3. Bottom right corner on the

front of publication: The logo

should be placed 1.5x from both

the bottom and right edges.

4. Centered on the back of

a publication: The logo should be

centered horizontally and placed1.5x from the bottom edge.

SECTIOn 3

3. Bttm Rght Crnr n Frnt Publctn 4. Cntrd n Bck Publctn

1.5X

1.5X

1.5X 1.5X

1.5X 1.5X

1. Uppr Lt Crnr n Frnt Publctn 2. Uppr Rght Crnr n Frnt Publctn

X = Hght th lttr N

1.5X




SECTIOn 3

Avoiding CommonErrors

There are countless ways to

misuse the Tahitian Noni® logo

and masterbrand. Vigilance is

vital. Be especially aware of

these common errors.

Human Resources

D nt rplc tgln, dd t tgln, r thrws lck up

th lg r mstrbrnd wth thr lmnts.

D nt substtut th lgtyp wth thr nts.

D nt mx clrs wthn th lgs r mstrbrnd. D nt us

ny clrs nt spcfd n th pprvd pltt.

D nt us th lgtyp by tsl.

D nt plc th lgs r mstrbrnd n smlr

vlud bckgrund.

D nt chng th rltnshp ny th lg lmnts.

S C O




SECTIOn 3

Exterior Signage logos

The full-color masterbrand is

the preferred logo for exteriorsignage. Note that in signage

applications, trademark symbols

are placed within the logo. In this

preferred logo, the background

blue is Pantone 661 and the

hibiscus is Magenta. Do not devi-

ate from these approved colors.

In exterior signage applicationswhere the preferred logo is un-

tenable or excessively awkward,

this horizontal full-color logo may

be used.

Note: The trademark symbol

used depends on the geographic

location of the signage. Please

check with the legal department.

Prrrd sgng lg

The hibiscus fower breaks outside o the

rame or a more dynamic presentation.

Hrzntl sgng lg

This logo works well in long horizontal applications,

it is important to keep the same proportions.

Scndry sgng lg

This logo may be used where the preerred

logo is not executable or very costly.

PMS 661 Mgnt



Brand Elements

Brand elements work together to dene the well-known and unmistakable

appearance of the Tahitian Noni® brand. Clear and consistent application of these

guidelines throughout all Tahitian Noni business units and subsidiaries promotes

global recognition and further elevates our brand.

The graphic standards presented here provide the building blocks to help us cre-

ate a strong brand. It is essential that every impression our brand makes—whether

online, in print, or on video—is clear, consistent, and distinctive. By following

these graphic standards, you are helping to ensure the success of our brand.

Section 4

SECTIOn 4




SECTIOn 4

Color Palette

Pim Colo

PMS 5265 is our primary color.

As all of our colors are given

names that refer to Tahitian NoniInternational’s Tahitian heritage,

it is fitting that our primary color

is known as “Juice.”

netl Colos

“Sand”, “Wood”, and “Earth ” are

the names of our three chosen

neutral colors, calling to mind

the natural sources from which

our products spring.

Ctego Colo Plette

The palette for each of the cat-

egories also reflects our Tahitian

heritage. These colors should

not be mixed but should be used

to represent each appropriate

category.

JUiCe

eaRTH WooD

SaND

PMS 5265 PMS 614

PMS 462 PMS 464

PMS 661

PMS 660PMS 542

PMS 5483

PMS 377PMS 1807

PMS 660

PMS 1595PMS 1595

PMS 646

PMS 584PMS 584

SKY

LeaF

FiRe

Sea

Nutrl clr

Nutrl clrNutrl clr

Prmry clr

Cmpny

Prducts

Succss

opprtunty

SECTIOn 4




Company Category

These design elements are spe-

cific to the Company category

and can be used anytime to

represent this aspect of TNI.

Combinations of these elements,

along with the photography

from the following page, create

a unique look for this category;one that is distinct from the

other three categories, yet ties

back and supports the Tahitian

Noni® brand.

SECTIOn 4

PMS 661

PMS 660

PMS 542

SKY

Rptng pttrn

rm tp clth

Nn rut

cn wth

bckgrund

clr

Clr pltt wth supprtnglght nd drk clrs

Crprt lg nd

authntc stmp

Rdtng clr txtur cn b

usd vr lrg clr rs t

gv txtur

Clth txtur

SECTIOn 4




SECTIOn 4

Company Category

Photography

These photos should fall withinthe triangle created by the

concepts of Tahiti , Unique , and

Unprecedented .

When using photography of

Tahiti, emphasis should be placed

on scenic photos with blue skies

and peaceful waters.

The concepts of Unique and

Unprecedented may be repre-

sented by our corporate build-

ings, company leadership, and

general positive business shots.




Samples using the design elements and

photography together to represent the

Company category.

SECTIOn 4




Product Category


cific to the Product category and

can be used anytime to repre-

sent this aspect of TNI.







Noni® brand.

SECTIOn 4

PMS 7496

PMS 377

PMS 376

LEAF

Rptng pttrn

rm tp clth

Nn rut

cn wth

bckgrund

clr



usd vr lrg clr rs t

gv txtur

Clth txtur

Crprt lg nd

authntc stmp

SECTIOn 4




SECTIOn 4

Product Category

Photography

These photos should fall within

the triangle created by the

concepts of Tahiti , Healthy , andBacked by Science .



on the color green with foliage

or other lush, green scenics.

The concepts of Healthy and

Backed by Science may be

represented by product, lab,

and manufacturing shots, along

with photos of John Wadsworth,

Stephen Story, Dr. Heinicke, and

other scientists and researchers.






Products category.

SECTIOn 4




Success Category

These design elements are

specific to the Success category

and can be used anytime to rep-

resent this aspect of TNI.







Noni® brand.

PMS 144

PMS 7408

PMS 7405

FIRE

Rptng pttrnrm tp clth

Nn rut

cn wth

bckgrund

clr



usd vr lrg clr rs t

gv txtur

Bmb txtur

Crprt lg nd

authntc stmp

SECTIOn 4




Success Category

Photography

These photos should fall withinthe triangle created by the

concepts of Healthy , People , and

Life-changing .


Tahiti, emphasis should be

placed on the warm colors of

yellow, orange, and red. Action

shots or scenics with or withoutpeople are acceptable.

The concepts of Healthy, People,

and Life-changing may be repre-

sented by shots of active people,

TNI events and incentive trips,

and other photos that illustrate

the good life that comes from

hard work and diligence.






Success category.

SECTIOn 4




Opportunity Category


cific to the Opportunity category

and can be used anytime to

represent this aspect of TNI.







Noni® brand.

PMS 3145

PMS 320

PMS 7466

SEA

Rptng pttrn

rm tp clth

Nn rut

cn wth

bckgrund

clr



usd vr lrg clr rs t

gv txtur

Wvn txtur pttrn

Crprt lg nd

authntc stmp

SECTIOn 4




Opportunity Category

Photography

These photos should fall within

the triangle created by the

concepts of People , Unique ,

and Limitless .



on Tahitian people and the

culture, heritage, and lifestyle of

French Polynesia. Where possi-

ble, the shots should include the

horizon, representing unbounded

opportunity.

The concepts of People, Unique,

and Limitless may be repre-

sented by shots of optimism and

anticipation, particularly in small

groups of people. Business shots

should emphasize being in busi-

ness for yourself.






Opportunity category.

SECTIOn 4



Supplemental Icons

These supplemental icons may

be used in all categories. They

should accent, rather than domi-

nate, the design.

Nn l

Trpcl lg

Nn rut

Nn trNn sd

TNI Brand Manual 2009 Web

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