Safeway's Brand Identity Standards

Since the launch of the company's Ingredients for Life advertising campaigns, and introduction of the new Safeway brandmark logo, a number of important new standards have been in effect. These standards protect the brand identity of Safeway, and ahderence is required for all items bearing company logos.

The brand identity and brand positioning program is an important landmark for Safeway. It graphically confirms our commitment to our customers and to being the worldwide leader in the grocery industry. It is crucial that our new identity be applied thoughtfully and consistently throughout all of our communications to ensure brand equity and trademark ownership of all our brand assets.

Specifically, Safeway's brand identity standards provide parameters for the correct colors to be used in all logos, primary and alternate expressions of each logo, the amount of clear space necessary between logos and other content, prohibitions of various unauthorized uses and/or styling of logos and much more.

SES is committed to following these important standards, and protecting Safeway's brand identity. For this reason, artwork on all projects must be approved before items can be put into production.