Style guide for the QS certification mark Contents 1. Introduction Page 3 2. Ownership and utilisation rights Page 4 3. Authorisation to use the mark Page 5 4. The QS certification mark Page 6 5. Correct presentation Page 7 6. Use of the QS certification mark Page 9 7. Other use Page 12 8. Incorrect and misleading presentation Page 14 9. Point of contact Page 15 Our common task: consolidate trust and create transparency. The blue QS certification mark is applied to chain, from farm to shop. We ensure transparen- foods which were verifiably produced and cy by means of binding standards and indepen- marketed in compliance with mandatory quality dent controls of the processes in the participa- requirements. It symbolises the joint efforts ting businesses. In this way, we create a solid of more than 130,000 economic operators in basis for trust between customers and suppliers cross-stage quality assurance and stands for and deepen consumers’ trust in safe food. thorough controls, ensured origin and clear marking and labelling: QS. Quality scheme for food. As an economy-driven initiative, we at QS prepare solutions for the thorough quality assurance Together with its scheme participants, of fresh foods throughout the entire sector. In QS Qualität und Sicherheit GmbH organises a re- the case of incidents and crises, QS investigates liably quality assurance along the entire supply the causes, clarifies them and provides support. 2 Style guide for the QS certification mark 1. Introduction As a quality assurance scheme, ‘QS. Quality scheme for food.’ defines and controls stringent production and marketing requirements along the entire supply chain for fresh foods. This style guide outlines the rules and guide- Signal for certified processes lines for the use and correct presentation of the For consumers, the blue QS certification mark QS certification mark on products and in corpo- has been a clear signal for fresh food from com- rate communication. panies with certified processes for more than 10 years. Today, more than 23,000 branches in Uniform use of the QS certification mark through- the food retail sector can offer beef and pork, out the entire scheme ensures its recognisability poultry, cold cuts and ham with the blue QS in the market. It enhances the signal effect for certification mark along with a large selection of food you can trust in the long term. fruit, vegetables and potatoes. Systematic quality assurance Quality assurance creates trust The basis of seamless process and origin For the more than 130,000 scheme participants, assurance in the QS scheme is formed by the the benefits of QS certification are many and va- regular control of all businesses from farm to ried, from an increase in a company’s own quality shop. The blue QS certification mark, which is demands through certification to the assured applied only if foods are produced in line with traceability of QS products in the event of com- these requirements, helps consumers to plaints. Transparent quality assurance improves orientate when shopping meat, cold cuts or the reliability of the supply chain, opens up new ham, fruit, vegetables or potatoes. sales channels and secures consumer trust. Only foods whose production and marketing have been thoroughly controlled all the way from farm to shop bear the blue QS certification mark. Style guide for the QS certification mark 3 2. Ownership and utilisation rights QS Qualität und Sicherheit GmbH is the owner of the trademarked QS certification mark and the slogan ‘QS. Ihr Prüfsystem für Lebensmittel.’ (QS. Quality scheme for food). The QS certification mark is a conformity mark Qualität und Sicherheit GmbH or a coordinator which has been entered in the trade mark regis- empowered to award sub-licences. Unauthorised ter of the German Patent and Trade Mark Office depiction of the QS certification mark is prohi- in Munich, the Office for Harmonization in the bited. QS reserves the right to take legal action Internal Market in Alicante and the World Intel- against anyone who depicts, reproduces or uses lectual Property Organization (WIPO) in Geneva the marks of QS Qualität und Sicherheit GmbH in and is protected by trademark law. any other way without express advance authorisation to do so. Right to use the QS certification mark The QS certification mark may only be used by Use in advertising QS Qualität und Sicherheit GmbH scheme parti- The QS certification mark can be used by those cipants and their subsidiaries, by authorised cer- authorised to do so for depiction on products tification bodies and coordinators and approved and packaging materials and on bills of deli- laboratories. They are awarded the right to use very or accompanying documents. Use without the mark individually by means of a scheme a direct reference to a product is permitted in contract or framework agreement with QS. online communication, as a corporate identity Agricultural businesses and food retail branches element (letterhead, image brochures etc.) and do not make any direct contractual agreements on advertising materials of all kinds. with QS; they participate in the QS scheme via coordinators. The right to use the QS certificati- Utilisation fees on mark is awarded to them individually and on The fees charged to scheme participants, certifi- request by their coordinator. cation bodies and laboratories include the right to The QS certification mark may not be used use the QS certification mark. A separate licence without the advance written authorisation of QS fee is not charged. Corporate symbol The QS certification mark may only be used without the blue frame line by QS Qualität und Sicherheit GmbH and its subsidiaries. It serves the company as a corporate symbol. 4 Style guide for the QS certification mark 3. Authorisation to use the mark Advertising material, packaging material, writing paper and similar advertising means bearing the QS certification mark must be approved by QS Qualität und Sicherheit GmbH before going to print. With the signing of a scheme contract or framework agreement, scheme participants, certification bodies and laboratories are given this style Pantone 2935 C guide along with individual data for accessing the protected area of the QS website (www.q-s.de) Schwarz arkern. tätsstm ue vo m Ba Q ual-ida s Be e reserved for users of the mark. Printable data can be downloaded there by authorised users who want to display the QS certification mark on products, bills of delivery and accompanying do- Pantone 2935 C Metzger Fleischsalat 131 mm cuments or without direct reference to a product. Bundled businesses receive the print data and authorisations from their coordinators. The following applies to all other scheme participants: Pantone 9060 C Release process Prior to publication, drafts of printed media or screenshots of online communication are sent to QS Qualität und Sicherheit GmbH (please list the QS ID) for approval and release. Inquiries sent to After examination, the submitted drafts are Informative verification documentation with details of sizes facilitates release by QS. EAN: 111222333 [email protected] are processed quickly. approved for release by QS. If a draft does not EAN SC0: 111222333 comply with the requirements of this style guide or if information is missing, QS will request 44 mm rectification. 62 mm Authorised users must keep the release from QS on file. This applies in particular in cases where QS gives special permission, such as for the display of the QS certification mark in black and white. If requested to do so by QS or in the course of QS audits, scheme participants, certification bodies and laboratories must be able to provide evidence of their right to use the QS certification mark at all times by presenting the appropriate documents (scheme contract or framework agreement, utilisation approval from the coordinator, The obligation to have printed media and online communication material authorised in advance is intended to avoid the high costs of erroneous production. At the same time, strict monitoring of use of the mark is intended to ensure its uniform utilisation throughout the scheme and boost its recognisability in the market. authorisation or special permission from QS). Style guide for the QS certification mark 5 4. The QS certification mark The QS certification mark on fresh food signals to consumers that the requirements of the QS scheme were complied with on all stages of production and marketing. he arrow symbolises the alignment to T the common goal of consistent quality assurance for safe food all the way from farm to shop. The stages in the circle stand for the economic circles involved in the production and marketing of meat and meat products: the feed sector, agriculture, slaughtering/deboning, processing, food retail. With fruit, vegetables and potatoes, they represent production, wholesale and food retail. The circle symbolises the unity and solidarity of the economic circles involved in responsibility for the product. The abbreviation ‘QS’ stands for process Quality and food Safety. The term ‘Prüfsystem’ (inspection system) underscores the voluntary nature of participation in the scheme as opposed to the official sounding term ‘control’. The slogan ‘QS. Ihr Prüfsystem für Lebensmittel.‘ (QS. Quality scheme for food.) forms the relationship between the mark and the QS scheme. The blue frame line combines the circular symbol and logo into one unit, the QS certification mark. The QS certification mark has been a clear signal for fresh food from companies with certified processes for more than ten years now. It makes the comprehensive quality assurance from farm to shop visible, thus enabling a well-informed purchase decision. Quality assurance creates trust Regular surveys conducted among supermarket customers show that almost half of the respondents are acquainted with the blue QS certification mark. Almost 90 percent of those who know the mark give preference to a QS-labelled product rather than the same product without the certification mark. 6 Style guide for the QS certification mark 5. Correct presentation To further increase the level of awareness of the QS certification mark and its signal effect for foods with certified production and marketing processes, the uniform use of the mark throughout the scheme must be ensured. Colour variations The QS certification mark is always depicted in blue with a colour gradient. This Standard depiction guarantees a uniform appearance in the market and increases the recognition Full tone CMYK (Euroscale) RGB Pantone 2935 C C 100 % R 0 HKS 44 M 50 % G106 Y 0 % B179 15 mm value of the certification mark. K 0 % In justified exceptional cases, e.g. when the production process does not permit depiction in blue, the QS certification mark may be applied in the black and QS certification Minimum height mark with colour 15 mm gradient white version. The prerequisite for this is explicit approval by QS head office. Only allowed with explicit Size of depiction approval by QS The minimum height of depictions of the QS certification mark is 15 mm. If the size of the product packaging does not permit depiction at the prescribed minimum height (ultra small packaging), deviations from the minimum height can be allowed in exceptional cases. On request, QS head office will check to see whether special permission can be granted. < 15 mm There are no restrictions regarding the maximum height. When adjusting the size, the extension, compression and distortion of the QS certification mark must be avoided at all costs. Colour gradient QS certification Depiction smaller in b/w with colour than 15 mm gradient To ensure a uniform appearance throughout the market, the QS certification mark is always depicted with a colour gradient. This applies to the standard version in blue as well as approved use of the black and white version in exceptional circumstances. The certification mark may only be depicted without a colour gradient if the production process (screening, thermal transfer printing, embroidery, pad printing) does not permit the depiction of the colour gradient for technical reasons. The written approval of QS Qualität und Sicherheit QS certification QS certification GmbH has to be obtained in cases of this kind. mark without colour mark in b/w without gradient colour gradient Style guide for the QS certification mark 7 Languages Background colour The QS certification mark is fundamentally depic- The circle symbol and slogan ‘QS. Ihr Prüfsys- ted with the German slogan ‘QS. Ihr Prüfsystem tem für Lebensmittel.‘ are fundamentally placed für Lebensmittel.’ Depiction in other languages is on a white ground colour and separated from the permissible if the products, bills of delivery and background by a blue frame line. accompanying documentation, online communication, advertising material, packaging material, The frame line must be fully closed and visible in writing paper or other advertising means that front of the surrounding background. bear the QS certification mark are used primarily in another language area. The depiction of the certification mark in other languages requires the approval of QS head office. Obligation for approval of special Drafts of printed media and screenshots of solutions online communication have to be sent to QS as PDF files or as a link for inspection The right to depict the QS certification mark and release. in black and white, QS Qualität und Sicherheit GmbH smaller than the minimum height of 15 mm, Schedestraße 1-3 • 53113 Bonn without a colour gradient and E-Mail: [email protected] in another language The authorisation must be presented on requires the advance written authorisa- request e.g. in the course of an audit. tion of QS Qualität und Sicherheit GmbH. 8 Style guide for the QS certification mark 6. Use of the QS certification mark By applying the QS certification mark, producers and marketers confirm that they participate in the QS scheme and that they only produce and market the product in accordance with the requirements of the QS scheme. Only foods which have been produced and marketed right from the start by certified businesses in compliance with the QS requirements may bear the certification mark. In Feed QS addition to this, the scheme participant entitled to use it must be recognisable on each product. If the QS scheme participant chain from production to marketing is interrupted – e.g. because a business does not participate in the QS scheme, does not have valid certification at the time of delivery or is not eligible to QS deliver into the QS scheme – the QS certification mark may not be applied to the product. Agriculture Check eligibility of delivery As a scheme participant’s eligibility of delivery can QS Slaughtering/ Deboning QS lapse at any time, e.g. if an audit is not passed. The QS scheme participants along the supply chain are Production obliged to check the status of their suppliers with every delivery. Only in this way it can be ensured that the integrity of the supply chain is maintained. QS Processing Food retail Not a QS scheme participant Information on the eligibility of delivery can be Wholesale accessed under www.qs-plattform.de. QS Food retail Use of QS certification mark on the product. All involved are QS scheme participants. Style guide for the QS certification mark QS No use of QS certification mark on the product. The QS chain has been interrupted. 9 QS Display on products When displaying the QS certification mark on products and/or their outer packaging, it must be ensured that consumers are not misled in any way. The certification mark must be depicted in such covers other advertising claims about the pro- a way that the performances directly linked to duct or its properties. In combination with other QS are clearly recognisable. Deception of all (brand or offer) marks and other labels, the QS kinds must be avoided when the QS certification certification mark may not be falsified or altered mark is used simultaneously with other statem- in any other way. ents about the product. Neither may the certification mark be registered It must be ensured in particular that the impres- and entered as a component of a company’s own sion is not given that the QS certification also mark. Minimum requirements for QS labelling If express reference is made to QS on the product, e.g. in the commercial designation, the QS certification mark must be used. Qualitätsmarke - das Beste vom Bauern. The QS certification mark must be used on product packaging in such a way that consumers are not misled in any way regarding the performances involved. Metzger Wurstsalat (QS) ohne Zusatz von Konservierungsstoffen frei von Geschmacksverstärkern glutenfrei laktosefei THIS!* E NOT LIK * The QS certification mark is not an indication that the product is free of certain ingredients. 10 Style guide for the QS certification mark Use of the QS certification mark on convenience products When displaying the certification mark on composite (convenience) products, it must also be ensured that the relevant components within the product declaration are listed as ‘QS’. Convenience products often consist of several ingredients. The consumer must be able to clearly identify, which of the contained meat, fruit and/or vegetable constituents originate from QS certified businesses. Therefore additional regulations apply for the use of the QS certification mark. If the product is mentioned in the guidelines for meat and meat products contained in the German food code and/or the product has a meat proportion of over 50% (QS products as defined by the Quantitative Ingredient Declaration – QUID), then t he suffix ‘QS’ does not have to be included in the commercial designation and t he label does not have to be approved by QS head office A convenience product listed in the guidelines for meat and meat products contained in the German food code may bear the certification mark without any additional marking/ labelling in the commercial designation. If the product is not listed in the guidelines for meat and meat products contained in the German food code and t he product has a meat proportion of less than 50% (QS products as defined by QUID) (e.g. mixed salad with meat side dish and dressing), or t he product consists of fresh fruit and salad / vegetable mixtures with other non-QS ingredients (e.g. croutons, dressing, egg, tuna) then the suffix ‘QS’ has to be included in the commercial designation for each QS certified ingredient and the label must be approved by QS head office Style guide for the QS certification mark Convenience products not included in the guidelines for meat and meat products must bear the suffix ‘QS’ in the commercial designation. An asterisk solution (*;* = QS produce) can be used to indicate the QS ingredient in the list of ingredients. The label must be approved by QS head office prior to release. 11 7. Other use Authorised users can also use the QS certification mark for advertising purposes. Companies which participate in the QS scheme can use the QS certification mark to communicate and advertise their certification, the availability of foods with the QS certification mark or their commitment to safe food and support for the QS scheme. In commercial communication too, use of the QS certification mark is only possible as defined by this style guide. If a company is not eligible to deliver into the QS scheme – even if only temporarily – the mark may not be used. Accompanying documents, bills of delivery and other business papers The QS certification mark can be included in business documents to indicate QS certification. The area for which the company has QS certification must be indicated clearly. The mandatory labelling of goods from the QS scheme for traceability purposes on accompanying papers and delivery notes can be done in text form (suffix ‚QS‘) or by using the QS certification mark. Information on QS certification in online communication The QS certification mark can also be used in the internet or in e-mail communication under consideration of the same rules as those that apply in print communication. 12 Style guide for the QS certification mark Use at fresh meat counters When the QS certification mark is used in or at the fresh meat service counter as well as for bulk lots in the fruit and vegetables department, the unambiguous assignment to the relevant product must be assured. The customer must be able to identify, which assortments or products are produced and marketed in line with the requirements of the QS scheme When stocking the fresh meat service counter it must be assured, that QS-goods are clearly seperated from non-QS-goods. and therefore bear the QS certification mark. Advertising materials – flyers, customer leaflets and image brochures The QS certification mark can also be used in printed/online customer communication media. It must be clear which assortments and/or products are produced and marketed in line with the requirements of the QS scheme and which are not. When the QS certification mark is used in advertising flyers particular attention must be paid to the correct allocation to the illustrated product in order to avoid misleading the consumer. 17,99 € Roastbeef per kg 9,99 € 12,99 € Lamb gigot per kg Cod fillet THIS!* OT LIKE N per kg * The consumer must be able to clearly recognise which products bear the QS certification mark and which do not. Style guide for the QS certification mark 13 8. Incorrect and misleading presentation The QS certification mark cannot be altered. Individual elements such as the circle symbol or the slogan may not be used on their own, nor may any changes be made to the QS certification mark. HIS! ET NOT LIK Do not change the colour of the certification mark. QS. Ihr Prüfsystem für Lebensmittel. Do not change the design of the certification mark. 14 Do not change the background colour of the certification mark. RT E I Z I F I T R ZE Do not print over the certification mark. Do not distort the shape of the certification mark. Style guide for the QS certification mark 9. Point of contact We are pleased that you use the QS certification mark on products, bills of delivery and in your advertising. Do you have any questions? How can we help you? Swe Swe Dreesen Scheme contracts, use of certification mark Tel: +49 228 35068-222 Fax: +49 228 35068-16222 Oliver Thelen Authorised signatory / Deputy managing director, legal matters, scheme contracts, use of certification mark Tel: +49 228 35068-130 Fax: +49 228 35068-16130 E-Mail: [email protected] Stefan Martin Marketing and communication Tel: +49 228 35068-150 Fax: +49 228 35068-16150 E-Mail: [email protected] Style guide for the QS certification mark 15 QS Qualität und Sicherheit GmbH Managing Director: Dr. Hermann-Josef Nienhoff Schedestraße 1 – 3, 53113 Bonn As of: August 2014
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