BCI ON-PRODUCT MARK: USER GUIDE

Transcription

1 BCI ON-PRODUCT MARK: USER GUIDE

2 OUR MISSION The Better Cotton Initiative exists to make global cotton production better for the people who produce it, better for the environment it grows in and better for the sector s future. BCI works with a diverse range of stakeholders, connecting people and organisations across the cotton sector from field to store, to promote measurable and continuing improvements for the environment, farming communities and the economies of cotton-producing areas. BCI aims to transform cotton production worldwide by developing Better Cotton as a sustainable mainstream commodity.

3 CONTENTS THE BCI ON-PRODUCT MARK UNDER MASS BALANCE TRACEABILITY: ESSENTIAL READING...4 WHO CAN USE THE BCI ON-PRODUCT MARK?...5 THE BCI ON-PRODUCT MARK...6 ELEMENTS OF THE MARK...6 BACKGROUNDS...6 COLOUR...6 SIZE AND PROPORTIONS...6 CLEARANCE...6 THE TEXT CLAIM...7 TRANSLATIONS...7 PLACEMENT...7 DESIGN FILES...7 HOW TO USE THE ON-PRODUCT MARK...8 FOR THE SUPPLY CHAIN...8 FOR FINISHED PRODUCTS...8 FOR PROMOTIONAL MATERIALS AND OFF-PRODUCT...8 ELIGIBILITY CHECKLIST...8 SIGN OFF...9 HOW we ensure the mark remains credible...10 MONITORING...10 INCORRECT AND MISLEADING USAGE...10 TRADEMARK AGREEMENTS...10 ACCOMPANYING POLICIES...10 DISCLAIMER...11 SUPPORT AND CONTACT INFORMATION...12 ANNEX 1: TRADEMARK AGREEMENTS...13

4 THE BCI ON-PRODUCT MARK UNDER MASS BALANCE TRACEABILITY: ESSENTIAL READING The BCI on-product mark offers a way for BCI members to show their customers that they are committed to using responsibly sourced cotton: Better Cotton. We ve created certain guidelines in this document to ensure that the BCI on-product mark is used in a way which:» Protects the credibility of the standard, by never misleading the reader, over-claiming, or leaving a claim open to inaccurate interpretation.» Rewards those members who procure meaningful quantities of Better Cotton, and are committed to doing so in future.» Unifies the BCI message for readers across different products in different regions, creating a more consistent and more powerful message to begin raising the profile of Better Cotton. In a retail environment where eco-labels are becoming more and more commonplace and the customer needs guidance on which of these are truly credible, the BCI on-product mark can establish trust between the product and its source. To achieve this, we ve created guidelines within the boundaries of the current traceability system used by BCI: Mass Balance administration. Under this system, no absolute guarantee can be made that there is Better Cotton physically present in the finished product and in what quantity. This is why you will always hear us refer to products sourced as Better Cotton. All our claims use careful wording and industry-recognised good practice to ensure that the message focuses on the commitment of the BCI member to responsibly sourced cotton, and not the content of the product itself. This applies to our on-product mark, which this document covers, as well as our off-product claims, found in the BCI Claims Framework (at bettercotton.org/resources). Together, these two documents constitute the brand guidelines, rules and claims available for members wanting to talk about their commitment to BCI. For that reason, it is also very important that this document is read in its entirety, and that the users of the on-product mark fully understand the systems in place to share responsibility to never be misleading, and to always protect the credibility of the Better Cotton Standard System when communicating on-product. Of course, there is a rich catalogue of other marketing content available for our members to use and which can be found at bettercotton.org/resources. Using the BCI on-product mark is a powerful resource in this toolkit, and we hope our members will continue to use other content to tell the BCI story to their customers, again and always in a transparent and credible manner. The future guidelines for using our on-product mark may change as we move towards physical traceability for our members, and new guidance may be developed which also refers to the content of the product. However for the BCI on-product mark under Mass Balance traceability we look forward to seeing its use by members, helping to drive demand for Better Cotton worldwide. BCI s aim is to transform cotton production worldwide by developing Better Cotton as a mainstream commodity, making global cotton production better for the people who produce it, for the environment it grows in, and for the sector s future. The BCI on-product mark contributes to that mission, helping to influence the choices people make when buying the cotton products they use every day. 4

5 WHO CAN USE THE BCI ON-PRODUCT MARK? I m a BCI Supplier and Manufacturer member Can I put the BCI mark on bulk packaging for yarn, fabric bolts, or other non-finished products? Can I put the BCI mark on finished products to supply to retailers and brands? Can I ask our suppliers to put the BCI mark on finished products to be delivered to store? 1. Yes you can! See page 8 for Using the mark in the supply chain I m a BCI Retailer and Brand member Can we use the BCI mark on existing products in store? Can we use the BCI mark and/or other information about BCI on products? Is there other information about BCI we can use in other areas of the store to support sales? Yes! See page 8 for Using the mark on finished products I m a non-commercial BCI member I m not a BCI member, but I work with BCI members and want to show customers that my products are sourced as Better Cotton. You can still use the BCI mark. See page 8 for Using the BCI mark in promotional materials and off-product Our Claims Framework contains claims for non-members to indicate your business with Better Cotton. Contact us at comms@bettercotton.org or your Retailer or Brand customer for more information, or talk to us about becoming a member by ing membership@bettercotton.org. 5

6 THE BCI ON-PRODUCT MARK TM ELEMENTS OF THE MARK» Logo: this shape forms the graphic part of the mark and is the BCI corporate logo.» URL : The BCI website address must always be displayed in the form included in the mark.» TM: the mark must be directly accompanied by a TM mark. The letters TM indicate that this is a trademark. Registration of the trademark is pre-approved in a number of countries: see pages 10 and Annex 1 for complete information. BACKGROUNDS The BCI on-product mark will be used on hangtags, swing tags, other kimble tags, stickers, consumer packaging, catalogues, online product pages etc. This also includes catalogues, pricelists, and bulk packaging in a business to business context. This BCI on-product mark must not be used on care labels or neck labels. COLOUR WAYS The mark can be used in:» BCI green: R141 G198 B64, or C50 M1 Y98 K0, or Hex #8DC640, or Pantone Solid Coated 368 C» BCI grey: R118 G118 B118, or C55 M47 Y46 K12, or Hex #767676, or Pantone Solid Coated 424 C» Black: when the mark is printed in black it must be clearly visible, i.e. not used on an existing dark background.» White: for use on dark backgrounds. SIZE AND PROPORTIONS The minimum size for on-product applications of the mark is 25mm, measured from the left to the right hand side of the URL. Minimum size requirements for bulk packaging are 45mm, measured from the left to the right hand side of the URL. There is no maximum size restriction for display of the mark on-product or off-product. CLEARANCE The minimum clearance around every edge of the mark is the width of the letter I in BCI excluding the TM mark and the tail of the letter g in. 6

7 THE TEXT CLAIM When the mark is used on-product it must be accompanied by a BCI text claim, to explain and substantiate the mark for the reader. Five options are available:» Option 1 Thanks for supporting responsibly grown cotton.» Option 2 Thanks for supporting responsibly grown cotton, together with XXX [your company s name].» Option 3 Supporting Better Cotton farmers, protecting the environment, and working for global change.» Option 4 By buying cotton products from XXX [your company s name], you re supporting responsible cotton production through the Better Cotton Initiative.» Option 5 We partner with the Better Cotton Initiative to improve cotton farming globally. (These claims were designed with consideration for best practice as well as feedback received from our Brands and Retailers.) Translations: Any translations must be submitted to BCI before they can be used (see page 9 for Sign Off processes). Placement: the BCI text claim does not need to appear adjacent to the BCI mark, but must appear on the same tag, sticker, or packaging. DESIGN FILES The design files for the BCI on-product mark can be found at bettercotton.org/resources, under the Logo tab. Files are supplied in PNG and vector files. 7

8 HOW TO USE THE ON-PRODUCT MARK FOR THE SUPPLY CHAIN From yarn cones, to fabric bolts, to bulk packaging and more, we know that various actors in the Better Cotton supply chain need to indicate that their materials are sourced as Better Cotton in a business-to-business context. Follow the Eligibility and Sign Off processes below to use the mark in these circumstances. FOR FINISHED PRODUCTS An on-product mark is one of the most effective ways of indicating to a customer making a purchase decision that the product they are buying has used more responsibly sourced cotton. And when combined with other marketing such as in-store signage or online content, BCI members can build up a powerful story for the customers about the commitment they have made to Better Cotton. Follow the Eligibility and Sign Off processes below to use the mark for finished products. FOR PROMOTIONAL MATERIALS AND OFF-PRODUCT There are some instances where the mark might be a useful symbol to use in promotional materials and off-product, when communicating with similar customer audiences who will also be seeing the on-product mark. We encourage our members to reinforce the BCI message in the minds of the customer also by using the additional marketing content available on our website at /resources, such as farmers testimony from the field, our image library for members, facts and figures, and ready-to-use promotional artworks. ELIGIBILITY CHECKLIST There are three simple steps to establish whether you are eligible to use the on-product mark. You must: * Display the BCI logo and URL on your company website with a Membership Statement. This constitutes Level 1 of the BCI Claims Framework, found at bettercotton.org/resources, which also provides pre-approved Membership Statements. * Be procuring Better Cotton (in any quantity) evidenced through existing orders on the Better Cotton Tracer, and commit to increasing that quantity by 5% or more each year. 1 * Have a time-bound commitment for procuring more sustainable cotton as x% percentage of total cotton procurement published on your company website. 1 Our goal is to drive sourcing strategies for our members to keep procuring more and more Better Cotton, so please note that after two years (i.e. from January 2018) BCI will require a fixed minimum procurement of Better Cotton as x% of total cotton procurement (amount to be determined). Members not declaring this amount on the Tracer will not be able to use the logo after the initial two year period. 8

9 SIGN OFF If you think you can tick each box in the checklist above, you can write to us for sign off to use the on-product mark. 1. If you are a Retailer and Brand member using the mark for the first time, we will ask you to work with us in a one-off check of all BCI communications across all channels before using the on-product mark. Please send your complete artwork files including details of the background material(s), sizing and colour ways to the Communications Team at BCI: comms@bettercotton.org We will aim to sign off all artwork within a maximum of 10 working days (2 weeks) after we receive the complete artwork, and will work together with your staff if any amendments are needed. The mark must not be printed, published or displayed until sign off is complete. After the first 2 signed off artworks, you will no longer need to send artwork to the BCI Communications Team for sign off, and your use of the mark will be subject to BCI monitoring only (see page 10). 2. If you are a Supplier and Manufacturer member using the mark for the first time, follow the artwork sign off process above. You do not need to carry out the one-off check of all communications with BCI. 3. If you are a non-commercial BCI member (Associate member, Civil Society member, Producer Organisation, Strategic Partner, Implementing Partner, or Funding Partner), you do not need to seek approval for using the BCI on-product mark. 4. If you are any member wanting to use the text claim in a different language, please enquire with the Communications Team at BCI first whether a translation in your desired language already exists, by ing comms@bettercotton.org. If one does exist we will supply it for you. If one does not exist, please send your proposed translation to comms@bettercotton.org. We aim to sign off all new translations within a maximum of 20 working days (4 weeks) after we receive the complete proposed text, and will work together if any amendments are needed. The translation must not be printed, published or displayed until sign off is complete. You will only need to have a new translation signed off once, after which you will be able to use it in any artworks. 9

10 HOW WE ENSURE THE MARK REMAINS CREDIBLE MONITORING We monitor what BCI members claim in their marketing and communications about their commitment and involvement with the initiative. This monitoring allows us to: 1. Provide a clear steer to members on how to continuously improve their communications and support the mission of BCI. 2. Reassure all members that the credibility of the community remains intact at all times, by creating a standardised approach to any breaches of the membership requirements. Activities to implement our Monitoring Protocol for claims:» All web content is checked by BCI once per year for a calculated sample from each membership category.» Members communications are actively and regularly monitored by BCI.» Other members notify BCI where any false or questionable claims are suspected.» For on-product claims, Retailer and Brand declarations in the Better Cotton Tracer are also monitored. INCORRECT AND MISLEADING USAGE Our Monitoring Protocol also includes resolution procedures for suspensions and withdrawals for misuse: Warning: If communication is in breach of the Better Cotton Claims Framework. Suspension: When the communication is not retracted (or removed, in the case of onproduct) by the member within 30 days of receiving the formal warning. Expulsion: When the communication is not retracted (or removed, in the case of on-product claims) by the member within 60 days of the suspension TRADEMARK AGREEMENTS BCI owns the trademark of the BCI logo. For a full list of the countries and articles where the trademark is already registered, please see Annex 1, page 13. BCI reserves all rights in relation to these trademarks. Only BCI members may display the BCI on-product mark according to the guidelines and consent processes described in this document. Permission to use the mark does not transfer or license any intellectual property rights to others. The mark can only be used after the eligibility and sign off processes have been fully satisfied. Unauthorised display of the mark will be treated as trademark infringement, and BCI reserves the right to take legal action against any party that reproduces or copies the BCI mark without authorisation. ACCOMPANYING POLICIES The use of the on-product mark is considered to be a BCI sustainability claim, and therefore falls under the same governing policies as our Claims Framework, which offers off-product claims and messaging. Our Claims Framework can be found at bettercotton.org/resources. These governing policies are: The BCI Code of Practice Specifically items: 1.4 Members do not make any misleading or unsubstantiated claims about the production, procurement or use of Better Cotton, nor about the impact associated with Better Cotton. a. Members help BCI to monitor for false claims and other risks to BCI s integrity and credibility. 10

11 The BCI Terms of Membership Specifically named violations: 1.0 Practice contradicting the spirit of BCI, its mission, aims and strategic principles. 1.1 Endangering the interests of the reputation of the Better Cotton Initiative and of Better Cotton. 1.2 False representation of BCI and Better Cotton. 1.3 Making misleading or unsubstantiated claims about the production, procurement or use of Better Cotton, and the impact associated with it. BCI Monitoring Protocol Always refer to these documents to ensure that the context in which you want to use any claim, including the on-product mark, is not in breach of your agreed conduct as a member. DISCLAIMER BCI has carried out due diligence to identify the legal regulations in countries where we anticipate the BCI on-product mark will be used, and we have built this guidance document in line with these findings. Every effort has been made to avoid inadvertently allowing an illegal claim, however it is the responsibility of the BCI member using the mark to check that it is legally permitted for their proposed use. 11

12 SUPPORT AND CONTACT INFORMATION If you have any questions or concerns about the use of the BCI on-product mark, please do not hesitate to contact us, the BCI Communications Team: The Policies which accompany the BCI on-product mark can be found at: bettercotton.org/policies This document and more marketing content, including our Claims Framework, can be found at bettercotton.org/resources The ISEAL Alliance Sustainability Claims Good Practice Guide can be found at isealallliance.org, offering industry best practice guidance for businesses using claims both on- and off- product, and a range of other materials including explainer videos and Q&A. Use these materials to help your staff understand credible claims. 12

13 ANNEX 1: TRADEMARK AGREEMENTS Countries where and articles under which the BCI logo is registered as a protected trademark: Registered in Switzerland holding Swiss trademark n under classes: 16 / 20 / 23 / 25 / 27 / 41 / 42 Protection via WIPO Madrid System to: European Union USA South Korea Japan China 13