Fairtrade Mark

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Brand Guidelines

2019

Brand Summary

Mission

Fairtrade’s vision is for a world in which all producers can enjoy secure and sustainable livelihoods, fulfil their potential and decide on their future. The aspiration is to transform global trade by promoting fairer trading conditions and positioning Fairtrade as the guiding light for sustainable development, touching more lives more deeply than any other ethical certification scheme [^1].

Core Values

Action
Integrity
Respect
Challenge
Optimism

Target Audience

Farmers, workers, producers in developing countries, and consumers who are supportive of fairer trading conditions and ethical certification [^2].

Personality Traits

Empowerment
Honesty
Trustworthiness
Dignity
Understanding
Innovation
Enthusiasm

Visual Identity Overview

The visual identity centers on the FAIRTRADE Mark, a globally recognized certification symbol. The Mark uses specific colors (Leaf Green, Sky Blue, Rich Black, White), must be clearly visible, and is designed to be independent from brand logos. Packaging and promotional materials emphasize clarity, vibrancy, and educational messaging, with strict rules for logo placement, color usage, and size to protect the Mark’s integrity [^3].

Categories

Brand Imagery

The image should feature a natural outdoor setting with lush greenery, bushes, and trees in the background under natural daylight, indicating a farm or garden environment. In the foreground, there should be a branch of a coffee plant with ripe, red coffee cherries and large green leaves. Two people with blurred faces should be present: one with curly black hair wearing a blue shirt and the other with white hair, wearing a white cowboy hat and light-colored shirt, engaging in conversation or observation of the coffee plant. The image must include bold, prominent text at the top reading ‘FAIRTRADE MARK GUIDELINES’ in white capital letters on a bright green background. Additionally, there should be a circular green label in the upper right corner with white text stating, ‘USE COMPULSORY These guidelines are part of a wider set of measures to ensure Fairtrade premiums are used’. The overall composition should be vibrant, clear, and educational, emphasizing Fairtrade practices.
The image depicts a person standing outdoors with arms crossed. The individual has short, multi-colored hair with shades of black, red, and gray. Their face is blurred, obscuring facial features. They are wearing a long-sleeved, dark gray or black top with a black pocket on the left side and a patterned scarf draped around their neck, featuring a mix of beige, brown, and dark hues with a zebra or animal print pattern. The person has a dark bracelet or watch on their right wrist. The background shows a building with a wooden roof, a window with decorative metal bars, and a turquoise-colored door or wall section, indicating a residential or modest commercial setting. The setting is outdoors, and the lighting appears natural, suggesting daytime. The overall scene communicates confidence or authority through the person’s posture and stance, with a neutral to slightly serious expression, though their face is obscured.
The image depicts two children with blurred faces sitting at a table, holding a large, colorful sign that reads ‘WORLD FAIRTRADE CHALLENGE’ with hashtags and additional text including ‘FAIRTRADE BREAKFAST’ and a date of ‘11 MAY 2018’. The child on the left is wearing a light-colored shirt decorated with small, colorful bird illustrations, while the child on the right is wearing a light blue shirt and is holding a bouquet of bright pink flowers in a transparent glass vase. The background features pastel-colored balloons in shades of blue, green, purple, and pink, creating a festive atmosphere. The table is covered with a light blue cloth and has various items placed on it: two plates with desserts, one with a chocolate cake topped with red berries and the other with powdered sugar-dusted sweets; two small cups with saucers, and a small red decorative item resembling a pair of hearts. The overall scene suggests a celebration or event related to fair trade awareness or promotion.
The image should depict a circular diagram connecting four key elements: the producer, consumer, product, and community. The producer is represented by a person in a lush, green agricultural setting, holding a handful of ripe coffee cherries, with their face blurred for anonymity. The product is illustrated by a bag of medium roast fairtrade coffee labeled ‘BRAND,’ positioned centrally at the bottom of the circle. The consumer is shown as two individuals engaging in a conversation, with one person holding a cup of coffee directed toward the other, both having their faces blurred, in an indoor setting. The community is represented by three people in an outdoor marketplace, smiling and shaking hands or interacting positively, with their faces blurred for privacy. Pink arrows connect these elements in a circular flow, illustrating the cycle from producer to community, then to consumer, and back to the product, emphasizing the sustainability and interconnectedness of coffee production and consumption.

Color Palette

It’s strongly recommended to use the colour version of the FAIRTRADE Mark. When using the colour version of the FAIRTRADE Mark, the colours specified here must be used. Accurate representation of these colours is crucial to enhancing consumer recognition of the FAIRTRADE Mark on packaging.
If a brand or sub-brand is new and is being newly developed (eg for a Fairtrade product range or for other purposes), colours that are equal or too similar to Leaf Green or Sky Blue must not be used on packaging or promotional materials, in order to protect the integrity of the Mark as a certification mark. If the brand already uses greens and blues, including colours that are close to Leaf Green or Sky Blue, the black & white version of the Mark must be used.
Where colour restrictions apply, the black & white version of rhe Mark may also be used.
Colours may vary depending on paper stock and printer. Please match colours as closely as possible to PMS coated swatches.
Sky Blue CMYK 79. 0. 7. 0 Pantone 306 C, 306 U RGB 0. 185. 228 HTML 00B9E4
Leaf Green CMYK 28. 0. 92. 0 Pantone 382 C, 380 U RGB 190. 214. 0 HTML BED600
White CMYK 0.0.0.0 Pantone N/A RGB 255.255.255 HTML #FFFFFF
Rich Black CMYK 50. 50. 50. 100 Pantone Process Black C, Black U RGB 30. 30. 30 HTML 1E1E1E
When brand or defining packaging colours are similar to the FAIRTRADE Mark colours, the full colour Mark must not be used, the black & white version is to be used instead. The exact Mark colours Fairtrade Leaf Green and Fairtrade Sky Blue must not be included in the brand or sub-brand or used as the defining colour of the packaging (for more, see page 13).
The Mark must be reproduced accurately and clearly using the correct colour references (see page 13). Only the Mark files Mark provided by Fairtrade are to be used, without alterations.
The Mark must be reproduced accurately and clearly using the correct colour references (see page 13). Only the files of the Mark provided by Fairtrade are to be used, without alterations.

Typography

The words FAIRTRADE and MAX HAVELAAR where applicable must be legible.
The typeface may be Arial or Arial Narrow, depending on the country name. The size of the type may be adjusted to fit. The type colour must be black or a dark tone of grey.
The typeface for the country name and the FLO-ID may be Arial or Arial Narrow, depending on the country name. The size of the type may be adjusted to fit. The type colour must be black or a dark tone of grey.

Logo Usage

The Mark must not be altered, copied, reproduced or otherwise used without receiving prior written permission from Fairtrade International or its designated sub-licensing bodies (National Fairtrade Organizations -NFOs).
To preserve the visual independence of the FAIRTRADE Mark when sitting next to text or graphics, a clear space must be maintained around the Mark which is equal to half the width of the Mark, defined as X.
To ensure that the impact of the Mark is not diminished by other design elements or logos, no text or graphic must touch the Mark or enter the clear space. The Mark must remain uncluttered. It must not be integrated into any other image, text or graphic, even if the clear space is respected.
When space is limited, eg on small packs, tags or labels, the minimum clear space may be reduced to the width of 1 /4 X.
It’s strongly recommended to use the colour version of the FAIRTRADE Mark. When using the colour version of the FAIRTRADE Mark, the colours specified here must be used. Accurate representation of these colours is crucial to enhancing consumer recognition of the FAIRTRADE Mark on packaging.
If a brand or sub-brand is new and is being newly developed (eg for a Fairtrade product range or for other purposes), colours that are equal or too similar to Leaf Green or Sky Blue must not be used on packaging or promotional materials, in order to protect the integrity of the Mark as a certification mark.
If the brand already uses greens and blues, including colours that are close to Leaf Green or Sky Blue, the black & white version of the Mark must be used.
Where colour restrictions apply, the black & white version of rhe Mark may also be used.
Colours may vary depending on paper stock and printer. Please match colours as closely as possible to PMS coated swatches.
The FAIRTRADE Mark is available in colour and black & white versions. The full colour version of the Mark is the most recognised and is strongly recommended. If production challenges present themselves with the colour version of the Mark or when design considerations apply, the black & white version may be used.
If the brand product colours were already similar to Fairtrade’s colours before the Mark was ever applied to them, the black & white version must be used (see previous page).
When printing the Mark onto a coloured or transparent substrate, the white keyline and FAIRTRADE wordmark must be printed in white as a spot colour.
The FAIRTRADE Mark files provided by Fairtrade International are the only versions that can be used. Use of any other colours or adaptations is not allowed.
The arrow attached to the FAIRTRADE Mark indicates to consumers to look for more information about the labelled product on back or side of the packaging, where the arrow will be repeated.
It might not always be possible to print the FAIRTRADE Mark in full colour, for example when printing is restricted to one colour or when printing onto rough or absorbent surfaces like shipping boxes or textiles.
The Black Mark and White Mark have been created as an exception when the overall printing is restricted to one colour and that colour is black or white. Use of the full colour version of the Mark is still strongly recommended, whenever possible.
The Black Mark and the White Mark may only be printed in black and in white. They are not allowed to be printed in any other colour.
Both Marks may be printed on a coloured, preferably neutral background provided there is sufficient contrast between the background colour and all the elements of the Mark. The Mark must not be printed onto patterns, busy backgrounds or bright background colours.
The Mark must never be altered, recreated or distorted in any way.
The Mark has a registered trademark symbol®, which must always appear and is now positioned inside the black rectangle instead of outside.
The FAIRTRADE Mark files provided by Fairtrade International are the only versions that can be used.
Please make sure to use the most recent version of the Mark. The Mark has been updated in 2018 and all previous versions of the Mark must be replaced by 2020.
Do not use old versions of the Mark with a black keyline inside the roundel (discontinued since 01 /2011)
The colours, type and trademark symbol must never be changed
The Mark must not be stretched or skewed out of proportion or have rounded edges
The Mark must not be reproduced in any single colour other than black or white
The Mark must always be shown in an upright position and never tilted. Only exception: When all of the layout is tilted in the same direction
The Mark must not be framed nor incorporated into a design, no elements must be added to it
The Mark must not be changed in any way to fit a shape or design
Do not remove any elements from the Mark
The FAIRTRADE Mark, including the registered trademark symbol®, must always be clearly visible and not be obscured by any other graphic or background pattern. When printing the Mark against a background other than white, the Mark’s white keyline must not be removed and the registered symbol must be legible.
The appropriate use of the Mark on different backgrounds should result in the highest possible contrast between the Mark, the registered trademark symbol ® and the background.
If the Mark is used against an extremely busy background, an even border must be added to surround the Mark. The border should be half of the minimum clear space (1/4 X, see page 12) and can be a solid white or white with degrees of transparency to achieve maximum effect. The border can also be black, but no other colours are allowed.
The FAIRTRADE Mark must be used in a size that is in proportion with the size of the packaging or promotional item. This size guide has been designed to support selection of the correct size of the Mark on these items. It must be used as a guide to the recommended maximum and minimum size of the Mark allowed on different packaging or promotional item sizes. The minimum sizes shown on this page aim to ensure reproduction and appropriate scale of the Mark. For certain products or promotions, the sizing may differ from the matrix presented here. When this is the case, an average can be used.
To ensure legibility, extra care must be taken when producing the FAIRTRADE Mark in small sizes. As a guide, the Mark should not be reproduced in sizes smaller than 7 mm wide for printed materials, providing the type is still legible.
The width of the Mark is measured from edge to edge, including the white keyline, see page 12.
When placing the FAIRTRADE Mark on product packaging, it is important that consumers are clear about the role of the Mark in relation to the branding.
The FAIRTRADE Mark must be placed on the front face of the product, clearly visible to consumers at point of sale.
The Fairtrade Claim can be placed next to the Mark or on back or side of pack.
The FAIRTRADE Mark must be ’laced on the front face of the product, clearly visible to consumers at point of sale.
The Mark arrow (compulsory). If it’s not possible to insert the arrow from the Mark, a generic arrow or a triangle pointing to the Fairtrade Claim is allowed.
The FAIRTRADE Mark must appear on the front of the pack together with the brand.
Packaging artwork must be approved by Fairtrade as part of the design and production process.
When placing the FAIRTRADE Mark on product packaging, it is compulsory to also show the brand and product title/descriptor on the front of the pack. A clear hierarchy must always be maintained between the Mark and the brand. The Mark must not be placed in such a way that it could be misinterpreted as belonging to any company or organisation other than Fairtrade International or its members.
The brand should always be larger or at least more prominent than the Mark, which should ideally be positioned near the bottom of the pack, away from the brand. The two must be independent of each other and it is not permitted to use Fairtrade or the name of a National Fairtrade Organization (NFO) as part of the product’s brand name. The FAIRTRADE Mark must never appear on unbranded retail products.
The Mark must be placed on the front of the pack, away from the brand
The Mark must not be more prominent than the brand or identity
The Mark must not appear on unbranded retail products
The FAIRTRADE Mark must always be placed on the front of the pack and be visible to the consumer when the product is viewed from the front. When positioning the Mark, the brand hierarchy rules must be followed.
The Mark must be less prominent than the brand and positioned away from it. It should be placed in the bottom left or right corner of the pack and may also be centred horizontally.
If the product is to be merchandised in a shelf tray or counter display unit, this must be taken into account in positioning the Mark. In case the Mark is obscured by the shelf tray or unit, it must be re-positioned or an additional Mark must be placed on the shelf tray or counter display unit.
When positioning the Mark on the pack, a minimum of 5 mm should always be maintained between the Mark and the edge of the pack (A), or any seals, seams or creasing lines, to allow for production tolerances. The minimum clear space (1/2 X) applies to the other sides of the Mark (B), see page 12.
All versions of the Mark have the registered certification mark symbol®, which must not be moved or deleted.
Products displayed or sold as Fairtrade certified must have a FAIRTRADE Mark. The full colour version of the Mark is recommended. Page 13.
The Mark must be placed on the front face of the packaging or product and be visible to the consumer. The Mark should preferably be positioned near the left or right bottom edge or corner. Pages 25 and 26.
The Mark must always appear as an independent product certification mark. It is not to be confused with the brand name or identity. It must be less prominent than the brand and positioned away from it. Pages 25 and 26.
The Mark must be used at a size that is in proportion with the size of the packaging and the other elements on the front face. Pages 21 and 22.
And remember, never alter the FAIRTRADE Mark, no elements may be subtracted or added.

Tone And Messaging

Fairtrade’s vision is for a world in which all producers can enjoy secure and sustainable livelihoods, fulfil their potential and decide on their future.
Our aspiration is to transform global trade by promoting fairer trading conditions. To achieve this, Fairtrade will be positioned as the guiding light for sustainable development, touching more lives more deeply than any other ethical certification scheme.
Fairtrade is a global Organization working to secure a better deal for farmers and workers.
Fairtrade believes that trade can be a fundamental driver of poverty reduction and greater sustainable development, but only if it is managed for that purpose, with greater equity and transparency than is currently the norm.
People can overcome disadvantage and marginalisation if they are empowered to take more control over their work and their lives, if they are better organised, resourced and supported, and can gain access to mainstream markets under fair trading conditions.
Fairtrade also believes that people, businesses and civil society institutions in the developed world are supportive of trading in this way. This is particularly the case when they understand the needs of producers and the opportunities that Fairtrade offers to change and improve their situation.
Fairtrade’s work is driven by informed consumer choices, and the desire of businesses to meet the expectations of their customers, both of which provide crucial support for wider campaigning to reform international trade rules and create a fairer economic system.
We are creating more ways to work with Fairtrade and deepen our impact and reach, as well as strengthening brand recognition. This also means providing more transparency for our consumers about the composition of the Fairtrade products they purchase.
Fairtrade’s work is about empowerment. Fairtrade values sit at the heart of the Organization to drive decision-making and actions.
Action Integrity Respect Challenge Optimism
We get the right things done, efficiently and effectively. Our focus and determination are evident in the practical ways we deliver services to achieve maximum impact for people and communities.
To nurture and promote fairness and justice in trade, we are honest, trustworthy and transparent, operating to the highest ethical standards with absolute integrity.
We treat everyone with dignity and understanding. We value the diversity of our own people and those with whom we relate.
We strive to dramatically increase the impact of our work. We set the agenda for fairness in trade by creating benchmarks, encouraging innovation and community involvement.
We believe we can make life better. We cultivate ideas, seek out opportunities and face the future with enthusiasm.
The Mark represents a message of impact and empowerment of producers, helping them to create better lives for their families and communities. It is important to use it correctly.

Brand Values

Fairtrade’s values are Creating shared belief Fairtrade’s work is about empowerment. Fairtrade values sit at the heart of the Organization to drive decision-making and actions. Action Integrity Respect Challenge Optimism Action We get the right things done, efficiently and effectively. Our focus and determination are evident in the practical ways we deliver services to achieve maximum impact for people and communities. Integrity To nurture and promote fairness and justice in trade, we are honest, trustworthy and transparent, operating to the highest ethical standards with absolute integrity. Respect We treat everyone with dignity and understanding. We value the diversity of our own people and those with whom we relate. Challenge We strive to dramatically increase the impact of our work. We set the agenda for fairness in trade by creating benchmarks, encouraging innovation and community involvement. Optimism We believe we can make life better. We cultivate ideas, seek out opportunities and face the future with enthusiasm.

Visual Style

To preserve the visual independence of the FAIRTRADE Mark when sitting next to text or graphics, a clear space must be maintained around the Mark which is equal to half the width of the Mark, defined as X.
To ensure that the impact of the Mark is not diminished by other design elements or logos, no text or graphic must touch the Mark or enter the clear space. The Mark must remain uncluttered. It must not be integrated into any other image, text or graphic, even if the clear space is respected.
When space is limited, eg on small packs, tags or labels, the minimum clear space may be reduced to the width of 1 /4 X.
It’s strongly recommended to use the colour version of the FAIRTRADE Mark. When using the colour version of the FAIRTRADE Mark, the colours specified here must be used. Accurate representation of these colours is crucial to enhancing consumer recognition of the FAIRTRADE Mark on packaging.
If a brand or sub-brand is new and is being newly developed (eg for a Fairtrade product range or for other purposes), colours that are equal or too similar to Leaf Green or Sky Blue must not be used on packaging or promotional materials, in order to protect the integrity of the Mark as a certification mark. If the brand already uses greens and blues, including colours that are close to Leaf Green or Sky Blue, the black & white version of the Mark must be used.
Where colour restrictions apply, the black & white version of rhe Mark may also be used.
Colours may vary depending on paper stock and printer. Please match colours as closely as possible to PMS coated swatches.
Sky Blue CMYK 79. 0. 7. 0 Pantone 306 C, 306 U RGB 0. 185. 228 HTML 00B9E4
Leaf Green CMYK 28. 0. 92. 0 Pantone 382 C, 380 U RGB 190. 214. 0 HTML BED600
White CMYK 0.0.0.0 Pantone N/A RGB 255.255.255 HTML #FFFFFF
Rich Black CMYK 50. 50. 50. 100 Pantone Process Black C, Black U RGB 30. 30. 30 HTML 1E1E1E
The FAIRTRADE Mark is available in colour and black & white versions. The full colour version of the Mark is the most recognised and is strongly recommended. If production challenges present themselves with the colour version of the Mark or when design considerations apply, the black & white version may be used. If the brand product colours were already similar to Fairtrade’s colours before the Mark was ever applied to them, the black & white version must be used (see previous page).
When printing the Mark onto a coloured or transparent substrate, the white keyline and FAIRTRADE wordmark must be printed in white as a spot colour.
The FAIRTRADE Mark files provided by Fairtrade International are the only versions that can be used. Use of any other colours or adaptations is not allowed.
The Black Mark and White Mark have been created as an exception when the overall printing is restricted to one colour and that colour is black or white. Use of the full colour version of the Mark is still strongly recommended, whenever possible.
The Black Mark and the White Mark may only be printed in black and in white. They are not allowed to be printed in any other colour.
Both Marks may be printed on a coloured, preferably neutral background provided there is sufficient contrast between the background colour and all the elements of the Mark. The Mark must not be printed onto patterns, busy backgrounds or bright background colours.
The Mark must never be altered, recreated or distorted in any way.
The Mark has a registered trademark symbol®, which must always appear and is now positioned inside the black rectangle instead of outside.
The FAIRTRADE Mark files provided by Fairtrade International are the only versions that can be used.
Please make sure to use the most recent version of the Mark. The Mark has been updated in 2018 and all previous versions of the Mark must be replaced by 2020.
Do not use old versions of the Mark with a black keyline inside the roundel (discontinued since 01 /2011)
The colours, type and trademark symbol must never be changed
The Mark must not be stretched or skewed out of proportion or have rounded edges
The Mark must not be reproduced in any single colour other than black or white
The Mark must always be shown in an upright position and never tilted. Only exception: When all of the layout is tilted in the same direction
The Mark must not be framed nor incorporated into a design, no elements must be added to it
The Mark must not be changed in any way to fit a shape or design
Do not remove any elements from the Mark
The FAIRTRADE Mark, including the registered trademark symbol®, must always be clearly visible and not be obscured by any other graphic or background pattern. When printing the Mark against a background other than white, the Mark’s white keyline must not be removed and the registered symbol must be legible.
The appropriate use of the Mark on different backgrounds should result in the highest possible contrast between the Mark, the registered trademark symbol ® and the background.
If the Mark is used against an extremely busy background, an even border must be added to surround the Mark. The border should be half of the minimum clear space (1/4 X, see page 12) and can be a solid white or white with degrees of transparency to achieve maximum effect. The border can also be black, but no other colours are allowed.
The FAIRTRADE Mark must be used in a size that is in proportion with the size of the packaging or promotional item. This size guide has been designed to support selection of the correct size of the Mark on these items. It must be used as a guide to the recommended maximum and minimum size of the Mark allowed on different packaging or promotional item sizes. The minimum sizes shown on this page aim to ensure reproduction and appropriate scale of the Mark. For certain products or promotions, the sizing may differ from the matrix presented here. When this is the case, an average can be used.
To ensure legibility, extra care must be taken when producing the FAIRTRADE Mark in small sizes. As a guide, the Mark should not be reproduced in sizes smaller than 7 mm wide for printed materials, providing the type is still legible.
The width of the Mark is measured from edge to edge, including the white keyline, see page 12.
A4: 21 mm A5: 17 mm A6: 15 mm A7: 13 mm A8: 11 mm Min: 7 mm
The Mark must be placed on the front of the pack, away from the brand
The Mark must not be more prominent than the brand or identity
The Mark must not appear on unbranded retail products
The FAIRTRADE Mark must always be placed on the front of the pack and be visible to the consumer when the product is viewed from the front. When positioning the Mark, the brand hierarchy rules must be followed.
The Mark must be less prominent than the brand and positioned away from it. It should be placed in the bottom left or right corner of the pack and may also be centred horizontally.
If the product is to be merchandised in a shelf tray or counter display unit, this must be taken into account in positioning the Mark. In case the Mark is obscured by the shelf tray or unit, it must be re-positioned or an additional Mark must be placed on the shelf tray or counter display unit.
When positioning the Mark on the pack, a minimum of 5 mm should always be maintained between the Mark and the edge of the pack (A), or any seals, seams or creasing lines, to allow for production tolerances. The minimum clear space (1/2 X) applies to the other sides of the Mark (B), see page 12.
All versions of the Mark have the registered certification mark symbol®, which must not be moved or deleted.

Layout And Composition

To preserve the visual independence of the FAIRTRADE Mark when sitting next to text or graphics, a clear space must be maintained around the Mark which is equal to half the width of the Mark, defined as X.
To ensure that the impact of the Mark is not diminished by other design elements or logos, no text or graphic must touch the Mark or enter the clear space. The Mark must remain uncluttered. It must not be integrated into any other image, text or graphic, even if the clear space is respected.
When space is limited, eg on small packs, tags or labels, the minimum clear space may be reduced to the width of 1 /4 X.
The clear space must take the arrow into consideration, so that the clear space begins to its right.
The FAIRTRADE Mark, including the registered trademark symbol®, must always be clearly visible and not be obscured by any other graphic or background pattern. When printing the Mark against a background other than white, the Mark’s white keyline must not be removed and the registered symbol must be legible.
The appropriate use of the Mark on different backgrounds should result in the highest possible contrast between the Mark, the registered trademark symbol ® and the background.
If the Mark is used against an extremely busy background, an even border must be added to surround the Mark. The border should be half of the minimum clear space (1/4 X, see page 12) and can be a solid white or white with degrees of transparency to achieve maximum effect. The border can also be black, but no other colours are allowed.
The FAIRTRADE Mark must be used in a size that is in proportion with the size of the packaging or promotional item. This size guide has been designed to support selection of the correct size of the Mark on these items. It must be used as a guide to the recommended maximum and minimum size of the Mark allowed on different packaging or promotional item sizes.
To ensure legibility, extra care must be taken when producing the FAIRTRADE Mark in small sizes. As a guide, the Mark should not be reproduced in sizes smaller than 7 mm wide for printed materials, providing the type is still legible.
The width of the Mark is measured from edge to edge, including the white keyline, see page 12.
A minimum of 5 mm should always be maintained between the Mark and the edge of the pack (A), or any seals, seams or creasing lines, to allow for production tolerances. The minimum clear space (1/2 X) applies to the other sides of the Mark (B), see page 12.
When placing the FAIRTRADE Mark on product packaging, it is compulsory to also show the brand and product title/descriptor on the front of the pack. A clear hierarchy must always be maintained between the Mark and the brand. The Mark must not be placed in such a way that it could be misinterpreted as belonging to any company or organisation other than Fairtrade International or its members.
The brand should always be larger or at least more prominent than the Mark, which should ideally be positioned near the bottom of the pack, away from the brand. The two must be independent of each other and it is not permitted to use Fairtrade or the name of a National Fairtrade Organization (NFO) as part of the product’s brand name. The FAIRTRADE Mark must never appear on unbranded retail products.
The Mark must be less prominent than the brand and positioned away from it. It should be placed in the bottom left or right corner of the pack and may also be centred horizontally.
If the product is to be merchandised in a shelf tray or counter display unit, this must be taken into account in positioning the Mark. In case the Mark is obscured by the shelf tray or unit, it must be re-positioned or an additional Mark must be placed on the shelf tray or counter display unit.
On round or cylindrical objects, it is allowed to move the Mark half out of the line of vision but at least half of the Mark must always be seen when the pack is viewed from the front.
On packs or boxes with multiple faces, the Mark must appear on any side of the packaging that can be regarded as the front of the pack, respecting the size guide on page 22.
When positioning the Mark on the pack, a minimum of 5 mm should always be maintained between the Mark and the edge of the pack (A), or any seals, seams or creasing lines, to allow for production tolerances. The minimum clear space (1/2 X) applies to the other sides of the Mark (B), see page 12.
All versions of the Mark have the registered certification mark symbol®, which must not be moved or deleted.
Products displayed or sold as Fairtrade certified must have a FAIRTRADE Mark. The full colour version of the Mark is recommended. Page 13.
The Mark must be placed on the front face of the packaging or product and be visible to the consumer. The Mark should preferably be positioned near the left or right bottom edge or corner. Pages 25 and 26.
The Mark must always appear as an independent product certification mark. It is not to be confused with the brand name or identity. It must be less prominent than the brand and positioned away from it. Pages 25 and 26.
The Mark must be used at a size that is in proportion with the size of the packaging and the other elements on the front face. Pages 21 and 22.
And remember, never alter the FAIRTRADE Mark, no elements may be subtracted or added.

Packaging Design

The FAIRTRADE Mark must be placed on the front face of the product, clearly visible to consumers at point of sale.
The Fairtrade Claim can be placed next to the Mark or on back or side of pack.
Brand (compulsory)
Sub-brand (optional)
Product title (compulsory)
Product descriptor (optional)
FAIRTRADE Mark (compulsory)
Fairtrade Claim, including website (compulsory).
The FAIRTRADE Mark must be ’laced on the front face of the product, clearly visible to consumers at point of sale.
@ (compulsory) Fairtrade Claim, including website
Mark arrow (compulsory)
If it’s not possible to insert the arrow from the Mark, a generic arrow or a triangle pointing to the Fairtrade Claim is allowed.
The FAIRTRADE Mark must appear on the front of the pack together with the brand. The Fairtrade ingredients and the Fairtrade Claim must appear on the side of the pack that has the ingredient information. The Fairtrade Claim must be placed on any packaged consumer product that is Fairtrade certified. The use of the Fairtrade website in the Claim is also compulsory.
A Fairtrade NFO licensee reference code or producer FLO ID are compulsory for certain products and markets, please ask your NFO or FI.
For example in the UK only, the NFO reference code “FFL code” is compulsory when the licensee is not the brand owner.
Packaging artwork must be approved by Fairtrade as part of the design and production process.
Promotion cannot take place before a product is registered with the licensing body and the packaging has been approved.
When placing the FAIRTRADE Mark on product packaging, it is compulsory to also show the brand and product title/descriptor on the front of the pack. A clear hierarchy must always be maintained between the Mark and the brand. The Mark must not be placed in such a way that it could be misinterpreted as belonging to any company or organisation other than Fairtrade International or its members.
The brand should always be larger or at least more prominent than the Mark, which should ideally be positioned near the bottom of the pack, away from the brand. The two must be independent of each other and it is not permitted to use Fairtrade or the name of a National Fairtrade Organization (NFO) as part of the product’s brand name. The FAIRTRADE Mark must never appear on unbranded retail products.
The Mark must be placed on the front of the pack, away from the brand
The Mark must not be more prominent than the brand or identity
The Mark must not appear on unbranded retail products
The FAIRTRADE Mark must always be placed on the front of the pack and be visible to the consumer when the product is viewed from the front. When positioning the Mark, the brand hierarchy rules must be followed.
The Mark must be less prominent than the brand and positioned away from it. It should be placed in the bottom left or right corner of the pack and may also be centred horizontally.
If the product is to be merchandised in a shelf tray or counter display unit, this must be taken into account in positioning the Mark. In case the Mark is obscured by the shelf tray or unit, it must be re-positioned or an additional Mark must be placed on the shelf tray or counter display unit.
When the FAIRTRADE Mark is on the front of the pack, an additional FAIRTRADE Mark may be placed on the back of the packaging next to the Fairtrade Claim.
The Mark should preferably be positioned in the bottom left or right corner, or centred horizontally
On round or cylindrical objects, it is allowed to move the Mark half out of the line of vision but at least half of the Mark must always be seen when the pack is viewed from the front
On packs or boxes with multiple faces, the Mark must appear on any side of the packaging that can be regarded as the front of the pack, respecting the size guide on page 22
When positioning the Mark on the pack, a minimum of 5 mm should always be maintained between the Mark and the edge of the pack (A), or any seals, seams or creasing lines, to allow for production tolerances. The minimum clear space (1/2 X) applies to the other sides of the Mark (B), see page 12.
All versions of the Mark have the registered certification mark symbol®, which must not be moved or deleted.
As an option, the term Fairtrade can be used in a product title or product descriptor, providing it is not used as a brand or sub-brand. It is not allowed to use the name of an NFO, for example ‘Max Havelaar’, as part of the product title.
Products made using only one ingredient and that ingredient is Fairtrade, eg coffee. Name: Fairtrade coffee
Certified composite products being made solely from Fairtrade ingredients according to the Fairtrade Standard, eg chocolate (made with Fairtrade cocoa, Fairtrade sugar and other relevant ingredients). Name: Fairtrade chocolate
Products with Fairtrade ingredients and ingredients that are not Fairtrade, eg chocolate cake. Fairtrade must only be used in the product title/descriptor to identify the significant or characterising Fairtrade ingredients. Name: Cake with Fairtrade cocoa and sugar
Use of the term Fairtrade is not permitted when it is used as a brand or sub-brand: Fairtrade (Brand Name) Cabernet Sauvignon; Max Havelaar coffee
Use of the term Fairtrade is not permitted when it is not clear which ingredient is Fairtrade certified: Fairtrade cappuccino; Fairtrade rum; Fairtrade muffin with chocolate
The FAIRTRADE Mark must be applied to any shelf trays, counter display units and boxes that contain loose Fairtrade certified products for sale in a consumer-facing environment. However, it must only be used on units where all items in the container are Fairtrade certified.
When placing the Mark on a tray or display unit, the same brand and product title/descriptor that is on the product must also be shown on the unit.
The Mark does not need to be printed on the unit if at least one Mark on a product within a unit is visible.
Any boxes or containers that are used for the sale of products in a consumer-facing environment must include a brand name and the FAIRTRADE Mark. Product title/descriptor, FLO-ID or NFO reference code and Licensee name and country of origin are recommended. (In some markets, an NFO reference code is compulsory).
Some supply chains also require listing at least 3 FLOIDs, the packager’s plus one ID up and one ID down the supply chain. Your licensing body or FLOCERT can provide this information. The same requirements apply when the product itself carries the Mark. This applies for instance to shipping boxes that are also used in a retail environment, eg for bananas. The Mark must not be used if not all of the products are certified.
All boxes or containers used for transportation of Fairtrade certified products that will be placed in a consumer-facing environment must include the following: The brand or product owner, the Mark and a product title or descriptor. Recommended: Fairtrade Claim and URL. The above can be printed directly on the box or on adhesive labels to be used on the box.
A Licensee name or NFO reference code is required in some markets, please consult with your NFO.
The FLO-ID may be a compiulsory requirement in some supply chains, so please make sure that the transport box or labels comply with FLOCERT requirements.
The use of the monochrome Black Mark is only acceptable on consumer-facing containers when printed on a light or neutral background, see pages 15 and 17.
For communicating that transport cartons contain certified products, a text claim can be used instead of printing the Mark, for example 100% Fairtrade coffee or Fairtrade certified bananas.
Packaging that might be used for shipping but also in a consumer-facing environment, eg wine boxes, should show the colour Mark
Written approval must be received from from your National Fairtrade Organization or Fairtrade International artwork team prior to printing or public distribution of any packaging that displays the FAIRTRADE Mark.
Double check artwork before submitting to keep re-submissions to a minimum as errors will delay the approval process. These guidelines can be applied to most types of packaging but they do not cover everything. If clarification is required on any of these points, or for further advice, go to the last page of these guidelines for contact details.
Products displayed or sold as Fairtrade certified must have a FAIRTRADE Mark. The full colour version of the Mark is recommended. Page 13.
The Mark must be placed on the front face of the packaging or product and be visible to the consumer. The Mark should preferably be positioned near the left or right bottom edge or corner. Pages 25 and 26.
The Mark must always appear as an independent product certification mark. It is not to be confused with the brand name or identity. It must be less prominent than the brand and positioned away from it. Pages 25 and 26.
The Mark must be used at a size that is in proportion with the size of the packaging and the other elements on the front face. Pages 21 and 22.
In addition to the above, a product title and descriptor, the product owner (eg Licensee) and the producer FLO ID or NFO reference code on the package iare recommended on the packaging. An NFO reference code is compulsory is some markets and exceptions where the FLO ID is compulsory are mentioned in the relevant pages.
The Fairtrade Claim must be placed on any packaged consumer product that is Fairtrade certified. Pages 25 and 26.
And remember, never alter the FAIRTRADE Mark, no elements may be subtracted or added.

Brand Architecture

When placing the FAIRTRADE Mark on product packaging, it is compulsory to also show the brand and product title/descriptor on the front of the pack. A clear hierarchy must always be maintained between the Mark and the brand. The Mark must not be placed in such a way that it could be misinterpreted as belonging to any company or organisation other than Fairtrade International or its members.
The brand should always be larger or at least more prominent than the Mark, which should ideally be positioned near the bottom of the pack, away from the brand. The two must be independent of each other and it is not permitted to use Fairtrade or the name of a National Fairtrade Organization (NFO) as part of the product’s brand name. The FAIRTRADE Mark must never appear on unbranded retail products.
The Mark must be placed on the front of the pack, away from the brand
The Mark must not be more prominent than the brand or identity
The Mark must not appear on unbranded retail products
The FAIRTRADE Mark must always be placed on the front of the pack and be visible to the consumer when the product is viewed from the front. When positioning the Mark, the brand hierarchy rules must be followed.
The Mark must be less prominent than the brand and positioned away from it. It should be placed in the bottom left or right corner of the pack and may also be centred horizontally.
If the product is to be merchandised in a shelf tray or counter display unit, this must be taken into account in positioning the Mark. In case the Mark is obscured by the shelf tray or unit, it must be re-positioned or an additional Mark must be placed on the shelf tray or counter display unit.
When positioning the Mark on the pack, a minimum of 5 mm should always be maintained between the Mark and the edge of the pack (A), or any seals, seams or creasing lines, to allow for production tolerances. The minimum clear space (1/2 X) applies to the other sides of the Mark (B), see page 12.
All versions of the Mark have the registered certification mark symbol®, which must not be moved or deleted.

Promotional Guidelines

Please remember that all products that are identified and promoted as Fairtrade must be Fairtrade certified and carry the relevant FAIRTRADE Mark. Application of the Mark on promotional items used in hotels, restaurants, cafes, independent confectionery shops and on vending machines is covered here.
The Fairtrade elements on a promotional item must be positioned or grouped together, see page 28. They must always be less prominent than the brand and must never be used to imply endorsement or sponsorship of an event or brand by Fairtrade International or the National Fairtrade Organization (NFO) unless written permission is given. The promotional materials should be positioned in close proximity to the relevant information on Fairtrade products and to the products themselves.
Make sure the compulsory Fairtrade elements retain their independence from other ethical labels, see page 20. Be clear that the Mark does not appear to be the ‘owner’ of the materials by being dominant.
When there is a mixed offer of physically traceable products like coffee and products traded using mass balance like tea and cocoa-based products, the Mark with the arrow alone may be used.
These guidelines are to enable Fairtrade products in out-of-home locations to be promoted correctly. The Fairtrade products featured must be clearly linked to the Mark, and accompanied by a descriptive strapline identifying the products available, eg a descriptive statement or a call to action such as Our coffee and English Breakfast tea are Fairtrade certified.
The FAIRTRADE Mark must only be used once on promotional items such as menu boards, cups or loyalty cards.
Disposable cups or collars must only carry the Mark if the business or brand offers only Fairtrade certified products in a complete category and the brand name features.
The word ‘Fairtrade’ must only relate to the Fairtrade certified product -‘Fairtrade certified coffee’. Please do not make a generic reference to Fairtrade where the Fairtrade specific ingredient is not specified.
For example, do not say ‘Fairtrade cappuccino’ or ‘Fairtrade latte’ as it is the coffee content which is Fairtrade and not the cappuccino itself. Similarly, terms such as ‘Fairtrade menu’ or ‘We are a Fairtrade cafe’ must not be used.
To use the statement “All our coffee is Fairtrade certified”, all coffee provided, including filter and decaffeinated coffee, must be Fairtrade certified and identified with the FAIRTRADE Mark.
The same applies to other products sold, like tea or chocolate drinks.
The Mark must not refer to products that are not Fairtrade certified.
Shops and other retailers are encouraged to promote Fairtrade products by using posters, signs, stickers and other types of promotional material.
Where these feature the FAIRTRADE Mark, they must also have an accompanying call to action, such as: • Ask about Fairtrade products • Buy products with the FAIRTRADE Mark here • Buy products with this Mark
Hotels or restaurants may wish to identify 100% Fairtrade certified honey, for example, when the honey is served unpackaged at breakfast, to signal the hotel’s commitment to Fairtrade. It can be marked with a tent card, or similar, making the claim.
Fairtrade products labelled with the FAIRTRADE Mark may be promoted in retail environments when the retailers are the Licensee and product owners themselves and/or when they sell a variety of Fairtrade products by different brands.
It must be very clear which products are Fairtrade by placing hanging banners, shelf barkers, wobblers, talkers, price tags and POS close to the products and using the relevant FAIRTRADE Mark and product title.
For POS near an entrance to the store away from product, consumers should be guided to the relevant area where Fairtrade products can be found.
For the Mark to feature on the machine, it is compulsory that at least 50% of the space be filled with Fairtrade certified products.
A statement must be added next to the Mark, for instance: • Choose products with this Mark • Learn more about Fairtrade • with an (optional) Fairtrade Claim (see page xx). A national Fairtrade URL may be used instead of the international one). • Look for the FAIRTRADE Mark on products • with an (optional) Fairtrade Claim (see page xx). A national Fairtrade URL may be used instead of the international one). • Look for this Mark, Look for the FAIRTRADE Mark, Look for the FAIRTRADE Mark when you shop
When the vending machine dispenses a single product which is Fairtrade certified or everything inside is Fairtrade certified, the following must be complied with: • Images of the product, when used, must be a true representation of approved retail packaging • The machine must contain the relevant Fairtrade certified product as implied by the pack image or images • When the Mark is also displayed separately from the pack image, an accompanying statement must be placed next to the Mark eg: All the chocolate in this machine is Fairtrade certified.
An action statement such as Buy products with this Mark may also be used.
One of the Fairtrade Claims on pages 57 or 58 may also be added.
To use producer images or impact claims about Fairtrade on a vending machine please contact your licensing body for approval.
The Mark may be used on a hot drinks machine that mainly dispenses Fairtrade products, with some nonFairtrade secondary ingredients (eg a Fairtrade hot chocolate dispenser which also adds milk, which is not certified).
A vending machine must feature: • A brand or image of a Fairtrade retail product that is in the machine • A product statement next to the Mark confirming the Fairtrade products that are being dispensed, eg: All the coffee in this machine is Fairtrade certified
An action statement such as Choose products with this Mark may also be used.
One of the Fairtrade Claims on pages 57 and 58 may also be added.
The FAIRTRADE Mark can be used on printed and moving image advertisements or advertorials providing the guidelines below are followed.
The company or brand being advertised must be clear. The Mark must be clearly identifiable as representing independent product certification. It must not be used in any way that implies endorsement of the company brand, or in place of the company brand.
Companies should avoid placing the Mark in the bottom right hand corner of a page or screen which could suggest the advertiser is Fairtrade.
All claims made about any part of the Fairtrade system must be accurate and statements made about Fairtrade must be agreed with the licensing body. These can either be drawn from a list of agreed statements or submitted to Fairtrade for approval.
In order for the FAIRTRADE Mark to be used in a press article, it must be appropriately positioned adjacent to the relevant part of the article that talks about Fairtrade.
When holding a special promotional event, commitment to Fairtrade may be signalled in displays and stands showing Fairtrade products projected onto screens, or on tablecloths or backdrops for an event that is specifically promoting Fairtrade products.
The FAIRTRADE Mark must not be used to signify endorsement or sponsorship of an event by Fairtrade International, a National Fairtrade Organization or a Fairtrade Marketing Organization, unless there is written approval, provided in advance.
The application of the FAIRTRADE Mark and claim on each type of promotional material must be signed off by Fairtrade so Fairtrade has a clear overview of the extent of the event, promotion or campaign.
At events or promotions the Mark can be used on banners or display stands as long as it is clearly identifiable as an independent product certification mark.
The FAIRTRADE Mark will be allowed to be added to a Licensee website providing the Mark is not positioned within the top header or permanent header bar of the homepage. The website owner or brand must be obvious. It must be clear that the Mark does not endorse or accredit the company. If using the Mark or web badge, see below, on the homepage, the appropriate Fairtrade products must be clearly denoted throughout the site.
Fairtrade web badges are allowed in lateral and footer permanent bars, but again there must not be any misinterpretation to suggest that more items are Fairtrade than is the reality or that the Mark endorses or accredits the company.
A strapline close to the Mark can be an action statement or a statement about the Fairtrade offer, eg • Look for our Fairtrade certified products • See our range of Fairtrade coffees • We offer a range of Fairtrade chocolates
Before going live with your website, submit a draft sample of your home page and a product page or a link to your unpublished website page or pages to your licensing body for written approval.
As an exception, the Mark may be placed in the header bar or in the footer if other certification marks or logos are also featured on the site and that is where they are located

Retail Guidelines

Shops and other retailers are encouraged to promote Fairtrade products by using posters, signs, stickers and other types of promotional material. Where these feature the FAIRTRADE Mark, they must also have an accompanying call to action, such as: • Ask about Fairtrade products • Buy products with the FAIRTRADE Mark here • Buy products with this Mark
It must be very clear which products are Fairtrade by placing hanging banners, shelf barkers, wobblers, talkers, price tags and POS close to the products and using the relevant FAIRTRADE Mark and product title. Please note several FAIRTRADE Marks for different sourcing models may be appearing for products on the same shelf. For information on SRPs please see page 32.
For POS near an entrance to the store away from product, consumers should be guided to the relevant area where Fairtrade products can be found.
Please note: When there is a mixed offer of physically traceable products like coffee and products traded using mass balance like tea and cocoa-based products, the Mark with the arrow alone may be used on the promotional materials. See pages 8 and 14.

Vending Machine Guidelines

For the Mark to feature on the machine, it is compulsory that at least 50% of the space be filled with Fairtrade certified products.
A statement must be added next to the Mark, for instance: • Choose products with this Mark • Learn more about Fairtrade • with an (optional) Fairtrade Claim (see page xx). A national Fairtrade URL may be used instead of the international one). • Look for the FAIRTRADE Mark on products • with an (optional) Fairtrade Claim (see page xx). A national Fairtrade URL may be used instead of the international one). • Look for this Mark, Look for the FAIRTRADE Mark, Look for the FAIRTRADE Mark when you shop
Please refer to the Fairtrade Claims, starting on page 57.
The vending machine must have a separate brand name and/or brand logo clearly displayed
The FAIRTRADE Mark must be independent from the machine’s brand.
An action statement must be added next to the Mark
When the vending machine dispenses a single product which is Fairtrade certified or everything inside is Fairtrade certified, the following must be complied with: • Images of the product, when used, must be a true representation of approved retail packaging • The machine must contain the relevant Fairtrade certified product as implied by the pack image or images
When the Mark is also displayed separately from the pack image, an accompanying statement must be placed next to the Mark eg: All the chocolate in this machine is Fairtrade certified.
An action statement such as Buy products with this Mark may also be used.
One of the Fairtrade Claims on pages 57 or 58 may also be added.
To use producer images or impact claims about Fairtrade on a vending machine please contact your licensing body for approval.
The Mark may be used on a hot drinks machine that mainly dispenses Fairtrade products, with some nonFairtrade secondary ingredients (eg a Fairtrade hot chocolate dispenser which also adds milk, which is not certified).
A vending machine may be: • Fairtrade retail product branded • Third party branded and must identify products that are Fairtrade on the fascia • Unbranded (except for the owner or operator of the machine) and must identify Fairtrade products on the fascia
A vending machine must feature: • A brand or image of a Fairtrade retail product that is in the machine • A product statement next to the Mark confirming the Fairtrade products that are being dispensed, eg: All the coffee in this machine is Fairtrade certified
An action statement such as Choose products with this Mark may also be used.
One of the Fairtrade Claims on pages 57 and 58 may also be added.
When there is a mixed offer of physically traceable products like coffee and products traded using mass balance like tea and cocoa-based products, the Mark with the arrow alone may be used. See pages 8 and 14.
Fairtrade products must be clearly marked, eg next to the push button
A statement must be added next to the Mark confirming the Fairtrade products that are being dispensed

Artwork Approval Process

Packaging artwork must be approved by Fairtrade as part of the design and production process. Please see the contact details for artwork approval on the last page of these guidelines.
Please note that promotion cannot take place before a product is registered with the licensing body and the packaging has been approved.
Written approval must be received from from your National Fairtrade Organization or Fairtrade International artwork team prior to printing or public distribution of any packaging that displays the FAIRTRADE Mark.
Double check artwork before submitting to keep re-submissions to a minimum as errors will delay the approval process. These guidelines can be applied to most types of packaging but they do not cover everything. If clarification is required on any of these points, or for further advice, go to the last page of these guidelines for contact details.
For artwork approval first contact your local NFO (info.fairtrade.net) or Fairtrade International at artwork@ fairtrade.net for countries without an NFO. Most NFOs and Fairtrade International manage artwork approval via a system called Connect, please contact your licensing body.
All artwork must be approved in writing by the NFO or FI artwork teams prior to printing or publication.
Most markets use Fairtrade’s online unified system for artwork approvals, please ask your licensing body about this.
Otherl packaging artwork applications should be sent to the relevant NFO or FMO or to license@fairtrade.net.
Please check that artwork complies with these guidelines and the artwork submission checklist on page 34.
Please note: incomplete information on artwork applications will result in a delay.
The Licensee must make certain that both the product and the artwork are approved prior to publication or printing or public distribution of any product, packaging or promotional material that displays the FAIRTRADE Mark.