The World Association of Chefs’ Societies, known as Worldchefs, is a leading voice in the hospitality industry. Worldchefs represents a mobilized international membership of chef associations and culinary educators in over 100 countries across the globe.
These brand guidelines were created for Worldchefs members and partners to guarantee consistency and the clarity in the application of the Worldchefs brand identity.
It is essential to use the Worldchefs name correctly and consistently in all communications.
Worldchefs
WORLDCHEFS
World Association of Chefs’ Societies
World Chefs
WorldChefs
World chefs
WACS
Wacs
All paid-up National Society, Affiliate Society, Corporate, or Associate Members may use the Worldchefs logo to indicate their official affiliation with Worldchefs. The logo may be used on approved materials, including but not limited to: chef jackets, letterheads, certificates, websites, social media platforms, and promotional items.
Use of the Worldchefs logo by any other entity — including for personal gain or commercial purposes such as advertising, sales, or the promotion of goods, services, associations, events, or competitions — is strictly prohibited unless explicitly pre-approved in writing by the Worldchefs Board of Directors.
Unauthorized use of the Worldchefs logo or adaptations thereof will be considered “pirate marketing.” Worldchefs reserves the right to pursue appropriate legal action in such cases.
The Worldchefs Endorsed Competition logos may only be used at competitions that have been officially endorsed by Worldchefs in accordance with the established endorsement process and guidelines. Organizers of fully endorsed competitions are permitted to use the Worldchefs Endorsement logo on promotional materials, judge jackets, certificates, and related assets.
The competition’s official Endorsement Level must be clearly displayed on all pre- and post-event materials, including award certificates. Organizers of non-endorsed competitions are not permitted to use the phrase “Endorsed by Worldchefs” or display the Worldchefs logo in a misleading context that may imply endorsement.
For competitions organized by fully paid-up Worldchefs members that have not been officially endorsed, the official Worldchefs logo may be used only if accompanied by the phrase: “Member of Worldchefs.” This usage must not imply event endorsement.
Worldchefs Education Partners fall into three official categories:
Worldchefs Recognized Schools – may use the Recognition of Quality Culinary Education digital badge.
Worldchefs Approved Courses – may use the Approved Course digital badge.
Worldchefs Approved Certification Centers – may use the Approved Certification Center digital badge.
All three categories are also permitted to use the Worldchefs Education Partner logo across approved materials, including chef jackets, certificates, websites, brochures, and digital or print communications. Use of all logos must follow the general Worldchefs brand guidelines, including minimum sizing, clear space, and proper reproduction formats. Logos must not be altered or applied in a context that implies endorsement beyond the approved scope of the educational partnership.
Always respect the minimum size of the logo. The minimum logo size is 25 mm high.
Always respect the logo guidelines – here are some common mistakes to make sure to avoid.
These special program logos were carefully crafted to uphold the Worldchefs brand while providing the flexibility to showcase our many varied programs.
Gill Sans is the primary typeface for Worldchefs. It was chosen for its clarity and readability.
Use Gill Sans for titles, and committee names, on printed materials, and on chef jackets.
Do not use italic version of the typeface, except when highlighting words in a text is strictly necessary.
Arial is the secondary typeface available for RESTRICTED use. Use Arial regular and bold ONLY in cases where Gill Sans is unavailable.
Primary colour are used for fonts, special graphics such as text boxes, and background colours for materials and cover pages.
WORLDCHEFS BLUE
PANTONE 273 C
CMYK C100 M100 Y0 K28
RGB R40 G30 B105
#281e69
WORLDCHEFS CYAN
PANTONE Proc. Cyan C
CMYK C100 M0 Y0 K0
RGB R0 G159 B227
#009fe3
WORLDCHEFS RED
PANTONE 1807 C
CMYK C0 M100 Y96 K28
RGB R178 G14 B16
#b20e10
WORLDCHEFS GREEN
PANTONE 341 C
CMYK C100 M0 Y67 K29
RGB R0 G121 B93
#00795d
WORLDCHEFS GRAY
PANTONE 423 C
CMYK C0 M0 Y0 K40
RGB R153 G153 B153
#999999
Secondary colours can be used to add variety to communications materials, as font colours, or for other graphic elements such as text boxes. But remember not to overdo it – minimum colour usage is most effective.
Photography and images used in communications must convey the professional culinary standards for which Worldchefs is known. Always choose images with good resolution. Avoid overlaying images with text. If absolutely necessary, the text must meet branding guidelines.
RECOMMENDED IMAGE RESOLUTION GUIDE
72 DPI – Worldchefs Website
300 DPI – Worldchefs Banners & Large Print Ads
300 DPI – Worldchefs Magazine
DONT’S
QUICK TIPS FOR TAKING GOOD PHOTOS
Signed photo releases are required when photography is created specifically for Worldchefs. Photo release forms are available from the office@worldchefs.org
Need help selecting the right image? Please contact us at of office@worldchefs.org! We can help you select from our approved image library to choose the best photo for your materials.
Partner advertising must be submitted in a print-ready format (design files not accepted), to meet the following specifications. All advertisements must be in the formats of Photoshop, Illustrator, JPEG or PDF. All fonts must be included and all images must be supplied as CMYK, 300dpi.
Telling our story consistently is essential to growing brand recognition, increasing awareness, and ultimately continuing to foster strong partnerships with our stakeholders. Any content created must reflect the following approved key messages.
The World Association of Chefs’ Societies, known as Worldchefs, is a federation made up of 110 national chef associations. A leading voice in the hospitality industry, Worldchefs carries years of history since its founding in 1928 at the Sorbonne by the venerable Auguste Escoffier. Representing a mobilized international membership of culinary professionals, Worldchefs is committed to advancing the profession and leveraging the influence of the chef jacket for the betterment of the industry and humanity at large.
Worldchefs is dedicated to raising culinary standards and social awareness through these core focus areas:
Education – Worldchefs offers support for education and professional development through the landmark Worldchefs Academy online training program, a diverse network of Worldchefs Education Partners and curriculum, and the world’s first Global Culinary Certification recognizing on-the-job skills in hospitality;
Networking – Worldchefs connects culinary professionals around the world through their online community platform and provides a gateway for industry networking opportunities through endorsed events and the biennial Worldchefs Congress & Expo;
Competition – Worldchefs sets global standards for competition rules, provides Competition Seminars and assurance of Worldchefs Certified Judges, and operates the prestigious Global Chefs Challenge;
Humanitarianism & Sustainability – Worldchefs Feed the Planet and World Chefs Without Borders programs relieve food poverty, deliver crisis suppor t, and promote sustainability across the globe.
DIGITAL BRANDING – TAGGING & HASHTAGS
Digital media and hashtags have become an essential part of our communications outreach, and a critical way to drive global engagement and conversation. When posting to social media sites, always consistently tag the Worldchefs profiles, and check in with Worldchefs team about approved program hashtags.
HASHTAGS GUIDELINES
Primary Campaign:
#ThisIsWorldchefs
Campaign for Partners:
#WorldchefsPartner #EducationPartner
Campaign for Feed the Planet:
#FeedthePlanet #Sustainability #SustainabilityEducation
#SustainabilityAroundtheWorld #LikeAChef #FoodHeroes
Campaign for WCWB:
#WorldChefsWithoutBorders
Campaign for Congress & Expo + GCC Challenge:
#WorldchefsCongress #WorldchefsCongress(*Insert year*) #GlobalChefsChallenge
Campaign for Competition Seminars:
#CompetitionSeminar
Campaign for Competition Seminars:
#EndorsedCompetition
Campaign for Young Chefs:
#YoungChefs #WorldchefsYoungChefs
Campaign for Certification:
#Certification #GlobalCulinaryCertification
Campaign for International Chefs Day:
#InternationalChefsDay #NestléProfessional
Campaign for Podcast:
#WorldonaPlate #Podcast
to obtain branded materials including:
Worldchefs letterhead
Worldchefs PowerPoint templates
Worldchefs program boilerplates
Worldchefs press release templates
Image library assets
Learn more at www.worldchefs.org
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