INTERNATIONALLABELLING MANUAL
A Companion Guide to the Demeter Labelling Standards

﻿

TABLE OF CONTENTS
01 Basics
6
7
8
9
10
11
14

Demeter Trademark
Bleed and clearance
Colour and greyscale
Monochrome and inverted
Contrast and brightening
Text usage & specification
Logo use / Don'ts

02 Labelling
17
19
20
22
23
24
25
26
27

Logo Placement
Co-Branding
Do's and Don'ts
Circular packaging
Specific sizes
Checklist
ExamplesThe flower trademark
In Conversion

Publisher
Biodynamic Federation Demeter International e.V.
Brandschneise 1
64295 Darmstadt
Germany
www.demeter.net
certification@demeter.net

2﻿

Dear Reader,
The Demeter trademark is a quality label and a premium
brand. It represents biodynamic production based on
the anthroposophical and scientific knowledge of man
and nature. In order to obtain Demeter certification,
our associated farms, processors and traders meetstrict standards. This allows consumers to place theirtrust in the Demeter trademark and therefore thesame care and attention to detail is applied to the useof our trademark in both marketing materials andpackaging design.
Maintaining a professional and consistent appearance
that is immediately recognisable in a colourful andstimulating market is vital, so this manual is intended
to complement the Demeter labelling standard. These
detailed guidelines should provide you with theinformation you need to use the Demeter logo andbranding correctly. If you have any more questions,please get in touch with your local certifying Demeterorganisation.
We wish you all the best with successfully marketingyour Demeter certified products.
The Marketing Team, November 2020

Download all logo versions here:
www.demeter.net/download/logos
3

Please note: according to international
agreements all Demeter products must be
approved by the respective certifying Demeterorganisation before they can be marketed. Thisapproval is given with regard to the conformityof production, processing and labelling, andthe use of the labelling standard. We havedesigned this manual in such a way that if therecommendations are followed, the productcan be used in accordance with the Standard.
However, there may be other regulations,especially for specific products such as alcoholic
beverages or cosmetic products, which are notsufficiently dealt with here. Before finalisingproduct packaging, please ensure that approvalhas been obtained from the relevant certifier oryour client.

﻿

DEMETERDESERVESA STRONG
POSITION
4﻿

01

BASICS
5

Demeter Trademark

DEMETER TRADEMARK
A uniform appearance leading to greater recognition.

The size of the Demeter logo is generally 20 – 50 mm width.

Demeter was first registered as a trademark in 1928.
Farmers began to market their goods from biodynamic
agriculture under the label. Ever since, the movement
has widely spread in the world and the trademark has
been registered in more than 80 countries.
For almost 100 years now, many participants in biodynamic agriculture and processing have built up andcultivated the Demeter trademark. This has helped
to position it as a sign recognised for high quality
and integrity. A committed community that sharescommon values, has elevated it to a familiar, credible
and popular brand.
6

Consumers appreciate the authenticity of the trademark and reward Demeter producers and manufacturers with their trust and confidence.
This manual provides a practical guide and moredetailed expansion on the chapter “Labelling standards” in the International Standard for Demeter­certification.

Bleed and clearance

BLEED AND CLEARANCE
How to set up bleeds and clearance of the Demeter logo.

100

Clearance

47

Bleed

Lorem ipsum
Around the Demeter trademark logo a protective distance must be maintained
from texts and logos. Minimal distances, proportions and regulations for verysmall labels are described on page 23.

Bleed: The logo has to be in the proportion of a
47/100 rectangle, as illustrated in the upper figure. If
a print bleed is required, the logo may not be placedin the bleed area. The bleed will be in addition to thelogo parameters, and dictated by individual print
requirements.
7

Clearance: There should be sufficient clear spacearound the logo to let it breathe and prevent its clarityand visual impact from being obstructed. The “d” spacer
around the logo, as illustrated in the second figure, is
not the expectation but the absolute minimum.

Colour and greyscale

COLOUR AND GREYSCALE
ColourGreyscale

Grey

Black

CMYK

0 – 0 – 0 – 60

0 – 0 – 0 – 100

100 – 0 – 80 – 23

RGB*

135 – 135 – 135

0–0–0

158 C

336 C

HEX Code#878787#000000

Pantone Uncoated144 U

3288 U

RAL

2011

6016

RGB*

239 – 112 – 25

0 – 120 – 87

HEX Code#ef7019#007857

Demeter Orange

Demeter GreenCMYK – Coated0 – 065 – 100 – 0

100 – 0 – 70 – 30

CMYK – Uncoated0 – 057 – 100 – 0

Pantone Coated

The logo consists of two colours which differ due tocoated or uncoated paper. The trademarked stylised
word “demeter” is always in white.
*according to sRGB (Standard RGB)

8

The greyscale version of the logo consists of clear
black tones, meaning the Demeter-Green becomes fulltone black. In greyscale production, use the greyscalelogo files.
*according to sRGB (Standard RGB)

Monochrome and inverted

MONOCHROME AND INVERTEDSpecial case: Monochrome

Exemption: Invert Monochrome

The trademarked stylised word“demeter” is always in white. Do not
use a transparent version.
Monochrome logo version

Invert monochrome logo version

Sometimes, due to production costs, only one colour of ink is available and so the
Demeter logo must be reproduced using only one colour. In this case it can be usedin gold, silver, black/white including grey scale. It cannot be used in other colours.

The invert monochrome version is allowed on nonprint material e. g. a branding stamp on wood boxes
or engraving on glass. This applies usually formerchandising products rather than certified products.

Secondly, the Demeter logo may need to be used in monochrome colour in case thegeneral packaging does not allow the logo in its original colours for other reasons(e. g. premium products like wine or cosmetics). In this case it can also be used ingold, silver, black/white including grey scale. This use must be approved by thenational certifying Demeter organisation.
Please note: The Demeter logo is a trustworthy premium brand and may not bealtered. Therefore, in the case of monochrome use on the front of packaging andavailability of the full colour palette, the original colour logo must be placed asecond time on the back label of the product in order to achieve recognition among
consumers. For this second placement, you may pick the position on the back label,
but all the other requirements (minimum size, proportion, colours, elements) still
apply.

9

Contrast and brightening

CONTRAST AND BRIGHTENING
Contrast to background

Design of the brightening of the backgroundIf the trademark logo is not clearly differentiated fromthe background due to lack of contrasting colour, agraphic solution must be found to ­guarantee anappropriate contrast. The ideal option is to brighten
the background with a light spot behind the logo or toshade in case of a lighter background. Another option
is a fine white line around the logo.

10

For better contrast and visibility of the Demeter logo on
a non-contrasting background a circular brighteningof the background behind the logo should be used. The
brightened area should not exceed double the width ofthe logo and increase to 100 % transparency towards
the edges, as per the above example.

Text usage & specification

TEXT USAGE & SPECIFICATION
Do's

Don'tsIngredient list

Demeter - The word should appear in the same
typeface as the rest of the text with only the initialletter in upper case, e. g.:

Any highlighting of the word “Demeter” (whether infont or colour) or the use of the logo in the text is notallowed.

In all products which contain ingredients of differinglevels of certified quality, the quality of each ingredientmust be clearly indicated in the ingredients list:

Demeter quality, Demeter standards, Demeter farm,
Demeter milk etc.
Further rules:

Ingredient xy*-Wheat• biodynamic (written together, without hyphen)• Demeter certified
Example: “This product contains Demeter certified
ingredients from biodynamic agriculture.”
Do not syllabify the word Demeter.

Lorem ipsum dolor
sit amet, consetetur sadip
scing elitr, sed diam nonumy eirmod tempor invidunt
labore et dolore magna aliquyam erat, sed diam voluptua.
At vero eos et accusam et justo duo dolores.
Lorem ipsum dolor demeter sit amet, consetetur sadip
scing elitr, sed diam nonumy eirmod tempor invidunt
labore et dolore magna aliquyam erat, sed diam voluptua.
At vero eos et accusam et justo duo dolores.
Lorem ipsum dolor DEMETER sit amet, consetetur sadip
scing elitr, sed diam nonumy eirmod tempor invidunt
labore et dolore magna aliquyam erat, sed diam voluptua.
At vero eos et accusam et justo duo dolores.

11*organic**Demeter***Demeter in conversion

Text usage & specification

Text examples for packaging labels

No text additions

Consumers appreciate clarity about Demeter quality.
Here are some examples of how to explain Demeter
quality and biodynamic farming on packaging labelsin one short sentence.

Text additions next to the Demeter logo are notallowed.

• Demeter is the trademark for food from certified
biodynamic production.
• Founded in 1924, biodynamic farming is the oldest'green' farming movement and forerunner oforganics. Today it is considered the most sustainable
form of agriculture.

One exception is the “in conversion” logo on
products (see page 27). The s­econd exception is
the official marketing claim issued by the Bio­
dynamic Federation Demeter International as
described in the Marketing Styleguide. It is only
allowed on communication material, not on certified
product labels.

• Biodynamic farming is certified by Demeter andguarantees higher than organic standards andsustainable agriculture.
• Biodynamic agriculture ensures higher than organic
standards. Demeter farmers care about soil fertility,
animal welfare and a balance in nature.
• Food in its truest form. Pure, unadulterated
ingredients ensure that D­ emeter food is full of flavor
and natural vitality.
• Biodynamics is a holistic, ecological and ethicalapproach to farming, gardening, food and nutrition– certified and recognised by the Demeter trademark.

12

www.yourwebsite.com

ADDITIONAL SLOGAN

Close text additions are not allowed.
Do not explain Demeter next to the logo.
Be aware of the clearance of the logo.
See page 7.

Text usage & specification

Trademark use

Communication material

Every form of the Demeter registered trademark
may only be used to label ingredients, materials andproducts that are certified according to the Demeterstandards. It may also be used by an operator that has
Demeter certification and a valid contract (including
license agreement) with an authorised organisation.

The Demeter logo may be used in communicationmaterial about Demeter certified products, enterprises,
farming (e. g. on websites, brochures, online posts
and banners). It may only be used if it clearly refers
to the certified products or the certified enterprise(e. g. a farm or vineyard). All rules and guidelines inthis manual apply accordingly (size, position, form,
elements, colours, contrast).

This includes the use of every form of the Demeter
trademark, the term “biodynamic” or the word
and term Demeter in product labelling, marketing
material, websites or general information like onbusiness ­documents, price lists or documentation of
goods.
In addition, references to the “biodynamic quality” or“biodynamic agriculture” on products and marketing
material are only possible in combination with
Demeter certification and Demeter labelling.
Agricultural enterprises can use the word Demeterin combination with the farm name, e. g. “Demeter
farm xy”.

13

Exception: position at top center
1. If a Demeter certified product is promoted next toother uncertified products, the logo needs to clearlyrefer to the certified product and not be misleading
in indicating the other products are certified.
2. If the Demeter logo is used in a list of sponsors or
quality labels it may be placed according to layout
requirements, it does not have to be in the top center.
Please consult your certifying Demeter organisation
for approval of your marketing and communicationmaterial.

Logo use / Don'ts

LOGO USE / DON'TS
In order to maintain brand integrity and always communicate the high standards
and quality that Demeter stands for it is really important to respect thelogo and its use. It is therefore important to be aware of clearance and appropriate
contrast and to remember it cannot be altered in any way(colour, proportion, elements).
Please watch out for the following:

Never use the logo on similarly-coloured
backgrounds. The logo needs to be in contrast to thebackground (see page 10).

The logo elements may not bechanged or altered in any way. Do not modify
the design elements.

14

The colours of the logo may not bealtered in any way. Never switch the colours.

The colours of the logo may not be alteredin any way. Make sure to use the correct
logo file according the respective application(CMYK, RGB, coated, uncoated).

The outline of the logo may not
be altered in any way.

Logo use / Don'ts

The logo elements may not bealtered in any way.

The proportions of the logo may not be alteredin any way. Do not stretch (see bleed, page 7).

There is clearance around the logo.
The logo may not overlap or be overlappedwith other design elements.
Do not add graphics, insert words, or modify the logo.
15

The logo may not be shrinked, stretched orotherwise deformed. You may resize as needed
but must retain all proportions.

Use a correct logo file, so that no white space
is shown. Use a png or svg file for the use
online and an eps file for print production.

The logo may not bei stretched in any way.
The proportions need to be
maintained as well as clearance.

The logo may not be coloured in any other colour.
Do not stray from the colour palette.
(Find exemptions on page 9)

Download all logo versions here:
www.demeter.net/download/logos

02

LABELLING
16

Logo Placement

LOGO PLACEMENTThe Demeter logo is a core component of the brand identity and design.
It plays a key role as a communication element and stands
out as endorsement for the entire association and movement.
The logo is a compact representation internally and externally.

The Demeter logo represents professionalism and­credibility. It can be clearly identified, so it allows
strong differentiation in a competitive market. To
maintain and strengthen this position it is necessary
to use it in a uniform and unaltered way on all
packaging.

PLACE THE
LOGO AT THE
TOP AND IN
THE CENTER
OF ALLPACKAGING
MATERIALS
17

The placement of the logo is therefore recommended
to be at the front, centrally at the top edge of the fieldof view, above the brand name and/or product name.
A uniform and unaltered representationof the logo offers many advantages by:• increasing brand recognition and trust• helping customers identify the product• emphasising the premium character andquality of the product• creating a clear differentiation
in a competitive ­market• strengthening the Demeter brand overall

Logo Placement

Width is1/3 of fullwidth
of label

Placement oflogo on top in
the center, or in
the upper thirdof the label

not smaller
than 20 mm,
not larger
than 50 mm

label width

1/3label heightlabel height

1/3

Width is 1/3
of full widthof label

Placement oflogo on top in
the center, or in
the upper thirdof the label

not smaller
than 20 mm,
not larger
than 50 mm

label width

Please observe the following:
The Demeter trademark logo must be placed on
the front of all packaging in the upper third area,
preferably centred along the upper edge. Minimum
size requirements apply and should be no less than
20 mm and 50 mm in width. The Demeter trademark
18

logo must always be clearly recognisable. Remember
to respect clearance and contrast (see page 7 and 10).
The logo may also be used on a collar label for bottled
products. Please make sure that the logo is prominent
relative to other elements on the collar.

Co-Branding

CO-BRANDING
Co-branding uniquely connects the individual producer or processor to
the quality of the Demeter label. This approach means that the Demeter
trademark and the trademark of a certified member creates a co-ordinatedimage of both brands while still maintaining independence.

Be aware of theclearance aroundthe logo(see page 7).

19

The Demeter trademark
logo must be used asa co-brand: The Demeter
trademark logo is usedin conjunction with thetrademark of the enterprisebringing the product onto
the market.

Do's and Don'ts

DO'S AND DON'TS
The Demeter logo represents high standards and indicates premium quality
in a global market. Therefore it is important to note the correct way to use
the logo when designing packaging.

The trademark logo is to be placed on the upper
border. The upper border is the top edge ofthe visible field. In packaging with a defined limit(labels, cardboard boxes) this upper bordercorresponds to the top edge. The trademark logo
is to be centrally placed.

20

Do's and Don'ts

The logo needs to be placedin the upper third of thevisible label.

The logo needs to be placedstraight only. No turning.

The logo needs to be placedstraight only. No turning.

The trademark logo is toolarge. The size should be
between 20 mm and
50 mm width.

The trademark logo is too
small. The size should be
between 20 mm and
50 mm width.

Biodynamic Quality

The proportions of 47/100
need to be maintained.
Do not stretch the logo inan way. If bleed is needed
add this part due to print
production requirements.
(page 07)

21

The clearance must be
observed. The logo may notoverlap with other design
elements.

Demeter logo and co-brand or
product name may not form
a visual unit. The logo must
be stand-alone and may not bedirectly combined with otherdesign elements – neither inform nor colour. The clearance
must be respected.

Text additions to thetrademarklogo are not permitted.

Circular packaging

CIRCULAR PACKAGING
For circular packaging shapes (e. g. lids) the width of the trademark logo should be less than 30 %of the diameter, but should still remain greater than 20 mm and less than 50 mm wide.
The distance from the outer edge is to be the size of the “d” of the stylised word “Demeter”.

Width is 1/3 of fulllabel width
Not smaller than 20 mm
Not larger than 50 mm

Width is 1/3 ofprintable space
Not smaller than 20 mm
Not larger than 50 mm

Don'tsfull label width

printable space

The logo may not be stretched or alteredin any way. The proportions need to be maintained(47:100: page 07).
22

Specific sizes

SPECIFIC SIZES
Where it is only possible to use very small labels (< 30 mm) andsingle ingredient products, like loose fruit, the trademark logo may
be used at a minimum size of 10 mm width.

23

Checklist

CHECKLIST
Please check the following aspects and elementsof your label design.

Demeter related specifications:• Is the licensee clearly identified on the packaging
and the name and address included?
• Is the product/the recipe in line with the DemeterStandard?
• Is the certification status of each ingredient clearly
indicated in the ingredients list? (Demeter, Demeterin conversion, organic)• Is the Demeter logo placed on the top centre or atleast in the upper third of the visible part of thelabel? Is it unaltered in its form, colours, proportionand in an appropriate size?
• Is the brand of the licensee set in harmonious
co-branding with the Demeter logo?
General indications:• Is the product net weight or content/volume andminimum shelf life clearly declared?
• Is the certifying organic control body indicated?
Has the label been approved by the organic control
body?
• Keep in mind the needed legal information in yourcountry and any country of distribution.
These are necessary points that need to be observed,
but only cover a fraction of the possible requirements
for your specific product. Be sure to comply the labelwith the national regulations for the product class.
24

Before Demeter products are placed on themarket, they must be approved by the respective
certifying organisation. The standard calls this“product approval”.
Should you plan to place a Demeter product on
the market, or work for a client who intends to
do so, please bear in mind that this approval
happens at the end of the product or packaging
development process. This approval should also
ensure that errors are identified before the final
printing of marketing and packaging materials –a helpful service from the certifier.
The certifier responsible will check the application of this Design Manual and the labellingstandard.
In order to facilitate your preparation for productapproval, this manual provides you with a shortoverview of what you should pay attention to.

Examples

EXAMPLES
These examples illustrate how the Demeter trademark logo may be used
as a co-brand. The Demeter logo is used in conjunction with the logoof the enterprise bringing the product to market.

Please note: In addition to the co-brand,
every Demeter product must clearly identify the licensee
or contract holder on the label.
25

The flower trademark

THE FLOWER TRADEMARKThe Demeter flower trademark may be used according
to our standards. It is mainly used for certified wine on the front label,back label, or on a collar.

The flower trademark may be used in full tone black orwhite as well as grey scales. Do not alter it in any way(proportion, elements, form, colour). Do not add any
text close to it and keep appropriate clearance and size.
The flower trademark is regulated nationally. Pleasecheck back with your certifying organisation regarding
the use of it.

26

In Conversion

IN CONVERSION

IN CONVERSION

There are different fields of application for the use of
the “in conversion” logo.
For single ingredient products, in the form of loose
produce like fruits and vegetables (without their own
outer packaging ) the use of the “in conversion” logo
is mandatory.
For single ingredient products, with their own outer
packaging (like flour or pulses) the labelling standard
provides two options. Either use of the trademark in
combination with a textual footnote *in conversion
somewhere on the packaging, or the use of the “in­conversion” logo. The labelling standard permits
both variations, but it is possible that the responsible
certifying organisation only permits one of the twovariations, please clarify this in advance.
27

For mixed products, with an ingredient list including
ingredients in conversion, the labelling standard
provides two options. Either a footnote stating *inconversion in the ingredient list – in combination
with Demeter trademark – or with an “in conversion”
logo. Please always clarify in advance whether the
responsible certifying organisation excludes one ofthe options.
In all cases, labelling products or raw materials witha Demeter “in conversion” logo is only possible if they
are fully certified organic.

REPRESENTINGHIGH STANDARDSAND PREMIUM
FOOD QUALITY
Download all logo versions here:
www.demeter.net/download/logos