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FLEXO Magazine : February 2012
tors. Two central separators (two more for color target development) provide final files to 35 different print suppliers producing out of multiple facilities. The two central separators also separate for six different printing processes: flexo, off- set, dry-offset, gravure, silk-screen, and digital printing. The soda giant has only one approved proofing system, calibrat- ed to the different printing processes, different substrates, approved process colors, and brand and flavor colors. All supply partners, from the design agency to the color separator, and ending with the print supplier, must conform to the established specifications, policies and guidelines. What is Brand Color ManageMent? Brand Color Management consists of the systematic creation, evaluation, and verification of color as it relates to a brand identity. In other words, it is the discipline of objectively measuring a reproduced color’s accuracy through the use of calibrated monitors, cali- brated proofing devices, and calibrated printing presses to build brand equity and integrity to deliver consistency. Print quality is the capability to print and execute designs as they are intended; it provides the best visual appearance, delivering superior registration, color fidelity, and image sharpness, to drive purchase intent. Quality upholds a consistent brand equity across Coca- Cola’s package sizes, point of sale, structural forms and regions. Brand Color Management allows all suppliers to measure color to the same specifi- cations and tolerances. Brand Color Management allows our brands to meet or exceed the consumer’s packaging expectations. Customer disappointment is not an option. In today ’s competitive market and fast-paced business environment, the entire supply chain is responsible for following established policies and guidelines at all times. Everyone in the supply chain must perform to expecta- tions and tolerances each and every time. Color experts, as well as the supply chain, cannot afford any kind of rework. Each must produce correctly right out of the gate—the first time. This is especially true in the packaging and POS arena, where rapid speed-to-shelf delivery is imperative. In summation, color management can only be successfully maintained through color consistency, which can only be achieved through: policies, guidelines, standardization, and discipline (PGSD) within the supply chain and within consumer product companies, to follow established policies and guidelines. n About the Author: Axel Kling is the senior packaging graphics quality manager for The Coca-Cola Co. Kling discussed many of the points made in this article during his presentation, “ The Importance of Color Consistency for a Consumer Product Company,” at the FTA/PIA Color Management Confer- ence held Dec. 3-6 , 2011 in Phoenix, AZ . 26 FLEXO february 2012 www.flexography.org Committed to increasing your productivity and profitability Contacts Xymid, LLC • 5141 Craig Rath Blvd. • Midlothian, VA 23112 fax 804-744 -5331 •flexoprintsleeves.com UltraFlex Thin Sleeves DuraRound Thick Sleeves AccuMount Bridge Mandrels ProTek Anilox Covers Crystal Bray Customer Ser vice Rep. ph. 804-744-5229 firstname.lastname@example.org Jeff Moore Regional Sales Manager ph. 704-948-4648 email@example.com Mike Smoot Business Manager ph. 804-721-2089 firstname.lastname@example.org