Style guide for the QS certification mark
6
The QS certification mark on fresh food signals to consumers that the
requirements of the QS scheme were complied with on all stages of
production and marketing.
The QS certification mark has been a clear signal
for fresh food from companies with certified
processes for more than ten years now. It makes
the comprehensive quality assurance from farm
to shop visible, thus enabling a well-informed
purchase decision.
Quality assurance creates trust
Regular surveys conducted among super-
market customers show that almost half
of the respondents are acquainted with
the blue QS certification mark. Almost
90 percent of those who know the mark
give preference to a QS-labelled product
rather than the same product without the
certification mark.
4. The QS certification mark
The circle
symbolises the unity and soli-
darity of the economic circles involved in
responsibility for the product.
The slogan
‘QS. Ihr Prüfsystem für Lebens-
mittel.‘ (QS. Quality scheme for food.) forms
the relationship between the mark and the
QS scheme.
The stages in the circle
stand for the economic circles
involved in the production and marketing of meat and meat
products: the feed sector, agriculture, slaughtering/deboning,
processing, food retail. With fruit, vegetables and potatoes,
they represent production, wholesale and food retail.
The blue frame line
combines the circular symbol
and logo into one unit, the QS certification mark.
The abbreviation
‘QS’ stands for process
Q
uality
and food
S
afety. The term ‘Prüfsystem’ (inspection
system) underscores the voluntary nature of par-
ticipation in the scheme as opposed to the official
sounding term ‘control’.
The arrow
symbolises the alignment to
the common goal of consistent quality
assurance for safe food all the way from
farm to shop.
