TABLE OF CONTENTS 02 Design Brief 03 Problem Statement 04 Semiotic Research 08 Iterations and Evaluation 14 Logo Mark 16 Typography & Color 18 Mark Usage 22 Mark Application 30 Colophon
DESIGN BRIEF Develop a brand for a cause that pertains to some aspect of human rights.
2
PROBLEM STATEMENT Not everyone has access to food that is good for them, good for those who grow it and good for the planet.This causal branding campaign raises awareness for an increase in accessible food that is good, clean and fair.
3
O
SEMIOTIC RESEARCH Semiotic theory is the research tool I used to gather information to represent the cause. Through semantic, syntactic, and pragmatic points of view, I was able to find a reoccuring pattern of ideas that revolved around the cause. Each level provides a way to look at a given design problem, or a given component of a design problem, from a different point of view. Below is an index that describes each point of view. Semantic How do I understand this thing? What does it mean? Syntactic What is this thing made of? How is it made? Pragmatic What does this thing do? How does it work?
4
SEMANTIC Characteristic *Local Traditional
Icon
Index
Symbol
belonging to
community
neighborhood
an area
neighborhood
long-established
common
common
accepted *Organic
living matter
living
natural
natural Seasonal *Whole
seasons of
periodic
the year
recurring
all of
entire
reoccuring complete
complete *Nutritious
efficient as food
nourishing
healthy
healthy Cultural *Healthy *Balanced *Simple
ideas, customs,
ethnic
social behavior
lifestyle
promoting
well
good health
fit
arranged in
fair
proportions
equitable
presenting no
basic
difficulty
pure
*Charateristic informed final mark
5
lifestyle well equitable pure
SYNTACTIC Characteristic Heritage Culture *Local *Health Community Farm *Vegetable
Icon
Index
Symbol
values passed
tradition
culture
down
culture
behaviors of
customs
a society
lifestyle
belonging to
community
an area
native
being free
fitness
from illness
well-being
people living
public
together
locality
a place to pro-
farmland
duce crops
garden
a plant used
greens
greens
the sweet
berry
citrus
product of a tree
citrus
a local
local
inhabitant
resident
any nutritious
nourishment
substance
sustenance
customs native well-being public garden
for food *Fruit Native Food
*Charateristic informed final mark
6
local nourishment
PRAGMATIC Characteristic *Sourced *Grown Taste Prepare Eat Preserve
Icon
Index
Symbol
obtain from a
origin
root
particular source
root
progress to
sprout
maturity
develop
Sensation of
flavor
flavor in mouth
savor
Make food
cook
ready to eat
assemble
chew and swal-
consume
low food
devour
maintain origi-
conserve
conserve
agriculture
cultivation
crops grow in
revolving
revolving
different areas
encircle
(of food) is heat-
prepare
ed to prepare
make
able to be
reachable
sprout savor cook consume
nal state Farming
growing crops and livestock
Rotational Cook *Accessible
reached *Charateristic informed final mark
7
prepare attainable
O
ITERATIONS & EVALUATIONS This mark was inspired by natural, organic, local, and healthy foods that are accessible for all. Below are a few iterations of the initial concepts to reflect the cause.
8
Mark does not clearly portray cause. Illustration is too small and would not scale well.
Mark does not clearly portray the cause. Typography is not legible.
Mark does not clearly portray cause, as the brand name is too vague.
Illustration would not scale well. Typography does not accurately portray intended font.
Typography does not accurately portray intended font. Rendering needs to be cleaner. 9
Mark acts more like an illustration and the detail would not scale well.
Typography does not accurately portray intended font.
Mark acts more like an illustration than logo. Typography does not accurately portray intended font.
Mark acts more like an illustration than logo. Typography does not accurately portray intended font.
10
Mark has potential, but Illustration is very detailed and would not scale well. Typography does not depict font accurately.
Mark acts more like an illustration than logo. Typography does not accurately portray intended font.
Mark would is not very legible and would not scale well.
Typography does not accurately portray intended font.
Mark has potential, but small details will not scale very well. The fruit could have more variety and type should be drawn clearly. 11
LOCALLY SOURCED
O
O
ITERATIONS & EVALUATIONS After further evaulation, I pursued these three concepts based on their pontential of clearly communicating the cause.
12
GOOD FOOD
D GOOD FOOD
D GOOD FOOD
GOOD D FOOD
D GOOD FOOD
The first and secong marks were too detailed, which made it difficult to scale. They acted more like illustrations with the logo acting as a secondary element. The third mark most successfully communicated the cause. Above are several iterations before arriving at the final mark and color scheme. Details and font choices were revised to create a more scaleable and legible mark to portray the cause. 13
O
O
LOGO MARK The primary logo is a word mark that utilizes bold and playful lettering to communicate an organic, yet modern statement. This is the main logo that will be used across primary brand applications.
3”
.75”
13
O
LOGO MARK This trademark helps audiences easily identify the social movement. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.
3”
.75”
14
TYPOGRAPHY Futura Bold HEADING ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 -=+~!?@#$%^&*()_;:’”/.,<>
Futura Medium BODY abcdefghijklm nopqrstuvwxyz abcdefghijklm nopqrstuvwxyz 1234567890 -=+~!?@#$%^&*()_;:’”/.,<>
Typography is a powerful brand tool when used consistently. This set of typefaces best represent the modern feel of the branding and should be used across all print and web applications. The main logo typeface is Futura Bold. Futura Medium is used for body copy. Type may be set in all uppercase to create a hierarchy of information, as in sub-heads, section headings, and product descriptions. Unless in a book format such as this or an annual report, text should be above 11 pt for easy accessibility to all. Large body type is recommended to be in black for easy readability.
16
O
COLOR PALETTE Color is an integral part of brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of he brand, but color also serves a psychological purpose by communicating a certain feeling to your audience. Our primary colors are green and tan.
CMYK: 62, 19, 79, 2 RGB: 109, 160, 96 Hex: 6da060 PMS: 2264 C
CMYK: 5, 6, 19, 0 RGB: 241, 233, 207 Hex: f1e8cf PMS: 698 C
17 15
MARK USAGE A few rules are necessary for maintaing the integrity of the brand. Don’t compromise the overall look of the logo by rotating, skewing, or distorting in any way - that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. Here are a few examples of some ways you should NEVER consider using the logo.
18
Don’t squash or stretch..
Don’t place elements in the logo clear space.
!
OO OO
Don’t rotate the logo.
Don’t resize any part.
Don’t rearrange parts or create compositions that are not already provided.
D GOOD FOOD Don’t use off-brand colors. Reference the Color usage section.
Don’t add unofficial elements to the logo.
I
Don’t use drop shadows or other text styles.
19
Don’t contain the logo in a box when used on a background.
SLOGAN ITERATIONS Below are a few slogan iterations for the mark during the brainstorming phase. However, Good Food should only be paired with the final slogan, “Locally Grown for All.” The slogan should appear below the mark as pictured.
Slogan Concepts: Locally Grown & Sourced Accessible and Locally Sourced Locally Sourced. Simply Grown. Accessible to All Grown Local for All
20
21
MARK APPLICATIONS
Postcard 4”x 6”
22
Stickers 2”x 2”
23
Tote Bag
24
T-Shirt
25
Website & App
26
Snapchat Filter
27
O O O O Stencil
28
Poster 11”x17”
29
COLOPHON If ever in doubt, just refer back to this guide. This mark was designed by Abby Meyer for the Good Food cause. This mark should not be used for anything besides marketing, promoting and branding for Good Food. These guidelines ensure the brand is looking its best across all applications. This mark is protected under copyright and should not be used without consent of Good Food or designer.
30