BRAND guide
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Table of contents 02
WHO WE ARE
04
LOGO
06
COLOR USAGE
08
LOGO INTEGRITY
10
INCORRECT USAGE
12
COLOR & TYPOGRAPHY
14
PATTERN & FINISHES
Who We Are Breaking Bread CafĂŠ & Catering is a community driven eatery focused on increasing healthy food and community engagement in North Minneapolis. We are creating new jobs, training local residents and giving confidence to other entrepreneurs who will become inspired to bring new business to North Minneapolis. We are supporting the new era of economic development on West Broadway Avenue and are proud members of the West Broadway Business and Area Coalition & Northside Fresh Coalition.
In order to provide access to healthy, locally grown produce, Breaking Bread partners with community gardens. This allows them to sell healthy, affordable, made from scratch dishes people want to eat. Breaking Bread is a program of Appetite For Change (AFC), a community-based nonprofit using food as a tool to build health, wealth and social change. Appetite For Change envisions sustainable, local food systems, created and led by thriving, socially connected families and communities.
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Logo lockup This is the primary logo that will be used across primary brand applications. This logo helps audiences easily identify Breaking Bread on their social media presence, ads, and other materials, and enhances the professionalism of the brand. 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.
A.
Secondary logos In certain applications, the logo with no tag line will be used to supplement the logo lockup. A) Horizontal Logo The go to for applications with space restrictions where the tag line would become unreadable. B) Vertical Logo For use in vertical applications or when a thinner logo is necessary for horizontal applications. C) Watermark The grain icon is available to support and strengthen our brand identity. This icon does NOT replace using the Breaking Bread logo.
B.
C.
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color usage Instead of black use the specified grey. Our logos may be presented in either grey or white when color is not an option. For primary use, the orange logo should be used on the cream background. The cream colored logo should be used on the orange background. If layering the logo on a background color outside of the color palette or on an image, the white colored logo must be used. The orange and cream are our primary colors used throughout our brand. Any of the logos function well in orange on a cream background, or the inverse. See page 12 for color specifics.
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logo integrity To stage the logo properly, maintain a minimum clearance, equal to the size of the grain element, around the logo lockup and horizontal logo. Half the grain size must be used for the watermark and vertical logo. The scale of the grain element used to measure the clearance zone will always be the size of the grain element within the logo being placed.
Minimum size
.75”
The size of the logo can change, depending on its use; however, the logo must always be legible. To ensure this, the Breaking Bread logo should never appear smaller than .75” on its shortest side. For extreme circumstances that call for applications under .75”, only the icon should be used. The Breaking Bread icon should never appear smaller than .5” in height.
.5”
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Do not change the size or position of any of the elements.
Incorrect usage Consistent presentation of our brand identity is essential to building and preserving brand equity. Here are a few examples of incorrect uses of our identity system.
Do not add text to the identity system.
Do not reproduce the identity in an unapproved color.
Do not distort the identity. The logo should always remain proportional.
Do not use special effects such as drop shadows, gradients or strokes
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Color The Breaking Bread color palette is communicated by the dominance of orange and cream with highlights of gray. The simplicity of this color palette distinguishes Breaking Bread from its competitors and enhances the prominence of the brand. Color specifications are provided; do not substitute different colors or add colors to the palette.
Orange HEX: ed5633 RGB: 237, 86, 51 CMYK: 1, 82, 89, 0
Cream HEX: f3f0e9 RGB: 243, 240, 233 CMYK: 5, 5, 8, 0
Grey HEX: 444244 RGB: 68, 66, 68 CMYK: 67, 62, 58, 44
Typography Typography gives our brand a voice. Both typefaces are available from Adobe Fonts. Our header typeface is Cubano Regular. Cubano builds upon our tone of voice and writing style and gives a distinctive look for our brand. It is mostly used for headlines and should always be capitalized. Acumin Regular is our body typeface. It should be used as a complement to Cubano. It is mainly used for body copy.
cubano Regular
a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 ! ?
Acumin Pro Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789!?
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Pattern This pattern makes use of the horizontal and watermark logos. This is to be used on materials for marketing purposes. Specifically on our travel bags, and merchandise collections. Either of variations are acceptable color variations of the pattern. When applying the pattern to materials outside of the color family use the grey as the color for the logos.
Finishes Our brand makes use of these finishes to communicate the hands-on, warm, community driven tone of our organization. On imagery, an overlay of our orange (#ed5633) at a 49% opacity should be used to add warmth and color. This should be used on accent images. This stamp texture adds a genuine, natural feel to our brand. This stamp is to be used on tangible printed materials including but not limited to travel bags, napkins, menus.
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DESIGNED BY ABIGAIL GREWENOW UNIVERSITY OF MINNESOTA - TWIN CITIES IDENTITY & SYMBOLS FALL 2018