BRAND STANDARDS
GENERAL REFERENCING THE BRAND NAME Every time the brand name is referenced in copy it should be displayed as Waukesha FOOD Pantry. Referencing the organization as The Pantry, is acceptable as well, however, this must only happen after the brand is formerly introduced as, Waukesha FOOD Pantry.
GRAMMATICAL STYLE OXFORD COMMAS
Waukesha FOOD Pantry Vertical Logo
The Waukesha FOOD Pantry brand uses Oxford commas in sentence structures.
IDENTITY USAGE The only usages permitted for the Waukesha FOOD Pantry logo are shown to the right.
LOGO ORIENTATIONS There is one horizontal and one vertical version of the Waukesha FOOD Pantry Logo. Samples are shown to the right.
Waukesha FOOD Pantry Horizontal Logo
Waukesha FOOD Pantry Black Logo
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WAUKESHA FOOD PANTRY BRAND STANDARDS
Lt. Blue
COLORS PANTONE Light Blue: PMS 307 Dark Blue: PMS 294 Green: PMS 368 Dark Purple: PMS 259 Light Purple: PMS 248 Orange: PMS 159
Dk. Blue Green
Dk. Purple Lt. Purple
Orange
Pantone
CMYK
RGB
CMYK Light Blue: 100/16/0/27 Dark Blue: 100/58/0/21 Green: 57/0/100/0 Dark Purple: 55/100/0/15 Light Purple: 40/100/0/2 Orange: 0/66/100/7
RGB Light Blue: 0/120/174 Dark Blue: 0/85/150 Green: 122/193/67 Dark Purple: 120/29/126 Light Purple: 159/33/139 Orange: 227/111/30
WAUKESHA FOOD PANTRY BRAND STANDARDS
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WEB Light Blue: #00598B Dark Blue: #073870 Green: #5EA51F Dark Purple: #570B5B Light Purple: #7C0A68 Orange: #C44D03
Web
Rich Black
Black
RICH BLACK 75/67/67/90
Gray
BLACK k=100
GRAY
White
k=83
WHITE 0/0/0/0
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WAUKESHA FOOD PANTRY BRAND STANDARDS
TYPOGRAPHY HEADLINES Nevis Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
BOLD/ITALICS Avenir 45 Book Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Avenir 95 Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
BODY COPY Avenir 45 Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
WAUKESHA FOOD PANTRY BRAND STANDARDS
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PANTRY FACTS: More than 300 people volunteer regularly at the FPWC.
SUPPORT GRAPHICS BACKGROUND BOXES Background boxes are always used to house imagery, copy, or both imagery and copy when used together in articles. Background box samples and their uses are shown to the right. Notice that all of the background boxes are always slightly distorted and all of the sides are not necessarily the same length.
In 2012, volunteers contributed 28,574 hours of service to the FPWC.
Copy on Background Box Sample
IMAGERY CALL-OUT TREATMENTS Call-out boxes are used except they are treated almost like leaders in some cases to an introductory headline. Another call-out treatment is seen below. This utilizes a different colored, thick stroke and large copy. This is also another option that can be used to further separate a call-out from the main body copy in a Waukesha FOOD Pantry layout.
BORDERS When borders are used, a thick solid line with sharp corners is always preferred.
OVERALL LOOK & FEEL
Image on Background Box Sample
Waukesha FOOD Pantry’s look and feel provides a sense of energy and optimism in the viewer. This feeling is achieved using lively, colors, positive imagery, contrasted type weights, and irregular caption boxes that communicate motion or vibration. Call-Out Background Box Leader Sample
Call-Out Stroked Box Sample
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WAUKESHA FOOD PANTRY BRAND STANDARDS