brand identity
HUNGER
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contents
4 about us 5 strategy 6 visual style 8 logo 10 wordmark 12 color 14 typography 15 correspondance 20 packaging 22 advertisments
& visualization
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what we’re all about 4
Hunger Enterprises © is a non-profit organization
that raises funds to benefit food aid programs in the United States. By packaging and selling snack food, we raise awareness of hunger issues that are commonly overlooked. Many people think that hunger issues are more common in foreign countries. Our goal is to show that these issues are affecting Americans everyday. By raising awareness, we hope to improve living conditons of those who are hungry. Creating Hunger Brand Snacks encourages our consumers to think about the less fortunate. Whenever you buy one of our snacks, proceeds from sales go toward food aid programs. Currently we are working with Feed America ©, School Lunch Program ©, and No Kid Hungry ©. These programs help the homeless, families, and children living in poverty. Hunger Enterprises © has a goal to change the world we live in – one bite at a time. By helping others in need, we can support Americans in the fight against hunger.
our strategy Our goal is to allow Americans an easy way to get involved in the fight against hunger. Many Americans with a steady income purchase food items on a weekly basis. By selling Hunger Brand Snacks, we are giving people of the United States an easy way to contribute to food relief programs without having to go out of their way to donate. Along with donated proceeds, we also allow people to contribite by donating online on our website www.stateofhunger.com. Donations can be made specifically toward any of our supported food aid programs. Our brand brings awareness by providing statistics of hunger studies in the United States. Many of these statistics are surprising and encourage more involvement to end these issues.
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Visual Style
Our main packing mark inlcudes a rip, usually in yellow. The rip references something being uncovered – in this case, it refers to the unveiling of knowledge about food issues in the United States. The mark is used on snack packaging, stationary, and in advertisements. It symbolizes the struggle of Americans in poverty. Visually, our logo, wordmark,as well as facts and other information, are presented inside of the rip with the object or text being cut off, as if it is underneath.
The logo set within inside space should be cut off and torn by the rip while still being ledgible
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w w w.s
ta te o fh
u n g e r.
com
The fork is also a symbol of hunger. However, the only context it should be used in is on the business card in this manner. Business cards are custom made for Hunger Enterprises Š employees.
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logo Hunger Enterprises ©
Maximum Size depends on media, but never too large except on billboards
xxx Minimum Size
Logo should not be skewed or distorted
“H” of logo should not be used as the “H” of the wordmark
UNGER
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Logo should not be put into a box
H
between fork symbols based on DIN Condensed
7 square units
6 3/4 square units
11 square units tall
21 square units Diameter = 4.5 square units
Diameter = 2 square units
Replication of the logo should only be done in partner and with permission from Hunger EnterprisesŠ. The mark can be replicated on billboards, signs, and advertisments approved by the company. 9
We are our mark, our mark is us. 1.
This wordmark should only be used on stationary.
orange with 27 % opactity on color stock
wordmark
2.
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3.
This mark is seen on business cards. It is downloadable from out website.
This mark is seen on food products but is more flexible in use on advertising and can be used in multiple colors.
Our tyography for our wordmark is an set of letters based on DIN Alternative typeface
ABCDEFG HIJKLMN OPQRSTU VWXYZ 11
colors Using bright, warm colors fill the hearts and stomachs of our buyers and those that are given help in return. 12 12
sour cream & cheddar
BBQ
sea salt
business card logo
potato crisp bag colors
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typography
HEADLINES
DIN Condensed Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz paragraph text
Adobe Garamond Pro
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz use in 11 pt text DIN Alternate Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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stationary
Governor, Hunger Enterprises 938 Empty Road Theeyes, ME 14940
The right to food ensures peoples’ right to access adequate food sources and feed themselves in dignity. It protects all humans from hunger, food insecurity, and malnutrition. Today, 106 countries recognize the right to food through either constitutional agreements or the approval of various international treaties that protect the right to food.
paragraph text is Adobe Garamond Pro 11 pt 13.5 leading
The United States is one of few nations left in the world that has made no recognition to the right to food. Feeding America estimates that there are approximately 49 million Americans living in food insecure households: 33.1 million adults and 15.9 million children. That’s approximately 14.5% of American households, or 1 in 6 people, struggling with hunger in the “land of plenty”. As a nation that claims a superior human rights record, this is simply unconscionable. No one should go hungry in the wealthiest nation in the world. It’s time the United States led by example in the fight against hunger rather than trailing far behind the rest of the world. Tell President Obama and UN Ambassador Samantha Power you support the recognition of the right to food and ask them to draft legislation or approve international treaties that protect this critical human right.
Hunger Enterprises strives to help with poverty and hunger issues in the United States. Raising money towards food aid, we take action and hope to include federal goverment in helping with the cause.
Kathryn Crossman Project Manager
Contact information specific to employees
Executive Office
315-667-8292
Hunger Enterprises
stateofhunger@hunger.com
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envelopes
Envelopes are specific to employees DIN Alternate
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w w w. s
tateof
hunge
r. c o m
Staff will each be given their own specific business cards with job position
e r. c o m
Kathryn Crossman
938 Empty Road Theeyes, ME 14940
fhung
HUNGER ENTERPRISES
w. s t a t eo
business cards
Project Manager 315.667.8292
Making the world a better place
one bite at a time.
–
kathr yncrossman@stateofhunger.com
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packaging
Double wordmark used for all snack packaging
Flavor
Image pertaining to flavor, cut off by rip at the bottom, but is not cut off at the top
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Each flavor has it’s own statistic about issues of hunger in America
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visualization
Our potato crisps are made with a message – a message with a hope to gain participants in the fight against hunger.
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Ashley Ludlow Produced at Fredonia State Š 2015 26