graphic standards and branding guide
Welcome to Fruit 1 Mission Statement Using the logo 2 Design 4 Color usage 6 Proper usage Typography
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What type?
Business System 11 Business card 12 Letterhead 13 Envelope
Contents
Marketing Application 15 Packaging 16 Around town 18 On the web 19 To wear
Welcome to
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Fruit and only fruit. No sugar, no harsh preservatives. Like our product our brand thrives on straightforward simplicity with no hidden agendas, just a clear goal: Getting you what you need when you need it without the hassle.
“simple living on the go�
Our dried fruit has nothing to hide. Grown organically, dried in the sun, and packaged with no preservatives we couldn’t represent a better client. To make the benefits of dried fruit more accessible, we package portioned serving sizes in a no mess no problem way. As new techniques and technologies continue to make our product and distribution better we apply such new methods to our packaging materials and design. It is our goal to work towards a zero waste world. We do our part by taking the complexity out of the process so you can do your part.
Mission Statement
Throughout this evolution we strive to maintain brand identity. The following pages contain guidelines on how to keep our branding consistent when applied to corporate communications and marketing materials. These standards are laid out to remove the guesswork for you.
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0.5 x
x
Our Logo
x
Minimum size is 3 picas Short and sweet.
Our logo should always 3 pica or larger.
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0.5 x
Follow these spacing guidelines for all logo applications. Using a minimum buffer spacing of 0.5x and a preferred spacing of x between our logo and surrounding objects or text allows for proper visual impact.
x
x
minimum spacing
preferred spacing
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To the right are three basic versions of our logo. Please use these as laid out in the adjoining guidelines. More variations both proper use and misuse are covered in the next few pages.
Color Usage
Color palette
To maintain color accuracy when printing company materials, use these colors provided based on the Pantone Matching System (PMS). When this is unavailable use the CMYK color matches listed, or RGB for screen based use.
Full color
PMS
CMYK
RGB
To be used at all times possible. Our spot color green provides the enlivening bridge between our nourishing product and our brand.
6 C (black)
70-50-30-100
0, 0, 0
374 C (green)
34-0-64-0
197, 232, 108
Grayscale
PMS
CMYK
RGB
Use this version when color printing is unavailable or not viable. The use of gray helps to separate and accentuate the leaf motifs from the type.
6 C (black)
70-50-30-100
0, 0, 0
423 (gray)
23-18-19-0
205, 205, 205
Black and white
PMS
CMYK
RGB
6 C (black)
70-50-30-100
0 , 0, 0
000 C (white)
0-0-0
255, 255, 255
Preferred use
Secondary use
Limited use Use when full color or grayscale are not available. Please limit this use to an absolute last resort.
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Proper Use This is it folks. Simple, straightforward. In a perfect world situations would never arise; however, there may be times our logo must be used in different settings. Here are some tips to help keep our branding intact.
First things first These are the three main logos to use starting with our primary choice of full color and moving on down from there.
Keep it sharp Transparent backgrounds are preferred, but in the event something more is needed use our full black background and pure white text.
At an angle
Stretched fruit
But its just the background
While mountain climbing fruit would be a wonder to behold we do not want to alter the context of our logo. Always keep it level.
We aren’t a taffy company, but if we were, a little stretching would be fun. To prevent confusion please do not stretch, pull, or squish our fruit logo.
The background is as much of a part of the logo as the type. Altering background colors changes the mood of our logo. Keep it sharp.
Change of color
Added elements
Missing elements
Ahhh, I get it. Like a tree right? While playing with color is fun, please refrain from altering any colors in our logo.
Sure, we want our company to grow, but our logo is our visibility. Little additions make this a whole new fruit. To maintain brand recognition do not add extra elements.
Where did those leaves go? Let’s keep it all together now. Never remove any part of our logo.
Let’s keep it larger than 3 pica.
Misuse
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This font is widely available on most programs to provide an easy way to our communications consistent. Please use this choice when creating printed or web communication material.
Can’t access Calibri? Here are the typographical guidelines for all company communications. This includes company correspondence and sales materials. This does not necessarily apply to advertising materials that will be design at the appropriate sizes.
Our official typeface is
Typography
Calibri
In applications such as Gmail use
Verdana When substituting with Verdana, go down 1 point size for body text and 2 point sizes for heading text. If neither typeface is available use the closest matching sans serif typeface accessible.
36 pt Need to separate from standard body text? Here are set sizes for larger text.
28 pt 24 pt
Headings To keep Calibri looking good use this typeface at 11 point single spaced in body text. For in text variation the smallest size Calibri may be used is 9 point while the largest is 14 point. For emphasis use bold or 14 point font.
Main Heading Heading Heading
9 pt small body text 11 pt standard body text 11 pt bold body text 14 pt
emphasis text
Body text
CALIBRI
calibri
ABCDEFGHIJKLM
abcdefghijklm
NOPQRSTUVWXYZ
nopqrstuvwxyz
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Business System Welcome to
When communicating as part of our company use the following materials as provided. Business card Letterhead Envelope
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p 888.707.6966 f 888.707.6967
www.gofrut.com gofruit@gmail.com
Business Card
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4 picas
6 picas
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Take care of business in style.
Letterhead and Envelope
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Marketing Application everywhere When applying our logo to merchandise and advertising materials keep it simple. Place our message at the forefront of any company or promotional designs by using plain white, transparent, or black backgrounds. Set the logo front and center. When placing smaller logos offset to the side and up toward a corner. Want to add some detail? That’s fine with us. Remember to represent our mission of simplicity by using the falling leaves template as it is provided .
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Packaging
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Around town
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On the web
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To wear
Chelsea Best