Your guide to strengthening our brand
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FRESH&CO.
BRAND GUIDELINES
FRESH&CO.
BRAND GUIDELINES
Contents
Our Brand
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Our Logo
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Our Typeface
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Our Colours
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Imagery
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This is a guide to explain the use of the Fresh&Co. brand style and to reinforce consistent application of the visual elements in all communications. It explains what our brand stands for, how it’s expressed, and how the creative elements fit together in all our communications. The guide should be followed when commissioning, designing or delivering any kind of communications including advertising.
Have a read, it will help you get to know us a little better.
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FRESH&CO.
BRAND GUIDELINES
Our brand At the heart of any brand is a big idea. Simple. Memorable. True. For Fresh&Co. our big idea is: Healthy Options Matter. For health. For pleasure. For beauty. For life. A simple but powerful expression of what we believe in. Healthy Options Matter is the focus of everything we do.
Fresh&Co.
Helping you make the right choices.
FRESH&CO.
BRAND GUIDELINES
With Healthy Options Matter at its heart, our brand platform is a summary of all the elements that make Fresh&Co. special. Our vision for the future is about the impact we want to make. The Brand Platform is the essential tool to help us to make the right decisions in everything we do.
Healthy Options that Matter
Our vision A world were healthy food is cherished and enjoyable
Our positioning The first fast-food restaurant offering a variety of healthy options
Our personality Trusted and Transparent Friendly and Welcoming
Our offer Healthy fast food - full of fresh and organic colours
Our positioning is the unique place we occupy in the world. Our offer describes what we do for our audience. Our values are the things we believe in that drive the way we do things. Our personality is the image we want to project.
Our values Healthy - Organic Sustainable - Fun Available
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BRAND GUIDELINES
Our logo Our logo is a very valuable asset and must be used consistently and appropriately, even minor variations will undermine and compromise the image of the branding. This logo is to be used for all printed collateral including all printed publications, advertising, billboards, posters, flyers and product packaging.
FRESH&CO.
BRAND GUIDELINES
Masterbrand Variations Do’s and don’ts. You wouldn’t wear one green and one purple sock. So please, take a moment to think about how you apply the Fresh&Co. identity. Make sure you always use master artwork when reproducing any brand identity component. It should never be recreated under any circumstances. Always ensure you are using the correct artwork for the application.
MONO VERSION Where full colour reproduction of the Master Brand identity is not available, the mono version should be used.
Mono version - Horizontal
Mono version - Stacked
WHITE VERSION Where the background does not contrast sufficiently strongly with the full colour or monoversion Master Brand Identity, the white version should be used.
White version - Horizontal
White version - Stacked
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EXCLUSION ZONE 10%
The Fresh&Co. logo should always be surrounded by a minimum area of space. The area of isolation ensures that headlines, text or other visual elements do not encroach on the logo. A margin of clear space equivalent to 10% of the overall logo is drawn around to create the invisible boundary of the area of isolation. This area of separation is a minimum and should be increased wherever possible. The same logo should be used on all communications except for the .ico file when the specific version should be used.
10%
10%
Fresh&Co. 10%
MINIMUM REPRODUCTION SIZE In the primary logo format a minimum size must be adhered to so that legibilty is retained. There are no predetermined sizes for the Fresh&Co. logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility.
Fresh&Co.
Fresh&Co. 10mm height - Print
15mm height - Web
There is no preset maximum size for the Fresh&Co. logo. Minimum sizes are as shown here. When smaller then 25mm height, the icon should be exchanged by its solid version. .ico file
There is a specific file for Favico which is 16px by 16px.
FRESH&CO.
BRAND GUIDELINES
INCORRECT USE Do not alter the Fresh&Co. logo in any way. Do not animate, color, rotate, skew, or apply effects to the logo. Do not separate the elements. Never attempt to create the logo yourself, change the font, or alter the size or proportions.
Do not modify the composition
Do not rotate the logo
Do not change colours
Do not apply any effects
Do not place the logo on colours which will blend
Do not skew or change the logo scale’s size
Do not alterate the logo typography
Do not place the logo on top of busy images if it affects the visibility of the logo
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FRESH&CO.
BRAND GUIDELINES
Our Colours Colours are what give us our personality. We’re bright, bold, colourful and confident. Our colours are simply loud and clear. Accurate reproduction of the brand colour scheme is essential in communicating a clear and consistent message about the company image. The Pantone colours should be used wherever possible, and with CMYK / RGB being matched as closely as possible depending on the materials and print process. Black and white are acceptable as accent colours, in addition to the colours within the assigned scheme. Tints can be used for internal layouts, for example, charts and diagrams.
PANTONE 368C
PANTONE CG9C
PANTONE 364EC
PANTONE 432C
PANTONE 604C
PANTONE 158C
PANTONE 703C
C63 M0 Y100 K0
C80 M58 Y53 K57
C87 M42 Y100 K45
C79 M62 Y57 K50
C9 M4 Y98 K0
C2 M69 Y100 K0
C18 M92 Y67 K5
R107 G183 B19
R43 G58 B63
R17 G79 B7
R43 G58 B63
R239 G223 B24
R238 G112 B31
R194 G55 B75
FRESH&CO.
BRAND GUIDELINES
Our Typeface As with our logo, consistent use of our corporate typefaces reinforces Fresh&Co. brand identity. Our brand typeface is QuickSand - it should be used for all applications, except for letters, powerpoint, internal documents, or online HTML text. In these cases, use Myriad as the default font. Keep typography simple. Do not overcrowd layouts and do not use too many type sizes. Use weight to draw emphasis instead.
Caneletter Script
Quicksand
Aa Aa
Aa Aa Aa
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Light
Regular
Quicksand - Light
Quicksand - Regular
Quicksand - Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
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General typographic design should be applied using the following parameters:
WEIGHT
SIZING
Fresh&Co. communications use all weights of Quicksand and Myriad. Regular should be used for all body copy and Bold where appropriate for titling and other uses.
The smallest size permitted is 4 point. This should only be for certain print uses such as credits. There is no upper size limit. ALIGNMENT
STYLE Manipulating the typeface is prohibited. Stretching, condensing, outlining and drop shadow must not be used.
SPACING Type should be set at 100% word spacing. When using Myriad letter spacing (Tracking) should be set at 0 and Quicksand at -40. In some circumstances it may be necessary to adjust the spacing between individual characters manually.
Text should be generally ranged left. Range right is used in some instances on screen. LEADING Leading should always be set to +16.6%. Eg. leading on 24pt type would be 28pt. Above 36pt leading can be adjusted manually. The ascenders and descenders in the typeface should never touch. COLOUR Type can be set in any colour stated in the palette from the Fresh&Co. brand guidelines.
FRESH&CO.
Shapes & Patterns These are different options for enforcing the brand throught a broad range of items.
BRAND GUIDELINES
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Icons The icons developed for Fresh&Co are mainly monocolour, simply shaped and flat. No gradients, shadows or any other modification should be applied to these. The only acceptable usage of the icons are the one displayed on this manual.
FRESH&CO.
Uniforms The staff working in our restaurants must wear the corporate uniforms at all times while in working shifts. There is two different uniforms. Chefs must wear white garments and the Fresh&Co. apron. The remaining staff must wear the polo shirt with Fresh&Co. brand and black formal trousers.
BRAND GUIDELINES
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BRAND GUIDELINES
Imagery The quality of images used is also paramount to illustrate the quality of the Fresh&Co. brand. An image used should be no less than 300 dpi and enlarged no greater than its original size - ie kept at 100%. In addition, when resizing an image do not distort it either horizontally or vertically. Therefore, always resize an image with percentage values and do not drag the picture placeholders to resize. Do not use Clip Art. Should no photographic image be available do not use any image. The preference will be to use colour images if the hardware being used to produce the printed item is able to produce full colour. A wide range of imagery is available to express our brand personality. Example themes will be shown over the following pages. When using any of these types of imagery, ensure that the logo is fully legible.
FRESH&CO.
Dishes To display food, choose images filled with vibrant colours and healthy components. Always search for clean, tidy and well composed structures.
BRAND GUIDELINES
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Close up/detail Make sure the colours are vibrant and the composition of patterns are eye catching.
FRESH&CO.
The customers Our visitors are people who are generally interested in their physical and mental health. People who do healthy choices, look and feel happier, relaxed and have good relationships with their friends and family.
BRAND GUIDELINES
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The customers Select pictures that transmit happiness, friendship, lightness and freshness.
FRESH&CO.
Fairly Sourced Food Every product in the Fresh&Co. restaurant is sourced fairly. We are proud of our farmers and producers and we want to show this to our customers.
BRAND GUIDELINES
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BRAND GUIDELINES
Fairly Sourced Food Use inspiring and reasuring pictures.
FRESH&CO.
Do not use Avoid using clip art or illustrations. We are transparent and real. We want our customers to feel it through our images.
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Do not use Don’t use imagery that shows products which customers will not find in our restaurants. Artificial sweetners and colourings are not part of our ingredients.
FRESH&CO.
Do not use At Fresh&Co. we do burgers. But healthy ones. Do not use images that show fat and fake meal sizes. Avoid using children eating too many portions or too big portions. We do not want to incentivate them to eat more than they should.
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Notes
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Notes
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Notes
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Notes
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For help & guidance please email branding@fresheco.co.uk
check my portfolio Š Fresh&Co. 2014