People’s Organic Market Sierra Hamilton by Courtney Mayer

Message from Creative Director The local food store expresses the vision and values of Peopleâ&#x20AC;&#x2122;s Organic Market. It is the visual representation of the environment and freshness of the local neighborhood of our people. This shows the importance of quality and attention to detail behind the company of Peopleâ&#x20AC;&#x2122;s Organic Market. They offer only the freshest produce and products in the San Diego community. The unique qualities of this market are expressed in an effective and efficient way. Thank you for your decision to participate in a healthy lifestyle. Sierra Hamilton

1 |The Brand Universe 1.1 Guidelines The brand expresses the vision and values of People’s Organic Market. It is the visual representation of the ideals of the city, its people, its culture and the healthy lifestyle movement—in addition to being a valuable marketing property. To preserve the official brands, guaranteeing their integrity and emotional value is essential for the maintenance and continuity of People’s Organic Market. 1.2 People’s Vision and Mission The goal of the People’s Organic Market is to contribute to building a healthy and happy world by educating the community through an active lifestyle. The purpose of this business is for everyone to be able to purchase of organic produce, grocery, dairy, and bulk foods and herbs, as well as vitamins and homeopathic. 1.3 People’s Spirit The quality of People’s Organic Market is expressed by Sustainability and Liveliness. Sustainability The quality of not being harmful to the environment or depleting natural resources, and thereby supporting long-term ecological balance. These are the virtues that that make People’s Organic Market great. The People’s brand is a living example of transformation through an overall well-being.As individual consumers, and as employees in corporations, we make decisions every day about the food we buy, which gives us great power to reshape the way we produce, process, transport, and use food. Liveliness People’s Organic Market that balances freshness and efficiency with quality, lightness and attention to detail. It knows that all that is truly unique requires a combination of energy or alertness. It is a creative, yet careful approach, capable of providing a community with environmentally friendly, organic products.

1.4 Presentation More than a form, more than a font and the colors that compose its material expression, a brand needs to have a soul. It is a combination of values and beliefs that give the brand a more human dimension, drawing people in and creating a connection. This Chapter contains the conceptual framework that gave birth to the Peopleâ&#x20AC;&#x2122;s Organic Market brand. In addition to the principles and inspiration that guided the creative process, the following content also includes the Essence, the Attributes of the Peopleâ&#x20AC;&#x2122;s Organic Market Brand.

1.5 Inspiration and Concepts

1.6 Brand Essence

1.7 Brand Attributes

People’s Organic Market is a brand born with a huge challenge: They are San Diego’s only customer-owned grocery store, we specialize in products that are organic, wholesome, minimally processed, vegetarian and environmentally safe. The People’s Organic brand expresses unity, inspires natural, cost-effect grocery shopping. They are attracting people who are looking for new ways to eat and are seeking out a healthier lifestyle.

Aimed at providing the resources to pursue a healthy lifestyle, while still making it convenient for the ordinary person, the People’s Organic Market ‘look’ is far more than a mere branding exercise – this design will be a source of sustainability, health, and community. Venues, products, uniforms and everything associated with People’s Organic Market will have this stamp. Ocean Beach will display the best organic farmers market on the planet.

Ocean Beach People’s Organic Food Market is a member-owned vegetarian food co-op that has been serving the community since 1972. San Diego’s only customer-owned grocery store, we specialize in products that are organic, wholesome, minimally processed, vegetarian and environmentally safe.

Inspiration and concepts that guided the creation of the brand originated from a simple, yet powerful idea: To make healthier choices and feel more empowered when they are shopping at People’s. They want everyone to feel welcome and open to the idea of a coop. They also want to view the brand as healthy and not just a trend but a lifestyle of eating fruits and vegetables.

Our visual language is based on the simple handwritten typeface, with carefully crafted letters.. The design arose from the fresh produce provided at People’s Organic Market.

2 | The People’s Organic Market Brand There are a series of immediately recognizable symbols that create People’s Organic Market. These symbols transmit the values of the company.They are the hand drawn characters and the People’s Organic Market Emblem.

2.1 Peopleâ&#x20AC;&#x2122;s Organic Market Fresh and Lively Freshness depicts the quality of Peopleâ&#x20AC;&#x2122;s Organic Market as a company. Excellence is displayed by products that are recently produced, made, or harvested. Lively not only represents the food, but the actions and characteristics of our team. We are constantly full of movement and energetic about a healthy lifestyle. We source the most natural products without the preservatives or additives. We believe being in good health is the most enriching way to live. By fueling our bodies with fruits and vegetables, we aspire to be our happiest selves.

2.2 Typography The design of the People’s Organic Market font depicts the essence of the market’s emblems: fresh and lively. The boldness of this creation is not only in the design, but also in its importance for the design market in Ocean Beach. The People’s font is one of only a few bespoke fonts created by an organic market. Each letter expresses a characteristic of People’s Organic Market, its community and the city. The letters are hand-written type, thin, smooth lines, that show quality and craftiness, depicting the products sold at People’s Organic Market. Each letter has been crafted by hand to display the natural excellence of the market. Two standardized fonts have been chosen for People’s brand identity. They are to be used in all printed and online communications. Each of the typefaces was selected for its visual compatibility with the People’s emblem and for its ability to convey a personality that is consistent with our brand story. Only use the weights and styles shown on this page.

2.3 Primary Typeface People’s Organic Market Handwritten typeface: The typography was created specifically for People’s Organic Market. Sierra Hamilton hand wrote each letter capitalized. The typeface feels organic and alive, just as the company does. Script typefaces are based upon the varied and often fluid stroke created by handwriting. Handwritten — CAPS

2.4 Secondary Typeface Calibri| This typeface was chosen for its friendly, complementary qualities to the handwritten typeface of People’s Organic Market . Calibri— Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz1234567890 Calibri— Light ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz1234567890

2.5 Primary Color Palette It is important that the full-color version of the Peopleâ&#x20AC;&#x2122;s Organic Market maintain a consistent appearance of the logo and all visual communications across various media types and materials. Using colors consistently in all communication will strengthen brand recognition, create impact and differentiate our brand.

C=11 M=27 Y=3 K=1 R=218 G=187 B=209

C=17 M=8 Y=68 K=1 R=214 G=210 B=114

C=13 M=1 Y=34 K=1 R=220 G=229 B=182

C=22 M=5 Y=52 K=1 R=201 G=212 B=145

C=48 M=5 Y=44 K=1 R=135 G=192 B=160

C=8 M=32 Y=51 K=0 R=232 G=178 B=132

C=41 M=5 Y=25 K=1 R=148 G=199 B=193

C=14 M=18 Y=30 K=1 R=216 G=199 B=175

C=28 M=37 Y=0 K=0 R=181 G=161 B=205

2.6 Secondary Marks When certain constraints prevent the use of the primary fullcolor version of the Peopleâ&#x20AC;&#x2122;s Organic Market Logo, use one of the alternative secondary marks.

2.7 Peopleâ&#x20AC;&#x2122;s Organic Market Logo: Full-color The full-color version of the Peopleâ&#x20AC;&#x2122;s Organic Market Logo is the primary use of the identity system. It is strongly recommended that this version be used in branded applications whenever possible. CMYK reproduction files are available for specific application requirements.

2.8 People’s Organic Market Logo: Minimum Size To ensure the integrity of the full-color version of the People’s logo, do not reduce its width to less than 1.3” X 1.7” for print or special usage, and 2.5” X 2.0” inches for screen applications. Other reproduction methods will require the minimum size to be greater than the sizes identified here.

1.3’’

1.7’’

2.0’’

2.5’’

2.9 Unacceptable Uses The consistent and correct application of the People’s Organic Market logo is essential. Always follow the standards presented in these guidelines. The examples on this page illustrate some of the unacceptable uses of the People’s Organic Market logo. • Never substitute type in the logo. • Never alter the colors in the logo. • Never add elements inside or over the logo. • Never tilt the logo. • Never distort the shape of the logo. • Never alter the proportions of the logo in any way. • Never rearrange the elements of the logo, unless there is a special usage and approved by Sierra Hamilton. • Never reverse the brandmark to white, unless it appears over a colored or grayscale image for special uses such as an advertisement or automobile wrap.

People’s Organic Market

2.10 Image Library A carefully managed approach to selecting photography and illustration will distinguish the Peopleâ&#x20AC;&#x2122;s Organic Market brand and create a lasting impression. There are two general photographic categories for image selection, environments and produce. Using images from these categories can help support the Peopleâ&#x20AC;&#x2122;s brand story. It is important to select imagery that is fresh, lively, and aesthetically pleasing.

3 |Selected Identity Applications Peopleâ&#x20AC;&#x2122;s Organic Market uses analysis, synthesis, and evalutation to create exceptional outcomes, design form, and systematic visual unity.

3.1 Business Stationery Use the following specifications for the official Peopleâ&#x20AC;&#x2122;s Organic Market.

3.2 Business Cards The front of the business card contains the Peopleâ&#x20AC;&#x2122;s Organic Market emblem. All contact information and website are located on the back. Colors used full-color CMYK. The color used on the back is full-color CMYK.

3.3 Letterhead The letterhead contains the Peopleâ&#x20AC;&#x2122;s Organic Market emblem and contact information. Colors used on the front of the letterhead are full-color CMYK. Stock used is Mohawk Navajo Writing, 28 lb. Brilliant White. No aqueous coating is applied to this uncoated sheet. Adequate white space around the logo allows the logo to be prominent.

3.4 #10 Envelope The #10 two-color square flap envelope contains the Peopleâ&#x20AC;&#x2122;s Organic Market emblem and contact information. Colors used on the parent sheet of this converted envelope are full-color CMYK. Stock used is Mohawk Navajo Writing, 28 lb. Brilliant White. No aqueous coating is applied to this uncoated sheet. All Peopleâ&#x20AC;&#x2122;s Organic Market address information and supporting line art is placed on the back flap. Adequate white space around the logo allows the logo to be prominent.

3.5 Environmental Signage Signage helps people identify, navigate, and understand environments. All interior directional signage will utilize the Peopleâ&#x20AC;&#x2122;s Organic Market emblem or secondary marks, and slogan using Peopleâ&#x20AC;&#x2122;s handwritten typeface and supporting photographic and illustrative imagery.

3.6 Ephemera Ephemera helps the community identify and experience the People’s Organic Market brand story. All ephemera will utilize the People’s Organic Market emblem or secondary marks, using People’s handwritten typeface and supporting photographic and illustrative imagery.

3.7 Web Advertisement Print communications inform, identify and experience the People’s Organic Market brand story in a clear and engaging way. All print communications will utilize the People’s Organic Market emblem or secondary marks, and slogan using People’s handwritten typeface and supporting photographic and illustrative imagery.

3.8 Website The website contains the Peopleâ&#x20AC;&#x2122;s Organic Market logo and contact information. It helps users shop online, find the resources they need, and learn the history of Peopleâ&#x20AC;&#x2122;s Organic Market and how they started.

4.0 |Contact Information Peopleâ&#x20AC;&#x2122;s Organic Market 4765 Voltaire Street San Deigo, CA 92107 619. 224. 1387 http://obpeoplesfood.coop Sierra Hamilton Creative Director, Designer 949. 257. 3427 sierrahamilton9@gmail.com

Art 333 | Branding and Identity Programs Courtney Mayer, Professor Sierra Hamilton 2016 Printed at Repographics Inner Pages: Stock: 32# Hammermill Text Cover: Stock: 100# Hammermill Cover Saddle-stich