Rising Roots Brand Guidelines by Jessica Kennedy

Brand Guidelines

2021

These guidelines were designed to help maintain a consistent brand identity and visual style across all of the various materials and applications that may be created in support of marketing Rising Roots. Please follow them closely when creating assets for the brand.

Brand Guidelines

2021

Rising Roots

Connect with the healing power of real food, nature, and one another.

Contents

Brand Guidelines

Colour Palette

Logo Clear Space Secondary Mark Application

Imagery

Typography

Application

Pillars

Rising Roots

“healing” “collective” “transformative” “empowering”

Pillars These are words or phrases that support your overarching mission or vision.

Brand Guidelines

The name Rising Roots comes from the belief that we grow like trees. While we grow up and into adults, we also grow roots into the Earth that reconnect us with the healing power of real food, nature, and one another.

Rising Roots

Brand Guidelines

Logo Primary Logo

The Rising Roots logo is modern with clean and friendly linework. The main typeface (Beloved Sans), allows for subtle script elements to pull through, echoing a root system found within nature with a contemporary twist. The hand-drawn “g” not only balances the name, Rising Roots, but beautifully symbolizes the main pillars upon which Rising Roots was built: food, nature and connection. Broken down, the “g” starts out as a Lemon; a bright fruit symbolizing clean eating and picked directly from nature. Keeping with the stroke of the letter, the “g’s tail” naturally flows into a root system that hooks below the earth before making its lively entrance above ground into healthy leaves reminding us we must grow down to heal as well as upward when shaping our health and wellbeing. Overall the logo creates an easy to read but fresh look that invites it audience to reflect on the importance of connecting to nature through food.

transformation real food

rooted in the earth

growth

Brand Guidelines

Rising Roots

Clear Space

Clear space is the specific amount of space that a logo must have on all sides, no matter where it is used. The reason for clear space is to ensure that a logo maximizes visibility and impact. When scaling logo small, do not use tagline

R R

Rising Roots

Brand Guidelines

Secondary Logo Secondary logos are necessary now more than ever. Directional, scalable variations of your logo easily enable your brand to adapt to the ever expanding marketplace for which your logo will be displayed furthering your brands recognition and reach.

Brand Guidelines

Rising Roots

Alternative Mark An extention of your logo is an alternative mark; a simplified image (hand-drawn or illustrated) that’s representative of your brand’s aesthetic .

Rising Roots

Brand Guidelines

Logo Application

Rising Roots

Brand Guidelines

Typography

Typography builds brand regcognition and influences consumer decision making. When choosing typography for your brand, we account for typefaces, their fonts, contrast, white space, alignment, colour and hierarchy.

Headings

beloved sans bold abcdefghijklm nopqrstuvwxyz 0123456789

Brand Guidelines

Rising Roots

Subheadings

Minerva Modern bold

Body

Pontano Sans regular

Quotes + Testimonials

Rollerscript Smooth Smooth

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789 ABCDEFGHIJKLMN O P Q R ST U V W X Y Z abcdefghijklmn opqrstuvwxyz 0123456789

Brand Guidelines

Rising Roots

Typography Hierarchy

Wellness coaching

Empowering you to take charge of your health Rising Roots encourages youth, and their families, to take charge of their own health. Through personalized coaching, nutrition and cooking classes, and supportive community events, Rising Roots creates experiences that support you on your journey to better health.

“We believe that if we can realign our food with nature, we can restore the foundation and future of health for the next generation.”

HEX: f9bb55 R: 249 C: 2 G: 187 M: 29 B 85 Y: 77 K: 0

light

HEX: d0d9d2 C: 18 R: 208 M: 8 G: 217 Y: 16 B 210 K: 0

HEX: fffdf9 R: 255 C: 0 G: 253 M: 0 B 249 Y: 1 K: 0

soil

Rising Roots palette is composed of colours found in nature. The palette awakens all your senses and evokes walking through an organic farm or garden during sunrise.

sage

Colour sets the mood of brand expression, and creates mental associations to the meaning of your brand within the context of the world it lives in.

HEX: 80958f R: 128 C: 53 G: 149 M: 32 B: 143 Y: 42 K: 3

grapefruit

Colour palette

pine

Fre

g in

Light, Nouris , h sh

Brand Guidelines

sunshine

Rising Roots

HEX: f4ad8b R: 244 C: 2 G: 173 M: 37 B 139 Y: 44 K: 0

HEX: 30343b R: 48 C: 75 G: 52 M: 66 B 59 Y: 56 K: 53

Rising Roots

Brand Guidelines

imagery

Photography and imagery for Rising Roots encapusates mindfulness with a focused and purposeful approach. Imagery embraces bright coloured food, natural materials, and bright sunlit environments. Images do not feature any particular person(s) face, instead tries to capture an action by a child or family that is symbolic of wellbeing (cooking food, being active or enjoying nature together.) This allows for all types of families to see themselves engaging in the Rising Roots experiences.

Embrace: Close ups, organic textures, natural lighting, one colour or solid white coloured backgrounds, perfect imperfections (ex. messy hands, floured surfaces). Avoid: dark photography, neon colours, images with alcohol or sharp tools.

Style: Mindful Simple focus on connecting people with real food. Creating space for health. Tools that nourish, restore and heal.

Rising Roots

Brand Guidelines

application

Rising Roots

Brand Guidelines

Rising Roots

Brand Guidelines

For further questions or artwork approvals, please contact jessica@curious-beings.com