Keto-Mojo Brand Guidelines
LEARN. MEASURE. THRIVE. GO MOJO
MISSION STATEMENT To manifest a healthier humankind by changing the way we shop and eat, which will lead to changes in health policy and ultimately influence farming practices. We strive to make the ketogenic lifestyle accessible, approachable, and enjoyable by offering an affordable, accurate blood ketone and glucose testing meter with a lifetime guarantee.
TABLE OF CONTENTS
01
Logo
02
011 013 015 017
PRIMARY LOGO SECONDARY LOGO CLEAR SPACE LOGO SCALE
021 023 025
PACKAGE PRINT WEB
029 031
PRINT WEB
Typography
03
Color
04
Imagery
01 Logo
Our logo is our most valuable brand asset. It should remain consistent across our communication channels and never be modiďŹ ed. Use these guidelines to determine the best way to apply the Keto-Mojo logo
LOGO USAGE | PRIMARY LOGO
KETO-MOJO BRAND GUIDELINES
011
LOGO USAGE | SECONDARY LOGO The secondary logo will be divided into symbol and logotype, It will be used if the space is limited. The ™ (Trademark) symbol will have the TM on the bottom right at the end of the logo differing from the ® (Registered) symbol will be at the top right.
— Symbol
— Logotype
Keto-Mojo
— Trademark
KETO-MOJO BRAND GUIDELINES
— Registered
Keto-Mojo
Keto-Mojo 013
LOGO USAGE | CLEAR SPACE Standards should be set to distinguish the space around the logo which is referred to as clear space. This helps ensure the distance from other graphic elements that surround the logo. Ultimately, clear space increases the visibility and impression on the audience.
4X X X 5X
2.5 X
18 X
KETO-MOJO BRAND GUIDELINES
— Symbol 4X
X 5X
— Logotype 15 X
3X X
015
LOGO USAGE | SCALE The primary logo is used on a variety of materials and spaces. If the primary logo goes under 0.5 inch horizontally it must be replaced with the secondary logo.
— Small Use Under 0.5"
KETO-MOJO BRAND GUIDELINES
— Standard Use
Over 1"
017
02 Typography Typography is a crucial element of our visual identity
Using our chosen typefaces, the correct colors and weight, ensures that our typography is consistent and legible across all our communication channels.
TYPOGRAPHY USAGE | PACKAGE
— Headline Nunito bold
Glucose Test Strips
— Body Text Roboto regular
Measures from 10 - 700 mg/dL (0.56 – 38.89 mmol/L) 96% accuracywithin 10% of laboratory reading. ISO15197:2013 accuracy 15 mg/dL if ≤100mg/dL Reaction time: Results in 5 seconds
— Secondary Text Roboto medium
WARNINGS: Flammable; keep away from fire and flame. Keep out of reach of children. If swallowed, get medical help.
KETO-MOJO BRAND GUIDELINES
Nunito bold — Headline
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890~!@#$%^&*(){} Roboto regular — Body Text
Roboto medium — Secondary Text
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*(){}
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*(){} 021
TYPOGRAPHY USAGE | PRINT
— Headline Lato bold
Seared Steak & Cherry Tomatoes with Buttery Garlic Spinach
— Body Text Lato regular
This easy steak meal is fresh, bright, and satisfying with seared tomatoes and buttery, garlic-kissed spinach. Here, steak is cooked medium-rare. If you prefer your steak cooked to medium or medium-well, add 2 or 4 more minutes respectively to the roasting time.
— Secondary Text Roboto regular
This easy steak meal is fresh, bright, and satisfying with seared tomatoes and buttery, garlic-kissed spinach. Here, steak is cooked medium-rare. If you prefer your steak cooked to medium or medium-well, add 2 or 4 more minutes respectively to the roasting time.
KETO-MOJO BRAND GUIDELINES
Lato bold — Headline
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890~!@#$%^&*(){} Lato regular — Body Text
Roboto regular — Secondary Text
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*(){}
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*(){} 023
TYPOGRAPHY USAGE | WEB
— Headline Lato bold
Keto Maple-Bacon Brussels Sprouts
— Body Text Cardo regular
These brussels sprouts get a deliciously crisp and caramelized sear in smoky bacon fat. Finished with a
salty-sweet maple-balsamic sauce and crispy bacon bits, they’re so irresistible, it’s hard not to eat them before you serve them! Line a plate with a paper towel. Heat a large cast-iron or stainless-steel skillet and 1 tablespoon of the olive oil over medium heat. Add the bacon, cook, stirring occasionally, until the bacon is crispy and browned, 8 to 10 minutes. Using a slotted spoon, transfer the bacon to the prepared plate to drain. Keep the skillet on medium heat and add half of the Brussels sprouts cut side down in a single layer, until the cut sides develop a brown sear, about 5 minutes. Remove them to a plate. Add the remaining 1 tablespoon olive oil and repeat with the remaining brussels sprouts.
Once all of the sprouts are seared, add them all back to the skillet along with the shallots, syrup, mustard, vinegar, 1 teaspoon salt, 1/2 teaspoon pepper, and 2 tablespoons water. Stir to combine, reduce heat to low, and simmer, covered and stirring occasionally, until the sprouts are tender when pierced with the tip of a paring knife, about 10 minutes. Stir in the bacon and cook uncovered for 5 minutes. Serve.
KETO-MOJO BRAND GUIDELINES
Lato bold — Headline
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
1234567890~!@#$%^&*(){} Cardo regular — Body Text
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*(){} 025
03 Color
Color adds life to our visual identity.
Use these guidelines to determine the best way to apply the NICE color palette
COLOR USAGE | PRINT The color usage for print is divided by two primary colors and several secondary colors. Pantone is referred to Pantone + Series — Solid Coated. The tints of the color may be used in print and packaging.
Primary Color
Keto Blue
Tint Color
Pantone
CMYK
HEX
Keto Brown
630 C
C 52% M 5% Y 14% K 0%
Robins Egg Blue
Pantone
Powder Blue
Pantone
#73C3D5
Pantone
463 C
HEX
HEX
Leather Brown
Pantone HEX
CMYK
HEX
KETO-MOJO BRAND GUIDELINES
C M Y K
39% 64% 90% 35%
#774D28
Redwood Brown
Pantone HEX
629 C #97D1DC
7457 C #B9DBE5
464 C #8E5928
732 C #633510
Black & White
Grayscale
Black
Light Gray
Pantone
Black
Pantone HEX
CMYK
HEX
White
C 0% M 0% Y 0% K 100%
Gray
HEX
#000000
Pantone
White
Pantone
Cool Gray
Pantone HEX
CMYK
HEX
C M Y K
0% 0% 0% 0%
#FFFFFF
Dark Gray
Cool gray 1 C #D9D8D6
Cool gray 6 C #ABABAB
Cool gray 9 C #76777A
Pantone Cool gray 11 C HEX
#54565A
029
COLOR USAGE | WEB
Primary Color
Web Color Article subheads
Light Cyan
Keto Cyan RGB
HEX
R 16 G 179 B 207
RGB
R 16 G 179 B 207
HEX
#685A50
Article subhead lead-in text
Light Gray
#10B3CF
RGB
R 170 G 170 B 170
HEX
#AAAAAA
Standard body copy
Keto Muted Brown
Medium Gray
RGB
HEX RGB
HEX
KETO-MOJO BRAND GUIDELINES
R 104 G 90 B 80
#685A50
R G B
33 37 41
#212529
Secondary color
Lime Green
RGB
HEX
R G B
162 206 64
#A2CE40
Black & White
Grayscale
Light Gray
Black RGB
HEX
R G B
0 0 0
Cool Gray RGB
HEX
R G B
#D9D8D6
HEX
#ABABAB
HEX
#76777A
HEX
#54565A
Gray
#000000
White
HEX
255 255 255
#FFFFFF
Dark Gray
031
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