Keto_Mojo_guidelines

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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