TABLE OF CONTENTS
7 What is Branding? 9 Company Profile 11 Brand Principles 15 Company Logo 17 Approved Version 19 Colors
25 Clear Space 27 Size Recommendation 29 Typography 33 Incorrect Usage 37 Application 39 Stationery
“There are people in the world so hungry, that God cannot appear to them except in the form of bread” — Gandhi
Graphic Standards Manual 7
WHAT IS BRANDING? A symbol, shape and/or in some cases a form of word especially designed through text. Branding is a way for a company to show businesses in its own unique way and also a tool to communicate the core of one’s company to the world. Good branding is a good design. Designing logo’s is a creative process, as it expresses the company’s identity and strategy. It will not need any further explanation or embellishments. Large or small, a good brand is effective and clear and always reflects the quality of the company or organization, whatever the circumstances. Not only should it work in color, it also needs to be effective in black and white. Branding if well designed, will be a symbol that is totally practical in all its uses. It is a marvelous thing and to be admired and used as a priceless communicative tool.
Graphic Standards Manual 9
COMPANY PROFILE Food Taxi is a non-profit organization based in Glencoe, Illinois which strives to ease the struggle of those who fight hunger in their communities. Daniel Rissman, the founder and the person running the organization gets his source from bake shops that disregards their perfectly edible one-day old breads, pastries, etc. Food Taxi is a student-run organization working with other students to redistribute baked goods. BRAND COMMITMENT The name of the organization is incorporated into the design of the brand. The typography of this brand may not be altered in any way. The mark must only be reproduced electronically because it has to be a certain font. The Food Taxi logo symbolizes the movement of the organization. Black and Yellow boxes illustrates the going to the store and the delivery of the food.
Graphic Standards Manual 11
BRAND PRINCIPLES THE PROBLEM: According to Time magazine, Chicago alone has some 30% of its children living in poverty; 10% of families live in extreme poverty; the homeless population is estimated at tens of thousands; and more than 100,000 people are considered at risk. While it is unrealistic to eliminate poverty and homelessness, we hope to provide people in need with a basic necessity. WHY BAKED GOODS? It is a matter of practicality. discarded perfectly edible day-old food provides those in need with a free reusable food source that is easily transported (no refrigeration needed). And what’s better than having the smell of a bakery in your car? PROCESS: 1. The soup kitchens who
are in need can register to receive weekly and even daily donation.
2. The local businesses who provide us with the baked goods.
3. The volunteers who
deliver the food from the businesses to the soup kitchens.
Being unwanted, unloved, uncared for, forgotten by everybody, I think that is a much greater hunger, a much greater poverty than the person who has nothing to eat. — Mother Teresa
Graphic Standards Manual 15
COMPANY LOGO
Graphic Standards Manual 17
APPROVED VERSIONS
Stacked
Horizontal
Graphic Standards Manual 19
PANTONE COLORS One of the most important things about colors is to know how to make a client react to the design rationally. Color gives you a clear direction and meaning for the audience to clearly understand the concept of the logo.
Pantone 116
Pantone Process Black
Graphic Standards Manual 21
BLACK AND WHITE Black and white logo is acceptable for black and white printing, will also work on colors but not advisable. Logo must remain as solid black with no type or gradient or shades of black. It can also be reversed on images as long as the background does not overpower the logo.
“I believed that if I could create a convenient, semiautomated medium which would connect volunteer delivery persons with local businesses that have food to donate, we could feed thousands of people” — Daniel Rissman
Graphic Standards Manual 25
CLEAR SPACE
X
X
X
X
X
Graphic Standards Manual 27
SIZE RECOMMENDATION
0.5 in
0.7 in
1.25 in
0.5 in
0.7 in
1.25 in Minimum size with tag line
Preferred Size
Minimum size without tag line
0.15 in
0.3 in 1 in
1.7 in
Preferred Size
Minimum size with tag line
Graphic Standards Manual 29
TYPOGRAPHY The typeface used on the Food part of the logo is Century Gothic Regular and Century Gothic Bold on the Taxi. Other typefaces are not acceptable. Distortions on weight and size of Century Gothic typefaces are not acceptable.
Graphic Standards Manual 31
INCORRECT USAGE The Food Taxi logo has been designed to give consideration to the organization and it should always appear in its original form with clear space. To ensure the significance and preserve the coherence of the logo, any additions from the established standard usage is prohibited. The following examples shows incorrect usage of the logo:
Delete parts of the logo
Change colors
Do not skew
Do not flip
Rotate
Do not remove lines from the images
Do not place logo on top of an image
Do not change the sizing of text
“Peace begins when the hungry are fed and the future begins when the hungry are educated.” — Gene White
Graphic Standards Manual 35
APPLICATION
Boxes Bags
Caps
If you offer your compassion to the hungry and satisfy the famished creature, then shall your light shine in darkness and your gloom shall be like noonday — Isaiah 58:10
Graphic Standards Manual 39
STATIONERY Letterhead 3.7 in
0.5 in
0.5 in
3.7 in
0.5 in
7649 North Paulina Street, Chicago, Illinois 60626
*Letterhead has been scaled down to 60% of the actual size
Graphic Standards Manual 41
STATIONERY Envelope
0.5 in
0.5 in
7649 North Paulina Street, Chicago, Illinois 60626
*Envelope has been scaled down to 40% of the actual size
Graphic Standards Manual 43
STATIONERY Business card
1.55 in
1.6 in
0.25 in
0.2 in
1.55 in
Daniel Rissman 0.43 in
Founder
Tel.: 847-208-1530 rissman@FoodTaxi.org
7649 North Paulina Street, Chicago, Illinois 60626
*Actual Size