iii Design Brand Guide - Downtown SLO Farmers' Market by ( iii ) DESIGN

Brand Guidelines Manual

Brand Guide Introduction This Brand Guide is a tool that helps ensure that design quality and standards are maintained. This will strengthen the foundation of your brand by connecting the business to the various design assets. Upholding these design standards will bring recognizability to your brand. Visibility, legibility and consistency of use are key to the success of the Downtown SLO Farmersâ&#x20AC;&#x2122; Market identity system.

Table of Contents

Identity

Design Elements

Logo................................................. 01-02

Rooster Mark ................................... 21-22

Tagline ............................................ 03-04

Torn Canvas..................................... 23-24

Mash-up Icons ................................. 25-26

Logo Usage

Infographics .................................... 27-28

1-Color Logo ................................... 05-06

Minimum Size.................................. 07-08

Clearspace Requirements ............... 09-10

Incorrect Uses ................................. 11-12

Color

Primary Color Palette...................... 13-14

Secondary Color Palette.................. 13-14

Typography Typefaces......................................... 15-18

Type Styles....................................... 19-20

Brand Voice...................................... 29-30 Brand Snapshot ...............................31-32

Identity Primary Logo The Farmers’ Market logo is the cornerstone of the brand identity. It is bold, traditional and friendly. It evokes a sense of classic Americana with its hand-painted, “weathered farm sign” execution. The primary 2-color logo should be used whenever possible.

Primary 2-color

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Identity Tagline The tagline is an essential part of the core brand identity and should be used whenever possible on marketing collateral. It can be used in conjunction with the logo, (as illustrated on page 10) or on its own as a strong visual brand element.

Horizontal

Vertical

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Logo Usage 1-Color Logo If/when needed, the Primary logo may be used in 1-color in any of the colors from the Secondary Color Palette (pg. 14) or other color as approved by the Downtown Association. When printing in black and white, the Primary logo may be used in 1-color black, ideally on a white or very light background. If the logo must appear on a non-solid background, the background must not be so busy as to impede on the clarity and legibility of the logo (please use your best judgement).

Reverse Logo A white â&#x20AC;&#x153;knock-outâ&#x20AC;? logo is available to use when placed over a dark or busy background. 5

Sample 1-color Logos

Black

Reverse

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Logo Usage Minimum Size The logo can be enlarged proportionally to any size. However, for ideal legibility in print and web, the logo should not be scaled below a minimum size. In print, the primary logo should not be used smaller than 1.25 inches wide. For web, the primary logo should not be used smaller than 170 pixels wide.

1.25"

Print (300 dpi)

170px

Web (72 ppi)

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Logo Usage Clear Space It is essential to maintain the clear space around the logo in order to maximize clear recognition and visual impact. This area of isolation protects the logo from impeding imagery, graphics and page trim. A clear space of at least two times the height (defined by â&#x20AC;&#x153;Xâ&#x20AC;? in the graphic on the right) is required at all times.

2X X

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Logo Usage Incorrect Uses 1. Do not alter the intended lock-up of the logo. 2. Do not use the logo in any color outside of the brand color palette or colors approved by the Downtown Association. 3. Do not rotate the logo. 4. Do not stretch or condense. 5. Do not alter elements within the logo. 6. Do not alter the proportions of the logo within its frame. 7. Do not use the color logo on a dark background. Instead, use the reverse version.

6. downtownslo.com

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Color Color Palette In addition to the primary color palette, a secondary color palette was selected to complement the Primary palette and extend the visual impact of the brand. Consistent use of the color palette will help reinforce the Farmersâ&#x20AC;&#x2122; Market brand. It is important to note that the appropriate color mix should be used whenever possible. For print, the Pantone spotcolor version should be used when/if budget allows. Otherwise, the 4-colorprocess (CMYK) version should be used. For web and digital graphics, the specified HEX values should be used.

Primary Color Palette

Pantone 1545 C CMYK: 20-76-100-70 HEX: #653819

Pantone 1525 C CMYK: 2-77-100-9 HEX: #B94700

Natural White CMYK: 0-1-2-0 HEX: # FFFBF7

Secondary Color Palette

Pantone 166 C CMYK: 0-13-16-32 HEX: # E35205

Pantone 144 C CMYK: 0-51-100-0 HEX: #ED8B00

Pantone 340 C CMYK: 99-0-84-0 HEX: #00965E

Pantone 3272 C CMYK: 94-0-48-0 HEX: #00A499

Pantone 5195 C CMYK: 44-74-21-58 HEX: #66435A

Pantone 5275 C CMYK: 74-68-7-31 HEX: #595478

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Typography Primary Typefaces The Primary Farmersâ&#x20AC;&#x2122; Market fonts are Nexa Rust Sans Black and Signika. The Nexa Rust Sans font family consists of a series of worn-looking, all-caps, base fonts, each with three additional levels of worn texture (01 having the least and 03 having the most). Primary versions used for the Farmersâ&#x20AC;&#x2122; Market brand are Black and Black 01. The Nexa Rust Sans font family and individual font variants are available for purchase for print and web from fontspring.com/ fonts/fontfabric/nexa-rust-sans. Signika is a modern, sans-serif font that has a fun, quirky and friendly personality. The Signika font family is available for free download from google.com/fonts/specimen/Signika.

NEXA RUST SANS BLACK b l ack AB C D E FG H IJ K LM N O P Q RST U V W X Y Z 012 34 5 678 9 ! @#$%^&* ( ) b l ack 01 AB C D E FG H IJ K LM N O P Q RST U V W X Y Z 012 34 5 678 9 ! @#$%^&* ( )

Signika Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()

Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()

Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()

Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()

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Typography Secondary Typefaces In addition to the primary typefaces, a set of secondary typefaces has been established. These fonts are not required for the brand, but instead are intended as an optional extension. Nexa Rust Sans Book is the lighterweight brother to its Black counterpart and can be used in either Book or Book 03. For uses that call for a bit of oldfashioned script flair, Nexa Rust Script H has been selected as a nice complement to the otherwise sans-serif typographic palette. This font can be used in 00 or 01.

NEXA RUST SANS BOOK Book A B C D EF G H I J K L M N O P Q R S T U V W X Y Z 01 2 3 4 5 6 7 8 9 ! @ # $ %^&* ( ) Book 03 A B C D EF G H I J K L M N O P Q R S T U V W X Y Z 01 2 3 4 5 6 7 8 9 ! @ # $ %^&* ( )

Nexa Rust Script H 00 a b cde f g h i j k l m n op qrs t u v wx yz A B C D E F G H I J K L M N O P Q R S T U V W XY Z 0 1 2 3 4 5 6 7 8 9 !@#$ %^&*() 01 a b cde f g h i j k l m n op qrs t u v wx yz A B C D E F G H I J K L M N O P Q R S T U V W XY Z 0 1 2 3 4 5 6 7 8 9 !@#$ %^&*()

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Typography Type Styles When it comes to typography, hierarchy, consistency and simplicity are paramount. The following type styles should be used for general reference, not as an exhaustive list of all type styles possible. Headlines should be set in Nexa Sans Rust Black 01 with some tracking applied. Subheads may be set in Nexa Sans Rust Black with some tracking applied or Nexa Rust Script H 01. Section headers can be set in Signika Bold or Nexa Rust Sans Book 03 with some tracking applied. Body copy should be set in Signika Regular or Light with text call-outs set in either Bold or Semibold, respectively. When printing in color, body copy should be set in the primary brown color (Pantone 1545), while headers can appear in any of the colors from the color palette.

Headline

su b h ead ve rs i o n 1

Subhead Version 2

Body Copy maximusante se repersp elenece

ratusci untotas perfera tiumqui ipsuntium quia

nobis plicil inciet voloria eosa debis dis autem

laborit, utatur sincium et modis suntius aciis

dolorit, temporum.

Section Header Version 1

Section Header Version 2

Body Copy maximusante se repersp elenece

ratusci untotas perfera tiumqui ipsuntium quia

nobis plicil inciet voloria eosa debis dis autem

laborit, utatur sincium et modis suntius aciis

dolorit, temporum aut.

Headline

Body Copy maximusante se repersp elenece ratusci untotas

perfera tiumqui ipsuntium quia nobis plicil inciet voloria eosa

debis dis autem laborit, utatur sincium et modis suntius aciis

Headline

Body Copy maximusante se repersp elenece ratusci untotas

perfera tiumqui ipsuntium quia nobis plicil inciet voloria eosa

debis dis autem laborit, utatur sincium et modis suntius aciis

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Design Elements Rooster Mark When the rooster needs to be used on its own (outside of the logo) and typically at a larger size, a separate, more detailed version has been created. The primary usage of this mark should be either orange (Pantone 1525) or reverse to maintain its visual connection to the primary logo. In addition, a special rooster mark icon has been developed to represent the Downtown Associationâ&#x20AC;&#x2122;s physical location and presence at the market.

Rooster Mark Reverse

Rooster Mark Orange

Rooster Mark Icon

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Design Elements Torn Canvas The torn canvas edge is a crucial design element to the Farmersâ&#x20AC;&#x2122; Market brand. It can be colorized with any color from the brand color palette and should be used as the primary background for the majority of the artwork area, leaving space for the Farmersâ&#x20AC;&#x2122; Market logo and supporting content below.

Natural White Background To create a subtle, organic feel to all branded materials, collateral should be printed on natural/off-white paper stock, if possible. Alternatively, the background of design files can be set to Natural White from the primary color palette (page 14) to achieve a similar visual effect.

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Design Elements Mash-up Icons Mash-up icons are one of the most unique identifiable elements in the Farmersâ&#x20AC;&#x2122; Market brand identity. These icons represent two or more core elements of the market (local, produce, entertainment, food, etc.) in one. When used in tandem with the torn canvas texture, they create a strong, graphical and colorful representation of the market. Mash-up icons are illustrated in a relatively simple, flat, 2-color style with lightly textured edges that give the impression that the artwork was created by hand, letter-pressed and/or woodblock-printed.

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Design Elements Infographics The Farmersâ&#x20AC;&#x2122; Market brand has a set of infographics that were created to reflect the core experiential aspects of the market (discover, local & flavor) in a fun, visual way. These infographics can appear together as a set, or individually. The illustrations used in the inforgraphics differ from the mashup icons. They are more descriptive than conceptual, and are executed in a flat, clean, and colorful style. These illustrations may also be used apart from their corresponding data points.

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Brand Voice In addition to the visual aspect of the brand, the brand voice – the collective written and verbal expression of the brand – is equally as important. The internal-focused vission, mission and positioning statements help define the underlying values and purpose of the market. Copy written for external marketing and PR purposes should be warm, casual, friendly, helpful and local-focused. Style-wise, the market should always be referred to as the “Downtown SLO Farmers’ Market.” The full phrase (including “Downtown SLO”) and correct apostrophe usage (plural possesive) should be used at all times.

Vision Statement The Downtown SLO Farmers’ Market will be widely recognized as the #1 market in the Western United States, loyally dedicated to supporting local consumers, farmers, and businesses to continue its history as the standard-bearer for markets of its kind.

Mission Statement The mission of the Downtown SLO Farmers’ Market is to provide a vibrant and safe weekly gathering that builds community and supports local businesses.

Positioning Statement The Downtown SLO Farmers’ Market presents a world-famous weekly street fair for locals and tourists to beautiful and historic downtown San Luis Obispo. No ordinary farmers’ market, the Downtown SLO Farmers’ Market is at the heart of the week in San Luis Obispo, wherein farmers, chefs, entertainers, and businesses encourage guests to meet, mingle, learn, and enjoy the bounty of the Central Coast.

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Brand Snapshot

P r e s e n t s

t h e

Fresh Picked Concert Series

Select Thursd ays from 6-8p @ the Harvest Stage (Union

CelEbrate LocAl

APR 9

Damon Castillo Band

(rock & soul)

MAY 7

Ragged Jubilee

(garage blues)

ation April 9th Kick-off Celebr

(gypsy rock)

@ the Market Stand (corner of Chorro

DISCOVER LOCAL

and Higuera)

P T MA M MARKE T, 6 - 9 P THURS

EVERY

LOCAL FLAVOR DISCOVER

GH DAY NI

Harvest Stage

Enter taine

CHORRO

Bubblegum

GARDEN

Luis Obisp

Mission San

Fresh Harv Prepared

Alley est

Foods

STEAM Alley

BROAD

Notes:

MONTER

101

DOWNTO PA C I F I C

MARSH

NIPOM O

HIGUER

DANA

Luis Cr eek

San

BROAD

PA L M

ATM

MORRO

Bike Valet Restrooms

COURT

Sinc e 1983 , the Dow ntown SLO Market has Farmers’ been at the hear t of the San Luis Obispo and week in has been voted the consisten #1 market tly in the Wes States. Com tern Unit e join loca ed ls and tour as they mee ists alike t up for fresh prod to mingle with frien ds, shop uce, samp le delectab browse loca le P l shops and cuisine, enjoy a wide of entertain ment. variety Join us on Higuera Stre et (between Nipomo) P P ever y Thur Osos & sday nigh t from 6–9p m.

Public Parki Tables

OSOS

This is n ordina o r farme y rs marke ’ t.

OSOS

n Booth

BUCHON

PISMO

PA C I F I C

re u nL

MARSH

A EY

HIGUER

MONTER

PA L M

I S L AY

Informatio

OSA S A N TA R

101 ek

Fialta

(indie pop)

PRESENTS: DAMON CASTILLO SAN LUIS OBISPO COLLECTION lot) @ the Harvest Stage (Union Bank Parking Series Headlining the Fresh Picked Concert

6:30P

SEP 3

with supp ort from

KICK-OFF CEREMONY & GIVEAWAYS

6:00P

AUG 6

Moonshiner Collective

(indie rock, folk)

JUN 4

Diego’s Umbrella

additions to the Join us as we announce exciting new celebrate with the SLO Downtown Farmers’ Market and Series. launch of our Fresh Picked Concert

Bank Parking lot)

JUL 9

TROPO

(live indie electronica )

WNSLO.C

OM DIS COV

LOC AL

FLAVOR

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