Spinaca Brand Guide
BR AND GUIDE INTRODUCTION When followed, this Brand Guide aims to ensure that the brand strategy, design quality, and usage standards are maintained. Following this guide will strengthen the foundation of the Spinaca Farms identity system by helping company stakeholders as well as outside vendors understand the brand. Upholding the design standards outlined in this guide is critical for the success of the company’s image. Visibility, legibility and consistency of use are key to the success of the Spinaca Farms identity system.
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TA B L E O F C O N T E N T S IDENTIT Y Primary Logo...............................01–02 Secondary Logo.......................... 03–04 Logo Mark................................... 05–06 LOGO USAGE Black & Reverse Versions...........07–08 Minimum Size.............................. 09–10 Clearspace................................... 11–12 Incorrect Uses............................. 13–14 C O L O R ............................................ 15–16 T Y P O G R A P H Y .............................. 17–18 D E S I G N E L E M E N T S ................... 19–20 B R A N D S N A P S H O T ....................20–21
IDENTIT Y THE PRIMARY LOGO The Spinaca logo is the cornerstone of the brand identity. Using strong lines, dimensional shadows, and a mark shape that blends a shield and produce crate, the logo mark conveys a strong, established brand, and ties the tradition of farming with the signature “hills and rows� of the Salinas Valley. The primary logo should be used when possible.
01
primary 1-color
primary reverse
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IDENTIT Y THE SECONDARY LOGO The secondary logo can be used when when layout or sizing call for a more horizontal logo shape.
03
secondary 1-color
secondary reverse
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IDENTIT Y THE LOGO MARK The logo mark can be used as a standalone device, but not as the only instance of the logo on a piece of collateral. When used over a photograph, or in white, the entire mark should be full opacity, without transparency in the V-shaped shadow.
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logo mark – 1-color
logo mark – full opacity
logo mark – black
logo mark – full white
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LOGO USAGE BL ACK LOGO 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).
RE VERSE LOGO A 1-color Reverse “Knock-out� logo is available to use when placed against a dark-colored background.
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white
10% black
30% black
60% black
80% black
black
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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, both the primary and secondary logo should not be used smaller than 1 inch wide. For web, both versions of the logo should not be used smaller than 120 pixels in width.
primary logo
secondary logo
1”
1”
110 px
140 px
print 300+ dpi
web 72 dpi
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LOGO USAGE C L E A R S PA C E It is essential to maintain the clearspace 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 clearspace around the logo of at least the height of the Spinaca “N� is required at all times.
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LOGO USAGE INCORRECT USES 1. D o not alter the intended lock-up of the logo. 2. Do not use the logo in any other color outside of the brand color palette. 3. Do not rotate the logo. 4. Do not stretch or condense the logo. 5. Do not alter elements (within the logo. 6. D o not replace the “Spinaca Farms, Inc.� with any other text.
1.
2.
3.
4.
spinacafa
spinacafarm
spinacafarms.com
5.
6. spinacafarms.com spinacafarms.com
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COLOR C O L O R PA L E T T E The Spinaca Farms logo should appear in the brand’s primary green color (Pantone 3308) whenever possible. The secondary green color can be used as an accent color, or as the darker green that appears below the green “plow” shape, but should not be used to colorize the logo. It is created by adding black onto the primary green at a 50% opacity. (This percentage can change as printing requires). There are different versions of each color that are specific to the usage. When printing, the Pantone (PMS) color version should be used when budget allows for the option to specify PMS ink. Paper choice on branding material has been natural flecked recycled paper (or simulated texture background). 15
primary color
secondary color
Pantone 3308 C CMYK: 100-0-60-72 RGB: 5, 72, 59 HEX: #05483B
Black at 50% opacity over Pantone 3308 C CMYK: 100-0-60-88 RGB: 0, 43, 35 HEX: #002B23
background color
background texture
CMYK: 0-0-2-5 RGB: 242, 241, 236 HEX: #F2F1EC
Flecked recycled paper
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T YPOGR APHY PRINT & WEB FONTS For both print and web, fonts were chosen from the Google Fonts colletion. The primary typeface, Droid Serif Bold, should be used for headings, subheads, and contact information. Droid Serif Bold Italic should be used for taglines. The secondary font, Roboto, should be used for all body copy. Roboto Medium has been used in all caps for contact information labels.
DROID SERIF
ROBOTO
Bold
Regular
A BC DE FGH I J K L M NOP QR S T U V W X Y Z
ABCDEFGHIJKLMNOPQRSTUV WX Y Z
abcdefgh ijk l m nopq rstuv w x yz
abcdefghijklmnopqrstuv wx yz
1 2 3 4 5 6 78 9 !@ # $% ^ &*( )
12 3 4 5 6 7 8 9 ! @ # $ % ^ & * ( )
Bold Italic
Bold
A B CDE FGH I J K L M NOPQR S T U V W X Y Z
ABCDEFGHIJKLMNOPQRSTUV WX YZ
abcdefghijklmnopqrstuvwx yz
abcdefghijklmnopqrstuvwxyz
1 2 3 4 5 6 7 8 9 ! @ # $ % ^ &* ( )
12 3 4 5 6 7 8 9 ! @ # $ %^ & * ( )
Regular
Light
A BCDEFGH I J K LM NOPQR ST U V W X Y Z
ABCDEFGHIJKLMNOPQRSTUV W X Y Z
a bcdefg h ijk l m nopq rst uv w x y z
abcdefghijklmnopqrstuv w x y z
123 4 56789 !@ #$% ^ &*( )
12 3 4 5 6 7 8 9 ! @ # $ % ^ & * ( )
Italic A BCDEFGHIJK LMNOPQRST U V W X Y Z a bcdefghijklmnopqrstuvwx yz 1 2 3 4 5 6 7 8 9 ! @ # $ % ^ &* ( )
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DESIGN ELEMENTS PHOTOGR APHY Photography should be used in black and white whenever possible. This communicates the honesty and legacy of the Spinaca Farms brand. Black and white photography paired consistently with this specific everest green is a major component of the look of the Spinaca brand.
GREEN PLOW SHAPE The angular wedge of everest green on darker green appears throughout Spinaca designs, and echoes the wedge-shaped bottom of the Spinaca badge (see Colors, page 13).
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Lettuce Seedlings
Rough Wood Texture
From our fields to your family
TM
Green Plow and Slogan Fertile Farm, Salinas Valley S P I NACA FA R M S B R A N D G UIDE
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BR AND SNAPSHOT
TM Street, Suite #307 60 4th From our fields to your family
SpinacaFarms.com 100% recyclable
Gilroy, CA 95020
408.842.4090 877.395.4457 805.423.5940
O F F IC E
Zack Andrade
FA X
President
D IREC T
Zack@SpinacaFarms.com
What we do is fairly common. How we do it is not. We proudly farm and partner with like-minded family farmers throughout California and Arizona who share the same love for farming, feeding families, and ensuring the quality, sustainability, availability, and safety of our produce. Stores get reliable delivery of the fresh fruits and vegetables their customers want all year round, and customers get the reassurance of knowing their produce is grown, sourced, and delivered with integrity.
Zack Andrade — presiDent —
Direct fa x
805.423.5940
877.395.4 457
aDDress
office
408.842.4090
Zack@SpinacaFarms.com
60 4th Street, Suite #307, Gilroy, CA 95020
SpinacaFarms.com
Because everyone benefits, it’s good business all the way around.
From our fields to your family
TM
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Produced by iii Design, Inc. San Luis Obispo, California fresh@iiidesign.com
Copyright Š 2013 Spinaca Farms, Inc. No part of this book may be reproduced in any form without the permission of author. All rights reserved. This book was created using the blurb creative publishing service. Blurb.com
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