Introduction
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The Logo
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Color
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Typography
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Tone of Voice
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Imagery
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Contact
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Since the opening of Venture Forth in the spring of 2014, this travel company has become a source for vegans and carnivores to find and eat good food. Venture Forth is a new company and as with any new company, comes brand standards, which capture its essence. Venture Forth’s identity is a powerful tool, as all of the things it applies to represent the company’s values, character and uniqueness. Inside, the brand manual outlines the requirements for expressing our brand identity, including how to use it correctly, our color palette, typography, tone of voice and imagery. Anything being used to express Venture Forth must fall under the guidelines written here. This brand manual sets the standards and will show the correct applications for our identity. These standards should be communicated at all times.
Logo Usage Our logo is like the thumb-print of our brand and one of our most valuable assets. We must make sure that it is used correctly. The preferred way to use the Venture Forth logo is over a white/light background. If the logo must be placed on a dark background, on top of imagery or if color options are limited, use the Venture Forth logo in the all white or all black versions. Also make sure there is clear space around the logo to maximize its effectiveness. Nothing should overlap into the specified clear space.
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Incorrect Logo Usage Here are some ways not to use the logo: 1. Don’t change the logo’s orientation. 3.
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2. Don’t add extra effects to the logo. 3. Don’t place the logo on busy imagery. 4. Don’t change the logo colors. 5. Don’t scale the logo out of proportion. 6. Don’t make alterations, additions or substitutions to the words and/or colors of the logo.
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icon usage The pinpoint icon is used through out our publications and advertising.
Min Size .1415” x .375”
Max Size .9432” x 2.5”
The Venture Forth carrot pinpoint is more flexible in usage than the Venture Forth logo. The carrot pinpoint icon can be used to highlight important information or it can serve as a focus point on a layout. Make sure the pinpoint is large enough to be recognizable.
COLOR Our color palette is what gives us our character. Our colors are earthy, organic and natural. Logo Colors: These are our logo colors. Use these carefully so as to not interfere with the logo.
Futura Book Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 FUTURA MEDIUM Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Typography: Print Typography is a key element to express a unified personality for Venture Forth. We have selected Futura as our font. Futura is crisp and open at the same time. When writing headlines use FUTURA CAPS. When using Futura for body copy use sentence case. Mixing weights in headlines is acceptable too.
OPEN SANS Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 OPEN SANS BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 SATELLITE Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
Typography: Web Open Sans is our primary font for our website. It is similar to Futura with its crisp and clean lines, making it welcoming to read online. Our secondary online font is Satellite, which is used only for specialty text to make it stand out. *App design was made using Futura
Example from Venture Forth Blog “On a weekend trip to DC, I decided to give this small coffee shop I had heard about a try! Busboys & Poets is a “community gathering place,” created by artists and activists in the area. They named it after the American poet, Langston Hughes, who worked as a busboy at the Wardman Park Hotel in 1920’s, before he was recognized as a poet. Busboys & Poets has the “Snail of Approval” from the Slow Food community, something that definitely attracts any food-lovers attention. Their menu offers vegetarian, vegan and gluten-free options – all listed clearly on the menu. For breakfast you can order things like the Oaxaca Omelet, made of black beans, vegan cheese, pico de gallo and guacamole, with wheat toast and home fries. For lunch and dinner they offer great choices like the Tomato Basil Bruschetta to start, followed by a Vegan Quesadilla and some Egyptian Foole Dip (warm fava bean served with tomatoes, scallions, jalapeños, olive oil and toasted pita). The actual cafe itself is a poet lover’s dream – with a stage for readings and a good sized bar. The atmosphere is modern and exciting and when this place is busy, it feels like a party. I absolutely loved it, but maybe that’s because of my Father’s, who is an aspiring poet from time to time, influence.”
tone of voice Our signature writing style is cheerful and light-hearted. We want our company to open doors in the vegan community and spread the word about veganism.
Imagery Using the right style of photography will unify our brand. We love to use photos that show off the natural beauty of food. Try to select photos that are rich in color and show the good fresh quality of the food. We do not want to be misleading about the vegan options available to our viewers.
Contact Us: We are always looking to improve and we love new ideas, so please contact us if you have any suggestions or concerns. www.VentureForth.com Twitter: @VentureForth Facebook: Venture Forth Instagram: VentureForth Email: info@ventureforth.com Phone: 1-800-Venture
All photos available under a Creative Commons Attribution-Noncommercial license. Credited in the order shown throughout layout. Potato’s, Corvallis Farmers Market by Wendell http://www.flickr.com/photos/intherough/7876572610/ Asparagus, by Derek Oyen http://www.flickr.com/photos/gooserease/2744261497/ Each Peach, Nectarine, Plum by Brendon Doran http://www.flickr.com/photos/brandondoran/6007391713/ Strawberries, by Sharon Mollerus http://www.flickr.com/photos/clairity/1328402515/ Dried Mango Spears, by PenguinCakes http://www.flickr.com/photos/penguincakes/2991370530/ Borough Market, by Aurelien Guichard http://www.flickr.com/photos/aguichard/6410458687/