BRAND GUIDE 2018
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logo
Logo
We stay true to our roots
Our logo was developed in 2013 and reects our identity to this day. The logo itself remains the same, but we are branching out to use existing elements in different ways. The full logo should always be used on important communications, but in less formal circumstances or in cases where there are multiple pages, the thumbprint can stand alone to represent the brand.
This is the full logo with tagline.
The logo without tagline can be used to simplify the appearance when necessary.
A vertical version of the logo is an option for circumstances where the horizontal version doesn’t ďŹ t.
When the logo is used on top of photos or complex graphics, the white version should be used.
The full logo should always be used on important communications, but the thumbprint can stand alone to represent the brand on social media graphics or powerpoint slides.
Colour palette We're bright and vibrant
Our colour palette is derived from earthy elements and the foods we grow. We use big, bold slices of colour, pairing them with lots of white space to give clarity to our ideas. Our primary brand colours pull from our logo, while our secondary palette supports and provides contrast.
These are our primary brand colours.
PRINT CMYK: 66/26/100/9 WEB RGB: 100/140/28 HEX: 648C1C
PRINT CMYK: 49/59/91/45 WEB RGB: 91/70/34 HEX: 5B4622
Garden Green
Earth Brown
We also have a secondary palette four more bold and earthy colours to complete our rainbow of foods.
PRINT CMYK: 86/29/63/11 WEB RGB: 43/125/125 HEX: 2B7D7D
PRINT CMYK: 0/40/100/0 WEB RGB: 250/166/26 HEX: FAA519
PRINT CMYK: 0/82/93/0 WEB RGB: 234/95/57 HEX: EA5F39
PRINT CMYK: 35/100/52/26 WEB RGB: 127/49/78 HEX: 7F314E
Cabbage Green
Crayola Yellow
Roasted Pepper
Boysenberry
!
I grew these
Typography
We exude personality We’re not your average garden in a box. And to showcase this, we’ve selected Peachy Keen as our bold and playful font for headers and titles. Lato is a clear complementary font used as a body text when we have a lot to say. Skippy Sharp appears as a fun accent on top of photos and as part of graphics, and should be used sparingly.
Heading or title Peachy Keen
Body text goes here. Lato Regular
Call-outs and side notes Skippy Sharp
Pattern
We don’t take ourselves too seriously Use patterns to add whimsy, but don’t overdo it - they should sneak into the frame. On a flat background, match the pattern colour closely and lighten the hue. On photographic backgrounds, apply pattern in white.
These are ďŹ ve of our favourite patterns
Illustrations
We share our story
We tell a story through warm and compelling illustrations that give energy to our message. Illustrations can be in colour as standalone graphics, or white line art on top of photographs. The thumbprint is an integral symbol to the brand, and can participate in design as a character asset. Illustrations should always be created using a round brush tool to maintain consistency.
Get your hands dirty!
Our thumb has come alive!
Storytelling is important to our brand, and illustrations can be added to photographs to help communicate our message.
Here are our veggies, standard in the Little Green Thumbs seed packets.
Illustrations are used to depict more complicated information and step-by-step instructions, making information more digestible.
Assets
We’re always growing! Our inventory of assets is an important element of maintaining and promoting our brand. This inventory grows regularly as new resources and materials develop and allows us to engage with our audience in a meaningful way. Commonalities across assets include imperfect edges, at design, and bright colours.
Just a few of the assets available in our inventory.
Our social media icons.
Speech bubbles for call-outs, quotes, and testimonials.
Irregular edges are common across our shapes.
We have an inventory of thumbs in different scenarios to help support storytelling.
Photography
We make learning come alive! We use bright, happy, high-resolution photographs to communicate our story, and add illustrated details to reect our quirky and unconventional nature. It’s important for us to showcase the teachers and children impacted by the program, so a human focus in photography is a priority.
Our promise
We believe in our purpose Our promise goes beyond just the benefits to teachers and students in the Little Green Thumbs program. Our promise is our purpose. Not just ‘what we do’, but ‘why do we do what we do’.
Little Green Thumbs Core Purpose
Little Green Thumbs Promises
We provide teachers with the tools to make learning come alive.
We provide accurate and practical growing information, best practices and support to LGT teachers and coordinators.
Not only do Little Green Thumbs gardens deepen science, math, art and language arts learning through cross-curricular and hands-on exploration, the garden inspires food education, agricultural literacy and environmental stewardship in the living laboratory of a classroom garden.
We provide tools and resources which support teachers to engage students in cross-curricular, experiential learning in their garden. We collect and communicate relevant and evidence-based outcomes of youth gardenbased and food education. We shape the norms for indoor classroom gardening in Canada.
Values
We foster community and curiosity
If I make a promise to you, it’s because I believe certain things are important. Otherwise, I wouldn’t make that promise. Behind our promise are our values. Our values are our key behaviors, virtues and guiding principles.
Little Green Thumbs Values Real-life learning
Environmental stewardship
We value play, exploration, experiential and cross-curricular learning. We believe a student’s innate curiosity, enthusiasm, creativity, resourcefulness, social intelligence, and love of learning need to be respected and supported.
We believe in a shared responsibility between all people to care for and steward our environment. Students cultivate environmental stewardship as they witness and understand ecological relationships in their classroom garden.
Collaboration and community We believe in partnership and building community, and encourage Little Green Thumbs to engage with with their local communities. Little Green Thumbs is a collective impact network of organizations and educators using shared measures, mobilizing knowledge and innovating the program collaboratively.
Curiosity and innovation We learn as we go and our work is exploratory. We’re not afraid to try new things. We value learning and experimentation.
Food and agriculture literacy We believe kids deserve to know where their food comes from. We believe the future of food and farming depend upon youth understanding the impact of their food choices on their health, the environment, and their community.
Integrity We value evidence to inform program planning, equipment and education strategies. We believe unique perspectives contribute to advancing our progress and we value critical discussion, but not polarized thinking.
Personality
A joker, a dreamer, a friend We are a teacher's trusted companion for helping students explore the garden and make connections to their world. We do this with proven knowledge, a caring smile and passionate enthusiasm.
As a friend, Little Green Thumbs shares straight-forward,
well-researched and tested garden education resources and advice. LGT is helpful, caring and people oriented.
As a dreamer, Little Green Thumbs is passionate, exuberant, fun and bold, excited to share the impact and beneďŹ ts of classroom gardening and inspire endless possibilities!
As a joker,
Little Green Thumbs is charming, playful and quirky. LGT inspires fun, creativity and out of the box thinking. LGT makes you smile.
Voice
We’re playful, yet sincere Little Green Thumbs tone is playful and charming, sincere and honest, accessible and bold, fun and passionate. Our ďŹ rst audience is teachers, followed by students. We want to pull the creative, engaged grown-up out of teachers and make them smile! The Little Green Thumbs enthusiasm should be contagious so that it rubs off on the children around them.
We are.. PLAYFUL & CHARMING We take our program seriously, but we don’t take ourselves seriously. We are not afraid to be ourselves.
Do… Use unexpected examples, be expressive and ask questions. Appeal to emotions by highlighting our relationships with teachers, hosts and students. Don’t… Be too casual, use a lot of slang, obscure references, or overplayed examples.
We are.. SINCERE & HONEST
We are honest about our capabilities and about garden-based education. You can trust Little Green Thumbs.
We are.. ACCESSIBLE
Little Green Thumbs is not a cold, distant, voiceless and faceless body. We’re warm and accessible. We care. We use plain language that makes sense for our audience.
Do... Stick to our word! Be transparent about successes AND mistakes - failing is part of the learning. Don’t... Oversell our programs capabilities and use marketing language.
Do... Be direct, down-to-earth and inviting. Be responsive. Be inclusive and celebrate diversity. Don’t... Use technical language and jargon.
info@littlegreenthumbs.org | www.littlegreenthumbs.org