BRAND GUIDELINES
ABOUT
Facing the many challenges an allergen-free diet brings along when buying food, preparing meals, eating out and travelling, Wheatless & More was founded in Belgium in May 2014. Wheatless & More help retail and food service businesses to gain and retain customers seeking to buy, cook and eat food that is free from gluten, lactose, nuts or other allergens they have or want to avoid. But that’s only part of the story.
P.4
COLOUR
C=0 M=0 Y=0 K=100
C=0 M=0 Y=0 K=0
C=81 M=66 Y=36 K=18
C=0 M=0 Y=0 K=10
Wheatless & More has four colours. No other colours apart from these four can be used for any element of the branding. The colours work in pairs and only work in these pairs. The black and white work together.The blue and the grey work together. The blue can also be used on white stock. The primary colour of the logo is the blue. The corporate branding uses the black or blue on white stock.
P.5
LOGO
Wheatless & More has one logo design. It can be used in all four of the specified colours. It is used across all media in all four colours. All collateral must contain the logo. The logo must not be changed in any way other than in colour. The logo must be presented in only the ways outlined in these guidelines.
P.6
LOGO SIZE
10MM
10MM
10MM
10MM
30MM
The logo has two sizes of type, which means the size of the logo must be carefully considered. The width of the logo must never be smaller than 30mm. Any smaller and the small text will become too hard to read. There must always be at least 10mm space around the logo at any time.
P.8
LOGO PLACEMENT
The placement of the logo must be consistent across all media. The logo should appear horizontally centre. This can be at any height, depending on the media. The only time the logo can appear in the top left or right hand corner is when there is limited space, or it suits the media better. This should not be used in promotional material. The only exception to this rule is in social media cover images. These images are branded with the logo, and the logo must be place in an area of the image which best suits the layout of the social media page.
P.9
IMAGERY
The images used at always full colour and must not be in any other colour mode. Black and white filters can be used over the top of the image, but must be used over the entire image. The black or white logo may be used over the top of an image. The entire logo must be over the image.
P.10
TYPOGRAPHY
There are two typefaces used for the branding. The primary typeface is ‘Montserrat Bold’. This is used in the logo as well as for headings and sub-headings. The secondary typeface is ‘Gill Sans Regular’. This is used for the body copy. The text can appear at any size. The headings may appear in any colour, following the same rules as the logo. The body copy must be in either black or white.
P.12
MONTSERRAT BOLD
ABCDE FG H I J K L M NO P QRST U V W X YZ abcdef gh i j k l mnop q r st u v w x yz 12 345 67 8 9 0 GILL SANS REGULAR
A BCDE F G HI J K L M N O P QR STU VW XYZ a b cdefg h ijklm n o p q rs t uv wx yz 1 23456 7 8 9 0 P.13
SOCIAL MEDIA
As well as a website, Wheatless & More have multiple social media sites. These have a uniform design. The icon/profile image must always be the blue logo on the grey background. No imagery should be used ever for this. For cover images any photographic image approved by Wheatless & More can be used. Each pages cover image should be individual to that page. It must be branded with the logo.
P.14