Founding Farmers Style Guide by Navy Sisomphou

style guide and graphics standards manual 1

introduction

style guide and graphics standards manual

INTRODUCTION

9 primary logo 11 secondary logo 12 logo concept 14 SERVICEMARK RULES 14 16 16 20 24

clear space minimum acceptable usage color applications for logo unacceptable logo usage

TYPOGRAPHY

22 primary typefaces 24 web typefaces and powerpoint 26 color options 26

IMAGERY & PHOTOGRAPHY

28 food photography 32 non-food photography & maps as texture 34 non-food photography as artwork 36 historical imagery

founding farmers style guide & graphics manual

INTRODUCTION The Founding Farmer logo is a foundational component of our brand. It has been designed to represent the momentum and ideals of our company, make us highly recognizable, and differentiate us in a competitive marketplace. When used with care, our logo and accompanying elements becomes a powerful tool for building and maintaining equity in the Founding Farmers brand.

introduction

founding farmers style guide & graphics manual

introduction

founding farmers style guide & graphics manual

introduction

Logo Concept The rooster wind vane is an iconic symbol of farm life. By incorporating a dual fork/spoon utensil into the rooster’s silhouette, the wind vane suggests a place of eatery. The nature of the fork/spoon being bulky and rounded represent the large wooden utensils that are evocative of home cooked meals and the tradition of eating together as a family, as suggested by the large banquet tables that are present in the Founding Farmers dining space. Containing the silhouette is a shield, inspired by the one held by the eagle on the U.S. seal. It is simplified into two parts: a ‘positive’ full solid, and a ‘negative’ thin trim. Its intent to is arouse patriotism and feelings of Americana. The type is set in Gotham, a sans serif that should connote elegance and fine dining. Gotham was chosen for its suggestion of New York architecture and American modernism that elevates the brand to something chic without being fancy or haughty. Newsweek writer, Andrew Romano, sums up the typeface best, “Unlike other sans serif typefaces, it’s not German, it’s not French, it’s not Swiss,” he said. “It’s very American.” Paired with the logomark in a light weight (Book), Gotham adds contrast without dominating the logo. Two versions were created to give versatility to Founding Famers’ visual message and offer multiple design solutions that could translate across multiple disciplines. The primary logo is acceptable on most applications and should always be used when compositional restrictions are few. The secondary logo should only be used when the primary logo cannot produce an exemplary solution that is in harmony with Founding Farmers’ overall aesthetic.

founding farmers style guide & graphics manual

introduction

SERVICEMARK RULES The Founding Farmers logo, including its design elements, colors, and tagline, are servicemarks owned by Founding Farmers. The logo may only be used in accordance with this Style Guide. Never alter the logo in any way. The electronic logo files available that are supplied by Founding Farmers are the only files that should be used.

Clear Space Unless otherwise prescribed, the logo should be flanked by an area of white space equal to at least two X-height units (see illustration). The X-height is defined as a square whose sides are the same length as the height of the word “Founding.” On its vertical axis, clear space measurement should begin at the top and bottom of the logomark as indicated by the dotted boundary surrounding the logo and should be given a white space equal to at least one X-height. An exception to this rule would be a small amount of text that may sit underneath “Farmers” (e.g. domain name, tag line, subtitle). Additionally, the capheight of this text must be no larger than one-fifth the X-height indicated and no smaller than readable size. Finally, the text must sit an equal cap-height below “Farmers” and must never extend past “Farmers.” If this happens, the copy is too long and the message should be edited to fit these standards.

founding farmers style guide & graphics manual

Clear Space x-height is equal to vertical length of “founding.” minimum clear space is one x-height each, above & below and two x-height each, right & left. clear space begins at red dotted box.

The Exception a single line of text may sit inside the red dotted box, left aligned with “farmers”

Text Restrictions text height should be at most one-fifth the x-height of the logo. if the logo is enlarged, this relationship should remain the same. text should always sit the same distance from “farmers” as its own height.

X X

FOUNDING X X FA R M E R S X X

X X

FOUNDING X X FA R M E R S STYLE GUIDE AND GRAPHICS STANDARDS MANUAL

STYLE GUIDE AND GRAPHICS STANDARDS MANUAL STYLE GUIDE AND GRAPHICS STANDARDS MANUAL STYLE GUIDE AND GRAPHICS STANDARDS MANUAL 1/5 X STYLE GUIDE AND GRAPHICS STANDARDS MANUAL STYLE GUIDE AND GRAPHICS STANDARDS MANUAL

FOUNDING XFA R M E R S STYLE GUIDE AND GRAPHICS STANDARDS MANUAL STYLE GUIDE AND GRAPHICS STANDARDS MANUAL

servicemark rules

Minimum Acceptable Usage The minimum size of the Founding Farmers primary logo is 42mm or 1.65â&#x20AC;?. The minimum size of the secondary logo is 15.3mm or 0.6â&#x20AC;?.

primary logo

42mm (1.65in)

secondary logo

15.3mm (0.6in)

Color Applications for Logo Appropriate use of the logo is the most important part of maintaining the Founding Farmers brand. The consistency of its appearance is critical to communicating the principles and overall strength of the brand.

founding farmers style guide & graphics manual

Color Variations Only these logo color combinations are permitted. Do not create your own variants. Always reproduce them from approved artwork. Six different versions of our logo color combinations may be used:

Black & White white background, black text & shield, white rooster & trim

Texture white background, black text, image (refer to imagery standards), white rooster & trim

PMS 490 white background, pantone 490 coated text and shield, white rooster & trim

servicemark rules

White on Black and Dark Textures black background, white text & shield, black rooster & trim

Texture on Black and Dark Textures black background, white text, textured shield (refer to image standards), white rooster & trim

PMS 1817 on Black and Dark Textures black background, white text, pantone 1817 coated shield, white rooster & trim

founding farmers style guide & graphics manual

Color Palette

Red

Red on Dark Only

CMYK To ensure correct color reproduction use for four color printing. PMS Primarily for logo color matching and two color printing. PMS Colors are standard colors with the majority of printers around the world. RGB/HEX Used for web and screen applications, this includes PowerPoint presentations. RGB and HEX colors will not reproduce the correct colors if printed professionally, therefore they are not to be used for printed materials. Your screen may convert the colors differently depending on specific settings and calibration. HEX values are standard on the web.

PMS 490

PMS 1817

CMYK 0 74 100 72

CMYK 0 90 100 66

RGB 101 35 0

RGB 111 18 0

HEX #

servicemark rules

Unacceptable Logo Usage Our logos are custom-designed artwork. With this in mind the proportions and positioning of each element in our logo configurations are important to uphold. Never alter the logo in any way. Here is a list of com- mon mistakes to make it easy to avoid misrepresentation:

do not reverse any part of the logo

do not move logomark or text

do not change scale of type to logomark

do not skew, stretch, or distort

do not rotate

do not remove logomark

founding farmers style guide & graphics manual

FOUNDING FARMERS do not use colors not outlined in this guide

do not change the kerning or leading

FOUNDING FA R M E R S do not skew, stretch, or distort image textures

do not change the font

do not use more than one color in the text

do not use a tint of the chosen colors

do not let logo sit partially outside of a texture

do not create a gradient

servicemark rules

TYPOGRAPHY Appropriate typography is importan in the presentation of the brand. The guidlines below explain which typefaces can be used in specific contests; do not vay from these specifications or introduce other typefaces.

Primary Typefaces: Gotham (entire family) The typeface is an important element of the Founding Farmers brand appearance. The Gotham type family is used to complement the Founding Farmers logo, it sets a confident, contemporary tone. Gotham gives users a lot of flexibility by offering a broad range of type weights and styles, for both headlines and text. Use Gotham fonts for all professionally printed materials. Museo (100/300/500) A complimentary typeface can add visual contrast and interest, but should never take the place of or outshine its primary typeface. Museo is intended for use with Gotham in small amounts. Museo gives users a lot of flexibility by offering a broad range of type weights and styles, for subheads and subtext. Use Museo fonts for all professionally printed materials.

founding farmers style guide & graphics manual

Menu Example

SMALL BITES

Jonnyâ&#x20AC;&#x2122;s Nuts | $3 Roasted Peanuts, Golden Raisins, BBQ Spice M Pickled Seasonal Vegetables | $4 Skillet Corn Bread | $5 Honey Butter, Sea Salt

Smears, Dips and Table Breads | $5 Romesco Sauce, Green Goddess Dip, Pimento Spread

Bacon Lollis | $9 Cinnamon-Brown Sugar Glazed Thick-Cut Ba

Oven-Roasted Cracked Black Pepper Wi Black Pepper-Soy Glaze

Gotham Light

Museo 100

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Gotham Light Italic

Museo 100 Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Gotham Book

Museo 300

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Gotham Book Italic

Museo 300 Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Gotham Medium

Museo 500

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Gotham Medium Italic

Museo 500 Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

typography

Web Typeface: Museo Sans and Museo Slab (100/300/500) Use for web and screen applications. For body copy and subtext, use Museo Sans. For headers and subheads, use Museo Slab.

Powerpoint Presentations: Museo Sans and Museo Slab (100/300/500) For body copy and subtext, use Museo Sans. For headers and subheads, use Museo Slab.

founding farmers style guide & graphics manual

Museo Sans 100

Museo Slab 100

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Museo Sans 100 Italic

Museo Slab 100 Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Museo Sans 300

Museo Slab 300

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Museo Sans 300 Italic

Museo Slab 300 Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Museo Sans 500

Museo Slab 500

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Museo Sans 500 Italic

Museo Slab 500 Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

typography

Complimentary Color Options

PMS 384

CMYK 0 90 100 66

RGB 111 18 0

HEX #

PMS 1915

CMYK 0 74 100 72

RGB 101 35 0

HEX #

PMS 291

CMYK 0 90 100 66

RGB 111 18 0

HEX #

founding farmers style guide & graphics manual

PMS 2727

CMYK 0 74 100 72

RGB 101 35 0

HEX #

PMS 110

CMYK 0 90 100 66

RGB 111 18 0

HEX #

PMS 167

CMYK 0 74 100 72

RGB 101 35 0

HEX #

typography

IMAGERY & PHOTOGRAPHY Choosing the right image for a piece of communication is very important.Here are some essential guidelines to help you select an appropriate image or brief a photographer.

Food Photography As people eat with their eyes first, food photography is an integral part of the Founding Farmers brand. An image may not meet all the criteria below. However these pointers should be used as a guide to help select the image that has the right values. Food photography for Founding Farmers should possess most of these key points while avoiding all of the striked-out points. • enticing

• wide shot

• close-up

• raw meat

• warmth

• white background

• contrast

• formal tablesetting

• depth

• hands and faces

• natural lighting

• unappetizing food

• natural backgrounds

• extreme close-up, macro

• rustic tablesetting

• flourescent and tungsten light

• interesting cropping

• unnatural colors (i.e. hot pink)

• interesting perspectives

• t oo many conflicting elements in frame

founding farmers style guide & graphics manual

Dos

Don’ts

do use filtered natural light, as if the sun was shining through thin curtains

don’t use tungsten or florescent lighting that can make food unappetizing

do get in close to objects to capture detail

don’t go in so close that objects can’t be understood and conversely, don’t use wide shots that shift too much of the eye’s focus

imagery & photography

Dos

Don’ts

do feature the food

don’t feature hands or faces that can shift focus from the food

do use objects that reinforce what is being seen

don’t let objects become obscured or abstract, confusing the audience from what is being seen

founding farmers style guide & graphics manual

Dos

Don’ts

do highlight one or a few particular elements

don’t add too many conflicting elements to the frame

do use natural and rustic settings that reinforce Founding Farmers’ culinary style

don’t use plain white backgrounds that feel cold or too pretentious, such as white tablecloths

imagery & photography

Non-Food Photography and Vintage Maps as Textures The Founding Farmers brand highlights their roots in American farming by incorporating photographic textures into the brand experience. These textures come in the form of distressed wood boards, distressed barn exteriors, and vingtage maps. These types of images should only be used as textures. Examples are as follows.

founding farmers style guide & graphics manual

imagery & photography

Non-Food Photography as Artwork The Founding Farmers brand highlights their roots in American farming by incorporating photography into the brand experience. These images can range from landscapes of farms, farmer utilities and domiciles, street scenes in small towns, or just general objects that relate to the rural lifestyle. Please refer to these key terms below and the examples on the next page when selecting or photographing images of this nature. The Subject Matter (nostalgic)

The Approach (contemporary)

• vintage

• high contrast

• rustic

• shallow depth of field

• earthtones

• dramatic lighting

• natural

• interesting angles

• worn

• interesting cropping or framing

founding farmers style guide & graphics manual

imagery & photography

Historical Imagery as Textures Americana is another key element to remember when building and reinforcing the Founding Farmers brand. To support this concept, images are borrowed from America’s history in the form of paintings and photographs. These paintings and photographs should represent iconic moments in American history or iconic components of the American farmer and American life in the 19th century and prior. These types of images are best used as textures, but can be cropped in interesting ways to tell a particular story as it relates to the Founding Farmers brand. For paintings, look for images that are colorful, but desaturated. For black and white photography, look for 19th century street- and city-scapes and epic landscapes. The following is an unfinished list of approved artists who represent this idea of Americana and are of valuable reference to image selection. Painters

Photographers

• Albert Bierstadt

• Ansel Adams

• John Gast

• Walker Evans

• Emanuel Leutze • Thomas P. Rossiter

founding farmers style guide & graphics manual

imagery & photography