GOAT Brand Book

Brand Guidelines

Pag 1

THE GUIDELINES These guidelines describe the visual elements that represent the GOAT corporate identity.

The goal of this document is to standardize the message that GOAT wants to communicate through its image in a consistent, conscious and unique way.

The GOAT Brand includes the logo, colours and identifying elements that are valuable company assets. They should be respected in order to prevent its unauthorized or incorrect use.

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Brand Guidelines | Corporate Logo

P. 1

P. 1

Contents Section 1

Contents

P. 2 P. 3 P. 4 P. 6 P. 8 P. 9

Corporate Logo

P. 10 P. 11

Corporate Logo

P. 12 P. 13 P. 14

Corporate Color System

P. 16 P. 17

Corporate Shapes System

P. 20 P. 21 P. 22 P. 24 P. 26

Corporate Logo Application

The logotype Where the brand comes from?

Logo construction and clearspace Logo main applications Logo standards Section 2 The corporate fonts Section 3

Primary color system Secondary color system Section 4

Corporate decorative system Section 5

Business cards Digital presentations layouts Images and blending modes Ads

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Brand Guidelines | Corporate Logo

P. 2

01.

Corporate Logo www.goatgeneration.com

Brand Guidelines | Corporate Logo

P. 3 The Logotype - B/W Version

OUR LOGO, THE COMMUNICATION B/W Dark Version

ESSENCE

OF

OUR

VISUAL

Goat logo has been carefully designed using a typography developed from scratch on a grid and a set of circumferences, giving a friendly, modern and versatile appearance.

The connection of the vowels “O” and “A” in the writing (infinite symbol) emphasizes the sustainable cycle that GOAT wants to create by offering an innovative way to share excess food within the communities with the goal of reducing food waste and leaving a better world to future generations.

B/W Light Version

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Brand Guidelines | Corporate Logo

P. 4

WHERE THE BRAND COMES FROM?

The name

In the latest urban dictionary G.O.A.T is a millenial slang that refers to great things in life. An acronym for Greatest Of All Times.

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+

The cycle, an inďŹ nitive form

+

GOAT looks for innovatives ways to reduce food waste by creating a constant cycle of movement and renewal.

Brand Guidelines | Corporate Logo

P. 5

The food colors

=

Food is colorful by nature and as such attracts immediate attention. The use of nature colours in the logo is an effective way to communicate the brand identity associated with food.

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Brand Guidelines | Corporate Logo

P. 6

LOGO CONSTRUCTION AND CLEARSPACE Standardizing the construction of a logo allows the brand to have a geometric formula for its reproduction. For the creation of the Goat logo the typography was developed by using circumferences on a grid whereby the writing can be standardized and well proportioned.

Clearspace

1.375x

The matrix circumference of the logo has a value of 2X and the grid is built with the value of X/4.

Logo Height

The clearspace of the brand guarantees the best reading and visualization conditions. It is standardized using the same construction grid.

Construction Process X

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X/8

Brand Guidelines | Corporate Logo

P. 7

LOGO WITH SLOGAN AND TAGLINES Regular Version

Extended Version

1.375X

1.375X

Logo Height with slogan

Logo Height with slogan

S H A R E E A T R E P E A T

S H A R E _ E AT_ R E PE AT

Compact Version

Taglines or logo extensions

1.375X

1.375X

Logo Height with slogan

SHARE_ EAT_ REPEAT

F O O D

Logo Height with slogan

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Brand Guidelines | Corporate Logo

P. 8

LOGO MAIN APPLICATIONS Logo A Coloured Logo with Gradient in White Background

Logo B Coloured Logo with Gradient in Dark Background

Logo C Coloured Logo in White Background

Logo D Light Logo in Primary Green Background

Logo E Light Logo in Primary Orange Background

Logo F Light Logo in Primary Red-orange Background

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Brand Guidelines | Corporate Logo

P. 9 Incorrect Logo Application

LOGO STANDARDS

1) Do not use primary colours as monochromatics.

Minimum Logo Sizes LOGO Minimum Logo Height: 6mm 2) Do not change the slogan or taglines position.

3mm

6mm S H A R E E A T R E P E A T

LOGO with slogan Minimum Logo Height with slogan: 6mm Minimum Slogan font size in any case: Montserrat Regular 4pts

S H A R E E A T R E P E A T

3) Do not apply the gradient effect in other logo elements.

16mm 4pts

SHARE_ EAT_ REPEAT

4) Do not use primary colours as backgrounds.

17mm S H A R E E A T R E P E A T

4pts

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Brand Guidelines | Corporate Logo

P. 10

02.

Corporate Typography www.goatgeneration.com

Brand Guidelines | Corporate Logo

P. 11

THE CORPORATE FONTS The role that the typography plays on the visual communication is extremely important. The good handling of the typography gives the brand a stronger identity and personality but always with harmony and clarity.

LOGO TYPOGRAPHY The GOAT logotype uses a typography created to represent, in a dynamic and integral way, the company’s philosophy and the interrelationship between its stakeholders.

The typography used for GOAT is created on a grid of circumferences that have been carefully balanced.

PRIMARY FONT We have selected the Montserrat typography as the primary font to be used with the GOAT logo. It is a modern Sans Serif developed with a huge geometric simplicity. It has useful variants and an open source license.

MONTSERRAT

FONT

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890-=!@#$%^&*()_+ S H A R E _ E A T _ R E P E A T

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Brand Guidelines | Corporate Colour System

P. 12

03.

Corporate Colour System www.goatgeneration.com

Brand Guidelines | Corporate Colour System

P. 13

PRIMARY COLOUR SYSTEM The primary colours of GOAT are an important part of the identity of the brand. If we use the chromatic language correctly we will be ensuring the consistent communication.

100%

80%

60%

40%

20%

Gradient

PRIMARY COLOUR A Goat Green Codes CMYK : RGB : WEB: PANTONE:

C060 M005 Y100 K000 R116 G183 B067 #74B743 C

PRIMARY COLOUR B Goat Orange Codes CMYK : RGB : WEB: PANTONE:

C000 M040 Y100 K000 R250 G166 B026 #FAA61A C

PRIMARY COLOUR A Goat Red-orange Codes CMYK : RGB : WEB: PANTONE:

C005 M080 Y100 K000 R230 G089 B037 #E65925 C

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Brand Guidelines | Corporate Logo

P. 14

SECONDARY COLOUR SYSTEM The secondary colours complement the primary colour pallet and they conямБrm the versatility of the use of the logo on different backgrounds and combinations.

SECONDARY COLOUR A Goat Dark Gray

SECONDARY COLOUR D Goat Turkish

Codes CMYK : RGB : WEB: PANTONE:

Codes CMYK : RGB : WEB: PANTONE:

C000 M000 Y000 K090 R065 G064 B066 #414042 C

C100 M025 Y050 K000 R000 G140 B141 #008c8d C

SECONDARY COLOUR B Goat Dark Green

SECONDARY COLOUR E Goat Light Blue

Codes CMYK : RGB : WEB: PANTONE:

Codes CMYK : RGB : WEB: PANTONE:

C090 M030 Y095 K030 R000 G104 B056 #006838 C

C100 M025 Y010 K000 R000 G146 B196 #008fc4 C

SECONDARY COLOUR C Goat Carmine

SECONDARY COLOUR F Goat Salmon

Codes CMYK : RGB : WEB: PANTONE:

Codes CMYK : RGB : WEB: PANTONE:

C020 M100 Y080 K020 R166 G026 B050 #a61a32 C

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C000 M070 Y050 K000 R243 G113 B109 #f3716d C

Brand Guidelines | Corporate Logo

P. 15

Colours are the most effective way to transfer a Brand to the costumers www.goatgeneration.ca

Brand Guidelines | Corporate Shapes System

P. 16

04.

Corporate Shapes System www.goatgeneration.com

Brand Guidelines | Corporate Shapes System

P. 17

CORPORATE DECORATIVE SYSTEM

HOW TO USE IT

After considering the geometries with which the logo was built, a graphic communication system has been developed that gives the accurate visual identity to the brand.

On light background

Multicoulored

THE FOOTPRINT Coloured Decorative Element

Decorative shape formed by using the set of circumferences that structure the logo.

Geometric Logo Type

Circular Base

Circular Base Filled

On Corporative Backgrounds

Decorative Element on Green GOAT Background

Decorative Element on Orange GOAT Background

Circular Base Softened

Coloured Shapes

Decorative Element on Red-orange GOAT Background

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Brand Guidelines | Corporate Shapes System

Pag 16 P. 18

THE ELEMENTS

Monochromatic Green GOAT Decorative Element Orange GOAT Decorative Element

This is about the shapes which are the result of the logo construction and that can be used as communication elements: by themselves or complemented with their chromatic values.

Coloured Green GOAT Single Circle Outlined

Red-orange GOAT Decorative Element

Coloured Orange GOAT Single Circle

Outlined

Outlined Colored Decorative Element Green GOAT Decorative Element

Coloured Red-orange GOAT Single Circle Outlined

Orange GOAT Decorative Element

Coloured Orange GOAT Single Form

Red-orange GOAT Decorative Element

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Outlined

Brand Guidelines | Corporate Shapes System

P. 19

THE INFINITY SYMBOL The inďŹ nity symbol is part of the logo conceptualization and it represents the dynamic cycle that the different social participants generate through GOAT.

DONOR

SELECT A CHARITY SUPPORT

HAS SURPLUS OF FOOD

POST IT

SIGN UP

DONOR

FEEL GOOD

SIGN UP

BUYER

ENJOY MEAL

It is recommended to use this symbol on explanations about the performance of the application, on corporate presentations, photographies or advertising infographics. The chromatic gradation that is applied on the logo must be used at all times.

BUYER

LOOKING FOR INNOVATIVE AFFORDABLE MEALS

PURCHASE IT

PICK IT UP

It is important to have in mind that using this symbol does not replace, in any circumstance, the logo. It just strengthens the concept of the brand.

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Brand Guidelines | Corporate Logo Application

P. 20

05.

Corporate Logo Application www.goatgeneration.com

Brand Guidelines | Corporate Logo Application

P. 21

BUSINESS CARDS The business card will be used by GOAT members as ofďŹ cial elements to contact them. The business card shows the complete information of the person on the frontside. The backside has the logo over a dark grey secondary colour as background.

Frontside

Ivonne Gamboa

PRESIDENT & CEO ivonne@goatgeneration.com m : +1 (403) 990 3161 www.goatgeneration.com www.goatgeneration.ca

Backside

S HAR E _ EAT_ R EPEAT

The standard dimension for a business card is 3.5"x2" or 9x5cm.

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Brand Guidelines | Corporate Logo Application

P. 22

DIGITAL PRESENTATION LAYOUTS Goat digital presentation must be handled by emphasizing the power of images, with support texts in big size but keeping always the logotype position in each sheet.

By default, the size of a presentation in PowerPoint, is currently a widescreen type presentation (13.333 inch by 7.5 inch) Mostly you will have 96 dots per inch (dpi) on your screen settings, so this means that a default PowerPoint presentation has a resolution of 1280 by 720 pixels.

TITLES SUBTITLES

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore

SHA RE _ EAT_ REPEAT S H AR E _ EAT_ R EPEAT

S H A R E _ E AT _ R E PE AT

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Brand Guidelines | Corporate Logo Application

P. 23

FACTS

PHOTO

100%

When using photos we recommend to not overstep two-thirds of the layout.

of statistics or data should be communicated with BIG FONTS to emphasize words or numbers with the Montserrat ExtraBold font and use of corporate colours

We recommend this type of illustrations to complement the messages

The light gray colour (black 10%) is allowed to be used as image or text box background.

For presentations the minimun font size recommended in a text box is 22pts.

S H A R E _ E AT _ R E PE AT

S H A R E _ E AT _ R E PE AT

FACTS 70% 50% 35%

10%

We recommend this type of infographic charts to complement the messages

S H A R E _ E AT _ R E PE AT

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Brand Guidelines | Corporate Logo Application

P. 24

IMAGES AND BLENDING MODES For the use of photography it is best to pick images with free spaces for the brand. We recommend using the GOAT logo with full colour as the main option.

SHA RE _ EAT _ REPEAT

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SHARE _ EAT_ REPEAT

Brand Guidelines | Corporate Logo Application

P. 25

When the logotype is superimposed on a photography, it is recommended to blend the image with the secondary grey colour.

Original Photo

This will make the reading of the logo easier in both cases: when it is in full colour and when it is in white (light version).

Goat Gray Color Multiplied 100%

Goat Gray Color Multiplied 85%

S H ARE _ E AT_ RE PE AT

SHA RE _ EAT_ REPEAT

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Brand Guidelines | Corporate Logo Application

P. 26

GOAT ADS The logo design allows for brand versatility in all forms of communication. The slogan can be separated from the logo to emphasize the message or the goal of the advertising material.

S H A R E E A T R E P E A T

We are committed to reducing FOOD WASTE worldwide

SHARE_ EAT_ REPEAT

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Brand Guidelines | Contact

P. 27

Thank You. CONTACT For further information please contact:

Ola Pajak

CHIEF MARKETING OFFICER M: +1 403 852-2137 E: Ola@goatgeneration.com

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Designed by Danilo Sinche (SINC) THE DESIGNERS TROUPE +593 981 488 115 www.thedesignerstroupe.com info@thedesignerstroupe.com