Graphic Standards Manual
Graphic Standard Manual
1
2
Founding Farmers
Logo Concept The logo represents Founding Farmers role of being a modern restaurant serving farm-inspired food. The logo was inspired by the shape and form of wrought iron work, American agruiculture, and fine dining. The typeface reflects the serif-like stem of the logo and gives the logo height.
Graphic Standards Manual
3
4
Founding Farmers
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.
Color Variations Only these logo color combinations are permitted. Do not create your own variants. Always reproduce them from approved artwork. Four different versions of our logo color combinations may be used: Grayscale/Black: For black and white publications, or against light or bright colored backgrounds where the primary version is unreadable. Reversed White: Reversed to white against a dark or bright background, where the primary version is unreadable.
Graphic Standards Manual
Color Version
Black on White
Grayscale
White on Black
5
6
Founding Farmers
Graphic Standards Manual
7
8
Founding Farmers
Clear Space Unless otherwise prescribed, the logo should be surrounded by an area of white space equal to at least one X-height units with the tagline and without (see illustrations). The X-height is defined as a square whose sides are the same length as the height of the “Farmers� letters in the brand logo.
x
x
x
xx x
x x
Graphic Standards Manual
Minimum Acceptable Usage The minimum size of the logo is 20mm x 39mm.
15 mm
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 Foudning Farmers are the only files that should be used.
9
10
Founding Farmers
Unacceptable Logo Usage Our logos are custom-designed artwork. It is important to keep the logo configurations as it was created. Never alter the logo in any way. Here is a list of common mistakes to make it easy to avoid misrepresentation:
Do not skew or stretch the logo and type.
Do not change any colors of the logo.
Graphic Standards Manual
founding
FARMERS Do not rotate the logo and the type.
Do not outline or add a stroke to the logo.
founding
FARMERS
Do not more any placement of type.
Do not add any effects such as glow.
11
12
Founding Farmers
Color Palette 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/HEX colors will not reproduce the correct colors if printed professional, therefore they are not to be used for printed materials. Your screen my convert the colors differently depending on specific settings and calibration. HEX values are standard on the web.
Graphic Standards Manual
Golden Yellow
Dark Golden Yellow
Crimson
CYMK
20/38/100/1
31/49/100/11
28/88/98/27
RGB
204/155/44
168/122/45
146/52/32
PMS
1245
1255
1815
HEX
CC9B2D
A87B2C
923420
CYMK
RGB
PMS
TINTS: Increments of 20% are an acceptable application of color.
HEX
13
14
Founding Farmers
Typeface Appropriate typography is important in the presentation of the Brand. The guidelines below explain which typefaces can be used in specific contexts; do not vary from these specifications or introduce other typefaces.
Primary Typeface Archer The typeface is an important element of the Founding Farmers brand appearance. Archer type family is used to complement the Founding Farmers logo, it sets a confident, contemporary tone. Archer gives users a lot of flexibility by offering a broad range of type weights and styles, for both headline and text. Use Archer fonts for all professionally printed materials.
Graphic Standards Manual
Archer Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
15
16
Founding Farmers
Web Typeface & PowerPoint Presentations Verdana Use for web and screen applications. For headers use Verdana bold; body copy use Verdana regular.
Verdana Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Graphic Standards Manual
17
Founding Farmers
18
Blue
Dark Blue
CYMK
83/65/0/0
100/92/20/9
RGB
45/98/204
3/44/128
PMS
7455
2757
HEX
2D62CC
D32C80
CYMK
RGB
PMS
TINTS: Increments of 20% are an acceptable application of color.
Grass Green 84/18/100/4
32/146/64
348
209240
HEX
Graphic Standards Manual
19
20
Founding Farmers