Eat Local. Campaign Style Guide. Style Guide
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Eat Local.
Campaign Guidelines
The ‘Eat Local.’ campaign guidelines provide the standards for the campaign’s overall identity. Guidelines are simply that. They are the shared practices that define the ‘Eat Local.’ campaign with enough detail and clarity to enable you—its guardians—to represent it effectively and consistently. They also help the brand speak to our audience with a common voice through the campaign.
Why the Style Guide?
The campaign style guide has been created to provide clear and consistent graphic standards that can be successfully used to promote the local produce available and the farm shop as a community based organisation to rival the saturation of mass produced goods.
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Style Guide
Well established within the local foodie circuit, the Hawarden Estate Farm Shop has brought together some of the best local ingredients and produce under one roof highlighting the abundance of local produce in North Wales/ Cheshire. As they begin their next campaign, achieving that same level of excellence is more important than ever.
Contents
Introduction ....................................................................................................
Campaign Priorities ........................................................................................
Campaign Vision ............................................................................................
Tone of Voice ..................................................................................................
Associated Words ..........................................................................................
Logo ..............................................................................................................
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Logo Spacing .................................................................................................
Logo Misuse ...................................................................................................
Colour Scheme ..............................................................................................
Typography ....................................................................................................
Visual Imagery ................................................................................................
Application .....................................................................................................
Support ..........................................................................................................
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Style Guide
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Campaign Priorities
PRIORITIES provide focus for the ‘Eat Local.’ campaign’s long-term efforts.
‘Eat Local.’ Campaign Priorities •
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Transform the Hawarden Estate Farm Shop by extending its reputation within the local community as a pinnacle of local produce. Increasing awarness of the availability of local produce within a community environment and promote this as a viable alternative to mass produce. Re-engage a younger demographic with the Hawarden Estate Farm shop through the use of engaging contemporary visual language.
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Campaign Vision
This outlines how we intend to improve humankind.It is an enduring statement of the importance and impact The Hawarden Estate Farm Shop has on a local and global scale.
‘Eat Local.’ Campaign Vision To promote and celebrate local produce as a viable and ethical alternative to mass produce.
Campaign Personality
‘Eat Local.’ Campaign Personality
Informed | Creative | Conscious | Ethical | Contemporary | Fun
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Style Guide
A PERSONALITY represents the characteristics and qualities that distinguish us. They are the traits that make us unique and reflect who we are and how we act.
‘Eat Local.’ Tone of Voice
The campaign tone of voice is friendly yet informative to appeal directly to the small nature of the community, due to the Farm Shops reputation the address doesn’t need priority placement as the target audience will know of its presence.
Eat Local.
This tone of voice is also translated into the visual aesthetic with the use of friendly and appropriate typefaces with the body copy creating continuity with the brands existing guidelines. This is further developed through the use of visual imagery creating a contemporary and relevent identity for the campaign which establishes the Farm Shop to present a relevant visual style to engage the target audience. This creates a unique selling point avoiding the traditional farm shop imagery further extending the friendly and engaging connotations of the campaign to appeal to this community based target audience.
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Associated Words
These words epitomise the campaign and should be considered when designing or replicating any creative media to ensure the campaign is consistently articulated to its audience.
Produce
Proud Organic
Informed
Local
Fun
Community
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Style Guide
Contemporary
Ethical
Campaign Logo
The Campaign logo is the primary symbol of the ‘Eat Local.’ campaign, representing the entity of everything associated with the ‘Eat Local.’ Campaign.
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The design of the logo reflects the orginal branding opting for a landscape profile of logotype that mimics the ‘Hawarden Estate Farm Shop’ logo. This continuity postively reflects on the original branding and is consistent when applied to the existing promotional materials.
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Logo Spacing
The logo is one of the most visible and valuable assets in promoting the campaign therefore it needs to be presented consistently. Always position it for maximum impact and give it plenty of room to breathe. This will help to ensure the logos visibility and legibility. The minimum clear space for the campaign logo is defined by the x-height of the lowercase letterforms. Understanding the clear-space rule is essential, as it is also the standard for logo position and scale on most printed communications. In that regard, the clear-space rule should be maintained as the logo is proportionately enlarged or reduced in size. Style Guide
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Logo Misuse
The campaign mark has been carefully designed and should never be altered in anyway. These examples illustrate how NOT to use the mark, but do not include all instances of misuse.
Rule of Thumb
Never stretch, condense, or otherwise morph the mark. Never redraw the mark, translate it, or alter the placement and size relationship between its elements.
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Never add additional elements to, change the colour of, or alter the integrity of the campaign mark.
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Do NOT Distort
Do NOT add shadows
Do NOT Re-type
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Style Guide
Do NOT add Graphics
Campaign Colour Scheme
Colour affects and influences each of us emotionally and psychologically. Consistent use of colours plays a vital role in establishing a clear and unambiguous image of the campaign.
Primary - Signiture Colours
The chosen palette use is a contemporary cool grey that complements the brigher secondary colourscheme used within the illustrations. Appropriate and consistent application of our brand palette provides another layer of distinction for the campaign.
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Cool Gray 9C RGB - 117, 120, 123 CMYK - 30, 22, 17, 57 HEX - #75787b
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Secondary - Supporting Colours
The colours that make up our supporting palette complement the primary Cool Gray, providing additional creative range to the marketing materials. This combination of colours is inspired by vibrant natural shades and are inspired by the colours of the organic local produce sold within the Hawarden Estate Farm Shop.
RGB - 253, 210, 110 CMYK - 0, 17, 57, 1 HEX - #fdd26e
RGB - 242, 172, 185 CMYK - 0, 29, 24, 5 HEX - #f2acb9
RGB - 146, 193, 233 CMYK - 42, 9, 0, 0 HEX - #92c1e9
RGB - 0, 58, 112 CMYK - 100, 71, 10, 47 HEX - #003a70
RGB - 185, 220, 210 CMYK - 17, 0, 12, 0 HEX - #b9dcd2
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Style Guide
RGB - 186, 215, 57 CMYK - 25, 0, 83, 0 HEX - #bad739
Typography
Typography is an essential element of the visual identity, adding dimension and distinction to the communication and reflecting the personality of the campaign. When used effectively and consistently, type becomes associated with a brand in the mind of our audiences, creating a subtle but compelling connection.
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Display type - GT Walsheim (BOLD)
Inspired by the lettering of Swiss poster designer legend Otto Baumberger from the 1930s, GT Walsheim is a friendly but precise typeface. Unlike other geometric sansserifs, it sports warm curves and wears a broad smile. Supports all Cyrillic languages.
Aa Bb Cc 15
Bodycopy - Helvetica Neue (LIGHT)
Aa Bb Cc 16
Style Guide
Originally designed for hand composition, it has been adapted over the years for all methods of composition: from hot metal line composition to digital typesetters. Helvetica Neue is the existing body copy for the Hawarden Estate brand therefore creates a sense of seamless continuity between the brand and the campaign.
Visual Imagery
The visual aesthetic of the campaign is a MemphisInspired contemporary style that will engage a younger demographic to the campaign. This style subverts traditional connotations of Farm Shops and local produce as being ‘oldy-wordy’ and creates a bold statement that articulates how viable the use of local produce can be within todays society.
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The colourful illustration will engage the target audience and place the focus of the campaign back onto the produce championing its quality and freshness through the bold style of the visual imagery.
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Style Guide
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Application
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The following pages demonstrate several examples of how the Victors for Michigan campaign can be applied and brought to life.
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Style Guide
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Support For any further questions or clarifications contact me at; rhys.jones96@btinternet.com
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Share this guide with other designers and creatives working with the campaign to ensure total consistency throughout.
Designed and produced by Rhys Jones 2016 as a concept for Hawarden Estate Farm Shop Printed on; Cover - 300GSM GF Smith Inside - 150 GSM Cyclus
all iltellectual property belongs to the designer unless commercially sold and stated via signed contract
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