BRAND GUIDELINES
CONTENTS 3.The BRAND 4.mood-board 5.The LOGO 6.SECONDARY LOGOS 7.incorrect logo usage 8.colour palette 9.typography
is a brand that aims to be morally and ethically consistent in every aspect of the products they produce for the betterment of our world.
WHOLEFOODS
CHANGE EARTH
MORALS Z E R O WA S T E
ETHICAL
CLEAN & MINIMAL
ADDITIVE FREE
KEYWORDs
N AT U R A L
PASSION HOMEMADE
RECYCLE EARTHY
ORGANIC
UNPACKAGED GOODS GMO FREE HALAL
FRESH
E C O - F R I E N D LY
MOODBOARD ‘Who Gives A’ganic’ draws inspiration from our natural world, from the colours, to the textures, to the creations. It is earthy and natural with a fun, friendly tone and focuses on all things good for us and the planet.
THE LOGO ‘Who Gives A’ganic’s’ primary logo has an inviting and playful style. The imperfect cursive letterforms give that organic, handmade feel, whilst still maintaining a fresh and minimal look. The logo is full colour on a white background and uses a modified version of the font ‘Asmudila’.
Minimum size 40mm
SECONDARY LOGOS There are a few acceptable alternatives in which the logo can be presented. These will vary according to the purpose it will be serving.
CIRCLE COLOUR
GREYSCALE
REVERSED
ICON
FULL BLACK
INCORRECT LOGO USAGE A few rules have to be put in place to maintain the integrity of the brand. Do not compromise the overall look of the logo by rotating, skewing or distorting the logo, including unnecessary text decorations, for example drop shadows and outlines.
DO NOT ROTATE
DO NOT USE OFF BRAND COLOURS
DO NOT SQUASH OR STRETCH
DO NOT ADD DECORATIVE TEXT STYLES
DO NOT RESIZE PARTS
DO NOT BOX THE LOGO
DO NOT PLACE ELEMENTS TOO NEAR THE LOGO
COLOUR PALETTE The ‘Who Gives A’ganic’ colour scheme is integral to keeping the look and the feel of the brand consistent. Neutral, natural, warm, earthy colours should be used with the option of subtle gradients and textures.
C:48 M:24 Y:48 K:7 R:143 G:162 B:143 #8FA289 C:68 M:41 Y:68 K:34 R:78 G:99 B:75 #4E634B
C:11 M:10 Y:16 K:0 R:232 G:227 B:218 #E8E3DA
Cork-board texture
C:0 M:0 Y:0 K:0 R:0 G0: B:0 HEX: #dh223d
C:41 M:26 Y:50 K:9 R:157 G:161 B:131 #9DA183
C:22 M:19 Y:34 K:3 R:206 G:197 B:172 #CEC5AC
Linear Gradient #DEECDD to #C2E0C5
C:0 M:0 Y:0 K:0 R:0 G0: B:0 HEX: #dh223d
PRIMARY COLOURS
SECONDARY COLOURS
GRADIENTS & TEXTURE
100% opacity
* Different opacities of the colours can be used e.g.
50% opacity
BLACK & GREYSCALE
10% opacity
TYPOGRAPHY Typography is a significant tool to keeping the brand looking consistent. These typefaces have been carefully selected to represent the brand and should be used across print and web applications.
Asmud!a
abcdefghijklmnopqrstuvwxyz!&()
Logo font
CHLAKH SUBTITLES & CAPTIONS
Avenir Next BODY COPY
ABCDEFGHIJKLMNOPQRSTUV WXYZ!@£$%^&*() abcdefghijklmnopqrstuv wxyz!@£$%^&*()
BRAND GUIDELINES by souqudesign | souqudesign.com