Our Brand
Design and Communication Guidelines
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Table of Contents 4 Introduction 6 How It Started 7 Bios 10 Mission Statement 12 Target Audience/Tagline 13 Vision/Values
14 Benefits 16 Our Logo 20 Our Icon 22 Brand Colours 23 Fonts 24 Moving Foward
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Introducing 4 the Luv of Food 4 the Luv of Food is a 12-week program that gives people the knowledge they need to lose unhealthy body fat for good—but it’s not a diet. We are so mislead and confused by media, which is based on trends and fads, but how great would it be to just know the facts?! Plain and simple! 4 the Luv of Food has weight loss results, but the focus is on losing inches. People feel good naked because our program ensures it’s fat people are burning: not muscle, or weight loss from water. This is not another fad diet or a lifestyle change—it is a toolkit that teaches people how to add complementary pairings to the foods we love to eat.
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How It Started The seed for The Food Palette (4tLoF’s early community based program) was planted 20 years ago in a physiology lecture focused on nutrition. The professor spoke of a semi-starvation experiment done in 1945 that revealed the negative effects of dieting. The Food Palette became an obsession in understanding the science of food metabolism and the need to inform the misguided North American society. Two studies began in 2010 that implemented the science without predicting the results. The outcome was size reduction through fat burning, increased energy, restored regularity, some weight loss, lowering of blood pressure, improvement of cholesterol levels and the reversal of Type II Diabetes. There was no question the program had to run on a large scale, reaching the far corners of North America.
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Bios Shannon Clark, BSc P.T., PTSAudience Shannon Clark is 4 the Luv of Food’s co-owner and head of research and development. She graduated from the University of Toronto as a physical therapist in 1992 and after working with pediatrics in Canada for 6 months, moved to the United States. There she spent 12 years specializing in orthopedics, wound care, and finally teaching in New Jersey at the University of Medicine and Dentistry in the Masters Physical Therapy Program. Her fascination with how the body balances itself naturally and her passion for nutritious and delicious food has made her pursue a second career trying to curb the obesity epidemic that has taken hold of North America. On a personal note, she is happily married with 4 children and wishes nothing more than to teach her kids how to love and appreciate what food does for the body and the crucial role it plays bringing family and friends together. She has one confession to make, however: she hates vegetables (except the red ones)! But guess what? You can burn body fat without eating them!
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Danielle Greco, R.H.N., R.M.T., Natural Chef Danielle is a practicing Registered Massage Therapist, working with a wide range of clientele since 2006. The cases she’s encountered from musculoskeletal problems to dietary-related concerns further sparked her interest in alternative health, which led to a diploma in Holistic Nutrition in 2008. Growing up on the ever-so-popular Mediterranean diet in a family of grocers has greatly enhanced her passion for food. With a keen interest in wellness and holistic health, she is determined to prove to skeptics that food can be healthy without compromising flavor and satisfaction. This led her to the west coast where she attended Bauman College in San Francisco and became certified as a Natural Chef. With her triad complete, she’s happy to have partnered up with Shannon Clark to create 4 the Luv of Food. Together they hope to help educate people on the benefits of making balanced choices that prevent disease and enhance overall wellbeing. Danielle is a health nut who loves vegetables, could spend hours walking the grocery aisles and is addicted to the Food Network. Beauty lies in balance, and both Danielle and Shannon have found the happy medium between conventional and non-conventional food choices for happy, healthy living.
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John Cosentino, B.A., Chef Food, food and lots of it! It’s been a significant part of the Cosentino family since John was a baby. With an Italian background, John remembers dinner as a time when Dad and Mom were home from work, his sister was finally out of her study room, and he home from the playground, his mouth watering for Mama’s home cooking. His appreciation for food skyrocketed when at 18, he went to University and was responsible for his own meals, giving him a chance to hone the skills he inherited as a child. In 2003, after University, John went on to play a short season of baseball in Italy where he realized that local ingredients would be the tools of his career trade. Upon his return he completed a two year apprenticeship program at George Brown Culinary School. He’s worked in a number of settings such as the prestigious Copper Creek Golf Club under his mentor Gianpiero Tondina, C.C.C. John returned to Italy in 2008 to study under world class chefs in some of the most reputable food establishments in the country. Today, John is the owner and operator of Food in Motion Catering Services. With the extremely fast growing demand for healthy menus, and critical concentration on dietary restrictions, John is thrilled to team up with the ladies of 4theLuvofFood.com, bringing fresh, local ingredients to the popular demand for proper food combining.
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Mission Statement 4 The Luv of Food strives to improve people’s lives by providing an easy to follow program that promotes a happy and healthier lifestyle.
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Target Audience Our target audience is primarily women ages 25-45, with men of the same ages as a secondary audience. They live in both rural and urban locations, and require easy recipes with ingredients that can be found at their local supermarket. They want simple solutions, recipes and information that they can fit into their lives. They’ve tried many diets across the board feeling that they have to deprive their bodies to lose weight. Some suffer from fatigue, depression, and high cholesterol and even run the risk of being pre-diabetic. What is the one thing common to all of them? They strive toward getting healthy, but are confused with the overwhelming amount of health information out there. Having a plan that fits their busy life is key, and being able to “cheat” without the guilt is a must!
Tagline Who doesn’t want to feel good? Better yet, who doesn’t want to feel good naked? This is exactly what our program is geared to do: burn fat so you can feel—and look—good naked!
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Our Vision 4 the Luv of Food strives to continuously help people get healthier and happier with their bodies, and as a result being a worldwide leader in the health and wellness industry.
Our Values 4 The Luv of Food is rooted in the values of honesty, compassion, healthy living and attainability for all. Honesty: Providing factual, science-based information that is researched and has the client’s best interest at heart. Compassion: Being able to sympathize with the needs and concerns of the client and their health struggles and find solutions to create optimal health. Healthy Living: Providing scientific pairing of foods to create the highest level of optimal health for clients, helping them achieve their individual goals. Attainability: Since all clients are unique, varying in age and lifestyle, 4 the Luv of Food aims to provide a program that is completely attainable for everyone in all walks of life.
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Benefits 4 the Luv of Food has numerous benefits: physical, mental and emotional. Our program empowers you, freeing you from the shackles of fad diets, restrictions and obsessive counting!
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Allows you to eat the foods you want to eat, all of the time.
Every food can be a fat burning food. The secret lies in how you
pair them. We’ll teach you how and inspire you with meal plan
options and original 4tLoF recipes.
Helps you to burn body fat and return to an ideal
body size.
You will only burn body fat! No loss will be at the expense of water or
hard-earned muscle.
Helps reduce and reverse the risk of heart disease,
obesity and diabetes.
Balancing carbs prevents the body from producing the substance
responsible for narrowing arteries.
Gives you the knowledge you need to feed you and
your family right, no matter what their likes or
dislikes, allergies or religion.
This program is universal and can be tweaked and tailored to suit any
need. Nothing is off limits and there are no restrictions, which puts
an end to “diet” foods the whole family won’t enjoy.
It is not a diet or a lifestyle change. It’s an education
you need only once to get you on the right track to
feeling good naked.
Knowledge is power! Enlightenment and the confidence to make an
informed choice for your body is beyond rewarding.
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Our Logo With its iconic heart and bold script, our logo is an eye-catching visual embodiment of our program. We use the heart instead of the word “Luv� to make an instant visual connection and a representation of health, mind and body. Just like any good diet should be filled with a rainbow of foods, we use bright and fresh colours. All together, our logo portrays our brand personality perfectly!
The tagline is part of the logo and should always be included where possible. If an exception is made, the tagline must be incorporated into the design somewhere else. Our full colour logo should always be shown on a white background. 16
Logo Guidelines
Don’t stretch.
Don’t change words/fonts.
Don’t change the colour.
Don’t rearrange the type or icon.
Don’t use colours or patterns
Don’t use colours or patterns
that interfere with the logo.
that interfere with the logo.
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Two Colour Variations These are the two colour variations, which are an addition to the regular full colour logo. They can be used for colour窶田oding purposes or colour coding sections within the brand.
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Single Colour Variations These are the greyscaled versions of our logo. Depending on the background you can use ether of them for visibility.
Greyscale
Single Colour Solid
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Our Icon As part of our logo, the heart icon is wonderful as a simplified representation of our brand. It is unique and recognizable. We often use it as a design element or watermark to spread our brand in a variety of ways.
Icon Guidelines
Always included as part of the logo, with or without the tagline. Always shown in our branded colours. Tints are allowed. Used on its own as an icon or watermark. Always keep straight; do not rotate, reflect, or otherwise edit the icon.
Colour Variations
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Logo Spacing Always keep a minimum amount of space between our logo and any other elements in a design. Use the height of the tag line bar to help ensure the spacing is proportional. There should be at least 0.25 inches of space at all times.
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Brand Colours Our colours are fresh, inviting and motivating. Although simple, we believe in the power of colour brightening things up. We have four main colors, plus solid black. In general, our brand colours should always be 100% and solid, although tints are acceptable for watermarks. The default for text is 100% black. Our green is our primary colour, and is generally used more often.
100%
80%
60%
40%
100%
80%
C55 M0 Y100 K0
C72 M0 Y37 K0
R128 G195 B66
R16 G187 B182
HEX #7FC241
HEX #0FBAB6
100%
80%
60%
40%
100%
80%
C2 M100 Y98 K0
C0 M23 Y100 K0
R231 G30 B39
R225 G213 B48
HEX #E71D26
HEX #FFD430
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60%
40%
60%
40%
Fonts Marketing Script Regular Marketing Script is a great Script font for headlines and pull-quotes. We use this font sparingly to preserve its impact.
ABCDEFGH IJKLMN OPQR STU V WXYZ abc d e f g hi j kl m nop q r stu vwxyz 1234567890 (.,:;?!$&@-*)
Futura LT Book and Bold Futura LT Book is a classic sans serif font that has a a nice geometric feel that helps us look fresh and modern. We use Futura LT Book and Bold for subtext and body text.
A B C D EF G H I J K L M N O P Q RS T U V W X Y Z ab cdefghijklmnopqrstuv w x yz 1234 567890 (.,:;?!$&@ -*) A B C D E FG H I J K L M N O P Q R S T U V W X Y Z abcdefghijklmnopqrstuv w x y z 1234567890 (.,:;?!$&@ -*) 23
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Moving Foward Now that you understand our brand, you’re ready to go out and spread 4 the Luv of Food to the world. Always remember to keep within our visual guidelines and, most importantly, always communicate with our mission and values in mind. If we are consistently uplifting, informative, and inspirational in our visuals and communications, 4 the Luv of Food will succeed in making the world Feel Good Naked!
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4theluvoffood.com 4theluvoffood.com 26