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BRAND2019/2020

GUIDELINES

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TABLE OF CONTENTS

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TABLE OF CONTENTSAbout Us...................................................................................................................................................... 5

Our Solutions + Program Areas .................................................................................................... 7-9

Brand Positioning, Audienc + Personality Communications Framework..................................................................................................... 11

Asset Guidelines Brand Guidelines............................................................................................................................. 13 Signature Variations....................................................................................................................... 14 Co-Branding Logo Usage............................................................................................................. 15 Wheat Stalk....................................................................................................................................... 16 Typography........................................................................................................................................ 17 Color Palette...................................................................................................................................... 18 Extended Color Palette................................................................................................................. 19

Brand Imagery ................................................................................................................................... 21-23

Language, Facts + Ethics Feeding Texas Boilerplate ......................................................................................................... 25 How To Talk About Hunger In Texas ..................................................................................... 26 How To Talk About The Network............................................................................................. 27 How To Talk About People We Serve ................................................................................... 28 Frequently Used Facts ............................................................................................................... 29 Ethical Language Guide ............................................................................................................ 30

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ABOUT US

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ABOUT US

Who We AreFeeding Texas is a statewide network of food banks leading a unified effort to end hunger in Texas. Together with 21 member food banks and over 3,000 food pantries and meal programs, we assist over 4 million Texans annually and engage the state in the fight against hunger.

Mission We lead a unified effort for a hunger-free Texas.

Vision A hunger-free Texas

GoalOur goal is to ensure adequate, nutritious food for all Texans, improve the health and financial stability of the communities we serve, and engage all stakeholders in advocating for hunger solutions.

Our Approach to Ending Hunger• Feed the Need: Network food banks feed people in immediate need by providing nourishing food—from

farmers, hunters, manufacturers, and retailers—and wrap around social services. • Build Resilience: We help our neighbors build a path to a brighter, more food-secure future through

programming that address the root causes of hunger and poverty.• Change the System: We raise awareness about hunger, advocate for a strong public nutrition safety net,

and share the stories of everyday Texans facing hunger to create a more just and equitable food system.

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OUR SOLUTIONS +PROGRAM AREAS

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PROGRAM AREAS

SOLUTIONSOur solutions are designed to address the root causes of hunger so that every Texan can live an active, healthy life.

Public Policy & AdvocacyFeeding Texas identifies and advances policy solutions that help Texas families create a path to healthy, hunger-free lives. Our Public Policy & Advocacy team works on a statewide level to protect and expand federal and state nutrition, health, and economic opportunity programs by providing state and federal decision-makers with critical data, timely analysis, and proven hunger solutions.

We advocate for public policy priorities that: • Ensure all Texans have access to enough food to live healthy, productive lives — especially in times of crisis• Ensure our food banks and food pantries have the resources they need to provide high quality, nutritious

emergency food assistance to those in need

Community Health & Nutrition

The Feeding Texas Health Promotions team develops and monitors nutrition education and health programs tailored to local communities across Texas that need it most.

Our team works behind the scenes to manage and evaluate state-level nutrition education programs. Through these programs, Texans learn the best ways to stretch their SNAP dollars, pick out healthy food options at the store, and cook nutritious meals at home.

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SOLUTIONS CONTINUED

Social Services OutreachThe Feeding Texas Social Services Outreach team provides skilled support to network food bank partners as they connect people to federal nutrition and health programs — like SNAP — that create a more economically secure Texas. To help eligible families understand and apply for the benefits they need, our Social Services team builds and reinforces food bank capacity by providing localized quality assurance, technical assistance, program evaluation, and comprehensive training.

Disaster Response & RecoveryWhen disasters strikes our state, Feeding Texas readies its team and member food banks to provide food assistance and emergency supplies.

The Feeding Texas network of food banks reaches every county in Texas — making us uniquely prepared to serve as a central point of contact in the event of a disaster. We coordinate the flow of food and other supplies between food banks, assess the need in impacted areas, coordinate local, state, and national communications, and allocate donations for relief and recovery efforts.

Community Capacity CorpsThe Community Capacity Corps helps build the capacity of our member food banks to pursue innovative projects that address the root causes of food insecurity.

Through the program, AmeriCorps*VISTA (Volunteer In Service To America) members serve for a full year in a food bank, supporting a project addressing the economic causes or effects of hunger. Projects include strategic partnerships with educational, financial, healthcare and other community service providers that help people participating in food assistance programs build greater stability in their lives.

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SOLUTIONS CONTINUED

Hunters for the Hungry Hunters for the Hungry fights hunger and promotes environmental stewardship by distributing donated venison to Texans in need.

Through the program, hunters can drop off legally tagged, field-dressed whitetail or mule deer to participating meat processors. The partner processors prepare the venison for distribution through local food banks.

Food SourcingFeeding Texas supports a statewide fresh produce recovery program through a grant from the Texas Department of Agriculture. This grant provides funds to network food banks to source and distribute free or low-cost donations of surplus produce that would otherwise go to waste.

In 2018, Feeding Texas spun off its produce operation and formed the Collaborative for Fresh Produce (CFP), an independent nonprofit organization established to serve food banks in Texas and five neighboring states. CFP is now partnering with Feeding Texas and our national network Feeding America to develop a national produce sourcing strategy for the 200+ food banks in the Feeding America network.

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BRAND POSITIONING, AUDIENCE + PERSONALITY

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COMMUNICATIONS FRAMEWORK

A hunger-free Texas VISION The future state of our work

to achieve

Every Texan deserves the food and resources to live a healthy, productive life. When our neighbors’ basic needs are met, Texas thrives.

BELIEFOur core conviction

We lead a unified effort for a hunger-free Texas.MISSION

Why we exist

• Political audiences and decision makers • Donors: Kind hearted parents, empty-nesters, and young do-gooders

AUDIENCEPriority groups among the public we aim to engage

• People shouldn’t judge people for being hungry, but they do. • All Texans should have their basic needs met.

INSIGHTDiscovery about audiences

that unlocks growth

Supporting Feeding Texas helps ensure all Texans have enough food to live a healthy, productive life and supports solutions that address the root causes

of hunger to break the cycle of food insecurity.

BENEFITWhat people gain by

supporting our mission

COMMUNICATIONS PILLARS

Primary public-facing content areas

KEY TAKEAWAY Standard for Marcom Work

PERSONALITYHow we behave

Driving change to build a healthier,

hunger-free Texas

Providing tools and

best practices to our network of food banks

Protecting federal

programs that feed kids, families, and seniors

Raising the voices of and advocating for

Texans experiencing hunger

Foster awareness and inspire action while preserving the dignity of people experiencing hunger

The advocate and expert: informative, data-driven, collaborative, people-centered

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ASSET GUIDELINES

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BRAND GUIDELINES

The Feeding Texas logo is a strong brand asset in the fight against hunger in Texas.

“Clear space” is the area surrounding our logo that must be kept free of any text or graphic elements. Leaving ample space around the logo allows the logo to stand out on all communications materials.

Clear space is measured by the height of the “F”in Feeding Texas. The minimum clear space on the left, right, and bottom of the logo must always measure the height of the “F”. A minimum clear space above the logo should always measure one half the height of the “F”.

Feeding Texas Logo

To ensure our logo is clear and legible, the established minimum production size should appear no smaller than the recommended size below:

• 7/16” for CMYK Four-Color Process• 3/8” for One-Color Spots• 55 pixels for Web and On-Screen Applications

Minimum Size

0.5 x

x

x

x x

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SIGNATURE VARIATIONS

Primary + Preferred

One Color, Black

Secondary

The Feeding Texas logo is available in color and black and white versions. Whenever possible, the two-color orange and green version should be used. Secondary uses are also shown below.

Full color positive is the preferred usage of the logo and should be used whenever printing allows for full color. This version of the logo should be placed on either a white or light background.

One Color, WhiteFull-Color Positive

The black version of the logo should only appear on materials that are black and white or single color.

The white version of the logo should only appear on materials that are black and white OR single color where the logo appears on a dark background.

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CO-BRANDING LOGO USAGE

For national assets, only the Feeding Texas logo is needed.

For local food banks and corporate partner assets, Feeding Texas preferred logo should be used as a lock-up next to the corporate or member food bank logo.

Lock-Up Usage

Local Food Bank Partnership Example

Corporate Partner Lock-Up

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WHEAT STALK

The wheat stalk is Feeding Texas’ symbol for hunger relief. It is one of our key visual assets to generate awareness for the issues of hunger, representing Feeding Texas, our network of member food banks, and our continuing mission to end hunger in Texas.

The symbol is composed of a vertical stalk on the bottom, and nine kernels above. There should always be exactly nine kernels in the wheat stalk. Its orange color signifies hunger and the Feeding Texas brand.

Note the wheat symbol has a shorter stalk than the wheat from the Feeding Texas logo, which creates a more iconic and easy-to-implement mark.

The Symbol of Hunger Relief

Kernels

Stalk

Stalk Only

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TYPOGRAPHY

Primary Typography

Secondary Typography

The primary typeface for Feeding Texas is Gotham. the font has a friendly, open feel that is legible at small sizes. For accent font, see secondary font below. In MS Word, use Arial as a substitute.

Gotham Book

ABCDEFGHIJKLMNOPQURSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

The secondary typeface for Feeding Texas is Miller Italic. This font compliments Gotham with it’s serifs that add motion and contrasting visual interest.

In MS Word, use Times New Roman Italic as a substitute.

Gotham Bold


Miller Italic


Miller Bold Italic


Gotham Medium


Miller Semi-Bold Italic


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COLOR PALETTE

Primary ColorsOrange is the color of hunger. Green signifies growth.

Secondary ColorsSecondary colors serve to support and highlight our primary colors in design systems and typography.

Color EmphasisEach color should be emphasized differently and colors should not all be used at one time.

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EXTENDED COLOR PALETTE

CMYK: 7/57/100/0RGB: 230/123/37HEX: E68324

CMYK: 73/43/97/38RGB: 61/87/42HEX: 3D572A

CMYK: 85/13/96/2RGB: 0/154/76HEX: 009A4C

CMYK: 6/13/83/0RGB: 242/211/74HEX: F2D249

CMYK: 7/27/96/0RGB: 236/185/39HEX: ECB926

CMYK: 76/5/36/0RGB: 0/177/175HEX: 00B1AE

CMYK: 89/36/58/17RGB: 0/112/106HEX: 00706A

CMYK: 71/64/66/69RGB: 38/39/36HEX: 262624

CMYK: 66/58/58/38RGB: 76/76/75HEX: 4B4C4B

CMYK: 239/237/234RGB: 5/4/5/0HEX: EEECEA

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BRAND IMAGERY

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IMAGERY + PHOTOGRAPHY USAGE GUIDELINES Imagery plays a powerful role in expressing the Feeding Texas brand.

Our goal is capturing arresting images that stand out in the cluttered environment: inspiring empathy and preserving the dignity of the Texans sharing their story and portrait.

When choosing photographs, use candid, realistic pictures instead of over-stylized or posed photos.

Photos found in the Feeding Texas Media Library or on HungerNet should fit the below guidelines.

Photography UsagePhotography including people served by Feeding Texas, Feeding America, or any network food banks expires after three years, in accordance with the StoryBank Texas and Better Business Bureau’s ethical standards.

For expiration dates, photos, or other types of photo content, please be sure to use the most recent images from StoryBankTexas.org or check with a member of the Communications Team for guidance.

When Using Photos With StoriesPhotos always match the story being used. We prefer to feature actual people we serve, volunteers, supporters, and staff of the Feeding Texas network when telling individual stories.

For Third Parties Using Feeding Texas PhotosThird parties (Corporate Partners, Media, etc.) should include the following caption under photos owned by Feeding Texas: “Photo courtesy of Feeding Texas.”

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EVERYDAY TEXANS

• Convey a range of emotions to mirror the complexity of their stories. Emotions should include both positive, hopeful imagery, as well as more somber, pensive expressions to illustrate individuals’ personalities and their unique experience of hunger.

• To cultivate an emotional connection with the viewer, documentary-style photographs are encouraged. Images should showcase individuals in an honest and authentic way.

• Both portraits and lifestyle or action imagery are acceptable. For example, images of people cooking, picking up food from a pantry, laughing with their family, etc.

• When possible, seek photos with eye contact to create connection and empathy.

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PRODUCE + FOOD

• When using images of food, show colorful, fresh-looking food and produce as opposed to shelf-stable options.

• Showcase volunteers or staff working with food to package, sort, and prepare it for distribution. • Refrain from showing images of old, unappetizing, or overly unhealthy and processed foods.

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LANGUAGE, FACTS + ETHICS

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FEEDING TEXAS BOILERPLATE

Feeding Texas leads a unified effort for a hunger-free Texas. Through a network of 21 food banks and over 3,000 food pantries and meal programs, we provide meals to more than 4 million Texans each year.

Feeding Texas supports programs that improve food security across the state, educates the public about the problem of hunger, and advocates for legislation that protects Texans from experiencing hunger.

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HOW TO TALK ABOUT HUNGER IN TEXAS

Hunger and its variants are preferred to food insecurity because food insecurity is not a commonly used term by the general public. Some phrases to consider in place of food insecurity include:

+ Experience hunger + Facing hunger+ At risk of hunger

Example: More than 4 million Texans are hungry or at risk of hunger each year.

Hungry and Hunger can be used in general terms such as:

+ No one should have to go hungry+ Many Texans experience hunger, homelessness and unemployment.

Food InsecurityThe term food insecurity should primarily be used for academic audiences. It is defined as “having inadequate resources to acquire enough food for a healthy, active life.”

Food insecurity is a state of being, therefore, people do not “face food insecurity.”

It is not accurate to say that the total food insecure population “face hunger every day,” or “goes to bed hungry every night.” It is, however, accurate to say “XX million people in Texas are hungry or at risk of hunger each year,” or “Millions of people face hunger every year.”

Hunger

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HOW TO TALK ABOUT THE NETWORKFeeding Texas consists of a regional office in Austin, Texas, a network of 21 food banks, and over 3,000 food pantries and meal programs.

In order to uphold our contractual agreement with network food banks, specific language when referencing the work that we do as a network is required.

Avoid language that implies that Feeding Texas owns or operates the network. CORRECT: “XX Food Bank, a member of the Feeding Texas network...”INCORRECT: “Feeding Texas’s network...”

Providing Meals and Feeding PeopleThe Feeding Texas network provides meals or feeds people, while Feeding Texas helps provide or helps feed. When referring to the way Feeding Texas serves people, including the term helps as in “helps feed,” “helps provide,” or “helps distribute food.”

When possible, copy should explain that Feeding Texas is a statewide network of food banks. Other ways of describing the statewide scale of the network are also acceptable. For example, “Feeding Texas is a network of food banks across Texas.”

Mention of a specific food bank should be followed with, “a member of the Feeding Texas network.”

Food Pantries and Meal Programs vs. Agencies

The term agency is not well known among the public, therefore, the phrase food pantries and meal programs is another way to refer to agency partners. Other terms to describe these programs are also acceptable.

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HOW TO TALK ABOUT PEOPLE WE SERVE

People We Serve, Community Members vs. ClientsPlease use people we serve or community members when referring to the people served by the Feeding Texas network. We prefer not to use the term clients, as it is not a common term used by the public.

The Poor or Poor People

We prefer that the term the poor not be used. Instead, use low-income, living in poverty, experiencing poverty or another descriptor.

People Experiencing Hunger vs. Hungry People / Needy People We prefer not to use hungry or needy as an adjective to describe a person experiencing hunger. These descriptors carry a negative connotation of a constant condition of need.

Benefit Recipient vs. Participant

When writing about a specific food bank social service program, use the term participate in as opposed to receive benefits from or use.

For example, a community member participates in a food bank’s nutrition education program and the SNAP food assistance program.

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FREQUENTLY USED FACTS

Texas Food Insecurity + Hunger

Stat Source/ Frequency Updated Last Updated

4,217,470 Texans live in households experiencing hunger.

Feeding America’s Map the Meal Gap, annual 2019

1 in 7 Texans live in households experiencing hunger.


1,658,680 Texan children live in households experiencing hunger.


1 in 4, or 20% of children in Texas live in households experiencing hunger.


11% of households with seniors in Texas face food insecurity.

State of Senior Hunger, analysis of CPS data 2019

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ETHICAL LANGUAGE GUIDE

Preferred Language + Story TellingFor a complete list of perferred language and terms usage, please see the Ethical Language Style Guide or email our Community Voices Program Manager, Jen O’Neal, at [email protected]

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