the food literacy project - aaf-louisvilleaaflouisville.org/...literacy-project-branding-01.pdf ·...

THE FOOD LITERACY PROJECT VISUAL IDENTITY

1 foodliteracyproject.org


THE FLP PERSONALITY

EMPOWERMENT

As powerful agents of change, children can empower not only each other, but also their parents, to live a healthier lifestyle by understanding where their food comes from and how it ends up on their tables.

VISIONARY

Our vision is to create brighter and healthier future generations, leading the charge toward the culling of society’s reliance on processed foods and reviving humanity’s passion and awareness for what the word “food” really means.

CULTIVATING

To cultivate is to prepare, be it a field or the mind. We exist in order to do both of these simultaneously, giving individuals in the greater Louisville area a secure foundation to build upon with regards to the food they consume and how it affects their overall health.


FLP BRAND PERSONALITY 2

OUR BRAND STORY 3

LOGO 4

Our Logo 5 Color Variation 6Background Control 7Clear Space & Sizing 8Logo Misuse 9Other Logo Ideas 10

COLOR 11

Color Palette 12Color Specifications 13Color Misuse 14

TYPOGRAPHY 15

Typography: Print 16Typography: Onscreen 17Hierarchy 18Typography Misuse 19

GRAPHICS 20

Informational Icons 21

PHOTOGRAPHY 22

Image Handling 23Photography Misuse 24

SAMPLE APPLICATIONS 25

Business Card 26Letterhead 27Print Ad 28Web Ad 29Recipe Card 30


OUR BRAND STORYIt may be human to err, but it should be doubly so to find a solution. The Food Literacy Project is just that: the oasis for so many individuals, young and old, plagued by the drought of a food desert and the lack of knowledge that accompanies one. Our mission is to inspire new generations to build healthy relationships with food, farming, and the land and our hope is that they carry this with them and continue to pass this on, not just to future generations, but also to previous ones who may have gone astray and need a reminder of the power of good food.




01 LOGOIn most cases, the logo is the first thing that comes to mind when most individuals think of a brand. This is why it was of utmost importance to get it right from the start so that from day one, our organization hit the ground running with regards to getting into our audience’s heads and giving them the best chance to remember us.


OUR LOGOAs a small farm in a big city, it was important to us that our logo say this, so we chose to feature a barn and silo as if it were a part of the Louisville skyline. In order to drive this concept home further, we chose to have a field in the foreground to communicate what we do and to connote the warm, down home feeling that accompanies it.

THE FOOD LITERACY PROJECT VISUAL IDENTITY | LOGO


COLOR VARIATIONSWe’ve set up our logo to be fairly versatile when it comes to the application of color, so we wanted to make sure that there was a clear understanding of what colors can be used and how to use them to ensure the best possible aesthetic outcome.


FULL COLOR POSITIVE LOGOS

REVERSE LOGOS


BACKGROUND CONTROLIt can often happen that a logo can get lost in the fray due to distracting or contrasting elements behind it, so this is just a few examples on how not to display the logo with regards to the elements behind it.


PROPER USAGE OF BLACK LOGO (Primary)

PROPER USAGE OF FULL COLOR

PROPER USAGE OF REVERSE



CLEAR SIZE & SPACINGAs is with background control, a logo can become ineffective if other design elements come too close in proximity. We’ve created a guide, with measurements, so that nothing ever gets too close to the logo, ensuring that it shines in all it’s glory in everything it touches.

Print Applications: .75”

Print (Textless): .5” Web (Textless): 40 px

1/4 of logo size

CLEAR SPACE

MINIMUM WIDTH

Web Applications: 75 px


LOGO MISUSEThere are a lot of instances where treatment of a logo is more of a detriment to it’s design than a benefit. These are the most common and biggest culprits of logo misuse that should be avoided at all costs.


DO NOT use non-specified colors


OTHER LOGO IDEASIn an attempt to freshen up the brand, we’ve both spruced up your current logo and also gone ahead and created a few new logo design ideas for you to ponder, retaining some of the elements of your current logo in a new format. We felt that this rebranding campaign was the perfect window of opportunity to help your logo stand out to it’s fullest potential and so these are the ideas we’re presenting to you with that in mind.




02 COLORColors give a brand personality. They give it life. They communicate to the audience what kind of mood a brand is setting and what kind of emotion they’re trying to convey. We’ve outlined in this section the colors that we feel best represent our brand.


WATER

Use forAccentsList/Table highlightsCallouts

SUN

Use forAccentsSubheads

CLOUD

Use forSpace around graphics HeadlinesLogoBody Copy

FOLIAGE

Use forSpace around graphicsLogoHeadlinesFull bleeds

EARTH

Use forSpace around graphicsLogoFull bleedsAccent lines

CHLOROPHYLL

Use forSpace around graphicsHeadlinesAccentsList/Table highlightsCallouts

MINERAL

Use forSubheadsBody CopyList/Table text

COLOR PALETTEThe Food Literacy project is all about welcoming children into a warm and nurturing environment to teach them about the power of gardening and growing their own food. We felt that in order to communicate this, the palette should reflect these things by selecting warm hues of green, yellow, brown, grey, and teal, to represent different facets of the environment in which a garden is grown.

THE FOOD LITERACY PROJECT VISUAL IDENTITY | COLOR


COLOR SPECIFICATIONSWhen using color, be sure to use only those listed below. Remember that in order for the hues to remain consistent across all platforms, it is required that for different applications, different values or references are used depending on the application.

COLOR CMYK RGB COATED UNCOATED

Foliage 23/0/100/38 138/150/24 Pantone 7496 C Pantone 7496 U

Mineral 58/54/54/60 62/59/57 Pantone Black 7 C Pantone Black 7 U

Water 61/0/36/8 83/181/168 Pantone 7472 C Pantone 7472 U

Sun 0/18/100/0 255/207/1 Pantone 109 C Pantone 109 U

Earth 0/57/100/60 124/66/0 Pantone 1545 C Pantone 1545 U

Chlorophyll 23/0/100/0 208/221/40 Pantone 381 C Pantone 381 U

Cloud 0/0/0/0 0/0/0 Not Applicable Not Applicable



COLOR MISUSEThis page outlines what not to do with regards to our color palette.

DO NOT use colors outside the palette.

DO NOT use highlights within a color fi eld

DO NOT tint colors in the palette.

DO NOT overuse the accent colors.

DO NOT use clashing colors

i am a sentence?

DO NOT apply fi lters/effects to the colors

DO NOT use gradients




03 TYPOGRAPHYLike color, typography is an important part of not only setting a tone to illustrate who we are, but also continuity among our brand. In this section, we’ve outlined the typefaces to use and how to treat them in order to achieve this.


TYPEFACES: PRINTA font like Quando, a serif with curves, acts as a modern twist on a classic style, lending a friendliness to the The Food Literacy Project brand and reinforcing the warm color palette. Avenir, a crisp and straightforward sans-serif to compliment the organic charm of Quando, connotes the freshness that we want to implement in the community.

THE FOOD LITERACY PROJECT VISUAL IDENTITY | TYPOGRAPHY

HEADLINE TYPE

QUANDO REGULAR - Primary Headline Print Typeface

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

BODY TYPE

AVENIR BOOK - Primary Body Print Typeface ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

AVENIR BOOK OBLIQUE - Primary Body Print Italics Typeface ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

AVENIR BLACK - Primary Body Print Bold Typeface ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789


TYPEFACES: ONSCREENSome typefaces aren’t universal with regard to availability and application across different mediums, but fortunately, some are. In the instances that our chosen print typefaces fall into the former situation, we’ve outlined substitutes that can be used.


HEADLINE TYPE

PALATINO - First Alternate Font for Online Headline Usage


TIMES - Last Alternate Font for Online Headline Usage


BODY TYPE

CALIBRI - First Alternate Font for Online Body Usage


ARIAL - Last Alternate Font for Online Body Usage




HIERARCHYWhen setting type, it’s important to establish a hierarchy in order to remain consistent and allow the reader to accurately navigate text elements. For headlines and subheads, Quando set in all caps is the font of choice. For body copy and callouts, Avenir Book is the go-to font. Both of these look best in specific colors from the palette, depending on the background used. The graphics to the right can be used for reference.

MAIN HEADLINEMAIN SUBHEAD SUBHEAD 2SUBHEAD 3Body

CALLOUTS

MAIN HEADLINEMAIN SUBHEAD SUBHEAD 2SUBHEAD 3Body

CALLOUTS

REVERSED OUT HEADLINES | SUBHEADS


TYPOGRAPHY MISUSEThis is a list of treatments not to pursue when it comes to the type. They should be avoided at all costs.


Subhead Not All CapsDO NOT alter all caps case for subheads

Headline Not All CapsDO NOT alter all caps case for headlines

GLOW EFFECTSGLOW EFFECTSGLOW EFFECTSDO NOT apply glow effects

DROP SHADOWSDO NOT apply drop shadows

OUTLINED TEXTDO NOT apply outlines to text

Inum enis rest, autentis dolorrum rerestrum, sin prae parumqu aeperibea cus

nonsequundae corera ditem sandebite

Inum enis rest, autentis dolorrum rerestrum, sin prae parumqu aeperibea cus

nonsequundae corera ditem sandebite

DO NOT center or right align text

DO NOT use accent colors for headlines

HEADLINE

HEADLINEDO NOT use colors outside the pallette

Inum enis rest, autentis dolorrum rerestrum, sin prae parumqu aeperibea cus nonsequundae corera ditem sandebiteDO NOT use multiple colors in the copy

Inum enis rest, autentis dolorrum rerestrum, sin prae parumqu aeperibea cus nonsequundae corera ditem sandebiteDO NOT use unassigned copy colors

Inum enis rest, autentis dolorrum rerestrum, sin prae parumqu aeperibea cus nonsequundae corera ditem sandebiteDO NOT use headline colors in copy

Inum enis rest, autentis dolorrum rerestrum, sin prae parumqu aeperibea cus nonsequundae corera ditem sandebite

DO NOT underline text



04 GRAPHICSTo really hit home and elaborate upon the warmer approach of our brand, we decided to employ some supplemental graphics to add as flare where necessary.


INFORMATIONAL ICONSThe supporting graphics we chose to use are flat, silhouette icons that are representative of the work that we do and can be seen off to the right.

THE FOOD LITERACY PROJECT VISUAL IDENTITY | GRAPHICS



05 PHOTOGRAPHYPhotography is one of the most important pieces of our brands puzzle as it is literally a glimpse into the day to day life within. Our goal is to capture and display as much of the special moments on our farm that we can to provide an intimate experience across all of the mediums we use.


IMAGE HANDLINGIn order to give the graphical elements of our brand more personality, we decided that images would be rounded in the corners, or circular, as we felt this was more friendly than the more abrupt, harsh corners of a normal square photo.

THE FOOD LITERACY PROJECT VISUAL IDENTITY | PHOTOGRAPHY

PRIMARY IMAGES - Curved edges

SECONDARY IMAGES - Circular frames


PHOTOGRAPHY MISUSEThese are all of the ways not to treat the photography used within our design.

THE FOOD LITERACY PROJECT VISUAL IDENTITY | PHOTOGRAPHY

DO NOT use blurry images

DO NOT use awkward closeups

DO NOT use blown out images

DO NOT frame the images in ways that cuts off the whole story



06 SAMPLESIn order to better understand the application of our style guide, we’ve featured samples of work showing the synergy that the different elements create to help our brand stand out and shine.


BUSINESS CARD

THE FOOD LITERACY PROJECT VISUAL IDENTITY | SAMPLES


LETTERHEAD



PRINT AD



WEB AD



RECIPE CARD


the food literacy project - aaf-louisvilleaaflouisville.org/...literacy-project-branding-01.pdf ·...

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