whole foods market®

visual brandingguidelines

©2013, Whole Foods Market IP, L.P.

Proprietary and Confidential

The Logo

our name

Whole Foods Market® is our official trademarked name. Always refer to us as “Whole Foods Market” in any communication materials instead of “Whole Foods” or “WFM”. Although customers and even Team Members may refer to us as “Whole Foods” when speaking about us, always use the proper name in print. The first appearance of “Whole Foods Market” in any document must always be followed with the ®.

our logo

small-space logo

Below is a small-size version of our logo. This version has subtle variations that give it greater legibility at small sizes (the main differences are enlarged letter forms in the word “Market” and a larger ®). However, because of these alterations, the small-size logo should NEVER be used at large sizes in place of the regular logo.

logo don’ts

The logo must be used in its proper proportions. It is not to be stretched, manipulated, etc. The logo must always be used in its entirety; the market “bubble” is never to be removed and no word other than “Market” can be used in the bubble.

Central Marketing

Central Marketing

Missing “bubble” Horizontal stretching

Vertical stretching

Outlining Substitutionsfor “bubble”

Logo in the wrong shaped box

Elements too closeto the logo

Pattern fill Drop shadow Applied filtersor effects

Non-reversed logo in a box

Logo in ashape

Stroke aroundthe logo box/circle

1" wide or less

This is our primary mark. There is also a small-space-only version of the logo (see usage rules below). All logos must carry the registration mark ®.

Use the small-space logo ONLY when it is less than 1 inch wide

approved logo colors

The Whole Foods Market logo should be shown only in these approved logo colors:

clear space

To give the logo breathing room and ensure legibility, there should always be a generous amount of space around the logo in layouts.

As a rule, the logo should always be surrounded by a minimum amount of clear space equal to the height of the stem of the “O” in Whole (represented by X). The amount of space above the stem is 5 X. For a logo in a box or circle, you should also leave a clear space around the logo equal to the height of the stem in “O”.

box/circle around the logo

The box is used primarily to separate the logo from the background. It is not considered to be a part of the registered logo mark. Therefore the box may be any solid color that integrates well into the layout. A colored box should only be used in conjunction with a reversed logo.

The box around the logo should be equal to the clear space used around the logo. The clear space is designed to give a balanced amount of space on all four sides of the logo. A circle around the logo is also acceptable, but be sure to use the exact proportions shown at right. Any Whole Foods Market Art Director can provide you with the artwork if needed.

PANTONE®

342BLACK WHITE PANTONE®

DS 261-1 U

C=100 M=0 Y=60 K=40

® placement

The “R” of the registration mark should appear in the space between the “S” in “Foods” and the right upper edge of the “Market” bubble. If the logo is reduced to a small size, the ® may require enlargement to ensure that it is always legible.

the leafy ‘o’

The “O” in the Whole Foods Market logo may be considered a distinct, independent, trademarked graphic element. It MUST be used in conjunction with the Whole Foods Market logo and should NEVER be used to represent Whole Foods Market on its own. It should be treated in the same manner as the Whole Foods Market logo when considering placement and colors. This mark must be accompanied with a trademark symbol ™. All uses of the “O” as a graphic element must be approved by Regional and/or National Marketing teams.

when to use our logo

The Whole Foods Market logo should be placed on every piece of communication that lives outside our stores. On in-store materials, the logo should be used wherever space permits.

uniforms

It is especially important to follow the guidelines for proper logo usage when creating Team Member uniforms (aprons, hats, etc.). The most personal and impactful interaction that we have with our customers is through our Team Members. They are the ambassadors of our brand, and the way the logo is represented on their uniforms has a huge impact on how customers will remember it. Therefore, in order to maintain the equity that we have in our brand image, it is important to display the logo properly on all official company apparel.

Uniforms should display the Whole Foods Market logo, and any verbiage must be set in our approved national typefaces (see “Our Official Fonts”).

copyright

In order to protect the creative content we produce, you must include a copyright statement on each original work of authorship you create for Whole Foods Market. This will ensure that no one can reproduce the work or produce works derivative of it without our consent. By placing the following statement on any work, it automati-cally becomes copyright-protected:

© (year) Whole Foods Market IP, L.P.

Any work created within the scope of your employment for Whole Foods Market will thereafter become the copy-righted property of the company for 100 years.

permission to use our logo

ALL non-Whole Foods Market entities MUST obtain permission to use our logo in ANY materials prior to using it. To obtain permission, contact the Global or Regional Marketing Team. All outside parties wishing to use our logo must complete and return the Authorization to Use Name/Materials/Logos found at theshed.wholefoodsmarket.com/design/. This rule applies to all outside parties (companies, non-profits, etc.) for any communications, internal or external, including websites, advertising, sell sheets, trade shows, etc. No exceptions.

whole foods market corporate domain guidelines

The Whole Foods Market website address should always be written in one of two ways, depending on where it will appear:

• wholefoodsmarket.com• wfm.com

(In copy, we do not include the “www”.)

wholefoodsmarket.comUse this domain when referencing our site anywhere online (web advertising, social media, blog, newsletter, etc.). Do NOT use it on print materials, or on any in-store digital displays. The one exception to this rule pertains to Whole Foods Market business cards, letterhead and other corporate identity materials. Though print-ed, these materials should feature “wholefoodsmarket.com.” wholefoodsmarket.com is the actual domain in which website content resides.

wfm.comWe do not refer to Whole Foods Market as WFM. However, we allow the use of wfm.com on PRINT AND IN-STORE DIGITAL MATERIALS ONLY for several reasons. First, it is shorter and therefore easier to recall for a customer who sees a communication in a store or anywhere when they are offline. Second, we use this URL to track which customers are led to our site via a piece of printed communication. By using wfm.com exclusively in printed communication (all in-store materials, signage, in-store digital displays and print advertising), we are able to track the effectiveness of these materials at driving customers to our website.

Because wfm.com features an abridged version of our name, it should be used in conjunction with a Whole Foods Market logo wherever possible. If it appears on any communications outside our store, it should ALWAYS feature our logo or full name, which follows our overarching rule for logo usage.

When directing customers to a wfm.com subdirectory on our site, it is acceptable to list the address with one slash and an additional word, as in “wfm.com/shop” or “wfm.com/wineclub.” We do not list addresses that are any longer than this to keep it simple and easier to recall.

There are some cases in which we may use a subdomain on printed materials instead of a subdirectory. For example, “shop.wfm.com” for e-commerce callouts or “help.wfm.com,” etc. Usage of these subdomains will be at the discretion of the Global Communications team.

MARK US CN UK

® ® ™

365 Everyday Value® ® ® ®

Adventures in Brewing™ ™ ™ ™

Academy for Conscious Leadership™

™ ™ ™

® ® ®

Allegro® Coffee ® ® ™

America’s Healthiest Grocery Store®/

Canada’s Healthiest Grocery Store™

® ™ ™

Be Good to Your Whole Body™ ™ ™ ™

Bread & Circus® ® ® ®

™ ™ ®

Dark Rye™ ™ ™ ®

™ ™ ™

Eco-Scale® ® ™ ®

® ™ ™

Engine 2® ® ™ ™

® ® ®

Fl@vors® / Fl@vours® ® ® ®

™ ™ ®

Fresh & Wild™ ™ ™ ®

Quick reference

when to use ® and ™

MARK US CN UK

® ® ™GlutenFree Bakehouse™ ™ ™ ™

(use ® only when referring to branded products, not program)

® ® ®

Green Mission® ® ® ®

® ™ ™

Harry’s Farmers Market® ® ™ ™

® ® ™

Health Starts Here® ® ® ™

® ® ®

Local Producer Loan Program™ ™ ™ ™

Merchant of Vino® ® ® ™

Plant-Strong® ® ™ ™

® ® ®

Premium Body Care™ ™ ™ ™

® ® ®

Responsibly Farmed

Share the Buzz® ® ™ ®

™ ™ ™

Team Member Music Project™ ™ ™ ™

MARK US CN UK

® ™ ®

Wellspring® Creamery ® ™ ®

® ® ®

Whole Baby® ® ® ®

® ® ®

Whole Body™ ™ ™ ™

® ® ®

Whole Catch® ® ® ®

™ ™ ™

Whole Cities Foundation™ ™ ™ ™

® ® ®

The Whole Deal® ® ® ®

® ® ®

Whole Foods Market® (use only when referring to the store, not products)

® ® ™

™ ™ ™

Whole Foods Market™ (use the ™ ONLY when referring to WFM-branded products, not the store)

™ ™ ™

Whole Foods Market® Bake Shop™ ™ ™ ™

The following chart outlines some of the commonly-used marks owned by Whole Foods Market® in the US, Canada and the UK. Many times we will use an ® in text, but the logo will receive a ™. This usually happens when we update a logo, meaning it has to be registered again, while the name remains unchanged and thus still registered. This is not a full listing of all our properties.

MARK US CN UK

™ ™ ™

Whole Journeys™ ™ ™ ™

® ™ ®

Whole Kids Foundation® ® ™ ®

® ™ ®

Whole Paws® ® ™ ®TAGLINE: Love is a four-legged word.®

® ™ ™

® ® ®

Whole Planet Foundation® ® ® ®

Whole Story® ® ® ®

® ® ®

Whole Trade® ® ® ®TAGLINE: Improving Lives with Every Purchase®

® ™ ™

Vector Logo, not preferred iteration.

Logo for Signage. Print on Genesis Rattan paper or paper which differentiates

Vine Buys from regular sign stock.

B&W

Primary Logo.

PMS 215 PMS 575 PMS 579

R 202G 147B 101

® ® ®

Vine Buys® ® ® ™None

Rev 6/14

OUR OFFICIAL FONTS

wfm scala sans spring & scala sans

Scala Sans can be used for large or small text including everything from body copy to banners. This family includes the following typefaces (not all are shown):

WFM Scala Sans Spring – CondensedAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890

WFM Scala Sans Spring – Condensed BoldAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890

WFM Scala Sans Spring – RegularAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1

WFM Scala Sans Spring – ItalicAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz12

WFM Scala Sans Spring – BoldAaBbCcDdeeFfggHhiiJjKkllMmNnOoPpQqRrSsttUuVvWwXxYyZz

WFM Scala Sans Spring – Bold ItalicAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

WFM Scala Sans Spring – BlackAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXx

WFM Scala Sans Spring – Black ItalicAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXx

WFM Scala Sans Spring SC – RegularAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxY

WFM Scala Sans Spring SC – ItalicAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxY

WFM Scala Sans Spring SC – BoldAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxY

WFM Scala Sans Spring SC – Bold ItalicAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxY

Scala Sans – Capitals BoldAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxY

Scala Sans – Bold CondensedAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz123456

Scala Sans – CondensedAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz123456

Scala Sans – BlackAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWw

WFM Scala Sans Spring is a typeface based on the original Scala Sans, but with variations that have been custom-created for Whole Foods Market’s exclusive use. Whenever possible, WFM Scala Sans should be used instead of the original Scala Sans face.

Any unauthorized distribution of WFM Scala Sans Spring is strictly prohibited. If you send it to a third party, please inform them that if the typeface is duplicated without our permission, they will be in violation of copyright laws.

winchester new itc

Scala Sans can be used for large or small text including everything from body copy to banners. This family includes the following typefaces (not all are shown):

Winchester New ITC – BookAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz123456789 0

Winchester New ITC – Book OSAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1234567890

Winchester New ITC – Book SCAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1

Winchester New ITC – Book ItalicAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz12

Winchester New ITC – Book Italic OSAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

Winchester New ITC – Book Italic SCAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

Winchester New ITC – BoldAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXx

Winchester New ITC – Bold OSAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvW-wXxYyZz1234567890

Winchester New ITC – Book SCAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvW-wXxYyZz1234567890

Winchester New ITC – Bold ItalicAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz1

Winchester New ITC – Bold Italic OSAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz12

Winchester New ITC – Bold Italic SCAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz12

molly

Molly is primarily for use on signage and chalkboards to create a handwritten, “farmer’s market” feel. Molly gives signage a handwritten touch with the legibility, neatness and predictability of a digital typeface.

MollyText WF – RegularAaBbCcDdEeFfGgHhIiJ jKkL lMmNnOoPpQqRrSsTtUuVvWwXx

MollyText WF – ItalicAaBbCcDdEeFfGgHhIiJ jKkL lMmNnOoPpQqRrSsTtUuVvWwXx

Molly – DisplayAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXx

Molly – Prices1234567890

• Molly should not be used in ads or other marketing materials unless approved by the Regional or National Mar-keting Team. It should be limited in size, and is not to be used on any piece larger than 11” x 17”.

• Do not adjust the tracking when using Molly.

“whole” fonts

In 2012, we comissioned seven new typefaces that are hand-drawn accent fonts. These fonts should be used very sparingly, at large sizes, for short display copy only. Keep an eye to legibility when using any of these fonts.

whole funky

whole messy

whole shady

whole sketchy

whole skinny

whole stripey

whole wiry

other fonts

In addition to our “offical” fonts, we use many others to accent our design work. These fonts are determined by Regional and Global design teams and should adhere to the overall look of our brand.

Though some of our brand guidelines never change, the

overall design of our branding is flexible. It’s important to

leave space for creativity and fresh thinking, and be able to

change and adapt to the environment.

The goal with this section is to set an overall tone and look for

our materials, but how to get there is not laid out in a rigid set

of guidelines. And when this look needs freshening up, we’ll

update it.

What follows should give you the feel of Whole Foods Market,

and should be used to guide and inspire design. The Whole

Foods Market look of the moment is characterized by three

key attributes: organic, fun and real.

our lookof the

moment

Our style celebrates imperfection, texture and the essence of

handmade. Our version of organic is all about natural materi-

als, texture (distressed/aged effects, roughness, screen print/

woodblock effects, grit, imperfection), hand-created elements

(illustrations, typefaces, chalkboards), food-inspired color

palettes and natural substrates.

This applies to store decor, too. Our stores feature lots of

natural materials, upcycled pieces and hand-crafted elements.

Non-permanent store decor should do the same. Get creative

and keep the essence of our brand at the heart of it. No party

store junk - keep it classy, creative and crafty.

organic

organic

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friday, aug. 2, 6–10pm

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* Many of these designs belong to other companies/designers, so do not copy what

you see (art OR copy) unless you see a Whole Foods Market logo on it.

This largely applies to copy, but is important for design, too.

In our work we should strive for: humor, whimsy, friendliness

and approachability. No patronizing, preaching or condescen-

scion.

We’re not hilarious, but we should be funny, cute and playful.

Our sense of humor is not: dark, edgy, sarcastic, “blue” or

mean-spirited.

fun

fun

tiny victory.

better sketti for your

little meatball

SAVE $50+ in coupons10 new recipes

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family meal ideas

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fun and easy ways to harvest a bounty of values while preserving your values

sept/oct 2013

top picks for enjoying autumn’s abundance of apples (p.2)

a super stack of organic whole wheat mini pancakes for $2.99 or less (p.19)

top picks for enjoying autumn’s abundance of apples

suredeal

Wild-caught salmon, only available for a few months a year

hand-selecting salmon

keith

looking for highest quality & freshness

anthony

hand-selecting salmon

anthony

Wild-caught salmon,

looking for highest quality & freshness

keith

your yolk is showing

don’t flip out

PaRmIgIaNo ReGgIaNoGoes grate with everything.

* Many of these designs belong

to other companies/designers,

so do not copy what you see (art

OR copy) unless you see a Whole

Foods Market logo on it.

Realistic styling in photos - inexpensive, care-worn props

combined with drippy, crumbly goodness. Imperfection is

perfection.

We don’t typically show “lifestyle” photos. We focus on food.

When we show people, it’s usually to highlight the people

behind our stores and products. These shots should feel

natural and showcase the person in their normal surround-

ings —not staged or overly styled. More of an editorial style.

real

real