Page 1


BRAND AND IDENTITY


6

INTRODUCTION AEROPONICS OBJECTIVES OUTREACH

18

LOGO OVERVIEW USAGE

22

BRANDING COLOR

TYPOGRAPHY GRAPHICS OUTREACH

4


30

REAP SYSTEM SYSTEM GRAPHICS USAGE NUTRIENT SOLUTION

36

CONCLUSION

5


AEROPONICS True Harvest is converting traditional agriculture into aeroponics, the process of growing plants in air and mist environments without the use of soil.

NATURAL.

NUTRITIOUS.

NONSTOP.

NEW.

HERE IS HOW IT WORKS: A. The reservoir stores the nutrient solution, a combination of water and minerals. B. The pump pushes the solution C

up through a hose. C. Spray nozzles mist

D

the exposed roots at timed intervals. D. The unused solu-

A

B

tion falls back to the reservoir to be pumped through again.

6

TRUE HARVEST


With a light weight, aeroponics allows growing systems to stack and extend.

Aeroponics is 100% organic and incredibly nutritious, yet allows three times as many plant growth cycles and results in crop yields 40 times higher than regular fields.

INTRODUCTION: AEROPONICS

7


HERE IS WHY WE NEED IT: Aeroponic gardening is essential to maintaining natural food production not only in generations to come, but in our lifetime. This impacts us NOW.

GLOBAL POPULATION GROWTH

The global population is expected to increase from 7 billion to 9 billion by 2050, with 85% of the population living in cities. This extreme population growth and urbanization results in deforestation and land that is suboptimal for growing crops. BILLION PEOPLE IN 2015

BILLION PEOPLE IN 2050

IN CITIES THE BLUE GOLD

Only 3% of the world’s water is fresh, and much is contaminated through poor agricultural irrigation techniques. In traditional agriculture, a large amount of water is also lost to the soil and sun.

FRESH WATER

8

TRUE HARVEST


POLLUTION

Transportation of food across countries increases carbon emissions, as well as decreases the nutritional value and taste of food. POOR FARMING

Shoddy agriculture and land use results in increased pests and diseases in crops, as well as increased use of pesticticides, fertilizers, and unnatural growing techniques that harm humans.

Not only does aeroponics resolve all of these issues, it offers numerous benefits for plants, providers, and consumers.

100% HIGHER ROOT OXYGENATION

98% LESS WATER THAN AGRICULTURE

80% GREATER BIOMASS

60% LESS FERTILIZER

45–75% GREATER CROP YIELD

40% LONGER SHELF LIFE

INTRODUCTION: AEROPONICS

9


Today’s farmer feeds about 155 PEOPLE ANNUALLY.


Aeroponics can produce 7 OUNCES OF FRESH FOOD A DAY FOR 100,000 PEOPLE in the space of 2 soccer fields.


OBJECTIVES True Harvest is transforming our methods of food production to provide organic, nourishing produce in our markets and restaurants, and to resolve food and water shortages worldwide. We endeavor: To CREATE sterile, pest-free, disease-free growing conditions for plants, absent the use of pesticides and chemical fertilizers. To lower food miles, producing and distributing food LOCALLY in order to increase lasting taste and shelf life and to decrease carbon emissions. To INFORM people of the dangers of population growth and poor agriculture pertaining to food production. To PRODUCE 100% organic, nutritious, fuller, delicious tasting food, in turn improving the quality of life of individuals. To REGENERATE land by reinventing growing structures, conserving water and allowing Earth to return to its natural, healthy state. To offer AFFORDABLE prices for food by producing large quantities for longer periods of time, still retaining quality. To ENABLE AND ASSIST impoverished countries to produce ample crops to revive and sustain their economies.

12

TRUE HARVEST


We want to encourage people to purchase aeroponically produced goods and products that include them. We aim to motivate agricultural providers and vendors to convert their production methods and buying resources to aeroponics.

INTRODUCTION: OBJECTIVES

13


OUTREACH

14

TRUE HARVEST


GLOBAL POVERTY: For most developing countries, agriculture is the main source of income. Unfortunately, competition for resources, advanced technology, climate, and population growth raise the demand for food, resulting in hunger and famine.

IN

PEOPLE DO NOT HAVE ENOUGH TO EAT

LIVE IN DEVELOPING COUNTRIES

ARE FARMERS

BILLION

PEOPLE LIVE ON $1.25 OR LESS

DEPEND ON AGRICULTURE FOR INCOME

BILLION OF WATER IS USED ON AGRICULTURE INTRODUCTION: OUTREACH

PEOPLE LACK ACCESS TO CLEAN WATER 15


HERE IS HOW WE CAN HELP: Aeroponic gardens require nutrient solutions. At set intervals, aeroponic systems mist the plant roots with a nutrient solution. Based on the growing stage, the solution includes varying levels of elements. FROM AIR

PRIMARY

SECONDARY

MICRO-

AND WATER

NUTRIENTS

NUTRIENTS

NUTRIENTS

carbon

nitrogen

calcium

iron

hydrogen

phosphorus

magnesium

zinc

oxygen

potassium

and sulfur

molybdenum manganese boron copper cobalt chlorine

16

TRUE HARVEST


For every REAP Nutrient Solution purchased, True Harvest will donate a portion of its sales towards employing aeroponic growing techniques in impoverished areas of the world.

INTRODUCTION: OUTREACH

17


LOGO

18

TRUE HARVEST


The True Harvest logo embodies the spirit of aeroponics by exhibiting its amazing ability to grow plants suspended in the air. WIth exposed roots and a small breeze, the logomark remains in a circle to exemplify a literal true harvest, a constant growing cycle of rich, nutritious plant production, and a pattern of regenerating the earth and reaching around the globe.

LOGO: OVERVIEW

19


USAGE The logomark always appears in a vertical alignment with its logotype and is scaled proportionally until the logomark reaches a three-quarter inch width. At a threequarter inch width, the breeze and root symbols are removed from the mark for readability. Below half an inch, the logomark appears as a circle absent the logotype.

The logomark primarily appears in dark blue, but it can also appear in any of True Harvest’s other identified brand colors.

20

TRUE HARVEST


Do not alter relationship between mark and type.

Do not scale disproportionately.

Do not rotate elements.

Do not use multiple colors in mark and type.

LOGO: USAGE

21


COLOR True Harvest’s colors speak for the growth and bloom of healthy plants. The main color is dark blue, a bold color that represents air and nature.

DARK BLUE

AQUA

LIGHT BLUE

PMS 2756 PMS 361 CMYK 100 94 0 29 CMYK 60 0 100 0 RGB 28 38 116 RGB 84 185 72

GREEN

PMS 3262 CMYK 71 0 33 0 RGB 34 188 185

PMS 3375 CMYK 35 0 25 0 RGB 165 217 201

ORANGE

YELLOW

VIOLET

RICH BLACK

PMS 1645 CMYK 0 49 66 0 RGB 247 151 98

PMS 386 CMYK 6 0 56 0 RGB 244 240 142

PMS 259 CMYK 100 CMYK 55 100 0 15 RGB 0 RGB 120 29 126

22

TRUE HARVEST


TYPOGRAPHY The primary typeface, Quicksand, was chosen for its round letterforms and terminals that match the graphic styling. It is used for headlines. The secondary typeface, Trade Gothic, used for body copy, was chosen for its height to symbolize growth.

QUICKSAND

Bold

ABCDEFGHIJ KLMNOPQRSTUVWXY Z abcdefghi jkl mnopqrstuvwxyz Light

Regular

ABCDEF

ABCDEF

abcdef... abcdef... TRADE GOTHIC

Regular

ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuvwxyz

BRANDING: COLOR, TYPOGRAPHY

Light

Bold No. 2

ABCDEF

ABCDEF

abcdef...

abcdef...

23


GRAPHICS True Harvest’s graphics are styled with playful, thick, bold lines and rounded terminals to personify winding stems, full plants, and the joy of delicious food.

24

TRUE HARVEST


The logomark adopts a number of modifications to label the characteristics of aeroponic gardening.

Cyclic

Root suspension

Nutritious

Growth

BRANDING: GRAPHICS

25

Water conservation


PATTERN


OUTREACH LOGO True Harvest’s logo has been modified to give a unique identity to its outreach program.

28

TRUE HARVEST


BRANDING: OUTREACH LOGO

29


REAP To create a community of aeroponic providers and consumers, True Harvest has initiated the Regenerate Earth through Aeroponics Program (REAP) system of certification. The REAP system recognizes businesses that grow or sell aeroponically produced goods or include them in their products. The certification helps consumers identify these businesses to promote sustainability, eat organically, and support local providers.

30

TRUE HARVEST


REAP breaks aeroponic produce growers and users into five categories.

True Harvest Providers include farms and gardens that employ their own aeroponic growing systems to cultivate crops. Their produce is sold to local vendors for sale in markets and for use in dining and commodities.

True Harvest Markets include outdoor and indoor markets, grocery stores, and bodegas that stock aeroponically grown produce.

REAP SYSTEM: SYSTEM, GRAPHICS

31


True Harvest Dining includes restaurants, cafĂŠs, delis, and food trucks that use aeroponically grown ingredients in their cuisines.

True Harvest Made includes brands that use aeroponically grown ingredients in their products.

32

TRUE HARVEST


True Harvest Home is an aeroponic system developed to produce small numbers of plants in the household. Easy to set up and to maintain, it helps homes grow their own healthy, organic, envrionmentally-friendly greens.

For each, the mark and the type may appear separately. Do not alter the relationship between the mark and type when used together. Do not alter the relationship of the images that make up the mark or of the parts of the type.

REAP SUSTEM: USAGE

33


NUTRIENT SOLUTION REAP nutrient solution branding follow a simple system of type combined with imagery. The type may appear without the icons, but the icons must be used with the type. Do not alter the relationships within the type and between the type and image.

34

TRUE HARVEST


REAP SYSTEM: NUTRIENT SOLUTION

35


CONCLUSION The True Harvest brand guidelines are designed to emphasize the qualities of aeroponics and invite people into the initiative. Please respect the brand, but take advantage of its flexibility to help True Harvest flourish. Please direct any questions to info@trueharvest.com.

36


True Harvest, Brand and Identity  

The brand guide for True Harvest, an aeroponic certification system, and a graphic design project created during the spring of 2015.