BRAND AND IDENTITY
INTRODUCTION AEROPONICS OBJECTIVES OUTREACH
LOGO OVERVIEW USAGE
TYPOGRAPHY GRAPHICS OUTREACH
REAP SYSTEM SYSTEM GRAPHICS USAGE NUTRIENT SOLUTION
AEROPONICS True Harvest is converting traditional agriculture into aeroponics, the process of growing plants in air and mist environments without the use of soil.
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
the exposed roots at timed intervals. D. The unused solu-
tion falls back to the reservoir to be pumped through again.
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.
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 worldâ€™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.
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
45â€“75% GREATER CROP YIELD
40% LONGER SHELF LIFE
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.
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.
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.
PEOPLE DO NOT HAVE ENOUGH TO EAT
LIVE IN DEVELOPING COUNTRIES
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
molybdenum manganese boron copper cobalt chlorine
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.
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.
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 Harvestâ€™s other identified brand colors.
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.
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.
PMS 2756 PMS 361 CMYK 100 94 0 29 CMYK 60 0 100 0 RGB 28 38 116 RGB 84 185 72
PMS 3262 CMYK 71 0 33 0 RGB 34 188 185
PMS 3375 CMYK 35 0 25 0 RGB 165 217 201
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
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.
ABCDEFGHIJ KLMNOPQRSTUVWXY Z abcdefghi jkl mnopqrstuvwxyz Light
abcdef... abcdef... TRADE GOTHIC
ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuvwxyz
BRANDING: COLOR, TYPOGRAPHY
Bold No. 2
GRAPHICS True Harvestâ€™s graphics are styled with playful, thick, bold lines and rounded terminals to personify winding stems, full plants, and the joy of delicious food.
The logomark adopts a number of modifications to label the characteristics of aeroponic gardening.
OUTREACH LOGO True Harvestâ€™s logo has been modified to give a unique identity to its outreach program.
BRANDING: OUTREACH LOGO
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.
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
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.
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
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.
REAP SYSTEM: NUTRIENT SOLUTION
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 email@example.com.
Published on May 5, 2015
The brand guide for True Harvest, an aeroponic certification system, and a graphic design project created during the spring of 2015.