INTRODUCTION
The purpose of this standards and guidelines document is to ensure that The Downtown Farm Stand’s visual identity is kept consistent and of high standards. Thoughtful consideration has gone into how each of the different elements work together to create a harmonious and consistent look for the business. It is important that the details outlined throughout this manual are followed as closely as possible.
COMPONENTS............................................................................................................4 Logomark...........................................................................................................5 Logomark Clearspace.........................................................................................6 Signature..........................................................................................................7 Signature Clearspace..........................................................................................8 LOCKUPS.......................................................................................................... 9 Preferred Lockup................................................................................................9 Preferred Lockup Clearspace..........................................................................10 Alternative Lockup..............................................................................................11 Alternative Lockup Clearspace........................................................................12 SECONDARY IDENTITY................................................................................................13 Secondary Wordmarks.......................................................................................13 Secondary Wordmarks Clearspace..................................................................14 TYPOGRAPHY.............................................................................................................15 COLORS.......................................................................................................................16 INCORRECT USAGE.....................................................................................................17 IDENTITY FILES INDEX.........................................................................................18–19
TABLE OF CONTENTS
COMPONENTS
The Downtown Farm Stand visual identity system consists of a logomark and signature.
The logomark and the signature can be used independent from each other, although it is preferred to use them within a lockup. See pages 5–6 for more information on the logomark and signature.
Together these are used in different configurations referred to as lockups. For more information on the different lockups, see pages 7–10.
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LOGOMARK SIGNATURE
LOGOMARK
The logomark may be used independent from the signature in contexts where it is appropriate.
It may also be used for applications where it can be sized 0.75 inches or larger to ensure that all information is still visible. Do not make the logomark smaller than 0.75 inches.
The logomark can be produced in the primary color palette or in the neutral color palette. For more specifics on color, see page 14.
The logomark can also be used with the signature within different lockups. See pages 7–10 to see the different options and for more information such as sizing and uses.
min.
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0.75”
LOGOMARK CLEARSPACE
To ensure that the integrity of the logomark stays intact, clearspace must be used. This helps to keep enough space around the logomark so it doesn’t become crowded and lost. This diagram shows the space that should be left around the logomark.
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X X X
SIGNATURE
The signature may be used independent from the logomark in contexts where it is appropriate.
It may also be used for applications where it can be sized 0.75 inches or larger to ensure that all information is still visible. Do not make the signature smaller than 0.75 inches.
The signature can be produced in the primary color palette or in the neutral color palette. For more specifics on color, see page 14.
The signature should never be typeset differently than the provided files. This is to ensure that proportions and sizing stay consistent within different applications and uses.
The signature can also be used with the logomark within different lockups. See pages 7–10 to see the different options and for more information such as sizing and uses.
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min. 0.75”
SIGNATURE CLEARSPACE
To ensure that the integrity of the signature stays intact, clearspace must be used. This helps to keep enough space around the signature so it doesn’t become crowded and lost. This diagram shows the space that should be left around the signature.
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X X X X X X X X X
PREFERRED LOCKUP
The combination of the logomark and signature used together is referred to as a lockup.
The preferred lockup is of horizontal configuration and should be used whenever it can be. This is to build brand recognition and ensure consistency in the identity.
It may also be used for applications where it can be sized 1 inch or larger to ensure that all information is still visible. Do not make the preferred lockup smaller than 1 inch.
The files provided for the preferred lockup should always be used to ensure that proportions and typesettings stay consistent throughout different uses.
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1”
min.
PREFERRED LOCKUP CLEARSPACE
To ensure that the integrity of the lockup stays intact, clearspace must be used. This helps to keep enough space around the lockup so it doesn’t become crowded and lost. This diagram shows the space that should be left around the lockup.
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X X X
ALTERNATIVE LOCKUP
The alternative lockup is of vertical configuration and should be used whenever the preferred lockup cannot be used, such as cases where the preferred lockup conflicts with other information or does not fit in the space appropriately.
It may also be used for applications where it can be sized 1 inch or larger to ensure that all information is still visible. Do not make the alternative lockup smaller than 1 inch.
The files provided for the alternative lockup should always be used to ensure that proportions and typesettings stay consistent throughout different uses.
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1”
min.
ALTERNATIVE LOCKUP CLEARSPACE
To ensure that the integrity of the lockup stays intact, clearspace must be used. This helps to keep enough space around the lockup so it doesn’t become crowded and lost. This diagram shows the space that should be left around the lockup.
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X X X
SECONDARY WORDMARKS
The secondary wordmarks are for the purposes of representing the other departments that The Downtown Farm Stand operates aside from their first floor restaurant and grocery section. While the secondary wordmarks can be used with the preferred and alternative lockups, it’s recommended that they either be used independently or with the logomark. This is to ensure that the identity doesn’t become visually cluttered.
It may also be used for applications where it can be sized 0.75 inches or larger to ensure that all information is still visible. Do not make the secondary wordmarks smaller than 0.75 inches.
The secondary wordmarks can be produced in the primary color palette or in the neutral color palette. For more specifics on color, see page 14.
The secondary wordmarks should never be typeset differently than the provided files. This is to ensure that proportions and sizing stay consistent within different applications.
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min. 0.75”
min. 0.75”
SECONDARY WORDMARKS CLEARSPACE
To ensure that the integrity of the wordmarks stay intact, clearspace must be used. This helps to keep enough space around the wordmarks so it doesn’t become crowded and lost. This diagram shows the space that should be left around the wordmarks.
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X X X X X X X X X X X X
TYPOGRAPHY
The Downtown Farm Stand signature uses two different fonts: Staatliches and HWT Artz. Both of these fonts should only be used within the signature and only in uppercase letters. Neither should be used as body copy.
The signature should never be typeset differently than the provided files. This is to ensure that proportions and sizing stay consistent within different applications and uses.
Staatliches is designed by Brian LaRossa and Erica Carras. It is free for commercial use and can be found at fonts.google.com/specimen/Staatliches.
HWT Artz is designed by Erik Spiekermann. It can be purchased for commercial use at p22.com/family-Artz.
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STAATLICHES A b c d e f g h i j k l m n o p q r s t u v w x y z HWT ARTZ a b c d e f g h i j k l m n o p q r s t u v w x y z
COLOR PALETTE
The primary color palette should always be used for The Downtown Farm Stand identity system. If it is not possible to use the primary color palette or if it doesn’t work within the application, the neutral color palette should be used.
The secondary color palette should be used in tandem with the primary color palette to complement it but should not be used for the identity system. It is up to the discretion of the user to determine which colors to use together.
The neutral color palette can be used with the primary and secondary color palette. It can also be used for the identity system if the primary color palette is not applicable.
The CMYK, RGB, and Hex values should be used in the appropriate contexts. CMYK should be used for any print materials, while RGB and Hex should be used for online purposes.
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CMYK RGB HEX 39/0/55/14 141/185/130 #8DB982 CMYK RGB HEX 0/52/75/0 247/145/81 #F79151
CMYK RGB HEX 53/62/29/60 68/53/72 #443548 CMYK RGB HEX 64/38/26/1 102/137/161 #6689A1
PRIMARY COLOR PALETTE
CMYK RGB HEX 0/0/0/7 237/237/238 #EDEDEE CMYK RGB HEX 0/0/0/55 138/140/142 #8A8C8E CMYK RGB HEX 0/0/0/95 51/49/50 #333132
SECONDARY COLOR PALETTE
NEUTRAL COLOR PALETTE
INCORRECT USAGE
It is important that The Downtown Farm Stand identity system is used correctly so that it keeps it’s integrity and consistency. Here are some examples of mistakes to avoid:
Do not stretch or squash the identity design.
Do not tilt the identity design.
Do not change any of the proportions in the identity design or lockups.
Do not outline the identity design.
Do not change any of the typesettings of the identity design or lockups.
Do not add any extreme effects to the identity system.
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1. 2.
3. 4.
1 3 5 2 4 6
5. 6.
IDENTITY FILES INDEX
These Downtown Farm Stand identity files can be found on pages 16–18:
DFS Preferred Lockup
DFS Alternative Lockup
DFS Logomark
DFS Signature
DFS Deli Wordmark
DFS Second Story Wordmark
The files are all provided in PDF, AI, JPG, and PNG formats both in color and in black and white. The PDF and AI files are intended for any print materials, while the JPG and PNG files are intended for any online use.
DFS_Preferred_Lockup_Color.ai
DFS_Preferred_Lockup_Color.pdf
DFS_Preferred_Lockup_Color.jpg
DFS_Preferred_Lockup_Color.png
DFS_Preferred_Lockup_B&W.ai
DFS_Preferred_Lockup_B&W.pdf
DFS_Preferred_Lockup_B&W.jpg
DFS_Preferred_Lockup_B&W.png
DFS_Alternative_Lockup_Color.ai
DFS_Alternative_Lockup_Color.pdf
DFS_Alternative_Lockup_Color.jpg
DFS_Alternative_Lockup_Color.png
DFS_Alternative_Lockup_B&W.ai
DFS_Alternative_Lockup_B&W.pdf
DFS_Alternative_Lockup_B&W.jpg
DFS_Alternative_Lockup_B&W.png
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• • • • • •
DFS_Logomark_Color.ai
DFS_Logomark_Color.pdf
DFS_Logomark_Color.jpg
DFS_Logomark_Color.png
DFS_Logomark_B&W.ai
DFS_Logomark_B&W.pdf
DFS_Logomark_B&W.jpg
DFS_Logomark_B&W.png
DFS_Signature_Color.ai
DFS_Signature_Color.pdf
DFS_Signature_Color.jpg
DFS_Signature_Color.png
DFS_Signature_B&W.ai
DFS_Signature_B&W.pdf
DFS_Signature_B&W.jpg
DFS_Signature_B&W.png
DFS_Deli_Wordmark_Color.ai
DFS_Deli_Wordmark_Color.pdf
DFS_Deli_Wordmark_Color.jpg
DFS_Deli_Wordmark_Color.png
DFS_Deli_Wordmark_B&W.ai
DFS_Deli_Wordmark_B&W.pdf
DFS_Deli_Wordmark_B&W.jpg
DFS_Deli_Wordmark_B&W.png
DFS_SS_Wordmark_Color.ai
DFS_SS_Wordmark_Color.pdf
DFS_SS_Wordmark_Color.jpg
DFS_SS_Wordmark_Color.png
DFS_SS_Wordmark_B&W.ai
DFS_SS_Wordmark_B&W.pdf
DFS_SS_Wordmark_B&W.jpg
DFS_SS_Wordmark_B&W.png
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