DIRECTORY OF COMPONENTS MINISTRY OF INTEGRITY // STYLE GUIDE + ACTION PLAN
INTRODUCTION
01
-02
HISTORY
03
-04
ACTION PLAN
05
-06
OUR MESSAGES
07
-14
M A I L E R / / F LY E R
15
-18
WEBSITE
19
-20
IPHONE APP
21
-22
T- S H I RT S
23
-26
LOGO
27
-30
COLOR CHOICE
31
-32
TYPOGRAPHY
33
-34 MINISTRY OF INTEGRITY STYLE GUIDE// PLAN OF ACTION
WA R NING This information belongs to the Ministry of Integrity. It is unlawful to sell it to any other persons or to permit anyone else to use it.
08134709102 YO U N OW H AV E ACC E S S TO O U R P L A N O F AC TI O N . U S E YO U R
I N FO R M ATI O N W I S E LY. D O N OT S H A R E T H I S W IT H T H O S E U N FIT O R A B U S E YO U R N E W FO U N D P R I V L E G E S A N D K N OW L E D G E .
C O D E F O R M N O. B - 131
MINISTRY OF INTEGRITY | STYLE GUIDE |
THE URBAN HYPE CAMPAIGN
01 WELCOME TO THE MINISTRY Chipotle was founded by Steve Ellis in Denver, Colorado, and is pioneer in changing the way people think about and eat fast food. Armed with a philosophy of Food With Integrity, Chipotle takes pride in sourcing the highest quality, nutritious ingredients from local and family farmers who are committed to sustainabiltiy raising antibiotic and hormone-free meats and organic vegetables. Food With Integrity has evolved from a behind-the-scenes sound and responsible sourcing philosophy to a critical par t of the Chipotle brand. Once the public is drawn in by this graphic poster campaign and how they think about fast food is challenged, they will get the signoff , or pay-off , and lear n about Chipotle’s philosophy F.W.I. Inside the restaurants there would be posters of a similar color palette but with brighter elements and explanations in a broad-sided style typography explaining the positive truths that are what make Chipotle different from other un-healthy competitors. This side of stor y will also be told through informational brochures, cups, basket lining, to-go-bags, gift cards, burrito bucks, and uniforms. To help tell Chipotle’s stor y we will use the facts and figures shown as info-graphics and a mapping style to show how Chipotle star ted and how they’ve become who they are today. The idea is to not only tell people what Chipotle is doing, but change how people think about fast food culture and also change industr y practices to be more healthy and sustainable.
02 MINISTRY OF INTEGRITY | STYLE GUIDE | INTRODUCTION
MINISTRY OF INTEGRITY | STYLE GUIDE |
THE URBAN HYPE CAMPAIGN
03 HISTORY OF THE MINISTRY Chipotle has had a break through in good food and good ser vice. It’s quality beats it’s competition no problem because they use organic food, and ethically treated animals. They also don’t foodwash their customers in to thinking they’re something that they’re not. However, because of food-washing people are no longer interested in hearing about the horror stories they’re ingesting on a daily basis. They don’t want to be preached to. The Ministr y Of Integrity was created by Chipotle to ser ve as an organization for committed and professional feedback on quality goods, organic/ free range farmers, and any opinions by members of the ministr y. The most impor tant par t of the Ministr y is that they are sponsored by Chipotle, but not completely controlled by Chipotle. This was the information can really find it’s way to the consumer and they can still make independent choices. The main way to access information from the Ministr y is through the web site which requires a secret code that’s only provided on a few applications The web site is where people can access the blog. The blog has four main sections, which are each of our featured on our initial posters. These lead to conversations and discussion topics. The point of the site and the blog is to make sure people feel like they are a special, and have something impor tant to say about food, no matter what it is.
04 MINISTRY OF INTEGRITY | STYLE GUIDE | HISTORY
MINISTRY OF INTEGRITY | STYLE GUIDE |
THE URBAN HYPE CAMPAIGN
Y O F IN T E G R IT Y R T IS IN M E H T IS T E R E D B Y IN M D A N IO T C A THE PLAN OF
POSTERS
SHOCK THE VIEWER WITH ENGAGING IMAGES
STREET FLYER INFORM VIEWER OF THE WEBSITE
WEB BASED
iPHONE APP
CREATE LEARNING ENVIRONMENT // GIVE VIEWER A CHANCE TO EARN REWARDS
GIVE A REVIEW WITH A PICTURE OF ANY LOCATION AND LET PEOPLE KNOW WHAT YOU THINK.
BLOG CREATE AN ENVIRONMENT THAT ENCOURAGES OPEN DIALOG ABOUT FOOD, AND THAT GIVES ALL MEMBERS ACCESS TO THE BEST PRODUCTS AND SERVICE AVAILABLE.
MINISTRY OF INTEGRITY | STYLE GUIDE |
THE URBAN HYPE CAMPAIGN
07 MINISTRY OF INTEGRITY | STYLE GUIDE | OUR MESSAGES
08 MAD BRUTE
Destroy This Mad Brute reflects the efforts to stop those in the fast food industry from using and producing food that is not responsibly grown; those animals that come from “factory farms� that are filled with million of pounds of antibiotics and confined to small spaces. This inhumane production of food is the brute we seek to end and it is our mission to recruit others to join us in this revolution to change the way we eat.
MINISTRY OF INTEGRITY | STYLE GUIDE |
THE URBAN HYPE CAMPAIGN
09 YOU’VE BEEN FED LIES People are often under the influence that once a company has attatched themselves to sustainability and organics the company is ethical as well. Often there is a toss up, if the company serves organic products they may not conduct ethical practices in regards to animals. Or the company that has free range animals may be using pesticides. Either way, a half truth and a white lie aren’t too far off from each other, especially when we’re talking about the food we put in to our bodies.
10 MINISTRY OF INTEGRITY | STYLE GUIDE | OUR MESSAGES
MINISTRY OF INTEGRITY | STYLE GUIDE |
THE URBAN HYPE CAMPAIGN
11 05 BITE THE HAND YOU’VE BEENYOU THAT FEEDS FED LIES People don’t realize how bad they have it because it’s rare to find a voice that will only speak the truth. The ministr y is that voice. The people of the world needs to take responsibilty for themselves and that means they need to stop depending on other restaurants to tell them what’s healthy,, and to figure it out for themselves. t
12 MINISTRY OF INTEGRITY | STYLE GUIDE | OUR MESSAGES
MINISTRY OF INTEGRITY | STYLE GUIDE |
THE URBAN HYPE CAMPAIGN
13 MINISTRY OF INTEGRITY | STYLE GUIDE | OUR MESSAGES
14 ANNIHILATE DEVIOUS CRAVINGS
Many animals are pumped with hormones that aren’t good for our bodies, or their bodies. Although the USDA and FDA claim these hormones are safe, there is growing concern that hormone residues in meat and milk might be harmful to human health and the environment. Their purpose is to speed up the growth of the animal, however their side affects can disrupt human hormone balance, causing developmental problems, interfering with the reproductive system, and even leading to the development of breast, prostate or colon cancer. The meat might taste good but it’s anything but good for you.
MINISTRY OF INTEGRITY | STYLE GUIDE |
THE URBAN HYPE CAMPAIGN
15 MAILER // STREET FLYER
Being a part of the Ministry of Integrity’s efforts in changing the f ast food industry takes perseverance and a willingness to find truth and justice. One will be put through a sequence of steps to obtain trusteeship and entry to our secret information site. This is achieved through the initiative to seek out more information about the Ministry by obtaining an information flyer. Once the flyer is tur ned in, they will receive an information code card where they are given the code enabling them entry.
INFORMATION CODE CARD No. 1 WWW.MINISTRYOFINTEGRITY.COM
ISSUED TO: ( F i rs t Na me)
( M idd le Na me)
( L a s t Na me)
NOT VALID WITHOUT CODE
COMPLETE ADDRESS:
Void if altered.
SIGNATURE:
DATE:
T his website is secure, entr y req uires a secret code. To activate code for more specia l privleges a nd secret i nformation, sig n this card a nd mai l to the add ress prov ided. Once received you may use this code to access a ny i nformation prov ided by the Mi nistr y of Integ rity.
WA R N I N G T his i n formation belongs to the Mi nistr y of I nteg rit y. It is u n law f u l to sel l it to a ny other persons or to permit a nyone else to use it, except to obtai n authorized i n formation i n accorda nce w ith reg u lations of the Mi nistr y. A ny person who f i nds a lost card must retur n it. Persons who v iolate this are su bject to $10,000 f i ne or i mprison ment, or both.
Ministry of Integrity P.O. Box 456 Denver, CO 80202
08134709102 YO U N OW H AV E ACC E S S TO O U R W E B S IT E . U S E T H I S CO D E A N D T H E I N FO R M ATI O N YO U A R E A B O U T TO R E C E I V E W I S E LY.
Code Form No.B-131
16 MINISTRY OF INTEGRITY | STYLE GUIDE | PROMOTION
MINISTRY OF INTEGRITY | STYLE GUIDE |
17 MAILER// STREET FLYER
THE URBAN HYPE CAMPAIGN
MINISTRY OF INTEGRITY | STYLE GUIDE |
THE URBAN HYPE CAMPAIGN
19 MINISTRY OF INTEGRITY | STYLE GUIDE | WEBSITE
20 OUR WEBSITE
Once entry is obtained the member has access to all the information provided by the Ministry. This information includes unknown facts about the fast food industry and “factory farms�. They will also find out what farms and businesses are being responsible and how to contact them. Members will also have the opportunity to voice their opinions about food production and various related topics at our forum. The sequence of steps to gain membership to the Ministry of Integrity is meant to emphasize the importance of this matter. Without the rigorous demeanor of this campaign, it would not have the attention grabbing effect desired. It is also important to emphasize that once the mission of the Ministry is learned and understood, that it be shared with others who have the same integrity and dedication to doing things better; better in every sense of the word- better tasting, coming from better sources, better for the environment, better for the animals, and better for the farmers who raise the animals and grow the produce.
MINISTRY OF INTEGRITY | STYLE GUIDE |
THE URBAN HYPE CAMPAIGN
21 IPHONE APPLICATION The members of the Ministr y of Integrity have found out the truth of fast food in general by getting through the information and discussions on the Ministr y website, and now they are interested in the facts and truth about the food they actually eat at restaurants; how they are raised, whether they are organic or not, which farm they are from, etc. It is the time this iPhone application, Truth Finder, plays a brilliant role. The system is ver y simple and easy; just take a picture of the restaurant you want to know the truth about, and the information about the restaurant pops up. The information is provided by the members of the Ministr y on the website and through the application itself . Anyone can add information anytime so that the farmers and restaurants can take advantage of this to tell people the good facts about them. The website is meant to be a trigger for people to get interested in and be aware of what they eat and how the food is produced and delivered. and Truth Finder is meant to be a medium for them to discover the truth about the restaurants they actually go and the food the restaurants provide.
MINISTRY OF INTEGRITY | STYLE GUIDE |
THE URBAN HYPE CAMPAIGN
23 SHIRT DESIGN Each of our different colored t-shir ts features a different message from our initial series of posters. The typography ser ves as a strong message and a strong graphic. Each sleave has the seal of the Ministr y and on the back has the image featured on the posters. Essentially, these are walking posters that continue our theme of anonymity. There is no web address, only the name on the logo seen on the sleave.
24 M I N I S T R Y O F I N T E G R I T Y | S T Y L E G U I D E | T- S H I R T S
MINISTRY OF INTEGRITY | STYLE GUIDE |
25 SHIRT DESIGN
THE URBAN HYPE CAMPAIGN
26 M I N I S T R Y O F I N T E G R I T Y | S T Y L E G U I D E | T- S H I R T S
MINISTRY OF INTEGRITY | STYLE GUIDE |
THE URBAN HYPE CAMPAIGN
27 CORRECT USE OF LOGO
PRIMARY LOGO W/ TYPE LOCK UP
Here are some examples of the logo created for the Ministry of Integrity. The left lock up features the ministry title and is also rotated to the left 20ยบ as it is seen on the posters. The right icon is without the typography and can be used alone on stationery or other items that require a much smaller piece.
PRIMARY ICON
28 MINISTRY OF INTEGRITY | STYLE GUIDE | LOGO
MINISTRY OF INTEGRITY | STYLE GUIDE |
THE URBAN HYPE CAMPAIGN
29 TREASONABLE ACTS
The logo is very clean and simple, with two options to chose from there should be no reason to alter the logo with any extra color or lockup changes.
WHAT NOT TO DO: DO NOT OVER R O TAT E
DO NOT ADD COLOR
26 30 M I N IMSITNRI YS TORFY I ON FT EI GN RT EI TGYR I| TSYT |Y LSET YGLUEI DGEU I|D ET-|S HLIORGT OS
MINISTRY OF INTEGRITY | STYLE GUIDE |
THE URBAN HYPE CAMPAIGN
31 COLOR CHOICE
ple are often under the influence that once a company attatched themselves to sustainability and organics company is ethical as well. Often there is a toss if the company serves organic products they may greatest this campaign was propaganda conduct ethical The practices in inspiration regards tofor animals. Or company that has free from rangeWWII. animals may be posters However ,theusing color choices used then icides. Either way, it’slonger easy fresh to trick people when are no or interesting to the common viewer. re not telling the truth. We wanted to bring an element to the table that was eye catching but also non-threatening. These colors are fun, and paired with such intimidating conent it helps to create a good balance throughout the whole campaign.
PANTONE C YA N
PANTONE YELLOW
PANTONE M A G E N TA
32 MINISTRY OF INTEGRITY | STYLE GUIDE | COLOR
MINISTRY OF INTEGRITY | STYLE GUIDE |
THE URBAN HYPE CAMPAIGN
33 TYPOGRAPHY
ABCDEFGHIJ KLMNOPQRS TUVWXYZab cdefghijklmn opqrstuvwxy z1234567890 gotham black 42 pt
gotham bold
gotham black
12 pt / 9 pt / 6pt
12 pt / 9 pt / 6pt
A B C D E F G H I J K
ABCDEFGHIJKL
LMNOPQRSTUV
MNOPQRSTUVW
W X Y Z a b c d e f g
XYZabcdefghij
h i j k l m n o p q r s t
klmnopqrstuvw
u v w x y z 1 2 3 4 5 6
xyz1234567890
7890!@#$%^&*
! @ # $ % ^ & * ( )A B C D
( )A
B C D E F G H I J K L M
EFGHIJKLMNOPQRST
N O P Q R S T U V W X Y Z a
UVWXYZabcdefghijk
b c d e f g h i j k l m n o p q
lmnopqrstuvwxyz12
r s t u v w x y z 1 2 3 4 5 6 7
34567890!@#$%^&*(
8 9 0 ! @ # $ % ^ & * ( )A B C D
)A B C D E F G H I J K L M N O P Q R S T U V WXYZabcdefghijklmnopqrstu
E F G H I J K L M N O P Q R S T U V W X Y
vwxyz1234567890!@#$%^&*()
Z 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 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )
trade gothic condensed no. 18
rockwell light
12 pt / 9 pt / 6pt
12 pt / 9 pt / 6pt
ABCDEFGHIJKLMNOP
ABCDEFGHIJKLM
QRSTUVWXYZabcdef
N O P Q R S T UVW XY
ghijklmnopqrstuvw
Zabcdefghijklmn
xyz1234567890!@#
opqrstuvwxyz12
$ % ^ & * ( )A B C D E F G H I J K L
34567890!@#$%
MNOPQRSTUVWXYZabcdefg
^ & * ( )A B C D E F G H I J K L
hijklmnopqrstuvwxyz1234
M N O P Q R S T UVW XY Z a b
5 6 7 8 9 0 ! @ # $ % ^ & * ( )A B C D E F G
cdefghijklmnopqrstuv
HIJKLMNOPQRSTUVWXYZabcdefghijklmn
wxyz1234567890!@#$
opqrstuvwxyz1234567890!@#$%^&*()
% ^ & * ( )A B C D E F G H I J K L M N O P Q
34
R S T UV W XY Z a b c d e f g h i j k l m n o p q r s tuvwxyz1234567890!@#$%^&*()
MINISTRY OF INTEGRITY | STYLE GUIDE |
TYPOGRAPHY