Food Hub Brand Book

Brandbook Food Hub Version 1.0 June 2022

content

this is food hub mission and vision ambition core values brand values visual identity color palette color sets typography food hub logo logo/color combinations image guidelines moodboards illustrations brand guidelines

communication our communication tone of voice website e-mails social media instagram products food hub formula our products the future contact

this is Food Hub

The world is changing rapidly, its current organization falls short and environmental problems are pressing.

The earth is overcharged, polluted and unequally divided along economical, political and social lines. The desire for visionary leadership increases, together with the urge to meet prominent challenges - like the transition of our food system - with knowledge, diversity and nuance.

Food Hub stimulates new leadership and knowledge regarding the food system, brings participants together and helps them to make an impact on the global food system. As such, Food Hub facilitates a food system transition.

Food Hub operates in various ways; ranging from the production of online and offline courses and training to supporting existing initiatives, running communication projects and hosting events.

mission and vision "Food Hub enables people to change the world of food".

Food Hub wants to inspire, educate and support a diversity of changemakers that contribute to a future prove food system.

ambition in 10 years: Food Hub touches upon 1 million foodchangemakers in Europe and abroad and its educational programs support up to 25.000 individuals each year.

core values

Diversity is key

Creative entrepreneurs

Always together

Curious

Diversity is key We know we need to do better, but we do not believe in ‘one size fits all’, so we seek nuanced and tailored solutions. We’re down with everyone who is willing to move beyond dogmatic thinking.

Always together We share the food system and in order to change it successfully, we need to cooperate. We work together with our network of clients, experts and makers and all sorts of actors in the food sector. We do so in an open and honest way, and make sure that everyone involved feels part of what we do.

Creative entrepreneurs We are always looking to make small and big steps towards a better world. And if chances are lacking, we try to create openings ourselves.

We are pioneers, love to experiment and work pragmatically.

Curious To find the best possible, most comprehensive and creative questions and solutions, we need all perspectives. We offer a safe place for personal growth and development to everyone.

brand values good | clean | fair | sustainable innovative | entrepreneurial trustworthy | edgy

visual identity

color palette primary colors

complementary colors

kleur CMYK RGB HEX

red 0,87,61,0 238,58,75 #ee3a4b

kleur CMYK RGB HEX

yellow 4,7,91,0 252,224,19 #fce013

kleur CMYK RGB HEX

pink 0,27,19,0 251,205,197 #fbcdc5

kleur CMYK RGB HEX

gray 29,21,21,3 189,190,192 #bdbec0

kleur CMYK RGB HEX

midnight blue 98,81,2,0 35,63,147 #233f93

kleur CMYK RGB HEX

ochre 22,38,90,11 191,147,45 #bf932d

kleur CMYK RGB HEX

light blue 66,13,0,0 74,176,228 #4ab0e4

kleur CMYK RGB HEX

indigo 85,65,45,43 45,62,80 #2d3e50

kleur CMYK RGB HEX

green 72,0,68,0 38,185,118 #26b976

kleur CMYK RGB HEX

pistache 27,0,27,0 199,229,203 #c7e5cb

color sets

typography Avenir ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

IBM Plex Serif ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

Avenir light ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

IBM Plex Serif (I) ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

Avenir bold ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

IBM Plex Serif (B) ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

Avenir is the primary font that is used in all texts. It is used in light for body text, and in medium and heavy for headers.

Avenir is not purely geometric; it has vertical strokes that are thicker than the horizontals, an “o” that is not a perfect circle, and shortened ascenders.

These nuances aid in legibility and give Avenir a harmonious and sensible appearance for both texts and headlines.

IBM Plex Serif is used in subtexts such as sub-headers in social media posts. It is used in regular for body text, and in bold to highlight elements in body text.

IBM Plex Serif is a neutral, yet friendly Grotesque style typeface. It has excellent legibility in print, web and mobile interfaces.

food hub logo The Food Hub logo is modest and simple. It represents Food Hub in the middle of a network. We do not have to do everything alone, we are connected with experts throughout the entire food chain. The keyword being: connection.

The logo is round, representing a never-ending cycle of learning. A cycle that is always in motion.

specs

logo / color combinations

use of logo on ochre | green | lightblue | red The logo can be used in either black or white paired with these colors.

logo / color combinations

use of logo on midnight blue | black | indigo the logo can be used in white paired with these colors. use of logo on gray The logo can be used in either black or white on a gray background

logo / color combinations

use of logo on pistache | yellow | white | pink For a better contrast, the logo should be used in black.

use of logo on yellow | pink For a more subtle contrast, the logo can also be used in white on yellow and/or pink backgrounds.

logo use in photography Logo is always placed in bottomright corner of the photo. Either in black or white, depending on visibility & legibility.

If our logo is used on the image, it should never cover the main image.

image guidelines diversity in people | colorful | clean | artistic | organic shapes | documentary feel

The imagery we use is not merely advertising. We use imagery as a portal into the Food Hub world. It is an important factor in the relationship between brand and consumer. We hope to encapsulate a sense of community.

It is important that any and all images are inclusive and consist of real people.

moodboard use of images that do not belong to food hub (always credit maker).

moodboard our own photography

illustrations

illustration use illustrations can be used in both black & white on color combinations.

brand guidelines 1

Always use (a combination of) the Food Hub colors.

2

Always use the food hub fonts in all communication texts.

3

Photography and imagery should be lively, colorful and above all, inclusive and diverse.

4

All brand content must transfer a real, personal, fun, enabling feeling.

communication

our communication A lot of our communication happens online and we are still growing our online presence.

In order to do so, we use a strategy that is built on four pillars: inform, inpsire, activate and convert.

We create content, always keeping these four pillars in mind. Our strength lies in informing and inspiring our audience. With the launch of our own courses and programs, we are building towards a more activating and converting presence.

tone of voice sharp | funny | edgy | enabling casual | engaging

Our voice is all about inclusivity, as we believe we can only change the world of food, when everyone gets to play a part.

We refrain from giving very strong opinions, but rather approach subjects with an open mind.

We talk to the Food Hub audience directly, in a casual, nonjudgemental way.

website Our website is what we use as our primary form of communication, as it is constantly being updated with what we do, who we are and our latest products.

The food hub website is both an informative platform as our e-commerce platform.

With our (online) products, we have a direct and personal brand-to-consumer approach to make the customer experience as personal as possible.

e-mails We use mailchimp for our emails. We send two types of emails, always in Food Hub branding.

1. We send a monthly e-mail the Food Hub Letter- to our loyal subscribers. The Letter is a carefully curated selection of sources and stories that inspire us. It is always in a theme.

2. We update our audience on subjects they want to know about: products, launches, events or other noteworthy updates.

social media

product pushes, inspirational posts. guides and tips from food hub. live reporting from events.

Social media is key for Food Hub, as it is how we directly communicate with our audience.

Here, we share what inspires us, build relations with our community and inform them

keeping in touch with our (professional

on what is happening in the food industry.

network. recruitment for programs. product pushes in a professional field.

We do not use it as a one-way promotional tool, but to start two-way conversations with our audience.

live reporting of events, updates on launches and events.

instagram Instagram is our main social media channel.

For our feed we post a variation of images and text, as well as a combination of images and text that are created in Canva.

We try to maintain a colorflow.

We make sure that the use of food hub colors, typography as well as our logo is frequent and consistent.

instagram text post note the use of food hub colors, a mixture of the two fonts as well as our logo.

products

food hub formula We make education for young professionals and entrepreneurs in the food industry, who like us, want to change the world of food.

We offer all different kinds of programs and courses.

We develop our own education, often in collaboration with experts and partners. We also provide custom-made education for different partners and clients.

Our education is always created according to the Food Hub formula.

Transition theory - to understand how you can change the world of food, it is important to know how that world is changing.

Personal leadership - if you understand how the food transition works, you also need to understand what part you play in that transition is. Who are you and what is your role? How can you initiate change while staying true to yourself?

Experience - in Food Hub programs, you will always "get your feet in the muddy ground". Take a closer look at what that food system actually looks like. Off to the farm, factory or supermarket safari!

Diversity - we think it is important to always let multiple voices be heard and to shed light on the story of food from multiple sides. We try to look outside our bubble and break through the boxes in the food debate.

“Everything is right” - from lunch to location, in our programs even the smallest details are part of the message we are trying to get across.

our products We provide courses, programs and skill modules.

The courses are either online and/or offline.

the future We are excited for what the future holds for Food Hub. We will continue to focus on creating and improving our education. We will have to adapt to the ever-changing and evolving food landscape.

We will continue to pursue a growth of our platform and will do so by focusing on our core values and our four pillars: inform, inspire, activate and convert.

contact Joszi Smeets creative director joszi@foodhub.nl Heleen Sanders communication manager heleen@foodhub.nl Dieuwertje van der Muyden writer / editor dieuwertje@foodhub.nl Larissa de Vries junior communication specialist larissa@foodhub.nl

Food Hub enables people to change the world of food.