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3.0 Style guide 3.1 // LOGO GUIDELINES 3.2 // TYPOGRAPHY 3.3 // COLOR PALETTE 3.4 // GRAPHICS & TEXTURES 3.5 // BRAND STATIONERY 3.6 // PRINT SPECIFICATIONS

To maintain a consistent brand presence for the Five Points Market, standards have been put in place for all communications. This style guide covers specifications for logo usage, color palette, typography, images, and print media. All guidelines must be followed. There are no exceptions


We are determined to grow and provide good nutrition and healthy living for our South Hampton Roads communities.


3.1

// logo guidelines

A. Main logo

At Five Points Market our design team has redesigned the logo

Our newly designed logo is

to better represent our brand. The following logo standards

mainly

comprised

of

the

various fruits and vegetables

have been created to ensure that it is used properly in every form of media.

that can be found at the market. These elements must not be altered or redrawn. The colors have been selected specifically to communicate our brand essence, and this version

should

be

used

whenever possible.

Type Specifications:

a

font // Museo 500 size // 24pt

logo variations b. Secondary logo This version should only be used on dark or solid colored backgrounds.

C. grayscale logo This version of the logo is all black for white or light colored backgrounds. It must be black and not shades of gray.

b

c


clear space There has to be a minimum amount of space around the Five Points Market logo. The x height of the letter ‘P’ creates the clear space.

logo don’ts Maintaining consistency in our brand image hinges on proper usage of the Five Points Market logo. Please follow these guidelines to ensure brand compliance.

DO NOT

DO NOT

resize or rearrange elements

DO NOT

use non-brand colors

DO NOT

apply effects

stretch or distort

DO NOT

DO NOT

place on busy background

rotate


We work to reconnect Norfolk to its history of farmers markets and promote locally grown goods.


3.2 Type for headlines will always be ‘Bebas Neue’. It has been chosen

for

its

legibility,

flexibility, and boldness. The minimum size is 18pt and the maximum is 66pt. Subheads are the ‘Journal’ typeface,

which

has

// typography

headlines: Bebas Neue

welcome to the market! abcdefghijklmnopqrstuvwxyz 1234567890

been

chosen for its handwritten quality. This gives our brand a home grown and laid back feel. The minimum size of any subhead text is 24pt and maximum is 48pt. Helvetica

was

chosen

for

body copy for its readability

Subheads: Journal

Follow your food to 26th & Church

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

and clean lines. Body text should be no smaller than 11pt and no larger than 14pt.

body copy: helvetica The Five Points Market began as a project in 2002 in a vacant lot across from Norview Middle School.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


3.3

// color palette

turquoise

salmon

indigo

khaki

HEX: #55CCC4 C:59 M:0 Y:30 K:0 PMS: 325U

HEX: #FC6F69 C:0 M:71 Y:52 K:0 PMS: 184U

HEX: #304E90 C:92 M:79 Y:13 K:2 PMS: 653U

HEX: #E5D7B7 C:10 M:12 Y:29 K:0 PMS: 4545U

Turquoise represents

Salmon is used to

Indigo symbolizes

The color Khaki is

open communication

signify good health.

wisdom and balance.

associated with earth

and clarity of thought.

and relaxation.


We work with many farmers across the region, providing a better variety of produce.


3.4

// graphics & textures

At the Five Points Market, we are all about being genuine and passionate. Below are samples of images and textures that are associated with our brand. Note: Print at no less than 300 DPI and use 72 DPI for web and motion graphics.


3.5

// Brand stationery

For mostly internal purposes,

0.50”

the Five Points Market design team has created a stationery set.

This

set

consists

of

regular letter-sized letterhead, standard #10 envelopes, and

0.50” TO: All Staff

0.50” FROM: Management T.C. DATE: November 9th, 20-SUBJECT: STAFF CHRISTMAS PARTY

standard business cards. Use

It's that time of year again. As you all know, Christmas is our busiest season of the year.

‘Helvetica’ for body copy in all

organize a staff Christmas party. This year, we have decided to postpone the Christmas

correspondence.

Every year it is a struggle for management and supervisors to find the time and energy to party until after our busy season. We apologize that the celebration will have to wait until the new year, but we guarantee that

Refer to specifications to the right to maintain brand identity company-wide.

it will be worth the wait. Anyone interested in volunteering to help out with the event is encouraged to call Lucy, our events coordinator. Lucy's cell phone number is 222-3098. Please contact Lucy outside of business hours regarding this matter. Thank you.

0.625”

T.C.

1.625” Jane Smith

3655 Dey Street Norfolk, VA 23513

2500 Church Street :: Norfolk, VA 23504 :: 757.640.0300 :: CAFE 757.962.4677 :: 5ptsfarmmarket.org :: 5PtsFarmarket@gmail.com

Follow your food to 26th & Church

Jane Smith 2500 Church Street Norfolk, VA 23504 757.640.0300 5ptsfarmmarket.org

Marketing Director email // 5PtsFarmarket@gmail.com phone // 757.640.0300 cafe // 757.962.4677


3.6

// Print Specifications

Ads for the Five Points Market must adhere to the following specifications in order to create effective and cohesive designs.

MArgins: 1/2 inch

headline: Bebas Neue - no smaller than 40pt

subhead: Journal - no smaller than 28pt

body copy: Helvetica - no smaller than 11pt

Follow You

Food

r

& resolution: 300 DPI - convert to CMYK color

What began as a community project in 2002, has now grown into a thriving community center. The Five Points Community Farm Market is dedicated to growing and providing good nutrition & healthy living for our South Hampton Roads communities.

Fresh, quality produce, grown just for you. 2500 Church Street :: Norfolk, VA 23504 :: OPEN :: Thursday & Friday 11-7 :: Saturday 9-5 :: Sunday 11-5 :: 5ptsfarmmarket.org

Reed_10.3.2.pdf  

Five Points Market style Guide Version 1

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