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the food project

BRANDING IDENITY STANDARDS 1


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By growing food and working with others, we act on our desire to learn, to serve and to be productive. Ward Cheney, Founder

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CONTENTS 6

the food project

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brand concept

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the logotype

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applying the brand

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About the Food Project Our mission is to create a thoughtful and productive community of youth and adults from diverse backgrounds who work together to build a sustainable food system. Our community produces healthy food for residents of the city and suburbs, provides youth leadership opportunities, and inspires and supports others to create change in their own communities. Each year, we work with over 120 teens and thousands of volunteers to farm on 70 acres in Lincoln, Beverly, Boston, and in Lynn, Mass. We grow over a quarter-million pounds of food without chemical fertilizers or pesticides and donate

thousands of pounds of produce to local hunger relief organizations. We sell the remainder of our produce through community supported agriculture (CSA) farm shares and farmers’ markets. Locally, we promote access to fresh, affordable produce by building raised-bed gardens for residents and organizations, offering garden-based educational programming, and providing opportunities for people to use SNAP/EBT benefits to purchase fresh food.

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Keywords to the Brand The Food Project strives to improve access to healthy food in the communities in which we work and to support the health and well-being of community members and their families. The Food Project has been working with neighborhood gardeners in Dorchester and Roxbury since 1998. Since then, we have expanded our programming to Mattapan, as well as to Lynn and Gloucester on the North Shore of Massachusetts. Staff, youth, and volunteers from The Food Project work together with our community partners to support a wide range of programming in our communities. Local schools and families receive raised-bed gardens and gardening support through our Build-a-Garden program. Low-income families purchase produce from our farms at a reduced price through our Farm to Family program. Our neighbors purchase fresh and locally produced vegetables at our farmers' markets in Roxbury and Lynn. Community gardeners and cooks share their expertise with others in our "Grow Well, Eat Well, Be Well" workshop series. Children of all ages learn about growing their own food and eating healthily during our in-school and after school educational programming. Community members of all ages learn about food justice in our youth-led food systems and food justice workshop series.

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the brand evokes…

FRESH COMMUNITY SUPPORT GROWTH

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The Concept:

EAT WHAT YOU CULTIVATE The Food Project grows mixed vegetables, herbs, flowers, and fruits on approximately 70 acres of farmland in greater Boston and on the North Shore of eastern Massachusetts. Just as we strive to bring together youth from the city and suburbs, we also strive to grow food in both the city and suburbs. Each year, we work with over 120 teenagers and thousands of volunteers to farm on 31 acres in Lincoln, 2 acres in Beverly, 2.5 acres in Boston, 1 acre in Lynn, and are preparing to farm 34 acres in Wenham. Between all of these sites, we grow over 250,000 pounds of produce each year. That produce is donated to hunger relief organizations, sold at farmers’ markets in low-income neighborhoods, and sold through our community supported agriculture programs. The Food Project uses sustainable growing methods on all of our farms. Sustainable agriculture is the practice of growing food in a way that preserves and enhances the environment, provides economic opportunity and good health for individuals and communities, and connects people to the land around them. It generally avoids chemical fertilizers and pesticides and long-distance travel, striving instead to create fresh, healthy produce for local consumption. The Food Project works to create personal and social change through sustainable agriculture. We farm in a way that grows the best possible food, supports our community, and cultivates the next generation of young leaders.

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Inspiration : Back to our Farms The Food Project is committed to training future farmers. TFP provides agricultural education opportunities to thousands of people each year through our youth and volunteer programs, and employs grower's assistants in a comprehensive training program for adults who hope to make farming their profession in the future. Furthermore, TFP was active in the formation and support of the Collaborative Regional Alliance for Farmer Training, or CRAFT, program of eastern Massachusetts. The Food Project's grower's assistants are trained in all aspects of farm operations, including seedling propagation in our greenhouse, tractor usage, harvest techniques, managing work crews, distribution, marketing farm products, and more. Any available grower's assistant positions for the upcoming farming season will be advertised in August and September. Please check our list of open positions if you are interested in becoming a grower's assistant at The Food Project. In 1998, The Food Project helped create the Collaborative Regional Alliance for Farmer Training, or CRAFT, program of eastern Massachusetts. CRAFT offers agricultural training, provides a network of peers who play similar roles on their farms, and explores the diversity of farming operations in eastern Massachusetts. Currently, CRAFT of eastern Massachusetts is composed of a committed group of farms that have joined together to provide educational opportunities for apprentices, interns, and farm workers. The core of the program is a variety semi-monthly farm visits to diverse operations. Each visit focuses on a specific topic that explores a specialty of the particular farm.

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Concept Development At each of our farmers markets, we are committed to providing customers with a wide variety of fresh, local and sustainably grown produce. Much of it comes from our urban farm sites, only blocks away from the market, while the rest is harvested by youth, staff, and volunteers on our rural farms in Lincoln and Beverly. In addition to our own produce, you may also find fresh fruit from local orchards, homegrown veggies from neighborhood gardeners, bread and baked goods from local bakeries, flowers from our farm, and local honey from the Boston Honey Company. Farmers markets have long served as vibrant centers for community building, information exchange, health and nutrition education, and local entertainment as well as a venue for community economic development. At the markets we run in Lynn and Boston, we invite local growers and food vendors to sell their produce and other goods alongside us. We also seek out community and youth groups, nutritionists, artists, musicians, and other entertainers to attend the market throughout the season, contributing to the vibrant, festive atmosphere that make farmers’ markets such an enjoyable place to visit and shop. 13


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The Logotype The Food Project logo originated from our mission, to create a thoughtful and productive community, producing healthy food for residents of the city and suburbs. Our final logo features of the basic tools used in suburban and urban argiculture and bringing mixed vegetables, herbs, flowers, and fruits to local farmer markets in the New England area.

the food project

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Typography Archer is a humanist slab serif typeface designed in 2001 by Tobias Frere-Jones and Jonathan Hoefler. The typeface is a geometric or neo-grotesque slab serif, one with a geometric design similar to sans-serif fonts. It takes inspiration from mid-twentieth century designs such as Rockwell. The face is unique for combining the geometric structure of twentieth-century European slab-serifs but imbuing the face with a domestic, less strident tone of voice. Balls were added to the upper terminals on letters such as C and G to increase its charm.

Archer Bold

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Color Green is the most common color in the natural world, and it’s second only to blue as the most common favorite color. It’s the color we associate with money, the environment, and it’s the color of revitalization and rebirth. We used this specefic green to associate the logo with vitality, fresh growth, and progress.

RGB: 164 194 108 CMYK: 40% 8% 76% 0% # a3c167

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Logo Usage Guidelines

When over an image Photos must be related to sub urban or urban argiculture. When it is not possible to use a color version of the logo, it may be knocked out to all whte and slightly cropped.

theDOfood project NOT Switch or change any of the logo's elements or scale them out of the set guides. Change the porportions of the green box that the logo lays over. Place the name anywhere besides the bottom. 18

the food project

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Format The logo should be no smaller than 2 inches in height and width, or else the type will be hard to read. The shovel and pitchfork should be aligned with the type and centered in the container.

the food project

2 inch minimum

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Applying the Brand While The Food Project logo can function by itself, the logo can be applied to a variety of stationaries and environmental graphics to get a sense of how they would work in a system. We envisioned the branding system to be created over the wide range of argiculture that take place in the urban and sub-urban communities in New England. For example, all staff would have a set of stationaries, while volunteers and customers would have environmental graphics to portray their support. The system of the branding would be derived from the style it was created from the argiculture logotype. At the same time, it would play its own role of promoting our mission; to create a thoughtful and productive community who work together to build a sustainable food system and providing healthy food for residents in the city and suburbs.

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Organization Appearance The Food Project locations will represent fresh appeal of growth and excitement for the content of our product. Our logo is primaraly used on signage,such as those at our fields that we cultivate and our delivery trucks which transfer all of our produce to our farmer market stands.

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On the Field We provide reusable bags at our stands displayed at local farmers markets. Each customer is recieved a reusable bag with their purchase of any product. We are always pleased to see returning customers and sponsors using them. Our volunteers who contribute in the youth programs wear certain apparel so to be easily reconized at events and training. Certain staff members would also wear them to distinguish leaders and assistants.

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YOUTH. GROWTH. COMMUNITY.

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10 Lewis Street Lincoln, MA  01773 (781) 259 8621 x30 thefoodproject.org YOUTH. GROWTH. COMMUNITY. 30

The Food Project  

A project created to rebrand The Food Project, a nonprofit organization that produces healthy food for residents of the city and suburbs....

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