Rutabagga_Brand_Guidelines

Brand Identity Guidelines Prepared for Catherine & Co

Local. Natural. Sustainable .

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Mark & Colors Design Concept Rutabagga aims to encourage and teach people to eat seasonal foods and consume more vegan and vegetarian foods to promote sustainability. Also, Rutabagga connects clients with local farmers and smaller groceries stores in the client’s local area.

The logo plays around with the concept of vegetables in a bag. For this logo, green represents the connection to the earth. I chose bright and colorful colors to emphasize the fun and excitement of creating vegan or vegetarian dishes; that is, just because they are vegetables and fruits doesn’t mean the food has to be boring. In addition to the bright colors, white and black are essential colors to balance the colors. The brand employs an analogous harmony with tints and shades.

Primary Color Pallette

C : 59 Y: 0 M : 97 K: 0

R : 115 G : 197 B : 75

C : 10 Y: 0 M : 95 K: 0

R : 243 G : 247 B: 0

C : 75 Y : 68 M : 95 K: 0

R: 0 G: 0 B: 0

C: 0 Y: 0 M:0 K: 0

R : 255 G : 255 B : 255

R : 254 G : 204 B: 8

C : 15 Y: 0 M : 23 K: 2

R : 213 G : 250 B: 4

C: 0 Y: 1 M : 48 K: 6

R : 240 G : 238 B : 125

Secondary Color Pallette

C : 62 Y: 0 M : 95 K : 66

R : 33 G : 87 B: 4

C: 0 Y : 19 M : 97 K: 1

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Logo Variations Extended with tagline

Extended without tagline

Local. Natural. Sustainable .

4.5 in.

Stacked with a tagline

4.5 in.

Stacked without tagline

Local. Natural. Sustainable.

1.5 in.

1.5 in.

Only include a tagline on the stacked version of the logo that is 1.5 inches or larger to facilitate readability.

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Typography Guidelines serif-font, logotype, tagline, Large Headings

About Typefaces

AWConqueror Std Didot Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789.,:;“”!?@#$%&(*)

The logo uses AW Conqueror Didot: a serif typeface created by Jean François Porchez. It’s an elegant look and feel and does well in large typefaces. Didot is a contemporary serif typeface with extreme contrast between thick and thin lines, making it excellent for a logo design. Didot pairs well with a sans-serif font like Proxima Nova.

AWConqueror Std Didot Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789.,:;“”!?@#$%&(*)

Proxima Nova is a versatile typeface that can be used as body copy and titles.

It works well for screen and print. For this design, it is the dominant typeface for body copy and headings.

AWConqueror Std Didot

AWConqueror Std Didot Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789.,:;“”!?@#$%&(*)

Sans-Serif font, body, headings

Proxima Nova Proxima Nova Thin abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789.,:;“”!?@#$%&(*) Proxima Nova Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789.,:;“”!?@#$%&(*) Proxima Nova Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789.,:;“”!?@#$%&(*) Proxima Nova Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789.,:;“”!?@#$%&(*)

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Logotype Scalability Extended without tagline

Extended with tagline

Local. Natural. Sustainable .

Local. Natural. Sustainable .

3 in.

1 in.

3 in.

1 in.

4.5 in.

1 in

Logomark

0.5 in.

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Logotype Scalability: Stacked

Local. Natural. Sustainable.

3 in.

Local. Natural. Sustainable.

1 in.

3 in.

1 in.

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Mandatory Free Space Extended with tagline

Extended without tagline

1/4y

1/4y

1/4y

1/4y

y

y

Local. Natural. Sustainabl e.

1/4y

1/4y

Stacked with tagline 1/4 y

Stacked without tagline 1/4 y

1/4 y

1/4 y

1/4y

1/4y

Logomark 1/4 y

1/4 y

y y

y

1/4 y

Local. Natural. Sustainable.

1/4 y

1/4 y

1/4 y

1/4 y

1/4 y

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Logo Color Varients CYMK on white background

CYMK on with tagline on white background

Local. Natural. Sustainable .

CYMK on black background

CYMK on with tagline on black baground

Local. Natural. Sustainable .

Black on white background

Black with tagline on white background

Local. Natural. Sustainable .

White on black background

White with tagline on black background

Local. Natural. Sustainable .

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Photography Assets

Photo by mk. s on Unsplash

Photo by Kate Trysh on Unsplash

Photo by Jo Lanta on Unsplash

Photo by NONAMESONTHEWAY on Unsplash

Photo by Ola Mishchenko on Unsplash

Photo by Юлія Вівчарик on Unsplash

Photo by Gabriel Gurrola on Unsplash

Photo by Franzi Meyer on Unsplash

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Clothing Mockups Always use the extended logo with the tagline version on clothing. The logo width should be 7 inches or wider to improve the legibility of the tagline. Use the logo version with a black tagline white T-shirt and a white tagline for a black T-shirt.

Photo by mockupmark.com

Photo by mockupmark.com

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