AKP - Brand Identity Book

Brand Book

AKP Group // Brand Book // Version 1.0

Our logo & how to use it

AKP Group // Brand Book // Version 1.0

Our logo & how to use it

Our logo is the key visual asset for our business.

Building on the heritage of previous incarnations, the logo we have created is a classic, approachable and contemporary update that will represent the business for years to come.

AKP Group // Brand Book // Version 1.0

Our logo & how to use it

Other ways to use our logo Our logo can also be used on a darker background. Using the correct version allows the device to ‘pop’ without losing any of its appeal.

Using our logo when needed as a solid graphic is an option but only when it cannot be used with the full colour version.

AKP Group // Brand Book // Version 1.0

Our logo & how to use it

Clear space The AKP logo should sit in clear space and where possible on a white background. Please see our guide to coloured backgrounds on the next page.

Clearance is measured by using the ‘a’ of the AKP @ 100% of the height of the logo ‘a’ as shown. No other text, imagery or graphic elements should encroach on this space.

28mm

The same rules apply to all other logos in the AKP Group.

Minimum size The logo has been designed to be legible at small sizes. However, we recommend that it should not be displayed at a width of less than 28mm. Or when used on-screen it must be no lower than 80px.

If there is a requirement to use a smaller logo (for example on product merchandise) please seek the advice of the AKP Group Marketing Team.

AKP Group // Brand Book // Version 1.0

80px

Our logo & how to use it

Logo on backgrounds

01

04

02

05

03

06

01

The primary logo should be used when placed on light coloured backgrounds.

02

The primary logo can also be used on background photography within a clear light space.

03

The solid black or white version of the logo should only be used where one or two colours are available.

04

The white logo should also be used on dark background photography. Always ensure that there is enough contrast between the background and the logo, so that it’s clearly legible.

05

On dark, solid or brand colours the white logo should be used to ensure maximum legibility.

06

The white solid version of the logo is suited for dark or solid colour backgrounds when limited colours are available. This allows the logo to be clearly legible.

AKP Group // Brand Book // Version 1.0

Our logo & how to use it

Do not rotate the logo

Do not rotate any part of the logo

Do not change the colour of any element

Do not apply any effects or outlines

Do not obstruct the logo

Do not use on any dark patterned or distracting backgrounds

Things to avoid The logo is a precious asset that represents the AKP Group brand. It should never be recreated and therefore only used as provided on artwork.

Here are some examples to avoid.

Text AKP Group // Brand Book // Version 1.0

Strapline

AKP Group // Brand Book // Version 1.0

Strapline

Our strapline is the key support to our logo and encapsulates what we stand for.

AKP Group // Brand Book // Version 1.0

Strapline

The strapline sits to the righthand side of the ‘AKP Group’ on the logo itself, and should be seen in instances where more clarity about the brand is required, for example vehicle livery.

AKP Group // Brand Book // Version 1.0

Typography

AKP Group // Brand Book // Version 1.0

Typography

Primary typeface

ALEXANDRIA THIN

ALEXANDRIA MEDIUM

Alexandria is the core typeface for the AKP Group.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@£$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@£$%^&*()

ALEXANDRIA LIGHT

ALEXANDRIA SEMIBOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@£$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@£$%^&*()

ALEXANDRIA REGULAR

ALEXANDRIA BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@£$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@£$%^&*()

This font can be used for print or digital.

Using different weights establishes a clear hierarchy of content and draws the eye to key information. For example, using the Bold weight for headers and the Regular weight for body copy.

Weights: Thin, Light, Regular, Medium, SemiBold & Bold.

AKP Group // Brand Book // Version 1.0

Colour palette

AKP Group // Brand Book // Version 1.0

Colour palette

Primary colour palette

pantone. 2188C rgb. 37 59 83 cmyk. 91 70 42 39 hex. #253B53

pantone. 342C rgb. 11 98 63 cmyk. 89 35 83 30 hex. #0B623F

pantone. 2965 rgb. 27 42 61 cmyk. 94 76 47 55 hex. #1B2A3D

pantone. 2406C rgb. 132 160 109 cmyk. 54 22 66 5 hex. #84A06D

Use our colour palette to complement the brand. These colours can be used as background colours or subtle hints of colour on a full white background.

AKP Group // Brand Book // Version 1.0

Colour palette

Use our colour palette to complement the brand. These colours can be used as background colours or subtle hints of colour on a full white background.

AKP Group // Brand Book // Version 1.0

pantone. 2406C rgb. 132 160 109 cmyk. 54 22 66 5 hex. #84A06D

pantone. 4745C rgb. 172 148 128 cmyk. 29 36 44 15 hex. #AC9480

pantone. 7592 rgb. 158 73 cmyk. 27 76 90 23 hex. #AC9480

pantone. 4165C rgb. 52 101 96 cmyk. 78 38 54 31 hex. #346560

pantone. 4023C rgb. 214 174 70 cmyk. 16 30 80 4 hex. #D6AE46

pantone.

COOL GRAY 6 rgb. 165 168 179 cmyk. 38 29 22 4 hex. #A5A8B3

pantone. 2408C rgb. 63 109 75 cmyk. 76 35 75 25 hex. #3F6D4B

pantone. 4725C rgb. 174 132 109 cmyk. 26 45 52 17 hex. #AE846D

pantone. 7594C rgb. 1158 73 36 cmyk. 27 76 90 23 hex. #9E4924

pantone. 4186C rgb. 108 133 122 cmyk. 59 32 49 16 hex. #6C857A

pantone. 4026C rgb. 190 143 15 cmyk. 21 40 99 11 hex. #BE8F0F

pantone.

COOL GRAY 1 rgb. 217 218 228 cmyk. 10 7 5 0 hex. #D9DAE4

Colour palette

Knowledge Authority Integrity

AKP Group // Brand Book // Version 1.0

Down–to–earth New beginnings Growth

Colour palette

Calm Genuine

AKP Group // Brand Book // Version 1.0

Salt of the earth Nurturing

Colour palette

Warm Energetic

AKP Group // Brand Book // Version 1.0

Credible Reliable

Spirited Entrepreneurial

Colour palette

Our colour palette is made up of earthy tones, all different from one another but work together in unison.

AKP Group // Brand Book // Version 1.0

Colour palette

The blue has a depth and

strength which lifts it from the page

Using a gradient on

the device gives depth and richness

AKP Group // Brand Book // Version 1.0

Sub brands

AKP Group // Brand Book // Version 1.0

Sub brands

These are our sub brands, which illustrate the services we provide. Each service has its own unique colour, which cannot be changed.

This brand architecture helps to convey the breadth of services within the group, giving each its own identitify, that are all united with the primary group logo

AKP Group // Brand Book // Version 1.0

Sub brands

Clear space The AKP Farming logo should sit in clear space and where possible on a white background. Please see our guide to coloured backgrounds on the next page.

Clearance is measured by using the ‘a’ of the AKP @ 100% of the height of the logo ‘a’ as shown. No other text, imagery or graphic elements should encroach on this space.

35mm

The same rules apply to all other logos in the AKP Group.

90px

Minimum size The logo has been designed to be legible at small sizes. However, we recommend that it should not be displayed at a width of less than 35mm. Or when used on-screen it must be no lower than 90px.

If there is a requirement to use a smaller logo (for example on product merchandise) please seek the advice of the AKP Group Marketing Team.

AKP Group // Brand Book // Version 1.0

Sub brands

Clear space The AKP Grading & Storage logo should sit in clear space and where possible on a white background. Please see our guide to coloured backgrounds on the next page.

Clearance is measured by using the ‘a’ of the AKP @ 100% of the height of the logo ‘a’ as shown. No other text, imagery or graphic elements should encroach on this space.

36mm

The same rules apply to all other logos in the AKP Group.

102px

Minimum size The logo has been designed to be legible at small sizes. However, we recommend that it should not be displayed at a width of less than 36mm. Or when used on-screen it must be no lower than 102px.

If there is a requirement to use a smaller logo (for example on product merchandise) please seek the advice of the AKP Group Marketing Team.

AKP Group // Brand Book // Version 1.0

Sub brands

Clear space The AKP Marketing logo should sit in clear space and where possible on a white background. Please see our guide to coloured backgrounds on the next page.

Clearance is measured by using the ‘a’ of the AKP @ 100% of the height of the logo ‘a’ as shown. No other text, imagery or graphic elements should encroach on this space.

37mm

The same rules apply to all other logos in the AKP Group.

105px

Minimum size The logo has been designed to be legible at small sizes. However, we recommend that it should not be displayed at a width of less than 37mm. Or when used on-screen it must be no lower than 105px.

If there is a requirement to use a smaller logo (for example on product merchandise) please seek the advice of the AKP Group Marketing Team.

AKP Group // Brand Book // Version 1.0

Sub brands

Clear space The AKP Distribution logo should sit in clear space and where possible on a white background. Please see our guide to coloured backgrounds on the next page.

Clearance is measured by using the ‘a’ of the AKP @ 100% of the height of the logo ‘a’ as shown. No other text, imagery or graphic elements should encroach on this space.

40.5mm

The same rules apply to all other logos in the AKP Group.

115px

Minimum size The logo has been designed to be legible at small sizes. However, we recommend that it should not be displayed at a width of less than 40.5mm. Or when used on-screen it must be no lower than 115px.

If there is a requirement to use a smaller logo (for example on product merchandise) please seek the advice of the AKP Group Marketing Team.

AKP Group // Brand Book // Version 1.0

Sub brands

Clear space The AKP logo should sit in clear space and where possible on a white background.

Please see our guide to coloured backgrounds on the next page.

Clearance is measured by using the ‘a’ of the AKP @ 100% of the height of the logo ‘a’ as shown. No other text, imagery or graphic elements should encroach on this space.

32.5mm

The same rules apply to all other logos in the AKP Group.

92px

Minimum size The logo has been designed to be legible at small sizes. However, we recommend that it should not be displayed at a width of less than 32.5mm. Or when used on-screen it must be no lower than 92px. If the text underneath the HPC logo is not ledgible at this size it can be removed.

If there is a requirement to use a smaller logo (for example on product merchandise) please seek the advice of the AKP Group Marketing Team.

AKP Group // Brand Book // Version 1.0

92px

Sub brands

This is how the primary logo and sub brands sit within our brand architecture.

The sub brands are part of the AKP Group, using variations of the colour palette to illustrate the service area.

AKP Group // Brand Book // Version 1.0

Iconography & other devices

AKP Group // Brand Book // Version 1.0

Iconography & other devices

The pattern The AKP pattern is created using the main part of the AKP leaf device. This is outlined and then duplicated to create a linking chain - see example on the right. Overlaid in the different sector colors.

AKP Group // Brand Book // Version 1.0

Iconography & other devices

The pattern The AKP pattern can be used as a link to the AKP Group brand. This can be used zoomed in on documents or to highlight certain things in images for example, people.

AKP Group // Brand Book // Version 1.0

Iconography & other devices

The pattern The AKP pattern can be used as a link to the AKP Group brand. This can also be used in a solid form to highlight quotes and also images.

AKP Group // Brand Book // Version 1.0

Iconography & other devices

Infographics Styles Our infographic styles take inspiration from the lead device within our brand.

When using the lead device to create infographics, simplicity is key. Try not to over use the device as this can complicate the look and feel of the infographic.

The AKP Way: True Vertical Integration

We invent seed The latest varieties to cater for emerging consumer and environmental needs

We grow ourselves Or...

UK Grower Network

The Market

• High quality, trusted & long-established partnerships • Including JVs

Trade the right crop to the right market at the right time for the right price

Covering the whole UK: • Lincolnshire • Yorkshire • Suffolk • Essex • Etc. We follow the weather

• We identify the best markets for maximum value

• Transport via our in-house fleet of new Euro-6 lorries

• Export capability to e.g.

Canary Islands, Spain, Italy, Holland, Belgium and Scandinavia

Retail (Packing Customers) Food Manufacturing Foodservice

• We grade using the latest optical technology • Store in our new state-of-the-art £500k storage facility

Powered by…

AKP Group // Brand Book // Version 1.0

Operational excellence

Optimal quality

Trusted service

Good people

Authentic partnerships

Iconography & other devices

Iconography We use iconography in our brand to enhance messaging and as an alternative to imagery. Our icons are created using the AKP leaf device with a medium line. No filled shapes are used at all.

AKP Group // Brand Book // Version 1.0

Stationery

AKP Group // Brand Book // Version 1.0

Stationery

Stationery Letterheads, envelopes, business cards and other frequently used stationery items are a cornerstone of our new visual identity and play an important role in making our brand recognisable.

Here, you will see samples for several stationery items. The layouts are clean and open and feature our defined colours, typefaces and logo.

AKP Group // Brand Book // Version 1.0

Stationery

Letterhead To the right is an example of our letterhead.

The AKP Group logo should be placed in the top righthand corner equidistant from the top and the righthand side. The sector logos run in order along the righthand bottom of the page. The HPC logo is without the ‘part of the AKP group’ text for ledgibility. The contact details are set on the lefthand side in Alexandria Light and regular at 6.5pt.

T. +44(0) 1652 686900 E. accounts@arkpro.co.uk arkpro.co.uk

AKP Group // Brand Book // Version 1.0

Pegasus House, Pegasus Road, Elsham Wold Industrial Estate, Elsham, Brigg, North Lincs, DN20 0SQ

Stationery

with compliments Compliment slip To the right is an example of our compliment slip. The AKP Group logo should be placed in the top righthand corner equidistant from the top and the righthand side. The sector logos run in order along the righthand bottom of the page. The HPC logo is without the ‘part of the AKP group’ text for ledgibility. The contact details are set on the lefthand side in Alexandria Light and regular at 6.5pt.

AKP Group // Brand Book // Version 1.0

T. +44(0) 1652 686900 E. accounts@arkpro.co.uk arkpro.co.uk

Pegasus House, Pegasus Road, Elsham Wold Industrial Estate, Elsham, Brigg, North Lincs, DN20 0SQ

Stationery

Front

Business card Our business card design includes our brand pattern and the solid graphic logo, overlaid upon photography.

The strapline should always be present.

Back

Richard Arundel Managing Director

Office. 01652 686906 Mobile. 07970 097512 richard.arundel@arkpro.co.uk T. +44(0) 1652 686900 arkpro.co.uk

AKP Group // Brand Book // Version 1.0

Pegasus House, Pegasus Road, Elsham Wold Industrial Estate, Elsham, Brigg, North Lincs, DN20 0SQ

Uniform

AKP Group // Brand Book // Version 1.0

Uniform

AKP Polo Shirt - Blue Uniform and workwear is an important element of showcasing our brand.

Here is how the AKP Group logo works on a blue polo shirt, incorporating the solid graphic logo and strapline.

Polo Shirt Front

AKP Group // Brand Book // Version 1.0

Polo Shirt Side

Polo Shirt Back

Uniform

AKP Polo Shirt - Green Uniform and workwear is an important element of showcasing our brand.

Here is how our logo works on a green polo shirt, incorporating the solid graphic logo and strapline.

Polo Shirt Front

AKP Group // Brand Book // Version 1.0

Polo Shirt Side

Polo Shirt Back

Uniform

Growing with the best

HPC Polo Shirt - Blue Uniform and workwear is an important element of showcasing our brand.

Here is how the HPC logo works on a blue polo shirt, incorporating the solid graphic logo and strapline.

Polo Shirt Front

AKP Group // Brand Book // Version 1.0

Polo Shirt Side

Polo Shirt Back

Uniform

Growing with the best

HPC Polo Shirt - Yellow Uniform and workwear is an important element of showcasing our brand.

Here is how the HPC logo works on a mustard shirt, incorporating the solid graphic logo and strapline.

Polo Shirt Front

AKP Group // Brand Book // Version 1.0

Polo Shirt Side

Polo Shirt Back

Uniform

AKP Hooded Sweater Uniform and workwear is an important element of showcasing our brand.

Here is how the AKP Group logo works on a blue hooded sweater, incorporating the solid graphic logo and strapline.

Jumper Front

AKP Group // Brand Book // Version 1.0

Jumper Side

Jumper Back

Uniform

AKP Jacket Uniform and workwear is an important element of showcasing our brand.

Here is how the AKP Group logo works on a blue jacket, incorporating the solid graphic logo and strapline.

Jacket Front

AKP Group // Brand Book // Version 1.0

Jacket Side

Jacket Back

Uniform

Growing with the best

HPC Jacket Uniform and workwear is an important element of showcasing our brand.

Here is how the HPC logo works on a blue jacket, incorporating the solid graphic logo and strapline.

Jacket Front

AKP Group // Brand Book // Version 1.0

Jacket Side

Jacket Back

Uniform

AKP Gillet Uniform and workwear is an important element of showcasing our brand.

Here is how the AKP Group logo works on a green gillet, incorporating the solid graphic logo and strapline.

Gillet Front

AKP Group // Brand Book // Version 1.0

Gillet Back

Uniform

Growing with the best

HPC Gillet Uniform and workwear is an important element of showcasing our brand.

Here is how the AKP Group logo works on a blue gillet, incorporating the solid graphic logo and strapline.

Gillet Front

AKP Group // Brand Book // Version 1.0

Gillet Back

Uniform

AKP Overalls Uniform and workwear is an important element of showcasing our brand.

Here is how the AKP Group logo works on a blue overalls, incorporating the solid graphic logo and strapline.

Overalls Front AKP Group // Brand Book // Version 1.0

Overalls Side

Overalls Back

Uniform

AKP Cap Uniform and workwear is an important element of showcasing our brand.

Here is how the AKP Group logo and sub logs work on a blue cap, incorporating the solid graphic logo and strapline.

Cap Front

AKP Group // Brand Book // Version 1.0

Cap Side

Cap Back

Vehicle Livery

AKP Group // Brand Book // Version 1.0

Vehicle Livery

arkpro.co.uk

AKP - Lorry Cab & Trailer Our vehicle livery is key to building brand awareness when out on the road.

The lorry cab and trailer design features the full colour group logo, brand pattern and sub brand logos. It is also supported by photography.

arkpro.co.uk

Supply you can trust

AKP Group // Brand Book // Version 1.0

Vehicle Livery

arkpro.co.uk

HPC - Lorry Cab & Trailer Our vehicle livery is key to building brand awareness when out on the road.

The lorry cab and trailer design features the full colour group logo, brand pattern and sub brand logos. It is also supported by photography.

Growing with the best

AKP Group // Brand Book // Version 1.0

arkpro.co.uk

Vehicle Livery

01652 686900 accounts@arkpro.co.uk arkpro.co.uk

Full Wrap Pick Up Small Van Services within the AKP Group can work individually or together.

Here is how our brand is visualised on company vehicles relating to AKP Grading & Storage.

arkpro.co.uk

AKP Group // Brand Book // Version 1.0

We grow better together

Vehicle Livery

01652 686900 accounts@arkpro.co.uk arkpro.co.uk

Full Wrap Pick Up Van Services within the AKP Group can work individually or together.

Here is how our brand is visualised on company vehicles relating to AKP Marketing.

01652 686900 accounts@arkpro.co.uk arkpro.co.uk

We grow better together

AKP Group // Brand Book // Version 1.0

Vehicle Livery

01652 686900 accounts@arkpro.co.uk arkpro.co.uk

Full Wrap Pick Up Truck Services within the AKP Group can work individually or together.

Here is how our brand is visualised on company vehicles relating to AKP Farming.

01652 686900 accounts@arkpro.co.uk arkpro.co.uk

AKP Group // Brand Book // Version 1.0

Vehicle Livery

Minimal Pick Up Truck Services within the AKP Group can work individually or together.

Here is how our brand is visualised subtly on company vehicles relating to AKP Farming.

01652 686900 accounts@arkpro.co.uk arkpro.co.uk

AKP Group // Brand Book // Version 1.0

Site Signage

AKP Group // Brand Book // Version 1.0

Site Signage

Signage Signage is key to making a strong first impression when customers visit the site.

Here is an example of the AKP Group brand and sub brands applied to office signange.

AKP Group // Brand Book // Version 1.0

Site Signage

Signage Signage is key to making a strong first impression when customers visit the site.

Here is an example of the AKP Group brand, and sub brands applied to office signange.

arkpro.co.uk

AKP Group // Brand Book // Version 1.0

Site Signage

Signage Signage is key to making a strong first impression when customers visit the site.

Here is an example of the AKP Group brand, and sub brands applied to office signange.

10

AKP Group // Brand Book // Version 1.0

Site Signage

ort to reception

Welcome to

s mustSignage be observed

Here is an example of the AKP Grading & Storage sub brand applied to office signange.

arp u-turns

All drivers must report to reception All on site safety notices must be observed

CAR PARKING

10 Drivers - NO sharp u-turns CAR PARKING

10

Services within the AKP Group can work individually or together.

WEIGHBRIDGE RECEPTION

ENTRANCE

ENTRANCE

AKP Group // Brand Book // Version 1.0

Your safety is our No.1 priority

Stop

?

Think

Work safely

ONE WAY

Site Signage

Signage Services within the AKP Group can work individually or together.

Here is an example of the AKP Grading & Storage sub brand applied to office signange.

AKP Group // Brand Book // Version 1.0

Photography styles

AKP Group // Brand Book // Version 1.0

Photography Styles

Photography should be used to visually represent the breadth of our brand value proposition – better connections and stronger partnerships to make it happen for UK farming.

Here you will find example photography styles that help to illustrate the AKP brand, to breathe life and character into our designs.

AKP Group // Brand Book // Version 1.0

Photography Styles

AKP Group // Brand Book // Version 1.0

Photography Styles

AKP Group // Brand Book // Version 1.0

Photography Styles

AKP Group // Brand Book // Version 1.0

Photography Styles

AKP Group // Brand Book // Version 1.0

Photography Styles

AKP Group // Brand Book // Version 1.0

Photography Styles

AKP Group // Brand Book // Version 1.0

Photography Styles

AKP Group // Brand Book // Version 1.0

For more understanding of our

brand please contact our brand team. e. enquiries@arkpro.co.uk

AKP Group // Brand Book // Version 1.0