Food Baskets Brand Identity Guide

Food Baskets Food Baskets, Inc. DRINKS Brand Guidelines

The Food Baskets Design Guidelines specify the following: Logo Logo Mark

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Symbol

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Clear Zone

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Minimum Size

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Logo Colors

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Design Font

Corporate Communication Font

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Minimum Size

Boxed Version of the Logo Typography Fonts

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Corporate Colors

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Color Palette

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Corporate Identity

Consumer Grid

Consumer Grid (Co-Branded)

Corporate Grid

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Promotional Products

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Signage Menu Board

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POP Signs

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Store Faรงade

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Interior Design

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Fixtures

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Photography

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Food Styling & Photography

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Store Layout

Imagery

Colors

Grid

Stationery

Logo Logo Mark Symbol Clear Zone Minimum Size Logo Colors Boxed Version of the Logo

Logo Mark

Symbol

The logo mark comprises of a symbol and type. The rela7onship between these two elements is fixed and shown below. Specific colors apply and are detailed on Colors page. Master artwork for the logo is supplied from the Marke7ng Department.

The Food Baskets icons symbol may be used as an integral design feature or as a support graphic. It must be reproduced in the main corporate colors, as a transparency or any of the technical publica7ons colors within technical publica7ons. The icons symbol must never replace the main logo mark.

Clear Zone

Logo Colors

The clear zone is the area surrounding the logo mark that must be kept free of other graphic elements. The minimum required clear zone is defined by the measure from the leGer ‘F ’ in the Food Baskets logo as shown.

All versions of the logo mark must be reproduced in the corporate colors, black or white. Master artwork is provided for all logo mark color op7ons.

Where color is restricted and the prescribed colors cannot be used, the logo mark must be printed in the darkest color available.

Minimum Size To ensure the logo mark is clearly executed a minimum size has been specified.

Boxed Version

Typography Fonts Design Font Corporate Communications Font Minimum Size

Fonts Exo is the typeface to be used in applica7ons. The typeface must be used in all content such as publica7ons, signs, sta7onery, forms and promo7onal items.

Exo Font Family is available at hGp://www.1001fonts.com/exo-­‐font.html

For electronic applica7ons such as powerpoint presenta7ons and word documents the typeface Calibri must be used.

Exo

Calibri Thin Thin Italic

Light Light Italic Extra Light Extra Light Italic

Regular Regular Italic Light Light Italic

Bold Bold Italic Regular

Regular Italic Medium

Medium Italic Demi Bold Demi Bold Italic Extra Bold Extra Bold Italic Black Black Italic

will be used in all design aspects including but not limited to Exo Menu Boards, Pops, Signage.

Design Font

Minimum Size The minimum typesize is 10pt. Excep7ons must be approved in advance by the Marke7ng Department.

Corporate Communica?ons Font Exo is the main font to be used in Corporate Communica7ons, with Calibri as the body text.

Colors Corporate Colors Color Palette

Corporate Colors The primary corporate colors are the green and orange used in the logo mark.

Color PaleBe To establish a consistent visual language for the Food Baskets brand, there are three central colors in the Primary Colors as shown. The use of white space is also central to the brand iden7ty as it provides a clean, efficient look and enhances the vibrancy of photos and images.

Secondary and Extended PaleGes are suppor7ng colors that will enhance the overall look of the the brand.

Primary Colors Secondary PaleGe Extended PaleGe

Grids Consumer Grid Consumer Grid (Co-Branded) Corporate Grid

Consumer Grid If the material or collateral is intended for high (to eye level) viewing of the consumer, the logo posi7on must be boGom right-­‐hand side.

Image or texts here

If the material or collateral is intended for low (from eye level) viewing of the consumer, the logo posi7on must be upper leW-­‐hand side.

Image or texts here

Consumer Grid (Co-­‐Branded) If the material or collateral is intended for high (to eye level) viewing of the consumer, the logo posi7on must be boGom right-­‐hand side and the Co-­‐Brand must be on the opposite side with clear zone the same as Food Basket ‘s.

Image or texts here

Co-­‐Brand Logo

If the material or collateral is intended for low (from eye level) viewing of the consumer, the logo posi7on must be upper leW-­‐hand side and the Co-­‐Brand must be on the opposite side with clear zone the same as Food Basket ‘s.

Co-­‐Brand Logo

Image or texts here

Corporate Grid For the corporate materials, from powerpoint presenta7ons, reports and electronic informa7on dissemina7on material and social media templates, the logo posi7on must be upper leW-­‐hand side.

Image or texts here

Image or texts here

Corporate Identity Stationery Promotional Materials

Sta?onery The Sta7onery Set includes the leGerhead, compliment slip and business card bearing the logo mark on upper leW-­‐hand side and the office address on footer .

Promo?onal Materials When producing promo7onal material, where possible, use the corporate color version of the logo and always adhere to the clear zone and minimum size guidelines.

Signage Menu Board Point-of-Purchase Signs

Menu Board All the elements that are reflected in the menu board are all aligned with the design and color aspects of the brand.

Point-­‐of-­‐Purchase Signs All the elements that are reflected in the Point-­‐of-­‐Purchase signs are all aligned with the design and color aspects of the brand.

Store Layout Store Faรงade Interior Design Fixtures

Store Façade

Store façade will give the first glance of how the whole store will look like. The store signage must have the logo mark with “Dining Services” and the branch/ school at its boGom. The signage must be made of lighted acrylic.

Interior Design To establish a consistent visual language for the Food Baskets brand, even the interiors of the area are to be aligned with the whole brand iden7ty.

With touch of nature/wood for a more natural look that is more homey and relaxed yet invi7ng ambience that is suitable for ea7ng while having conversa7ons or studying with ease and comfort.

Fixtures

Imagery Photography Food Styling

Photography Photography is the preferred op7on for imagery. Principle imagery in all publica7ons whether consumer or corporate is to feature consumers in real-­‐life environments and scenarios interac7ng with food.

The colors orange and green are to be incorporated into the image in a subtle way. The shades and how they are used are to be determined on a project by project basis. It must not appear contrived. The people and their interac7on with food are to be the main focus. The background is to be soW focus.

Food Styling & Photography Food styling must be roman7cized to look appe7zing yet s7ll healthy-­‐looking. The actual food that will be served must be the same as the photo.

Food can be photographed with full setup or against white background for product.