Getting attention in today’s world can be challenging.
It’s no longer enough to rely solely on traditional media or grassroots engagement to get your story out to the public and garner support. But with so many concerned people and new forms of media, the time is right for making the most of communications to catch attention and inspire action.
The work we’ve just completed together is a unique approach to communication & promotion that we call Public Image Works. Public Image Works combines the best of marketing principles and organizing practices to call attention to important issues and to mobilize action for success. We celebrate the newly organized Public Image for Fair Food and hope that all the files, tools, and tips in this manual will help you use it to achieve your inspiring goals!
A POWERFUL COMBINATION • An Action Plan • A Distinguished Identity • Vibrant Promotions • A Relationship Power Map
TABLE OF CONTENTS
TABLE OF CONTENTS PUBLIC IMAGE WORKS............................................................................................................................ 2 IDENTITY...................................................................................................................................................... 4 Core Elements.......................................................................................................................................... 5 Visual.......................................................................................................................................................... 6 Logo............................................................................................................................................................ 7 File Formats.............................................................................................................................................. 8 Colors & Fonts.......................................................................................................................................... 9 Photo Style............................................................................................................................................... 10 Visual Do Nots......................................................................................................................................... 11 Sensory...................................................................................................................................................... 12 Message..................................................................................................................................................... 13 Interactive................................................................................................................................................. 18 PROJECT CONTACTS................................................................................................................................ 19 ABOUT DFSI................................................................................................................................................ 20
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IDENTITY
YOUR DISTINGUISHED IDENTITY The most distinguished public awareness efforts have demonstrated the importance of “Identity” to catch attention and inspire action. Identity is a combination of how you understand your own organization (internal) and how you convey that understanding to others (external). It includes fundamental brand elements such as name and logo, but also important aspects like language, images, sounds, experiences and engagement style. Your full Identity offers a glimpse into your organization’s mission, values, goals and unique qualities. When everyone within your organization really feels the Identity it is easy for the story to be represented externally – and a strong Identity can propel your organization and goals forward for lasting impact.
KEY ELEMENTS
A strong and consistent Identity can make a difference in your daily operations too. It can help you in your first level of engagement. It can reach the people who need to know about you the most and guide you in your interactions with them. It determines who might call you, how you answer that call, and what you say and do when you hand out a new business card. The following items comprise a Distinguished Identity for Fair Food. We hope that they will help you tell your story in the many ways that can inspire your audiences.
• Internal Understanding • Visual Identity • Sensory Experience • Message Identity • Interactive Experience
POWERMAP
IDENTITY STRATEGIC PLAN
PROMOTION
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CORE ELEMENTS
INTERNAL IDENTITY UNDERSTANDING VISION: We recommend that Fair Food develop a Vision Statement. (A Vision Statement encapsulates your idea of the result of your work. What will happen if you achieve your Mission?) MISSION:
Fair Food is dedicated to bringing locally grown food into the marketplace and promoting a humane, sustainable agriculture system for the Greater Philadelphia region. CORE VALUES: We recommend that Fair Food develop their unspoken Core Values into written ones. (Core Values help define how you do your work and operate with external forces). UNIQUE QUALITIES: • We make connections – literally and symbolically • We think about Farm to Plate systems • We are dedicated to Farm Viability • Having a good time is a core value • We have a Year-Round-Market that sells local food • We promote a humane and sustainable approach to animal-related products
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VISUAL
VISUAL IDENTITY PEOPLE RESPOND TO STRIKING VISUALS Your Visual Identity is directly related to your overall presence you’re your audiences. It’s an opportunity to visually express Fair Food’s mission and aspirations – and to literally show them who you are and what you do.
WHAT
PEOPLE SEE • Logos • Colors • Fonts • The Style of graphic art elements • Photos • Composition • Flow of information • Materials
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LOGO FAMILY
FF_logo
FFF_logo
FF_HBlogo_GoodFood
FF_HBlogo_Meat
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LOGO FILES FAIR FOOD APPEL FARMLOGO LOGOFAMILY FAMILY ELECTRONIC FILES, FORMATS & USE
Black.eps
For professional print shop projects one color ink or white knockout
Black.jpg
For in-house projects one color ink or white knockout
CMYK.eps
For professional print shop projects Full color printing
CMYK.jpg
For in-house projects Full color printing
RGB.eps
For computer screens For professional programmer projects
RGB.jpg
For computer screens. For in-house use
SPOT_Coated.eps
For professional print shop projects solid ink (e.g. t-shirts) or embroidery glossy/coated paper
SPOT_Uncoated.eps
For professional print shop projects solid ink (e.g. t-shirts) or embroidery uncoated paper
GOTHAM NARROW MAC FONTS
Font family for us on Mac platform computers
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COLORS & FONTS COLOR PALETTE CMYK Coated Uncoated
RGB Hex Code R/G/B
SPOT Coated
Uncoated
FF GREEN
50/0/85/35
5E8E3F
94/142/63
377
383
FF RED 1
30/80/60/30 30/80/60/30 893E45
137/62/69
1805
1805
FF RED 2
0/80/60/20 0/80/60/20 C7494B
199/73/75
1805@80% 1805@80%
FF PINK
10/35/20/0
222/170/173 1805@42% 1805@42%
50/0/85/35
5/35/30/0
DEAAAD
ADDITIONAL FAIR FOOD COLORS TO USE IN MATERIALS DK GREEN 81/47/95/56 GOLD
81/47/95/56
LE3F1F
0/15/100/20 26/12/100/0 D4B005
30/63/31
554
554
212/176/5
103
110
LT BROWN 0/50/85/20
24/50/100/6 C1742F
193/116/47
139
131
LT GREEN
50/0/85/0
52/2/97/0
8AC75A
138/199/90
376
382
CREAM
0/5/15/3
0/5/15/0
F6E8D1
246/232/209 141@20%
141@20%
DK BROWN 44/70/82/53 44/70/82/53 583622
88/54/34
469
469
GOLD
252/180/75
142
142
HERITAGE BREED COLORS 0/33/80/0
0/33/80/0
FCB44B
FAIR FOOD’S FONT FAMILY FRUTIGER FONT FAMILY Frutiger 55 Roman Frutiger 65 Bold Frutiger 75 Black Frutiger 95 Ultra Black Frutiger 47 Light Condensed Frutiger 57 Condensed Frutiger 67 Bold Condensed Frutiger 77 Black Condensed Frutiger 87 Extra Black Condensed
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PHOTO FAIR FOOD FARMSTAND Environmental Design Ideas STYLE B: “Fresh, Clean and Healthy”
FAIR FOOD’S PHOTO STYLE: FRESH, CLEAN & HEALTHY
Visual Design: Show photos thatthe represent the connection thethe farm and the but products in a urban/suburban/ Still representing connection to the farmtoand products, presented in a more way. urban/suburban/contemporary/sleeker way. contemporary/sleek
Show contemporary farmers with more focus on the individuals. When showing the products, Visual Elements: Higher emphasis on product display. Contemporary farmers - more focus focus on the clean, fresh product display. on the individuals, epicurian delights.
Smells: Flowers, fruit (lemon) and other sweet or fresh smells Sounds: Airy, bright, outdoor sounds like birds, wind, lighter wind-based music Educational Elements: Specifically branded as an educational element. Integrated sparingly among products for tie in. Specifically designated Education area for focused attention. Questions? Design for Social Impact • 215-922-7303 • Page 10
Brand Integration: Buy Fresh Buy Local & Heritage Breed products would be clearly labeled
VISUAL DO NOTS VISUAL ELEMENTS BEST PRACTICES Your Fair Food Visual Identity will keep its power if it is used consistently. Here are some pitfalls to avoid:
FAIR FOOD FARMSTAND
DO NOT stretch your logo. Environmental Design Ideas
B: “Fresh, Clean and Healthy”
Visual Design: Still representing the connection to the farm and the product resolution version of your and any photos that go along with your materials. presented in alogo more urban/suburban/contemporary/sleeker wa
DO NOT use a low A jpg at 300dpi can not be made any larger without losing its quality. An .eps vector file can get as Visual Elements: large as it needs to be without losing any quality. Higher emphasis on product display. Contem on the individuals, epicurian delights.
DO NOT change any colors within your logo.
DO NOT stretch photos disproportionately.
TIPS • When printing, normally the resolution should always be at 300dpi. The only exception is when Smells: you are printing large format (such as a banner). Then the resolution can be 150dpi. Flowers, fruit (lemon) and other sweet or fresh smells • You can not raise an image’s resolution in photoshop. Just because the resolution box lets you Sounds: type in a higher number, does notbright, mean it isoutdoor increasing sounds the resolution. Airy, like birds, wind, lighter
wind-bas
Educational Elements: Specifically branded as an educational among products for tie in. Specifically designated Education a
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SENSORY
EXPERIENCE IDENTITY THE FULL EXPERIENCE Fair Food offers a complete experience for everyone – staff, volunteers and participants alike. Sensory experience is a very important aspect of your Identity and can help you reinforce your important mission with your audiences. Consider how they can be used in your environment, in your interactive experience and at events.
SOUNDS (airy and bright, outdoor sounds) • Birds • Wind • Light wind instruments and music
SMELLS (sweet and fresh) • Flowers of the season • Citrus fruit (lemon, orange) • Honey
TOUCH • Solid • Clean
TASTES (you got this one in the bag!)
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MESSAGE
MESSAGE IDENTITY YOUR MESSAGE MUST BE STRONG Effectively communicating the ideas represented in your Visual Identity completes the cycle of a strong Organizational Identity. Your message and the way you communicate it have tremendous ripple effects. Like your Visual Identity, messaging can attract, repel, or excite potential audiences, so it must be clear and concise the first time and every time.
WHAT’S IN A MESSAGE? • Names • Slogans • Greetings • Short verbal introductions • Long verbal presentations • Short written phrases • Long written pieces
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MESSAGE We think you do a good job explaining the mechanics of your work. You also speak well to the big-picture vision and ethos that surround your work. The biggest missing piece is the unique voice of Fair Food – the personality that is present in the people, the programs and events of your organization. Our primary goal of this recommended reworking of your language was to inject that personality throughout different forms of communication. As an independent, thought-leader organization with a good reputation, Fair Food can move beyond descriptive language that focuses on the functions of your group, to language that conveys larger vision and mission with practical application. Specifically, we seek to move away from purely perfunctory descriptions to more celebratory and passionate ways of telling your story. ONE LINER Fair Food connects communities with locally grown food to promote a sustainable food system. SMALL STATEMENT Fair Food connects communities with locally grown food to promote a sustainable food system. We celebrate the importance of family farms and create a year-round marketplace for fresh, local and humane food products in the Greater Philadelphia region. NOTE: Organizations have a better foundation and connection to their audiences if their mission statement matches what they would say publicly in a small statement. Consider this small statement language when developing your Mission Statement. MEDIUM STATEMENT Fair Food connects communities with locally grown food to promote a sustainable food system. We celebrate the importance of family farms and create a year-round marketplace for fresh, local and humane food products in the Greater Philadelphia region. Fair Food has been uniting local farmers with consumers for over a decade. We’ve grown, and our work has too. We provide an assortment of programs and services that contribute to a strong local food system. Supporting farmers, connecting consumers, educating the public and celebrating the joys of local food will lead us through our next 10 years.
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MESSAGE SLOGANS AND TAGLINES A Tagline is a phrase that gets added to your name and STAYS with your name on all materials. It is a way to convey information about your organization that your name and visual identity might not capture without further explanation. We do not recommend a tagline for Fair Food. We think your name is very clear – and even provocative, causing the audience to think about what it means. The visual display of your name through the logo tells the other part of the story that includes agriculture/farms/produce. Slogans are phrases that can convey more than the name, but aren’t designed to round out the name for a “full story.” Slogans can be used in different manners and at different times. They are not permanently connected to your name like a tagline. We recommend that Fair Food use Slogans connected to different marketing campaigns or programs to convey even deeper parts of your story. As you develop your Core Value language, Slogans can emerge to tie it all together for a fully rounded way of telling your story. Here are a few Slogan options: • Promoting Farms, Connecting People • From the Farm Not the Factory • Connecting You to Local Family Farms PROGRAM NAMES You should align programs with the Fair Food Identity as much as possible. Creating a consistent naming style and visual package will help people associate your programs with your thought-leader position. • Link program names with “Fair Food” for added Identity consistency. • Avoid acronyms associated with programs. Create names that are a rally cry like “Fair Food” or “Buy Fresh Buy Local” • Fair Food Farmstand Current slogan: Connecting You to Local Family Farms
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MESSAGE • The Consulting Project - sometimes called Farmer & Buyer Consulting
• Settle on one name for the project
•C onsider changing name to capture the idea of “connections” and to add passion/active quality
• Rough Ideas:
- Farm Connect • Farmer Outreach
•C onsider upgrading or changing name to capture the idea of “viability” and to add celebratory/active quality, while keeping practical aspect
• Rough ideas:
- Farmer Network - Farmer Advance • Buy Fresh Buy Local
•D rop the word “campaign” sometimes associated with this. Use it as a sub-brand that you carry and educational/marketing program
• Farm to Institution
• I s there a better word than “Institution?” Do the audiences you are speaking to consider themselves Institutions or something else?
• Consider changing/upgrading name to be less perfunctory and more visionary/active.
• Rough ideas:
- Farm & Food Service
- Farm Source
PUBLICATION TITLES Philadelphia Local Food Guide • This is recognizable, so it should be kept. • Consider using “Philly” to match up with your URL and to add some fun language into this perfunctory title. Wholesale Guide to Local Farm Products • Consider changing or adding language to align this with the “Farm to Institution” naming. • Use more compelling language or Slogan like: Fair Food Wholesale!
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MESSAGE EVENT TITLES The Brewers Plate • This is recognizable, so it should be kept. • Consider upgrading the visual look to match new, bold look of Fair Food and align it with the organization as host. Local Grower Local Buyer Gathering • Align with any shifts in naming for the program • Use more compelling language, based on naming of program Farm Tour Series • Use more compelling language or add a slogan like: Fair Food Farm Tours (drop “series”) + slogan/rally cry Buy Fresh Buy Local Week • This is recognizable and national, so it should be kept URL Your current URL is: www.FairFoodPhilly.org. There is an international organization called Fairfood and they have Fairfood.com and .org. Given that, your current URL seems the best and can signify your location, not a mission to serve just Philadelphia. It might be worth considering FairFoodUSA.org and .com, if your strategic plan has you expanding beyond the Greater Philadelphia region in the future.
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INTERACTIVE
WEBSITES Fair Food’s Website is place for multiple senses to be experienced all at once.
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CONTACTS PROJECT PEOPLE FAIR FOOD Ann Karlen Executive Director phone: 215.386.5211 e-mail: ann@fairfoodphilly.org Christina Dowd Communication & Outreach Director phone: 215.386.5211 e-mail: christina@fairfoodphilly.org DESIGN FOR SOCIAL IMPACT 525 S. 4th Street, studio 589 Philadelphia, PA 19147 phone: 215-922-7303 fax: 215-922-7304 Ennis Carter for Strategy Founder & Director e-mail: ennis@dfsi.org Alex Peltz for Creative Direction Creative Director, Project Coordinator e-mail: alex@dfsi.org Melinda Essig for Visual Elements Lead Designer e-mail: melinda@dfsi.org James Koivunen for Message Elements Head of Message Department e-mail: james@dfsi.org
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DESIGN FOR SOCIAL IMPACT
ABOUT US Since 1996, Design for Social Impact has developed creative communication projects that help call attention to important social issues. We believe that the best communication starts with focused strategy that then gets delivered with an artistic and compelling flair. We help groups achieve those results - whether it’s an organizational identity or promotional campaign. Learn more about our social enterprise and see our online portfolio at: www.designforsocialimpact.org
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