Karinen Family Farms - Logo & Style Guide

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DESIGN PACKAGE

ESPECIALLY PREPARED FOR:

KARINEN FAMILY FARMS BY:

ZACHARY WONG, KRISTAN KARINEN & MATT JACOBUS JULY 2020

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Visual Identity Photos and Logos These design elements will provide a powerful set of tools to help you convey the personality of Karinen Family Farms.

They set the stage for the products & produce you bring to market, and will help you to forge a strong emotional connection with your new brand.

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Logos The key components of your farm’s identity - the logo should always be handled with consistency to ensure the integrity of the brand. These guidelines will help you apply these elements correctly.

The logo is of vital importance to the farm’s identity and should be included on all communications throughout using the following guidelines.

Your new logo was commissioned by Portland, Oregon artist Matt Jacobus in June of 2020. The logo is designed around the most handsome boy on the farm, Ruger the Brittany Spaniel, holding a chicken & an egg.

You can find more of Matt Jacobus’s art at: tacobusart.tumblr.com

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• Minimum size: 1.5” wide

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• Minimum space around logo is 1/8 X its height

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Square logo:

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Horizontal logo: • Minimum size: 4” wide • Minimum space around logo is 1/4 X its height

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All logos: • Do not alter or recolor the logo • Do not crop, rotate, screen, or obscure the logo

KARINEN FAMILY FARMS EST. 2019

Petaluma, Californi✆

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There are several colorways and configurations available, to make the logo as versatile as possible.

More will be added as additional use cases are confirmed

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Typograhy The use of a clean legible fonts helps to convey your messages across quickly and without any misunderstanding. This design packages recommends the following fonts for use in your Packaging, Design, Signage & Website & Web Communications.

Buffon Buffon is a reverse-contrast display typeface with a playful personality and very sassy heavy weight. With four weights, a generous character set, and ligatures & stylistic alts, Buffon shrugs off the tired Spaghetti Western stereotype so often associated with reverse-contrast.

Buffon can be downloaded here: https://www.losttype.com/ font/?name=buffon

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Light

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Regular

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Bold

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Heavy

Casual Line Script Font Casual Line Script typeface is an elegant script typeface designed by Tom Chalkys. Inspired by classic handwritten scripts; Casual Line Scripts holds dear to its imperfections. In its use for Karinen Family Farms; it is only to be used in the long logo for the location of the farm. In this case, Petaluma. It can be downloaded here: https://www.freefonts.io/casual-line-script-font/

Petaluma, Californi✆

Lato

Lato is a sans serif typeface family started in the summer of 2010 by Warsaw-based designer Łukasz Dziedzic (“Lato” means “Summer” in Polish).

In December 2010 the Lato family was published under the Open Font License by his foundry tyPoland, with support from Google.

Lato is recommended for use primarily for use on web-formats only. Lato can be downloaded here: https://fonts.google.com/specimen/Lato#standardstyles

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Light

Light Italic

Regular

Italic

Semi-Bold

Semi-Bold Italic

Bold

Bold Italic

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Photography The use of photography for promotion purposes features two styles of photography: Environmental Portraiture A portrait taken in the subject’s usual environment, such as in a field, barn, coop, home or workplace, that typically illuminates the subject’s life and surroundings. By photographing a person or animal in their natural surroundings, it is thought that you will be able to better capture their character, and therefore portray the essence of their personality, rather than merely a likeness of their physical features.

General Imagery By using distinguishing features of the farm such as the gardens, paddocks, barns with a light source either from the sun (lens flare) or from provided can illustrate the warmth and productivity of the farm in Petaluma. Photos of the iconic animals, residents and plantings not only identify the farm clearly but also strongly resonate with any people who may find your website online.

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Assets The following is a minor sample of assets for packaging.

KARINEN FAMILY FARMS EST. 2019

12 Egg Carton Packaging

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Organic

Petaluma, Californi✆

FARM FRESH EGGS

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