Rev. April 2021

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Corporate Brand StandardsRev. April 2021For external use.042021/361664

OverviewThe Gordon Food Service logo capitalizes on two keyequity elements:1. Color2. ShapeThe Gordon Food Service logo is clean, strong, identifiable andShapeThe overall shape of the Gordon Food Service logo has a dynamicpresence and denotes a strong and solid appearance, while alsobeing personable, contemporary and fresh—attributes that reflectour position in the foodservice industry. The proportions must bemaintained and may not be stretched or condensed in any direction.modern—a reminder of our brand and the people behind itwherever it is used.ColorRed and gray are the highly recognizable colors of the GordonFood Service logo. These colors will maintain the consistent visualidentity that is important for the Gordon Food Service image.Corporate Brand StandardsOverview Usage Clear Zone Restrictions Size Color Typefaces Co-Branding Amenities Fleet Architectural SignagePage 2

UsageLogomarkOur logo derives its distinctiveness from the typeface, the way theletters are aligned and the placement of the registration symbol.Typographic TitleFirst instance of use:Gordon Food Service Gordon Food Service Store Gordon Restaurant Market Second and subsequent use for external instances:Gordon Food ServiceGordon Food Service StoreGordon Restaurant MarketCorporate Brand StandardsOverview Usage Clear Zone Restrictions Size Color Typefaces Co-Branding Amenities Fleet Architectural SignagePage 3

Clear ZoneThe Gordon Food Service and Gordon Food Service Store logosshould always be surrounded by a clear space at least the width ofthe "n" in Gordon.The Gordon Restaurant Market logo should always be surroundedby a clear space at least the width of the "M" in Market.Registration marks, as indicated by the ( ) designation, areimportant. These symbols inform the public of our exclusive claimto the use of our marks.Corporate Brand StandardsOverview Usage Clear Zone Restrictions Size Color Typefaces Co-Branding Amenities Fleet Architectural SignagePage 4

RestrictionsDo not apply effects like drop shadows,bevels or stretched proportions.Do not miscolor or outline the logo.Do not alter the logo layout.Do not fill the logo with imagery or patterns.Do not alter the logo and tagline layout.Do not apply a safety-net or halo aroundthe logo.Do not abbreviate or truncate thecompany’s full name.Gordon'sGordon's StoreGordon FoodsGFS StoreDo not use the G in Gordon as a brandedelement. The two exceptions to this are asa landmark on Gordon Food Service Storebuildings and in Gordon Food Service createdsoftware where the name would be difficultto read.Corporate Brand StandardsOverview Usage Clear Zone Restrictions Size Color Typefaces Co-Branding Amenities Fleet Architectural SignagePage 5GFSGordon Market, GRM

SizeThe Gordon Food Service, Gordon Food Service Store,and Gordon Restaurant Market logos have certain minimum sizerequirements that should be followed to maintain readability.11 2"11 2"PrintWhen logo is printed (office copier or professional print methods),the minimum logo width should be 1 1 2."11 2"DigitalWhen logo is to appear digitally (on-screen, projected presentation),the minimum logo width should be 100 pixels.100 px100 px100 pxCorporate Brand StandardsOverview Usage Clear Zone Restrictions Size Color Typefaces Co-Branding Amenities Fleet Architectural SignagePage 6

Size (continued)EmbroideryFor shirts, we recommend a logo widthof 2 3 4". For children's, small women'sand other nonstandard amenities,23 4"23 4"vendors may use their discretion whendetermining size of the logo.Embroidery ExceptionsAny use under 5" wide does notrequire the registration mark.23 4"Screen PrintingFor shirts that are screen printed, werecommend a logo width of 3". Forchildren's, small women's and othernonstandard amenities, vendors mayuse their discretion when determining3"3"size of the logo.Screen Printing ExceptionsAny use under 5" wide does notrequire the registration mark.3"Corporate Brand StandardsOverview Usage Clear Zone Restrictions Size Color Typefaces Co-Branding Amenities Fleet Architectural SignagePage 7

Only for use on darkbackgrounds.ColorPrint When the logo is printed (office copier or professional printmethods), use the 4-color process (CMYK) logo. If a professionalCMYK0.100.100.80.0.0.800.0.0.20printer requires Pantone colors, that may be used as an alternative.PANTONE Coated186CCool Gray 10CCool Gray 3CDigitalPANTONE Uncoated1797UCool Gray 10UCool Gray 3UWhen the logo is to appear digitally (onscreen, , websites) use the RGB logo.Color Hex#c80000#505050#c8c8c8OtherEmbroidery Thread#1147*#1361*#1011*When the logo is to be embroidered or screen printed, specialattention will be required so the deep red matches Pantone 186CVinyl Decaland is not a hue that’s too pink or orange.Corporate LogoFrom the options at right, choose the correct logo based on theeasiest readability.Illuminated Sign Vinyl3M 680CR-103M 680CR-82White ReflectiveRuby RedPrinted withReflectiveCool Gray 10C3M 3630-73Dark RedTranslucent3M 3635-91Day/Night FilmSmoke Gray*Madeira Embroidery Threads.Color LogoThe color logo with the dark gray “Food Service” is preferred for bestreadability on light backgrounds, approximately 20% black or lighter.If the logo will be printed on a dark color background equivalent to80% black or darker, then the light gray version of the logo may beused for the registration mark, “Food Service” and tagline.White LogoA white logo may be used on red backgrounds for maximumreadability, or applications where only a single-color logo can beused on a dark background color.Black LogoA black logo may be used on white backgrounds in black-and-whiteprinting or on other single-color uses where there are light backgrounds.Corporate Brand StandardsOverview Usage Clear Zone Restrictions Size Color Typefaces Co-Branding Amenities Fleet Architectural SignagePage 8Only foruse on darkbackgrounds.

Corporate TypefacesThe same way our logo consistently represents our identity, thetypeface used in corporate publications also have a consistentappearance. The primary typefaces chosen for this purpose areGotham Suite OT and Museo.Gotham Suite OTVersions of the Gotham font collection can be used when creatingTypeface ExceptionsQuickpenQuickpen is the font of our tagline, “Always At Your Table .” Itshould be reserved for special use cases, such as titles or headlines.Digital Applicationsmarketing materials: Light, Book and Narrow for body copy,RobotoMedium for subheadlines and Bold for headlines.In digital applications, the Roboto typeface can be used as anMuseo 500The Museo 500 font can be used as the headline copyfont when creating marketing materials to add character toan advertisement. Additionally, Museo 100, 200, 300, 400, 700,alternative to Gotham OT.Approved corporate typefaces must be used for all corporate communications.If a license for these typefaces is not available to you, purchase a license.For any questions on our visual identity, email CompanyBrand@gfs.com.900 can be used to create appropriate heirarchy and legibility.Corporate Brand StandardsOverview Usage Clear Zone Restrictions Size Color Typefaces Co-Branding Amenities Fleet Architectural SignagePage 9

Co-BrandingIn all co-branding applications where the Gordon Food Servicelogo appears with other vendor logos, the Gordon Food Servicename and logo should be prominent and properly treated withregard to color, size and spacing.NameWhen another company’s name appears with Gordon Food Servicein text on printed material created by Gordon Food Service, ourlogo should be displayed first (see the Usage section for how thecompany name can be represented in typographically).LogoThe Gordon Food Service logo is always placed on the left, withthe other company’s logo on the right.Fill a truck and feed 40,000right here in West Michigan!If every person donated one bag of food, we would meet our goal to fill thistruck! Get your friends together and let’s show firsthand the impact ofGordon Food Service to our community!Donation closes Friday, October 17!Two donation options:1. Donate a bag of food2. Donate 5.00 (to your charity jeans day coordinator)and receive a tote bag as a thank you.Either way, you can wear jeans on Friday!Thanks for your help–let’s fill the truck!Collection boxes are located in the kitchen areas throughout each building.FOOD:Mac & CheeseSoupCanned Veggies & FruitPeanut ButterPERSONAL CARE:Toilet PaperDetergentShampooDeodorantToothpasteRice (Brown Especially)PastaCanned Meats (Tuna, Chicken)ToothbrushesMouthwashFeminine Products (Pads, Tampons)Baby Diapers (Disposable)Adult Diapers51214Corporate Brand StandardsOverview Usage Clear Zone Restrictions Size Color Typefaces Co-Branding Amenities Fleet Architectural SignagePage 10

Gordon Gear, Apparel & AmenitiesThe Gordon Food Service name and logo appear in many places,including novelty uses such as baseball-style caps, apparel,water bottles, and golf balls. We welcome the use of the nameand logo as a way to spread brand recognition. When using thename and logo, the rules established in the Visual Identitysection apply.Embroidery Logo SizeFor shirts, we recommend a logo width of 23 4". For children's, smallwomen's and other nonstandard amenities, vendors may use theirdiscretion when determining size of the logo.Embroidery ExceptionsAny use under 5" wide does not require the registration mark.Screen PrintingFor shirts that are screen printed, we recommend a logo width23 4"of 3". For children's, small women's and other nonstandardamenities, vendors may use their discretion when determiningsize of the logo.Screen Printing ExceptionsAny use under 5" wide does not require the registration mark.For any questions on name and logo application, emailCompanyBrand@gfs.com.3"Corporate Brand StandardsOverview Usage Clear Zone Restrictions Size Color Typefaces Co-Branding Amenities Fleet Architectural SignagePage 11

Gordon Gear, Apparel & Amenities(continued)Only for use on darkbackgrounds.Color SpecificationsWhen logo is to be embroidered or screen printed, specialattention will be required so the deep red matches Pantone186C and is not a hue that’s too pink or orange.CMYKApparel ColorPANTONE CoatedThe color logo should be used whenever applying the logo toRGBapparel, except for when the apparel is red; in these cases, theEmbroidery Threadwhite logo should be used on red apparel.0.100.100.80.0.0.800.0.0.20186CCool Gray 10CCool Gray eira Embroidery Threads.For the best visual representation of the color logo, apparelcolor should be black or dark gray (80% or darker), light gray(20% or lighter) or white or neutral fabric colors such as lightbeige or light tan.Typeface SpecificationsThe Gordon Food Service company name may be spelled outin place of the logo in some cases. In these instances, the fontGotham should be used.For any questions on name and logo application, emailCompanyBrand@gfs.com.Corporate Brand StandardsOverview Usage Clear Zone Restrictions Size Color Typefaces Co-Branding Amenities Fleet Architectural SignagePage 12

Corporate Brand Standards Page 3 Overview Usage Clear Zone Restrictions Size Color Typefaces Co-Branding Amenities Fleet Architectural Signage Usage Logomark Our logo derives its distinctiveness from the typeface, the way the letters are aligned and the placement of the regi

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