Brand Guidelines - Slow Food USA

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Brand Guidelines

Brand Guidelines

CONTENTSTHE SLOW FOOD USA BRAND2THE LOGOLogo Configurations2The Single Color Logo3The Logo Reversed3Clear Space4Minimum Size5Incorrect Usage6Chapter Logos7TYPOGRAPHY8COLOR9TRADEMARK AND COPYRIGHTThe Slow Food USA ChapterLogo & Name Usage Policy10What to do about logo misuse11 – 12LOGO CATALOGLogo – Digital Artwork13Slow Food USA Brand Guidelines ( 1 )

THE SLOW FOODUSA BRANDThese guidelines provide the basic elements of theSlow Food USA brand identity – the logos, typographyand color. They are the component parts which, whenput together, form the foundation of our identity.Please follow the guidelines carefully when creatingany piece of Slow Food USA communication. By doingthis you will help us build and maintain a clear,consistent brand.The symbol of the stylized snail and the name SlowFood USA are a registered trademark, and as such issubject to the laws of copyright and is protected bythem. The Slow Food trademark cannot be used orreproduced without permission.The Slow Food USA logos were created with closeattention to Slow Food International’s code of use forthe brand. There are only two configurations of theSlow Food USA logo. No configuration other than thoseshown here should ever be used.THE LOGOLogo ConfigurationsThere are only two primary configurations of the logo,a single line version and a ‘stacked’ version, bothare shown below. No other configuration of the logoshould be created (see page 6).Single Line VersionStacked VersionSlow Food USA Brand Guidelines ( 2 )

THE LOGOThe Single Color LogoThe Logo ReversedSingle color (mono) versions of the logo in solid blackexist for use on black and white material such as in anewspaper advertisement or a piece to be printed onan office printer.White (reversed) versions of the logo exist for use onsolid backgrounds. It should always be ensured thatsufficient contrast exists for quality results.Single Line Version monoStacked Version monoExamples of the single line version of the logo reversed.Slow Food USA Brand Guidelines ( 3 )

THE LOGOClear SpaceThe Slow Food USA logo should always be placed clear ofother graphic elements such as text and photography.This helps maintain the impact and integrity logo bygiving it some clear space to ‘breathe’.No other graphic material should be closer than theheight of the snail, in both versions of the logo, shownbelow as X. Clear space forming a rectangle must bemaintained above, below and on either side of the logoat all times.XXXXMinimum clear spaceSlow Food USA Brand Guidelines ( 4 )

THE LOGOMinimum SizeThe Slow Food USA logo should never be reproducedsmaller than ¾ of an inch for the stacked version and1¼ inch for the single line version. Any smaller thanthis and the legibility of the snail element in particularis compromised.¾"1¼ "Minimum size limitationsSlow Food USA Brand Guidelines ( 5 )

THE LOGOIncorrect UsageThe digital logo artwork should not be altered,recreated, or re-typeset in any way. No otherconfigurations should be created. Some examples ofwhat not to do are shown here. Always use the digitalartwork logo files provided.NEVER add elements to the logoNEVER distort or warp the logoNEVER randomly change the color of the logoNEVER reconfigure the logoNEVER place the logo over a busyphotograph or graphicSlow Food USA Brand Guidelines ( 6 )

CHAPTER LOGOSEach Slow Food USA chapter is provided a set ofstandardized logos bearing the chapter name.Single color (mono) and color versions of the logoexist in ‘stacked’ and single line configurations forchapter use. The chapter name should be listedbelow the Slow Food type in Helvetica Neue Light,16.5 point font, and all capital letters.Chapter names should not exceed the length of theSlow Food type. If the chapter name islonger than the Slow Food type, the name shouldbe divided between two lines below the logo. Thechapter name should never be separated from thesnail image. The image of the snail should never beused on its own.Questions concerning chapter logo usage and logorequests should be directed to the National Office.Please note that use of Slow Food USA or Slow FoodInternational logos is distinct from chapter logosand requires permission.Any logo collateral (decal, sticker, etc) grantedto a business, organization, or other entity asrecognition must include the year the logo wasgranted.Single Line VersionSingle Line VersionStacked Version monoStacked Version monoSlow Food USA Brand Guidelines ( 7 )

TYPOGRAPHYBauer BodoniThe font used in the the “Slow Food USA” logotype isBauer Bodoni Roman. This font should not be usedon any other pieces of communications in order tomaintain the integrity of the logo.abcdefgHelvetica RegularabcdefghijklmnopqrstuvwxyzSuggested Sans Serifs FontsAs a point of contrast to the serif font used in the logo,we recommend two sans serif typefaces to use on allcommunications. They are both clear and legible andused the world over by designers who want clarityof communication without using distracting, overlydecorative or ‘dated’ typefaces.They have also been chosen because they comeinstalled on all computers. They are Verdana on aPC and Helvetica on a Mac. They are very similar inappearance and all chapters should have access toone if not both fonts in which case Helvetica is thepreferred font.ABCDEFGHIJKLMNOPQRSTU1234567890abcdefgVerdana RSTU1234567890Slow Food USA Brand Guidelines ( 8 )

COLORThe Slow Food USA brand color is ‘Slow Food USA Red’.When printed in four color CMYK its breakdown is:C 10, M 100, Y 100, K 0. The solid spot color is PMS485C and the corresponding web color #da2028.Along with this red an additional color palette has beencreated for use in communications. Select colors thatreflect the vibrancy of nature and the seasons havebeen chosen for this color palette.There are four additional colors to choose from. Shownhere are the CMYK and web color specifications (#)for the color palette. CMYK refers to the colors used infour-color process printing; C Cyan, M Magenta, Y Yellow, K Black or Key. The web colors are precededby the # symbol.The colors in these guidelines have been digitallyprinted and do not match the Pantone standardsexactly. Similarly the screen colors displayed inthe PDF version of the document on your computermonitor are not a good indication of how they will printor display online.Slow Food USA RedPMS 485 CC 10, M 100, Y 100, K 0#da2028Slow Food USA GrayC 80, M 65, Y 65, K 0#525252Slow Food USA LimeC 30, M 0, Y 100, K 0#c14308Slow Food USA OrangeC 0, M65, Y 95, K 0#f6782bSlow Food USA BlueC 70, M 0, Y 0, K 10#00afdeFor all color reference please use the Pantone MatchingSystem Standards or a Web color reference guide.Slow Food USA Brand Guidelines ( 9 )

TRADEMARK ANDCOPYRIGHTThe Slow Food USA Chapter Logo & NameUsage PolicyThe name “Slow Food USA” and “Slow Food” are bothregistered trademarks that derive protection fromthose laws. Your chapter is authorized to use thewords “Slow Food” as part of your chapter name and inyour printed and online materials to promote the SlowFood USA mission and programs.Slow Food USA chapters should only use the logo thatwas provided to them, which includes the snail imageand copy that designates the name of their chapter.The chapter name should never be separated from thesnail image. The image of the snail should never beused on its own.In the case that a chapter wishes to use the “Slow FoodUSA” logo and name independent of the chapter logoand name, special authorization must be obtainedfrom the Slow Food USA national office. Use of thename for personal or business purposes is strictlyforbidden. The right to use the name – and the logoand name – is a revocable license and as such can berevoked by Slow Food USA at any time.What to do about logo misuseThe Slow Food logo usage policy (above) stipulatesthat the chapter name and logo are only to be usedby Slow Food chapters, and the national logo is onlyto be used by Slow Food USA. Commonly, restaurantsand other businesses want to use the logo on theirmenu, web site or in advertising. While it’s importantto protect our name and brand, it’s also important notto alienate people who identify with Slow Food andwant to promote the organization. We do *not* wantchapter leaders to spend valuable time policing howthe name and logo are used, but if you are approachedby someone or you see the logo being used improperly,we offer the following suggestions. C ontact the person and start the conversation on apositive note: introduce yourself and the chapter,and what you do locally. Find out if the person isinterested in getting involved in the chapter.Slow Food USA Brand Guidelines ( 10 )

TRADEMARK ANDCOPYRIGHTWhat to do about logo misuse continued E xplain that the Slow Food name and logo aretrademark-protected by Slow Food International,and may be used only by the organization. Statethat you noticed a misuse of the logo, and suggestanother way for them to show their support of theorganization. A few ideas are: having postcards orbrochures available for people to take at the cashregister; a note on their door/menu that says “Wesupport Slow Food *Chapter Name*” or “We supportgood, clean and fair food”; a poster displayed on thewall. I nvite the person to become a member, co-plan anevent, or get involved in another way. When a personbecomes a member, they are welcome to list theirbusiness affiliation on their membership in additionto their individual name (all memberships require anindividual name). The individual is the member, notthe business. R emember that Slow Food USA and Slow FoodInternational have published guidebooks featuringrestaurants, markets, bars and other businesses,and it can be common for businesses to assumeit’s okay to use the logo. I f absolutely necessary, the National Office canprovide you with a “cease and desist” letterregarding logo use.Slow Food USA Brand Guidelines ( 11 )

LOGO CATALOGLogo – Digital ArtworkShown here are the current versions of the SlowFoodUSA logo as of September 2010. Use logos with thesefile names in all graphics to avoid using out of dateversions that dont have the correct Red breakdown orold configurations.There are only six correct versions of the logo, theyare shown here with their file names. They are a Spotcolor (PMS) version of each logo, two CMYK versionsand two single color (mono) black versions (thesecould be used for creating reversed white versions ifrequired).The correct versions of the Slow Food USA logo canbe obtained via request to individuals or groups andchapters authorized to use them.Please note, the stacked version of the logo has beenmodified in 2010 so be sure to use only the filesnamed here.SFUSA stacked PMS485C.epsSFUSA horiz PMS485C.epsSFUSA stacked cmyk.epsSFUSA horiz cmyk.epsSFUSA stacked mono.epsSFUSA horiz mono.epsSlow Food USA Brand Guidelines ( 12 )

SLOW FOOD USA20 Jay Street, Suite M04Brooklyn, NY 11201 1 718 260 8000www.slowfoodusa.org

Slow Food USA Brand Guidelines ( 2 ) THE SLOW FOOD USA BRAND These guidelines provide the basic elements of the Slow Food USA brand identity - the logos, typography and color. They are the component parts which, when put together, form the foundation of our identity. Please follow the guidelines carefully when creating

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