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SMITHFIELD BRANDING GUIDEArt 335 - Identity Design
Chris Bawden
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1 PHILOSOPHY2 MISSION & TRADITION
3 VALUES
4 OUR TAGLINE, OUR COMMITMENT
5 DEMOGRAPHICS
6 BRAND & IDENTITY
7 OUR BRAND MARK
8 PRIMARY COLORS - BRANDMARK
9 PRIMARY COLORS - BRANDMARK
10 PRIMARY COLORS - SEAL
11 BRANDMARK VARIATIONS
12 SEAL VARIATIONS
13 INCORRECT USE
14 MINIMAL SIZE AND SPACING - BRANDMARK
15 MINIMAL SIZE AND SPACING - SEAL
16 BRAND IMAGERY
17 SHAPES, PATTERNS, AND TEXTURES
18 PHOTOGRAPHY
19 ILLUSTRATIONS
20 TYPOGRAPHY21 FONTS
22 STATIONERY
23 FULL SET
24 LETTERHEAD
25 ENVELOPE
26 BUSINESS CARD
27 SHIPPING TRUCK
28 SMALL SHIPPING TRUCK
29 PACKAGING
30 SEASONED OLIVE OIL
31 BUTCHER PACKAGING
32 MISCELLANEOUS
33 UNIFORMS & SIGNAGE
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SMITHFIELD BRANDING GUIDE PHILOSOPHY 1
CHRIS BAWDEN - ART335
PHILOSOPHY
PHILOSOPHYSECTION 1
PHILOSOPHYSECTION 1
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SMITHFIELD BRANDING GUIDE PHILOSOPHY 2
CHRIS BAWDEN - ART335
PHILOSOPHYMISSION & TR ADITION
We are about offering the best to our customers. Itsabout the people we serve not the money we get. This isour tradition.
FOCUS:
Because quality and getting the best product fortheir money is important to the people of Sausalito,Smithfield is dedicated to bring them just that.Residences of Smithfield are older and mature; they value a traditional experience and feel. At Smithfieldsyour experience is our business. First we work hardto offer our customers the best quality produce and
seafood California has to offer. Second we striveto provide our customers with the best shopping
experience we can give them. Service and quality areour driving values at Smithfield. hat is why we haveadopted the motto, aste the Best of CaliforniasCoast. We order only the best fish and produce fromlocal farmers and fishers to not only ensure quality ofproduct but to promote Californias economy as well.We believe in building the community we call home.
Its not just about business to us its about people.We care for our customers because we know them,
and they know us. We believe in the traditional wayof doing business, focusing on quality service andthe customer. Our goal is to bring those traditionsback to the food market industry and make better thecustomer experience.
Its not just about business to usits about people. We care for ourcustomers because we know them, andthey know us.
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SMITHFIELD BRANDING GUIDE PHILOSOPHY 3
CHRIS BAWDEN - ART335
PHILOSOPHYVALUES
Because quality and getting the best product fortheir money is important to the people of Sausalito,Smithfield is dedicated to bring them just that.Residences of Smithfield are older and mature; they value a traditional experience and feel. At Smithfieldsyour experience is our business. First we work hardto offer our customers t he best quality produce and
seafood California has to offer.Second we strive to provide our customers with thebest shopping experience we can give them. Serviceand quality are our driving values at Smithfield. hat
is why we have adopted the motto, aste the Best ofCalifornias Coast . We order only the best fish andproduce from local farmers and fishers to not onlyensure quality of product but to promote Californiaseconomy as well.
We believe in building the community we call home.Its not just about business to us its about the people.We care for our customers because we know them,and they know us. We believe in the traditional wayof doing business, focusing on quality service and thecustomer. Our goal is to bring those traditions back to
the food market industry and change the way peoplefeel about shopping. his focus is what drives us todo our best here at Smithfield.
Its not just about business to us itsabout the people. We care for ourcustomers because we know them, andthey know us.
QUALITY SERVICE TRADITIONAL KNOWLEDGEABLE
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SMITHFIELD BRANDING GUIDE PHILOSOPHY 4
CHRIS BAWDEN - ART335
PHILOSOPHYOUR TAGLINE, OUR COMMITMENT
We have a commitment to quality food and s ervice.Our brand image should never convey otherwise.Our brand mark, colors, images, and writtencommunication should always be clear and honestlyrepresent our company. his is where the taglinecomes into play. Since Smithfield is dedicated toworking with local farmers and fishers to bringonly the best to our customer we felt that it wasappropriate to single out and capture this mentality.
We know that not every product we carry can comefrom California but we try our best to ensure thatmuch of it does. We do this because we want topromote the local economy as much as we can andbecause we know that California has so much tooffer in terms of quality food. Californias moderate,Mediterranean climate, coupled with the s tates fertilesoil and diverse land resources make it ideal for yearround production of many types of quality produce.
his combined with the variety of fish found offCalifornias coast make California the ideal placefor us to find the best seafood and produce for ourcustomers. Our tagline is really more of our promiseto bring our customers only the best of the best.
TASTE THE BEST OF CALIFORNIAS COAST
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CHRIS BAWDEN - ART335PHILOSOPHY
he target audience for Smithfield is older men and womenfrom their late 30s to early 60s with a median age of 51.
hey are married and have no kids living at home. heyare educated (over 70% having a bachelors degree and over25% having a masters or higher) and have worked hardto establish themselves well in their careers. Because ofthis they are also well established in their life. hey have
made a home out of Sausalito and are established in theircommunity.
With a median income of over a hundred thousand ayear, our audience has the money to pay for expensiveproducts and would value the quality of a product overa lower price. Also many members of our audience workin high management positions so we believe they wouldbe accustomed to making informed decisions about workand their life. Because of this we know that this decision-
making will carry on into their food choices. And becausethey are older, they value their health. hese two thingscombined tell us that they want the best and they want tomake an informed decision about their food and what theyare putting into their body.
With this in mind we also know that our audience is
unconventional and free spirited. hey enjoy the adventureof trying something new. Shopping to them would be anenjoyable experience. It would be a time for them to slowdown and enjoy the atmosphere and fine food. o themits less about checking of the grocery l ist and more aboutfinding something good. Because of this, atmosphere andthe shopping experience are important to our audience.And because of their wealth and artistic influence inSausalito we know that our audience is accustomed to andappreciates good style.
OUR AUDIENCE
DEMOGRAPHICS
Age: 40 - 55
Ethnicity: White
Marital Status: Married (no kids)
Average income: $100,000 per yrEducation: Bachelors (or higher)
Employment: Executives or higherlevel management, Doctors, Lawyers
Food Preference: Healthy
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CHRIS BAWDEN - ART335BRADING & IDENTITY
PHILOSOPHYSECTION 1
BRAND & IDENTITYSECTION 2
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CHRIS BAWDEN - ART335BRADING & IDENTITY
hese two logos are used consistently on all our productsand packaging. hey should be applied to It should alsobe applied to all signage, advertising, and other p eripheralmaterials.
LOGOS
he Smithfield logo should never be re-drawn or alteredin any way. It should never be used as part of any othersymbol or logo type.
Depending on your area of application your uses eitherof these two versions.
he logo should always appear in its pure form and standon its own with clear space surrounding it on all sides.
Always use the vector versions of the logo to avoiddistortion of image in any way.
USE LIMITS
OUR BRAND MARK
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CHRIS BAWDEN - ART335BRADING & IDENTITY
TRUE YELLOW
LIGHT GREY
DARK GREY / GREY
C= 0M= 7Y= 100K= 6
C= 0M= 10Y= 100K= 15
C= 0M= 0Y= 0K= 50
C= 0M= 0Y= 0K= 92
C= 0M= 0Y= 0K= 30
R= 231G= 206B= 42
R= 254G= 237B= 39
R= 133G= 133B= 134
R= 53G= 53B= 53
R= 175G= 175B= 176
HEX= E7CD2A
HEX= CDB42A
HEX= 858586
HEX= 353535
HEX= AFAFB0
WHEN DISPLAYED ON LIGHT BACKGROUND
BRANDING & IDENTITYCHRIS BAWDEN - ART335
PRIMARY COLORS - BRANDMAR K
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SMITHFIELD BRANDING GUIDE BRADING & IDENTITY 9
CHRIS BAWDEN - ART335BRADING & IDENTITY
NOTE:
CHRIS BAWDEN - ART335BRANDING & IDENTITYPRIMARY COLORS - BRANDMAR K
CHRIS BAWDEN - ART335
C= 0M= 0Y= 100K= 5
R= 240G= 229B= 39
HEX= F0E027
C= 0M= 0Y= 0K= 15
R= 213G= 213B= 213
HEX= D5D5D5
C= 0M= 7Y= 100K= 6
R= 231G= 206B= 42
HEX= E7CD2A80 % OPACITY
WHEN DISPLAYED ON DARK BACKGROUND
Te colors on this page are the colors to use for the logo when it is displayedon a dark background. Because background value affects the appearance ofthe value of the colors in the logo, the colors here are slightly different thanthose on the previous page.
C= 0M= 0Y= 0K= 30
R= 175G= 175B= 176
R= 255G= 255B= 255
HEX= AFAFB0
HEX= FFFFFF
TRUE YELLOW
HIGHLIGHT GREY
WHITE / LIGHT GREY
C= 0M= 0Y= 0K= 0
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SMITHFIELD BRANDING GUIDE BRADING & IDENTITY 10
CHRIS BAWDEN - ART335BRADING & IDENTITY
CHRIS BAWDEN - ART335BRANDING & IDENTITYPRIMARY COLORS - SEAL
CHRIS BAWDEN - ART335
WHEN DISPLAYED ON DARK BACKGROUND
C= 0M= 0Y= 100K= 5
R= 240G= 229B= 39
HEX= F0E027
C= 0M= 10Y= 100K= 15
R= 254G= 237B= 39
HEX= CDB42A
C= 0M= 0Y= 0K= 50
R= 133G= 133B= 134
R= 255G= 255B= 255
HEX= 858586
HEX= FFFFFF
TRUE YELLOW
C= 0M= 0Y= 0K= 8
R= 232G= 232B= 233
HEX= E8E8E9
SILVER
DARK GREY / GREY
C= 0M= 0Y= 0K= 0
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SMITHFIELD BRANDING GUIDE BRADING & IDENTITY 12
CHRIS BAWDEN - ART335BRADING & IDENTITY
ACCEPTABLE VARIATIONS
COLORS
CDB42A 353535 858586 AFAFB0
FFFFFF
NOTE:
hese versions of the Smithfield brand mark makeup the acceptable color variations (other than theprimary full color version) that can be used. heyshould only be used when it is not possible to usethe that primary color version.
SEAL VARIATIONS
he s ingle color vers ion against the blackbackground doesnt have the line texture behind thecrab icon and anchor. his is because when the logois in this format the shadow pattern interferes withthe integrity of the logo and is therefore removed.
Two Color Grey Scale Single Color
S E A S I D E
M A R K E T
S E A S I D E
MARKET
SEASIDE
MARKET
SEASIDE
MARKET
SEASIDE
MARKET
S E A S I D E
MARKET
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SMITHFIELD BRANDING GUIDE BRADING & IDENTITY 13
CHRIS BAWDEN - ART335BRADING & IDENTITY
Do not skew the logo in any way. Youmay scale graphic as needed. Howeveralways scale proportionally. And whenscaling graphic consider minimal sizerequirements.
Never modify or substitute any part ofthe logo.
Do not skew Remove parts of the logo.When displayed it must be displayed inwhole. Te exception to this is when usingthe crab or anchor as minor elements in various designs.
Do not use any other colors, other thanwhat is specied in the Primary Colorssection of this guide.
Do not substitute any fonts in the logo.
INCORRECT USE
SEAS IDE MARKET
he guidelines given here for this logo variation apply to seal variation given in this guide as well
Meaning any logo given in this guide is to adhere to the same guidelines shown above.
NOTE:
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SMITHFIELD BRANDING GUIDE BRADING & IDENTITY 14
CHRIS BAWDEN - ART335BRADING & IDENTITY
he Smithfield logo should never be displayed smallerthan 1 / (measured from left to right).
MINIMUM SIZE
o help keep the visual integrity of the brandmark, theSmithfield logo should never be crowded by other elements.
he one exception to this rule is when the logo is use on variousproduct packaging where substantial room is not available. Inthis instance it is left to the designer how much spacing will begiven to the logo while staying as close to the visual guidelinesgiven here as possible.
CLEAR SPACE
MINIMAL SIZE AND SPACING - BRANDMARK
Minimum Width:
1 /
Use the height of theS to measure a theclear space aroundthe logo.
NOTE:
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SMITHFIELD BRANDING GUIDE BRADING & IDENTITY 15
CHRIS BAWDEN - ART335BRADING & IDENTITY
he Smithfield seal should never be displayed smallerthan 1 (measured from left to right).
MINIMUM SIZE
o help keep the visual integrity of the brandmark, the Smithfieldseal should never be crowded by other elements.
he one exception to this rule is when the logo is use on variousproduct packaging where substantial room is not available. Inthis instance it is left to the designer how much spacing will begiven to the logo while staying as close to the visual guidelinesgiven here as possible.
CLEAR SPACE
MINIMAL SIZE AND SPACING - SEAL
Minimum Width:
1
Use the height of theanchor to measure athe clear space aroundthe logo.
NOTE:
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SMITHFIELD BRANDING GUIDE BRAND IMAGERY 16
CHRIS BAWDEN - ART335BRAND IMAGERY
BRAND IMAGERYSECTION 3
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SMITHFIELD BRANDING GUIDE BRAND IMAGERY 17
CHRIS BAWDEN - ART335BRAND IMAGERY
he following are a few elements that are included in thebranding and will be consistent throughout all marketingmaterials. hese elements are to be used sparingly andalways with the identity of the company in mind.
here are two prevailing textures used in smithfieldsbranding. hese texture should be used sparingly. heSmithfield brand should favor clean uncluttered designusing preferably white as its base texture. extures are agreat way to create visual interest in marketing materialsbut if overused can make the design and brand lo ok cheap.If possible use these textures sparingly to avoid this hazard.
SHAPES
TEXTURES
SHAPES, PATTERNS, AND TEXTUR ES
Other sea-life silhouettes, such as a Salmon, may be usedwith discretion (and never in the logo). When using thesesilhouettes be sure to use only simple yet anatomically correctsilhouettes of the animal (like the sil houettes shown here).
NOTE:
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SMITHFIELD BRANDING GUIDE BRAND IMAGERY 18
CHRIS BAWDEN - ART335BRAND IMAGERY
Photography plays an important rolein communicating our brand identity.When finding photography for marketingmaterials seek out photographs that aresimilar in style to these images here.
Seek a feeling of sophistication
Darker hard light
ightly framed shot of food
Seek an artistic stylized look
Avoid young perfect models andperfect produce
Include stains and dirt
Seek poised shots
Seek a vintage look
PHOTOGRAPHY
GUIDELINES
STYLE
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SMITHFIELD BRANDING GUIDE BRAND IMAGERY 19
CHRIS BAWDEN - ART335BRAND IMAGERYILLUSTRATIONS
It would be good to include illustrationswhen creating new marketing materials.Illustrations are a great way to complimentthe design but should seldom be used asthe primary image. Elements such as thesilhouettes can be multiplied over the
illustrations to help create a dynamic imagein the design. Follow these guidelines forchoosing illustrations:
GUIDELINES
Black and white Vintage lithographs
Black and white Vintage engravings
STYLE
Produce
Farm animals
Fish & Sea-life
Sail ships
Nautical themed images
SUBJECT MATTER
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SMITHFIELD BRANDING GUIDE TYPOGRAPHY 20
CHRIS BAWDEN - ART335TYPOGRAPHY
TYPOGRAPHYSECTION 4
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SMITHFIELD BRANDING GUIDE TYPOGRAPHY 21
CHRIS BAWDEN - ART335TYPOGRAPHYFONTS
Lonestar is to be used for subheads (in rare cases itcan be used as headline). It should always be set in all-capital letters. It should be used as an accent typeface(or subhead) with the Duke type family.
A A B B C C D D E E F F G G H H I I J J K K L L M M
N N O O P P Q Q R R S S T T U U V V W W X X Y Y Z Z
Duke is the typeface used in headlines for all ourSmithfield marketing materials. Use only the fillstyle of this font.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Rr Ss Tt Uu Vv Ww Xx Yy Zz
Minion Pro is the font to use for extensive bodycopy. Other weights within this family may be usedto better establish hierarchy within the paragraph,however this is to b e done sparingly.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv WwXx Yy Zz 1 2 3 4 5 6 7 8 9 0
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv WwXx Yy Zz 1 2 3 4 5 6 7 8 9 0
Gotham is to be used for all call-outs, quotes,taglines, and as a secondary subhead. In theinstances where the font is used in call-outs, taglines,or subheads it is to be set in all-capital letters.
he three weights that should be used are light,medium and bold. Whichever is fits best for the
intended application.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss TtUu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss TtUu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0
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SMITHFIELD BRANDING GUIDE STATIONERY 22
CHRIS BAWDEN - ART335STATIONERY
STATIONERYSECTION 5
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SMITHFIELD BRANDING GUIDE STATIONERY 23
CHRIS BAWDEN - ART335STATIONERY
ITEMS
FULL SET
Letterhead
Envelope
Business Card
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SMITHFIELD BRANDING GUIDE STATIONERY 24
CHRIS BAWDEN - ART335STATIONERYLETTERHEAD
SIZE
8.5 x 11 Inches
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SMITHFIELD BRANDING GUIDE STATIONERY 25
CHRIS BAWDEN - ART335STATIONERY
SIZE
ENVELOPE
4.125 x 9 Inches
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SMITHFIELD BRANDING GUIDE STATIONERY 26
CHRIS BAWDEN - ART335STATIONERYBUSINESS CARD
2 x 3.5 Inches
SIZE
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SMITHFIELD BRANDING GUIDE SHIPPING TRUCK 27
CHRIS BAWDEN - ART335SHIPPING TRUCK
SHIPPING TRUCKSECTION 6
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SMITHFIELD BRANDING GUIDE SHIPPING TRUCK 28
CHRIS BAWDEN - ART335SHIPPING TRUCK
Since Smithfield is a local market in Sausalito California we have introduceda fleet of smaller delivery trucks to serve this areas more efficiently. his isdesigned to transport goods from the warehouse to the store. And since it dropsdirectly to the store its the vehicle that gets the most local exposure. his is thetruck people will associate most with our store.
SMALL SHIPPING TRUCK
INFORMATION
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SMITHFIELD BRANDING GUIDE PACKAGING 29
CHRIS BAWDEN - ART335PACKAGING
PACKAGINGSECTION 7
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SMITHFIELD BRANDING GUIDE PACKAGING 30
CHRIS BAWDEN - ART335PACKAGING
Label is relief (press) printed on atextured bright white p aper.
LABEL
SEASONED OLIVE OIL
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SMITHFIELD BRANDING GUIDE PACKAGING 31
CHRIS BAWDEN - ART335PACKAGING
he Smithfield seal is printed as asticker and used to seal the meatpackage.
SEAL STICKER
BUTCHER PACKAGING
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SMITHFIELD BRANDING GUIDE MISCELLANEOUS 32
CHRIS BAWDEN - ART335MISCELLANEOUS
MISCELLANEOUSSECTION 8
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SMITHFIELD BRANDING GUIDE MISCELLANEOUS 33
CHRIS BAWDEN - ART335MISCELLANEOUS
Uniforms will be worn by general staff to distinguishthemselves as employees of Smithfield.
UNIFORM
Light banners will be hung from street lights directlyoutside of Smithfield as well as on Caledonia Street.
LIGHT BANNER
UNIFORMS & SIGNAGE
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