Brand Guidelines - Generation · The standard dimension for a business card is 3.5"x2" or 9x5cm. Ivonne Gamboa PRESIDENT & CEO ... of statistics or data should be communicated with

BrandGuidelines

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THE GUIDELINES

These guidelines describe the visual elements that represent the GOAT corporate identity.

The goal of this document is to standardize the message that GOAT wants to communicate through its image in a consistent, conscious and unique way.

The GOAT Brand includes the logo, colours and identifying elements that are valuable company assets. They should be respected in order to prevent its unauthorized or incorrect use.

www.goatgeneration.com

Brand Guidelines | Corporate Logo

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ContentsSection 1Corporate LogoThe logotypeWhere the brand comes from?Logo construction and clearspaceLogo main applicationsLogo standardsSection 2Corporate LogoThe corporate fontsSection 3Corporate Color SystemPrimary color system Secondary color system Section 4Corporate Shapes SystemCorporate decorative system Section 5Corporate Logo ApplicationBusiness cards Digital presentations layoutsImages and blending modesAds

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Contents

www.goatgeneration.ca

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01.CorporateLogo


OUR LOGO, THE ESSENCE OF OUR VISUAL COMMUNICATION

Goat logo has been carefully designed using a typography developed from scratch on a grid and a set of circumferences, giving a friendly, modern and versatile appearance.

The connection of the vowels “O” and “A” in the writing (infinite symbol) emphasizes the sustainable cycle that GOAT wants to create by offering an innovative way to share excess food within the communities with the goal of reducing food waste and leaving a better world to future generations.

The Logotype - B/W Version

B/W Dark Version

B/W Light Version

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The name

+ +The cycle, an infinitive form

WHERE THE BRAND COMES FROM?

In the latest urban dictionary G.O.A.T is a millenial slang that refers to great things in life. An acronym for Greatest Of All Times.

GOAT looks for innovatives ways to reduce food waste by creating a constant cycle of movement and renewal.


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=The food colors

Food is colorful by nature and as such attracts immediate attention. The use of nature colours in the logo is an effective way to communicate the brand identity associated with food.

LOGO CONSTRUCTION AND CLEARSPACE

Standardizing the construction of a logo allows the brand to have a geometric formula for its reproduction. For the creation of the Goat logo the typography was developed by using circumferences on a grid whereby the writing can be standardized and well proportioned.

The matrix circumference of the logo has a value of 2X and the grid is built with the value of X/4.

The clearspace of the brand guarantees the best reading and visualization conditions. It is standardized using the same construction grid.

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Construction Process

Clearspace

1.375x

X/8

LogoHeight

X

LOGO WITH SLOGAN AND TAGLINES

Regular Version Extended Version

Compact Version Taglines or logo extensions

S H A R E _ E A T _ R E P E A T

1.375X

1.375X


S H A R EE A TR E P E A T

LogoHeightwithslogan

1.375X

F O O D

1.375X




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LOGO MAIN APPLICATIONS

Logo AColoured Logo with Gradient inWhite Background

Logo BColoured Logo with Gradient inDark Background

Logo CColoured Logo inWhite Background

Logo DLight Logo inPrimary Green Background

Logo ELight Logo inPrimary Orange Background

Logo FLight Logo inPrimary Red-orange Background

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LOGO STANDARDS

Minimum Logo Sizes

LOGOMinimum Logo Height: 6mm

LOGO with sloganMinimum Logo Height with slogan: 6mmMinimum Slogan font size in any case: Montserrat Regular 4pts

Incorrect Logo Application

1) Do not use primary colours as monochromatics.

2) Do not change the slogan or taglines position.

3) Do not apply the gradient effect in other logo elements.

4) Do not use primary colours as backgrounds.

3mm

4pts

6mm

17mm

16mm


4pts





02.CorporateTypography

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THE CORPORATE FONTS

The role that the typography plays on the visual communication is extremely important. The good handling of the typography gives the brand a stronger identity and personality but always with harmony and clarity.

LOGO TYPOGRAPHY The GOAT logotype uses a typography created to represent, in a dynamic and integral way, the company’s philosophy and the interrelationship between its stakeholders.

The typography used for GOAT is created on a grid of circumferences that have been carefully balanced.

PRIMARY FONT We have selected the Montserrat typography as the primary font to be used with the GOAT logo. It is a modern Sans Serif developed with a huge geometric simplicity. It has useful variants and an open source license.

MONTSERRAT

FONTABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890-=!@#$%^&*()_+S H A R E _ E A T _ R E P E A T


03.CorporateColour System

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Brand Guidelines | Corporate Colour System


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Brand Guidelines | Corporate Colour System

PRIMARY COLOUR SYSTEM

The primary colours of GOAT are an important part of the identity of the brand. If we use the chromatic language correctly we will be ensuring the consistent communication.

PRIMARY COLOUR AGoat Green

Codes

100% 80% 60% 40% 20%

CMYK : C060 M005 Y100 K000RGB : R116 G183 B067WEB: #74B743PANTONE: C

PRIMARY COLOUR BGoat Orange

Codes CMYK : C000 M040 Y100 K000RGB : R250 G166 B026WEB: #FAA61APANTONE: C

PRIMARY COLOUR AGoat Red-orange

Codes CMYK : C005 M080 Y100 K000RGB : R230 G089 B037WEB: #E65925PANTONE: C

Gradient

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SECONDARY COLOUR SYSTEM

The secondary colours complement the primary colour pallet and they confirm the versatility of the use of the logo on different backgrounds and combinations.

SECONDARY COLOUR AGoat Dark Gray

Codes CMYK : C000 M000 Y000 K090RGB : R065 G064 B066WEB: #414042PANTONE: C

SECONDARY COLOUR DGoat Turkish

Codes CMYK : C100 M025 Y050 K000RGB : R000 G140 B141WEB: #008c8dPANTONE: C

SECONDARY COLOUR BGoat Dark Green

Codes CMYK : C090 M030 Y095 K030RGB : R000 G104 B056WEB: #006838PANTONE: C

SECONDARY COLOUR CGoat Carmine

Codes CMYK : C020 M100 Y080 K020RGB : R166 G026 B050WEB: #a61a32PANTONE: C

SECONDARY COLOUR EGoat Light Blue

Codes CMYK : C100 M025 Y010 K000RGB : R000 G146 B196WEB: #008fc4PANTONE: C

SECONDARY COLOUR FGoat Salmon

Codes CMYK : C000 M070 Y050 K000RGB : R243 G113 B109WEB: #f3716dPANTONE: C


Colours are the most effective wayto transfer a Brandto the costumers

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04.CorporateShapes System

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Brand Guidelines | Corporate Shapes System


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CORPORATE DECORATIVE SYSTEM

After considering the geometries with which the logo was built, a graphic communication system has been developed that gives the accurate visual identity to the brand.

THE FOOTPRINT

Decorative shape formed by using the set of circumferences that structure the logo.

HOW TO USE IT

On light background

Multicoulored

Geometric Logo Type

Circular Base

Circular Base Softened

Circular Base Filled

Coloured Shapes

ColouredDecorative Element

Decorative Elementon Green GOAT Background

Decorative Elementon Orange GOAT Background

Decorative Elementon Red-orange GOAT Background

On Corporative Backgrounds

Green GOATDecorative Element

Orange GOATDecorative Element

Red-orange GOATDecorative Element

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Green GOAT Single Circle

Orange GOAT Single Circle

Red-orange GOAT Single Circle

Orange GOAT Single Form

Coloured

Coloured

Coloured

Coloured

Outlined

Outlined

Outlined

Outlined

Green GOATDecorative Element

Orange GOATDecorative Element

Red-orange GOATDecorative Element

THE ELEMENTS

This is about the shapes which are the result of the logo construction and that can be used as communication elements: by themselves or complemented with their chromatic values.

Monochromatic

Outlined

ColoredDecorative Element

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THE INFINITY SYMBOL

The infinity symbol is part of the logo conceptualization and it represents the dynamic cycle that the different social participants generate through GOAT.

DONOR BUYER

SIGN UPLOOKING FORINNOVATIVEAFFORDABLEMEALS

PURCHASEIT

PICK IT UPENJOYMEAL

SIGN UPSELECT ACHARITY

SUPPORT

HASSURPLUSOF FOOD

POST IT FEELGOOD

DONOR BUYER

It is recommended to use this symbol on explanations about the performance of the application, on corporate presentations, photographies or advertising infographics. The chromatic gradation that is applied on the logo must be used at all times.

It is important to have in mind that using this symbol does not replace, in any circumstance, the logo. It just strengthens the concept of the brand.



05.Corporate LogoApplication

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Brand Guidelines | Corporate Logo Application


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BUSINESS CARDS

The business card will be used by GOAT members as official elements to contact them. The business card shows the complete information of the person on the frontside. The backside has the logo over a dark grey secondary colour as background.

The standard dimension for a business card is 3.5"x2" or 9x5cm.

Ivonne GamboaP R E S I D E N T & C E O

[email protected]

m : +1 (403) 990 3161




Frontside

Backside


DIGITAL PRESENTATION LAYOUTS

Goat digital presentation must be handled by emphasizing the power of images, with support texts in big size but keeping always the logotype position in each sheet.

By default, the size of a presentation in PowerPoint, is currently a widescreen type presentation (13.333 inch by 7.5 inch) Mostly you will have 96 dots per inch (dpi) on your screen settings, so this means that a default PowerPoint presentation has a resolution of 1280 by 720 pixels.


T I T L E SS U B T I T L E S

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F A C T S

We recommend this type of

illustrations to complement the

messages


P H O T O


100%of statistics or datashould be communicated withBIG FONTS to emphasizewords or numbers with theMontserrat ExtraBold fontand use of corporate colours

F A C T S

We recommend this type of infographic

charts to complement the

messages


70%

50%

35%10%

When using photos we recommend to not overstep

two-thirds of the layout.

The light gray colour (black 10%) is allowed to be used as

image or text box background.

For presentations the minimun font size

recommended in a text box is 22pts.



IMAGES AND BLENDING MODES

For the use of photography it is best to pick images with free spaces for the brand. We recommend using the GOAT logo with full colour as the main option.

S H A R E _ E A T _ R E P E A T S H A R E _ E A T _ R E P E A T

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When the logotype is superimposed on a photography, it is recommended to blend the image with the secondary grey colour.

This will make the reading of the logo easier in both cases: when it is in full colour and when it is in white (light version).

Original Photo

Goat Gray Color Multiplied 85%

Goat Gray Color Multiplied 100%





GOAT ADS

The logo design allows for brand versatility in all forms of communication. The slogan can be separated from the logo to emphasize the message or the goal of the advertising material.



We are committedto reducing

FOOD WASTEworldwide


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Brand Guidelines | Contact

Thank You.CONTACT

For further information please contact:

Ola PajakC H I E F M A R K E T I N G O F F I C E R

M: +1 403 852-2137E: [email protected]


Designed byDanilo Sinche (SINC)

THE DESIGNERS TROUPE

+593 981 488 [email protected]

Documents

Brand Guidelines - Generation · The standard dimension for a business card is 3.5"x2" or 9x5cm. Ivonne Gamboa PRESIDENT & CEO ... of statistics or data should be communicated with