Farmers' Row Identity Standards Manual

farmers’rowIdentity Standards Manual

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A .PDF version of this manual is availablefrom Farmers’ Row intranet.

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Mission StatementFarmers’ Row Foods aims to bring fresh, local,

reasonably-priced produce, meats, and dairy to the community. We believe in quality products and services

that meet the needs of the customer.

IntroductionBranding is essential to a company. It creates instant

brand recognition within the community. This manual is a guide to design for Farmers’ Row Foods.

This is to ensure unity in signage and layouts and the consistency of logos and company colors.

Identity OfficerRenee Johns

2180 Carlisle StreetGreencastle, PA 17225

[email protected]

p: 717.597.6356f: 717.597.8759

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BasicStandards

Acceptable LogosFree Space

Minimum Display SizeColor Palette

Acceptable TypographyPatterns

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Acceptable Logos

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These are logos to be used in branding for Farmers’ Row Foods. It is important to be consistent so that customers can instantly recognize the brand and come to associate a certain look with Farmer’s Row. Below are the acceptable colors and logo combinations.

The combination mark is exactly what it sounds like: a combination for the symbol and the wordmark. The one-color logo limits the colors needed for printing, therefore making a print job cheaper. The two-color and gray scale logos serve similar purposes.

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Combination Mark Wordmark PantoneSymbol

One Color

Two Color

Grayscale

5357 U 100%5357 U 84%5357 U 57%5357 U 45%

1245 U 100%5357 U 100%5357 U 84%5357 U 57%

Black 7 U 100%Black 7 U 77%Black 7 U 55%Black 7 U 45%

1.1 1.2 1.3

2.1 2.2 2.3

3.1 3.2 3.3

Acceptable Logos

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The black logo is to be used when full color or gray scale are not possible or against light-colored backgrounds. The reversed logo should be used against dark or black backgrounds.

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Combination Mark Wordmark PantoneSymbol

Reversed

Black Black U 100%

Black U 100%

4.1 4.2 4.3

5.1 5.2 5.3

Free Space/Minimum Display Size

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Free space determines the minimum distance you are allowed to place text or other objects next to the logo. In order to have a consistent amount of space without worrying about math or proportion, use the ‘w,’ as seen in the wordmark for Farmers’ Row as your measuring stick. The distance is equal on all four sides of the acceptable logos and wordmarks. This free space pertains to all applications.

3/8”farmers’row

1/2” .5”

The minimum display size specifies the size to which the logo can be reduced before losing clarity. The logo should never be reduced beyond the sizes that are detailed in this manual.

Acceptable LogosColor Palette

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Pantone

1245 U

5753 U

1675 U

583 U

1815 U

Hexadecimal

#D59F0F

#576423

#B95915

#B0BC22

#8A1F03

#16145F

CMYK

C: 0M: 28Y: 100K: 18

C: 25M: 0Y: 81K: 67

C: 0M: 67Y: 100K: 28

C: 23M: 0Y: 100K: 17

C: 0M: 90Y: 100K: 51

C: 100M: 97Y: 0K: 45

RGB

R: 213G: 159B: 15

R: 87G: 100B: 35

R: 185G: 89B: 21

R: 176G: 188B: 34

R: 138G: 31B: 3

R: 22G: 20B: 952765 U

These are the colors that represent Farmers’ Row Foods. They range from spring to harvest colors and resemble the colors of produce. You can use screens of these colors to achieve the desired look.

Acceptable Typography

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Helvetica Neue Used for

BoldAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789.,:;?#&8%

ItalicAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789.,:;?#&8%

Bold ObliqueAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789.,:;?#&8%

HeadersSubheadsLogo

HeadersSubheadsBody Copy

HeadersSubheadsLogo

Lucida Bright Used for

DemiboldAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789.,:;?#&8%

RegularAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789.,:;?#&8%

Demibold ItalicAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789.,:;?#&8%



HeadersSubheads

Acceptable typography limits the choice of font that can be used in designs for the store. This keeps everything looking unified and relevant to the company.

Helvetica and Lucida Bright are each very smooth, clean, and classical without looking outdated.

Patterns

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These patterns are designed to echo the company’s roots in the rural community. Rows and rows of corn are commonplace in south-central Pennsylvania, as are endless freshly plowed fields. A quilted pattern represents a simpler time, a sentiment Farmers’ Row Foods wishes to emphasize.

1245 U 100%5753 U 100%583 U 50%

Pantone

1245 U 100%2765 U 100%

1245 U 100%5753 U 100%1675 U 100%1815 U 100%2765 U 100%583 U 100%

1675 U 100%583 U 100%

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ApplicationsStationery Set

StorefrontWayfinding

VehicleUniforms

Grocery bag

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Stationery Set

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Farmers’ Row Foods288 Molly Pitcher HighwayGreencastle, PA 17225

farmersrowfoods.com

p: 717.597.7873 ext. 256f: 717.597.7874

farmers’row

1/2”

1/2”

Dimension: 8 1/2” x 11”Paper: French Paper Co. Line: Smart White Color: White Texture: Smooth Weight: 70Logo: 2.1Type: Helvetica Regular 9 pt. on 10 pt. Pantone 2765 U

The stationery set is important because it represents the company to clients or investors. It gives first impressions, and therefore the set should echo ideals of the company and the community.

farmersrowfoods.com

1/4”

1/4”3/4” Melinda Bauer

Chief Executive Officer


[email protected]

p: 717.597.7873 ext. 256f: 717.597.7874

1/2”

Dimension: 2” x 3 1/2”Paper: French Paper Co. Line: Smart White Color: White Texture: Smooth (cover?) Weight: 110Logo: 2.2, 2.3 Type: Helvetica Bold, Oblique, Regular Front: 11 pt Back: 15 pt, 11 pt, and 9 pt on 11pt Pantone 2765 U

Letterhead

Business Card

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1/2”3/4”

farmers’rowfarmersrowfoods.com

Dimension: 8 1/2” x 11”Paper: French Paper Co. Line: Smart White Color: White Texture: Smooth Weight: 70Logo: 2.3Type: Helvetica Oblique 19 pt, 9 pt. on 11 pt. Pantone 2765 U


farmers’row1/4”

1/4”1/2”

Dimension: 9 1/2” x 4 1/8”Paper: French Paper Co. Line: Pop-Tone line Color: Sno Cone Texture: Smooth Weight: 65Logo: 2.1Type: Helvetica Regular 9 pt. on 11 pt. Pantone 2765 U

Second Sheet

Envelope

Wayfinding

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Wayfinding is the system of signs that leads customers to their destinations, such as aisles and checkouts. All store signage should be clear and legible. All Farmers’ Row signage aims for a rural, down-home feel to bring back memories of simple life.

The storefront uses logo 2.3 to catch the eyes of commuters along the road. The bright but natural colors give it a modern look. The awning offers shelter from weather if necessary.

Building materials include brick for the entrance and columns, and beige paneling for the rest of the building. Three-panelled windows flank the entrance to bring some natural light to shoppers.

Storefront

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Front view Side view

Top view

The monument in front of the store is one of the first things a customer sees when approaching the store from the road. At night, it is backlit so customers can clearly see it.

Materials: Metal frame, treated wood signColors: Pantone 1815 ULogo: 2.1

Monument

Wayfinding

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These department signs guide shoppers through the store, enabling them to find their goods with ease. The signs will be mounted on the wall over their designated areas so that they are easy to spot from across the store.

Materials: Wood, wooden pegsColors: Pantone 1815 U, 1675 U, 583 U, 5753 U

Departments

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CrackersChipsCookiesPretzelsDips

Hanging by wire from the ceiling, the aisle sign shows a list of items that can be found in said aisle against a slate-black background. A semicircle, recalling the circular logo, bears the number of the aisle clearly so shoppers can find everything quickly and easily.

Materials: Wood, wireColors: Pantone 1245 U

Aisle

Acceptable LogosWayfinding

The checkout is marked by old-fashioned lampposts with working lamps that indicate whether the register is open. The register number is indicated by a digit on a cowbell hanging from the post,which is not intended to be functional.

Materials: Wood, cast iron lamp, cowbellColors: Pantone 1815 U, Pantone 583 U

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Checkout

Acceptable LogosVehicle

The vehicle is a sleek delivery van matching the corporate colors. A decal marks each side as property of Farmers’ Row Foods.

The van runs on low-emission fuel to meet the needs of environmentally conscious shoppers as well as to match Farmers’ Row Foods’ commitment to a healthier community.

Model: Ford XL VanColor: Pantone 583 UDecals: Logo 2.2, 5.3

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Vehicle

Uniform

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Employees represent their employer, and by extension, so do their uniforms. The outfit consists of a simple polo shirt of any of the corporate colors, a blue apron bearing logo 5.3 (as needed), and a pair of khaki pants.

Uniforms

Reusable Grocery Bag

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In addition to an environmentally-friendly vehicle, Farmers’ Row also offers its customers a reusable grocery bag that will not pollute landfills or waterways. The bag uses logo 2.2 and the corn row pattern to create a pleasing yet functional design to appeal to all shoppers.

Color: Pantone 2765

Farmers’ Row Foods stands by the values and beliefs of its patrons and of the greater Franklin County area. The designs in this book reflect the company policy that simplicity is something we emphasize. These values should be incorporated into all designs for the company.

Simplicity is key.

Grocery Bag

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2180 Carlisle StreetGreencastle, PA 17225

p: 717.597.6356f: 717.597.8759

farmersrow.com

Documents

Farmers' Row Identity Standards Manual