HV BrandManual

8/10/2019 HV BrandManual

1/29

Page 1

HUMAN Brand Manual


2/29

Page 2

A Message from SeanHUMAN, which stands for Helping Unite Mankind And Nutrition, is aninnovative company focused on improving the health and happinessof the people around us. To do this, we have created the HEALTHYVENDING by HUMAN brand and franchise business, which concen-trates on: 1) Providing the tools, technology & information that ourpartners need to grow a healthy vending business quickly and ef-ciently, and 2) Promoting healthy living by donating 10% of proceedsto HUMAN Everywhere, HUMANs non-prot charitable arm that fo-cuses on building social entrepreneurship in underserved schools andteaching basic nutrition.

Social good is a vital element of HUMAN. When I created the HUMANbrand in 2008, I envisioned the massive change we could create byempowering a network of social entrepreneurs to promote good nutri-tion, while bettering their lives. Helping Unite Mankind And Nutritionis at the core of everything we do, so HUMAN remains the primary waywe identify ourselves. To improve customer identication & recognitionof our amazing vending machines, we created the Healthy Vending byHUMAN brand in 2011, which is now used by more than 100 partneroperators in the US, Puerto Rico and Canada.

I believe our brand is more than just our logos and marketing collat-eral. The HUMAN Brand is a mindset. It is based on the idea that givingmakes you happier than receiving. It is also our unique spirit a spiritthat allows us to take on and overcome all challenges with a smile. TheHUMAN brands and philosophies are extremely valuable assets whichcan generate substantial happiness and success for all that join ourfamily of passionate, fun & forward-thinking social entrepreneurs.

Therefore, we have created this brand manual. L ike any manual, itsobjective is to help people who use the brand to understand its origin,

the brand values and the best ways of getting the most out of it.

Dear friends and colleagues,

This brand manual is written for the benet of those people within theHUMAN family, or franchisees or licensees of the HEALTHY VENDINGby HUMAN brand and for those who are considering buying into thebrand. It is a simple summary of how we do business, how we commu-nicate, what we believe in and ultimately where we are going.

However, this manual is not a substitute for attending our HUMANBusiness Building Bootcamp (HB3) and learning rst hand what itmeans to Be HUMAN. At HUMAN, we develop each franchisee intoa true social entrepreneur and the Bootcamp is the starting point forthis process. We teach each Healthy Vending by HUMAN franchiseethe value of being committed to social good to ultimately becomea health & wellness leader in his or her community. We also help eachfranchisee to become a better businessperson, to have complete own-ership and condence in his or her business and to be dedicated to hisor her business success.

Success in the vending industry means personal relationships andlocal marketing, so this manual will give you a rm understanding ofthe entire HUMAN brand and messaging, and also, and perhaps moreimportantly, identify the ways you can customize the HUMAN message

for your own business.

A brand is always evolving and peoples perceptions of it do changefrom time to time. However, I still believe that there are values andmindsets that all HUMAN franchises share and sticking to them is vitalfor our family to achieve its vision.

Best in Health,


3/29

contents O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o m m u

n i c a t

i o n

R e s o u r c

e s

Our Message HUMANs History

Mission Statement

Vision

Slogan

Strategy

The Why

YES!

Values

HUMANs Vs. Aliens

Resources Where to nd Logos &

Visual Assets

Where to nd PremadeMarketing Materials

- Posters - Flyers

- Snack School - Powerpoint Slide Template - Other

How to PrintMarketing Materials

How to Share MarketingMaterials with otherPartners & HUMAN

Other Ideas

Communication Visiting Locations - Guidelines - During LDA My Why Worksheet Drop off Kit - After Your Machine is Placed

PR - Speaking to the Press Talking Points Tips

- Photo opportunities

Social Media and Facebook

Marketing - Advertising for your Business

- Customizing the NationalBrand for Your Local Market - Vehicle Wraps - In-Location & In-Machine Marketing Buzz Boosters

Our Visual Identity Naming Logos

Colors & Typeface

Dos and Donts Logo Usage Examples

Page 3


4/29

O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o m m u

n i c a t

i o n

R e s o u r c

e s

Page 4

Page 4

Our Message HUMANs History

Mission Statement

Vision

Slogan

Strategy

The Why

YES!

Values

HUMANs Vs. Aliens


5/29

O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o m m u

n i c a t

i o n

R e s o u r c

e s

Page 5

History of HUMAN Healthy Vending

The origin of HUMAN dates back to January of 2003 when Iexperienced an aha moment at a New York City gym where Iwas a personal tness trainer when I wasnt studying biomedicalengineering at Columbia University. Id just nished an eveningworkout and was frustrated that I couldnt nd any healthy foodoptions around, and at a gym nonetheless! As I was leaving thefacility, I saw a woman purchase a 20oz soda from the only food

and drink option at the gym a Coca Cola vending machine. Shetook a swig from the sugar and calorie-laden beverage, placed it inthe cup holder on her treadmill, and then started running. Thatswhen the light went off in my head if people dont even have ac-cess to healthy foods & drinks at health clubs, how can we expectthe average person to eat healthfully in their typical, every day en-vironments? The answer, I realized, is that we cant. Thats when Igot to work, in proving to the world that vending machines can bemore than a dispensary for junk.

During the early years of healthy vending - 2003 to 2007 - welearned everything not to do, and fortunately, with a lot of per-sistence, passion and optimism, we learned what to do as well.More specically, we learned how to make healthy vending ma-chines MORE successful than traditional vending machines. To-day, were still the only company that can say that. Fast forwardto 2007, when I met Stanford Graduate, Naval Ofcer, Hot FoodVending entrepreneur and soon-to-be HUMAN Co-Founder AndyMackensen. After months of collaboration on some exciting newvending technologies, Andy and I collectively decided to take

everything wed learned about healthy vending, and the vending

industry at large, and roll itinto one premium programthat would forever change thevending landscape. In 2008,HUMAN Healthy Vending wasofcially launched in the midstof a booming health & nutri-

tion trend, and today, HUMANshows no signs of slowingdown.

Thanks to an exponentially-growing family of franchi-sees and employees that arecause-driven and genuinelycommitted to crushing thecauses of obesity and mal-

nutrition, were changing the way people view, think about, andexperience vending machines. You see, we believe that obesity,diabetes and other nutrition-related diseases are the largest prob-lems in both America and the world. And we believe that vendingmachines can be a part of the solution, not the problem. Becausewe believe that without access to healthy foods, its impossible tobe healthy. Nothing is more important than access not educa-tion, not income, not even awareness. We must increase access tothe healthy foods people need to be healthy in order to change thecurrently grim health prognosis facing our world, and especially,

our country today.


6/29

O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o m m u

n i c a t

i o n

R e s o u r c

e s

Page 6

the HUMAN Mission Statement

Helping Unite Mankind And Nutrition by making healthyfood and education more convenient through the placementof 100% healthy & interactive vending machines in schools,

hospitals and other locations across the globe.


7/29

O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o m m u

n i c a t

i o n

R e s o u r c

e s

Page 7

the HUMAN Vision

Make healthy food more convenient than junk food.


8/29

O u r

M e s s a

g e

O u

r V i s u a

l I d e n t i t y

C o m m u

n i c a t

i o n

R

e s o u r c

e s

Page 8

the HUMAN Slogan

Easy Nutrition Everywhere


9/29

O u r

M e s s a

g e

O u

r V i s u a

l I d e n t i t y

C o

m m u

n i c a t

i o n

R

e s o u r c

e s

Page 9

#1 YES!We love and believe in the power of the word Yes. No pessimisthas ever changed the current order of things, and thats what weplan to do.

#2 FamilyHUMAN attracts the most passionate, committed and inspiredsocial entrepreneurs into our franchise system. These arent yournormal vending operators theyre nutritional activists above allelse. By recruiting franchisees who are most likely to be game-

changers in their communities, we ensure that our family staysstrong, resilient and impactful.

#3 InnovationWe never stop, are always innovating and adapting and know thatthis is a marathon, not a sprint. The obesity epidemic was createdin one generation, but it will take longer than that to solve. And,were ok with that, as long as were making headway every singleday.

#4 The WHYWe focus on The WHY, which stands for why we care about thisbusiness and why were dedicating our life to this cause. By focus-ing on The Why, we make sure that were constantly aligned withthe vision that will make us our best.

Values &BehaviorsYou are NOT JUST a HealthyVending Operator youre aSocial Entrepreneur, or...

a HONEY BADGER. Yourefearless. You get after it.


10/29

O u r

M e s s a

g e

O u

r V i s u a

l I d e n t i t y

C o

m m u

n i c a t

i o n

R

e s o u r c

e s

Page 10

The Why We believe lack of accessibility to healthful foods,drinks & nutrition education is one of the worlds top 3largest problems. Why? Childhood obesity has tripled since 1980 1 out 3 children today will acquire diabetes in his/her lifetime. More than 2/3 of Americans are overweight/obese More than 23 million Americans live in food deserts (imagine

the rest of the world) Over 20% of recruits and applicants are rejected by the US mili-

tary as a result of being overweight People with unhealthful diets spend almost $1,500 more per

year on health care and medication than those who eat health-

ful diets Americans spend more than $110 billion per year on fast food

Wreaking havoc on more than just long-term health,poor nutrition: Is directly related to educational failures (another top problem) Affects all aspects of life (mental/emotional)

Vending machines are everywhere & theyre horrible: Such obvious changes need to be made by a new guard Vending has more inuence and impact than we realize People, especially kids, deserve better

We like to have a lot of FUN and feel good about thevalue our actions & business creates for those aroundus.

We believe healthful foodcan become more convenientthan junk food because as acompany were not primarilyfocused on the what wedo. Were not even primarilyfocused on the how wedo it. Rather, above all else,were focused on the why.

Why are we doing this?Why does it matter? Whyshould you care? We believewhy is the most importantquestion a business can askitself. And we know ourwhy.


11/29

O u r

M e s s a

g e

O u

r V i s u a

l I d e n t i t y

C o

m m u

n i c a t

i o n

R

e s o u r c

e s

Page 11

YES!

What is YES! and how can you exhibit Yesness: Simply say YES! When you wake up, when you get to work, etc..

Its fun to say and will get you pumped! Have a positive state of mind & being When you hit an obstacle, always rst think of a solution Remember that we can be the change we want to see in the

world Realize that youre creating a sustainable solution in your com-

munity, many of the nations leaders should follow you Yesness allows us to constantly celebrate!

We love the word Yesat HUMAN and talk a lotabout Yesness. HUMANwas created as a result ofan unreasonable visionby an unreasonable guy.Through positive state ofmind and actions, or theYES! Mentality, the vision

has spread like crazy, andthis unreasonableness hascaught re. You are nowall part of the unreasonablebelief that we can ip thevending industry on its headand change the way theworld views and consumesconvenient food


12/29

O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o

m m u

n i c a t

i o n

R

e s o u r c

e s

Page 12

HUMAN vs. ALIENJust as HUMANs are Helping Unite Mankind And Nutrition...ALIENs are A ttacking Life as Infectious Enemies of N utrition.

Stuff HUMANs Do:- Actually care about their surroundings- Promote & believe in health & nutrition- Understand that WHY is the most important question- Believe in constant improvement & crushing it- Realize that 1 + 1 can equal more than 2- Believe in giving more than they take- Have lots of fun & are cool to be around

Stuff ALIENs Do:- Care only about themselves (& their spaceship)- Promote alien food that destroys HUMANs- Only think about WHAT and never WHY- Believe in doing as little as possible- Dont take responsibility- Think that 1 + 1 is a negative number- Get kicks out of being Value Voids- Are super mean and dont get along with others


13/29

O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o

m m u

n i c a t

i o n

R

e s o u r c

e s

Page 13

Real-World

ALIENSightings

Do Not Repeat These Actions: Never become real entrepreneurs (dont take responsibility to

run their business) Never become genuine social entrepreneurs (dont believe in

The Why) Infuse their surroundings w/ negativity (not tolerated) Place priority on TIME instead of QUALITY Complain about product sales prior to proper promotion Do nothing but ll machines & do not offer wow service Fill machines with unapproved products; ignore protocol Forget that people do business w/ YOU not your machines

HUMAN Life Sucks


14/29

O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o

m m u

n i c a t

i o n

R

e s o u r c

e s

Page 14

UltimateHUMAN

Performances

Emulate to Reach Super-Human Status: Treat their machines like store fronts Get involved in their community and focus rst on the why Live & breathe perpetual LDA it never stops Master the art of story-telling and shout from mountain tops Are likeable & make people WANT to do business with them Follow protocol & instructions for everyones benet Crush drop-offs/stop-ins like theyre Santa Claus

Easy Nutrition Everywhere!


15/29

O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o m m u

n i c a t

i o n

R

e s o u r c

e s

Page 15Page 15

Our Visual Identity Naming

Logos

Colors & Typeface

Dos and Donts Logo Usage Examples


16/29

O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o m m u

n i c a t

i o n

R

e s o u r c

e s

Page 16

NamingOur visual identity is an essential part of the HU-MAN Healthy Vending Franchise License and is castin stone! The HUMAN Marketing Team must approve

all HUMAN or Healthy Vending brand usage outsideHUMAN provided materials. Submit your logo usageplans to [email protected]

Healthy Vending is dened as:(a) HEALTHY in all capitals, in GothamHTF-BLACKfont (not italics, outline or underlined) followed(without space) by the word VENDING in all capitalsin GothamHTF-BOOK font). If Gotham is unavailable,free options like Circle or Hit the Road may be used.

(b) forest green lettering on a white background(Color Hex #006838, Pantone 349 PC, FourColor Process 90, 30, 95, 30 or the nearestpracticable equivalent)

In simple text and word documents, HealthyVending may be written in the normal way, withrst letters capitalized.

HUMAN is dened as:(a) h.u.m.a.n. in all lower case (including periods), inFutura-Medium font (not italics, outline or underlined)

(b) forest green lettering on a white background(Color Hex #006838, Pantone 349 PC, FourColor Process 90, 30, 95, 30 or the nearestpracticable equivalent)

In simple text and word documents h.u.m.a.n. is tobe written in all capitals with no periods: HUMAN

Healthy Vending in correct GothamHTF-BLACK & Book fonts

Pantone349 PC

Web#006838

Four ColorProcess90, 30, 95, 30

Correct way to write name in simple text and word documents

Healthy Vending

Name including periods in correct Futrua-Medium fonth.u.m.a.n.

Correct way to write name (all ca ps) insimple text and word documents

HUMAN


17/29

O u r

M e s s a

g e

O u

r V i s u a

l I d e n t i t y

C o m m u

n i c a t

i o n

R e s o u r c

e s

Page 17

LogosThe Hand LogoThe Hand logo is at the heart of all groupcommunication aimed at the consumer andusually accompanies both the HUMAN andHealthy Vending brands

The Hand can be solid forest green, white,or our special gradient that transitions fromforest green to lime green.

Rolling Hills and CloudsOur machines feature pleasant solid color shapesthat evoke grassy rolling hills and puffy clouds.

This same color scheme is regularly adapted toprinted marketing material with the resources

found on HUMAN University > Marketing > Logos

The hand logo on a white/light background with our special gradient

The hand logo on a dark background solid white

The hand logo on a white/light background solid forest green

Examples of rolling hills and clouds used in printed marketing material


18/29

O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o m m u

n i c a t

i o n

R e s o u r c

e s

Page 18

Colors & TypefacesColorsForest Green is one of our greatest distinguishingfeatures. It is an essential part of our brandidentity and heritage.

Combined with white, lime green and brown adistinct style is created which is both simple touse and powerful through its simplicity.

FontsGotham HTF Black & BookWhitneyFutura

Forest Green Lime Green White Brown

Forest Green: Pantone 349 PC / C 90 M 30 Y 95 K 30 / Web: #006838Lime Green: Pantone 382 C / C 41 M 0 Y 100 K 0 / Web: #bfd730Brown: Pantone 4625 C / C 50 M 70 Y 80 K 70 / Web: #3b2313

Gotham HTF Black ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrs tuvwxyz1234567890!? . , :

Gotham HTF Book ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrs tuvwxyz1234567890!? . , :

WhitneyABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrs tuvwxyz1234567890!? . , :

FuturaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?. , :


19/29

O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o m m u

n i c a t

i o n

R e s o u r c

e s

Page 19

Dos and DontsLogo Usage Examples

Learn all the basics of graphic design at thiswebsite: http://www.online.tusc.k12.al.us/tutori-als/grdesign/grdesign.htm

To maintain brand strength, correct andconsistent logo use is vital. Altering theappearance of the Healthy Vending logo

is closely restricted.

A common mistake in at-home graphic designis to accidentally change the proportions ofgraphics like the Healthy Vending logo or Hand.

Be sure to maintain proportions while resizinglogos to make sure your marketing materialsare approved.

Spacing: remember to keep a reasonable amountof space between any logo and the surroundingtext, graphics or the edge of print material. Blankspace helps draw attention to the logo.

Correct horizontal/vertical scaling

incorrect vertical scaling

incorrect horizontal scaling


20/29

O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o m m u

n i c a t

i o n

R e s o u r c

e s

Page 20

Lingo & SlogansWe believe that a message is better read whenits simple to understand & fun.

Be direct and talk the language of your customer.They will appreciate your honesty and simplicity.

Do not be afraid to use colloquialisms orshould we say... Do not be afraid to use plainand simple phrases!

Poster

Direct Mail Postcards

Handbook

Machine Specications Flyers

Snack Swaps


21/29

O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o m m u

n i c a t

i o n

R e s o u r c

e s

Page 21Page 21

Communication Visiting Locations

PR

Social Media and Facebook

Marketing


22/29

O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o m m u

n i c a t

i o n

R e s o u r c

e s

Page 22

Visiting Locations

Make a My Why Worksheet On one sheet of paper, write down your

backstory and why you want to promote health& wellness in your community. Think aboutexperiences you or your loved ones have had.Write down whatever comes to mind.

Now, summarize that story in three sentences,so you can communicate it easily.

Familiarize yourself with the HUMAN cause ghting the causes of childhood obesity. Learnthe statistics so that you can communicate thechallenge to others.

Drop off Kit

Download the Drop Off Flyer on HUMANUniversity and familiarize yourself with it.

During LDA

Your story, or your Why is a great way toconnect with your customers, locations, and the

press.

After Your Machine is Placed

Remember to always enter your locations with a smile on your face and a positive attitude.

Everyone has bad days, but by always beinga shining positive person inside your location,you guarantee your location will have only goodthings to say about your service.


23/29

O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o m m u

n i c a t

i o n

R e s o u r c

e s

Page 23

Public Relations

Marketing is considered a core competence atHealthy Vending and within the marketing mix,public relations has always been used extensivelyby local Healthy Vending franchisees. Advertisingcan be very useful but it is relatively expensive.PR can be just as effective and its free!

Health Vending Franchises are not secretive, their

business plans are easy to understand and theyare consumer-facing. This makes the use of publicrelations communicating with consumers atlarge, usually through the media very attractive.

Consumers, and therefore the media, aregenerally very interested in hearing about healthyliving, tness, and social good in their community.Considering the popularity and increasingdemand of healthy vending programs, its not

unusual for HUMAN Franchisees to be contactedby local media outlets.

Public Relations Guide

Give yourself a massive headstart with HUMANsextensive Guide to PR on HUMAN U (Marketing >Public Relations).

Media Contact NoticeIf the media contacts you, please give us advancenotice prior to making any public appearanceor being interviewed by notifying [email protected].


24/29

O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o m m u

n i c a t

i o n

R e s o u r c

e s

Page 24

Social Media and

Facebook

Like HUMAN at Facebook.com/HealthyVending Social Media Guidelines

Please see the Social Media Guidelines located inHUMAN U (Marketing > Social Media Guidelines)for policies and best practices relating tosocial media sites like Facebook and all onlinecommunication.


25/29


26/29

O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o m m u

n i c a t

i o n

R e s o u r c

e s

LocalBusiness

Customizing the National Brand for Your Local MarketHealthy Vending is a simple, strong brand that provides immediateidentication for the customer. We want each HUMAN Franchisee tobenet from his/her position as a local business owner, and to workto become a community health advocate and leader. Some Franchi-sees decide to call their company a local spinoff of the larger HealthyVending brand, for example, San Antonio Healthy Vending.

This is acceptable only if : It is submitted and approved by the HUMAN marketing team at

[email protected] The rules and guidelines set forth in the HUMAN Brand Manual are

followed.

Machine Branding:

The Healthy Vending byHUMAN Brand is the onlybrand marking that should bevisible on the sides of eachHealthy Vending machine.HUMAN partners are welcometo post messages, notes,and local contact info on thefront of the machine or insidethe machine to aid in localmarketing or customer service.

Page 26


27/29

O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o m m u

n i c a t

i o n

R e s o u r c

e s

VehicleWraps

Healthy Vending provides logo and graphics resources but it is upto the Franchisee to nd a local company to do graphic design andlayout for their specic car or surface.

Vehicle wraps must be in the Healthy Vending color scheme and canonly be applied to vehicles that are in good physical and running

condition.

The use of vehicle wraps oradvertising is a good wayto give your company aprofessional look and constantattention.

Page 27


28/29

O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o m m u

n i c a t

i o n

R e s o u r c

e s

Page 28Page 28

Resources Where to nd Logos &

Visual Assets

Where to nd PremadeMarketing Materials

How to PrintMarketing Materials

How to Share Marketing

Materials with otherPartners & HUMAN

Questions?


29/29

O u r

M e s s a

g e

O u r

V i s u a

l I d e n t i t y

C o m m u

n i c a t

i o n

R e s o u r c

e s

Page 29Questions? Email them to [email protected]

Where to fnd Logos & Visual Assets:

HUMAN University > Marketing > Logos & Graphics Elements

Where to fnd Premade Marketing Materials & Printing Guide:

HUMAN University > Marketing > Marketing Materials HUMAN University > Marketing > LDA Marketing Materials

How to Approve Marketing Materials with the HUMAN Marketing Dept:

Email or Yousendit.com to: [email protected] How to Share Your Marketing Materials with other Partners: -Post in HUMAN University > Marketing > Share Your Work! -Post in Your Facebook Forum

Handy Guides and Policy Documents: -HUMAN University > Marketing > Public Relations Guide

-HUMAN University > Marketing > Social Media Guide

ResourcesAll Brand & Marketing Resources are available for download on HUMAN University