Brand Guidelines

IntroBrand ValuesThe IconLogo UsageColor PaletteColor UsageIconographyTypographyGraphic LanguagePhotographyTone of VoiceStationary

PrintablePackaging

3456-89-101112131415-20 212223 Web24-2526

Table of Content

Intro

FarmDog is a smart agriculture solution that utilizes in-soil sensors to collect data such as temperature, moisture and electric conductivity. The FarmDog technology is the first to make smart agriculture solutions accesible to medium and small farmers that don’t grow commodities.

This brandbook is devised to ensure all promotional material created for FarmDog stays within the brand guidelines in order to maintain the brand's unique voice.

3 | Intro

Brand Values

4 | Brand Values

Straightforward Trustworthy Helping the little guy

Respectingthe past

Looking forward

The Logo

FarmDog's logo symbolically conveys both the company's name and farmer's assistant with a dog's paw, and the company's close ties with the farm.The paw's friendly curves and simple lines accentuate the brand's simple mission and helpful attitude, and the lines in the paw symbolize farms and fields.

5 | The Icon

Ideal Usage Ideal Usage

Logo Usage

The FarmDog logo will be used in the mobile app, social media and other marketing materials.The icon can be situated above or to the left of the name.

6 | Logo Usage

Logo UsageWhen recreating the logo, maintain these ratios:

7 | Logo Usage

y

0.5y

5x x

y

x 16x5.5x

2y

Logo Usage

The logo may be used with the following modifications:

The following are inappropriate and misaligned uses of the logo:

8 | Logo Usage

Do not tilt the logo Do not invert logo over poorlycontrasting background

Do not apply filters to logoDo not distort the logo

Brand colors Inverted brand colors Inverted over contrasting imageBlack & White

HEX #339900RGB 51 153 0CMYK 80 15 100 3

HEX #504247RGB 80 66 71 CMYK 61 66 55 41

Color Palette

The FarmDog color palette is earthy with hints of tech and a modern tone.The colors accentuate FarmDog’s environmental responsibility, communicating an intuitive and natural workflow with a simple yet organic design.

Mellow tones of green and brown representing the brand’s reliability and connection to the earth.

9 | Color Palette

Color Palette

Supporting PaletteAdditional vibrant colors to compliment the calmer main palette. Suggested for use to brighten up the brands materials and appeal to the main second generation target audience.

10 | Color Palette

HEX #45bbecRGB 69 187 236CMYK 62 6 0 0

HEX #615e86RGB 97 94 134CMYK 69 66 26 7

HEX #ff9966RGB 255 153 102 CMYK 0 49 62 0

HEX #ffcc66RGB 255 204 102CMYK 0 21 70 0

Color Usage

FarmDog’s white logo can be used over any of the brand’s colors, and over black.

11 | Color Usage

Iconography

FarmDog’s icons have a simple solid design to convey reliability and simplicity. Shapes are full, sturdy and substantial with a lot of fill relative to contours.

12 | Iconography

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()_+,.

AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()_+,.

Aa

Typography

The FarmDog name as well as headlines and titles is to be written in Roboto Slab. Roboto Slab has a sophistication without being too classic or decorative. It is grounded and stable, humble yet clean.All other text will be written in roboto, regular weight.

13 | Typography

Roboto Regular

Roboto Slab

Graphic Language

FarmDog’s graphic language will consist of straightforward and uncomplicated visuals, “no fuss” designs, and will rely mainly on photography.

15 | Graphic Language

15 | Photography

The FarmDog graphic language will rely heavily on photography to give a feel of earthly material and a strong connection to the earth. Photographs will feature a variety of growing crops to demonstrate the product’s varied applications, and farmer figures to establish the connection with the small scale farming customer.

Photography

16 | Photography

17 | Photography

18 | Photography

19 | Photography

20 | Photography

404 Don’t stray too far! Click here to go back.

FarmDog family wishes you

Happy Birthday!

Tone of Voice

FarmDog's tone of voice is that of helpful authority. Like that of your favorite teacher, FarmDog communicates with compassion and confidence, never speaking down or patronizing anyone. Rather, FarmDog expresses its delight and enthusiasm with the opportunity to assist so many farmers ease their workload with modern technology.

FarmDog doesn't talk down on traditional farming, it has the utmost respect for it, but it believes that using technology, agriculture can be enhanced by leaps and bounds. Stats nerds with dirty hands, FarmDog is a humble expert, professional yet friendly.

21 | Tone of Voice

Stationary

22 | Stationary

John Smith | CEO & Co-Founder972+54+1234567 | www.farmdog.ag

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Web

23 | Web

PPT

Printable

24 | Printable

Printable

25 | Printable

Featuring the brand’s colors and graphic language with a straightforward representation of the products so there are no questions or mysteries - what you see is what you get.

Packaging Proposal

26 | Packaging Proposal

Thank You!

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