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7/25/2019 AFD Guidelines V1.1
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Keeping things fresh.
AUSSIE FARMERS DIRECTBRAND IDENTITY GUIDELINES
Version 1.1November 2015
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AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES
Contents
3 About these guidelines
4 Committed to our community
5 Introducing our brandmark
6 Brandmark variations
7 Using our brandmark
9 Slogans we use
10 Digital
11 Colour
12 Typography
13 Brand language
14 Using our brand language
15 Examples of our brand language
17 Brand toolkit
18 Contact
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About these guidelines
At Aussie Farmers Direct, our brand identity
is one of our most important business assets.
It reflects who we are, what we stand for, our
values, personality and our commitment to
our community. More importantly our brand
identity differentiates us in the marketplace
and provides a tangible expression of our
professional approach to business and operations
for our team members, clients and suppliers.
These guidelines have been developed to provide a basic
understanding of the Aussie Farmers Direct brand. They provide
an overview of our core elements and outline the best practice
for achieving consistency across all our communications. Itis imperative theyre followed with accuracy. Please ensure
the correct and appropriate design software is used in the
implementation of our brand identity. If in doubt please contact
the Aussie Farmers Direct Marketing Team for further guidance.
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Committed to our community
Aussie Farmers Direct provides a fresher,
fairer, better alternative to the supermarketsfor people who care about where their food
really comes from.
Fresherbecause we only deliver 100% Australian fresh produce.
Fairerbecause we put purpose before profit.
Betterbecause we know from our thousands of happy customers
and supporters that love what we do and how we do it.
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THE PILLARS OF OUR BRAND ARE:
Purpose:We are determined to drive a fair deal for Aussie
farmers and shoppers and we are committed to helping secure
a healthy, sustainable future for Australian farming.
Quality:We source only genuinely great quality food from
well run and maintained Aussie producers.
Convenience:We constantly innovate our service to ensure
we are the most flexible, intuitive and customer-focused online
food retailer.
Value:Our customers can be confident that we offer great value
for money while ensuring a fair price to farmers and producers.
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AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES
The beauty and
simplicity of a pearserves as the core
foundation to our
iconic brandmark.
As a form it embodies all the
wholesome, generous and
authentic qualities which is so
abundant in the nature of our
products and in our relationship
to our community of farmers,
suppliers and customers.
Our brandmark is the most
visible element in our brandidentity. It should be used
and applied in a consistent
manner in accordance with
these guidelines, across
all applications.
Introducing our brandmark 5
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AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES
Brandmark variations
VARIATIONS
At present there are two
versions of our brandmark
available for use across all
applications. A positiveand
reversedversion.
Each version has the ability
to be applied over colour and
imagery. Whilst this allows us
a huge range of flexibility, it is
important to ensure the clarity
and legibility of our brandmark
is never compromised.
Featured opposite are a series
of examples which demonstrate
how our brandmarks can be
correctly applied. An indication
of incorrect application is
also provided.
Please ensure our brandmarks
are only ever reproduced from
the master artwork files.
MASTER POSITIVE
MASTER REVERSED CORRECT APPLICATION
CORRECT APPLICATION
INCORRECT APPLICATION
INCORRECT APPLICATION
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AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES
CLEARSPACE
Our brandmark is strongest
when surrounded by safe
clearspace with no other
elements interfering with or
diverting attention from it.
Ensure that type, imagery or
other graphic elements do not
fall within the clearspace area.
The clearspace is determined
by the height of FARMERS
in our wordmark.
Using our brandmark
9mm60px
9mm60px
X
XX
XX
X
XX
XX
Clearspace
Minimum Size
MINIMUM SIZEAdhering to minimum size
restrictions ensures correct
reproduction and legibility
in all applications.
Shown opposite are the
minimum size restrictions for
print and digital applications
for our brandmark.
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AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES
The personality of our brand
is bold, fun, fair minded andcollaborative. We must always
try to emphasise that our fresh
produce is 100% Australian. As
a result the following lines have
been developed as preferred
slogans to help communicate
our message of authenicity:
Shop fair. Eat fresh.
All ou r fresh food is100% Australian. Guaranteed.
Featured oppposite is an
example of how you may apply
these slogans in combinationwith our brandmark. These
examples are shown here as
an illustration only and do
not indicate a set approach to
application. Always consider
the end format and the
intention of the application
before committing to any one
of these defined lock-ups.
Slogans we use
Shop fair.Eat fresh.
All our fresh foodis 100% Australian.Guaranteed.
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HASHTAGS AND HANDLES
Approved hashtags
#AussieFarmersDirect
#Digin
#ShopfairEatfresh
Approved handles
@AussieFarmersDirect
@AussieFarmersD
As hashtags and hand les
play an increasing role in our
presence online, the examplesabove illustrate a few preferred
options for use across our social
media accounts.
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AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES
VIBRANT AND VITAL
Colour plays a critical role in
our experience of the Aussie
Farmers Direct visual identity.
Bright, vibrant, expressive
our unique colour palette is
a reflection of the diversity,
charm and personality that
is so inherent in our brand.
Featured opposite is a range
of specifications which are
critical to ensuring our brand
colours maintain a consistency
across all applications.
Primary Palette
Our primary palette has been
established as a core range of
brand colours. These serve as
a foundation set only and do
not maintain exclusivity or
precedence for use across all
our brand applications.
Secondary Palette
Our secondary palette offers a
greater spectrum of colour to
work with. It is typically used
across all our promotional and
campaign driven collateral.With time, it has the opportunity
to evolve and transform.
Colour 11
PRIMARY PALETTE
SECONDARY PALETTE
CMYK10, 90, 65, 0
RGB219, 65, 82
WEB#DB4152
PMS186 C
CMYK0, 55, 100, 0
RGB246, 139, 31
WEB#F68B1F
PMS151 C
CMYK0, 73, 20, 0
RGB241, 107, 143
WEB#F16B8F
PMS1915 C
CMYK15, 60, 0, 0
RGB209, 128, 181
WEB#D180B5
PMS245 C
CMYK60, 0, 45, 0
RGB98, 195, 165
WEB#62C3A5
PMS333 C
CMYK72, 0, 90, 0
RGB69, 183, 87
WEB#45B757
PMS361 C
CMYK90, 60, 0, 0
RGB22, 103, 178
WEB#1667B2
PMS285 C
CMYK100, 77, 28, 12
RGB13, 73, 121
WEB#0D4979
PMS654 C
CMYK0, 0, 0, 100
RGB0, 0, 0
WEB#000000
PMSProcess Black C
CMYK0, 22, 90, 0
RGB255, 201, 50
WEB#FFC932
PMS123 C
CMYK45, 0, 100, 0
RGB154, 202, 60
WEB#9ACA3C
PMS376 C
CMYK0, 80, 55, 0
RGB241, 91, 97
WEB#F15B61
PMS198 C
CMYK50, 0, 13, 0
RGB118, 206, 217
WEB#76CED9
PMS305 C
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AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES
ITC American Typewriterand
Giorgio Sanshave been selectedas our two primary typefaces and
should be used across all brand
applications.
Each has been chosen as a
contrast to the other and enables
us the opportunity utilise their
characterful traits depending on
the message and subject matter
of our communications.
ITC American Typewriter is full
of character and personality. It
enables us to communicate the
authenticity of our offer with all
the personality and charm that
our brand exudes. In contrast,
Giorgio Sans being a tall,
condensed typeface, delivers
on credibility and assurance.
In the event our primary brand
typefaces are not available
(eg. for our website), we have
specified Oswaldand RobotoSlabas appropriate alternatives.Both are available from Google
fonts.
For internal applications where
our brand typefaces areunavailable (eg Word, email etc.),
the Arial standard system font set
is the most suitable replacement.
Typography
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789!@#$%^&*()_+
ITC American Typewriter Authentic conversation
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()_+
!"#$%&'()*+,-./0123456789:;?@ABCDEFGHIJKLMNOPQRST
UVWXYZ[\]^_`abcdefghi
!"#$%&'()*+,-./0123456789:;?@ABCDEFGHIJKLMNOPQRST
UVWXYZ[\]^_`abcdefghi
Giorgio Sans Credibility
/MQ;F> !"#"$" &'(#
!"#$%&'()*+,-./0123456789:;?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_`abcdefghi
!"#$%
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PRIMARY BRAND TYPEFACES: For use across all applications
DIGITAL BRAND TYPEFACES: For use on our website
INTERNAL TYPEFACE: For use on internal documents only
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AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES
Our brand visual language
makes use of a range of iconicsilhouettes, which are of objects
and subject matter related to
our business.
They offer a simple and flexible
graphic look which is immediately
recognisable and enables us
a great deal of opportunity to
create strong, consistent brand
applications with confidence
and ease.
Featured opposite is a range
of silhouettes which have been
developed as artwork files and
are available for immediate use.
The range featured here serves
as a solid foundation for new
applications, however it is
important to encourage the
development of new silhouettes
to ensure of our brand look
stays relevant and fresh.
Brand language
100%Aussiefresh food.Guaranteed
Nevermindthe
milkman,heresAussieFarmers
Juicy &
plumpPackedwithGoodness
Farmerfreshdirect toyour door
Seasonfresh
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AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES
Featured opposite is a complete
overview of our brandmarkartwork files. Always ensure
you use the correct version as
stipulated in this document.
Please contact the Aussie
Farmers Direct Marketing
Team to obtain approved
brandmark master files
suitable for application.
Brand Toolkit 17
AFD_Brandmark_Pos.ai
AFD_Brandmark_Pos.eps
AFD_Brandmark_Pos.jpg
AFD_Brandmark_Rev.ai
AFD_Brandmark_Rev.eps
AFD_Brandmark_Rev.jpg
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Contact
For further information regarding
use of our identity please contact:General Manager, Marketing
Aussie Farmers Group
T: 1300 645 562
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