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Design and Communication Guidelines

Our Brand

Introduction

How It Started

Bios

Mission Statement

Target Audience/Tagline

Vision/Values

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Table of Contents

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Benefits

Our Logo

Our Icon

Brand Colours

Fonts

Moving Foward

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Introducing4 the Luv of Food

4 the Luv of Food is a 12-week program that gives people the knowledge

they need to lose unhealthy body fat for good—but it’s not a diet. We are so

mislead and confused by media, which is based on trends and fads, but how

great would it be to just know the facts?! Plain and simple!

4 the Luv of Food has weight loss results, but the focus is on losing inches.

People feel good naked because our program ensures it’s fat people are

burning: not muscle, or weight loss from water. This is not another fad diet or a

lifestyle change—it is a toolkit that teaches people how to add complementary

pairings to the foods we love to eat.

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How It StartedThe seed for The Food Palette (4tLoF’s early community based program)

was planted 20 years ago in a physiology lecture focused on nutrition. The

professor spoke of a semi-starvation experiment done in 1945 that revealed

the negative effects of dieting. The Food Palette became an obsession in

understanding the science of food metabolism and the need to inform the

misguided North American society.

Two studies began in 2010 that implemented the science without predicting the

results. The outcome was size reduction through fat burning, increased energy,

restored regularity, some weight loss, lowering of blood pressure, improvement

of cholesterol levels and the reversal of Type II Diabetes. There was no question

the program had to run on a large scale, reaching the far corners of

North America.

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BiosShannon Clark, BSc P.T., PTSAudience

Shannon Clark is 4 the Luv of Food’s co-owner

and head of research and development. She

graduated from the University of Toronto as a

physical therapist in 1992 and after working with

pediatrics in Canada for 6 months, moved to the

United States. There she spent 12 years specializing

in orthopedics, wound care, and finally teaching

in New Jersey at the University of Medicine and

Dentistry in the Masters Physical Therapy Program.

Her fascination with how the body balances itself

naturally and her passion for nutritious and delicious

food has made her pursue a second career trying

to curb the obesity epidemic that has taken hold of

North America.

On a personal note, she is happily married with 4

children and wishes nothing more than to teach her

kids how to love and appreciate what food does

for the body and the crucial role it plays bringing

family and friends together. She has one confession

to make, however: she hates vegetables (except the

red ones)! But guess what? You can burn body fat

without eating them!

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Danielle Greco, R.H.N., R.M.T., Natural Chef

Danielle is a practicing Registered Massage

Therapist, working with a wide range of clientele

since 2006. The cases she’s encountered from

musculoskeletal problems to dietary-related concerns

further sparked her interest in alternative health,

which led to a diploma in Holistic Nutrition in 2008.

Growing up on the ever-so-popular Mediterranean

diet in a family of grocers has greatly enhanced her

passion for food.

With a keen interest in wellness and holistic health,

she is determined to prove to skeptics that food

can be healthy without compromising flavor and

satisfaction. This led her to the west coast where

she attended Bauman College in San Francisco and

became certified as a Natural Chef. With her triad

complete, she’s happy to have partnered up with

Shannon Clark to create 4 the Luv of Food. Together

they hope to help educate people on the benefits of

making balanced choices that prevent disease and

enhance overall wellbeing.

Danielle is a health nut who loves vegetables,

could spend hours walking the grocery aisles and

is addicted to the Food Network. Beauty lies in

balance, and both Danielle and Shannon have

found the happy medium between conventional and

non-conventional food choices for happy, healthy

living.

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John Cosentino, B.A., Chef

Food, food and lots of it! It’s been a significant part

of the Cosentino family since John was a baby. With

an Italian background, John remembers dinner as

a time when Dad and Mom were home from work,

his sister was finally out of her study room, and he

home from the playground, his mouth watering for

Mama’s home cooking. His appreciation for food

skyrocketed when at 18, he went to University and

was responsible for his own meals, giving him a

chance to hone the skills he inherited as a child.

In 2003, after University, John went on to play a

short season of baseball in Italy where he realized

that local ingredients would be the tools of his career

trade. Upon his return he completed a two year

apprenticeship program at George Brown Culinary

School. He’s worked in a number of settings such as

the prestigious Copper Creek Golf Club under his

mentor Gianpiero Tondina, C.C.C. John returned

to Italy in 2008 to study under world class chefs in

some of the most reputable food establishments in

the country. Today, John is the owner and operator

of Food in Motion Catering Services. With the

extremely fast growing demand for healthy menus,

and critical concentration on dietary restrictions,

John is thrilled to team up with the ladies of

4theLuvofFood.com, bringing fresh, local ingredients

to the popular demand for proper food combining.

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4 The Luv of Food strives to improve people’s lives by providing an easy to follow program that promotes a happy and healthier lifestyle.

Mission Statement

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Target AudienceOur target audience is primarily women ages 25-45, with men of the same

ages as a secondary audience. They live in both rural and urban locations,

and require easy recipes with ingredients that can be found at their local

supermarket. They want simple solutions, recipes and information that they can

fit into their lives.

They’ve tried many diets across the board feeling that they have to deprive

their bodies to lose weight. Some suffer from fatigue, depression, and high

cholesterol and even run the risk of being pre-diabetic. What is the one thing

common to all of them? They strive toward getting healthy, but are confused

with the overwhelming amount of health information out there. Having a plan

that fits their busy life is key, and being able to “cheat” without the guilt is a

must!

TaglineWho doesn’t want to feel good? Better yet, who doesn’t want to feel good

naked? This is exactly what our program is geared to do: burn fat so you can

feel—and look—good naked!

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Our Vision

Our Values

4 the Luv of Food strives to continuously help people get healthier and happier

with their bodies, and as a result being a worldwide leader in the health and

wellness industry.

4 The Luv of Food is rooted in the values of honesty, compassion, healthy living

and attainability for all.

Honesty: Providing factual, science-based information that is researched and

has the client’s best interest at heart.

Compassion: Being able to sympathize with the needs and concerns of the

client and their health struggles and find solutions to create optimal health.

Healthy Living: Providing scientific pairing of foods to create the highest level of

optimal health for clients, helping them achieve their individual goals.

Attainability: Since all clients are unique, varying in age and lifestyle, 4 the Luv

of Food aims to provide a program that is completely attainable for everyone

in all walks of life.

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Benefits

4 the Luv of Food has numerous benefits: physical, mental and emotional. Our program empowers you, freeing you from the shackles of fad diets, restrictions and obsessive counting!

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Allows you to eat the foods you want to eat, all of the time. Every food can be a fat burning food. The secret lies in how you

pair them. We’ll teach you how and inspire you with meal plan

options and original 4tLoF recipes.

Helps you to burn body fat and return to an ideal body size. You will only burn body fat! No loss will be at the expense of water or

hard-earned muscle.

Helps reduce and reverse the risk of heart disease, obesity and diabetes. Balancing carbs prevents the body from producing the substance

responsible for narrowing arteries.

Gives you the knowledge you need to feed you and your family right, no matter what their likes or dislikes, allergies or religion. This program is universal and can be tweaked and tailored to suit any

need. Nothing is off limits and there are no restrictions, which puts

an end to “diet” foods the whole family won’t enjoy.

It is not a diet or a lifestyle change. It’s an education you need only once to get you on the right track to feeling good naked. Knowledge is power! Enlightenment and the confidence to make an

informed choice for your body is beyond rewarding.

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Our LogoWith its iconic heart and bold script, our logo is an eye-catching visual embodiment of our program.

We use the heart instead of the word “Luv” to make an instant visual

connection and a representation of health, mind and body. Just like any good

diet should be filled with a rainbow of foods, we use bright and fresh colours.

All together, our logo portrays our brand personality perfectly!

The tagline is part of the logo and should always be included where possible.

If an exception is made, the tagline must be incorporated into the design

somewhere else. Our full colour logo should always be shown on a white

background.

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Logo Guidelines

Don’t stretch. Don’t change words/fonts.

Don’t change the colour. Don’t rearrange the type or icon.

Don’t use colours or patterns

that interfere with the logo.

Don’t use colours or patterns

that interfere with the logo.

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Two Colour VariationsThese are the two colour variations, which are an addition to the regular full

colour logo. They can be used for colour–coding purposes or colour coding

sections within the brand.

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Single Colour VariationsThese are the greyscaled versions of our logo. Depending on the background

you can use ether of them for visibility.

Single Colour SolidGreyscale

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Our Icon

Always included as part of the logo, with or

without the tagline.

Always shown in our branded colours. Tints are

allowed.

Used on its own as an icon or watermark.

Always keep straight; do not rotate, reflect, or

otherwise edit the icon.

Icon Guidelines

Colour Variations

As part of our logo, the heart icon is wonderful

as a simplified representation of our brand. It

is unique and recognizable. We often use it as

a design element or watermark to spread our

brand in a variety of ways.

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Logo SpacingAlways keep a minimum amount of space between our logo and any other

elements in a design. Use the height of the tag line bar to help ensure the

spacing is proportional. There should be at least 0.25 inches of space at all

times.

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Brand Colours

C55 M0 Y100 K0

R128 G195 B66

HEX #7FC241

Our colours are fresh, inviting and motivating. Although simple, we believe in the power of colour brightening things up.

We have four main colors, plus solid black. In general, our brand colours

should always be 100% and solid, although tints are acceptable for water-

marks.

The default for text is 100% black. Our green is our primary colour, and is

generally used more often.

100% 100%

100%100%

80% 80%

80%80%

60% 60%

60%60%

40% 40%

40%40%

C72 M0 Y37 K0

R16 G187 B182

HEX #0FBAB6

C2 M100 Y98 K0

R231 G30 B39

HEX #E71D26

C0 M23 Y100 K0

R225 G213 B48

HEX #FFD430

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Fonts

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abc d e f gh i j k lmnopq r s t u vwxyz

1234567890 (.,:;?!$&@-*)

ABCDEFGHI JKLMNOPQRSTUVWXYZ

abcdefghijk lmnopqrstuvwxyz

1234567890 (.,:;?!$&@-*)

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 (.,:;?!$&@-*)

Marketing Script Regular

Futura LT Book and Bold

Marketing Script is a great Script font for headlines and pull-quotes. We use this font sparingly to preserve its impact.

Futura LT Book is a classic sans serif font that has a a nice geometric feel that helps us look fresh and modern. We use Futura LT Book and Bold for subtext and body text.

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Now that you understand our brand, you’re

ready to go out and spread 4 the Luv of Food to

the world. Always remember to keep within our

visual guidelines and, most importantly, always

communicate with our mission and values in mind.

If we are consistently uplifting, informative, and

inspirational in our visuals and communications, 4

the Luv of Food will succeed in making the world

Feel Good Naked!

Moving Foward

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4theluvoffood.com

4theluvoffood.com