brand style guide · the full logo isn’t necessary, or already displayed in plain text. the can...

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Style Guide Color Palette

SECOND HELPINGS BLUECMYK: 79, 19, 28, 0RGB: 3, 158, 177

WHITECMYK: 0, 0, 0, 0RGB: 255, 255, 255

#039eb1

#ffffff

BLACKCMYK: 0, 0, 0, 100RGB: 0, 0, 0

#000000

#55bdbb

#008a88

#c6c8ca

#cae1e7

#343990

#252563

#ea7d2b

#e32729

#ef601a

Tones

Background

Tones

Primary Color

Accent Colors(suggested)

Style Guide Typography

GOOD HEADLINE PROA B C D E F G H I J K L M NO P Q R S T U V W X Y Z

GOOD HEADLINE PRO COMPUse for headlines

UPPERCASE

Weights:Comp Light, Comp, Comp News,

Comp Medium, Comp Bold + italics

FIRA SANSa b c d e f g h i j k l m no p q r s t u v w x y z

FIRA SANSUse for body copy

Sentence Case

Weights:Extra Light, Light, Regular, Medium,

Semibold, Bold + italics

TIMESa b c d e f g h i j k l m no p q r s t u v w x y z

TIMES Used in logo only

Sentence Case

Weights:Regular

Style Guide Primary & Secondary Logo

PRIMARY LOGO is full-color, using Second Helpings blue and white. The typefaceis Times.

The

The primary logo should be used on a non-white background, such as the brand colors shown.It can be used on other colors or photographs, as long as the logois clearly visible.

Second Helpings blue White Black

WORDMARKS.and, two alternative

but, only use these if you have to.

Style Guide Clear Space & Brandmark

is imperative to maximize legibility. As a general rule, keep a clear space of at least one (1) lowercase n, as found in Second and Helpings.

CLEAR SPACE

BRANDMARKthe full logo isn’t necessary, or already

displayed in plain text.

The can be used when

While the default brandmark uses a white fork and a Second Helpings

blue heart, the fork & spoon combo can also be displayed in Second

Helpings Blue, and the heart can be red or white.

Acceptable brandmark color combos

Style Guide Logo Do’s and Don’ts

PLEASE, DON’T

Rotate the logo Squash or stretch the logoAdd elements to the logo

Rearrange the logo Use off-brand colorsUse a similar background

Add a drop shadow or other text style

Rotate the brandmark tolook like a fork in use(it has a spoon too)

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