Graphic Standards Manual 1

Graphic Standard Manual

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Logo Concept

The logo represents Founding Farmers role of being a modern

restaurant serving farm-inspired food. The logo was inspired

by the shape and form of wrought iron work, American agrui-

culture, and fine dining. The typeface reflects the serif-like

stem of the logo and gives the logo height.

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Color Applications for Logo

Appropriate use of the logo is the most important part of

maintaining the Founding Farmers brand. The consistency of

its appearance is critical to communicating the principles and

overall strength of the brand.

Color Variations

Only these logo color combinations are permitted. Do not

create your own variants. Always reproduce them from

approved artwork. Four different versions of our logo color

combinations may be used:

Grayscale/Black: For black and white publications, or against

light or bright colored backgrounds where the primary version

is unreadable.

Reversed White: Reversed to white against a dark or bright

background, where the primary version is unreadable.

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Color Version Black on White

Grayscale White on Black

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Clear Space

Unless otherwise prescribed, the logo should be

surrounded by an area of white space equal to at least

one X-height units with the tagline and without (see

illustrations). The X-height is defined as a square whose

sides are the same length as the height of the “Farmers”

letters in the brand logo.

x

x

xx

xx xx

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Minimum Acceptable Usage

The minimum size of the logo is 20mm x 39mm.

15 mm

Servicemark Rules

The Founding Farmers logo, including its design elements,

colors, and tagline, are servicemarks owned by Founding

Farmers. The logo may only be used in accordance with this

Style Guide. Never alter the logo in any way. The electronic

logo files available that are supplied by Foudning Farmers are

the only files that should be used.

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Unacceptable Logo Usage

Our logos are custom-designed artwork. It is important to

keep the logo configurations as it was created. Never alter the

logo in any way. Here is a list of common mistakes to make it

easy to avoid misrepresentation:

Do not skew or stretch the logo and type.

Do not change any colors of the logo.

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Do not rotate the logo and the type.

Do not add any effects such as glow.

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foundingFARMERS

Do not outline or add a stroke to the logo.

Do not more any placement of type.

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Color Palette

CMYK: To ensure correct color reproduction use for four

color printing.

PMS: Primarily for logo color matching and two color print-

ing. PMS Colors are standard colors with the majority of

printers around the world.

RGB/HEX: Used for web and screen applications, this

includes PowerPoint presentations. RGB/HEX colors will not

reproduce the correct colors if printed professional, therefore

they are not to be used for printed materials. Your screen my

convert the colors differently depending on specific settings

and calibration. HEX values are standard on the web.

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TINTS: Increments of 20% are an acceptable application of color.

CYMK

Golden Yellow Dark Golden Yellow

RGB 204/155/44 168/122/45

PMS 1245 1255

HEX CC9B2D

20/38/100/1 31/49/100/11

A87B2C

CYMK RGB PMS HEX

Crimson

146/52/32

1815

923420

28/88/98/27

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Primary Typeface

ArcherThe typeface is an important element of the Founding Farmers

brand appearance. Archer type family is used to complement

the Founding Farmers logo, it sets a confident, contemporary

tone. Archer gives users a lot of flexibility by offering a broad

range of type weights and styles, for both headline and text.

Use Archer fonts for all professionally printed materials.

Typeface

Appropriate typography is important in the presentation of the

Brand. The guidelines below explain which typefaces can be

used in specific contexts; do not vary from these specifications

or introduce other typefaces.

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Archer

MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

SemiboldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

BookABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

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Web Typeface & PowerPoint Presentations

Verdana

Use for web and screen applications. For headers use Verdana

bold; body copy use Verdana regular.

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Verdana

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TINTS: Increments of 20% are an acceptable application of color.

CYMK

Blue Dark Blue

RGB 45/98/204 3/44/128

PMS 7455 2757

HEX 2D62CC

83/65/0/0 100/92/20/9

D32C80

CYMK RGB PMS HEX

Grass Green

32/146/64

348

209240

84/18/100/4

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