Brand Guild Lines Sustenance Version 1 2011
Introduction Sustenance is a food brand that provides delicious, nutritious and locally sourced children s lunch packs. Sustenance supports the Australian economy and the Australian public by providing healthy and environmentally sustainable goods. Sustenance represents a true Australian outlook and only supports suppliers that promote Australian grown and made, and those Australian owned companies that operate in a highly ethical manner. Sustenance s corporate identity has two simple, main purposes. The first purpose is to communicate with the consumers on a visual level. Secondly, Sustenance s identity will tell people who Sustenance are and set Sustenance apart from the competitors. Through following the rules outlined in this guide you will help reinforce Sustenance s environmentally sound, child friendly, and Australian outlook. Design, good or bad, is a vehicle of memory. Good design adds value. ~Paul Rand
4 Sustenance 12 Business Card Contents 5 Concept 13 Envelope 6 Colours 14 Letter Head 7 Reverse 15 Paper Stock 8 Improper Use 16 Examples of logo usege 9 Typography 17 Examples of logo usage 10 Scale 18 Examples of logo usage 11 White Space 19 Logo usage
Sustenance A recent study of Australian children s school lunches found that most children brought home a packaged lunch box, children consumed up to four highly processed junk foods each day and almost all lunch boxes included bread and fruit, but also contained biscuits unhealthy muesli/fruit bars and packaged snacks. Sustenance takes the guess work out of children s lunches by providing a range of packaged meals that are healthy, locally sourced, and free from preservatives and gels. Sustenance is backed by a team of paediatricians and nutritionist who provide us with the latest research on Children s well-being and health. Time poor and culinary challenged Australian parents complain that they don t have the time or knowledge to source and create the healthy lunches that their children need to provide them with the most optimum sustenance. Sustenance has a range of 20 speciality meals that offer variety and options for dairy, wheat and nut allergies as well as gluten-free options. Our wide variety of meals allow for your child to have variety and assures that they will never come home with a full packed lunch box! Also, competing supermarket brands often tout healthy Children s snacks that are anything but. This was recently discovered in the recent Sanitarium debacle, when Sanitarium described a dubious percentage of fruit content on their packaging for a product which included higher amounts of other substances such as sugars and gelling agents. That s where Sustenance comes into play. Our products are all locally sourced, all items are grown, sourced and produced in Australia. We support the Australian economy and to provide the Australian public with healthy and environmentally sustainable goods. All of our profits remain here, and by giving healthy lunch solutions to families at reasonable prices, we will help sustain the future of our country. 4 S ustenance
Concept Sustenance is a company with an environmentally sound, child friendly, and Australian outlook. The current logo that is being presented reflects the high-end, organic and sustainable food brand, while also incorporating a child friendly edge into the design. Sustenance s mission is to provide children with a range of packed meals that are healthy, locally sourced, and is free from preservatives and gels. Through supplying healthy lunch solutions to families at reasonable prices, Sustenance will help sustain the future of the economy. Sustenance s aim is to have a logo that will appeal to adults and children. The logo is based of the Australian bird, the emu. The emu is one of Australia s national icons, which is known to feed on organic foods such as grains, flowers, berries, soft shoots, insects, grubs and whatever else they can find. The emu represents the high-end, organic aspect that Sustenance is trying to convey in its logo. The pink and green colours are used to convey the child friendly and Australian outlook the brand is trying to express to its public.the pink colouring is adapted into the logo from the bottle brush flower, found in the Australian environment. This colour also appeals to young girls and children. The green in the logo is used, as it is one of Australia s national and well-known colours. This colour within the logo is a soft green, as it will appeal to young boys and children. Through the development of the logo, it will address the problem of children bringing back home a packed lunch box. Adults and children alike will be able to associate the logo to the organic and sustainable food that will be available to families by Sustenance. Sustenance 5
Colours Color should reinforce the architecture, balance the natural conditions. ~John F. Saladino Pantone: DS 141-4 U R 240 G 103 B 147 C 0 M 75 Y 15 K 0 Pantone: DS 299-3 U R 169 G 197 B 107 C 30 M 0 Y 70 K 10 The Sustenance brand uses white space in its logo to convey an open and uncluttered feeling. White space is used as a way of strengthening its modern corporate identity. The pink and the green colours communicates the child friendly and Australian outlook the brand is trying to convey. The pink is a representation of youth and joy fullness of children. With this said, the Sustenance colour palette consists of colours that are commonly found from the Australian outback. The pink comes from the well known Australian flower, the Bottle Brush. The green is used as this colour is commonly found everywhere in the Australian environment. The green reflects and reinforces the organic, high-end and sustainable image the brand is trying to convey. Drawing upon the environment for the colour palette of the brands identity, creates a warm and approachable feeling towards Sustenance. 6 S ustenance
Reverse Black and White White and Black Reverse Black Reverse White Reverse Colour The use of the black and white logo, will be used for advertising along parkways, roads and places where colour may be distracting. The reverse logo will be used when the detail of the logo is lost through shrinking the image. Sustenance 7
2. Improper Use 1. 3. 4. 5. 1. Squashing the logo should be avoided as it looses the initial structure. 2. Stretching the logo must be avoided as the text and the emu image looses its initial form. 3. Rotating the logo should be avoided as it looses its initial recognition. 4. Placing the logo in front of a dark or cluttered image should be avoided 5. Squashing, rotating or changing the type face of the logo must be avoided as the logo will look messy deformed and loose any message it was trying to convey. Misuse of the Sustenance logo, in any way, devalues it. The logo should always be displayed in its entirety. The proportion of the logo (height and width ratio) should always be kept. The logo should never be displayed in rough form. 8 S ustenance
Didot Regular is only to be used as the type face for the logo/brand identity and for office use. This typeface should never be used with italics. This type face should never placed behind a messy or busy picture and should not be used with all CAPS in body paragraphs. If all CAPS was to be used along with the pink emu logo then the message would be lost. Didot Bold is to be used for small headers in document text. Typography Didot Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Didot Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Arial Regular is a substitute for Didot Regular for office use only. Sometimes the use of Didot Regular can be hard to read and this type face can be used for a substitute on official documents, reports or any other office document if so required. Arial Bold is to be used for small headers in document text. Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Sustenance 9
79.2mm Scale 19.8mm This is the smallest the logo can be scaled without loosing clarity 16.8mm Enlargement x 4 67.2mm 118.8mm Enlargement x 6 10 S ustenance 100.8mm
Beauty of style and harmony and grace and good rhythm depend on simplicity. ~Plato White Space The amount of white space that should be present around the logo should be 1 x, X = height of the S in the logo type for the top and the bottom. 2 x, X = height of the S in the logo type for the right and left hand side of the logo. Sustenance 11
Business Card Business Cards 90mm x 55mm (Not shown at actual size) A Logo Prints 100% Pantone DS 141-4 U & DS 299-3 U Name Prints 100% black 11pt Didot typeface Title Prints 100% black 7pt Arial Regular typeface B Address/phone numbers/fax/email Prints 100% black 6pt Didot Regular typeface Logo background Prints 10% opacity pantone DS 141-4 U Business card backing Prints 100% pantone DS 299-3 U Logo prints 100% paper 12 S ustenance
Envelope Envelopes DL 220 x 110mm (Not shown at actual size) Address Prints 100% black 10pt Didot Regular typeface Logo Prints 100% Pantone DS 141-4 U & DS 299-3 U Logo background Prints 10% opacity pantone DS 141-4 U Sustenance 13
Letterhead Letterhead 210 x 297mm (Not shown at actual size) Logo Prints 100% Pantone DS 141-4 U & DS 299-3 U Address/phone numbers/fax Prints 100% black 9pt Didot Regular typeface Logo background Prints 10% opacity pantone DS 141-4 U Body Copy Prints 100% black 10pt Didot Regular 13pt leading 14 S ustenance
Paper Stock The type of paper that is chosen, can either make or break the design or logo. Along with the logo or design, the type of paper chosen, is also a representation of the brand, what it represents and the professionalism of the company. The type of paper stock that Sustenance will use is as follows: The general,everyday mailing envelope is usually 80 gsm. Other weights of envelopes include 90 gsm for mailing heavier objects, and 100 gsm for letterhead correspondence and more prestigious mailing. The brand Sustenance will use an 80 gsm weight as it is the easiest and most convenient for every day mailing. Business Cards (90mm x 55mm) 300 gsm silk Envelopes (220 x 110mm) 80 gsm white wove Letterhead (210 x 297mm) 100 gsm colotech White wove is the paper that is commonly used for envelope creation and distribution. It is simple to use, reproduce and print upon. Sustenance 15
Examples of Logo Usage 1. 16 S ustenance
Examples of Logo Usage 2. Sustenance 17
Examples of Logo Usage 3. 4. 18 S ustenance
Logo Usage 1. Simplicity is the best form of advertising. It is uncluttered, clean and easy to see on the road or whilst driving. The placement of the logo on the truck is designed to draw the passers eye and in turn create a lasting impression upon the viewer/impressionable consumer. The colours, although are aimed at children and young families, are bright and eye catching. This is exactly what is needed in advertising and a good brand identity. 2. The second example of using the logo, is a perfect way of showing how to use the black or white alternative of the original Sustenance logo. If the pink and green logo was to be placed on a brightly coloured lunch box then the logo would fade or dissolve into the coloruing of that item. The white or black alternative is a perfect way of attracting adults into buying these products and the fun cartoon like image of the emu will attract the children into wanting the products on offer. 3. The use of street advertising on high walls or tall buildings allow for the public to be exposed to the logo/brand identity. 4. Street, poster and bus bay advertisement allows for a more personal was of advertising. It gets right into the consumers face and screams out buy me. Placing the logo behind a lightly coloured background allows for a more welcoming feel and child friendly edge, which is what the brand is trying to convey. Design should never say, Look at me. It should always say, Look at this. David Craib Sustenance 19