Public Image Guide - Fair Food

Getting attention in today’s world can be challenging. It’s no longer enough to rely solely on traditional media or grass-roots engagement to get your story out to the public and garner support. But with so many concerned people and new forms of media, the time is right for making the most of communications to catch attention and inspire action.

• An Action Plan

• A Distinguished Identity

• Vibrant Promotions

• A Relationship Power Map

A POWERFUL COMBINATION

The work we’ve just completed together is a unique approach to communication & promotion that we call Public Image Works. Public Image Works combines the best of marketing principles and organizing practices to call attention to important issues and to mobilize action for success.

We celebrate the newly organized Public Image for Fair Food and hope that all the files, tools, and tips in this manual will help you use it to achieve your inspiring goals!

Questions? Design for Social Impact • 215-922-7303 •

TABLE OF CONTENTSPUBLIC IMAGE WORKS ...........................................................................................................................2

IDENTITY .....................................................................................................................................................4Core Elements ......................................................................................................................................... 5

Visual ......................................................................................................................................................... 6

Logo ........................................................................................................................................................... 7

File Formats ............................................................................................................................................. 8

Colors & Fonts ......................................................................................................................................... 9

Photo Style .............................................................................................................................................. 10

Visual Do Nots......................................................................................................................................... 11

Sensory ..................................................................................................................................................... 12

Message .................................................................................................................................................... 13

Interactive ................................................................................................................................................ 18

PROJECT CONTACTS ............................................................................................................................... 19ABOUT DFSI ...............................................................................................................................................20

TABLE OFCONTENTS

IDENTITY


YOUR DISTINGUISHED IDENTITYThe most distinguished public awareness efforts have demonstrated the importance of “Identity” to catch attention and inspire action.

Identity is a combination of how you understand your own organization (internal) and how you convey that understanding to others (external). It includes fundamental brand elements such as name and logo, but also important aspects like language, images, sounds, experiences and engagement style.

Your full Identity offers a glimpse into your organization’s mission, values, goals and unique qualities. When everyone within your organization really feels the Identity it is easy for the story to be represented externally – and a strong Identity can propel your organization and goals forward for lasting impact.

A strong and consistent Identity can make a difference in your daily operations too. It can help you in your first level of engagement. It can reach the people who need to know about you the most and guide you in your interactions with them. It determines who might call you, how you answer that call, and what you say and do when you hand out a new business card.

The following items comprise a Distinguished Identity for Fair Food. We hope that they will help you tell your story in the many ways that can inspire your audiences.

STRATEGIC PLAN

IDENTITY

PROMOTION

POWERMAP

• Internal Understanding

• Visual Identity

• Sensory Experience

• Message Identity

• Interactive Experience

KEY ELEMENTS

CORE ELEMENTS


INTERNAL IDENTITY UNDERSTANDINGVISION:We recommend that Fair Food develop a Vision Statement.

(A Vision Statement encapsulates your idea of the result of your work. What will happen if you achieve your Mission?)

MISSION:

Fair Food is dedicated to bringing locally grown food into the marketplace and promoting a humane, sustainable agriculture system for the Greater Philadelphia region.

CORE VALUES:We recommend that Fair Food develop their unspoken Core Values into written ones. (Core Values help define how you do your work and operate with external forces).

UNIQUE QUALITIES:• We make connections – literally and symbolically

• We think about Farm to Plate systems

• We are dedicated to Farm Viability

• Having a good time is a core value

• We have a Year-Round-Market that sells local food

• We promote a humane and sustainable approach to animal-related products

VISUAL


VISUAL IDENTITYPEOPLE RESPOND TO STRIKING VISUALS

Your Visual Identity is directly related to your overall presence you’re your audiences. It’s an opportunity to visually express Fair Food’s mission and aspirations – and to literally show them who you are and what you do.

• Logos

• Colors

• Fonts

• The Style of graphic art elements

• Photos

• Composition

• Flow of information

• Materials

WHAT PEOPLE SEE

LOGOFAMILY


FF_logo

FFF_logo

FF_HBlogo_GoodFood FF_HBlogo_Meat

LOGOFILES


LOGO FILES

Questions? Design for Social Impact • 215-922-7303

APPEL FARM LOGO FAMILYELECTRONIC FILES, FORMATS & USE

Black.eps For professional print shop projects - one color ink or white knockout

Black.jpg For in-house projects - one color ink or white knockout

CMYK.eps For professional print shop projects - Full color printing

CMYK.jpg For in-house projects - Full color printing

RGB.eps For computer screens - For professional programmer projects

RGB.jpg For computer screens. For in-house use

SPOT_Coated.eps For professional print shop projects - solid ink (e.g. t-shirts) or embroidery glossy/coated paper

SPOT_Uncoated.eps For professional print shop projects - solid ink (e.g. t-shirts) or embroidery uncoated paper

GOTHAM NARROW MAC FONTS Font family for us on Mac platform computers

FAIR FOOD LOGO FAMILYELECTRONIC FILES, FORMATS & USE

COLORS & FONTS


COLOR PALETTE

FRUTIGER FONT FAMILY

Frutiger 55 RomanFrutiger 65 Bold

Frutiger 75 BlackFrutiger 95 Ultra Black

Frutiger 47 Light CondensedFrutiger 57 Condensed

Frutiger 67 Bold CondensedFrutiger 77 Black Condensed

Frutiger 87 Extra Black Condensed

FF GREEN 50/0/85/35 50/0/85/35 5E8E3F 94/142/63 377 383

FF RED 1 30/80/60/30 30/80/60/30 893E45 137/62/69 1805 1805

FF RED 2 0/80/60/20 0/80/60/20 C7494B 199/73/75 1805@80% 1805@80%

FF PINK 10/35/20/0 5/35/30/0 DEAAAD 222/170/173 1805@42% 1805@42%

DK GREEN 81/47/95/56 81/47/95/56 LE3F1F 30/63/31 554 554

GOLD 0/15/100/20 26/12/100/0 D4B005 212/176/5 103 110

LT BROWN 0/50/85/20 24/50/100/6 C1742F 193/116/47 139 131

LT GREEN 50/0/85/0 52/2/97/0 8AC75A 138/199/90 376 382

CREAM 0/5/15/3 0/5/15/0 F6E8D1 246/232/209 141@20% 141@20%

DK BROWN 44/70/82/53 44/70/82/53 583622 88/54/34 469 469

GOLD 0/33/80/0 0/33/80/0 FCB44B 252/180/75 142 142

CMYK RGB SPOTCoated Uncoated Hex Code R/G/B Coated Uncoated

ADDITIONAL FAIR FOOD COLORS TO USE IN MATERIALS

HERITAGE BREED COLORS

FAIR FOOD’S FONT FAMILY

PHOTO STYLE


FAIR FOOD’S PHOTO STYLE: FRESH, CLEAN & HEALTHYShow photos that represent the connection to the farm and the products in a urban/suburban/contemporary/sleek way.

Show contemporary farmers with more focus on the individuals. When showing the products, focus on the clean, fresh product display.

FAIR FOOD FARMSTANDEnvironmental Design IdeasB: “Fresh, Clean and Healthy”

Visual Design:Still representing the connection to the farm and the products, but presented in a more urban/suburban/contemporary/sleeker way.

Visual Elements: Higher emphasis on product display. Contemporary farmers - more focus on the individuals, epicurian delights.

Smells:Flowers, fruit (lemon) and other sweet or fresh smells

Sounds: Airy, bright, outdoor sounds like birds, wind, lighter wind-based music

Educational Elements: Specifically branded as an educational element. Integrated sparingly among products for tie in. Specifically designated Education area for focused attention.

Brand Integration: Buy Fresh Buy Local & Heritage Breed products would be clearly labeled when integrated together. Specifically designated areas for focused attention.

VISUALDO NOTS


VISUAL ELEMENTS BEST PRACTICESYour Fair Food Visual Identity will keep its power if it is used consistently. Here are some pitfalls to avoid:

DO NOT stretch your logo.

DO NOT use a low resolution version of your logo and any photos that go along with your materials. A jpg at 300dpi can not be made any larger without losing its quality. An .eps vector file can get as large as it needs to be without losing any quality.

DO NOT change any colors within your logo.

TIPS• When printing, normally the resolution should always be at 300dpi. The only exception is when

you are printing large format (such as a banner). Then the resolution can be 150dpi.

• You can not raise an image’s resolution in photoshop. Just because the resolution box lets you type in a higher number, does not mean it is increasing the resolution.

DO NOT stretch photos disproportionately.

FAIR FOOD FARMSTANDEnvironmental Design IdeasB: “Fresh, Clean and Healthy”

Visual Design:Still representing the connection to the farm and the products, but presented in a more urban/suburban/contemporary/sleeker way.

Visual Elements: Higher emphasis on product display. Contemporary farmers - more focus on the individuals, epicurian delights.

Smells:Flowers, fruit (lemon) and other sweet or fresh smells

Sounds: Airy, bright, outdoor sounds like birds, wind, lighter wind-based music

Educational Elements: Specifically branded as an educational element. Integrated sparingly among products for tie in. Specifically designated Education area for focused attention.

Brand Integration: Buy Fresh Buy Local & Heritage Breed products would be clearly labeled when integrated together. Specifically designated areas for focused attention.

SENSORY


THE FULL EXPERIENCEFair Food offers a complete experience for everyone – staff, volunteers and participants alike. Sensory experience is a very important aspect of your Identity and can help you reinforce your important mission with your audiences.

Consider how they can be used in your environment, in your interactive experience and at events.

SOUNDS (airy and bright, outdoor sounds)

• Birds

• Wind

• Light wind instruments and music

SMELLS (sweet and fresh)

• Flowers of the season

• Citrus fruit (lemon, orange)

• Honey

TOUCH• Solid

• Clean

TASTES (you got this one in the bag!)

EXPERIENCE IDENTITY

MESSAGE


MESSAGE IDENTITYYOUR MESSAGE MUST BE STRONG

Effectively communicating the ideas represented in your Visual Identity completes the cycle of a strong Organizational Identity. Your message and the way you communicate it have tremendous ripple effects. Like your Visual Identity, messaging can attract, repel, or excite potential audiences, so it must be clear and concise the first time and every time.

• Names

• Slogans

• Greetings

• Short verbal introductions

• Long verbal presentations

• Short written phrases

• Long written pieces

WHAT’S IN A MESSAGE?

MESSAGE


We think you do a good job explaining the mechanics of your work. You also speak well to the big-picture vision and ethos that surround your work. The biggest missing piece is the unique voice of Fair Food – the personality that is present in the people, the programs and events of your organization.

Our primary goal of this recommended reworking of your language was to inject that personality throughout different forms of communication. As an independent, thought-leader organization with a good reputation, Fair Food can move beyond descriptive language that focuses on the functions of your group, to language that conveys larger vision and mission with practical applica-tion. Specifically, we seek to move away from purely perfunctory descriptions to more celebratory and passionate ways of telling your story.

ONE LINER Fair Food connects communities with locally grown food to promote a sustainable food system.

SMALL STATEMENTFair Food connects communities with locally grown food to promote a sustainable food system. We celebrate the importance of family farms and create a year-round marketplace for fresh, local and humane food products in the Greater Philadelphia region.

NOTE: Organizations have a better foundation and connection to their audiences if their mission statement matches what they would say publicly in a small statement. Consider this small statement language when developing your Mission Statement.

MEDIUM STATEMENTFair Food connects communities with locally grown food to promote a sustainable food system. We celebrate the importance of family farms and create a year-round marketplace for fresh, local and humane food products in the Greater Philadelphia region.

Fair Food has been uniting local farmers with consumers for over a decade. We’ve grown, and our work has too. We provide an assortment of programs and services that contribute to a strong lo-cal food system. Supporting farmers, connecting consumers, educating the public and celebrating the joys of local food will lead us through our next 10 years.

MESSAGE


SLOGANS AND TAGLINESA Tagline is a phrase that gets added to your name and STAYS with your name on all materials. It is a way to convey information about your organization that your name and visual identity might not capture without further explanation.

We do not recommend a tagline for Fair Food. We think your name is very clear – and even provocative, causing the audience to think about what it means. The visual display of your name through the logo tells the other part of the story that includes agriculture/farms/produce.

Slogans are phrases that can convey more than the name, but aren’t designed to round out the name for a “full story.” Slogans can be used in different manners and at different times. They are not permanently connected to your name like a tagline.

We recommend that Fair Food use Slogans connected to different marketing campaigns or programs to convey even deeper parts of your story. As you develop your Core Value language, Slogans can emerge to tie it all together for a fully rounded way of telling your story.

Here are a few Slogan options:

• Promoting Farms, Connecting People

• From the Farm Not the Factory

• Connecting You to Local Family Farms

PROGRAM NAMES You should align programs with the Fair Food Identity as much as possible. Creating a consistent naming style and visual package will help people associate your programs with your thought-leader position.

• Link program names with “Fair Food” for added Identity consistency.

• Avoid acronyms associated with programs. Create names that are a rally cry like “Fair Food” or “Buy Fresh Buy Local”

• Fair Food Farmstand Current slogan: Connecting You to Local Family Farms

MESSAGE


• The Consulting Project - sometimes called Farmer & Buyer Consulting • Settle on one name for the project

• Consider changing name to capture the idea of “connections” and to add passion/active quality

• Rough Ideas:

- Farm Connect

• Farmer Outreach • Consider upgrading or changing name to capture the idea of “viability” and to add

celebratory/active quality, while keeping practical aspect

• Rough ideas:

- Farmer Network

- Farmer Advance

• Buy Fresh Buy Local • Drop the word “campaign” sometimes associated with this. Use it as a sub-brand that

you carry and educational/marketing program

• Farm to Institution • Is there a better word than “Institution?” Do the audiences you are speaking to consider

themselves Institutions or something else?

• Consider changing/upgrading name to be less perfunctory and more visionary/active.

• Rough ideas:

- Farm & Food Service

- Farm Source

PUBLICATION TITLES Philadelphia Local Food Guide• This is recognizable, so it should be kept.

• Consider using “Philly” to match up with your URL and to add some fun language into this per-functory title.

Wholesale Guide to Local Farm Products• Consider changing or adding language to align this with the “Farm to Institution” naming.

• Use more compelling language or Slogan like: Fair Food Wholesale!

MESSAGE


EVENT TITLES The Brewers Plate• This is recognizable, so it should be kept.

• Consider upgrading the visual look to match new, bold look of Fair Food and align it with the organization as host.

Local Grower Local Buyer Gathering• Align with any shifts in naming for the program

• Use more compelling language, based on naming of program

Farm Tour Series• Use more compelling language or add a slogan like:

Fair Food Farm Tours (drop “series”) + slogan/rally cry

Buy Fresh Buy Local Week• This is recognizable and national, so it should be kept

URL Your current URL is: www.FairFoodPhilly.org. There is an international organization called Fairfood and they have Fairfood.com and .org. Given that, your current URL seems the best and can signify your location, not a mission to serve just Philadelphia. It might be worth considering FairFoodUSA.org and .com, if your strategic plan has you expanding beyond the Greater Philadelphia region in the future.

INTERACTIVE


WEBSITESFair Food’s Website is place for multiple senses to be experienced all at once.


CONTACTS

PROJECT PEOPLE

FAIR FOODAnn KarlenExecutive Directorphone: 215.386.5211 e-mail: [email protected]

Christina DowdCommunication & Outreach Directorphone: 215.386.5211 e-mail: [email protected]

DESIGN FOR SOCIAL IMPACT525 S. 4th Street, studio 589Philadelphia, PA 19147phone: 215-922-7303fax: 215-922-7304

Ennis Carter for StrategyFounder & Directore-mail: [email protected]

Alex Peltz for Creative DirectionCreative Director, Project Coordinatore-mail: [email protected]

Melinda Essig for Visual ElementsLead Designere-mail: [email protected]

James Koivunen for Message ElementsHead of Message Departmente-mail: [email protected]

DESIGN FOR SOCIAL

IMPACT


ABOUT USSince 1996, Design for Social Impact has developed creative communication projects that help call attention to important social issues.

We believe that the best communication starts with focused strategy that then gets delivered with an artistic and compelling flair.

We help groups achieve those results - whether it’s an organizational identity or promotional campaign.

Learn more about our social enterprise and see our online portfolio at: www.designforsocialimpact.org

Public Image Guide - Fair Food

Documents

Transcript of Public Image Guide - Fair Food