Youth Farm Brand Style Guide

WHERE LEADERSHIP GROWS

CREATIVE CENTER APRIL 2013

YOUTH FARM | CREATIVE CENTER | APRIL 2013 PAGE 3

Table of Contents

Strategic Foundation 4Typography 6Color 8Voice and Tone 10Manifesto 12Storytelling 14

Identity 18Iconography 26Photography 30Applications 36

YOUTH FARM | CREATIVE CENTER | APRIL 2013 PAGE 5YOUTH FARM | CREATIVE CENTER | APRIL 2013 PAGE 4

Strategic Foundation

These guidelines are about providing a visual/verbal representation of Youth Farm that helps participating youth, families, employees

and others tell the organization’s story simply and become advocates for the brand. This creative center illustrates how Youth Farm can capitalize

on the distinct opportunity to distinguish itself from others in the industry through the cohesive and consistent use of branding—using a common

visual language and voice to build credibility and brand equity.

The following is our guide to the next generation of Youth Farm look, tone and feel—the generation of growing leaders.

From the principles that guide us, to the ways it can and should be expressed, both visually and verbally, this document should serve as our road map for creative execution and translation for all audiences. By presenting a future state of brand and marketing communications, we can better define exactly how the brand should be expressed.

This document is flexible—designed to eventually adapt to all of Youth Farm’s marketing and communications vehicles. It tells the story of Youth Farm, through words and pictures, in a distinctive and authentic manner.


Avenir was selected as the primary typeface because it is a legible font that offers a variety of weights and is web-friendly. The medium weight should

be used for headlines and the book weight for body copy. Other weights should be used sparingly and to create distinction in special circumstances.

Typography

Aaabcdefghijklmnop qrstuvwxyzABCDE FGHIJKLMNOPQ RSTUVWXYZ0123 4567<?@#$%&*


PANTONE WARM GRAY 5

C=11 R=174 M=13 G=167 Y=14 B=159 K=26

HX=AEA79F

The Youth Farm color palette represents the spirit and vibrancy ofyouth, food and community— blending a few, subtle

neutrals with a variety of rich and brilliant colors that can be found in the field, in the grocery store and on the dinner table. Monochromatic and

primary colors should be used as the primary representation of the brand. Accent colors may be used to further define secondary elements.

Color

ACCENTS

MONOCHROMATIC

PRIMARY

PANTONE COOL GRAY 10

C=38 R=97 M=29 G=99 Y=20 B=101 K=58

HX=616365

PANTONE BLACK

C=0 R=30 M=0 G=30 Y=0 B=30 K=100

HX=1E1E1E

PANTONE 469

C=21 R=96 M=70 G=53 Y=92 B=29 K=70

HX=60351D

PANTONE 369

C=67 R=88 M=0 G=166 Y=98 B=24 K=5

HX=58A618

PANTONE 485

C=0 R=213 M=93 G=43 Y=95 B=30 K=0

HX=D52B1E

PANTONE 226

C=0 R=207 M=100 G=0 Y=2 B=114 K=0

HX=CF0072

PANTONE 583

C=25 R=168 M=3 G=180 Y=100 B=0 K=14

HX=A8B400

PANTONE 717

C=0 R=217 M=60 G=94 Y=100 B=0 K=3

HX=D95E00

PANTONE 124

C=0 R=234 M=27 G=171 Y=100 B=0 K=0

HX=EAAB00

PANTONE 7512

C=6 R=160 M=53 G=92 Y=100 B=15 K=31

HX=A05C0F

PANTONE 2915

C=61 R=94 M=7 G=182 Y=0 B=228 K=0

HX=5EB6E4

PANTONE 221

C=8 R=145 M=100 G=0 Y=24 B=75 K=35

HX=91004B

PANTONE 654

C=100 R=0 M=73 G=44 Y=10 B=95 K=48

HX=002C5F


Youth Farm must speak with one voice that is clear, succinct and recognizable within the industry and among the audiences they serve.

Voice and Tone

Honest Playful

Positive Knowledgeable


Cultivating youth is the essence of what Youth Farm does and it seems appropriate that this

public declaration is penned in the voice of those they aim to serve.

Manifesto

We farm to grow. We farm to play. We farm to give. We harvest relationships along side rhubarb. We sow confidence with carrots. We nurture leaders like the seeds we plant. We gather peapods along with knowledge. We tend to cabbage and in turn the community. We work the land and let it transform us. We farm to learn. We farm to feed. We farm to grow.

Youth Farm Where leadership grows.


Youth Farms’ stories should be succinct, graphic, fun and interesting, and should be told from a collective point of view. We not I. Together not separate.

There will be exceptions where it’s important to get specific points of view, but the organization is about the connection and the impact youth can have when

they work together. Writing is knowledgeable, not know it all and should be inclusive not exclusive. Stories should be purpose driven and connect back to the

idea of Youth Farm being a place where leadership grows. Youth are the primary story, and food is the process in which Youth Farm tells their stories.

Storytelling

MISSION

We grow leaders. We provide year-round programs for youth ages 9 to 24. We farm to educate and train through gardens and greenhouses. We cultivate leadership through planting, growing, preparing, and selling the food we grow.

We grow food. From raspberries to radishes we seed, plant, grow and harvest our food and bring it to our communities’ forks. We feed families through our CSA, community dinners and other neighborhood events.

We grow community. We live in and work in vibrant and diverse Minneapolis neighborhoods of Lyndale, Powderhorn and Hawthorne as well as Frogtown and the West Side neighborhoods of St. Paul.

We grow progress. Since 1995 we’ve created and implemented a development model that grows with our youth to challenge them where they’re at with projects and leadership opportunities tailored to a variety of ages and abilities.


Storytelling

PHILOSOPHY

We farm to build youth of character. Our youth develop into responsible, essential and wholehearted members of their own communities.

We farm to serve our community. Our program is meant to serve the vibrant, diverse and unique communities in which we are present and active.

We farm to create meaningful connections. Positive relationships with food, peers, families, communities and most importantly themselves create the best and most impactful youth development.

We farm to sustain. Through the cycle of growing, distributing, cooking and eating we create a complete approach to a healthy self and a healthy community.

We farm to be a good neighbor. Creating stronger communities, more engaged citizens and happier neighborhoods by focusing on local leadership, partnership and development opportunities.


Identity

The Youth Farm identity was created to feel modern, yet approachable and have a bit of personality that can be skewed from serious

to playful depending on audience and/or application. Two primary lockups are provided here; logotype only and logotype with tagline.

PRIMARY LOCKUPS


In order to preserve the integrity of the logo and the brand, guidelines were developed to maintain cohesion and consistency among use.

No adjustments should be made unless explicitly outlined here.

IdentityLOGO MAY BE USED IN ANY OF THE

MONOCHROMATIC COLORS

VERTICAL FORMAT CENTERED (AS NEEDED)

HORIZONTAL FORMAT

LOGO SHOULD REVERSE OUT OF A SOLID COLORED BACKGROUND

LOGO SHOULD REVERSE OUT OF A HEAVILY COLORED PHOTOGRAPH

VERTICAL FORMAT LEFT (OR RIGHT) JUSTIFIED IS PREFERRED

LOGO DOS

THE “U” SYMBOL MAY BE HIGHLIGHTED WITH A COLOR FROM THE PRIMARY PALETTE WHEN USING

BLACK OR COOL GRAY 10 FOR THE LOGOTYPE

HORIZONTAL FORMAT


In order to preserve the integrity of the logo and the brand, the logo should not be adjusted in any way other than proportional scale and color.

IdentityNEVER USE MULTIPLE COLORS

(OTHER THAN HIGHLIGHTING THE “U”)

NEVER ALTER THE VERTICAL OR HORIZONTAL SCALE

NEVER HIGHLIGHT THE “U” WHEN REVERSING THE LOGO OUT OF A SOLID COLOR

NEVER ALTER THE WEIGHT OF THE LOGO

NEVER SKEW THE LOGO IN ANY WAY

LOGO DON’TS

NEVER EMPHASIZE ONE WORD OVER THE OTHER (IN COLOR AND/OR SCALE)


The unique treatment of the “u” was designed to be a symbol for more playful communication pieces such as packaging and apparel items. The

similarities to a smiley face are intentional and remind the audience that programming is not only meaningful, but enjoyable as well. Please note that

this symbol should always be used in conjunction with the full identity and never alone, unless the audience is familiar with the brand and within the

context of other branding materials.

Identity


A collection of icons were created to help give a visual voice to Youth Farm that is modern and fun, but more importantly, to differentiate them from

others who operate within this unique industry and category. Icons can be used to highlight specific activities and programs as well as representation

for produce, tools and outcomes.

Iconography


Here is the entire library of icons created for Youth Farm. Other icons may need to be developed as the brand evolves. New icons should follow the

visual precedent and style set forth in the executions shown below.


STYLE. Portraits should capture the subjects as they are, authentic to their character and personality. Happy and playful, rather than staged and serious.

COLOR. Photographs should be vivid in color and maintain high contrast. Soft, direct light should be used to minimize harsh shadows.

FOCUS/CROP. Photos should be tack sharp, should offer a range of crops (from full-body to waist-up), and vary in pose and angle.

WARDROBE. Direct subjects to wear clothing that is representative of their own style, but push bright colors as well as solids and simple patterns.

Photography: Portrait


STYLE. Photographs should feel editorial and not posed, and attempt to capture a moment in time. If subject faces camera, it should feel like a brief pause.

COLOR. Photos should be vivid in color, and maintain high contrast between highlights and shadows.

FOCUS. To draw the audience into these photographs, tack sharp focus should be maintained on items/people of key importance

while allowing the surroundings (or edges) to go soft. The exception would be shooting a larger group or scenario with little depth of field.

Photography: Editorial


The following are instructions for preparing photographs to be shared on Youth Farm’s social media outlets. For ease, photos should be shot

using your camera phone and may be captured through either your phone’s existing camera app or the Instagram app. Regardless, make sure

that your subject fills the frame when capturing your image. If using your camera’s existing app, you will want to import the photo into Instagram

by pressing the button next to the camera icon that accesses your existing photo library. Once imported, follow the instructions listed.

Photography: Headshots and Snapshots

Once an image has been selected, you will be able to scale and crop. You should be able to move the image to a desirable square crop, and can enlarge or shrink the photo with your fingers. Tap the green crop button when complete.

You will now be able to edit your photograph. The first step in the editing process is to choose the correct filter. Scroll through the selections along the bottom and select the filter named X-Pro II. Simply tap to apply the filter.

Additional editing tools are located above the row of filters. First, select the contrast tool (sun) to add overall contrast to the photograph. Second, select the blur tool (teardrop) and manipulate the effect with your fingers—larger or smaller based on preference. Tap next.

Now the photograph is ready to be shared or posted. Write a caption, if desired, and select your method of sharing or posting and tap the green share button.


The following pages illustrate how the varying branding elements can be utilized to bring the Youth Farm brand to life.

Applications

Business System


Brochure Case Study E-cards


OUTCOMES / AT-A-GLANCEFEATURED VIDEO LATEST BLOG GET INVOLVED

10,000Mealsserved annually through YF programming.

ABOUT YF PROCESSYouth Leadership

NeighborhoodDevelopment

OUR TEAMCommunity Partners

Staff/Volunteers

Board of Directors

CONNECTVolunteer

Donate

Calendar of Events

BLOG

CONTACT US TERMS OF SERVICE

SEARCH

LeaderRetreatUpdate

Website Banners

We harvest relationships along side peapods.We sow confidence

with carrots.We nurture leaders like

the seeds we plant.Where leadership grows.

We harvest relationships along side peapods.We sow confidence

with carrots.We nurture leaders like

the seeds we plant.Where leadership grows.


Packaging Packaging Tape & Fruit Stickers


Apparel & Branded Goods

fromFARM

TOFORK

YOUTH FARM | CREATIVE CENTER | APRIL 2013 PAGE 46

If you want your brand to benefit from word of mouth, you’d better give consumers something worth talking about. KEN PETERS

WHO TO CONTACT If you have any questions related to the Creative Center or Youth Farm branding in general, please contact:

Gunnar LidenExecutive [email protected]

128 West 33rd Street, Suite 2

Minneapolis, MN 55408

612.872.4226 | youthfarmmn.org

Youth Farm Brand Style Guide

Marketing

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