Grain Foods Foundation Brand Book

Brand Guidelines Established December 2014

logo usage requirements

Brand Guidelines V1 © Grain Foods Foundation 3 eball@grainsfoundation.org Primary Logo The Grain Foods Foundation logo is the most concise visual representation of our brand. The primary horizontal version is the preferred version for use in Grain Foods Foundation communication. Symbol Logotype Logo Halftone and Duotone Logos The preferred color for our logo is in full color. In some cases, a full color logo may not be practical or possible due to limitations in Grayscale 1-Color Black printing. For these instances we may use a grayscale version or a one-color black logo.

Brand Guidelines V1 © Grain Foods Foundation 4 eball@grainsfoundation.org special usage logo The special usage logo has been designed to be used in circumstances with limited horizontal areas, such as banners and social accounts. This variation should only be used when necessary, and should not be used interchangeably with the primary logo. Full Color Grayscale 1-Color Black

Brand Guidelines V1 © Grain Foods Foundation 5 eball@grainsfoundation.org tagline usage The corporate tagline is a reflection of Grain Foods Foundation’s (GFF) DJBLemonHead identity and allows the foundation to position itself in the eyes of its audiences. As such, it should appear as consistently and be as readily ABCDEFGHIJKLMNOPQRSTUVWXYZ recognizable as the GFF logo. It must always be used with the GFF logo. 0123456789 - &*#.,?!+() Grain Foods Foundation’s tagline is Come to the table... and uses the DJBLemonHead typeface. The typeface used in the tagline should not be used for any content purposes outside of the tagline. come to the table...

Brand Guidelines V1 © Grain Foods Foundation 6 eball@grainsfoundation.org Clear Space To ensure visibility, the Grain Foods Foundation logo should be surrounded with sufficient clear 50% space — free of type, graphics, 25% and other elements that might cause visual clutter — to maximize the recognition and impact of our identity. When the logotype or full name is used, a clear space of 50% the symbol’s height should be maintained. In special circumstances when a 50% clear zone isn’t available or possible, use the second option of 25% clear space. 50% Clear Space

Brand Guidelines V1 © Grain Foods Foundation 7 eball@grainsfoundation.org Clear Space Special usage logo For the special usage logo, 25% of the symbol height is the minimum 25% area that should be allowed around all of the logo for maximum impact. 25%

Brand Guidelines V1 © Grain Foods Foundation 8 eball@grainsfoundation.org Minimum Size Requirements Digital Minimum Size Logo Symbol Special Usage Logo There are no predetermined sizes for the Grain Foods Foundation logo. Scale and proportion should be determined by the available space and visibility. Minimum Size Minimum Size Minimum Size For digital uses, the primary logo 1.4” / 100px 0.4” / 30px 0.7” / 50px should never be smaller than 100 pixels wide. The special usage logo should never be smaller than 50 pixels wide. Print Minimum Size In print, the primary logo should never be smaller than 1.4 inches wide. The special usage logo should never be smaller than 0.7 inches wide.

Elements

Brand Guidelines V1 © Grain Foods Foundation 10 eball@grainsfoundation.org Color Grain Foods Foundation Red and Gold Primary Red Primary Gold Secondary are the core colors of our palette, with all other colors supporting. Pantone 7597 C Pantone 7408 C Pantone 7568 C R 214 R 248 R 121 G 65 G 191 G 81 B 35 B 0 B 54 Hex #d64123 Hex #f8bf00 Hex #795136 C 10 C 3 C 40 M 89 M 26 M 63 Y 100 Y 100 Y 80 K 2 K 0 K 33

Brand Guidelines V1 © Grain Foods Foundation 11 eball@grainsfoundation.org Acceptable Brand Fonts The following fonts and their Bebas Neue displayed variations have all been approved for use in Grain abcdefghijklmnopqrstuvwxyz Foods Foundation design and correspondence. Refer to the guide 0123456789 — &*#@?!/+(.,:;) to the right for recommended usage and refrain from using any fonts not listed. Our Typeface used in print and web Din Pro Medium Bebas Neue is used for all headlines ABCDEFGHIJKLMNOPQRSTUVWXYZ and titles. abcdefghijklmnopqrstuvwxyz Din Pro Medium is used for all 0123456789 — &*#@?!/+(.,:;) standard body copy. Eagle Book (which has been altered) is used for the Grain Foods Eagle Book Foundation logotype. It should never be used outside of the logotype. ABCDEFGHIJKLMNOPQRSTUVWX aeg ­€kl‚ƒo„…†‡ˆ‰Š‹ŒŽ‘ ’“”•–—˜™š› — žŸ¡¢£¤¥¦§¨©ª«¬

Brand Guidelines V1 © Grain Foods Foundation 12 eball@grainsfoundation.org Acceptable Brand Alternative Fonts In cases where a standard Helvetica Neue Regular/Bold system font is required — such as Powerpoint presentations — ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica Neue Regular and Bold should be used. abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Brand Component Usage

Brand Guidelines V1 © Grain Foods Foundation 14 eball@grainsfoundation.org Brand Positioning These executions demonstrate how the branding elements should be come to the table... used based on the intended target audience. Grain Foods Foundation (GFF) is a group of thought leaders and advocates for all grain foods that believe everybody needs grain food to enjoy a happy and healthy life.

Brand Guidelines V1 © Grain Foods Foundation 15 eball@grainsfoundation.org Influencer: Medical Professionals Includes healthcare professionals including registered dietitians. The gender split is even but these influencers are well established financially, often married and ages range from 35–50. They are all come to the table... experienced in their field, focused on their own health as well as that of their constituents (be it patients, clients or readers). They are looking to stay up on diet/nutrition trends and new health studies as well as find effective ways to support and educate their clients and patients on healthy living and nutrition. The healthcare professionals value scientific and factual information based in research, but realize the delivery of such information to consumers must be executed in a way that’s easy to understand.

Brand Guidelines V1 © Grain Foods Foundation 16 eball@grainsfoundation.org Influencer: General Includes media, nutritionists, bloggers, fitness experts, policymakers, etc. The media, policymakers and other influencers don’t always understand the science in its raw format. So GFF come to the table... helps to educate this portion of the group with simplified applications of the science that empowers them to share the research based information with their audiences.

Brand Guidelines V1 © Grain Foods Foundation 17 eball@grainsfoundation.org Investors The majority of this audience is Caucasian males, ages 45-60 in high ranking positions at baking and milling companies. They are often married, with grown children, some of whom may join the family business. come to the table... While they are busy running their company, they are also focused on growing their business, staying on top of industry and consumer trends and the ongoing promotion of their grain-based products to increase consumer purchasing rates. While they know these goals are important, it is difficult to execute strategies against them given their workload and responsibilities. So they look to organizations like GFF to streamline the process with resources and information on industry and consumer trends, consumer oriented communication resources, activities advocating for grains foods, etc. This group is especially focused on the value GFF provides by executing successful influencer outreach programs.

Brand Guidelines V1 © Grain Foods Foundation 18 eball@grainsfoundation.org Consumers While this audience is passive, they are crucial in that all the active audiences are filtering down into this audience. They are after all, the market that consumes the grain foods GFF is advocating for. This audience ranges from conscious come to the table... foodies to the nutrition focused moms. Conscious foodies are younger, often single and working in professional careers. They like trying new things, they’re active and focused on a healthy lifestyle but don’t want to sacrifice taste for nutrition. Nutrition focused moms are married with one or more children, financially secure and focused on a healthy life for their entire families. While they want food to taste good, nutrition is paramount. They research and read a lot on nutrition and wellness so they can shop, buy and cook healthy for their families. Both ends of the consumer spectrum are seeking resources and information on how to maintain a healthy lifestyle, especially when it comes to food.