North Texas Food Bank

North Texas Food Bank Style Guide 2.15.21

NTFB Logo North Texas Food Bank’s (NTFB) logo and brand direction, designed by RSW Creative, is comprised of two parts: the wheat stalk symbol and the wordmark. The wheat stalk, strongly identified with NTFB, has been refined to complement the Feeding America logo, and includes an arrow representing the upward growth and vision for the Food Bank. The wordmark uses a new customized font that creates a signature look, while simplifying the logo and increasing legibility. The color palette was also updated to align with the Feeding America brand identity. Logo Colors Primary Orange Primary Green PMS 144 C/U PMS 371 C/U 233r 121g 0b 83r 104g 43b 0c 50m 100y 0k 53c 14m 89y 43k #E98300 #53682B Alternate Versions When possible, use the 2-color version of the mark in the vertical format. In situations when space is limited (e.g., a digital banner) or when the format is extremely horizontal (e.g., 18-wheeler fleet graphics), a horizontal format is available to ensure maximum impact. Vertical Orientation 2-Color 1-Color 1-Color 1-Color 1-Color Primary Logo Primary Orange Primary Green Black White/Reversed Horizontal Orientation 2-Color 1-Color Primary 1-Color Primary 1-Color 1-Color Primary Logo Orange Green Black White/Reversed Logo Library You can find standard versions of our logo on our website ntfb.org/ntfb-logo-library. For any other version of our logo, please contact [email protected]. NTFB Style Guidelines 2

Logo Usage Clear Space Requirements Clear space is the amount of space around the logo that must be free from text and graphics to ensure that the logo stands out. Please note that it is acceptable to apply the logo over subtle background textures or light areas in photography where maximum legibility can still be achieved. Use the lowercase “o” as a sizing key for determining clear space Minimum Size Requirements To ensure maximum legibility, the logo should never be reproduced any smaller than the sizes shown below. Vertical Orientation Do not reproduce Do not 1/2” any smaller than 32 px reproduce 1/2” tall for print any smaller applications. than 32 px tall for digital applications. Horizontal Orientation Do not Do not reproduce reproduce any smaller 22 px any smaller 5/16” than 5/16” tall for print than 22 px applications. tall for digital applications. Unacceptable Usage Below are some examples of incorrect usage of the NTFB logo. These examples apply to all versions in the NTFB logo library. Do not change the logo colors. Do not use old NTFB logos. Do not distort/redraw the logo. Do not rotate the logo. Do not set the Feeding America Do not use the logo over dark, Do not use the reversed logo on Do not use the logo on solid tagline with the logo. Use one complex photography if photography with insufficient background colors that make any of the approved Member of legibility is an issue. contrast. part of the logo difficult to see. Feeding America logos. NTFB Style Guidelines 3

Color Palette NTFB’s color palette reflects our optimistic outlook. Our primary color palette for all marketing and advertising materials is Primary Orange and Primary Green. A secondary color palette is available to work in conjunction with the primary palette. Please note that specific colors have been selected for a variety of media and are listed beneath each swatch shown here. Take Primary Orange Primary Green precautions to enter the correct color values listed here, as some PMS 144 C/U PMS 371 C/U of the values may not match each software program’s automatic 233r 121g 0b 83r 104g 43b conversion. 0c 50m 100y 0k 53c 14m 89y 43k #E98300 #53682B PMS Cool Grey 8 PMS 2925 C/299 U PMS 653 C/301 U PMS 7700C/7692U PMS 200 C/199 U PMS 241 C/U 139r 141g 142b 0r 158g 222b 0r 107g 157b 0r 83g 124b 178r 45g 58b 192r 47g 134b 0c 1m 0y 43k 90c 16m 0y 0k 85c 30m 0y 31k 85c 30m 0y 51k 0c 90m 65y 30k 12c 92m 0y 11k #8B8D8E #009EDE #006B9D #00537C #B22D3A #C02F86 PMS 7657 C/U PMS 7652 C/249 U PMS 129 C/128 U PMS 130 C/129 U PMS 382 C/380 U PMS 370 C/U 115r 56g 115b 90r 37g 89b 255r 213g 76b 251r 173g 24b 191r 215g 48b 112r 147g 69b 40c 80m 0y 35k 40c 80m 0y 55k 0c 15m 81y 0k 0c 36m 100y 0k 30c 0m 100y 0k 40c 0m 80y 35k #733873 #5A2559 #FFD54C #FBAD18 #BFD730 #709345 NTFB Style Guidelines 4

Typography NTFB's primary typeface is Gotham. The font provides a friendly, approachable look for the NTFB brand. In applications where Gotham is not available, the Arial font family may be used. In situations such as publication design that require a serif font, Palatino should be used. However, it is recommended to use Gotham or Arial wherever possible. Primary Font Gotham Book Gotham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijlkmnopqrstuvwxyz1234567890 abcdefghijlkmnopqrstuvwxyz1234567890 Secondary Fonts Arial Regular Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijlkmnopqrstuvwxyz1234567890 abcdefghijlkmnopqrstuvwxyz1234567890 Palatino Regular Palatino Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijlkmnopqrstuvwxyz1234567890 abcdefghijlkmnopqrstuvwxyz1234567890 NTFB Style Guidelines 5

Co-Branding Guidelines: Partners and Co-Sponsors In co-branded environments when the NTFB logo will be used with other corporate and campaign logos, make every effort to ensure that the NTFB logo carries the same overall weight and size as the other accompanying logos. Size limitations may require using the logo with horizontal orientation. Vertical Orientation Logo Horizontal Orientation Logo NTFB Style Guidelines 6

Co-Branding Guidelines: Feeding America As a proud member of the Feeding America network, NTFB has the privilege of using the Member of Feeding America signature on our marketing and advertising materials. Feeding America updated their logo colors in October 2020. NTFB Member Lockups Feeding America’s 25% Rule. In the “Member of” logo lock-ups, the Feeding America logo should always be 25% of the size of the Food Bank’s logo. Note: White and black versions of Feeding America logo always need a break in the wheat stalk Feeding America Logo Colors NEW* OLD Brand Orange Brand Green PMS 138 PMS 574 PMS 144 C/U PMS 371 C/U 233r 121g 0b 83r 104g 43b CMYK 0/54/200/1 CMYK 49/22/85/58 0c 50m 100y 0k 53c 14m 89y 43k RGB 222/124/0 RGB 78/91/49 #E98300 #53682B Hex DE7C00 Hex 4E5B31 Clear Space Requirements To make sure the FA logo is always clear and legible, a minimum reproduction size was established. The logo should never be smaller than the recommended size shown on this page. Minimum Size Requirements Clear space is important for ensuring that other elements in a communication do not compete with the brand. These units are consistent across all lockups and 1” 1” 98 px use cases, so follow them closely. CMYK 4-Color Process 1-Color Spot Digital Applications Special Note for Color Printing: NTFB and FA orange and green shades are now different so you will be unable to print using 2 spot colors. Either print in full color (CMYK) or in black and white. NTFB Style Guidelines 7