Pathways for Sustainable Food Brand Book

Title Lead-in Visual Identity Guidelines October 2021 This project has received funding from the European Union’s Horizon 2020 Research and Innovation Programme under grant agreement No 101000395.

PAT H WAYS Visual Identity Guidelines 2 The PATHWAYS visual identity plays an essential role in promoting the project; as such, it is imperative to respect these guidelines when using the logo, font and colours for any external or internal communication, such as presentation templates, posters, business cards, flyers, social media, and so on. The following guidelines provide a framework for using the brand identity in a consistent manner. Consistency communicates reliability and provides the foundation for working together in an efficient way. While maintaining the highest quality standard, our choice of words and images are opportunities to show that we understand and engage with our audiences. These visual identity guidelines are a living document and may be updated to accommodate changing requirements. If you require assistance, additional support materials, or adjustments for a specific situation, please contact the PATHWAYS Team. Likewise, if for any reason, you need to work outside the scope of these visual identity guidelines, please also contact a member of the PATHWAYS Team. Introduction

PAT H WAYS Visual Identity Guidelines 3 Contents The logo / About the logo and its meaning .................................... 4 The logo / Logo colour variations ............................................. 5 The logo / Safe area and minimum sizes ....................................... 6 Colours ..................................................................... 7 Typography / Main typefaces ................................................. 8 Typography / Secondary Typeface ............................................ 9 Graphic elements ........................................................... 10 Additional branding .......................................................... 11 Contact .................................................................... 12

PAT H WAYS Visual Identity Guidelines 4 PATHWAYS is about identifying and increasing sustainable practices along the supply and production chains of the European livestock sector. The PATHWAYS logo illustrates some of the livestock sectors targeted by the project in a very simplistic icon with, at its core, a line (path) running across the three livestock sectors. The logo Main logo Vertical logo

PAT H WAYS Visual Identity Guidelines 5 The tagline helps stating the projetc's mission and clarify its purpose. The logo with tagline

PAT H WAYS Visual Identity Guidelines 6 Logo colour variations The logo Orange Red Not to be used on strongly saturated colour backgrounds unless it's the brand's cyan. If used on a coloured background, make sure there is enough contrast for the logo to stand out. Main logo This is the default version of the logo, to be used on white or light backgrounds. White This version of the logo is to be used on black or dark backgrounds. Soft Cyan Not to be used on strongly saturated colour backgrounds unless it's the brand's orange.

PAT H WAYS Visual Identity Guidelines 7 Safe area and minimum sizes The logo Printing The length of the logo should never be smaller than 25 mm. Digital media The length of the logo should never be smaller than 80 px. 25 mm 80 px Safe area Keep all other graphic elements, logos or margins at a minimum distance as defined by the “Safe area” line. The minimum space around the logo should be equivalent to twice the height of the capital "P". Minimum sizes The minimum size is indicated by the length of the logo. The logo should never be smaller than the minimum indicated sizes to avoid compromising its visibility.

PAT H WAYS Visual Identity Guidelines 8 The project has an extended colour palette to meet all communication needs. Colours ANTHRACITE CMYK: 69 / 63 / 62 / 58 RGB: 51 / 51 / 51 HEX: # 333333 BROWN CMYK: 26 / 85 / 100 / 22 RGB: 155 / 61 / 32 HEX: # 9B3D20 PINE CMYK: 78 / 24 / 51 / 4 RGB: 51 / 144 / 134 HEX: # 339086 ORANGE CMYK: 3 / 42 / 86 / 0 RGB: 242 / 160 / 62 HEX: # F2A03E YELLOW CMYK: 4 / 18 / 74 / 0 RGB: 245 / 204 / 93 HEX: # F5CC5D GREEN CMYK: 61 / 4 / 58 / 0 RGB: 102 / 185 / 140 HEX: # 66B98C ORANGE RED CMYK: 0 / 78 / 74 / 0 RGB: 255 / 95 / 69 HEX: # FF5F45 SOFT CYAN CMYK: 32 / 0 / 16 / 0 RGB: 165 / 230 / 223 HEX: # A5E6DF Main colours: DARK BLUE CMYK: 93 / 63 / 42 / 26 RGB: 24 / 77 / 100 HEX: # 184D64

PAT H WAYS Visual Identity Guidelines 9 The typeface used for PATHWAYS communications is Agenda . Typography PATHWAYS solutions Pathways to sustainable food With the aim of reducing environmental impacts while addressing societal de - mands for safe, nutritious and affordable meat and dairy products, PATHWAYS is about identifying and increasing sustainable practices along the supply and production chains of the European livestock sector. Coordinated by the Swedish University of Agricultural Sciences (SLU) and com - prising 28 partners from 12 countries, this 5-year (2021-2026) €9 million Horizon 2020 project contributes to the EU Farm-to-Fork Strategy which is at the heart of the EU Green Deal. Title: Agenda Bold Subtitle: Agenda Semibold Body text: Agenda Regular Minimum font size for body text: 9pt Body text: Agenda Light Minimum font size for body text: 9pt

PAT H WAYS Visual Identity Guidelines 10 When the recommended typefaces are not available, PATHWAYS communications are to use the system font Corbel for titles and Calibri for body text. Typography PATHWAYS solutions Pathways to sustainable food With the aim of reducing environmental impacts while addressing societal demands for safe, nutritious and affordable meat and dairy products, PATH - WAYS is about identifying and increasing sustainable practices along the supply and production chains of the European livestock sector. Coordinated by the Swedish University of Agricultural Sciences (SLU) and comprising 28 partners from 12 countries, this 5-year (2021-2026) €9 million Horizon 2020 project contributes to the EU Farm-to-Fork Strategy which is at the heart of the EU Green Deal. Title: Corbel Bold Subtitle: Corbel Bold Body text: Calibri Minimum font size for body text: 11pt

PAT H WAYS Visual Identity Guidelines 11 Graphic elements Graphic elements that are part of the brand identity Icon The icon can be used without the wordmark, as a branding element. It does not replace the full logo, which should always be present on all communication material. Icon without crown The icon can be used simplified further by removing the chicken's crown. This is intended for more decorative uses.

PAT H WAYS Visual Identity Guidelines 12 Additional branding As a H2020 funded project, PATHWAYS communication activities and products must also include the EU flag and following disclaimer: This project has received funding from the European Union’s Horizon 2020 Research and Innovation Programme under grant agreement No 101000395. This project has received funding from the European Union’s Horizon 2020 Research and Innovation Programme under grant agreement No 101000395.

PAT H WAYS Visual Identity Guidelines 13 For any questions regarding these guidelines, please contact the communication partner: Contact Danielle Kutka Project Manager, REVOLVE [email protected]

The PATHWAYS visual identity was developed by .