afd guidelines v1.1

7/25/2019 AFD Guidelines V1.1

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Keeping things fresh.

AUSSIE FARMERS DIRECTBRAND IDENTITY GUIDELINES

Version 1.1November 2015


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AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES

Contents

3 About these guidelines

4 Committed to our community

5 Introducing our brandmark

6 Brandmark variations

7 Using our brandmark

9 Slogans we use

10 Digital

11 Colour

12 Typography

13 Brand language

14 Using our brand language

15 Examples of our brand language

17 Brand toolkit

18 Contact

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About these guidelines

At Aussie Farmers Direct, our brand identity

is one of our most important business assets.

It reflects who we are, what we stand for, our

values, personality and our commitment to

our community. More importantly our brand

identity differentiates us in the marketplace

and provides a tangible expression of our

professional approach to business and operations

for our team members, clients and suppliers.

These guidelines have been developed to provide a basic

understanding of the Aussie Farmers Direct brand. They provide

an overview of our core elements and outline the best practice

for achieving consistency across all our communications. Itis imperative theyre followed with accuracy. Please ensure

the correct and appropriate design software is used in the

implementation of our brand identity. If in doubt please contact

the Aussie Farmers Direct Marketing Team for further guidance.

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Committed to our community

Aussie Farmers Direct provides a fresher,

fairer, better alternative to the supermarketsfor people who care about where their food

really comes from.

Fresherbecause we only deliver 100% Australian fresh produce.

Fairerbecause we put purpose before profit.

Betterbecause we know from our thousands of happy customers

and supporters that love what we do and how we do it.

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THE PILLARS OF OUR BRAND ARE:

Purpose:We are determined to drive a fair deal for Aussie

farmers and shoppers and we are committed to helping secure

a healthy, sustainable future for Australian farming.

Quality:We source only genuinely great quality food from

well run and maintained Aussie producers.

Convenience:We constantly innovate our service to ensure

we are the most flexible, intuitive and customer-focused online

food retailer.

Value:Our customers can be confident that we offer great value

for money while ensuring a fair price to farmers and producers.


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The beauty and

simplicity of a pearserves as the core

foundation to our

iconic brandmark.

As a form it embodies all the

wholesome, generous and

authentic qualities which is so

abundant in the nature of our

products and in our relationship

to our community of farmers,

suppliers and customers.

Our brandmark is the most

visible element in our brandidentity. It should be used

and applied in a consistent

manner in accordance with

these guidelines, across

all applications.

Introducing our brandmark 5


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Brandmark variations

VARIATIONS

At present there are two

versions of our brandmark

available for use across all

applications. A positiveand

reversedversion.

Each version has the ability

to be applied over colour and

imagery. Whilst this allows us

a huge range of flexibility, it is

important to ensure the clarity

and legibility of our brandmark

is never compromised.

Featured opposite are a series

of examples which demonstrate

how our brandmarks can be

correctly applied. An indication

of incorrect application is

also provided.

Please ensure our brandmarks

are only ever reproduced from

the master artwork files.

MASTER POSITIVE

MASTER REVERSED CORRECT APPLICATION

CORRECT APPLICATION

INCORRECT APPLICATION

INCORRECT APPLICATION

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CLEARSPACE

Our brandmark is strongest

when surrounded by safe

clearspace with no other

elements interfering with or

diverting attention from it.

Ensure that type, imagery or

other graphic elements do not

fall within the clearspace area.

The clearspace is determined

by the height of FARMERS

in our wordmark.

Using our brandmark

9mm60px

9mm60px

X

XX

XX

X

XX

XX

Clearspace

Minimum Size

MINIMUM SIZEAdhering to minimum size

restrictions ensures correct

reproduction and legibility

in all applications.

Shown opposite are the

minimum size restrictions for

print and digital applications

for our brandmark.

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The personality of our brand

is bold, fun, fair minded andcollaborative. We must always

try to emphasise that our fresh

produce is 100% Australian. As

a result the following lines have

been developed as preferred

slogans to help communicate

our message of authenicity:

Shop fair. Eat fresh.

All ou r fresh food is100% Australian. Guaranteed.

Featured oppposite is an

example of how you may apply

these slogans in combinationwith our brandmark. These

examples are shown here as

an illustration only and do

not indicate a set approach to

application. Always consider

the end format and the

intention of the application

before committing to any one

of these defined lock-ups.

Slogans we use

Shop fair.Eat fresh.

All our fresh foodis 100% Australian.Guaranteed.

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HASHTAGS AND HANDLES

Approved hashtags

#AussieFarmersDirect

#Digin

#ShopfairEatfresh

Approved handles

@AussieFarmersDirect

@AussieFarmersD

As hashtags and hand les

play an increasing role in our

presence online, the examplesabove illustrate a few preferred

options for use across our social

media accounts.


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VIBRANT AND VITAL

Colour plays a critical role in

our experience of the Aussie

Farmers Direct visual identity.

Bright, vibrant, expressive

our unique colour palette is

a reflection of the diversity,

charm and personality that

is so inherent in our brand.

Featured opposite is a range

of specifications which are

critical to ensuring our brand

colours maintain a consistency

across all applications.

Primary Palette

Our primary palette has been

established as a core range of

brand colours. These serve as

a foundation set only and do

not maintain exclusivity or

precedence for use across all

our brand applications.

Secondary Palette

Our secondary palette offers a

greater spectrum of colour to

work with. It is typically used

across all our promotional and

campaign driven collateral.With time, it has the opportunity

to evolve and transform.

Colour 11

PRIMARY PALETTE

SECONDARY PALETTE

CMYK10, 90, 65, 0

RGB219, 65, 82

WEB#DB4152

PMS186 C

CMYK0, 55, 100, 0

RGB246, 139, 31

WEB#F68B1F

PMS151 C

CMYK0, 73, 20, 0

RGB241, 107, 143

WEB#F16B8F

PMS1915 C

CMYK15, 60, 0, 0

RGB209, 128, 181

WEB#D180B5

PMS245 C

CMYK60, 0, 45, 0

RGB98, 195, 165

WEB#62C3A5

PMS333 C

CMYK72, 0, 90, 0

RGB69, 183, 87

WEB#45B757

PMS361 C

CMYK90, 60, 0, 0

RGB22, 103, 178

WEB#1667B2

PMS285 C

CMYK100, 77, 28, 12

RGB13, 73, 121

WEB#0D4979

PMS654 C

CMYK0, 0, 0, 100

RGB0, 0, 0

WEB#000000

PMSProcess Black C

CMYK0, 22, 90, 0

RGB255, 201, 50

WEB#FFC932

PMS123 C

CMYK45, 0, 100, 0

RGB154, 202, 60

WEB#9ACA3C

PMS376 C

CMYK0, 80, 55, 0

RGB241, 91, 97

WEB#F15B61

PMS198 C

CMYK50, 0, 13, 0

RGB118, 206, 217

WEB#76CED9

PMS305 C


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ITC American Typewriterand

Giorgio Sanshave been selectedas our two primary typefaces and

should be used across all brand

applications.

Each has been chosen as a

contrast to the other and enables

us the opportunity utilise their

characterful traits depending on

the message and subject matter

of our communications.

ITC American Typewriter is full

of character and personality. It

enables us to communicate the

authenticity of our offer with all

the personality and charm that

our brand exudes. In contrast,

Giorgio Sans being a tall,

condensed typeface, delivers

on credibility and assurance.

In the event our primary brand

typefaces are not available

(eg. for our website), we have

specified Oswaldand RobotoSlabas appropriate alternatives.Both are available from Google

fonts.

For internal applications where

our brand typefaces areunavailable (eg Word, email etc.),

the Arial standard system font set

is the most suitable replacement.

Typography

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789!@#$%^&*()_+

ITC American Typewriter Authentic conversation

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()_+

!"#$%&'()*+,-./0123456789:;?@ABCDEFGHIJKLMNOPQRST

UVWXYZ[\]^_àbcdefghi

!"#$%&'()*+,-./0123456789:;?@ABCDEFGHIJKLMNOPQRST

UVWXYZ[\]^_àbcdefghi

Giorgio Sans Credibility

/MQ;F> !"#"$" &'(#

!"#$%&'()*+,-./0123456789:;?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_àbcdefghi

!"#$%

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PRIMARY BRAND TYPEFACES: For use across all applications

DIGITAL BRAND TYPEFACES: For use on our website

INTERNAL TYPEFACE: For use on internal documents only


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Our brand visual language

makes use of a range of iconicsilhouettes, which are of objects

and subject matter related to

our business.

They offer a simple and flexible

graphic look which is immediately

recognisable and enables us

a great deal of opportunity to

create strong, consistent brand

applications with confidence

and ease.

Featured opposite is a range

of silhouettes which have been

developed as artwork files and

are available for immediate use.

The range featured here serves

as a solid foundation for new

applications, however it is

important to encourage the

development of new silhouettes

to ensure of our brand look

stays relevant and fresh.

Brand language

100%Aussiefresh food.Guaranteed

Nevermindthe

milkman,heresAussieFarmers

Juicy &

plumpPackedwithGoodness

Farmerfreshdirect toyour door

Seasonfresh

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Featured opposite is a complete

overview of our brandmarkartwork files. Always ensure

you use the correct version as

stipulated in this document.

Please contact the Aussie

Farmers Direct Marketing

Team to obtain approved

brandmark master files

suitable for application.

Brand Toolkit 17

AFD_Brandmark_Pos.ai

AFD_Brandmark_Pos.eps

AFD_Brandmark_Pos.jpg

AFD_Brandmark_Rev.ai

AFD_Brandmark_Rev.eps

AFD_Brandmark_Rev.jpg


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Contact

For further information regarding

use of our identity please contact:General Manager, Marketing

Aussie Farmers Group

T: 1300 645 562

E: [email protected]

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