brand standards and overview · the marketing logo is to be used only for promotional items....

BRAND STANDARDSAND OVERVIEW

2Cooper Farms Brand Standards June 1, 2020

INDEX

Our Identity .................................................... 3Logo .............................................................. 4Color ............................................................. 10Typography ................................................ 14Photography................................................ 18Video ............................................................ 21Contact ........................................................ 23

Cooper Farms Corporate Communications Department is an internal creative department responsible for providing strategic solutions to help solve Cooper Farms’ branding and communication requests.

To ensure a consistent Cooper Farms brand and message, Corporate Communications must be involved in all internal and external branding and communication efforts.

As a general rule, anything created with the intent of promoting Cooper Farms should always be an appropriate representation of our values and core beliefs.

If you have any questions, feel free to contact us at: [email protected]


OUR IDENTITY

At Cooper Farms we strive to provide our customers with the highest quality products through teamwork and innovation. Our approach: to do things better today than we did them yesterday. We will develop lasting relationships with our customers and listen closely to their needs. We will empower our team members to be a part of our success and provide for them a place where they are proud to work, by being more than a workplace. As a team we will embody all that family represents, putting ethics and integrity above all else.

Our brand is more than just a logo. Every presentation of the company, including how we answer the phone,our advertising messaging, what we wear, and every interaction we have with our partners and customersdefines our brand.


Our LogoThe story behind it and how to use it.


LOGOSOur logo was designed to portray Cooper Farms as a world-class business and a family-owned farm. The logo not only represents our company and rich tradition, but our brand of quality products and innovation. Whenever you use the company logo, you are giving someone an impression of Cooper Farms as a whole.

The logo is a visual representation of our start as a diversified farm and food company. From our very first family farm to all of our contract family farmers today, our logo is a tribute to the rich history and tradition of agriculture in Northwest and West Central Ohio. To ensure a brand image of quality and consistency, this document details how to correctly use the logo to best represent Cooper Farms.

Banner Logo

Black and White Logo White Logo


Logo Clear Space

Clear space helps maintain the integrity and prominence of logos. The Cooper Farms logo should always be surrounded by an appropriate amount of clear space. Make certain to keep any design elements outside of the logo’s prescribed clear space. Simple backgrounds and colors are exceptions to this rule.

Always present the logo at an appropriate size, no less than 1.75” / 45 mm in length.

1.75” / 45 mm

Always maintain an appropriate amount of clear space around the logo on all sides.


Logo Assets

The Cooper Farms logo is available in a number of different formats and variations. If at all possible, please use the full color banner logo listed on the previous page.

The all white version of the logo should be used when the logo is displayed on a dark photographic or colored background.

The black and white version of the logo should only be used when print production dictates only black and white printing.

Cooper_Farms_Logo_Full_Color.ai & .eps

Cooper_Farms_Logo_B&W.ai & .eps

Cooper_Farms_Logo_White.ai & .eps

Cooper_Farms_Logo_Full_Color.pdf

Cooper_Farms_Logo_B&W.pdf

Cooper_Farms_Logo_White.pdf

Cooper_Farms_Logo_Full_Color_RGB.png

Cooper_Farms_Logo_B&W_RGB.png

Cooper_Farms_Logo_White_RGB.png


Marketing Logo

Past Logos

The marketing logo is the iconic barn and windmill image along with the text since 1938 removed from within the gold frame. Instead of a banner, the text FRESH from the HEARTLAND® is printed either beneath or beside the barn.

The marketing logo is to be used only for promotional items. Examples include when embroidered on clothing or printed on pens or mugs. When printing or embroidering the marketing logo, be sure to use contrasting colors between the logo and the print material. Only the Communications Department can order promotional items with the marketing logo.

Throughout our rich history, Cooper Farms has used multiple logos to portray its brand of quality products. Although these logos might still be seen on items within the company or properties, they are not to be used in any public form. This includes, but is not limited to, use on promotional items, advertising, press releases and sponsorship announcements.

If you or your organization still uses one of the past logos, please replace it with the current logo. The current logo can be obtained by contacting the Cooper Farms Communication Department or through our website under the media page.


Do NotsThe Cooper Farms Banner logo is designed for specific uses to maintain consistency and highlight the integrity of our brand. The following examples highlight some very basic rules of how not to use or change the logo. If you have any questions or concerns about these examples, please contact Cassie Jo Arend. Contact info is detailed on the final page of this guide.

DO NOT stretch or distort the logo. The shape of the logo should never be altered. Never resize the logo by dragging the sides. Instead, hold down the “shift” key on your keyboard while dragging the corner of the image.

DO NOT use grayscale. The color banner logo is designed to be printed in color. Never use the color logo if you intend to print your document in black and white. A black and white version of the logo is available for non-color uses.

DO NOT crop the logo. Be careful not to intentionally or accidentally crop out any portion of the logo. The logo is always to appear in its entirety whenever used.

DO NOT pixelate or blur the logo. If the logo you are trying to use looks blurred, it is probably a poor quality image. High resolution versions of the logo can be found on the Cooper Farms brand portal or through the Cooper Farms website under the media page.

DO NOT tilt or rotate the logo. The banner logo should appear horizontal each time it is printed or used in any document.

DO NOT adjust the transparency of the logo. Each of the colors of the logo are specifically designed to portray the Cooper Farms brand. By making the logo transparent, the colors are changed and the overall integrity of the logo is compromised.


ColorOur color palette and its applications.


Primary Color

Cooper Farms Red

CMYK 31/95/72/31Pantone 202CRGB 135/36/52HEX 872434

The Cooper Farms red was inspired by the first family owned farm, Apple Creek. Located just north of Oakwood, Ohio, the barn can still be seen today just off State Route 66 just east of the corporate headquarters.


Cooper Farms RedPantone 202C

CMYK: 31/95/72/31RGB: 135/36/52Hex: #872434

Cooper Farms BlackPantone Black CCMYK: 0/0/0/100

RGB: 0/0/0Hex: #000000

Cooper Farms GrayPantone Cool Gray 9C

CMYK: 30/22/17/57RGB: 237/237/238

Hex: #EDEDEE

Cooper Farms GoldPantone 873C

CMYK: 40/50/74/19RGB: 138/110/75Hex: #8A6E4B

Color PaletteColor is key to the consistency of the Cooper Farms brand. A primary color palette has been established that is used in the Cooper Farms logo and in association with the logo. The color palette is detailed below.


cooperfarms.com


TypographyOur fonts and their applications.


TypefacesThe two typefaces used to create the banner logo are Copperplate Gothic Bold and Century ITC. The fonts found in the Cooper Farms logo and company name are often used in combination with the logo to portray a cohesive brand image.

The main font used for headings or titles on documents is Bitter Bold. All other large amounts of content should use the main text font, Barlow, listed below.

The preferred font for main text is Barlow, both regular and condensed. Barlow communicates a consistent tone and should be used as the primary font for all communication materials.

Copperplate Gothic Bold

A B C D E F G H I J K L M N O P Q R S T U V Q X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

BitterA B C D E F G H I J K L M N O P Q R S T U V Q X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

Century ITCA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

Barlow CondensedA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0


Typefaces Continued

Our primary headline font is Bitter which comes in italic, bold, bold italic and regular weights.

Barlow is used for our main content. The Barlow font family consists of regular, semi-condensed and condensed parts which all come in Roman and Italic weights.

BitterA B C D E F G H I J K L M N O P Q R S T U V Q X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

BitterPrimary

BarlowA B C D E F G H I J K L M N O P Q R S T U V Q X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

BarlowSecondary

Bitter ItalicA B C D E F G H I J K L M N O P Q R S T U V Q X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

Barlow ItalicA B C D E F G H I J K L M N O P Q R S T U V Q X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

Bitter BoldA B C D E F G H I J K L M N O P Q R S T U V Q X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

Barlow BoldA B C D E F G H I J K L M N O P Q R S T U V Q X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

Bitter Bold ItalicA B C D E F G H I J K L M N O P Q R S T U V Q X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

Barlow Bold ItalicA B C D E F G H I J K L M N O P Q R S T U V Q X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0


Bitter BoldA B C D E F G H I J K L M N O P Q R S T U V Q X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

Barlow Condensed RegularA B C D E F G H I J K L M N O P Q R S T U V Q X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0

Aa

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PhotographyHow we use images to express and represent our brand.


Photography ApplicationsWhen using images with our logo or to represent Cooper Farms, please follow these basic guidelines:

• Do not use clip-art images.

• Do not stretch or distort images when resizing. Hold the shift key on your keyboard to keep things in proportion.

• Try to use real images that portray the ideas of our vision and mission statements: quality products, innovative team members, animal care and environmental stewardship.

• Avoid logos of other companies when possible.

• Be aware of what is in the background of the images chosen.

Images of products, team members, properties and animals are all available for use in print or digital documents. Please contact the Communications Department for more information.


VideoOur visual representation of the company brand.


All graphics will adhere to typeface standards. The main headlines and titles will utilize Bitter font and all secondary headlines will use the Barlow family of fonts.

The graphics must be visible. Please use one of the color palette options from our brand standards that will best contrast with the text color being used if a background color is necessary.

All names and titles will adhere to the typeface standards. The main text will be Bitter font and all secondary titles and positions will utilize the Barlow font family.

For title text that is visible on the background image, please use the Cooper Farms red. If the text is not visible on the background image, please use a background graphic in the Cooper Farms red that will help the title be more visual.


Use of the Cooper Farms logo for print or sponsorship purposes is to be approved by Cooper Farms.

Please do not copy the logo from the Cooper Farms website.

For any questions regarding the Cooper Farms logo and its use, or to obtain a file of the logo, contact:

Cassie Jo ArendCorporate Communications Manager

[email protected]

Cooper Farms6793 U.S 127 NorthVan Wert, OH 45891

419.238.4056, ext. 2121

cooperfarms.com

Contact Us

Cooper Farms Brand Standards June 1, 2020

brand standards and overview · the marketing logo is to be used only for promotional items....

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