BRAND AND IDENTITY

INTRODUCTIONAEROPONICS

OBJECTIVES

OUTREACH

LOGOOVERVIEW

USAGE

BRANDINGCOLOR

TYPOGRAPHYGRAPHICSOUTREACH

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18

22

4

REAP SYSTEMSYSTEM

GRAPHICS

USAGE

NUTRIENT SOLUTION

CONCLUSION

30

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NATURAL.

AEROPONICS

HERE IS HOW IT WORKS:

NUTRITIOUS. NONSTOP. NEW.

True Harvest is converting traditional agriculture into aeroponics, the process of

growing plants in air and mist environments without the use of soil.

A. The reservoir

stores the nutrient

solution, a com-

bination of water

and minerals.

B. The pump

pushes the solution

up through a hose.

C. Spray nozzles mist

the exposed roots at

timed intervals.

D. The unused solu-

tion falls back to the

reservoir to be pump-

ed through again.

BA

C

D

6 TRUE HARVEST

With a light weight,

aeroponics allows

growing systems to

stack and extend.

Aeroponics is 100% organic and incredibly nutritious, yet allows three times as many plant growth cycles and results in crop yields 40 times higher than regular fields.

7INTRODUCTION: AEROPONICS

HERE IS WHY WE NEED IT:

GLOBAL POPULATION GROWTH

The global population is expected to increase from 7 billion to 9 billion by 2050,

with 85% of the population living in cities. This extreme population growth and

urbanization results in deforestation and land that is suboptimal for growing crops.

THE BLUE GOLD

Only 3% of the world’s water is fresh, and much is contaminated through poor

agricultural irrigation techniques. In traditional agriculture, a large amount of water

is also lost to the soil and sun.

BILLION

PEOPLE

IN 2015

BILLION

PEOPLE

IN 2050

IN CITIES

FRESH WATER

Aeroponic gardening is essential to maintaining natural food production not

only in generations to come, but in our lifetime. This impacts us NOW.

8 TRUE HARVEST

POLLUTION

Transportation of food across countries increases carbon emissions, as well as

decreases the nutritional value and taste of food.

POOR FARMING

Shoddy agriculture and land use results in increased pests and diseases in crops,

as well as increased use of pesticticides, fertilizers, and unnatural growing

techniques that harm humans.

100% HIGHER ROOT OXYGENATION

60% LESS FERTILIZER

98% LESS WATER THAN AGRICULTURE

45–75% GREATER CROP YIELD

80% GREATER BIOMASS

40% LONGER SHELF LIFE

Not only does aeroponics resolve all of these issues, it offers numerous benefits

for plants, providers, and consumers.

9INTRODUCTION: AEROPONICS

Today’s farmer feeds

about 155 PEOPLE

ANNUALLY.

Aeroponics can produce

7 OUNCES OF FRESH FOOD

A DAY FOR 100,000 PEOPLE

in the space of 2 soccer fields.

OBJECTIVES

True Harvest is transforming our methods of food production to provide

organic, nourishing produce in our markets and restaurants, and to resolve food

and water shortages worldwide.

We endeavor:

To CREATE sterile, pest-free, disease-free growing conditions for plants, absent the

use of pesticides and chemical fertilizers.

To lower food miles, producing and distributing food LOCALLY in order to increase

lasting taste and shelf life and to decrease carbon emissions.

To INFORM people of the dangers of population growth and poor agriculture

pertaining to food production.

To PRODUCE 100% organic, nutritious, fuller, delicious tasting food, in turn

improving the quality of life of individuals.

To REGENERATE land by reinventing growing structures, conserving water and

allowing Earth to return to its natural, healthy state.

To offer AFFORDABLE prices for food by producing large quantities for longer

periods of time, still retaining quality.

To ENABLE AND ASSIST impoverished countries to produce ample crops to revive

and sustain their economies.

12 TRUE HARVEST

We want to encourage people to purchase aeroponically produced goods and products that include them. We aim to motivate agricultural providers and vendors to convert their production methods and buying resources to aeroponics.

13INTRODUCTION: OBJECTIVES

OUTREACH

14 TRUE HARVEST

For most developing countries, agriculture is the main source of income.

Unfortunately, competition for resources, advanced technology, climate, and

population growth raise the demand for food, resulting in hunger and famine.

GLOBAL POVERTY:

LIVE IN DEVELOPING

COUNTRIES

PEOPLE DO NOT HAVE

ENOUGH TO EAT

ARE FARMERS

IN

BILLION

BILLION

PEOPLE LIVE ON

$1.25 OR LESS

OF WATER IS USED

ON AGRICULTURE

PEOPLE LACK ACCESS

TO CLEAN WATER

DEPEND ON AGRICULTURE

FOR INCOME

15INTRODUCTION: OUTREACH

Aeroponic gardens require nutrient solutions.

At set intervals, aeroponic systems mist the plant roots with a nutrient solution.

Based on the growing stage, the solution includes varying levels of elements.

HERE IS HOW WE CAN HELP:

FROM AIR

AND WATER

carbon

hydrogen

oxygen

PRIMARY

NUTRIENTS

nitrogen

phosphorus

potassium

SECONDARY

NUTRIENTS

calcium

magnesium

and sulfur

MICRO-

NUTRIENTS

iron

zinc

molybdenum

manganese

boron

copper

cobalt

chlorine

16 TRUE HARVEST

For every REAP Nutrient Solution purchased, True Harvest will donate a portion of its sales towards employing aeroponic growing techniques in impoverished areas of the world.

17INTRODUCTION: OUTREACH

LOGO

18 TRUE HARVEST

The True Harvest logo embodies the spirit of aeroponics by exhibiting its amazing

ability to grow plants suspended in the air. WIth exposed roots and a small breeze,

the logomark remains in a circle to exemplify a literal true harvest, a constant

growing cycle of rich, nutritious plant production, and a pattern of regenerating

the earth and reaching around the globe.

19LOGO: OVERVIEW

The logomark always appears in a vertical alignment with its logotype and is scaled

proportionally until the logomark reaches a three-quarter inch width. At a three-

quarter inch width, the breeze and root symbols are removed from the mark for

readability. Below half an inch, the logomark appears as a circle absent the logotype.

The logomark primarily appears in dark blue, but it can also appear in any of True

Harvest’s other identified brand colors.

USAGE

20 TRUE HARVEST

Do not alter rela-

tionship between

mark and type.

Do not scale

disproportionately.

Do not rotate

elements.

Do not use

multiple colors in

mark and type.

21LOGO: USAGE

COLOR

DARK BLUE

PMS 2756

CMYK 100 94 0 29

RGB 28 38 116

ORANGE

PMS 1645

CMYK 0 49 66 0

RGB 247 151 98

GREEN

PMS 361

CMYK 60 0 100 0

RGB 84 185 72

YELLOW

PMS 386

CMYK 6 0 56 0

RGB 244 240 142

AQUA

PMS 3262

CMYK 71 0 33 0

RGB 34 188 185

VIOLET

PMS 259

CMYK 55 100 0 15

RGB 120 29 126

LIGHT BLUE

PMS 3375

CMYK 35 0 25 0

RGB 165 217 201

RICH BLACK

CMYK 100

RGB 0

True Harvest’s colors speak for the growth and bloom of healthy plants. The main

color is dark blue, a bold color that represents air and nature.

22 TRUE HARVEST

TYPOGRAPHY

The primary typeface, Quicksand, was chosen for its round letterforms and

terminals that match the graphic styling. It is used for headlines.

The secondary typeface, Trade Gothic, used for body copy, was chosen for its

height to symbolize growth.

QUICKSAND

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

TRADE GOTHIC

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Light

ABCDEF

abcdef...

Light

ABCDEF

abcdef...

Regular

ABCDEF

abcdef...

Bold No. 2

ABCDEF

abcdef...

23BRANDING: COLOR, TYPOGRAPHY

GRAPHICS

True Harvest’s graphics are styled with playful, thick, bold lines and rounded

terminals to personify winding stems, full plants, and the joy of delicious food.

24 TRUE HARVEST

The logomark adopts a number of modifications to label the characteristics of

aeroponic gardening.

Cyclic Root suspension

Nutritious

Water conservation

Growth

25BRANDING: GRAPHICS

PATTERN

True Harvest’s logo has been modified to give a unique identity to its outreach program.

OUTREACH LOGO

28 TRUE HARVEST

29BRANDING: OUTREACH LOGO

REAP

To create a community of aeroponic providers and consumers, True Harvest has

initiated the Regenerate Earth through Aeroponics Program (REAP) system of

certification.

The REAP system recognizes businesses that grow or sell aeroponically produced

goods or include them in their products. The certification helps consumers identify

these businesses to promote sustainability, eat organically, and support local providers.

30 TRUE HARVEST

REAP breaks aeroponic produce growers and users into five categories.

True Harvest Providers include farms and gardens that employ their own

aeroponic growing systems to cultivate crops. Their produce is sold to local

vendors for sale in markets and for use in dining and commodities.

True Harvest Markets include outdoor and indoor markets, grocery stores, and

bodegas that stock aeroponically grown produce.

31REAP SYSTEM: SYSTEM, GRAPHICS

True Harvest Made includes brands that use aeroponically grown ingredients in

their products.

True Harvest Dining includes restaurants, cafés, delis, and food trucks that use

aeroponically grown ingredients in their cuisines.

32 TRUE HARVEST

True Harvest Home is an aeroponic system developed to produce small numbers

of plants in the household. Easy to set up and to maintain, it helps homes grow

their own healthy, organic, envrionmentally-friendly greens.

For each, the mark and the type may appear separately. Do not alter the

relationship between the mark and type when used together. Do not alter the

relationship of the images that make up the mark or of the parts of the type.

33REAP SUSTEM: USAGE

REAP nutrient solution branding follow a simple system of type combined with

imagery. The type may appear without the icons, but the icons must be used

with the type. Do not alter the relationships within the type and between the

type and image.

NUTRIENT SOLUTION

34 TRUE HARVEST

35REAP SYSTEM: NUTRIENT SOLUTION

The True Harvest brand guidelines are designed to emphasize the qualities of

aeroponics and invite people into the initiative. Please respect the brand, but

take advantage of its flexibility to help True Harvest flourish.

Please direct any questions to info@trueharvest.com.

CONCLUSION

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