JP. ST. MARY'S BRAND GUIDELINES_NEW.compressed

BRAND GUIDELINES

INTRODUCTION

Since 1929, we have been growing and delivering
fresh fruits to our customers in Jamaica around the
world. Today we continue this legacy by delivering
the JP St. Mary's range of healthy tropical snacks
fresh from the farm to you.
All our JP St. Mary's snacks are made with freshly
harvested fruits and roots, blessed by the
Caribbean Sea and Sun. They are peeled, finely
sliced, freshly made and crunchy - with only the
finest natural ingredients.

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OUR LOGO

LOGO VARIATIONS

‘JAMAICA PRODUCERS LOGO’
should always sit right above the ‘S’
on the left.

Figure 1 Year company was founded.
Primary full colour logo

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OUR LOGO Primary full colour (figure 2)
This logo is the preferred option to be
CLEAR SPACE/SIZING used whenever possible.
Greyscale (figure 3)
Figure 2 Figure 3 The greyscale version of the logo is
Primary full colour Greyscale always used in 100% black.
1 Colour (figure 4)
Figure 4 Figure 5 This logo is the preferred option to be
1 Colour Secondary full colour used whenever a one colour logo is
needed.
Secondary full colour (figure 5)
This logo is the preferred option to be
used when packaging is being designed.

**Our brand logo should only be
reproduced from master artwork
files and should not be redrawn,
reset or altered in any way.
**The master artwork fi les are
available in various electronic
formats, for both Mac and PC.

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OUR LOGO 0.75 inches Figure 5 The logo clear space (figure 5)
Clear spacing To ensure prominence and legibility, the
CLEAR SPACE/SIZING logo is always surrounded by an area of
R-0 clear space which remains free of other
0.75 inches G - 79 design elements, such as type and
B - 63 other logos. This is also the minimum
0.75 inches distance the logotype can be placed
50px from the edges of the page.
20mm The construction of the exclusion zone
Figure 7 is based on a height/width of 0.75 inches.
Figure 6 Digital/Web The clear space is implemented from
Print Mininmum size 50px the left and right edges of the logo and
Mininmum size 20mm from the ‘JP’ sunbrust and baseline of the
‘St Mary’s’ top and bottom.
Minimum size - print (figure 6)
The minimum size is defined by the
width of the logo. To ensure maximum
clarity the minimum size is 20mm when
used for print.
Minimum size - digital (figure 7)
When used in digital formats, the logo has
a minimum size of 50px, The trademark
symbol should not appear when the logo
is used at sizes below 60px in width.

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OUR LOGO Logo misuse (figure 8)
Our brand logo should only be
MISUSE OF LOGO reproduced from master artwork fi les
DO NOT scale the logo improperply. and should not be redrawn, reset or
altered in any way.
DO NOT move or enlarge **The master artwork fi les are
the “JP” sunburst available in various electronic
formats, for both Mac
and PC, and are available from the
Marketing Team.
**Please ensure that logo is used
correctly at all times.

DO NOT add a stroke around
the “JP” sunburst.

Figure 8
Logo misuse.

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LOGO PLACEMENT Figure 9
Centred placement
FOR PRINT (i.e. Poster/Flyer) The logo can also be positioned
centrally. This option is ideal for
Figure 9 applications where horizontal space is
limited, i.e. banners and flags.
Top-centre placement. This central positioning can also be
used in situations where the layout and
creative concept will benefit form this
application i.e. press adverts.
Figure 9
Right aligned placement
The logo should be placed in the right
hand corner – this can be at the top or
bottom of a document.

**These are standard placements, but
depending on what is being designed
creative discreation can be used with
approval from marketing team or the
company.

Figure 10

Bottom-right placement.

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LOGO PLACEMENT Figure 12

FOR DIGITAL SCREEN & WEB
Figure 11

Video (**figure 11) Social Media Post (figure 12)
Logo should be be placed at the Logo should be be placed at the
bottom-right corner in videos. bottom-right corner.
**Ensure logo is place within the standard
parameter for all formats and video sizes. 8

BRAND STAMP Figure 13
Stamp for Snacks.
FRESH FROM THE FARM STAMPS This logo should be used when
designing packing for the snacks or to
Figure 13 Figure 14 complement the “JP St. Mary’s” logo in
Stamp for Snacks. Stamp for Fresh Produce. designs.

Figure 14
Stamp for Fresh Produce.
This logo can be used when designing
for both fresh produce and snacks, but
it is primarily for the fresh produce.It
also complements the “JP St. Mary’s”
logo in designs.
**These logos should never over power
or be made larger than the “JP St.
Mary’s” logo in designs. Unless the
design calls for that.

**In videos this stamp should always
be placed after the “JP St. Mary’s” logo.

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BRAND COLOURS Primary colours (figure 15)
Our colour palette is an essential tool in
PRIMARY COLOURS (in logo) building a distinctive and recognisable
brand identity.
C- 95 C- 0 C- 100 Pantone colours (figure 16)
M- 0 M- 0 M- 79 The nearest pantone reference for each
Y- 100 Y- 100 Y- 0 primary colour.
K- 27 K- 0 K- 0 **The colours shown should always
be used at 100% opacity.
R - 255 R-0
R-0 G - 242 G - 79
G - 133 B-0 B - 163
B - 63

Figure 15
Primary brand colours

PANTONE COLOUR REFERENCES

PANTONE - 348 C PANTONE - 803 C PANTONE - 2945 C

Figure 16
Pantone reference of brand colours

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DESIGN COLOURS Design colours
Our colour palette is an essential tool in
Pack Yellow Design Yellow building a distinctive and recognisable
brand identity.
PANTONE 1235C These are the design colours to be used
when creating artwork for digital/web and
C- 0 C- 0 print.
M- 32 M- 10 Pack Yellow (figure 17)
Y- 95 Y- 95 To be used as primary yellow when
K- 0 K- 0 designing. Should not be used if ‘original
banana chip’ pack is in design.
R - 255 R - 255 Design Yellow (figure 18)
G - 183 G - 222 To be used as secondary yellow when
B - 27 B - 23 designing or to add contrast.
**The colours shown should always
Figure 17 Figure 18 be used at 100% opacity.
Yellow used for packagining. Yellow used to add contrast.
Primary yellow. Other colours (figure 19)
additional colours that can
C- 95 C - 100 be used when designing.
M- 0 M- 79
Y- 100 Y - 0 C- 85 C- 100
K- 27 K - 0 M- 50 M- 0
Y- 0 Y- 0
R-0 R-0 K- 0 K- 0
G - 133 G - 79
B - 63 B - 63 R - 27 R-0
G - 117 G - 174
Figure 19 B - 188 B - 239
Other support colours.

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TYPOGRAPHY Nexa
Our brand typeface is Nexa. It is used
PRIMARY BRAND TYPEFACE for all our printed communications.
It is used as a display font for headlines,
NEXA copy, short paragraphs of text and
pullout quotes. Where possible we use
Light Nexa for online applications.
ABCDEFGHIJKLMNOPQRSTUVWXYZ **Please contact the Marketing Team
abcdefghijklmnopqrstuvwxyz for details about obtaining this font.
1234567890
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Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Heavy
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

TYPOGRAPHY Nexa (Rust Sans/Slab)
Nexa Rust Sans/Slab is used for all our
SECONDARY BRAND TYPEFACE printed communications. It is used as a
display font for headlines and copy
NEXA RUST SANS/SLAB (where acceptable). Where possible we
use these Nexa variations for online
rust sans - black 02 applications.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 We use Nexa in nine (9) weights/styles:
- Light
rust sans - black - Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ - Bold
1234567890 - Heavy
- Rust Sans - Black 02
RUST SANS - BOOK 03 - Rust Sans - Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ - Rust Sans - Book 03
1234567890 - Slab xBold

SLAB xBOLD **Please contact the Marketing Team
ABCDEFGHIJKLMNOPQRSTUVWXYZ for details about obtaining this font.
1234567890

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SOCIAL MEDIA ICONS

ICONS

Figure 20
Social Media Icons

FACEBOOK INSTAGRAM TWITTER YOUTUBE

SOCIAL MEDIA BARS

Figure 21 Figure 22
Social Media IBar 1 Social Media IBar 2 (incl. YouTube)
Figure 23
COLOUR OPTIONS Colour Options for Social Media Bar

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SOCIAL MEDIA BAR LAYOUT **Animated version should
be used for videos.
Figure 24
Top-Right Alignment Figure 27
Alignment with Logo 1

Figure 25
Bottom-Right Alignment

Figure 26 Figure 27
Bottom-Left Alignment Alignment with Logo 2

OTHER ICONS **Social media bar should always be
postioned in any of the above options with
the best colour variation.

Figure 28
Other icons that should be use when needed.

EMAIL PHONE WEBSITE LOCATION/ADDRESS

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BRANDED APPAREL

VENDORS

Figure 29 Top-left logo placement(small). Top-centre logo placement (big).
T-Shirts

Note: Nexa Rust Sans - Black 03
font is used right here.

Front 1 Front 2 Back
Figure 30
Caps “Fresh from the farm to you”
Centre placement (big).

Centre logo placement.

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BRANDED APPAREL (cont’d)

VENDORS

Figure 31 Centre logo placement (big). Top-centre logo placement (medium).
Full Bibs

Figure 32
Picture of actual
full bibs and hats.

Front Back

Figure 33 “Fresh from the farm to you”
Half Aprons Placement (big).

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VEHICLE BRANDING

FRONT BACK

Figure 34
Branded Vehicles

Design inlcudes Logo, Brand Stamp & Social Media Bar on
Yellow background.

SIDE

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COLLATERAL Figure 36
Pull Up Banner
Figure 35
Feather Banners

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POINT OF SALE Figure 37
Shelf Border 23.5” X 3.5”
GENERIC
Figure 39 Shelf Strip 12” X 1.5”
Figure 38
Shelf Border 12” X 3.5”

Figure 40
Flange 14” X 14” > 12” X 14”

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PHOTOGRAPHY STYLE

JP ST. MARY’S - FRESH

Local, warm and approachable. It showcases the local origins of the product fresh
from the farm in St Marys grown by Jamaicans for the people of Jamaica. Where
possible use the actual farm talent to promote the naturalness.

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PHOTOGRAPHY STYLE

JP ST. MARY’S - SNACKS

Local, fresh, energetic. It showcases the product as being for all
Jamaicans from the young to the old, anytime, anywhere! Need shots to
include real-life people as well as the snacks themselves.

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Thank You,

for any questions contact
JP. St. Mary’s Marketing Team