FISH&LOAVES

FISH&LOAVES
FOODBANK

Table of contents

Intro 1
2
Our brand role 7
Our approaches 8
9
LOGO & TYPE 10
11
Logo overview 12
Primary logo 13
Secondary logo 16
Logo Don’ts 18
Colour
Graphic Language Guide
Typography

HOW WE LOOK

Business stationery system
Mockups

Our brand role

Our logo represents reliability.

Fish & Loaves is the nation’s largest domestic hunger-relief organization.
Our brand is trying to establish a reliable, uplifting and memorable image.

1

Our brand role

This guideline
gives you solutions to problems

We use this guideline to show the best performance of utilizing our brand
image in different circumstances, such as, cooporate with other brands,
being printed or showed on screen.

2

Our brand role

We have a brand role. So far, so good.
Now we need to bring it to life.

So, we’re moving away from talking about Fish & Loaves as an non-
profit organization. Instead, we want to demonstrate the role we play
in ending hunger.

3

Our approaches

To make sure our identity delivers
“the food for everyone”,
we always follow three very
important principles.
Let’s meet them.

4

Our approaches Reliable
Uplifting
Our principles Memorable

Fish & Loaves is all about 5
providing people with a reliable,
uplifting and memorable
experience.

Reliable

The food we feed children, seniors
and families facing hunger is not
only filling and healthy, but also
safe.

Uplifting

We are not only a food bank, but
also a heart-warming community.
Everyone can share happiness
here.

Memorable

We try our best to build an Utopia
community.

Logo & Type

Logo Our logo says
“Hello, we’re Fish & Loaves.”

6

Logo & Type FISH & LOAVES FISH & LOAVES

Our brand elements FOODBANK FOODBANK

Our band identity is made up of a FISH & LOAVES
number of elements. The images
we use, the colours we choose, FOODBANK
our icons, our words, and so on.
Each has a specific role to play,
but the real magic happens when
they’re all used together.

7

Logo & Type Primary Logotype

Primary Logotype FFFISH&LOAVESFF FF FF FF
FOODBANK
The first way we signify the
presence of Fish & Loaves is with Minimum size
out Primary Logotype. It’s the
clearest way we can identify our FISH&LOAVES Minimum print size 0.6 Inch wide.
company visually. We should be FOODBANK Minimum digital size 45 pixels wide.
signing off all our communications
with the logotype; our partner
messages must be identified as
coming from us, and you!

Clearspace
In order to preserve the integrity of
the Primary Logotype, it is important
that no other logos, type or other
graohic elements infringe on its
space. The minimum clearspace
around the logotype is equlvalent to
1/3 of the width of the logotype.

Smallest size use
The minimum size the Primary
Logotype may be used for print
applications is .6” wide. Include
the registration mark for this
measurement.

8

Logo & Type FF FF Secondary Logotype

Secondary Logotype FF FFFISH&LOAVESFF

If it’s impossible to use the Primary FOODBANK
Logotype for some reason, you have
the option of using the Horizontal Minimum size
logotype. It’s still a good way of
showing off the Fish & Loaves FISH&LOAVES
brand, so don’t you worry! FOODBANK

Clearspace
In order to preserve the integrity of
the Primary Logotype, it is important
that no other logos, type or other
graohic elements infringe on its
space. The minimum clearspace
around the logotype is equlvalent to
1/2 of the width of the logotype.

Smallest size use
The minimum size the Primary
Logotype may be used for print
applications is 1.0” wide. Include
the registration mark for this
measurement.

Minimum print size 1 Inch wide.
Minimum digital size 80 pixels wide.

9

Logo & Type

FISH & LOAVES

FOODBANK

Don’t track letters too far from each other. They should always be
treated as a whole and readible without effort.

Logotype Don’ts

To make sure our logotype FISH&LOAVES FISH&LOAVES
appears as consistently as FOODBANK FOODBANK
possible throughtout our
communications, we’ve identified
a few ways we don’t want our
logotype to appear.

Don’t use our logo against a saturated orange or blue background.

FISH&LOAVES FIFSOHO&DLOB AA VNEKS
FOODBANK

10 Only use specified colours to represent the logotype. Don’t rotate the logotype.

Logo & Type Light Orange Solid Light Orange Solid Fish & Loaves Blue and Orange are
our hero colours. We use those
Primary colour palette Pantone 141C Pantone 1375 two contrasting colors to make
CMYK 0 17 45 0 CMYK 3 38 89 1 our brand memorable.
Orange Solid RGB 255 213 151 RGB 239 165 55
Pantone 1375C HEX ff d5 97 HEX ee a5 37 Orange is uplifting, and blue
CMYK 54 0 14 0 represents hope. It also helps our
RGB 98 208 223 Light Blue Solid White Solid users immediately identify us.
HEX fd b8 3d Use this colour generously for
Pantone 545 Pantone 9016 our type, Notes, charts and as a
Blue Solid CMYK 29 0 0 0 CMYK 0 0 0 0 background.
Pantone 298 RGB 174 226 250 RGB 255 255 255
CMYK 59 0 0 0 HEX b0 e2 fa HEX ff ff ff Solid colours work best in printed
RGB 73 200 245 applications and for text.
Hex 47 c8 f5

Secondary colour palette

Dark Brown Solid Pastel Green Solid Light Brown Solid

Pantone 7568C Pantone 7464C Pantone 4685C
CMYK 42 62 80 37 CMYK 40 7 29 0 CMYK 13 18 35 0
RGB 111 77 50 RGB 155 199 186 RGB 222 202 169
HEX 6F 4D 32 HEX 9b c6 b9 HEX de ca a9

11

Logo & Type

Graphic Language Guide

How
The pattern is made out of our solid
logo. We only left the strokes of the
logo, but kept the characteristics.
Why
In order to stress our brand identity,
we choose to use this simplified
logo to make this uplifting pattern.
It keeps your eyes busy in a good
way.
When
We use this pattern on the inside
of our envelope as a surprise for
receivers. Little surprise can mean a
lot when it comes down to branding

12

Logo & Tyoe

Typography Meet Mission Gothic.

13

Logo & Type Mission Gothic Bold
for Title
Type
AaBbCcDdEeFfGgHh
We use Mission Gothic as our IiJjKkLlMmNnOoPpQq
primary typeface for all text: RrSsTtUuVvWwXxYyZz
headlines, subheads, body copy. 1234567890!@#$%
Mission Gothic Bold
We use Mission Gothic Bold for Mission Gothic Regular Mission Gothic Regular
headlines and short statements for subtitle for bodytext
above 24pt. We also use it within AaBbCcDdEeFfGgHh AaBbCcDdEeFfGgHh
body copy to emphasize certain IiJjKkLlMmNnOoPpQq IiJjKkLlMmNnOoPpQq
points. RrSsTtUuVvWwXxYyZz RrSsTtUuVvWwXxYyZz
Mission Gothic Regular 1234567890!@#$% 1234567890!@#$%
We use Mission Gothic Regular for
longer running body copy.

14

Logo & Type This type is set in Mission Gothic Bold at
24 pt.
Case Line spacing is set to 120% at 24 pt.
Sentence case is preferred for all Letter spacing is set to Optical at -10.
communications. All-caps type The recommended line length for 24pt
looks unfriendly and is difficult to type and larger is a maximum of 40
read - please avoid. characters wide.

Line spacing 15
Line spacing refers to the space
between lines of type. Headlines
should use 100% of the size of
the font for line spacing, while all
other forms of copy should use
120%.

Letter spacing
Letter spacing is the space
between letters. if settings are
available, headlines should be set
to Optical with -10 letter spacing.
All other text should be set to
Optical with 0 letter spacing.

Justification
Type should always be set flush
left, rag right.

How we look

Business Stationery System

business card
letterhead
envelope
notebook

16

17

How we look

We offer our white canvas bag to volunteers.
The logo must have a transparent background. Please do not attempt
to use any other colors when creating merchandise or advertisements.
We want to keep the design as simple and minimalistic as possible.
18



835 Park Circle, Sacramento, CA
916.446.1766

[email protected]
fishandloaves.com