Harvest Brand Identity Guide

Brand Identity Guidebook

Table of Contents 3 LOGO USE
5 COLOR PALETTE
6 FONTS
9 IMAGERY

2

Logo Use

Harvest Volatility Management’s logo comes with several approved alternate versions to help accomodate
the wide range of cases in which a contemporary logo might be applied. These are general guidelines to help
you determine which version is the most appropriate choice in any given situation.

Primary Logo - Full Color Horizontal Black White

Use on white or light backdrops. Use on light backdrops only where full color does Use on dark, heavily textured, or photographic
not work well, or when the intended product will be backdrops.
black and white.

One Color Stacked Icon Only

Use in square or Use as an icon or
vertically oriented brand element where
spaces where a the brand name
horizontal logo is already clearly
does not fit well or established, or where
may have reduced the logo must be used
legibility. at a very small scale.

Use on white or light backdrops where full color
does not work well, but some branded color is still
desired. This is option is recommended for print
projects where multi-color designs may result in
increased prices.

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Logo Don’ts

The following uses of Harvest Volatility Management’s logo are discouraged. While some exceptions may
apply in special cases, please avoid using the logo in any of the following ways.

Avoid setting the logo against a backdrop where any Avoid placing the logo into a containing area where Avoid rendering the logo in any color palette other
logo elements have little or no contrast, especially it has little or no negative space around the edges. than the Harvest Volatility Management brand
when this may impair readability. colors or simple neutrals (such as black or white).

Avoid applying outlines or other stylistic effects. Avoid applying harsh drop shadows behind the logo. Avoid using the wordmark without the logomark
(icon). If the brand name is needed in text without
the full graphic, simply type it.

HARVEST

Volatility Management

Avoid moving or rearranging the placement of any Avoid altering the font of the wordmark in any way. Avoid unnecessarily cropping out any part of the
logo elements. logo. (Note: icon-only logo version may be cropped)

4

Color Palette

Primary Brand Colors

Royal Navy • #003057 • RGB 0, 47, 87 • Pantone 540 C 94% • CMYK 100, 84, 39, 33

Gold • #CFB400 • RGB 207, 180, 0 • Pantone 606 C 96% • CMYK 22, 24, 100, 0

Secondary Brand Colors

Dark Navy • #0B1C37 • RGB 11, 28, 55 • Pantone 296 C 97% • CMYK 96, 84, 47, 59
Sapphire • #285783 • RGB 40, 87, 131 • Pantone 7693 C 96% • CMYK 91, 69, 27, 9
Midtone Silver • #B4B4B5 • RGB 180, 180, 181 • Pantone Neutral Black C 30% • CMYK 30, 24, 24, 0
Light Silver • #D6D6D6 • RGB 214, 214, 214 • Pantone Neutral Black C 16% • CMYK 15, 11, 12, 0

5

Primary Brand Fonts

These are the primary fonts for Harvest Volatility Management’s brand identity, to be used as a first choice
whenever possible.

BRANDON GROTESQUE TITLES, HEADINGS, & MINOR SUBHEADINGS
All caps, 20 pt letter spacing,
Judson font weight “black”

Lato Light. Omnimpor estrum quidele ndestotam, temporat et quo omnim volo SUBHEADINGS & DECORATIVE TEXT
molesequi as cum re, incte cuptat et alit, omnimodi occupis dolorpore peribus Standard capitalization, weight,
corum nonecernam, qui arciatis numet autenda ntionectum aut quam facitis and letter spacing
experat et latem fugitias eum.
BODY COPY
Quo dolorec essinus, qui ommoluptaque num qui tecture provid ut pratem ima Standard caps, 25 pt letter spacing,
doles eossin estibuscid miligen ihicaerro occuscimo te id eseque voluptatem
fugitis ma ne qui tectem qui blabore roritat iberum conecte moleseque landuci font weight “light”
mporitatem. Et am re dis volento temped mollabo rehenti osaped ut perendande
laboris as niam faceper istion rehenihit maiorrorem.

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Web Fonts

These are the recommended alternative fonts for web, where not all primary fonts are readily available or
easily compatible across devices.

LATO BLACK TITLES, HEADINGS, & MINOR SUBHEADINGS
All caps, 20 pt letter spacing,
Judson font weight “black”

Lato Light. Omnimpor estrum quidele ndestotam, temporat et quo omnim volo SUBHEADINGS & DECORATIVE TEXT
molesequi as cum re, incte cuptat et alit, omnimodi occupis dolorpore peribus Standard capitalization, weight,
corum nonecernam, qui arciatis numet autenda ntionectum aut quam facitis and letter spacing
experat et latem fugitias eum.
BODY COPY
Quo dolorec essinus, qui ommoluptaque num qui tecture provid ut pratem ima Standard caps, 25 pt letter spacing,
doles eossin estibuscid miligen ihicaerro occuscimo te id eseque voluptatem
fugitis ma ne qui tectem qui blabore roritat iberum conecte moleseque landuci font weight “light”
mporitatem. Et am re dis volento temped mollabo rehenti osaped ut perendande
laboris as niam faceper istion rehenihit maiorrorem.

7

Default System Fonts

When no brand fonts are available or an editable document must be able to move freely between devices,
these are the system fonts recommended for substitution.

ARIAL / HELVETICA TITLES, HEADINGS, & MINOR SUBHEADINGS
Times New Roman
All caps, font weight “bold,” small increase in
letter spacing where possible

SUBHEADINGS & DECORATIVE TEXT

Standard capitalization, weight,
and letter spacing

Arial, Helvetica, or Helvetica Neue (depending on the options available on BODY COPY
your system). Omnimpor estrum quidele ndestotam, temporat et quo omnim
volo molesequi as cum re, incte cuptat et alit, omnimodi occupis dolorpore Standard caps, font weight “regular,” small
peribus corum nonecernam, qui arciatis numet autenda ntionectum aut increase in letter spacing where possible
quam facitis experat et latem fugitias eum.

Quo dolorec essinus, qui ommoluptaque num qui tecture provid ut pratem
ima doles eossin estibuscid miligen ihicaerro occuscimo te id eseque
voluptatem fugitis ma ne qui tectem qui blabore roritat iberum conecte
moleseque landuci mporitatem. Et am re dis volento temped mollabo rehenti
osaped ut perendande laboris as niam faceper istion rehenihit maiorrorem.

8

Imagery

The images used to represent Harvest Volatility Management are essential to evoking the right emotional
associations in viewers. Striking the right visual tone can make all the difference.

Imagery of charts, graphs, and data should appear technologically forward and Imagery of business workers in action should depict attentive engagement in
stylistically contemporary, especially with eye-catching illumination effects. tasks and professional, productive tones.

Imagery of business interactions should depict postitive, constructive Lifestyle imagery should depict refreshing scenes of recreation and worry-free
cooperation, excellent quality of service, and friendly, welcoming body behaviors. Models should be well-dressed and conservative, with up-scale but
language. not necessarily formal wardrobe.

9

Imagery Treatments

The way imagery is treated throughout company branding materials can create a sense of consistency and
cohesion throughout, strengthening the brand identity as a whole and leaving a powerful impression.

Selective Brand Colors Dark Blue Overlay

Any full-color imagery should fall primarily into the Harvest branded color Use this treatment for background images to improve the visibility or legibility
palette of gold, royal blue, and silver tones. of any elements placed on top.

Partial Blue Overlay Silver Grayscale with Gold Pop

Use this treatment interchangeably with the full dark blue overlay. Apply it Light grayscale images are ideal for light section treatments or for images set
selectively when introduction of the gold tone is desired. against dark backdrops. Use optional gold pop color as desired.

10

Imagery Don’ts

The following uses of imagery for the representation of Harvest Volatility Management are discouraged.
Please avoid using imagery in any of the following ways.

Any graphs, data, or renderings which are outdated in style, depict outdated Imagery of business workers who appear unengaged, unproductive, or
technology, or use unsophisticated artistic tones. generally unwelcoming.

Full-color images which appear primarily in colors clearly outside of the Lifestyle imagery depicting provocative activites, environments, or styles of
Harvest branded color palette. dress which are not traditionally considered up-scale or sophisticated.

11