Brand Book

What is a brand book?This brand book is a guide to maintaining the brand iden-tity of Fairfood International. It helps to define and visual-ize the brand in ways that would help you to understand it, use it properly, and maintain the consistency of it. This book shows what we stand for and provides standards and regulations regarding our brand identity elements such as logo, colour themes, and house styles. Following the simple rules outlined in this book will create a sense of consistency across both internal and external commu-nications.

Part 1: Brand Identity

VisionMissionGoalsPositioningBrand CharacteristicsTone of VoiceFairfood’s pitchesUnique Selling Points

Part 2: Corporate Identity

Logo useCorporate typefacesColour themeImageryStyle guide

Contents

Part 3: Applications to Business Documentations

Presentation templateletterhead templateBusiness cardsE-mail signatureAnnual report example

Part 4: Applications to Promotional Materials

Creative guidelinesBrochuresBannersPress Kit

Closure

[snapshots of Fairfood][employee testimonials]

Snapshots of Fairfood over the years

Part 1Brand Identity

Fairfood’s mission, vision, goals, positioning, characteristics, tone of voice, pitches, and unique

selling points

By the year 2020, Fairfood International intends to be the leading voice in the global food sustainability movement. We aim to achieve this by actively advo-cating for sustainability to over 10,000 food and bev-erage companies worldwide and influencing them to engage in sustainable and fair business practices.

To actively facilitate change in the food industry and making it sustainable. Increasing the level

of sustainability of food and beverage products using their brand owners as the main targets.

Goals

Vision

Mission

Positioning

Fairfood believes that joint efforts can speed up the process of transforming the food industry to a more sustaina-

ble and therefore collaborates constructively with other NGOs to work towards common goals.

We believe that our mission cannot be successful without stra-tegic relationships and collaborations with NGOs that have different intervention strategies and strengths. Therefore, when Fairfood recognises compatibility, it often acts as a broker, bringing brand owners into contact with other NGOs and, in-

deed, companies and institutes who can offer better practical as-sistance and know-how to enhance businesses’

sustainable practices.

AppearanceYoung, fresh, dynamic, idealistic, international, hip

RootsVolunteers & unfair international trade

AppealReasonable , reliable, innovative, pro-active, optimistic, online presence

BelievesChange: Raising level of sustainability, dialogue, dynamic.

Brand Characteristics

Core ValuesReasonable, optimistic, and innovative

Characterpassionate, entrepreneurial, critical, optimistic, young, international

FriendsBrand owners, Facebook fans, financi-ers, NGOs, partner organisations

RelationshipNetworking, information sharing, providing a ‘feel good’ factor

Tone of VoiceClear, concise, positive, tongue-in-cheek

Brand Characteristics

Dress CodeT-shirt with jeans, smart jacket

Tone of VoiceWhen writing for global citizens:Try to address the reader in an informal yet professional way. You also want to ac-tivate the reader in your communications to get them involved and committed to our goal – e.g. what can you do? As we are an international organisation and we want to address citizens all over the world, refrain from culture specific references, such as pepernoten and Sinterklaas. When writing for food companies:Use a professional tone of voice. You want to be taken seriously. Emphasise that we try to raise this awareness, not by threats, but with a standardised approach that consists of positive dialogue and free advice on sustainable solutions. When writing for partner organisations:Emphasise common ground and shared goals. Use a professional tone of voice in your writing, but this can differ depending on which partner organisation and for which purpose you are communicating with them. When writing for (potential) financiers:Use a professional tone of voice. BlogsBlogs may be informal in terms of writing style, but avoid spelling and grammar errors in your blog, partly because it displays professionalism and partly because mistakes can distract people from the content they are reading. Please read the tips on how to write a blog to know more.

A pitch is a short summary of your company or organisation. The purpose of a pitch is to get the audience interested enough to want to hear more. It is a short message in which you can briefly explain your organisation to whomever you come in contact with. The pitch differs according to whomever your audience is; obvi-ously, a global citizen would be interested in Fairfood for reasons other than a food company. The pitch should essentially describe what Fairfood does and why we are unique. Fairfood’s unique sell-ing points can guide you in creating a specific pitch. In the over-view of the pitches for our four main target groups, we have high-lighted which USP is most relevant to that particular audience.

Fairfood’s PitchesHow to present Fairfood to each target audience

Elevator Pitch

Fairfood to

Consumers

Research has shown that there is a global food cri-

sis looming in 2050. Food and beverage companies

should take sustainable practices into consideration in

their production processes in an attempt to help avoid

this global crisis. With social media and your support,

we are committed to changing the food and beverage

industry into a more sustainable one and consequently

avoiding the food crisis. Become part of the solution by

following us on Facebook!

As an NGO, Fairfood aims to inspire large food com-

panies all over the world to adopt more sustainable

production methods with limited resources. Our efforts

would be more effective if Fairfood joins forces with

partner organisations to get in touch with brand own-

ers or to promote sustainability to global citizens.

Solution: Fairfood cooperates with other organisations

to work on issues relating to sustainable food products

that cut across various national borders. Would you

like to join this global movement and make a bigger

impact on sustainability and fair trade? By working to-

gether, we can share our resources and reach an even

larger audience or encourage even more food compa-

nies to adopt more sustainable production methods.

Fairfood is a global

movement committed to

changing the food and

beverage industry and

making it sustainable.

Fairfood to brand ownersFairfood to

Consumers

Fairfood to

partners Fairfoodto financiers

Research has shown that there is a global food cri-

sis looming in 2050. Food and beverage companies

should take sustainable practices into consideration in

their production processes in an attempt to help avoid

this global crisis. With social media and your support,

we are committed to changing the food and beverage

industry into a more sustainable one and consequently

avoiding the food crisis. Become part of the solution by

following us on Facebook!

As an NGO, Fairfood aims to inspire large food com-

panies all over the world to adopt more sustainable

production methods with limited resources. Our efforts

would be more effective if Fairfood joins forces with

partner organisations to get in touch with brand own-

ers or to promote sustainability to global citizens.

Solution: Fairfood cooperates with other organisations

to work on issues relating to sustainable food products

that cut across various national borders. Would you

like to join this global movement and make a bigger

impact on sustainability and fair trade? By working to-

gether, we can share our resources and reach an even

larger audience or encourage even more food compa-

nies to adopt more sustainable production methods.

Sustainable practices are vital for a brand to survive in the current

economy, where there is an increasing demand for sustainable solu-

tions and fair trade. As an intermediary between food companies, partner organisations

and certification labels who are aiming for sustainability, Fairfood

can help you meet the growing demand for sustainable products by

providing free advice on sustainable solutions and fair trade. Our

standardised approach enables us to approach a large number of

food companies all over the world on a shoestring budget.

Research has shown that there is a global food

crisis looming in 2050. Food and beverage com-

panies should take sustainable practices into

consideration in their production processes to

help avoid this global crisis.

Based on an inclusive sustainability agenda,

Fairfood aims to inspire large food companies

all over the world to adopt more sustainable pro-

duction methods in order to avoid the food cri-

sis. We do all this on a shoestring budget. Help

our global movement and become part of the

solution.

Unique Selling PointsAdvocacy focus directly on food companies______________

Fairfood goes straight to the source of our food and engages food companies in dialogue about the sustainability of their products and provides assistance with increasing their level of sustainability.

________________________________Standardised approach

Our standardised way of working enables Fairfood to approach a large number of food companies all over the world with limited resources/ a limited budget.

Inclusive agenda _____________________________________

Our sustainability agenda includes the three dimensions of people (social is-sues), planet (environmental) and profit (economic issues) and is based on in-ternational norms and agreements.

_____________________________________ Crowd sourcing

We use social media extensively to promote our ideals. Continuing to build an online constituency will promote a truly global movement and make Fairfood International one of the leaders in utilising social media for society’s benefit.

Centralised one entity model ___________________________

Our use of a centralised approach, with a head office in Amsterdam and front offices all over the world, contributes to our efficiency and effectiveness.

Part 2 Visual Identity

Logo use, typography, colour themes, imagery, style guide

Logo UseFairfood official logo:

Meaning of Fairfood logo:The words ‘fair’ and ‘food’ on the logo are placed upside down as a symbol of Fairfood’s aim to turning or trans-forming the food industry into a sustainable one.

Logo colour pantones:

R/G/B – 95/96/98 C/M/Y/K - 0/0/0/77

R/G/B – 191/215/48C/M/Y/K - 30/0/100/0

R/G/B – 255/255/255 C/M/Y/K - 0/0/0/77

Fairfood grey

Fairfood green

Fairfood white

 

   

 

 

 

Fairfood logo green-grey Fairfood logo green-white

Fairfood logo white-grey Fairfood logo grey-black (exclusively for black and white

printing)

Logo with or without pay off(Always include 1 logo with pay off in the design)

Variants of Fairfood logo

Use of mini logo: Make sure there is always space for the Fairfood logo. Only use the

mini logo when there is no other option (e.g. profile picture online communities).

On a busy background:Fairfood logo + frame (size of frame:

see size of white space)

Use of the FairFood logo on several backgrounds

   

 

 

 

On a light background:Fairfood logo green-grey

On a light photograph:Fairfood logo green-grey

On a darker background:Fairfood logo green-white

On a darker photograph:Fairfood logo white-green; Fair-

food logo green-grey

 

 

 

White space around the logo

Directive guideline for the placing and size of the logo:

The logo may not surpass one third of the page yet it must be within one forth of the page. The logo in the layout must always be outlined to the right.

Typography

Official fontArial RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789

Reccommended fonts for design purposes:MegalopolisABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789

Chunk FiveABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789

Capture ItABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789

Day Poster BlackABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789

LemieszABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

123456789

CartogothicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789

Colour Themes

R/G/B – 95/96/98 C/M/Y/K - 0/0/0/77

R/G/B – 191/215/48C/M/Y/K - 30/0/100/0

R/G/B – 247/232/9 C/M/Y/K - 6/1/98/0

R/G/B – 131/132/133C/M/Y/K - 51/42/41/6

R/G/B – 201/220/78 C/M/Y/K - 25/0/86/0

R/G/B – 248/239/101 C/M/Y/K - 5/0/74/0

Original shades Toned-down shades

R/G/B – 255/255/255C/M/Y/K - 0/0/0/00

White is often used to give a fresh look on Fairfood’s designs

Toned-down shades

ImageryUse of images

How do you know if you can legally use another persons’ photo? Please find below some guidelines to understanding the rights that need to be considered when using images that have been procure from sources on-line.

Copyright Law

The moment a photograph is taken it is protected by certain Copyright Laws. Copyright Law is designed to protect the rights of creators and art-ists of all kinds from having their work exploited or misused. As such it protects their rights to charge for the work and time they have put into their creations, and also their rights to control how their work is used by others.The web is a highly accessible medium, where it is easy to copy and re-publish material without thinking about Copyright. All this makes it difficult to regulate. A Google image search can quickly yield images you might think would be appropriate to use, but please always bear in mind Copy-right ownership issues and that it is not okay to utilise someone else’s work without permission and correct attribution.

Many people intentionally upload images to share freely, on sites such as Flickr and Wikimedia Commons, but please always check for creative

commons licenses, or any other notification of restrictions on use rather than assuming you can use any given image. You can find pictures with a creative commons license quite easily on the website Compfight, which is basically a search engine for Flickr. On this website you could select to only see images that have a creative com-mons license, which makes it a lot easier to search for images.

If you would like to use a photo that has not been taken by yourself or is not from the Fairfood stock of images, and does not have a creative commons license, you are not allowed to use this photo without asking the photographer’s permission.

How do you get permission to use somebody else’s work? Ask for it! If you know who the Copyright owner is, you may contact the owner direct-ly.

Copyright ownership

Once permission is granted and the terms of use are agreed, it is impor-tant to acknowledge the original owner of the image and not to pass it off as your own. If you have obtained formal permission to use an image under terms and conditions stipulated by the Copyright owner, these may detail the precise credit line you should include with the image you are using.

Placement of Copyright notice on photographs

When the Copyright owner does not specify his or her wishes on how you need to refer to the image, there are some standard Copyright cap-tions that you could use:´Photo, courtesy of [photographer’s or company’s name, linking to their website or email address as appropriate]’ or‘Credit: [photographer’s or company’s name, linking to their website or email address as appropriate]’You could also use the symbol © (the letter C in a circle), or the word Copyright.Another way of acknowledging the original owner of the image is us-ing the name of the Copyright owner in your work, or an abbreviation by which the name can be recognised, or a generally known alternative designation of the owner. Example: © 2011 Irma van den Berg.

Model and Property Release

If you are using an image with a recognisable face of one or more peo-ple then you need a model release. If you do not have a model release and your photo contains recognisable faces then you cannot use that im-age unless you blur the faces so people are not recognisable anymore. If your photo does not contain a recognisable face (no people, or a per-son shot from behind, etc) then you do not need a model release.

Many buildings have similar issues and thus require a property release. Without a property release, many buildings will remain as Editorial Only.When using an image that shows a certain brand or logo, always blur those so they are not recognisable anymore.Also keep in mind that, when you choose an image, you only use imag-es that are reluctant to the story and value to the story that you are tell-ing.Last but not least: do not use images that portray any person’s race or sex in a negative light.

Logo Usage

Logos of organisations, items or events are protected by copyright law and are also sometime trademarked. Unlicensed usage of logos puts Fairfood at the risk of a lawsuit. So please do not use logos without the prior consent of the logo owner.

Part 3 Applications to

Business Documentations

Presentation template, letterhead template, business cards

Presentation Template

Notes:- Make sure there is enough space for text and images placement. - Please refer to creative guidelines when choos-ing images for visualisation.

TitleSubtitle

Letterhead Template

Notes:-See: S:\Communications Department\Corporate Identi-ty\Creative Design\corporate design) for letterhead tem-plates and work instruction- Please use the letterhead that belongs to your address

Business Cards

Notes:- Words on the title are always with small letters- Placing Twitter account on the business cards is optional, depending on the request

E-mail Signature

Notes:- Create your own signature following the instruc-tion on Filelinx- Placing Twitter account is not obligatory

Annual Report(annual report 2010)

cover chapter beginning chapter beginning

Notes: - Keep ‘simplicity’ in mind when designing an annual report - Please refer to creative guidelines when choosing images for visualization

Part 4 Application to

Promotional Materials

Creative guidelines, brochures, banners, press kit, and language style guide

Use of Photos:Photos can only be used as being part of a collage.

Important:Fairfood tries to always communicate in a positive way. So don’t use neg-ative images of developing countries to emphasize problems there. Also be careful with the use of images of the globe, this shouldn’t be the main component of the artwork.

Some style elements which are often used:Collage (mix of different styles)Texts and objects can be placed slanted or slopedRips/tearsSmudgesYoung/urban (but not childish!)Paint blotsGraffiti elementsVintageFunny elements

Creative Guidelines

Logos:The Fairfood logo has to be on each design. See Brand book for the use of the Fairfood logo. The URL of the Fairfood website (www.fairfood.org) has to be on each design, as well as the link of Fairfood facebook page.

Background:The background should be colourful sometimes with a pat-tern, design or collage.

Brand character:Reliable, Reasonable, Positive, Young but not naive, Crisp, Practical, Optimistic, Dynamic, Lively, Unique, Realistic, Open for dialogue, Solution minded and Convincing.

Press Kit

Fairfood’s press kit contains a set of promotional materials (such as brochures and banners) that can be used for informational and promo-tional purposes in certain occasions such as trade fairs.

Brochures Banner

The Fairfood Style Guide provides employees with a quick overview of terminology that are often used within the differ-ent departments and in external communications.To prevent any confusion about the meaning of specific terms, employ-ees can now look them up in the Style Guide. The guide also provides general guidelines on grammar, spelling and punc-tuation use that you can consult when writing for Fairfood. This Style Guide describes our ‘house style’ for texts. Please have a look at the style guide document in FileLinx when draft-ing communication materials for external and/or internal use.

Style GuideDefinitions of commonly used terms

Simplify your work!

Our brand identity is important. It shows what we stand for and what are values are. It affects how people think and feel about Fairfood International as an international organisation of sus-tainability. Among the many non-profit organisations nowadays; creating a strong brand identity is crucial to stand out from the crowd. Thus, it is important that the ‘look and feel’ of Fairfood to remain consistent. If you are producing any communication materials for internal and/or external use, please make sure that they comply with the relevant rules and procedures, be-cause it is important to enhance the brand identity of Fairfood.

Closure