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Design and Communication Guidelines
Our Brand
Introduction
How It Started
Bios
Mission Statement
Target Audience/Tagline
Vision/Values
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Table of Contents
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Benefits
Our Logo
Our Icon
Brand Colours
Fonts
Moving Foward
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Introducing4 the Luv of Food
4 the Luv of Food is a 12-week program that gives people the knowledge
they need to lose unhealthy body fat for good—but it’s not a diet. We are so
mislead and confused by media, which is based on trends and fads, but how
great would it be to just know the facts?! Plain and simple!
4 the Luv of Food has weight loss results, but the focus is on losing inches.
People feel good naked because our program ensures it’s fat people are
burning: not muscle, or weight loss from water. This is not another fad diet or a
lifestyle change—it is a toolkit that teaches people how to add complementary
pairings to the foods we love to eat.
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How It StartedThe seed for The Food Palette (4tLoF’s early community based program)
was planted 20 years ago in a physiology lecture focused on nutrition. The
professor spoke of a semi-starvation experiment done in 1945 that revealed
the negative effects of dieting. The Food Palette became an obsession in
understanding the science of food metabolism and the need to inform the
misguided North American society.
Two studies began in 2010 that implemented the science without predicting the
results. The outcome was size reduction through fat burning, increased energy,
restored regularity, some weight loss, lowering of blood pressure, improvement
of cholesterol levels and the reversal of Type II Diabetes. There was no question
the program had to run on a large scale, reaching the far corners of
North America.
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BiosShannon Clark, BSc P.T., PTSAudience
Shannon Clark is 4 the Luv of Food’s co-owner
and head of research and development. She
graduated from the University of Toronto as a
physical therapist in 1992 and after working with
pediatrics in Canada for 6 months, moved to the
United States. There she spent 12 years specializing
in orthopedics, wound care, and finally teaching
in New Jersey at the University of Medicine and
Dentistry in the Masters Physical Therapy Program.
Her fascination with how the body balances itself
naturally and her passion for nutritious and delicious
food has made her pursue a second career trying
to curb the obesity epidemic that has taken hold of
North America.
On a personal note, she is happily married with 4
children and wishes nothing more than to teach her
kids how to love and appreciate what food does
for the body and the crucial role it plays bringing
family and friends together. She has one confession
to make, however: she hates vegetables (except the
red ones)! But guess what? You can burn body fat
without eating them!
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Danielle Greco, R.H.N., R.M.T., Natural Chef
Danielle is a practicing Registered Massage
Therapist, working with a wide range of clientele
since 2006. The cases she’s encountered from
musculoskeletal problems to dietary-related concerns
further sparked her interest in alternative health,
which led to a diploma in Holistic Nutrition in 2008.
Growing up on the ever-so-popular Mediterranean
diet in a family of grocers has greatly enhanced her
passion for food.
With a keen interest in wellness and holistic health,
she is determined to prove to skeptics that food
can be healthy without compromising flavor and
satisfaction. This led her to the west coast where
she attended Bauman College in San Francisco and
became certified as a Natural Chef. With her triad
complete, she’s happy to have partnered up with
Shannon Clark to create 4 the Luv of Food. Together
they hope to help educate people on the benefits of
making balanced choices that prevent disease and
enhance overall wellbeing.
Danielle is a health nut who loves vegetables,
could spend hours walking the grocery aisles and
is addicted to the Food Network. Beauty lies in
balance, and both Danielle and Shannon have
found the happy medium between conventional and
non-conventional food choices for happy, healthy
living.
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John Cosentino, B.A., Chef
Food, food and lots of it! It’s been a significant part
of the Cosentino family since John was a baby. With
an Italian background, John remembers dinner as
a time when Dad and Mom were home from work,
his sister was finally out of her study room, and he
home from the playground, his mouth watering for
Mama’s home cooking. His appreciation for food
skyrocketed when at 18, he went to University and
was responsible for his own meals, giving him a
chance to hone the skills he inherited as a child.
In 2003, after University, John went on to play a
short season of baseball in Italy where he realized
that local ingredients would be the tools of his career
trade. Upon his return he completed a two year
apprenticeship program at George Brown Culinary
School. He’s worked in a number of settings such as
the prestigious Copper Creek Golf Club under his
mentor Gianpiero Tondina, C.C.C. John returned
to Italy in 2008 to study under world class chefs in
some of the most reputable food establishments in
the country. Today, John is the owner and operator
of Food in Motion Catering Services. With the
extremely fast growing demand for healthy menus,
and critical concentration on dietary restrictions,
John is thrilled to team up with the ladies of
4theLuvofFood.com, bringing fresh, local ingredients
to the popular demand for proper food combining.
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4 The Luv of Food strives to improve people’s lives by providing an easy to follow program that promotes a happy and healthier lifestyle.
Mission Statement
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Target AudienceOur target audience is primarily women ages 25-45, with men of the same
ages as a secondary audience. They live in both rural and urban locations,
and require easy recipes with ingredients that can be found at their local
supermarket. They want simple solutions, recipes and information that they can
fit into their lives.
They’ve tried many diets across the board feeling that they have to deprive
their bodies to lose weight. Some suffer from fatigue, depression, and high
cholesterol and even run the risk of being pre-diabetic. What is the one thing
common to all of them? They strive toward getting healthy, but are confused
with the overwhelming amount of health information out there. Having a plan
that fits their busy life is key, and being able to “cheat” without the guilt is a
must!
TaglineWho doesn’t want to feel good? Better yet, who doesn’t want to feel good
naked? This is exactly what our program is geared to do: burn fat so you can
feel—and look—good naked!
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Our Vision
Our Values
4 the Luv of Food strives to continuously help people get healthier and happier
with their bodies, and as a result being a worldwide leader in the health and
wellness industry.
4 The Luv of Food is rooted in the values of honesty, compassion, healthy living
and attainability for all.
Honesty: Providing factual, science-based information that is researched and
has the client’s best interest at heart.
Compassion: Being able to sympathize with the needs and concerns of the
client and their health struggles and find solutions to create optimal health.
Healthy Living: Providing scientific pairing of foods to create the highest level of
optimal health for clients, helping them achieve their individual goals.
Attainability: Since all clients are unique, varying in age and lifestyle, 4 the Luv
of Food aims to provide a program that is completely attainable for everyone
in all walks of life.
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Benefits
4 the Luv of Food has numerous benefits: physical, mental and emotional. Our program empowers you, freeing you from the shackles of fad diets, restrictions and obsessive counting!
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Allows you to eat the foods you want to eat, all of the time. Every food can be a fat burning food. The secret lies in how you
pair them. We’ll teach you how and inspire you with meal plan
options and original 4tLoF recipes.
Helps you to burn body fat and return to an ideal body size. You will only burn body fat! No loss will be at the expense of water or
hard-earned muscle.
Helps reduce and reverse the risk of heart disease, obesity and diabetes. Balancing carbs prevents the body from producing the substance
responsible for narrowing arteries.
Gives you the knowledge you need to feed you and your family right, no matter what their likes or dislikes, allergies or religion. This program is universal and can be tweaked and tailored to suit any
need. Nothing is off limits and there are no restrictions, which puts
an end to “diet” foods the whole family won’t enjoy.
It is not a diet or a lifestyle change. It’s an education you need only once to get you on the right track to feeling good naked. Knowledge is power! Enlightenment and the confidence to make an
informed choice for your body is beyond rewarding.
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Our LogoWith its iconic heart and bold script, our logo is an eye-catching visual embodiment of our program.
We use the heart instead of the word “Luv” to make an instant visual
connection and a representation of health, mind and body. Just like any good
diet should be filled with a rainbow of foods, we use bright and fresh colours.
All together, our logo portrays our brand personality perfectly!
The tagline is part of the logo and should always be included where possible.
If an exception is made, the tagline must be incorporated into the design
somewhere else. Our full colour logo should always be shown on a white
background.
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Logo Guidelines
Don’t stretch. Don’t change words/fonts.
Don’t change the colour. Don’t rearrange the type or icon.
Don’t use colours or patterns
that interfere with the logo.
Don’t use colours or patterns
that interfere with the logo.
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Two Colour VariationsThese are the two colour variations, which are an addition to the regular full
colour logo. They can be used for colour–coding purposes or colour coding
sections within the brand.
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Single Colour VariationsThese are the greyscaled versions of our logo. Depending on the background
you can use ether of them for visibility.
Single Colour SolidGreyscale
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Our Icon
Always included as part of the logo, with or
without the tagline.
Always shown in our branded colours. Tints are
allowed.
Used on its own as an icon or watermark.
Always keep straight; do not rotate, reflect, or
otherwise edit the icon.
Icon Guidelines
Colour Variations
As part of our logo, the heart icon is wonderful
as a simplified representation of our brand. It
is unique and recognizable. We often use it as
a design element or watermark to spread our
brand in a variety of ways.
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Logo SpacingAlways keep a minimum amount of space between our logo and any other
elements in a design. Use the height of the tag line bar to help ensure the
spacing is proportional. There should be at least 0.25 inches of space at all
times.
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Brand Colours
C55 M0 Y100 K0
R128 G195 B66
HEX #7FC241
Our colours are fresh, inviting and motivating. Although simple, we believe in the power of colour brightening things up.
We have four main colors, plus solid black. In general, our brand colours
should always be 100% and solid, although tints are acceptable for water-
marks.
The default for text is 100% black. Our green is our primary colour, and is
generally used more often.
100% 100%
100%100%
80% 80%
80%80%
60% 60%
60%60%
40% 40%
40%40%
C72 M0 Y37 K0
R16 G187 B182
HEX #0FBAB6
C2 M100 Y98 K0
R231 G30 B39
HEX #E71D26
C0 M23 Y100 K0
R225 G213 B48
HEX #FFD430
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Fonts
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abc d e f gh i j k lmnopq r s t u vwxyz
1234567890 (.,:;?!$&@-*)
ABCDEFGHI JKLMNOPQRSTUVWXYZ
abcdefghijk lmnopqrstuvwxyz
1234567890 (.,:;?!$&@-*)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 (.,:;?!$&@-*)
Marketing Script Regular
Futura LT Book and Bold
Marketing Script is a great Script font for headlines and pull-quotes. We use this font sparingly to preserve its impact.
Futura LT Book is a classic sans serif font that has a a nice geometric feel that helps us look fresh and modern. We use Futura LT Book and Bold for subtext and body text.
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Now that you understand our brand, you’re
ready to go out and spread 4 the Luv of Food to
the world. Always remember to keep within our
visual guidelines and, most importantly, always
communicate with our mission and values in mind.
If we are consistently uplifting, informative, and
inspirational in our visuals and communications, 4
the Luv of Food will succeed in making the world
Feel Good Naked!
Moving Foward
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4theluvoffood.com
4theluvoffood.com