Smithfield Branding Guide

8/11/2019 Smithfield Branding Guide

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SMITHFIELD BRANDING GUIDEArt 335 - Identity Design

Chris Bawden


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1 PHILOSOPHY2 MISSION & TRADITION

3 VALUES

4 OUR TAGLINE, OUR COMMITMENT

5 DEMOGRAPHICS

6 BRAND & IDENTITY

7 OUR BRAND MARK

8 PRIMARY COLORS - BRANDMARK

9 PRIMARY COLORS - BRANDMARK

10 PRIMARY COLORS - SEAL

11 BRANDMARK VARIATIONS

12 SEAL VARIATIONS

13 INCORRECT USE

14 MINIMAL SIZE AND SPACING - BRANDMARK

15 MINIMAL SIZE AND SPACING - SEAL

16 BRAND IMAGERY

17 SHAPES, PATTERNS, AND TEXTURES

18 PHOTOGRAPHY

19 ILLUSTRATIONS

20 TYPOGRAPHY21 FONTS

22 STATIONERY

23 FULL SET

24 LETTERHEAD

25 ENVELOPE

26 BUSINESS CARD

27 SHIPPING TRUCK

28 SMALL SHIPPING TRUCK

29 PACKAGING

30 SEASONED OLIVE OIL

31 BUTCHER PACKAGING

32 MISCELLANEOUS

33 UNIFORMS & SIGNAGE


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SMITHFIELD BRANDING GUIDE PHILOSOPHY 1

CHRIS BAWDEN - ART335

PHILOSOPHY

PHILOSOPHYSECTION 1

PHILOSOPHYSECTION 1


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PHILOSOPHYMISSION & TR ADITION

We are about offering the best to our customers. Itsabout the people we serve not the money we get. This isour tradition.

FOCUS:

Because quality and getting the best product fortheir money is important to the people of Sausalito,Smithfield is dedicated to bring them just that.Residences of Smithfield are older and mature; they value a traditional experience and feel. At Smithfieldsyour experience is our business. First we work hardto offer our customers the best quality produce and

seafood California has to offer. Second we striveto provide our customers with the best shopping

experience we can give them. Service and quality areour driving values at Smithfield. hat is why we haveadopted the motto, aste the Best of CaliforniasCoast. We order only the best fish and produce fromlocal farmers and fishers to not only ensure quality ofproduct but to promote Californias economy as well.We believe in building the community we call home.

Its not just about business to us its about people.We care for our customers because we know them,

and they know us. We believe in the traditional wayof doing business, focusing on quality service andthe customer. Our goal is to bring those traditionsback to the food market industry and make better thecustomer experience.

Its not just about business to usits about people. We care for ourcustomers because we know them, andthey know us.


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PHILOSOPHYVALUES

Because quality and getting the best product fortheir money is important to the people of Sausalito,Smithfield is dedicated to bring them just that.Residences of Smithfield are older and mature; they value a traditional experience and feel. At Smithfieldsyour experience is our business. First we work hardto offer our customers t he best quality produce and

seafood California has to offer.Second we strive to provide our customers with thebest shopping experience we can give them. Serviceand quality are our driving values at Smithfield. hat

is why we have adopted the motto, aste the Best ofCalifornias Coast . We order only the best fish andproduce from local farmers and fishers to not onlyensure quality of product but to promote Californiaseconomy as well.

We believe in building the community we call home.Its not just about business to us its about the people.We care for our customers because we know them,and they know us. We believe in the traditional wayof doing business, focusing on quality service and thecustomer. Our goal is to bring those traditions back to

the food market industry and change the way peoplefeel about shopping. his focus is what drives us todo our best here at Smithfield.

Its not just about business to us itsabout the people. We care for ourcustomers because we know them, andthey know us.

QUALITY SERVICE TRADITIONAL KNOWLEDGEABLE


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PHILOSOPHYOUR TAGLINE, OUR COMMITMENT

We have a commitment to quality food and s ervice.Our brand image should never convey otherwise.Our brand mark, colors, images, and writtencommunication should always be clear and honestlyrepresent our company. his is where the taglinecomes into play. Since Smithfield is dedicated toworking with local farmers and fishers to bringonly the best to our customer we felt that it wasappropriate to single out and capture this mentality.

We know that not every product we carry can comefrom California but we try our best to ensure thatmuch of it does. We do this because we want topromote the local economy as much as we can andbecause we know that California has so much tooffer in terms of quality food. Californias moderate,Mediterranean climate, coupled with the s tates fertilesoil and diverse land resources make it ideal for yearround production of many types of quality produce.

his combined with the variety of fish found offCalifornias coast make California the ideal placefor us to find the best seafood and produce for ourcustomers. Our tagline is really more of our promiseto bring our customers only the best of the best.

TASTE THE BEST OF CALIFORNIAS COAST


7/36SMITHFIELD BRANDING GUIDE PHILOSOPHY 5

CHRIS BAWDEN - ART335PHILOSOPHY

he target audience for Smithfield is older men and womenfrom their late 30s to early 60s with a median age of 51.

hey are married and have no kids living at home. heyare educated (over 70% having a bachelors degree and over25% having a masters or higher) and have worked hardto establish themselves well in their careers. Because ofthis they are also well established in their life. hey have

made a home out of Sausalito and are established in theircommunity.

With a median income of over a hundred thousand ayear, our audience has the money to pay for expensiveproducts and would value the quality of a product overa lower price. Also many members of our audience workin high management positions so we believe they wouldbe accustomed to making informed decisions about workand their life. Because of this we know that this decision-

making will carry on into their food choices. And becausethey are older, they value their health. hese two thingscombined tell us that they want the best and they want tomake an informed decision about their food and what theyare putting into their body.

With this in mind we also know that our audience is

unconventional and free spirited. hey enjoy the adventureof trying something new. Shopping to them would be anenjoyable experience. It would be a time for them to slowdown and enjoy the atmosphere and fine food. o themits less about checking of the grocery l ist and more aboutfinding something good. Because of this, atmosphere andthe shopping experience are important to our audience.And because of their wealth and artistic influence inSausalito we know that our audience is accustomed to andappreciates good style.

OUR AUDIENCE

DEMOGRAPHICS

Age: 40 - 55

Ethnicity: White

Marital Status: Married (no kids)

Average income: $100,000 per yrEducation: Bachelors (or higher)

Employment: Executives or higherlevel management, Doctors, Lawyers

Food Preference: Healthy


8/36SMITHFIELD BRANDING GUIDE BRADING & IDENTITY 6

CHRIS BAWDEN - ART335BRADING & IDENTITY

PHILOSOPHYSECTION 1

BRAND & IDENTITYSECTION 2




hese two logos are used consistently on all our productsand packaging. hey should be applied to It should alsobe applied to all signage, advertising, and other p eripheralmaterials.

LOGOS

he Smithfield logo should never be re-drawn or alteredin any way. It should never be used as part of any othersymbol or logo type.

Depending on your area of application your uses eitherof these two versions.

he logo should always appear in its pure form and standon its own with clear space surrounding it on all sides.

Always use the vector versions of the logo to avoiddistortion of image in any way.

USE LIMITS

OUR BRAND MARK




TRUE YELLOW

LIGHT GREY

DARK GREY / GREY

C= 0M= 7Y= 100K= 6

C= 0M= 10Y= 100K= 15

C= 0M= 0Y= 0K= 50

C= 0M= 0Y= 0K= 92

C= 0M= 0Y= 0K= 30

R= 231G= 206B= 42

R= 254G= 237B= 39

R= 133G= 133B= 134

R= 53G= 53B= 53

R= 175G= 175B= 176

HEX= E7CD2A

HEX= CDB42A

HEX= 858586

HEX= 353535

HEX= AFAFB0

WHEN DISPLAYED ON LIGHT BACKGROUND

BRANDING & IDENTITYCHRIS BAWDEN - ART335

PRIMARY COLORS - BRANDMAR K


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SMITHFIELD BRANDING GUIDE BRADING & IDENTITY 9


NOTE:

CHRIS BAWDEN - ART335BRANDING & IDENTITYPRIMARY COLORS - BRANDMAR K


C= 0M= 0Y= 100K= 5

R= 240G= 229B= 39

HEX= F0E027

C= 0M= 0Y= 0K= 15

R= 213G= 213B= 213

HEX= D5D5D5

C= 0M= 7Y= 100K= 6

R= 231G= 206B= 42

HEX= E7CD2A80 % OPACITY

WHEN DISPLAYED ON DARK BACKGROUND

Te colors on this page are the colors to use for the logo when it is displayedon a dark background. Because background value affects the appearance ofthe value of the colors in the logo, the colors here are slightly different thanthose on the previous page.

C= 0M= 0Y= 0K= 30

R= 175G= 175B= 176

R= 255G= 255B= 255

HEX= AFAFB0

HEX= FFFFFF

TRUE YELLOW

HIGHLIGHT GREY

WHITE / LIGHT GREY

C= 0M= 0Y= 0K= 0


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CHRIS BAWDEN - ART335BRANDING & IDENTITYPRIMARY COLORS - SEAL


WHEN DISPLAYED ON DARK BACKGROUND

C= 0M= 0Y= 100K= 5

R= 240G= 229B= 39

HEX= F0E027

C= 0M= 10Y= 100K= 15

R= 254G= 237B= 39

HEX= CDB42A

C= 0M= 0Y= 0K= 50

R= 133G= 133B= 134

R= 255G= 255B= 255

HEX= 858586

HEX= FFFFFF

TRUE YELLOW

C= 0M= 0Y= 0K= 8

R= 232G= 232B= 233

HEX= E8E8E9

SILVER

DARK GREY / GREY

C= 0M= 0Y= 0K= 0


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ACCEPTABLE VARIATIONS

COLORS

CDB42A 353535 858586 AFAFB0

FFFFFF

NOTE:

hese versions of the Smithfield brand mark makeup the acceptable color variations (other than theprimary full color version) that can be used. heyshould only be used when it is not possible to usethe that primary color version.

SEAL VARIATIONS

he s ingle color vers ion against the blackbackground doesnt have the line texture behind thecrab icon and anchor. his is because when the logois in this format the shadow pattern interferes withthe integrity of the logo and is therefore removed.

Two Color Grey Scale Single Color

S E A S I D E

M A R K E T

S E A S I D E

MARKET

SEASIDE

MARKET

SEASIDE

MARKET

SEASIDE

MARKET

S E A S I D E

MARKET


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Do not skew the logo in any way. Youmay scale graphic as needed. Howeveralways scale proportionally. And whenscaling graphic consider minimal sizerequirements.

Never modify or substitute any part ofthe logo.

Do not skew Remove parts of the logo.When displayed it must be displayed inwhole. Te exception to this is when usingthe crab or anchor as minor elements in various designs.

Do not use any other colors, other thanwhat is specied in the Primary Colorssection of this guide.

Do not substitute any fonts in the logo.

INCORRECT USE

SEAS IDE MARKET

he guidelines given here for this logo variation apply to seal variation given in this guide as well

Meaning any logo given in this guide is to adhere to the same guidelines shown above.

NOTE:


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he Smithfield logo should never be displayed smallerthan 1 / (measured from left to right).

MINIMUM SIZE

o help keep the visual integrity of the brandmark, theSmithfield logo should never be crowded by other elements.

he one exception to this rule is when the logo is use on variousproduct packaging where substantial room is not available. Inthis instance it is left to the designer how much spacing will begiven to the logo while staying as close to the visual guidelinesgiven here as possible.

CLEAR SPACE

MINIMAL SIZE AND SPACING - BRANDMARK

Minimum Width:

1 /

Use the height of theS to measure a theclear space aroundthe logo.

NOTE:


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he Smithfield seal should never be displayed smallerthan 1 (measured from left to right).

MINIMUM SIZE

o help keep the visual integrity of the brandmark, the Smithfieldseal should never be crowded by other elements.

he one exception to this rule is when the logo is use on variousproduct packaging where substantial room is not available. Inthis instance it is left to the designer how much spacing will begiven to the logo while staying as close to the visual guidelinesgiven here as possible.

CLEAR SPACE

MINIMAL SIZE AND SPACING - SEAL

Minimum Width:

1

Use the height of theanchor to measure athe clear space aroundthe logo.

NOTE:


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SMITHFIELD BRANDING GUIDE BRAND IMAGERY 16

CHRIS BAWDEN - ART335BRAND IMAGERY

BRAND IMAGERYSECTION 3


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he following are a few elements that are included in thebranding and will be consistent throughout all marketingmaterials. hese elements are to be used sparingly andalways with the identity of the company in mind.

here are two prevailing textures used in smithfieldsbranding. hese texture should be used sparingly. heSmithfield brand should favor clean uncluttered designusing preferably white as its base texture. extures are agreat way to create visual interest in marketing materialsbut if overused can make the design and brand lo ok cheap.If possible use these textures sparingly to avoid this hazard.

SHAPES

TEXTURES

SHAPES, PATTERNS, AND TEXTUR ES

Other sea-life silhouettes, such as a Salmon, may be usedwith discretion (and never in the logo). When using thesesilhouettes be sure to use only simple yet anatomically correctsilhouettes of the animal (like the sil houettes shown here).

NOTE:


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Photography plays an important rolein communicating our brand identity.When finding photography for marketingmaterials seek out photographs that aresimilar in style to these images here.

Seek a feeling of sophistication

Darker hard light

ightly framed shot of food

Seek an artistic stylized look

Avoid young perfect models andperfect produce

Include stains and dirt

Seek poised shots

Seek a vintage look

PHOTOGRAPHY

GUIDELINES

STYLE


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CHRIS BAWDEN - ART335BRAND IMAGERYILLUSTRATIONS

It would be good to include illustrationswhen creating new marketing materials.Illustrations are a great way to complimentthe design but should seldom be used asthe primary image. Elements such as thesilhouettes can be multiplied over the

illustrations to help create a dynamic imagein the design. Follow these guidelines forchoosing illustrations:

GUIDELINES

Black and white Vintage lithographs

Black and white Vintage engravings

STYLE

Produce

Farm animals

Fish & Sea-life

Sail ships

Nautical themed images

SUBJECT MATTER


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SMITHFIELD BRANDING GUIDE TYPOGRAPHY 20

CHRIS BAWDEN - ART335TYPOGRAPHY

TYPOGRAPHYSECTION 4


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SMITHFIELD BRANDING GUIDE TYPOGRAPHY 21

CHRIS BAWDEN - ART335TYPOGRAPHYFONTS

Lonestar is to be used for subheads (in rare cases itcan be used as headline). It should always be set in all-capital letters. It should be used as an accent typeface(or subhead) with the Duke type family.

A A B B C C D D E E F F G G H H I I J J K K L L M M

N N O O P P Q Q R R S S T T U U V V W W X X Y Y Z Z

Duke is the typeface used in headlines for all ourSmithfield marketing materials. Use only the fillstyle of this font.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Rr Ss Tt Uu Vv Ww Xx Yy Zz

Minion Pro is the font to use for extensive bodycopy. Other weights within this family may be usedto better establish hierarchy within the paragraph,however this is to b e done sparingly.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv WwXx Yy Zz 1 2 3 4 5 6 7 8 9 0

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv WwXx Yy Zz 1 2 3 4 5 6 7 8 9 0

Gotham is to be used for all call-outs, quotes,taglines, and as a secondary subhead. In theinstances where the font is used in call-outs, taglines,or subheads it is to be set in all-capital letters.

he three weights that should be used are light,medium and bold. Whichever is fits best for the

intended application.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss TtUu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss TtUu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0


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SMITHFIELD BRANDING GUIDE STATIONERY 22

CHRIS BAWDEN - ART335STATIONERY

STATIONERYSECTION 5


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ITEMS

FULL SET

Letterhead

Envelope

Business Card


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CHRIS BAWDEN - ART335STATIONERYLETTERHEAD

SIZE

8.5 x 11 Inches


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SIZE

ENVELOPE

4.125 x 9 Inches


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CHRIS BAWDEN - ART335STATIONERYBUSINESS CARD

2 x 3.5 Inches

SIZE


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SMITHFIELD BRANDING GUIDE SHIPPING TRUCK 27

CHRIS BAWDEN - ART335SHIPPING TRUCK

SHIPPING TRUCKSECTION 6


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SMITHFIELD BRANDING GUIDE SHIPPING TRUCK 28

CHRIS BAWDEN - ART335SHIPPING TRUCK

Since Smithfield is a local market in Sausalito California we have introduceda fleet of smaller delivery trucks to serve this areas more efficiently. his isdesigned to transport goods from the warehouse to the store. And since it dropsdirectly to the store its the vehicle that gets the most local exposure. his is thetruck people will associate most with our store.

SMALL SHIPPING TRUCK

INFORMATION


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SMITHFIELD BRANDING GUIDE PACKAGING 29

CHRIS BAWDEN - ART335PACKAGING

PACKAGINGSECTION 7


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Label is relief (press) printed on atextured bright white p aper.

LABEL

SEASONED OLIVE OIL


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he Smithfield seal is printed as asticker and used to seal the meatpackage.

SEAL STICKER

BUTCHER PACKAGING


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SMITHFIELD BRANDING GUIDE MISCELLANEOUS 32

CHRIS BAWDEN - ART335MISCELLANEOUS

MISCELLANEOUSSECTION 8


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SMITHFIELD BRANDING GUIDE MISCELLANEOUS 33

CHRIS BAWDEN - ART335MISCELLANEOUS

Uniforms will be worn by general staff to distinguishthemselves as employees of Smithfield.

UNIFORM

Light banners will be hung from street lights directlyoutside of Smithfield as well as on Caledonia Street.

LIGHT BANNER

UNIFORMS & SIGNAGE


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Smithfield Branding Guide

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