VERSION 3B
02.23.2018
BRAND GUIDELINES
CENTRAL CALIFORNIA FOOD BANK BRAND IDENTITY GUIDELINES
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BRAND ID
CONTENTS
Brand Map ..........................................................................3
Elements of the Logo ..................................................................4
Color Palettes........................................................................5
Full Color Logo
2-Color Logo
Logo Variations.......................................................................6
2-Color Logo Variations ................................................................7
File Formats .........................................................................8
Color Formats........................................................................8
Required Whitespace ..................................................................9
Logo Format Variations ...............................................................10
Typography.........................................................................11
Alternate Fonts......................................................................11
Incorrect Usage .....................................................................12
Stationery Package...................................................................13
CENTRAL CALIFORNIA FOOD BANK BRAND IDENTITY GUIDELINES
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BRAND ID
BRAND MAP
Brand building blocks
DEFINITION
• Gather and distribute food for
Central Californians in need.
DIFFERENCE
• Access to a wide variety of
foods and services
• Special programs
• Partnered with 220 agencies
in the Central Valley
• Strong professional integrity and reliability
RELEVANCE
• Observable good use of
charitable donations
• Proven track record of excellence helps
bring in prospective donations
• Stretch funding to serve a
larger number of people
• Positive local impact
CORE COMPETENCIES
• Acquire and distribute variety of
fresh produce and basic foods
• Professionalism
• Strong leadership
• Strategic approach to efficiently
serving the community
REPUTATION
• Professional
• Resourceful
• Determined
• Strategic
• Proactive/Responsive
PERSONALITY
• Caring/Compassionate
• Engaging
• Trustwor thy
• Knowledgeable
• Innovative
CENTRAL CALIFORNIA FOOD BANK BRAND IDENTITY GUIDELINES
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BRAND ID
ELEMENTS OF THE LOGO
The Central California Food Bank logo is comprised of the logo bug and the logo type.
LOGO BUG LOGO TYPE
LOGO
The logo is also made up of elements which subtly communicate many of the organization’s key functions:
An orange fruit —to
represent food—one of
the most plentiful crops
in Central California.
Double C’s represent
Central California.
A wheel with lugnuts
represents distribution.
The five lugnuts
represent the five
counties served.
The semi-circle shape
also connotes a coin
being deposited into a
slot (represented by the
red line) to symbolize
the concept of a bank.
CENTRAL CALIFORNIA FOOD BANK BRAND IDENTITY GUIDELINES
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BRAND ID
COLOR PALETTES
FULL COLOR LOGO:
Central California Food Bank Palette Feeding America Palette
2–COLOR LOGO:
ORANGE
c0 m55 y100 k0
r246 g139 b31
hex f68b1f
SQUASH
c0 m32 y100 k0
r253 g253 b 21
hex fdb515
PEPPER
c0 m100 y100 k40
r158 g11 b15
hex 940b0f
ASPARAGUS
c50 m10 y100 k0
r143 g 183 b 62
hex 8fb73e
KALE
c80 m40 y100 k45
r39 g81 b37
hex 275125
FEEDING
AMERICA
ORANGE
PANTONE 144
c0 m50 y100 k0
r233 g121 b0
hex e98300
FEEDING
AMERICA GREEN
PANTONE 371
c53 m14 y89 k56
r83 g104 b43
hex 53682b
FEEDING
AMERICA
ORANGE
PANTONE 144
c0 m50 y100 k0
r233 g121 b0
hex e98300
FEEDING
AMERICA GREEN
PANTONE 371
c53 m14 y89 k56
r83 g104 b43
hex 53682b
CENTRAL CALIFORNIA FOOD BANK BRAND IDENTITY GUIDELINES
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BRAND ID
LOGO VARIATIONS
There are four variations of the Central California Food Bank Logo.
FILE NAME: CCFBlogo_wFAlock_cmy
The preferred version of
the logo appears with the
Feeding America logo.
When using this version,
there is a minimum size
requirement for the Feeding
America logo. It must
measure horizontally at
least 7/16" when used in
color or grayscale, 3/8"
when using it in solid
black, and 55 pixels wide
when used on the web or
on-screen applications.
FILE NAME: CCFBlogo_cmy
In some instances, the logo
can appear without the
Feeding America logo.
FILE NAME: CCFBlogoBug_cmy
The logo bug may also be used
by itself on a limited basis.
FILE NAME: CCFBlogo_horiz_cmy
When the logo must t within a horizontal
space, please use the horizontal variation.
PREFERRED
CENTRAL CALIFORNIA FOOD BANK BRAND IDENTITY GUIDELINES
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BRAND ID
2-COLOR LOGO VARIATIONS
The 2-color logo is defined by the Pantone Matching System (PMS). Two-color, also known as spot color,
versions of the logos have been provided. The colors used are the Feeding America PMS colors.
FILE NAME:
CCFBlogo_twoColor_spot
FILE NAME:
CCFBlogo_wFAlock_twoColor_spot
FILE NAME:
CCFBlogoBug_twoColor_spot
FILE NAME: CCFBlogo_horiz_twoColor_spot
PREFERRED
CENTRAL CALIFORNIA FOOD BANK BRAND IDENTITY GUIDELINES
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BRAND ID
FILE FORMATS:
COMMERCIAL PRINTING: .AI, .EPS, AND .JPG
ADOBE ILLUSTRATOR (.AI)
Adobe Illustrator files are vector based and allow for unlimited scalability. They are preferred by most commercial vendors.
ENCAPSULATED POSTSCRIPT (.EPS)
EPS files are vector based graphics files that are self-contained with a preview image included.
Many commercial printing applications are compatable with the EPS format.
JPEG (.JPG)
JPEG files are pixel based and should only be scaled down (smaller than provided). The JPEG logos provided are at
a resolution of 300 pixels per inch which should reproduce well in most cases where a JPEG logo is required.
FOR SCREENS: .PNG AND .SVG
.PNG , .PNG_SMALL
PNG files are low resolution, screen ready graphics which have a transparent background.
They are provided in two sizes which should accommodate most situations.
.SVG
SVG stands for small vector graphic and is a scalable format often used on websites and web applications.
PDF LOGOS:
PDF files are cross-platform compatable, vector based files. They should provide good results in most situations.
COLOR FORMATS:
CMYK (.CMY)
The 4-color process version of the logo uses screen mixes in cyan, magenta, yellow, and black to define the colors.
PANTONE (SPOT COLOR)
The 2-color logo is defined by the Pantone Matching System (PMS). Two-color, also known as spot color,
versions of the logos have been provided. The colors used are the Feeding America PMS colors. This
version is best for screen printing or embroidery where number of colors may be limited.
RGB COLOR
The .PNG and .SVG versions of the logo use RGB (red, green, and blue) to define
the colors of pixels, and are appropriate for digital displays.
REVERSE
When the logo appears on a solid black or dark background, it may be advisable
to use an all white, or reversed, version of the logo.
CENTRAL CALIFORNIA FOOD BANK BRAND IDENTITY GUIDELINES
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BRAND ID
REQUIRED WHITESPACE
X-HEIGHT
The height of the capital letters
in the logo type defines the
x-height. The x-height is a
relative unit of measurement
that varies with size of the logo.
MINIMUM OPEN SPACE OR
WHITE SPACE REQUIRED
There is a minimum of
one and a half times
the x-height of white
space required all the
way around the logo.
The minimum open space
applies to all variations
of the logo including
the Feeding America
lock-up, and the logo
bug only versions.
Note: The pink lines are
to show the spacing.
The pink lines should
NOT be included when
reproducing the logo.
1.5 X
1.5 X
1.5 X
1.5 X
CENTRAL CALIFORNIA FOOD BANK BRAND IDENTITY GUIDELINES
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BRAND ID
LOGO FORMAT VARIATIONS
FORMAT VARIATION: FILENAME :
CCFBlogo_K
SOLID BLACK
The solid black version can be used when it is not
possible to reproduce in color or with screens.
CCFBlogo_twoColor_spot
TWO-COLOR SPOT (PANTONE)
When limited to two spot colors, the logo will be made of the
two Pantone colors in the Feeding America color palette.
CCFBlogo_rev
REVERSED TO WHITE
If the logo has to be reversed, be sure the color is
dark enough to show a white logo. The logo should
only be reversed out of primarily solid areas.
GRAYSCALE
The grayscale version can be used when it is not
possible to reproduce in color, such as one-color
printing or black & white photocopying.
CCFBlogo_gry
CENTRAL CALIFORNIA FOOD BANK BRAND IDENTITY GUIDELINES
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BRAND ID
TYPOGRAPHY
The type used in the Central California Food Bank logo is Brandon Text Black.
However, it is has been altered and kerned specifically for use as the wordmark, and
thus is not recommended to use this font as an accompanying type style.
PAIRING FONTS
Please use the Gotham font. The font has a friendly, open feel to it that is legible at small
sizes. When a serif face is desired, a simple clean font such as Georgia is preferred.
GOTHAM—BOOK
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
GEORGIA—REGULAR
ABCDEFGHIJKLMNOPQRSTUV
abcdefghijklmnopqrstuvwxyz
1234567890
When Gotham is not available, the secondary font Arial may be used. All varities of
weights and styles that are provided with these fonts are acceptable for use.
ARIAL—REGULAR
ABCDEFGHIJKLMNOPQRSTUV
abcdefghijklmnopqrstuvwxyz
1234567890
CENTRAL CALIFORNIA FOOD BANK BRAND IDENTITY GUIDELINES
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BRAND ID
INCORRECT USAGE
PLEASE USE THE LOGO ONLY IN THE FORMATS AND VARIATIONS PROVIDED.
DO NOT REPOSITION THE
ELEMENTS OF THE LOGO.
DO NOT SKEW OR
DISTIORT THE LOGO.
DO NOT CHANGE THE
RELATIONSHIP OF THE ORANGE
WHEEL TO THE TEXT.
DO NOT PLACE THE LOGO
ON A BUSY OR DISTRACTING
BACKGROUND.
DO NOT CHANGE ANY COLORS
OF ELEMENTS WITHIN THE LOGO.
DO NOT PLACE ANY TYPE
WITHIN THE MINIMUM
WHITESPACE OF THE LOGO.
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit,
sed diam nonummy nibh
euismod tincidunt ut
laoreet dolore magna
aliquam erat volutpat. Ut
wisi enim ad minim veniam,
quis nostrud
exerci tation
ullamcorp-
er suscipit
lobortis
nisl ut aliquip ex ea commo-
do consequat. Duis autem
vel eum iriure dolor in
CENTRAL CALIFORNIA FOOD BANK BRAND IDENTITY GUIDELINES
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BRAND ID
STATIONERY PACKAGE
A Stationery package has been developed and includes the following items:
HORIZIONTAL BUSINESS CARD
VERTICAL BUSINESS CARD
#10R ENVELOPE
A6 ENVELOPE
LETTERHEAD
NOTECARD (ASPARAGUS)
NOTECARD (ORANGE)
FILES PROVIDED
The artwork for the stationery has been created in Adobe InDesign and a package folder (_IDpkg) is included for each piece.
These folders contain the InDesign document along with a folder of required fonts and a folder of linked images.
The names, titles, phone numbers, addresses, and url are all for-position-only and will need to be revised and verified before producing these pieces.
FILE & TYPE SPECS
Each file contains a non-printing layer showing the specifications for type and relevant measurements. A screen-
shot of each (showing the call-outs and layers) are included on the following pages:
HORIZIONTAL BUSINESS CARD
CENTRAL CALIFORNIA FOOD BANK BRAND IDENTITY GUIDELINES
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BRAND ID
STATIONERY PACKAGE (CONTINUED)
VERTICAL BUSINESS CARD
CENTRAL CALIFORNIA FOOD BANK BRAND IDENTITY GUIDELINES
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BRAND ID
STATIONERY PACKAGE (CONTINUED)
#10R ENVELOPE
A6 ENVELOPE
CENTRAL CALIFORNIA FOOD BANK BRAND IDENTITY GUIDELINES
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BRAND ID
STATIONERY PACKAGE (CONTINUED)
LETTERHEAD
NOTE:
The letterhead artwork contains a non-
printing layer to show a sample letter
which is set in (the recommended
font) 10pt/15pt Georgia Regular.
CENTRAL CALIFORNIA FOOD BANK BRAND IDENTITY GUIDELINES
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BRAND ID
STATIONERY PACKAGE (CONTINUED)
NOTECARD (ASPARAGUS)
CENTRAL CALIFORNIA FOOD BANK BRAND IDENTITY GUIDELINES
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BRAND ID
STATIONERY PACKAGE (CONTINUED)
NOTECARD (ORANGE)
