Identity Standards Manual Version 1.0
TABLE OF CONTENTS 1.0 Introduction 1.1 Icon details... 1 2.0 Logo Usage 2.1 Logo Do s and Don ts... 2 2.2 Logo Buffer Zone... 2 2.3 Logo Applications...3 2.4 Logo Minimum Size...3 2.5 Logo Versions...4 3.0 Corporate Colour Pallette 3.1 Corporate Colour Breakdowns...5 4.0 Corporate Typeface 4.1 Gotham HTF...6 5.0 Creative Applications 5.1 Posters... 7 5.2 Recipe Cards...8 5.3 Brochure...9 5.4 Shelf Talker... 10
SECTION 1.1 ICON DETAILS The Half Your Plate program includes an icon and messages to help consumers make healthy food choices by providing a clear, simple and consistent message. Half Your Plate is based on Eating Well with Canada s Food Guide and aligns with the USDA MyPlate. The Half Your Plate icon was intentionally designed to be simple and easy to understand. The importance of consistent messaging for consumers has been highlighted to CPMA by many health partners and consumer interviews. The icon may be used free of charge on packaging, point of sale materials, advertising or other media. Use of the icon does not indicate CPMA endorsement of a product. To ensure a consistent message to consumers the icon must be used as presented in this style guide and may not be altered without the prior consent of CPMA. The style guide provides possible application of the logo and messaging. 1
SECTION 2.1 LOGO DO s and DON Ts DO Use the 4 colour logo when possible Use the logo with URL when size permits (check minimum size requirements) unless halfyourplate.ca is prominently displayed close by. Maintain the required clearspace around the logo (check logo buffer zone). Always use the official electronic version of the logo, DON T Never distort, redraw or redesign the logo. Never use the logo within text or titles. Never place the logo over busy backgrounds that compromise legibility. Never substitute a different font. Do not add graphical elements to the logo. Do not tilt or rotate the logo. Do not use a drop shadow. SECTION 2.2 LOGO BUFFER ZONE The buffer zone refers to the area directly surrounding the logo. No other text or graphic elements should appear in the area immediately surrounding the logo. This buffer zone preserves the desired visual impact of the logo and is equivalent to the height of the E in the wordmark. 2
SECTION 2.3 LOGO APPLICATIONS SECTION 2.4 MINIMUM SIZE Colour Preferred version The four-colour version of the logo should, at all times, be considered first for use in collateral. In all cases the background should be either white or very light, and neutral in colour. To ensure legibility, follow these minimum size guidelines for both print and Online applications. When space allows, size all versions of the logo to 1.5 38mm 144px wide or larger. GREYSCALE Alternate version The one-colour greyscale version offers a crisp alternative when the need arises to print in black ink only, or to reduce printing costs. PRINT 1 or 26mm WEB 100 px PRINT 1 or 26mm WEB 100 px WHITE Alternate version If you are working with a dark background, a white logo may be used but only when the background is dark enough to supply an effective contrast. PRINT 1.5 or 38mm WEB 144 px PRINT 1.5 or 38mm WEB 144 px 3
SECTION 2.5 LOGO VERSIONS cpma_halfyourplate_logo_4clr_eng cpma_halfyourplate_logo_4clr_eng_url cpma_halfyourplate_logo_4clr_fre cpma_halfyourplate_logo_4clr_fre_url cpma_halfyourplate_logo_grey_eng cpma_halfyourplate_logo_4clr_grey_url cpma_halfyourplate_logo_grey_fre cpma_halfyourplate_logo_4clr_grey_url cpma_halfyourplate_logo_white_eng cpma_halfyourplate_logo_4clr_white_url cpma_halfyourplate_logo_white_fre cpma_halfyourplate_logo_4clr_white_url 4
SECTION 3.1 CORPORATE COLOUR BREAKDOWNS The charts below provide the colour codes for the Half Your Plate logo. Areas of the plate icon in the logo have been screened back to 30% of the selected colour palette. 85% 70% 55% 40% 25% 10% 30% 30% 30% 30% GREEN PANTONE 362 CMYK C:75 M:6 Y:100 K:0 RGB R:64 G: 171 B:53 HEX #40AB35 BLUE PANTONE 2915 CMYK C:67 M:4 Y:0 K:0 RGB R:11 G: 187 B:239 HEX #0BBBEF AMBER PANTONE 130 CMYK C:2 M:31 Y:100 K:0 RGB R:250 G: 182 B:0 HEX #FAB600 BURNT ORANGE PANTONE 180 CMYK C:11 M:89 Y:100 K:2 RGB R:214 G: 63 B:23 HEX #D63F17 85% 70% 55% 40% 25% 10% 85% 70% 55% 40% 25% 10% 85% 70% 55% 40% 25% 10% 5
SECTION 4.1 GOTHAM HTF Gotham HTF is the only approved typeface for Half Your Plate. Assertive but never imposing, Gotham HTF reads friendly but demands to be taken seriously. BODY COPY Body copy should be set in Gotham HTF Light in 9-12 pt. In instances where more weight is needed Gotham HTF Book may be used as an alternative. Gotham HTF Thin Gotham HTF Thin Italic Gotham HTF XLight Gotham HTF XLight Italic Gotham HTF Medium Gotham HTF Medium Italic Gotham HTF Bold Gotham HTF Bold Italic SUB HEADS Sub Heads should be set in Gotham HTF Medium or Bold. Point size should be the same or slightly larger than the body copy. Headlines Headlines should be set in Gotham HTF Bold or Black and should be sized larger than subheads. For a different look, it is permissible to use either Gotham HTF Book, Light or Thin for headlines as long as the point size is at least double that of the body copy. Mouse TyPE When setting Legal or disclaimer type it is permissible to use Gotham HTF Light in 6.5 pt. Note: condensed or narrow versions of Gotham HTF may NOT be used as legibility is often compromised. Gotham HTF Light Gotham HTF Light Italic Gotham HTF Book Gotham HTF Book Italic Gotham HTF Black Gotham HTF Black Italic Gotham HTF Ultra Gotham HTF Ultra Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXY 1234567890!?@#&();. 6
SECTION 5.1 APPLICATIONS POSTERS FILL HALF YOUR PLATE WITH FRUITS AND VEGGIES FILL HALF YOUR PLATE WITH FRUITS AND VEGGIES FILL HALF YOUR PLATE WITH FRUITS AND VEGGIES FOLLOW US ON @halfyourplate FOLLOW US ON @halfyourplate FOLLOW US ON @halfyourplate cpma_half_your_plate_poster.alternatives.indd 2 2014-10-07 2:38 PM cpma_half_your_plate_poster.alternatives.indd 4 2014-10-07 2:38 PM 7
SECTION 5.2 APPLICATIONS RECIPE CARDS 8
SECTION 5.3 APPLICATIONS Brochure Is half your plate filled with fruits And veggies? make A healthy choice! An easy rule is to fill Half Your Plate with fruits and veggies at every meal. follow us on Make a healthy choice! Canada s Food Guide recommends Why should I eat fruits and veggies? Some crunch, some are juicy, some you can peel, some you can grow in your own backyard! Fruits and veggies are generally low in calories and fat and rich in fibre so they can help you get to and stay at a healthy weight. Fruits and veggies are nature s treat and easy to grab for a snack. Eating plenty of fruits and veggies may help reduce the risk of some types of cancers. Fruits and veggies are delicious! Be sure to fill half your plate! At home, at work, at school or on the go eating different fruits and veggies will add colour, variety, taste and nutrients to your diet. the following daily servings: ChiLdrEn Male Female Age 2-3 4 servings 4 servings Age 4-8 5 servings 5 servings Age 9-13 6 servings 6 servings TEEns Male Female 14-18 8 servings 7 servings AduLTs Men Woman Age 19-50 8-10 servings 7-8 servings Age 51+ 7 servings 7 servings Eating the recommended number of servings of fruits and veggies every day is easier than you think! Adults should try to eat 1 to 2 servings (or half of the plate) of fruits and veggies at every meal, plus snacks. You can also double up on servings of your favorites. For kids, include at least 1 serving of fruits and veggies in every meal and snack. Take a look at the serving examples on the next panel. what Is one serving? 125 ml ( 1/2 cup) fresh, frozen or canned fruits or vegetables 250 ml (1 cup) raw leafy veggies or salad 1 one s e r v 1 banana 6 strawberries 1 one s e r v I n g I n g 1/2 cup ( 125 ml) broccoli florets 10 baby carrots of fruit 1 plum, 20 grapes 1 Roma tomato 1/2 cup (125 ml) tomato juice 1 apple 1 peach of vegetables 1/2 of a baked sweet potato 1 ear of corn HALF Your PLATE tips At home Prep chopped fruits and veggies for the week; they make great snacks or can be added to soups and casseroles and used for a couple of meals during the week. Got the munchies? Snack on washed veggies like crisp beans, baby carrots, or crunchy celery. Make a large salad and add dressing to only what you need. Keep the rest refrigerated for another meal. At school or work Add crisp, crunchy veggies to sandwiches instead of high fat spreads. More nutrition, less fat, great taste! Look for plastic fruit guards to protect sensitive fruit from bruising. Children like dips, so serve them raw veggies like carrots, broccoli, cherry tomatoes and sliced peppers with a yogurt-based dip, hummus (chickpea spread) or a creamy lower fat salad dressing. Try these tips to fill half your plate with fruits and veggies. on the go When eating out at a restaurant, ask whether your entrée comes with a vegetable side dish. If not, make it a habit to order extra veggies on the side. When you order pizza, ask for double the veggies and half the cheese. Supplement your take-out dinner with fruits and veggies from home. At the store Buy fresh produce, like peaches or bananas, in varying degrees of ripeness to allow for some ripening towards the end of the week. If fruits and veggies are on special, buy more. Some freeze well or use them in a dish like soup or casseroles that can be frozen. Don t shop when you re hungry and be sure to carry a list. You ll be more likely to stick to your budget and nutritious food choices. to eat well start by following these easy tips from Canada s Food Guide: Go for nutrient-packed vegetables such as broccoli, romaine lettuce, and spinach. Go for for nutrientpacked vegetables such as carrots, sweet potatoes, and winter squash. Choose vegetables and fruit prepared with little or no added fat, sugar or salt. follow us on Enjoy vegetables steamed, baked or stir-fried instead of deep fried. Have vegetables and fruit more often than juice. @halfyourplate @halfyourplate 9
SECTION 5.4 APPLICATIONS SHELF TALKER 10