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Identity Standards ManualVersion 1.0
Half Your Plate 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
Half Your Plate Identity Standards Manual | Version 1.0
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
Half Your Plate Identity Standards Manual | Version 1.0
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 ZONEThe “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
Half Your Plate Identity Standards Manual | Version 1.0
SECTION 2.4
MINIMUM SIZE
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.
SECTION 2.3
LOGO APPLICATIONS
PRINT 1” or 26mm
WEB100 px
PRINT 1” or 26mm
WEB100 px
PRINT 1.5” or 38mm
WEB144 px
PRINT 1.5” or 38mm
WEB144 px
COlOuRPreferred 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.
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.
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.
3
Half Your Plate Identity Standards Manual | Version 1.0
SECTION 2.5
LOGO VERSIONS
cpma_halfyourplate_logo_4clr_eng
cpma_halfyourplate_logo_grey_eng
cpma_halfyourplate_logo_white_eng
cpma_halfyourplate_logo_4clr_eng_url
cpma_halfyourplate_logo_4clr_grey_url
cpma_halfyourplate_logo_4clr_white_url
cpma_halfyourplate_logo_4clr_fre
cpma_halfyourplate_logo_grey_fre
cpma_halfyourplate_logo_white_fre
cpma_halfyourplate_logo_4clr_fre_url
cpma_halfyourplate_logo_4clr_grey_url
cpma_halfyourplate_logo_4clr_white_url
4
Half Your Plate Identity Standards Manual | Version 1.0
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.
GREENPANTONE 362CMYK C:75 M:6 Y:100 K:0RGB R:64 G: 171 B:53HEX #40AB35
BluEPANTONE 2915CMYK C:67 M:4 Y:0 K:0RGB R:11 G: 187 B:239HEX #0BBBEF
AMBERPANTONE 130CMYK C:2 M:31 Y:100 K:0RGB R:250 G: 182 B:0HEX #FAB600
BuRNT ORANGEPANTONE 180CMYK C:11 M:89 Y:100 K:2RGB R:214 G: 63 B:23HEX #D63F17
30%
30%
30%
30%
85% 70% 55% 40% 25% 10%
85% 70% 55% 40% 25% 10%
85% 70% 55% 40% 25% 10%
85% 70% 55% 40% 25% 10%
5
Half Your Plate Identity Standards Manual | Version 1.0
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.
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 Thin
Gotham HTF Thin Italic
Gotham HTF XLight
Gotham HTF XLight Italic
Gotham HTF Light
Gotham HTF Light Italic
Gotham HTF Book
Gotham HTF Book Italic
Gotham HTF Medium
Gotham HTF Medium Italic
Gotham HTF Bold
Gotham HTF Bold Italic
Gotham HTF Black
Gotham HTF Black Italic
Gotham HTF Ultra
Gotham HTF Ultra Italic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXY
1234567890!?@#&();”.
6
Half Your Plate Identity Standards Manual | Version 1.0
SECTION 5.1
APPLICATIONS | POSTERS
FILL HALF YOURPLATE WITH
FRUITS AND VEGGIES
FILL HALF YOURPLATE WITH
FRUITS AND VEGGIES
FOLLOW US ON
@halfyourplate
cpma_half_your_plate_poster.final.indd 3 2014-09-24 3:04 PM
FILL HALF YOURPLATE WITH
FRUITS AND VEGGIES
FILL HALF YOURPLATE WITH
FRUITS AND VEGGIES
FOLLOW US ON
@halfyourplate
cpma_half_your_plate_poster.alternatives.indd 2 2014-10-07 2:38 PM
FILL HALF YOURPLATE WITH
FRUITS AND VEGGIES
FILL HALF YOURPLATE WITH
FRUITS AND VEGGIES
FOLLOW US ON
@halfyourplate
cpma_half_your_plate_poster.alternatives.indd 4 2014-10-07 2:38 PM
7
Half Your Plate Identity Standards Manual | Version 1.0
SECTION 5.2
APPLICATIONS | RECIPE CARDS
8
Half Your Plate Identity Standards Manual | Version 1.0
SECTION 5.3
APPLICATIONS | BROCHURE
Make a healthy choice! 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.
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.
Is hAlf your plAte fIlled wIth fruIts And veggIes?
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 nutrient-
packed vegetables
such as carrots,
sweet potatoes,
and winter squash.
• Choose vegetables
and fruit prepared with
little or no added fat,
sugar or salt.
• Enjoy vegetables
steamed, baked or
stir-fried instead of
deep fried.
• Have vegetables
and fruit more
often than juice.
Canada’s Food Guide recommends the following daily 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
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.
HALF Your PLATE tIps Try these tips to fill half your plate with fruits and veggies.
follow us on @halfyourplate
1/2 cup ( 125 mL) broccoli florets
10 baby carrots
1 Roma tomato
1/2 cup (125 mL) tomato juice
1/2 of a baked sweet potato
1 ear of corn
1 banana
6 strawberries
1 plum,
20 grapes
1 apple
1 peach
oF vegetAbles
oF fruIt1one
s e r v I ng
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
follow us on
@halfyourplate
mAke A heAlthy choIce!
An easy rule is to fill Half Your Plate with fruits and veggies at every meal.
1one
s e r v I ng
9
Half Your Plate Identity Standards Manual | Version 1.0
SECTION 5.4
APPLICATIONS | SHELF TALKER
10