FOODITUDE BRAND GUIDELINES

Basically a nine course tasting menu of our brand

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Fooditude brand guidelines Contents Branding defined 4 Photography 26 Visual communication 5 fooditude A thousand words 27 fu/di/tude noun Social media 28 1. An individual/collective with a passion for creating healthy food that provides others with joy. Core proposition 6 Hero images 29 2. A positive, inspiring, different way of thinking or What we stand for 7 feeling about food. Logo 8 Brand assets 30 Illustrating our point 31 The face of our brand 9 Dot variations 32-33 Individual illustrations 34 Application 10 Group illustration 35 Alternative versions 11 Consistency 12 What not to do 13 Tone of voice 36 Icon in isolation 14 How we talk/write 37 Cheerful 38 Typography 16 Self-assured 39 Saying it our way 17 Authentic 40 Mohr alt 18 Words & phrases 41 Mohr 19 Headlines 20 Application 42 Content 21 Bringing it all together 43-48 Colour 22 Making an impact 23 Primary palette 24 Secondary palette 25 3

Branding not brandy 4

Fooditude brand guidelines – Branding defined Branding defined: “Brand” Visual communication Brand Identity We’ve written this guide so logo that you have everything you need to work with the Fooditude brand. But what do we mean by “brand”? It’s what our customer feels when they hear our name. It’s everything the public thinks it knows about our offering, both factual and emotional, tangible and intangible. Consistency is the key to all great brands. By using this guide we will always speak with one voice. 5

Core that’s tasty! 6

Fooditude brand guidelines – Core proposition Core proposition: What we stand for Strapline Feed yourself happy Vision Values USPs Manifesto To make people happy no ma er 1. Fresh food, cooked from scratch what the working day brings. 1. We love food that makes us feel They say you are what you eat and good in contract catering) they’re not wrong. Food and mood go together like bread and bu er. A fresh, Mission 2. We ingrain quality in everything 2. Delivered-in model combined tasty meal always puts a smile on your We bring company culture to life we do with site management (saves clients face and that’s exactly how we feed through healthy, delicious workplace money on kitchen space, labour - company culture; by making sure sta food and inspiring services. 3. We hunt for new ideas plus reduces risk as onus is on us to are happy, healthy and ready to thrive. make it work) Sta that are full of fuel always perform 4. We build partnerships based on at their very best. trust 3. Can flex our service to match our clients’ workplace goals 5. We respect people and planet 7

It’s a piece of cake 8

Fooditude brand guidelines – Logo Logo: The face of our brand Our master logo is the PANTONE 312 PANTONE COOL GREY 6 piece of our brand identity that sums up everything we stand for. It’s our flag, our face, our symbol. It must be consistently reproduced so we’re always instantly recognisable. 9

Logo: FIG 2. Our masterbrand (FIG 1.) should Application appear on all communications. 35 mm It’s vital that it’s always applied FIG 1. consistently. FIG 3. 10 Minimum size 15 mm When appearing at sizes above 35mm wide (FIG 1.) the brand must appear in full with ‘feed yourself happy’ below the wordmark. This full version of the logo should only be used until 35mm wide (FIG 2.). The full lock-up should never appear at a size smaller than 35mm wide. In this scenario the wordmark should be used in isolation (FIG 3.). The wordmark and strapline can also be broken up (as used on the cover of this document) but the proportions between the two elements must always remain.

Fooditude brand guidelines – Logo Logo: Alternative versions Full colour positive – CMYK or PMS: To be used against white and light colours that Mono negative 1B - To be used when reversed out a dark, complex image or The preference is that the do not clash with PMS 312 and PMS Cool Gray 6. when reversed out of a dark colour that clashes with Pantone 312 and PMS masterbrand should always appear Cool Gray 6 (logo is the same as 1A). in full colour, no smaller than 35mm Mono negative 1A – To be used when reversed out of a dark or mid-tone wide. The reality is that this will not colour. Mono positive – To be used when limited to one colour ie etching / one colour silk- always be possible or, on occasion, screening. appropriate. For this reason there are alternative versions available. For example, a mono version has been produced where multiple colours are not an option ie when etching or screen-printing. Particular care should be taken when the masterbrand is being reversed out of an image or mid- tone colour. The general guidance would be that legibility is paramount so always err on the side of safety. 11

Logo: Where possible the logo should Consistency be displayed in as much space as possible on a light coloured Exclusion zone background. 12 The example shown shows the exclusion zone. The space is taken from the full height of the letter ‘f’ and squared. The location of the logo within any space is flexible, it does not have a fixed location such as centred or bottom right.

Logo: Never add a drop shadow to the logo. Fooditude brand guidelines – Logo What not to do Never re-set any element of the logo. Never scale the logo disproportionately. Never rotate the logo. Never re-colour any element of the logo. Never place the positive version of the logo on a dark background. Never reproduce the logo from a low resolution file. Never add any other visual effect to the logo. Never place the logo against a highly contrasting image. 13

Logo: There are times when our logo Shorthand needs to adapt to its surroundings online. For this reason we are happy 14 for the ‘f’ to be used in isolation. 99% of the time this solution will be for the purpose of social media icons, desktop/app icons and web favicons but designers’ discretion is also permitted across print for very small elements, for example sitting the letter beside a page number within a brochure. Fooditude

Fooditude brand guidelines – Logo www.fooditude.co.uk 15

Just our type of thing 16

Fooditude brand guidelines – Typography Typography: Saying it our way Consistent messaging is characterised by typography that lets us say things our way. Say hello to Mohr 17

Typography: Mohr Alt Black plays an important Mohr Alt role in our brand identity. It’s a font with distinctive characteristics that Headlines: Mohr Alt Black we use to elevate our messaging. ABCDEFGHIJKLM We have a clear tone of voice across NOPQRSTUVWXYZ our comms. abcdefghijklm nopqrstuvwxyz When used to make statements, 1234567890@#£% headings and sub-headings AHKMNTUVW typography should be used in ad f hkmnp sentence case. 18 Please avoid all caps type.

Fooditude brand guidelines – Typography Typography: Mohr Content: Mohr Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@#£% Content: Mohr Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@#£% 19

Typography: Headlines Mohr Alt Black: Type size: 28pt, Leading 32, Tracking -10 Mohr Alt Black: Type size: 28pt, Leading 32, Tracking -10 We use Mohr Alt Black for all headlines and short statements Meat free Meat Free above 20pt. Monday menu Monday Menu Leading is the space between lines Meat free Meat Free of type. Headlines should use Monday menu Monday Menu plus four of the size of the font in use. This may need to increase or decrease slightly to achieve visual balance when type is set at smaller or larger scale. Tracking or kerning is the space between individual letters within words. Headlines should always be set at -10 with manual kerning applied to any obvious flaws. The Additional letter styles within Mohr Alt must be used in a way that does not disturb the visual balance. The example to the left is the ideal, with flare letters towards the start or end of individual words. The example to the right is what not to do, with words appearing broken up and unbalanced as a result. 20

Fooditude brand guidelines – Typography Typography: Content Mohr Regular: Type size: 15pt, Leading 18, Tracking -10 Mohr Regular: Type size: 8pt, Leading 11, Tracking -10 We use Mohr (not Mohr Alt) for all bodycopy and sub-headlines. We Title title title (in bold) Title title title (in bold) use Mohr Regular for all bodycopy Lorum excest que dolor simolesti Lorum excest que dolor simolesti inum qui dolorpore, and Mohr Bold for sub-headlines. inum qui dolorpore, nonet landi nonet landitatus enis as et eum quat fugia dolo in etur? tatus enis as et eum quat fugia Peribus cillupt aeperi in plam illuptur, coratem fugia vendern Bodycopy should always be set in dolo in etur? Peribus cillupt atibearum labor audi ut a dolecea dolupta spientium con Pantone Cool Grey 11. Sub-headings aeperi in plam illuptur, coratem nonse as etur ma si volut inctem ea quam illabo. Ipsapis can be in any colour from the brand fugia vendern atibearum labor estistintios esti qui nianditi rerchil et quas ut eum aruptaeratur palette. audi ut a dolecea dolupta sedictust, consequ. spientium con nonse as etur Please avoid all caps type. ma si volut inctem ea quam Uressitatur? Et voluptaspid qui nossim vent escideb istiis illabo. Ipsapis estistintios esti qui prae que et laboreptat fugitatibus aliquam inctaqui reriostrum Leading is the space between lines nianditi rerchil et quas ut eum eatem ab il eum verum ut re plabo. Ruptibusdae que peribus of type. Headlines should use plus aruptaeratur sedictust, consequ. net magnimilis in renteni endipsa ntectatemque delessunt three of the size of the font in use. modit in expliquam ut aut pa ventur, ullab idit, aceribus, omniet es as sum quae. Nequo quatis nis moluptibusda Tracking or kerning is the space dolorit incim dit landelestio blam qui tempore, quundem between individual letters within porios et aniendit iditis sequid eat. words. Content should always be set at -10. Ficia ium re, quae. Namus milla culliqui aut verovid maiores mod quam earunt ulpa diorio. Adionse nditate caborporunt Use of other weights is acceptable dolupis dessendae. Et istem es velias di des alit, natempos if the specified weights do not exerum, sitio. Ga. Itatum as alit, senimi, conem veribusdaest feel appropriate for a particular enis amusdae rnatio volorenim faccupta etur siniscipsum la task. Please avoid any condensed natur? versions. 21

Bright as a chocolate button 22

Fooditude brand guidelines – Colour Colour: Making an impact Colour is a powerful visual tool. Great brands can be defined by their colour alone. Think red think Coca-Cola, think orange think EasyJet. Our bright, energetic palette adds to our personality. 23

Colour: PAIRED WITH Primary palette PANTONE 7706 C:100 M:16 Y:10 K:44 PRIMARY R:0 G:106 B:142 PANTONE 313 #006990 C:100 M:00 Y:20 K:00 R:0 G:146 B:188 PANTONE Cool Gray 11 #009cbb C:40 M:30 Y:20 K:66 R:99 G:102 B:106 PANTONE Cool Gray 6 #63656a C:16 M:11 Y:11 K:27 R:167 G:168 B:170 #a6a7a9 24

Colour: PAIRED WITH Fooditude brand guidelines – Colour Secondary palette PANTONE 210 C:01 M:50 Y:00 K:00 Each primary colour has been paired PRIMARY R:249 G:159 B:201 with another similar shade. PANTONE 1925 #f99fc9 These pairing are to be used across C:00 M:97 Y:50 K:00 the dotted brand assets and any R:224 G:0 B:77 PAIRED WITH typographic statements. #e80a4d PANTONE 109 Colours can be mixed across C:00 M:09 Y:100 K:00 comms (when appropriate) with PRIMARY R:255 G:209 B:00 the exception of our dotted brand PANTONE 151 #f8d000 assets. These should only ever C:00 M:60 Y:100 K:00 appear as a single colour, the R:255 G:130 B:00 PAIRED WITH specific pairings shown or a single #fd8204 PANTONE 340 colour plus a subtle tint of the C:99 M:00 Y:84 K:00 same colour (such as used on the PRIMARY R:00 G:150 B:94 intro pages for each section of this PANTONE 375 #00945e document). C:46 M:00 Y:90 K:00 R:151 G:215 B:00 25 #93d50a

Picture perfect every time 26

Fooditude brand guidelines – Photography Photography: A thousand words An image speaks a thousand words, so choosing or shooting the right shot is incredibly important. By following this guide you’ll be able to get it right every time. 27

Photography: Social media The way we present our food on social media, particularly Instagram is important but it needn’t be overly time consuming. By following a simple checklist we can ensure that our social presence is consistent and always on brand. 1. Always photograph food from directly above the 1. Never photograph food from awkward angles. plate/item. 2. Always place the plate/item on a light, 2. Never photograph more than one or two plates of plain background. 3. Always ensure the area is well food 3. Never shoot the food in mid to dark spaces. lit, preferably by natural light. 4. Always consider the 4. Never zoom in on the food. presentation of the food, this should be balanced and appetizing. 5. Always show the full plate, do not crop it out. 6. Add props as seems fit such as cutlery, salt and pepper or a sauce jar that may have been used. 28

Photography: Fooditude brand guidelines – Photography Hero images The lead images for our brand will always be photographed by a professional photographer using a food stylist and tight creative direction. They should never be re- created for social media purposes using lesser quality assets. These images make heroes of the food that comes out of our kitchen and are an important, unique asset for us to communicate what we’re all about. They come in two styles, close up and further away. Close up images focus in on mouth watering details within individual items of food while shots taken from further back are based on repetition of items to communicate the volume of food we produce. Images should always be photographed on coloured backgrounds that match our brand palette. 29

Variety is the spice of life 30

Fooditude brand guidelines – Brand assets Brand assets: Illustrating our point Our brand assets are based on one thing; dots. And lots of them. The results are always varied, giving us an ever changing form of visual communication. 31

Brand assets: Dots can appear in a variety of Dot variations forms, from large scale collections of just a few circles to expansive 32 collections of hundreds. Sometimes we even use one big circle to crop a page, particuarly when it looks like a smile.

Brand assets: Fooditude brand guidelines – Brand assets Dot variations The dots can appear in three colourways: 1. A single primary colour against white. 2. A primary colour on it’s secondary colour pairing. 3. A tint of a single primary colour against 100% of the same primary colour. Further colour information is shown on pages 24 and 25 of this document. Primary and secondary colours other than the specified pairings should never be mixed when using the dot asset i.e a green dot will never appear on a red background. 33

Brand assets: Our dots theme continues across Individual iilustrations individual food illustrations that are used to add additional character to 34 our comms, particularly when paired with written statements. Colours used within each illustration should only include our brand colours. The illustrations can be placed on any shade from our brand palette. This suite of illustrations will continue to grow as the brand evolves.

Brand assets: Fooditude brand guidelines – Brand assets Group iilustration A larger group illustration has been produced to be used in various crops. It gives us a distinctive visual element to utilise across comms that can become a visual shorthand for the brand. This illustration should only ever be used in crops and never the full illustration in isolation. 35

Happy to help 36

Fooditude brand guidelines – Tone of voice Tone of voice: How we talk/write The personality of our brand is Our tone of voice comes from our not just important to the way we personality which is defined below. communicate visually, it must also be carefully considered in Happy what we say and how we say it. We’re always smiling. We’re This is called our tone of voice. cheerful, fun, a pleasure to be around and always want to make other people feel the same way. Positive We always have a positive, passionate attitude. Positivity helps us perform at our best to build strong working relationships. Honest We’re always trustworthy, loyal, fair and sincere. Feeding people comes with a large slice of responsibility and trust is a key ingredient for our end user. 37

Tone of voice: Cheerful 1 CheerfulOur tone of voice is 38 A positive, happy outlook is contagious. By keeping our tone of voice light and upbeat we communicate who we are; a joyful, fun business that’s confident in our abilities and wants to feed its customers great, fresh, healthy food.

Fooditude brand guidelines – Tone of voice Tone of voice: Self-assured 2 Self-assuredOur tone of voice is We make great food and have a proven track record so our confidence is well placed. By writing in a self- assured tone we can communicate that we really know our stuff. It’s a quiet confidence that should never sound feel arrogance. 39

Tone of voice: Authentic 3 AuthenticOur tone of voice is There’s nothing fake about us, what you see is what you get. There’s no need for us to put on a false, corporate face or feel the need to change to suit different audiences, we speak from the heart, keep it real and always inspire. 40

Fooditude brand guidelines – Tone of voice Tone of voice: Words & phrases Demonstrating our tone of voice Words like: with associated words and fun, upbeat, flexible, friendly, phrases will help ensure we’re seamless, enthusiastic, always communicating the right confident, joyful, mindful, information. healthy, approachable, real and customer focused. 41

Cooked to perfection 42

Fooditude brand guidelines – Application Application: Bringing it all together The following pages illustrate how the brand comes together across various items. The brand will evolve over time, but the principles established in this document must remain constant. 43

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Fooditude brand guidelines – Brand essence

If you have any enquiries regarding the content of these brand guidelines please contact us. Angel Units 4 & 5 Behind 9 White Lion St London N1 9PD T 020 7713 9261 E [email protected] Bermondsey 145 Ormside St London SE15 1TF T 020 7732 1858 E [email protected] Finance Top Floor Office 19 Farncombe Rd Worthing, West Sussex BN11 2AY T 01903 212 005 E [email protected] www.fooditude.co.uk