Youth Farm Brand Style Guide

WHERE
LEADERSHIP
GROWS
CREATIVE
CENTER
APRIL 2013

YOUTH FARM | CREATIVE CENTER | APRIL 2013 PAGE 3
Table of
Contents
Strategic Foundation 4
Typography 6
Color 8
Voice and Tone 10
Manifesto 12
Storytelling 14
Identity 18
Iconography 26
Photography 30
Applications 36

YOUTH FARM | CREATIVE YOUTH FARM | CREATIVE CENTER | APRIL 2013 PAGE 4 CENTER | APRIL 2013 PAGE 5
Strategic
Foundation
These guidelines are
about providing a visual/
verbal representation of
Youth Farm that helps
participating youth,
families, employees
and others tell the
organization’s story simply
and become advocates for
the brand. This creative
center illustrates how
Youth Farm can capitalize
on the distinct opportunity
to distinguish itself from
others in the industry
through the cohesive
and consistent use of
branding—using a common
visual language and voice
to build credibility and
brand equity.
The following is our guide to the next generation
of Youth Farm look, tone and feel—the generation
of growing leaders.
From the principles that guide us, to the ways it
can and should be expressed, both visually and
verbally, this document should serve as our road
map for creative execution and translation for all
audiences. By presenting a future state of brand
and marketing communications, we can better
define exactly how the brand should be expressed.
This document is flexible—designed to eventually
adapt to all of Youth Farm’s marketing and
communications vehicles. It tells the story of
Youth Farm, through words and pictures, in a
distinctive and authentic manner.

YOUTH FARM | CREATIVE CENTER | APRIL 2013 PAGE 6 YOUTH FARM | CREATIVE CENTER | APRIL 2013 PAGE 7
Avenir was selected as the
primary typeface because
it is a legible font that
offers a variety of weights
and is web-friendly. The
medium weight should
be used for headlines
and the book weight for
body copy. Other weights
should be used sparingly
and to create distinction in
special circumstances.
Typography
Aa
abcdefghijklmnop
qrstuvwxyzABCDE
FGHIJKLMNOPQ
RSTUVWXYZ0123
4567<?@#$%&*

PANTONE
WARM GRAY 5
C=11 R=174
M=13 G=167
Y=14 B=159
K=26
HX=AEA79F
The Youth Farm color
palette represents the
spirit and vibrancy of
youth, food and
community—
blending a few, subtle
neutrals with a variety of
rich and brilliant colors
that can be found in the
field, in the grocery store
and on the dinner table.
Monochromatic and
primary colors should
be used as the primary
representation of the
brand. Accent colors may
be used to further define
secondary elements.
Color
ACCENTS
MONOCHROMATIC
PRIMARY
PANTONE
COOL GRAY 10
C=38 R=97
M=29 G=99
Y=20 B=101
K=58
HX=616365
PANTONE
BLACK
C=0 R=30
M=0 G=30
Y=0 B=30
K=100
HX=1E1E1E
PANTONE
469
C=21 R=96
M=70 G=53
Y=92 B=29
K=70
HX=60351D
PANTONE
369
C=67 R=88
M=0 G=166
Y=98 B=24
K=5
HX=58A618
PANTONE
485
C=0 R=213
M=93 G=43
Y=95 B=30
K=0
HX=D52B1E
PANTONE
226
C=0 R=207
M=100 G=0
Y=2 B=114
K=0
HX=CF0072
PANTONE
583
C=25 R=168
M=3 G=180
Y=100 B=0
K=14
HX=A8B400
PANTONE
717
C=0 R=217
M=60 G=94
Y=100 B=0
K=3
HX=D95E00
PANTONE
124
C=0 R=234
M=27 G=171
Y=100 B=0
K=0
HX=EAAB00
PANTONE
7512
C=6 R=160
M=53 G=92
Y=100 B=15
K=31
HX=A05C0F
PANTONE
2915
C=61 R=94
M=7 G=182
Y=0 B=228
K=0
HX=5EB6E4
PANTONE
221
C=8 R=145
M=100 G=0
Y=24 B=75
K=35
HX=91004B
PANTONE
654
C=100 R=0
M=73 G=44
Y=10 B=95
K=48
HX=002C5F

Youth Farm must speak
with one voicethat
is clear,
succinct and recognizable
within the industry and
among the audiences
they serve.
Voice and Tone
Honest Playful
Positive Knowledgeable

Cultivating youth is the
essence of what Youth
Farm does and it seems
appropriate that this
public declaration is
penned in the voice of
those they aim to serve.
Manifesto
We farm to grow.
We farm to play.
We farm to give.
We harvest relationships along side rhubarb.
We sow confidence with carrots.
We nurture leaders like the seeds we plant.
We gather peapods along with knowledge.
We tend to cabbage and in turn the community.
We work the land and let it transform us.
We farm to learn.
We farm to feed.
We farm to grow.
Youth Farm
Where leadership grows.

Youth Farms’ stories should
be succinct, graphic, fun
and interesting, and should
be told from a collective
point of view. We not I.
Together not separate.
There will be exceptions
where it’s important to get
specific points of view, but
the organization is about
the connection and the
impact youth can have when
they work together. Writing
is knowledgeable, not know
it all and should be inclusive
not exclusive. Stories
should be purpose driven
and connect back to the
idea of Youth Farm being
a place where leadership
grows. Youth are the
primary story, and food is
the process in which Youth
Farm tells their stories.
Storytelling
MISSION
We grow leaders.
We provide year-round programs for youth ages 9 to 24. We farm to
educate and train through gardens and greenhouses. We cultivate
leadership through planting, growing, preparing, and selling the food
we grow.
We grow food.
From raspberries to radishes we seed, plant, grow and harvest our
food and bring it to our communities’ forks. We feed families through
our CSA, community dinners and other neighborhood events.
We grow community.
We live in and work in vibrant and diverse Minneapolis
neighborhoods of Lyndale, Powderhorn and Hawthorne as well as
Frogtown and the West Side neighborhoods of St. Paul.
We grow progress.
Since 1995 we’ve created and implemented a development model
that grows with our youth to challenge them where they’re at with
projects and leadership opportunities tailored to a variety of ages
and abilities.

Storytelling
PHILOSOPHY
We farm to build youth of character.
Our youth develop into responsible, essential and wholehearted members of their own communities.
We farm to serve our community.
Our program is meant to serve the vibrant, diverse and unique communities in which we are present and active.
We farm to create meaningful connections.
Positive relationships with food, peers, families, communities and most importantly themselves create the best and most impactful youth development.
We farm to sustain.
Through the cycle of growing, distributing, cooking and eating we create a complete approach to a healthy self and a healthy community.
We farm to be a good neighbor.
Creating stronger communities, more engaged citizens and happier neighborhoods by focusing on local leadership, partnership and development opportunities.

Identity
The Youth Farm identity
was created to feel
modern, yet approachable
and have a bit of
personality that can be
skewed from serious
to playful depending
on audience and/or
application. Two primary
lockups are provided
here; logotype only and
logotype with tagline.
PRIMARY LOCKUPS

In order to preserve the
integrity of the logo and
the brand, guidelines were
developed to maintain
cohesion and consistency
among use.
No adjustments should
be made unless explicitly
outlined here.
Identity
LOGO MAY BE USED IN ANY OF THE
MONOCHROMATIC COLORS
VERTICAL FORMAT
CENTERED (AS NEEDED)
HORIZONTAL FORMAT
LOGO SHOULD REVERSE OUT OF A
SOLID COLORED BACKGROUND
LOGO SHOULD REVERSE OUT OF A
HEAVILY COLORED PHOTOGRAPH
VERTICAL FORMAT
LEFT (OR RIGHT) JUSTIFIED IS PREFERRED
LOGO DOS
THE “U” SYMBOL MAY BE HIGHLIGHTED WITH A
COLOR FROM THE PRIMARY PALETTE WHEN USING
BLACK OR COOL GRAY 10 FOR THE LOGOTYPE
HORIZONTAL FORMAT

In order to preserve the
integrity of the logo and
the brand, the logo should
not be adjusted in any way
other than proportional
scale and color.
Identity
NEVER USE MULTIPLE COLORS
(OTHER THAN HIGHLIGHTING THE “U”)
NEVER ALTER THE VERTICAL
OR HORIZONTAL SCALE
NEVER HIGHLIGHT THE “U” WHEN REVERSING
THE LOGO OUT OF A SOLID COLOR
NEVER ALTER THE WEIGHT
OF THE LOGO
NEVER SKEW THE LOGO
IN ANY WAY
LOGO DON’TS
NEVER EMPHASIZE ONE WORD OVER
THE OTHER (IN COLOR AND/OR SCALE)

The unique treatment
of the “u” was designed
to be a symbol for more
playful communication
pieces such as packaging
and apparel items. The
similarities to a smiley
face are intentional and
remind the audience that
programming is not only
meaningful, but enjoyable
as well. Please note that
this symbol should always
be used in conjunction
with the full identity and
never alone, unless the
audience is familiar with
the brand and within the
context of other branding
materials.
Identity

A collection of icons were
created to help give a
visual voice to Youth Farm
that is modern and fun,
but more importantly, to
differentiate them from
others who operate within
this unique industry and
category. Icons can be
used to highlight specific
activities and programs
as well as representation
for produce, tools and
outcomes.
Iconography

Here is the entire library
of icons created for Youth
Farm. Other icons may
need to be developed as
the brand evolves. New
icons should follow the
visual precedent and style
set forth in the executions
shown below.

STYLE. Portraits should
capture the subjects as
they are, authentic to their
character and personality.
Happy and playful, rather
than staged and serious.
COLOR. Photographs
should be vivid in color
and maintain high
contrast. Soft, direct
light should be used to
minimize harsh shadows.
FOCUS/CROP. Photos
should be tack sharp,
should offer a range of
crops (from full-body to
waist-up), and vary in pose
and angle.
WARDROBE. Direct
subjects to wear clothing
that is representative of
their own style, but push
bright colors as well as
solids and simple patterns.
Photography: Portrait

STYLE. Photographs should
feel editorial and not posed,
and attempt to capture a
moment in time. If subject
faces camera, it should
feel like a brief pause.
COLOR. Photos should be
vivid in color, and maintain
high contrast between
highlights and shadows.
FOCUS. To draw the
audience into these
photographs, tack
sharp focus should be
maintained on items/
people of key importance
while allowing the
surroundings (or edges)
to go soft. The exception
would be shooting a larger
group or scenario with
little depth of field.
Photography: Editorial

The following are
instructions for preparing
photographs to be shared
on Youth Farm’s social
media outlets. For ease,
photos should be shot
using your camera phone
and may be captured
through either your
phone’s existing camera
app or the Instagram app.
Regardless, make sure
that your subject fills the
frame when capturing
your image. If using your
camera’s existing app,
you will want to import
the photo into Instagram
by pressing the button
next to the camera
icon that accesses your
existing photo library.
Once imported, follow the
instructions listed.
Photography:
Headshots and Snapshots
Once an image has been
selected, you will be able
to scale and crop. You
should be able to move
the image to a desirable
square crop, and can
enlarge or shrink the
photo with your fingers.
Tap the green crop button
when complete.
You will now be able to
edit your photograph. The
first step in the editing
process is to choose
the correct filter. Scroll
through the selections
along the bottom and
select the filter named
X-Pro II. Simply tap to
apply the filter.
Additional editing tools
are located above the row
of filters. First, select the
contrast tool (sun) to add
overall contrast to the
photograph. Second, select
the blur tool (teardrop)
and manipulate the effect
with your fingers—larger
or smaller based on
preference. Tap next.
Now the photograph is
ready to be shared or
posted. Write a caption,
if desired, and select your
method of sharing or
posting and tap the green
share button.

The following pages
illustrate how the varying
branding elements can be
utilized to bring the Youth
Farm brand to life.
Applications
Business System

Brochure
Case Study E-cards

FEATURED VIDEO LATEST BLOG OUTCOMES / AT-A-GLANCE GET INVOLVED
10,000
Meals
served annually
through YF
programming.
ABOUT YF PROCESS
Youth Leadership
Neighborhood
Development
OUR TEAM
Community
Partners
Staff/Volunteers
Board of Directors
CONNECT
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CONTACT US TERMS OF SERVICE
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Retreat
Update
Website Banners
We harvest relationships
along side peapods.
We sow confidence
with carrots.
We nurture leaders like
the seeds we plant.
Where leadership grows.

Packaging Packaging Tape
& Fruit Stickers

Apparel &
Branded Goods
from
FARM
TO
FORK

YOUTH FARM | CREATIVE CENTER | APRIL 2013 PAGE 46
If you want your brand
to benefit from word
of mouth, you’d better
give consumers something worth talking about.
KEN PETERS

WHO TO CONTACT If you have any questions
related to the Creative
Center or Youth Farm
branding in general,
please contact:
Gunnar Liden
Executive Director
gunnar@youthfarmmn.org
612.872.4226
128 West 33rd Street, Suite 2
Minneapolis, MN 55408
612.872.4226 | youthfarmmn.org

Youth Farm Brand Style Guide

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