Brand Identity Presentation for Farm Stop Conference by Argus

1. Farm Stop
B R A N D I D E N T I T Y
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BRAND GUIDE

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B R A N D I D E N T I T Y
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Content
01 02 03 04
Voice & Tone: Guidelines: Applications:
Logo:
05 06 07
Color: Typography:
Visual Assets:
08
FAQ:
Introduction,
mission, info, goal,
motto & process.
Concept, symbolism,
& formatting.
Spacing, usage, &
variations.
Packaging, websites,
merchandise, etc.
Graphics, elements,
icons, templates, &
editing.
Primary & secondary
palettes.
Typefaces & system. Frequently asked
questions.

3. 01
Voice
& Tone
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4. B R A N D I D E N T I T Y
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What is a Farm Stop?
Year round, everyday markets stocked with only
local products where Producers own their prod-
ucts and set their own prices. All of which can be
purchased through a single check out line.

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B R A N D I D E N T I T Y
1
Create innovative approaches to
make local shopping easier and
economically sustain farms.
The Mission

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2
B R A N D I D E N T I T Y
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Move away from industrial
agriculture, towards and
produced food.

7. B R A N D I D E N T I T Y
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3
Super-charge local
food economies

8. Farmers Markets:
- Farmers recieve most of the
sale
- Local, Fresh, and In-season
- Authentic
- Educational
- Community Building
Grocery Stores:
- High quality refrigeration and
display
- Convenience
- Open year round
THE GOAL
To combine the best of
+
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9. MOTTO
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“Locally sourced,
better options”

10. B R A N D I D E N T I T Y
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Design Process
Target
Audience
Intent
Visual
Interest

11. 02
Logo
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12. Primary Logo
The Farm Stop Conference logo
is brightly colored and iconic to
represent the simple, community
driven values of the brand while also
retaining a sense of professionalism
and modernity.
The typeface is bold and sans-serif
to represent the uncomplicated and
communnity driven goals of Farm Stop
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13. The combination of the
acronym for farm stop with the
iconography for a leaf created the
icon seen here.
Add to that the iconography of
an apple an shape of a stop sign
from the title Farm “Stop”.
The combination of all of these elements
create the icon seen in the logo.
Symbolism
+ STOP
FS + =
+
=
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14. B R A N D I D E N T I T Y
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Logo Formatting
There are three main logos. The primary
logo, secondary horizontal workmark
logo, and the monogram logo that
works best in small sizes when the
primary and secondary are no longer
legible
Primary Logo Monogram
Wordmark
When to use:
In situations where a horizontal
logo would better fill the space
When to use:
Print: 30mm and below
Web: 115 px and below
When to use:
Print: 30mm and up
Web: 115 px and up

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Guidelines
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16. B R A N D I D E N T I T Y
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Clear Space
X
X X
X X
X
X
X
X
X X
X X

17. B R A N D I D E N T I T Y
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Wrong
Usage
1
2
3
4
5
6
Don’t stretch the logo
Don’t rotate the logo
Don’t move the logo elements
Don’t change the typeface
Don’t recolor the logo
Don’t add a stroke to the logo
Never edit the logo in any of the
following ways:
These guidelines also apply to the
monogram and workmark logos
FARM STOP
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Size
The “Farm Stop” logo
should not be used
anywhere (print or web)
below 96 x 115 pixels
for legibility.
If the logo is used
below this aspect ratio
it will lose its clarity and
aesthetic.
115 px
96 px
100%
75%
50%

19. B R A N D I D E N T I T Y
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Image Placement
Take care using
logos on top of images.
Ensure that the logo does
not match to color of the
image and becomes
unclear

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Logo Variations

21. 04
Applications
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22. B R A N D I D E N T I T Y
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Advertisements

23. B R A N D I D E N T I T Y
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Digital Media: App
Search
Local ly sourced, bet ter options
GET
21k Ratings AGE
Years Ol d
CHART
Grocer y

24. https://
FarmStopConference.com
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Website

25. B R A N D I D E N T I T Y
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Swag

26. Merchandise
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Visual Assets
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Brand Graphics

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Templates

30. Image Editing
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All images should be filtered using any
of the colors from the Farm Stop color
palette.
The opacity of the color should be low-
ered to a range of 20-70% depending
on the brightness of the image.
50%
55%
60%
15%
80%

31. 06
Colors
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32. Primary
Color Palette
HEX: 3bb253
RGB: 59, 178, 83
CMYK: 75, 2, 93, 0
HEX: 77b232
RGB: 119, 178, 50
CMYK: 59, 9, 100, 0
HEX: 9cda4c
RGB: 158, 286, 76
CMYK: 43, 0, 89, 0
HEX: 094742
RGB: 9, 71, 66
CMYK: 90, 50, 66, 45
HEX: 235f3d
RGB: 35, 95, 51
CMYK: 84, 38, 85, 32
Acid Green Yellow Green Slime Green Hunter Green Midnight Green
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33. Secondary
Color Palette
HEX: 000000
RGB: 0, 0, 0
CMYK: 75, 68, 67, 90
Black
HEX: e00000
RGB: 59, 178, 83
CMYK: 75, 2, 93, 0
Candy Apple Red
HEX: fefefe
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0
White
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Typography
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Our main typefaces are
Cabinet Grotesk and
Raleway.
Cabinet reflects our brand
organic yet modern
aesthetic.
Raleways simple yet clean
look represents our
straighforward and simple
mission
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Typfaces
Cabinet Grotesk
aA bB cC dD eE fF gG
hH iI jJ kK lL mM nN
oO pP qQ rR sS tT uU
vV wW xX yY zZ
Aa
Raleway
aA bB cC dD eE fF gG
hH iI jJ kK lL mM nN
oO pP qQ rR sS tT uU
vV wW xX yY zZ
Aa

36. B R A N D I D E N T I T Y
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“Cabinet Grotesk Black” is used for
all titles and headlines.
Type System
Headlines
Subheadlines
Paragraph
Captions
Raleway Extrabold
Raleway Semibold
Raleway Regular
Cabinet Grotesk Black
For subheadlines we use Raleway
Extrabold, for paragraphs we use
Semibold and for smaller captions
we use regular.

37. 08
FAQ
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38. B R A N D I D E N T I T Y
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Why is local food at risk?
FAQ
Why care about local food?
What impact has Argus Farm Stop had?
What is the Farm Stop Conference?
The average farmer is 58 year old, 40% of agricultural land in the US will transfer ownership in the next 15
years, once lost farms are difficult to replace, famers make little money (85% to middlemen and distributers,
15% to farmers), and the current food systems favors huge non-local produces (99.3% to 0.7% local).
People want to live in thriving local food communities.
Local food has a beneficial effect on many different economies such as: agriculture, food rpocessors,
distribution & hubs, restaurants & retail, and finally artisians.
Argus opened in 2014 with 40 producers which has grown to 200 today. Argus has paid over 20 million to
local farms and producers since 2014. in 2022 the top 64 farms received $10,000 in sales at Argus, with an
average of $48,252. A total staff of 60 across all stores.
The Farm Stop Conference is a gathering of existing farm stops, aspiring farm stops, and those interested
from policy or academic perstectives. The goal is to spread awareness for the farm stop model, celebrate
successes, share insight and innovations, collectivley troubleshoot challenges, share policy updates, and
most importantly establish a mechanism for maintaining community and communication goin forward.

39. THANK YOU!
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