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Farm Dog Brand Book
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- 2. Intro Brand Values The Icon LogoUsage Color Palette Color Usage Iconography Typography Graphic Language Photography Tone of Voice Stationary Printable Packaging 3 4 5 6-8 9-10 11 12 13 14 15-20 21 22 23 Web 24-25 26 Table of Content
- 3. Intro FarmDog is asmart agriculture solution that utilizes in-soil sensors to collect data such as temperature, moisture and electric conductivity. The FarmDog technology is the first to make smart agriculture solutions accesible to medium and small farmers that don’t grow commodities. This brandbook is devised to ensure all promotional material created for FarmDog stays within the brand guidelines in order to maintain the brand's unique voice. 3 | Intro
- 4. Brand Values 4 |Brand Values Straightforward Trustworthy Helping the little guy Respecting the past Looking forward
- 5. The Logo FarmDog's logosymbolically conveys both the company's name and farmer's assistant with a dog's paw, and the company's close ties with the farm. The paw's friendly curves and simple lines accentuate the brand's simple mission and helpful attitude, and the lines in the paw symbolize farms and fields. 5 | The Icon
- 6. Ideal Usage IdealUsage Logo Usage The FarmDog logo will be used in the mobile app, social media and other marketing materials. The icon can be situated above or to the left of the name. 6 | Logo Usage
- 7. Logo Usage When recreatingthe logo, maintain these ratios: 7 | Logo Usage y 0.5y 5x x y x 16x5.5x 2y
- 8. Logo Usage The logomay be used with the following modifications: The following are inappropriate and misaligned uses of the logo: 8 | Logo Usage Do not tilt the logo Do not invert logo over poorly contrasting background Do not apply filters to logoDo not distort the logo Brand colors Inverted brand colors Inverted over contrasting imageBlack & White
- 9. HEX #339900 RGB 51153 0 CMYK 80 15 100 3 HEX #504247 RGB 80 66 71 CMYK 61 66 55 41 Color Palette The FarmDog color palette is earthy with hints of tech and a modern tone. The colors accentuate FarmDog’s environmental responsibility, communicating an intuitive and natural workflow with a simple yet organic design. Mellow tones of green and brown representing the brand’s reliability and connection to the earth. 9 | Color Palette
- 10. Color Palette Supporting Palette Additionalvibrant colors to compliment the calmer main palette. Suggested for use to brighten up the brands materials and appeal to the main second generation target audience. 10 | Color Palette HEX #45bbec RGB 69 187 236 CMYK 62 6 0 0 HEX #615e86 RGB 97 94 134 CMYK 69 66 26 7 HEX #ff9966 RGB 255 153 102 CMYK 0 49 62 0 HEX #ffcc66 RGB 255 204 102 CMYK 0 21 70 0
- 11. Color Usage FarmDog’s whitelogo can be used over any of the brand’s colors, and over black. 11 | Color Usage
- 12. Iconography FarmDog’s icons havea simple solid design to convey reliability and simplicity. Shapes are full, sturdy and substantial with a lot of fill relative to contours. 12 | Iconography
- 13. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+,. Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_+,. Aa Typography The FarmDog nameas well as headlines and titles is to be written in Roboto Slab. Roboto Slab has a sophistication without being too classic or decorative. It is grounded and stable, humble yet clean. All other text will be written in roboto, regular weight. 13 | Typography Roboto Regular Roboto Slab
- 14. Graphic Language FarmDog’s graphiclanguage will consist of straightforward and uncomplicated visuals, “no fuss” designs, and will rely mainly on photography. 15 | Graphic Language
- 15. 15 | Photography TheFarmDog graphic language will rely heavily on photography to give a feel of earthly material and a strong connection to the earth. Photographs will feature a variety of growing crops to demonstrate the product’s varied applications, and farmer figures to establish the connection with the small scale farming customer. Photography
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- 21. 404 Don’t straytoo far! Click here to go back. FarmDog family wishes you Happy Birthday! Tone of Voice FarmDog's tone of voice is that of helpful authority. Like that of your favorite teacher, FarmDog communicates with compassion and confidence, never speaking down or patronizing anyone. Rather, FarmDog expresses its delight and enthusiasm with the opportunity to assist so many farmers ease their workload with modern technology. FarmDog doesn't talk down on traditional farming, it has the utmost respect for it, but it believes that using technology, agriculture can be enhanced by leaps and bounds. Stats nerds with dirty hands, FarmDog is a humble expert, professional yet friendly. 21 | Tone of Voice
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- 23. John Smith |CEO & Co-Founder 972+54+1234567 | www.farmdog.ag Title Donec fringilla viverra lacus eu consequat. Maecenas placerat ac turpis in semper. Vestibulum sit amet lacus ullamcorper, rutrum libero et, tincidunt nibh. Fusce ullamcorper sollicitudin laoreet. Integer ante nulla, facilisis non facilisis sodales, tincid- unt eget ante. Donec id ligula rhoncus felis blandit finibus. Aenean nec elit vulputate, vehicula massa id, dapibus turpis. Sed eget libero sit amet tellus congue ornare. Interdum et malesuada fames ac ante ipsum primis in faucibus. Web 23 | Web PPT
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- 26. Featuring the brand’scolors and graphic language with a straightforward representation of the products so there are no questions or mysteries - what you see is what you get. Packaging Proposal 26 | Packaging Proposal
- 27. Thank You! Made byTROSS