Brand Guidelines

This is a guide to the elements that make up the Berkshire Food Co-op. It includes rules and sample executions that demonstrate how to bring our identity to life.


Our Story

Use this story to introduce the Berkshire Food Co-op to an uninitiated audience through promotional materials, with special attention to press outreach.

Who we are informs what we look like and how we communicate. The following sections review our new look, language, and brand experience. Throughout, we’ll explore the elements that make up the Berkshire Food Co-op brand, bringing it to life.

We were created by and for the families in the Berkshires to improve life in our community. The Berkshire Food Co-op has and always will have a “do it yourself” aspect to who we are.

This brand update aligns with our move to a custom store made for what we do. While it will be a welcome change in many ways (hello, new freezer), we wanted to maintain the handmade, personal touch that is central to the Berkshire Food Co-op’s identity.

The result includes visual and verbal elements that are playful, bright, clean, and a little quirky – just like us.


Logos

Logo

This logo is the guiding post for the Berkshire Food Co-op brand. It conveys the future of our work and the character of our organization.

oneline_logo.png
 

One-line & Two-line

Use the one-line logo when your design is centered. Place it in the center at the top or bottom of your page.

Use the two-line logo when your design is left aligned. Place it in the top or bottom left corner of your page.

 

Clear Space

Always keep a standard amount of white space, as measured by the capitalized F, around the logo.

 

Logo Don’ts

1. Do not stretch or skew the logo.
2. Do not pull apart the logo.
3. Do not color the logo.
4. Do not rotate the logo.
5. Do not add elements to the logo.
6. Do not adjust letter spacing in the logo.
7. Do not outline the logo.
8. Do not add drop shadows to the logo.

improperuses@2x-1.png

Colors

Color has an enduring emotional appeal. The Berkshire Food Co-op’s colors are energetic, bright, and fun.

Never use tints or shades of these colors.

By pairing the colors consistently, you can harness the Berkshire Food Co-op’s personality.

Dark Green Pantone 3435 C RGB 21 / 71 / 52 CMYK 93 / 24 / 85 / 68 HEX/HTML #154734

Dark Green
Pantone 3435 C
RGB 21 / 71 / 52
CMYK 93 / 24 / 85 / 68
HEX/HTML #154734

Medium Green Pantone 356 C RGB O / 121 / 52 CMYK 91 / 1 / 100/ 25 HEX/HTML #007934

Medium Green
Pantone 356 C
RGB O / 121 / 52
CMYK 91 / 1 / 100/ 25
HEX/HTML #007934

Light Green Pantone 376 C RGB 146 / 199 / 40 CMYK 45 / 0 / 100 / 0 HEX/HTML #7AB800

Light Green
Pantone 376 C
RGB 146 / 199 / 40
CMYK 45 / 0 / 100 / 0
HEX/HTML #7AB800

Medium Blue Pantone 2727 C RGB 48 / 127 / 226 CMYK 70 / 47 / 0 / 0 HEX/HTML #307FE2

Medium Blue
Pantone 2727 C
RGB 48 / 127 / 226
CMYK 70 / 47 / 0 / 0
HEX/HTML #307FE2

Light Blue Pantone 291 C RGB 155 / 203 / 235 CMYK 38 / 4 / 0 / 0 HEX/HTML #9BCBEB

Light Blue
Pantone 291 C
RGB 155 / 203 / 235
CMYK 38 / 4 / 0 / 0
HEX/HTML #9BCBEB

Medium Red Pantone 1795 C RGB 210 / 38 / 48 CMYK 0 / 96 / 93 / 2 HEX/HTML #D22630

Medium Red
Pantone 1795 C
RGB 210 / 38 / 48
CMYK 0 / 96 / 93 / 2
HEX/HTML #D22630

Light Red Pantone Warm Red C RGB 249 / 66 / 58 CMYK 0 / 83 / 80 / 0 HEX/HTML #F9423A

Light Red
Pantone Warm Red C
RGB 249 / 66 / 58
CMYK 0 / 83 / 80 / 0
HEX/HTML #F9423A

Medium Pink Pantone 204 C RGB 231 / 130 / 169 CMYK 0 / 59 / 5 / 0 HEX/HTML #E782A9

Medium Pink
Pantone 204 C
RGB 231 / 130 / 169
CMYK 0 / 59 / 5 / 0
HEX/HTML #E782A9

Light Pink Pantone 706 C RGB 247 / 206 / 215 CMYK 0 / 23 / 7 / 0 HEX/HTML #F7CED7

Light Pink
Pantone 706 C
RGB 247 / 206 / 215
CMYK 0 / 23 / 7 / 0
HEX/HTML #F7CED7


Typography

Typography Example

Fonts express as much as words.

They convey feeling, establishing a consistent and ownable visual language for the Berkshire Food Co-op.

 

Headlines

brand_headlines@2x-1.png
 

Body Copy


Illustrations

About

As we grow, there are a few things that will change. Space. Layout. Lighting. But there is one thing that will never change, and that’s our people. We help each other, encourage each other, make things for each other. You can see this clearly in our final campaign update video, where we celebrated reaching our goal by dancing with cardboard food cutouts in front of a hand painted sign. Our illustration set offers this sense of human touch, bringing our brand story to life.

 

Illustration Set

Our illustration set includes imagery from the Berkshires and products that we offer in the market and café. This includes scenery, farm imagery, animals, market elements, bulk foods, drinks, basics, and produce. Try not to veer away from these categories, as they are reflective of who we are and what we have to offer.

Illustration_set_2.png
 

Farm Lockups

These lockups are made up of scenery and products from our illustration set, stacked to form scenes that capture the spirit of the Berkshire Food Co-op.

 

Market Lockups

These lockups are made up of market elements and products from our illustration set, gathered to form scenes that capture the market essence of the Berkshire Food Co-op.

 

Patterns

These patterns are for use on the Berkshire Food Co-op brand materials.

 

Handwritten Taglines

Our four taglines are rendered here in Sunrise International, a handwritten block font.

These should be used in launch campaign materials and for broad brand moments, like a window installment or on our website.

Don’t try to copy this font when writing on materials by hand in real life.


Language

Voice Summary

This language is the cornerstone of the Berkshire Food Co-op communications.

It provides the keywords for all language.

Descriptive Tag

Market and Café

Taglines

It’s What We’re Made Of
 
Real Food Matters
 
Real Food. Real Good.
 
Cooperatively Owned.
Community Focused.
 
Food Is Our Middle Name.

Elevator Pitch

We were created by and for families in the Berkshires to bring real food to our friends and neighbors.

Everything we sell is thoughtfully chosen, so you can rest assured that it’s good for you and for our community.


Templates

Business Cards

Use these layouts when making business cards.

 

Letterhead

Use these template when making 8.5 x 11 inch Berkshire Food Co-op letterhead.

 

#10 Envelope

Use this layout when making #10 envelopes.


Social

Avatars

 

Cover Photo Options


Thank you.

Any questions or suggestions, please contact:

Jill Maldonado
jmaldonado@berkshire.coop