identity standards manual - half your plate · half your plate identity standards manual | version...

Identity Standards ManualVersion 1.0

Half Your Plate Identity Standards Manual | Version 1.0

TABLE OF CONTENTS

1.0 Introduction

1.1 Icon details ...................................................................... 1

2.0 Logo Usage

2.1 Logo Do’s and Don’ts ............................................... 2

2.2 Logo Buffer Zone ........................................................ 2

2.3 Logo Applications ......................................................3

2.4 Logo Minimum Size ...................................................3

2.5 Logo Versions ...............................................................4

3.0 Corporate Colour Pallette

3.1 Corporate Colour Breakdowns .............................5

4.0 Corporate Typeface

4.1 Gotham HTF ..................................................................6

5.0 Creative Applications

5.1 Posters ............................................................................. 7

5.2 Recipe Cards .................................................................8

5.3 Brochure ..........................................................................9

5.4 Shelf Talker ................................................................... 10


SECTION 1.1

ICON DETAILS

The Half Your Plate program includes an icon

and messages to help consumers make healthy

food choices by providing a clear, simple and

consistent message.

Half Your Plate is based on Eating Well with Canada’s

Food Guide and aligns with the USDA MyPlate.

The Half Your Plate icon was intentionally designed

to be simple and easy to understand. The importance

of consistent messaging for consumers has been

highlighted to CPMA by many health partners and

consumer interviews.

The icon may be used free of charge on packaging,

point of sale materials, advertising or other media.

Use of the icon does not indicate CPMA endorsement

of a product.

To ensure a consistent message to consumers the

icon must be used as presented in this style guide

and may not be altered without the prior consent of

CPMA. The style guide provides possible application

of the logo and messaging.

1


SECTION 2.1

LOGO DO’S AND DON’TS

DO

· Use the 4 colour logo when possible

· Use the logo with URL when size permits

(check minimum size requirements) unless

halfyourplate.ca is prominently displayed close by.

· Maintain the required clearspace around the logo

(check logo buffer zone).

· Always use the official electronic version of

the logo,

DON’T

· Never distort, redraw or redesign the logo.

· Never use the logo within text or titles.

· Never place the logo over busy backgrounds that

compromise legibility.

· Never substitute a different font.

· Do not add graphical elements to the logo.

· Do not tilt or rotate the logo.

· Do not use a drop shadow.

SECTION 2.2

LOGO BUFFER ZONEThe “buffer zone” refers to the area directly surrounding the logo.

No other text or graphic elements should appear in the area

immediately surrounding the logo. This buffer zone preserves the

desired visual impact of the logo and is equivalent to the height of

the “E” in the wordmark.

2


SECTION 2.4

MINIMUM SIZE

To ensure legibility, follow these minimum size

guidelines for both print and Online applications.

When space allows, size all versions of the logo to 1.5” | 38mm| 144px wide or larger.

SECTION 2.3

LOGO APPLICATIONS

PRINT 1” or 26mm

WEB100 px

PRINT 1” or 26mm

WEB100 px

PRINT 1.5” or 38mm

WEB144 px

PRINT 1.5” or 38mm

WEB144 px

COlOuRPreferred version

The four-colour version of

the logo should, at all times,

be considered first for use

in collateral. In all cases

the background should be

either white or very light,

and neutral in colour.

GREYSCAlE

Alternate version

The one-colour greyscale

version offers a crisp

alternative when the need

arises to print in black

ink only, or to reduce

printing costs.

WHITE Alternate version

If you are working with a

dark background, a white

logo may be used—but only

when the background is

dark enough to supply an

effective contrast.

3


SECTION 2.5

LOGO VERSIONS

cpma_halfyourplate_logo_4clr_eng

cpma_halfyourplate_logo_grey_eng

cpma_halfyourplate_logo_white_eng

cpma_halfyourplate_logo_4clr_eng_url

cpma_halfyourplate_logo_4clr_grey_url

cpma_halfyourplate_logo_4clr_white_url

cpma_halfyourplate_logo_4clr_fre

cpma_halfyourplate_logo_grey_fre

cpma_halfyourplate_logo_white_fre

cpma_halfyourplate_logo_4clr_fre_url

cpma_halfyourplate_logo_4clr_grey_url

cpma_halfyourplate_logo_4clr_white_url

4


SECTION 3.1

CORPORATE COLOUR BREAKDOWNS

The charts below provide the colour codes for the

Half Your Plate logo. Areas of the plate icon in the

logo have been screened back to 30% of the selected

colour palette.

GREENPANTONE 362CMYK C:75 M:6 Y:100 K:0RGB R:64 G: 171 B:53HEX #40AB35

BluEPANTONE 2915CMYK C:67 M:4 Y:0 K:0RGB R:11 G: 187 B:239HEX #0BBBEF

AMBERPANTONE 130CMYK C:2 M:31 Y:100 K:0RGB R:250 G: 182 B:0HEX #FAB600

BuRNT ORANGEPANTONE 180CMYK C:11 M:89 Y:100 K:2RGB R:214 G: 63 B:23HEX #D63F17

30%

30%

30%

30%

85% 70% 55% 40% 25% 10%

85% 70% 55% 40% 25% 10%

85% 70% 55% 40% 25% 10%

85% 70% 55% 40% 25% 10%

5


SECTION 4.1

GOTHAM HTF

Gotham HTF is the only approved typeface for Half Your Plate. Assertive but never imposing, Gotham HTF reads friendly but demands to be taken seriously.

BODY COPY

Body copy should be set in Gotham HTF Light in 9-12

pt. In instances where more weight is needed Gotham

HTF Book may be used as an alternative.

SuB HEADS

Sub Heads should be set in Gotham HTF Medium or

Bold. Point size should be the same or slightly larger

than the body copy.

HEADlINES

Headlines should be set in Gotham HTF Bold or Black

and should be sized larger than subheads. For a

different look, it is permissible to use either Gotham

HTF Book, Light or Thin for headlines as long as the

point size is at least double that of the body copy.

MOuSE TYPE

When setting Legal or disclaimer type it is permissible

to use Gotham HTF Light in 6.5 pt.

Note: condensed or narrow versions of Gotham HTF may NOT be used as legibility is often compromised.

Gotham HTF Thin

Gotham HTF Thin Italic

Gotham HTF XLight

Gotham HTF XLight Italic

Gotham HTF Light

Gotham HTF Light Italic

Gotham HTF Book

Gotham HTF Book Italic

Gotham HTF Medium

Gotham HTF Medium Italic

Gotham HTF Bold

Gotham HTF Bold Italic

Gotham HTF Black

Gotham HTF Black Italic

Gotham HTF Ultra

Gotham HTF Ultra Italic

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXY

1234567890!?@#&();”.

6


SECTION 5.1

APPLICATIONS | POSTERS

FILL HALF YOURPLATE WITH

FRUITS AND VEGGIES


FRUITS AND VEGGIES

FOLLOW US ON

@halfyourplate

cpma_half_your_plate_poster.final.indd 3 2014-09-24 3:04 PM


FRUITS AND VEGGIES


FRUITS AND VEGGIES

FOLLOW US ON

@halfyourplate

cpma_half_your_plate_poster.alternatives.indd 2 2014-10-07 2:38 PM


FRUITS AND VEGGIES


FRUITS AND VEGGIES

FOLLOW US ON

@halfyourplate

cpma_half_your_plate_poster.alternatives.indd 4 2014-10-07 2:38 PM

7


SECTION 5.2

APPLICATIONS | RECIPE CARDS

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SECTION 5.3

APPLICATIONS | BROCHURE

Make a healthy choice! Why should I eat fruits and veggies?

• Some crunch, some are juicy, some

you can peel, some you can grow

in your own backyard!

• Fruits and veggies are

generally low in calories

and fat and rich in fibre

so they can help you

get to and stay at

a healthy weight.

• Fruits and veggies

are nature’s treat and

easy to grab

for a snack.

• Eating plenty of

fruits and veggies

may help reduce

the risk of some

types of cancers.

• Fruits and veggies

are delicious!

• Be sure to fill half your plate!

At home, at work, at school or

on the go – eating different fruits

and veggies will add colour, variety, taste and

nutrients to your diet.

At home

• Prep chopped fruits and veggies for the week;

they make great snacks or can be added to

soups and casseroles and used for a couple of

meals during the week.

• Got the munchies? Snack on washed veggies

like crisp beans, baby carrots, or crunchy celery.

• Make a large salad and add dressing to only

what you need. Keep the rest refrigerated for

another meal.

At school or work

• Add crisp, crunchy veggies to sandwiches

instead of high fat spreads. More nutrition, less

fat, great taste!

• Look for plastic fruit guards to protect sensitive

fruit from bruising.

• Children like dips, so serve them raw veggies

like carrots, broccoli, cherry tomatoes and

sliced peppers with a yogurt-based dip,

hummus (chickpea spread) or a creamy lower

fat salad dressing.

Is hAlf your plAte fIlled wIth fruIts And veggIes?

to eAt well stArt by followIng these eAsy tIps from Canada’s Food Guide:

• Go for nutrient-packed

vegetables such as

broccoli, romaine

lettuce, and spinach.

• Go for for nutrient-

packed vegetables

such as carrots,

sweet potatoes,

and winter squash.

• Choose vegetables

and fruit prepared with

little or no added fat,

sugar or salt.

• Enjoy vegetables

steamed, baked or

stir-fried instead of

deep fried.

• Have vegetables

and fruit more

often than juice.

Canada’s Food Guide recommends the following daily servings:

Eating the recommended number of servings of fruits and veggies every day is easier than you think!

Adults should try to eat 1 to 2 servings (or half of the

plate) of fruits and veggies at every meal, plus snacks.

You can also double up on servings of your favorites.

For kids, include at least 1 serving of fruits and veggies

in every meal and snack. Take a look at the serving

examples on the next panel.

whAt Is one servIng?

125 mL (1/2 cup) fresh, frozen or canned

fruits or vegetables

250 mL (1 cup) raw leafy veggies or salad

on the go

• When eating out at a restaurant, ask whether

your entrée comes with a vegetable side dish.

If not, make it a habit to order extra veggies

on the side.

• When you order pizza, ask for double the

veggies and half the cheese.

• Supplement your take-out dinner with fruits

and veggies from home.

At the store

• Buy fresh produce, like peaches or bananas, in

varying degrees of ripeness to allow for some

ripening towards the end of the week.

• If fruits and veggies are on special, buy more.

Some freeze well or use them in a dish like soup

or casseroles that can be frozen.

• Don’t shop when you’re hungry and be sure to

carry a list. You’ll be more likely to stick to your

budget and nutritious food choices.

HALF Your PLATE tIps Try these tips to fill half your plate with fruits and veggies.

follow us on @halfyourplate

1/2 cup ( 125 mL) broccoli florets

10 baby carrots

1 Roma tomato

1/2 cup (125 mL) tomato juice

1/2 of a baked sweet potato

1 ear of corn

1 banana

6 strawberries

1 plum,

20 grapes

1 apple

1 peach

oF vegetAbles

oF fruIt1one

s e r v I ng

ChiLdrEn Male Female

Age 2-3 4 servings 4 servings



TEEns Male Female

14-18 8 servings 7 servings

AduLTs Men Woman

Age 19-50 8-10 servings 7-8 servings

Age 51+ 7 servings 7 servings

follow us on

@halfyourplate

mAke A heAlthy choIce!

An easy rule is to fill Half Your Plate with fruits and veggies at every meal.

1one

s e r v I ng

9


SECTION 5.4

APPLICATIONS | SHELF TALKER

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