Brand Identity and Style Guidelines
Transcript Of Brand Identity and Style Guidelines
Quick Reference Guide
Brand Identity and Style Guidelines
Updated January 2021
Quick Reference Guide Overview
Our brand is represented by many people, across many organizations. To quickly assist anyone who is writing and communicating on behalf of the brand we have compiled the key elements into this Quick Reference Guide.
Further usage examples and rationale for each element can be found in the longer format Brand Guideline. We highly recommend that you familiarize yourself with the full guidelines before using the Quick Reference Guide.
Alaska Seafood Marketing Institute Brand Guidelines
We get excited about our wild and sustainable seafood, and it shows in our
communication.
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2
Our Brand Story In One Sentence
Generations of Alaska fishermen and fishing families work side by side among the rugged, pristine beauty of the last frontier to responsibly harvest the world’s finest wild seafood.
Alaska Seafood Marketing Institute Brand Guidelines
Our Brand Personality
Passionate
V I B R A N T, ENTHUSIASTIC, AND HARD-WORKING, BUT NEVER OVER THE TOP
Experienced
SMART AND KNOWLEDGEABLE, BUT NEVER A KNOW-IT-ALL
Honest
TRANSPARENT AND DEDICATED TO CONTINUOUS IMPROVEMENT, BUT NEVER COMBATIVE
Confident
STRONG AND PROUD, BUT NEVER ARROGANT
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3
Our Voice
Our voice is an external reflection of our personality and represents how we should sound in every element of our brand dialog and messaging. The following voice guidelines help us create a consistent tone throughout all of our communication.
01 W e love what we do and it shows.
02 We are proud.
03 We’re never too formal or stuffy.
04 W e’re never boastful, we are here to help.
05 W e keep it personal.
06 W e keep it SIMPLE.
07 We let flavor lead the way.
08 W e TALK about what we are, never about what we aren't.
Alaska Seafood Marketing Institute Brand Guidelines
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4
Alaska Seafood Logo: Consumer-facing
VERTICAL
HORIZONTAL
Color
One Color
Reversed
This is the primary logo used for Alaska Seafood consumer-facing products & brand communications. The versions here allow for a variety of uses, including packaging, web and digital.
Use of the Alaska Seafood logo requires approval which may be obtained by contacting ASMI directly.
For further options and more details on the logo in use, please refer to the full brand guide.
Alaska Seafood Marketing Institute Brand Guidelines
Enclosed
S TA C K E D
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5
Incorrect Use of The Logomark
A. Do not alter, change or add other elements to the logo.
B. Do not alter the dimensions, skew, or rotate the logo or elements.
C. Do not change the typeface.
D. Do not use the logo smaller than the recommended size. Refer to the complete brand guide.
E. Do not change the colors.
WILD-CAUGHT
F. Do not add extra wording to the logo.
Alaska Seafood Marketing Institute Brand Guidelines
G. Do not use the logo on a busy or low contrast background.
H. Do not apply any filter affects to the logo, i.e. drop shadow or glow.
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6
Primary Fonts
Main Headline
Pluto Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 .,/;’[]\=-()*&^%$#@ !~`<>?:”{}|+–_
Pluto Sans Light Pluto Sans Light Italic
Pluto Sans Regular Pluto Sans Italic
Pluto Sans Medium Pluto Sans Medium Italic
Pluto Sans Bold Pluto Sans Bold Italic
Pluto Sans Heavy Pluto Sans Heavy Italic
Pluto Sans Black Pluto Sans Black Italic
Sub-headline / Substitute Headline
True North
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 .,/;’[]\=-()*&^%$#@ !~`<>?:”{}|+– _
True North True North black
True North Inline True North Inline Black
True North rough True North rough Black
Body Copy
Arquitecta
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 .,/;’[]\=-()*&^%$#@ !~`<>?:”{}|+–_
Arquitecta Light Arquitecta Light Italic
Arquitecta Regular Arquitecta Italic
Arquitecta Medium Arquitecta Medium Italic
Arquitecta Bold Arquitecta Bold Italic
Arquitecta Heavy Arquitecta Heavy Italic
Arquitecta Black Arquitecta Black Italic
Pluto Sans is an informal, but straight forward geometric sans serif. This contemporary type family compliments Alaska Seafood's personality by providing a personal, yet honest voice.
It is used for headings and hero typography throughout the brand. The wide letterforms and open tracking, evoke a sense of freedom and space.
This vintage inspired, all-caps font may be a little rough around the edges, but carries a playful spirit. Its hand drawn design conveys a sense of adventure and the great outdoors.
It is used for secondary headings and in some cases a substitute for the hero typography to covey the wild and natural nature of the brand.
Arquitecta mixes a rational geometric typeface with humanist proportions suitable for text layout and continuous reading. Its rounded appearance promotes an inviting and approachable feel, allowing the human nature of the brand to shine through.
It is used for all secondary and body copy. A variety of weights allows the brand to communicate expressively.
Alaska Seafood Marketing Institute Brand Guidelines
QUICK REFERENCE GUIDE
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Color Palette
Our color palette is a fundamental component of the Alaska Seafood brand. It’s used to capture the essence of who we are and set the tone for how different audiences perceive us.
Our palette is made up of six tones, which are inspired by Alaska's natural environment. The individual tones within the palette have been carefully selected to complement each other and allow for versatility in designs. Above all, the tones support the underpinning values of the Alaska Seafood brand.
P R I M A RY
ACCENT
The various color numbers shown are for different production processes.
PMS – are also called “spot” colors, used for “one-color” processes.
CMYK – profile is for printing with inkjet and “process” printers.
RGB – is the color profile used for screens and monitors and anything web-related or digital.
HEX – is the color profile used for screens and monitors and anything web-related or digital.
PMS 7694 CMYK 100, 80, 30, 16 RGB 10, 66, 111 HEX #0A426F
PMS 563 CMYK 60, 5, 36, 0 RGB 101, 186, 175 HEX #65BAAF
PMS 7690 CMYK 88, 48, 14, 0 RGB 0, 117, 169 HEX #0075A9
SUPPORTING
PMS 166 CMYK 5, 82, 100, 0 RGB 230, 83, 0 HEX #E65300
PMS 2905 CMYK 42, 8, 0, 0 RGB 141, 198, 232 HEX #8DC6E8
PMS 5455 CMYK 25, 13, 11, 0 RGB 190, 204, 213 HEX #BECCD5
Alaska Seafood Marketing Institute Brand Guidelines
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8
Photography/ Video
Vibrant and captivating photography is an important part of the Alaska Seafood brand. The overall photographic look is a blend of food and wild Alaska imagery to tell a multidimensional story.
IMAGERY USED BY ALASKA SEAFOOD
• Has character and authenticity • The food is pure, delicious and adventurous • Should not look like advertising imagery • Is visually compelling, engaging and consistent • Demonstrates credibility • Shows an overwhelming respect for
the ocean and all its creatures
• Suggests an active place, rather than a static place • Is diverse. It does not suggest the stereotypical
image of Alaska, standard food and dining and not simply one or two cultures, but many
Alaska Seafood Marketing Institute Brand Guidelines
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|
9
General Writing Guidelines
Alaska vs. Alaskan
• Alaska: the state, and an adjective. Alaska vacation, Alaska lake, Alaska seafood. Wild Alaska seafood is a healthy addition to your menu!
• Alaskan: a noun referring to a person who lives in Alaska. Never an adjective except in a proper name. Alaskans who have lived in the Last Frontier until a ripe old age are sometimes called ‘sourdoughs.’
Alaska Seafood vs. Alaska seafood
• Alaska Seafood refers to the brand representing seafood from Alaska; the Alaska Seafood brand. Alaska Seafood is the #1 ranked brand on menus.
• Alaska seafood refers to the seafood from Alaska; the fish and shellfish harvested in Alaska. Alaska seafood is caught in Alaska and tastes great.
acronyms
For clarity, avoid using acronyms that are industryspecific. Spell out all but universally accepted and understood acronyms (see list below) in the first usage.
AP style
ASMI uses AP style except where noted. Writing should be clear, use active voice, and support the brand. Keep your audience in mind.
brand tone
The ASMI brand tone is helpful and informative, not boastful. We are proud of Alaska and always seek to speak about what we are, never about things we are not.
capitalization
Proper nouns, like Dungeness crab, Alaska pollock or Chinook salmon, should be capitalized in all instances. All other species names (salmon, halibut, crab) should be lowercase.
Chinook vs. chinook
Chinook salmon is capitalized. Alaska king (or Chinook) salmon are the largest species of salmon from Alaska.
commas
Use commas to separate elements in a series, but do not put a comma before the conjunction in most simple series. Include a final comma in a simple series if omitting it could make the meaning unclear.
fillet vs. filet
Fillet is the preferred term. Both a noun and a verb. (“Filet” is the French spelling of the term and in English is generally used in reference to cuts of meat; petit filet.)
fisherman vs. fisherwoman
Fisherman is the acceptable and preferred term for a person who fishes. While fisherwoman is occasionally used, fisher is more versatile. Or use a plural alternative for both genders: fishermen and women.
lists
Bullets are acceptable to ASMI to introduce individual sections of a list. Capitalize the first word following the bullet. Use periods, not semicolons, at the end of each section, whether it is a full sentence or a phrase Use parallel construction for each item in a list.
Magnuson-Stevens Act
The Magnuson-Stevens Fishery Conservation and Management Act, commonly known as the Magnuson-Stevens Act, is the primary law governing marine fisheries management in U.S. federal waters. Magnuson-Stevens Act is acceptable.
Native vs. native
• A laska Native: when capitalized, refers to an Alaskan who is either Northwest Coast Indian, Inupiat, Yupik, Aleut or Athabascan. Paul is an Alaska Native whose family has fished together for generations. Many Alaska Native cultures depend on fish and marine life for subsistence.
• n ative Alaskan: when lowercase, refers to a person born in the state who may or may not be an Alaska Native. Samantha is a native Alaskan; she was born in Anchorage and still lives there.
• n on-native Alaskan: someone who was born outside of Alaska but lives there now. Ethan is a non-native Alaskan who was born in Kansas but now lives in Juneau.
Alaska Seafood Marketing Institute Brand Guidelines
programs
Program names (domestic marketing program, ASMI communications program) are not capitalized.
species
Species is both the singular and plural form of the word. “Specie” should not be used.
State of Alaska vs. state of Alaska
• s tate of Alaska: lowercase when referring to the geographical location. The state of Alaska has over 34,000 miles of coastline. • S tate of Alaska: Capitalize when referring to the legal or political entity. The State of Alaska mandates sustainability of renewable resources in its Constitution.
titles
Confine capitalization to formal titles used directly before an individual’s name. Executive Director Kelly Reynolds. Lowercase and spell out titles when they are not used with an individual’s name.
U.S.
Nearly always with periods. The U.S. fisheries are among the best-managed in the world. The exception is headlines.
QUICK REFERENCE GUIDE | 10
Brand Identity and Style Guidelines
Updated January 2021
Quick Reference Guide Overview
Our brand is represented by many people, across many organizations. To quickly assist anyone who is writing and communicating on behalf of the brand we have compiled the key elements into this Quick Reference Guide.
Further usage examples and rationale for each element can be found in the longer format Brand Guideline. We highly recommend that you familiarize yourself with the full guidelines before using the Quick Reference Guide.
Alaska Seafood Marketing Institute Brand Guidelines
We get excited about our wild and sustainable seafood, and it shows in our
communication.
QUICK REFERENCE GUIDE
|
2
Our Brand Story In One Sentence
Generations of Alaska fishermen and fishing families work side by side among the rugged, pristine beauty of the last frontier to responsibly harvest the world’s finest wild seafood.
Alaska Seafood Marketing Institute Brand Guidelines
Our Brand Personality
Passionate
V I B R A N T, ENTHUSIASTIC, AND HARD-WORKING, BUT NEVER OVER THE TOP
Experienced
SMART AND KNOWLEDGEABLE, BUT NEVER A KNOW-IT-ALL
Honest
TRANSPARENT AND DEDICATED TO CONTINUOUS IMPROVEMENT, BUT NEVER COMBATIVE
Confident
STRONG AND PROUD, BUT NEVER ARROGANT
QUICK REFERENCE GUIDE
|
3
Our Voice
Our voice is an external reflection of our personality and represents how we should sound in every element of our brand dialog and messaging. The following voice guidelines help us create a consistent tone throughout all of our communication.
01 W e love what we do and it shows.
02 We are proud.
03 We’re never too formal or stuffy.
04 W e’re never boastful, we are here to help.
05 W e keep it personal.
06 W e keep it SIMPLE.
07 We let flavor lead the way.
08 W e TALK about what we are, never about what we aren't.
Alaska Seafood Marketing Institute Brand Guidelines
QUICK REFERENCE GUIDE
|
4
Alaska Seafood Logo: Consumer-facing
VERTICAL
HORIZONTAL
Color
One Color
Reversed
This is the primary logo used for Alaska Seafood consumer-facing products & brand communications. The versions here allow for a variety of uses, including packaging, web and digital.
Use of the Alaska Seafood logo requires approval which may be obtained by contacting ASMI directly.
For further options and more details on the logo in use, please refer to the full brand guide.
Alaska Seafood Marketing Institute Brand Guidelines
Enclosed
S TA C K E D
QUICK REFERENCE GUIDE
|
5
Incorrect Use of The Logomark
A. Do not alter, change or add other elements to the logo.
B. Do not alter the dimensions, skew, or rotate the logo or elements.
C. Do not change the typeface.
D. Do not use the logo smaller than the recommended size. Refer to the complete brand guide.
E. Do not change the colors.
WILD-CAUGHT
F. Do not add extra wording to the logo.
Alaska Seafood Marketing Institute Brand Guidelines
G. Do not use the logo on a busy or low contrast background.
H. Do not apply any filter affects to the logo, i.e. drop shadow or glow.
QUICK REFERENCE GUIDE
|
6
Primary Fonts
Main Headline
Pluto Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 .,/;’[]\=-()*&^%$#@ !~`<>?:”{}|+–_
Pluto Sans Light Pluto Sans Light Italic
Pluto Sans Regular Pluto Sans Italic
Pluto Sans Medium Pluto Sans Medium Italic
Pluto Sans Bold Pluto Sans Bold Italic
Pluto Sans Heavy Pluto Sans Heavy Italic
Pluto Sans Black Pluto Sans Black Italic
Sub-headline / Substitute Headline
True North
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 .,/;’[]\=-()*&^%$#@ !~`<>?:”{}|+– _
True North True North black
True North Inline True North Inline Black
True North rough True North rough Black
Body Copy
Arquitecta
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 .,/;’[]\=-()*&^%$#@ !~`<>?:”{}|+–_
Arquitecta Light Arquitecta Light Italic
Arquitecta Regular Arquitecta Italic
Arquitecta Medium Arquitecta Medium Italic
Arquitecta Bold Arquitecta Bold Italic
Arquitecta Heavy Arquitecta Heavy Italic
Arquitecta Black Arquitecta Black Italic
Pluto Sans is an informal, but straight forward geometric sans serif. This contemporary type family compliments Alaska Seafood's personality by providing a personal, yet honest voice.
It is used for headings and hero typography throughout the brand. The wide letterforms and open tracking, evoke a sense of freedom and space.
This vintage inspired, all-caps font may be a little rough around the edges, but carries a playful spirit. Its hand drawn design conveys a sense of adventure and the great outdoors.
It is used for secondary headings and in some cases a substitute for the hero typography to covey the wild and natural nature of the brand.
Arquitecta mixes a rational geometric typeface with humanist proportions suitable for text layout and continuous reading. Its rounded appearance promotes an inviting and approachable feel, allowing the human nature of the brand to shine through.
It is used for all secondary and body copy. A variety of weights allows the brand to communicate expressively.
Alaska Seafood Marketing Institute Brand Guidelines
QUICK REFERENCE GUIDE
| 7
Color Palette
Our color palette is a fundamental component of the Alaska Seafood brand. It’s used to capture the essence of who we are and set the tone for how different audiences perceive us.
Our palette is made up of six tones, which are inspired by Alaska's natural environment. The individual tones within the palette have been carefully selected to complement each other and allow for versatility in designs. Above all, the tones support the underpinning values of the Alaska Seafood brand.
P R I M A RY
ACCENT
The various color numbers shown are for different production processes.
PMS – are also called “spot” colors, used for “one-color” processes.
CMYK – profile is for printing with inkjet and “process” printers.
RGB – is the color profile used for screens and monitors and anything web-related or digital.
HEX – is the color profile used for screens and monitors and anything web-related or digital.
PMS 7694 CMYK 100, 80, 30, 16 RGB 10, 66, 111 HEX #0A426F
PMS 563 CMYK 60, 5, 36, 0 RGB 101, 186, 175 HEX #65BAAF
PMS 7690 CMYK 88, 48, 14, 0 RGB 0, 117, 169 HEX #0075A9
SUPPORTING
PMS 166 CMYK 5, 82, 100, 0 RGB 230, 83, 0 HEX #E65300
PMS 2905 CMYK 42, 8, 0, 0 RGB 141, 198, 232 HEX #8DC6E8
PMS 5455 CMYK 25, 13, 11, 0 RGB 190, 204, 213 HEX #BECCD5
Alaska Seafood Marketing Institute Brand Guidelines
QUICK REFERENCE GUIDE
|
8
Photography/ Video
Vibrant and captivating photography is an important part of the Alaska Seafood brand. The overall photographic look is a blend of food and wild Alaska imagery to tell a multidimensional story.
IMAGERY USED BY ALASKA SEAFOOD
• Has character and authenticity • The food is pure, delicious and adventurous • Should not look like advertising imagery • Is visually compelling, engaging and consistent • Demonstrates credibility • Shows an overwhelming respect for
the ocean and all its creatures
• Suggests an active place, rather than a static place • Is diverse. It does not suggest the stereotypical
image of Alaska, standard food and dining and not simply one or two cultures, but many
Alaska Seafood Marketing Institute Brand Guidelines
QUICK REFERENCE GUIDE
|
9
General Writing Guidelines
Alaska vs. Alaskan
• Alaska: the state, and an adjective. Alaska vacation, Alaska lake, Alaska seafood. Wild Alaska seafood is a healthy addition to your menu!
• Alaskan: a noun referring to a person who lives in Alaska. Never an adjective except in a proper name. Alaskans who have lived in the Last Frontier until a ripe old age are sometimes called ‘sourdoughs.’
Alaska Seafood vs. Alaska seafood
• Alaska Seafood refers to the brand representing seafood from Alaska; the Alaska Seafood brand. Alaska Seafood is the #1 ranked brand on menus.
• Alaska seafood refers to the seafood from Alaska; the fish and shellfish harvested in Alaska. Alaska seafood is caught in Alaska and tastes great.
acronyms
For clarity, avoid using acronyms that are industryspecific. Spell out all but universally accepted and understood acronyms (see list below) in the first usage.
AP style
ASMI uses AP style except where noted. Writing should be clear, use active voice, and support the brand. Keep your audience in mind.
brand tone
The ASMI brand tone is helpful and informative, not boastful. We are proud of Alaska and always seek to speak about what we are, never about things we are not.
capitalization
Proper nouns, like Dungeness crab, Alaska pollock or Chinook salmon, should be capitalized in all instances. All other species names (salmon, halibut, crab) should be lowercase.
Chinook vs. chinook
Chinook salmon is capitalized. Alaska king (or Chinook) salmon are the largest species of salmon from Alaska.
commas
Use commas to separate elements in a series, but do not put a comma before the conjunction in most simple series. Include a final comma in a simple series if omitting it could make the meaning unclear.
fillet vs. filet
Fillet is the preferred term. Both a noun and a verb. (“Filet” is the French spelling of the term and in English is generally used in reference to cuts of meat; petit filet.)
fisherman vs. fisherwoman
Fisherman is the acceptable and preferred term for a person who fishes. While fisherwoman is occasionally used, fisher is more versatile. Or use a plural alternative for both genders: fishermen and women.
lists
Bullets are acceptable to ASMI to introduce individual sections of a list. Capitalize the first word following the bullet. Use periods, not semicolons, at the end of each section, whether it is a full sentence or a phrase Use parallel construction for each item in a list.
Magnuson-Stevens Act
The Magnuson-Stevens Fishery Conservation and Management Act, commonly known as the Magnuson-Stevens Act, is the primary law governing marine fisheries management in U.S. federal waters. Magnuson-Stevens Act is acceptable.
Native vs. native
• A laska Native: when capitalized, refers to an Alaskan who is either Northwest Coast Indian, Inupiat, Yupik, Aleut or Athabascan. Paul is an Alaska Native whose family has fished together for generations. Many Alaska Native cultures depend on fish and marine life for subsistence.
• n ative Alaskan: when lowercase, refers to a person born in the state who may or may not be an Alaska Native. Samantha is a native Alaskan; she was born in Anchorage and still lives there.
• n on-native Alaskan: someone who was born outside of Alaska but lives there now. Ethan is a non-native Alaskan who was born in Kansas but now lives in Juneau.
Alaska Seafood Marketing Institute Brand Guidelines
programs
Program names (domestic marketing program, ASMI communications program) are not capitalized.
species
Species is both the singular and plural form of the word. “Specie” should not be used.
State of Alaska vs. state of Alaska
• s tate of Alaska: lowercase when referring to the geographical location. The state of Alaska has over 34,000 miles of coastline. • S tate of Alaska: Capitalize when referring to the legal or political entity. The State of Alaska mandates sustainability of renewable resources in its Constitution.
titles
Confine capitalization to formal titles used directly before an individual’s name. Executive Director Kelly Reynolds. Lowercase and spell out titles when they are not used with an individual’s name.
U.S.
Nearly always with periods. The U.S. fisheries are among the best-managed in the world. The exception is headlines.
QUICK REFERENCE GUIDE | 10