BrandGuidelines
This document explains how the branding for Fresh Heights should—and should not—be implemented.
Logo
The logo takes the double 'H' present in the name—FreshHeights— and turns it into a 3D object, highlighting the ability to grow in three dimensions with vertical farming.
The logo can only be used in one of the 3 main brand colours - green, black or white. It must never be used in either of the grey shades. The logo must always be presented in a single one of these colours—never use a mixture of colours for the combination mark.
Logomark
the logomark should only be used where space is restricted. Wherever possible, ensure to use the combination mark while the brand is still new and unfamiliar.
The logomark is created geometrically to ensure it is visually optimal and delivers subliminally.
The logo should always have clear space around it equal to the height of the 'back-leg' of the letter H.
Logotype
The combination mark should be preferred to the logotype (also known as a wordmark) wherever possible to help build brand recognition. The logotype can collapse onto two lines if necessary. It is created using the same typeface as the heading used by the brand, with the following specifications:
- Typeface: Oswald Regular
- Leading: 1
- Tracking: Normal
- Case: Uppercase
Combination Mark
The combination mark should be used wherever possible, with the appropriate layout being chosen for the provided space.
Typography
A classic pairing of a sans-serif compressed typeface for headings and sans-serif typeface for body copy has been chosen. This gives consideration to distinct roles for different elements, contrasting weights to help guide the reader's eye, a good hierarchy with typographic 'color', and complementary moods with varying x-height.
The main typeface used is Raleway which can be found for free at the google font repository. The typeface is also used in the logo. Top level headings are written in Oswald.
Main heading
Secondary heading
Tertiary heading
Body copyBold copyLink (hover me)Visited link (hover me)
Colour Scheme
The colour scheme is minimal, and is used to push a number of narratives.
The advanced technological side of the business can be well represented using clean dark backgrounds to suggest privacy, plenty of white space, and light, contrasting shades. The green highlight represents the energy within, and is an obvious literal link to vegetation. This, combined with the clean, spacious design helps promote the value of organic food.
Inverse Colour Scheme
Documents that may printed or are technical and lengthy in nature are better presented in the traditional "dark-on-light" colour scheme.
The balance of colours chosen means that contrast is assured regardless of the combination used.
To simplify matters, when switching from the normal colour scheme to the inverse, simplay swap the black and white colour roles. Again, green is used sparingly to give it power where it is needed. Where mono-colour printing is required, simply remove the green and replace it with black.
Stationery
Business Cards
Business cards are there to act as a memory for a moment in time.
To help make this moment stand out there exists clear space on the rear of the card to make your mark. It doesn't matter what you write here—an alternative number, a keyword, even a undecipherable squiggle. The act of making that mark is what will trigger the memory of your acquaintance on a more personal level.
Document Templates
The formal document template is adapted from the famous Marber grid (as featured on numerous Penguin book covers) and presents information in the Fresh Heights feeling, simply by using a narrow column of text with plentiful white space to show control.
After the first page, the design reverts to a more traditional full-width text layout.
The slideshow templates contain both normal and inverse Fresh Heights colour schemes.
Brand Family
Coming soon…