Harbor Banks Brand GuidelinesAugust 8, 2012 Draft 1.2 RB

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Quick Tip

This logo should be reproduced in full color wherever possible.

LOGO

Logo

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PROTECTED SPACE & MINIMUM SIZE

Protected Space & Minimum Size

To maintain the integrity of this brand across all applications it is important to abide by the rules laid out in these guidelines starting with the protected space and minimum size. The primary logo with the fish should appear no smaller than 2.5 inches in size in any application. Always respect the clear space around the logo; it should always measure at least half the height of the fish for the primary logo, or the height of the “B” in “Harbor” of the logo.

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5Incorrect use of the Logo

INCORRECT USE OF THE LOGO

Do not change the color. Do not add a drop shadow. Do not rotate the logo.

Do not remove or change the graphics elements.

Do not disproportionately scale.

Do not skew.

Do not place on top of busy photography or background color.

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PRIMARY COLOR PALETTE

Primary Color Palette

Navy blue suggests trustworthiness, dependability and commitment. Light blue adds a punch of freshness and excitement.

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Quick Tip

Keep a Pantone chip handy when reviewing draw- downs or providing print specs— Harbor Banks red shifts easily and a target color should always be provided as reference.

PRIMARY COLOR PALETTE

PANTONE 541 C

C: 100M: 87Y: 23K: 8

R: 33G: 63B: 123

HTML: #213f7b

PANTONE 543

C: 41M: 11Y: 0K: 0

R: 143G: 195B: 234

HTML: #8fc3ea

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Quick Tip

When selecting imagery or when planning a shoot, opt for high quality photography with simple propping and ultimate appetite appeal.

PHOTOGRAPHY

Photography

Harbor Banks’ food imagery is light and refreshing. Often paired with salads and fresh greens the lighting is airy and soft.

Delicious food and professional kitchen photography is a very important part of every brand when designing collateral and print ads. It is essential that it look appealing and fresh with food that is always plated on white. Pay close attention to food styling; the food should look like it was prepared in a restaurant by an experienced chef, not a home-cooked meal.

Harbor Banks’ images should be photographed with a short depth of field for a soft-focus background. This effect may be achieved in post.

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PHOTOGRAPHY

ingredient or flavor story. Always choose the freshest and least processed imagery of raw food ingredients to reinforce the quality message. Food should be photographed with bright, airy lighting and retouched to eliminate shadows and distracting imperfections.

Delicious food photography is a very important part of every brand when designing collateral and print ads. It is essential that it look appealing and fresh. Food imagery should look like it was prepared in a restaurant by an experienced Chef, not a home-cooked meal. Raw food ingredients are also acceptable and may be used to tell an

Images are illustrative of visual styling, and are not indicative of product categories.

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TYPOGRAPHY

Typography

Trade Gothic is Harbor Banks’ primary typeface. It is highly legible—a sturdy workhorse in the font world.

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Quick Tip

Trade Gothic is a clean, modern typeface that should be set classically— always avoid any extreme tracking or disproportional scaling.

TYPOGRAPHY

Typography

Trade Gothic MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Trade Gothic BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Trade Gothic Bold No. 2ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Trade Gothic Condensed No. 18ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Trade Gothic Bold Condensed No. 20ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

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SELL SHEETS

Introducing Brand Sell Sheets

In order to create a system for presenting USF brands in compelling sell sheets, use this example to understand how imagery and information work together.

By using this example, all USF brands will be represented in their best light, clearly conveying that we are first in food.

Consistency is the driving force for brand longevity.

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SELL SHEETS

For more information about Harbor Banks® products, visit www.usfoods.com or contact your local US Foods representative. 06-2012 © 2012 US Foods

With its full selection of frozen fish and seafood, including convenient, value-added varieties, Harbor Banks® offers a flavorful experience, raising the bar for quality products by meeting or exceeding industry standards. We promise safety and integrity while striving to maintain sustainability. Our catches from domestic and international waters are the perfect foundation for your customized fish and seafood menu creations.

CatChing quality arOund the wOrld

A-Code Product Description Pack Size

1980044 Calamari Rings 4/2.5 lb.

1982115 Calamari Fries 4/2.5 lb.

Product Inspiration

When you think of Mediterranean cuisine, the delectable crunchiness of calamari, or fried squid, quickly springs to mind. Vivid images of chefs preparing their unique version of the delicacy take you back to Italy or Greece. And now America.

With their crunchy exterior and tender interior, our hand-breaded, fresh-crumb calamari rings and fries are as close to chef made as can be – using the same simple, quality ingredients that you would in your own kitchen – all while saving you hours of preparation time.

Features/Benefits

• Traditionally made fresh crumb produces a light brown, crunchy coating and soft but firm texture inside

• Wild-caught off the coasts of Mexico and New Zealand and breaded by hand the way you would do it yourself…a first in foodservice

• Easy and quick to prepare in 60 to 90 seconds

• Comes frozen, allowing you to use only what you need; no waste

• Ready to deep fry for multiple menu options

Ideal Use

• Appetizers• Entrées• Side dishes• Hors d’oeuvres

Calamari rings Or Fries Breaded by hand using only fresh, flavorful crumbs, our wild-caught calamari is prepared just like you would if you had the time, producing the same light brown, uniquely shaped crunchy coating and a tender interior – without all the effort.

Image side

Info side

Branding (always on the left for sell sheets)

Three sections for copy:• Product Inspiration• Features/Benefits• Ideal Use• Recipe

Note: This layout can also go to a 3 column split if a recipe is not applicable.

Beautiful food image

Tables have three sections: • A-Code, • Product Descriptions • Pack Size

Product name and descriptor.

The positioning of the logo, contact info and copyright line are static on all sell sheets.

This section is consistent on all sell sheets. It reinforces our brand promise.