Brand Guide 2

The Default Is Changing

Brand Guide 3

Table of Contents

4. Introduction

5. Adjectives

6. Moodboard

7. Logo & Secondary Mark

10. Type System

12. Color Palette

14. Imagery

18. Final Comments

Table of Contents

Brand Guide 4

Our culture is shifting toward greater acceptance of plant-based

eating. The more we see plant-based foods presented as the default,

wherever we eat, the more it reshapes our thinking about what a

"normal" meal can look like. Whether it’s at a dinner table or in a

dining hall, how we are presented food plays a big role in what we

choose to eat. DefaultVeg relies on "nudges" to inspire all of us to

choose delicious food that’s better for the planet and us.

DefaultVeg is simple — make plant-based foods the default while

still preserving freedom of choice to opt in for animal products.

It’s inclusive, will reduce your carbon footprint, increase the

healthfulness of your meals, and diversify your recipe collection.

Introduction

Brand Guide 5

Inclusive

Radical

Simple

ADJECTIVES: VALUE PROPOSITIONS

Adjectives

Brand Guide 6

Moodboard

Brand Guide 7

SECONDARY MARK

The rotated "V" points towards the right (90o counter-clockwise) to also give a sense of forward movement and change. Alternatively, it

can be seen as plant-based foods being "greater than."

PRIMARY LOGO

The lighter weights that make up "Default" moving towards the wider, bolder and impactful "Veg" is an intentional nod to the forward momentum

of the movement and plant-based foods becoming the default.

Logo & Secondary Mark

Brand Guide 8

1.5”w100px

2.5”w175px

3.5”w245px

0.5”w35px

1”w72px

1.5”w108px

PRIMARY LOGO SIZING

SECONDARY MARK SIZING

Logo & Secondary Mark

Brand Guide 9Logo & Secondary Mark

The Primary Logo should never be squished, stretched or broken up, whether by stacking or other method. It should always

remain as an inline lockup.

The Secondary Mark should always be "pointing" to the right and not rotated in any other form, even at an angle.

Brand Guide 10Type System

PRINTHeadline: Gotham BoldBody Copy: Karla Regular

WEB (Typekit)Headline: Proxima Nova Extra BoldBody Copy: Basic Sans Regular

Brand Guide 11Type System

Headline One

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut

labore et dolore magna aliqua. Sit amet nisl purus in mollis nunc. Lectus proin nibh nisl condi-

mentum. Nulla facilisi etiam dignissim diam quis enim lobortis. Ut diam quam nulla porttitor

massa id neque aliquam vestibulum. Quam lacus suspendisse faucibus interdum posuere lorem

ipsum dolor sit. Aliquam vestibulum morbi blandit cursus. Natoque penatibus et magnis dis par-

turient. Cras adipiscing enim eu turpis egestas pretium. Ut faucibus pulvinar elementum integer

enim neque volutpat ac tincidunt. Massa eget egestas purus viverra accumsan in. Duis ultricies

lacus sed turpis tincidunt id. Commodo nulla facilisi nullam vehicula ipsum a arcu. Feugiat scel-

erisque varius morbi enim nunc faucibus a pellentesque sit. Eu ultrices vitae auctor eu augue ut.

Eleifend donec pretium vulputate sapien nec sagittis aliquam. Nisl suscipit adipiscing bibendum

est ultricies. Ultricies lacus sed turpis tincidunt. Ut enim blandit volutpat maecenas volutpat.

Headline Two

Sed enim ut sem viverra aliquet. Aliquam eleifend mi in nulla. Sit amet massa vitae tortor condi-

mentum. Congue nisi vitae suscipit tellus mauris a diam. Feugiat in ante metus dictum at tempor

commodo. Condimentum vitae sapien pellentesque habitant morbi tristique senectus. Tempor

commodo ullamcorper a lacus vestibulum sed arcu non odio. Nibh praesent tristique magna sit

amet. Diam vulputate ut pharetra sit amet aliquam id diam. Libero id faucibus nisl tincidunt eget

nullam. Etiam dignissim diam quis enim lobortis scelerisque fermentum dui faucibus. Platea

dictumst vestibulum rhoncus est pellentesque elit ullamcorper. In massa tempor nec feugiat nisl

pretium fusce id. Cursus vitae congue mauris rhoncus aenean vel elit scelerisque. Nulla facilisi

morbi tempus iaculis urna id volutpat lacus laoreet.

Proin fermentum leo vel orci porta non pulvinar neque. Sed augue lacus viverra vitae congue eu

consequat ac. Id interdum velit laoreet id. Egestas sed tempus urna et pharetra pharetra massa

massa ultricies. Amet tellus cras adipiscing enim. Elementum integer enim neque volutpat ac

tincidunt vitae semper quis. Mi quis hendrerit dolor magna eget est. Quis ipsum suspendisse

ultrices gravida dictum fusce. Pretium viverra suspendisse potenti nullam ac tortor vitae purus

faucibus. Euismod elementum nisi quis eleifend quam.

Sincerely,

DefaultVeg

Letter-sized Sample Document (not to scale)

Gotham Bold16pt

Optical

Karla Regular10pt / 1.5x Line Spacing

Optical

Brand Guide 12Color Palette

CMYK: 59, 2, 24, 0RGB: 94, 194, 199Hex: #5ec1c7

CMYK: 70, 56, 51, 28RGB: 77, 87, 92Hex: #4c565b

CMYK: 6, 44, 45, 0RGB: 232. 158, 133Hex: #4f6140

CMYK: 6, 44, 45, 0RGB: 232. 158, 133Hex: #e89e84

CMYK: 100, 90, 35, 32RGB: 8, 41, 89Hex: #082a59

CMYK: 16. 38, 100. 1RGB: 214, 158, 36Hex: #d69e24

PRIMARY COLOR PALETTE

SECONDARY COLOR PALETTE

Brand Guide 14Imagery

Images should be treated with duotone using the DefaultVeg color palette. Photos that work the best in duotone have a higher contrast between light and dark fields

as well as using colors that have a high enough contrast between them.

Duotone images should be used in a considered and discretionary manner to make sure it doesn’t become overused within a single instance.

Brand Guide 15Imagery

White primary message preferable over duotone photos to provide the most legibility.

However secondary messaging can be in one of the colors used in the images’ duotone treatment for a more understated effect.

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Brand Guide 16Imagery

Duotone images should not use colors that are too similar in lightness / darkness.

Brand Guide 17

Tell Your Story

Change the

World

Imagery

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Brand Guide 18

These guidelines are relatively flexible to allow for brand growth and should provide the tools necessary for creative freedom while still making sure the DefaultVeg brand looks its best across all applications.

Branding & Design by Belin Liu

Final Comments

Amplify the Change

© DefaultVegSalt Lake City, Utah

USA