True Harvest, Brand and Identity
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Transcript of True Harvest, Brand and Identity
BRAND AND IDENTITY
INTRODUCTIONAEROPONICS
OBJECTIVES
OUTREACH
LOGOOVERVIEW
USAGE
BRANDINGCOLOR
TYPOGRAPHYGRAPHICSOUTREACH
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REAP SYSTEMSYSTEM
GRAPHICS
USAGE
NUTRIENT SOLUTION
CONCLUSION
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NATURAL.
AEROPONICS
HERE IS HOW IT WORKS:
NUTRITIOUS. NONSTOP. NEW.
True Harvest is converting traditional agriculture into aeroponics, the process of
growing plants in air and mist environments without the use of soil.
A. The reservoir
stores the nutrient
solution, a com-
bination of water
and minerals.
B. The pump
pushes the solution
up through a hose.
C. Spray nozzles mist
the exposed roots at
timed intervals.
D. The unused solu-
tion falls back to the
reservoir to be pump-
ed through again.
BA
C
D
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With a light weight,
aeroponics allows
growing systems to
stack and extend.
Aeroponics is 100% organic and incredibly nutritious, yet allows three times as many plant growth cycles and results in crop yields 40 times higher than regular fields.
7INTRODUCTION: AEROPONICS
HERE IS WHY WE NEED IT:
GLOBAL POPULATION GROWTH
The global population is expected to increase from 7 billion to 9 billion by 2050,
with 85% of the population living in cities. This extreme population growth and
urbanization results in deforestation and land that is suboptimal for growing crops.
THE BLUE GOLD
Only 3% of the world’s water is fresh, and much is contaminated through poor
agricultural irrigation techniques. In traditional agriculture, a large amount of water
is also lost to the soil and sun.
BILLION
PEOPLE
IN 2015
BILLION
PEOPLE
IN 2050
IN CITIES
FRESH WATER
Aeroponic gardening is essential to maintaining natural food production not
only in generations to come, but in our lifetime. This impacts us NOW.
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POLLUTION
Transportation of food across countries increases carbon emissions, as well as
decreases the nutritional value and taste of food.
POOR FARMING
Shoddy agriculture and land use results in increased pests and diseases in crops,
as well as increased use of pesticticides, fertilizers, and unnatural growing
techniques that harm humans.
100% HIGHER ROOT OXYGENATION
60% LESS FERTILIZER
98% LESS WATER THAN AGRICULTURE
45–75% GREATER CROP YIELD
80% GREATER BIOMASS
40% LONGER SHELF LIFE
Not only does aeroponics resolve all of these issues, it offers numerous benefits
for plants, providers, and consumers.
9INTRODUCTION: AEROPONICS
Today’s farmer feeds
about 155 PEOPLE
ANNUALLY.
Aeroponics can produce
7 OUNCES OF FRESH FOOD
A DAY FOR 100,000 PEOPLE
in the space of 2 soccer fields.
OBJECTIVES
True Harvest is transforming our methods of food production to provide
organic, nourishing produce in our markets and restaurants, and to resolve food
and water shortages worldwide.
We endeavor:
To CREATE sterile, pest-free, disease-free growing conditions for plants, absent the
use of pesticides and chemical fertilizers.
To lower food miles, producing and distributing food LOCALLY in order to increase
lasting taste and shelf life and to decrease carbon emissions.
To INFORM people of the dangers of population growth and poor agriculture
pertaining to food production.
To PRODUCE 100% organic, nutritious, fuller, delicious tasting food, in turn
improving the quality of life of individuals.
To REGENERATE land by reinventing growing structures, conserving water and
allowing Earth to return to its natural, healthy state.
To offer AFFORDABLE prices for food by producing large quantities for longer
periods of time, still retaining quality.
To ENABLE AND ASSIST impoverished countries to produce ample crops to revive
and sustain their economies.
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We want to encourage people to purchase aeroponically produced goods and products that include them. We aim to motivate agricultural providers and vendors to convert their production methods and buying resources to aeroponics.
13INTRODUCTION: OBJECTIVES
OUTREACH
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For most developing countries, agriculture is the main source of income.
Unfortunately, competition for resources, advanced technology, climate, and
population growth raise the demand for food, resulting in hunger and famine.
GLOBAL POVERTY:
LIVE IN DEVELOPING
COUNTRIES
PEOPLE DO NOT HAVE
ENOUGH TO EAT
ARE FARMERS
IN
BILLION
BILLION
PEOPLE LIVE ON
$1.25 OR LESS
OF WATER IS USED
ON AGRICULTURE
PEOPLE LACK ACCESS
TO CLEAN WATER
DEPEND ON AGRICULTURE
FOR INCOME
15INTRODUCTION: OUTREACH
Aeroponic gardens require nutrient solutions.
At set intervals, aeroponic systems mist the plant roots with a nutrient solution.
Based on the growing stage, the solution includes varying levels of elements.
HERE IS HOW WE CAN HELP:
FROM AIR
AND WATER
carbon
hydrogen
oxygen
PRIMARY
NUTRIENTS
nitrogen
phosphorus
potassium
SECONDARY
NUTRIENTS
calcium
magnesium
and sulfur
MICRO-
NUTRIENTS
iron
zinc
molybdenum
manganese
boron
copper
cobalt
chlorine
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For every REAP Nutrient Solution purchased, True Harvest will donate a portion of its sales towards employing aeroponic growing techniques in impoverished areas of the world.
17INTRODUCTION: OUTREACH
LOGO
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The True Harvest logo embodies the spirit of aeroponics by exhibiting its amazing
ability to grow plants suspended in the air. WIth exposed roots and a small breeze,
the logomark remains in a circle to exemplify a literal true harvest, a constant
growing cycle of rich, nutritious plant production, and a pattern of regenerating
the earth and reaching around the globe.
19LOGO: OVERVIEW
The logomark always appears in a vertical alignment with its logotype and is scaled
proportionally until the logomark reaches a three-quarter inch width. At a three-
quarter inch width, the breeze and root symbols are removed from the mark for
readability. Below half an inch, the logomark appears as a circle absent the logotype.
The logomark primarily appears in dark blue, but it can also appear in any of True
Harvest’s other identified brand colors.
USAGE
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Do not alter rela-
tionship between
mark and type.
Do not scale
disproportionately.
Do not rotate
elements.
Do not use
multiple colors in
mark and type.
21LOGO: USAGE
COLOR
DARK BLUE
PMS 2756
CMYK 100 94 0 29
RGB 28 38 116
ORANGE
PMS 1645
CMYK 0 49 66 0
RGB 247 151 98
GREEN
PMS 361
CMYK 60 0 100 0
RGB 84 185 72
YELLOW
PMS 386
CMYK 6 0 56 0
RGB 244 240 142
AQUA
PMS 3262
CMYK 71 0 33 0
RGB 34 188 185
VIOLET
PMS 259
CMYK 55 100 0 15
RGB 120 29 126
LIGHT BLUE
PMS 3375
CMYK 35 0 25 0
RGB 165 217 201
RICH BLACK
CMYK 100
RGB 0
True Harvest’s colors speak for the growth and bloom of healthy plants. The main
color is dark blue, a bold color that represents air and nature.
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TYPOGRAPHY
The primary typeface, Quicksand, was chosen for its round letterforms and
terminals that match the graphic styling. It is used for headlines.
The secondary typeface, Trade Gothic, used for body copy, was chosen for its
height to symbolize growth.
QUICKSAND
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
TRADE GOTHIC
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Light
ABCDEF
abcdef...
Light
ABCDEF
abcdef...
Regular
ABCDEF
abcdef...
Bold No. 2
ABCDEF
abcdef...
23BRANDING: COLOR, TYPOGRAPHY
GRAPHICS
True Harvest’s graphics are styled with playful, thick, bold lines and rounded
terminals to personify winding stems, full plants, and the joy of delicious food.
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The logomark adopts a number of modifications to label the characteristics of
aeroponic gardening.
Cyclic Root suspension
Nutritious
Water conservation
Growth
25BRANDING: GRAPHICS
PATTERN
True Harvest’s logo has been modified to give a unique identity to its outreach program.
OUTREACH LOGO
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29BRANDING: OUTREACH LOGO
REAP
To create a community of aeroponic providers and consumers, True Harvest has
initiated the Regenerate Earth through Aeroponics Program (REAP) system of
certification.
The REAP system recognizes businesses that grow or sell aeroponically produced
goods or include them in their products. The certification helps consumers identify
these businesses to promote sustainability, eat organically, and support local providers.
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REAP breaks aeroponic produce growers and users into five categories.
True Harvest Providers include farms and gardens that employ their own
aeroponic growing systems to cultivate crops. Their produce is sold to local
vendors for sale in markets and for use in dining and commodities.
True Harvest Markets include outdoor and indoor markets, grocery stores, and
bodegas that stock aeroponically grown produce.
31REAP SYSTEM: SYSTEM, GRAPHICS
True Harvest Made includes brands that use aeroponically grown ingredients in
their products.
True Harvest Dining includes restaurants, cafés, delis, and food trucks that use
aeroponically grown ingredients in their cuisines.
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True Harvest Home is an aeroponic system developed to produce small numbers
of plants in the household. Easy to set up and to maintain, it helps homes grow
their own healthy, organic, envrionmentally-friendly greens.
For each, the mark and the type may appear separately. Do not alter the
relationship between the mark and type when used together. Do not alter the
relationship of the images that make up the mark or of the parts of the type.
33REAP SUSTEM: USAGE
REAP nutrient solution branding follow a simple system of type combined with
imagery. The type may appear without the icons, but the icons must be used
with the type. Do not alter the relationships within the type and between the
type and image.
NUTRIENT SOLUTION
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35REAP SYSTEM: NUTRIENT SOLUTION
The True Harvest brand guidelines are designed to emphasize the qualities of
aeroponics and invite people into the initiative. Please respect the brand, but
take advantage of its flexibility to help True Harvest flourish.
Please direct any questions to [email protected].
CONCLUSION
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