Keeping things fresh.

AUSSIE FARMERS DIRECT

BRAND IDENTITY GUIDELINES
Version 1.1
November 2015

Contents
3

About these guidelines

Committed to our community

Introducing our brandmark

Brandmark variations

Using our brandmark

Slogans we use

10

Digital

11

Colour

12

Typography

13

Brand language

14

Using our brand language

15

Examples of our brand language

17

Brand toolkit

18

Contact

AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES

About these guidelines

At Aussie Farmers Direct, our brand identity
is one of our most important business assets.
It reflects who we are, what we stand for, our
values, personality and our commitment to
our community. More importantly our brand
identity differentiates us in the marketplace
and provides a tangible expression of our
professional approach to business and operations
for our team members, clients and suppliers.
These guidelines have been developed to provide a basic
understanding of the Aussie Farmers Direct brand. They provide
an overview of our core elements and outline the best practice
for achieving consistency across all our communications. It
is imperative theyre followed with accuracy. Please ensure
the correct and appropriate design software is used in the
implementation of our brand identity. If in doubt please contact
the Aussie Farmers Direct Marketing Team for further guidance.

Committed to our community

Aussie Farmers Direct provides a fresher,
fairer, better alternative to the supermarkets
for people who care about where their food
really comes from.
Fresher because we only deliver 100% Australian fresh produce.
Fairer because we put purpose before profit.
Better because we know from our thousands of happy customers
and supporters that love what we do and how we do it.

THE PILLARS OF OUR BRAND ARE:

Purpose: We are determined to drive a fair deal for Aussie
farmers and shoppers and we are committed to helping secure
a healthy, sustainable future for Australian farming.
Quality: We source only genuinely great quality food from
well run and maintained Aussie producers.
Convenience: We constantly innovate our service to ensure
we are the most flexible, intuitive and customer-focused online
food retailer.
Value: Our customers can be confident that we offer great value
for money while ensuring a fair price to farmers and producers.

Introducing our brandmark

The beauty and
simplicity of a pear
serves as the core
foundation to our
iconic brandmark.
As a form it embodies all the
wholesome, generous and
authentic qualities which is so
abundant in the nature of our
products and in our relationship
to our community of farmers,
suppliers and customers.
Our brandmark is the most
visible element in our brand
identity. It should be used
and applied in a consistent
manner in accordance with
these guidelines, across
all applications.

AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES

Brandmark variations
VARIATIONS

MASTER POSITIVE

CORRECT APPLICATION

INCORRECT APPLICATION

MASTER REVERSED

CORRECT APPLICATION

INCORRECT APPLICATION

At present there are two

versions of our brandmark
available for use across all
applications. A positive and
reversed version.
Each version has the ability
to be applied over colour and
imagery. Whilst this allows us
a huge range of flexibility, it is
important to ensure the clarity
and legibility of our brandmark
is never compromised.
Featured opposite are a series
of examples which demonstrate
how our brandmarks can be
correctly applied. An indication
of incorrect application is
also provided.
Please ensure our brandmarks
are only ever reproduced from
the master artwork files.

AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES

Using our brandmark

CLEARSPACE
Our brandmark is strongest
when surrounded by safe
clearspace with no other
elements interfering with or
diverting attention from it.
Ensure that type, imagery or
other graphic elements do not
fall within the clearspace area.
The clearspace is determined
by the height of FARMERS
in our wordmark.

MINIMUM SIZE
Adhering to minimum size
restrictions ensures correct
reproduction and legibility
in all applications.
Shown opposite are the
minimum size restrictions for
print and digital applications
for our brandmark.

9mm
60px

Clearspace

AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES

9mm
60px

Minimum Size

Using our brandmark

INCORRECT USAGE
1

Do not substitute our wordmark

with another typeface.

Do not stretch or distort our

brandmark in any way.

Do not rotate our brandmark.

Do not use our pear symbol as a

graphic without our wordmark.

Do not change the proportional

or positional relationships of the
brandmark elements.

Do not apply our wordmark

within another silhouette.

Do not create new versions

of our brandmark.

Do not separate our wordmark

and pear symbol.

Do not change the colour

of our brandmark.

10

11

12

AUSSIE

FARMERS

Direct

10 Our wordmark should never take

on the appearance of a coloured

background or image.
11 Do not crop our brandmark

or compromise its legibility

in any way.
12 Always choose the most

appropriate version of our

brandmark for application.
Ensure there is a good contrast
between the background and
our brandmark.

AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES

Slogans we use
The personality of our brand
is bold, fun, fair minded and
collaborative. We must always
try to emphasise that our fresh
produce is 100% Australian. As
a result the following lines have
been developed as preferred
slogans to help communicate
our message of authenicity:
Shop fair. Eat fresh.
All our fresh food is
100% Australian. Guaranteed.
Featured oppposite is an
example of how you may apply
these slogans in combination
with our brandmark. These
examples are shown here as
an illustration only and do
not indicate a set approach to
application. Always consider
the end format and the
intention of the application
before committing to any one
of these defined lock-ups.

AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES

HASHTAGS AND HANDLES

Approved hashtags

Shop fair.
Eat fresh.

#AussieFarmersDirect
#Digin
#ShopfairEatfresh
Approved handles

@AussieFarmersDirect
@AussieFarmersD
As hashtags and handles
play an increasing role in our
presence online, the examples
above illustrate a few preferred
options for use across our social
media accounts.

All our fresh food

is 100% Australian.
Guaranteed.

Digital

10

THE FOUNDATION OF OUR BUSINESS

Example 1: Facebook Profile

Today the multitude of digital

channels on offer, enables more
ways than ever to communicate
with our customers. The nature
of this digital presence means
our brandmark needs to
withstand the rigour of many
different websites, platforms
and devices. It is critical to
ensure our brand looks its
best regardless of where
or how its being viewed.

In instances where the end

placement results in our
brandmark sitting over a busy
image, then regular clear
space rules apply. Here on our
Facebook page our brandmark
sits on a white background over
an image, so it is important that
clear space rules are considered.

APPLYING OUR BRANDMARK

TO SQUARE FORMATS
It is common in most digital
environments for our brandmark
to be featured within a square
holding shape. This could include
anything from a profile image
to a favicon.
The conditions surrounding
the final placement of our
brandmark, will ultimately
determine our approach to
creating a suitable file. Featured
opposite are a couple of
examples of two alternative
approaches that apply our
brandmark to create the
best possible result.

AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES

Example 2: Website Logo

On our website, the placement
area for our brandmark sits
over a pastel background.
Since there are no interferring
objects or graphics on this
background, our brandmark
can sit comfortably at the
maximum possibe size within
a transparent PNG square.
Here it has been positioned to
the far left of its holding box
to assist an alignment with
the menu options.

Colour
VIBRANT AND VITAL
Colour plays a critical role in
our experience of the Aussie
Farmers Direct visual identity.
Bright, vibrant, expressive
our unique colour palette is
a reflection of the diversity,
charm and personality that
is so inherent in our brand.
Featured opposite is a range
of specifications which are
critical to ensuring our brand
colours maintain a consistency
across all applications.
Primary Palette
Our primary palette has been
established as a core range of
brand colours. These serve as
a foundation set only and do
not maintain exclusivity or
precedence for use across all
our brand applications.
Secondary Palette
Our secondary palette offers a
greater spectrum of colour to
work with. It is typically used
across all our promotional and
campaign driven collateral.
With time, it has the opportunity
to evolve and transform.

AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES

11

PRIMARY PALETTE
CMYK

CMYK

CMYK

CMYK

0, 22, 90, 0

45, 0, 100, 0

0, 80, 55, 0

50, 0, 13, 0

RGB

RGB

RGB

RGB

RGB

0, 0, 0

255, 201, 50

154, 202, 60

241, 91, 97

118, 206, 217

WEB

WEB

WEB

WEB

WEB

#000000

#FFC932

#9ACA3C

#F15B61

#76CED9

PMS

PMS

PMS

PMS

PMS

Process Black C

123 C

376 C

198 C

305 C

CMYK
0, 0, 0, 100

SECONDARY PALETTE

CMYK

CMYK

CMYK

CMYK

CMYK

CMYK

CMYK

CMYK

10, 90, 65, 0

0, 55, 100, 0

0, 73, 20, 0

15, 60, 0, 0

60, 0, 45, 0

72, 0, 90, 0

90, 60, 0, 0

100, 77, 28, 12

RGB

RGB

RGB

RGB

RGB

RGB

RGB

RGB

219, 65, 82

246, 139, 31

241, 107, 143

209, 128, 181

98, 195, 165

69, 183, 87

22, 103, 178

13, 73, 121

WEB

WEB

WEB

WEB

WEB

WEB

WEB

WEB

#DB4152

#F68B1F

#F16B8F

#D180B5

#62C3A5

#45B757

#1667B2

#0D4979

PMS

PMS

PMS

PMS

PMS

PMS

PMS

PMS

186 C

151 C

1915 C

245 C

333 C

361 C

285 C

654 C

Typography
ITC American Typewriter and
Giorgio Sans have been selected
as our two primary typefaces and
should be used across all brand
applications.
Each has been chosen as a
contrast to the other and enables
us the opportunity utilise their
characterful traits depending on
the message and subject matter
of our communications.
ITC American Typewriter is full
of character and personality. It
enables us to communicate the
authenticity of our offer with all
the personality and charm that
our brand exudes. In contrast,
Giorgio Sans being a tall,
condensed typeface, delivers
on credibility and assurance.
In the event our primary brand
typefaces are not available
(eg. for our website), we have
specified Oswald and Roboto
Slab as appropriate alternatives.
Both are available from Google
fonts.
For internal applications where
our brand typefaces are
unavailable (eg Word, email etc.),
the Arial standard system font set
is the most suitable replacement.

12

PRIMARY BRAND TYPEFACES: For use across all applications

ITC American Typewriter Authentic conversation

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*()_+
Giorgio Sans Credibility

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()_+
DIGITAL BRAND TYPEFACES: For use on our website
Oswald

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*()_+

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*()_+

INTERNAL TYPEFACE: For use on internal documents only

Arial

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789!@#$%^&*()_+

AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES

Roboto Slab

Brand language

13

Our brand visual language

makes use of a range of iconic
silhouettes, which are of objects
and subject matter related to
our business.
They offer a simple and flexible
graphic look which is immediately
recognisable and enables us
a great deal of opportunity to
create strong, consistent brand
applications with confidence
and ease.
Featured opposite is a range
of silhouettes which have been
developed as artwork files and
are available for immediate use.

Farmer fresh
direct to
your door

The range featured here serves

as a solid foundation for new
applications, however it is
important to encourage the
development of new silhouettes
to ensure of our brand look
stays relevant and fresh.

Never
mind the
milkman,
heres
Aussie
Farmers

Season
fresh

Juicy &
plump

AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES

100%
Aussie
fresh food.
Guaranteed

Packed with
Goodness

Using our brand language

14

The implementation of our brand

silhouettes into our communications
is intended to be a simple and
flexible process that enables
creativity whilst maintaining
an effective consistency across
all applications.
Achieving an effective application
will come down to implementing
a few basic principles:

The freshest,
tastiest,
most delicious,
mouth watering,
heavenly, locally
grown produce
of the highest quality,
has arrived...
and is right here.

1. Use a strong, instantly

recognisable silhouette
2. Include a punchy copy line
3. Introduce a bold background
colour

Whip
it good!

Featured opposite are a few

additional points which build
on these basic principles and
help to identify some key points
which should be considered when
developing communications.

5 NEW BAKING
IDEAS YOU NEED
TO TRY

AUSSIEFARMERS.COM.AU

ITC American
Typewriter is our
preferred typeface
for communication
headlines. Giorgio
Sans can be used
as a contrast for
secondary lines.

AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES

Depending on the
application, ensure
the headline is short,
smart and concise.
Have fun with it,
as this is a prime
opportunity to inject
wit and personality
to help capture
attention.

Consider the
weighting of our
brandmark against
the silhouette.
Theres no set
formula, however
its important to
ensure the heirarchy
is clearly addressed
depending on the
application.

Ensure a part of
the copy headline
bleeds off the edge
of the silhouette. It
shouldnt be done in
any way that affects
the legibility, but just
enough to connect
the copy with
background.

Experiment with
our colour palette.
The background
colour doesnt always
have to reflect the
subject matter of
the silhouette.

Examples of our brand language

Featured over the next couple
of pages, are a few examples
which demonstrate how all our
brand elements can be combined
to create effective and consistent
communications across a range
of applications.

15

BUSINESS CARDS

JOHN CITIZEN
MARKETING EXECUTIVE

JOHN CITIZEN
MARKETING EXECUTIVE

50-54 Clayton Rd, Clayton, VIC 3168

T: (03) 9015 9138 M: 0400 123 456
E: john.citizen@aussiefarmers.com.au
www.aussiefarmers.com.au

50-54 Clayton Rd, Clayton, VIC 3168

T: (03) 9015 9138 M: 0400 123 456
E: john.citizen@aussiefarmers.com.au
www.aussiefarmers.com.au

Farmer
fresh direct
to your door.

Farmer fresh
direct to your door

100% Aussie
fresh food.
Guaranteed

AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES

100% Aussie
fresh food.
Guaranteed

Making use of a range of

silhouettes and colours
to create multiple backs
for our business cards.

Examples of our brand language

16

Refer your friends

and receive
$20 credit

Footy
finals
fever?
WERE ON THE GROUND

Love
your
work!

Hello
Spring!
CELEBRATING THE
NEW HARVEST

AUSSIEFARMERS.COM.AU

Were
delivering
throughout
Easter.

POSTCARDS
Introduce new silhouettes to
create communications based
on particular themes.

AUSSIEFARMERS.COM.AU

SOCIAL MEDIA PROMOS

In this instance these promos use
our brandmark, brand typography
and colour palette only to deliver
some fast messages that still adhere
to our brand look.

AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES

Brand Toolkit

17

Featured opposite is a complete

overview of our brandmark
artwork files. Always ensure
you use the correct version as
stipulated in this document.
Please contact the Aussie
Farmers Direct Marketing
Team to obtain approved
brandmark master files
suitable for application.

AFD_Brandmark_Pos.ai
AFD_Brandmark_Pos.eps
AFD_Brandmark_Pos.jpg

AUSSIE FARMERS DIRECT BRAND IDENTITY GUIDELINES

AFD_Brandmark_Rev.ai
AFD_Brandmark_Rev.eps
AFD_Brandmark_Rev.jpg

Contact
For further information regarding
use of our identity please contact:
General Manager, Marketing
Aussie Farmers Group
T: 1300 645 562
E: marketing@aussiefarmers.com.au

18