SECOND HELPINGS

BRAND STYLE GUIDE

Color Palette 1
Typography 2
Primary Logo 3
Secondary Logos 3
Brandmark 4
Clear Space 4
Please, Don’t 5
 #ffffff
WHITE
CMYK: 0, 0, 0, 0
RGB: 255, 255, 255

#c6c8ca
Background
#cae1e7

#55bdbb
Tones
#008a88

Primary Color #039eb1

SECOND HELPINGS BLUE
CMYK: 79, 19, 28, 0
RGB: 3, 158, 177

#343990
Tones
#252563

#000000
BLACK
CMYK: 0, 0, 0, 100
RGB: 0, 0, 0

#ea7d2b

Accent Colors
(suggested)
#e32729

#ef601a

Style Guide Color Palette 1

 GOOD HEADLINE PRO COMP
Use for headlines
GOOD HEADLINE PRO
UPPERCASE

Weights:
ABCDEFGHIJKLMN
Comp Light, Comp, Comp News,
Comp Medium, Comp Bold + italics
OPQRSTUVWXYZ

FIRA SANS
FIRA SANS
Use for body copy

Sentence Case
abcdefghijklmn
Weights:
Extra Light, Light, Regular, Medium,
opqrstuvwxyz
Semibold, Bold + italics

TIMES
TIMES
Used in logo only

Sentence Case
abcdefghijklmn
Weights: opqrstuvwxyz
Regular

Style Guide Typography 2

 The

PRIMARY LOGO
is full-color, using
Second Helpings Blue
and white. The typeface
is Times.

The primary logo should be used

on a non-white background,
such as the brand colors shown.
It can be used on other colors or
photographs, as long as the logo
is clearly visible.

Second Helpings Blue White Black

and, two alternative

WORDMARKS.
but, only use these if you have to.

Style Guide Primary & Secondary Logo 3

The BRANDMARK can be used when
the full logo isn’t necessary, or already
displayed in plain text.
While the default brandmark uses a
white fork and a Second Helpings
Blue heart, the fork & spoon combo
can also be displayed in Second
Helpings Blue, and the heart can be
red or white.

Acceptable brandmark color combos

CLEAR SPACE is imperative to

maximize legibility. As a general
rule, keep a clear space of at least
one (1) lowercase n, as found in
Second and Helpings.

Style Guide Clear Space & Brandmark 4

 PLEASE, DON’T
Rotate the logo Add elements to the logo Squash or stretch the logo

Use a similar background Rearrange the logo Use off-brand colors

Add a drop shadow or

other text style

Rotate the brandmark to

look like a fork in use
(it has a spoon too)

Style Guide Logo Do’s and Don’ts

5