Overview

This document covers the identity for the brand foodhub.co.uk. We will cover the following:


• Logo

• Font Suite

• Colour Palette

• Usage Guidelines

A brand is built and not just created - it means sustained efforts and initiatives over a period of time is what establishes a brand and its characteristics. A certain familiarity, consistent look and feel, uniform messaging, and above all, delivering on the promise is what builds the brand. Generally, ‘creative fatigue’ will set in for brand owners. They will seem to have a saturation point for their own brands, in terms of the colours, fonts, imagery, and layouts, and thus the craving for doing ‘something new’ might set in. This needs to be avoided. We have to remember that our customers or target audience would not be exposed to even a fraction of what we are exposed to.

The elements of branding are sacrosanct and should never be compromised. Hence, in case of any second thoughts, it should be done at the very beginning. Once you start the journey of branding, never veer, never second guess.

Primary Logos

 






 








The logo is classic, fresh, clean, and conveys our business. Our primary colour - Red, signifies as assertive, daring, determined, energetic, powerful, enthusiastic, impulsive, exciting, and aggressive. Red represents physical energy, passion, and desire. It symbolizes action, confidence, and courage. The color red is linked to the most primitive physical, emotional, and financial needs of survival and self-preservation.


Secondary Logos







Secondary Logos with .co.uk







Clear Space & Sizing

The clear space has been established for logo visibility and impact. Maintaining the clear space between the logo and other graphic elements such as type, images, other logos, etc. ensures the logo always appears unobstructed and distinctly separate from any other graphic elements.






 







Primary Font Family

Roboto  is one of the most popular typefaces in the world. Roboto has a dual nature. It has a mechanical skeleton and the forms are largely geometric. At the same time, the font features friendly and open curves. While some grotesks distort their letterforms to force a rigid rhythm, Roboto doesn’t compromise, allowing letters to be settled into their natural width. This makes for a more natural reading rhythm more commonly found in humanist and serif types. The following styles to be used in these mediums.








Roboto is the only font used for typography. There are 12 styles based on the mediums we have to use it. The general rule of thumb is the bigger the font, the thinner the weight. There is no restriction on how big or small fonts can be, but the weight rule must be followed. However, on very special occasions when a heavy font must be used, the colour should subtly compliment the background colour.

Italicised fonts should only be used on two occasions - to highlight words or sentences encased in quotations, and to highlight words or sentences that are between single quotes (denoting a unique character or identity). Please do not use double quotes for everything - it can be used only for actual quotes by actual people - for everything else, please use single quotes.

There is one restriction for the colours of the fonts. They must be used in the order given in the colour palette - for example, the heading should start with black, then sub-heading ark grey, and so on.

Colour Palette

 

# RGB CMYK HEX
P1 216, 41, 39 9, 97, 99, 1 #d82927
P1a 147,0,0 25,100,100,28 #930000
P1b 234,51,47 2,94,90,0 #EA332F
P1c 255,102,90 0,75,62,0 #FF665A

# RGB CMYK HEX
P2 225, 213, 186 11, 13, 27, 0 #E1D5BA
P2a 175,158,128 33,34,53,1 #AF9E80
P2b 247,238,210 3,4,19,0 #F7EED2
P2c 248,245,238 2,2,5,0 #F8F5EE

 

Secondary Colours


#198EBC
#42BEDB
#71D3EA
#9DE8FC
#63C156
#387C2E
#65D855
#7EE86B
#F47925
#F49A38
#E5BA76
#F2D5AF
#F7D823
#FFE36E
#FFEFAB
#FFF7D7
#5827B7
#7D3DE2
#B285F9
#D3C7F9
#333333
#555555
#888888
#BBBBBB
#CCCCCC
#EEEEEE
#F2F2F2
#F7F7F7


Usage Guidelines

 

  Correct Usages


 

  QR Code - Usages

Use the below QR code while we referring to download Foodhub app using QR scanner.


 

  Wrong Usages


Download our FOODHUB Logos

 

 

Download for Web

.PNG & .JPG file



Download for Print

.SVG & .EPS file