BRAND STYLE GUIDE - Farmers' Almanac · 2018-11-15 · 2017 Almanac Publishing Company BRAND BEST PRACTICES The brand name is always written as “Farmers’ Almanac,” with the

OFFICIAL

BRAND & STYLEGUIDE

Official Farmers’ Almanac Brand & Style Guide

FarmersAlmanac.com#FollowTheRooster

Contents

THE FARMERS’ ALMANAC BRANDBEST PRACTICES / DO NOT

THE FARMERS’ ALMANAC LOGOBEST PRACTICESCLEAR SPACE & LEGIBILITYCORRECT USAGE & VARIATIONSINCORRECT USAGE / DO NOT

BRAND TYPOGRAPHY

BRAND COLOR PALETTE

BRAND LIFESTYLETAGLINE, MISSION STATEMENT & ADDITIONAL BRAND MESSAGING

FOR THE PRESSWEATHER MAPS & OTHER IMAGESINTERVIEWSPRESS RELEASESWEB PRESENCE

Celebrating

200Years!

QUESTIONS? If questions about correct usage arise, please contact the Farmers’ Almanac art department at [email protected].

https://farmersalmanac.com/

https://farmersalmanac.com

https://www.facebook.com/TheFarmersAlmanac

https://twitter.com/farmersalmanac

https://www.pinterest.com/farmersalmanac/

https://instagram.com/farmersalmanac/

mailto:[email protected]

© 2017 Almanac Publishing Company

BRAND BEST PRACTICESThe brand name is always written as “Farmers’ Almanac,” with the apostrophe after the s, and when in a document should be italic or bold italic as it is a name of a publication.

NOTE: Our official brand name is simply Farmers’ Almanac not The Farmers’ Almanac.

DO NOT:• Show the brand name in an unusual, display typeface. Either use a standard type (like Times or

Helvetica), or include the Farmers’ Almanac logo itself.

• Confuse our Farmers’ Almanac with The Old Farmer’s Almanac (or any other Almanac), either in name, print cover (see For the Press), or online links (see Web Presence for correct urls).

• Insert the Almanac cover into a photo, illustration or any equivalent visual representation, without direct approval from the Farmers’ Almanac art department.

• Use the Farmers’ Almanac name or brand in association with your business or brand without previous approval from the Farmers’ Almanac.

QUESTIONS? If questions about correct usage arise, please contact the Farmers’ Almanac art department at [email protected].

THE

BRAND



THE

LOGO


LOGO BEST PRACTICESThe Primary logo – including the Rooster, “Farmers’ Almanac,” and “Since 1818” – should be used whenever possible. The Primary logo should include the tagline – “Plan Your Day. Grow Your Life” – only when readability is assured (see Clear Space & Legibility, below). If readability of the “Since 1818” will be compromised due to scale, that element may be removed as well.

EPS, PDF, and JPG versions of all logos and brand marks – in RGB and CMYK – can be found in the press section of FarmersAlmanac.com.

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Plan Your Day. Grow Your Life.

SINCE 1818

Minimum Size with Tagline: 3” (216 px)

CLEAR SPACE & LEGIBILITYA safety area around the symbol will ensure clarity and integrity. As illustrated below, the minimum safety zone measures the length of the Rooster, vertically. If the logo is near an edge or margin, the remaining 3 sides of the logo should have sufficient clear space.

When the Farmers’ Almanac logo is used with the tagline, the minimum size measures 3 inches or 216 pixels (px), horizontally. For circumstances where the logo appears without the tagline, the minimum size will be the printability and legibility of the logo on that particular medium.

QUESTIONS?

If questions about correct usage arise, please contact the Farmers’ Almanac art department at [email protected].

https://www.farmersalmanac.com/for-the-press/images-for-the-press/



WITH TAGLINE

Plan Your Day. Grow Your Life.

SINCE 1818

PRIMARY LOGO

ACCEPTABLEALTERNATIVES

SECONDARY

SINCE 1818

SINCE 1818

SINCE 1818

SINCE 1818

SINCE 1818

SINCE 1818

SINCE 1818

SINCE 1818SINCE 1818

SINCE 1818SINCE 1818

NOTE: Black boxes are used in this brand guide to clearly show white-reverse. Do not include black box in final design.


SPECIAL USAGES

Print Edition Masthead

Stamps

CORRECT USAGE & VARIATIONSThe Primary logo – including the Rooster, “Farmers’ Almanac,” and “Since 1818” – should be used whenever possible. The Primary logo should include the tagline only when readability is assured (see Clear Space & Legibility). If readability of the “Since 1818” will be compromised due to scale, that element may be removed as well.

Because of its square format, the Secondary Logo works better in some circumstances. The Secondary logo is currently used as the main element of our email signatures and in most branded online graphics (see Web Presence).

“Farmers’ Almanac” and “Since 1818” may be used in black or white-reverse when the brand orange (see Brand Color Palette) competes with the background image/color. The Rooster may remain in gold unless the gold also com-petes with the background image/color, in which case the Rooster can also be changed to black or white-reverse to match (see Acceptable Alternatives).

Silhouetted versions of the Rooster in gold, brand orange or black/white-reverse may be used as a standalone branding element, when appropriate (see Brand Marks, upper left).

EPS, PDF, and JPG versions of all logos and brand marks can be found in the press section of FarmersAlmanac.com.

NOTES: All previous versions of the logo should be discarded and no longer used.

Custom usages of the Almanac, brand, logo(s), and elements therein are subject to approval by the Farmers’ Almanac art director.

QUESTIONS?


BRAND MARKS




INCORRECT USAGEAlways use original artwork for all Farmers’ Almanac logo(s) and brand marks. EPS, PDF, and JPG versions of all logos and brand marks – in RGB and CMYK – can be found in the press section of FarmersAlmanac.com.

Help protect the integrity of the Farmers’ Almanac brand by being aware of the following (but not limited to) examples of improper usage.

DO NOT:• Transpose the Farmers’ Almanac logo colors.

• Remove tagline or “Since 1818” (see Clear Space & Legibility for exceptions) or replace.

• Reduce clear space or overlap the logo with type or images.

• Recreate the logo with type.

• Change the logo’s orientation.

• Create a 3-dimensional version or distort the logo proportionally in any way.

• Display the logo too small to be legible, either with the tagline or without.

• Place the logo inside another shape.

• Show the orange logo with a clashing back-ground color.

• Use the logo in any other color than those shown in Acceptable Alternatives.

• Replace the Rooster with a generic version.

• Insert the logo as a visual element of a photo or illustration without direct approval from the Farmers’ Almanac art department.

QUESTIONS?


FARMERS’ ALMANAC




BRAND TYPOGRAPHY

Open Sans

Univers

Cheltenham

Primary typography used for Farmers’ Almanac print and web is generally a combination of Univers, Open Sans, and Cheltenham. Secondary, display typefaces are brought in at times to add emphasis and character to a particular word or sentence, at the sole discretion of the Farmers’ Almanac art department.

If none of the primary typefaces are available, acceptable alternatives include Arial, Calibri, Gill Sans, Helvetica, Times, and Bodoni. All secondary/display typefaces must be run by the Almanac art department, especially when used to directly reference the brand.

The Farmers’ Almanac logo and masthead was created using a modified combination of Bodoni Poster and Madrone Black.

QUESTIONS?

If questions about typography arises, please contact the Farmers’ Almanac art department at [email protected].

PRIMARY TYPOGRAPHY

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890





BRAND COLOR PALETTEOFFICIAL ORANGE ACCENT GRAYS

PANTONE 158 C

C: 2 R: 239 Hex: #EF7622M: 66 G: 118 Y: 100 B: 34 K: 0

85% Black 65% Black30% Black 15% Black

ACCENT COLORS

FOREST GREEN

C: 61M: 24Y: 90 K: 6

R: 111G: 149B: 75

Hex: #6f944b

OLIVE GREEN

C: 37M: 19Y: 76K: 1

R: 169G: 177B: 98

Hex: #a9b161

WARMYELLOW

C: 4M: 24 Y: 98K: 0

R: 244G: 192B: 28

Hex: #f3c01c

NATURALTAN

C: 13M: 49Y: 98K: 1

R: 218G: 142B: 42

Hex: #da8d29

DARK BROWN

C: 40M: 64Y: 89K: 36

R: 116G: 77B: 41

Hex:#734d29

NOTE: Official brand orange should not be altered or subsituted in any way. Above accent grays and accent colors are shown to give a general sense of the brand color palette. Additional colors should only be used in direct association with the Farmers’ Almanac brand if complimentary and not visually distracting or distorting.


BRAND LIFESTYLE

The majority of Farmers‘ Almanac readers are college-educated, married, and home-owners. Their interests include astronomy and weather-watching, gardening and farm-ing, cooking and baking, outdoor activities such as hiking, fishing and living a smart & healthy lifestyle in tune with the natural world around them.

The Farmers’ Almanac is also known for its wit, wisdom, nostalgia, and Americana (a combina-tion internally referred to as “Ameriquirk”)—unique areas where we have very few market competitors.

TAGLINEPlan Your Day. Grow Your Life.

MISSION STATEMENTThe #1 Resource for Weather Watchers to Stargazers, Planners to Planters.

ADDITIONAL BRAND MESSAGINGIt’s What You Read to Reconnect.

Timeless. Trusted. Treasured.

#FollowTheRooster

#OrangeIsTheTrueNac

#CrowingTeam

QUESTIONS?




WEB PRESENCEThe following are the official website and social media accounts for Farmers’ Almanac, and should be referenced, tagged, and/or linked to when appropriate:

FarmersAlmanac.com

Facebook.com/TheFarmersAlmanac

Twitter.com/FarmersAlmanac

Pinterest.com/FarmersAlmanac

Instagram.com/FarmersAlmanac

WEATHER MAPS & OTHER IMAGESVisit the download section of FarmersAlmanac.com for high resolution images of our current U.S. and Canadian Weather Maps, correct Almanac cover ---->, and publicity photos of our editors. EPS, PDF, and JPG versions of all logos and brand marks can also be found at the above link.

FOR THE PRESS

PRESS RELEASESSign up to receive the latest press releases from Farmers’ Almanac, as well as advanced media copies of the book at FarmersAlmanac.com/press-releases

INTERVIEWSTo set up an interview, contact the editors (below) or [email protected]

EDITOR, Peter Geiger, Philom. (207) 755-2246 [email protected]

MANAGING EDITOR, Sandi Duncan, Philom. (207) 755-2349 [email protected]

https://www.farmersalmanac.com/

https://www.facebook.com/TheFarmersAlmanac/



https://www.instagram.com/farmersalmanac/


https://www.farmersalmanac.com/

https://www.facebook.com/TheFarmersAlmanac



https://instagram.com/farmersalmanac/

https://www.farmersalmanac.com/press-releases/




Documents

BRAND STYLE GUIDE - Farmers' Almanac · 2018-11-15 · 2017 Almanac Publishing Company BRAND BEST PRACTICES The brand name is always written as “Farmers’ Almanac,” with the