Page 29 - Rebranding A Brand

The new sans serif logo reflects the BRAND IMAGE of STRONG, CARING, and COMMITTED with a bolder font alongside the food and heart graphics that are linked together, providing the visual for the company’s mission. The new tagline presents the fact that FDC is all about having the ability to bring everything together for easily getting donated foods to local hunger relief agencies.
Old Logo
FDC Vision:
When they had all had enough to eat, Jesus said to his disciples, “Gather the pieces that are left over. Let nothing be wasted.”
John 6:12(NIV)
FDC Mission:
Expand their global network linking available sources of surplus food to those in need through existing charitable organizations.
Grow their company in a manner that provides a level of profitability necessary to carry out our vision
Behind the Menu TM NEW Campaign (changed from FoodFights)
excerpts from Kuonen Research Paper REVISED
...3,000 pounds of food per second is wasted in the U.S, costing more than $30 billion in the food preparation industry (e.g., restaurants, bakeries, food retail, corporate cafeterias) - 12% of which is in the form of food scraps as solid waste.
In 2010, 17.2 million households in America had difficulty providing enough food due to lack of resources, underscoring the critical role that nutrition assistance programs play in help- ing struggling American families put food on the table until they can get back on their feet”
Target Audience
Business owners of mid- to upscale restaurants with nedian range of entree food items $12-$22. Typical diner is male/femal babyboomer (age 47-64) with disposable income and/or empty nesters who do not cook many meals at home.
Tribes & Clubs of owners and diners include: -Volunteers to non-profit agencies
-Support homeless and hunger missions -Community and faith-based involvement -Natural environment groups (recycle, GREEN)
NEW Logo
ood onation
onnection
linking more to those with less
ood onation
onnection
ood onation
onnection
linking more to those with less
Colors Available
Sample Images
Color - strong, caring, committed
Sepia - hunger
PMS
RGB 255-231-24 CMYK 0-5-94-0
PMS 136
RGB 255-196-59 CMYK 0-24-87-0
PMS 1585
RGB 244-125-32 CMYK 0-63-100-0
PMS 4635
RGB 146-96-55 CMYK 25-56-80-30
White
Black
3
3
8
5
0
3
Grey PMS 442,RGB 188-190-192,CMYK 0-0-0-30
Orange Textured Background
PMS 7536
RGB 180-164-134 CMYK 31-31-50-1
PMS 7529
RGB 199-185-153 CMYK 23-23-42-0
PMS 468
RGB 227-213-180 CMYK 11-13-31-0
Heading - Copperplate Gothic book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Sub Heading - Book Antiqua ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Body Copy - Gil Sans Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Accent Copy - Bradley Hand ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
TOOL BOX
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