Identity & Language
A brand is a complex ecosystem, comprised of voice, color, image, graphics, illustrations, and typography. Consistency in building and applying the identity across a wide range of touchpoints strengthens Fazenda Liberdade's recognition, culture, and experience with its stakeholders.
tom de voz
We're close, but without losing seriousness and trust. We demonstrate our expertise and our entire trajectory. You know that person everyone admires for their knowledge, personality, and values?
This is our unpretentious tone that makes people feel at home while at the same time respecting the farm as a business and the entire culture it represents.
the best of coffee
is our creative concept for our communication. Below you'll find some examples of how it can be applied to each audience:
brand versions
A marca possui 5 assinaturas disponíveis para uso.
Use sempre que possível a versão completa, principalmente em primeiros pontos de contato em que a marca aparecerá.
A versão Logo simplficado, é a segunda de maior importância, ela traz o logotipo junto com a tagline, o que ajuda o leitor a identificar o segmento da marca.
Para situações onde não há a necessidade e sua presença fica redundante, por já estar em algum espaço da marca, utilizar os logo sem tagline e os selos como marcações e elementos gráficos.
! Use sempre o arquivo .png ou .eps disponível para download. Nunca tente redesenhar o logo
maximum reduction
To protect brand visibility, there are minimum application sizes permitted.
The print and digital media specifications for each subscription are illustrated alongside.
brand integrity
01. protection area
The protection area serves to protect the brand and maintain its graphic integrity when combined with other elements.
For the Fazenda brand, use the height of the letter “F” as protection for logos that have the word “Fazenda Liberdade” written on them, which is the basis for calculating the protection area for all brand signatures available for use.
For seals, use half the height of the outer circle as protection.
02. incorrect uses
Below, we graphically illustrate incorrect uses of signatures.
These rules apply to all brand subscriptions.
! Always use the downloadable .png or .eps file. Never try to redesign the logo.
OFF WHITE
C10 M5 Y15 K0
PANTONE 7500C cross-linked
R235 G236 B 223
HEX EBECDF
WINE
C25 M95 Y100 K 25
PANTONE 1807 C
R154 G34 B18
HEX 9A2212
color palette
institutional & complementary
institutional palette
The institutional palette is made up of two colors that can be used freely in brand communication.
Its proper use will ensure memorable recognition at all points of contact.
The codes described here must be used rigorously to ensure color fidelity and help maintain brand consistency. CMYK and Pantone standards should be used in printed materials, while RGB and Hexadecimal (HEX) should be used in pieces intended to be displayed on some type of electronic screen, such as websites, videos, Instagram, and presentations.
DARK GREEN
C90 M40 Y80 K45
PANTONE 553C
R0 G76 B52
HEX 004C34
BLUE
C75 M37 Y10 K 0
PANTONE 284C
R68 G136 B187
HEX 4488BB
VERDE
C60 M30 Y70 K15
PANTONE 5773C
R113 G136 B 89
HEX718859
paleta complementar
The complementary palette serves as support for the brand's institutional compositions.
It can be used freely in elements such as: graphics, texts, captions, backgrounds, etc.
Use the support palette to prioritize content and other various elements, but whenever possible, prioritize the use of the institutional palette.
signatures in institutional colors
The brand may vary its signatures in 2 color versions, according to the chromatic standard specified above.
• Wine (priority use)
• Off white
Use colors with sufficient contrast to apply to the background color in relation to the logo, to ensure legibility.
color versions
positive x negative
The B&W version of the brand application is for occasional use and is not the priority version.
It can be used in the physical environment, in situations where limitations in graphic resources reduce the number of colors, or when there is a piece with low legibility for the use of the color positive version.
illustration guidelines
Nine illustrations were developed for the brand's visual identity. They can be used freely in communication compositions, either as icons, in smaller proportions, to represent a specific topic, or as prints, taking up a large portion of the space. Examples include some applications.
The brand's illustrations were designed to help represent important aspects of the farm, from products to services and added values.
Make specific insertions, without excess. The interesting thing is to vary the format and use in materials and occasions to bring more plurality of representations.
The element can be applied in the colors of the institutional and complementary palette, therefore, all colors available for the brand.
photo & image party
institutional
Photos of the farm (or any image bank) must have documentary lineage.
Portraits of everyday life in the fields and buildings, machinery, employee notes, bags of coffee.
The idea is to represent a visual diary of what happens there.
The light can appear more dramatic and conceptual at times, enhancing the shapes of the composition.
Black and white filter may also appear.
people
When representing employees and the community, also follow the documentary portrait approach.
Natural photos of people doing their jobs, without the need for production of objects, scenery, or makeup.
brand typography
titles & highlights
The Wayfinder typography was chosen for its strong personality to create impact in the titles and highlights of the brand's communication.
These fonts are not suitable for composing long texts. If you encounter this situation, use the supporting fonts for running text.
For Adobe users, typography is available for use in Adobe Fonts
If you are not a user, the foundry makes it available for purchase on the myfonts website.
texts
The Redonda typeface was chosen for the texts and some subtitles in the brand's communication. A Brazilian font with geometric aspirations, it's a versatile humanist.
For Adobe users, typography is available for use in Adobe Fonts
If you are not a user, foundry makes it available for purchase on their website.
system
If you need to compose texts in a digital environment that requires the use of system fonts, switch to Helvetica.
! The use of these fonts is not preferential. Whenever possible, use the other fonts indicated in the project.
designed by:
