Visual Brand Guide
Typography
We use two typefaces across all media: EB Garamond and Open Sans. EB Garamond should be used for headlines and accents. Open Sans is used for body and general copy, and can be used for other support and accents.
Both fonts are open source and available through Google Fonts.
Headline
EB Garamond Semi-Bold 600
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567 “ ” ! @ # $ % ^ & * ( ) _ + : ; < > ?
Subhead
EB Garamond Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567 “ ” ! @ # $ % ^ & * ( ) _ + : ; < > ?
Headline Variations
EB Garamond Regular
Regular 400
Regular 400 italic
Medium 500
Medium 500 italic
Semi-bold 600
Semi-bold 600 italic
Bold 700
Bold 700 italic
Extra-bold 800
Extra-bold 800 italic
Body Copy
Open Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567 “ ” ! @ # $ % ^ & * ( ) _ + : ; < > ?
Body Copy Variations
Open Sans
Light 300
Light 300 italic
Regular 400
Regular 400 italic
Semi-bold 600
Semi-bold 600 italic
Bold 700
Bold 700 italic
Extra-bold 800
Extra-bold 800 italic
Color
Our colors are essential to our brand and identity — as much as our logo and type forms.
Of course, blue is for our blueberries, but Blueberry is also friendly and fun!. Blue can be productive, and community-focused. Blue flows through all we do.
Green is vibrant and verdant, and Spring is for our vitality; we're constantly improving. And, we're resilient. We love life and our people, and we're committed to our collective prosperity.
We're sturdy and trustworthy, and our shades of Brown — Hazel and Mahogany — provide a strong foundation and depth of character. We know our roots and those roots are inclusive, authentic, and confident.
Primary
#364498
RGB 54, 68, 152
CMYK 64%, 55%, 0%, 40%
HSV 231°, 64%, 60%
HSL 231°, 47%, 41%
Blueberry
#249246
RGB 36, 146, 70
CMYK 75%, 0%, 52%, 43%
HSV 139°, 75%, 57%
HSL 139°, 60%, 35%
Spring
Secondary
#8C4646
RGB 140, 70, 70
CMYK 0%, 50%, 50%, 45%
HSV 0°, 50%, 55%
HSL 0°, 33%, 41%
Hazel
#5F0508
RGB 95, 5, 8
CMYK 0%, 95%, 92%, 63%
HSV 358°, 95%, 37%
HSL 358°, 90%, 19%
Mahogany
Tertiary
#FCE205
RGB 252, 226, 5
CMYK 0%, 10%, 98%, 1%
HSV 54°, 98%, 99%
HSL 54°, 98%, 50%
Bumble Bee
NEUTRAL ACCENTS
#8A8A8A
RGB 138, 138, 138
CMYK 0%, 0%, 0%, 46%
HSV 0°, 0%, 54%
HSL 0°, 0%, 54%
Light
#5C5C5C
RGB 92, 92, 92
CMYK 0%, 0%, 0%, 64%
HSV 0°, 0%, 36%
HSL 0°, 0%, 36%
Medium
#2E2E2E
RGB 46, 46, 46
CMYK 0%, 0%, 0%, 82%
HSV 0°, 0%, 18%
HSL 0°, 0%, 18%
Dark
PROPORTIONATE COLOR APPLICATION
SHADES
Color shades can be made exclusively from the primary and neutral/grey palette colors. While any shade of grey may be used according to design principles, only the percent values specified below may be used for shades of our primary colors.
They can be used as additional accents but should be used sparingly. Example applications include slices in charts and graphs and solid color fields or overlays.
Blueberry
#031165
120%
#5C6ABE
85%
#8391E5
70%
#A9B7FF
55%
Spring
#005F13
120%
#3EAC60
90%
#57C579
80%
#71DF93
70%
Identity
Standard Logo
Wide
For Small Placements...
Avatar
Favicon (mini)
Example logo variations
Approved logo variations are available ...
One-color Black
One-color White
White type "knockout"
Clearspace Guidelines
Keep clear at least the width of the largest blueberry...
Do's and Don'ts
-
Please do not recreate the logo, mark, logotype, or any of the elements within the identity system.
-
Do not recreate or adjust the type; each lockup has manually kerned letterspacing.
-
Do not recolor an identity element.
-
Do not stretch, rotate, or skew the identity or type forms.
-
You may scale any element but consider using an identity variation appropriate to the width, height, and scale of the context.
-
Ensure there is appropriate contrast between the identity element and the background.
-
Observe clearspace requirements, regardless of co-branding or context.
-
Do not place art or other typography on top of the logo or mark.
-
A solid white stroke is included around the perimeter of all identity variations. Do not remove or alter this stroke.
Don't do any of these...
Accents, Textures, and Backgrounds
You may be creative with the use of the blueberry artwork as both foreground elements and background textures. Be careful to ensure that any placements provide good visual contrast against typography and conform to WCAG Level 2 compliance to support visually impaired web users.
95% transparency against light
Min 85% transparency (this is 90%) against primary or secondary colors
85% transparency for white on light treatment
Asset Library
If you have been granted access to the asset library, click the button below to log in. You'll find source EPS files for most artwork as well as high-quality PNG renderings, with transparencies — most are scaled at 2000px wide.
If you'd like access to the library of assets, get in touch...
