Rebrand ProjectBrandon Jenkins

Brief

The Company: Zero Percent. A company dedicated to organizing the donation of surplus food from restaraunts in Chicago, IL.

Project Title: Zero Percent LA (working title).

Project Objectives: To bring food waste down to zero, and connect food surpluses from grocery stores and restaurants to collecting chari-ties. Then to organize the donation and distrubution of the surplus food throughout Los Angeles.

Project Goals and Expectations: The goal is to partner with grocers, restaraunts and other non-profits to create a successful and reliable network to help bring down the number of people that go hungry on a daily basis in Los Angeles.

Competition: Competitors include Food Bank LA, World Harvest Food Bank, People’s Community Food Bank and One Hundred and Eighty Degrees.

Strengths/Weaknesses: All of these companies are great at getting large amounts of food donations and feeding a lot of hungry people. However, none of these companies address the staggering amount of useable food that is discarded on a nightly basis that could also go to feed the hungry?

Unique Positioning Statement: What makes this program unique is that we are addressing the food waste that happens throughout Los Angeles and using that surplus to feed the hungy. We would also try to establish designated distribution areas throughout the county instead of just operating downtown.

Brand: There is not much to the branding of the original company. Just a lot of stock photography and a generic looking logo that does not do a great job of reinforcing the goals of the company. We will be looking to change that with branding that will better represent the company from print to web and mobile campaigns.

History and Reputation: Zero Percent was founded in 2012 but the reputation has been very positive for having such a short history. We would be looking for the same success here in Los Angeles.

Previous Projects: I was not able to find a previous campaign other than the website.

Define the Audience: The market for this campaign would be to gain participating restaruants and grocery stores and also gain the support of local governments, non-profits and churches. Ultimately the program would be aimed at helping the hungry and the homeless community of all ages of Los Angeles.

Behavioral Habits: Not sure this is applicable.Project Components/Media Implementation: The campaign will have web and mobile components along with a large print rollout to reach those in need.

Length of Project: There is no timetable for the project. The goal is for this project is to become a template for other organizations in other areas to create their own solution for combating food waste and feeding the hungry.

Geography: This would be a regional project working throughout Los Angeles County. We would first identify and work in several areas of dire need and then look to expand operations.

Budget: Not sure. I would look to monetary donations and perhaps croudfunding to raise at lease $20,000 in start-up money.

Terms: Definitely not sure

Client-Side Team: Who is involved in each stage of the approval process, and who has final approval for each stage or phase?

Restrictions and Limitations: Not sure from a branding standpoint. I could not find information on failed campaigns of this type.

Research: Some research has been optained through web searches in other areas such as Chicago, New York and San Francisco. I’m also researching the process of starting a non-profit organization. This is a fairly recent idea so there is not a lot of information available.

Concept: An idea related to a solution.

Words

Volunteer Community Food Waste Grocery

Serve Help Connect Delivery Generous

Thanks Charitable Passionate Devoted

Humble Caring Membership Compassion

Respect Homeless Hungry Green Donate

Solution Surplus Impact Non-profit Meal

Smart Convenient Rewarding Giving Soul

Family Local Advocate Zero Partner Share

Mood

Mood

Logo Concepts

ZEROPERCENT

percent percent

Logo Final

Website

Click for Web Sample

Website

Website

Website

Website

Website

Mobile Sites

The safest, easiest,most reliable way todonate surplus foodPlenty of food get discarded at the end of the night at restaurants and grocery stores. The amount of waste is staggering and worse there is a homeless population that is hungry and could use the food. In a world full of hunger, volatile food prices and social unrest, this is environmentally, morally and economically outrageous. As a community, we can do a lot to change the situation.

Sign in l Contact Us

The Solution Community Join Donate Volunteer

The safest,easiest,most reliableway to donatesurplus food

The safest, easiest, mostreliable way to donatesurplus food

The Solution

Community

Join

Donate

Volunteer

Mobile Site Comps

Mobile Site Comps

Poster Draft

Advertising

Click for Web Sample

Advertising

Click for Web Sample

Volunteer Shirts

Rebrand ProjectThank You

Style GuideBrandon Jenkins

Table of Contents

Identity 1

Logo 2

Color Variations

Clear Space

Colors 5

Typography 6

Imagery 7

1Identity

The Zero Percent brand is not a person, product, logo or service, but a combination of those. Our brand represents a promise or emotion fulfilling a communities needs and value. Branding efforts create a feeling of involvement, a sense of higher quality and an aura of tangible qualities that surround the Zero Percent brand name, messaging, imagery, mark or symbol. When executed successfully, it will encompass and reflect the company’s experience, reputation, personality, quality, methodology and goals.

Effective branding and brand management can influence purchase or ownership experiences and create emotional attachments to our services, making working with Zero Percent a preferred experience. The goal is to build a strong brand by clearly articulating Zero Percent’s point of difference, infusing our brand with inspiration and communicating our vision to provide value, internally and externally at every touch point.

Once a company has set a course and established a brand, the real work of Brand Management has just begun. For the brand to gain traction and credibility in the minds of customers, it must continuously be endorsed throughout the organization and must be consistently applied.

Inconsistencies in brand execution, whether in logo application, color usage or imagery selection, send mixed and dissonant messages to customers.

The future success of Zero Percent depends on achieving this level of brand support, adherence and consistency throughout the entire organization.

2Logo

Color Variations

The Zero Percent logo is available in PMS, CMYK and RGB color spaces and as .eps, .jpg and .png formats on SharePoint. Contact Zero Percent if you need addtionalfile formats.

Full Color

B&W

1 Color

3Logo

UNACCEPTABLE USAGE

Usage and Logo Variations

The Zero Percent logo should alswys be used in conjunctionwith a greyscale photo. This ensures that the logo will stand outand maximize readability. Alternative logos may be used whenneeded or depending on the layout. The zero logo must be usedwith the Zero Percent name present somewhere in the samelayout.

Alternate Logos

No other colors can be used for the logo

Logo should not be used on a full color background

4

Maintaining a clear space around the logo is ALWAYS a must. Allowing space between the logo and other design elements helps create a cleaner look and ensures it stands out.

The minimum protection space required on all sides of the logo is equal to the height of the “Z” from the Zero Percent wordmark.

Logo

Clear Space

x x

x

x

Clear space existing on all sides of the logo

Clear space does not exist on all sides of the logo:names are too close to the logo and Logo too close toright and top edge

John Smith213.555.1212

Jane Smith213.555.1212

John Smith213.555.1212

Jane Smith213.555.1212

ACCEPTABLE CLEAR SPACE

UNACCEPTABLE CLEAR SPACE

YES:Logo has breathing room all around

NO:Name too close to logo Logo too close to right and top edge

5Colors

PMS123 C

PMSProcess Cyan CLO

GO

SIG

NA

GE

SW7066PMS 541

Logo and Sign Colors (use at 100%)

Main Colors (use for large color blocks, text)

PMS 7

80%

50%

30%

RGB: 187 187 187HEX#: BBBBBBCMYK: 0 0 0 40

PMS 540 PC

80%

50%

30%

RGB: 0 48 85 HEX#: 003055CMYK: 100 57 12 61

PMS123 C

80%

50%

30%

RGB: 251 201 13HEX#: FBC90DCMYK: 1 20 100 0

PMS 11

80%

50%

30%

RGB: 77 77 77HEX#: 4D4D4DCMYK: 0 0 0 80

PMS 540 logo

RGB: 0 174 239HEX#: 00AEEFCMYK: 100 0 0 0D

O N

OT

TIN

T

The Zero Percent branded color palette includes the corporate blues and steel grays that have always been a part of the Zero Percent brand and convey the strong, smart sensibility of the Zero Percent brand. We have added two additional colors for emphasis and as additional options for color insert in your different marketing materials.

A combination of the Zero Percent branded colors with a predominance on the dark blue and light gray should be used to visually express the organizations’ character, while the additional colors and tints can be used as accents.

The Zero Percent colors are already strategically placed throughout the different templates and should not beupdated or switched out. Any colors outside of the Zero

Percent branded color palette should not be used unlessin extenuating circumstances which must first be reviewed and approved by Zero Percent.

It is imperative to the Zero Percent brand that we maintainour standards and that all marketing materials distributed externally adhere to the provided guidelines.

6Typography

One universal typeface should be used across all communications to create consistency, synergy and impact.

Corporate Print Font

Originally designed in 1957, then reworked in 1983, Helvetica Neue was chosen for its elegance, clarity, versatility as well as its readability.

Accent FontsHelvetica Neue LT ThinHelvetica Neue LT Thin ItalicHelvetica Neue LT Light ItalicHelvetica Neue LT ItalicHelvetica Neue LT MediumHelvetica Neue LT Medium ItalicHelvetica Neue LT BoldHelvetica Neue LT Bold ItalicHelvetica Neue LT HeavyHelvetica Neue LT Heavy Italic

Digital Typeface

Arial is a sans-serif typeface designed in 1982. It has become to be known more as a computer based font as it is packaged with Microsoft and Apple applications and designed for screen legibility.

Accent FontsArial NarrowArial ItalicArial Bold ItalicArial Black

Corporate (Corporate Ads and Brochures)

Headline Helvetica Neue LT Light or Roman ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Subhead Helvetica Neue LT BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Body Copy Helvetica Neue LT RomanABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Digital (Brokerage brochures, ads, websites, eblasts)

Headline Arial RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Subhead Arial BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Body Copy Arial RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

7Imagery

There are many opportunities to present images to express ideas, explain concepts and support written communication. Our system calls for images that build our brand and reveal the character and value of what Zero Percent is.

Lifestyle business imagery should complement images of properties. Property imagery should be compelling, innovative and photographed to create visual interest and draw the viewer in, along with showing the best features of the property.

Images may be used from the Zero Percent photo library which resides on Flickr.com. Please contact Zero Percent for password for downloading privileges.

zeropercent.us l (800) 123-4567