styleGuide

BRAND GUIDE 2017

TABLE OF CONTENTS 

I 

II 

Our Story 

It All Started 2 

Today 2 

Our Mission and Vision 

Vision 3 

Mission 3 

Farm Boy Way 3 

Positioning Statement 5 

Messaging Tone 6 

Recipe For Good Copy 6 

III 

A Farm Fresh Brand 

Brand Essence 7 

Our Signature 10 

Logo 12 

Color Usage 13 

Monochromatic 13 

Reversed 13 

Logo Tagline 14 

Color Usage 14 

Monochromatic 14 

Reversed 14 

Wordmark 15 

Logo Don’ts 16 

Fonts 17 

Colours 19 

Sub-Brands & Programs 21 

IV 

V 

Imagery 

Woodcut Illustrations 

Woodcut Above The Rest 

Photography 

Departments 

Grocery 

Produce 

Kitchen 

Seafood 

Meat 

Bakery 

Deli 

Cheese 

2 Farm Boy Brand Guide

OUR STORY 

Brand guide section


It all started in 1981, when the first Farm Boy store 

opened in Cornwall, Ontario. The small 300 sq. ft. store 

sold only fresh produce. Word quickly spread that Farm 

Boy was the place to go for friendly service and the 

best quality fresh produce. 

Today, Farm Boy stores are still small and easy to shop 

like a local farmers market and we have maintained our 

relentless dedication to bringing customers the same 

farm-fresh foods and friendly service. 

Brand guide section

FARM BOY VISION 

The best foods, the best shopping experience and making 

life better. 

FARM BOY MISSION 

We passionately seek out the tastiest fresh foods, unique products 

and the friendliest people and bring them together in a clean, 

welcoming environment. 

FARM BOY WAY 

Bringing you the freshest, best tasting foods everyday! 

We guarantee it! 


Brand guide section


OUR BRAND 

Brand guide section

A FARM FRESH BRAND 

The single most important element of the Farm Boy 

brand essence is that it revolves around the farm. Barn 

wood, stone, brick; if you see it on a farm you will see 

it in our stores. 


Brand guide section 

Farm Boy Brand Guide 8


OUR SIGNATURE 

Our logo personifies our commitment to our customers: 

a fresh and friendly shopping experience offering the 

best of fruit, vegetables, baked goods, meat and 

cheese. It’s simple and genuine just like us! 

Brand guide section

OUR LOGO 

The Farm Boy logo depicts Farm Boy 

offering the best of all departments 

including, fruit, vegetables, bakers meat and 

cheese. The woodcut approach supports the 

farm aesthrtic and makes it simple to apply. 


Woodcut 

The Farm Boy brand is entrenched in the farm aesthetic. 

As such the logo is a woodcut illustration referencing a time 

period that evokes quality and wholesomeness. Our woodcut 

has now become synonymous with Farm Boy and as such has 

become a symbol for quality. 

Colour 

The logo comes with either a 

white or beige frame to ensure 

that the image is never reversed 

and maintains its visual integrity 

Framed 

The logo comes with either a 

white or beige frame to ensure 

that the image is never reversed 

and maintains its visual integrity 

® Registered Trademark 

Farm Boy is a registered Trademark. 

The logo must always have this 

symbol. Ensure that it is legible; on light 

backgrounds it must be in black and on 

dark backgrounds it must be white. 

Font 

The Farm Boy name is set in a modified 

version Garamond Bold and always 

apprears in white. 

Farm Boy Brand Guide | LOGO USAGE GUIDLINE

Logo 

The logo without a tagline is generally used 

when the customer is familiar of the brand. 

Examples, store signage, weekly ads, flyer, etc. 

Colour 

When artwork is printed or is shown in colour, 

the colour version of the logo should be used. 

Monochromatic 

When artwork is printed in black and white, 

then the Monochromatic version of the logo 

should be used. 

Reversed 

When the background is too dark, we should 

be using the reversed version of the logo. Keep 

in mind if using the reversed version that the 

registered mark should be in white. 

Colour 

Reversed 

Monochromatic 

Sizing & spacing 

Minimum reproduction size 

140 px 


Logo with Tagline 

The logo with tagline is generally used when 

the customer is less familiar with the brand or 

the store fronts. Examples, store fronts, general 

event banners, new store ads, etc. The logo 

with tagline should not be used if the logo is 

smaller than 1” wide. The tagline should always 

appear under the Farm Boy logo and should 

never be used without the logo. Trademark and 

registered trademark symbols are to be used 

on all applivations without exceptions. 

Colour 

When artwork is printed or is shown in colour, 

the colour version of the logo should be used. 

Monochromatic 

When artwork is printed in black and white, 

then the Monochromatic version of the logo 

should be used. 

Reversed 

When the background is too dark, we should 

be using the reversed version of the logo. Keep 

in mind if using the reversed version that the 

registered mark should be in white. 

Reversed 

Sizing & spacing 

Minimum reproduction size 

140 px 


Wordmark 

The wordmark is generally used when the logo 

will be too small or on in-store signage where 

the logo might not fit aesthetically pleasing. 

FARM BOY 


Logo Don’ts 

Never redraw or alter the logo, including 

the placement and size relationship of its 

letters or spark symbol. Doing so weakens 

our identity. Do not use distracting patterns, 

photography, or other elements that may 

overpower it. Always use authorized artwork. 

FARM BOY 

We’re Fresh! 

Do not alter the size relationship 

between any of the graphic elements. 

Do not re-create the logo. Always 

use the provided electronic artwork. 

Do not edit tagline. 

Do not reverse 

the logo improperly. 

Do not apply the logo in 

non-approved colours. 

Do not stretch or compress the logo. 

Do not apply the logo on an angle. 

Do not use the logo on 

backgrounds that overpower it. 

Do not add graphic elements 

to the logo unless approved. 

Do not use a low-resolution 

logo on a printed piece. 


OUR SUB-BRANDS 

Department Logo’s Career Logo Farm Boy Learning Centre 

FBU Colour 

FBU Monochromatic 


OUR PROGRAMS 

Region Highligh 

Because Farm Boy is know for supporting 

local, always, these logos are to be used 

whenever possible. We use them to highlight 

specific products at the store level and in print. 

Please ensure that they are not overused. 

Special Diet 

Farm Boy is committed to providing food options to address all dietary needs 

and restrictions. We use these symbols mainly on in-store signage to make it easy 

for our customers to make proper choices. These symbols are only used when 

highlighted by the department providing the product description. 

VEGAN 

VEGETARIAN VEGETARIAN 

MADE 

WITHOUT 

GLUTEN 

Fresh From 

ONTARIO 

Farm Boy Brand Guide | SUB-BRAND AND PROGRAMS

OUR TYPOGRAPHY 

Our typography is an important ingredient to our brand. 

They are fonts that you might see on a country fair 

poster or above the tomatoes in a farmer’s market; 

easy to read and friendly, just like our staff. 


OUR FONTS 

THE PRICE IS RIGHT 

GEOSLAB 

A B C D E F G H I J K L M N O P Q R S T U V W Y Z 

a b c d e f g h i j k l m n o p q r s t u v w y z 

1 2 3 4 5 6 7 8 9 0 

Geoslab703 Extra Bold is generaly used for titles of new 

signage, bulkheads, and some ads. When you want a strong, 

bold, proud voice to convey then Geoslap is a good choice 

to start with. 

The Price is Right 

It’s important that the customer can easily read the price 

in all applications. Marker felt has been chosen for its 

clarity and character. Like the signs at a farmer’s market, 

it looks handwritten but easily read. 

Feature Price 

Marker Felt 



1 2 3 4 5 6 7 8 9 0 

Marker Felt Wide is used for some titles, when you want 

to convey a conversational approach where you want 

to sound more friendly and inviting. 

Helvetica Neue A B C D E F G H I J K L M N O P Q R S T U V W Y Z 


1 2 3 4 5 6 7 8 9 0 

Helvetica Neue Regular is used as body copy, it may be used 

for titles but should be for when we are making internal 

pieces. You can find Helvetica Neue in our weekly print 

and digital churn. 

6 99 

100% 

Secondary Price or Copy Price 

50% 

/lb 

15.41/kg 

$6 99 /lb, $15 41 

50% 

8% 

100% 

Farm Boy Brand Guide | FONT USAGE GUIDLINE

OUR COLOURS 

Beige? Yes, beige. Farm is in our name and all good 

things from the farm come from the earth. We start 

with beige and then add the beautiful colours of fruits 

and vegetables as accents. 


Our Primary Colour Palette 

For our core branding items particularly the 

logo, use only black and beige (Pantone 467u) 

PMS Pro Black 

C25 M25 Y25 K100 

R0 G0 B0 

#000000 

C0 M0 Y0 K0 

R 255 G 255 B 255 

#FFFFFF 

A0008 - Crisp White Shirt 

467 C 467 U 

C3 M12 Y34 K10 

R 210 G194 B149 

#E9D5B7 

A0715 - Bavarian Cream 

Our Secondary Colour Palette 

These colours have been selected to complement 

and expand on the primary colour palette. They 

are warm and represent the variety of produce 

that we are famous for: the orange of a carrot, 

green lettuce leaves and the warm blue of 

a blueberry for example. 

202 C 

C0 M98 Y75 K45 

R148 G10 B34 

#940A22 

308 C 

C88 M56 Y31 K10 

R39 G99 B132 

#276384 

377 C 

C50 M1 Y100 K20 

R122 G154 B1 

#7A9A01 

124 C 

C0 M29 Y99 K0 

R253 G186 B18 

#FDBA15 

159 C 

C12 M67 Y100 K0 

R216 G112 B40 

#D8701C 

463 C 

C38 M63 Y100 K30 

R127 G84 B34 

#7F5321 

Farm Boy Brand Guide | COLOUR PALETTE

WOODCUT ILLUSTRATION 

Woodcut illustration is what separates our brand 

from the others. It is genuine and honest, informing 

the customer about ingredients in a simple and 

streightforward way. 


Background 

- Tone on tone 

- Supportive 

Focus Image 

- Full colour 

- In the front 

- Focus point 

Farm Boy Brand Guide | ILLUSTRATIONS

A WOODCUT ABOVE THE REST 

Illustration 

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Black and White 

These woodcuts are only used to 

tone or add texture to a solid colour. 

Colour (small) 

The small woodcut illustrations are used 

primarily on packaging to highlight ingredients. 

The style uses larger/thicker lines as they 

are small and the detail must stand out. 

Colour (large) 

The large woodcuts are seen mainly on 

signage or large applications. You will notice 

that there are more and thinner shading lines 

making it easier to see when enlarged. 

Farm Boy Brand Guide | ILLUSTRATIONS

PHOTOGRAPHY 

Like in day of Polaroids, we primarily use photography 

to show products in an immediate and compelling 

way. They are used in media where an illustration is not 

suitable: the flyer, social media and advertising 

for example. 


Brand guide section

PHOTOGRAPHY 

Showing the produce cut open over a bed 

of the produce makes it look more appealing 

and gives the subject some contrast. When 

possible, use this methord. This is done at 

store level too, it shows to our target that we’re 

not afraid to show what’s behind the curtain 

and stand firmly by our crops that we’ve 

hauled in for this week’s flyer specials. 

• Bright healthy produce should be used 

• Make sure there are no rotten/discoloration 

• Shoot head on 

• When produce is in a package, make sure 

the package is in the flyer 

Produce 

Produce should be photographed on a 

white background to highlight the colour 

and texture. When required, the package 

can be included, as along as, the 

focus remains on the produce. 

Grocery 

Like Produce, Grocery items will be 

photographed on white background. 


Raw vs Cooked 

Meat should always be photographed 

as it appreas in the store. If it is a raw 

item it should be photographed raw. A 

cooked image can be used to support 

the message but the focus should be on 

the raw product. 

Our Prepared Food 

Elements that should be included when 

photographing our prepared food: 

- Product as it appears in-store 

- Prepared product (finished) 

- Raw ingredients (for balance) 

In-store package 

Raw ingredients 

Prepared product 

Farm Boy Brand Guide | PHOTOGRAPHY

POSITIONING STATEMENT 

Farm Boy is a food store whose market position is 

defined not only by what it sells – the best-tasting, 

freshest foods – but also by what it doesn’t sell 

(financial services, cleaning products, clothes, etc.). 

In other words, it’s all about the food. We know that 

Farm Boy customers want healthful, enjoyable meals. 

We are driven by our passion for food to ensure that all 

Farm Boy customers enjoy the very best-tasting food. 


FARM BOY MESSAGING PLATFORM 

The brand language is credible, 

knowledgeable and respectful 

using words like: 

Passionate 

Dedicated 

Resourceful 

Innovative 

Fresh 

Humorous 

Playful 

Warm 

Invigorating 

Clean 

Bright 

Healthy 

Uncluttered 

Trusted 

Integrity 

Consistent 

Resolute 

High-Level Benefit (value proposition) 

Farm Boy customers enjoy the very 

best-tasting food. 

Why Farm Boy (unique selling proposition) 

Everything we do at Farm Boy is driven 

by our passion for food. 

Brand Promise 

Farm Boy promises to have the freshest, 

best-tasting foods. 

RECIPE FOR GOOD COPY 

1. Be conversational. 

A conversational tone sets us apart from other retailers. We often speak in 

fragments, so it’s fine to use them in your writing. Use personal pronouns 

(i.e., we, you, our, your). 

2. Use a gender neutral voice. 

Read the message in your head with a female voice and then with a male 

voice. We’re a company of both genders. The voice should reflect that. 

3. Use contractions. 

Make your copy sound more like how real people speak. 

4. Avoid “Marketingese” in your copy. 

Remember, you’re telling our story. Read your copy out loud to yourself and 

ask “Would someone actually say this?” 

5. Use a strong “call to action.” 

Use active verbs, but don’t be overly demanding. 

6. Use short sentences. 

A staccato rhythm interspersed with longer (not run-on) sentences keeps 

an audience’s interest. 

Again: Headlines will often be an exception, especially when adding you, your, 

our, we, etc. to make them more conversational. 

Farm Boy Brand Guide | MESSAGING

OUR DEPARTMENTS 

The departments at Farm Boy are treated like stands 

at a farmer’s market. Each bringing the best of their 

products to the customers. 


Brand guide section

Produce is at the heart of Farm Boy. 

Visually, this department is laid out to 

resemble open-air farmer’s markets, 

which not only extends the Farm 

Boy brand but amplifies it. 


PRODUCE - STYLE OVERVIEW 

Words We Use 

Farm Fresh 

Pick(ed) Field 

Crisp Sweet 

Colours 

This department uses the Primary brand colour 

pallet accented by the Secondary green. 

Refer to page 17 of this guide.. 

Supporting Graphics 

In order to achieve the proper balance 

within the produce department, barn board, 

dark wood, chalk effect, weathered effect 

and wooden frames are incorporated as 

support graphics. 

Imagery 

Woodcuts are used primarily in this department 

to support the overall brand. 

Refer to page 21 of this guide. 

Typography 

The Marker Felt font is used extensively to 

reinforce and support the hand-drawn signs of 

a traditional market. Large sings are designed 

and written to inform and educate while 

smaller signs are simple, straightforward and 

easy to read. 

Logos Used 

The below logos are often on an angle of 10°. 

Department Sample 

Farm Boy Brand Guide | DEPARTMENTS

“Like the best homemade” and we 

mean it! We support this claim visually 

by combining playful typography and rich 

colours creating a warm environment. 


KITCHEN - STYLE OVERVIEW 

Colours 


pallet accented by the Secondary beige. 



The look and feel of the Farm Boy Kitchen is 

based on an old fashioned bakery and oven. 

To support this we use red brick, light stained 

wood and chalkboard. 

The Brand 

The Farm Boy Kitchen is a registered 

trademark and must be accompanied by the 

symbol and not modified. 

Typography 

Geoslab font is used extensively to reinforce 

and support the logo of the department. Large 

sings are designed and written to inform 

and educate while smaller signs are simple, 

straightforward and easy to read. 

Words We Use 

Authentic 

Homemade 

From Scratch 

Logos Used 

Because this department sells prepared food 

we are mandated to use icons to identify 

potential dietary and allergy interactions. 


VEGAN 

VEGETARIAN VEGETARIAN 

MADE 

WITHOUT 

GLUTEN 


Accented with wood, rope and corrugated 

metal, our fish department evokes a classic 

fisherman’s dock. Fish displayed in ice 

are accented with black signs using blue 

and white handwritten typography. 


SEAFOOD - STYLE OVERVIEW 

Colours 

This department uses the Primary brand 

colour pallet accented by the Good catch 

blue and black. 



In order to achieve the proper balance within 

For the seafood department, rustic dark wood, 

chalkboard, chalkboard effect, and wooden 

frames are incorporated as support graphics. 

Typography 

“Good Catch” 

The “Good Catch” logo is a registered 

trademark and must be accompanied 

by the symbol and not modified. 

Words We Use 

Good Catch 

Fresh 

Sustainable 

Eco-friendly 

GEOSLAB 



1 2 3 4 5 6 7 8 9 0 

Marker Felt 



1 2 3 4 5 6 7 8 9 0 

Reklame (Talking sign titles only) 



12 3 4 5 6 7 8 9 0 

DEPARTMENT SAMPLE 


100% Canadian, butcher-quality meats 

is what we offer and it shows in how we 

design this department. Like the iconic 

neighborhood butcher, the Farm Boy 

Meat Shop uses painted brick warm 

colours and chalkboard. 


MEAT SHOP - STYLE OVERVIEW 

Words We Use 

Superior taste 

Butcher quality 

Tender(ness) 

Satisfaction 

Guaranteed 

Colours 

This department uses a variety of warm 

colours that identify the different meats that we 

offer. 




Imagery 

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department to support the overall brand. 


Logos Used 

Typography 






Just like bread, fresh from the oven! 


BAKERY - STYLE OVERVIEW 

Words We Use 

Word 

Word 

Word 

Colours 

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accented by the Secondary green. 




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dark wood, chalk effect, weathered effect and 

wooden frames are incorporated as support 

graphics. 

Imagery 

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Typography 

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easy to read. 

Logos Used 

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mandated to use icons to identify potential 

dietary and alergy interactions. 

PIE 

– of the – 

MONTH 






Just like bread, fresh from the oven! 


DAIRY - STYLE OVERVIEW 

Words We Use 

Word 

Word 

Word 

Colours 

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accented by the Secondary green. 








graphics. 

Imagery 

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Logos Used 

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mandated to use icons to identify potential 


Typography 






easy to read. 


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DELI SHOP - STYLE OVERVIEW 

Words We Use 

Word 

Word 

Word 

Colours 

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graphics. 

Imagery 

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Typography 






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Logos Used 

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CHEESE SHOP - STYLE OVERVIEW 

Words We Use 

Word 

Word 

Word 

Colours 

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graphics. 

Imagery 

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Typography 






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Logos Used 

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Produce is at the heart of Farm Boy. 

Visually, this department is laid out to 

resemble open-air farmer’s markets, 

which not only extends the Farm 

Boy brand but amplifies it. 


GROCERY - STYLE OVERVIEW 

Words We Use 

Word 

Word 

Word 

Word 

Word 

Word 

Imagery 

Woodcuts are used primarily in this department 

to support the overall brand. 


Colours 




Typography 

The Marker Felt font is used extensively to 





easy to read. 


In order to achieve the proper balance within 

the produce department, barn board, dark 

wood, chalk effect, weathered effect and 


graphics. 


Logos Used 

The below logos are often on an angle of 10°.

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