Alaska Seafood Marketing Institute

Official Websites

• https://www.alaskaseafood.org
• http://www.alaskaseafood.org

Brand Guidelines

2021

Brand Summary

Mission

• The Alaska Seafood Marketing Institute (ASMI) is a marketing organization with the mission to increase the economic value of the Alaska seafood resource through increasing positive awareness of the Alaska Seafood brand, collaborative marketing programs, championing sustainability, proactive marketing planning, quality assurance, education, advocacy, research, and prudent fiscal management [^1].

Core Values

• Highest ethical standards
• Dignity and respect for employees and members
• Transparency in business
• Truthful promotions and claims
• Marketing activities for largest economic benefit

Target Audience

• The target audience includes consumers seeking premium quality, sustainable seafood, industry members (harvesters and processors), and external partners within the food industry [^2].

Personality Traits

• Passionate
• Vibrant
• Enthusiastic
• Hardworking
• Experienced
• Smart
• Knowledgeable
• Honest
• Transparent
• Dedicated
• Confident
• Strong
• Proud

Visual Identity Overview

• The visual identity is defined by a thoughtfully executed system including logo, color palette, typefaces, graphic elements, photography, iconography, and layout. It emphasizes wild, natural, and sustainable qualities, with consistent application across all communications. The logo features mountains, coast, sea, and a boat, representing Alaska’s rugged landscape and seafood industry. The color palette is inspired by Alaska’s natural environment, and imagery is vibrant, authentic, and specific to place [^3].

Categories

Brand Voice

• Our voice is an external reflection of our personality and represents how we should sound in every element of our brand dialog and messaging. The following voice guidelines help us create a consistent tone throughout all of our communication.
• • We love what we do and it shows. We get excited about our wild and sustainable seafood, and it shows in our communication. The language we use should be positive, passionate and direct – just like the people harvesting, managing and cooking up our seafood.
• • We’re never boastful, we are here to help. While we work hard, we don’t brag. We are here to provide customers with the best seafood and inspiration for their kitchens. We never take all the credit or talk down to anyone.
• • We let flavor lead the way. We use words and phrases that bring foods to life by highlighting flavors, textures, aromas, and quality so our customers will be left wanting more.
• • We are proud. We’ve been around a long time, fishing carefully, committed to protecting our seafood for future generations and providing the best quality seafood on the planet. We always communicate confidently and proudly, but not boastfully.
• • We keep it personal. We use language that feels personal and approachable and allows our customers to get to know us and our story.
• • We talk about what we are, never about what we aren’t. We are committed to telling the story of wild, sustainable Alaska seafood without comparing to or disparaging our competition.
• • We’re never too formal or stuffy. We never want to sound overly corporate or stiff, which can come across as cold and impersonal. We represent honest, hardworking, salt-of-the-earth people from Alaska, which our communications should portray.
• • We keep it simple. While we describe our foods in ways that show our passion and leave people wanting a taste, we don’t go on and on. We know our customers want clarity and straightforward communication, so we highlight what’s important and stick to the key points they need to know.
• The ASMI Writing Style Guide is intended to establish a uniform brand voice as a means of strengthening the ASMI brand. This guide serves to identify Alaska Seafood’s brand writing style, clarify often-misused terms and provide guidance between two ‘right’ choices to ensure consistent brand messaging.
• ASMI uses AP style except where noted. Writing should be clear, use active voice, and support the brand. Keep your audience in mind.
• The ASMI brand tone is helpful and informative, not boastful. We are proud of Alaska and always seek to speak about what we are, never about things we are not.

Brand Imagery

• Vibrant and captivating photography is an important part of the Alaska Seafood brand. The overall photographic look is a blend of food and wild Alaska imagery – harvesting (action), fishermen, and scenic photography to tell a multidimensional story.
• We use original photography and video as much as possible. We use only photos with permission and credit them.
• Stock photos should be used minimally. Instead, it is ok to be creative, to go outside the box. When a photo shoot is involved, it is very important to create a sense of naturalness and to avoid clichéd poses or effects. All our photography should support our brand attributes through characteristics of the people, their actions and their environments. Always think how the imagery can tell a larger story about Alaska.
• IMAGERY USED BY ALASKA SEAFOOD • Has character • Has authenticity • Understands “local” • Includes scenic, harvesting, food and species, but is still specific to place • Should feel like Alaska when possible • Should not seem ubiquitous • The food is pure, delicious and adventurous • Should not look like advertising imagery • Has a consistent look over time • Is visually compelling, engaging and consistent • Demonstrates credibility • Considers visual metaphors • Should be clean and free of blood, rust, or grime that would infer unsafe food handling • Is distinct (even unusual, but not inappropriate and not off-message) • Is used heavily throughout all marketing material • Is something that locals recognize as “ours”—represents the fisherman, the state, the conscious minded community • Shows an overwhelming respect for the ocean and all its creatures • Highlights the aspects that most people around the world don’t get to see • Is thoughtful and intentional • Is not just for a local audience, it is connected internationally • Suggests an active place, rather than a static place • Is diverse. It does not suggest the stereotypical image of Alaska, standard food and dining and not one or two cultures but many
• Use images that highlight Alaska’s unique and wild landscapes like glaciers, mountains, ocean and animals. Environments need to be real and honest and not feel contrived or staged, portraying a wild and artisanal sense to our audience.
• Food/recipe photography should be mouth-watering and inspiring in all recipe applications. Hero images are of the seafood species alone, raw or cooked and looking delicious. Recipe images feature Alaska seafood in a variety of formats, from simple to aspirational, highlighting the seafood as the center of the dish. Photography is set in natural environments, not overly propped, and feels inviting. Plating and background elements should be appropriate to target audience.
• Do Show • The hard working, dedication of Alaska’s fishermen and fishing families • Action shots of harvesting • From harsh weather, big rough seas to sunny gorgeous days • Varieties of areas, harvesting types • Natural setting shots
• Don’t Show • Standing on fish, poor treatment of fish, blood, rust, grime, oil, fishermen smoking, perceived alcohol misuse • Limit use of posed fishermen on boats or docks with no fish in hand. Instead focus on fishermen in natural work environments, posed or working, with fish in hands
• Whether raw or cooked, whole fish or fillets, seafood should always look delicious and convey premium quality. Food should always be the hero; use simple, clean backgrounds, surfaces, and do not over prop.

Color Palette

• Our color palette is a fundamental component of the Alaska Seafood brand. It’s used to capture the essence of who we are and set the tone for how different audiences perceive us.
• Our palette is made up of six tones, which are inspired by Alaska’s natural environment. The individual tones within the palette have been carefully selected to complement each other and allow for versatility in designs. Above all, the tones support the underpinning values of the Alaska Seafood brand.
• The various color numbers shown are for different production processes.
• PMS -are also called “spot” colors, used for “one-color” processes.
• CMYK -profile is for printing with inkjet and “process” printers.
• RGB -is the color profile used for screens and monitors and anything web-related or digital.
• HEX -is the color profile used for screens and monitors and anything web-related or digital.
• Color has an immense impact on the mood we set for our audience. To ensure that our palette is used correctly, we have provided a set of example color ratios dictating different moods and tones for specific communication categories.
• For consumer targeted communications, we suggest a scheme that is uplifting, colorful and image rich.
• ORGANIZATION-FACING Indicates predominantly white or negative space.
• CONSUMER-FACING With these subtle changes in color ratio, we start to create definitive visual styles for each audience, allowing the palette to break out into sector-specific identities, without losing the essence of the wider brand.
• The color ratios provided here should be used for reference when creating branded content.
• Tints To create more variety and flexibility, the brand colors may be used in various tints. Please refer to the recommended tints indicated to the right.

Typography

• Typography is an essential aspect of our brand identity. Our typographic style contributes to our distinct aesthetic. Following the suggested usage will ensure consistency throughout all communications.
• Legibility is important. Legibility stems from typeface style, color and size. We are mindful to have contrast in our typeface from the background and to choose a typeface that does not strain the reader.
• • DO: Pay particular attention to the size of the font, adhere to a minimum font size of 10 points. Place smaller fonts on white or light backgrounds so that reversing the font color is not necessary as this is harder to read.
• • DON’T: Add additional colors to the typeface or add additional typefaces.
• Primary fonts are the preferred typefaces for the new brand. They should be used whenever feasible, but especially in milestone work such as websites, brochures, event signage, business cards, advertisements and the like. The primary fonts are unlikely to be available automatically on typical office computers. You may need to download them for a modest charge.
• Primary Fonts Pluto Sans Main Headline True North Secondary Headline / Sub-headline Arquitecta Body Copy
• Universal fonts are typefaces that approximate the look or overall graphic feel of the primary fonts using fonts more readily available on everyday computers. These fonts may be used to substitute for the primary fonts in situations where, for some reason, it is impossible to obtain or use the primary fonts and in situations that are more casual, immediate, or less mission-critical than the examples listed above. Such situations might include internal memos, reports, presentations, and the like.
• Corbel Headline / Sub-headline / Body copy
• Pluto Sans is an informal, but straightforward geometric sans serif. This contemporary type family compliments Alaska Seafood’s personality by providing a personal, yet honest voice. It is used for headings and hero typography throughout the brand. The wide letterforms and open tracking, evoke a sense of freedom and space.
• This vintage inspired, all-caps font may be a little rough around the edges, but carries a playful spirit. Its hand drawn design conveys a sense of adventure and the great outdoors. It is used for secondary headings and in some cases a substitute for the hero typography to covey the wild and natural nature of the brand.
• Arquitecta mixes a rational geometric typeface with humanist proportions suitable for text layout and continuous reading. Its rounded appearance promotes an inviting and approachable feel, allowing the human nature of the brand to shine through. It is used for all secondary and body copy. A variety of weights allows the brand to communicate expressively.
• The choice of type is instrumental in conveying tone. The audience and the subject matter can vary greatly between different communications/ campaigns. In such cases, the recommended typefaces should be explored to convey the appropriate voice.
• Headline: 36pt Pluto Sans Medium Subhead: 26pt Arquitecta Bold Italic Body: 12pt Arquitecta Regular
• Headline: 35pt Subhead: 20pt Body: 12pt True North Black Pluto Sans Medium Arquitecta Regular
• Corbel is an acceptable substitute for the licensed fonts when they are impossible to obtain. Corbel should be readily available on any computer.
• Headline: 46pt Subhead: 24pt Body: 12pt Corbel Bold Corbel Regular Corbel Regular
• Do not change the typeface.

Logo Usage

• The logomark consists of three basic elements: the wordmark, the mountains, coast, and sea and the boat.
• The wordmark is a hand done redrawing of the original. lt represents the honest, hardworking, salt-of-the-earth people of Alaska, while showing our longevity and years of experience.
• The mountains, coast and sea, set in blue, represent the great state of Alaska, our connection to the great outdoors and our respect for the sustainable resource.
• The boat represents the impeccable quality of Alaska seafood. It’s wild caught, processed by hand and packaged immediately. You can’t get any fresher than that! This standalone image is versatile and applicable in all usage situations. This version is the preferred logo treatment. Use this version whenever appropriate.
• The following parameters have been established to ensure correct and consistent logo and brandmark usage in all communication efforts involving them.
• When you use ASMI’s logo and brandmarks, they must refer to the Alaska Seafood brand, Alaska seafood (i.e. seafood that originates in Alaska) or food products in which Alaska seafood is the predominant ingredient.
• ASMI’s logo and brandmarks may be used only on food for human consumption.
• The logo should not be altered. In no case should the logo and brandmarks be distorted to achieve a specific graphic effect, nor should any element be extrapolated and used as a design element for any communication or other collateral materials.
• There are two primary logo options, depending on audience. These different variations allow for consistency of brand across audiences and publications. It is recommended to use the full color version with tagline whenever possible.
• The logomark without tagline can be used in cases where the tagline or institute name cannot be accomodated. The use of this version should be the exception, not the rule.
• The ASMI logo can be used in various size formats but should not be reduced smaller than 1(2.54 cm) in width; any smaller and it becomes illegible.
• To ensure high visibility and an uncluttered presentation, always maintain “clearspace” around the logo. A minimum of 25% of the height of the logo should be retained for clearance space; the purpose of this space is to isolate the logo from surrounding elements, thereby giving appropriate prominence to the logo.
• x = 1/4 of logo width (minimum clearance)
• The following examples represent unacceptable uses or modifications of the Alaska Seafood logomark.
• A. Do not alter, change or add other elements to the logo.
• B. Do not alter the dimensions, skew, or rotate the logo or elements.
• C. Do not change the typeface.
• D. Do not use the logo smaller than the recommended size. See page 32.
• E. Do not change the colors.
• F. Do not add extra wording to the logo.
• G. Do not use the logo on a busy or low contrast background.
• H. Do not apply any filter affects to the logo, i.e. drop shadow or glow.
• Maintain consistency across communications, by following these guidelines for font, size and placement, whenever pairing the logomark and tagline with the website url.
• The website should be set in Pluto Sans Medium at the same size of the tagline and horizontally centered.
• Whenever pairing the logomark with the species name, to maintain consistency across communications, be sure to follow these guidelines for font, size and placement.
• The species name should be centered directly beneath the logo, one-eighth the relative height of the logo; and set in the font Pluto Sans, Medium; with the cap at one-eighth the relative height the logo.
• The species name should not expand beyond the width of the logo. In such cases use a double line format.
• Use of the Alaska Seafood logo requires approval which may be obtained by contacting ASMI directly.

Tone And Messaging

• Our Brand Personality Passionate VIBRANT, ENTHUSIASTIC, AND HARDWORKING, BUT NEVER OVER THE TOP Experienced SMART AND KNOWLEDGEABLE, BUT NEVER A KNOW-IT-ALL Honest TRANSPARENT AND DEDICATED TO CONTINUOUS IMPROVEMENT, BUT NEVER COMBATIVE Confident STRONG AND PROUD, BUT NEVER ARROGANT
• Our voice is an external reflection of our personality and represents how we should sound in every element of our brand dialog and messaging. The following voice guidelines help us create a consistent tone throughout all of our communication. • We love what we do and it shows. We get excited about our wild and sustainable seafood, and it shows in our communication. The language we use should be positive, passionate and direct – just like the people harvesting, managing and cooking up our seafood. • We’re never boastful, we are here to help. While we work hard, we don’t brag. We are here to provide customers with the best seafood and inspiration for their kitchens. We never take all the credit or talk down to anyone. • We let flavor lead the way. We use words and phrases that bring foods to life by highlighting flavors, textures, aromas, and quality so our customers will be left wanting more. • We are proud. We’ve been around a long time, fishing carefully, committed to protecting our seafood for future generations and providing the best quality seafood on the planet. We always communicate confidently and proudly, but not boastfully. • We keep it personal. We use language that feels personal and approachable and allows our customers to get to know us and our story. • We talk about what we are, never about what we aren’t. We are committed to telling the story of wild, sustainable Alaska seafood without comparing to or disparaging our competition. • We’re never too formal or stuffy. We never want to sound overly corporate or stiff, which can come across as cold and impersonal. We represent honest, hardworking, salt-of-the-earth people from Alaska, which our communications should portray. • We keep it simple. While we describe our foods in ways that show our passion and leave people wanting a taste, we don’t go on and on. We know our customers want clarity and straightforward communication, so we highlight what’s important and stick to the key points they need to know.
• The ASMI Writing Style Guide is intended to establish a uniform brand voice as a means of strengthening the ASMI brand. This guide serves to identify Alaska Seafood’s brand writing style, clarify often-misused terms and provide guidance between two ‘right’ choices to ensure consistent brand messaging.
• brand tone The ASMI brand tone is helpful and informative, not boastful. We are proud of Alaska and always seek to speak about what we are, never about things we are not.

Brand Values

• ASMI follows the highest ethical standards in its day-to-day operations and in its business relationships.
• ASMI values its employees and members and insists that all be treated with dignity and respect.
• ASMI conducts business in the open so its actions and decisions are visible to all industry members.
• ASMI tells the truth when it conducts promotions or make claims in the marketplace.
• ASMI conducts marketing activities that provide the largest economic benefit for its industry members.
• We follow the highest ethical standards in our day-to-day operations and in our relationships.
• Passionate VIBRANT, ENTHUSIASTIC, AND HARDWORKING, BUT NEVER OVER THE TOP
• Experienced SMART AND KNOWLEDGEABLE, BUT NEVER A KNOW-IT-ALL
• Honest TRANSPARENT AND DEDICATED TO CONTINUOUS IMPROVEMENT, BUT NEVER COMBATIVE
• Confident STRONG AND PROUD, BUT NEVER ARROGANT

Visual Style

• Typography is an essential aspect of our brand identity. Our typographic style contributes to our distinct aesthetic. Following the suggested usage will ensure consistency throughout all communications.
• Legibility is important. Legibility stems from typeface style, color and size. We are mindful to have contrast in our typeface from the background and to choose a typeface that does not strain the reader.
• • DO: Pay particular attention to the size of the font, adhere to a minimum font size of 10 points. Place smaller fonts on white or light backgrounds so that reversing the font color is not necessary as this is harder to read.
• • DON’T: Add additional colors to the typeface or add additional typefaces.
• Primary fonts are the preferred typefaces for the new brand. They should be used whenever feasible, but especially in milestone work such as websites, brochures, event signage, business cards, advertisements and the like. The primary fonts are unlikely to be available automatically on typical office computers. You may need to download them for a modest charge.
• Universal fonts are typefaces that approximate the look or overall graphic feel of the primary fonts using fonts more readily available on everyday computers. These fonts may be used to substitute for the primary fonts in situations where, for some reason, it is impossible to obtain or use the primary fonts and in situations that are more casual, immediate, or less mission-critical than the examples listed above. Such situations might include internal memos, reports, presentations, and the like.
• Pluto Sans is an informal, but straightforward geometric sans serif. This contemporary type family compliments Alaska Seafood’s personality by providing a personal, yet honest voice. It is used for headings and hero typography throughout the brand. The wide letterforms and open tracking, evoke a sense of freedom and space.
• True North: This vintage inspired, all-caps font may be a little rough around the edges, but carries a playful spirit. Its hand drawn design conveys a sense of adventure and the great outdoors. It is used for secondary headings and in some cases a substitute for the hero typography to covey the wild and natural nature of the brand.
• Arquitecta mixes a rational geometric typeface with humanist proportions suitable for text layout and continuous reading. Its rounded appearance promotes an inviting and approachable feel, allowing the human nature of the brand to shine through. It is used for all secondary and body copy. A variety of weights allows the brand to communicate expressively.
• The choice of type is instrumental in conveying tone. The audience and the subject matter can vary greatly between different communications/ campaigns. In such cases, the recommended typefaces should be explored to convey the appropriate voice.
• Headline: 36pt Pluto Sans Medium; Subhead: 26pt Arquitecta Bold Italic; Body: 12pt Arquitecta Regular
• Headline: 35pt Subhead: 20pt; Body: 12pt True North Black Pluto Sans Medium Arquitecta Regular
• Corbel is an acceptable substitute for the licensed fonts when they are impossible to obtain. Corbel should be readily available on any computer.
• Headline: 46pt; Subhead: 24pt Body: 12pt Corbel Bold Corbel Regular Corbel Regular
• The logomark consists of three basic elements: the wordmark, the mountains, coast, and sea and the boat.
• The wordmark is a hand done redrawing of the original. lt represents the honest, hardworking, salt-of-the-earth people of Alaska, while showing our longevity and years of experience.
• The mountains, coast and sea, set in blue, represent the great state of Alaska, our connection to the great outdoors and our respect for the sustainable resource.
• The boat represents the impeccable quality of Alaska seafood. It’s wild caught, processed by hand and packaged immediately. You can’t get any fresher than that! This standalone image is versatile and applicable in all usage situations. This version is the preferred logo treatment. Use this version whenever appropriate.
• When you use ASMI’s logo and brandmarks, they must refer to the Alaska Seafood brand, Alaska seafood (i.e. seafood that originates in Alaska) or food products in which Alaska seafood is the predominant ingredient.
• ASMI’s logo and brandmarks may be used only on food for human consumption.
• The logo should not be altered. In no case should the logo and brandmarks be distorted to achieve a specific graphic effect, nor should any element be extrapolated and used as a design element for any communication or other collateral materials.
• There are two primary logo options, depending on audience. These different variations allow for consistency of brand across audiences and publications. It is recommended to use the full color version with tagline whenever possible.
• The logomark without tagline can be used in cases where the tagline or institute name cannot be accomodated. The use of this version should be the exception, not the rule.
• The ASMI logo can be used in various size formats but should not be reduced smaller than 1(2.54 cm) in width; any smaller and it becomes illegible.
• To ensure high visibility and an uncluttered presentation, always maintain “clearspace” around the logo. A minimum of 25% of the height of the logo should be retained for clearance space; the purpose of this space is to isolate the logo from surrounding elements, thereby giving appropriate prominence to the logo.
• Clearspace: x = 1/4 of logo width (minimum clearance)
• Minimum Width 1 Inch (2.54 cm), 100px
• A. Do not alter, change or add other elements to the logo.
• B. Do not alter the dimensions, skew, or rotate the logo or elements.
• C. Do not change the typeface.
• D. Do not use the logo smaller than the recommended size. See page 32.
• E. Do not change the colors.
• F. Do not add extra wording to the logo.
• G. Do not use the logo on a busy or low contrast background.
• H. Do not apply any filter affects to the logo, i.e. drop shadow or glow.
• Maintain consistency across communications, by following these guidelines for font, size and placement, whenever pairing the logomark and tagline with the website url.
• The website should be set in Pluto Sans Medium at the same size of the tagline and horizontally centered.
• Whenever pairing the logomark with the species name, to maintain consistency across communications, be sure to follow these guidelines for font, size and placement.
• The species name should be centered directly beneath the logo, one-eighth the relative height of the logo; and set in the font Pluto Sans, Medium; with the cap at one-eighth the relative height the logo.
• The species name should not expand beyond the width of the logo. In such cases use a double line format.
• Our color palette is a fundamental component of the Alaska Seafood brand. It’s used to capture the essence of who we are and set the tone for how different audiences perceive us.
• Our palette is made up of six tones, which are inspired by Alaska’s natural environment. The individual tones within the palette have been carefully selected to complement each other and allow for versatility in designs. Above all, the tones support the underpinning values of the Alaska Seafood brand.
• The various color numbers shown are for different production processes.
• PMS -are also called “spot” colors, used for “one-color” processes.
• CMYK -profile is for printing with inkjet and “process” printers.
• RGB -is the color profile used for screens and monitors and anything web-related or digital.
• HEX -is the color profile used for screens and monitors and anything web-related or digital.
• Color has an immense impact on the mood we set for our audience. To ensure that our palette is used correctly, we have provided a set of example color ratios dictating different moods and tones for specific communication categories.
• For consumer targeted communications, we suggest a scheme that is uplifting, colorful and image rich.
• ORGANIZATION-FACING: Indicates predominantly white or negative space.
• CONSUMER-FACING: With these subtle changes in color ratio, we start to create definitive visual styles for each audience, allowing the palette to break out into sector-specific identities, without losing the essence of the wider brand.
• The color ratios provided here should be used for reference when creating branded content.
• To create more variety and flexibility, the brand colors may be used in various tints. Please refer to the recommended tints indicated to the right.
• Vibrant and captivating photography is an important part of the Alaska Seafood brand. The overall photographic look is a blend of food and wild Alaska imagery – harvesting (action), fishermen, and scenic photography to tell a multidimensional story.
• The image of Alaska Seafood is not just a logo. It is a design scheme, concept, idea and identity composed of a number of core elements that come together to create a distinctive look and feel.
• We use original photography and video as much as possible. We use only photos with permission and credit them.
• Stock photos should be used minimally. Instead, it is ok to be creative, to go outside the box. When a photo shoot is involved, it is very important to create a sense of naturalness and to avoid clichéd poses or effects. All our photography should support our brand attributes through characteristics of the people, their actions and their environments. Always think how the imagery can tell a larger story about Alaska.
• IMAGERY USED BY ALASKA SEAFOOD: • Has character • Has authenticity • Understands “local” • Includes scenic, harvesting, food and species, but is still specific to place • Should feel like Alaska when possible • Should not seem ubiquitous • The food is pure, delicious and adventurous • Should not look like advertising imagery • Has a consistent look over time • Is visually compelling, engaging and consistent • Demonstrates credibility • Considers visual metaphors • Should be clean and free of blood, rust, or grime that would infer unsafe food handling • Is distinct (even unusual, but not inappropriate and not off-message) • Is used heavily throughout all marketing material • Is something that locals recognize as “ours”—represents the fisherman, the state, the conscious minded community • Shows an overwhelming respect for the ocean and all its creatures • Highlights the aspects that most people around the world don’t get to see • Is thoughtful and intentional • Is not just for a local audience, it is connected internationally • Suggests an active place, rather than a static place • Is diverse. It does not suggest the stereotypical image of Alaska, standard food and dining and not one or two cultures but many
• Use images that highlight Alaska’s unique and wild landscapes like glaciers, mountains, ocean and animals. Environments need to be real and honest and not feel contrived or staged, portraying a wild and artisanal sense to our audience.
• Food/recipe photography should be mouth-watering and inspiring in all recipe applications. Hero images are of the seafood species alone, raw or cooked and looking delicious. Recipe images feature Alaska seafood in a variety of formats, from simple to aspirational, highlighting the seafood as the center of the dish. Photography is set in natural environments, not overly propped, and feels inviting. Plating and background elements should be appropriate to target audience.
• Do Show: • The hard working, dedication of Alaska’s fishermen and fishing families • Action shots of harvesting • From harsh weather, big rough seas to sunny gorgeous days • Varieties of areas, harvesting types • Natural setting shots
• Don’t Show: • Standing on fish, poor treatment of fish, blood, rust, grime, oil, fishermen smoking, perceived alcohol misuse • Limit use of posed fishermen on boats or docks with no fish in hand. Instead focus on fishermen in natural work environments, posed or working, with fish in hands
• Whether raw or cooked, whole fish or fillets, seafood should always look delicious and convey premium quality. Food should always be the hero; use simple, clean backgrounds, surfaces, and do not over prop.
• Our visual brand identity is supported with icons, graphs and illustrations. These elements need to be approachable, yet straightforward, convey a premium quality and have an optimistic feel.
• We strive to be simple, clear and timeless, not trendy, abstract or too cartoony. The icons, graphs and illustrations should help build the story - they are not intended to be the story. They should be seen as a supporting element, i.e. industry product/process (not recipes or people, which should be reflected in photography). The supporting artwork should reflect the brand personality outlined on page 11.

Iconography

• Our visual brand identity is supported with icons, graphs and illustrations. These elements need to be approachable, yet straightforward, convey a premium quality and have an optimistic feel.
• We strive to be simple, clear and timeless, not trendy, abstract or too cartoony. The icons, graphs and illustrations should help build the story - they are not intended to be the story. They should be seen as a supporting element, i.e. industry product/process (not recipes or people, which should be reflected in photography). The supporting artwork should reflect the brand personality outlined on page 11.
• …icons, graphs and illustrations should help build the story…

Layout And Composition

• Legibility is important. Legibility stems from typeface style, color and size. We are mindful to have contrast in our typeface from the background and to choose a typeface that does not strain the reader.
• Pay particular attention to the size of the font, adhere to a minimum font size of 10 points. Place smaller fonts on white or light backgrounds so that reversing the font color is not necessary as this is harder to read.
• Do not add additional colors to the typeface or add additional typefaces.
• The choice of type is instrumental in conveying tone. The audience and the subject matter can vary greatly between different communications/ campaigns. In such cases, the recommended typefaces should be explored to convey the appropriate voice.
• Headline: 36pt Pluto Sans Medium Subhead: 26pt Arquitecta Bold Italic Body: 12pt Arquitecta Regular
• Headline: 35pt Subhead: 20pt Body: 12pt True North Black Pluto Sans Medium Arquitecta Regular
• Headline: 46pt Subhead: 24pt Body: 12pt Corbel Bold Corbel Regular Corbel Regular
• The ASMI logo can be used in various size formats but should not be reduced smaller than 1(2.54 cm) in width; any smaller and it becomes illegible.
• To ensure high visibility and an uncluttered presentation, always maintain “clearspace” around the logo. A minimum of 25% of the height of the logo should be retained for clearance space; the purpose of this space is to isolate the logo from surrounding elements, thereby giving appropriate prominence to the logo.
• x = 1/4 of logo width (minimum clearance)
• Minimum Width 1 Inch (2.54 cm), 100px
• Do not alter, change or add other elements to the logo.
• Do not change the colors.
• Do not alter the dimensions, skew, or rotate the logo or elements.
• Do not add extra wording to the logo.
• Do not change the typeface.
• Do not use the logo on a busy or low contrast background.
• Do not use the logo smaller than the recommended size. See page 32.
• Do not apply any filter affects to the logo, i.e. drop shadow or glow.
• Maintain consistency across communications, by following these guidelines for font, size and placement, whenever pairing the logomark and tagline with the website url.
• The website should be set in Pluto Sans Medium at the same size of the tagline and horizontally centered.
• Whenever pairing the logomark with the species name, to maintain consistency across communications, be sure to follow these guidelines for font, size and placement.
• The species name should be centered directly beneath the logo, one-eighth the relative height of the logo; and set in the font Pluto Sans, Medium; with the cap at one-eighth the relative height the logo.
• The species name should not expand beyond the width of the logo. In such cases use a double line format.
• Our color palette is a fundamental component of the Alaska Seafood brand. It’s used to capture the essence of who we are and set the tone for how different audiences perceive us.
• Our palette is made up of six tones, which are inspired by Alaska’s natural environment. The individual tones within the palette have been carefully selected to complement each other and allow for versatility in designs. Above all, the tones support the underpinning values of the Alaska Seafood brand.
• The various color numbers shown are for different production processes. PMS -are also called “spot” colors, used for “one-color” processes. CMYK -profile is for printing with inkjet and “process” printers. RGB -is the color profile used for screens and monitors and anything web-related or digital. HEX -is the color profile used for screens and monitors and anything web-related or digital.
• Color has an immense impact on the mood we set for our audience. To ensure that our palette is used correctly, we have provided a set of example color ratios dictating different moods and tones for specific communication categories.
• For consumer targeted communications, we suggest a scheme that is uplifting, colorful and image rich.
• Indicates predominantly white or negative space.
• With these subtle changes in color ratio, we start to create definitive visual styles for each audience, allowing the palette to break out into sector-specific identities, without losing the essence of the wider brand.
• The color ratios provided here should be used for reference when creating branded content.
• To create more variety and flexibility, the brand colors may be used in various tints. Please refer to the recommended tints indicated to the right.

Writing Style

• The ASMI Writing Style Guide is intended to establish a uniform brand voice as a means of strengthening the ASMI brand. This guide serves to identify Alaska Seafood’s brand writing style, clarify often-misused terms and provide guidance between two ‘right’ choices to ensure consistent brand messaging.
• Alaska vs. Alaskan • Alaska: the state, and an adjective. Alaska vacation, Alaska lake, Alaska seafood. Wild Alaska seafood is a healthy addition to your menu! • Alaskan: a noun referring to a person who lives in Alaska. Never an adjective except in a proper name. Alaskans who have lived in the Last Frontier until a ripe old age are sometimes called ‘sourdoughs.’
• Alaska Seafood vs. Alaska seafood • Alaska Seafood refers to the brand representing seafood from Alaska; the Alaska Seafood brand. Alaska Seafood is the #1 ranked brand on menus. • Alaska seafood refers to the seafood from Alaska; the fish and shellfish harvested in Alaska. Alaska seafood is caught in Alaska and tastes great.
• For clarity, avoid using acronyms that are industry-specific. Spell out all but universally accepted and understood acronyms (see list below) in the first usage.
• ASMI uses AP style except where noted. Writing should be clear, use active voice, and support the brand. Keep your audience in mind.
• The ASMI brand tone is helpful and informative, not boastful. We are proud of Alaska and always seek to speak about what we are, never about things we are not.
• Proper nouns, like Dungeness crab, Alaska pollock or Chinook salmon, should be capitalized in all instances. All other species names (salmon, halibut, crab) should be lowercase.
• Chinook salmon is capitalized. Alaska king (or Chinook) salmon are the largest species of salmon from Alaska.
• Use commas to separate elements in a series, but do not put a comma before the conjunction in most simple series. Include a final comma in a simple series if omitting it could make the meaning unclear.
• Fillet is the preferred term. Both a noun and a verb. (“Filet” is the French spelling of the term and in English is generally used in reference to cuts of meat; petit filet.)
• Fisherman is the acceptable and preferred term for a person who fishes. While fisherwoman is occasionally used, fisher is more versatile. Or use a plural alternative for both genders: fishermen and women.
• Bullets are acceptable to ASMI to introduce individual sections of a list. Capitalize the first word following the bullet. Use periods, not semicolons, at the end of each section, whether it is a full sentence or a phrase Use parallel construction for each item in a list.
• The Magnuson-Stevens Fishery Conservation and Management Act, commonly known as the Magnuson-Stevens Act, is the primary law governing marine fisheries management in U.S. federal waters. Magnuson-Stevens Act is acceptable.
• Alaska Native: when capitalized, refers to an Alaskan who is either Northwest Coast Indian, Inupiat, Yupik, Aleut or Athabascan. Paul is an Alaska Native whose family has fished together for generations. Many Alaska Native cultures depend on fish and marine life for subsistence. native Alaskan: when lowercase, refers to a person born in the state who may or may not be an Alaska Native. Samantha is a native Alaskan; she was born in Anchorage and still lives there. non-native Alaskan: someone who was born outside of Alaska but lives there now. Ethan is a non-native Alaskan who was born in Kansas but now lives in Juneau.
• Program names (domestic marketing program, ASMI communications program) are not capitalized.
• Species is both the singular and plural form of the word. “Specie” should not be used.
• state of Alaska: lowercase when referring to the geographical location. The state of Alaska has over 34,000 miles of coastline. State of Alaska: Capitalize when referring to the legal or political entity. The State of Alaska mandates sustainability of renewable resources in its Constitution.
• Confine capitalization to formal titles used directly before an individual’s name. Executive Director Kelly Reynolds. Lowercase and spell out titles when they are not used with an individual’s name.
• Nearly always with periods. The U.S. fisheries are among the best-managed in the world. The exception is headlines.
• Use the word Alaska (never Alaskan) when describing seafood from Alaska.
• Alaska should be used as an adjective upon first reference and can be dropped in second if desired. The five species of wild Alaska salmon are king, sockeye, coho, keta and pink.
• Source for acceptable market names: FDA Seafood Database
• The FDA accepts only “sablefish” as the acceptable market name. “Black cod” is considered a vernacular name, however due to its prevalence in the marketplace, it may be used in parenthesis after the term sablefish. Alaska sablefish (black cod) has a high oil content and firm texture.
• Only Gadus chalcogrammus caught in Alaska waters or the exclusive economic zone (as defined in the Magnuson-Stevens Act) adjacent to Alaska can be called Alaska pollock. While this is true in the U.S., in other parts of the world, Russian pollock can also use this name. Always use the term Alaska’ with Alaska pollock.
• Alaska coho salmon: silver salmon Alaska keta salmon: chum salmon (avoid using this term), dog salmon (avoid using this term) Alaska king salmon: Chinook salmon (Chinook is capitalized) Alaska pink salmon: humpy salmon (avoid using this term) Alaska sockeye salmon: red salmon
• For clarity, avoid using acronyms that are industry-specific. Spell out all but universally accepted and understood acronyms in the first usage.

Stationery

• Delivering consistency across business communications is as important as it is to our marketing communications. A Microsoft Word template has been created for use in all business letters. The letterhead can also be used for meeting agendas with internal and external participants.

Email Signature

• Name Last Name Title To Go Here Office 907-465-5577 / 800-478-2903 Cell 907-209-5555 AlaskaSeafood.org Wild, Natural & Sustainable®

Powerpoint Template

• PowerPoint Template Example ••__ F’•:-} a - - mii–• . •1 Presented db byi Lorem lpsum secondary sub title exa aMple AlaskaSeafood.org MacBook
• BLOCK QUOTE EXAMPLE FOR QUOTES OR A SINGLE STATEMENT/SENTENCE OF GREATER IMPORTANCE. Section Headline Divider Slide Placement Example Headline Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet Secondary sub title dolore magna aliquam erat volutpat. Ut wisi enim ad example minim veniam, quis nostrud exerci tation ullam corper suscipit lobortis nisl ut aliquip exea com modo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie AlaskaSeafood.org
• Divider Slide BLOCK QUOTE EXAMPLE Headline • Lorem ipsum dolor sit amet, consectetuer Headline FOR QUOTES OR A Placement • Adipiscing elit sed diam nonummy nibh SINGLE STATEMENT/ Example • Euismod tincidunt ut laoreet dolore magna SENTENCE OF GREATER -Aliquam erat volutpat wisi enim ad IMPORTANCE. • Minim veniam quis nostrud exercitation AlaskaSeafood.org AlaskaSeafood.org Headline • Lorem ipsum dolor sit amet, consectetuer Placement • Adipiscing elit sed diam nonummy nibh Example • Euismod tincidunt ut laoreet dolore magna • Aliquam erat volutpat wisi enim ad Large single • Minim veniam quis nostrud exercitation statement or title placement example AlaskaSeafood.org AlaskaSeafood.org

Point Of Sale

• Alaska Salmon 100% WILD / 100% SUSTAINABLE / 100% DELICIOUS »en µ-S58, wee «±a5a, Wild, Natural & Sustainable’ Wild Alaska From responsibly managed fisheries in Alaska Wild Alaska Sockeye Adheres to internationally Salmon accepted seafood standards Sustainability is written into #AskForAlaska i Pollock Wild Alaska Pollock tke Alaska state constitution 100% WILD / 100% SUSTAINABLE / 100% DELICIOUS #ASKFORALASKA

External Partners

• Use of the Alaska Seafood logo requires approval which may be obtained by contacting ASMI directly.

Video

• Vibrant and captivating photography is an important part of the Alaska Seafood brand. The overall photographic look is a blend of food and wild Alaska imagery – harvesting (action), fishermen, and scenic photography to tell a multidimensional story.
• We use original photography and video as much as possible. We use only photos with permission and credit them.
• Stock photos should be used minimally. Instead, it is ok to be creative, to go outside the box. When a photo shoot is involved, it is very important to create a sense of naturalness and to avoid clichéd poses or effects. All our photography should support our brand attributes through characteristics of the people, their actions and their environments. Always think how the imagery can tell a larger story about Alaska.
• IMAGERY USED BY ALASKA SEAFOOD • Has character • Has authenticity • Understands “local” • Includes scenic, harvesting, food and species, but is still specific to place • Should feel like Alaska when possible • Should not seem ubiquitous • The food is pure, delicious and adventurous • Should not look like advertising imagery • Has a consistent look over time • Is visually compelling, engaging and consistent • Demonstrates credibility • Considers visual metaphors • Should be clean and free of blood, rust, or grime that would infer unsafe food handling • Is distinct (even unusual, but not inappropriate and not off-message) • Is used heavily throughout all marketing material • Is something that locals recognize as “ours”—represents the fisherman, the state, the conscious minded community • Shows an overwhelming respect for the ocean and all its creatures • Highlights the aspects that most people around the world don’t get to see • Is thoughtful and intentional • Is not just for a local audience, it is connected internationally • Suggests an active place, rather than a static place • Is diverse. It does not suggest the stereotypical image of Alaska, standard food and dining and not one or two cultures but many
• Use images that highlight Alaska’s unique and wild landscapes like glaciers, mountains, ocean and animals. Environments need to be real and honest and not feel contrived or staged, portraying a wild and artisanal sense to our audience.
• Food/recipe photography should be mouth-watering and inspiring in all recipe applications. Hero images are of the seafood species alone, raw or cooked and looking delicious. Recipe images feature Alaska seafood in a variety of formats, from simple to aspirational, highlighting the seafood as the center of the dish. Photography is set in natural environments, not overly propped, and feels inviting. Plating and background elements should be appropriate to target audience.
• Do Show • The hard working, dedication of Alaska’s fishermen and fishing families • Action shots of harvesting • From harsh weather, big rough seas to sunny gorgeous days • Varieties of areas, harvesting types • Natural setting shots
• Don’t Show • Standing on fish, poor treatment of fish, blood, rust, grime, oil, fishermen smoking, perceived alcohol misuse • Limit use of posed fishermen on boats or docks with no fish in hand. Instead focus on fishermen in natural work environments, posed or working, with fish in hands
• Whether raw or cooked, whole fish or fillets, seafood should always look delicious and convey premium quality. Food should always be the hero; use simple, clean backgrounds, surfaces, and do not over prop.

Additional Properties