Food Bank

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Sector

Food Logistics supply chain Ngo

Region

Guideline Year

Language

Tags

Official Websites

Brand Guidelines

2014

Brand Summary

Mission

To provide food relief to Australians in need, acting as the largest hunger relief organisation and the pantry for the country’s front line welfare agencies, with a vision to end hunger in Australia [^1].

Core Values

community
collaboration
compassion
efficiency
positivity
respect
dignity
fun
engagement
authenticity
consistency
boldness
vibrancy
contemporary outlook [^2]

Target Audience

Australians in need, welfare agencies, food and grocery industry partners, volunteers, donors, corporate sponsors, and the broader Australian community [^3].

Personality Traits

positive
uplifting
fun
friendly
accessible
bold
contemporary
vibrant
caring
efficient
enthusiastic
passionate [^2]

Visual Identity Overview

The visual identity is vibrant, bold, and contemporary, centered around a purple color palette, a distinctive hand-drawn logo, playful and approachable typography, and imagery that reflects warmth, optimism, and respect for people and communities. Consistency and clarity are emphasized across all brand elements and applications [^5][^2] .

Categories

Brand Voice

FOODBANK’S TONE IS POSITIVE AND UPLIFTING, FOCUSING ON THE INCREDIBLE IMPACT THAT THE ORGANISATION’S WORK IS HAVING.
The Foodbank brand is more than just a logo on our letterhead or trucks, it encapsulates the mood and tone of voice of everything that we say and do. The passion and enthusiasm shown by all the members of the Foodbank family should form the foundation it’s tone and be reflective of the values that we share. We want to communicate that Foodbank is building a movement to end hunger in Australia and we are encouraging all Australians to join the movement. Although Foodbank does serious work, we want the brand to be communicated with fun in mind. If we are going to create longstanding engagement with our stakeholders, we must create positive experiences for them. Whether you are a food donor, volunteer or corporate sponsor, we want interaction with Foodbank to be the highlight of their day.
Food is at the core of all that we do and represents a significant opportunity to soften our message and be light hearted. Utilising food puns and imagery as a creative entry point to functional content is one way to have fun with our brand. Here are a few ideas
“Seasonings Greetings!”
“Pasta La Vista”
You’re sure to be able to come up with plenty more egg-cellent ideas!
The key to creating an effective tone of voice is consistency. We want to create exceptional experiences at every touch-point. Whether you are visiting the website, chatting on the phone or volunteering, your experience of the Foodbank brand should be the same.
As a custodian of the brand, you are encouraged to develop and share a uniquely Foodbank language and help spread the passion that has made Foodbank such an important and effective part of Australia.

Brand Imagery

An image can speak volumes and create powerful impressions, therefore choice of images for use in any Foodbank communication will be very important as we build the new Foodbank brand.
Whether commissioning professionals to take images of our work, or using donated images from volunteers, supporters or amateur photographers, it is important to select images that reflect and evoke the tone and feel of the work of Foodbank.
The following image characteristics are suggested so that photography is consistent to the new Foodbank brand and style.
Foodbank images should focus on the people and communities that we work with. The images should reflect a warm, vibrant and optimistic feel. Images should always portray people with respect and dignity. Subjects may look directly at camera, or away, as long as they look happy, comfortable and natural in the setting. Group settings should reflect joy, camaraderie and common purpose towards the fight to end hunger. Images of warehouses and the work we do should be large and bold, showcasing that we are the largest food relief organisation in Australia.
Images should generally be in full colour. Staff and board photos may be presented in black and white.

Color Palette

Typography

Abraham has a big bold personality and is used for top level titles, large statements and pull out quotes. Bliss is a clean, approachable typeface that complements Abraham. A number of weights are available to create heading hierarchies throughout communications.
Trebuchet MS is readily available as a default typeface and can be used in internally produced documents.
Abraham is available to download from: http://tendollarfonts.com/products/abraham
Bliss is available to download from: http://typography.net/fontfamilies/view/27
PRIMARY TYPEFACES ABRAHAM ABCDEFGH I JKLMNOPQRSTUVWXYZ 0123456789!@#$%&* Bliss Extra Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%&* Bliss Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%&* Bliss Light ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%&*
DEFAULT TYPEFACE Trebuchet MS Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%&* Trebuchet MS Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%&*

Logo Usage

Our logo consists of an organic, hand drawn word mark positioned in the centre of a graphic device that symbolises the process of reinvention.
Our logo is our most recognised asset and should appear on all communications and used in accordance with these brand guidelines. As such, the visual integrity and clarity of our logo must be upheld at all times.
Distorting, scaling, changing colours of our logo in part or in full are not allowed.
Special imaging effects such as embossing, blurring and shadows are not to be used.
To protect the integrity of our logo a minimum area around our logo should be kept clear of text or graphic devices. The minimum clear space is defined by the width of the ‘O’.
To maintain the legibility of our logo a minimum size of 15mm has been determined.
There are also mono and reversed versions of the logo which can be used when there are colour limitations.

Tone And Messaging

FOODBANK’S TONE IS POSITIVE AND UPLIFTING, FOCUSING ON THE INCREDIBLE IMPACT THAT THE ORGANISATION’S WORK IS HAVING.
The Foodbank brand is more than just a logo on our letterhead or trucks, it encapsulates the mood and tone of voice of everything that we say and do. The passion and enthusiasm shown by all the members of the Foodbank family should form the foundation it’s tone and be reflective of the values that we share. We want to communicate that Foodbank is building a movement to end hunger in Australia and we are encouraging all Australians to join the movement. Although Foodbank does serious work, we want the brand to be communicated with fun in mind. If we are going to create longstanding engagement with our stakeholders, we must create positive experiences for them. Whether you are a food donor, volunteer or corporate sponsor, we want interaction with Foodbank to be the highlight of their day.
Food is at the core of all that we do and represents a significant opportunity to soften our message and be light hearted. Utilising food puns and imagery as a creative entry point to functional content is one way to have fun with our brand. Here are a few ideas
Christmas Greeting: Sign-off: “Seasonings Greetings!” “Pasta La Vista” You’re sure to be able to come up with plenty more egg-cellent ideas!
The key to creating an effective tone of voice is consistency. We want to create exceptional experiences at every touch-point. Whether you are visiting the website, chatting on the phone or volunteering, your experience of the Foodbank brand should be the same.
As a custodian of the brand, you are encouraged to develop and share a uniquely Foodbank language and help spread the passion that has made Foodbank such an important and effective part of Australia.
An organisation’s brand and visual language should always keep pace with its development. First impressions count. Our identity is the basis of the impression we make on our people, volunteers, partners and communities. The Foodbank brand is as much about physical identity as it is about our behaviour. We are all our brand custodians – in look, feel, tone and behaviour.
The Foodbank logo, graphic elements and colours should not be altered in any way.

Brand Values

The passion and enthusiasm shown by all the members of the Foodbank family should form the foundation it’s tone and be reflective of the values that we share. We want to communicate that Foodbank is building a movement to end hunger in Australia and we are encouraging all Australians to join the movement. Although Foodbank does serious work, we want the brand to be communicated with fun in mind. If we are going to create longstanding engagement with our stakeholders, we must create positive experiences for them. Whether you are a food donor, volunteer or corporate sponsor, we want interaction with Foodbank to be the highlight of their day.
The key to creating an effective tone of voice is consistency. We want to create exceptional experiences at every touch-point. Whether you are visiting the website, chatting on the phone or volunteering, your experience of the Foodbank brand should be the same.
As a custodian of the brand, you are encouraged to develop and share a uniquely Foodbank language and help spread the passion that has made Foodbank such an important and effective part of Australia.
As we build our brand we must ensure that our partner collaborations not only represent current value, but also have alignment with Foodbank’s values and brand aspirations. Remember, we will be judged by the actions of our partners as well as ourselves. Foodbank should seek out partnerships with organisations who have an authentic connection to the organisation or cause, and who resonate with our community.

Visual Style

Our logo consists of an organic, hand drawn word mark positioned in the centre of a graphic device that symbolises the process of reinvention.
Our logo is our most recognised asset and should appear on all communications and used in accordance with these brand guidelines. As such, the visual integrity and clarity of our logo must be upheld at all times.
Distorting, scaling, changing colours of our logo in part or in full are not allowed.
Special imaging effects such as embossing, blurring and shadows are not to be used.
To protect the integrity of our logo a minimum area around our logo should be kept clear of text or graphic devices. The minimum clear space is defined by the width of the ‘O’.
To maintain the legibility of our logo a minimum size of 15mm has been determined.
There are also mono and reversed versions of the logo which can be used when there are colour limitations.

Layout And Composition

Our logo is our most recognised asset and should appear on all communications and used in accordance with these brand guidelines. As such, the visual integrity and clarity of our logo must be upheld at all times.
Distorting, scaling, changing colours of our logo in part or in full are not allowed.
Special imaging effects such as embossing, blurring and shadows are not to be used.
To protect the integrity of our logo a minimum area around our logo should be kept clear of text or graphic devices. The minimum clear space is defined by the width of the ‘O’.
To maintain the legibility of our logo a minimum size of 15mm has been determined.
There are also mono and reversed versions of the logo which can be used when there are colour limitations.

Partner Collaboration

Partner collaboration will form a critical part of the Foodbank strategy moving forward. Not only will we continue to develop and exploit our amazing relationships with our food donors, but we will extend our partnerships in non-food environments.
As we develop our partner portfolio, it is important we assign significant value to the Foodbank brand. Association with Foodbank not only provides a halo effect of the incredible and positive impact the organisation has on society, but also represents the future equity value of the brand.
As we build our brand we must ensure that our partner collaborations not only represent current value, but also have alignment with Foodbank’s values and brand aspirations. Remember, we will be judged by the actions of our partners as well as ourselves. Foodbank should seek out partnerships with organisations who have an authentic connection to the organisation or cause, and who resonate with our community.
When developing assets and executions to support our partner collaborations we must ensure they are consistent with the style guide and approved by the Marketing and Fundraising Manager and CEO of Foodbank Australia. When developing partnerships in state markets, it is important that consideration is given to the impact in other states, especially when dealing with national organisations.
A database of partner assets is in development, to assist in your partnership strategies.

Brand Approval Procedures

As we begin our journey to build on our new brand, it is important that we all represent the brand in a consistent manner in line with the new brand guidelines. As with anything new, it will take some time to embed the new Foodbank brand across Australia. To ensure consistency and cohesion in this early stage of brand implementation, we have outlined an approval process below.
If you are printing locally, please ensure that your print company has a copy of the Foodbank Branding Guidelines and has the required print capabilities.
As Foodbank continues to build assets to create a strong brand identity and presence across Australia, all artwork using the new Foodbank brand must be vetted and approved by the Marketing and Fundraising Manager or CEO of Foodbank Australia. This includes artwork for signage, displays, advertising, promotional material and printed items.
If you need Foodbank Australia to help with the design of any new any material, please provide the Marketing and Fundraising Manager with all the information we’ll need including content, size, dimensions and materials. We will work with our designers to provide you with a final design and depending on the size of the project, this may take between two and four weeks. Final artwork will be provided after the project has been approved.
Please send a proof of any new design to the Marketing and Fundraising Manager for approval. If written content is to be incorporated, please provide it for consistency and one approval prior to design placement. The new design will be reviewed against the new Foodbank Brand guidelines to ensure brand consistency.

Stationery

Foodbank Business Card Design - The image should feature a business card design for Anumba Rawat, a Marketing and Fundraising Manager. The front of the card is primarily white with the name ‘Anumba Rawat’ prominently displayed at the top in bold purple font, followed by the job title ‘MARKETING AND FUNDRAISING MANAGER’ in a slightly smaller, gray font below. The contact information, including a phone number (+612 9887 4144), mobile number (+614 559 55 55), and email address (anumba.rawat@foodbank.org.au), appears underneath, each with a corresponding icon subtly integrated nearby. The physical address of Foodbank Australia is listed at the bottom left, with details ‘Foodbank Australia Ltd, 11 Julius Avenue North Ryde NSW 2113, PO Box 52 North Ryde NSW 1670’ in gray text. The right side of the business card features a large, purple stylized logo of a hand holding a rectangular object with rounded edges, and the logo is embedded within a purple rectangle with the URL ‘FOODBANK.ORG.AU’ written in uppercase purple letters beneath the logo. The design uses a clean, modern style with a minimalist aesthetic, prominent purple accents matching the logo, and clear, legible fonts for all text. The overall layout balances text and graphic elements, with the business card visually compatible with professional and nonprofit branding themes.
Food Bank Australia Flyer Design - The image should depict a professionally designed flyer or banner for Food Bank Australia, primarily utilizing a purple and white color scheme. The top-left corner features a prominent purple logo with bold uppercase text reading ‘FOOD BANK’ inside a stylized rectangular outline resembling a shopping basket or container. The background is predominantly white with some purple graphic elements, including abstract geometric shapes and stylized icons related to food and aid, such as a downward arrow and a knife, symbolizing donation or distribution themes. The flyer includes the Food Bank Australia website URL ‘FOODBANK.ORG.AU’ in purple text, positioned towards the top-right section. Additionally, the phrase ‘WITH CONDIMENTS’ appears in smaller purple uppercase letters, likely as a label or section heading. The overall layout is clean and modern, with a focus on clear branding, accessibility, and visual appeal.
FOOD BANK Letterhead Design - The image features a letterhead template for FOOD BANK, with the logo positioned in the top left corner, composed of the words ‘FOOD BANK’ inside a stylized purple square with rounded edges, and an arrow pointing upwards on the right side of the logo. The letterhead includes address details and contact information at the top right, in small black text, with a website URL ‘FOODBANK.ORG.AU’ centered below in purple text. The letter text below is in black, formatted in paragraphs with placeholder Latin text, including a salutation ‘Dear Sam Sample,’ and ending with a signature line containing the name ‘Jason Hinkle’ and the title ‘Chief Executive Officer.’ The accompanying background on the right side is predominantly purple with a design of white pipes or tubing that extend vertically from the bottom to near the top, with horizontal and curved sections, creating an abstract, schematic appearance. The pipes have a clean, minimalistic style. The overall layout presents a professional, corporate appearance with branding elements in purple, contrasting with the white background of the letter, and the design elements emphasize the theme of interconnectedness or distribution, consistent with a food bank organization.

Email Signature

[Figure description: Conceptual Email Signature Design - The image depicts a digital screenshot of an email composition window titled ‘Email signature’. The interface includes typical email toolbar icons such as ‘Send’, ‘Options’, ‘Attach’, and ‘Picture’, along with prioritization options labeled ‘High Priority’ and ‘Low Priority’ and a checkbox for ‘Check Names’. Below the toolbar, there are fields for ‘To:’, ‘Cc:’, and ‘Subject:’, with the subject line containing the text ‘Email signature’. The main body displays placeholder Latin text as a sample email content, formatted in paragraphs with different spacing. At the bottom, there’s a signature block featuring various elements: a colored rectangular logo on the left with the text ‘FOOD BANK’ and an adjacent purple segment labeled ‘THE BIG BREAKFAST’; to its right, a bright orange ‘DONATE HERE’ button styled as a call-to-action; underneath, an organization name ‘ANUBHA RAMAT’ with a designation ‘MARKETING AND FUNDRAISING MANAGER’ alongside a physical address, phone number, email, website URL, and logo. The logos and text are designed with vibrant colors including purple, orange, and white, with some elements having bold or capitalized text for emphasis.]Email signature □ Message Options [<][EE ,}=]: [resohet.ws[[E2: ij–2 High Priority & Send B I UweA’Ir@EE= Attach Picture* Low Priority Check Names To: Cc: Subject: Email signature Solectam corpor si nonectem volessum int di consoqui iumquas sod quuntem cum oaruntes id quianda ossunt re ostondi corumquato prao. Hom remporo ndaosti busandandao opti vit, consond aocoarunt utatom oxcosoq uiscid mint. Ovidus oxplandam, coroicilitam oum est et po coreriatom nis cusao. Ugias re volupta turehendio quo et hil incipsa ndandam aut et venis dobist, ipsum fugia dercit, od es doloromquas sum vid ut accao dis quam quisciis dentius et vorunt ad mod ex et volestom aliqui am et oxcos ullorum faccab incti totaspol is minci roptasp olluptiant qui aut quibus. Rumquo ipsantostis excoa quas quam iur solupta aspici corum quibus et vollenis dolut maios dolore qui quo nonsequidis molupta inverio officim porionet re nestia ea net doluptatom oarchil ot vonihiligni ducilles dolorpo roiuribus dol oxcoporo minvondam, oat ostotatis oum volonda prorrunto cum quamusamus, quiatinvol invororo froo6l ANUBHA RAWAT MARKETING AND FUNDRAISING MANAGER L8A4Mj Foodbank Australla Ltd ] 11 Julius Avenue North Ryde NSW 2113 [ PO Box 52 North Ryde NSW 1670 P+612 9887 4144 N +61 416 559 655 E anubha.rawat@foodbank.org.au @anubhaFoodbank Wfoodbank.org.au nag Thavimwi and apieianu premed inti:a-mal, and ry acccrapmyinguiachreant, are thaneai thamuthzr and de nat nacamnily rmpraant thav lean arspiriameltacarper, urdan chanelsa itaead. this range lu est meant faryca please delete Infullandnaify aASAP. Ri:csridari»l.and potentially legally privileged. Yza muse<hackIt Fer csruariarvinnai. B6. REAKFAST mo@reuse

Signage

Distorting, scaling, changing colours of our logo in part or in full are not allowed.
Special imaging effects such as embossing, blurring and shadows are not to be used.
To protect the integrity of our logo a minimum area around our logo should be kept clear of text or graphic devices. The minimum clear space is defined by the width of the ‘O’.
To maintain the legibility of our logo a minimum size of 15mm has been determined.
There are also mono and reversed versions of the logo which can be used when there are colour limitations.