Goat

📋 1 Guidelines

🔗 Connections

Sector

Food

Region

Canada

Guideline Year

2019

Language

English

Tags

Food beverage

Official Websites

Brand Guidelines

2019

Brand Summary

Mission
  • GOAT aims to create a sustainable cycle by offering an innovative way to share excess food within communities, with the goal of reducing food waste and leaving a better world for future generations [^1].
Core Values
  • sustainability
  • innovation
  • community
  • reducing food waste
  • sharing
Target Audience
  • Individuals and organizations interested in sharing excess food, supporting sustainability, and participating in community-driven efforts to reduce food waste [^2].
Personality Traits
  • friendly
  • modern
  • versatile
  • conscious
  • unique
Visual Identity Overview
  • The visual identity is defined by a custom, rounded, modern typography, vibrant color palette inspired by food, geometric shapes, and a logo that incorporates an infinity symbol to represent the sustainable cycle. The brand uses gradients, clearspace, and decorative systems based on logo geometry, with consistent application across business cards, presentations, ads, and imagery [^3].

Categories

Brand Imagery
  • When using photos we recommend to not overstep two-thirds of the layout. The light gray colour (black 10%) is allowed to be used as image or text box background. For presentations the minimun font size recommended in a text box is 22pts.
  • For the use of photography it is best to pick images with free spaces for the brand. We recommend using the GOAT logo with full colour as the main option.
  • When the logotype is superimposed on a photography, it is This will make the reading of the logo easier in both cases: when recommended to blend the image with the secondary grey colour. it is in full colour and when it is in white (light version).
Color Palette
  • The GOAT Brand includes the logo, colours and identifying elements that are valuable company assets. They should be respected in order to prevent its unauthorized or incorrect use.
  • Food is colorful by nature and as such attracts immediate attention. The use of nature colours in the logo is an effective way to communicate the brand identity associated with food.
  • The primary colours of GOAT are an important part of the identity of the brand. lfwe use the chromatic language correctly we will be ensuring the consistent communication.
  • Goat Green CMYK : C060 MOOS YlOO KOOO RGB : R116 G183 B067 WEB: C #74B743
  • Goat Orange CMYK : CODD M040 YlOO KOOO RGB : R250 G166 B026 WEB: #FAA61A
  • Goat Red-orange CMYK : COOS MOBO YlOO KOOO RGB : R230 G089 B037 WEB: #E65925
  • The secondary colours complement the primary colour pallet and they confirm the versatility of the use of the logo on different backgrounds and combinations.
  • Goat Dark Gray CMYK : C000 M000 Y000 K090 RGB : R065 G064 B066 WEB: #414042
  • Goat Turkish CMYK : Cl00 M025 Y0S0 K000 RGB : R000 G140 B141 WEB: #008c8d
  • Goat Dark Green CMYK : C090 M030 Y095 K030 RGB : R000 G104 B056 WEB: #006838
  • Goat Light Blue CMYK : Cl00 M025 YOl0 K000 RGB : R000 G146 B196 WEB: #008fc4
  • Goat Carmine CMYK : C020 Ml00 Y080 K020 RGB : R166 G026 B050 WEB: #a61a32
  • Goat Salmon CMYK : C000 M070 Y0S0 K000 RGB : R243 G113 B109 WEB: #f3716
  • Do not use primary colours as monochromatics.
  • Do not apply the gradient effect in other logo elements.
  • Do not use primary colours as backgrounds.
Typography
  • Goat logo has been carefully designed using a typography developed from scratch on a grid and a set of circumferences, giving a friendly, modern and versatile appearance.
  • The GOAT logotype uses a typography created to represent, in a dynamic and integral way, the company’s philosophy and the interrelationship between its stakeholders.
  • The typography used for GOAT is created on a grid of circumferences that have been carefully balanced.
  • We have selected the Montserrat typography as the primary font to be used with the GOAT logo. It is a modern Sans Serif developed with a huge geometric simplicity. It has useful variants and an open source license.
  • Minimum Slogan font size in any case: Montserrat Regular 4pts
  • For presentations the minimun font size recommended in a text box is 22pts.
Logo Usage
  • The GOAT Brand includes the logo, colours and identifying elements that are valuable company assets. They should be respected in order to prevent its unauthorized or incorrect use.
  • Standardizing the construction of a logo allows the brand to have a geometric formula for its reproduction. For the creation of the Goat logo the typography was developed by using circumferences on a grid whereby the writing can be standardized and well proportioned.
  • The matrix circumference of the logo has a value of 2X and the grid is built with the value of X/4.
  • The clearspace of the brand guarantees the best reading and visualization conditions. It is standardized using the same construction grid.
  • Minimum Logo Height: 6mm
  • Minimum Logo Height with slogan: 6mm
  • Minimum Slogan font size in any case: Montserrat Regular 4pts
  • Do not use primary colours as monochromatics.
  • Do not change the slogan or tag lines position.
  • Do not apply the gradient effect in other logo elements.
  • Do not use primary colours as backgrounds.
  • For the use of photography it is best to pick images with free spaces for the brand. We recommend using the GOAT logo with full colour as the main option.
  • When the logotype is superimposed on a photography, it is recommended to blend the image with the secondary grey colour. This will make the reading of the logo easier in both cases: when it is in full colour and when it is in white (light version).
Brand Values
  • The connection of the vowels “O” and “A” in the writing (infinite symbol) emphasizes the sustainable cycle that GOAT wants to create by offering an innovative way to share excess food within the communities with the goal of reducing food waste and leaving a better world to future generations.
Visual Style
  • These guidelines describe the visual elements that represent the GOAT corporate identity.
  • The goal of this document is to standardize the message that GOAT wants to communicate through its image in a consistent, conscious and unique way.
  • The GOAT Brand includes the logo, colours and identifying elements that are valuable company assets. They should be respected in order to prevent its unauthorized or incorrect use.
  • Goat logo has been carefully designed using a typography developed from scratch on a grid and a set of circumferences, giving a friendly, modern and versatile appearance.
  • The connection of the vowels “O” and “A” in the writing (infinite symbol) emphasizes the sustainable cycle that GOAT wants to create by offering an innovative way to share excess food within the communities with the goal of reducing food waste and leaving a better world to future generations.
Corporate Shapes System
  • After considering the geometries with which the logo was built, a graphic communication system has been developed that gives the accurate visual identity to the brand.
  • Decorative shape formed by using the set of circumferences that structure the logo.
  • Geometric Logo Type Circular Base Circular Base Filled Circular Base Softened Coloured Shapes
  • On light background Multicoulored On Corporative Backgrounds Coloured Decorative Element Decorative Element on Green GOAT Background Decorative Element on Orange GOAT Background Decorative Element on Red-orange GOAT Background
  • Monochromatic
  • Outlined
  • Green GOAT Decorative Element Orange GOAT Decorative Element Red-orange GOAT Decorative Element Colored Decorative Element Green GOAT Decorative Element Orange GOAT Decorative Element Red-orange GOAT Decorative Element
  • This is about the shapes which are the result of the logo construction and that can be used as communication elements: by themselves or complemented with their chromatic values.
  • Green GOAT Single Circle Coloured Outlined Orange GOAT Single Circle Coloured Outlined Red-orange GOAT Single Circle Coloured Outlined Orange GOAT Single Form Coloured Outlined
  • The infinity symbol is part of the logo conceptualization and it represents the dynamic cycle that the different social participants generate through GOAT.
  • It is recommended to use this symbol on explanations about the performance of the application, on corporate presentations, photographies or advertising infographics. The chromatic gradation that is applied on the logo must be used at all times.
  • It is important to have in mind that using this symbol does not replace, in any circumstance, the logo. It just strengthens the concept of the brand.
Corporate Decorative System
  • After considering the geometries with which the logo was built, a graphic communication system has been developed that gives the accurate visual identity to the brand.
  • Decorative shape formed by using the set of circumferences that structure the logo.
  • Geometric Logo Type
  • Circular Base
  • Circular Base Filled
  • Circular Base Softened
  • Coloured Shapes
  • On light background
  • Multicoulored
  • On Corporative Backgrounds
  • Coloured
  • Decorative Element
  • Decorative Element on Green GOAT Background
  • Decorative Element on Orange GOAT Background
  • Decorative Element on Red-orange GOAT Background
  • Monochromatic
  • Outlined
  • Green GOAT Decorative Element
  • Orange GOAT Decorative Element
  • Red-orange GOAT Decorative Element
  • Colored Decorative Element
  • This is about the shapes which are the result of the logo construction and that can be used as communication elements: by themselves or complemented with their chromatic values.
  • Green GOAT Single Circle Coloured
  • Green GOAT Single Circle Outlined
  • Orange GOAT Single Circle Coloured Outlined
  • Red-orange GOAT Single Circle Coloured Outlined
  • Orange GOAT Single Form Coloured Outlined
  • The infinity symbol is part of the logo conceptualization and it represents the dynamic cycle that the different social participants generate through GOAT.
  • It is recommended to use this symbol on explanations about the performance of the application, on corporate presentations, photographies or advertising infographics. The chromatic gradation that is applied on the logo must be used at all times.
  • It is important to have in mind that using this symbol does not replace, in any circumstance, the logo. It just strengthens the concept of the brand.
Logo Application
  • Logo A Coloured Logo with Gradient in White Background
  • Logo B Coloured Logo with Gradient in Dark Background
  • LogoC Coloured Logo in White Background
  • Logo D Light Logo in Primary Green Background
  • Logo E Light Logo in Primary Orange Background
  • Logo F Light Logo in Primary Red-orange Background
  • Minimum Logo Height: 6mm
  • Minimum Logo Height with slogan: 6mm
  • Minimum Slogan font size in any case: Montserrat Regular 4pts
    1. Do not use primary colours as monochromatics.
    1. Do not change the slogan or tag lines position.
    1. Do not apply the gradient effect in other logo elements.
    1. Do not use primary colours as backgrounds.
  • The business card shows the complete information of the person on the frontside. The backside has the logo over a dark grey secondary colour as background.
  • The standard dimension for a business card is 3.5"x2" or 9x5cm.
  • Goat digital presentation must be handled by emphasizing the power of images, with support texts in big size but keeping always the logotype position in each sheet.
  • By default, the size of a presentation in PowerPoint, is currently a widescreen type presentation (13.333 inch by 7.5 inch) Mostly you will have 96 dots per inch (dpi) on your screen settings, so this means that a default PowerPoint presentation has a resolution of 1280 by 720 pixels.
  • When using photos we recommend to not overstep two-thirds of the layout. The light gray colour (black 10%) is allowed to be used as image or text box background. For presentations the minimun font size recommended in a text box is 22pts.
  • For the use of photography it is best to pick images with free spaces for the brand. We recommend using the GOAT logo with full colour as the main option.
  • When the logotype is superimposed on a photography, it is This will make the reading of the logo easier in both cases: when recommended to blend the image with the secondary grey colour. it is in full colour and when it is in white (light version).
Business Cards
  • The business card will be used by GOAT members as official elements to contact them. The business card shows the complete information of the person on the frontside. The backside has the logo over a dark grey secondary colour as background.
  • The standard dimension for a business card is 3.5"x2" or 9x5cm.
Digital Presentations Layouts
  • Goat digital presentation must be handled by emphasizing the power of images, with support texts in big size but keeping always the logotype position in each sheet.
  • By default, the size of a presentation in PowerPoint, is currently a widescreen type presentation (13.333 inch by 7.5 inch) Mostly you will have 96 dots per inch (dpi) on your screen settings, so this means that a default PowerPoint presentation has a resolution of 1280 by 720 pixels.
  • When using photos we recommend to not overstep two-thirds of the layout. The light gray colour (black 10%) is allowed to be used as image or text box background. For presentations the minimun font size recommended in a text box is 22pts.
Images And Blending Modes
  • For the use of photography it is best to pick images with free spaces for the brand. We recommend using the GOAT logo with full colour as the main option.
  • When the logotype is superimposed on a photography, it is This will make the reading of the logo easier in both cases: when recommended to blend the image with the secondary grey colour. it is in full colour and when it is in white (light version).
  • Goat Gray Color Multiplied 85%
  • Goat Gray Color Multiplied 100% SHARE_EAT_REPEAT
Ads
  • The logo design allows for brand versatility in all forms of communication. The slogan can be separated from the logo to emphasize the message or the goal of the advertising material.
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