Official Websites

• https://www.groceryaid.org.uk

Brand Guidelines

2024

Brand Summary

Mission

• Providing emotional, practical and financial support to everyone who needs us. Working in partnership with hundreds of supporters across the trade.

Core Values

• positive
• inclusive
• emotional support
• practical support
• financial support

Target Audience

• Colleagues within the grocery industry from multiple retailers, wholesalers, convenience stores, independents, manufacturers, and service providers.

Personality Traits

• supportive
• community-focused
• professional
• inclusive
• positive

Visual Identity Overview

• The visual identity centers on a clean, modern logo with a stylized rainbow graphic representing diversity and support. The color palette is vibrant and includes red, orange, yellow, green, blue, and indigo. Helvetica Neue Condensed is the primary font, and the design direction emphasizes clarity, professionalism, and inclusivity through consistent use of rainbow elements and structured layouts.

Categories

Logo Usage

• The GroceryAid logo should NEVER be edited or altered in any way. Always use officially created and supplied assets.
• The primary logo can be used on all communications and in various sizes. We recommend this logo sits on the right side of any composition.
• The word mark version should only be used when there is no space for the rainbow graphic.
• In order to preserve the integrity of the Master Logo, it’s important that no other logos, type, or other graphic elements infringe on its space. The height and width of the letter ‘G’ in the logo as a clear space guide.
• The minimum allowable size for the Master Logo is 30mm wide.
• When the GA Rainbow is used with the Master Logo, the rainbow needs to be presented in the same size ratio to the logo.
• When the GA Rainbow appears independant to the logo it can be at any scale appropriate to the media used.
• The Rainbow graphic can be placed on any communication, any image and any background. We can use any portion, any size and it can be flooded in one colour as shown in Fig.1. The Rainbow must not be flipped or be recoloured in any other colour than the primary palette. The Rainbow should be positioned bottom right and bleed off the page at bottom and right side.

Color Palette

• COLOUR PALETTE 2.0 Master Colour Palette 14 2.1 Colour Gradient - Usage 15 2.2 Colour Highlights & Tints 16

• Master Colour Palette

• CMYK CO M100Y63 K12 RGB R211 G18 B69 HEX #d31245
• CMYK C100 M46 YO KO RGB RO G118 B192 HEX #0076c0
• CMYK CO M69 Y100 K6 RGB R228 G107 B31 HEX #e56b1f
• CMYK CO MO YO K100 RGB R35 G31 B32 HEX #231120
• CMYK 0 M15 Y94 KO RGB 255 G213 B32 HEX #ffd520
• CMYK C50 M38 Y37 K18 RGB R118G125B128 HEX #767d80
• CMYK C100 MO Y91 K42 RGB RO G112 B60 HEX #00703c

• Colour Gradient -Usage Each ring of the Rainbow is a 10% tint of the one before it. We suggest using the Gradient icon on a full colour background. The colour breakdown and background examples are shown below:

• Colour Highlights & Tints

Typography

• Helvetica Neue Condensed will be the main font for GroceryAid design language. The font has multiple weights which creates natural textures and hierarchy on a page.

Visual Style

• The GroceryAid logo should NEVER be edited or altered in any way. Always use officially created and supplied assets.
• In order to preserve the integrity of the Master Logo, it’s important that no other logos, type, or other graphic elements infringe on its space. The height and width of the letter ‘G’ in the logo as a clear space guide.
• The minimum allowable size for the Master Logo is 30mm wide.
• When the GA Rainbow is used with the Master Logo, the rainbow needs to be presented in the same size ratio to the logo.
• When the GA Rainbow appears independant to the logo it can be at any scale appropriate to the media used.
• The Rainbow assets can be used in its full entirety or bled off from the edges.
• The Rainbow graphic can be placed on any communication, any image and any background. We can use any portion, any size and it can be flooded in one colour as shown in Fig.1. The Rainbow must not be flipped or be recoloured in any other colour than the primary palette. The Rainbow should be positioned bottom right and bleed off the page at bottom and right side.
• Each ring of the Rainbow is a 10% tint of the one before it. We suggest using the Gradient icon on a full colour background.
• Helvetica Neue Condensed will be the main font for GroceryAid design language. The font has multiple weights which creates natural textures and hierarchy on a page.

Brand Values

• The GA Rainbow Graphic reflects our Brand Values.
• We are positive, inclusive, and provide emotional, practical and financial support to everyone who needs us. To showcase this we have developed a rainbow icon to be used across all collateral.

Layout And Composition

• The primary logo can be used on all communications and in various sizes. We recommend this logo sits on the right side of any composition.
• In order to preserve the integrity of the Master Logo, it’s important that no other logos, type, or other graphic elements infringe on its space. The height and width of the letter ‘G’ in the logo as a clear space guide.
• The minimum allowable size for the Master Logo is 30mm wide.
• When the GA Rainbow is used with the Master Logo, the rainbow needs to be presented in the same size ratio to the logo.
• When the GA Rainbow appears independant to the logo it can be at any scale appropriate to the media used.
• The Rainbow assets can be used in its full entirety or bled off from the edges. Below are some examples:
• The Rainbow graphic can be placed on any communication, any image and any background. We can use any portion, any size and it can be flooded in one colour as shown in Fig.1. The Rainbow must not be flipped or be recoloured in any other colour than the primary palette. The Rainbow should be positioned bottom right and bleed off the page at bottom and right side.

Additional Properties