Overview
Ma`alot Farms’s brand is the collection of perceptions people have about our company. It is the big picture impression that is left on our customers and those who interact with us.
Ma`alot Farms’s branding exists to differentiate our company from others in the marketplace, as well as connect with a target audience. It creates trust and recognition by communicating in a consistent way across all teams and channels.
This style guide is the visual translation of Ma`alot Farms's mission, vision and values. It is the framework that specifies how to communicate the Ma`alot Farms brand. The design assets presented within are the tangible visual elements that determine how our brand is perceived by, and how it interacts with, the world.
Brand Story
Ma'alot Farms' owner Shoshana is passionate about sharing abundance and creating spaces that nourish family, friends, and community. When she isn’t milking goats, processing harvest for donation, or designing next season’s planting plan, you can find her in the Ma’alot Farms kitchen or bakery preserving harvest, making cheese, or baking the delectable signature pastries always on-hand at the farm.
Our Mission
Ma’alot Farms is cultivating a healthier world through sustainable farming, regenerative practices and community-centered food systems.
Our Vision
Ma’alot Farms achieves its mission through direct food donation to community partners and hands-on workshops focusing on sustainable living, resilient food production, self-sufficiency skills and earth-based education.
Our Values
Nurturing the earth, nourishing communities, growing a sustainable future.
Logo Identity
Ma`alot Farms’s logo is the cornerstone of our brand identity. It clearly communicates who we are, our values, is visually appealing, and makes a lasting impression on Ma`alot Farms’s audience.
The Ma`alot Farms logotype design and its variations are property of Ma`alot Farms. All rights afforded under U.S. copyright law are retained by the owner.
Correct and incorrect versions of our company name include:
Correct:
- Ma'alot Farms
- Ma'alot Farm
- Ma'alot
Incorrect:
- Maalot Farms
- Ma alot Farms
- ma'alot farms
Permission Required. Written permission is required by any individual, persons, or company desiring to use our identity graphics in conjunction with a commercial product, business name or unaffiliated service.
Distribution. Do not redistribute without our expressed consent as files are subject to change without notice.
Right of Refusal. The owner retains the right to revoke permission and use of graphic assets for any reason.
Approved Logo Variations
Primary Logo Variations
Secondary Logo Variations
Usage Specifications
How to use our logo assets:
Provide an adequate amount of space around the logo to prevent overcrowding.
How not to use our logo assets:
Do not use our logo designs in unapproved colors.
Color Palette
Ma`alot Farms’s official palette is comprised of a variety of swatches, each functioning as an essential component to our brand’s web presence and print design materials.
Coffee
RGB
50 / 24 / 13
HEX
32180D
CMYK
0 / 51 / 73 / 80
Pantone
4975 C
Used as darker color in logo design.
Red Umber
RGB
96 / 50 / 38
HEX
603226
CMYK
0 / 47 / 60 / 62
Pantone
4695 C
Used as secondary color in logo design. Also used for H2 and H3 headers.
Smoky Black
RGB
34 / 23 / 3
HEX
221703
CMYK
0 / 32 / 91 / 86
Pantone
Black 4 C
Used for header image overlays and text color for buttons.
Bronze
RGB
78 / 60 / 33
HEX
4E3C21
CMYK
0 / 23 / 57 / 69
Pantone
7553 C
Used for body copy and footer directory row.
Gold
RGB
148 / 113 / 46
HEX
94712E
CMYK
0 / 23 / 68 / 41
Pantone
7558 C
Used for text links and hover background color for buttons.
Copper
RGB
192 / 121 / 57
HEX
C07939
CMYK
0 / 36 / 70 / 24
Pantone
7571 C
Used for text links hover color, decorative elements and icons.
Saffron
RGB
232 / 185 / 4
HEX
E8B904
CMYK
0 / 20 / 98 / 9
Pantone
7408 C
Used as the background color for buttons.
Grain
RGB
226 / 211 / 182
HEX
E2D3B6
CMYK
0 / 6 / 19 / 11
Pantone
9162 C
Used as a tertiary background color for rows.
Vanilla
RGB
241 / 235 / 225
HEX
F1EBE1
CMYK
0 / 2 / 6 / 5
Pantone
9226 C
Used as a secondary background color for rows, directory footer link colors and mobile menu background color.
White
RGB
255 / 255 / 255
HEX
FFFFFF
CMYK
0 / 0 / 0 / 0
Pantone
9226 C
Used as the primary background color, navigation menu color, page title headers color and hover color for directory footer links.
Typography
Typography -- the visual art of creating written words -- is an essential building block of Ma`alot Farms’s brand identity. Ma`alot Farms utilizes the following defined typefaces for all content displayed on our website at https://maalotfarms.org.
Primary Typeface: Caprasimo
Caprasimo has a wonderful soft and chubby quality thats overflowing with personality and love. It is similar to the typeface used for the Ma'alot farms logotype.
H1 heading
H2 heading
H3 heading
H4 heading
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 ! ? . , : ; ‘ “ ^ < >
@ # $ % & * ( ) [ ] { } / \ | _ + = - ~ `
How quickly daft jumping zebras vex.
The quick brown fox jumps over the lazy dog.
This is a paragraph that uses every single letter in the alphabet. Now, that doesn’t mean this can be a paragraph with no story, but it does mean that every single letter is used. You can make it as generic or fanciful as you’d like. You can talk about anything from quilts to jets to xylophones. Oh yeah, and you can use whatever language you want, from Afrikaans to Zulu.
Directions for use:
Caprasimo is used for all H1 and H2 headers on our website.
View Caprasimo at Google Fonts.
Secondary Typeface: Instrument Sans
Instrument Sans is a highly expressive variable sans-serif which balances an abundance of precision with subtle notes of playfulness.
H1 heading
H2 heading
H3 heading
H4 heading
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 ! ? . , : ; ‘ “ ^ < >
@ # $ % & * ( ) [ ] { } / \ | _ + = - ~ `
How quickly daft jumping zebras vex.
The quick brown fox jumps over the lazy dog.
This is a paragraph that uses every single letter in the alphabet. Now, that doesn’t mean this can be a paragraph with no story, but it does mean that every single letter is used. You can make it as generic or fanciful as you’d like. You can talk about anything from quilts to jets to xylophones. Oh yeah, and you can use whatever language you want, from Afrikaans to Zulu.
Directions for use:
Instrument Sans is used for all body copy, H3 headers, buttons and nav menu text on our website.
View Instrument Sans at Google Fonts.
Imagery
Ma`alot Farms’s on-brand images help to convey our best practices, aspirations and moods. The following images have been selected to communicate Ma`alot Farms’s values associated with our brand.
Voice
Ma`alot Farms’s brand voice strongly impacts how our audience feels about our products and services. The following words and phrases depict our best practices, personality and what does and does not demonstrate the voice of our Ma`alot Farms brand.
Words we like:
Community, volunteer cohorts, experience, life, food, hunger relief, planting, harvesting, food processing, sharing, donate, contribute, delectable, nutritious, sustainable, regenerative, self-sufficiency.
Words we don't like:
Lazy, boring, uninspired, exclusive, impossibility, dreamless, incapable, mundane, stale, ordinary.