CONTENTS 4 INTRODUCTION. 38 Signature Minimum Sizing 5 USAGE. 40 Print Samples Applied Correctly 6 PSYCHE. 42 Partner Branding. 8 Brand Attributes

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2 CONTENTS 4 INTRODUCTION 5 USAGE 6 PSYCHE 8 Brand Attributes 18 Brand Offer 20 Archetype & Personality Profile 22 Brand Promise Color Palette 28 Signature 30 Signature Technicals 32 Clear Zone 34 Signature Alternates 38 Signature Minimum Sizing 40 Print Samples Applied Correctly 42 Partner Branding 44 Typography 46 Imagery 48 Paper Choice 50 Apparel 52 Vectors 54 Textures & Washes 56 Layout 58 Common Mistakes 60 CONTACTS 62 GLOSSARY 2 3

3 INTRODUCTION Brand is reputation. It s feeling. We take great pride in the brand and company we have cultivated since These were built to ensure the long-term management and growth of our brand for decades to come. Humans relate to humans. We don t relate to numbers or objects or things. We seek to understand the human mind across the table from us, not the salt shaker in between. A brand shouldn t be a salt shaker, it should be a dynamic, living, breathing human interacting at the table. We strive to be exactly that. Symbols are immensely powerful tools, and if harnessed appropriately, become an invaluable corporate asset. Far beyond logo, good Brand Identity is a comprehensive recipe governed by detailed standards. As long as consumers are going to judge your cover, make sure they get the right idea of what s inside. USAGE These standards are the final brand authority, approved by our Chief Executive Officer and President, Tom Stokes. All communication products must meet the requirements set forth in this manual. Tree Top provides ongoing governance and implementation for these visual standards. For the Tree Top brand to be healthy, we must have a consistent, unified identity. By centralizing our Brand Identity system we build equity into our organization. Consistency is king, and this document provides guidelines that allow us to achieve that. All business units, departments, programs, and groups are expected to operate in accordance with these standards, as well as any vendors contracted to create any product that represents our brand. 4 5

4 PSYCHE To build a successful brand, we need to know who we are in a highly personified way. Defining our Brand Psyche is the first, and most foundational step toward humanizing our brand. We achieved this through an internal digital workshop with our management and thought leaders to explore and define our brand s personality dynamics. Providing us with a personality road-map that defines the heart and soul of our organization. It is this deliverable upon which all brand communication is founded. 6 7

5 PSYCHE Brand Attributes Brand Attributes are the cornerstone of our brand personality, upon which all visual and verbal components are designed; they are a reflection of who we are, and who we can be at our very best. Audiences should begin to see Tree Top through this set of characteristics over time. Internally, the culture must understand and adopt this brand personality and live it so that these Lenses are authentic and woven into the corporate fabric. The Wordle to the right represents the Attributes we identified as representative of Tree Top. The size of each word represents the frequency by which it was chosen in our workshop, thus the importance of that word as a defining attribute. Each of the colors represents a grouping of similar ideas, that define four distinct values. 8 9

6 PSYCHE Brand Attribute GENUINE Honesty is the best policy is not a cliché among our staff, we truly believe that authenticity leads to the best outcomes. Both internally and externally, we are straightforward, fair, and truthful

7 PSYCHE Brand Attribute TRUSTWORTHY Our customers are entrusting us with something so vital as the very food they eat and feed to their children. This is not a trust that we take lightly. We strive every day to be the reliable, trustworthy provider they need us to be

8 PSYCHE Brand Attribute TRADITIONAL Once a small co-op of apple orchard farmers, now a major industry leader - we have not forgotten where we came from, but are proud to be so closely connected to those who work the land

9 PSYCHE Brand Attribute PROVIDER We are driven by our caring and friendly nature to be a provider, to serve our customers to our utmost ability in a way that meaningfully impacts their lives

10 PSYCHE Brand Offer Every brand has a defining offer, the product or service that drives the core of its business, the core of who it is. Through interviews and the Psyche workshop, Tree Top defined our offer with the core traits illustrated in the Wordle to the right, which was condensed into the concise statement below. Tree Top provides quality, safe fruit products

11 PSYCHE Archetype & Personality Profile Consumer psychology has demonstrated that buying decisions are emotionally influenced; it s our brand s job to understand the person that we are, and communicate it clearly. The primary and secondary archetypes are listed in bold, they are the stereotypical ideals of who we are. If communicated correctly and clearly, consumers will be able to qucikly understand our brand s personality and relate more easity to it. Primary PROVIDER Powerful and positive, driven by their sense of responsibility, compassion, and desire to take care of others. Delivers stability and dependability. Values responsiveness, consistency, and keeping promises. People feel safe and cared for with this Archetype. Underdog Rebel Monarch Provider Neighbor Wizard Entertainer Secondary NEIGHBOR Friendly and down-to-earth, driven by the desire for everyone to feel accepted. Delivers comfort, practicality, and support. Values kindness, fairness, and genuine care for others. People feel relaxed and welcomed with this Archetype. Discoverer Artisan 20 21

12 PSYCHE Brand Promise Customers respond to brands like they respond to people with human qualities, emotion and stereotype. Brand Promise is about defining a company s human representation in a single, compelling statement

13 Tree Top s brand is represented in its truest form through the harmony of every visual asset the Identity. Signature, shape, color, imagery, typeface, texture, and the logic that governs all of them combine to create an engaging representation of the brand personality. Any one visual component could exist independently. However, the best brands use layered synergy, with maximum impact realized when all of the parts unite. Visual synergy is provided by the Identity, which is the map for how each component best interacts

14 Green Apple Grapefruit Color Palette Color is perhaps the strongest emotional driver among brand components. This deceptively simple visual asset creates psychological associations, and influences opinion. It is also a strong determinant of consumer recall and recognition. PANTONE 362 C: 70 M: 0 Y: 100 K: % PANTONE 186 C: 0 M: 100 Y: 81 K: 4 Kiwi Pear Strawberry Cherry Tree Top s apple-based legacy is preserved in our two primary colors: Red and Green, which should be carefully applied and controlled for consistency, ensuring accuracy to their Pantone definition - these colors should represent roughly 80% of color choices for communication product design. 50 % 30 % Lemon Raspberry Tree Top s secondary palette represents our current offer of more fruits in more forms, an expanded secondary palette of a variety of true fruit-tones. These colors are less rigorously controlled, and more guided by the idea of fruit representation, and should represent roughly 20% of color choices for communication product design. Peach Plum Neutral and natural colors can be used in text and other supporting elements. Orange Blueberry When printing communication products, always request a proof and compare the result against Pantone s color matching system. When using digital files, be aware the color modes, profiles, and file types will influence color accuracy. Neutrals Naturals 26 27

15 Signature A brand s cornerstone identity component is its Signature. The Tree Top Signature is traditional but relevant. The brand mark itself consists of a friendly, bold, serif, italicized font and a ribbon with a message tying us to growers and heirtage. Our Signature is to be used on all Tree Top materials. Be sure to use the Signature as-is without modifying the colors, structure, or space. Never attempt to recreate the Tree Top Signature, or other identity components. Always request files from Tree Top. Never stretch, skew, or distort the Signature in any way. Refer to the Signature Alternates page for allowable background colors on which the Signature may be used. It is important that you not attempt to recreate the Signature. Do not reproduce by scanning a printed version of any of these identity assets. Do not add to or take away from the Signature. Drop shadows and distortions of the Signature are not allowed. Always consult a design professional when requiring brand-specific communication materials

16 Signature Technicals 81.5% Our Signature is built with intentional ratios, dimensions, and proximity. Indicated by the grid showing the spacial relationships present, these mechanics preserve the integrity and quality of the Signature. 5% 30 31

17 Clear Zone The protected area around the Signature, as indicated by the light blue perimeter, ensures that no other elements interfere with the it and the Signature doesn t creep too close to the edge of a document. The depth of the clear zone is defined by the height of the P in Top. When placing the Signature in a communication product, make sure that this Clear Zone is free of any other elements or text that would interfere with the Signature. Refer to the Signature Alternates page for allowable background colors on which the Signature may be used

18 Signature Alternates Full Color We recognize that it s not a perfect world, and while we prefer that you use the Full Color Signature without a background color, we do have other options. These Signature Alternates are approved as on-brand alternatives to the Full Color preferred format. Two Color Negative - White & Red Some formats are intended for specific uses, depending on the medium, so please consult a design professional and/or the Agency of Record if you are unsure of the appropriate application. One Color Positive - Black One Color Negative - White One Color Positive - Green 34 35

19 APPRORIATE APPLICATION EXAMPLES Signature Backgrounds There are times when it is appropriate in a design for our Signature to be superimposed on an image. When doing so, we must ensure that the correct Signature is used considering the image behind it - allowing for proper contrast and legibility. Also, we must place the Signature in a proper area of the image - one that is as uniform in tone as possible. Full Color on Light Tone One Color Positive on Light Tone Two Color Negative on Dark Tone One Color Negative on Dark Tone INAPPRORIATE APPLICATION EXAMPLES Two Color Negative on Canopy Two Color Negative on Mixed Tone One Color Negative on Mixed Tone Full Color on Canopy Full Color on Mixed Tone One Color Positive on Mixed Tone 36 37

20 Signature Minimum Sizing The use of a properly-sized Signature on our communication materials establishes a unified and professional appearance. Reproducing the Signature below the minimum size jeopardizes it s legibility. Never publish Tree Top s Signature at a size smaller than the minimums provided here for print, digital, or embroidered applications. Print 1.5 Digital 200 px Embroidery 3 Larger minimum sizes may be required for certain applications where appropriate detail is difficult to achieve

21 220 E. Second Ave. P.O. Box 248 Selah, WA p f treetop.com PRINT SAMPLES APPLIED CORRECTLY Business Card Front Business Card Back Letterhead 40 41

22 Partner Branding Tree Top collaborates with various partners and sponsors within the community and beyond. With that, we have standards for how partnership identities are to be associated with our Signature on communication products. This governance is intended to ensure that both parties receive consistent and appropriate visibility. Due to the variety of Signature shapes - there are times when this governance fails to represent a party with approriate visbility - when that happens, use best judgement to correct. When Tree Top is the primary partner/sponsor, the entirety of the are to be implemented, not only these Partner-Branding Standards. When Tree Top is the secondary partner/sponsor, we submit to the brand standards of the primary party, so long as our Signature standards are not violated. The proper construction of a partner branded lockup depends on the partner s Signature dimensions. Partner Signatures fall into three basic categories based on the footprint of their logo: horizontal, vertical, and square. Partner-Branded lockups are always arranged left-to-right, not stacked top-to-bottom. Horizontal Footprint If the Signature s footprint is predominantly horizontal in nature, follow the construction rules using Seneca. Vertical/Square Footprint If the partner Signature s footprint is more vertical or even square in nature, follow the construction rules using the American Red Cross

23 The quick brown fox jumps over a lazy dog. Typography To provide a consistent and accurate Brand Identity, we chose to use the Lexia Family as our typeface for all of our communication products. This typeface family exemplifies solidity and strength, while at the same time a softness and friendliness. We are a progressive and professional brand and a dominant player in our field; the Lexia Family lets us demonstrate that. Lexia is to be used primarily for headlines and other short text applications where prominence is desired. The secondary typeface, Myriad Pro is to be used for subheadlines and large volumes of text. Alernates Lexia > Rockwell ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#%^&*()-=;:,.?/<> Myriad Pro > Calibri ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#%^&*()-=;:,.?/<> 44 45

24 Imagery Imagery is a powerful way to create appropriate brand understanding. In representing Tree Top, we are most concerned that we show real fruit and real applications of our products. We want wholesome and natural to come to mind, use imagery that would be at-home at a farmer s market or on a picnic. To give this imagery an air of tradition and heritage, it may be appropriate at times to add an overlay that de-saturates and lightens the image, as shown in the bottom half of the images to the right. As often as possible, avoid stock photography, preferring professionally-taken, high resolution, custom photography by those who are informed of the brand Psyche and these standards. Imagery shown is stock photography, not specific to Tree Top. Avoid using stock photography as much as possible. Strive to use custom imagery

25 Paper Choice The wholesome, natural, traditional aspect of our brand can also be expressed in something as simple as the paper we choose for communication products. Textured, off-white, natural feeling linen paper would be the preferred choice for outward-facing text-heavy letterhead. More pratical options for day-to-day communications are: recycled paper, textured white cardstock, and standard copy paper (as the last choice). Off-White Linen Recycled Textured White Cardstock Standard Copy 48 49

26 Location, Department or Employee Name Font: Lexia Tree Top Signature Preferred Cloth Colors Apparel John Smith Food Ser John Smith We re proud to be a part of Tree Top and the valuable products we provide. A key way we can show that pride and be identified as part of Tree Top is by wearing Tree Top branded apparel. As with the rest of the Tree Top brand standards, Tree Top apparel is to be guided by some simple rules that keep Tree Top s brand clear and uniform. Any single item of Tree Top branded apparel may include up to three of the following four categories of information: Signature Color Application Location, Department or Employee Name Font: Lexia Food Alternate Cloth Colors Tree Top Signature (required on all apparel) - Always placed on the left breast, no other information may be present on the left breast. Location, Department, or Employee Name (all optional) - May be placed on EITHER the right breast, or the left cuff. NOTE: On white fabric, virtually any color from the Color Palette is allowable as text. Text Color John Smith John Smith John Smith John Smith John Smith John Smith John Smith John Smith 50 51

27 Vector Seals Inspired by vintage labels and seals, vector seals can add a feel of quality, tradition, and heritage, and be used as a conveyer of secondary messaging. They can be displayed as prominently or as subtly as a design may call for. These can be used as an overlay to images, or as watermarks to both digital and physical communications products. The vector seals on the right are examples, additional seals should be created on an as-needed basis

28 Textures & Washes Texture is a simple way to add depth and personality to a design. Textures should be subtle, and will most often be used as a canvas upon which other elements reside. Washes should be added to textures to desaturate, lighten, and mute the appearance of thee teture. WOODS PAPERS ORGANICS FRUITS 54 55

29 Layout All the previously listed elements of Tree Top s brand should be combined in clean, and simple layouts. Given the legacy and heritage represented by the brand s elements, Tree Top s layouts can afford a more modern, minimal feel to keep the brand relevant and contemporary

30 DO NOT... Common Mistakes Squish Stretch Rotate When working with any signature in our suite, or any other official Tree Top design component, there are some common mistakes that must be avoided. Please refer to the following as examples of what not to do when producing any Tree Top-sponsored communication product. Rearrange Reproportion Recolor TREE TOP Re-sample Stylize Typeset 58 59

31 CONTACTS All brand-related inquiries can be directed to Sharon Miracle or our Agency of Record via any of the contacts provided here. Sharon serves as the central authority and promoter of our brand, and can provide consultation, direction, recommendations, and on-brand assets. Tree Top Sharon Miracle, Corporate Communications Director Agency of Record - Imageworks Ian Strawn, Art Director ian@imageworks.co 60 61

32 GLOSSARY The brand world uses a unique vocabulary. Refer to this list of terms and their definitions for clarity. Brand Reputation. The collective set of perceptions, beliefs, values, and emotions evoked by an organization, product, or service. Brand Attributes Human qualities and characteristics that best define organizational personality. System A layout architecture that unites intentional visual elements to repeatedly communicate the desired brand personality. Clear Zone A protective margin surrounding the Signature(s) that is kept clear of any distracting imagery, typography, or other visual component. Negative Space Areas within a layout that are deliberately left free of type, headlines, photos, shapes, etc., to create balance and visual relief. PANTONE (or PMS) The registered trademark of PANTONE Inc., a color-matching system used internationally to accurately communicate specific colors. Partner-Brand A sponsor or affiliate brand that is affiliating with our brand, primarily through advertising or promotion. Positive Signature When the Signature appears darker in value than its background. Sans-serif A type style with no serifs and little contrast between thick and thin strokes. Serif A crossline or variation appearing at the ends of the main strokes of a type character. Shade Darkening a color by adding black. Signature The graphic combination of shape and color that communicate a company s name. Commonly referred to as a logo. Spot Color A solid PANTONE color printed in addition to another color or colors. CMYK The color model used for color printing. HEX CODE Hexadecimal codes are 6-character strings that refer to specific RGB colors. They are primarily used in web programming. Logotype The custom-rendered letters in a Signature, typically the name of the brand. Negative Signature When the Signature appears white or lighter in value than its background. RGB The color model used digitally/on-screen. Rule Typically a dividing element used in Brand Identity to separate, yet link components. Tagline A short, striking or memorable phrase used in branding and advertising. Tint Lightening a color by adding white. Typeface The letters, numbers and symbols that comprise a font

33 2013 Tree Top. All rights reserved. Tree Top, its subsidiaries, affiliates, and products are trademarks of Tree Top. Unauthorized use of any of its trademarks or trade names is expressly prohibited. Use of any Tree Top trademarks, logos, and trade names requires prior written permission. 64