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DESIGN STANDARDSBrand BookUpdated October 2021+1 (515) 669 6050jen@albrightspark.comwww.albrightspark.comGRAZIANO BROTHERS1601 South Union St.Des Moines, IA 50315

Brand guidelines for Graziano Brothers 2This identity guide is a tool designed to project the image, values, and aspirations behind the Graziano Bros. brand. It is the cornerstone of all communication eorts and should be followed carefully to ensure a consistent style and quality of presentation. Graziano Bros.IDENTITY GUIDEIn 1912, brothers Francesco & Luigi Graziano brought the flavors of their Calabrian village to the new world.They started a small grocery where, generations later, their descendants continue the family tradition of sharing a taste of home.Following the tradition of our founding fathers, The Graziano family provides excellence in fresh Italian sausage and Italian foodswith courtesy and respect to our customers.Chi mangia bene, vive bene!

3TABLE OFcontents01 THE LOGOThe logo and its usage 6Black, white and gray scale 7Logo construction and clearspace 8Minimum logo sizes and incorrect uses 902 TYPOGRAPHY The primary & secondary font 12Typography and hierarchy 1403 COLOR SYSTEMThe Logo color palette 18 Secondary color palette 1904 THE IMAGERYThe imagery & color eects 22Label layout and information 24Checklist 26Help or Feedback? 27

Brand guidelines for Graziano Brothers 4THE logo

51. The logo and its usage / 2. Black, white and gray scale / 3. Logo construction + clearspace / 4. Minimum logo sites and incorrect usesOur logo is the touchstone of our brand andone of the most valuable assets. 01

Brand guidelines for Graziano Brothers 6The Graziano Bros. logo combines three elements: the Graziano logotype, the background shape and the ribbon element. These elements should never be changed. Position, size, and color, along with the spatial and proportional relationships of the Graziano Bros. logo elements, are predetermined and should not be altered.Please be sure that the trademark symbol (TM) is always included with the logo.Consistent logo use is vital to develop and maintain desired brand perception.THE LOGOand usageDARK VERSION LIGHT VERSIONA variant of use when the background is light colored. (TM is black)A variant of use when the background is dark colored. (TM is white)The corporate logo is presented through the use of colors, shapes and typography. The colors are a fresh green and a dark green combined with a powerful blueberry.THE GRAZIANO BROS. LOGO

Simplified versions of the logo are available upon request for small-scale or other specialized production needs.7BLACK, WHITEand grayscaleSometimes, often due to production costs, only one color of ink is available and so the Logo must be reproduced using only one color. In this scenario, the logo, logotype, or symbol must be used following the convention of using a light color type on a dark background or in a dark color type on a light background. The logotype and the symbol must be clearly distinguishable from the background color. Honor the Graziano Brothers logo palette when possible, using black, white or grayscale if necessary.BlackGrayscaleWhite

Brand guidelines for Graziano Brothers 8LOGO CONSTRUCTION& spacingThe Graziano Brothers logo requires separation from the other elements around it. The space required on all sides is roughly equivalent to the ribbon height. The logo must always fit into the clearspace area and can not be intervened by other graphic elements which could hinder legibility of the brand.Please note that text or pictorial figures which have a strong enough impact to visually overwhelm the logo may need additional clearspace beyond the designated isolation area.FULL LOGO WITH CLEARSPACEWhenever you use the logo, it should be surrounded with clearspace to ensure its visibility.

9THE LOGOLOGO: INCORRECT USEPlease note: Consistent logo treatment is vital to maintaining the brand. Although creativity is appreciated please do not alter the logo in anyway!MINIMUM LOGO SIZESThere are no predetermined sizes for the Graziano Brothers logo. Scale and proportion should be determined by the available space, function and vis-ibility. In print the minimum size is 34 mm width.For digital uses the minimum size for the standard logo is 120 px. 34 mm DON’T rotate the logoDon’t use dierent colorsDON’T add a drop shadowDON’T remove or rearrange elementsDON’T stretch the logoDON’T use it over a photo

Brand guidelines for Graziano Brothers 10THE typography

111. The primary and secondary font / 2. Typography and hierarchy / 3. Character and paragraph stylesTypography is 95% of design —it’s a driving force in all forms of communication art02

Brand guidelines for Graziano Brothers 12DISPLAY SERIFBuenaParkDESIGNER: JASON WALCOTTBuena Park is a warm and friendly serif font with a subtle art nouveau feel. While it could be classified as a Clarendon style font, Buena Park really sings when used for display type or headlines.This font, partnered with its sans serif complement (Acumin), is the typographic focus on labels and is a go-to headline font in Graziano Brothers communications to project a consistent visual identity. This includes promotional materials, advertising, digital assets, and printed materials.Buena ParkRegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!Ӥ$%&/()=?;,.:-_SPECIMENSGN STAN

13DISPLAY SANS SERIFAcuminDESIGNER: ROBERT SLIMBACHAcumin is a versatile sans-serif typeface family intended for a balanced and rational quality. Solidly neo-grotesque, it performs beautifully at display sizes but also maintains an exceptional degree of sensitivity for text sizes. The font brings a subtle humanity to a traditionally architectural and modular form.This sans serif font is available in 90 forms. The label headline utilizes the extra condensed medium version.Acumin RegularEXTRA CONDENSED MEDIUMCONDENSED BOLDCONDENSED BLACKULTRA BLACKABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”$%&/()=?;,.:-SPECIMENS

Brand guidelines for Graziano Brothers 14TYPOGRAPHY& hierarchySize is the simplest way to create contrast between dierent typographic elements in your design. With three levels of typography, the font size generally starts out largest on top (level one; your most important information) and decreases in size as you move down the page.Layout, for both print and screen, is one of the most important aspects of graphic design. Designs that extend across multiple pages or screens, whether containing large or small amounts of type, must be carefully controlled in a way that is enticing and is easy for all to access.Here are some of the most common techniques for the designs.Heading 1: Acumin Condensed Bold (All Caps)HEADLINE ONEHeadline TwoHeading 2: Acumin Extra Condensed MediumHeadline fourBody OneBody 2: Halis RegularTitle headerMain title: Buena ParkBody Type: Halis Medium

15Character & Paragraph StylesBasic text regularAntem autem que perum as et la verum dolum doles deliaep tatibus voluptatia volecat emporen daernam, vernatur? Quia dolorate nonsernat.Obis sam quos est eaturioris magnis aperestem illuptur magnihicias ullorit rehenia.Basic text italic Ciis eumendi gnimos aut labores sequis sunt quam fuga. Nequos eum facea vollab ius, odis ad moloreh endest, sum il exerio. Ique alit que dolupta musantis re que dero et abore. Hitis ipictias et, sum, ut aut Soluptas expernatet.BASIC TEXT BOLD UPPERCASEONSEQUIAE RATAM NOS MOLOREPUDAM ULPA IUR MA VOLORATIS ESSIMODIA SI CONECER ROREPELICIA ILLUPTIOSAM ANDIGNIANT POS MINIMETUR, QUODICA TESEQUATUR, ACCUM RENDAM. List with numbers1. Denducil liquis re, quis eum sequi odiam recum, Im res con reicti dolut pliqui blabores samus.2. Me pero doluptat et pa si utatur re, to quisci ullaborro blaut quiaturi.3. Onnum ibi es orgo allumit. Che ib famibo limor seti vos? Bot volturi alerrob nesurt.Basic text white centerAccum niti blamus. Iberro con rem etum accum reperferatem esseque nonsenist ulpa ea doluptati ariae acid quas de omnihilia dero voluptasped quis cullabo. Ro eatibuscia doluptatiae pratecto vitam ulpa doloriorunt.List with bullets• Ciis eumendi gnimos aut labores etiam tu est sequis sunt quam fuga. • Equos eum facea vollab ius, odis ad moloreh endest, sum il exerio. • Incidus, ipsam as eicillatur, volescit autex.• Arcaluvae joquaris!

Brand guidelines for Graziano Brothers 16THE color system

171. The logo color palette / 2. Secondary color paletteWith 93% of customers influenced by colors and visual appearance, the company colorway is an integral brand decision.03

Brand guidelines for Graziano Brothers 18THE LOGOcolor paletteUSE OF COLOR FOR THE PRINTED & DIGITAL LOGO.The following palette has been selected for use in Graziano Bros. communications. The primary colors include a light spring green, embodying the homegrown essence of the company, brick red to evoke the bold flavors of Calabrian cuisine, and anthrazit to add gravity and contrast.This color palette has been developed to provide flexibility while creating a unified, recognizable appearance across all communications.COLOR CODESCMYK 23 / 95 / 100 / 20RGB 157 / 12/ 1HEX #a32a21Pantone 484 CPRIMARY COLOR BRICK RED100%80%60%40%20%COLOR CODESCMYK 53 / 21 / 100 / 3RGB 135 / 161 / 60HEX #87a13cPantone 7495 CPRIMARY COLOR SPRING GREENCOLOR CODESCMYK 15 / 0 / 0 / 90RGB 52 / 58 / 63HEX #343a3fPantone 433 CPRIMARY COLOR ANTHRAZIT100%80%60%40%20%100%80%60%40%20%

19COLOR CODESCMYK 14 / 21 / 70 / 0RGB 227 / 196 / 99HEX #e3c463Pantone 141 CSECONDARYcolor paletteThe secondary color palette includes specifications for Pantone colors on coated stock (C), four-color process production (CMYK), and for-screen images such as PowerPoint presentations (RGB).The palette allows the addition of secondary colors to enrich the Graziano Bros. visual identity as a whole. Lighter tints of these colors are also allowed.SECONDARY COLOR BUTTER100%80%60%40%20%100%COLOR CODESCMYK 14 / 9 / 8 / 70RGB 98 / 100 / 101HEX #626364Pantone 10 CSECONDARY COLOR COOL GRAYSECONDARY COLOR OREGANO100%80%60%40%20%COLOR CODESCMYK 50 / 20 / 100 / 50RGB 92 / 105 / 20HEX #5c6914Pantone 5757 C80%60%40%20%

Brand guidelines for Graziano Brothers 20THEimageryTYPOGRAPHY& hierarchy

211. The imagery & color eects / 2. Guidelines / 3. LabelsBrand image is the overall impression in consumers’ mind that is formed from all sources04

Brand guidelines for Graziano Brothers 22IMAGERYphotos, color effects and labels

23Imagery should focus on the historic nature of the brand and/or the brand’s products and suggested uses. In-store imagery and photos depicting the geographic and cultural roots of the Graziano brand may also be used.“Historic” images should use grayscale or desaturated colors with light, vintage feel.Incorporate butcher paper imagery, when appropriate. Consider using “multiply” transparency layering of historic image(s) over butcher paper. GUIDELINES

Brand guidelines for Graziano Brothers 24THE labels

NET WT 24 OZ (1 LB 8 OZ) 680gPasta SauceCalabrian-StyleChi mangia bene, vive bene!Brothers Francesco & Luigi Graziano brought the flavors of their Calabrian village with them to the new world and established asmall grocery store. Generations later, their descendants continue to bring you the same great flavors that remind you of home.(Who eats well, lives well! —Italian Proverb)1%0%0%17%4 %0 %4 %0%6%2%4%390mg0.5gNutrition FactsCalories 50Amount per servingTotal Fat Saturated Fat 0g Trans Fat 0gCholesterol 0mgSodium Total Carbohydrate 10gDietary Fiber 1g Total Sugars 7g Includes 0g Added Sugars Protein 2gVitamin D 0mcg Calcium 38mg Iron 1mgPotassium 231mg % Daily Value*The % Daily Value (DV) tells you how much a nutrient in a serving of food contributes to a daily diet. 2,000 calories a day is used for general nutrition advice.6 servings per containerServing size 1/2 Cup (125g) *INGREDIENTS: Tomatoes, Tomato Sauce (Water, Tomato Purée), Red Wine (Contains Sulfites), Onions, Romano Cheese (Pasteurized Sheep Skim Milk, Cheese Cultures, Salt, Enzymes), Salt, Spices, Garlic, Black Pepper. CONTAINS: MILK.Manufactured for Graziano Brothers Inc., 1601 South Union Street, Des Moines, IA 50315REFRIGERATE AFTER OPENING.25Product label front includes border design with integrated logo and “sunrise” symbol.Product name should be presented with a combination of Buena Park (serif) and Acumin (sans serif) fonts. Label background features butcher paper image with vintage shop photo overlayWhen possible, label back should include rear border design with Graziano Brothers history and “Chi mangia bene, vive bene!”LABEL GUIDELINES

Brand guidelines for Graziano Brothers 26THEchecklist01 THE LOGOOnly use approved versions of the logo. Please check that you have respected the minimum size and exclusion zone requirements. 02 COLORPlease make sure that approved primary and secondary colors are used. 03 TYPOGRAPHYKeep it simple:Buena Park, Acumin, Halis. 04 IMAGERYFocus on historic, cultural, product and in-store images.Incorporate butcher paper as background texture when appropriate. Desaturate images if they clash with color palette or create inappropriate visual hierarchy.

27HELP ORfeedback?JENNIFER ALBRIGHT / CreativeAlbrightSpark Creative+Strategy4315 Ingersoll AveDes Moines, IA 50312United StatesPhone +1 (515) 669 6050E-Mail jen@albrightspark.comCHIP ALBRIGHT / StrategyAlbrightSpark Creative+Strategy4315 Ingersoll AveDes Moines, IA 50312United StatesPhone +1 (515) 822 8463E-Mail chip@albrightspark.comto provide feedback, share informations or seek answers to questions you may have about this brand, please contact:

1601 South Union St.Des Moines, IA 50315+1 (515) 669 6050jen@albrightspark.comwww.albrightspark.com