Title

Lead-in

Visual Identity
Guidelines
October 2021

This project has received funding from the European Union’s

Horizon 2020 Research and Innovation Programme under grant
agreement No 101000395.
Introduction

The PATHWAYS visual identity plays an essential role in promoting the project; as such, it is imperative to respect these
guidelines when using the logo, font and colours for any external or internal communication, such as presentation templates,
posters, business cards, flyers, social media, and so on.

The following guidelines provide a framework for using the brand identity in a consistent manner. Consistency communicates
reliability and provides the foundation for working together in an efficient way. While maintaining the highest quality standard,
our choice of words and images are opportunities to show that we understand and engage with our audiences.

These visual identity guidelines are a living document and may be updated to accommodate changing requirements. If you
require assistance, additional support materials, or adjustments for a specific situation, please contact the PATHWAYS Team.
Likewise, if for any reason, you need to work outside the scope of these visual identity guidelines, please also contact a
member of the PATHWAYS Team.

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Contents

The logo / About the logo and its meaning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

The logo / Logo colour variations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
The logo / Safe area and minimum sizes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Colours . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Typography / Main typefaces . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Typography / Secondary Typeface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Graphic elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Additional branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Contact . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

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Visual Identity Guidelines 3
The logo
PATHWAYS is about identifying and increasing sustainable practices along the supply and production chains of the European
livestock sector. The PATHWAYS logo illustrates some of the livestock sectors targeted by the project in a very simplistic icon
with, at its core, a line (path) running across the three livestock sectors.

Main logo Vertical logo

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The logo with tagline
The tagline helps stating the projetc's mission and clarify its purpose.

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The logo
Logo colour variations

Main logo Soft Cyan

This is the default version of the logo, to be used Not to be used on strongly saturated colour
on white or light backgrounds. backgrounds unless it's the brand's orange.

Orange Red White

Not to be used on strongly saturated colour This version of the logo is to be used on black
backgrounds unless it's the brand's cyan. If used or dark backgrounds.
on a coloured background, make sure there is
enough contrast for the logo to stand out.

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The logo
Safe area and minimum sizes

Safe area Minimum sizes

Keep all other graphic elements, logos or margins at a minimum distance as The minimum size is indicated by the length of the logo. The logo
defined by the “Safe area” line. The minimum space around the logo should should never be smaller than the minimum indicated sizes to avoid
be equivalent to twice the height of the capital "P". compromising its visibility.

Printing
The length of the logo should
never be smaller than 25 mm.
25 mm

Digital media
The length of the logo should
never be smaller than 80 px.
80 px

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Colours
The project has an extended colour palette to meet all communication needs.

Main colours:

ORANGE RED SOFT CYAN DARK BLUE

CMYK: 0 / 78 / 74 / 0 CMYK: 32 / 0 / 16 / 0 CMYK: 93 / 63 / 42 / 26
RGB: 255 / 95 / 69 RGB: 165 / 230 / 223 RGB: 24 / 77 / 100
HEX: # FF5F45 HEX: # A5E6DF HEX: # 184D64

BROWN ORANGE YELLOW

CMYK: 26 / 85 / 100 / 22 CMYK: 3 / 42 / 86 / 0 CMYK: 4 / 18 / 74 / 0
RGB: 155 / 61 / 32 RGB: 242 / 160 / 62 RGB: 245 / 204 / 93
HEX: # 9B3D20 HEX: # F2A03E HEX: # F5CC5D

ANTHRACITE PINE GREEN

CMYK: 69 / 63 / 62 / 58 CMYK: 78 / 24 / 51 / 4 CMYK: 61 / 4 / 58 / 0
RGB: 51 / 51 / 51 RGB: 51 / 144 / 134 RGB: 102 / 185 / 140
HEX: # 333333 HEX: # 339086 HEX: # 66B98C

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Typography
The typeface used for PATHWAYS communications is Agenda.

PATHWAYS solutions Title: Agenda Bold

Pathways to sustainable food Subtitle: Agenda Semibold

With the aim of reducing environmental impacts while addressing societal de-
mands for safe, nutritious and affordable meat and dairy products, PATHWAYS Body text: Agenda Regular
Minimum font size for body text: 9pt
is about identifying and increasing sustainable practices along the supply and
production chains of the European livestock sector.

Coordinated by the Swedish University of Agricultural Sciences (SLU) and com-

prising 28 partners from 12 countries, this 5-year (2021-2026) €9 million Horizon Body text: Agenda Light
2020 project contributes to the EU Farm-to-Fork Strategy which is at the heart Minimum font size for body text: 9pt
of the EU Green Deal.

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Typography
When the recommended typefaces are not available, PATHWAYS communications are to use the system font Corbel for titles
and Calibri for body text.

PATHWAYS solutions Title: Corbel Bold

Pathways to sustainable food Subtitle: Corbel Bold

With the aim of reducing environmental impacts while addressing societal

demands for safe, nutritious and affordable meat and dairy products, PATH-
WAYS is about identifying and increasing sustainable practices along the
supply and production chains of the European livestock sector. Coordinated Body text: Calibri
Minimum font size for body text: 11pt
by the Swedish University of Agricultural Sciences (SLU) and comprising 28
partners from 12 countries, this 5-year (2021-2026) €9 million Horizon 2020
project contributes to the EU Farm-to-Fork Strategy which is at the heart of
the EU Green Deal.

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Visual Identity Guidelines 10
Graphic elements
Graphic elements that are part of the brand identity

Icon
The icon can be used without the
wordmark, as a branding element.
It does not replace the full logo,
which should always be present on all
communication material.

Icon without crown

The icon can be used simplified further
by removing the chicken's crown. This is
intended for more decorative uses.

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Additional branding
As a H2020 funded project, PATHWAYS communication activities and products must also include the EU flag and
following disclaimer:

This project has received funding from the European Union’s Horizon 2020
Research and Innovation Programme under grant agreement No 101000395.

This project has received funding from the European Union’s Horizon 2020
Research and Innovation Programme under grant agreement No 101000395.

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Contact
For any questions regarding these guidelines, please contact the communication partner:

Danielle Kutka
Project Manager, REVOLVE
[email protected]

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The PATHWAYS visual identity was developed by .