Brand essentials — The whole brand at a glance
Brand essentials
Common Ground
Our story, mission, vision and values
Start reading 12 chapters · 9 colours · 2 typefaces
02
Audience & positioning
Who we're for, what they need and how we differ
03
Brand personality
Who we are when we speak, design and cook
Palette
04
Logo
Versions, mark, clear space, sizes and misuse
05
Colour
Palette, print values, proportions and contrast
Typeface · Display
Newsreader
RegularMedium
06
Typography
Typefaces, hierarchy and setting text
07
Graphic language
Shapes, pattern, icons, illustration and frames
Imagery · Logo
08
Photography & image style
Real people, real food, daylight
Logo
09
Tone of voice
How we sound, in English and Dutch
10
Layout & composition
Grids, margins, white space and image-to-text ratio
Imagery · Logo
11
Applications
Website, app, social, print and email
12
Files & governance
Downloads, which file for what, approvals and contacts