Style Manual

Whole Foods Market

Melanie Wong
Table of Contents
Introduction / 5 365 Everyday Value Brand
Logo / 40
Primary Logo Clear Space & Minimum Size / 41
Primary Lockup / 6 Improper Application / 42
Primary Lockup: Black / 8 Label / 44
Primary Lockup: Alternate Colours / 9 Packaging / 46
Altnerate Lockup / 10
Alternate Lockup: Black / 11 Promotional Material
Clear Space / 12 Advertisements / 40
Minimum Space / 13 Website / 50
Improper Application / 14 Mobile Application / 54

Colour Palette / 16 Exterior Signage / 56

Iconography / 18 Interior Signage / 57
Produce / 57
Use of Pattern / 19 Meat & Seafood / 58

Typography Dairy / 59

Gotham Rounded / 22
Web Safe Fonts / 23

Photography / 24

Department Colours / 26
Department Logos / 27
Typography on Colour / 28
Text on Photography / 29
Stationary
Business Card / 30
Letterhead / 31
Envelope / 32
Magazine Masthead / 33
Apron / 34
T-Shirt / 36
Grocery Bag / 38
Tote Bag / 39
 Primary Logo
The primary logo identifies Whole Foods Market as an authentic,
fresh, and aspirational brand that can build trust with their customers
because of their affordable quality.

The Whole Foods Market wordmark is based on the font Gotham Rounded. It was
chosen for its simplicity and geometric letter forms. The symbol of the grocery bag
containing food uses rounded corners to represent the friendly personality in the
Whole Foods Market brand. Each item in the grocery bag is symbolizes a department
in Whole Foods Market. The reverse version of the logo can only be used when the
positive version cannot be used.

Positive Version

Symbol

Wordmark

Organic
Fresh
Trustworthy
Authentic
Afforadable Quality
Aspirational
4
Reverse Version

5
 Primary Logo: Black
The black version of the logo should only be used when colour is not permitted.

Positive Black Version

Reverse Black Version

6
Primary Logo: Alternate Colours
The grey, orange, and yellow versions of the logo can be used as alternate
background colours.

Positive Version

Reverse Version

7
 Alternate Logo
The horiztonal version of the logo can only be used when the primary logo
cannot be applied due to format restrictions or legibility reasons.

The symbol can only be used when the wordmark is not legible. It is ideal for
vertical applications on materials that will be used for external purposes.

Secondary Type Version

Secondary Type Reverse Version

Symbol Symbol Reverse

8
Alternate Logo: Black
The black version of the logo should only be used when colour is not permitted.

The symbol can only be used when the wordmark is not legible. It is ideal for
vertical applications on materials that will be used for external purposes.

Secondary Type Version

Secondary Type Reverse Version

Symbol Symbol Reverse

9
 Clear Space
The logo must be surrounded by the area of visual clear space. The clear
space should be maintained around the logo that is equal to or greater
than the distance “W” as indicated in the diagram.

Primary Logo

w = the
height of the
wordmark

Secondary Type Version

w = the
height of the
wordmark
Symbol

10 w = half width of symbol

Minimum Size
The minimum size of the logo maintains legibility and clarity. The minimum
size of the logos are based on the size of the symbol. The minimum size of the
primary logo is 17 mm. The minimum size of the secondary type version is 10 mm
and the minimum size of the symbol is 15 mm high. If the primary logo is smaller
than 17 mm the secondary type version can be used. If the secondary type
version must be smaller, the symbol can be used.

Primary Logo

17 mm

Secondary Type Version

10 mm

Symbol

15 mm

11
 Improper Application
These examples show easy mistakes and improper use of the logo to avoid
when using the logo. By modifying the logo means diminishing its visual impact.

Do not stretch, condense, or distort the logo. Do not tilt, rotate, or skew.

Do not use unapproved colours. Do not change the position of the logo elements.

WHOLE FOODS
MARKET

Do not add a shadows, Do not alter the typeface.

gradients or other effects.

12
 Do not put the white version of the logo Do not put the black version of the logo
on a light image where the logo is illegible. on a dark image where the logo is illegible.

Do not put the logo on any shape. Do not create new logos.

Do not repeat to make a pattern. Do not add or subtract

elements from the logo

13
 Colour Palette
The Whole Foods Market colour palette is a major element of the
organization’s visual identity and should be used consistently across
all communication materials - web and print.

Primary Colour Palette

HEX: #8CE054 HEX: #607067

CMYK: C.47 M.0 Y.87 K.0 CMYK: C.63 M.43 Y.56 K.18
RGB: R.139 G.224 B.83 RGB: R.97 G.113 B.103

HEX: #FFA324 HEX: #D5B9AA HEX: #FFD806

CMYK: C.0 M.42 Y.95 K.0 CMYK: C.16 M.26 Y.30 K.0 CMYK: C.1 M.12 Y.100 K.0
RGB: R.255 G.163 B.36 RGB: R.213 G.185 B.170 RGB: R.255 G.216 B.6

14
Secondary Colour Palette

HEX: #67B434 HEX: #F29314

CMYK: C.65 M.5 Y.100 K.0 CMYK: C.2 M.49 Y.100 K.0
RGB: R.102 G.179 B.69 RGB: R.242 G.148 B.20

HEX: #BFA093
HEX: #EFCC07
CMYK: C.26 M.36 Y.39 K.0
CMYK: C.7 M.16 Y.100 K.0
RGB: R.191 G.161 B.148
RGB: R.240 G.204 B.8

15
 Iconography
Each icon below represents a seperate department in the Whole Foods
Market store. These icons will be placed on all communication materials
and on the 365 Everyday Value Brand packaging.

Prepared Meat Produce Bakery Dairy

Foods

Poultry Grains Dessert Seafood Pasta

Icons Reverse Version

16
Use of Pattern
The Whole Foods Market pattern displays icons from different departments
of the store. The pattern is used to invite and engage customers, expressing
the friendly personality of the brand. The pattern will not include the ice
cream and pasta icon in order to focus on what the Whole Foods Market
brand offers to their customers, and help them easily identify their products.

17
 Use of Pattern
The Whole Foods Market pattern can be only be used on the colours below. These particular
colours are used to represent the bright and fresh products that Whole Foods Market sell.

Background:
HEX: #8CE054
CMYK: C.47 M.0 Y.87 K.0
RGB: R.139 G.224 B.83

Icon:
HEX: #67B434
CMYK: C.65 M.5 Y.100 K.0
RGB: R.102 G.179 B.69

Background:
HEX: #FFD806
CMYK: C.1 M.12 Y.100 K.0
RGB: R.255 G.216 B.6

Icon:
HEX: #EFCC07
CMYK: C.7 M.16 Y.100 K.0
RGB: R.240 G.204 B.8

Background:
HEX: #FFA324
CMYK: C.0 M.42 Y.95 K.0
RGB: R.255 G.163 B.36

Icon:
HEX: #F29314
CMYK: C.2 M.49 Y.100 K.0
RGB: R.242 G.148 B.20

Background:
HEX: #FFA324
CMYK: C.0 M.42 Y.95 K.0
RGB: R.255 G.163 B.36

Icon:
HEX: #BFA093
CMYK: C.26 M.36 Y.39 K.0
RGB: R.191 G.161 B.148

18
Text on top of the pattern can alternate between white (#FFFFFF) or grey (#FFD806)
on web. However for print, text must be grey (#FFD806).

The Whole Foods Market 365 Everyday Value brand should use the green background
pattern along with the grey text (#FFD806) for the packaging. If the icons are competing
with the text on any communication material, the icons behind the text can be removed to
create legibility.

Wild Wild Bignè di San Bignè di San

Asparagus Asparagus Giuseppe Giuseppe
Farrotto Farrotto

Quinoa and Quinoa and Torta della Torta della

Lentil Salad Lentil Salad Nonna Nonna

Background:
HEX: #8CE054
CMYK: C.47 M.0 Y.87 K.0
RGB: R.139 G.224 B.83

Icon:
HEX: #67B434
CMYK: C.65 M.5 Y.100 K.0
RGB: R.102 G.179 B.69

Text:
HEX: #FFD806
CMYK: C.1 M.12 Y.100 K.0
RGB: R.255 G.216 B.6

19
 Typography: Gotham Rounded
Clean, simple, and rounded typography is used to represent the brand’s personality.
The primary brand typeface is Gotham Rounded and is to be used on all
communication materials. Use all other weights listed for emphasis and contrast.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Gotham Rounded Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Gotham Rounded Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Gotham Rounded Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Gotham Rounded Bold

20
Web Safe Font
When Gotham Rounded is not available or cannot be used (i.e., web),
Helvetica may be used instead.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Helvetica

21
 Photography
Whole Foods Market photography should be natural, fresh, authentic, and engaging.
The imagery should be bright and colourful, expressing the personality of the brand
to create a positive, lasting impression. With images of natural landscapes, food, and
animals, customers will see a part of themselves or something familiar and meaningful
allowing them to create an instant connection with the Whole Foods Market brand.

Landscape Photography

To express the support of local

farmers and to show where the
customer’s food is coming from,
the imagery must be shot with
daylight photography of natural
features of land, sky and waters,
at a far distance. The landscape
imagery should be clean and
minimal with only two or three
elements throughout the image.

Food Photography
To show prepared and cooked
meals, the food must be flat lay
and organized. The photography
must be taken from above to
show the food and have a bright
colour palette.

22
Produce Photography
All produce/raw foods will
be taken close up (mirco) to
show the natural, and authentic
foods that can be purchased
at Whole Foods Market. The
produce photography should
have a bright colour palette
to show consumers the fresh
and organic produce farmer’s
grow. The photos should be
simple and not have too many
details and elements that would
confused the viewer.

Animal Photography
Imagery of animals should
be taken from a distance in
an outdoor setting (a farm or
natural landscape) to show the
consumers that the animals
Whole Foods Market raises are
fed organic, given fresh air, and
have outdoor access.

23
 Department Colours
The Whole Foods Market department colour palette is a major
element of the organization’s interior visual identity and should be
used consistently across all communication materials - web and print.

Produce Seafood Bakery

HEX: #8CE054 HEX: #70BCFF HEX: #D5B9AA

CMYK: C.47 M.0 Y.87 K.0 CMYK: C.48 M.15 Y.0 K.0 CMYK: C.16 M.26 Y.30 K.0
RGB: R.139 G.224 B.83 RGB: R.113 G.188 B.255 RGB: R.213 G.185 B.170

Prepared Foods Meat Dairy

HEX: #FFA324 HEX: #ED4C4C HEX: #FFD806

CMYK: C.0 M.42 Y.95 K.0 CMYK: C.1 M.86 Y.69 K.0 CMYK: C.1 M.12 Y.100 K.0
RGB: R.255 G.163 B.36 RGB: R.237 G.77 B.77 RGB: R.255 G.216 B.6

24
Department Logos

Produce Seafood

Bakery Dairy

Meat Prepared Foods

25
 Typography on Colour
Below are examples of how text can be used on different coloured backgrounds.

Grey text must be on top of the

white background for legibility.

Background: Text:
HEX: #FFFFFF HEX: #FFD806
CMYK: C.0 M.0 Y.0 K.0 CMYK: C.1 M.12 Y.100 K.0
RGB: R.255 G.255 B.255 RGB: R.255 G.216 B.6

White text must be on top of the

green background for legibility.

Background: Text:
HEX: #8CE054 HEX: #FFFFFF
CMYK: C.47 M.0 Y.87 K.0 CMYK: C.0 M.0 Y.0 K.0
RGB: R.139 G.224 B.83 RGB: R.255 G.255 B.255

White text must be on top of the

orange background for legibility.

Background: Text:
HEX: #FFA324 HEX: #FFFFFF
CMYK: C.0 M.42 Y.95 K.0 CMYK: C.0 M.0 Y.0 K.0
RGB: R.255 G.163 B.36 RGB: R.255 G.255 B.255

Grey text must be on top of the

yellow background for legibility.

Background: Text:
HEX: #607067 HEX: #FFD806
CMYK: C.63 M.43 Y.56 K.18 CMYK: C.1 M.12 Y.100 K.0
RGB: R.97 G.113 B.103 RGB: R.255 G.216 B.6

26
Text on Photography
There should be no image that should be in a pale or light colour. The main header
and copy should all be in white text on top of the image. The images should
be a cropping of a larger image and must focus on one particular element. The
photography should not fight with the typography and the text should be overlayed
on top of the darker areas of the photos.

Header:
Gotham Rounded Bold
UPPERCASE
HEX: #FFFFFF
CMYK: C.0 M.0 Y.0 K.0
RGB: R.255 G.255 B.255

Subhead:
Gotham Rounded Bold
UPPERCASE
HEX: #FFFFFF
CMYK: C.0 M.0 Y.0 K.0
RGB: R.255 G.255 B.255

27
 Stationary: Business Card
The staff business cards feature the Whole Foods Market primary logo.

The business card must provide the following information: Name, Job Title, Work
Telephone Number, Mobile Number, Email Address, and the Whole Foods Market
website address.

Staff Business Card: Front Name:

Gotham Rounded Bold
12pts/15pts
HEX: #FFD806
CMYK: C.1 M.12 Y.100 K.0
RGB: R.255 G.216 B.6

Job Title:
Gotham Rounded Bold
8pts/9pts
UPPERCASE
HEX: #8CE054
CMYK: C.47 M.0 Y.87 K.0
RGB: R.139 G.224 B.83

Contact Information:
Gotham Rounded Book
7pts/11pts
HEX: #FFD806
CMYK: C.1 M.12 Y.100 K.0
RGB: R.255 G.216 B.6
Staff Business Card: Back

28
Stationary: Letterhead
To ensure consistency, templates must be used as provided and the width should not be
modified. The letterhead file will be supplied as a template and should not be re-created.
The primary logo is used on the staff letterhead on the top centred.

Contact Information:
Gotham Rounded Book
Flush Right
10pts/14pts
HEX: #FFD806
CMYK: C.1 M.12 Y.100 K.0
RGB: R.255 G.216 B.6

29
 Stationary: Envelope
To ensure consistency, templates must be used as provided. The placement of the logo
must maintain the same distance in the top and left edge. The primary Whole Foods
Market logo will be used on the envelope.

Envelope: Front

Melanie Wong
Whole Foods Market
3997 Highway &
Markham, ON
L3R 5M6

Contact Information:
Gotham Rounded Book
HEX: #000000
CMYK: C.1 M.12 Y.100 K.0
RGB: R.255 G.216 B.6

Envelope: Back

30
Promotional: Magazine Masthead
The Whole Foods Market newsletter and Chopped Magazine mastheads and templates
will be provided. The Whole Foods Market newsletter the primary logo is set in white
with a green background at the top right of the newsletter.

Whole Foods Market Newsletter

Headers:
Gotham Rounded Bold
UPPERCASE
HEX: #FFFFFF
CMYK: C.0 M.0 Y.0 K.0
RGB: R.255 G.255 B.255

Gotham Rounded Bold

UPPERCASE
HEX: #607067
CMYK: C.63 M.43 Y.56 K.18
RGB: R.97 G.113 B.103

Masthead:
Chopped Magazine
Gotham Rounded Bold
UPPERCASE
HEX: #607067
CMYK: C.63 M.43 Y.56 K.18
RGB: R.97 G.113 B.103

Header:
Gotham Rounded Bold
UPPERCASE
HEX: #FFD806
CMYK: C.1 M.12 Y.100 K.0
RGB: R.255 G.216 B.6

Copy:
Gotham Rounded Bold
Titlecase
HEX: #FFFFFF
CMYK: C.0 M.0 Y.0 K.0
RGB: R.255 G.255 B.255 31
 Stationary: Apron
The Whole Foods Market logo can be applied to a wide variety of materials. The colours
of the Produce section aprons must be in green (#8CE054), Meat (#D83030), Dairy
(#FFD806), Seafood (#70BCFF), Bakery (#D5B9AA) Prepared Foods (#FFA324). It is
important to follow the guidelines for consistency of the Whole Foods Market brand.

Produce Bakery

32
Seafood Meat

Dairy Prepared Foods

33
 Stationary: T-Shirt
The Whole Foods Market logo can be applied to a wide variety of materials.
The colours of the t-shirts must be in green (#8CE054) or the colours for each
department of the Whole Foods Market store. It is important to follow the
guidelines for consistency of the Whole Foods Market brand.

T-Shirt: Front

T-Shirt: Back

Produce
34
Bakery Seafood

Meat Dairy

Prepared Foods

35
 Stationary: Grocery Bag
The Whole Foods Market store will be using a recyclable brown grocery bag.
The pattern, main logo, symbol can be applied as a design for the brown
grocery bag. The pattern must be printed in dark brown and the logo must
be printed in white.

Front Back

36
Stationary: Tote Bag
The Whole Foods Market store will also be using a recyclable white tote bag. The
pattern, main logo, symbol can be applied as a design for the tote bag. The symbol and
logo must be printed in green on the white tote bag.

Front Back

37
 365 Everyday Value Brand: Logo
The 365 Everyday Value Brand is a private label of Whole Foods Market. The logo’s
circular shape acts as a stamp to represent the affordable quality that consumers
can find at Whole Foods Market. The 365 Everyday Value brand can be found on all
of the communication materials.

Positive Version

FOODS MA
L E
W HO

RK
365
ueET
36

Ev al
eryday V
5

Reverse Version

FOODS MA
E
L
W HO

RK

365
ueET
36

Ev
al

eryday V
5

38
Clear Space and Minimum Size
The logo must be surrounded by the area of visual clear space. The clear space should
be maintained around the logo that is equal to or greater than the distance “W” as
indicated in the diagram.

The minimum size of the logo maintains legibility and clarity. The minimum size of the
365 Everyday Value logo is 25mm.

Clear Space of the 365 Everyday Value Logo

FOODS MA
E
L
W HO

RK

365
ueET
36

Ev
al

eryday V
5

w = half width
of the circle

Minimum Size of the 365 Everyday Value Logo

FOODS MA
E
L
W HO

RK

365 25 mm
ue ET
36

Ev
al

eryday V
5

39
 Improper Application of
365 Everyday Value Brand
These examples show easy mistakes and improper use of the logo to avoid
when using the logo. By modifying the logo means diminishing its visual impact.

y Va l u
e da
ry

e
OODS M
EF A

v
365 E
RKET
L

5
RK
WHO

365 36
ET

MA
ue
36

W
Ev

S
al

e r y d ay V
HO
5

LE FOOD

Do not stretch, condense, or distort the logo. Do not tilt, rotate, or skew.

FOODS MA
E
L
W HO

RK
ue ET
36

Ev
eryday V al
5

Do not reverse the logo. Do not reverse the inside circle of the logo.

FOODS MA FOODS M
E E
A
L
L

W HO

RK
W HO

RK

365 365
ET
ET

ue
36
ue
36

Ev
al

Ev
5

eryday V
al

eryday V
5

Do not use unapproved colours. Do not take out the circles/dots from the logo.

40
 FOODS M
E

A
L
W HO

RK
365

ET
ue
36
Ev

al
eryday V

Do not put the logo on any shape. Do not change the colour of the text in the logo.

FOODS M FOODS M
E E

A
A

L
L

W HO

RK
W HO

RK

365 365
ET

ET
ue
36

ue
36
Ev
al

eryday V
5

Ev

al
5
eryday V

Do not put the white version of the logo Do not put the black version of the logo
on a light image where the logo is illegible. on a dark image where the logo is illegible.

FOODS MA
E
L
W HO

RK

365
ueET
36

Ev
al

eryday V
5

Do not use the white version of Do not make the icon a

the logo on unapproved colours. different colour from the logo.

The icons should not be as a stand alone logo. Do not change the position of the logo elements.

41
 365 Everyday Value Brand: Label
The 365 Everyday Value Brand is seperated into different categories of Whole
Foods Market ranging from Produce to Bakery to Prepared Foods. The 365
Everyday Value brand can be found on all of the communication materials
including packaging and advertisements.

Positive Version

FOODS MA FOODS MA FOODS MA FOODS MA

E E E E
L

L
L

L
W HO

RK

W HO

RK
W HO

RK

W HO

RK
ET

ET
ET

ET
PR PO D
O DUCE BA
KERY U LT R Y ESSERT

FOODS MA FOODS MA FOODS MA FOODS MA

E E E E
L

L
L
W HO

RK

W HO

RK

W HO
W HO

RK
RK
ET

ET

ET
ET

PR

SE E
D

PA O
DAIRY AFOOD RED FO P A S TA

FOODS MA FOODS MA
E E
L

L
W HO

W HO
RK

RK
ET
ET

GR
AINS M E AT

42
Reverse Version

FOODS MA FOODS MA FOODS MA FOODS MA

E E E E
L

L
L

L
W HO

RK

W HO

RK
W HO

RK

W HO

RK
ET

ET
ET

ET
PR PO D
O DUCE BA
KERY U LT R Y ESSERT

FOODS MA FOODS MA FOODS MA FOODS MA

E E E E
L

L
L

L
W HO

RK

W HO

RK
W HO

W HO
RK

RK
ET

ET
ET

ET
PR

SE E
D

PA O
DAIRY AFOOD RED FO P A S TA

FOODS MA FOODS MA
E E
L
L

W HO

RK
W HO

RK

ET
ET

GR
AINS M E AT

43
 365 Everyday Value Brand: Packaging
The 365 Everyday Value brand is applied to packaging.

365 Everyday Value Label

Subhead:
Gotham Rounded Medium
UPPERCASE
HEX: #FFD806
CMYK: C.1 M.12 Y.100 K.0
RGB: R.255 G.216 B.6

Header:
Gotham Rounded Bold
HEX: #FFD806
CMYK: C.1 M.12 Y.100 K.0
RGB: R.255 G.216 B.6
44
365 Everyday Value Label

Subhead:
Gotham Rounded Bold
UPPERCASE
HEX: #8CE054
CMYK: C.47 M.0 Y.87 K.0
RGB: R.139 G.224 B.83

Header:
Gotham Rounded Bold
HEX: #FFD806
CMYK: C.1 M.12 Y.100 K.0
RGB: R.255 G.216 B.6

Description:
Gotham Rounded Medium
HEX: #FFD806
CMYK: C.1 M.12 Y.100 K.0
RGB: R.255 G.216 B.6

45
 Promotional: Advertisements
Each advertisement showcases the brand of each major department in the Whole Foods
Market (Produce, Seafood, Prepared Foods, Bakery, Meat, and Dairy). Other elements in
the store such as 365 Everyday Value and supporting local farmers are also included in
the poster and magazine advertisements to promote a healthy lifestyle.

46
47
 Whole Foods Market Website
The Whole Foods Market website provides customers information about the company,
what products are on sale, finding a store, and recipes. In addition, the website allows
the customer to shop online.

48
49
50
51
 Whole Foods Market Mobile App
The Whole Foods Market mobile app provides customers easy access to information
on the latest recipes and when products are on sale in their local store.

App Icon Home Page

52
Popular Recipes Page Recipe Page

53
 Signage: Exterior
The Whole Foods Market logo must be visible from public streets, including banners,
window clings, on-building, freestanding, or interior installations.

54
Signage: Interior - Produce
The example shows the produce section layout and the interior signage. The
produce section of Whole Foods Market is typeset in Gotham Rounded Bold. The
signage also includes the produce icon to help customers easily identify the section
within the store. The green colour corresponds to the produce section.

55
 Signage: Interior - Meat & Seafood
The examples below show the meat and seafood section layout and the interior
signage. The meat and seafood section of Whole Foods Market is typeset in Gotham
Rounded Bold. The signage includes the meat and seafood icon to help customers
easily identify the section within the store. The red colour corresponds to the meat
section and blue corresponds to the seafood section.

56
Signage: Interior - Dairy
The example below shows the dairy section layout and the interior signage. The dairy
section of Whole Foods Market is typeset in Gotham Rounded Bold. The signage
includes the dairy icon to help customers easily identify the section within the store.
The yellow colour corresponds to the dairy section.

57