...

because
its the
safeway
to eat
 Contents

contents 02
introduction03
guidelines 04
logo variations 05
final logo 06
breather 07
color palettes 08

about us
brand typeface 09
ads 10
packaging  11
app 12

Our Mission Statement: The company,

Safeway’s, main goal is to create a unique
shopping experience with high-quality
products. In my version of Safeway, I will
re-introduce these goals with a clearer
emphasis on a comfortable yet healthy
grocery shop. My company is different from
other grocery stores due to it’s beneficial to
the environment and feel -good experience
of shopping. The appearance of safeway will
focus on the consumer’s health.

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 logo variations
guidelines
• shop with us
• follow all guidlines for type, logo, color, etc; refer to the
respective pages for specifics
• employees must treat all customers equally regardless of
religion, racial background, age, sex, ancestry, etc
• company must have integrity when regarding investors,
suppliers, and consumers
• there must be a logo in front of every grocery store
• all products must coincide with safeway’s affordable and
healthy approach
• a return policy envoked for 48 hours after purchasing
• Aal packaging with the safeway’s logo, must be double
checked
• visual logos (commercial) must contain safeway’s logo the safeway to eat the safeway to eat the safeway to eat

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 final logo safeway

the safeway to eat

The final logo for Safeway’s brand

will include this shade of green and
the iconic “S” symbol in the middle
of the circle. The tagline will be “the
safeway to eat” with an emphasis on
“safeway”. This logo represents the
brand’s simple, comfortable, yet eco-
friendly mission statement.

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 colour palette brand
typeface IC E C RE A M REGULA R (PRIMA RY ):

ABCDEFGHIJKLMNOPQRSTUVWXYZ
Base: Two greens
(darker green, green-
ish blue)
- Neutral: Light grey,
Light cream
- Accents: Brown,
Dull Yellow LIGH T B RE VIA S ECONDA RY ):

ABCDEFGHIJKLMNOPQRSTUVWXYZ
Greenish-Blue Light Cream Dull Yellow
Pantone 137-13c Pantone 23-3C Pantone 10-11c
RGB (93, 156, 119) RGB 202, 184, 168 RGB 32.2, 33.4, 35.29
CMYK (65, 0, 52, 22) CMYK (21, 25, 32, 0) CMYK (0, 11, 41, 6)
HEX # 5D9C77
HEX # cab8a8 HEX # E9D095
The Ice Cream Regular will be the primary
typefont as it is the brand logo name.
Light Brevia will be the secondary as it is
Brown Light Grey/Blue Dark green appeared in the secondary words of the
IC E C RE A M S LA NT E D (T E RA ITA RY ):
Pantone: 29-16c Pantone: 135-3c Pantone 150-13c trademark “the safeway to eat”. Ice cream

ABCDEFGHIJKLMNOPQRSTUVWXYZ
RGB 124, 61, 0 RGB (132,171,154) RGB (80, 134, 87) slanted is the teratiary font as it is only in
CMYK (0, 62, 97, 60) CMYK (42, 0, 29, 20) CMYK (77,27,100,13) the word “safeway” while being used in
HEX # 84ab9a HEX # 508657 the trademark.
HEX # 7C3D00

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 ads (billboards, packaging
trucks, etc)

(0 2)

Quisque ut tellus ipsum. Vestibulum

porttitor condimentum pharetra. Mauris
ante lorem, porta eget laoreet ac, suscipit
ut nisl.

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 app

safeway

Company Name – Brand style guide Page 12