Brand Guidelines

International Dairy Foods Association Brand Identity Standards Version 1.1, March 2020
LOGO DESIGN 01

Logo System

Horizontal Stacked Badge

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LOGO DESIGN 02

Logo Horizontal

This is the primary IDFA logo that will be used

Mark Logo Type
across brand applications. This logo helps
audiences easily identify IDFA’s printed
materials, web presence, communications, social
media, and other branded materials. It is also
essential to the success of the IDFA brand that
the logo is always consistent in presentation.

To maintain brand consistency, the IDFA team

should apply the logo with care, and they
should consider every application of the logo,
according to these brand guidelines.

Horizontal

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LOGO DESIGN 03

Logo Stacked

Whenever possible, all branded materials and

communications should be created using the
primary IDFA logo.
Mark

In scenarios where the primary logo is either too

wide, or requires a vertical format, IDFA’s
stacked logo can be used (but should never be
Stacked
placed directly next to the primary logo).

Logo Type

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LOGO DESIGN 04

Logo Badge

Whenever possible, all branded materials and

communications should be created using the Logo Type
primary IDFA logo.

In addition to the primary and stacked logos,

IDFA's brand offers a secondary badge. The IDFA
badge should be used in a more casual capacity
on collateral where the brand does not need to
be communicated wholly and professionally. We
recommend it for promotional items like t-shirts, Mark
jackets, and coffee mugs. Badge

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LOGO DESIGN 05

Minimum Sizes

When significantly reduced, the logo system will

become illegible. These are the pixel sizes IDFA
recommends staying within to preserve the
integrity of the logo.

109px 48px 68px

32px 85px 68px

Horizontal Stacked Badge

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LOGO DESIGN 06

Clear Space

It is essential to maintain proper spacing around 1” 1”

the logo to avoid overcrowding and illegibility.
The use of whitespace isolates the logo from
competing graphic elements (typography,
images, other logos, etc.) that may lessen the 1”
impact of the IDFA identity.

The clear space defined here is applicable to

the entire IDFA logo system.

1”

The minimum clear space is defined as one-third of the height of the horizontal logo (3:1).
This minimum clear space should be maintained as the logo is scaled proportionally.

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LOGO DESIGN 07

Logo Backgrounds

Here are different ways the IDFA logo can be

applied to backgrounds. Each option should be
applied with care, making sure the logo and
typography are not competing with the
background used.

Light Background Dark Background

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LOGO DESIGN 08

1-Color Logos

Alternate 1-color IDFA logos. These logos can

be used when a 1-color design is required. The
IDFA team should honor the IDFA color palette
when possible, using 1-color or white versions
only if neccessary.

1-Color Dark 1-Color White

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LOGO DESIGN 09

Correct Logo Primary Use Secondary Use

Application

Primary Use Light Background Photo Alternate Use 1-Color White Burn-in Alternate Use Alternate Use

Alternate Use 1-Color White over Pattern Alternate use 1-Color White Alternate Use 1-Color Primary Use Light Background Solid

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LOGO DESIGN 10

Incorrect Logo Avoid Using Low Contrast Backgrounds Avoid Using Low Opacity

Application

Avoid Stretching Avoid Using on Busy Backgrounds Avoid Rotating Avoid Boxing in Logo

Avoid Reversing Brand Colors Avoid Adding Strokes Avoid Using Off-brand Colors Avoid Using Off-brand Fonts

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LOGO DESIGN 11

Color Palette

DIGITAL DIGITAL DIGITAL DIGITAL

Hex Code: 4183BF Hex Code: E92E29 Hex Code: B3CDE5 Hex Code: 122D47
R: 65 G: 131 B: 191 R: 233 G: 46 B: 41 R: 179 G: 205 B: 229 R: 18 G: 45 B: 71

PRINT PRINT PRINT PRINT

Pantone: 660 C Pantone: 485 C Pantone: 544 C Pantone: 2965 C
C: 75 M: 42 Y: 3 K: 0 C: 2 M: 96 Y: 95 K: 0 C: 28 M: 11 Y: 3 K: 0 C: 96 M: 79 Y: 46 K: 45

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LOGO DESIGN 12

Typography

Aa
PRIMARY TYPEFACE
Aa
SECONDARY TYPEFACE

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AaBbCcDdEeFfGgHhIiJjKkLlMmNn AaBbCcDdEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz OoPpQqRrSsTtUuVvWwXxYyZz

0123456789 0123456789
!@#$%^&*?/) !@#$%^&*?/)

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DOCUMENT DESIGN 13

Document Fonts

Power of
Happier IDFA
Dairy Members
H1 | Aalto Sans Pro Bold | Size 30 pt H3 | Aalto Sans Pro Bold | Size 18 pt

Membership IDFA advocates on behalf of America’s dairy

Made Easy industry to ensure our dairy companies and

communities continue to innovate and thrive.

H2 | Aalto Sans Pro Bold | Size 18 pt Paragraph | Utily Regular | Size 11-14 pt

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DOCUMENT DESIGN 14

Default Fonts

Power of
Dairy Happier IDFA
Members
H1 | Arial Bold | Size 48px H3 | Arial Bold | Size 24px

Membership IDFA advocates on behalf of America’s dairy

Made Easy industry to ensure our dairy companies and

communities continue to innovate and thrive.

H2 | Arial Bold | Size 36px Paragraph | Arial Regular | Size 14-24px

Arial Bold Arial Regular

WEB DESIGN 15

Web Fonts

Power of
Dairy Happier IDFA
Members
H1 | Gilroy Bold | Size 48px H3 | Gilroy Bold | Size 24px

Membership IDFA advocates on behalf of America’s dairy

Made Easy industry to ensure our dairy companies and

communities continue to innovate and thrive.

H2 | Gilroy Bold | Size 36px Paragraph | Gilroy Medium | Size 14-24px

Gilroy Bold Gilroy Medium

DESIGN COLLATERAL 16

Email Signature

The IDFA email signature consists of team

employee name, title, contact information, and
mission content tagline.

Typography:

NAME
Arial; Bold; 14 px; all-caps; #4183BF

Title
Arial; 11 px; #122D47

Address/Phone
Arial; 10px; #5E6C7F

Blue “P/M” in Phone Numbers

Arial; Bold; 10 px; #4183BF

Link
Arial; Underline; 10 px; #4183BF

Tagline
Arial; 12 px; #E92E29
DESIGN COLLATERAL 17

Business Card

The IDFA business card is designed to

accommodate multiple lines of text for titles,
and contact information, as shown.

Typography:

NAME Making a Difference for Dairy

Aalto Sans Bold; Bold; 13pt; all-caps; #4183BF

Title
Utily Bold; 8pt; #122D47

Contact Information
Aalto Sans Regular; 7pt; #606e81

Blue “P/M” in Phone Numbers/URL MATT HERRICK

Aalto Sans Semibold; 7pt; #4183BF Senior Vice President,
Executive & Strategic P: 202.220.3537 M: 202.704.6881
Communications mherrick@idfa.org
Paper Stock:
1250 H Street NW, Suite 900
#100 Cougar Opaque Cover Washington, DC 20005
www.idfa.org

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DESIGN COLLATERAL 18

Stationery

The IDFA stationery system consists of two

digital letterheads, with and without
watermark, and a standard No. 10 Envelope.

Word Processing: 1250 H Street NW, Suite 900

Washington, DC 20005

Arial Regular, 11 pt in #122d47 with auto line www.idfa.org

spacing. If your letter extends below the

bottom margin, continue typing on a second
letterhead page.

Envelope Paper Stock:

#70 Text Cougar Opaque Smooth
Making a Difference for Dairy

P: 202.220.3537 F: 202.331.7820 1250 H Street NW, Suite 900 | Washington, DC 20005 www.idfa.org

Making a Difference for Dairy

P: 202.220.3537 F: 202.331.7820 1250 H Street NW, Suite 900 | Washington, DC 20005 www.idfa.org

Making a Difference for Dairy

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DESIGN COLLATERAL 19

Notepad

The custom IDFA notepad is a functional way

to market the IDFA brand, while adding value
for both IDFA members and employees.

Notepad Paper Stock:

#70 Text Cougar Opaque Smooth/100 pad

P: 202.220.3537 F: 202.331.7820 1250 H Street NW, Suite 900 | Washington, DC 20005 www.idfa.org

Making a Difference for Dairy

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DESIGN COLLATERAL 20

Podium Signs

The IDFA podium signs are ideal for any

presentation, providing a branded solution for
presenting in front of an audience from a
lectern or podium. The podium sign template
provided is also a great way to highlight
members and sponsors.

When creating a custom podium sign, consider

using high-quality logo files at 300dpi. Individual
logos should be no larger than 4.5” x 3“ and
placed in a 2 or 3 column layout as shown.

Podium Signs Production:

Direct print full-color, 18x22”
Matted to 3/16” black gator board

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DESIGN COLLATERAL 21

PowerPoint Templates

The IDFA PPT template consists of several

creative and flexible slide layouts, that will give
every IDFA presentation a unique look. Each
slide is designed with visual interest and brand
consistency in mind.

When creating a PPT from this template please

use the typogrphy styles established in the
document, or from page 14 in this guide.

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Branding & Design by: