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While our visual identity system is rooted in gridded, Swiss-like principles, it has a strong eclecticism calling for a more paired back logotype. Though paired back, our wordmark is still full of personality, with moments of surprise and delight as you notice details such as the embedded seed and the inverse relationship of the “a” and the “e”. There are two versions of the logo. Logo use is based on local markets & specific cultural relevancies. This varies internationally. https://images.squarespace-cdn.com/content/v1/62ed6f5557b94646b252e34a/af3378fb-e5d0-4f14-8ce3-52557d5f3d98/Ades_BrandGuidelines_220901.001.jpeg Work - Ades https://images.squarespace-cdn.com/content/v1/62ed6f5557b94646b252e34a/1671777467055-RYIDJ4TK3DIE3KAAJEQ5/Ades_BrandGuidelines_color.jpg Work - Ades Our brand’s joyful typeface features dynamic letterforms–made up of ink traps, high contrast between thick and thin strokes, and irregular counters. It compliments the organic shapes in our visual system, defies convention, celebrates experimentation, and makes a bold statement effortlessly. https://images.squarespace-cdn.com/content/v1/62ed6f5557b94646b252e34a/1aecfd40-171e-413b-bff1-3d9e75b1f8bc/Ades_BrandGuidelines_220727+TS2.jpg Work - Ades https://images.squarespace-cdn.com/content/v1/62ed6f5557b94646b252e34a/1671777083756-G2CU830G90VJEHD7734M/Ades_BrandGuidelines_color2.jpg Work - Ades Our color palette is derived directly from product ingredients; borrowing from the natural world, to create a system that feels fresh and appetizing. 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It compliments the organic shapes in our visual system, defies convention, celebrates experimentation, and makes a bold statement effortlessly. https://images.squarespace-cdn.com/content/v1/62ed6f5557b94646b252e34a/f783a7c4-c8c1-47c0-bad8-2b43fb231234/Ades_BrandGuidelines_220901.005.jpeg Work - Ades https://images.squarespace-cdn.com/content/v1/62ed6f5557b94646b252e34a/1671777258881-9ZKG63PLN1LXZ6RXEP8K/Ades_BrandGuidelines_illo2.jpg Work - Ades Organic forms break up our gridded framework to make for a dynamic system that embodies an ever-evolving mix of flavors and experiences. Bold colors, shapes, textures, and imagery shift across each horizontal block in order to create compositions that feel imaginative, quirky, and unexpected. 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