Brand standards, also known as brand guidelines or brand manuals, are a set of rules and guidelines that dictate how a brand should be represented and communicated across various channels and touchpoints. These standards are essential for a variety of reasons:

Consistency: They ensure a uniform look and message across all brand touchpoints.
Professionalism: They project a polished and trustworthy image.
Identity: They define and reinforce the brand’s unique personality and values.
Recognition: Consistency leads to easy brand recognition.
Efficiency: They streamline marketing and design efforts.
Adaptability: Standards can be tailored to various media.
Legal Protection: They safeguard intellectual property.
Consumer Trust: Consistency fosters trust.
Employee Guidance: They provide clear guidelines for employees.
Competitive Advantage: Brands with strong standards stand out in the market, gaining an edge.

Brand standards are crucial for maintaining a consistent and effective brand presence. They help shape the brand’s identity, increase recognition, and build consumer trust, which can ultimately lead to business success. The following assets are here to help you adhere to the Harbor brand, and to ensure you have a better grasp of how we appear in the marketplace.

Harbor Wholesale Logos

When using any Harbor branded logo’s, use primary versions whenever possible. If using logo’s against a darker background (or dark photo area), please use the “reversed” versions. These are white with a transparent background.

To download, click on the “download” text to open the image. Now right-click (or Control-click) and select “Save image as…” to download the file.

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Improper Logo Usage

PLEASE DO NOT

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Obsessed With Your Success Logos

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HarborCares Logos

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Harbor Foodservice Logos

When using any Harbor branded logo’s, use primary versions whenever possible. If using logo’s against a darker background (or dark photo area), please use the “reversed” versions. These are white with a transparent background. To download, click on the “download” text to open the image. Now right-click (or Control-click) and select “Save image as…” to download the file.

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Harbor Foods Logos

The Harbor Foods logo has 2 variations, one as a stand alone and a second with the family of companies beneath. If the logo is to be used at a smaller size, please use the Harbor Foods without the family of companies.

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Northlink Logos

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Typography

The 2 main fonts used in Harbor Foodservice marketing are Montserrat and Ernestine, both from Adobe. Ernestine is a slab serif font with unique numbers while Montserrat is a contemporary sans serif font. They should be used when possible for customer facing collateral. The tag lines for “Life happens around the table” and “Delivering goodness” are both set in Montserrat. You can download a graphic version of these tag lines for use in your material below.

Life happens around the table.®

The text “Life happens around the table.” is a Registered Trademarked by Harbor and should include a “circle R” where possible. It is set in Adobe Montserrat. Please download and use the graphic version for convenience.

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Delivering Goodness™

The text “Delivering Goodness” is Trademarked by Harbor and should include a TM where possible. It is set in Adobe Montserrat font. Please download and use the graphic version for convenience.

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Harbor Colors

The Harbor Wholesale color scheme is blue, green and gray. You can see the colors below and how they are constructed via various software packages. Please adhere to these versions of the colors when building your material.

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If you have a request for anything from our Marketing Team, please use the Jotform link and let us know how we can help.