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    Myplate: Style Guide and Conditions of Use For The Icon

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    FedScoop
    The document provides guidelines for using the MyPlate icon to promote healthy eating choices. It describes the core elements of the icon which include the plate graphic, website address (ChooseMyPlate.gov), and placemat frame. It provides examples of correct and incorrect usage, and recommendations for sizing and placement. The guidelines are intended to create consistent communication using MyPlate and avoid confusing consumers.

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    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd

    Myplate: Style Guide and Conditions of Use For The Icon

    Uploaded by

    FedScoop
    1K views12 pages
    The document provides guidelines for using the MyPlate icon to promote healthy eating choices. It describes the core elements of the icon which include the plate graphic, website address (ChooseMyPlate.gov), and placemat frame. It provides examples of correct and incorrect usage, and recommendations for sizing and placement. The guidelines are intended to create consistent communication using MyPlate and avoid confusing consumers.

    Original Title

    MyPlate Graphics Standards

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    The document provides guidelines for using the MyPlate icon to promote healthy eating choices. It describes the core elements of the icon which include the plate graphic, website address (ChooseMyPlate.gov), and placemat frame. It provides examples of correct and incorrect usage, and recommendations for sizing and placement. The guidelines are intended to create consistent communication using MyPlate and avoid confusing consumers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    1K views12 pages

    Myplate: Style Guide and Conditions of Use For The Icon

    Uploaded by

    FedScoop
    The document provides guidelines for using the MyPlate icon to promote healthy eating choices. It describes the core elements of the icon which include the plate graphic, website address (ChooseMyPlate.gov), and placemat frame. It provides examples of correct and incorrect usage, and recommendations for sizing and placement. The guidelines are intended to create consistent communication using MyPlate and avoid confusing consumers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    You are on page 1of 12

    MyPlate

    Style Guide and Conditions of Use for the Icon

    USDA is an equal opportunity provider and employer June 2011


    Table of Contents
    Introduction................................................................................................................................1

    Core Icon Elements................................................................................................................2

    MyPlate Icon Application Guidance...............................................................................3

    Examples of Incorrect Usage............................................................................................4

    Featuring a Specific Food Group....................................................................................5

    Placemat Frame Variations................................................................................................6

    Sizing Recommendations...................................................................................................7

    Clear Space................................................................................................................................8

    Food Group Color Palettes................................................................................................9

    Placemat Frame Color Palettes......................................................................................10

    MyPlate Style Guide and Conditions of Use for the Icon i


    Introduction
    MyPlate is the “new generation” food icon to prompt consumers to think differently
    about their food choices. ChooseMyPlate.gov contains a wealth of resources based
    on the 2010 Dietary Guidelines for Americans to help individuals meet nutrient and
    calorie needs and make positive eating choices.

    T
    he Dietary Guidelines are increas- USDA encourages the use of the MyPlate icon
    ingly important as federal depart- in a variety of applications, including textbooks
    ments search for ways to reduce rates and other educational materials, the media (print,
    of morbidity and mortality related broadcast, and the Internet), packaging, newslet-
    to obesity, diabetes, cardiovascu- ters, brochures, signage (interior and exterior),
    lar disease, cancer, and other chronic illnesses. menus, coloring books, etc.
    ChooseMyPlate.gov offers dietary assessment
    tools, nutrition education resources, and clear, The new icon also may be used in advertising, at
    actionable information about how to make better point-of-purchase, and in other paid media appli-
    food choices. USDA will work with numerous cations. However, any such use cannot suggest
    partners—the media, educators, government or imply USDA endorsement of the product or
    agencies, nongovernmental organizations (NGOs), service. Further, such use cannot be misleading in
    health professionals, industry, and others—to its application on labels/labeling on packaging or
    facilitate use of ChooseMyPlate.gov and promote at retail sale.
    to general audiences.
    USDA is making the icon, website, and educational
    The MyPlate icon is intentionally simple. It was messages available for use without cost. However,
    designed to remind consumers to eat healthfully to create the most effective communication initia-
    and guide them to resources and tools to put the tive possible and to avoid consumer confusion, all
    Dietary Guidelines into action. The icon is part of a users should follow this style guide and editorial
    broader communications initiative and, as such, is standards. The following guidelines illustrate and
    not intended to change consumer behavior alone. explain possible applications.

    MyPlate Style Guide and Conditions of Use for the Icon 1


    Core Icon Elements
    Consistent applications of all core elements
    related to MyPlate will greatly strengthen overall
    communication and benefit nutrition educa-
    tion and product development efforts. The icon,
    website, and messages are interrelated and ideally
    each of these elements would be used together.
    However, understanding that use will vary enor-
    mously, a variety of suggested formats and uses
    are provided in these guidelines.

    MyPlate has three distinct elements:

    1. Icon (plate with fruits, vegetables, grains,


    protein and dairy adjacent to the plate)

    2. Website (ChooseMyPlate.gov)

    3. Placemat frame

    MyPlate Style Guide and Conditions of Use for the Icon 2


    MyPlate Icon Application Guidance
    Always keep the image intact and reproduce exactly CMYK or RGB
    as shown, in four-color process for printing or RGB for (see page 6 for placemat frame color options)
    digital usage. However, the web address may be used
    independently of the image.

    The MyPlate icon and web address should be credited


    to the U.S. Department of Agriculture or USDA.

    When the icon is reproduced smaller than 1 ½" wide


    (see page 7 – Sizing Recommendations), it is accept-
    able to show the icon without the food group names.
    However, the web address—ChooseMyPlate.gov—should
    always remain and always be shown against the white
    placemat background.

    A grayscale and black-and-white version of the icon and


    web address is included for applications where color is
    not possible, e.g., photocopying. Do not reproduce in any Grayscale
    other single color other than black.

    The MyPlate icon artwork with its variations, and


    different file formats are provided for your use online
    at ChooseMyPlate.gov and are available on CD.

    All variations are available in the following file formats


    appropriate for your specific printing and digital needs:
    EPS, TIFF, JPEG and PDF.

    Do not alter the elements of the icon, including


    the type treatment of ChooseMyPlate.gov while main-
    taining "MyPlate" in bold. Also do not change their
    relationships to each other, or replace them with other
    elements. See page 4 for examples of incorrect usage.

    Black-and-white
    When the icon and web address appear to promote
    products, programs, systems, or any other venture, in
    any application, including packaging, exhibits, signage,
    floor and counter displays, or any other promotional
    materials, the following statement must be displayed:

    “USDA does not endorse any products, services, or


    organizations.”

    ChooseMyPlate.gov
    Gotham Book Gotham Black Gotham Book

    MyPlate Style Guide and Conditions of Use for the Icon 3


    Examples of Incorrect Usage
    Examples on this page demonstrate some incorrect uses of the MyPlate icon. In each case, an alteration
    to the artwork has been made. DO NOT alter the MyPlate icon.

    Changing established colors Changing established colors of placemat


    Altering the size of the food groups of food groups frame or removing icon elements

    Removing the URL or changing the


    Changing fonts and/or URL arrangement of icon elements Removing the placemat frame

    MyPlate Style Guide and Conditions of Use for the Icon 4


    Featuring a Specific Food Group
    Fruit Group Vegetable Group

    If one of the five color segments


    of the icon is used independently
    to feature a specific food group,
    the segment can be highlighted
    while other segments are shown
    in an outlined format.

    Food group names should be


    used as shown and not altered.

    Grain Group Protein Group Dairy Group

    MyPlate Style Guide and Conditions of Use for the Icon 5


    Placemat Frame Variations
    When using the icon on a colored background or photograph, it is important to have enough contrast
    between the icon and the background. The MyPlate icon is available in five placemat frame color varia-
    tions to provide flexibility of placement against backgrounds for the best contrast. A white or black
    keyline, depending on the color format, also surrounds the placemat frame for additional contrast.

    The placemat frame must always appear as part of the icon.


    Green Yellow Blue

    Magenta White

    Sample placement against a photo background

    MyPlate Style Guide and Conditions of Use for the Icon 6


    Sizing Recommendations
    The typography, spacing, and graphic elements that
    comprise the MyPlate icon have been selected and
    designed for clear legibility and ease of reproduction.

    There should be no issue with using the icon at appro-


    priate sizes for most communication materials. It is
    recommended that the minimum size of the icon
    containing food group names be at least 1 ½” wide for
    printing and 225 pixels for digital usage.

    Problems may arise when attempting to reproduce the


    icon at sizes that are smaller than this.
    Minimum width:
    As noted on page 3, when the icon needs to be repro- 1 ½" for printing /
    225 pixels for digital usage
    duced smaller than 1 ½" wide, it is acceptable to show
    the icon without the food group names. However, the
    web address—ChooseMyPlate.gov—should always
    remain and always be shown against the white place-
    mat background.

    Note that the minimum width at which this version of


    the icon can be clearly reproduced is 1” wide for print-
    ing and 100 pixels for digital usage.

    Reproducing the MyPlate icon smaller than the


    minimum reproduction size can result in illegibility Minimum width:
    of the icon elements, negating the value of the icon 1" for printing /
    100 pixels for digital usage
    as a communication tool.

    MyPlate Style Guide and Conditions of Use for the Icon 7


    Clear Space
    The distance between the icon and other
    objects, including text, is known as the
    “clear space.” There should always be a x x
    clear space surrounding the MyPlate icon.
    The clear space or distance “X” is equal to
    the height of the Dairy component of the
    icon. Ideally, this area should be kept free x
    of type, photos, illustrations, and other
    graphic elements. Exceptions are when the
    icon must overlay a photo or illustration
    field, or when positioned near an edge or
    trim where space is at a premium.

    x x

    MyPlate Style Guide and Conditions of Use for the Icon 8


    Food Group Color Palettes
    The MyPlate icon is comprised of six color groups + black, simulated here, which will be referred to as
    Grain Group Orange, Vegetable Group Green, Fruit Group Red, Dairy Group Blue, and Protein Group
    Purple. Each group contains three shades of its respective color.

    To prevent consumer confusion, use each color group only for design supporting each corresponding
    food group (the blues for Dairy Group, the purples for Protein group, etc.). Food group colors should not
    be used to denote other food groups, nor should any food group color be used for decorative design
    elements except as it pertains to the food group it represents.

    Fruit Group Red Protein Group Purple


    CMYK RGB HEX CMYK RGB HEX
    C: 5 R: 169 A91317 C: 70 R: 70 46316E
    M: 100 G: 19 M: 80 G: 49
    Y: 100 B: 23 Y: 0 B: 110
    K: 30 K: 40
    C: 5 R: 206 CE1B22 C: 70 R: 87 574187
    M: 100 G: 27 M: 80 G: 65
    Y: 100 B: 34 Y: 0 B: 135
    K: 30 K: 20
    C: 5 R: 242 F27C9C C: 40 R: 157 9D85BE
    M: 100 G: 124 M: 50 G: 133
    Y: 100 B: 156 Y: 0 B: 190
    K: 30 K: 0

    Vegetable Group Green Dairy Group Blue


    C: 90 R: 0 00843D C: 75 R: 51 3370A7
    M: 5 G: 32 M: 40 G: 112
    Y: 100 B: 61 Y: 0 B: 167
    K: 25 K: 20
    C: 85 R: 0 00A74C C: 75 R: 61 3D85C6
    M: 5 G: 167 M: 40 G: 133
    Y: 100 B: 76 Y: 0 B: 198
    K: 0 K: 0
    C: 30 R: 191 BFD730 C: 50 R: 120 78B6E4
    M: 0 G: 215 M: 15 G: 182
    Y: 100 B: 48 Y: 0 B: 228
    K: 0 K: 0

    Grain Group Orange


    C: 5 R: 171 AB5410
    M: 100 G: 84
    Y: 100 B: 16
    K: 30
    C: 5 R: 211 D3691B
    M: 100 G: 105
    Y: 100 B: 27
    K: 10
    C: 0 R: 227 E3AC83
    M: 65 G: 172
    Y: 15 B: 131
    K: 0

    MyPlate Style Guide and Conditions of Use for the Icon 9


    Placemat Frame Color Palettes
    The color palettes for the five placemat frame variations are as follows:

    CMYK RGB HEX


    C: 30 R: 191 BFD730
    M: 0 G: 215
    Y: 100 B: 48
    K: 0
    C: 0 R: 253 FDB913
    M: 30 G: 185
    Y: 100 B: 19
    K: 0
    C: 85 R: 0 00B6F1
    M: 0 G: 182
    Y: 0 B: 241
    K: 0
    C: 0 R: 237 ED2891
    M: 100 G: 40
    Y: 0 B: 145
    K: 0
    C: 0 R: 255 FFFFFF
    M: 0 G: 255
    Y: 0 B: 255
    K: 0

    MyPlate Style Guide and Conditions of Use for the Icon 10

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