Florida CitrusShow what is real
Use bright color drawn from real Florida places and things, just like the fruit and juices.
1.0 / Introduction
Why the guidelines exist
The guide records the decisions that build the Florida Department of Citrus brand. It is for designers, copywriters, creative partners, and vendors. Everyone shares responsibility for protecting the integrity of the voice, color, typography, photography, graphics, and details in each communication.
The parts work together to make the brand recognizable and relevant. They remain flexible enough to address both the rational and emotional ways people engage with Florida Citrus. Use these guidelines to remove ambiguity as you create branded work.
1.1 / Identity at a glance
Naturally Honest. Refreshingly Bold.
A citrus fruit!Its juice!Lots of juice!
Florida Citrus begins with fruit straight from the groves. Honesty and simplicity are central to its identity because the products are simple and full of pure goodness.
1.2 / Identity in practice
What the idea means
Keep imagery honest
Photography should be bold and vibrant without looking blatantly retouched.
Tell recognizable stories
Show people and moments audiences can relate to, including the ordinary rush of everyday life.
Let the human hand show
The brands are powered by people. Human touches in the work are a point of pride.
Across writing, design, direction, and editing, evoke the honest, simple, satisfying feeling of Florida Citrus.