Brand Guidelines

Our brand is more than a logo or a color palette. It’s the personality of the Co-op. These guidelines help us keep that personality consistent: playful, bright, and community-minded, while still clean and professional.

Our Story

The Co-op started as a simple idea: neighbors coming together to make good food accessible to everyone. What began as a small, grassroots effort has grown into a thriving grocery store owned by more than 5,600 community members. At our core, we’re still about the same things: local farms, sustainable choices, and the belief that food can bring people together.

Logos

Use the Berkshire Food Co-op logo exactly as it is. It represents who we are and the community we serve.

  • Choose the color that provides the most amount of contrast.

  • Keep plenty of clear space around it so it can shine.

  • Don’t stretch it, color it, or add extra effects. Our logo is strongest when it’s simple.

Logo of Berkshire Food Co-op featuring a stylized beet with green leaves.
Illustration of a beet with leaves, surrounded by the text "Berkshire Food Coop".
Logo for Berkshire Food Co-op featuring a beet with leaves and the text 'Berkshire Food Co-op' arranged around it.
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Colors

Our colors are inspired by the Berkshires themselves: fun, welcoming, and full of life, but grounded in the natural world. They’re earthy and a little muted, and feel both vibrant and organic. Used together, they reflect who we are: colorful, approachable, and rooted in community.

Four color swatches in pink, brown, yellow, and green.
Four color swatches arranged horizontally: muted green, light blue, beige, dark gray.

Fonts

Our fonts are approachable and playful, but still easy to read. Use them consistently across all materials so our voice feels familiar wherever it’s seen.

Text displaying a font style named 'Titan One' with the complete alphabet in uppercase and lowercase, numbers 0-9, and special characters.

Headlines

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Sample handwritten text showing the alphabet uppercase and lowercase, numbers 0-9, and various symbols in green ink.

Body

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A sample text with the heading "PERMANENT MARKER" in uppercase, bold, green handwritten style font, followed by the uppercase alphabet in normal and bold styles, and a row of numbers and common symbols in matching green handwritten style font.

Miscellaneous

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Custom Doodles

One of our long-time staff members drew these little doodles that accompany our brand. They keep things friendly and exciting while offering a link back to the DIY attitude the Co-op’s had since the beginning. Hand-drawn touches and quirky details remind people that the Co-op is run by real humans

Colorful illustrated grocery items. Top row includes a blue basket with a spoon, apple, banana, watermelon, tomato, a pink label with 'Berkshire Food Co-Op', bread, pumpkin, green bell pepper, mushroom. Second row features a pear, yogurt containers, a layered cake with orange topping, strawberry, a blue bottle, cheese, mushroom, milk carton, yogurt bottle, lemon, and a jar. Third row shows honey, grapes, garlic, corn, sushi, cucumber, a white egg, potato, cherry, fried egg, cherry, and an orange snack bag. Bottom row includes a blue jar labeled 'Souk', a sandwich, a pink eggplant, a carrot, broccoli, a white bread slice, tomato, a shopping cart with food, and leafy greens.
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