Document ID: GFS-BB-2026-091
Classification: Confidential -- Internal + Approved Partners
Effective Date: May 19, 2026
Owner: Brand & Design, Global Food Solutions, Inc.
131 Heartland Blvd, Edgewood, NY 11717
Contents
Table of Contents
A comprehensive guide to the GFS brand system. Click any section to navigate directly.
01Brand Story03
02Mission, Vision, Values04
03Brand Personality05
04Logo Usage06
05Color System07
06Typography08
07Photography Direction09
08Iconography10
09Voice & Tone11
10Frosty Mascot12
11Digital Applications13
12Print Applications14
13Co-Branding15
14Identity Elements16
15Brand Don'ts17
16Contact & Approvals18
Section 01
Brand Story
Who we are, what we do, and why we exist.
Who We Are
Global Food Solutions is a food supply infrastructure company headquartered in Edgewood, New York with a second facility in Hermitage, Pennsylvania. We connect producers, distributors, and institutions through intelligent systems that track, trace, and optimize every link in the supply chain. Our operations span procurement, logistics, cold chain management, and data intelligence across continental networks.
What We Do
We build the operational infrastructure that moves food from source to shelf with full accountability. Every shipment carries a signal. Every route is optimized. Every temperature is monitored. Our systems integrate with NetSuite, USDA compliance frameworks, and real-time logistics platforms to deliver end-to-end visibility across the entire supply chain.
Why We Exist
The food supply chain is one of the largest and most complex systems on earth, and one of the least connected. We exist to change that. By bringing data intelligence to food logistics, we reduce waste, ensure safety, and build the trust that feeds communities at scale.
Brand Promise
"Intelligence in every link of the chain."
Tagline
Food supply systems built for scale.
Founded Edgewood, NY CEO Michael Levine HQ 131 Heartland Blvd, Edgewood, NY 11717 Facility 2 2500 Freeland Road, Hermitage, PA 16148 Phone (877) 728-5550 Domain globalfoodsolutions.co Industry Food Infrastructure & Supply Chain
Section 02
Mission, Vision, Values
The strategic foundation that drives every decision at Global Food Solutions.
Mission
To build the most intelligent food supply infrastructure on the planet -- connecting every producer, every product, and every person through data, precision, and trust.
Vision
A world where every food supply chain is fully visible, fully traceable, and fully optimized -- from farm to fork, in real time.
Purpose
We reduce food waste, ensure food safety, and bring accountability to the systems that feed communities at scale.
Core Values
01
Precision Over Assumption
We measure, verify, and validate. Every data point matters. Every claim is backed by evidence. We do not guess.
02
Systems Thinking
We design for the whole chain, not individual links. Every decision considers upstream and downstream impact.
03
Operational Trust
We earn trust through reliability, transparency, and consistent delivery. No surprises. No excuses.
04
Intelligence at Scale
Smart systems that get smarter. Predictive, adaptive, and always on -- across continental networks.
Section 03
Brand Personality
Five core attributes that define how GFS looks, sounds, and behaves in every interaction.
Precise.
Data-driven accuracy in every measurement, statement, and system. No rounding, no estimating, no guessing.
Global.
Continental scale operations across networks, time zones, and regulatory environments.
Fresh.
Cold chain integrity from source to shelf. Temperature-controlled, time-sensitive, quality-first.
Reliable.
Operational trust built on consistent delivery, transparent communication, and zero-excuse accountability.
Intelligent.
Predictive systems, real-time data, and adaptive infrastructure that gets smarter over time.
We Are
Factual, clear, and direct
Data-first in every conversation
Confident without arrogance
Technical when needed, accessible always
Serious about food safety
Systematic in approach
We Are Not
Casual or folksy
Salesy or exaggerated
Warm and earthy (we are cool and precise)
Trendy or startup-coded
Vague about commitments
Focused on style over substance
Section 04
Logo Usage
The GFS logo system includes a primary lockup, monogram, and icon mark. Always follow these guidelines to maintain brand integrity.
Global Food Solutions, Inc.®
Primary Lockup
GFS
Global Food Solutions
Monogram
Icon Mark
Global Food Solutions, Inc.®
Reversed / Dark BG
GFS®
Clear Space (1x height of "G")
Min: 24mm x 12mm
Minimum Size
Do
Use the logo on white or light neutral backgrounds
Use reversed logo on cobalt or dark backgrounds
Maintain clear space equal to the height of the "G"
Use icon-only mark at sizes below 24mm width
Use provided vector files only (SVG/EPS)
Don't
Rotate, stretch, or distort the logo
Change the logo colors to non-brand colors
Place the logo on busy or low-contrast backgrounds
Add shadows, glows, or 3D effects
Recreate or redraw the logo from scratch
Section 05
Color System
Blue is our signal. It represents trust, traceability, and global reach. Click any swatch to copy its hex value.
Primary Blues
Midnight
#051B3A
Cobalt
#092F64
Navy
#1A5799
Tufts
#468BE6
Jordy
#93BFEF
Alice
#E9F5FF
Ice
#F4F9FF
Neutrals
Black
#1F1F1F
Charcoal
#2D2D2D
Graphite
#4B5F7A
Slate
#6B7280
Steel
#9CA3AF
Silver
#D9E1EA
Fog
#F0F2F5
White
#FFFFFF
Semantic
Success
#0F766E -- Delivered, passed, positive
Warning
#B45309 -- Pending, expiring, caution
Error
#DC2626 -- Alert, failed, negative
Usage Rules: Never use blue below 4.5:1 contrast ratio on white backgrounds. Never mix warm colors into the palette. Cobalt is for headings and primary actions. Tufts for interactive elements. Jordy for hover/selected states. Alice/Ice for backgrounds. All colors must use CSS variables, not hardcoded hex values.
Section 06
Typography
Two typefaces, one system. Both are open source (SIL OFL 1.1) and available via Google Fonts.
Weights: 400 / 500 / 600 / 700 Use: Labels, SKUs, dates, temperatures, system data
Type Scale
Token
Size
Preview
H1 / Hero
96px
Intelligence
H2 / Display
56px
Intelligence
H3 / Section
32px
Intelligence
Body / Base
15px
Intelligence in every link of the chain.
Mono / Data
11px
SKU-2026-0419 | 38.2F | Lot#B-7721
Do
Use Inter for all display, body, and UI text. Use IBM Plex Mono for data labels, system messages, SKUs, temperatures, and technical information. Load both from Google Fonts.
Don't
Never use paid fonts (no Sohne Breit, no Neue Haas Grotesk). Never mix more than two font families. Never use decorative or script fonts in operational contexts.
Section 07
Photography Direction
Cool tones, no warm filters. Photography should feel precise, operational, and trustworthy.
Operations
Warehouses, loading docks, cold chain facilities. Show scale, organization, and precision.
Product
Food products, packaging, labels. Clean backgrounds, accurate colors, no styling.
People
Team members in operational settings. Professional, not posed. Candid over staged.
Logistics
Trucks, routes, delivery. Movement and infrastructure. Cool daylight tones.
Photography Do
Cool, neutral white balance. Natural or blue-tinted lighting. Sharp focus throughout. Show real operations and real scale. Include data overlays where appropriate (temperature readouts, timestamps).
Photography Don't
No warm filters, golden hour, or vintage tones. No stock-photo smiling. No rustic textures or farm-to-table cliches. No shallow depth-of-field bokeh effects. No oversaturated colors.
Section 08
Iconography
Stroke-based icons on a 24px grid. 1.5px stroke width, round caps, round joins. Cobalt palette.
Location
Shipment
Document
Shield
Clock
Signal
Package
Chart
Settings
Search
User
View
Verify
Alert
Mail
Trending
Icon Specifications: 24px x 24px grid | 1.5px stroke width | Round line cap | Round line join | Cobalt (#092F64) stroke color | No fill | 2px padding inside frame | Full library: 616 icons across 30 categories. See icons.html for complete reference.
Section 09
Voice & Tone
Factual, professional, concise. Every word earns its place.
Voice Attributes
Factual
State what happened, what the data says, what the outcome was. No spin, no embellishment.
Professional
Formal enough for USDA compliance, accessible enough for a warehouse floor conversation.
Concise
Short sentences. Active voice. Cut anything that does not add information.
Direct
"The shipment arrived at 14:32 EST, 2 degrees below target." Not "We're pleased to share..."
Technical
Use industry terms correctly. Lot numbers, temps in Fahrenheit, weights in pounds. Precision matters.
Banned Words & Phrases
synergy
leverage
circle back
deep dive
at the end of the day
game-changer
disruptive
low-hanging fruit
move the needle
best-in-class
world-class
revolutionary
Writing Examples
Good
"Lot B-7721 shipped at 38.2F, arrived at 36.8F. Transit time: 14.2 hours. Temperature variance within spec."
Bad
"We're thrilled to announce that this game-changing shipment leveraged our best-in-class cold chain to deliver world-class results!"
Section 10
Frosty Mascot
Frosty is the GFS brand mascot -- a friendly snowflake character that represents cold chain expertise. Frosty enhances, never distracts.
Construction
Frosty is constructed on a circular base with snowflake crystal arms extending from the center. The face uses simple geometric shapes: two filled circles for eyes, a curved path for the smile. The construction grid ensures consistent proportions across all sizes and expressions.
Base: 40px radius circle, Alice fill, Cobalt stroke Eyes: 4px radius circles, Cobalt fill Smile: Quadratic bezier, Cobalt stroke, 2.5px Arms: Tufts stroke, 2px, round cap
Expressions
Happy
Default state
Neutral
Processing, loading
Surprised
New data, alerts
Error
Failures, warnings
Frosty Do
Use Frosty in chat interfaces, onboarding flows, empty states, loading screens, and friendly error messages. Keep Frosty small and supportive. Use brand colors only.
Frosty Don't
Never use Frosty in formal documents, compliance reports, or legal materials. Never make Frosty the primary visual element. Never alter Frosty's color palette or proportions.
Section 11
Digital Applications
How the brand system applies across digital touchpoints: website, email, social media, and presentations.
globalfoodsolutions.co
Website
Cobalt topbar / White body / Ice accents
Website
Sticky cobalt topbar with IBM Plex Mono navigation. White background body with 1px silver borders. Ice hover states. No shadows on cards.
Global Food Solutions
Subject line in Inter 600... Body text in Inter 400
Email
Logo + wordmark header. Inter for body text. IBM Plex Mono for data. Cobalt CTA buttons. No background images.
Social Post
1080 x 1080 / 1200 x 628
Social Media
Cobalt background, white text. Logo in corner. IBM Plex Mono for stats. Always include hashtag #GFSIntelligence.
Slide Title
GFS Presentation Template
Presentations
16:9 ratio. White slides with cobalt accent bar. Title slide: cobalt background. Data slides: white with Inter + Plex Mono.
Section 12
Print Applications
All print materials maintain the same precision and clarity as digital. Brand colors must be Pantone-matched.
GLOBAL FOOD SOLUTIONS
131 Heartland Blvd, Edgewood, NY 11717 | (877) 728-5550
Letterhead
Size: 8.5" x 11" (US Letter) Paper: 28lb bright white bond 3px cobalt top rule, logo top-left Footer: address + phone in Plex Mono
GFS
Michael Levine
CEO Michael.Levine@GlobalFoodSolutions.co (877) 728-5550
Business Cards
Size: 3.5" x 2" standard Paper: 16pt matte coated Front: white, logo + name + title Back: cobalt solid with reversed logo
GLOBAL FOOD SOLUTIONS, INC.
131 Heartland Blvd, Edgewood, NY 11717
Envelopes
Size: #10 standard (4.125" x 9.5") Paper: 24lb bright white Cobalt top rule, logo + address top-left
GFS
NET WT 40 LB
Packaging / Labels
Cobalt header band with white logo Product info in Inter, weights in Plex Mono USDA marks per compliance requirements
Section 13
Co-Branding
Guidelines for using the GFS brand alongside partner logos, in vendor materials, and at industry events.
01
Logo Hierarchy: The GFS logo always appears at least as large as the partner logo. On co-branded materials, GFS appears on the left or top position.
02
Clear Space: Maintain at least 2x the standard clear space between GFS and partner logos. Use a thin vertical divider (1px silver) when logos appear side by side.
03
Color Integrity: Never alter GFS brand colors to match a partner's palette. If the partner's colors clash with cobalt, use the GFS grayscale logo variant.
04
Vendor Materials: Vendor-created materials featuring the GFS brand require written approval from the brand team before production. Use the approved vendor logo kit.
05
Event Materials: At trade shows and events, GFS branding takes priority on banners, booths, and handouts. Partner logos may appear in a secondary "Partners" section.
06
USDA / Government Marks: Government compliance marks (USDA shield, FDA marks) always appear at their required size. GFS branding defers to regulatory requirements.
Partner Logo Kit: Request the approved co-branding asset package from the brand team at brand@GlobalFoodSolutions.co. Kit includes: SVG/EPS logos, clear space templates, approved color combinations, and example layouts. See vendor-logos.html for the full partner logo library.
Section 14
Identity Elements
Subtle brand DNA elements that appear across all GFS documents and interfaces.
Dot Matrix Watermark
Subtle dot grid pattern applied to every page background at very low opacity (1-2%). Creates a sense of data fabric and technical precision.
Corner Brackets
Technical framing element on every section container. Subtle cobalt brackets at top-left and bottom-right corners signal precision and engineering.
Barcode Accent
Barcode-like visual element used in footers and margins. Represents traceability and data encoding throughout the supply chain.
3px Cobalt Rule
A 3px cobalt top border on document headers, section dividers, and card headers. The primary brand accent mark.
Network Grid
Connected dots pattern representing supply chain nodes. Used in hero sections, backgrounds, and data visualizations.
■ Signal Marker
Signal Square
Small tufts-colored square preceding section numbers and key labels. The smallest unit of GFS brand DNA.
Section 15
Brand Don'ts
Non-negotiable rules to protect brand integrity. Violations require immediate correction.
Visual Don'ts
No warm colors, earthy palettes, or rustic textures
No shadows on cards (flat borders only)
No border-radius above 8px
No emojis in operational UI
No decorative or script fonts
No gradients except approved accent gradients
Content Don'ts
No "synergy", "leverage", "circle back", "deep dive"
No vague claims without data to back them
No selling language in factual documents
No mixing font families arbitrarily
No Chicago as HQ (it is Edgewood, NY)
No (312) area code (use (631))
Technical Don'ts
No paid font references (Sohne Breit, Neue Haas Grotesk)
No hardcoded hex values (use CSS variables)
No inline styles that override design tokens
No color below 4.5:1 contrast ratio on text
No images without alt text
Logo Don'ts
No rotating, stretching, or distorting
No recoloring to non-brand colors
No placement on busy backgrounds
No adding effects (shadows, glows, outlines)
No recreating from scratch
Section 16
Contact & Approvals
Questions about brand usage? Need approval for co-branded materials?
Brand Team
brand@GlobalFoodSolutions.co
General Inquiries
info@GlobalFoodSolutions.co
Phone
(877) 728-5550
Global Food Solutions, Inc.
131 Heartland Blvd, Edgewood, NY 11717
2500 Freeland Road, Hermitage, PA 16148
Brand Book v10.0 -- May 2026 -- Confidential
Document ID: GFS-BB-2026-091
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