HUMAN Brand Manual
Page 1
A Message from Sean
Dear friends and colleagues,
HUMAN, which stands for Helping Unite Mankind And Nutrition, is an
innovative company focused on improving the health and happiness
of the people around us. To do this, we have created the HEALTHY
VENDING by HUMAN brand and franchise business, which concentrates on: 1) Providing the tools, technology & information that our
partners need to grow a healthy vending business quickly and efficiently, and 2) Promoting healthy living by donating 10% of proceeds
to HUMAN Everywhere, HUMANs non-profit charitable arm that focuses on building social entrepreneurship in underserved schools and
teaching basic nutrition.
Social good is a vital element of HUMAN. When I created the HUMAN
brand in 2008, I envisioned the massive change we could create by
empowering a network of social entrepreneurs to promote good nutrition, while bettering their lives. Helping Unite Mankind And Nutrition
is at the core of everything we do, so HUMAN remains the primary way
we identify ourselves. To improve customer identification & recognition
of our amazing vending machines, we created the Healthy Vending by
HUMAN brand in 2011, which is now used by more than 100 partner
operators in the US, Puerto Rico and Canada.
I believe our brand is more than just our logos and marketing collateral. The HUMAN Brand is a mindset. It is based on the idea that giving
makes you happier than receiving. It is also our unique spirit a spirit
that allows us to take on and overcome all challenges with a smile. The
HUMAN brands and philosophies are extremely valuable assets which
can generate substantial happiness and success for all that join our
family of passionate, fun & forward-thinking social entrepreneurs.
This brand manual is written for the benefit of those people within the
HUMAN family, or franchisees or licensees of the HEALTHY VENDING
by HUMAN brand and for those who are considering buying into the
brand. It is a simple summary of how we do business, how we communicate, what we believe in and ultimately where we are going.
However, this manual is not a substitute for attending our HUMAN
Business Building Bootcamp (HB3) and learning first hand what it
means to Be HUMAN. At HUMAN, we develop each franchisee into
a true social entrepreneur and the Bootcamp is the starting point for
this process. We teach each Healthy Vending by HUMAN franchisee
the value of being committed to social good to ultimately become
a health & wellness leader in his or her community. We also help each
franchisee to become a better businessperson, to have complete ownership and confidence in his or her business and to be dedicated to his
or her business success.
Success in the vending industry means personal relationships and
local marketing, so this manual will give you a firm understanding of
the entire HUMAN brand and messaging, and also, and perhaps more
importantly, identify the ways you can customize the HUMAN message
for your own business.
A brand is always evolving and peoples perceptions of it do change
from time to time. However, I still believe that there are values and
mindsets that all HUMAN franchises share and sticking to them is vital
for our family to achieve its vision.
Best in Health,
Therefore, we have created this brand manual. Like any manual, its
objective is to help people who use the brand to understand its origin,
the brand values and the best ways of getting the most out of it.
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Our Message
Communication
Resources
HUMANs History
Visiting Locations
- Guidelines
- During LDA
My Why Worksheet
Drop off Kit
- After Your Machine is Placed
Where to find Logos &
Visual Assets
Slogan
Strategy
The Why
YES!
Values
HUMANs Vs. Aliens
Our Visual Identity
Naming
Logos
Colors & Typeface
Dos and Donts
Logo Usage Examples
PR
- Speaking to the Press
Talking Points
Tips
- Photo opportunities
Where to find Premade
Marketing Materials
- Posters
- Flyers
- Snack School
- Powerpoint Slide Template
- Other
How to Print
Marketing Materials
Communication
Vision
Social Media and Facebook
How to Share Marketing
Marketing
Materials with other
Partners & HUMAN
- Advertising for your Business
- Customizing the National
Other Ideas
Brand for Your Local Market
- Vehicle Wraps
- In-Location & In-Machine Marketing
Buzz Boosters
Resources
Mission Statement
Our Visual Identity
Our Message
contents
Page 3
Our Message
Our Visual Identity
Our Message
HUMANs History
Mission Statement
Communication
Vision
Slogan
Strategy
The Why
YES!
Values
Resources
HUMANs Vs. Aliens
Page 4
Our Message
History of HUMAN Healthy Vending
Our Visual Identity
Thanks to an exponentiallygrowing family of franchisees and employees that are
cause-driven and genuinely
committed to crushing the
causes of obesity and malnutrition, were changing the way people view, think about, and
experience vending machines. You see, we believe that obesity,
diabetes and other nutrition-related diseases are the largest problems in both America and the world. And we believe that vending
machines can be a part of the solution, not the problem. Because
we believe that without access to healthy foods, its impossible to
be healthy. Nothing is more important than access not education, not income, not even awareness. We must increase access to
the healthy foods people need to be healthy in order to change the
currently grim health prognosis facing our world, and especially,
our country today.
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Communication
During the early years of healthy vending - 2003 to 2007 - we
learned everything not to do, and fortunately, with a lot of persistence, passion and optimism, we learned what to do as well.
More specifically, we learned how to make healthy vending machines MORE successful than traditional vending machines. Today, were still the only company that can say that. Fast forward
to 2007, when I met Stanford Graduate, Naval Officer, Hot Food
Vending entrepreneur and soon-to-be HUMAN Co-Founder Andy
Mackensen. After months of collaboration on some exciting new
vending technologies, Andy and I collectively decided to take
everything wed learned about healthy vending, and the vending
industry at large, and roll it
into one premium program
that would forever change the
vending landscape. In 2008,
HUMAN Healthy Vending was
officially launched in the midst
of a booming health & nutrition trend, and today, HUMAN
shows no signs of slowing
down.
Resources
The origin of HUMAN dates back to January of 2003 when I
experienced an aha moment at a New York City gym where I
was a personal fitness trainer when I wasnt studying biomedical
engineering at Columbia University. Id just finished an evening
workout and was frustrated that I couldnt find any healthy food
options around, and at a gym nonetheless! As I was leaving the
facility, I saw a woman purchase a 20oz soda from the only food
and drink option at the gym a Coca Cola vending machine. She
took a swig from the sugar and calorie-laden beverage, placed it in
the cup holder on her treadmill, and then started running. Thats
when the light went off in my head if people dont even have access to healthy foods & drinks at health clubs, how can we expect
the average person to eat healthfully in their typical, every day environments? The answer, I realized, is that we cant. Thats when I
got to work, in proving to the world that vending machines can be
more than a dispensary for junk.
Our Message
Our Visual Identity
Resources
Helping Unite Mankind And Nutrition by making healthy
food and education more convenient through the placement
of 100% healthy & interactive vending machines in schools,
hospitals and other locations across the globe.
Communication
the HUMAN Mission Statement
Page 6
Our Message
Our Visual Identity
the HUMAN Vision
Resources
Communication
Make healthy food more convenient than junk food.
Page 7
Resources
Communication
Easy Nutrition Everywhere
Our Visual Identity
Our Message
the HUMAN Slogan
Page 8
You are NOT JUST a Healthy
Vending Operator youre a
Social Entrepreneur, or...
Our Message
#1 YES!
We love and believe in the power of the word Yes. No pessimist
has ever changed the current order of things, and thats what we
plan to do.
#2 Family
HUMAN attracts the most passionate, committed and inspired
social entrepreneurs into our franchise system. These arent your
normal vending operators theyre nutritional activists above all
else. By recruiting franchisees who are most likely to be gamechangers in their communities, we ensure that our family stays
strong, resilient and impactful.
Our Visual Identity
Values &
Behaviors
#4 The WHY
We focus on The WHY, which stands for why we care about this
business and why were dedicating our life to this cause. By focusing on The Why, we make sure that were constantly aligned with
the vision that will make us our best.
Resources
a HONEY BADGER. Youre
fearless. You get after it.
We never stop, are always innovating and adapting and know that
this is a marathon, not a sprint. The obesity epidemic was created
in one generation, but it will take longer than that to solve. And,
were ok with that, as long as were making headway every single
day.
Communication
#3 Innovation
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Childhood obesity has tripled since 1980
1 out 3 children today will acquire diabetes in his/her lifetime.
More than 2/3 of Americans are overweight/obese
More than 23 million Americans live in food deserts (imagine
the rest of the world)
Over 20% of recruits and applicants are rejected by the US military as a result of being overweight
People with unhealthful diets spend almost $1,500 more per
year on health care and medication than those who eat healthful diets
Americans spend more than $110 billion per year on fast food
Wreaking havoc on more than just long-term health,
poor nutrition:
Is directly related to educational failures (another top problem)
Affects all aspects of life (mental/emotional)
Vending machines are everywhere & theyre horrible:
Such obvious changes need to be made by a new guard
Vending has more influence and impact than we realize
People, especially kids, deserve better
We like to have a lot of FUN and feel good about the
value our actions & business creates for those around
us.
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Our Message
Our Visual Identity
Communication
We believe healthful food
can become more convenient
than junk food because as a
company were not primarily
focused on the what we
do. Were not even primarily
focused on the how we
do it. Rather, above all else,
were focused on the why.
Why are we doing this?
Why does it matter? Why
should you care? We believe
why is the most important
question a business can ask
itself. And we know our
why.
Resources
The Why
We believe lack of accessibility to healthful foods,
drinks & nutrition education is one of the worlds top 3
largest problems. Why?
Our Message
Simply say YES! When you wake up, when you get to work, etc..
Its fun to say and will get you pumped!
Have a positive state of mind & being
When you hit an obstacle, always first think of a solution
Remember that we can be the change we want to see in the
world
Realize that youre creating a sustainable solution in your community, many of the nations leaders should follow you
Yesness allows us to constantly celebrate!
Communication
What is YES! and how can you exhibit Yesness:
Resources
We love the word Yes
at HUMAN and talk a lot
about Yesness. HUMAN
was created as a result of
an unreasonable vision
by an unreasonable guy.
Through positive state of
mind and actions, or the
YES! Mentality, the vision
has spread like crazy, and
this unreasonableness has
caught fire. You are now
all part of the unreasonable
belief that we can flip the
vending industry on its head
and change the way the
world views and consumes
convenient food
Our Visual Identity
YES!
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Our Message
HUMAN vs. ALIEN
Just as HUMANs are Helping Unite Mankind And Nutrition...
Stuff HUMANs Do:
Stuff ALIENs Do:
Care only about themselves (& their spaceship)
Promote alien food that destroys HUMANs
Only think about WHAT and never WHY
Believe in doing as little as possible
Dont take responsibility
Think that 1 + 1 is a negative number
Get kicks out of being Value Voids
Are super mean and dont get along with others
Resources
Actually care about their surroundings
Promote & believe in health & nutrition
Understand that WHY is the most important question
Believe in constant improvement & crushing it
Realize that 1 + 1 can equal more than 2
Believe in giving more than they take
Have lots of fun & are cool to be around
Communication
Our Visual Identity
ALIENs are Attacking Life as Infectious Enemies of Nutrition.
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Our Message
Real-World
Do Not Repeat These Actions:
Resources
HUMAN Life Sucks
Never become real entrepreneurs (dont take responsibility to
run their business)
Never become genuine social entrepreneurs (dont believe in
The Why)
Infuse their surroundings w/ negativity (not tolerated)
Place priority on TIME instead of QUALITY
Complain about product sales prior to proper promotion
Do nothing but fill machines & do not offer wow service
Fill machines with unapproved products; ignore protocol
Forget that people do business w/ YOU not your machines
Communication
Our Visual Identity
ALIEN
Sightings
Page 13
Our Message
Ultimate
HUMAN
Communication
Our Visual Identity
Performances
Emulate to Reach Super-Human Status:
Treat their machines like store fronts
Get involved in their community and focus first on the why
Live & breathe perpetual LDA it never stops
Master the art of story-telling and shout from mountain tops
Are likeable & make people WANT to do business with them
Follow protocol & instructions for everyones benefit
Crush drop-offs/stop-ins like theyre Santa Claus
Resources
Easy Nutrition Everywhere!
Page 14
Our Message
Our Visual Identity
Our Visual Identity
Naming
Logos
Communication
Colors & Typeface
Resources
Dos and Donts
Logo Usage Examples
Page 15
(a) HEALTHY in all capitals, in GothamHTF-BLACK
font (not italics, outline or underlined) followed
(without space) by the word VENDING in all capitals
in GothamHTF-BOOK font). If Gotham is unavailable,
free options like Circle or Hit the Road may be used.
(b) forest green lettering on a white background
(Color Hex #006838, Pantone 349 PC, Four
Color Process 90, 30, 95, 30 or the nearest
practicable equivalent)
In simple text and word documents, Healthy
Vending may be written in the normal way, with
first letters capitalized.
Healthy Vending
Correct way to write name in simple text and word documents
h.u.m.a.n.
Name including periods in correct Futrua-Medium font
HUMAN
Correct way to write name (all caps) in
simple text and word documents
HUMAN is defined as:
(a) h.u.m.a.n. in all lower case (including periods), in
Futura-Medium font (not italics, outline or underlined)
Web
#006838
Pantone
349 PC
Four Color
Process
Resources
(b) forest green lettering on a white background
(Color Hex #006838, Pantone 349 PC, Four
Color Process 90, 30, 95, 30 or the nearest
practicable equivalent)
Our Visual Identity
Healthy Vending is defined as:
Healthy Vending in correct GothamHTF-BLACK & Book fonts
Communication
Our visual identity is an essential part of the HUMAN Healthy Vending Franchise License and is cast
in stone! The HUMAN Marketing Team must approve
all HUMAN or Healthy Vending brand usage outside
HUMAN provided materials. Submit your logo usage
plans to [email protected]
Our Message
Naming
90, 30, 95, 30
In simple text and word documents h.u.m.a.n. is to
be written in all capitals with no periods: HUMAN
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The hand logo on a white/light background with our special gradient
Our Message
Logos
The Hand Logo
The Hand can be solid forest green, white,
or our special gradient that transitions from
forest green to lime green.
Our Visual Identity
The Hand logo is at the heart of all group
communication aimed at the consumer and
usually accompanies both the HUMAN and
Healthy Vending brands
The hand logo on a white/light background solid forest green
Communication
Rolling Hills and Clouds
Our machines feature pleasant solid color shapes
that evoke grassy rolling hills and puffy clouds.
The hand logo on a dark background solid white
Resources
This same color scheme is regularly adapted to
printed marketing material with the resources
found on HUMAN University > Marketing > Logos
Examples of rolling hills and clouds used in printed marketing material
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Combined with white, lime green and brown a
distinct style is created which is both simple to
use and powerful through its simplicity.
Fonts
Gotham HTF Black & Book
Whitney
Futura
Forest Green: Pantone 349 PC / C 90 M 30 Y 95 K 30 / Web: #006838
Lime Green: Pantone 382 C / C 41 M 0 Y 100 K 0 / Web: #bfd730
Brown: Pantone 4625 C / C 50 M 70 Y 80 K 70 / Web: #3b2313
Gotham HTF Black
AB C D EFGHIJ KLMNOPQRSTU VWXYZ
abcde fgh i j klmnopqr stuvwxyz
12 3 45 67890! ? .,:
Gotham HTF Book
ABCD E FGHI J KLMN OPQR STUVWXYZ
ab cd efg hijklm nopqr st uvwxyz
12345 6789 0!?. , :
Whitney
AB C D EFG H I J K LMNO PQ RSTU V WXYZ
a b cd e fg h i j k l mnopqrst uv wx y z
1 234 5 67890!? .,:
Futura
ABCD EFGHIJKLM N O P Q RS TUVWXYZ
a b cd efghi j k lm nopqrstuvwxyz
12 34 5 67 8 9 0!?.,:
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Our Visual Identity
Forest Green is one of our greatest distinguishing
features. It is an essential part of our brand
identity and heritage.
Brown
Communication
Colors
White
Resources
Colors & Typefaces
Lime Green
Our Message
Forest Green
Our Message
Dos and Donts
Logo Usage Examples
Correct horizontal/vertical scaling
Our Visual Identity
Learn all the basics of graphic design at this
website: http://www.online.tusc.k12.al.us/tutorials/grdesign/grdesign.htm
To maintain brand strength, correct and
consistent logo use is vital. Altering the
appearance of the Healthy Vending logo
is closely restricted.
Be sure to maintain proportions while resizing
logos to make sure your marketing materials
are approved.
Communication
A common mistake in at-home graphic design
is to accidentally change the proportions of
graphics like the Healthy Vending logo or Hand.
incorrect vertical scaling
Resources
Spacing: remember to keep a reasonable amount
of space between any logo and the surrounding
text, graphics or the edge of print material. Blank
space helps draw attention to the logo.
incorrect horizontal scaling
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Our Visual Identity
Lingo & Slogans
We believe that a message is better read when
its simple to understand & fun.
Be direct and talk the language of your customer.
They will appreciate your honesty and simplicity.
Communication
Poster
Handbook
Machine Specifications
Flyers
Snack Swaps
Page 20
Resources
Do not be afraid to use colloquialisms or
should we say... Do not be afraid to use plain
and simple phrases!
Our Message
Direct Mail Postcards
Our Message
Our Visual Identity
Communication
Visiting Locations
PR
Communication
Social Media and Facebook
Resources
Marketing
Page 21
Our Message
Visiting Locations
Make a My Why Worksheet
On one sheet of paper, write down your
backstory and why you want to promote health
& wellness in your community. Think about
experiences you or your loved ones have had.
Write down whatever comes to mind.
Now, summarize that story in three sentences,
so you can communicate it easily.
Familiarize yourself with the HUMAN cause
fighting the causes of childhood obesity. Learn
the statistics so that you can communicate the
challenge to others.
After Your Machine is Placed
Drop off Kit
Everyone has bad days, but by always being
a shining positive person inside your location,
you guarantee your location will have only good
things to say about your service.
Download the Drop Off Flyer on HUMAN
University and familiarize yourself with it.
Remember to always enter your locations with a
smile on your face and a positive attitude.
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Resources
Your story, or your Why is a great way to
connect with your customers, locations, and the
press.
Communication
Our Visual Identity
During LDA
Health Vending Franchises are not secretive, their
business plans are easy to understand and they
are consumer-facing. This makes the use of public
relations communicating with consumers at
large, usually through the media very attractive.
Consumers, and therefore the media, are
generally very interested in hearing about healthy
living, fitness, and social good in their community.
Considering the popularity and increasing
demand of healthy vending programs, its not
unusual for HUMAN Franchisees to be contacted
by local media outlets.
Our Message
Public Relations Guide
Give yourself a massive headstart with HUMANs
extensive Guide to PR on HUMAN U (Marketing >
Public Relations).
Media Contact Notice
If the media contacts you, please give us advance
notice prior to making any public appearance
or being interviewed by notifying marketing@
healthyvending.com.
Page 23
Resources
Marketing is considered a core competence at
Healthy Vending and within the marketing mix,
public relations has always been used extensively
by local Healthy Vending franchisees. Advertising
can be very useful but it is relatively expensive.
PR can be just as effective and its free!
Communication
Our Visual Identity
Public Relations
Our Message
Communication
Our Visual Identity
Social Media and
Facebook
Social Media Guidelines
Please see the Social Media Guidelines located in
HUMAN U (Marketing > Social Media Guidelines)
for policies and best practices relating to
social media sites like Facebook and all online
communication.
Page 24
Resources
Like HUMAN at Facebook.com/HealthyVending
Our Message
Marketing
Our Visual Identity
We welcome and encourage
you to promote your HUMAN
Healthy Vending Franchise!
In fact, we hope you share it
with everyone. We do ask that
you first have any advertising
or promotional materials
approved by HUMAN in
advance.
Communication
Marketing Materials Approval:
The quickest way to obtain
this approval is to send
the desired materials to
marketing@healthyvending.
com. Plus, we always enjoy
seeing the creative materials
that our partners design!
Posters
Flyers
The most effective Healthy Vending communication has been
where the product or service position has been brought alive
through an identifiable image or photograph. Be sure to include an
image of the machine or the Healthy Vending logo.
Page 25
Resources
Examples of Popular Marketing Materials
Our Message
Customizing the National Brand for Your Local Market
Healthy Vending is a simple, strong brand that provides immediate
identification for the customer. We want each HUMAN Franchisee to
benefit from his/her position as a local business owner, and to work
to become a community health advocate and leader. Some Franchisees decide to call their company a local spinoff of the larger Healthy
Vending brand, for example, San Antonio Healthy Vending.
This is acceptable only if :
It is submitted and approved by the HUMAN marketing team at
[email protected] The rules and guidelines set forth in the HUMAN Brand Manual are
followed.
Resources
The Healthy Vending by
HUMAN Brand is the only
brand marking that should be
visible on the sides of each
Healthy Vending machine.
HUMAN partners are welcome
to post messages, notes,
and local contact info on the
front of the machine or inside
the machine to aid in local
marketing or customer service.
Our Visual Identity
Machine Branding:
Communication
Local
Business
Page 26
Our Message
Our Visual Identity
Vehicle
Wraps
Healthy Vending provides logo and graphics resources but it is up
to the Franchisee to find a local company to do graphic design and
layout for their specific car or surface.
Vehicle wraps must be in the Healthy Vending color scheme and can
only be applied to vehicles that are in good physical and running
condition.
Page 27
Resources
Communication
The use of vehicle wraps or
advertising is a good way
to give your company a
professional look and constant
attention.
Our Message
Our Visual Identity
Resources
Where to find Logos &
Visual Assets
Communication
Where to find Premade
Marketing Materials
How to Print
Marketing Materials
How to Share Marketing
Materials with other
Partners & HUMAN
Resources
Questions?
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Our Message
Resources
Our Visual Identity
All Brand & Marketing Resources are available for download on HUMAN University
Where to find Logos & Visual Assets:
HUMAN University > Marketing > Logos & Graphics Elements
Where to find Premade Marketing Materials & Printing Guide:
Communication
HUMAN University > Marketing > Marketing Materials
HUMAN University > Marketing > LDA Marketing Materials
How to Approve Marketing Materials with the HUMAN Marketing Dept:
Email or Yousendit.com to:
[email protected] How to Share Your Marketing Materials with other Partners:
-Post in HUMAN University > Marketing > Share Your Work!
-Post in Your Facebook Forum
Resources
Handy Guides and Policy Documents:
-HUMAN University > Marketing > Public Relations Guide
-HUMAN University > Marketing > Social Media Guide
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