Curious, not fearful.
Food is culture, pleasure and connection. We make room for caution without making anxiety the whole story.
PLATESAFE · BRAND GUIDELINES
The Platesafe brand,
ready to share.
Our name, story, voice, logo, colours and type—collected for partners, collaborators and anyone talking about Platesafe.
PlatesafeKnow the food.
Explore the world.
01 · ABOUT PLATESAFE
How to describe us.
Use this copy as written when you need a short, accurate introduction.
Platesafe is a food knowledge and travel-planning resource that helps people understand dishes, ingredients, cuisines and the questions worth asking when food needs matter. It connects country context with practical guides so people can prepare clearer conversations with restaurants, hosts and travel companions. Platesafe does not certify meals or replace individual medical advice; recipes and preparation vary, and the food provider must confirm the details of a particular serving.
- Name
- PlatesafeCapital P and S, one word. Never Plate Safe or Platesafe.
- Tagline
- Know the food. Explore the world.
- In one line
- A food knowledge and travel-planning resource for clearer conversations about food.
- Promise
- A little knowledge goes a long way.
- Website
- Platesafe
02 · OUR COMPASS
Useful before impressive.
Every expression of Platesafe should help someone understand more without pretending uncertainty has disappeared.
Clear, not clinical.
Use plain language and explain unfamiliar terms. Medical distinctions matter, but the reader should never have to decode us.
Practical, not prescriptive.
Help people prepare questions and understand context. Do not decide what an individual should eat.
Honest about limits.
Recipes, products and kitchens vary. State what is recorded, what remains uncertain and who can confirm the details.
03 · LOGO
The mark and wordmark.
Use the supplied files and preserve the relationship between the symbol, name and surrounding space.
PlatesafePRIMARY LOCKUP
Forest on paper
Our default treatment for warm, light backgrounds.
PlatesafeDARK SURFACE
Cream on deep forest
Use when the surrounding surface is dark enough for clear contrast.
BRAND MARK
For compact spaces
Use for favicons, avatars and square placements—not as a substitute for the full name in first introductions.
Keep at least half the mark’s width clear on every side.
Minimum on-screen width for the standalone symbol.
Minimum on-screen width for the name and mark together.
Use enough contrast for the logo to remain immediately recognisable.
Please don’t
- Stretch, skew, rotate or crop the mark.
- Recolour individual parts or add effects and textures.
- Place it over busy imagery or low-contrast colours.
- Turn the mark into an endorsement, certification or “safe meal” badge.
04 · COLOUR
Warm paper. Grounded greens.
Forest and paper carry most layouts. Leaf belongs to the mark; gold, sage and blue are supporting accents used with restraint.
Download colour tokens
05 · TYPOGRAPHY
Two typefaces. Two jobs.
Our type system is warm and editorial at the top, quiet and practical everywhere else. Both families are available from Google Fonts.
Aa
Know the food.
Explore the world.
Libre Caslon Display
Headlines, editorial moments and the Platesafe wordmark. Use regular weight and let it breathe.
View on Google FontsAa
Ask about ingredients and preparation.
DM Sans
Body copy, labels, navigation and interface controls. Use medium or semibold only when hierarchy needs it.
View on Google Fonts06 · VOICE
Clear enough to act on.
Warm enough to trust.
Platesafe sounds like a thoughtful travel companion: informed, curious, calm and honest about what still needs checking.
Say
“This dish often contains wheat. Recipes vary, so ask about the version being served.”
Avoid
“This dish is safe for people with a wheat allergy.”
Say
“Recorded links are a place to begin your research.”
Avoid
“Our database covers everything you need to know.”
Say
“Ask who can confirm the ingredients and preparation.”
Avoid
“Just tell the waiter you have an allergy.”
Use everyday language.
Prefer “what’s in the dish?” over “ingredient composition”. Explain technical distinctions when they materially change the meaning.
Name the uncertainty.
Use words such as “often”, “may” and “recorded” deliberately—not to sound vague, but to stay accurate.
Keep food human.
Write about culture and pleasure as well as risk. People are exploring a food world, not reading a warning label.
07 · IMAGERY
Food with a sense of place.
Choose imagery that makes ingredients, preparation and travel context easier to understand.
Natural and tactile
Warm daylight, believable materials and food that looks recognisable rather than over-styled.
Useful context
Show the ingredient, dish, kitchen detail or place the reader is trying to understand.
Quiet confidence
Avoid clinical stock imagery, fear-based symbolism, warning-sign clichés and unsupported certification cues.
THE SIMPLE TEST