Full Shelf brand system

Built for the people keeping a neighborhood grocery store viable, useful, and ready for its next investment.

Full ShelfSee the whole store.

Marks

One product. Recognizable participants.

Full ShelfProduct identity

South Market GroceryStore identity

Neighborhood coalitionCommunity identity

United StatesHF

USDA HFFIProgram identity

FloridaFL

Florida HFFIProgram identity

Reinvestment FundFA

FARE FundProgram identity

Color

Signal has a job.

Ink--ink

Primary type and high-contrast controls

Canvas--canvas

Quiet application background

Fresh--accent

Progress, readiness, and positive signal

Market--deep-green

Store identity and grounded surfaces

Action--coral

Attention and consequential moments

Funding--gold

Program and capital context

Civic--blue

Partner and public context

Paper--paper

Documents and focused work

Typography

Direct in the product. Human in the story.

Interface / Full Shelf SansSouth Market Grocery

1840 South Market Street / Jacksonville, Florida

Editorial / GeorgiaSee what is true. Decide what moves next.

The public story stays clear without exposing private store operations.

Data / JetBrains Mono74 / 100

VERSION 03 / APPROVED / JUL 10 2026

Custom motion

Movement explains state.

Store pulseCurrent store read

Check-in progressSix-part store assessment

Funding matchStore-to-program connection

Packet assemblyEvidence readiness

Publication completeApproved public release

Product language

Useful before impressive.

Lead withThe move today

Name the person, the action, and what it unlocks.

Show locallyReview complete

Put state beside the scorecard, packet, program, or person it affects.

Protect trustApproved public fields only

Make the sharing boundary visible before anything is published.