Myplate

MyPlate
Style Guide and Conditions of Use for the Icon

USDA is an equal opportunity provider and employer

June 2011

Table of Contents
Introduction................................................................................................................................1Core.Icon.Elements................................................................................................................2 MyPlate.Icon.Application.Guidance..............................................................................3 . Examples.of.Incorrect.Usage............................................................................................4 Featuring.a.Specific.Food.Group...................................................................................5 .Placemat.Frame.Variations................................................................................................6 Sizing.Recommendations...................................................................................................7 Clear.Space................................................................................................................................8Food.Group.Color.Palettes................................................................................................9 Placemat.Frame.Color.Palettes.....................................................................................10 .

MyPlate Style Guide and Conditions of Use for the Icon

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Introduction
MyPlate is the “new generation” food icon to prompt consumers to think differently about their food choices.ChooseMyPlate.gov contains a wealth of resources based on the 2010 Dietary Guidelines for Americans to help individuals meet nutrient and calorie needs and make positive eating choices.

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he Dietary Guidelines are increasingly important as federal departments search for ways to reduce rates of morbidity and mortality related to obesity, diabetes, cardiovascular disease, cancer, and other chronicillnesses. ChooseMyPlate.gov offers dietary assessment tools, nutrition education resources, and clear, actionable information about how to make better food choices. USDA will work with numerous partners—the media, educators, government agencies, nongovernmental organizations (NGOs), health professionals, industry, and others—to facilitate use of ChooseMyPlate.gov and promote to general audiences.The MyPlate icon is intentionally simple. It was designed to remind consumers to eat healthfully and guide them to resources and tools to put the Dietary Guidelines into action. The icon is part of a broader communications initiative and, as such, is not intended to change consumer behavior alone.

USDA encourages the use of the MyPlate icon in a variety of applications, including textbooks andother educational materials, the media (print, broadcast, and the Internet), packaging, newsletters, brochures, signage (interior and exterior), menus, coloring books, etc. The new icon also may be used in advertising, at point-of-purchase, and in other paid media applications. However, any such use cannot suggest or imply USDA endorsement of the product or service. Further, such use cannot bemisleading in its application on labels/labeling on packaging or at retail sale. USDA is making the icon, website, and educational messages available for use without cost. However, to create the most effective communication initiative possible and to avoid consumer confusion, all users should follow this style guide and editorial standards. The following guidelines illustrate and explain possibleapplications.

MyPlate Style Guide and Conditions of Use for the Icon

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Core Icon Elements
Consistent applications of all core elements related to MyPlate will greatly strengthen overall communication and benefit nutrition education and product development efforts. The icon, website, and messages are interrelated and ideally each of these elements would be used together. However,...