WOODLANDS NATURE SCHOOL Brand Guidelines Version 1.0
Cloudbird Studio
info@cloudbirdstudio.com www.cloudbirdstudio.com
Welcome
Welcome to the Woodlands Nature School Guidelines. This document contains all you need to know about how our brand should be used in print and digital materials ensuring it remains consistent throughout. Using our brand correctly is extremely important to us, so we ask that the guide is always referred and adhered to. We hope you enjoy getting to know our brand better.
Table of contents
1. Brand strategy
Our brand is more than our name or our logo. It’s the sum total of everything we say and do. Our brand connects people to who we are as an organisation and what we want to be known for. This guide will explain how to use the new visual identity with confidence and clarity. Our guidelines have been designed to ensure consistency within our brand, helping to create strong, recognizable and innovative communications. The following pages demonstrate the flexibility within the identity and should be used to inspire and motivate creative expression.
Brand strategy
Our proposition
Who we are.
Patricia Rapson Killerby, Forest School practitioner with 25 years of English language teaching experience.
I studied Botany at University and have a Masters in Education. My interests are varied, but a common thread unites them all: a love of nature and the creativity it inspires in me.
Our vision
What we want to achieve.
To provide a beautiful natural environment where children can play and learn English with native English speakers.
Our mission
How we are going to do it. Play, fun, and adventure!
Our purpose
Why we do what we do.
After almost 25 years of language teaching in classrooms, I felt it was time to take the lessons to the Forest! Nature is a wonderful teacher! Outdoor spaces are rich and varied, providing a multitude of opportunities for learning on many different levels.
Our values
What we believe in.
At Woodlands we learn so much more than just English: risktaking, self-confidence, skills and appreciation for the natural world.
Our customers Who do we serve. All children welcome!
2. Logo
The single most identifiable element of our identity is our logo. Consistent use of our logo is key to retaining brand strength through immediate recognition of who we are and what we stand for as a brand.
Logo Mark Graphic Symbol
The look of our logo makes it simple and earthy, yet modern and clean. The logo is available for use in Barky Tree, Black or White in all instances where the logo is used on its own.
For example: stationery, signage, uniforms, merchandise and third party use. The first preference is to use the Barky Tree logo, however sometimes to ensure legibility the black or white options will work better.
Woodlands Woodlands
Barky Tree
nature school
nature school
Minimum size
It is sometimes necessary to increase and decrease the logo depending on the print area. Always keep in proportion. Always ensure the text is legible.
Clear space is the area surrounding our logo that must be kept free of any text or graphic elements. By leaving space around the logo, we make sure it stands out on all of our communications. The minimum clear space is 50% of the height of the entire logo. Our logo must be sized large enough to be easily read on every application. While minimum sizes are specified, it is preferred that the logo appears larger than the minimum size when possible.
Any size beyond the minimum size can be applied, but the proportional distance between the logo and text remains the same.
3. Colour
Our brand is underpinned with a colour palette designed to be earthy and warm yet fresh, modern and distinctive. Different combinations of colour can dramatically change the tone and appearance of a document so it is important to consider how they work together. To help achieve greater brand recognition it is important that our colour palette is applied consistently.
Brand colours
The primary colour palette is constant throughout all communications. A colour hierarchy has been implemented, ranging from Raspberry Sorbet being the most important to Ash Green being the least used. Forest Green and Dusky Pink are mainly used for conveying importance. Whilst Muddy Waters is predominately used for text. Ash Green and Vanilla Baby are mainly used for background washes.
Barky
Forest
Raspberry Sorbet
Forest Green
Barky Tree is mysterious and warm. It’s a colour that works best at 100%. If there is an occasion when you need to create contrast without adding extra colours, you can use this colour in incremental tints. Our tints are increments of 10% -
Barky Tree
4. Typography
Abside is our brand typeface, it should be used in all instances where typography is required. It is a simple, clean and legible typeface that compliments our logo. Typography shouldn’t be overlooked as a key element within our toolkit. It is important to adhere to the leading, tracking and text arrangement specified in this document to achieve brand consistency throughout.
Typography Main Typeface
Abside is our corporate typeface, it should be used in all instances where typography is required. It is a simple, clean and legible typeface that compliments our logo. We use two weights of Abside. Regular and Round. Arial and Helvetica can be used as a substitute for Metropolis on digital applications such as websites and email.
It is important to adhere to the leading, tracking and text arrangement specified in this document to help achieve brand consistency throughout.
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Typography
Secondary Typeface
Thin can be used when a more delicate weight is needed. Brandon Grotesque is our
Typography
Use of Type Bold is our headline weight.
Regular is used for captions and small bodies of text, it’s also used on our stationery.
Light is used for our body copy and subheadings.
5. Supporting Graphics
Other graphics that can help convey the vibe of the Woodlands Nature School brand. Patterns can be used on merchandising, stationery and other promotional materials.
Supporting Graphics
Illustrations
Woodlands
Supporting Graphics
Patterns (Colourway I)
Patterns (Colourway II) These
Supporting Graphics
7. Social Media
Social media isn’t just an important part of the Internet – it is the Internet. It’s where the majority of our online time and attention is, and for better or for worse that’s not changing anytime soon. This section presents the visual layouts of our social media channels to communicate a strong, consistent voice.