Brand guidelines 2018 wildcat echo

How To Be A Wildcat (Brand Guidelines).

You’re about to embark on a new journey. This PDF will serve as your guiding compass to stay on course with our visual brand and philosophy.

@wildcatecho

wildcatecho.com

WILDCAT ECHO

OVERVIEW

Established in 2012, Wildcat Echo is a premier brand experience development studio. We approach every project with a unique combination of personal touch and strategic insight. Our mission is to make your brand and website the very best by strongly establishing you as a leader in your market place. We begin with brand strategy, and allow the data to drive every project we develop so each experience is unique and authentic to its goals.

GOALS

To build expertly crafted brand systems that lead to memorable interactions and stronger influential marketing tactics

WILDCAT ECHO

OUTWARD MESSAGING

How a business looks, sounds, and acts in marketing matters.

We create company personalities ready for anything.

WILDCAT ECHO

MARKETING MESSAGING FOCUS

1. Smart as a whip 2. Careful listeners 3. Complex problem solvers 4. Quality over quantity 5. People first, profit second 6. Boutique artistry for commercial use

WILDCAT ECHO

MAKING A MARKETING SYSTEM

It’s vital to have a core understanding of who you are, and why you exist. This document is meant to guide and encourage you to explore your work, but within a “creative sandbox.” A great brand is NOT about pleasing “everyone.”

It’s about appealing to your best customers, and being consistent in every marketing activity.

FOCUS ON VOICE AND TONE: Our biggest asset is our personality. We’re real humans, and spend more time understanding the problem we’re solving than most competitors. It’s important to adhere to the brand guidelines o we can build quality, not quantity. We encourage you to reject any visual design that is low quality, ask questions about how to handle customer service scenarios, and work to add assets and ideas that are better with every iteration.

The following document is the summation of how we, as Wildcats, treat our own brand. It’s about walking the line between professional brand + marketing strategists and being traveling artists.

WILDCAT ECHO

VISUAL DESIGN RULES 1) Simple, fades into the background 2) Artistic flair, unlike any competitor 3) Focused more on showing our client work, rather than showing our fancy logo

Main logo treatment

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THE LOGOTYPE

1) The Master Logo

We’ve chosen to use a semi-complicated main logo design. Keep in mind, this design will look great on white or light backgrounds, but will not be suitable in every scenario. Please refer to alternate color designs.

Recommended formats are: .eps | .ai | .png | .jpg | .tiff Attention: Use of any stylized, animated, hand drawn or other versions of a unofficial logo is not permitted. This undermines the logo system and brand consistency. Please consult with Wildcat Echo if there are any questions or need for further help.

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SECONDARY VERSION

2) Secondary Logo

We’ve designed the logo to work well in thin spaces, or for small print. Please feel free to interchange the colors depending on mood and how dark the background is.

Additional logo versions below for select scenarios.

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LOGO COMPUTATION AND CLEAR SPACE It is important to keep all logo marks and brand graphics clear of any other graphic elements. To regulate this, an exclusion zone has been established around the main brand mark. This exclusion zone indicates the closest any

other graphic element or message can be positioned in relation to the mark. Shown below is an example using the main logo mark. This principal should be applied throughout all related design elements.

0.5 x

0.5 x

0.5 x

0.5 x

1.5 x

0.5 x

0.5 x 0.5 x

CLEARSPACE

Definition This logo should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.

0.5 x

Computation - to work out the clearspace take the height of the logo and divide it in half. (Clearspace = Height / 2).

/2 x

1

/2 x

1

x /2 x

1

/2 x

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LOGO COLOR TREATMENT AND MINIMUM SIZING It is important to remember to always consider the background treatments and colors of your design environment when presenting your logo. Below are some samples of the appropriate pairing of colors with backgrounds, along with scale guidelines to help focus your efforts towards consistency. Always be aware that your first priority is to build brand awareness for your business.

LOGO A

LOGO B

Professional Presentation

Stacked Version

MINIMUM LOGO SIZE Full Logo Minimum Size: 40mm 40 mm

LOGO C Alternate Variation for small spaces

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HEADLINES

BODY TEXT

Open Sans Bold

Figures

Special Characters

Open Sans - All Styles

A B C D E F G H I J K L M

Regular

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N O P Q R S T U V W X Y Z

N O P Q R S T U V W X Y Z

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Figures

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æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç

æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç

√ ~ µ ∞ … – ≤ < > ≥ ˘ › ‹ ◊

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TYPOGRAPHY AND TEXT HIERARCHY Typographic hierarchy is another form of visual hierarchy in an overall design project. Typographic hierarchy presents lettering so that the most important words are displayed with the most impact. The idea is to encourage users to easily scan text for key information. Typographic hierarchy creates contrast between elements. Below are examples for use in marketing material, websites, or blog posts.

CONTEXT TEXT AND INNER HEADLINES

Caption Text

This is a caption Open Sans Italic 8 pt Type / 9 pt Leading / Kern 0

Copy Text

Copy / Body Text Open Sans Regular 10 pt Type / 12 pt Leading / Kern 0

Headlines / Copytext

H1’ S , H2 ’ S , E TC .

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Open Sans Bold- Capital Letters H1’S 60 PT / H2’S 40 PT / ETC / KERNING 0

HEADLINES AND TYPEBREAKS

Sublines /

Open Sans Italic

Open Sans Italic 14pt Type / 12pt Leading / Kern 0 - size follows H1’s and H2’s

Big Headlines and Title

DESIGN TITLES Open Sans Bold - used in marketing design Capital Letters / Kern 50

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BADGE DESIGN - Plain

MASCOT BADGE TREATMENT - For larger spaces

WHEN DO I USE THESE? Use these designs in additional marketing pieces, not as your main logo. Plain Badge Design is perfect for official documents to help watermark areas. Mascot Badge is ideal for print materials and second touch marketing materials. Use it as a bonus “surprise,” not a first touch point brand asset.

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MASCOT DESIGN

SIAMESE WILDCAT ICON This infamous siamese twin kitty cat. It’s edgy, it’s aggressive, and we ONLY use it in page transition on websites. It adds visual interest and a cool, “What is THAT?” feeling, but because our audience is wide we won’t use it everywhere to represent ourselves.

Only as surprise elements in very few, select areas.

WILDCAT RAY ICON Softer than the siamese twin icon, this design is meant exclusively for outward facing product, or repetitive use client gifts. Think 1 inch buttons, enamel coffee mugs, and beer coasts. Anywhere a new client might see it, and an old client might comment on it. It’s the perfect piece to get a convo going without feeling “over branded”.

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COLOR SYSTEM AND COLOR CODES

COLOR CODES CMYK : C000 M000 Y000 K000 Pantone : Black 6 C RGB : R000 G000 B000 Web : #000000

Tones

COLOR CODES * CMYK : C000 M000 Y000 K000 Pantone : N/A RGB : R255 G255 B255 Web : # ffffff

Tones

Tones

Usage: WHY BLACK AND WHITE? Our whole brand is to help express our attitude, not ditract from our client work. Because we work on a variety of art styles, it’s vital we keep it simple so we don’t disrupt our own marketing. Use them as the dominant color palette for all internal and external visual presentations of the company. In marketing, think of the hues as assisting colors that will help keep the brand feeling fresh and exciting as trends move in and out of fashion.

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GENERAL VOICE AND TONE FOCUS

1. Be useful, be helpful 2. Before suggesting, listening 3. Use focused language, no jargon 4. Willing to explain 5. Open to sharing ideas 6. Individual care, custom solutions

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CO-FOUNDERS, ELIZABETH + JARED

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A NOTE FROM THE BRANDERS.

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PERSONAL NOTE, CONTACT AND SUPPORT INFORMATION

A PERSONAL NOTE Future WildcatWelcome to our group. We’re really excited to have you be a part of what we’re building.

Our agency is based on listening, and supporting each other. All ideas are valuable, and we respect your time.

CONTACT For further information please contact: Wildcat Echo Elizabeth + Jared Hague

As always, we will be here if you need us. Whether it’s to brainstorm a project flow, or a visual design issue, we’re pleased you’re part of the Wildcat Crew.

Here’s to a wonderful, creative future full of wild exploration.

Stay Wild, Elizabeth + Jared

OUR STUDIO: Wildcat Echo is a boutique brand & marketing studio. We treat brand building like creating the personality of a business. We craft the look, sound, and feel of a brand, ready to tackle real world marketing scenarios. We think beyond the logo to give you practical tools you can use to grow your creative marketing storytelling.

Link : www.wildcatecho.com E: team@wildcatecho.com S: wildcatecho

WILDCAT ECHO

You’re Ready To Be A Wildcat.

You’re about to embark on a new journey. This PDF will serve as your guiding compass to stay on course with our visual brand and philosophy.

@wildcatecho

wildcatecho.com