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Ocean Wise Education
Become Ocean Wise Brand Guide
Prepared by Pretzel Marketing Co.
Introduction The following standards have been developed to provide direction for the use of Become Ocean Wise— Ocean Education Initiative, and application and adaptation of our visual identity system. Questions or concerns regarding this document or any application of the Become Ocean Wise Identity can be directed to the Pretzel Marketing Co.
Table of Contents 01 About Us 02 Positioning 03 Identity 04 Colour 05 Typography 06 Imagery
Source: Flickr
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01 About Us
01 About Us
Become Ocean Wise | Brand Guide | Pretzel Marketing Co.
Become Ocean Wise BECOME Ocean Learning
Become Ocean Wise is an Ocean Wise initiative that strives to bring education, action, and change to the world.
01 About Us
Brand Story
Become Ocean Wise | Brand Guide | Pretzel Marketing Co.
Ocean Wise is proud to have the BC coast as its home and is passionate about helping all marine creatures. Through education and generating awareness, we, at Become Ocean Wise, are confident that everyone can help save the ocean and create change.
01 About Us
The Big Idea
Become Ocean Wise | Brand Guide | Pretzel Marketing Co.
“Make Waves� is the big idea for Become Ocean Wise. We as one community need to come together and fight for a thriving ocean. We strive to make changes through education and continue to influence the public and generations to come.
Source: Flickr
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02 Positioning
02 Positioning
Brand Personality
Become Ocean Wise | Brand Guide | Pretzel Marketing Co.
Original We create, experiment, and learn throughout the journey to strive for impact and change.
Showmanship Every day is an opportunity to express creativity and style. We put creativity into our words and action.
Practical The world (and ocean) is meant to be experienced and felt. We value truth over fiction.
Observant We are sensitive to changes. We focus on the here and now in order to improve the future.
Out-going We love to share our passion. We gain happiness and satisfaction from sharing our knowledge and experiences to everyone.
02 Positioning
Brand Voice
Become Ocean Wise | Brand Guide | Pretzel Marketing Co.
Knowledgeable We have a knowledgeable voice based on facts and data that builds trust with our audience.
Passionate We are passionate about our work. With a passionate voice, we wish to inspire passion within others as well.
Authentic We are authentic and truthful. The public engage with us because they align with our values.
Direct Our voice is direct and clear. We stand out from other educational programs with a fresh, modern voice.
Engaging We capture and engage our audience’s attention with a compelling and exciting voice.
Source: Flickr
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03 Identity
03 Identity
Become Ocean Wise | Brand Guide | Pretzel Marketing Co.
The brandmark Our brand mark, the Ocra, is a representation of the ocean life in BC and around the globe. It must be seen at all singular experiences, i.e. screens.
The Become Ocean Wise — Ocean Learning Signature Become Ocean Wise is associated with green to reflect the personal growth of participants of the educational programs. Its identifier verb “Become” denotes the initiatives aim to guide people in becoming ocean wise.
BECOME
The descriptor should accompany the logo when it’s a standalone element.
Ocean Learning
Signature There are two versions of the signature, horizontal and vertical. The one most appropriate to the application should be used. The relationship between the logotype and the brandmark must not be altered. The logotype must always be accompanied by the brandmark.
The Descriptor Be Ocean Wise represents our vision to connect people with the ocean to drive action and change. It should be used when possible.
03 Identity
Re-imagining Initiatives
Become Ocean Wise | Brand Guide | Pretzel Marketing Co.
ENGAGE
BECOME
The four initiatives have been given brand new names which help differentiate them from each other. With Be Ocean Wise as the main tagline, each initiative has its own identifier verb and a descriptor, as shown here.
Ocean Community
Ocean Learning
Become Ocean Wise oversees all educational programs. Visit Ocean Wise oversees Ocean Wise aquarium managements.
Be Ocean Wise
Engage Ocean Wise oversees engagement programs. Research Ocean Wise oversees research projects.
VISIT
Vancouver Aquarium
RESEARCH
Ocean Sciences
03 Identity
Become Ocean Wise | Brand Guide | Pretzel Marketing Co.
Signature Rules BECOME Ocean Learning
BECOME Ocean Learning
Use/ omit descriptor as needed
Stretch the signatures
BECOME Mobile Programs
Combined with program names in a fixed relationship
Use unassigned colours
Use one colour versions as needed
Use on dark backgrounds
BECOME Ocean Learning
min. height: print = .875� web = 144 px
min. height: print = .875� web = 144 px
03 Identity
Combining the Signature with Programs Stacked horizontal and vertical versions are used with related programs to establish an identity consistent with the Ocean Wise brand. The descriptor line can be changed to a specific educational program when advertising a specific event that involves only that program. Guidelines for the Become Ocean Wise apply to the program signatures as well.
Become Ocean Wise | Brand Guide | Pretzel Marketing Co.
BECOME Mobile Programs
Source: Flickr
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04 Colours
04 Colours
Hero Palette Green represents growth and learning. The educational programs aim to transform a participant into an ocean wise individual.
Become Ocean Wise | Brand Guide | Pretzel Marketing Co.
Wise Blue
Growing Green
CMYK 91-67-0-0
CMYK 65-19-100-3
RGB
0-94-184
RGB 105-156-56
HEX
#005eb8
HEX #005eb8
PMS
110-8C
PMS 155-15C
04 Colours
Supporting Colour Palette The supporting palette is an extention to the Growing Green colour. These are used for the descriptor and program names with the logo.
Become Ocean Wise | Brand Guide | Pretzel Marketing Co.
Program Green
Growing Green 1.1
Growing Green 1.2
CMYK 73-45-100-45
CMYK 52-14-80-0.5
CMYK 38-8-58-0
RGB
53-78-28
RGB
135-176-96
RGB
165-196-136
HEX
#354e1c
HEX
#87b060
HEX
#a5c488
PMS
155-15C
PMS
155-4C
PMS
155-10C
04 Colours
Other Colour Palette These colours will be seen alongside other initiatives, they can also be used when there is a reference to them.
Become Ocean Wise | Brand Guide | Pretzel Marketing Co.
Joyful Orange
Brave Red
Curious Blue
CMYK 0-66-93-0
CMYK 14-99-99-45
CMYK 73-18-17-0
RGB
247-119-44
RGB
203-37-39
RGB
51-165-194
HEX
#f7772c
HEX
#cb2527
HEX
#33a3c2
PMS
27-8C
PMS
49-8C
PMS
119-5C
80% Tint
80% Tint
80% Tint
60% Tint
60% Tint
60% Tint
Source: Flickr
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05 Typography
05 Typography
Typefaces The Halyard Display typeface is used for all headlines or title for the brand. The variety of the typeface family allows for versatility. The Skolar typeface family is used for all body text or large body of text.
Become Ocean Wise | Brand Guide | Pretzel Marketing Co.
Halyard Display Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Skolar Latin Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
05 Typography
Typography For emphasis, use Halyard in semibold. Keep the titles left-aligned whenever possible. Choose the typeface family as the appropriate to the situation. Set Halyard’s leading equal to its text size. and Skolar’s to auto size.
Become Ocean Wise | Brand Guide | Pretzel Marketing Co.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (Regular) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (Semibold) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (medium italic)
05 Typography
Usage of Type
Become Ocean Wise | Brand Guide | Pretzel Marketing Co.
Use text sizes as shown in Black 80% tint for regular body of text.
This is a title (32pt) This is a sub-title (24pt) This is the body text. (12pt)
Use the corresponding colours for each initiative.
Only use white no coloured background for legibility and contast.
Do not violate the rules described above.
Become
Visit
Research
Engage
White
White
White
White
Black
Black
Black
Black
Source: Flickr
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06 Imagery
06 Imagery
Become Ocean Wise | Brand Guide | Pretzel Marketing Co.
Illustrations The illustration style is clean, simplistic, and dynamic. The extended colour palette shown below can be used with illustrations.
The style is clean and dynamic.
06 Imagery
Photography The photography portrays positive feelings of happiness, wonder, and achievement. To portray impact and connections, the photography should include people and faces as much as possible to show direct, genuine interaction with the knowledge source. Only high-quality images with highresolution and dynamic range should be used. Whenever possible, the images, instead of text, should be the hero of the page. Let the pictures do the talking. Photos shown are sourced from Ocean Wise Education, Flickr, and UnSplash.
Become Ocean Wise | Brand Guide | Pretzel Marketing Co.