GR604 Student Project Audubon — The Standards Guide

AU D U B O N / C H A P T E R 2 / LO G O S TA N DA R D S

AUDUBON VISUAL STANDARDS GUIDE

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AUDUBON

VISUAL DEVELOPMENT GUIDE

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CONTENTS

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01 02 03

HISTORY

LOGO STANDARDS

VISUAL SYSTEM

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HISTORY

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AUDUBON / CHAPTER 1 / HISTORY

OUR MISSION We protect and advocate for birds through education because we appreciate the crucial role they play in our ecosystem.

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WHO WE ARE The National Audubon Society is an environmentalist nonprofit dedicated to the protection of American birds. The Society consists of nearly 500 chapters across the United States, each of which is an independent nonprofit affiliated with the national Society.

The Audubon Society was founded in the 19th century to protect birds hunted for their feathers in clothing production. With ample early funding, the Society spread throughout the US, and by its second decade, began to engage in political lobbying at the state and federal levels for environmental protection laws. Though the Society primarily focuses on the establishment of wildlife preserves, political lobbying has remained an important component of its activities and the Society has played a role in passing environmental legislation, including the Endangered Species Act.

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NEW LOGO Appreciation, Education, and Protection encapsulate the new logo. Each keyword represents the mission of Audubon.

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LOGO ANATOMY The frame of the nest is a hexagon representing a shield of protection for the birds. The organics sticks represents the bird building their nest and appreciating their hard work that goes into creating a protection for their family. The A in the middle stands for Audubon being the core to educate in order to create protection for them. “x” is the units of measurements for the logo. The x in this case is the width of the “A” on the right side.

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1x

1/4x

x

*x = 1x

3/4x

*the crossbar is angled at 106.68 °.

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CLEAR SPACE It is important to keep the logo proportional. The space determined around the logo is measured by the letter “x” which is the width of the right side of the logo. The red lines represent the frame around the nest which is 6x. The additional 3x is for the space between the nest and wordmark.

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6x

6x

1x

1/4x

x

6x

3x

6x

3/4x

3x

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LOGO VARIATIONS The standard logo with symbol and wordmark are preferred. There are a few options that would also be acceptable.

PREFERRED VARIATION

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SYMBOL

LOGOT YPE

BL ACK AND WHITE

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SIZE CHART This size chart is a reference that can determine which logo to use depending on its various size. The logo can be used at any size. The minium size is 1/4 and nothing smaller should be printed.

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VERTICAL LOGO

WORDMARK

2 IN

1 IN

1 /2 I N

1 /4 I N * DO N OT US E B E LOW 1/4 .

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LOGO DON’TS Audubon maintains a proper use of their logo throughout the brand. Only use the approve logos.

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COLORS The color brown is to have an accurate representation of sticks. The orange is a color often seen in nature and also gives the nest a pop of color.

PRIMARY

PMS/ Black C C0 / M0 / Y0 / K100 R0 / G0/ B0

PMS/ 158 C C1 / M67 / Y100 / K0 R241 / G117 / B33

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SECONDARY

PMS/ 2479 C C61 / M60 / Y72 / K58 R61 / G54 / B43

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T YPOGRAPHY

PROXIMA NOVA

Aa Aa Aa 28

PROXIMA NOVA REGUL AR Used for: body text

PROXIMA NOVA MEDIUM Used for: subheads

PROXIMA NOVA BOLD Used for: headers, captions

AU D U B O N / C H A P T E R 2 / LO G O S TA N DA R D S

FR EIGHT TEXT PRO

Aa Aa

FR EIGHT TE X T PRO BOLD Used for: subheads

FR EIGHT TE X T PRO BOOK Used for: quotes, captions

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STATIONERY

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FUTUR E

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BRAND EXTENSIONS APPRECIATION EDUC ATION PROTECTION

APPRECIATION

01_PRO 02_PRO 02_EVT 03_SER 03_COBRAND

04_COBRAND

03_PRO 03_SER 01_EVT 02_ENV

01_ENV 01_EXP 01_EDU 02_EDU 01_COBRAND

PROTECTION

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03_ENV 01_COBRAND 02_COBRAND

01_SER 02_SER

EDUCATION

AUDUBON / CHAPTER 3 / FUTURE

PRODUCTS 01_PRO / BIRD WATCHING KIT 02_PRO / BIRD FEEDER 03_PRO / MUSICAL INSTRUMENTS SERVICE 01_SER / BIRD IDENTIFIER 02_SER / BIRD TRAILS 03_SER / NEW NEIGHBORS ENVIRONMENT 01_ENV / BIRD SANCTUARY 02_ENV / BIRD MUSEUM 03_ENV / TREE HOUSE EXPERIENCE 01_EXP / BIRDS’S PERSPECTIVE EDUCATIONAL 01_EDU / LET’S TALK ABOUT BIRDS 02_EDU / GROWING PLANTS EVENT 01_EVT / BIRD WATCHING COMPETITION 02_EVT / DANCE LIKE A BIRD COBRANDING 01_COBRAND / AUDUBON + NPS 02_COBRAND / AUDUBON + ONE TREE PLANTED 03_COBRAND / AUDUBON + SPOTIFY 04_COBRAND / AUDUBON + IFLY

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01_PRO / BIRD WATCHING KIT

02_PRO (PRODUCT)

BIRD WATCHING KIT

BIRD FEEDER

Introduction Studies have shown that the more you interact with something, you are more likely to have more of an interest. The kit will be a beginner’s guide to bird watching for any age.

Introduction Taking care of your garden is more than just watering your plants, it is about all the creatures that benefit from what you are growing in your backyard.

Description The bird watching kit will include: binoculars, bird of the month postcard, brochure about native birds in your area, and a sketchbook (to draw or write about the birds you see).

Mission-focus The bird watching kit reinforces our mission by advocating for birds so that they are protected and appreciated through education by interacting and studying birds that play a huge role in our ecosystem.

Similar To Getting started bird watching as a family (bird watching academy), Avinet beginner’s birdwatching kit, Flights of fancy bird watching kit nature Differentiators The bird watching kit provides you with all the basic products to become a successful birder.

APPRECIATION 36

EDUC ATION

Description This bird feeder will be a monthly subscription where you get to choose which bird seeds you get in the mail. Based on your location and birds in your area you will get a list to pick from for the month.

You will also get tips on how to keep your new neighbors comfort-able if they chose to stay in a bird house.

Mission-focus The bird feeder reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by giving them easy access to food so that they do not become hungry.

Similar to Bird buddy, Netvue Birdfy Feeder Differentiators The bird watching kit provides you with the food for a particular bird you choose that is local to your area.

PROTECTION

AUDUBON / CHAPTER 3 / FUTURE

03_PRO (PRDUCT)

01_SER (SERVICE)

MUSICAL INSTRUMENTS

BIRD IDENTIFIER

Introduction

Introduction It is hard to know every bird you see. To look though a book is not always as accurate and the bird might fly away before you identify it.

Have you ever wanted to know what the tweet of the small bird in the tree really means?

What is the difference between a bird call and a bird song?

Description The sound of the bird kit will have different kinds of musical instruments to imitate the sound and song birds that are local to your area.

Mission-focus The kit reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by have a better understanding of birds and the sounds they make.

Similar to North American Bird Call Set Differentiators It will be a group of people learning about the meaning behind the sounds that birds make.

Description This bird identifier app will be the most accurate app on the market. It will be a Google image search just for birds. The app will focus on birds that are becoming endangered and need our help to survive.

Mission-focus The bird identifier app reinforces our mission by advocating for birds so that the they are protected and appreciated through education by giving people a resource to learn about birds on the go.

Similar to Merlin Bird ID by Cornell Lab Differentiators The bird identifier app will focus more on what birds are becoming scarce and soon to be endangered in the near future and what steps people can do, so they will become protected and no longer be on that list.

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02_SER (SERVICE)

03_SER (SERVICE)

BIRD TRAILS

NEW NEIGHBORS

Introduction Bird trails are hikes that are specific to birds in the area.

Introduction Meet other local birders new to your neighborhood.

Description Bird trails is a guided tour with a professional birder. You will choose your trail and the guide will supply the rest.

Mission-focus Bird trails reinforces our mission by advocating for birds so that the they are protected and appreciated through education by giving people the opportunity to learn from an expert while being out in nature.

Similar to Florida Birding Trail Differentiators Bird Trails will be guided tours all over the world.

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EDUC ATION

Description Meeting other birders is hard, that’s why meeting your neighbors is an online service where you can meet other bird enthusiasts in your neighborhood.

Mission-focus New neighbors reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by meeting other people who share the same interest and goal for birds.

Similar to Next Door Differentiators This is just to meet other birders and share your interests.

PROTECTION

AUDUBON / CHAPTER 3 / FUTURE

01_ENV (ENVIRONMENT)

02_ENV (ENVIRONMENT)

BIRD SANCTUARY

BIRD MUSEUM

Introduction A sanctuary for birds who are injured and need help.

Introduction An interactive and educational museum that will teach people about the benefits and the importance of what birds do for the planet.

Description Bird World will be a rehabilitation center just for birds.

Mission-focus Bird sanctuary reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by having a safe environment for birds to recover from injuries Similar to Free Flight Differentiators Bird world will be like a sea world for birds. It will be open to birds from around the world.

Description Bird museum will be like a exploratorium exhibit that is all about birds. People of any age can learn the wonderful things birds do for the world hands on in a fun learning place.

Mission-focus Bird museum reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by teaching people about the important role they play in the ecosystem.

Similar to Exploratorium Differentiators Bird museum will just be a place to learn all about birds.

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03_ENV (ENVIRONMENT)

01_EXP (EXPERIENCE)

TREE HOUSE

BIRDS’S PERSPECTIVE

Introduction Ever wonder what is like to live in a tree.

Experience a night in a tree house and see nature come to live at night.

Introduction They say experience is the best way to learn.

Description Tree House is camp environment for families and young campers to stay overnight and experience what it would be like in your own nest.

Mission-focus Tree House reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by experiencing life at night in the birds habitat.

Similar to Tree house camps Differentiators The main focus is on birds and exploring at night.

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EDUC ATION

Description Bird’s perspective is a virtual reality experience where you get to choose which bird you want to be and you can see from their experience and have a bird’s eye view into their lives.

Mission-focus The bird identifier reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by seeing through a bird’s eye to understand what they do for our ecosystem.

Similar to Birdly Differentiators It focuses on the native birds in you area, and all you need is a headset.

PROTECTION

AUDUBON / CHAPTER 3 / FUTURE

01_EDU (EDUCATION)

02_EDU (EDUCATIONAL)

LET’S TALK ABOUT BIRDS

GROWING PL ANTS

Introduction An interactive and educational museum that will teach people about the benefits of what birds do for the planet.

Introduction A seminar based on what to grow in your gardens for birds to pollinate.

Description A series of educational talks about birds.

Mission-focus Let’s talk about birds reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by teaching people the important role birds play in the ecosystem.

Similar to Ted Talks Differentiators The talks will be help outside and only be about birds and their habitats.

Description Growing plants will teach all about bird pollination and why it is so important. It will show you which plants to get to attract a certain type of bird.

Mission-focus Growing plants reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by learning more about their habitat and ways we can help pollinators thrive.

Similar to Perky-Pet Differentiators Growing plants will be a in person at a local nursery to show exactly which plants to buy.

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01_EVT (EVENT)

02_EVT (EVENT)

BIRD WATCHING COMPETITION

DANCE LIKE A BIRD

Introduction Bird watching has become a serious sport.

Introduction Learn how to dance like a bird.

Description This is a team sport where you and ten other people will race to identify the most birds in two hours.

Description Have a fun day where you and others come out to learn the dance of birds and why only some birds dance.

Mission-focus The bird identifier reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by learning how different birds and the impact they have on our ecosystem.

Mission-focus Dance like a bird reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by learning something new we gain the knowledge to share with other about the importance of birds.

Similar to World Series of bird watching

Similar to Celebrate Urban Birds Festival

Differentiators Birder will only be a two hour long event and there will not be any teams.

Differentiators The event will just be about learning about different bird dances and practicing along with instructor.

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EDUC ATION

PROTECTION

AUDUBON / CHAPTER 3 / FUTURE

01_COBRAND (CO-BRANDING)

02_COBRAND (CO-BRANDING)

AUDUBON + NPS

AUDUBON + ONE TREE PL ANTED

Introduction Learn about the National Park Service and birds all in one weekend. A weekend long camping trip in a national park.

Introduction Help forests restore trees that were damaged due to fires. Not only will you help the forest thrive you will also create a new home for birds.

Description This camp will teach you and your family everything you need to know about birds.

Description Plant a tree and it will give a bird a new home.

Mission-focus The partnership reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by getting hands on experience in the birds real habitat.

Similar to Bird conservancy camp Differentiators A park ranger and a member from Audubon will be like a camp counselor all weekend.

Mission-focus The partnership reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by replacing new trees so the birds in the forests will find new homes.

Similar to American Bird Conservancy Differentiators There will be weekly opportunities to plant trees.

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01_COBRAND (CO-BRANDING)

02_COBRAND (CO-BRANDING)

AUDUBON & SPOTIF Y

AUDUBON + IFLY

Introduction To create a calming music based on bird noises.

Introduction To experience in real life what it is like to fly like a bird in the sky.

Description Spotify will create the perfect mindful mediation play list based on specific birds noises.

Mission-focus The partnership reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by understanding birds through music and how they play a crucial role in our ecosystem.

Description Learn how to fly like a bird and see what it is like to be high in the sky.

Mission-focus The partnership reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by learning how to fly and see from a bird’s eye perspective.

Similar to Calm

Similar to Wingsuit School

Differentiators It will just be a play list rather than a whole service providing calming bird music.

Differentiators There will be a choice between indoors or outdoors to fit your comfort level.

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EDUC ATION

PROTECTION

AUDUBON / CHAPTER 3 / FUTURE

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BIRD WATCHING KIT

Introduction Studies have shown that the more you interact with something, you are more likely to have more of an interest. The kit will be a beginner’s guide to bird watching for any age.

Description The bird watching kit will include: binoculars, bird of the month postcard, brochure about native birds in your area, and a sketchbook (to draw or write about the birds you see).

Mission-focus The bird watching kit reinforces our mission by advocating for birds so that they are protected and appreciated through education by interacting and studying birds that play a huge role in our ecosystem.

Similar To Getting started bird watching as a family (bird watching academy), Avinet beginner’s birdwatching kit, Flights of fancy bird watching kit nature Differentiators The bird watching kit provides you with all the basic products to become a successful birder.

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02_SER (SERVICE)

BIRD TRAILS

Introduction Bird trails are hikes that are specific to birds in the area.

Description Bird trails is a guided tour with a professional birder.

You will choose your trail and the guide will supply the rest.

Mission-focus Bird trails reinforces our mission by advocating for birds so that the they are protected and appreciated through education by giving people the opportunity to learn from an expert while being out in nature.

Similar to Florida Birding Trail Differentiators Bird Trails will be guided tours all over the world.

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02_ENV (ENVIRONMENT)

BIRD MUSEUM

Introduction An interactive and educational museum that will teach people about the benefits and the importance of what birds do for the planet.

Description Fly with birds will be like a exploratorium exhibit that is all about birds. People of any age can learn the wonderful things birds do for the world hands on in a fun learning place.

Mission-focus Fly with the birds reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by teaching people about the important role they play in the ecosystem.

Similar to Exploratorium Differentiators Fly with the birds will just be a place to learn all about birds.

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01_SER (SERVICE)

BIRD IDENTIFIER

Introduction It is hard to know every bird you see. To look though a book is not always as accurate and the bird might fly away before you identify it.

Description This bird identifier app will be the most accurate app on the market. It will be a Google image search just for birds. The app will focus on birds that are becoming endangered and need our help to survive.

Mission-focus The bird identifier app reinforces our mission by advocating for birds so that the they are protected and appreciated through education by giving people a resource to learn about birds on the go.

Similar to Merlin Bird ID by Cornell Lab Differentiators The bird identifier app will focus more on what birds are becoming scarce and soon to be endangered in the near future and what steps people can do, so they will become protected and no longer be on that list.

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01_COBRAND (CO-BRANDING)

AUDUBON + NPS

Introduction Learn about the National Park Service and birds all in one weekend. A weekend long camping trip in a national park.

Description This camp will teach you and your family everything you need to know about birds.

Mission-focus The partnership reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by getting hands on experience in the birds real habitat.

Similar to Bird conservancy camp Differentiators A park ranger and a member from Audubon will be like a camp counselor all weekend.

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01_EXP (EXPERIENCE)

BIRDS’S PERSPECTIVE

Introduction They say experience is the best way to learn.

Description Bird’s perspective is a virtual reality experience where you get to choose which bird you want to be and you can see from their experience and have a bird’s eye view into their lives.

Mission-focus The bird identifier reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by seeing through a bird’s eye to understand what they do for our ecosystem.

Similar to Birdly Differentiators It focuses on the native birds in you area, and all you need is a headset.

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03_ENV (ENVIRONMENT)

TREE HOUSE

Introduction Ever wonder what is like to live in a tree.

Experience a night in a tree house and see nature come to live at night.

Description Tree House is camp environment for families and young campers to stay over night and experience what it would be like in your own nest.

Mission-focus Tree House reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by experiencing life at night in the birds habitat.

Similar to Tree house camps Differentiators The main focus is on birds and exploring at night.

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02_COBRAND (CO-BRANDING)

AUDUBON + IFLY

Introduction To experience in real life what it is like to fly like a bird in the sky.

Description Learn how to fly like a bird and see what it is like to be high in the sky.

Mission-focus The partnership reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by learning how to fly and see from a bird’s eye perspective.

Similar to Wingsuit School Differentiators There will be a choice between indoors or outdoors to fit your comfort level.

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02_COBRAND (CO-BRANDING)

AUDUBON + ONE TREE PL ANTED

Introduction Help forests restore trees that were damaged due to fires. Not only will you help the forest thrive you will also create a new home for birds.

Description Plant a tree and it will give a bird a new home.

Mission-focus The partnership reinforces our mission by advocating for birds so that the they are protected and appreciated through education, by replacing new trees so the birds in the forests will find new homes.

Similar to American Bird Conservancy Differentiators There will be weekly opportunities to plant trees.

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COLOPHON Typography Proxima Nova FreightText Pro Photography Adobe stock images Pexels Unsplash Text Audubon

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This is a student project intended for educational purposes only. It is not meant to represent National Audubon Society.

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