VISUAL STANDARDS GUIDE 03

FUTURE FUTURE PROSPECT POND’S PROSPECT

Product

The New Pond’s Visual Standards Guide

Table of Contents

Brand Overview Brand History Brand Mission New Brand Objective

Visual Guidelines New Logo Logo Anatomy Logo Clear Space Logo Alternate Formats Logo Size Standards Improper Logo Usage Typographic Standards Color Standards Business System

06 06 06

10 12 14 16 18 20 22 24 28

Future Prospect Pondâ€™s New Vision Pondâ€™s Future Prospect

32 46

Brand Overview Brand History Brand Mission New Brand Objective

06 06 06

The New Pond’s Visual Standards Guide

Brand Introduction

Brand Overview

Mission

Pond’s provides scientific and natural solutions to make you look good and feel better.

History

As one of the first brand of beauty and healthy care products, Pond’s aims to deliver the new Pond’s vision through a new visual language. In 1846, as an American pharmacist named Theron T. Pond extracted a healing tea from witch hazel, Pond’s has become a famous skincare brand. It harnessed the power of science and technology for over 150 years. Pond’s is dedicated to designing products for healing, protecting and replenishing your skin care needs.

New Brand Objective

We believe that the development of science can help people get a better look. We also value the importance of pure and natural ingredients that balance overall health. The New Pond’s will evolve beyond selling skin-care products. Instead, we will deliver the holistic beauty results and wellness to people. The definition of beauty is not just about appearance, we also care about your inner emotions and minds. Our goal is to encourage and help people make that healthier choices for looking good and feeling awesome.

The New Pondâ€™s Visual Standards Guide

Brand Overview New Logo Logo Anatomy Logo Clear Space Logo Alternate Formats Logo Size Standards Improper Logo Usage Typographic Standards Color Standards Business System

10 12 14 16 18 20 22 24 28

The New Pondâ€™s Visual Standards Guide

VISUAL GUIDELINES

New Logo

Concept

Based on our mission and key words, the new logo features the concept of scientific and natural beauty, unifying our core value. The main logo consists of two components: the symbols and the wordmark. The symbols represent a round-bottomed flask and a leaf shape, matching with the keywords: scientific and natural. The letter P stands for Pondâ€™s is also clear to be recognized from the symbol.

In addition, the wordmark was modified to make it look visually consistent with the symbol. We chose Gotham as the inspiration and made some strokes have square to curve corners. They combined, representing we encourage people to care about both inner and outer beauty.

Pond’s Logo Mark

Pond’s Signature

Pond’s Workmark

The New Pond’s Visual Standards Guide 11

The New Pond’s Visual Standards Guide

VISUAL GUIDELINES

Logo Anatomy

Symbol and Wordmark

The new brand logo is built with the x value as a unit of measurement. We used different portion of “X“ and circles to construct the curves of the mark. For the wordmark, we modified typeface Gotham Book to mimic the curves of the logo mark.

1.75x

2.5x

The New Pondâ€™s Visual Standards Guide

3.25x

1.25x

The New Pondâ€™s Visual Standards Guide

VISUAL GUIDELINES

Logo Clear Space

Space Guidelines

To ensure there are proper amount of space around the signature without distortion.

To make the signature visually stand out, it is important to retain a designated clear space around it. The minimum clear area is designed as being equal to the height of the circle for horizontal and vertical area. The circle is the initial 1.25x for the work mark composition.

1.25x

The New Pondâ€™s Visual Standards Guide

1.25x

1.5x

1.25x

The New Pondâ€™s Visual Standards Guide

VISUAL GUIDELINES

Logo Alternate Formats

Composition Variations

Our logos can be used in different ways as the following formats shown. There are four formats for the Pondâ€™s logo: symbol, wordmark, vertical format and horizontal format. The vertical format will be applied the most for the future branding.

SYMBOL

WORDMARK

The New Pondâ€™s Visual Standards Guide

VERTICAL

HORIZONTAL

The New Pondâ€™s Visual Standards Guide

VISUAL GUIDELINES

Logo Size Standards

10cm

5cm

1cm

VERTICAL VERSION

WORDMARK

The New Pondâ€™s Visual Standards Guide

HORIZONTAL VERSION

SYMBOL

The New Pond’s Visual Standards Guide

VISUAL GUIDELINES

Improper Logo Usage

Incorrect Logos

Make the visual identity look consistent, we need to make sure the logo is not being used incorrectly. The following examples illustrate what not to do with the New Pond’s signature.

Don’t outline the logo.

Don’t rotate the logo.

Don’t stretch the logo.

Don’t use colors not approved in system.

The New Pond’s Visual Standards Guide

Don’t delete part of the logo.

Don’t use drop shadow.

Don’t change propotion of the logo.

Pond’s Don’t add part of the logo.

Don’t alter the logo by using unapproved font.

Don’t use weird effect on the logo.

The New Pondâ€™s Visual Standards Guide

VISUAL GUIDELINES

Typographic Standards

Primary Typeface: Open Sans

In order to communicate our mission and future prospect, the coherent typography system helps to deliver our Brand with robust visual system. We used two typefaces with different weights to convey the system.

OPEN SANS BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 OPEN SANS SEMIBOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 OPEN SANS REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

The New Pondâ€™s Visual Standards Guide

Secondary Typeface: Anonymous Pro

ANONYMOUS PRO REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

The New Pondâ€™s Visual Standards Guide

VISUAL GUIDELINES

Color Standards

Logo Color Variations

Adhere to these color variations guideline is necessary for clarity. The New Pondâ€™s logo should be reversed when placed on a solid background to show the legibility.

The New Pond’s Visual Standards Guide

VISUAL GUIDELINES

Color Standards

Color Palette

The colors are bright and neat. With other combination of colors palette, it fascinates people’s attention in a technical and harmonious way.

PEACEFUL GREEN CMYK 80/0/50/0 RGB 0/180/157 HEX #33ff80 PANTONE 333 C

SCIENTIFIC GREEN CMYK 25/0/90/0 RGB 190/255/25 HEX #bfff19 PANTONE 2297 C

The New Pondâ€™s Visual Standards Guide

RADIANT PINK CMYK 0/80/60/0 RGB 240/90/90 HEX #f15b5b PANTONE 178 C

SOLID BLACK CMYK 0/0/0/100 RGB 0/0/0 HEX #000000 PANTONE Black

PURE WHITE CMYK 0/0/0/0 RGB 255/255/255 HEX #ffffff PANTONE White

Future Prospect Pond’s New Vision Pond’s Future Prospect

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The New Pond’s Visual Standards Guide

THE FUTURE POND’S

Pond’s New Vision

PHYSICAL

[P1]

[P2]

[P3]

[EN1]

[CO1] [S1] [EV4] [EV1]

[CO3]

[S3]

[EN2]

[S2]

[ED2]

[ED1]

[EV2]

[ED3] [EV3]

SPIRITUAL

[CO2]

MENTAL

The New Pond’s Visual Standards Guide

PRODUCT P1 Pond’s Dietary Supplement P2 Pond’s Juice Up P3 Pond’s Sun Protection

SERVICE S1 PondCast S2 Pond’s Blog S3 Pond’s Meditation App

EVENT EV1 Pond’s Yoga Community EV2 Pond’s Mental Wellness EV3 Pond’s Aesthetic Workshop EV4 Pond’s Spa Month

CO-BRANDING CO1 Pond’s and 24-Hour Fitness Center CO2 Pond’s and Kinfolk Magazine CO3 Pond’s and National Eating Disorder Association

EDUCATION ED1 Pond’s Emotional Control Class ED2 Ponsitive ED3 Pond’s Photography Contest with Exploratorium

ENVIRONMENT EN1 Pond’s Institute EN2 Pond’s Urban Forest

PHYSICAL

MENTAL

SPIRITUAL

The New Pond’s Visual Standards Guide

POND’S FUTURE PROSPECT

Product

Pond’s Dietary Supplement

Science-based product that take good care of your physical health.

LIKE: Swanson, GNC, The Vitamin Shoppe

Body can show not only skin condition but also the physical wellness. It’s important to take good care of your health with Pond’s dietary supplement. Pond’s utilizes the balance of nature and science to create safe and reliable vitamins and supplements tablets that support health. Pond’s products are based and created on the concept of clinically tested and research.

BUT: Pond’s dietary supplement focuses more on specifice and detail oriented beauty sets of dietary supplement.

The Pond’s dietary supplement reinforces our mission of making people prettier by balancing physical health with clinically tested dietary supplement.

Pond’s Juice Up

An Easy way to nourish the body and energy every day.

LIKE: Pressed Juicery, Jamba Juice

Pond’s Juice Up gives people an easy and efficient way to nourish the body and energy every day. Our juices are designed to rid your body of toxins and unhealthy chemical substance. We aim to cleanse your body and bring a whole lot of goodness to you.

BUT: Pond’s Juice Up provides pure juice without hidden ingredients and additives. Unlike other brands, we make different kinds of juice for certain parts of organs and offer healthier choices to your beautiful body.

The Pond’s juice up nourish your body which fulfills our mission of looking good and feeling good in a natural way.

The New Pond’s Visual Standards Guide

Pond’s Sun Protection

Protect yourself from the sun’s harmful rays.

LIKE: Dr. Barbara Sturm, Neutrogena, Oakley

Exposed to the sun for a long time might affect your skin and bring damage to your health. Our selection of dermatologist-approved sun protection products are here to offer clients with better protection. From clothes, eye-wear to sun care products, we deliver effective and nature method of protecting yourself from the sun and maintain younger looking skin.

BUT: Unlike other brands, Pond’s Sun Protection is based on a holistic view of skin and body care. We believe that prevention is better than cure. The sooner you take care of your body, the prettier you will become.

Pond’s sun protection offers the 360-degree protection from eye-wear to sun care products which accomplishes our duty of protecting your skin and body from excessive UV radiation.

The New Pond’s Visual Standards Guide

POND’S FUTURE PROSPECT

Service

PondCast

Give you a wellness boost from anywhere and anytime.

LIKE: Colorful Eats, Food Heaven

The Pondcast shares tools, tips and ideas helping you to build up wellness habits. Each day, we will offer knowledge about diet, nutrition and break negative health mindsets. The goal is to have to entertain, educate, and inspire people to have a more joyful and balanced life. We will bring you conversations on all things in a casual approach to make you feel easy to understand and approach.

BUT: Different from Colorful Eats and Food Heaven podcast, PondCast focuses more on how to inspire people to both enjoy and balance your life; instead of only convincing people to do that way.

The mission of PondCast is to provide an more accessible way of wholesome tips to lift up both physical and mental health.

Pond’s Blog

A public medium that provides more wellness news from experts’ opinions.

LIKE: Well+Good, Clean Eating Magazine

Provide a blog and upload daily post about wellness news and welcome people to discuss together and get advices about wholesome feeds. We focus on inspiring people to live your best life and make wellness accessible from mentally, physically, spiritually and emotionally.

BUT: Pond’s Blog stands out from other wellness forums because our blog feature with professional nutritionists and clinically-proven research. We upload a post edaily and provide the reliable information about health.

We believe health is the reflection of your look. Pond’s Blog aims to make you look good by creating a platform that shares knowledge and suggestion about how to keep in good health.

The New Pond’s Visual Standards Guide

Pond’s Meditation App

The ultimate natural guide to help you find inner peace.

LIKE: The Mindfulness, Headspace

Meditation begins and ends in the body. It involves taking the time to pay attention to where we are and what’s going on, and that starts with being aware of inner feelings. Research suggests that meditation can improve the symptoms of anxiety, depression, and insomnia, as well as reduce blood pressure. Through the Pond’s Meditation App, it guides people to meditate and add more relaxation into their lives. You can practice before the beginning or end of your day and start to cultivate this great routine that brings you mental and physical health.

BUT: The characteristic of Pond’s Meditation App is that it can record your health condition and finding the suitable and customized meditation for you.

Inner peace is essential part of beauty. Our mission is to guide you find the spiritual beauty that only belongs to you through this meditation app.

The New Pond’s Visual Standards Guide

POND’S FUTURE PROSPECT

Event

Pond’s Yoga Community

Build up a better body shape by doing yoga with your neighbors.

LIKE: CorePower Yoga, Yoga Tree

Pond’s will hold a weekly community event of yoga class to bring neighborhood together and motivate each other to become healthier. Since yoga is a beneficial to your body and mind, it’s also a great opportunity to meet up with your neighbors and connect with them. It can be also helpful for you to link with people.

BUT: Unlike other brands, Pond’s Yoga Community features free yoga classes and provides a good channel to connect with your neighbors more and offer convenient locations to keep the yoga routine more accessible .

Pond’s holds an event of Weekly Yoga Community which achieves our mission of strength your health physically and spiritual.

Pond’s Mental Wellness

Teach and share the experiences of keeping your minds healthy.

LIKE: Eventbrite, DMW

Pond’s mental wellness event is to encourage people to solve their mental health concerns and learn how to deal with these problems. In the event, Pond’s will invite wellness experts to share methods and experiences of guiding you to a holistic wellness and leading you to the positive mood. By taking a deep breath, calming your minds and thinking optimistically, you will receive better results mentally and spiritually.

BUT: There is no age restriction for Pond’s Mental Wellness Event. It is welcome for everyone to join.

Pond’s Mental Wellness Event aims to encouraging inner mind wellness by sharing different tips of thinking positive and problem-solving skills.

The New Pond’s Visual Standards Guide

Pond’s Aesthetic Workshop

Develop the aesthetic sense with interests.

LIKE: Talented

Pond’s Aesthetic Workshop is where you can cultivate your sense of beauty with interests and also release the stress from the daily life. It provides a variety of classes such as painting, hand-craft and pottery for everyone. Through the classes, we encourage you to find the inner beauty and peace of yourself. In the meanwhile, unwind for a moment and start to cultivate the appreciation of beauty.

BUT: Pond’s Aesthetic Workshop is not job-oriented program. It pays more attention on the field of aesthetic training and discovering inner self.

Self-improvement and training is an approach to glow with inner beauty.

Pond’s Spa Month

Cultivate a habit of bodycare and indulge yourself at spa once a month.

LIKE: Kiehl’s, The Body Shop

Pond’s holds a campaign about promoting self-care month to encourage people to take good care of themselves. Customers will receive a promote code, free sample gifts and get discount on products for both onsite and online Pond’s stores. Eventually, we hope to inspire people to aware and cultivate the habits of taking good care of them truly.

BUT: Pond’s doesn’t limit the discount offers to members. We believes everyone is our potential customers.

Pond’s Spa Month offers monthly discount which encourages people to value and get a habit of self-care.

The New Pond’s Visual Standards Guide

POND’S FUTURE PROSPECT

Education

Pond’s Emotional Control Class

Show how beautiful you are through empathy.

LIKE: SIGMA Assessment Systems

“It’s what’s on the inside that counts”. Take beauty to a deeper level. Through emotional management course, it teaches you to work on your personality of regulating emotions and being considerate. First, identify the emotion cues, understand the reasons, and translate these in a proper way. Start feeling empathy and caring more about your surroundings.

BUT: Pond’s emotional control course pays particular attention on physical and spiritual wellness; instead of general coaching assessment.

We educate people to regulate emotions properly which fulfills our mission of expressing inner beauty and cultivating a sense of empathy.

Ponsitive

Positive self-talk helps you do better and go further.

LIKE: Vortex Success

The mind can reflect the health condition of body so Pond’s holds a monthly Ponsitive program about thinking positive and problem solving skills class. Find the optimistic and peaceful mind inside you. The more you explore, the more you know about yourself.

BUT: Ponsitive is a holistic approach to body, mind and spirit beauty wellness. It is linked with a comprehensive system to provide more channels to help you be on the right track.

In order to help you find a harmonious voice for the mind and soul, Ponsitive provides problem-solving and optimism-training classes.

The New Pond’s Visual Standards Guide

Pond’s Photography Contest with Exploratorium

Never too late to explore the beauty of science and nature.

LIKE: California Academy of Sciences

Before seeking for the attractiveness, you have to understand what’s visually appealing. Pond’s partners with Exploratorium to explore the beauty of the nature by diving into science and art. The co-branding contest provides a channel to learn, explore and create memorable experiences. It’s never too late to explore and appreciate the beauty of nature. Through the science and nature photography contest, we can connect people to the wonder of natural world and educate them to realize the beauty of the nature from the bottom of their heart.

BUT: The Photography Contest features the interaction between science and nature. Exploritorium pays more attention on creating memorable experiences that meets with our ideas.

The Photography Contest with Exploratorium strengthen our mission of exploring and appreciating the beauty of the nature through science.

The New Pond’s Visual Standards Guide

POND’S FUTURE PROSPECT

Co-branding

24 Hour Fitness Center

Workout and feel good from physical and mental aspects.

LIKE: GlobalFit

Pond’s cooperates with global fitness centers to help customers build up a better body shape. Through maintaining your fitness routine in the fitness center, people get motivated to complete with different training session. It’s a good opportunity to feel good and look good.

BUT: 24 Hour Fitness Center is available to workout 24/7. It’s more convenient and accessible resource for people to exercise.

The co-branding opportunity reinforces our goal of keeping in a good shape and health by offering convenient spots to workout.

National Eating Disorder Association

Provide and support individual and families the treatment of eating

LIKE: Beat, CIELO House

The National Eating Disorders Association (NEDA) is the nonprofit organization dedicated to supporting individuals and families suffered from eating disorders. The mission of co-branding is to provide people eating disorder treatment, cures and access to quality care.

BUT: NEDA is the trustworthy and largest nonprofit organization that helps people suffer from eating disorder in United States.

National Eating Disorder Association (NEDA) provides care and treatment for people who are suffering from eating disorder which fulfills our missions of solving people’s concerns

The New Pond’s Visual Standards Guide

Kinfolk Magazine

Start all the points from lifestyle.

LIKE: GQ, Healthy Living Magazine

How to stay in a healthy lifestyle with a vigor attitude. Pond’s collaborates with the Kinfolk to show you the harmony of achieving great quality of life and well-being. We dive into home, work, style and culture. We aim to promoting quality of life and connecting a global community. Since 2011, Kinfolk has become a leading lifestyle authority. Through the co-branding opportunity, We focus on the content of nutrition, lifestyle, medical news and beauty trends. We are here to be your partner in the journey of healthy living.

BUT: Unlike other magazines, we gives you more about the knowledge of wholesome news, and also inspire you to live your own style of life.

The Pond’s and Kinfolk magazine inspire people to live up the wellness from daily life which fulfills our missions of having a beautiful mind and spirit.

The New Pond’s Visual Standards Guide

POND’S FUTURE PROSPECT

Environment

Pond’s Institute

A trustworthy institute pursuing scientific and natural methods to solve your concerns.

LIKE: DNA Skin Institute, Dermatology Institute

Being dedicated to developing the pure and natural solutions for body-care through science, Pond’s also establish an institute for customers who are interested in consultation of body-care and seeking for personalized care or support. At Pond’s Institute we provides the best medical and cosmetic dermatology care to customers worldwide.

BUT: Unlike other stores, Pond’s Institute is more than selling products. We gather people’s concerns and offers them individual consultation. It is a resource where customers can access and experience different skincare treatment.

The mission of Pond’s Institute is to understand customers’ concerns about self-care and solve their problems by research-based techniques.

Pond’s Urban Forest

Beautify the city by planting and caring for the environment.

LIKE: Urban Tree

The purposes of Pond’s Urban Forest are to beautify the streets and raise people’s awareness of caring the environment. Pond’s encourages the community to pay attention on taking care of the plants, respect the nature and making the world a better place.

BUT: Except for planting tress on the streets, Pond’s Urban Forest also cooperates with companies and helps them decorate their building with plants.

Pond’s Urban Forest reinforces our mission of beautify by growing plants in the cities and also accomplishes our goal of balancing between the nature and beauty together.

The New Pond’s Visual Standards Guide

PHYSICAL

Pond’s Dietary Supplement Product Service Event Education Co-branding Environment

By keeping developing the nature through the science, it is convenient to keep you physically beauty by taking dietary supplement everyday. Beautify the city in a harmonious way. Restore the balance between nature and beauty. The purposes of Pond’s Urban Forest are to beautify the streets and raise people’s awareness of caring the environment. Pond’s encourages the community to pay attention on taking care of the plants, respect the nature and making the world a better place.

The New Pond’s Visual Standards Guide

MENTAL

Pond’s Mental Wellness Event Product Service Event Education Co-branding Environment

Share the experiences of keeping your minds healthy. Tell us why you are worried and we are here to help. Pond’s mental wellness event is to encourage people to solve their mental health concerns and learn how to deal with these problems. In the event, Pond’s will invite wellness experts to share methods and experiences of guiding you to a holistic wellness and leading you to the positive mood. By taking a deep breath, calming your minds and thinking optimistically, you will receive better results mentally.

The New Pond’s Visual Standards Guide

SPIRITUAL

Pond’s Meditation App Product Service Event Education

The ultimate natural guide to help you find inner peace.

Co-branding Environment

The New Pond’s Visual Standards Guide

PHYSICAL

Pond’s Institute

Product Service Event Education Co-branding

A trustworthy Institute that pursuing the scientific and natural solutions to solve all your concern.

Environment

Being dedicated to developing the pure and natural through science, Pond’s also establish an institute for customers who are interest in consultation of body care and seeking for personalized care or support. At Pond’s Institute we provides the best medical and cosmetic dermatology care to customers world wide.

The New Pond’s Visual Standards Guide

SPIRITUAL AND PHYSICAL

Pond’s Yoga Community Product Service Event Education

Build up a better body shape by doing yoga with your neighbors.

Co-branding Environment

Pond’s will hold a weekly community event of yoga class to bring neighborhood together and motivate each other to be healthier. Since yoga is a beneficial to your body and mind, meet up with your neighbors and connect with them can be also helpful for you to link with people.

The New Pond’s Visual Standards Guide

SPIRITUAL

Pond’s and Kinfolk Magazine Product Service Event Education Co-branding Environment

Inspire people to live up the wellness from daily life and eventually develop their own style of well-being. How to stay in a healthy lifestyle with a vigor attitude. Pond’s collaborates with the Kinfolk to show you the harmony of achieving great quality of life and well-being. We dive into home, work, style and culture. We aim to promoting quality of life and connecting a global community. Since 2011, Kinfolk has become a leading lifestyle authority. Through the co-branding opportunity, We focus on the content of nutrition, lifestyle, medical news and beauty trends. We are here to be your partner in the journey of healthy living.

The New Pond’s Visual Standards Guide

MENTAL

Pond’s Urban Forest

Product Service Event Education Co-branding Environment

Beautify the city by planting and caring for the environment. Beautify the city in a harmonious way. Restore the balance between nature and beauty. The purposes of Pond’s Urban Forest are to beautify the streets and raise people’s awareness of caring the environment. Pond’s encourages the community to pay attention on taking care of the plants, respect the nature and making the world a better place.

The New Pond’s Visual Standards Guide

SPIRITUAL

Pond’s Aesthetic Workshop Product Service Event Education Co-branding Environment

Cultivate the sense of beauty with your interests. Self-improvement and training is an approach to glow with inner beauty. Pond’s Aesthetic Workshop is where you can cultivate your sense of beauty with interests and also release the stress from the daily life. It provides a variety of classes such as painting, handcraft and pottery for everyone. Through the classes, we encourage you to find the inner beauty and peace of yourself. In the meanwhile, unwind for a moment and start to cultivate the appreciation of beauty.

The New Pond’s Visual Standards Guide

MENTAL

Pond’s Photography Contest with Exploratorium Product Service Event Education Co-branding Environment

Educate people to find and appreciate the beauty that nature has offered through a photography contest with Exploratorium. Before seeking for the attractiveness, you have to understand what is visually appealing. Pond’s partners with Exploratorium to explore the beauty of the nature by diving into science and art. The contest provides a channel to learn, explore and create memorable experiences. It’s never too late to explore and appreciate the beauty of nature. Through the science and nature photography contest, we can connect people to the wonder of natural world and educate them to realize the beauty of the nature from the bottom of their heart.

Sources

Information

Pondâ€™s.com Medium.com Nature.com Wikipedia.com

Photography

Unsplash.com Cosmeticskin.com Flicker.com

This visual standards guide book is a student project for GR 604 Nature of Identity class. Here are information about sources that used in this book.

Class

Nature of Identity

Instructor

Hunter Wimmer

Typeface

Open Sans Anonymous Pro