Conservation Tales Identity Manual

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IDENTITY MANUAL BY: NATALIE ROKOSZ, ALICIA BRAUN, & ALYSSA MERKEL


Mission Statement The Conservation Tales is a book series written for grades 3 through 5. The purpose of the series is to encourage children to take action in conserving wildlife because caring for animals and their environment starts early. This series helps children understand the science behind wildlife conservation while discovering potential careers and experiencing inquiry-based science activities at home.

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Table of Contents Components of the Identity System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4-5

Junior Badge Identity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30-31

6-9

The Junior Badge . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32-33

The Signature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

The Book Signature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10-11 The Logomark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12-13

Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34

Identity Elements Combinations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14–21 The Horizontal Lock-up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Book, Advertising, and Marketing Typography. . . . . . . . . . . . . . . . . . . . . . . 35

14

.

The Horizontal Lock-up Clearspace. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

The Vertical Lock-up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Core Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

The Vertical Lock-up Clearspace. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

17

Secondary Color Palette. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

The Secondary Horizontal Lock-up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Neutral Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

The Secondary Horizontal Lock-up Clearspace. . . . . . . . . . . . . . . . . 19

The Tertiary Horizontal Lock-up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Integrity of the Identity Design System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37

The Tertiary Horizontal Lock-up Clearspace. . . . . . . . . . . . . . . . . . . . 21

Identity Files Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Special Identity System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

22-23

38-50

...

The Midwest Lock-up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

The Midwest Lock-up Clearspace. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

The Gulf Coast Lock-up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

The Gulf Coast Lock-up Clearspace. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

The Africa Lock-up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

The Africa Lock-up Clearspace. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

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Benefits of Guidelines The purpose of this manual is to explain the components of Conservation Tales visual identity system, to define its graphic design standards, and to illustrate how these standards are applied. These standards depend on relative size, proportion, and position of individual elements. They have been developed through careful consideration of many factors, both functional and aesthetic. Adhering to these standards and guidelines will ensure continuity, a high standard of quality, and a clear, consistent identity for Conservation Tales.

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Guidelines establish a rulebook for a group of individuals that work on the organization materials. The use of these guidelines ensures how the visual identity should appear across all media. These guidelines help your business hold the value in its visual identity for many years through the proper use of its components.


logomark

Components of the Identity System COMPONENTS OF THE IDENTITY SYSTEM Conservation Tales visual identity system consists of the following: • The logomark • The signature • The book signature The signature and logomark are available in a preferred version for most uses and alternate versions, which may be used in specific applications. A secondary signature is also available for use specifically applying to the books. See page 6 – 21 for detailed information on using various versions of the logomark, signature, and secondary signature.

signature Each configuration that combines the signature and logomark in a defined relationship is referred to as a “Lock-up.” See pages 14 – 21 for detailed information on using the lock-ups.

book signature

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Signature

The Signature The Conservation Tales signature is intended for use on applications where the height of the signature is more than or equal to .2 inches. The signature may never be used at sizes smaller than .2 inch high. The signature may be used independent of the logomark in appropriate contexts. See pages 14 – 21 for the available lock-ups which combine the signature and the logomark for appropriate use. Conservation Tales signature may be reproduced using the core color palette. In contexts where the use of core color palette is not an option, or when the core colors conflict with the application, the signature may be reproduced in black or white. See page 30 for the Pantone colors, CMYK, RGB, and HEX values.

.2″ Min Height

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The Signature Conservation Tales signature (set in typeface Cochin) is an integral part of the identity system.

Signature Clearspace

1) The signature can be used in a double line version. The signature may be used independently of the logomark. The book signature should only be used on the cover of the books.

x

To maintain the integrity of the Conservation Tales signature, a certain amount of space around the signature must be kept clear of competing visual elements. The area around the signature should always provide ample space so that the balance and wholeness of the signature is not violated by the competing elements. The diagram to the left shows the correct amount of space that should surround the signature.

x

x

Conservation Tales signature must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The letterforms have been arranged to work at different scales, so it is crucial that independent versions of the signature are not created from the typeface directly.

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Alternate Signature #1

The Alternate Signature #1 The Conservation Tales alternate signature #1 is intended for use on applications where the height of the alternate signature #1 is more than or equal to .1 inches. The alternate signature #1 may never be used at sizes smaller than .1 inch high. The alternate signature #1 may be used independent of the logomark in appropriate contexts.

.1″ Min Height

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Conservation Tales alternate signature #1 may be reproduced using the core color palette. In contexts where the use of core color palette is not an option, or when the core colors conflict with the application, the alternate signature #1 may be reproduced in black or white. See page 36 for the Pantone colors, CMYK, RGB, and HEX values.


Alternate Signature #1 Clearspace

The Alternate Signature #1 Conservation Tales alternate signature #1 (set in typeface Cochin) is an integral part of the identity system.

x

1) The alternate signature #1 can be used in a single line version. The alternate signature #1 may be used independently of the logomark. The alternate signature #1 can be combined with the logomark.

x

x

To maintain the integrity of the Conservation Tales alternate signature #1, a certain amount of space around the alternate signature #1 must be kept clear of competing visual elements. The area around the alternate signature #1 should always provide ample space so that the balance and wholeness of the alternate signature #1 is not violated by the competing elements. The diagram to the left shows the correct amount of space that should surround the alternate signature #1. Conservation Tales alternate signature #1 must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The letterforms have been arranged to work at different scales, so it is crucial that independent versions of the alternate signature #1 are not created from the typeface directly.

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Book Signature

Book Signature The two-line book signature should be used on the cover of the Conservation Tales book series. The book signature is also useful where space constraints prohibit the use of the preferred lock-up and the business needs to be endorsed in a flexible manner. The book signature may never be used at sizes smaller than .5 inches high. Conservation Tales book signature may be reproduced using the core color palette. In contexts where the use of core color palette is not an option, or when the core colors conflict with the application, the book signature may be reproduced in black or white. See page 36 for the Pantone colors, CMYK, RGB, and HEX values.

.5″ Min Height

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Book Signature Clearspace

The Book Signature Clearspace To maintain the integrity of the Conservation Tales book signature, a certain amount of space around the book signature must be kept clear of competing visual elements. The area around the book signature should always provide ample space so that the balance and wholeness of the book signature is not violated by the competing elements. The diagram to the left shows the correct amount of space that should surround the book signature.

x

x

x

Conservation Tales book signature must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The letterforms have been arranged to work at different scales, so it is crucial that independent versions of the book signature are not created from the typeface directly.

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Logomark

Logomark The Conservation Tales logomark is inteded for use on applications where the height of the logomark is more than or equal to .4 inches. The logomark may never be used at sizes smaller than .4 inches high. The logomark may be used independent of the signature in appropriate contexts. See pages 14 – 21 for the available lock-ups which combine the signature and the logomark for appropriate use. Conservation Tales logomark may be reproduced using the core color palette. In contexts where the use of core color palette is not an option, or when the core colors conflict with the application, the logomark may be reproduced in black or white. See page 36 for the Pantone colors, CMYK, RGB, and HEX values.

.4″ Min Height

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Logomark Clearspace

The Logomark Lock-up Clearspace To maintain the integrity of the Conservation Tales logomark, a certain amount of space around the logomark must be kept clear of competing visual elements. The area around the logomark should always provide ample space so that the balance and wholeness of the logomark is not violated by the competing elements. The diagram to the left shows the correct amount of space that should surround the logomark.

x

x

x

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Horizontal Lock-up

IDENTITY ELEMENTS COMBINATIONS Each configuration that combines the signature and logomark in a defined relationship is referred to as a “Lock-up.” Four versions of Conservation Tales lock-up are available for use:

1) The Horizontal Lock-up (Preferred Configuration): The two line signature placed to the left of the logomark is the horizontal lock-up and should be used whenever possible in order to build equity around it. The horizontal lock-up may never be used at sizes smaller than .5 inches high. Conservation Tales horizontal lock-up may be reproduced using the core color palette. In contexts where the use of core color palette is not an option, or when the core colors conflict with the application, the horizontal lock-up may be reproduced in black or white. See page 36 for the Pantone colors, CMYK, RGB, and HEX values. .5″ Min Height

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Each lock-up defines the relationship of the signature and logomark and is designed for use in specific applications based on size, scale, and position of each element. The horizontal lock-up must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The lock-up elements have been arranged to work at different scales, so it is crucial that independent versions of the lock-up are not created.


Horizontal Lock-up Clearspace

The Horizontal Lock-up Clearspace To maintain the integrity of the Conservation Tales horizontal lock-up, a certain amount of space around the lock-up must be kept clear of competing visual elements. The area around the lock-up should always provide ample space so that the balance and wholeness of the lock-up is not violated by the competing elements. The diagram to the left shows the correct amount of space that should surround the horizontal lock-up.

x

x

x

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Vertical Lock-up

2) The Vertical Lock-up The two-line signature placed below the logomark is the vertical lock-up and should be used in contexts where the layout demands for a vertical arrangement of elements. The vertical lock-up is also useful where space constraints prohibit the use of the alternate lock-ups and the business needs to be endorsed in a flexible manner. The vertical lock-up may never be used at sizes smaller than .6 inches high. Conservation Tales vertical lock-up may be reproduced using the core color palette. In contexts where the use of core color palette is not an option, or when the core colors conflict with the application, the vertical lock-up may be reproduced in black or white. See page 36 for the Pantone colors, CMYK, RGB, and HEX values. Each lock-up defines the relationship of the signature and logomark and is designed for use in specific applications based on size, scale, and position of each element. The Conservation Tales vertical lock-up must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The lock-up elements have been arranged to work at different scales, so it is crucial that independent versions of the lock-up are not created.

.6″ Min Height

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Vertical Lock-up Clearspace

The Vertical Lock-up Clearspace To maintain the integrity of the Conservation Tales vertical lock-up, a certain amount of space around the lock-up must be kept clear of competing visual elements. The area around the lock-up should always provide ample space so that the balance and wholeness of the lock-up is not violated by the competing elements. The diagram to the left shows the correct amount of space that should surround the vertical lock-up.

x

x

x

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Secondary Horizontal Lock-up

3) The Secondary Horizontal Lockup The two-line signature placed to the left of the logomark with secondary information below both the signature and the logomark is the secondary horizontal lock-up and should be used in contexts where the layout demands for a horizontal arrangement of elements with secondary information. The secondary horizontal lock-up is also useful where space constraints prohibit the use of the preferred lock-up and the business needs to be endorsed in a flexible manner. The secondary horizontal lock-up may never be used at sizes smaller than .7 inches high. Conservation Tales secondary horizontal lock-up may be reproduced using the core color palette. In contexts where the use of core color palette is not an option, or when the core colors conflict with the application, the secondary horizontal lock-up may be reproduced in black or white. See page 36 for the Pantone colors, CMYK, RGB, and HEX values.

.7″ Min Height

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Each lock-up defines the relationship of the signature and logomark and is designed for use in specific applications based on size, scale, and position of each element. The Conservation Tales secondary horizontal lock-up must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The lock-up elements have been arranged to work at different scales, so it is crucial that independent versions of the lock-up are not created.


Secondary Horizontal Lock-up Clearspace

The Secondary Horizontal Lock-up Clearspace To maintain the integrity of the Conservation Tales secondary horizontal lock-up, a certain amount of space around the lock-up must be kept clear of competing visual elements. The area around the lock-up should always provide ample space so that the balance and wholeness of the lock-up is not violated by the competing elements. The diagram to the left shows the correct amount of space that should surround the secondary horizontal lock-up.

x

x

x

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Tertiary Horizontal Lock-up

4) The Tertiary Horizontal Lock-up The two-line signature placed to the left of the logomark with another option for secondary information below both the signature and the logomark is the tertiary horizontal lock-up and should be used in contexts where the layout demands for a horizontal arrangement of elements with secondary information. The tertiary horizontal lock-up is also useful where space constraints prohibit the use of the preferred lock-up and the business needs to be endorsed in a flexible manner. The tertiary horizontal lock-up may never be used at sizes smaller than .7 inches. Conservation Tales tertiary horizontal lock-up may be reproduced using the core color palette. In contexts where the use of core color palette is not an option, or when the core colors conflict with the application, the tertiary horizontal lock-up may be reproduced in black or white. See page 36 for the Pantone colors, CMYK, RGB, and HEX values. .7″ Min Height

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Each lock-up defines the relationship of the signature and logomark and is designed for use in specific applications based on size, scale, and position of each element. The Conservation Tales tertiary horizontal lock-up must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The lock-up elements have been arranged to work at different scales, so it is crucial that independent versions of the lock-up are not created.


Tertiary Horizontal Lock-up Clearspace

The Tertiary Horizontal Lock-up Clearspace To maintain the integrity of the Conservation Tales tertiary horizontal lock-up, a certain amount of space around the lock-up must be kept clear of competing visual elements. The area around the lock-up should always provide ample space so that the balance and wholeness of the lock-up is not violated by the competing elements. The diagram to the left shows the correct amount of space that should surround the tertiary horizontal lock-up.

x

x

x

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Benefits of Special Lock-ups The purpose of the special lock-ups is to promote specific locations from our series. So far, there are two locations that our books take place in. There is the Midwest region and the Gulf Coast region. In order to better advertise for a specific region, we have two special lock-ups that can be used when marketing for the books. The Midwest lock-up can be used when promoting Cerulean Warblers, Bats, Salamanders, and Bees. The Gulf Coast lock-up can be used when promoting Manatees, Seahorses, and Sea Turtles.

Please note that both of the special lock-ups can be used but they are secondary to the Conservation Tales logomark, signatures, and lock-ups shown on pages 4 – 21. Our project is forever growing and so the special lock-ups should be used less frequently as our book series grows. The special lock-ups have been developed through careful consideration of many factors, both functional and aesthetic. Adhering to these standards and guidelines will ensure continuity, a high standard of quality, and a clear, consistent identity for Conservation Tales.

The Africa lock-up can be used when promoting Elephants and Giraffes.

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Special Identity Lock-ups Conservation Tales special lock-ups consists of the following: • The Midwest Lock-up • The Gulf Coast Lock-up • The Africa Lock-up The Midwest lock-up, Gulf Coast lock-up, and the Africa lock-up are available in a preferred version for most uses, which may be used in specific applications. See page 24 – 29 for detailed information on using the Midwest lock-up, Gulf Coast lock-up, and Africa lock-up.

Gulf Coast Lock-up

Midwest Lock-up

Africa Lock-up

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Midwest Lock-up

1) Midwest Lock-up The two-line signature placed to the bottom of the logomark with a Cerulean Warbler, Bat, Bee, and Salamander crawling and flying out of the book is the Midwest lock-up and should be used in contexts where the Midwest collection is being advertised. The Midwest lock-up is also useful where space constraints prohibit the use of the preferred lock-up and the business needs to be endorsed in a flexible manner. The Midwest lock-up may never be used at sizes smaller than .6 inches high. Conservation Tales Midwest lock-up may be reproduced using the core color palette. In contexts where the use of core color palette is not an option, or when the core colors conflict with the application, the Midwest lock-up may be reproduced in black or white. See page 36 for the Pantone colors, CMYK, RGB, and HEX values. Each lock-up defines the relationship of the signature and logomark and is designed for use in specific applications based on size, scale, and position of each element. The Conservation Tales Midwest lock-up must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The lock-up elements have been arranged to work at different scales, so it is crucial that independent versions of the lock-up are not created.

.6″ Min Height

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Midwest Lock-up Clearspace

The Midwest Lock-up Clearspace To maintain the integrity of the Conservation Tales Midwest lock-up, a certain amount of space around the lock-up must be kept clear of competing visual elements. The area around the lock-up should always provide ample space so that the balance and wholeness of the lock-up is not violated by the competing elements. The diagram to the left shows the correct amount of space that should surround the Midwest lock-up.

x

x

x

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Gulf Coast Lock-up

2) Gulf Coast Lock-up The two-line signature placed to the bottom of the logomark with a Manatee, Seahorse, and Sea Turtle swimming out of the book is the Gulf Coast lock-up and should be used in contexts where the Gulf Coast collection is being advertised. The Gulf Coast lock-up is also useful where space constraints prohibit the use of the preferred lock-up and the business needs to be endorsed in a flexible manner. The Gulf Coast lock-up may never be used at sizes smaller than .6 inches high. Conservation Tales Gulf Coast lock-up may be reproduced using the core color palette. In contexts where the use of core color palette is not an option, or when the core colors conflict with the application, the Gulf Coast lock-up may be reproduced in black or white. See page 36 for the Pantone colors, CMYK, RGB, and HEX values. Each lock-up defines the relationship of the signature and logomark and is designed for use in specific applications based on size, scale, and position of each element. The Conservation Tales Gulf Coast lock-up must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The lock-up elements have been arranged to work at different scales, so it is crucial that independent versions of the lock-up are not created.

.6″ Min Height

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Gulf Coast Lock-up Clearspace

Gulf Coast Lock-up Clearspace To maintain the integrity of the Conservation Tales Gulf Coast lock-up, a certain amount of space around the lock-up must be kept clear of competing visual elements. The area around the lock-up should always provide ample space so that the balance and wholeness of the lock-up is not violated by the competing elements. The diagram to the left shows the correct amount of space that should surround the Gulf Coast lock-up.

x

x

x

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Africa Lock-up

2) Africa Lock-up The two-line signature placed to the bottom of the logomark with a Elephant and Giraffe coming out of the book is the Africa lock-up and should be used in contexts where the Africa collection is being advertised. The Africa lock-up is also useful where space constraints prohibit the use of the preferred lock-up and the business needs to be endorsed in a flexible manner. The Africa lock-up may never be used at sizes smaller than .6 inches high. Conservation Tales Africa lock-up may be reproduced using the core color palette. In contexts where the use of core color palette is not an option, or when the core colors conflict with the application, the Africa lock-up may be reproduced in black or white. See page 36 for the Pantone colors, CMYK, RGB, and HEX values. Each lock-up defines the relationship of the signature and logomark and is designed for use in specific applications based on size, scale, and position of each element. The Conservation Tales Africa lock-up must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The lock-up elements have been arranged to work at different scales, so it is crucial that independent versions of the lock-up are not created.

.6″ Min Height

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Africa Lock-up Clearspace

Africa Lock-up Clearspace To maintain the integrity of the Conservation Tales Africa lock-up, a certain amount of space around the lock-up must be kept clear of competing visual elements. The area around the lock-up should always provide ample space so that the balance and wholeness of the lock-up is not violated by the competing elements. The diagram to the left shows the correct amount of space that should surround the Africa lock-up.

x

x

x

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Benefits of the Junior Badge The purpose of the junior badge is to distinguish the different levels of the Conservation Tales books. As the series continues to grow, the team has recognized a new and younger audience for the series. Therefore, the team has begun developing easy readers of the books we have already produced which are now know as the Conservation Tales Junior Editions.

Please note that the junior badge should only be used for the junior editions. This lock-up is specifically for the book covers to help distinguish books targeted for grades under 3 through 5. The junior badge lock-up has been developed through careful consideration of many factors, both functional and aesthetic. Adhering to these standards and guidelines will ensure continuity, a high standard of quality, and a clear, consistent identity for Conservation Tales.

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Junior Badge Lock-up The Conservation Tales Junior Badge lock-up is available in a preferred version for most uses, which may be used in specific applications. The Junior Badge lock-up should only be used on the cover of the Conservation Tales Junior editions in order to distinguish the difference between the Conservation Tales books. See page 32 – 33 for detailed information on using the Junior Badge lock-up.

Junior Badge Lock-up

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Junior Badge Lock-up

2) Junior Badge Lock-up The circular signature placed along the outer ring of the logomark is the Junior Badge lock-up and should be used in contexts where the Junior Edition books are being advertised. The Junior Badge lock-up may never be used at sizes smaller than .6 inches high. Conservation Tales Junior Badge lock-up may be reproduced using the core color palette. In contexts where the use of core color palette is not an option, or when the core colors conflict with the application, the Junior Badge lock-up may be reproduced in black or white. See page 36 for the Pantone colors, CMYK, RGB, and HEX values. Each lock-up defines the relationship of the signature and logomark and is designed for use in specific applications based on size, scale, and position of each element. The Conservation Tales Junior Badge lock-up must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The lock-up elements have been arranged to work at different scales, so it is crucial that independent versions of the lock-up are not created.

.6″ Min Height

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Junior Badge Lock-up Clearspace

Junior Badge Lock-up Clearspace To maintain the integrity of the Conservation Tales Junior Badge lock-up, a certain amount of space around the lock-up must be kept clear of competing visual elements. The area around the lock-up should always provide ample space so that the balance and wholeness of the lock-up is not violated by the competing elements. The diagram to the left shows the correct amount of space that should surround the Junior Badge lock-up.

x

x

x

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Cochin Bold

TYPOGRAPHY

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

The Conservation Tales signature uses the typeface Cochin Bold. This typeface should not be considered an everyday typeface, but should be reserved for the Conservation Tales signature. Cochin Bold should be used only in uppercase letters, and never be set as running copy. Cochin Bold is designed by Georges Peignot. For commercial use, please purchase the typeface from: https://www.fonts.com/font/ linotype/cochin?QueryFontType=Web&src=GoogleWebFonts

SF Fedora

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

The Conservation Tales book signature uses the typeface SF Fedora. This typeface should not be considered an everyday typeface, but should be reserved for the Conservation Tales book covers. SF Fedora should never be set as running copy. SF Fedora is designed by ShyFonts and is made available via Dafont and can be downloaded from: https://www.dafont.com/sf-fedora.font The Conservation Tales secondary information which is used in the lock-ups uses the typeface Montserrat. The typeface may not be used as an everyday typeface, only for secondary information.

Montserrat

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

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Typefaces - Lock-ups and Signatures

Montserrat is designed by Julieta Ulanovsky and is made available via Google Fonts and can be downloaded from: https://fonts. google.com/specimen/Montserrat The license for this font can be found at: https://scripts.sil.org/cms/ scripts/page.php?site_id=nrsi&id=OFL_web The Conservation Tales signature and logomark may never be manipulated or created directly from the typeface. The elements in the signature and logomark have been arranged to work at different scales. To ensure that the correct scale relationships and spacing are maintained, these elements must always be used as provided in this style guide.


TYPOGRAPHY

Superclarendon Bold

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 Calibri Regular

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 Copperplate Bold

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

Book, Advertising, and Marketing Fonts The Conservation Tales uses multiple fonts for the books, advertising, and marketing materials. These fonts and their uses are specified in order to keep the brand consistent. Superclarendon Bold is used for headers to create hierarchy. This typeface should be used on the cover of the Conservation Tales books for the specified animal the book is focusing on. Example: Salamanders, Bats, Manatees, etc. It should also be used for the authors and illustrators listed on the cover. This typeface may be used as an everyday typeface in order to create hierarchy on marketing and advertising materials. Superclarendon Bold is designed by Typodermic and is made available via fonts.com and can be downloaded from: https://www.fonts.com/font/typodermic/ superclarendon?QueryFontType=Web&src=GoogleWebFonts Calibri Regular is used for body copy and can be used at different weights to create hierarchy. This typeface is used as the body copy in each of the books at a size of 14 pt. The captions in each of the books is Calibri 12 pt. This typeface may be used as an everyday typeface. In order to create hierarchy, it may be used in different weights on marketing and advertising materials. Calibri Regular is designed by Microsoft Corporation and is made available via fonts.com and can be downloaded from: https://www.fonts.com/font/microsoft-corporation/ calibri?QueryFontType=Web&src=GoogleWebFonts Copperplate Bold is used in the books whenever addressing Airway Publishing. This typeface may not be used as an everyday typeface. Copperplate Bold is designed by Bitstream and is made available via fonts.com and can be downloaded from: https://www.fonts. com/font/bitstream/copperplate-gothic?QueryFontType=Web&src =GoogleWebFonts

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Core Color Palette

COLOR PALETTE

Pantone 99-9 U

Pantone ­– ––

CMYK: 99/ 91/ 2/ 0

CMYK: 0/ 0/ 0/ 0

RGB: 40/ 58/ 151

RGB: 225/ 225/ 225

HEX: #283A97

HEX: #FFFFFF

Pantone P Process Black

Pantone 175 – 1 U

CMYK: 0/ 0/ 0/ 100

CMYK: 0 / 50 / 100 / 0

RGB: 35/ 31/ 32

RGB: 247 / 148 / 29

HEX: #231F20

HEX: #F7941D

Secondary Color Palette

Pantone 7732 U

Pantone 318 U

CMYK: 74 / 29 / 70 / 11

CMYK: 52 / 0 / 17 / 0

RGB: 72 / 131 / 99

RGB: 102 / 215 / 222

HEX: #488363

HEX: #66D7DE

Pantone P 1235 C

Pantone 17 – 9 U

CMYK: 0 / 29 / 98 / 0

CMYK: 7 / 18 / 35 / 0

RGB: 80 / 16 / 78

RGB: 235 / 206 / 169

HEX: #FDBA18

HEX: #EBCEA9

Neutral Color Palette

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Pantone P Process Black

Pantone ­– ––

CMYK: 0 / 0 / 0 / 100

CMYK: 0/ 0/ 0/ 0

RGB: 35 / 31 / 32

RGB: 225/ 225/ 225

HEX: #231F20

HEX: #FFFFFF

Core Color Palette The Conservation Tales identity system should be produced using the core color palette. In contexts where the use of core colors is not an option, or when core colors conflict with the application, the identity system may be reproduced in the secondary color palette or neutral color palette.

Secondary Color Palette When finding an appropriate secondary color, first reference the chosen secondary colors that compliment the core colors. The secondary color palette anticipates the need for a fuller range of colors that works in conjunction with the core colors of the Conservation Tales identity system. The secondary color palette may also be used for contexts where there is demand for a coordinated spectrum of related colors (e.g. print collaterals).

Neutral Color Palette The neutral palette acts as a foundation that works with both core and secondary palettes. Ample use of white as a canvas with monochromatic blacks and grays for elements such as type and paragraph rules will give the primary and secondary palette vibrancy and prominence.

*NOTE: Pantone (PMS), CMYK, RGB and Hex values are provided and should be used in the appropriate context. Pantone and CMYK should be used for print collaterals; RGB and Hex values should be used online. Pantone colors are typically used for one-color print jobs, however the CMYK color values will be used for the majority of your print collaterals.


INTEGRITY OF THE IDENTITY DESIGN The Conservation Tales identity is the official mark of the business and should be rendered with the utmost consistency and dignity. It should never be tweaked, stretched, or otherwise manipulated. This page shows typical mistakes to be avoided.

DO NOT CHANGE THE T YPEFACE

DO NOT APPLY ANY FILTERS SUCH AS DROP SHADOWS OR EMBOSS

DO NOT STRETCH THE IDENTIT Y DESIGN IN ANY DIREC TION OTHER THAN IN PROPORTION

DO NOT CREATE ALTERNATE LOCKUPS OTHER THAN THE ONES PROVIDED

DO NOT ADJUST THE PL ACEMENT, SPACING, AND/OR SCALE OF ANY ELEMENT OF THE IDENTIT Y DESIGN

• Do not change the typeface • Do not adjust the placement, spacing, and/or scale of any element of the identity design • Do not apply any filters such as drop shadows or emboss • Do not outline any part of the identity design • Do not stretch the identity design in any direction other than in proportion • Do not apply stroke to the identity design • Do not create alternate lock-ups other than the ones provided • Do not change the lock-up combinations

DO NOT OUTLINE ANY PART OF THE IDENTIT Y DESIGN

DO NOT APPLY STROKE TO THE IDENTIT Y DESIGN

DO NOT CHANGE THE LOCKUP COMBOS

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Signature

IDENTITY FILES INDEX Included on pages 38-50 are the following versions of the Conservation Tales identity files:

conservation_tales_signature_blue.jpg conservation_tales_signature_blue.eps conservation_tales_signature_blue.png conservation_tales_signature_blue.pdf

conservation_tales_signature_black.jpg conservation_tales_signature_black.eps conservation_tales_signature_black.png conservation_tales_signature_black.pdf

• • • • • • • • • • • •

Conservation Tales Signature Conservation Tales Alternate Signature #1 Conservation Tales Book Signature Conservation Tales Logomark Conservation Tales Horizontal Lock-up Conservation Tales Vertical Lock-up Conservation Tales Secondary Horizontal Lock-up Conservation Tales Tertiary Horizontal Lock-up Conservation Tales Midwest Lock-up Conservation Tales Gulf Coast Lock-up Conservation Tales Africa Lock-up Conservation Tales Junior Badge Lock-up

Each of these versions are provided in color, black, and white options. All the files are provided in the following formats: JPEG, EPS, PNG, and PDF. Notes for the file format usage: • JPEG and files are intended mostly for online use, but they have been saved at a high quality, providing you flexibility in its use. JPEG is a flattened graphic and contains a white background. • PNG files are intended for your website. It is a transparent graphic, which means that it is not attached to any background color or flattened. • PDF files are intended for use with print. They are a scalable vector format, which does not lose quality when printed in large or small sizes. • EPS files are intended for use with print. They are a scalable vector format, which does not lose quality when printed in large or small sizes. It is a transparent graphic, which means that it is not attached to any background color or flattened. Depending on your use, you may need to scale the JPEG or PNG formats down to the size you need and optimize them for your specific use.

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Alternate Signature #1

conservation_tales_alt_signature1_blue.jpg conservation_tales_alt_signature1_blue.eps conservation_tales_alt_signature1_blue.png conservation_tales_alt_signature1_blue.pdf

conservation_tales_alt_signature1_black.jpg conservation_tales_alt_signature1_black.eps conservation_tales_alt_signature1_black.png conservation_tales_alt_signature1_black.pdf

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Book Signature

conservation_tales_book_signature_color.jpg conservation_tales_book_signature_color.eps conservation_tales_book_signature_color.png conservation_tales_book_signature_color.pdf

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Logomark

conservation_tales_logomark_color.jpg conservation_tales_logomark_color.eps conservation_tales_logomark_color.png conservation_tales_logomark_color.pdf

conservation_tales_logomark_black.jpg conservation_tales_logomark_black.eps conservation_tales_logomark_black.png conservation_tales_logomark_black.pdf

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Horizontal Lock-up

conservation_tales_horizontal_lockup _color.jpg conservation_tales_horizontal_lockup _color.eps conservation_tales_horizontal_lockup _color.png conservation_tales_horizontal_lockup _color.pdf

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conservation_tales_horizontal_lockup _black.jpg conservation_tales_horizontal_lockup _black.eps conservation_tales_horizontal_lockup _black.png conservation_tales_horizontal_lockup _black.pdf


Vertical Lock-up

conservation_tales_vertical_lockup _color.jpg conservation_tales_vertical_lockup _color.eps conservation_tales_vertical_lockup _color.png conservation_tales_vertical_lockup _color.pdf

conservation_tales_vertical_lockup _black.jpg conservation_tales_vertical_lockup _black.eps conservation_tales_vertical_lockup _black.png conservation_tales_vertical_lockup _black.pdf

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Secondary Horizontal Lock-up

conservation_tales_sec_horizontal_lockup _color.jpg conservation_tales_sec_horizontal_lockup _color.eps conservation_tales_sec_horizontal_lockup _color.png conservation_tales_sec_horizontal_lockup _color.pdf

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conservation_tales_sec_horizontal_lockup _black.jpg conservation_tales_sec_horizontal_lockup _black.eps conservation_tales_sec_horizontal_lockup _black.png conservation_tales_sec_horizontal_lockup _black.pdf


Tertiary Horizontal Lock-up

conservation_tales_tert_horizontal_lockup _color.jpg conservation_tales_tert_horizontal_lockup _color.eps conservation_tales_tert_horizontal_lockup _color.png conservation_tales_tert_horizontal_lockup _color.pdf

conservation_tales_tert_horizontal_lockup _black.jpg conservation_tales_tert_horizontal_lockup _black.eps conservation_tales_tert_horizontal_lockup _black.png conservation_tales_tert_horizontal_lockup _black.pdf

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Midwest Lock-up

conservation_tales_special_midwest_b&w.jpg conservation_tales_special_midwest_b&w.eps conservation_tales_special_midwest_b&w.png conservation_tales_special_midwest_b&w.pdf

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conservation_tales_special_midwest_black.jpg conservation_tales_special_midwest_black.eps conservation_tales_special_midwest_black.png conservation_tales_special_midwest_black.pdf


Gulf Coast Lock-up

conservation_tales_special_gulfcoast_lockup _b&w.jpg conservation_tales_special_gulfcoast_lockup _b&w.eps conservation_tales_special_gulfcoast_lockup _b&w.png conservation_tales_special_gulfcoast_lockup _b&w.pdf

conservation_tales_special_gulfcoast_lockup _black.jpg conservation_tales_special_gulfcoast_lockup _black.eps conservation_tales_special_gulfcoast_lockup _black.png conservation_tales_special_gulfcoast_lockup _black.pdf

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Africa Lock-up

conservation_tales_special_africa_lockup _b&w.jpg conservation_tales_special_africa_lockup _b&w.eps conservation_tales_special_africa_lockup _b&w.png conservation_tales_special_africa_lockup _b&w.pdf

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conservation_tales_special_africa_lockup _black.jpg conservation_tales_special_africa_lockup _black.eps conservation_tales_special_africa_lockup _black.png conservation_tales_special_africa_lockup _black.pdf


Junior Badge Lock-up

conservation_tales_ junior_badge_color.jpg conservation_tales_ junior_badge_color.eps conservation_tales_ junior_badge_color.png conservation_tales_ junior_badge_color.pdf

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IDENTITY MANUAL Thank you