Sleeping Bear Wildlife Fund Brand Guidelines

BRAND GUIDELINES

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THE VALUE OF CONSISTENCY Keeping your brand cohesive is essential to the professionalism and stability of the identity. In this guide you’ll find helpful tips to keep your logo usage and brand identity consistent without questioning how and when to use your new assets.

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PRIMARY LOGO This is the main logo that will represent your brand in most instances. Using this design consistently will help audiences easily identify your business. Applying the logo with care and respect to these guidelines is essential to the professionalism of the brand.

Use this logo when horizontal space is limited, and a more compact application is appropriate.

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PRIMARY LOGO MARK The primary icon features an owl, a fox, and a tree. The owl and fox represent the animals Sleeping Bear Wildlife Fund hopes to rescue and care for - animals on land and in the sky and everything in between. It also features a pine tree that is unique to Michigan’s landscape.

Use the logo mark when the primary logo is not necessary, or if the brand name is already displayed in plain text. For example, in social media profiles, favicons, or icons on website.

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ALTERNATE LOCKUP (HORIZONTAL LOGO)

This is a wide form of the primary logo. Use this logo when vertical space is limited, and a more horizontal application is appropriate.

For example, advertisements, merchandise, website navigation, signage, etc.

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A.

B.

C.

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SECONDARY LOGOS (ALTERNATIVE VARIATIONS)

When the primary logos are not used, these logo variations, or alternative variations, may be used to supplement the brand in a more informal setting.

Use these variation in place of the primary logo, and never directly next to the primary logo, as it is repetitive to the audience. These designs may present a more casual and fun approach on marketing materials.

A. & B. BADGE & ALTERNATIVE BADGE

Use these badges, or emblems, when the primary logo is not necessary, but brand name should be displayed. Use this mark when viewers are familiar with the brand. For example, use this logo on merchandise (Shirts, hats, stickers, etc), on the second page of printed materials or presentations, and as a watermark on photos.

C. ALTERNATE MARK

Similar to the emblem/badge use this design when the primary logo is not necessary, or if the brand name is already displayed in plain text. Use this mark when viewers are familiar with the brand. For example, use this logo on the second page of printed materials, letterheads, presentations, or as a secondary graphic element on materials.

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POSITIONING

When placing the logo, it is important to be mindful of clear space around the design. This space isolates the design without allowing other content to overcrowd, clash with, or diminish the integrity of the design.

This clear space is measured by the height of the “E” in “Sleeping Bear.”

When resizing, or scaling, the logo, make sure the logo is still readable at it’s smallest size. Each logo should never be used smaller than the minimum height suggested.

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MINIMUM HEIGHT: 0.75"

MINIMUM HEIGHT: 0.25"

MINIMUM HEIGHT: 0.25"

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PROPORTION

ROTATION

RE-COLORING

Don’t squish or stretch the logo to fit it into a space. Always scale proportionally or use the included variations.

Don’t rotate the logo.

Don’t change the color of the logo.

Use the color options provided in the final logo files.

CLEAR SPACE

ADJUSTING ELEMENTS

USING COLOR VARIATIONS

Don’t add any elements to the clear space surrounding the logo.

Don’t scale, or re-size, any elements of the logo.

Additionally, do not add any unofficial elements to the logo.

Don’t put a mid-tone logo on a midtone background. Be sure to always make sure there is high contrast between the logo and it’s background.

STYLING EFFECTS

RE-ARRANGING

ADDING A CONTAINER

Don’t add a drop shadow or other styling effects to the logo.

Don’t re-arrange parts or create new compositions of the logo.

When applicable, use the secondary logos instead.

Don’t contain the logo in a box on a background. Use the proper logo file to place a transparent logo background on a photo or solid color.

RESTORING MICHIGAN’S WILDLIFE

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UNACCEPTABLE USAGE Consistency with placement and use of the logo is essential to maintain the integrity of the brand.

The logo should never be re-colored, altered, distorted, skewed, squished, or compromised in any way other than the recommended use outlined in this guide.

Included are examples of wrong ways of using the logo, these should NEVER be done.

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PRIMARY COLORS SAND CMYK: 7 / 11 / 14 / 0 RGB: 234 / 222 / 211 HEX: #EADED3

COLOR PALETTE

Using color consistently is an integral part of brand identy. It reinforces cohesiveness of the brand, and psychologically communicates a feeling or message to the vewer.

WARM GRAY CMYK: 30 / 30 / 34 / 0 RGB: 182 / 169 / 160

This color pallette uses shades of green oranges and browns to represent nature.

HEX: #B6A9A0

Additional secondary colors have been selected to highlight and compliment the primary colors. Consider using these additional colors in monochromatic designs. For example, layer the greens BROWN BARK CMYK: 46 / 72 / 69 / 52

with text and icons in the three different green colors.

RGB: 86 / 51 / 46 HEX: #56332E

ORANGE

SECONDARY COLORS

CMYK: 10 / 64 / 72 / 0

LIGHT GREEN

SKY BLUE

RGB: 221 / 120 / 83

CMYK: 44 / 14 / 47 / 0

CMYK: 48 / 27 / 24 / 0

HEX: #DD7853

RGB: 149 / 183 / 150

RGB: 138 / 165 / 178

HEX: #95B796

HEX: # 8AA5B2

PINE GREEN

DEEP LAKE

CMYK: 70 / 47 / 70 / 36

CMYK: 73 / 58 / 51 / 33

RGB: / /

RGB: 68 / 79 / 87

HEX: # 445746

HEX: #444F57

SUNSHINE

BURNT ORANGE

CMYK: 2 / 15 / 50 / 0

CMYK: 31 / 72 / 78 / 23

RGB: 249 / 214 / 144

RGB: 147 / 80 / 59

HEX: #F9D690

HEX: #93503B

GREEN FERN CMYK: 62 / 28 / 65 / 7 RGB: 105 / 142 / 109 HEX: #698E6D

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PRIMARY COLORS

DEEP LAKE + ORANGE

ORANGE + BROWN BARK

SKY BLUE + SAND

PINE GREEN + GREEN FERN

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LOGO COLOR USE When using the logos, choosing a color to use is often dependent on the background color.

The logos will mostly be used in full color (A). When that isn’t an option, please use a variation (B, C, & D).

A. FULL COLOR LOGO

This logo is the full color version. Use this full color logo on a light or white background.

B & C. LIGHT 1-COLOR LOGO ON DARK BACKGROUND

When the full color logo is not available, it is appropriate to use the one-color light sand logo on a dark brand color background, or white logo on black background. The logo mark on the light-colored logos have been simplieifed and filled in, and the outines are absent, to keep the inside of the animals light.

D. DARK 1-COLOR LOGO ON LIGHT BACKGROUND

When the full color logo is not available, it is appropriate to use the one-color dark brown logo on a light brand color background, or black logo on white background. The logo mark on the dark-colored logos has been simplified to outlines, keeping the inside of the animals light.

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A.

B.

C.

D.

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UNACCEPTABLE COLOR USE When using your logo, it’s imporant to keep high contrast from the background, and make the animals visually appealing.

These are unacceptable color uses of the logo and should NEVER be done.

Tips: - Keep the animals’ filled shapes a lighter color.

- Never use two mid-tones on top of one another.

- Keep the full-color version on a light background.

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PHOTO BACKGROUND When placing the logo, on a photo background, it is important that the photo content is not obstructed by the logo, and vise versa.

The contrast between the logo and the photo background must make the logo easy to read. In most cases, it is acceptable to use a white or dark version of the logo, other brand colors may be difficult to read depending on the photo.

A. BE MINDFUL OF CONTENT Don’t place the logo over a complicated or low contrast part of the image, where details are disrupted. - both in the logo and the image.

B. ADD A DARK OVERLAY Do add a black transparent overlay when necessary over the photo, and under the logo. This is useful on website pages, presentation decks, marketing materials, etc.

A.

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B.

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TYPOGRAPHY Use these fonts consistently with proper styling and usage across all applications for a strong brand identity.

Indecise and Montserrat are used in the logo, although they have been slightly modified to create a more custom look.

Indecise Bold can be purchased from myfonts.com.

Montserrat Extra Bold & Medium can be downloaded from fonts.google.com for free. It’s also available to use on Canva.

INDECISE BOLD

ABCDEFGH I JKLMNOPQRSTUVWXYZ

UPPERCASE

Use for headlines

MONTSERRAT EXTRA BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

UPPERCASE Use for sub-headlines

MONTSERRAT MEDIUM Sentence case Use for body copy

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

HEADLINE

SLEEPING BEAR WILDLIFE FUND

SUB-HEADLINE

RESTORING MICHIGAN’S WILDLIFE

BODY TEXT

Riandae odi si serit mi, cum quaectur mi, officip suntio blandandusda pedit occus, quis sedit dolutectum fugit eaquodia aboreperum et occumet aut exerferum.

Doluptatem aut atem volendit, cus pore voloritaquas dollest, nihilit, cone volut velit est fugit pa il im eossiti atquaes esequi temporio doluptati voluptae nonse pos que nonsequi aut deles dolenis alibusciis eosapelic to blaborepta sincil ma quo idus, quaturectum quaturecum quam quias etures voloriam aut quam harchit faccupt aerferae volorem sam voluptas placeped que officaborum.

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SOCIAL MEDIA PROFILE IMAGE

WINDOW SIGNAGE MOCKUP

PEN MOCKUP

SAMPLE APPLICATIONS These are examples of your brand identity across various platforms.

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WEBSITE MOCKUP

T-SHIRT MOCKUP

ADVENTURE PATCH / EMBROIDERY MOCKUP

SIGNAGE MOCKUP

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USING THE LOGO FILES The logos files you receive are broken down into two categories, print vs. web, because the color profiles are slightly different for each application.

PRINT APPLICATIONS (CMYK COLORS)

When printing designs, a digital printer typically uses four process colors Cyan, Magenta, Yellow, Black (CMYK) to create the colors in the design. Use CMYK files for advertisement, signage, merchandise, letterheads, business cards, brochures, magazines, etc.

WEB APPLICATIONS (RGB COLORS)

When viewing your designs online or on a screen (video, website, TV, phone, tables, etc.), these devices use three colors, Red, Green, and Blue (RGB) to create the colors in the design. Use RGB files for designs viewed on mobile devices, tablets, television, computers, videos, websites, social media, etc.

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EPS FILE

An .eps is a vector file that is infinitely scalable and high-resolution with a transparent background. It can only be used in specific software including Adobe programs.

JPG FILE

A .jpg is a common compressed image file. This file format is not meant to be scaled up, as it loses quality. It automatically has a white background flattened with the design.

PDF FILE

A .pdf file is very common and can contain infinitely scalable, high-resolution vector designs when opened with editing software (Adobe programs). It can be saved with a transparent background.

PNG FILE

A .png file is common in web applications. It is similar to a jpeg file in quality, but it can contain a transparent background. It’s not recommended to scale up png files as they lose quality.

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MOVING FORWARD Refer back to this guide when questioning how to use your new brand elements and even reach out for help (meow@pipandcricket.com).

This guide allows for enough flexibility for you to use your new elements how you see fit, with staying consistent across all platforms.

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