Driftless Curiosity Guidelines

www.driftlesscuriosity.org

15270 Haucke Ln, Viola,WI 54664 (608)-475-3687 info@driftlesscuriosity.org

TABLE OF CONTENTS ABOUT THE BRAND . . . . . . . 4 MARK . . . . . . . . . . . . . . . . . 6 ICONOGRAPHY. . . . . . . . . 20 APPLICATIONS . . . . . . . . . . 28 SOCIAL MEDIA. . . . . . . . . . 36

Driftless Curiosity | BRAND GUIDELINES

STAY CURIOUS Following the guidelines outlined in this manual will ensure the branding is used in a consistent way that upholds the aesthetic standards and keeps the brand looking professional.

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ABOUT THE BRAND

MOODBOARD MULTICOLORED FOUR SEASONS Driftless Curiosity is vibrant and joyful. The brand embodies a fun spirit and mindful values and actions concerning personal, social, and planetary wellness.

The branding is grounded in the mission and vision and inspired by Driftless topography, forms of local rivers, and the concept of three types of curiosity. It is multicolored, from a color pallet based on the four seasons and photos from the farm where Driftless Curiosity is located.

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*Cognitive scientists have identified three types of curiosity: Diversive curiosity: the attraction to everything novel, which is with us from early childhood.

Epistemic curiosity: a desire to learn and understand.

Empathic curiosity: an interest in the thoughts and feelings of others.

From Ian Leslie’s, Curious: The Desire to Know and Why Your Future Depends On It

Driftless Curiosity | BRAND GUIDELINES

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MARK

PRIMARY LOGOS The tone of voice of the brand is joyful, fun, inclusive, and kind. This is reflected in the logo and brand development. The image includes three variegated landscape lines (representing the three kinds of curiosity) and our message of connection with the land. The words, “driftless curiosity” are in clean legible lettering below the image with one word per line.

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Driftless Curiosity | BRAND GUIDELINES

MINIMUM SIZE

1 inch

1.8 inch

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MARK

PRIMARY LOGOS

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Driftless Curiosity | BRAND GUIDELINES WHEN HAVING A DARK BACKGROUND

WHEN HAVING A WHITE BACKGROUND

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MARK

SECONDARY LOGOS Driftless Curiosity’s secondary colors can be used in place of the primary logo, but should never be used next to the primary logo. Driftless Curiosity’s colors are based on the four seasons palette. The logo has variants for each of the seasons. The monochromatic versions of the logo can be used as a profile picture for social media and the colors can be changed with the seasons.

A) Winter B) Spring C) Summer D) Autumn

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Driftless Curiosity | BRAND GUIDELINES WEB

LOGOTYPE

FLAT COLORS

MONOCROMATIC

A)

B)

C)

D) 11

MARK

CONSTRUCTION Taking the height of the r from the word driftless, the elements were aligned on the mark. To ensure legibility, always keep this minimum clear space around the logo. This space isolates the mark from any competing graphic elements like other logos or body copy that may conflict with, overcrowd, or otherwise lessen the impact of Driftless Curiosity’s mark.

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Driftless Curiosity | BRAND GUIDELINES

CLEAR SPACE

1x x 3/4

x

8.5 x

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MARK

UNACCEPTABLE USAGE A) DONT’ STRETCH OR SQUASH B )DON’T ROTATE THE LOGO OR ANY OF ITS PARTS C) DON’T PLACE ELEMENTS INSIDE THE CLEAR SPACE D) DON’T CHANGE THE PROPORTION BETWEEN THE ELEMENTS E) DON’T USE DROP SHADOWS F) DON’T CHANGE THE COLOR PALETTE. SEE SECONDARY COLOR SECTION G) DON’T USE THE INCORRECT LOGO ON PHOTOGRAPHY OR ON DARK BAKGROUND. SEE PAGE 9.

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Driftless Curiosity | BRAND GUIDELINES A)

C)

B)

E)

F)

D)

G)

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MARK

COLOR PALETTE Color is an integral part of brand identity. It will communicate the voice and reinforce the cohesiveness of the brand. Driftless Curiosity’s color palette is based on colors throughout the four seasons found around the farm where Driftless Curiosity is located. Some variants were created for secondary logos. All colors on this palette can be used to create gradients for the application (print and digital).

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Driftless Curiosity | BRAND GUIDELINES

CMYK:

65,60,57,38

92,53,79,0

70,15,51,0

53,4,38,0

63,0,18,0

33,0,13,0

RGB:

76,74,76

36,110,90

77,166,145

120,193,173

71,195,211

167,219,221

HEX:

#4c4a4c

#246e5a

#4da691

#78c1ad

#47c3d3

#a7dbdd

CMYK:

66,22,100,6

24,0,41,0

52,81,0,0

40,53,0,6

8,21,0,0

0,78,16,0

RGB:

100,148,63

198,225,173

138,80,60

157,129,187

227,203,226

240,95,143

HEX:

# 64943f

#c6e1ad

#8a50a0

#9d81bb

#e3cbe2

#f05f8f

CMYK:

0,27,86,0

11,58,96,1

0,49,58,0

2,24,22,0

RGB:

254,191,62

221,128,44

247,152,110

244,199,185

HEX:

#febf3e

#dd802c

#f7986e

#f4c7b9

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MARK

TYPOGRAPHY Our typography reflects who we are as a brand. We communicate the joyful and fun part of the brand with the colorful and organic forms, while our lucidity and effectiveness are expressed through the typography. Using the same typography on all applications helps to maintain a consistent tone of voice aligned with the core of the brand.

Driftless Curiosity | BRAND GUIDELINES DISPLAY TYPOGRAPHY

BODY TEXT TYPOGRAPHY

ON WEBSITE TABS

ON APPLICATIONS

Bebas Neue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Avenir Roman ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz 0123456789 Avenir Medium ABCDEFGHIJKLMNO

DISPLAY TYPOGRAPHY

PQRSTUVWXYZ

ON APPLICATIONS

abcdefghijklmnopqr

Avenir Black

stuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789

abcdefghijklmnopqrstuvwxyz 0123456789

Avenir Light ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrs tuvwxyz 0123456789 19

ICONOGRAPHY COLOR

Icon’s are extremely useful and essential in Driftless Curiosity’s marketing.

Adding icons and illustrations to the brand will display points of interest and help to separate categories of information. They represent Driftless Curiosity’s message of connecting with nature. The primary iconography is used on the website and can be used on all applications. The secondary iconography is for social media and applications.

SECONDARY ICONOGRAPHY IN COLOR

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camping

cooking

eco-tips

eco-tips

Driftless Curiosity | BRAND GUIDELINES PRIMARY ICONOGRAPHY IN COLOR

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ICONOGRAPHY BLACK AND WHITE

Black stroke icons can be used on white or flat bright backgrounds. If the icons are just for decoration purposes, they can be used without typography (like the banner above).

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Driftless Curiosity | BRAND GUIDELINES

curiosity workshop

mission

vision

our stories

spring

summer

the land

autumn

winter

contact us

donate

gallery

team

camping

cooking

eco-tips

resources

get involved

eco-tips 23

ICONOGRAPHY WEB

White stroke icons can be used on a dark or gradient background.

The iconography on the website is used on white to maintain the clean design and visual message. These are some examples using the gradient on the logo.

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Driftless Curiosity | BRAND GUIDELINES

the land

mission

our stories

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ICONOGRAPHY APPLICATIONS

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Driftless Curiosity | BRAND GUIDELINES

Using iconography on applications will engage users in the process of recognition of the brand.

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APPLICATIONS

The following are some examples of how all of the elements come together to form various products such as business cards, stationary, letterhead, etc.

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Driftless Curiosity | BRAND GUIDELINES

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APPLICATIONS

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Driftless Curiosity | BRAND GUIDELINES

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APPLICATIONS

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Driftless Curiosity | BRAND GUIDELINES

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APPLICATIONS All the email accounts will use gmail plattaform. They will have this same signature saved as an animated gif. It should be set as big size according to gmail settings.

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Driftless Curiosity | BRAND GUIDELINES

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SOCIAL MEDIA Events

Icons can be used on black or on white for facebook and instagram events style. Logo should be used into the circle. Arrows on white or black can be used to give an informal and natural environment.

There were create four different styles to use for that purpose.

Elements and texture can be used following the color palette of the brand.

The following are some examples of facebook events.

A) Spring B) Summer C) Autumn D) Winter

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Driftless Curiosity | BRAND GUIDELINES

A)

B)

C)

D) 37

SOCIAL MEDIA Facebook Cover

Having a clean but playful cover will contrast with the photos and colorful postcards on the feeding.

The cover and profile photo will change according to the season,using the icons as a part of the cover design, interacting with the typography.

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Driftless Curiosity | BRAND GUIDELINES SAMPLE OF FACEBOOK COVER | SPRING

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SOCIAL MEDIA Facebook Cover

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Driftless Curiosity | BRAND GUIDELINES SUMMER FACEBOOK COVER

AUTUMN FACEBOOK COVER

WINTER FACEBOOK COVER

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