Style Guide - MARS Part 1 by Viennamay Sauvage

2024/2025

Part 1

Vienna May Sauvage - Setting Sun Creative

About This Book

Welcome to your new Branding Style Guide – your friendly helper that’s here to make your brand shine! Big congrats on getting your new branding package - we are so happy to have helped you turn your dreams into reality.

Now that you’ve got the keys to your new look, this guide is your trusty sidekick, here to show you how to use your brand in a way that’s consistent, easy, and accessible for all.

Inside, we’ll spill the beans on everything – from colors to fonts, logos to merch. These are the puzzle pieces of your story. So, as you start this adventure, think of this document as your guidebook, making sure every move, whether it’s a post, a campaign, or a chat with customers, totally feels like you.

Here’s to creating some wonderful experiences and strong connections, all guided by what makes your brand super special!

Primary Logo

People and birds come together in this updated logo, where the silhouette of a raven, perched on the right, faces a gentle hand holding an oak leaf. This imagery symbolizes the delicate balance between humans, nature, and wildlife.

The raven, known for its intelligence and adaptability, represents the resilience of the animals MARS rescues. The cupped hand signifies human care, compassion, and stewardship, while the oak leaf reflects strength, growth, and the natural environment that MARS works to protect. Organic lines in the illustration, combined with a bold yet clean font, create a friendly and inviting impression.

The primary logo will be used for signage, merchandise, digital platforms, and promotional materials. A vertical orientation is preferred to ensure readability and adaptability across these mediums. The logo has a tagline version which is optional and can be included or removed depending on the application.

Logo Variants

Vertical Logo with or without Tagline

Both the horizontal and vertical logo variations are available for use with or without the tagline. Depending on the application, including the tagline may or may not be appropriate.

Due to its small size, the logo with the tagline should only be used in situations where the text remains clear and legible.

Horizontal Logo with or without Tagline

Logo Variants

Logo Icons and Colour Options

All logo variations are available for use in any of the colour options shown. The cream logo is shown at a smaller scale on a black background for visibility, but should be used at the same scale as the other colour variants.

Correct Logo Use

All logo variants can be recoloured using the approved colour palette and colour combinations.

If a text-only logo is needed, the logo text can be used with or without the tagline.

The tagline logos can be used interchangeably with their nontagline counterparts.

Alternate logo icons may be used when appropriate, at the user’s discretion.

Incorrect Logo Use

Do not mix colour combinations for the logo or use colours not within the approved colours

Do not adjust the opacity

Do not place on busy elements of photos or use poor contrast

Do not stretch or warp the logo disproportionately

Do not outline the logo

Do not rotate the logo

Primary Colours

Pantone 7749 C

CMYK: 53, 39, 92, 20

RGB: 115, 116, 56

Hex: #737438

Pantone: 7408 C

CMYK: 3, 25, 99, 0

RGB: 245, 191, 24

Hex: #f5bf18

Pantone: 167 C

CMYK: 19, 78, 99, 7

RGB: 191, 84, 40

Hex: #bf5428

Pantone: P 1-9 U

CMYK: 1, 1, 8, 0

RGB: 250, 247, 235

Hex: faf7eb

Pantone: 419 C

CMYK: 6, 0, 3, 86

RGB: 33, 35, 34

Hex: #212322

Pantone: 7700 C

CMYK: 91, 60, 33, 13

RGB: 28, 92, 125

Hex: #1c5c7d

Pantone: 7636 C

CMYK: 19, 100, 61, 6

RGB: 191, 32, 78

Hex: #bf204e

Pantone: 519 C

CMYK: 70, 90, 34, 23

RGB: 89, 49, 95

Hex: #59315f

CMYK: 62, 52, 93, 50

RGB: 69, 69, 34

Hex: #454522

CMYK: 32, 19, 73, 0

RGB: 181, 182, 104

Hex: #b5b668

CMYK: 37, 12, 0, 97

RGB: 5, 7, 8

Hex: #050708

CMYK: 10, 0, 16, 73

RGB: 61, 68, 57

Hex: #3d4339

Secondary Colours

CMYK: 28, 42, 100, 5

RGB: 183, 142, 46

Hex: #b78e2e

CMYK: 32, 81, 100, 37

RGB: 124, 55, 25

Hex: #7c3719

CMYK: 8, 9, 36, 0

RGB: 235, 222, 173

Hex: #ebdead

CMYK: 0, 15, 83, 0

RGB: 255, 212, 71

Hex: #ffd447

CMYK: 95, 71, 50, 47

RGB: 11, 51, 68

Hex: #0b3344

CMYK: 7, 67, 87, 0

RGB: 226, 115, 58

Hex: #e2733a

CMYK: 33, 99, 68, 37

RGB: 122, 21, 50

Hex: #7a1532

CMYK: 4, 5, 21, 0

RGB: 243, 235, 206

Hex: #f3ebce

CMYK: 75, 87, 47, 58

RGB: 50, 27, 54

Hex: #321b36

CMYK: 75, 25, 3, 0

RGB: 38, 154, 209

Hex: #269ad1

CMYK: 7, 83, 31, 0

RGB: 225, 82, 123

Hex: #e1527b

CMYK: 53, 83, 7, 0

RGB: 139, 76, 148

Hex: #8b4c94

CMYK: 37, 12, 0, 97

RGB: 5, 7, 8

Hex: #050708

Greyscale

CMYK: 6, 0, 3, 86

RGB: 33, 35, 34

Hex: #212322

CMYK: 10, 0, 16, 73

RGB: 61, 68, 57

Hex: #3d4339

CMYK: 8, 0, 17, 58

RGB: 99, 108, 90

Hex: #636c5a

CMYK: 6, 0, 16, 43

RGB: 137, 146, 123

Hex: #89927b

CMYK: 4, 0, 10, 28

RGB: 176, 183, 165

Hex: #b0b7a5

The 10-step greyscale is included for both digital and print applications. It provides a range of tones outside and between the Primary Colours off-black (Step 2) and cream (step 9). The greyscale has a green hue that aligns with the brand’s current colour palette.

The greyscale should be used in design elements where readability and contrast are key. It ensures visual balance, particularly on the website, and supports accessibility standards for clear and effective communication.

CMYK: 4, 0, 6, 14

RGB: 212, 220, 206

Hex: #d4dcce

CMYK: 1, 0, 6, 6

RGB: 236, 239, 225

Hex: #ecefe1

CMYK: 1, 1, 8, 0

RGB: 250, 247, 235

Hex: faf7eb

CMYK: 0, 0, 3, 2

RGB: 251, 251, 243

Hex: #fbfbf3

Colour Contrast

Large Text-Only Combinations

Large text is defined as 14-point (typically 18.66px) and bold or larger, or 18-point (typically 24px) or larger. When legibility and accessibility are a concern, these five colour combinations should be used only within these parameters. They may also be used in graphics or text where strict legibility and accessibility are not required.

Blue on Yellow Cream on Orange Black on Orange Black on Green Pink on Yellow

Standard Combinations

On Neutrals

On Colours

Black on Cream

Purple on Yellow

Purple on Cream Green on Cream

Pink on Cream

Black on Yellow

Blue on Cream

Poor Combinations

These are specifically not for use with text and graphics that need to be legible. Some graphics may benefit from the use of ‘poor’ colour combinations, or a combination of similar primary/secondary colours, but only where legibility and accessibility are not a concern.

Orange on Yellow

Pink on Orange

Cream on Yellow

Purple on Orange

Purple on Pink

Blue on Orange

Purple on Green

Blue on Black Blue on Green Pink on Black Yellow on Green Purple on Black Orange on Green Pink on Blue

Pink on Green Purple on Blue