Style Guide - MARS Part 1

Brand Guide 2024/2025 Part 1

Vienna May Sauvage - Setting Sun Creative

Table of Contents

2.

Table of Contents

4. About This Book 6.

Logo Types

18. Logo Usage 22. Colours 30. Typography 32. Web Assets - Icons 40. Part 2

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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!

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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.

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Secondary Logo

In situations where vertical space is limited, such as on narrow banners, social media profiles, mobile interfaces, or in email signatures, the secondary horizontal logo offers a more practical and visually balanced option. Its streamlined orientation ensures that the logo remains clear and recognizable, even when displayed at smaller sizes or in constrained layouts.

The logo has a tagline version which is optional and can be included or removed depending on the application.

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Logo Icon

In situations where space is limited and small details may be lost, the icon logo works best. Uses for this logo include event signage and name tags, social media profile pictures, stickers and promotional items.

You can also find this logo mark on wayfinding such as the front door and directional signage, all throughout social media, and available for sale on unique merchandise. The text-free logo icon does not have a tagline version.

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Logo Spacing The spacing around the logo has been carefully considered to ensure optimal readability, provide sufficient breathing room, and maintain consistency across all applications. This thoughtful spacing enhances the overall clarity and visual appeal of the logo, making it easy to recognize and understand.

Both the vertical and horizontal space surrounding the icon and accompanying text are uniform, improving legibility and ensuring the logo communicates a clear, cohesive visual from any distance.

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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

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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.

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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.

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

Do not stretch or warp the logo disproportionately

Do not adjust the opacity

Do not outline the logo

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

Do not rotate the logo

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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

Secondary Colours CMYK: 62, 52, 93, 50 RGB: 69, 69, 34 Hex: #454522

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: 32, 19, 73, 0 RGB: 181, 182, 104 Hex: #b5b668

CMYK: 0, 15, 83, 0 RGB: 255, 212, 71 Hex: #ffd447

CMYK: 7, 67, 87, 0 RGB: 226, 115, 58 Hex: #e2733a

CMYK: 4, 5, 21, 0 RGB: 243, 235, 206 Hex: #f3ebce

CMYK: 37, 12, 0, 97 RGB: 5, 7, 8 Hex: #050708

CMYK: 95, 71, 50, 47 RGB: 11, 51, 68 Hex: #0b3344

CMYK: 33, 99, 68, 37 RGB: 122, 21, 50 Hex: #7a1532

CMYK: 75, 87, 47, 58 RGB: 50, 27, 54 Hex: #321b36

CMYK: 10, 0, 16, 73 RGB: 61, 68, 57 Hex: #3d4339

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

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Greyscale

CMYK: 37, 12, 0, 97 RGB: 5, 7, 8 Hex: #050708

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

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, 10, 28 RGB: 176, 183, 165 Hex: #b0b7a5

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

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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

Pink on Yellow

Cream on Orange

Black on Orange

Black on Green

Standard Combinations On Neutrals

Black on Cream

Purple on Cream

Pink on Cream

Blue on Cream

Green on Cream

On Colours

Purple on Yellow

Black on Yellow

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Poor Combinations

Pink on Orange

Purple on Orange

Blue on Orange

Orange on Yellow

Cream on Yellow

Purple on Pink

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.

Blue on Black

Pink on Black

Purple on Black

Pink on Blue

Purple on Blue

Purple on Green

Blue on Green

Yellow on Green

Orange on Green

Pink on Green

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Typography ZENON Black a b c d e f g h i j k l m n o p q rs t uvwxyz A B C D E F G H I J K L M N O P Q R S T U VW X Y Z 0123456789?!@#$%&*., ZENON Book a b c d e f g h i j kl m n o p q rs t uvwxyz A B C D E F G H I J K L M N O P Q R S T U VWX Y Z 0123456789?!@#$%&*., ZENON Medium a b c d e f g h i j k l m n o p q rs t uvwxyz A B C D E F G H I J K L M N O P Q R S T U VW X Y Z 0123456789?!@#$%&*., ZENON Bold a b c d e f g h i j k l m n o p q rs t uvwxyz A B C D E F G H I J K L M N O P Q R S T U VW X Y Z 0123456789?!@#$%&*.,

Atkinson Hyperlegible Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789?!@#$%&*.,

Interstate Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789?!@#$%&*.,

Atkinson Hyperlegible Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789?!@#$%&*.,

Interstate Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789?!@#$%&*.,

Atkinson Hyperlegible Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789?!@#$%&*.,

Interstate Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789?!@#$%&*.,

Atkinson Hyperlegible Italic Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789?!@#$%&*.,

Interstate Black abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789?!@#$%&*.,

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Web Assets - Icons Each icon has a square version and a corresponding cutout, both of which can be used in any of the approved colours. Since each icon is a cutout, the empty space is transparent.

Avoid placing icons over busy areas that could negatively affect legibility.

Logo

Bird

Website Pages About Us

Our Team

News

About the Hospital

Gift Shop

Emergency Information

Donate Funds

Donate Goods

Visit Us

Birds

Native Plants

Tours

Tool Library

Ambassador Bird Visits

Contact Us

Get Involved

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Web Assets - Icons Contact Hours

Phone

Email

Location

Hospital Hours

Hospital Phone

Instagram

Facebook

Mailing Address

Youtube

Page Sections Nestling

Fledgling

Bat

Brancher

Fawn

Raccoon

Seal Pup

Misc X Mark

Check Mark

Admission by Donation

Stroller Friendly

Dogs Not Allowed

Baby Changing Station

Wheelchair Accessible

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Web Assets - Icons Ambassador Birds Marlowe

Horus

Nimpkish & Kokish

Otus Jr.

Shakespeare

Humpty

Hyacinth

Lanei

Brinley

Sawyer

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Web Assets - Icons Separators

Arrows

Page Shapes

Lists - Letters

Lists - Numbers

Lists - Roman Numerals

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Part 2

This brand guide contains the first phase of the MARS rebrand. In Part 1, we introduced the new logo suite and explored its usage guidelines, including primary and secondary colour palettes, a complementary greyscale palette, typography, colour combinations, website icons, ambassador bird icons, and additional website assets.

In Part 2, we will dive into the custom illustrations created for website animation, as well as a range of brand collateral including merchandise, wayfinding elements, business cards, ID tags, and final notes to wrap up the rebrand.

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