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Protecting the Identity

April 2013


This guideline book walks through the Tierra Verde brand promise and the rules and requirements for using the logo in various applications and formats. Use this guide to direct you in using of the Tierra Verde logo to ensure and protect the identity of this brand. If you have questions regarding the guidelines or requirements of the logo please contact: Zachary Sanders Graphic Designer 1 (951) 834 3811 zacharytsanders@gmail.com


TABLE OF CONTENTS Brand Promise

2

Logo Specs

5

Logo Use

7

Logo Variations & Elements

9

Size Requirements & Restrictions

13

Clear Space Requirements

14

Color Requirements & Restrictions

15

Background Do’s & Don’ts

16


1


BRAND PROMISE

Tierra Verde is a community based company that provdides quality, recycled landscaping materials and services. We promise that all our products are 100% recycled and that all are services are done with care and concern for not only the customer’s needs but the needs of the community and environment. We push three very important words into our business; quality, community and environment.

2


3


THE LOGO

4


LOGO & SPECS

This logo directly represents the Tierra Verde brand in the effort to create a strong identity. Quality, community, and environment are all intentionally communicated through this visual logo. By the specific use of colors, shapes, lines, and imagery, Tierra Verde customers and clients are able to understand the Tierra Verde focus of quality, community, and environment. It’s important that the logo conveys the company’s focus and identity but still holding a simple design in that effort. The Tierra Verde logo is able to maintain a clean, beautiful, up to date design and still relay the company’s strong brand by simplifying imagery, color, and symitry within an emblem logo. Specific shapes, imagery, color choices, gradients, line thickness, etc. are all important and needed in order for the final product logo to be successful. The logo is made to look much like a city emblem but still simple enough to convey a strong brand, with an element missing the communication is damaged and therefore the identity is lost. With all the elements present and presented in a specific way, the identity is communicated perfectly as intended.

5


C: 0 M: 75 Y: 100 K: 0

C: 0 M: 80 Y: 95 K: 0 C: 0 M: 10 Y: 95 K: 0

C: 0 M: 30 Y: 85 K: 0

C: 60 M: 0 Y: 2 K: 0

C: 85 M: 50 Y: 0 K: 0

C: 50 M: 0 Y: 100 K: 0

C: 70 M: 100 Y: 0 K: 0

BOLD OUTLINE: The bold outlines make the logo strong and assured, but also youthful to atracted the younger audience such as public school kids. COLOR: The colors all together create a very friendly, cool and warm feel. Yellow: friendship and happiness Blue: refreshing and clean Orange: warm invitation Green: environmental growth IMAGERY: Leaves: pushs the companies concern for the environment and the companies name which means green land Sun: pushes the companies focus of creating community friendships CONTAINING SHAPE: The circular, bold border/containing shape creates an emblem type logo which intentionally alludes to a city logo.

6


LOGO USE

The Tierra Verde logo is always used in simple, clean designed applications much like this document. Light colored back grounds (whites and light greys), white space, and simple text all allow the logo, when used in the simple design, to breath, and be honored and respected for its beautifuld design within a clean environment. The logo brings identity to the application and emphasis on that identity. To conquer this, the logo many times should be the only visual element in the application in order to maintain emphasis on the logo and honor it for how it should be. For example refer to the letterhead, envelope, and business card designs to your right.

7


8


LOGO VARIATIONS & ELEMENTS It’s important to use the right Tierra Verde logo variation in all applications to prevent confusion and ensure a successful identity. The primary logo should be used in all cercumstances that the company name is needed in order for the audience to know the company name to prevent confusion or lack of information. The primary variation logo can be used in instances that either the audience already knows the company name and business or was already conveyed through the use of the primary logo earlier in the application. The company name is just as important as the visual element of the logo. The gray scale variation should be used in applications where color is not an option, such as a black and white printer, and therefore black, white, and gray is the only form of media. It’s important to use this variation when printing in black and white to ensure contrast and emphasism in the logo. The transparent variation can be used in the background of applications to add identity to applications but should only be used in circumstances where text is not over lapping the transparent variations. For example, check out the back side of the letterhead example on page . The “Green Community Project” logo is for the Tierra Verde side project to help strengthen the community and concern for the envrionment through environmentally friendly community projects in Orange County. This logo should only be used in applications promoting this project. This logo is a variation of the primary logo BUT is NOT an alternate option to the primary logo or primary variation logo.

9


GREEN COMMUNITY PROJECT LOGO

PRIMARY LOGO*

TAGLINE

LOGO VARIATIONS

PRIMARY VARIATION

GRAY SCALE VARIATION

TRANSPARENT VARIATION

10


11


RESCTRICTIONS & REQUIREMENTS

12


SIZE RESTRICTIONS & REQUIREMENTS The size of the logo when applying it to any design should be at a moderate size. The logo should not over power the design at all or seem too big. The logo should not be too small in that it’s not being emphasized or recognized. The size of the font verses the size of the logo should always be considered. The thickness of the logo design verses the thickness of the font should not be too far apart. That’s not to say they should be exact but they should complement eachother.

13


CLEAR SPACE REQUIREMENTS Clear space should always be taken into account when applying the logo to any application. Use the circular sun in the logo at the logos desired size and create a perimeter around the logo to determine the clear space. No text or objects should overlap the clear space.

Clear Space

Centered Tagline

Sun

14


COLOR REQUIREMNETS & RESCRICTIONS C: 0 M: 75 Y: 100 K: 0

C: 60 M: 0 Y: 2 K: 0

C: 0 M: 10 Y: 95 K: 0

C: 50 M: 0 Y: 100 K: 0

GRADIENT MIX

GRADIENT MIX

GRADIENT MIX

GRADIENT MIX

C: 0 M: 80 Y: 95 K: 0

C: 85 M: 50 Y: 0 K: 0

C: 0 M: 30 Y: 85 K: 0

C: 70 M: 100 Y: 0 K: 0

Hues should not be mixed. Oranges stay with oranges, blues stay with blues, etc. 15

Tinting the colors to be used in application designs should not be done.

Shading the colors should not be done. Colors should be bold and full of color


BACKGROUND DO’S & DON’TS The logo is most successful on a white background. Always shoot for this.

The logo should not be used on black which hides the outline and visually seeps into the logo in a very poor way.

Grey backgrounds are okay as long as the shade of grey is very light.

The logo is okay on grey backgrounds as long as the shade is light enough. This shade is too dark and causes competition

It’s ok for the logo to over lap an image as long as the image is light enough in color and doesnt compete with the logo.

Solid color backgrounds should not be used no matter how light in color. The solid color background takes away from the colorful logo. 16


Tierra Verde Guidelines Booklet  

This guideline book walks through the Tierra Verde brand promise and the rules and requirements for using the logo in various applications a...

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