02 BRAND STANDARDS GUIDELINES
02 BRAND STANDARDS GUIDELINES
In Book 1, a brand strategy was built for the SeaWorld brand, and the mission statement and keywords guided the visual development. In this book, the new logo paved the way for the new look and feel of the SeaWorld brand. We'll present the identity system and standards of the New SeaWorld.
Contents 01
NEW VISION 08 IDENTITY HISTORY 10 NEW LOGO
02
LOGO STANDARDS 14 LOGO ANATOMY 16 MINIMUM SIZE(S) 18 SIGNATURES / ALTERNATE VERSIONS 20 UNAUTHORIZED USES
03
VISUAL STANDARDS 24 COLOR PALETTE 26 TYPOGRAPHY 28 GRAPHIC ELEMENTS 30 BUSINESS SYSTEM 32 APPLICATIONS 36 THE BRAND EXTENSIONS
BRAND SOUL
Connecting humans and marine life.
BRAND MISSION
SeaWorld’s mission is to connect humans and marine animals, cultivating respect and a desire to protect marine life.
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NEW VISION 11 IDENTITY 08 IDENTITYHISTORY HISTORY 13 NEW LOGO 10
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IDENTITY HISTORY
IDENTITY HISTORY
SeaWorld Parks & Entertainment™ is a leading theme park and entertainment company providing experiences that matter and inspiring guests to protect animals and the wild wonders of our world. This is a review of SeaWorld’s logo development since 1964.
1964
1966
1979
IDENTITY HISTORY
1998
1999
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2014
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NEW LOGO
NEW LOGO
Shields/emblems with marine lives represent our mission to protect marine life. The symbol part of this logo is composed of two swimming fish, symbolizing the ocean, corresponding to the keyword “exploration.” The shape of the symbol is a shield, conveying the concept of “conservation” of the marine life. At the same time, the shape of the fish is connected end to end, representing the keyword “connection”, and corresponding to the brand’s initial letter “S”. The wordmark part is paired with a font that looks similar to the symbol part.
+
+
S
NEW LOGO
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Symbol
Signature
Wordmark
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01 02
NEW VISION LOGO STANDARDS 11 IDENTITY 14 LOGO ANATOMY HISTORY 13 NEW 16 MINIMUM LOGO SIZE(S) 18 SIGNATURES / ALTERNATE VERSIONS 20 UNAUTHORIZED USES
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LOGO ANATOMY
LOGO ANATOMY
When putting the SeaWorld symbol and wordmark together as the primary logo, the proportion and the space between each should follow the standard guide which is shown on the anatomy.
Clear Space : x = the height of the letter “o” in the Wordmark
Stacked Version x
x
x
x
x
x
x
x
x
x x
x
LOGO ANATOMY
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Horizontal Version x
x
x
x
x
x
x x
x
x
Icon Only x
x
x
x
x
x x
x
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MINIMUM SIZE(S)
MINIMUM SIZE(S)
The following is the dimension restriction which shows the standard and minimum sizes of the logo to help using our new logo with optimal readability. It is important to use the logo with the appropriate size in different media and format.
Digital Minimum Sizes
90 px
90 px
42 px
MINIMUM SIZE(S)
Print Minimum Sizes
1 1/4 Inch
1 1/4 Inch
5/8 Inch
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SIGNATURES
SIGNATURES
Icon Only
Horizontal Version
Stacked Version
ALTERNATE VERSIONS
ALTERNATE VERSIONS
B&W Version
Two-Color Version
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UNAUTHORIZED USES
UNAUTHORIZED USES
Using the logo incorrectly can introduce confusion and inconsistency in the SeaWorld brand. The examples on this page illustrate some, but not all, potential misuses of the logo.
UNAUTHORIZED USES
Do not rotate the logo.
Do not reverse the logo colors.
Do not use gradient color.
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Do not use drop shadows.
SeaWorld
Do not use outline.
Do not stretch the logo.
Do not use incorrect typeface.
Do not add third color.
Do not use unapproved color.
Do not change the kerning of the wordmark.
Do not change the proportion of the symbol and wordmark.
Do not place the logo on the background with same color tone or busy pattern.
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01 03
NEW VISION VISUAL STANDARDS 11 IDENTITY 24 COLOR PALETTE HISTORY 13 NEW 26 TYPOGRAPHY LOGO 28 GRAPHIC ELEMENTS 30 BUSINESS SYSTEM 32 APPLICATIONS 36 THE BRAND EXTENSIONS
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COLOR PALETTE
COLOR PALETTE
To maintain consistency, it is essential that our colors are always reproduced accurately. This chart indicates color values for the SeaWorld identity broken down by PANTONE® colors, CMYK, RGB, and HEX values.
COLOR PALETTE
PANTONE: LIME #376C
PANTONE: TEAL #7473C
C:50 M:0 Y:100 K:0
C:80 M:10 Y:45 K:0
R:143 G:195 B:31
R:0 G:162 B:154
HEX: #8FC31F
HEX: #00A29A
PANTONE: SKY BLUE #298C C:70 M:10 Y:0 K:0 R:32 G:174 B:229 HEX: #20AEE5
PANTONE: OCEAN BLUE #289C
PANTONE: DARK GREY
C:100 M:80 Y:45 K:55
C:65 M:60 Y:55 K:60
R:4 G:36 B: 61
R:62 G:58 B: 57
HEX: #04243D
HEX: #3E3A39
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TYPOGR APHY
TYPOGRAPHY
[ TYPEFACE FOR TITLE ]
Chaparral Pro Chaparral Pro Light Chaparral Pro Light Italic Chaparral Pro Regular Chaparral Pro Italic Chaparral Pro Semibold Chaparral Pro Semibold Italic Chaparral Pro Bold Chaparral Pro Bold Italic
TYPOGR APHY
SEAWORLD
[ TYPEFACE FOR SUBTITLE AND BODY TEXT ]
Proxima Nova Proxima Nova Thin Proxima Nova Thin Italic Proxima Nova Light Proxima Nova Light Italic Proxima Nova Regular Proxima Nova Italic Proxima Nova Semibold Proxima Nova Bold
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GR APHIC ELEMENTS
GRAPHIC ELEMENTS
The ocean-blue wave shape is a powerful graphic element that tells the SeaWorld story. It derives from the waves on the vast sea. The ocean-blue wave shape can be filled with colors, text, or images, and can help express a broad range of moods, situations, and messages. The shape helps us engage our audiences by containing and showcasing relevant, evocative content.
GR APHIC ELEMENTS
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THE BR AND EXTENSIONS
THE BRAND EXTENSIONS
SeaWorld believes in connecting humans and marine life, especially for families with kids. We used to offer a wide array of exciting shows, thrilling rides, and educational encounters with the animals, but we are now broadening our mission to connect humans and marine animals, cultivating respect and a desire to protect marine life. The new SeaWorld will collaborate with educational institutions, conservation organizations and museums on marine ecological environment research and protection, and experiential opportunities. We will be here for all ages who cares about marine lives, has a sense of responsibility and wants to learn more about marine lives.
Environments
SeaWorld Exploratorium SeaWorld Exploratorium is a museum of science, technology, and arts that provides a wealth of interesting knowledge and immersive experience about marine life. It uses sound, light, and VR technologies to create a virtual sea world that allows people to interact with it.
Products
Sounds of SeaWorld Book Series Sounds of SeaWorld Book Series is aimed at children and celebrates the oceans. It uses novel sound book/e-book forms to provide readers with information on marine species, diving and also fun games, tests and competitions through an interesting and interactive reading experience. The Series sparks a sense of adventure and curiosity in children, as well teaching them about the importance of sea conservation.
Educational Opportunities
SeaWorld Academic Lectures SeaWorld Academic Lectures is an academic cooperation project between the SeaWorld and various universities and aquariums. It regularly holds academic lectures, aiming to popularize professional knowledge about marine life for the public and promote the concept of marine ecological environment protection. It broadly and effectively leads the public to participate in the protection of marine life.
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SOURCES
SOURCES
SeaWorld Website seaworld.com/san-diego/
SeaWorld Wikipedia en.wikipedia.org/wiki/SeaWorld
Aquarium of the Pacific Sign destinationsigns.wordpress.com/
TeamLab Borderless Official Site borderless.teamlab.art/
Ramadan Story Sound Book modah.ca/products/ramadan-story-sound-book#
Imagery Pixabay Flickr Unsplash Google Pinterest
SOURCES
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COLOPHON
COLOPHON
DESIGNER Xiaoqian (Una) Li
CLASS GR604: The Nature of Identity
INSTRUCTOR Erin Kristine Canoy
SEMESTER Spring 2020
INSTITUTION Academy of Art University, San Francisco, CA
PHOTOGRAPHY Pixabay Flickr Unsplash
TYPEFACES Chaparral Pro Proxima Nova
This book is a non-commercial project for education purposes and is not intended to represent the SeaWorld brand.
backtotheocean.com/
