PRELIMINARY BRAND GUIDELINES v3.1 MARCH 2018
PRELIMINARY BRAND GUIDELINES
INTRODUCTION
Elephant Cooperation is more than a name. It’s a complete system of color, typography, and artwork that reflects the spirit of our organization. Using it consistently reinforces our passion and commitment to providing a nurturing experience. These guidelines are for the Elephant Cooperation team and have been carefully designed to protect our brand. If you’re ever in doubt about something, please refer back to these brand guidelines. We haven’t painted ourselves inside a box - it’s a flexible system. These guidelines are just that: a guideline and foundation for which to build further branded materials. Please respect the integrity of the brand and the careful thought and craft that has gone into it.
OUR LOGO & ICON
Elephant Cooperation’s primary logo is a simple wordmark combined with a simplistic elephant icon within the Strut shield. The typeface is a geometric sans serif that allows the logo to stand prominently and work with a variety of different photographic styles on different pieces of print collateral and digital platforms. This is the main logo that will be used across primary brand applications. This mark helps audiences easily identify Elephant Cooperation’s website, campaigns, and other materials, and enhances the professionalism of the association. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.
PRELIMINARY BRAND GUIDELINES
MINIMUM SIZE
To make sure our logo is always visible, the minimal display size for both digital and print applications are listed here.
C L E A R S PA C E
To ensure legibility, always keep a minimum clear space around the logo. The space isolates the mark from any competing graphic elements like other logos or body copy that might conflict, overcrowd, and lessen the impact of the mark.
2�
The minimum clear space is defined as the width of the shield. This minimum space should be maintained as the logo is proportionally resized..
0.5�
C L E A R S PA C E
X
X
X
X
X
X
X
X
X
X
X
X
X = WIDTH OF SHIELD
P R I M A RY C O L O R PA L E T T E WHITE
Color is a strong, communicative element of any brand identity. It unifies an identity, enhances brand association and accelerates differentiation.
CMYK RGB HEX
0,0,0,0 255,255,255 #FFFFFF
The Elephant Cooperation logo is made up of a dynamic palette that brings color and vibrance to all communication materials. ASH CMYK RGB HEX
5,3,3,5 237,238,237 #EDEEED
CHARCOAL CMYK RGB HEX
68,59,55,9 94,94,94 #5E5E5E
JUNIPER CMYK RGB HEX
68,59,55,9 94,94,94 #5E5E5E
S E C O N D A RY C O L O R PA L E T T E S Color is a strong, communicative element of any brand identity. It unifies an identity, enhances brand association and accelerates differentiation. The Elephant Cooperation logo is made up of a dynamic palette that brings color and vibrance to all communication materials.
TYPOGRAPHY
AV E N I R Roman
When used thoughtfully, typography becomes a powerful brand tool that can add visual meaning to what is communicated. Our typography communicates clearly and cleanly and is flexible in a wide range of situations. Our primary typeface is Avenir. It comes in a variety of weights to give a great amount of flexibility in nearly any design.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
AV E N I R Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
AV E N I R Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
DIDOT Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
TYPE HIERARCHY
TYPOGRAPHY
T H E I M P O R TA N C E O F A T I T L E The way we use type is crucial to making our designs look thoughtful and professional. Use these tips to make sure the typography is consistent. You shouldn’t need more than three weights in any particular design. In most applications, two weights should be more than enough. Similarly, you shouldn’t need to use more than three colors in any particular application. In most applications, two colors should be more than enough. Use color sparingly and with purpose.
The way we use type is crucial to making our designs look thoughtful and professional. Use these tips to make sure the typography is consistent. You shouldn’t need more than three weights in any particular design. In most applications, two weights should be more than enough. Similarly, you shouldn’t need to use more than three colors in any particular application. In most applications, two colors should be more than enough. Use color sparingly and with purpose.
SUBTITLE
Avenir, Heavy, 8 pt, 150 spacing All letters to be upper-case
HEADLINE
Avenir, Roman, 14 pt, 150 spacing All letters to be upper-case
BODY
Avenir, Roman, 9 pt, 0 spacing
TYPES OF PHOTOGRAPHY STYLE 1 : ELEPHANT - EMOTIONAL
TYPES OF PHOTOGRAPHY STYLE 2 : LANDSCAPE
M I N I M A L F O C U S / U S A G E - P R I M A R I LY BACKGROUND & BREAK-UP
TYPES OF PHOTOGRAPHY STYLE 3 : CHILDREN
40% FOCUS/USAGE
TYPES OF PHOTOGRAPHY STYLE 4 : DRONES
20% FOCUS/USAGE