Brand Style Guide
Copyrights COPYRIGHT © 2015 Seattle Humane Society ALL RIGHTS RESERVED The copyright in this document belongs to Seattle Humane Society (“The Owner”). No copyrighted material may be used, sold, transferred, or reproduced in whole or in part in any manner or form or in or on any media to any person, except as authorized by the Owner’s Agreement, the United States Copyright Act, or the prior written consent of the Owner. All brand names and product names mentioned or referred to throughout this publication are fully recognized as the Trademarks or Registered Trademarks of their respective holders.
13212 SE Eastgate Way Bellevue, WA 98005 (425) 641 - 0080 humane@seattlehumane.org
Table of Contents Introduction Typography Color Logo Clear Zone Approved Avoid Letterhead Set Glossary Contact Information
... 04 ... 05 ... 06 ... 07 ... 08 ... 09 ... 10 ... 12 ... 13 ... 14
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Introduction Mission Statement:
Seattle Humane promotes the human-animal bond by saving and serving pets in need, regardless of age, ability, circumstance or geography. Seattle Humane promotes the human-animal bond by saving and serving pets in need, regardless of age, ability, circumstance or geography. Our community expects all adoptable animals to be humanely cared for and placed into loving homes, and keeping pets with families avoids pet homelessness. We get them here, get them healthy and happy, and get them home.
Over a Century of Caring
Founded in 1897, Seattle Humane was the first humane organization to serve King County. Originally devoted to animal issues involving stockyards and slaughterhouses, Seattle Humane later provided animal control services, picking up lost and/or stray animals. In 1972, the City of Seattle and King County established their own animal control divisions, and Seattle Humane moved to Bellevue as a private nonprofit dedicated to bringing people and pets together. True to our mission, we offer pet adoption, humane education, on-campus dog training, a Pet Food Bank, and spay/neuter services to low-income pet owners. Through our outreach, advocacy, and services, we strive to ensure that animal companionship is accessible to all.
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Care We Provide
Shelter guests are spayed or neutered, microchipped, vaccinated, examined by one of our staff veterinarians, and temperament tested prior to being made available for adoption. Pets with conditions that we can treat receive the care they need. Treatments can range from repairing broken legs; performing amputations; eye removal; care for sore ears, skin conditions and wounds; and treatment for kennel cough and upper respiratory infections in cats. At many shelters, animals requiring special care are put to death, but through the generosity of our donors, we are able to provide life-saving care to give hundreds of animals a new chance at life. In the case of animals who have terminal medical conditions or for animals who present a public safety risk, our trained professional staff humanely euthanizes those animals.
Admitting and Rescuing Pets
Seattle Humane accepts any owner surrendered animals utilizing intake appointments to allow our staff and volunteers to collect as much information as possible about the incoming pet. The appointments are scheduled on a first-call basis and are not based on the age or desirability of the animal. In the case of an emergency, animals will be admitted immediately to the shelter. Seattle Humane houses stray animals for the city of Renton. At the end of the stray period, the animals are spayed or neutered and micro-chipped and made available for adoption.
Typography Helvetica
Helvetica Neue
Helvetica Light
Helvetica Neue Ultra Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue Condensed Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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Colors Primary Palette:
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Secondary Palette:
R: 229 G: 48 B: 31 HEX: E5301F
C: 4 M: 95 Y: 100 K: 0
R: 104 G: 185 B: 74 HEX: 68B94A
C: 64 M: 2 Y: 97 K: 0
R: 54 G: 138 B: 165 HEX: 3689A5
C: 78 M: 34 Y: 26 K: 1
R: 102 G: 204 B: 204 HEX: 66CCCC
C: 55 M: 0 Y: 24 K: 0
R: 120 G: 121 B: 123 HEX: 77787B
C: 55 M: 46 Y: 44 K: 10
R: 255 G: 234 B: 18 HEX: FFEA12
C: 3 M: 2 Y: 97 K: 0
R: 0 G: 0 B: 0 HEX: 000000
C: 0 M: 0 Y: 0 K: 100
Logo
Minimum Size: 0.7 inches
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Clear Zone
Clear zone is equal to the cap height of the “F” in Families.
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Approved Always leave the logo some room to breathe. Use white or neutral backgrounds with logo.
If unavoidable, can use reversed out logo on Seattle Humane Society colors or a simple and unclutteres photo.
On black background, use reversed out logo.
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Avoid Avoid placing logo on colors that clash with the brand colors.
Avoid use the reversed out logo on backgrounds that are too light, cluttered or a busy photograph.
Avoid rotating, stretching or squishing the logo
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Avoid add embellishments on logo: like drop-shadow, feather, inner glow, scribble, etc.
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Letterhead Set
BOARD OF DIRECTORS Chris Falco Chair Kaycee Krysty Chair Emerita
David Loewe
James T. Linardos Vice Chair
Chief Executive Officer 425.641.0080 david.loewe@seattlehumane.org
Janette Adamucci Vice Chair Annette Jacobs Vice Chair Aaron Knudsen Treasurer Shaheed Khan Secretary Michelle Foreman Barnet Chris Bayless Asher Bearman Elaine Coles Gene Colin Kathy Connors Jocelyn Hanson Noelle Harman Lynn Kilbourne Franz Lazarus Calvin Rowland Daryl Russinovich Jim Schuler Lynda Silsbee Jason Stoffer John Wenstrup Mary Kay Wright
Humane Society for Seattle/King County 13212 SE Eastgate Way Bellevue, WA 98005
_____________________ CHIEF EXECUTIVE OFFICER David Loewe
13212 SE Eastgate Way, Bellevue WA 98005
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425.641.0080
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seattlehumane.org
Glossary Signature: A company’s logo or logotype, which identifies and brands all company products and communications.
Alignment: Precise arrangement of letterforms upon an imaginary horizontal or vertical line.
Headline: The most significant type in the visual hierarchy of a printed communication.
Body Type: Text material, usually set in sizes from 6 - 12 point. Also called text type.
Logotype: Two or more type characters that are combined as a sign or trademark. Margin: The unprinted space surrounding type on page.
Tagline: A company’s proprietary positioning statement, used to identify and brand all company products and communications.
Reverse: Type or image that is dropped out of a printed area, revealing the paper surface.
Typeface: The design of alphabetical and numerical characters unified by consistent visual properties.
Rule: In hand-set metal type, a strip of metal that prints as a line. Generally, any line used as an element in typographic design, whether hand-set, photographic, digital or hand-drawn.
Type family: The complete range of variations of a typeface design, including roman, italic, bold, extra bold, expanded, condensed and other versions.
Boldface: Type with thicker, heavier strokes than the regular font. Indicated as BF in type specifications. Clear space: An area designed to be free/absent of all graphics and typography. Flush left (or right): The even, vertical alignment of lines at the left (or right) edge of a column. Font: Character set of a given size and style including upper- and lower-case letters, numerals and punctuation marks. Format: The overall typographic and spatial schema established for a publication or any other application. Heading: Copy that is given emphasis over the body of text, through changes in size, weight, spatial interval.
Sans serif: Typeface without serifs (or feet). A sans serif typeface is generally even in overall weight with very little contrast between thick and thin strokes. An example is Segoe UI typeface. Serifs: Small elements added to the ends of the main strokes of a letterform in serifed typestyles.
Typography: Originally the composition of printed matter from moveable type. Now the art and process of typesetting by any system or method. White space: The “negative” area surrounding a letterform. X-height: The height of lowercase letters, excluding ascenders and descenders. This is most easily measured through the use of the lowercase x.
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Contact Information If you have any additional questions that were not able to be answered by this guide, please email humane@seattlehumane.org. Please visit seattlehumane.org for any further information.
13212 SE Eastgate Way Bellevue, WA 98005 (425) 641 - 0080 humane@seattlehumane.org
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