BRAND GUIDELINES
TABLE OF CONTENTS 01. background, page 2 02. our logo, page 4 03. our colors, page 9 04. color applications for logo, page 14 05. typography, page 18 06. imagery and photography, page 20
01.
background
background The Amazon is a remarkable landmark and it is the largest and oldest remaining forest in the world. It is a home to 30% of the plant and animal species in the world. Many indigenous cultures live in a largely traditional manner.
OUR BRAND VALUES
we are innovative, trustworthy, connected, friendly and bright.
OUR PROMISE
we promise a better future for the Amazon.
At the Amazon Conservation Association, we conserve the Amazon for a brighter future for the land, ecosystems, and culture. As a leader in the conservation efforts, we create strategic models for others to follow using cutting edge science and research. We protect the indigenous cultures of the Amazon, as they are vital to it’s survival. We believe conservation requires partnerships at every level of society. Therefore, we teach sustainable living to local communities and conservationists. We achieve results through strong relationships and networks.
background | p. 2
02. our logo
about our logo The Amazon Conservation Association logo is a crucial component of our brand. It has been designed to reflect the gorgeous landscape, ancient heritage of the Amazon and the important work that we do. The logo portrays our brand as modern, warm, and as an authoritative figure to trust in the conservation efforts. It also represents us as an innovative organization that is well connected. Our logo symbolizes the beauty of the Amazon and its deep cultural ties that are crucial for the survival of the Amazon. It makes us highly recognizable, relatable and differentiates us from our competitors. When used with care, our logo and accompanying elements becomes a powerful tool for advancing our vision of a Amazon that sustains the full diversity of life, land and culture.
our logo | p. 4
logo concept The Amazon Conservation Association (ACA) logo paints a landscape of the Amazon and the value of protecting the land, water and cultures of the rainforest. This logo draws inspiration from ancient Amazonian art that was geometric and conveyed a theme of “interconnectedness� which is a core strength. The shape of the logo resembles a leaf and/or water drop. The Amazon’s cultural heritage is emphasized through the triangles, and the diagonal stripes at the top and bottom. These elements also represent the mountains, forests and land. The blue shape depicts the value of water in the Amazon. The hand drawn look of our logo portrays us as warm and welcoming. Each element of the wordmark is connected to each other, which communicates the message that we have strong networks. The bold typography portrays us as authoritative, modern and innovative. The centering of the text emphasizes the beauty of the Amazon.
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servicemark rules The Amazon Conservation Association logo, including its design elements and colors, are servicemarkes owned by ACA. The logo may only be used in accordance with this style guide. Never alter the logo in any way. The electronic logo files that are supplied by the ACA are the only files that should be used.
minimum use of logo The minimum size of the Amazon Conservation Association (ACA) logo is 0.75� x 0.69"
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clear space
1.5x 1.5x
X
Unless otherwise prescribed, the ACA logo should be surrounded by an area of white space equal to at least one and a half of the X-height of the “Amazon” part of the logo. The X-height is defined as a square whose sides as the same length of the ACA letters in the brand logo. The logo should be surrounded by area of white space equal to at least 1.5x of the “Amazon” part of the logo.
1x
1.5x 1.5x The logo should be surrounded by an area of white space equal to at least 1.5x of the X-height of the “Amazon” part of the logo.
our logo | p. 8
03.
our colors
color palette CMYK: To ensure correct color reproduction use for four color printing. PMS: Primarily for logo color matching and two color printing. PMS Colors are standard colors with the majority of printers around the world. RGB/HEX: Used for web and screen applications, this includes PowerPoint presentations. RGB/HEX will not reproduce the correct colors if printed professional, therefore they are not to be used for printed materials. Your screen may convert the colors differently depending on specific settings and calibrations. HEX values are standard on the web. From the logo colors, brown and green will be only used on the logo. From the primary colors, orange and dark green will not be used as background colors.
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logo colors CMYK 77 94 41 36 PMS 518C, 511U RGB 59 26 67 HEX #3B1A43
CMYK 64 7 2 0 PMS 7591C, 7583U RGB 56 184 230 HEX #39B9E6
CMYK 23 0 65 0 PMS 372C, 373U RGB 203 226 109 HEX #CBDE7E
CMYK 18 57 69 1 PMS 7591C, 7584U RGB 204 127 94 HEX #CC7F5B
CMYK 77 94 41 36 PMS 518C, 511U RGB 59 26 67 HEX #3B1A43
CMYK 64 7 2 0 PMS 7591C, 7583U RGB 56 184 230 HEX #39B9E6
CMYK 40 2 90 0 PMS 367C, 382U RGB 165 202 76 HEX #A5CA4C
CMYK 2 35 99 0 PMS 7591C, 7584U RGB 245 173 29 HEX #F5AD1D
CMYK 4 80 100 0 PMS 518C, 511U RGB 233 90 37 HEX #E75925
CMYK 100 0 90 0 PMS 7591C, 7583U RGB 0 66 100 HEX #00A65C
primary colors
our colors | p. 12
04.
color applications for logo
color applications and variations Appropriate use of the logo is the most important part about maintaining our brand. The consistency of its appearance is critical to communicating the principles and overall strength of the brand. Only these logo color combinations are permitted. Do not create your own variants. Always reproduce them from approved artwork. Five different versions of our logo color combinations may be used:
Grayscale/Black: For black and white publications, or against light/ bright colored backgrounds where the primary version is unreadable. Reversed White: Reversed to white against a dark or bright photo. Reversed White Text: Text reversed to white against a dark photo where the primary version is unreadable. PMS: Use for one or two color print projects, see color chart. Primary: CMYK mix, see color chart.
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BLACK/ GRAYSCALE
REVERSED WHITE
PMS ONE COLOR
PRIMARY
REVERSED WHITE TEXT
color applications for logo | p. 16
05.
typography
primary typeface Brandon Text Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 012356789 Brandon Text Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 012356789 Brandon Text Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 012356789
Appropriate typography is important in the presentation of the brand. These guidelines explain which typefaces can be used in specific contexts; do not vary from these specifications or introduce other typefaces. The primary typeface is an important element of the Amazon Conservation Association’s brand. When used effectively, the right typeface elicits emotion, urgency and action. The Brandon Text type family is used in the logo. It sets an authoritative and contemporary tone. Through its sharp edges and bold features, this typeface reinforces that we are trustworthy in the conservation of the Amazon. It also resembles shapes of nature. For instance, the uppercase “M” and “A” look like shapes of a mountain. It can be used in uppercase or lowercase. Brandon Text comes in several weights and styles.
typography | p. 18
secondary typefaces The Proxima Nova typeface will be used as a secondary typeface, mainly for body text. It is a clear sans serif font that is suitable for body text. It’s rounded appearance pairs well with the friendly appearance of our logo. Only the regular and bold versions will be used.
Proxima Nova Regular
The New Century School Book Italics typeface will be used sparingly as an accent font. It is a serif font that will create a warm and welcoming feel to the brand. It will be used in lowercase form.
Proxima Nova Bold
Web Typeface
New Century School Book Italics
Use Proxima Nova and Brandon Text for web and screen applications. For headers use [Brandon Text]; body copy use [Proxima Nova]
Powerpoint Presentations Use Brandon Text and Proxima Nova for powerpoint presentations.
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 012356789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 012356789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 012356789
unacceptable use of logo Appropriate typography is important in the presentation of the brand. The guidelines below explain which typefaces can be used in specific contexts; do not vary from these specifications or introduce other typefaces.
AMAZON CONSERVATION ASSOCIATION DO NOT REPOSITION THE ELEMENTS
DO NOT CHANGE THE COLORS
DO NOT STRETCH THE ELEMENTS
DO NOT CHANGE THE FONT
DO NOT TILT THE LOGO
typography | p. 20
06.
imagery and photography
25
SECTION 02; OUR LOGO, page 1
imagery and photography Choosing the right images for communication collateral is critical to advancing the mission and message of the Amazon Conservation Association. The stylistic parameters of the images, and how they are treated through color and contrast, reflect the brand style as bright, hopeful, authentic and trustworthy. The images should portray the Amazon as a beautiful landmark that is essential to be saved and protected. The photography should feel real, meaningful and engaging. It should also elicit emotion in the viewer that makes Them feel connected to the cause.
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The style (cropping, focus, light, and perspective) should feel natural, warm & connected, and impactful. Photos should always be high quality, with good focus and utilize bright colors when necessary. Photos of people should be candid in order for the brand to feel more authentic. Color is used as a means of further connecting the imagery and color. Black and white photography may be used in reference to indigenous cultures. Black and white photos conveys wisdom, which enhances the message that the indigenous people are vital to the Amazon. The imagery should not look natural, without color filters.
unacceptable use of photography
DO NOT USE PHOTOS WITH BAD ANGLES
DO NOT USE PHOTOS THAT ARE DARK
DO NOT USE PHOTOS OF PEOPLE HOLDING PLANTS OR ANIMALS
DO NOT USE BLURRY OR OUT OF FOCUS PHOTOS
DO NOT USE COLOR FILTERS
DO NOT USE GRAINY PHOTOS
DO NOT USE PHOTOS WITH BLACK BACKGROUNDS
DO NOT USE PHOTOS OF PEOPLE THAT LOOK STAGED
imagery and photography | p. 24
acceptable use of photography
DO USE PHOTOS WITH GOOD LIGHTING
DO USE PHOTOS WITH HIGH CONTRAST
DO SHOW PHOTOS OF ANIMALS IN THEIR HABITAT
DO USE PHOTOS WITH GOOD COMPOSITION
DO USE PORTRAITS THAT ARE AUTHENTIC
DO USE SERENE PHOTOS IF THE CONTEXT IS APPROPRIATE
DO USE PHOTOS THAT ARE SYMBOLIC
DO USE PHOTOS WITH BRIGHT SKIES AND BLUES
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Illustrations Illustrations will be used for our brand to supplement our image and presence in the Amazon. The tribal pattern represents trees, land and water, as well as the cultural heritage of the Amazon. They will used mostly on top of photos or behind a background color.
PATTERN BEHIND PHOTO
PATTERN BEHIND COLOR
imagery and photography | p. 26
RIVER PATTERN BEHIND PHOTO
PATTERN COLOR VARIATION
PATTERN COLOR VARIATION
PATTERN COLOR VARIATION
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