Brand book by Juan Roa

fundaci贸n

anima mundi

fundaci贸n

anima mundi brand book

contents about anima mundi • • • • •

logo & type elements • • • • •

Why the name Anima Mundi? Why a turtle as an icon? Why? Mission Vision

Anatomy Alternatives Dont’s Typography Color

photography & illustration

• Wild Animals

products • • • •

App Web Information Cards Apparel & More

chapter 1 About Anima Mundi

why the name anima mundi? Anima Mundy is a latin word that means the conection between every living thing and the planet, the same way the soul is is connected to the human body.

why a turtle as an icon? The Icon of a turtle was choosen for a three resons. 1. The turtle is an animal that is protected because is an enderger animal 2. The shell works as protection agains predators. Anima Mundi works as a non-profit protecting the environment 3. The turtle is an animal that lives for a long time

why? Anima Mundi is a non-profit organization which was created as hundreds of animals are dying annually due to habitat destruction, hunting, and encounter with humans. Anima Mundi want to help these animals that due to human progress have been affected.

mission: Anima Mundi Foundationâ&#x20AC;&#x2122;s mission is to spread and defend the rights of animals and their habitat. Specifically, the Foundation will ensure the protection of endemic species in captivity, and the preservation of the environment.

vision: Anima Mundi wants to be the voice of justice for animals to create change where animals and humans can live in harmony.

red panda ne

not evaluated

data deficient

least concern

near threatend

vulnerable

critically endangered endangered

extinct in the wild

extinct

bussines card & letterhead The bussines card and the letterhead are printed in recycle paper. There is a different element that comes from the logo icon, this element is the three turtles, the turtles represent the people that started the nonâ&#x20AC;&#x201C;profit.

chapter 2 Logo & Type Elements

logo anatomy The Anima Mundi signature is unique and is one of the most important visual elements of the identity. The signature comprises the idea of the world being as beautiful and strong as a sea turtle shell. They should be used in conjunction (locked-up) with each other and in the approved colourways. The various signature versions are laid out and explained in this section. They can be obtained in a variety of file formats including: EPS, JPEG, TIFF and WMF files. Please study this section before using the logotype.

logo icon The Anima Mundi icon is a very important part of the signature because it can live by itself, and itâ&#x20AC;&#x2122;s how the non-profit is recognice. The turtle icon is shape after an origami turtle. The idea of the origami is that is made out of paper giving the idea not only of playfulness, but also reminds of education.

logo sizes The size of the Anima Mundi signature may vary depending on the application. For instance, it may be effective to use it larger in advertising. The minimum size of the signature is 0.5 inch high. To ensure legibility, do not reproduce the signature smaller than this measurement. Always use the digital artwork provided when reproducing the signature.

X= X

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anima mundi

the turtle is rotated -25 degrees

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anima mundi

Tittle Gill Sans SC 14/18 Tracking: +5 Copy Bookman 9/13 Tracking: +5 Column: 1 Bullet Points Bookman light 9/13 tracking: +5 Column: 1

logo dontâ&#x20AC;&#x2122;s To preserve the integrity of the Aima Mundi Signature, never alter the approved configurations or deviate from the reproduction standards detailed in these guidelines. 1. Do not turn the icon. 2. Do not use two colors in the logo. 3. Do not erase elements that form the signature. 4. Do not change the type style. 5. Do not reposition the wordmark name. 6. Do not make the icon bigger. 7. Do not move the icon closer to the wordmark. 8. Do not outline the signature. 9. Do not modify the color configuration of the signature. 10. Do not use drop shadows. 11. Do not distort the signature. 12. Do not change the placement of the signature.

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chinese pangolin ne

not evaluated

data deficient

least concern

near threatend

vulnerable

critically endangered endangered

extinct in the wild

extinct

Quote Gill Sans 36/42 Tracking: +6

typography Gill Sans is a humanist sans serif with some geometric touches in its structures. It also has a distinctly British feel. Legible and modern though sometimes cheerfully idiosyncratic, the lighter weights work for text, and the bolder weights make for compelling display typography.

“ the more you know about a species, the more you understand about how better to help protect them.”

—alan clark

Tittle Gill Sans SC 14/18 Tracking: +5 Copy Bookman 9/13 Tracking: +5 Column: 1

color palette The color version of the Anima Mundi Signature should be reproduced using only the color presented in this manual with the specific reference. In all instances, use them at full intensity, not as tints. Use the exact color values listed for the medium being employed. Use only the color references listed in the Anima Mundi Color Palette specifications. Do not use color references or values from files that have been converted automatically between color modes. Some software programs do not always make color conversions that are equal to the specific color values listed in the palette specifications.

• c:0, m:0, y:0, k:100 • r:0, g:0, b:o • pantone:neutral black c • hex:000000

• c:31, m:58, y:80, k:19 • r:143, g:87, b:41 • pantone:4635c • hex:8f5729

• c:100, m:35, y:0, k:0 • r:0, g:166, b:255 • pantone:7461c • hex:00a6ff

• c:0, m:37, y:100, k:0 • r:255, g:161, b:0 • pantone:1235c • hex:ffa100

• c:0, m:80, y:100, k:0 • r:255, g:51, b:0 • pantone:1645c • hex:ff3300

• c:0, m:0, y:0, k:65 • r:89, g:89, b:89 • pantone:cool gray 9c • hex:595959

panther chameleon ne

not evaluated

data deficient

least concern

near threatend

vulnerable

critically endangered endangered

extinct in the wild

extinct

chapter 3 Photography & Illustration

giraffe ne

not evaluated

data deficient

least concern

near threatend

vulnerable

critically endangered endangered

extinct in the wild

extinct

cheetah ne

not evaluated

data deficient

least concern

near threatend

vulnerable

critically endangered endangered

extinct in the wild

extinct

african elephant ne

not evaluated

data deficient

least concern

near threatend

vulnerable

critically endangered endangered

extinct in the wild

extinct

chapter 4 Products

vertical poster The posters are ment to give some fast information about the consevation state of different animals. In the vertical poster the information is center and place either up or down of the poster looking for empiest part of the photo, and leaving a space of 0.5 inch from either top, or botton. 1. The poster size is 18 x 24 inch. 2. The white rectangule have an opacity of 85%. 3. The logo size is 0.5 inch tall plave in a corner with a space of 0.5 inch.

Animal Name Gill Sans SC 60/72 Tracking: +5 Icon Type Size Gill Sans Bold SC 30/36 Tracking: +5 Icon Description Gill Sans Light 14/17 Tracking: +5 IUCN Status Gill Sans Light 12/15 Tracking: +5

horizontal poster The posters are ment to give some fast information about the consevation state of different animals. In the vertical poster the information is center and place either up or down of the poster looking for empiest part of the photo, and leaving a space of 0.5 inch from either top, or botton. 1. The poster size is 18 x 24 inch. 2. The white rectangule have an opacity of 85%. 3. The logo size is 0.5 inch tall plave in a corner with a space of 0.5 inch.

Animal Name Gill Sans SC 60/72 Tracking: +5 Icon Type Size Gill Sans Bold SC 30/36 Tracking: +5 Icon Description Gill Sans Light 14/17 tracking: +5 IUCN Status Gill Sans Light 12/15 Tracking: +5

information cards The informational cards are design to be use as a way to get some basic information about wild life and a vehicule to connect with the app. The cards are collectionable. 1. The cards size are 2.75 x 4.75 inch.

Common Name Gill Sans SC 16/20 Tracking: +10 Scientific Tame Gill Sans Light Italic 14/16 Tracking: +10 Tittle Gill Sans book SC 14/18 Tracking: +10 Information Gill Sans Light 8/12 Tracking: +10 Icon Type Size Gill Sans Bold SC 7/11 Tracking: +5

app login This is the oppening page for the app, where the user will be able to log in to the app, and create an account in case he doesnâ&#x20AC;&#x2122;t have one yet.

Type Field Gill Sans Book SC 36/43 Tracking: +5 Buttons Gill Sans Book SC 28/33 Tracking: +5

Type field 1: 88px

Space: 32px

Button: 64px

create an account The user will be able to create an account to start using the app.

Bar Tittle Gill Sans Italic 34/40 Tracking: +5

Bar tittle: 129px

Profile photo preview: 120px

Small icon: 30px

Buttons: 64px

news feed Here the user will know waht other users are uploading and be able to comment on their photos.

User Name Gill Sans Book SC 36/43 Tracking: +5 Class Gill Sans Light 22/26 Tracking: 0 Action Gill Sans Light 22/26 Tracking: 0

User info: 180px

Animal Name Gill Sans Book SC 28/33 Tracking: +5 Comment & Like Gill Sans Book SC 28/33 Tracking: +5

Photo size preview: 375px

Space: 58px

Profile photo preview: 120px

Icon bar: 98px

missions At the missions page, you will find different ways of getting to know the different kinds of animals, and by complitng the mission the user will receive a badge by this way the user will be able to compet with other users on the amount of missions compleated.

Mission Name Gill Sans Book SC 28/33 Tracking: +5

Badges icon: 200px

Badges tittle: 58px

inside a mission After selecting the mission a new page will open, on this page you will have an explanation on how to complete the mission and this way be able to win the badge.

Mission Tittle Gill Sans SC 36/43 Tracking: +5 Mission Copy Gill Sans Light 28/33 Tracking: 0

Main tittle: 88px

Mission Subtitle Gill Sans Book SC 28/33 Tracking: +5

Secondary tittle: 64px

Photo size preview: 375px

my collection Here the user will find his photos, and information about the account such as number of photos, missions accomplish, and people the user is following.

User Name Gill Sans Book SC 36/43 Tracking: +5 Class Gill Sans Light 22/26 Tracking: 0 Sightings, Missions & Friends Gill Sans Light 22/26 Tracking: 0

User info: 64px

Icons space: 64px

Animal Name Gill Sans Light 28/33 Tracking: 0 Photo preview: 200px

Gray bar: 32px

my collection If the user selects a specie that hevent taken a photo from, instead of photos, the user will see this page, a page asking the user to enjoy nature and upload photos.

Sorry Gill Sans Book SC 36/43 Tracking: +5 Enjoy Nature Gill Sans Book SC 28/33 Tracking: +5

animal profile Here the user will see information about the animal, it will show the common and scientific name, kind of animal, photo location, conservation status, a range map, and some basic information about the animal.

Common Name Gill Sans Book SC 28/33 Tracking: +5 Scientific Name Gill Sans Light Italic 22/26 Tracking: 0 Tittles Gill Sans Book SC 24/28 Tracking: +5 Text Gill Sans Light 22/26 Tracking: 0

photo: 200px

Black bar: 58px

A: 58px

photo location Here the user is able to see the GPS location where the photo was taken, and also see photos that other users have taken around.

Enjoy Nature Gill Sans Book SC 28/33 Tracking: +5

Icons: 60px

scale and crop This is the place where the user will be able select and upload the photos taken, here he will be able to also scale and crop the different photos. The phot format for the app is always square photos.

Photo: 375px

Icons: 60px

Photo preview: 145px

web main The Anima Mundi website is more than just an extention of the app, this website will allow user to also contribute with the nonprofit, look for environmental news, and see what the non-profit is doing to help the environment.

Menu Bar Gill Sans SC 24/28 Tracking: 0

Search bar: 224.25 X 37.5 px

Pop Out Menu Gill Sans SC 16/20 Tracking: +5

Pop out menu: 128.778 X 141.373 px

Tittles Gill Sans SC 36/40 Tracking: +5 Text Bookman Light 16/20 Tracking: +5

Info space: 429.75 X 153.948 px

projects In the projects section the visitor will be able to see the projects the non-profit is working on, and find out what they are about.

Photo Animal Name Gill Sans SC 24/28 Tracking: +10 Photo Animal Icon Gill Sans Bold SC 10/14 Tracking: +5 Photo Animal Description Gill Sans Light 8/10 Tracking: 0

Line: 37 px

photo: 969.5 X 350.627 px

Project Tittle Gill Sans SC 28/32 Tracking: +5 Project photo : 221 px

project description The visitor will see all the information about a particular project this user have chosen.

Photo Text Gill Sans bold SC 24/28 Tracking: 0 Tittle Highlights Gill Sans SC 36/33 Tracking: +5

Space: 24 px

Text Highlights Bookman Light 16/20 Tracking: +5

Space: 24 px

news In the news page, the user is able to find out the latest news that are happening around the wolrd.

News Text Gill Sans SC 22/26 Tracking: +5 News Link Bookman Light 16/20 Tracking: +9

News image: 472.747 X 246.045 px

threats As the world population grows, the planet starts facing different threats, so in this section the visitor is able to find out information about different threats the world faces and see what they are about.

Pop Out Menu Gill Sans SC 16/20 Tracking: +5

Pop out menu: 128.778 X 360.988 px

campaigns Itâ&#x20AC;&#x2122;s always important to keep people inform about different problematics the world faces, so at the campaigns section people are able to see different posters about different campaigns on the issues the world faces

Second Menu Gill Sans SC 22/26 Tracking: +5 Campaigns Name Gill Sans SC 22/26 Tracking: +5

Second menu: 223.75 X 258.268 px Campaign image: 215 px

Photo Info Gill Sans SC 22/26 Tracking: +5

Space: 60 px

app news feed In order to connect the phone app, and the non-profit website, the user will be able to continue following what is happening in the phone app, on the computer, so this section the user is able to follow the same news feed as they are hapening on the phone app.

User Name Gill Sans Book SC 36/40 Tracking: +5 User Class Gill Sans Light 20/24 Tracking: +5 User Options Gill Sans SC 20/24 Tracking: +5

User 1: 128 px

User 2: 82 px

Second Menu Gill Sans Light 22/26 Tracking: +5 User name Gill Sans book SC 28/33 Tracking: +5 User class Gill Sans light 20/24 Tracking: +5

User 3: 58 px

Comment bar: 224.25 X 37.5 px

User options Gill Sans book SC 28/28 Tracking: +5

Photo: 472.5 px

app following In this page, the user will be able to see the people he/she is following, and the people that follows he/she, and visit their profiles, and uploads.

User Name Gill Sans Book SC 36/40 Tracking: +5 User Class Gill Sans Light 20/24 Tracking: +5 User Options Gill Sans SC 20/24 Tracking: +5 Second Menu Gill Sans Light 22/26 Tracking: +5 Second Menu Bullet Gill Sans SC 18/22 Tracking: +5

Image bar: 65.727 px

Second menu: 223.75 X 253.252 px

User: 120 px

app missions The user will be able to see the badges he/she have won in different missions from the phone app, and find the information of what the mission was about.

Mission Gill Sans SC 24/28 Tracking: +5 Mission Description Bookman Light 16/20 Tracking: +9

Badge: 120 px

app photos Here the user will be able to see the uploaded photos and choose if he/she wants either too see the whole collection, or a especific type of animal such as mammals, insects, amphibians, birds, or fish.

Animal Name Gill Sans SC 36/40 Tracking: 0

Icons: 90 px

Photo : 228 px

Sorry Gill Sans Book SC 36/43 Tracking: +5 Enjoy Gill Sans Book SC 28/34 Tracking: +5

app photo The user will be able to see the information of an especific animal after clicking in an image, the information the user will be able to see is the vulnerability, habiat, specie, the place where the photo was taken, near by photos of other users, and some basic facts.

Animal Name Gill Sans SC 36/40 Tracking: +2 Scientific Name Gill Sans Light Italic 20/16 Tracking: +5 Right Menu Tittle Gill Sans SC 28/34 Tracking: +5

Photo : 472.5 px

Tags Text Gill Sans SC 16/20 Tracking: +5

Map: 224 px

Animal Info Gill Sans SC 22/26 Tracking: +5 Vulnerability Gill Sans Light 20/24 Tracking: 0 Vulnerability Icon Gill Sans Bold SC 24/28 Tracking: +5

Other photos: 103 px

Tags: 25 px

Space: 67 px

app animal of the month Every month the non-profit will have an animal that will be the main animal for a month, so in this month the user will find a lot of information about this animal, information from what they eat, and where they life, all the way to itâ&#x20AC;&#x2122;s history and vulnarability state.

Animal Menu Gill Sans SC 20/24 Tracking: +5 Right Tittle Gill Sans SC 20/24 Tracking: +5 Right Text Gill Sans SC 16/20 Tracking: +5 Vulnerability Gill Sans Light 16/20 Tracking: 0

Photo: 721.25 X 363.356 px

Vulnerability Icon Gill Sans Bold SC 15/18 Tracking: +5

Space: 25 px Icon: 25 px Space: 16 px

app animal history In this page the user will find an archive of every animal that have been selected to be the animal of the month, this way the user will have acces to a form of enciclopedia of animals.

Symbols Tittle Gill Sans SC 20/24 Tracking: +5 Meaninig of Symbols Gill Sans SC 16/20 Tracking: +5 Animal Name Gill Sans SC 36/43 Tracking: +5 Vulnerability Icon Gill Sans Bold SC 24/28 Tracking: +5

Photo: 228 px

Icon: 16 px

about us Basic information about the non-profit, this information is the why, mission and vision of Anima Mundi.

Tittle Gill Sans SC 36/43 Tracking: +5 Subtittle Gill Sans SC 22/26 Tracking: +5 Texts Gill Sans Light 16/20 Tracking: +9

support us As a means to get money, Anima Mundi will sell different kinds of merchandising to support their different conservation projects.

Photo: 228 px

item info Here the user will be able to chosse the different options that the item have, options such as color, size, quantity, etc.

T-shirt name Gill Sans SC 22/27 Tracking: +9 Options Gill Sans Light 20/24 Tracking: +5 Boxes Gill Sans Bold SC 15/18 Tracking: +5 Botton Gill Sans SC 20/24 Tracking: +5 Price Gill Sans SC 20/24 Tracking: +5

Color: 45 px Size: 25 px

Photo: 472.5 px

Small photo: 228 px

check out In the check out the user will see what is inside the cart before they accept the items.

Common Name Gill Sans Book SC 28/33 Tracking: +5 Scientific Name Gill Sans Light 20/24 Tracking: +5 Tittles Gill Sans Book SC 28/28 Tracking: +5 Text Gill Sans Light 20/24 Tracking: 0 Small photo: 120 px

shipping info The user will write the addres, city, postal, and other information refering to where the items are going to be shipped.

Common Name Gill Sans Book SC 28/33 Tracking: +5 Scientific Name Gill Sans Light 20/24 Tracking: +5 Tittles Gill Sans Book SC 28/28 Tracking: +5 Text Gill Sans Light 20/24 Tracking: +0

Second menu: 223.25 X 414.878 px Writing box: 447 X 37.5 px

Writing box: 211 X 37.5 px

Writing box: 447 X 64 px

make payment The user will write down the credit card information.

Space: 25 px

Space: 16 px

confirm order This is the last page before the user confirm the order, here the user will see all the informatioen enter and confirm the order.

Common Name Gill Sans Book SC 28/33 Tracking: +5 Scientific Name Gill Sans Light 20/24 Tracking: +5 Tittles Gill Sans Book SC 28/28 Tracking: +5 Text Gill Sans Light 20/24 Tracking: +0

apparel & more The idea of the apparel is to gather money for different projects that the nonâ&#x20AC;&#x201C;profit is working on.

tag This tag comes with every Anima Mundi’s article, the tag is printed in recicle paper with seeds, so instead of creating more waste, people can plant flowers.

Text 3 Gill Sans Italic 8/10 Tracking: +9

anima mundi foundation’s mission is to spread and defend the rights of animals and and the protection of the environment plant this tag and watch it grow

with this product, you are helping the environment. www.fundacionanimamundi.org

fundación

Text 2 Gill Sans Book SC 7/9 Tracking: +3

anima mundi

Text 1 Gill Sans Book SC 10/12 Tracking: 0