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CONSERVE NORTHWEST brand guidelines
OUR MISSION by definition, humans are inseparable from nature. exploring wilderness, interacting with wildlife, and seeing the beauty of nature are all integral parts of what it means to be human. a sustainable future will involve a society integrated with nature where we work together with our ecosystems and wildlands. seattle-based, conserve northwest, restores and maintains ecological diversity in the pacific northwest through protecting wildlife, educating people, and advocating for the environment. by adopting this holistic approach with emphasis on responsibility and individual agency, conserve northwest has built a sustainable model for protecting and maintaining the land we live, learn, and grow with.
OUR BRAND conserve northwest is one of the largest, most successful conservation groups in the Pacific Northwest. our brand identity goal is to create an iconic logo, an eye catching color scheme, and consistency throughout their usage. this guide will help you to understand the finer points of our logo and branding.
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CONTENTS KEY ELEMENTS logo logotype sizing & spacing color do’s & don’ts other treatments
5 7 9 11 13 15
TYPE TREATMENT typeface specifics
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LOGO this is the Conserve Northwest logo. on a white background we like it to be either black, or this turquoise color. the logo may be used without the logotype. if it is used, we like it to be centered with a lot of room to breath around it. (don’t make our logo feel claustrophobic)
INVERTED LOGO when inverting the logo, we like it to be white on this same turquoise color. same rules apply when treating the white logo.
KEY ELEMENTS
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LOGOTYPE this page shows two ways we like to see text associated with our logo. the logotype is either centered under our logo, or set right with a common baseline. the only text that can be treated this way is our logotype and tagline. promotional text using our brand can be added below the logo on a discretionary basis. (more typeface information later on in this guide.)
INVERTED LOGOTYPE same rules as the logo. when inverting the logotype, we prefer white on this turquoise color. because white on a color sometimes has printing issues, make sure to increase the weight from regular to demibold for the tagline when printing at smaller sizes.
KEY ELEMENTS
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SPACING spacing is important to us. we like consistency, so the spacing in and around our logo and logotype should be consistent. to the right you will see a turquoise box denoted by an “x”, this represents the spacing between our tagline and our brand name. the space between our logo and brand name is three times bigger; denoted by a “3x” when setting the logotype right of the logo, we like a single “x” space between it and the logo.
SIZING sizing is also important to us. our logo looks great, inverted or not, at any size bigger than one inch (measured by the base of the triangle) at times when the logo needs to be smaller than one inch, we use a simplified version of the logo and forgo using any text with it. at very large sizes our logo looks great without any text associated with it. reinforcing the iconic nature of the mark.
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KEY ELEMENTS
x
3x x
1in
<1in
1in
<1in
COLOR USAGE color is very important to us. we only use one color in our branding. and it happens to be this turquoise color. we like this color because it represents the spirit of the northwest. its a nice mix of blue and green and it goes well with black and white. the cmyk values for this color are below:
(c65m0y39k0)
KEY ELEMENTS
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DO’S & DON’TS we’ve talked a lot about the correct way to treat our logo and logotype. doing things the correct way makes us happy. now lets talk about what NOT to do. please do not put black on turquoise, do not stretch or skew the logo, do not change the color scheme, do not outline, do not rotate, and do not use more than one color within the logo.
KEY ELEMENTS
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OTHER TREATMENTS the three main points of our company can be simplified into wilderness, wildlife, and responsibility. when we’re referencing one of these specifically or all three at once, we like treating our logo in a certain way. (shown here) these separate logos will always appear with their respective category underneath them. on all company photography, promotional material, posters, etc. a “tag” may be used in the lower right hand corner. example on the right. the tag can be scaled to any size bigger than 1.5” wide.
KEY ELEMENTS
WILDERNESS
1.5 in
WILDLIFE
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RESPONSIBILIT Y
TYPEFACE we like using Avenir Next as our brand typeface. Avenir Next has a wide array of weights & styles, making it very versatile , simple, and easy to use. in all body text we use the regular weight. for titles (as well as our brand name) we like demi bold in all caps at a larger size. to the right you can see examples of each of the weights within the family.
TYPE TREATMENT
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AVENIR NEXT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
SPECIFICS our logotype should be treated the same way no matter what. we like using demibold for our brand name, and regular for our tagline. use metric kerning across the board, and track both out by 30 units.
COLOR the same color rules that apply to the logo apply to our type treatments. we like white on turquoise, or black on white. when using white on turquoise, be careful with readability. once the type size goes below 7pt, increase the weight and tracking to help readability.
TYPE TREATMENT
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CONSERVE NORTHWEST restoring ecological diversity to the pacific northwest
CONSERVE NORTHWEST restoring ecological diversity to the pacific northwest
CONSERVE NORTHWEST restoring ecological diversity to the pacific northwest
EXAMPLES
OUR MISSION by definition, humans are inseparable from nature. exploring wilderness, interacting with wildlife, and seeing the beauty of nature are all integral parts of what it means to be human. a sustainable future will involve a society integrated with nature where we work together with our ecosystems and wildlands. seattle-based, conserve northwest, restores and maintains ecological diversity in the pacific northwest through protecting wildlife, educating people, and advocating for the environment. by adopting this holistic approach with emphasis on responsibility and individual agency, conserve northwest has built a sustainable model for protecting and maintaining the land we live, learn, and grow with.
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thank you for reading! donâ&#x20AC;&#x2122;t break our brand guidelines and weâ&#x20AC;&#x2122;ll be happy. continue to explore and enjoy the outdoors.