SPCA & Thrift Store
Brand Guidelines
Table of Contents: 3 – About the Brand
4
About the Brand: Logo Variations
5
About the Brand: Colors
6
About the Brand: Type Family
7 – Image Tone
8
illustrations
9
Photos & Images
10
Web Banners
11 – Stationery Set
12
Business Cards
13
Envelopes
14
Letterheads
Table of Contents • 2
SPCA & Thrift Store
About the Brand: Caring • Devoted • Charming • Informative • Vibrant These five words center around the brand as a whole, making sure the audience feels this way about the brand and company when looking at products and services. The logo represents who the angel is towards the cat. This would be someone who adopts, a volunteer at the center, or someone who financially sponsors Cats’ Angels. The following section goes over key brand elements such as the logo, colors, and type.
3 • About the Brand
SPCA & Thrift Store
SPCA & Thrift Store
SPCA & Thrift Store
Logo Variations: With the logo’s mathematical buildup, its is symmetrically balanced with the center point being at the cat’s nose. The overall makeup of the logo is based on a cut-diamond to give it diagonal cues and movement, while still maintaining its soft curves and feeling. The logo in black or white form is able to stand out against most solid or textured backgrounds. Logotype does not always need to accompany the logo depending on size and what it’s placed on. For example, a small 1'' pin button can just have the logo and not the logotype.
About the Brand • Logo Variations • 4
Primary Color: Pantone 1565 C C-0 M - 45 Y - 62 K-0
R - 248 G - 159 B - 106
The muted orange gives a sense of vitality and energy, which is a key element in defining the brand and mood overall towards what a life with a cat should be like. 60% of color used should be orange.
Secondary Colors: Pantone 324 C C - 37 M-0 Y - 16 K-0
R - 157 G - 216 B - 217
Pantone 7486 C C - 28 M-0 Y - 54 K-0
R - 189 G - 220 B - 148
Pantone 602 C C-7 M-3 Y - 64 K-0
5 • About the Brand • Color
R - 214 G - 230 B - 124
These analogous colors provide contrast with the primary color, as well as invoke moods of life, serenity, and happiness. In terms of when to use them; 20% blue, 15% green, and 10% yellow. Blue contrasts the most visually and emotionally with the orange, invoking calm and serenity. Green has a similar effect, but also brings feelings of life and vigor. Yellow invokes happiness, but should be used as a highlight or single accent if needed.
Type Family: Arial Narrow ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 .,!&#? Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 .,!&#? Arial Rounded MT Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 .,!&#? Type should be used as such: Arial Narrow as body type, footers, and captions. Used to invoke the “informative” aspect of the brand. Should not be used at sizes past 12pt. Arial as sub headers and short instances of text. Used to also invoke the “informative” aspect of the brand. Best used for address labels, business cards, and posters. Sizes can vary, but should be smaller than Arial Rounded MT Bold should they be near each other. Arial Rounded MT Bold as headers, titles, and other short and large instances of text. Used to invoke the charming aspect of the brand. Should be used at sizes larger than 15pt.
About the Brand • Type Family • 6
Image Tone: Images for Cats Angels vary from illustrations to photographs. Where they can be used depends on any additional information that will be added/complementing the image. The following section goes over how images may be used and what tones are appropriate.
7 • Image Tone
illustrations Illustrations should be colorful and harmonize with any type color that appears with them. Symbolism, if used, should be subtle and shown through color association. They must also be able to portray the information shown with them. If there isn’t a mood to the information, illustrations must appear positive. Other than what is specified above, illustrators have creative freedom over style and textures used in illustrations.
Be A Cat’s Angel Sponsor or adopt a feline friend at CatsAngels.com
Image Tone • Illustrations • 8
Photos & Images Photo quality may vary, depending on the subject and what the photo will be used for. If a phone camera is what’s available and appropriate to the location/event, use it. Any photos of cats should be taken from the cats residing at our business location, or from another shelter or event if we are spreading information about adopting from other locations. Any other photos that are used can do their best to be cat related.
9 • Image Tone • Photos & Images
Web Banners Margins can vary across banner sizes, but logo placement should be in the lower left or right corner and contrast with the background or cat’s fur. CatsAngels.com must be in orange, however, all other type can be any secondary color. Type must be set to Arial Rounded MT Bold.
Image Tone • Web Banners • 10
Stationery Set: The following section goes over Cats Angels stationery elements. This includes business cards, letterheads, and envelopes.
11 • Stationery Set
Business Cards Margins are set to 0.375’’ for the front and back. Front logo must be centered, back information must be set left. The logo should be watermarked on the right as shown, with very little overlap on type. Should be printed on white card paper. Type for employee’s name should be in Arial Rounded MT Bold at 11pt, and all other information in Arial. Sub-header is at 8pt and additional information is 7pt.
Front SPCA & Thrift Store
Cats Angels Inc. SPCA Nassau County
Back 904 • 321 • 2267 catsangels@catsangels.com 709 South 8th Street • Fernandina Beach • FL • 32034
Stationery Set • Business Cards • 12
SPCA
Envelopes Margins set to 0.25''. Place logo at the corner of the top left margin. Sending address is to be in Arial at 8pt, aligned with the logotype. Recipient address is 12pt, and starts 4'' from the left edge and 2'' from the top. Envelope flap can be a solid color – any of the brand colors – or blank.
SPCA & Thrift Store
709 South 8th Street Fernandina Beach • FL • 32035
Katherine Felineskison 33883 Nekoma St. Yulee • FL • 32097
13 • Stationery Set • Envelopes
Letterhead Margins set to 0.625’’. Place logo at top left corner of margin along with address, and place business information at the bottom in Arial at 8pt. Aside from the logotype and address label, all text on the letterhead should be in Arial Narrow. Body type should be 11pt with 14pt leading. Bottom margin can be blank, or have a 0.5'' bar of solid color – any of the brand colors – containing additional information such as phone, website, and email.
SPCA & Thrift Store
709 South 8th Street Fernandina Beach • FL • 32035
01.14.2016 Katherine Felineskison 33883 Nekoma St. Yulee, FL, 32097
Greetings Katherine Felineskison, A wonderful serenity has taken possession of my entire soul, like these sweet mornings of spring which I enjoy with my whole heart. I am alone, and feel the charm of existence in this spot, which was created for the bliss of souls like mine. This is what I feel when I look at a cat. I am so happy, my dear friend, fellow cat lover, so absorbed in the exquisite sense of mere tranquil existence, that I neglect my talents. I should be incapable of drawing a single stroke at the present moment; and yet I feel that I never was a greater cat artist than now. When, while the lovely valley teems with vapor around me, and the meridian sun strikes the upper surface of the impenetrable foliage of my trees, and but a few stray gleams steal into the inner sanctuary, I throw myself down among the tall grass by the trickling stream; and, as I lie close to the earth, a thousand unknown plants are noticed by me: when I hear the buzz of the little world among the stalks, and grow familiar with the countless indescribable forms of the insects and flies, then I feel the presence of the Almighty Cat God, and my breath escapes. Sincerely,
Beth Harkingson Executive Director
CatsAngels.com |
904 • 321 • 2267 |
catsangels@catsangels.com
Stationery Set • Letterhead • 14