brand guidelines
Table of Contents
Logo Concept
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Clear Space & Minimum Usage
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Color
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Unacceptable Logo Usage
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Typography
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Photography Guidelines
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National Park Trust The National Park Trust logo is a foundational component of our brand. It has been designed to represent the momentum and ideals of our company, make us highly recognizable, and differentiate us in a competitive marketplace. When used with care, our logo and accompanying elements become a powerful tool for building and maintaining equity in the National Park Trust brand.
Concept The National Park Trust logo portrays the spirit of the outdoors through nature-based iconography and an emphasis on growth and upward motion. The monoline style generates a clean and sophisticated look, while the imagery maintains a child-friendly and accessible quality. The clean, angular lines of the mountain and tree create a pleasing contrast with the typeface and bird. Birds have long held a variety of meanings and have often been the subject of metaphor. The bird plays both roles in the National Park Trust logo. It is a symbol of power, change, movement and adventure, all captured as the bird soars above the mountaintops and trees.
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Servicemark Rules The National Park Trust logo, including its design elements, colors, and tagline, are servicemarks owned by The National Park Trust. The logo may only be used in accordance with this style guide. Never alter the logo in any way. The electronic logo files available that are supplied by The National Park Trust are the only files that should be used.
Clear Space Unless otherwise prescribed, the logo should be surrounded by an area of white space equal to at least one and a half X-height units with the tagline and without (see illustrations). The X-height is defined as a square whose sides are the same length as the height of the “National Park Trust� letters in the brand logo.
Minimum Acceptable Usage The minimum size of the National Park Trust logo with the tagline is 12.7mm or 0.5".
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1.5x
1.5x
x-height
1.5x 1.5x
0.5"
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Color Applications for Logo Appropriate use of the logo is the most important part of maintaining the National Park Trust brand. The consistency of its appearance is critical to communicating the principles and overall strength of the brand.
Color Variations Only these logo color combinations are permitted. Do not create your own variants. Always reproduce them from approved artwork. Four different versions of our logo color combinations may be used: Grayscale/Black: For black and white publications, or against light or bright colored backgrounds where the primary version is unreadable. Reversed White: Reversed to white against a dark or bright background, 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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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 colors will not reproduce the correct colors if printed professional, therefore they are not to be used for printed materials. Your screen my convert the colors differently depending on specific settings and calibration. HEX values are standard on the web.
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PMS Black 6 C86 M69 Y43 K55 R76 G78 B86 Hex#4c4e56
PMS 152 C0 M46 Y72 K12 R224 G122 B63 Hex#e07a3f
PMS Medium Blue C99 M22 Y0 K1 R0 G135 B199 Hex#0087c7
PMS 355 C82 M0 Y92 K0 R25 G151 B93 Hex#19975d
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Unacceptable Logo Usage Our logos are custom-designed artwork. With this in mind the proportions and positioning of each element in our logo configurations are important to uphold. Never alter the logo in any way. Here is a list of common mistakes to make it easy to avoid misrepresentation: Altering the logo in any way diminishes it’s strength, changes it’s meaning, and disconnects it from its sophistication.
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Do not alter the layout of the logo or type.
Do not set the logo at an angle.
Do not change the scale of the logo
Do not disproportionately resize the
Do not add effects to the logo or type.
Do not separate the logo from the type.
national park trust
Do not alter the typography of the logo. 10
Bariol Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Typefaces 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. Primary Typeface: Bariol The typeface is an important element of the National Park Trust brand appearance. The Bariol type family is used to complement the National Park Trust logo; it sets a confident, contemporary tone. Bariol gives users a lot of flexibility by offering a broad range of type weights and styles, for both headline and text. Use News Gothic fonts for all professionally printed materials. Web Typeface: Use for web and screen applications. For headers use Bariol For body copy use Brandon Text PowerPoint Presentations: For headers use Bariol For body copy use Brandon Text
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Brandon Text Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Medium ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Secondary Typeface: Brandon Text The Brandon Text type family is used to complement the National Park Trust logo and the Bariol typeface. Brandon Text is to be used for large blocks of copy when readability is key.
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Imagery & Photography: Choosing the right image for communication collateral is critical to the brand. The stylistic parameters of the images and how the images are treated, through color and contrast, reflect the brand style: friendly, youthful, and modern. · The content of the images (people, places, situations, and actions) should feel real, meaningful, and engaging. · The style (cropping, focus, light, and perspective) should feel natural, warm, connected, and impactful. · Color is used as a means of further connecting the imagery and color blocks, which will be illustrated in subsequent pages. · Images of nature should be beautiful and “silent.” They should not feel shouty or over the top. The landscapes should speak for themselves. · Photos of kids playing in nature should reflect a sense of exploration. Adults may be present, but must not be the focal point or shown in leadership roles. The imagery should have an energetic vibe that focusses on the child having a meaningful experience with nature.
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Examples of acceptable imagery:
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Examples of unacceptable imagery:
No over the top HDR
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No unadventurous and posed looking photos
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No photos with adults in leadership roles
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No photos of unnatural (built up, urban) locations
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