BC WILDLIFE FEDERATION
BRAND GUIDE
“Study nature, love nature, stay close to nature. It will never fail you.�
Image: Tony Reid
~Monet
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BCWF | 2017 Brand Guide
TABLE OF CONTENTS Moodboard ...............4 The Brand ..................5 The Logo ....................7 Logo Details ..............8 Logo Usage ...............9 Typography .............10 Colour ......................12 Photography ...........14 Application ..............17 Final Notes ..............19
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THE BRAND “Leading the conservation and wise use of BC’s fish, wildlife, habitat and outdoor recreational resources for the benefit of present and future generations”
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he BC Wildlife Federation is a province-wide voluntary conservation organization representing all British Columbian’s whose aims are to protect, enhance and promote the wise use of the environment for the benefit of present and future generations. The Federation can be traced back to the 1890’s when some of its operating clubs were formed, and it became a registered charity in 1969. They are British Columbia’s largest and oldest conservation organization.
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“Unless we are willing to encourage our children to reconnect with and appreciate the natural world, we can’t expect them to help protect and care for it.” ~David Suzuki 6
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THE LOGO
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 he logo was designed to encompass all that the BC Wildlife Federation is about.
The bear to symbolize wildlife and also it is a widely recognizable symbol of the province. The mountains to symbolize the depth and wide range the federation covers. The colour symbolizes nature from top to bottom. From the sky to the ground to the water. All part of the brands essence of protect, promote and advocate.
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LOGO DETAILS F or legibility reasons, the minimum size for the logo is 1/2–inch in height and 2– inches in width. Maximum size should be proportionate to the final printed piece. Manipulation or distortion of logo is not acceptable. The logo should always be placed at least 1/4–inch away from surrounding items, partner logos or the edge of the page.
SIZE 2 inches Wide
1/2 Inch High
SPACE
1/4 Inch
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USAGE T he BC Wildlife Federation logo should always remain in the same position and should always face to the viewer’s right. The colours should remain unchanged. The content of the bear should remain as-is and not be filled with other objects or images. Do not shrink/stretch the logo to fit your needs.
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TYPOGRAPHY Paralucent Bold ABCDEFGHIJKLMN OPQRSTUVWXYZ The quick brown fox jumps over the lazy dog 1234567890 Open Sans ABCDEFGHIJKLMN OPQRSTUVWXYZ The quick brown fox jumps over the lazy dog 1234567890
The BC Wildlife Federation text should always be in Paralucent Bold upper case, and should always be in-line and to the right of the logo. Paralucent Bold should also be used for headlines in web and print assets. Open Sans may be used for body text, bylines, credits and captions. Typography and colour are two of the most effective elements ensuring a clear and consistent presentation of the BCWF brand identity and are essential to maintaining a strong brand. The logos must never be reproduced in any other typefaces or colours than those specified. 10
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BCWF | 2017 Brand Guide
COLOUR T o ensure accurate colour reproduction the colours for all applications should match the Pantone®, CMYK, RGB or HEX specifications detailed here. Always use the colour version of the logo when printing in colour, on patterned or picture backgrounds. Always use the black and white version of the logo when printing black and white on patterned or picture backgrounds.
RAIN CMYK: 52 35 20 0 RGB: 131 150176 HEX: 8396B0 PANTONE: 5425 C RIVER CMYK: 70 54 36 11 RGB: 90 105 127 HEX: 5A697F PANTONE: 431 C OCEAN CMYK: 75 41 50 15 RGB: 70 114 114 HEX: 467272 PANTONE: 7475 C FOREST CMYK: 75 45 78 41 RGB: 54 82 58 HEX: 36523A PANTONE: 7735 C TWILIGHT CMYK: 95 85 47 60 RGB: 14 26 53 HEX: 0E1A35 PANTONE: 296 C
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PHOTO STYLE
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Photography used in combination with the BC Wildlife Federation logo should reflect wildlife, nature and evoke the feeling of wonder and awe. The images chosen should show vast mountains ranges, enchanting forests, utilization of the trails, lakes and mountains while respecting the environment. 2017 Brand Guide | BCWF 15
“One touch of nature makes the whole world kin.” ~William Shakespeare 16
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APPLICATION
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 hese are some examples of how the logo can be used on merchandise for consumers or on uniforms for employees and volunteers.
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veryone plays a part in managing the BC Wildlife Federation brand.
The way we represent the BC Wildlife Federation is in the stories we tell, the images we choose and the tone of voice. To keep the BC Wildlife Federation brand strong, we all need to speak in one voice. By utilizing these brand guidelines, we can present unified visuals and messages in communications and marketing that create that voice. If you have any questions, please let us know. Designer: Lyndsey Krezanoski lyndseykrez@gmail.com
Images courtesy of: Ahmed Radwan, Tony Reid, Lyndsey Krezanoski, Wikipedia, Mike Dennier, Chad Madden, Kalen Emsley, Bryce Evans, Yoshi Takekawa, Paul Gilmore, Nico Uk, Thomas Lefebvre, Tim Bogdanov, Laura Aziz, Jamie Street, Greg Becker & Adrian Aows.
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Lyndsey Krezanoski Š 2017