level up. We believe stewardship should start at a young age. It’s the National Park Trust’s mission to get kids excited about nature earlier on, so we can all enjoy our parks for years to come.
4
TABLE OF CONTENTS Logo 6 Servicemark Rules
7
Color 8 Typeface 10 Unacceptable Logo Usage
12
Imagery & Photography
14
5
LOGO 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 becomes a powerful tool for building and maintaining equity in the National Park Trust brand.
Logo Concept For the logo, the concept of the mark is to connect multiple elements of nature into a singular and cohesive design: The overall shape of the mark represents an acorn, the top “cap” features the peaks seen in a mountain top, the negative space that cuts the mark into two halves has the form of a river, and the bottom of the acorn can reflect a shield of badge, such as seen in a Boy Scouts’ patch or a park ranger’s badge. Nature and ecosystems can only be sustainable and function when all of its elements flow together in harmony, and this is to be echoed in the National Park Trust’s logo. The tint or orange used in the mark is a perfect balance of organic colors, and something that is warm, but not too hot. The logotype— created using the typeface Kabel Black—is an exciting and intriguing font, that is welcoming and playful, but also not too hectic. A large part of the brand’s goal is to appeal to the youth, and I believe that this is a logo that can attract to both the youth and adults, which is integral to the organization’s mission.
6
SERVICEMARK RULES The National Park Trust logo, including its design elements and colors, are servicemarks owned by 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 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 X-height unit of the logotype (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. x
x
x
x
x
Minimum Acceptable Usage The minimum size of the National Park Trust logo is .25" tall, or 6.35 millimeters (as seen in actual-size here). .25
.25 .7
7
COLOR 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.
8
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.
PMS717 9C 72M 100Y 1K 222R 103G 39B #DE6727
PMS426 0C 0M 0Y 90K 65R 64G 66B #414042
9
TYPEFACE 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 Kabel The typeface is an important element of the National Park Trust brand appearance. The Kabel type family is used to complement the National Park Trust logo, it sets a confident, contemporary tone. Use Kabel for the logo’s logotype, and for headlines and sub-headlines only.
Zurich Zurich gives users a lot of flexibility by offering a broad range of type weights and styles, for both headline and text. Use Zurich for all professionally printed materials that feature large amounts of copy.
Web Typeface Zurich Use for web and screen applications. For headers use Kabel*; body copy use Zurich.
PowerPoint Presentations Zurich
10
kabel kabel kabel
kabel black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
zurich zurich zurich
zurich ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
11
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:
Rearranging how the type is set.
Removing the logo mark from the type.
12
Cropping any part of the logo
Placing a drop shadow behind
mark or type out.
the logo.
Skewing the logo from its
Using colors not included in
original format.
standards manual.
Buddy Bison Family Day! Placing logo on colors with a
Adding extra words or phrases
vibrating background.
to the logo.
Adding any additional graphical
Enclosing the logo in a border,
elements to the logo.
or any other shape.
13
IMAGERY & PHOTOGRAPHY Choosing the right image for communication collateral is critical to the brand’s image. The stylistic parameters of the images and how the images are treated, through color and contrast, help to reflect the brand style: natural, organic, and inviting. • 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.
14
Nature Photography Do Don’t
Image is bright and sunny,
Foggy and unclear what is being
and depicts the figure in the
depicted; figure not shown in the
background enjoying nature.
best light.
Do Don’t
Friendly and off in the distance.
Very tight angle and violent.
15
Digital Campaign Do Don’t
This camel can help lead the way!
up. world now
Well-rendered and matches the
Poorly-rendered, and does not
style of our iPad app.
reflect the voice of the brand.
Do Don’t
Friendly and relatable to children.
Violent, and is not appropriate for the age group.
16
Kids Photography Do Don’t
Show kids with an interest in
Blurry, poorly lit, and hard to tell
nature; cropped and lit well.
what the focus of the image is.
Do Don’t
Shows kids active in nature,
Hard to see kids faces, dim
playful, and good photography.
weather, and poorly framed.
17
18
no downloads required. start exploring your world now at parktrust.org
19
parktrust.org