BRAND GUIDELINES
BRAND GUIDELINES
TABLE OF CONTENTS Mood Board
2
Primary Logo
4
Secondary Logo
6
Color Usage
8
Photo Background
10
Unacceptable Usage
12
Typography
14
Color Palette
16
1
CHIC CLASSIC ELEGANT MOOD BOARD The inspiration for this years Fur Ball Gala comes from the iconic 1961 film Breakfast at Tiffany’s. The script typeface used in the logo gives off a classic and elegant feel, while the dog illustration gives it a more playful flair. This black-tie event caters to the most passionate supporters within the San Diego Humane Society community so we want to give them a night that they will never forget with their furry little friends.
BRAND GUIDELINES
3
MINIMUM SIZE The smallest this logo should be represented is 1.75� high. BRAND GUIDELINES
PRIMARY LOGO This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify the website, social media presence and other materials, and enhances the professionalism of the brand. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to the guides.
5
SECONDARY LOGOS
LOCKUP
The secondary logos can be used in replace of the primary logo (but should never be used directly next to the primary logo). The symbol logo can be used when the full primary logo is not necessary or in cases where the brand name is already displayed in plain text. The
A. Stacked B. Wordmark
wordmark logo is best used when wanting to incorporate a more simplified version of the main logo.
BRAND GUIDELINES
SYMBOLS C. Dog D. Dog Badge
A.
B.
C.
D.
7
COLOR USAGE The color usage for Fur Ball Gala is fairly minimal. The logo will mostly be used in black or white with a pop of color against neutral backgrounds, but can also be used as a solid black or white. A.
C.
BRAND GUIDELINES
B.
D.
CLEAR SPACE
.25”
.25”
.25”
To ensure legibility, always keep a minimum clear space around the logo. This space isolates the mark from any competing graphic elements like other logos or body copy that might conflict with, overcrowd, and lessen the impact of the mark.
.25” .25”
.25”
.25”
The minimum clear space is defined as a height of .25” on each side. This minimum space should be maintained as the logo is proportionally resized.
9
.25”
BRAND GUIDELINES
PHOTO BACKGROUND There are a couple ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the logo and type aren’t obstructed by the image. In most cases, you can use either a solid white or solid black logo on top of a background image. TIPS: 1. Photos with shallow depths-of-field work best 2. Avoid busy images with too much detail 3. Applying a darker transparent overlay on an image helps makes text more readable
11
A. Don’t rotate the logo B. Don’t squat or stretch C. Don’t place elements in the logo clear space D. Don’t resize any part
UNACCEPTABLE USAGE A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the overall look of the logo by rotation, skewing or distorting in any way — that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. Here are a few examples of some ways you should NEVER ever consider using the logo.
E. Don’t rearrange parts or create compositions that are not already provided F. Don’t use logo variations next to the primary logo in the same design G. Don’t use off-brand colors — Reference the color usage section H. Don’t add drop shadows or other text styles I. Don’t contain the logo in a box when used on a background
BRAND GUIDELINES
A.
B.
C.
D.
E.
F.
G.
H.
I.
13
FUR BALL GALA 2019 President and CEO Dr. Gary Weitzman and the Board of Trustees cordially invite you to join us at the 34th Annual Fur Ball.
BRAND GUIDELINES
TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces should be used across all print and web applications.
DIN CONDENSED Use for headlines
Uppercase
DIN Condensed Light A B C D E
F G H
I
J K L M
N O P Q R S T U V W X Y Z
ROBOTO Use for body copy
Roboto Light
Uppercase
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
15
CHARCOAL CMYK: 0.03, 0.03, 0,00, 0.74 RGB: 65, 65, 75 HEX: #414143 Pantone: 19-0303 TPG
COLOR PALETTE Color is an integral part of brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but color also serves a psychological purpose by communication a certain feeling to your audience.
TIFFANY BLUE CMYK: 0.43, 0.01, 0.00, 0.19 RGB: 118, 204, 206 HEX: #76CCCE Pantone: 3105 XGC
COOL GRAY CMYK: 0.43, 0.01, 0.00, 0.19 RGB: 180, 180, 181 HEX: #B4B4B5 Pantone: P 179-5 C
BLACK CMYK: 0.00, 0.00, 0.00, 1.00 RGB: 0,0,0 HEX: #000000 Pantone: 20-0200 TPM
BRAND GUIDELINES
17