BRAND IDENTITY
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Table of Contents
3 Logo 5 How Not To Use 7 Colors 9 Fonts 11 Photography 13 Patterns 15 Icons 2
LOGO The Dinosaur Hampton logo is a symbol that represents our unique company and its use and reuse of eccentric and vintage clothing. Here are some rules of the road when using our logo.
Logo
Wordmark
Logo Combined With Wordmark
Minimum Size Establishing a minimum size ensures that the impact and legibility of the logo is not compromised in application.
The Dinosaur Hampton logo should never be smaller than 70px in digital or 20mm in print
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The Dinosaur Hampton Woodmark should never be smaller than 21px in digital or 6mm in print.
Exclusion Zone The logo and the icon’s exclusion zone is equal to hald of the icon (marked as × in the diagram). The top and bottom of the wordmark follow this rule but the sides are equal to the height.
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HOW NOT TO USE
Do not put the two words in the wordmark side by side
Do not switch the fonts in the wordmark
Do not seperate the wordmark to be above and below the logo
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Do not make the two words the same point text. They should be the same width.
Do not change both of the words to be the same font
Do not move the words in the wordmark off their horizontal axis
Do not move the words in the wordmark off their horizontal axis
Do not put the logo on a solid ‘Dinosaur Green’ background
Do not rotate the logo
Do not change the color of the tie to a grey unless the whole document is black and white
Do not change the color of the tie to a green that is not a tint of ‘Dinosaur Green’
Do not remove the stroke from the tie
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COLORS Dinosaur Green #8DC642 R141 G198 B66 C50 M0 Y98 K0
Dinosaur Green 60% Tint #8DC642 R141 G198 B66 C50 M0 Y98 K0
Dinosaur Green 45% Tint #8DC642 R141 G198 B66 C50 M0 Y98 K0
Dinosaur Green 25% Tint #8DC642 R141 G198 B66 C50 M0 Y98 K0
Dinosaur Green 10% Tint #8DC642 R141 G198 B66 C50 M0 Y98 K0
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Dinosaur Hampton has five main colors to use in print and in digital. The main brand color has been coined as ‘Dinosaur Green’ but is also known as ‘Green Apple’. This color should be used for most main brand deliverables. Tints of 60%, 45%, 25% and 10% of Dinosaur Green may also be used, but the 100% tint color must be the primary color. Make sure not to use any shade of green other than Dinosaur Green. Permission must be recieved to use any colors not specified in official graphics for Dinosaur Hampton. Photographs and anything on clothing are exceptions to this rule.
White
#FFFFFF R255 G255 B255 C0 M0 Y0 K0
Black
#191414 R25 G20 B20 C0 M0 Y0 K100
Black
53% Tint #191414 R25 G20 B20 C0 M0 Y0 K100
Neutral Colors such as white and black are always acceptable. If a gray needs to be used then black with a 53% tint should be used. Dinosaur Green should still be the primary color of any graphic.
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FONTS
Pompiere Pompiere is the primary font of Dinosaur Hampton. A fun script font, it offers it has a playfulness which we feel like our brand displays. It is distinct and can be easily recognized. It is to be used for titles and any other small bouts of text.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
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Futura Medium Futura Medium is the secondary font of Dinosaur Hampton. A sans serif font, it offers clean, bold lines and a modern edge. It is versatile with many dintinct weights. It is to be used for blocks of text of any kind
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
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PHOTOGRAPHY Photography for Dinosaur Hampton should always stay on brand. One important style we try to keep is a vintage or antique look. If you are not well versed in color editing and want to achieve these effects CVATIK provides presets that can achieve a similiar look. To make it easy to stay on brand we have provided a simple list of requirements.
Exposure should be correct Tints should be slighlty green Always photograph models from the waist up or further away Grain should be set to at least 30 and not excede 55 Highlights should be taken down by 10% and whites should be raised at least 5% to account for this No oranges or yellows should be used unless they are on a garmet A vignette of -10 should be applied to every photo
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PATTERNS
Dinosaur Scales Pattern
Dinosaur Bones Pattern
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Dinosaur Hampton has two patterns to use on promotional material and any deliverables. These patterns are the Dinosaur Scales pattern and the Dinosaur Bones pattern. Each can be interchanged on most graphics but must never be used on the sasme piece.
Example of Dinosaur Scales Pattern on a small decorative graphic
Example of Dinosaur Bones Pattern on clothing tag to be used in stores
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ICONS
T-Rex Embroidary
Tryiceratops Embroidary
Stegosaurus Embroidary
Pteradactl Embroidary
There are four Dinosaur Hampton embroidered icons to choose from, a t-rex, tryceratops, stegosaurus, and a pterodactly. These icons are to be placed on the frocket (front-pocket) of specified clothing, on the left side of the weaer’s chest.
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Examples of embroidered icons on clothing
Close ups of icons on their respective clothing pieces
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