JUMPING JACK PHOTOGRAPHY IDENTITY STYLE & USAGE
This is a guide to the basic elements that make up Jumping Jack Photography. Have a read, it will help you get to know us a little better. 03 Our Story 05 Our Logo 23 Our Typeface 27 Our Colors 29 A final thought
OUR STORY
Our story begins in a small fishing town to the south of Seattle, WA. The year was 2012, the setting was the town of Gig Harbor, and two friends, who were both fanatically in love with photography, decided to start a business together. Danny Buck, a real sucker for landscape photography, and Heather West, an animal enthusiast, joined forces to offer the community a specialized photography service.
Jumping Jack Photography’s mission is to not only provide a quality photography service, but to also inspire and encourage people to put down the remote, game controller, fashion magazine, what-have-you, and get outside to enjoy the scenery. They also actively support and encourage others to support local animal shelters and rescue services.
“We love what we do, and can only hope to provide you with something you’ll love as well!”
03
This is Jack! Jack loves to jump... really loves to jump. Our pal Jack is Heather’s adorable dog, who has been our photography companion for years. He has traveled with us to the top of the highest mountain, and to the bottom of the deepest revene. He has become our mascot and we proudly show him off in all his glory within our brand logo.
04
OUR LOGO
Our logo is a very valuable asset. Please treat it nicely and follow our guidelines for its care. Logo abuse is cruel and we love ours very much.
This logo is to be used for all printed and digital collateral including, but not limited to, publications, advertising, billboards, posters, packaging, mobile applications, websites and presentations.
05
The following guidelines must be followed for all use of our logo and it’s supporting elements: 1) Use only approved Jumping Jack Photography logo artwork as provided.
Full color positive logo: use the positive, full color version on light or white backgrounds.
06
Full black logo: use this version on white backgrounds when printing options are limited, or the design theme is B&W.
Full color reverse: use this version on dark color backgrounds, as well as dark areas within photographs.
OUR LOGO 2) The symbol (dog) may be used seperately from the logotype, however, the logotype may not be used separated from the symbol.
When using the symbol on its own, limit use to promotional collateral, such as t-shirts, keychains, etc.
Do not use the logotype seperated from the symbol. This look is too off balanced for our brand representation.
07
3) The logo is not accompanied by the standard or registered tradmark symbols (™) (Ž).
Do not add the standard trademark symbol to this logo.
08
Do not add the registered trademark symbol to this logo.
OUR LOGO 4) To properly stage the logo, a minimum clearance between the logo and other elements must be maintained. The cap height of the “G� in the logo indicates the measurement of minimum clearence between the logo and other elements on all sides.
09
5) The logo must be used as provided by Jumping Jack Photography with no changes, including but not limited to:
Do not alter the color of any element of this logo, except for when the design theme or printing limitations call for allblack or all-white.
10
OUR LOGO
Do not replace any of the typefaces.
11
Do not squish, stretch or distort the logo.
12
OUR LOGO
Do not alter or swap the position of any elements within the logo.
13
Do not place the logo on any background color other than black, and only when using the reversed all-white version.
14
OUR LOGO
Do not change the size relationship of or between any elements within the logo.
15
Do not flip or rotate the logo.
16
OUR LOGO
Do not enclose the logo within any shape.
17
Do not remove any elements within the logotype or sumbol.
18
OUR LOGO
Do not add effects such as drop shadows, gradients, or shading.
19
Do not create logo “lockups” by adding text of any kind to the logo.
20
OUR LOGO
Do not add any elements to the symbol.
21
22
OUR TYPEFACE
We know our logo symbol is ridiculously cute! So we took care in choosing a typeface that compliments it. Our typefaces should be used as outlined by this guide. The following are our corporate typefaces, and while we spend rarely any time in suites, we take their use seriously.
23
Amatic SC is a handwritten and all-caps typeface with a lot of character. Take care in adjusting kerning to be visibly pleasing. This is the main typeface for the logo, and should only be used as such.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqratuvwxyz (.,’”/<>:;!@#$%^&*)1234567890 24
OUR TYPEFACE Oswald is san seriff, straight, and comes in light, book and bold. It is a well matched typeface with Animatic SC. Within our logotype, use this typeface as book. For other branding elements, use it as Light.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqratuvwxyz (.,’”/<>:;!@#$%^&*)1234567890 25
26
OUR COLORS
Our colors are what give us our personality. They reference our passion for landscape photography, and offer a balanced pallet to choose from. This is the color for the logo symbol, headlines in printed editorials, and used for emphasizing hierarchy within body copy.
Pantone 376 uncoated
DIGITAL
HEX: #9FC54D
27
This is the color for the logotype, all body copy within editorials (except for headlines), and all secondary elements within branding.
Pantone 430 uncoated
DIGITAL
HEX: #959AA0
NOTE: You can only reproduce the Jumping Jack Photography logo using these colors, except for when design purposes call for the all black or all white versions. Oh Yeah! We also donâ&#x20AC;&#x2122;t like black, so if you can avoid using it...AVOID IT!
28
A FINAL THOUGHT
A final thought... These guidelines are for the use of Jumping Jack Photography design teams and agencies only. If youâ&#x20AC;&#x2122;re ever in doubt, just refer back to this document. We donâ&#x20AC;&#x2122;t ask for much, just for a little love and respect for our brand.
Give it your best shot and make us proud!
29