STYLE GUIDE
MANDATORIES PRIMARY LOGO • The primary logo is set in negative and is housed by a solid, vertical box • The wordmark always appears separate and beneath the leaf icon • The wordmark is flush aligned to the width of the vertical box
SECONDARY LOGO • The secondary logo is a horizontal version of the secondary logo • The wordmark always appears separate and to the right of the leaf icon • The wordmark is flush aligned to the height of the vertical box
TERTIARY LOGO • The tertiary logo is set in positive • The wordmark always appears to the right of the leaf icon • The bottom of the stem aligns with the base of “PEOPLE” • A white version of all logos is available for use on a solid or dark background as necessary
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LOGO USAGE 0.5”
0.5”
CLEARSPACE • Maintain equal spacing around all parameters of the logo • Avoid placing type or other elements within the set boundaries • All logos should appear with a minimum of 0.25” (when running at the minimum size) to 0.5” of clearspace around the logo
0.5”
0.5”
MINIMUM SIZE REQUIREMENTS Primary minimum 1” in height
Secondary minimum 0.6” in height
Tertiary minimum 1” in height
• To maintain legibility in all mediums, please refer to the minimum size requirements to the left • If it becomes necessary to run the logo at a smaller size than the minimum suggests, use a solid filled leaf icon as shown below for best legibility Smallest Use (Use solid filled version ONLY if absolutely necessary; it is preferred to run at the minimum sizes listed to the left)
0.75” in height solid filled positive leaf
solid filled negative leaf
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INCORRECT LOGO USAGE
Do not stretch or distort the logo.
Do not place the logo on a background which degrades legibility.
Do not rotate the logo.
Do not add effects to the logo.
Do not place color Correct Usage logo on top of a color background. Use the white version of the logo when printing on a solid or dark background.
Do not screen the wordmark or icon. Both should be reproduced at 100% opacity.
Do not use the black version of the logo at anything other than 100% Black.
INCORPORATED
Do not use a different typeface with the logo other than the one designed as the wordmark.
Do not add additional type to the logo.
Do not alter or rearrange the scale of elements within the logo.
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LOGO ELEMENTS IN ISOLATION Elements of all logos may be used in isolation from one another under certain circumstances: • The Leaf Elements or Text Element may be used on its own on sub pages of a presentation, print materials, etc. as long as the entire logo has been shown on the front or on a previous page • All of the previous logo usage rules also apply to the singular logo elements in isolation
Leaf Elements
Text Elements
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TYPOGRAPHY Below are examples of the preferred typefaces to be used on all Parks & People Foundation materials. When licensing is not available or the type is being used in a web space, please use only the default typefaces listed below. Also, when sending files, always export as a PDF and not Word in order to maintain fonts.
PRIMARY SERIF Archer Thin
EXAMPLES OF SET TYPE Archer Thin Italic
Archer Extra Light
Archer Extra Light Italic
Archer Light
Archer Light Italic
Archer Book
Archer Book Italic
Archer Medium
Archer Semibold Italic
Archer Semibold
Archer Bold
Archer Bold Italic
PRIMARY SAN SERIF Neutra Light Italic Neutra Book Italic Neutra Light Neutra Book
Neutra Demi Italic
Neutra Demi
Neutra Bold Italic
Neutra Bold
ARCHER Bold This is the body. It is Archer Book. Pellentesqu elementum blandit nibh. Ut nisi augue, ornaretlis sit amet, lobortis in, pharetra in, tortor. Fusce varius. Nullam ac ligula. Mauris dapibus adipiscing mitch. Nulla erat. Suspendisse nisi. Pellentesque rhoncus lorem vitae magna. Nunc quis nunc. ac, purusph.
NEUTRA Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz This is the body. It is Neutra in book. Pellentesqu elementum blandit nibh. Ut nisi augue, ornaretlis sit amet, lobortis in, pharetra in, tortor.
DEFAULT SERIF Times New Roman
NEUTRA Medium
Times New Roman Bold
Times New Roman Italic
Times New Roman Bold Italic
This is the body. It is Archer Medium. Pellentesqu elementum blandit nibh. Ut nisi augue, ornaretlis sit amet, lobortis in, pharetra in, tortor. Fusce varius. Nullam ac ligula. Mauris dapibus adipiscing mitch. Nulla erat. Suspendisse nisi. Pellentesque rhoncus lorem vitae magna. Nunc quis nunc. ac, purusph.
DEFAULT SAN SERIF Helvetica Regular
Helvetica Italic
ARCHER Book
Helvetica Bold Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Helvetica Bold
This is the body. It is Neutra Bold. Pellentesqu elementum blandit nibh. Ut nisi augue, ornaretlis sit amet, lobortis in, pharetra in, tortor.
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COLOR PALETTE Parks & People Foundation has two color palettes. The primary is a warmer palette that works well with nature elements and in the fall and winter months. Materials with a more elegant or serious tone will compliment nicely. The secondary, is a cooler palette that works well for children’s pieces and in spring and summer months. Materials that require action or suggest a playful tone will compliment nicely. Do not mix colors from different palettes. Below are Pantone colors to be used for printing one-, two- or three-color print jobs. Coated and uncoated versions are listed based on the paper finish. CMYK colors are to be used for printing four-color jobs. RGB and HEX# colors are to be used for web space and electronic media.
PRIMARY PALETTE
Pantone C: 448 Pantone U: 448 c65 m58 y100 k35 r82 g79 b38 #413f1b
Pantone C: 403 Pantone U: 403 c0 m7 y17 k43 r162 g151 b138 #938576
Pantone C: 7495 Pantone U: 384 c25 m0 y80 k30 r147 g164 b60 #7b982f
Pantone C: 397 Pantone U: 397 c10 m0 y100 k11 r212 g209 b15 #cacc00
Pantone C: 1525 Pantone U: 1525 c0 m58 y100 k10 r222 g121 b28 #ec5c01
Pantone C: 118 Pantone U: 118 c0 m18 y100 k27 r196 g159 b6 #bf8f00
Pantone C: 569 Pantone U: 569 c98 m0 y57 k17 r0 g147 b127 #00886b
Pantone C: 216 Pantone U: 216 c0 m95 y40 k49 r142 g12 b58 #8b002c
Pantone C: 1655 Pantone U: 1655 c0 m63 y91 k0 r244 g125 b48 #ff5b1b
Pantone C: 123 Pantone U: 121 c0 m24 y94 k0 r255 g196 b37 #ffb600
SECONDARY PALETTE
Pantone C: 3435 Pantone U: 3435 c100 m0 y81 k66 r0 g81 b47 #004423
Pantone C: 314 Pantone U: 314 c100 m0 y9 k30 r0 g131 b169 #00769b
BLACK & WHITE
Pantone C: Black Pantone U: Black c0 m0 y0 k100 r0 g0 b0 #000000
c0 m0 y0 k0 r255 g255 b255 #ffffff
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PRIMARY LOGO COLOR GUIDE The Parks & People Foundation Logo should be used in six color combinations only. The primary logos are set in the primary color palette and should be used seasonally during fall and winter months. The leaves of the secondary logos are set in the secondary color palette with the type set in the brown from the primary palette. The secondary options are in turn to be used during spring and summer months. The black and white versions are to be used anytime of the year when printing or viewing perimeters require a solid version of the logo.
PRIMARY LOGOS Box: Pantone 397
Box: Pantone 1525
Type: Pantone 448
SECONDARY LOGOS Box: Pantone 314
Box: Pantone C 123 Pantone U 121
Type: Pantone 448
POSITIVE & NEGATIVE LOGOS Leaf: White Type: Pantone Black
Leaf: Pantone Black Type: White
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SECONDARY & TERTIARY LOGO COLOR GUIDE Use the following guidelines when using the secondary and tertiary logos.
Leaf: Pantone 397 Leaf: Pantone 1525 Leaf: Pantone 314 Leaf: Pantone C 123 Pantone U 121
Leaf & Type: Pantone Black
Type: Pantone 448 When printing on a background that requires a full color logo, there are two options for the leaf color: a solid filled white or a transparent (“cut-out�) version to showcase the background. Use the one that works best with the background and promotes the most visibility for the Parks & People Foundation logo.
Leaf & Type: White
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THE “LEAF” AS A GRAPHIC ELEMENT The Parks and People leaf can be used to support the visual identity of the brand as a graphic element. The leaf element can be used alone (without the type), scaled up (from its’ minimum usage size), and cropped to add an element of interest and recognition. The leaf should be used sparingly and always be accompanied by an approved logo in context. See examples below for proper usage.
LOGO ON BACK 10
OUR MISSION The Parks & People Foundation is dedicated to supporting a wide range of recreational and educational opportunities; creating and sustaining beautiful and lively parks; and promoting a healthy natural environment for Baltimore.
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