TABLE OF CONTENTS 3. Brand Promise 5. Identity and Construction 6. Logo Colors 7. Image Style 8. Character Colors 13. Do’s and Dont’s 15. Typography 17. Stationery
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Woodlings brings a new awareness to the importance of sustaining our national parks across the country, so they can offer the same natural beauty they have for decades passed. It takes park education to a new level with charismatic ranger animals applied to trail mix bags. The packaging includes tips on how to aid in environmental renewal and fun facts about their habitats. They fuel park visitors with nature’s most delicious and nutritious, all natural treats that young and adventurous children, ages 3-15, would enjoy. *Importantly, 25% of all proceeds are donated to park sustaining departments. Our mission is to return the endless favors that nature has done for us.
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IDENTITY AND CLEAR SPACE The Woodlings logo is made up of one component with interchangeable colors. No modifications should be made to the logo besides those provided in this manual. The color of the letters shall always remain dark brown to allow it to be most identifiable within all settings. The file “Woodnt_It_ Be_Nice.tif” is always the dark brown wooden texture. The logo needs an open area to surround it so it doesn’t appear crammed. Other graphics shouldn’t interfere with this space. It should always remain in the following proportions. When the width is 286 points the height is 62 points, the clear space surrounds is 20 points all around.
ROCKY MOUNTAIN NATIONAL PARK, CO The park’s 415 square miles encompass and protect spectacular mountain environments. Enjoy Trail Ridge Road – which crests over 12,000 feet including many overlooks to experience the subalpine and alpine worlds – along with over 300 miles of trails, wildflowers, wildlife, and fun times. In a world of superlatives, Rocky is on top!
Clear Space
C50 M70 Y90 K66 WOODNT_IT_BE_NICE.TIF 82 pts high 306 pts wide
LOGO COLORS The colors used to go within the textured areas of the letter forms correlate to the particular food package and/or the woodling character featured. It can be applied directly to the package without a background or on the light green color.
C0 M78 Y98 K0
C0 M100 Y84 K4
C59 M66 Y0 K0
C35 M21 Y84 K1 C0 M78 Y98 K0 *or any of the previous colors inside letters
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IMAGE STYLE The Woodlings graphics play an important part in creating a friendly mood for the Woodlings identity. The images consist of basic shapes with both textured and flat earthy colors and subtle opacity variations. The uniforms used are the same color and size with minimal differences in the arms, pockets, and collars for each animal.
C35 M21 Y84 K1 C0 M49 Y100 K0 C42 M66 Y100 K42 C32 M57 Y100 K18 C13 M36 Y75 K0
BADLANDS NATIONAL PARK, SD C32 M57 Y100 K18 C42 M66 Y100 K42 C13 M36 Y75 K0 C50 M70 Y90 K65 C0 M36 Y89 K0
People are drawn to the rugged beauty of the Badlands. Striking geologic deposits contain one of the world’s richest fossil beds. Ancient mammals such as the rhino, horse, and saber-toothed cat once roamed here. The park’s 244,000 acres protect an expanse of mixedgrass prairie where bison, bighorn sheep, prairie dogs, and black-footed ferrets live today. It is a part of history.
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CHARACTER COLORS CONTINUEDt
CRATER LAKE NATIONAL PARK, OR Crater Lake has inspired people for thousands of years. No place else on earth combines a deep, pure lake, so blue in color; sheer surrounding cliffs, almost two thousand feet high; two picturesque islands; and a violent volcanic past. It is a place of immeasurable beauty, and an outstanding outdoor laboratory as well as a classroom.
C32 M57 Y100 K18 C42 M66 Y100 K42 C13 M36 Y75 K0 C50 M70 Y90 K65 C0 M36 Y89 K0
C18 M82 Y100 K8
C0 M7 Y14 K4
C0 M49 Y100 K0
C0 M9 Y16 K43
C50 M70 Y90 K65
C0 M36 Y90 K0
C0 M78 Y98 K0
C50 M70 Y90 K65
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CHARACTER COLORS CONTINUED The collection of characters make up a diverse representation of major national parks throughout the country. They range from the biggest to some of the smallest species found in the U.S.
C3 M3 Y24 K0
C0 M26 Y45 K18
C0 M59 Y56 K0
C0 M7 Y14 K4
C13 M36 Y75 K0
C47 M64 Y94 K41
C50 M70 Y90 K65
C50 M70 Y90 K65
YELLOWSTONE NATIONAL PARK, WY C32 M57 Y99 K4 C70 M68 Y64 K74 C41 M66 Y100 K42 C62 M60 Y77 K65
Old Faithful and the majority of the world’s geysers are preserved here. Established in 1872 as America’s first national park. The majority of the world’s geysers are preserved here. A mountain wildland, home to grizzlies, wolves, and herds of bison and elk, the park is one of the last, nearly intact, ecosystems in the temperate zone.
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DO’S AND DONT’S For a brand to seem consistent and polished, everything that makes up its’ identity needs to follow a set of rules and can never break them. No matter how elements of the brand are reproduced, the guidelines need to be met. The characters and logo should always stay proportional to the original and the colors cannot be changed.
Original shapes and colors
GLACIER NATIONAL PARK, MT Home to pristine forests, alpine meadows, rugged mountains, and spectacular lakes. With over 700 miles of trails, Glacier is a hiker’s paradise for adventurous visitors seeking wilderness and solitude. Relive the days of old through historic chalets, lodges, transportation, and stories of Native Americans. Explore Glacier National Park and discover what wonders await you.
Different uniforms, shapes, sizes, directions and colors
Plain dark brown logo with no fill color
Dark brown logo with any original fill colors
Dark brown logo with any allowed color and light green background
Plain dark brown logo with no fill color
Titled on any angle that is not zero degrees
Variation of fill colors
Packed within a shape that disrupts clear space
Reversed out with the background colored box
Typeface color not displayed brown
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TYPOGRAPHY An essential characteristic to a solid identity is to use related typefaces consistently. This aids in identifying a brand used in various applications. In this case, there are two different typefaces used throughout. Dispatch regular is used for body copy. Highlands Regular is used for subheads.
PACK MY RED BOX WITH FIVE DOZEN QUALITY JUGS Pack my red box with five dozen quality jugs.
abcdefghijklmnopqr stuvwxyz ABCDEFGHIJKLMNO PQRSTUVWXYZ 1 2 3 4 5 678 9 0 ! @ # $ % ^ & * Dispatch Regular
AB C D E F GH I JK LMNO P QR STUVWXY Z Highlands Regular
YOSEMITE NATIONAL PARK, CA The park is best known for its waterfalls, but within its nearly 1,200 square miles, you can find deep valleys, grand meadows, ancient giant sequoias, and much more. The strength of granite, the power of glaciers, the persistence of life, and the tranquility of the High Sierra together make a breath taking landmark.
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STATIONERY Utilizing stationery is a great way for the company to deliver it’s core message. It makes business with other companies seamless when there is a good sense of communication. It is important for the stationery to deliver a balance between the playful qualities of the brand and the serious attributes that other companies, buyers, and customers would trust.
DENALI NATIONAL PARK, AK Home to six million acres of wild land, bisected by one ribbon of road. Travelers along it see the relatively low-elevation taiga forest give way to high alpine tundra and snowy mountains, culminating in North America’s tallest peak, 20,320’ Mount McKinley. Solitude, tranquility and wilderness await.
Business Card Front & Back 2 x 3 inches
Letterhead 8.5 x 11 inches
Envelope 9.5 x 4.25 inches
The Earth does not belong to us; we belong to the Earth. WOODLINGS San Diego, CA 92102 ph: (619) 243- 1486 fx: (619 540-4302 website: www.woodlings.com