Graphic Standards Manual
Table of Contents What is Branding...page 1 Why Graphic Standards...page 2 Statement About the Organization...page 3 Core Brand Values...page 4 Brand Strategy...page 5 The Font...6 Proportions and Sizing...page 7 Incorrect Uses...page 8 Letterhead and Statement...page 9 Business Card and Statement...page 10 Envelope and Statement...page 11 Size and Legibility...page 12 Type Without Logo...page 13 Type Colors...14 The Logo Pantones and CMYK...15 Color Uses for Logo...16 Paper Stock Options...17 Cat Collar With Logo...18 Cat Carrier With Logo...19 Vehicle RTA With Logo...20
What is Branding Branding is taking an organization or company image and making it recognizable by using methods of repetitive use of logos, color schemes, fonts, and other design tools for consistency in communicating an ideal or image. In using these methods, we insure an organization or company longevity. This method promotes the values and interests of the organization or company represented. When branding is used properly, it can separate the organization or company for it’s competitors. Branding should be easy to recognize at any pace of moment.
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Why Graphic Standards Graphic Design Standards are necessary to insure proper usage of the Non-profit Organization’s logo, and this logo has been designed to meet the identity needs of the Non-profit Organization it is representing. To change the logo other than specified dissolves the designers idea of how to communicate the Non-profit Organization’s image. Understanding these guidelines helps the designer communicate to the people who wish to correspond with the Non-profit Organization.
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Statement About the Organization The King Street Cats is a volunteer nonprofit organization that is solely dedicated to the welfare of domestic and feral cats. The primary goal of the nonprofit organization is to find proper placement for cats or kittens. Educational information discussing medical conditions, feline behavior, and other valuable information pertaining to the owners newly adopted friend is provided as well. The nonprofit organization is set up as a foster program for felines. The nonprofit organization takes the cats in on a non-kill policy. The next goal of the King Street Cats volunteers is to find the felines a loving and permanent home. The King Street Cats volunteers also greatly promotes spaying and neutering cats. All future adopted cats have undergone the procedure. 3
Core Brand Values The Values of the King Street Cats nonprofit organization consist of primarily of finding domestic and feral felines a permanent home. These values help protect the lives of felines in the Washington DC area. The King Street Cats have a no kill policy. These values not only save cats on a daily bases, but all enrich the lives of those who adopt them. This value is reflected bluntly with both the logo and all branding.
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Brand Strategy The brand for the King Street Cats is very blunt about it’s message. You are seeing their main goal, the cat in the house. When using the stationary this event becomes dimensional. The branding objective was the convey the message of what the corporations main goals are. Part of the strategy is to make it interactive and interesting enough to raise question of what the whole thing is about.
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The Font There is one font for the logo alone. The name of the primary font is P22 Cezanne Regular. The secondary font is titled Minion Regular. The secondary font Minion is recommended for all other typography. This includes but is not limited to body text, addresses, business cards, and etc.
Minion Regular Secondary Font
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 6
P22 Cezanne Primary Font
Proportions and Sizing There must be at least a quarter of an inch between the logo and any text or images. This area is known as white space. When using text or images around the logo with text the areas specified as marked by the x must stay white space. When using the logo without text you must have a quarter inch area under the logo as white space.
X
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X
X
X
Incorrect Uses There are several ways to misuse the logo. The first being to stretch the logo without holding the shift key. The second is using different colors other than the pantones selected. The third is the logo rotated. The logo should always be use upright and never turned or up-side-down. The fourth is the wrong font. The only font that should be used with this logo is P22 Cezanne Regular. Any other fonts should be used separately. The fifth misuse of the logo is the logo pixilated. The logo should mainly be used in vector. Any raster version of the logo should never be lower than 300 DPI at 100 percent scale.
stretched
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color
rotated
.LQJ 6WUHHW &DWV type
pixelated
Letterhead z-fold The letterhead is a 65# Mohawk cover weight with a clear acetate house in the back. The letterhead should be scored in advance. The back of the letterhead should be Pantone 109 C matching the color of the logo and the inside of the envelope. The point of the cat being clear on the letterhead is so when you remove the letterhead you realize the cat is missing.
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Business Card and Statement The business card is a spin off of putting the bird in the cage. In this case you are putting the cat in a home. The business card must be no less the 120# bond on matte paper. Preferably from the paper supplier Mohawk.
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Envelope and Statement The envelope is policy envelope that uses a 80# Mohawk text weight. The inside of the envelope is the Pantone 109 C. When the cat is dye cut one the envelope it keeps the gold color but the cat is see through. The envelope will use an acetate sheet to keep the eye of the cat and keep the envelope sealed.
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Size Legibility The size of the brand is very important. If the brand has typography it can not be reduced less than an inch and a quarter. Below an inch and a half the font becomes unreadable. Without typography the brand can be reduced to have that size. However, any smaller then than that makes it difficult to understand it is a cat.
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Type Without Logo Should a situation arise where only the text is needed without the logo it must look just like it does below. Solely using P22 Cezanne Regular is using the logo. There are alteration that have taking place with the font. There is specific kerning with several of the letters. The “C� in Cats is altered at the top. There has been ears added to the top to give the letter more of a abstract cat look.
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Type Colors There are only four colors that should be used with the King Street Cat type. Those colors are Pantone 2767 C, Pantone 109 C, black, or white. Any other colors are not to be used. When other colors are used it breaks away from the identification of the brand. By using these colors the branding can maintain its consistency.
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The Logo Pantones and CMYK The two colors selected for the pantone colors are Pantone 2767 C and Pantone 109 C. These two colors were selected because the blue pantone is a royal blue keeping with the king part of the King Street cats. The yellow pantone selected is a golden pantone color. This give the logo a very timeless and elegant look, there for using the correct paper stock and correct materials when printing the colors selected can stay them same.
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Pantone 2767 C
Pantone 109 C
C 100 M 78 Y 0 K 54
C 100 M 78 Y 0 K 54
Color Uses The first color use is the logo with the standard pantone colors Pantone 2767 C and Pantone 109 C. The second color use is a black and white printing option. The third is a black and white reversed printing option, commonly used when the majority of a print or layout is black in the background. The next option is the gold Pantone 109 C only. This option is for one color printing situations. The last option Pantone 2767 C can be used for the same situation.
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Paper Stock Options Paper stock options should stay consistent with stationary. This is necessary in order to maintain the legibility of the fonts, and the color of the logo to match the pantone colors selected. The use of natural crest paper stock will dramatically alter the color of the logo. For the letterhead a 65# Mohawk Cover stock is recommended. When using the paper stock for the business card we recommended 110# Cover Mohawk. The envelope should use a 80# text weight Mohawk.
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Cat Collar
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Cat Carrier
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Vehicle RTA