THE VALUE OF CONSISTENCY Keeping your brand cohesive is essential to the professionalism and stability of the identity. In this guide you’ll find helpful tips to keep your logo usage and brand identity consistent without questioning how and when to use your new assets.
WOODSY FREE-SPIRITED MYSTERIOUS
TONE & MOODBOARD This concept is warm and inviting, with a touch of mystery. The tone is natural, secretive, and independent and inspired by the unpredictability of the natural world, visual storytelling, and conservation. The line work in the illustrations are organic and rough as a nod back to the imperfections of nature. Additional inspiration was pulled from motorcycle culture, flash tattoos, and bold design. The color palette is a balance between earthy and edgy. It signifies the different landscapes and ecosystems of the world. The lettering style is bold, soft, and clean to ground the design and portray confidence as it’s contrasted with the swift, mysterious, and graceful owl.
PRIMARY LOGO This is the main logo that will be placed across various platforms (including website, social media presence, ads, and other materials) to represent your brand. Using this design consistently will help audiences easily identify your work and services. Applying the logo with care and respect to these guidelines is essential to the professionalism of the brand.
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SECONDARY LOGOS These logo variations, or secondary marks, are used to supplement the brand in various instances. Use these variations in place of the primary logo, and never directly next to the primary logo, as it is repetitive to the audience. Proper use of these elements is important for displaying your brand properly and included is a breakdown of when to use these logos in place of your primary logo.
A . V E R T I C A L (O R “ S TA C K E D ”) L O G O : This is a more compact, square-ish form of the primary logo. Use this logo when horizontal space is limited, and a more vertical application is appropriate.
D. H O R I Z O N TA L L O G O (O R “ W O R D M A R K ”): Use this design when space is limited, and your brand name must be clearly displayed. For example, display this version of the logo at the top of your website in the navigation bar.
B . M O N O G R A M (O R “ L E T T E R M A R K ”): Use this design when the primary logo is not necessary, or if the brand name is already displayed in plain text. For example, in social media profiles, favicon or icons on website.
E. MARK: Use this design when the primary logo is not necessary, or if the brand name is already displayed in plain text. For example, in social media profiles, favicon or icons on website.
C . E M B L E M (O R “ B A D G E ”) : Use this when the primary logo is not necessary, but brand name should be displayed. Use this mark when viewers are familiar with the brand. For example, use this logo on the second page of printed materials or presentations, or as a watermark on photos.
F. M A R K VA R I AT I O N : Similar to the plain mark, use this design when the primary logo is not necessary, or if the brand name is already displayed in plain text. For example, in social media profiles, favicon or icons on website.
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COLOR USE When using the primary logo or secondary variations, choosing a color to use is often dependent on the background color.
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A. FULL COLOR: This logo is the full color (two-tone) version. It is only appropriate to use the full color logo on a white background. B – D. O N E C O L O R ( D A R K ): When full color is not available, it is appropriate to use a dark one color logo on a white or light brand
The logos will be used in full color (A), or a one color variation (B-F).
color background. When brand colors are not an option, a black version of the logo is also acceptable on a white background. E & F. O N E C O L O R ( L I G H T ):
Included is a breakdown of how to use the logo with the brand colors on solid background.
When full color is not available, it is appropriate to use a light one color logo on a black or dark brand color background. When brand colors are not an option, a white version of the logo is also acceptable on a black background.
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PHOTO BACKGROUND When placing the primary logo or
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secondary variations, on a photo background, there are a few things to keep in mind. It is important that the photo content is not obstructed by the logo, and vise versa. The contrast between the logo and
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the photo background must make the logo easy to read. In most cases, it is acceptable to use a white or black version of the logo, brand colors may be difficult to read depending on the photo. A . B E M I N D F U L O F C O N T E N T: Don’t place the logo over a complicated part of the image, where details are disrupted. - both in the logo and the image. B . A D D A D A R K O V E R L AY Do add a black transparent overlay when necessary over the photo, and under the logo. This is useful on website pages, presentation decks, marketing materials, etc. C. MOVE & SCALE LOGO Do move and scale the logo (proportionally) to a less complex part of the image, where the photo color adds a sharp contrast behind the logo. This is helpful when watermarking an image.
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MINIMUM SIZE
MINIMUM HEIGHT 0.75"
POSITIONING When resizing, or scaling, the logo, it is important to be mindful of clear space around the design, as well as the readability
MINIMUM HEIGHT 0.75"
when the logo is small. The logo should never be smaller than 0.75" tall when scaled down. When placing logos with other content, always leave clear space around the logo for cleanliness. This space isolates the design without allowing other content to overcrowd, clash with, or diminish the integrity of the design.
MINIMUM HEIGHT 1.0"
CLEAR SPACE
ORIGINAL
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PHOTOGRAPH Y WILDLIFE PHOTOGRAPHER
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A. PROPORTION: Don’t squish or stretch the logo to fit it into a space. Always scale proportionally or use variations. B . R O TAT I O N : Don’t rotate the logo. C . R E- C O L O R I N G : Don’t change the color of the logo. Use the color options provided in the final logo files. D. C L E A R S PA C E : Don’t add any elements to the clear space surrounding the logo. E . R E-S I Z I N G :
UNACCEPTABLE USE Consistency with placement and use of the logo is essential to maintain the integrity of the brand. The logo should never be recolored, altered, distorted, skewed, squished,
Don’t scale, or re-size, any elements of the logo. F. A D D I N G E L E M E N T S : Don’t add unofficial elements to the logo. G. ST YLING EFFECTS: Don’t add a drop shadow or other styling effects to the logo. H . R E-A R R A N G I N G :
or compromised in any way other than the
Don’t re-arrange parts or create new compositions
recommended use outlined in this guide.
logos instead.
of the logo. When applicable, use the secondary
I . A D D I N G A C O N TA I N E R :
Included are examples of wrong ways of using
Don’t contain the logo in a box on a background.
the logo, that should NEVER be done.
background on a photo or solid color.
Use the proper logo file to place a transparent logo
TYPOGRAPHY The typography of the brand completes the design to portray the confidence and gracefulness of the owl. Using these fonts consistently is important across all print and web applications.
CERVO NEUE (BOLD)
Use for headlines UPPERCASE
L AT O ( H E AV Y )
Use for sub-headlines UPPERCASE
L AT O ( M E D I U M )
Use for body copy Sentence case
CERVO NEUE BOLD ABCDEFGH I JKLMNOPQRSTUVWXYZ
L AT O H E AV Y ABCDEFGH I JKLMNOPQRSTUVWXYZ
L AT O M E D I U M ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
COLOR PALETTE The color palette was inspired by the natural world surrounding the mysterious, woodsy
FOREST PA N T O N E : P M S 330 8 C C M Y K : 91 / 47 / 73 / 50 R G B : 0 / 68 / 56 H E X : #0 0 4 4 38
owl. Color psychology also played a role in selecting the individual colors. Forest communicates nature and environment but also grounds the design.
SAND PA N T O N E : P M S 4 6 8 C C M Y K : 1 3 / 1 8 / 38 / 0 R G B : 2 2 2 / 2 0 1 / 1 63 HEX: #DDC9A3
Sand communicates a soothing effect while it adds a warm, strong contrast to the design. Overcast communicates a fresh, youthful approach, and is a cool contrast from the dark
OVERCAST PA N T O N E : P M S 5 51 7 C C M Y K : 32 / 1 6 / 24 / 0 R G B : 1 75 / 1 92 / 1 88 HEX: #AFBFBB
dramatic colors. Midnight communicates mystery and confidence, but also represents the dark night of the nocturnal owl. This dark color adds gravity to the design.
MIDNIGHT PA N T O N E : P M S 4 2 6 C C M Y K : 74 / 65 / 62 / 67 R G B : 36 / 4 0 / 4 2 H E X : #24 2 82 9
MOVING FORWARD
Refer back to this guide when questioning how to use your new brand elements and even reach out for help (meow@pipandcricket.com). This guide allows for enough flexibility for you to use your new elements how you see fit, with staying consistent across all platforms.
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PIPANDCRICKET.COM