TABLE OF CONTENTS COLOR PALETTE ................................................................................................... 15 VOICE & TONE ........................................................................................................ 17 FONTS ........................................................................................................................19 APPROVED IMAGERY ............................................................................................ 21 LOGO VERSIONS ................................................................................................... 23 CLEAR SPACING .................................................................................................... 25 LOGO USAGE ......................................................................................................... 27 BACKGROUNDS .................................................................................................... 29 MEDIUM-SPECIFIC ................................................................................................. 31
FLAMINGO GARDENS STYLE GUIDE
Above: Woman at Flamingo Gardens, circa 1950’s. Top right: Wray family photos.
FLAMINGO GARDENS STYLE GUIDE
BRAND DESCRIPTION About Flamingo Gardens
The Brand
Flamingo Gardens is a 60 acre wildlife sanctuary and botanical reserve in Davie, Florida. It began as a home that was built in the 1930’s by the Wrays, a business couple who used the property for entertaining and relaxation.They were an influential couple in the area who had ties to President Eisenhower and other local business individuals and civic groups. The home was later turned into an Everglades museum.
The Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors.The Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors. The Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors.
Rescue and preservation Flamingo Gardens rescues injured animals who can no longer survive on their own in the wild. When the animals breed, their offspring is released back into the wild. They are given a permenant home in the gardens and receive food and care by staff and volunteers.Wildlife adoption is available to customers to help the company pay for animal care costs.
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COLOR PALETTE
FLAMINGO GARDENS STYLE GUIDE
CMYK
RGB
HEX
PANTONE
0, 58, 87, 0
251, 134, 54
fb8636
1575 c
0, 32, 69, 0
255, 183, 98
fb7762
1365 c
1, 0, 44, 0
255, 245, 163
ff5a3
601 c
39, 0, 84, 0
166, 220, 87
abdc57
374 c
66, 0, 49, 0
56, 200, 162
38cba2
3385 c
19, 91, 100, 0
187, 57, 38
bb3926
180 c
42, 64, 98, 40
107, 71, 28
6b471c
1405 c
Why these colors? The following color palette was chosen to evoke emotions in the target audience and also depict colors naturally found in the everglades environment.The warm palette triggers energy and revival in adults, vibrant playfulness in children and fresh youthful happiness in teenagers.
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VOICE & TONE Voice Based on the headline, “When was the last time YOU took a field trip?”, the voice should be slightly humorous and thoughtful, intuitive and playful. Since the target audience is children and families, the copy should appeal to kids and the ‘kid at heart’ in adults. The voice should also sound like a friend is talking to them, someone familiar showing them around Flamingo Gardens. Almost a hand-holding type of voice should be heard when reading the type.
Copy & Music The body copy and music alike should make the audience go to an unlimited and magical place of wonder. When you visit Flamingo Gardens, you get a sensory overload of beautiful tropical scenery and animals.The copy and music should only enhance the
emotion of the target audience, helping them to get the sense of “being in another world.”
Tone The tone should be childlike, talking to the child at heart in the audience, whether young or old. “Wanna see how otters play tag?” “Look at the huge crocodile!” “Follow me to see the bird show!” are just a few examples of the tone that should be used for advertisements and signage around the park itself. Using a consistent tone like this will help shape the brand of Flamingo Gardens and tap into the emotions of the audience.
FLAMINGO GARDENS STYLE GUIDE
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FONTS Visual Voices Flamingo Gardens fonts were chosen to establish the rebranding campaign by providing stability, playfulness, and durability to last well into the future.
FLAMINGO GARDENS STYLE GUIDE
Headline
Filmotype LaSalle
Body copy Gill Sans Regular
Sub headers Gill Sans Bold Italic
Headers / Navigation Gill Sans Light
This font was chosen for its playfulness and attention-grabbing design. The tone of this font is “Hey, look over here!”, like a friend waving for you to hurry over and take a look. The logotype uses this classic font, which was chosen to give a strong and lasting impression for this historical company. The font is used throughout the campaign for brand unity. Gill Sans is a versatile font and ‘Bold Italic’ brings attention to the paragraph heading without distracting the reader from scanning the body copy. The curve and weight of this font resembles a flamingo, and also has an air of curious sophistication. It also does not compete with imagery or other fonts used in the campaign.
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FLAMINGO GARDENS STYLE GUIDE
APPROVED IMAGERY Wildlife Images of wildlife should be close enough to distinguish what type of animal it is, and most of its body should be shown. Colors of the animal and its background should clearly contrast, not blending together.
Textures For advertisements and other print collateral, textured backgrounds are another option besides a more busy photograph.The photo of dirt to the left leaves ample space to the left of the leaves for copy placment.The vector sample has a light colored background of tiled leaves which is also acceptable.
could see at Flamingo Gardens. Use single-person shots moderately and more of groups of friends and/ or groups of families having fun together outdoors.
Nature Use shots close enough for the viewer to see the intricacies and details of the beauty of the plants shown. There should also be space for copy in the top third of the photo. In this image of palm leaves, a large heading can be placed in the sky area on the top left corner of the page.
Human Element When images of people are used, opt for waist-up shots where they are smiling in front of a natural outdoor setting with foilage similar to what a visitor
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LOGO SPECIFICATIONS ALTERNATE LOGO VERSIONS The updated logo The Flamingo Gardens logo has four approved versions. They should be reproduced according to the following guidelines:
FLAMINGO GARDENS STYLE GUIDE
FLAMINGO GARDENS
FLAMINGO GARDENS
FLAMINGO GARDENS
FLAMINGO GARDENS
Regular
Boxed
Reversed
Black & White
Whenever possible, the “regular” version should be used against a white background.
The “boxed” version is provided for use against any other background to ensure that the logo remains readable.
The “reversed version of the logo may be used against black, or PMS 369.
The “black and white” version is to be used in one color print jobs.
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LOGO SPECIFICATIONS CLEAR SPACE O O
Breathing room
O O
O O
To give the logo the greatest possible visual impact, it is important to always allow for the minimum amount of clear space around the logo. Avoid positioning text, photos, or other elements within the clear space zone.
FLAMINGO GARDENS O O Clear space must be twice the height of the “o” in the logotype
FLAMINGO GARDENS STYLE GUIDE
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LOGO SPECIFICATIONS BACKGROUND USAGE
HEADING HERE Subheading
image image
image
Make sure that images chosen have “whitespace” for the page heading and subhead. In the picture above and throughout this book, notice the ample room in the top left or right corner for heading placement.
image
image text area
FLAMINGO GARDENS STYLE GUIDE
textured Headline Here is some advertising text here is some advertising text here is some advertising text here is some advertising text here is some advertising text.
When using textured backgrounds like the picture above, make sure that the background does not compete with the copy, preferably with a simple
texture
texture
texture
texture text area
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LOGO SPECIFICATIONS USAGE EXAMPLES
incorrect FLAMINGO GARDENS
FLAMINGO GARDENS
FLAMINGO GARDENS
Too small
Distorted Against dark
FLAMINGO GARDENS
FLAMINGO GARDENS
FLAMINGO GARDENS
Too small
Choose the correct version for your project from the files provided. Do not change the colors, fonts, or proportions of the logo. Use only approved color backgrounds with the appropriate version of the logo. v
FLAMINGO GARDENS STYLE GUIDE
correct FLAMINGO GARDENS
FLAMINGO GARDENS
FLAMINGO GARDENS
FLAMINGO GARDENS
Reversed against dark color background
Against light colored background
Correctly scaled
Correctly scaled
FLAMINGO GARDENS
FLAMINGO GARDENS
FLAMINGO GARDENS
FLAMINGO GARDENS
Reversed against dark color background
Against light colored background
Correctly scaled
Correctly scaled
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MEDIUM-SPECIFIC ONLINE
online FLAMINGO GARDENS
FLAMINGO GARDENS regular 100px
regular 200px
FLAMINGO GARDENS
FLAMINGO GARDENS boxed 200px
boxed 100px
Versions of the Flamingo Gardens logo have been provided in the .GIF, .JPG, and .PNG file formats for online usage. These versions are available in a large and small size.To avoid readability problems, do not use the logo online at any size other than the two provided. Theh ideal background color for the logo is white, but a “boxed” version has also been provided in two sizes for use against backgrounds other than white.
FLAMINGO GARDENS STYLE GUIDE
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FLAMINGO GARDENS
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FLAMINGO GARDENS STYLE GUIDE
MEDIUM-SPECIFIC SIGNAGE placeholder
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