BRAND BOOK
JUST KEEP SWIMMIN’ A lot of love and care has gone into the making of these brand guidelines in order to ensure the integrity of your brand. Make sure to refer back to this book in order to uphold your aesthetic standards and stay sharp!
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BRAND OVERVIEW Foot & Fin™ is a non-governmental organization founded to aid in shark conservation. They run a non-profit online store of the name name, in which they sell high-quality socks and other apparel.
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VIBRANT C H A R I TA B L E PA S S I O N AT E STYLISH E D U CAT I O N A L A DV O CAT E S G R AT E F U L H A R D -W O R K I N G OPTIMISTIC
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MINIMUM SIZE The primary logo must not be scaled smaller than 1� in order to ensure legibility.
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P R I M A R Y LO G O This is the primary logo for Foot & Fin™. It is clean, friendly and welcoming with a youthful vibe. The bold sans-serif typeface has authority, but not too much due to the fun roundness. The pictoral mark takes inspiration from the yin yang symbol, with the foot fitting snugly into the negative space of the shark.
This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify the online presence, brand touchpoints, merchandise, and enhances the professionalism of the organization.
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PRIMARY ICON Foot & Fin’s primary icon features a shark enveloping a human foot, representing the relation between the sales of socks and how that directly helps sharks around the globe. Taking inspiration from the yin yang symbol, this icon represents the two parts working together to benefit all parties.
This is the main icon that will be used across all primary brand applications. This mark helps audiences easily identify the website, social media presence, etc, and enhances the professionalism of the brand.
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MINIMUM SIZE The primary icon must not be scaled smaller than 1� in order to ensure legibility.
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OT H E R LO C K U P S Other lockups include a wordmark-focused logo with the icon to the left, as well as a stacked version, each with the organization tagline.
The lockup with the icon to the left and the wordmark to the right can be used on letterhead, and other documents. The stacked version can be used on social media and the website. Both may be used on packaging.
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S E C O N DA R Y LO G O S Secondary marks can add to the primary logo or be used on their own. These should never be used directly next to the primary logo.
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#163a51 #ff5943 #8acbf9 #f8f0e9
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C O LO R U S A G E These are the colors that make up the Foot & Fin™ brand. Please refer to this palette when needed.
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P H OTO B AC KG R O U N D Use the dark colored logo on lighter colored photos, and the white or light colored logo on darker colored photos.
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A . Don’t rotate the logo. B . Don’t squish the logo. C. Don’t place elements in
the logo clear space.
U N AC C E P TA B L E U S A G E
D . Don’t resize any part. E . Don’t rearrange parts or
A few rules are neccessary for maintaining the
create compositions that are
integrity of the brand. Don’t compromise the
not already provided.
overall look of the logo by rotating, skewing, or
F. Don’t use gradients on
distorting in any way - that includes adding
anything but merchandise.
unneccessary and unattractive text decorations
G. Don’t use off-brand colors.
like drop shadows and outlines. Here are a few
Reference the Color Usage
examples of some ways you should n e v e r
section.
ever consider using the logo.
H . Don’t add dropshadows or
other text styles. I . Don’t contain the logo in a
box when used on a background.
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A.
B.
C.
D.
E.
F.
G.
H.
I.
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TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represent the feel of the organization and should be used across all print and web.
URBANE BOLD Use for headlines Uppercase Tracking set at 130
URBANE BOLD
URBANE DEMI BOLD Use for subheads Uppercase Tracking set at 130
URBANE DEMI BOLD
URBANE MEDIUM Use for body
Urbane Medium
Sentence case Tracking set at Auto
ABCDEFGHIJKLM NOPQRSTUVWXYZ
ABCDEFGHIJKLM NOPQRSTUVWXYZ
abcdefghijklm nopqrstuvwxyz
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FINAL COMMENTS If ever in doubt on how to use your brand elements, just refer back to this guide or feel free to get ahold of me (rgorth@gmail.com). These guidelines are fairly flexible and should allow for enough creative freedom to use the logos as you see fit while still making sure the brand looks its best across all applications.