brand guide
BRAND OVERVIEW Whispering Manes Therapeutic Riding Center is a non-profit organization that aims to benefit children and adults with special needs or disabilities by offering them the opportunity to interact with horses in a manner that promotes physical, mental, and emotional well-being. The program hopes to create therapeutic relationships between horses and people through equine classes, with the intent of crossing the boundaries of speech and physical disabilities in a way that encourages healing and improved self-esteem.
Current Logo
NEW LOGO Design of the new logo began with one goal: isolate and simplify the core elements of the old logo, while giving its look a much needed modern and polished update. The original logo is that it is too overdrawn. Using distinct shapes, we created a cleaner and bolder version of the original logo. The first component of the logo is the horse face which is now front view. The second component is the horse’s mane which is meant to evoke a wispy and airy feel, taking influence from the word ‘whispering’ in its name.
COLOR PALETTE Being a therapeutic riding center, the color palette for the brand was kept on the muted side to make it more soothing. Blue is a color associated with calmness so we kept a blue similar to that of the original logo. Blue and gray shades on the greener side were included because green is a color symbolizing balance, harmony and nature. A very light beige was added to be used in most cases in place of white to create a more natural feel. Because black can often be harsh, a dark gray was added as well as a red for a pop of color that can be used as an accent.
Reflection 50C 5M 0Y 25K 91R 158G 191B Pantone 7459C
Serenity 40C 0M 20Y 0K 150R 213G 210B Pantone 571C
Balance 45C 20M 30Y 0K 146R 176G 174B Pantone 5503C
Simplicity 3C 2M 8Y 0K 245R 243G 233B Pantone 9064C
Trust 45C 20M 30Y 50K 84R 105G 104B Pantone 5477C
Love 0C 80M 50Y 0K 241R 91G 103B Pantone 1785C
TYPOGRAPHY The brush script font Olivier was chosen because of its whimsical and wispy nature. Its fluidity matches the light and airy feeling the word ‘whispering’ embodies. The varying tails and ascenders as well as the shifting baseline and cap line give it an organic playful feel. Special considerations were made when choosing typefaces since non-profits rarely have large budgets for design. The license for Olivier is $28 but a donation request can be made to the creator. Comfortaa is free font and was chosen for its rounded edges which match well with Olivier. It features 466 characters and symbols and comes in 3 weights: thin, regular, and bold.
olivier
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !#$%^&*()?
comfortaa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !#$%^&*()? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !#$%^&*()? ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !#$%^&*()?
FULL COLOR VARIATIONS The Whispering Manes logo can be altered using any of the six brand colors, however, no more than a maximum of two colors may be used. For the twocolored version, the horse’s mane and the ‘Whispering Manes’ text must always match in color while the horse’s face and the ‘Therapeutic Riding Center’ text must always match in color. Below are recommended color combinations when placing the logo over the six brand colors. 1st choice
1 COLOR VARIATIONS The Whispering Manes logo can be altered using any of the six brand colors. When restricted to one color, use the blue-green color Serenity if possible. Otherwise, the dark gray color Trust and the light beige color Simplicity are recommended. The designer is given liberty to choose the color best suited for each situation but must always keep in my legibility. Below are possible color combinations when placing the logo over the six brand colors. 1st choice
VARIATIONS BLACK & WHITE
REVERSED
SOCIAL MEDIA 1st choice
LANDSCAPE VARIATION FULL COLOR
BLACK & WHITE
1 COLOR
REVERSED
PROHIBITED LOGO USAGE Designers are given a lot of freedom when using the new logo so that they can adjust to specific branding needs, however, there are some things that are never allowed. Do not...
REARRANGE
DISTORT
ROTATE
RESIZE
Do not resize elements separately. Original proportions must remain
PROHIBITED USAGE CONTINUED To ensure that the brand will remain consistent and legible for the public, also don’t do any of the following
LOWER OPACITY
USE 2+ COLORS
CHANGE FONTS
USE UPPERCASE
Therapeutic Riding Center
PATTERNS The Whispering Manes pattern features illustrated icons representative of equine activities. The full color version of the pattern cannot be altered, however, the background of the 2 color version can be changed to any of the six brand colors. Designers are allowed to use the individual icons of the pattern separately. Their color can be changed to suit each design.
STATIONERY 1
STATIONERY 2
VOLUNTEER SHIRT
SLOGAN SHIRT
RIDE FOR ROSES SHIRT Ride for the Roses is a non-competitive event hosted by Whispering Manes that allows its students to display their abilities to family and friends. I have updated the event t-shirt to incorporate the new logo.
Old logo used on event t-shirt
New logo mocked up on t-shirt
SHOE FAIRIES BARN BASH FLYER
Shoe Fairies Barn Bash is a fundraising event featuring local food, artists, vendors, a silent auction, a tour of its state-of-the-art center and quality time with the center’s horses. Above is their current flyer which I have updated to match the new style guide.
REUSABLE SHOPPING BAG
This shopping bag can be sold at the Shoe Fairies Barn Bash. Buyers can use this at the event to hold their purchases and can use it again for groceries. Whole foods has a Donate-Your-Dime program that gives 10 cents for each bag customers save by bringing their own. Currently, Whispering Manes is the organization receiving those donations.
SUMMER CAMP GEAR
HORSE TRAILER