Brand Identity Guide
2
Table of Contents Introduction
4
Project Brief Design Overview
Basic Elements
6
Color Palette Typography Logo Design
Design Systems
18
Stationery Signage User Interface Merchandise 3
Introduction Project brief Design overview
4
Project brief Lend a Paw is a nonprofit organization providing support and care to animals in need. They operate as a low-cost spay and neuter clinic as well as an open shelter. Their mission is to save every animal who comes to them and house each animal where they will be treated with love and respect as members of the family. They strive to educate people throughout the valley, maintaining a strong local presence in the community. In hopes of a humane society for animals, Lend a Paw also provides programs and resources that will encourage everyone to make informed choices. With the support of the community, Lend a Paw believes they can build towards a future in which all animals’ lives are improved and saved.
Design overview The brand identity should reflect the values, personality, and vision of Lend a Paw. The visual brand should evoke positive feelings and promotes the playful, welcoming environment of Lend a Paw. The overall design should exhibit a professional, yet lighthearted approach. The organization is primarily focused on providing medical and housing assistance. By developing a cohesive brand identity, the organization hopes to expand its marketing strategy and community engagement.
5
Basic elements Color Typography Logo
6
7
Color palette The main colors of the Lend a Paw branding are as follows: teal, yellow, and orange. Teal and yellow are the staple colors of the logo while the orange is used on the name itself. These three colors complement each other because of their vibrant appearance. They reflect the warm and inviting nature of the organization. Gray is used as a secondary color for occasional accent, usually for text.
8
TEAL
Yellow
Orange
gray
RGB: 33 185 162 CMYK: 82 0 47 0
RGB: 255 199 88 CMYK: 0 23 76 0
RGB: 244 118 60 CMYK: 0 67 84 0
RGB: 71 75 79 CMYK: 5 0 0 85
#21B9A2
#FFC758
#F4763C
#474B4F
9
Primary typeface VAG Rundschrift D VAG Rundschrift D is the primary typeface featured on Lend a Paw’s logo. This typeface is a modern san serif with two styles ranging from light to regular. It should not be used anywhere else other than the logo itself. The logo type is always in VAG Rundschrift D Regular.
ABCDFGHIJKLMNOPQRSTUVWXYZ abcdfghijklmnopqrstuvwxyz 1234567890 !?@#$%&*()
10
secondary typefaces Sofia Pro Condensed This typeface served as a complement to the primary typeface. The variation of styles allows for readability. It is mainly used as body text regarding the brand.
AB C D FG H I J K LM N O PQ R STUVWXYZ abcdfghijklmnopqrstuvwxyz 1234567890 !?@#$%&*() Rift soft Rift Soft is a soft, rounded san serif typeface that should only be applied to headers, headlines, and titles.
ABCDFGHIJKLMNOPQRSTUVWXYZ 1234567890 !?@#$%&*() 11
symbol The logo embodies an image of a cat and a dog forming a heart. The heart symbolizes unity and love, which are core values of Lend a Paw. It is visually appealing and cute that draws attention with its subtle imagery and vibrant colors.
cat
dog
heart
12
grayscale & ratio
5 1/5x
1/32x x 6 1/2x
13
master logo
14
clear space 3/10x
3/10x
x
15
minimum size
1.5 in
1.5 in
16
(actual minimum size)
incorrect usage
DO NOT change or flip the colors
DO NOT exclude the name from the logo
DO NOT change the orientation
DO NOT add any eect on the logo (i.e. drop shadow, inner glow, etc.)
17
stationery letterhead envelope business card folder cd package
18
19
letterhead 1.28”
0.54” 0.42”
0.4” 11”
20
°
”
1.8 8.5”
23
”
2.2
envelope 0.38”
0.3”
2.44” 4.13”
0.7” 0.62”
2.4”
9.5”
21
business card 3.5” 1.37”
1.04” 2”
1.3”
0.41” 0.82” 0.46”
5°
0.14”
15°
22
folder 9”
12”
10.2”
7.1”
7.2”
23
CD package 4.2”
3”
4.2”
24
3”
25
signage
main entrance animal identification department signs wayfinder billboard
26
27
main entrance
6.5 ft. 17 ft.
6.5 ft.
4.5 ft.
6 ft.
28
29
animal identification
7 in. 6 ft. 2.5 in.
2 ft.
30
31
department signs
12 in.
5 in.
6 ft.
5 ft.
32
33
wayfinder
2 ft.
6 ft.
4 ft.
34
35
billboard
10 ft.
22 ft.
6 ft.
36
37
user interface tablet phone
38
39
tablet Homepage with navigation menu, donate button, and a search bar
Photo slideshow
Brief description of the three links: Adopt, Volunteer and Clinic
Introductory section about Lend a Paw and what we do
Featured Pets section showcases three pets at a time with a scrollable slideshow
40
Upcoming Events section provides a blurb of events with a scrollable slideshow
Support Us section features a short message and a donation form
Footer with contact information, hours of operation, a newsletter signup form, and links to our social media
41
phone Homepage
Photo slideshow
Three links (Adopt, Volunteer, and Clinic)
Introductory section
42
Featured Pets section
Support Us section
Upcoming Events section
Footer
43
44
45
merchandise shirt tote bag
46
47
48
49
Thank you
Created by Vivien Hau If you have any questions, please contact me at hauv1@unlv.nevada.edu.
50
51