brand visual guidelines
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brand visual guidelines
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table of contents 4
history
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brand mark
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anatomy & clear space
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alternative logos
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do’s
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don’ts
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primary color/secondary colors
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typography
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grid
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photography style
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tone of voice
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stationary package
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gardening kit
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smartphone app
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history The Ardastra Gardens, Zoo, and Conservation Centre is located in the heart of Nassau in The Bahamas. The zoo is over four acres with a large variety of plant and animal life, including the world-famous pink flamingos. In 1937, it was designed by Jamaican horticulturalist Hedley V. Edwards. Edwards named the gardens Ardastra which comes from the Latin words “ardua ad astra”, meaning “striving towards the stars”. He felt that it depicted a “utopia of peace, beauty and tranquility”. The gardens were originally developed to be a nature preserve. However, in the 1950s, the Bahamian government brought in the rare and endangered Caribbean flamingo from the Bahamian island of Inagua. This developed into a very successful breeding program. The birds were then trained to perform for visitors and Ardastra became their permanent home. In 1982, Bahamian Norman Solomon’s passion for wildlife and conservation education inspired him to purchase the gardens and to incorporate more animals, creating the first Bahamian zoo. Currently, there are over 135 animals on site that are enjoyed by thousands of visitors every year.
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Hedley V. Edwards holding up a flamingo egg in the 1960s.
brand mark The previous identity used bright, attractive colors and an interesting typeface for the logotype. However, the design is quite generic with the use of rounded rectangles. The text filling the large frame are not visually centered and looks bottom heavy. Even though conservation is a huge part of the zoo’s mission, it is treated like a minor detail in this lock up as it is the same size as the location.
Previous brand mark
The current identity more closely reflects the colors of the flamingos (which are the main attraction of the zoo). Promoting that it is 3-parts garden, zoo, and conservation centre helps to show that all three are equal. The graphic developed combines the main attraction the flamingo with floral elements to show that the zoo does have flamingos but that’s not all that it is.
Redesigned brand mark (2017)
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anatomy & clear space x x
4x
4x
x
9x
The measurement “x” equals the set distance between the icon and the logotype. Your eyes aren’t deceiving you— the descriptive text doesn’t line up exactly with the word “ardastra”. Trust us—if the words were the same length, the green text would look like it is jutting out further than the flamingo pink text.
The smallest width that the logo can be used at is 1.25".
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alternative logos
Vertical lock-up: Use this lock up when you have a circular or square layout where the logo takes up most of the media real estate.
Icon only: Used as the website webicon as well as the social media avatar. Is also used on promotional materials when full brand mark isn’t needed.
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do’s To make sure that you keep the integrity of the brand mark and don’t shift too far away from the integrity of the brand, please check out what you are allowed to do with the logo below.
DO use this logo over a white background whenever it is possible
DO use 100% K (Black) in black and white printing.
When using the logo with color photography, DO use the white version of the mark and logo.
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dont’s Of course there are some rules you can’t break. See them below.
DON’T change the color of the brand identity.
DON’T alter the opacity of the brand identity.
DON’T skew or stretch the identity at all.
DON’T use the logotype without the icon. 11
primary color Flamingo pink c0 m78 m57 k0 r241 g94 b95 #f15e5f
secondary colors Grass green c78 m0 m100 k0 r35 g179 b74 #23b24a
Earth brown c39 m75 m98 k51 r98 g51 b17 #623311
Turquoise seas c0 m9 m31 k0 r255 g230 b183 #ffe6b7
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typography
futura std bold is the font used for the “ardastra” in the logo. this geometric sans-serif has a modern feel and reflects the circular icon in the brand mark FUTURA, CONDENSED MEDIUM IS USED FOR THE DESCRIPTOR LINE OF THE LOGO. IT IS ELONGATED JUST LIKE THE LEGS AND NECK OF THE FLAMINGO BIRD headings Futura std, bold, 20/24, 25+ c0 m78 y57 k0
Body text Futura std, book, 9/13, 25+ c0 m0 y0 k100
Captions Futura, condensed medium italic, 7/12, 25+ c0 m0 y0 k100
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grid The brand grid was inspired by the spacing presented in the identity. The tri-column grid was derived from the brand mark layout and has been refined further to allow for 6 major columns. The main three columns are separated by a substantial gutter which allows each column to shine on its own.
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photography style The photography should be exciting, energetic, and fun. Color should be bright and should show the Ardastra color palette whenever possible. Unique angles can help to create different perspectives which will inspire people to view the brand in a different, positive way. Photographs of animals should be particularly exciting— use unique angles whenever possible. Natural lighting is key so use photographs shot outdoors whenever it is possible to really emphasize the beauty of sunlight.
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tone of voice You want to sound professional and knowledgeable at all times while sounding personable. Correct grammar and spelling is key. Use punctuation appropriately (so please don’t overdo it to show a particular mood). Whether it’s sending an e-mail, designing a flyer, or speaking in a radio ad, the tone should be upbeat but proficient.
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stationary package With our stationary package, a letterhead, envelope, and personalized business card are included. Even though the design is kind of simple, you still get a little bit of surprise with the imagery and the pop of color inside of the envelope making it a memorable experience for anyone who receives a message from you.
May 27, 2017 Ms. Talia Smith P.O. Box SS-1234 Nassau, The Bahamas Dear Talia, Thanks so much for showing interest in “adopting” Kiki the Cockatoo. She has been with us for only a short period of 3 months, but we are glad that you want to be her “pet parent”. What amazes us is how young you are! We normally don’t get adopters under the age of 25 so this is awesome to us. After going through the personal details you provided us with on February 14, 2017, we would love to move forward with the adoption process. I’ve enclosed a few forms for you that give you more details about Kiki and what you should expect as a bird parent. We also have some rules that new parents must follow so please read that as well. The detailed contract is enclosed too, so if you are all ready to go, please complete and sign the contract and mail it back to us at the address at the bottom of this letter at your nearest convenience. Once again, thank you Talia for your interest and we are truly looking forward to working with you. If you have any questions or concerns about any information enclosed with this letter, please don’t hesitate to call me at 394-2146. I hope to hear from you soon. P.O. Box N-4882 Chippingham Road Nassau, The Bahamas
Sincerely, Christina Moxey christina moxey Operations Manager
P.O. Box N-4882 Chippingham Road Nassau, The Bahamas head office (242) 394-2146 gardens (242) 323-5806
P.O. Box N-4882, Nassau, The Bahamas | (242) 394-2146 or (242) 323-5806 | ardastra.com | visitors@ardastra.com
visitors@ardastra.com ardastra.com
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croton petra
Codiaeum vari egatum
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gardening kit As part of Ardastra Gardens’ efforts to encourage locals to make caring for local nature part of their daily routine, we have designed a line of potted plants for indoor and outdoor use. The plants in the line are pretty easy to take care of but they do require attention. The line of terracotta pots add quirky fun to any home garden but give the user the option to use the neutral, unbranded side.
sunlight sunlight Needs Needs 6-8 hours 6-8 hours of direct of direct sunlight sunlight daily.daily.
weather weather conditions conditions Can handle Can handle low winter low winter temperatures, temperatures, whichwhich is when is when their their colorscolors are brightest. are brightest. Can tolerate Can tolerate high high heatsheats but but should should be inbe theinshade the shade for more for more severe severe heat. heat.
croton crotonpetra petra Codiaeum Codiaeum variegatum variegatum
water water Well-drained Well-drained soil works soil works best for bestoutdoor for outdoor crotons. crotons. Pots Pots should should provide provide goodgood drainage. drainage. WaterWater plantsplants whenwhen top top soil issoil dry.is Hotter dry. Hotter days days mightmight require require two waterings. two waterings.
fertilizer fertilizer Requires Requires fertilizer fertilizer with recommended with recommended ratio ratio 3-1-2.3-1-2. Too Too muchmuch fertilizer fertilizer can damage can damage the roots the roots and make and make the the leaves leaves dull. dull.
pests pests Crotons Crotons are generally are generally pest-free, pest-free, but can but be canaffected be affected by by a fewagarden few garden pests.pests. TheseThese pests pests can be cantreated be treated with awith a pesticide pesticide developed developed for tropical for tropical plantsplants and houseplants. and houseplants. For more For more details, details, go to go ardastra.com/homegardener to ardastra.com/homegardener
AGZC321 AGZC321 PRINTED PRINTED IN THE IN USA THE USA © 2017 © 2017 GREEN GREEN PRINTERS PRINTERS 124589-2 124589-2 122398 122398 643691 643691
Example of plant tag.
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Terracotta pots with painted-on branding.
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smartphone app The app was designed to be used during a visit to the zoo as well as when the user returns home. Enjoy an enriched experience at the zoo by learning even more about the animals than your average visitor. Stay aware of current and upcoming events using the app. One of the most valuable features of the app is the snake wrangler app. Many Bahamians have an irrational fear of snakes which has led to the unnecessary reduction in the numbers of these animals due to senseless killings. Users can answer a few questions to figure out if the snake they see is a danger to them. If the results show that it is, or the user is just extremely uncomfortable, a tap of a button will get a licensed wrangler to collect the snake in a safe and humane manner.
Landing page and home screen.
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Events and the Snake Wrangler
Breakdown of other screens.
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“We do not inherit the earth from our ancestors, we borrow it from our children” NATIVE AMERICAN QUOTE
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