Branding Principles Spring 2016 by Yassely Oliva

Branding Principles | Identity for San Francisco Zoo

Brand Positioning “The mission statement of the San Francisco Zoo is to connect people with wildlife, inspire caring for nature and advance conservation action.” - SF Zoo The current brand positioning of the San Francisco zoo is to conserve and connect millions of people with wildlife, by doing so people learn to value nature and find out about the animals characteristics as well as to why they are important. With the design of my new logo I would like to include the preservation of animals of animals that are living in the zoo. According to Deputy Director Joe Fitting, “we previously brought out our animals from the wild, now that the amount of animals are decreasing by the day, the newer animals that we have are bred in other zoos or our own.” At the moment the largest collection of animals is their 60 animal penguin colony. With the San Francisco Zoo being one of the few zoos on the planet that is located along the pacific coast I would like to create a logo that is simplistic and minimal yet captures your eye.

Primary Attributes: Logical Balanced Insightful

Branding Principles | Identity for San Francisco Zoo

Color Palette San Francisco Zoo

Pantone: 7549 C

CMYK: 00,39,100,00

RGB: 255,156,0

Branding Principles | Identity for Seacoast Sweets | Kickstarter

Brand Positioning “I approached my grandfather with the idea to sell his chocolates, he passed down his recipe, and out of my dorm room, the aptly named Seacoast Sweets was born.” - Kirstyn Pearl The current brand positioning of Seacoast Sweets is to provide its consumers with delicious candy with a recipe that was passed down from founder Kirstyn’s grandfather. She hopes to”inspire women, proving to them that not only can we achieve success in the male-dominated corporate world, but as independent business owners as well.” Since this is a kick tarter campaign there isn’t much information on their logo and the direction it is designed to go. I want to design a modern logo that will improve their visual execution of their product.

Primary Attributes: Simple Modern Elegant

Branding Principles | Identity for Seacoast Sweets | Kickstarter

Color Palette Seacoast Sweets

Pantone: 284 C

CMYK: 71,01,14,00

RGB: 00,209,255

Pantone: 7549 C

CMYK: 61.52,50,21

RGB: 99,101,102

Typography Seacoast Sweets Bauer Bodoni A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 !

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Branding Principles | Identity for Sisley | Retail Product

Brand Positioning Sisley was created by the Dâ&#x20AC;&#x2122;Ornano family and has become one of the best high end beauty product brands from Paris. Sisleyâ&#x20AC;&#x2122;s products are made in the most natural way possible using natural ingredients like plants, and oils. The current logo is too bulky and not in any way feminine. The direction for my design will capture the essence of delicacy and beauty giving Sisley the true recognition it deserves. Primary Attributes: Trendy Modern Girly

Branding Principles | Identity for Sisley | Retail Product

Color Palette Sisley

Pantone: 1665 C

CMYK: 00,88,100,00

RGB: 239,70,35

Typography Sisley Didot A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )

Futura A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )

Branding Principles | Identity for Suite Dog Daze | Service

Brand Positioning “Our mission is simple: To love and care for each and every animal just like we would want someone to take care of ours.” - Suite Dog Daze The current brand positioning of Suite Dog Daze is that they offer excellent pet care and service for our “furry friends.””All programs are designed around each individual pets specific needs and families goals. We take the time to get to know YOU and your pet.” Their services consist of training, grooming, and daycare for dogs. Suite Dog Daze takes the time to get to know your pet individually. What makes us passionate? We love the communication between pets and individuals, with our help pets and their owners understand one another through a variety of training programs. We offer day training, overnight training, grooming training, inhome sessions, private sessions and group class sessions. Primary Attributes: Playful Friendly Inviting

Branding Principles | Identity for Suite Dog Daze | Service

Primary Signature Centered

Branding Principles | Identity for Suite Dog Daze | Service

Secondary Signature Horizontal

Third Signature Vertical | Stacked

Branding Principles | Identity for Suite Dog Daze | Service

Color Palette Suite Dog Daze

Pantone: 7549 C

CMYK: 00,39,100,00

RGB: 255,156,0

Pantone: 477 C

CMYK: 32,79,99,34

RGB: 129,61,29

Typography Suite Dog Daze Din A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 !

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Baskerville A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )

Branding Principles | Identity for Monterey Bay Aquarium | Nonprofit

Brand Positioning

â&#x20AC;&#x153;The mission of the nonprofit Monterey Bay Aquarium is to inspire conservation of the ocean.â&#x20AC;? - Monterey Bay Aquarium Monterey Bay Aquarium prides itself with conservation of the animals in the ocean. By using science based conservation research Monterey Bay Aquarium has been able to take initiative in learning more on ways to preserve our ocean. By having an aquarium open to the public, we are able to take in exactly what we are fighting to preserve. Making their animals feel at home is their priority. Primary Attributes: Togetherness Approachable Connected

Branding Principles | Identity for Monterey Bay Aquarium | Nonprofit

Primary Signature Centered

Secondary Signature Horizontal

Branding Principles | Identity for Monterey Bay Aquarium | Nonprofit

Color Palette Monterey Bay Aquarium

Pantone: 533 C

CMYK: 100,80,27,12

RGB: 255,156,0

Pantone: 424 C

CMYK: 00,00,00,65

RGB: 129,61,29

Typography Monterey Bay Aquarium Gotham Rounded A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )

Branding Principles | Identity for Lush | Basic Graphic Standards Manual

Brand Positioning At Lush we aim to be different. What sets us apart? “From our very humble beginnings at Lush, our founders have been conscious of how our products and business practices interact with the environment. And in doing so we’ve used creative and innovative solutions to make a positive impact on the planet instead.” We have been using products that are not tested on animals, we use recycled materials as well as keep our products unpackaged to be environmentally friendly, we only buy our products from people who use fair salaries for their employees and have the freshest ingredients available. All of our products are handmade everyday in our Lush Kitchens. We invent all of our products that way we can give you the best quality products we can make.

Primary Attributes: Friendly Elegant Delicate Playful

Branding Principles | Identity for Lush | Basic Graphic Standards Manual

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Branding Principles | Identity for Lush | Basic Graphic Standards Manual

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Branding Principles | Identity for Lush | Basic Graphic Standards Manual