SAVE OUR SPECIES BRAND IDENTITY GUIDE December 2009
SAVE OUR SPECIES IDENTITY GUIDE TABLE OF CONTENTS 02 03 04 05 06 09 09 11 12 14 Introduction Key Campaign Identity Size Requirements Logo Backgrounds Colors Do s and Don t s Clearspace Requirements Relationship to Partner Logos Taglines Typefaces
SAVE OUR SPECIES IDENTITY GUIDE INTRODUCTION This SOS style guide has been created to ensure proper usage of the SOS logo in web and printed materials. It is important that all uses adhere to the identity standards outlined in this style guide. Honoring the standards ensures trademark protection, builds strong name recognition and solidifies awareness of the Save Our Species campaign. The SOS logo represents the rich diversity of life on our planet and their delicate interconnection to one another. The fading mark conveys a fragile and urgent state that species face while the bolder type face is intended to have a strength and hopefulness in the solution. This guide is designed to offer our partners visual and verbal guidelines to extend the campaign as broadly as possible while still maintaining important brand unity and integrity. Urgent is our message. Action is our solution. While this guide provides wide flexibility for variety of media applications across a global landscape, it also applies strict standards to maintain a strong logomark, logotype, and messaging consistency in all cases. 02
SAVE OUR SPECIES IDENTITY GUIDE KEY CAMPAIGN IDENTITY Integrity of the Save Our Species logo is fundamental to the strength of the organization s identity. The logo must never be broken apart or used in different proportions to what has been designated. Use these guidelines to keep the Save Our Species logo legible in all mediums. Always use your best discretion to maintain legibility in different colors and sizes and when placed against different backgrounds and textures. PRIMARY LOGO Secondary Logo: This is an alternative logo option to the primary logo. The primary logo is still the most preferred option. Use in areas where more contrast is needed between the background and the logo. When used on a dark background, the secondary logo option works well as the logo and type will be more readable. SECONDARY LOGO 03
SAVE OUR SPECIES IDENTITY GUIDE SIZE REQUIREMENTS As Save Our Species programme continues to evolve, it is vital for its identity to be strong and unified while maintaining flexibility to work in different layout situations across broadcast, print, physical, and online environments. We do not recommend that the SOS logo be applied smaller than 1 ( 25.4mm ) for print or less than 72 px for web. Only approved color combinations should be used (see pages 06-07). The various elements within the logo should never be rearranged and the spacing between the SOS letters and the Save Our Species line below should never be adjusted. Primary Logo Minimum widths: Print: 1 / 25.4mm, Web: 72 px PRIMARY LOGO / DISTANCE GUIDELINES Secondary Logo Minimum widths: Print: 1 / 25.4mm, Web: 72 px This space should never be adjusted INCORRECT 04
SAVE OUR SPECIES IDENTITY GUIDE LOGO BACKGROUNDS Logo Backgrounds Backgrounds for application of the logo mark -- whether they be solid colored, textured, or photographic -- should be chosen with discretion to ensure that they serve the fundamental purpose of setting off and showcasing the brand cleanly, clearly, and proudly. They should never be busy or distracting from the mark itself. When used with photos, the logo should always be placed in a lowcontrast area that does not compete with the clarity and legibility of the logo ( example E ). In addition, the logo should never be placed in an environment that disrupts the main action taking place within the photograph. When placed against a colored background, the preferred logo color solid white, regardless of the background behind it ( such as examples B and C ). For grayscale versions, place against a black or dark gray background ( example D.) For one color applications, PMS 7533 U (dark gray) is the preferred color ( example A ) or reversed out white on a dark background ( example C ). A B C D E 05
SAVE OUR SPECIES IDENTITY GUIDE COLORS Primary Color Palette: The SOS primary color palette reflects Save Our Species as a an urgent, hopeful and solutions-oriented organization. However PMS 7417 ( red ) and PMS 7533 ( warm grey) are the primary colors and should be used in all communications featuring more than one color. PRIMARY COLORS PMS 7417 C / PMS 7417 UC C 0 M 75 Y 75 K 0 R 242 G 102 B 73 Hex # fff900 PMS 7533 C / PMS 7533 UC C 69 M 76 Y 81 C 0 M 23 Y 38 K 69 R 78 G 60 B 47 Hex # 4E3C30 The colors have been chosen because of their strength and vitality, and work best when they re used at 100% opacity. PMS BLACK C / PMS BLACK UC C 0 M 0 Y 0 K 100 R0 G0 B0 Hex # 191919 *Below: All approved primary color combinations PRIMARY LOGO / COLOR SPECS Color: PMS 7533 Color: PMS 7417 Font: Din Bold 06
SAVE OUR SPECIES IDENTITY GUIDE COLORS Secondary Color Palette: Secondary colors are intended to compliment the primary color palette and should be used sparingly. The secondary color palette was designed to allow individuals to choose from logo color variations while maintaining a uniform color palette. However, the primary colors should be the dominant color scheme to the secondary palette. SECONDARY COLORS PMS 7406 C / PMS 7406 UC C 0 M 18 Y 100 K 0 R 255 G 207 B 1 Web # #ffd100 PMS 632 C / PMS 632 UC C 92 M 0 Y 15 K 5 R 0 G 168 B 203 Web # 00A0BA Note: The SOS Logo also has a grayscale version depending on printing needs. PMS 377 C / PMS 377 UC C 45 M 0 Y 100 K 24 R 120 G 162 B 47 Web # 709302 *Below: All approved secondary and grayscale color combinations PRIMARY LOGO / GRAYSCALE / COLOR SPECS Color: Black 70% Color: Black 100% 07
SAVE OUR SPECIES IDENTITY GUIDE DO S AND DON TS The following examples represent correct and incorrect usage of the SOS Logo. CORRECT USAGE Removing any elements from the logo Changing type lockup of logo Using non approved color combinations Rearranging any logo elements Squeezing or stretching the logo Using the logo at an angle INCORRECT USAGE 09
SAVE OUR SPECIES IDENTITY GUIDE CLEARSPACE REQUIREMENTS Clear Space Requirements Clear space requirements should be followed to ensure that the SOS logomark always stands proudly, is presented clearly, and never competes or is crowded by other elements around it. The following examples illustrate the amount of clear space that should be used when placing the SOS Logomark. x x x * x x x * * To allow the maximum visual impact always maintain the minimum clearspace illustrated here at any logo size used. This is determined by the space created by X (the space created between the bottom the letters SOS and the bottom of the Save Our Species type). No other logo,type, or graphic elements should appear in this area. 10
SAVE OUR SPECIES IDENTITY GUIDE RELATIONSHIP TO PARTNER LOGOS A RELATIONSHIP TO PARTNER LOGOS In instances when the SOS logo appears with the partner logos, the partner logos should be placed away from the primary logo (eg: at the bottom of the page, a separate page, or in a footer). See example A. Primary Logo Partner Logos 11
SAVE OUR SPECIES IDENTITY GUIDE TAGLINE TAGLINE A Our tagline is the verbal representation of our brand idea. The tagline can appear together with the SOS logo or on its own. Do not use other taglines in conjunction with the Save Our Species. Save Our Selves. tagline. The tagline should never be reproduced in non-approved formats or in a different typestyle. The tagline should always follow the primary logo s clearspace guidelines (see page 10 ). When used in a web setting, the tagline can be animated so that the word Selves fades in to complete the Tagline ( see example A ). The tagline should appear in PMS 7553, reversed out white on a dark background, or with a low contrast photo (example A). The following are examples of approved tagline layouts and colors: SAVE OUR SELVES SPECIES. SAVE OUR SELVES SPECIES. SAVE OUR SPECIES. SAVE OUR SELVES. Tagline Font: Din Bold SAVE OUR SPECIES. SAVE OUR SELVES. 12
SAVE OUR SPECIES IDENTITY GUIDE TAGLINE TAGLINE When the tagline is used with the SOS logo, it should always follow the primary logo s clearspace guidelines (see page 10.) For the right aligned tagline, the SOS logo and the tagline should align on both left and right sides (example A). The tagline on one line should align left to the SOS logo (example B). These guidelines are demonstrated below. Clearspace Clearspace SAVE OUR SELVES SPECIES. SAVE OUR SPECIES. SAVE OUR SELVES. 13
SAVE OUR SPECIES IDENTITY GUIDE TYPEFACE Primary Typeface The primary typeface is part of the DIN family. The breadth of this character set allows for a range of sensibilities without leaving the confines of one type family. It is a strong legible typeface that should be used on all SOS materials. As a secondary typeface when DIN is not avaliable, Arial can be used for web fonts or body text. DIN BOLD ABCDEFGH abcdefgh 0123456789 DIN MEDIUM ABCDEFGH abcdefgh 0123456789 DIN REGULAR ABCDEFGH abcdefgh 0123456789 DIN LIGHT ABCDEFGH abcdefgh 0123456789 14
For further information, contact us at saveourspecies@iucn.org www.sospecies.org