detroit Detroit Zoo Brand Identity Guidelines

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Brian Beasley
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1 Detroit Zoo Brand Identity Guidelines

2 Contents 1.0 Introduction 1.1 About This Guide 1.2 Mission and Vision 1.3 Positioning Statement 2.0 Brandmark Usage 2.1 Our Brandmark 2.2 Clearspace 2.3 Minimum Size 2.4 Full-Color Application 2.5 One-Color Applications 2.6 Special Applications 2.7 Improper Usage 3.0 Support Elements 3.1 Color Palette 3.2 Typography 4.0 Applications 4.1 Letterhead 4.2 Business Card 4.3 Envelope 4.4 Flags & Blades 4.5 Uniforms 4.6 Signage 4.7 Merchandise

3 Introduction 1.0

4 About This Guide These guidelines represent the building blocks that define the Detroit Zoo brand. They should be used as a starting point and road map for developing communications that support the aesthetic established in these pages. The Detroit Zoo brand is composed of essential visual elements that should be applied in a planned and thoughtful manner. These components are unique to the organization, and when used together will project a memorable and distinctive brand identity. Introduction 1.1

5 Mission and Vision Mission Demonstrate leadership in wildlife conservation and animal welfare. Provide a broad audience with outstanding and unique educational opportunities that lead to the appreciation and stewardship of nature. Inspire our community with engaging, meaningful and memorable experiences. Provide innovative zoological facilities that contribute to the region s economic vitality. Demonstrate organizational excellence consistent with a commitment to outstanding service and progressive resource management. Vision The vision we embrace is that the Detroit Zoo will be a place that enriches the surrounding community by uniting individuals who share a common interest and passion for animals. Introduction 1.2

6 Positioning Statement We recognize that a change in the approach to outstanding service is necessary to improve the atmosphere an individual experiences on their visit to the Detroit Zoo. We are determined that we can best fulfill our mission by shifting our focus from simply providing a good time to creating meaningful experiences that will be remembered for a lifetime. Introduction 1.3

7 Brandmark Usage 2.0

8 Our Brandmark The most fundamental visual element of a brand identity is its brandmark. The new Detroit Zoo brandmark signals a change for a new approach to the future while preserving the heritage of our past. The evolution of our brandmark is most dramatic in its new configuration. The symbol is now joined together with the Detroit Zoo name in a permanent, bold alliance. Its holding device is an angled rectangular shape that is unifying and inviolable. The following pages will explain how to best maintain the integrity of this newly introduced brandmark. Symbol Brandmark Logotype Brandmark Usage 2.1

9 Clearspace To ensure that the Detroit Zoo logo maintains distinction from all other graphic elements, no type, symbols, or marks of any kind should intrude in the clear space area indicated a space equal to the proportional height of the O. These requirements should be followed for all logo applications unless it is otherwise specified. O O O O Brandmark Usage 2.2

10 Minimum Size For maximum legibility and impact of the Detroit Zoo logo, the preferred minimum size of the logo is 1.5 wide. For special applications, a measurement of no less than 1 wide is acceptable. When measuring the logo, locate the outermost part of the brandmark on the left (the letter d ) and measure to the far right point of the polar bear. This is shown on the measurement area example above. Color Black & White Knockout 1.5 (recommended minimum size) 1.5 (recommended minimum size) 1.5 (recommended minimum size) 1 (absolute minimum size) 1 (absolute minimum size) 1 (absolute minimum size) Brandmark Usage 2.3

11 Full-Color Application As one of our most important assets, the Detroit Zoo brandmark must always appear as shown on this page or in one of the other variations described in these guidelines. Never attempt to redraw or rescale the brandmark or add other graphic elements to its presentation. The fullcolor version of the brandmark is the primary brandmark of our identity system. It is strongly recommended that this version be used in branded applications whenever possible. Note: Pantone, CMYK and RGB values for the full-color brandmark are available on page 3.1. The preferred brandmark is full-color. Brandmark Usage 2.4

12 One-Color Applications When the primary full-color Detroit Zoo brandmark cannot be used, one of the alternate one-color versions may be substituted. The one-color brandmarks may not be reproduced in any color other than those listed in these guidelines. The one-color grey brandmark is preferred and should be used whenever possible. The one-color black brandmark should only be used for strictly internal purposes or when black is the only available color option. Note: Pantone, CMYK and RGB values for the one-color brandmarks are available on page 3.1. One-Color Grey Brandmark One-Color Black Brandmark Brandmark Usage 2.5

13 Special Applications The special usage brandmarks for the Detroit Zoo are most commonly used when printing on colored surfaces. This application can be found in print pieces, merchandise and signage. When printing on white paper, the full-color or one-color brandmarks should be used at all times. Also, the special usage brandmarks may not be reproduced in any color other than those listed in these guidelines. Note: Pantone, CMYK and RGB values for the special applications of our brandmark are available on page 3.1. Grey Special Usage Brandmark Black Special Usage Brandmark Yellow Special Usage Brandmark Orange Special Usage Brandmark Green Special Usage Brandmark Blue Special Usage Brandmark Brandmark Usage 2.6

Improper Usage The Detroit Zoo brandmark may not be modified, altered, or corrupted in any manner. It must always be seen clearly and dramatically.

14 Improper Usage The Detroit Zoo brandmark may not be modified, altered, or corrupted in any manner. It must always be seen clearly and dramatically. In order to do so, the consistent and correct application of our brandmark is essential. Please see examples below for some unacceptable uses. Do not place the brandmark within another shape. Do not distort the shape of the brandmark. Do not substitute type in the brandmark. Do not tilt or rotate the brandmark. Do not add filter effects or drop shadows to the brandmark. Do not alter colors in the brandmark. Do not change the proportions of the brandmark Do not rearrange the elements of the brandmark. Brandmark Usage 2.7

15 Support Elements 3.0

16 Color Palette It is important that the Detroit Zoo maintain a consistent appearance of our brandmark and all visual communications across various media types and materials. Using colors consistently in all communications will create recognition and strengthen identity. On this page you will find specifications for reproducing the Detroit Zoo colors in a variety of ways. Note: PANTONE is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this guide are not intended to match the PANTONE color standards; use PANTONE chips for accurate color matching. PMS Black 7C CMYK 0, 0, 0, 80 RGB 58, 60, 59 HEX 3A3C3B PMS Black CMYK 0, 0, 0, 100 RGB 15, 15, 15 HEX 0F0F0F PMS 116C CMYK 2, 15, 100, 0 RGB 240, 199, 38 HEX F0C726 PMS 144C CMYK 0, 50, 100, 0 RGB 222, 120, 40 HEX DE7828 PMS 349C CMYK 90, 30, 95, 30 RGB 15, 75, 40 HEX 0F4B28 PMS 307C CMYK 87, 9, 0, 36 RGB 0, 89, 124 HEX 00597C Support Elements 3.1

17 Typography The typeface that is used for the Detroit Zoo identity is Century Gothic. This should be used for all stationary, reports and printed media. For all digital media where this typeface is not available, such as PowerPoint presentations and the website, please use Arial. Both of these fonts were selected for their visual compatibility with the Detroit Zoo brandmark and for their ability to convey a personality that is consistent with our brand. Only use weights and styles shown on this page. Century Gothic Arial abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !;:/?,.@*%&() abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !;:/?,.@*%&() Century Gothic Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !;:/?,.@*%&() Century Gothic Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !;:/?,.@*%&() Arial Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !;:/?,.@*%&() Arial Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !;:/?,.@*%&() Century Gothic Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !;:/?,.@*%&() Arial Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !;:/?,.@*%&() Support Elements 3.2

18 Applications 4.0

19 Letterhead Format 3 Division Name 8450 West 10 Mile Rd. Royal Oak, MI Phone Fax xxxx@zoo.org 8.5 x 11 Shown at 40% of actual size Return Address January 1, 2009 Typeface: Century Gothic Size: 9/10.8 pt John Smith Address 1 Address 2 City, State, ZIP Code Body Copy Dear Mr. Smith, Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Quisque sollicitudin ultricies nisi. Suspendisse nulla libero, tempor nec, consequat at, pulvinar vitae, quam. Etiam ut enim eget nulla sollicitudin adipiscing. Aliquam vehicula diam. Sed ligula leo, fringilla bibendum, tempus eu, aliquet nec, lectus. Quisque eget felis. Fusce ornare odio et sem. Pellentesque congue. Suspendisse potenti. Sed condimentum sapien eu augue. Donec tristique, justo in tincidunt feugiat, massa elit accumsan justo, vel dapibus arcu massa et sapien. Nam posuere, sem nec malesuada gravida, enim leo sollicitudin enim, id congue justo risus pharetra metus. Nulla in urna sit amet enim elementum molestie. Mauris ac sapien quis felis rutrum luctus. Morbi viverra sem sed dui. Morbi lorem. Phasellus auctor lorem nec nisi. Aenean molestie posuere justo. Fusce sit amet purus a purus dapibus hendrerit. Suspendisse massa leo, commodo sit amet, sollicitudin sollicitudin, tristique vitae, elit. Proin quam purus, sagittis in, accumsan nec, accumsan non, orci. Sed vitae diam sit amet orci pretium sagittis. Nullam vel ipsum in diam condimentum varius. In auctor dignissim elit. Nulla facilisi. Aenean sed sapien. Aliquam diam. Nulla tortor turpis, sagittis et, imperdiet sit amet, gravida id, sapien. Phasellus sit amet nisl. Nam porttitor sodales dui. Aliquam lacus nisi, commodo at, eleifend a, fringilla vitae, neque. Vestibulum lorem leo, feugiat id, pellentesque a, laoreet a, nunc. Typeface: Century Gothic Size: 10/12 pt Brandmark Guidelines on left with orange measurements pertain to page placement of the brandmark. Be sure to remain cautious of clearspace requirements. Sincerely, Jane Taylor 1 Applications 4.1

20 Business Card 1.25 Format 3.5 x 2 Shown at 100% of actual size Back Back Typeface: Century Gothic Size: 8/10 pt.95 Front: Contact Information Typeface: Century Gothic Size: 7.5/10 pt.84 Front: Title Typeface: Century Gothic Bold Size: 10/12 pt Base aligned with point of brandmark Front Jane Taylor Gift Shop Manager 8420 West 10 Mile Rd. Royal Oak, MI Front: Subtitle Typeface: Century Gothic Size: 8/10 pt Front: Brandmark Guidelines with orange measurements pertain to placement of the brandmark. Be sure to remain cautious of clearspace requirements. 2 Applications 4.2

Envelope Format No. 10 Shown at 70% of actual size Return Address: Title.25 1.75 Typeface: Century Gothic Bold Size: 10/12 pt.25.75 Jane Taylor Gift Shop Manager 8420 West 10 Mile Rd.

21 Envelope Format No. 10 Shown at 70% of actual size Return Address: Title Typeface: Century Gothic Bold Size: 10/12 pt Jane Taylor Gift Shop Manager 8420 West 10 Mile Rd. Royal Oak, MI Return Address: Subtitle Typeface: Century Gothic Size: 8/10 pt John Smith Address 1 Address 2 City, State, ZIP Code Return Address Typeface: Century Gothic Size: 7.5/10 pt Sender Address Typeface: Century Gothic Size: 10/12 pt 4 Brandmark Guidelines with orange measurements pertain to placement of the brandmark. Be sure to remain cautious of clearspace requirements. Applications 4.3

22 Flags & Blades Flags and blades are an important and very visible part of the Detroit Zoo identity and signage system. This is the only application where it is acceptable to disregard clearspace requirements for cropping purposes. This will create a more dynamic appearance as long as the integrity of the brand is not be lost through the crop. Please note that these prototypes are demonstrations only and should not be used as final work. Please contact the marketing department with any questions about acceptable uses of cropping the Detroit Zoo brandmark. Applications 4.4

23 Uniforms The polos bearing the Detroit Zoo brandmark are for staff on all levels to wear. The grey and black colored shirts are for individuals who either work in more than one facility or who fall into a category other than the four specified below (admissions, gift shop, administration, etc). The orange polo is for employees of the African Grasslands, yellow is for those who work in the Australian Outback, green is for Amphibiville, and the blue polos are for those staffed in the Arctic Ring of Life. All polos are to be tucked in and worn with either khaki pants or knee-length shorts. Applications 4.5

24 Signage The Detroit Zoo identity should be consistently communicated throughout the physical zoo environment. The examples shown below represent outdoor signage that would be found throughout the zoo. The consistency among them is designed to maximize visibility and impact. Please note that while the artwork is not to scale, the recommended configurations and colors should be followed exactly. Hours Daily 10:00 am - 4:30 pm Last ticket is sold at 4 pm Tickets Adults $6.00 Seniors $1.25 Over age 65 Children $1.00 Ages 3-12 years Under age 3 Free PLEASE Do not feed the animals. That s our job. Thank you. PLEASE Be safe. Do not stand, sit, or climb on fences. Thank you. Applications 4.6

25 Merchandise The examples offered below offer a variety of options for how the Detroit Zoo brandmark can extend into wearable merchandise applications that promote the zoo. These are obviously only a few of the limitless options available. Be sure to be cautious of all standards stated in these guidelines when creating additional merchandise. As always, consult the marketing department with any questions. kanga crossing rhino-riffic Applications 4.7

26 8450 West 10 Mile Rd. Royal Oak, MI

Brand identity designed by JAVIER

Brand identity designed by JAVIER Logo conceptualization Concept 3 WOMEN is a Colombian brand creating a new brand identity and name to introducing their products to the American market. Before designing