BRANDING AND STYLE GUIDE
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1 BRANDING AND STYLE GUIDE 2019
2 TABLE OF CONTENTS MISSION OUR LOGO LOGO USAGE TYPOGRAPHY COLORS ICONS PAW PRINT PHOTOGRAPHY AMPA! CONFERENCE APPLICATION EXAMPLES AMERICANPETSALIVE.ORG STYLE GUIDE 2
3 OUR MISSION AmPA! s mission is to urgently address the crisis of unnecessary deaths of shelter animals by empowering communities with proven solutions. OUR VISION American Pets Alive! believes in a world where all shelter animals are valued and given a true chance at life. We believe our role in this movement is to be an innovative and trusted leader in creating a world where shelters have the tools, resources and knowledge necessary to be safe havens for animals until their families are found. Together, we can end the unnecessary deaths of shelter animals. AMERICANPETSALIVE.ORG STYLE GUIDE 3
4 OUR LOGO The AmPA! logo is our main brand identifier. Wherever possible, use the primary Stacked logo. In use cases where it is not an ideal fit, the secondary Horizontal version may be used. Primary Logo Stacked Alternative colors Black Optional Tagline White Secondary Logo Horizontal AMERICANPETSALIVE.ORG STYLE GUIDE 4
5 LOGO USAGE The AmPA! logo requires ample clear space and a mimimum height for legibility. The logo should not be manipulated or changed in any way outside of the style guidelines. Clear Space FULL COLOR 1.25 Minimum Height Incorrect Usage ONE COLOR 1 Clear space for the stacked logo is defined by the height and width of the AmPA! logo paw. Do Not Apply Outlines Do Not Alter logo color scheme Do Not Skew or change logo proportions Do Not Add elements, patterns or textures Do Not Use white logo on light background Do Not Place color logo on color background Clear space for the horizontal logo is defined by the height of the AmPA! logo exclamation point. Do Not Violate logo s clear space Do Not Change part of the logo, or use the old logo Do Not Place color logo over images or patterns AMERICANPETSALIVE.ORG STYLE GUIDE 5
6 LOGO USAGE (CONT.) The AmPA! exclamation point may be used in marketing communications as a visual motif to accentuate pets in a branded way. The exclamation point may not stand alone, however. The AmPA! logo must accompany it all communications (see pgs for use examples). AMERICANPETSALIVE.ORG STYLE GUIDE 6
7 TYPOGRAPHY Neuzeit Grotesk is an approachable, geometric sans serif typeface that has a conversational visual tone. It is easily legible as body copy, and has unique characteristics and a variety of weights that also make it an ideal headline typeface. Neuzeit is appropriate for both print and web usage. Neuzeit Grotesk Black abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV WXYZ $%&(.,: /!?) Neuzeit Grotesk Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV WXYZ $%&(.,: /!?) Neuzeit Grotesk Condensed abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV WXYZ $%&(.,: /!?) Neuzeit Grotesk Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV WXYZ $%&(.,: /!?) Neuzeit Grotesk Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV WXYZ $%&(.,: /!?) Neuzeit Grotesk Extra Condensed abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV WXYZ $%&(.,: /!?) Body copy is set in Neuzeit light or regular, depending on context. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Tum Piso: Quoniam igitur aliquid omnes, quid Lucius noster? Piso, lore noster, et alia multa. Aa Body copy is set in Neuzeit light or regular, depending on context. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Tum Piso: Quoniam igitur aliquid omnes, quid Lucius noster? Piso, lore noster, et alia multa et hoc loco Stoicos irridebat: Quid enim. Epicuri non probo, inquam. Vide ne ista sint Manliana vestra aut maiora etiam, si imperes quod facere non possim. Lorem ipsum dolor sit amet, consectetur adipiscing elit. AMERICANPETSALIVE.ORG STYLE GUIDE 7
8 TYPOGRAPHY (CONT.) The main headline font for AmPA! is Neuzeit Grotesk Extra Condensed. This combination gives AmPA! a clean, bold, and professional look. EXAMPLE HEADLINE LOREM IPSUM Body copy is set in Neuzeit light or regular, depending on context. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Tum Piso: Quoniam igitur aliquid omnes, quid Lucius noster? Piso, lore noster, et alia multa. Body copy is set in Neuzeit light or regular, depending on context. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Tum Piso: Quoniam igitur aliquid omnes, quid Lucius noster? Piso, lore noster, et alia multa et hoc loco Stoicos irridebat: Quid enim. Epicuri non probo, inquam. Vide ne ista sint Manliana vestra aut maiora etiam, si imperes quod facere non possim. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aa AMERICANPETSALIVE.ORG STYLE GUIDE 8
9 TYPOGRAPHY (CONT.) Quatro Black and UltraBlack may be paired with Neuzeit to convey a bold trustworthiness to the AmPA! brand. The AmPA! exclamation point may be used as an accent for copy, but must always be accompanied by the full AmPA! logo in the same layout. Quatro Black abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV WXYZ $%&(.,: /!?) Quatro UltraBlack abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV WXYZ $%&(.,: /!?) AMERICANPETSALIVE.ORG STYLE GUIDE 9
10 COLORS Primary Colors The Primary color palette is to be used as the main identifier of the AmPA! brand. AmPA! Blue PMS Process Blue C HEX #0082ca RGB CMYK AmPA! Red PMS 7417 C HEX #e64b38 RGB CMYK AmPA! Creme PMS 461 C HEX #eade98 RGB CMYK Tints and Shades may be used to help establish visual heirarchy in AmPA! branded elements. Dark Blue PMS 302C HEX #003a5d RGB CMYK Dark Red PMS 180C HEX #c23b33 RGB CMYK AmPA! Grey 70% Black HEX #4d4d4d RGB CMYK Tints & Shades 100% AmPA! Blue AmPA! Red AmPA! Creme AmPA! Grey 70% 50% 20% AMERICANPETSALIVE.ORG STYLE GUIDE 10
11 ICONS AmPA! s icon style is flat, simple, and easy to read in order to clearly and quickly communicate. These are primarily used in digital contexts for website navigation. AMERICANPETSALIVE.ORG STYLE GUIDE 11
12 PAW PRINT AmPA! s paw print is a simple identifier of the brand, and can be used in any marketing communications. AMERICANPETSALIVE.ORG STYLE GUIDE 12
13 PHOTOGRAPHY The AmPA! photography style is bright and playful, showing pets and their human companions in happy, loving contexts. Ideal photographs feature a shallow depth of field, with the main subject in sharp focus, and the background blurred. Photos should be colorful, energetic, and uncluttered. A M E R ICA N P E T S ALIV E.ORG STYLE GUIDE 13
14 AMERICAN PETS ALIVE CONFERENCE The AmPA! Conference logo features a banner paired with the main AmPA! logos. There are different formats that may be used depending on context, utilizing both the stacked and horizontal logos. AMERICANPETSALIVE.ORG STYLE GUIDE 14
15 APPLICATION EXAMPLES Here are some examples of how the AmPA! brand can be used in context. A M E R ICA N P E T S ALIV E.ORG STYLE GUIDE 15
16 APPLICATION EXAMPLES (CONT.) Digital and print ads, focused on education and the AmPA! Conference. AMERICANPETSALIVE.ORG STYLE GUIDE 16
17 NOTES AMERICANPETSALIVE.ORG STYLE GUIDE 17
18 For any Branding & Style Guide questions, contact Branding Department AMERICANPETSALIVE.ORG STYLE GUIDE 18
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