Graphic Standards Manual

TA B L E O F C O N T E N T S

Logo Configurations 3

One Color Usage 4-6

Two Color Usage 7-9

Background Colors 10-11

Logo Placement and Spacing 12-13

Font Usage 14

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 L O G O C O N F I G U R AT I O N S

Version A logo with tagline Version B logo without tagline

RATIONALE
The new Houston Zoo logo has been designed to give prominence to the Houston Zoo name. It is important that all
communications using the Houston Zoo corporate identity be applied consistently. The following guidelines must be observed
to preserve the message intended by the design. All previous logo versions should be discarded. The new logo should be
applied to all materials including, but not limited to, stationery, forms, direct mail, publications, promotional products,
uniforms, presentation materials, packaging, advertising and signage.

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 ONE COLOR USAGE

BLACK AND WHITE

When using one color in the logo, you may use black on a white background. Black must always be present and cannot be
substituted for any other shade or color.

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 ONE COLOR USAGE

reverse the logo

REVERSE BLACK AND WHITE

When using one color in the logo, you may use the reverse, white on a black background. Black must always be present and
cannot be substituted for any other shade or color.

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 ONE COLOR USAGE

do not use any other color or color

do not use shades of black combinations other than black and
white for one color usage

TONE ON TONE
When using one color in the logo, black must always be present and cannot be substituted for any other color.

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 TWO COLOR USAGE

Green – PMS 361 Yellow – PMS 137 Tan – PMS 4655

C M Y K C M Y K C M Y K
76 0 91 0 0 34 91 0 0 23 43 18

Blue – Pantone Process Blue Red – PMS Warm Red Purple – Pantone Purple
C M Y K C M Y K C M Y K
100 9 0 6 0 79 91 0 43 91 0 0

APPROVED COLORS WITH TAGLINE

The approved PMS colors for the new Houston Zoo logo are presented here as a sample of the appropriate color
use when using a white background. When using a two color logo, use an approved PMS color and black. Only
the above six colors are approved for usage. They are Pantone Matching System (PMS) colors and should be used
full strength with black. No other colors or color combinations are acceptable. The CMYK breakdown has been
provided, however, use the Pantone color whenever possible.

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 TWO COLOR USAGE

Green – PMS 361 Yellow – PMS 137 Tan – PMS 4655

C M Y K C M Y K C M Y K
76 0 91 0 0 34 91 0 0 23 43 18

Blue – Pantone Process Blue Red – PMS Warm Red Purple – Pantone Purple
C M Y K C M Y K C M Y K
100 9 0 6 0 79 91 0 43 91 0 0

APPROVED COLORS WITHOUT TAGLINE

The approved PMS colors for the new Houston Zoo logo are presented here as a sample of the appropriate color
use when using a white background. When using a two color logo, use an approved PMS color and black. Only
the above six colors are approved for usage. They are Pantone Matching System (PMS) colors and should be used
full strength with black. No other colors or color combinations are acceptable. The CMYK breakdown has been
provided, however, use the Pantone color whenever possible.

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 TWO COLOR USAGE

do not reverse or alter the do not reverse or alter the

approved logo color approved logo color

TWO COLOR LOGO

The ‘Houston Zoo’ type and the ‘Z’ should always be black, white or an approved PMS color. Any alterations to this
formula would be a violation of graphic standards.

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 BACKGROUND COLORS

Green – PMS 361 Yellow – PMS 137 Tan – PMS 4655

C M Y K C M Y K C M Y K
76 0 91 0 0 34 91 0 0 23 43 18

Blue – Pantone Process Blue Red – PMS Warm Red Purple – Pantone Purple
C M Y K C M Y K C M Y K
100 9 0 6 0 79 91 0 43 91 0 0

BACKGROUND
The approved PMS colors for the new Houston Zoo logo are presented here as a sample of the appropriate color
use when using a color background. When using the two color logo, use an approved PMS color and black. Only
the above six colors are approved for usage. They are Pantone Matching System (PMS) colors and should be used
full strength with black. No other colors or color combinations are acceptable. The CMYK breakdown has been
provided, however, use the Pantone color whenever possible.

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 BACKGROUND

Green – PMS 361 Yellow – PMS 137 Tan – PMS 4655

C M Y K C M Y K C M Y K
76 0 91 0 0 34 91 0 0 23 43 18

Blue – Pantone Process Blue Red – PMS Warm Red Purple – Pantone Purple
C M Y K C M Y K C M Y K
100 9 0 6 0 79 91 0 43 91 0 0

REVERSE LOGO USAGE

The approved PMS colors for the new Houston Zoo logo are presented here as a sample of the appropriate color
use when using a color background. When using the two color logo, use an approved PMS color and white. Only
the above six colors are approved for usage. They are Pantone Matching System (PMS) colors and should be used
full strength with white. No other colors or color combinations are acceptable. The CMYK breakdown has been
provided, however, use the Pantone color whenever possible.

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 L O G O P L A C E M E N T A N D S PA C I N G

STAGING AREA WITH TAGLINE

The logo needs visual space between it and other typographical or picture elements.

The height of the ‘Z’ establishes measurement “x”. A minimum distance of “x” must be maintained, on all sides,
between the logo and any other visual elements.

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STAGING AREA WITHOUT TAGLINE

The logo needs visual space between it and other typographical or picture elements.

The height of the ‘Z’ establishes measurement “x”. A minimum distance of “x” must be maintained, on all sides,
between the logo and any other visual elements.

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 FONT USAGE

FUTURA BOLD

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890

FUTURA REGULAR/BOOK

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890

FUTURA OBLIQUE

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890

FONT USAGE
Futura Bold, Futura Regular/Book and Futura Oblique are the only approved fonts for usage on printed materials.
Other fonts may not be substituted. The following are guidelines for usage:
Futura Bold – Heads/Subheads
Futura Regular/Book – Body Copy
Futura Oblique – Subheads

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