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Brand Identity Guidelines

Table of
Contents

1. Introduction
2. Our Brand
3. Dynamic Brand

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4
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4. Visual Elements
4.1 Logo
4.2 Colour Palette
4.3 Typography
4.4 Illustration,
Photography

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5. Brochures
6. Office
Communications
7. Business Cards
8. Tone of Voice
9. Contacts
10. Templates

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Introduction

01

This booklet defines the guidelines for


the usage of the visual identity elements:
logo, colour, typography, grid, and illustration. All the elements work together
to create a unique and recognizable
identity for the brand.
All of our communications from print to
digital tells our audience who we are,
what is it that makes us unique and sets
us apart from the other organisations.

Our Brand

02

Shields mission is to end wildlife crime


like illegal wildlife trade, trophy hunting,
and animal abuse in circuses and zoos.
Our brand brings humans close to
animals while making them aware of
these acitivities. It provides legal aid and
protection to the underpriveleged who
are directly affected by these illegal
activites and who are forced into them
like poachers.
With headquarters in different parts of
the world we focus individually on each
region so that each problem gets a
different and concentrated approach.
Our main objective is creating harmony
between humans and animals. Giving
rights to wild animals. We want to make
the process of getting the humans close
to wildlife - fun, interesting, and engaging.

Dynamic
Brand

03

Shield has a dynamic identity which


changes according to the different
regions Shield operates in.
Every visual identity system has 6
components - Colour, Logo, Typography, Imagery, Language, and Graphic
elements.
While creating a dynamic identity at
least one of the component mentioned
above should be constant in the visual
identity system. In our brands idenity
the shape of a shield, the typeface,
and the colours (white and black) are
constant which create a recognizable
identity and leave a lot of room to play
with other components.

Visual
Elements

04
Logos

Colour Palette

abc

Typography

Illustrations,
Photography

04.1
Logos

Common Logo
Used for common communications, which are not region
specific

India

Himalayas, Nepal,
Pakistan

Antarctica, Australia

Arctic Basin

Africa

Europe

China

United Kingdom

United States

South East Asia

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04.1
Logo Clear Space

The clear space is the space around the


logo that should always be free to give
some breathing space to the logo and
make it stand out clearly in any environment.
When using the box logo (fig.1), the
space left from all sides should be 0.2
times the height of the outer box. For
example: if the box is 7cm, the space
left from all the sides should be 1.4cm.
When using only the shield logo (fig.
2) measure the height and width of the
logo. Space left around the entire logo
should be 0.5 times of the height.
(Fig.1)

Logo Minimum Size

The recommended minimum size of


the logo should be 0.5 inches in width
(fig.3). This is to maintain the quality
and clarity of the logo even when its
reproduced on different documents and
communications.

(Fig.2)

0.5

(Fig.3)

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04.1
Logos

These logos with the white background


and black outline (fig.1) should be used
always on dark, pattern backgrounds,
or photography backgrounds. It is so
that the shield logo can be seen clear
on any background and can be identified distinctly.

Constant Elements

The shield shape (fig.2) is constant


throughout the logos. It must never be
changed. All the vector animals are
confined to this shape.
The second element that is constant are
the two colours which are used to make
the animals in the shield - white and
black.
The typeface bariol is also constant
amongst all the logos. Shield is written
this typeface across all the logos, with a
variation of colours

shield
shield
Bariol

C: 0
M: 0
Y: 0
K: 100
C: 0
M: 0
Y: 0
K: 0
Typeface Bold

(Fig.2)
(Fig.1)

04.2
Colour Palette

shield

C: 70
M: 15
Y: 0
K: 0

This colour is used in the


typography for logos of Artic
Basin, Australia-Antarctica,
Himalayas - Nepal, and
North America. It symbolizes
peace, loyalty, conservatism,
and trust.

shield

C: 75
M: 0
Y: 100
K: 0

This colour is used in the


typography for logo of China.
Green is considered a lucky
colour in the chinese culture.
It also signifies growth, clean,
and harmony.

shield

C: 0
M: 50
Y: 100
K: 0

This colour is used in the


typography in the logos of
India, United Kingdom, rest of
Europe and Africa. It stands
for energy, enthusiasm, and
balance.

shield

C: 0
M: 20
Y: 100
K: 0

This colour can be used in other communications. It signifies


friendliness and hope.

shield

C: 100
M: 100
Y: 0
K: 20

This colour can be used for


official purposes and other
communications. It symbolizes power, seriousness, and
knowledge.

shield

C: 20
M: 0
Y: 0
K: 100

This colour is to be used in


solid backgrounds where
black is required and in any
print communications (except
for the logos). It symbolizes
power, formality, and sophistication.

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04.2

shield
shield
shield

C: 0
M: 0
Y: 0
K: 100

C: 0
M: 0
Y: 0
K: 0

C: 0
M: 0
Y: 0
K: 90

Black is used in all of the


logos. It symbolizes power,
formality, and sophistication.

04.3
Typography

Bariol - Bold - ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890


-- Bariol (Regular and Bold) is to be used
for titles and headlines. It can be used in
any kind of communication but only for
titles or headlines. It is also the selected
font for the word Shield in the logos.

White is used in all of the


logos. It symbolizes peace,
goodness, clarity, and simplicity.

90% black is used in texts in


documents, annual reports,
and office communications.
Always use 90% black for
any kind of texts.

Bariol - Regular - ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

-- Futura Standard Light, Book, and


Futura 55 Roman should only be used
for texts in any communication. Futura
Medium and Futura light condensed
should be used in text where there is a
need to highlight a word or a sentence.
Min size for futura family - 10pt in texts.
Fututra family is also used to label figures that are there in any communcation.
Min. size- 8pt
-- Arial rounded MT Light and Regular
are substitute fonts for Futura family
fonts, whereas Arial Rounded Mt Bold is
substitute for Bariol.

Futura Standard - Light Condensed - ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890


Futura Standard - Light - ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Futura - Book - ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Futura Standard - Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Futura 55 - Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

Arial Rounded MT - Light ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890


Arial Rounded MT - Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Arial Rounded MT - Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
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04.4
Illustrations

When it comes to illustrating for posters


and other communications, we like to
keep it interesting and eye catching.
It can be any style - modern vintage,
manga, line illustration, cartoon, vector
or painting. The medium can be digital
or watercolour.
Illustrations can express a lot of emotions, they can tell stories the way you
want to tell them and they can take the
audience into another space for a few
moments.

Photography

Photography is a secondary visual


element which we do not emphasize or
rely on. It can be used in annual reports,
presentations for clients, or for social
media. The photographs should always
be candid and never manipulated or
forced. They can be coloured or black
and white.

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Brochures
x

05

The brochure folds shown in this image


are the standard brochures that should
be used for communications with the
audience. Minimum size for the main
square in both the brochure styles (x)
should be 4x4 inches.

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Office
Communications

06

For letters and envelopes please use the


templates provided. The standard size
for letterheads is 8.5x11 inches. The pt
size for the text is 10pt. The logo should
always appear on the top right corner.
The images on this page and the
following pages are examples of the
letterheads and envelopes.

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Business
Cards

07

For the business cards please use the


Illustrator templates provided.
Specifications:
Typeface - Bariol Regular
Type size - 10pt
Paper - Emote plus 350gsm (Kyoorius
Papers)
Colour of Paper - White
The Shield logo should always be on
the left hand side of the card as shown
in the images (the size and position is
specified in the templates).
In each business card the text should be
translated in the respective language
of the region and placed under each
English sentence/title.

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Tone of
Voice

08

Friendly
Straightforward
Personal
Engaging

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Contacts

09

Contact Information:
Kanika Bhatia
bhatia@shield.org
131-151 Great Titchfield Street
London, W1W 5BB, UK
T: +447341498667

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Templates

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