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Detroit ZooBrand Identity Guidelines

Contents

Detroit Zoo Brand Identity Guidelines

1.0 Introduction

2.0 Brandmark Usage

3.0 Support Elements

4.0 Applications

1.1 About This Guide

1.2 Mission and Vision

1.3 Positioning Statement

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

3.1 Color Palette

3.2 Typography

4.1 Letterhead

4.2 Business Card

4.3 Envelope

4.4 Flags & Blades

4.5 Uniforms

4.6 Signage

4.7 Merchandise

Detroit Zoo Brand Identity Guidelines Introduction | 1.0

Detroit Zoo Brand Identity GuidelinesIntroduction 1.1

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.

Detroit Zoo Brand Identity GuidelinesIntroduction 1.2

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.

Detroit Zoo Brand Identity GuidelinesIntroduction 1.3

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.

Detroit Zoo Brand Identity Guidelines Brandmark Usage | 2.0

Detroit Zoo Brand Identity GuidelinesBrandmark Usage 2.1

Our Brandmark

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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

Brandmark

Logotype

Symbol

rectangular shape that is unifying and inviolable. The following pages will explain how to best maintain the integrity of this newly introduced brandmark.

Detroit Zoo Brand Identity GuidelinesBrandmark Usage 2.2

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.

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Detroit Zoo Brand Identity GuidelinesBrandmark Usage 2.3

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.

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1” (absolute minimum size)

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1.5” (recommended minimum size)

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1.5” (recommended minimum size)

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1” (absolute minimum size)

Color Black & White Knockout

1.5” (recommended minimum size)

1” (absolute minimum size)

Detroit Zoo Brand Identity GuidelinesBrandmark Usage 2.4

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 full-color 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.

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The preferred brandmark is full-color.

Note: Pantone, CMYK and RGB values for the full-color brandmark are available on page 3.1.

Detroit Zoo Brand Identity GuidelinesBrandmark Usage 2.5

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.

One-Color Black BrandmarkOne-Color Grey Brandmark

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Note: Pantone, CMYK and RGB values for the one-color brandmarks are available on page 3.1.

Detroit Zoo Brand Identity GuidelinesBrandmark Usage 2.6

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

Detroit Zoo Brand Identity GuidelinesBrandmark Usage 2.7

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.

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Do not distort the shape of the brandmark.

Do not substitute type in the brandmark. Do not tilt or rotate 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.

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Do not place the brandmark within another shape.

Do not add filter effects or drop shadows to the brandmark.

Detroit Zoo Brand Identity Guidelines Support Elements | 3.0

Detroit Zoo Brand Identity GuidelinesSupport Elements 3.1

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.

PMS Black 7CCMYK 0, 0, 0, 80RGB 58, 60, 59HEX 3A3C3B

PMS BlackCMYK 0, 0, 0, 100RGB 15, 15, 15HEX 0F0F0F

PMS 116CCMYK 2, 15, 100, 0RGB 240, 199, 38HEX F0C726

PMS 144CCMYK 0, 50, 100, 0RGB 222, 120, 40HEX DE7828

PMS 349CCMYK 90, 30, 95, 30RGB 15, 75, 40HEX 0F4B28

PMS 307CCMYK 87, 9, 0, 36RGB 0, 89, 124HEX 00597C

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.

Detroit Zoo Brand Identity GuidelinesSupport Elements 3.2

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

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!;:/?,.@*%&()

Century Gothic Bold

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!;:/?,.@*%&()

Century Gothic Italic

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!;:/?,.@*%&()

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!;:/?,.@*%&()

Century Gothic Bold Italic

Arial

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!;:/?,.@*%&()

Arial Bold

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!;:/?,.@*%&()

Arial Italicabcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!;:/?,.@*%&()

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!;:/?,.@*%&()

Arial Bold Italic

Detroit Zoo Brand Identity Guidelines Applications | 4.0

Detroit Zoo Brand Identity GuidelinesApplications 4.1

Letterhead

Division Name8450 West 10 Mile Rd. Royal Oak, MI 48067

Phone 248.123.4567 Fax 248.123.4567

Email xxxx@detroitzoo.org

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January 1, 2009

John SmithAddress 1Address 2City, State, ZIP Code

Dear Mr. Smith,

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Quisque sollicitudin ultricies nisi. Sus-pendisse 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. Sus-pendisse 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 malesua-da 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, sol-licitudin 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. Pha-sellus 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.

Sincerely,

Jane Taylor

3”

1”

1”

1”

.625”

2.5”

.625”

8.5” x 11” Shown at 40% of actual size

Format

Typeface: Century Gothic Size: 9/10.8 pt

Return Address

Typeface: Century Gothic Size: 10/12 pt

Body Copy

Guidelines on left with orange measurements pertain to page placement of the brandmark. Be sure to remain cautious of clearspace requirements.

Brandmark

Detroit Zoo Brand Identity GuidelinesApplications 4.2

Business Card

3.5” x 2” Shown at 100% of actual size

Format

Typeface: Century Gothic Size: 8/10 pt

Back

Typeface: Century Gothic Size: 7.5/10 pt

Front: Contact Information

Guidelines with orange measurements pertain to placement of the brandmark. Be sure to remain cautious of clearspace requirements.

Front: Brandmark

Back

Front

Typeface: Century Gothic Bold Size: 10/12 pt Base aligned with point of brandmark

Front: Title

Typeface: Century Gothic Size: 8/10 pt

Front: Subtitle

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Jane TaylorGift Shop Manager

8420 West 10 Mile Rd.Royal Oak, MI 48067248.123.4567

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Jane TaylorGift Shop Manager

8420 West 10 Mile Rd.Royal Oak, MI 48067248.123.4567

www.detroitzoo.org

www.detroitzoo.org

.95”

1.25”

.4”

.45”

.385”

2”

.84”

Detroit Zoo Brand Identity GuidelinesApplications 4.3

Envelope

No. 10 Shown at 70% of actual size

Format

Typeface: Century Gothic Size: 10/12 pt

Sender Address

Typeface: Century Gothic Bold Size: 10/12 pt

Return Address: Title

Guidelines with orange measurements pertain to placement of the brandmark. Be sure to remain cautious of clearspace requirements.

Brandmark

Typeface: Century Gothic Size: 8/10 pt

Return Address: Subtitle

Typeface: Century Gothic Size: 7.5/10 pt

Return Address

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Jane TaylorGift Shop Manager8420 West 10 Mile Rd.Royal Oak, MI 48067

John SmithAddress 1Address 2City, State, ZIP Code

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2”

.25”

.25”

1.75”

.75”

Detroit Zoo Brand Identity GuidelinesApplications 4.4

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.

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Detroit Zoo Brand Identity GuidelinesApplications 4.5

Uniforms

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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.

Detroit Zoo Brand Identity GuidelinesApplications 4.6

Signage

ZOO HoursDaily10:00 am - 4:30 pmLast ticket is sold at 4 pm

TicketsAdults $6.00

Seniors $1.25Over age 65

Children $1.00Ages 3-12 yearsUnder age 3 Free

PLEASEDo not feed the animals.That’s our job.

Thank you.

PLEASEBe safe.Do not stand, sit, or climb on fences.

Thank you.

ZOO HoursDaily10:00 am - 4:30 pmLast ticket is sold at 4 pm

TicketsAdults $6.00

Seniors $1.25Over age 65

Children $1.00Ages 3-12 yearsUnder age 3 Free

PLEASEDo not feed the animals.That’s our job.

Thank you.

PLEASEBe safe.Do not stand, sit, or climb on fences.

Thank you.

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.

ZOO HoursDaily10:00 am - 4:30 pmLast ticket is sold at 4 pm

TicketsAdults $6.00

Seniors $1.25Over age 65

Children $1.00Ages 3-12 yearsUnder age 3 Free

PLEASEDo not feed the animals.That’s our job.

Thank you.

PLEASEBe safe.Do not stand, sit, or climb on fences.

Thank you.

Detroit Zoo Brand Identity GuidelinesApplications 4.7

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.

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rhino-riffic

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kangacrossing

rhino-riffic

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kangacrossing

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8450 West 10 Mile Rd. Royal Oak, MI 48067 248.541.5717 www.detroitzoo.org