COLOR PALETTE

The following color palette was chosen to evoke emotions in the target audience and also depict colors naturally found in the everglades environment. The warm palette triggers energy and revival in adults, vibrant playfulness in children and fresh youthful happiness in teenagers.

Why these colors?

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VOICE & TONE

VoiceBased on the headline, “When was the last time YOU took a field trip?”, the voice should be slightly humorous and thoughtful, intuitive and playful. Since the target audience is children and families, the copy should appeal to kids and the ‘kid at heart’ in adults. The voice should also sound like a friend is talking to them, someone familiar showing them around Flamingo Gardens. Almost a hand-holding type of voice should be heard when reading the type.

Copy & MusicThe body copy and music alike should make the audience go to an unlimited and magical place of wonder. When you visit Flamingo Gardens, you get a sensory overload of beautiful tropical scenery and animals. The copy and music should only enhance the

emotion of the target audience, helping them to get the sense of “being in another world.”

ToneThe tone should be childlike, talking to the child at heart in the audience, whether young or old. “Wanna see how otters play tag?” “Look at the huge crocodile!” “Follow me to see the bird show!” are just a few examples of the tone that should be used for advertisements and signage around the park itself. Using a consistent tone like this will help shape the brand of Flamingo Gardens and tap into the emotions of the audience.

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FONTS

Flamingo Gardens fonts were chosen to establish the rebranding campaign by providing stability, playfulness, and durability to last well into the future.

Visual Voices

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HeadlineFilmotype LaSalle

Sub headersGill Sans Bold Italic

Body copyGill Sans Regular

Headers / NavigationGill Sans Light

This font was chosen for its playfulness and attention-grabbing design. The tone of this font is “Hey, look over here!”, like a friend waving for you to hurry over and take a look.

Gill Sans is a versatile font and ‘Bold Italic’ brings attention to the paragraph heading without distracting the reader from scanning the body copy.

The logotype uses this classic font, which was chosen to give a strong and lasting impression for this historical company. The font is used throughout the campaign for brand unity.

The curve and weight of this font resembles a flamingo, and also has an air of curious sophistication. It also does not compete with imagery or other fonts used in the campaign.

APPROVED IMAGERY

WildlifeImages of wildlife should be close enough to distinguish what type of animal it is, and most of its body should be shown. Colors of the animal and its background should clearly contrast, not blending together.

TexturesFor advertisements and other print collateral, textured backgrounds are another option besides a more busy photograph. The photo of dirt to the left leaves ample space to the left of the leaves for copy placment. The vector sample has a light colored background of tiled leaves which is also acceptable.

Human ElementWhen images of people are used, opt for waist-up shots where they are smiling in front of a natural outdoor setting with foilage similar to what a visitor

could see at Flamingo Gardens. Use single-person shots moderately and more of groups of friends and/or groups of families having fun together outdoors.

NatureUse shots close enough for the viewer to see the intricacies and details of the beauty of the plants shown. There should also be space for copy in the top third of the photo. In this image of palm leaves, a large heading can be placed in the sky area on the top left corner of the page.

LOGO SPECIFICATIONS

The Flamingo Gardens logo has four approved versions. They should be reproduced according to the following guidelines:

The updated logo

ALTERNATE LOGO VERSIONS

FLAMINGOGARDENS

Regular

FLAMINGOGARDENS

Boxed

FLAMINGOGARDENS

Reversed

FLAMINGOGARDENS

Black & White

Whenever possible, the “regular” version should be used against a white background.

The “boxed” version is provided for use against any other background to ensure that the logo remains readable.

The “reversed version of the logo may be used against black, or PMS 369.

The “black and white” version is to be used in one color print jobs.

Breathing roomTo give the logo the greatest possible visual impact, it is important to always allow for the minimum amount of clear space around the logo. Avoid positioning text, photos, or other elements within the clear space zone.

10mm / 0.4 inch

FLAMINGOGARDENS

clear space area

LOGO SPECIFICATIONSCLEAR SPACING

LOGO SPECIFICATIONSBACKGROUND USAGE

Make sure that images chosen have “whitespace” for the page heading and subhead. In the picture above and throughout this book, notice the ample room in the top left or right corner for heading placement.

HEADING HERE Subheading

text area

IMAGE

When using textured backgrounds like the picture above, make sure that the background does not compete with the copy, preferably with a simple soft pattern.

Here is some advertising text here is some advertising text here is some advertising text here is some advertising text here is some advertising text.

Headline

text area

TEXTURED

LOGO SPECIFICATIONSUSAGE EXAMPLES

FLAMINGOGARDENS

FLAMINGOGARDENS

FLAMINGOGARDENS

INCORRECT

Against dark color background

Distorted

Too small

Choose the correct version for your project from the files provided. Do not change the colors, fonts, or proportions of the logo. Use only approved

color backgrounds with the appropriate version of the logo. Below are some common mistakes to avoid in implementing the logo.

CORRECT

Reversed against dark color background

Against light colored background

Correctly scaledminimum size: 30mm / 1.2”

Consistency is key. Against colored backgrounds, always use the reversed version, unless the background color is very light, such as very

light yellow or blue. Make sure to adhere to the minimum size for optimum readibility.

FLAMINGOGARDENS

FLAMINGOGARDENS

FLAMINGOGARDENS

ONLINE

MEDIUM-SPECIFIC

ONLINE

regular 200px

FLAMINGOGARDENS

regular 100px

FLAMINGOGARDENS

boxed 100px

FLAMINGOGARDENS

boxed 200px

FLAMINGOGARDENS

Versions of the Flamingo Gardens logo have been provided in the .GIF file format for online usage. These versions are available in a large and small size. To avoid readability problems, do not use the logo online at any size other than the two provided. Theh ideal background color for the logo is white, but a “boxed” version has also been provided in two sizes for use against backgrounds other than white.

PRINT

PRINT

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FLAMINGOGARDENS

FLAMINGOGARDENS

MEDIUM-SPECIFICSIGNAGE

FLAMINGOGARDENS

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