Brand_guide

Brand Style Guide

S SAVING THE RAINF
KID
OREST

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Content 5
7
Introduction 11
Logo 16
Color System 22
Type System 26
Collateral System 30
Grid System
Image System

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Introduction

The Mission of Kids Saving the Rainforest (KSTR) is
to protect the diverse wildlife of Costa Rica’s Pacific
Coast by rehabilitating wildlife, conducting original
scientific research, training volunteers, and promoting
conservation.

KKSRT was founded by two 9 year old girls in 1999 for
the purpose of educating people around the world
about the ecological importance of the rainforest, to
set-up programs to preserve and protect the rainforest
and its wildlife.

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Logo

Having a good logo is extremely important to your
business and to the branding of your company’s name.
That’s why our logo is so cute. We want people to feel
love and to help them understand that wild life can be
peaceful and friendly. We’ve chosen happy Sloth’s face
that we believe people will love seeing.

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Logo

S SAVING THE RAINFOREST S SAVING THE RAINFOREST
KID
KIDB&W Logo Full Color Logo
KID
Clear Space & Padding Minimum Size

x xx

S SAVING THE RAINF
OREST

3/4” (19 mm)

xx

The KSRT logo must be always surrounded with a min- The minimum recommended size of logo in print is
imum area of clear space. It must be free of any type of 3/4’’ or 19mm.
graphic elements within square area with X padding
on each side (where X represents width of outer logo
circle).

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Incorrect Logo usage

FOREST
KI EST
ORESTDS SAVING THE RAIN

Don’t alter the proportions of the LOGO Don’t alter the typeface of the LOGO

S SAVING THE RAINF S SAVING THE RAINFOR
KID
KID

Don’t alter the colors of the LOGO Don’t alter the typeface of the LOGO
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Color System

Colors play an important role in reflection of brand
identity. This visually obvious yet subtle application has
a significant impact on the way a brand is perceived
by the public. According to the way our natural senses
function color is the most influential part that will make
a product or service immediately stand out. This is why
we took color selection very seriously for our brand.

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Primary colors

PANTONE P179-16 C PANTONE 877 C PANTONE P 1-1 C
C0 M0 Y0 K100 C49 M39 Y39 K3 C0 M0 Y0 K0
R0 G0 B0 R137 G140 B142 R255 G254 B249
#000000 #898c8e #fffef9

Primary colors are 3 monochromic colors of primary logo which set sound foundation for secondary color scheme
and allow easy incorporation of primary scheme into any context.

Monochromatic gray

C75 M68 Y67 K90 C13 M10 Y11 K0 C3 M2 Y2 K0 C24 M19 Y20 K0 C48 M38 Y39 K3
R0 G0 B0 R219 G218 B218 R244 G244 B244 R194 G193 B192 R138 G141 B142
#000000 #dbdada #f4f4f4 #c2c1c0 #8a8d8e

When needed, we can also use extended monochromatic shades of gray color scheme to achieve beter
fitness based on different types of background.

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Secondary colors

PANTONE 7752 C PANTONE 625 C PANTONE 553 C
C21 M27 Y100 K0 C72 M34 Y57 K12 C78 M48 Y76 K49
R208 G175 B33 R77 G127 B113 R41 G70 B52
#d0af21 #4d7f71 #294634

Unlike conservative primary scheme, secondary pallete is based on analogue yellow-blue-green ensamble
and represents the most authentic colors one can find among rainforest’s flora and fauna. We encourage you
to experiment and combine primary and secondary colors to enhance the effectiveness of your design.

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ABCDEFG
JKLM
NP

QRS
VWX

Type system

Typography is essential tool to explore the interaction
between the look of type and what type actually says. In
communicating a message, a balance has to be achieved
between the visual and the verbal aspects of a design.
That is why we have chosen two font styles that perfect-
ly compliment each other - Myriad Pro as primary and
Candara as secondary font. This combination allows us
to create pleasent but at the same time very clear com-
munication process.

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Type System

Primary font

Our primary font is Myriad Pro. Released in 1992, the Myriad® typeface family

has become a popular choice for both text and display composition. Since it
was made available in a Pro character set in the OpenType® format, Myriad’s
considerable reach was increased though the addition of Greek and Cyrillic
glyphs, as well as old style figures. The Myriad family includes condensed, normal
and extended widths in a full range of weights. Well-drawn letter proportions,
clean, open shapes and extensive kerning pairs ensure that the design retains a
comfortable level of readability across all of its variants.

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Type System

Primary Header

Myriad Pro Bold
Font Size 36 pt

Primary Sub Header

Myriad Pro Bold
Font Size 18 pt

Primary Body Copy
Myriad Pro Regular
Font Size 12 pt

Myriad Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

Myriad Pro Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

Myriad Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

Myriad Pro Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

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Type System

Secondary font

Our secondary font is Candara. It’s verticals show both entasis and ekstasis

on opposite sides of stems, high-branching arcades in the lowercase, large
apertures in all open forms, and unique ogee curves on diagonals. Its italic
includes many calligraphic and serif font influences, which are common in
modern sans-serif typefaces.

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Type System

Secondary Header

Candara Bold
Font Size 36 pt

Secondary Sub Header

Candara Bold
Font Size 18 pt

Secondary Body Copy
Candara Regular
Font Size 12 pt

Candara Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Candara Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Candara Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Candara Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

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Collateral System

The collateral of your brand is often the first impression
of your product or service and first impressions really
count. And You only get once chance at a first impres-
sion. That is why it is so crucial to produce collateral and
design materials that are modern, fresh, and stand out
from the competition but at the same time that accu-
rately follow brand guidelines for colors, typeface as well
as logo and graphical elements.

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Collateral System KID S SAVING THE RAINF
KID
S SAVING THE RAINF OREST Sofia Bernal
KID
Business card OREST [email protected]
Size 3.5”x2” 8376-8202

S SAVING THE RAINF OREST

Envelope KSTR, Costa Rica
Size 9.5”x4.25” P.O. Box 297-6350
22 Quepos, Costa Rica
60601

Collateral System

Re

KID S SAVING THE RAINF

OREST

Dear Sir or Madam,

Lorem ipsum dolor sit amet, consectetuer adipiscing
elit, sed diam nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat volutpat.

Ut wisi enim ad minim veniam, quis nostrud exerci
tation ullamcorper suscipit lobortis nisl ut aliquip ex
ea commodo consequat.

Duis autem vel eum iriure dolor in qui blandit
praesent luptatum zzril delenit augue duis dolore te
feugait nulla facilisi.

Regards,
KIDS SAVING THE RAINFOREST

Letterhead
Size 8.5”x11”

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Image system

We are using only high quality images that show
amazing beaty of the rainforest nature and it’s unique
habitants. Our goal is to show how delicate and fragile
this ecosystem might become without human’s support
and care.

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Image system Image System

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Art work

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Grid system

The grid system, a set of detailed structures in which the
contents (images, text, logo, graphics) sit next to each
other. It is always important to communicate our design
language consistently in all of our publications such as
brochures, posters, postcards and web applications. We
provided an example of the grid system for a welcome
brochure.

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Brochure Grid System

Grid without content
Size 15’’x7.5’’

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Brochure Grid System

Final content
Actual size 15’’x7.5’’

KID S SAVING THE RAINF

OREST

kidssavingtherainforest.com

About KSTR About the Tour

Initialy started by two 9-year TripAdvisor Reviews Meet our Sanctuary animals Tour Details
old girls who saw their beloved and learn about these amazing
rainforest disappearing and “A magical and educational family experi- creatures - Sloths Spider
were inspired to save it, ence...” Monkeys, White-face Capuchin
KSTR is a wildlife rescue and “Dedicated group makes a difference” Monkeys, Squirel (titi) Monkeys,
rehabilitation facility located “6 stars!” plus Marmosets, Tarmarins,
near the beautiful rainforest “An ACTUAL rehab and rescue facility” Kinkajaus, Parrots and Parakeets.
of Manuel Antonio. KSTR “Worthy and local cause”
is dedicated to the rescue, “A good cause sharing good experience” M, W, Th, F, Sat, Sun 9 - 11:30 am
conservation and rehabilitation or 1:30 - 4 pm
of the animals of the rainforest. Call (4070-0340) or Email for
KSTR provides tours and reservations ([email protected])
volunteer opportunities to $60 adults/$45 children under 12,
support the maintenance and free under 3
care of the rescued wildlife in
the area.

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