The words you are searching are inside this book. To get more targeted content, please make full-text search by clicking here.
Discover the best professional documents and content resources in AnyFlip Document Base.
Search
Published by jiashunsoh, 2022-04-21 11:39:55

SCAS Brand Style Guide

SCAS company style guide

Animal Society

BRAND STYLE GUIDE


A D O PT, D O N ’ T B U Y
NEUTER, DON’T MULTIPLY


CONTENT Secondary Elements 21

Background Overview 6 Secondary Elements 23 - 26
7 27
Introduction 28
Background Information 9 Applications 29
10 - 11
The Logo Corporate Identity Design 30 - 32
12 Corporate Profile 33 - 42
Corporate Logo 13 - 14 Thank You Card 43 - 46
Logo Construction Corporate Attire 47 - 57
Scale Display 15 Product Design
Colour Variations Product Packaging
Unacceptable Usage 17 Online Product Catalogue
Brand Promotional Items
Colour System
19
Corporate Colours

Typography

Corporate Typography


BACKGROUND
OVERVIEW


INTRODUCTION

How To Use This Guide

This guide is a foundation of Second Chance Animal Society brand
identity system. It is intended to provide you with the basic tools and
rules for the proper use of the visual identity. The main aim is to deliver
a consistent brand experience everyday.

This document is designed to accommodate all our offerings and
audiences, meeting our needs for creativity and flexibility while
providing the structure and direction necessary to be recognized as a
single cohesive brand.

Animal Society

6


BACKG ROUND INFORMATI ON

Company Overview Missions

Second Chance Animal Society (SCAS), formerly known as Paws The missions of the organization are to rehome the rescued dogs
Mission, is a registered non-government, no-kill animal shelter through adoptions and to educate the concepts of “Adopt, Don’t
based in Hulu Langat, Selangor. The animal society began in 2009 Buy” and “Neuter, Don’t Multiply”.
from the rescue of 12 motherless fur babies at the wet market in
Jalan Klang Lama, Kuala Lumpur. The volunteers of the organization Visions
work hard to rehome the stray animals, especially dogs and puppies,
and to reduce the population of strays by introducing two concepts In a long run, the organization strives to reduce the population of
- “Adopt, Don’t Buy” and “Neuter, Don’t Multiply”. stray animal and to improve the animal welfare in Malaysia.

7


THE LOGO

8


COR P ORATE LOGO

hands Logo Rationale

Animal Society dog
The logo is designed by combining two elements - dog and hands. The
Elements of Logo dog element is used to represent the identity of the organization as
an animal shelter since it provides sheltering mainly for the rescued
dogs. The hands are placed in a gesture as a person is fondling the dog
to symbolise care and comfort. Hence, the use of the elements tell the
audience about the brand personality of SCAS who provides warmth to
the dogs.

Gestalt theory of closure is applied whereby the eyes tend to close the
gap between the ears and see the head and logo as a whole. This is done
to maintain the minimalist arrangement of the logo and emphasize the
brand’s identity.

dog hands

rescued animals in care and comfort
the shelter

9


LOGO CONSTRUCTION

Logomark Logotype

The logomark of SCAS is a combination of the simplified visual The logotype of SCAS is formed by combining a sans serif font and
elements of a dog and hands to show the action of a person fondling a script font to create a modern and fresh vibe to keep up with the
a dog. The colour palette used is based on the corporate colour of minimalist trend. As the primary and secondary target audience are
the organization. Single colour is used to maintain the simplicity of made up of young adults and middle-aged people, the pairing of a
the logo and brown is chosen as it symbolises nurturing, sheltering, sans serif and a cursive font is intended to create a balance look for
dependability and security. both groups of people.

Animal Society
10


LOGO CONSTRUCTION Clear Space

Animal Society Clear space serves as the margin for the placement of the logo. It is the
space surrounding the logo that is kept free of all extraneous elements
such as any graphic elements, typography or photographic elements.

As illustrated in the figure on the left, these elements should not cross
in relation to the logo or invade the x-zone. To ensure that the logo
has consistent, optimal legibility and prominence as well as can be
recognized easily, the space should be preserved at all sizes and be
scaled proportionatelly with the logo.

11


SCALE DIS PLAY

Logo Minimum and Maximum Size

The minimum scale of the logo is 50% from the actual size, which is 100%. It must not be scaled
below 50% or smaller than 1.5cm to maintain the legibility and readability of the logotype.
Meanwhile, scale that is larger than the actual size which is 100% is permitted.

Animal Society Animal Society Animal Society

100% 75% 50%

12


COLOUR VARIATI ONS

Logo Colour Variations

The logo can only be used in these colours depending on the colour
mode. It is allowed to appear in black & white for the purpose of reducing
printing cost other than full colour printing.

Full Colour Full Colour Reversed Black and White Black and White Reversed

Animal Society Animal Society Animal Society Animal Society

13


COLOUR VARIATI ONS Animal Society Animal Society

Background Variations

The logo is allowed to be used on backgrounds with these colours to
maintain the consistency of the brand.

The logo may not appear on any other background colour than those
shown on this page.

Animal Society Animal Society

14


U NACCE PTABLE USAGE

For Logo Animal Society Animal Society

There are a few rules that are necessary for maintaining the integrity of Do not stretch / squash the logo Do not rotate the logo
the brand. It is extremely important to display the logo correctly for the
brand’s success. Animal Society yteicoS laminA

These are the examples of incorrect usage of the logo. Strictly follow Do not add shadow to the logo
the logo file given and do not attempt to change, rotate or distort the
logo in any way as it may create uncomfortable visual effect to viewers.

Animal Society Do not change the
typeface of the logo
Do not rearrange the logo
unless approved

15


COLOUR SYSTEM

16


COR P ORATE COLOURS PEARL BUSH
#efebe3
The corporate colours of SCAS are mainly consisted of brown with R 239 G 235 B 227
its tints and shades. This monochromatic colour palette is used to C 5% M 5% Y 9% K 0%
bring out the feeling of warm, nurturing, protection and sheltering.
Brown symbolises strength and reliability so it is often associated TUMBLEWEED
with resilience, dependability, security, and safety. Hence, this #dbb486
colour palette is suitable for its effectiveness in creating harmonized R 219 G 180 B 134
designs that are comfortable to the eyes while promoting a friendly C 14% M 29% Y 51% K 0%
and trustworthy brand image for SCAS.
TEAK
#ba9770
R 186 G 151 B 112
C 27% M 39% Y 61% K 2%

MUESLI
#ad835c
R 173 G 131 B 92
C 30% M 47% Y 69% K 7%

MAKARA
#857768
R 133 G 119 B 104
C 46% M 46% Y 57% K 14%

17


TYPOGRAPHY

18


COR P ORATE TY POGRAPHY BRONTOBURGER

Logotype ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
The logotype consists of two typefaces which are Brontoburger and 1234567890
Holiday Free. Brontoburger is a sans serif front with thick lines to
gives a friendly and trustworthy image while the script font, Holiday Holiday Free
Free, is combined for its artful cursive lines that create a modern
and elegant vibe. ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Corporate Typography 1234567890

Brontoburger and Holiday Free are selected as the typefaces for Calibri
headers and titles as the sans serif font not only creates emphasis but
also ensures the reability of long headers, while the script’s elegant ABCDEFGHIJKLMNOPQRSTUVWXYZ
strokes tend to evoke the casual vibe of the brand personality and abcdefghijklmnopqrstuvwxyz
attract viewers’ attention at a glance for short headers. 1234567890

Calibri is selected as the bodycopy typeface for its high legibility and 19
readability that ensure a comfortable reading experience for the
viewers.


SECONDARY
ELEMENTS

20


SECONDARY ELEMENTS

Illustrations of Dogs

Secondary elements are created to support the brand logo. These
elements are used in the design items to help enhance the brand
personality of SCAS.

Since SCAS is an animal shelther that focuses on rehoming rescued
dogs and puppies, illustrations of dogs applied will help in enhancing
the branding of SCAS. Line illustrations and silhoutte illustrations are
used to create a simple look for the brand based on the minimalist
concept.

21


APPLI CATI ON

22


COR P ORATE IDENTITY

Business Card

This is the business card of SCAS designed in horizontal orientation
with the dimension of 5.4cm (width) x 9.0cm (height), which
included the volunteer’s name, phone number, as well as social
media accounts and the website URL of the organization.

Each business card is put inside a card holder with a cut out of
a “home” shape on the front and the SCAS’s logo on the back to
show the idea that when people contact SCAS, they are rehoming
a rescued dog. This also shows SCAS’s identity as an animal shelter
that provides a temporary home for the dogs while looking for a
forever home for them.

23


COR P ORATE IDENTITY

Letterhead

This figure shows the letterhead design of SCAS in A4 size with the
dimension of 21cm (width) x 29.7cm (height).

Basic information of the company such as the company’s address,
phone number, social media accounts and website URL are included
in the letterhead.

24


COR P ORATE IDENTITY

Envelope

This figure shows the envelope design of SCAS in 9 inches (width) x
4 inches (height).

Contact information such as social media accounts are included on
the back of the envelope with the logo.

25


COR P ORATE IDENTITY

Folder

The folder of SCAS is designed in the dimension of 22.0cm (width) x
31.0cm (height) to store A4 documents such as the letterhead.

26


COR P ORATE PROFILE

Brochure

The brochure was designed in the dimension of 29.7cm (width) x
21.0cm (height) to convey the background information of SCAS along
with the information related to adoption and neutering.

The brochure acts as a guide as it will be printed and distributed to
the people who visit the shelter.

27


THANK YOU CARD

Thank You card

The thank you card was designed in A6 size, 10cm (height) x 15cm
(width) to show gratitude towards the help received from the
donators, contributors and buyers of fundraising merchandise.

Wax Seal Sticker and Envelope

The A6 thank you card was designed to be put inside an envelope
and sealed with a wax seal sticker to create a sense of elegance.

A sticker is used rather than using the authentic wax seal stamp
method to save up time and costs for the volunteers since the
workload at the shelter are very packed.

28


COR P ORATE ATTIRE

Volunteer's T- shirt

This t-shirt was designed in khaki for the volunteers based on the
corporate colours of SCAS to create a consistent design. It is made
of 100% cotton to provide a comfort wear for the volunteers and is
made in khaki instead of any other bright colours so that it is easy to
remove stains from, and stays clean much longer while working. This
unisex t-shirt is available in S, M, L and XL size.

29


PRODUCT DESIGN

Fundraising T- shirt

The t-shirts for fundraising sales were designed in 3 colours which include white, light khaki
and dark khaki based on the corporate colours of SCAS to create a series of consistent design.
It is made of 100% cotton to provide a comfort wear for the buyers while looking minimalist.
This unisex t-shirt is available in S, M, L and XL size.

30


PRODUCT DESIGN

Cushion

The cushion was re-designed with a more minimalist look, in the
dimension of 45cm x 45cm, to fit with the minimalist concept of
the brand image while emphasizing the preferences of the target
audience.

31


PRODUCT DESIGN

Mask and Mask Strap Kit

This merch kit consists of a mask and a mask strap to protect the
kind buyers who would like to contribute to the shelter from illness
during this pandemic.

32


PRODUCT PACKAGING

Wrapping paper and Cardboard Box

The mock up in the figure shows the packaging design for t-shirts
as well as mask and mask strap kits by using eco-friendly wrapping
paper, rope and cardboard mailing box.

33


PRODUCT PACKAGING

Labelling Sticker

The sticker was designed in the dimension of 5.4cm (width) x 9.0cm
(height) to show the brand identity and to provide brief information
about the product purchased such as the colour, size and material of
the t-shirt on the product packaging.

34


PRODUCT PACKAGING

Labelling Sticker on Cardboard Box

The sticker is pasted on the cardboard box to show brand identity
and to provide brief information about the product purchased such
as the colours, size and material of the t-shirt.

35


PRODUCT PACKAGING

Handmade Lace Pet Collars

The handmade lace pet collars are packed with a minimalist product
tag made of eco-friendly paper to not confuse the eyes and let
audience focuses on the aesthetic of the product itself.

36


PRODUCT PACKAGING

Pet Wash

The figure on the right shows the packaging boxes of the pet wash
products for dogs offered by SCAS for different functions which
include sensitive shampoo, oatmeal shampoo and conditioning
shampoo.

The product packaging was done with illustrations of different dog
breeds to highlight the product variations and to create a series of
interesting packaging designs.

37


PRODUCT PACKAGING

Pet Wash

These are the packaging design of the shampoo bottles inside of the
packaging box made in different colours in relation to the outbox
colours.

38


PRODUCT PACKAGING

Dog Food

SCAS sells dog food such as chicken jerky, rosemary pork jerky and
pumpkin pork roll as their products to raise funds for the shelter. All
these food are made from natural ingredients and are good for the
dogs’ health as they are free from monosodium glutamate (MSG),
preservative as well as additional salt and sugar.

The packaging designs are also done in different monochromatic
colours to help buyers differentiate the types of products from each
other.

39


PRODUCT PACKAGING

Dog Food

The nutritional label and instructions are included on the back design
of each dog food packaging.

40


PRODUCT PACKAGING

Dog Toy

This is the product tag of the dog squeaky ball which included the
product specifications such as the product description, material, size
and origin of manufacturer.

41


PRODUCT PACKAGING

Dog Toys

This is the product tag of the loofah chew toy which included the
product specifications such as the product description, material, size
and origin of manufacturer.

42


ONLINE P RODUCT CATALOGUE

Mobile Application

This is the newly proposed mobile app for SCAS to show their
fundraising products in the form of an online catalog through mobile
app interface as well as to allow multiple usages such as offering
adoption and dog sponsorship programme.

This figure shows the interface with the corporate logo when users
click on the app and the sign-in page of the mobile app after the logo
disappears.

43


ONLINE P RODUCT CATALOGUE

Mobile Application

This figure shows the mobile app interface of the homepage,
dropdown menu, profile page and order list page.

The dropdown menu will appear when users click on the paw icon
on the top left which enables them to quickly select the service that
they are looking for.

The “My Profile” page allows the user to put their profile picture
while the pictures of their adopted dogs will also be shown here as a
record. When they click on the “Order List”, they will be directed to
the order list page which includes the order history they had made
for the fundraising products.

44


ONLINE P RODUCT CATALOGUE

Mobile Application

The following figures show the mobile app interface that allows users to make an adoption easily through appointment
via the app. They can also sponsor a dog by selecting their preferred sponsorship package.

45


ONLINE P RODUCT CATALOGUE

Mobile Application

This figure shows the mobile app interface of the shop which allows
users to make charity purchases easily while supporting the shelter.
Their purchased products will be sent by postage after the payment
is completed.

46


BRAND PROMOTIONAL ITEMS

Website

A website was created for SCAS to share information of their organization
with the target audience since it is easy and convenient to be reviewed.
Besides that, the target audience could also use the features available on
the website to make adoption, donation, charity purchases, volunteering
and more.

This is the homepage of the website in desktop view.

47


BRAND PROMOTIONAL ITEMS

Website

This is the adoption page available on SCAS’s official website in desktop
view. The dogs are classified according to breeds and included with
images for the interested adoptors to make their choice easily.

48


BRAND PROMOTIONAL ITEMS

Website

Services offered by SCAS are made available in different webpages to provide an easy and clear interface for the users
to select their desire services. The following figures include the webpages of “contribute”, “donate” and “sponsor”.

49


BRAND PROMOTIONAL ITEMS

Website

This is the volunteer page available on SCAS’s official website which
provides information about the volunteering activities at the shelter.
This is important to form engagement with the target audience.

50


Click to View FlipBook Version
Previous Book
Basic Guide To Sociology Careers
Next Book
แฟ้มสะสมผลงาน QE