02 Basic Brand Elements
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- Hortense Mason
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1 02 Basic Brand Elements Our identity is not just a logo. It is a design scheme composed of a number of core elements that come together to create a distinctive look and feel that makes the Scottish Wildlife Trust instantly recognisable. The following pages guide you through the core elements. They will assist you in creating compelling communications. Our identity is based on the Scottish Wildlife Trust logo, brand colours, brand typeface and imagery, all of which combine to create our identity. By accurately and consistently applying them in combination they form the foundation for creating a strong image of who we are and what we do. The logo provides a guarantee of quality for what we do, of the campaigns we run and how we operate, because of this it should always be used with care. 2.1 Our Logo 2.2 Using Our Logo 2.3 Logo SWT Logo unit 2.4 Logo Publications & Retail 2.5 Type Brand Typeface 2.6 Colour Brand Colours 2.7 Imagery Our Brand Images 2.8 Imagery Pictograms 06 Scottish Wildlife Trust
2 02.1 Our Logo Our logo is the most visible element of our identity. The logo has been created to represent the rich diversity of Scotland s wildlife, it is an amalgam of some of our finest fauna and creatures, bringing them together under our banner. The new logo tells the story of Scotland s wildlife, its vitality and importance. Each pictogram has been selected to tell a story of what we do. For example: Scottish primrose (Primula scotia) a coast-loving, a tiny flower with magenta petals, growing only in the far north of Scotland, on the coast of Sutherland and Caithness and on the nearby islands of Orkney. The beaver The Scottish Wildlife Trust and the Royal Zoological Society of Scotland have reintroduced four beaver families into the Scottish landscape at Knapdale, Argyllshire on the west coast of Scotland. The red squirrel We are working at saving Scotland s only native squirrel species. Scotland is home to 75% of the UK s red squirrels. The logo has been custom drawn. It may appear in black or white or in one of the brand colours shown here. Our logo is a universal signature that must appear across all our brand communications. It should be thought of as a mark of quality. Our logo colours We have specifically chosen the logo colours and would ask that you do not change these. The colours shown here are PMS2925 and PMS2945. Our logo typeface The font used to create the logotype is called Lexia. We will not be issuing this font for use as all logotypes have been created and can be provided upon request. 07 Scottish Wildlife Trust
3 02.1 Our Logo Because the logo is such a recognisable and highly visible brand asset, it is vital that it is always applied consistently wherever it appears.this will ensure the quality of the mark is protected. Logo artwork The logo is always supplied as a complete piece of artwork, please do not distort or change the relationship between the logotype and the mark as this should always remain consistent. Any changes will only undermine our brand and provide inconsistencies. Give our logo room to breathe A minimum area of clear space, equal to the height of the Scottish Wildlife Trust logotype, placed around the logo will strengthen its impact. Try to allow more than this wherever possible as this will aid legibility. SWT pictogram mark SWT logotype 08 Scottish Wildlife Trust
4 02.2 Using Our Logo Always try to ensure people can read our logo Ideally we will never need to reproduce our logo at a size smaller than 30mm. However, if you do need to reproduce the logo at a size smaller than this, please use the version of our identity specifically created for this purpose. Also for the best legibility, please ensure that the identity adequately contrasts with any background it is placed upon. SWT_Logo_Stacked_2925_2945 Our primary brand mark, for use on all full colour communications SWT_Logo_Stacked_Greyscale For use in press only SWT_Logo_Stacked_100K SWT_Logo_Stacked_Reverse SWT_Logo_Stacked_2925_2945 SWT_Logo_Stacked_4C SWT_Logo_Stacked_Greyscale SWT_Logo_Stacked_100K SWT_Logo_Stacked_Reverse 09 Scottish Wildlife Trust
5 02.2 Using Our Logo SWT_Logo_Stacked_Reverse The reverse version of our logo is ideal for using when a single colour is the only colour available for use. The examples below give you an accurate example of what the executions would look like. Boxing the logo The letter S from the Scottish is used as the standard unit of measurement to determine the size of the box around the logo. 10 Scottish Wildlife Trust
6 02.2 Using Our Logo Always try to ensure people can read our logo On book spines and some retail applications, clear reproduction of the standard logo may be difficult to achieve. In these instances we have created the logo iterations shown below to ensure that the Scottish Wildlife Trust logo is reproduced effectively. You must always seek permission before using any of these iterations. SWT_Logo_Horizontal_2925_2945 or 4C Our primary brand mark, for use on all full colour communications SWT_Logo_Horizontal_Greyscale For use in press only SWT_Logo_Horizontal_100K SWT_Logo_Horizontal_Reverse SWT_Logo_Horizontal_2925_2945 SWT_Logo_Horizontal_Greyscale SWT_Logo_Horizontal_4C SWT_Logo_Horizontal_100K SWT_Logo_Horizontal_Reverse 11 Scottish Wildlife Trust
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