hawai'i wildlife fund branding proposal

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TA BLE OF CONTENTS

GE T T NG T O K NOW H AWA I ‘ I W I L DL I F E F U N D

About HWF

Meet Hannah: A Persona

DE V E LOPI NG T H E I DE N T I T Y

The Mark

Type & Color

The Dos & Don’ts

TA K I NG T H E BR A N D F U RT H E R

Stationery System

T-Shirts

Other Applications

About the Bubbles

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GET T ING TO K NOW

HISTORY

MISSION

Hawai‘i Wildlife Fund was founded in 1996 by two award-winning marine biologists, Hannah Bernard and Bill Gilmartin. Hannah and Bill created HWF while assisting the efforts of the National Marine Fisheries Service in the recovery of the critically endangered Hawaiian Monk Seal. Since then, HWF has focused on preserving the wildlife in Hawai‘i.

“Hawai‘i Wildlife Fund is a non-profit organization dedicated to the protection of Hawaii’s native wild-life through research, education and conservation. HWF’s team are educators, conservationists, researchers, naturalists, communities, volunteers and donors devoted to the protection of Hawaii’s fragile marine ecosystem and inhabitants. We bring a variety of experiences together to serve a common goal.”

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A BOU THWF

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is in her sophomore year of high school and enjoys hanging out with her friends like the average teenage girl. She spends a lot of time outside, especially at the beach. She likes to stay active by surfing, swimming, and playing other sports recreationally. One of her favorite activities is scuba diving. She has grown up in a family of divers. Her mother is a trainer in Hawai‘i, while her father sells diving equipment. Hannah’s parents started taking her on dives from an early age, starting with snorkeling. From being exposed to the ocean so early, Hannah started to become fascinated by the wildlife around her. This grew into an interest in wildlife conservation. She has become an active volunteer of a local beach clean-up crew. She has succeeded in getting her friends and family to join in with the fun. “The efforts that are made to clean up the environment help you feel closer to the wildlife, and it’s really cool to see that you can actually make a difference.”

HANNAH FRITSCHIE

MEET HANNAH

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DE V ELOPING T HE IDENTITY

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the MARK

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THE MARKAn eight piece turtle was drawn using only circular curves as the structure. The eight pieces forming the turtle represent the eight islands of Hawai‘i and how HWF has volunteers on every island working toward the same causes. The circular curves create motion, fluidity & harmony throughout the mark to give an aquatic, lively & energetic personality. The shell of the turtle was highlighted in the full color version of the logo as a way of emphasizing HWF’s efforts to protect the wildlife. Circular and horizontal versions of the mark were also included to add variety and flexibility when using the logo.

T YPOGRAPHYBree Serif Regular and Merge Light were chosen as the two typefaces for HWF. Both typefaces are easily legible, while still incorporating the fun, aquatic personality of HWF. The rounded letters of Merge Light compliment the circular elements of the turtle. Bree Serif’s sturdy, yet approachable aesthetic helps keep the logo grounded and stable.

FULL COLOR SQUARE LAYOUT

SINGLE COLOR CIRCULAR LAYOUT

SINGLE COLOR HORIZONTAL LAYOUT

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An aquatic color palette was selected because of HWF’s close relationship with the aquatic wildlife in Hawaii. The colors form an analogous palette that varies in hue, saturation and value, giving the palette an energetic, harmonious personality.

Color

PANTONE 3125C:75 M:11 Y:18 K:0

PANTONE 3424 C:100 M:90 Y:29 K:19

PANTONE 294 C:50 M:0 Y:25 K:0

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Bree Serif Regular

Merge Light

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 & @ . , ? ! ’ “ ” ( )

USE ME FOR TITLESI looks great in all caps with the tracking set at 100.

USE ME FOR COPYI am easily readable at smaller sizes for longer bits of text.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 & @ . , ? ! ’ “ ” ( )

Type

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the DOs

SPACING

T YPE/COLOR USAGE

Hawai‘i Wildlife Fund

Hawai‘i Wildlife Fund

Hawai‘i Wildlife Fund

Hawai‘i Wildlife Fund

Hawai‘i Wildlife Fund

Hawai‘i Wildlife Fund

Hawai‘i Wildlife FundThe recommended amount space to leave around the logo (including horizontal and circular layouts) is directly related to the width of the back fin of the turtle.

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the DON’ Ts

PLEASE, DON’ T:

T YPE/COLOR USAGE

Hawai‘i Wildlife Fund

Hawai‘i Wildlife Fund

Hawai‘i Wildlife Fund

Hawai‘i Wildlife Fund

Hawai‘i Wildlife Fund

Hawai‘i Wildlife Fund

Hawai‘i Wildlife Fund• Turn the logo on its side or

upside down

• Change the colors from the original in a full-color layout

• Use a full-color logo on a background color (or image)

• Place logo in an area without adequate space

• Skew or distort the logo

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TA K ING T H E BR A N D

FURTHER

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STAT ION ERY S Y ST E MIncluding letterheads, envelopes, business cards and fun stickers.

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T-SH I RT SRepresent HWF proudly with fun shirts featuring the logo and HWF’s signature bubble pattern.

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OT H ER A PPL IC AT IONSThe brand can be represented in a variety of ways. Some examples include car/track detailing and water bottles for the volunteers.

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A BOU T T H EBUBBLES

The bubble pattern that is used throughout the branding applications and stationery is also a great way to represent the brand without having to use the logo.

There are eight different sizes of circles making up the bubble pattern, just like there are eight different islands in the Hawai‘ian archipelago. When several circles are arranged together, they create a fun pattern that mimics bibbles.

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