Logo Standards and Style Guidelines

8/14/2019 Logo Standards and Style Guidelines

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Graphic Standards Manual


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TABLE O F CO N TEN TS

Logo Configurations 3

One Color Usage 4-6

Two Color Usage 7-9

Background Colors 10-11

Logo Placement and Spacing 12-13

Font Usage 14

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L O G O C O N F I G U R A T I O N S

RATIO N ALE

The new Houston Zoo logo has been designed to give prominence to the Houston Zoo name. It is important that all

communications using the Houston Zoo corporate identity be applied consistently. The following guidelines must be observed

to preserve the message intended by the design. All previous logo versions should be discarded. The new logo should be

applied to all materials including, but not limited to, stationery, forms, direct mail, publications, promotional products,

uniforms, presentation materials, packaging, advertising and signage.

Version A logo with tagline Version B logo wi thout tagline


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O N E CO LO R U SA G E

BLACK AN D W HITE

W hen using one color in the logo, you may use black on a white background. Black must always be present and cannot be

substituted for any other shade or color.


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REVERSE BLACK A N D W HI TE

W hen using one color in the logo, you may use the reverse, white on a b lack background. Black must always be present and

cannot be substituted for any other shade or color.

reverse the logo


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TONE ON TONE

W hen using one color i n the logo, black must alw ays be present and cannot b e substituted for any other color.

do not use shades of blackdo not use any other color or color

combinations other than black and

white for one color usage


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TW O C O L O R U SA G E

APPROV ED COLORS W ITH TAG LIN E

The approved PMS colors for the new Houston Zoo logo are presented here as a sample of the appropriate color

use when using a white background. W hen using a two color lo go, use an approved PMS color and bla ck. O nly

the above six colors are approved for usage. They are Pantone Matching System (PMS) colors and should be used

full strength with bla ck. N o other colors or color combinatio ns are acceptable. The CMYK breakdown ha s been

provided, however, use the Pantone color whenever possible.

Yellow PMS 137

C M Y K

0 34 91 0

Green PMS 361

C M Y K

76 0 91 0

Tan PMS 46 55

C M Y K

0 23 43 18

Blue Pantone Process Blue

C M Y K

100 9 0 6

Purple Pantone Purple

C M Y K

43 91 0 0

Red PMS War m Red

C M Y K

0 79 91 0


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APPROV ED COLORS W ITHO UT TAG LIN E


use when using a white background. W hen using a two color lo go, use an approved PMS color and bla ck. O nly




Green PMS 361

C M Y K

76 0 91 0

Yellow PMS 137

C M Y K0 34 91 0

Tan PMS 46 55

C M Y K0 23 43 18


C M Y K

100 9 0 6

Red PMS W arm Red

C M Y K

0 79 91 0


C M Y K

43 91 0 0


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TW O COLOR LOGO

The Houston Zoo type and the Z should always be black, white or an approved PMS color. Any alterations to this

formula would be a violation of graphic standards.

do not reverse or alter the

approved logo color

do not reverse or alter the

approved logo color


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B A CK G R O U N D CO LO R S

BACKGROUND


use when using a color ba ckground. W hen using the two colo r logo , use an approved PMS color and b lack. O nly




Yellow PMS 137

C M Y K

0 34 91 0

Green PMS 361

C M Y K

76 0 91 0

Tan PMS 46 55

C M Y K

0 23 43 18


C M Y K

100 9 0 6


C M Y K

43 91 0 0

Red PMS Warm Red

C M Y K

0 79 91 0


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B A C K G R O U N D

REVERSE LOGO USAGE


use when using a color ba ckground. W hen using the two col or log o, use an approved PMS color and w hite. O nly


full strength with white. No other colors or color combinations are acceptable. The CMYK breakdown has been


Yellow PMS 137

C M Y K

0 34 91 0

Green PMS 361

C M Y K

76 0 91 0

Tan PMS 46 55

C M Y K

0 23 43 18


C M Y K

100 9 0 6


C M Y K

43 91 0 0

Red PMS War m Red

C M Y K

0 79 91 0


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LO G O P LA C EM EN T A N D S PA C I N G

STAGIN G A REA W ITH TAGLINE

The logo needs visual space between it and other typographical or picture elements.

The height of the Z establi shes measurement x . A minimum distance of x must be maintai ned, on all sides,

between the logo and any other visual elements.

x


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LO G O P LA C EM EN T A N D S PA C I N G

STAGIN G A REA W ITHOUT TAGLINE

The logo needs visual space between it and other typographical or picture elements.

The height of the Z establi shes measurement x . A minimum distance of x must be maintai ned, on all sides,

between the logo and any other visual elements.

x


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FO N T U SA G E

FONT USAGE

Futura Bold, Futura Regular/ Book and Futura Ob lique a re the only ap proved fonts for usage on pri nted materials.

Other fonts may not be substituted. The following are guidelines for usage:

Futura Bold Heads/ Subheads

Futura Regular/ Book Body Cop y

Futura O bli que Subhead s

FUTURA BOLD

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll M m

N n Oo Pp Qq Rr Ss Tt Uu Vv W w Xx Yy Zz

1 2 3 4 5 6 7 8 9 0

FUTURA REGULAR/ BOOK

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm

Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz1 2 3 4 5 6 7 8 9 0

FUTURA OBLIQUE

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm

Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0

Logo Standards and Style Guidelines

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