TABLE OF CONTENTS
COLOR PALETTE ...................................................................................................
VOICE & TONE ........................................................................................................
FONTS ........................................................................................................................
APPROVED IMAGERY ............................................................................................
LOGO VERSIONS ...................................................................................................
CLEAR SPACING ....................................................................................................
LOGO USAGE .........................................................................................................
BACKGROUNDS ....................................................................................................
MEDIUM-SPECIFIC .................................................................................................
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FLAMINGO GARDENS STYLE GUIDE
Above: Woman at Flamingo Gardens, circa 1950’s. Top right: Wray family photos.
About Flamingo GardensFlamingo Gardens is a 60 acre wildlife sanctuary and botanical reserve in Davie, Florida. It began as a home that was built in the 1930’s by the Wrays, a business couple who used the property for entertaining and relaxation. They were an influential couple in the area who had ties to President Eisenhower and other local business individuals and civic groups. The home was later turned into an Everglades museum.
Rescue and preservationFlamingo Gardens rescues injured animals who can no longer survive on their own in the wild. When the animals breed, their offspring is released back into the wild. They are given a permenant home in the gardens and receive food and care by staff and volunteers. Wildlife adoption is available to customers to help the company pay for animal care costs.
The BrandThe Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors. The Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors. The Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors.
BRAND DESCRIPTION
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FLAMINGO GARDENS STYLE GUIDE
COLOR PALETTE
The following color palette was chosen to evoke emotions in the target audience and also depict colors naturally found in the everglades environment. The warm palette triggers energy and revival in adults, vibrant playfulness in children and fresh youthful happiness in teenagers.
Why these colors?
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CMYK
0, 58, 87, 0
0, 32, 69, 0
1, 0, 44, 0
39, 0, 84, 0
66, 0, 49, 0
19, 91, 100, 0
42, 64, 98, 40
RGB
251, 134, 54
255, 183, 98
255, 245, 163
166, 220, 87
56, 200, 162
187, 57, 38
107, 71, 28
HEX
fb8636
fb7762
ff5a3
abdc57
38cba2
bb3926
6b471c
PANTONE
1575 c
1365 c
601 c
374 c
3385 c
180 c
1405 c
FLAMINGO GARDENS STYLE GUIDE
VOICE & TONE
VoiceBased on the headline, “When was the last time YOU took a field trip?”, the voice should be slightly humorous and thoughtful, intuitive and playful. Since the target audience is children and families, the copy should appeal to kids and the ‘kid at heart’ in adults. The voice should also sound like a friend is talking to them, someone familiar showing them around Flamingo Gardens. Almost a hand-holding type of voice should be heard when reading the type.
Copy & MusicThe body copy and music alike should make the audience go to an unlimited and magical place of wonder. When you visit Flamingo Gardens, you get a sensory overload of beautiful tropical scenery and animals. The copy and music should only enhance the
emotion of the target audience, helping them to get the sense of “being in another world.”
ToneThe tone should be childlike, talking to the child at heart in the audience, whether young or old. “Wanna see how otters play tag?” “Look at the huge crocodile!” “Follow me to see the bird show!” are just a few examples of the tone that should be used for advertisements and signage around the park itself. Using a consistent tone like this will help shape the brand of Flamingo Gardens and tap into the emotions of the audience.
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FLAMINGO GARDENS STYLE GUIDE
FONTS
Flamingo Gardens fonts were chosen to establish the rebranding campaign by providing stability, playfulness, and durability to last well into the future.
Visual Voices
HeadlineFilmotype LaSalle
Sub headersGill Sans Bold Italic
Body copyGill Sans Regular
Headers / NavigationGill Sans Light
This font was chosen for its playfulness and attention-grabbing design. The tone of this font is “Hey, look over here!”, like a friend waving for you to hurry over and take a look.
Gill Sans is a versatile font and ‘Bold Italic’ brings attention to the paragraph heading without distracting the reader from scanning the body copy.
The logotype uses this classic font, which was chosen to give a strong and lasting impression for this historical company. The font is used throughout the campaign for brand unity.
The curve and weight of this font resembles a flamingo, and also has an air of curious sophistication. It also does not compete with imagery or other fonts used in the campaign.
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FLAMINGO GARDENS STYLE GUIDE
APPROVED IMAGERY
WildlifeImages of wildlife should be close enough to distinguish what type of animal it is, and most of its body should be shown. Colors of the animal and its background should clearly contrast, not blending together.
TexturesFor advertisements and other print collateral, textured backgrounds are another option besides a more busy photograph. The photo of dirt to the left leaves ample space to the left of the leaves for copy placment. The vector sample has a light colored background of tiled leaves which is also acceptable.
Human ElementWhen images of people are used, opt for waist-up shots where they are smiling in front of a natural outdoor setting with foilage similar to what a visitor
could see at Flamingo Gardens. Use single-person shots moderately and more of groups of friends and/or groups of families having fun together outdoors.
NatureUse shots close enough for the viewer to see the intricacies and details of the beauty of the plants shown. There should also be space for copy in the top third of the photo. In this image of palm leaves, a large heading can be placed in the sky area on the top left corner of the page.
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FLAMINGO GARDENS STYLE GUIDE
LOGO SPECIFICATIONS
The Flamingo Gardens logo has four approved versions. They should be reproduced according to the following guidelines:
The updated logo
ALTERNATE LOGO VERSIONS
FLAMINGOGARDENS
Regular
FLAMINGOGARDENS
Boxed
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Reversed
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Black & White
Whenever possible, the “regular” version should be used against a white background.
The “boxed” version is provided for use against any other background to ensure that the logo remains readable.
The “reversed version of the logo may be used against black, or PMS 369.
The “black and white” version is to be used in one color print jobs.
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FLAMINGO GARDENS STYLE GUIDE
Breathing roomTo give the logo the greatest possible visual impact, it is important to always allow for the minimum amount of clear space around the logo. Avoid positioning text, photos, or other elements within the clear space zone.
10mm / 0.4 inch
FLAMINGOGARDENS
clear space area
LOGO SPECIFICATIONSCLEAR SPACING
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FLAMINGO GARDENS STYLE GUIDE
LOGO SPECIFICATIONSBACKGROUND USAGE
Make sure that images chosen have “whitespace” for the page heading and subhead. In the picture above and throughout this book, notice the ample room in the top left or right corner for heading placement.
HEADING HERE Subheading
text area
IMAGE
When using textured backgrounds like the picture above, make sure that the background does not compete with the copy, preferably with a simple soft pattern.
Here is some advertising text here is some advertising text here is some advertising text here is some advertising text here is some advertising text.
Headline
text area
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FLAMINGO GARDENS STYLE GUIDE
TEXTURED
LOGO SPECIFICATIONSUSAGE EXAMPLES
FLAMINGOGARDENS
FLAMINGOGARDENS
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INCORRECT
Against dark color background
Distorted
Too small
Choose the correct version for your project from the files provided. Do not change the colors, fonts, or proportions of the logo. Use only approved
color backgrounds with the appropriate version of the logo. Below are some common mistakes to avoid in implementing the logo.
CORRECT
Reversed against dark color background
Against light colored background
Correctly scaledminimum size: 30mm / 1.2”
Consistency is key. Against colored backgrounds, always use the reversed version, unless the background color is very light, such as very
light yellow or blue. Make sure to adhere to the minimum size for optimum readibility.
FLAMINGOGARDENS
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FLAMINGO GARDENS STYLE GUIDE
ONLINEMEDIUM-SPECIFIC
ONLINE
regular 200px
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regular 100px
FLAMINGOGARDENS
boxed 100px
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boxed 200px
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Versions of the Flamingo Gardens logo have been provided in the .GIF file format for online usage. These versions are available in a large and small size. To avoid readability problems, do not use the logo online at any size other than the two provided. Theh ideal background color for the logo is white, but a “boxed” version has also been provided in two sizes for use against backgrounds other than white.
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FLAMINGO GARDENS STYLE GUIDE
FLAMINGOGARDENS
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MEDIUM-SPECIFICSIGNAGE
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FLAMINGO GARDENS STYLE GUIDE