Protecting the Identity

April 2013

April 2013

This guideline book walks through the Tierra Verde brand promise and the rules and requirements for using the logo in various applications and formats. Use this guide to direct you in using of the Tierra Verde logo to ensure and protect the identity of this brand.

If you have questions regarding the guidelines or requirements of the logo please contact:

Zachary SandersGraphic Designer1 (951) 834 3811

zacharytsanders@gmail.com

TABLE OF CONTENTS

Brand Promise

Logo Specs

Logo Use

Logo Variations & Elements

Size Requirements & Restrictions

Clear Space Requirements

Color Requirements & Restrictions

Background Do’s & Don’ts

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Tierra Verde is a community based company that provdides quality, recycled landscaping materials and services. We promise that all our products are 100% recycled and that all are services are done with care and concern for not only the customer’s needs but the needs of the community and environment. We push three very important words into our business; quality, community and environment.

BRAND PROMISE

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THE LOGO

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LOGO & SPECS

This logo directly represents the Tierra Verde brand in the effort to create a strong identity. Quality, community, and environment are all intentionally communicated through this visual logo. By the specific use of colors, shapes, lines, and imagery, Tierra Verde customers and clients are able to understand the Tierra Verde focus of quality, community, and environment. It’s important that the logo conveys the company’s focus and identity but still hold-ing a simple design in that effort. The Tierra Verde logo is able to maintain a clean, beautiful, up to date design and still relay the company’s strong brand by simplify-ing imagery, color, and symitry within an emblem logo.

Specific shapes, imagery, color choices, gradients, line thickness, etc. are all im-portant and needed in order for the final product logo to be successful. The logo is made to look much like a city emblem but still simple enough to convey a strong brand, with an element missing the communication is damaged and therefore the identity is lost. With all the elements present and presented in a specific way, the identity is communicated perfectly as intended.

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BOLD OUTLINE:The bold outlines make the logo strong and assured, but also youthful to atracted the younger audience such as public school kids.

CONTAINING SHAPE:The circular, bold border/containing shape creates an emblem type logo which intentionally alludes to a city logo.

COLOR: The colors all together create a very friendly, cool and warm feel.Yellow: friendship and happinessBlue: refreshing and cleanOrange: warm invitationGreen: environmental growth

IMAGERY:Leaves: pushs the companies concern for the environment and the companies name which means green landSun: pushes the companies focus of creating community friendships

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LOGO USE

The Tierra Verde logo is always used in simple, clean designed applications much like this document. Light colored back grounds (whites and light greys), white space, and simple text all allow the logo, when used in the simple design, to breath, and be honored and respected for its beautifuld design within a clean environment. The logo brings identity to the application and emphasis on that identity. To con-quer this, the logo many times should be the only visual element in the application in order to maintain emphasis on the logo and honor it for how it should be. For example refer to the letterhead, envelope, and business card designs to your right.

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LOGO VARIATIONS & ELEMENTS

It’s important to use the right Tierra Verde logo variation in all applications to pre-vent confusion and ensure a successful identity. The primary logo should be used in all cercumstances that the company name is needed in order for the audience to know the company name to prevent confusion or lack of information. The primary variation logo can be used in instances that either the audience already knows the company name and business or was already conveyed through the use of the pri-mary logo earlier in the application. The company name is just as important as the visual element of the logo. The gray scale variation should be used in applications where color is not an option, such as a black and white printer, and therefore black, white, and gray is the only form of media. It’s important to use this variation when printing in black and white to ensure contrast and emphasism in the logo. The transparent variation can be used in the background of applications to add identity to applications but should only be used in circumstances where text is not over lapping the transparent variations. For example, check out the back side of the letterhead example on page .

The “Green Community Project” logo is for the Tierra Verde side project to help strengthen the community and concern for the envrionment through environmen-tally friendly community projects in Orange County. This logo should only be used in applications promoting this project. This logo is a variation of the primary logo BUT is NOT an alternate option to the primary logo or primary variation logo.

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PRIMARY LOGO* GREEN COMMUNITY PROJECT LOGO

LOGO VARIATIONS

PRIMARYVARIATION

GRAY SCALEVARIATION

TRANSPARENTVARIATION

TAGLINE

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RESCTRICTIONS & REQUIREMENTS

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SIZE RESTRICTIONS & REQUIREMENTS

The size of the logo when applying it to any design should be at a moderate size. The logo should not over power the design at all or seem too big. The logo should not be too small in that it’s not being emphasized or recognized. The size of the font verses the size of the logo should always be considered. The thickness of the logo design verses the thickness of the font should not be too far apart. That’s not to say they should be exact but they should complement eachother.

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CLEAR SPACE REQUIREMENTS

Tagline

Centered

Clear SpaceClear space should always be taken into account when applying the logo to any application. Use the circular sun in the logo at the logos desired size and create a perimeter around the logo to determine the clear space. No text or objects should overlap the clear space.

Sun

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COLOR REQUIREMNETS & RESCRICTIONS

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GRADIENT MIX

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GRADIENT MIX

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GRADIENT MIX

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GRADIENT MIX

Hues should not be mixed. Oranges stay with oranges, blues stay with blues, etc.

Tinting the colors to be used in application designs should not be done.

Shading the colors should not be done. Colors should be bold and full of color

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BACKGROUND DO’S & DON’TS

The logo is most successful on a white background. Always shoot for this.

Grey backgrounds are okay as long as the shade of grey is very light.

It’s ok for the logo to over lap an image as long as the image is light enough in color and doesnt compete with the logo.

The logo should not be used on black which hides the outline and visually seeps into the logo in a very poor way.

The logo is okay on grey backgrounds as long as the shade is light enough. This shade is too dark and causes competition

Solid color backgrounds should not be used no matter how light in color. The solid color background takes away from the colorful logo.

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