B08_Solicitation_Attch_4_BLM_WHB_Style_Guide_June2022.pdf

1June 2022

Wild Horse and Burro Program Branding Style Guide

BUREAU OF LAND MANAGEMENT

June 2022

BLM Wild Horse and Burro Program • Branding Style Guide

TABLE OF CONTENTS

INTRODUCTION

LOGO USAGE

TAGLINE

COLOR PALETTE

FONT PALETTE

APPAREL & EMBROIDERY

APPLICATION

PHOTO SELECTIONS

ADVERTISING KEY MESSAGES

TERMINOLOGY

INTRODUCTION

MORE THAN JUST A LOGO, a brand refers to the entire essence of an organization. A brand reflects how the organization sees itself and how it is represented among its stakeholders. A brand, characterized by its messaging, logo and overall look and feel, establishes what stakeholders expect and how they interact with an organization. Because of all of these factors, branding and supporting brand consistency is important to all organizations, including the Bureau of Land Management’s Wild Horse and Burro Program

(BLM WHB).

Individuals choose a brand because of its promise. Brands inherit trust and when people see the WHB Program brand, they expect specific services and communications. The WHB Program brand needs to convey credibility, confidence and compassion.

The benefits of a strong brand identity include:

• Credibility for WHB Program and its messages

• Increased awareness of WHB Program and its mission

WHB Program staff will use these style guidelines when designing materials or coordinating communications efforts.

Following these guidelines will enhance communication by conveying a consistent brand, allowing stakeholders to easily recognize and interact with WHB Program whether it comes directly from the organization or an alternate source. These guidelines provide direction, without limiting creativity, to ensure materials possess greater clarity, unity and visual consistency. The style guide also complements the overarching BLM brand requirements.

The WHB brand style guide outlines specific guidance and instruction for proper use of current organizational approved logos and marks, color palette, photo treatments and brand styles for communication materials.

The clearly defined guidelines will eliminate confusion and accompany appropriate, approved files for use, setting a standard for consistency among all audiences working with the WHB brand.

GOALS & OBJECTIVES FOR BRAND CONSISTENCY

The use of consistent branding in all communication materials is essential to maximize awareness of the program, key benefits and importance, as well as avoiding confusion that detracts from the organization and essential communication objectives.

Ensuring all materials that represent the organization follow brand styles builds a cohesive message and recognition, and further educates key audiences and stakeholders.

GOAL – Clarify and build brand awareness of the WHB Program, and benefits of giving a good home to a wild horse or burro.

OBJECTIVES:

• Develop consistencies in collateral and communication materials

• Increase positive public and audience perceptions of the program

• Clarify and increase understanding of placement options and the impact on herd management

RESOURCES

Templates, logos and other branded collateral can be downloaded from the Wild Horse and Burro

Communications Site.

Visit https://blmspace.blm.doi.net/wo/600/commtools/

SitePages/Wild-Horse-and-Burro-Communications-Center.

aspx for branded resources.

https://blmspace.blm.doi.net/wo/600/commtools/SitePages/Wild-Horse-and-Burro-Communications-Center https://blmspace.blm.doi.net/wo/600/commtools/SitePages/Wild-Horse-and-Burro-Communications-Center

LOGO USAGE

PERMITTED USE

To maintain its recognition and authenticity, the WHB Program uses a trademark logo and should therefore never be altered. Only use the approved logo and its lockups shown in this section. Do not alter the color, orientation or visual integrity.

VERTICAL LOGO FORMAT

Logo in full color

Logo in white Logo on a textured background

Logo in black

For special circumstances where the WHB logo will be used or altered, such as the creation of a mark celebrating a major milestone with a partner, contact the Off-Range Outreach Specialist for approval.

HORIZONTAL LOGO FORMAT

Logo in black

Logo in white

Logo in full color

Logo Usage (continued)

LOGO LOCKUP

Some applications of the logo may require the use of BLM’s logo alongside it. Use the two approved lockups seen here, always using the BLM logo to the left of the WHB Program logo. Never stack the logos or switch their order.

If the Department of Interior’s (DOI) logo must be included, always place to the left of the BLM logo.

Logo on a textured background

BLM logo with horizontal WHB logo

DOI and BLM logos with horizontal WHB logo

BLM logo with vertical WHB logo

LOGO CLEARANCE

Always ensure there is enough clearance around the logo. The clearance should be 0.125” on all sides of the logo. Graphics or text should not be placed within the border, so that the logo can maintain clarity and prominence.

MINIMUM LOGO SIZE

The minimum size the vertical logo may be sized is 1.08” wide by 1.40” high. The horizontal logo should not be smaller than 1.87” wide by 0.2” high.

When using the logo at the minimum size, always use the vector file (.AI, .EPS, .SVG) to ensure a crisp image on printed products.

*Please note the guidelines for embroidery differ from the above. See page 12 for embroidery guidance.

0.40”

1.08”

1.87”

Vertical logo

Horizontal logo

Logo Usage (continued)

0.125”

0.125”

UNACCEPTABLE LOGO USAGE

UNPERMITTED USE

Never rotate or use the logo at an angle.

This may compromise brand recognition.

Never stretch or skew the logo. Again, this compromises brand recognition as well as legibility.

Never use the logo on a low-contrast background.

A lack of contrast makes the logo difficult to read.

Never rotate the logo Never condense the logo Never stretch the logo

Never alter the colors of the logo Never use the logo on a textured background that makes the logo illegible

TAGLINE

A tagline is a memorable statement that is used in association with a campaign or brand. The WHB Program’s campaign tagline — Give a good home to your own wild horse or burro — is used to support the mission of the organization for the placement of animals, while also serving as a call-to-action to audiences. This tagline should be used with visual consistency on all promotional materials supporting WHB events.

The following tagline lock-ups are acceptable for use on various marketing materials.

COLOR PALETTE

ATTRACTIVE COLOR

A cohesive color palette contributes to the overall value and impression of WHB Program identity. Listed below are acceptable colors and their usage.

PANTONE 491

C: 18 M: 85 Y: 65 K: 55

R: 127 G: 48 B: 53 hex: #7F3035

LOGO COLORS

PRIMARY COLORS

The colors below should be used as the main color palette in all designs.

SECONDARY COLORS

The colors in this palette are complimentary neutrals and should be used with the primary color palette only when necessary.

BLACK

C: 100 M: 100 Y: 100 K: 100

R: 0 G: 0 B: 0 hex: #000000

PANTONE 306

C: 75 M: 0 Y: 5 K: 0

R: 0 G: 181 B: 226 hex: #00B5E2

PANTONE 7490

C: 57 M: 6 Y: 92 K: 19

R: 113 G: 153 B: 73 hex: #719949

PANTONE 135

C: 0 M: 28 Y: 87 K: 0

R: 255 G: 191 B: 63 hex: #FFBF3F

PANTONE 7578

C: 0 M: 67 Y: 100 K: 0

R: 220 G: 107 B: 47 hex: #DC6B2F

PANTONE 367

PANTONE 404

PANTONE 7504

PANTONE 161

PANTONE 141

PANTONE 7506

C: 41 M: 0 Y: 68 K: 0

C: 20 M: 25 Y: 30 K: 59

C: 17 M: 36 Y: 52 K: 38

C: 16 M: 67 Y: 100 K: 71

C: 0 M: 16 Y: 65 K: 0

C: 0 M: 7 Y: 25 K: 1

R: 164 G: 214 B: 94

R: 119 G: 110 B: 100

R: 148 G: 121 B: 93

R: 96 G: 61 B: 32

R: 242 G: 199 B: 92

R: 239 G: 219 B: 178 hex: #A4D65E hex: #776E64 hex: #94795D hex: #603D20 hex: #F2C75C hex: #EFDBB2

FONT PALETTE

ORNAMENTAL FONT*

The primary focus for this font is to not only add variation in the typography, but to ensure that content remains legible. Do not overuse this font.

Font can be downloaded for free here:

www.behance.net/gallery/29369733/Banthers-Free- Font?TB_iframe=true&width=921.6&height=921.6

SwistbLnk BAntherS A number set is not available with the font file. Do not alter the numbers or use numbers from another font family. These assets can be downloaded separately.

*See page 13 for guidance on using this font.

PRIMARY FONT

Font can be downloaded for free here:

www.fontsquirrel.com/fonts/roboto

Roboto Regular

Roboto Italic

Roboto Light

Roboto Light Italic

Roboto Medium

Roboto Medium Italic

Roboto Bold

Roboto Bold Italic

Roboto Black

Roboto Black Italic

PRIMARY FONTS

Always use the primary fonts when available. The consistent use of attractive and readable type contributes to the overall WHB identity. Listed below are acceptable typefaces and their usage.

TEMPLATE AND WEB SAFE FONTS

In certain media, such as the Internet, PowerPoint or Microsoft Word, the primary fonts may not be available.

When this is the case, substitute the following more commonly available typeface. Arial can be a secondary font, however Roboto (above) is used for the BLM website material.

TEMPLATE FONT

Arial Regular Arial Italic Arial Bold Arial Bold Italic

Reach out to IT or the help desk for protocol and assistance for downloading and installing fonts to a computer.

APPAREL & EMBROIDERY

When applying or producing the WHB Program logo on apparel, follow the below guidelines to ensure the branding is legible and consistent with other applications. Closely inspect embroidery samples, as the quality can be easily compromised based on the product’s size and manufacturer’s capabilities. Exceptions may be considered and approved by the Off-Range Outreach Specialist.

Please note the minimum size for embroidery is larger than the print guidelines outlined on page 6.

ACCEPTABLE EMBROIDERY

Ears are defined

Stitches are very tight

Mane is defined

Text is legible and accurate with tight stitches

Front of vertical logo embroidery

Cut-away stabilizer for tight stitches

Back of vertical logo embroidery

APPAREL COLORS

BlackNavy

Stone Rust Royal

UNACCEPTABLE EMBROIDERY

Ears are not defined

Mane is not defined

Line is missing

Typeface is the wrong size

Example of unacceptable vertical logo embroidery

MINIMUM EMBROIDERY SIZE

The minimum size the vertical logo may be sized is 2.0” wide by 2.6” high. The horizontal logo should not be smaller than 4.3” wide by 1.0” high.

When embroidering the logo, always use the vector file (.AI, .EPS, .SVG) to ensure precise stitches.

THREAD COLOR

For embroidery with color, the vendor should use Isacord 1000m Polyester – 1334 Spice that matches closely to Pantone 491, the WHB primary color.

See page 9 to reference the color palette.

Apparel & Embroidery (continued) Vertical logo

Horizontal logo

2.0”

2.6”

4.3”

1.0”

APPLICATION

Pull quote and caption treatment

Dynamic typography

Typographic treatments using swashes

ACCEPTABLE TYPOGRAPHY

UNACCEPTABLE TYPOGRAPHY

Unacceptable typography includes excessive use of swashes, incorporating fonts that are not included in the brand, additional graphic elements not outlined in the style guide and inconsistent use of color that is distracting to the viewer.

See page 10 to view the font palette.

Excessive use of swashes

Overlapping swashes

Incorrect font Incorrect font and usage of dynamic typographic element

– Fred Woehl, Former WHB Advisory Board Member

If more people understood the true and could grasp the real meaning, no would ever want for a home.

Application (continued)

PHOTO CORNER TREATMENT

Photo corners are used in designs that are not produced in Microsoft Word. The use of photo corners should only be implemented by a designer creating communication materials in Adobe Creative Suite software such as InDesign or Illustrator. They should be applied to all four corners of secondary photos, and images should be slightly rotated to the right or left at approximately 3.5 to 5 degrees.

This is an example of a print file. This file should not be used as an example for 508-compliant documents.

Photo corner

Photos rotated

3.5 to 5 degrees to the right or left

The three thumbnail photos on the side can be replaced with animals that will be available at an event.

The top area can be edited to include the name of the event, dates and location.

There is room for an additional line of copy, but it is optional.

Large area to add image of animals that will be available at the event.

Bottom area can be customized to break down the events schedule day by day. There is additional room to include detail about the event.

The pricing block can be moved, or deleted as necessary. Please reference the Branding Assets folder for additional formats.

Use the Arial font family.

See page 10 to view the font palette.

Do not use font sizes smaller than 9 points.

Application (continued)

INFORMATION-HEAVY FLYERS

The sample shown is for a two-day event. This flyer should be used for upcoming events requiring large amounts of information distributed to potential attendees. Flyers will be approved by the Off-Range Branch before distribution on national outlets.

Application (continued)

OTHER FLYER TEMPLATES

These flyer templates are available for one-day events that require less content or special purpose events. These flyers do not include areas to add photos.

Untrained horses only template

Trained horses only template

Untrained burros and trained horses template

Inmate training program template

Call-out box treatment

Horizontal pricing block in color and white

Footer for standard 8.5” x 11” document

Horse and burro icons Horseshoe page number horses

700-1,000 POUNDS

13-15 HANDS HIGH

52-60 Inches

Burros

500 POUNDS

11 HANDS HIGH

44 Inches

Application (continued)

OTHER ACCEPTABLE VISUAL ELEMENTS

DOCUMENT FOOTER

PRICING GRAPHIC

Stacked pricing block in color and white

TOPOGRAPHIC MAPS & TEXTURES

Warm wood texture as a subtle background treatment

Topographic maps can be used to create visual interest

Application (continued)

Application (continued)

PRODUCT EXAMPLES

Branded 10’ x 10’ event tent Poster series

PRODUCT EXAMPLES

Application (continued)

On-Range Quick Facts brochure Retractable banner display

Care and Feed guide

Mustang Maddy with a Bureau of Land Management wild horse named Willie.

Photo credit: Rachel Florman

BLM.gov/WHB • (866) 468-7826

BLM.gov/WHB • (866) 468-7826

PHOTO SELECTIONS

Ears on animals are forward

Animals with people should include the characteristics shown above

WHAT TO LOOK FOR IN A GOOD PHOTO

When selecting photos for marketing purposes, it is important to consider the following guidelines:

• Photo size and resolution – The size of a photo depends on how large it will be on the final product. A high-resolution file is measured in megabytes (MB). Files that are measured in kilobytes (KB) are typically too small, and should be avoided, especially for printed pieces.

• Subject matter – A quality photo is one that focuses on the subject and is not blurry. The lighting should be even, preventing the faces from being in shadow or over exposed.

• Freeze marks – Please use photos showing a freeze mark whenever possible to highlight the identifier for wild horses and burros.

This page shows examples of good photos that use the principles listed above.

Appropriate placement and clarity in a freeze mark

Animals look healthy

Animals look happy

Photo Selections (continued)

WHAT TO LOOK FOR IN A BAD PHOTO

Ears are back Animals look angry or are fighting

Animal nearly nipping handlerAnimal is unhealthy (avoid for marketing purposes)

Helicopter in frame (avoid for marketing purposes)

People petting the animal through the fence

Wearing improper attire or footwear when handling animals

ADVERTISING KEY MESSAGES

Overarching messages for the campaign brand focus on the following:

ADOPTION/SALE EVENT KEY MESSAGE

Now is your chance to give a good home to your very own wild horse or burro! The Bureau of Land Management is coming to your area with an upcoming adoption/sale event. Help these animals find their new home with a loving family like yours.

• Event specifics (date, time, location details)

• Call-to-action website and/or phone

ONLINE CORRAL/INTERNET ADOPTION

KEY MESSAGE

Browse a complete list of wild horses and burros available for adoption/sale through the Wild Horse and Burro Online Corral. Simply submit and track your application online, then connect with your very own wild horse or burro at a designated pickup location near you.

• Online corral open and close dates with specifics on available pick up locations

• Call-to-action website and/or phone

Advertising/Sale advertising examples in

English and Spanish

Online Corral examples

Reflective of the WHB strategic communications plan, all advertising assets to support the media placements and promotion of events must focus on:

1 2 3Appropriate reasons to attend an event

Benefits of animal adoption or purchase

Timely call-to-action

Advertising Key Messages (continued)

SUPPORTING MESSAGES

These should be used as additional messaging for marketing materials, website and social media content, supporting the overarching advertising messages that are focused on driving traffic to events and creating interest. The selection of supporting messages provide the opportunity to share more program details and organizational key messaging.

Primary Messaging:

• Give a Good Home to a Wild Horse and Burro

• Protecting America’s wild horses and burros and our public lands

• Managing and protecting America’s wild horses and burros

• Caring for wild horses and burros and healthy rangelands

Secondary Messaging:

• Just a short distance from you, the next Wild Horse and Burro event means you can select and bring home your new horse or burro in the same day!

• With many iconic and diverse animals to see, you will be sure to find your perfect match and receive tips and insights from BLM staff, past adopters and trainers of the program.

• Wild horses and burros are highly versatile animals with tremendous strength, endurance and intelligence.

They are excellent for work, recreation or just the pure joy of companionship.

• The straightforward application allows for a quick and seamless process for you, with guidance for any question handled directly by the experienced Wild Horse and Burro team located on site.

• Choose to adopt with a supportive process until titling.

• Adopters can receive title of ownership after properly caring for your adopted animal after just one year.

• If you choose to adopt through the Adoption Incentive Program, you can receive $1,000 after you receive ownership title (usually about one year from adoption date)

• Choose to purchase an eligible animal and receive ownership while at the event.

• As an approved applicant you’ll receive a bill of sale and immediate title and full ownership of a sale-eligible animal for $25.

• Sale-eligible animals are animals that have been offered for adoption at least three times in the past, or animals that are over 10 years of age.

• Develop a lifelong bond and begin your journey together by purchasing your sale-eligible animal today.

• Once in private care, wild horses and burros can be trained into excellent show, pleasure or work animals!

• All proceeds from the sale go directly back into the program, allowing your dollars to place even more animals with new homes.

• Animals available to good homes only; it is illegal to purchase or adopt a wild horse or burro with the intent to resell or send to slaughter.

• Whether for show, work or pleasure this is your chance! A wild horse or burro is waiting for you.

TERMINOLOGY

Adoption Event If sale-eligible animals available, always include

“and Sale Event”

Conformation Not “confirmation”

Deworming and dewormed No hyphen

Fertility control Avoid using “population growth suppression.” “Birth control” is acceptable as well for a lay audience.

Freeze mark Two words. Do not include a hyphen. Do not use “brand.”

Holding facilities Use “off-range corrals” or “off-range pastures.”

Off-range corrals Not “short-term holding”

Off-range pastures Not “long-term holding”

Public off-range pastures Not “eco-sanctuary”

Sale When used as a noun, “Sale.” When used as a verb, “purchase.” Avoid “buy.”

Vaccine Avoid “drug”

Wild Horse and Burro Program “Program” should be capitalized

WHB

Do not abbreviate in public communications whenever possible. If necessary to abbreviate, do not include “&.”

Wild horse Not “mustang” or “feral horse”

Wild burro Not “donkey”