Brand Guidelines - The Vegan Society

Volunteer logoExclusion zone & minimum sizeExclusion ZoneIn order for the Volunteer logo to stand outand be clear and consistent, an exclusionzone around the logo has been created. It isequivalent to half the size of the letter ‘e’ inthe word Vegan.No type or graphic elements shouldencroach on the exclusion zone. This is aminimum amount of space. More spaceplaced around the logo is encouragedif possible.Minimum sizeThe recommended minimum size ofthe logo is a width of 55mm for printapplications and 220 pixels for onlineapplications.Please note that these are minimum sizesand larger sizes are recommended formaximum impact.XXXWhen changing the size of the logo alwayskeep the same proportions and do notdistort it in any way.Please see p17 logo usage do nots. This willdemonstrate how not to use the logo asthe same principles apply for all The VeganSociety logos.minimumwidth55 mmThe Vegan Society Brand Guidelines V1.1 27

Volunteer logoColour variationsThe Volunteer logo can be reproduced inonly three colourways:Pink(Please see page 60 for colour referencesto Pantone, four-colour process & RGB.)The pink logo must always be on a whitebackground.BlackThe logo in black can be used on a varietyof background colours as long as there issufficient contrast for the logo to stand out.WhiteThe logo in white can be used onphotographs and on a variety ofbackground colours as long as there issufficient contrast for the logo to stand out.It must be produced at 100% white withno transparency.Please note that the white version of theVolunteer logo has been optimised. Do notconvert any colour logo file to white butuse the vegan society volunteer logowhite2014.ai file.The Vegan Society Brand Guidelines V1.1 28

Volunteer markThe volunteer mark can be reproduced as astandalone mark.The Vegan Society Brand Guidelines V1.1 29

Volunteer mark Colour variationsIt is recommended that the mark isreproduced in these colours:PinkBlackWhite(Please see page 60 for colour referencesto Pantone, four-colour process & RGB.)The white version of the mark can beplaced over photography. The elementsof the photo must not be too light orcomplicated. A simple photographicbackground or a background that createssufficient contrast is required to ensurelegibility and maximum stand out.The white version of the mark mustbe produced at 100% white with notransparency.When resizing the mark always keep thesame proportions and do not distort it inany way.The Vegan Society Brand Guidelines V1.1 30

Volunteer mark Exclusion zoneThe exclusion zone is the width betweenthe circles as shown. No typographic orgraphic elements can encroach on thisspace. This is the minimum amount ofspace but more is advisable.XXXThe Vegan Society Brand Guidelines V1.1 31

Learning logoThe Vegan Society Brand Guidelines V1.1 32

Learning logoExclusion zone & minimum sizeExclusion ZoneIn order for the Learning logo to stand outand be clear and consistent, an exclusionzone around the logo has been created. It isequivalent to half the size of the letter ‘e’ inthe word Vegan.No type or graphic elements shouldencroach on the exclusion zone. This is aminimum amount of space. More spaceplaced around the logo is encouragedif possible.Minimum sizeThe recommended minimum size ofthe logo is a width of 55mm for printapplications and 220 pixels for onlineapplications.Please note that these are minimum sizesand larger sizes are recommended formaximum impact.XXXWhen changing the size of the logo alwayskeep the same proportions and do notdistort it in any way.Please see p17 logo usage do nots. This willdemonstrate how not to use the logo asthe same principles apply for all The VeganSociety logos.minimumwidth55 mmThe Vegan Society Brand Guidelines V1.1 33

Learning logo Colour variationsThe Learning logo can be reproduced inonly three colourways:Blue(Please see page 60 for colour referencesto Pantone, four-colour process & RGB.)The blue logo must always be on a whitebackground.BlackThe logo in black can be used on a varietyof background colours as long as there issufficient contrast for the logo to stand out.WhiteThe logo in white can be used onphotographs and on a variety ofbackground colours as long as there issufficient contrast for the logo to stand out.It must be produced at 100% white withno transparency.Please note that the white version of theVolunteer logo has been optimised. Do notconvert any colour logo file to white butuse the vegan society learning logowhite2014.ai file.The Vegan Society Brand Guidelines V1.1 34

Learning markThe learning mark can be reproduced as astandalone mark.The Vegan Society Brand Guidelines V1.1 35

Learning mark Colour variationsIt is recommended that the mark isreproduced in these colours:BlueBlackWhite(Please see page 60 for colour referencesto Pantone, four-colour process & RGB.)The white version of the mark can beplaced over photography. The elementsof the photo must not be too light orcomplicated. A simple photographicbackground or a background that createssufficient contrast is required to ensurelegibility and maximum standout.The white version of the mark mustbe produced at 100% white with notransparency.When resizing the mark always keep thesame proportions and do not distort it inany way.The Vegan Society Brand Guidelines V1.1 36

Learning mark Exclusion zoneThe exclusion zone is the width betweenthe lines as shown. No typographic orgraphic elements can encroach on thisspace. This is the minimum amount ofspace but more is advisable.XXXThe Vegan Society Brand Guidelines V1.1 37

Supporter logoSupporter logoThe Supporter logo allows supporters of theSociety to use the logo on their website orpublications. It does not allow them to speakon behalf of The Vegan Society.The Vegan Society Supporter logo must beused in a context where it is clear whichorganisation is supporting The Society. Thepreferred colour is the two-colour logowhich is always to be placed on a whitebackground. The logo in black is only to beused in exceptional circumstances. The logomust appear in isolation and comply with theguidelines in the following pages. It should notbe combined with any non-related elementsand should stand out as much as possible.The user is required to use authorised artworkthat is provided by The Vegan Society and onno account is the logo permitted to be handdrawn, re-created by any other organisationor person or incorporated into anotherorganisation’s logo.Signing off logo usageThe use of these logos must be approvedby our Communications team.Please send your layouts to:communications@vegansociety.comThe Vegan Society Brand Guidelines V1 38

Supporter logoThe Vegan Society Brand Guidelines V1.1 39

Supporter logo Exclusion zone& minimum sizeExclusion ZoneIn order for the Supporter logo to stand outand be clear and consistent, an exclusionzone around the logo has been created. It isequivalent to half the size of the letter ‘e’ inthe word Vegan.No type or graphic elements shouldencroach on the exclusion zone. This is aminimum amount of space. More spaceplaced around the logo is encouragedif possible.Minimum sizeThe recommended minimum size ofthe logo is a width of 40mm for printapplications and 130 pixels for onlineapplications.Please note that these are minimum sizesand larger sizes are recommended formaximum impact.XSupporterXXWhen changing the size of the logo alwayskeep the same proportions and do notdistort it in any way.minimumwidth40mmThe Vegan Society Brand Guidelines V1.1 40

Supporter logo Colour variationsThe Supporter logo can be reproduced intwo colourways:Green and orange (two-colour logo)(Please see page 59 for colour references toPantone, four-colour process & RGB.)The two-colour logo must always be on awhite background.The two-colour logo is preferred and is tobe used whenever possible.BlackThe Supporter logo in black can be used ona variety of background colours as long asthere is sufficient contrast for the logo tostand out.The Vegan Society Brand Guidelines V1.1 41

Supporter logoLogo usage do nots1 Do not rotate the logo.2 Do not distort the logo.3 Do not place the two-colour logo ona coloured background. It is only to beviewed on a white background.1X5X2X6X3X7X4X8X4 Do not put the two-colour logo on aphotograph.5 Do not add effects to the logo(e.g. drop shadows).6 Do not reproduce the logo in any othercolour combination.7 Do not change the typeface.8 Do not rearrange elements of the logo.Always use the provided logo files tomaintain the correct usage and dimensions.The Vegan Society Brand Guidelines V1.1 42

Partner logoPartner logoVegan Society partners can demonstrate theirrelationship with us by using this specificlogo. Organisations that qualify may use thelogos as specified in their partner agreement.The preferred colour is the two-colour logowhich is always to be placed on a whitebackground. The logo in black is only tobe used in exceptional circumstances. Thelogo must appear in isolation and complywith the guidelines in the following pages. Itshould not be combined with any non-relatedelements and should stand out as muchas possible. The user is required to useauthorised artwork that is provided by TheVegan Society and on no account is the logopermitted to be hand drawn, re-createdby any other organisation or person orincorporated into another organisation’s logo.Signing off logo usageThe use of these logos must be approvedby our Communications team.Please send your layouts to:communications@vegansociety.comThe Vegan Society Brand Guidelines V1 43

Partner logoThe Vegan Society Brand Guidelines V1.1 44

Partner logo Exclusion zone & minimum sizeExclusion ZoneIn order for the Partner logo to stand outand be clear and consistent, an exclusionzone around the logo has been created. It isequivalent to half the size of the letter ‘e’ inthe word Vegan.No type or graphic elements shouldencroach on the exclusion zone. This is aminimum amount of space. More spaceplaced around the logo is encouragedif possible.Minimum sizeThe recommended minimum size ofthe logo is a width of 40mm for printapplications and 130 pixels for onlineapplications.Please note that these are minimum sizesand larger sizes are recommended formaximum impact.XXXWhen changing the size of the logo alwayskeep the same proportions and do notdistort it in any way.minimumwidth40mmThe Vegan Society Brand Guidelines V1.1 45

Partner logo Colour variationsThe Partner logo can be reproduced in twocolourways:Green and orange (two-colour logo)(Please see page 59 for colour references toPantone, four-colour process & RGB.)The two-colour logo must always be on awhite background.The two-colour logo is preferred and is tobe used whenever possible.BlackThe Partner logo in black can be used ona variety of background colours as long asthere is sufficient contrast for the logo tostand out.The Vegan Society Brand Guidelines V1.1 46

Partner logoLogo usage do nots1 Do not rotate the logo.2 Do not distort the logo .3 Do not place the two-colour logo ona coloured background. It is only to beviewed on a white background.1X5X2X6X3X7X4 Do not put the two-colour logo on aphotograph.5 Do not add effects to the logo(e.g. drop shadows).6 Do not reproduce the logo in any othercolour combination.7 Do not change the typeface.8 Do not rearrange elements of the logo.Always use the provided logo files tomaintain the correct usage and dimensions.4X8eganSocietyPartnerXThe Vegan Society Brand Guidelines V1.1 47

Masterbrand logoSecondary textTrademarkThe Vegan Society Brand Guidelines V1.1 48

TrademarkVegan trademarkThe Vegan trademark, introduced in 1990 isthe leading symbol of vegan-friendly productsand services worldwide. With over 14,000products currently registered with us, ourtrademark team have worked with morebusinesses than any other veganregistration body.The charity brand and thetrademark work togetherThe trademark represents the internationalstandard for authentic vegan products andservices which are free from animal testingand animal ingredients. The new charity logoand branding will reach out to new audiencesand help them to consider veganism from afresh perspective and as a desirable lifestylethat is easy to maintain. They will complementeach other, supporting each other in theirareas of expertise.Placement of the masterbrand logoand the trademark togetherIt is essential that the charity andbusiness brands work in harmony. Anycommunications from the charity totrademark clients must have the masterbrandlogo placed top left. At events where thetrademark is being promoted, the trademarkmust be more prominent but the twoelements must always be together.WordingIt is important that we refer to our registeredtrademark as the Trademark and The VeganSociety logo as the logo to avoid unnecessaryconfusion. The Trademark can also be referredto as ‘the international Vegan Trademark’,‘Vegan Trademark’, or ‘Trademark’. When thewords, ‘logo’, ‘the logo’, or ‘our logo’ are used,they refer to the new charity logo.The Vegan Society Brand Guidelines V1 49

Trademark Colour. Minimum size. Exclusion zone.ColourIt is recommended that the trademark isproduced in three colours for publicationscreated by The Vegan Society:GreenBlackWhite(Please see page 59 for colour references toPantone, four-colour process & RGB.)The preferred colour is green. When thetrademark is in green is should be placed ona white background.Trademark holders may change the colourto fit the design of their packaging. It shouldalways be one solid colour and adhere tothe minimum size and exclusion zonesshown in these guidelines.The Vegan Society trademark shouldinclude the registered trademark sign.Minimum sizeThe recommended minimum size of thetrademark is a width of 12mm for printapplications and 70 pixels for onlineapplications.Exclusion zoneThe exclusion zone is the width betweenthe top of the trademark and the baselineof the letter ‘n’. No typographic or graphicelements can encroach on this space. Thisis the minimum amount of space but moreis advisable.minwidth12 mmXXXThe Vegan Society Brand Guidelines V1.1 50

Principal coloursThese are the principal colours to use:The Vegan Society greenThe Vegan Society orangeBlackWhitePlease note that the CMYK values havebeen optimised. Please do not convert thePantone colours directly to CMYK.Whenever possible the Pantone coloursshould be used for print.Pantone1375Pantone327100%BlackWhiteCMYKC 100M 23Y 58K 0CMYKC0M 47Y 100K 0CMYKC0M0Y 0K 100CMYKC0M0Y 0K 0RGBR 0G 131B 117RGBR 255G 158B 22RGBR 0G0B 0RGBR 255G 255B 255The Vegan Society Brand Guidelines V1.1 51

Additional logo coloursThese are the addtional colours to use forthe logos stated below:Volunteer logo pinkLearning logo blueWhenever possible the Pantone coloursshould be used for print.Pantone3135Pantone220CMYKC 26M 100Y 50K 11CMYKC 100M 23Y 30K 1RGBR 171G0B 78RGBR 0G 138B 171The Vegan Society Brand Guidelines V1.1 52

Typography Primary typefaceThe primary typeface is Museo Sans.It comes in five weights and all italicisedversions of these weights can be used.Museo Sans can be used for body copy,sub headings and if desired, titles. It isrecommended to use Museo Sans 300for body copy and for longer passagesof text. Museo Sans 500 can be used forshorter passages of text in standard sizedpublications (for example A4 and A5).Primary typefaceMuseo SansIt is preferable that body text is left aligned.AaBbCc0123100 300 500 700 VWXYZ1234567890!@ % &*()Museo SansEbis ipidebitate quate volectotatus ut assuntiumquam ra dolore, tet venimin cipsameniat labipictiumquid et harum reptaec aborenis am deserore non pliqui id et enet laut pero quasperromint porenim fugitat urerempos esci verspitdios sed modi rehene nonsequi doluptius renditiosapicient earum sita comni ommod eum volumea nime sequam is velibus simporepudi doloresolupta dignam quia am raerro illorer spelici liquisdoluptam, ut andam amus, oditiosam dolorit fugianobit alia dolorerum num velicaeped quatum untvent parum experi cuptatus volenet autatus.The Vegan Society Brand Guidelines V1.1 53

Typography Secondary typefaceThe secondary typeface is Museo Slab.Five weights including all italicised versionsof these weights can be used.Museo Slab is mainly to be used forheadlines and titles. It can be applied toshorter passages of text with discretion.For most titles a weight of 300 or 500is recommended for standard sizedpublications (A4 and A5).Secondary typefaceMuseo SlabAaBbCc0123100 300 500 700 VWXYZ1234567890!@ % &*()Museo SlabEbis ipidebitate quate volectotatus ut assuntiumquam ra dolore, tet venimin cipsameniat labipictiumquid et harum reptaec aborenis am deserore non pliqui id et enet laut pero quasperromint porenim fugitat urerempos esci verspitdios sed modi rehene nonsequi doluptius renditiosapicient earum sita comni ommod eumvolum ea nime sequam is velibus simporepudidolore solupta dignam quia am raerro illorerspelici liquis doluptam, ut andam amus,oditiosam dolorit fugia nobit alia dolorerumnum velicaeped quatum unt vent parum expericuptatus volenet autatus.The Vegan Society Brand Guidelines V1.1 54

Image stylesphotographyThe Vegan Society Brand Guidelines V1.1 55

Image stylesPeopleThe wide demographic that is targetedneeds to be shown. Modern, livelyimages should be used, when possiblewith different age ranges and culturalbackgrounds represented, showing that thevegan diet is accessible to all.Favoured styles Lifestyle photography Approachable Relaxed Healthy Natural situations Active PositiveThe Vegan Society Brand Guidelines V1.1 56

Image stylesPrepared foodFocus should be on food in a real homeenvironment. Both natural lighting and flashcan be used but the emphasis is on natural,healthy, wholesome food.Favoured styles Lifestyle setting Appetising Healthy Inviting Natural or home settingThe Vegan Society Brand Guidelines V1.1 57

Image styles Growing foodFood and plants that are growing orrecently harvested show the connection tothe earth.Favoured styles Connection to nature Ripe FreshThe Vegan Society Brand Guidelines V1.1 58

Image styles Close-up food photographyClose-up and macro photograph

The Vegan Society Brand Guidelines V1.1 14 In order for the logo to stand out and be clear and consistent, an exclusion zone around the logo has been created. It is equivalent to half the size of the letter 'e' in the word Vegan. The dotted lines in the diagram to the right indicate the exclusion zone area. No type or graphic elements should