Leave No Trace Brand Standards Guide

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Leave No TraceBrand StandardsGuide1

Table of ContentsBRAND BASICSThe Leave No Trace IdentityAbout the Leave No Trace Center for Outdoor Ethics34THE LEAVE NO TRACE LOGOLogo ElementsLogo Variations: Basic LogoLogo Variations: Logo CenterLogo Variations: Logo Center and URLLogos for PartnersLogo Specifications: Logo Clear Space and Safe AreaLogo Specifications: Brand ColorsLogo Specifications: Brand FontsLogo Specifications: Minimum SizeLogo Specifications: Logo Misuse567891011121314BRAND USE BY TYPELand Management Agencies15Corporate & Community Partners16Members and Individuals 17APPLICATIONSThe Leave No Trace Seven Principlesand Copyrighted TextsProductsSignageOther Uses: Books, Education, CoursesThe Language of Leave No Trace18-1920212223Contact 242

The Leave No Trace IdentityThe goal of this Brand Standards Guide is to establisha clear, consistent and universal visual identity for theLeave No Trace organization, program and movement.The visual identity builds on Leave No Trace’s brandby combining the most recognized existing elements— our name and insignia — with progressive elementsand messages. Uniform graphic elements andmessages provide the framework for establishing avisual identity. This guide sets out the prime elementsneeded to produce approved Leave No Trace materialsand communications.This guide further serves to inform the Leave NoTrace Center for Outdoor Ethics’ vast network ofpartners about proper and appropriate use of theLeave No Trace brand. The first section defines thebasic elements of the Leave No Trace visual identityand discusses its applications and proper usage. Theremainder of the guide explores the language of LeaveNo Trace, as well as regulations, protections, and whoto contact for further information or questions aboutlogo use.3

BRANDAbout the Leave No Trace Center for Outdoor EthicsLeave No Trace VisionTo sustain healthy, vibrant natural lands for all people toenjoy, now and into the future. Every person who venturesoutside puts leave no trace practices into action.Leave No Trace MissionThe Leave No Trace Center for Outdoor Ethics is anational, 501 (c) (3), nonprofit organization dedicated toprotecting the environment by teaching people to enjoy itresponsibly.About the Leave No Trace centerfor outdoor ethicsThe Leave No Trace Center accomplishes this missionthrough education, research, partnership andvolunteerism. The Leave No Trace Center has deliveredsuccessful educational program in the United States andinternationally since 1994. The Leave No Trace program isbuilt upon the premise that conservation of our outdoorresources is possible only when people know how torespect them and prevent impacts from their activities.Today, many trails have become human highways,wildlife are harassed and put down due to heavy humaninteraction, human-caused invasive species are stranglingnative flora, and trash clogs our waterways.At the Leave No Trace Center for Outdoor Ethics, weunderstand that if we neglect to protect our naturalenvironment, fail to help our children appreciate andrespect the relevance of our wild lands, and forgopractices that minimize our human impacts, we thenrisk allowing our behavior and attitudes to irreversiblychange our world, destroying the magnificence of naturein the process. This is why Leave No Trace educationis imperative. Leave No Trace Education provides afoundation to build a nationwide outdoor ethic of criticalimportance.What began as a calling to preserve the wilderness hasevolved into an endeavor to inspire a more global, dailycommitment to Leave No Trace. The environmentalstewardship created by the Leave No Trace Centerextends beyond outdoor enthusiasts to include anyoneconcerned about people’s relationship with nature. Jointhe movement. Enjoy your world. Leave No Trace.4

LogoElementsThe Leave No Trace logo is the only permissibleinsignia for external communications materialthat reaches the media or general public. It is ourprime brand identifier, reflecting the traditionand values of the organization. Therefore,maintaining its visual and conceptual integrity isa high priority. The Center’s policies regardinglogo usage are designed to ensure that thepublic recognition of our primary identifier —the Leave No Trace logo — is not diluted byother insignia or artwork.Basic ElementsHORIZONTAL LOGOHORIZONTAL LOGO TAGLINE AND URLLogo VariationsThe logo has three variations in regards tocontent — basic logo, logo and Center forOutdoor Ethics, logo and Center for OutdoorEthics and URL — and three variations in regardsto color — color, black, white, and gray scale.HORIZONTAL LOGO TAGLINE* The Center recommends that the logo and Center for OutdoorEthics and URL are used for most projects. Please consult with theCenter for the use of the other variations.Logo SizesStrict regulations and guidelines outline the useof the Leave No Trace logo. The logo cannotbe recreated, cropped, enhanced, distorted,stretched or otherwise altered. The logo mustnot be reduced beyond the minimum sizesstated in this guide here. This ensures that it isfully readable when reduced in size.5

LogovariationsBasic LogoFULL COLORBLACK AND WHITEGRAYSCALEONE COLORREVERSED6

LogovariationsLogo Center for Outdoor EthicsFULL COLORBLACK AND WHITEGRAYSCALEONE COLORREVERSED7

LogoVariationsLogo Center for Outdoor Ethics and URLFULL COLORBLACK AND WHITEGRAYSCALEONE COLORREVERSED8

LogoPartnersLogos are available for currentLeave No Trace partners. Theselogos are subject to the sameguidelines and regulations forlogos described in this guide.Please contact your Leave NoTrace representative if you qualifyfor the use of the logo and forapplicable uses.Leave No Trace Proud PartnerFULL COLORBLACK AND WHITEGRAYSCALEProud Partner LNT.orgProud Partner LNT.org9

LogospecificationsLogo Clear Spaceand Safe AreaThe “protected space” of thelogo refers to the clear spacesurrounding it. This clear spaceensures the unobstructed andvisible placement of the LeaveNo Trace logo. Graphics, type,photography, and illustrationsshould not enter the illustrated clearspace around the logo. As shown,the clear area should measure thesame higher as the capital “N” inthe logo type.Logo Clear Space and Safe AreaLOGOLOGO TAGLINE AND URLLOGO TAGLINE10

LogospecificationsBrand ColorsThe Leave No Trace brand colors are as follows. Please donot alter or introduce new colors to the Leave No Tracelogo or brand collateral.Patone 382 can be used on subheadlines and largertypography, but should be used sparingly in order tomaintain an effect of denoting importance or contrast withthe surrounding layout.Pantone 445 should be used for most headlines andcontrasting visual and graphic elements, as well as allbody copy, when possible.Pantone 382CMYK 29 01 100 00RGB 102 077 050HEX# C1D42FPantone 445CMYK 67 54 55 30RGB 080 087 087HEX# 50575711

LogospecificationsBrand FontsThe Leave No Trace brand uses the Gibson font family. Thefollowing are approved weights and their general uses.In instances where Gibson is unavailable substitue ArialRegular. Gibson Bold and Regular font can be purchasedhere:Gibson type/gibson/Arial font files are among free default font files installed ona vast majority of computers.Use of Gibson Bold or Regular in Pantone 382 shouldbe used (sparingly) to highlight important text or specialcaptions. This font should be used in upper-lowercase oruppercase only.Gibson rstuvwxyz12345678912

LogospecificationsThe logo must not be reducedbeyond the minimum sizesillustrated here. This ensureslegibility at small sizes.Minimum SizesBASIC LOGOLOGO CENTER FOR OUTDOOR ETHICS1”1.25”LOGO CENTER FOR OUTDOOR ETHICS AND URL1.5”13

LogospecificationsA logo must not be altered in anyway. Approved uses are shownpreviously in this manual. Theexamples shown here illustratemisuse of the logo.Logo MisuseDO NOT CHANGE LOGO COLORDO NOT STRETCHDO NOT MOVE TYPEDO NOT CHANGE THE TAG LINEDO NOT CHANGE FONTDO NOT EDIT THE ICONLeaveNoTraceOutside is the best!14

Brand useby typeFederal Land Management AgenciesFederal LandsThe Leave No Trace Center for Outdoor Ethics sharesa Memorandum of Understandings with the followingfederal and state land management agencies:National Park ServiceBureau of Land ManagementUSDA Forest ServiceSTATE PARKS, STATE LANDS,MUNICIPALITIES, PRIVATE AND OTHERLANDSState parks, state lands, municipalities, private and otherlands must join as official Leave No Trace partners to enjoythe full benefits of the program. Learn more at www.LNT.org/about/parks-municipalities. The Center does extenda contingency for onsite signage. See page 21 for moreinformation.US Fish and Wildlife ServiceUS Army Corps of EngineersLogo and copyrighted Leave No Trace Seven Principletext use are available to those agency partners and areapplicable to all of their lands and waterways. Logo andLeave No Trace Seven Principles (with 1999 by theLeave No Trace Center for Outdoor Ethics: www.LNT.org)use is subject to the same stipulations as all other partnergroups. See page 18 for copyright information.15

Brand useby typeHow to Becomea Leave No TracePartnerJoin over 600 businesses, agencies andorganizations committed to playing a role inLeave No Trace education and conservationwork. As a partner you: Have exclusive use of the Leave No Tracelogo, which is recognized worldwide asthe symbol of sustainable enjoyment of theoutdoors. Demonstrate and solidify your business ororganization’s role as an active steward ofthe outdoors. Provide your constituents and customerswith relevant Leave No Trace education andtools for enjoying the outdoors responsibly. Support your education and marketinggoals by leveraging your partnership withthe country’s only organization providingcomprehensive, environmentally-basededucation to the millions who enjoy ourfinite outdoor resources each year. Access to the Center’s social mediafollowers through Facebook, Twitter,Instagram, Snapchat, the Resource,YouTube, and our blog when relevant toLeave No Trace.Corporate & Community PartnersCorporate and community partners must be current andin good standing. Partner affiliates, branches, chapters,councils/troops, etc. are not considered partners. Forexample, a troop, council, or chapter that is part of anoverarching nationwide organization or associationthat is a partner with Leave No Trace, does not havethe rights to the Leave No Trace logo. Only primarypartners are permitted to take advantage of the partnerbenefits, such as logo use. Partnership levels include:patron, corporate, small businesses, media, nonprofits,educational institutions, guide services, outfitters, parks,municipalities, and agencies.Learn more at: https://www.lnt.org/join/business16

Brand useby typeMembers & IndividualsThe Leave No Trace copyrighted Leave No Trace SevenPrinciples, trademarked logo, associated artwork, andtexts are copyrighted by the Leave No Trace Center forOutdoor Ethics. Members of Leave No Trace are notpermitted to use trademarked logo, or Leave No Tracename for any use, such as reprinting on clothing orproduct; blogs, websites, email signatures, letterhead,banners, business cards, personal marketing materials orsocial media group title or name; such as a logo on a blog,website, or social media group.For more information about digital use, please see page19.Links to the Leave No Trace website are permissible,as are blogs posts or online/print-based articles aboutLeave No Trace, its educational ethics, and views on theSeven Principles. The copyright ( 1999 by the LeaveNo Trace Center for Outdoor Ethics: www.LNT.org)must accompany any listing of the Leave No Trace SevenPrinciples for educational purposes. With permission fromthe Leave No Trace Center for Outdoor Ethics and underspecific circumstances, the organization extends use of itslogos and texts. See page 18 for copyright information.Benefits of Becoming a Leave NoTrace MemberLeave No Trace is the most important defense to protectthe health and beauty of the outdoors — our trails, parks,forests and waterways. Every person’s relationship withthe natural world is unique, spending time in nature foradventure, sport, renewal or solitude. With wildlife at risk,forest fires commonplace and many waterways polluted,the future of our natural world is in jeopardy. Leave NoTrace solves these issues with critical training for the publicat large, ensuring that the outdoors is thriving and left incaring hands well into the future. Join the most effectivemovement to ensure that all our parks, waters and lands,remain places of wonder, inspiration and exploration.Learn more.(Use Membership URL: https://lnt.org/join/individual)17

ApplicationsAll informationand content in thefollowing worksare copyrighted: Leave No Trace Skills and EthicsSeries Leave No Trace Brochures andHandbooks 101 Ways to Teach Leave No Trace Leave No Trace in the Outdoors Leave No Trace PEAK and Teen Training Manuals, MasterEducator Handbook and otherpublications.Please contact the Leave No TraceCenter for Outdoor Ethics if youare interested in using a portion ofthese texts.The Leave No Trace Seven Principles & Copyright TextThe Leave No Trace Seven Principles and their supportingtext are copyrighted by the Leave No Trace Centerfor Outdoor Ethics. The Leave No Trace Center forOutdoor Ethics also has derivations of the principles thatcorrespond with various activities and environmentssuch as Frontcountry, Kids, Mountain Biking, HeritageSites, River Corridors, Fishing, Urban, Climbing, Hunting,International, and many others — all of which are alsocopyrighted by the Leave No Trace Center for OutdoorEthics.The Leave No Trace Seven Principles must always bereferred to as The “Leave No Trace Seven Principles.” TheCenter encourages use and publication of the Leave NoTrace Seven Principles including the following copyrightlanguage: 1999 by the Leave No Trace Center for OutdoorEthics: www.LNT.org.Private corporations, businesses, websites, or blogs mayuse the Leave No Trace Seven Principles with copyrightlanguage to promote the use of Leave No Trace, but arenot permitted to use the Leave No Trace logo, as thissuggests that the corporation, business, website or blog isa partner.The Leave No Trace Seven Principles and the copyrightedlanguage may not be altered. However, omitting of selectprinciples is permissible. For example, an organizationmay leave out the principle about minimizing campfireimpacts if campfires are not allowed in the designatedarea. The header when using a portion of the principlesshould read: “Leave No Trace Principles.” Please includethe following copyright language if you are using a portionof the Leave No Trace Seven Principles:The following are a selection from the Leave No TraceSeven Principles. 1999 by the Leave No Trace Centerfor Outdoor Ethics: www.LNT.org.18

ApplicationsThe Leave No TraceSeven Principles1. Plan Ahead and Prepare2. Travel and Camp on DurableSurfaces3. Dispose of Waste Properly4. Leave What You Find5. Minimize Campfire Impacts6. Respect Wildlife7. Be Considerate of OtherVisitorsThe Leave No Trace Seven Principles & Copyright TextPRINTED PUBLICATIONSDIGITIAL PUBLICATIONSFor guidebooks and other similar publications, usingthe copyrighted language of the Leave No Trace SevenPrinciples is permitted, as is use of the logo, howeverthe logo must appear above the Leave No Trace SevenPrinciples, and not on the outside of the book jacket orpublication. If a guidebook or publication has extensiveinformation on Leave No Trace, is using the logo or thecopyrighted Leave No Trace Seven Principles, a review ofthe publication is necessary by the Leave No Trace Centerfor Outdoor Ethics.Use of the copyrighted Leave No Trace Seven Principlesis permitted in blogs, on websites, and in online articles,as the Leave No Trace Center for Outdoor Ethics wantsto promote the principles to protect the outdoors byteaching and inspiring people to enjoy it responsibly. Adirect link to the Leave No Trace website and the Leave NoTrace Seven Principles is recommended.For questions or a review of projects, please contactinfo@LNT.org. For printed articles, the use of thecopyrighted Leave No Trace Seven Principles is permitted.However, contacting the Leave No Trace offices to ensureaccuracy of the copyrighted Leave No Trace SevenPrinciples is highly recommended. For questions, pleasecontact info@LNT.org.Personal discussion of the copyrighted Leave No TraceSeven Principles is permissible. Linking to the LeaveNo Trace website is recommended, as is verifying theaccuracy of the information with Leave No Trace Centerfor Outdoor Ethics or the Leave No Trace Seven Principlesonline. If a blog, website, or online publication extensivelyuses and discusses the Seven Principles of Leave NoTrace, a review may be necessary to ensure accuracy. Forquestions, please contact info@LNT.org.19

ApplicationsProductsThe logo my not be altered in any way, and is intendedfor use in conjunction with the Leave No Trace CenterFor Outdoor Ethics programs, partnerships, concepts,skills and ethics. It is not to be used as a selling point forproducts, and groups may not produce, sell or distributeproducts bearing the Leave No Trace logo or name as aprimary point of interest. Examples include Leave No Traceapps, vehicles, backpacks, patches, t-shirts, educationalmaterials, outdoor gear, books, websites and othermerchandise.The words “Leave No Trace” cannot be configured intoart, logos, patches, t-shirts or other artistic renderings.Products cannot be named “Leave No Trace” products, asit suggests a formal endorsement.If the Leave No Trace name or logo does appear directly ona product, it must first be approved by the Leave No TraceCenter for Outdoor Ethics, and a royalty, independent ofpartnership dues, must also be arranged (note: this optionis available to current corporate partners in good standingonly). For this purpose, please use the Leave No TraceProud Partner logo.*Leave No Trace benefit products are permissable throughformal agreement with Leave No Trace.20

ApplicationsSignageFEDERAL LANDThe use of the Leave No Trace logo and the copyrightedLeave No Trace Seven Principles ( 1999 by the LeaveNo Trace Center for Outdoor Ethics: www.LNT.org) areavailable to the below agency partners and are applicableto all of their lands and waterways. Federal agencies arepermitted to use the logo with the Center’s name, as wellas the website, lnt.org.The Leave No Trace Center for Outdoor Ethics has aMemorandum of Understandings with the followingfederal and state land management agencies:STATE PARKS, STATE LANDS,MUNICIPALITIES, PRIVATE AND OTHERLANDSThough the Leave No Trace Center for Outdoor Ethicsstrongly encourages these entities to join the LeaveNo Trace program as partners (www.LNT.org/about/parks-municipalities), a contingency is given for onsitesignage. The Leave No Trace Center for Outdoor Ethicsdoes provide packaged logo and Leave No Trace SevenPrinciples art to these groups, specifically for onsite signs.Please inquire at info@LNT.org.National Park ServiceBureau of Land ManagementUSDA Forest ServiceUS Fish and Wildlife ServiceUS Army Corps of Engineers21

ApplicationsOther UsesEducational PurposesFor educational purposes, logo use is permissible by nonpartners with consent from the Leave No Trace Centerfor Outdoor Ethics. Particularly when accompanying theLeave No Trace Seven Principles, logo use in guidebooks,for articles, textbooks, etc.Non-partner websites are not acceptable examples ofeducational use of the Leave No Trace logo.Please email a description of your project, book, or textwhere the logo will appear to the Leave No Trace Centerfor Outdoor Ethics for review at info@LNT.org.The Leave No Trace NameAny company, organization, group or agency that wantsto use the Leave No Trace name in their publicationsand materials must be a current, official partner in goodstanding. Though the Leave No Trace Center for OutdoorEthics encourages all efforts to extend its message to thebroadest possible audience, the term “Leave No Trace”is intended for the specific programs, publications andproducts of the Leave No Trace Center for Outdoor Ethics.Thus, using or promoting the term Leave No Trace is notpermissible as a selling point for products, companies,organizations, publications or websites.Using the Leave No Trace name in conjunction with a socialmedia group or regional group is not permissibleTraining & CoursesLeave No Trace Master Educators and Trainers may usethe Leave No Trace logo to publicize a Leave No TraceTrainer Course or Awareness Workshop, if they arecurrent members of the organization. Events organized inconjunction with Leave No Trace for the Subaru/Leave NoTrace Traveling Trainers may use the Leave No Trace logo.Please contact the Leave No Trace Center for OutdoorEthics to receive a current logo for this purpose.The Leave No Trace logo is not available to MasterEducators and Trainers for the production of merchandise,clothing or course give away pieces.22

ApplicationsThe Language of Leave No TraceWhen referencing Leave No Trace in text, the name shouldalways be spelled out. Do not use LNT.The organization that administers the Leave No Traceprogram is called the Leave No Trace Center for OutdoorEthics.When referencing the copyrighted Leave No Trace SevenPrinciples in text, the principles should never be labeledas rules, but always as principles or guidelines. Theyshould always be referred to as the Leave No Trace SevenPrinciples.Leave No Trace Seven Principles1. Plan Ahead and Prepare2. Travel and Camp on Durable Surfaces3. Dispose of Waste Properly4. Leave What You Find5. Minimize Campfire Impacts6. Respect Wildlife7. Be Considerate of Other Visitors23

who to contactTo obtain a current Leave No Trace logo or forinformation regarding branding, logo use, textuse, or any other questions, please contact theLeave No Trace Center for Outdoor Ethics:info@LNT.orgLeave No Trace Center for Outdoor EthicsP.O. Box 997Boulder, CO 80304303-442-8222www.LNT.org24

the Leave No Trace logo — is not diluted by other insignia or artwork. Logo Variations The logo has three variations in regards to content — basic logo, logo and Center for Outdoor Ethics, logo and Center for Outdoor Ethics and URL — and three variations in regards to color — color, black, white, and gray scale. Logo Sizes

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