Primary Logo
This is the Primary Logo. The logo
must be resized proportionately, never
stretched. The Logo can be used in black
on light backgrounds, or white on dark
backgrounds.
Download Logos
2.1
logos
Created by photographer KT Merry as a means of creating connection across species and borders, Render Loyalty seeks to support solutions to the perils facing our world’s animals. Through fine art film photography of threatened species in the wild, Render Loyalty aims to bring the conversation and hope of conservation to your most sacred of places- your home.
Each purchase directly supports the invariable work of the world’s leading wildlife conservancies, in turn inspiring hope, cultivating awareness and ensuring a future for the magnificent animals we love.
Render Loyalty seeks to support solutions to the perils facing our world’s animals.
Contents
1.0
2.0
3.0
4.0
5.0
6.0
The Brand
Logos
Color Palette
Typography
Imagery
Application
Click a section to take you there.
7.0
Website
This document contains all of Render Loyalty's brand assets and outlines how best to use them. Think of these guidelines as a toolkit for building and refining the RL brand, and as a framework for developing all communications and marketing materials.
Mission
Our mission can be thought of as the actions we take every day to bring about the vision.
threatened wildlife
We boldly tell the stories of through fine art photographs donating 20% of all sales to generate awareness and financial support for the dedicated organization protecting them.
1.1
The Brand
Through a lens of loyalty and film photography
We boldly tell the stories of through fine art photographs donating 20% of all sales to generate awareness and financial support for the dedicated organization protecting them.
threatened wildlife
Women (+ men), aged 25-55; in NY and LA mostly
Persona 1 - The Animal Advocate
The Animal Advocate
BEHAVIORS
Care about + follow current news in threatened + endangered animals; seek out companies that align with their advocacy values; foster + adopt animals
GOALS
to help + make a difference for wildlife
PAIN POINTS
There are very few ways for animal activists to make actionable change on issues they view as dire. Too many choices when it comes to donating to foundations can be overwhelming.
BUYING PATTERNS
Will spend more to support the cause, but equally (or more?) drawn to other actions to support
KEY MESSAGING FROM KT
"Spread awareness + save wildlife when you purchase a fine art print that will last generations."
"Your support directly impacts our conservation partners and the animals they protect."
"Take the guesswork out of donating and gift yourself the gift of art."
01/03
women aged 25-45 on the East and West coasts
Persona 2 - The Elephant-Lover
The Elephant-Lover
BEHAVIORS
pet owner; loves nature; elephant foster; LOVE elephants + adorable wildlife
GOALS
to love and be loved by animals
PAIN POINTS
The photography of elephants currently on the market don’t have enough movement, heart, storytelling ability. They desire a more customized or personal feeling to their artwork within their home.
BUYING PATTERNS
saving up and making the one-off splurge; or just a follower/admirer?
KEY MESSAGING FROM KT
"Support the irresistibly adorable elephants you love by giving a special gift or treating yourself."
02/03
interior designer with an animal-conscious client
Persona 3 - The Designer
The Designer
BEHAVIORS
seeks artwork for with clients’ values in mind
GOALS
rare (limited edition), quality artwork that ‘does good’ at a discount
PAIN POINTS
They are inundated and overwhelmed with options in regards to wall decor, from mirrors and decals to paintings and photography. Narrowing their scope to KT’s prints as viable decor options is a feat.
BUYING PATTERNS
sourcing artwork + decor from multiple vendors
KEY MESSAGING FROM KT
"Limited edition fine art that reflects client’s values + does good for wildlife and the planet; discounts on a collection (more than 2 pieces.)"
03/03
Brand Personality
Our brand is characterized by the
following keywords. These keywords
drive the direction and vision of
the brand design.
How we'd like our customer to describe Render Loyalty to a good friend.
Impactful
Adventurous
Storytelling
Conscious
Conversation Starting
1.3
The Brand
Secondary Logos
This is the Secondary Logo. The logo
must be resized proportionately, never
stretched. The Logo can be used in black
on light backgrounds, or white on dark
backgrounds.
2.2
logos
Download Logos
Brand Stamps
2.3
Logos
This is the Brand Stamp and Variations.
Brand Stamp must be resized proportionately, never stretched. Brand Stamp can be used in black on light backgrounds, or white on dark backgrounds, or in contrasting brand colors.
Download Logos
Logo Clear Space
2.4
Logos
Clear space is the area surrounding our
logos that must be kept free of any
text or graphic elements. By leaving space
around the logo, we make sure it stands out
on all our communications. The minimum
clear space is at least 50% of the height of the
entire graphic element.
It is sometimes necessary to increase
and decrease the element depending on
the print area. Always keep in proportion.
Always ensure the text is legible.
Download Logos
Brand Colors
3.1
Color Palette
Our brand is underpinned with a color
palette based on grounding neutrals that allow the photographic work to be the central focus.
PRINT
CMYK are used to print
the designs.
SCREENS
Not all RGB colors render the same online.
Therefore we recommend the use of
hexadecimal colors when applying colors to
screen.
BLACK
HEX #000000
R 0 G 0 B 0
C 0% M 0% Y 0% K 100%
IRON
HEX #848484
R 132 G 132 B 132
C 0% M 0% Y 0% K 48%
SHADOW
HEX #9e9e9e
R 158 G 158 B 158
C 0% M 0% Y 0% K 38%
FOG
HEX #e2e2e2
R 226 G 226 B 226
C 0% M 0% Y 0% K 11%
WHITE SMOKE
HEX #f3f3f3
R 243 G 243 B 243
C 0% M 0% Y 0% K 5%
WHITE
HEX #ffffff
R 255 G 255 B 255
C 0% M 0% Y 0% K 0%
Primary Typeface
4.1
Typography
Quarto Light is our primary brand typeface. Our typography is as impactful and elegant as we are.
Typography is a key element in our brand. It works to maintain consistency, create clarity and provide equity to our brand. It is important to adhere to the typographic hierarchy specified in this brand guide to help achieve brand consistency.
ÀÁÂÃABCDEFGHIJKLM
NOPQRSTUVWXYZ
àáâãäåabcdefghijklmn
opqrstuvwxyz
1234567890
!@#$%^&*()+
ÆÇÈØ£×ßåæç
Quarto Light
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ÀÁÂÃABCDEFGHIJKLM
NOPQRSTUVWXYZ
àáâãäåabcdefghijklmn
opqrstuvwxyz
1234567890
!@#$%^&*()+
ÆÇÈØ£×ßåæç
Quarto Light Italic
Secondary Typeface
4.2
Typography
Sweet Sans Pro Regular / Medium is our secondary brand typeface, it should be used in all instances where Subheading and Body typography is required. It is a simple, clean and legible typeface that compliments our logo.
ÀÁÂÃABCDEFGHI
JKLMNOPQRST
UVWXYZ
àáâãäåabcdefghij
klmnopqrstuvwxyz
1234567890
!@#$%^&*()+
ÆÇÈØ£×ßåæç
Sweet Sans Pro
Download fonts
Handwritten Typeface
4.2
Typography
Bon Vivant is to be used in very small doses for a handwritten touch.
À B C D E F G H I
J K L M N O P Q
R S T U V W X Y Z
åabcdefghijklmnopqrstuvwxyz
1234567890
!@#$%&*()+
Bon Vivant
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Use of Type
4.3
Typography
One of the most important techniques for effectively communicating content is the use of typographic hierarchy. Typographic hierarchy is a system for organizing type that establishes an order of importance within the data, allowing the reader to easily find what they are looking for and navigate the content. It helps guide the reader’s eye to where a section begins and ends, whilst enabling the user to isolate certain information based on the consistent use of style throughout a body of text. It is important to maintain these type pairings. This allows for clarity, consistency and a strong hierarchy for all communications.
Headings & Pull Quotes
Quarto Light/Italic is to be used for all headings and pull quotes.
Subheadings
Sweet Sans Pro Medium is to be used for subheadings.
Body Copy & Captions
Sweet Sans Pro Regular is to be used for body copy and captions and when a more delicate font is required.
Buttons & CTA’s
Sweet Sans Pro Medium is to be used for all buttons and
call to actions.
Handwritten Aspects
Bon Vivant is to be used in small doses for a handwritten touch.
Heading Font
Sweet Sans Pro Regular is to be used for body copy. Cookie dessert chocolate gummi bears oat pie donut chocolate bar macaroon muffin. Marzipan jujubes danish oat cake wafer oat cake pie chocolate bar gummies.
Heading Font
Sweet Sans Pro Regular is to be used for body copy. Cookie dessert chocolate gummi bears oat pie donut chocolate bar macaroon muffin. Marzipan jujubes danish oat cake wafer oat cake pie chocolate bar gummies.
SUBHEADING FONT
BUTTON FONT
“Quarto Light Italic is to be used for pull quotes.”
Bon Vivant - A note from Render Loyalty founder.
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Imagery
5.1
IMAGERY
Brand Imagery should be clear that photography is for purchase and can help the viewer create the environment they desire, while having impact.
Download BRAND PHOTOS
Notecard + Envelope
6.1
Application
This is an example of how our
branding would be best applied to
maintain consistency of look and
feel on our Notecard + Envelope to be included with all print orders.
Download collateral
Gift Cards
6.2
Application
This is an example of how our
branding would be best applied to
maintain consistency of look and
feel on our Gift Cards.
Download collateral
Certificate of Authenticity
6.2
Application
This is an example of how our
branding would be best applied to
maintain consistency of look and
feel on our Certificate of Authenticity.
Download collateral
E-Commerce Website
7.1
Application
This is how our
branding would be best applied to
maintain consistency of look and
feel in the digital space.
visit live website