American Forests

Official Websites

• http://americanforests.org
• http://www.americanforests.org

Brand Guidelines

2022

Brand Summary

Mission

• American Forests creates healthy and resilient forests, from cities to large landscapes, that deliver essential benefits for climate, people, water and wildlife. The mission is advanced through forestry innovation, place-based partnerships to plant and restore forests, and movement building.

Core Values

• Be an innovation leader in forestry
• Expand beyond limitations of ‘just planting trees’
• Be leading edge and credible
• Be bold, dynamic and proud
• Embody scientific certainty
• Lead with social equity
• Collaborate with diverse stakeholders

Target Audience

• Audiences concerned with environmental health, climate change, social equity, water, and wildlife, including communities impacted by inequity, policy makers, partners, and individuals interested in forestry and conservation.

Personality Traits

• Bold
• Dynamic
• Proud
• Fierce
• Science-based
• Servant leader
• Collaborative

Visual Identity Overview

• The visual identity is modern, clean, and nature-focused, featuring a stylized logo with symmetrical, layered elements in shades of green, blue, and yellow. The design system includes accessible color palettes, geometric sans serif typography, abstract and topographical graphic elements, and iconography representing climate, equity, wildlife, and water. Imagery standards emphasize diverse, action-oriented, and landscape-rich visuals.

Categories

Brand Voice

• Compliance with these guidelines is an important part of building the American Forests visual brand. Our ability to execute communications and marketing with a consistent brand voice -both verbally and visually -will help to create a more engaging experience for all with whom we interact.
• Climate change as a topic often brings out feelings of hopelessness or fatalism. So while some degree of “crisis framing” is okay as a means of communicating urgency, these messages need to be balanced with solutions — particularly specific examples of how the situation has improved in specific areas due to policy change or tree planting programs. That way, American Forests’ ideal future isn’t perceived as a fairytale.
• American Forests advocates for systems-change on many of the issues it exists to solve. Messages about systemic issues need to engage audiences with systemic calls-to-action — often this involves supporting policies or elected officials, or learning more deeply about the problem. So while individual-focused calls-to-action, such as donation or membership links, will be an integral part of American Forests’ website experience, they’ll need to be balanced with ways for audiences to contribute to systemic change.
• Research has shown that framing both climate change and racial equity with facts and “hard truths” divides people into their existing ideological trenches. American Forests can avoid that reality and increase support for its work by framing communications about the environment and equity with ideas of equal opportunity for all. Rather than sanitizing the issue, this framing mechanism ensures that even more audiences will stick with you as communications moves into more difficult topics.
• American Forests is very familiar with the issues it works to solve — but some of your audiences might have a less complex understanding of those same issues. When discussing social and racial equity in particular, communications need to take the time to explain the inequity. Without a detailed explanation of its causes and implications, audiences tend to fall back on subconscious biases to explain the gaps.
• The systems, structures and policies we advocate for and against are real, and so are the people that create, perpetuate and disrupt them. Tell the stories of those people. Use terms that conjure images of people, rather than abstract concepts or structures. This is especially useful when communicating about contentious, controversial or complex problems like climate change. Climate change is more than just its impact on the planet and its ecosystem. It affects how people produce and consume food, how and where we work and play, and the quality of the air we breathe. Humanizing the problem is the first step to humanizing the solution.
• When science and research justify one’s position, it can be easy to rely purely on the data to make our case for us. Research shows when facts don’t fit the frame, audiences reject the facts, not the frame. When audiences are presented with irrefutable evidence of the error in their thinking, the human reaction is to question the evidence. Data is effective in influencing mindsets when presented within an alternative frame.
• While we may take for granted that most Americans understand the connection between carbon dioxide-reducing trees and the slowing of climate change, research shows that when such concepts are carefully explained -through a cause-and-effect model -audiences more readily grasp necessary solutions and see their role in those solutions. This means more than just stating that trees and forests can deliver needed carbon dioxide reductions, but going a step further and stating how. This can be done in layman’s terms without having to get too wonky or technical. Rather than sanitiz­ing the issue, this framing mechanism ensures that even more audiences will stick with you as communications moves into more difficult topics.
• Climate advocates need to energize and mobilize people to support a big vision, without appearing to be advocating for the impossible. American Forests can do this by emphasizing how much we can achieve despite difficulty (pragmatism) and by not framing solutions with how much we need to sacrifice or remove from our lives. Balance “bold and necessary” with “feasible and possible.” Show that we have choices: We can choose to invest now in sustainable energy sources, or we can miss yet anoth­er opportunity to act boldly for our shared future. Highlight collective actions that can alleviate climate concerns.
• Social impact storytelling is at its best when it meets audiences where they’re at, and strives to create a change beyond the words on a page. In order to establish a consistent brand narrative for American Forests’ work on social equity and climate change, we’ve outlined a flexible “waterfall” framework that can be repeated across touchpoints and media.
• Lead with the shared value that all Americans, regardless of ZIP code, should have the opportunity to live in a healthy community.
• Then, introduce the inequity central to American Forests’ work: In America’s cities, this opportunity has not been equally distributed. Use asset framing to refer to the communities impacted by this inequity. Try to introduce systems as the antagonists in this story who contribute to the problem.
• Describe this inequity and the systems involved in detail and explain why it’s a problem for individuals, communities and societies. Use data to make the case for the urgency of this problem. American Forests’ boldness comes in here, by shining a light on details that are often left unsaid.
• Introduce solutions to this inequity, describing not only how they would work but also providing examples of how this solution has been successful elsewhere.
• Pair solutions with concrete actions audiences can take to support this change — both individual actions such as donations, and systemic actions such as policy support/advoca-cy. This is an opportunity to advocate for American Forests’ science and research work and to elevate the work of your partners.
• Lead messages about climate change with the value of protecting the places we all depend on from being harmed. Frame this as collective action we can take to protect ourselves, each other and future generations rather than reversing existing damage.
• Then, introduce the specific climate-related challenge being talked about, forest loss for example, implicating the systems that perpetuate the issue.
• Describe this challenge in greater detail, being sure to clearly explain the relationship between phenomena — in this case, the relationship between trees and climate change. Explain both the systemic nature of this problem and how this problem impacts people’s lives. This is where data should be incorporated to support the case you’re already laying out.
• Introduce solutions to this issue, describing not only how they would work but also providing examples of how this solution has been successful elsewhere. Data can be powerfully used here, too, to demonstrate measurable improvements.
• Pair solutions with concrete actions audiences can take to support this change — both individual actions such as donations, and systemic actions such as policy support/ad-vocacy. This is a good opportunity to promote American Forests’ climate research, science and policy work — and in doing so, balance solutions that are “bold and necessary” with “feasible and possible.”

Brand Imagery

• American Forests is an image-rich brand. Images help to convey the mission, vision and values of the brand in a simple and easily digestible way.
• We have nine main themes to ensure images selected communicate the diverse aspects of the brand.
• Photo Credit Convention: When crediting photos we use 3 naming options. The photographer’s name is always first, followed by the organization. This could be commissioned photographers for American Forests, stock imagery found on the internet or partner/associate images.
• Examples: • John Smith / American Forests • John Smith / Shutterstock • John Smith / The Nature Conservancy
• Aerial Shots Communicates the vastness of our work, in a large forest landscape or urban setting.
• Detail Shots Zooms into the details that evoke the feeling of being within the forest of the details of the work itself.
• Before and After Shots Reveals how our work has impacted a landscape over time.
• People in Action Shots Captures the activities that people do, whether at work or in the forest.
• Large Landscape Shots Brings the classic and familiar view of forest landscapes in order to convey place and environment.
• Cityscape Shots Emphasizes the presence of trees in everyday urban life and settings.
• Wildlife Shots Showcases animals within the forest and connects to the idea of the diversity of forest life.
• Climate Events Shots Illuminates the reality of how climate change is impacting forests through wildfire, extreme heat, pests and diseases.
• Archive Shots Zooms into the details that evoke the feeling of being within the forest of the details of the work itself.
• Aerial Goal To communicate the vastness of the work, in a large forest landscape or urban setting. Aerial shots are an ideal visual vehicle to capture the magnitude of the areas positively impacted by American Forests’ work.
• Tips • Create or find interesting images that develop patterns through repetition but have a focal point or clear area of visual interest. • Limit place-based images to within United States.
• Detail Goal To offer the viewer a zoomed-in view that translates specific elements of American Forests’ work or evokes the feeling of being in a forest. These details can range from images of people planting trees to convey action, to texture-based images of bark or vegetation which can complement the graphic design.
• Tip • Create or find interesting images. Be mindful of unfocused elements when capturing details.
• Before and After Goal To clearly depict how our work has impacted a landscape over time. This can provide a tangible visualization of our tree planting and reforestation efforts on a long-term scale.
• Tips Use shots from before a planting or right after a climate event in comparison to an after shot following a planting or reforestation effort. • When possible, utilize a variety of after shots from various time­frames post planting to convey long-term results. • It’s important to get shots of the same exact locations over time.
• People in Action Goal To capture people being active, whether at work or in the forest. This is an opportunity to humanize the brand.
• Tips • Create or find interesting images which reflect people in action. These can be photos of people enjoying the forests or working in the fields. • Look for diversity in race, age and gender. • Make sure the person’s face is always visible and avoid pictures of people’s backs.
• Large Natural Landscape Goal To bring in a classic and familiar view of forest landscapes to convey place and environment.
• Tips • Create or find interesting images which capture the beauty of nature. • Look for images that are rich in saturation, light and visual interest. • Avoid sunset pictures.
• Cityscape Goal To emphasizes the presence, or lack thereof, of trees in everyday urban life and settings.
• Tips • Look for images that convey the intersection of trees and urban infrastructure. • Use images that emphasize a lack of trees to express the need for Tree Equity. • Prioritize shots that include people interacting with greenspaces.
• Wildlife Goal To bring in a classic and familiar view of forest landscapes to convey place and environment.
• Climate Event Goal To illuminate the reality of how climate change is impacting forests though wildfire, extreme heat, pests and diseases.
• Tips • Look for images that show the effects that climate change is having on forests. • Use images that vividly portray climate effects to empha­size a sense of urgency in addressing the threat. • Prioritize shots that depict the vastness of impact on a landscape. • When possible, look for images of areas reforested decades earlier following a climate event (Example: Tillamook Fire reforestation in Oregon).
• Archive Goal To uncover the rich history and legacy of American Forests by curating images that best represent the past efforts of the organization.
• Tips • Avoid highly deteriorated images. • Make sure images are scanned in high resolution. • When possible, color correct the images digitally.

Color Palette

• Forest Green: This grounding green is considered the color of nature, and it brings out emotional harmony, stability and endurance. It is associated with refreshment and peace. It can help people feel rested and secure.
• Deep Forest Blue: The color of empowerment, navy blue is a color that represents loyalty, peace, confidence and success. It is also associated with depth, expertise and stability.
• American Forests Green: Mint is a vibrant, light shade of green. Lighter shades of green, such as mint, also represent tranquility, health and good luck. They are associated with freshness and creativity.
• Forest Floor Beige: As a softer, warmer form of white, beige represents simplicity and serenity. Beige is unpretentious and is a great supporting color. Beige, when in the presence of other hues, helps to accentuate them.
• #005251 CMYK 91 46 61 34 RGB 0 82 81 Pantone Solid Uncoated = 329 U Pantone Solid Coated = 7719 C
• #0B193B CMYK 100 89 42 55 RGB 11 25 59 Pantone Solid Uncoated = 281 U Pantone Solid Coated = 281 C
• #26D780 CMYK 68 0 76 0 RGB 38 215 128 Pantone Solid Uncoated = 353 U Pantone Solid Coated = 7479 C
• #FFFFF CMYK 0 0 0 0 RGB 255 255 255 #FAF8F7 CMYK 2 2 2 0 RGB 249 247 246
• We have a broader selection of secondary colors which can support the American Forests brand. We want a strong contrast, so the supporting colors should compliment but not substitute the primary colors.
• #004346 CMYK 91 58 65 43 RGB 0 67 66 *for use as darker shade of green on tree patten graphics ONLY
• #006838 CMYK 90 33 100 25 RGB 0 104 56
• #019851 CMYK 86 13 100 2 RGB 1 152 81
• #14E1D2 CMYK 65 0 20 0 RGB 20 225 210
• #E9FBF2 CMYK 9 0 7 0 RGB 233 251 242
• #E1DCD5 CMYK 11 11 14 0 RGB 225 220 213
• #F2C127 CMYK 2 26 100 0 RGB 242 193 39
• #E94D4D CMYK 0 91 73 0 RGB 233 77 77
• Whenever possible, use the primary logo colorway. Here are options for exceptions or specific use cases*: Primary Logo / Knockout can be used on an image background. If the background image is too light or too busy, apply a black 20% opacity tint overlay on top of the image so the logo is legible.
• One-Color Light Green + One-Color Forest Green should only be used when two colors aren’t permitted.
• One-Color Black should be used only when a third party partner asks for a single color logo. The logo can also be used on documents that will be printed in black and white.
• *all of the options shown may be applied to the primary and secondary lockups as well as the mark
• Light Green using 45% screen for left side of mark
• Forest Green using 50% screen for left side of mark
• Black using 40% screen for left side of mark
• Knockout using 35% light green for right side
• Knockout using 10% black for right side.
• Knockout using 40% forest green for right side
• Knockout using 30% black for right side
• Do not alter the colors of the logo beyond the approved versions outlined on page 17
• These are the main color combinations that clearly signify the presence of American Forests’ brand. The combination of colors are accessibility compliant.
• Turn first to American Forests’ primary and secondary color palette
• Forest Green is a nice background, but a neutral background -e.g., Forest Floor Beige or White -will support the addition of multiple colors on the chart
• Use neutral greys (or white on a dark background) liberally -for text, labels or supporting data
• Use Forest Green as the identifier -if not the background, use Forest Green for header elements
• There is a universal rule to use red to communicate negative or low data, green for growth and yellow to highlight.

Typography

• The logotype uses a geometric sans serif typeface to complement the mark. The typeface’s strong structure helps audiences identify with the scientific-based face of the brand. While other elements of the typeface, such as the circle “i” and the low horizontal lines of the capital “A” make it approachable and friendly.
• Type plays an important role in the American Forests brand system by creating visuals that feel consistent with the brand.
• Primary Typeface: GT Walsheim, this typeface is meant for headlines and short introductory paragraphs.
• Secondary Typeface: Miller Text, this typeface is meant for body text, it is necessary in long format texts.
• If you have questions about accessing our default fonts, please contact rpatricio@americanforests.org.
• We always encourage the use of the primary brand fonts listed on the previous page. But when access to the primary fonts is not possible, these are good default alternatives.
• Instead of GT Walsheim Arial Bold is the sans serif alternative typeface.
• Instead of Miller Text Georgia is the serif alternative typeface.
• Utilizing the condensed GT Walsheim type style can help in composing within tight spaces.

Logo Usage

• Two orientations of the logo have been created for use depending on the proportion of space in which the logo will apear. When possible, use the primary lockup, but for more vertical or square spaces, the secondary lockup may be used.
• In order to preserve the integrity of the new logo, maintain the rotation, size and color palette of the logo.
• Follow proper spacing guidelines, see page 15 for more details.
• Always use only the color backgrounds established in the guide.
• The American Forests mark refers to the icon and can be used on its own in the context of the brand. The logo is the composi­tion of the mark and the name. The intention is that the mark will be interchangeable with the logo over time. The mark can also be used in the same application alternatives as the logo.
• To preserve the integrity of the logo, it is important to have clear space around the logo and have no other graphic elements intrude on its space. The clear space is calculated by taking the height of the name, which is then applied to all sides around the logomark and wordmark.
• Whenever possible, use the primary logo colorway. Here are options for exceptions or specific use cases*: Primary Logo / Knockout can be used on an image background. If the background image is too light or too busy, apply a black 20% opacity tint overlay on top of the image so the logo is legible. One-Color Light Green + One-Color Forest Green should only be used when two colors aren’t permitted. One-Color Black should be used only when a third party partner asks for a single color logo. The logo can also be used on documents that will be printed in black and white. *all of the options shown may be applied to the primary and secondary lockups as well as the mark
• Do not use a solid tone for the mark
• Do not use solid white for the mark
• Do not change the word mark language
• Do not add a tagline
• Do not reverse the logo placement
• Do not add a stroke around the logo
• Do not change the wordmark typeface
• Do not rotate the logo
• Do not alter the proportions of the logo
• Do not stretch the logo
• Do not alter the colors of the logo beyond the approved versions outlined on page 17
• Do not add a drop shadow

Tone And Messaging

• Balance urgency with efficacy Climate change as a topic often brings out feelings of hopelessness or fatalism. So while some degree of “crisis framing” is okay as a means of communicating urgency, these messages need to be balanced with solutions — particularly specific examples of how the situation has improved in specific areas due to policy change or tree planting programs. That way, American Forests’ ideal future isn’t perceived as a fairytale.
• Encourage audiences to take systemic action American Forests advocates for systems-change on many of the issues it exists to solve. Messages about systemic issues need to engage audiences with systemic calls-to-action — often this involves supporting policies or elected officials, or learning more deeply about the problem. So while individual-focused calls-to-action, such as donation or membership links, will be an integral part of American Forests’ website experience, they’ll need to be balanced with ways for audiences to contribute to systemic change.
• Guide people to the difficult topics Research has shown that framing both climate change and racial equity with facts and “hard truths” divides people into their existing ideological trenches. American Forests can avoid that reality and increase support for its work by framing communications about the environment and equity with ideas of equal opportunity for all. Rather than sanitizing the issue, this framing mechanism ensures that even more audiences will stick with you as communications moves into more difficult topics.
• Explain the roots of inequity American Forests is very familiar with the issues it works to solve — but some of your audiences might have a less complex understanding of those same issues. When discussing social and racial equity in particular, communications need to take the time to explain the inequity. Without a detailed explanation of its causes and implications, audiences tend to fall back on subconscious biases to explain the gaps.
• Humanize the problem and the solutions The systems, structures and policies we advocate for and against are real, and so are the people that create, perpetuate and disrupt them. Tell the stories of those people. Use terms that conjure images of people, rather than abstract concepts or structures. This is especially useful when communicating about contentious, controversial or complex problems like climate change. Climate change is more than just its impact on the planet and its ecosystem. It affects how people produce and consume food, how and where we work and play, and the quality of the air we breathe. Humanizing the problem is the first step to humanizing the solution.
• Use data to bolster a claim, not as the claim itself When science and research justify one’s position, it can be easy to rely purely on the data to make our case for us. Research shows when facts don’t fit the frame, audiences reject the facts, not the frame. When audiences are presented with irrefutable evidence of the error in their thinking, the human reaction is to question the evidence. Data is effective in influencing mindsets when presented within an alternative frame.
• Explain the connection between trees and climate change While we may take for granted that most Americans understand the connection between carbon dioxide-reducing trees and the slowing of climate change, research shows that when such concepts are carefully explained -through a cause-and-effect model -audiences more readily grasp necessary solutions and see their role in those solutions. This means more than just stating that trees and forests can deliver needed carbon dioxide reductions, but going a step further and stating how. This can be done in layman’s terms without having to get too wonky or technical. Rather than sanitiz­ing the issue, this framing mechanism ensures that even more audiences will stick with you as communications moves into more difficult topics.
• Frame the future, not the past Climate advocates need to energize and mobilize people to support a big vision, without appearing to be advocating for the impossible. American Forests can do this by emphasizing how much we can achieve despite difficulty (pragmatism) and by not framing solutions with how much we need to sacrifice or remove from our lives. Balance “bold and necessary” with “feasible and possible.” Show that we have choices: We can choose to invest now in sustainable energy sources, or we can miss yet anoth­er opportunity to act boldly for our shared future. Highlight collective actions that can alleviate climate concerns.
• Social impact storytelling is at its best when it meets audiences where they’re at, and strives to create a change beyond the words on a page. In order to establish a consistent brand narrative for American Forests’ work on social equity and climate change, we’ve outlined a flexible “waterfall” framework that can be repeated across touchpoints and media.
• “Don’t just talk, put substantive work on the table. Don’t just say the right things, do the right things.”
• Exposition: Lead with the shared value that all Americans, regardless of ZIP code, should have the opportunity to live in a healthy community.
• Inciting Incident: Then, introduce the inequity central to American Forests’ work: In America’s cities, this opportunity has not been equally distributed. Use asset framing to refer to the communities impacted by this inequity. Try to introduce systems as the antagonists in this story who contribute to the problem.
• Climax: Describe this inequity and the systems involved in detail and explain why it’s a problem for individuals, communities and societies. Use data to make the case for the urgency of this problem. American Forests’ boldness comes in here, by shining a light on details that are often left unsaid.
• Falling Action: Introduce solutions to this inequity, describing not only how they would work but also providing examples of how this solution has been successful elsewhere.
• Resolution: Pair solutions with concrete actions audiences can take to support this change — both individual actions such as donations, and systemic actions such as policy support/advoca-cy. This is an opportunity to advocate for American Forests’ science and research work and to elevate the work of your partners.
• Exposition: Lead messages about climate change with the value of protecting the places we all depend on from being harmed. Frame this as collective action we can take to protect ourselves, each other and future generations rather than reversing existing damage.
• Inciting Incident: Then, introduce the specific climate-related challenge being talked about, forest loss for example, implicating the systems that perpetuate the issue.
• Climax: Describe this challenge in greater detail, being sure to clearly explain the relationship between phenomena — in this case, the relationship between trees and climate change. Explain both the systemic nature of this problem and how this problem impacts people’s lives. This is where data should be incorporated to support the case you’re already laying out.
• Falling Action: Introduce solutions to this issue, describing not only how they would work but also providing examples of how this solution has been successful elsewhere. Data can be powerfully used here, too, to demonstrate measurable improvements.
• Resolution: Pair solutions with concrete actions audiences can take to support this change — both individual actions such as donations, and systemic actions such as policy support/ad-vocacy. This is a good opportunity to promote American Forests’ climate research, science and policy work — and in doing so, balance solutions that are “bold and necessary” with “feasible and possible.”

Brand Values

• Our Design Principles reflect the values with which American Forests embodies to reach our strategic goals. These principles inform all design decisions that support our goals to offer the best brand experience for our audiences. 1. Be an innovation leader in forestry. 2. Expand beyond limitations of “just planting trees.” 3. Be leading edge and credible. 4. Be bold, dynamic and proud. 5. Embody scientific certainty. 6. Lead with social equity. 7. Collaborate with diverse stakeholders.

Visual Style

• In order to preserve the integrity of the new logo, maintain the rotation, size and color palette of the logo.
• Follow proper spacing guidelines, see page 15 for more details.
• Always use only the color backgrounds established in the guide.
• To preserve the integrity of the logo, it is important to have clear space around the logo and have no other graphic elements intrude on its space. The clear space is calculated by taking the height of the name, which is then applied to all sides around the logomark and wordmark.
• Whenever possible, use the primary logo colorway. Here are options for exceptions or specific use cases*: Primary Logo / Knockout can be used on an image background. If the background image is too light or too busy, apply a black 20% opacity tint overlay on top of the image so the logo is legible. One-Color Light Green + One-Color Forest Green should only be used when two colors aren’t permitted. One-Color Black should be used only when a third party partner asks for a single color logo. The logo can also be used on documents that will be printed in black and white. *all of the options shown may be applied to the primary and secondary lockups as well as the mark
• Do not use a solid tone for the mark
• Do not use solid white for the mark
• Do not change the word mark language
• Do not add a tagline
• Do not reverse the logo placement
• Do not add a stroke around the logo
• Do not change the wordmark typeface
• Do not rotate the logo
• Do not alter the proportions of the logo
• Do not stretch the logo
• Do not alter the colors of the logo beyond the approved versions outlined on page 17
• Do not add a drop shadow
• Forest Green: This grounding green is considered the color of nature, and it brings out emotional harmony, stability and endurance. It is associated with refreshment and peace. It can help people feel rested and secure.
• Deep Forest Blue: The color of empowerment, navy blue is a color that represents loyalty, peace, confidence and success. It is also associated with depth, expertise and stability.
• American Forests Green: Mint is a vibrant, light shade of green. Lighter shades of green, such as mint, also represent tranquility, health and good luck. They are associated with freshness and creativity.
• Forest Floor Beige: As a softer, warmer form of white, beige represents simplicity and serenity. Beige is unpretentious and is a great supporting color. Beige, when in the presence of other hues, helps to accentuate them.
• #005251
• CMYK 91 46 61 34
• RGB 0 82 81
• Pantone Solid Uncoated = 329 U
• Pantone Solid Coated = 7719 C
• #0B193B
• CMYK 100 89 42 55
• RGB 11 25 59
• Pantone Solid Uncoated = 281 U
• Pantone Solid Coated = 281 C
• #26D780
• CMYK 68 0 76 0
• RGB 38 215 128
• Pantone Solid Uncoated = 353 U
• Pantone Solid Coated = 7479 C
• #FFFFF
• CMYK 0 0 0 0
• RGB 255 255 255 #FAF8F7
• CMYK 2 2 2 0
• RGB 249 247 246
• #004346
• CMYK 91 58 65 43
• RGB 0 67 66
• *for use as darker shade of green on tree patten graphics ONLY
• #006838
• CMYK 90 33 100 25
• RGB 0 104 56
• #019851
• CMYK 86 13 100 2
• RGB 1 152 81
• #14E1D2
• CMYK 65 0 20 0
• RGB 20 225 210
• #E9FBF2
• CMYK 9 0 7 0 RGB 233 251 242
• #E1DCD5
• CMYK 11 11 14 0
• RGB 225 220 213
• #F2C127
• CMYK 2 26 100 0
• RGB 242 193 39
• #E94D4D
• CMYK 0 91 73 0
• RGB 233 77 77
• These are the main color combinations that clearly signify the presence of American Forests’ brand. The combination of colors are accessibility compliant.
• Turn first to American Forests’ primary and secondary color palette
• Forest Green is a nice background, but a neutral background -e.g., Forest Floor Beige or White -will support the addition of multiple colors on the chart
• Use neutral greys (or white on a dark background) liberally -for text, labels or supporting data
• Use Forest Green as the identifier -if not the background, use Forest Green for header elements

Iconography

• Click title to access assets.

Layout And Composition

• In order to preserve the integrity of the new logo, maintain the rotation, size and color palette of the logo.
• Follow proper spacing guidelines, see page 15 for more details.
• Always use only the color backgrounds established in the guide.
• To preserve the integrity of the logo, it is important to have clear space around the logo and have no other graphic elements intrude on its space. The clear space is calculated by taking the height of the name, which is then applied to all sides around the logomark and wordmark.
• To ensure the logo appears as consistently as possible, we have identified the ways we don’t want the logo to appear. Applications listed here or similar versions are not permitted, for either the horizontal or vertical logo orientations, in the brand guidelines because they violate the logo’s integrity.
• Do not use a solid tone for the mark
• Do not use solid white for the mark
• Do not change the word mark language
• Do not add a tagline
• Do not reverse the logo placement
• Do not add a stroke around the logo
• Do not change the wordmark typeface
• Do not rotate the logo
• Do not alter the proportions of the logo
• Do not stretch the logo
• Do not alter the colors of the logo beyond the approved versions outlined on page 17
• Do not add a drop shadow

Data Visualization

• When visualizing data we can use brand assets, such as typog­raphy and color, to help tell a compelling story. As shown in the examples, the graphs can be displayed in color or off-color backgrounds.
• Utilizing the condensed GT Walsheim type style can help in composing within tight spaces.
• We can use the primary and secondary color palette freely and as required by the data. However, there is a universal rule to use red to communicate negative or low data, green for growth and yellow to highlight.
• Keep colors consistent
• Turn first to American Forests’ primary and secondary color palette
• Forest Green is a nice background, but a neutral background -e.g., Forest Floor Beige or White -will support the addition of multiple colors on the chart
• Use neutral greys (or white on a dark background) liberally -for text, labels or supporting data
• Use Forest Green as the identifier -if not the background, use Forest Green for header elements
• Be careful about highlighting data on a chart using color without explaination -use labelling/annotation to tell readers what to look at, to highlight a data point, and to quickly tell the story of the chart without the reader having to interpret any numbers
• Reduce clutter
• Truncate numbers where space is limited (e.g., years on x axis)
• Legends take up space and can be complicated to read -where possible use labels instead (e.g., label each line on a line chart, label or annotate your bars, etc.)

Additional Properties

Revenue History

Total Assets History