Born Free

📋 1 Guidelines

🔗 Connections

Sector

Ngo

Region

United kingdom

Guideline Year

2017

Language

English

Tags

Ngo

Official Websites

Brand Guidelines

2017

Brand Summary

Mission
  • Born Free is dedicated to helping all wild animals live a life free of captivity, campaigning passionately to save animal lives, stop their suffering, and protect species in the wild by keeping them in their natural habitats where they belong and can thrive [^1].
Core Values
  • Compassionate
  • Devoted
  • Dynamic
  • International
  • Dedicated to keeping wildlife in the wild
  • Empowering local communities
  • Campaigns worldwide to stop individual animal suffering
  • Protecting threatened species
  • Conserving habitats [^2]
Target Audience
  • The target audience includes the public, supporters, and local communities worldwide who are interested in wildlife conservation, animal welfare, and supporting campaigns to protect wild animals and their habitats [^3].
Personality Traits
  • Friendly
  • Open
  • Welcoming
  • Engaging
  • Serious
  • Impactful
  • Motivating [^3]
Visual Identity Overview
  • The visual identity centers on bold, high-contrast imagery of wild animals, especially the lioness Elsa, with a strong, recognizable logo in both linear and filled styles. The color palette is primarily black and orange, with secondary nature-inspired colors. Typography is bold and playful yet serious, using Born Free Sans and Helvetica Neue. Imagery always features animals in their natural habitats, emphasizing freedom and wildness. Layouts use strong color blocks, borders, and clear hierarchy to create impactful, accessible designs [^5].

Categories

Brand Voice
  • When writing about Born Free the tone of voice should be open, welcoming and engaging while underpinning our mission statement to stop individual animal suffering.
  • It is also important to include a call to action to engage and inspire people to support Born Free. Consider these key phrases and words when writing for the charity: • Dynamic • International • Devoted • Compassionate • Campaigns worldwide to stop individual animal suffering, protect threatened species and conserve habitats • Dedicated to keeping wildlife in the wild • High profile campaigns • Works with local communities so we can work with them to protect indigenous species without conflict • Empowers local people to feel like ‘stakeholders’ in the future of the animals they live beside
Brand Imagery
  • We have chosen a specific set of images that show the beauty of the animals we work to protect in their natural surroundings.
  • The pictures and images we use will always show the animal free and enjoying its indigenous habitat to emphasise the positive work our campaigns do to ensure these creatures can live as they should -in the wild.
  • In all our images the animal must be the focus and the hero of the landscape.
Color Palette
  • The core colours of Born Free are black and orange. These ensure our logo and branding maintain maximum impact.
  • A secondary palette of colours, that represent the environments we work in, can be used as and when needed. The Pantones of these colours have been specifically chosen for their vibrancy and organic tones so they pair perfectly with our Elsa logo. lt is therefore important that they are not altered in any way.
  • PRIMARY PALETTE IFRE( BORN FREE BLACK BORN FREE ORANGE 100% Black Pantone 130 Uncoated Pantone 130 Coated C:00 M:31 Y:90 K:00 C:00 M:32 Y:100 K:00
  • IFRE( EARTH SUNSET Pantone 731 Uncoated Pantone 732 Coated Pantone 193 Uncoated Pantone 194 Coated Pantone 114 Uncoated Pantone 116 Coated C:17 M:49 Y:86 K:30 C:16 M:69 Y:100 K:71 C:03 M:89 Y:49 K:09 C:08 M:100 Y:55 K:37 C:00 M:07 Y:93 K:00 C:00 M:14 Y:100 K:00 ■iFREE. GRASS SKY HAZE Pantone 377 Uncoated Pantone 377 Coated Pantone 646 Uncoated Pantone 646 Coated Pantone 7528 Uncoated Pantone 7529 Coated C:44 M:03 Y:98 K:20 C:50 M:01 Y:100 K:20 C:62 M:30 Y:10 K:04 C:72 M:31 Y:03 K:12 C:03 M:06 Y:09 K:10 C:07 M:14 Y:20 K:22
Typography
  • Born Free Sans is the main font that should be used in all Born Free material. This bold but playful typeface reflects our friendly, open approach but with a serious, impactful undertone, that helps motivate people to support us.
  • To create hierarchy and pace in text, Helvetica Neue Bold and Helvetica Neue Light are to be used to offset the main font. Helvetica Neue is a Sans Serif typeface that is timeless, neutral and extremely legible, making it ideal for the Born Free brand.
  • Our alternative typeface is Arial – please use this as the default replacement when producing documents in Microsoft Office applications.
  • Heading, Born Free Sans
  • Introduction, Born Free Sans
  • Body copy, Helvetica Light 45
  • Sub heading, Helvetica Black 95
  • Contact details, website & social media, Born Free Sans
  • Name, Born Free Sans: 9pt
  • Title, Helvetica! Light 45: 8pt
  • Details, Helvetica Light 45: 6pt
  • Title, Helvetica Light 45: 8pt
Logo Usage
  • Elsa – the lioness who inspired the Born Free mission – remains at the heart of everything we do and she has a prominent position on our logo. She encapsulates all the animals we work for and her appearance in our logo is key.
  • As the most important element of our visual identity, the Born Free logo must remain instantly recognisable and consistent, so it is important that the following guidelines are adhered to.
  • We have created two variations of the logo to be used in different circumstances and applications.
  • The Born Free ‘filled’ logo, should always be the first choice unless colour or print requirements dictate otherwise.
  • BORN FREE ‘LINEAR’ LOGO This is to be used on all light backgrounds.
  • BORN FREE ‘FILLED’ LOGO This is to be used on all dark backgrounds.
  • BORN FREE ‘LINEAR STACKED’ LOGO This is to be used on all light backgrounds.
  • BORN FREE ‘FILLED STACKED’ LOGO This is to be used on all dark backgrounds.
  • Enough space must be left around the logo whenever it is used, to ensure it stands out and maintains its impact.
  • The exclusion zone that must be included is based on the height of the ‘b’ in the Born Free wordmark.
  • The logo must only be reproduced from master artwork files and must not be redrawn, retyped or altered in any way.
Tone And Messaging
  • When writing about Born Free the tone of voice should be open, welcoming and engaging while underpinning our mission statement to stop individual animal suffering.
  • It is also important to include a call to action to engage and inspire people to support Born Free. Consider these key phrases and words when writing for the charity: • Dynamic • International • Devoted • Compassionate • Campaigns worldwide to stop individual animal suffering, protect threatened species and conserve habitats • Dedicated to keeping wildlife in the wild • High profile campaigns • Works with local communities so we can work with them to protect indigenous species without conflict • Empowers local people to feel like ‘stakeholders’ in the future of the animals they live beside
  • It is this message that must be carried through in all our copy and written text.
Visual Style
  • Elsa – the lioness who inspired the Born Free mission – remains at the heart of everything we do and she has a prominent position on our logo. She encapsulates all the animals we work for and her appearance in our logo is key.
  • As the most important element of our visual identity, the Born Free logo must remain instantly recognisable and consistent, so it is important that the following guidelines are adhered to.
  • We have created two variations of the logo to be used in different circumstances and applications.
  • The Born Free ‘filled’ logo, should always be the first choice unless colour or print requirements dictate otherwise.
  • BORN FREE ‘LINEAR’ LOGO This is to be used on all light backgrounds.
  • BORN FREE ‘FILLED’ LOGO This is to be used on all dark backgrounds.
  • BORN FREE ‘LINEAR STACKED’ LOGO This is to be used on all light backgrounds.
  • BORN FREE ‘FILLED STACKED’ LOGO This is to be used on all dark backgrounds.
  • Enough space must be left around the logo whenever it is used, to ensure it stands out and maintains its impact.
  • The exclusion zone that must be included is based on the height of the ‘b’ in the Born Free wordmark. The logo must only be reproduced from master artwork files and must not be redrawn, retyped or altered in any way.
  • The core colours of Born Free are black and orange. These ensure our logo and branding maintain maximum impact.
  • A secondary palette of colours, that represent the environments we work in, can be used as and when needed. The Pantones of these colours have been specifically chosen for their vibrancy and organic tones so they pair perfectly with our Elsa logo. lt is therefore important that they are not altered in any way.
  • Born Free Sans is the main font that should be used in all Born Free material. This bold but playful typeface reflects our friendly, open approach but with a serious, impactful undertone, that helps motivate people to support us.
  • To create hierarchy and pace in text, Helvetica Neue Bold and Helvetica Neue Light are to be used to offset the main font. Helvetica Neue is a Sans Serif typeface that is timeless, neutral and extremely legible, making it ideal for the Born Free brand.
  • Our alternative typeface is Arial – please use this as the default replacement when producing documents in Microsoft Office applications.
  • Strong colourful boxes that run across the page should be used to highlight the initial message
  • Transparent boxes used smaller, but in the same colour, help highlight straps while drawing the eye to the detail
  • We use a boarder to help frame the design/animal images to focus the eye to what matters. The boarder is 10mm at A4 and should be enlarged proportionality to suite the page size at all times
  • We stick to a tried and tested formula with our design using AIDA: ATTENTION which is the headline, INTEREST which is the copy, DESIRE which is the imagery and ACTION which are the contact details.
  • The pictures and images we use will always show the animal free and enjoying its indigenous habitat to emphasise the positive work our campaigns do to ensure these creatures can live as they should -in the wild.
  • In all our images the animal must be the focus and the hero of the landscape.
Iconography
  • Elsa – the lioness who inspired the Born Free mission – remains at the heart of everything we do and she has a prominent position on our logo. She encapsulates all the animals we work for and her appearance in our logo is key.
  • We have created two variations of the logo to be used in different circumstances and applications.
  • The Born Free ‘filled’ logo, should always be the first choice unless colour or print requirements dictate otherwise.
  • BORN FREE ‘LINEAR’ LOGO This is to be used on all light backgrounds.
  • BORN FREE ‘FILLED’ LOGO This is to be used on all dark backgrounds.
  • BORN FREE ‘LINEAR STACKED’ LOGO This is to be used on all light backgrounds.
  • BORN FREE ‘FILLED STACKED’ LOGO This is to be used on all dark backgrounds.
  • Enough space must be left around the logo whenever it is used, to ensure it stands out and maintains its impact.
  • The exclusion zone that must be included is based on the height of the ‘b’ in the Born Free wordmark.
  • The logo must only be reproduced from master artwork files and must not be redrawn, retyped or altered in any way.
Layout And Composition
  • Enough space must be left around the logo whenever it is used, to ensure it stands out and maintains its impact.
  • The exclusion zone that must be included is based on the height of the ‘b’ in the Born Free wordmark. The logo must only be reproduced from master artwork files and must not be redrawn, retyped or altered in any way.
  • Strong colourful boxes that run across the page should be used to highlight the initial message
  • Transparent boxes used smaller, but in the same colour, help highlight straps while drawing the eye to the detail
  • We use a boarder to help frame the design/animal images to focus the eye to what matters. The boarder is 10mm at A4 and should be enlarged proportionality to suite the page size at all times
  • We stick to a tried and tested formula with our design using AIDA: ATTENTION which is the headline, INTEREST which is the copy, DESIRE which is the imagery and ACTION which are the contact details.
  • Standard size business card: 85 x 55mm Stock recommendation: White 350gsm Uncoated
    1. Name, Born Free Sans: 9pt 2. Title, Helvetica! Light 45: 8pt 3. Details, Helvetica Light 45: 6pt
  • Letterhead: 210mm x 297mm. Stock recommendation: White 150gsm Uncoated
  • Compliment slip: 99mm x 210mm. Stock recommendation: White 150gsm Uncoated
    1. Name, Born Free Sans: 9pt 2. Title, Helvetica Light 45: 8pt 3. Details, Helvetica Light 45: 6pt
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