Every Kid in a Park

Official Websites

• https://everykidoutdoors.gov
• https://www.everykidoutdoors.gov/index.htm
• https://www.everykidoutdoors.gov/parents.htm
• https://www.everykidoutdoors.gov/educators.htm
• https://www.nps.gov/kids/every-kid-outdoors.htm
• https://everykidinapark.gov

Brand Guidelines

2015

Brand Summary

Mission

• The Every Kid in a Park initiative provides an opportunity for US fourth grade students across the country to experience their federal lands and waters in person, aiming to spark a lifelong commitment to enjoying and saving places that matter.

Core Values

• accessibility
• education
• nature connection
• heritage
• community
• conservation

Target Audience

• US fourth grade students and age-equivalent free-choice learners, as well as their parents and educators.

Personality Traits

• friendly
• inviting
• playful
• outdoor-focused
• minimalistic
• colorful

Visual Identity Overview

• The brand uses a circular emblem featuring stylized trees, children in playful poses, birds, and water elements. The visual style is minimalistic, colorful, and friendly, with a focus on outdoor fun and childhood activity. The logo is supported by a defined color palette, typography, and strict logo usage guidelines to ensure consistency and recognizability.

Categories

Brand Imagery

• The picture should feature a circular emblem or logo with a two-tone background divided horizontally; the top half should be a warm, yellowish-beige color representing the sky, with three stylized birds flying, indicated by simple, curved shapes. The top part of the circle should also include two cartoon-like trees with rounded, brown foliage and green trunks on the left side. The bottom half of the circle should be dark green with white text reading “EVERY KID IN A PARK” centered prominently, with three small blue stars arranged on each side. Below the main text, in smaller white letters, it should say “VISUAL IDENTITY GUIDELINES.” The lower part of the circle, just above the text, might show a simple wavy shape suggesting water or grass. The overall style should be minimalistic, colorful, friendly, and inviting, evoking a sense of outdoor fun and childhood activity.
• The image is a circular emblem or badge with a border encircling the entire scene. Inside, the top half features a sky with three flying birds depicted with simple, curved lines, ascending from left to right. Below the birds, there are two large, rounded trees with textured leaves and straight trunks, set against a grassy ground represented by a jagged, uneven line. In front of the trees, there are four children engaged in energetic activities: the first child on the left is standing with arms raised high, the second child is jumping with arms and legs spread out, and the third and fourth children are also jumping with dynamic poses, one with arms up and the other with legs apart. To the right of this group, there is a small water body or ground feature with wavy lines beneath the children and trees, indicating a pond, lake, or ground variation. Under this scene, in the lower part of the circle, there are three four-pointed stars, followed by the bold, uppercase phrase “EVERY KID IN A PARK,” with the words “EVERY” and the stars separated from “KID IN A PARK” by a horizontal division or a shadow effect, all set against a background suggesting grass or ground, with the entire scene rendered in grayscale or monochrome tones.
• The image features a park-based scene with two children in silhouette, standing on a rock or elevated surface, and a third child sitting on a smaller object or rock in the foreground, also depicted as a silhouette. The background sky transitions from a lighter hue at the horizon to a darker shade higher up, suggesting either dawn or dusk. In the top right corner, there is a circular logo with a light yellow background, depicting simplified tree shapes, a person lying on the ground, and a person celebrating or jumping, all rendered in dark brown or black, with a blue water body at the bottom of the circle. Inside the logo, the text reads “EVERY KID IN A PARK” in white uppercase letters. On the left side of the image, a vertical yellow stripe with blue text states “4TH GRADE PASS,” indicating a thematic or branding element related to school or youth activities.
• The image should feature a shield-shaped badge with a brown background symbolizing the earth or land. Prominently placed on the badge is a large, tall, dark green pine tree on the left side, symbolizing forest and natural flora. To the right of the tree, there is a depiction of snow-capped mountains in white or light gray, illustrating the natural mountainous landscape typical of national parks. Below the mountains, a cluster of smaller dark green pine trees extends across the lower middle section of the badge, providing depth and context for the forested environment. Positioned at the bottom of the badge is a white bison, representing wildlife conservation and the fauna protected within national parks. The text ‘NATIONAL PARK SERVICE’ is written in bold, white uppercase letters, centered in the upper half of the badge, ensuring high visibility against the brown background. The overall scene encapsulates a natural landscape with iconic elements like trees, mountains, and wildlife, symbolizing the grandeur and ecological diversity of national parks.

Color Palette

• Pantone 134 CMYK 0/18/67/0 Pantone 478 RGB 243/208/114 CMYK 35/75/83/39 RGB 105/64/46 EVERY Pantone 350 CMYK 80/43/84/42 KID IN A PARK RG B 60/82/57 Pantone 7459 CMYK 73/27/21/1 RGB 100/149/177
• PMS colors may be substituted for CMYK formulas listed above in offset printing or other output that requires color separations. RGB colors for web and on screen presentations.
• Pantone 350
• CMYK 80/43/84/42
• RGB 60/82/57
• Pantone 134
• CMYK 0/18/67/0
• RGB 243/208/114
• 100% White
• DO NOT adjust or combine color

Typography

• TYPOGRAPHY
• Bitter Bold ± EVERY ABCDEFGabcdefg KID IN A PARK Franchise Bold ABCDEFGABCDEFG
• The fonts have been converted to graphic outlines. Access to the digital fonts is not required to use the logo.
• 20pt Bitter Bold
• ABCDEFGabcdefg

Logo Usage

• The Every Kid in a Park logo and brand are viable only when used correctly.
• These guidelines are intended to help maintain consistent use and application. The rules are mandatory. The guidelines give the general information needed for the majority of uses of the logo.
• It is important that all federal lands and waters staff and partners use the Every Kid in a Park name logo properly and consistently. Uniformity in presentation will maximize awareness of the initiative while protecting our logo. Refer to these guidelines whenever using any element of the Every Kid in a Park name or logo.
• Illustrate and explain the correct ways to use the Every Kid in a Park name and logo.
• Provide guidelines on using the key graphic elements of that identity —the Every Kid in a Park logo, colors, and preferred typefaces.
• Follow the instructions in this guide. If you have questions, you can contact your Every Kid in a Park agency lead.
• Pantone 134 CMYK 0/18/67/0 Pantone 478 RGB 243/208/114 CMYK 35/75/83/39 RGB 105/64/46 EVERY Pantone 350 CMYK 80/43/84/42 KID IN A PARK RG B 60/82/57 Pantone 7459 CMYK 73/27/21/1 RGB 100/149/177
• PMS colors may be substituted for CMYK formulas listed above in offset printing or other output that requires color separations. RGB colors for web and on screen presentations.
• The fonts have been converted to graphic outlines. Access to the digital fonts is not required to use the logo.
• 25% clearance around logo
• Minimum size to ensure logo remains with other primary graphic elements recognizable
• 1 inch minimum size
• 25% additional clearance around logo for proper distance
• Pantone 350
• CMYK 80/43/84/42
• RGB 60/82/57
• 100% Black
• Pantone 134
• CMYK 0/18/67/0
• RGB 243/208/114
• 100% White
• 20pt Bitter Bold
• It is advisable to display the Every Kid in a Park logo in a separate location from an agency or organization logo as Every Kid in a Park is not a group, but a program connected to multiple organizations.
• DO NOT rotate logo
• DO NOT alter logo
• DO NOT stretch in any direction
• DO NOT separate graphic elements
• DO NOT adjust or combine color
• The Every Kid in a Park logo will be available to participating agencies and their site locations through the agency’s Every Kid in a Park intranet site.
• Local sites will be able to obtain and download the appropriate files for logo use on marketing, advertising, and branding materials with the intent of promoting the program. Sites can also provide these files to their partners for their own marketing/branding, advertising, and sales with the intent of promoting the program.
• The partnership agreement between the agency and partner will serve as the primary agreement with the addition of these guidelines specifically addressing the terms of the display and use of the Every Kid in a Park logo. Products bearing the logo must be pre-approved by the site leadership, and the revenue generated from the sale of products must only cover the cost of the product.

Visual Style

• The picture should feature a circular emblem or logo with a two-tone background divided horizontally; the top half should be a warm, yellowish-beige color representing the sky, with three stylized birds flying, indicated by simple, curved shapes. The top part of the circle should also include two cartoon-like trees with rounded, brown foliage and green trunks on the left side. The bottom half of the circle should be dark green with white text reading “EVERY KID IN A PARK” centered prominently, with three small blue stars arranged on each side. Below the main text, in smaller white letters, it should say “VISUAL IDENTITY GUIDELINES.” The lower part of the circle, just above the text, might show a simple wavy shape suggesting water or grass. The overall style should be minimalistic, colorful, friendly, and inviting, evoking a sense of outdoor fun and childhood activity.
• The image is a circular emblem or badge with a border encircling the entire scene. Inside, the top half features a sky with three flying birds depicted with simple, curved lines, ascending from left to right. Below the birds, there are two large, rounded trees with textured leaves and straight trunks, set against a grassy ground represented by a jagged, uneven line. In front of the trees, there are four children engaged in energetic activities: the first child on the left is standing with arms raised high, the second child is jumping with arms and legs spread out, and the third and fourth children are also jumping with dynamic poses, one with arms up and the other with legs apart. To the right of this group, there is a small water body or ground feature with wavy lines beneath the children and trees, indicating a pond, lake, or ground variation. Under this scene, in the lower part of the circle, there are three four-pointed stars, followed by the bold, uppercase phrase “EVERY KID IN A PARK,” with the words “EVERY” and the stars separated from “KID IN A PARK” by a horizontal division or a shadow effect, all set against a background suggesting grass or ground, with the entire scene rendered in grayscale or monochrome tones.
• Pantone 134 CMYK 0/18/67/0 Pantone 478 RGB 243/208/114 CMYK 35/75/83/39 RGB 105/64/46 EVERY Pantone 350 CMYK 80/43/84/42 KID IN A PARK RG B 60/82/57 Pantone 7459 CMYK 73/27/21/1 RGB 100/149/177
• PMS colors may be substituted for CMYK formulas listed above in offset printing or other output that requires color separations. RGB colors for web and on screen presentations.
• The fonts have been converted to graphic outlines. Access to the digital fonts is not required to use the logo.
• 25% clearance around logo, and another note on the right specifies that the logo’s minimum size should be 1 inch to remain recognizable, with a note that it should have ‘25% additional clearance around logo for proper distance with other primary graphic elements.’
• Pantone 350
• CMYK 80/43/84/42
• RGB 60/82/57
• 100% Black
• Pantone 134
• CMYK 0/18/67/0
• RGB 243/208/114
• 100% White
• 20pt Bitter Bold
• DO NOT rotate logo
• DO NOT alter logo
• DO NOT stretch in any direction
• DO NOT separate graphic elements
• DO NOT adjust or combine color

Additional Properties