International Society of Arboriculture

Official Websites

• https://www.isa-arbor.com
• https://www.treesaregood.org
• https://joa.isa-arbor.com

Brand Guidelines

2015

Brand Summary

Mission

• The International Society of Arboriculture is dedicated to fostering worldwide awareness of the benefits of trees and the value of proper tree care, providing training and educational programs to inform the public about the valuable services that arborists provide [^1].

Core Values

• professionalism
• education
• proper tree care
• global awareness
• credentialing
• brand integrity

Target Audience

• ISA members, credential holders, arborists, companies employing arborists, and the general public interested in tree care [^2].

Personality Traits

• professional
• educational
• trustworthy
• authoritative
• community-focused

Visual Identity Overview

• The visual identity centers on clean, professional imagery of trees, a consistent use of green and yellow color palettes, and a variety of logos and badges that emphasize certification and membership. Logos feature stylized tree elements, clear typography, and strict guidelines for color, spacing, and usage to reinforce brand recognition and integrity [^3].

Categories

Logo Usage

• Only these logos are allowed for use in promoting ISA and its programs. Use of any other logos to represent ISA or it programs will be considered logo misuse and subject to trademark violation.
• When using color versions of ISA logos, you must use the established brand colors for that particular logo. These colors are all defined at the right. ISA provides details for three color matching systems and requests that you provide this information to your graphic designer and printer to ensure proper color matching.
• No substitutions in color are permissible, unless otherwise indicated under individual logo instructions.
• A black or white logo should be used only on a solid background. Free space rules apply for the size of the background. Please see rules regarding logo spacing.
• A black logo should be used on light backgrounds that are less than 50% grayscale, such as white, yellow, or light gray backgrounds.
• A white logo should be used on darker backgrounds that are 50% or more grayscale, such as black or dark green backgrounds.
• A logo cannot be used in any single color other than black or white.
• Free space 5% of the height of the logo
• ½" minimum height suitable for business card or Yellow Pages
• 1" preferred height suitable for invoices, stationery, or estimates
• A “free space” should be observed at all times around any of the ISA logos. Free space should be 5 percent of the height of the logo being used. Text must be set outside of the free space area.
• When sizing logos for placement, the logo may not appear less than 1/2-inch in height, and all text within the logo must remain readable. This minimum height is suitable for business cards and small advertisements.
• The original dimensions of ISA logos may not be distorted for any purpose. If a logo needs to be larger or smaller, size changes must be made in equal proportions on all sides. All logos must also appear in their entirety at all times. Borders may not be cropped or distorted, and no portion of the logo may be cropped and used as a standalone image.
• A logo may be placed over an image if the rules for free space are applied. Only color logos should be used on image backgrounds.
• A color background may be used, but only with black and white versions of the logos. Please see rules regarding usage of logos in black and white.
• If a logo is placed over an image, the image must encompass the entire logo and spread beyond the outside edge of the free space. The logo cannot overlap the edge of an image or be placed over two different backgrounds or images.
• Established free space rules must be maintained for all ISA logos.
• Logo does not meet minimum size requirements (1)
• There is not enough free space around the logo (2)
• Logo is overlapping two different backgrounds (5)
• “Call Us Today!” is too close to logos and does not meet the free space requirement. (1)

Color Palette

• When using color versions of ISA logos, you must use the established brand colors for that particular logo. These colors are all defined at the right. ISA provides details for three color matching systems and requests that you provide this information to your graphic designer and printer to ensure proper color matching.
• The Pantone Matching System® (PMS) is preferred, when possible. The PMS values are the primary means for naming each color in ISA logos. You will see references to these PMS numbers throughout the branding guide.
• When it is not possible to use PMS colors, you may use the process color breakdown, which is denoted to the right as the CMYK values.
• The RGB and Hex colors are to be used for digital media, such as websites.
• No substitutions in color are permissible, unless otherwise indicated under individual logo instructions.
• PMS 349 C C 90 M 12 Y 95 K 40 R 4 G 106 B 56 HEX 046A38
• PMS 349 C — 20% C 90 M 12 Y 95 K 40 R 4 G 106 B 56 HEX 046A38
• PMS 377 C C 50 M 1 Y 100 K 20 R 122 G 154 B 1 HEX 7A9A01
• PMS 376 C C 54 M 0 Y 100 K 0 R 132 G 189 B 0 HEX 84BD00
• PMS 107 C C 0 M 0 Y 92 K 0 R 251 G 225 B 34 HEX FBE122
• PMS 107 C — 20% C 0 M 0 Y 92 K 0 R 251 G 225 B 34 HEX FBE122
• PMS 126 C — 50% C 11 M 31 Y 100 K 36 R 154 G 118 B 17 HEX 9A7611
• PMS 484 C C 8 M 92 Y 100 K 33 R 154 G 51 B 36 HEX 9A3324
• PMS 5395 C C 100 M 71 Y 39 K 90 R 8 G 31 B 44 HEX 081F2C
• PMS 5395 C — 80% C 100 M 71 Y 39 K 90 R 8 G 31 B 44 HEX 081F2C
• PMS 5395 C — 50% C 100 M 71 Y 39 K 90 R 8 G 31 B 44 HEX 081F2C
• PMS Black C C 0 M 0 Y 0 K 100 R 44 G 42 B 41 HEX 2C2A29
• C 90 M 30 Y 95 K 67 R 0 G 62 B 26 HEX 003E1A
• C 71 M 53 Y 100 K 0 R 105 G 116 B 64 HEX 697440
• C 37 M 0 Y 100 K 0 R 173 G 209 B 54 HEX ADD136
• C 50 M 12 Y 100 K 0 R 144 G 180 B 62 HEX 90B43E
• C 20 M 0 Y 100 K 0 R 215 G 223 B 35 HEX D7DF23
• PMS 349 C
• PMS 107 C
• PMS 107 C — 20%
• PMS 349 C — 20%
• PMS 5395 C
• PMS 5395 C — 80%
• PMS 5395 C — 50%
• PMS 126 C— 50%
• PMS Black C
• PMS 349
• PMS 377
• C 20 M 0 Y 100 K 0
• C 50 M 12 Y 100 K 0
• C 90 M 30 Y 95 K 67
• C 71 M 53 Y 100 K 0
• C 37 M 0 Y 100 K 0
• PMS 484 C
• PMS 376 C

Co Branding

• Co-branding: Using multiple logos In some situations, you may want to display multiple logos.

• Examples of situations that might require multiple logo use include: » ISA Member and ISA Certified Arborist® logos » Your company, ISA Member, and ISA Certified Arborist® logos
• When placing multiple logos, established free space rules must be maintained for all ISA logos.

Brand Imagery

• A “free space” should be observed at all times around any of the ISA logos. Free space should be 5 percent of the height of the logo being used. Text must be set outside of the free space area.
• When sizing logos for placement, the logo may not appear less than 1/2-inch in height, and all text within the logo must remain readable. This minimum height is suitable for business cards and small advertisements.
• The original dimensions of ISA logos may not be distorted for any purpose. If a logo needs to be larger or smaller, size changes must be made in equal proportions on all sides. All logos must also appear in their entirety at all times. Borders may not be cropped or distorted, and no portion of the logo may be cropped and used as a standalone image.
• A black or white logo should be used only on a solid background. Free space rules apply for the size of the background. Please see rules regarding logo spacing.
• A black logo should be used on light backgrounds that are less than 50% grayscale, such as white, yellow, or light gray backgrounds.
• A white logo should be used on darker backgrounds that are 50% or more grayscale, such as black or dark green backgrounds.
• A logo cannot be used in any single color other than black or white.
• A logo may be placed over an image if the rules for free space are applied. Only color logos should be used on image backgrounds.
• A color background may be used, but only with black and white versions of the logos. Please see rules regarding usage of logos in black and white.
• If a logo is placed over an image, the image must encompass the entire logo and spread beyond the outside edge of the free space. The logo cannot overlap the edge of an image or be placed over two different backgrounds or images.

Additional Properties