Official Websites

• https://marinelife2030.org

Brand Guidelines

2021

Brand Summary

Mission

• Marine Life 2030 is a new program endorsed by the UN Decade of Ocean Science for Sustainable Development, aiming to reflect the complex nature of marine and coastal environments and facilitate professional and consistent representation of marine life and conservation efforts.

Core Values

• marine conservation
• diversity
• professionalism
• consistency

Target Audience

• Organizations, professionals, and stakeholders involved in marine and coastal environments, particularly those participating in the UN Decade of Ocean Science for Sustainable Development.

Personality Traits

• modern
• artistic
• clean
• bold

Visual Identity Overview

• The visual identity centers on stylized, artistic representations of marine life, prominently featuring whales and other sea creatures in flowing, interconnected designs. The color palette includes gold, dark blue, light blue, and white, with clean, modern layouts and a thin gold border. Typography is bold and capitalized, and the logo is designed for versatility and clarity across various applications.

Categories

Brand Imagery

• The picture should feature a stylized, artistic representation of marine life, prominently displaying a large whale in dark blue and light blue shades, with its tail curving downward and its body partially integrated with various marine elements. Above and around the whale, there should be illustrations of different sea creatures and marine plants, such as fish, an octopus, coral, and seaweed, arranged in a flowing, interconnected design. To the right of the whale, a silhouette of a bird (possibly a seagull or an albatross) should be flying, suggesting connection to the oceanic theme. The background should be mostly white, with a layered depiction of ocean waves or water at the bottom in shades of gold, dark blue, and light blue. The text “Marine Life” should be in large, bold, gold-colored font at the top, with “2030” in smaller gold font to the right, beside or below the main text. The overall layout should have a clean, modern design with a thin gold border framing the image, creating a cohesive visual theme centered on marine life and conservation.
• The picture should prominently feature the words ‘Marine Life’ in large, bold, golden-brown font at the top, with ‘2030’ in smaller, matching font positioned near the word ‘Life’. Beneath this text, there should be an intricate, artistic illustration of marine animals and elements, arranged in a dynamic, flowing composition that gives the impression of movement and diversity within marine ecosystems. The illustration should include a variety of marine creatures such as a whale, a whale shark, an octopus, a squid, a seal, a dolphin, a manta ray, and smaller fish, all depicted in shades of blue and dark blue to emphasize the oceanic theme. The animals should be integrated into a large, stylized wave or whale tail that curves across the image, with detailed textures representing water and waves, alongside smaller aquatic plants and bubbles to add depth and liveliness. An albatross or seabird should be included soaring above or near the wave, creating a sense of vastness and connection with the sky. The background should be clean and white, providing contrast to the colorful marine illustration and text, highlighting the theme of marine conservation and life for the year 2030.
• The image should depict a minimalist abstract composition consisting of three large, flowing shapes layered horizontally. The top shape is an off-white or light beige color with a gentle, slightly curved edge that slopes downward from the left to the right. Below it, a broad, slightly convex band of golden yellow occupies the middle portion, with its top edge curving smoothly downward from left to right, and its bottom edge following a gentle wave. The bottom shape is a deep, dark teal or navy color, occupying the lower third of the image, with its top edge undulating slightly to create a flowing appearance that complements the other shapes. The background is white, providing stark contrast and making the shapes stand out prominently. The overall composition emphasizes smooth, organic curves and layering of solid colors, evoking a serene and harmonious aesthetic.
• The image should feature a landscape with a simple, stylized scene divided into three horizontal sections. The top section should have a solid mustard yellow band representing the sky or horizon. The middle section should be a dark teal blue, embodying a body of water or a thematic background. The bottom section should be a lighter, bright cyan blue, indicating a waterbody or foreground. The overall composition should be minimalistic, with smooth, flowing lines delineating each section, creating a layered, abstract scene with no additional objects, textures, or details.
• The image features a stylized graphic design emphasizing marine life in a predominantly blue color palette. Central to the design is a large whale with a streamlined body, visible dorsal fin, and tail, depicted in dark blue, appearing to emerge from the lower right side of the composition. Surrounding the whale are various marine creatures: a smaller whale or dolphin positioned near the top left, a squid with detailed tentacles to the right of the central whale, an octopus with curled tentacles near the bottom left, and a dolphin leaping above. The background includes abstract wave patterns, indicating ocean movement. In the upper left, the words ‘Marine Life’ are written in bold, capitalized blue font, with a smaller ‘2030’ in light blue positioned near the upper right, close to a flying seabird with outstretched wings, possibly a pelican or albatross. The overall layout balances textual elements with biological imagery, creating a cohesive visual that celebrates marine biodiversity.
• The image should depict an artistic and symbolic representation of marine life, featuring a large whale in a side profile facing to the right, with intricate detailing of its body, fins, and tail in shades of dark blue and white. Surrounding the whale, there should be various marine creatures such as small fish, a turtle, and an octopus, all rendered in a similar illustrative style. Above the whale, the words ‘Marine Life’ should be prominently displayed in bold, large serif font, with the word ‘Marine’ positioned above ‘Life.’ To the right of the text, the year ‘2030’ should be incorporated in a smaller font size in a clean, modern style. Additionally, a bird (possibly an albatross) soaring above the whale’s head should be included, emphasizing a connection between marine and aerial ecosystems. The background should be minimal or plain to highlight the detailed marine theme, and the overall color scheme should consist of shades of dark blue, light blue, and white for contrast and clarity, creating a cohesive, aquatic-themed visual.
• The image should feature a stylized illustration with a maritime theme, prominently displaying a large whale in shades of blue and white, with detailed patterns representing water and ocean waves. Above the whale, there should be a bird, likely a seagull, soaring across the scene. The background should be mostly light, creating a contrast that emphasizes the dark silhouette of the whale and bird. The text ‘Marine Life’ should be in large, bold, golden-yellow font at the top, with ‘2030’ in smaller size placed near the right side of the text. The overall composition should evoke a sense of the vast ocean and marine ecosystem, possibly incorporating elements like bubbles or smaller fish to enhance the marine environment. The style should be clean, modern, and somewhat minimalistic, emphasizing marine conservation themes.
• The image features a stylized illustration of a large whale in profile view, rendered in vibrant colors including pink, purple, green, blue, orange, and yellow, with detailed patterns and shapes representing marine life, coral, and aquatic plants within its body. Overlapping the whale is a bold, red circle with a diagonal line running from the top-left to the bottom-right, forming a universal ’no’ or prohibition symbol. The words ‘Marine Life’ are prominently displayed above the whale, with ‘Marine’ in green and ‘Life’ in purple, both in bold, playful fonts. To the right of the text, the number ‘2030’ appears in yellow, indicating a future date. An illustration of a blue bird is positioned near the upper right side of the whale, adding an element of avian life to the scene. The overall composition emphasizes the message of protecting marine life, with the prohibition symbol suggesting opposition to certain threats or practices affecting oceans and their inhabitants.
• The image should feature a circular emblem outlined in a thick red line representing a prohibition sign, with a diagonal red slash crossing from the top left to the bottom right. Inside the circle, transitioning to a monochrome style, is a detailed illustration of a whale’s head and upper body, oriented to the left, with intricate line work emphasizing its features and textures. Positioned above or overlapping the whale illustration, the text ‘Marine Life’ is prominently displayed in a bold, large font, with ‘2030’ in smaller size adjacent or below, suggesting a message or campaign related to marine conservation or awareness. The overall design should evoke a serious, urgent tone with no additional colors or backgrounds, emphasizing the message of protecting marine life.
• The image depicts a circular sign with a bold red border and a diagonal line running from the top left to the bottom right, indicating prohibition. Inside the circle, there is a detailed illustration of a marine creature, specifically a whale, which is depicted in a dynamic pose with its mouth open, showcasing sharp teeth, and appearing to be in motion with water splashing around. The whale’s body is colored in shades of blue and gray with accents that emphasize the scales and texture of its skin. The background behind the whale is white, creating contrast. Overlaid on the whale, the text reads ‘Marine Life’ in large, gold-colored, 3D-style lettering with a reflective appearance, and the year ‘2030’ is written in smaller, gold-colored font to the right of the main text. The overall design suggests an anti-whaling or anti-marine exploitation message, emphasizing the protection of marine life.
• The image should feature a stylized, detailed illustration of a whale, depicted in a dynamic, flowing posture with intricate patterns on its body, emphasizing its natural textures and form. Surrounding the whale, there should be marine elements such as smaller fish, seaweed, and bubbles to create a vibrant, lively underwater scene. The background should be a deep, marine blue, highlighting the marine theme. Prominently, the text ‘Marine Life 2030’ must be placed, with ‘Marine’ and ‘Life’ in large, bold, white letters at the top, and ‘2030’ positioned nearby, possibly integrated with the whale illustration. The overall style should be bold and graphic, suitable for a logo or campaign poster, with high contrast between the white illustrations and the dark background, emphasizing the importance of marine conservation.

Color Palette

• Pantone 7555 / #D09E11 / R: 208 G: 157 B: 017
• Pantone 3035 / #004153 / R: 001 G: 062 B: 082
• Pantone 631 / #3CB6CE / R: 006 G: 175 B: 196
• There may be times when the primary three color logo might be difficult to read clearly or out of budget (t-shirts, mugs, etc.). In those cases, this two color version might be more appropriate and cost effective. When using the two color variant, please refrain from changing the colors.
• The one color logo variant should be used when placement calls for high contrast. This is the only version of the logo where it is acceptable to change the colors to meet the needs of the design. Whenever possible, continue to use the colors outlined in this document.
• Reproducing the logo using outlines, off-brand colors, special effects (shadows, bevels, etc.), and other arrangements is not recommended. If you encounter someone using the logo in a manner inconsistent with the guideline, please let them know and provide this document for proper guidance.

Typography

• The following fonts and colors should be used in marketing materials for Marine Life 2030:
• Vintage Rovery Montserrat Regular

Logo Usage

• This guide is provided to help facilitate professional and consistent representation wherever the logo is used. Any departure from these guidelines should be carefully considered.
• There may be times when the primary three color logo might be difficult to read clearly or out of budget (t-shirts, mugs, etc.). In those cases, this two color version might be more appropriate and cost effective. When using the two color variant, please refrain from changing the colors.
• The one color logo variant should be used when placement calls for high contrast. This is the only version of the logo where it is acceptable to change the colors to meet the needs of the design. Whenever possible, continue to use the colors outlined in this document.
• It is important to provide whitespace around the logo to maintain its visual presence and not accidently obscure any elements. The width of letter “M” will serve as the scaling standard of measure for this whitespace. When displaying next to another logo, please default to the guidelines that call for the largest whitespace (ex. the UN Decade of Ocean Science for Sustainable Development logo).
• This program is part of the UN Decade of Ocean Science for Sustainable Development, so it is important to note their set of usage guidelines. The whitespace required by their logo is the height of two zeros stacked and should be the default when our logo is displayed with it.
• Reproducing the logo using outlines, off-brand colors, special effects (shadows, bevels, etc.), and other arrangements is not recommended. If you encounter someone using the logo in a manner inconsistent with the guideline, please let them know and provide this document for proper guidance.

Visual Style

• The picture should feature a stylized, artistic representation of marine life, prominently displaying a large whale in dark blue and light blue shades, with its tail curving downward and its body partially integrated with various marine elements. Above and around the whale, there should be illustrations of different sea creatures and marine plants, such as fish, an octopus, coral, and seaweed, arranged in a flowing, interconnected design. To the right of the whale, a silhouette of a bird (possibly a seagull or an albatross) should be flying, suggesting connection to the oceanic theme. The background should be mostly white, with a layered depiction of ocean waves or water at the bottom in shades of gold, dark blue, and light blue. The text “Marine Life” should be in large, bold, gold-colored font at the top, with “2030” in smaller gold font to the right, beside or below the main text. The overall layout should have a clean, modern design with a thin gold border framing the image, creating a cohesive visual theme centered on marine life and conservation.
• The picture should prominently feature the words ‘Marine Life’ in large, bold, golden-brown font at the top, with ‘2030’ in smaller, matching font positioned near the word ‘Life’. Beneath this text, there should be an intricate, artistic illustration of marine animals and elements, arranged in a dynamic, flowing composition that gives the impression of movement and diversity within marine ecosystems. The illustration should include a variety of marine creatures such as a whale, a whale shark, an octopus, a squid, a seal, a dolphin, a manta ray, and smaller fish, all depicted in shades of blue and dark blue to emphasize the oceanic theme. The animals should be integrated into a large, stylized wave or whale tail that curves across the image, with detailed textures representing water and waves, alongside smaller aquatic plants and bubbles to add depth and liveliness. An albatross or seabird should be included soaring above or near the wave, creating a sense of vastness and connection with the sky. The background should be clean and white, providing contrast to the colorful marine illustration and text, highlighting the theme of marine conservation and life for the year 2030.
• The image should depict a minimalist abstract composition consisting of three large, flowing shapes layered horizontally. The top shape is an off-white or light beige color with a gentle, slightly curved edge that slopes downward from the left to the right. Below it, a broad, slightly convex band of golden yellow occupies the middle portion, with its top edge curving smoothly downward from left to right, and its bottom edge following a gentle wave. The bottom shape is a deep, dark teal or navy color, occupying the lower third of the image, with its top edge undulating slightly to create a flowing appearance that complements the other shapes. The background is white, providing stark contrast and making the shapes stand out prominently. The overall composition emphasizes smooth, organic curves and layering of solid colors, evoking a serene and harmonious aesthetic.
• The following fonts and colors should be used in marketing materials for Marine Life 2030:

• Vintage Rovery Montserrat Regular

• Pantone 7555 / #D09E11 / R: 208 G: 157 B: 017
• Pantone 3035 / #004153 / R: 001 G: 062 B: 082
• Pantone 631 / #3CB6CE / R: 006 G: 175 B: 196
• There may be times when the primary three color logo might be difficult to read clearly or out of budget (t-shirts, mugs, etc.). In those cases, this two color version might be more appropriate and cost effective. When using the two color variant, please refrain from changing the colors.
• The one color logo variant should be used when placement calls for high contrast. This is the only version of the logo where it is acceptable to change the colors to meet the needs of the design. Whenever possible, continue to use the colors outlined in this document.
• It is important to provide whitespace around the logo to maintain its visual presence and not accidently obscure any elements. The width of letter “M” will serve as the scaling standard of measure for this whitespace. When displaying next to another logo, please default to the guidelines that call for the largest whitespace (ex. the UN Decade of Ocean Science for Sustainable Development logo).
• Reproducing the logo using outlines, off-brand colors, special effects (shadows, bevels, etc.), and other arrangements is not recommended. If you encounter someone using the logo in a manner inconsistent with the guideline, please let them know and provide this document for proper guidance.