National Wild Turkey Federation

Official Websites

• https://www.nwtf.org
• https://your.nwtf.org
• http://www.nwtf.org

Brand Guidelines

2021

Brand Summary

Mission

• The NWTF is dedicated to the conservation of the wild turkey and the preservation of our hunting heritage [^1].

Core Values

• Scientific Basis
• Inclusion
• Altruism
• Mutuality
• Pragmatism
• Reverence

Target Audience

• People who are passionate and steadfast about keeping American wildlife flourishing, including those who value hunting heritage and wildlife conservation [^2].

Personality Traits

• Warm
• Knowledgeable
• Outdoorsman or woman
• Rooted in science
• Grateful
• Collaborative

Visual Identity Overview

• The brand uses nature-inspired, earth tone colors, a primary logo featuring a turkey emblem and logotype, and consistent visual elements across national, state, and local chapters. The visual style emphasizes clarity, cohesion, and a connection to wildlife and outdoor heritage [^3].

Categories

Brand Voice

• The foundational DNA of a brand are its Brand Fundamentals. Though they may not be seen by the public in this form, they are the blueprint from which the brand gets its guidance as it crafts everything it says, does and associates with. Based in our mission and values, they represent a distilled collection of ideas and principles that we want people to associate with the National Wild Turkey Federation.
• NWTF exists to lead the preservation of hunting heritage by bringing together people who are passionate and steadfast about keeping American wildlife flourishing.
• The soul of the American hunting lifestyle.
• We guarantee every NWTF endeavor will possess: • Scientific Basis – a grounding in sound principles based on the best available empirical evidence. • Inclusion – an attitude and approach that invites and welcomes all people who support conscientious wildlife-oriented lifestyles. • Altruism – selfless generosity based on our gratefulness for being granted a role within nature. • Mutuality – equal consideration to the well-being of wildlife and people through a lifestyle that best benefits both. • Pragmatism – respectful of the well-beaten path to success yet open to new proven methods. • Reverence – respect for natural laws, divine principles and the gift of all life.
• Warm and knowledgeable outdoorsman or woman rooted in science, an unwavering sense of gratitude and the potential of working together.

Brand Imagery

• The picture should feature a vibrant, natural background dominated by lush, green grass and blurred greenery, creating a fresh and lively outdoor scene under soft, diffused lighting. In the foreground, there should be a detailed, realistic image of a wild turkey with textured feathers in shades of brown, black, and hints of iridescence, standing amidst the grass. The turkey’s head should be slightly turned to the right, showing its distinctive wattle and snood, with a clear, focused eye. Positioned at the top left corner, the logo for ’nwft’ with a small stylized leaf icon should be visible in white. The text ‘Brand Guidelines’ should be bold, white, and prominently placed in the upper left section, with a clean, modern font, and the version number ‘Version 2.0’ should be smaller beneath the main title. The overall composition should be slightly tilted to the right, adding a dynamic feel, with high image quality, vibrant colors, and a professional appearance suitable for branding documentation.
• The image should depict a detailed illustration or photograph of a pheasant, a bird characterized by a long, graceful body, and an elaborate, fan-shaped tail. The bird’s head should have a crest or plume, with a sharp, pointed beak and keen eyes. Its body should display feathers with intricate patterns, including spots, streaks, and coloration that may include shades of brown, tan, and gray for camouflage, and possibly some iridescent or bright feather patches on the neck or wings. The legs ought to be slender but sturdy, with visible claws gripping the surface or standing on the ground. The background should be naturalistic, perhaps showing leaves, grass, or a subtle forest setting, indicating the bird’s habitat. The overall composition should emphasize the bird’s elegant posture, with a view that captures the profile or slightly angled perspective, highlighting its tail and plumage.

Color Palette

• The use of color within the overall look and feel of the NWTF is encouraged. Any nature-inspired, earth tone color is acceptable for use in branded applications. That being said, we have aligned on a set of base colors and primary accent colors for use as a starting point.
• Our base colors are black, gray and white (Onyx, Charcoal, Snow). The set of lighter colors (Sand, Mint, Pewter) can be used as background colors, if needed.
• Onyx PMS: Black 6 #101820
• Charcoal PMS: 447 #373A36
• Snow PMS: None #FDFDFD
• Sand PMS: Warm Gray #D7D2CB
• Mist PMS: 7541 #D9E1E2
• Pewter PMS: 663 #E5E1E6
• These additional colors represent the types of nature-inspired, earth tones that are appropriate for use with our brand. Bright and vivid colors, neon, and soft pastel colors are generally not appropriate for our brand.
• Cranberry PMS:7419 #B04A5A
• Bark PMS: 7532 #63513D
• River PMS: 4137 #475D76
• Brick PMS: 1815 #7C2629
• Red Rock PMS: 7581 #864A33
• Clay PMS: 7574 #9E6A37
• Sand PMS: 7530 #A39382
• Olive PMS: None #4b5a4a
• Mint PMS: 4182 6A7866
• Dill PMS: 4214 #5B7954
• Grass PMS: 5743 #3E4827
• Indigo PMS: 2380 #28334A
• Smoke PMS: 7574 #3F4443
• Berry PMS: 7448 #4B384C
• Rosewood PMS: 4091 #7B605E
• Do not use colors that have not been inspired by our core color palette or use more than one color for the complete logo (unless otherwise approved).
• Do not go rogue and change the colors of the logo elements outside of what is provided at the state or national level.
• Do not use colors that are not inspired from our core color palette.

Typography

• Please use the font Quincy CF for all headlines in official written communications. This font must be purchased. Use the QR code below.
• Font Size: Bigger the Better
• Line Leading: Tight
• Tracking: -30
• Please use the font Montserrat for all body copy in official written communications. You can download it free from Google Fonts. Use the QR code below.
• Font Size: 9pt
• Line Leading: 18pt
• Tracking: 0

Logo Usage

• The NWTF identity elements are designed to represent the Federation in any number of branded and co-branded applications. You have the flexibility to choose which version best suits your need. However, other than the elements documented in this book, no other variation will be approved.
• The primary, unifying visual element used across all our brand and marketing touch points is the NWTF logo. It must be applied consistently and cohesively regardless of application, be it on a national, state or local level. By doing so, our logo will become a prized asset that increases in value over time.
• The Primary Logo consists of a specific lock-up of the turkey “Emblem” and the “nwtf” logotype. For consistency, this size relationship of elements should be used whenever possible. Only use approved logo artwork*.
• • Alternate logos are provided in later pages of this document for instances when the Primary Logo is not ideal for the given application. Beyond the logos in this document, no other alterations of the logo are acceptable.
• Secondary logos (re: alternate logos) have been approved for use in applications where the Primary Logo may not be best suited.
• When used within the organization, a smaller logotype or just the emblem may be all that is needed for identification. Likewise, outside the organization, it is important for people to be able to quickly identify us by using our full identification.
• Besides the logos on this page, no other logo variations are acceptable.
• Adherence to a “safe area” around the logo, free of other graphics, helps ensure that our logo will maintain prominence and legibility.
• Use an area that’s approximately the size of the turkey head to determine the safe zone around the logo.
• Legibility of our logo is critical and a minimum size has been established. As an easy reference, don’t make the Emblem smaller than a penny (about 3/4” or 50 pixels for digital applications).
• MINIMUM SIZE: About 50 pixels or 3/4 of an inch in emblem height.
• The emblem can be used as a large graphic in a way that crops the logo. This is most often used as a supplement to a Primary or Secondary logo.
• The wings can be cropped, but do not crop the head. Ensure the cropped embem remains recognizable.
• Do not use colors that have not been inspired by our core color palette or use more than one color for the complete logo (unless otherwise approved).
• Do not use the logotype without the emblem.
• Do not change the orientation of the Turkey Emblem to the logo-type.
• Do not go rogue and change the colors of the logo elements outside of what is provided at the state or national level.
• Do not settle for insufficient contrast or use the Turkey Emblem and logo-type to mask reveal a background pattern or photo.
• Do not change the proportions of the Turkey Emblem or add features.
• Do not settle for insufficient contrast with the background.
• Do not scale and crop the Turkey Emblem beyond recognizability.
• Do not use colors that are not inspired from our core color palette.
• Do not use the Turkey Emblem to mask reveal a background images or patterns.
• Do not rotate the Turkey Emblem.
• Do not change colors of the different part of the Turkey Emblem.
• Do not use the Turkey Emblem in a way that obstructs the main photo or background image.
• Do not switch directions the Turkey Emblem is facing.
• Do not outline the Turkey Emblem. Try to avoid drop shadows.
• Do not use any type of gradients or special effects.

Tone And Messaging

• The NWTF Brand has been carefully crafted. For the Federation to reach its greatest potential, it is imperative that we look and feel like one entity, united on behalf of our mission. This document captures key assets and usage guidelines that will help ensure we are cohesive and consistent, regardless of the member touchpoint.
• The foundational DNA of a brand are its Brand Fundamentals. Though they may not be seen by the public in this form, they are the blueprint from which the brand gets its guidance as it crafts everything it says, does and associates with. Based in our mission and values, they represent a distilled collection of ideas and principles that we want people to associate with the National Wild Turkey Federation.
• NWTF exists to lead the preservation of hunting heritage by bringing together people who are passionate and steadfast about keeping American wildlife flourishing.
• The soul of the American hunting lifestyle.
• We guarantee every NWTF endeavor will possess: • Scientific Basis – a grounding in sound principles based on the best available empirical evidence. • Inclusion – an attitude and approach that invites and welcomes all people who support conscientious wildlife-oriented lifestyles. • Altruism – selfless generosity based on our gratefulness for being granted a role within nature. • Mutuality – equal consideration to the well-being of wildlife and people through a lifestyle that best benefits both. • Pragmatism – respectful of the well-beaten path to success yet open to new proven methods. • Reverence – respect for natural laws, divine principles and the gift of all life.
• Warm and knowledgeable outdoorsman or woman rooted in science, an unwavering sense of gratitude and the potential of working together.
• The only conservation organization dedicated to the health of hunting practice as a means of sustainable sustenance and a grounded lifestyle (Body and Spirit).
• The only conservation organization with a focus on the complete well-being of all American wildlife (Habitat to Harvest).
• Foundational importance on divine faith and the sacredness of family (Creation and Sharing).
• The NWTF prioritizes the sacred relationship between all of wildlife and humans, encouraging a lifestyle which respects this balance as an everyday lifestyle choice. It is our privilege and our responsibility as humans.
• Creating a cohesive look and feel across all touchpoints is critical for our brand. We want both members and non-members alike to have a similar experience with the NWTF regardless of if they are engaging on the national, state or local level.
• Social media platforms can reach millions of people. There is great value in that. But if we all look and sound different, we risk confusing members and potential members. With our social platforms united under a common design system, we will look and feel like a true Federation.

Brand Values

• The foundational DNA of a brand are its Brand Fundamentals. Though they may not be seen by the public in this form, they are the blueprint from which the brand gets its guidance as it crafts everything it says, does and associates with. Based in our mission and values, they represent a distilled collection of ideas and principles that we want people to associate with the National Wild Turkey Federation.
• NWTF exists to lead the preservation of hunting heritage by bringing together people who are passionate and steadfast about keeping American wildlife flourishing.
• The soul of the American hunting lifestyle.
• We guarantee every NWTF endeavor will possess: • Scientific Basis – a grounding in sound principles based on the best available empirical evidence. • Inclusion – an attitude and approach that invites and welcomes all people who support conscientious wildlife-oriented lifestyles. • Altruism – selfless generosity based on our gratefulness for being granted a role within nature. • Mutuality – equal consideration to the well-being of wildlife and people through a lifestyle that best benefits both. • Pragmatism – respectful of the well-beaten path to success yet open to new proven methods. • Reverence – respect for natural laws, divine principles and the gift of all life.
• Warm and knowledgeable outdoorsman or woman rooted in science, an unwavering sense of gratitude and the potential of working together.
• The only conservation organization dedicated to the health of hunting practice as a means of sustainable sustenance and a grounded lifestyle (Body and Spirit).
• The only conservation organization with a focus on the complete well-being of all American wildlife (Habitat to Harvest).
• Foundational importance on divine faith and the sacredness of family (Creation and Sharing).

Visual Style

• Adherence to a “safe area” around the logo, free of other graphics, helps ensure that our logo will maintain prominence and legibility. Use an area that’s approximately the size of the turkey head to determine the safe zone around the logo.
• Legibility of our logo is critical and a minimum size has been established. As an easy reference, don’t make the Emblem smaller than a penny (about 3/4” or 50 pixels for digital applications).
• MINIMUM SIZE: About 50 pixels or 3/4 of an inch in emblem height.
• The emblem can be used as a large graphic in a way that crops the logo. This is most often used as a supplement to a Primary or Secondary logo. The wings can be cropped, but do not crop the head. Ensure the cropped embem remains recognizable.
• The use of color within the overall look and feel of the NWTF is encouraged. Any nature-inspired, earth tone color is acceptable for use in branded applications. That being said, we have aligned on a set of base colors and primary accent colors for use as a starting point.
• Our base colors are black, gray and white (Onyx, Charcoal, Snow). The set of lighter colors (Sand, Mint, Pewter) can be used as background colors, if needed.
• These additional colors represent the types of nature-inspired, earth tones that are appropriate for use with our brand. Bright and vivid colors, neon, and soft pastel colors are generally not appropriate for our brand.
• Please use the font Quincy CF for all headlines in official written communications. This font must be purchased.
• Font Size: Bigger the Better Line Leading: Tight Tracking: -30
• Please use the font Montserrat for all body copy in official written communications. You can download it free from Google Fonts.
• Font Size: 9pt Line Leading: 18pt Tracking: 0
• Creating a cohesive look and feel across all touchpoints is critical for our brand. We want both members and non-members alike to have a similar experience with the NWTF regardless of if they are engaging on the national, state or local level.
• All state and local chapters will be given a new logo derived from our master brand. We will no longer accept logos for state and local chapters outside of what is provided.
• Every state has been issued a new logo mark to be used in all state applications where the primary NWTF logo isn’t ideal. Each of these logo marks is derived from the master brand logo and all the same rules and guidelines apply.
• Colors are restricted to the two main components of the state logo -one color for the turkey emblem and a second color for the state name.
• Local chapters must use the color combination the state chooses, and they are not permitted to choose their own combination.
• Colors can be derived from the nature-inspired earth tones provided in our brand guidelines, or the can be based on state colors of other important state-specific symbols.
• All local chapter names should be treated in black or white, depending on what works best for the specific application.
• There are two seconday treatments of the state chapter logos. The first option stacks and centers the state name and the turkey emblem. This is better for applications where visually centering the mark looks better. The second option adds the “National Wild Turkey Federation” organization name below the state name. This option is better for applications where the logo lock-up must stand alone without the context of additional NWTF content and/or marketing materials. Every state has these two marks available, and the same coloring requirements apply.
• There are three tertiary treatments of the state chapter logos. The first option places the NWTF turkey emblem in context of a wild turkey breast feather. This option was created exclusively for gear and merchandise at the state level. The second option abbreviates the state name to create a more succinct lock-up. The third option places the NWTF wild turkey emblem in context of an outline of the state shape. As with the first two options, this was created exclusively for gear and merchandise at the state level.
• If you need custom graphics or materials, please be sure you reference these items and match the design systems as closely as possible.
• Use the NWTF Turkey Emblem on a background of your choice. Use one of the primary or secondary national or state-level logos on a background of your choice.
• Do not use colors that have not been inspired by our core color palette or use more than one color for the complete logo (unless otherwise approved).
• Do not use the logotype without the emblem.
• Do not change the orientation of the Turkey Emblem to the logo-type.
• Do not go rogue and change the colors of the logo elements outside of what is provided at the state or national level.
• Do not settle for insufficient contrast or use the Turkey Emblem and logo-type to mask reveal a background pattern or photo.
• Do not change the proportions of the Turkey Emblem or add features.
• Do not settle for insufficient contrast with the background.
• Do not scale and crop the Turkey Emblem beyond recognizability.
• Do not use colors that are not inspired from our core color palette.
• Do not use the Turkey Emblem to mask reveal a background images or patterns.
• Do not rotate the Turkey Emblem.
• Do not change colors of the different part of the Turkey Emblem.
• Do not use the Turkey Emblem in a way that obstructs the main photo or background image.
• Do not switch directions the Turkey Emblem is facing.
• Do not outline the Turkey Emblem. Try to avoid drop shadows.
• Do not use any type of gradients or special effects.
• With the publication of these Brand Guidelines, we have a new standardized approach to visually representing our state and local chapters. All previous logos and/or word marks will need to be replaced with our new logos detailed in previous pages.
• Moving forward, the NWTF will not authorize the creation of independent logos and identities for state and local chapters.

Layout And Composition

• Adherence to a “safe area” around the logo, free of other graphics, helps ensure that our logo will maintain prominence and legibility.
• Use an area that’s approximately the size of the turkey head to determine the safe zone around the logo.
• Legibility of our logo is critical and a minimum size has been established. As an easy reference, don’t make the Emblem smaller than a penny (about 3/4” or 50 pixels for digital applications).
• MINIMUM SIZE: About 50 pixels or 3/4 of an inch in emblem height.
• The emblem can be used as a large graphic in a way that crops the logo. This is most often used as a supplement to a Primary or Secondary logo.
• The wings can be cropped, but do not crop the head. Ensure the cropped embem remains recognizable.
• Creating a cohesive look and feel across all touchpoints is critical for our brand. We want both members and non-members alike to have a similar experience with the NWTF regardless of if they are engaging on the national, state or local level.
• To help facilitate this consistency, we have chosen to redesign the system of state and local chapter logos. Moving foward, all state and local chapters will be given a new logo derived from our master brand. We will no longer accept logos for state and local chapters outside of what is provided.
• Every state has been issued a new logo mark to be used in all state applications where the primary NWTF logo isn’t ideal. Each of these logo marks is derived from the master brand logo and all the same rules and guidelines apply.
• The logo toolkit contains multiple formats of the state chapter logos for each state, in both black and white.
• For certain applications, you may decide that a state-level logo would have a better look and feel with some added color. Adding color can also help to celebrate unique attributes of the individual state.
• Colors are restricted to the two main components of the state logo -one color for the turkey emblem and a second color for the state name.
• It is up to the leadership in each state to determine the state-specific color combination. Local chapters must use the color combination the state chooses, and they are not permitted to choose their own combination.
• Colors can be derived from the nature-inspired earth tones provided in our brand guidelines, or the can be based on state colors of other important state-specific symbols.
• From time to time, there could be an application where it’s important to specify the specific local chapter of the state. Should there not be another place to mention the local chapter, you can lock up the name of the chapter with the state-level logo.
• Note that applications for these lock-ups are limited. In most cases, the templates provided offer up a place to specify the local chapter.
• All local chapter names should be treated in black or white, depending on what works best for the specific application.
• There are two seconday treatments of the state chapter logos. The first option stacks and centers the state name and the turkey emblem. This is better for applications where visually centering the mark looks better.
• The second option adds the “National Wild Turkey Federation” organization name below the state name. This option is better for applications where the logo lock-up must stand alone without the context of additional NWTF content and/or marketing materials.
• Every state has these two marks available, and the same coloring requirements apply.
• There are three tertiary treatments of the state chapter logos. The first option places the NWTF turkey emblem in context of a wild turkey breast feather. This option was created exclusively for gear and merchandise at the state level.
• The second option abbreviates the state name to create a more succinct lock-up.
• The third option places the NWTF wild turkey emblem in context of an outline of the state shape. As with the first two options, this was created exclusively for gear and merchandise at the state level.

Brand Architecture

• Creating a cohesive look and feel across all touchpoints is critical for our brand. We want both members and non-members alike to have a similar experience with the NWTF regardless of if they are engaging on the national, state or local level. To help facilitate this consistency, we have chosen to redesign the system of state and local chapter logos. Moving foward, all state and local chapters will be given a new logo derived from our master brand. We will no longer accept logos for state and local chapters outside of what is provided.
• Every state has been issued a new logo mark to be used in all state applications where the primary NWTF logo isn’t ideal. Each of these logo marks is derived from the master brand logo and all the same rules and guidelines apply.
• The logo toolkit contains multiple formats of the state chapter logos for each state, in both black and white.
• For certain applications, you may decide that a state-level logo would have a better look and feel with some added color. Adding color can also help to celebrate unique attributes of the individual state.
• Colors are restricted to the two main components of the state logo -one color for the turkey emblem and a second color for the state name.
• It is up to the leadership in each state to determine the state-specific color combination. Local chapters must use the color combination the state chooses, and they are not permitted to choose their own combination.
• Colors can be derived from the nature-inspired earth tones provided in our brand guidelines, or the can be based on state colors of other important state-specific symbols.
• From time to time, there could be an application where it’s important to specify the specific local chapter of the state. Should there not be another place to mention the local chapter, you can lock up the name of the chapter with the state-level logo.
• Note that applications for these lock-ups are limited. In most cases, the templates provided offer up a place to specify the local chapter.
• All local chapter names should be treated in black or white, depending on what works best for the specific application.
• There are two seconday treatments of the state chapter logos. The first option stacks and centers the state name and the turkey emblem. This is better for applications where visually centering the mark looks better. The second option adds the “National Wild Turkey Federation” organization name below the state name. This option is better for applications where the logo lock-up must stand alone without the context of additional NWTF content and/or marketing materials. Every state has these two marks available, and the same coloring requirements apply.
• There are three tertiary treatments of the state chapter logos. The first option places the NWTF turkey emblem in context of a wild turkey breast feather. This option was created exclusively for gear and merchandise at the state level. The second option abbreviates the state name to create a more succinct lock-up. The third option places the NWTF wild turkey emblem in context of an outline of the state shape. As with the first two options, this was created exclusively for gear and merchandise at the state level.
• With the publication of these Brand Guidelines, we have a new standardized approach to visually representing our state and local chapters. All previous logos and/or word marks will need to be replaced with our new logos detailed in previous pages.
• Moving forward, the NWTF will not authorize the creation of independent logos and identities for state and local chapters.

Co Branding

• The NWTF identity elements are designed to represent the Federation in any number of branded and co-branded applications. You have the flexibility to choose which version best suits your need. However, other than the elements documented in this book, no other variation will be approved.

Social Media Guidelines

• Social media platforms can reach millions of people. There is great value in that. But if we all look and sound different, we risk confusing members and potential members.
• With our social platforms united under a common design system, we will look and feel like a true Federation.
• Profile Images Header Images Use the NWTF Use one of the primary or seconday Turkey Emblem on a national or state-level logos on a back­colored background ground of your choice.
• Nomenclature Identify the national, state or local chapter.

Additional Properties

Revenue History

Total Assets History