PETAL Wildlife Brand Identity Guide_Portfolio

PETAL
wildlife
BRAND IDENTITY GUIDE

Table of Contents
01 Brand Identity... pages 5 - 8
02 System... pages 10 - 14
03 Applications... pages 16 - 21
Reflection... page 22

Table of Contents
01 Brand Identity... pages 5 - 8
02 System... pages 10 - 14
03 Applications... pages 16 - 21
Reflection... page 22
Brand Identity 1

What is PETAL Wildlife?
PETAL Wildlife is a non-profit organization
founded by two sisters who strive to
incorporate wildlife and ecosystem
education in childhood cirriculum in
hopes that those children will one day
participate in protecting nature and
animals themselves.
PETAL sells workbooks for children to
learn about animals in a fun and
engaging way. They also sell other
merchandise such as shirts, mousepads,
backpacks, etc. The goal for this rebrand
was to capture their organization’s
mission in a brand identity in a way that
would be more successful than what
they have now.
Initial Design Ideas
I started this rebrand by thinking about
the fundamentals of PETAL Wildlife. At
their core, they are extremely passionate
about the protection of wildlife and
educating children when it comes to
those ideas. I knew the brand had to
include not only the essence of wildlife
protection, but also the playfulness of a
brand geared towards children.
2 Bra

01
Brand
Identity

Mark Structure
The goal of this mark was to combine the
key elements of PETAL Wildlife, which are
childhood education and wildlife. This was
accomplished by keeping the design loose
and simple to give a welcoming feeling.
Gridwork
While the mark was intentionally open and
“free” feeling, it is important to have an
underlying grid system within a mark to
ensure proper proportions and spacing
within the design.
PETAL
wildlife
PETAL
wildlife
4 Brand Identity

Typography
This typeface was chosen with the intent to ground the
overly friendly and child-like feelings that the mark on its
own could give off. The boldness and clean structure of
this type allowed for the logotype to feel united, thus
displaying a sense of importance and trust.
Urbane
Thin
Extra Light
Light
Medium
Demi Bold
Bold
Heavy
PETAL
Aa Bb Cc Dd Ee
Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp
Qq Rr Ss Tt Uu
Vv Ww Xx Yy Zz
Wildlife
Aa Bb Cc Dd Ee
Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp
Qq Rr Ss Tt Uu
Vv Ww Xx Yy Zz
Color
This color palette is meant for children, just like PETAL
Wildlife’s products are. The selection of colors displays
childhood, friendliness, and kindness - all qualities that an
organization with a young audience should strive to be.
PANTONE
P Process
Magenta U
PANTONE
P 139-16U
PANTONE
P 120-8 U
PANTONE
P 109-8 U
PANTONE
P 93-8 U
c 0%
m 100%
y 0%
k 0%
c 100%
m 0%
y 94%
k 12%
c 0%
m 50%
y 100%
k 0%
c 100%
m 35%
y 0%
k 10%
c 75%
m 100%
y 0%
k 0%
Brand Identity 5

Photography
These images outline the type of photography
PETAL Wildlife will adhere to, making sure to capture
a wide variety of imagery including those of
children, youth education, wildlife, and nature.
A brand’s photography choices should align with
the brand’s overall mission and brand attitude. Here,
the photography mimics the brand’s vivid coloration,
playful nature, and realistic nature images.
6 Brand Identity

02
System

Stationery
The stationery set below is a mockup of a letterhead,
business card, and envalope set that PETAL Wildlife
would use to send out - whether that is to customers,
sponsors, or employees. The color palette remains
aligned with the mark.
8 System

Stamps
These stamps include PETAL
Wildlife approved photography
and the logotype. PETAL Wildlife
would have a variety of stamps to
choose from in their shipping
facility, as the photography is
visually exciting for both adults
and children.
Icons
This icon system can be used
throughout PETAL Wildlife
branding, and would be most
impactful on digital platforms.
Global
Research/Explore
Education/Learn
The design style fo the icons
mimic the style of the mark in
that they are both linework as
Shopping/Cart
Mission
About Us
opposed to filled shaped. This
repetition of style allows for a
cohesive brand system.
System 9

Computer & iPhone Mockups
These mockups display an example of what online PETAL Wildlife
media could look like. Below are two Instagram screens, each full of
PETAL branding and photography, and a laptop that displays a
mockup of a webpage homescreen.
10 System

Publication
This publication example was chosen because PETAL Wildlife already
sells educational books for young children. This book design is an
example of how this new branding could be applied to a publication,
keeping in mind there are many other books that can, and should, be
made. Some ideas are a small children’s book, a magazine, an annual
report, workbooks, or even a school textbook.
System 11

Animation Storyboard
The idea for this animation
is to draw out the mark line
by line, starting with the ear
and finishishing with the eye.
After the lines of the mark are
drawn out, the type will
appear. The goal of this
animation is to appeal to
children, while remaining a
solid motion.
12 System

03
Applications

Exterior Signage
Packaging
The top image is signage
for a PETAL Wildlife
merchandise packaging/
distrubution center and
the second image is of the
packages they’d mail.
The image on the right is
an interior neon sign that
could be used as
decoration in that facility.
14 Applications

Neon sign (interior signage)

Vehicle
The purpose of this PETAL Wildlife vehicle would be for employees to visit
schools, zoos, summer camps, libraries, learning centers, etc in order to
provide children with access to their products. With this exposure, their
sales would most likely increase.
16 Applications

Safari Applications
The safari outfit below would be a great product for PETAL Wildlife to
provide on their store website. This could be a popular item among
children who buy workbooks from PETAL Wildlife and go on adventures of
their own.
Applications 17

Clothing & Lanyard Applications
Lanyards would be needed for employees/volunteers. Shirts would be
needed by employees, volunteers, and students and they would need to
vary in color for events so they can be easily identified among children.
Other clothing sales, like the hoodie above, would also be a big selling
point on the store website.
18 Applications

Education Applications
This brand identity can be applied to countless school supplies and
education materials. It would be beneficial to provide merchandise like
the examples pictured in order to not only promote this organization, but
also for children to feel a part of the PETAL Wildlife.
Applications 19

Reflection
I chose this PETAL Wildlife because I am very passionate
about animals and animal rescue. I think PETAL Wildlife’s
approach to teach children adn get them involved in
animals is a creative and impactful way to create lifelong
animal lovers and advocates. I am glad that I had the
opportunity to rebrand their organization and offer some
of my ideas in order to possibly boost their impact. This
process has been very educational for me, and I’m glad
that my first experience with a complete rebrand was with
an incredible company such as PETAL Wildlife.
20 Reflection

PETAL
wildlife
A rebrand proposal by
Kayla Eastman
OSU VCD 2022