Flamingo Gardens Rebranding Project

FLAMINGO GARDENS

STYLEGUIDELINES

2012

REBRANDING

Flamingo Gardens is an established company, but

every company should look for ways it can improve and connect with their

audience. To make sure that the new rebranding efforts are carried into the future, a brand strategy

has been created to define the new brand.

To ensure that the rebranding project will meet the clients’ needs and attract its target audience, specific design decisions have been determined.

This document will examine those decisions in detail and explain why those choices were made. This lessens the chance of the designer’s personal design

aesthetic taking over, and ensures that the clients’ needs are met and the client-designer relationship is established firmly.

TABLE OF CONTENTS

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Company Profile Creative BriefResearch PaperPhoto Ethnography Target Audience Rebranding Strategy

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Competitive SurveyDesign ResearchLogo Development

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Website Web Ads SignageBrochure

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Brand Description Color Palette Voice and Tone Fonts Approved ImageryLogo Specifications

29 STYLE GUIDE

2

3 DESIGN RESEARCH 17 CREATIVE DEVELOPMENT

53 FINAL DESIGNS

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III

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Company Profile Creative BriefResearch Paper Target AudienceRebranding Strategy

DESIGNRESEARCH

I

COMPANY PROFILE

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I DESIGN RESEARCH

Company NeedsA unified branding strategy will catapult Flamingo Gardens into a top contending family activity.

OverviewFlamingo Gardens is a place to appreciate, enjoy and preserve the natural habitat of the everglades. It has grown and reinvented itself over the years, first being a commercial orange grove turned botanical garden, and currently a non-profit organization dedicated to preserving and rehabilitating the native animals and flora of South Florida.

To take this historical company to another level while continuing the course, a rebranding of its public face will help to solidify their efforts to break into new and emerging markets, while letting their guests and competition know that Flamingo Gardens is always striving for the highest level of excellence.

Funding OpportunitiesCreating a new strategy for current programs takes advantage of niches in the marketplace.

KEY NEEDS: KEY OPPORTUNITIES:

Funds to build and update wildlife exhibits

Unified branding

More volunteers

New wildlife adoption strategy

New donation strategy

New field trip strategy

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CREATIVE BRIEF

PRIMARY PROJECT OBJECTIVE

To rebrand Flamingo Gardens by applying a new brand strategy, logo, and web design towards a new target audience.

PRIMARY DELIVERABLES

• Redesigned logo• Redesigned website• Brand strategy - style guide and campaign guidelines

PRIMARY COMPETITION

• Morikami Japanese Gardens• Long Key Nature Center

TARGET AUDIENCE

Children and families

INDIRECT COMPETITION

KEY TENETS

• Indoor bounce houses/activity centers• TV (Movies, Cartoons)• Video Games

• Eco-awareness• Eco-responsibility• Wildlife Rehabilitation

In order for the Flamingo Gardens Rebranding Project to be successful, all creative work must align with these core objectives:

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FLAMINGO GARDENS STYLE GUIDE

CAMPAIGN CALL-TO-ACTION

• Visit the location• Visit the website• Word-of-mouth

BRAND ATTRIBUTES

• Supportive• Informative• Sustainable

• Involved• Community• Friendly

POSITIONING

Flamingo Gardens is the only place to learn about native everglades wildlife and flora in one location.

I DESIGN RESEARCH

RESEARCH PAPER

Revitalizing the brandExtensive research has been done to explore, define, and explain the process that should be taken to revitalize the brand of Flamingo Gardens and focus its attention towards a new target audience. Its current brand is dated, has no specific target audience, and does not fully take advantage of marketing opportunities such as the Web, on-site signage, and advertising. Flamingo Gardens is a non-profit organization, and relies on government and donor funds. A brand redesign will help to re-establish its mission and services in the community, increase brand perception in its market, and make a stronger case to attract funds that help to do more for their mission and cause. The redesign will entail updating the logo, website, signage, advertisements and other printed materials. A new branding strategy will keep these elements unified and consistent. Each

of these elements has been thoroughly researched to explain why each choice was made.

Flamingo Gardens exists to remind, educate, and celebrate the beauty of the Florida Everglades by providing a one-of-a-kind eco experience and provide a permanent and safe home for its native flora and wildlife. In order to ensure that this unique establishment survives over the years and maintains the name that it built for itself and its importance in South Florida, a redesign of its brand is imperative.

The new rebranding projectIn order to attract new customers and raise ecological awareness of the Florida Everglades at Flamingo Gardens, a campaign needs to be developed to bring in those new customers and keep them coming, while enticing existing customers to visit again. The company must

also boost consumer perception, which is currently not as strong as it could be. Flamingo Gardens currently has a poor brand identity and is not as widely known as its competitors, even though it has the unique selling point of being the only botanical garden and wildlife sanctuary in south Florida. They currently target everyone as their audience, and in doing so their lack of direction towards a specific demographic results in a slower stream of customers. A new target audience will be the focus of the campaign, which will be launched along with a company rebranding effort that will allow Flamingo Gardens to reposition itself in its competitive market. This book describes a new rebranding strategy and campaign with supportive research to show how those decisions were made. In following these guidelines, Flamingo Gardens will bring in more customers and funds to support their historic mission and goals

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I DESIGN RESEARCH

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DESIGN RESEARCHPHOTO ETHNOGRAPHY

Studying visitors as an individual Photo ethnography is a field exercise in which subjects record their daily experiences with still or video cameras over an extended period of time. This practice is similar to visual anthropology because both use visual media for interpreting cultural human behavior. Flamingo gardens has been around since the 1960s, so as long as the internet has been around, and internet users have learned how to post images themselves, and with the popularity of Web 2.0 and the steady rise of social media, Flamingo Gardens has a wealth of imagery posted by others who have visited the location. This method of research gave a clear picture of the target audience and how to take advantage of marketing to them.

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Analysis of images can provide insight into the lives and needs of the audience, and help identify ways to communicate with them.

I DESIGN RESEARCH

TARGET AUDIENCE

Right: The target audience enjoys spending time outdoors and learning about the world around them.

Loves spending time together as a family

Park and outdoor

enthusiasts

Parents need place for

relaxation with children in tow

Recycles as family and interested in lowering carbon footprint

Kids have short attention span, puzzles and sensory activities to keep interested

Audience Profile

30 - 45

BFA

$65,000

Electrician, Project Manager

5-10

K-5

Science, biology

Playing outdoors, exploring, puzzles

Age:

Education:

Income:

Job:

Age:

Education:

Interests:

Hobbies:

PARENTS

CHILDREN

KIDS AND FAMILIES


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I DESIGN RESEARCH

REBRANDING STRATEGYSWOT ANALYSIS

Live Animals

Close proximity to 195

Family bonding experience

Exercise activity

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Price

No clear brand across media

Extra tram fee

No full-time guides on location

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Morikami Japanese Gardens

Indoor play areas

TV

Movies

––––

New donation strategy

New wildlife adoption strategy

Social Media campaign

Online shopping cart

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ENG

TH

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TH

REAT

S

OPP

ORT

UN

ITIE

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WEA

KN

ESSES

INTERNAL

EXTERNAL

POSI

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REBRANDING STRATEGY

Its all about positioningBy understanding where Flamingo Gardens stands in the playing field, a strategy can be implemented to achieve its highest potential:

KEY MOVES:

Translate features into benefits

Highlight edge over competition

Create smart ad and web copy

Cater to the customer's emotional needs

Online strategy for new and existing customers

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Live animals

Nature shows

Exercise

Family bonding

Live animals help kids learn about

world around them

Nature shows help families be more

aware of the environment

Gives families a healthy alternative to

sitting on the couch

Family bonding strengthens the fam-

ily unit

a

b

c

d

a

b

c

d

EXAMPLEUse this approach when writing ads and

copy for print and web:

Instead of feature only:

Describe the benefit:

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Competitive SurveyDesign ResearchLogo Development

CREATIVEDEVELOPMENT

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COMPETITIVE SURVEYDIRECT COMPETITION

Morikami Japanese Gardens

Superb BrandingMorikami’s branding is top notch and what Flamingo Gardens should strive for. Their brand is strong and unified.

Long Key Nature Center

Interactive ExhibitsTheir interactive activity center rivals a large museum. Guests take self-guided tours, and can either read or hear an audio narrative.

KEY FEATURES: KEY FEATURES:

Logo is consistent on all media

All signage has same style and font

Stands out amongst their competitors

Consistent flow of repeat guests

Video exhibit installations

Sensory exploratory exhibits for kids

Interactive buttons, puzzles, and artifacts

Touch screen learning stations

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Busch Gardens www.buschgardens.com Morikami Japanese Gardens www.morikami.com

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COMPETITIVE WEBSITE ANALYSIS

Informative HomepageTheir website homepage gives the user multiple opportunities to interact and find what they are looking for. Clear navigation makes searching easy.

Style ConsistencyExcellent public facing branding extends to website and continues to strengthen their brand. Rotating banner celebrates the beauty of the location.


Park hours and temperature on homepage

Target audience call-to-action buttons

Three areas for upcoming events

Rotating banner and tabbed navigation

Website design consistent with branding

Corporate giving and grants along

Thoughtful donation and volunteer types

Creative copywriting encourages action

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II CREATIVE DEVELOPMENT

INSPIRATIONAL WEBSITES

Cuban Council www.cubancouncil.com Itosieceni www.itosieceni.it

Detail & ReadabilityDesign quality is immaculate and small details such as innovative footer navigation is impressive. Typography is well done. Headlines use consistent voice and tone.

Innovative InteractivityThis website goes against every trend and usual design layout in favor of their own. User is encouraged to explore content.


Color coded sub header system

Company history/culture influence

Multiple simple navigation options

Contact information easy to find

Engaging typography

Highly usable and interactive

Out-of-the-box use of CSS coding

Superb image optimization

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Artforum

Excellent LayoutPage layout and typography encourages reading large amounts of copy. Intriguing headline copy catches the reader’s attention.

Caribbean Travel + Life

Finishing Touches Pull quotes and finishing touches on copy design encourage reading. Visual flow of makes reading enjoyable from page to page.

DESIGN RESEARCH

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Large full-page photos

Minimalist legible typography

Memorable logo

Target audience focused content

Photos complement copy

Attention-grabbing captions

Bright warm color palette

Image whitespace for headings

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MAGAZINE LAYOUT

LOGO DEVELOPMENTWORD CLOUD

everglades

brown

awareness

elemen

ts

bushes

branches

sustainable

friendly

soil

flora

water

dirt

mangrovesham

mocks

animals

rainforest

Florida

sunoak

redflowers

palm

silhouette

leaves

roots

unique

{ecosystem}

revitalization

beauty

recycle

sunray

exotic

habitatsupportive

{involved}

tropical

warm

green

plants

community

birds

{wildlife}

seeds

sanctuaryexperience

Gardens

Flamingo

treesbotanical

non-profit

swamps

rain

clouds

south

feathers

fur

air

Hidden verbal meaningA combination of research and creative

exploration was used to redesign the Flamingo Gardens logo. The word cloud

at left was created to make sure that the logo represented what Flamingo

Gardens stands for. Each word was carefully chosen and the logo had

to be able to stand beside each one and represent it.

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Snowy the owl is a rescue whose ear was injured from a bb gun accident. She now assists during live animal presentations.


Need to change this copyBased on the headline, “When was the last time YOU took a field trip?”, the voice should be slightly humorous and thoughtful, intuitive and playful. Since the target audience is children and families, the copy

should appeal to kids and the ‘kid at heart’ in adults. The voice should also sound like a friend is talking to them, someone familiar showing them around Flamingo Gardens. Almost a hand-holding type of voice should be heard when reading the type.

LOGO DEVELOPMENTLOGO CREATION

This photo was the inspiration for the shape of the head in the logo.

Creating the BrandmarkOnce initial research proved that the logo was to be abstract, the creative process moved to redesigning the Flamingo Gardens logo. Careful consideration of the company’s history was made to ensure that the redesign did not completely stray from its original version. This was done to make sure that people already familiar with Flamingo Gardens could relate to the new logo.

The creative process - from sketch to completion:

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This logo will lead the new design for the rebranding project for Flamingo Gardens. The abstract style will give a clean, updated look and feel for the company, and its simple design will appeal to the target audience of children and families. The logo combines both a

flamingo and a leaf in their simplest forms to represent “Flamingo Gardens”. This way, the brandmark can stand with or without the logotype. Part of the strategy is to use the brandmark without the logotype for future branding uses such as new products and signage.

LOGO DEVELOPMENTTHE NEW LOGO

A logo must stand on its own in black

and white first before color is added.

Logo Breakdown

FLAMINGOGARDENS

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FLAMINGOGARDENS

LEAFrepresents “Gardens”

BODY represents “Flamingo”

research was done to determine if children could recognize abstract art; which proved true.

MULTIMEDIA FRIENDLYits simple shape resizes well, is cost effective to print, and can easily be applied to products, print, web, and mobile applications.

CLASSIC FONTGill Sans is a versatile font that will still look sleek and modern for years to come.

OPTIONAL LOGOTYPE created with the future in mind, the logo shape can be eventu-ally used on its own, since both shapes represent the words “Flamingo Gardens”

SIMPLE, ABSTRACT SHAPE

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STYLEGUIDE

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Above: Woman at Flamingo Gardens, circa 1950’s. Top right: Wray family photos.

About Flamingo GardensFlamingo Gardens is a 60 acre wildlife sanctuary and botanical reserve in Davie, Florida. It began as a home that was built in the 1930’s by the Wrays, a business couple who used the property for entertaining and relaxation. They were an influential couple in the area who had ties to President Eisenhower and other local business individuals and civic groups. The home was later turned into an Everglades museum.

Rescue and preservationFlamingo Gardens rescues injured animals who can no longer survive on their own in the wild. When the animals breed, their offspring is released back into the wild. They are given a permenant home in the gardens and receive food and care by staff and volunteers. Wildlife adoption is available to customers to help the company pay for animal care costs.

The BrandThe Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors. The Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors. The Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors.

BRAND DESCRIPTION

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III STYLE GUIDE

COLOR PALETTE

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III STYLE GUIDE

The following color palette was chosen to evoke emotions in the target audience and also depict colors naturally found in the everglades environment. The warm palette triggers energy and revival in adults, vibrant playfulness in children and fresh youthful happiness in teenagers.

Why these colors?

CMYK

0, 58, 87, 0

42, 64, 98, 40

2, 79, 90, 0

39, 0, 84, 0

66, 0, 49, 0

0, 32, 69, 0

1, 0, 44, 0

19, 91, 100, 0

77, 23, 63, 5

43, 0, 31, 0

91, 62, 61, 63

RGB

251, 134, 54

107, 71, 28

236, 91, 51

166, 220, 87

56, 200, 162

255, 183, 98

255, 245, 163

187, 57, 38

58, 145, 119

132, 227, 198

4, 44, 48

HEX

fb8636

6b471c

ec5b33

abdc57

38cba2

fb7762

a6dc57

bb3926

369278

90d2be

0b2c30

PANTONE

1575 c

1405 c

7417 c

374 c

3385 c

1365 c

601 c

180 c

7473 c

337 c

5463 c

VOICE & TONE

VoiceBased on the headline, “When was the last time YOU took a field trip?”, the voice should be slightly humorous and thoughtful, intuitive and playful. Since the target audience is children and families, the copy should appeal to kids and the ‘kid at heart’ in adults. The voice should also sound like a friend is talking to them, someone familiar showing them around Flamingo Gardens. Almost a hand-holding type of voice should be heard when reading the type.

Copy & MusicThe body copy and music alike should make the audience go to an unlimited and magical place of wonder. When you visit Flamingo Gardens, you get a sensory overload of beautiful tropical scenery and animals. The copy and music should only enhance the

emotion of the target audience, helping them to get the sense of “being in another world.”

ToneThe tone should be childlike, talking to the child at heart in the audience, whether young or old. “Wanna see how otters play tag?” “Look at the huge crocodile!” “Follow me to see the bird show!” are just a few examples of the tone that should be used for advertisements and signage around the park itself. Using a consistent tone like this will help shape the brand of Flamingo Gardens and tap into the emotions of the audience.

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III STYLE GUIDE

FONTS

Flamingo Gardens fonts were chosen to establish the rebranding campaign by providing stability, playfulness, and durability to last well into the future.

Visual Voices

Ad HeadlineFilmotype LaSalle

Sub headersGill Sans Bold Italic

Body copyGill Sans Regular

Headers / NavigationGill Sans Light

This font was chosen for its playfulness and attention-grabbing design. The tone of this font is “Hey, look over here!”, like a friend waving for you to hurry over and take a look.

Gill Sans is a versatile font and ‘Bold Italic’ brings attention to the paragraph heading without distracting the reader from scanning the body copy.

The logotype uses this classic font, which was chosen to give a strong and lasting impression for this historical company. The font is used throughout the campaign for brand unity.

The curve and weight of this font resembles a flamingo, and also has an air of curious sophistication. It also does not compete with imagery or other fonts used in the campaign.

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III STYLE GUIDE

APPROVED IMAGERY

WildlifeImages of wildlife should be close enough to distinguish what type of animal it is, and most of its body should be shown. Colors of the animal and its background should clearly contrast, not blending together.

TexturesFor advertisements and other print collateral, textured backgrounds are another option besides a more busy photograph. The photo of dirt to the left leaves ample space to the left of the leaves for copy placment. The vector sample has a light colored background of tiled leaves which is also acceptable.

Human ElementWhen images of people are used, opt for waist-up shots where they are smiling in front of a natural outdoor setting with foilage similar to what a visitor

could see at Flamingo Gardens. Use single-person shots moderately and more of groups of friends and/or groups of families having fun together outdoors.

NatureUse shots close enough for the viewer to see the intricacies and details of the beauty of the plants shown. There should also be space for copy in the top third of the photo. In this image of palm leaves, a large heading can be placed in the sky area on the top left corner of the page.

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III STYLE GUIDE

LOGO SPECIFICATIONS

The Flamingo Gardens logo has four approved versions. They should be reproduced according to the following guidelines:

The updated logo

ALTERNATE LOGO VERSIONS

FLAMINGOGARDENS

Regular

FLAMINGOGARDENS

Boxed

FLAMINGOGARDENS

Reversed

FLAMINGOGARDENS

Black & White

Whenever possible, the “regular” version should be used against a white background.

The “boxed” version is provided for use against any other background to ensure that the logo remains readable.

The “reversed version of the logo may be used against black, or PMS 369.

The “black and white” version is to be used in one color print jobs.

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III STYLE GUIDE

Breathing roomTo give the logo the greatest possible visual impact, it is important to always allow for the minimum amount of clear space around the logo. Avoid positioning text, photos, or other elements within the clear space zone.

LOGO SPECIFICATIONSCLEAR SPACE

Clear space must be twice the height of the

“o” in the logotype

FLAMINGOGARDENS

OO

OO

OO OO

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III STYLE GUIDE

LOGO SPECIFICATIONSBACKGROUND USAGE

White SpaceMake sure that images chosen have “whitespace” for the page heading and subhead. In the picture above and throughout this guide, notice the ample room in the top left or right corner for heading placement.

HEADING HERE Subheading

IMAGEwhitespacearea

MORE EXAMPLES

Copy and texture balanceWhen using textured backgrounds like the ad layout example above, make sure that the background clearly contrasts with the text and does not compete with the copy.

Here is some text is here text here is some advertising text here

Headline

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TEX TURED

MORE EXAMPLES

III STYLE GUIDE

LOGO SPECIFICATIONSINCORRECT USAGE

FLAMINGOGARDENS

FLAMINGOGARDENS

Full-color with dark background

Distorted

Practices to avoid Choose the correct version for your project from the files provided. Do not change the colors, fonts, or proportions of the logo. Use only approved color backgrounds with the appropriate version of the logo.

Too small

FLAMINGOGARDENS

Practices to follow Consistency is key. Against dark backgrounds, always use the reversed version, unless the background color is very light, such as very light yellow or blue. Make sure to adhere to the minimum size for optimum readibility.

Reversed with dark background

Full-color with light background

Correctly scaledminimum size: 30mm / 1.2”

FLAMINGOGARDENS

FLAMINGOGARDENS

FLAMINGOGARDENS

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CORRECT USAGE

III STYLE GUIDE

ONLINELOGO SPECIFICATIONS

regular 200px

FLAMINGOGARDENS

regular 100px

FLAMINGOGARDENS

boxed 100px

FLAMINGOGARDENS

boxed 200px

FLAMINGOGARDENS

Logo versions for Web Versions of the Flamingo Gardens logo have been provided in the .GIF, .JPG, and .PNG file formats for online usage. These versions are available in a large and small size. To avoid readability problems, do not use the logo online at any size other than the two provided. Theh ideal background color for the logo is white, but a “boxed” version has also been provided in two sizes for use against backgrounds other than white.

MEDIUM-SPECIFIC

ONLINE

PRINT

Logo print specificationsTo reproduce the logo, use only pdf or eps files to ensure that the correct colors are used and so that the correct scaling is not compromised. If using the logo for letterheads, position on the top right of the page only, and no larger than 1 inch in height may be used. Business cards and all printed materials should follow the design guidelines stated in the logo specifications section.

FLAMINGOGARDENS

FLAMINGOGARDENS

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III STYLE GUIDE

PRINT

MEDIUM-SPECIFIC

Increase perception of valueAll signage should follow the guidelines set in the fonts section to ensure that branding is unified and can be trusted by the audience. There should be one design style consistent on the following, and all similar signage throughout the park location including:

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SIGNAGE

III STYLE GUIDE

KEY SIGNAGE:

Roadside park entrance sign

Attraction signs

Directional signs throughout the park

Information signs

Parking lot signs

Cafe signs

Accessibility signs

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WebsiteWeb Ads SignageBrochure

FINALDESIGNS

IV

Web ElementsEach page in the website should follow these guidelines to ensure that branding is unified across all web pages.

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Global Navigation

Buttons

Content strokeSeparates main content area

from background full page image

PAGE HEADING

CONTENT HEADING

regular anchor link

important anchor link

Gill Sans Light

Gill Sans Regular

Gill Sans Regular Underlined

Gill Sans Regular Underlined

FINAL DESIGNSWEBSITE

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1024 px

Homepage

IV FINAL DESIGNS

Sanctuary

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58

Tickets

IV FINAL DESIGNS

Wildlife

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Events

IV FINAL DESIGNS

Strategy in actionNow that guidelines have been established for writing ad and web copy, lets take a look at how to sell those features and benefits to the audience. Remember that the tagline speaks to the emotions of the audience and gives them a reason to visit. Taglines used here are: "Break the routine, get some air." (which targets mothers) and "Better than watching Animal Planet." (which targets parents to get their kids outside and be active.) To refer back to copy guidelines, see page 10.

Finding the right imageUsing a set of approved taglines, choose an image that supports the copy and intrigues the audience. Place the logo in an area that clearly contrasts and doesn't clash with the colors used. Don't forget to use and crop images to include the crucial whitespace area for copy that is part of the new rebranding design guidelines. To refer back to whitespace in images, see page 41.

STANDARD WEB ADS

NAMES AND DIMENSIONS:

Full Banner

Skyscraper

Vertical

Square

Button

468x60

120x90

120x240

250x250

120x90

a

b

cd

e

e

a

b

c

d

FINAL DESIGNSWEB ADS

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SEE WHYSEE WHY

SEE WHY

FLAMINGOGARDENS

FLAMINGOGARDENS

FLAMINGOGARDENS

SEE HOW

IV FINAL DESIGNS

Better than watching Animal Planet.



Break the routine, get some air.

FLAMINGOGARDENS

Better than watching

Animal Planet.

Above: High contrasting colors grab the attention of the viewer amid other advertisements and distractions on the web.

FINAL DESIGNSSIGNAGE

Park Front mounted entrance signage FLAMINGO ROAD

(in front of Flamingo Gardens)

PRINT

64

Attraction sign

OPPOSITE: Flamingo Gardens is located in front of a street named Flamingo Road. The current signage is hardly noticeable when driving past in a car. The updated signage below uses bright colors to attract the eye of a driver or passenger in a car.

THIS PAGE: All signage should follow a similar style to the mounted entrance sign for consistency. The same font and design elements should be used such as the flower. There is flexibility with additional designs, such as the water which represents the “pond”. Related animals may also be added.

IV FINAL DESIGNS

FRONT

FLAMINGOGARDENS


INSIDE

Break the routine, get some fresh air.

How to find us

$2.00 OFFadmissionwith this coupon*unlimited guests!

3750 S Flamingo Road, Davie, Florida 33330-1614Take I-95 North or South to I-595 I-595 West to Flamingo Road (Exit #1B)Flamingo Road South 2 miles

Catch some air, bond

with the ones you love.

FLAMINGOGARDENS

Flamingo Gardens is a place to explore, learn, and be together with the ones you love. You'll also be doing your part to conserve the native plants and wildlife of the everglades. It's a win-win situation.

Live animals help kids learn about the world around themNature shows teach how to be more aware of the environmentA healthy alternative to video games and TVBond with the ones you love

ü

ü

ü

ü

Freedom awaits.

ô

ï

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FINAL DESIGNS

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IV FINAL DESIGNS

Brochure basicsContinue to use the full bleed image approach for brochure design. Remember its all about making every media component complement each other, which in turn will strengthen the Flamingo Gardens brand and build more trust in the audience.Choose images that show target audience interacting with animals and each other at Flamingo Gardens. Basic contact, features, and direction information should be included, but the copy should be memorable.

Color blocksPut type on top of color blocks that are part of the approved color pallete. Tints and opacity changes should only be applied to text and design elements. To refer back to the color palette, see page 38.

Speak to emotional needsInstead of only listing features that Flamingo Gardens offers, use brochures and flyers to tell the target audience what benefits they can receive by visiting. They need a reason why they should come to Flamingo Gardens and not the jungle gym down the street. Use the strongest statements on the front cover.For more examples, refer back to the rebranding strategy on page 19.

ImagesClose up shots are more personal and give the target audience an idea of what to expect when they visit. Brighten the colors if necessary and make sure they are vibrant and inviting.

BROCHURE

REFERENCES

PGCover1357910111111111111121213141414141819

19202021212222232425

DESCRIPTIONIsolated flamingoBridgeGirl with peacockBamboo treesHeronTree with pondBobcat insetHawk with trainerChildren in treesFlamingosTop flowerMom and kidsBottom flowerParrotKids with flamingosFamilyTop leftTop rightBottom leftBottom rightGirl feeding flamingoMorikami

Boy with puzzleBusch Gardens websiteMorikami websiteCuban council websiteItosieceni websiteArtforum magazine coverCaribbean traveler magazine coverLeafOwlFlamingo head

SOURCEhttp://www.free-desktop-backgrounds.net/Animal-birds-wallpapers/Flamingo-bird/Pink-flamingo-bird.htmlpersonalhttp://www.wunderground.com/blog/seflagamma/comment.html?entrynum=175personalpersonalpersonalhttp://www.flickr.com/photos/graphicgreg/7433266298/in/photostreamhttp://orchidmiami.wordpress.com/2012/05/03/2012-flamingo-gardens-31st-annual-orchid-show-sale-long-overdue-pics/http://www.themonbergs.com/family/flamingo-gardens/http://www.cityofdavie.com/2011/05/flamingo-gardens-paradise-found-in.htmlhttp://orchidmiami.wordpress.com/2012/05/03/2012-flamingo-gardens-31st-annual-orchid-show-sale-long-overdue-pics/http://futuremarshallbaby.blogspot.com/2012/01/flamingo-gardens.htmlhttp://daniel329fstop.blogspot.com/2010/06/flamingo-gardens.htmlhttp://ronniebo.com/?tag=flamingohttp://ajauthor.blogspot.com/2012/04/our-trip-to-flamingo-gardens.htmlhttp://www.wavebreakmedia.com/stock-video-footage-p-21107/Smiling-Family-Against-A-White-Background.htmlhttp://milwaukeemamas.com/wp-content/uploads/2011/04/kids-playdates-play-date-outside.jpghttp://www.tamiarmijo.smartmtg.com/http://www.tamiarmijo.smartmtg.com/http://www.blogger-index.com/feed468571.htmlhttp://findingchianna.blogspot.com/2010/03/birthday-party-fun-at-flamingo-gardens.htmlhttp://www.paulstravelpictures.com/Morikami-Museum-Japanese-Gardens-Delray-Beach-FL/Morikami-Museum-Japanese-Gardens-Delray-Beach-FL-031.htmlpersonalhttp://www.buschgardens.comhttp://www.morikami.comhttp://www.cubancouncil.comwww.itosieceni.ithttp://chicagoartmagazine.com/wp-content/uploads/2010/01/ARTFORUM_article.jpghttp://www.pdfmagazines.org/magazines/5712-caribbean-travel-life-april-2012.htmlpersonalhttp://www.wildmusings.com/photos/http://www.tripadvisor.com/LocationPhotos-g34170-w3-Davie_Florida.html

IMAGES

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DESCRIPTIONKids runningVintage woman with peacocksWray family photos2 FlamingosParrotTree with pondTurtlesParrotLeaf in dirtWhite birdLeaf vectorLeaf close-upTeenagersFan plantsFan plant close-upFlamingoLarge trees backgroundFan panoramicTree with pondLeaf close-upLeaf in dirtLeaf gradientGrass textureFlower tree backgroundFamily holding handsGirl feeding flamingoFan plantsBridgeEverglades panoramicWhite bird close-upFan plantsFlamingo pondTram ride

SOURCEhttp://renownscribbles.org/2011/04/28/family-friendly-spring-events/http://www.flickr.com/photos/stevenm_61/2381441763/http://www.flickr.com/photos/nancyvioletavelez/5996250010/sizes/o/in/set-72157627188093245/personalpersonalpersonalpersonalpersonaliStockphotopersonalVeerpersonalhttp://www.alpha-smiles.com/meet-dr-leonard.phppersonalpersonalpersonalpersonalpersonalpersonalpersonaliStockphotoVeeriStockphotopersonalhttp://futuremarshallbaby.blogspot.com/2012/01/flamingo-gardens.htmlhttp://findingchianna.blogspot.com/2010/03/birthday-party-fun-at-flamingo-gardens.htmlpersonalpersonalpersonalpersonalpersonalpersonalpersonal

REFERENCES

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DESCRIPTIONTree with pondBobcat insetOtterEagleBobcat loungingPalm leaf close-upOrchidsFlamingo necksMom and kidsOwlGirl with peacockFlamingo close-upGirl feeding flamingoFlamingo pondOrchidsPanther close-upSign

SOURCEpersonalhttp://www.flickr.com/photos/graphicgreg/7433266298/in/photostreamhttp://serenityspell.com/florida-history-sightseeing/flamingo-gardens/http://serenityspell.com/florida-history-sightseeing/flamingo-gardens/http://www.flickr.com/photos/graphicgreg/7433266298/in/photostreampersonalhttp://orchidmiami.wordpress.com/2012/05/03/2012-flamingo-gardens-31st-annual-orchid-show-sale-long-overdue-pics/http://serenityspell.com/florida-history-sightseeing/flamingo-gardens/http://futuremarshallbaby.blogspot.com/2012/01/flamingo-gardens.htmlhttp://www.wildmusings.com/photos/http://www.wunderground.com/blog/seflagamma/comment.html?entrynum=175http://bcadayatatime.com/2012/01/28/in-victoria-b-c-there-is-a-place-that-is-truly-magical/http://findingchianna.blogspot.com/2010/03/birthday-party-fun-at-flamingo-gardens.htmlpersonalhttp://orchidmiami.wordpress.com/2012/05/03/2012-flamingo-gardens-31st-annual-orchid-show-sale-long-overdue-pics/http://serenityspell.com/florida-history-sightseeing/flamingo-gardens/personal

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Felton, G. 2006. Advertising concept and copy. NY, New York: W. W. Norton & company, Inc.

Bergstrom, B. 2008. Essentials of visual communication. London, UK: Laurence King Publishing Ltd.

Ambrose, G. & Harris, P. 2005. Layout. Switzerland: AVA Publishing SA.

Potts, K. 2007. Web design and marketing solutions for business websites. Berkeley, CA: Apress.

Best, K. 2006. Design Management. Switzerland: AVA Publishing SA.

Rockport. 2007. Logos - an essential primer for today's competitive market. Beverly, MA: Rockport Publishers.

Visocky O'Grady J. and Visocky O'Grady, K. 2006. A designer's research manual. Beverly, MA: Rockport Publishers.

Wheeler, Alina. Designing Brand Identity: An Essential Guide for the Whole Branding Team, 3rd Edition. Hoboken, NJ: John Wiley & Sons, Inc.

BOOKS

Designer Client

Angela WallaceFlamingo GardensCopyright 2012

FLAMINGOGARDENS

Flamingo Gardens Rebranding Project

Documents

new strategy

new brand strategy

overviewflamingo gardens

new target audience

new rebranding efforts

web design

specific design decisions

style guide23 design