Lone Wolf Campaign Identity Guidelines

Lone WolfBrand Identity

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Lone Wolf Campaign Identity Guidelines

Table of Contents3 Introduction4 Our Brand5 Primary Logo Black6 Primary Logo Colour7 Primary Logo Usage8 Sample Applications9 Colour Palette10 Sample Application11 Incorrect Usage

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Lone Wolf Campaign Identity Guidelines

Introduction Wolves are often described as violent and aggressive animals simply because of their physical appearance. Large fangs, teeth, muscular bodies give people impression of what predator looks like. They are known as cold-hearted predators that hunt down weak animals in nature. However, these are just ste-reotypes and image humans have created and they are not true at all. Wolves are loners, but they still belong to their pack and if they detect any threats or dan-gers that might bring harm, they go out of their ways to protect it. They become aggressive when they feel threatened, not when they are hungry. I personally find wolves as very interesting creatures. Their situation is pretty similar to human situations in terms of others placing stereotypes on people solely based on their looks.Humans usually stay in their ways instead of trying to understand other people. I want people to acknowledge that wolves, like humans, are quite differ-ent from what we think of them and there is actually a lot more to know about them than we think. Stereotypes are tiny boxes preventing us from seeing others in their true form. In order to stop this, I created a campaign called ‘Lone Wolves’ with a significant logo that includes an image of two wolves. My wolf logo that does not include the stereotypical physical attributes (fangs, sharp teeth, sharp eyes, etc) of wolves. I hope this logo will help the campaign to make people real-ize that what we see and hear from others do not define who they really are.

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Lone Wolf Campaign Identity GuidelinesOur Brand

BRAND PURPOSE

The purpose of our brand is to eliminate the stereotypes we put on others and start accepting them for who they are without judging or discriminating. I’ve personally been through lots of discrimination and prejudice because people were very quick to judge me without even trying to know who I really am. This might not sound like a big deal, but it brought huge negative impact in my life. This brand is to make people realize that the stereotypes are not what people should use to define others. It is also here to heal people who were hurt by others’ mean judgments. It is here to tell people that we are beautiful just the way we are despite what others think about us. We should stop putting people in boxes and also should not let others hurt us. Not everything we see is always true.

BRAND PROMISE

Our “Lone Wolf ’ brand promise that we will make sure to help those who are struggling with people’s judgments and discrimination due to ignorant stereotypes. Our campaign will try our best to eliminate these stereotypes others put on us by raising awareness of what terri-ble outcome their actions might bring. We also promise that our workers will be very understanding and considerate when it comes to helping others. We will try to make people feel safe and comfortable with our workers who are always here to help you with love and care. Everyone who seeks for our help are provided with safe and open space. Our door is always open. Exactly like the stereotypes of wolves humans have set up, humans are put in boxes and this should not happen.BRAND ESSENCE

Our brand essence is “Healing Spirit”:“Healing Spirit” means:CuringRestoring energyMendingFeeling protected and safeFeeling healthy & aliveReconcileRegenerateRehabilitateRespect & Caring for othersHelping others

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Lone Wolf Campaign Identity GuidelinesThe Primary Logo Black

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Lone Wolf Campaign Identity GuidelinesThe Primary Logo Colour

“Lone Wolf ” logo consists of two wolves that are exactly the same but with different colours. A wolf on the left is coloured with many different types of blue while a wolf on the right side is coloured with pink. These two colours remind us of the typical stereotypes associated with boys and girls. We often use colours to identify/confirm gender(especially during gender reveal party for babies). Our campaign’s main goal is to eliminate as many stereotypes as we can to protect certain people who can feel hurt by it. We decided to use blue and pink to let people know how much gender stereotypes have affected our lives that it came to the point where we think of these colours as an identification for gender.

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Lone Wolf Campaign Identity GuidelinesThe Primary Logo Usage

This logo is to support the whole idea of our campaign that is trying to help others who are easily judged or discriminated due to stereotypes. I wanted to make sure that all kinds of stereotypes we build can truly hurt others. In order to raise awareness on how stereo-types can ruin others’ lives and also to show others the danger of setting stereotypes, I decided to make a logo of wolves. Wolves, animals that are considered extremely aggressive and evil, are great examples to show how our stereotypes made us fear them. Despite the fact that wolves are very peaceful animals that don’t really attack others for no reason, humans are still using them as a symbol of violence and evil. Wolves are easily discriminated by human’s wrong perception and are hurt by stereotypes humans created of them.

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Lone Wolf Campaign Identity GuidelinesSample Applications 8

Lone Wolf Campaign Identity GuidelinesColour Palette 9

C=9 M=24 Y=0 K=0 R=226 G=197 B=222, #E2C5DE

C=21 M=52 Y=0 K=0 R=197 G=138 B=188, #C58ABC

C=23 M=96 Y=2 K=0 R=192 G=43 B=142 , #C02B8E

C=12 M=32 Y=0 K=0 R=217 G=179 B=212 , #D9B3D4

C=32 M=77 Y=0 K=0 R=175 G=91 B=163 , #AF5BA3

C=40 M=0 Y=17 K=0 R=148 G=213 B=214 , #94D5D6

C=56 M=0 Y=13 K=0 R=96 G=200 B=219, #60C8DB

C=37 M=0 Y=7 K=0 R=153 G=217 B=233 , #99E9D9

C=78 M=16 Y=35 K=0 R=19 G=161 B=168 , #13A1A8

C=21 M=0 Y=10 K=0 R=198 G=231 B=229 , #C6E7E5

Lone Wolf Campaign Identity GuidelinesSample Applications 10

Final Product- Proprotinately Scaled- Matching Colours- Simple & Organized

Lone Wolf Campaign Identity GuidelinesIncorrect Usage

Different style/image/shapes- Do not create a different designToo complicated

- Do not put too much images

Disproprotionately Scaled- Do not stretch or shrink the logo disproportionately

Color Scheme- Do not use different colours

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