Standards Document

Brand Standards

Table of Contents

LogoSignaturesTypeColor PaletteLogo Do’s and Don’ts Applications

367101113

Our logo is a thing—it identifies us

on objects and in environments. In

and of itself, it doesn’t say a whole

lot about the Deja Moo or dairy. As

beautiful or unique as any logo may

be, it remains essentially inanimate.

Without being placed onto or into

something, it has very little meaning.

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LogoThe logo should be prominently displayed on all Deja Moo communications. This doesn’t mean it needs to be large—just recognizable.

Imaginative use of the logo is encouraged. Rather than having the logo simply placed on communications as an afterthought, an effort should be made to integrate and activate the logo within communications.

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Deja Moo

Deja Moo

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Signatures

Every communication produced by the

national office or a chapter should have

a signature somewhere on it. There

are two different types of signatures:

formal and informal.

A formal signature is the combination

of the logo with the official national or

chapter name set immediately below in

the custom block lettering, which is not

a known font but rather a customized

vector graphic.

Formal signatures are used for all

stationery items, including letterheads,

envelopes, mail- ing labels and business

cards, and can be used on other items

whenever appropriate.

Variations can be done with Nexa

Bold or Mouse Deco depending on the

situation. On occasion, text from the

signature can go off to the side, but

only in situations which placing text

below would be cumbersome.

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TYpeThere are two families of type that

should be used for all “permanent”

Deja Moo materials, including

stationery, business cards, forms,

membership cards and signage:

Nexa and Mouse Deco. These

typefaces may also be used wherever

else they may be appropriate, but

chapter promotional materials and

publications are not limited to these

fonts and should be produced in the

typefaces that are most appropriate

to the subject matter being presented.

Baskerville is also often used as a main

text amongst print materials, as is

Pacifico as a script font.

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ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789





Nexa Light

Nexa Bold

Mouse Deco

Baskerville Regular

Pacifico

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C M Y K

2525400

C M Y K

332180

C M Y K

00

529

C M Y K

220

420

C M Y K

051240

C M Y K

3434120

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Colors

In the past, our official colors were black and white,

with a splash of tan. No more. There’s now a 6-color

palette from which different products are defined and

identified through.

The colors shown on this page are similar to the PAN-

TONE® color standard numbers below each. Howev-

er, the colors shown throughout this manual have not

been evaluated by Pantone, Inc. for accuracy and may

not match the PANTONE® Color Standards. For

accurate color standards, refer to the current edition

of the PANTONE® Color Formula Guide.*

Any combination of colors in the palette can be used

when producing print or electronic communications.

However, the use of these colors for materials other

than stationery is not mandatory.

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Dos and Don’ts

The standard for this logo is a a black and white logo.

The rules regarding the positive and reverse of the logo are as follows:

the reverse can only be in white or one of the standard 6 Deja Moo

colors. If it’s reversed out in white, the triangle on the forhead of the

cow is clear and will take on the color of the background. If the outline

is black, that same triangle has the option of being transparent, black, or

any of the 6 standard Deja Moo colors.

This logo does not need to be isolated from the rest of the text, as other

logos may. This is a vertical logo.

The logo can become an object, a photo, an illustration, part of a pat-

tern, or combined with text or image. It can be animated and made into

art. The idea is to have fun—but be responsible. Make sure the propor-

tions and integrity of the logo are accurate and that it still “reads” as the

logo. Stretching or skewing the logo is prohibited.

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You Doubt

QualityPremium Cow Products

applications

Integrate and activate the logo. Have it relate to and perform with the other visual elements of

a print communication.

It can be very small or very large, subtle or bold, but it should always be recognizable. The logo

can serve as an endorsement on a graphic communication, or as a graphic itself.

And remember, the environments into which the logo is placed will have greater influence on

how the viewer regards the Deja Moo than the logo itself will ever have.

Stationery sets for two chapters (Raleigh and Washington,DC)areillustratedhereand should pro-vide adequate guidelines for most chapters when preparing their own artwork. Several chapters, including Washington, DC, furnish cards for each of their board members. In these cases, per-sonal information such as e-mail or personal telephone numbers should always be listed under the individual’s name and never be included in the chapter address information. Information for constructing stationery items can also be found at www.dejamoo.org.

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