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Brand at a glance Logo Logo & animals Colours Logo Dos & Don’ts Typeface Slogans Animals Photography Final thought

Our brand at a glance
MyFarm is unique, it’s the first project of its kind giving people a real experience of what its like to run a farm - In short it’s Farmville but for real! We have developed a brand that is bright, bold and exciting, with enough flexibility so it can evolve with the project. Enjoy it, respect it, but most importantly have fun with it.

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This is how we use the logo with the National Trust logo.

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Farm animals can be added to the logo!

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We use speech bubbles & slogans.

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This is our colour palette, it’s pretty big.

MyFarm

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Our logo
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Like the animals we look after and keep happy our logo is a valuable asset, communicating who we are. Our logo is bold, confident, and fun. However fun has to be controlled, so please use the logo consistently.

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This is how we use the logo with the National Trust logo, it‘s used for printed publications, advertising, billboards, posters, flyers and product packaging, plus all screen applications. Always ensure that the logo has room to breath.

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This is our stand alone logo it can be used when the National Trust logo is visible, this prevents logo duplication. Use it for printed publications, advertising, billboards, posters, flyers and product packaging, plus all screen applications. Always ensure that the logo has room to breath.

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Farm animals can be added to the stand alone logo, It’s used for printed publications, advertising, billboards, posters, flyers and product packaging, plus all screen applications. Always ensure that the logo has room to breath. There is no maximum size.

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Our logo - animals
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Have fun, why not add farm animals and a splash of colour? We ask you to only use our brand colours and the animals provided and always keep them the same colour as the logo, we don’t like multi-coloured logos... or animals.

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Chicken!

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Cow!

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Pig!

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MAX height for animals when with logo

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Cockerel! There are more to be found in the brand toolkit We don’t like the animals to steal the show so there is a MAX height in relation to the logo size.

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Our colours
Our colours are bold and bright. For our logo the colours are taken from the National Trust palette. We have another palette that should not be used for the logo.
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We suggest using caution when combining these colours together, as lovely as they are, they don’t all look great together.

National Trust Pantone 3125 c88 m0 y21 k0 r0 g170 b180 #00AAB4

National Trust Pantone 384 c20 m0 y100 k30 r138 g134 b0 #8A8600

National Trust Pantone 227 c7 m100 y7 k21 r135 g0 b60 #87003C

National Trust Pantone 7488 c50 m0 y95 k0 r140 g220 b80 #8CDC50 Logo colours

National Trust WHITE c0 m0 y0 k0 r255 g255 b255 #FFFFFF

National Trust BALCK c0 m0 y0 k100 r0 g0 b0 #000000

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The National Trust Blue is our primary logo colour.

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These colours can be used for the logo, don’t use any other colours.

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Our secondary colour palette, these colours are used on the website and should not be used for the logo.

MyFarm Brown Pantone 476 c57 m80 y100 k45 r88 g49 b25 #433D33

MyFarm Blue Pantone 322 c84 m35 y36 k4 r0 g127 b143 #007F8A

MyFarm Orange Pantone 180 c0 m79 y100 k11 r213 g77 b19 #C43B0A

MyFarm Cream Pantone 4685 c0 m7 y14 k4 r247 g234 b218 #FDF3E7

MyFarm Purple Pantone 269 c78 m100 y0 k33 r70 g25 b100 #400546

MyFarm Green Pantone 356 c95 m0 y100 k27 r0 g121 b44 #156E00

National Trust Pantone 317 c20 m0 y10 k0 r203 g241 b232 #CBF1E8

National Trust Pantone 7485 c10 m0 y18 k0 r220 g240 b180 #DCF0B4

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Logo dos & don’ts
Our logo is a key element of our brand, so it’s important we look after it. Here are some simple dos and don’ts to follow.
DOs

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Always give the logo some space to breathe. Only use our logo brand colours.

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When the logo is used with the farm animals, keep them a sensible size and position them to the right, keep them the same colour as the logo.

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When using the logo on coloured backgrounds only use colours from our palette & the National Trust’s palette. Use the logo in white on the darker colours and black on the light - only pick colours where the contrast makes it easy to read. DON’Ts

Don’t recreate the logo in any way - including using it in colours not from our palette, also avoid placing the logo on top of coloured backgrounds not from our palette or national trust palette.

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Do not use the logo against colours from outside our palette.

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Do not render the logo using colours from outside our palette.

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Do not rotate, distort or add any embellishment, such as drop-shadows or embossing to the logo.

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Do not re-create the logo. Use the supplied artwork.

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When using the farm animals don’t make them too big, they might scare the logo.

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Only farm animals should be added to the logo, sorry no dinosaurs, pets, zoo animals or other magical creatures.

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Our typeface
Our typeface is the National Trust font. We use arial for all body copy on our website. We follow the same rules as the National Trust typeface guidelines.

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Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) _ 0123456789

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Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) _ 0123456789

03. 01.
National Trust TT regular font can be used for all printed materials and for titles and headings when used online.

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National Trust TT bold font can be used for all printed materials and for titles and headings when used online.

Aa

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Arial regular & bold is used online for the body copy.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) _ 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) _ 0123456789

Aa

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Our slogans

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Open up illustrator, type your slogan using National Trust TT font, regular weight, 40pt size.

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You need to make your type into outlines (Select ‘Type’ from the main menu then hit ‘create outlines’) Apply brush style ‘Charcoal’ with a stroke of 0.5pt.

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Ungroup all your letters (Select ‘Object’ and ‘ungroup’) and randomly shift them up and down to create this look.

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This shows the correct way of treating the letters, only move them up or down.

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Don’t rotate any of the letters.


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Our animals
Animal shapes are part of our brand identity. They can be used as solid colours from our palette or textured with stitched detail. We haven’t labeled them as hopefully you can see what they are....

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Photography style
MyFarm is a real working farm, our photography reflects this. We never use stock photography it’s always taken on site at the farm, featuring the animals and the team who work there. Beautiful photography is key to involving our MyFarm Farmers with the farm.

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When using photography of the team, make sure they are on the farm and even better with animals.

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Everyone loves little piggies! More farm animals the better!

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Graphic treatments can be applied to photos, this example shows one of our speech bubble slogans. Have fun with this but keep it relevant.

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Final thought
If in any doubt refer back to this document, we think it’s pretty flexible and allows creativity. Go ahead and have fun, we did when designing the website!

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Got a question?
If you have any questions about this document please contact Jon Alexander Jon.Alexander@nationaltrust.org.uk