2. People saving horses
(who save people who save horses)
Our Brand Essence
The Save the Horses brand is a synergy of horses and humans mutually helping each other. The
humans help the horses through the rescue and volunteer programs, and the horses help the
humans through their unique love and companionship.
The brand style is clean and simple with flowing lines, composed of soothing natural colors
that evoke safety and comfort, and attract the target demographic: people who care about
both horses and humans.
This rebranding reflects what Save the Horses actually is, instead of the current materials,
which tell you more about the person who threw together that piece of branding material than
the actual organization itself!
3. We use Alegrya for all normal typography.
Its smooth, natural lines and generous spacing embody the Save the Horses brand.
Download a copy at: http://www.fontsquirrel.com/fonts/alegreya
Alegrya Bold for titles
Alegrya Regular for body text. Use alegrya italic, bold, or bold italic for emphasis.
Paragraph breaks are good.
Try not to use indents. They look a little awkward.
Give body type plenty of breathing room between lines. Here’s a simple rule of thumb: 140%
of the font size for normal leading (linespacing). That makes things easier on the eyes.
You can use our red for titles
Please keep body type in black or our dark green. It is the most readable of our brand colors.
Pantone Yellow 395 C
CMYK: 9, 0, 90, 0
RGB: 236, 232, 26
Hex: ECE81A
Pantone Red 7622 C
CMYK: 0, 97, 89, 45
RGB: 147, 39, 44
Hex: 93272C
Pantone Green 576 C
CMYK: 54, 5, 94, 24
RGB: 120, 157, 74
Hex: 789D4A
Pantone Green 5743 C
CMYK: 54, 24, 86, 73
RGB: 62, 72, 39
Hex: 3E4827
Brand ColorsTypography
4. Logo Design
Square:
Minimum spacing between the logo and any other
elements is the width of the Save the Horses S.
White Logotype:
In this symbolic representation of the special bond horses and humans share at Save the
Horses, you can see our heart for the animals in our care.
This is not just a pretty picture that we pretend to be like.ThisiswhatSavetheHorsesis. We can
tell you incredible stories of the ways our horses and the people who love them have changed,
and sometimes even saved lives.
People hugging horses
(who hug people who hug horses)
5. Theseusesofourlogoarehardontheeyes,andreallymakeSave
the Horses look unprofessional. Steer clear of these mistakes!
B. Don’t put the red type version on a
dark background, or white type on a light
background.
C. Don’t rotate the logo.
Save the Horses.org
Horse Rescue, Relief and Retirement Fund, Inc
D. Don’t change the font in the logo.
E. Don’t change the logo colors.
F . Don’t stretch the logo.
G . Don’t squish the logo.
A. Don’t put the logo on cluttered
backgrounds or colors similar to our brand
colors.
How Not to Use Our Logo
6. Identity Materials
770.886.5419 — 1768 Newt Green Road, Cumming, GA 30028 — info@savethehorses.org
SavetheHorses.org
H o r s e R e s c u e , R e l i e f A n d R e t i r e m e n t F u n d , I n c
SavetheHorses.org
H o r s e R e s c u e , R e l i e f A n d R e t i r e m e n t F u n d , I n c
770.886.5419
1768 Newt Green Road, Cumming, GA 30028
SavetheHorses.org
H o r s e R e s c u e , R e l i e f A n d R e t i r e m e n t F u n d , I n c
1768 Newt Green Road
Cumming, GA 30028
— 770.886.5419 —
info@savethehorses.org
Cheryl Flanagan
SavetheHorses.org
H o r s e R e s c u e , R e l i e f A n d R e t i r e m e n t F u n d , I n c
7. Our advertising reflects our brand essence.
Save the Horses’ main slogan is “We are rescue.”We also use “Horse sanctuary. Human
sanctuary.”, and “People saving horses (who save people who save horses)”.
Advertising
We are rescue.
770.886.5419 — 1768 Newt Green Road, Cumming, GA 30028 — info@savethehorses.org
People saving horses
(who save people who save horses)
770.886.5419 — 1768 Newt Green Road, Cumming, GA 30028 — info@savethehorses.org
Horse sanctuary.
Human sanctuary.
770.886.5419 — 1768 Newt Green Road, Cumming, GA 30028 — info@savethehorses.org
We are rescue.
1768 Newt Green Road, Cumming, GA 30028
770.886.5419 — info@savethehorses.org
People saving horses
(who save people who save horses)
1768 Newt Green Road, Cumming, GA 30028
770.886.5419 — info@savethehorses.org
Horse sanctuary. Human sanctuary.
1768 Newt Green Road, Cumming, GA 30028
770.886.5419 — info@savethehorses.org
We are rescue.
770.886.5419 — 1768 Newt Green Road, Cumming, GA 30028 — info@savethehorses.org
Web ad layouts:
Magazine ad layouts
on following pages:
Newspaper ad layouts:
8. 770.886.5419 — 1768 Newt Green Road, Cumming, GA 30028 — info@savethehorses.org
People saving horses
(who save people who save horses)
770.886.5419 — 1768 Newt Green Road, Cumming, GA 30028 — info@savethehorses.org
Horse sanctuary.
Human sanctuary.
11. Signage
SavetheHorses.org
H o r s e R e s c u e , R e l i e f A n d R e t i r e m e n t F u n d , I n c
9:00-6:00 Monday-Friday
10:00-5:00 Saturday & Sunday
770.886.5419 — info@savethehorses.org
Hours:
