The Humane Party Visual Design Principles Guide (version 0.25)
This document sets forth certain boundaries, aspirations, stylistic preferences, and best practices for visual publications of the Humane Party.
1. Logo integrity. The state and national Humane Party logos must not be distorted. Thus, for example, the following changes should not be made:
- color: logo colors—including saturation, contrast, and balance—should not be modified, including both foreground and background colors
- shape/texture/text: while resizing is necessary and proper, logo shape, texture and text should not be modified, regardless of size
- intermingling: logos should not be mixed with, superimposed upon, or superimposed upon by other images, shapes, or text
2. Animal portrayal. Animals must not be anthropomorphized, idealized, judged, or arranged into a hierarchy. Thus, for example, the following animal depictions should not be made:
- clothing: animals should not be made to wear clothes, neither in photographs nor in animated portrayals
- caricature: while artistic styling is inevitable and desirable, animals’ bodies should not be distorted to the point of caricature or “Disney-ized”behavior: animals should not be photographed, drawn, or otherwise rendered in physical postures or activities that are unnatural (e.g., a cow working at a computer)
- hierarchy: while a photograph of a lion eating a zebra may be necessary, a caption that calls the lion “King of the Jungle” would be improper
- idealization: while labeling a dog as a “canine” or “omnivore” would be appropriate, labeling a dog as “man’s best friend” would be improper
- posing: HP representatives should never force an animal to pose, carry a sign, appear on set, or otherwise require the animal to participate in the creation of HP publications or materials (or any other HP activities, for that matter)
3. “Branding.” The term “branding” is strongly associated historically and etymologically with animal abuse, specifically, the burning of animals to indicate ownership. The HP does not use this term to describe any part of HP activities. Instead, terms such as “marketing,” “trademark-development,” or similar terms should be used to describe HP activities directed toward building the HP’s reputation and public persona.
– end of draft as of 4/16/14 –