Visual Design Principles Guide – version 0.5

The Humane Party
Visual Design Principles Guide

(version 0.5)

This work-in-progress document sets forth certain boundaries and best practices for visual publications, including image files, web pages, and printed materials (collectively, “visuals”) of the Humane Party (“HP”).

1. Logo integrity. The national and state HP logos must not be distorted. Thus, for example, the following changes should not be made:

• color: logo colors—including saturation, contrast, and balance—must not be modified, including both foreground and background colors
• distortion: resizing is necessary and proper, but logo shape, texture, and text must not be modified
• intermingling: logos must not be mixed with, superimposed upon, or superimposed upon by other images, shapes, or text
• spacing: no imagery should accompany a HP logo in such a way that the accompanying imagery appears to be part of the logo or significantly interferes with the “breathing space” around the logo

These limitations apply to:

1. the HP’s basic bovine logo
2. all the HP’s national and state seal logos (e.g., basic bovine image surrounded by two circles)

2. Animal portrayal. Animals must not be anthropomorphized, idealized, judged, pitted against each other, or arranged into a hierarchy. Thus, for example only, the following animal depictions should not be made:

• clothing: animals must not be made to wear clothes, neither in photographs nor in animated portrayals
• caricature: while all visual representation involves some degree of artificiality, animals’ bodies must not be distorted to the point of caricature or “Disney-ized” beyond the degree inherent in the given particular artistic medium or customary in the given artistic genre of the visual
• behavior: animals should not be depicted in physical postures or activities that are unnatural, e.g., a cow driving a car
• 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 “quadruped” would be appropriate, labeling a dog as “man’s best friend” would be improper
• pitting: animals must not be presented as physical opponents, e.g., two dogs fighting each other, or political opponents, e.g., a cow urging viewers to eat more chicken
• 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 visuals (or to participate in any other HP activities, for that matter)

3. “Branding”. The term “branding” is historically associated 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 activities pertaining to building the HP’s reputation and public persona.

4. Iconography. Symbols and motifs, ranging from font faces to religious icons, can connote meanings, allusions, preferences, and viewpoints that are not intrinsic to the image itself. Even if such embedded meanings are not known or intentionally tapped by a visual designer, the embedded meaning may still get transmitted, and a message recipient may perceive a meaning that was not intended. HP visuals therefore should:

• minimize the range of symbols used in visuals, generally only using symbols that have well-established, unambiguous, and uniform meanings (e.g., alphanumeric characters)
• minimize decoration and ornamentation that may add a meaning to a visual when such added meaning does not relate to the intended message
• avoid using any form of imagery that is not sufficiently understood by the designer creating the visual
• avoid using any form of imagery that may convey embedded meanings that are inconsistent with humane values

5. Quotations. Insightful statements made by others may be valuable to quote in a visual. However, quotations should be used only when:

• the quotation has been confirmed as authoritative, i.e., the words being quoted were actually said by the speaker to whom they’re being attributed
• the specific source (e.g., name of the book, date, and place of the speech) of the quotation is expressly cited in the visual itself
• if the quotation is being presented in a favorable light, the speaker being quoted is someone whose known views are not directly opposed to humane values

6. Visual “quotations”. Occasionally, the Humane Party may wish to incorporate a photograph, political cartoon, or other image created by others into a HP visual. Using such an image is, in some respects, analogous to “quoting” the creator or owner of the image. Such images (“third-party content”) should be used only when:

• the HP acquires from all necessary parties the right to use any such third-party content, in writing, prior to use of the third-party content
• the maker or owner of the third-party content is identified in the HP visual
• if the third-party content is being presented in a favorable light, the maker or owner of the third-party content is someone whose known views are not directly opposed to humane values

7. Original text. All original text included in a HP visual should conform to The Humane Manual of Style.

– end of draft as of 1/8/16 –

Humane Party Visual Design Principles – version 0.5 (pdf)

The Humane Party Visual Design Principles Guide

© 2009-2016 by the Humane Party. All rights reserved.

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