Welcome to the new Cebu Safari and Adventure Park brand guidelines.Follow these Guidelines as you create marketing materials, internal and external communications.
Our Design FoundationThe brand is more than its logo; It is a design scheme made up of core elements and guiding principles that havebeen combined to bring life to a distinctive new look and feel that can be immediately associated with CebuSafari and Adventure Park.This guide will help in familiarizing with the core brand elements. It will assist in designing and producingdynamic, powerful communications geared towards having the essence of flexibility.For questions, contact us at [email protected]
BrandObjectiveA globally recognized safari and conservation park.A leader in educating the public on wildlife andenvironmental conservation through “entertainment”.
Key Communication HandleTagline
Key Communication Handle Cebu Safari is the most exciting place to visit in the country, held at par with international tourist destinations. For the Filipinos, Cebu Safari & Adventure park will allow one to see and experience the world and connect with real animals right in their own backyard.
Brand PositioningCebu Safari and Adventure Park's brand is one that is world-class, set to compete internationally and be an iconicwildlife conservation partner. We pride ourselves in being both a family-friendly and an animal-friendly safari park.Fun and adventure is also a big part of the Cebu Safari and Adventure Park, and with entertainment, and educationbalancing each other out perfectly, the park becomes a great place for making memories.
Brand Voice: PersonalityCebu Safari & Adventure Park reminds you of your favorite school teacher and mentor. Someone imaginative, whostimulates the mind. It loves to pass on knowledge in a manner that isn’t boastful but instead patient as you learn. It is a biganimal lover who loves fun and wants you to appreciate animals as it does.The park embodies the spirit of adventure, leaving anyone who visits wanting to come back for more to learn and toexplore.
Brand Voice: TonalityA voice that gets you excited to learn. One that takes complicated terms and jargons and makes it easy tounderstand. It is warm, caring, and inviting while still maintaining its enthusiasm.A voice that engages while it educates without over simplifying things.
The Cebu Safari StoryAtop the beautiful and scenic hills of Carmen, about an hour’s drive away fromCebu City, an adventure beckons for those who are ready to escape intosomething new and wonderful.
VISIONTo become the country’s leading safari and adventurepark that provides world class fun, learning andentertainment to all its guests. To be a sanctuary forflora and fauna and a retreat for guests to commune andharmonize with the environment and be at one with theuniverse.
MISSIONTo provide a world-class center for our guests toexperience fun, education and science whilemaintaining the focus on protecting biodiversity,promoting understanding, appreciation andpassion for Nature
EXPLORE the natural landscape of the safari with walkingtrails as well as bike, horse, and ATV trails. Botanical gardens,hanging bridges, tree houses and more can also be found on theexpansive land.ENCOUNTER over 100 kinds of animals - from zebras, tigers,orangutans, giraffes to some of the local animals indigenous tothe Philippines such as the Visayan Warty Pig while learningabout animal conservation and earth care along the way.EXPERIENCE a one of a kind adventure with well-plannedamenities at the ready, as well as a safe and secure surrounding.Elevating the experience will be knowledgeable guides willing tohelp and impart what they know.
Corporate Values Stewardship Animal Care & Habitats True stewards, the staff at the Cebu Safari and Adventure Park provide the highest quality of care by providing support the nutritional, medical and behavioral needs to more than 900 animals that live at the park. A priority is to recreate natural habitats for the animals, enhancing their quality of life and allowing guests to better appreciate the natural world. These efforts showcase the park's conscious thrust to help habitat conservation efforts around the world.
Corporate Values Conservation Animal Conservation & the Environment The Cebu Safari and Adventure Park is passionate about preserving the natural world. Park staff work with international consultants on ethical and strategic conservation projects - either actively raising animals in species survival programs or raising money and awareness - to support initiatives in other parts of the world. The entire park also upholds green strategies in all it does in an effort to promote environmental responsibility and reduce the environmental footprint of the facility.
Corporate Values Education Learning, Knowledge & Research Encourage and inspire learning through engaging and memorable events and activities, plans are underway to develop tools and programs to increase the reach of the park and better retain engaged audiences. The park has been involved peripherally in research over the years. With the development of improved facilities and retention of vet doctors, the park will take on a greater role in the research community starting with developing a formal research protocol that will include the assessment, merit reviews, and more.
Corporate ValuesEngagement An Accessible, Enjoyable Experience for People Fun experiences and rich interactions create lasting memories. At the Cebu Safari and Adventure Park, we recognize learning should be fun. The fun centers on animal experiences and learning through play and activities at the park. Everyone at the park approaches their work with great enthusiasm and desire to create memories for all who visit. The park continues to cultivate a culture focused on providing memorable and engaging experiences. The park also developed a customer satisfaction and evaluation process to continuously improve the visitor experience.
Emotional Benefits Intimate Inspiring NurturingWarm and welcoming, the Cebu Safari From tigers to owls, to meerkats and Guests of the Cebu Safari are enveloped by aand Adventure Park is a special place apes, animals with their caregivers are thoughtfully cultivated and nurturingwhere guests connect with animals. regularly out and about meeting and environment. It starts with the animalThese emotional connections inspire engaging with guests. In these caregivers who continually demonstrateguests to care about the animals and delightful moments, learning becomes their dedication to provide a high quality lifenatural world. accessible and stimulating. for the animals living inside the Safari, and flows out to the rest of the staff, volunteers and guests.
Natural CoolNestled in Cebu's spectacular mountains in Carmen, Cebu Of course, not all animals at the Cebu Safari and AdventureSafari and Adventure Park's natural setting is the perfect Park can roam the grounds. That's why cool changes areplace for guests to connect with nature and learn how to underway at the park to better showcase the animals in theirconserve the planet for future generations. natural habitats. The new state-of-the-art facilities will allow guests to observe clearly, and engage authentically with the animal. Now, that's cool.
Brand Features Safari ● Habitats and Pavilions As the main attraction of the safari, our furry and feathered friends live in an environment that mimics their natural habitats. Park goers will get to know more about them as if they were in the wild.
● Shows From birds to otters, humane and animal-friendly shows exhibit the skills and intelligence of the animals as they engage with the audience.
Brand Features ● Adventure Park ○ Rides Animals aren’t the only ones who get to go wild at the park. Guests can also get their adrenaline fix with the various rides that the park has at the ready.
Park Features ● Food and Beverage A must in any park, providing good food and good drinks is important as it ensures the park goers that there is no need to go out to have a bite. ● Gift Shops and Stores Souvenirs and memorabilia can be bought at the gift shops as a keepsake for park goers who can buy a range of Cebu Safari related merchandise for themselves, families, and friends.
Brand Features Accommodations ● Hotel and Resort Hotel and resort accommodations within the park allow park goers to stay a few nights so that they can fully enjoy the safari as well as the amenities of the hotel. ● Glamping Also known as glamorous camping, this will allow park goers to experience camping at the park but in an environment that is still comfortable and relaxing. E.G. air conditioned tents, soft beds, TV in the tent.
Target Market Primary (Steady, Year Round Market) - RESIDENTS Cebu resident families earning more than Php 250,000 per year (based on NSO income group classifications) Cebu based schools and corporations for educational field trips, team building and other similar activities
Target Market Secondary - TOURISTS Nature and adventure enthusiasts and visitors from Manila and neighboring provinces with frequent trips to Cebu (Leyte, Negros, Bohol, etc) as well as other countries.
Tertiary - CORPORATENon-Cebu based corporations holding team building, meetings, andworkshopsParticipants in meetings / incentives / conventions / exhibits
Brand PromiseCebu Safari and Adventure Park is a joyful place that allows everyone to see wildlife in a whole new light.It expands the mind and one's awareness in an environment that is educating, fun, and positive. Here,wildlife awareness and conservation is top priority as we inspire people and the generations to come tobecome wildlife warriors.You will leave this place refreshed and recharged, gaining knowledge, not only about wildlife, but alsoabout yourself.
Brand Assets
Brand AssetsLogo Elements: Logo Mark
Brand AssetsLogo Elements: Logo Clear Space To ensure that the signature versions of the logo are clearly visible when applied, we surround it with sufficient clear space, making it free of type, graphics, and other elements that might cause visual clutter. This allows for the logo to be coherent, and maximizes the recognition and impact of the dentity. To ensure the integrity and legibility of the logo lock-ups, the area directly surrounding them should also be protected.When the logo is used, a clearspace of 25% of the logo heightshould be maintained. In special circumstances when a 25% clear zone is not possible, use the second option of 10% clear space
Brand AssetsLogo Elements: :Logo Colors COLOR HEX #FF9328 #49D1C3 #87E216 #392F2B FONT
Brand AssetsLogo Elements: Color PalettesPrimary
Brand AssetColor PalettesSecondary
Brand AssetsLogo Variations
Brand AssetLogo Usage The logo or background may be any color within the Cebu Safari and Adventure Park color palette. Contrast is important - use a white logo or black logo on a colored background and a colored logo on black or white background.
Brand AssetLogo Usage MONOCHROME LOGO The preferred color for Cebu Safari and Adventure Park's logo is part of our vibrant and colorful color palette. In some cases, a full color logo may not be practical or possible due to limitations in printing. For these instances, use a gray version (made at 75% tint of black) or a one-color black or white logo.
Brand AssetLogo Usage BACKGROUND IMAGES GUIDELINES Our logo may also be used on an image background as long as there is sufficient contrast. For this to take effect, use an all-gray logo for on light colored backgrounds, and an all-white version for dark backgrounds. When placing the logo onto imagery, ensure that it is placed within an uncluttered image area to allow for maximum legibility as well as visibility.
Brand AssetColor Usage Since Cebu Safari and Adventure Park has a vibrant color palette but caution should be taken when using it as a clash of colors should be avoided. Some general rules when using color: When using the color palette, try to stick to using a core color + white. (see example 1) When using two colors together, pick a complementary palette, such as two blue shades, or two green shades (see example 2) Use secondary colors to complement core colors, but as outlined above, the colors should be complementary. (see example 2) Only use two colors together in addition to white. (see example 3) If in doubt, keep it simple.
Brand AssetLogo Restrictions 1. Do not obstruct the logo with any graphic or image 2. Do not add a drop shadow to the logo 3. Do not place any shape or graphic behind the logo 4. Do not stretch or distort the logo 5. Do not change the color of the logo 6. Do not rotate the logo
Brand TypefaceFont and FormattingThis font is to be used for the logo, headings, as well For anything and everything social media and signageas the body. related, this font is to be used.
Brand AssetPhotography PHOTOGRAPHY USAGE GUIDELINES Cebu Safari and Adventure Park's photography captures a slice of everyday life. It paints a portrait and tells a story through personalities, interactions, and experiences. APPROACH TO PHOTOGRAPHY • Photos are encouraged to have a natural and relaxed vibe to it and should not be rigid or posed. • Realistic and honest photos are a great way to go as they portray everyday life, real life. It also adds the element of it being personal and engaging. • A touch of hilarity and comedy can also be a great addition and angle to the photos. sometimes funny.
Brand AssetIcon Do’s and Don’ts A number of icons have been designed to communicate the many different types of content produced and the different audiences we reach. Yet the icons are to be used with restraint as specific icons support specific themes in marketing communications. The icons may appear in any of the primary colors.
Brand AssetIcon Do’sUse the icons next to their designated labels Group icons when needed but please keep inor text a 90 degree angle
Brand AssetIcon Don’tsDo not add the title or labels Do not add icons into other Do not overlap icons.into the icon. icons.Do not replace tilt or rotate the Do not use the icons to replace Do not add a drop shadow toicons. a letter in a word. the icon.
Brand Collaterals, Templatesand Sample Executions Everything that Cebu Safari & Adventure Park needs in terms of brand collaterals and samples, as well as templates, can be found in this section, with mockups of everything needed to make Cebu Safari even more amazing.
Brand Collaterals, Templates and Sample ExecutionsMascot Development ANDRES AMIHAN BAYANIVisayan Warty Pig, Mammal Grey Crowned Crane, Bird Philippine Crocodile, Reptile (Crocodylus mindorensis) (Sus cebifrons) (Balearica regulorum)
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