Rooted

Rooted is an annual native plant festival. This event began as a need to come back to our roots. Native Americans knew the importance of using their resources- the things all around them. In the same way, Rooted's mission is to plant seeds of awareness about invasive species and about environmental responsibility, to show that the actions of individuals make a difference in the wider community, and to allow a chain reaction of positive environmental change to bloom and grow.

Target Audience

Rooted refers to its event-goers as their "Saplings, Sprouts, and Seeds of all sizes". The largest population of Rooted's attendees are plant-lovers, but they also attract a large crowd of those who simply stumble upon the event. Whoever you are, whatever your walk of life, Rooted welcomes you!

Rooted is a family and pet-friendly event. They especially hope to inspire young people beacuse they will be the ones to carry what they learn at Rooted into the future.

Brand Voice

Rooted is a native plant festival that aims to educate people to know that they can make a difference in the world. It strives to do this in an easy-to-digest manner that is appropriate for all ages. It should feel casual and fun, as if talking to a friend- or a friend's child! With the archetype of Activist, Rooted is all about making positive changes and helping others to do the same.

Logo

The Rooted logo is traditionally shown in all brown, except for the green stem and leaf that cross the letter t. The Rooted logo should be used in color whenever possible.

Rooted strives to respect its roots, and the roots in their logo are no exception! In order to remain legible, the primary Rooted logo should not be produced smaller than 1.5 inches wide. When representing Rooted on a smaller scale, an approved logo variant should be utilized.

Approved Logo Variants

Rooted prefers that the full standard version of the logo is used whenever possible, but this is not a hard-and-fast rule. Whatever version of the logo is utilized, it should make sense in the environment and bring beauty to the brand.

Logo Clearspace

The Rooted logo should have room for its roots to stretch! Specifially, the counter of the R must be able to fit around the entirety of the Rooted logo.

Brand Assets

The assets pictured here are each created from elements of the Rooted logo. These images should not be altered or recreated in any way. However, they may be resized, combined, or have colors changed to any of the colors associated with Rooted.

Pattern

This pattern is generated by combining Rooted's various assets. This pattern should not be recreated, but may be applied to anything associated with Rooted.

Primary Color Palette

This pattern is generated by combining Rooted's various assets. This pattern should not be recreated, but may be applied to anything associated with Rooted.

Please note that whenever possible, Terracotta Tan should be preferred over white as a background color.

Secondary Color Palette

This pattern is generated by combining Rooted's various assets. This pattern should not be recreated, but may be applied to anything associated with Rooted.

Typeface

Avenir Next Condensed Heavy & Avenir Next Condensed Heavy Italic

This is Rooted's secondary typeface. This font appears in the logo, so it is very important to the brand. Its weight helps set a foundation for roots to be planted, but it should not be overused.

Avenir Next Condensed & Avenir Next Condensed Italic

This is the brand's san serif font, used because of its clean look and feel. It should be used primarily for headlines.

Marion Regular, Marion Regular Italic & Marion Bold

This is the brand's serif font, and it is the only acceptable typeface for paragraphs of text within Rooted's branded content.

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