Brand Guidelines

This is a guide to the elements that make up Bullhorn. It includes rules and sample executions that demonstrate how to bring our identity to life.

Our Story

Use this story to introduce Bullhorn to an uninitiated audience through promotional materials, with special attention to press outreach.

In 2008, friends and neighbors Griffin Van Meter and Brad Flowers started a full-service marketing agency together they called Bullhorn Creative. By full-service, they meant that they would do anything. Their first big gig consisted of selling beer out of the back of a box truck at an annual rave called the Beaux Arts Ball. After that rousing success, they went on to put together events, ads, videos, and generally showy nonsense for local businesses.

They grew into a branding agency, focusing on building confident brands with language and design. Their full team comprises fourteen, and their offices are in their home neighborhood on the Northside of Lexington, Kentucky and Washington, DC.

Rooted in strategy, their branding process is widely applied across industries, scales, media, and needs. In short: They will still do anything. As long as it’s good work. For good people.

Core Tenets

Our values should be included in broad promotional materials for client and talent acquisition.

Empathy and Honesty
We care about each other. The fact is that our work is one of the main ways we will spend our time. That time should be productive. It should mean something.

And we are honest because it deepens trust and makes way for better empathy. Among ourselves, with our clients. And, ultimately, it creates better work.

Dissatisfaction and Improvement
We care about the broken things. The inconsistencies, the ugly things, the things that cause friction. We notice.

They fuel our urge for improvement. We are the princess who feels the damn pea under all those mattresses and has to get up to do something about it.

Creativity and Decisiveness
We care about cultivating creativity. Here, you are expected to bring your full creative capacity to bear on whatever task you face.

And you must make a choice. Put it out there. Make another. And another. Iterate. Be willing to look simple. Stupid. The true enemy of creativity is indecision.

Logo

Our Logo

This wordmark is the main logo for the Bullhorn brand.

Logo Examples

Clear Space

Always keep a standard amount of white space, as measured by the lowercase o, around the secondary logo.

Minimum Size

In the interest of legibility and coherence, the Bullhorn wordmark should never be applied at a smaller size than shown.

Improper Uses

Colors

Color has enduring emotional appeal. Bullhorn’s colors are energetic. By pairing the colors consistently, you can harness Bullhorn’s personality.

RGB: 0 / 0 / 0
HEX: #000000
CMYK: 0 / 0 / 0 / 0
Pantone: Black

RGB: 7 / 250 / 121
HEX: #07FA79
CMYK: Not Possible
Pantone: 802

Typography

Headlines

Body Copy

Photography

The Bullhorn photography style is straightforward, bright, and candid.

Language

Voice Summary

We limit our production to good stuff. That includes language. Think before you write. While the Bullhorn voice adapts to its medium, the overarching tones of directness and authority are present throughout. Sincere, creative, and smart – willing to crack a joke or tastefully issue jargon whenever necessary. Like you’re talking to a friend.

Foundational Language

Niche
We build confident brands with language and design.

Purpose
A responsible company doing rewarding work.

About
Your brand’s challenges are vital opportunities to rethink, rewire, and refresh. Our strategy-driven process is adaptive, accommodating organizations regardless of project scope or industry vertical. If you have vision, we will generate the momentum you need to realize it.

Lexicon

Get to know our vocabulary.

Brand
This can be used to describe an organization, or – more precisely – the perception of that organization.

Branding
ID, marketing, or communications.

Visual Identity
This denotes the foundational visual materials needed to build out all brand extensions (mark, typography, colors).

Verbal Identity
Foundational language, lexicon recommendations, and guiding tones.

Mark
The primary graphic symbol that stands for an organization.

Wordmark
The primary graphic treatment of the name of an organization.

Logo
Can include mark, wordmark, or both.

Foundational Language
Primary tagline, about statement/mission statement, secondary taglines, about one-liner, etc. Any language that is widely and flexibly used to introduce an organization.

Rules

The dos and don’ts when using the Bullhorn language.

Punctuation
+ All bullet points should be plus signs.
+ Never use an ampersand, always use a plus or “and.”
+ Don’t use exclamation points.
+ No ellipses.
+ Use em dashes, not hyphens or double hyphens.
+ Never use an apostrophe to designate a plural. Fridays not Friday’s.

Economy
The Bullhorn voice is conversational, yet precise. Alternate sentence length, and include a punchy, simple statement to sum up your paragraph whenever it runs long.

Profanity
+ Use sparingly on social media.
+ Do not use on business development documents.
+ If you want to use it in a blog post, ask Carrie and she’ll decide whether you’ve earned it.

Pronouns
Keep it personal – Bullhorn is We, our audience is You. Never refer to Bullhorn in the third person.

Case
Avoid proper nouns. Do not capitalize: phase designations (exploratory not Exploratory) or deliverables (verbal identity not Verbal Identity, logo not Logo).

Print

Business Cards

Letterhead

Notepad

Social

These assets maintain social profile consistency.

Facebook
Profile: 180px by 180px
Cover: 828px by 315px

Twitter
Profile: 400px by 400px
Header: 1500px by 500px

Instagram
Profile: 110px by 110px

LinkedIn
Profile: 400px by 400px
Background: 1000px by 425px

Thank you.

Any questions or suggestions, please contact:

Adam Kuhn
adam@bullhorncreative.com