BRAND GUIDE
SGBI BRAND STYLE GUIDE
What is this and how do I use it?
What is this?
This brand guide is designed to help SGBI staff, vendors, committees, and partners present a unified image of the Santa Gertrudis breed and organization. Every color, font, logo, and design element used across our print and digital materials represents who we are as an association.
How do I use it?
Use this guide to ensure consistency across all platforms — from sale catalogs and event flyers to social media posts and newsletters. Consistent visuals and messaging help build trust, strengthen recognition, and reflect the professionalism and pride of our members. Whether you’re designing an ad, creating a presentation, or ordering signage, this guide provides the standards and resources to help you do it right.
BRAND OVERVIEW
SGBI brand identity
Santa Gertrudis Breeders International (SGBI) represents a legacy of excellence in beef cattle breeding. As the official breed association for Santa Gertrudis cattle, our brand reflects more than a logo—it embodies the people, history, and progress that define our membership. Every visual and written element we use tells part of that story: one rooted in ranching heritage, strengthened by innovation, and carried forward by generations of breeders committed to quality and community.
Our brand identity ensures that whether you’re reading an article, viewing a sale catalog, or attending an SGBI event, you instantly recognize the values that make Santa Gertrudis unique—authenticity, consistency, and a shared commitment to the red cow that started it all.
SGBI LOGOS
November and December 2025
Primary logo
The main SGBI logo should be used whenever possible. It represents the full association and should appear in high-resolution format with no alterations to its proportions, colors, or fonts.
Secondary logo
The secondary version may be used in spaces where the primary logo will not fit cleanly or where a simplified version is more visually effective (for example, smaller digital placements or merchandise).
Third logo
The third logo is reserved for specialized or limited-use situations—such as watermarking, promotional merchandise, or when a simplified mark is needed. It should always remain true to brand colors and spacing standards.
NATIONAL JUNIOR SANTA
GERTRUDIS
ASSOCIATION
Logo files and description
Primary logo
For all formal and external materials.
Secondary logo
For small spaces or digital applications.
Third logo
For watermark or icon usage when necessary.
SUPPORTING GRAPHICS
Logo files and description
Supporting graphics bring the brand to life while maintaining visual unity across all designs. These include heifer/cow silhouettes, bull silhouettes, vintage bull heads, and ‘Santa Gertrudis’ script marks.
These elements are used to complement, not replace, official logos. Each represents the breed’s strength, history, and style. Use approved versions only and avoid recreating or modifying these graphics.
SUPPORTING GRAPHICS
Logo files and description
VOICE AND TONE Guidelines for voice and tone
SGBI’s voice should sound confident, professional, and rooted in agriculture. We speak from experience, honor tradition, and highlight innovation within the breed. Our tone varies slightly by audience but always remains welcoming, informative, and authentic.
Voice Characteristics:
Knowledgeable – We communicate with authority and accuracy about the breed, association, and industry. Approachable – We’re inclusive and community-oriented, speaking as peers to our members. Authentic – We use language that reflects real people and real ranching—never overly corporate or detached. Proud but humble – We celebrate member success without exaggeration or arrogance.
Tone Examples:
Formal communication (press releases, official statements): Clear, direct, and professional. Member and youth communications: Friendly, supportive, and encouraging. Social media and marketing materials: Conversational, upbeat, and story-driven.
Writing Style Tips:
Always capitalize Santa Gertrudis when referring to the breed. Use SGBI only after first mention in full. Avoid slang or regional jargon unless it enhances authenticity. Keep sentences concise and purposeful. Prioritize clarity and accuracy over filler language.
SGBI FONTS
November and December 2025
Adobe fonts
Headings:
Azo Sans Bold
Azo Sans Medium
Subheadings:
Azo Sans Italic
Other font choices:
Nexa Rust Script R Shadow 2
Meta Serif Pro
Canva fonts
Headings:
League Gothic
Barlow SemiCondensed
Subheadings: Helvetica
SGBI COLORS
November and December 2025
Color
Hex code: 721c26
RGB
R- 115
G- 28
B- 38 CMYK
C- 32.82% M- 94.77% Y- 77.69% K- 42.48%
Hex code: 000000
RGB
R- 0
G- 0
B- 0 CMYK C- 100% M- 100% Y- 100% K-100%
Hex code: FFFFFF
RGB
R- 255
G- 255
B- 255 CMYK C-0
M- 0 Y- 0 K- 0
Hex code: b99c80
RGB
R- 186
G- 157
B- 129 CMYK C- 16% M- 29% Y- 43% K- 15%
SOCIAL MEDIA Guidelines for social media use
Social media is one of the most visible representations of the SGBI brand. Every post, graphic, and caption should reflect the association’s professional image and community values.
Logo and Color Use:
Always use approved SGBI logos and colors in social graphics. Avoid altering the logo’s proportions, colors, or orientation. When using photos, apply light and natural filters that preserve the integrity of livestock and ranching scenes
Voice and Tone on Social Platforms
Keep captions informative but conversational. Celebrate members and events with positivity and professionalism. Use language that encourages engagement and connection. Avoid inside jokes or polarizing topics.
Photography and Content:
Feature real SGBI members, cattle, and events whenever possible. Highlight achievements, upcoming sales, junior involvement, and educational content. Maintain a balance between promotional and community-building posts.
Consistency Matters:
• Use SGBI-approved Canva templates or design guidelines for all official graphics.
• Post using consistent fonts, colors, and layouts to maintain visual unity across all platforms.
FILE ACCESS
How to access files and contact
File Access
All official logos, color palettes, and brand templates are available in the SGBI Brand Resource Dropbox. This shared folder includes downloadable assets for print, digital, and promotional use.
For questions about brand usage or access to files, contact the Director of Communications & Youth Activities at taylor@santagertrudis.com.
FINAL NOTES AND BRAND STEWARDSHIP
The Santa Gertrudis Breeders International brand is more than a visual identity—it’s the voice and face of our membership. Every time we use the logo, post on social media, or publish a flyer, we’re representing generations of breeders who have built this association through integrity, dedication, and innovation.
Brand consistency is a collective responsibility. Whether you’re a staff member, committee representative, vendor, or junior leader, following these guidelines ensures that every piece of communication reflects the quality and professionalism that define the Santa Gertrudis name.
By maintaining a unified look and tone, we reinforce who we are: a strong, forward-thinking breed association built on family, progress, and pride in our cattle.
Thank you for helping protect and promote the SGBI identity. Together, we continue the legacy—and build the future—of the Santa Gertrudis breed.