Waterfront Botanical Gardens Brand Standards Manual

Page 1

Brand Standards Manual



“Every flower is a soul blossoming in nature”



Table of Contents 1

About

4

4

Our History

4.1 Stationery

64 Shopping Bag

5

Our Mission

30 Business Card

66 Postcard

6

Our Manual

32 Letterhead

67 Poster

33 Envelope

68 Calender

2

Applications

Logo

4.5 Gift Shop

70 Tote Bag

10 About the Logo

4.2 Advertising

71 Mug

12 Using the Logo

34 Fliers

72 Water Bottle

13 Logo Variations

36 Brochure

73 Air Freshener

14 What Not to Do

40 Billboards

74 Bumper Sticker

42 Bus Stop Ads

75 Seed Packet

44 Trucks

76 Pencil

3

Basic Elements

18 Ancillary Elements 20 Color Palette

4.3 Digital

22 Typography

46 Desktop

24 Imagery

50 Mobile

26 Imagery Misuse 4.4 In the Garden 56 Plant Labels 58 Building Signage 60 Internal Wayfinding 62 Clothing



About What we stand for and the seed we grew from.


Our History The Waterfront Botanical Gardens was started by Botanica, an umbrella organization for the local gardening community. Botanica was started in 1993 to help enlighten, entertain, and educate the community about the botanical world. In 2001, they learned that they were the beneficiary of a trust established by member Helen Harrigan, a local gardener with a desire to see a botanical garden and conservatory built in Louisville. Helen’s gift reshaped the focus of our organization, and we set about to create Louisville’s Waterfront Botanical Gardens.

4

About the Gardens


Our Mission We are dedicated to educating the public about the variety of plants in our world and how we can better live with them. Our mission is to develop experiences that promote appreciation and understanding of plants for a more harmonious and sustainable world. Our vision includes creating and sustaining our botanical garden and conservatory, maintaining its extraordinary beauty, to engage and enlighten all people about plants and nature. We wish to inspire people to care and learn about the natural world so that it may exist for years to come..

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Our Manual This brand standards manual will lay out the guidelines to form a cohesive brand. Following the rules in this manual will ensure consistency and recognizability within the Waterfront Botanical Gardens brand. This recognizability will help keep the gardens in the minds of potential consumers, patrons, and volunteers. We want our brand to feel welcoming and fun in order to draw in both adults and children alike. The following guidelines will embody this wish while maintaining the brand standards across a variety of applications from print to web.

6

About the Gardens




Logo The most iconic flower in our garden


About the Logo Our logo represents us as a company and is the most recognizable part of the brand. The flower logomark has many interpretations from flower to bird. This encompasses our focus on nature as a whole, not just plants and flowers. Our logo, as our system, is meant to convey a fun, welcoming environment where nature is at the forefront.

The Story Inspiration for our logo came directly from Kentucky. The overall form is based on a tulip poplar leaf, Kentucky’s state tree. Stylization led to it’s elegance and playfulness while also allowing it to become other things such as a flower, bird, or butterfly.

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The Logo


11


Using the Logo It is important to use certain rules when using our logo. Clear space is vital in allowing the logo to be noticeable. The W should be used to determine the amount of white space when using the logo at any given size. The size of the logo should never be smaller than 1 inch wide in order to maintain legibility in both the text and image.

Logo at 1 inch width scale

12

The Logo


Variations of the Logo There may be situations in which the full color, horizontal logo will not work well. In these situations we have a vertical orientation and a poplar brown version of the logo that should be used when appropriate. Our vertical logo should be used The poplar brown logo is to be used on goldenrod yellow and bluegrass green

Vertical logo & variations

backgrounds where the full color version of the logo would partially disappear.

Horizontal logo variations

13


What Not to Do Our logo should be respected and consistent. Some things may seem great in theory but they are not great in practice. The following is a list of things that you should never do to our logo

Do not use color variations not listed in our brand standards. This includes solid colors of our brand colors, reversing the colors, and changing the color of the text

14

The Logo


Do not tilt the logo

Do not use a drop shadow

Do not unalign the text from the logo or the rest of the text

Do not outline the logo

Do not use enhancements such as a gradient

Do not resize the logo disproportionately

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Other Elements There’s no garden without multiple flowers


Ancillary Elements

Rounded Corners Rounded corners are often by-products of

Our brand has a handful of other elements that help keep it consistent. These elements also help emphasize the playful feeling we want visitors to expect from the garden.

The Swoop The swoop is often found in corners or connecting parts of a design. The inner curve should always be part of a circle. The swoop should connect smoothly on the ends with no sudden corners being formed in the design. The swoop can hold headline-like text, but long body copy is not permissible.

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Other Elements

using the swoop, but they are found both in and out of conjunction with it. When standing on their own, they are used as diecuts or part of a framing device.


Background Pattern

Green Pattern

The abstract background pattern found throughout our brand is made with

CMYK

49 0 99 0

RGB

143 199 64

HEX

#8fc740

our logomark. This is the only time it is permissible to use the mark in a solid color other than poplar brown. When two areas come together that both have this pattern, they should mesh seamlessly and simple change color where their backgrounds do. The shades for this pattern are shown to

Yellow Pattern

the right. Our pattern furthers the sense of playfulness while also adding some visual

CMYK

0 29 100 0

RGB

253 186 18

HEX

#fdba12

interest to the backgrounds. Never use the pattern on the web as it becomes cluttered.

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Color Palette We use mainly three colors in our brand. These colors are meant to convey a fun, exciting feeling to entice our audience to visit us. They also convey the feeling of a flower in nature. As we are open all year round, our color palette also maintains a non-seasonal feel.

Goldenrod Yellow

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Other Elements

CMYK

1 36 100 0

RGB

248 172 26

HEX

#f8ac1a


Bluegrass Green

Poplar Brown

CMYK

54 2 100 0

CMYK

48 73 84 68

RGB

131 191 65

RGB

64 35 18

HEX

#83bf41

HEX

#402312

21


Typography We use one type family, called Museo, in

Museo Slab 700

our brand. This helps keeps consistency throughout. Museo has both serif and sans serif fonts allowing for a hierarchy and visual interest. Headers are to be in Museo Slab 700. The slab serif provides a more jaunty, but still formal and floral, feel as compared to a regular serif font. Headers can be any of our brand colors. For body copy, Museo Sans Rounded 500 should be used. The rounded version of Museo Sans is more playful than the regular version and therefore fits better with our brand. Body copy should always be colored in poplar brown.

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Other Elements

ABCDEF GHIJKL MNOPQ RSTUV WXYZ


abcdef ghi jkl mnopq rstuv wxyz

Museo Sans Rounded 500 ABCDEF GHIJKL MNOPQ RSTUV WXYZ

abcdef ghi jkl mnopq rstuv wxyz

Pangram:

“A zinnia flower grows very quick but doesn’t expect major hardship” 23


Imagery Imagery in the garden should focus on bold flowers and images of nature. Images taken in the garden, such as buildings or events, are also allowed. People and nature should feature prominately in images.

Using Imagery When using imagery, it should almost always be accompanied by a swooping panel or rounded corner framing device. The exception to this rule is on the website, especially mobile, where this method would be distracting and create an awkward feeling. When multiple images are grouped, they should be collectively framed with only one set of rounded corners as shown with the group to the right.

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Other Elements


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Imagery Misuse Like the logo, there are many things you should never do when working with imagery throughout the brand. This page shows examples of what not to do.

Do not use overlays, the pictures should be beautiful on their own

Do not use drop shadows

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Other Elements


Do not outline images

Do not overlap images

Do not lower the opacity of images

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Applications The culmination of the elements that create our brand


Business Card The rounded corners of our business card give it a unique look which when combined with the leaf imagery instantly feels like a fun garden memento. Dimensions for the card are a standard 3.5 x 2 inches.

Stationery 30

About the Gardens


PO Box 5056 Louisville, KY 40255-0056

Your Name Title (000) 999-9999 Name@email.com www.waterfrontgardens.org PO Box 5056 Louisville, KY 40255-0056

PO Box 5056 Louisville, KY 40255-0056

Your Name Title (000) 999-9999 Name@email.com www.waterfrontgardens.org PO Box 5056 Louisville, KY 40255-0056

Your Name Title (000) 999-9999 Name@email.com www.waterfrontgardens.org PO Box 5056 Louisville, KY 40255-0056

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Letterhead Our letterhead is simple but to the point. Our signature swoop in the bottom right corner serves not only as visual interest,

1224 adress here rd. email@insert.com 000 000-000

Dear name

but an enticing marker leading the reader to the next part of the letter.

Just relax and let it flow. That easy. We need a shadow side and a highlight side. This is your world. And right there you got an almighty cloud. Automatically, all of these beautiful, beautiful things will happen. You can do anything your heart can imagine. Isn't it fantastic that you can change your mind and create all these happy things? Everything is happy if you choose to make it that way. Maybe there's a little something happening right here. We'll lay all these little funky little things in there. Almost everything is going to happen for you automatically - you don't have to spend any time working or worrying. Everyone is going to see things differently - and that's the way it should be. You could sit here for weeks with your one hair brush trying to do that - or you could do it with one stroke with an almighty brush. I think there's an artist hidden in the bottom of every single one of us. I like to beat the brush. Life is too short to be alone, too precious. Share it with a friend. Making all those little fluffies that live in the clouds. Put it in, leave it alone. And that's when it becomes fun - you don't have to spend your time thinking about what's happening - you just let it happen. The least little bit can do so much. Just relax and let it flow. That easy. We need a shadow side and a highlight side. This is your world. And right there you got an almighty cloud. Automatically, all of these beautiful, beautiful things will happen. You can do anything your heart can imagine. Isn't it fantastic that you can change your mind and create all these happy things? Everything is happy if you choose to make it that way. Maybe there's a little something happening right here. We'll lay all these little funky little things in there.

Thank you

1224 adress here rd. email@insert.com 000 000-000

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Stationery


Envelope

Name Here 1224 address here rd. Lexington, KY 00000

To allow our envelopes to be sent through the mail, they simplified to just our logo and address on the front. On

Name Here 1224 address here rd. Lexington, KY 00000

the back we have a patterned swoop which peeks the recipient’s interest as to what may be inside

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Flier Fliers are printed at a standard letter size. They use large imagery accompanied by a patterned swoop and message comprised of a few short lines. Contact information and our logo are secondary to this and are placed at the bottom of the page as a reference for the viewer.

Advertising


Flowers don’t just grow on their own. Volunteer at the garden. Waterfront Botanical Gardens PO Box 5056 Louisville, KY 40255-0056

502-276-5404 info@waterfrontgardens.org

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Brochure Our brochures are used to provide information about the garden and its hours, list events that will be happening, and subtly encourage support for the garden. The rounded corners are essential in its design as well as the colorful, patterned panels. The imagery of places in the garden gives viewers a sneak peek at what they will see when they visit us. Brochure dimensions are 8.5 x 11 inches when unfolded.

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Advertising

Brochure Front View


Events A list of events in the garden probably

Visit the Garden Information about the garden goes

for the month can be laid out here. This

here. This includes founding info and

can be an intro paragraph that explains

anything else you want. I’m not sure what

the goal of education and community in the garden. I don’t know if it would take up all this space but maybe there could be an emphasis on a major event in this paragraph as well.

else to put here. Here is some info: this is information, this is information, this is information. I wish I had more ideas what to write. This brochure will have different sections including hours and a list of classes. It is a brochure you would mail to potential visitors so they will want to come to the garden.

Hours Mon-Fri 10AM - 5PM Sat 10AM - 7 PM Sun 12AM - 5PM

First Panel Open

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Unfolded Internal View Events

Event title here

Event title here

Short description of event including audience

Short description of event including audience

Date and time, 12:00-3:00

Date and time, 12:00-3:00

Event title here

Event title here

Short description of event including audience

Short description of event including audience

Date and time, 12:00-3:00

Date and time, 12:00-3:00

Event title here

Event title here

Short description of event including audience

Short description of event including audience

Date and time, 12:00-3:00

Date and time, 12:00-3:00

Event title here

Event title here

Short description of event including audience

Short description of event including audience

Date and time, 12:00-3:00

Date and time, 12:00-3:00

Event title here

Event title here

Short description of event including audience

Short description of event including audience

Date and time, 12:00-3:00

Date and time, 12:00-3:00

A list of events in the garden probably for the month can be laid out here. This can be an intro paragraph that explains the goal of education and community in the garden. I don’t know if it would take up all this space but maybe there could be an emphasis on a major event in this paragraph as well.

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Visit the Garden

Support Us

Information about the garden goes

This is the back of the brochure. This paragraph

here. This includes founding info and

will list the ways someone can voluteer or

anything else you want. I’m not sure what

become a member of the garden. It can mention

else to put here. Here is some info: this is

how and when meetings about the garden will

information, this is information, this is

be taking place and eventually end up with the

information. I wish I had more ideas what to

website at the bottom even though this

write. This brochure will have different sections Advertising

brochure summarizes the website. We live in a

including hours and a list of classes. It is a

digital world. The shop is also on the website so

brochure you would mail to potential visitors

that’s another way to support the garden and a

so they will want to come to the garden.

reason to include the web address.


Unfolded External View Visit the Garden

Support Us

Information about the garden goes

This is the back of the brochure. This paragraph

here. This includes founding info and

will list the ways someone can voluteer or

anything else you want. I’m not sure what

become a member of the garden. It can mention

else to put here. Here is some info: this is

how and when meetings about the garden will

information, this is information, this is

be taking place and eventually end up with the

information. I wish I had more ideas what to

website at the bottom even though this

write. This brochure will have different sections

brochure summarizes the website. We live in a

including hours and a list of classes. It is a

digital world. The shop is also on the website so

brochure you would mail to potential visitors

that’s another way to support the garden and a

so they will want to come to the garden.

reason to include the web address.

Hours

Want to know more?

Mon-Fri 10AM - 5PM

Visit us at waterfrontgardens.org

Sat 10AM - 7 PM Sun 12AM - 5PM

39


Billboards Billboards rely heavily on our bold imagery and colors in order to catch the attention of someone driving down the highway. Headlines should be limited to two, very clear lines in order to be read quickly by a driver. These lines should be placed on a patterned panel ending in a swoop in order to keep both the words and image legible.

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Advertising


We’re growing flowers and minds

Why have just one? See them all

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Bus Stop Ads Bus stop advertisements may include more text than billboards but do not have to. The imagery may be more complex as the viewer will have more time to take it in. The patterned swoop is still a must for differentiating words and images.

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Advertising


Grow together

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Trucks Our trucks are used to transport plants and other things to, from, and throughout the garden. They also function as mobile advertisements. However, no images and only simple text phrases should be used.

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Advertising


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Website - Desktop Our website provides information on all aspects of the garden. The homepage includes a rotating above the fold image which includes points of interest on the site. Below that is space for recent stories and more links as well as a social media feed that shows posts from those who have visited the garden. The posts are placed in an order that resembles a plant. The website is unique in our system because of fact that it does not use the patterned background. This is because it would interfere with legibility and be distracting from the core of the information and images.

Digital


Desktop Homepage About

News & Events

Get Involved

Shop

How does our garden grow? Learn the history of the Garden >

What’s new in the garden?

Who’s growing with us?

The newest stories from the garden can be placed here. A place on the front page to catch the viewer’s interest and inform the public of the newest exciting news from the garden. The text doesn’t have to be this long

She had a great ti...

this is an example. Read More > Sometimes I feel li... Just visited the Waterfront Botanical

Social media feed

Gardens and had a great time!

Saw this pretty gu...

Support Us Want to become invovled with the garden?

We had a fun day a... Who knew there

There are many options such as volunteering

were so many kinds

or becoming part of the Cultivators. Other

of plants native to

stories can go here too this is just another

Kentucky!

option for variety. Read More > She had a great ti...

Sometimes I feel li...

About

News & Events

Get Involved

Shop

Staff & Board

Recent Stories

Volunteer

Your Cart

Plan Your Vist

Calender

Become a Member

FAQ

The Cultivators

Contact Us

Donate

Our website’s social media icons are customized to better fit within our brand.

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Desktop About Page About

News & Events

Get Involved

Hours

About the Garden

what page you are on

Images that are not paired with a swooped

The Waterfront Botanical Gardens was started

Our mission is to develop experiences that

Spring, Summer,

by Botanica, an umbrella organization for the

promote appreciation and understanding of

Fall

local gardening community that was started in

plants for a more harmonious and sustainable

Mon-Fri

1993 to help enlighten, entertain, and educate

world.

10AM - 5PM Sat

the community about the botanical world. In

Navigation becomes highlighted to show

Shop

2001, Botanica learned that it was the

Our vision is to create a botanical garden and

10AM - 7 PM

beneficiary of a trust established by member

conservatory of extraordinary beauty that

Sun

Helen Harrigan, a local gardener with a desire

engages, enlightens, and inspires people

12AM - 5PM

to see a botanical garden and conservatory

about plants and nature Winter

built in Louisville. Helen’s gift reshaped the focus of our organization, and we set about

Have Questions?

Fri -Sun

our work to create what will become

Contact Us or read our FAQ

12AM - 5PM

History of the Location The proposed site for the Waterfront Botanical Gardens lies within the boundaries of one of

panel and are not on the home page have

Louisville’s oldest city areas, known as “The Point.” This area has seen dramatic changes over the years, beginning in the antebellum period, when Fulton Street was lined with

rounded corners

summer homes of prosperous French families from New Orleans, who came north during the summer months to escape the heat. After disastrous flooding in the late 1800s and again in 1937, the area was turned into a city dump for building refuse from flood damaged homes. After decades spent as the Ohio Street Dump, which was capped in 1973, the area is being redeveloped into an ecological haven – the Waterfront Botanical Gardens. Learn More >

Plant Survey

With grouped images, only the two

From spring to fall of 2014, Botanica

now no longer in operation, at the University

conducted a plant survey to identify and

of Louisville. Joining her is Dr. Jeffrey

document the plants that are growing on the

Masters, botanist, University of Louisville, and

future garden site. For over 40 years, the site

Botanica board member and photographer

has been largely undisturbed, except for

Valerie Smith, who provided visual

periodic mowing and brush removal. The

documentation of the survey.

plant survey will help us understand the

outermost caddy-corner images get their

various native plants that are growing on the

Every week, Pat, Jeffrey and Valerie hiked

site prior to the garden’s development.

around the 23-acre site, identifying and collecting specimens of the plants they

outermost corners rounded off

The effort was led by Patricia Haragan,

found. Highlights can be found to the left

botanist and author of numerous articles and

while the full species list can be downloded

field guides, including Weeds of Kentucky

as a PDF

and Adjacent States: A Field Guide (1991) and The Olmsted Parks of Louisville: A Botanical Field Guide(2014). Pat is also the former assistant curator of the Davies Herbarium,

48

Digital

About

News & Events

Get Involved

Shop

Staff & Board

Recent Stories

Volunteer

Your Cart

Plan Your Vist

Calender

Become a Member

FAQ

The Cultivators

Contact Us

Donate


Desktop News & Events Page About

News & Events

Lastest Headline

Get Involved

Shop

Other Stories

A summary of the latest story about the garden. Maybe an event or large donation,

Local Scout

anything that is newsworthy. It can be a large

Troop

summary maybe the beginning of the artical

Volunteers

and then trails off into a ‘read more.’ For now I am just going to type words. I should use the

Butterflies

Bob Ross quotes lorem ipsum generator but it

Visit the

is too late so I just have to keep typing.

Garden

Read more > Family Fun Days in July

Calender of Events - July Sunday

A list of events goes here and the days they

Monday

take place are highlighted on the calender to

Tuesday

Friday

Thursday

Wednesday

Saturday

1

2

3

4

5

the right. Every Wednesday in July - Event July 4th - Event

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

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July 14 - Event July 26th - Event

About

News & Events

Get Involved

Shop

Staff & Board

Recent Stories

Volunteer

Your Cart

Plan Your Vist

Calender

Become a Member

FAQ

The Cultivators

Contact Us

Donate

49


Website - Mobile

Mobile Homepage - Top

The mobile version of our website has

How does our garden grow?

Hidden navigation

Learn the history of the Garden >

been optimized for phones which means a more vertical orientation. As with most mobile web pages, the navigation has been hidden in a “hamburger” button. The rounded corners of images are removed for a more streamlined scrolling experience. The social media feed is also turned into a sideways scrolling box in order to be more compact.

What’s new in the garden? The newest stories from the garden can be placed here. A place on the front page to catch the viewer’s

On mobile, the space surrounding the rotating headline becomes a simple *word* rather than the

interest and inform the public of the newest exciting news from the garden. The text doesn’t have to be this long this is an example.

Read More >

block version

Support Us Want to become invovled with the garden? There are many options such as volunteering or becoming part

50

Digital

of the Cultivators. Other stories can go here too this is just another option for variety.

Read More >


Mobile Homepage - Bottom Support Us Want to become invovled with the garden? There are many options such as volunteering or becoming part of the Cultivators. Other stories can go here too this is just another option for variety.

Read More >

Who’s growing with us? Just visited the Waterfront Botanical

The social media feed is swipe-able so as to

Gardens and had a great time!

We had a fun day a...

She had a great ti...

About

News & Events

Get Involved

Shop

Sta & Board

Recent Stories

Volunteer

Your Cart

Plan Your Vist

Calender

Become a Member

FAQ

The Cultivators

Contact Us

Donate

condense it without losing posts

51


Mobile About Page - Top

Mobile About Page - Middle

About the Garden The Waterfront Botanical Gardens was started by Botanica, an umbrella organization for the local gardening community that was started in 1993 to help enlighten, entertain, and educate the community about the botanical world. In 2001, Botanica learned that it was the beneficiary of a trust established by member Helen Harrigan, a local gardener with a desire to see a botanical garden and conservatory built in Louisville. Helen’s gift reshaped the focus of our organization, and we set about our work to create what will become Louisville’s Waterfront Botanical Gardens. Our mission is to develop experiences that promote appreciation and understanding of plants for a more harmonious and sustainable world. Our vision is to create a botanical garden and conservatory of extraordinary beauty that engages, enlightens, and inspires people about plants and nature Have Questions? Contact Us or read our FAQ

Hours Spring, Summer, Fall Mon-Fri 10AM - 5PM Sat 10AM - 7 PM Sun 12AM - 5PM Winter Fri -Sun 12AM - 5PM

52

Digital

Plan Your Visit >


Hours Spring, Summer, Fall Mon-Fri 10AM - 5PM

Plant Survey

Sat 10AM - 7 PM Sun 12AM - 5PM

From spring to fall of 2014, Botanica conducted a plant survey to identify and document the plants that

Winter Fri -Sun 12AM - 5PM

Mobile About Page - Bottom

are growing on the future garden site. For over 40 years, the site has been largely undisturbed, except for periodic mowing and brush removal. The plant

Plan Your Visit >

survey will help us understand the various native plants that are growing on the site prior to the garden’s development. The effort was led by Patricia Haragan, botanist and author of numerous articles and field guides, including Weeds of Kentucky and Adjacent States: A Field Guide (1991) and The Olmsted Parks of Louisville: A Botanical Field Guide(2014). Pat is also the former assistant curator of the Davies Herbarium, no longer in operation, at the University of Louisville.

Like the social media feed, the plants survey is condensed into a History of the Location

swipe-able design

Joining her is Dr. Jeffrey Masters, botanist, University of Louisville, and Botanica board member and photographer Valerie Smith, who provided visual documentation of the survey. Every week, Pat, Jeffrey and Valerie hiked around the 23-acre site, identifying and collecting specimens of

The proposed site for the Waterfront Botanical

the plants they found. Highlights can be found below

Gardens lies within the boundaries of one of

while the full species list can be downloded as a PDF

Louisville’s oldest city areas, known as “The Point.” This area has seen dramatic changes over the years, beginning in the antebellum period, when Fulton Street was lined with summer homes of prosperous French families from New Orleans, who came north during the summer months to escape the heat. After disastrous flooding in the late 1800s and again in 1937, the area was turned into a city dump for building refuse from flood damaged homes. After decades spent as the Ohio Street Dump, which was capped in 1973, the area is being redeveloped into an ecological haven – the Waterfront Botanical Gardens. Learn More >

Plant Survey

About

News & Events

Get Involved

Shop

Staff & Board

Recent Stories

Volunteer

Your Cart

Plan Your Vist

Calender

Become a Member

FAQ

The Cultivators

Contact Us

Donate

From spring to fall of 2014, Botanica conducted a plant survey to identify and document the plants that are growing on the future garden site. For over 40 years, the site has been largely undisturbed, except for periodic mowing and brush removal. The plant survey will help us understand the various native plants that are growing on the site prior to the garden’s development. The effort was led by Patricia Haragan, botanist and author of numerous articles and field guides, including Weeds of Kentucky and Adjacent States: A Field Guide (1991) and The Olmsted Parks of Louisville: A Botanical Field Guide(2014). Pat is also the former assistant curator of the Davies Herbarium, no longer in operation, at the University of Louisville.

53


Mobile News Page - Top

Lastest Headline A summary of the latest story about the garden. Maybe an event or large donation, anything that is newsworthy. It can be a large summary maybe the beginning of the artical and then trails off into a ‘read more.’ For now I am just going to type words. I should use the Bob Ross quotes lorem ipsum generator but it is too late so I just have to keep typing. Read more >

Other Stories

Local Scout Troop

Family Fun Days in July

Butterflies Visit the Garden

Volunteers

Calender of Events - July A list of events goes here and the days they take place are highlighted on the calender below Every Wednesday in July - Event

54

Digital

July 4th - Event July 14 - Event July 26th - Event S

M

T 1

F

Th

W 2

3

4

Sa 5


Other Stories

Mobile News Page - Bottom

Local Scout Troop

Family Fun Days in July

Butteries Visit the Garden

Volunteers

Calender of Events - July A list of events goes here and the days they take place are highlighted on the calender below Every Wednesday in July - Event July 4th - Event July 14 - Event July 26th - Event S

M

T

F

Th

W

Sa

1

2

3

4

5

6

7

8

9

10

11

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14

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About

News & Events

Get Involved

Shop

Sta & Board

Recent Stories

Volunteer

Your Cart

Plan Your Vist

Calender

Become a Member

FAQ

The Cultivators

Contact Us

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Plant Labels Our plant labels have the rounded corners and a single logo-like pattern in the background. They can be color coded with yellow assigned to trees and green for flowers and bushes. They can be hung from tree branches as well as placed in front of plants on the ground. These labels are 6.5 x 4 inches.

In the Garden


Caprifoliaceae

Amur Honeysuckle Lonicera Makii

Simaroubaceae

Tree of Heaven Ailanthus altissima

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External Wayfinding Each area of the garden is to have signs telling what it is. These signs are similar to the small plant labels but at a much larger scale. They also include fun pictures related to that area and feature the logo underneath the title. These images should not just be a picture of the building they are sitting in front of if that is the case.

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In the Garden


Visitor’s Center

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Internal Wayfinding Internal wayfinding is placed on standing panels or walls when they are accessible in the space. When dealing with multiple directions, the signs are stacked. Like with grouped web images, signs have rounded corners only on the top and bottom signs.

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In the Gardens


Gift Shop Restaurant Restrooms

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Clothing Clothing within garden use has simple, but brand-complimentary designs. The logo is essential in these designs to represent our pride in our business.

Employee Uniform

The employee uniform is our signature goldenrod yellow with brown buttons. The logo is embroidered on the left side of the chest. The flower pattern is not to be used as it creates a more tropical feel that doesn’t match our garden.

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In the Garden


Aprons

Aprons are used for field trips or workshops where visitors may be working closely with the dirt. They have the logo in he center with a cute, short phrase such as ‘I’m Growing’ underneath. Aprons do feature our flower pattern for a dash of fun.

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Shopping Bag Our shopping bag bears our goldenrod yellow and flower pattern. No logo is present so that they may double as reusable gift bags for the consumer if they would like.

Gift Shop


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Postcard Postcards feature bright pictures of flowers accompanied by a patterned swoop. They use a short, catchy tag line inviting the recipient to visit the gardens. The logo is shown only on the back in order to not disturb the visual aesthetics of the front

Grow with us

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Gift Shop

Grow with us


Poster There is more freedom with posters compared to other applications. There should be a focus on plants and the

Sugar Maple Serviceberry

Redbud

garden itself. This example feature a

Dogwood

variety of leaves common in Louisville. The logo must feature in the lower right White Oak

corner of posters.

Holly

Pawpaw

Hophornbeam Swamp White Oak Sycamore Yellowwood

Basswood

Black Oak

Sweetgum Tulip Poplar

Leaves of Louisville

Shagbark Hickory Red Oak

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Calender Our gift shop calender is laid out similarly to our postcards except that the headline is replaced with the month. The flowers shown for each month are the birthflowers for them. The layout of days use the grouped rounded-corner system. The color of the patterned background alternates each month between goldenrod yellow and bluegrass green.

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Tote Bag Tote bags, like posters, have a bit more freedom. The main requirement is to feature the logo somewhere. The example to the right has a checkerboard pattern of green plants and yellow and orange flowers which plays off of our color scheme.

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Gift Shop


Mug Our mugs can be either goldenrod yellow or bluegrass green with our flower pattern. The flowers should face inward towards a snappy, morning and garden related phrase.

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Water Bottle Water bottles are similar to our mugs with cute phrases and patterned backgrounds. They also include a swoop of the opposite color at the bottom. Our logo is placed at the bottom center.

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Gift Shop


Air Freshener Air fresheners are a unique product. They are the only thing that can be colors that aren’t in our main system. This is only allowed if they go with the scent such as pink for rose scented. They are our logo on a solid background with the label of the scent in the bottom middle.

Sunflower

Rose

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Bumper Sticker

Grow Together

G

Grow Together

G

Bumper stickers feature our rounded corners and patterned background. They can come in goldenrod yellow or bluegrass green. They should have a short tag line phrase. The logo should be placed in the upper left corner.

Grow Together

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Gift Shop


Seed Packet Seed packets can be sold in the gift shop or given out to kids on field trips. They feature prominent pictures of the flowers that will grow from them, accompanied by a patterned swoop that holds information. This information includes the name of the kind of seeds and our logo, positioned in the lower left corner.

Kentucky Wildflower Assortment

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Pencil Pencils are most often given to children on field trips. They use the signature colors and pattern and feature the logo at the eraser end. A swoop of another brand color may be added if desired about three-fourths of the way towards the eraser end.

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Gift Shop




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