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..
5
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
15
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.
18
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.
19
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
20
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.
22
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.
24
Other Elements
25
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
26
Other Elements
Do not outline images
Do not overlap images
Do not lower the opacity of images
27
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
33
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
35
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.
40
Advertising
We’re growing flowers and minds
Why have just one? See them all
41
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.
42
Advertising
Grow together
43
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.
44
Advertising
45
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.
47
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
31
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
12
13
14
15
16
17
18
19
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21
22
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24
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27
28
29
30
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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
Donate
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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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September S
Gift Shop
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May
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March
February
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November
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February
January Sunday
Monday
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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