Port Washington Identity Manual by Alexandra Michalowski

IDENTITY SYSTEM MANUAL

TA B L E O F C O N T E N TS

Problem Statement

Iterations

Versions of the Mark

Mark Usage

Typeface

Branding Collateral

Colophon

Client Information

P R O B L E M STAT E M E N T

Port Washingtonâ&#x20AC;&#x2122;s preexisting mark lacked the flexibilty needed when designing for a town. Furthermore, the mark was inconsistantly applied throughout the many factions of the cityâ&#x20AC;&#x2122;s marketing. With this project, we hoped to obtain a unity throughout the signage, promotional materials, and web presence of the city while also bring a fresh and fun look to this quaint, lakeside town.

I T E R AT I O N S

PORT WASHINGTON

DINE•SNACK•DRINK•SHOP

WISCONSIN

While going through the process of redesigning Port Washington’s mark, I researched all that Port Washington was about. While I initially landed on boats and marine life, I soon realized the unique architecture of Port Washington’s famed lighthouse.

VERSIONS OF THE MARK

BLACK AND WHITE

These colors are those of the main logotype and should be the only colors used on the logo at all times. For professional output, PANTONE colors should be used when possible. For situations where this is not possible, CMYK versions of the mark have been supplied. When colored printing or output is not available, versions of the mark in black and white are supplied.

VERSIONS OF THE MARK

COLOR

PMS 7461C C 85 M 50 Y 00 K 00 R 27 G 117 B 188 HEX # 1B75BC

MARK USAGE

This is the correct version of the mark. The wordmark should not be seperated from the symbol unless used within the provided pattern. The mark should only be used in Blue, Black or White. The secondary colors should not be used in the mark. WISCONSIN and PORT WASHINGTON should never be removed from the symbol in whole or in part. Please allow for designated blank space surrounding the mark to improve legibility and effectiveness.

MARK USAGE

DO NOT change the markâ&#x20AC;&#x2122;s color in any way.

DO NOT change the markâ&#x20AC;&#x2122;s font in any way.

DO NOT stretch or distort the mark.

DO NOT add elements to the mark such as drop shadows or other effects.

DO NOT add a color behind the mark that creates low contrast and lessens its impact.

DO NOT add patterns or designs behind the mark that affect its legibility and effect.

T Y P E FAC E S E L ECT I O N

KOROLEV CONDENSED MEDIUM

Aa Bb Cc 1234567

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()?/’:;”<>{}

KOROLEV Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()?/’:;”<>{}

The primary typeface, Korolev Condensed Medium, is that of the mark and is the only typeface which should be used when reproducing the mark. The secondary typeface, Korolev Medium, is that of all body copy.

COLOR PMS 7461C C 85 M 50 Y 00 K 00 R 27 G 117 B 188 HEX # 1B75BC PMS 1797C C 14 M 94 Y 78 K 4 R 204 G 51 B 63 HEX #CC333F PMS 611C C 16 M 13 Y 100 K 00 R 222 G 224 B 9 HEX #DCCB23 PMS BLACK C 00 M 00 Y 00 K 100 R 00 G 00 B 00 HEX #00000

Blue is the primary color for the brand and should be used accordingly. Red and Yellow are the secondary colors and should be used for accent purposes. Black is the color of all copy when legible. Using white or blue in place of black is ok. See branding examples to see proper use of secondary colors.

LETTERHEAD

COLOR

December 13, 2016 313 West Main Street Port Washington, Wisconsin 53074 City Hall 100 W. Grand Avenue P.O. Box 307 Port Washington, WI 53074 Phone 262.284.5585 Fax 262.284.7224 Hours Monday - Friday 8:00 a.m. - 5:00 p.m.

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Thomas Mlada Mayor of Port Washington, Wisconsin

The primary letterhead uses the colored mark and colored heading text. If color printing is unavailable, the black and white version of the letterhead may be used.

LETTERHEAD

BLACK AND WHITE

Thomas Mlada Mayor of Port Washington, Wisconsin

All letterhead documents must be printed on 8.5 inch x 11 inch standard US paper. The letterhead consists of 1/2 inch margins on the top and bottom of the document, a 1 inch margin on the right side of the document, and a 2 inch margin on the left side of the document. Within the 2 inch margin, 1.5 inches are reserved for the mark and contact information placed directly centered. The letterhead also consists of Korolev medium type set at 10 points with 14 point leading. This is the only typeface which should be used for this letterhead.

BUSINESS CARD

City Hall 100 W. Grand Avenue P.O. Box 307 Port Washington, WI 53074 Phone 262.284.5585 Fax 262.284.7224

The primary business card is a standard American business card measuring 2 inches x 3.5 inches and is of vertical orientation. A business card consists of the mark and one of the three designated colors on the front and contact information with one of the three designated colors tinted to 10% on the back. All should be centered vertically and horizontally with 1/4 inch margins.

STAT I O N A R Y

City Hall 100 W. Grand Avenue P.O. Box 307 Port Washington, WI 53074

#10 Windowed Envelope

City Hall 100 W. Grand Avenue P.O. Box 307 Port Washington, WI 53074

#10 Envelope

Notecard (7 x 3.5 inches)

Other stationary proceeds like above. Limited use of lighthouse pattern is acceptable as an accent pattern but should not be used under any text or without consulting designer unless otherwise described here. This pattern is the only time in which the symbol may be disconnected from the wordmark and used on itâ&#x20AC;&#x2122;s own. No use of secondary colors (Red and Yellow) are premitted here. If color printing is not available, Blue should be substituted for Black.

B R A N D E D M AT E R I A LS

SNAPCHAT GEOFILTER

D I G I TA L

APP HOMESCREEN

B R A N D E D M AT E R I A LS

WEBSITE HOMESCREEN

D I G I TA L

B R A N D E D M AT E R I A LS

VISITOR BROCHURE

PORT WASHINGTON B R ADINE N D E D M AT E R I A LS

VISITOR BROCHURE H RT NO LA

E RE ST KE

RE BU

RE ST

N SO HN JO

N VA ST EA

NORTH WISCONSIN STREET

NORTH MILWAUKEE STREET

NORTH HARRISON STREET

STRE ET

EAST PIER STREET

LAKE

HARBORVIEW LANE

EAST JACKSON STREET

You can’t go wrong with dinner in Downtown Port Washington. With resturants ranging from a new American BBQ resturant with homemade barbeque sauces and tantilizing desserts to fun Mexican cantina, there is something for everyone right on the main drag.

Beanies Mexican Resturant 102 East Grand Avenue Port Washington, Wisconsin 53074 A straightforward roundup of tacos & seafood dishes in a playful setting with bar swings.

Schooner’s Pub 114 North Franklin Street Port Washington, Wisconsin 53074

EAST WASHINGTON STREET

Neighborhood saloon with an old-timey wooden bar, marina views from the deck, lunch & simple bar eats. EAST MAIN STREET

Yummy Bones BBQ 201 North Franklin Street Port Washington, Wisconsin 53074

DINE

PORT WASHINGTON

Delicious dry rubs for mouth-watering ribs,

SOUTH WISCONSIN STREET

WEST GRAND AVENUE

ROTARY PARK

signature homemade BBQ saucce, tasty side

LAKE MICHIGAN

dishes, as well as scrumptious desserts to satisfy any sweet tooth!

Twisted Willow 308 North Franklin Street Port Washington, Wisconsin 53074

WEST CHESTNUT STREET

Elevated American fare made with farm-fresh ingredients, plus a cocktail bar, in a historic home COAL DOCK PARK NORTH

DINE

UTH

AC H

SOUTH BEACH

The Pasta Shoppe 323 North Franklin Street Port Washington, Wisconsin 53074 Longtime Italian standby for pastas, pizzas &

sandwiches in a relaxed, homey setting.

RO AD

H RT

NO LA KE R ST T

R ST

N VA ST EA

NORTH WISCONSIN STREET

NORTH MILWAUKEE STREET

NORTH HARRISON STREET

EAST JACKSON STREET

Duluth Trading Co 108 North Franklin Street Port Washington, Wisconsin 53074 Our store is located next to a historic harbor and modern marina on Lake Michigan, in a charming fishing village.

STRE ET

EAST PIER STREET

LAKE

HARBORVIEW LANE

Feel the joy of shopping local in Downtown Port Washington. With small businesses ranging from chic European clothing to a brand new Dulth Trading Co. headquarters, there really is something for everyone to enjoy!

La Tulipe 115 North Franklin Street Port Washington, Wisconsin 53074

EAST WASHINGTON STREET

European style flower shoppe offering the finest in fresh flowers. Fill Your Day With Flowers! EAST MAIN STREET

Moda Bella 215 North Franklin Street Port Washington, Wisconsin 53074

SHOP

PORT WASHINGTON

Our loft style boutique has European simplicity

SOUTH WISCONSIN STREET

WEST GRAND AVENUE

ROTARY PARK

carrying something for every personality.

LAKE MICHIGAN

Zing Boutique 302 North Franklin Street Port Washington, Wisconsin 53074 Fashion for women of all ages. Every style of

WEST CHESTNUT STREET

jewelry accent imaginable, at an affordable price.

COAL DOCK PARK NORTH

Pear & Simple 314 North Franklin Street Port Washington, Wisconsin 53074 a variety of fresh and neat gifts, home goods,

DINE

baby and children’s gifts, great Port Washington

UTH

things, stationery, books, seasonal items and

AC H

SOUTH BEACH

accessories and now year-round Christmas.

RO AD

H RT

NO LA KE R ST T

T EE

R ST

LAKE STRE ET

HARBORVIEW LANE

EAST PIER STREET

N VA ST EA

NORTH WISCONSIN STREET

NORTH MILWAUKEE STREET

NORTH HARRISON STREET

EAST JACKSON STREET

Chocolate Chisel 125 West Grand Avenue Port Washington, Wisconsin 53074 A scrumptious variety of barks, bars, and clusters will satisfy your cravings.

Smith Bros Coffeehouse 100 North Franklin Street Port Washington, Wisconsin 53074 Stop in for a hot cup of Joe and the best fish sandwich you’ve ever wrapped your lips around.

EAST WASHINGTON STREET

EAST MAIN STREET

SOUTH WISCONSIN STREET

WEST GRAND AVENUE

ROTARY PARK

Dockside Deli 218 East Main Street Port Washington, Wisconsin 53074 Waterside deli with a patio & delivery to boats in the marina.

LAKE MICHIGAN

CoCa LeNa 327 North Franklin Street Port Washington, Wisconsin 53074 CoCa LeNa is a one-stop sweet shop packed with deliciously sweet edibles and a fresh collection of personalized gifts for all!

WEST CHESTNUT STREET

COAL DOCK PARK NORTH

UTH

AC H

SOUTH BEACH

VISITOR BROCHURES (14 x 8.5 inches)

RO AD

Broadway Popcorn 322 North Franklin Street Port Washington, Wisconsin 53074 Enjoy handcrafted gourmet Popcorn, popped fresh daily in Wisconsin.

B R A N D E D M AT E R I A LS

POLE BANNERS

The pole banners are used to keep a consistant tone throughout the entire town. The bright colors not only follow brand but also accent the fun summer days spent downtown. The souvenirs on page 23 are examples of mark application for town promotional materials. Blue is the preferred colors but secondar colors may be used to give multiple color options.

B R A N D E D M AT E R I A LS

SOUVENIRS

ORNAMENT

T-SHIRT

WATER BOTTLES

SHOPPING BAG

COFFEE MUG

COLOPHON

This mark was designed by Alexandra Michalowski for the city of Port Washington. This mark should not be used for any manner besides marketing, branding, and promotion of the city of Port Washington. This mark is protected under copyright and may not be used without consent of the city or designer.

C L I E N T C O N TA CT I N FO R M AT I O N

City Hall 100 W. Grand Avenue P.O. Box 307 Port Washington, WI 53074

Phone 262.284.5585 Fax 262.284.7224

Hours Monday - Friday 8:00 a.m. - 5:00 p.m.