TABLE OF CONTENTS About Us About Wisconsin Ave Tagline, Mission & Vision About Phillips Square Our Look & Feel Logos Logo Do’s and Don’ts Color Palette Typography Photography Other assets
ABOUT US
ABOUT WISCONSIN AVENUE Milwaukee was incorporated in 1846, two years prior to Wisconsin’s declaration as a state. In the late 19th through early 20th centuries, Milwaukee would shift from commercial based economy to industrial capitalism. Jobs and industries like milling, slaughtering, tanning, and brewing had become the foundation for Milwaukee’s economy. Wisconsin Avenue became an imporant part through all the transition. Let’s Explore Milwaukee. Our message build community, spread positivity and promote city pride. We want to provide people with a green escape from the urban environment, as well as a positive brand. It is within these spaces that people can meet each other, explore all of Wisconsin Avenue and care for our city environment. The park will focus on sustainability and remediation of the downtown landscape through the use of phytoremediation through plants that will clean street water. Our plants and park will be low maintenance and include perennial plants that are suited for the lighting and zoning of the space.
TAGLINE Let’s Explore Milwaukee.
OUR MISSION To build community, spread positivity and promote city pride.
OUR VISION To provide the community with a green escape from the urban environment, spaces that people can meet each other and care for our city environment.
ABOUT PHILLIPS SQUARE Vel Phillips She is a civil rights and community pioneer. Elected the first woman ever to sit on Milwaukee’s Common Council, she was also the first woman judge in Milwaukee County and the first African American to serve in Wisconsin’s judiciary. She also introduced the city’s first open-housing ordinance. Hyperaccumulators Our park would clean water run-off that runs through the park area before it reaches the Milwaukee River. Community Phillips square will host community events and concernt, provide a space for children to play, and house lunch spaces for local employees.
OUR LOOK & FEEL
LOGOS
Wisconsin Avenue Logo Preferred Version of our logo. Please use whenever possible. The identity mark may be used alone without logotype; for example in videos, printed posters, company assets, etc. Color must correspond to the specified area.
Wisconsin Avenue White Logo Used when designing or printing on a dark background. Also can be used when designing or printing over any of the Wisconsin Avenue branding colors.
Wisconsin Avenue Black Logo Use the black logo when the colored logo cannot be used; Good for small scale work or merchandise printing. DO NOT use on any digital or print other advertising materials.
Phillips Square Logo This logo is meant to be used when the primary logo is not appropriate, i.e. when the logotype in the primary logo is not legible or when our company name needs to stand out.
Phillips Square Black Logo Use the black logo when the colored logo cannot be used; Good for small scale work or merchandise printing. DO NOT use on any digital or print other advertising materials.
LOGO DO’S AND DON’TS
Wisconsin Avenue Logo Safe Zone Please use the letter “N” from “WISCONSIN” and place it in the specified places to measure the margin around the logo.
Don’t stretch or Alter the logo Make sure to keep the proportion of the logo when using across various design jobs. Do not rotate the image with the logotype.
Phillips Square Logo Safe Zone Please use the letter “E” from “SQUARE” and place it in the specified places to measure the margin around the logo.
Rotating the Identity Mark Rotating the logo is not okay. If there is a need to rotate the logo, please contact us.
COLOR PALETTE Our palette is a modern take at Milwaukee’s history.
MKE Purple
Lakefront Blue
Playground Green
(HEX) #91268f, (RGB) 145, 39, 143, (CMYK) 50, 100, 0, 0
(HEX) #00679a, (RGB) 0, 103, 155, (CMYK) 93, 58, 18, 2
(HEX) #046735, (RGB) 5, 103, 53, (CMYK) 90, 34, 100, 27
Phillips Green
Sunburst Orange
Brewery Yellow
(HEX) #83a04c, (RGB) 132, 161, 76, (CMYK) 53, 21, 89, 3
(HEX) #f26739, (RGB) 242, 104, 57, (CMYK) 0, 74, 85, 0
(HEX) #fcd006, (RGB) 252, 208, 6, (CMYK) 2, 16, 100, 0
Additional Color Variations
Lake Michigan Blue
Winter Gray
Seagull White
(HEX) #00adef, (RGB) 0, 174, 239, (CMYK) 100, 0, 0, 0
(HEX) #bbbdc0, (RGB) 188, 190, 192, (CMYK) 0, 0, 0, 3
(HEX) #fbf5ec, (RGB) 251, 246, 237, (CMYK) 1, 2, 6, 0
TYPOGRAPHY Headings and Subheadings Menlo Bold
∙ Must be used for large titles (35pt+) or section and chapter markings. ∙ Can be used for text overlaying photos ∙ This font must be purchased (it is not available for a free download).
Menlo Regular ∙ Must be used as the subheading typeface. Can be used as the heading typeface. ∙ Can use the following members of thefont family: Black, Black Oblique, Heavy, Heavy Oblique. ∙ This font must be purchased (it is not available for a free download).
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,!?@#$%&*()” ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,!?@#$%&*()”
Body Copy Maax Regular ∙ Must be used for all body copy. ∙ Can use the following members of the font family: Light, Light Oblique, Book, Roman, Book Oblique, Medium, Medium Oblique. ∙ This font must be purchased (it is not available for a free download).
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,!?@#$%&*()”
PHOTOGRAPHY We want to focus on the experience of Wisconsin Avenue, and engaging images help to showcase this experience. We like to show details and people.
Acceptable Forms of Accreditation: Photography by: [name] Photo credit: [name]
OTHER ASSETS
Useful designs and graphics