Historic Mitchelville Brand Guidelines

Bold brands born here

This document contains the rules for your visual communication system. Follow these rules strictly to maintain brand consistency.

This includes all of the elements you may need—logos, typefaces, colors, and more—to create a consistent tone, look, and feel for the Historic Mitchelville Freedom Park materials. We invite you to absorb this information and reference it often to become an informed keeper of the brand.

Logo

Primary logo

The Historic Mitchelville Freedom Park primary logo is rooted in African culture. The combination mark uses a representation of an African symbol called 'Aya'. The Aya represents a fern and is a symbol of endurance, independence, defiance against difficulties, hardiness, perseverance, and resourcefulness.

The Primary logo should be used at all time ensuring brand consistency across all communications. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.

MASTER LOGO

MINIMUM SIZE

For readability, scale needs to have special considerations. Do not reduce these elements below these designated pixel values.

Web 168 pixels

Print 1.75"

Web 48 pixels

Print .5"

Secondary logo

When limited by printing constraint, use the secondary logo.

Alternative logo color usage

The color usage for the Historic Mitchelville Freedom Park logo is minimal. The full color, primary logo is the preferred version and should be used whenever possible. If using as a overlay on a dark photo or background, use the white version or the color/white version. When absence of color use is requested, choose the single color version. Only black or white should be used.

Logo mark

This logo mark can be used when the full primary logo is not necessary or in cases where the brand name is already displayed. For example, the mark could be used as a profile picture on Instagram since the username will be adjacent to it in plain text.

SOLID BLACK LOGO

USE ON PHOTOS

COLOR ON DARK BACKGROUND

SOLID WHITE LOGO

Whitespace

To preserve the Historic Mitchelville Freedom Park’s logo integrity, always maintain minimum space around the logo. The importance of whitespace around brand elements and throughout all layouts cannot be overstated. It adds confidence and clarity to the visual messaging. The more white space, the better. These visuals are used to define minimums.

The minimum whitespace around the mark and logo is equivalent to a grouping of the 'HIS' in the word HISTORIC and 'MI" in the name 'MITCHELVILLE'. A margin of clear space equivalent to this height is drawn around the logo to create the invisible boundary of the area of isolation.

Unacceptable logo use

These guidelines help avoid things like altering the logo in any way, causing it to lose its integrity by stretching or presenting it in a way that is not harmonious with the rest of the brand.

To make sure the logo appears as consistent as possible throughout communications, we've identified a number of ways it should never be used.

Examples to follow

List of don'ts

A. Do not squeeze or stretch.

B. Do not rearrange or resize the logo elements individually.

C. Do not add shadows or filters to the logo.

D. Do not contain the logo in box when placed on a background image or color.

E. Do not alter the logo colors.

F. Do not replace logo font.

G. Do not add other elements within the clear space allotment.

H. Do not rotate.

I. Do not place borders around logo.

A.

D.

G.

B.

E.

H.

C.

F.

I.

Color palette

Color is foundational to the visual identity of a brand in all its expressions and executions–logos, packaging, products, environments and all forms of marketing communications. The PRIMARY PALETTE helps consumers to quickly identify a brand. These are the core colors of the brand.

The SECONDARY PALETTE is used to highlight and complement the primary colors. Use these secondary colors to complement primary colors and break up white space. The brand palette will cover the majority of your needs. It’s intentionally small in variety so as to not dilute the brand visuals, which adds confusion.

Typography

Brand fonts should be used for all communications, ensuring a consistent look and feel in online and print literature.

AMERICAN SCRIBE should be used for all header text.

OPEN SANS EXTRABOLD is to be used for subhead text.

OPEN SANS REGULAR should be used for all other copy (body, lists etc).

To ensure a consistent look, make sure brand fonts are used in a consistent manner and the weights of the font have been considered, using heavier weights to highlight key messages.

HEADER FONT (SIZE 30-36)

American Scribe

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

SUBHEADER FONT (SIZE 20)

Open Sans ExtraBold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

BODY FONT (SIZE 10-12 | 20-24 LEADING)

Open Sans Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Information

Triad Brand Marketing is a creative agency purposely founded to fuse our passion for creative design with our love of innovative marketing while helping organizations generate, energize and re-imagine brand growth. If you should have any questions please feel free to contact us at fanmail@triaddesign.com.

Thank you!

All content created by Triad Brand Marketing for Historic Mitchelville Freedom Park ©2023