BRAND GUIDELINE
GREEN GARAGE BRAND GUIDELINE
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GREEN GARAGE HELPS GROW GREEN BUSINESSES IN SUSTAINABLE WAY AND SHARE SUSTAINABLE IDEAS WITH THE COMMUNITIES. OUR VISUAL IDENTITIES STANDS FOR EVERYTHING WE DO. BY BEING CONSISTENT IN ITS USE, WE IMPROVE THE QUALITY OF OUR WORK AND HELP TO HAVE BETTER COMMUNICATIONS.
GREEN GARAGE BRAND GUIDELINE
INFORM URBAN SUSTAINABLE INSPIRE GREEN COMMUNITY
GREEN GARAGE BRAND GUIDELINE
CONTENTS
5 UNDERSTANDING GREEN GARAGE Strategy Positioning Personality Logo Sub-brand Logo
5 COLOR Palettes
5 TYPOGRAPHY Our Typeface Hierarchy
5 PATTERN Arch Diamond
5 ALL TOGETHER
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Stationary T-shirt Print Photography Motion
GREEN GARAGE BRAND GUIDELINE
UNDERSTADNING GREEN GARAGE
1.1
STRATEGY
1.2
POSITIONING
1.3
PERSONALITY
The Green Garage is green business that thinks sustainable Detroit by providing incubators for the startups in Detroit and spreading the idea for saving energy for the environment. Business is located in Midtown Detroit. Help green business grow their business in sustainable way and share sustainable ideas with the communities by having two open-to-public meetings weekly. COMMUNITY: Green Garage supports people of the Detroit, who are reimagining their lives and their city in fresh and better ways. BUSINESS: Help green business grow naturally with triple bottom line method. By using a community-based natural design process to help business design their “Seed�, which will help improve outcomes in profitability and efficiency of saving energy. Lastly, using 1-to-1 sessions with entrepreneurs to help them evolve thier businesses and their relationships. ENVIRONMENT: Thinking sustainable environment by repurposing old materials to make clean and efficient.
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GREEN GARAGE BRAND GUIDELINE
UNDERSTADNING GREEN GARAGE
1.4
LOGO
ENVIRONMENT + BUSINESS + COMMUNITY 3 different ideas meets and Green Garage finds the creative solutions for to live a sustainable life and spread the ideas to the world.
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RIPPLE EFFECT
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GREEN GARAGE
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GREEN GARAGE BRAND GUIDELINE
UNDERSTADNING GREEN GARAGE
1.4
LOGO 7X 1X
1.4.1 Our primary logo should always be used when circumstances allow. Leave some minimal space to breath around the logo. Use Dark Wood color for the background.
1X
7X
1X
GREEN GARAGE G E
1X
1.4.2 If It’s impossible to use Dark Wood color on the bacground then use this version with lighter background.
GREEN GARAGE
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GREEN GARAGE BRAND GUIDELINE
UNDERSTADNING GREEN GARAGE
1.4
LOGO
Don’t use other background color
Don’t rotate
Don’t change the position
Don’t Stretch
GR
EE
N
GA
RA GE
Here are example of improper useage of the logo to help consistency.
GREEN GARAGE
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GREEN GARAGE
GREEN GARAGE BRAND GUIDELINE
UNDERSTADNING GREEN GARAGE
1.5
SUB-BRAND LOGO
There are three different categories of Green Garage’s product which is same as the 3 core ideas of Green Garage. They are color coded with different structures but has the same concept of finding the common goods and spreading the ideas.
GREEN GARAGE ENVIRONMENT
GREEN GARAGE BUSINESS
GREEN GARAGE COMMUNITY
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GREEN GARAGE BRAND GUIDELINE
UNDERSTADNING GREEN GARAGE
1.5
SUB-BRAND LOGO
Primary logo will be used for representing the whole Green Garage’s activities for media and stationary. Sub-brand will be on business cards and contents that creates from each location like event poster or sustainable information.
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PROJECT: GREEN ALLEY
GREEN BUSINESS INCUBATOR
PROJECT: EL MOORE
GREEN GARAGE BRAND GUIDELINE
COLOR
2.1
PALETTES
Main Aqua Fresh will be used in the logo name of the people who are involved in Green Garage’s projects. Name of the organization and body text will be Dark Wood color.
PANTONE 439 C
PANTONE 3255 C C: 59 M: 66 Y: 63 K: 54
Secondary colors represents three sub-categories of the brand.
60% 40%
#453635
DARK WOOD
PANTONE 439 C
C: 59 M: 66 Y: 63 K: 54 #453635
AQUA FRESH
PANTONE 439 C
PANTONE 439 C
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GREEN GARAGE BRAND GUIDELINE
TYPOGRAPHY
3.1
OUR TYPEFACE SCHEME BOLD Scheme type family is our organization’s typeface. Scheme is a viewer friendly rounded sans serif typeface. Scheme Bold is used from headlines to name of the organization. Use Scheme Bold to highlight the important words that is realted to the Green Garage.
Aa
AaBbCc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!%$&@*) 0123456789
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GREEN GARAGE BRAND GUIDELINE
TYPOGRAPHY
3.1
OUR TYPEFACE SCHEME LIGHT Scheme type family is designed by Ray Larabie in 2008. Scheme Light will used in secondary information like subheading or quote.
Aa
AaBbCc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!%$&@*) 0123456789
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GREEN GARAGE BRAND GUIDELINE
TYPOGRAPHY
3.1
OUR TYPEFACE GILL SANS Gill Sans is a humanistic typeface that is known for geometric style stemmed from Roman tradition. Gill Sans was designed by Eric Gill in 1926.
Aa
AaBbCc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!%$&@*) 0123456789
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GREEN GARAGE BRAND GUIDELINE
TYPOGRAPHY
3.2
HIERARCHY
Main Heading
GREEN GRAGE
Sub Heading / Quote / Intro Sentence
“Our goal is to develop triplebottom-line businesses healthy for the environment, economics, community.”
Names / Highlighted Words
Body Text
Tom and Peggy Brennan
Co-founders Tom and Peggy Brennan purchased it in 2008 and, with a wonderful community of over 200 individuals, completed a green, historic renovation over the next three years. Since opening in 2011, the Green Garage’s principal work has been forming a diverse, supportive, and accountable coworking community and helping triple bottom line businesses grow naturally. If you feel inspired by this work and would like to learn more or connect further, please feel free to explore our wiki, contact us, visit us,.
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GREEN GARAGE BRAND GUIDELINE
PATTERN
4.1
ARCH
Patterns can used in related materials to add texture or color, but it can not be used as a background.
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GREEN GARAGE BRAND GUIDELINE
PATTERN
4.2
DIAMOND
Diamond pattern represents sharing valuable information with community, which is core idea of Green Garage
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GREEN GARAGE BRAND GUIDELINE
ALL TOGETHER
5.1
STATIONARY
For our card, we use the primary logo centered and used the photo of location where the person reside.
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GREEN GARAGE BRAND GUIDELINE
ALL TOGETHER
5.1
STATIONARY
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GREEN GARAGE BRAND GUIDELINE
ALL TOGETHER
5.2
T-SHIRT
GREEN GARAGE BRAND GUIDELINE
ALL TOGETHER
5.3
We like to use short and simple copy and always use Scheme Bold for the title and each sub-brand can be applied to the related contents.
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GREEN GARAGE BRAND GUIDELINE
ALL TOGETHER
5.4
PHOTOGRAPHY
There’s many different projects happening in Green Garage. In order to represent those projects, we can use photograhpy. Desired photograhpy style would be simple cinematic and positive situational photography.
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GREEN GARAGE BRAND GUIDELINE
ALL TOGETHER
5.4
PHOTOGRAPHY
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GREEN GARAGE BRAND GUIDELINE
ALL TOGETHER
5.5
MOTION
Use the intro clip on any Green Garage’s project.
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