40 West Robyn Clark, Jennifer Greening, Jody Metzger, Beth Rosa, and Mara Stitt
“If you go from one end of Colfax to the other, you’ll find what you’re looking for all on that one street. It’s always been that way.” - Dwayne Clarke, local business owner
History A past notable for its important, unusual, interesting events: a street with a history.
In the early 1850s miners came to Colorado seeking the mother load. They blazed a trail that would become Colfax Avenue.
In 1859, Denver was 1 year old, growing rapidly and in need of a main street. Colfax Avenue was officially created.
In the 1950s car culture hit the nation and drivers sought a main thoroughfare. Drivers and travelers turned to Colfax Avenue.
Since those days, merchants and residents alike have sought a high traffic area in which to live and peddle. Colfax Avenue became the obvious choice.
In 2011, artists and free thinkers seek a place to gather and create. Again, we are turning to Colfax Avenue.
Where great art comes together. We are a community oriented neighborhood committed to cultivating experiences of art & life.
0
Because of Colfax Avenue’s vast history many
40 West promises an artistic, community driven
people consider it to be a Colorado landmark. So
learning experience by introducing an environment
it is only natural to want to name our arts district
of art galleries, live and work spaces, local
after the street. However naming locations after
musicians, and local businesses.
Colfax is hardly unique. Just as the area played a huge role in Colorado’s Since Colfax has been part of US highway 40 for
history, 40 West Arts District will have a big impact
nearly a century, we thought is was appropriate to
on the lives of the people in the community. Here
name our arts district 40 West.
people can interact with art in any way they like.
Logo Ideations With our logo ideations we were inspired by the US highway shield and the compass. We wanted something that said contemporary but also something that was reminiscent of the rich history of Colfax Avenue and the community.
Word mark Ideations These are some of the type treatments we experimented with when working with 40 West spelled out rather than numerically. We ultimately decided that using 40 West numerically was more in line with our vision.
Lobster
Bauhaus Std
Garamond
Auriol LT Std
DIN 1451 Std
Americana Std
ITC Clearface Std
Peignot LT Std
ITC Benguiat
Final Logo We decided that this logo was the best choice because it is clean, simple, contemporary, but also slightly reminiscent of the US highway shields, and is completely in line with our vision for the arts district.
Lockup Ideations We added our tag line “Where Great Art Happens� and experimented with the placement of it. We decided that the top right was the best option.
where great art happens.
where great art happens.
where great art happens.
where great art happens.
Color Palette We wanted the color palette to come from the community, be inspired by the community, and be for the community. We chose colors that best represented the fun atmosphere. We took the colors right from the community because the community is one of the most important aspects to the 40 West Arts District. The community is the base of what 40 West is.
C:35 M:100 Y:35 K:10
C:98 M:73 Y:50 K:52
C:53 M:00 Y:100 K:00
C:100 M:95 Y:05 K:00
C:100 M:00 Y:00 K:00
C:00 M:78 Y:100 K:00
C:00 M:96 Y:100 K:13
C:00 M:00 Y:00 K:20
C:00 M:00 Y:00 K:100
Color logo and tag line
where great art happens.
where great art happens.
where great art happens.
where great art happens.
where great art happens.
where great art happens.
where great art happens.
where great art happens.
where great art happens.
Final Color Lockup With the final color lockup we chose to not limit ourselves to one or two colors because our colors come directly from the community. We wanted to give the option of all the colors so the diverse community would always be represented in our identity.
where great art happens.
where great art happens.
where great art happens.
where great art happens.
where great art happens.
where great art happens.
where great art happens.
where great art happens.
This represents the identity of 40 West Arts District. There are 40 shapes that as a whole represent us. The 40th shape is different which symbolizes that 40 West is different. 40 West is a different kind of place, a different kind of experience, a place where great art happens.
40 West Arts District A different kind of place, a different kind of experience. For more information visit: www.40west.com
www.facebook.com/40W
Business Cards The concept behind our business cards is that each resident as well as each person who works for or at 40 West has the opportunity to have business cards. Each person gets the choice of color, layout, and where if at all the die cut is. Each person’s card is unique but still clearly apart of the 40 West brand.
Jody Metzger
Mara Stitt
Robyn Clark
1600 Pierce St 214 Lakewood CO 80
1600 Pierce St 214 Lakewood CO 80
1600 Pierce St 214 Lakewood CO 80
303-914-6890 t.com jmetzger@40wes igns.com www.marastittdes
303-819-5782 t.com jmetzger@40wes designs.com www.jodymetzger
303-425-8903 om rclark@40west.c
Eric Skogstad 1600 Pierce St 214 Lakewood CO 80
303-387-4286 st.com eskogstad@40we .com www.ericsdesigns
g
Jennifer Greenin
www.rclark.com
Beth Rosa
1600 Pierce St 214 Lakewood CO 80
1600 Pierce St 214 Lakewood CO 80
303-429-9981 t.com jgreening@40wes signs.com www.greeningde
303-423-8963 m brosa@40west.co m
www.bethrosa.co
Website We kept the website simple. When the user first comes to the page all the circles are green but when the user hovers over each individual circle they change to a image of an event, or gallery, or store in the art district. The user can click on the circles and more information will pop up for the user to see and peruse.
About 40W
About 40W
Subscribe
Subscribe
News + Events
News + Events
Contact
Contact
Studios + Galleries
Studios + Galleries
Membership
Membership
Calendar
Calendar
Social Networks
Social Networks
After school Program
After school Program
Art classes
Art classes
The Market
The Market
© 2011 40 West Arts District
© 2011 40 West Arts District
Around Town “A community needs a soul if it is to become a true home for human beings.� - Pope John Paul II
With the art and new life of the 40 West Arts
As art and people come together, the district
District there are new possibilities for revitalizing
promises new possibilities. Colfax and this area has
the neighborhood. 40 West gives the community
thrived throughout the years, it is with the new 40
and visitors a chance to celebrate their differences
West Arts District that we will continue to progress
in a fun, carefree environment. The 40 West arts
and we welcome the coming change. We celebrate
district will renew the area, and create a better life
Colfax history, the community and the art bridging
for those living here. With transforming neglect
the culture and beauty of the neighborhood with
and unkept buildings and neighborhoods the art
the inspiring changes of 40 West.
district will inspire change.
The Park The Park is one unique feature of the arts district. Interestingly from above the park takes the shape of 40 West’s logo. The park is an important aspect to 40 west because it is a main gathering place for families, friends, visitors, and residents alike. It features a large fountain in the shape of a W that children, teens, and adults can play in. Also in the park is an amphitheater that has a large LCD Screen so the community can enjoy watching sports games, movies, and television together. It also offers a great place to sit and enjoy lunch or work on homework.
Park Features In the park the swings are a very unique feature. The construction is more unique with the idea to attract children, along with colors. Metal bars are used instead of chains because they make the swing movement more stable. The seats are also more comfortable. The mechanical system will additionally increase safety and durability of playground swing. There is possibility of combining swings the result of that is a spiral shape. The colors have richer warmer tones, their task is to make swing more desirable and to enrich different environments.
Also in the park are concrete seating features
The park will also have a couple puckleball
that are shaped uniquely. It gives the community
fields. Puckleball is like soccer on a uneven
a great place to sit and enjoy while keeping the
field. It is unique and a great place for family and
park enjoyable and sustainable.
community fun.
A very unique feature of the park are the chairs. Each chair is a letter and is made out of sustainable materials. The chairs will be placed around the park so the community can enjoy sitting on their own letter.
Also another feature that will let every visitor, guest, resident, and worker know where they are the giant Ws that will be placed around the area. The Ws are not strictly for way finding but also for artists and children alike to decorate. They will be made out of sustainable materials including bricks from the local brick factory and concrete. Some will be strictly for visiting artists to do what they like with but most will be for the community to spray paint, paint, use chalk, or whatever medium they would like.
Lightrail Signage Part of the design of 40 West is knowing right away that when you step off the lightrail platform you know where you are. Its important for the visitor or resident to know they are in the right place.
40 W
s. n e p p a h t r a t where grea
Area Signage Not only is it important for a visitor or resident to know they are in the right place on the lightrail platform, but also it is important everywhere in the district. At 40 West we want everyone who comes to visit, eat, play, work, or live to know exactly where they are and feel apart of the community.
Celebrate
Listen
Arts District
Arts District
Enjoy
Play
Arts District
Arts District
To help visitors and residents at 40 West there will be signs around the whole district that inform them about upcoming events as well as how to get different places.
Welcome Center Kokoum Gallery Modern Medieval Masterpieces
own
Crazy T South Pole
Argentina
Anywhere
Purg atory Winchell’s
At 40 West visitors will be able to always know where they are as well as any upcoming events and news because there will be posters and signs in many places.
Arts District will get a window cling to put in their window to alert visitors and residents that the store supports 40 West.
where great art happens.
Each store and gallery that belongs to the 40 West
Merchandise At 40 West we want the visitors and residents to feel they belong to the community. These items will be available to purchase so everyone can feel like they belong to 40 West.
What’s Happening “We don’t stop playing cause we grow old; we grow old because we stop playing.” - George Bernard Shaw
Part of the 40 West lifestyle is partaking in events. 40 West isn’t just a place that you only think about on first Friday but also a place you can think of any night of the week or month. 40 West not only is centered around art it is also a community with history and it is important to remember that and 40 West will continue to let the community grow together in this new direction.
Light it up!
40 items in 4 days
u o Y n e a h C t h s i n i ? F n o i s s i M
Starting Thursday May 10. Pick up your mission packet NOW
at the welcome center.
1st place wins a custom bike. 2nd place wins a bike lock. 3rd place wins a bike sticker.
At the Block Party Bar-B-Que
SundAy June 5 1:30pm Bring a side dish to share and come prepared to eat till you EXPLODE!
On the corner of Lamar and 13th right next to the Light Rail.
1¢
For more info visit the welcome center on 13th and Lamar or go to 40west.com/events
For more info visit the welcome center on 13th and Lamar or go to 40west.com/events
JOIN US FOR KITE DAY!
JUNE 25th to 26th Forty West Arts District
Bring friends and family to check out the new Arts District located at Lamar Street Station
Celebrate the Arts at July 24th-25th
40 West Arts District LOCATED NORTH OF THE LAMAR STREET STATION
40 West Arts District A different kind of place, a different kind of experience. For more information visit: www.40west.com
www.facebook.com/40W
+ d o o f + t r a = d a c m r + n fu
After School “This period of time between the school bell and the factory whistle is a most vulnerable time for children. These are the hours when children are more likely to engage in at-risk behavior and are more vulnerable to the dangers that still exist in too many neighborhoods and communities.� - Former Vice President Al Gore
After School Program The after school program at 40 West combines
The after school program is a continuation of skills
many things to create a successful program. It
taught in the classroom. It creates a community
connects with Molholm Elementary School and
learning center that provides: homework help,
surrounding middle schools, including Wheat
mentoring & counseling, art & educational
Ridge Middle School, Creighton Middle School,
programs, and challenging curriculum. The
and Lumberg Elementary School. It offsets
program utilizes modern technology and builds
budget cuts that eliminate traditional public
student’s digital skills. It engages students
school art classes and provide the proper space
in constructive critiques that are project/age
and materials needed. It attends to the needs of
appropriate. Every student is able to display work
working parents/guardians by either being a free
produced within a gallery that is integrated into the
or low-cost program. It creates a safe and inviting
after school building.
environment for children.
After School
Introducing
Donate your old technology.
40 West
a new
option.
After
style.
40 W
School
Join us for a series of informational meetings. Beginning May 2011.
After
40 W
School
Join us for a series of informational meetings. Beginning May 2011.
After
40 W
School
Your old technology creates new opportunities for students. Beginning May 2011.
The 40 West Arts District is a nod to the history of the area and will help revitalize local communities and businesses. 40 West Arts District will enrich people’s lives by providing a safe and enjoyable environment. It is an ideal place to learn, create, and grow within the art and design world.
appens. where great art h