BR AND BOOK
1
TA G L I N E
3
WHO WE ARE
5
PERSONALIT Y
8
THE LOGO
9
COLOR
11
PAT T E R N S
12
T YPE
13
IMAGES
14
L AYOU T
15
RESOURCES
18
CONTENTS
NAME
NAME
WEST
CALIFORN 1
IA
3
TA G L I N E
WHO WE ARE
D I S C OV E R I N G THE U N FA M I L I A R West California is the place for the luxurious and the famous, but beneath all that lays a world of wonder and adventure. We are here to guide you through our clandestine urban culture, venture and meet locals in the process. Our goal is to introduce you to the unknown scenario, activities, and people that West California has to offer.
5
SOCIAL
BOLD
REAL
ENTERTAINING P O S I T I V E
AD ARRTI NI SGT I C DARING L I V E LY
FUN
PERSONALITY
DYNAMIC
WEIRD
B R AV E
SPIRITED
DEFIANT
IS TM P U L S I V E I M U L AT I N G ADVE NTU ROU S
8
TH E LOGO
MASTE R LO GO
West California’s logo was created based on a sense of unity, the circle represents the community and embracing, and the organic hand drawn elements give the composition a more real, less perfect feel, something more artisanal.
9
Here there is an example of the black colored logo over white bracgroung and over colored background.
A LT E R N AT I V E
LOGOS
The logo is made by the combination of a logogram and the logotype, in these examples there is a complete logo in white over a colored background. The logogram can be taken away from the logo leaving just the logotype, this can be used if the product or medium is too small to fit the complete logo, or if the design of the product needs a simpler approach.
10
CO LO R
R 64 G 189 B 240 C 62 M 5 Y 0 K 0 #40BDF0
R 51 G 227 B 199 C 59 M 0 Y 34 K 0 #33E3C7
R 97 G 227 B 247 C 48 M 0 Y 7 K 0 #61E3F7
R 54 G 199 B 191 C 66 M 0 Y 32 K 0 #36C7BF
R 240 G 64 B 153 C 0 M 88 Y 0 K 0 #F04099
11
R 51 G 211 B 209 C 39 M 2 Y 19 K 0 #9AD3D1
R 232 G 66 B 120 C 2 M 89 Y 28 K 0 #E84278
R 227 G 97 B 143 R 239 G 111 B 168 C 6 M 76 Y 17 K 0 C 1 M 71 Y 1 K 0 #E3618F #EF6FA8
PAT T E R N S All patterns are considered original and organic and must come from the original patterns shown here. Lines must be consistent they can vary in size and thickness.
12
TYPE
13
T Y P E FAC E GUIDELINES DIN Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
DIN Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
DIN Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Gill Sans MT Pro
ABCDEFGHIJKLMNOPQRSTUVWX YZ abcdefghijklmnopqrstuvwxyz 1234567890
For the body copy, only use DIN with the weight set to either Light or Regular. The weight Bold is to be used for sub-headers. If one style is used for a system then the entire system must follow it. For example, if you design a brochure using Light for the body copy then the entire brochure must have that style for that as well. Gill Sans MT Pro with the weight set to bold is to be used for the main headers and quotes. To provide a unique style, use the hand written type for the main headers as well.
I M AG ES
IMAGE
S T Y L E
Images that will be used for design purposes must have a high quality resolution and must focus on the personality of our brand, the images could display people enjoying themselves in one of our destinations, or they could show just the image of one of our destinations. Remember to show an approachable image, even when we like the unknown we try to show it as a pleasant experience so refrain from unpleasant imagery, for example instead of showing a dark abandoned building chose a more flattering brighter image of the place.
14
L AYO U T
15
APPLIED DESIGN
RESOURCES
R ESO U RC ES
BRAND
CONTACT US West California Department of Design Christina J. Erbe Art Director 440-240-2080 ChristinaJErber@gmail.com
18