BRAND BOOK
01 MISSION STATEMENT 02 VISION STATEMENT 03 LOGO STANDARDS 05 FONT USAGE 07 COLOR PALETTE 08 ICONOGRAPHY 09 ADVERTISING 10 IMAGERY 11 WEB LAYOUTS
02
“
To increase social engagement and revitalize the spirit of Milwaukee, one plot at a time.
MISSION STATEMENT
”
03
04
“
To increase social engagement and revitalize the spirit of Milwaukee, one plot at a time.
VISION STATEMENT
”
05
SIMPLE OPTIMISTIC INFORMATIVE LIVELY 04
SIMPLE
So that we are easily understood.
OPTIMISTIC We believe in a better Milwaukee.
INFORMATIVE So that we inspire others to act.
LIVELY
To appeal to new and younger audiences.
BRAND STYLE
05
3D used for web only
50px
Do not place over dark reds
rgb(128, 45, 29) rgb(231, 76, 60) rgb(211, 84, 0) rgb(243, 156, 18)
06
Shadow Gradient
Main Gradient Do not place over imagery or pattern
Examples
Web Ad
On Website
LOGO STANDARDS
07
Flat used for any other branding & promotions 19mm
Do not use unapproved color combos Do not warp images
Approved Color Combos
08
rgb(236, 240, 241)
rgb(52, 73, 94)
rgb(41, 128, 185)
rgb(241, 196, 15)
rgb(26, 188, 156)
rgb(142, 68, 173)
rgb(241, 196, 15)
rgb(26, 188, 156)
rgb(52, 152, 219)
rgb(230, 126, 34)
rgb(243, 156, 18)
rgb(231, 76, 60)
Do not place over imagery or pattern Do not use white logo
FULL COLOR PALETTE
FONT USAGE
09
Full Mark used for special occasion web and advertisement
Do not place over dark reds Do not place over light colors
Do place over dark greys and blues
08
Do not change scale relationship Do not change placement Do not change any colors
rgb(26, 188, 156) rgb(22, 160, 133) rgb(46, 204, 113) rgb(39, 174, 96) rgb(39, 114, 96) rgb(52, 152, 219) rgb(41, 128, 185) rgb(155, 89, 182)
rgb(236, 240, 241) rgb(189, 195, 199) rgb(149, 165, 166) rgb(127, 140, 141)
rgb(142, 68, 173)
rgb(52, 73, 94)
rgb(128, 45, 29)
rgb(44, 62, 80)
rgb(192, 57, 43)
rgb(210, 170, 131)
rgb(231, 76, 60) rgb(211, 84, 0)
rgb(146, 79, 3) rgb(96, 56, 19)
rgb(230, 126, 34) rgb(243, 156, 18) rgb(241, 196, 15)
FULL COLOR PALETTE
09
HEADINGS Nunito - Bold SECONDARY HEADINGS Nunito - Regular BODY TEXT Nunito - Light
04
VISION STATEMENT
05
IMAGERY
Branding/Advertising -Black and White
12
Website Projects
-Color Photography -Contained within Rounded Square
13
stationary/biz cards
16
WEB ICONS
ICONS
14
MAP ICONS
15
MAP KEY
14
EXAMPLE MAP
15
CONTACT INFO
16
BACK COVER