BRAND BOOK
01 OUR STORY 02 MISSION STATEMENT 03 VISION STATEMENT 04 BRAND STYLE 06 PERSONAS 08 LOGO STANDARDS 14 COLOR PALETTE 16 POSTER DESIGN 18 WEB IMAGERY 20 WEB ICONS 22 MAPPING 24 FONTS 26 STATIONARY 28 RESOURCES
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After the housing bubble burst in 2008, the city of Milwaukee suffered greatly. There are currently 60,000 vacant homes and 5,000 abandoned buildings, many of which in very concentrated areas of despair. Here at Platz, we beleive in the passion and loyalty Milwaukee citizens have for our city. We believe that if given the proper tools and knowledge, the community will rise up to help our areas in need while becoming a more unified Milwaukee.
OUR STORY
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“
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To increase social engagement and revitalize the spirit of Milwaukee by decreasing the amount of abandoned buildings, one plot at a time.
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MISSION STATEMENT
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To understand the optimistic spirit of our company and never give up on our mission.
VISION STATEMENT
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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
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MARY Here are some possible Personas making up our target market. These three examples show how diverse our range can be.
Mary loves helping people, especially children, attain a better future. She is very kind and thoughtful with a strong moral compass. When she is not grading homework or teaching, she likes to volunteer at local fundraising events and triathlons. She has lived in Milwaukee her entire life and being active in her community is important to her. Mary is happily married with two children both in their early teens. Although her family makes decent money, they are still very savvy. They only do small trips to in-state areas once a year to get away on a budget. She is very concerned with their education and sends them to the best schools her family can afford and is actively saving up for their college. Mary has one dog and two cats which keep her and her family on their toes.
AGE 42 yrs JOB Teacher at Lad Lake Milwaukee PERSONAL ANNUAL INCOME 55K MARITAL STATUS Married HOUSEHOLD INCOME 125K
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DEVON
BLAKE
Devon moved to Milwaukee from Santa Barbara about 5 years ago and is still trying to find his niche. He lives in a lower flat in Harambee with his girlfriend and their newborn daughter. They have plans to get engaged as soon as their financial situation picks up and things get less hectic with the baby. Devon is new to the Milwaukee area but feels invested to the space now that he has a family and would like to see the area thrive. In his spare time he likes to draw tattoos for his friends and longboard. He often considers going back to community college but he just feels too busy. He doesn’t know a lot about healthy eating, but would like to start learning some new recipes. In five years, he hopes his life will be dramatically different.
Blake was always a gifted salesman and started his own company straight out of college. He is very driven, money focused, and quite consumed with power. He isn’t too interested in finding a girlfriend at the moment because he would rather focus on his career. He isn’t ashamed to use his looks and charisma to his advantage when making a sale and others know him to be quite sly. Since Blake has planted the roots of his company in Milwaukee, he plans to stay here for a while. He is concerned with the economy and well being of the area, because if everyone else is making money he believes he can make more money. He is always looking for new exciting investment opportunities and loves being connected in the business community.
AGE 30 yrs JOB 7-Eleven Gas Station Attendant PERSONAL ANNUAL INCOME 25K MARITAL STATUS Single HOUSEHOLD INCOME 25K
AGE 28 yrs JOB Entreprenuer at his own Startup PERSONAL ANNUAL INCOME 90K MARITAL STATUS Single HOUSEHOLD INCOME 90K
PERSONAS
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3D Mark Secondary Usage for Web
Staging A
Staging B
Leave Spaces
08
Do Not Cut Into Openings
50px
Staging B Example Do not place over dark reds Do not warp
Shadow Gradient
Logotype Gradient Do not place over imagery or pattern
LOGO STANDARDS
RGB 128/45/29 RGB 231/76/60 RGB 211/84/0 RGB 243/156/18
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2D Mark Primarily used for print
19mm
Staging A
Do not use unapproved color combos Do not warp
Staging B Leave Spaces
Do Not Cut Into Openings
Do not place over imagery or pattern Do not use flat white logo
Staging B Example
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These are some reccomended color combos. Other combinations are fine, as long as only colors from our approved full color palette are used (pg 10) and the mark is clearly visible.
CMYK 6/2/3/0 RGB 236/240/241
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CMYK 83/65/43/29 RGB 52/73/94
CMYK 6/60/100/0 RGB 230/126/34
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CMYK 71/28/0/0 RGB 52/152/219
CMYK 80/13/59/0 RGB 20/160/133
&
CMYK 6/99/10/0 RGB 223/14/129
CMYK 2/44/100/0 RGB 243/156/18
&
CMYK 3/85/82/0 RGB 231/76/0
CMYK 6/21/100/0 RGB 241/196/15
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CMYK 80/13/59/0 RGB 20/160/133
CMYK 6/21/100/0 RGB 241/196/15
&
CMYK 71/28/0/0 RGB 52/152/219
LOGO STANDARDS
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Logotype & Mark used for web and 4 color process printing
Do not place over dark reds Do not place over light colors
Do place over dark greys and blues Stagings for 3D Mark apply
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Do not change scale relationship Do not change placement Do not change any colors
Leave Spaces
Do Not Cut Into Openings
Just barely cut into river. May also leave bottom full.
LOGO STANDARDS
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HERO PALETTE
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CMYK 73/0/51/0
RGB 26/188/156
CMYK 80/13/59/0
RGB 20/160/133
CMYK 68/0/76/0
RGB 46/204/113
CMYK 78/3/85/0
RGB 39/174/96
CMYK 83/35/66/19
RGB 39/114/96
CMYK 71/28/0/0
RGB 52/152/219
CMYK 81/42/6/0
RGB 41/128/185
CMYK 54/84/0/0
RGB 135/74/156
CMYK 63/98/0/0
RGB 123/43/145
CMYK 30/88/96/35
RGB 128/45/29
CMYK 17/95/91/7
RGB 192/57/43
CMYK 7/100/10/0
RGB 223/15/129
CMYK 3/85/82/0
RGB 231/76/60
CMYK 12/79/100/3
RGB 211/84/0
CMYK 7/61/100/0
RGB 230/126/34
CMYK 2/44/100/0
RGB 243/156/18
CMYK 6/21/100/0
RGB 241/196/15
COMPANION PALETTE CMYK 6/2/3/0
RGB 236/240/241
CMYK 25/17/16/0
RGB 189/195/199
CMYK 44/27/31/0
RGB 149/165/166
CMYK 53/37/39/3
RGB 127/140/141
CMYK 83/65/43/29
RGB 52/73/94
CMYK 84/68/47/38
RGB 44/62/80
CMYK 17/33/51/0
RGB 210/170/131
CMYK 30/70/100/24
RGB 146/79/3
CMYK 41/70/97/49
RGB 96/56/19
COLOR PALETTE
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PHOTOGRAPHY
TRADE DRESS To be used primarily with 2D mark.
NO STOCK PHOTOS · We only use photos that we have taken · This to be honest and genuine
COLOR PHOTOS · Color photos are fun and playful
CANDID MOMENTS
· Images should not be overly posed
UPLIFTING
· We inspire through happiness and change, not through guilt
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SHAPES
· 2 Assymetrical triangles in opposite corners of poster adds · Triangles are never taller than 1/3 the height of the page · Triangles must overlap
COLORS
· Use colors from hero palette · Refference approved color combos · Triangles are not to be same color
ILLUSTRATIONS
· At designer’s descretion, playful illustrations may to added to lighten mood of image
POSTER DESIGN
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PROJECT IMAGE UPLOAD PRECEDURE For internally managed plots.
COLOR · No black and white photos
SHAPE · Square with rounded edges
TECHNICAL
· at least 72 DPI · at least 600px by 600px
TIPS
Plot Proposal Page
· Show as much of the plot as possible · Avoid blurriness and pixelation
WEB IMAGERY
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WATCH LIST
WATCH LIST
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AWARD RIBBON
YOUR PROFILE User can either upload a photo or choose an avatar
AWARDS
IN PROGRESS
BLOG
MAP VIEW
Map View
WEB ICONS
Your Profile
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MAP KEY
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HOME FOR SALE
FORCLOSED HOME
FORCLOSED COMMERCIAL SPACE
VACANT
COMMERCIAL SPACE FOR SALE
STATE PARK
MAPPING
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NUNITO LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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MAIN HEADING SUB HEADING
Meatloaf swine tail biltong rump ground round. Ribeye venison shank, doner frankfurter fatback shankle. Pastrami boudin bresaola andouille t-bone shankle pork porchetta swine ground round shank. Meatloaf salami capicola strip steak bresaola. Kielbasa corned beef tri-tip pork chop doner spare ribs bresaola salami. Rump kevin drumstick corned beef, sirloin ham chicken tri-tip bresaola brisket bacon pork belly. Chicken beef fatback tail short ribs ham hock.
FONT
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HELLO. Bacon ipsum dolor amet capicola ham hock prosciutto ham fatback pastrami kielbasa pork loin meatloaf boudin short loin hamburger tail. Andouille filet mignon rump, kevin meatball turducken chicken pork prosciutto jowl beef ribs shankle capicola. Leberkas kielbasa shoulder, prosciutto cupim landjaeger chicken porchetta kevin venison shank meatloaf shankle beef ribs hamburger. Shoulder prosciutto short ribs, short loin boudin strip steak pig ball tip swine landjaeger. Tail sirloin chuck ground round shank tri-tip frankfurter picanha shoulder pork belly andouille. Andouille corned beef venison, t-bone sausage kielbasa pastrami alcatra turkey tri-tip ribeye tail filet mignon pork belly hamburger. Sirloin doner hamburger, brisket rump leberkas kevin flank. Ribeye salami andouille t-bone picanha turkey landjaeger. Biltong spare ribs shankle hamburger. Pork loin tail swine chicken. Boudin short ribs bacon, pork jowl bresaola strip steak meatball landjaeger shank pancetta tongue sausage leberkas.
YOUR FRIEND,
Sign Here Position Title
employeename@platz.com
/PlatzMKE
Platz.com
HELLO.
I’M KATY MARTIN. Founder
kmartin@platz.com
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715.966.1750
/PlatzMKE
HELLO, Bacon ipsum dolor amet capicola ham hock prosciutto ham fatback pastrami kielbasa pork loin meatloaf boudin short loin hamburger tail. Andouille filet mignon rump, kevin meatball turducken chicken pork prosciutto jowl beef ribs shankle capicola. Leberkas kielbasa shoulder, prosciutto cupim landjaeger chicken porchetta kevin venison shank meatloaf shankle beef ribs hamburger. Shoulder prosciutto short ribs, short loin boudin strip steak pig ball tip swine landjaeger. Tail sirloin chuck ground round shank tri-tip frankfurter picanha shoulder pork belly andouille. Andouille corned beef venison, t-bone sausage kielbasa pastrami alcatra turkey tri-tip ribeye tail filet mignon pork belly hamburger. Sirloin doner hamburger, brisket rump leberkas kevin flank. Ribeye salami andouille t-bone picanha turkey landjaeger. Biltong spare ribs shankle hamburger. Pork loin tail swine chicken. Boudin short ribs bacon, pork jowl bresaola strip steak meatball landjaeger shank pancetta tongue sausage leberkas.
YOUR FRIEND,
Sign Here Position Title
employeename@platz.com
/PlatzMKE
Platz.com
/PlatzMKE
HELLO.
I’M KATY MARTIN. Founder
kmartin@platz.com
STATIONARY
715.966.1750
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QUESTIONS? GET IN TOUCH. brand@platz.com 414.453.7341
DOWNLOADS
platzbranding.com · Logos · Poster Templates · Stationary Templates · Color Palette Samples · Mapping Samples · And more...
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RESOURCES