Artistic Harmony District Brand Guide
Artistic Harmony District Brand Story........................3 Target Audience Outline.......4 Brand Personality..................5 Logo.....................................6 Typefaces..............................7 Color...................................8 Imagery................................9 Media Assets.......................10
Brand Story The Artistic Harmony District is an active, multicultural community that oers high-quality localities that explore community values and aesthetics through folk art, performing art, and health and wellness. This community demonstrates the importance of art and ďŹ tness. This enables the community to realize the best standard of living possible through creative self-expression.
Target Audience Outline
Most of the citizens stated they wanted more emphasis placed on performing arts, and also more focus on health and wellness. Older citizens in their 70s are more art-oriented, younger citizens in their 40s-50s want more focus on health and wellness. Research concludes this area of the city is all about community collaboration and peace. The street names such as Six Forks and Falls of Neuse indicate this. From the viewpoint of the citizens, the Sertoma Arts Center and The North Ridge Country Club are the two focal points of the area. The Sertoma Arts Center, located at Shelley Lake Park has visual art classes for kids and adults, bike trails, space for dogs, etc. The park is family friendly, oers creative exploration, and opportunities to improve health and wellness. The North Ridge Country Club is also a family-friendly way to relax, play golf and enjoy the artwork of local citizens.
Active Believe in the importance of staying healthy and active.
Do Be health concious Don’t Be lazy Be inactive
Creative
Make the community stand out from others by combining the interests of the residents to form one cohesive brand.
Brand Personality Top Two Community Values • Improving the way folk art, performing art and health and wellness is displayed • Unification of the community Top Two Community Characteristics • Active • Creative Differentiation North Raleigh offers a variety of sites that explore community values and aesthetics, such as folk art. This area of Raleigh has different venues that capture the artistic, family-friendly side of the city.
Don’t
Mission Statement The Artistic Harmony District, located in North Raleigh takes pride in improving the way folk art, performing art and health and wellness is displayed to give the community a sense of dignity. We take delight in making the community a family-friendly environment. The arts combined with health and wellness brings together people of all cultures to represent the diverseness of the community through self expression.
Be uninspired
Tagline
Be unimaginative
Self - Expression Is Life
Do
Be inventive and skilled.
Multicultural Display the vibrant art culture of North Raleigh through folk art and performing art.
Do Be influential and helpful Don’t Be crude Be uninterested
Logo Do
The logo can be placed on a dark background. Dark colors make the
Tilting the logo is okay. It’s fine to change the logo’s position if necessary.
logo stand out This is the lettermark form of the logo.
Don’t
Don’t distort the logo’s shape in any way, shape, or form.
Don’t cover the logo.
Don’t place the logo on matching background.
The Artistic Harmony District should only be represented with the following two typefaces. These typefaces have been perfectly crafted for the brand.
Do A
A
LittleLordFontleroy
This font is used for heading & subhead copy. This font conveys that the brand has a sense of class and heritage, this makes the identity feel “validated”. This font also communicates the warm, welcoming side of the community. This font indicates what the community has to offer as far as visual and performing arts go, such as painting, sculpture, drawing, theatre, song/dance, concerts, etc.
A A
A
A
Typefaces
Do change the size of the brand fonts when necessary.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Bernardo Moda Contrast This font is used for body copy.This font is thin and modern. This font is used to convey feelings of exclusivity, seriousness, intelligence, and style. This font says a lot about the educational environment within the community. The communi-ty educates through art and creativity, which fosters intelligence and uses style.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Don’t Aa Aa Don’t pair the brand fronts with other fonts.
Color
Red
and n o i t n tte a s nt, e e r u m t e p t i a Red c ted with exc on. ia cti is assoc nergy, and a ,e n o i s s a p
The brand color palette is restricted to the colors below. This gives the brand a unique look and allows the Artistic Harmony District to be immediately distinguished.
R 101 G 77 B 156 C 72 M 82 Y 2 K 0
R 50 G 172 B 75 C 78 M 4 Y 100 K 0
Purple
ivity, as t a e r c s t n e s e r purple rep xury. lu d n a m o d is w well as
Yello w re ings volves ar Yellow of ha o ppine und suns hi ss, po sitivi ne and e ty, a v nd op okes fee ltimis m.
R 231 G 52 B 48 C 3 M 94 Y 90 K 0
Gre
en is
Gre
e conn ected n t gene rosit o health and y.
R 243 G 227 B 54 C 7 M 4 Y 90 K 0
R0 G0B0 C 75 M 68 Y 67 K 90
The brand color palette can be used in many color combinations. As a genneral rule, pair a dark color with a bright color. The brand must maintain its bold, bright appearance. Complimentary color pairs are alright as well. Tints of the brand color palette are not permitted.
Imagery
Colourbox/Stock Image
Focused Collection/Stock Image
High-quality stock photography that captures the essence of what Artistic Harmony District stands for is the only imagery that should represent this brand.
Colourbox/Stock Image Icons and illustrations should be kept simple, contain no gradients, filters, or drop shadows, use the brand fonts if it contains a word/number, and only use colors from the Artistic Harmony District color palette.
IconsETC
Iconfinder
Shutterstock/Stock Image Dissolve/Stock Image FreeIcons
depositphotos
iStock/Stock Image
Don’t use any low-quality, offensive imagery to represent this brant. Don’t use imagery that misrepresents Artistic Harmony Districts core values in any way, shape , or form.
Media Assets Social Media
The purpose of this asset is to display community values through the use of visual identity pieces such as the logo and tagline. The brand colors, which are exhibited within the logo, Facebook page header and background behind the logo in the default photo space capture the essence of the brand voice/ tone. The purpose of social media marketing is to be used for all the traditional marketing goals to reach customers, increase referrals or sales leads, build word-of-mouth, provide a means of feedback, develop a reputation as an expert or thought-leader, drive traffic to a business website or blog, and develop new products or services. Residents can interact with each other, share pictures and spread word of mouth information about the community. Facebook and Instagram are two of the most populous social networking sites.
Signage
This asset’s purpose is marketing the community to get the brand name out there. This type of signage is welcoming visitors to the area and identifying a certain establishment. The Artistic Harmony District is a creative, active, and multicultural community that offers high-quality localities that explore community values and aesthetics through folk art and performing art. This is expressed by the paint splatter scattered across the creamcolored background.The texture of the paint splatter uses thick and expressive brushstrokes to create a flowing textured pattern. These brushstrokes communicate interest and energy. This texture is indicative of the active community that takes an interest in health and wellness.
Bumper Sticker
This asset’s purpose is to display community values through the use of typography. Bumper stickers are a good inexpensive word-of-mouth marketing tool, which is trusted by 90% of the population. The tagline “Self Expression Is Life” and the community name “Artistic Harmony District” is written across the bumper sticker.
Pole Banner
This asset’s purpose is to familiarize the audience with the brand. Brand awareness is what the audience know and understand about the brand. The audience will know that this community is art-centered and multicultural. The Artistic Harmony District is a creative, active, and multicultural community that place emphasis on health/wellness and the arts. The message this banner asset displays are about unifying the art aspect of the community with health and wellness. There are residents from diverse backgrounds that culturally influence the community by the education of their tradition through performing and visual art. The paint splatter design is vertical, which suggest activity, movement and creates a bold statement.