2 4 5 6 8
Logo Colors Typography Photography Supergraphics
LOGO The signature stands as a true symbol of the city. The iconic and classic building shape speaks not only of the city’s famous skyline and architecture, but also nods at the idea of a city rising upward into their future, and becoming a national model for other large American cities, as the Green Roof Projects has recently put the city in the environmental spotlight. The logotype stands as the primary identification of Chicago, while the complete logomark further acknowledges the city’s strength. The alternative mark replicates the idea of a rising structure, in a purely typographic form.
2
LOGOTYPE
LOGOMARK
0.0.0.100 0.90.100.0 86.48.43.16
0.90.100.0 36.9.0.0 51.39.39.4 29.0.100.0 86.48.43.16
ILLINOIS
USA
ALTERNATIVE MARK
ILLINOIS
USA
ILLINOIS
USA
0.90.100.0 36.9.0.0 86.48.43.16
Identity System
LOGO
COLORS The color palette was chose to reflect the brand personality and brand tone of voice. These aspects represent the feel of Chicago at the core. This architecturally significant city is energized with the many distinct cultures that call the city home. The primary palette boldly embodies these important parts of Chicago, while the secondary palette provides highlights, midtones, and shadows that may be used to create engaging color combinations to be used throughout the branding system.
4
15.22.97.0
0.10.100.0
21.36.34.0
! 0.42.100.1
21.16.35.0
0.89.44.0
!
0.90.100.0
!
34.85.62.26
! 40.31.46.2
37.10.1.0
51.40.39.4
33.0.17.0
100.76.38.27
86.48.43.16
!
56.7.8.0
! 36.0.44.0
69.0.100.0
20.0.100.0
45.0.100.24
65.0.100.42
!
PRIMARY DISPLAY
GOTHAM
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 0123456789 SECONDARY DISPLAY
FUTURA
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 0123456789 COPY
ITC Century
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 0123456789
TYPOGRAPHY The typography of the branding system is warm and inviting, yet carries a sense of classic style. The primary display typeface, Gotham, is often used in conjunction with photography, and is knocked out to bring forward pieces of energized color.
Identity System
COLORS & TYPE
PHOTOGRAPHY Photography is an important portion of Chicago’s brand. Each image communicates an idea about the city. The style is based upon the three core values: global, cultural, and progressive. Image should be full color with energy and life. Extreme angles and tightly cropped shots are preferred in order to provide the intensity of the city.
6
Identity System
PHOTOGRAPHY
global, accessible, progressive
cultural, proud, inspiring
powerful, driven, energized
SUPERGRAPHICS The patterns and supergraphics are elements that communicate particular aspects of the city. The main graphics speak for the combination of cultural and business progression. The secondary elements represent environmental and structural aspects, as well as the global centralization of Chicago. Together these graphics give a general forward and positive feeling towards the city.
8
10
12 14 16 18 19
Stationary Suite Banners Transportation Merchandise Advertisements
3.5� 1.25�
STATIONARY SUITE The stationary suite conveys the classic contemporary feel of Chicago, while the color palette provides a forwardthinking attitude. Included in the suite is a double sided business card, letterhead, memo pad, and envelope.
12
Applications
STATIONARY SUITE
BANNERS The city banners are a friendly welcome to visitors. These banners represent the pride and energy that embodies Chicago and its people. These graphics are light and airy to create a positive atmosphere.
14
Applications
BANNERS
TRANSPORTATION Public transportation is key for Chicago. Many residents agree that the average person does not need a car to travel throughout the city. CTA, Chicago Transportation Association, provides public transporation here. The ‘L’, or elevated train, is a convenient and efficient way of getting around. Bus services are also available. Boat sailing is a favored past time of many Chicagoans as the city is right on Lake Michigan.
16
Applications
TRANSPORATION
MERCHANDISE We use SIGG water bottles which are safer to use and better for the environment. Make sure to bring your water along to the Saturday morning fitness sessions in Grant Park. It’s free and you can bring the kids. The simple act of carrying a reusuable bag reduces waster. A canvas tote is a smarter choice for Chicago.
18
http://www.visitchicago.com
TOURS & ATTRACTIONS
SHOPPING
MUSEUMS
THEATERS
DINING
NIGHTLIFE
TRANSPORTATION
SEARCH
ACCOMMODATIONS
TODAY’S WEATHER
78° 20% chance rain H: 84 L: 58 Humidity: 35% Wind: N/NE CALENDAR OF EVENTS
D7A7B
MILLENNIUM PARK >More Info >View Photos >Upcoming Events
THE CITY GUIDE The most comprehensive guide to the city of Chicago. Don’t leave home with out it, or else.
>Order Now
ADVERTISEMENTS Chicago at your fingertips. Go online to VisitChicago.com for the latest in news and events going on in the city. Find helpful information needed to plan a trip, from a comprehensive list of hotels and transporation options to the best things to do while here. Our City Guide is also a helpful resource for getting about the area. Stay connected with us.
Applications
MERCHANDISE & ADVERTISEMENTS