York Road Partnership Branding Guide

RGB R=96, G=164, B=218 R=96, G=174, B=92 R=243, G=110, B=71

YORK ROAD PARTNERSHIP

BRANDING GUIDE

CMYK C=60, M=23, Y=0, K=0 C=61, M=0, Y=81, K=10 C=0, M=71, Y=77, K=0

Fonts Used Avenir Next Bold, Caps

Design Process First, I wanted to portray the York Road Partnership’s mission to work with the community and empower its citizens to create a better quality of life for themselves and their neighbors. Secondly, I wanted to portray diversity within the community. This design was actually a piggy back off my original idea; however, I decided to depict a partnership through the holding of hands, and empowerment through the climbing of the stairs.

Also, I chose the color blue to reflect productivity, green to reflect progress and sustainability, and orange to reflect positivity.

Lisa Potter

TABLE OF CONTENTS RATIONALE THE BRAND THE LOGO COLOR VARIANTS TYPOGRAPHY COLORS BUSINESS CARD LETTERHEAD POSTER SAMPLE MERCHANDISE WEBSITE

3 3 4 5 5 6 7 8 9 10 11

RATIONALE

Baltimore City/County Line

ABOUT York Road Partnership is membership network of 20+ neighborhoods and affiliates promoting the vitality of Baltimore City’s York Road community as a desirable urban environment in which to live, shop, work and worship. Join us. Free & Open to all.

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FOCUS AREA Within the borders of the city-county line to the north, 39th Street to the south, Charles Street to the west, and The Alameda to the east.

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MISSION To promote the vitality of Baltimore City’s York Road community as a desirable urban environment in which to live, shop, work and worship.

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THE BRAND The new look for the York Road Partnership will serve to reflect its values and mission, while also modernizing and simplifying its style for a more professional and aestheticcally pleasing feel.

THE BRAND The branding for the York Road Partnership was designed to stay relevant through time through simple designs and universally understood symbols and colors.

This document will serve to privde guidelines to preserve the York Road Partnership’s brand accross all various platforms and branding tools and ensure consistent use and representation of the organization through its style and design.

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It is important that the York Road Partnership brand is cohesive and consistent in order to build a visual connection with its audiences. A cohesive brand is more memorable and more credible due to its professional look and feel.

The branding will effectively represent the York Road Partnership’s misison, vision and values through easily understood and meaningful design concepts and images.

THE LOGO CMYK C=60, M=23, Y=0,K=0 RGB R=96, G=164, B=218

COLOR VARIANTS CMYK C=61, M=0, Y=81, K=10 RGB R=96, G=174, B=92

*GREYSCALE OPTIONS ONLY

YORK ROAD PARTNERSHIP

YORK ROAD PARTNERSHIP CMYK C=0, M=71, Y=77, K=0 RGB R=243, G=110, B=71

PLACEMENT The logo typically should have a white background to maintain a minimalist look; however, it can be placed on top of other colors and items. Nevertheless, if the logo is placed on another image or color, it must not be camoflauged by its background.

NOTE The text “York Road Partnership” does not have to appear on the logo 1) if the text appears elsewhere, or 2) if the logo is too small for the words to be legible.

YORK ROAD PARTNERSHIP

TYPOGRAPHY AVENIR NEXT The Avenir Next family is simple and modern. It is confident without being intimidating or imposing.

All titles must be in all capital letters and bolded; however, body text may be both upper and lower case.

The demi bold, demi bold italic, medium, medium italic, ultra light and ultra light italic may be used for decorative text only.

The font was designed by Adrian Frutiger and is currently used by LG for the font on its phone buttons, and by BBC2 for its logo.

Avenir Next Bold Avenir Next Bold Italic Avenir Next Demi Bold Avenir Next Demi Bold Italic Avenir Next Medium Avenir Next Medium Italic Avenir Next Regular Avenir Next Italic Avenir Next Ultra Light Avenir Next Ultra Light Italic

COLORS

BUSINESS CARD

#f26e47 CMYK C=0, M=71, Y=77, K=0 RGB R=243, G=110, B=71

#bbbdc0 CMYK C=0, M=0, Y=0, K=30 RGB R=188, G=190, B=192

#60ae5c CMYK C=61, M=0, Y=81, K=10 RGB R=96, G=174, B=92

#231f20 CMYK C=0, M=0, Y=0, K=64 RGB R=35, G=31, B=32

#5fa4d9 CMYK C=60, M=23, Y=0,K=0 RGB R=96, G=164, B=218

#231f20 CMYK C=0, M=0, Y=0, K=91 RGB R=35, G=31, B=32

#fff7a3 CMYK C=0, M=0, Y=45, K=0 RGB R=255, G=248, B=163

#231f20 CMYK C=0, M=0, Y=0, K=100 RGB R=35, G=31, B=32

#ffffff CMYK C=0, M=0, Y=0, K=0 RGB R=0, G=0, B=0

COLORS EXPLANATION I wanted to portray the York Road Partnership’s mission to work with the community and empower its citizens to create a btter quality of life for themselves adn their neightbors. Secondly, I wanted to portray diversity within the community. I chose the color blue to reflect productivity, green to reflect progress and sustainability and orange to reflect positivity.

The yellow is used only for the business card, because it is meant to mimick the dove mural outside the York Road Partnership’s headquarters near Loyola’s Public Safetuy Building. Additionally, the greys are to be used for greyscale options of all marketing and branding materials.

LETTERHEAD

NOTE Logo at 52% transparency

POSTER SAMPLE

MERCHANDISE

WEBSITE