Brand Guide
Table of Contents
3 6 7
Brand Story
Target Audience Outline
Brand Personality
8 8 9 9 9 9
10
Visual Assets
Voice & Tone Values Identity Tagline Mission Statement Tone Sample
11 Logo
14 15 16 17
Media Assets
18
Typography Color Palette Textures Imagery
19 Pole Banners
20 21 22 17
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References
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8 Brand Characteristics
Signage Magnets Watercolor Book Imagery
Brand Story
Brand Story The Berne District is an area that locals come to regularly and visitors look forward to visiting. Comparably it is the chosen area because it hosts a diverse blend of businesses that preserve time-honored architecture but have unique purposes. The Berne District is an under-appreciated part of history. Although it is located in the center of the city it is often forgotten because the surrounding areas have popular attractions. Creativity is seen throughout the district. Sidewalk chalk art is scattered throughout the area as a welcoming creative gesture to entice travelers to visit the shoppes. The architecture is mostly colonial in design and is encouraged to maintain its integrity, including keeping the original facade. However, artists will also be invited to create on the side walls of the buildings. These will be scenes that are also done with chalk. Visitors will be encouraged to take photos of themselves with the different designs. This type of interaction is only in the Berne District differentiating them from it’s competitors. The Berne District will reflect an upbeat identity with characteristics that are positive, encouraging, cheery, and optimistic that reflect its artistic and creative personality.
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Target AudienceOutline
Age : 25 - 40 Gender : Male & Female Lifestyle : Young Working Families Location : New Bern, NC
Brand Personality
Brand Personality Characteristics
Positive
Encouraging
Cheery
Optimistic 8
Voice & Tone
Description
Do
Be uplifting. Emphasize what is good.
Don’t
We want to inspire.
Description
Do
Be supportive. Provide emotional support.
Don’t
We want to encourage people to share their creativity.
Description
Do
Be lively. Be happy. Be inviting.
Don’t
We are happy and high-spirited.
Description
Do
Don’t
We are hopeful.
Be hopeful.
Be firm. Be over direct.
Don’t push the issue.
Be sprightly. Be over exuberant. Be over zealous.
Be buoyant.
Identity The Berne District will reflect an upbeat identity with characteristics that are positive, encouraging, cheery, and optimistic that reflect its artistic and creative personality.
Tagline The Art and Soul of New Bern
Mission Statement
Our mission is to embrace creativity. To inspire artists. To bring the hidden talents to the surface.
Tone Sample
Discover all the fun things to do in the Berne District! We encourage you to paint until your heart’s content. From performing arts and street dancers to coffee and cafes, there’s something for everyone to enjoy in this upbeat creative New Bern district.
Visual Assets
Logo
The logo for the Berne District exemplifies an upbeat tone with the characteristics of creativity, positivity, optimistic and encouraging. Built with the creativity of the area in mind, an abstract paint splatter with drops of paint was used that gives the design a feeling of movement and energy. The splatter helps balance the elements so that it can stand alone or with a wordmark. Within the splatter, a microphone, paintbrush, and fork give the logo its uniqueness. A paintbrush will speak for the creativity that is abundant in the district. To represent the soul of the area a microphone was used. Then a fork will be displayed to serve as the cuisine that is available. These three elements represent the performing arts, artists and cafes in the area. Incorporating the microphone and paintbrush shows that the area is proud of its creativity and emanates the art and soul of the district that will stand out amongst others. As Airey stated, “A distinctive logo is one that can be easily separated from the competition� (Airey, 2015). This logo aims to stand out amongst competitors for years to come by being significant, and memorable, with longevity in mind.
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Primary Logo Primary Logo : Multi-colored the logo should be placed on a solid background.
Primary Logo : As a solid color the logo can be placed on a solid or textured background. While using the solid logo, contrast should be considered to provide a cohesive attractive outcome. White and black are also good alternatives.
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Logo Variations Use like this :
Do not use like this : These color variations are less pleasing on the eye.
Do not distort the logo because it will take away from the integrity of the design.
Do not use a background that is not contrasting.
Do not distort the logo because it will take away from the integrity of the design.
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Typography Header Font
Sweet Hipster Sub-Head
The header font will be modified to help balance the text for the logo and make it readable.
To evade commonly used fonts the headPlantagenet Cherokee The Art & Soul of New Bern. er font Sweet Hipster was chosen with the The sub-head font will be used with the head font for the primary logo. painter in mind. The natural flow if the font Body Copy is welcoming and creative. Johnson states, “After you’ve chosen a primary typeface, the Petita Medium next step is to choose The Berne District will reflect an upbeat identity with characteristics that another font that will accent it” (Johnson, are positive, encouraging, cheery, and optimistic that reflect its artistic and 2018). The subhead, Plantagenet Cherokee creative personality. and body copy, Petita Medium were both The body copy font chosen was chosen to balchosen to balance with the header font. ance with the header and sub-head fonts.
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CMYK 85.85.30.17 RGB 65.60.108
CMYK 80.57.5.0 RGB 67.110.174
CMYK 77.37.43.8 RGB 64.126.133
CMYK 7.62.89.0 RGB 228.124.58
CMYK 29.92.24.1 RGB 181.56.122
The chosen palette will consist of rich shades of color so that people can connect with the area. Having a variety of colors will show the different personalities and ambitions of the local artists. Purple represents the ambition that the area resonates. As Bourne explains, “The color purple is often associated with royalty, nobility, luxury, power, and ambition” (Bourne, 2011). Thought of as loyal, different shades of blue will be used representing the support that is seen in the area. As Gross explains, “Blue is the most universally preferred color, perhaps for its very versatile qualities” (Gross, 2019). Orange will be included to represent the creativity of the locals. Ferreira suggests that, “In color psychology, orange represents creativity, adventure, enthusiasm, success, and balance” (Ferreira, 2019). The fuchsia was chosen to show that the locals in the area are laid back and welcoming. Bear claims that, “Fuchsia invokes female charm and projects casual, light-heartedness” (Bear, 2019). With all of these colors as a combination, it will make the area memorable to locals and visitors.
Color Palette
Textures
As stated by MacEvoy, “The essence of any brushstroke is that it is a distinct visual area and physical gesture unified by color and texture� (MacEvoy, 2015). The brush stroke can give a visual representation of the happiness and painters in the area. By partnering textures and colors with other elements of the design they will capture the eye of the audience.
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Correct Uses : Use candid photography that includes the different activities available in the district.
Incorrect Uses : Do not use studio portraits or staged photography with overused photoshop.
Imagery
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Media Assets
Pole Banners To welcome visitors as well as guide them Pole Banners have been designed to mark the area known as the Berne District. The region has never had any specific identifiers. The banners are intended to mark the location as well as be a guide for visitors. Using pole banners will give a clear direction that they are in an area that provides art, creativity, performing arts and dining. The pole banners will include scattered paint splatters done in the brands color palette will communicate the creativity and energy that the area exemplifies.The design will coincide with the signage to form a cohesive brand. Using pole banners is also a cost-effective way to promote the area. As Foam Core Print described, “Using this type of method to promote your business does not require a significant investment, in fact, it’s usually one of the most low-cost ways to advertise your business� (Foam Core Print, 2016).
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Signage Signage has been designed that will be placed at major entrances to the Berne District. By placing the signage at major entrances it will draw the much-needed attention that the area desires. The signage will be representative of the upbeat, energetic personality that the area wishes to communicate. The designs will show the different things available to people such as dining, performing arts and galleries. The sidewalk easel signs add character and style to the area while being practical. Keefer stated, “You only pay for the sign once, yet it continues to advertise for you each time you display it” (Keefer, 2019). Additionally, the images will give people passing by an idea of what they can expect in the location. As Keefer explains, “Use your sidewalk sign to tell people what they will find if they come inside” (Keefer, 2019). Placing them at the major entrances will give them the visibility that they need continuously. Making them a cost-effective way to represent the area.
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Magnets
To help promote the area magnets have been designed. These will be an essential way to get the location promoted. They will be given out by local businesses as a souvenir for visiting. These will instantly engage and connect the viewer with the location. As Darwin explains, “Your gift of promotional items to the customers helps them in remembering and recognizing your business” (Darwin, 2017). Placed on vehicles the magnets will be a continuous way to get free advertising. Darwin stated that “This means that one-time distribution of the gift items are good enough to engage customers with your brand for months” (Darwin, 2017). When someone sees the magnet they will know that the Berne District is where there is art, creativity, performing arts and dining. With little out of pocket costs the magnets will be an effective advertisement. As CMagnet declares, “Designed to last long, custom magnets involve only one-time expense” (CMagnet, 2016). Keeping the brand message intact the design will be in the chosen color palette for the area. They will communicate the same creativity and energy that the pole banners will do for the area.
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Watercolor Book
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90s style watercolor books will be created that will have different cartoon style designs of scenarios of the Berne District. There will be a family dining at a cafe. A ballerina will be dancing her way across a page. Then a group of children will be playing on a playground along with other things that will be seen within the area. The book will have pages that will only need a bit of water to bring out the color. This type of coloring book requires no crayons which will bring down the cost. In the back of the book will be tear off tabs that can be dipped into water and utilized as a way to paint the book. Crafters and Mothers stated, “It’s easy, mess free and fun” (Crafters and Mothers, 2019). This will be a fun mess free activity for everyone.
References Reference: Airey, D. (2014). Logo Design Love, Annotated and Expanded Edition, Second Edition Retrieved from: http://ce.safaribooksonline.com/book/branding/9780133812589 Bear, J. (2019). What Color is Fushia? [Article] Retrieved from: https://www.lifewire.com/what-color-is-fuchsia-1077387 Bourn, J. (2011). Color Meaning: Meaning of The Color Purple. [Article] Retrieved from: https://www.bourncreative.com/meaning-of-the-color-purple/ CMagnets. (2016). Key Benefits Of Car Magnets That Make It A Perfect Marketing Tool. [Article] Retrieved from: https://www.custommagnetsdirect.com/blog/magnetic-car-signs/key-benefitsof-car-magnets-that-make-it-a-perfect-marketing-tool/ Crafters and Mothers. (2019). DIY Paint with Water Coloring Book. [Article] Retrieved from: https://www.instructables.com/id/DIY-Paint-With-Water-Coloring-Book/ Darwin, C. (2017). 5 Reasons Why Promotional Products Are Crucial for Any Business. [Article] Retrieved from: https://www.designhill.com/design-blog/reasons-why-promotional-productsare-crucial-for-any-business/ Ferreira, N. (2019). Color Psychology: How Color Meanings Affect Your Brand. [Article] Retrieved from: https://www.oberlo.com/blog/color-psychology-color-meanings Foam Core Print. (2016). The 411 on Pole banners and their use today. [Article] Retrieved from: https://www.foamcoreprint.com/blog/the-411-on-pole-banners-and-their-use-today/ Gross, R. (2019). Color meaning and symbolism: How to use the power of color in your branding. [Article] Retrieved from: https://www.canva.com/learn/color-meanings-symbol ism/?v=2&utm_expid=.LWmbY782QqqV_OkhLe5wQQ.2&utm_referrer=https%3A%2F%2Fwww.google.com%2F Johnson, J. (2018). 8 Rules for Creating Effective Typography. [Article] Retrieved from: https://designshack.net/articles/graphics/8-rules-for-creating-effective-typography/ Keefer, A. (2019). Benefits of Sidewalk Signs. [Article] Retrieved from: https://smallbusiness.chron.com/benefits-sidewalk-signs-39316.html MacEvoy, B. (2015) The Brush and Brushstrokes. [Article] Retrieved from: https://www.handprint.com/HP/WCL/tech18.html
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Brand Guide