BRANDING GUIDE 1
BRAND GUIDE FOR CHENEY PUBLIC WORKS ENEREGY CONSERVATION PROGRAM. PRESENTED BY MATTHEW SLAPE
2
MOOD Simple. Bold. Approachable. These were the words I kept in mind when designing the branding for the ECP. Finding that balance of catching the attention of the resident, but not intimidating them is a hurdle that was overcome in this process.
3
PRIMARY LOGO
4
ABSTRACT EAGLE + LEAF
BOLD TYPE
The meaning of the Eagle is to cater towards the community of Cheney. The meaning of the Leaf is to advacate for doing our part as a community to take care of the world, through the ECP.
The problem is people do not know about this program. This font choice and placement is made to stand out. We want the people of Cheney to know that this is an option to them.
COLORS The colors chosen for this brand have the purpose of evoking feelings of comfort (Baby Powder) , success (Cadet) , joy (Solid Gold), and professionalism (Big Blue).
Big Blue
Cadet
Baby Powder
Solid Gold
HEX 091013
HEX 50707D
HEX FFFFFA
HEX FFD600
RGB 9, 16, 9
RGB 80, 112, 125
RGB 255, 255, 250
RGB 225, 214, 0
HSB 198, 53, 7
HSB 197, 37, 49
HSB 60, 2, 100
HSB50, 100, 100
CMYK 52, 15, 0, 92
CMYK 36, 10, 0, 50
CMYK 0, 0, 1, 0
CMYK 0, 16, 100, 0
5
6
ICONOGRAPHY With sharp edges, simple shapes, and scalability, this icon has what it takes to be the new identifyer of the ECP. It is eye catching, and unique enough to not be confused with other logos used in Cheney.
7
SECONDARY LOGOS These are some alternative marks that can also be used to identify the ECP. There is a wordmark, an alteration of the icon, and a simplified mark + type logo.
Wordmark
8
2nd Icon
2nd Logo
FONTS
PRIMARY TYPE
FUTURA BOLD
ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 SECONDARY TYPE
AVENIR LIGHT OBLIQUE ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 9
MOCK UPS Poster
10
Inserts
Stickers
T-Shirt
11
12