Chili Recreation Brand Book by Sam Watson

Brand Identity Guidelines

INTRODUCTION

These guidelines were created in 2015 with the goal of creating a more cohesive, distinct brand identity for the Chili Recreation Department. This style guide provides information to keep the presentation of Chili Recreation materials in a consistent way. Take a look, let’s get to know each other. We are a group of enthusiastic, light-hearted goof‑balls who focus on community and customer service. We always push personal interactions with the people who come to our camps, classes, and family events. Because of this, it’s important to remain professional, but there is always room for growth in what we do for the community.

Basic Elements

The Logo Clear Space Colors Typography

THE LOGO

Concept Because Chili Recreation presents such a rich learning opportunity through the classes, camps, and local events offered, the community has a chance to explore and create in a fun and exciting way, no matter what age. The new mark takes inspiration from mazes and magnifying glassesâ&#x20AC;&#x201D;things that are often associated with excitement and exploration. Use The logo should always appear in the formats shown here. It is designed for both print and web, and works well on both formats. Do not alter the logo from the correct representations or in proportion, sizing, spacing, or appearance. Slogan The slogan, Connect, Create, Community, should appear in all caps when presented with the logo. In text, each letter should be capitalized and separated by a comma. It should always appear in that order. 6

BASIC ELEMENTS

VERTICAL LOGO

HORIZONTAL LOGO

HORIZONTAL LOGO WITH SLOGAN

BLACK & WHITE

BASIC ELEMENTS

WHITE REVERSE

CLEAR SPACE

The clear space provides breathing room so our logo doesn’t get squished, cut off, or lost on a page with other information. It also ensures that it is presented consistently with other information. The amount of clear space needed is derivative from the capital “C” in Chili. This is the minimum amount of space needed around the logo.

BASIC ELEMENTS

COLORS LIGHT GREEN RGB: 139, 190, 92 CMYK: 60, 0, 90, 0 #8bbf5d Pantone 375

The green has been previously used in Chili Recreation materials, Chili Township website and flyers, and also ties in with the mascot Chili Rex. It is known to be uplifting.

WHITE RGB: 255, 255, 255 CMYK: 0, 0, 0, 0 #ffffff

White is often associated with peace, and will be used for text and the logo over dark colors.

DARK BLUE RGB: 0, 53, 123 CMYK: 100, 78, 28, 24 #00357a Pantone 295

The dark blue is an accent color, to add contrast to the green and white combination. Psychologically, it’s known as a trustworthy color.

BLUE/BLACK RGB: 20, 28, 43 CMYK: 92, 80, 55, 70 #00172c Pantone 655

The blue/black can be used in place of black, it isn’t as harsh. This makes the materials softer and more approachable. 11

TYPOGRAPHY

Proxima Nova is a typeface by Mark Simonson Studio. It is modern and geometric, and has a large family of 48 different fonts. This is useful for making any promotional materials for the company, there is a lot of variety in the family.

BASIC ELEMENTS

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 1234567890!@#$%^&*() -_=+[]{}\|/?<>,.;:’”

Proxima Nova Soft has rounded edges that make it more friendly and approachable.

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 1234567890!@#$%^&*() -_=+[]{}\|/?<>,.;:’”

Proxima Nova is in the same family as Proxima Nova Soft, but is easier to read on a screen. It is also better‑suited for corporate documents like letterheads and business cards.

Applications

Business Cards Stickers Letterhead Mailing Labels Outside Sign Shirts

BUSINESS CARDS

Michael C. Curley Parks and Recreation Director m.curley@chilirecreation.org (585) 889 - 4680

CONNECT CREATE COMMUNITY Chili Recreation Department 4400 BuďŹ&#x20AC;alo Road North Chili, NY 14514 chilirecreation.org

APPLICATIONS

Each employee at the Chili Recreation Department should have their own business card. The front of the card contains personal information, while the back of the card remains the same for each employee.

STICKERS

These can be given out at any family events, and kept on hand at the Chili Recreation Department. They are easy to put on notebooks and water bottles, but are also cost-effective to print.

LETTERHEAD

4400 Buffalo Rd North Chili, NY 14514 chilirecreation.org (585) 889-4680

APPLICATIONS

The green makes the letterhead more familyâ&#x20AC;&#x2018;friendly, but it remains professional with the full Chili Recreation logo written out.

Date 29, 2015 Samantha Watson School of Design 1 Lomb Memorial Drive Rochester, NY 14627

4400 Buffalo Rd North Chili, NY 14514 chilirecreation.org (585) 889-4680

This is an example of what the letterhead would look like with text in place.

Dear Samantha, Busanim aut evenis volenis sintem. Ipsum quame volo magnam del magnim con con pro dolupta tiost, cum essimil ictiatum et omnis etur? Tem quidit dolent autat asitiament eum voluptation nihilicim il ipsunt la quasser sperspis aborrum dem dipsam, arcimus. Osanditisi di de velitiaecum ea volessi conem ea debis am nam sam, voluptae idelent eos nonse porera simus explibusa quias dolorro repratur, explam, tem nulparum aliqui ab idundignis est quiant. Aximus numqui conserspe lam volor sundae que exersped mod escia aboriti onsequas suntio etur a sectaep udicillest haruntusdae apis earum quae pro officta tectotat ationseque et vel idis nissint modiosae pori aut evel ma velestotat. To doluptas mo escipsam veriassitate quae dolori te vel ex exceped quae. Od que natur? Mustios utempores quat peribusam, comnimus aut autatur, ut vellabo rendam voluptatem fugiti aligenda pro im con res sunt quaspel luptatem eatum et derciendipid ma venda sequamus, ulligendit eum etur mosa int estiam essitatio quia ium expere porpore ptatendit hil ipsaped que doluptatquo eius, conecumquam quam denimi, corrorempe naturiae pa sunto expersperis estiis ma ius, ad et magnate mposam, esed enem iur, qui to voluptatem sequibus, si aut lam que nimusdae invendia peritibus et plant. Best, (signature) Chili Recreation Department Parks and Recreation Director

MAILING LABELS CHILI RECREATION 4400 BUFFALO RD NORTH CHILI, NY 14514 These stickers are easy to print on a mailing label sticker sheet and costâ&#x20AC;&#x2018;effective. They are also professional, and keep letters in line with the brand guidelines.

APPLICATIONS

OUTSIDE SIGN

A sign would go on the fence outside the Recreation Center so that cars driving by can recognize Chili Recreation.

SHIRTS

T-Shirts are more casual and fun, making it a good option for kids attending camps and any volunteers that work at the Chili Recreation Department. With the colors, logo, and slogan, it is easy to find in a crowd and easy to recognize someone wearing one as a part of Chili Recreation.

APPLICATIONS

Polos are professional and can be worn by full-time employees. The logo is suitable to be embroidered on the left side. The dark blue still fits the aesthetic but is more polished than the green t-shirt.

Web Presence

Website Facebook Instagram

WEBSITE

There are many web platforms that allow complete control over the content and layout. Of course, different templates and sites have different pricing, but some good options to look into are Squarespace, Wordpress, and Weebly. Luckily, many of the templates they offer are responsive, and will work on phones, tablets, and computers.

WEB PRESENCE

This is based off of a Wordpress template. The domain name chilirecreation.org is available for purchase, and can include personalized emails for each employee. Sections that would be useful to include on the site are: a place where families can download any images that are taken at camps and events; an events page so that people can see what is happening and any lastminute information other than just on facebook; and easy access to sign-ups for classes and camps.

FACEBOOK

As far as social media is concerned, an update with the new logo is all that is necessary. Language and phrasing in posts should be kept lightâ&#x20AC;&#x2018;hearted and inclusive.

WEB PRESENCE

INSTAGRAM

Instagram just needs the updated logo as well. The pictures and language being used are all good!