BRAND IDENTITY GUIDELINES January 2019
LOGOS
| PRIMARY
LOGOS
| SECONDARY
123 W 43 NYC | THETOWNHALL.org
123 W 43 NYC | THETOWNHALL.org
LOGO
| CLEARANCE
Clearance In Practice:
LOGOS
| WRONG USES
DON’T squash the trademark. It must maintain its natural proportions in all uses.
DON’T use patterns, textures, effects, outlines, or off-brand colors on the trademark itself.
DON’T remove, resize, or relocate “THE”.
LOGO
| WRONG USES
DON’T use semi-transparent versions of the logo over photography in design. The trademark should always be solid white, or solid black. The logo block can float over photography as long as the contrast is sufficient to allow the trademark to remain fully readable.
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DON’T place logos over areas in photography that make them difficult to read. Where possible, the logo should always sit over areas that provide sufficient, even contrast.
TYPEFACES Gotham Gotham is The Town Hall’s primary typeface. It’s a clean,
| PRIMARY Gotham Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%
modern sans-serif typeface that works well for display copy, body
Gotham Medium
text, and everything between.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$% Gotham Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$% Gotham Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$% Gotham Ultra
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%
TYPEFACES Playfair Display Playfair Display can be used in situations where a serif font
| SECONDARY Playfair Display Regular
AB C DE FG H I J K L M NOPQR S T U V W XYZ a b c d e f g h ij klm nop qrs t u vw x yz 1 2 3 45 6 78 90 ! @ # $ %
is required, and serves as an acceptable match for the classic
Playfair Display Bold
typeface in the Hall’s trademark.
AB C DEFG H I JK L M NOPQR S TU VWX YZ a b c d efgh ij kl m nop qrs tuv w x y z 1 2 3 4 5 678 90 !@# $ % Playfair Display Black
AB C DE FG H IJ KL MNOPQR S T U V WX Y Z ab c d e f g h ij kl m n o p q r st uv wx y z 1 23 4 56 7 8 9 0 ! @ # $ %
Arial Arial is a famous, widelyavailable typeface. It is
Arial Regular
A B CDE F G HI J K L M NO P Q RS T UV WXYZ a b c d e f g h ijk lm n o p q r s t u v wx y z 1234567890!@#$%
acceptable to substitute Arial for Gotham only in specific
Arial Bold
situations, e.g., when a mailing
ABCDE F G HI J KL M NO P Q RS T UV WXYZ a b c d e f g h i j k l mn o p q r s t u v w x y z 1234567890!@#$%
house needs to match mail merge data to a communication.
COLOR PALETTE
| PRIMARY
The Town Hall’s primary brand color palette reflects the distinctive colors of the Hall itself.
TINTS & SHADES: Town Hall Red RGB: 164, 45, 47 CMYK: %0, %73, %71, %36 HEX: #a42d2f
Gold
Rich BLACK
RGB: 229, 198, 97 CMYK: %0, %14, %58, %10 HEX: #e5c661
RGB: 0, 0, 0 CMYK: %40, %30, %30, %100 HEX: #000000
SLATE RGB: 200, 183, 159 CMYK: %0, %9, %21, %22 HEX: #c8b79f
COLOR PALETTE
| SECONDARY
The Secondary Palette adds flexibility and is most often used to distinguish materials related to Education, Membership, and the Town Hall’s Young Patrons Circle.
Dark Violet RGB: 123, 45, 164 CMYK: %16, %47, %0, %36 HEX: #7B2DA4
Dark BLUE RGB: 9, 113, 178 CMYK: %66, %25, %0, %30 HEX: #0971B2
Dark GREEN RGB: 45, 164, 162 CMYK: %47, %0, %1, %36 HEX: #2da4a2