detroit branding by Kwi-Im Enright

D T OiT

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D T OiT welcome to a city of scrappers, dreamers, and believers

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January 12, 1959 - Berry Gordy, Jr. borrowed $800 from his familyâ&#x20AC;&#x2122;s loan fund, quit his $85/week upholsterry trimmerâ&#x20AC;&#x2122;s job at Lincoln-Mercury assembly line to start the Motown label.

04 | berry gordy

05 | berry gordy

Introduction

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A City Built on Visionaries Detroit is the largest city in the U.S. state of

city’s two familiar nicknames, The Motor City and

Michigan and the seat of Wayne County. Detroit

Motown. Other nicknames emerged in the twentieth

is a major port city on the Detroit River, in the

century, including Rock City (after the Kiss song

Midwest region of the United States. Located north

“Detroit Rock City”), Arsenal of Democracy (during

of Windsor, Ontario, Detroit is the only major. U.S.

World War II), The D, D-Town, Hockeytown (a phrase

city that looks south to Canada. It was founded

officially owned by the city’s NHL club, the Red

on July 24, 1701 by the Frenchman Antoine de la

Wings), and The 3-1-3 (its telephone area code).

Mothe Cadillac. Known as the world’s traditional

The Detroit-Windsor area, a critical commercial

automotive center, “Detroit” is a metonym for the

link straddling the Canada-U.S. border, has a total

American automobile industry and an important

population of about 5,700,000.

source of popular music legacies celebrated by the

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BRand platform

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mission / values / personality / tone-of-voice

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Brand Mission To present Detroit as a viable city of the future, as a place that anyone with a dream and creativity and a belief in oneself can make into anything that they want. While pushing Detroit as a progressive city, the brand will also pay homage to its rich history of music, the auto industry, and the pride of its residents. Detroit needs to be seen as a city that was created by visionaries, and will continue to be pushed forward by people who share those same traits.

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Brand Values Detroit is a city of great pride. People who are born and raised in Detroit, will always have the city imprinted in their hearts. Itâ&#x20AC;&#x2122;s a city built on creativity and hard work.

12 | brand values

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Brand Personality

p oud visiona y cultu al

auth ntic 14 | brand personality

Brand Tone of Voice

positiv

bold futu istic

15 | brand tone of voice

Basic elements

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signature / color / typefaces / photographic styles

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D T OiT

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Signature Detroit is a city built on the auto industry and has a strong architectural and forceful base. The type of Detroit reflects this sturdy and dynamic base.

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Pantone 032 Pantone 021 Pantone Black

Pantone Black

D T OiT D T OiT D T OiT 110 | signature

Minimum Clear Space

D T OiT T

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1.5”

D T OiT

1”

D T OiT

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0.5”

D T OiT

Sizing The mark has a minimum size requirement to maintain easy recognition. It should never be used smaller than .5 inches between the width of the “D.” Its recommended minimum size is one inch between the width o the “D” for print and 1.5 inches for the web.

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Color: The Visionary Spectrum The colors of Detroit must be strong and forceful, to coincide with the message of vision and positivity.

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// primary palette Pantone 032 Pantone 021 Pantone Black Steel Gradient Pantone Black

// secondary palette Steel Gradient Pantone 291 Pantone 3252 Pantone 339 Pantone 360 Pantone 253

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// vibrant palette Pantone 032 Steel Gradient Pantone 101

Pantone 205

// friendly palette Pantone 291 Pantone 339 Pantone 101

Pantone 360

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Color Combinations

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Primary Typeface Detroit is a city that can always envision things no other city can see, from the auto industry, to Motown, to the new music renaissance of electro and garage rock, it is a city of scrappers and believers and visionaries who are always moving forward.

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Vi / primary typeface

Didot

function: headlines, body-copy, sub-heads, numbering systems

A B C D E F g O P Q R S T U a b c d e f g h p q r s t u v w 1234567890

h V i x

i j k M N W X Y Z j k l m n o y z

Vi / primary typeface

Avenir

function: headlines, body-copy, sub-heads, numbering systems

A B C D E F g h i j k M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1234567890

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Secondary Typefaces

vi / display typeface

gst knt

function: basis of logo, headlines, design graphic

A B C D E F g h i j k M N O P Q R S T U V W X Y Z 1234567890

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vi / secondary typeface

vectrex

function: headlines, sub-heads, modified logo-type

A B C D E F g h i j k M N O P Q R S T U V W X Y Z 1234567890

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graphics and Texture The graphics and texture represent Detroitâ&#x20AC;&#x2122;s visionary past, while looking to a promising color spectrum of the future. The â&#x20AC;&#x153;visionary eyeâ&#x20AC;? is a graphical representation of this concept, as is the color spectrum graphic. The idea of visionary movement is based on Detroit landmarks that represent speed and movement, such as the Detroit people mover and the DetroitWindsor tunnel. The distressed texture adds an authentic and grounded organic quality to the graphics.

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/ visionary movement

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/ Technological

/ Visionary Eye

/ Constant Movement

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ent)l

DETROIT IS A CITY THAT IS ALWAYS MOVING FORWARD. / Solid Foundation IT WAS BUILT BY

/ technology // positive movement

positive movement

// steel texture

architectural type (detroitâ&#x20AC;&#x2122;s strong foundation)

DETROiT iS A CiTY ThAT iS ALWAYS MOViNg FORWARD. iT WAS BUiLT BY authentic / Order and Certainty (steel/metal)

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/ Architectural Type

visionary

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Henry Ford, Automotive Visionary Henry Ford (July 30, 1863 â&#x20AC;&#x201C; April 7, 1947) was the American founder of the Ford Motor Company and father of modern assembly lines used in mass production.

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photography

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mission / values / personality / tone-of-voice

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t h e p h oto g r a p hs should r e p r es e n t t h e rich history and st r o n g f u tu r e of d e tr oi t w ith po s i t i v e an d d own - toeart h s ce n es an d people .

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pro u d

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T h e f u t u r e p ossibilities of d e t r oi t a r e endless, from sta rt i n g n e w business, to a wo r l d - r ec o g nized music scene, a n d a b u d di n g urban garden mov e m e n t o f i ts r esi d e n ts.

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org an ic

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a rt is M a gic a nd has the power to t r a n s fo r m and rearrange t ho u g h ts a n d pe r ce ption s

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vision ar y

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D et r oi t h a s s o much going o n fo r yo u n g people, from s po rts e v e n ts to nightlife to arts a n d l i v e m u sic.

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fun

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Tyree Guyton: The Heidelberg Project Tyree Guyton created an art installation in Detroit that has become world-famous and has become one of the main attractions of Detroit to people around the world. He used found materials and paintings to create an evocative and unforgettable political and social statement about Detroit.

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Applications

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print-based/screen-based/vehicles/environmental

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D T OIT visionary city D e t r o i t ,

M I

4 2 0 1

3 1 3 . 2 4 2 . 4 5 7 7

detroit is a city that is like no

the detroit is a city that

D e t r o i t , M I 4 2 0 1 3 1 3 . 2 4 2 . 4 5 7 7 visionary city

is like no

3 1 3 . 2 4 2 . 4 5 7 7

soulfulindustrial

other. from motown to the automo tive reidence, detroit is about V I S I O N A R Y

making thedetroit is a city that is like no other. from motown to the automo tive reidence, detroit is about

making the detroit is a city that C I T Y

is like noother. from motown to the automo tive reidence, detroit is about making the

visionary city

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visionary city

M I

heart

D e t r o i t ,

visionary city

making T OIT D DETROIT

DETROIT PRIDE

tive reidence, detroit is about

Growth

Vision

other. from motown to the automo

industrial

detroit

detroit is a city of heart and grit andvisionary hard work. city It is a city of scrappers, dreamers and visionaries.

pride Growth visionary city

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D T OIT visionary city D e t r o i t ,

M I

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3 1 3 . 2 4 2 . 4 5 7 7

// stat

Stationary Suite: Option One This set emphasizes the dynamic and powerful voice of the Detroit brand.

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D T OIT D e t r o i t ,

M I

4 2 0 1

3 1 3 . 2 4 2 . 4 5 7 7

D D T OIT

V I S I O N A R Y

D e t r o i t ,

M I

3 1 3 . 2 4 2 . 4 5 7 7

C I T Y

4 2 0 1

D T OIT

D T OIT visionary city D e t r o i t ,

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M I

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3 1 3 . 2 4 2 . 4 5 7 7

Stationary Suite: Option Two This set explores another take on the visionary concept, simplifying the system even more, to make it more user-friendly.

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D T OIT Login

visit

festivals

shows

jobs

accommodations

sun 01

create a profile >> start a business

maps and guides

resident life

history

calender 01 02 03 04 05 06 07 08 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 take a peek at Detroit >>

the visionary city festivals The people of Detroit are dreamers, and were able to create wonderful ideas, businesses, and culture through force of will and depth of personality. That determination, pride, and creativity needs to be showcased. Under Governor Jennifer Granholm, Detroit also has a new determination to be green: there is a growing urban farming movement, and a dedication to

notable

start a business

explore

maps and guides

Whether you want to have fun at a casino, check out a sporting event or sample the regional worldreknowned music scene, Detroit has everything for everyone. There’s also a strong, homegrown art scene and a variety of free and fun festivals during the summer that everyone will enjoy.

resident life history

recommended

If you haven’t thought about visiting Detroit, maybe it’s time to take advantage on this amazing city. It’s a city brimming with hidden treasures and great people at affordable prices. If you want to go on an adventure with an eclectic variety of activities to choose from then detroit’s definitely the place to start. Known as the world's traditional automotive center, "Detroit" is a metonym for the American automobile industry and an important source of popular music legacies celebrated by the city's two familiar nicknames, The Motor City and Motown. Other nicknames emerged in the twentieth century.

visit

festivals

Motown Museum Learn more

send E-mail

Detroit Institute of Arts Learn more

send E-mail

Detroit Tigers Learn more

send E-mail

C-Pop Art Gallery

shows

jobs

Learn more

send E-mail

accomodations

C-Pop Art Gallery

D T OIT

visit

festivals

shows

jobs

accomodations

create a profile >> start a business

maps and guides

resident life

history

detroit science center

c-pop art gallery tyree guyton

festivals The people of Detroit are dreamers, and were able to create wonderful ideas, businesses, and culture through force of will and depth of personality. That determination, pride, and creativity needs to be showcased. Under Governor Jennifer Granholm, Detroit also has a new determination to be green: there is a growing urban farming movement, and a dedication to

Login create a profile Login start aabusiness create profile maps and guides start a business resident life maps and guides history life resident history

explore

visit

d d C-pop art gallery

detroit institute of arts detroit art institute

festivals

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shows

4th street fair

jobs

accomodations

send E-mail

Web Presence Using the brand elements to showcase Detroitâ&#x20AC;&#x2122;s strong and infectious personality, screen-based applications can be used to draw the viewer into the spirit and personality of Detroit.

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Blog Option Detroit is a city that â&#x20AC;&#x153;insidersâ&#x20AC;? know where to go for the best time and most interesting experiences. Detroit Explorer caters to those people who are searching for a little extra adventure in Detroit.

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about

D T OIT

channels

gallery

contact

for the urban explorer

what’s up tyree guyton

Detroit’s Eastern Market is always home to the some of the craziest, most ethereal party experiences DEMF has to offer. It could be the post apocalyptic glory of the district or the large warehouses that are perfect places for drunk, young people to get together and celebrate the music of Detroit. Keep a lookout for Milieu, Jimmy Edgars, and other DJ’s that are the cream of the crop of Detroit’s electronic music scene. The loft in Greektown is also home to some blowout parties. Some parties are free-of-charge, some have a cover fee. Either way, most of these parties are accessible to just about anyone. more... 5 comments

About Detroit Explorer is for those who aren’t just satisfied with living in the city, but want to take part in all cultural “insider” elements of the city. Detroit is most fun for those who know what’s really going on underneath the surface. Log-In

Password

July 05, 2016 | Illest Detroit Albums

recent ::Movement DEMF Afterparties:: ::Illest Detroit Albums:: ::Cass Cafe Poetry Reading:: ::MOCAD Exhibition:: ::4th Street Fair:: ::Ghostly International After-Party:: ::Trumbell Plex Short Movies::

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rebirth D D sign in | register

D T OIT

the business of detroit Start your new business in the visionary city local business

the business of detroit

how to get started

job search

discusssion boards

Start local your new business in the visionary city business

how to get

Highlighting the business of Detroit coney island: the famous coney dog

Highlighting the business o

gran torino: a film industry in detroit

discussion boards Starting New Business What are the best rental spaces?

Breaking into the casino business Do I need previous experience to be a dealer?

Food and Hospitality What are the best hotels to work in?

Advertising Agencies How many big advertising agencies ar ein Detroit?

urban gardening: labors of love

Local Art and Music Scene

eastern market: bustling and alive

I want to work at a local bar.

University Jobs How many teachers does WSU employ?

Racism in the Workplace How diverse is Detroitâ&#x20AC;&#x2122;s workforce?

Minority Owned Businesses Latinos and Greeks own many restaurants in Detroit.

Film Opportunities After Gran Torino how many other films will use Detroit as their locale?

D sign in | register sign in | register

D T OIT the business of detroit

discusssion boards

a film industry in detroit

ket: bustling and alive

Start local your new business in the visionary city business

how to get started

job search

discusssion boards

Highlighting the business of Detroit discussion boards Starting New Business What are the best rental spaces?

Breaking into the casino business Do I need previous experience to be a dealer?

Food and Hospitality What are the best hotels to work in?

Advertising Agencies How many big advertising agencies ar ein Detroit?

Local Art and Music Scene I want to work at a local bar.

University Jobs How many teachers does WSU employ?

Racism in the Workplace How diverse is Detroitâ&#x20AC;&#x2122;s workforce?

Minority Owned Businesses Latinos and Greeks own many restaurants in Detroit.

Film Opportunities After Gran Torino how many other films will use Detroit as their locale?

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Detroit Business The Detroit Business web portal is for the average person who is interested in the business and job opportunities in Detroit. It is clean and user-friendly and highlights the latest ventures of Detroit, such as the filming of Gran Torino and the long-term success of the Coney Island restaurant chain.

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Tourism The promotion of business and commerce is vital to Detroit, and this is an example of a set of brochures that highlight specific places of interest for tourists or people curious about Detroit.

detroit

greektown

institute

and

mgm

arts

the soul and the fury: diego riveraâ&#x20AC;&#x2122;s mural

D T OiT

casinos

gambling, food, music, and fun

D T OiT

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detroit

heidelberg

auto

project

show

controversial

2016

innovation from around the world

D T OiT

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evocative

Tyree Guytonâ&#x20AC;&#x2122;s Guerilla Art

D T OiT

Business Collateral The promotion of business and commerce is vital to Detroit, and this is an example of Detroit materials and a brochure encased in a metallic material to promote the business and visionary spirit of Detroit. VISIONARY CITY

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START YOUR FUTURE NOW.

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that will take you where Visionary City Detroit, MI 4201 313.242.4577

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take advantage of

excellence

cheap rent, an

rebirth

untapped market and

D e t r o i t ,

START YOUR FUTURE NOW.

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for new and exciting ventures to start. entrepreneurs tell their story.

t is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here,

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vis ion ary cit y

visiona ry city

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D T OIT

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Banners and Promotion Detroitâ&#x20AC;&#x2122;s energy and spirit will be promoted through a set of banners placed strategically around the city to boost spirit and morale.

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MOVEMENT

MOVEMENT 110 | signature

M U S I C F E S T I VA L

visionary city

DEMF

M U S I C F E S T I VA L

visionary city

DEMF

OiT D T

highlighted, using a lighter, yet still vibrant, color palette.

MOVEMENT

Specific events like the Fourth Street Fair will also be

MOVEMENT

Banners and Promotion

M U S I C F E S T I VA L

DEMF DEMF M U S I C F E S T I VA L

visionary city

M U S I C F E S T I VA L

DEMF

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D T OiT

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D T OIT

V I S I O N A R Y

V I S I O N A R Y V I S I O N A R Y

D T OIT

C I T Y

D T OIT D T OIT

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Apparel and Promotions Festivals are a big part of the Detroit experience, from the world-famous DEMF (Detroit Electronic Music Festival), to the Festival of Arts, Montreaux Jazz Festival, and Taste Fest, t-shirts, bags, and apparel can be sold under the Detroit brand in a positive and uplifting spectrum.

D T OIT

V I S I O N A R Y

V I S I O N A R Y V I S I O N A R Y

D T OIT

C I T Y

D T OIT D T OIT

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MO DE

M E V RO

T N E

MU NIC

SIC

L P T R HA

O TR

T EC

S FE

TIV

A Z A

constant movement

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MOVEMENT

Movement: Detroit Electronic Music Festival MOVEMENT

DEMF is Detroitâ&#x20AC;&#x2122;s biggest festival, attracting people from around the world. The promotion of DEMF can be an extension of the Detroit brand, unifying the city in spirit.

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M U S I C F E S T I VA L

DEMF

M U S I C F E S T I VA L

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Movement: Detroit Electronic Music Festival Billboards along major highways like I-75 and I-94 are eye-catching and memorable for to help promote the festival.

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m ov e m e n t paxahau hart plaza | ma y

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P v e m Oi tak AX ing A e T ov n er HA yo U t ur h ea

D T OIT

detroit

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mu ic fe st iv al De tr oi t el ec tr on ic

D T OiT

D T OiT D T OIT

DEMF

Movement: Apparel and Collateral T-shirts, water, and tags specific to DEMF while referencing the Detroit branding will unify the brand and promote commerce.

move offic ial m erc

ment

hand ise s tore

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D T OIT D T OIT

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Transportation City vehicles should translate the Detroit brand. In street transportation, the energy and spirit that the city embodies must be established.

D T OIT

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d woodward

belle aisle

windsor tunnel

D T OIT

p Parking for Woodward Ave

monthly parking passes available

D T OIT

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windsor tunnel

D T OIT

WELC

Wayfinding System The signage is differentiated by the distinct colors of Detroit, livening up urban streets and landscapes.

800-VISIT-thaD

woodward

belle aisle

windsor tunnel

D T OIT

windsor tunnel

D T OIT

WELCOME TO

D T OIT visionary city

d belle aisle

windsor tunnel

D T OIT

detroit

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SMART

BUS STATION

B T AR N SMSTATIO

BUS SMART

BUS STATION

SMART

BUS STATION

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SMART

SMA

SMART

T AR N SMSTATIO

Rebranding Smart Bus

BUS

BUS STATION

The Smart Bus system is the main means of transportion for many Detroit residents. By rebranding the system to fit in with the Detroit brand injects new life into a city mainstay, and the colors of Detroit make it stand out and easily recognizable for residents and visitors.

SMART

BUS STATION

SMART

BUS STATION

SMART

BUS STATION

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SMART

BUS STATION