Firehouse Brand Guide

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Complete brand guide for Firehouse Center for Creative Excellence.

Text of Firehouse Brand Guide

  • contents History

    Our Voice

    The Logo

    Color Palette

    Typefaces

    Icons

    Graphics

    Usage

  • historyof the firehouse

    Since the mid 1940s the downtown Kearney, MO Firehouse served as a municipal building housing the Fire Dept, Police Dept & City Hall. Today, it has been renovated into a mini community center that offers community enrichment classes and workshops for all ages with a focus on the creative arts.

    The renovated building includes a PC lab that offers computer literacy and access to our rural community and curriculum from Metropolitan Community College. It includes a Mac lab, creative classroom and fine art studio, offering instructors and curriculum from the Kansas City Art Institute.

    The Firehouse is the first in a series of renovations of Kearney buildings to transform our downtown into the Firehouse Arts & Cultural District. Other buildings are being repurposed into a variety of professional grade studios, including multimedia/photography, culinary kitchen, music/recording studio, artist-in-residence loft and a gallery event space and presentation hall. Another element of the Firehouse is an after school program bringing the youth into a professional environment to pursue an interest or spark a lifelong passion.

    The Firehouse building is the genesis of the downtown revitalization and an incubator for related programs. It is considered our creative teaching center.

  • The Firehouse logo may be used with or without the tagline in either color,

    black and white, or reversed out on dark backgrounds.

    inspire. create. innovate.

    Occasionally, as seen fit, the Inspire. Create. Innovate. version of the FIREHOUSE logo may be used in marketing materials.

    CENTER FOR CREATIVE EXCELLENCE

    Do not remove the gradient.

    Do not disproportinately scale the logo.

    Do not reposition the tagline when used next to the logo.

    Do not crop the logo.

    DO

    DONT

  • The Firehouse logo may be used with or without the tagline in either color, The Firehouse logo was de

    signed to

    represent a center full of

    burning

    creativity and should be rep

    roduced

    as specified in the brand gu

    ide.

    and its usagelogo

    The tagline may be used as a stand alone piece as long as it is completely separate from the logo.

    Inspire. Create. Innovate.The above words may be used throughout all Firehouse branding materials. Any Firehouse font maybe be used, however, each word must be followed by a period (.) When using Greyhound, a capital letter followed by lowercase is prefered. All three words my be the same color or, one word out of the 3 may be a different color. Avoid using three colors for the key words.

    Taglines

    CENTER FOR CREATIVE EXCELLENCE

    Our tagline, Center for Creative Excellence, and key words, Inspire. Create. Innovate. should follow certain guidelines which help create our barnd.

  • Clear spaCe In general, the logo should have space on all four sides roughly the width of the Ein FIREHOUSE.

    E E

    EE

    Tae aborit maio bea diat ipsam eniet, untis as sam re, ilitiis sinctum re, qui beationet quo et aut mi, quid qui omniet assequam, numquos

    Tae aborit maio bea diat ipsam eniet, untis as sam re, ilitiis sinctum re, qui beationet quo et aut mi, quid qui omniet assequam, numquos Tae aborit maio bea diat ipsam eniet, untis as sam re, ilitiis sinctum re, qui beationet quo et aut mi, quid qui omniet assequam, numquos

    When appropriate, it is okay to fill the space just below HOUSE or CENTER FOR CREATIVE EXCELLENCE with a photo or illustration as long as it does not have a background. The logo may also, on occasion be placed on top of a photo or illustration as long as the text in the logo is still readable. The logo should never touch or overlap text.

    The following specifications help keep the logo clean, clear and highy visable in Firehouse marketing matrials.

  • BaCkgrounds

    Use the reversed out logo when the background color value is between 70% and 100%.

    The logo and tagline must always have a good contrast with the background to ensure maximum impact.

    Only use the color logo when the background color value is between 0% and 60%. Preference should be given to a white background.

    Use the black and white logo when the background color value is between 0% and 60%.

    The wordmark FIREHOUSE should be no smaller than .75 horizontally from the bottom of the F to the top of the last E.

    MiniMuM sizeThe minimum size helps retain readability of the Firehouse logo.

  • color fun gradie

    nts

    Use the gradients to create

    icons and other

    graphics and, as appropriate,

    in collateral. Side

    bars and other bold, simple e

    lements would

    look good as gradients, howe

    ver, exercise

    precaution when combining g

    radient colors.

  • Use the single colors throug

    hout all brand

    materials.. The consistent us

    e of the single

    colors plays an important rol

    e in how we

    express our brand to our co

    mmunity and

    to our partner organization

    s.

    bold singles

    color

  • bold singles

  • Lenka is handwritten and friendly, crumpled up and a bit quirky,inspiring and unique.

    avenirDelivers more attractive, contemporary details.

    Innovative, it looks toward the future. By including a complete range of styles,

    12

    The Great Thunder isEXCITING and CREATIVE for shoRT, bold headings.It works well with

    Greyhound, a FUN san-serif font which can be used for longer headings and sub-headings

    weights from light to Black that are consistent in both style and quality,it is a dependable choice for text.

  • fontsGreyhoundabcdefghijklmnopqrstuvwxyzABCDEFGHI1234567890

    SHORT TITLES AND HEADINGS

    Call out Text

    Body Copy

    The Great Thunder is most attractive when used for simple bold headings in any of the Firehouse bold singles. The Great Thunder can be downloaded at: www.dafont.com/the-great-thunder.font

    + typography

    Our fonts and typographic

    system

    help unify the Firehouse b

    rand.

    LONG HEADINGS AND SUB-HEADINGS

    Use Avenir for any body copy. Avenir comes in a variety of weights so try and match the weight to the context of the text. Avenir adds a contemporary and professional feel to the Firehouse brand. Avenir can be downloaded at: http://www.myfonts.com/fonts/linotype/avenir/

    Avenir Book abcdefghijklmnopqrstuvwxyz ABCDEFGHI1234567890 avenir Medium abcdefghijklmnopqrstuvwxyz aBCdeFgHi1234567890Avenir Heavy abcdefghijklmnopqrstuvwxyz ABCDEFGHI1234567890Avenir Oblique abcdefghijklmnopqrstuvwxyz ABCDEFGHI1234567890

    The Great Thunderabcdefghijklmnopqrstuvwxyz AbCdEFGhI1234567890

    Lenka abcdefghijklmnopqrstuvwxyzaBCDeFGHI1234567890

    Use Greyhound for headings not appropriate for The Great Thunder, subheadings and other supplemental design elements. Greyhound can be downloaded at: http://www.fonts101.com/fonts/view/Standard/12834/Greyhound_DB

    Lenka adds a friendly, welcoming vibe to the Firehouse. Use wherever seen appropriate. Lenka can be downloaded at: http://www.dafont.com/lenka-stabilo.font

  • Corbel is a standard desktop font that we use in place of Avenir for all day-to-day business communications created in desktop programs such as Microsoft PowerPoint and Word. Corbel should also be used online and in emails for any live copy as well as for any new icons.

    Corbel Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHI1234567890 Avenir Heavy abcdefghijklmnopqrstuvwxyz ABCDEFGHI1234567890Corbel Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHI1234567890Corbel Bold Italic abcdefghijklmnopqrstuvwxyzABCDEFGHI1234567890

    desktop Typeface

    Note: This font is not to be used in print materials other than for icons.

  • Thoughtful use of typography will help make the Firehouse communications engaging and clear. The size, weight, color and layout of type will have a big impact on how well we communicate.Create impact.Highlight important words or key phrases to make our messages more powerful.Reverse words out of bright colors to create rhythm and pace.Call outs highlight important information and add visual interest to text-heavy layouts.Establish a clear hierarchy of information.Use fonts, type size, weight, color and placement to communicate information clearly.Allow a generous amount of open space.Place content to make the information understandable and clear.Create compelling headers.Headers created using The Great Thunder should be all lowercase.Greyhound headers can be a all lowercase or have the first letter capitalized but never all caps.

    Avenir and Corbel headers should be all caps sed only used when necessary.

    Expliqua speditatem inctior iaspis mo il ma sectibus, ullupta sintia qui core num enia dus ad untiur sedis eum iunt. Qui untet illest, volorpos audam ex essit, quassum reperem veligeniame porum quid magnatibus sunt aut as

    Always use unjustified text (raged left)

    Expliqua speditatem inctior iaspis mo il ma sectibus, ullupta sintia qui core num enia dus ad untiur sedis eum iunt. Qui untet illest, volorpos audam ex essit, quassum reperem veligeniame porum quid magnatibus

    Avoid using justified text.

    Expliqua speditatem inctior iaspis mo il ma sectibus, ullupta sintia qui core num enia dus ad untiur sedis eum iunt. Qui untet illest, volorpos audam ex essit, quassum reperem veligeniame porum quid magnatibus sunt aut as

    Avoid adding drop shadows.

    headerheaderHEADEr

    hEAdERHEADERHeader

    Typography

  • The icons can be used to d