Download pdf - 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


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.

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Always use unjustified text (raged left)

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Avoid using justified text.

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Avoid adding drop shadows.

headerheaderHEADEr

hEAdERHEADERHeader

Typography

The icons can be used to d

ifferentiate category

offerings within Firehouse

. any additional icons

should be created using th

e same "painted" effect

with a new gradient combin

ation.

iconswith perso

nality

with personality Inspire.

Create. Innovate.

Start with basic line drawing

Overlapping transparent colors create watercolor effect.

Paint splatters help unify ou

r brand and

compliment the Firehouse lo

go. They

reinforce attributes of crea

tive, fun,

friendliness. Use any of the

paint splatters

in any combination of Fireho

use singles.

paint splatters

graphicsIllustrations s

hould be line drawings of

people or simple subject mat

ters. They

should use transparent "mut

ed" colors

which build and overlap slightl

y to create a

kind of "watercolor" effect.

Interspersing

illustrations supports our ov

erall brand

which inspires creative innov

ation.

illustrations

usageHow the logo a

nd brand elements are

applied through out Firehou

se marketing is

an important key to creating

our identity.

Some liberty and creative lice

nse may be

taken, however, it is advisted

to follow the

brand guide as much as possi

ble.

applying the brand

Incorporation of partner logos

Front and back of single fold 8 1/2/ x 5 1/2 brochure designed for easy in-house printing.

Good use of illustration

Photos help tell our story

Paint splatters create cohesion Secondary colors

help create interest

Use of Greyhound for sub-headers

The Great Thunder makes a good header

applying the brand

Inside of single fold 8 1/2/ x 5 1/2 brochure designed for easy in-house printing.

Minimum size for the logo helps keep the Firehouse name legible

Use of small photos create consistency with the front

Secondary and accent colors create visual interest and create cohesiona with the front and back Avenir makes good body copy

Continued use of The Great Thunder reinforces our brand

applying the brand

cont.

Business cards and fun merc

handise or give away

items help promote the Fire

house brand and engage

the community.

JENNYHAYESExecutive Director

[email protected]. 816-000-0000. www.kearneyfirehouse.org.

Creative and innoative single sided business cards.

The use of one gradient color fils the space on this card nicely

Creative play on logo design for name and title

Double sided business cards provide more space and create emphasis.

Appropriate use of the inverse logo

inspire. create. innovate.


Avenir font adds attractive, contemporary details

Correct use of periods after inspire. create. innovate.

Paint splatter helps create brand cohesion

Good use of the primary colors

[email protected]. 816-000-0000. www.kearneyfirehouse.org.

JENNY HAYESExecutive Director


insp

ire. c

reate. in

nova

te.


Inspire. Create. Innovate

Here is a fun idea for the front and back of a t-shirt which can be given to program participants

Bracelets can be made in corresponding colors to match the various programs.

Bumper stickers get the Firehouse name in the community. Aprons for painting and cooking.

applying the brand

cont.


106 s Jefferson | kearney, Mo 64060