GERMAN VILLAGE SOCIETY Brand Guidelines
INTRODUCTION Our neighborhood is a vibrant place to live, work, shop, and play. Our sense of character is built on a foundation of community. We see richness — in our history, our tradition, and our social interaction. We see new generations enjoying our own brand of urban living, created more than 50 years ago by previous generations of trailblazers. Our way of life is special because the way we live is unique. You feel it when you cross through the Third Street gateway, shop in our one-of-a-kind stores, indulge in our destination restaurants, explore our parks, marvel at our gardens. Millions of individual bricks were placed on top of one another to form this village we call our home. We care about our neighbors. And we’re proud of what we’ve built. That’s why each year we invite thousands to share our passion by experiencing This brand guidelines document is intended to help us create clear our homes and our gardens. We’re an interesting and compelling communications. mix of personalities, and we always have been. There is some flexibility to our We’re fun and we like to laugh. brand, in a nod to our vibrant spirit. There are also a few things What we have can’t be replicated. We live this that are “fixed” in an effort to way — and protect it with great passion — because create consistency. Our goal is to we understand that what we have is a become a brand that is recognized and authentically connects our neighborhood like no other. community with others. Because character lives on. 2
DESIGN Create a balance Consider the audience Brand elements should be used in combination Think about the primary audience for the piece to balance our traditional and historic foundation you are creating. Is it for people currently living (like our buildings and streets) with our modern in the German Village community or are we and contemporary community (like our people inviting others to visit? When designing and and creative energy). writing a piece for those outside our community, especially, avoid using German Village lingo or jargon. Be sure the piece clearly provides all the information someone would need to engage. It is recommended that you have someone from outside our community review the piece to determine if it makes sense to him or her. Demonstrate our mission, rather than always stating it Be intentional when using the German Village Society’s mission statement in marketing communications. It should not be used to simply “fill space,” but rather when it is a critical component to the message being communicated. The most powerful way to communicate our mission is through the spirit, design, and messaging of the piece itself. When communications are executed well, the addition of the mission statement should feel unnecessary. 3
• • German Village’s • The German Village • • In Historic German Village Bottom left or right corner of cover pages or Back cover of multi-page communications • Only use in black & white or brown & white LOGOS The primary logo is the Open Door. The secondary logo is the Seal. It should only Event Logos be used as a “sign off” or “endorsement” to the It represents the neighborhood and it’s welcoming In order to preserve some consistency in how communication piece. environment and should be the primary logo on German Village events are marketed, it is any communication piece. No other text (e.g., Mission statements, etc.) preferred that events do not receive designed should be placed next to the Seal to allow it logos to represent the event name. We encourage The primary use of the Open Door logo should to stand out, and be used consistently across event chairs to leverage the brand elements always lock up with the tagline: Character lives communications. outlined in this document (fonts, colors, etc.) to on. However, it can appear without a tagline if highlight the event name. necessary. Usage recommendations: However, there are times when an event warrants its own logo (or has an existing logo that has become familiar in the community). In those one page communications instances, make sure that “German Village” is tied to the event name in the logo lockup. The reference to German Village can be secondary in weight to the event name. Potential ways to do that are: (Note: If using the word historic as a modifier, it should always appear in a serif typeface.) the GERMAN VILLAGE Using the German Village Business Community (GVBC) Logo For communications incorporating the German Village Business Community (GVBC) logo, the piece should lead with the Open Door logo and tagline and sign off with the GVBC logo. (The Seal should not be used in these instances.) 4
FONTS The primary font is Gotham . It has a contemporary feel which denotes our vibrant, engaging community. The secondary font is DTL Vanden Keere . It is a little more traditional; acknowledging the historical foundation of our community and providing balance to the primary font. GOTHAM DTL VANDEN KEERE (recommended for body copy) (recommended for headlines) Aa Bb Cc Dd Ee Ff Gg Hh Ii Aa Bb Cc Dd Ee Ff Gg Hh Ii MEDIUM Jj Kk Ll Mm Nn Oo Pp Qq Rr Jj Kk Ll Mm Nn Oo Pp Qq Rr BOLD Ss Tt Uu Vv Ww Xx Yy Zz Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii Aa Bb Cc Dd Ee Ff Gg Hh Ii REGULAR MEDIUM Jj Kk Ll Mm Nn Oo Pp Qq Rr Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 0123456789 Aa Bb Cc Dd Ee Ff Gg Hh Ii PC Equivalent: Times New Roman Jj Kk Ll Mm Nn Oo Pp Qq Rr BOOK Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 PC Equivalent: Arial 5
COLOR PALETTE Our color palette consists of dark, bright, and neutral tones split into primary, secondary, tertiary, and accent colors. This was done to allow for creativity in usage, and provide Hierarchy options based on the purpose of the communication. Keeping to the color choices provided is important to helping create a consistent look and feel across the numerous PMS WG11 PMS 5575 communication materials that are produced. PRIMARY Paper Color PMS WG4 PMS 5425 Visual mix of WG4 & 609 SECONDARY PMS 491 PMS 471 PMS 609 PMS 555 TERTIARY ACCENT Equivalents C / 00 C / 20 C / 00 C / 30 C / 00 C / 00 C / 00 C / 75 C / 16 C / 55 M / 17 Y / 00 Y / 04 Y / 04 Y / 79 M / 59 M / 00 M / 00 M / 88 M / 15 PROCESS Y / 34 M / 16 M / 09 M / 00 M / 100 Y / 100 Y / 46 Y / 60 Y / 100 Y / 06 K / 62 K / 17 K / 24 K / 31 K / 52 K / 18 K / 04 K / 55 K / 06 K / 00 SPOT PMS WG11 PMS 5575 PMS WG4 PMS 5425 PMS 491 PMS 471 PMS 609 PMS 555 R / 125 R / 173 R / 202 R / 128 R / 137 R / 206 R / 249 R / 000 R / 197 R / 110 WEB G / 106 G / 199 G / 194 G / 161 G / 049 G / 112 G / 237 G / 103 G / 067 G / 179 B / 085 B / 189 B / 184 B / 182 B / 001 B / 025 B / 155 B / 078 B / 039 B / 215 6
GRAPHIC ELEMENTS Applications of photography, imagery, artwork, and graphic elements should be used to support and advance the purpose of the communication. It is easy to focus on the beauty of the buildings in our community when incorporating visuals into a piece. When possible and appropriate, consider visual elements that incorporate people to demonstrate the diversity, vibrancy, and active nature of our community. CLIP ART IS NOT TO BE USED UNDER ANY CIRCUMSTANCES. SEE MAP INSIDE Rules Flags Illustration Photography Rules can be used to Flags are containers that Illustrations are a great way Photography should be used when create structure within bleed off a page and hold to convey the personality and talking about a specific location a layout, to highlight an important information or vibe of German Village. This or person. The photography important fact, or simply calls-to-action. They can category can include such things should support the message being to add a pop of color. sit on any page edge. as drawings, watercolors, oil conveyed, rather than being used as paintings, etc. Illustration should the primary message. Preferably, all be the primary form of visual images would appear in either black communication. Additionally, they and white or monotone/duotone, can be used when photography is using the brand colors. not available or appropriate. Pattern Pattern, meant to represent the iconic bricks of German Village, can be used to add texture and visual interest to a page. 7
EXAMPLES | Stationery 8
EXAMPLES | Booklet 52 nd Annual GERMAN VILLAGE HAUS UND GARTEN TOUR June 26, 2011 | 9am – 6pm Honoring the spirit and passion of Fred Holdridge and Howard Burns, who knew how to truly have fun. 9
EXAMPLES | Brochure SEE MAP INSIDE HISTORIC GERMAN VILLAGE COLUMBUS, OHIO SHOP | DINE | STROLL 10
EXAMPLES | Postcard VILLAGE LIGHTS SHOP | DINE | STROLL The First Sunday Evening in December from 6 – 10pm in Historic German Village gvbusinesscommunity.com 11
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