BRAND IDENTITY GUIDELINES. downtownlangley.com

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1 BRAND IDENTITY GUIDELINES downtownlangley.com

2 TABLE OF CONTENTS DLBA Corporate brand 3 The preferred logo version p4 Logo variations p5 The logo with tagline Black & White version Single colour versions Social media versions How to use the logo p9 Footer bar Arts Alive Festival brand 16 The preferred logo version p17 Season colour palette Logo variations p18 Corporate colour palette Stacked version Horizontal version Font Family p20 McBurney Plaza Summer Series Festival brand 21 The preferred logo version p22 Colour palette Logo variations p23 Stacked version Horizontal version Font Families p25 Fork & Finger Festival brand 27 The preferred logo version p28 Colour palette Logo variations p29 Stacked version Horizontal version Font Family p30 Supporting graphics p31 Colour palette p11 Colour specifications Supporting graphics p26 Festival Series logos Illustration Brand pattern Fork & Spoon Dinner plate Font Families p13 Supporting graphics p14 Brand illustrations Brand pattern Protecting the brand p15 Do not s and logo integrity

3 DOWNTOWN LANGLEY BUSINESS ASSOCIATION Corporate brand 3

4 DLBA Corporate brand The preferred logo version The preferred logo is the full colour version. The logo can be either used as spot or as 4 colour. Spot colour logo (pantone 124 and black) with white release. Spot colour logo (pantone 124 and black) 4C logo with white release. 4C logo. 4

5 DLBA Corporate brand Logo variations THE LOGO WITH THE TAGLINE The logo with the tagline can be either used as spot or as 4 colour and is commonly used in formal communications such as the conclusion to a video or on the front of a report. Spot colour logo (pantone 124 and black) with white release Spot colour logo (pantone 124 and black) 4C logo with white release 4C logo Discover Downtown Langley Discover Downtown Langley Discover Downtown Langley Discover Downtown Langley 5

6 DLBA Corporate brand Logo variations BLACK & WHITE VERSION This version of the logo can be used when faced with single colour restrictions for example 1-colour embroidery or 1-colour silk screening. Black & White logo with white release Black & White logo Black & White logo with white release, reverse tagline Black & White logo with tagline Discover Downtown Langley Discover Downtown Langley 6

7 DLBA Corporate brand Logo variations SINGLE COLOUR VERSIONS This version of the logo can b used when faced with single colour restrictions for example 1 colour embroidery or 1 colour silk screening. No tagline Yellow logo (Spot 124) Pink logo (Spot 1925) Green logo (Spot 376) Blue logo (Spot 312) Orange logo (1655) White logo With tagline Discover Downtown Langley Discover Downtown Langley Discover Downtown Langley Discover Downtown Langley Discover Downtown Langley Discover Downtown Langley 7

8 DLBA Corporate brand Logo variations SOCIAL MEDIA VERSIONS Because of the sizing restrictions of social media communications this version of the logo is to be used for online communications. Facebook Instagram D O W N TOW N LA NGLEY BUSINESS ASSOCIATION 8

9 DLBA Corporate brand How to use the logo FOOTER BAR This is the most common use of the DLBA logo. It is paired within a double black bar along with contact information, social media handles and the corporate tagline line. The supporting illustrations are always present. The bar is to take up no more then a 1/4 of the page. White stroke, 2pt The Corporate logo version without tagline is used in the footer bar and overlaps both black bars White stroke, 2pt Downtown Langley Business Association T downtownlangley.com Discover Downtown Upper 80% black bar height ratio: Typically has the DLBA contact info and the supporting illustration graphics Lower 20% ratio height: Corporate tagline and social media handles are fully listed Corporate address is listed if space allows including address Downtown Langley Business Association Fraser Hwy, Langley, BC V3A 4G3 T info@downtownlangley.com downtownlangley.com Discover Downtown 9

10 DLBA Corporate brand How to use the logo FOOTER BAR WITH LIMITED SPACE This is the most common use of the DLBA logo when the space is limited. The supporting illustrations are present and the social media handles do not need to be listed, only the icons. Ad footer when space is limited Example that shows smaller footer when space is limited. The Corporate logo version without tagline is used in the footer bar and can extend above the top bar. T info@downtownlangley.com downtownlangley.com Discover Downtown Langley Lower 20% ratio height: Corporate tagline and social media logos Downtown Langley has everything we need. Shop Local - Support Local. Did you know that for every $1 spent locally, almost half of that gets reinvested in the sustainability and growth of Langley City? As very important members of this community, we want to thank you for choosing to support your family, friends and neighbours in building a success story we can all be proud of. T info@downtownlangley.com downtownlangley.com Discover Downtown Langley 10

11 DLBA Corporate brand Colour palette The colour palette includes a total of 10 colours which is divided into 2 palette families: Palette 1: Corporate colours Use: Corporate & Public facing Palette 2: Secondary palette & supporting hues Use: All supporting secondary communications PALETTE 1 Primary palette These colours can be used to for all communications associated with the DLBA brand. The main colours are: Pantone 124 Black PMS 124 Black PALETTE 2 This palette has been developed to support the corporate colour palette. They can be incorporated into collateral material to fulfill the communication objectives or goals of that particular message whilst maintaining a cohesive look. Secondary palette PMS PMS Cool grey 3 Cool grey 3 Examples include product highlights, photography duotones and icons & graphic elements created to further emphasis the brand. Secondary palette supporting hues PMS 1807 PMS 5405 Cool grey 3 Cool grey 3 11

12 DLBA Corporate brand COLOUR SPECIFICATIONS Each colour has specifications for CMYK, RGB, HTML Hex Code and PANTONE. PALETTE 1 CORPORATE COLOUR PALETTE Pantone Number CMYK RGB HTML Hex Code Black C25 M20 Y10 K100 NA NA Pantone 124 C0 M24 Y94 K0 R234 G170 B0 eaaa00 COMMON COLOURS PMS 430 Pantone 430 is a common colour Pantone 430 C33 M18 Y13 K40 R124 G13 B142 7c878e Black PALETTE 2 SECONDARY COLOUR PALETTE Pantone Number CMYK RGB HTML Hex Code Pantone 312 C89 M0 Y7 K0 R0 G173 B211 00add3 Black is a common colour 124 Pantone 124 is a common colour Pantone 1655 C0 M63 Y91 K0 R255 G112 B75 ff704b Pantone 376 C50 M0 Y100 K0 R107 G171 B56 66ab38 Pantone 1925 C0 M100 Y55 K0 R239 G80 B109 ef506d SUPPORTING HUES CMYK RGB HTML Hex Code C73 M0 Y8 K0 R0 G189 B226 00bde2 C0 M48 Y70 K0 R255 G112 B75 f8995c C38 M0 Y75 K0 R167 G209 B109 a7d16d C0 M76 Y42 K0 R241 G100 B114 f

13 DLBA Corporate brand Font Families The preferred corporate font for the DLBA is Helvetica Neue. The secondary font to be used for softer messaging is the font Bitter. Both fonts can be used simultaneously. PRIMARY FONT HELVETICA NEUE CONDENSED FONT FAMILY This font is to be used for all communications for the DLBA brand including but not limited to: print and digital communications, signage and video titles, etc. SECONDARY FONT BITTER FONT FAMILY This font is to be used for all communications that express softer tones and lifestyle base messaging. It can be used in junction with Helvetica Neue Condensed. Headline Helvetica Neue Bold Condensed 77 Helvetica Neue Bold Condensed italic 77 Headline Bitter Bold Subheads Helvetica Neue Medium Condensed 67 Helvetica Neue Medium Condensed italic 67 Body text Bitter Regular Body emphasis Helvetica Neue Condensed 57 Helvetica Neue Condensed italic 57 Bold Body emphasis Bitter Bold italic Body text Helvetica Neue Light Condensed 57 Helvetica Neue Light Condensed italic 57 Body emphasis Bitter Regular italic 13

14 DLBA Corporate brand Supporting graphics ICONS BRAND PATTERN INDIVIDUAL ICONS 14

15 DLBA Corporate brand Protecting the brand DO NOT S AND LOGO INTEGRITY In order to protect the brand the following don'ts are to be avoided to protect the logo integrity. These rules apply to all formats of the logo including versions with the tagline. Do not change the logo Not to be placed in white box on dark back ground. Do not place over a pattern or dark, or complex photo. Do not change fill. Do not space out letters or apply 3D qualities. No pattern or graphic placed inside logo. Text positioning & element relationship not to be altered. Logo colours is not to change outside brand palette. 15

16 ARTS ALIVE FESTIVAL Festival brand 16

17 Arts Alive brand The preferred logo version ENCLOSED VERSION The main colours of the logo & festival campaign is dictated by the annual theme colours. See example below for example of the 2017 colour palette. 4C logo 4C logo no theme DOWNTOWN LANGLEY BUSINESS ASSOCIATION 24th Annual 24th Annual DOWNTOWN LANGLEY BUSINESS ASSOCIATION CURRENT SEASON COLOUR PALETTE CMYK RGB HTML Hex Code C55 M89 Y33 K40 R92 G38 B79 5C264F C35 M95 Y0 K0 R187 G22 B163 BB16A3 C27 M21 Y0 K0 R182 G184 B220 B6B8DC 17

18 Arts Alive brand Logo variations STACKED VERSION Spot (382 & 289) logo 4C logo Black & White logo Spot (382 & 289) logo reverse 4C logo reverse Reverse logo CORPORATE COLOUR PALETTE Pantone Number CMYK RGB HTML Hex Code Pantone 289 C100 M76 Y12 K70 R12 G35 B64 0c2340 Pantone 382 C28 M0 Y100 K0 R196 G214 B0 c4d600 18

19 Arts Alive brand Logo variations HORIZONTAL VERSION Spot (382 & 289) logo no bar Logo no bar D O W N T O W N L A N G L E Y B U S I N E S S A S S O C I A T I O N D O W N T O W N L A N G L E Y B U S I N E S S A S S O C I A T I O N Spot (382 & 289) logo with bar Logo with bar D O W N T O W N L A N G L E Y B U S I N E S S A S S O C I A T I O N D O W N T O W N L A N G L E Y B U S I N E S S A S S O C I A T I O N Spot (382 & 289) logo with bar reverse Logo with bar reverse D O W N T O W N L A N G L E Y B U S I N E S S A S S O C I A T I O N D O W N T O W N L A N G L E Y B U S I N E S S A S S O C I A T I O N 19

20 Arts Alive brand Font Family The preferred corporate font for the DLBA is Helvetica Neue. HELVETICA NEUE FONT FAMILY This font is to be used for all communications for the Arts Alive brand including but not limited to: print and digital communications, signage and video titles, etc. SECONDARY FONTS Headline Helvetica Neue Bold 75 Helvetica Neue Bold italic 76 Headline Giddyup Subheads Helvetica Neue Medium 65 Helvetica Neue Medium italic 66 Body emphasis Helvetica Neue 55 Helvetica Neue italic 56 Body text Helvetica Neue Light 45 Helvetica Neue Light italic 46 20

21 MCBURNEY PLAZA SUMMER SERIES Festival brand 21

22 McBurney Plaza Summer Series brand The preferred logo version The preferred logo is the full colour version stacked and enclosed with the illustration. 4C logo The 2018 McBurney Plaza Summer Series COLOUR PALETTE Pantone Number CMYK RGB HTML Hex Code Pantone 3005 C100 M31 Y0 K0 R0 G119 B C8 Pantone 298 C67 M2 Y0 K0 R65 G182 B230 41B6E6 Pantone yellow C0 M0 Y100 K0 C250 R255 B0 FAE100 Pantone 382 C28 M0 Y100 K0 R196 G214 B0 C4D600 22

23 McBurney Plaza Summer Series brand Logo variations STACKED VERSION 4C logo The 2018 McBurney Plaza Summer Series Black logo The 2018 McBurney Plaza Summer Series Spot (Pantone 3005) logo Reverse logo The 2018 McBurney Plaza Summer Series The 2018 McBurney Plaza Summer Series 23

24 McBurney Plaza Summer Series brand Logo variations HORIZONTAL VERSIONS 4C logo The 2018 McBurney Plaza Summer Series Black & White logo The 2018 McBurney Plaza Summer Series Reverse logo The 2018 McBurney Plaza Summer Series 24

25 McBurney Plaza Summer Series brand Font Families PRIMARY FONT HELVETICA NEUE CONDENSED FONT FAMILY This font is to be used for all communications for the McBurney Plaza Summer Series brand including but not limited to: print and digital communications, signage and video titles, etc. SECONDARY FONTS Headline bebas Headline Helvetica Neue Bold Condensed 77 Helvetica Neue Bold Condensed italic 77 Subhead Body text Frenchpress Subheads Helvetica Neue Medium Condensed 67 Helvetica Neue Medium Condensed italic 67 Body emphasis Helvetica Neue Condensed 57 Helvetica Neue Condensed italic 57 Body text Helvetica Neue Light Condensed 57 Helvetica Neue Light Condensed italic 57 25

26 McBurney Plaza Summer Series brand Supporting graphics Below are examples of 2017 micro festival logos. SCIENCE in the Plaza MCBURNEY PLAZA SUMMER SERIES WORLD in the MUSIC Plaza MCBURNEY PLAZA SUMMER SERIES JEDI SPORTS MCBURNEY PLAZA SUMMER SERIES MCBURNEY PLAZA SUMMER SERIES in the Plaza in the Plaza Proudly Presented by The City of Langley & The Downtown Langley Business Association The 2018 McBurney Plaza Summer Series CREATE IT in the Plaza MCBURNEY PLAZA SUMMER SERIES 26

27 FORK & FINGER FESTIVAL Festival brand 27

28 Fork & Finger brand The preferred logo version ENCLOSED VERSION 4C logo COLOUR PALETTE Pantone Number CMYK RGB HTML Hex Code Black C25 M20 Y10 K100 NA NA Pantone 124 C0 M24 Y94 K0 R234 G170 B0 eaaa00 Pantone 312 C89 M0 Y7 K0 R0 G173 B211 00add3 Pantone 1655 C0 M63 Y91 K0 R255 G112 B75 ff704b Pantone 376 C50 M0 Y100 K0 R107 G171 B56 66ab38 Pantone 1925 C0 M100 Y55 K0 R239 G80 B109 ef506d 28

29 Fork & Finger brand Logo variations STACKED VERSION Spot (382 & 289) logo 4C logo Black & White logo Black & White logo HORIZONTAL VERSION Spot (124 & black) logo 4C logo Black & White logo Reverse logo 29

30 Fork & Finger brand Font Family PRIMARY FONT HELVETICA NEUE CONDENSED FONT FAMILY This font is to be used for all communications for the Fork & Finger brand including but not limited to: print and digital communications, signage and video titles, etc. Headline Helvetica Neue Bold Condensed 77 Helvetica Neue Bold Condensed italic 77 Subheads Helvetica Neue Medium Condensed 67 Helvetica Neue Medium Condensed italic 67 Body emphasis Helvetica Neue Condensed 57 Helvetica Neue Condensed italic 57 Body text Helvetica Neue Light Condensed 57 Helvetica Neue Light Condensed italic 57 30

31 Fork & Finger brand Supporting graphics BRAND PATTERN BRAND ICONS 31

32 DOWNTOWN LANGLEY BUSINESS ASSOCIATION Corporate standard guide V