District Branding Program. Manual of Graphic Standards.
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1 SEPTEMBER 2003 District Branding Program Manual of Graphic Standards. 11 S. Tenth St., top floor F
2 TABLE OF CONTENTS 3 Positioning 4 Logo Standards 5 Typefaces 6 Logo Color 7 Color Palette 11 S. Tenth St., top floor F
3 POSITIONING A NEW POSITIVE IMAGE AND MESSAGE The District brand captures the experiences that make us unique in a way that the more generic downtown cannot do. The District represents the vibrant, active and engaging community that we are today and provides us with a way to redefine downtown in the minds of our customers. DISTRICT BRAND POSITIONING STATEMENT The District is a hip, active, and artistic community. It s the place to go for exciting nightlife or to meet friends for dinner. It s a unique and stylish shopping area that offers everything the others don t. It s a bustling business center and an emerging residential area. It s a lively mix of historic architecture, sidewalk cafes, and street musicians. With 110 unique shops, 70 bars and restaurants, 40 live performances a week, and 5900 parking spots, The District is 43 not-so-square blocks bordered by the University of Missouri. Discover what you ve been missing. Discover The District. DISTRICT LOGO The District logo provides a visual link between the past and the future, with each graphic i representing the historic columns on each end of The District and the city skyline representing our exciting new redevelopment projects. TAGLINE The tagline Discover The District encourages customers to explore the entire range of dining, shopping and entertainment options available to them. The tagline also allow us to highlight a number of different activities in The District with secondary taglines, Discover Shopping. Discover The District.
4 LOGO STANDARDS LOGO USAGE GUIDELINES The District logo is available for use in a variety of formats. The 4-color process (CMYK) version is preferred and should be used when possible. Use would include color advertising, specialty items and signage. A two-color (Pantone) version is provided for limited color application. The 3-color (RGB) version should be used only for web graphics. A jpg version is available for inclusion in merchant web sites and banner ads. The grayscale version should be used for all newspaper print advertising. Two 1-color versions are provided for speciality printing or silkscreen applications when only a single color is involved. A reversed version of the 1-color logo is available when usage requires the logo to be reversed or printed in white on a solid field of color. The logo is never to be modified with emboss treatments or drop shadows. The specified colors within the color versions are not to be modified. This will help ensure a consistent application of the logo across all mediums.
5 TYPEFACES The primary typeface used in The District brand is Gill Sans. This sans serif font was designed by Eric Gill in It is based on Edward Johnston s Railroad Gothic typeface, most commonly known as the font used for the London Underground signage. Because of its clean lines and readability, Gill Sans is used in cities and urban centers for transportation and wayfinding. The typeface for The District is Gill Sans Bold Italic. It is also acceptable to use the Gill Sans font if you use the bold and italic functions. The lighter Gill Sans fonts remain highly readable in text and suitable for magazine and brochure work, while the heavier weights are best used for advertising, posters and labels. GILL SANS REGULAR GILL SANS BOLD ITALIC GILL SANS LIGHT GILL SANS CONDENSED GILL SANS ULTRA BOLD
6 LOGO COLOR 4 COLOR PROCESS Cyan: 56% Magenta: 37% Yellow: 10% Black: 0% Cyan: 0% Magenta: 47% Yellow: 100% Black: 9% HTML COLOR #758CB0 #E39342 PANTONE PMS 654 (50% for fill) PMS 1385
7 Accent Colors CMYK 10C / 17M / 37Y / 0K 23C / 18M / 40Y / 3K 35C / 17M / 50Y / 3K 20C / 75M / 75Y / 20K 0C / 47M / 100Y / 9K 56C / 37M / 10Y / 8K 100C / 69M / 0Y / 38K 50C / 20M / 60Y / 50K Accent Colors RGB 229R / 204G / 146B 189R / 183G / 132B 160R / 175G / 112B 162R / 48G / 33B 232R / 123G / 0B 104R / 116G / 156B 8R / 31G / 91B 63R / 80G / 48B Accent Colors HEX Code (Web Safe) 255R / 204G / 153B 204R / 204G / 153B 153R / 204G / 102B 153R / 0G / 0B 255R / 153G / 0B 102R / 102G / 153B 0R / 0G / 102B 51R / 102G / 0B CMYK Version RGB Version
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