Branding Guidelines NORTH
This project was supported by the Resilient Communities Project (RCP), a program at the University of Minnesota that convenes the wide- ranging expertise of U of M faculty and students to address strategic local projects that advance community resilience and sustainability. RCP is a program of the Center for Urban and Regional Affairs (CURA) and the Institute on the Environment. This work is licensed under the Creative Commons Attribution- NonCommercial 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by- nc/3.0/ or send a letter to Creative Commons, 444 Castro Street, Suite 900, Mountain View, California, 94041, USA. Any reproduction, distribution, or derivative use of this work under this license must be accompanied by the following attribution: Produced by the Resilient Communities Project at the University of Minnesota. Reproduced under a Creative Commons Attribution- NonCommercial 3.0 Unported License. This publication may be available in alternate formats upon request. Resilient Communities Project University of Minnesota 330 HHHSPA 301 19th Avenue South Minneapolis, Minnesota 55455 Phone: (612) 625-7501 E- mail: rcp@umn.edu Web site: http://www.rcp.umn.edu The University of Minnesota is committed to the policy that all persons shall have equal access to its programs, facilities, and employment without regard to race, color, creed, religion, national origin, sex, age, marital status, disability, public assistance status, veteran status, or sexual orientation.
1 Key Information 2 Contents About Guidelines Key Information 2 About Guidelines 3 Company Overview 4 Key Elements Logomark 5 Brand Components 6 Unacceptable Use 7 Logo Color Logo Elements 8 Brand color 9 Typography 10 Letterhead 11 Business Envelopes 12 Business Cards 13 Pattern Additional Information 14 Contact Information Who are these guidelines for? These guidelines are for you, part of North Saint Paul. Community member, government official, with these guidelines you will be able to present North Saint Paul in a consistent professional manner. What are the guidelines for? This style guide will create and keep a system to make sure that the logo and brand of North Saint Paul is clear and consistent. Using this guide, you will be able to present North Saint Paul in a professional manner consistently. In addition, clear guidelines will make North Saint Paul stand out and be more welcoming for new families.
Key Information 3 Key Information 4 City Overview Key Brand Elements North St. Paul is a town of 3.1 square miles, with a six block-long Main Street. A small industrial village turned firstring suburb, North St. Paul embraces its small-town feel but also recognizes it is part of a larger region. With 125 years of history, North St. Paul is a tight-knit community with bonds to the town atmosphere, its neighbors, and their shared past. But it is also a town that looks to the future, embracing technology and seeking new ways to capture the next wave of innovation and ingenuity to propel the community forward. With an abundance of city parks, schools, churches, a quaint downtown district, and peaceful neighborhoods, North St. Paul is a town with a great quality of life. It is connected to a thriving metropolitan region, and appreciates how this enhances residents access to a diversity of jobs, cultural and recreational opportunities, quality health care, and higher education opportunities. Although as a community North St. Paul seeks to become more urban by investing in progressive infrastructure improvements and more compact development, it will strive to preserve the small-town atmosphere by ensuring that future projects adhere to a quality design standard and aesthetic character. North Saint Paul s visual identity has three key elements: 1. Logomark 2. Color 3. Typography Applied consistently and in the correct way these elements will create a powerful and distinctive brand for North Saint Paul
Logomark 5 Logomark 6 Brand Components Maximum There is no maximum size restriction. See Page 5. Minimum 0.854 The North Saint Paul logomark comprise of two inseparable components the compass shape and the logotype. The typefaces used are covered on Page 9 in more detail. 0.766 The smallest size the North Saint Paul can be is 0.766 width by 0.854 height N Unacceptable Logo Use Using the pattern and the logomark on any material besides the front side of the business card is completely unacceptable. Pattern usage is covered on Page 12. Using the logomark without the white circle background is not acceptable. Only change the background color. More information on this restriction on Page 7. The space around the logomark needs to be the size of the N in North. There must be at least that space around the logomark, anything closer is unacceptable. Reversing the logomark in white out of the background is also unacceptable. The logomark must be in black and white. For more detailed information see Page 7.
Logomark 7 Logo Elements 8 Color Change Brand Color The primary colors are mainly used for the logomark. Secondary colors are only used for the change in the background of the logomark. The logomark must be black and white to create consistent and professional brand. Primary Colors Secondary Colors Primary Secondary This the logo in its basic form. In this form the logo is simple and can be used in many applications. The only color change that is allowed with the logo mark is behind the logo mark. Other color changes are unacceptable. To see the acceptable colors for the color change please look at page 8 (secondary colors). CMYK: 0% 0% 0% 0% RGB: R255 G255 B255 HEX: FFFFFF CMYK: 0% 0% 0% 100% RGB: R35 G31 B32 HEX: 231F20 CMYK 46% 0% 25% 0% RGB: R134 G208 B200 HEX: 86D0C8 CYMK: 30% 0% 17% 0% RGB: R177 G222 B216 HEX: B1DED8 CYMK: 25% 0% 14% 0% RGB: R189 G227 B222 HEX: BDE3DE CYMK: 20% 0% 11% 0% RGB: R202 G232 B228 HEX: CAE8E4 CYMK: 15% 0% 8% 0% RGB: R214 G238 B234 HEX: D6EEEA
Logo Elements 9 10 Typography Letterhead The two typefaces used in the logomark are Brannboll Fet and BlariMdlTC TT. 2400 Margaret Street North St. Paul, MN 55109 651.747.2400 www.ci.north-saint-paul.mn.us Brannboll Fet ABCDEF GHIJKLM This shows the correct spacing between letters Dear Ms. Johonason Vestibulum ultrices mattis commodo. Duis tincidunt varius risus in tempus. Morbi urna risus, suscipit id suscipit eu, aliquet vitae lectus. Curabitur sed erat vel magna lacinia aliquam vel nec mi. Proin varius turpis dictum mattis interdum. Integer scelerisque fermentum tincidunt. Pellentesque aliquam velit leo, et molestie lacus posuere sit amet. Suspendisse non arcu imperdiet, suscipit eros non, pretium lorem. Cras aliquam tortor congue arcu sagittis, id vestibulum felis mollis. Morbi nisl risus, blandit et luctus ut, tempus non neque. Morbi sit amet lobortis nisl. Curabitur consequat neque quis elit eleifend, ornare fringilla lacus auctor. Mauris quis tincidunt nisi. Sed aliquam nisi vel dui posuere, vehicula feugiat lorem mattis. Phasellus elementum eros ut lectus pharetra, sed convallis odio facilisis. Donec vel tempor nunc, nec euismod lorem. Praesent gravida mattis ligula, pharetra gravida elit pulvinar nec. Morbi lorem sem, ornare id sem at, sodales imperdiet nunc. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Proin et est elit. Duis sed venenatis ante. Sed et neque bibendum, pharetra leo vitae, pulvinar erat. Pellentesque lobortis magna sem, eget imperdiet libero fermentum ac. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Aliquam at mi consectetur, adipiscing risus ac, porta erat. Nunc fringilla semper lacus, sit amet dignissim leo feugiat a. BlariMdlTC TT ABCDEF GHIJKLM The last typeface used is Gill Sans and this typeface is used on all body copy and information typography. Gill Sans ABCDEF GHIJKLM This shows the correct spacing between letters This shows the correct spacing between letters. Curabitur luctus luctus dolor nec tincidunt. Aliquam erat volutpat. Nam faucibus, sapien ac suscipit gravida, neque lorem posuere dolor, non congue leo justo sed metus. Sincerely, Mr. Haider In the letterhead format, the logo is centered on the page. It is also centered on a bar that is 8.5 x 0.78. The margins on the letterhead must be 0.875 from the sides and 0.77 from the top and bottom. For use of pattern, please see Page 12.
est. 1887 11 12 Business Envelopes Business Cards North Saint Paul 2400 Margaret Street North St. Paul, MN 55109 Sally Johnson Human Resources sally.johnson@ci.north-saint-paul.mn.us 651.756.7834 In the communication system, the business cards are standard size. The border on the back is 0.297 thick. As seen on the front, the pattern element is used. For more information on the pattern please see Page 12. 2400 Margaret Street North Saint Paul, MN 55109-3020 Front Back
13 Additional Information 14 Pattern Contact Information The pattern is a special element unique to the communication system. It is only used for the back of the letterhead or the front of the business card. Any other use is unacceptable. For more information about brand guidelines please contact: Elise Boraas Logo and Brand Guidelines Designer Phone: 952-836-6797 Email: boraa015@umn.edu Address: 7502 W. 77th St. Chaska, MN 55318 Unacceptable Pattern Use Using the pattern and the logomark on any material besides the front side of the business card is completely unacceptable.