MPRB Visual Standards
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Transcript of MPRB Visual Standards
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MINNEAPOLIS PARK & RECREATION BOARD
Community Recreation Services Visual Identity Guide
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MINNEAPOLIS PARK & RECREATION BOARD
Community Recreation Services (CRS) is a department of the Minneapolis Park and Recreation Board. CRS provides comprehensive, year-round recreational programs for all ages. They stay connected to the Minneapolis community through both small and city-wide events.
CRS offers a wide range of services, programs, and events. In order to establish value and ownership throughout this broad spectrum, a comprehensive visual system has been developed.
This system creates a consistent and cohesive visual message throughout all of CRS’s initiatives. It presents Community Recreation Services as an organization that is inclusive, diverse, community-connected, and a leader in its initiatives.
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CONTENTS
type.............................................4
logotype......................................8
color..........................................11
graphic elements.......................16
MINNEAPOLIS PARK & RECREATION BOARD
4type
MINNEAPOLIS PARK & RECREATION BOARD
PRIMARY TYPEFACES
Gotham Ultra
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z : ; ?
1 2 3 4 5 6 7 8 9 0 +
Gotham is a san serif typeface that was inspired by the ubiquitous lettering of the city. Bold yet unassuming, it evokes a sense of warmth and familiarity while still maintaining its contemporary urban edge.
Gotham Ultra was used to create artwork for each of the CRS department names, and can also be used for headlines throughout all of the MPRB Community Recreation Services collateral.
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MINNEAPOLIS PARK & RECREATION BOARD
type
ITC Lubalin Graph DemiA B C D E F G H I J K L M N
O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 +
ITC Lubalin Graph BookA B C D E F G H I J K L M N
O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 +
ITC Lubalin Graph Extra LightA B C D E F G H I J K L M N
O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 +
ITC Lubalin Graph is a slab serif typeface that conveys stability, accessibility, and prac-ticality. It provides a sense of grounding as a supplementary typeface to Gotham Ultra. Clean and easily readable, it is to be used for secondary information within all of the MPRB Community Recreation Services collateral.
The bold ITC Lubalin Graph Demi should be used for headers and subheads. ITC Lubalin Graph Book and ITC Lubalin Graph Extra Light should be used mainly as body copy, but can be used for subheads when appro-priate or necessary.
PRIMARY TYPEFACES (CONT’D)
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MINNEAPOLIS PARK & RECREATION BOARD
type
SUBSTITUTION TYPEFACES
Arial BlackA B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 +
Arial BoldA B C D E F G H I J K L M N
O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 +
Rockwell BoldA B C D E F G H I J K L M N
O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 +
Rockwell RegularA B C D E F G H I J K L M N
O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 +
Two sets of substitution typefaces were chosen due to their similarity to Gotham Ultra and the ITC Lubalin Graph family, and because they come readily available on most computers.
Arial is a contemporary, clean, and approach-able sans serif typeface with qualities that are more organic and less mechanical than many other sans serif typefaces. Arial Black and Arial Bold are two styles within the Arial family, and should be used as a subsitution for Gotham Ultra only in situations when that font is unavailable.
Rockwell is a straightforward, accessible slab serif typeface that shares similar traits with ITC Lubalin Graph. Rockwell Bold and Rockwell Regular are two weights within the Rockwell family, and should be used as a substitution for ITC Lubalin Graph Demi and ITC Lubalin Graph Book only in situations where this typeface is unavailable.
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MINNEAPOLIS PARK & RECREATION BOARD
APPLICATION OF TYPE TO LOGOTYPE
PROGRAMDESCRIPTION
MINNEAPOLIS PARK & RECREATION BOARD
With specific letter spacing and positioning, the fonts are turned into a distinct logotype. The logotypes are then turned into artwork. Whenever applying department names, always use the approved artwork file. This maintains the integrity of the specifically typeset logo, in order to create a sense of consistency and strength throughout the entire brand identity system.
type
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MINNEAPOLIS PARK & RECREATION BOARD
EXISTING PRIMARY LOGOS
logotype
The existing logos for the Minneapolis Park & Recreation Board are easily incorporated within the new identity system. The playfulness and uniformity of the tree and water graphics pair well with the clean graphic qualities of the new Gotham-typeset MPRB logotype.
type+graphic logo graphic-only logo
NEW MPRB LOGOTYPE A new set of logotypes was created using the letterforms of Gotham Ultra. It serves as a companion logo to the existing MPRB logos in order enrich and enhance the aesthetic of the identity system, and function as a bridge to the new CRS program logotypes.
The gradient MPRB logotype was created to correspond with the CRS department color gradient application outlined on page 12 of this guide. It can be used when printing in color for MPRB collateral that does not apply to a specific CRS department
The black and white MPRB logotypes were created for black and white printing. While the gradient MPRB logotype can also be used in black and white printing, the black and white logotypes should be used when readability on a smaller scale is a concern.
MINNEAPOLIS PARK & RECREATION BOARD
gradient MPRB logotype
black MPRB logotype
white MPRB logotype
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MINNEAPOLIS PARK & RECREATION BOARD
logotype
EXISTING LOGOS WITH MPRB LOGOTYPE
MINNEAPOLIS PARK & RECREATION BOARD
The graphic-only logo can be paired with the new MPRB logotype. It should always be placed to the left of the MPRB logotype, and be the same height as the MPRB logotype. The amount of space between the logo and the MPRB logotype should be approximately the width of the ampersand symbol within the typeset “Minneapolis Park & Recreation Board” text.
&
MINNEAPOLIS PARK & RECREATION BOARD
MINNEAPOLIS PARK & RECREATION BOARD
The type+graphic logo should never be placed next to the new MPRB logotype. Instead, it can be used on its own throughout MPRB collateral as a secondary alternative to the new MPRB logotype, or as a way to reinforce the MPRB brand.
10logotype
MINNEAPOLIS PARK & RECREATION BOARD
CSA PROGRAM LOGOTYPE
Logotypes were created using Gotham Ultra for each of the departments within Community Recreation Services. The logotypes should be used as graphic elements or headlines throughout all material pertaining to that specific program.
These logotypes can be used alone, or with the “Minneapolis Park & Recreation Board” subhead. When necessary, an alternative subhead set in ITC Lubalin Graph Demi can be used beneath the logotype. In order to maintain their graphic integrity, these logotypes should always be applied using the approved artwork files, and never keystroked in.
Please note that the Recreation Plus+ program has two versions of logotype, based on the frequent use of both the abbreviated and full-length name of the program.
ADULT SPORTSMINNEAPOLIS PARK & RECREATION BOARD
YOUTH SPORTSMINNEAPOLIS PARK & RECREATION BOARD
MINNEAPOLIS PARK & RECREATION BOARD
MINNEAPOLIS PARK & RECREATION BOARD
MINNEAPOLIS PARK & RECREATION BOARD
RECREATION PLUS+MINNEAPOLIS PARK & RECREATION BOARD
11color
COLOR PALATE
primary hues
A color system was created for the Community Recreation Services in response to both their audience and their characteristics: a safe, accessible, diverse, family-oriented urban organization. With this established color palate, each Community Recreation Services depart-ment is assigned a specific color gradient. Each color gradient comes as a set of four different hues, which have specific uses within the identity’s collateral.
Primary hues should be used for headlines, and large header type, and various graphic el-ements. The secondary hues should be used as background colors, or as a fill for graphic elements when appropriate. The darkest sec-ondary hue can also be applied to type. For the sake of clarity, the lighter colored second-ary hue should never be applied to type. One exception to this is within the MPRB logotypes, which use the entire gradient of one color.
The black and grey color gradient was added as a “neutral” fourth gradient, and is to be used for material that is not specifically about one CRS department.
When printing in black & white for a specific CRS department, colored paper that is similar to the primary hue, or the lighter secondary hues within that department’s color gradient should be used.
MINNEAPOLIS PARK & RECREATION BOARD
Volunteers
Rec Plus+Youthline
Adult SportsYouth SportsTeen Teamworks
paper samples
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COLOR SPECS
Volunteers
Rec Plus+Youthline
Adult SportsYouth SportsTeen Teamworks
PANTONE167 U
R 181 G 102 B 76
C 5 M 58 Y 97 K 14
HTML B5664C
PANTONE1655 U
R 255 G 114 B 83
C 0 M 55 Y 84 K 0
HTML FF7253
PANTONE1555 U
R 255 G 198 B 165
C 0 M 24 Y 35 K 0
HTML FFC6A5
PANTONE163 U
R 255 G 155 B 121
C 0 M 38 Y 54 K 0
HTML FF9B79
PANTONE3015 U
R 0 G 103 B 149
C 100 M 14 Y 4 K 24
HTML 006795
PANTONE2995 U
R 0 G 157 B 218
C 89 M 0 Y 1 K 0
HTML 009DDA
PANTONE2985 U
R 62 G 184 B 229
C 65 M 0 Y 3 K 0
HTML 3EB8E5
PANTONE2975 U
R 141 G 215 B 234
C 44 M 0 Y 9 K 0
HTML 8DD7EA
PANTONE365 U
R 54 G 122 B 82
C 80 M 3 Y 93 K 17
HTML 367A52
PANTONE368 U
R 97 G 181 B 68
C 51 M 0 Y 86 K 0
HTML 61B544
PANTONE381 U
R 182 G 216 B 64
C 25 M 0 Y 84 K 0
HTML B6D840
PANTONE379 U
R 225 G 236 B 113
C 9 M 0 Y 61 K 0
HTML E1EC71
color
MINNEAPOLIS PARK & RECREATION BOARD
Here are the specific color formulas for the CRS color system. Options for print (Pantone spot colors and CMYK values) are provided, as well as RGB and HTML values for use on screen and the web.
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MINNEAPOLIS PARK & RECREATION BOARD
COLOR APPLICATION: MPRB LOGOTYPE
MINNEAPOLIS PARK & RECREATION BOARD
MINNEAPOLIS PARK & RECREATION BOARD
MINNEAPOLIS PARK & RECREATION BOARD
MINNEAPOLIS PARK & RECREATION BOARD
color
The MPRB logotype is the only type-based graphic element that uses all of the hues of the color system. The specific order of the hues within these logotype lock-ups should never be changed.
The primary MPRB logotype is the black & white or four-color version of the logotype, and should be used for all general MPRB collateral. The MPRB logotypes using a sin-gle-color gradient should be used within the context of a single CRS program’s collateral, in order to reinforce the program’s individual-ity and provide a sense of organization within all of the CRS programs.
gradient MPRB logotype
CSA programMPRB logotypes
14color
COLOR APPLICATION: CRS PROGRAM LOGOTYPE
ADULT SPORTSMINNEAPOLIS PARK & RECREATION BOARD
YOUTH SPORTSMINNEAPOLIS PARK & RECREATION BOARD
MINNEAPOLIS PARK & RECREATION BOARD
MINNEAPOLIS PARK & RECREATION BOARD
MINNEAPOLIS PARK & RECREATION BOARD
RECREATION PLUS+MINNEAPOLIS PARK & RECREATION BOARD
When appropriate, color can be applied to the CRS program logotype in a few different ways. The two words of the department can be set in two different colors within that department’s color gradient, so long as the primary hue is used as one of the colors, and the lighter hue always precedes the darker hue.
The CRS logotypes can also be set in one solid hue–either the primary hue or the darkest secondary hue.
MINNEAPOLIS PARK & RECREATION BOARD
15color
MINNEAPOLIS PARK & RECREATION BOARD
COLOR APPLICATION: CRS PROGRAM LOGOTYPE
ADULT SPORTSMINNEAPOLIS PARK & RECREATION BOARD
YOUTH SPORTSMINNEAPOLIS PARK & RECREATION BOARD
MINNEAPOLIS PARK & RECREATION BOARD
MINNEAPOLIS PARK & RECREATION BOARD
RECREATION PLUS+MINNEAPOLIS PARK & RECREATION BOARD
MINNEAPOLIS PARK & RECREATION BOARD
The CRS program logotype can also be set in white when used against a darker background. In this case, the background should either be the primary hue from the programs color gradi-ent, or else the darkest secondary hue from the color gradient.
Never place white logotype against a light-hued backdrop. Also, never set text in a lighter color, or have a lighter hue precede a darker hue when setting the logotype in two different hues. Following these guidelines will ensure that the logotype never appears muddy and difficult to read.
16graphic elements
GRAPHIC ELEMENTS: DECONSTRUCTED LOGO
MINNEAPOLIS PARK & RECREATION BOARD
The graphic elements of the water and the tree within the existing MPRB identity system have been deconstructed as individual design elements. They now expand the visual capa-bilities of the MPRB graphic system.
Color from the CRS color palate can be ap-plied to the elements, and they can also be used as framing devices for photography.
17graphic elements
MINNEAPOLIS PARK & RECREATION BOARD
GRAPHIC ELEMENTS: APPLICATION EXAMPLES
REC+PLUS School-age Childcare
Summer Youth Employment Program
YOUTHLINEOutreach Mentoring Program
The graphic elements derived from the exist-ing MPRB logo can be used in a number of ways. Color from a specific department’s gradient can be applied to the elements, and their scale can be adjusted to create different arrangements within a frame.
At left are some examples of how visual messages can be created using all of the tools outlined in this guide.
for the MINNEAPOLIS PARK & RECREATION BOARD
SIGN UP TODAY!
18graphic elements
MINNEAPOLIS PARK & RECREATION BOARD
REC+PLUS School-age Childcare
Emergency Contact CardChild name:____________________________________ Birth Date:__________________
Child Primary Address:_________________________________ Zip:_________________
Preferred Parent Contact Order: Mother Father
Park:__________________________
CONTACT INFORMATION
Mother/Guardian:__________________________
Home Phone:_______________________________
Work Phone:________________________________
Mobile Phone:______________________________
Email Address:______________________________
CONTACT INFORMATION
Father/Guardian:__________________________
Home Phone:_______________________________
Work Phone:________________________________
Mobile Phone:______________________________
Email Address:______________________________
RECREATION PLUS+
GRAPHIC ELEMENTS: APPLICATION EXAMPLES (CONT’D)
School-Age Childcare for ages 5-12 years old**must have completed Kindergarten
FALL 2009
MINNEAPOLIS PARK & RECREATION BOARD
offered by theMinneapolis Park & Recreation Board
Here are more examples of how the Commu-nity Recreation Services brand identity can be applied to different components throughout the Recreation Plus+ department.
Notice the ways in which the two different Recreation Plus+ logotypes can be used, as well as the different uses of the existing MPRB graphic logo.
These examples at left show how black & white printed pieces would look when they are printed on a shade of blue paper, as specified on in the color palate guidelines on page 10 of this brand identity guide.
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MINNEAPOLIS PARK & RECREATION BOARD
GRAPHIC ELEMENTS: APPLICATION EXAMPLES (CONT’D)
MINNEAPOLIS PARK & RECREATION BOARD
graphic elements
RECREATION PLUS+MINNEAPOLIS PARK & RECREATION BOARD
RECREATION PLUS+MINNEAPOLIS PARK & RECREATION BOARD
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About MPRB
Commissioners
Park System Maps
Parks & Lakes
Recreation Centers
Golf Courses
Activities & Programs
Adult Sports
Concerts, Plays & Movies
Environmental Programs
Water Recreation
Youth Programs
Youth Sports
Permits & Reservations
Online Payment
Caring For Our Parks
Urban Forest
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Gardens & Natural Areas
Grounds Maintenance
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Support Our Parks
Foundation
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Design & Planning
Current Projects
Capital Improvements
Grand Rounds Byway
Jobs at MPRB
Volunteer
Contact Us
About MPRB | Parks & Lakes | Recreation Centers | Golf Courses | Activities | Permits Caring for Our Parks | Design & Planning | Grand Rounds | Volunteer! | Employment | Site Map | Con-tact Us
MINNEAPOLIS PARK & RECREATION BOARD
REC+PLUS School-age Childcare
MINNEAPOLIS PARK & RECREATION BOARD
MINNEAPOLIS PARK & RECREATION BOARD
graphic elements
GRAPHIC ELEMENTS: WEB APPLICATION EXAMPLES
The colors of the MPRB logotype can be changed for each CRS department page, and headers or web banners can be made using the CRS department logotypes.
Here are some examples of how the graphic elements of the CRS brand identity can be applied to the web.