mprb visual standards

1

MINNEAPOLIS PARK & RECREATION BOARD

Community Recreation Services Visual Identity Guide

2


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.

3

CONTENTS

type.............................................4

logotype......................................8

color..........................................11

graphic elements.......................16


4type


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.

5


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)

6


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.

7


APPLICATION OF TYPE TO LOGOTYPE

PROGRAMDESCRIPTION


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

8


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.


gradient MPRB logotype

black MPRB logotype

white MPRB logotype

9


logotype

EXISTING LOGOS WITH MPRB LOGOTYPE


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.

&



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


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




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.


Volunteers

Rec Plus+Youthline

Adult SportsYouth SportsTeen Teamworks

paper samples

12

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


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.

13


COLOR APPLICATION: MPRB LOGOTYPE





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







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.


15color


COLOR APPLICATION: CRS PROGRAM LOGOTYPE







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


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


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



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


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.

19


GRAPHIC ELEMENTS: APPLICATION EXAMPLES (CONT’D)


graphic elements



20

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

Water Resources

Gardens & Natural Areas

Grounds Maintenance

Public Safety

Support Our Parks

Foundation

People for Parks

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





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.

mprb visual standards

Documents

n o p q r s t u v w

arial bolda b c d e

itc lubalin graph family

bold itc lubalin graph

minneapolis community

slab serif typeface

san serif typeface

supplementary typeface