RESEARCH BRANDING GUIDE MOCK UPS
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1 VISUAL IDENTITY
2 RESEARCH BRANDING GUIDE MOCK UPS
3 RESEARCH ABOUT GOALS TARGET AUDIENCE VISUAL LANDSCAPE WORDLIST IDENTITY GOALS DIRECTIONS: FORWARD CULTURED FRIENDLY PRELIMINARY LOGOS OneCity is a platform for service-oriented campaigns that spin out of SF.Citi. SF.Citi is a San Francisco organization created to leverage the power of the technology community around civic action in San Francisco. SF.Citi supports innovative policies and works collaboratively with government to find new solutions to historic problems facing San Francisco, and consolidate a voice in promotion of tech sector interests and growth.
4 RESEARCH ABOUT GOALS TARGET AUDIENCE VISUAL LANDSCAPE WORDLIST IDENTITY GOALS DIRECTIONS: FORWARD CULTURED FRIENDLY PRELIMINARY LOGOS Our goal is to bring together tech and schools and move forward as OneCity. Create a strategy using #OneCity to unify culture and technology. Sign up to join the program Sign up to volunteer Follow SF.Citi Share the campaign
5 RESEARCH ABOUT GOALS TARGET AUDIENCE VISUAL LANDSCAPE WORDLIST IDENTITY GOALS DIRECTIONS: FORWARD CULTURED FRIENDLY PRELIMINARY LOGOS
6 RESEARCH ABOUT GOALS TARGET AUDIENCE VISUAL LANDSCAPE WORDLIST IDENTITY GOALS DIRECTIONS: FORWARD CULTURED FRIENDLY PRELIMINARY LOGOS
7 RESEARCH ABOUT GOALS TARGET AUDIENCE VISUAL LANDSCAPE WORDLIST IDENTITY GOALS DIRECTIONS: FORWARD CULTURED FRIENDLY PRELIMINARY LOGOS A E Growth O Support Affordable Education Organization Ambitious Ease H T Engage Health P Technology B Encourage Participate Trust Bottom-up Enduring I Problem solving Events Impact-focused Prosperity U C Excite Inclusive Possibilities Ubiquitous Campaign Information Unify Change F Intimate R Community Forward-looking Innovate Reduce Anxiety V Concise Friendly Involved Volunteer Convergence Inviting S Viral Collective action G Initiative Schools Culture Good Faith Service W City Grassroots M Social Warming Civil Genuine Meaningful Solutions Goals Motivate Smarter
8 RESEARCH ABOUT GOALS TARGET AUDIENCE VISUAL LANDSCAPE WORDLIST IDENTITY GOALS DIRECTIONS: FORWARD CULTURED FRIENDLY PRELIMINARY LOGOS Excite and engage students about tech and related industries. Motivate students to get excited about tech to build their skills and craft. Students will have skills to become part of the workforce of today and the future. Reduce anxiety and store trust with locals. Unify and foster a forward community. Starts off with education, but can branch off into more sectors in the future like housing, homelessness, healthcare, political engagement etc...
9 RESEARCH ABOUT GOALS TARGET AUDIENCE VISUAL LANDSCAPE WORDLIST IDENTITY GOALS DIRECTIONS: FORWARD CULTURED FRIENDLY PRELIMINARY LOGOS FORWARD Unity Friendly Trust Technology Lowercase or all caps Uses gestalt system to unify different sectors as a family Sans Serif Italics Wordmarks Symbols Extra Notes Gestalt allows brand to provide different branches under an umbrella of similiar visual elements. Symbols establish a relation between the name and image.
10 RESEARCH ABOUT GOALS TARGET AUDIENCE VISUAL LANDSCAPE WORDLIST IDENTITY GOALS DIRECTIONS: FORWARD CULTURED FRIENDLY PRELIMINARY LOGOS CULTURED Social Culture Trust Technology Lowercase or all caps Scripts Slab Serifs Uses texture or pattern Handwritten quality Badges Extra Notes Signature scripts evoke an timeless sense of personal affiliation. Heraldic badges create a sense of assertiveness and belonging. Style is a reason to affiliate and feels local.
11 RESEARCH ABOUT GOALS TARGET AUDIENCE VISUAL LANDSCAPE WORDLIST IDENTITY GOALS DIRECTIONS: FORWARD CULTURED FRIENDLY PRELIMINARY LOGOS FRIENDLY Unity Excite Educate Technology Lowercase Sans Serif Slab Serif Round Elegant Linecraft Extra Notes Signature Lowercase reads casual and approachable.
12 RESEARCH ABOUT GOALS TARGET AUDIENCE VISUAL LANDSCAPE WORDLIST IDENTITY GOALS DIRECTIONS: FORWARD CULTURED FRIENDLY PRELIMINARY LOGOS
13 RESEARCH BRANDING GUIDE MOCK UPS
14 BRANDING GUIDE MASTER LOGO CLEAR SPACE INCORRECT USAGE COLOR PALETTE TYPOGRAPHY Two divergent points converge to form a perspective of the OneCity we live in. The lines above and below the wordmark represent solidarity, the present moment, and a commitment to change. Clear Convergence City
15 BRANDING GUIDE MASTER LOGO CLEAR SPACE INCORRECT USAGE COLOR PALETTE TYPOGRAPHY Four different color ways of the One City logo have been created for maximum readability in a variety of applications Full-color 2. Greyscale 3. 1-color (Orange) 4. 1-color (Black) 4
16 BRANDING GUIDE MASTER LOGO CLEAR SPACE INCORRECT USAGE COLOR PALETTE TYPOGRAPHY The OneCity logo should always be confined by a minimum area of clear space. Visual elements should never enter the isolated area; like text, headlines, and graphics. This area is defined by the width of a white rule on all sides
17 BRANDING GUIDE MASTER LOGO CLEAR SPACE INCORRECT USAGE COLOR PALETTE TYPOGRAPHY Enforcing the correct use of the logo is vital to OneCity s identity. These guidelines help construct consistency Don t manipulate the colors 2. Don t crop the logo Don t add any glow effects 4. Don t place it on vibrating background colors 5. Don t emboss and bevel 6. Don t outline 7. Don t add drop shadows 8. Don t place it in any awkward boxes 9. Don t move type in the emblem 10. Don t change the kerning or tracking Don t manipulate the order of elements 12. Don t change the orientation 13. Don t stretch or squeeze
18 BRANDING GUIDE MASTER LOGO CLEAR SPACE INCORRECT USAGE COLOR PALETTE TYPOGRAPHY Color is an effective and powerful method for visual association. Aesthetically we represent and associate with the SF Citi brand by using their signature warm color palette. HEX #e86f00 RGB CMYK HEX #c45800 RGB CMYK HEX #f7f7f7 RGB CMYK Orange links back to SF.Citi Warm and inviting High visibility In heraldry, orange symbolizes strength and endurance HEX # RGB CMYK
19 BRANDING GUIDE MASTER LOGO CLEAR SPACE INCORRECT USAGE COLOR PALETTE TYPOGRAPHY Typography reflects the tone and voice of the brand. OneCity s typography reflects modernism and strength and keeps a balance of contrast and legibility. Gotham is clear, assertive, friendly, confident, and direct, that reads instantly. Its neutrality transcends time and will always feel familiar Proxima Nova pairs well with Gotham with it s hybrid elements of humanistic proportions and a geometric aesthetic GOTHAM Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz ~ # $ % ^ & * ( ) - = + { } [ ] \ / : ; < >,. Used in logo Proxima Nova Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz ~ # $ % ^ & * ( ) - = + { } [ ] \ / : ; < >,. Used for text
20 BRANDING GUIDE MASTER LOGO CLEAR SPACE INCORRECT USAGE COLOR PALETTE TYPOGRAPHY To keep things balanced and consistent, the following typographic hierarchy can be a signature of OneCity across different medias. MAIN HEADLINES. MAIN HEADLINES PROXIMA NOVA REGULAR ALL CAPS Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus commodo semper aliquam. Vestibulum a facilisis nulla, id feugiat diam. Cras tempus ullamcorper tempor. Donec erat nulla, euismod sit amet lorem non, mollis luctus purus. Donec vitae auctor nisl. Phasellus et faucibus turpis. INTRO TEXT PROXIMA NOVA LIGHT Sentence case Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus commodo semper aliquam. Vestibulum a facilisis nulla, id feugiat diam. Cras tempus ullamcorper tempor. Donec erat nulla, euismod sit amet lorem non, mollis luctus purus. Donec vitae auctor nisl. Phasellus et faucibus turpis. Pellentesque vitae erat egestas, auctor risus vitae, tristique libero. Donec fringilla molestie justo et ullamcorper. Quisque eleifend sed sapien eu ultricies. Aenean at tristique leo. Sed sit amet bibendum risus. Morbi suscipit nec magna sit amet cursus. Sed ac consectetur ligula. Phasellus placerat luctus tellus nec tempor. Integer ut lorem sit amet ante aliquam eleifend. Integer hendrerit libero sit amet eros cursus, et mollis justo laoreet. BODY TEXT PROXIMA NOVA THIN Sentence case
21 RESEARCH BRANDING GUIDE MOCK UPS
22 MOCK UPS STATIONERY APPAREL ENVIRONMENTAL SIGNAGE SOCIAL MEDIA ASSETS: FACEBOOK TWITTER YOUTUBE TUMBLR INSTAGRAM Beautiful stationery can make all the difference in the success of branding and brand engagement. Something visually impressive could be a overprint spot-uv where certain parts are reflective (like the logo and text)
23 MOCK UPS STATIONERY APPAREL ENVIRONMENTAL SIGNAGE SOCIAL MEDIA ASSETS: FACEBOOK TWITTER YOUTUBE TUMBLR INSTAGRAM Beautiful stationery can make all the difference in the success of branding and brand engagement. Here are some other examples of how the logo would be printed on different materials like letterpress, cardboard, silver, and gold stamped
24 MOCK UPS STATIONERY APPAREL ENVIRONMENTAL SIGNAGE SOCIAL MEDIA ASSETS: FACEBOOK TWITTER YOUTUBE TUMBLR INSTAGRAM Beautiful stationery can make all the difference in the success of branding and brand engagement. Other possible applications
25 MOCK UPS STATIONERY APPAREL ENVIRONMENTAL SIGNAGE SOCIAL MEDIA ASSETS: FACEBOOK TWITTER YOUTUBE TUMBLR INSTAGRAM The OneCity logo can be screen printed on shirts for male and females which may increase conversation. Drive awareness May present a URL on the back of the shirt to drive to the One City web site.
26 MOCK UPS STATIONERY APPAREL ENVIRONMENTAL SIGNAGE SOCIAL MEDIA ASSETS: FACEBOOK TWITTER YOUTUBE TUMBLR INSTAGRAM Environmental signage conveys a message and allows OneCity to brand themselves between architecture and design.
27 MOCK UPS STATIONERY APPAREL ENVIRONMENTAL SIGNAGE SOCIAL MEDIA ASSETS: FACEBOOK TWITTER YOUTUBE TUMBLR INSTAGRAM Environmental signage conveys a message and allows OneCity to brand themselves between architecture and design.
28 MOCK UPS STATIONERY APPAREL ENVIRONMENTAL SIGNAGE SOCIAL MEDIA ASSETS: FACEBOOK TWITTER YOUTUBE TUMBLR INSTAGRAM Facebook is a powerful tool to share media and foster conversation. Create a fan page We can post statuses of press and articles, ways to get involved, and to donate Under About, we can include links to our other online presences
29 MOCK UPS STATIONERY APPAREL ENVIRONMENTAL SIGNAGE SOCIAL MEDIA ASSETS: FACEBOOK TWITTER YOUTUBE TUMBLR INSTAGRAM Twitter is another great channel to rapidly broadcast short 140-character messages and to create conversation. Theme Color: #e87000 We can link back to our other online presence Having a microblogger/minijournalist would be very valuable
30 MOCK UPS STATIONERY APPAREL ENVIRONMENTAL SIGNAGE SOCIAL MEDIA ASSETS: FACEBOOK TWITTER YOUTUBE TUMBLR INSTAGRAM YouTube allows people to upload, watch, and share videos to generate dialogue. We can link back to our other online presence More than 1 billion unique users visit YouTube each month
31 MOCK UPS STATIONERY APPAREL ENVIRONMENTAL SIGNAGE SOCIAL MEDIA ASSETS: FACEBOOK TWITTER YOUTUBE TUMBLR INSTAGRAM Tumblr is a popular microblogging that allows you to easily post video, audio, words, photos, and videos; very popular and trending among youth of America. Custom themes supported We can link back to our other online presence The site has generated close to 24,000 meetups Of all the unique visits in the U.S., California accounts for 16.75%. OneCity can share all media like videos, audio, articles, quotes, and photos.
32 MOCK UPS STATIONERY APPAREL ENVIRONMENTAL SIGNAGE SOCIAL MEDIA ASSETS: FACEBOOK TWITTER YOUTUBE TUMBLR INSTAGRAM Instagram is a beautiful way for us to communicate with visual conversation on a vast, young user base, social scale. We can link back to our other online presence The value of IG lies in the heavy imagery and short 15-second videos We can tag companies and people from our OneCity journey around the world
33 THANK YOU FOR VIEWING
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