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MI LWAUKEE

WISCONSIN

IDENTITY SYSTEM MANUAL


TABLE OF CONTENTS

1 Problem Statement 2 Iterations 3 Versions of the Mark 4 Mark Usage 5 Typeface 6 Branding 7 Colophon 8 Contact Information 9

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PROBLEM STATEMENT

In order to combat the disparities that plague Milwaukee the ‘See all, Say none’ mark portrays two African Americans whose voices have been taken away or silenced (via tape). A play on the popular slang phrase ‘snitches get stiches’, the mark capitalizes on the phrase through the characters intended emotion and ‘street art’ color scheme. Emotion is expressed through the astute and saddened eyes of the symbol and overall understanding of ones reality is derived. In testament to my own experience in the city, the Black voice has been suppressed in distinctly segregated neighborhoods where violence occurs and one cannot express themselves in fear of retaliation of gangs labeling one as a ‘snitch’. The system (i.e. police) oppresses this voice with the lack of a response in all, ignoring the violent nature of low-income/redlined neighborhoods in an extremely segreated urban city.

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PREVIOUS ITERATIONS

PREVIOUS ITERATIONS

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MILWAUKEE WISCONSIN

MILWAUKEE WISCONSIN

HOME OF THE SYSTEM

CITY OF THE SILENT VOICE

MILWAUKEE

MILWAUKEE WISCONSIN

MILWAUKEE HOME OF THE SYS TEM

HOME OF THE SYSTEM

MILWAUKEE

WISCONSIN

THE FRUITS OF AMERICANISM

MILWAUKEE WISCONSIN LOOSE LIPS, LOOSE CLIPS

Moving from the concept purely based on incarceration the mark evolved to the general and more literal depiction of opression throughout the entirety of Milwaukee.

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MARK, BLACK AND WHITE

MILWAUKEE WISCONSIN

MILWAUKEE WISCONSIN

In order to be produced more easily the one color variant is the first available alternative to the two color preferred use of the mark. Also, the one color variant is to be used whenever a conflicting color or dissapearance of detail is noticed within the intended two color version. Additionally a multi-gender representational mark is created and made to create inclusion of a larger audience which exist within Milwaukee, Wisconsin.

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MARK, COLOR

MILWAUKEE WISCONSIN

MILWAUKEE WISCONSIN

This is the correct display and version of the mark. The mark should be used on a black surface with inks hot pink, and pale greeen. Any additional colors SHOULD NOT be used in the mark. The logo should never be seperated from the symbol, meaning ‘Wisconsin’ and ‘Milwaukee’ should never be removed from the symbol in whole or partially.

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TABLE OF COLOR CONTENTS

PMS 806 C C 0 M 86 Y 47 K 7 R 237 G 34 B 125 HEX #ED227D

PMS 2253 C C 28 M 9 Y 26 K 0 R 185 G 206 B 190 HEX #b9cebe

Hot pink is the color of the mark, and should be used accordingly. The pink was chosen because of its neon and night life connotations. Pale green acts as a calm neutralizer to the extremely vibrant pink of the mark. The two should always be used within the color version of the mark.

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TYPEFACE

FUTURA BOLD

Aa Bb Cc 1234567 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()?/;:’”,.<>[]{}

The primary typeface, Futura Bold, is used within the logo component of the mark and is the only typeface that should be used when reproducing the mark.

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MARK USAGE 0.375”

MILWAUKEE WISCONSIN SEE ALL, SAY NONE 0.25”

SPACING: The Spacing of the logo’s elements should never change. ALWAYS Include atleast 0.375” x 0.25” margin around the mark in order to allow proper breathing room for the design. The black backdrop of the mark should never be lower (tighter) than these requested margins. If slogan is removed apply same margins to the new area.

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MILWAUKEE WISCONSIN

MILWAUKEE WISCONSIN

MILWAUKEE WISCONSIN

MILWAUKEE WISCONSIN

MILWAUKEE WISCONSIN

MILWAUKEE WISCONSIN

Do NOT remove mark from

Do NOT change the color

Do NOT squish mark in

the black background.

of mark to any other than

anyway, reducing quality

those given.

and details within the mark

MILWAUKEE WISCONSIN

MILWAUKEE WISCONSIN

MILWAUKEE WISCONSIN

MILWAUKEE WISCONSIN

MILWAUKEE WISCONSIN

MILWAUKEE WISCONSIN

Do NOT fill mark with

Do NOT place mark on

Do NOT change the font

any colors reducing the

abstract textures or patterns

style, justification, or weight

intended details of mark.

reducing legibility of mark.

used in the original logo.

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LETTERHEAD

MILWAUKEE WISCONSIN SEE ALL, SAY NONE

Milwaukee City Hall 200 East Wells Street Milwaukee Wisconsin 53202.

Telephone. 414.286.21200

Hours Monday-Friday 7:00am - 5:00pm

To utilize the entirety of the letterhead one must have access to color printing and print the proper colors to represent the thematic intent behind the marks design.

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MILWAUKEE WISCONSIN SEE ALL, SAY NONE

December 2, 2017 2756 North 55 Street Milwaukee, Wisconsin 53210

Greetings Milwaukee Resident,

A In order to combat the disparities that plague Milwaukee, Wisconsin the ‘See all, Say none’ mark portrays two African Americans whose voices have been taken away or silenced (via tape). A play on the popular slang phrase ‘snitches get stiches’, the mark capitalizes on the phrase through the characters intended emotion and ‘street art’ color scheme. Emotion is expressed through the astute and saddened eyes of the symbol, the discontent and overall understanding of ones reality is derived. In testament to my own experience in the city, the Black voice especially has been suppressed in distinctly segregated neighborhoods, where violence occurs and one cannot express themselves in fear of retaliation of local gangs labeling one as a ‘snitch’. On the other hand, the system (i.e. police) oppresses this voice with the lack of a response in all, essentially ignoring the violent nature of low-income/redlined neighborhoods in an extremely segreated urban city.

Thank you, Milwaukee, Wisconsin.

Milwaukee City Hall 200 East Wells Street Milwaukee Wisconsin 53202.

Telephone. 414.286.21200

Hours Monday-Friday 7:00am - 5:00pm

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BUSINESS CARDS

MILWAUKEE WISCONSIN SEE ALL, SAY NONE

200 East Wells Street Milwaukee Wisconsin 53202. Telephone. 414.286.21200 Hours Monday-Friday 7:00am - 5:00pm

The business card is a standard format measuring 2” by 3.5” and is oriented vertically. On one side the mark with slogan can be found, and on the reverse the users contact information.

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STATIONARY

MILWAUKEE WISCONSIN 200 East Wells Street Milwaukee Wisconsin 53202.

#10 ENVELOPE (8.5” X 11”)

MILWAUKEE WISCONSIN 200 East Wells Street Milwaukee Wisconsin 53202.

MAILING LABEL (4” X 5”)

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BRANDED MATERIALS

Pole Banners are intended to publicise the mark and message throughout the entirety of the town. Placed on Double Set 36â&#x20AC;? banners representing both variants of the mark. Following the banners are a set of brand materials for promotional use, to be purchased in support of the overall intended message.

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HOODIE

TAGGING CANS

MUG

TAGGING MASK

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PLASTIC BAGS

CUSTOM HEADPHONES


MILWAUKEE WISCONSIN

MILWAUKEE WISCONSIN

Digital screens formatted specifically for iPhone users.

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MILWAUKEE WISCONSIN

SEE ALL, SAY NONE

Contrasting the usual idea of cop cars representing the ideals of security and safety with the underlying theme of the mark this application serves as a stark and satircal comparison of Milwaukee's detachment from this norm.

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COLOPHON

This mark was designed by Dante Nash for the city of Milwaukee Wisconsin. The mark should not be used for any manner besides marketing and promotion of the city of Milwaukee Wisconsin. This mark is protected under copyright and may not be used without consent of the designer.

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TABLE OF CONTENTS

MILWAUKEE WISCONSIN Milwaukee City Hall 200 East Wells Street Milwaukee Wisconsin 53202 Telephone 414.286.21200 Hours 22 Monday–Friday 7:00am–5:00pm

Milwaukee  

Develop an identity system for my home town Milwaukee Wisconsin.

Milwaukee  

Develop an identity system for my home town Milwaukee Wisconsin.

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