LPV Project Book

Page 1


1

Martin Luther King Blvd

Crenshaw Blvd

4

Stocker St Degnan Blvd

r St Stocke 2

3

3

2

43rd St

43rd Pl

2 2 1 4

1 7 8 4

3 2

3

Leimert Plaza Park

6 Crenshaw Blvd


1

1

43r dS t 5

Vernon Ave

Le

rt ime

Boy with Hot Dog United We Stand At The Crossroads The Elixir Leimert Park Gateway

d Blv

5

1 2 3 4

ARTS + CULTURE Museum of African American Art Museum in Black Vision Theater World Stage

1 2 3 4 5 6 7 8

SHOPPING Eso Won Books Farmer’s Market Fashion Afrique Kumasi Gift Shop New Orleans Market Nobody Jones Boutique Sika Jewelry Zambezi Bazaar

1 2 3 4 5

DINING 5th Street Dick’s Coffee Shop Ackee Bamboo Jamaican Cuisine Earlz Grille M&M’s Soul Food Phillips Barbecue

FUN + ENTERTAINMENT 1 Babe & Ricky’s Inn 2 Maverick’s Flat 3 Regency West COMMUNITY 1 KAOS Network Community Center 2 Lucy Florence Cultural Center


Leimert Park Station Art by Sam Pace for Metro Art Projects


INTRODUCTION

4

1.0 RESEARCH

6 8 12 14

2.0 CREATIVE DEVELOPMENT

1.4 Target Audience Profiles 1.5 Target Persona Samples

16 18

20 22 23 24

2.4 Typography Exploration 2.5 Website Development 2.6 Motion Media Development

25 26 28

3.0 STYLE GUIDE

30 32 34 35 38 39

3.6 Images & Textures 3.7 Brand Voice 3.8 Ad Requirements 3.9 Web Guidelines 3.10 Motion Media Guidelines

40 42 43 44 46

4.0 DESIGN SOLUTIONS 4.1 Print 4.2 Outdoor 4.3 Web

48 50 52 53

4.4 Motion Media 4.5 Apparel 4.6 Merchandise

57 58 60

REFERENCES & IMAGE SOURCES

58

1.1 Strategy 1.2 Client Brief 1.3 SWOT Analysis & Moodboard

2.1 Competitor Logo Survey 2.2 Client Logo Exploration 2.3 Client Logo Development

3.1 Logos 3.2 Logo Requirements 3.3 Logo Treatments 3.4 Color Palette 3.5 Typography


Leimert Park Village [Luh - murt]

A small community in the heart of south Los Angeles with a lot to show for herself but few who know she exists.

4

The Save Leimert Neighborhood Coalition is a grass-roots organization of residents, business owners and artists who live and serve in the community of Leimert Park Village.

Their goal is to change this. This campaign was designed to help.


INTRODUCTION: WHY SAVE LEIMERT PARK VILLAGE

A

small but proud community in the heart of south Los Angeles, Leimert Park Village is the only in its area uniquely devoted to the display of Afrocentric cultures. Affectionately known as just Leimert, Leimert Park, or the Village among locals, it host several historic blocks of restaurants, boutiques, night spots, theaters, museums, art galleries and homes. It has been the core of its community for nearly fifty years as a central location for Black-Americans to live freely and own businesses. After reaching heights in the late 1960s through ‘80s, it had become a haven for those of any race to enjoy great Afro-American art, entertainment and good food. Today however, many have never heard of Leimert Park Village, it is a hidden gem within the massive jungle of Los Angeles. While well deserved, it does not exist in local travel brochures like L.A.’s many other cultural hot spots. And those who’ll come to want to visit, well, their heart may race a little as they approach. Leimert has allowed itself to fall victim over the decades to bad economies, recessions, and city funding cutbacks. Graffiti-strewn streets in the area show visible signs of poverty, drugs, and varying crime rates; desolate buildings still plagued by lasting

effects of the 1992 L.A. Riots. Add that, Leimert is not as busy as it used to be in its heyday, Los Angelenos have a zillion new distractions to hold their attention now, and many original Leimert Park establishments have closed.

As its businesses struggle, L.A.’s city council sees brighter, more tax revenue-generating opportunities for this once bustling community. Centrally located between an international airport and downtown, near Hollywood and USC, it is a prime location for new condos, shopping complexes, and many other modern redevelopments that might ruin its distinct originality. In response, locals have come together to defend their historic community, forming The Save Leimert Neighborhood Coalition (SLNC), a grass-roots organization of

residents, business owners, and artists who live and serve in the community of Leimert Park. Developed in 2006, their primary goals are to inform residents of public and private plans that could alter the character of their community, establish alternate city-planning strategies that strengthen its needs, and organize petitions and rallies for more local government support. Their collective voice is unconvincing however against Leimert’s waning and lukewarm business economy. As long as it continues to fall short of the massive foot traffic it once boasted, and of that of competing neighborhoods, the SLNC will face a constant uphill battle. To help in these efforts comes the Experience Leimert campaign. This book will outline the creative backbone for a citywide campaign that will (a) tell southern California that Leimert Park Village exists, and (b) showcase Leimert’s unique cultural features and benefits. The ultimate goal is to attract more business to the local economy, and to showcase Leimert Park Village as a deserving city landmark. With this focus in the eyes of the city government, the SLNC will be able to effectively communicate how its culturallyrich community, as it stands today, is still valuable to the city and worth saving.

5


RESEARCH 1.1 1.2 1.3 1.4 1.5

Strategy Client Brief SWOT Analysis & Moodboard Target Audience Profiles Target Persona Samples

1

Boy with Hot Dog Mural by Unknown Artist Located at Earlz Grille 4


1

7


1.1 STRATEGY: PUTTING A VILLAGE BACK ON THE MAP Informal interviews conducted throughout the city of Los Angeles testify to the lack of awareness about Leimert Park Village. The city hosts a myriad of other well-known hubs devoted to ethnic cultures–Chinatown, Koreatown, Little India. Other parts of town have their own popular shopping and dining spheres— Santa Monica, Silverlake, Culver City— each supported by an variety of people searching for unique foods, new shopping and enriching entertainment, all potential clientele for Leimert Park Village which has its own wonderful piece of all of the above, unique unto its own cultures and history.

But people don’t eat, shop or play where they’ve never heard of.

The primary focuses of the Experience Leimert campaign are to get the word out about its unique experiences, and to increase visitors and dollars to its struggling economy. But what are the best ways to champion Leimert’s home-style restaurants, safari themed gift shops, and other Afrocentric experiences? Advertise it’s customer-worthy features, benefits and possibilities to an unaware public that could reactivate its economy? Elevate its renowned music and arts scene to the full potential it once knew? The following will outline the planned strategies for just such a mission, as well as the research behind each campaign component.

Step one, Leimert Park Village must establish itself as a brand unto the Los Angeles area. “A brand—clear, compelling and unique—is the foundation that helps to make a place desirable as a business location, visitor destination or a place to call home,” (CEO for Cities, 2006, p.4). In their lecture, Branding Your City, CEO’s for Cities discusses how “development of a brand strategy for a city leverages the features of that place to provide a relevant and compelling promise to at target audience.”

Hollywood is synonymous with the Walk of Fame and the Hollywood sign, while New 8

RESEARCH | STRATEGY

York is also The Big Apple, the Empire State Building. For Leimert Park Village, the Vision Theater will become its Radio City Music Hall... Rick and Babe’s Blues Inn, its Moulin Rouge. Leimert Park Village’s brand strategy will showcase its Afrocentric establishments, a unique collection of such venues truly unique in L.A. It’s brand identity will be the place to go for great entertainment, food and shopping inspired by Black cultures.

Santa Monica has a logo, Culver City and Venice Beach, a logo.


SLNC will feed advertising efforts, but are limited, therefore must stretch far. Ads placed in large papers like the Los Angeles Times would be beneficial, but expensive. Funds will stretch further in small, local papers like the L.A. Weekly or Santa Monica Daily Press, just two of many free or lowcost papers found area bus stops and cafes each morning. Billboards, because of their immobility, will be more strategically placed in and around competiting neighborhoods, “fishing where the fishing is good,” as George Felton notes when discussing demographics (Felton, 2006, p.32). They are displayed on their buses, proud business windows, and tourist postcards. Leimert Park Village will require a bold and recognizable logo to be used in its advertising. Renowned design firm, Capsule identifies three essential criteria for designing a noticeable and memorable logo: (a) Simplicity, which equals strength; (b) Uniqueness, to establish visual separation; and (c) Metaphoric Symbolism, to tell the brand’s story (Capsule, 2007, p.59-64). The new Leimert Park Village logo will capture simplicity in just the use of its name, utilizing a bold yet sans serif font type to both shout, Here I am, yet in a friendly voice. The creation of a signature graphic will then add the Metaphoric element and showcase Leimert’s cultural identities which, until popular again, will not be recognized by its name alone.

Together then, these eye-demanding details will embrace Uniqueness, embodying the attitude of Leimert Park as a village—global, friendly, artistic—and guaranteeing that its autograph stands out amongst the competition.

Campaign print advertising will focus on local then national publications, as well as citywide poster and billboard ads assigned throughout Los Angeles and on its public transportation. The small city funding and assorted donations collected by the

They will directly target patrons of similar establishments to Leimert Park Village with their language and tone capturing the voice of the ad’s subject, inviting the viewer to try something new in Leimert Park Village instead. Its imagery will not only sell the Village’s personality to targeted onlookers, but direct their readily available smart phones and tablets to the official client website for details. Posters placed at city bus stops and subway corridors will capture the targeted eyes of public transportation patrons, yet nothing will get the word out as effectively, and cost-effectively, as these ads on the transportation itself.

9


In a county that covers 88 cities, 4,079 square miles, and a population of almost 10 million L.A. Metro transportation represents a powerful opportunity–far reaching, mobile advertising that only needs to be paid for once and will broadcast all day long, covering a large metropolitan area.

Just as in reaching out to the ever-present villagers of L.A., Leimert will also regain its popularity as by embracing the nonnatives.

L.A.’s tourism industry served more than 28 million visitors in 2010, spending $14.1 billion just on leisure alone (DiscoverLosAngeles.com, 2010). Yet Leimert’s barely a whisper, if mentioned at all, in tourist-devoted websites and printed travel guides. Tourist-focused ads will be placed in relevant travel media, and a brochure will be designed for distributed to California hotels, tourist centers, and local AAA offices, including their popular state TourBook.

10

RESEARCH | STRATEGY

The Leimert Park campaign must introduce a long and overdue website, its purpose to bridge the virtual information gap between the Village and its public. Like a town square, its main page can bring the many experiences of Leimert together into one hub, and then like roads leading outward,

link its visitors to customized pages for each business, or Leimert’s history, its local news and upcoming events. There will be opportunities to sign up for newsletters and RSS feeds, or to purchase merchandise and tickets for upcoming festivals.

This site will also carry visitors to freshly, revamped social sites for the Village. Fouts remarks on how “social media channels are perfect for grassroots organizers to quickly create buzz and find their following,” in her book Social Media Success!, exactly what the SLNC wants to achieve (Fouts, 2009, p.125). She also provides the practicals for how anyone can capitalize on the Facebooks of the World Wide Web and elevate any business, and the Experience Leimert campaign will utilize many of these techniques to see that its revitalized social sites maximize their full capabilities.

Lastly along the lines of promoting its value, Leimert Park Village will utilize its new logo on a line of exclusive official merchandise. For sale on the new site, local shops and events first, these might include reusable shopping bags for the farmer’s market, I (heart) Leimert water bottles and car decals, dashiki-themed T-shirts, baseball caps, and the like.


Exclusive music, art, and posters designed by local Leimert Park Village artists and residents will also be organized and produced for fundraising efforts, proceeds of which will supplement Leimert’s limited city funding and support further growth and advertising efforts.

of Leimert Park will also have a more promising position in the eyes of the city council. Now able to match the popularity of it’s competing neighborhoods, the SLNC will have renewed the value of this forgotten historic monument, finally able to achieve its preservation goals. Those who did not know about Leimert Park will have a new place to experience within their reach, and Leimert’s residents will have a more celebrated and prosperous version of their community to again be proud of.

The Experience Leimert campaign is designed to cover a three-year span, increasing visitors and business within the community by 200% over its course. Its an ambitious but attainable goal that will be measured by monitoring a large group of local participating businesses and events that will report annual business receipts and visitor ticket sales to confirm their progress.

Each year, the campaign will reprioritize to promote where its additionally needed. As business in Leimert Park Village surges again, its new popularity should not only increase, but attract new businesses to the now empty storefronts that have been lying dormant for just this opportunity. At the finish line, the little hidden gem

11


1.2 CLIENT BRIEF

SAVE LEIMERT NEIGHBORHOOD COALITION Grass-roots organization of residents, business owners, and local artists that support Leimert Park Village. Their primary goals are to: EDUCATE the locals about various private and public planning activities underway that might alter the character of its historic community ESTABLISH alternate planning strategies that will also help strengthen the community development and economy ORGANIZE residents and business owners to petition and rally the City of Los Angeles in support of community initiatives

12

RESEARCH | CLIENT BRIEF

MAKE LEIMERT PARK VILLAGE A LOS ANGELES LANDMARK by completing a city-wide marketing campaign that will showcase its unique cultural experiences and increase visitors and business sales within the area, elevating its popularity to that of its competing L.A. area hot spots.

THE ONLY AREA IN LOS ANGELES THAT is uniquely devoted to the celebration of Afrocentric cultures, displayed through its collection of art and museum galleries, entertainment venues, boutique shops, restaurants and various cultural events.


THE BIG HAIRY GOAL is to spread the word about Leimert Park Village's uniqueness as a must-visitexperience, increasing visitor traffic and business by 200% in the first three years SUCCESS will be measured in monitoring participating businesses and community events, as well as reporting and categorizing business receipts and ticket sales over the first three years

TO AROUSE INTEREST IN all that Leimert Park Village has to experience TO DRIVE TRAFFIC TO the Leimert Park Village website for upcoming events, social use, news and business sales TO INSPIRE THE PUBLIC TO visit a Leimert Park Village restaurant, shop or experience that weekend

13


1.3 SWOT ANALYSIS . STRENGTHS. WEAKNESSES OPPORTUNITIES. THREATS.

It is uniquely devoted to its Afrocentric roots, providing a rich cultural experience unequal in any other part of the city

The SWOT grid and moodboard reflect these characteristics for Leimert Park Village as it stands today, and all of which the campaign would need to either emphasize, optimize , capitalize, or vaporize.

Strong leadership, vocal with city council and actively expressing needs for more funding, change and economic growth An existing customer base that is strong and already established Regularly hosts neighborhood pride and beautification projects Historic landmarks, great food and outdoor activities

Central to public transportation traffic with additional possibility of its own Metro Rail stop between downtown and int’l airport Celebrity residents and frequenters to draw interest and prestige Community members of non-African descent pose opportunity for joint cultural events and celebrations Local radio stations that already promote and host events in the area also hold the ear of Los Angeles listeners who represent various ages backgrounds

14

RESEARCH | SWOT ANALYSIS & MOODBOARD

Reputation of surrounding South L.A. is a lingering one of crime, violence, drugs and poverty Lack of city funding has produced city service cutbacks to the area Lack of knowledge about Leimert Park Village by most outside of its immediate neighboring areas Does not exist “on the map” in travel and tourism sectors Limited promotions and advertising for its community events, business and cultural entertainment

Popular tourist destinations and more favored local hangouts that also represent international cultures and shopping experiences Community members for expansion and modernization which would threaten the originality of the neighborhood Community members that prefer Leimert Park Village as a hidden gem, wanting no new crowds Fast food restaurants and similar franchises which compete with the local small businesses, restaurants and cafes


SWOT MOODBOARD

15


1.4 TARGET AUDIENCE PROFILES

16

RESEARCH | TARGET AUDIENCE PROFILES


17


1.5 TARGET PERSONA SAMPLES Ladera Heights, CA

AGE: 32 EDUCATION: College Grad OCCUPATION: Manager, IT Technology SALARY: $73K FAMILY: Single, not dating. No pets. SOCIAL LIFE: Eats out, Visits family, Dances, Records his favorite sports and dramas, Travels SOCIAL MEDIA: Keeps up with friends and family on Skype and Twitter, Reads online news CULTURAL: Music, Film, NPR radio, Has many musician and artist friends POLITICAL: Democrat; Votes in every local, state and presidential election PERSONAL VALUES: Donates to charity at holidays and for world disasters CLUBS/ TRIBES: Drinks Starbucks daily, His company Blackberry holds his life FAITH/ RELIGIOUS BELIEFS: Believes in God, Raised in a church environment BACKGROUND: Joe is a first-generation American. His parents are immigrants, proud that he is the first in their family to graduate from college. Distant family visits often and he’ll take them around town to all of the popular tourist spots. Joe travels a lot for work, his job takes him to Europe and Asia, helping to develop new software and technology for their company and affiliates. Joe takes advantages of these short business trips by cramming in as much local flavor as possible, bringing back local music and candy for his nieces and nephews; he saves sleep for the plane trip back. Joe enjoys all kinds of music and still buys vinyls; he was turned on to these by the collection of Jazz and R&B records that his uncle left him. Joe is a night owl and

18

RESEARCH | TARGET PERSONA SAMPLES

hangs out with his boys at their favorite night spots, dancing or eating, occasionally they’ll go bowl at the Lucky Strike, or watch Soccer at the local bar. On the weekends that he doesn’t travel, he might walk to Starbucks with his laptop and surf what’s going on in the world. He’ll also check out his favorite sports teams. He always gets a grande drip of their daily flavor, no sugar or cream. Joe has heard of Leimert Park Village, and remembers hearing they had a couple of Jazz spots and some good restaurants. He knows he’ll check them out one of these days, maybe take a date.


Santa Monica, CA

AGE: 28 EDUCATION: College Grad OCCUPATION: Elementary School Teacher SALARY: $52K FAMILY: Single with boyfriend; Owns a dog and cat SOCIAL LIFE: Jogs, Walks, Travels locally SOCIAL MEDIA: Twitter and Yelp for local events, Keeps up with friends on Facebook CULTURAL: Keeps iPod current, Reads books and mags on her iPad, Sells jewelry on Etsy POLITICAL: Liberal beliefs PERSONAL VALUES: Believes in education, Donates to children’s charities, Volunteers CLUBS/ TRIBES: Experiments with new tea flavors, Loves to cook, Is in a hiking club FAITH/ RELIGIOUS BELIEFS: Spiritual but not religious, Believes in being compassionate BACKGROUND: Jill is native to Los Angeles A people person, she enjoys spending time with her friends and family and cooking for them at home, usually with fresh ingredients that she’s bought each week. Jill has an 8-year-old Labrador that she’s raised since a puppy; he keeps her company when her boyfriend is away for work. When she takes him for walks each afternoon, she listens to her favorite tunes on her iPod. Mostly fond of soft pop, alternative, and anything soulful, her favorite artists are Adele, Leona Lewis, and Beck. In high school, Jill thought she’d be an actress but quickly discovered she wasn’t good at it. Instead she now checks out local theatrical productions in her neighborhood. Her Netflix queue primarily consists of comedies and period

romances. Jill was raised by teachers and is now one herself. She likes discovering new things each weekend that she can share with her class and blog about. She keeps a blog documenting everything from the antics of her 5th grade class to her weekend escapades with her boyfriend. They can be found anywhere up and down the California coast, camping in Joshua tree, or snowboarding somewhere mountainous in the winter. Jill blogs about someday travelling to each of the five other populated continents. While her blog doesn’t get the greatest amount of hits, she has a small loyal fan base and it’s one of the many creative outlet that she enjoys. Jill has never heard of Leimert Park Village.

19


20


CREATIVE DEVELOPMENT 2.1 2.2 2.3 2.4 2.5 2.6

United We Stand Mural by Unknown Artist Located at Eso Won Books

Competitor Logo Survey Client Logo Exploration Client Logo Development Typography Exploration Website Development Motion Media Development


2.1 COMPETITOR LOGO SURVEY When it comes to sizing up the competition, Los Angeles, CA poses some pretty mean threats in the way of tourist destinations and popular local spots, who

22

themselves don’t require anything fancy in the way of a logo. Perhaps none at all, because they are well known without. The challenge in designing a logo for Leimert

CREATIVE DEVELOPMENT | COMPETITOR LOGO SURVEY

Park Village came with the question of how to make it stand out on its own and far outshine these other popular stars in a land where everyone is seeking to be famous.


2.2 CLIENT LOGO EXPLORATION Creating a stand-out logo that would set Leimert apart took a lot of careful consideration, as well looking at existing companies and brand, both to see what

worked well, and what could potentially fail. The brightest of the group always tended to favor color, bold fonts, and a signature graphic. These are a glimpse at

some of the design inspirations that led to the new campaign logo. Image Criteria: Afrocentric, Entertaining, Community, Soulful and Friendly.

CREATIVE DEVELOPMENT | CLIENT LOGO EXPLORATION

23


2.3 CLIENT LOGO DEVELOPMENT A look at some of the earliest thoughts and ideas for the final logo show its evolutionary track. The first sketches struggle, the concepts then evolve, until the ball finally got rolling on one single idea and never looked back.

24

CREATIVE DEVELOPMENT | CLIENT LOGO DEVELOPMENT


2.4 TYPOGRAPHY EXPLORATION Fonts explored were tribal, ethnic, earthy, organic, and fun. Typography that might speak about the Village without ever saying a word... Well, figuratively speaking anyway.

CREATIVE DEVELOPMENT | TYPOGRAPHY EXPLORATION 25


2.5 WEBSITE DEVELOPMENT Designing a website from scratch with no experience proved a large challenge, with revisions happening up until the very end. These earliest concepts and inspirational websites show that process. What emerges in the end, as seen in the Designs Solutions section, are an arrangement of pages with a simple, easy-to-follow layout yet also with very needed features, specific to the purpose of each page. The campaign should now inform and connect both visitors and the villagers within more intimately with all there is to experience in Leimert Park Village.

26

CREATIVE DEVELOPMENT | WEBSITE DEVELOPMENT


27


2.6 MOTION MEDIA DEVELOPMENT In the beginning, there were Djembe drums. The sound of many, pulsing in the air on a Sunday afternoon in Leimert Plaza Park. These are what inspired the campaign’s motion graphic. Before the final vision came to be, these early sketches and storyboards depict an animated tour to the beat of Leimert Park Village, led by the spirited graphic Talib, your tour guide for the day.

28

CREATIVE DEVELOPMENT | MOTION MEDIA DEVELOPMENT


This early “teaser” version of the graphic focused on Leimert’s sound only, and less on it’s visuals. Here depicts the pulsing of its drums, accompanied by the incoming Leimert Park Village logo, one vibrating piece at a time. While the intention was mystery, it left more of an unsatisfied desire for more. It evolved into the final spot that there is today, yet not without elements of this original predecessor.

29


3.0 STYLE GUIDE

L INA

L HO

D

P

TEM

830

CE A L P

D ER

IV

R IDE

-

TF O N

N

D

G ESI

3


3

At The Crossroads Mural by Crossroads Academy Located at the Vision Theater

STYLE GUIDE 3.1 Logos 3.2 Logo Requirements 3.3 Logo Treatments 3.4 Color Palette 3.5 Typography 3.6 Images & Textures 3.7 Brand Voice 3.8 Ad Requirements 3.9 Web Guidelines 3.10 Motion Media Guidelines


3.1 LOGOS There are six approved versions of the Leimert Park Village logo: PRIMARY PRIMARY, NO TAG GRAPHIC BLACK & WHITE BLACK & WHITE, NO TAG REVERSED

(1) is preferred while (2) logo may be used when necessary for readability or when space is limited, etc. (3) should only be used when the name of Leimert Park Village is also noted elsewhere, e.g. as art on merchandise. (6) should only be used against black or dark backgrounds where it is fully readable.

32

STYLE GUIDE | LOGOS


33


3.2 LOGO REQUIREMENTS It is important to reproduce the logo in a size that it can be read.

Always allow the minimum amount of clear space around the logo to provide the greatest possible visible impact.

.33 X

1.5 in (38 mm)

.33 X

.33 X

34

STYLE GUIDE | LOGO REQUIREMENTS

X

.33 X


3.3 LOGO TREATMENTS Pictorial backgrounds with a large amount of empty space. For readability, the logo should be placed in the area of empty space: Primary logo on solid light backgrounds:

Reversed logo on solid dark backgrounds, excluding reds and greens:

STYLE GUIDE | LOGO TREATMENTS

35


Primary logo on a dark background:

Removing the strokes in “L.A.” so that it no longer stands out:

36

STYLE GUIDE | LOGO TREATMENTS

Logo on a red or green background:


Stretching, squeezing or manipulating the logo to fit within a desired space:

Logos on a pictorial background with little empty space:

Logos on a patterned background that limits full readability:

37


3.4 COLOR PALETTE The people, the parties, the nature, the history. It’s all in there. When designing with the Leimert Park Village color palette, the following attributes should be considered to best tell its story.

LOGO

38

PMS 123U

PMS 1665U

PMS 1797U

PMS 355U

PMS 2995U

C0 M 24 Y 94 K0

C0 M 68 Y 100 K0

C0 M 100 Y 99 K4

C 94 M0 Y 100 K0

C 90 M 11 Y0 K0

RGB ffc20f

RGB ff5200

RGB f50002

RGB 09ba00

RGB 1ae3ff

FOOD + DINING

STYLE GUIDE | COLOR PALETTE

HISTORY

NATURE + PLAZA PARK

ART + PERFORMANCE

EVENTS + CELEBRATIONS

PEOPLE + COMMUNITY


3.5 TYPOGRAPHY For fun headlines that grab, use Dig Dug as the primary font with Trueblood for subheadings. These might best broadcast the casual or fun affairs typical for singles, families and children. These also both represent the Leimert Park Village logo and tag line.

For those more formal occasions, such as media events, press releases, historical, cultural and professional events, use Poplar STD to make a statement; All caps for headings, lower case for Subheadings. Myriad Pro in a corresponding size or Bold can also be used for subheadings.

Myriad Pro should be used for all body copy.

HEADINGS

DIG DUG, Regular

HEADLINES + SUBHEADINGS

POPLAR STD, Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ;’,./:”<>?

1234567890 !@#$%^&*()-=_+ SUBHEADINGS

TRUEBLOOD, Regular

BODY COPY

MYRIAD PRO, Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ;,./:”<>? 1234567890 !@#$%^&*()-=_+ STYLE GUIDE | TYPOGRAPHY

39


3.6 IMAGES & TEXTURES Images for Leimert Park Village are of the people, places and events that make up its background. Choose images that are vibrant and full of color, preferably intimate close-ups.

40

STYLE GUIDE | IMAGES & TEXTURES


Textures can be used for borders or as transparent backgrounds to web pages or flyers. Along with graphics, they should be Afrocentric or ethnic in nature, can be of organic and natural materials, brightly colored, shiny or earth-toned, depending on what the occasion requires.

41


3.7 BRAND VOICE Much like a neighbor chatting with the friend across the fence, or a customer reminiscing with the coffee shop owner they’ve known for years, the voice of Leimert Park Village is very casual, friendly and can also be entertaining. When speaking for the people of The Village, remember to keep it pleasant, address the listener as you would a good friend, feel free to make them laugh, and don’t forget to smile.

42

STYLE GUIDE | BRAND VOICE


3.8 AD REQUIREMENTS Basic print ads should include large, bold headlines to attract the reader. Images depicting the subject matter should always dominate the ad space. The primary Leimert Park Logo must always be included. The client website address should always be included at the bottom of the ad.

SIZE: 8.5x11 in, 51x60 pica MARGINS: Text: .25 in Images: 0-.25 in, 0-5.5 pica

The African Drum & Dance Circle in Leimert Park Village

COLOR: CMYK FONTS: Headers: Dig Dug or Poplar STD, 48 - 60 pt

Subheadings: Poplar STD, 32-40 pt

Body Copy: Myriad Pro, 14-24 pt Pt size depending on message & space, with 12 pt tracking

www.ExperienceLeimert.com

STYLE GUIDE | AD REQUIREMENTS

43


3.9 WEB GUIDELINES The Leimert Park website serves two primary objectives: Providing visitor will easy access to any information they are seeking to visit Leimert Park Village, and connecting visitors together through social media and story by reflecting the personal side of the Village. STANDARD PAGE SPECS WEBSITE BANNER: 955 x 145 px Font: Poplar STD, 72 pt Navigation links change from white to gold when selected. VERTICAL SIDE NAVIGATION BAR: 125 x 335 px Includes larger, easy-to-see links to key visitor information. PRIMARY FEATURE STORY/IMAGE: 455 x 300 px Text Banner: 455 x 55 px SECONDARY STORY/IMAGE: 290 x 215 px Text Banner: 290 x 50 px TEASER STORY/IMAGE: 170 x 108 px Using the “Popular” section as an example, these images act as a link to pages with the full story and/or details. CONTENT FONTS: Headers: Poplar STD, 24 pt Subheadings: Myriad Pro, 14 pt, caps Copy Text: Myriad Pro, 14 pt Navigation inks: Myriad Pro, 14 pt, caps AD BANNERS: 125 x 288 px (vert.), 290 x 105 px (hor.) Contain teaser copy and links to pages to “Learn More”.

44

STYLE GUIDE | WEB GUIDELINES


These non-standard pages can divert away from the standard home page and layout in several ways: LOCALS

ABOUT

Features updated community news, links and stories. When signed in to the Locals community, it omits the Vertical Side Navigation Bar on all website pages, joins you other LPV friends and businesses online, and can be set up connect to your external social sites without a separate sign-in.

The About section is split in two with a text section on top and visual section below. This example depicts the “Historical Facts” page with all text above and a visual timeline section below. In this example, the “Newsletter” page might replace the timeline section with images only .

45


3.10 MOTION MEDIA GUIDELINES With a focus on online promotion for the client and travel-related websites, motion media for Leimert Park Village should highlight its experiences and visitors enjoying them. Background music should be joyful and in the spirit of Africa or the Caribbean. This storyboard exemplifies the ideal promotion, highlighting a variety of the Village experiences in a fast-paced 30 second spot, set against a lively arrangement of African drums. PLATFORMS: Online and In-Business Promotional Spot DURATION: 15-30 secs DIMENSIONS: 960 x 540 px RESOLUTION: Full square pixel, 29.97 fps (NTSC) GRAPHICS: Vector art RGB color

46

STYLE GUIDE | MOTION MEDIA GUIDELINES


47


10 48

4


4

DESIGN SOLUTIONS 4.1 4.2 4.3 4.4 4.5 4.6

The Elixir Mural by Patrick Henry Johnson Located at Crenshaw & Stocker

Print Outdoor Web Motion Media Apparel Merchandise


4.1 PRINT SAVE LEIMERT NEIGHBORHOOD COALITION Talib Kweli

Event Organizer

(323) 987-5432 talib@experienceleimert.com www.ExperienceLeimert.com

50

DESIGN SOLUTIONS | PRINT


Parade Girl at Brazilian Carnivale in Leimert Park Village

POST CARD

51


4.2 OUTDOOR

52

DESIGN SOLUTIONS | OUTDOOR


4.3 WEB

DESIGN SOLUTIONS | WEB

53


54

DESIGN SOLUTIONS | WEB


55


56

DESIGN SOLUTIONS | WEB


4.4 MOTION MEDIA

DESIGN SOLUTIONS | MOTION MEDIA

57


4.5 APPAREL

58

DESIGN SOLUTIONS | APPAREL


59


4.6 MERCHANDISE

60

DESIGN SOLUTIONS | MERCHANDISE


61


62

Leimert Park Gateway Mural by the Students of Crenshaw High School Located at KAOS Network


Capsule. (2007). Design matters: logos 01: an essential primer for today’s competitive market. Minneapolis, MN: Rockport Publishers, Inc. CEOs for Cities. (2006, March). Branding your city. [Lecture]. Retrieved from http://www.ceosforcities.org/ filesWCEOsforCitiesBrandingYourCity2006.pdf DiscoverLosAngeles.com. (2011, July). Los Angeles tourism statistics 2010 [File]. Retrieved from http://docs.google.com/viewer?a=v&q=ca che:UoVzGkR5nhEJ:discoverlosangeles.com/business-services/research-and-reports/2010tourismfacts.pdf Felton, G. (2006). Advertising concept and copy (2nd Ed.). New York, NY: W.W. Norton & Company, Inc. Fouts, J. (2009). Social media success! Silicon Valley, CA: HappyAbout.info.

All images herein were used solely for comp and educational purposes during the Leimert Park Village project book and campaign creation process. If the client accepts, then the client must purchase the license for: At The Crossroads mural, Owner: Analog Burners blog, Source: http://analog-blog.tumblr.com/post/3902333120/crossroads-academymural-in-leimert-park-south Leimert Park Station art, Owner: Los Angeles Metropolitan Transportation Authority, Source: http://lite.metro.net/about/art/artworks/ leimert-park/#0 Leimert Park supporters, Owner: Dr. Kwaku Person-Lynn, Source: http://www.expoupdate.com/Jan04archive.html Boy with Hot Dog mural, Owner: Mel Melcon, Source: http://opinion.latimes.com/opinionla/2011/05/index.html Zebras for Save Leimert, Owner: Elise Thompson, Source: Source: http://laist.com/2008/07/15/neighborhood_pr_11.php Leimert Park street sign, Owner: bigmikelakers, Source: http://www.flickr.com/photos/bigmikelakers/3894870776/ L.A. Metro Rapid Bus, Owner: LA Wad, Source: http://www.flickr.com/photos/hercwad/3719480347/in/photostream/ Girl on phone and laptop, clipart. Owner: unknown, Source: http://madamenoire.com/130188/organize-your-video-files-with-one-touch/ Triplets watch MLK Jr. Day parade, Owner: Kirk McCoy, Source: http://latimesblogs.latimes.com/lanow/2009/01/the-24th-annual.html

REFERENCES & IMAGE SOURCES

63


Wooden African statues, Owner: Jose Roitberg, Source: http://www.flickr.com/photos/8136098@N05/5603755762/ Round African Mask, Owner: Nicholas Whitaker, Source: http://www.kcet.org/events/2010/08/leimert-park-village-african-art-musicfestival.html Tall African Statue, Owner: Nicholas Whitaker, Source: http://www.kcet.org/events/2010/08/leimert-park-village-african-art-musicfestival.html Tourist with Carnivale girls, Owner: Teri Johnson, Source: http://hellobeautiful.com/892452/travelista-tv-heads-to-trinidad/ Girl with Camel, Owner: unknown, Source: http://media.tumblr.com/tumblr_lxdvwjKTHu1qb53a3.jpg Girl eating barbecue, Owner: Petiteasiangirl, Source: http://www.extrapetite.com/2010/06/life-with-pag-memorial-day-weekend.html Saxophone player, Owner: unknown, Source: http://discoverlosangeles.com/play/arts-music-and-entertainment/concerts/los-angelesjazz-concerts-september-2011.html Happy shopper, Owner: Cristy Lytal, Source: http://www.intersectionssouthla.org/ Male teacher, Owner: unknown, Source: http://blackchristiannews.com/news/2010/06/watch-black-male-teachers-needed.html Joe persona, Owner: R. Gina Santo Maria, Source: http://www.dreamstime.com/stock-photos-african-american-man-image21493353 Jill persona, Owner: Masterfile Corporation, Source: http://www.masterfile.com/search/enlarged.html?img=693-03564696 United We Stand mural, Owner: Kevork Djansezian, Source: http://www.msnbc.msn.com/id/18369703/ns/us_news-life/t/south-centralconfronts-identity-crisis/#.TwaHjEqfAhM Beverly Hills logo, Owner: City of Beverly Hills, CA, Source: https://www.facebook.com/cityofbeverlyhills Chinatown logo, Owner: Chinatown Brasserie, Source: http://www.nyc.com/restaurants/chinatown_brasserie.75644/editorial_review. aspx Hollywood logo, Owner: LSDSL, Source: https://commons.wikimedia.org/wiki/File:Hollywood-Logo.svg Little Korea logo, Owner: Little Korea Restaurant, Source: http://www.restaurant.com/little-korea-la-jolla-korean-mainsite-restaurantpid=37434 Long Beach logo, Owner: City of Long Beach, CA, Source: https://secure2.longbeach.gov/UtilityBilling/UBInternet/Login.aspx

64

REFERENCES & IMAGE SOURCES


Anaheim logo, Owner: City of Anaheim, CA, Source: http://geneautrywayproject.com/ Culver City logo, Owner: City of Culver City, CA, Source: http://ccwalkbike.org/ San Bernardino logo, Owner: City of San Bernardino, CA, Source: http://sbcity.org/ Pasadena logo, Owner: City of Pasadena, CA, Source: http://www.cityofpasadena.net/ Tribal Paintball logo, Owner: Tribal Paintball, Source: http://www.logolounge.com/logo_details.asp?qstr=lhTgog Black Alumni Organization logo, Owner: Black Alumni Organization of the University of Delaware, Source: http://www.logolounge.com/ logo_details.asp?qstr=inTaa Integra Znanja logo, Owner: Integra Znanja, Source: http://www.integra-znanja.hr/ Safari Night logo, Owner: Mariners Church, Source: http://www.logolounge.com/logo_details.asp?qstr=lgRe%60i African American Museum logo, Owner: African American Museum on Dallas, TX, Source: http://octobergallery.com/2012/03/05/theafrican-american-museum-dallas-presents-the-southwest-black-fine-art-show-april-14-15-2012/ Art Fair logo, Owner: Art Fair, Source: http://www.logolounge.com/logo_details.asp?qstr=lkVeii Rosenblum Cellars logo, Owner: Rosenblum Cellars, Source: http://www.logolounge.com/logo_details.asp?qstr=lmUeoc African Tradition logo, Owner: African tradition, Source: http://www.logofaves.com/2008/11/african-tradition/ Ndame Lodge logo, Owner: Ndame Beach Lodge , Source: http://ndamezanzibar.com/ Zion logo, Owner: Lukasz Chelchowski, Source: http://logopond.com/gallery/detail/91325 Black Men’s Initiative logo, Owner: Black Men’s Initiative, Source: http://www.blackmensinitiative.org/home.html Water World logo, Owner: Golfland Entertainment Services, Source: http://www.logolounge.com/logo_details.asp?qstr=lnWgih Screenshot of website for Jamaica, Owner: Dorretha Bennem, Source: http://www.visitjamaica.com Screenshot of Urban Outfitters’ website, Owner: Dorretha Bennem, Source: http://www.urbanoutfitters.com Screenshot of The Grove’s website, Owner: Dorretha Bennem, Source: http://www.thegrovela.com/

65


Leimert Plaza Park fountain, Owner: Soulofamerica.com, Source: http://www.soulofamerica.com/cgi-bin/slideviewer.cgi?list= la-beach&dir=&config=&slide=33&refresh=&cycle=off&scale=0&design=soadesign&total=35 Drummers leading Leimert art walk, Owner: Jade Miller, Source: http://www.culturalweekly.com/leimert-park-artwalk.html Kente cloth, Owner: David Jilman , Source: http://gs.riverdale.k12.or.us/~jrobinson/AfricanartEnrichment.html Najite drummers in concert, Owner: The Leimert Park Group, Source: http://leimertparkfestival.blogspot.com/p/entertainment.html Parade girl at Carnivale, Owner: Andres de Silva, Source: http://www.boston.com/bigpicture/2010/02/carnival_2010.html The Vision Theater, Owner: Elise Thompson, Source: http://laist.com/2008/07/15/neighborhood_pr_11.php Aztec dancer in MLK day parade, Owner: Betty Negrete, Source: http://www.leimertparkbeat.com/photo/martin-luther-king-dayparade-111?xg_source=activity Little boy with big drum, Owner: unknown, Source: http://www.caritasitaliana.it/home_page/campagne/00002001_Stand_Up_2010. html African mudcloths, Owner: Hashi, Source: http://hashiworks.blogspot.com/2010_01_01_archive.html Tagua beads, Owner: Pearl Blay, Source: http://www.beadinggem.com/2010/12/tagua-bead-jewelry-kit-giveaway.html Golden seashell beads, Owner: Buddhist, Source: http://www.dhgate.com/jewelry-settings-golden-fish-conch-searhorse/pff8080812987ad2b012987e51b2e64fc.html Beaded Masai necklace, Owner: unknown, Source: http://www.kenya-travel-packages.com/kenya-culture.html Tree roots, Owner: The Arbor Centre, Source: http://the-greenman.blogspot.com/2008/02/introduction-to-tree-biology-roots.html Cracked red clay mud, Owner: Nicholas Clay, Source: http://www.dipity.com/tickr/Flickr_red_clay/ Mosaic jewelry box, Owner: KimAnna Cellura-Shields, Source: http://www.motherearthnews.com/blogs/blog. aspx?blogid=1506&tag=art Bad dancer in drum circle, Owner: Renee Elizabeth Simms, Source: http://renee-writinginreallife.blogspot.com/2009_06_01_archive. html Women in drum circle, Owner: Ambrose Ehirim, Source: http://ambroseehirim.blogspot.com/2010_04_01_archive.html

66

REFERENCES & IMAGE SOURCES


Crowded drum circle, Owner: LA Commons, Source: http://www.lacommons.org/neighborhoods/leimert-park/ African dancers, Owner: Afrika Sineras, Source: http://afriksinerasdance.weebly.com/media.html Jamaican dinner, Owner: Ear Meal Webcast, Source: http://cafelala.blogspot.com/2011/08/ackee-bamboo-in-leimert-park.html Barbecue sandwich, Owner: Randy Mayor, Source: http://www.myrecipes.com/recipe/memphis-pork-coleslawsandwich-10000001634713/ Farmer’s Market, Owner: unknown, Source: http://todaysdrum.com/6709/black-churches-hope-farmers-markets-change-eating-habitsin-chicago/ Couple with iguana, Owner: Elise Thompson, Source: http://laist.com/2008/07/15/neighborhood_pr_11.php African dolls, Owner: LA INC., Source: http://discoverlosangeles.com/phototour/index.html?tour_photographer=LA+INC.&tour_media_ type=Photo African baskets, Owner: unknown, Source: http://seattletimes.nwsource.com/ABPub/2009/08/19/2009678249.jpg Girl in yellow dress, Owner: unknown, Source: http://findlocal.latimes.com/listings/leimert-park-village-african-art-and-music-festival The Elixir mural, Owner: Eddie North-Hager, Source: http://www.leimertparkbeat.com/photo/albums/elixir-mural Pink Carnivale lady, Owner: Scorza/Getty, Source: http://www.nydailynews.com/latino/brazil-carnival-crisis-party-rolls-article-1.393612 Girl with painted tiger face, Owner: Kermon, Source: http://clipartandpicture.blogspot.com/2011/09/cute-tiger-face-paint.html Break dancer, Owner: Neil Villette, Source: http://break-dancing.com/History_of_Break_Dancing.htm Leimert Park Gateway mural, Owner: Robert Del Hoyo, Source: http://www.artslant.com/ny/works/show/215116

67


1

Martin Luther King Blvd

Crenshaw Blvd

4

Stocker St Degnan Blvd

r St Stocke 2

3

3

2

43rd St

43rd Pl

2 2 1 4

1 7 8 4

3 2

3

Leimert Plaza Park

6 Crenshaw Blvd


1

1

43r dS t 5

Vernon Ave

Le

rt ime

Boy with Hot Dog United We Stand At The Crossroads The Elixir Leimert Park Gateway

d Blv

5

1 2 3 4

ARTS + CULTURE Museum of African American Art Museum in Black Vision Theater World Stage

1 2 3 4 5 6 7 8

SHOPPING Eso Won Books Farmer’s Market Fashion Afrique Kumasi Gift Shop New Orleans Market Nobody Jones Boutique Sika Jewelry Zambezi Bazaar

1 2 3 4 5

DINING 5th Street Dick’s Coffee Shop Ackee Bamboo Jamaican Cuisine Earlz Grille M&M’s Soul Food Phillips Barbecue

FUN + ENTERTAINMENT 1 Babe & Ricky’s Inn 2 Maverick’s Flat 3 Regency West COMMUNITY 1 KAOS Network Community Center 2 Lucy Florence Cultural Center


www.ExperienceLeimert.com Los Angeles, CA