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MINNEAPOLIS PARK & RECREATION BOARD

Community Recreation Services Visual Identity Guide


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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, communityconnected, and a leader in its initiatives.

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CONTENTS type.............................................4

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

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

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

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4 type

PRIMARY TYPEFACES

Gotham Ultra

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

ABCDEFGHIJ KLMNOPQRS TUVWXYZ:;?

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.

1234567890+

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5 type

PRIMARY TYPEFACES (CONT’D)

ITC Lubalin Graph Demi ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890+

ITC Lubalin Graph is a slab serif typeface

that conveys stability, accessibility, and practicality. 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.

ITC Lubalin Graph Book ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890+

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 appropriate or necessary.

ITC Lubalin Graph Extra Light ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890+

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6 type

SUBSTITUTION TYPEFACES

Arial Black ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890+ Arial Bold ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890+

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 approachable 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 Bold ABCDEFGHIJKLMN O P Q R S T U V W XY Z 1234567890+

Rockwell is a straightforward, accessible

Rockwell Regular ABCDEFGHIJKLMN O P Q R S T UVW XY Z 1234567890+

ITC Lubalin Graph Book only in situations

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 where this typeface is unavailable.

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7 type

APPLICATION OF TYPE TO LOGOTYPE

PROGRAM DESCRIPTION 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.

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8 logotype

EXISTING PRIMARY LOGOS 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 gradient MPRB logotype

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black MPRB logotype

white 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.

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9 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.

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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.

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10 logotype

CSA PROGRAM LOGOTYPE Logotypes were created using Gotham Ultra MINNEAPOLIS PARK & RECREATION BOARD

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. MINNEAPOLIS PARK & RECREATION BOARD

These logotypes can be used alone, or with

ADULT SPORTS

the “Minneapolis Park & Recreation Board”

YOUTH SPORTS

should always be applied using the approved

subhead. When necessary, an alternative

subhead set in ITC Lubalin Graph Demi can be used beneath the logotype. In order to

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maintain their graphic integrity, these logotypes artwork files, and never keystroked in.

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Please note that the Recreation Plus+ program has two versions of logotype, based on the

frequent use of both the abbreviated and fulllength name of the program.

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11 color

COLOR PALATE Volunteers

Rec Plus+ Youthline

Adult Sports Youth Sports Teen Teamworks

primary hues

paper samples

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 department 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 elements. The secondary hues should be used as background colors, or as a fill for graphic elements when appropriate. The darkest secondary hue can also be applied to type. For the sake of clarity, the lighter colored secondary 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.

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12 color

COLOR SPECS Volunteers

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 PANTONE 167 U

PANTONE 1655 U

PANTONE 163 U

PANTONE 1555 U

R 181 G 102 B 76

R 255 G 114 B 83

R 255 G 155 B 121

R 255 G 198 B 165

C 5 M 58 Y 97 K 14

C 0 M 55 Y 84 K 0

C 0 M 38 Y 54 K 0

C 0 M 24 Y 35 K 0

HTML B5664C

HTML FF7253

HTML FF9B79

HTML FFC6A5

screen and the web.

Rec Plus+ Youthline

PANTONE 3015 U

PANTONE 2995 U

PANTONE 2985 U

PANTONE 2975 U

R 0 G 103 B 149

R 0 G 157 B 218

R 62 G 184 B 229

R 141 G 215 B 234

C 100 M 14 Y 4 K 24

C 89 M 0 Y 1 K 0

C 65 M 0 Y 3 K 0

C 44 M 0 Y 9 K 0

HTML 006795

HTML 009DDA

HTML 3EB8E5

HTML 8DD7EA

Adult Sports Youth Sports Teen Teamworks

PANTONE 365 U

PANTONE 368 U

PANTONE 381 U

PANTONE 379 U

R 54 G 122 B 82

R 97 G 181 B 68

R 182 G 216 B 64

R 225 G 236 B 113

C 80 M 3 Y 93 K 17

C 51 M 0 Y 86 K 0

C 25 M 0 Y 84 K 0

C 9 M 0 Y 61 K 0

HTML 367A52

HTML 61B544

HTML B6D840

HTML E1EC71

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13 color

COLOR APPLICATION: MPRB LOGOTYPE

gradient MPRB logotype

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

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never be changed. CSA program MPRB logotypes

The primary MPRB logotype is the black & white or four-color version of the logotype,

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and should be used for all general MPRB

collateral. The MPRB logotypes using a single-color gradient should be used within the

context of a single CRS program’s collateral, MINNEAPOLIS PARK & RECREATION BOARD

in order to reinforce the program’s individual-

ity and provide a sense of organization within all of the CRS programs.

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MINNEAPOLIS PARK & RECREATION BOARD


14 color

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.

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RECREATION PLUS+ MINNEAPOLIS PARK & RECREATION BOARD

The CRS logotypes can also be set in one

solid hue–either the primary hue or the darkest secondary hue.

MINNEAPOLIS PARK & RECREATION BOARD

MINNEAPOLIS PARK & RECREATION BOARD

ADULT SPORTS

MINNEAPOLIS PARK & RECREATION BOARD

YOUTH SPORTS MINNEAPOLIS PARK & RECREATION BOARD

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15 color

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-

RECREATION PLUS+

ent, or else the darkest secondary hue from the color gradient.

MINNEAPOLIS PARK & RECREATION BOARD

MINNEAPOLIS PARK & RECREATION BOARD

MINNEAPOLIS PARK & RECREATION BOARD

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. MINNEAPOLIS PARK & RECREATION BOARD

YOUTH SPORTS MINNEAPOLIS PARK & RECREATION BOARD

ADULT SPORTS

MINNEAPOLIS PARK & RECREATION BOARD

MINNEAPOLIS PARK & RECREATION BOARD


16 graphic 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 capabilities of the MPRB graphic system.

Color from the CRS color palate can be applied to the elements, and they can also be used as framing devices for photography.

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17 graphic elements

GRAPHIC ELEMENTS: APPLICATION EXAMPLES The graphic elements derived from the exist-

REC+ PLUS

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

School-age Childcare

arrangements within a frame.

YOUTHLINE

At left are some examples of how visual

messages can be created using all of the tools outlined in this guide.

Outreach Mentoring Program

for the MINNEAPOLIS PARK & RECREATION BOARD

SIGN UP TODAY!

Summer Youth Employment Program

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18 graphic elements

GRAPHIC ELEMENTS: APPLICATION EXAMPLES (CONT’D)

Here are more examples of how the Community Recreation Services brand identity can

be applied to different components throughout

REC+ PLUS

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.

School-age Childcare

These examples at left show how black &

white printed pieces would look when they are printed on a shade of blue paper, as specified

RECREATION PLUS+ Emergency Contact Card

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Child name:____________________________________ Birth Date:__________________ CONTACT INFORMATION

Child Primary Address:_________________________________ Zip:_________________

Father/Guardian:__________________________

CONTACT INFORMATION Mother/Guardian:__________________________ Home Phone:_______________________________ Work Phone:________________________________

on in the color palate guidelines on page 10 of this brand identity guide.

Home Phone:_______________________________ Work Phone:________________________________ Mobile Phone:______________________________ Email Address:______________________________

Mobile Phone:______________________________ Email Address:______________________________

Preferred Parent Contact Order: Mother

Father

Park:__________________________

FALL 2009 School-Age Childcare for ages 5-12 years old* *must have completed Kindergarten

offered by the Minneapolis Park & Recreation Board

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19 graphic elements

GRAPHIC ELEMENTS: APPLICATION EXAMPLES (CONT’D) RECREATION PLUS+ MINNEAPOLIS PARK & RECREATION BOARD

MINNEAPOLIS PARK & RECREATION BOARD

RECREATION PLUS+ MINNEAPOLIS PARK & RECREATION BOARD

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20 graphic elements

GRAPHIC ELEMENTS: WEB APPLICATION EXAMPLES

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MINNEAPOLIS PARK & RECREATION BOARD

REC+ PLUS

About MPRB Commissioners Park System Maps Parks & Lakes

School-age Childcare

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

tact Us

About MPRB | Parks & Lakes | Recreation Centers | Golf Courses | Activities | Permits Caring for Our Parks | Design & Planning | Grand Rounds | Volunteer! | Employment | Site Map | Con-

Here are some examples of how the graphic elements of the CRS brand identity can be applied to the web.

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.

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