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Brand Guidelines


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Contents

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Introduction 4 Identity 6 Colors 11 Typography 17 Photography 19 Design Examples 21 Kiosk 24


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Introduction HTX NOW is a series of kiosk in major neighborhoods in Houston. Each kiosk has its own amenities reflective of its location. We aim to showcase the best parts of Houston, so you’re just steps away from finding your next favorite restaurant, park, or shopping experience. Stop by one of HTX NOW’s local kiosks, and explore Houston now. Mission To foster exploration in the city of Houston Brand Statement To the people who want to explore HTX NOW, our kiosk will expand your knowledge of the city. Slogan New experiences are around every corner!

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Logo

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Logo

The Logo Houston is a city with many dimensions. The logo reflects this by the letters facing different planes.


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Clearance Zone & Size

Logo Variartions

now

The Zone The clearance zone for placing the logo should be the length of the word now.

now

eado

midtown

downtown

montrose

now

Size

now

The smallest size possible for the logo to be readable is .65 in for print.

Smallest Size

.65 in

the heights

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Logo Typesetting

Kiosk Locations The neighborhood names are placed under the X with a distance of 1 pixel. Sansa Std normal should be used.

eado

1 px


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Color

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Colors

Secondary

Primary Pantone 381

Pantone 108

C: 25 M: 0 Y: 98 K: 0

C: 100 M:52 Y: 0 K: 50

R: 202 G: 219 B: 42

R: 0 G: 52 B: 98

Tertiary Pantone 169 C: 8 M: 7 Y: 8 K: 0 R: 232 G: 229 B: 226

Why the colors? Our colors are used to get a person energized and motivated to explore.


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Combinations There are only three possible color variations. Pantone 381, Pantone 108, and white. Pantone 381 can only be used on white and dark colored backgrounds. Pantone 108 can be used on any color background except ones with dark backgrounds. White can be used instead for dark colored backgrounds.

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Color Variations

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New experie around ever


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iences are ery corner!

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Typography

Sansa Std Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 abcdefghijklmnopqrstuvwxyz

Sansa Std Normal

ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 abcdefghijklmnopqrstuvwxyz

Sansa Std Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 abcdefghijklmnopqrstuvwxyz

Sansa Std The typeface is bold and energized with characters that have angeled corners and a humanist touch.


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Raleway This typeface should only be used on website and other web applications when Sansa Std can not be used.

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Web Typography

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Photography

Raleway Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 abcdefghijklmnopqrstuvwxyz

Raleway Normal

ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 abcdefghijklmnopqrstuvwxyz

Raleway Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 abcdefghijklmnopqrstuvwxyz

Scenery Pictures should be taken in color then coverted to black and white. The composition should be dynamic and interesting. People and landmarks should be the main focus.


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Portrait Photography

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Business card

Portrait

Business Cards

Subjects should be expressing joy and energy. The photos can be taken from frontal or profile views. Black and white photo should have high contrast. Then converted to duotone using Pantone 381 and Pantone 108.

Business cards should be die-cut with an angle on the top right. It’s a two color print on Neenah Environment PC 100 White 120DTC paper with different portraits on the back of each card.


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Letterhead Letterhead should be printed on Neenah Classic Crest Antique Grey 80T paper.

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Letterhead & Envelope

Measurements

0.77 in

Envelope Envelope is a custom printed blue background with the logo and return address in lightning green.

2.1637 in 1 px space (shift + right arrow)

Creation The distance the line should be from the left margin is 2.1637 in. The distance the letter should be from the rule line should be 1px space. The distance of the htx now information should be 0.77 in away from the left margin.


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Kiosk

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Kiosk

Back View

Graphics The outside and inside of each kiosk are lined with portraits of people. This is so people can catch a glimpse of the energy of the neighborhoods.

Structure The kiosk are made out of old shipping containers. They were modified to open up from the front and side so customers and employees could enter.

Front View


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Signage The HTX NOW logo is wrapped around the corner of the container extruding from the shipping container.

Right Side View

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HTX NOW