Gaston County | Brand Book www.gastongov.com
TableofContents
01
www.gastongov.com
02
About the Brand Book
03
Logos & Approved Usage
04
Incorrect Logo Usage
05
Brand Colors
07
Typography
09
Branded Items
About | The Brand Book Branding is more than a logo or a tagline – it’s based on perception. It’s the communication of your community’s values, characteristics, and unique attributes -- it’s a complete story. The brand book holds all of the chapters to that story. It’s a living document that will evolve as the brand matures. At its core, the book identifies Gaston County’s key attributes, brand story and creative identity marks. The brand book sets specific guidelines for maintaining Gaston County’s brand identity throughout various community aspects and how to use it.
02
Logos
03
www.gastongov.com
Incorrect logo usage The logos should only appear in the brand colors as demonstrated on page 03. The logo should not appear distorted (stretched or squeezed) as shown below. Fonts within the tagline, “Local Strengths. Global Success,” when used in conjunction with the logo must always appear in Spartan font.
X XX 04
Brand Colors COLOR USAGE
Pastel Yellow
PRIMARY COLORS The primary colors used in the logo are Deep Blue, Aqua Teal, and Pastel Yellow.
Deep Blue
Aqua Teal
100%
100%
100% 50%
90%
50%
90%
50%
90%
60%
80%
60%
80%
60%
80%
70%
70%
70%
SECONDARY COLORS Aside from the primary logo colors, secondary colors are used to create supporting promotional materials like event logos, staff apparel and more.
Soft Gray 100%
www.gastongov.com
100%
50%
90%
50%
90%
60%
80%
60%
80%
70%
05
Cloudy White
70%
Pastel Yellow
Soft Gray
HEX #F7D06B R: 247 G: 208 B: 107 (Web Use Only) C: 3 M: 17 Y: 69 K: 0 (Printing Use Only)
HEX #9EA2A1 R: 158 G: 162 B: 161 (Web Use Only) C: 41 M: 31 Y: 33 K: 0 (Printing Use Only)
Deep Blue
Cloudy White
HEX #143951 R: 20 G: 57 B: 81 (Web Use Only) C: 95 M: 73 Y: 45 K: 38 (Printing Use Only)
HEX #EFEDEA R: 239 G: 237 B: 234 (Web Use Only) C: 5 M: 4 Y: 6 K: 0 (Printing Use Only)
Aqua Teal
HEX #077A81 R: 7 G: 122 B: 129 (Web Use Only) C: 87 M: 36 Y: 45 K: 9 (Printing Use Only)
06
Spartan Heavy ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@$
07
www.gastongov.com
Typography Fonts reinforce the brand story visually. The SPARTAN font ties in the mid-century design aesthetic and will be featured in the headlines of communications as needed. Its straightforward, clean design allows for legibility at almost any size, and its wide range of styles gives it the stamina to thrive in bodies of text and display settings.
Title 22 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz., 123456789$?!{}
ABCDEFGHIJKLMNOPQRSTUHeadline VWXYZ 16 apt abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®
Subtitle 11 pt
Contents 9 pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®
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Branded Items 09
www.gastongov.com
10
Design Resource www.havencreativeagency.com info@havencreativeagency.com 8163 Kensington Drive, Suite C PMB #418 Wa x h a w , N C 2 8 1 7 3 704.256.1440