The Town of Marshville Brand Book

Town of Marshville | Brand Book www.marshville.org

Table of Contents 04

Brand Archetype

05

Brand Attributes

06

Brand Story

07

Brand Pillars

08

Logo & Approved Usage

10

Brand Colors

12

Typography

14

Branded Examples

About the Brand Book Branding is more than a logo or a tagline – it’s based on perception. It’s the communication of values, characteristics, and unique attributes of your community - it’s a complete story. The brand book holds all of the chapters to that story. It’s a living document that will evolve over time as the brand matures. At its core, the book identifies the Town of Marshville’s key attributes, brand story and creative identity marks. The brand book sets distinct guidelines for maintaining Marshville’s brand identity throughout various aspects of the community and should be used as such.

Brand Archetype The Hero Archetypes are familiar characters that fictitiously represent a brand.

They help define the brand and breath life into it. Each archetype has its own set of characteristics, values, attitudes and behaviors.

The Hero acts to redeem society by overcoming odds and completing extraordinary acts of strength, courage and goodness. The Hero is admired by those who appreciate the self-sacrifice, stamina and courage required to triumph over adversity.

Marshville is the hero for their community. We aren’t afraid to stand up for what we believe in and empower each other.

Tone of Voice The Everyman Marshville’s tone of voice is friendly, humble, and authentic. In a town where everyone knows everyone, residents are ready to welcome newcomers with open arms. Marshville is not pretentious or extravagant. They are inclusive of everyone and find ways to relate to those around them.

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Brand Attributes Brand attributes are similar characteristics to what a person can have. These are fundamental characteristics identified by the Town of Marshville residents, business owners and visitors that they see as an inherent part of the Marshville brand. These attributes help define message tone, style and more.

PROUD INCLUSIVE DIVERSE RESILIENT RESPECTFUL RESOURCEFUL DIGNIFIED INTEGRITY

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Brand Story The brand story highlights Marshville's target audience and key differentiators in a short marketing narrative that can be used on the website, in advertisements and more.

Set in the scenic countryside of Union County, the Town of Marshville offers an escape from busy city life.

Marshville is a place with a rich history and a promising future. A place where you can walk the streets and feel safe. A place where the community comes together to support each other, no matter their differences. When in Marshville, it’s easy to feel at home. From its people to its events, Marshville celebrates the beauty of diversity and culture. Here, you find a storybook community where each welcoming face and historic building has a unique tale to tell. Marshville's stories paint a clear vision for the future they want to see, and they invite you to be a part of it.

Marshville, NC; Moving Forward Together.

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Brand Pillars [ strengths + key differentiators ] BEAUTY Marshville is a community that celebrates the beauty in all things.

From wide open green spaces to historic buildings, Marshville is filled with truly breathtaking countryside views and a history rich in stories. Marshville also embraces the beauty of diversity. The Marshville community believes that true beauty lies within that which makes them different.

CONNECTIVITY Marshville is a tight-knit community where nobody is a stranger.

When in Marshville, it is easy to feel connected to cultures around the world through their local events and vibrant town stories. The Marshville community celebrates together, worships together and stands together.

RESILIENCY Being resilient in the face of adversity has allowed Marshville to bounce back from difficult times and continue to make courageous choices, connect with others and develop a thriving community.

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The Logo The logo celebrates Marshville's forward-looking vision for the future through a modern design. At the heart of the "M" is a diamond, which represents many aspects of the Town of Marshville. From its radiant countryside sunsets to the unbreakable spirit of its welcoming population, Marshville is truly the diamond of Union County.

' M' Icon

The logo may be used with the tagline, without the tagline or with "North Carolina". When space is limited, the stacked logo should be used.

The “M” icon is a shortened version of the primary logo. The icon can be used when the logo is needed on items smaller than 2.5” (ie: social media icons, website square icons).

The logo should be used for marketing and promotional materials, such as swag, ad campaigns, and posters. The logo may also be used for official city business materials such as letterhead, business cards, and presentations.

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Stacked Logo

Horizontal Logo

Logo Guidelines Spacing - The safe area around the logo should be at least 1/4 inch. No other object should be placed within the safe area around the logo.

.25"

.25"

.25"

.25"

The logo should not be distorted, stretched, rotated, or flipped in any way. The logo should not be displayed in any unofficial colors or any combination of colors outside of the official logo colors.

X

Minimum Size - The logo may not be used smaller than a 1/2 an inch in order to retain readability. .5"

X

Color - In cases where the logo will be printed on a dark color, the all-white version of the logo should be used.

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Brand Colors PRIMARY COLORS The primary colors used in the Marshville logo are The Color Purple, Beaver Dam Blue and Golden Ochre.

SECONDARY COLORS Aside from the primary logo colors, secondary colors are used to create supporting promotional materials like event logos, staff apparel and more.

BEAVER DAM BLUE GOLDEN OCHRE THE COLOR PURPLE

STRAWBERRY JAM CLOVER GREEN

SILVER

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DEEP NAVY

BEAVER DAM BLUE

THE COLOR PURPLE

GOLDEN OCHRE

PANTONE 7687 C RGB 33, 54, 154 CMYK 100, 90, 0, 0 HEX/HTML #1F4397

PANTONE 2593 C RGB 128, 53, 148 CMYK 30, 95, 0, 0 HEX/HTML #803593

PANTONE 7563 C RGB 201, 152, 44 CMYK 22, 39, 100, 2 HEX/HTML #C9982C

STRAWBERRY JAM

CLOVER GREEN

PANTONE 7425 C RGB 171, 30, 80 CMYK 26, 100, 54, 11 HEX/HTML #AC084C

PANTONE 7725 C RGB 0, 144, 75 CMYK 86, 18, 95, 5 HEX/HTML #00914B

SILVER

DEEP NAVY

PANTONE COOL GRAY 1 C RGB 207, 211, 214 CMYK 18, 12, 11, 0 HEX/HTML #CFD3D6

PANTONE 276 C RGB 32, 18, 53 CMYK 89, 93, 46, 58 HEX/HTML #201335

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FUTURA ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

TRAJAN SANS ABCDEFGHIKLMNOPQRSTUVWXYZ 01234567890!@$%

Relation ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@$%

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Typography Fonts are used to visually reinforce the brand story in all official marketing and communications from the Town of Marshville.

The modern, legible and easily accessible font, Futura, should be used in all body (Futura PT Book or Medium) and headings (Futura PT Bold or Extra Bold).

The body fonts are clear, clean designs that allow for legibility at almost any size and its wide range of styles give it the stamina to thrive in bodies of text as well as in display settings.

Trajan Sans and Relation are fonts used in the Marshville logo. These are design fonts that should only be used in limited design elements, which include emphasis text found in a creative setting (e.g. website, prospectus, marketing materials) These fonts are availiable via Adobe Fonts.

Title 22 pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#™®

Headline ABCDEFGHIJKLMNOPQRSTUVWXYZ 16 pt abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®

Subtitle 11 pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®

Contents 9 pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®

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Promotional Branding | Examples

14

Promotional Branding | Examples

15

Business Collateral | Examples

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Design Resource w w w. h a v e n c re a t i v e a g e n c y. c o m hello@havencreativeagency.com 8163 KENSINGTON DR. SUITE C PMB #418 Waxhaw, NC 28173 704.885.1857