Town of Newtown, CT Brand Book

Town of Newtown Brand Book w w w. n e w t o w n . o r g

“Unique by Nature”

Table of Contents

01

w w w. n e w t o w n . o r g

03

Brand Archetype & Story

07

Logo & Approved Usage

09

Brand Colors

13

Typography

15

Stationery & Apparel

17

Interiors

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 Town of Newtown’s key attributes, brand story and creative identity marks. The brand book sets distinct guidelines for maintaining Town of Newtown’s brand identity throughout various aspects of the community and should be used as such.

02

Brand Archetype | The Everyman 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.

Newtown’s Archetype: THE EVERYMAN The Everyman represents belonging. When they communicate with others, they are friendly, humble, and authentic. They are inclusive of everyone and find ways to relate to those around them.

Everyman brands communicate a message that “all are welcome here.” In our survey results and stakeholder interviews, this message was loud and clear from Newtown’s residents. “Friendly” was the word most often used to describe the town as a whole.

Small, locally owned businesses would, for example, be a great fit when reviewing development opportunities for the town. It is crucial that incoming businesses appeal to the values of inclusion, fellowship, and authenticity.

03

w w w. n e w t o w n . o r g

Brand Attributes Brand attributes are similar characterstics to what a person can have. These are fundamental characteristics identified by Town of Newtown residents, business owners and visitors that they see as an inherent part of the Town of Newtown brand.

These attributes help define message tone, style and more.

Unique Friendly Charming Earth Conscious Driven Determined Resilient Resourceful Inclusive Welcoming Photo: Christian Abraham / Hearst Connecticut Media

04

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

For dreamers who are passionate by nature, for doers who are driven by nature, Newtown offers a unique retreat from the city where small businesses and families can grow and thrive by nature.

Tagline “Unique by Nature”

05

w w w. n e w t o w n . o r g

Brand Pillars Brand pillars are the key points that set the Town of Newtown apart from its competitors. These are the things that matter most to residents, businesses and visitors. Where it naturally fits, these themes should be reinforced in content, projects and plans the Town produces.

Inclusive by Nature Newtown is a friendly and inclusive community that puts an emphasis on events that unite individuals from varying demographics.

Eco-Conscious by Nature Purposeful planning ensures green spaces are preserved throughout town to promote a sense of wellbeing and connectivity to nature in Newtown. Newtown citizens are earth-conscious seeking development projects that reduce the overall impact to the natural environment.

Historic by Nature Newtown celebrates the historical New England architectural style of the community and welcomes developments that continue that design aesthetic and that align with the core values of the community.

06

Newtown logo + icon PRIMARY LOGO - Whenever possible, the primary version of the logo (full color) should appear as shown below in Figure A. The variations of “X

by Nature” should only be used in Marketing narratives that support the town economic development opportunities, but not used in the official logo. The official logo should include “Newtown” and only 1 of these 3 options: • Unique By Nature • Economic Development Commission • Economic and Community Development ATTENTION - The logo should never be used in any way other than the previously specified applications. Use of any stylized, animated, hand drawn or other versions of an unofficial logo is not permitted. This undermines the logo system and brand consistency. Please consult with Newtown Economic and Community Development by calling (203) 270-4282 if you have any questions or need further help.

FIGURE A

07

w w w. n e w t o w n . o r g

FIGURE B

FIGURE C

Logo Variations Economic Development Commission + Economic and Community Development - The logo can contain “Economic Development Commission” or “Economic and Community Development” as shown below.

LOGO VARIATIONS - Secondary versions of the logo are available in one color iterations as shown in Figure B. The T-Strand icon (Figure C) can appear by itself as a graphic treatment without the rooster. For example: the stationary page or as a social media icon.

FIGURE D

FIGURE E

FIGURE F

FIGURE A

FIGURE B

FIGURE C

FIGURE G

08

Incorrect logo usage The logo should not appear distorted (stretched or squeezed) or stacked as shown below and on page 10.

X X X 09

w w w. n e w t o w n . o r g

X

XX

10

Brand Colors COLOR USAGE

Resilient Red

PRIMARY COLORS The primary colors used in the logo are Resilient Red, Bold Blue, and Warm Sun.

Bold Blue

100%

Warm Sun

100%

100%

50%

90%

50%

90%

60%

80%

60%

80%

70%

90%

50%

60%

70%

80% 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.

Earth Green

Driven Gray

100%

100%

50%

90%

60%

80% 70%

11

w w w. n e w t o w n . o r g

Open Sand 100%

50%

90%

50%

90%

60%

80%

60%

80%

70%

70%

Resilient Red

Bold Blue

HEX #992932 PANTONE 187 C R: 153 G: 41 B: 50 (Web Use Only) C: 27 M: 95 Y: 80 K: 23 (Printing Use Only)

HEX #103362 PANTONE 281-C R: 16 G: 51 B: 98 (Web Use Only) C: 100 M: 87 Y: 34 K: 25 (Printing Use Only)

Warm Sun

Earth Green

HEX #C3993C PANTONE 16-0952 R: 195 G: 153 B: 60 (Web Use Only) C: 24 M: 38 Y: 92 K: 2 (Printing Use Only)

HEX #24453F PANTONE 19-5232 R: 36 G: 69 B: 63 (Web Use Only) C: 82 M: 52 Y: 66 K: 47 (Printing Use Only)

Driven Gray

Open Sand

HEX #4C4E55 PANTONE 11C R: 76 G: 78 B: 85 (Web Use Only) C: 68 M: 60 Y: 51 K: 33 (Printing Use Only)

HEX #EFEBD9 PANTONE 11-0106 R: 231 G: 226 B: 203 (Web Use Only) C: 9 M: 7 Y: 21 K: 0 (Printing Use Only)

12

Typography HOCUS ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

AILERON ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

OPEN SANS ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

13

w w w. n e w t o w n . o r g

Fonts are used to visually reinforce the brand story in print.

Using the mid-century design aesthetic, the AILERON font will be used in body copy and HOCUS will be featured in the headlines of communications as needed. When Aileron cannot be used, it is recommended to use OPEN SANS (i.e. PowerPoint).

The body fonts are clear, clean design 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.

Title 22 pt

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

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

Subtitle 11 pt

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

Contents 9 pt

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

14

Branded Stationary | Examples

15

w w w. n e w t o w n . o r g

Branded Apparel | Examples The T-strand icon can be used on the front pocket of a shirt as long as the full logo appears on the back of the apparel. Other treatments include the full logo on the front full chest, or above the left side pocket.

16

Interior + Exterior Design Unique By Nature: Design & Development Unique by nature is a style that artfully mixes elements of multiple design styles into one space. It involves an informal mix of furnishings and decor and pulls from a wide variety of styles.

Often eclectic, unique by nature decor combines bright colors and patterns and mixes in unexpected elements.

17

w w w. n e w t o w n . o r g

18

Design Resource w w w. h a v e n c r e a t i v e a g e n c y . c o m

hello@havencreativeagency.com 400 E. South Main Street, Suite 7 Waxhaw, NC 28173 704.256.1440