Town of Waxhaw Brand Book

Town of Waxhaw | Brand Manual www.waxhaw.com

Heritage, Activities, and Well-Being.

Table of Contents

01

www.waxhaw.com

02

Introduction

05

Logo Identity Usage

07

Primary Brand Colors

09

Typography

11

Logo Design & Stationery

13

Design Influence

19

Graphic Design Style

21

Digital Newsletter

22

Branded Apparel Guidelines

VISION & MISSION VISION

Waxhaw is a friendly, vibrant prosperous town where history and creativity build an enduring, safe and healthy community for people of all ages to live, learn, work, play or grow a business.

MISSION

The unique character of Waxhaw is preserved and enhanced through responsibly serving residents, visitors, and the business community with integrity and innovation.

02

Brand Pillars Heritage

• Heritage – deeply rooted Southern charm • Historic streetscapes – which we aim to preserve, protect and promote; Preserve American and Small Town Main Street Community • The arrival of the railroad in 1888 created access to markets and helped the Town reach prosperity – railroad remains the center of town with the iconic walkover bridge

Activities

• Outdoor Lifestyle – horse back riding, hiking, biking, fishing • Arts – community saturated with artists and budding artists– Waxhaw arts Council, Junior Arts League, Created in the Carolinas • Entertainment – recently ranked as one of the best places to live for its “lively social calendar” – Waxhaw boasts some of the best events in the South Charlotte area

Well-being • • • • •

03

Fitness Focused – promotes an active and healthy lifestyle Waxhaw’s proximity to farm fresh foods supports healthy eating habits Safety - Waxhaw is ranked the 5th safest city in NC Schools- future leaders are cultivated in Waxhaw’s top-notch school system.

Community – Strong sense of community aids in well-being making residents feel connected and part of a team

www.waxhaw.com

Core Values Accountability Innovation Integrity Professionalism Respect Stewardship Teamwork

We specifically chose 7 colors, one for each of the core values of the Town to serve as a visual reminder for the brand foundation. The brand promise. These brand colors may also be incorporated into to Staff shirts, office hallway colors and more.

Brand Story Set within the urban fabric of Charlotte, Waxhaw provides convenient access to the city without the hustle or hassle of big city living.

Waxhaw is rich in Heritage, bustling with Activities and offers a sense of Well-being for all who work, live or play here.

04

Logos & Logo Usage Full Waxhaw Logo

The official Waxhaw logo, which has remained consistent since 2008, uses a font that was drawn specifically for the Town and was meant to represent the train tracks. We made slight tweaks to update the red color from the previous logo because the general feedback was that it looked like “Christmas colors.”

The new logo uses the brand “Wine” (maroon) color.

The full logo is to be used for promotional purposes like the website, posters, postcards, billboards.

05

www.waxhaw.com

The “W” Icon

•The “W” in the circle is a short cut to the logo and can be used when needing to print on items smaller than 2.5” (ie: social media icons, website square icons) •It can also be used on promotional materials if the full logo will be printed smaller than 2.5”

Town Seal

The redesigned Town Seal incorporates the Waxhaw logo, the iconic walkover bridge and train, the feather (used in the Parks and Recreation logo and the brand colors. These elements serve to represent and reinforce the brand themes of heritage, activities, well-being as well as the Town values Accountability, Innovation, Integrity, Professionalism, Respect, Stewardship, Teamwork. The sketched icons were submitted by local artists and serve to represent the art culture in Waxhaw.

06

Primary Brand Colors COLOR USAGE Colors are an important aspect to create a brand identity.

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

www.waxhaw.com

Wine

Wholesome Brown

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Apple

Teal

Sky

Ecru

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07

Enduring Green

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Enduring Green

Wine

Wholesome Brown

HEX # 3D510B PANTONE 5747 XGC R: 69 G: 91 B: 15 (Web Use Only) C: 34 M: 0 Y: 100 K: 66 (Printing Use Only)

HEX # 660A38 PANTONE 2357 XGC R: 102 G: 10 B: 56 (Web Use Only) C: 42 M: 100 Y: 52 K: 44 (Printing Use Only)

HEX # 3E3327 PANTONE 19-0712 TCX R: 62 G: 51 B: 39 (Web Use Only) C: 51 M: 67 Y: 90 K: 64 (Printing Use Only)

Apple

Teal

BREAKDOWN HEX # 7AA415 PANTONE 377 XGC R: 122 G: 164 B: 21 (Web Use Only) C: 52 M: 13 Y: 100 K: 1 (Printing Use Only)

HEX # 218589 PANTONE 7714 UP R: 33 G: 133 B: 137 (Web Use Only) C: 79 M: 23 Y: 39 K: 1 (Printing Use Only)

Sky

Ecru

HEX # B6E8EF PANTONE 9481 U R: 182 G: 232 B: 239 (Web Use Only) C: 23 M: 0 Y: 6 K: 0 (Printing Use Only)

HEX # E8E2CA PANTONE P 168-9 U R: 232 G: 226 B: 202 (Web Use Only) C: 7 M: 6 Y: 17 K: 0 (Printing Use Only)

Waxhaw interpreted in color! Spirited greens found in the rolling hills and lush town landscapes gives energy to a sophisticated and refined wine color. Such a delightful tapestry of vibrant shades are a contrast to the richly bronzed brown and soothing ecru representing the polished train rails and iconic walkover bridge. Airy touches of teal inspired by vintage glass bottles bring a calming familiarity to round out the color palette.

08

Typography Ratio Modern ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Veneer ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Thirsty Rough A BCDE F G HIK L M NOPQRS T UVWX Y Z abcdefghiklmnopqrstuvwxyz 01234567890!@$

09

www.waxhaw.com

Fonts are used to visually reinforce the brand story in print. Waxhaw’s fonts were chosen to depict the rustic refined design influence.

Thirsty Rough and Veneer, which are used interchangeably for headlines or sub-headlines are vintage letterpress style fonts.

Ratio Modern has serif edges and is used for body copy, no smaller than 9pt.

The font “Times New Roman” can be used in PowerPoints and presentation materials since it is available on most computers.

Using consistent fonts and coloring keeps the brand design cohesive through multiple communication channels.

Title 22 pt

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

A BCDE F G HIJK L MNOPQRS T UVWX Y Z Headline abcdefghijklmnopqrstuvwxyz.,“”’‘ 16 apt 123456789£$?!<>{}[]#¢™®

Subtitle 11 pt

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

Contents 9 pt

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

10

Event Logos

JAMMINâ&#x20AC;&#x2122; BY Tracks THE

11

www.waxhaw.com

Stationary

Matt Hubert, P.E.

Development Services Director, Town Engineer T 704.843.2195 X237 E MHubert@waxhaw.com

1150 N. Broome Street PO BOX 617 Waxhaw, NC 28173

Hours: Monday-Friday 8:00 a.m. â&#x20AC;&#x201C; 5:00 p.m.

P. 704.843.2195 F. 704.843.2196

www.waxhaw.com

/TownWaxhaw /TownofWaxhawNC /TownofWaxhawNC

P.O. Box 6 1150 North Broome St Waxhaw, NC 28173

12

Design Influence The Rustic Refined design aesthetic which originated from the Main Street committee, was derived from creative workshops that began several years ago. Our team used this design influence to build the creative visuals for the brand.

Rustic and Refined is defined in Home Décor, Cuisine and Lifestyle as elements of weathered, earthy and down-home charm juxtaposed with the sophisticated polish and style of the urban sophisticate.

HOME DÉCOR – Industrial architectural elements are reinvented and

repurposed to create unique and functional décor with a historical story. Exposed details like worn brick or tarnished pipes are a rustic contrast to the refined high shine of polished metals and richly woven textiles.

CUISINE – Food is more than food, it’s an experience to be had. It’s

sipping wine and enjoying hors devours while sitting in a tree house overlooking the vineyard. It’s expertly crafted cuisine artfully plated with stylish flair served alfresco at roughly-worn log tables.

LIFESTYLE – Casually cultivated, a laid-back approach to living with a focus on community, family, friendship and well-cultured wholeness.

13

www.waxhaw.com

14

Commercial Interiors The emerging downtown district welcomes residents and visitors to eclectic vintage industrial developments. Exterior commercial spaces honor Waxhaw’s history by preserving and/or mimicking its painted signage, weather-worn brick buildings and formal architectural details like columns, plinth blocks and moldings painted and polished to create a distinction of refinement against a backdrop of rustic elements.

Design character regulations are vital to maintaining the unique charm of Waxhaw.

For inspiration, interiors for commercial spaces feature rustic elements like exposed beams, vintage styled lighting and raw cement contrasting against polished metals, high shine ceramic and waxed wood finishes. Maxwell’s, Black Chicken, Dream Chasers, Provisions are a sampling of the businesses that have a “rustic/refined” design aesthetic.

15

www.waxhaw.com

16

Design Textures

17

www.waxhaw.com

Design textures for the Waxhaw brand place an emphasis on natural textured surfaces. Weathered woods, raw bark, and ink pressed vintage inspired papers are contrasted by smooth refined surfaces like brushed metallic and polished stone to illustrate innovative creativity.

18

Graphic Style Waxhawâ&#x20AC;&#x2122;s graphic design standards include a mixed use of distressed letterpress font with refined, serif font.

Stacked blocked and bold type use with prominent icons.

19

www.waxhaw.com

Waxhaw Motor Vehicle Fee | Facts & FAQ

In a town-wide survey, Waxhaw residents indicated they wanted infrastructure improvements and expressed frustration with traffic congestion on Waxhaw roads. To address these important concerns, the Town of Waxhaw will be implementing the $25.00 Annual Motor Vehicle Fee that the State of NC permits municipalities to collect for use on transportation projects.

$25 Beginning Summer 2018, motorized vehicles registered in the Town of Waxhaw will be charged a $25 Motor Vehicle Fee per vehicle each year on the DMV annual registration renewal.

Over the next fiscal year, this fee will help raise

• INSTALLING TraffiC lights & Intersections • Widening roads • ADDING TURN LANES • Alleviating traffic congestion

304,000

This revenue will be restricted to be used only on public transportation projects in Waxhaw.

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Waxhaw Happenings

21

www.waxhaw.com

Waxhaw Happenings is a monthly, external newsletter for the Town of Waxhaw.

The newsletter informs patrons about current events and important information in town hall. In 2018, Waxhaw Happenings won first place for the North Carolina City & County Communications Digital External Newsletter award.

Staff Shirts

365 Short Sleeve Color: Forest

365 Short Sleeve Color: Electric Blue

365 Short Sleeve Color: Burgundy

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design resource www.havencreativeagency.com h e l l o @ h ave n c r e a t i ve a g e n c y. c o m 400 E. South Main Street, Suite 7 Wa x h a w , N C 2 8 1 7 3 (704) 256.1440