The Town Hall | Brand Identity Guidelines

BRAND IDENTITY GUIDELINES January 2019

LOGOS

| PRIMARY

LOGOS

| SECONDARY

123 W 43 NYC | THETOWNHALL.org

123 W 43 NYC | THETOWNHALL.org

LOGO

| CLEARANCE

Clearance In Practice:

LOGOS

| WRONG USES

DON’T squash the trademark.

It must maintain its natural proportions in all uses.

DON’T use patterns, textures, effects, outlines, or off-brand colors on the trademark itself.

DON’T remove, resize, or relocate “THE”.

LOGO

| WRONG USES

DON’T use semi-transparent versions of the logo over photography in design.

The trademark should always be solid white, or solid black. The logo block can float over photography as long as the contrast is sufficient to allow the trademark to remain fully readable.

ok



ok



DON’T place logos over areas in photography that make them difficult to read.

Where possible, the logo should always sit over areas that provide sufficient, even contrast.

TYPEFACES Gotham Gotham is The Town Hall’s primary typeface. It’s a clean,

| PRIMARY Gotham Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%

modern sans-serif typeface that works well for display copy, body

Gotham Medium

text, and everything between.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$% Gotham Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$% Gotham Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$% Gotham Ultra

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%

TYPEFACES Playfair Display Playfair Display can be used in situations where a serif font

| SECONDARY Playfair Display Regular

AB C DE FG H I J K L M NOPQR S T U V W XYZ a b c d e f g h ij klm nop qrs t u vw x yz 1 2 3 45 6 78 90 ! @ # $ %

is required, and serves as an acceptable match for the classic

Playfair Display Bold

typeface in the Hall’s trademark.

AB C DEFG H I JK L M NOPQR S TU VWX YZ a b c d efgh ij kl m nop qrs tuv w x y z 1 2 3 4 5 678 90 !@# $ % Playfair Display Black

AB C DE FG H IJ KL MNOPQR S T U V WX Y Z ab c d e f g h ij kl m n o p q r st uv wx y z 1 23 4 56 7 8 9 0 ! @ # $ %

Arial Arial is a famous, widelyavailable typeface. It is

Arial Regular

A B CDE F G HI J K L M NO P Q RS T UV WXYZ a b c d e f g h ijk lm n o p q r s t u v wx y z 1234567890!@#$%

acceptable to substitute Arial for Gotham only in specific

Arial Bold

situations, e.g., when a mailing

ABCDE F G HI J KL M NO P Q RS T UV WXYZ a b c d e f g h i j k l mn o p q r s t u v w x y z 1234567890!@#$%

house needs to match mail merge data to a communication.

COLOR PALETTE

| PRIMARY

The Town Hall’s primary brand color palette reflects the distinctive colors of the Hall itself.

TINTS & SHADES: Town Hall Red RGB: 164, 45, 47 CMYK: %0, %73, %71, %36 HEX: #a42d2f

Gold

Rich BLACK

RGB: 229, 198, 97 CMYK: %0, %14, %58, %10 HEX: #e5c661

RGB: 0, 0, 0 CMYK: %40, %30, %30, %100 HEX: #000000

SLATE RGB: 200, 183, 159 CMYK: %0, %9, %21, %22 HEX: #c8b79f

COLOR PALETTE

| SECONDARY

The Secondary Palette adds flexibility and is most often used to distinguish materials related to Education, Membership, and the Town Hall’s Young Patrons Circle.

Dark Violet RGB: 123, 45, 164 CMYK: %16, %47, %0, %36 HEX: #7B2DA4

Dark BLUE RGB: 9, 113, 178 CMYK: %66, %25, %0, %30 HEX: #0971B2

Dark GREEN RGB: 45, 164, 162 CMYK: %47, %0, %1, %36 HEX: #2da4a2