BRAND IDENTITY GUIDELINES
January 2019
LOGOS | PRIMARY
LOGOS | SECONDARY
123 W 43 NYC | THETOWNHALL. ORG
123 W 43 NYC | THETOWNHALL. ORG
LOGO | CLEARANCE
C LEARANCE I N P RACTICE :
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.
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 | PRIMARY
Gotham Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Gotham is The Town Hall’s primary typeface. It’s a clean, modern sans-serif typeface that works well for display copy, body text, and everything between.
abcdefghijklmnopqrstuvwxyz 1234567890!@#$%
Gotham Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890!@#$%
Gotham Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890!@#$%
Gotham Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890!@#$%
Gotham Ultra
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890!@#$%
TYPEFACES | SECONDARY
Playfair Display
Playfair Display can be used in situations where a serif font is required, and serves as an acceptable match for the classic typeface in the Hall’s trademark.
Playfair Display Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890!@#$%
Playfair Display Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890!@#$%
Playfair Display Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890!@#$%
Arial
Arial is a famous, widelyavailable typeface. It is acceptable to substitute Arial for Gotham only in specific situations, e.g., when a mailing house needs to match mail merge data to a communication.
Arial Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890!@#$%
Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890!@#$%
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
RGB: 229, 198, 97
CMYK: %0, %14, %58, %10
HEX: #E5C661
RICH BLACK
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