Page 1

potomac, maryland a good place to grow up


2


table of contents

4

problem statement

5

iterations

6

versions of the mark

8

typeface

10

mark usage

12

branding materials

24

colophon

26

contact information

3


problem statement

potomac, maryland is a populated area that is lacking a mark. the town is identified as a great place to raise a family because the community nurtures and encourages and supports its youth. with this project we hope to provide a unique and tailored mark that promotes and celebrates potomac. through consistent application of a dynamic and colorful mark in stationary, signage, and promotional materials, potomac will have an appealing campaign to attract more families to join its community.

4


iterations that led to the final mark

potomac, maryland

potomac, potomac, maryland maryland

a good place to grow up

this mark was developed through brainstorming ways in which leaves can be illustrated to represent growth. the logo has a snap on, snap off slogan which helps makes it more versitle and flexible for application.

5


versions of the mark: black and white

potomac, maryland a good place to grow up these colors are the colors selected for the mark and should be the only colors used on the mark at all times. for printing, pantone versions of the color are perferred and or printing in black and white. in situations when that is unavailable, other versions of the color are provided to maintain consistancy in application of the mark.

6


versions of the mark: color

potomac, maryland a good place to grow up pantone p 156-16 u c 23 m 0 y 100 k 60 r 101 g 112 b 8 hex# 647008 pantone p 36-6 u c 25 m 67 y 87 k 13 r 173 g 98 b 55 hex# ac6136

7


typeface selection new century schoolbook roman

Aa Bb Cc 1234567

abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()_{}[]:”;’<>?/., new century schoolbook italic

Aa Bb Cc 1234567

abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()_{}[]:”;’<>?/., new century schoolbook bold

Aa Bb Cc 1234567

abcdefghijklmnopqrstu vwxyz 0123456789 !@#$%^&*()_{}[]:”;’<>?/.,

the primary typeface is new century schoolbook roman. the secondary type face, new century schoolbook italic, is that of the slogan and should only be used when the slogan is present. when the mark is without the slogan, use new century schoolbook bold for the towns typeface. additionally, all branded text is lowercase.

8


color pantone p 156-16 u c 23 m 0 y 100 k 60 r 101 g 112 b 8 hex# 647008 pantone p 36-6 u c 25 m 67 y 87 k 13 r 173 g 98 b 55 hex# ac6136 pantone p 162-13 u c 51 m 28 y 83 k 6 r 133 g 149 b 81 hex# 859451 pantone p 162-10 u c 17 m 13 y 24 k 0 r 211 g 209 b 192 hex# d3d0bf

dark green is the primary color for the brand and should be used as so. burnt orange and light green are the secondary colors and should be used as accent colors in relation to the dark green. the beige is used as a background color, and is present in the pattern developed by the mark.

9


correct mark usage

potomac, maryland a good place to grow up

margin space .2"

the light green rectangles above represent how much space that should always be present around the mark proportional to the size of the mark. the wordmark should not be seperated from the mark unless the mark is used in form of a pattern. the mark should be the primary color that is green or in a all black if color is not an option. the wordmark and slogan are allowed to be in the primary color but is preferred to be displayed in the secondary color that is orange and the other secondary color, light green.

10


incorrect mark usage

do not capitalize wordmark

do not use a different typeface

do not stretch the mark

do not place patterns behind the mark that make it illegible

do not change the color of the mark

do not add effects to the mark, like drop shadows

11


letterhead blank sheet

potomac, maryland town hall 10220 river road, potomac, maryland 20854 telephone 301.299.2170 email potomac@md.org

size: 8.5"x11"

12


letterhead with letter

potomac, maryland town hall 10220 river road, potomac, maryland 20854 telephone 301.299.2170 email potomac@md.org

5 November 2017 Mayor Taylor Srebnick 100 Maryland Avenue Rockville Maryland 20850 Dear Mayor Srebnick, I have developed a logo for Potomac, Maryland that I would like you to consider using to represent the town for these reasons: Potomac is identified by its high class community and competitively ranked public schools. These identifying characteristics make it a desirable destination to raise a family. The Potomac community members consist of dedicated parents which provide a supportive and resourceful environment for their children to grow up in. Through its nurturing values, developmental culture and positive environment, Potomac is â&#x20AC;&#x153;a great place to grow upâ&#x20AC;?. To visually represent Potomac, I chose a pair of leaves that are growing out of the same stem. The dynamic gesture of leaves growing embody the idea they have been nurtured which allow them to prosper. This forward motion is visually symbolic of the transformation children experience during their childhood. The marks primary color is a darker green that represents the color of life, nature, and energy, and is associated with meanings of growth, safety, fertility, and environment. The secondary color that is used in the logo component of the mark is a golden orange, which is associated with joy and sunshine and represents happiness, creativity, determination, and success. The logoâ&#x20AC;&#x2122;s font is New Century Schoolbook because it visually resembles school text and carries similar soft curves to the marks leaves. All of these decisions for the mark and logo contribute to the visual representation that Potomac is a great place to for children to grow up. Use this logo to promote, influence and celebrate Potomac for positive influence in so many families lives.

Sincerely, Curly Moonshine

top margin: .6" left margin: .4" right margin: .9" bottom margin: 1" baseline grid: 14pt type size: 10pt

13


mailing label

potomac, maryland town hall 10220 river road, potomac, maryland 20854 telephone 301.299.2170 email potomac@md.org

size: 5"x4" top margin: .5" left margin: .25" right margin: 3.5" bottom margin: 1.5" baseline grid: 10pt type size: 8pt

14


business envelope

potomac, maryland town hall 10220 river road, potomac, maryland 20854 telephone 301.299.2170 email potomac@md.org

size: 9.25"x4.25" top margin: .5" left margin: .25" right margin: 7.5" bottom margin: 2.15" baseline grid: 10pt type size: 8pt

15


business card

potomac, maryland town hall 10220 river road, potomac, maryland 20854 telephone 301.299.2170 email potomac@md.org

size 2"x3.5" top margin: 1.3" left margin: .75" right margin: 1" bottom margin: .75" logo size: 1.5" in height

16


notecard

size 8.5"x 5" top margin: .5" left margin: .35" right margin: 3.5" bottom margin: 6.75" logo size: 1.5" in height

17


signage

flag size: 30"x72"

billboard size: 576"x126"

18


town car

van side

van back

19


banners

standing banners size: 12"x36"

20


souvenirs

hat hat hex# 696d1b print hex# 49490b

tâ&#x20AC;&#x201C;shirt shirt hex# 1c2203 icon hex# 647008

21

pin backgound hex# b3be91 mark hex# 696d1b


digital material

snapchat geofilters

22


digital material

smart phone website homepage

desktop computer website homepage

23


colophon

this mark was designed by taylor srebnick for the town of potomac, maryland. this mark should not be used for anything besides marketing, promoting and branding of the town of potomac, maryland. this mark is protected under copyright and may not be used without consent of the city or designer.

24


potomac, maryland town hall 10220 river road, potomac, maryland 20854 telephone 301.299.2170 email potomac@md.org hours mondayâ&#x20AC;&#x201C;friday 9:00amâ&#x20AC;&#x201C;4:00pm

Potomac, Maryland | Visual Identity Manual  
Potomac, Maryland | Visual Identity Manual  
Advertisement