contents History
Our Voice
The Logo
Color Palette
Typefaces
Icons
Graphics
Usage
historyof the firehouse
Since the mid 1940s the downtown Kearney, MO Firehouse served as a municipal building housing the Fire Dept, Police Dept & City Hall. Today, it has been renovated into a mini community center that offers community enrichment classes and workshops for all ages with a focus on the creative arts.
The renovated building includes a PC lab that offers computer literacy and access to our rural community and curriculum from Metropolitan Community College. It includes a Mac lab, creative classroom and fine art studio, offering instructors and curriculum from the Kansas City Art Institute.
The Firehouse is the first in a series of renovations of Kearney buildings to transform our downtown into the Firehouse Arts & Cultural District. Other buildings are being repurposed into a variety of professional grade studios, including multimedia/photography, culinary kitchen, music/recording studio, artist-in-residence loft and a gallery event space and presentation hall. Another element of the Firehouse is an after school program bringing the youth into a professional environment to pursue an interest or spark a lifelong passion.
The Firehouse building is the genesis of the downtown revitalization and an incubator for related programs. It is considered our creative teaching center.
The Firehouse logo may be used with or without the tagline in either color,
black and white, or reversed out on dark backgrounds.
inspire. create. innovate.
Occasionally, as seen fit, the Inspire. Create. Innovate. version of the FIREHOUSE logo may be used in marketing materials.
CENTER FOR CREATIVE EXCELLENCE
Do not remove the gradient.
Do not disproportinately scale the logo.
Do not reposition the tagline when used next to the logo.
Do not crop the logo.
DO
DONT
The Firehouse logo may be used with or without the tagline in either color, The Firehouse logo was de
signed to
represent a center full of
burning
creativity and should be rep
roduced
as specified in the brand gu
ide.
and its usagelogo
The tagline may be used as a stand alone piece as long as it is completely separate from the logo.
Inspire. Create. Innovate.The above words may be used throughout all Firehouse branding materials. Any Firehouse font maybe be used, however, each word must be followed by a period (.) When using Greyhound, a capital letter followed by lowercase is prefered. All three words my be the same color or, one word out of the 3 may be a different color. Avoid using three colors for the key words.
Taglines
CENTER FOR CREATIVE EXCELLENCE
Our tagline, Center for Creative Excellence, and key words, Inspire. Create. Innovate. should follow certain guidelines which help create our barnd.
Clear spaCe In general, the logo should have space on all four sides roughly the width of the Ein FIREHOUSE.
E E
EE
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Tae aborit maio bea diat ipsam eniet, untis as sam re, ilitiis sinctum re, qui beationet quo et aut mi, quid qui omniet assequam, numquos Tae aborit maio bea diat ipsam eniet, untis as sam re, ilitiis sinctum re, qui beationet quo et aut mi, quid qui omniet assequam, numquos
When appropriate, it is okay to fill the space just below HOUSE or CENTER FOR CREATIVE EXCELLENCE with a photo or illustration as long as it does not have a background. The logo may also, on occasion be placed on top of a photo or illustration as long as the text in the logo is still readable. The logo should never touch or overlap text.
The following specifications help keep the logo clean, clear and highy visable in Firehouse marketing matrials.
BaCkgrounds
Use the reversed out logo when the background color value is between 70% and 100%.
The logo and tagline must always have a good contrast with the background to ensure maximum impact.
Only use the color logo when the background color value is between 0% and 60%. Preference should be given to a white background.
Use the black and white logo when the background color value is between 0% and 60%.
The wordmark FIREHOUSE should be no smaller than .75 horizontally from the bottom of the F to the top of the last E.
MiniMuM sizeThe minimum size helps retain readability of the Firehouse logo.
color fun gradie
nts
Use the gradients to create
icons and other
graphics and, as appropriate,
in collateral. Side
bars and other bold, simple e
lements would
look good as gradients, howe
ver, exercise
precaution when combining g
radient colors.
Use the single colors throug
hout all brand
materials.. The consistent us
e of the single
colors plays an important rol
e in how we
express our brand to our co
mmunity and
to our partner organization
s.
bold singles
color
bold singles
Lenka is handwritten and friendly, crumpled up and a bit quirky,inspiring and unique.
avenirDelivers more attractive, contemporary details.
Innovative, it looks toward the future. By including a complete range of styles,
12
The Great Thunder isEXCITING and CREATIVE for shoRT, bold headings.It works well with
Greyhound, a FUN san-serif font which can be used for longer headings and sub-headings
weights from light to Black that are consistent in both style and quality,it is a dependable choice for text.
fontsGreyhoundabcdefghijklmnopqrstuvwxyzABCDEFGHI1234567890
SHORT TITLES AND HEADINGS
Call out Text
Body Copy
The Great Thunder is most attractive when used for simple bold headings in any of the Firehouse bold singles. The Great Thunder can be downloaded at: www.dafont.com/the-great-thunder.font
+ typography
Our fonts and typographic
system
help unify the Firehouse b
rand.
LONG HEADINGS AND SUB-HEADINGS
Use Avenir for any body copy. Avenir comes in a variety of weights so try and match the weight to the context of the text. Avenir adds a contemporary and professional feel to the Firehouse brand. Avenir can be downloaded at: http://www.myfonts.com/fonts/linotype/avenir/
Avenir Book abcdefghijklmnopqrstuvwxyz ABCDEFGHI1234567890 avenir Medium abcdefghijklmnopqrstuvwxyz aBCdeFgHi1234567890Avenir Heavy abcdefghijklmnopqrstuvwxyz ABCDEFGHI1234567890Avenir Oblique abcdefghijklmnopqrstuvwxyz ABCDEFGHI1234567890
The Great Thunderabcdefghijklmnopqrstuvwxyz AbCdEFGhI1234567890
Lenka abcdefghijklmnopqrstuvwxyzaBCDeFGHI1234567890
Use Greyhound for headings not appropriate for The Great Thunder, subheadings and other supplemental design elements. Greyhound can be downloaded at: http://www.fonts101.com/fonts/view/Standard/12834/Greyhound_DB
Lenka adds a friendly, welcoming vibe to the Firehouse. Use wherever seen appropriate. Lenka can be downloaded at: http://www.dafont.com/lenka-stabilo.font
Corbel is a standard desktop font that we use in place of Avenir for all day-to-day business communications created in desktop programs such as Microsoft PowerPoint and Word. Corbel should also be used online and in emails for any live copy as well as for any new icons.
Corbel Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHI1234567890 Avenir Heavy abcdefghijklmnopqrstuvwxyz ABCDEFGHI1234567890Corbel Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHI1234567890Corbel Bold Italic abcdefghijklmnopqrstuvwxyzABCDEFGHI1234567890
desktop Typeface
Note: This font is not to be used in print materials other than for icons.
Thoughtful use of typography will help make the Firehouse communications engaging and clear. The size, weight, color and layout of type will have a big impact on how well we communicate.Create impact.Highlight important words or key phrases to make our messages more powerful.Reverse words out of bright colors to create rhythm and pace.Call outs highlight important information and add visual interest to text-heavy layouts.Establish a clear hierarchy of information.Use fonts, type size, weight, color and placement to communicate information clearly.Allow a generous amount of open space.Place content to make the information understandable and clear.Create compelling headers.Headers created using The Great Thunder should be all lowercase.Greyhound headers can be a all lowercase or have the first letter capitalized but never all caps.
Avenir and Corbel headers should be all caps sed only used when necessary.
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Always use unjustified text (raged left)
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Avoid using justified text.
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Avoid adding drop shadows.
headerheaderHEADEr
hEAdERHEADERHeader
Typography
The icons can be used to d
ifferentiate category
offerings within Firehouse
. any additional icons
should be created using th
e same "painted" effect
with a new gradient combin
ation.
iconswith perso
nality
with personality Inspire.
Create. Innovate.
Start with basic line drawing
Overlapping transparent colors create watercolor effect.
Paint splatters help unify ou
r brand and
compliment the Firehouse lo
go. They
reinforce attributes of crea
tive, fun,
friendliness. Use any of the
paint splatters
in any combination of Fireho
use singles.
paint splatters
graphicsIllustrations s
hould be line drawings of
people or simple subject mat
ters. They
should use transparent "mut
ed" colors
which build and overlap slightl
y to create a
kind of "watercolor" effect.
Interspersing
illustrations supports our ov
erall brand
which inspires creative innov
ation.
illustrations
usageHow the logo a
nd brand elements are
applied through out Firehou
se marketing is
an important key to creating
our identity.
Some liberty and creative lice
nse may be
taken, however, it is advisted
to follow the
brand guide as much as possi
ble.
applying the brand
Incorporation of partner logos
Front and back of single fold 8 1/2/ x 5 1/2 brochure designed for easy in-house printing.
Good use of illustration
Photos help tell our story
Paint splatters create cohesion Secondary colors
help create interest
Use of Greyhound for sub-headers
The Great Thunder makes a good header
applying the brand
Inside of single fold 8 1/2/ x 5 1/2 brochure designed for easy in-house printing.
Minimum size for the logo helps keep the Firehouse name legible
Use of small photos create consistency with the front
Secondary and accent colors create visual interest and create cohesiona with the front and back Avenir makes good body copy
Continued use of The Great Thunder reinforces our brand
applying the brand
cont.
Business cards and fun merc
handise or give away
items help promote the Fire
house brand and engage
the community.
JENNYHAYESExecutive Director
[email protected]. 816-000-0000. www.kearneyfirehouse.org.
Creative and innoative single sided business cards.
The use of one gradient color fils the space on this card nicely
Creative play on logo design for name and title
Double sided business cards provide more space and create emphasis.
Appropriate use of the inverse logo
inspire. create. innovate.
CENTER FOR CREATIVE EXCELLENCE
Avenir font adds attractive, contemporary details
Correct use of periods after inspire. create. innovate.
Paint splatter helps create brand cohesion
Good use of the primary colors
[email protected]. 816-000-0000. www.kearneyfirehouse.org.
JENNY HAYESExecutive Director
CENTER FOR CREATIVE EXCELLENCE
insp
ire. c
reate. in
nova
te.
CENTER FOR CREATIVE EXCELLENCE
Inspire. Create. Innovate
Here is a fun idea for the front and back of a t-shirt which can be given to program participants
Bracelets can be made in corresponding colors to match the various programs.
Bumper stickers get the Firehouse name in the community. Aprons for painting and cooking.
applying the brand
cont.
CENTER FOR CREATIVE EXCELLENCE
106 s Jefferson | kearney, Mo 64060