Branding resources, Park Hill, North Little Rock, Arkansas

Park Hill, North Little RockBranding Style Guide

B R A N D I N G S Y S T E M P R E P A R E D B Y

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PLAN. PRESERVE. PROMOTE.

We are Park Hill.

We are the stewards of Justin Matthews’ perfect plan, a visionary community where dappled light shines down on eclectic homes and walker-filled neighborhood streets . Today, we are living out this vision… What Matthews envisioned is our perfect home.

Whether its the Boat House, the Witches’ House, or Spiderweb House, our homes are a perfect compendium of early twentieth-century architectural styles, from Craftsman Bungalow and Art Deco, to English Revival and Spanish Colonial Revival.The people that call these structures home are equally diverse. Everyday, we are working together to create the perfect neighborhood.

The perfect place to raise a family.The perfect place to get away.The perfect place to retire.The perfect place to call home.

We are what a neighborhood used to be, and is supposed to be. We are…Perfectly Park Hill.

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Branding Approval In order to ensure consistent use of the Park Hill brand, we ask that you submit a sample of each project for approval. Please specify your deadline requirements. We will reply promptly to your request for approval.

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Logo Variations Below are the logo variations for the Park Hill brand. They are presented in two color, one color, reversed and Black & white usages. All logos are created in vector art and are infinitely scalable and available for any use. These logos are available on the Pleasanton Logo CD.

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Logo Size & Spacing The size and spacing of the Park Hill brand is important in ensuring that the logo is displayed is a positive and consistent way and helps to reinforce the brand. The logo should always have enough open space around it to have a clear and clean impact. The “P” should be used as the measurement guide for this open space.In order to preserve legibility, maintain a minimum of .5” height.

.5 inch

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These are some examples of improper ways of presenting the Park Hill brand.

Incorrect Usage

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Color Palette Use the primary palette on all branded materials such as logos, corporate identity, Web site, advertising, collateral, and imprintables. The colors printed here are NOT guaranteed to be matches. The use of a Pantone Swatch book is the best way to work with your vendors and assure color correctness. Always proof anything before production runs begin to assure that the colors are satisfactory.

Dealing With Consistent Color Using Pantones: The accuracy of color is critical in design. Because what you see on your monitor is never what will appear on a printed sheet, designers need a standardized color key. It can be very frustrating to see the logo you worked hard to create look deep blue on the client’s letterhead, blue-greenish on his business card, and light blue on his very expensive envelopes.

A way to prevent this is by using a standardized color matching system, such as the PANTONE MATCHING SYSTEM. Though PANTONE is not the only color standardization system, it is the most widely used and the one that most printers understand. Aside from being able to have consistency, PANTONE Colors allow you to use colors that cannot be mixed in CMYK.

IMPORTANT

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To add consistency to the logo, The following fonts have been chosen as the approved typefaces.

Typography

a b c d e f g hi j k l m n o p qr s t u v w x y z

A B C D E F G H I J KL M N O P Q R S T U V W X Y Z1 2 3 4 5 6 7 8 9 0

Palatino Linotype Bold Italic

Modern No. 20

Installing Opentype or Truetype Fonts in Windows:

We recommend installing only one format - OpenType, TrueType, or PostScript - of a font. Installing two or more formats of the same font may cause problems when you try to use. view, or print the font.

Choose Start > Settings > Control Panel. Note: In Windows XP choose Start > Con-trol Panel Double-click the Fonts folder. Choose File > Install New Font. Locate the fonts you want to install. In the drivers list, select the drive and the folder containing the fonts you want to install. In the Folders list, select a folder that contains the fonts you want to install. (Make sure you have unzipped them first.) The fonts in the folder appear under List of Fonts.

Select the fonts to install. To select more than one font, hold down the CTRL key and click each font. To copy the fonts to the Fonts folder, make sure the Copy fonts to the Fonts folder check box is selected . Note: If installing fonts from a floppy disk or a CD-ROM, you should make sure this check box is selected. Otherwise, to use the fonts in your applications, you must always keep the disk in the disk drive. Click OK to install the fonts.

IMPORTANT

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLNOPQRSTUVWXYZ

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Brand Extension Brand extension is the process of incorporating the brand into events and activities going on in the community. By adopting the look, feel and tone of the Park Hill brand, these events begin to be connected in the consumers mind and begin to add strength to the primary brand and vice versa. The general approach of brand extension is to select at least one of the members of the color palette as the primary color of the logo, and expanded the color palette from there. The use of approved fonts also connects the logo to the overall brand.

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Usage ControlWhen to use the logo and when not to is often times a judgement call. As the official keeper of the brand, Park Hill has the final say in the usage of the brand. The brand should be used in signage, advertising, direct mail, event logos, merchandising, etc. Usage of the brand in an individual business or in an application that directly profits an individual business will be reviewed on a case by case basis.

The Way a Neighborhood Used to Be.

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Advertising There are several fundamental design strategies that will allow for connections to be made while also allowing your business to reinforce its own identity. The use of clean design, similar color palettes, and a consistent logo element can create an indepen-dently managed branding campaign. The following pages show some of the design fundamentals that will be important to use when creating your ads. Advertising expert David Ogilvy devised an ad layout formula for some of his most successful ads that became known as the Ogilvy. The illustration on this page is the basic design that follows the classic visual, headline, caption, copy, signature format. From this basic ad layout, other variations are derived.Try changing the margins, fonts, leading, size of the initial cap, size of the visual, and placing the copy in columns to customize the basic format of this ad layout.

Visual at the top of the page. If you are using a photo, bleed it to the edge of the page or ad space for maximum impact.For photos, place a descriptive caption below.Put your headline next.Follow with your main ad copy. Consider a drop cap as a lead-in to help draw the reader into the copy.

Place your contact information (signature) in the lower right corner. That’s generally the last place a reader’s eye gravitates to when reading an ad.

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Ads come in all shapes and sizes but they have a common goal -- to sell a product, a service, a brand. Text, visuals, or a combination of the two are the main elements of any print ad.

HEADLINE GOES HERE.Bont. Lum di iam qui pat, ut patus ortem. Satu me audent. Ad consunum poptem qua ces iam intius, fur. Marit que nonsum adem pora remus caedie nessus condiis uamenius, noximurimus; ia? Dees potatiostres M. Igna, num dit.Elintierioc, quem dientem, quam illes con Etraris sullaris hors ina, dissis, senium det pota, P. Evium dium pra, Ti. Romnon� cit; nonfero inpro consus, nonte, quemque ad co us, nostoraes ca reo et consus prionferei perfes, stra esse none mo et, ta ipionsultum senimus tanteridet quem porterc essoltod ressendiis con diemuli nterum in-tiae qui se iam consupiem manu missili conducio untideessil clum converurorbi publibe ssimei iam nonfec tuam egercen atusque mneque reistrest poptes, milnes conscrisque puliem in nihi, que nit iam ium nocupien sendem te te, des Ahabem iaelicae, converi se, nonsulatum peris, parem, conlocu lostiam perum ses virmis; noximaxim mihili tillarent. Catique ta, vit? quid meniussi ste publinum me no. Nos bon deme ment.Efatin vide peridic aperio, P. Alis. Gratum audacit estrum etiae maio inprae artum patussenitum tatquit. Culium

FOR MORE INFORMATION, GO TO WWW.perfectlyparkhill.com

ContactThe contact or signature of an ad may appear anywhere in the ad although it is usually near the bottom. It consists of one or more of:Logo, Advertiser Name, Address, Phone Number, Map or Driving Directions, Web Site Address, Extras.Some print ads may have additional special ele-ments such as an attached business reply envelope, tear-out portion with a coupon, tip sheet, product sample.

Body The copy is the main text of the ad. Some ads may take a minimalist approach, a line or two or a single paragraph. Other ads may be quite text-heavy with paragraphs of information, possibly arranged in columns newspaper style. While the words are the most important part of the copy, visual elements such as indentation, pull-quotes, bullet lists, and creative kerning and tracking can help to organize and emphasize the message of the body of the ad.

Titles The main headline may be the strongest element of the ad or it may be secondary to a strong visual. Some ads may have sub-heads and other title elements as well.

ArtworkPhotographs, drawings, and graphic embellishments are a key visual ele-ment of many types of ads. Some ads may have only a single visual while others might have several pictures. Even text-only ads might have some graphics in the form of decorative bullets or borders. When included with visuals the caption is one of the first things most readers look at after the visual. It’s not in all ads.

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All of the included graphic files might not work on your machine, but that does not mean that the file is corrupted or that their is something wrong with your machine. These files address all of the normal uses that a community implemented design would require. Always make sure to inform vendors that you have these different file formats available.

IMPORTANT

File Type: Adobe Illustrator File Category: Vector Image FilesFile Description: Vector image file created by Adobe Illustra-tor; composed of paths, or lines connected by points, instead of bitmap data; may include objects, color, and text; often referred to as a Illustrator drawing. Illustrator documents can be opened with Photoshop, but the image will be rasterized, meaning it will be converted from a vector image to a bitmap.

Program(s) that open ai files Mac OS Adobe Illustrator, Acrobat, Reader Adobe Photoshop (rasterized) Apple PreviewWindows Adobe Illustrator, Acrobat, Reader Adobe Photoshop (rasterized)

File Type: JPEG Image FileCategory: Raster Image FilesFile Description: Compressed graphic format standardized by the JPEG (Joint Photographic Experts Group) group; com-monly used for storing digital photos since the format sup-ports up to 24-bit color; also a common format for publishing Web graphics; compressed using lossy compression, which may noticeably reduce the image quality if a high amount of compression is used.

File Type: Encapsulated PostScriptCategory: Vector Image FilesFile Description: PostScript (.PS) file that may contain vector graphics, bitmap images, and text; includes an embedded preview image in bitmap format; often used for transferring between different operating systems.

Program(s) that open eps files Mac OS Apple Preview Adobe Illustrator, Acrobat, or Photoshop QuarkXpressWindows CorelDRAW, Adobe Illustrator, Acrobat, or Photoshop, QuarkXpress

File Type: Portable Document Format Category: Page Layout FilesFile Description: Cross-platform document created by Adobe Acrobat or a program with the Acrobat plug-in; commonly used for e-mail attachments or for saving publications in a standard format for viewing on mulitple computers; usually created from another document instead of from scratch.

Program(s) that open pdf files Mac OS Adobe Reader to view (free) Adobe Acrobat to edit (commercial) Apple PreviewWindows Adobe Reader to view (free) Adobe Acrobat to edit (commercial) Brava! Reader

File Type: Graphical Interchange FormatCategory: Raster Image FilesFile Description: Image file that may contain up to 256 indexed colors; color palette may be a predefined set of colors or may be adapted to the colors in the image; lossless format, meaning the clarity of the image is not compromised with GIF compression. GIFs are common format for Web graphics, epecially small images and images that contain text, such as navigation buttons; however, JPEG (.JPG) images are better for showing photos because they are not limited in the number of colors they can display.

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vintage ad 1950's uk stor-m...

Justin matthews illustration.j... Justin matthews illustration.... Justin Matthews Sr. in Time...

Branding resources, Park Hill, North Little Rock, Arkansas

Documents

park hill brand

copy fonts

list of fonts

usethe fonts

folder containingthe

primary brand

areperfectly park hill

color palette