Visual Style Guide 2020
Visual Style Guide
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TABLE OF CONTENTS
About The Brand About Us Brand Personality Brand Logo Primary Logo Logo In Color Identity System MALB Icon Logo On Backgrounds Logo Placement
Visual Elements Brand Colors
Closing Approval Contacts
30 31
6 7
20 21 18 19 22 23
Typography
Photography - People Photography - Property
Shapes
9
Iconography
10
11 12 14 15 13
Visual Execution Business Cards
28 29 26 27
Brochures Stationery Signage
Clear Space Logo Misuse
16
Metro Atlanta Land Bank
VIBRANT COMMUNNITIES
AFFORDABLE HOUSING
ECONOMIC OPPORTUNITIES
ABOUT THE BRAND
About The Brand
6
Visual Style Guide
ABOUT US
For more than 20 years, the Metro Atlanta Land Bank has been a critical component of the development and redevelopment efforts of the City Of Atlanta, Fulton County, Community Development Corporations, nonprofit and for-profit developers. These entities and various stakeholders hold a common vision for a city and county that provide a wide array of affordable and market housing combined with vibrant commerce. The MALB has had significant involvement in creating affordable housing and promoting economic development by leveraging its unique ability to extinguish and serve as the central disposition entity for certain Sheriff and Marshall Deeds.
The MALB seeks to serve as a central vehicle for returning all tax-delinquent and non- revenue producing property within Atlanta and Fulton County to a productive status. This will simultaneously create vibrant communities, affordable housing, and economic opportunity. The MALB will operate as the premier land bank Authority within the region and the United States and serve as an example and facilitator of best practices.
Metro Atlanta Land Bank
Visual Style Guide
About The Brand
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BRAND PERSONALITY
There is no substitute for experience. The Metro Atlanta Land Bank has no shortage of experience, having been in operation for over 20 years! Metro Atlanta is a mission-driven organization with clear leadership and vision. We have a consistent track record of high performance, and data have driven results. We are the only authority under the law to clear delinquent taxes and get a property back on the tax rolls. Landbank is a valuable tool for municipalities; we excel at making the best use of inactive land and making it vibrant again. We have established strategic relationships with city-related housing partners and are known for holding developers accountable.
We are passionate about revitalizing properties in underdeveloped and underutilized communities. Our leadership leverages our powers to provide opportunities that benefit the community. We love solving challenging issues by taking a cross- organizational, collaborative approach to benefit the residents of Atlanta. We seek to provide opportunities for local, small, and medium-sized developers, nonprofit community development corporations to shape the communities they live, work, and play. Creating a safe, secure, affordable housing leads to a more stable life and greater economic opportunity. We are driven to have a true impact by transforming neighborhoods into thriving communities.
Metro Atlanta Land Bank
BRAND LOGO
Visual Style Guide
Brand Logo
9
Primary Logo
The primary logo represents the overall Metro Atlanta Land Bank brand. As the most visible and recognizable symbol of the brand, it allows us to present our identity consistently across all communications and media. The logo is made up of 2 parts, it has a traditional look with modern typography and a unique icon. THE WORD MARK IS THE TYPEFACE GOTHAM AND SHOULD BE APPLIED AS SPECIFIED IN THE GUIDELINES AND NOT ALTERED IN ANY WAY.
MINIMUM SIZING The minimum size of the logo for print applica- tion is 1.75 inches wide.
1.75 INCH
Metro Atlanta Land Bank
Brand Logo
10
Visual Style Guide
Logo In Colors
Each brand logo has several color variations for use on different background types, tones, and colors. When in doubt, use the most legible version and color of the logo for the available background. For printed executions, special care should be given to ensure logo legibility on the final media or material used. MALB Blue is our primary color, but the full color logo should be used on light or complementary color backgrounds. If color is not an option for technical reasons, or if the brand colors do not provide enough contrast with other visual elements, use the black and white logo options. Do not use any color that is not specifically detailed in this guide. Color breakdowns are found on page 18 of this document.
Visual Execution
Metro Atlanta Land Bank
Visual Style Guide
Brand Logo
11
Indentity System
Our primary logo is too wide to fit in some small spaces. We have provided different logo compositions that should cover every space imaginable. Instead of trying to fit a logo into a space that is too small or crowded, simply use a different version for maximum visual impact and clarity. Our identity system is designed for flexibility, consistency, and brand recognition. Use the following guidelines to select the best version. AVOID USING THE ICON ONLY LOGO EXCEPT FOR A FEW NOTABLE EXCEPTIONS SUCH AS SOME SOCIAL MEDIA PROFIE PICTURES AND THE WEBSITE FAVICON.
PRIMARY LOGO
SQUARE LOGO
ICON ONLY LOGO
Metro Atlanta Land Bank
Brand Logo
12
Visual Style Guide
MALB Icon
The icon consists of three shapes that represent Metro Atlanta Land Bank’s brand. The first thing you are likely to notice is the House roof shapes; they signify the land bank’s involvement within the communities they serve. The two diagonal rectangles “M” stands for Metro or Metropolitan area. The triangle shape is a simplified version of the “A” standing for Atlanta. When viewed together, the logo represents the dedication that the land bank has to revitalize metro Atlanta neighborhoods.
Metro Atlanta Land Bank
Visual Style Guide
Brand Logo
13
Logo On Backgrounds
Contrast is the name of the game when considering placing the logo on any background. Our logo should not only be legible; it should also make a clear, strong statement when used. If there is not enough contrast between the logo and the background, the logo’s presence is weakened. The logo may be placed on photographs, textures, and patterns as long as there is enough contrast for the visible logo.
Metro Atlanta Land Bank
Brand Logo
14
Visual Style Guide
Logo Placement
When placing the primary Metro Atlanta Land Bank Logo on any surface, we recommend centering the logo within the available space.
Metro Atlanta Land Bank
Visual Style Guide
Brand Logo
15
Clear Space
Clear space, or negative space, is the area that surrounds the logo that is completely clear of any other graphical element. Clear space helps the logo stand out from the rest of the details on the page and ensures legibility, even at small sizes. The more clear space around the logo, the better visibility it has. At a minimum, there should be clear space equal to the Metro Atlanta Land Bank icon’s height on all four sides of the logo. Apply this to all versions of the MALB logo.
UNIT OF MEASUREMENT As the logo scales in size, this unit of measurement will scale with it
1X
Metro Atlanta Land Bank
Brand Logo
16
Visual Style Guide
Logo Misuse
DO NOT CHANGE THE LOGO COLOR OUTSIDE OF THE APPROVED PALETTE.
DO NOT APPLY A GRADIENT OR PATTERN FILL TO THE LOGO.
DO NOT OUTLINE THE LOGO.
This page illustrates how not to use the Metro Atlanta Land Bank logo. These examples represent some of the most common errors but do not necessarily constitute an exhaustive list. To maintain a consistent appearance and presentation of the MALB logo, follow the guidelines outlined in this document.
DO NOT ADD A DROP SHADOW OR ANY OTHER EFFECT TO THE LOGO.
DO NOT CROP OR CUT OFF THE LOGO.
DO NOT CHANGE THE TYPEFACE OR RECREATE THE WORD MARK.
DO NOT ROTATE THE PRIMARY OR ICON VERSIONS LOGO.
DO NOT STRETCH, DISTORT, OR WARP THE LOGO IN ANY WAY.
DO NOT POSITION THE LOGO WITH A WHITE BACKGROUND ON ANY PHOTOS.
Metro Atlanta Land Bank
VISUAL ELEMENTS
Visual Elements
18
Visual Style Guide
Brand Colors
Hex : #253C78 RGB : 37 60 120 CMYK : 99 88 24 10
WHITE
Hex : #FFFFFF RGB : 255 255 255 CMYK : 0 0 0 0
MALB BLUE
The Metro Atlanta Land Bank brand should be primarily represented by the color palette shown on the right. This color chart includes CMYK, RGB, Hex values, and Pantone swatch codes for the MALB color palette.
BLACK
Hex : #00000 RGB : 0 0 0 CMYK : 75 68 67 90
Take care to ensure accurate color reproduction is applied to every reproduction.
MALB ORANGE
Hex : #FF5B1E RGB : 255 91 30 CMYK : 0 79 95 0
For print applications, use CMYK or Pantone values. For web/screen applications, use RGB or Hex values. Instead of attempting to outline every possible approved hue, we recommend you use your best judgment when adding secondary colors.
GRAY
Hex : #B1B1B1 RGB : 177 177 177 CMYK : 32 25 26 0
MALB GREEN
Hex : #3A804E RGB : 58 128 78 CMYK : 79 28 85 13
LIGHT GRAY
Hex : #F2F2F2 RGB : 242 242 242 CMYK : 4 2 2 0
OUR BRAND SHOULD NOT BE REPRESENTED BY ANY COLOR THAT IS NOT SPECIFIED HERE.
Metro Atlanta Land Bank
Visual Style Guide
Visual Elements
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Typography Print/Web
Gotham (TT) Medium
Montserrat ExtraBold HEADLINES aåbcçd∂eéfƒghiîjklmμnñoøpqœrstuüvwxyz AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ 0123456789o(. ,’ ”-;:)!?&© π®†≈◊TM£¢∞§•ao A a Gotham (TT) Bold HEADLINES aåbcçd ∂ eéfƒghiîjklmμnñoøpqœrstuüvwxyz AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ 0123456789o(. ,’ ”-;:)!?&© π®†≈ ◊ TM£¢ ∞ §•ao A a
SUBHEADINGS aåbcçd ∂ eéfƒghiîjklmμnñoøpqœrstuüvwxyz AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ 0123456789o(. ,’ ”-;:)!?&© π®†≈ ◊ TM£¢ ∞ §•ao
Few things communicate the Metro Atlanta Land Bank brand’s look and feel more clearly than typography: the way letters, numbers, and symbols are put together. For headlines, subheadings, and meta- related texts, we use a geometric sans-serif typeface called Gotham. Typically, these are set in the heavier weights and all caps, with normal spacing between the letters. For body copy, we use adobe’s first open- source san serif typeface named Source Sans Pro. We also use the italic version for typographic accents. The weights listed here are what we typically use most, but feel free to use any appropriate font-weight. Do not use Gotham in italic form.
Source Sans Pro Regular BODY TEXT
aåbcçd∂eéfƒghiîjklmμnñoøpqœrstuüvwxyz AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ 0123456789o(. ,’ ”-;:)!?&© π®†≈◊TM£¢∞§•ao
Source Sans Pro Light CAPTIONS
aåbcçd∂eéfƒghiîjklmμnñoøpqœrstuüvwxyz AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ 0123456789o(. ,’ ”-;:)!?&© π®†≈◊TM£¢∞§•ao
Montserrat Bold SUBHEADINGS aåbcçd∂eéfƒghiîjklmμnñoøpqœrstuüvwxyz AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ 0123456789o(. ,’ ”-;:)!?&© π®†≈◊TM£¢∞§•ao
ANY TYPEFACE NOT REFERENCED IN THIS SECTION WILL BE CONSIDERED UNAUTHORIZED FOR USE.
Source Sans Pro Regular BODY TEXT
aåbcçd∂eéfƒghiîjklmμnñoøpqœrstuüvwxyz AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ 0123456789o(. ,’ ”-;:)!?&© π®†≈◊TM£¢∞§•ao
Source Sans Pro Light CAPTIONS
aåbcçd∂eéfƒghiîjklmμnñoøpqœrstuüvwxyz AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ 0123456789o(. ,’ ”-;:)!?&© π®†≈◊TM£¢∞§•ao
Metro Atlanta Land Bank
Visual Elements
20
Visual Style Guide
Photography - People
Metro Atlanta Land Bank brand photography’s overall tone should be dynamic, exciting, colorful, full of life, and down-to-earth. When capturing people, live events, conferences, construction sites, and scenes around the land banking operations, we pursue vibrant, saturated imagery that communicates our space’s overall excitement. We keep colors true-to- subject. We tend to darken the shadows and brighten the highlights to increase contrast. When taking photos of people, posing them for portraits is perfectly acceptable as long as their expression is natural, and the overall photograph does not feel stiff. Use the examples on this page as inspiration.
Metro Atlanta Land Bank
Visual Style Guide
Visual Elements
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Photography - Property
The photography for the Metro Atlanta Land Bank properties should embody its vision for the future, which is vibrant communities, affordable housing, and economic opportunity. All photographs should showcase the potential of the property and the appealing natural elements of its surroundings. All property should be shot at a wide- angle. Take care in making sure the photos are horizontally and vertically aligned. Limit perspective to exclude visual distractions or unappealing surroundings such as debris, trash, and other waste. Focus on naturally appealing features, anything that makes the property more attractive—features like vegetation, trees, views, mountains, hills, skyline, etc. Last but not least, Find creative angles that make the property more visually interesting!
Metro Atlanta Land Bank
Visual Elements
22
Visual Style Guide
Shapes
When it comes to shapes, we want to leave an impression. So we have chosen to use the shapes that appear in our logo, rectangles, triangles, and even the logo itself! One shape we use frequently is the triangle. This triangle found in our logo represents the city that we serve ( Atlanta ). This shape, along with the slanted rectangles found in our logo, can be found on everything from internal documentation to our marketing materials. When using these shapes as a container, the background can be a solid color and can also be used as a photographic frame.
Metro Atlanta Land Bank
Visual Style Guide
Visual Elements
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Iconography
The iconography that we use is a custom outlined set explicitly made for land banking. The icons are used to represent the process of land banking and the programs that MALB offers. Additional Icons can be used that do not exist in the custom set but must also be of the same type. All of the iconography can be found in the Visual Assets folder that accompanied this style guide.
Tax Deliquent
Foreclosure
Code Violation Blighted
Criminal Activity
Voluntary Donation
Solicitor / DA US Attorney
Code Enforcement
Solicitor / DA US Attorney
Market Negotiated Purchase
Property Seizure
Land Bank Authority
Tax Commisioner
Apply
Review Process
Contact Owner
Purchase Property
Return To Good Status
Metro Atlanta Land Bank
VISUAL EXECUTION
Visual Style Guide
Visual Execution
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Business Cards
Business cards are reserved for management and sales roles and printed on an as-needed basis. Content on all business cards should follow the included template: nothing should be added or removed.
Metro Atlanta Land Bank
Visual Execution
26
Visual Style Guide
Stationery
Our stationery has a vibrant color, with a modern design and sophisticated layout that is sure to stand out on any desk in any office. We have included examples of stationery design on the page.
Metro Atlanta Land Bank
Visual Style Guide
Visual Execution
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Brochures
Our brochures include traditional page layouts, vibrant covers, with high-quality photography both inside and out. The examples provided should be used as inspiration for the production of future brochures.
Metro Atlanta Land Bank
Visual Execution
28
Visual Style Guide
Signage
Our signage is vibrant, clean, and modern. We invite the viewer to learn more about the work we do with as few words as it takes to get the point across.
Metro Atlanta Land Bank
Visual Style Guide 2020 CLOSING
Closing
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Visual Style Guide
APPROVAL
The Metro Atlanta Land Bank is a long-standing, well-established brand. Though experienced, we are continuing to innovate. New approaches, new trends, and changes in technology will inevitably impact our brand visuals. All Metro Atlanta Land Bank brand executions must follow the guidelines listed within this document. An authorized representative must approve anything outside of these guidelines.
Approvals may be submitted directly to Terica Bashir or Christoper Norman. If you are a vendor, we require electronic or physical proof before any item is printed, published, or otherwise executed. Questions prevent mishaps: If you have a question about the use of our brand materials or a brand execution, do not hesitate to ask!
Metro Atlanta Land Bank
Visual Style Guide
Closing
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CONTACTS
Address 34 Peachtree Street NW Suite #2200 Atlanta, Georgia 30303 Phone (404) 525-9336 Email info@metroatlantalandbank.org
Person Of Contact TERICA BASHIR
Person Of Contact CHRISTOPHER NORMAN
Metro Atlanta Land Bank
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