Arts Midwest

Official Websites

• https://artsmidwest.org
• http://www.artsmidwest.org

Brand Guidelines

2025

Brand Summary

Mission

• To build unprecedented opportunity across the Midwest by advancing creativity [^1].

Core Values

• equity
• integrity
• learning

Target Audience

• Arts organizations and creative communities in Illinois, Indiana, Iowa, Michigan, Minnesota, North Dakota, Ohio, South Dakota, Wisconsin, the Native Nations that share this geography, and beyond [^2].

Personality Traits

• empathetic
• optimistic
• bold
• inclusive
• authentic
• community-focused
• quirky

Visual Identity Overview

• The visual identity features bold, playful graphic devices, vibrant colors inspired by Midwestern wildflowers, high-impact photography, and dynamic font treatments. The logo is a graphic distillation of the tagline ‘Amplifying Midwestern Creativity,’ presented in black or white for consistency and legibility, and interacts freely with colorful elements [^3].

Categories

Brand Voice

• As we communicate, we want to ensure that we capture the elements that we emphasized in our Guiding Principles-like trust, authenticity, community focus, and Midwest pride. The following tips help us make sure that our writing reflects those qualities.
• DO: • Put our audience first by focusing on what they need to know and understand. • Use accessible language. Our goal is straightforward and inspiring communication, so we lean towards words that everyday people use, not an overabundance of $10 adjectives. • Support what you say. Build credibility and trust by incorporating authentic stories, helpful facts, and relevant statistics. • Embrace the principle of “less is more.” Stamp out redundancies and focus on what’s most important. When you avoid crowding everything into a piece of writing, you actually end up communicating more.
• DON’T: • Be overly formal or proper. Speak in an inclusive, real-world way. We never want to come across as too rigid or corporate. • Overuse the passive voice. Using active voice in a sentence makes a much more concrete connection in a reader’s mind. For example, say “Our partners made a significant impact in this community” instead of “A significant impact was made in this community by our partners.” • Overuse industry language, including shorthand and acronyms, unless it’s unavoidable—and the audience is completely familiar with such language. If you feel that some people may need an explanation or extra context, provide it. • Mimic the way other organizations speak, even if they have similar programs or offerings.
• The language in our Bios and Talking Points, as well as the ideas in our Guiding Principles and the direction in our Writing Dos and Don’ts, are meant to inform all of our communications.

Brand Imagery

• Photography is an incredibly powerful tool for marketing, communication, and storytelling. It captures the authentic expression happening in the Midwest-the faces and places that make up our community. Our photos are a celebration of people and the art they create; we also use photography to demonstrate how audiences connect to art, and to each other, via expressions of enthusiasm and engagemem. Arts Midwest’s imagery invites viewers to discover and explore the depth and breadth of Midwestern creative brilliance. With very few exceptions, the photos that we use are original, sourced from our events, and/or shared by members of our community.
• If stock photography is necessary, be very selective in the images you use. You’ll need to abide by the following attributes that help stock images speak to viewers:
• Appropriate: location-based photos should showcase places within our service region.
• Diverse: photos of people should feature a wide variety of race, gender, age, and physical ability.
• Ambiguous: if you must use stock photography, avoid using images in which a model is the main subject. It’s okay for a stock photo to include people in general-as pan of a larger scene, for example. Bur whenever we’re focusing on a person’s identity in a photo, that person should be pan of our Arts Midwest community. Showcasing our people is an important part of building trust and mairnaining authenticity.

Color Palette

• Arts Midwest’s unique primary color palette is made up of three sets of vibrant colors, inspired by Midwestern wildflowers as they begin to blossom in the springtime. That sense of anticipation for the beauty and flourishing ahead is directly connected to the creative process: new ideas come to life like the seeds that turn into fields of color. Our palette conveys a sense of energy, excitement, and potential. Alongside our set of brighter colors, deep navy blues provide useful contrast.
• For digital applications, use the RGB or HEX color codes. For print applications, use Pantone or CMYK color codes. When creating print materials, professional printing with Pantone values will give you the best color intensity. If you need to print with CMYK values, expect that our colors may not look as vibrant on the page as they do on a screen.
• Green C-32 M-0 Y-100 K-0 R-187 G-224 B-0 Pantone 2297 Hex #bbe000
• Light Green C-16 M-0 Y-86 K-0 R-225 G-255 B-74 Pantone 379 Hex #e1ff4a
• Purple C-70 M-67 Y-0 K-0 R-108 G-92 B-255 Pantone 2366 Hex #6c5cff
• Light Purple C-40 M-32 Y-0 K-0 R-148 G-164 B-255 Pantone 2113 Hex #94a4ff
• Coral C-0 M-68 Y-67 K-0 R-255 G-117 B-85 Pantone 170 Hex #ff7555
• Light Coral C-0 M-40 Y-33 K-0 Pantone 169 R-255 G-172 B-153 Hex #ffac99
• Dark Sky C-82 M-76 Y-56 K-72 Pantone 4146 R-24 G-24 B-37 Hex #181825
• Light Sky C-80 M-75 Y-46 K-43 Pantone 5275 R-52 G-52 B-73 Hex #343449
• Gray C-0 M-0 Y-0 K-5 R-244 G-247 B-245 HEX# f4f7f5
• White C-0 M-0 Y-0 K-0 R-255 G-255 B-255 HEX# ffffff
• Black C-0 M-0 Y-0 K-100 R-0 G-0 B-0 HEX# 000000

Typography

• The typefaces (fonts) at the core of our identity are Epilogue and Newsreader. Epilogue is an approachable, confident sans serif font family that features a variety of weights; its blend of rounded forms and unique angularity distinguish it from common and overused sans-style typefaces (like Helvetica). Newsreader provides a good contrast: its design is rooted in craft, and its serif adds some artsy flair. Together, they provide a nice balance to the overall brand. To ensure consistency across branded materials, we strongly recommend using these brand fonts. However, for rare instances when Epilogue and Newsreader are unavailable, the following widely available system fonts can be used as alternatives for internal documents: Arial and Times New Roman.
• To download Epilogue directly from Google Fonts, click here.
• To download Newsreader directly from Google Fonts, click here.
• For website use, follow the font guidance to the right. The H1 title is the most important section. H2 and H3 are used to organize sub-sections. You should only use all caps when you need another layer of hierarchy—for instance, to differentiate two levels of navigation on the website.
• The entire font families for Epilogue and Newsreader are available for download from Google Fonts.
• Tips to ensure that brand fonts are being used correctly: Step 1: Close applications where you will be using the fonts, such as Microsoft Office or Adobe Illustrator. Step 2: Download the select Google Fonts. Step 3: Install fonts on your computer. Step 4: Create/open a document and make sure the fonts are displaying correctly.
• Always export PowerPoint presentations in PDF format to ensure that fonts are displayed correctly.
• H1 / Headlines Midwestern creativity is limitless. Epilogue Regular Sentence Case
• H2 / Sub-Headlines About Us Epilogue Light
• H3 / In-Text Headlines Mission Epilogue Semi Bold
• Body Copy We’re here to build unprecedented opportunity in the Midwest by advancing creativity. To support the artists and organizations that define and redefine this place. To share ideas that make Midwesterners more visible and connected. To raise up the stories that challenge assumptions. And to build flourishing communities that are powered by opportunity, authenticity, and a deep sense of belonging. That’s our Midwest: a place of limitless cool, wide-ranging quirk, expansive inclusivity, and extraordinary possibility. Newsreader Light
• Buttons / Call-to-Action About Arts Midwest Taxonomy Epilogue Light
• All Caps Font NAVIGATION ITEMS Epilogue Regular
• The type should always be black or white. It should also be fully legible, so it’s important to place it on an area on the image that isn’t visually distracting.

Logo Usage

• Our Primary Logo is intentionally presented in black or white. Our unique color palette provides plenty of punch, especially when combined with our high-impact photography; our logo is meant to interact freely with those colorful elements, which means that it has to hold its own visually! Black and white options provide consistency for our brand, so people always know what to look for no matter the backdrop; it’s also good for legibility.
• Our secondary logos are designed to be used in certain instances in place of the Primary Logo.
• Our Horizontal Logo (Logo_AM_Horizontal) should be used when the vertical height of an area makes our Primary Logo harder to read. For example, we use the Horizontal Logo on our website navigation bar.
• The Stacked Logo (Logo_AM_Stacked) is a useful option when our logo is featured beside other logos that have a taller height. It’s also a great choice when you particularly want the accent mark to stand out.
• When using the Arts Midwest logo with another logo, use the orientation that supports an equal visual representation between the two. When locking up the Arts Midwest logo with the National Endowment for the Ans logo, for example, use the Primary Logo (Logo_AM_Primary), since it’s the best match for size and shape. Ensure that you apply the appropriate clear space (you can read more about clear space on page 19 of this document), and include a hairline in the middle to create distinction between the two logos.
• The Ans Midwest logo is available in black or white.
• If you’re placing the logo on a light brand color in Ans Midwest­branded materials, use the Black logo.
• If you’re placing the logo on a dark brand color in Arts Midwest-branded materials, always use the White logo.
• When placing the logo over imagery, use the White logo. To ensure its legibility, make sure to use a background image with minimal visual noise that provides good color contrast. (In other words, the logo needs to stand out on a relatively dark part of the image, without other details behind it that could be distracting or confusing to a viewer.)
• We use clear space to maintain unobstructed breathing room around the logo so that it stands out and is always clearly legible. The minimum amount of clear space our logo requires is the same as the height of the “M” in “Arts Midwest.” When using the logo with other graphic elements, keep at least this much space clear around all sides of the it.
• To ensure that the logo is always legible, it should never appear smaller than the minimum size. See above for a chart of the minimum size requirements for each version of the Arts Midwest logo. For digital applications, the primary logo should be at least 40 pixels tall (from the tip of the accent graphic to the base of the letters in Midwest). For print applications, the primary logo should be at least 0.4 inches tall.
• Always preserve the integrity of our logo and make sure that it’s easy to distinguish from other graphic elements. Avoid the mistakes listed above. For examples of proper logo usage, refer to the Sample Applications section.
• Primary 40 pixels tall X Do not rotate the logo. X Do not stretch the logo vertically or horizontally.
• Horizontal 20 pixels tall X Do not change the font in the logo. X Do not change the colors of the logo.
• Stacked 68 pixels tall X Do not place the logo on a busy area of an image.

Tone And Messaging

• Arts Midwest supports, informs, and celebrates Midwestern creativity-building community and opportunity across our region and beyond.
• To ensure that our communications are clear and consistent, use these guidelines to shape the way you present Arts Midwest in written, spoken, and visual formats.
• Our brand builds trust in our communities by demonstrating consistency, evoking the feelings we want our audiences to experience, and communicating our values to everyone who interacts with us.
• Using words and visuals, our brand helps people immediately understand Arts Midwest’s reason for being: we’re here to build unprecedented opportunity in the Midwest by advancing creativity. And we do it with empathy, verve, and boundless optimism.
• Arts Midwest’s brand is rooted in four guiding principles that shape our communications approach. When you’re speaking or writing on behalf of Arts Midwest in any capacity, keep these foundational ideas in mind.
• Our storytelling is inspired by community experiences, and informed by context. We’re hopeful and want to inspire joy-but we’re honest, too. We tap into authentic feelings and energy that accurately reflect our region. Because we’ve got soul, and we value being real.
• As we communicate, we want to ensure that we capture the elements that we emphasized in our Guiding Principles-like trust, authenticity, community focus, and Midwest pride. The following tips help us make sure that our writing reflects those qualities.
• DO: Pm our audience first by focusing on what they need to know and understand.
• DO: Use accessible language. Our goal is straightforward and inspiring communication, so we lean towards words that everyday people use, not an overabundance of $10 adjectives.
• DO: Support what you say. Build credibility and trust by incorporating authentic stories, helpful facts, and relevant statistics.
• DO: Embrace the principle of “less is more.” Stamp our redundancies and focus on what’s most important. When you avoid crowding everything into a piece of writing, you actually end up communicating more.
• DON’T: Be overly formal or proper. Speak in an inclusive, real-world way. We never want to come across as too rigid or corporate.
• DON’T: Overuse the passive voice. Using active voice in a sentence makes a much more concrete connection in a reader’s mind. For example, say “Our partners made a significant impact in this community” instead of “A significant impact was made in this community by our partners.”
• DON’T: Overuse industry language, including shorthand and acronyms, unless it’s unavoidable-and the audience is completely familiar with such language. If you feel that some people may need an explanation or extra context, provide it.
• DON’T: Mimic the way other organizations speak, even if they have similar programs or offerings.

Brand Values

• VALUES
• EQUITY We commit to actionable, measurable, and reportable ways to respect, honor, and embrace all of humanity.
• INTEGRITY We approach our partners and each other with a spirit of cooperation, trust, humility, and accountability.
• LEARNING We value learning, growing, and risk-taking. We commit to having brave conversations with our partners and each other.
• Arts Midwest’s work is shaped by our guiding values: equity, integrity, and learning. We believe that creativity lives in everyone. Therefore, we do everything we can to help people show up fully, speak their truth, and grow together. We embrace the full spectrum of humanity. We approach each other with trust and humility. We have brave conversations and learn from new perspectives. Living these values helps us build connections that make our beloved places bolder, more welcoming, and seen for the beacons of brilliance that they are.
• We’re always guided by our core values: equity, integrity, and learning.

Visual Style

• Our Primary Logo is intentionally presented in black or white. Our unique color palette provides plenty of punch, especially when combined with our high-impact photography; our logo is meant to interact freely with those colorful elements, which means that it has to hold its own visually! Black and white options provide consistency for our brand, so people always know what to look for no matter the backdrop; it’s also good for legibility.
• Our secondary logos are designed to be used in certain instances in place of the Primary Logo.
• Our Horizontal Logo (Logo_AM_Horizontal) should be used when the vertical height of an area makes our Primary Logo harder to read. For example, we use the Horizontal Logo on our website navigation bar.
• The Stacked Logo (Logo_AM_Stacked) is a useful option when our logo is featured beside other logos that have a taller height. It’s also a great choice when you particularly want the accent mark to stand out.
• When using the Arts Midwest logo with another logo, use the orientation that supports an equal visual representation between the two. When locking up the Arts Midwest logo with the National Endowment for the Ans logo, for example, use the Primary Logo (Logo_AM_Primary), since it’s the best match for size and shape. Ensure that you apply the appropriate clear space (you can read more about clear space on page 19 of this document), and include a hairline in the middle to create distinction between the two logos.
• The Ans Midwest logo is available in black or white.
• If you’re placing the logo on a light brand color in Ans Midwest­branded materials, use the Black logo.
• If you’re placing the logo on a dark brand color in Arts Midwest-branded materials, always use the White logo.
• When placing the logo over imagery, use the White logo. To ensure its legibility, make sure to use a background image with minimal visual noise that provides good color contrast. (In other words, the logo needs to stand out on a relatively dark part of the image, without other details behind it that could be distracting or confusing to a viewer.)
• Primary 40 pixels tall Horizontal 20 pixels tall Stacked 68 pixels tall Do not rotate the logo. Do not stretch the logo vertically or horizontally. Do not change the font in the logo. Do not change the colors of the logo. Do not place the logo on a busy area of an image.
• We use clear space to maintain unobstructed breathing room around the logo so that it stands out and is always clearly legible. The minimum amount of clear space our logo requires is the same as the height of the “M” in “Arts Midwest.” When using the logo with other graphic elements, keep at least this much space clear around all sides of the it.
• To ensure that the logo is always legible, it should never appear smaller than the minimum size. See above for a chart of the minimum size requirements for each version of the Arts Midwest logo. For digital applications, the primary logo should be at least 40 pixels tall (from the tip of the accent graphic to the base of the letters in Midwest). For print applications, the primary logo should be at least 0.4 inches tall.
• Always preserve the integrity of our logo and make sure that it’s easy to distinguish from other graphic elements. Avoid the mistakes listed above. For examples of proper logo usage, refer to the Sample Applications section.
• Surrounding the logo itself, our brand’s visual system brings in key elements of the people and places that Arts Midwest supports. The graphic devices for photography and type are bold, playful, and always trending upward— creating a consistent emotional language that complements the authentic stories of the images themselves. Our brand colors, drawn from Midwestern flora, provide a vibrant palette that highlights our community’s creativity.
• Arts Midwest’s unique primary color palette is made up of three sets of vibrant colors, inspired by Midwestern wildflowers as they begin to blossom in the springtime. That sense of anticipation for the beauty and flourishing ahead is directly connected to the creative process: new ideas come to life like the seeds that turn into fields of color. Our palette conveys a sense of energy, excitement, and potential. Alongside our set of brighter colors, deep navy blues provide useful contrast.
• For digital applications, use the RGB or HEX color codes. For print applications, use Pantone or CMYK color codes. When creating print materials, professional printing with Pantone values will give you the best color intensity. If you need to print with CMYK values, expect that our colors may not look as vibrant on the page as they do on a screen.
• Green C-32 M-0 Y-100 K-0 R-187 G-224 B-0 Pantone 2297 Hex #bbe000 Light Green C-16 M-0 Y-86 K-0 R-225 G-255 B-74 Pantone 379 Hex #e1ff4a Purple C-70 M-67 Y-0 K-0 R-108 G-92 B-255 Pantone 2366 Hex #6c5cff Light Purple C-40 M-32 Y-0 K-0 R-148 G-164 B-255 Pantone 2113 Hex #94a4ff Coral C-0 M-68 Y-67 K-0 R-255 G-117 B-85 Pantone 170 Hex #ff7555 Light Coral C-0 M-40 Y-33 K-0 Pantone 169 R-255 G-172 B-153 Hex #ffac99 Dark Sky C-82 M-76 Y-56 K-72 Pantone 4146 R-24 G-24 B-37 Hex #181825 Light Sky C-80 M-75 Y-46 K-43 Pantone 5275 R-52 G-52 B-73 Hex #343449 Gray C-0 M-0 Y-0 K-5 R-244 G-247 B-245 HEX# f4f7f5 White C-0 M-0 Y-0 K-0 R-255 G-255 B-255 HEX# ffffff Black C-0 M-0 Y-0 K-100 R-0 G-0 B-0 HEX# 000000
• The typefaces (fonts) at the core of our identity are Epilogue and Newsreader. Epilogue is an approachable, confident sans serif font family that features a variety of weights; its blend of rounded forms and unique angularity distinguish it from common and overused sans-style typefaces (like Helvetica). Newsreader provides a good contrast: its design is rooted in craft, and its serif adds some artsy flair. Together, they provide a nice balance to the overall brand. To ensure consistency across branded materials, we strongly recommend using these brand fonts. However, for rare instances when Epilogue and Newsreader are unavailable, the following widely available system fonts can be used as alternatives for internal documents: Arial and Times New Roman.
• For website use, follow the font guidance to the right. The H1 title is the most important section. H2 and H3 are used to organize sub-sections. You should only use all caps when you need another layer of hierarchy—for instance, to differentiate two levels of navigation on the website.
• The entire font families for Epilogue and Newsreader are available for download from Google Fonts.
• Tips to ensure that brand fonts are being used correctly: Step 1: Close applications where you will be using the fonts, such as Microsoft Office or Adobe Illustrator. Step 2: Download the select Google Fonts. Step 3: Install fonts on your computer. Step 4: Create/open a document and make sure the fonts are displaying correctly. Always export PowerPoint presentations in PDF format to ensure that fonts are displayed correctly.
• The Arts Midwest Accent (Accent_AM) is inspired by our logo. It gives an overall image composition extra movement, dimension, and expression. If you’re looking for a graphic to use in compositions, use a version of The Accent-not the symbol from the logo.
• The Accent is best used across full images, in backgrounds, and between two related photographs. It can help different visuals tell a wider story. There are two versions of the accent graphic. In each, the line has a different weight and form: one is thicker and bolder, the other, wider and thinner. Having both options available gives our communications materials a dynamic, wide­ranging feel. There’s no overall prescription for choosing one over the other-play around a bit and figure out what feels right for your specific project! You should feel free to experiment with both. See the following page for examples.
• The Accent works best at large scales, in color, and interacting with imagery. Also can be used as a texture background graphic. For more informal uses such as swag items, you can use all three accents in a playful arrangement (see banner application).
• The Amp Angle (AmpAngle_AM) is another simple graphic device that complements the symbol from our logo. We use it in bold ways to mask images or divide colors. We can also use in subtle ways as a corner edge or hover state for a heading.

Layout And Composition

• The minimum amount of clear space our logo requires is the same as the height of the “M” in “Arts Midwest.” When using the logo with other graphic elements, keep at least this much space clear around all sides of the it.
• To ensure that the logo is always legible, it should never appear smaller than the minimum size. See above for a chart of the minimum size requirements for each version of the Arts Midwest logo. For digital applications, the primary logo should be at least 40 pixels tall (from the tip of the accent graphic to the base of the letters in Midwest). For print applications, the primary logo should be at least 0.4 inches tall.
• When using the Arts Midwest logo with another logo, use the orientation that supports an equal visual representation between the two. When locking up the Arts Midwest logo with the National Endowment for the Ans logo, for example, use the Primary Logo (Logo_AM_Primary), since it’s the best match for size and shape. Ensure that you apply the appropriate clear space (you can read more about clear space on page 19 of this document), and include a hairline in the middle to create distinction between the two logos.
• Always preserve the integrity of our logo and make sure that it’s easy to distinguish from other graphic elements. Avoid the mistakes listed above. For examples of proper logo usage, refer to the Sample Applications section.
• Do not rotate the logo.
• Do not stretch the logo vertically or horizontally.
• Do not change the font in the logo.
• Do not change the colors of the logo.
• Do not place the logo on a busy area of an image.
• For digital applications, use the RGB or HEX color codes. For print applications, use Pantone or CMYK color codes. When creating print materials, professional printing with Pantone values will give you the best color intensity. If you need to print with CMYK values, expect that our colors may not look as vibrant on the page as they do on a screen.
• The Accent works best at large scales, in color, and interacting with imagery. Also can be used as a texture background graphic. For more informal uses such as swag items, you can use all three accents in a playful arrangement (see banner application).
• To use the dynamic font treatment to its fullest potential, create three text boxes that can frame the image in an interesting way-you can imagine it dancing around the image! The type should always be black or white. It should also be fully legible, so it’s important to place it on an area on the image that isn’t visually distracting.

Digital Guidelines

• For digital applications, use the RGB or HEX color codes. For print applications, use Pantone or CMYK color codes. When creating print materials, professional printing with Pantone values will give you the best color intensity. If you need to print with CMYK values, expect that our colors may not look as vibrant on the page as they do on a screen.
• Arts Midwest’s unique primary color palette is made up of three sets of vibrant colors, inspired by Midwestern wildflowers as they begin to blossom in the springtime. That sense of anticipation for the beauty and flourishing ahead is directly connected to the creative process: new ideas come to life like the seeds that turn into fields of color. Our palette conveys a sense of energy, excitement, and potential. Alongside our set of brighter colors, deep navy blues provide useful contrast.
• Green C-32 M-0 Y-100 K-0 R-187 G-224 B-0 Pantone 2297 Hex #bbe000
• Light Green C-16 M-0 Y-86 K-0 R-225 G-255 B-74 Pantone 379 Hex #e1ff4a
• Purple C-70 M-67 Y-0 K-0 R-108 G-92 B-255 Pantone 2366 Hex #6c5cff
• Light Purple C-40 M-32 Y-0 K-0 R-148 G-164 B-255 Pantone 2113 Hex #94a4ff
• Coral C-0 M-68 Y-67 K-0 R-255 G-117 B-85 Pantone 170 Hex #ff7555
• Light Coral C-0 M-40 Y-33 K-0 Pantone 169 R-255 G-172 B-153 Hex #ffac99
• Dark Sky C-82 M-76 Y-56 K-72 Pantone 4146 R-24 G-24 B-37 Hex #181825
• Light Sky C-80 M-75 Y-46 K-43 Pantone 5275 R-52 G-52 B-73 Hex #343449
• Gray C-0 M-0 Y-0 K-5 R-244 G-247 B-245 HEX# f4f7f5
• White C-0 M-0 Y-0 K-0 R-255 G-255 B-255 HEX# ffffff
• Black C-0 M-0 Y-0 K-100 R-0 G-0 B-0 HEX# 000000
• For website use, follow the font guidance to the right. The H1 title is the most important section. H2 and H3 are used to organize sub-sections. You should only use all caps when you need another layer of hierarchy—for instance, to differentiate two levels of navigation on the website.
• The entire font families for Epilogue and Newsreader are available for download from Google Fonts.
• Tips to ensure that brand fonts are being used correctly: Step 1: Close applications where you will be using the fonts, such as Microsoft Office or Adobe Illustrator. Step 2: Download the select Google Fonts. Step 3: Install fonts on your computer. Step 4: Create/open a document and make sure the fonts are displaying correctly.
• Always export PowerPoint presentations in PDF format to ensure that fonts are displayed correctly.
• For digital applications, the primary logo should be at least 40 pixels tall (from the tip of the accent graphic to the base of the letters in Midwest). For print applications, the primary logo should be at least 0.4 inches tall.

Print Guidelines

• For print applications, the primary logo should be at least 0.4 inches tall.
• For print applications, use Pantone or CMYK color codes. When creating print materials, professional printing with Pantone values will give you the best color intensity. If you need to print with CMYK values, expect that our colors may not look as vibrant on the page as they do on a screen.
• Arts Midwest’s unique primary color palette is made up of three sets of vibrant colors, inspired by Midwestern wildflowers as they begin to blossom in the springtime. That sense of anticipation for the beauty and flourishing ahead is directly connected to the creative process: new ideas come to life like the seeds that turn into fields of color. Our palette conveys a sense of energy, excitement, and potential. Alongside our set of brighter colors, deep navy blues provide useful contrast.
• Green C-32 M-0 Y-100 K-0 R-187 G-224 B-0 Pantone 2297 Hex #bbe000
• Light Green C-16 M-0 Y-86 K-0 R-225 G-255 B-74 Pantone 379 Hex #e1ff4a
• Purple C-70 M-67 Y-0 K-0 R-108 G-92 B-255 Pantone 2366 Hex #6c5cff
• Light Purple C-40 M-32 Y-0 K-0 R-148 G-164 B-255 Pantone 2113 Hex #94a4ff
• Coral C-0 M-68 Y-67 K-0 R-255 G-117 B-85 Pantone 170 Hex #ff7555
• Light Coral C-0 M-40 Y-33 K-0 Pantone 169 R-255 G-172 B-153 Hex #ffac99
• Dark Sky C-82 M-76 Y-56 K-72 Pantone 4146 R-24 G-24 B-37 Hex #181825
• Gray C-0 M-0 Y-0 K-5 R-244 G-247 B-245 HEX# f4f7f5
• White C-0 M-0 Y-0 K-0 R-255 G-255 B-255 HEX# ffffff
• Light Sky C-80 M-75 Y-46 K-43 Pantone 5275 R-52 G-52 B-73 Hex #343449
• Black C-0 M-0 Y-0 K-100 R-0 G-0 B-0 HEX# 000000

Accessibility Guidelines

• Use accessible language. Our goal is straightforward and inspiring communication, so we lean towards words that everyday people use, not an overabundance of $10 adjectives.
• Photos of people should feature a wide variety of race, gender, age, and physical ability.

Co Branding

• When using the Arts Midwest logo with another logo, use the orientation that supports an equal visual representation between the two. When locking up the Arts Midwest logo with the National Endowment for the Ans logo, for example, use the Primary Logo (Logo_AM_Primary), since it’s the best match for size and shape. Ensure that you apply the appropriate clear space (you can read more about clear space on page 19 of this document), and include a hairline in the middle to create distinction between the two logos.

Additional Properties