Brickline Greenway

📋 1 Guidelines

🔗 Connections

Sector

Public transportation Construction

Region

Usa

Guideline Year

2020

Language

English

Tags

Transport Regional

Official Websites

Brand Guidelines

2020

Brand Summary

Mission
  • Brickline Greenway will transform St. Louis by connecting people and our city’s most treasured places, creating inspiring experiences and equitable opportunities for growth [^1].
Core Values
  • discovery
  • equity
  • openness
  • connection
  • courage [^2]
Target Audience
  • Nature lovers, culture creatures, ball players, bike riders, picnic poppers, show stoppers, history buffs, forward thinkers, and the diverse communities of St. Louis [^3]. The audience includes skeptics, indifferents, supporters, and superfans, with messaging tailored to each group [^4].
Personality Traits
  • warm
  • optimistic
  • lively
  • straight-up
  • bold [^5]
Visual Identity Overview
  • The visual identity is modern, bold, and inviting, centered around a recognizable symbol (a pathway of bricks forming a ‘b’) and a strong green color palette. It uses expressive graphic elements, clear logo usage rules, and diverse imagery to convey connectivity, inclusivity, and vibrancy [^6].

Categories

Brand Voice
  • Our Tone These describe the way we present ourselves. It is the voice and visual expression we use when communicating to all our different audiences.
  • wArM OptiMiStiC LiVELy StrAight Up bOLd
  • Tone & Vocabulary wArM OptiMiStiC LiVELy StrAight-Up bOLd WARM Our language is approachable and conversational. In everything we say and do, we try to extend an invitation to get involved.
  • COME hErE tO… Embrace Open up Gather Make space
  • thE grEENwAy iS… Yours Ours Everyone’s All of us
  • SAMpLE MESSAgES By St. Louis, of St. Louis, for St. Louis
  • Tone & Vocabulary wArM OptiMiStiC LiVELy StrAight-Up bOLd OPTIMISTIC Our attitude is always positive and forward-looking. We talk about what we can do, rather than what we can’t.
  • COME hErE tO… Explore Discover Grow Come Together
  • thE grEENwAy iS… Celebratory Hopeful Uplifting At Ease
  • SAMpLE MESSAgES What if?
  • Tone & Vocabulary wArM OptiMiStiC LiVELy StrAight-Up bOLd LIVELY This is a place of possibility and potential. Everything we do must feel alive and active to express the ever-changing nature of the Greenway.
  • COME hErE tO… Move Flow Thrive
  • thE grEENwAy iS… Eclectic Bustling Rhythmic Rousing
  • SAMpLE MESSAgES Let’s go!
  • Tone & Vocabulary wArM OptiMiStiC LiVELy StrAight-Up bOLd STRAIGHT-UP We are candid, but not blunt. Our straight-up and straightforward manner is rooted in our connection to the day-to-day of the city and the community.
  • COME hErE tO… Listen Balance Respect Commit
  • thE grEENwAy iS… Grounded Real Relevant Here & Now
  • SAMpLE MESSAgES It starts here
  • Tone & Vocabulary wArM OptiMiStiC LiVELy StrAight-Up bOLd BOLD There is an intentionality and conviction behind our words and actions. In order to build trust, we have to show everyone that we won’t back away from difficult conversations or shy away from challenges. Every word counts.
  • COME hErE tO… Provoke Inspire Wake up Make change
  • thE grEENwAy iS… Fresh Frank Determined Electric
  • SAMpLE MESSAgES Are you in?
  • Messaging Dos & Don’ts The language we use is important. We want to open up the conversation, not kill it! Avoid the sterile, the generic, and the language we hear so often it starts to feel like an empty promise. Do use language that is warm, direct, relatable and invites conversation.
  • dO SAy: Pop-up parks Looking out for each other This provides for all of us Discovering hidden gems Let’s build this Greenway together! This will connect communities together What if St. Louis could make a change?
  • dON’t SAy: Labs Public safety Equitable opportunities for all Providing access We are building this Greenway for you! This will transform St. Louis. Come learn about changes to your city.
Brand Imagery
  • Our photography should be inviting, down to earth and people-focused. It seeks to showcase not only the places we connect but also the people we connect.
  • When selecting imagery, diversity is key.
  • Diversity in its source allows us to authentically tell the story of the people who experience the Brickline Greenway (eg. leverage crowd sourced imagery).
  • Diversity in depiction shows us as an inclusive and timeless player in the city of St. Louis. Consider the following when dealing with imagery: Age Gender Race Ability (wheelchair, recumbent bikes) Activity (running, walking, biking) Geography (balance representation throughout the district) Seasons Time of day
  • Our render images strive to generate realistic aspirations of spaces and environments to come.
  • When choosing renders: Always make sure that renders are in high enough resolution to suit the applications.
  • Renders ideally include people for contextual scale as well as realistic activities that suit the intentions of the space or project.
  • Make sure the people present in the renders express a diversity in: age, gender, race, ability, and activity.
  • Balance a range in: geography, seasons, and time of day.
Color Palette
  • Our color palette consists of primary colors and secondary colors. Our primary colors give brand recognition and should always be considered first when designing an application. Our secondary colors add warmth, expression and also serve as a visual link back to Great Rivers Greenway.
  • DARK GREEN Pantone 2427 C C81 MO Y100 K54 R34 G65 B32 #224120 RAL 6035
  • WHITE COMOYOKO R255 G255 B255 #FFFFFF
  • YELLOW Pantone 1375 C COM45Y96KO R255 G158 B22 #FF9E16 RAL 1028
  • BROWN Pantone 7596 C C46 M70 Y92 K60 R77 G46 B19 #4D2E13 RAL 8017
  • OFF-WHITE Pantone Warm Gray 1 C 10 M10 Y15 KO R241 G238 B225 #F1EEE1 RAL 1015
  • Sufficient color contrast ensures that our content is accessible to everyone. This page shows acceptable color combinations that can be used for large text and body copy.
  • HIGH CONTRAST RATIO AAA+ AA Normal and Large Text
  • MEDIUM CONTRAST RATIO AA Normal and AAA Large Text
  • LOW CONTRAST RATIO AA Large Text
  • NOTE: These low contrast options are only suitable for large text or non text-based graphic elements. Large text is defined as a minimum of 14 pt (when bold) or 18 pt (when regular).
  • The way in which we apply color in applications can highly impact their tone and expression. The following spectrum demonstrates this and serves as a guide when considering suitable colors palettes.
  • When mainly using our primary palette, a more serious tone is achieved. This limited color palette is most suitable for things like business cards, letters, RFP’s, and internal documents.
  • The more color that is added, the more playful and expressive a design becomes. This sort of tone may be more suitable for social media posts, swag items, and childrens programming.
  • Due to their more expressive usage, the Supergraphic Logo and Symbol have more flexibility in terms of color usage than the primary and secondary word marks.
  • Because our primary dark green and secondary brown color have similar contrasting qualities, it is important to distinguish their relationship within the brand.
  • When selecting a darker color for layouts such as a brochure cover or website landing page -applications that could be the first interaction of people with the brand -using the dark green is advised.
  • When selecting a darker color for layouts such as brochure interior pages or “below the fold” web content, the dark brown can be used, as it is already known or implied that this application is by Brickline Greenway.
  • Certain color combinations and use cases are not permitted for either contrast and legibility concerns, or to ensure brand consistency. Here are a few things to look out for:
  • Do not mix too many secondary colors together.
  • Do not pair dark green and brown together.
  • Do not use our dark green and brown together in a single composition or page.
  • Do not use brown as a background color.
Typography
  • Our primary font is Brickline Passata Regular. The font is an approachable, well-loved take on a timlessly modern typeface. With its all-caps formatting, it’s a straight-up and bold expression of our brand identity.
  • BRICKLINE PASSATA REGULAR USE FOR: Primary Brand Messaging, Headlines, Titles ALTERNATE FONT: Arial Bold
  • Our secondary fonts are Baton Turbo Regular and Bold. They are intended for hard working and functional pieces of text, such as subheaders and body copy.
  • BATON TURBO BOLD AND REGULAR USE FOR: Subheaders, Subtitles, Emphasis ALTERNATE FONT: Arial Bold USE FOR: Body Copy ALTERNATE FONT: Arial Regular
  • Our typographic system consists of two typefaces: Brickline Passata Regular and Baton Turbo. The two complement each other and help establish a clear hierarchy. Please adhere to the following typesetting guidelines to ensure legibility and clarity of content.
  • BRICKLINE PASSATA REGULAR Leading: 95-105% the point size (eg. 100pt size is matched with 105pt leading) Tracking: Auto
  • BATON TURBO BOLD Leading: Auto, Tracking: Auto
  • BATON TURBO BOLD Leading: Auto Tracking: +20
  • BATON TURBO REGULAR Leading: Auto Tracking: Auto
Logo Usage
  • The Brickline Greenway Primary Logo is our first impression; a logo that welcomes people to the greenway. It consists of a reconizable symbol (a pathway of bricks forming a “b”) and our name set in a bold, yet inviting typeface.
  • Our Secondary Logo has more square proportions, which makes it a suitable alternate for places where our horizontal, primary mark just doesn’t fit.
  • In addition to our primary and secondary logos, we have 3 alternate logo options, only to be used in specific use cases.
  • Our Supergraphic Logo is intended for use in large sizes, where the logo is the main visual element on display. It is preferrably used “margin-to-margin” (see p32).
  • Our Symbol can be used when space is limited, or when it becomes redundant to include the word mark.
  • If needed, the logo can appear in a single color.
  • Clear space and minimum size rules ensure that our logo appears crisp and clear across all applications.
  • The same clear space rules apply for all logos.
  • The Supergraphic Logo should never be used at small scales. Therefore, it doesn’t have a specified minimum size.
  • If a logo needs to go below the minimum size, use the symbol instead.
  • Because of their different aspect ratios and internal hierarchy, each of our logo variations has its own ideal treatment when it comes to placing them in a layout.
  • The Primary Logo works best when locked-up to any corner of the layout. The Secondary Logo works well when placed more freely within an application, allowing it to interact with other elements on the page.
  • The Supergraphic Logo works best when used large on a page, margin-to-margin, for maximum impact.
  • For brand consistency, the Brickline Greenway logo should not be altered. The following are examples of treatments that are not permitted:
  • Do not rotate the logo.
  • Do not change the logo color outside of designated brand colors.
  • Do not add or subtract bricks from the icon.
  • Do not change the typeface nor recreate or manipulate the icon.
  • Do not rearrange the location of the wordmark and icon.
  • Do not apply “faux” textures. Always stay true to the materiality of the application.
  • No not distort the logo in any way.
  • Do not apply shadows, gradients, glows, strokes, or any other effects to the logo.
  • Do not change the proportion ratio of the icon to the wordmark.
Tone And Messaging
  • Our Tone These describe the way we present ourselves. It is the voice and visual expression we use when communicating to all our different audiences. WARM OPTIMISTIC LIVELY STRAIGHT UP BOLD
  • Tone & Vocabulary WARM Our language is approachable and conversational. In everything we say and do, we try to extend an invitation to get involved. COME HERE TO… Embrace Open up Gather Make space THE GREENWAY IS… Yours Ours Everyone’s All of us SAMPLE MESSAGES By St. Louis, of St. Louis, for St. Louis
  • Tone & Vocabulary OPTIMISTIC Our attitude is always positive and forward-looking. We talk about what we can do, rather than what we can’t. COME HERE TO… Explore Discover Grow Come Together THE GREENWAY IS… Celebratory Hopeful Uplifting At Ease SAMPLE MESSAGES What if?
  • Tone & Vocabulary LIVELY This is a place of possibility and potential. Everything we do must feel alive and active to express the ever-changing nature of the Greenway. COME HERE TO… Move Flow Thrive THE GREENWAY IS… Eclectic Bustling Rhythmic Rousing SAMPLE MESSAGES Let’s go!
  • Tone & Vocabulary STRAIGHT-UP We are candid, but not blunt. Our straight-up and straightforward manner is rooted in our connection to the day-to-day of the city and the community. COME HERE TO… Listen Balance Respect Commit THE GREENWAY IS… Grounded Real Relevant Here & Now SAMPLE MESSAGES It starts here
  • Tone & Vocabulary BOLD There is an intentionality and conviction behind our words and actions. In order to build trust, we have to show everyone that we won’t back away from difficult conversations or shy away from challenges. Every word counts. COME HERE TO… Provoke Inspire Wake up Make change THE GREENWAY IS… Fresh Frank Determined Electric SAMPLE MESSAGES Are you in?
  • Messaging Principles DISCOVERY Spark curiosity Create messages and stories that provoke curiosity. Ask open questions to kickstart discovery; use evocative language, atmospheric descriptions or surprising stories to open up people’s imagination and takes them on a journey along the Greenway.
  • Messaging Principles EQUITY Hand over the mic By listening to the community and drawing from a wealth of voices we show that a breadth of ideas and inputs are what make the Greenway. In this way, we start to build the movement as a platform where people feel welcome to contribute their time and talent.
  • Messaging Principles OPENNESS Open up the invitation Every conversation with the Greenway should feel like an invitation. When writing, think about the positives — how you can evoke a sense of possibility that the Greenway offers to draw in a broader audience. Starting out with simple and straight-up language can draw people into the project in an accessible way, allowing people to delve deeper into the project’s complexity once they’re involved.
  • Messaging Principles CONNECTION Highlight individual stories with universal appeal Find stories that will resonate emotionally and highlight the personal side of the Greenway with sincerity. Breaking such a big project down into human-sized stories helps us all to relate. When selecting stories and messages, think about the feelings they evoke, or what common cultural denominators can be shared to widen the audience.
  • Messaging Principles COURAGE Create a drumbeat Build momentum where these small or individual stories add up to a bigger narrative that builds over time. The drumbeat shows that the project is committed, here to stay and builds a rhythm for others to get involved. It also gives us good reason to keep listening and talking to the public to gather their ideas and anecdotes.
  • Messaging Dos & Don’ts The language we use is important. We want to open up the conversation, not kill it! Avoid the sterile, the generic, and the language we hear so often it starts to feel like an empty promise. Do use language that is warm, direct, relatable and invites conversation.
  • DO SAY: Pop-up parks Looking out for each other This provides for all of us Discovering hidden gems Let’s build this Greenway together! This will connect communities together What if St. Louis could make a change?
  • DON’T SAY: Labs Public safety Equitable opportunities for all Providing access We are building this Greenway for you! This will transform St. Louis. Come learn about changes to your city.
Brand Values
  • OUR VALUES diSCOVEry EQUity OpENNESS CONNECtiON COUrAgE
  • DISCOVERY Spark curiosity Create messages and stories that provoke curiosity. Ask open questions to kickstart discovery; use evocative language, atmospheric descriptions or surprising stories to open up people’s imagination and takes them on a journey along the Greenway.
  • EQUITY Hand over the mic By listening to the community and drawing from a wealth of voices we show that a breadth of ideas and inputs are what make the Greenway. In this way, we start to build the movement as a platform where people feel welcome to contribute their time and talent.
  • OPENNESS Open up the invitation Every conversation with the Greenway should feel like an invitation. When writing, think about the positives — how you can evoke a sense of possibility that the Greenway offers to draw in a broader audience. Starting out with simple and straight-up language can draw people into the project in an accessible way, allowing people to delve deeper into the project’s complexity once they’re involved.
  • CONNECTION Highlight individual stories with universal appeal Find stories that will resonate emotionally and highlight the personal side of the Greenway with sincerity. Breaking such a big project down into human-sized stories helps us all to relate. When selecting stories and messages, think about the feelings they evoke, or what common cultural denominators can be shared to widen the audience.
  • COURAGE Create a drumbeat Build momentum where these small or individual stories add up to a bigger narrative that builds over time. The drumbeat shows that the project is committed, here to stay and builds a rhythm for others to get involved. It also gives us good reason to keep listening and talking to the public to gather their ideas and anecdotes.
Visual Style
  • Our color palette consists of primary colors and secondary colors. Our primary colors give brand recognition and should always be considered first when designing an application. Our secondary colors add warmth, expression and also serve as a visual link back to Great Rivers Greenway.
  • DARK GREEN Pantone 2427 C C81 MO Y100 K54 R34 G65 B32 #224120 RAL 6035
  • WHITE COMOYOKO R255 G255 B255 #FFFFFF
  • YELLOW Pantone 1375 C COM45Y96KO R255 G158 B22 #FF9E16 RAL 1028
  • BROWN Pantone 7596 C C46 M70 Y92 K60 R77 G46 B19 #4D2E13 RAL 8017
  • OFF-WHITE Pantone Warm Gray 1 C 10 M10 Y15 KO R241 G238 B225 #F1EEE1 RAL 1015
  • Sufficient color contrast ensures that our content is accessible to everyone. This page shows acceptable color combinations that can be used for large text and body copy.
  • HIGH CONTRAST RATIO AAA+ AA Normal and Large Text
  • MEDIUM CONTRAST RATIO AA Normal and AAA Large Text
  • LOW CONTRAST RATIO AA Large Text
  • NOTE: These low contrast options are only suitable for large text or non text-based graphic elements. Large text is defined as a minimum of 14 pt (when bold) or 18 pt (when regular).
  • The way in which we apply color in applications can highly impact their tone and expression. The following spectrum demonstrates this and serves as a guide when considering suitable colors palettes.
  • When mainly using our primary palette, a more serious tone is achieved. This limited color palette is most suitable for things like business cards, letters, RFP’s, and internal documents.
  • The more color that is added, the more playful and expressive a design becomes. This sort of tone may be more suitable for social media posts, swag items, and childrens programming.
  • Due to their more expressive usage, the Supergraphic Logo and Symbol have more flexibility in terms of color usage than the primary and secondary word marks.
  • Because our primary dark green and secondary brown color have similar contrasting qualities, it is important to distinguish their relationship within the brand.
  • When selecting a darker color for layouts such as a brochure cover or website landing page -applications that could be the first interaction of people with the brand -using the dark green is advised.
  • When selecting a darker color for layouts such as brochure interior pages or “below the fold” web content, the dark brown can be used, as it is already known or implied that this application is by Brickline Greenway.
  • Certain color combinations and use cases are not permitted for either contrast and legibility concerns, or to ensure brand consistency. Here are a few things to look out for:
  • Do not mix too many secondary colors together.
  • Do not pair dark green and brown together.
  • Do not use our dark green and brown together in a single composition or page.
  • Do not use brown as a background color.
  • Our primary font is Brickline Passata Regular. The font is an approachable, well-loved take on a timlessly modern typeface. With its all-caps formatting, it’s a straight-up and bold expression of our brand identity.
  • USE FOR: Primary Brand Messaging, Headlines, Titles ALTERNATE FONT: Arial Bold
  • Our secondary fonts are Baton Turbo Regular and Bold. They are intended for hard working and functional pieces of text, such as subheaders and body copy.
  • USE FOR: Subheaders, Subtitles, Emphasis ALTERNATE FONT: Arial Bold
  • USE FOR: Body Copy ALTERNATE FONT: Arial Regular
  • Our typographic system consists of two typefaces: Brickline Passata Regular and Baton Turbo. The two complement each other and help establish a clear hierarchy. Please adhere to the following typesetting guidelines to ensure legibility and clarity of content.
  • BRICKLINE PASSATA REGULAR Leading: 95-105% the point size (eg. 100pt size is matched with 105pt leading) Tracking: Auto
  • BATON TURBO BOLD Leading: Auto, Tracking: Auto
  • BATON TURBO BOLD Leading: Auto Tracking: +20
  • BATON TURBO REGULAR Leading: Auto Tracking: Auto
  • Our photography should be inviting, down to earth and people-focused. It seeks to showcase not only the places we connect but also the people we connect.
  • When selecting imagery, diversity is key.
  • Diversity in its source allows us to authentically tell the story of the people who experience the Brickline Greenway (eg. leverage crowd sourced imagery).
  • Diversity in depiction shows us as an inclusive and timeless player in the city of St. Louis. Consider the following when dealing with imagery: Age Gender Race Ability (wheelchair, recumbent bikes) Activity (running, walking, biking) Geography (balance representation throughout the district) Seasons Time of day
  • Our render images strive to generate realistic aspirations of spaces and environments to come.
  • Always make sure that renders are in high enough resolution to suit the applications.
  • Renders ideally include people for contextual scale as well as realistic activities that suit the intentions of the space or project.
  • Make sure the people present in the renders express a diversity in: age, gender, race, ability, and activity.
  • Balance a range in: geography, seasons, and time of day.
  • Content Frames provide us with an ownable, unique image treatment. They consist of: (1) an image and (2) typography or logo. The space occupied by the typography or logo is cut out to create unique shapes for images to live within.
  • Below are some alignment and spacing rules to consider when constructing Content Frames. The use of rounded corners is meant to echo the symbol and typography.
  • NOTE: Avoid using a corner radius that is too large relative to the typography.
  • Content can be placed in either corner of an image, with a maximum of two corners being occupied by content within a single content frame. It is recommened to stack typography over multiple lines to create more interesting frames.
  • NOTE: Type placed on the right side should be right-aligned.
  • We can use the bricks that make up our logo to create a compelling, extended graphic language. It is used as a connecting device, as a metaphor for how the Brickline Greenway connects people and places in the city of St. Louis.
  • It can be used to connect multiple symbols to create a pattern.
  • NOTE: A connecting brick should never be the same color as the symbol next to it.
  • It can be used to connect images, for example in an lnstagram carousel.
  • 50% SPLIT COLOR CONNECTING BRICK
  • It can be used to connect various media.
  • Graphic Pathways serve as a method to display text, titles and messaging in an expressive, engaging way. Typographic pathways may travel in linear or playful curved pathways. Please refer to final art files for tools and instructions.
  • Our connecting bricks can also serve as a connector within these typographic pathways.
  • Brick width = Cap height
  • Paths should either travel linearly or in smooth curves and avoid abrupt or extreme turns.
  • Letterforms and bricks should not collide with other letterforms and bricks.
  • Our brick pathways are an expressive pattern element that represent the big idea of a continuously connected pathway and community. This path is meant to playfully curve and weave through and in-between other brand elements such as imagery. Please refer to final art files for tools and instructions.
  • Individual bricks are spaced with half of a bricks width.
  • Bricks must maintain original aspect ratio and never be warped or distorted.
  • Paths should travel in smooth curves and avoid abrupt or extreme turns.
  • Bricks must never touch one another.
  • Our connecting bricks can also connect ideas and memories as a means of highlighting and displaying the many voices of the community.
  • Exhibit a wide diversity of voices, styles and mediums i.e. pens, markers, clipped photography, written notes.
  • The animated expression of the brand is inspired by the idea of progress, movement and pathways. The key gesture present in our animated content is the emergence of elements that appear consecutively in a streaming flow; brick by brick.
  • Logo animates-on brick by brick, slides to the left, and triggers the type which appears line by line.
  • The type and brick connector may appear character by character or word by word. Additionally, the full text can move along the path as well.
  • Brick pathways animate-on and off using the brick by brick animation gesture.
  • Graphic Expression Don’ts: Do not add content to all four corners of a frame.
  • Do not position content in the center of content frames.
  • Do not over-round the corners of a content frame.
  • Do not add more than 1 brick as a spacer in typographic pathways.
  • Do not overlap or cross brickpaths.
  • Do not distort bricks.
Iconography
  • Icons influenced by the visual language of the symbol and bricks in general
Layout And Composition
  • Clear space and minimum size rules ensure that our logo appears crisp and clear across all applications.
  • The same clear space rules apply for all logos.
  • The Supergraphic Logo should never be used at small scales. Therefore, it doesn’t have a specified minimum size.
  • If a logo needs to go below the minimum size, use the symbol instead.
  • Because of their different aspect ratios and internal hierarchy, each of our logo variations has its own ideal treatment when it comes to placing them in a layout.
  • The Primary Logo works best when locked-up to any corner of the layout. The Secondary Logo works well when placed more freely within an application, allowing it to interact with other elements on the page.
  • The Supergraphic Logo works best when used large on a page, margin-to-margin, for maximum impact.
  • Avoid using a corner radius that is too large relative to the typography.
  • Content can be placed in either corner of an image, with a maximum of two corners being occupied by content within a single content frame. It is recommened to stack typography over multiple lines to create more interesting frames.
  • Type placed on the right side should be right-aligned.
  • A connecting brick should never be the same color as the symbol next to it.
  • Paths should either travel linearly or in smooth curves and avoid abrupt or extreme turns.
  • Letterforms and bricks should not collide with other letterforms and bricks.
  • Individual bricks are spaced with half of a bricks width.
  • Bricks must maintain original aspect ratio and never be warped or distorted.
  • Paths should travel in smooth curves and avoid abrupt or extreme turns.
  • Bricks must never touch one another.
  • Do not add content to all four corners of a frame.
  • Do not position content in the center of content frames.
  • Do not over-round the corners of a content frame.
  • Do not add more than 1 brick as a spacer in typographic pathways.
  • Do not overlap or cross brickpaths.
  • Do not distort bricks.
Spatial Guidelines
  • SPATIAL: BRICK INLAY
  • SPATIAL: BRIDGE & PERFORATION
  • SPATIAL: SEATING
  • SPATIAL: PAVILION
Motion Graphics
  • The animated expression of the brand is inspired by the idea of progress, movement and pathways. The key gesture present in our animated content is the emergence of elements that appear consecutively in a streaming flow; brick by brick.
  • Logo animates-on brick by brick, slides to the left, and triggers the type which appears line by line.
  • The type and brick connector may appear character by character or word by word. Additionally, the full text can move along the path as well.
  • Brick pathways animate-on and off using the brick by brick animation gesture.
  • Logo revealing brick by brick. Refer to animation detail on motion graphics page 58.
Accessibility Guidelines
  • Greenways are outdoor spaces connecting people & places. Each greenway is unique, reflecting the character of the communities it connects. Greenways can include: 1. Trails where you can take a walk, go for a run, ride a bike or just get some fresh air. These are almost always paved and accessible for all.
  • Sufficient color contrast ensures that our content is accessible to everyone. This page shows acceptable color combinations that can be used for large text and body copy. HIGH CONTRAST RATIO AAA+ AA Normal and Large Text MEDIUM CONTRAST RATIO AA Normal and AAA Large Text LOW CONTRAST RATIO AA Large Text NOTE: These low contrast options are only suitable for large text or non text-based graphic elements. Large text is defined as a minimum of 14 pt (when bold) or 18 pt (when regular).
  • When selecting imagery, diversity is key. Diversity in its source allows us to authentically tell the story of the people who experience the Brickline Greenway (eg. leverage crowd sourced imagery). Diversity in depiction shows us as an inclusive and timeless player in the city of St. Louis. Consider the following when dealing with imagery: Age Gender Race Ability (wheelchair, recumbent bikes) Activity (running, walking, biking) Geography (balance representation throughout the district) Seasons Time of day
  • Renders ideally include people for contextual scale as well as realistic activities that suit the intentions of the space or project. Make sure the people present in the renders express a diversity in: age, gender, race, ability, and activity. Balance a range in: geography, seasons, and time of day.
Digital Guidelines
  • Print: 0.375" Web: 48 px BRICKLINE GREENWAY Print: 0.5" Web: 80 px NOTE: The Supergraphic Logo should never be used at small scales. Therefore, it doesn’t have a specified minimum size. NOTE: If a logo needs to go below the minimum size, use the symbol instead.
  • Sufficient color contrast ensures that our content is accessible to everyone. This page shows acceptable color combinations that can be used for large text and body copy. HIGH CONTRAST RATIO AAA+ AA Normal and Large Text MEDIUM CONTRAST RATIO AA Normal and AAA Large Text LOW CONTRAST RATIO AA Large Text NOTE: These low contrast options are only suitable for large text or non text-based graphic elements. Large text is defined as a minimum of 14 pt (when bold) or 18 pt (when regular).
  • When mainly using our primary palette, a more serious tone is achieved. This limited color palette is most suitable for things like business cards, letters, RFP’s, and internal documents. The more color that is added, the more playful and expressive a design becomes. This sort of tone may be more suitable for social media posts, swag items, and childrens programming.
  • Due to their more expressive usage, the Supergraphic Logo and Symbol have more flexibility in terms of color usage than the primary and secondary word marks.
  • When selecting a darker color for layouts such as a brochure cover or website landing page -applications that could be the first interaction of people with the brand -using the dark green is advised. When selecting a darker color for layouts such as brochure interior pages or “below the fold” web content, the dark brown can be used, as it is already known or implied that this application is by Brickline Greenway.
  • Do not pair dark green and brown together. Do not use our dark green and brown together in a single composition or page. Do not use brown as a background color.
  • When choosing paper stock for printed applications, avoid glossy papers and finishes. Instead, opt for rougher looking uncoated or recycled papers.
🐛 Report