Downtown Crossing

📋 1 Guidelines

🔗 Connections

Sector

Tourism Public sector

Region

Usa

Guideline Year

2009

Language

English

Tags

Community Regional

Official Websites

Brand Guidelines

2009

Brand Summary

Mission
  • To redefine and market Downtown Crossing as Boston’s Meeting Place, creating a distinct and recognizable position in the marketplace and revitalizing the neighborhood as a vibrant urban destination for commerce, leisure, and community interaction [^1].
Core Values
  • meeting place
  • diverse
  • neighborhood
  • unique areas
  • walkable
  • social spaces
  • history
  • forward-thinking
  • sustainable
  • learning
Target Audience
  • Business owners, property owners, retailers, developers, designers, tenants, restaurateurs, residents, and anyone associated with the Downtown Crossing neighborhood who seeks to include the brand in marketing and signage campaigns [^2].
Personality Traits
  • friendly
  • approachable
  • intelligent
  • welcoming
  • optimistic
  • conversational
Visual Identity Overview
  • The visual identity is bold, dynamic, and diverse, featuring vivid color palettes, distinctive patterns, and a variety of approved logo usages. Typography is centered on the Leitura family, with clear guidelines for logo usage, spacing, and color. Brand imagery includes documentary, portraiture, and street photography, as well as illustrations that reflect the neighborhood’s vibrancy and diversity [^3].

Categories

Brand Voice
  • The copy tone for Downtown Crossing should be friendly, optimistic, and conversational. There is much hope and optimism for Downtown Crossing, and this feeling should be conveyed in the copy.
  • A key component to the copy is the use of Meet headlines. These reflect the vision for Downtown Crossing as Boston’s Meeting Place, and show how diverse people come together in the neighborhood. See page 26 for approved examples of these headlines, as well as guidance on creating new ones.
  • There is no tagline for Downtown Crossing. Please do not use a tagline on your materials. Also, the area should always be called “Downtown Crossing” and not “DTX,” or “DTC.”
  • Should you wish to create your own Meet Dot copy, please consider that they should reflect the same values of the Downtown Crossing brand: friendly, approachable, intelligent, and welcoming.
Brand Imagery
  • Photography and illustration give the brand further depth. Three distinct types of photography can be used to give pieces a greater variety and to showcase different aspects of the neighborhood. Any new photography should fall within one of these three styles. Quality and production values are very important, so should you wish to shoot new photography, please contact the Boston Redevelopment Authority or the Downtown Crossing Partnership for consent.
  • A documentary style of photography shows the neighborhood and its people in their natural environments. Many of the patterns seen on page 23 were created out of these natural elements of the neighborhood. To acquire access to the photos, please see the contact information at the end of this document.
  • Portraits of people associated with the neighborhood will help showcase one of the neighborhood’s greatest assets: its diverse, energetic people and the places where they live, work, and play in Downtown Crossing. These people should be in their natural environment. To acquire access to the photos, please see the contact information at the end of this document.
  • A third type of photography is also portrait-based, but it is part of a photo shoot that took place in the summer of 2008, where more than 600 people had photos taken in Downtown Crossing in front of a white backdrop. These photos should be used to show the diversity and liveliness of the area. To acquire access to the photos, please see the contact informa­tion at the end of this document.
  • A set of illustrations were created to show the potential future of Downtown Crossing. To acquire access to the illustrations, please see the contact information at the end of this document.
Color Palette
  • For the initial phase of the Downtown Crossing branding initiative, the Downtown Crossing logo must be the color red. Until the deadline of April 1, 2009, please create the Downtown Crossing logo only in PANTONE: PMS 1788 C.
  • However, if Downtown Crossing branding materials are printed in black and white, then the Downtown Crossing logo must be 100% black.
  • After the April 1, 2009, deadline, the Downtown Crossing logo may be used in red (PANTONE: PMS 1788 C), as well as three additional colors.
  • PMS 360C | C: 60 M: 0 Y:100 K: 0 | R: 114 G: 191 B: 68
  • PMS 109C | C: 0 M: 10 Y:100 K: 0 | R: 255 G: 222 B: 0
  • PMS 3135C | C: 100 M: 0 Y:20 K: 20 | R: 0 G:159 B: 194
  • Reflecting the vitality of the area, the color palette for Downtown Crossing is vivid, dynamic, and diverse. The colors shown below represent the tonal range of the brand colors, and are approved pairings used in the Public Branding System for street/storefront signage. Other colors can be used, but should fit with in the overall tonal range of these approved colors.
  • Color Palette for Meet Dots in Public Branding System pantone ds 6-4 C C:10 m:10 y:90 K:0 pantone ds274-2C C:90 m:0 y:90 K:0 pantone ds 22-1 C C:0 m:40 y:90 K:0 pantone ds 246-4 C C:80 m:0 y:25 K: 0 pantone ds 107-5 C C:0 m:50 y:30 K:0 pantone ds 104-1 C C:45 m:95 y:80 K: 0 pantone ds 118-6 C C:20 m:40 y:20 K:0 pantone ds 145-2 C C:10 m:90 y:20 K: 0 pantone ds 148-3 C C:0 m:75 y:0 K:0 pantone ds 322-3 C C:70 m:100 y:100 K: 0 pantone ds 236-5 C C:60 m:5 y:15 K:0 pantone ds 224-1 C C:100 m:35 y:0 K: 40 pantone ds 258-2 C C:80 m:0 y:50 K:0 pantone ds 159-2 C C:30 m:100 y:0 K: 35 pantone ds 274-6 C C:40 m:0 y:40 K:0 pantone ds 215-1 C C:100 m:40 y:0 K: 10 pantone ds 303-4 C C:25 m:0 y:70 K:0 pantone ds 73-4 C C:0 m:65 y:65 K: 10
Typography
  • The primary typeface family for the Downtown Crossing brand is Leitura. Leitura consists of a variety of styles and weights that are outlined here.
  • The primary style of the family, Leitura, is a serif typeface consisting of four weights, and italics. Leitura is very universal and acceptable for body copy and small type, as well as headlines. Leitura is good at conveying a feeling of sophistication; it’s classic and timeless.
  • Leitura News, is another serif typeface in the Leitura family,consisting of four weights, and italics. Leitura News works better in sizes over 12 point and is excellent for large headlines. Leitura News has a more classic newspaper feel.
  • Leitura Sans is a sans-serif typeface. It comes in four weights, including italics. Leitura Sans is a modern, clean typeface. It can be used at all sizes, body copy and headlines. It’s slightly narrower than the serif styles of Leitura, so it works very well when setting type in narrower columns. When wanting to convey a more modern, or contemporary tone the sans typeface works well.
  • Leitura Display is a serif typeface that is meant for headline purposes only. It has an italic weight, and decorative swashes. The Display face can convey many tones. It can be whimsical, elegant, and classic, depending on it’s context. Because of the faces thick-to-thin ratio the typeface should never be used below 15 point. The Swashes weight should also never be used in all upper-case settings.
  • Leitura Headline is a typeface that is meant for headline purposes only. It has a sans-serif with italics, as well as a slab­serif with italics. Leitura Headline is a very heavy, condensed typeface that can appear impactful, industrial, and strong. Because of the faces’ weight and compactness it should never be used smaller than 15 point, this typeface should also be used sparingly in layouts, as it can become overwhelming.
Logo Usage
  • The Downtown Crossing logo pictured is the official, approved logo for use. Be sure to use this logo only in conjunction with the other approved Downtown Crossing public branding elements, all of which are also found in this document.
  • For the initial phase of the Downtown Crossing branding initiative, the Downtown Crossing logo must be the color red. Until the deadline of April 1, 2009, please create the Downtown Crossing logo only in PANTONE: PMS 1788 C.
  • However, if Downtown Crossing branding materials are printed in black and white, then the Downtown Crossing logo must be 100% black.
  • USAGE GUIDELINES AFTER APRIL 1, 2009 After the April 1, 2009, deadline, the Downtown Crossing logo may be used in red (PANTONE: PMS 1788 C), as well as three additional colors.
  • CROSSING PMS 360C ] C: 60 M: 0 Y:100 K: 0 ] R: 114 G: 191 B: 68
  • CROSSING PMS 109C ] C: 0 M: 10 Y:100 K: 0 R: 255 G: 222 B: 0
  • CROSSING PMS 3135C ] C: 100 M: 0 Y:20 K: 20 [ R: 0 G:159 B: 194
  • When the Downtown Crossing logo is used on a photograph or pattern, the word TOWN can be knocked out of DOWN to show the photograph or pattern through the logo. You may also set the Downtown Crossing logo to multiply.
  • If the Downtown Crossing logo is on a light flat color field, TOWN must be white and the rest of the logo must be red.
  • If the Downtown Crossing logo is on a darker color field, the logo may be white, and TOWN may assume the color used in the color field.
  • Instances may arise where the logo will be used in marketing materials outside of the Boston area where people are less familiar with the neighborhood and its location. In those instances, including “Boston, Massachusetts” in the logo is acceptable. In each instance, the descriptor should be the same color as the logo.
  • THE TYPE SIZE OF THE DESCRIPTOR IS DETERMINED BY MAKING “BOSTON” THE WIDTH OF THE DIN “DOWNTOWN” 4 . . BOSTON CROSSING * J BOSTON, MASSACHUSETTS*THE DISTANCE OF THE DESCRIPTOR FROM “CROSSING” IS ALWAYS 2X THE DISTANCE OF CROSSING FROM “DOWNTOWN” THE DESCRIPTOR TYPEFACE IS ALWAYS LEITURA NEWS, ROMAN 4, AND CENTERED BELOW “CROSSING,” IN ALL UPPER CASE
  • DO NOT SET THE DOWNTOWN CROSSING LOGO TO MULTIPLY IF IT IS ON A FLAT COLOR FIELD.
  • DO NOT ALLOW THE DOWNTOWN CROSSING LOGO TO CONTAIN A PATTERN OR PHOTOGRAPH. THE LOGO CAN ONLY BE A SOLID COLOR.
  • To ensure a clean look, all versions of the public branding system that use the Downtown Crossing logo must provide the logo with appropriate spacing.
  • To create this spacing, measure the height of the letter “LD” in your Downtown Crossing logo. With this measured height, create a perimeter of space surrounding the entire logo.
  • THE APPROPRIATE SPACE SURROUNDING THE LOGO SHOULD ALWAYS BE THE HEIGHT OF ONE LETTER “D.”
Tone And Messaging
  • The copy tone for Downtown Crossing should be friendly, optimistic, and conversational. There is much hope and optimism for Downtown Crossing, and this feeling should be conveyed in the copy.
  • A key component to the copy is the use of Meet headlines. These reflect the vision for Downtown Crossing as Boston’s Meeting Place, and show how diverse people come together in the neighborhood. See page 26 for approved examples of these headlines, as well as guidance on creating new ones.
  • There is no tagline for Downtown Crossing. Please do not use a tagline on your materials. Also, the area should always be called “Downtown Crossing” and not “DTX,” or “DTC.”
  • Should you wish to create your own Meet Dot copy, please consider that they should reflect the same values of the Downtown Crossing brand: friendly, approachable, intelligent, and welcoming.
  • Do not use any copy that has not been approved for use by the Boston Redevelopment Authority and the Downtown Crossing Partnership.
Brand Values
  • Core principles about Downtown Crossing were created, which reflect what the neighborhood is, as well as what it could become. These ten inherent truths should be considered when creating marketing materials: MEETING PLACE: It has always been the physical meeting of several neighborhoods, but now it will be where all of Boston gathers to shop, dine, live, and play. DIVERSE: The area will celebrate the cultural, ethnic, economic, retail, and culinary diversity of Boston with a unique collection of shops, restaurants, and experiences. A NEIGHBORHOOD: The area will become a place where people can live and enjoy all the amenities of a true neighborhood, including housing, businesses, shopping, recreation, and cultural institutions. UNIQUE AREAS: Capitalizing on the size of Downtown Crossing, the neighborhood will have several unique areas that have a distinct feel and personality, encouraging people to explore the streets and find stores and artwork you can’t find anywhere in Boston or the rest of the world. WALKABLE: The area will be a pedestrian’s dream, with walking-friendly streets that invite exploration for visitors and residents alike. SOCIAL SPACES: There will be many “pause points” within the neighborhood that encourage people to interact, which will include public art, parks, and civic areas. HISTORY: Even as the area looks to the future, the long, proud history of the neighborhood will be celebrated. FORWARD-THINKING: When selecting retail tenants and business ventures, the focus will be on innovative people and companies. SUSTAINABLE: The area will focus on green principles of environmentally sustainable design and architecture. LEARNING: Downtown Crossing will focus on education with innovative approaches to public environments like libraries and learning centers.
  • Should you wish to create your own Meet Dot copy, please consider that they should reflect the same values of the Downtown Crossing brand: friendly, approachable, intelligent, and welcoming.
Visual Style
  • For the initial phase of the Downtown Crossing branding initiative, the Downtown Crossing logo must be the color red. Until the deadline of April 1, 2009, please create the Downtown Crossing logo only in PANTONE: PMS 1788 C.
  • However, if Downtown Crossing branding materials are printed in black and white, then the Downtown Crossing logo must be 100% black.
  • After the April 1, 2009, deadline, the Downtown Crossing logo may be used in red (PANTONE: PMS 1788 C), as well as three additional colors.
  • PMS 360C | C: 60 M: 0 Y:100 K: 0 | R: 114 G: 191 B: 68
  • PMS 109C | C: 0 M: 10 Y:100 K: 0 | R: 255 G: 222 B: 0
  • PMS 3135C | C: 100 M: 0 Y:20 K: 20 | R: 0 G: 159 B: 194
  • When the Downtown Crossing logo is used on a photograph or pattern, the word TOWN can be knocked out of DOWN to show the photograph or pattern through the logo. You may also set the Downtown Crossing logo to multiply.
  • If the Downtown Crossing logo is on a light flat color field, TOWN must be white and the rest of the logo must be red.
  • If the Downtown Crossing logo is on a darker color field, the logo may be white, and TOWN may assume the color used in the color field.
  • Including “Boston, Massachusetts” in the logo is acceptable. In each instance, the descriptor should be the same color as the logo.
  • THE TYPE SIZE OF THE DESCRIPTOR IS DETERMINED BY MAKING “BOSTON” THE WIDTH OF THE DIN “DOWNTOWN”
  • THE DISTANCE OF THE DESCRIPTOR FROM “CROSSING” IS ALWAYS 2X THE DISTANCE OF CROSSING FROM “DOWNTOWN”
  • THE DESCRIPTOR TYPEFACE IS ALWAYS LEITURA NEWS, ROMAN 4, AND CENTERED BELOW “CROSSING,” IN ALL UPPER CASE
  • DO NOT SET THE DOWNTOWN CROSSING LOGO TO MULTIPLY IF IT IS ON A FLAT COLOR FIELD.
  • DO NOT ALLOW THE DOWNTOWN CROSSING LOGO TO CONTAIN A PATTERN OR PHOTOGRAPH. THE LOGO CAN ONLY BE A SOLID COLOR.
  • To ensure a clean look, all versions of the public branding system that use the Downtown Crossing logo must provide the logo with appropriate spacing.
  • To create this spacing, measure the height of the letter “LD” in your Downtown Crossing logo. With this measured height, create a perimeter of space surrounding the entire logo.
  • THE APPROPRIATE SPACE SURROUNDING THE LOGO SHOULD ALWAYS BE THE HEIGHT OF ONE LETTER “D.”
Patterns
  • Each of the new brand identity’s patterns was created to represent objects found in Downtown Crossing. The following patterns are the official, approved patterns for use. Be sure to use only these patterns for all Downtown Crossing brand materials.
  • Each pattern has three color options for use:
  • DO NOT change the colors of the patterns.
  • DO NOT stretch and/or squish brand elements. DO NOT make the patterns too large. Making the patterns too large will disrupt the proportion and look awkward. DO NOT remove or substitute elements from these patterns for other use.
Meet Dot
  • The Downtown Crossing Meet Dot is used to bring diverse elements of the city together, highlighting Downtown Crossing’s brand of being a “meeting place.” The Meet Dot to the right is an example of the approved use of copy paired with the Meet Dot. There are 141 existing different versions of approved Meet Dot copy available for use. For more details on the correct use of this copy, please refer to the Meet Dot Copy section of this document on pages 26–30.
  • Meet Dots and type lockups are always transparent, no matter the scale. When designing the Meet Dots and type lockups, make sure the transparency is set to multiply.
  • DO NOT change opacity.
  • DO NOT alter the word MEET or substitute it for any other word.
  • DO NOT substitute the font for another.
  • DO NOT alter the spacing of the Meet Dot and type lockup. The type spacing on the Meet Dot should sit on the Meet Dot properly.
  • DO NOT add a stroke to the Meet Dots when applying color.
  • DO NOT stretch and/or squish brand elements.
  • DO NOT alter the size relationship ratio of the Meet Dot to the accompanying type. Always scale both together accordingly.
  • The following 141 different versions are official, approved Meet Dot copy available for use.
  • Should you wish to create your own Meet Dot copy, please consider that they should reflect the same values of the Downtown Crossing brand: friendly, approachable, intelligent, and welcoming.
  • Do not substitute the word MEET for any other word.
  • Do not substitute the font for another.
  • Do not use any copy that has not been approved for use by the Boston Redevelopment Authority and the Downtown Crossing Partnership.
  • Do not stretch and/or squish brand elements.
Meet Dot Copy
  • There are 141 existing different versions of approved Meet Dot copy available for use. For more details on the correct use of this copy, please refer to the Meet Dot Copy section of this document on pages 26–30.
  • Meet Dots and type lockups are always transparent, no matter the scale. When designing the Meet Dots and type lockups, make sure the transparency is set to multiply.
  • DO NOT change opacity.
  • DO NOT alter the word MEET or substitute it for any other word.
  • DO NOT substitute the font for another.
  • DO NOT alter the spacing of the Meet Dot and type lockup. The type spacing on the Meet Dot should sit on the Meet Dot properly.
  • DO NOT add a stroke to the Meet Dots when applying color.
  • DO NOT stretch and/or squish brand elements.
  • DO NOT alter the size relationship ratio of the Meet Dot to the accompanying type. Always scale both together accordingly.
  • The following 141 different versions are official, approved Meet Dot copy available for use.
  • Should you wish to create your own Meet Dot copy, please consider that they should reflect the same values of the Downtown Crossing brand: friendly, approachable, intelligent, and welcoming.
  • Do not substitute the word MEET for any other word.
  • Do not substitute the font for another.
  • Do not use any copy that has not been approved for use by the Boston Redevelopment Authority and the Downtown Crossing Partnership.
  • Do not stretch and/or squish brand elements.
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