Guidelines and Brand Asset Library
Description
Jax in the Box.
An icon in Jacksonville’s Eastside neighborhood, Union Terminal Warehouse has enjoyed a rich and varied 110-year history involving many incarnations, businesses and unique tenants. The chapter we’re entering is perhaps the most exciting of all—becoming a chic complex for the apartment lifestyle; a small business incubator; a future stop on the Emerald Trail; and perhaps even a catalyst to help bring new life to Eastside.
With endless possibilities and potential, the story we tell to the surrounding neighborhoods will be key to a successful reception and ongoing relationship. Our identity system pays homage to UTW’s past, but not only its founding era; there are, of course, volumes of stories to tell from over a century of Jacksonville life and work. This flexible brand is designed to work within a variety of contexts and angles of approach as we reveal UTW’s next chapter to the world.
Logo Guidelines
Logos for Union Terminal Warehouse are provided as-is, and should not be distorted, outlined, changed, or displayed in any way that diminishes the brand. If you have questions about usage, please contact Wier/Stewart at (706) 447-2630.
Clear Space
Ensure there is always enough clear space around the logo.
Changes
Do not distort, outline or change the logo from the primary colors in its palette.
Backgrounds
Do not use it over a background where it would be hard to read.
Badge
Primary
1-Color
One-Color badges should only be used on a background that is lighter than the badge color.
1-Color Reverse
One-Color Reversed badges should only be used over backgrounds that are darker than the badge color.
Color Palette
Please refer to the following color builds for standards when creating assets for your brand. For print use CMYK and for digital and web applications use RGB or Hex. Forest is the lead color in the palette. In most contexts, this should be the primary color used, with Olive, Nimbus, Orange and Concrete used as accents. Please be aware of balance and context when choosing color for designs.
Forest
- HEX
- #294037
- CMYK
- 78% / 53% / 69% / 52%
- RGB
- 41% / 64% / 55%
- PMS
- --
Olive
- HEX
- #766d1c
- CMYK
- 50% / 44% / 100% / 23%
- RGB
- 118% / 109% / 28%
- PMS
- --
Nimbus
- HEX
- #92a1b3
- CMYK
- 45% / 30% / 21% / 0%
- RGB
- 146% / 161% / 179%
- PMS
- --
Industry Orange
- HEX
- #ff6600
- CMYK
- 0% / 75% / 100% / 0%
- RGB
- 255% / 101% / 0%
- PMS
- --
Concrete
- HEX
- #dcdcd1
- CMYK
- 13% / 9% / 16% / 0%
- RGB
- 220% / 220% / 209%
- PMS
- --
A NOTE ON COLOR
While we always strive for color accuracy, there are many factors at play when viewing color on screen or on physical objects, like paper, signage and products. The “same” color will never look the same across different substrates—and even different monitors, screens and textures of paper reflect color slightly differently.
Therefore, please expect a certain amount of variation between print (chemicals on paper), web (light) and physical products (plastic/cloth/dyes, etc).
When color accuracy is paramount, we recommend printing using the Pantone Matching System (PMS). W/S will provide Pantone swatches upon request, which we recommend you approve before having anything printed.
We highly recommend you have your printer match colors to your satisfaction before moving forward on any print jobs.
Typography
A display, sans serif, and serif font create a diverse family for an array of use cases and brand expressions. Shackleton and Greycliff have a slightly historic/industrial feel that works well for the working-class vibe of East Side, and Zodiak is a bookish and friendly choice for body copy.
Let's Make it Real. Showpony is our trusted partner in taking everything we make from digital to tangible. From print to products, they do it all (and they do it well). Anything you'd like to see your brand on something that we haven't shown you? The Ponies can make it happen.
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