BRAND GUIDELINES

BRAND GUIDELINES 1

OCT 2020

This document is the

go-to resource for the
Brickline Greenway’s
brand identity. The brand
guidelines include tools,
rules and inspiration
to ensure consistency
and impact across our
communications.

As the Brickline Greenway

continues to grow, this
manual plays a vital role
in building a strong brand
that resonates with our
partners and the people
of St. Louis at large.
tAbLE OF CONtENtS
BRAND GUIDELINES 2

1 5 9
4 BRAND PLATFORM 41 TYPOGRAPHY 65 SAMPLE APPLICATIONS
5 Big Idea 42 Primary Font 66 Construction Hoardings
6 Our Commitment 43 Secondary Fonts 68 Print Brochures
7 Our Tone 44 Typesetting 69 Interior Spreads
8 Our Attributes 70 Business Card

6
9 Our Principles 71 Community Boards
45 IMAGERY 72 PowerPoint
46 Photography 73 Social Media Carousel
47 Renders

2
74 Social Media Animations
10 MESSAGING TOOLKIT 75 Website

7
11 Brand Story 76 Swag
12 Messaging Principles 48 GRAPHIC EXPRESSIONS
49 Content Frames 77 Signage
13 Audience 79 Icons
14 Tone and Vocabulary 50 Content Frame Construction
51 Content Frame Variations 80 Spatial: Brick Inlay
20 Sample Messages 81 Spatial: Bridge and Perforation
24 Messaging Do’s and Don’ts 52 Connecting Brick Graphic
A. With Symbol 82 Spatial: Seating
B. With Imagery 83 Spatial: Pavilion

3
25 LOGO C. Mixed Use
26 Primary Logo 55 Graphic Pathways
27 Primary Logo Color Variations A. With Typography
28 Secondary Logo B. With Bricks
29 Secondary Logo Color Variations C. With Community Sourced Content
30 Alternate Logos 58 Graphics in Motion
31 Clear Space & Minimum Size 59 Graphic Expression Don’ts
32 Logo Placement

8
33 Logo Don’ts
60 GRG BRAND HIERARCHY
61 GRG Endorsement

4
34 COLOR 62 GRG Endorsed Lockups
35 Color Palette 63 GRG and Brickline Greenway Lockup
36 Color Contrast Ratios A. Without Text
37 Color Usage B. With Text
38 Symbol & Supergraphic Colors
39 Dark Green vs. Dark Brown
40 Color Don’ts
What is a Greenway? BRAND GUIDELINES 3

1.
Greenways are outdoor spaces connecting
people & places. Each greenway is unique,
reflecting the character of the communities it
connects. Greenways can include:
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.

2.
Conservation projects to maintain healthy
habitats & watersheds, such as rain gardens,
native plants, restored prairies, wetlands &
floodplains.

3.
Amenities like restrooms, water fountains,
benches, bike racks, signage, parking &
playgrounds.

4.
Connections to business districts,
neighborhoods, transit, jobs, schools,
cultural destinations, rivers, creeks,
parks & conservation areas.
1. brANd
BRAND GUIDELINES 4

pLAtFOrM
5 Big Idea
6 Our Commitment
7 Our Tone
8 Our Attributes
9 Our Principles

The Brand Platform is an internal set of

definitions that position the brand in a
way that is authentic, ownable and unique
within the competitive landscape. It aims
to hone and articulate the elements of the
Brickline Greenway.
Big Idea BRAND GUIDELINES 5

Our ambition and calling — the reason we get out of bed every morning.
The Big Idea unifies and gives color to all the elements of the Brand Platform.

OpENiNg Up thE City.

briNgiNg US tOgEthEr.
Our Commitment BRAND GUIDELINES 6

Made between ourselves and our audience. It is an articulation of what

an engagement with the brand means.

CAtALyzE A MOVEMENt tO
iNSpirE ACtiON ANd bUILd
A CIviC CULtUrE OF trUST.
Our Tone BRAND GUIDELINES 7

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
Our Attributes BRAND GUIDELINES 8

These are the things that we offer that make us special and different.
They are enduring characteristics and the frame through which our stories are told.

gOOd tIMES FOr gOOd

LOCAL LOVE gLObAL dIStINCtION
COMINg tOgEthER gEttINg ArOUNd
grOUNd-Up pOwEr INStItUtIONAL COMMItMENt
Our Principles BRAND GUIDELINES 9

These are how our values are translated in the work we do. They inform the way
we think about designing, communicating, and programming the Greenway.

dO lESS tO dO MOrE.
rEprESENT OUr tALENt.
dESIgN FOr bELONgINg.
bUILd tOgEthErNESS.
kEEp MOVINg.
2. MESSAgINg
BRAND GUIDELINES 10

tOOLkit
11 Brand Story
12 Messaging Principles
13 Audience
14 Tone and Vocabulary
20 Sample Messages
24 Messaging Do’s and Don’ts
Brand Story BRAND GUIDELINES 11

WHO The Brickline Greenway is: nature lovers and
culture creatures. Ball players and bike riders.
Picnic poppers and show stoppers. History
buffs and forward thinkers. Good things come in
all shapes and sizes, and in a city rich in diverse
cultures, this Greenway is made by all of us.
WHAT This goes beyond a Greenway to become a
movement that opens up St. Louis and its
opportunities to everybody. It’s where change
starts on the stoop, extends to the block, and
out to the neighborhood.
AMBITION Because the Brickline Greenway won’t just
move us from A to B. It moves us. So while
change may start on our doorstep, it has the
potential to take us big leaps forward. The
Greenway can catalyze growth for ourselves,
our city and our natural world—not only
through the project but through the process
of creating common ground.
CALL TO With small steps we can make big moves.
ACTION
Let’s step out and open up this city together.

HOW Change starts from making the space for

people to get together through new encounters
every day. From striking up spontaneous
sidewalk conversations to provoking new ideas
through public art, from coming together at a
city-wide celebration to moving together at an
afterwork cycle club, from rediscovering hidden
histories to nurturing future generations, the
Greenway may meet us where we are. But it
takes us outside our comfort zones to explore
further and discover a different side to the city
we thought we knew so well.
Messaging Building off our Brand Platform, we have
considered how the brand values and
our audience in a way that encourages
discovery? How can we be courageous in
BRAND GUIDELINES 12

Principles principles can be translated explicitly into

messaging — how do we communicate to
the stories we tell?

OUR VALUES DISCOVERY

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 EQUITY
Hand over the mic
By listening to the community and drawing from a wealth of voices we show that a

OpENNESS
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

CONNECtiON
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

COUrAgE
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.
Audience
thE SkEptIC
Wants to believe the city
can change but has been
disappointed by past
experiences
Wants to believe the city
cares about them but is
reserving judgment
WHAT CAN WE SAY?
Acknowledge their concerns to open
the conversation
Highlight successes in other cities
to show change is possible
WHAT CAN WE DO?
Build personal relationships with them
through our network to slowly build trust
Ask them for input, show them
where it’s been included, and show
measurable impact to demonstrate your
accountability
Over time, the cumulative effect of small
actions builds to a bigger movement.
If you’re reading this, you’re probably
already a champion of the project, but
we’ll encounter Skeptics and Indifferents,
as well as Supporters and Superfans.
thE INdIFFErENt thE SUppOrtEr
Is busy dealing with their
own life and has little
time to look beyond
Doesn’t know what’s going
on in the city and doesn’t
necessarily care beyond
their existing community
and immediate priorities
WHAT CAN WE SAY?
Point to concrete benefits and facts to
help them imagine how the Greenway
will make their lives better
Highlight that this is the first of its
kind to make them feel like this is an
unmissable place
WHAT CAN WE DO?
Ensure a diversity of programming to
capture a broad range of interests—
create multiple hooks to draw people
to visit the Greenway
The intention is not to ‘convert’ everyone
to think like us, but to bring them along
the journey with us. Here are steps that
can help understand those mindsets.
Is optimistic about
St. Louis and will vote for
forward- looking projects
Needs to know more to go
a step further and invest
time or money
WHAT CAN WE SAY?
Provide detailed updates on
construction and funding to prove that
this project is here and is progressing
Introduce your bigger-picture ideas and
ambitions for the Greenway and what it
can do for St. Louis and the region
WHAT CAN WE DO?
Treat them like they’re already super
fans by giving them the tools they need
to become so
Satisfy their curiosity through pop-up
parks and temporary activation sites
Showcase stories of individual
supporters to reveal the people behind
the process, and thank those involved
BRAND GUIDELINES 13
thE SUpEr FAN
Energetic backer of
projects to make change
in St. Louis
Passionate and looking
for opportunities to put in
time, expertise or money
WHAT CAN WE SAY?
Share opportunities to participate and
get closer to the project
Be explicit about the diverse ways they
can join in, whether through time, skills,
money, or network.
WHAT CAN WE DO?
Recognise these contributions by
reinventing the donor wall and highlighting
how valuable they are to building this
culture of togetherness
Surprise them with sneak peeks, early
previews and ‘super fan souvenirs’ to
maintain and share their excitement and
pride about the project
Tone & Vocabulary BRAND GUIDELINES 14

WArM
WARM
Our language is approachable and conversational. In everything we say
and do, we try to extend an invitation to get involved.

OptIMIStIC COME hErE tO…

LIVELY
Embrace
Open up
Gather

StrAIght-Up
Make space

thE grEENwAy IS…

bOLd Yours
Ours
Everyone’s
All of us

SAMpLE MESSAgES
By St. Louis,
of St. Louis,
for St. Louis
Tone & Vocabulary BRAND GUIDELINES 15

WArM
OPTIMISTIC
Our attitude is always positive and forward-looking. We talk about what
we can do, rather than what we can’t.

OptIMIStIC COME hErE tO…

LIVELY
Explore
Discover
Grow

StrAIght-Up
Come Together

thE grEENwAy IS…

bOLd Celebratory
Hopeful
Uplifting
At Ease

SAMpLE MESSAgES
What if?
Tone & Vocabulary BRAND GUIDELINES 16

WArM
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.

OptIMIStIC COME hErE tO…

LIVELY
Move
Flow
Thrive

StrAIght-Up thE grEENwAy IS…

bOLd Eclectic
Bustling
Rhythmic
Rousing

SAMpLE MESSAgES
Let’s go!
Tone & Vocabulary BRAND GUIDELINES 17

WArM
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.

OptIMIStIC COME hErE tO…

LIVELY
Listen
Balance
Respect

StrAIght-Up
Commit

thE grEENwAy IS…

bOLd Grounded
Real
Relevant
Here & Now

SAMpLE MESSAgES
It starts here
Tone & Vocabulary BRAND GUIDELINES 18

WArM
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.

OptIMIStIC COME hErE tO…

LIVELY
Provoke
Inspire
Wake up

StrAIght-Up
Make change

thE grEENwAy IS…

bOLd Fresh
Frank
Determined
Electric

SAMpLE MESSAgES
Are you in?
Tone & Vocabulary BRAND GUIDELINES 19

THE GREENWAY WILL SET OUT TO…

EMbrACE ALL OF St. LOUIS
OpEN StrEEtS, OPEN MINdS, ANd OPEN OUr EyES
gAthEr thE CIty

THE GREENWAY WILL FEEL…

ALIVE ANd kICkINg
by St. LOUIS, OF ST. LOUIS, FOr St. LOUIS
LIkE ALL OF US

JOIN US IN…
MAkINg A ChANgE
rE-IMAgININg St. LOUIS
dISCOVErINg NEw AdVENtUrES At hOME
Sample Our Big Idea opens up the city, to
bring people together. In a similar way,
What follows are potential headlines that
can show the journey our story can take,
BRAND GUIDELINES 20

Messages our messaging can take people on a

journey. We set out to open up people’s
from doorstep out to the city and the region.

perspectives on St. Louis, starting from

the fun and familiar and widening the lens
to communicate a more fundamental and
complex story.

DOORSTEP

COME AS yOU ArE.

brINg whAt yOU’VE gOt.
TONE ATTRIBUTES VALUES USE WHEN

Warm Good Times | For Good, Equity Inviting people to come

Straight-up Ground-Up Power | Openness check out the Greenway
Institutional Commitment
Sample BRAND GUIDELINES 21

Messages

BLOCK

EXpLOrE A St. LOUIS yOU

NEVEr kNEw.
TONE ATTRIBUTES VALUES USE WHEN

Bold  ocal Love | Global

L Discovery Trying to entice someone
Lively Distinction, Coming Courage who is indifferent
Together | Getting Around
Sample BRAND GUIDELINES 22

Messages

NEIGHBORHOODS

NOrth, SOUth, EASt ANd

wESt. thIS pLACE tAkES ALL
OF US.
TONE ATTRIBUTES VALUES USE WHEN

Bold Coming Together | Getting Connection Trying to galvanize and

Straight-up Around, Ground-Up Power | Courage incite action
Institutional Commitment
Sample BRAND GUIDELINES 23

Messages

CITY AND REGION

thIS grEENwAy CArES FOr,

ANd IS CArEd FOr — wE’rE
IN It FOr thE LONg rUN.
TONE ATTRIBUTES VALUES USE WHEN

Warm Coming Together | Getting Connection Trying to inspire feelings of

Optimistic Around, Ground-Up Power | Openness stewardship and ownership
Institutional Commitment
Messaging The language we use is important. We want
to open up the conversation, not kill it!
Do use language that is warm, direct,
relatable and invites conversation.
BRAND GUIDELINES 24

Dos & Don’ts Avoid the sterile, the generic, and the
language we hear so often it starts to feel
like an empty promise.

dO SAy: dON’t SAy:

Pop-up parks Labs

Looking out for each other Public safety

This provides for all of us Equitable opportunities for all

Discovering hidden gems Providing access

Let’s build this Greenway together! We are building this Greenway for you!

This will connect communities together This will transform St. Louis.

What if St. Louis could make a change? Come learn about changes to your city.
3. LOgO
BRAND GUIDELINES 25

26 Primary Logo
27 Primary Logo Color Variations
28 Secondary Logo
29 Secondary Logo Color Variations
30 Alternate Logos
31 Clear Space & Minimum Size
32 Logo Placement
33 Logo Don’ts
Primary Logo The Brickline Greenway Primary Logo is
our first impression; a logo that welcomes
BRAND GUIDELINES 26

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.
Primary Logo The Brickline Greenway Primary Logo is
our first impression; a logo that welcomes
BRAND GUIDELINES 27

Color Variations
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.
Secondary Logo Our Secondary Logo has more square
proportions, which makes it a suitable
BRAND GUIDELINES 28

alternate for places where our horizontal,

primary mark just doesn’t fit.
Secondary Logo Our Secondary Logo has more square
proportions, which makes it a suitable
BRAND GUIDELINES 29

Color Variations
alternate for places where our horizontal,
primary mark just doesn’t fit.
Alternate Logos In addition to our primary and secondary
logos, we have 3 alternate logo options, only
BRAND GUIDELINES 30

to be used in specific use cases.

SUPERGRAPHIC LOGO SYMBOL MONOCHROMATIC LOGO

Our Supergraphic Logo is intended for use Our Symbol can be used when space is If needed, the logo can appear
in large sizes, where the logo is the main limited, or when it becomes redundant in a single color.
visual element on display. It is preferrably to include the wordmark.
used “margin-to-margin” (see p32).

Suggested applications include: Suggested applications include: Suggested applications include:

construction hoarding, posters, banners, social media avatars, select spatial video watermark, print applications with
or brochure covers. applications limited color run
Clear Space Clear space and minimum size rules
ensure that our logo appears crisp and
BRAND GUIDELINES 31

& Minimum Size

clear across all applications.

CLEAR SPACE MINIMUM SIZES

Print: 0.375”
X Web: 48 px

X X

Print: 0.5”
Web: 80 px

NOTE: The same clear space rules apply for all logos. 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.
Logo Placement Because of their different aspect ratios
and internal hierarchy, each of our logo
The Primary Logo works best when
locked-up to any corner of the layout.
BRAND GUIDELINES 32

variations has its own ideal treatment
when it comes to placing them in a 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.

PRIMARY LOGO SECONDARY LOGO SUPERGRAPHIC LOGO

Corner placement Compositional placement Margin-to-margin

CIty
M
US
EUM
SO

Ut
hg
rAN
d
FOr
ESt
St pArk N
U
rE
pA
F AIrgr O
FO
rk
Logo Don’ts For brand consistency, the Brickline Greenway logo
should not be altered. The following are examples of
BRAND GUIDELINES 33

treatments that are not permitted:

X X X

Do not rotate the logo. Do not change the typeface nor recreate No not distort the logo in any way.
or manipulate the icon.

X X X

Do not change the logo color outside of Do not rearrange the location of the wordmark Do not apply shadows, gradients, glows,
designated brand colors. and icon. strokes, or any other effects to the logo.

X X X

Do not add or subtract bricks from the icon. Do not apply “faux” textures. Always stay Do not change the proportion ratio of the icon
true to the materiality of the application. to the wordmark.
4. COLOr
BRAND GUIDELINES 34

35 Color Palette
36 Color Contrast Ratios
37 Color Usage
38 Symbol and Supergraphic Colors
39 Dark Green vs. Dark Brown
40 Color Don’ts
Color Palette Our color palette consists of primary
colors and secondary colors. Our primary
BRAND GUIDELINES 35

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.

PRIMARY COLORS SECONDARY COLORS

YELLOW Pantone 1375 C

DARK GREEN GREEN WHITE C0 M45 Y96 K0
R255 G158 B22
#FF9E16
RAL 1028

BLUE Pantone 279 C

C71 M37 Y0 K0
R62 G142 B222
#3E8EDE
RAL 5012

RED Pantone 2348 C

C0 M76 Y65 K0
R223 G115 B91
#DF735B
RAL 3018

BROWN Pantone 7596 C

C46 M70 Y92 K60
R77 G46 B19
#4D2E13
RAL 8017

Pantone 2427 C Pantone 2287 C C0 M0 Y0 K0 OFF-WHITE Pantone Warm Gray 1

C81 M0 Y100 K54 C68 M0 Y100 K0 R255 G255 B255 C 10 M10 Y15 K0
R34 G65 B32 R57 G200 B42 #FFFFFF R241 G238 B225
#224120 #39C82A #F1EEE1
RAL 6035 RAL 6018 RAL 1015
Color Contrast Sufficient color contrast ensures that
our content is accessible to everyone.
BRAND GUIDELINES 36

Ratios
This page shows acceptable color
combinations that can be used for large
text and body copy.

HIGH CONTRAST RATIO MEDIUM CONTRAST RATIO LOW CONTRAST RATIO

AAA + AA Normal and Large Text AA Normal and AAA Large Text AA Large Text

LArgE tEXt +
Body
Copy
11.38:1 LArgE tEXt +
Body
Copy
5.13:1 LArgE tEXt 3.36:1 LArgE tEXt 3.7:1

LArgE tEXt +
Body
Copy
11.38:1 LArgE tEXt +
Body
Copy 5.13:1 LArgE tEXt 3.36:1 LArgE tEXt 3.7:1

LArgE tEXt +
Body
Copy 12.56:1 LArgE tEXt +
Body
Copy
5.51:1 LArgE tEXt 3.57:1 LArgE tEXt 3.92:1

LArgE tEXt +
Body
Copy 9.78:1 LArgE tEXt +
Body
Copy
5.5:1 LArgE tEXt 3.42:1 LArgE tEXt 3.11:1

LArgE tEXt +
Body
Copy
9.78:1 LArgE tEXt +
Body
Copy 5.5:1 LArgE tEXt 3.42:1 LArgE tEXt 3.11:1

LArgE tEXt +
Body
Copy 10.8:1 LArgE tEXt +
Body
Copy
5.91:1 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).
Color Usage The way in which we apply color in
applications can highly impact their tone
BRAND GUIDELINES 37

and expression. The following spectrum

demonstrates this and serves as a guide
when considering suitable colors palettes.

LESS EXPRESSIVE / SERIOUS TONE MORE EXPRESSIVE / PLAYFUL TONE

FAIrgrOUNd
pArk

gAtEwAy
ArCh
NAtIONAL
pArk
SOUth
grANd

tOwEr
grOVE
pArk

When mainly using our primary palette, a more serious The more color that is added, the more playful and
tone is achieved. This limited color palette is most expressive a design becomes. This sort of tone may be
suitable for things like business cards, letters, RFP’s, more suitable for social media posts, swag items, and
and internal documents. childrens programming.
Symbol and Due to their more expressive usage, the
Supergraphic Logo and Symbol have more
BRAND GUIDELINES 38

Supergraphic
flexibility in terms of color usage than the
primary and secondary wordmarks.

Colors

SUPERGRAPHIC COLORS SYMBOL COLORS

Dark Green Because our primary dark green and
secondary brown color have similar
vs. Dark Brown
contrasting qualities, it is important
to distinguish their relationship within
the brand.
DARK GREEN EXAMPLE
Brochure Cover
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.
BRAND GUIDELINES 39
DARK BROWN EXAMPLE
Brochure Interior
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.
Color Don’ts Certain color combinations and use cases
are not permitted for either contrast
BRAND GUIDELINES 40

and legibility concerns, or to ensure brand

consistency. Here are a few things to look
out for:

X X

FAIrgrOUNd
pArk

gAtEwAy
tOwEr ArCh
grOVE NAtIONAL
pArk pArk

Do not mix too many secondary colors together. Do not use our dark green and brown together
in a single composition or page.

X X

rO

Ark
www.bricklinegreenway.org Project of

SEU ESt pAr

brICkLINE

r
grEEENWAy
gr

rg
F O
d
I rAN
FA
brICkLINE brICkLINE
M
grEENWAy grEEENWAy
gr

gA
SOUth g

tEw
Nd

Project of

www.bricklinegreenway.org

Do not pair dark green and brown together. Do not use brown as a background color.
5. typOgrAphy
BRAND GUIDELINES 41

42 Primary Font
43 Secondary Fonts
44 Typesetting
Primary Font Our primary font is Brickline Passata
Regular. The font is an approachable,
BRAND GUIDELINES 42

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

EXpLOrE A
St.LOUiS yOU
NEVEr kNEw.
USE FOR: Primary Brand Messaging, Headlines, Titles
ALTERNATE FONT: Arial Bold
Secondary Fonts Our secondary fonts are Baton Turbo
Regular and Bold. They are intended
BRAND GUIDELINES 43

for hard working and functional pieces

of text, such as subheaders and body copy.

BATON TURBO BOLD AND REGULAR

ABCDEFGHIJKL ABCDEFGHIJKL
MNOPQRSTUV MNOPQRSTUV
WXYZ WXYZ
abcdefghijklmn abcdefghijklmn
opqrstuvwxyz opqrstuvwxyz
01234567890 01234567890
!@#$%^&*() !@#$%^&*()
USE FOR: Subheaders, Subtitles, Emphasis USE FOR: Body Copy
ALTERNATE FONT: Arial Bold ALTERNATE FONT: Arial Regular
Typesetting Our typographic system consists of two
typefaces: Brickline Passata Regular and
BRAND GUIDELINES 44

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

COME AS yOU ArE.

brINg whAt yOU’VE gOt.
BATON TURBO BOLD BATON TURBO BOLD
Leading: Auto, Leading: Auto
Tracking: Auto Tracking: +20

North, South, East SUBHEADLINE

And West. This Place

BATON TURBO REGULAR
Takes All Of Us. Leading: Auto
Tracking: Auto

Change starts from making the space for people to get together
through new encounters every day. From striking up spontaneous
sidewalk conversations to provoking new ideas through public art,
from coming together at a city-wide celebration to moving together
at an afterwork cycle club, from rediscovering hidden histories to
nurturing future generations, the Greenway may meet us where we
are. But it takes us outside our comfort zones to explore further and
discover a different side to the city we thought we knew so well.
6. IMAgEry
BRAND GUIDELINES 45

46 Photography
47 Renders
Photography Our photography should be inviting, down
to earth and people-focused. It seeks to
BRAND GUIDELINES 46

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
Renders Our render images strive to generate
realistic aspirations of spaces and
BRAND GUIDELINES 47

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.
7. grAphiC
BRAND GUIDELINES 48

EXprESSiONS
49 Content Frames
50 Content Frame Construction
51 Content Frame Variations
52 Connecting Brick Graphic
A. With Symbol
B. With Imagery
C. Mixed Use
55 Graphic Pathways
A. With Typography
B. With Bricks
C. With Community Sourced Content
58 Graphics in Motion
59 Graphic Expression Don’ts
Content Frame Content Frames provide us with an
ownable, unique image treatment.
BRAND GUIDELINES 49

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.

IMAGE + TYPOGRAPHY IMAGE + LOGO

Content Frame Below are some alignment and spacing rules
to consider when constructing Content
BRAND GUIDELINES 50

Construction
Frames. The use of rounded corners is meant
to echo the symbol and typography.

Rounded Corners
X

NOTE: Avoid using a corner radius that

is too large relative to the typography.
Content Frame Content can be placed in either corner of
an image, with a maximum of two corners
BRAND GUIDELINES 51

Variations
being occupied by content within a single
content frame. It is recommened to stack 1 2
typography over multiple lines to create
more interesting frames.

3 4

Content Placement Options

SINGLE CORNER PLACEMENT DOUBLE CORNER PLACEMENT

UppEr
LEFt
UppEr
rIght UppEr
LEFt

LOwEr LOwEr
LEFt right
NOTE: Type placed on the right side
should be right-aligned.

ON
thrEE
LiNES
brICkLINE
grEENWAy
Connecting We can use the bricks that make up our
logo to create a compelling, extended
It can be used to connect multiple
symbols to create a pattern.
BRAND GUIDELINES 52

Brick Graphic graphic language. It is used as a

connecting device, as a metaphor for how Y

A. With Symbol the Brickline Greenway connects people

and places in the city of St. Louis.

FULL COLOR
CONNECTING BRICK

X X

Y
NOTE: A connecting
brick should never be
the same color as the
symbols next to it.
Connecting We can use the bricks that make up our
logo to create a compelling, extended
It can be used to connect images, for
example in an Instagram carousel.
BRAND GUIDELINES 53

Brick Graphic graphic language. It is used as a

connecting device, as a metaphor for how Y

B. With Imagery the Brickline Greenway connects people

and places in the city of St. Louis.

50% SPLIT COLOR

CONNECTING BRICK

FAIrgrOUN
Y

pArk

tOwEr
grOVE
pArk
 Connecting We can use the bricks that make up our
logo to create a compelling, extended
It can be used to connect various media. BRAND GUIDELINES 54

Brick Graphic graphic language. It is used as a

connecting device, as a metaphor for how Y

C. Mixed Use the Brickline Greenway connects people

and places in the city of St. Louis.

50% SPLIT COLOR

CONNECTING BRICK

OUNd City
gArdEN

Y
 Graphic Pathways Our Graphic Pathways serve as a method
to display text, titles and messaging in
Our connecting bricks can also
serve as a connector within these
BRAND GUIDELINES 55

A. With Typography an expressive, engaging way. Typographic

pathways may travel in linear or playful
typographic pathways.

curved pathways. Please refer to final art

files for tools and instructions.

tEXt—tEXt
tEXt—tE
X

Xt
X

— w E
Brick width = Cap height

t— S
wtESt
Ort EAS
EA —
NO
N h—S —
O r th — O U t h
h —
SO U t
Paths should either travel linearly or

N
in smooth curves and avoid abrupt or
extreme turns.

Letterforms and bricks should not collide

with other letterforms and bricks.
Graphic Pathways Our brick pathways are an expressive
pattern element that represent the big
in-between other brand elements such as
imagery. Please refer to final art files for
BRAND GUIDELINES 56

B. With Bricks idea of a continuously connected pathway

and community. This path is meant to
tools and instructions.

playfully curve and weave through and

X X

1/2 X

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.

Graphic Pathways Our connecting bricks can also connect
ideas and memories as a means of
Prompts and creative exercise can be
conducted to collect content from
BRAND GUIDELINES 57

C. With highlighting and displaying the many

voices of the community.
the hands and minds of the people of
St. Louis. Please refer to Social Media

Community Applications on page 72 for more ideas

on displaying content.

Sourced Content

Exhibit a wide diversity of voices, styles

and mediums i.e. pens, markers, clipped
photography, written notes.
Graphics in Motion The animated expression of the brand is
inspired by the idea of progress, movement
BRAND GUIDELINES 58

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.

ANIMATED LOGO
Logo animates-on brick
by brick, slides to the left,
and triggers the type which
appears line by line.

1 2 3

TYPOGRAPHIC PATHWAYS
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.

1 2 3

BRICK PATHWAYS
Brick pathways animate-on
and off using the brick by
brick animation gesture.

1 2 3
Graphic BRAND GUIDELINES 59

Expression Don’ts

X X X

Do not add content to all four corners of a frame. Do not position content in the center of Do not over-round the corners of a content frame.
content frames.

X X X

Do not add more than 1 brick as a spacer in Do not overlap or cross brickpaths. Do not distort bricks.
typographic pathways.
8. grg brANd
BRAND GUIDELINES 60

hiErArChy
61 GRG Endorsement
62 GRG Endorsed Lockups
63 GRG and Brickline Greenway Lockup
GRG Endorsment Since the Brickline Greenway is a
project of the Great Rivers Greenway, it’s
BRAND GUIDELINES 61

important that GRG has a presence within

any Brickline Greenway collateral. This
section will address specific lockups to
use.

NOTE: Refer to the GRG Brand Guidelines for more

information regarding the GRG brand.
GRG Endorsed In order to make it clearer that the
Brickline Greenway is a project by GRG,
BRAND GUIDELINES 62

Lockups
a short line of text saying “Project for”
is added above the logo.

PRIMARY ENDORSED LOCKUP COLOR OPTIONS

X
X
Project of Project of Project of

Project of Project of
X

ALTERNATE ENDORSED LOCKUP Project of Project of

1/2 X
Project of
1/2 X

X
Project of Project of

NOTE: The short line of text can be replaced depending

on what is most suitable for the application.
GRG & Brickline In applications where the Brickline
Greenway and Great Rivers Greenway
This lockup can be created with or without
the short line of text (eg. Project for).
BRAND GUIDELINES 63

Greenway Lockup
logos have to appear equally and side
by side, please consider the appropriate
distance between both logos, and use
A. Without Text the Great Rivers Greenway logo in a
green colorway.

LOCKUP CONSTRUCTION
X

LOCKUP COLOR OPTIONS

GRG & Brickline In applications where the Brickline
Greenway and Great Rivers Greenway
This lockup can be created with or without
the short line of text (eg. Project for).
BRAND GUIDELINES 64

Greenway Lockup
logos have to appear equally and side
by side, please consider the appropriate
distance between both logos, and use
B. With Text the Great Rivers Greenway logo in a
green colorway.

LOCKUP CONSTRUCTION

Project of

LOCKUP COLOR OPTIONS

Project of Project of
9. SAMpLE
BRAND GUIDELINES 65

AppLiCAtiONS
66 Construction Hoardings
68 Print Brochures
69 Interior Spreads
70 Business Card
71 Community Boards
72 PowerPoint
73 Social Media Carousel
74 Social Media Animations
75 Website
76 Swag
77 Signage
79 Icons
80 Spatial: Brick Inlay
81 Spatial: Bridge and Perforation
82 Spatial: Seating
83 Spatial: Pavilion
CONStrUCtiON hOArdiNgS
BRAND GUIDELINES 66
CONStrUCtiON hOArdiNgS
BRAND GUIDELINES 67
priNt brOChUrES
BRAND GUIDELINES 68

When choosing paper stock for printed

applications, avoid glossy papers and
finishes. Instead, opt for rougher looking
uncoated or recycled papers.
INtErIOr SprEAdS
BRAND GUIDELINES 69
bUSiNESS CArd
BRAND GUIDELINES 70

When choosing paper stock for printed

applications, avoid glossy papers and
finishes. Instead, opt for rougher looking
uncoated or recycled papers.
COMMUNity bOArdS
BRAND GUIDELINES 71
pOwErpOiNt
BRAND GUIDELINES 72
SOCiAl MEdiA CArOUSEL
BRAND GUIDELINES 73

SOUth
grANd

gAtEwAy
tOwEr ArCh
grOVE NAtIONAL
pArk pArk
SOCiAl MEdiA ANIMAtIONS
BRAND GUIDELINES 74

Typographic pathway moving

through an image in a loop.
1 2 3

Logo revealing brick by brick.

Refer to animation detail on
motion graphics page 58.
1 2 3
wEbSitE
BRAND GUIDELINES 75

www.bricklinegreenway.com
SwAg
BRAND GUIDELINES 76
SigNAgE
BRAND GUIDELINES 77
SigNAgE
BRAND GUIDELINES 78
ICONS
BRAND GUIDELINES 79

Icons influenced by the

visual language of the
symbol and bricks in general
SpAtiAL: briCk INLAy
BRAND GUIDELINES 80
SpAtiAL: bridgE & pErFOrAtION
BRAND GUIDELINES 81
SpAtiAL: SEAtINg
BRAND GUIDELINES 82
SpAtiAL: pAViLION
BRAND GUIDELINES 83
 BRAND GUIDELINES 84

For more information

or questions regarding
this brand guideline,
please contact:

Emma Klues
eklues@grgstl.org