Racine Brand Identity Manual

NAVIGATING HOME
IDENTITY MANUAL
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CONTENTS
Brief
Problem Statement
Existing Place Brands
Semiotic Research
Iterations and Evaluation
Slogan
Typography
Color Palette
Proper Usage
Improper Usage
Application
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5
6-7
8-13
14-19
20-21
22
23
24-29
30-31
32-38
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3

DEVELOP A BRAND
TO REPRESENT
YOUR HOME TOWN
PROBLEM STATEMENT
Racine, Wisconsin is a lakeside southeastern Wisconsin city with a population
of about 80,000 people.
While the city has many distinctive features—it’s one of North America’s
cleanest beaches at North Beach, it is home to three works of architecture
by Frank Lloyd Wright and it distributes nationally-renowned Danish
pastries called kringle—its “Real Racine” brand blends in with many
other Wisconsin lakeside towns and cities. The current mark doesn’t
introduce the city beyond some waves, and the city’s slogan does not
pair with the mark.
With this project, I aim to rebrand Racine with a mark that honors its
heritage and its modern progress and relevance. Racine is full of history
yet progressing forward, it is a warm light alongside the blue of Lake
Michigan, and it is a home to many as well as a beacon to those looking
to return, or move here for new opportunities.
Emphasizing and balancing these qualities in the mark and brand, I aim to
establish a brand that will resonate with Racinians as well as attracting
tourism and new community members to call Racine home.
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EXISTING PLACE BRANDS
RACINE
As Racine’s closest
and most comparable neighbor
with a population of just under
100,000, Kenosha has many
similar qualities to Racine,
making it more important to
differentiate the two.
LACROSSE
With a population of 50,000,
La Crosse is notable
in Wisconsin for its collegiate
population and position on
the border of Minnesota.
Its mark and brand
are more traditional.
KENOSHA
As Racine’s closest
and most comparable neighbor
with a population of just under
100,000, Kenosha has many
similar qualities to Racine,
making it more important
to differentiate the two.
MILWAUKEE
While Milwaukee is significantly
larger in size than Racine,
its vicinity to Racine is significant.
With a population of 600,000,
it is a larger city but tourists
and potential homeowners
could look to Racine
for a smaller feel/charm.
EAU CLAIRE
While Eau Claire’s population
is smaller than Racine’s at 70,000,
Eau Claire attracts a young adult
crowd at its annual music festival.
Its mark is accordingly
playful and bright.
OSHKOSH
OshKosh has a population
of 66,000 and is another
university city in Wisconsin.
It has branded itself as
“Wisconsin’s Event City”.
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SEMIOTIC RESEARCH
SEMANTIC ICON INDEX SYMBOL SEMANTIC ICON INDEX SYMBOL
French
Relating to
France, its
people or
heritage.
Language
Settlement
Heritage
Origin
Origin
Suburban
Pertaining
to; inhabiting
a suburb or
suburbs of a
small town
Outer City
Surrounding
Separate
Space
Surrounding
Diverse
Different
social, cultural,
economic
groups
Differing
Mix
Assorted
Multitude
Mixed
Active
Engaged in
action and energetic
work
Energetic
Action
Lively
Eventful
Eventful
Lakeside
Located next
to a Great
Lake
Beach
Coast
Lakefront
Waves
Sand
Waves
Predictable
Expected,
especially on
basis of previous
behavior
Expected
Repeated
Ordinary
Foreseen
Anticipated
Expected
Midwestern
Relating to
the Midwes;
sterotypes of
the Midwest
Midwest
Kind
Ope
Don’t Ya Know
Ope
Welcoming
A greeting
with kindness
or reception
Accessible
Approachable
Open door
Come-in
Approachable
Urban
Designating
a city
Downtown
Inner City
Public
Buildings
Populated
Downtown
Artistic
Having
aesthetic
considerations
Creative
Aesthetic
Decorative
Tasteful
Creative
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SEMIOTIC RESEARCH
SYNTACTIC ICON INDEX SYMBOL SYNTACTIC ICON INDEX SYMBOL
Uptown
Upper part of
a city—
characterized
as stylish
or artistic.
Murals
Redefined
Colorful
Returned
Murals
Lake Michigan
Third-largest
of the
Great Lakes
in North
America
Body
Water
Fresh
Great Lake
Fresh Water
Lighthouse
Structure with
bright light
for guidance
of ships
Guidance
Light
Monument
Project
Signify
Signify
City
A large or
important
town; type of
municipality
Large
Important
Municipal
Urban
Urban
Kewpee’s
Diner in
business since
the 1920’s,
offering burgers,
shakes
Burgers
Baby dolls
Tile
Pink
Vintage
Baby Dolls
Kringle
A Scandanavian
pastry,
a Nordic
sweet variety
of pretzel
O&H Bakery
Tradition
Pastry
Heritage
Hygge
O&H Bakery
Frank Lloyd
Wright
American
architect and
designer,
born in
Wisconsin
American
Prairie
Organic
Wisconsinite
Prairie
North Beach
Fifty acres of
beach
on the Racine
lakefront
Fresh water
Clean
Oasis
Family-friendly
Blue
Clean
Racine Art
Museum
Museum Craft
holding nation’s Modern
largest contemporary
Clay
3D
craft collection Contemporary
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Craft
River Bend
Nature
preserve in
Caledonia,
within Racine
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Trees
River
Peace
Trail
Trail

SEMIOTIC RESEARCH
PRAGMATIC ICON INDEX SYMBOL PRAGMATIC ICON INDEX SYMBOL
Root
To implant
or establish
deeply;
“racine” in
French
Plant
Stay
Lodge
Engrain
Grow
Grow
Leave
To go out
or away from
Exit
Go away
Depart
Abandon
Quit
Abandon
Sail
To move
along or travel
over water
Navigate
Drift
Float
Embark
Embark
Retain
To continue
to keep
possession of
Keep
Continue
Maintain
Stay
Stay
Hike
To walk or
march a
distance for
pleasure
Walk
March
Explore
Engage
Immerse
Explore
Engage
To cause to
approach,
adhere
or unite
Catch
Fascinate
Attract
Participate
Preoccupy
Participate
Support
To sustain
or withstand;
serve as
foundation
Contribute
Sustain
Reinforce
Ground
Sustain
Swim
To move in
water using
limbs, fins, tail
or other
Movement
Waves
Float
Drift
Float
Shop
To visit shops
and stores
to purchase
or examine
goods
Buy
Purchase
Market
Contribute
Contribute
Highlight
To emphasize
or make
prominent
Feature
Focus
Emphasize
Feature
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ITERATIONS
SPROUT
The Sprout iteration
stems from the concept
that “racine” translates to “root”
in French, and the sprout
resembles an ‘r’. The idea looked
too cliché in the end.
WAVES #2
Here, I decided to simplify
the Waves iteration with only
one wave below the baseline.
FRANK LLOYD WRIGHT
This idea is based on
the SC Johnson Tower
designed by Frank Lloyd Wright
in Racine. I liked the idea of
incorporating the building
and upward movement.
The concept did not translate.
WAVES #3
I explored a change in typeface,
and further developed the wave
approach. The main problem
with this iteration
is how the ‘i’ looks like a ‘j’.
WAVES #1
This Waves concept is based on
how the Root River in Racine
flows into Lake Michigan.
racine
LIGHTHOUSE #1
I aimed to create
a modern take on a lighthouse,
using geometric shapes and
typography, as well as
noticeable negative space.
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15

ITERATIONS
LIGHTHOUSE #2
In this iteration,
I simplified the base of the lighthouse,
while keeping the modern
feel and negative space.
I switched to an uppercase
lettermark for more impact.
LIGHTHOUSE #4
In the process of adding color,
I inverted elements of the mark
to discover how well its inverse
might scale and function.
Scaling became an issue
with this version.
RACINE
LIGHTHOUSE #3
I closed the extra negative space
in the mark to give it a “home”.
I also began developing a custom
lettermark typeface,
inspired by Futura and Averta.
LIGHTHOUSE #5
Minus a few tweaks, I arrived at
a mark containing a system of
connected shapes and strokes.
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17

BLACK AND WHITE
COLOR
3” IN HEIGHT 3” IN HEIGHT
0.75” IN HEIGHT 0.75” IN HEIGHT
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19

SLOGAN
NAVIGATING HOME
“Home” is a less definitive term than it once was. In branding my hometown,
I looked to create a mark rooted in Racine’s heritage and sense of
home, while channeling a modern and progressive feel. While navigation
takes you somewhere new, it can also often lead you home.
SLOGAN ITERATIONS
Lighting a Path Forward
Illuminating What’s Next
Heritage and Progress
Building Upward and Onward
Navigating Home to Progress
SLOGAN APPLICATION
The slogan can be paired
with the entire mark
or only the rectangle filled with
“RACINE”. It cannot be detached
from the mark completely.
NAVIGATING HOME
SLOGAN APPLICATION EXAMPLE
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21

TYPOGRAPHY
COLOR PALETTE
CUSTOM TYPE
The custom lettermark developed for “Racine” is inspired by Futura and
Averta typefaces, as well as the elements in the mark.
FUTURA PT DEMI
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj
Kk Ll Mm Nn Oo Pp Qq Rr Ss
Tt Uu Vv Ww Xx Yy Zz 1 2 3
4 5 6 7 8 9 ! ? / $ # & *
GILL SANS REGULAR
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8
9 ! ? / $ # & *
MAROON
Use for headlines and
subheaders, outlines
#8f1c12
CMYK 27, 98, 100, 29
RGB 143, 28, 18
PMS 187 C
SALMON
Use for illustration or
background color
#db8259
CMYK 11,58, 70, 1
RGB 219, 130, 89
PMS 2024 C
Futura PT Demi is used
in the headlines and subheaders
in the brand. It is always uppercase
and maroon (or occasionally
tan on a maroon background).
Gill Sans Regular is used
in the body text in the brand,
in black (or occasionally tan on a
maroon background).
BLACK
Use for body text
#000000
CMYK 100, 100, 100, 100
RGB 0, 0, 0
PMS C
SAND
Use in illustrations or on
maroon background
#e8cf99
CMYK 9, 16, 45, 0
RGB 232, 207, 153
PMS 155 C
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PROPER USAGE
LOGO IN COLOR
For use when it is the second
use on an application or when a
smaller/simpler look is needed
MARK IN COLOR
Primary Use
MARK IN BLACK AND WHITE
NAVIGATING HOME
MARK AND SLOGAN
IN COLOR
LOGO IN BLACK AND WHITE
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PROPER USAGE
NAVIGATING HOME
PROPER SPACING MARK
Spacing should be the size of
the “Navigating Home”
slogan Box on all sides of
the mark in its different forms.
PROPER SPACING MARK
AND SLOGAN
PROPER SPACING LOGO
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PROPER USAGE
NAVIGATING HOME
LANDSCAPE MARK
The spacing around the mark may
be infringed upon by a landscape
horizon line, as depicted above.
ILLUSTRATIVE APPLICATION
The portion of the mark above the
logo may be used illustratively in
applications like shown above.
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IMPROPER USAGE
DO NOT DISTORT OR TILT
DO NOT APPLY A GRADIENT
OR DROP SHADOW
DO NOT CHANGE COLOR
OR FILL
DO NOT CHANGE
PROPORTIONS
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APPLICATION
City Hall
730 Washington Ave.
Racine, WI 53403
(262) 636-9101
City Hall
730 Washington Ave.
Racine, WI 53403
(262) 636-9101
May 4, 2020
Racine City Council
555 Kennedy Dr.
Racine, WI 53406
Dear City Council,
NAVIGATING HOME
As you know, Racine, Wisconsin is a lakeside southeastern Wisconsin city with a population of about 80,000 people.
While the city has many distinctive features—it’s one of North America’s cleanest beaches at North Beach, it is home to three works
of architecture by Frank Lloyd Wright and it distributes nationally-renowned Danish pastries called kringle—its “Real Racine” brand
blends in with many other Wisconsin lakeside towns and cities. The current mark doesn’t introduce the city beyond some waves, and
the city’s slogan does not pair with the mark.
With this project, I aim to rebrand Racine with a mark that honors its heritage and its modern progress and relevance. Racine is full of
history yet progressing forward, it is a warm light alongside the blue of Lake Michigan, and it is a home to many as well as a beacon to
those looking to return, or move here for new opportunities.
BUSINESS CARD
2” X 3.5”
Emphasizing and balancing these qualities in the mark and brand, I aim to establish a brand that will resonate with Racinians as well as
attracting tourism and new community members to call Racine home. I hope that you will see this brand manual as the first step in a
collaboration between us to redefine the reflection of what this city might mean to its inhabitants and potential visitors. A clear and cohesive
brand identity can have real economic and social impact on a city. With the goal of making Racine a more desirable place to be for
its own inhabitants and visitors like, I hope you will take careful consideration to the proposal of the Navigating Home brand for Racine.
Thank you for your consideration, and please contact me to coordinate next steps. I look forward to working with you!
Regards,
Nicole Shields
BUSINESS ENVELOPE
4.25” X 9.25”
NAVIGATING HOME
LETTERHEAD
8.5” X 11”
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APPLICATION
City Hall
730 Washington Ave.
Racine, WI 53403
(262) 636-9101
BUSINESS ENVELOPE
9.25” X 4.25”
WEBSITE HOMEPAGE
APP HOMESCREEN
SNAPCHAT FILTER
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APPLICATION
MUG
TOTE
T-SHIRT AND CREWNECK
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APPLICATION
SHOPPING BAG
LAMP POST BANNER
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City Hall
730 Washington Ave.
Racine, WI 53403
(262) 636-9101
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