THE PERCH 2nd street - HENDERSON, ky

Transcription

1 THE PERCH 2nd street - HENDERSON, ky the city of henderson is collaborating with several community organizations to build the perch, a pocket park in downtown. We are seeking an artist to create a mural to go on this downtown building next to the perch. our vision for the project is to liven up 2nd street/downtown Henderson area and give people a beautiful and unique place to hang out in the community. Interested artists should submit the following to: jordyn@ohiovalleyart.org by Friday, March 30 artist information (name, phone number, address, and mailing address) cover letter describing concept for your design & addressing why you are interested in the project resume portfolio of work samples in PDF format (preferably large scale work or public art if applicable) preliminary sketch of idea in PDF format references you have done work for expectation of commission

2 9'-0" 8'-0" 32'-0" 15'-0" 5'-0" Mural Space 29'-0"

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4 H e n d e r s o n B r a n d G u i d e Henderson is my nature

5 H e n d e r s o n B r a n d T r u t h s Brand truths are undeniable facts about Henderson according to what was learned in our research. Brand truths cannot be ignored when developing a brand promise and a direction for branding efforts. Embracing these truths allows us to face what it takes to create a place of distinction that can truly be delivered well. Brand Truth: Henderson is a river town. The riverfront is your canvas to community life and activity The riverfront is how outsiders see you most Perhaps the single biggest point of pride within the community It frames Henderson s downtown Brand Truth: Henderson s Audubon association must be about what inspired him, not the man. If Henderson s Audubon is just about the person, then it fails to be relevant outside of historical context or direct Audubon related activities. How does this help business today? It s not about Audubon the person. It s about what inspired him to be great. It s what inspired him to be in Henderson. On your riverfront. Audubon was inspired by Henderson s nature. Brand Truth: Audubon is firmly connected to Henderson s identity. Audubon State Park is Henderson s most well known asset and only major tourism attraction. Audubon is distinctly associated with Henderson by everyone. It s visually a part of the community everywhere. State Park with Museum Statues around town Businesses named after Audubon Prints at the library and hospital Images on flag posts Icons on way-finding signage KY state parkway named after Audubon Brand Truth: The natural outdoor resources in and around Henderson are its most utilized asset. It completely shapes your character inside and out. Green space along the riverwalk River feels like part of downtown The Sloughs Parks and Audubon State Park Surrounded by farmland Bird watching is big Has a calming effect and inspires River port Fuels Henderson s unassuming and quiet personality 1

6 H e n d e r s o n B r a n d S t r a t e g y Position Henderson as a classic river town where the nature that once inspired John James Audubon, still inspires life today. It is distinct. Own-able. Part of Henderson s current identity. It can be iconic and relevant. 2

7 The strategic brand platform as a single thought: For those seeking the comforts and connections of a small town, Henderson, KY is a classic river town on the Ohio River where life is framed by nature s resources so you feel calm and inspired for new ideas. Henderson Strategic Brand Platform The Brand Promise What is a brand promise? It is the culmination of everything we know about a brand that allows us to promise our customers an experience. All brands have a brand promise. All brands must stand for something. This exercise is crucial when branding any product or place. The brand promise gives us direction. It gives us intent to our message. It gives us measurement for message development and execution. But what should a brand promise statement do? We construct a brand promise statement that is reflective of the following: Singularly defines the brand Provides measurement for all branding decisions Truth Aspirational Heritage Vision for the future Inspirational Differentiating 3

8 T h e B r a n d S t o r y a n d T a g l i n e The brand story is more than a tagline it is a story that tells where Henderson has been, and more importantly, where it is going. Henderson, Kentucky Discover your nature. Henderson is framed by nature. The river rolls by. The birds fly. Home to John James Audubon and W.C. Handy and others who turned life into beauty, art, commerce and success. Henderson captures what s inside you. Then brings it out. A vibrant downtown. River up close. Nature and history as its backdrop. It inspires. Anything is possible. Come, choose your path and stride into it with determination. Henderson is where you can discover your nature. 4

9 T h e B r a n d L o g o Behind the Logo The Henderson logo uses the icon of a feather. Actually this image was already in use for Henderson tourism. In the context of the refined brand strategy, the feather fit well. And sometimes the right thing to do is to evolve and preserve a good idea. The feather is a nod to one of Henderson s most well known assets - John James Audubon and his famous collection of bird paintings. More than a tie to Audubon, the feather also represents nature and inspiration. The single feather and quill was a tool for capturing inspiration in writing for centuries. Lastly, the feather is distinct in the areas of promoting destinations or communities. Of course, that is very important too. The color green was chosen to reflect nature and future growth. It gives an appreciation of the outdoors and agricultural heritage. The type style was chosen for its timelessness that can reflect a classic river town or tomorrow s new small urban development. It also is an evolution from previous logo communications. Brand Personality and Associations Small Friendly Comfortable Inviting Inspirational Festive Scenic Historic Riverfront Parks Shops Downtown Message Concepts The Discover your nature message is intended to speak to both the abundance of outdoor activities available in Henderson, as well as the inner calling that exists in all of us. In Henderson, what inspired Audubon still inspires today. What follows are graphical messages created to tell this story for Henderson, Kentucky. 5

10 B u s i n e s s C a r d s Option 1: The advertising theme carried through on the back of the business card illustrating Discover your nature. Option 2: Circle your interests on the back of the card, listing all of the activities available in the Henderson area for you to Discover your nature. 6

11 A d v e r t i s e m e n t s 7

12 D i g i t a l D i s p l a y A d v e r t i s e m e n t s Solos are my nature. Exploring is my nature. 8

13 S n a p c h a t G e o f i l t e r 9

14 B i l l b o a r d A d v e r t i s i n g Discover your nature in downtown Henderson. 10

15 P o l e B a n n e r / W a y f i n d i n g 11

16 H e n d e r s o n D i n i n g D i s c o v e r y The intention of this icon is to establish a restaurant or dining experience as a particular menu item or location discovered in Henderson, KY. 12

17 H e n d e r s o n D i s c o v e r y B a d g e Discovery Badges awarded for shopping, dining, or location discoveries. They could be embroidered badges or electronic icons sent out to visitors. 13

18 H e n d e r s o n C o l o r s, F o n t s a n d F i l e U s a g e COLOR PALETTE RECOMMENDED TYPEFACE FAMILIES FILE USAGE Use of digital artwork in different applications requires the use of different digital file formats. To ensure the best quality reproduction, the following file format uses are suggested: WORD.EPS.BMP.JPG.GIF.TIF POWER POINT.PNG.BMP.JPG.GIF.TIF WEB (HTML).JPG.GIF INDESIGN.EPS.TIF 14

19 H e n d e r s o n U n a c c e p t a b l e A p p l i c a t i o n s NEW hometown DO NOT use any unofficial colors or any combination of colors different than the official logo colors. DO NOT add unofficial copy or graphics covering any part of the logo. DO NOT alter the logo for any other unapproved entity. DO NOT delete, add or adjust any element of the logo. DO NOT change the proportions of the logo. DO NOT print the logo on a dark background or image (example at left). Use the reversed version instead (example at right). DO NOT rotate or flip the logo. Henderson DO NOT try to recreate this logo. Use only the artwork provided. Elements of the font have been adjusted and should not be typeset or replaced with any other font. Um eturehentias quiam, comnisimil inis et es etur modion pa qui asit, volore net rest, sit pos aut voluptia volorerit lam acidis cusanim si dolor mo vel inisto molupta volum invenimporro cum fugit resecto magnam am atit DO NOT screen the logo or use the logo behind text. 15

20 H e n d e r s o n E x t e n s i o n s 16

21 C o n t a c t I n f o r m a t i o n These graphic standards were developed as a method for protecting the graphic brand of the City of Henderson, Kentucky. It is important to consult with and follow the enclosed guidelines to maintain the integrity of the brand. If you need any additional information or guidance, please contact: Ms. Kyle Hittner, Executive Director HENDERSON COUNTY TOURIST COMMISSION (o) (m) kyle@hendersonky.org 101 N. Water Street, Ste B Henderson, KY