the capitol district
Brand Guidelines
Brand Attributes
Maintain a consistent and recognizable identity by aligning your brand with these three attributes.
Consistency » Recognizability » Trust
modern
welcoming
experience
For every decision made about the brand, ask yourself:
Is it modern?
Is it welcoming?
Is it focused on a good experience?
Logo Files
Be sure to read Brand Guidelines for specific logo usage.
Secondary Logo Files
Use the brass logo when tenants' logos are listed in black and white to give hierarchy to The Capitol District.
Reminders
The capitol district
Always include "The" before Capitol District. The Capitol District or #TheCapitolDistrict
SPELLING IS IMPORTANT
Capitol is spelt with an "o" not an "a". Capitol Ave with an "o" is the street name that runs along the south side of The Capitol District.
Typefaces
Download .zip of Odeon Condensed and Garamond Regular typefaces » | Visit Typekit to download Din Condensed Light.
Colors
Black
PANTONE: Black
CMYK: 0 0 0 100
HEX: #000000
white
PANTONE: White
CMYK: 0 0 0 0
HEX: #ffffff
brass
PANTONE: 7555 C, 7555 U
CMYK C: 0 28 98 11
CMYK U: 0 22 80 9
HEX: #c8932c
Black and White Photography
Photography used throughout should have a clean and elevated composition which focuses on the experiences at The Capitol District. All photography will also remain in black and white unless color is needed to showcase the experience.
Color Photography
Secondary - Use only when necessary.
There may be times that color photography is used. This would only be instances when color is needed to showcase the experience such as an art installation or exhibit. The composition of the photo will need to remain elevated and clean and consistent with other Capitol District photography. No filters should be used and colors need to be a true visual representation.
Illustrations
Scribbles should be used when possible to highlight the experience of The Capitol District.
DO: Scribbles to illustrate the experience. | DON'T: Wrap scribbles around necks.
Social Media Images for The Capitol District
Tenants can follow their own visual guidelines.
We can create consistency using black and white photography. To take it one more step to be more recognizable, and to focus on the "experience" attribute, we can use illustrations. The Capitol District's photos will stand out and eventually be instantly recognized as The Capitol District without having to read anything.
DO: #TheCapitolDistrict (Include "The" always.) | DON'T: #CapitolDistrict
Send for Review Prior to Publication
If you are creating content, an ad, etc. for The Capitol District, please send it to SecretPenguin prior to publication:
Alison Hult-Lewis: alison@secretpenguin.com
Thank you!
Custom Requests
If you have a custom request or need help with The Capitol District brand elements,
we're happy to help. Send requests to info@SecretPenguin.