Brand Guidelines
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Our Logo
Logo Usage
Discover the magic of Arroyo Grande – a town differentiated by its down-to-earth and embracing nature, striking scenery, and access to some of the Central Coast’s most sought-after experiences.
This magic is captured in the logo by setting “Arroyo Grande” in a quirky, full-of-character typeface that effortlessly balances a sense of charm and freshness. Shaping the letters to one another not only creates a strong relationship between the two words but also nods to the quaint details found on signage and windows downtown, the craft-meets-class feel of small shops and restaurants and the friendliness and inclusivity of the community. The deep orange flourishes are festive, organic and remind us of growth – whether that be in the town’s agriculture or famous downtown rooster community.
The Arroyo Grande logo is a valuable asset that must be used consistently and in the proper, approved forms.
The full color logo should be used as often as possible to build a strong brand identity.
Use this logo when printing in black and white, for example, in a newspaper publication.
Use this version of the logo when it is represented at very small size (under 0.3in). Try to use other options when possible.
Use this version when the logo is overlayed on a dark/photo background. Please use discretion when doing this and default to the white reversed option when necessary.
If ever the logo is to be overlayed on a dark/photo background and the full color reversed option is unusable, the white version should be used.
The logo should always be clearly legible and should never have a height smaller than 0.3”.
Clear Space
When placing the logo within artwork, please maintain a padding of clear space around the logo of the width of the “A” all the way around the logo. That is to say that no image, or other text should extend into this padding area.
Our Logo
Background Usage
Sometimes the logo will be placed over images or visually complex backgrounds. Always make sure the logo can be easily seen. The full color logo is always preferred, but other options are available to help with legibility. The left column shows unacceptable logo usage, the right column shows how to correct it. When the logo is placed over a photo, on a color background, or on a pattern background, it must be in full color reversed or white if it’s darker and full color if it’s very light.
The Type
Typography
The brand typography must also speak to the Arroyo Grande personality and values. Friendly, classic, but still chalked-full of charm, the brand’s primary serif typeface is Noto Serif. Libre Franklin, the brand’s primary san serif, is a sturdy, balanced typeface. Its sharper lines compliment the softer presence of Noto Serif.As with the Arroyo Grande logo, consistent use of the brand typefaces reinforce the overall brand identity and personality. Noto Serif and Libre Franklin are the two primary typefaces, while Arial may be used for digital correspondence.
Noto Serif
Serif:
This typeface should be used as the primary header font within any collateral or marketing materials. Its clean, round shapes feel personal and welcoming, while still retaining a sense of formality and tradition.
All styles are acceptable (use Regular for headers and Regular Italic for subheaders).
Libre Franklin
San Serif:
This typeface should be used as the primary body copy font throughout the Arroyo Grande brand. It’s clean and strong lines allow for easy readability on long form copy.
All styles are acceptable (use Regular for headers and Regular Italic for subheaders).
Arial
Digital/E-mail:
For digital correspondence and internal communication Arial may be used if none of the other brand typefaces are available. It is available on most computers and can be consistent from computer to computer. This should NOT be used in printed collateral or external marketing materials.
All styles are acceptable (use Regular for headers and Regular Italic for subheaders).
The Color
Color Palette
The Arroyo Grande color palette is fresh, warm and energizing. The shades of orange are vibrant and full of life, and point back to the city’s sunny and welcoming nature. While still lively, the shades of blue also bring in a cool and rejuvenating contrast.
Here are the color breakdowns for each production format. CMYK colors are used for any basic printed materials (flyers, brochures, documents, menus etc). RGB colors are used for any digital materials (social media, e-newsletters, website, TV advertisements, etc). The web safe colors are similar to RGB and are only used for digital materials. The six-digit code is an easy way to add specific colors when changing web design preferences.
C 5 | M 70 | Y 88 | K 8
R 214 | G 102 | B 50
#d66632
C 4 | M 47 | Y 95 | K 0
R 242 | G 189 | B 113
#f2bd71
C 4 | M 47 | Y 95 | K 0
R 238 | G 151 | B 43
#ee972b
C 21 | M 3.1 | Y 28 | K 0
R 203 | G 222 | B 193
#cbdec1
C 89 | M 74 | Y 44 | K 36
R 39 | G 58 | B 83
#273a53
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