How to Use Our Brand Book
How to Use Our Brand Book

Our Digital Brand Book helps our partners represent Austin Parks Foundation. Consult these guidelines when creating or using photography, videography, social posts, blogs or graphics for/in partnership with APF. Here are some helpful tips:

1.
This guide details our brand story and the proper use of our logos, colors, fonts and more.
2.
For easy navigation of the brand book, use the navigation toggle in the top right-hand corner.
3.
If you have any questions on branding or messaging, email marketing@austinparks.org.
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Our

For over 25 years, Austin Parks Foundation (APF) has been connecting people and parks in Austin. Our programming and strategic vision are aimed at helping to fill the funding and resource gap for our parks, and we strive to ensure that every Austinite has access to great parks, trails and green spaces no matter their neighborhood.
Our Mission
Austin Parks Foundation partners with our community to enhance people’s lives by making our public parks, trails and green spaces better through volunteerism, innovative programming, advocacy and financial support.
Our Vision
Austin Parks Foundation envisions a community in which the lives of all people are enriched through access to Austin’s well-maintained public parks, trails and green spaces.
27 Years of People Plus Parks
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BRAND IDENTITY

About APF

Who We Are
What We Do
Who We Serve
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Our Values
Guiding principles by which APF will make decisions; our values define the internal culture, what matters to us and how we’re going to do our work in the community (click on each):
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Our Brand Story
For over 25 years, Austin Parks Foundation (APF) has been connecting people and parks in Austin. Our programming and strategic vision are aimed at helping to fill the funding and resource gap for our parks, and we strive to ensure that every Austinite has access to great parks, trails and green spaces no matter their neighborhood.
Our Mission
Austin Parks Foundation partners with our community to enhance people’s lives by making our public parks, trails and green spaces better through volunteerism, innovative programming, advocacy and financial support.
Our Vision
Austin Parks Foundation envisions a community in which the lives of all people are enriched through access to Austin’s well-maintained public parks, trails and green spaces.
27 Years of
People + Parks
BRAND IDENTITY

About APF

Who We Are
What We Do
Who We Serve
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Our Values
Guiding principles by which APF will make decisions; our values define the internal culture, what matters to us and how we’re going to do our work in the community (click on each):

The Hummingbird
The Hummingbird

In 2014, APF started fresh with a new look and tagline to reflect our efforts—a depiction of a hummingbird and the tagline “People Plus Parks.”

The hummingbird is the perfect depiction of APF’s spirit and is well known for being exceptionally nimble. Likewise, APF strives to be a nimble organization serving the community and working daily to respond to the unique needs of each of Austin's parks. With the wide gap between what our parks need and what our parks department can afford, APF must be quick to respond to challenges as well as spot and take advantage of opportunities.

The hummingbird is also a great pollinator, and symbolizes our role in spreading new ideas and positively contributing to Austin’s park ecosystem in order to develop and maintain parks, trails, and open spaces in Austin.

In addition to the hummingbird logo, the tagline, “People Plus Parks,” perfectly summarizes the APF mission. With nearly 300 parks, Austin Parks Foundation’s job is not always easy, but each year, with the help of our community, we are able to generate millions of dollars in volunteer time, donations and support for the places that make Austin, Austin - our parks.

BRAND IDENTITY

Clear Space

BRAND IDENTITY

Clear Space

To ensure the APF logo has consistent, optimal legibility and prominence, an area of clear space should be maintained around the logo. This distance should, ideally, be equal to or greater than the height of the A in Austin Parks Foundation at each of the furthest reaches. See below for examples.

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BRAND IDENTITY

Logo Misuse

BRAND IDENTITY

Logo Misuse

In order to maintain brand consistency the APF logo may not be re-stacked, stretched, transformed or used in any other colors than Emerald, Prussian Navy, and in rare instances, white or black.

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BRAND IDENTITY
BRAND IDENTITY

Logo Files

Logo Files

Now that you know how to properly use Austin Parks Foundation's logos and logo lockups, download our logo package below!

Download APF's Logo Package
BRAND IDENTITY

Tagline

BRAND IDENTITY

Tagline

BRAND IDENTITY

Using the Tagline

BRAND IDENTITY

Using the Tagline

The APF tagline can be used in conjunction with the logo lockups or alone. When used in a logo lock up or on social media as a hashtag, “plus” should be written out in text. When the tagline is used alone the “+” symbol may be used in place of the full word.

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Horizontal APF Logo/Tag Lockup*
Horizontal APF Logo/Tag Lock Up*

Recommended for the majority of uses where the tagline and logo are both used.

 
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Vertical APF Logo/Tag Lockup*
Vertical APF Logo/Tag Lockup*

Alternate option that can be used when the logo is the sole hero on a page or merchandise application.

 
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*Use the Emerald Green version of the logo for printing with Pantone colors and online applications. When the printing option is offset CMYK or digital please use the Prussian Blue version of the logo.

BRAND IDENTITY
BRAND IDENTITY

Colors

Colors

Primary Colors

Emerald + Prussian Navy should be used for all applications of the logo, and as the dominant colors in all marketing materials.

PRUSSIAN NAVY

Pantone 302 C
Pantone 302 U
CMYK: 100/48/12/58
RGB: 0/59/92
HEX: #003B5C

EMERALD GREEN

Pantone 7480 C
Pantone 7480 U
CMYK: 90/0/93/0
RGB: 0/191/111
HEX: #00BF6F

*Where possible, avoid printing the Emerald Green as a CMYK build. It will not reproduce as vibrant or as bright as the Pantone color!

Secondary Colors

Sunflower, Sunset and Sky may be used in marketing and branding materials. These colors should not be used for logo marks except in special cases with prior approval.

Sunflower, Sunset and Sky may be used in marketing and branding materials. These colors should not be used for logo marks except in special cases with prior approval.

SUNFLOWER

Pantone 130 C
Pantone 129 U
CMYK: 0/32/100/0
RGB: 242/169/0
HEX: #F2A900

SUNSET RED

Pantone 7416 C
Pantone 7416 U
CMYK: 0/72/70/0
RGB: 229/106/84
HEX: #E56A54

SKY BLUE

Pantone 3115 C
Pantone 3115 U
CMYK: 59/0/14/0
RGB: 0/193/213
HEX: #00C1D5

NAVY
EMERALD
SUNFLOWER
SUNSET
SKY
BRAND IDENTITY

Designing for APF

Color Combinations
Color Combinations

To convey the positivity and vibrancy of both our parks and the APF brand, we often use multiple colors from our color palette together. Below are suggested combinations and some to avoid. In general, Prussian Navy is used in place of black and is used as our dark neutral. White may be used in combination with most of our colors, but legibility is paramount.

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Notes:
  • Prussian Navy and Emerald should always be given top billing in any print or digital assets as these are our primary colors.
  • Avoid using Emerald and Sunflower together as the contrast may be too low, and never use Emerald and Sunset in close proximity.
  • Avoid using Sunflower and Sunset together as there is low contrast between the two.
Graphic Styles

When designing graphics, posters, print and digital materials for APF, keep in mind the following style suggestions:

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APF often uses transparent overlays on large photos. Prussian Navy at a transparency of 30-70% is preferable. Never use emerald as a transparent overlay on photos.

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APF’s visual aesthetic is vibrant but clean. Use plenty of white space and keep backgrounds and borders simple. Thin strokes (.5pt to 1pt) for borders, as well as simple patterns are preferable.

BRAND IDENTITY
BRAND IDENTITY

Typography

Typography

The following are the fonts recommended for use on all APF print and digital materials. Fonts should be purchased or obtained through APF in order to be used legally.

Partnering with or designing for APF on a creative project? Send us an email for access to font files or any other font-related questions!

Send us an email

PRIMARY TYPEFACES

Bemio

Bemio is our main display font and is great for headlines, and section headers. Use Bemio in all caps, title case and italics.

PURCHASE BEMIO
Brandon Grotesque

Brandon is our main body font and is best used for body copy, sub-headers, tagline, and section headers. Use it in all caps, title or sentence case in light, regular, medium, bold and black, as well as the italic versions of these weights.

PURCHASE BRANDON

DIGITAL TYPEFACES

Montserrat
Use Montserrat in digital applications only when the main APF typefaces are unavailable. Example: Google Suite
DOWNLOAD MONTSERRAT

OTHER TYPEFACES

APF often partners with other brands, organizations and businesses on projects and events. It is sometimes necessary to mix these brands by incorporating other typefaces into collateral materials.

It is always preferable to use APF fonts where possible, but when creating a co-branded piece, Brandon Grotesque is generally suitable for body copy and sub-headers so that other brand fonts may be used as headlines.

Bemio - Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghIjklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghIjklmnopqrstuvwxyz
1234567890
Brandon Grotesque - Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghIjklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghIjklmnopqrstuvwxyz
1234567890
Brandon Grotesque - Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghIjklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghIjklmnopqrstuvwxyz
1234567890
Brandon Grotesque - Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghIjklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghIjklmnopqrstuvwxyz
1234567890
Brandon Grotesque - Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghIjklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghIjklmnopqrstuvwxyz
1234567890
Brandon Grotesque - Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghIjklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghIjklmnopqrstuvwxyz
1234567890

BRAND IDENTITY
BRAND IDENTITY

Assets

Assets

Photos & Video
Photos & Video
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Photographing APF Events & Programs
Photographing APF Events & Programs

APF’s photography assets should always focus on people engaging in and having fun in parks. In order to showcase the work we do, and the positive impact we have on our community, APF uses high-quality, vibrant, large photos of people in parks for our materials.

Photos featuring people of all ages, races, abilities, and walks of life engaged in different kinds of positive park usage are encouraged. Active, vibrant, positive images make up our media library, so when shooting for APF keep our tagline - people + parks - top of mind. See our approved photography package for examples.

Video for APF Events & Programs

APF often uses video assets to showcase our completed projects, our brand and our mission. When shooting video for APF it’s important to capture the diversity of our parks and our community.

Again, keep our tagline in mind, and help us capture the positivity of our mission, impact of our work and the voice of Austin.

APF Youtube channel
Other Logotypes
Other Logotypes

Though the main logo lockup is to be used wherever possible, APF does request these logotypes and lockups be used for specific programs and events.

 
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Groundbreakers

Groundbreakers are individuals, couples and families commited to increasing access to high-quality parks across Austin by pledging to make monthly donations. Generally, Brandon Grotesque, in all caps, and bold or black is used in Prussian Navy or white on a Prussian Navy background.

Additionally, this is the ONLY instance where text of any kind may be added to the inside of the shield. As with any APF branded item, approval is required before publishing. Requests for approval may be sent to marketing@austinparks.org.

groundbreakers
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Little Hummingbird Society
Little Hummingbird Society

Little Hummingbird Society is APF’s kid-focused giving club and may be displayed in any of APF’s brand colors, depending on the season. Generally, Brandon Grotesque, in all caps, and bold or black is used in Emerald or white on an Emerald background with the full name of the program written out.

Additionally, this is the ONLY instance in which the hummingbird may be used outside the badge. As with any APF branded item, approval is required before publishing. Requests for approval may be sent to marketing@austinparks.org.

LITTLE HUMMINGBIRD SOCIETY
LITTLE HUMMINGBIRD SOCIETY
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Movies in the Park

As one of APF’s longest-running programs, Movies in the Park uses the main APF logo lock up and Bemio to create this logotype. A vector version is available for download in our approved logo package. Movies in the Park should be written out in full. This logotype may be displayed in Prussian Navy, or in black or white in some instances.

MOVIES IN THE PARK
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Party for the Parks

Austin Park Foundation’s largest annual fundraiser, held in early October, uses a logotype mixing Chalet Comprime and Brandon Grotesque. The official logo for this event changes slightly year to year. Please contact marketing@austinparks.org for the most up to date version and colors.

PARTY FOR THE PARKS
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Media Kit

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Media Kit

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LOGOS & LOCKUPS

Format: ZIP with Vector Files

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PHOTOGRAPHY

Format: Online Drive

Not seeing what you need? Email marketing@austinparks.org for help!
BRAND IDENTITY
BRAND IDENTITY

Writing For and About APF

Writing For and About APF

AP STYLE

Austin Parks Foundation uses the Associated Press guidelines as our general stylebook. Please refer to the most recent Associated Press Style Guide for questions.

More information on the latest AP guidelines here: apstylebook.com

VOICE

In accordance with our brand personality, APF uses a friendly, positive voice in all our communications. We want to be professional and knowledgeable, but approachable. While each of our communication channels, programs and events may have a slightly different feel depending on the audience, our overall tone and language should fit these guidelines.

RULES OF THUMB
RULES OF THUMB
There are a few specific style points to keep in mind when writing for/about APF.
There are a few specific style points to keep in mind when writing for/about APF.
1. THE

Don't refer to us The APF, The Groundbreakers or any other permutations. Our name, our monthly giving programs, and our other programs are proper nouns.

Don’t refer to it as The Groundbreakers, The Foundation, or any other permutations. Think of it like Starbucks, which isn’t called The Starbucks. Or Trevor, not The Trevor.

2. ACRONYMS

There are many acronyms associated with our work, but the only public-facing acronyms we use (always spelled out on first use) are as follows:

  • Austin Parks Foundation (APF)
  • It’s My Park Day (IMPD)
  • Parks & Recreation Department (PARD)
  • Trust for Public Lands (TPL)

3. GREEN_SPACE

We often speak of parks, trails and green spaces - please note green space is two words.

4. PLAYSCAPES

Playscapes - one word - is our preferred general term for play areas, playgrounds, etc.

5. https://www.

Omit “https://www.” when referring to a website in copy: Visit austinparks.org (note all lower case) for more information.

If a link is longer or more complicated than just austinparks.org/example, use an embedded or shortened link instead of writing it out.

6. KEEP IT SIMPLE

Be clear and brief. Always make your language simple and easy to understand.