In collaboration with the internal creative team, I’ve enhanced City of Boston’s current visual identity standards by expanding the color palette and refining typography. These improvements would ensure creative flexibility, brand compliance, and accessibility while producing city-wide content.
Colors
Existing primary colors with a suggested new addition (two options)
I’ve introduced two possible options for a new primary color. Based on the city’s values and aspirations, the ideal color would be in the blue-purple range.
Civic Blue (PMS 2126)
A dark blue-purple that evokes familiarity and trust. It yields consistent print results, which is ideal since most blue-purple colors are difficult to reproduce in CMYK.
Beacon Purple (PMS 2098)
A cool, vibrant purple that represents unity (i.e. blue + red = purple), which the city strives for in the current political atmosphere. For context, this purple already exists as a secondary color.
Typography
Display of text and table styles and other typographic elements (i.e. quote element, sidebar)
I’ve refined typographic standards to help city departments create on-brand content for the public.
Standards include established text styles and typographic elements to create visual interest, enhance content hierarchy, and convey the city’s approachable tone. 3 different table styles are provided to give departments flexibility in presenting their information.
They would shape city communications that build engagement and trust with constituents while maintaining a consistent and trustworthy brand presence.