brandbook

BRAND GUIDE LOWELL, MASSACHUSETTS

Nestled between two rivers in northern
Massachusetts, Lowell is a former
mill city that is recovering from a long,
difficult past.
CONTENTS
05
19
33
who we are
brand system
identity at work

03 CONTENTS LOWELL, MASSACHUSETTS

05 WHO WE ARE LOWELL, MASSACHUSETTS

Home to a diverse range of cultural and
economic backgrounds, Lowell strives
to foster a sense of community, using
arts, culture, and education to do so.
who
are

are
community
07 WHO WE ARE LOWELL, MASSACHUSETTS
The first thing one notices about Lowell
is its sense of community. There is a
place for everyone, even those who have
incredibly niche interests will feel right
at home.
The city prides itself in not only harboring
such a community, but fostering it
as well. From establishing and caring for
clubs and organizations, to developing
and carrying out city-wide festivals such
as the Lowell Folk Festival and WinterFest,
Lowellians are encouraged to get to
know each other.

09 WHO WE ARE LOWELL, MASSACHUSETTS

are
diverse
Lowell is the definition of a melting pot.
From old to young, student to tradesman,
everyone has a place in Lowell.
The city is also a nurturing place for
those of all races. Thanks to Lowell being
one of the largest and most popular
hubs for immigration in Massachusetts,
less than sixty percent of Lowellians
are caucasian. And, Lowell proudly serves
as home to the largest population of
Cambodian immigrants.

are
historic
11 WHO WE ARE LOWELL, MASSACHUSETTS
Historically, Lowell has been and will
be an extremely important hub city
in Massachusetts. Established as a major
textile provider for Boston in the nineteenth
century, the city built dozens of
mill buildings and factories around its
Merrimack River.
Over one hundred years since they were
established, the same mill buildings
exist today as museums and refurbished
aparment complexes.
The spirit of the mills are still alive in
the aesthetics of Lowell as well. Just
one look and one will see the influence
of texture and rustic wear this past
has had on the city.

and artisan
Artists are the force that truly brings
Lowell to life. Given its history, the city
is incredibly supportive of its artists,
establishing studios and lofts for them
as well as commissioning public art.
Shopping centers such as Mill No. 5 and
music venues such as Uncharted offer
the artists of Lowell to showcase their
work, while giving other Lowellians the
opportunity to enjoy it.

13 WHO WE ARE LOWELL, MASSACHUSETTS

15 WHO WE ARE LOWELL, MASSACHUSETTS
are
changing

Though it once fell on hard times,
Lowell is rebuilding itself. With the
establishment of UMass Lowell, new
small businesses, increased community
work, and more organized
programs, Lowell has successfully
set up a path to regrowth.

17 WHO WE ARE LOWELL, MASSACHUSETTS

19 BRAND SYSTEM LOWELL, MASSACHUSETTS

The new branding system gives Lowell
the final push it needs to establish itself.
The design focuses on Lowell as a
diverse community built on arts,
culture, and heritage.
brand system

21

LOGO
CIRCLE
The circle epresents
community, while
its angle suggests
diversity and change.
23 BRAND SYSTEM LOWELL, MASSACHUSETTS
THE NEW SERIF
Serif typeface relates
to heritage, while the
modern style moves
the logo forward both
figurative and literally.
WE
Callout highlights a
sense of community,
while the knockout
considers diversity.

COLOR OPTIONS
#F46036
C0 M78 Y87 K0
#DAAF63
C15 M31 Y71 K0
#ABA239
C36 M28 Y99 K2
#86989F
C51 M33 Y32 K1

TYPOGRAPHY
FOUNDERS GROTESK
Suggests change in a modern direction.
Foundes Grotesk can be used for body type and
subheaders, and is available in regular, bold, and light.
25 BRAND SYSTEM LOWELL, MASSACHUSETTS
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmn
opqrstuvwzyx

ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmn
opqrstuvwzyx
DOMAINE BOLD ITALIC
A nod to heritage and history with
a forward motion.
Domaine is to be used for display type.

SECONDAY ASSETS
Textures pay homage to the history of
Lowell, in both its textile heritage and,
both literally and figuratively, its rough past.
Textured circles and overlays may
be used to anchor or call attention to
photographic assets.
27 BRAND SYSTEM LOWELL, MASSACHUSETTS

The dotted circle represents community
and the collection of people that make
up the city of Lowell.
Dotted circles may be used in combination
with overlays and textures or on their own.

PHOTOGRAPHY
Photographic assets must also be
cohesive with the textures and colors of
the brand.
Each photograph must be overlaid with
both a brand color and the Lowell brand
white paper texture.
29 BRAND SYSTEM LOWELL, MASSACHUSETTS

LEFT
CENTER
RIGHT
original photography
color corrected with brand orange
final image with texture overlay

31 BRAND SYSTEM LOWELL, MASSACHUSETTS

33 IDENTITY AT WORK LOWELL, MASSACHUSETTS

The new branding system gives Lowell
the final push it needs to establish itself.
The design focuses on Lowell as a
diverse community built on arts, culture,
and heritage.
identity
at work

35

37

39

41

43

45

47 IDENTITY AT WORK LOWELL, MASSACHUSETTS