Puro San Antonio
This brand anchors on the vibrant pulse of the region, reflecting the color, culture, and character of the communities the Area Foundation serves. Bold color, expressive patterns, and authentic photography celebrate the spirit of San Antonio while welcoming the surrounding counties.
It is vibrant, human, and unmistakably rooted in the people and places of the region. It leads with energy and pride.
Color, pattern, photography, and voice that carry energy and pride.
Navy, cream, and clear typography that carry trust and permanence.
The guide
Twelve sections- 01Brand foundationPurpose, promise, differentiators, values, and the brand story.
- 02Voice & messagingPassionate, resourceful, steady. How we write, and what we say to each audience.
- 03LogoThe wordmark, its short forms, the monogram, and how to use them.
- 04ColorSeven core colors, five families, and the pairings that work.
- 05TypographyMarr Sans Condensed, Trust 3A, and Inter, and what each one does.
- 06Mosaic patternEight counties, one community. A diverse mosaic of parts.
- 07PhotographyReal people, real places, saturated and alive.
- 08Brand architectureFunds, initiatives, partners, and supporting organizations.
- 09SocialFour tiers of color, from one solid to a full-color frame.
- 10In practiceThe brand across print, digital, environments, and swag.
- 11DownloadsLogo files, pattern crops, templates, and font links.
Color, at a glance
Full color sectionValues come straight from the SAAF Color variable collection in Figma. The middle row of each family is its core.
Type, at a glance
Full typography sectionAt the Area Foundation, we bring the region together, all eight counties, to invest in our future. We unite donors, nonprofits, scholars, and community leaders to expand opportunity.