04

Logo

San Antonio Area Foundation wordmark

The logo is a wordmark. The place comes first, the institution beneath it.

There is no separate symbol. The "A" of "Area" carries a flourish in its crossbar and doubles as the monogram. Every other form shortens the full name, following the naming ladder.

Use the full wordmark wherever we introduce ourselves. Use a shorter form only when space is tight or people already know who's speaking.

The family

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Wordmark
Wordmarkprimary
SA Area Foundation, one line
SA Area Foundationone line
SA Area Foundation, two lines
SA Area Foundationtwo lines
Area Foundation, one line
Area Foundationone line
Area Foundation, two lines
Area Foundationtwo lines
Monogram
Monogramcompact mark

When to use which

  • Wordmark. The default. Website, stationery, decks, signage, anywhere we introduce ourselves. At least once in every piece.
  • SA Area Foundation. Wide, short spaces, like email footers. "SA" reads instantly here. Outside the region, use the wordmark.
  • Area Foundation. Internal materials and pages where the full name has already appeared. The naming ladder is on the Brand architecture page.
  • Two-line forms. Square-ish spaces: social tiles, badges, the corner of a one-pager.
  • Monogram. Avatars, favicons, app icons, pins, apparel, pattern accents. Never a formal introduction.
  • One mark per surface. Monogram or wordmark, not both on one panel.

Color versions

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Twilight + Fiesta Pinkon Limestone, Mission White, white, and light tints
Limestone + Fiesta Pinkon Twilight and the 900 shades
Blackone-color print, fax, engraving
Whiteone-color on black or photography
Limestone on the deep colors: every pairing passes AA
Limestone on Prickly Pear6.6:1
Limestone on Comal Springs6.8:1
Limestone on Cedar7.4:1
Limestone on Mountain Laurel7.9:1
Limestone on Twilight12.4:1
Twilight + Fiesta Pink on the five tints
Petal
Horchata
Dew
Cloud
Lunaria

In every file, "San Antonio" is #F023A5 and "Area Foundation" is #0D3049. Never substitute.

Clear space

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Keep one "A" clear on every side: the height of the capital A in "Area." Nothing enters that zone.

A
A
A
A
Wordmark with clear space marked on all four sides

For the monogram, one "A" is its own height. More space is always fine.

Minimum sizes

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Below these sizes the "San Antonio" line stops reading. When space is tight, step down the family. Don't shrink the wordmark.

MarkScreenPrintAt minimum
Wordmark140 px wide1.25 in / 32 mm
SA Area Foundation, one line120 px wide1 in / 25 mm
Area Foundation, one line100 px wide0.85 in / 22 mm
Two-line forms72 px wide0.6 in / 15 mm
Monogram24 px tall0.25 in / 6 mm

Dos and don'ts

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  • Use the supplied files. Every logo comes from the logo kit. Never retype or redraw it.
  • Match the color set to the ground. Twilight and Fiesta Pink on light grounds. Limestone and Fiesta Pink on Twilight and the 900s.
  • Give it room. One "A" of clear space on every side, at or above the minimum size.
  • Step down the family when space is tight. A shorter form or the monogram, never a smaller wordmark.
Don't stretchScale proportionally.
Don't rotateThe wordmark sits level.
Don't recolorFour approved sets, no others.
Don't lose contrastLimestone and Fiesta Pink belong on Twilight, not on the Pink family.
Don't add effectsNo shadows, glows, gradients, or bevels.
Don't outlineNo strokes or keylines around the letters.
Don't fight the backgroundA solid color or a quiet part of a photo.
Don't crowd itKeep the clear space, especially at edges.

Also out: retyping the name, rearranging its two lines, and pairing the wordmark with any earlier mark.