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HomeMy WebLinkAbout04c_Design ConceptsGP Update Steering Committee - September 12, 2019 Attachment 3 N E W P OR T BEA C H LISTEN & LEARN NEWPORT BEACH • LISTEN & LEARN cDNUDN THREAD couEcavE Table of Contents Objective Messaging Strategy Slogan & Design Identity Options Slogan One Slogan One Design Identity Slogan Two Slogan Two Design Identity Slogan Three Slogan Three Design Identity Table Ol ConrenM • 2 Objective NEWPORT BEACH • LISTEN 8 LEARN 1.11 1 -u__c_ Co_Le.—.ve O B J E C T I V E To provide a framework for the Steering Committee to select a public facing Slogan and Design Identity for the Listen & Learn outreach and engagement process. IMemal Facing Objective - 4 Messaging Strategy NEWPORT BEACH • LISTEN B LEARN M E S S A G I N G F R A M E W O R K We help (x) do (y) so they can (z). (x) • The people we are trying to reach. (y) • The action[s] we want them to take. (z) • The job they are trying to get done. M E S S A G I N G T A R G E T S The People (x) • Active Residents • Stakeholders • Large Businesses • Small Businesses • Developers • HOAS • Advocacy Groups • Silent Community M E S S A G I N G O U T C O M E S The Action (y) • Event Turnouts • Feel Seen & Heard Is Provide Input, Ideas, & Questions • Engage In The Process (Online & Events) • Connect With Other Community Members & Their City IM.mal Facing Messaging Strategy • 6 Messaging Pillars (z) How to inspire participation in Listen & Learn. Ownership and belonging is core to robust, healthy community engagement. However, the challenge is that every community member may not identify as an active member of their community. Our goal through the Listen & Learn process messaging is to inspire the public by reminding them that yes —Newport Beach is indeed their city —a city they love to live in and can impact in meaningful ways. It is the city they chose to build both their businesses and their families. It's the city they both recreate and relax in. Ultimately, this process seeks to inform, enage, and unite the Newport Beach community around a love for their city and the opportunity to shape its future through giving feedback on a future General Plan Update. By starting at this common, uniting sentiment, the Listen & Learn process will be able to discover what outcomes (z) best motivate (y) each Newport resident (x). Internal Facing Messaging Sands y NEW PORT BEACH • LISTEN t. I. e.AP. N coumow rNaeAc co��ecrive Inform Provide balanced and objective information to all public members on their City's General Plan. M E S S A G I N G P I L L A R S Engage To facilitate a two-way conversation in which the City listen and learns from the community on what they like and what they would like to see change. Unite Create connection amidst the public of Newport Beach so they feel both heard and seen in their community. 1M rnal Each,, M..,ine so -a , • 8 Al E W P O R i B E A G II - I I E i E N .. L E H P. IJ This balanced approach seeks to achieve a two-way conversation in which the public feels both a sense of ownership and belonging to their City. t_'Ili I'll _ 11 5:J?_ _. Speaking To The Community. The messaging strategy for Listen & Learn must create a low barrier to entry for the General Plan —a regulatory document that few members of the community feel a sense of connection to or know about. To achieve a shift in perspective, we want members of the public to see and know the General Plan (high level policy) as all about Newport Beach (their city and home). In our messaging hierarchy, the Slogan is the first touchpoint with the public and must also function as an interesting invitation. It must serve both the Listen & Learn process while staying relevant to the actual General Plan update. Internal Facing Messaging shaiegy • 10 Newport Beach is your city. I The General Plan is all about your Newport Beach. N.1 Slogan (Invitation) N.2 General Plan Introduction and Connection to Your City N.3 What Do You Love? What Do You Dislike? N.4 Opportunities For Continued Connection And Feedback Messaging Strategy • 12 Slogan & Design Identity Options Slogan Options • 13 Slogan One Slogan Options • 14 m E w P o R i 9 E n c H. L I c i E N G L E I`. P. n FOR IWOM _M0<H0■y Love, Your Newport Beach Love, Your Newport Beach N.2 As part of Newport Beach —you are being invited into a conversation with your City. We want to listen to you and hear your thoughts on Newport Beach's General Plan. N.3 What do you love about it? What isn't working for you? N.4 There will be more opportunities for us to continue this conversation! Public Pacing Slogan One • 16 NEWPORT BEACH • LISTEN B LEARN SLOGAN EXPANS 10 N Love, Your Newport Beach Love, Your Places Love, Your People Love, Your Pursuits NEWPORT BEACH • L 1 5 T E N B LEARN W E B S I T E U R L LoveYourNewportBeach.com NEWPORT BEACH • LISTEN B LEARN S L O G AN ON E Design Identity This Design is inspired by the life, energy, and diversity of Newport and its residents. Using a color palette that is a vibrant expansion off the Newport Beach blue and gold, this design excites and invites the community into a process that is fun and enjoyable. With the typeface choice of Avant Garde along with the color palette this design is more playful and approachable than the other concepts. Internal Facing Slogan One Design IdeMRV • 19 Love, YO-- l�6vpor# RM6 F.WV slogan ona[)ealgnmeM • 20 NEWPORT BEACH • LISTEN 6 LEARN COMMON THREAD COLLECTIVE Love, Your Newport Beach lnlemal FI Slegan one Design menth -zt NEWPORT BEACH • LISTEN & LEARN COMMON TXPEAC COLLECTIVE Inpmal F=IM Slogan One Design lderNry • 22 NEWPORT BEACH • LISTEN 6 LEARN COMMON THREAD COLLECTIVE Headline m Avant Garde SUB HEADINGS Inspired by the 1920s German Bauhaus movement, ITC Avant Garde Gothic was designed by Herb Lubalin and Tom Carnase in 1970. The typeface design was based off the logo Lubalin created for Avant Garde magazine. Inlemal III Slogan One Design ldenti -23 Slogan Two m E w P o R i 6 E A c H. L I c i E N I LE9P.n FOR 190ZCW-,g0=AWA Hello, My Name Is Newport Beach Hello, My Name Is Newport Beach N.2 Hi there! We are all a part of Newport Beach —so let's talk about our City! We want to listen to you and hear your thoughts on your City's General Plan. N.3 What do you love about it? What isn't working for you? NA There will be more opportunities for us to talk. Stay tuned! Public Facing Slogan Two• 26 NEWPORT BEACH • LISTEN B LEARN S L O G A N E X P A N S I O N Hello, My Name Is & I'm from Newport Beach NEWPORT BEACH • L 1 5 T E N & L E A R N HelloMyNamelsNewportBeach.com 11 E w P o R i 6 E A c 11. L I c T E N .. I E 6 P u S L O G AN T W O Design Identity With a breadth of information needing to be communicated through this process, this design seeks to create a clear concise method of communication. Type and shape drive this design by leading the eye to consume important information in headlines and copy. With a logo created out of blocks, the identity can be expanded to headlines and other highlights of importance. A simplified color palette based off Newport Beach's colors, is direct yet approachable. 1M rnal Faclg Slogan Two Design ld.nft • 29 NEWPORT BEACH • LISTEN 6 LEARN COMMON THREAD COLLECTIVE mynameis 2 Inlemal Facln9 Slogan Two Design lderg 1 • 31 NEWPORT BEACH • LISTEN & LEARN COMMON T EAn COLLECTIVE L3 Internal F=IM Slogan Two Design lder • 32 NEWPORT BEACH • LISTEN 6 LEARN COMMON THREAD COLLECTIVE Designed by Tobias Frere-Jones and released in 2000 through H&FJ (now known as Hoefler & Co.), Gotham is a geometric sans -serif typeface that is among the most widely used fonts of the last decade. The design was inspired by architectural lettering from mid-century New York City. IMem.I III Slogan Two Design ld.MMy • 33 Slogan Three Slogan Three • 34 m E w P o R T 6 E A c I . L 1 E T E N .. L, ;, P N SLOGAN THR E E Newport, Together. Slogan Three • 35 Newport, Together. N.2 We have an opportunity to shape our City. We're here to meet one another and listen to our community's thoughts on Newport Beach's General Plan. N.3 What do you love about it? What isn't working for you? NA We will keep you up to date on how we can continue to shape our City. Public Facing Slogan Three • 36 NEWPORT BEACH • LISTEN B LEARN S L O G AN E X P AN S I ON Newport, Together. Our Places, Together. Our People, Together. Our Pursuits, Together. Slogan Three • 37 m E w P o R T 6 E I, c I . I I E T E N& 0 �6Pn W E B S I T E U R L NewportTogether. com Slogan Three • 38 m E w P o R i 6 E A c H. L I c T E N .. I E 6 P u S L O G A N T H R E E Design Identity This design capitalizes on the beauty of Newport Beach through its blend of type and photography. The logo is a direct call to unity through the blend of colors and lines in the "sail" mark. Derived from the City's seal, the mark encompasses precise motion and excitement. The color palette chosen is based off Newport's colors, and unifies the City to its residents, and residents to neighbors, by being calm and approachable. 1M rnal Fade Slogan Th,e. D.s,,. ld..M • 39 Newport, Together, lii Ilialimtll W I N� fill, NEWPORT BEACH • LISTEN & LEARN COMMON TXPEAC COLLECTIVE Newport, Together. Newport, ;Together. Internal FxLp Mogan Three Design Ilenity • 41 NEWPORT BEACH • LISTEN & LEARN COMMON TXPEAC COLLECTIVE Inlomal F=IM Slogan TMee DeM, lEenW • 42 NEWPORT BEACH • LISTEN & LEARN COMMON TXPEAC COLLECTIVE Headline = Gotham Black SUB HEADINGS Designed by Tobias Frere-Jones and released in 2000 through H&FJ (now known as Hoefler & Co.), Gotham is a geometric sans -serif typeface that is among the most widely used fonts of the last decade. The design was inspired by architectural lettering from mid-century New York City. Inlemal Fatln9 Slogan TMee DeM, IEenW • CS m E w P o R i 6 E A c I . L I E i E N .. L, ;, P N Thank You General Plan Update Steering Committee - September 12, 2019 Item No. IV(c) Additional Materials Received Begin forwarded message: From: dorothyjkraus <dorothyjkraus(a)gmail.com> Date: September 10, 2019 at 2:18:31 PM PDT To: <nRardner(a newportbeachca. og_v>, <icarlson(iDnewnortbeachca.gov>, <cohara(anewportbeachca. og_v>,<eselich(i0ewportbeachca.gov>, <dstevens&newportbeachca.gov>, <ltuckerknewportbeachca.gov>, <pwatkinsnnewportbeachca. og_v>, <ddixonknewportbeachca. og_v> Cc: <icamnbell(a).newnortbeachca.eov> Subject: GPU - Design Identity Dear Chair Gardner and Committee Members, I am looking forward to the upcoming Steering Committee meeting. It's apparent that a lot of good work has been expended given the agenda items and documentation prepared to move us ahead with the Listen and Learn phase of the process. I'd like to ask that another option for the Design Identity image be considered that reflects a broader perspective of NB instead of just the beach. Attached is the 2006 GP cover page photo presented only as an example of what I am talking about. I also think a image like this works better with the slogan "Newport Together". The beach and beach communities are certainly an important component of the GPU study area but your consideration of an image/brand that stakeholders throughout the city can get behind would be much appreciated. Thank you. Dorothy Kraus Sorry for typos - sent by my Verizon, Samsung Galaxy srnartphone C-% i, © * "r-'.el 70% G 11:20 AM F General -Plan-... I�