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teamdetroit.com
a brand story.
A supershort but
deeply meaningful
set of bullet points
WHOM WE SPEAK TO
People who are multiethnic.
People who are 25 and older
(with an emphasis on the 35-54 demographic).
A 48,000-WATT
SENSE OF PURPOSE.
WDET IS
OBJECTIVE
BALANCED
INFORMATIVE
THOUGHT-PROVOKING
MOTIVATING
HOMEGROWN
CONNECTED
CONNECTING
SOULFUL
ENTERTAINING
DETROIT
RULES OF COMMUNICATION
WDET is meant to be heard.
But if were really committed to
advancing Detroit, then this is
a radio station thats also meant
to be seen.
On the Web. On TV. In brochures. On posters.
On banners. On T-shirts. On everything worth looking at.
To make sure our visual communication is as fundamentally
sound as our broadcast communication, lets stick with
some basic guidelines. The guidelines will help us tell our
story in a simple, straightforward way. And theyll clearly
establish that we can speak with one voice.
THE TONE
The WDET voice is educated, approachable and unpretentious.
It is realistic, yet optimistic. It doesnt speak just to hear itself
talk; it brings substance and an informed perspective.
THE FONT
Gotham Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Gotham Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Gotham Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Gotham Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
CMYK 5 | 6 | 12 | 0
RGB 237 | 232 | 220
HEX D08D2C PMS 454 C
CMYK 5 | 0 | 31 | 75
RGB 94 | 96 | 77
HEX D08D2C PMS 7497 C
THE COLORS
The WDET palette is as vibrant as the station itself.
Strong together or on their own, these colors
feel urban, yet earthy. Youthful, yet sophisticated.
Energetic, yet calming. Diverse, yet unified. Pulled
from the sights and colors of Detroit, this rich palette
is just waiting to be turned into something curious
and inspiring.
CMYK 0 | 47 | 100 | 8
RGB 208 | 141 | 44
HEX D08D2C PMS 143 C
CMYK 15 | 75 | 100 | 12
RGB 167 | 88 | 44
HEX A7582C PMS 159 C
CMYK 60 | 0 | 15 | 0
RGB 128 | 197 | 214
HEX 80C5D6 PMS 305 C
CMYK 100 | 30 | 20 | 40
RGB 12 | 92 | 120
HEX 0C5C78 PMS 3025 C
CMYK 8 | 2 | 100 | 20
RGB 194 | 188 | 47
HEX C2BC2F PMS 612 C
CMYK 19 | 16 | 100 | 39
RGB 137 | 131 | 40
HEX 898328 PMS 619 C
CMYK 0 | 85 | 10 | 0
RGB 208 | 78 | 139
HEX D1B227 PMS 7424 C
CMYK 0 | 100 | 53 | 37
RGB 139 | 0 | 59
HEX 8B003B PMS 7426 C
CMYK 0 | 18 | 100 | 0
RGB 244 | 206 | 48
HEX F4CE30 PMS 109 C
CMYK 0 | 35 | 100 | 5
RGB 220 | 165 | 46
HEX DCA52E PMS 110 C
THE LOGO
Like WDET, our logo is rooted in fueling dialogue
and a sense of community. Whether you see a
quotation mark, a talk bubble, or simply a round and
friendly shape, youre seeing the right thing. Together
with the elements in this book, its voice is authentic,
conversational, curious and open-minded. After all,
what brand guidelines provide this many colors
to choose from?
The Culture.
These devices could be used to divide
up sections of information on a website
or in print. The top cap could move
up or down depending on how much
(or little) you have to say.
The People.
These devices could be used to divide
up sections of information on a website
or in print. The top cap could move
up or down depending on how much
(or little) you have to say.
The Music.
These devices could be used to divide
up sections of information on a website
or in print. The top cap could move
up or down depending on how much
(or little) you have to say.
The Talk.
These devices could be used to divide
up sections of information on a website
or in print. The top cap could move
up or down depending on how much
(or little) you have to say.
THE GRAPHIC
LANGUAGE
The WDET logo inspires a wide range of shapes
and forms. On the facing page is a range of elements
that could be used as devices in print, Web and
merchandising. Together with the color palette
provided, youve got a toolbox of graphics at your
fingertips that are distinctly WDET.
13%
LOREM IPSUM
QUOT DOLOR.
ALL CAPS
The rounded corners of the logo lend
themselves to a number of intriguing
shapes. Just be sure to use them tastefully
and thoughtfully. Less is more.
60%
LOREM IPSUM
QUOT DOLOR.
79%
LOREM IPSUM
QUOT DOLOR.
Photo Credits:
Noah Stephens
Brandon Bayer
Ray Schwartz
Ken Snyder
Danny Jacobs
Linda Hamlin