OnMilwaukee is about capturing the energy, excitement, and transformation from within the city. The brand should be positioned with colors and vibration that sets us apart from every other white page publication.
OnMilwaukee seeks to cover the daily lives of the city’s inhabitants and capture their imaginations to inspire them to envision and participate in the creation of a better place.
Under most circumstances the OnMilwaukee wordmark should appear with the standard blue, red and yellow.
The only time the logo may be re-colored outside of standard brand colors is when placed as sponsorship, the wordmark and icon may be re-colored to match the standards of the promotional item.
Don’t use full-color logo on similarly-colored backgrounds. Use monochrome elements instead.
The bridge icon should not be re-colored if the wordmark is not. In such cases, the wordmark must match the bridge. NOTE: The wordmark may be re-colored, while the bridge is not.
Always ensure there is sufficient clear space around the logo. The minimum of clear space is equal to the width of the two bridge feet. Any time the icon and word mark appear together they should always be separated with similar spacing.
The outline of the wordmark and the icon should never be, pushed, pulled, smeared or otherwise transformed.
On externally-branded materials the wordmark and icon must be used in tandem.
On OnMilwaukee-branded materials, the icon and workmark may be used as stand-alone elements.
The goal of the OnMilwaukee color scheme is to create a colorful, vibrant, and exciting aesthetic that separates us from every other “white page” site. The 3 primary colors, of Onward Blue, Movement Red and Bridge Yellow are to be used with all primary branding elements.
Bridge Yellow should never be used with text. White text should always be used on top of omcblue and omcred. Black text should be used with Bridge Yellow. Avoid using black in advertising and illustration.
Shade variations (those with an appended number) should only be used for user interface accents, necessary differentiation, or illustration.
Do not use unapproved colors or variations in any branding application whatsoever.
Secondary colors are only used in illustration. Green may be used for affirmative dialogs.
Gray shades are only used in interface backgrounds, interface accents and illustration.