Visual Design System for

The Vera Project

HCDE 308 Autumn 2015

Final Assignment: Rashmi Srinivas

Brand Identity

01

Visual Design System

About the Client

The VERA Project is an all-ages volunteer-driven music and
arts venue. The VERA Projects mission is to fuel personal
and community transformation through collaborative,
youth-driven engagement in music an art.
Veras programs are always all ages, with a focus on young
people ages 14-24. Programs held at the Seattle Center include:
Music concerts
Audio engineering training
Visual art exhibits
Live and studio recording
Leadership training
Silkscreen printing classes
Event production training

02

Community

Music & Arts Education

Youth Empowerment

03

Visual Design System

Brand Colors
Bright, saturated colors bring youth and
vibrancy to the Vera brand. Applying
black and white as the base, the three
acent colors are used for headngs, graphics, and highlighting important details.

Text and Boxes

CMYK
0/0/0/95
RGB
40/40/41
HEX
#282829

Accent Green
CMYK
75/0/100/0
RGB
57/181/74
HEX
#39b54a

Accent Orange
CMYK
0/50/100/0
RGB
247/148/30
HEX
#f7941e

Accent Purple
CMYK
50/100/0/0
RGB
146/39/143
HEX
#92278f

Typographic System
Verdana Regular

Century Gothic Bold

Century Gothic Regular

Logo & Body Text (11-14 pt)

CMYK 0/0/0/95

Headings (30-36 pt)

CMYK 75/0/100/0
0/50/100/0
50/100/0/0

Navigation & Header (14-18 pt)

CMYK 0/0/0/95

Aa

Aa

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,;:?!@*&)0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,;:?!@*&)0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,;:?!@*&)0123456789

Print Business Card

All Ages. Always.

Front

Back

email info@theveraproject.org
phone 206.956.8372
fax 206.374.8372
twitter @veraproject
facebook facebook.com/the veraproject
address Seattle Center, 305 Harrison St,
Seattle, WA 98109
website theveraproject.org

04

Visual Design System

Sound Equalizer
The Sound Equalizer is a fun and colorful
representation of Vera Projects music
and audio engineering side. By using
our accent colors, the illustration brings
cohesion to the web or mobile page while
drawing attention to important details,
such as the navigation bar.

Individual Bar Shape

Each individual bar is made from a rectangle with a width:height ratio of 3.5:1.
The rectangle must have 5 px rounded
corners and be stacked with other bars
by width.

Bar Colors
The palette for the sound equalizer illustration is made up of the three accent
colors as outlined on page 03. The transparency can be altered in increments of 10
and the illsutartion can be in grayscale for
back and white layouts.

Stacking the Bars

Each stack can be made up of 1-6 bars.
The bottom two must be Accent Purple,
followed by two Accent Green, and the top
two must be Accent Orange.

05

Website Landing Page

06

www.theveraproject.org

Donate

about
shows & events
classes
rentals
get involved

about

Contact

Website Sub-Page

07

www.theveraproject.org

Donate

Contact

about
P

about
shows & events
classes
rentals
get involved

VERA is an all-ages volunteer-fueled music and arts venue. By

engaging participants at all levels of music production and
community organizing, Vera fulfills its mission to foster a participatory creative culture through popular music concerts, arts
programs, experiential learning and volunteer opportunities for
all ages, especially young people.
Veras programs are always all ages, with a focus on
young people ages 14 to 24. Most Vera programs are in our
venue at the Seattle Center, including the following:
Popular music concerts
Audio engineering training
Visual art exhibits
Live and studio recording
Leadership training
Silkscreen printing/classes
Event production training
Internships
These activities are initiated and driven collaboratively by
Veras volunteers, staff, Board of Directors and youth-led
Membership.
Weekly concerts promote artistic experimentation and excellence in a professional setting, leveraging industry-standard
technology to showcase music and arts. Classes fuse with

Mobile App Landing Page

All Ages. Always.

The Vera Project fuels personal
and community transformation through collaborative,
youth-driven engagement in
music and art.
Vera is an all-ages volunteer-fueled music and arts
venue. By engaging participants at all levels of music pro

08

Mobile App Sub Page

Shows & Events

01
Today, Saturday Dec 05
The Exquisites, Shook
Ones, Darto, & The Blow
Out
$5 ADV / $7 DOS
Doors open 8:30pm
All ages

Buy Tickets
Share

Mandarin Dynast, Your

Heart Breaks, Slashed
Tires, hedgehag
$5 ADV / $7 DOS
Doors open 7:00pm
All ages

Buy Tickets
Share

Tomorrow, Sunday Dec 06

Jazz Cartier,
G4SHi
$15 ADV / $20 DOS
Doors open 7:00pm
All ages

Buy Tickets
Share

09

Additional Process Documents

Initial Sketches
A series of design iterations led to the
final products shown in previous pages.
On this page are initial sketches for the
Vera Project Logo, webpage deisgn, and
mobile deisgn.

10