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Jonestown
Identity
System
Spring 2018
Auburn University
GDES 4900 / Directive Studies
Professor Robert Finkel
Jackson Glass
Kendall Nichols
Morgan Searcy
PAGE NO. 1
Site Visit / Research
Jonestown Identity
Page 03
Page 07 Jonestown
Identity
Typography & Colors Page 08
Stationery Suite Page 09
Signage Page 10
System
Park Signs Page 15
Extended Application Page 18
BGM Partnership in Jonestown Page 22
Deliverables
Life Center Logo Page 21
Typography & Colors Page 22
Logos of other missions in Jonestown Page 23
Stationery Suite Page 24

Exterior Signage Page 25
(Life Center, Health Clinic, Dental Center)
Interior Signage Page 28
Poster Campaign Page 29
Flyer Templates Page 31
Extended Applications Page 32
Auburn University, Graphic Design Jonestown Identity System / Spring 2018 PAGE NO. 2
Site Visit/
Research
Understanding Jonestown
In late January our team of designers took

a trip to Jonestown to photograph, collect,
and understand who would receive the
work we would complete.
Site Visit/
Research
Some of the words we came up with to

encompass Jonestown:
Access to Resources,
Achievement, Balance,
Community, Change,
Equity, Fellowship, Fun,
Growth, Healing,
Independence, Journey,
Kids, Leadership, Legacy,
Mentorship, Monument,
Ownership, Partner,
Quality, Responsibility,
Stability, Strong, Sustain,
Trust, Unity, Variety,
Crossroads, Yes
Site Visit/
Color
Research
An additional goal of the field research

was to establish a color vocabulary to pull
from, while also observing the architecture
and materials used. This way, we could
utilize familiar materials and colors to
focus our branding and appear familiar
and trustworthy. There was an abundance
of dark red brick and splashes of yellow,
blue-green, and dark green painted around
the town.
In Studio
Process
We went through many different stages

of processing information that would
reflect the vision of the Life Center and
Jonestown.
Jonestown
Logo
Jonestown Logo + Concept
A mark that captures the sentiment

of optimism and progress. The “J” is
JONE STOWN comprised of symbolic elements that depict
the journey of a citizen’s movement toward
their future, and the future of Jonestown.
The mark’s youthful positivity is settled by

the civic seriousness of the capitalized
serif typeface, “Eames.” Its letterforms
are reminiscent of Roman marble
engravings, while also retaining an air
JONE STOWN of modernity through playful flourishes,
bulbous curvature, and rounded serifs.
Additionally, the mark itself has multiple
color orientations for specific contextual
Alternate logo lockup uses to function perfectly in its applicable
environments.
Additional brand elements reinforce the

three symbolic shapes that complete the
“J.”
JONE STOWN JONE STOWN

Logo Brand Elements
Jonestown
Branding
Color / Typography
MUSEO SLAB | MIDDLEWEIGHT | BODY COPY Jonestown Yellow

Pantone 142C
C/4, M/27, Y/83, K/0
ABCDEFGHIJKLMNOPQRSTUVWXYZ R/243, G/188, B/72
SW 6677 (Goldenrod)
abcdefghijklmnopqrstuvwxyz
1234567890
E A M E S C E N T U RY M O D E | R E G U L A R Earth Brown
L O G O/ W E L C O M E S I G N Pantone 411C
C/56, M/60, Y/58, K/33
SW 6054 Canyon Clay
abcdefghijklmnopqrstuvwxyz
1234567890
Civic Green
PLAAK 4 | REGULAR A | SIGNAGE Pantone 7734C
C/84, M/38, Y/82, K/31
1 23 4 5 6 7 8 9 0
Information Blue
Pantone 315C
C/100, M/46, Y/38, K/13
R/0, G/104, B/127
Jonestown
Stationery
Suite
Jonestown stationery suite
These brand elements and alternative logo

applications are exemplified through the
stationery suite.
It carries the spirit of the logo mark through

minimalist applications of its brand ele-
ments to convey civicism.
General Dimensions:
Letter 8.5 in W x 11 in H
Envelope 9.5 in W x 4.125 in H
Business card 3.5 in W x 2.0 in H
Jonestown
Welcome
Sign
Jonestown Signage
Jonestown
Welcome to The deep red brick and rod-iron steel
reflect the architectural styles found
throughout the central parts of the town,
giving members of the town a sense of
familiarity when they return, and visitors
a visual introduction that serves as an
impression of a structural identity to
limitless horizons associate with.
The sign itself displays the main logomark

in its main color orientation, then proceeds
to display the name of the town in a bolder,
italicized version of the standard logo
typeface.
Below this is the suggested new town

slogan “Limitless Horizons,” which
reinforces the idea of optimistic progress
toward a better future. It also references
the wide, open fields surrounding the town
that offer a uniquely infinite horizon.
Jonestown welcome sign
Jonestown
Welcome Sign
Measurement
Jonestown Signage
Street Signs
Jonestown Signage
The signs continue the rod-iron theme,

encasing traditionally green street signs
with small additions of the “Jonestown
Yellow” to establish complete cohesion
with other brand applications.
The typeface, “Plaak 3,” is an effectively

beautiful type that was initially designed
for use in a variety of French city street
signage. Its vertical letterforms allow longer
names to fit in the same horizontal space
while still being readable from
far distances.
Street Sign Intersection Sign Banner
Banners
Jonestown Signage
Examples of how the banners can be

utilized for festival promotions and holiday
events. Each iteration uses vertically-
oriented type and a yellow/brown/white
color scheme.
Street Sign
Measurements
Jonestown Signage
A breakdown of the main signage

measurements, based off of
measurements from US standardized
signage height and width.
Park Signs
Jonestown Signage
The park signage also features a

green-dominant system with points of
“Jonestown Yellow” to tie it together. The
rounded rectangle brand element functions
as the main point of cohesion. “Plaak 3”
is also featured here, paired with simple
white-and-yellow illustrations that aid
recognition from a distance.
The height of the signs stand between the

height of a child and adult. Additionally, this
features the use of Information Blue on the
park board, since this board categorically
stands apart from the destination and
directional signage.
Park Info and Map Destination Identification
Wayfinding Signage
Park
Destination
Signs
Jonestown Signage
The signs are meant to be simple to

construct, using standardize wood and
plastic board secured inside slots with the
sides of the wood board.
Park
Directional
Signs
Jonestown Signage
A similar approach was applied to the

directional signs, requiring only two
wooden poles and the cutout board of
the sign.
Jonestown
Extended
Application
Apparel that could be offered to local

businesses to produce and to sell
to visitors and to be given to BGM
mission groups as souvenirs.
Jonestown
Extended
Application
BGM
Partnership
in Jonestown
Life Center
Logo
Stability / Community / Diversity
The Life Center’s identity is inspired by the
complexity of layers that make up the
community and people in Jonestown. This
mark creates a unity between contrast
of organic and industrial relationships,
buildings and, character. The mark
portrays Jonestown as a stable foundation
for the future.
Life Center
Branding
Color / Typography / B&W Logo
Pantone 7417 C Pantone 3025 C

C/3, M/86, Y/85, K/0 C/98, M/69, Y/35, K/18
R/232, G/76 B/56 R/2, G/77, B/113
SW 7589 (Habenero Chile) SW 6510 (Loyal Blue)
Pantone 142 C Pantone 7506 C

C/4, M/27, Y/83, K/0 C/4, M/13, Y/32, K/0
R/243, G/188, B/72 R/243, G/218, B/178
SW 6677 (Goldenrod) SW 6232 (Misty)
Pantone 7473 C
C/80, M/19, Y/52, K/2
R/30, G/152, B/138
SW 6762 (Poseidon)
Supporting
Missions in
Jonestown
The supporting logos continue to building

and create unity in Jonestown through the
repetition of the shapes and colors used in
the Life Center logo.
Life Center
Stationery
Suite
A four-piece stationery suite including the

letterhead, the business envelope, the
notecard and envelope, and the business
card. The letterhead can be applied to
Microsoft Word for easy use.
General Dimensions:
Letter 8.5 in W x 11 in H
Envelope 9.5 in W x 4.125 in H
Business card 3.3 in W x 2.16 in H
Note card 4.25 in H x 5.5 in W
Note card envelope 4.5 in H x 5.75 in W
Life Center
36.6 in 2.3 in 17 in 12 in 1 in 3 in Exterior
4.25 in 4.25 in
Signage
2.75 in 2.75 in
A three-dimensional sign that can go on

the front wall of the Life Center building, to
30 in the left of the front door. The sign creates a
strong identification for the Life Center.
25 in 30 in General Dimensions:
69 in W x 46 in H x 3 in D
3 in
4 in
4 in
1 in
1.5 in 1.5 in
9 in 7.5 in
7.5 in
FRONT VIEW SIDE VIEW
OFFICE FRONT
Health Center
Exterior
Signage
This is to be pin-mounted on the brick

wall outside of the Health Center.
Dental Center
Exterior
Signage
This can be installed outside of the trailer

of the dental trailer.
Life Center
Interior
Signage
This is a set of four plastic signs intended

for the interior of the Life Center. The
pattern and typeface from the identity
system is applied to the interior signage.
General Dimensions:
8 in W x 5 in H x 0.5 in W
Poster
Campaign
Inspiration from the Delta
This poster campaign was created to

feature individuals from the Mississippi
Delta. After research of prominent,
underrepresented African American
leaders from the region we decided
to focus on Frannie Lou Hamer, David
Banner, Mae Bertha Carter, and
Richard Wright.
The posters share the values of the

Life Center and a brief biography of the
featured individual.
Poster
Campaign
Continued
Flyers
Templates
MONTHLY Examples of how flyers can be set up to
match the Life Center Branding system.
L ADIES’ LEGAL
These will be Word documents at
various standard dimensions.
COMMUNIT Y
GROUP CLINIC
JOIN US AS WE HAVE FUN, GET TO KNOW ONE ASSISTING IN LEGAL ISSUES,
ANOTHER, AND FIND OUT WHO GOD HAS INCLUDING:
MADE US TO BE!
Problems with IRS
BEGINS MARCH 3RD AT 10AM! Landlord Problems
BUT GOD MINISTRIES HOPECENTER FACILITY
BRING A SNACK OR APPETIZER THAT CAN BE SHARED
Land or Home deed
WITH EVERYONE! Property taxes or disputes
Incorrect credit reports
Problems purchasing home or land
BGM LifeCenter . 219 MLK Street . Jonestown, MS
Extended
Applications

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Jonestown

Stationery Suite Page 09

Extended Application Page 18

BGM Partnership in Jonestown Page 22

Typography & Colors Page 22

Logos of other missions in Jonestown Page 23

Stationery Suite Page 24

Poster Campaign Page 29

Flyer Templates Page 31

Extended Applications Page 32

In late January our team of designers took

Some of the words we came up with to

An additional goal of the field research

We went through many different stages

A mark that captures the sentiment

The mark’s youthful positivity is settled by

Additional brand elements reinforce the

JONE STOWN JONE STOWN

MUSEO SLAB | MIDDLEWEIGHT | BODY COPY Jonestown Yellow

These brand elements and alternative logo

It carries the spirit of the logo mark through

The sign itself displays the main logomark

Below this is the suggested new town

Jonestown welcome sign

The signs continue the rod-iron theme,

The typeface, “Plaak 3,” is an effectively

Street Sign Intersection Sign Banner

Examples of how the banners can be

A breakdown of the main signage

The park signage also features a

The height of the signs stand between the

The signs are meant to be simple to

A similar approach was applied to the

Apparel that could be offered to local

Pantone 7417 C Pantone 3025 C

Pantone 142 C Pantone 7506 C

The supporting logos continue to building

A four-piece stationery suite including the

A three-dimensional sign that can go on

FRONT VIEW SIDE VIEW

This is to be pin-mounted on the brick

This can be installed outside of the trailer

This is a set of four plastic signs intended

This poster campaign was created to

The posters share the values of the

BGM LifeCenter . 219 MLK Street . Jonestown, MS

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