Brand guide | Celebrate the Mitten

Logo

A red mitten, because that's the shape of the Lower Peninsula, and Michiganders hold up a hand to show where they live. The white star marks "you are here." The confetti says there's a party.

Primary logo. Use this one first.SVG

On Ink or photosSVG

Stacked, for square spacesSVG

Mitten mark aloneSVG

Favicon and profile pictureSVG

Do

Leave space around the logo at least as tall as the mitten's blue cuff.
Keep the full logo at least 140px wide on screens, 1.25 inches in print.
Use the mark alone once people already know the name, like a profile picture.

Don't

Recolor the mitten for a holiday. The holiday scenes carry the seasonal color.
Stretch, rotate or add shadows and outlines.
Set the color logo on a busy photo. Use the white version on a dark area.

Color

Seven colors, all pulled from the logo. Cherry is the only color for buttons and links people click. The rest fill in the scenes and backgrounds.

Cherry

#C42B3A RGB 196 43 58

Buttons, the mitten, sponsor headers. Hover: #A21F2D.

Ink

#172A46 RGB 23 42 70

All text, the footer and dark sections.

Big Lake

#1D5FA6

Newsletter band, focus rings, the mitten cuff.

Sparkler

#F3B33D

Confetti, lights and icons on dark. Never text on white.

Pine

#2F7D58

Trees, success messages, spring and summer accents.

Mist

#E9F0F8

Soft section backgrounds and tiles. White is the main page color.

Ink on white 14.4 : 1

White on Cherry 5.6 : 1

White on Big Lake 6.5 : 1

Ink on Mist 12.6 : 1

Ink on Sparkler 7.8 : 1

White on Pine 5.0 : 1

Type

Two free Google fonts. Young Serif has the round, friendly look of an old holiday postcard. Figtree is clean and easy to read on a phone.

Headlines: Young Serif

Fireworks over Grand Traverse Bay

Regular weight only. Sentence case. Use it for headlines and the logo, never for paragraphs.

Everything else: Figtree

Bakery lines start before sunrise on Paczki Day, so bring a coffee.

Regular 400 for text, Semibold 600 for buttons and labels, Bold 700 for event names in lists.

Page title, 68pxFind a celebration

Section, 44pxEvents near you

Card title, 22pxMackinac Bridge Walk

Body, 17pxThe one day a year you can walk the five miles across the bridge.

Small, 14pxDates change each year, so check with the organizer.

Holiday scenes

The homepage opens on a Lake Michigan shoreline with a lighthouse and a row of houses. It redecorates itself for whichever holiday is coming up, with no one needing to update it.

Christmas: snowfall and lightsOpen

Fourth of July: fireworks and buntingOpen

Halloween: falling leaves and jack-o'-lanternsOpen

Lunar New Year: red lanternsOpen

SkyDay blue in spring and summer, warm gold in fall, pale in winter, navy for evening holidays.

GroundGreen grass, fall gold, or snow.

Moving partsSnow, leaves, hearts, fireworks, swaying lanterns, flickering candles.

DecorationsString lights, bunting in the holiday's colors, flowers, pumpkins, diyas.

In the windowA menorah for Hanukkah and a kinara for Kwanzaa.

Motion offVisitors who turn off motion on their device see a still version.

Icons

Phosphor icons, free and open source. Filled style for holidays, outline style for arrows and buttons.

Christmas

Hanukkah

Diwali

Ramadan, Eid

Kwanzaa

Fourth of July

Halloween

Thanksgiving

Easter

Paczki Day

Holi

Día de los Muertos

Veterans Day

Valentine's

St. Patrick's

New Year's

Buttons and forms

Buttons are pill shaped, cards have 18px corners, and form fields have 12px corners. Each button says what happens when you tap it.

Buttons

Show events Post an event Get the weekend list

Corners

Buttons

Cards
18px

Fields
12px

Form field

City or ZIP

Link list

Free things to do
Browse every holiday

How we write

We sound like the neighbor who always knows what's on this weekend, and we keep it brief.

We say

"Bakery lines start before sunrise. Bring a coffee."
"Free to watch from the curb on Woodward."
"Nothing listed here yet. Know of one? Send it in."
"Happy Diwali, Michigan."

We skip

"An unforgettable, magical experience for the whole family!"
"Nestled in the heart of Pure Michigan..." (that phrase belongs to the state)
"Oops! No results found."
Holiday puns in every headline

Every tradition gets the same care

Diwali and Dyngus Day get the same attention as Christmas and the Fourth.

Facts first

Where, when, what it costs and whether kids will like it.

Michigan words

Say Up North, the U.P. and the Thumb, the way people here do.