A one-page reference for the Welcome To ATL Experience visual identity. Share this with any designer, fabricator, or partner producing materials on behalf of the brand.
HORIZONTAL
WORDMARK.
The horizontal wordmark is the primary lockup. Use it on both light and dark backgrounds, with clear space equal to the cap-height of the letter "A" on all sides.
FIVE COLORS.
ONE SYSTEM.
Navy is the primary anchor. Red, Teal, Purple, and Gold are accents — use them with intention, not as co-equals.
THREE FONTS.
CLEAR HIERARCHY.
Gagalin leads. LEMON MILK Medium structures. Glacial Indifference carries the message. Never mix or swap these roles.
Headlines, hero lockups, event signage, marquee statements. Use sparingly for maximum impact.
Section headers, callouts, category labels, zone signage. Always ALL CAPS with generous letter-spacing.
Body copy, vendor descriptions, captions, wayfinding labels, app UI. Default to sentence case at 14–16pt.
BOLD. FLAT.
UNMISTAKABLY ATL.
The brand's visual vocabulary draws from Atlanta's cultural iconography — peaches, dogwoods, the skyline, MARTA, civil rights history — rendered in bold flat color blocks with high-contrast outlines. Reference the cart art below for tone, palette saturation, and compositional energy.
RULES OF THE ROAD.
Brand standards are only as strong as the people enforcing them. When in doubt, default to Navy on Off-White — and ask before introducing anything new.
- Pair Gagalin headlines with generous whitespace
- Anchor every layout with ATL Navy
- Treat Red, Teal, Purple, and Gold as accents — not co-equals
- Maintain clear space around the wordmark equal to the cap-height of "A"
- Stretch, rotate, or recolor the wordmark
- Set Gagalin in long passages of body text
- Place Red text on Navy or Purple backgrounds
- Use more than three brand colors in a single composition
- Default to Navy on Off-White (#F7F4EF)
- Lead with the cart art aesthetic — bold, flat, outlined
- Match the look and feel of welcometoatlexperience.com
- Ask before introducing a new color, font, or motif