Primary Logo

Our logo pairs a playful western-inspired slab serif with a clean, approachable sans serif. The slab serif nods to Austin, Texas roots, while the supporting type for ATX and At Mueller adds clarity and balance. Together, the combination feels bold, welcoming, and full of personality.

The Primary Logo should be used across all official collateral whenever space allows, with alternate logo variations used as needed to best fit the layout. Only approved colorways should be used. Black and white versions are reserved for partnership collateral when required by brand partners.

Secondary Logo

The Secondary Logo, or Word Mark, should be used on official collateral when the Primary Logo does not fit or when a more streamlined application is needed. The mark should appear only in the approved Primary colorways and used on their corresponding background shades for legibility.

Icon

The Icon is the most simplified expression of the brand and should be used in applications with limited space or where a subtle brand presence is needed. It works well in small-scale uses such as favicons, social media graphics, merchandise, and supporting overlaying brand elements across collateral. Our Icon can be used with the Primary and Secondary color palette.

Icon Badge

The Badges are brand elements designed for flexible brand applications. They are to be used as symbols of the brand in applications such as social media, merchandise, and additional brand collateral, while also serving as texture elements within key graphics. Badges may be used in both the Primary and Secondary color palettes to support a wide range of brand applications.

Script Badge

The Script Badge offers a more expressive take on the brand, adding personality and flair to select applications. Designed for moments that call for a more playful or stylized approach, they bring added versatility across merchandise, social content, campaigns, and supporting brand graphics while still feeling cohesive within the overall identity system. Badges may be used in both the Primary and Secondary color palettes to support a wide range of brand applications.

Photography

Our photography should reflect the vibrant energy of our entertainment hub. It should feature bright, natural settings with happy visitors and residents, showcasing the Aldrich Street community and everything it has to offer.

Use the photo bank attached below as a starting place for stock imagery.

Iconography

Our illustrative iconography captures the energy of Aldrich Street’s daytime and nightlife experiences. Designed for flexibility across digital and print applications, they bring added personality and visual interest to key graphics.

Use light mode and dark mode variations on their corresponding color shades.

Pattern

Our Pattern brings together our colors, iconography, and logo variations in a seamless way. Designed to add energy and variety, it can be used across key graphics, websites, merchandise, and other brand applications.

Line Elements

Our Line Element is a simple visual element that brings movement and connection across the brand. Whether used in key graphics, as a connector, or as a divider across digital and web applications, it adds a playful touch while helping tie different elements together.