Feria_Southside_Brand_Guidelines_Final.pdf
PDF 13 MB Posted
- Solicitation number
- FY26-QQ-033
- Issued by
- Santa Fe County, New Mexico
About this file
The document is a comprehensive brand guidelines manual for Feria Southside, a multicultural event and initiative series in Santa Fe that encompasses four distinct programs: Feria Southside (annual event), Holiday Mercado (quarterly events), Educational Resources/Workshops, and Networking Events. The guidelines establish a cohesive visual and communication strategy that emphasizes community engagement, bilingualism, and cultural relevance, with a focus on the Southside community's Hispanic heritage. The brand voice is characterized as community-rooted, inclusive, and festive, with messaging tailored to different target audiences such as vendors, nonprofits, and local community members.
The brand identity is built around a vibrant color palette featuring warm, saturated tones (orange, pink, teal, purple), and utilizes the Chunk Five font for headers and Montserrat/Libre Baskerville for body text. Each initiative has a unique logo design inspired by traditional papel picado (cut paper) styles, with seasonal variations for Holiday Mercado events. The imagery guidelines prioritize authentic, high-contrast photos that reflect diversity, joy, and community engagement, specifically featuring Hispanic-looking vendors and attendees. The brand maintains consistency across various marketing materials including flyers, social media ads, website graphics, and event promotional content, always presenting information bilingually (English and Spanish) with a welcoming and empowering tone.
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Brand Guidelines
FERIA SOUTHSIDE
SOUTHSIDE FAIR
Brand Voice & Tone
Voice: Community-rooted, bilingual, inclusive
Tone: Festive, friendly, welcoming, empowering, celebratory
Language: Clear, accessible, approachable, culturally relevant
Style: Bilingual (English & Spanish)
B R A N D V O I C E & T O N E
V I S U A L I D E N T I T Y & M E S S A G I N G
Visual Identity & Messaging
There are 4 different initiatives that live inside the Feria Southside brand:
1. Feria Southside (1x annual event) - Bilingual
2. Holiday Mercado (3x quarterly events) - Bilingual
3. Educational Resources/Workshops (vary) - Spanish
4. Networking events (vary) - Spanish
Each initiative has a unique logo and visual identity attached to it.
Visual Identity & Messaging
Messaging for potential vendors and nonprofits:
Participate/register to the event by deadline.
Messaging for the Santa
Fe community/attendees:
Come to support local vendors and celebrate the
Southside.
1. Feria Southside Messaging for potential vendors:
Participate/register to the event by deadline. Note: Non-profits are not invited to participate in the
Holiday Mercados, only vendors.
Messaging for the Santa Fe community/attendees: Come to support local vendors and celebrate the Southside.
2. Holiday Mercado
Messaging for attendees:
Register and learn about [topic], it’s free!
3. Educational Resources/Workshops
Messaging for attendees: Join us and meet other fellow entrepreneurs, it’s free!
Festive and bright, culturally relevant to the Hispanic heritage of the area, inviting and welcoming
4. Networking events
V I S U A L I D E N T I T Y & M E S S A G I N G
Bright and festive colors, reminiscent of “Fiesta”
Logo text font: Chunk Five
Flags colors:
Orange: HEX #f67632
Light purple: HEX #e569a4
Lime green: HEX #c1c13c
Pink: HEX #f64068
L O G O S
FERIA SOUTHSIDE
SOUTHSIDE FAIR
1. Feria Southside
Logos
Seasonal colors reminiscent of each holiday
Logo text font: Chunk Five
2. Holiday Mercado
HolidayHoliday MercadoMercado a Feria Southside eventa Feria Southside event
May: Mother’s Day
Primary text: HEX #a5447b
Secondary text: HEX #5a6f3f
Background: HEX #e9deee
HolidayHoliday MercadoMercado a Feria Southside eventa Feria Southside event
HolidayHoliday MercadoMercado a Feria Southside eventa Feria Southside event
February: Valentine’s Day
Primary text: HEX #9b162e
Secondary text: HEX #f25e5f
Background: HEX #fcced8
December: Christmas
Primary text: HEX #eae7b7
Secondary text: #2d4236
Background: #3d892b
L O G O S
The logo is cleaner and with less colors for a more professional look, while still keeping a festive touch. Spanish only.
Logo text font: Chunk Five
Flag color: HEX #19beba (shade of blue can be adjusted depending on graphic)
L O G O S
3. Educational Resources/Workshops
Una iniciativa de la Feria Southside
RECURSOS
EDUCATIVOS
Una iniciativa de la Feria Southside
CÍRCULO DE
EMPRENDEDORES
Just like the Educational Resources logo, this logo is cleaner and with less colors than the Feria one for a more professional look, while still keeping a festive touch (Spanish only)
Logo text font: Chunk Five
Flag color: HEX #fdfdfd (shade of purple can be adjusted depending on graphic)
L O G O S
4. Networking Events
Logos
Note: Please keep in mind that this is a brand new initiative and no events have been hosted yet.
Name of initiative and logo are subject to change.
FERIA SOUTHSIDE
SOUTHSIDE FAIR
L O G O S
Do not stretch, warp, or rotate the logos.
Do not change the Feria Southside logo colors outside the approved palette.
The Holiday Mercado logo, the flags in the Educational Resources logo and the Networking Events logo can be adjusted to different colors or shades depending on season or use.
Only use Chunk Five font for logo text. Do not change the font or style.
Do not overlay text or graphics on top of the logos.
Maintain sufficient clear space around the logos at all times.
Use of black and white logos is not recommended.
Logos Misuse
Una iniciativa de la Feria Southside
RECURSOS
EDUCATIVOS
Typography
Headers:
Chunk Five
Body:
Montserrat / Montserrat Light
Libre Baskerville
T Y P O G R A P H Y bB
C O L O R P A L E T T E
# F 6 7 6 3 2
# D 6 2 E 5 F
# 1 9 B E B A
# 9 5 7 6 C 2
Warm, vibrant tones that reflect the Southside community heritage. Suggested palette includes:
Color Palette
Feria Southside, Educational Resources/Workshops & Networking Events
C O L O R P A L E T T E
The Holiday Mercado colors and motifs reflect the seasonal and festive nature of each event, while staying warm and welcoming.
The overall look and feel remains the same from event to event.
Color Palette
Holiday Mercado
May: Mother’s Day
Background: HEX #e9deee
Main text: HEX #d87843
Secondary text: HEX #5a6f3f
February: Valentine’s Day
Background: HEX #fcced8
Main text: HEX #d87843
Secondary text: HEX #f25e5f
December: Christmas
Background: HEX #3d892b
Main text: HEX #f2c13b
Secondary text: HEX #ffffff
To avoid confusion among vendors between the main Feria Southside event in August and the smaller quarterly Holiday Mercados, we created a distinct visual style for the Mercado materials that differs from the original Feria branding.
Imagery
Photos of past Ferias and Mercados can be found at https://drive.google.com/drive/folders/1YwP6GujY330NiIXSFhT2KqboFc24_IGK?usp=sharing
I M A G E R Y
Authentic, colorful, high-contrast, high-quality photos of Hispanic looking shoppers and/or vendors.
Prioritize images that reflect diversity, joy, and community engagement.
Sponsor Logos
S P O N S O R L O G O S
Download sponsor logos:
Sponsors vary from year to year, with the exception of the Santa Fe Chamber of
Commerce and the City of Santa Fe Office of
Economic Development. Please include those two logos whenever possible.
https://drive.google.com/drive/folders/1Ts76fhLgndgrUJC51dZaNIk3hi6cW2Ik?usp=drive_link
2025 Sponsors:
https://drive.google.com/drive/folders/1Ts76fhLgndgrUJC51dZaNIk3hi6cW2Ik?usp=sharing
Previous Graphics
1. Feria Southside
Page size flyer for vendors with QR code to register
(bilingual)
Page size flyer for attendees, no QR code
(bilingual)
Website graphics
(English &
Spanish)
Social Media carousel ad for vendors (English & Spanish)
Social Media carousel ad for attendees, featuring entertainment
(English & Spanish)
2. Holiday Mercado
Page size flyer for vendors with QR code to register
(bilingual)
Page size flyer for attendees, no QR code
(bilingual)
Website graphics
(English &
Spanish)
Social Media ads for vendors
(English & Spanish)
Social Media ads for attendees, featuring activities
(English & Spanish) Banner (sponsored by Coca Cola)
Google Forms header image
Sandwich board
3. Educational Resources/Workshops
Page size flyer for attendees (Spanish only)
Website graphics
(Spanish only) Social Media ad
(Spanish only)
Google Forms header image
(Spanish only)
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