Chinatown Brand Guidelines 2022

Chinatown Brand Guidelines (Fall 2022) cover the identity system for the Experience Chinatown project, which directs visitors toward long-standing local businesses to counter the gentrification pressure of Dimes Square. The document covers history, four core values (Support, Equity, Education, Community), a three-color palette (Street Black, Chntwn Red, Stone Beige), the Lucky Knot mark, Motty the Monkey mascot, and Liberation Sans type. Touch points include a four-step app flow (Scan, Inform, Choose, Experience), posters, stickers, animations, and confetti.