White
RGB 255 / 255 / 255
CMYK 0 / 0 / 0 / 0
Pantone Bright White
Hex #FFFFFF

Bright Orange
RGB 255 / 92 / 53
CMYK 0 / 74 / 85 / 0
Pantone 171 C
Hex #FF5C35

Dark Orange
RGB 235 / 51 / 0
CMYK 0 / 78 / 98 / 6
Pantone 2028 C
Hex #EB3300

Green
RGB 0 / 83 / 76
CMYK 93 / 14 / 53 / 57
Pantone 330 C
Hex #00534C

Pantone (PMS)
The Pantone system is used for precise color matching – you can give a Pantone reference to any printer, anywhere, and they’ll print the exact same color.

CMYK (Cyan/Magenta/Yellow/Black)
The print files will be delivered in CMYK color mode, which is suitable for commercial full color and everyday printing.

Note: If you try placing a CMYK file into a Microsoft Office program and the image doesn’t display correctly, try the RGB version.

RGB (Red/Green/Blue)
These colors are used in monitors, television screens, digital cameras and scanners. Digital logo files are in RGB color mode.

Hex (Hexadecimal)
This six digit code is associated with websites, viewed on a screen, and refers back to the RGB color.

Option 1
We exist to preserve and maintain Louisville’s waterfront through the thoughtful activation and preservation of the park. We connect people to the river and ensure Louisville’s waterfront remains an asset that can be enjoyed by the community forever.

Option 2
Louisville exists because of the river. It has been the economic catalyst and continues to be the heart of the city. We believe everyone should have access to the waterfront. The park is one of the most diverse places in the city, and we intend to keep it that way through thoughtful activation and preservation.

Option 3
We believe there is an experience for everyone at the waterfront. The park is more than a place. We invite you to discover your fun and create your memories here. Join us on the lawn, the playground, the stage, or the bridge for an experience like no other.

Waterfront Park is a non-profit organization in Louisville, Kentucky. Your donations help to expand and maintain our beautiful waterfront.

Fun
+ This is the city’s playground.
+ We host over 150 parties per year.
+ Part circus, part yoga studio.
+ Part art fair, part dragon boat race.
+ Find your fun.
+ Choose your own fun today.
+ Discover your own fun.

Inviting
+ Pause and take a breath.
+ A stroll will do you good.
+ Get some space.
+ Stretch your legs on your lunch break.
+ Your invite to fun.
+ Take a break and take a walk.
+ Explore. Pause. Play. Take it all in.

Experience
+ Everyone is invited to experience the waterfront.
+ Experience it all here.
+ We are more than a place.
+ Change your whole perspective at the waterfront.

Accessible
+ The riverfront for everyone.
+ This is our front porch.
+ We are open to everyone.
+ This is our backyard.

Encouraging a Healthy Lifestyle
+ Your morning ritual.
+ From a lunchtime jog to an evening stroll.
+ Bikes welcome.

Beautiful
+ Sit and enjoy the stillness.
+ We are here because of the river.
+ A sunset from the bridge will change your life.

Catalyzing
+ We are a catalyst for change.
+ There are a billion reasons to support Waterfront Park.
+ We are at the center of a reinvented Louisville.

Fundraising
+ We are all stewards of the park. Join us to ensure the park continues to be welcoming to everyone.
+ We are all stewards. Help us keep the park accessible for the next generation.
+ Waterfront Park is maintained by a passionate team that needs your support to sustain it for the next generation.

Use Active Voice
In active voice, the subject of the sentence does the action. In passive voice, the subject of the sentence has the action done to it.

Yes: The waterfront positively impacts everyone.
No: We are positively impacted by the waterfront.

Use We Language
Frequently use we in place of your name, especially in social media posts. Your voice is inclusive and friendly.

Yes: We are open to everyone.
No: Waterfront Park is open to everyone.

Acronyms
Never use an acronym for Waterfront Park or Louisville Waterfront Park.

No: WFP, WP, LWFP

Ampersands
Unless a technical term or part of a company name, don’t use an ampersand to replace the word “and” in writing for Waterfront.

Yes: There are three picnic areas in the park labeled Orange, Tan, and Yellow. They are adjacent to the Orange, Tan, and Yellow parking lots.
No: There are three picnic areas in the park: Orange, Tan & Yellow, adjacent to — you guessed it — the Orange, Tan & Yellow parking lots.

Contractions
Use contractions as you would in everyday speech. When you write as people talk, the tone of the writing is more conversational. This is in line with your friendly voice.

Yes: We’re proud to host the Ironman Triathlon at Waterfront Park.
No: We are proud to host the Ironman Triathlon at Waterfront Park.

Capitalization
Always capitalize proper names of places.

Yes: Join us at Waterfront Park for an event.
No: The Park is more than a place.

Emojis
Don’t use emojis, except when posting social media captions and responses.

Exclamation Points
Don’t use exclamation points, except when replying to a comment on one of our social posts. Still, do so sparingly.

Millions and Billions
There is considerable disagreement on the correct way to abbreviate millions and billions. Keeping with our knowledgeable voice we are choosing to not abbreviate them.

Yes: $4 million, 4 million
No: $4,000,000
No: $4 M

Name
When writing about Waterfront Park, only use one of two constructions: Waterfront Park or Louisville Waterfront Park. No abbreviations and no acronyms.

Numbers
Spell out numerals one through ten. Following the number ten, use numerals. The exception is when writing times, dates, spaces (acres), and dollar amounts.

Oxford Commas
Always use the Oxford, or serial, comma: the final comma that appears in a list of things in a sentence. Using this punctuation avoids ambiguity. Also note the change in capitalization and possessive punctuation in the example below.

Yes: Big Four Concessions offers bottled water, cold drinks, hot dogs, snacks, ice cream, and other food items.
No: Big Four Concessions offers bottled water, cold drinks, hot dogs, snacks, ice cream and other food items.

Time
When writing times, be consistent. Choose how you write AM or PM; am or pm; a.m. or p.m., and stick with it.