The document provides information and guidelines for branding the Little Mexico District in Bowling Green, KY. It establishes that the target audience is primarily Latino and family-oriented residents. The brand personality is aimed to be friendly, hard-working and culture-focused. The branding guidelines cover logo design, colors, typography, imagery, and proposed promotional materials including banners, bags, signs, and a social media campaign. The overall goal is to promote awareness of the district's unique cultural identity and businesses.

1. BRAND MANUALLITTLE MEXICO DISTRICT • BOWLING GREEN, KY

2. 02 BRAND STORY & PERSONALITY
BRAND STORYThe Little Mexico District is a prime location for positive urban development and holds great
potential for accelerated economic opportunity. By relying on the Latino business presence
currently established, the branding will capture the value of cultural economics (Aubitz, 2009.)
Centrally located near downtown and walking distance from Western Kentucky University, the
Little Mexico District hosts a unique and singular Latin American focus that will allow the area to
capitalize on the intrinsic value that has been established although not currently celebrated nor
advertised to the greater Bowling Green, Kentucky area.
The Little Mexico District has an easy to define value proposition within the greater city of Bowling
Green. Encompassed in several small city blocks, the Little Mexico District is home to several
Mexican restaurants, Mexican grocery stores, and minority and locally owned small businesses.
public Brand voice & tone style
Hola! Welcome to the Little Mexico District. Discover our vibrant culture that sets this wonderful
little community apart. We host a unique mix places to eat, shop, work conveniently located near
Downtown Bowling Green. Enjoy a hot tamales with your amigos or just spend time with your
familia in our beautifully diverse community.
Tagline
Eat. Shop. Work. Play. İViva!
Mission Statement
We provide a vibrant and diverse community with a flare for culture. A good place to do business
and a better place to raise your familia.
notes
Simple and commonly know Spanish phrases should be used and promoted.

3. Brand Voice Chart
CHARACTERISTIC DESCRIPTION DO DON’T
Determined
“Arrieros somos y en
el camino andamos.”
Translation: We are
all mule drivers in the
fields. Meaning: We
are all human beings
making our way
through life. Don’t
criticize or judge
others.
CORPORATE, PROFESSIONAL
CAREFUL THINKING, PLANNING
CLASSIC AND TRADITIONAL
ESTABLISHED
SERIOUS
UPSCALE
PERSONABLE AND FRIENDLY
SPONTANEOUS, HIGH-ENERGY
MODERN OR HIGH TECH
CUTTING EDGE
FUN
ACCESSIBLE TO ALL
Brand Personality Spectrum
Hard-working and
focused on the future.
Save money for
retirement.
Just hope things
will workout
without action.
Unpretentious Just try to live life,
doesn’t need to
make others feel
low to feel high.
Make others
feel guilt for
having less.
Conventional
Family Oriented
Man is the head of the
household and children
must respect elders.
Attend church
every Sunday.
Make large
impulse
purchases.
Puts family first in your
heart and in finances.
Make sure the family
has everything they
need and some
things they want.
Let the kids go
hungry to buy
beer.
(Jobson, 2016)

4. 04 BRAND STORY & PERSONALITY
TARGET AUDIENCEMan-on-the-street interviews indicated a large Latino population who takes pride in working
hard and taking care of their families. An on-foot survey of the area showed many minority and
locally owned businesses that employ many Latinos and many women.
The brand must focus on differentiation and address the community assets that distinguish
the Little Mexico District from other communities (Brookes, 2016.) The brand’s approach
reflects the aspects of the community that already exists which will allow the branding for the
Little Mexico District to harness the value of cultural economics while reflecting the current
atmosphere in the area.
Target Info
THE AUDIENCE IS PRIMARILY:
• Latino, then Caucasian
• Underserved
• Economically Disadvantaged
• Family-Oriented
• Future Focused
• Blue Collar, Hardworking

5. Socioeconomic Information
The Little Mexico District in Bowling Green, KY is a unique and flavorful district near downtown
Bowling Green, KY. 2010 Census data indicated a total of 3,749 Hispanic or Latino residents in
the city of Bowling Green Further, the Community Survey 5-Year Estimates from FactFinder.com
suggest the number of Hispanic or Latino residents has risen to 4,433.
However, La Esperanza Hispanic Resource Center director, Celia Lopez, estimates that 5,000 to
8,000 Hispanic or Latino actually reside in Bowling Green. While there is no government reported
data on the specific area of the Little Mexico District, the concentration of Hispanic or Latino
residents and minority owned businesses in the area suggest a large population of Hispanic or
Latino residents in the area. Realtor, Noemi Bonham, has personally observed the development of
the area in recent years and has stated “...that part of Bowling Green was the worst part of town
[and is] now it is being rebuilt by the Latino community...” This indicates a surge in either the actual
or the perception of Hispanic or Latino property ownership in the area.
The study, Hispanic Outreach in Bowling Green,
KY: Defining the Needs of the Hispanic Community,
conducted by Western Kentucky University student,
Caitlin Reyes, revealed that 50% of Hispanic or Latino
residents feel welcomed in Bowling Green with 49%
report that they feel sometimes welcomed. This
suggests that Bowling Green is a generally hospitable
area for Hispanic or Latino people to reside. The study
also notes that large populations of the Hispanic or
Latino who reside in Bowling Green are from more
diverse backgrounds than many realize including El
Salvador, Guatemala, Honduras, and Mexico.
Despite the favorability and diverse population of
Hispanic or Latino people in Bowling Green, Reyes’
study indicates several hurdles to the population including literacy and access to health care. Reyes
also note the wage gap that affects Hispanic or Latino people makes it difficult to maintain financial
stability. Further, Reyes study indicated that only 78% of Hispanic or Latino polled are currently
employed.
According to Zillow, the median price of currently listed home in Bowling Green is $226,400 while
the median home price of current listings in the Little Mexico District is $60,000. This price disparity
is likely due to the poorly maintained bungalow style homes in contrast with the rapidly expanding
new developments in the suburban areas of Bowling Green, KY.

6. ACCENT
Blackflowrer
ABCDEFGHIJKLMNO
PQRSTUVWXYZ
Body Typeface
AVINER
abcdefghijklmno
pqrstuvwxyz
HEADER TYPEFACE
LUCHADOR
AB CDEF GHIJKLMNO
PQRSTUVWXYZ
06 TYPOGRAPHY
TYPOGRAPHY
The typography chosen for the header is a serif style chosen because of its classic and tradition feel
(Tangeman-Wurzell, 2016.) Further, the font style is retro and reminiscent of vintage Latin graphic
design that is still popular in contemporary Latin design. This style celebrates the traditional
cultural found in the community. The body type style was chosen to perform well when displayed
on digital platforms because serif fonts can have readability issue on digital screens (Maag, 2018.)
Readability is critical to speak to diverse audiences. The typography chosen for the accent uses
a painterly style to represent the artisan (Tangeman-Wurzell, 2016) aspect of Latin culture. This
style of organic typography celebrates the cultural personality and incorporates the unpretentious
attitude of the community.

7. LOREM IPSUM DOLOR
SIT AMET CONSECTETUR
EM IPSUM DOLOR SIT
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud
exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure
dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit
anim id est laborum.
TEXT FORMAT SAMPLE
Header Sub-Head Body

8. 08 BRAND STORY & PERSONALITY
IMAGERYThe photography selected includes food, fun, and cultural history. The photography
communicates a family-friendly atmosphere rich with culture and history.
Images selected should include drinks, fun, culture and history. The photography was sourced
through online research and images captured in local shops and restaurants. The photography
the brand uses communicates an atmosphere rich with culture, craft, and history.

10. 10 BRAND STORY & PERSONALITY
MEDIA ASSET
SAMPLES
The photography selected includes food, fun, and cultural history. The photography
communicates a family-friendly atmosphere rich with culture and history.
Images selected should include drinks, fun, culture and history. The photography was sourced
through online research and images captured in local shops and restaurants. The photography
the brand uses communicates an atmosphere rich with culture, craft, and history.

11. POLE BANNERS
The Little Mexico District is surrounded by other communities, Bowling Green’s Downtown, and
Western Kentucky University. Pole Banners help familiarize users with the brand in a specific
physical space (Creative Sign Designs, 2018.) Since the Little Mexico District is not clearly
defined, posting a series of pole banner, citizens will immediately know when they are entering
and exiting the community while repeated seeing the brand and brand offerings.
According to AGMedia sales expert, Scott Greenwald, “You really need ten in a row to get the
effect... The repetition of color catches your eye.” (Mandelkern, 2018.) Further, the utilization
of repetition across traditional and new media will enhance the results of the brand awareness
campaign (Foam Core Print, 2017) Repetition is critical to the memorability of campaign
promotional material.
Due to the long-lasting and sturdy nature of the material of a pole banner, the use of this
marketing tool is very cost effective.
TOTE BAG
The Little Mexico District has many locally and minority-owned businesses. With the walkability of
shops to homes, a reusable shopping bag will be useful and serve as a walking advertisement for
the area. 50% of consumers in the United States own a promo bag. According to the Advertising
Specialty Institute study, consumers keep promo products for an average of eight months
(Advertising Specialty Institute, 2016) which allows consumers to see the promo item repeated
in their homes. Further, bags hold the highest impression rate of any promotional product in
the United States with an average of 5,700+ user views per bag (Advertising Specialty Institute,
2016.) This high view rate will serve as a constant reminder for users to shop in the area which
could increase economic prosperity in the community by encouraging repeat shopping.
The style of the bag will repeat the same use of the logo seen in the Little Mexico District
signage by tilting and cropping the logo to fit to the side of the bag. This will give the bag the
relaxed, yet industrial look needed to appeal to the users living in the area.

12. SIGNAGE
Making a community easy-to-navigate and differentiate from surrounding communities will allow
users to more easily find their way and establish a clearly defined understanding of the area and the
offerings the area has including homes, recreation activities, and businesses.
Wayfinding signage offers a customizable experience for users and can increase their awareness of a
specific space (Creative Sign Designs, 2018.) By customizing the signage to incorporate the colors,
font’s and positioning of the logo the signage can demonstrate the look and feel of the brand. Each
time the brand is seen visually by users, the awareness of the community and its values will increase.
The signage should reflect the brand and the nature of the community’s aesthetic qualities. The
Little Mexico District is very industrial and using "found distressed wood" with chain hangings will
compliment the area's inter-city rugged building style while marking were the area begins and ends.
STICKERS
Stickers act as mobile mini-billboards spreading awareness in new or unique areas (PsPrint, n.d..)
Stickers allow users to share a brand in a non-intrusive utilizing an effective word-of-mouth technique.
Since displaying stickers is a personal choice by the users, the stickers act as a personal word-of-
mouth advocation. 92% of people in the United States trust word-of-mouth recommendations from
people they know (Warren, 2019.) By seeing fellow community members display the stickers, a word-
of-mouth aspect of the brand awareness campaign can be used to encourage community members
to remember the brand. This word-of-mouth aspect will enhance the existing promotional items by
adding a mobile and personal aspect.
Stickers have a higher perceived value than other marketing items such as business cards, brochures,
flyers because these items are perceived as a gift instead of an advertisement (Warren, 2019.) Due
to the cost-effectiveness of stickers, they could be made available for free or very low cost which will
excite and delight users.

13. SOCIAL MEDIA
Using a logo as a social media profile picture can increase brand recognition (Hill, 2016.) Further,
a cover photo allows a brand to feature locations, events, and products. Using social media is an
excellent tactic because Latino spend 22.5% more time per month than the average United States
Consumer. This easy access to users in the Little Mexico area on mobile can help increase awareness
about places to shop, eat, or are seeking new employees.
For a budget of $700 per month, a social media brand awareness campaign can be implemented.
With the parameters set to reach the Little Mexico District and the nearby areas, 90,000 English
speakers and 5,400 Spanish speakers can be reached per month. Additionally, the social media ads
can capture up to 494 engagements per day (see fig.1.) Included in the price, the ads will appear on
Facebook and Instagram to only users who live in the specified area (Facebook, 2019.) Social media
ads will add a digital component to the Little Mexico brand awareness campaign and further repeat
the message and reinforce the brand identity to the users.
Fig.1 - Facebook, 2019

14. 14 BRAND STORY & PERSONALITY
LOGO & COLORS
The illustration style is hand-drawn to mimic Mexican artisan techniques found handcrafted
forms in Latino art. The circle motif utilizes hand-drawn elements that draw on folk art of
Mexican traditional still used in contemporary art (Whiley, n.d..) The circles also have a paint
texture style that will continue the hand-drawn imperfection style that adds personality to the
design. Decorative intricate details are a common motif in Latino design (Whiley, n.d.) However,
it is important to simplify the logo so that is can be versatile (Airey, 2014.) This logo has
simplified the folksy embroidery style to simple shapes and dots.
The use of organic typography employs the hand-letting style that is known for adding
personality to Mexican design (Whiley, n.d.) Additionally, the organic type style is distinct and
will be easy to separate from the serif and san-serif type used in nearby communities and
businesses (Airey, 2014.) Not only will this type style be recognizable, it will resonate with the
users in the area because of hand-lettering’s friendly aspect appealing to the sense of family-
friendliness in the community.

15. Primary
C2 M56 Y100 K0
R240 G135 B34
Accent
C57 M2 Y37 K28
R80 G150 B138
Base
C56 M67 Y71 K37
R93 G70 B61
Secondary
C1 M40 Y90 K0
R240 1357 B34

16. MUCHAS GRACIAS
Created by Kara Williams Glenn • 270.977.3717 • karawilliamsglenn@gmail.com
references
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‘
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