Brand Identity System · 2026

The Woman's Club
of South Pasadena

Brand Identity System

Est. 1899 · South Pasadena, California

Prepared by SHINES Web Studio · Confidential
01

Brand Overview

Two voices, one legacy — a unified brand system that honors the organization and elevates its historic venue.

Parent Organization

The Woman's Club
of South Pasadena

A 501(c)(3) non-profit organization dedicated to service, philanthropy, and community. Founded in 1899 as the Women's Improvement Association — South Pasadena's oldest club, and a proud member of state and national women's club organizations.

Membership Events Philanthropy Scholarships
Venue Sub-Brand

South Pasadena
Clubhouse

A 5,000 sq ft Craftsman-style historic event venue open to the public. Built in 1913 and listed on South Pasadena's Cultural Heritage inventory. Available for weddings, quinceañeras, receptions, concerts, and celebrations of all kinds.

Venue Rental 200 Guests Heritage Site
Brand Architecture
The Woman's Club of South Pasadena
Parent Brand · Organization & Membership
South Pasadena Clubhouse
Venue Sub-Brand · Public Rental
1899
Founded
5,000
Sq Ft Venue
200
Guest Capacity
501c3
Non-Profit
02

Color Palette

Drawn from Art Nouveau tradition — a slate navy anchors the palette, warmed by dusty rose and champagne gold.

The Building Color · BM 2140-10
Fatigue Green
#4C4A3E · Benjamin Moore · Exterior

The exterior paint color of the Clubhouse building — verging on black with warm green undertones. This color is the physical foundation of the brand; it should anchor dark backgrounds, headers, and any print where the building itself is referenced. Pair with Champagne Gold and Antique Cream for a distinguished, historic feel.

Primary Palette
Fatigue Green
#4C4A3E · BM 2140-10
Building color — primary dark
Navy Deep
#2B3C4E
Backgrounds, deep contrast
Navy
#3E4F63
Primary brand color
Dusty Rose
#C97B86
Accents, icons, highlights
Champagne Gold
#B8A55A
Typography, decorative details
Antique Cream
#F5EDE0
Backgrounds, page white
Secondary Palette
Rose Light
#DFA4AD
Tints, hover states
Gold Light
#D4C07A
Light gold on dark backgrounds
Botanical Sage
#7A8A6E
Nature photography, success
Cream Dark
#E8D5BF
Section alternates, dividers
Color Pairings
CHAMPAGNE ON NAVY
Primary combination
NAVY ON CREAM
Body text combination
ROSE ON NAVY
Accent combination
03

Typography

Three typefaces, each with a distinct role — together they balance elegance, heritage, and readability.

Display / Logo Text
Josefin Sans · Light 300 / Regular 400 · Tracking: +3px to +6px · All Caps
South Pasadena
THE WOMAN'S CLUB · EST. 1899

Used in navigation, labels, buttons, eyebrows, and all logo text. Always spaced generously. Lightweight feel reflects the Art Nouveau aesthetic.

Editorial Headline
Cormorant Garamond · Light 300 / Regular 400 · Italic for emphasis
A Tradition of
Philanthropy & Service
Where Legacy Meets Community

Used for all major headlines, page titles, section names, and pull quotes. The italic weight adds warmth and movement. This font carries the voice of the brand.

Body / Long-form Text
Lora · Regular 400 / Italic · Line-height: 1.75
About Our Club
The Woman's Club of South Pasadena began in 1899 when a group of business and professional women, teachers, writers, homemakers, and world travelers wanted to be involved in their community. Today, this amazing building is on the City of South Pasadena's Cultural Heritage inventory and provides a local event venue for Club members and the public alike.

All paragraph text, descriptions, and long-form content. Warm, readable serif with excellent screen rendering.

Type Hierarchy
H1 / Hero Page Title Cormorant Garamond Light · 56px
H2 Section Heading Cormorant Italic · 36px
H3 / Label Sub-Section Label Josefin Sans · 12px · +4px
Body Paragraph text, descriptions, long-form content. Lora Regular · 16px
Caption Caption text, metadata, footnotes Josefin Sans Light · 11px
04

Logo Suite

Four logo options are presented for The Woman's Club parent brand. Select the direction that resonates — or we can blend elements.

The Woman's Club · Logo Options
Option A — Stacked Wordmark
THE WOMAN'S CLUB OF SOUTH PASADENA EST. 1899 · SOUTH PASADENA, CA
Stacked Wordmark
Pure typography — Cormorant Garamond stacked with gold rules and rose diamond ornaments. Elegant, editorial, and works at any size.
Option B — W Monogram
W THE WOMAN'S CLUB OF SOUTH PASADENA EST. 1899
W Monogram
A commanding "W" in display serif above the full name — confident, minimal, and instantly monogrammatic. Strong at all scales.
Option C — Botanical Flower
THE WOMAN'S CLUB OF SOUTH PASADENA EST. 1899
Botanical Flower
A single 5-petal botanical flower — organic, Art Nouveau, and utterly unique. The overlapping ellipse petals create a natural line quality tied to the heritage of the Club.
Option D — Oval Beaded Crest
W EST. 1899 THE WOMAN'S CLUB OF SOUTH PASADENA
Oval Beaded Crest
A "W" monogram inside a beaded oval seal — echoing the distinguished tradition of women's club marks. Classic, institutional, and immediately recognizable.
The Clubhouse · Logo Options
Option A — Typographic Wordmark
SOUTH PASADENA CLUBHOUSE 1424 FREMONT AVE · EST. 1913 SOUTH PASADENA, CALIFORNIA
Typographic Wordmark
Pure type — "CLUBHOUSE" in Cormorant Garamond with Josefin Sans detail lines and rose diamond ornaments. Clean, editorial, and works at any size.
Option B — Building Silhouette
SOUTH PASADENA CLUBHOUSE
Building Silhouette
A line-art rendering of the actual Craftsman building — gabled roof, rafter tails, arched door, windows, chimney, front steps. Hyperlocal and unmistakable.
Option C — Botanical Key
SOUTH PASADENA CLUBHOUSE
Botanical Key
The key with a poppy bloom as the bow — visually bridges both brands through shared botanical language. The flower connects Clubhouse to The Woman's Club parent identity.
05

Brand Voice & Tone

Two voice directions are proposed. Both honor the Club's legacy — they differ in warmth versus refinement. Review both and select, or we can blend.

Voice Option A
Warm & Welcoming
"Come be a part of something lasting."
Inviting Community-First Approachable Purposeful Grounded
Speaks directly to new members and the wider community. Feels like a warm invitation to join something meaningful. Never intimidating, always inclusive.
Sample — Hero Headline
"Come be a part of history, and support the future — by joining The Woman's Club today."
Sample — Venue CTA
"Our doors are open. Bring your celebration to a space that has held a century of South Pasadena's most cherished moments."
Sample — Donate Appeal
"Your gift supports scholarship girls, preserves our historic Clubhouse, and keeps our service work alive. Thank you for including us."
Voice Option B
Elegant but Modern
"Where legacy meets community."
Refined Confident Timeless Purposeful Warm
Positions the Club as a distinguished institution with contemporary relevance. Elevated but not exclusive — the confidence of 125 years without the stuffiness.
Sample — Hero Headline
"Since 1899, The Woman's Club of South Pasadena has turned intention into action — and community into legacy."
Sample — Venue CTA
"A Craftsman landmark available for the moments that matter most. The South Pasadena Clubhouse — beautifully preserved, thoughtfully managed, unforgettable."
Sample — Donate Appeal
"Every contribution sustains a 125-year tradition of service. Your gift preserves the Clubhouse, funds local scholarships, and keeps our work in the community alive."
Words We Use · Words We Avoid
Use These
Legacy · Community · Historic · Welcoming · Gather · Celebrate · Serve · Preserve · Cherish · Tradition · Connection · Philanthropic · Gracious · Landmark · Vibrant
Avoid These
Exclusive · Elite · Members-only · Old-fashioned · Stuffy · Click here · Check it out · Amazing deals · Limited time offer · Revolutionary
06

Imagery & Patterns

Photography guidelines, Art Nouveau pattern system, and illustration style.

Photography Guidelines
Architecture & Venue
  • Warm, golden-hour light on the Clubhouse exterior
  • Interior shots emphasizing wood tones, stage, and architectural detail
  • Soft bokeh on floral arrangements during events
  • Always: candid, alive — never sterile or empty
  • Preferred edit: slightly warm tone, subtle desaturation to complement brand navy
People & Community
  • Candid connection — women laughing, engaged, in conversation
  • Diverse ages represented; never exclusively one generation
  • Event photography should feel celebratory and inclusive
  • Volunteer and service work: genuine moments, not posed
  • Avoid stock imagery where possible — authentic is always stronger
Botanical & Detail
  • Flowers: poppies, roses, peonies — echo the Art Nouveau aesthetic
  • Close-up texture shots: table linens, floral centrepieces, woodgrain
  • Muted, dusty tones preferred over saturated pop
  • Moody, golden editorial feel rather than bright commercial look
Color Treatment
  • Warm undertone: slightly amber-shifted, never cool/blue
  • Reduce saturation ~10-15% for brand cohesion
  • Shadows: deep, warm — never black or cold gray
  • Overlays: navy or warm cream at 30–50% opacity work well
  • Avoid: bright white backgrounds, clinical flat lighting
Art Nouveau Pattern System
Botanical Dark
Botanical Cream
Art Deco Grid
07

Social Media Guidelines

Consistent presence across platforms, maintaining Art Nouveau elegance in every format.

Platform Handles & Bio Guidelines
Instagram
@womansclubsp
Bio: Historic club, South Pasadena since 1899. Service · Community · Celebration. Book our Clubhouse ↓
Facebook
The Woman's Club of South Pasadena
/WomansClubSP
Category: Nonprofit Organization
Posting Cadence
2–3x/week Instagram. Events announced 2+ weeks ahead. Stories for day-of behind-the-scenes. Clubhouse: separate highlight reel.
08

Stationery & Applications

Brand applied across touchpoints — business cards, email signatures, event programs, and the website.

Business Cards
THE WOMAN'S CLUB
OF SOUTH PASADENA
Sarah Mitchell
President · Board of Directors
womansclubsp.com
1424 Fremont Ave, South Pasadena CA 91030
(626) 000-0000
Front — Dark Version
THE WOMAN'S CLUB
OF SOUTH PASADENA
Sarah Mitchell
President · Board of Directors
womansclubsp.com
1424 Fremont Ave, South Pasadena CA 91030
Front — Light Version
Email Signature
Sarah Mitchell
President · The Woman's Club of South Pasadena
womansclubsp.com · (626) 000-0000 · 1424 Fremont Ave, South Pasadena CA 91030
Est. 1899 · A 501(c)(3) Non-Profit Organization
Website Navigation Structure (Proposed)
Home
Hero · Stats · CTA splits · Events preview
About
History · Board · Mission · Values
Clubhouse
Gallery · Rates · Amenities · Book Now
Events
Calendar · Programs · RSVP
Join Us
Membership tiers · Application
Donate
Giving levels · Impact · Form
09

Usage Rules

What to always do, and what to never do — protecting the integrity of the brand across every application.

Always Do
✓
Use only the approved color palette. Navy, rose, gold, cream, and sage are the full system — no improvised colors.
✓
Maintain generous clear space around the logo — minimum equal to the height of the "W" in the wordmark on all sides.
✓
Use Josefin Sans for all caps/display text and UI, Cormorant Garamond for headlines, Lora for body text.
✓
Apply generous letter-spacing (+3px to +6px) to all Josefin Sans uppercase text.
✓
Keep the Clubhouse sub-brand visually connected to the parent — shared palette, shared font system.
✓
Apply warm color grading to all photography — consistent with the brand palette's warm undertone.
✓
Use Art Nouveau botanical motifs, thin lines, and ornamental elements as supporting decoration.
Never Do
✗
Do not stretch, skew, rotate, or distort the logo in any direction.
✗
Do not place the logo on a busy photographic background without a clean overlay or container.
✗
Do not use the rose or gold colors as large background fills — they are accent colors, not primary backgrounds.
✗
Do not use the Clubhouse logo in place of the Woman's Club logo, or vice versa, outside their intended contexts.
✗
Do not use drop shadows, gradient fills, or outer glows on the logo.
✗
Do not use bright, saturated photography. The brand palette is muted and warm — avoid cool blues and clinical whites.
✗
Do not use the logo at sizes smaller than 120px wide in digital, or 1 inch wide in print.
File Naming Convention
Logo Files
WCSP_logo_dark.svg
WCSP_logo_light.svg
WCSP_logo_dark.png
SPCH_logo_dark.svg
SPCH_logo_light.svg
Format Guide
SVG — Preferred for web and digital use
PNG @2x — Social media and presentations
PDF — Print applications and stationery
EPS — Large format and signage