01 — Brand Architecture

One parent. Three expressions. Teal anchors the family — it’s the Gulf Coast, the airwaves, the common thread. Purple claims Fogartyville’s arts identity. All three sub-brands share the same typographic bones and birch Americana soul.

The umbrella. All sub-brands live under this identity. Teal is predominant — it reads as Gulf water, open air, and broadcast signal. Yellow and tomato are the screen-print energy that runs across every event, every poster, every moment of life in the space. Birch anchors the physical.

TEAL · YELLOW · TOMATO · BIRCH

Gulf Dusk violet owns this identity — it should always be the dominant presence. Tomato and yellow appear as sharp accent sparks: a single headline, a live tag, a date. Purple in quantity, red and yellow used sparingly.

VIOLET LEADS · RED + YELLOW ACCENT

Community Radio · 96.5 FM

Teal on black is the broadcast mode — with the warmth of birch grain underneath. Tomato for urgent/live callouts. Yellow for headlines. The studio’s physical material anchoring the signal.

TEAL · TOMATO · YELLOW · BIRCH

Gulf Deep gives the news identity a deeper, more serious teal — distinct from the parent brand’s mid-teal. Yellow headlines cut through with warmth. No blue in this system.

TEAL · GULF DEEP · YELLOW

02 — Full Color System

Screen-Print Power Colors — Cross-Brand Energy

Tomato Red
#E8391C
LIVE · BOLD · ALL BRANDS · EVENTS · URGENCY

Cuts through every background. Use for event callouts, live signals, poster headlines. Pairs with yellow, black, cream, and violet.

Ink Yellow
#F5C900
POP · WARMTH · ALL BRANDS · HEADLINES · JOY

The brightest thing in the room. Hero text, highlight bars, poster accents. On black it’s electric. On tomato it’s a classic. On birch it glows like afternoon sun.

INK
YELLOW

HOT
PAIR

LIVE
SHOW

ON
AIR

FREE
ALL

ARTS
NIGHT

WOOD
PRINT

SOLD
OUT

WSLR Family — Teal Range

The Grassroots Root

Teal is the color of the Gulf — the water that runs along Sarasota’s edge and connects the community to something bigger. It carries the weight of volunteer labor, listener support, and a station built from the ground up by people who believed in independent media. It’s not corporate blue. It’s alive, warm, and belongs to this place.

The ZeyZey Charge

The ZeyZey identity taught us that color should feel like it’s about to spill off the page — vibrant, almost uncomfortable, confrontational in the best way. Teal earns its place in this system because at full saturation it hits like a tropical signal: electric, urgent, impossible to ignore. It’s not a safe green. It’s the green of something growing fast and loud in the Florida heat.

Gulf Deep#007A68Anchor · News · Headers

WSLR Teal#00A98FPrimary · Dominant

Seafoam#7FDECETint · Accents

Gulf Mist#D4F3EEBackground wash

Fogartyville — Violet Range

Gulf Dusk#352080Dominant · Fogartyville

Dusk Mid#7B52C2Secondary · Body

Wisteria#C4A8E8Tint · Accents

Lavender Mist#EDE0FFBackground wash

Birch Studio + Neutrals + Gulf Sand

Birch Blonde#EDE5D0Studio · Texture

Birch Sand#D4C4A0Warm Mid Tone

Birch Amber#A0896ABorder · Accent

Lenticel#3D2B1FDark Detail

Gulf Sand#E8D5A8Warm neutral

Pressroom Blk#0D0C0APrimary Dark

Aged Cream#F4EFE4Page · Paper

03a — Fogartyville Logo

The guitar silhouette is the mark. FOGARTYVILLE spans its full width — body to headstock. Use the logo name only; never add a subtitle below the mark.

Primary — Wisteria on Gulf Dusk

Wisteria on Black

Violet on Cream

Violet on Birch

Cream on Tomato

DON’T

Place on teal backgrounds — teal belongs to WSLR, not Fogartyville. Don’t add a subtitle below the guitar mark. Don’t place on busy photographic backgrounds where the silhouette is lost.

03b — Fogartyville Identity

Sarasota’s Favorite Listening Room

Fogartyville Color Combos — Purple Leads

DefaultARTS
NIGHT

Violet + WisteriaLIVE
MUSIC

Mid VioletOPEN
MIC

WisteriaSHOW
TIME

Pale VioletFREE
SHOW

On CreamON
STAGE

+ Red AccentDOORS ●
OPEN

+ Yellow AccentSOLD ★
OUT

Rule: Any Fogartyville piece should be 70%+ violet. Tomato and yellow appear as single hits — a date, a word, a live indicator — never as background fills competing with the purple.

04 — Community Radio & News

● ON AIR

Community Radio · 96.5 FM · Sarasota, FL

Teal on black is the broadcast mode — with birch grain underneath. Tomato for urgent/live callouts. Yellow for headlines. The studio’s physical material anchoring the signal.

LOCAL NEWS · SARASOTA

Community Journalism · Suncoast

Gulf Deep gives the news identity a deeper, more serious teal — distinct from the parent brand’s mid-teal. Yellow headlines cut through with warmth. No blue in this system.

Radio Combos

On AirON
AIR

BreakingLIVE
NOW

Yellow HitNEW
SHOW

Birch + Black
96.5
FM

News Combos

Gulf DeepWSLR
NEWS

On TealLOCAL
NEWS

Yellow LeadREPORT

On BlackSARASOTA
TODAY

05 — Birch Wood · Studio Americana

The birch furniture of the studio is the physical identity. It connects the digital vibrancy to a real, handmade, rooted place. Used as texture, it recalls Florida vernacular craft — the woodshop, the screen-print workshop, the roadside sign.

FOGARTYVILLE
SARASOTA · COMMUNITY MEDIA & ARTS

WSLR 96.5 FM
COMMUNITY MEDIA
OLD FLORIDA

Brand Colors Printed on Birch

TEAL

VIOLET

TOMATO

NATURAL

06 — Typography System

Display · 9 Weights
Big Shoulders Display — The Primary Voice of the Brand

This is the brand’s primary display face across all sub-brands and weights. The full weight range creates the tension between heavy and thin that drives the screen-print system — run them in the same layout and they fight beautifully. The WSLR Media & Arts Center lockup uses this contrast deliberately: WSLR at 900, Media & Arts Center at 300.

100
WSLR MEDIA & ARTS
Hairline

300
Media & Arts Center
← Used in WSLR lockup subtitle

400
COMMUNITY RADIO
Regular

600
SARASOTA FL
SemiBold

700
FOGARTYVILLE
Bold

800
ON AIR NOW
ExtraBold

900
WSLR
← Used in WSLR lockup mark

WSLR

Media & Arts Center

900 weight
300 weight
Same family

Condensed
Barlow Condensed — Sharp Contemporary Edge

FOGARTYVILLE
ARTS & MEDIA

Subheadings, event subtitles, callouts, descriptor lines · Especially strong in Fogartyville violet · Bridges old and new · Never use italic in body copy — italic here is structural, not decorative

Body
Libre Baskerville — Editorial Anchor

Broadcasting the voices that matter. Rooted in Sarasota, grown from the community — programs, arts, journalism, live music, and the irreplaceable warmth of 96.5 FM.

Long-form copy, program notes, donor letters, news articles · The analog warmth underneath all the vibrancy · Use italic for lead paragraphs, roman for body text

Utility
DM Sans — Utility · Metadata · Labels

WSLR 96.5 FM · Doors 8PM · Cover $12 · All Ages
Fogartyville · 2565 Fruitville Rd · Sarasota FL 34237
Program Guide · Community Supported Since 2005

Ticket info, addresses, schedules, captions, UI labels · Clean and readable at every size without fighting the display faces · The workhorse of the system

07 — Design Principles

Teal Unifies

No matter which sub-brand you’re in, teal is the family DNA. Even Fogartyville — dominated by violet — shows teal as an accent. It’s the signal thread running through everything.

Violet Owns Fogartyville

Any Fogartyville piece should be 70%+ violet. Gulf Dusk is the dominant presence — it should feel purple first, always. Tomato and yellow are single-hit accents: one live indicator, one headline word, one date. Never full backgrounds competing with purple.

Birch Grounds It All

The studio furniture is part of the brand. Every digital composition should feel like it could be printed on birch plank or painted on a studio wall. Ask: does this feel handmade and local?

Old Florida First

Sarasota isn’t Miami or Orlando. The references here are Gulf sunsets, roadside Americana, screen-print shop walls, and community notice boards — not corporate Florida.

Principle of Restriction

Pick 2 colors per piece. Pick 2 typefaces. Let them clash interestingly. The best WSLR pieces will feel like they were made in a workshop with limited resources — not infinite digital options.

Flex the System

The brand should handle a Friday jazz night AND a community news bulletin without breaking. Consistency comes from the color architecture and type system — not from sameness of layout.

Board Meetings	Programmer Committee
2nd Monday of the month at 6pm	1st Monday of the month at 6pm

WSLR
MEDIA &
ARTS CTR

WSLR+Fogartyville

Double Your Impact on Giving Challenge Day for WSLR!

Make your donation to WSLR+Fogartyville for the Giving Challenge.

Your individual gift ($25 – $100) gets matched dollar for dollar. We’ll call you April 15th to complete your donation.