Open-air. Since 1960.
The Northside brand book.
Our logo. Our colors. Our words. All the rules, in plain English.
Ten short chapters. Just keep scrolling down.
What Northside is
An open-air shopping center in Miami. Open since 1960.
0
Every year since.
0+
Shops and stalls.
0 min
One block. Flat.
Park once
One lot. One walk.
Walk in the shade
Covered the whole way.
Get what you need
Food, cuts, phones, gym.
Our people
Neighbors. Plain talk.
The big stores
- Presidente Supermarket
- dd's DISCOUNTS
- Planet Fitness
- Walgreens
- The Village Flea Market
What this book is for
- One set of rules for every sign and screen.
- Real photos of this place. Always.
- No fancy mall talk.
- No stock photos. No yellow.
Our logo
A navy star. A blue sun. One orange dot in the middle.
The star
Points north.
The sun
Miami sun. Open air.
The arch
Our old roof line.
The dot
The people in the middle.
Keep it big. Keep space around it.
28px — the smallest ever
20px — too small
Leave empty space around the logo, as wide as the star itself.
Never do this
No stretching
No turning
No shadows
No busy photo
Our colors
Navy for words. Blue for arrows. Orange for one action. No yellow, ever.
Navy
All titles and text.
Dark navy
Dark panels and signs.
Light blue
Arrows and lines only.
Text blue
When blue text is needed.
Orange
The logo dot and badges.
Button orange
Buttons and deal tags.
Yellow is banned
Can you read it?
Navy on light grey
Great for text.
White on dark navy
Great for dark signs.
White on orange
Only on buttons.
Light blue on light grey
Never for text.
A green bar means the text is easy to read. A red bar means never use it for words.
The color rules
- Navy for words.
- Only one orange thing per screen.
- No yellow. No gold.
- No small light-blue text.
Our text
One font: Helvetica. Four sizes only. Nothing smaller than this line.
The four sizes
Open since 1960
38 pixels
60+ stores, one block
28 pixels
Park once. Walk in the shade.
19 pixels
GET DIRECTIONS
16 pixels
Read it in three steps
60+ stores. One block.
2Open 9am to 8pm. 7900 NW 27th Ave.
3Get directionsThe title
What it is. Plain words.
The facts
Hours. Address.
The action
One orange button.
Our photos
Every photo is taken here. Real stores. Real people. Never stock photos.
Keep this one. Throw that one out.
Use this
Throw out- Open walkways and real store fronts.
- Bright Miami sun. Sharp and clean.
- No blurry or tilted photos.
- No heavy filters. No fake stores.
One way for each kind of store
Storefronts
Show the real entrance and walkway.
Flea stalls
Show the goods and the sign.
Property routes
Show how people move through the property.
Food
Real products in available light.
Parking
The real lot, signs and storefronts.
The building
Roof, columns, the 1960 look.
- Ask before you photograph a person.
- Show people working and shopping.
- No photos of kids' faces.
- No trash. No closed shutters.
Three shapes from the logo
The star, the arch, the dot. Use them plain. Never turn or stretch them.
Where you see us
Six places. One voice. We always say what is here, when it opens, and how to get here.
Presidente Supermarket · open until 8pm
Foot Locker · open until 8pm
Xcellent Cutz · open until 8pm
Start with the search box.
Market day. 60+ stalls. Open today.
Start with a real photo.
NORTHSIDE
→
Enter here
Start with the logo and one arrow.
Deals this week
Presidente Supermarket · fresh food daily
See dealsTitle, photo, one orange button.
One line. One link. Nothing else.
Say this, not that
✓ Open today until 8pm.
✕ Your luxury shopping paradise.
✓ Presidente is on the north end.
✕ An exclusive retail destination.
✓ Flea market: 60+ stalls.
✕ Reimagining the future of retail.
The stores
We group stores by what people come for. 32 listings in six groups.
Clothes & shoes
6 places
- dd's DISCOUNTS
- Rainbow
- Foot Locker
- Citi Trends
Food & grocery
4 places
- Presidente Supermarket
- Snapper Fish & Chicken
- Papi's Café
Health & gym
5 places
- Walgreens
- Planet Fitness
- Northside Dental Care
Barbers & beauty
4 places
- Xcellent Cutz
- Hair braiding stalls
- Beauty supply
Phones & services
5 places
- Boost Mobile
- Metro by T-Mobile
- Phone repair
The flea market
8 places
- Streetwear stalls
- Jewelry
- Handbags
- Perfume
How many in each group
Clothes & shoes
Food & grocery
Health & gym
Barbers & beauty
Phones & services
The flea market
Ads and store cards
Every ad and every store card is built the same way. Same parts, same order.
The parts of an ad
60+ stores. One block.
7900 NW 27th Ave · Miami FL
Flea market open daily
The title
Six words. Bold.
The address
Always show it.
The photo
A real photo of this place.
The QR code
It opens the map.
The button
One orange button.
The store card
Xcellent Cutz Barbershop
Barbers & beauty · south walkway
Green word. Never color alone.
Xcellent Cutz Barbershop
Barbers & beauty · south walkway
Faded and it says Closed.
Xcellent Cutz Barbershop
Barbers & beauty · south walkway
One orange badge only.
The card is always the same size. Only the words and the badge change.
Buttons big enough for any finger
48px tall — good
32px tall — too small
Signs in the real world
The sign on the street and the phone in your hand must say the same thing.
The street sign
NORTHSIDE
Shopping Centre
Presidente Supermarket
The Village Flea Market
Planet Fitness
Walgreens
Enter here
The sign is 3.2m tall. The letters are 90mm, so you read them from the road.
What the signs are made of
Street sign
Aluminum. Dark navy.
Walkway panel
Navy face, white text.
Store sign
Navy with a blue edge.
Deal tag
Orange with white text.
Map board
Light base, blue routes.
Paper
Plain paper. No shine.
- Letters on street signs: 90mm tall.
- Blue light only.
- No gold or brass.
- No shiny paper.
Street and screen say the same thing
How we talk
Short lines. Real facts. Plain words. If it sounds like any other mall, cut it.
Words we use
- stores
- flea market
- hours
- open today
- parking
- directions
- since 1960
- neighbors
Words we ban
- luxury
- exclusive
- paradise
- iconic
- curated
- premium
- reimagined
Fix the line
An exclusive shopping destination
60+ stores and a flea market
Curated dining experiences
Fish, chicken and coffee
A tropical paradise of retail
Open-air since 1960. Free parking.
Easy for everyone to read
- Text never smaller than 16px.
- Every photo gets a description.
- Buttons at least 48px tall.
- No important words inside a photo.
- No color alone. Write the word too.
- No ALL CAPS sentences.
Real photos. Real stores. Real hours. And no yellow.