Visual Identity Standards November 2012

Transcription

1 Visual Identity Standards November 2012 Prepared by:

2 NOVEMBER 2012

3 Table of Contents 1.0 Introduction Using This Manual Visual Identity Development The Duncan Identity Brandmark Architecture The Promotional Brandmark The Corporate Brandmark Brandmark Standards Colour Standards Colour Variations Typeface Standards Size & Spacing Standards Improper Usage Brand Applications Business Card Generic Letterhead Mayoral Letterhead Fax Transmittal Press Release Independant Press Release Shared Employment Contract Request for Proposal Cover Using the City Armorial Fleet Identification Marketing Graphics Usage Additional Information Brandmark File Formats Trademark Ownership Contact Information CITY OF DUNCAN VISUAL IDENTITY STANDARDS

4 1.0 Introduction 1.1 Using This Manual This manual governs how the Duncan brandmark is applied and confirms approved colour palettes, typefaces, page layouts and other such methods of maintaining visual continuity and brand recognition across all physical manifestations of the visual identity. Council, committees, City of Duncan departments, boards, and commissions are responsible for ensuring all their visual communications are in compliance with the Visual Identity Standards to enhance the corporate brand. 1.3 The Duncan Identity The Duncan brandmark is inspired by the City s valley setting, and uses the City Hall clocktower as an iconic centerpiece. The shades of green represent the colours of the landscape as well as the colours of the building spire. The stylized line graphics are inspired by first nations artwork, and the uppercase letters are reminiscent of monumental letterforms inscribed into stone. 1.2 Visual Identity Development WHAT IS A VISUAL IDENTITY? The City of Duncan s visual identity is greater than its logo or tagline; it expresses the sum of the municipality s positive qualities. The brand will provide the City with a signature, akin to a personal signature. Just as a personal signature validates documents, a brandmark provides significance and recognition to municipal items. WHY DO WE NEED A BRANDMARK? Brandmarks or logos are now the visual identifiers of municipal entities. It is a Municipal symbol for residents, visitors and stakeholders, and contributes to its image and reputation. THE BENEFITS OF A CONSISTENT BRAND Careful management of the brandmark is critical to ensure corporate professionalism and recognizability to residents, communities, stakeholders, and other interested external parties. This application is important to effectively communicate Duncan s overarching essence and qualities. 4 NOVEMBER 2012

5 2.0 Brandmark Architecture 2.1 The Promotional Brandmark Published information about the City of Duncan, whether in print or electronic form, is considered promotional material. All media, with the exception of corporate items, must use the promotional version of the brandmark as a visual identifier. Acceptable Applications Business Cards Fax Transmittal Generic Letterhead Staff Reports Press Releases Marketing Products Municipal Vehicles Identity and Directional Signage Website Duncan Promotional Brandmark 2.2 The Corporate Brandmark A separate full-colour version of the brandmark has been created for use on specialty corporate items. It is designed to identify the City at the internal level. This version of the brandmark should not be used on Promotional identity materials. Acceptable Applications Mayoral Letterhead Policy & Procedure Covers Annual Report Covers Permit Documents Request for Proposal Covers Employment Contracts Job Postings Safety Reports Regulatory Signage Duncan Corporate Brandmark CITY OF DUNCAN VISUAL IDENTITY STANDARDS 5

6 3.0 Brandmark Standards 3.1 Colour Standards Colour is a key element of a visual identity, and colour must be reproduced consistantly to preserve the strength of the brand. The Duncan brandmark can be reproduced only in the colours listed on the right. PMS 7473 C CMYK RGB WEB 00968F PMS 484 C CMYK RGB WEB AD3624 PMS Black C CMYK RGB WEB C1 C2 C3 3.2 Colour Variations Different versions of the brandmark are available to use depending on the application. The Corporate version and the Promotional version share the same colour variations. C1 C2 C3 C1 40% tint C1 70% tint FULL COLOUR LOGO The preferred standard to be used on all promotional materials and applications. ONE COLOUR LOGO To be used when full colour is not available or unsuitable. ONE COLOUR LOGO BLACK To be used when only black and white reproduction is available. ONE COLOUR LOGO WHITE (REVERSED OUT) To be used on solid black or dark backgrounds. 6 NOVEMBER 2012

7 3.3 Typeface Standards The typeface standards have been divided into two categories: graphic design, and staff use. Graphic designers typically have a specialized palette of tools and software programs at their disposal. As such, they have access to a greater range of fonts sets that are not included with standard word processing software used by office staff. For this reason, a separate, more common font set is specified for use on internal electronic templates. Detailed application standards of both font families are outlined in Section 4. Consistent application of these typographic guidelines will help ensure that the branding program is maintained. FONT SET 1: GRAPHIC DESIGN The font sets for graphic designers are Scala Sans and Minion Pro. Scala Sans is a humanist sans-serif typeface designed by Dutch designer Martin Majoor. It is available with true small capitals, lining and non-lining (old style figures) and many ligatures. It is a versatile font recommended for a variety of uses. Minion Pro is a serif typeface designed by Robert Slimbach. It exhibits the aesthetic and functional qualities that make text type highly readable, and should be used for headers, subheads, or lengthy amounts of body text. Rubicon is the typeface used for the Duncan wordmark. It is a all-caps font without any additional weights, so it is not recommended for regular text use. It may be used as a graphic element in professionnally designed materials, at the discretion of the Town. Scala Sans Regular ABCDEFGHIJKL nopqrstuvwxyz Minion Pro Regular ABCDEFGHIJKL nopqrstuvwxyz Rubicon abcdefghijkl Scala Sans Italic ABCDEFGHIJKL nopqrstuvwxyz Scala Sans Italic ABCDEFGHIJKL nopqrstuvwxyz FONT SET 2: STAFF USE The font sets for office staff are Calibri and Georgia. Calibri is readily available in most software and hardware installations. It is to be used for headlines, sub-headlines, captions, and diagram or chart labels on communications materials produced by staff. Calibri Regular ABCDEFGHIJKL nopqrstuvwxyz Calibri Italic ABCDEFGHIJKL nopqrstuvwxyz Georgia is widely available and is typically supplied as a standard font for both Macintosh and PC environments. It should be used for body text on communications materials produced by staff. Note: This is not a comprehensive list of acceptable font weights (i.e. regular, italic, bold, etc.). Font weights should be selected to suit the desired message. Georgia Regular ABCDEFGHIJKL nopqrstuvwxyz Georgia Italic ABCDEFGHIJKL nopqrstuvwxyz CITY OF DUNCAN VISUAL IDENTITY STANDARDS 7

8 3.4 Size & Spacing Standards MINIMUM PRINTED SIZE The minimum printed size for each of the Duncan brandmarks is 1 inch wide at 300 dpi. Please note that larger sizes are preferable and legibility should always be the determining factor. 1 inch 1 inch CLEAR SPACE Each brandmark should have a clear buffer zone around it at all times to ensure that visual impact is not compromised. A minimum space equal to the proportional height of the letter D in the wordmark must be established on all sides when in proximity to other graphic elements. Recommended clear space = Height of letter D 8 NOVEMBER 2012

9 3.5 Improper Usage As a general rule the brandmarks should never be altered or recreated in any way. The following are examples of misuse. DO NOT condense or stretch the brandmarks. DO NOT reproduce the brandmarks in any colours other than those specified within these guidelines. DO NOT rotate the brandmarks. DO NOT alter the font or replace the wording in the brandmarks. DUNCAN DO NOT change the orientation or appearance of the graphic elements within the brandmarks. DO NOT reproduce the brandmarks on backgrounds that impede legibility, such as complex textures or photographs. Whenever possible a white background should be used. Other solid colour backgrounds are acceptable if white is not possible. CITY OF DUNCAN VISUAL IDENTITY STANDARDS 9

10 4.0 Brandmark Applications A variety of stationery and marketing applications are detailed in this section. They include offset printed products such as letterhead and business cards, as well as electronic templates for standard internal and external communications products. Each of these follow standard design configurations allowing suppliers and personnel to add appropriate information without the need of creating new design formats. Guidelines detailing the specifications for each item are provided throughout this section. May 16 th, 2012 Mr. Bob Roberts 120 Smith Street Canada A1B 2C3 JANE DOE Operations Manager 200 Craig Street, Duncan, b.c. v9l 1w3 t: f: janedoe@duncan.ca Dear Mr. Roberts, Ipsum dolor sit amet consectetuer adipiscing elit sed diam nonummy nibh Regards, Jane Doe CITY OF TOTEMS 200 Craig Street, Duncan, b.c. v9l 1w3 t: (250) f: (250) DUNCAN COWICHAN JUNE 29-AUGUST 6, 2012 DOWNTOWN DUNCAN BC THE 39 DAYS OF JULY! Your guide to 39 days of entertainment and special events for this year s festival Some Highlights: Canada Day Beach Volleyball Duncan Daze - Grande Parade - Children s Day The City of Duncan Centennial Celebrations Elder s Day - Intercultural Day - Farmer s Markets Duncan s Got Talent - Zombies All Things Green Day and non-stop entertainmentt throughout the entire 39 days of July! 10 NOVEMBER 2012

11 4.1 Business Card Business cards for the City of Duncan are to be printed by professional printers. It is recommended that professional graphic designers are consulted for any changes to the design. The Duncan business card is standard size (3.5 x 2 inches) and is double-sided. Promotional Brandmark Full Colour Scala Sans Bold 9pt Scala Sans Italic 7pt Scala Sans Regular 7pt Scala Sans Bold 7pt JANE DOE Operations Manager 200 Craig Street, Duncan, b.c. v9l 1w3 t: f: janedoe@duncan.ca FRONT Promotional Brandmark White, 50% opacity BACK The images shown here are actual size (3.5" x 2"). CITY OF DUNCAN VISUAL IDENTITY STANDARDS 11

12 4.2 Generic Letterhead Letterhead templates are to be printed by professional printers. It is recommended that professional graphic designers are consulted for any changes to the design. This version of the letterhead is to be used by Municipal employees for internal communications. For all Mayoral communications, use letterhead template 4.3. Promotional Brandmark Full colour Calibri Bold 11pt Calibri Regular 11pt, single spacing May 16 th, 2012 Mr. Bob Roberts 120 Smith Street Canada A1B 2C3 Calibri Bold 11pt Dear Mr. Roberts, Ipsum dolor sit amet consectetuer adipiscing elit sed diam nonummy nibh Calibri Regular 11pt, single spacing Regards, Calibri Bold 11pt Calibri Italic 9pt Jane Doe Scala Sans Black 11pt NOTE: The City of Totems footer may only be used on stationery items that feature the Promotional Brandmark in the header. CITY OF TOTEMS 200 Craig Street, Duncan, b.c. v9l 1w3 t: (250) f: (250) Scala Sans Regular 8pt The image shown here is 65% actual size (8.5" x 11"). 12 NOVEMBER 2012

13 4.3 Mayoral Letterhead Letterhead templates are to be printed by professional printers. It is recommended that professional graphic designers are consulted for any changes to the design. This version of the letterhead is to be used for Mayoral communications only. For all other communications, use letterhead template 4.2. Corporate Brandmark Full colour Calibri Bold 11pt Calibri Regular 11pt, single spacing May 16 th, 2012 Mr. Bob Roberts 120 Smith Street Canada A1B 2C3 Calibri Bold 11pt Dear Mr. Roberts, Ipsum dolor sit amet consectetuer adipiscing elit sed diam nonummy nibh Calibri Regular 11pt, single spacing Regards, Calibri Bold 11pt Calibri Italic 9pt Jane Doe Scala Sans Regular 8pt 200 Craig Street, Duncan, b.c. v9l 1w3 t: (250) f: (250) The image shown here is 65% actual size (8.5" x 11"). CITY OF DUNCAN VISUAL IDENTITY STANDARDS 13

14 4.4 Fax Transmittal This template is to be used by Municipal employees for all fax transmittals. Promotional Brandmark Black and White Calibri Regular 18pt Calibri Bold 11pt 1.5 line spacing Calibri Regular 11pt single spacing Calibri Regular 11pt single spacing Calibri Bold 12pt NOTE: The City of Totems footer may only be used on stationery items that feature the Promotional Brandmark in the header. Calibri Regular 8pt The image shown here is 65% actual size (8.5" x 11"). 14 NOVEMBER 2012

15 4.5 Press Release Independant This template should be used for independant press releases whereby Duncan is the sole administrator and other parties are not associated with the release. If other parties are involved who require their brandmark to be shown in the masthead, refer to template 4.6. Promotional Brandmark Full colour Calibri Bold 14pt Calibri Bold 18pt Calibri Regular 11pt Calibri Bold 12pt NOTE: The City of Totems footer may only be used on stationery items that feature the Promotional Brandmark in the header. Calibri Regular 8pt The image shown here is 65% actual size (8.5" x 11"). CITY OF DUNCAN VISUAL IDENTITY STANDARDS 15

16 4.6 Press Release Shared These header layouts should be used for shared press releases where other parties require their brandmark to be shown in the masthead. Each brandmark should fit proportionally within the bounding box to allow for equal visual representation. 16 NOVEMBER 2012

17 4.7 Employment Contract This template is to be used for employment contracts. Content (i.e. headers, titles, and body copy) should be adapted to suit the needs of the contract. Corporate Brandmark Full colour Calibri Bold 14pt Calibri Bold 14pt Calibri Regular 11pt Calibri Regular 11pt Calibri Regular 8pt The image shown here is 65% actual size (8.5" x 11"). CITY OF DUNCAN VISUAL IDENTITY STANDARDS 17

18 4.8 Request for Proposals Cover This template is to be used by Municipal employees for all RFP covers. Corporate Brandmark Full colour Calibri Bold 14pt Calibri Bold 14pt Calibri Regular 11pt Calibri Regular 24pt Calibri Regular 11pt The image shown here is 65% actual size (8.5" x 11"). 18 NOVEMBER 2012

19 4.9 Using the City Armorial For any communications that use only the City Armorial (and do not use the Duncan brandmark), the Armorial should be centered on the page and located in the masthead in place of the brandmark. Fonts and formatting should be consistent with brand guidelines. An example is shown below. Use of the Armorial is at the discretion of the City. City Armorial Black and White or Colour Calibri Regular 18pt Calibri Bold 11pt 1.5 line spacing Calibri Regular 11pt single spacing Calibri Regular 11pt single spacing Calibri Regular 8pt The image shown here is 65% actual size (8.5" x 11"). CITY OF DUNCAN VISUAL IDENTITY STANDARDS 19

20 4.10 Fleet Identification Visual identifiers should be consistently applied to all Duncan Municipal vehicles, as illustrated in the following examples. In all vehicle types, the full colour Promotional brandmark should be applied to both the driver and passenger doors. To prevent cropping and ensure visibility, it should be placed below the door handles as specified. The brandmark is sized consistently for all vehicle types, however there may be instances where space is not adequate or larger applications are desired. In such cases the brandmark can resized so long as the recommended clear space is maintained around it, as shown to the right. Each vehicle has a unique vehicle identification number, which is placed on the front body panel above the trim line. It is placed on both sides of vehicle, as well as the right side of the trunk, tailgate, panel door or hatchback, directly above the tail lights. It appears in PMS Black C. Door Brandmark = 31 w x 12 h 01 Vehicle Identification Number = 280pt Scala Sans Bold VEHICLE EXAMPLE 1 02 VEHICLE EXAMPLE NOVEMBER 2012

21 4.11 Marketing Graphics Usage Other organizations may use the Duncan Brandmark but only when written permission is obtained from the City of Duncan. All applications must include a graphic rendering and description of the intended use, and must agree to comply with the standards outlined in this manual. AUDIENCE OR SPECIAL EVENT-SPECIFIC PUBLICATIONS Audience or special event-specific products are marketing tools that are used to promote sanctioned City programs or events. An example of a special event specific product could include a pamphlet advertising a City-sponsored summer festival (see example at right). These products do not require the use of the Duncan colour palette or font sets. Designers are free to choose colours and fonts that are appropriate to the theme and audience. Reproduction of the Duncan brandmark, however, must comply with the standards outlined in this manual. DUNCAN COWICHAN SANCTIONED COMMUNITY PARTNERSHIPS When using the Duncan brandmark to identify partnerships, it should be formated as follows: Align partnership message with left edge of brandmark and ensure minimum clear space is maintained. In partnership with: JUNE 29-AUGUST 6, 2012 DOWNTOWN DUNCAN BC THE 39 DAYS OF JULY! Your guide to 39 days of entertainment and special events for this year s festival Some Highlights: Canada Day Beach Volleyball Duncan Daze - Grande Parade - Children s Day The City of Duncan Centennial Celebrations Elder s Day - Intercultural Day - Farmer s Markets Duncan s Got Talent - Zombies All Things Green Day and non-stop entertainmentt throughout the entire 39 days of July! Minimum clear space and print size is maintained. Event-specific product sample featuring Duncan brandmark. CITY OF DUNCAN VISUAL IDENTITY STANDARDS 21

22 5.0 Additional Information 5.1 Brandmark File Formats The brandmark is available in the following file formats: VECTOR ARTWORK (Ai or EPS file) This format is ideal for printing because it will print very crisply even when resized. If resizing the vector version of the brandmark, always drag from the corner rather than the side or top. This will resize the brandmark proportionally. Resizing from the sides or top will distort the brandmark, which is not permitted. RASTER ARTWORK (TIFF, JPEG, OR PNG FILE) The 300 DPI (high resolution) versions should be used for print. The 72 DPI (low resolution) versions should be used for web or screen applications. Be careful not to enlarge a raster image as the image will become pixelated. 5.2 Trademark Ownership The Duncan brandmarks are the property of the City of Duncan. Any reproduction of the brandmarks, other than for specified municipal use, licensed programs of the City of Duncan, or without the City of Duncan s expressed written permission, is strictly prohibited. 5.3 Contact Information Virtually all items shown in the Visual Identity Standards exist in electronic form and are ready for use as artwork. Contact the Director of Corporate Services for electronic copies of the brandmark and its supporting identity elements, or for electronic document templates. Director of Corporate Services 200 Craig Street Duncan, BC V9L 1W3 Phone: Fax: duncan@duncan.ca 22 NOVEMBER 2012

23 APPROVAL DATE: February 18, 2013 DATE REVISED: MINUTE BOOK: RESO NUMBER: R Purpose: CITY OF TOTEMS TAGLINE USAGE To assist service groups, non-profits, artists, or anyone requesting to use the City of Duncan s tagline, City of Totems. The suggested fonts to use are Rage Italic (at -25 kerning) and Monotype Corsiva. (Shown Below) It is not mandatory that these fonts are used. These are widely available script fonts that have been approved. Should someone wish to use a different font, it will be approved on a case by case basis. Council Policy Tagline City of Totems

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