Graphics Standards Manual

Transcription

1 Graphics Standards Manual October 2007

2 City Manager s Message October 2007 The organization-wide identity graphic represents the City of Lawrence as the entire municipal government, as well as its departments. An identity graphic is an important tool in an organization. The symbol represents the people, programs, and services provided as well as the organization s reputation. When an identity is properly deployed, the results can be lasting and powerful crystallizing thought, clarifying message and increasing value. Identity graphics rarely change because over time name and image recognition are achieved. Such recognition is highly valued; therefore it is imperative that we use these graphics according to the design guidelines. This manual outlines those guidelines, detailing color, size, and font requirements in order for our chosen symbol to accurately and consistently represent the City of Lawrence in all of the many ways we use it. David Corliss, City Manager

3 Identity Elements The City of Lawrence s identifying graphic has two elements: symbol and logotype. Our symbol The symbol is two shapes in one. The Phoenix rising from up the ashes, and the image of a flame, an important element from Lawrence s fiery history. Our logotype The type for each department is bold and recognizable, resting under the words City of Lawrence. The logotype for City of Lawrence, is an elegant, yet practical serif font.

4 Colors The City of Lawrence identity graphic can be used in two varieties: one-color design and a black & white design One-color Design The one color design is used whenever the printed piece is executed in only one color, that color being PMS The typography is printed in 100% PMS Use this design when the overall design is executed better with one color instead of black and white. Black & White Design The black & white design is used whenever the printed piece is being executed in only one color, that color being black, or when the overall design is executed in black plus a color other than the PMS blue. Background Colors The identity graphic must be displayed on white or near-white backgrounds, so that its appearance reflects the PMS colors. If using a background color other than white, the identity graphic should be in black ink only. When used on a dark background, the identity graphic should be white.

5 Usage Guidelines The City of Lawrence identity graphic can be used in two varieties: one-color design and a black & white design Use as a Whole The identity graphic should not separated, broken down in parts, or combined with other imagery. Use of the identity graphic is confined to use of the specific, approved identity without alteration. Use of the identity graphic should adhere to these Usage Guidelines. Any variation should be approved in advance by the City Manager s Office. Applications Use of the identity graphic is acceptable for the following types of applications: Print all facets of print including advertising, business cards, memos, stationary cards, internal and external newsletters, Web, Signage, Directional, Architectural, Vehicle, Clothing. Background Colors The identity graphic must be displayed on white or near-white backgrounds, so that its appearance reflects the PMS colors. If using a background color other than white, the identity graphic should be in black ink only. When used on a dark background, the identity graphic should be white. Fonts Fonts recommended for use with materials that best compliment the identity, leading, size relationships, justification, etc., are as follows. Print: Arial, Century, Century Old Style, Helvetica, Tahoma, Times New Roman. Web: Arial, Helvetica, Times or the closest usable font Size Recommended minimum size of the identity graphic is no less than 1 in width. When resizing the identity, remember to maintain the proportions. Do not distort the proportion by stretching to fit a location.

6 Usage Guidelines The City of Lawrence identity graphic can be used in two varieties: one-color design and a black & white design Vertical Use Image sizes for vertical signatures are: X X 6.1 Horizontal Use Image sizes for Horizontal signatures are: - 4 X X 2.45 Color Specifications Pantone - 100% PMS 2758 CMYK breakdown: C 100%, M 94%, Y 27%, K 25% RGB breakdown: R: 0, G: 29, B: 104 Hexadecimal: #001d68 Spacing Clear space around the identity graphic should be no less than the measure of one half the height of the icon of the Phoenix, regardless of the size of the identity. Nomenclature Guidelines For department usage, the words City of Lawrence must appear above the department name. The word order for departments is to list only the department name, i.e. Public Works. Don t include the word Department.

7 Vertical Use Vertical Signatures may be used in the following manner One-Color Signature When reproducing the signature in color, use the Pantone color 2758 and white. Black & White Signature This signatures may be used with 100% black & white.

8 Horizontal Use One-Color Signature Citywide Graphic Pantone 2758, white One-Color Signature Department Graphic Pantone 2758, white Black & White Signature Citywide Graphic 100% black, white Black & White Signature Department Graphic 100% black, white

9 Usage Examples

10 Printed Documents Date of implementation The following items will be purchased using the new design with the first purchase after date of implementation: Print advertising, business cards, memos, stationary cards, promotional materials, billing statements Internal and external newsletters Signage Directional Vehicle Textile/clothing Architectural - New buildings following implementation, future building replacement. Letterhead - To reduce production costs, letterhead will be generated in house at the time of letter printing on quality printers using bond paper.. Business Card Fax Letterhead John Smith Administrator facsimile Date: To: Fax and letterheads will have department-specific graphic identities, in addition to its name and contact information Company: Re: 6 East 6th St. PO Box 708 Lawrence, KS jsmith@ci.lawrence.ks.us PHONE: (785) FAX: (785) East 6th Street/P.O. Box 708 Lawrence, KS No. Pages (including this sheet) (785) lawrenceks.org From Message/Comments: John Smith Administrator 6 East 6th St. PO Box 708 Lawrence, KS Envelope jsmith@ci.lawrence.ks.us PHONE: (785) FAX: (785) Clothing Templates are available on the city intranet by going to then click on CITY INFO, and then click on City Icons. 6East6thStreet/P.O.Box708Lawrence,KS66044 lawrenceks.org

11 Web Site Use Date of implementation Signatures for the web will be ready for use immediately after the date of implementation. Web Site Signature Header Icon Slight drop shadow added to symbol and logotype, with the word Kansas added. This signature should only be used for the web site. Because of the nature of graphic usage on the world wide web, these are approved deviations from the guidelines outlined in this manual. Use is restricted to web only. Web Site Signature Footer Icon Smaller icon, symbol only, no drop shadow.

12 Signatures With embedded image City of Lawrence 3-inch horizontal citywide identity graphic (optional if sending with plain text formatting) Arial font, 12 pt. size Bold name, italic title, address Department or division name Link to lawrenceks.org Department or division mailing address Office phone and fax numbers Excluded: Backgrounds Disclaimer statements Inspirational quotes All other items images are on the network at: Instructions from Microsoft on adding an image to signatures are online at: aspx?assetid=rp &ctt=6&ori gin=rc

13 City Seal for Official Documents The identity graphic is used in most applications by City of Lawrence departments. In ceremonial documentation and official records, the City Seal will be used. Color City Seal The City Seal pictured here is the Official Seal of the City of Lawrence for use in official situations where placement of the seal is appropriate. The identity graphic graphics system does not replace the seal in appropriate uses. Black & White City Seal

14 Examples of Identity Graphic Misuse To preserve the integrity of the City of Lawrence s identity, never alter the approved signature configurations. Always reproduce the signature according to the guidelines and use approved digital artwork. Shown below are some examples of incorrect usage. Any changes or new signatures are to be created and distributed only by the City Manager s Office. Do not use the Phoenix without the words City of Lawrence, except on the web site Do not reverse the direction of the Phoenix Do not modify the colors Do not distort any parts of the signature by stretching vertically, horizontally or slanting.

15 Department Examples - Horizontal

16 Department Examples - Vertical