The City of. Rohnert Park BRAND GUIDELINES

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1 The City of Park BRAND GUIDELINES VERSION OCTOBER 2015

2 THIS IS A GUIDE TO THE BASIC ELEMENTS MAKE UP OUR BRAND. IT WILL LET YOU GET TO KNOW US BETTER... SIMPLICITY IS THE ULTIMATE FORM OF SOPHISTICATION. Leonardo da Vinci Contents 04 LOGO Rationale Construction Color Treatment Family/Variations COLOR Primary/Secondary Palette TYPOGRAPHY Print Online Style APPLICATION Logo Use Guidelines 10 OUR BRAND Overview Guidelines Photography Promotional Logos Supporting Graphics 12 CHECKLIST What is a br identity? A br identity represents values, services, ideas personality of an organization. It is designed to increase recognition build perceptions of organization in its chosen marketplace. This br identity needs to be graphically represented usually includes elements such as logos supporting graphics, color palette, typography photography choices can, within its guidelines, use examples to visualize how a br should be depicted across various different visual media. Why use se guidelines Park is a beautiful place to live work, designed for quality of life as a small town in heart of wine country. It s welcoming, safe, affordable, full of strong values - a great place to raise a family. We want to share our town with ors - let m see what we have to offer build on what is here - all within guidelines of our br. We are dedicated to designing managing how our br is represented across all media in various situations. The corporate identity system in this document has been created to fulfill this purpose guidelines herein explain how to correctly depict embody our br ethos consistently across different applications in various markets to maintain integrity of Park. 2 BRAND GUIDELINES BRAND GUIDELINES 3

3 OUR LOGO HAS BEEN SPECIFICALLY CRAFTED. WE TOOK OUR TIME DEVELOPING OUR BRAND SO PLEASE BE NICE TO IT. SAY HELLO TO EVERYONE IN THE FAMILY. IF YOU CAN T FIND IT HERE, WE DON T WANT YOU TO USE IT. Rationale Our logo was designed to be modern contemporary, yet rooted in simple traditions of our town. It has a modern appeal is future-proof, updating our public persona, while keeping it simple. It is a distinctive mark br that seeks to present Park as a communitycentric town that is welcoming, familyfriendly full of pride. We offer affordable housing, great schools youth sports programs, a variety of venues a network of parks natural trails. 01 Our logo exists in a stacked version only. It is simple sophisticated, but our family of logos fulfill any logo needs that may arise - from primary version to extended versions from our primary, two-color logo to one color reversed options. Square versions featuring our logo have been developed for social media as well. This is only approved modification of logo elements separate from each or.. Primary Version Reversed Versions One-Color Versions Construction Each element of our logo is important has been developed in relationship with one anor. Whenever possible, elements should be used all toger. And y should never be altered independently from each or. Color Treatment 01 This is preferred full version of logo for all printed collateral including all printed publications, advertising, billboards, posters, flyers product packaging. Social Media Version Primary Alternative Versions Exped Versions Keeping with simplicity, our logo has been developed with two colors - one being processed black. One-color options are also available when needed. 4 BRAND GUIDELINES BRAND GUIDELINES 5

4 OUR COLORS HELP DEFINE OUR BRAND. WE ARE MODERN, BUT TRADITIONAL, CELEBRATING THE JOYS OUR TOWN OFFERS The color palette focuses on two primary colors - basic black white. There is also a secondary color palette to complement our br, consisting of four colors for accents. Included are references for CMYK, RGB HEX Values for consistency across different media, wher in a 4-color process print piece or used in a digital application. For design of advertising, marketing pieces, promotions, an extended color palette can be used to complete look, while staying within guidelines of our br. Color Palette // Primary Muted Color Palette // Secondary Color Palette // Extended These are our primary colors for our logo, text some headers. These are secondary colors for a more muted look in our logo, headers graphics. These are additional colors for use in some headers, backgrounds supporting graphics. pantone Process Black cmyk 0 : 0 : 0 : 100 rgb 35 : 31 : 32 hex # 231F20 pantone 7519 PC cmyk 24 : 42 : 43 : 69 rgb 85 : 65 : 58 hex # A55413 pantone 7538 PC cmyk 24 : 11 : 24 : 33 rgb 140 : 151 : 142 hex # 8C978E pantone DS U cmyk 40 : 5 : 20 : 20 rgb 126 : 170 : 171 hex # 7EAAAB pantone DS 63-3 U cmyk 0 : 65 : 70 : 35 rgb 171 : 85 : 57 hex # AB5539 pantone DS 59-4 U cmyk 0 : 50 : 60 : 30 rgb 183 : 112 : 79 hex # B7704F pantone 7527 PC cmyk 3 : 4 : 14 : 8 rgb 226 : 221 : 203 hex # EDDCB pantone DS U cmyk 20 : 3 : 10 : 15 rgb 175 : 196 : 197 hex # AFC4CF cmyk 0 : 0 : 0 : 0 rgb 255 : 255 : 255 hex # FFFFFF pantone DS 40-5 U cmyk 30 : 40 : 60 : 0 rgb 185 : 152 : 116 hex # B99874 pantone DS 29-7 U cmyk 10 : 15 : 30 : 0 rgb 229 : 210 : 180 hex # E5D2B4 6 BRAND GUIDELINES BRAND GUIDELINES 7

5 TYPOGRAPHY IS THE BACKBONE OF DESIGN, GETTING IT RIGHT IS PARAMOUNT. WE WANT TO LOOK GOOD ALL THE TIME, SO TAKE TIME TO CONSIDER HOW TO APPLY OUR LOGO. Typefaces. Print. Our typeface, often used for body copy, is Sen. This full font family comes in a range of weights to suit a multitude of purposes. We have two accent display fonts. Sen Extra Bold can also be used. Typefaces. Online. When technology allows for it, Sen should be used in any web applications for copy. If Sen is not able to be used, default online font is Raleway. Typography. Style. Text for correspondence publications should preferably be set in upper lowercase, flush left with ragged right. Capitalization should never be used for body text, but is acceptable for headings accent text. We don t want to come across all doom gloom, but re is a right way a wrong way to present our logo. 01 Space around logo Always leave logo some space to brea. Try to use white or neutral backgrounds Corporate Body Font Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?! $&@*) SEN Accent Display Font Aa Online Default Font Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?! $&@*) RALEWAY Accent Display Font Aa 02 If you have to... If it s unavoidable to sit logo on a color or a photo, make sure logo can still st out. There are black reversed white versions available. 03 Not right Do not rotate logo. 04 Color clash Do not place logo on wrong color. Choose logo that allows it to st out. If background is too light, choose black version. If background is dark, choose reversed white option. 05 Not good Do not use logo on backgrounds that are too dark or cluttered. For dark backgrounds, a reversed white version of logo is available ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?! $&@*) VERDANA BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?! $&@*) Gr Hotel 06 No thanks Do not add embellishments like drop-shadows, embossings etc. to logo. 8 BRAND GUIDELINES BRAND GUIDELINES 9

6 CITY OF ROHNERT PARK from here itfrom s)coming coming here here coming from here)))from here) (it s coming (from ((it(itit s s scoming SOMETIMES YOU HAVE TO DAREHere TOinBE DIFFERENT... BUT arts abound. There are Here in arts abound. There are Here Here ininin arts arts abound. abound. There There are are Here arts abound. There are options options aoptions wide range of recreation options arecreation wide range of recreation options aawide wide range range ofofof recreation recreation EACH MOMENT AND DEVIATION a wide range activities for kids.for located in heart activities for kids. located in heart activities activities for kids. kids. located located ininin heart heart activities for kids. located heart SHOULD STILL BE PLANNED. of where Sonoma County callsof home. wherecalls Sonoma County calls home. ofofof where where Sonoma Sonoma County County calls home. home. where Sonoma County calls home. OUR MESSAGE THROUGH WORDS AND PICTURES. THE ESSENCE OF OUR BRAND SHOULD ALWAYS BE EVIDENT. Every piece of communications for including copy imagery, should be consistent, on br follow same purpose. We want to showcase our community celebrate what we have to offer, while also building awareness educating on facts of Park. Promotional Logos Alternative Logo Versions While we celebrate family-friendly atmosphere of our town, we also celebrate presence of Sonoma State University need to heighten our appeal to this younger, hipper generation - reinforcing positive attributes that Park offers residents, even before y are ready to start a family. This goal will be evident in our messaging our promotions. To complement this look, we have also developed multiple logo deviations - for promotional use only. Copy Guidelines Park speaks with a voice that is confident, informative fact-filled. To draw attention to a point, headlines can be clever a little playful (including use of parenticals to finish or compliment an idea) but never at expense of being vague or silly. The style in body copy is to be poignant direct, without sounding too serious or didactic. Intentionally fragmented sentences can be used to create a staccato cadence that gives text a unique sense of flow, emphasizes confidence informationrich feeling of voice. Overall, we strive to use as few words as possible in educating (vs. selling) people about many amazing things y likely didn t know about Park. Support Graphics Retaining roots traditional values that exist in our community, our br is reinforced through a series of illustrated graphics that draw attention to some of key highlights offered in Park. it s ( coming from here) images in campaign should emulate a sense of aunticity natural scenes of people living, working enjoying our community. NIKKI ANDERSON Here in arts abound. There are options a wide range of recreation activities for kids. located in heart of where Sonoma County calls home. Photography NIKKI ANDERSON NIKKI ANDERSON NIKKI ANDERSON NIKKI ANDERSON Only approved illustrations are allowed. We do not recommend use of non-approved illustrations or clip art as support graphics. Large, distracting banners graphics (such as ribbons arrows) should also not be used as y only serve to lessen quality values of our br WEILL HALL ATWEILL THE MUSIC CENTER HALL AT THE CENTER MUSIC CENTER WEILL WEILL HALL HALL AT AT THE THE MUSIC MUSIC CENTER WEILL HALL AT THE MUSIC CENTER The photos should be natural looking with high resolution for print optimized for web. NAPA SANTA ROSA ROHNERT PARK PETALUMA MARIN SONOMA SONOMA SONOMA NAPA SANTA ROSA NAPA NAPA NAPA SANTA SANTA ROSA ROSA SANTA ROSA NAPA SANTA ROSA LS HOME. SONOMA LS HOME. LS HOME. S HOME. 10 BRAND GUIDELINES + AT THE MUSIC CENTER WHERE CALLS HOME. WEILL HALL LS HOME. NIKKI ANDERSON BRAND GUIDELINES 11

7 IT IS BEST TO HAVE A CHECKLIST. THEN YOU KNOW YOU HAVE DONE EVERYTHING RIGHT. The Checklist The Logo Only use logos that are complete in an appropriate version, created from original digital artwork. Please keep a little white space for breathing room around logo. A final thought. If in doubt, take a look back through this document, all answers are re.we don't ask for much, just a little love respect for our bring which is why we think we've created a flexible system that won't stifle your creativity. 02 Backgrounds The stard logo should not appear on dark toned backgrounds or cluttered images that prevent logo from sting out. Use reverse logo if needed. 03 Graphics Check that any supporting graphics or graphic elements do not marginalize, obscure or overpower Park logo. 04 Typography Check that our corporate typefaces have been used appropriately where applicable. 05 Design Be sure to provide se guidelines to third parties or collaborating partners. 06 Photography Follow guidelines for use of photos in all company materials. FOR QUESTIONS OR FURTHER DETAILS PLEASE CONTACT: Don Schwartz CITY OF ROHNERT PARK dschwartz@rpcity.org 130 Avram Avenue CA (707) BRAND GUIDELINES BRAND GUIDELINES 13

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