San Jose Office of Economic Development Brand Guidelines

Transcription

1 Brand Guidelines

2 Section 1: Brand Institutions, like individuals, care about, cultivate and maintain their identities because these are nothing less than their character and their reputation. Identity, in the institutional sense and from the brand perspective, is understood through three channels : voice, vision and action (what you say, how you look and how you act). These standards address the second of these: institutional appearance as it is communicated in logos, visual symbols, color, stylized typography and iconographic elements. These must be coordinated and related back to the one foundational and defining idea by institutional identity. A clear understanding of these visual elements and how they work together forms the foundation for a successful brand identity. This guide aims to provide that understanding in detail and with clarity, particularly to those charged with managing these assets.

3 A / Silicon Valley The Silicon Valley logo is to be used on any materials or collateral that references the broad vision of the San Jose Office of Economic Development. It can also be used on various letterheads, presentations, pocket folders or business cards. It is the main logo for branding materials. B / Opportunity The Opportunity logo can be used on any secondary or tertiary materials that reference a specific driver for the Office. These items may include supporting brochures, talent scouting materials, maps or any other collateral that is used as supporting material. C / Place The Place logo can be used sparingly across both primary and secondary communication items such as brochures, presentations and advertisements. When used alongside or near the Primary and Secondary logos, it should be scaled smaller than the logos so that the rectangles are not equal in size. A good rule would be to keep the Place logo about 50% smaller than the Primary and Secondary logos when possible. SECTION 1 / WORDMARK & LOGO USAGE / 01

4 Box Proportions = 1:2.33 NICE FIT VERY POOR FIT DO NOT STRETCH TO FIT YES NO NO Proportions of Title Plate The Rectangle can be used as a container (Title Plate) to hold various types of copy. When being used, words chosen should be selected carefully based on word length and size of typography. Care should be taken not to distort the proportions of the rectangle when fitting it with type. A generous amount of spacing should exist around the word to create an optically balanced lock-up. Words should be tracked and kerned appropriately per sense to make for a good fit. SECTION 1 / WORDMARK & LOGO USAGE / 02

5 PMS 381U / Primary (C33 M0 Y85 K0) PMS 425 / Secondary (C25 M18 Y15 K51) (R124 G126 B127) Logo Color When using the logo, the Primary and Secondary PMS colors should be used when printing and software capabilities are allowed. CMYK and RBG versions are also supplied, however, they are not 100% accurate or equivalent depending on the medium and screens that will render each value differently. X X X X Logo Clear Space When using the logo, there should always be sufficient clear space around all parts. An equal space defined by X is the designated clear space on all sides of the logo. X is defined by the distance from the top to the bottom of the letter N. SECTION 1 / WORDMARK & LOGO USAGE / 03

6 X X= 0.5 INCHES X X= 0.25 INCHES Logo Minimum Size The minimum size for the San Jose Office of Economic Development logo is 0.5 inch in height. The minimum size for the Place logo is 0.25 inch in height. It is important not to scale the logo less than their minimum heights in order to hold legibility and clarity. NO NO NO Logo Scaling and Sizing When resizing/scaling or placing the logo, do not modify its proportions by stretching, warping, or skewing. SECTION 1 / WORDMARK & LOGO USAGE / 04

7 Reverse / Knockout When reversing the logo from a solid or dark background, the entire logo should be knocked out to white for greater legibility. When possible, the brand color PMS 381U and PMS 425U is the preferred background color for reverse application. 77% TINT OF BLACK INK Black Ink Only There will be applications when one color or black are specified. For newspaper ads, the preference is for Black with a 77% tint. SECTION 1 / WORDMARK & LOGO USAGE / 05

8 YES YES NO Using on Photographic Backgrounds When placing the logo on a colored or photographic background, there should be sufficient contrast to ensure legibility of all logo elements. However, it is preferable not to use the logo on photographic backgrounds with complex imagery. When placing the logo on busy photographic backgrounds, a multiplied color treatment can be applied*. *NOTE: See Section 3 for more info on logo and typography treatments over imagery. SECTION 1 / WORDMARK & LOGO USAGE / 06

9 Section 2: Typography

10 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,. A / Bell Gothic The primary font used in the brand s visual identity system is Bell Gothic, a sans serif typeface. In addition to its use in the composition of the logo, this font may be used when typesetting text in brand communication materials that are commercially designed and produced by a graphic artist using current design software. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,. ;:?!@&* ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,. ;:?!@&* B / Gill Sans Gill Sans is the secondary brand font. This font should be used for body copy that is set for marketing materials that are commercially designed and produced by a graphic artist using current design software. SECTION 3 / TYPOGRAPHY / 10

11 Section 3: Color Palette

12 PMS 381U / Primary (C33 M0 Y85 K0) PMS 425 / Primary (C25 M18 Y15 K51) (R124 G126 B127) PMS 152U / Secondary (C0 M47 Y85 K0) PMS 2995U / Secondary (C0 M47 Y85 K0) PMS 111U / Tertiary (C0 M47 Y85 K0) PMS 690U / Tertiary (C0 M47 Y85 K0) PMS 7427U / Tertiary (C0 M47 Y85 K0) PMS Colors and CMYK/RGB conversions The primary and secondary brand color palette consists of two colors designated as PMS 381U Green and PMS 425 Gray. The tertiary brand color palette has been developed to complement the primary brand colors. The colors of the tertiary palette are listed above along with RGB and CMYK values for all brand colors. SECTION 2 / COLOR / 08