Type of Meeting: Administrative Matters Name of requestor: Michelle Bird, Public Affairs Manager Department: Preferred appearance date: 9/19/2017 Time required: 15 Date decision needed: 9/19/2017 Objective: Introduce the new Larimer County brand and guidelines, review changes to the logo policy and discuss the proposed brand roll out plan. Situation: As part of the current strategic plan, the need for Larimer County to enhance the recognition of the linkages amount County Services became an objective in the Customer Service Goal. Currently, the County has no established brand or formal brand guidelines. The visual message that Larimer County presents to the community has varied from department to department. While Larimer County government provides a long catalog of community services and programs, we are also faced with the challenge of competing with other local entities that utilize Larimer or Larimer County in their agency name for brand recognition. For the last 10-12 months, the Larimer County Public Affairs team, the multi-departmental Communications Team, and County leadership has worked together to develop and implement a new brand that will help distinguish Larimer County government from other local agencies with a unique, county-wide visual signature. Proposal: While the new band has been in a soft-launch phase for a few months, the Public Affairs Manager would like to formally introduce the new brand, review changes to the logo policy and discuss the proposed rollout timeline. Additional funds required: No Advantages: Establishing a common brand across all County departments by and offices is important for three reasons: 1. It helps the community identify County Services at a glance. 2. As the community becomes more familiar with the County brand, their trust in the entire organization increases. 3. High quality visuals and messaging shows respect to the community and reflects the high level of service the County provides. Disadvantages: The disadvantage of the new branding efforts is the cost of replacing the tri-color logo with the mono-color logo. 1. Signage: There is limited tri-color logo signage throughout the county. The majority of internal and external signage is already using a mono-color logo. 2. County Vehicle Decals: County vehicles that currently use the tri-color logo will need to have a new mono-color logo applied when brought into the fleet shop for maintenance. It is estimated to cost from $100- $200 per vehicle for decal replacement (which includes the cost for labor). 3. Uniforms: Some departments are still utilizing the tri-color logo on their uniforms, while others have already moved to a mono-color logo. 4. Staff time: presentations and published materials will need to be updated to comply with the new branding policy and guidelines. PowerPoint presentations, flyers, posters and other document templates have been created to help ease the burden of this transition. Requested action: none Potentially Affected Interest: Larimer County employees Level of Public Interest and Participations: medium Audio/Visual/Computer Needs: will utilize laptop for presentation
LARIMER COUNTY LOGO AND BRAND GUIDELINE MANUAL Larimer County logos and brand colors standards of use
LOGO & BRAND POLICY Graphic standards are non-negotiable components of an organization s brand. Logos and their use on property and material represent Larimer County in the community and beyond as documents, website content and marketing material are shared across platforms. The Larimer County logo and supporting graphic material are foundational and important visual representations of its brand. This section provides standards for use of the Larimer County logos and brand colors to ensure accurate and consistent implementation. These files should be shared with internal and external staff and vendors who need to apply the logo to material or create new communication collateral. As part of the Larimer County brand quality control process, staff initiating orders are advised to consult with these standards as draft product is produced to assure adherence to graphic standards. Please see page 7 for detailed examples of the Larimer County logo and brand colors in use. PANTONE 626 CP RGB: 40 92 77 CMYK: 80 18 56 54 HEX: 285C4D
LARIMER COUNTY LOGO COLORS Logos are a foundational and important visual representation of a brand. This section provides standards for use of the Larimer County logo to ensure accurate and consistent implementation. Logos can be downloaded at LCcomm.org/logos/. STANDARD LOGO MINIMUM SIZE The logo must be printed or reproduced at least 1.5" or 144 pixels in width to maintain legibility. Use the Small logos for anything under 2". 1.5 REQUIRED SPACE AROUND LOGOS Leave open space equal to or greater than the x-height, or the height of the right side of the bottom stripe, around the logos. x x x-height x x
LARIMER COUNTY LOGO COLORS Consistent use of Larimer County s official brand colors is critical to building brand familiarity and awareness in the community. Primary logo to be used on all collateral PANTONE 626 CP This version should only be used when printing in Black & White. 100% BLACK WHITE (0% K) White version to be used against a darker background
UNACCEPTABLE LOGO USAGE Consistency is critically important. Examples of common logo use errors appear below. Following the guidelines outlined in the previous pages will prevent misuse of logos. Do not apply a drop shadow Do not place 4-color logo on a dark background Do not rotate Do not change the colors Do not stretch Do not create new art on the logo
LARIMER COUNTY COLORS The three primary brand colors should always be used. Complementary colors can be added to enhance, but should not make up the majority of the colors used. BRAND COLORS PANTONE 626 CP RGB: 40 92 77 CMYK: 80 18 56 54 HEX: 285C4D PANTONE 7470 CP RGB: 0 90 112 CMYK: 96 20 25 53 HEX: 005A70 PANTONE 7502 CP RGB: 168 153 136 CMYK: 6 14 39 8 HEX: CEB888 75% 50% 25% SECONDARY SUPPORTIVE COLORS PANTONE 130 CP RGB: 242 169 0 CMYK: 0 32 100 0 HEX: F2A900 PANTONE 7586 CP RGB: 158 83 48 CMYK: 0 69 89 41 HEX: 9E5330 75% RICH BLACK RGB: 64 64 64 CMYK: 70 60 60 50 HEX: 404040
LARIMER COUNTY FONTS Larimer County uses five font families. Three for use in publications, one for use in business documents and one for use in email. With so many fonts available today, it is tempting to use other fonts loaded on your computer, but to maintain our brand integrity please adhere to these guidelines. PUBLICATIONS Fonts for use in Adobe apps, Publisher or PowerPoint for flyers, posters, brochures, presentations or other handouts. HEADERS BODY COPY QUOTES TITLES/CALLS TO ACTION Pier Sans Regular* Pier Sans Bold* Montserrat Regular Montserrat Bold Arial Regular Arial Italic Arial Bold Arial Bold Italic Sans Serif Regular Sans Serif Italic Sans Serif Bold Sans Serif Bold Italic Calibri Regular Calibri Italic Calibri Bold Calibri Bold Italic Pier Sans Italic* Montserrat Italic Pier Sans Bold* Montserrat Bold PIER SANS *Pier Sans is not a free font and will be purchased for those individuals that regularly produce professional publications that are widely distributed. BUSINESS DOCUMENTS Fonts for use in Word for letters, agendas, memos, and reports. EMAIL Fonts for use in Gmail for email correspondence. CALIBRI
THE LOGO AND BRAND IN USE These are examples of the Larimer County brand in use. Flyer Memorandum PowerPoint
Larimer County Brand Implementation Schedule Replacement Tool 1 month Digital email signatures, power point presentations New print any new materials 6 months Business cards, printed letterhead, name tags 1 year Ongoing program brochures, flyers, posters Fleet vehicle decals, as vehicles are brought in for maintenance or service Uniforms/patches Annual reports 1 year Interior signage in public areas 10 years Exterior signage on Larimer County property It is recommended that departments budget the replacement costs as they would reorders. Uniforms for the remainder of 2017 will be exempt, however all departments should be ordering the revised logo by 2018.