Corporate Image Standards Manual

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1 1 Corporate Image Standards 2 Introduction 3 Official Logo - General Specifications 4 Logo Color Use 5 Logo - Fonts 6 Logo Variations 7 Logo Graphic Element Variations 8 Logo Competitive Variations 9 Business Cards 11 Publications Signs Vehicles Apparel Appendix Questions concerning the Corporate Image Standards should be directed to the Office of Communication / Marketing Communications Manager at or Design Communications Coordinator at

2 2 Introduction The philosophy of the Corporate Image Standards Manual is to maintain an image that is trustworthy, consistent and easily recognizable. Its goal is to ensure that all Corporate Image media is designed to promote the spirit of the City of Arlington. The objective of this manual is to establish guidelines that define the City s corporate image. Its purpose is to maintain a consistent use of visual identification and allow professional reproducibility of corporate graphics in all forms. A consistent use of corporate images by all departments will assist residents, visitors and employees in quickly identifying city services and property. In order to enhance and protect the City s image, it is important and expected that all City departments and divisions follow these guidelines. Thank you for your cooperation.

3 3 Official Logo General Specifications Following is the official trademarked logo/logotype for the City of Arlington. The logo is available on the COASHARE drive directory R:\Corporate Image Artwork & Standards\ Logos - Official City\City Logo - REGISTERED , as well as on the OOC Portal. The logo is available in several file formats. Individual department names will appear on printed material: however, there will be limited use of department logos. The approved color for the city logo is PMS 1805 red and PMS 654 blue from the Pantone Matching System. Caution: When importing a digital copy of the logo, import a copy of the logo from the R: drive directory if at all possible. The use of a scanned logo or one copied from the web page reduces the resolution and quality of the image. Only approved variations of the City logo will be used on official documents or publications. Minimum logo size: 1 inch 1

4 4 Logo Color Use Color can be a powerful tool in communication. It is expressive, attractive and dominating. For the official City logo, color is limited either to the PMS 1805 red and PMS 654 blue, or a solid Black. Note: Color use is extended to all medias including paint, electronic, printing, clothing (silk screening or embossing), plastic vinyl, and metal. Color variations are authorized for the following reasons: A single color document logo appears as a solid color (no screens) A single color document logo appears as a screen percentage (not less than 50%) A black and white or single color document with varying screens logo appears as a solid color or separated into it s individual parts and represented by screen percentages A two color document logo appears as a solid color (darkest color only) A four color document logo appears separated in the official logo colors Embossed logos color or no color variations PMS 654 PMS 1805 PMS 654 Color variations that are not authorized: A single color document logo appears as a screen percentage (less than 50%) A two color document logo appears as a solid color (lightest color only) A two color document logo appears separated into it s individual parts and represented by screen percentages of both colors (colors that are not the official logo colors) A four color document logo appears separated into colors that are not the official logo colors

5 5 Logo Fonts The logotype for the official logo is not a separate graphic element. It is integral to the logo and must be used when displaying the logo. The font is Helvetica Neue Condensed Black. In some instances the logotype can be removed from the logo graphic if the logo is being used as part of a graphic design. (See page 6 Logo Variations and page 7 Logo Graphic Element Variations) When other text is being incorporated with the logo to identify such things as a department name, the suggested fonts are Arial or Helvetica.

6 6 Logo Variations The official logo has been trademarked with the State of Texas and nationally registered. In most instances, the official logo will be used to represent the City of Arlington. ACCEPTABLE UNACCEPTABLE Unacceptable logos are any variation to the official logo that manipulates the graphic elements or logotype beyond recognition. This includes any derivation that adds graphic elements to the logo such as trees growing out of the A, tools or other implements depicting parts of the A, or images that thread other images together to change the meaning of the logo.

7 7 Logo Graphic Element Variations Occasionally, the official logo can be added or mixed into a graphic element and continue to officially represent the City of Arlington. In these instances, an approved alternative with graphic elements may be substituted for the official logo. A few departments use graphic elements to help emphasize the services provided by that department. These graphics elements are representative example of services citizens can expect from that department. However, the graphics elements combined with the official logo do not constitute a separate logo for that department. The official City logo is the only acceptable logo to formally represent the City of Arlington. Before using a graphic variant, graphic element/logo combinations must be submitted to the Corporate Image Standards Committee for approval. Watermarks and background patterns using the City of Arlington logo are approved for use. However, watermarks and background patterns are not official logos. Note: any publication that uses a mixed logo (graphic element variation) must also include the official logo somewhere on the publication.

8 8 Logo Competitive Variations Occasionally, the official logo does not provide adequate distinction to a particular competitive service or facility. In these instances, an approved alternative to the official logo may be substituted. A few departments or divisions compete in some manner with other public and private services. Departments in direct competition with these entities may design an alternative logo to improve marketability. All alternative logos must be submitted for approval to the Corporate Image Standards Committee. However, when conducting official City of Arlington business (correspondence, budget, HR, eviction notice, inspection notice, tickets, etc) one must either use the official City documents or include the official "A logo somewhere on that business document. Some of the approved competitive variations include golf course logos, the tennis center, the airport, and the convention center logos.

9 9 Business Cards The following are the specifications for the official City of Arlington business card. The business card is the most often used piece of City stationary. The card is designed to quickly convey the name, address and contact information of the business card holder. It is generally the only piece of business stationary that some citizens ever come in contact with. As such, the business card needs to project the City image in a positive and professional manner. Therefore, because the business card conveys the City s image, personal and City information it must conform to the following design guidelines. The standard business card provides a number of communication elements to properly identify the card and person. The standard card includes the following required and optional fields: Employee s Name Employee s Certification abbreviation (if appropriate) For Police and Fire employees - Badge number (if appropriate) Employee s Title City web site address The City of Arlington logo (full color) Employee s Department Name Department physical address (optional) City P.O. Box Number and 9-digit zip code Department Mail Stop Number Employee Phone number (if appropriate) Employee Cell number (if appropriate) Employee Pager number (if appropriate) Employee address, centered across bottom The back of the business card is blank and can be over-printed with City or Department specific phone numbers, locations, contacts, or emergency information. Business Card s Physical Characteristics: Size: 3.5 inches by 2.5 inches Inks: Black, PMS 1805 red, and PMS 654 Blue Paper: Color copy 80lb Cover, bright white Address block: Either 2 or 3 columns depending upon the need Font: Avant Garde Original 12/2002

10 10 Business Card s Physical Characteristics (continued): Name Line: Title Line: Web address line: Standard City card: Three-column Police Officer Card: addresss: Standard City card: Three-column Police Officer Card: 12 Point 8 Point 9.5 Point, incorporated into banner graphic Department Name, address, and phone number lines: 8 point District Location: 7.5 point; Address and phone number lines: 7 point format, 8 point, centered across bottom format, 8 point bold, centered below Name and Department fields Logo: Ribbon: Logo placement: wide, 1 tall wide,.168 tall (height measurement corresponds to height of logo leg).25 from the top of the card,.23 from left and right Business Card (at exact size) Original 12/2002

11 11 Publications Definition of Publication: The word publication encompasses all formal communication materials produced by the City of Arlington including, but not limited to, the following: newspaper ads; brochures; flyers; forms; promotional, educational, and/or informational materials or presentations that can be printed, produced electronically, or published on the web. A City of Arlington publication is any form of communication material that can reach the public or be physically carried out of a City of Arlington facility. Purpose: These standards will assist City departments with producing professional documents that communicate the City s official brand identity, ensure quality control, and include required content. The following lists requirements for compiling and producing a finished publication. Required Content: City logo and/or approved competitive variation as specified in Corporate Image Standards, Competitive Variations, Page 8 Department and/or facility name Contact information and location (such as: address, telephone number, event coordinator, etc.) City Website address Required Actions: Publication copies must be made from a high quality original (first-generation copy, if possible) or a digital file Text must follow Associated Press Stylebook guidelines (spelling, grammar, etc.) and The City of Arlington's Putting It In Writing Style Guide Advertisements must comply with City of Arlington Advertising Policy Reproduction of copyrighted materials and images must have owner's authorization Photography of individuals must include signed (permission to use) releases Checklist Items: (Photographs of staff, while on duty, are exempt from a required photo release) Departmental graphic (if appropriate) Revision date, version number, and/or file path (if appropriate) Choose a legible font size and style for body text Photos, graphic images, and art work must meet minimum standards for quality (see Standards below) Review and ensure that publication is appropriate for target audience Proofread for spelling, grammar, and clarity of message Photos, graphic images, and art work should reflect diversity (age, gender, ethnic) Cross-check date/day of promoted events and activities Identify sponsors, if applicable Event information (location, address, time, date, telephone number and cost) Original 4/2004

12 Processing Checklist: Follow your department s approval process Obtain printing/copying quotes, if appropriate Obtain City Attorney s Office approval, if appropriate Documents requiring foreign language translation must be obtained through the Administrative Services Graphics Division The Administrative Services Graphics Division is available for proof review, if desired All water bill inserts must obtain Deputy City Manager approval before insertion (per Communication Policy Manual\Section 1 - Introduction & Policies; Utility Bill Insert Policy) 12 Digital Art work and Photography Standards JPEG (Joint Photographic Experts Group) files are designed for photographs or realistic artwork images Minimum size = 1280 X 960 pixels Preferred size = 2048 X 1536 or higher Minimum Printer resolution = 300 DPI (Dots per Inch) TIFF (Tag(ged) Image File Format) files are designed for raster images Minimum size = 1280 X 960 pixels Preferred size = 2048 X 1536 or higher Minimum Printer resolution = 300 DPI (Dots per Inch) at Original 4/2004

13 13 Appendix 1 CRITERIA FOR EVALUATING COMPETITIVE LOGO/BRAND VARIATIONS 1. BRAND IMAGE Is it a quality image? Is it easily understood? Is it something that is easily reproducible? 2. BRAND IDENTITY Is it identifiable? Can people connect with it? Does it match the department s strategic position with customers wants? 3. BRAND POSITION Is it distinguishable from its competitors? Is it all-inclusive or does it have variations within the identity? Is the brand resistant to change? 4. BRAND AUDIT Are its physical characteristics consistent? o Paper o Typographic style o Layout o Design Does it match the customer s psychographics 1? o Font style o Color o Texture o Demographic connection Does the design carry over into all media and formats? 5. DOES IT INCLUDE THE CITY OF ARLINGTON LOGO? Is the COA logo used or modified in any manner? 1 The characterists of consumers that may have bearing on their response to products, packaging, advertising and public relations efforts. Such variables may span a spectrum from self-concept and lifestyles to attitudes, interests and opinions, as well as perceptions of product attributes. Original 12/2002

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