Department of Watershed Management BRANDING. A Guide to When & How to Use

Transcription

1 Department of Watershed Management BRANDING A Guide to When & How to Use

2 UNDERSTANDING THE HISTORY AND TAKING CARE OF THE CITY OF ATLANTA S BRAND The City Of Atlanta Department Of Watershed Management has created a new brand identity. In order to better understand and respect the value of Watershed Management s new brand, it is important to understand the City s overall brand, the Resurgens seal. The City Of Atlanta Resurgens seal is a registered trademark and is used City-wide by the Mayor s Office, Atlanta City Council and all operational departments. The proper use of the Resurgens seal will be explained in this document in greater detail. Before getting into the details, it s important to understand why the Resurgens seal is necessary. Meaning & Appearance The word RESURGENS as it appears on the Atlanta City seal is Latin for rising again and illustrates a Phoenix rising from the ashes, symbolic of the City s rebuilding following its destruction during the Civil War. Two significant dates are outlined on the City seal: 1847 the year the first city charter was established and 1865 the year after Atlanta burned at the hands of General William T. Sherman. The Resurgens seal should never be rotated, skewed or stretched in any way, including on its side or upside down. It should appear right side up exactly as shown. Use the logo preferably in color, however, black and white is acceptable. Pride in Our City and its Image The City of Atlanta has a rich history, which is well represented by the Resurgens seal. Our constituents place great trust in the services we provide to them each and every day. Our ongoing successes depend heavily on the initial first impression people have of Watershed Management and on how our Department is managed. If we identify ourselves in a consistent and organized way, it continues to convey to our ratepayers that we are a high performing organization. How to Proceed This branding guide includes the proper use of the Resurgens seal and its color palette. Please review thoroughly and refer to this guide whenever you have questions about how to apply and manage the City s brand identity. CITY OF ATLANTA DEPARTMENT OF WATERSHED MANAGEMENT BRANDING GUIDE 2

3 WHY WE NEED TO TAKE CARE OF OUR BRAND City Of Atlanta Department Of Watershed Management has a new identity system. In the pages that follow, you will find everything you need to properly use this system. But before getting into the details, it s important to understand why the system is necessary. Building Confidence There is great trust placed in us by our consumers. Our success now and in the future depends heavily upon the initial first impression people have of us and on how we manage our business. If we identify ourselves in a clear, consistent and organized way, it tells people we know what we re doing. How We Look to the World Consumers judge how well we re managing ourselves many times every day. They may be paying a bill in the mail or on the website. They may see our promotional literature. They may read a story about City of Atlanta Department of Watershed Management. Or they may see a billboard. The consistent use of our identity on every item we produce tells people about our ability to take care of our business. And, therefore, it tells them about our ability to take care of them. We can only achieve that crucial consistency with your help. How to Proceed This branding guide included logos, color palettes, typefaces, and many more elements. Please review it thoroughly and refer to it whenever you have questions about how to apply and manage our identity. Thank you for your help CITY OF ATLANTA DEPARTMENT OF WATERSHED MANAGEMENT BRANDING GUIDE 3

4 TABLE OF CONTENTS City of Atlanta Resurgens Seal Style Standards 5 Introduction of the New Brand 6 The City/DWM Brands: When & How to Use 7 Corporate signature 8 Corporate colors and staging 9 Unacceptable color usage 10 Unacceptable graphic usage 11 Color palette and usage 12 Typography and usage 14 Signature 16 DWM Powerpoint template 17 DWM Report template 18 DWM Office Brand 19 CITY OF ATLANTA DEPARTMENT OF WATERSHED MANAGEMENT BRANDING GUIDE 4

5 City of Atlanta Resurgens seal Style Standards for Print and Multimedia Use Colors The Atlanta Resurgens seal color palette consist of PMS 2758c, PMS 186c and PMS 101c (for coated paperstock). These colors are from the Pantone Color Match System (PMS) for reproducing on all publications and multimedia applications. There is also a black and white version of the Resurgens Seal which is acceptable for use as well. PMS 2758c C: 100 M: 95 Y: 5 K: 39 R: 0 G: 30 B: 98 Web: PMS 101c C: 0 M: 5 Y: 71 K: 3 R: 247 G: 234 B: 72 Web: ffff33 PMS 186c C: 2 M: 100 Y: 85 K: 6 R: 200 G: 16 B: 46 Web: cc0033 PMS Black C: 0 M: 0 Y: 0 K: 100 Improper Use of the City Seal The examples below represent improper use of the Resurgens seal. Outdated or Unofficial City Seals Below are outdated or unofficial version of the Resurgens seal that should not be used. CITY OF ATLANTA DEPARTMENT OF WATERSHED MANAGEMENT BRANDING GUIDE 5

6 INTRODUCTION OF THE NEW DWM BRAND The primary element in our identity system is the Corporate Signature. Our goal is to fix the new signature in the minds of all audiences quickly, developing as much comfort and confidence as possible. These audiences are being bombarded with thousands of images every day, so we have our work cut out for us. Consistency in application is the only way to break through this clutter. The logo icon is bold and dynamic. It is more literal as it s very clear that it is a water droplet and leaf. The white space in between the droplet and leaf represents the flow of the water and the river which ties the elements together. This unity illustrates the connection not only between the department and the community but with an environmental responsibility as well. The colors, size, and position relationships of all graphic elements are fixed and must not be altered in any way. The signature must only be reproduced from supplied digital files. CITY OF ATLANTA DEPARTMENT OF WATERSHED MANAGEMENT BRANDING GUIDE 6

7 THE CITY/DWM BRANDS: WHEN & HOW TO USE When working with the City s brand and/or Watershed Management brand, ask yourself this question: Is my audience formal or informal? If you are promoting Watershed Management or providing information to an informal audience, use the Department s new brand. An informal audience would include DWM staff, stakeholders, constituents or other outside non-city agencies, such as Georgia EPD or the Chattahoochee Riverkeeper. If your audience is formal or you are partnering with another city department, use the Resurgens seal. A formal audience would include the Mayor s Cabinet, Atlanta City Council or other City Department Heads. Examples of when to use Watershed Management s brand: Promotional items (ie. water bottles, presentation folders, bags, t-shirts, etc.) Brochures Flyers Fact Sheets Video Press Packets Meeting Agenda (DWM/Internal only) Powerpoint Presentations (DWM/Internal only) Examples of when to use the Resurgens seal: Official Documents (items that become a part of official record; ie. Unifier) Meeting Agenda (Formal Audience) Letterhead Envelopes for official documents Memos (Presented before Committee on Council (CUC)) Materials used when DWM partners with another city department (ie. DWM/HR) CITY OF ATLANTA DEPARTMENT OF WATERSHED MANAGEMENT BRANDING GUIDE 7

8 CORPORATE SIGNATURE VERSIONS Two-color positive version The color of the Corporate Signature is PMS 634 blue and PMS 362 green. 100% Black positive version When printing in black and white, like in a newsletter or newspaper ad, copying documents, always use the 100% Black (K) version of the logo. One-color reverse version White must always be used in one-color reverse versions. CITY OF ATLANTA DEPARTMENT OF WATERSHED MANAGEMENT BRANDING GUIDE 8

9 CORPORATE COLORS AND STAGING GUIDELINES The colors of the Corporate Signature are the following PANTONE (PMS) colors: - PANTONE 634C - PANTONE 362C 634C 362C General Staging Guidelines The size and position relationships of all graphic elements within the nomenclature are fixed and must not be altered in any way. 2x x 2x 2x It should be surrounded on all sides by a prescribed minimum of clear space, free of intrusion by any other graphic elements or the edge of the printed page. When space is extremely limited, a minimum of 1x staging area on all sides is acceptable. 2x Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nstrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea tate eros et accumsan et iusto odio te feugait nulla facilisi. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure ad vulputate velit esse molestie consequat. CITY OF ATLANTA DEPARTMENT OF WATERSHED MANAGEMENT BRANDING GUIDE 9

10 UNACCEPTABLE COLOR APPLICATIONS The corporate colors were carefully selected. It s imperative never to vary from approved color applications. Unacceptable color applications Never transpose colors, alter the assigned colors of the elements, or screen the graphic elements or logo type of the signature. Insufficient contrast When using the signature in reverse, always select a background color and intensity that will provide sufficient contrast to ensure clarity. Do not alter the color of the logotype to achieve contrast. Instead use the proper reverse version. The corporate signature should never be screened. Always use the correct reverse version. CITY OF ATLANTA DEPARTMENT OF WATERSHED MANAGEMENT BRANDING GUIDE 10

11 The Corporate Signature must always be reproduced from approved electronic files. The colors, sizes and position relationships of all graphic elements are fixed and must not be altered in any way. UNACCEPTABLE GRAPHIC UNACCEPTABLE GRAPHICAPPLICATIONS APPLICATIONS The Corporate Signature must The Corporate Signature must Unacceptable graphic always be reproduced from always be reproduced from applications: approved electronic files. approved electronic files. Never the and size and The change colors, sizes position The colors, sizes and position position relationships of the relationships of all graphic relationships of all graphic elements are fixed and graphic elements and the must logo elements fixedin and must notnever be are altered any way. not type. stretch, compress be skew altered any way. or theincorporate Signature. Please graphic do not add Unacceptable anyapplications: extra digital effects to the Unacceptable graphic Never change the size and logo. position relationships of the applications: graphic elements and the logo Never change the size and type. Never stretch, compress position relationships of the or skew the Corporate graphic elements and Signature. Please dothe notlogo add type. compress anynever extra stretch, digital effects to the logo. the Corporate or skew Signature. Please do not add any extra digital effects to the logo. TIP To maintain the proportion size of the logo when importing it into To maintain the proportion size ofor the logo programs like Word when importing PowerPoint, click on it into programs like Word or bottom right anchor corner PowerPoint, click on and hold down theanchor shift key bottom right corner when scaling. and hold down the shift key TIP TIP when scaling. To maintain the proportion size of the logo when importing it into programs like Word or PowerPoint, click on bottom right anchor corner and hold down the shift key CITY OF ATLANTA DEPARTMENT OF WATERSHED MANAGEMENT when scaling. BRANDING GUIDE 11

12 COLOR PALETTE Primary Palette Watershed Management s primary color palette is serene yet a distinctive set of bold colors that will distinguish our brand in the marketplace. Colors were selected from an aerial photo from the quarry. The swatches to the right will not appear accurate as Pantone inks do not translate precisely in digital form and can translate differently on paper stock. For exact representation, refer to an official Pantone swatch book or CMYK/ RGB color breakdown. 634C SEA BLUE RGB R-0 G-92 B-130 CMYK C-100 M-55 Y-33 K-13 HTML #005C82 362C GREEN RGB R-108 G-192 B-73 CMYK C-61 M-0 Y-96 K-0 HTML #6CC049 Secondary Palette These selections comprise the official Watershed Management color palette. Each color selected is to complement the primary color palette and the Resurgens Seal color palette. 327C TEAL RGB R-0 G-131 B-116 # RGB R-62 G-191 B-172 #3EBFAC 7465C AQUA MARINE RGB R-147 G-182 B-187 #93B6BB 5503C STEEL BLUE RGB R-0 G-146 B-188 #0099CC RGB R-255 G-209 B-0 #FFD100 RGB R-0 G-57 B-111 #00396F RGB R-160 G-162 B-164 #A0A2A4 313C AQUA BLUE 109C YELLOW 2758C NAVY BLUE 36.62%K GRAY CITY OF ATLANTA DEPARTMENT OF WATERSHED MANAGEMENT BRANDING GUIDE 12

13 COLOR PALETTE USAGE Unacceptable Color Screens Please do not use any screens of the color palette for typography. Please do not use screens or gradients for any reason of 634 blue and 327 teal. They will become muddy and it s important to maintain the crispness of these 2 colors. AVOID SCREENS OF 634 SEA BLUE AVOID SCREENS OF 327 TEAL Acceptable Color Screens Background color screens are acceptable when use 362 green, 7465 aqua marine and 5503 steel blue. AVOID SCREENS OF 362 GREEN AVOID SCREENS OF 2758 NAVY BLUE OK to use screens of 7465 aqua marine OK to use screens of 5503 STEEL BLUE OK to use screens of 313 AQUA BLUE OK to use screens of YELLOW OK to use screens of GRAY CITY OF ATLANTA DEPARTMENT OF WATERSHED MANAGEMENT BRANDING GUIDE 13

14 TYPOGRAPHY To create communications materials with a clean and legible look, we have selected two type families. Each is specified for use with specific materials. Shown below are samples of the selected font families. Century Gothic The contemporary sans serif font family, Century Gothic, has been chosen as the corporate typeface for its clarity and unique character. It is used on stationery, marketing materials, advertising and signage. Century Gothic comes in many styles. You only need the styles listed on the right. Century Gothic Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Century Gothic Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Century Gothic Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Century Gothic Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Please use Century Gothic Regular and Bold for web and mobile usage. CITY OF ATLANTA DEPARTMENT OF WATERSHED MANAGEMENT BRANDING GUIDE 14

15 TYPOGRAPHY USAGE Century Gothic is a professional font used for print. Century Gothic can be used online. Below is an example of how you can use the Century Gothic Regular and Bold work together. Standard Headline uses Century Gothic at 18 pt. Subhead is at 16 pt Century Gothic This is a sample of how 11 point Century Gothic Regular appears with the headline and subhead. Body copy ideal size should be at 11 point or larger. Important items may be bold. And of course use italic when necessary. Leading needs to be open, so if the font size is at 11 please make no less than 14 pt. Space between paragraphs should be.125. Color Can Be Used For Headlines; But, Be Consistent. Color can be used for subheads. Please keep body copy in black. Important items may be in color. A bullet may be in color. Be consistent with how you use a bullet. Captions and fine print on copy may be small as 9 point using Century Gothic. Where can I FIND Century Gothic? The Century Gothic font family should already be installed on your computer. If not, please contact the IT Help Desk for assistance with installation. CITY OF ATLANTA DEPARTMENT OF WATERSHED MANAGEMENT BRANDING GUIDE 15

16 E-SIGNATURE and e-signature Please use Arial for the body copy at 14 pt. For the E-signature, you would use file named: Watershed Resurgens Logo 72 dpi 3.25in.jpg For the body copy of an , please use Arial at 12 pt. For the E-signature use Arial 10 pt. For name and City of Atlanta line use Arial bold and use the sea blue, R-0 G-92 B-130. For divider lines use the green, R-108 G-192 B-73. Please do not use any of the pre-installed /background templates, quotes or tag lines with your signature Your Name City of Atlanta DWM Director of Communications 72 Marietta Street NW Atlanta, GA th Floor office cell CITY OF ATLANTA DEPARTMENT OF WATERSHED MANAGEMENT BRANDING GUIDE 16

17 DWM POWERPOINT TEMPLATE Mayor Kasim Reed Title Goes Here Sub-Title Goes Here Kishia L. Powell, Commissioner Department of Watershed Management 9/7/16 1 Presentation Cover Kishia L. Powell, Commissioner Department of Watershed Management 9/7/16 2 Presentation Slides CITY OF ATLANTA DEPARTMENT OF WATERSHED MANAGEMENT BRANDING GUIDE 17

18 DWM REPORT TEMPLATE July 2016 Kasim Reed, Mayor Kishia L. Powell, Commissioner Title to Go Here and Here and Here "##$ plus the Title to Go Here and Here and Here "# DWM Subtitle to Go Here and Here and Here plus Here and Here as well as Here and Here 2 / Document Name / July 2016 Kasim Reed, Mayor Kishia L. Powell, Commissioner CITY OF ATLANTA DEPARTMENT OF WATERSHED MANAGEMENT BRANDING GUIDE 18

19 DWM OFFICE BRAND CITY OF ATLANTA DEPARTMENT OF WATERSHED MANAGEMENT BRANDING GUIDE 19

20 For more information, contact the DWM Office of Communications and Community Relations at Follow us or visit our