Brand Standards Guide
CONTENTS
4 | Introduction 13 | Brand Tagline
5 | Core Values 14 | Typography
6 | Brand Position 15 | Departmental Uses
7 | Tone-of-Voice 16 | Color Palette
8 | Logo 18 | External Communications
9 | Logo Versions 20 | Presentations
10 | Logo Consistency 21 | Apparel & Promo
11 | Logo Resizing 22 | Trademarks & Legal Disclaimers 12 | Logo Dos and Don’ts
V.01 JUNE2019
Celina Brand Standards Guide 3 INTRODUCTION
Welcome to the Brand Standards Guide. Throughout this guide,
we will show you proper use of the Celina identity components,
including logos, colors and fonts. Building a strong brand requires
consistency across all elements. The way that we communicate
helps us stand apart from our competitors and build a strong,
memorable brand. Please review these standards and refer to
them often. They should be applied uniformly across all channels
when you are representing Celina. If you have any questions,
contact marketing.
For marketing support contact Jessica Matehuala: [email protected] 972-382-2682 ext 1050
4 Celina Brand Standards Guide CORE VALUES
Integrity • We do the right thing at all times • We are committed to building and maintaining credibility and trust both internally and externally • We are accountable in our words and actions • We question actions that may be inconsistent with our Core Values
Community • We are a unified body and work as a team • When we disagree, we resolve it according to our Core Values • We value and respect all employees and our customers • We foster a culture that includes understanding, support, balance and a sense of humor • We embrace openness, diversity and inclusion
Excellence • We always do our best • We embrace innovation and efficiency while remaining good stewards of City resources • We are accountable and take pride in our work • We seek opportunities to learn and expand our professional horizons
Service • We are selfless public servants and believe in helping others • We treat everyone the way we wish to be treated • We are caring and empathetic in all we do • We work to deliver excellent service to all we encounter
Celina Brand Standards Guide 5 BRAND POSITION
Celina is a Texas community that embraces its rural spirit, while also valuing progress and growth. Celina is inclusive, as a community, and earnestly encourages meaningful connections.
Value Proposition Celina is the modern day connection to the spirit of Texas.
Brand Promise The people of Celina are living life connected through community and business.
6 Celina Brand Standards Guide TONE-OF-VOICE
Connection Focused Aspire to make genuine connections. Speak in a way that is authentic and relatable. Connect with your audience. Inclusive and Personable Keep the conversation friendly and open. Imagine you are talking to a friend.
Innovative and Business Friendly We are tech savvy and ready to support businesses and developers. Be knowledgeable and accommodating. Confident Let a little bit of that Texas swagger come through. We are never cocky, or arrogant, but we know we’ve got a good thing. Texan/Rural Spirit No need to take the twang out of your communications. Show your Texas pride.
Proud We want to let residents, visitors, businesses and developers know what a great place Celina is to live and work.
Celina Brand Standards Guide 7 LOGO
The logo is the most important visual element of the Celina brand. The logo conveys a confident message about Celina that is proud and modern, but that also captures Celina’s rural spirit.
8 Celina Brand Standards Guide LOGO VERSIONS
Logo Versions It is important that the Celina logo be used in a consistent manner. The guidelines that follow will help ensure the uniform and approved application of the Celina logo.
Full Color Full Color with Reflection (for Print and Web Use)
One Color One Color Reversed
On dark backgrounds reverse “Celina” and “EST. 1876” to white Logo Lockup with Tagline
Celina Brand Standards Guide 9 LOGO CONSISTENCY
Authorized Reproduction Materials You may reproduce the Celina logo only from authorized artwork. The logo must always be used in its entirety and with each element of the logo in its same position. Whenever possible, publish the Celina logo in the recognizable, approved standard colors. If you need additional artwork, contact marketing.
Clear Space To determine the minimum logo margins, take the distance from the height of the letter “A” in the Celina logo being applied, and add that much padding to all four sides of the entire logo (see example). Clear space needs to be established on all four sides.
Minimum Size Even when the logo is used at small sizes, it’s still important that the established date be legible. To maintain legibility and the integrity of the design, the Celina logo should not be reproduced smaller than 1 inch for printed pieces and 96 pixels for on-screen use. 1” wide / 96 pixels
10 Celina Brand Standards Guide LOGO RESIZING
Properly Resizing the Logo The procedure for resizing our logo is identical in Microsoft Word, Excel and PowerPoint. To maintain the logo’s correct proportions when resizing, please follow these steps:
1. Open a new document and insert the logo, or an existing document containing the logo. NO YES YES 2. Click on the logo to select it. 3. A rectangular box appears surrounding the logo. 4. Along the perimeter of the rectangle are eight anchor points, one at each of the box’s four corners, and one NO NO at each midpoint of the four sides of the rectangle. 5. Position the mouse pointer at any one of the rectangle’s four corner points. YES YES 6. To reduce and size the logo, click and hold Shift NO while dragging the mouse toward the center of the rectangle. 7. To increase the size of the logo, click and hold Shift while dragging the mouse away from the center of the rectangle. 8. Do not resize using the rectangle’s four midpoints. This will distort the logo. 9. If you accidentally distort the logo, undo the mistake by using the Undo command or Control + Z keys. In some cases, it’s better to simply delete the logo and start over.
Celina Brand Standards Guide 11 LOGO DOS AND DON’TS
The use of space, sizing and color have all been carefully designed for the Celina logo — the logo should not be modified or altered.
Resizing Resizing the logo must be done correctly. Follow the instructions on page 11. Do not stretch or squash the logo.
No Modifications Do not alter, rotate or modify the logo. Do not change the colors.
No Effects Do not apply any graphic effects to the logo — no 3D effects, no drop shadows, no highlights.
Repeat Patters Do not reproduce the logo in a repeating pattern without approval.
12 Celina Brand Standards Guide BRAND TAGLINE
What does “Life Connected” mean? Celina is literally wired for connectivity with high-speed fiber, but also encourages personal connections through interconnected trails, open patios, and a thriving town square. Businesses and communities are built on connections. Celina brings people together.
Life Connected.
Celina Brand Standards Guide 13 TYPOGRAPHY
Like color, the official fonts are an integral part of Celina’s brand. With consistent use, it enables each communication piece to work together. While business communication documents and marketing collateral can vary widely, use these general guidelines regarding fonts and sizes.
The type used in the logo is fixed art. It should never be Use the logo with the tagline in altered or changed. marketing materials. For branding applications with a long shelf life, Century Schoolbook Bold e.g. city vehicles, the logo without the tagline may be preferred, as Copperplate Gothic Thirty-Three BC the tagline is more likely to be Copperplate Regular updated before the logo. Century Schoolbook Regular
Marketing Collateral Marketing fonts are intended for use in marketing materials, they are not intended for general business communications. PROXIMA NOVA ALEO ABCDEFGHIJKLM CONDENSED ABCDEFGHIJKLM NOPQRSTUVWXYZ NOPQRSTUVWXYZ abcdefghijklm abcdefghijklm Aa Zz nopqrstuvwxyz Aa Zz nopqrstuvwxyz 123456789 !@#$% 123456789 !@#$%
Business Communications
ARIAL NARROW ABCDEFGHIJKLM COURIER REGULAR REGULAR ABCDEFGHIJKLM NOPQRSTUVWXYZ NOPQRSTUVWXYZ abcdefghijklm abcdefghijklm Aa Zz nopqrstuvwxyz Aa Zz nopqrstuvwxyz 123456789 !@#$% 123456789 !@#$%
14 Celina Brand Standards Guide DEPARTMENTAL USAGE
Consistent use of the Celina logo and adherence to the approved convention for displaying department names will promote cohesion, and present a uniform look throughout the city.
PARKS & RECREATION DEVELOPMENT Proxima Nova SERVICES Condensed Semibold
Use the clear space established on page If the width of the department name exceeds 10 as a guide for the maximum width of the clear space break it into two lines. department names.
Examples
PUBLIC WORKS MAIN STREET MARKETING FINANCE
Celina Brand Standards Guide 15 COLOR PALETTE
Celina has a uniform and standardized color palette for use in presentations, proposals, and other communication pieces. The color palette consists of our logo colors, shades of other logo colors, and shades of black. The combination of colors provides options and allows for creativity in communication. Consistent use of the color palette will help us build a strong, memorable brand. All Celina employees must maintain a consistent use of color in all presentations and materials. Any exceptions must be approved by the marketing department.
Color Codes Explained Pantone Numbers: Also referred to as PMS numbers, this color system is used primarily for printing.
RGB Numbers: This color coding system is used primarily for electronic media that is not compatible with Pantone or CMYK color systems.
CMYK Numbers: This color-coding system is primarily used in printing when Pantone colors are not available (four-color only printing, digital printing, and internal materials printed on laser copiers).
HEX Numbers: This color coding system (short for hexadecimal) is used only for web/online display.
16 Celina Brand Standards Guide COLOR PALETTE
Secondary Color Palette The secondary color palette is used to add depth, contrast and visual interest to designs. These colors can be used when in need of a Celina Primary Color Palette limited palette (warm or cool palettes) or when The following swatches are the primary Celina in need of a larger range of colors for accents, colors: dark gold, bright gold, and black. These such as bullet points, subtitles, etc. The primary brand colors should be used regularly secondary colors are approved for use in all to distinguish Celina branded materials. Celina marketing materials and publications.
CELINA DARK GOLD DARK BROWN CMYK 17.41.100.0 CMYK 43.64.73.56 PM S 131 U PMS 175 U PM S 131 C PMS 4625 C R G B 215 .15 5 . 41 RGB 85.5642 WEB/HEX #D79B29 WEB/HEX #55382A
CELINA BRIGHT GOLD NAVY CMYK 4.28.97.0 CMYK 100.80.30.15 PMS 7404 U PMS 3015 U PMS 7405 C PMS 3015 C RGB 245.186.32 RGB 0.112.158 WEB/HEX #F5BA20 WEB/HEX #00709E
BLACK DARK GRAY CMYK 0.0.0.100 CMYK 62.48.49.48 RGB 0.0.0 PMS 553 U WEB/HEX #000000 PMS 418 C RGB 68.76.76 WEB/HEX #444C4C
PALE MOSS CMYK 56.31.46.13 PMS 5625 U PMS 5625 C RGB 56.31.46.16 WEB/HEX #6C857B
MAROON CMYK 33.99.93.52 PMS 1945 U PMS 7427 C R G B 10 0 .15 .19 WEB/HEX #9D1A30
Celina Brand Standards Guide 17 EXTERNAL COMMUNICATIONS
Business Cards Digital Signature In order to present a strong brand, please use only Email signatures are the most frequently seen approved artwork for business cards. Include only implementation of our brand. Please update your email necessary contact information. Do not add additional signature with the example provided below. logos or slogans.
JASON LAUMER 10 pt [email protected] City Manager
P 972.382.2682 M 972.382.2682 7.5 pt Life Connected. City of Celina 302 W. Walnut Street Celina, Texas 75009 www.celina-tx.gov
Front
Contact Marketing for authorized signature: Jessica Matehuala [email protected] 972-382-2682 ext 1050
Back
18 Celina Brand Standards Guide EXTERNAL COMMUNICATIONS
Envelope, Mailing Label and Letterhead
142 N. Ohio Drive • Celina, Texas 75009 • Phone 972.382.2682 • Fax 972.382.3736
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Sed mauris mauris, vestibulum ac sagittis quis, mollis vitae urna. Sed tincidunt nulla sed mauris posuere porta. Vestibulum aliquam nulla eget ullamcorper euismod. Donec sit amet ex elementum, porta neque ut, aliquam libero. Pellentesque at ex at enim vulputate placerat eget id mi. Nam sit amet porta nulla. Phasellus ultricies ac felis sed dictum. Vivamus eu laoreet nisl. Duis interdum, massa quis molestie suscipit, ante justo dapibus 142 N. Ohio Street, Celina, Texas 75009 mauris, nec euismod velit dolor tempus ligula. Nulla nec ante id ligula auctor molestie in et nisl. Ut maximus massa a nibh facilisis blandit. Nullam ac elementum nibh. In sed diam vel nulla pharetra vehicula.
Cras finibus nisi a gravida porta. Phasellus nec lorem suscipit, vehicula ante eget, ultricies nibh. Vestibulum molestie leo massa, eu bibendum erat pellentesque rutrum. Donec facilisis, justo vitae pharetra egestas, ex lacus ultrices nibh, ac pretium metus eros et lorem. In malesuada ornare lacus ac volutpat. Integer id efficitur nibh. Aenean pharetra vulputate turpis. Nullam consectetur ligula vitae lacinia semper.
Nulla eget lorem odio. Maecenas ac imperdiet tellus. Aliquam ac suscipit velit. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nullam vulputate nec metus nec sollicitudin. Nullam massa dui, condimentum sit amet ultrices id, elementum eu libero. Nam consectetur hendrerit justo nec pretium. Donec mattis velit mi. Mauris et urna eu ex hendrerit rhoncus.
Vehicles
Celina Brand Standards Guide 19 PRESENTATIONS
PowerPoint Templates PowerPoint templates are provided to help ensure the consistency of our brand when making presentations.
DEMOGRAPHICS
• Celina City Limits currently encompass 32 square miles while the ultimate boundary will be 78 square miles. • Celina’s current population is 20,000 people but that number is expected to grow to approximately 50,000 by 2025. • Celina’s median household income is $98,277, with an average home value of $391,991. Residents are only minutes away from large corporate campuses, LOCATION shopping, dining. • Situated in high growth Collin County and nestled between the major arteries of Preston Road to the east and the future Dallas North Tollway to the west, Celina’s maximum projected buildout population is approximately 350,000. • Celina will be the only other city besides3 Dallas to have 10 miles of Dallas North Tollway within its boundary. • Celina is located within two top rated school districts: Celina ISD and Prosper ISD.
City of Celina2 TAX DISTRICT PANEL PRESENTATION
CITY MANAGER, JASON LAUMER
Life Connected.
1
20 Celina Brand Standards Guide APPAREL & PROMO
Life Connected.
Celina Brand Standards Guide 21 TRADEMARKS & LEGAL DISCLAIMERS
The Basics Use the logo artwork provided by marketing. Do not add or delete legal designations from the logo artwork. By using the Celina trademarks in this Style Guideline, you agree to follow Celina Trademark Guidelines. The City of Celina reserves the right to cancel, modify, or change this policy at any time at its sole discretion without notice. These Guidelines apply to your use of the Celina trademarks. You may use the Celina trademarks solely for the purposes expressly authorized by the City of Celina. Strict compliance with these Guidelines is required at all times.
1. You may not alter the Celina trademarks in any manner, including, but not limited to, changing the proportion, color or shape of the Celina trademarks, or adding or removing any elements from the Celina trademarks. 2. The Celina trademarks must maintain reasonable spacing between each side of the marks and other visual, graphic or textual elements. 3. The Celina trademarks should not be placed in any way that interferes with the readability or display of the entirety of the trademarks. 4. You may not use the Celina trademarks in any manner that implies sponsorship or endorsement by Celina without express written permission from Celina. 5. You may not use the Celina trademarks to disparage Celina, its products or services. You many not use the Celina trademarks to disparage competitors or clients. 6. You acknowledge that all rights to the Celina trademarks are the exclusive property of the Celina, you will not take any action that is in conflict with Celina’s rights in, or ownership of Celina trademarks.
22 Celina Brand Standards Guide
For marketing support contact Jessica Matehuala: [email protected] 972-382-2682 ext 1050
24 Celina Brand Standards Guide