Website-RFQ-Addenda

Topeka and Shawnee County Public Library Graphic Standards & Style Guide

Oct 2019 Contents

Graphic Standards Letter from the Director ______1 Branding, Signature & Logo ______2 Icon ______3 Logo Color Usage ______4 Logo Color and Contrast ______5 Misuse of the Logo ______6 Alternate Use of the Logo ______7 Stay Curious Standards ______8 Typography ______9 Library News Typography Formatting ______11

Writing Style Guide Writing & Style ______12 Key AP Style Elements ______12 Library Specific Style Elements ______13 Tone ______14 Content ______15

Updated 7.24.18 Why We Have Graphic Standards

Topeka and Shawnee County Public Library aspires to excellence in customer service, in how we do things, in our sense of style and in our attention to detail. It is these things that make lasting impressions. When one person is especially thoughtful, when one person makes an extra effort, everyone in the library enjoys the benefit of the positive impression. Our visual communications program provides the same rewards and benefits. People notice when we are consistent, when we demonstrate style and do things in a tasteful manner. When each component of the library contributes to this consistency and style, everyone benefits from the cumulative value. Each of us is rewarded for being an effective member of the team, and the library is rewarded with increased recognition, prestige and awareness. This program is vital in our ability to communicate effectively, and provides both guidance and creative opportunity. Use the guidelines to assist you in the preparation of all communications materials. If you need assistance, it is readily available through the Communications and Marketing department. Thank you for your dedication to our shared goals and for your support. Sincerely,

Gina Milsap | Chief Executive Officer, Topeka and Shawnee County Public Library

1 Branding Signature Logo

A brand presents a clear, consistent, and Topeka and Shawnee County Public There are three primary versions of the professional image about an organization Library is the correct way of stating our library’s logo. and that, over time, creates an attachment name in publication. However, in social The vertical version is the primary logo to and loyalty for that brand. media, Library News and our website, use and should be used whenever space and A corporate identity is the fundamental the less formal reference of “your library” layout permit. It will always be designated style, quality, character and personality or “the library.” by TSCPL_VERT in its file name. that distinguishes an organization from The acronym TSCPL should not be used in The horizontal version is the secondary all others. Using the same style and outside communications, but is acceptable version, and should be used when the design helps us project a strong, unified, for internal communication. vertical logo will not fit a layout. It will organized and professional appearance. The logo should appear on all elements always be designated by TSCPL_HORIZ Corporate identity is an expression of that will be viewed outside of the library. in its file name. the personality, values and goals of an This includes, but is not limited to all The small horizontal version should be organization, in much the same way that a advertising, websites, brochures, flyers, used in instances where the logo needs person’s clothing tells others something of newsletters, drop boxes and vehicles. to be reproduced at a small scale, or who they are. read from a long distance. In this version Follow these guidelines for all materials the type is set at a larger proportion (printed and electronic) created for the to the icon. The small horizontal logo library. should only be used when the primary or SECONDARY VERSION secondary logo can’t possibly be used. It will always be designated by TSCPL_SM_HORIZ in its file name. PRIMARY VERSION A white box should not be placed behind the logo unless readability is impossible without it.

TSCPL_HORIZ

FOR SMALL REPRODUCTION WEB LOGO - USE OPEN SANS FONT

TSCPL-web-logo TSCPL_VERT TSCPL_SM_HORIZ 2 Icon

The library icon can be used by itself as a separate element for design purposes. Topeka and As a general rule the icon should only Shawnee be used when the logo will not work due to space or contrast constraints. County Public Use of the icon requires approval from Library Communications and Marketing. Incorrect / text set up similar to logo The icon can be used with or without text identifying the library. A white hairline should be used around the icon when placed on a color background. Topeka and Shawnee County Public Library Correct / text does not appear to be part of logo

TSCPL_ICON TSCPL_ICON with hairline

In some cases the type used in the logo may not reproduce well. In these instances the Topeka and Shawnee County Public Library icon may be used with an approved sans Correct / text does not appear to be part of logo serif font. Serif fonts should not be used in conjunction with the icon. The logo is the only approved use of a serif font with the icon. If the name of the library is to be used with the icon, the text should be set up so that it does not appear as part of the logo or icon. The font used should be Myriad Pro.* *Helvetica Regular or Arial Regular can be substituted if Myriad is not available.

3 PMS 285 Logo Color Usage C76, M23, Y0, K9 R0, G125, B197 The logo can be printed using the approved #0073CF PMS colors, or 4-color process screen USE 300U WHEN PRINTING ON UNCOATED STOCK builds (CYMK). RGB screen builds are provided for digital use. The logo can also 100% black be reproduced as black only or as black with halftone background. Black ink or white ink are the preferred colors to use when printing on colored Black with 60% halftone paper.

Black with 40% halftone

PMS 285 C PROCESS BLACK PMS 285 C PROCESS BLACK C100, M40, Y0, K0 C0, M100, Y56, K18 R4, G144, B199 R200, G12, B70 HEX #0073CF 100% one color black bitmap

PMS 300 U USE 300U WHEN PRINTING ON UNCOATED STOCK reverse to one color PMS 300 U white bitmap C100, M40, Y0, K0

4 Logo Color and Contrast

Using the logo on a solid color background such as shirts or pencils shirt color requires close attention to detail. In color 1 PMS 285 most instances the blue and black color color 2 white logo will require a 3rd color (white) be included in any pricing for printing (this color 3 black includes printing on colored paper). Communications and Marketing should be consulted with any blue and black color logo usage on colored backgrounds. 10% 60% 10% 60% You have two other choices. You can overprint the logo in black or reverse it out of the background.

Regardless which approach you choose 20% 70% 20% 70% there needs to be a constant value of 50 percent or more between the logo and the grey value of the background. Use the example on the right as a guide. The chart to the right shows acceptable 30% 80% 30% 80% contrast values for halftone, black and white versions of the logo. Unacceptable versions are indicated by .

40% 90% 40% 90%

50% 100% 50% 100%

TSCPL_HORIZ_BLK TSCPL_HORIZ_BLK TSCPL_HORIZ_BLK-bitmap-100k-type TSCPL_HORIZ_BLK-bitmap-100white-type 5 Misuses of the Logo

These are common examples of incorrect and correct usage.

Correct Usage white hairline around icon, white text

Incorrect / Do Not scale horizontally

Incorrect / Do Not place white box behind icon when used as a combination mark

Incorrect / Do Not scale vertically Correct Usage apply white box behind entire logo

Incorrect / Do Not apply the logo to a background with insufficient contrast

Incorrect / Do Not rotate the logo Correct Usage apply white box behind entire logo PREFERRED Correct Usage white hairline around icon & reverse type

Incorrect / Do Not apply the logo to a background with insufficient contrast Incorrect / Do Not change any colors in the logo [without prior permission of Communications & Marketing]

Correct Usage drop shadow is acceptable / reversing type to all white or all black is acceptable, but only in extreme situations

6 Alternate Use of the Logo

Any alternate usage of the logo should always be approved by Communications & Marketing before utilizing in any format. Approved entity logos are shown.

Alice C. Sabatini Gallery The Library Foundation

Friends of the Library Baker Genealogy Center

Red Carpet Services

7 Stay Curious Tag Line Stay Curious Standards

To promote our mission, the library has Along with the tag line stay curious added the tag line “Stay Curious” to our promotional materials (posters, banners, brand. The tag line should not replace advertising, etc.) have a clean appearance the logo. This tag line should be in the with a single dominant image that is font Gotcha and can be in white or black partially outside of the frame, a bright depending on the background color. colored background and minimal text. One of the following radial gradient colors should be used as a background for Stay Curious materials:

The Stay Curious tag line logotype is located here: Global/Projects & Resources/Stay Curious. All library logos must be reviewed by Communications & Marketing director before usage. 8 Typography

The library graphic identity system, The use of a primary typeface, will reinforce Myriad Pro is the primary font to utilize utilizes one primary and three secondary the visual identity of the library by quietly in all publications. Myriad Pro should typefaces—Myriad Pro, Aachen, Mrs Eaves, repeating a significant element of the graphic be utilized in some form if any text or and Sabon.* system. Over time and repeated use our letter forms are incorporated in a piece of The graphic identity system is not just the audience becomes aware of these graphic communication that appears in the library logo, but all elements used to market and shapes and the type becomes a part of how for public viewing, or if the piece will be promote the library. The use of type is as people recognize the library. viewed outside of the library. much a part of branding as anything else.

*Email correspondence is excluded. Helvetica, Arial or Myriad PT Sans can be used in publications if staff computer does not have correct fonts.

Myriad Pro Light Condensed Myriad Pro Black Condensed Myriad Pro Semibold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 123456789 123456789 123456789 Myriad Pro Light Condensed Italic Myriad Pro Black Condensed Italic Myriad Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 123456789 123456789 123456789 Myriad Pro Condensed Myriad Pro Light Myriad Pro Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 123456789 123456789 123456789 Myriad Pro Condensed Italic Myriad Pro Light Italic Myriad Black ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 123456789 123456789 123456789 Myriad Pro Semibold Condensed Myriad Pro Regular Myriad Pro Black Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 123456789 123456789 123456789 Myriad Pro Bold Condensed Myriad Pro Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 123456789 123456789 Myriad Pro Bold Condensed Italic Myriad Pro Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 123456789 123456789 9 Typography continued

Aachen, Mrs Eaves and Sabon LT Std etc. Mrs Eaves is used as headline text in Sabon are used the creative group should are secondary fonts and may or may not Library News. The use of other typefaces be consulted. be used depending on graphic style and is permissible but discouraged. If other Note: Michelangelo is the font used in preference. Sabon is primarily used as typefaces must be used in conjunction the Topeka and Shawnee County Public the text font (or body copy) in Library with Myriad Pro they should still convey Library logo News. Sabon should be used sparingly a clean, professional esthetic. If a typeface in advertising, posters, flyers, internet other than Myriad, Aachen, Mrs. Eaves or

Aachen Mrs Eaves Sabon Aachen Bold grabs attention in sports or A mix of just enough tradition with an Classic, elegant, and extremely legible, the commercial display work such as signage, updated twist. It’s familiar enough to font Sabon is one of the most beautiful advertising, T-shirts, or packaging. be friendly, yet different enough to be Garamond variations. interesting. Due to its relatively wide proportions, as compared with the original The font Sabon is particularly good for text Baskerville, it’s useful for giving presence to and headlines in: books/text, magazines, small amounts of text such as poetry, or for advertisements, documentation/business elegant headlines and for use in print ads. reports, corporate design, multimedia, It makes the reader slow down a bit and correspondence. contemplate the message.

Aachen Std Medium Mrs Eaves Roman Sabon LT Std Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 123456789 123456789 123456789 Aachen Bold Mrs Eaves Bold Sabon LT Std Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 123456789 123456789 123456789 Sabon LT Std Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Sabon LT Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789

10 Library News Typography Formatting

General Text Myriad Pro is the primary font for all Myriad Pro or Sabon should be used for library communication. Sabon can be body copy text. used when a clear differentiation of type is Single space between sentences. necessary. All book titles and movie titles should be Headlines and Subheads set in italic. Fahrenheit 451 by Ray Bradbury Headlines and subheads should be set upper and lowercase with the first letter of Avoid all-caps in text. The eye recognizes each word capitalized and no punctuation. words by their letterforms. All caps makes it difficult for the eye to differentiate words Mostly Fearless Women and slows down the reader. Acronyms can be an exception as well. Paragraphs Type should be set flush left in brochures, letters and other text heavy documents. Posters and advertising can be set justified or flush left. Do not indent the first line of paragraphs, but use additional leading or line-spacing to achieve clear separation of paragraphs. Avoid centering all type. Centered type is for short, formal messages such as invitations. It is difficult to read long passages of centered type.

11 Writing & Style Key AP Style Elements

Writing Audiobook Comma in a series At the library staff members work together One word. Do not use a comma before the conjunction as a team to disseminate the massive in a simple series. Learn science, technology, amounts of information we distribute. Capitalization engineering, art and math. In our print and web content, we seek to Capitalize the first word of a title or Use a comma for clarity in a complex relay that information in a friendly, clear, headline. Do not capitalize any other words series or a series with a compound phrase, concise and enjoyable way. in the title or headline unless they are however: proper nouns. The same rules apply to sub- Our content drives customers to use the headlines and section titles. Complex: The main points to consider are library. Written communications are the whether the athletes are skillful enough to entry portal. For customers to trust us Only capitalize proper nouns in your copy. compete, whether they have the stamina to as content providers, our writing must The library has special collections relating endure the training, and whether they have be consistent in 1) style, 2) tone and 3) to local history. the proper mental attitude. content. Capitalize neighborhoods. My favorite Compound: The partners include the place to hang out is in the Arts and Crafts Greater Topeka Chamber of Commerce, Style Neighborhood. Shawnee County Parks and Recreation, and The library uses Associated Press Style The following areas of the library are Harvesters. (apstylebook.com) as the primary reference capitalized: The Edge, the Kids Library, for punctuation, grammar and usage. David J’s, Chandler Booktique, Red Carpet, Email The library’s dictionary of choice is and New Media, Books and Music. No hyphen and lowercase. email Merriam Webster Dictionary (merriam- Always use the full proper name in your webster.com). Use the first spelling that first or only mention of named areas, then Internet and intranet your search returns. This site is also useful refer to a shortened version thereafter. The Internet is accessible to customers for determining if a compound word is two Oveson-Campbell Homework Center is a and intranet is only accessible to staff. words, hyphenated or combined into one great place to study. The Homework Center Lowercase. internet, intranet word. is staffed by two excellent helpers. Numbers The following pages provide commonly The Chandler Booktique has a big sale used AP Style elements, library exceptions Spell out numbers below 10 and use figures today. Come down to the Booktique to for numbers 10 and above. to AP Style and library-specific styles. stock up on great gifts for family. E.g.: …seven, eight, nine, 10, 11…

12 Key AP Style Elements Library Specific Style Elements Professional Titles Banned Books Week instead of 12pm to avoid confusion. Do not In general, confine capitalization to formal We refer to the ALA National Banned put a space between the number and the titles used directly before an individual’s Books Week initiative as “Celebrate Your am and pm. Do not use punctuation for am name. CEO Gina Milsap announced Freedom to Read Week.” This is a decision and pm. Abbreviate day and month (except upgrades to the library computers. made by C&M Director in response to March, April, May, June and July) without Lowercase and spell out titles when they customer feedback. a period. are not used with an individual’s name. The Computer and Gadget Help is Tues, Oct 5, director issued a statement. The librarian Casual language 11am - 12:30pm. recommended books. Avoid “stuffy” language like “collections,” “materials” and “circulation” when writing Lowercase and spell out titles in Downloading vs. streaming copy that customers will read. Generally When customers are borrowing albums constructions that set them off from a speaking, people are not aware of these name by commas. The tween librarian, and books/audiobooks from our digital library industry terms. We want that stigma libraries (hoopla and OverDrive, etc), they Natalie Moreland, coordinated the Lego® of the shushing librarian to go away. tournament. are “downloading” items temporarily to their accounts. When they are watching a Quotations and parentheses Check out vs. Checkout movie or TV show, they are “streaming” Punctuation belongs inside quotations. As a noun or adjective checkout is one those items. “Yes,” said the library customer. The library word. The checkout limit is 99 items. customer answered, “Yes.” As a verb check out is two words. Check Ebook Punctuation belongs outside parentheses. out the latest releases. Do not use a dash in “ebook” and when It was a busy day at the library (school had the word begins a sentence, it is capitalized. just let out for summer). Customers Ebooks are the fastest-growing collection. People who use the library are referred to Sentence Spacing as “customers.” They are taxpayers who’ve Headlines Use a single space after a period. pre-paid for borrowing our items. Headlines and subheads should be set upper and lowercase with the first letter of Web, webpage, website Date and time formatting each word capitalized and no punctuation. All lowercase and one word. Format dates in this order: Day / Month / Mostly Fearless Women Day of the Month / Time. Do not use “th” or “st” on dates. Do not include the o’clock (:00). Do not include superfluous articles such as “at,” “from” or “on.” Use noon

13 Library Specific Style Elements Tone

Leads Use of the ampersand, as in “Topeka & Writing with a smile The lead of a story is the opening Shawnee County,” is restricted to headlines When customers come into the library, we paragraph, which is generally short. The and shouldn’t appear in body copy. greet them with a smile. When customers lead should be a call to action. Tell the enter our digital branch or our publications, reader what we want them to do. Magazines we should do the same with our writing. If you like magazines, visit Flipster. Use the word magazines not periodicals. No smile: This weekend, cowboy poet Ron Experiment with NoveList Plus to find Wilson and friends will read poems about Movies and music the cowboy lifestyle. your next read. Use the words movies and music not media. Don’t lead with a question you will Smile: This weekend, cowboy poet Ron Wilson and friends will regale an audience immediately answer. Example: Do you like Nonfiction with the nit and grit of cowboy life. magazines? Then visit Flipster. Avoid this One word. type of question in all your writing. The second sentence feels more friendly and Paragraph spacing casual. Library Create a line of space between paragraphs Although the library is an institution, First mention for non-library publications for web and print. its writing should not be institutional. It is Topeka and Shawnee County Public should have personality because the library Library. Titles of books and media is people. Use italics for titles of books, songs, First mentions in library publications As a staff, we are avid readers and a group television shows, films, poems and works of (Library News, enews, postings on tscpl. of very sharp people. As advocates of the art, not quotations. org) and all other mentions is “the library” library and its vast offerings of the written or “your library.” Example: News correspondent Holly word, we should wield language in such a Non-library publication: In 2016, the Bailey, an Oklahoma native, tells the story way that our reader receives a crisp visual Topeka and Shawnee County Public of this tornado in The Mercy of the Sky. image of what they can expect from the Library was recognized as the Library event, service or resource we are describing. of the Year. The library is committed We write with a lighthearted tone using to ensuring every child is ready for intelligent and descriptive language. Slang kindergarten. is appropriate and so is a first-person Article on tscpl.org: Access thousands of perspective, which uses the “I” and tells ebooks through your library. the story from a personal history and Never use the acronym TSCPL with the perspective. Write the same way you would public unless referring to our web address. talk to a customer.

14 Content

Web blogs / articles News releases Things to keep in mind as you’re entering The word “blog” is used as a misnomer at These are written and distributed through your program descriptions: the library, but it is a word that has stuck C&M. News releases generally fall into one • Get straight to the point. Why should for staff to use to describe any post they of the following categories. the customer come to the event? add to the library’s website. • Information & advisories – • Be heavy-handed with verbs. Avoid Web articles should be “evergreen” announcements about new “slack” verbs that are often overused meaning the majority of the content additions to the library, news about when marketing events: join, discover, should be timeless. You can mention event its operations, and Friends and celebrate, learn, kick off. information, but that shouldn’t be the focus Foundation news. of the story. • Exceptional events – ones that are Social media post All articles need to connect to the library created in partnership with another These are generated by staff members on in some way. This may mean including a organization and/or have a significant designated social media teams. Here’s the book, movie or music list, or linking to budget. The C&M Director will complete list as of this writing: online library resources. determine if these types of releases are • Facebook necessary. The communications editor maintains • Twitter a schedule of web articles with writers • 10 events – a list-style news release and deadlines. If you are interested that gives a short summary of 10 • Instagram in writing a web article, please check events over the two-month Library • Flickr with your supervisor then contact the News cycle chosen by the C&M • YouTube communications editor and discuss your Director to highlight, along with a link ideas. to our full calendar. • Pinterest • Good Reads See Digital Branch Style Guide for more Event descriptions C&M provide content to the social media web specific details. [LINK] These are entered by programmers into teams that aligns with content in Library Program Book. They are under 300 News and online articles. Library News articles characters when originally entered. The majority of these are generated by the Program Book populates the library’s See the library’s content calendar Communications and Marketing (C&M) online calendar and the Library News If you have an idea for a social media team, department. However, all staff members are schedule of events. See production schedule email DG-Facebook for a Facebook post, invited to pitch an article idea to C&M. to view deadlines for Library News. [LINK] or the DG-Public Relations group. That staff member may be asked to write See social media guidelines [LINK]. the article.

15 Content

Video A video that promotes an event, service or collection is a great way to reach your audience. Consult with C&M and Digital Services about your idea for a video.

Podcast The library’s podcast is called HUSH and is a vehicle for discussion about books and reading. Consult with HUSH organizers when you have an idea for a podcast.

Other writing Email messages, PowerPoint presentations, and instructions you create for classes and events, also need to follow library style. Our customers may not notice, but the consistency will lend us further credibility.