Brand Identity Guidelines

May 2017 A Message from the City Manager

The City of San Marcos has experienced significant growth and change over the last few decades. As such, city leadership felt compelled to review the identity and principles that have made San Marcos great to ensure that these attributes are aligned with the bright future of this community.

To do this, we embarked on a comprehensive identity project to better define who we are, what we do and why we do it. We looked at our current reality, existing perceptions and our aspirations for the future.

The result of this intensive, research-based process provided the city with an identity, narrative, tagline and visual elements (logo, colors, typography) that exemplify what San Marcos is and strives to be. All of these elements are outlined and explained in this brand identity guidelines manual.

The city’s new expression of its brand identity will soon become our face to the world, so it is essential that it be used correctly and consistently – from business cards to vehicle decals to publications. By doing so, we help solidify our brand in the minds of visitors, residents and businesses.

This manual provides guidance for logo, color, typography and design usage. Your full cooperation and support of these guidelines are appreciated. As always, the oﬀice of communications is available to answer any questions you may have about brand implementation.

Thank you for your support of this important initiative.

Sincerely,

Jack Griﬀin, City Manager Table of Contents

1.0 INTRODUCTION 4.0 APPAREL 1.1 Overview 4.1 Staﬀ Shirts 1.2 Goals 4.2 Uniforms 1.3 Consistency 4.4 Caps

2.0 THE SAN MARCOS BRAND 5.0 VEHICLES 2.1 Brand Platform and Tagline 5.1 City Vehicles 2.2 Logo 5.2 Other Vehicles 2.3 Minimum Clear Space 2.4 Color Palette 6.0 SPECIALTY ITEMS 2.5 Color Reference 6.1 Application Variety 2.6 Acceptable Color Use 2.7 Logo Misuse 7.0 SIGNAGE 2.8 Logo Fonts 7.1 Monument 2.9 Publication Fonts 7.2 Entry Signs 2.10 Supporting Graphics 7.3 Wayfinding 2.11 City Seal Use 2.12 Sub-Brand Use 8.0 PUBLICATION STANDARDS 3.0 APPLICATIONS 8.1 Writing Style Guidelines 8.2 Print-Ready Standards 3.1 Letterhead 8.3 Newsletters 3.2 Envelopes 8.4 Brochures, Flyers, Postcards 3.3 Business Cards 8.5 Advertising 3.4 Public Notices 8.6 Website Style Guidelines 3.5 Agenda, Fax and Memo Cover Sheets 8.7 Social Media Guidelines 3.6 Email Signature 8.8 Photography Guidelines 3.7 Report Covers 3.8 PowerPoint Templates 3.9 Formal Proclamation and Commendation 3.10 Informal Certificate of Recognition Introduction

City of San Marcos | INTRODUCTION 1.0 Overview

A strong community identity is supported by the adherence to this document.

A community identity helps audiences distinguish us from other cities and is built on the foundation of community experiences, perceptions and aspirations of residences, visitors and businesses. A successful identity must be accurate, deliver on its brand promise, and provide a consistent experience with every encounter.

An identity is more than just a logo or a tagline. It is who the city is at its core – what, why and how it provides projects, programs and services to its various stakeholders.

While the city’s identity is so much more than its logo, this element – along with other visual communication elements – remain key to eﬀectively communicating the city’s brand.

Graphic standards allow the many city departments and organizations to come together as a unified whole before the community and region – one voice, one brand, one city.

This document outline the policies, procedures and graphic standards that must be followed in order to achieve a unified and consistent visual identity program for the City of San Marcos. This includes the correct use of the city logo, seal and city color palette in a variety of applications including letterhead, forms, signage, vehicles, promotional items and publications.

City of San Marcos | INTRODUCTION 1.1 Goals

• Attract and grow business in San Marcos with a fresh identity that resonates with its assets.

• Reflect San Marcos’ variety of activities and vibrancy with residents that care so much about maintaining its beauty, culture and overall freshness.

• Present a comprehensive design scheme that reaﬀirms the city’s corporate identity, enhances its image within the community and region, and defines its unique position in relation to other world-class cities.

City of San Marcos | INTRODUCTION 1.2 Consistency

How we communicate as an organization is as important as what we communicate. Simply put, standards are what put the identity in graphic identity. They enable an organization to maintain its distinctive look and feel in any situation.

As a visible and easily recognizable organization, it is essential to portray a consistent image across all visual platforms.

When producing materials on behalf of the City of San Marcos, follow the standards provided in this guide. These guidelines are our team’s visual playbook, providing the guidelines necessary to reach our goal of clear communication and an eﬀective brand image.

The brand must be consistent throughout all materials, internally and externally, in order to preserve its validity. Consistent application of the logos, city colors, typography and supporting layouts are vital to strengthening the city’s brand identity and brand recognition. By using its graphic elements consistently and judiciously, the City of San Marcos continues to distinguish itself from other cities while maintaining a positive image for the community.

As it is impossible to foresee and discuss every application of the San Marcos brand throughout these guidelines, please contact the Communications Oﬀice with any questions or for clarification.

The Brand Identity Guidelines are located on the city’s Intranet, http://smc-intranet/index.aspx?page=154 .

City of San Marcos | INTRODUCTION 1.3 The San Marcos Brand

City of San Marcos | THE SAN MARCOS BRAND 2.0 Brand Platform and Tagline

The city’s brand platform defines the core elements of who we are, what we do and why we do it. It is an internal facing tool that should guide messaging across the organization and to the public, but is not necessarily language that would be presented directly to the public.

San Marcos Brand Platform

San Marcos is a diverse, vibrant community in northern San Diego County uncovering its potential as a business and entertainment center while celebrating its natural beauty and stronghold as an education hub, in order to create a balanced community for everyone who calls it home.

San Marcos Tagline

Discover Life’s Possibilities

City of San Marcos | THE SAN MARCOS BRAND 2.1 Logo

The new logo is intended to capture the spirit of the San Marcos community in a way that resonates with residents and is attractive to businesses and visitors while complementing the city’s existing city seal.

By incorporating a stylized compass rose within the “SAN MARCOS” type, the design borrows from the city’s existing color palette and the aesthetics found in the updated city website and refreshed San Marcos 360 magazine.

Inspired by San Marcos landscapes, the four brightly colored quadrants within the mark speak to the vibrant and diverse aspects of the San Marcos community. The classic directional symbol immediately communicates exploration and discovery in a succinct but fresh way while paying tribute to the city’s motto, “Valley of Discovery.”

The introduction of a warm orange color for the tagline type “DISCOVER LIFE’S POSSIBILITIES” also ties into the Innovate 78 campaign’s selection of orange to represent San Marcos within the region.

City of San Marcos | THE SAN MARCOS BRAND 2.2 Minimum Clear Space

Always surround the City of San Marcos logo by the amount of clear space specified.

The clear space specifications help to maintain integrity and presence when logos are placed in proximity to competing visual elements. Do not position text, graphic elements or other logos within the recommended clear space.

1/2 A 1/2 A

City of San Marcos | THE SAN MARCOS BRAND 2.3 Color Palette

The City of San Marcos color palette consists of two primary colors and five secondary colors inspired by the natural beauty of San Marcos.

Deep Sky Blue Poppy Sunset Coastal Blue Dusty Violet Pistachio Warm Gray

City of San Marcos | THE SAN MARCOS BRAND 2.4 Color Reference

Deep Sky Blue Poppy Sunset Coastal Blue Dusty Violet Pistachio Warm Gray

PMS 7708 PMS 7584 PMS 143 PMS 5493 PMS 7654 PMS 577 PMS Warm Gray 2

CMYK CMYK CMYK CMYK CMYK CMYK CMYK 100 / 18 / 12 / 59 0 / 70 / 100 / 17 0 / 32 / 87 / 0 47 / 4 / 16 / 16 34 / 55 / 10 / 4 35 / 2 / 58 / 0 6 / 7 / 10 / 11

RGB RGB RGB RGB RGB RGB RGB 0 / 86 / 112 186 / 88 / 38 241 / 180 / 52 127 / 169 / 174 162 / 120 / 156 169 / 196 / 127 203 / 196 / 188

HTML HTML HTML HTML HTML HTML HTML 005670 BA5826 F1B434 7FA9AE A2789C A9C47F CBC4BC

City of San Marcos | THE SAN MARCOS BRAND 2.5 Acceptable Color Use

Full color is the preferred color treatment for the City of San Marcos logo; use this whenever possible.

Full color This is the preferred use.

Two color One color For use only when two spot colors must be used. For use only when one spot color must be used.

One color black Reversed For use only when black ink is the only choice. For use only when logo must appear against a dark background.

City of San Marcos | THE SAN MARCOS BRAND 2.6 Logo Misuse

Ensure consistent reproduction of the City of San Marcos logo. Some examples of common misuse are shown below. Although these do not represent every instance of misuse, they illustrate common situations to avoid. Use only approved digital art files.

Do not use color variations other than what is provided Do not add drop shadows, outlines, bevels or other eﬀects. by the Communications Department.

www.san-marcos.net Do not stretch, elongate or otherwise distort the logo. Do not add anything within the logo’s clear space.

Discover Life’s Possibilities

Do not use an alternative font for any portion of the logo Do not place the color logo on a busy background. or tagline.

City of San Marcos | THE SAN MARCOS BRAND 2.7 Logo Fonts

Scala Sans Small Caps is one of the base fonts used in the City of San Marcos logo and tagline. It was designed Nexa is used for some characters within the City of by Dutch type designer Martin Majoor and is available in San Marcos logo. It was designed by Svetoslav Simov a variety of weights. for the Fontfabric Type Foundry. Known for its excellent legibility in both web and print, it is available in weights Scala Sans (body copy) ranging from thin to black. Aa Bb Cc Dd Ee Ff Gg abcdefghijklmnopqrstuvwxyz Nexa (body copy) 1234567890 Aa Bb Cc Dd Ee Ff Gg abcdefghijklmnopqrstuvwxyz Scala Sans Bold (headlines, subheads, sidebars) 1234567890 Aa Bb Cc Dd Ee Ff Gg abcdefghijklmnopqrstuvwxyz Nexa Regular Italic (subheads, sidebars) 1234567890 Aa Bb Cc Dd Ee Ff Gg abcdefghijklmnopqrstuvwxyz Scala Sans Italic (subheads, sidebars) 1234567890 Aa Bb Cc Dd Ee Ff Gg abcdefghijklmnopqrstuvwxyz Nexa Bold (headlines, sidebars) 1234567890 Aa Bb Cc Dd Ee Ff Gg abcdefghijklmnopqrstuvwxyz Scala Sans Bold Italic (subheads, sidebars) 1234567890 Aa Bb Cc Dd Ee Ff Gg abcdefghijklmnopqrstuvwxyz Nexa Bold (subheads, sidebars) 1234567890 Aa Bb Cc Dd Ee Ff Gg abcdefghijklmnopqrstuvwxyz Scala Sans Small Caps (headlines, subheads, sidebars) 1234567890 Aa Bb Cc Dd Ee Ff Gg abcdefghijklmnopqrstuvwxyz 1234567890 City of San Marcos | THE SAN MARCOS BRAND 2.8 Publication Fonts

Source Sans Pro is the preferred choice for body copy When a serif font is preferred, Cambria is in City of San Marcos publications. It was designed by recommended for all City of San Marcos Paul D. Hunt for Adobe and is available in multiple correspondence and publications. Designed by weights, from extra light to black. Robert Slimbach for the ITC Foundry, it is available in weights ranging from book to black. Source Sans Pro (body copy) Aa Bb Cc Dd Ee Ff Gg Cambria (body copy) abcdefghijklmnopqrstuvwxyz Aa Bb Cc Dd Ee Ff Gg 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890 Source Sans Pro Italic (subheads, sidebars) Aa Bb Cc Dd Ee Ff Gg Cambria Italic (subheads, sidebars) abcdefghijklmnopqrstuvwxyz Aa Bb Cc Dd Ee Ff Gg 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890 Source Sans Bold (headlines, subheads, sidebars) Aa Bb Cc Dd Ee Ff Gg Cambria Bold (headlines, sidebars) abcdefghijklmnopqrstuvwxyz Aa Bb Cc Dd Ee Ff Gg 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890 Source Sans Bold Italic (subheads, sidebars) Aa Bb Cc Dd Ee Ff Gg Cambria Bold Italic (subheads, sidebars) abcdefghijklmnopqrstuvwxyz Aa Bb Cc Dd Ee Ff Gg 1234567890 abcdefghijklmnopqrstuvwxyz 1234567890

City of San Marcos | THE SAN MARCOS BRAND 2.9 Supporting Graphics

Supporting graphics elements such as the one-color logo mark in either warm gray or white may be utilized to further communicate the City of San Marcos brand. The full-color logo mark may also be used in some instances as a stand-alone graphic. See examples in the Applications 3.0 section.

The half-compass, one-color logo mark is also used as a graphic element in many city communication designs. See examples of use in Letterhead on page 3.1 and Public Notices on 3.4. The half-compass should only be used when the design accommodates it bleeding oﬀ the left-hand side of the layout. It should only be used in warm gray or white.

City of San Marcos | THE SAN MARCOS BRAND 2.10 City Seal

Around the seal perimeter are the Originally developed in 1963 to reflect the words “CITY OF SAN MARCOS.” history of San Marcos, the official city seal was modernized and approved in June 1994 and refreshed once more in 2012. The city seal is codified in the San Marcos Municipal Code. The city’s motto, “VALLEY OF Y O F D I S C O L E V L E R DISCOVERY” is located inside the circle A Y The city seal is designed to legitimize or V as well as the words, “INCORPORATED JANUARY 28, 1963 | CHARTERED validate documents. With the advent of the JULY 4, 1994.” city logo, the city seal will return to its elevated status and be reserved for use on The Twin Oaks, depicted in green, official documents only. I 4 represent the city’s official tree. N 9 9 C 1 O , RP 4 O LY RA JU Known as North County’s education The seal can be used on reports to council TE D D ERE JANU ART ARY 28, 1963 CH hub, Mount “P” and Craven Hall or committees, official memos, letters, represent Palomar College and certificates and proclamations. Cal State San Marcos respectively.

As a prominent landmark, City Hall The city seal should not be used in is depicted and represents local conjunction with the city logo. government.

The San Marcos Creek represents In order to maintain the integrity of the seal, landscapes and natural environment the minimum diameter should be 1.5 inches unique to San Marcos. for print or 450 pixels for digital applications.

The clearspace for the seal should always be a minimum of 50 percent of the overall height.

City of San Marcos | THE SAN MARCOS BRAND 2.11 Sub-Brand Use

Innovate 78 Innovate 78 is a branded regional collaborative of the five SR-78 corridor cities – Carlsbad, Escondido, Oceanside, San Marcos and Vista – coming together with a shared vision to boost economic prosperity along the 78 Corridor. From tech startups to life sciences and communications, North County is the place where innovation and lifestyle collide. Here, in the five forward-thinking communities that comprise the 78 Corridor, creative leaders are gathering to continue this momentum of innovation and success.

The Innovate 78 brand position helps the area, including San Marcos, stand out in the economic development marketplace. Intended to be used by the city’s Economic Development Oﬀice for the purpose of regional economic development promotion, the Innovate 78 logo should appear with the San Marcos logo and be consistent with this brand manual for any city-produced materials and messaging. Innovate 78 is secondary to the City of San Marcos identity.

Region Logo The 78 Corridor takes center stage in this logo. The sides of the dynamic brightly colored pentagon represent the five communities that comprise the 78 Corridor, individually unique and vibrant but strong and solid when working together. The shade within each colored triangle adds dimension and a sense of movement. The type is bold and strong just like the region itself. San Diego’s Upside is strategically located above the mark.

San Marcos Fire Department The San Marcos Fire Department (SMFD), operating as a special district, maintains a sub-branded set of assets, which include the SMFD seal, patch and type face.

Please contact SMFD directly for their brand management guidelines.

City of San Marcos | THE SAN MARCOS BRAND 2.12 Applications

The following sample applications demonstrate uses for the City of San Marcos’ logo, colors, typography and graphics.

City of San Marcos | APPLICATIONS 3.0 1'' 3'' .5''

.3125 '' Letterhead

1.5 '' Please refer to page 2.5 for Pantone/CMYK color 1.625 '' Economic Development Division reference. [email protected]

The department or division name is set in Scala Sans Small Cap 10 pt., poppy. The baseline should align with “SAN MARCOS.”

The department email is set in Source Sans Pro Bold 9 pt., deep sky blue. The baseline should fall 1.5 '' from the top of the letterhead and align with “Discover Life’s Possibilities.”

The City of San Marcos logo measures 3 '' wide and is placed 1'' from the left. The baseline should fall 1.5 '' from the top.

One-half of the compass mark is used as an additional graphic element in warm gray.

The color bar which runs along the bottom edge of the letterhead is a combination of deep sky blue and warm gray.

The words “City of San Marcos, California” is set in Scala Sans Small Cap 13 pt. and reverses out of the deep sky blue portion. Type should left align 1 '' from the left.

The city address is set in Source Sans Pro Regular 9 pt., black. Vertical stroke dividers are in poppy. Type should right align .5 '' from the right.

The city website is set in Source Sans Pro Bold 9 pt., deep sky blue. Type should right align .5 '' from the right.

www.san-marcos.net

.5625 '' City of San Marcos, California 1 Civic Center Drive | San Marcos, CA 92069 | (760) 744-1050 .25 '' City of San Marcos | APPLICATIONS 3.1 1'' .5 '' .75 '' 2.5 ''

.25 '' Envelopes

1.4375 '' 1.375 '' Please refer to page 2.5 for Pantone/CMYK color 1 Civic Center Drive | San Marcos, CA 92069-2918 reference. Department Name 2'' (760) 744-1050 www.san-marcos.net The City of San Marcos utilizes two envelopes – a standard #10 version and a converted back flap version for use by the City Council and executive leadership team.

For both envelopes the placement of elements on the front is identical, the exception being department personalization on the standard version.

One-half of the compass mark is used as an additional Standard envelope graphic element in warm gray.

The city logo measures 2.5 '' wide and should be placed .75 '' from the left side of the envelope.

The address should right-justify 3.25 '' from the left and be letter spaced to match the width of the city logo. Address line

is set in Source Sans Pro Regular 8 pt., black. The baseline

8 1 9 2 - 9 6 0 2 9 A C , s o c r a M n a S | e v i r D r e t n e C c i v i C 1

S O C R A M N A S F O Y T I C should measure 1.4375 '' from the top.

On the standard envelope, the department name is set in Source Sans Pro Bold 9pt., deep sky blue. The phone number is Source Sans Pro Regular 8 pt., black. The city’s website is set in Source Sans Pro Bold 9 pt., deep sky blue. These three lines have 9 pt. leading.

On the converted envelope for City Council, the words “CITY 1 Civic Center Drive | San Marcos, CA 92069-2918 OF SAN MARCOS” reverse out of the deep sky blue back flap www.san-marcos.net and are set in Source Sans Pro Bold 10 pt. The city address is centered underneath in Source Sans Pro Bold 9 pt.

Converted envelope City of San Marcos | APPLICATIONS 3.2 Business Cards

Please refer to page 2.5 for Pantone/CMYK color reference.

The City of San Marcos business card measures 3.5 '' wide x 2'' high. 2.4375 '' .25 ''

.3125 '' .25 '' All copy right justifies .25 '' from the right-hand side. First name Last name Title One-half of the compass mark is used as an additional T: (760)744-1050, ext. 0000 graphic element in warm gray. C: (000)000-0000 (if applicable) The city logo measures 2.4375 '' wide and should be placed 1.375 '' .25 '' from the right side of the business card.

Employee name is set in Source Sans Pro Bold 9 pt., deep sky first initial/[email protected] blue. Title, oﬀice and cell phone copy are set in Source Sans www.san-marcos.net Pro Regular 8 pt. with 9 pt. leading, black. The “T:” and “C:” 1 Civic Center Drive | San Marcos, CA 92069-2918 descriptors are set in Source Sans Pro Semibold 8 pt., poppy. .3125 '' .25 '' Employee email address, City website and City address are set in 8 pt. with 9 pt. leading.

Employee email address is set in Source Sans Pro Semibold, deep sky blue.

City email address is Source Sans Pro Bold, deep sky blue.

City mailing address is Source Sans Pro Regular, black. This line should be letter spaced to the width of the city logo. The vertical dividing line appears in poppy.

City of San Marcos | APPLICATIONS 3.3 Public Notices

As public employees, it is important to provide clear communication that the public can understand and use. All staﬀ should work to make public notices and city communications in “plain language.” By reducing jargon, simplifying sentence structure, and choosing easier words whenever possible, important information becomes clearer for everyone.

Examples of general public notice templates are shown at left. General and department-specific templates are available on the city’s intranet, http://smc-intranet/index.aspx?page=154 . All template customizations should be coordinated with the Communications Oﬀice. Generic

Department specific

City of San Marcos | APPLICATIONS 3.4

Second sheet City of San Marcos Agenda, Fax and Memo Cover Sheets 1 Civic Center Drive San Marcos, CA 92069

CITY COUNCIL Day, Month, 2017 REGULAR AGENDA 6 pm

Examples of agenda, report, fax and memo templates are shown below and are 1 Civic Center Drive San Marcos, CA 92069 available on the city’s intranet, STAFF REPORT File #: AAA-0000 http://smc-intranet/index.aspx?page=154 .

FAX COVER SHEET NO. OF PAGES INCLUDING COVER:

DATE: FROM:

TO: DEPARTMENT: MEMORANDUM COMPANY: PHONE: PHONE: FAX: TO: FAX: FROM: DATE: COMMENTS: SUBJECT:

NOTE: The information contained in this transaction is privileged, confidential and intended solely for the use of the individual or entity named above. If you are not the intended recipient you are hereby notified that any reading, dissemination , distribution or copying of this transmission is strictly prohibited. If you have received this communication in error, please n otify us immediately by telephone and return the original communication to us at the address printed below via the United States mail. We will reimburse you for the mailing cost. Thank you.

City of San Marcos, California 1 Civic Center Drive | San Marcos, CA 92069 | (760) 744-1050

City of San Marcos | APPLICATIONS 3.5 Email Signature

Email is an acceptable form of communication in the city. However, it is important to remember that the tone and format of the email represents the city as an organization, and must always be professional.

A consistent email signature that follows these standards adds a professional touch and an immediate connection to the city brand. All city employees should use the email signature block provided below.

PLEASE NOTE: Personal quotes, graphics, backgrounds, links or social media icons should not be used in the email signature or embedded as a background email template. It is permissible to add certain standardized work-related language, such as legal disclosure policies and helpful links approved by the Department. Images and logos (outside of what is shown below) should not be included in an email signature.

NAME | Title City of San Marcos | 1 Civic Center Drive, San Marcos CA 92069 T: (760) 744-1050, ext. 0000 | C: (760) 000-0000 [email protected] | www.san-marcos.net

Discover San Marcos on social media: Facebook | Twitter | Instagram | LinkedIn | YouTube

City of San Marcos | APPLICATIONS 3.6 Report Covers

Examples of report cover templates are shown below and are available on the city’s intranet, http://smc-intranet/index.aspx?page=154 . All template customizations should be coordinated with the Communications Oﬀice.

City of San Marcos | APPLICATIONS 3.7 PowerPoint Templates

Examples of PowerPoint templates are shown below and are available on the city’s intranet, http://smc-intranet/index.aspx?page=154 . Staﬀ will have the opportunity to select from multiple templates. Consideration for presentation purpose should be given when selecting templates. Each template also provides formatting tips that should be followed in order to eﬀectively communicate information to the public.

City of San Marcos | APPLICATIONS 3.8 Formal Proclamation and Commendation

The City of San Marcos formal proclamation and commendation feature the oﬀicial city seal. Both are available in 1 1' ' x 17 '' and 8.5 '' x 1 1' ' formats. All requests for formal proclamations and commendations can be made The San Marcos City Council through the City Clerk’s Oﬀice. hereby recognizes the

Whereas, Name Here lorem ipsum dolor sit amet, consectetur adispiscing elit. Fusce vitae libero elementum, luctus massa sit amet, Lingilla justo. Nam vitae placerat tortor, eget sempur turpis; and Whereas,

etiam viverra scelerisque lectus in imperdiet. FNusceo awc p tohrteirtoerfo lribe e,ro. Duis ea augue degnissim, eleifend magna sit amet; and The San Marcos City Council hereby recognizes the lorem ipsum dolor sit amet, consectetur adispiscing elit. Fusce vitae libero elementum, luctus massa sit amet, Lingilla justo. Whereas, Nam vitae placerat tortor, eget quisque elementum, tortor sollicitdin. lorem ipsum dolor sit amet, consectetur adispiscing elit. Fusce vitae libero, luctusWherea massas ,sit amet, LingillaN justo.am Name vitae H placerater torte or, eget sempur turpis; and

Presented this Day, Month, Year etiam viverra scelerisque lectus in imperdiet. Fusce ac portitor libero. Now therefore, Duis ea augue degnissim, eleifend magna sit amet; and

lorem ipsum dolor sit amet, consectetur adispiscing elit. Fusce vitae libero, Name, Mayor luctus massa sit amet, Lingilla justo. Nam vitae placerat tortor, eget quisque elementum.

Presented this Day, Month, Year

Name, Vice Mayor Name, Council Member Name, Mayor

Name, Vice Mayor Name, Council Member Name, Council Member Name, Council Member

Name, Council Member Name, Council Member

City of San Marcos | APPLICATIONS 3.9 Informal Certificate of Recognition

An example of an informal certificate of recognition template is shown below and is available on the city’s intranet, http://smc-intranet/index.aspx?page=154 . Certificates may also be requested through the City Clerk’s Oﬀice.

The San Marcos City Council does hereby present Name Here

with an honorable Certificate of Recognition for service to the community, dhsiour ehiw shsi ewhidow rheie shs shir. Mhdk sdoi ro ibuos wheio us this shoiure sufi dhwioe resiour.

Presented this Day, Month Year

Name, Mayor

Name, Vice Mayor Name, Council Member

Name, Council Member Name, Council Member

City of San Marcos | APPLICATIONS 3.10 Apparel

Clothing examples represent best practice guidelines. Careful consideration should be given to the selection of material color to complement and coordinate with the City of San Marcos brand.

City of San Marcos | APPAREL 4.0 Staff Shirts

Examples of best practice guidelines are shown.

Because of embroidery size limitations, the brand tagline has been lengthened in these examples to block underneath the San Marcos logo.

The compass rose can be added on the sleeve as an added graphic punch. Departments could also elect to add their department name underneath the rose.

Special consideration should be given to thread color choices to ensure proper contrast and readability against the material color. Since there are a vast amount of styles and material choices in the apparel marketplace, please consult with the Communications Oﬀice to make sure color selections fall within approved guidelines.

City of San Marcos | APPAREL 4.1 Uniforms Bob

PUBLIC WORKS

Examples of best practice guidelines are shown for the Public Works employees and Park Ranger staﬀ. Other city departments/divisions should use similar guidelines for field staﬀ uniforms.

Special consideration should be given to thread color choices to ensure proper contrast and readability against the material color. Since there are vast amounts of styles and material choices in the apparel marketplace, please consult with the Communications Oﬀice to make sure color choice selections fall within approved guidelines.

PARK RANGER PARK RANGER

City of San Marcos | APPAREL 4.2 Uniforms

COS AQ R U A A M T I N C

A S

AQUATICS S

STAFF Examples of best practice guidelines are shown for the Aquatics and Community Development Youth Programs staﬀ. Other city department/ divisions should use simialr guidelines for field staﬀ uniforms.

Special consideration should be given to thread or ink color choices to ensure proper contrast and readability against the material color. Since there are vast amounts of styles and material choices in the apparel marketplace, please consult with the Communications Oﬀice to make sure color choice selections fall within approved guidelines.

YOUTH S P O R C O R G A

YOUTH PROGRAMS A

S A S STAFF

City of San Marcos | APPAREL 4.3 Caps

CODE ENFORCEMENT Examples of best practice guidelines are shown.

Special consideration should be given to thread color choices to ensure proper contrast and readability against the material color. Please consult with the Communications Oﬀice to make sure color selections fall within approved guidelines.

CODE ENFORCEMENT

City of San Marcos | APPAREL 4.4 Vehicles

The city logo should be used to identify all oﬀicial city vehicles. For white vehicles, the full color logo should be used. For a color vehicle, an all-white logo should be used.

City of San Marcos | VEHICLES 5.0 City Vehicles

Examples of best practice guidelines are shown.

123

City of San Marcos

City of San Marcos | VEHICLES 5.1 Other Vehicles

The San Diego County Sheriﬀ’s Department and the San Marcos Fire Department maintain their own brand guidelines apart from the city’s identity outlined in this document. Please contact either department directly for their brand management guidelines.

City of San Marcos | VEHICLES 5.2 Specialty Items

The use of specialty items is a valuable way to promote the city’s brand. Items can be given away at special events and community meetings. Promotional products help reinforce the city’s identity by placing its branding on commonly used items like pens, t-shirts, mugs and tote bags.

City of San Marcos | SPECIALTY ITEMS 6.0 Specialty Items

Below are examples of best practice guidelines. Care should be taken in selecting items that fall within the color palette parameters and complement the City of San Marcos brand.

City of San Marcos | SPECIALTY ITEMS 6.1 Specialty Items

Below are examples of best practice guidelines. Care should be taken in selecting items that fall within the color palette parameters and complement the City of San Marcos brand.

City of San Marcos | SPECIALTY ITEMS 6.2 Signage

Signage examples represent best practice guidelines. Although brand uniformity and consistency of message is essential, consideration should be given to architecture, color and space. Consult a professional sign company for best materials to use on a particular surface. Make sure the City of San Marcos logo is readable from a distance and proportionally correct for the space.

City of San Marcos | SIGNAGE 7.0 Monument

Below are examples of best practice guidelines. Consult a professional sign company for best materials.

City of San Marcos | SIGNAGE 7.1 Entry Signs

Below are examples of best practice guidelines. Consult a professional sign company for best materials.

Welcoe to Welcome to

City of San Marcos | SIGNAGE 7.2 Wayfinding

Below is an example of best practice guidelines. Consult a professional sign company for best materials.

KB HOME

HALLMARK LOMA ALTA

CORTE BELLA

LAS POSAS PARK/POOL

City of San Marcos | SIGNAGE 7.3 Publication Standards

Publication standards are an extension of the city’s graphic standards and an important part of the city’s overall brand identity. The standards and guidelines play an important role in ensuring the city’s brand is carried out consistently in spoken and printed word as well as through various mediums (social media, website, photography, etc.)

City of San Marcos | PUBLICATION STANDARDS 8.0 Writing Style Guidelines

Establishing a preferred writing style helps an organization achieve a consistent presentation throughout an array of printed and electronic communication. Although rules exist for grammar and punctuation, not all questions of writing style have a right or wrong answer.

In writing for the city, the tone of the city’s writing should be friendly, welcoming and jargon-free for readers. To enhance the professionalism and consistency of city communication, city staﬀ in all departments is urged to follow the guidelines for internal and external written communication outlined in the city’s writing guidelines policy. The policy can be found on the intranet at http://smc-intranet/index.aspx?page=154 .

City of San Marcos | PUBLICATION STANDARDS 8.1 Print-Ready Standards

This section will be added in the future.

City of San Marcos | PUBLICATION STANDARDS 8.2 Newsletters

This will be inserted after 360 redesign.

City of San Marcos | PUBLICATION STANDARDS 8.3 Brochures, Flyers, Postcards

Examples will be inserted as new designs are developed.

City of San Marcos | PUBLICATION STANDARDS 8.4 Advertising

Examples of city pull-up banners are shown. Since there are endless advertising mediums and possibilities, please consult with the Communications Oﬀice to ensure projects fall within approved guidelines.

City of San Marcos | PUBLICATION STANDARDS 8.5 Website Style Guidelines

The city’s website, www.san-marcos.net , plays a critical role in sharing messaging and visual graphics that support the city’s brand. Please see the city’s full website style guidelines policy for rules and regulations that govern this communication tool. The policy can be found on the intranet at http://smc-intranet/index.aspx?page=154 .

City of San Marcos | PUBLICATION STANDARDS 8.6 Social Media Guidelines

Social media is another realm where the city’s brand may be leveraged to enhance its image. Please see the city’s full social media policy for guidance on tone, graphics and other rules for this medium. The policy can be found on the intranet at http://smc-intranet/index.aspx?page=154 .

City of San Marcos | PUBLICATION STANDARDS 8.7 Photography Guidelines

Photography is a powerful and dynamic tool. It should communicate San Marcos’ diversity, personality and vibrancy. Photography should convey emotions and atmosphere. Look beyond the straightforward and typical shots to find a more inspirational perspective.

Images should feel observational and spontaneous rather than staged, and show a contrast with our beautiful landscapes, architecture and the energy of the people who live, work and play in San Marcos.

Images can be reproduced in full color, single color (monotone), and black and white. Only use images that are relevant and add value. Ensure the content does not oﬀend or alienate.

Resolution: Images that are used in printed materials should be reproduced at print quality – 300 dpi.

Complete photography guidelines can be found on the intranet at http://smc-intranet/index.aspx?page=154 .

City of San Marcos | PUBLICATION STANDARDS 8.8