CITY OF ANKENY GRAPHIC STANDARDS PREPARED: JUNE 2009 INTRODUCTION TABLE OF CONTENTS Public Relations staff assumes overall man- agement of the City brand by protecting its SECTION I integrity, formulating the brand’s long-term City of Ankeny Brand .................................3-12 strategy and presenting Ankeny in a way that Logo Design & Nomenclature ......................3 is credible and true to both the city and its Tagline ...........................................................3 people. The City brand is about much more Logo Selection ...........................................4-6 than logos and photographs although they remain key to effective communication. The Brand Colors .................................................7 City brand is also built by the experience of Brand Fonts ..................................................8 this city and the associations that the public, Stationery ................................................9-12 business and the media make with the city of Ankeny. Successful cities strive to deliver on their brand promise, to create positive associ- SECTION II ations and to provide a consistent city experi- Brand Use with Secondary Identifi er .....13-36 ence at every point of contact. In doing this, Secondary Identifi ers .................................13 they work to shape their image and reputation Placement Example ....................................14 and better infl uence the decisions of investors Police Department ...............................15-22 and visitors. Fire Department .........................................23 Otter Creek Golf Course .......................24-32 BRANDING AND GRAPHIC IDENTITY (Includes The Pinnacle Club & Tin Cup Bar & Grille) In order for any organization to cultivate last- Cascade Falls Aquatic Center ..............33-36 ing confi dence within its constituencies, it must build and maintain a unique and posi- tive image of itself. This image is the organi- SECTION III zation’s brand, the central, defi ning image or Brand Use with Partner Entities .............37-42 idea of what it is and does. Use with Partner Entities ...........................37 The Graphics Standard Manual provides a High Trestle Trail ...................................38-41 strong brand identity for the City of Ankeny. Prairie Trail ..................................................42 The foundation of a brand is its graphic iden- tity, the logo and other visual elements that SECTION IV represent it. A cohesive graphic identity allows Public Relations Offi ce ............................43-52 everything from business cards to the doors on a city vehicle to tell a brand’s story. Department Purpose ..................................43 Communications/Media Policy .................44 Proofi ng Process .........................................45 Other logos: events or themes...................46 Purchasing branded materials ..................47 Graphic usage within applications ......48-49 Photo & Video Release Form .....................50 Project & Event Request Form .............51-52 PAGE 1 CITY OF ANKENY GRAPHIC STANDARDS PREPARED: JUNE 2009 THE IMPORTANCE OF HAVING STANDARDS Simply put, standards are what put the identity in graphic identity. They enable an This manual is our organization to maintain its distinctive look and feel in any situation. By using its graphic elements consistently and judiciously, the City of Ankeny continues to team’s visual playbook, distinguish itself from other cities. Graphic standards allow the many departments providing the guidelines and organizations to come together as a unifi ed whole before the citizens we serve. necessary to reach our Please employ the standards contained herein whenever using graphic elements goal of clear communi- for use in every medium. This manual is our team’s visual playbook, providing the cation and an effective guidelines necessary to reach our goal of clear communication and an effective brand image. brand image. When producing materials on behalf of the City of Ankeny, please follow the standards provided in this guide. The brand must be consistent throughout all materials in order to preserve its validity. The enclosed standards of type, form, and color all contribute to stronger brand recognition. Thank you for taking the time to learn about the City of Ankeny identity. As a highly visible entity, it is essential to portray a consistent image across all visual platforms. From outdoor signage to the City’s stationery, certain guidelines always need to be followed in order to achieve this goal. As it is impossible to foresee and discuss every single application of the identity, please expand upon the principles and guidelines that are being established throughout this manual, and contact the Public Relations Offi ce with questions or for clarifi cation. ANKENY MISSION & VISION A mission statement describes the overall purpose of the organization, while the vision statement focuses on the reward that lies at the end of the roadmap described in the mission statement. Values showcase the toolbox of qualities that allow an organization to fulfi ll its mission and achieve its vision. The Ankeny City Council has determined the City’s mission, vision and value statements. Below are the offi cial statements approved for use: Mission: The City’s mission is to provide high quality municipal services, excellent customer service and sound fi scal management. We engage our community, producing a greater quality of life and are advocates for Ankeny, protecting the community’s interests. Vision: ANKENY 2022 has a small hometown feel and great community spirit. ANKENY residents enjoy a safe community, an active lifestyle, easy movement and access to the area. ANKENY is an environmentally sensitive and sustainable city with a vibrant town center and is a regional business center. ANKENY – bringing it all together. PAGE 2 CITY OF ANKENY GRAPHIC STANDARDS PREPARED: JUNE 2009 Ankeny residents have many positive impressions about their community. When asked, they describe a sense of belonging, an ability to make a difference through participation in many city/civic organizations and activities, a place for businesses to make a difference, an exceptional quality of life, and reference many examples of community pride. These diverse attri- butes converge in the brand promise of Ankeny and are duly represented in the tagline: Bringing it all together. The tagline embodies the efforts of the City to provide thoughtful planning for growth, as well as the quality of life amenities that are all accessible in one, singular community. LOGO The logo further reinforces these attributes: a col- lection of cooperative forces that create the whole. Its multi-colored palette and multi-sectioned nature suggest several different areas working in concert with one another for the greater good, to create a more meaningful image. Those who view the logo for the fi rst time will likely interpret it differently — some see the “geography” of the area represented; others see complementing pieces forming a singular shape; and others see an “A” represented. All of these reactions are valid. Residents will assign their own expla- nations for what makes sense to them. And over time, they will begin to discover new meanings that enrich their under- standing of all the City has to offer. The rough lines give the mark energy, cutting through the area to defi ne these areas while creating an abstract letter “A.” The mark is housed within a hard-edged box, in contrast to the line work, in order to give it a more uniform and fi nished ap- pearance on its perimeter. The red color is predominant in order to best punctuate the energy throughout the Ankeny community and the strides that it is making now and will continue to make as it progresses forward. The blue and green colors complement in that they don’t defi ne the palette as a warm palette or a cool palette. The three colors work together to be comprehensive but are subtle enough in tone that they don’t suggest a “rainbow.” The typefaces used in the logo are more classic in form, providing an appropriate contrast with the abstract nature of the visual mark that the type is paired with. This helps make the mark more timeless – providing a logo that can grow with the community and not be dated within a matter of years. NOMENCLATURE Nomenclature: a system of names assigned to objects or items in a particular group. TAGLINE The tagline expresses how the City wants to be perceived by both internal and external audiences. The tagline is often com- bined with the logo for even greater impact. The tagline can be used with the logo or seperately. Below are two examples of how the tagline could be used graphically: ■ bringing it all together TAGLINE USED WITHIN LOGO TAGLINE USED ALONE - BACK OF BUSINESS CARD - SECTION I PAGE 3 CITY OF ANKENY GRAPHIC STANDARDS PREPARED: JUNE 2009 LOGOS FULL-COLOR, WITH “CITY OF” (3- OR 4-COLOR) The preferred logo choice for most applications is the full-color version, which is available in both 3- and 4-colors. The logo may be reversed out of a solid background color, preferrably red. FULL-COLOR, WITHOUT “CITY OF” (3- OR 4-COLOR) Versions also exist both with and without the words “city of” incorporated into the logo. When a communication is sent to a third party outside of Ankeny, the “city of” version should always be used. Internal communications may use the version without the “city of” tag on it. FULL-COLOR, STACKED (3- OR 4-COLOR) Community partners (not the City of Ankeny) will always