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.