Brand Style Guidelines Version 1.7 • 3/3/16 Contents Introduction _______________ 3 Layouts __________________ 28 Branding: Why Bother? 4 Stationary 29 The Basics 5 Memo 31 Messaging 6 Mastheads 32 PowerPoint 33 Logomarks _______________ 11 Email Signature 35 Standard 12 Rockville 11 Station Logo 36 Variations 13 Apparel 40 Reversed 14 Clear Space 15 Incorrect Usage 16 Departments 17 Relationship Examples 18 Creating Event Logos 19 Get Into It 20 Elements _________________ 21 Colors 22 Typography 23 Design Elements 26 Ver. 1.7 3/3/16 City of Rockville Brand Standards Page 2 In Summer 2009, the City of Rockville, Maryland committed to launching “a meaningful community branding that reinforces the City’s commitment to business, the arts, healthy neighborhoods, our rich history and attracting visitors.” The primary objective of that process was development of a substantive “community brand for Rockville … based on solid, demonstrable research and community involvement.” Ver. 1.7 3/3/16 City of Rockville Brand Standards Page 3 Branding: Why Bother? Does a community really need branding? Is there really any meaningful, long-term value in developing and meticulously maintaining a community brand with specific messaging, type fonts, colors, etc.? Yes! Strategic, sustained place branding is an essential element of any city’s continued growth and prosperity, not just for new economic development (attracting new businesses, residents, visitors etc.), but even to retain the economic attributes that make the community viable and vital. The fact is, all cities, large and small, compete with each other for their share of consumers, visitors, businesses, investment capital, respect and attention. Well developed, implemented and faithfully maintained branding is an effective tool that helps cities to define, and positively differentiate themselves and continue attracting positive attention and actions. Ver. 1.7 3/3/16 City of Rockville Brand Standards Page 4 The Basics The City of Rockville brand presentation has five Brand strength is founded on consistency of elements: The color palette, fonts, photography, messaging, imagery, formats that help the templates and messaging. Consistent use of these various target audiences to continue to recognize elements across all marketing materials — from “something from Rockville” when they see it — ads and collateral to the website, banners, Channel even before they read it! Whether you are a City 11 graphics, Parks and Recreation Department employee or a vendor, you are a steward of the publications and more — continually reinforces Rockville brand. And you need to clearly, cogently the Rockville brand and awareness of it, ensuring a and consistently represent the Rockville brand, the unified appearance and “voice” for Rockville across distinctive face and personality the City presents all activities and endeavors. to the world. And, because that brand represents the bond of trust, reliably and stability we work Rockville is broadly acknowledged as a top, hard to establish and maintain with all of the City’s American city. constituencies and stakeholders, it is imperative that • USA TODAY “Money” named Rockville as you do your part in maintaining the brand’s integrity one of the country’s “Great Places to Live” through every communication you develop. • Forbes ranked Rockville 8th on its list of “Top Design specifications and examples for selected 25 Towns to Live Well” marketing materials are found in this section, as are general topic “word bites” that can guide your • Bloomberg Business Week named Rockville as development of copy. one of America’s Top 10 cities for startups As a professional charged with representing — and protecting — the City of Rockville brand among our many audiences of citizens, business owners and employees, local and out-of-town visitors, investors, developers etc., you have a unique opportunity to help create great marketing and build and nurture recognition of a strong brand. Ver. 1.7 3/3/16 City of Rockville Brand Standards Page 5 Messaging Not all copy requirements and contexts can be the revitalized Town Square; being part of one of forecasted and addressed here. However, certain America’s top three most connected marketplaces, foundational thinking can help you orient toward etc.) is highly regarded as one of America’s development of text: leading and most dynamic, small cities (as evidenced by the recognition it has received from • Rockville is a productive, dynamic blend of past, Bloomberg Business Week, USA Today “Money”, present and future — The Rockville of traditional, Forbes and other prominent , national media). locally focused, “All-American” community virtues (including the City’s deep-rooted history • Rockville has a vital economy equally as diverse and “hometown” traditions) evokes warm as its residents, ranging from the I-270 Technology feelings and positive associations with many of Corridor to a strong retail base. The City enjoys Rockville’s more intimate, “small town” aspects: a strong sense of community and has managed green, walkable streets maintained and watched to maintain its sense of place and its reputation over by the City; a proactive parks and recreation as a desirable place to live. This is accomplished department that keeps the City’s more than 60 by a truly connected network of strongly knitted, parks well groomed and filled with gratifying vibrant neighborhoods enjoying a wealth of activities for residents of all ages; a much- history, striking architecture and population admired elementary, middle and high school diversity, all complemented by appealing, education system; distinctive neighborhoods with “stay-at-home” entertainment, hospitality and strong values and identities; exceptional public recreational amenities and options that include the transportation options; a highly accessible, local new Rockville Town Square, a strong commitment government, etc. to public art and a generous system of parks. Rockville is a city that can legitimately be The Rockville of impressive, 21st Century presented and branded as representing the best of attributes (driven by proximity to and benefits both worlds. It is one where top-notch services, derived from the world’s most powerful city; businesses, elected officials and their staffs and high, median household income and housing “regular folks” all are inextricably connected to values; an exceedingly well-educated citizenry and impacted and benefited by their proximity and workforce; a world class technology corridor; Ver. 1.7 3/3/16 City of Rockville Brand Standards Page 6 Messaging Cont. to the world’s most powerful city. It also is one Creating The Messaging Behind that, on official and unofficial levels, nevertheless Rockville’s Theme Line: “Get Into It” strives to maintain true “hometown” values – individual connectivity, community and a sense of The theme line, “Get Into It”, is intended as a call common history and belonging that reflect time- to action. It is an invitation to find out more about honored traditions and values of neighborliness Rockville and to get excited about one of America’s and caring about the individual. leading and most diverse small cities. Clearly, a brand theme line can only have real impact, power and productive, brand significance Rockville is justifiably regarded as when it is supported/documented by meaningful one of America’s top, small cities messaging. Following are what we believe to be the for work, for play and for life. key primary and secondary messaging points to be woven into outbound materials, presentations It is the upscale and highly educated, business- etc. promoting awareness of, interest in, traffic and friendly home to some of the nation’s and the investment in Rockville: world’s most prominent biomed and technology companies and blessed by proximity to the resources of and partnership with neighboring Washington, D.C., the world’s most powerful city. And Rockville Key Primary Messaging Points — is a city that remembers and reveres its roots, its World Class Rockville commitment to citizen-centric public service, to the • Located just outside of Washington D.C., planet and to the connectivity of its neighborhoods Rockville is the county seat of Montgomery and residents. County, Maryland, is one of America’s wealthiest and best educated counties. • Rockville offers a quality of life and a business environment second to none. That’s why USA Today “Money” named Rockville as one of America’s Ver. 1.7 3/3/16 City of Rockville Brand Standards Page 7 Messaging Cont. “Great Places to Live;” Forbes recently ranked to three international airports: Ronald Reagan Rockville eighth on its list of “Top 25 Towns to Washington National Airport (DCA; 20 miles Live Well”; the City was a finalist in the 2009 All- away), Washington-Dulles International Airport America City competition and, in 2010, Rockville (IAD; 30 miles away) and Baltimore-Washington was chosen by Bloomberg Business Week as one of International Airport (BWI; 40 miles away). America’s Top 10 cities for business startups. • Rockville’s city center boasts a newly redeveloped • Rockville demographics are impressive - a Town Square, an attractive, contemporary blend of growing, highly educated population, very high office, specialty retail and residential spaces, open- household incomes ($106,356 annually), high air parks, easy access to transit and more. housing values, relatively low unemployment and • Rockville Pike, Montgomery County’s busiest an Internet connectivity percentage among