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 A 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.