City of High Point Branding Guidlines by cityofhighpoint

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HIGH POINT BRAND STYLE GUIDE

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Since you are holding this guide and reading these words, we’re trusting you with High Point’s very identity: the High Point brand. A brand is not simply a logo. For us, a community’s brand embodies a set of values, principles and actions that shape a place and draw people to it. Our brand is about creating an environment where everyone is encouraged to think big, take risks and express their creativity. By doing so, we can transform our community and inspire others to love it, too. In the pages that follow, you will ﬁnd guidelines, rules and tips that will help you tell our story, realize our vision and reinforce our brand. While we can’t predict every situation, brand execution or implementation, this guide will reﬁne your approach.

WELCOME

We are excited to welcome you to our community, whether you are a new staff member, an outside designer or one of our fantastic partner organizations. Thank you for helping us achieve our goals and tell the world about High Point. Welcome to High Point. 002

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HIGH POINT BRAND STYLE GUIDE

Introduction 002. Welcome 003. What’s Inside 004. Intent of this guide

WHAT’S INSIDE

U P D AT E D : J U N E 1 , 2 0 2 3

005. Using our materials

About The Brand

VERSION 1

025. Place Brand place/ location marks 026. Place Brand endorsement 027. City Government primary mark 028. City Government branded house marks

007. Brand Story

029. City Government endorsement

008. Brand Principles

030. Size

009. Brand Personality

031. Background Control

010. Brand Architecture

032. Common Errors

Voice & Writing Style

Brand Colors

013. Tone of Voice

034. Primary Palette

014. Campaign Messaging

035. Secondary Palette

016. Master Style List

Typography

Brand Marks

037. Using Type

018. Place Brand primary mark

038. Syne

021. Place Brand secondary mark

039. Proxima Nova

Visual Style 042. Grids 044. Elements

In Closing 047. Approvals 048. File Types 049. Thank You 050. Contacts

040. Common Errors

C R E AT E D B Y: C I V I C B R A N D 003

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INTENT OF THIS GUIDE

HIGH POINT BRAND STYLE GUIDE

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This style guide is a reference for City staff members, vendors, partner organizations and others who are authorized to work with the High Point brand.

make things that look, feel and sound like the High Point brand, every time.

The standards, guidelines, and references within this document reflect the culmination of over a year’s worth of research and design as part of the High Point branding project, which has brought to life our brand’s unique story and visual identity.

Please refer back to this guide often. Our style guide is a living document that should continue to evolve alongside our brand’s growth and transformation. If you have any questions concerning the content of this guide, please don’t hesitate to reach out to the City’s Marketing & Communications team.

Our intent with this guide is not to restrict creativity and innovation — far from it. We believe in the creative spirit, and inspiring creativity is one of our brand principles. What we strive for is a coordinated, consistent and effective brand presence in everything we create. Instead, the focus of this guide is to empower you, the creative, with the elements you need to create. By utilizing these tools and resources, and adhering to the guidelines within, you’ll 004

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USING OUR BRAND MATERIALS Consistency is important. It’s how the High Point brand will build meaning and inspire the community. So we’re strict about how the High Point brand is represented. At the same time, this is the community’s brand. It may be managed by the City, but it is owned by every single High Point resident, business and organization. This brand was made to support everyone who has a stake in High Point — big or small. So we encourage you to use it, share it, be proud of it. But to protect the brand’s integrity, you must have specific permission and authorization to use brand materials, including resources, graphics and visual elements found within this guide and its accompanying files. Simply being in possession of these materials does not imply or imbue permission in any way. The only exception is using the H Point Secondary Mark. Since that mark is intended to be an opensource mark of civic pride, and since residents, businesses and organizations can use it and adapt it for their purposes, no specific permission is required. However, the City does reserve the right to disapprove specific uses of the H Point Secondary Mark should they reflect poorly on the brand. The approval process for materials and implementations of our brand will vary. Please contact the City’s Marketing & Communications team with questions. The City of High Point reserves the right to disapprove or deny any use or uses of the logos, brand visuals, or other brand elements at any time, for any reason. 005

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U P D AT E D M AY 2 0 2 3

ABOUT THE BRAND Page 7

BRAND STORY

High Point is a diverse community of creatives and makers who collaborate and combine things in new ways and solve problems with new ideas.

EVERYONE IS CREATIVE IN HIGH POINT.

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BRAND PRINCIPLES

We are a community that recognizes creativity as a fundamental human expression that exists inside everyone, without limits or barriers. We are a collective of innovators, designers, builders, problem-solvers and connectors, united in a creative revolution.

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We aspire to greatness, embracing experimentation and collaboration to push boundaries and take risks. We see creators in every person, regardless of what they are creating — a new painting, a new product, a new relationship or a new idea. At our core, we celebrate creativity in all its forms and its ability to transform not just ourselves, but the world around us.

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BRAND PERSONALITY

BRAND ARCHITECTURE

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BRAND STORY WE ARE THE CENTER OF THE CREATIVE REVOLUTION. We are the people who know that creativity belongs to everyone – that it can’t be limited or gatekept or withheld. We are a community of designers, disruptors, builders, makers, problem solvers, innovators, connectors, collaborators.

VIS-ION-AR-IES. We think big and we try new things and we work together and we take risks. We celebrate the creator in everyone, no matter what they’re creating. It could be a new bookcase or a new business or a new friendship or a new community organization. Doesn’t matter here, it’s all creative. And what we create in High Point changes the world.

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BRAND PRINCIPLES

The Brand Principles are fundamental truths about our brand. They should be implicitly communicated in everything the brand does.

HIGH POINT IS THE CENTER OF DESIGN.

We are a community of creators and makers, anchored by our global history in the furniture industry yet driven forward by the disruptors using all types of design to bring about change today. What we design moves the world.

HIGH POINT IS INCLUSIVE AND KIND.

Whether they’re a newcomer or longtimer, our specialty is making everyone feel welcome in High Point. We invite people to make themselves at home, be part of our story, and take

HIGH POINT IS INSPIRING CREATIVES.

Our design legacy inspires the visionary thinkers who call High Point home to collaborate and solve all types of problems in creative ways, building new ways of thinking, doing and living.

HIGH POINT IS A MOVEMENT OF MAKERS.

We are generous changemakers driven to help others through action, which has built a forward momentum in our community. We’re working hard to propel and sustain the innovation that is occurring here in multiple disciplines.

advantage of opportunities — regardless of background.

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BRAND PERSONALITY CREATIVE. INCLUSIVE. VISIONARY. Think of the best leader you know: they think big, they take risks, and they make sure everyone feels part of the team. They value your creativity and emphasize the importance of community and working together. They are forward-thinking, optimistic, and passionate about making a positive impact on the world. They are visionary. They are encouraging. They are inspiring. They make you feel competent and capable and cared for. And they keep moving forward on their path, despite critics and skeptics. Under their leadership, you accomplish great things, you grow as a person, you become a better leader yourself. That’s High Point.

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BRAND ARCHITECTURE Brand architecture is the organizational structure of a parent brand mark and the marks of all of its sub-entities. Here you’ll see the basic structure of both the High Point place brand and official City Government brand. For more details on brand architecture, refer to the Brand Implementation Plan or contact the City’s Marketing & Communications team.

PLACE BRAND ARCHITECTURE P R I M A R Y

P R I M A R Y

C I T Y

G O V ’ T

M A R K

S U B - B R A N D P O I N T S E C O N D A R Y M A R K (and its open source variations)

M A D E

PA R E N T P L A C E B R A N D

M A R K

S U B - B R A N D I N P R O G R A M M A R K based on outcome of implementation item I 2.3

S U B - B R A N D P L A C E / L O C AT I O N M A R K S

E N D O R S E M E N T M A R K ( P L A C E B R A N D )

see City Government brand architecture chart

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CITY GOVERNMENT BRAND ARCHITECTURE P R I M A R Y

C I T Y

G O V ’ T

M A R K B R A N D E D

H O U S E

S U B - B R A N D S *each mark will look somewhat different

D E PA R T M E N T N A M E

E N D O R S E M E N T ( C I T Y G O V ’ T )

A .

H O U S E O F B R A N D S *marks should rarely land at this level

B .

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VOICE & WRITING STYLE Page 13

TONE OF VOICE

WE SPEAK BOLDLY WITH AN INSPIRING, COLLABORATIVE AND INCLUSIVE TONE.

Our confidence in who we are and what we offer allows us to make daring claims in a manner that’s inviting and inclusive. Page 14 The way we speak should reflect how important these values are to our community. We should strive to ensure that every brand execution communicates this tone of voice.

CAMPAIGN MESSAGING

In this section, you will find guidance on how to communicate in our brand voice and style.

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MASTER STYLE LIST

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TONE OF VOICE

Our voice is that of a revolutionary – confident, inspiring, a little fiery (but not aggressive), and relatable.

While we like to have a good time, we aren’t a particularly witty brand. And when we decide to have fun, it’s never at the expense of others, or in bad taste.

Our main goal is to inspire our stakeholders to be the most creative versions of themselves. To see things in new ways. To come up with new ideas. And to work with others to see those ideas come to life.

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CAMPAIGN MESSAGING WE DON’T HAVE A TAGLINE. It’s impossible to capture everything that makes our city great in one single statement. So while we don’t have an official tagline, we may use common refrains that are part of campaign messaging frameworks, which are far more versatile. A messaging framework provides a jumping-off point for how we talk about our city in relation to our multiple audiences. It is a singular idea that communicates our brand story, but it is executed in such a way that it’s flexible and can change based on the audience it is directed toward.

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At the time of writing, some of these campaign messaging frameworks include: From [community asset] to [community asset], it all starts here.

Creativity is _____

High Point Visionaries

This campaign plays off the center of the creative world and shows how different things are all creative while letting us support and elevate many different

This campaign messaging framework allows us to explicitly expand the definition of creativity to include things beyond just furniture, art and design. In campaign executions, different creative descriptions and practices complete the sentence, while imagery supports the statement and makes its

This campaign messaging framework celebrates the visionary people building new ways of thinking, doing and living in High Point. Each campaign execution includes a photo of the Visionary and a short quote about how they are driving change in the community.

entities. Campaign executions feature different things and what they have in common is that they all started here in High Point.

meaning clear. Using active voice also makes each statement something that High Point is doing right now.

Here are a few…

For example…

• From jazz legend John Coltrane to future leaders at High Point University, it all starts here.

• Creativity is taking on curveballs. (High Point Rockers Baseball)

• From the rocking chair in your home to Rockers home runs, it all starts here.

• Creativity is sturdy, reliable and locally made. (furniture industry)

• From Carolina Core FC to our core values of inclusivity, collaboration and creativity, it all starts here.

• Creativity is innovation and mentorship. (HPU Innovators in Residence) • Creativity is finding your favorite new spot in town. (local businesses)

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MASTER STYLE LIST

IN GENERAL

PUNCTUATION

• We value clarity over complexity. We don’t have to sound smart. We have to be clear and accessible to everyone in the community.

• Use consistent punctuation

• We aren’t afraid of using contractions. As a matter of fact, we prefer them. We like to write like people talk. We speak human.

HEADLINES • Headlines should be short, clear, and “hook” the user into reading more • Use “&” instead of “and”

• Use the em-dash when it makes sense. It helps to add a sense of drama that compliments our bold tone nicely • Use spaces around the em-dash • Do not end bulleted or numbered lists in periods, unless the list item contains multiple sentences. • Do not hyphenate paragraphs • Don’t use the Oxford comma unless it helps avoid confusion

• Use Title Case, not sentence case • Use periods when writing in sentences

FORMATTING • Capitalize the first word in a sentence

THIS IS A GUIDE TO THE GREY AREAS IN G R A M M A R , S P E LL I N G , A N D C O M M O N LY CONFUSED STYLES. THIS LIST IS NOT C O M P R E H E N S I V E . W H E N I N D O U B T, R E F E R T O A RECENT VERSION OF THE AP STYLE GUIDE.

• Phone numbers should be written with hyphens. Do not use periods or parentheses. For example: 123-456-7890 • Use en-dash when referring to time ranges instead of words like “through, to, or thru”

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BRAND MARKS Page 18

PLACE BRAND PRIMARY MARK

Our brand marks are symbols for our story, how we show ourselves to the world, and how others show their pride in us. They are promises of creativity, innovation and equality.

THE CENTER OF OUR BRAND IDENTITY.

As such, it is vital that each mark is presented correctly in every execution. This section covers these guidelines in detail. Any use of our brand marks outside of or conflicting with the contents of this section will be considered unauthorized.

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PLACE BRAND SECONDARY MARK

CITY GOVERNMENT PRIMARY MARK

SIZE

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Page 28

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PLACE BRAND PLACE/LOCATION MARKS

CITY GOVERNMENT BRANDED HOUSE MARKS

BACKGROUND CONTROL

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PLACE BRAND ENDORSEMENT

CITY GOVERNMENT ENDORSEMENT

COMMON ERRORS

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A SYMBOL OF OUR STORY

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Connection, collaboration, creativity. Our Place Brand primary mark signifies these values.

to our community’s ability to create something meaningful from scratch. The mark is aligned to a grid to show our attention to detail and thoroughness. And the point at the end sums it all up — this is the point where we all come together and make creative things happen.

The mark was born from over a year’s worth of research and engagement with our community. It is a wordmark that is highly customized to communicate our brand message. The way the lowercase g flows into the lowercase i symbolizes connection and collaboration. The custom lowercase t speaks

This mark is a carefully created piece of artwork that should not be altered in any way that is not explicitly stated in these guidelines.

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TWO-COLOR, RED POINT

TWO-COLOR, SKY POINT

REVERSED, RED POINT

REVERSED, SKY POINT

Color Variations

The Place Brand primary mark has a few color variations for use on different background types, tones, and colors. The Red Point and Sky Point versions should be used equally – one version is not more “primary” than the other. When in doubt, use the most legible version of the mark for the available background. The mark can also be used in all black or all white if necessary. For printed executions, special care should be given to ensure logo legibility on the final media or material used.

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VISUALIZED CLEAR SPACE

Clear Space

Clear space, or negative space, is the area that surrounds the mark that is completely clear of any other graphical element. Clear space helps the mark stand out from the other elements around it and ensures legibility, even at small sizes. As a general rule, the more clear, or negative, space around the mark, the better. At a minimum, there should be clear space equal to the height of the ‘h’ on all four sides of the mark. Using an element from the mark as a unit of measurement ensures enough clear space as the logo changes in size. 020

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A FLEXIBLE SYSTEM FOR CIVIC PRIDE H POINT SECONDARY MARK

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The Place Brand secondary mark (called the “H Point”) adds an extra layer of depth to our brand and can be implemented in interesting and fun ways across many applications. It does not have to appear with the primary mark – it can be used completely on its own and will build association with the primary mark over time.

abstracting it (within reason).

The mark is also open source – meaning community members can personalize it by changing the colors, adding patterns or even

There are fewer rules around the use of the H Point because it is meant to be a symbol of civic pride and individual creativity. However, the City of High Point reserves the right to prevent any individual or organization from using or altering the H Point when such a use or alteration is damaging to the overall community brand.

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Color Variations

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Circle:HEX: #1c2652 THREAD: Madeira Rayon #40-1242 Dot HEX: #ee5656 THREAD: Madeira Rayon #40-1179

Circle:HEX: #1c2652 THREAD: Madeira Rayon #40-1242 Dot HEX: #05b3e9 THREAD: Madeira Rayon #40-1095

Circle:HEX: #b29fdd THREAD: Madeira Rayon #40-1179 Dot HEX: #314bc5 THREAD: Madeira Rayon #40-1095

Circle:HEX: #b29fdd THREAD: Madeira Rayon #40-1095 Dot HEX: #314bc5 THREAD: Madeira Rayon #40-1179

Circle:HEX: #e32488 THREAD: Madeira Rayon #40-1354 Dot HEX: #a4df3f THREAD: Madeira Rayon #40-1248

Circle:HEX: #056a56 THREAD: Madeira Rayon #40-1250 Dot HEX: #f277a1 THREAD: Madeira Rayon #40-1309

Circle:HEX: #314bc5 THREAD: Madeira Rayon #40-1134 Dot HEX: #a8eae3 THREAD: Madeira Rayon #40-1195

Circle:HEX: #fbee31 THREAD: Madeira Rayon #40-1023 Dot HEX: #ff9800 THREAD: Madeira Rayon #40-1065

Circle:HEX: #ff9800 THREAD: Madeira Rayon #40-1065 Dot HEX: #e32488 THREAD: Madeira Rayon #40-1354

Circle:HEX: #b29fdd THREAD: Madeira Rayon #40-1232 Dot HEX: #314bc5 THREAD: Madeira Rayon #40-1134

Circle:HEX: #a8eae3 THREAD: Madeira Rayon #40-1195 Dot HEX: #b29fdd THREAD: Madeira Rayon #40-1179

Circle:HEX: #a4df3f THREAD: Madeira Rayon #40-1248 Dot HEX: #314bc5 THREAD: Madeira Rayon #40-1095

The H Point has several color variations for use on different background types, tones, and colors. The mark can be used in almost-infinite combinations of the brand colors. It can also take on entirely different colors, patterns or even abstract shapes (within reason) when used by the community to represent their own individual passions and character. When in doubt, use the most legible version of the mark for the available background. The mark can also be used in all black or all white if necessary. For printed executions, special care should be given to ensure logo legibility on the final media or material used.

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Open Source Examples

NOTE: THESE ARE JUST SOME EXAMPLES OF H O W C O M M U N I T Y M E M B E R S M AY P E R S O N A L I Z E THIS OPEN SOURCE H POINT MARK.

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VISUALIZED CLEAR SPACE

Clear Space

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EXAMPLES

PLACE/ LOCATION MARKS Use this format (in any brand color) to identify places in the community on wayfinding signage and other printed materials. Follow the same clear space rules as the Place Brand primary mark. Tracking is set to 460.

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ENDORSEMENT MARKS This primary mark can be used to endorse community events/programs in instances where multiple local organizations have provided support for the event/program (not just the City government). The mark takes on the main color of the mark for the event/program. Follow the same clear space rules as the Place Brand primary mark.

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CITY GOVERNMENT PRIMARY MARK This is the official City government mark. Follow the same clear space and color rules as the Place Brand primary mark. For color variations, make sure the “City of” and point are the same color.

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CITY GOVERNMENT BRANDED HOUSE MARKS Use this format for City department, program or campaigns that fall in the branded house level of our brand architecture.

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D E PA R T M E N T N A M E

Follow the same clear space and color rules as the Place Brand primary mark. For color variations, make sure the “City of”, point and department/program name are all the same color.

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CITY GOVERNMENT ENDORSEMENT MARKS

OPTION A

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OPTION B

Marks that take on the endorsement format have a unique audience and therefore it is appropriate to have a visual identity somewhat independent from the primary City government mark. However, these marks are still visually associated with the primary City government mark in a small way in order to give credit to the City for the positive experience provided by the department, program or campaign.

EXAMPLES

There are two options for endorsement. Option A uses the primary City government mark in a way that takes on the color of whatever it is endorsing, and Option B uses a simplified text version. Use the version that makes the most sense when designing endorsement marks. For Option A, follow the same size rules as the primary mark. For both options, follow the same clear space rules as the primary mark. 029

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MINIMUM SIZING

SIZE

Maintaining optimal and minimal sizing is vital to the legibility of each mark and overall brand recognition. The execution will often dictate the correct mark size. In order to maximize legibility, try to use the largest size (within reason). In some circumstances, it may be acceptable to use the minimum size.

.75” 50px

PLACE BRAND PRI M ARY

H POI N T

Minimum height is .75” for print and 50px for digital

applications.

.2” 14px

.75” 50px

CITY G OV’ T (PRI M ARY & BRANDE D HO USE)

C I TY GOV’T EN D ORSEM EN T OPTI ON B

Minimum height is .75” for print and 50px for digital applications.

Minimum height is .2” for print and 14px for digital applications.

Never reproduce the marks smaller than the minimum sizes listed on this page. 030

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BACKGROUND CONTROL T H E T W O - C O L O R V E R S I O N S O F T H E L O G O M AY B E U S E D O N A N Y S O L I D - C O L O R B A C KG R O U N D . U S E T H E D A R K O R L I G H T V E R S I O N T O A C H I E V E M A X I M U M C O N T R A S T.

Contrast is the name of the game when considering placing the logo on any background. Our logo should not only be legible; it should also make a clear, strong statement when used. If there is not enough contrast between the logo and the background, the presence of the logo is weakened. The logo may be placed on photographs, textures, and patterns as long as there is enough contrast for the logo to be visible.

W H E N U S I N G O V E R O N A H I G H - C O N T R A S T PAT T E R N O R B U S Y B A C KG R O U N D P H O T O E N S U R E T H E L O G O H A S E N O U G H C O N T R A S T T O B E E A S I LY R E A D .

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COMMON ERRORS

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DO NOT STRETCH, SQUASH,

DO NOT USE AN OFF-BRAND

D O N O T A DD G R A P H I C

S K E W, O R D I S T O R T T H E

C O L O R O R R E DU C E T H E M A R K

EFFECTS TO THE MARKS,

M A R K S I N A N Y WAY.

O PA C I T Y.

I N C LUD I N G D R O P S H A D O W S .

Thank you!

NOTE: THIS IS NOT A COMPREHENSIVE LIST OF ERRORS. T H E S E A R E S I M P LY T H E M O S T COMMON OR EGREGIOUS ERRORS. A LL O F T H E S E P R O H I B I T E D E R R O R S A P P LY T O E V E R Y M A R K I N T H E BRAND SYSTEM.

DO NOT USE THE MARKS IN A

D O N O T C H A N G E T H E L AY O U T

D O N OT E N C R OAC H O N T H E

L O W C O N T R A S T WAY.

O R R E L AT I O N S H I P B E T W E E N

R E Q U I R E D C L E A R S PA C E

ELEMENTS.

SURROUNDING THE MARKS.

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BRAND COLORS COLOR SETS US APART & HELPS TO INVOKE EMOTION.

The colors we’ve chosen for our brand play a key role in differentiation and brand recognition. Page 34 As such, it is vital that our colors are reproduced faithfully and combined in the right way. This section covers these guidelines in detail.

PRIMARY PALETTE

Any color outside of those outlined within this section will be considered unauthorized.

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SECONDARY PALETTE

NAVY

RED

SKY

PMS 280C CMYK: 100/92/ 38/35 RGB: 28/38/82 HEX: #1c2652 THREAD: Maderia Rayon #40-1242

PMS 032C CMYK: 1/81/64/0 RGB: 238/86/86 HEX: #ee5656 THREAD: Maderia Rayon #40-1179

PMS 305C CMYK: 70/9/0/0 RGB: 5/179/233 HEX: #05b3e9 THREAD: Maderia Rayon #40-1095

The consistent use of color is vital to effective brand recognition. These are our primary brand colors

PRIMARY PALETTE

Use of the Pantone Matching System is highly recommended to ensure color consistency across any and all touchpoints. If Pantone color matching is not available or out of budget, please take great care to match the hues above precisely. 034

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SECONDARY PALETTE We get it: one color is not enough for many situations, and one color is definitely not enough to convey our creativity. The secondary palette is designed to complement the primary brand palette, while offering a wider array of hues. When used and seen together, the complete brand palette feels consistent. Each color on this page is approved for use, but this list is not comprehensive or restrictive. We recognize executions may require additional colors.

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LAVENDER

ORANGE

ROYAL

PMS 0631C CMYK: 29/38/0/0 RGB: 178/159/221 HEX: #b29fdd THREAD: Madeira Rayon #40-1232

PMS 151C CMYK: 0/48/100/0 RGB: 255/152/0 HEX: #ff9800 THREAD: Classic Rayon #40-1065

PMS 2132C CMYK: 85/75/0/0 RGB: 49/75/197 HEX: #314bc5 THREAD: Madeira Rayon #40-1134

LIME

HOT PINK

YELLOW

PMS 2290C CMYK: 39/0/94/0 RGB: 164/233/63 HEX: #a4df3f THREAD: Madeira Rayon #40-1248

PMS 807C CMYK: 4/96/6/0 RGB: 227/36/136 HEX: #e32488 THREAD: Madeira Rayon #40-1354

PMS 101C CMYK: 5/0/90/0 RGB: 251/238/49 HEX: #fbee31 THREAD: Madeira Rayon #40-1023

FOREST

SOFT PINK

MINT

PMS 335C CMYK: 89/36/71/23 RGB: 5/106/86 HEX: #056a56 THREAD: Madeira Rayon #40-1250

PMS 224C CMYK: 0/68/9/0 RGB: 242/119/161 HEX: #f277a1 THREAD: Madeira Rayon #40 - 1309

PMS 317C CMYK: 31/0/15/0 RGB: 168/234/227 HEX: #a8eae3 THREAD: Madeira Rayon #40 - 1195

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TYPOGRAPHY Page 37

USING TYPE Few things communicate the look and feel of a brand more clearly than the way letters, numbers, and symbols are put together. We believe typography should strike a balance between legibility and interest.

TYPE SETS THE TONE.

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SYNE

This section covers approved typefaces, the way we use typography to communicate clearly, and some helpful usage tips.

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Any typeface not referenced in this section is considered unauthorized for use. In rare circumstances, however, we recognize it is not realistic to use custom fonts. In which case, system default sans-serif fonts should be used, such as Arial.

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PROXIMA NOVA

COMMON ERRORS

T ypography

USING TYPE The Six Type Commandments When constructing layouts, these tips will help you build dynamic, interesting, and on-brand compositions with typography. While these rules are proven and sound, sometimes breaking them is the right call. Be creative!

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Stay Left-Aligned, Rag Right

Skip Weights & Double Size

Legibility and clarity are vitally important to great typographical layouts. Since most people read from left to right, we should align our type accordingly. And besides, we’re a little off-center as a brand anyway.

Contrast is the name of the game when it comes to great design. When in doubt, skip a weight when pairing two weights, and double the size between two text elements.

Align X-Heights or Baselines

Watch The Rag

Whenever you place text next to each other, either align the baselines (the line that the bottom of a lowercase x sits on) or align the x-heights (the top of a lowercase x). This helps align each line visually.

When setting paragraphs, keep an eye on the right (ragged) edge. If the rag unintentionally creates a recognizable shape, consider tweaking the language or resizing the container. Also, try to prevent single-word lines (orphans).

Give Things Space, If Needed

Keep Line Length Reasonable

Negative space, or the space around elements is vitally important. That being said, if informational elements belong together, move them closer together. Use grouping wisely: just try not to cram too many things in one space!

It is easy for the user to get lost in long lines of text, and short ones are easily ignored. It’s best to keep lines between 45 and 70 characters long, depending on the size of the font. This will ensure legibility as the font sizes increase or decrease. 037

T ypography

SYNE

HIGH POINT BRAND STYLE GUIDE

SYNE BOLD

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AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ 0123456789º(.,’”-;:)!?&©˙˚π®†≈◊™£¢∞§•ªº

Hierarchy & Weight Syne is most often used for headlines and subheadings. It is a variable-weight typeface, which means you are able to customize weights and angles to create an infinite number of weights. That being said, we typically stay within these

SYNE SEMIBOLD

AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ

SYNE EXTRABOLD

A Å Â B C Ç D E FG H I Í J K L M N O Ø Ó Ô Ò P Q R S T U V W X Y Z

three weights. Only use Syne in all caps. Use contrast between heavy and lighter weights to communicate relevant importance, otherwise known as hierarchy, of information. Syne Extra Bold should only be used rarely for maximum impact and because the letters get stretched, which decreases legibility.

Syne is a Google font available for download at https://fonts.google.com/specimen/Syne.

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T ypography

Proxima Nova

HIGH POINT BRAND STYLE GUIDE

PROXIMA NOVA REGULAR *used for all body copy

Hierarchy & Weight Proxima Nova is used for some headings/subheadings and all body copy. It is a variableweight typeface, which means you are able to customize weights and angles to create an infinite number of weights. That being said, we

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PROXIMA NOVA SEMIBOLD

PROXIMA NOVA BOLD

PROXIMA NOVA BLACK

typically stay within these four weights. Use contrast between heavy and lighter weights to communicate relevant importance, otherwise known as hierarchy, of information. Proxima Nova Semibold is generally used in all caps with a tracking of 140 (except on the place/ location marks, see page 25), but use your best judgment. Proxima Nova is available through Adobe Fonts at https://fonts.adobe.com/fonts/proxima-nova.

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T ypography

COMMON ERRORS

HIGH POINT BRAND STYLE GUIDE

Oh, Goodness, No...

N o t g ood , nope.

Omnimus cuscilit que ea volesto et, sitatur minum rae. Et expel inctae rerum ea que omnima consedit maio

Omnimus cuscilit que ea volesto et, sitatur minum rae. Et expel inctae rerum ea que omnima consedit maio conet, venimaximi, corepel iquunt volorpos quam, si quos intiusciate sitas millabo reicita tiissimus

Do not use unauthorized fonts or typefaces. The only exception is stylized merchandise or illustrations on a case-by-case basis.

Help me

Keep tracking, kerning, and leading reasonable and legible. Do not stray far from the examples in this guide.

Too Much Stroke Omnimus cuscilit que ea volesto et, sitatur minum rae. Et expel inctae

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Not For Us Omnimus cuscilit que ea volesto et, sitatur minum rae. Et expel inctae rerum ea que omnima consedit

Do not use centered or completely justified alignment for multi-line text. There are no exceptions.

! g n i l l ’m Fa

sto e e l o v ue ea q t i l i c ctae us n c i l s e u p m Et ex Omni . e a r inum m r u t a sit

NOTE: THIS IS NOT A COMPREHENSIVE LIST O F E R R O R S . I T I S S I M P LY THE MOST COMMON OR

Do not stretch, squish, or otherwise mangle typography. Use the appropriate weight instead.

Do not use a stroke or outline on typography. Also avoid using a drop shadow on typography at all costs.

Do not use typography on any angle other than 0° or 90°. Our typography should always read up if 90°.

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VISUAL STYLE

OTHER WAYS TO BRING THE BRAND TO LIFE.

While brand consistency relies heavily on logo usage, color, and typography, we recognize that these are not the only elements within a brand identity design system.

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This section contains guidelines on grid usage and references to approved visual elements like patterns.

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GRIDS

ELEMENTS

V is u a l S ty l e

GRIDS

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5 UNITS

UNITS OF MEASUREMENT Units of measurement can change depending on the desired layout. The ratio between them is the most important element.

Letter

3 UNITS

1 UNIT

The type area is always off-center, with the largest margin on the left side of the page.

5 UNITS

Portrait orientation grids are typically four columns, with generous margins that reflect the golden section.

Gutters are typically one unit of measurement in comparison to the margins. MARGINS Generous margins set our stationery materials apart. We don’t waste space with unnecessary filler. MOUSE TYPE 8 UNITS

If desired, mouse type or other small related elements can be set outside of the primary grid area.

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3 UNITS

Presentation 5 UNITS

1 UNIT

8 UNITS

Landscape orientation grids are typically 12-columns, with equally generous margins that reflect the golden section. The type and content area is off-center, with the largest margin on the left side of the screen/ page. Gutters are typically one unit of measurement when compared to margins.

5 UNITS

EXAMPLE This guide is an excellent example of how we use the presentation grid. Take note of how elements are aligned within columns.

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ELEMENTS Flag The High Point flag ties into the rest of the brand identity system and represents forward progress, connection and collaboration. It signifies that High Point is the point where people come together and make creative things happen.

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Back of Card: 3.5” x 2” Flat Matte Finish Navy: Hex#1c2652 Red: Hex#ee5656

Business Card PIO has the template for our business cards. This is a two sided design that should be printed in a matte finish.

Back of Card: 2” x 3.5” Flat Matte Finish Navy: Hex#1c2652 Red: Hex#ee5656 Sky Blue Hex#05b3e9 Red and White Primary Logo

Department: Proxima Nova Thin | 8pt. | White Thin Sky Blue Line | Hex#05b3e9

Phone: Office, Mobile or both Proxima Nova Thin | 10pt. | White Website: Proxima Nova Thin | 10pt. | White email: Proxima Nova Thin | 8pt. | White

Red and Navy Secondary Logo City of High Point: Proxima Nova Bold | 8pt. | Red Hex#ee5656 Address: Proxima Nova Mediaum | 8pt. | Navy Hex#1c2652

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Department Division

Letter Head PIO has the template for our letter head. Please use this for official communication.

211 South Hamilton St. High Point, NC 27260

336.883.3111

HighPointNC.gov

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To: From: Date: Subject

Title of Memo

Memo

Body of Memo

PIO has the template for our memo. Please use this anytime you send out a memorandum.

211 South Hamilton St. High Point, NC 27260

336.883.3111

HighPointNC.gov

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City of High Point

FOR IMMEDIATE RELEASE

Press Release PIO has the template for our press release. Please use this anytime you send out a press release. We encourage you to utlize AP Style with your writing. Please send all press releases to PIO@highpointnc.gov for approval.

Contact: Name 336.883.XXXX HEADLINE

HIGH POINT, N.C. (Aug. 1, 2023) – Lead paragraph (who, what, when, where and why)

The City of High Point aims to serve as the catalyst for bringing together the community’s human, economic and civic resources for the purpose of creating the single most livable, safe and prosperous community in America. For more information on the City, visit www.highpointnc.gov.

###

P.O. Box 230, 211 S. Hamilton St., High Point, N.C., 27261 USA TDD: 336.883.8517 Fax: 336.883.3052

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Pattern We have developed a pattern that can be used as backgrounds, on social media, in print materials, on merch, etc. Feel free to use 100 squares of the pattern or just 1. It’s designed to be flexible. We want to see how creative you can be when using the pattern! When using the pattern, feel free to invert the colorways (switch the background and foreground colors), but do not otherwise modify the colors.

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IN CLOSING

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THANK YOU

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EVERYTHING WE FORGOT TO MENTION BEFORE THIS.

Though we’ve come to the end of this guide, this is only the beginning of our journey.

APPROVALS

In this section, you will find details on our approval process, points of contact within the City Marketing & Communications team, and a warm thank you note.

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Why? Because we care about High Point and we care about you.

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FILE TYPES

CONTACTS

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THANK YOU From everyone in High Point, thank you for your attention to detail, your unwavering support, and your commitment to making our brand vision a reality. Building a brand is like raising a child: it takes a village. Without you, we would not exist. To all of our vendors, creative teams, and outside consultants: we are here for you. If you need any help with our brand at all, especially when working on a brand execution, please do not hesitate to reach out to our team at ryan.ferguson@highpointnc.gov.

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As previously stated, this guide is not a comprehensive list of rules. We recognize the creative journey is full of twists and turns. New approaches, new trends, and changes in technology will inevitably have an effect on our brand and the way we execute it visually.

Ferguson, City of High Point Marketing Manager, at ryan.ferguson@highpointnc.gov.

That being said, we insist that any brand execution follow the guidelines listed within. Anything outside of these guidelines must be approved by an authorized representative from the City’s Marketing & Communications team.

APPROVALS

If you are a vendor working on one of our brand executions, we require an electronic or physical proof before any item is printed, published, or otherwise executed. These proofs can be submitted to your point of contact within the City of High Point. Questions prevent mishaps: If you have a question about the use of our brand materials, please do not hesitate to ask!

Outside approvals may be submitted electronically by emailing the concept to Ryan 052

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The files provided with this guide generally fall into two types: raster and vector files. While both can be used for most applications, typically one is more suited, depending on the usage intent.

Raster Files Raster files are comprised of a grid of pixels. These types of files always have a set resolution and size. Once you increase the size past its predetermined size, the quality decreases. You’ve probably seen this before: images begin to appear pixel-lated if they’re pushed too far. Graphics, like the brand marks, can be exported in raster versions. Photographs are always raster files. Raster files are typically used for web graphics and digital executions. When used in print applications, you must ensure that the file exceeds the minimum DPI (dots per inch) of 150DPI, or risk a low-quality print.

FILE TYPES

Typically, raster files end with .jpg, .png, .gif, and .psd. They are easy to open and apply.

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Vector files Vector files create their shapes by mathematical equations between anchor points. Since they are crafted by ratios, and not a grid of colored squares, vector images can be infinitely scaled. Graphics, like the brand marks, are typically created as vector files. Illustrations, iconography, and many of our simple shapes and graphic elements are created as vector files. The limitations of vector files lie in their strengths: because each relationship is an equation, complex items, gradients, photographs often make vector file sizes too large. Raster images are more efficient in those situations. Vector files are typically used for printing or producing the logo or other graphics in most forms. If you’re ever asked for a high-resolution logo file, send a vector file. Typically, vector files end with .ai, .eps and .svg. Without special programs, these files will be difficult to open.

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RYAN FERGUSON

RYAN SHORT

Marketing Manager, City of High Point

Founder / CEO CivicBrand

ryan.ferguson@highpointnc.gov

ryan@civicbrand.com

JERON HOLLIS

BRISA BYFORD

Managing Director, Communications & Public Engagement City of High Point

Senior Strategist CivicBrand brisa@civicbrand.com

jeron.hollis@highpointnc.gov

MICHAEL HOLMES

CONTACTS

City Council & Chair of Marketing & Branding Taskforce City of High Point michael.holmes@highpointnc.gov 054

City of High Point Branding Guidlines

Articles inside

FILE TYPES

APPROVALS

ELEMENTS

GRIDS

Help me

COMMON ERRORS

USING TYPE

TYPOGRAPHY

CITY GOVERNMENT ENDORSEMENT MARKS

Clear Space

A FLEXIBLE SYSTEM FOR CIVIC PRIDE

Clear Space

A SYMBOL OF OUR STORY

MASTER STYLE LIST

CAMPAIGN MESSAGING

BRAND PERSONALITY

BRAND PRINCIPLES

BRAND STORY

ABOUT THE BRAND

INTENT OF THIS GUIDE

WELCOME