Graphics

Graphics can be anything from digital icons, printable materials to even an animated video. In general terms, graphics refers to any visual representation of data or information. Before determining what graphics to use in your campaign, here are some questions to ask yourself:

What we don’t do:

• Create graphics solely intended to be presented to the Mayor or City Council.

• Share our native files with any city departments, consultants or outside agencies.

• Write copy. Please have all copy finalized with your department first.

Graphics Questions

What audience am I trying to reach and where is the best place to reach them? Are there multiple audiences?

Example: My department really needs to reach local businesses in a certain district. The most effective way may be to create printable materials to distribute to these business or a social media post for Nextdoor.

Do I have an example that I have seen from other cities or departments that could be useful in my current project?

Example: Yes, another department created exactly what my department needs.

Do old graphics need to be updated to match the current Visual Style Guide?

Example: Yes, someone within the department created graphics without using the style guide (or) No, the graphics have been created and/or updated within the last two years.

Campaign Design & Strategic Guidance

Do you need help determining what assets would be most valuable and/or useful? We can assist in translating outreach ideas into visually appealing media by helping you create a tangible list of design projects that coincide with your Outreach Plan.

Requirements: Contact Alex Handy to be assigned an available designer and schedule a meeting.

Reports and Guides

Reports and Guides are multi-page documents that provide detailed information on a subject or topic. They are editorial in nature, text heavy and informative. Artwork, photographs, icons and infographics can all be used as supplemental materials within guides.

Requirements:

All copy submitted to Creative Services must be copy edited and finalized by both the PIO and department representative prior to design work starting.

Editable Templates (social media, forms, letterheads, white sheets, etc.)

It is likely that your department(s) need assets on a regular basis. These templates can range from print materials like fact sheets, to social media templates and even business cards. It is important to check in with your client departments on a quarterly basis to gauge their needs and how you can better help support them throughout each fiscal year. Once assessing the upcoming needs of each quarter, Creative Services can help compile materials.

Requirements:

A thorough list of the materials needed. An understanding of how to edit the materials and how to teach your client department representatives how to edit these materials.

Brochures

Brochures range in size and dimensions (see binding/ folding). They should include high-level information with some additional supporting details. Photographs, artwork, icons and infographics can all be used to support the information.

Requirements:

All copy submitted to Creative Services must be copy edited and finalized by both the PIO and department representative prior to design work starting.

Flyers

Unlike posters, flyers are intended to be handed out by departments at events or printed and left at businesses or other public facilities like libraries and recreation centers for residents to pick up and take with them. Ideally, they would remain 8.5 inches by 11 inches or smaller to ensure easy printing and transportation. They should include only essential and important information, with a call to action.

Example: New bike lanes will be put installed in District 4 and flyers are printed to be distributed at bike shops throughout the district.

Requirements:

Edited copy, translation requirements, and artwork suggestions submitted to Creative Services must be edited and finalized by both the PIO and client department representative.

Newsletters

Newsletters are sent through email, generally via a subscription. They are either templated through a resource like SalesMate or MailChimp, or they can exist as a PDF that is sent as an attachment. Artwork for newsletters may include: headers, subheaders, footers, photographs, icons and templates that highlight paragraph styles. Any copy that is included will be changed and updated by the department or PIO.

Requirements: Copy in the form of headers, footers, or disclaimers submitted to Creative Services must be copy edited and finalized by both the PIO and client department representative prior to design work starting.

Campaign or Imitative Logo

Department logos follow guidelines provided in the style guide. For any board, commission, or campaign logo, submit a creative request and we will structure a logo that is consistent with the City’s branding.

Example: A newly created department or board requests marketing materials to establish their identity/ brand.

Requirements:

Approval from the Communications and Department supervisors and a clear and intentional goal or purpose.

Poster & Signs

Posters and signs should include only include the most important and necessary information. Art and photographs can be included if they are in support of the main message of the poster or sign. They should be eye catching and have a hierarchy of information. Because they range in size, we recommend asking your client department where they will be used. Depending on the intended space, your dimensions may change drastically.

Requirements:

All copy and any translation requests submitted to Creative Services must be copy edited and finalized by both the PIO and client department representative prior to starting design work.

Postcards

Direct mail marketing can be effective when sent to smaller audiences when they are supporting additional marketing (i.e., social media posts, flyers, email newsletters). Postcards should include high- level, concise information on a particular subject or topic. They should be catchy, to the point, and informative. Artwork, photographs, icons and infographics can all be used in tandem.

Requirements:

All copy and any translation requests submitted to Creative Services must be copyedited and finalized by both the PIO and department representative prior to design work starting.

Infographics

Infographics are educational in nature and content rich. They can range from a timeline of events, a community map highlighting a specific subject like dog parks, to a diagram describing the stages of composting when it comes to organic waste recycling. Infographics help us visually communicate information that would otherwise require more reading and/writing.

Requirements:

Clear understanding of the subject and/or topic that needs to be communicated. Because infographics require more artistic interpretation, all copy submitted is subject to change. It is also helpful to provide examples to the creative team.

Website

Website graphics are limited to the direction of the Department of Information Technology. They may include photography, headers, icons and videos. Restrictions and dimensions provided by DoIT.

Requirements:

Visit the Web Team’s Pattern Library for a full overview of capabilities and code needed to edit your department’s web pages.

Animations

Animations are reserved for social media and the website. They should be informative and useful. They can include artistic interpretation if it follows along with the City’s current Visual Style Guide. Web animations need to align with the Web Team’s guidelines..

Requirements:

Finalized script and intended message if any copy is included. Approval from the social media manager.

Do you need to post to social media?

Check with our social media team first.

Each social media platform (Twitter, Facebook, LinkedIn, etc.) has restrictions on dimensions and file types (for best practices see social media team). All collateral created for social media will need to be reviewed and approved by the Social Media/Marketing Manager and follow the city’s most recent Visual Style Guide. Our department head and social media coordinators can help determine whether or not your content would be suitable for social media.

Email Nicole Darling at: ndarling@sandiego.gov

Email Alma Rife at: agrife@sandiego.gov

Photo

Photography is a compelling way to communicate City initiatives visually. Creative Services will work to provide high-quality, local images that capture real-life situations. Because of our limited resources, we do not have the capability to shoot photos of internal meetings or teambuilding events. We strive to include diverse participants in our photos and to capture the essence of our subject matter. It should be noted that photographs will be uploaded and tagged in Webdam for future use.

What we don’t do:

• Take huge batch portrait photography. If you need more than 15 individuals photographed at a time, contact an outside agency.