Marketing Brand Standards

BRAND STANDARDS

FY 2023

PURPOSE OF STYLE GUIDE

Effective communication builds strong links among staff, residents, businesses and visitors. Internal and external communication requires the ongoing management of systematic, two-way, honest communication channels between our organization and our public.

Clear, consistent communication establishes a positive cohesive image. This handbook offers valuable guidelines for developing communication and supporting materials that reach audiences at the right time and delivers messages in a way that effectively reinforces the positive image of the City of Southlake.

City of Southlake Mission Statement

The City of Southlake provides municipal services that support the highest quality of life for our residents, businesses and visitors. We do this by being an exemplary model of balancing efficiency, fiscal responsibility, transparency and sustainability.

City of Southlake Vision Statement

Southlake is a vibrant, attractive, safe, heathly and fiscally sound community that epitomizes both economic and environmental sustainability. We offer quality neighborhoods and a high standard of living, with abundant opportunities for learning, shopping, working, recreation and enjoyment of open spaces.

The Southlake Way

The City of Southlake is a place where we come together to enrich the quality of life for those who live, work and play here.

We strive to exceed expectations by delivering memorable experiences, world class services and a thoughtfully planned, well-maintained City.

The Southlake Way inspires us to respectfully deliver excellent services, creating positive and lasting impressions.

The Southlake Way Motto

We are world class professionals serving a world class community.

Our Values Integrity

Being worthy of the public’s trust in all things. We deal honestly and respectfully with each other and the public at all times. Do the right thing.

Innovation

Valuing progressive thinking, creativity, flexibility and adaptability in service delivery. Think outside the box.

Accountability

Taking personal responsibility for our actions or inaction while putting the interests of the taxpayer first. Own it.

Excellence

Behaving responsively in our delivery of service to the public. Our work is characterized by its quality and by the diligence with which it is carried out. We proactively seek to solve problems in advance. Go above and beyond.

Teamwork

Recognizing the importance of working together to meet our citizen’s needs. Communicating clearly, sharing resources and information freely. Work together.

AP STYLE GUIDE KEY

The AP Style Guide is organized like a dictionary. The following is a key to the entries:

academic degrees Do not precede a name with a courtesy title for an academic degree and follow the name with the degree abbreviation in the same reference.

A degree can either precede a name, such as: Dr. Eric Knost; or follow the name, such as: Eric Knost, Ph.D

Wrong: Dr. Eric Knost, Ph.D.

Use an apostrophe in bachelor’s degree, a master’s degree, etc. Do not use an apostrophe in associate degree. Capitalize degree names if used in full: Master of Education, Bachelor of Science, Doctor of Education, etc. Lowercase, otherwise. See associate degree, bachelor’s degree, doctorate and master’s degree.

car pool

composition titles See titles.

Entry words, in alphabetical order, are in boldface. They represent the accepted word forms unless otherwise indicated. Text explains usage.

Examples of correct and/or incorrect usage are italicized.

Some entries simply give the correct spelling, hyphenation and/or capitalization.

Related topics are in bold.

Aa, an Use the article a before consonant sounds: a historic event, a oneyear term (sounds as if it begins with a w), a united stand (sounds like you). Use the article an before vowel sounds: an energy crisis, an honorable man (the h is silent), an NBA record (sounds like it begins with the letter e), an 1890s celebration.

abbreviation Avoid using abbreviations the reader would not quickly recognize.

Some general principles:

BEFORE A NAME: Abbreviate the following titles when used before a full name outside direct quotations: Dr., Gov., Mr., Mrs. Spell out all except Dr., Mr., Mrs., and Ms. when they are used before a name in direct quotations.

AFTER A NAME: Abbreviate junior or senior after an individual’s full name and do not precede with a comma: Martin Luther King Jr., George Bush Sr. Abbreviate company, corporation, incorporated and limited when used after the name of a corporate entity.

In some cases, an academic degree may be abbreviated after an individual’s name. See academic degrees.

WITH DATES OR NUMERALS: Use the abbreviations a.m., p.m., No., and abbreviate certain months when used with the day of the month.

See dates.

Wrong: Early this a.m. he asked for the No. of your room. The abbreviations are correct only with figures.

Right: At 9:30 a.m.; in room No. 6; on Nov. 13.

IN NUMBERED ADDRESSES: Abbreviate avenue, boulevard and street in numbered addresses: He lives on Maryland Avenue. He lives at 1215 Maryland Ave.

academic degrees Do not precede a name with a courtesy title for an academic degree and follow the name with the degree abbreviation in the same reference.

A degree can either precede a name, such as: Dr. Eric Knost; or follow the name, such as: Eric Knost, Ph.D.

Wrong: Dr. Eric Knost, Ph.D.

Use an apostrophe in bachelor’s degree, a master’s degree, etc. Do not use an apostrophe in associate degree. Capitalize degree names if used in full: Master of Education, Bachelor of Science, Doctor of Education, etc. Lowercase, otherwise. See associate degree, bachelor’s degree, doctorate and master’s degree

accept, except Accept means to receive.

Except means to exclude.

acronym Avoid using an acronym on first reference, unless its meaning is readily recognized. Preferred form is to write a name in full on first

reference, directly followed by the acronym in parentheses. An acronym then can be used in all subsequent references: City of Southlake (COS)

See p.11: Acronyms and Abbreviations.

acting Always lowercase, but capitalize any formal title that precedes a name: acting Director John Smith.

See titles.

addresses Follow the guidelines established by the U.S. Postal Service for mailing addresses. When listing an address in a publication, use the state abbreviations in this guide with the city names. See states. Use abbreviations Ave., Blvd. and St. only with a numbered address. Spell out and capitalize First through Ninth when used as street names; use figures with two letters for 10th and above.

Abbreviate compass points with a single, capital letter to indicate directional ends of a street in a numbered address, but spell out directions in a street name: 95 E. Beetdigger Blvd., 9361 S. 300 East affect, effect Affect, as a verb, means to influence: The game will affect the standings.

Effect, as a verb, means to cause: He will effect many changes in the company.

Effect, as a noun, means result: The effect of the program was overwhelming.

African American Do not hyphenate. The preferred term (an exception to the Associated Press Stylebook). afterward Not afterwards.

ages Always use numerals. Examples: The 68-year-old teacher has taught for seven years; The man is in his 40s; The student is 12 years old; Tom Smith, 68, was named Teacher of the Year.

aid, aide Aid is assistance. An aide is a person who serves as an assistant.

@lert (Alert) Southlake An automatic notification system used to contact residents, businesses and staff via phone, text or email.

all right (adv.) Never alright. Hyphenate only if used colloquially as a compound modifier: He is an all-right guy.

almost never Do not use. Instead use seldom or hardly ever.

a.m., p.m. Lowercase with periods.

ampersand (&) Use as part of an organization’s formal name: Procter & Gamble Co. The ampersand should not be used in place of and.

annual A first-time event cannot be the first annual. Instead, note that sponsors plan to hold the event annually.

A B C

app short for application programming interface.

assistant Do not abbreviate. Capitalize only when used in a formal title before a name. See titles.

Attorney’s General

Attorney General’s Office.

associate degree Not associate’s degree. See academic degrees.

association Do not abbreviate. Capitalize as part of a proper name. bachelor’s degree Not baccalaureate or bachelor degree. See academic degrees.

biannual, biennial Biannual means twice a year and is a synonym for the word semiannual. Biennial means every two years.

bimonthly Means every other month. Semimonthly means twice a month.

biweekly Means every other week. Semiweekly means twice a week.

board of directors Always lowercase.

book titles See titles.

boy scouts The full name of the organization is Boy Scouts of America

buildings Capitalize official building names (Town Hall, Public Works Opperations, Department of Public Safety, etc.).

Bylaw not by-law.

capital, capitol Capital describes money, equipment or property used in a business, or the city where a seat of government is located. Capitol refers to a building and is capitalized in reference to a specific capitol building.

capitalization In general, avoid unnecessary capitalization.

PROPER NAMES: Capitalize common nouns such as river, street and west when they are an integral part of the full name for a person, place or thing: Mississippi River, West Virginia

Lowercase these common nouns when they stand alone in subsequent reference: the river, the street.

Lowercase the common noun elements of names in all plural uses: First and Second streets, lakes Erie and Ontario

COMPOSITIONS: Capitalize the principal words in the names of books, movies, play, poems, operas, songs, radio and

television programs, works of art, etc. See titles.

TITLES: Capitalize formal titles when used immediately before a name. Lowercase formal titles when used alone or in constructions that set them off from a name by commas. See titles.

capitol See capital, capitol.

chairman, chairwoman The term chair should not be used. Only use chairperson if it is the organization’s formal title for an office. Capitalize as a formal title before a name: company Chairman Henry Ford.

Do not capitalize as a casual, temporary position: meeting chairman Robert Jones.

chapters Capitalize chapter when used with a numeral in reference to a section of a book: Chapter 1, Chapter 20. Lowercase when standing alone.

cities When naming cities in publications being sent within Texas, it is not necessary to follow the city name with Texas (an exception to the Associated Press Stylebook).

city Capitalize city as part of a proper name: Kansas City, New York City.

Lowercase elsewhere: a Texas city; the city government; the city Parks and Recreation Board.

Capitalize when part of a formal title before a name: City Manager Francis McGrath. Lowercase when not part of the formal title: city Health Inspector Frank Reese.

Capitalize when used in rederence to the City of Southlake: City parks are a popular attraction.

co-author (n.) co-authored (v.) Hyphenate.

colleges/universities Spell out on first reference. Acronym is acceptable on second reference.

commas Do not use a comma at the start of an indirect or partial quotation: She said “the school strives for academic excellence.”

Use a comma to complete a quotation: “The school strives for academic excellence,” she said.

Also use a comma to introduce a complete one-sentence quote: She said,”The school strives for academic excellence.”

See punctuation.

composition titles See titles.

Comprehensive Improvement Project CIP is acceptable on second reference.

council, counsel Council refers to a deliberative body and those

C D E F

who are members of it. To counsel is to advise. A counselor is one who advises.

courtesy titles See titles.

co-worker Hyphenate.

data A plural noun. Singular is datum. database One word.

dates Capitalize the names of months in all uses. When a month is used with a specific date, abbreviate only Jan., Feb., Aug., Sept., Oct., Nov. and Dec.: Dec. 18, Oct. 2. Spell out when using a month alone or with a year. Do not separate the month and the year with a comma: January 2015. When a date refers to a month, day and year, separate with a comma: Jan. 1, 2012. Avoid using st, nd, rd or th.

Wrong: The field trip is scheduled on November 2nd.

Right: The field trip is scheduled on Nov. 2.

days of the week Capitalize. Do not abbreviate except in a tabular format: Sun, Mon, Tue, Wed, Thu, Fri, Sat (three letters, without periods, to facilitate tabular composition).

degrees See academic degrees.

departments Lowercase department in plural uses, but capitalize the proper name element: the departments of Human Resources and English.

Lowercase the department when it stands alone. See academic departments.

disabled, handicapped, impaired Acceptable terms to describe disabilities include: disabled (general term for a physical or cognitive condition that substantially limits one or more major daily life activity); blind (a person with complete loss of sight); visually impaired (partial loss of sight); deaf (a person with total hearing loss); partially deaf, mute (a person who physically cannot speak); speech impaired, wheelchair user. Avoid the terms handicapped, deaf-mute and confined to a wheelchair. Disability should not lead over the person. Use person who is blind instead of a blind person

doctorate Doctor’s degree or doctorate are acceptable references. Capitalize if full academic name is used: Doctor of Education

dollars Always lowercase. Use figures and the $ sign in all except casual reference or amounts without a figure: The lunch cost $5. Please bring a dollar for the trip.

drugs Because the word drugs has come to be used as a synonym for narcotics in recent years, medicine is frequently the better word to specify that an individual is taking medication.

effect See affect, effect.

email Always lowercase; do not use a hyphen. When listing an email address, use all lowercase letters and do not use quotation marks: smithjane@cityofsouthlake.com

Employee Assistance Program EAP is acceptable on second reference.

ensure, insure Use ensure to mean guarantee: Steps were taken to ensure accuracy. Use insure for references to insurance: The policy insures his life.

entitled Books are titled, not entitled. Entitled means a right to do or have something.

Right: She was entitled to the promotion.

Right: The book was titled “Gone With the Wind.”

ethnic groups African American, Asian, Black, Caucasian, Hispanic, Native American.

every day, everyday every day means each day. He goes to class every day. Everyday is an adjective that means commonplace, ordinary or normal. These shoes are great for everyday wear.

exclamation point (!) Avoid overuse.

executive director Capitalize only as a formal title before a name: Executive Director of Secondary Education, James Wipke Ed.D.; or Dr. James Wipke, executive director of secondary schools.

ext. Do not capitalize. Abbreviated form preferred to extension in a phone number. Use a comma between the number and the extension: 458-7337, ext. 239.

extracurricular No hyphen.

Facebook See social networking.

Favorite A button a Twitter user can click to express approval for a tweet. (noun) Also, the act of clicking on this button. (verb)

fax Not facsimile or Fax. The term fax should not be used as a verb: I sent a fax to Robert Jones; not I faxed Robert Jones.

first quarter Hyphenate when used as a compound modifier: He scored in the first quarter. The team took the lead on his first-quarter goal

fiscal year The city’s fiscal year runs from October 1 to September 30.

FM Farm to market road. No periods after letters: FM 1709

F G H I J K L M N

food Most food names are lowercase: apples, cheese, peanut butter.

Capitalize brand names and trademarks: Roquefort cheese, Tabasco sauce.

Most proper nouns or adjectives are capitalized when they occur in a food name: Boston brown bread, Russian dressing, Swiss cheese.

Lowercase is used, however, when the food does not depend on the proper noun or adjective for its meaning: french fries, graham crackers.

formal titles See titles.

full-time Hyphenate when used as an adjective: full-time employee; He works full time.

fund raiser Event or person.

handicapped See disabled, handicapped, impaired.

hashtag See Twitter.

his, her Do not presume maleness in constructing a sentence, but use the pronoun his when an indefinite antecedent may be male or female: A reporter attempts to protect his sources. (Not his or her sources)

The best choice is a slight revision of the sentence: Reporters attempt to protect their sources

holidays Official city holidays include New Years Day, Martin Luther King Jr. Day, Good Friday, Memorial Day. Independence Day, Labor Day, Thanksgiving, day after Thanksgiving, Christmas Eve and Christmas Day

home page Two words.

human resources department Not human resource department or personnel department. Capitalize when used as the formal department name.

HTML, HTTP Uppercase in text, lowercase in Web addresses.

hyphens Hyphens are used strictly for hyphenating words or line breaks. If a word may be used with or without a hyphen, preferred use is to omit the hyphen. Hyphenated words should not appear in headlines or titles.

incorporated Abbreviate and capitalize as Inc. when used as part of a corporate name. Do not set off with commas.

initials Use periods and omit spaces between initials: E.B. White.

internet No capitalization.

interoffice No hyphen. Refers to distribution within a single office or location.

intranet The private computer network within an organization. Lowercase.

italic; italicize Not italics.

jargon In general, avoid jargon. When it is appropriate in a special context, include an explanation of any words likely to be unfamiliar to the reader.

junior Abbreviate as Jr. only with full names of persons and do not precede with a comma: John F. Kennedy Jr. See abbreviation.

login, logon, logoff All are one word.

make up (v.), makeup (n., adj.) No hyphen in the noun or adjective form

Martin Luther King Jr. Day No comma. Not Civil Rights Day.

months See dates.

names (first reference) Preferred use is first and last name, followed by title or position. See titles and use of middle initials is encouraged in formal context. Council and Board members’ names should appear in formal form.

names (second reference) In general, avoid the use of courtesy titles (Mr., Mrs., Miss, Ms.) in written correspondence.

names of buildings See buildings.

national anthem Lowercase. But capitalize “The Star-Spangled Banner.” See titles.

nationwide No hyphen.

noon Do not put 12 in front of noon.

numbers Spell out numbers below 10, use figures for 10 and above (except for ages). Spell out first through ninth when indicating a sequence. If you must begin a sentence with a number or year, spell it out: Twelve students received the award. See ages

online One word, no hyphens. organizations, institutions, departments

Capitalize the full names of organizations and institutions: the City of Southlake, the Lion’s Club; the Society of Professional Journalists.

INTERNAL ELEMENTS: Use lowercase for internal elements of an organization when they have names that are widely used generic terms: the board of directors of the Southlake Arts Foundation, the finance department of the City of Southlake

ABBREVIATIONS AND ACRONYMS: Some organizations and institutions are widely recognized by their abbreviations: Alcoa, GOP, NAACP, NATO.

part time, part-time Hyphenate when used as a compound modifier: She works part time. She has a part-time job

percent Spell out unless used with a number, in a table or a financial publication: The tax rate is 3%.

president Capitalize only as a formal title used directly before an individual’s name. Lowercase all other uses.

Presidents Day No apostrophe.

Q-and-A format Use a Q-and-A within the body of a story. quarter fall quarter, winter quarter, etc.

quotations Open-quote marks and close-quote marks are used to surround the exact words of a quote: “I will not stay,” he replied; “I do not object,” he said, “to the tenor of the report.” Place quotation marks outside periods and commas.

ranges The form: $13 million to $14 million. Not: $12 to $14 million.

résumé Accents optional.

RSS An abbreviation for Really Simple Syndication. A protocol for subscribing to and distributing feeds that notify people of new entries on news sites, blogs or other online information sources. Southlake sites offer the option to “subscribe to RSS”.

Southlake City Council Spell out on first reference. On second reference, refer to it simply as the Council. Capitalize Council in specific reference to the Southlake City Council (an exception to the Associated Press Stylebook). Always use formal names and courtesy titles for Council members. When listing members of the Council, the proper order is Mayor Pro Tem, Deputy Mayor Pro Tem, then remaining members in place order.

school Capitalize only when part of a proper name: Carroll High School. The word school should be included after the name on first reference: Carroll Elementary School.

seasons Lowercase fall, spring, summer and winter unless part of a proper name.

semiannual Twice a year, a synonym for biannual. Do not confuse with biennial, which means every two years.

social networking A practice by which people meet, interact, and share information online through the use of such sites as Facebook and Twitter.

states spell out the state name in the body of a story. You will still use abbreviations in datelines, photo captions, lists, etc. The student traveled to Madison, Wisconsin over the summer. Photo Caption: Jim Smith in Madision, WI

SH State highway. Abbreviate with SH, SH114

statewide One word.

street names See addresses.

teammate No hyphen.

times Use figures except for noon and midnight. Use a colon to separate hours from minutes: 11 a.m., 1 p.m., 3:30 p.m., 9-11 a.m., 9 a.m. to 5 p.m.

titles

COMPOSITION TITLES: Apply the guidelines listed here to book titles, computer game titles, movie titles, opera titles, play titles, poem titles, album and song titles, radio and television program titles, and the titles of lectures, speeches and works of art.

– Capitalize the principal words, including prepositions and conjunctions of four or more letters.

– Capitalize an article – the, a, an – or words of fewer than four letters if it is the first or last word in a title.

– Put quotation marks around the names of all such works except the Bible and books that are primarily catalogs of reference material. In addition to catalogs, this category includes almanacs, directories, dictionaries, encyclopedias, gazetteers, handbooks and similar publications. Do not use quotation marks around such software titles as WordPerfect or Windows.

– Translate a foreign title into English unless a work is known to the American public by its foreign name.

Examples: “The Star-Spangled Banner,” “The Rise and Fall of the Third Reich,” “Gone With the Wind,” “Of Mice and Men,” “For Whom the Bell Tolls,” “Time After Time,” the NBC “Today” program, the “CBS Evening News,” “The Mary Tyler Moore Show.”

Reference works: Jane’s All the World’s Aircraft; Encyclopaedia Britannica; Webster’s New World Dictionary of the American Language, Second Edition.

Foreign works: Rousseau’s “War,” not Rousseau’s “La Guerre.” But: Leonardo da Vinci’s “Mona Lisa,” Mozart’s “The Marriage

T U V W Y Z

of Figaro” and “The Magic Flute.” But: “Die Walkuere” and “Gotterdammerung” from Wagner’s “The Ring of the Nibelungen.”

COURTESY TITLES: In general, avoid the use of courtesy titles: Mr., Mrs., Miss, Ms. in written correspondence. However, since these titles are commonly used in schools, exceptions may be made for publications specifically directed to parents and/or students.

JOB TITLES: In general, confine capitalization to formal titles used directly before an individual’s name City Manager Shana Yelverton.; Office Assistant Joan Smith; Chris Johnson, secretary, Kim Leach, communications and media relations coordinator, Public Works Director Rob Cohen. Lowercase titles when not used with an individual’s name: The city manager issued a statement; the Board president approved the measure.

FIRST RESPONDER TITLES: In general, use the rank abreviation before an individual’s last name. First names and first initials should not be used: Sgt. Diehl, Lt. Arthur.

Trending Used to indicate that a particular topic is getting a lot of attention on a social network, search engine or website. Often used as a verb.

Twitter A community-based, message-distribution system that allows users to post continual status updates of up to 280 characters detailing their activities for followers. The verb is to tweet. A twitter message is also known as a tweet. The use of a number sign (#) or hashtag is used to convey the subject the user is talking about.

underway one word in all uses

United States Spell out when used as a noun. Use U.S. (no space) only as an adjective.

Valentine’s Day Use an apostrophe.

Veterans Day No apostrophe.

vice president No hyphen.

website One word. No capitalization (2010).

Web page Two words, capitalize Web.

-wide No hyphen: worldwide, nationwide, districtwide.

World Wide Web Capitalize.

yearlong No hyphen.

year-round Hyphenate when used as an adjective.

years Apostrophe when omitting the first two numbers

of the year: ‘98. School years should be written as 1998-99, omitting the century in the second year.

ZIP code Use all caps for ZIP but lowercase code.

ACRONYMS AND ABBREVIATIONS

City Secretary’s Office

Boards & Commissions

2035 – 2035 Corridor Planning Commission

B&C Boards & Commissions

BBA Building Board of Appeals

CC City Council

CCPD Crime Control and Prevention District

CEC Community Engagement Committee

CEDC Community Enhancement and Development Corporation

LB Library Board

MAC Mayor’s Advisory Committee

MTC Metroport Teen Court Advisory Board

P&Z Planning and Zoning Commission

PB Parks and Recreation Board

SAC Senior Advisory Commission

SKIL Southlake Kids Interested in Leadership

SLAC Southlake Arts Council

SPARK Students and Parents Against Risks to our Kids

SPDC Southlake Parks Development Corporation

SPIN Southlake Program for the Involvement of Neighborhoods

SYAC Southlake Youth Action Commission

TIRZ Tax Increment Reinvestment Zone No 1

ZBA Zoning Board of Adjustment

Room

ECR Executive Conference Room (Council conference room)

Associations

TSLAC Texas State Library & Archives Commission

NCTCOG North Central Texas Council of Governments

NWMCC Northwest Metroport Chamber of Commerce

MCP Metroport Cities Partnership (program through NWMCC)

YMSL Young Men’s Service League

Programs

LF Laserfiche

ORR Open Records Request

PIA Public Information Request

RM Records Management

RMA Records Management Application

Documents

ORD Ordinance

RES Resolution

CON Contract / AgreementELE Election records

LIT Litigation / Lawsuit records

Finance

1GPA 1Government Procurement Alliance

AEP Achievement of Excellence in Procurement

AMEX American Express

AP Accounts Payable

APR Annual Percentage Rate

BAFO Best and Final Offer

BPO Blanket Purchase Order

ACRONYMS AND ABBREVIATIONS

CAFR Comprehensive Annual Financial Report

CCD Crime Control District

CCPD Crime Control & Prevention District

CD Certificate of Deposit

CEDC Community Enhancement & Development Corporation

CGFO Certified Government Finance Officer

CIP

Capital Improvement Project

CM Contract Modification

CO

Certificate of Obligation Bond

COD Collect on Delivery

COI Certificate of Insurance

COOP Cooperative Purchasing Group

COSO The Committee of Sponsoring Organizations

CPA Certified Public Accountant

CPFO Certified Public Finance Officer

CPI Consumer Price Index

CPM Certified Purchasing Manager

CPPB Certified Professional Public Buyer

CPPO Certified Public Procurement Officer

CPPO Certified Public Purchasing Officer

DBA or dba - Doing Business As

DCAD Denton County Appraisal District

DFWNIGP Dallas/Fort Worth Chapter of NIGP

DIR

Department of Information Resources

EFT Electronic Funds Transfer

EPA Environmental Protection Agency

ERP Enterprise Resource Planning

FDIC Federal Deposit Insurance Corporation

FF&E Furniture, Fixtures & Equipment

FIFO First In First Out (Method for Inventory)

FIN Federal Identification Number

FOB Free on Board (Seller Pays Shipping)

FTP File Transfer Protocool

FY Fiscal Year

FYE

GAAP

Fiscal Year End

Genarally Accepted Accounting Principles

GAO Government Accountability Office

GASB Governmental Accounting Standard Board

GFOA Government Finance Officers Association

GL General Ledger

GO

General Obligation Bond

GSA U.S. General Services Adminstration

GSA General Services Administration

GTOT

Government Treasures Organization of Texas

HB House Bill

HGAC Houston Galveston Area Council

I&S Interest and Sinking

IAA Inter-Agency Agreement

IAPP International Accounts Payable Professionals

IDIQ Indefinite Delivery Indefinite Quantity

IE Incedental Expenses

IFB Invitation For Bid

IFO Institute of Financial Operations

IGA Intergovernmental Agreement

ILA Interlocal Agreement

IOFM Institute of Finance & Management

JOC Job Order Contracting

LGC Local Government Code

M&IE Meals and Incidental Expenses

M&O Maintenance and Operations

MBE Minority Business Enterprise

MRO Maintenance Repair Operations

MTD Month to Date

NAFA National Fleet Managers Association

NCPA National Cooperative Purchasing Alliance

NCTCOG North Central Texas Council of Governments

NIGP National Institute of Governmental Purchasing

NIPA National Intergovernmental Purchasing Alliance

NJPA National Joint Powers Alliance

NPI National Procurement Institute

NWBE National Women’s Business Council

OEM Original Equipment Manufacturer

OPIS Oil Pricing Information Services

OSHA Occupational Safety & Health Act

PA Purchasing Agent

PAFR Popular Annual Financial Report

P-Card Purchasing/Procurement Card

PCARD Procurement Card

PFIA Public Funds Investment Act

PO Purchase Order

PPANCT Public Purchasing Association of North Central Texas

PR Purchase Requisition

RA Remittance Advice

REQ Requisition

RF Request For

RFB Request for Bids

RFI Request for Information

RFP Request for Proposal

RFQ Request for Quote

RFQ Request for Qualifications

RX Requisitions

S&P Standard & Poor’s

SB Senate Bill

SIC Standard Industrial Classification

SKU Stock Keeping Unit

SPDC Southlake Parks Development Corporation

T&C Terms & Conditions

TAD Tarrant Appraisal District

TINA Truth in Negotiation Act

TPA Travel Plan Authorization

TX DIR Texas Department of Information Resources

TXDOT Texas Department of Transportation

TXPPA Texas Public Purchasing Association

TXSmartBuy Texas Smart Buy

UPPCC Universal Public Procurement Certification Council

USC US Communities

VSS Vendor Self Service

YTD Year to Date

Fire Department

BC Battalion Chief EMS Emergency Medical Service

EOC Emergency Operations Center

FDC Fire Department Connection

GPM Gallons Per Minute

IC Incident Command

PAT Personnel Accountability Tag

PPE Personal Protective Equipment

PRV Pressure Reducing Valve

RIT Rapid Intervention Team

SCBA Self Contained Breathing Apparatus

TIC Thermal Imaging Camera

Public Works

Engineering/Administration

AQL Acceptable Quality Level

AR As Required

ASA American Standards Association

ASME American Society of Mechanical Engineers

BoM or BOM Bill Of Materials

CAD Computer-Aided Design, ComputerAided Drafting; Cadmium [plating]

CDA Current Design Activity

DOD, DoD [U.S.] Department of Defense

EO, ECO, ECN Engineering Order

IAW In Accordance With

KPSI, kpsi Kilopounds Per Square Inch, that is, thousands of pounds per square inch

MIL- [U.S.] Military

NTS Not To Scale

PDM, PDMS Product Data Management, Product Data Manager [app], Product Data Management System [app]

PLM Product Lifecycle Management

QMS Quality Management System

REF Reference

REV Revision

SPEC or spec Specification

USS United States Standard Operations (Streets, Water, Wastewater, Environmental, Facilities)

AC Asphalt Concrete

BLM Bureau of Land Management (USDI)

BMP Best Management Practice [Urban Water Use]

AWT Advanced Wastewater Treatment

AWWA American Water Works Association

EPA Environmental Protection Agency

GMO Genetically modified organism

GPCD Gallons per Capita per Day

GPD Gallons per Day

GPED Gallons per Employee per Day

GPS Global Positioning System

HVAC Heating, Ventilation, and Air Conditioning

NGO Non-governmental organization. Neither a gov. agency nor a for-profit organization.

SS Sanitary Sewer

WW Wastewater

TCEQ Texas Commission on Environmental Quality

WRITING TITLES

Southlake Administrative Titles

city manager Capitalize only when used as a formal title before a name: City Manager First Name Last Name.

Preferred reference is: First Name Last Name, city manager Always use the city manager’s full name in print.

assistant city manager Do not abbreviate title. Preferred reference is: First Name Last Name, assistant city manager.

Capitalize only when used as a formal title before a name: Assistant City Manager First Name Last Name. chief financial officer. Do not abbreviate title. Preferred reference is: First Name Last Name, chief financial officer.

Capitalize only when used as a formal title before a name: Chief Financial Officer First Name Last Name city secretary Do not abbreviate title. Preferred reference is:

First Name Last Name, city secretary. Capitalize only when used as a formal title before a name: City Secretary First

Name Last Name

senior director of planning and development services Do not abbreviate title. Preferred reference is: First Name Last Name, senior director of planning and development services.

Capitalize only when used as a formal title before a name: Senior Director of Planning and Development Services First Name Last Name.

direcor of human resources Do not abbreviate title.

Preferred reference is: First Name Last Name, director of human resources. Capitalize only when used as a formal title before a name: Director of Human Resources First Name Last Name.

director of public works Do not abbreviate title. Preferred reference is: First Name Last Name, director of public works.

Capitalize only when used as a formal title before a name: Director of Public Works First Name Last Name.

director of community services Do not abbreviate title.

Preferred reference is: First Name Last Name, director of community services. Capitalize only when used as a former title before a name: Director of Community Services First

Name Last Name.

police chief Use abbreviated title only on second reference.

Preferred reference is: First Name Last Name, police chief. Capitalize only when used as a former title before a name: Police Chief First Name Last Name.

fire chief Use abbreviated title only on second reference.

Preferred reference is: First Name Last Name, fire chief. Capitalize only when used as a former title before a name: Fire Chief First Name Last Name.

deputy director of marketing and communications Do not abbreviate title. Preferred reference is: First Name Last Name, deputy director of public relations. Capitalize only when used as a former title before a name: Deputy Director of Public Relations First Name Last Name.

Southlake Elected Officials Titles

Mayor Always capitalize: Mayor First Name Last Name. Always use the Mayor’s full name in print.

mayor pro tem Do not abbreviate title. Preferred reference is: First Name Last Name, mayor pro tem. Capitalize only when used as a formal title before a name or used as a proper noun: Mayor Pro Tem First Name Last Name. The Mayor Pro Tem precided over the meeting. deputy mayor pro tem Do not abbreviate title. Preferred reference is: First Name Last Name, deputy mayor pro tem. Capitalize only when used as a formal title before a name or used as a proper noun: Deputy Mayor Pro Tem First Name Last Name. The Deputy Mayor Pro Tem attended the event. council member Do not abbreviate title. Preferred reference is: First Name Last Name, council member. Capitalize and use as one word only when used as a formal title before a name: Councilmember First Name Last Name

KEY MESSAGING 2023

Brand Promise

Southlake, Texas is an Island of Achievement inhabited by American Dreamers who plan everything, play by the rules and win.

GOAL

For all residents and visitors to experience Southlake perfection and take full advantage of the benefits that bring comfort, security and support, which enables them to act individually as successful heroes in their own lives.

INTERNAL AUDIENCE

City Employees, Volunteers, City Partners, Council Members, Board Members, Etc.

Focus

SAFETY & SECURITY

EXTERNAL AUDIENCE

Residents, Visitors, Potential Employees, Potential Partners, Potential Volunteers, Etc.

The establishment and maintenance of protective measures and policies that reduce danger, risk or injury to individuals who live, work or visit the City of Southlake and their property.

MOBILITY & TRAFFIC MANAGEMENT

The efficient movement of pedestrians and vehicles from place to place within Southlake through means such as roads, sidewalks, trails and technology solutions.

INFRASTRUCTURE

Capital assets that provide City services within Southlake such as parks, buildings, water, sewer, drainage systems, sidewalks and road systems.

QUALITY DEVELOPMENT

The skillful preparation and thoughtful execution of plans and policies ensuring an attractive, safe, financially viable and sustainable community for Southlake residents and businesses.

PARTNERSHIPS

The strategic and active connection of like-minded missions and visions throughout our strong network of cities, agencies, businesses, philanthropic organizations, art and culture groups, and faith-based communities that help move our city forward.

VOLUNTEERISM

Seek out and source proactive individuals with a penchant for community involvement focused on giving time, energy, and talents for the enrichment of the Southlake community and its strategic affiliations.

PERFORMANCE MANAGEMENT

The formalized, results-oriented method used to apply best management practices and fact-based decision making to measure, monitor, and improve performance toward meeting strategic objectives, providing services, and enhancing accountability.

Safety & Security

The establishment and maintenance of protective measures and policies that reduce danger, risk or injury to individuals who live, work or visit the City of Southlake and their property.

VALUE PROPOSITION

Maintaining the highest standards of safety, protection and compassion is key to a high quality of life.

ARCHETYPE ROLE: PROTECTOR

The Protector finds identity and fulfillment by defending, protecting or caring for others. This archetype is the keeper of traditions, legacy and values. Seeking to offer a firm hand to strategically guide and form a path toward the greater good, the Protector is a bottomless well of compassion. Powerful and self-sacrificing, the Protector is a multifaceted manager, offering safety and promoting accountability in service to protecting others from harm.

INTERNAL STRATEGY

Encourage an elevated internal culture of safety by making safety and security synonymous with pride, leadership and mutual support.

INTERNAL KEY MESSAGE

We proudly implement and represent the highest quality safety measures within our city and our workspace. It is our duty to adhere to safety procedures and practices that reinforce a secure environment and ensure a safe return home, not only for ourselves but for one another.

TONALITY

Proud, United, Confident, Relatable, Valued

EXTERNAL STRATEGY

Strengthen the perception of Southlake departments by highlighting a strong relationship with the community, strict application of code and regulation, and the professionalism of our protectors.

EXTERNAL KEY MESSAGE

The City of Southlake employs the highest trained and accredited professionals that ensure the best judgement and confident decision making in the midst of highstress situations. They serve to protect the community through compassion, care, personal engagement, and accountability to make lives safer.

TONALITY

Honorable, Engaged, Compassionate, Accredited

SAFETY & SECURITY MESSAGING EXAMPLE - INTERNAL

Messaging Example – Internal Email

Subject: Your safety is our top priority

This week is National Fire Prevention Week, which seems like a good time to remind all of you that your safety, health, and security are incredibly important to us—you are Southlake, and we wouldn’t be the same without you. We’re proud that Southlake is known as a safe, low-crime community, and we’ve worked hard to implement the highest quality safety and security measures across the city, including in your workspace.

To that end, a friendly reminder to know your nearest fire exits in the event of an emergency, and never assume that an active alarm is just a drill. We don’t plan on having any fires here, but preparedness is key!

If you have any questions about fire safety or other security measures, please don’t hesitate to reach out. We’re all in this together, and the most effective safety precautions are those founded on mutual support. Let’s take care of each other and keep Southlake safe!

Messaging Example – Social Post

In honor of National Fire Prevention week, let’s talk about our exceptional city fire department. These intrepid, highly trained professionals work tirelessly to protect our city through community engagement, rapid emergency response, and safety inspections. It’s impossible to prevent every fire—especially in North Texas—but we can rest easy at night knowing our city is in the capable hands of these caring, selfless professionals. If you see a firefighter, give them a thumbs up to show your appreciation. They deserve it.

Mobility & Traffic Management

The efficient movement of pedestrians and vehicles from place to place within Southlake through means such as roads, sidewalks, trails and technology solutions.

VALUE PROPOSITION

Clear pathways and strategic navigation support pleasant and efficient mobility throughout the city.

ARCHETYPE ROLE: ENGINEER

The Engineer is curious and looks to find solutions to everyday problems. Eminently practical, this archetype converts creative energy into practical expression, and is results driven and delivery oriented. Interested in patterns, the Engineer demonstrates the value of a structured approach to problem solving. This archetype prefers to work methodically, to stay calm and to avoid intuitive leaps. The Engineer is a good team player, placing high value on collective work that is focused toward an outcome. At its core, the Engineer is a technical expert.

INTERNAL STRATEGY

Position teams as strategic thinkers that cultivate an environment of calculated planning and guidance.

INTERNAL KEY MESSAGE

We are the navigation efficiency experts. We route Southlakers safely and smoothly in order to provide a clear path for all means of mobility throughout Southlake. Avoidance of frustration is the key to our success.

TONALITY

Specialized, Strategic, Essential, Resourceful

EXTERNAL STRATEGY

Convey a deep understanding of how people can move about the city and offer exceptional guidance in order to alert audiences promptly and ease potential frustrations.

EXTERNAL KEY MESSAGE

The City of Southlake is the most reliable source for city mobility and traffic information, updates, and navigational guidance that make Southlake life easy, predictable and more enjoyable. The city utilizes a network of data and high-quality resources to assist in expert navigation.

TONALITY

Empathetic, Informative, Clear, Reliable

MOBILITY & TRAFFIC MANAGEMENT MESSAGING EXAMPLE - INTERNAL

Messaging Example – Internal Email

On Monday, maintenance will begin on the White Chapel Blvd exit ramp on Northwest Parkway. This means, unfortunately, that the exit will be temporarily closed between 10am and 4pm as road crews fill several potholes and make general improvements. We’re going to work hard to complete this job before rush hour begins, but it is going to be a temporary inconvenience. To mitigate potential frustrations and unexpected delays, we’re notifying Southlake residents via email and social media and asking them to plan alternate routes if necessary. However, it’s possible your department might still receive complaints from frustrated travelers. If you do receive complaints, be sure to express your sympathies, let them know that it should be re-opened by 4pm, and if they need more information please feel free to redirect them to us. Thank you for working with us, and drive safely!

MOBILITY & TRAFFIC MANAGEMENT

MOBILITY & TRAFFIC MANAGEMENT MESSAGING EXAMPLE - EXTERNAL

Messaging

Example – @SouthlakeDPS Tweet

ACCIDENT ALERT: NW corner of East Southlake Blvd and Kimball. Right lane turning west from Kimball onto Southlake is temp. closed. It shouldn’t be long, but if you’re in a hurry consider an alt. route. We know, accidents are no fun. Stay safe!

RECOMMENDED HASHTAGS

#SouthlakeDPS #NavigateSouthlake #SouthlakeRoadAlert

#ConnectSouthlake

Infrastructure

Capital assets that provide City services within Southlake such as parks, buildings, water, sewer, drainage systems, sidewalks and road systems

VALUE PROPOSITION

A fiscally responsible and well-run city is made possible through dependable infrastructure that makes daily life better in Southlake.

ARCHETYPE ROLE: ENGINEER

The Engineer is curious and looks to find solutions to everyday problems. Eminently practical, this archetype converts creative energy into practical expression, and is results driven and delivery oriented. Interested in patterns, the Engineer demonstrates the value of a structured approach to problem solving. This archetype prefers to work methodically, to stay calm and to avoid intuitive leaps. The Engineer is a good team player, placing high value on collective work that is focused toward an outcome. At its core, the Engineer is a systems specialist.

INTERNAL STRATEGY

Encourage teams with appreciation and recognition for making the big picture a reality for Southlake residents and visitors.

INTERNAL KEY MESSAGE

Our team is crucial in creating the lifestyle Southlake residents and visitors expect. By tackling day-to-day life necessities, we support an elevated lifestyle.

TONALITY

Vital, Dependable, Encouraging, Appreciative

EXTERNAL STRATEGY

Build awareness and appreciation for what it takes on a daily basis to keep Southlake special.

EXTERNAL KEY MESSAGE

In order to enjoy a fuller Southlake experience, basic life necessities including water, sewer, parks and other critical services are provided by responsible and passionate experts who manage the needs of Southlake with great care and attention.

TONALITY

Personal, Skilled, Friendly, Social

INFRASTRUCTURE MESSAGING EXAMPLE - INTERNAL

Messaging Example – Internal Memo

Subject: Thank you for all you do

You might have seen this morning’s post on Southlake’s Facebook page calling out our fabulous city workers for all you do to keep our community clean, safe and functional. We want you to know that we mean it—you are at the heart of what makes this city so special, and it wouldn’t be Southlake without you. Your commitment, your compassion, your tenacity, your courage—you are Southlake, and you are deeply appreciated.

Thank you.

INFRASTRUCTURE MESSAGING EXAMPLE - EXTERNAL

Messaging Example – Social Post

Southlake is a highly functional city and it’s sometimes easy to take that for granted. But it takes work: From water, trash and sewer services to zoning, park maintenance, and traffic management, our engineers are working ‘round the clock to make sure we stay clean, safe, and efficient. We’re always working to improve, and we welcome all feedback—this is your community, after all.

RECOMMENDED HASHTAGS

#SmoothSailingSLTX #SouthlakeStandard

#PlanningMakesPerfectSLTX

Quality Development

The skillful preparation and thoughtful execution of plans and policies ensuring an attractive, safe, financially viable and sustainable community for Southlake residents and businesses.

VALUE PROPOSITION

Southlake identity is preserved and improved upon by reflecting community values with great responsibility.

ARCHETYPE ROLE: VISIONARY

The Visionary is a brilliant strategist and can imagine possibilities that reach beyond the scope of any one individual life to benefit all of society. Characterized by great imagination, insight and boldness, this archetype thinks in systems and can synthesize multiple data points. Somewhat paradoxically, the Visionary can be remarkably humble, acknowledging the gift of foresight as given rather than owned. The Visionary has the wisdom to imagine the promise and potential on behalf of the greater good.

INTERNAL STRATEGY

Encourage brand understanding internally so that decisions are aligned with the Southlake brand. Convey a sense of trust and appreciation for quality planning.

INTERNAL KEY MESSAGE

The strategic implementation of city initiatives is critical to conveying and strengthening the Southlake brand. Our decisions reflect the community and our results serve as Southlake identifiers, manifesting exceptional quality.

TONALITY

Trusted, Expert, Decisive, Visionary

EXTERNAL STRATEGY

Celebrate the high standards under which the city operates, to highlight the end goal of preserving and improving upon the Southlake identity.

EXTERNAL KEY MESSAGE

The City of Southlake ensures that the vision of the community is achieved with the highest possible standards and fiscal responsibility. Plans, processes and implementations undergo rigorous examination with exceptional attention.

TONALITY

Responsible, Protective, Detailed, Skilled

QUALITY DEVELOPMENT MESSAGING EXAMPLE - INTERNAL

Messaging Example – Internal Memo

We all know Southlake isn’t like other cities. That’s what makes it so special! An exceptional quality of life is what sets Southlake apart, and we want everything to be perfect—after all, “perfect” is our brand. We’re always working to improve, and our decisions, from zoning and law enforcement to public event planning and permits, directly reflect on the community. In this spirit, we encourage you to deepen your understanding of who we are and always keep that in mind when making decisions that affect the city. Together, we can continue manifesting an exceptional quality of life. Let’s keep Southlake perfect together!

QUALITY DEVELOPMENT MESSAGING EXAMPLE - EXTERNAL

Messaging Example – Blog Post

We take great pride in our city, and we know you do, too. An exceptional quality of life is what sets Southlake apart, and we work hard to meet the high standards we’ve set for ourselves. This means careful planning and constant vigilance—to keep the city clean, beautiful, and financially responsible, and to make sure our residents are treated with respect and have access to quality education and basic services. If you have an idea for how we can improve, please don’t hesitate to reach out!

RECOMMENDED HASHTAGS

#PlanningMakesPerfect #SLTXCleanSafeBeautiful

#KeepSouthlakeSpecial#PlanningMakesPerfectSLTX

Partnerships

The strategic and active connection of like-minded missions and visions throughout our strong network of cities, agencies, businesses, philanthropic organizations, art and culture groups, and faith-based communities that help move our city forward.

VALUE PROPOSITION

Identify and leverage partners who share a common goal of impacting the community in a positive way.

ARCHETYPE ROLE: NETWORKER

The Networker creates communities of collaborative peers for the mutual benefit of the collective. Finding commonalities between people, the Networker is motivated to expand its sphere of influence by forging alliances and making connections within disparate groups. This archetype demonstrates an intuitive emotional sensitivity to the needs of other people. Sometimes seen as a social butterfly, the Networker is generally good at putting others at ease, telling stories and making friends.

INTERNAL STRATEGY

Build a network of partners in order to leverage complimentary strengths, encourage cost efficiency, and create brand ambassadors for the City of Southlake.

INTERNAL KEY MESSAGE

Leveraging relationships through collaboration allows for more resources to be utilized elsewhere for greater impact, both for our partners and our community. We find creative ways to build strong relationships that make a positive difference.

TONALITY

Collaborative, Supportive, Purposeful, Versatile

EXTERNAL STRATEGY

Increase awareness and value of current partnerships in order to attract new collaborations for further growth and impact for the community.

EXTERNAL KEY MESSAGE

The City of Southlake strategically partners with organizations, groups and individuals that elevate and strengthen our community. Each is a building block that reflects us and makes us stronger.

TONALITY

Compassionate, Strategic, Friendly, Collaborative

PARTNERSHIPS MESSAGING EXAMPLE - INTERNAL

Messaging Example – Internal Memo

Subject: In Southlake, partnerships are key to quality

The City of Southlake partners with a variety of organizations and groups to further improve and elevate our community. Groups like Metroport Meals on Wheels, GRACE, and Call-ARide Southlake provide vital support and services that improve life across our community. Leveraging relationships through collaboration allows for more resources to be utilized elsewhere for greater impact, both for our partners and our community, and building strong relationships over shared interests will take our community to the next level. If you have ideas or suggestions for these partnerships or others that could further this mission, please don’t hesitate to reach out.

Messaging Example – Social Post

DID YOU KNOW? The City of Southlake partners with a variety of organizations and groups to further improve and elevate our community. Groups like Metroport Meals on Wheels, which helps feed those with limited mobility. Or GRACE, which provides food, clothing, financial assistance and other vital necessities to people struggling with limited income or recent emergencies. Groups like Call-A-Ride Southlake, which gives free non-emergency transportation to Southlake seniors and disabled citizens. The list goes on. We want every resident to be comfortable, safe, well-fed and enjoy an uncommonly high quality of life, and our partnerships are vital to achieving that. Most of these partners are nonprofits that depend on the generous support of people like you—so if you’re looking for a way to improve our community, consider donating your time or money to these fantastic organizations.

Volunteerism

Seek out and source proactive individuals with a penchant for community involvement focused on giving time, energy, and talents for the enrichment of the Southlake community and its strategic affiliations.

VALUE PROPOSITION

Volunteering with dedication and passion is crucial to the fabric of our community and creates a sense of belonging.

ARCHETYPE ROLE: SERVANT

The Servant can assume a spectrum of roles, from one who serves another to servant leadership. This archetype’s duties can be performed in a similar spectrum, from domestic to government or business. The unifying quality of the servant is a calling to service for the benefit of enhancing others’ lives. When in a leadership position, the Servant focuses on helping remove obstacles and assisting others in reaching their objectives. Service can be rendered for the benefit of multiple levels of community, from self to others and beyond to ideals, concepts and causes.

INTERNAL STRATEGY

Increase and retain volunteerism through meaningful opportunities, service appreciation and a results-driven focus. Share the outcome of volunteer work with a personal approach.

INTERNAL KEY MESSAGE

The City of Southlake has a deep appreciation and need for each contributor that serves the community. Southlake’s strength is made possible by the time and talents of its people. From special event volunteers and first responders, to city boards and commissions, Southlake is made a special place through volunteerism. Together we make Southlake possible.

TONALITY

Thankful, Encouraging, Impactful, Personal

EXTERNAL STRATEGY

Act as the city resource for volunteerism by educating our citizens on how to get involved.

EXTERNAL KEY MESSAGE

The City of Southlake is a key resource for volunteerism and helps ensure successful initiatives by connecting generous participants with the programs and affiliations in need of resources and community involvement. Your time and desire to help others is always appreciated and needed. Together we make Southlake possible.

TONALITY

Impactful, Welcoming, Passionate, Personal

MESSAGING EXAMPLE - INTERNAL

Messaging Example – Internal Email

Subject: Shout out to our library volunteers

Last month, the Southlake Public Library underwent minor cosmetic renovations. If you haven’t been over there, we encourage you to check it out! The inside walls have a fresh coat of paint, thanks to our summer volunteers from Carroll Senior High. These generous Dragons typically volunteer during the week, but [names of volunteers] sacrificed their weekend to move shelves, lay drop cloths, tape edges, and prime and paint the entire interior. We deeply appreciate their time and devotion; these kids, and all of our city volunteers, make Southlake a stronger community, make our jobs easier, save our city money, and we wouldn’t be the same without them. They all deserve a heartfelt “thank you.”

MESSAGING EXAMPLE - EXTERNAL

Messaging Example – Social Post

Want to get more involved with the community? We need you! Every year, the City of Southlake connects dozens of residents with seasonal and year-round volunteer opportunities. We need library volunteers, event volunteers, City Hall volunteers—even police and fire welcomes volunteers. Volunteers are an invaluable component to keeping our city running smoothly, and often leads to bigger career opportunities. To learn more about volunteerism in Southlake, sign up for our weekly volunteer update email, or follow the link and start applying now!

RECOMMENDED HASHTAGS

#SouthlakeVolunteers #ImpactSLTX #VolunteerSLTX

#SLTXCityPride

Performance Management

The formalized, results-oriented method used to apply best management practices and fact-based decision making to measure, monitor, and improve performance toward meeting strategic objectives, providing services, and enhancing accountability.

VALUE PROPOSITION

The City of Southlake holds itself to the highest standards in order to achieve success and aim for perfection.

ARCHETYPE ROLE: REFORMER

The Reformer does not want to throw the baby out with the bath water, but rather seeks to improve the existing system. With an advanced ability to see what’s missing, the Reformer instinctually is pulled to modify and iterate. The Reformer wants to strive to higher and make improvements. Living in relentless application of ideals and expectations, the Reformer seeks to avoid criticism by applying rigorous logic. The City of Southlake holds itself to the highest standards in order to achieve success and aim for perfection.

INTERNAL STRATEGY

Aspire to be the most efficient government possible by assuring commitment to quality work and holding each other to the highest standards.

INTERNAL KEY MESSAGE

We have a serious commitment to quality work, high values, strong principles and support for one another. The City of Southlake competes with the best and performs unlike any other city due to our high level of evaluation, iteration, and optimization.

TONALITY

Vital, Dependable, Encouraging, Appreciative

EXTERNAL STRATEGY

Build respect for the City of Southlake by demonstrating how the city evaluates and optimizes systems, programs and policies.

EXTERNAL KEY MESSAGE

The City of Southlake holds itself to the highest possible performance standards. This is how we measure perfection. Expectations for the City of Southlake are built on commitment to hard work, achievement and perfect planning.

TONALITY

Committed, Transparent, Analytical, Perfection

MESSAGING EXAMPLE - INTERNAL

Messaging Example – Internal Email

Subject: The City of Southlake is hiring.

Greetings! The City is currently hiring for a handful of positions, and we’re looking for people who will flourish in a work culture built on achievement. As you know, we are seriously committed to the improvement of our city through the highest standards of performance. Our values and principles are based on hard work, careful planning, fiscal responsibility, and measurable results, and our team must demonstrate and live those values. Our community expects nothing less from us. If you know a civicminded go getter who you think would be a good fit, send them our way.

MESSAGING EXAMPLE - EXTERNAL

Messaging Example – Social Post

In Southlake, perfection is what we aspire to, it’s what we’re known for, it’s how we make decisions. To achieve perfection as a community, the City of Southlake holds itself to the highest possible standards. Smart financial management, careful city planning and code enforcement, thoughtful traffic and safety measures, and highly trained police and fire departments—it all goes to serve “The Southlake Way,” to nurture our citizens, and to further boost our reputation for perfection. Are you passionate about The Southlake Way? If so, consider applying for a job at the City today. We’re always looking to strengthen our team with civic-minded go-getters.

RECOMMENDED HASHTAGS

#TheSouthlakeWay #SouthlakeDelivers

#PlanningMakesPerfectSLTX

Southlake Logo Family Branding Standards

A product branded with the City of Southlake name or log is a reflection of the City of Southlake. Departmental logos should be used for any content that has been created by individual departments. These logos indicate specific content and point residents to a specific place. The full logo plus logomark should be used on official content sent from the city (ie press releases, letters to builders, etc) or internal needs department to department. The logo icon may be used on its own to support marketing materials, as graphic elements, and on social media profile page images.

USE OF YOUR DEPARTMENT BRANDING LOGO

DO use the full logo when possible.

DO strictly adhere to the sizing and font in combination with logotype and icon.

DO use the full logo on official statements and critical information.

DO use white space and imagery in a way that does not interfere with logo usage.

DON’T use special effects to emphasize type.

DON’T place logos in hard to read areas or cut off the full logo in any way. Contrast is key.

USE OF YOUR DEPARTMENT BRANDING ICON

DO use the logo icon as a graphic element in general information created by OMC or your department.

DO use the logo icon on social media posts where the department name is already clearly indicated.

DO use the logo icon frequently to emphasize branding.

DO use the logo icon per branding standards in regards to color/shading/etc.

DO use the icon as Facebook/other social media profile images.

DON’T use the logo icon in place of full logo on official documents.

DON’T distort the logo icon in any way other than indicated in the branding standards guide or in templates provided by OMC.

The Primary Logo

The City of Southlake’s primary logo is the preferred version of the City’s identity program. The identity consists of three primary elements: 1. The icon, which consists of the letter “S” displayed inside of a crest, 2. The wordmark, with the words “City of Southlake” and 3. Specific colors - Southlake green and gold.

The stylized “S” is a graphic representation of the water and vegetation featured throughout the City.

As the primary element of the City’s identity, the logo has been carefully designed and should never be altered. Proper and consistent use of the identity ensures the City’s best representation in the marketplace.

To ensure the highest quality of reproduction, approved logos are available from the City’s Office of Marketing and Communication and are located on the L drive.

CITY OF CITY OF

These are the primary versions of the logo. They should be used in all cases possible, unless shape, color or design create an issue.

Secondary Logos

The City of Southlake’s logo has been designed in both vertical and horizontal formats to accomodate a number of visual, spacing and printing requirements.

All of the logos are created in standard two-color, one-color and reversed variations.

Only authorized logos may be used to ensure consistency of the identity system.

For the complete library of logos and for questions pertaining to the correct logo usage, please contact the Office of Marketing and Communication.

Each of the elements of the primary and secondary logos have been designed to “stand alone” as individual breakouts and can be used accordingly.

Approved breakouts of the primary logo are available for a variety of branding implementation within the Southlake Logo Families. See page 9 to see the Logo Familes.

Unacceptable Uses

To maintain City of Southlake brand standards, the City of Southlake logo should never be altered in any way. Here are a few examples of what not to do. It is essential that the CoS logo is always reproduced from the master artwork and not recreated or cut and pasted from secondary sources.

Do not alter the proportions of the logo.

Do not alter the orientation of the logo.

the

Do not alter or reformat wordmarks.

Use only Southlake color pallete for 1-color logos.

Do not change the colors of the logo or use alternate colors.

Do not place the logo on visually distracting backgrounds.

Acceptable Uses

We want our brand to be widely recognized and trusted, so use the logo as much as you can within the guidelines.

Use the logos in a variety of sizes and formats without alterations

CITY OF

Use the reversed logos for dark backgrounds.

Use the 1-color logos in either black or white, or the colors or textures from the approved palette for your sub-brand family..

SOUTHLAKE CITY OF SOUTHLAKE

TEXAS

Typography

Adobe Garamond Pro has been selected as the primary typeface of the City, because of its classic style, variety of weights and legibility. Gotham and Luxury Gold have been chosen as support fonts for the identity system and should be used accordingly. It is suggested that Adobe Garamond Pro be set primarily in capital letters and used for titling, while Gotham makes for a fine san-serif alternative to Garamond Pro. Corona can be used as a script font alternative.

Adobe Garamond

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

Gotham

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

Luxury Gold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

Corona abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

CITY OF SELECT

CONNECT

VISIT

TEXTURES

METALS

PRIMARY COLOR PALETTE

PMS 553

C=82, M=47, Y=90, K=58

R=24, G=61, B=32 HEX #183D20

PMS 4505

C=33, M=37, Y=92, K=6

R=172, G=146, B=60 HEX #AC923C

SUBBRAND COLOR PALETTE

WATER UTILITIES PMS 7688

C=70, M=28, Y=5, K=0 R=70, G=152, B=203 HEX# 4698CB

CONNECT SOUTHLAKE PMS 470

C=25, M=67, Y=100, K=12 R=174, G=97, B=25 HEX #AF611B

SOUTHLAKE FIRE PMS 1815 C=31, M=100, Y=100, K=45

G=15, B=17 HEX #710F10

SELECT SOUTHLAKE

PMS 2766

C=100, M=96, Y=37, K=39

R=17, G=28, B=78

HEX #111C4E

SOUTHLAKE POLICE

PMS 2767

C=100, M=86, Y=42, K=41

R=19, G=41, B=75 HEX #13294B

RECOMMENDED COMPLIMENTARY COLORS

PMS 7356

C=36, M=32, Y=48, K=1

R=167, G=159, B=136

HEX #A79F88

PMS 7534

C=18, M=16, Y=24, K=0

R=209, G=204, B=189 HEX #D1CCBD

PMS 5145

C=41, M=58, Y=26, K=2

R=157 G=118, B=146

HEX #9D7692

PMS 4525

C=0, M=6, Y=38, K=19 R=216, G=199, B=147 HEX #D8C793

PMS 7493

C=22, M=12, Y=37, K=0 R=202, G=206, B=170 HEX #CACEAA

LIBRARY LOGO

LIBRARY LOGO WITHOUT SHIELD

LIBRARY LOGO WITH SHIELD

LIBRARY TASK FORCE LOGO

PRIMARY COLOR PALETTE

PMS 553

C=82, M=47, Y=90, K=58

R=24, G=61, B=32 HEX #183D20

PMS 4505

C=33, M=37, Y=92, K=6 R=172, G=146, B=60 HEX #AC923C

CONNECT FAMILY SAMPLE AD

Perfecting your connection.

CONNECT

Public Works Operations maintains all City buildings, handles the City’s streets and drainage maintenance, water and wastewater maintenance, and environmental compliance with state and federal agencies. Our silent warriors are out making sure those important connections stay strong.

Perfect is closer than you think - our commitment your connection. ConnectSouthlake.com

COLOR PALETTE

C=82,

C=25,

RECOMMENDED COMPLIMENTARY COLORS

PMS 553

M=47, Y=90, K=58 R=24, G=61, B=32 HEX #183D20

PMS 470

M=67, Y=100, K=12 R=174, G=97, B=25 HEX #AF611B

PMS 7534

C=18, M=16, Y=24, K=0 R=209, G=204, B=189 HEX #D1CCBD

PMS 7356

C=36, M=32, Y=48, K=1 R=167, G=159, B=136 HEX #A79F88

TRAFFIC DIVISION VERSION

TRAFFIC DIVISION

TRAFFIC DIVISION

WATER UTILITIES VERSION

COLOR PALETTE

RECOMMENDED COMPLIMENTARY COLORS

PMS 7688

C=70, M=28, Y=5, K=0 R=70, G=152, B=203 HEX# 4698CB

PMS 4505 C=33, M=37, Y=92, K=6 R=172, G=146, B=60 HEX #AC923C

SOUTHLAKE 2035 LOGO LOGOTYPE

PLANNING & DEVELOPMENT SERVICES VERSION

PLANNING & DEVELOPMENT SERVICES

BUILDING INSPECTIONS VERSION

BUILDING INSPECTIONS

COLOR PALETTE

PMS 553

C=82, M=47, Y=90, K=58

R=24, G=61, B=32

HEX #183D20

PMS 470

C=25, M=67, Y=100, K=12

R=174, G=97, B=25

HEX #AF611B

PMS 4505

C=33, M=37, Y=92, K=6

R=172, G=146, B=60

HEX #AC923C

PMS 2767

C=100, M=86, Y=42, K=41

R=19, G=41, B=75

HEX #13294B

SELECT FAMILY

SAMPLE AD

SELECT SELECT

LOGOTYPE

ICON ONLY

Your perfect start. And it starts in Southlake. Located in one of the fastest-growing regions in the United States, supported by a world-class education system, and dedicated to high standards, Southlake was built for visionaries. The city has more than 3.1 million square feet of office space, nearly 850 acres of undeveloped non-residential land, and 4 million square feet of retail space waiting to be transformed by you.

ECONOMIC DEVELOPMENT VERSION

Perfect is closer than you think. SelectSouthlake.com

ECONOMIC DEVELOPMENT

PMS 4505

C=33, M=37, Y=92, K=6

R=172, G=146, B=60 HEX #AC923C

COLOR PALETTE

PMS 2766

C=100, M=96, Y=37, K=39

R=17, G=28, B=78 HEX #111C4E

RECOMMENDED COMPLIMENTARY COLORS & TEXTURES

PMS 7500

C=17, M=18, Y=49, K=0

R=214, G=198, B=146 HEX #D6C692

PMS 7356

C=36, M=32, Y=48, K=1 R=167, G=159, B=136 HEX #A79F88

PMS 7534

C=18, M=16, Y=24, K=0

R=209, G=204, B=189 HEX #D1CCBD

POLICE LOGO WITH ICON POLICE LOGOTYPE

POLICE

PMS 4505

C=33, M=37, Y=92, K=6

R=172, G=146, B=60 HEX #AC923C

COLOR PALETTE

PMS 2767

C=100, M=86, Y=42, K=41

R=19, G=41, B=75 HEX #13294B

RECOMMENDED COMPLIMENTARY COLORS

PMS 4525

C=0, M=6, Y=38, K=19

R=216, G=199, B=147 HEX #D8C793

PMS 7356

C=36, M=32, Y=48, K=1

R=167, G=159, B=136 HEX #A79F88

PMS 7534

C=18, M=16, Y=24, K=0

R=209, G=204, B=189 HEX #D1CCBD

C=33,

Pride in our protectors.

The City of Southlake is proud to have a Fire Department and Police Department that are deeply committed, visible and involved in our community. Their presence keeps us safe, gives us comfort and gives us piece of mind. With our city growth we need more of these dedicated men and women. Add your fortitude to our force.

Perfect is closer than you think, with your strength behind us. ProtectSouthlakeTexas.com

COLOR PALETTE

C=31,

RECOMMENDED COMPLIMENTARY COLORS

FIRE LOGO WITH ICON

FIRE LOGOTYPE

FIRE ICON ONLY

OFFICE OF EMERGENCY MANAGEMET OEM ICON ONLY

PMS 4525

C=0, M=6, Y=38, K=19 R=216, G=199, B=147 HEX #D8C793

PMS 1815

M=100, Y=100, K=45 R=113, G=15, B=17 HEX #710F10

PMS 4505

M=37, Y=92, K=6 R=172, G=146, B=60 HEX #AC923C

PMS 7534

C=18, M=16, Y=24, K=0 R=209, G=204, B=189 HEX #D1CCBD

PMS 7356

C=36, M=32, Y=48, K=1 R=167, G=159, B=136 HEX #A79F88

EXPERIENCE LOGO FAMILY SAMPLE AD

Your perfect vrikasana.

The City of Southlake has over 1,000 acres of beautiful park scenery featuring running trails, yoga, kickboxing, tennis and soccer. You’ll be sure to find the perfect place for your peak performance.

Perfect is closer than you think. ExperienceSouthlakeTexas.com

EXPERIENCE LOGO FAMILY

CHAMPIONS CLUB VERSION

LEGENDS HALL VERSION

PARKS AND RECREATION VERSION

EXPERIENCE PRIMARY COLOR PALETTE

PMS 553

C=82, M=47, Y=90, K=58

R=24, G=61, B=32

HEX #183D20

PMS 4505

C=33, M=37, Y=92, K=6

R=172, G=146, B=60

HEX #AC923C

EXPERIENCE SUBBRAND COLOR PALETTE

LEGENDS HALL

C=77, M=97, Y=42, K=51

R=55, G=17, B=60

HEX #37113B

CHAMPIONS CLUB

C=82, M=62, Y=36, K=16

R=62, G=89, B=117

HEX #3D5974

LEGENDS HALL

PMS 84-10

C=25, M=45, Y=10, K=0

R=191, G=148, B=181

HEX #BE94B4

CHAMPIONS CLUB

C=85, M=73, Y=52, K=55

R=33, G=43, B=58

HEX #202B3A

RECOMMENDED COMPLIMENTARY COLORS

PMS 23-15

C=53, M=57, Y=66, K=34

R=99, G=84, B=71

HEX #635347

PMS 123-12

C=67, M=28, Y=32, K=1

R=90, G=150, B=162

HEX #5A96A2

PMS 120-2

C=48, M=16, Y=21, K=0

R=135, G=181, B=192

HEX #86B4BF

PMS 138-13

C=73, M=29, Y=69, K=11

R=75, G=132, B=101

HEX #4B8465

PMS 40-4

C=2, M=46, Y=53, K=0

R=241 G=156, B=120

HEX #F19C77

PMS 28-13

C=23, M=46, Y=71, K=3 R=193, G=140, B=92 HEX #C08C5B

PMS 712

C=1, M=25, Y=38, K0

R=249, G=198, B=158

HEX #F8C59E

LEGENDS HALL LOGO FAMILY SAMPLE AD

The biggest moment to say I DO.

Legends Hall was built for the day of your dreams. Beautifully designed to be unforgettable with both indoor and outdoor event space, expert customizable catering options and a spacious 5,000 square foot ballroom to dance the night away with the one you love. Perfect is closer than you think.

ExperienceLegendsHall.com

PRIMARY COLOR PALETTE

C=77, M=97, Y=42, K=51 R=55, G=17, B=60 HEX #37113B

PMS 84-10

C=25, M=45, Y=10, K=0 R=191, G=148, B=181 HEX #BE94B4

RECOMMENDED COMPLIMENTARY COLORS

PMS 23-15

C=53, M=57, Y=66, K=34 R=99, G=84, B=71 HEX #635347

PMS 123-12

C=67, M=28, Y=32, K=1 R=90, G=150, B=162 HEX #5A96A2

PMS 40-4

C=2, M=46, Y=53, K=0

R=241 G=156, B=120 HEX #F19C77

PMS 120-2

C=48, M=16, Y=21, K=0 R=135, G=181, B=192 HEX #86B4BF

PMS 28-13

C=23, M=46, Y=71, K=3 R=193, G=140, B=92 HEX #C08C5B

PMS 138-13

C=73, M=29, Y=69, K=11 R=75, G=132, B=101 HEX #4B8465

PMS 712

C=1, M=25, Y=38, K0 R=249, G=198, B=158 HEX #F8C59E

PARKS LOGO FAMILY SAMPLE AD

Your perfect vrikasana.

The City of Southlake has over 1,000 acres of beautiful park scenery featuring running trails, yoga, kickboxing, tennis and soccer. You’ll be sure to find the perfect place for your peak performance.

Perfect is closer than you think.

ExperienceSouthlakeTexas.com

PRIMARY COLOR PALETTE

PMS 553

C=82, M=47, Y=90, K=58 R=24, G=61, B=32 HEX #183D20

PMS 4505

C=33, M=37, Y=92, K=6 R=172, G=146, B=60 HEX #AC923C

RECOMMENDED COMPLIMENTARY COLORS

PMS 23-15

C=53, M=57, Y=66, K=34 R=99, G=84, B=71 HEX #635347

PMS 123-12

C=67, M=28, Y=32, K=1 R=90, G=150, B=162 HEX #5A96A2

PMS 40-4

C=2, M=46, Y=53, K=0 R=241 G=156, B=120 HEX #F19C77

PMS 120-2

C=48, M=16, Y=21, K=0 R=135, G=181, B=192 HEX #86B4BF

PMS 28-13

C=23, M=46, Y=71, K=3 R=193, G=140, B=92 HEX #C08C5B

PMS 138-13

C=73, M=29, Y=69, K=11 R=75, G=132, B=101 HEX #4B8465

PMS 712

C=1, M=25, Y=38, K0 R=249, G=198, B=158 HEX #F8C59E

CHAMPIONS CLUB LOGO

FAMILY SAMPLE AD

On your mark...

84,000 sq. ft. of fitness and training space, gymnasium, indoor jog/walk track and indoor aquatics makes The Marq Southlake the pinnacle place for your peak performance.

Perfect is closer than you think. ExperienceChampionsClub.com

PRIMARY COLOR PALETTE

C=82, M=62, Y=36, K=16 R=62, G=89, B=117 HEX #3D5974

C=85, M=73, Y=52, K=55 R=33, G=43, B=58 HEX #202B3A

RECOMMENDED COMPLIMENTARY COLORS

PMS 23-15

C=53, M=57, Y=66, K=34 R=99, G=84, B=71 HEX #635347

PMS 123-12

C=67, M=28, Y=32, K=1 R=90, G=150, B=162 HEX #5A96A2

PMS 40-4

C=2, M=46, Y=53, K=0 R=241 G=156, B=120 HEX #F19C77

PMS 120-2

C=48, M=16, Y=21, K=0 R=135, G=181, B=192 HEX #86B4BF

PMS 28-13

C=23, M=46, Y=71, K=3 R=193, G=140, B=92 HEX #C08C5B

PMS 138-13

C=73, M=29, Y=69, K=11 R=75, G=132, B=101 HEX #4B8465

PMS 712

C=1, M=25, Y=38, K0 R=249, G=198, B=158 HEX #F8C59E

VISIT VISIT

TREATMENT SAMPLES

TYPOGRAPHY

PlayfairDisplay Bold abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Gotham Book abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

PlayfairDisplay Bold Italic abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

MESSAGING

Where ___ meets ___.

Make every moment ___.

Gotham Medium abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Amazing Awesome

Awe-inspiring

Breathtaking

Brilliant

Colorful

Dazzling

Delightful

Delicious

Delectable

Elegant

Engaging

Energetic

Extraordinary

Exquisite

Exciting

Eye-Catching

Fascinating

Festive

First-Rate

Fun

Grand

Great Happy Inspiring

Lovely

Luxurious

Gotham Black abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Marvelous

Magnificent

Mouthwatering

Memorable

Outstanding

Phenomenal

Playful

Romantic

Remarkable

Significant

Surprising

Special Stunning Splendid Superb

Unique Thrilling

Whimsical

Lucky (St. Patrick’s Day)

“Hoppy” (Easter)

Honorable (Memorial Day)

Grateful (Mother’s/Father’s Day)

Patriotic (July 4)

Prideful (Pride Day/Month)

Free (Juneteenth)

Spooky (Halloween)

Thankful (Thanksgiving)

Cheerful (Christmas)

Merry & Bright (Christmas)

COLOR PALETTE

RECOMMENDED COMPLIMENTARY COLORS

PATTERNS

STARS AND STRIPES LOGO

STARS AND STRIPES LOGO WITH ICON

S TARS & S T RIP E S

STARS AND STRIPES LOGOTYPE

COLOR PALETTE

STARS AND STRIPES ICON ONLY

PMS 7693

C=100, M=75, Y=30, K=14 R=0, G=73, B=118 HEX #004976

PMS 7622 C=27, M=95, Y=84, K=26 R=147, G=39, B=44 HEX #93272C

PMS 4505 C=33, M=37, Y=92, K=6 R=172, G=146, B=60 HEX #AC923C

HOME FOR THE HOLIDAYS LOGO

HOME FOR THE HOLIDAYS LOGO WITH ICON

COLOR PALETTE

PMS 7622

C=27, M=95, Y=84, K=26 R=147, G=39, B=44 HEX #93272C

PMS 553

C=82, M=47, Y=90, K=58 R=24, G=61, B=32 HEX #183D20

PMS 4505

C=33, M=37, Y=92, K=6 R=172, G=146, B=60 HEX #AC923C

Online Media Purpose Statement

This guide organizes social media strategies allowing the City of Southlake to:

• Communicate important information and breaking news and to market and promote City and City partner-related events and programming

• Create consistency across our channels and foster a creative, light-heart spirit

• Create engaging content that informs educates and entertains residents and visitors

• Social Media also adheres to our strategic plan Manage the Business – optimizing use of technology. The City of Southlake utilizes several social media platforms to spread our message.

HOW TO POST

Facebook: City of Southlake will post a minimum of two posts a day. Each post should include an image/video and appropriate links. The Facebook cover photo will also change periodically.

Twitter: City of Southlake will post a minimum of one post a day. Each post should include an image/video and appropriate links.

Sharing: City of Southlake will share post from other City departments. City will share posts from the Mobility page on Monday’s for Mobility Monday with the #MobilityMonday and Thursday’s for Travel Thursday with the #TravelThursday

CREATING A POST

• Keep It Simple. Make sure content simple and easy to understand.

• Use Graphics. Make sure all content contains a graphic, unless it’s a breaking news story. The standard side for a graphic is 850x440 at 120dpi. Here’s also a the link to a cover photo template for Facebook: L:\Websites\ Social Media\Facebook.

• Hashtag. Use hashtags when appropriate, but do not exceed two hashtags per post. See “Hashtag Usage” for more information about how to use hashtags.

• Shorten links. When sharing a link on social media post, use bit.ly to shorten the URL. These bit.ly links can be used to track number of clicks.

Instagram: The Instagram accounts are managed by Visit Southlake, Southlake Public Library, Legends Hall at The Marq Southlake and Southlake DPS.

Please Note: Please ensure that all posts are accurate. Links to the City websites should also be created through bit.ly, a tracking service that the City utilizes to gauge performance, unless using a redirect or prominate City website link: www.ProtectSouthlake.com.

• Be vigilant. What we post on social media reflects how our residents, City officials, City employees and the world view our organization. Ensuring that the content we post is accurate and contains no typos is each person who is posting to social media’s responsibility.

• Think ahead. Take advantage of Facebook’s post scheduling tool or Hootsuite to time posts in advance. See “Facebook Post Scheduling” for guidelines on timing a Facebook post.

WHEN TO POST

• Collecting social media analytics is a great way to understand your audience. Facebook Insights on their “Posts” screen allows you to be able to find out what does of the week and time are best to post

• For the City of Southlake, day of the week does not matter as much as the time of day you post. We get the most views for posts at 7 p.m.

• Check each quarter or so to make sure the best times to post for Facebook has not changed.

• When creating a post organically (not timing), take a moment to view when the last post was posted and what the content of the post was. Also leave at least one to two hours before you post another post.

POST SCHEDULING

• The City of Southlake works diligently to schedule posts and work ahead.

• The City utilizes SmartSheet, a project management tool, to document and strategize social media posts. Planned posts are documented a quarter ahead.

• Strive to schedule posts at least two weeks out.

• Please Note: When creating a post organically (not timing), take a moment to view when the last post was posted and what the content of the post was. It might be better to wait to post what you want to post at a later time.

#HASHTAG USAGE & COMMON #HASHTAGS

The great thing about hashtags is that they allow for posts or tweets to be categorized and searchable. Hashtags foster engagement and allows our organization to be able to participate in popular or national campaigns.

#FM1938, #Southlake, #NewBizList, #VisitSouthlakeTexas, #H4HSLK, #SouthlakeHolidays, #SLKLibrary, #LocalBusinessReport, #StarsandStripesSLK, #KeepSLKSafe, #MeettheMayorSLK, #MobilityMonday,#TravelThursday

Tips for Hashtags: When creating a hashtag, capitalize the first letter of each new word. This makes it easier to read. Example: #Southlake Use no more than two hashtags per post for Facebook and Twitter. For Instagram, the more hashtags, the better.

POST SCHEDULING - FACEBOOK

• Scheduling content in advance allows the convenience of being able to post outside of regular hours and to plan posts ahead of time. (Insert Image)

• Next to the blue box, “Publish,” there a downward arrow in a blue box. There are three options: “Schedule,” “Backdate” and “Save Draft.” Select “Schedule” to choose date and time to post.

• Once you select “ Schedule,” you will be taken to a screen where you can select the publish date and time.

• Once date and time have been selected hit “Schedule.”

Photo & Graphic Requirements

A good picture says 1,000 words. A great photo is a great way to increase engagement and convey your message. When taking photos keep the following list in mind:

• Is it a clear photo?

• Does the photo have direction

• What’s in the background? Is it appropriate?

• Can you tell what’s going on?

• Pictures with people or action are typically better.

Not as good: Too far away.

Good: Closer up and you see a smiling face.

Not as good: Lacks direction.

Good: Great action and you can tell where they are.

Not as good: Not an approriate view of someone’s back side.

Good: Great action and smiling faces

Online Media Size Requirements

To maintain City of Southlake standards, the City of Southlake should use the following guidelines for all graphics used on social media and websites.

CITY FACEBOOK PAGES

Facebook Cover Photo

Size: 851px x 312px

Format: JPG (good), PNG (best)

Facebook Profile Image

Size: 180px x 180px

Format: JPG (good), PNG (best)

Image Upload Size

Recommended Size: 800px x 450px

Format: JPG (good), PNG (best)

Twitter Cover Photo

Size: 1500px x 500px

Format: JPG (good), PNG (best)

Facebook Cover Photo Dimensions

Twitter Cover Photo Dimensions

MY SOUTHLAKE NEWS

MSN Article Photo

Preferred size: 800 x 450px

120dpi

Format: JPG (good), PNG (best)

SAMPLE MSN PHOTOS

Canva is a very useful tool for generating social media graphics. However, it is important to use our brand standard color pallete and recommended fonts when designing your graphic. If you have any questions about standards, please contact the OCCE.

RECOMMENDED TYPOGRAPHY

WATER UTILITIES PMS 7688

C=70, M=28, Y=5, K=0

R=70, G=152, B=203 HEX# 4698CB CONNECT

COLOR PALETTE

SELECT SOUTHLAKE PMS 2766

C=100, M=96, Y=37, K=39

R=17, G=28, B=78 HEX #111C4E

SOUTHLAKE POLICE PMS 2767

C=100, M=86, Y=42, K=41 R=19, G=41, B=75 HEX #13294B

SUBBRAND COLOR PALETTE

PMS 553

C=82, M=47, Y=90, K=58 R=24, G=61, B=32 HEX #183D20

PMS 4505

C=33, M=37, Y=92, K=6 R=172, G=146, B=60 HEX #AC923C HEX #AC923C HEX #D2CAB6 HEX #3E3E3E

SOUTHLAKE PMS 470

G=97, B=25 HEX #AF611B

SOUTHLAKE FIRE PMS 1815

WEBSITE GUIDELINES

TYPOGRAPHY

LATO - BOLD

LATO - Italic

Arial - Regular

COLOR PALETTE

Home Banner

2200px x 500px

JPG (good), PNG (best)

Slideshow 490px x 720px

JPG (good), PNG (best)

Graphic Button 672px x 98px

JPG (good), PNG (best)

Interior Button 667px x 667px

JPG (good), PNG (best)

HEX #183D20 HEX #AC923C HEX #D2CAB6 HEX #3E3E3E

WEBSITE GUIDELINES

People need to be able to understand what’s on the page. Clear communication is not just about what we say, but how we say it. Words should be simple and direct. Keep paragraphs short and use headers to make the text scannable.

All City Webpages must include the following:

1. Page Layout

2. Page Title

3. Introductory Text

4. Photo

PAGE TITLE & KEY WORDS

Page titles should be reflective and specific to the page. For example, a staff page should not be titled “Staff” instead it should say the department of the staff listed, “Public Works Staff.”

GOOD PAGE TITLE: About Planning and Development

BAD PAGE TITLE: About

Key words help make the page easier to find, on both an interal search and external search. the key words should reflect the content on the page. for example: southlake comprehensive planning, southlake 2035, planning, plan elements, master plan, vision, goals, objectives

IMPORTANT NOTE:

City websites are mobile responsive. Always keep the mobile presentation of the page you are working on in mind. The pages stack left to right when opened on a mobile device.

ADA COMPLIANCE - WEBSITE ACCESSIBILITY

TOP WAYS TO MAKE THE WEBSITE MORE ACCESSIBLE

Page Structure and Titles

Focus on readability and usability.

• Make sure you have a good clear title – try to make it 60 characters or less

• Use proper heading structure to organize the material

• Avoid Keyboard Traps: Must be able to tab to, into, through, and out of the elements on the page using only the keyboard. Test by disabling the mouse and navigating with only the keyboard.

Links

Ensure that link text makes sense when read out of context.

• Make sure links are clearly distinguishable: Can create a links list on the side of the page. Be clear as possible when writing link text

Forms

Make sure forms are usable

• Clearly label each form field

• Make sure errors from form are readable by a screen reader

• Errors should be next to the box or area and descriptive of what the error is.

Images and Graphics

Use alt text on images to accurately reflect the purpose of the image or provide an accurate description.

• Label Graphics Clearly (Alt Text)

- Describe image and purpose

- Can add a link text to describe graphic

- Can add text below graphic to describe graphic above

- Ask yourself “Who, what and where?” when thinking of the Alt Text

- Make sure buttons are labeled as buttons

- Rule of thumb – Links go places, buttons do something (eg. Submit)

• High Contrast – Compliant

- White on black

- Black on a light background

• Low Contrast – Non Compliant

- Pastel or light colors together

- Bright colors paired together

Video and Audio

Provide captioning and audio description.

• Keyboard Controls for Playing Media

- Videos should never auto play on a page

- Should be able to turn on/off closed captioning and audio descriptions

• Captions, Transcripts, and Audio Descriptions

- Must have at least one of these

WEB ACCESSIBILITY CHECKLIST

Page Structure and Titles: Use proper heading structure

Graphics: Graphics should be high contrast

Links: Make links clearly distinguishable

Images:

Label Graphics and Photos clearly (ALT Text)

OFFICE OF COMMUNICATIONS & CUSTOMER EXPERIENCE

Deputy Director of Communications

Pilar Schank

Operations Manager, Customer Relations

Melody Andersen

Corporate Communications Manager

Jamie Cooper

Corporate Communication Coordinator

Erin Seals

Corporate Videographer

Mikaela Hall

Corporate Marketing & Graphic Design Coordinator

Jessica Enriquez