Southlake Brand Standards 2024 by City of Southlake, Texas

BRAND STANDARDS

FY 2024 v2

BRAND STANDARDS 1

CITY OF 2 Introduction ........................................................... Purpose of the Style Guide 3 AP Style Guide Key 4 Acronyms and Abbreviations 11 Writing Titles 13 Key Messaging .............................................................. Brand Promise 15 Focus 15 Safety and Security 16 Mobility and Traffic Management 18 Infrastructure 20 Quality Development 22 Partnerships 24 Volunteerism 26 Performance Management 28 Internal Communications ........................................... Messaging Templates 31 Communication Types 32 Difficult Topics 32 Significant Changes 33 Recent Successes 34 Reminders 35 Regular Observances 36 Organizational Role Messages 37 Protector 37 First Responser 38 Engineer 39 Visionary 40 Networkers 41 Servant 42 Reformer 43 Logo Families ............................................................... Southlake Logo and Branding Standards 45 The Primary Logo 46 Secondary Logos 47 Unacceptable Uses 48 Acceptable Uses 49 Typography 51 City Logo Family 54 Library Logo Family 57 Connect Logo Family 58 Water Utilities Logo Family 59 Envision Logo Family 60 Select Logo Family 61 Volunteer Southlake Family 62 Southlake Serves Family 63 Southlake Police Logo Family 64 Southlake Fire Logo Family 65 Experience Logo Family 66 Legends Hall Logo Family 68 Parks Logo Family 69 Champions Club 70 Visit Southlake Logo Family 72 Stars and Stripes 74 Home for the Holidays 75 Online Media Standards ............................................. Social Media Guidelines 77 Photo and Graphic Requirements 80 Online Media Size Requirements 81 Canva Guidelines 82 My Southlake News 83 My Southlake News Template 84 Website Guidelines 86 ADA Compliance 88 TABLE OF CONTENTS

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, healthy and fiscally sound community. 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.

BRAND STANDARDS

City of Southlake values integrity, innovation, accountability, commitment to excellence, teamwork are foundational to who we are as a City. They are the principles by which we operate that guide our decisions. As a City of Southlake employee, I understand my role and responsibility in the organization, and I pledge to: Think outside the box Do the right thing Go above and beyond Own It Work together Always

The

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.

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 Operations, 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 reference 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

CITY OF 6

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

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

AP STYLE GUIDE

C D E F

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 X.

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.

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.

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F G H I J K L M N

O P Q R S T

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 X.

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.

AP STYLE GUIDE

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

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.

X 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.

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.

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T U V W Y Z

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

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 Fiscal Year End

GAAP 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

ACRONYMS AND ABBREVIATIONS CONT’D

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.] Militar y

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 Sanitar y Sewer

WW Wastewater

TCEQ Texas Commission on Environmental Quality

CITY OF 12

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.

Director of Planning and Development Services Do not abbreviate title. Preferred reference is: First Name Last Name, director of planning and development services. Capitalize only when used as a formal title before a name: Director of Planning and Development Services First Name Last Name.

Senior Director of Human Resources Do not abbreviate title. Preferred reference is: First Name Last Name, senior director of human resources. Capitalize only when used as a formal title before a name: Senior 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.

Director of Communications Do not abbreviate title. Preferred reference is: First Name Last Name, director of communications. Capitalize only when used as a former title before a name: Director of Communications First Name Last Name.

Director of Economic Development and Tourism Do not abbreviate title. Preferred reference is: First Name Last Name, director of economic development and tourism. Capitalize only when used as a former title before a name: Director of Economic Development and Tourism 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

TITLES

CITY OF 14

KEY MESSAGING 2024

Brand Promise

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

GOAL

For all residents and visitors to experience The Southlake Way 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.

15 KEY MESSAGING

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.

ORGANIZATIONAL 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 respect.

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, respectful 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

CITY OF 16

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!

See Page 37 for more on internal messaging.

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. RECOMMENDED

17 KEY MESSAGING

HASHTAGS #StaySafeSLTX #SouthlakeSafetyFirst #SouthlakeDPS #ProtectSouthlake

SAFETY & SECURITY MESSAGING EXAMPLE - EXTERNAL

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.

ORGANIZATIONAL 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

CITY OF 18

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

See Page 39 for more on internal messaging.

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

#NavigateSouthlake

#SouthlakeRoadAlert

#ConnectSouthlake

19 KEY MESSAGING

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.

ORGANIZATIONAL ROLE: ENGINEER

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

CITY OF 20

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.

See Page 39 for more on internal messaging.

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

#SouthlakePlans

21 KEY MESSAGING

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.

ORGANIZATIONAL 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

CITY OF 22

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 to the Southlake Standard — after all, “excellence” 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 excellent together!

See Page 40 for more on internal messaging.

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

#SLTXCleanSafeBeautiful

#KeepSouthlakeSpecial

#SouthlakeStandard

#SouthlakeExcellence

#ExceptionalSouthlake

23 KEY MESSAGING

Partnerships

VALUE PROPOSITION

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

ORGANIZATIONAL 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

CITY OF 24

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.

See Page 41 for more on internal messaging.

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.

RECOMMENDED HASHTAGS

#SupportNonprofitsSLTX

#PartnerWithSouthlake

#SouthlakePartner

#ConnectSouthlake

#SouthlakeCares

25 KEY MESSAGING

PARTNERSHIPS ESSAGING EXAMPLE - EXTERNAL

Volunteerism

VALUE PROPOSITION

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

ORGANIZATIONAL 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

CITY OF 26

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.”

See Page 42 for more on internal messaging.

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

#SouthlakeCares

27 KEY MESSAGING

Performance Management

VALUE PROPOSITION

The City of Southlake holds itself to the highest standards in order to achieve excellence.

ORGANIZATIONAL 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 excellence.

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. Expectations for the City of Southlake are built on commitment to hard work, achievement and perfect planning.

TONALITY

Committed, Transparent, Analytical, Perfection

CITY OF 28

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.

See Page 43 for more on internal messaging.

MESSAGING EXAMPLE - EXTERNAL

Messaging Example – Social Post

In Southlake, excellence is what we aspire to, it’s what we’re known for, it’s how we make decisions. To achieve excellence 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

#SouthlakeStandard

#SouthlakeExcellence

29 KEY MESSAGING

CITY OF 30 INTERNAL COMMUNICATIONS 2024

MESSAGING TEMPLATES AND SAMPLES

The City of Southlake strives to serve the various members of its community with excellence, respect and empathy. That community includes City employees. The City is committed to focusing on the values and priorities critical to being an employer of choice.

As stated in the Executive Leadership Team’s Guiding Principles document, “we insist upon excessive communication within the departmental team, with colleagues throughout the organization, with city council, board & commission partners and with the community-at-large.”

This Internal Communications document contains templates that can be adapted for many internal communications needs and messaging samples. It is formatted to include templates for different situations with variations for specific sub-audiences. This resource is intended to continue to evolve as a living document to meet ongoing, changing needs.

While these templates and samples illustrate various printed or digital methods of communicating, managers and supervisors should remember that person-to-person communication is critical to maintaining our organization’s culture. Whether your audience is an individual, a small workgroup or a larger team, you are empowered to engage and communicate with them in the most appropriate manner for the situation. That could mean a quick hand-written note of appreciation, a one-onone discussion about a potential issue, a brief shift meeting, an informal brown-bag lunch social or other options that are meaningful and impactful for your team. Meet them where they are.

Managers and supervisors are empowered to make use of methods and tools that work for their teams, whether that’s posters, Teams app messages (or similar tools), videos or other means that align with Southlake’s policies and values. Remember, the genuineness of the message and the intent to keep your teams engaged is more important than a “polished” production. Authenticity and timeliness are the priority. Take the time to make sure the message is accurate and appropriate, but don’t wait for “perfection.”

If managers and supervisors need assistance with building such messages, consult with the Office of Communications and Engagement. It is also acceptable to utilize tools such as AI as a starting point for message building that can then be more specifically crafted for the target audience. Remember to edit the content to be authentic, accurate, appropriate and on brand.

All communications will fit within the values expressed as part of the Southlake Way and the Southlake team’s commitment to each other:

The Southlake Way inspires us to respectfully deliver excellent customer service to create positive and lasting impressions. We strive to exceed expectations by delivering memorable experiences, world-class services, and a thoughtfully planned, well-maintained, and safe city. The first step in providing world-class customer service, both internally and externally, is how we treat each other and work as a team.

Our Commitment to Each Other – We are dedicated to creating a respectful work environment for everyone. We recognize and value the unique experiences, perspectives, and cultural backgrounds that each employee brings to our workplace. We strive to foster an environment where our employees feel empowered. Our employees are expected to support a workplace that embraces the Southlake Way.

While most of Southlake’s employees work full-time and are considered long-term members of the team, those who fulfill part-time and seasonal roles are also vital to providing excellent customer service and creating an experience that lives up to Southlake’s standards. The following templates include variations intended to better target the needs of such employees, specifically those who might be younger and not yet engaged in “career-building”.

BRAND STANDARDS 31

TYPES - DIFFICULT TOPICS

Difficult Topic or Organizational Challenge – general audience – memo/email (recommend posting memo in appropriate location for part-time workers and those with little email/computer access)

• (No image necessary – or City logo) As many of you know, we have been experiencing some challenges with [insert topic]. Because our organization values transparency, I want to share with you about the situation and how we are addressing it.

• Here are some basic details of the situation [brief description to make sure all have the same facts].

- I know this is a challenging time for everyone and I am grateful for your understanding and professionalism. Our entire team is committed to working through this situation together. We will provide updates as we progress.

- In the meantime, do not hesitate to reach out to [ add appropriate info] if you have questions or concerns.

Difficult Topic or Organizational Challenge – brief Teams app message (or text or appropriate tool utilized by the department) for part-time workers, those with limited email access

• The City Manager [or appropriate person] has provided an important update for all employees regarding [insert topic]. Please see the memo posted [provide location] for details.

CITY OF 32 COMMUNICATION

COMMUNICATION TYPES - SIGNIFICANT CHANGES

Significant Change – general audience – memo/email

• (Include appropriate photo or graphic) As our organization continues its commitment to excellence, I am pleased to announce a new [process, mechanism, leadership, etc.] that will contribute significantly to our success.

• After careful consideration and strategic planning, we have made the decision to [briefly describe the change]. This change reflects our commitment to [describe the values, goals, or vision this change aligns with]. This is a pivotal step toward [describe the impact or benefits].

• We understand that change can raise questions and concerns. We are committed to supporting our team members throughout the transition. We will provide resources, training, and open channels of communication to address your questions.

• In the coming [appropriate timeframe], you can expect [describe the steps such as team meetings, trainings, opportunities for interaction]. We encourage you to actively participate, ask questions and share your thoughts.

• Every member of our team plays a vital role in making this transition a success. If you have any immediate questions or concerns, please feel free to reach out to [appropriate contact information].

• Thank you for your ongoing commitment to the Southlake Way. We are excited about the future and the possibilities this change will bring.

Significant Change – brief Teams app message

(or text or appropriate tool utilized by the department) for part-time workers, those with limited email access

• The City Manager [or appropriate person] has provided an exciting update for all employees regarding [insert topic]. We will have (a) team meeting(s) [insert time and location – possibly multiple meetings for shifts] to share details.

Significant Change – other communications options

• For part-time, seasonal or other employees who might not be directly impacted by the change, make sure they are aware and understand that the change might impact their departments or functions. This might be best delivered by supervisors in “shift” meetings.

• Consider a recorded video message to be shared through text, email, on an intranet page or employee break area kiosks/TV monitors.

• Consider a series of department/shift meetings in addition to the email/memo.

• Consider hosting simultaneous meetings in all departments, each hosted by a department head or key leader.

BRAND STANDARDS 33

TYPES - RECENT SUCCESSES

Sharing a Recent Success – General Audience – memo/email

• (Include appropriate photo or graphic) The City of Southlake is proud of our team members and recognizes that your performance is a key factor in our City’s success and well-being.

• I am excited to celebrate [describe the achievement].

• I’m so proud of this accomplishment. This is a testament to the hard work and dedication of everyone on our team and reflects [describe the Southlake value(s) that align with this success].

• Each of our employees contributes to Southlake fulfilling its commitment to provide excellent service. Thank you all for demonstrating the Southlake Way!

Sharing a Recent Success – less formal format for part-time or those with limited email access, Teams app message (or text or appropriate tool utilized by the department) and/or flyer to post in employee common area.

• (Include appropriate photo or graphic) Congratulations to [name individual or work group] for [briefly describe the accomplishment]! You make your team proud.

• Each of our employees contributes to Southlake fulfilling its commitment to provide excellent service. Thank you all for demonstrating the Southlake Way!

CITY OF 34 COMMUNICATION

COMMUNICATION TYPES - REMINDERS

Reminders as Part of a Regular Observance – memo/email to full staff

• (include appropriate graphic or illustrative photo) September is Emergency Preparedness Month. While our Emergency Management team will send many tips and reminders to our residents this month, the safety of each of our employees is just as important!

• I encourage every manager to review emergency response protocols with your team members. Also, urge each team member to review their personal safety plans for home and travel.

• Visit the Emergency Management Department’s webpage [https://www.cityofsouthlake.com/1686/Office-of-EmergencyManagement] for important preparedness tips and resources.

• The Southlake Way includes looking after each other and ourselves! Let’s each take time this month to make sure we’re prepared.

Reminders as Part of a Regular Observance – For part-time or those with limited email access. Teams app message (or text or appropriate tool utilized by the department) and/or flyer to post in employee common area.

• Create a series of brief messages to send throughout the month via Teams app, text or appropriate tool utilized by the department with various tips/reminders. Include one or more of the following key messages:

- The Southlake Way includes looking out for each other!

- Safety is part of the Southlake Way!

- Preparedness is part of our commitment!

- Preparedness demonstrates respect for your team and your customers!

• Create a Preparedness Month poster for employee break areas that includes a cheat sheet of tips and resources and a QR code for more information on the website/intranet. It’s important to have a resource page or other content that is specific to what employees need to do at work in case of an emergency, as well as expectations for checking in from home.

NOTE – Consider creating external messaging posts that illustrate how Southlake employees take preparedness seriously, thus demonstrating their commitment to excellent service to the community.

BRAND STANDARDS 35

COMMUNICATION TYPES - REGULAR OBSERVANCES

Regular Observance – FUN – email to all employees (post memo in break areas with QR code)

• (Include illustrative photo) Part of the Southlake Way is to mix some fun and cuteness into serving with excellence!

• Next [day of the week] is National Pet Day and our Office of Communication and Customer Experience is preparing a series of social media posts to feature YOU with YOUR pets. Please send your best photo with your pet to [appropriate contact info/link] by [appropriate deadline].

• Knowing all of you, I’m guessing we’ll get more photos than we can post. We’ll add all of them to a slide show on our intranet to give all of us a little “cuteness overload”!

Regular Observance – FUN – quick Teams app message (or text or appropriate tool utilized by the department) to part-time/those with limited email access.

• Let’s lean into the FUN side of the Southlake Way! National Pet Day is [day/date]. Send us your favorite pet photo to share on social media and our intranet! [provide link]. Enjoy the cuteness overload!

CITY OF 36

Safety & Security

ORGANIZATIONAL ROLE MESSAGE: PROTECTOR

Flu Season Reminders – email/memo to all staff to be posted in break areas

(Create an appropriate graphic to accompany memo) Part of our commitment to each other includes taking appropriate steps to stay healthy in the workplace and at home. With flu season approaching, you are encouraged to get your annual flu shot.

Also, note the following reminders:

• Keep hands clean by washing with soap and water or using hand sanitizer.

• Cover your mouth and nose when you cough or sneeze.

• Keep work surfaces clean.

• Stay home if you’re ill, returning after your fever is gone for 24 hours without using fever-reducing medicine.

• Exercise and eat healthy to keep your immune system strong.

• Stay positive – smiling and laughter can help boost your immune system!

Demonstrate the Southlake Way by protecting each other and those you serve this flu season.

Flu Season Reminders – for part-time staff and those with limited email access Teams app message (or text or appropriate tool utilized by the department) with graphic

• Flu season is upon us! Remember to keep hands clean, cover when coughing or sneezing, stay home if you’re ill, and practice healthy habits to support your immune system. Self-care is part of the Southlake Way!

BRAND STANDARDS 37

Safety & Security

ORGANIZATIONAL ROLE MESSAGE: FIRST RESPONDER

Severe Weather Pending – email/memo to all employees

• The National Weather Service has issued a [describe the severe weather status] for portions of the D/FW metroplex, including Southlake.

• Public Safety and Public Works personnel are on standby to address weather-related developments in our community.

• All employees should review their workplace and home weather preparedness plans. Please monitor weather conditions and communications from the City of Southlake and take appropriate actions as needed.

• Protecting our community and each other is part of The Southlake Way.

Severe Weather Pending - for part-time staff and those with limited email access Teams app message (or text or appropriate tool utilized by the department, including phone messages as needed)

• The National Weather Service has issued a [describe the severe weather status] for portions of the D/FW metroplex, including Southlake. [Include instructions that might be specific to your department]

• Please monitor weather conditions and communications from the City of Southlake and take appropriate actions as needed.

• Protecting our community and each other is part of The Southlake Way.

Fire Prevention and Safety Resources – email/memo to all employees

• (create infographic with QR code to web content) If residents have questions or concerns about fire prevention and other safety tips, the Southlake Fire Department has resources for them. Of course, these same resources are available for each of us to utilize in the workplace and at home.

• Our Fire Department has a library of fire prevention tipsheets, as well as training opportunities for those wanting to learn CPR, how to use a fire extinguisher and much more. Explore the Fire Department’s Public Education and Outreach page (https://www.cityofsouthlake.com/1685/Fire-Public-Education) for great information to share with our residents and utilize ourselves.

• Promoting safety for our community and ourselves is part of The Southlake Way.

Fire Prevention and Safety Resources – for part-time staff and those with limited email access, consider the following options:

• Post the infographic/QR Code memo in employee break areas

• Include reminders in regular team/shift meetings

• Create periodic Teams app messages (or text or appropriate tool utilized by the department) with seasonal safety reminders and a link back to the full web content

CITY OF 38

Mobility & Traffic Management/Infrastructure

ORGANIZATIONAL ROLE MESSAGE: ENGINEER

Road Construction Project – email/memo for all employees

• The state and county will begin widening [fill in the location] next week. This will create traffic delays and cause temporary detours throughout the project, which is expected to be completed [fill in the timeframe].

• This project is intended to improve the safe flow of traffic in this area. We are collaborating with the state and county to push out alerts to our community to help reduce their inconvenience and potential frustration.

If you should receive calls or emails about the project, here are key details you can share:

• This project is expected to last [fill in the timeframe]

• This project will improve the flow of traffic and access to businesses in this area [add specific pain points that will be relieved]

• The state and county are managing this project and sharing updates which we are sharing on our social media pages [if there’s a project web page, add that information]

• Those needing additional information may contact [provide appropriate information]

Road Construction Project – Provide specific talking point handouts as needed to key field supervisors and departments that might receive inquiries.

• If you should receive inquiries about the project, here are key details you can share:

- This project is expected to last [fill in the timeframe]

- This project will improve the flow of traffic and access to businesses in this area [add specific pain points that will be relieved]

- The state and county are managing this project and sharing updates which we are sharing on our social media pages [if there’s a project web page, add that information]

- Those needing additional information may contact [provide appropriate information]

BRAND STANDARDS 39

Quality Development

ORGANIZATIONAL ROLE MESSAGE: VISIONARY

Tree City USA Designation – memo/email to all employees

• (Use appropriate photograph and/or graphics) Our residents expect to experience an attractive, sustainable community. That’s key to our Southlake standards. That’s why we’re proud to announce the City of Southlake has been named a Tree City USA Community for the 26th straight year! This award is given by The Arbor Day Foundation and recognizes urban forestry management excellence.

• To qualify for Tree City USA status, a community must meet four core standards of sound urban forestry management:

- Maintaining a tree board or department;

- Establishing a community tree ordinance;

- Spending at least $2 per capita on urban forestry;

- Celebrating Arbor Day through a proclamation or observance.

• To learn more about Southlake’s efforts to preserve our trees and create a more sustainable environment for all of us to enjoy, visit our Tree Preservation web page [provide link]

Tree City USA Designation – at the department level

• Include this announcement in shift/department meetings.

• Post photos and article on the intranet.

• Encourage employees to share photos that feature trees in Southlake as part of the next Arbor Day observance.

CITY OF 40

Partnerships

ORGANIZATIONAL ROLE MESSAGE: NETWORKERS

Internal Partnerships – email/memo to department heads and managers

• (include photo(s) from activity/event) Since the Southlake Way includes our commitment to support each other, I want to celebrate a recent collaboration between our Senior Center and our Police Department.

• After a series of reports on the news and in the community about telephone and email scams targeting senior citizens, our Senior Center patrons requested advice on how to better identify potential scams. Our Senior Center staff quickly reached out to our Police Department for resources. As a result, our Senior Center now offers a new Scams FAQs workshop led by [a member of the appropriate PD unit] and a renewed sense of empowerment for many members of our community!

• As department leaders, you are encouraged to reach out to other departments to meet the needs of our residents and visits. Your innovative, creative thinking is part of serving our community with excellence.

• Please work with your front-line and supervisory personnel to make sure they are sharing such needs and requests to effectively create solutions for our community.

• Thank you all for taking the Southlake Way to new levels of excellence!

Internal Partnerships – for front-line, supervisory personnel

• During upcoming shift/team meetings, review policies and processes for reporting customer needs and requests that might require out-of-the-ordinary responses or review of current procedures. Also review appropriate channels for communicating needs across departments, keeping appropriate managers in the loop.

BRAND STANDARDS 41

Volunteerism

ORGANIZATIONAL ROLE MESSAGE: SERVANT

Volunteer Appreciation – email/memo to department heads/managers

• (include photo(s) from event/activity) From special event volunteers and first responders to city boards and commissions, Southlake is made a special place through volunteerism. Many of our departments benefit from community volunteers to assist with various functions and activities throughout the year.

• As we approach National Volunteer Week, please make plans to express your appreciation to those who have served with your department during the past year.

• The Office of Communication and Community Engagement has created a resource list for certificates and small thank-you gifts. It is available [on the intranet/by contacting a specific individual].

• If you have photos of your volunteers in action (and permission to share), please submit those to the Office of Communication and Community Engagement for use on social media and the intranet.

• We want our volunteers to know how much they are valued! Together we make Southlake possible.

Volunteer Appreciation – thank you note suggestions:

• Thank you for your selfless dedication and hard work as a volunteer. Your [describe activity] is truly appreciated, and it makes a significant difference in our organization’s mission. You are a wonderful example of the Southlake Way.

• Your help [describe event/activity] was invaluable. We couldn’t have done it without you. Thank you for volunteering your time and energy to make it a success!

• It’s volunteers like you who keep our organization thriving. Your long-term commitment to [describe the activity] truly demonstrates the Southlake Way! We are incredibly grateful for your ongoing support.

• Your expertise and dedication to [specific project] have been outstanding. We are grateful for your unique contributions and the time you’ve invested in making it a success. Thank you for personifying the Southlake Way!

CITY OF 42

Performance Management

ORGANIZATIONAL ROLE MESSAGE: REFORMER

Tuition Reimbursement Program – email to all employees, post to intranet

• The City of Southlake values the ongoing pursuit of growth and excellence. Our tuition reimbursement program is one example of that value.

• The City reimburses full-time employees 100% of the local average cost of state tuition, laboratory and registration fees and 50% of required textbooks up to a fiscal year cap of $5,000.

• To learn more about how to qualify for this program, review the tuition reimbursement policy on the City’s intranet (link).

• Your growth and development increase our organization’s ability to serve with excellence!

BRAND STANDARDS 43

CITY OF 44 LOGO FAMILIES 2024

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 logo-mark 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 OCCE 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 OCCE.

BRAND STANDARDS 45

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 word-mark, 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.

CITY OF 46

Secondary Logos

The City of Southlake’s logo has been designed in both vertical and horizontal formats to accommodate 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 Families.

BRAND STANDARDS 47

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.

Do not outline the logo.

Do not alter or reformat wordmarks.

Use only Southlake color pallet for 1-color logos.

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

Do not crop the logo in any way.

Do not place the logo on visually distracting backgrounds.

Do not place the logo inside of another shape.

Do not rotate the logo.

CITY OF 48

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

Use the reversed logos for dark backgrounds.

CITY OF

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

BRAND STANDARDS 49

SOUTHLAKE CITY OF SOUTHLAKE TEXAS

CITY OF 50

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 sans-serif alternative to Garamond Pro. Corona can be used as a script font alternative.

Gotham abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Gotham Narrow

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Luxury Gold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Corona abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Adobe Garamond* abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Breathing Personal Use*

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

*Use these fonts sparingly.

BRAND STANDARDS 51

CONNECT CITY OF SELECT

CITY OF 52

VISIT

BRAND STANDARDS 53

TEXTURES

METALS

CITY OF 54 LOGOTYPE

GOLD FOIL COPPER GOLD STEEL STEEL

ICON ONLY

BRONZE

CITY OF CITY LOGO FAMILY

PMS 553

PRIMARY COLOR PALETTE

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 R=113, 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 551

PMS 4525

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

C=36, M=11, Y=12, K=0 R=162, G=197, B=211 HEX #A2C5D3

PMS 7493

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

PMS 444

C=59, M=42, Y=45, K10 R=110, G=124, B=124 HEX #6E7C7C

BRAND STANDARDS 55

80% 80% 50% 50% 30% 30% 10% 10%

FINANCE

CITY OF 56 CITY MANANGER’S OFFICE VERSION ELEMENTS COLORS CITY MANAGER’S OFFICE CITY SECRETARY’S OFFICE VERSION ELEMENTS COLORS CITY SECRETARY’S OFFICE HUMAN RESOURCES VERSION ELEMENTS COLORS HUMAN RESOURCES FINANCE VERSION ELEMENTS COLORS

COMMUNICATIONS & CUSTOMER SERVICE VERSION ELEMENTS COLORS OFFICE OF COMMUNICATIONS & CUSTOMER EXPERIENCE VOLUNTEER VERSION ELEMENTS COLORS VOLUNTEER LIBRARY VERSION ELEMENTS COLORS LIBRARY VERSION ELEMENTS COLORS

PMS 553

LIBRARY LOGO

LIBRARY LOGO WITHOUT SHIELD

LIBRARY LOGO WITH SHIELD

PRIMARY COLOR PALETTE

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

BRAND STANDARDS 57

CONNECT CONNECT FAMILY

SAMPLE AD COPY

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.

ConnectSouthlake.com LOGOTYPE ICON ONLY

COLOR PALETTE

RECOMMENDED COMPLIMENTARY COLORS

CITY OF 58

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 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

PUBLIC WORKS VERSION

PUBLIC WORKS PUBLIC WORKS

TRAFFIC DIVISION VERSION

TRAFFIC DIVISION

WATER UTILITIES VERSION

TRAFFIC DIVISION

COLOR PALETTE

PMS 4505

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

PMS 7688

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

RECOMMENDED COMPLIMENTARY COLORS

PMS 551

C=36, M=11, Y=12, K=0 R=162, G=197, B=211 HEX #A2C5D3

PMS 444

C=59, M=42, Y=45, K10 R=110, G=124, B=124 HEX #6E7C7C

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

BRAND STANDARDS 59

ENVISION FAMILY

LOGOTYPE

ICON ONLY

PLANNING & DEVELOPMENT SERVICES VERSION

PLANNING & DEVELOPMENT SERVICES

SOUTHLAKE COMPREHENSIVE PLAN LOGO

PMS 553

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

Comprehensive Plan

BUILDING INSPECTIONS VERSION

PMS 470

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

COLOR PALETTE

BUILDING INSPECTIONS

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

CITY OF 60

SELECT

SAMPLE AD COPY

Located in one of the fastest-growing regions in the United States, supported by a worldclass 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.

SelectSouthlake.com

ECONOMIC DEVELOPMENT VERSION

ECONOMIC DEVELOPMENT

COLOR PALETTE

PMS 4505

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

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

BRAND STANDARDS 61

SELECT SELECT FAMILY LOGOTYPE ICON ONLY

PMS 553

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

COLOR PALETTE

PMS 4505

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

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 551

PMS 4525

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

C=36, M=11, Y=12, K=0 R=162, G=197, B=211 HEX #A2C5D3

PMS 7493

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

PMS 444

C=59, M=42, Y=45, K10 R=110, G=124, B=124 HEX #6E7C7C

CITY OF 62

ICON ONLY

VOLUNTEER SOUTHLAKE VOLUNTEER VOLUNTEER LOGOTYPE

COLOR PALETTE

PMS 553

C=82,

PMS 470

PMS 4505

PMS 7688

BRAND STANDARDS 63

ICON

SOUTHLAKE SERVES SERVES LOGOTYPE SERVES

ONLY SERVES

M=47, Y=90, K=58 R=24, G=61, B=32 HEX #183D20 C=33, M=37, Y=92, K=6 R=172, G=146, B=60 HEX #AC923C C=25, M=67, Y=100, K=12 R=174, G=97, B=25 HEX #AF611B C=70, M=28, Y=5, K=0 R=70, G=152, B=203 HEX# 4698CB

C=100, M=86, Y=42, K=41 R=19, G=41, B=75 HEX #13294B PMS 4505 C=33, M=37, Y=92, K=6 R=172, G=146, B=60 HEX #AC923C

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

CITY OF 64 POLICE

POLICE

POLICE PROTECT LOGO FAMILY COLOR PALETTE

RECOMMENDED COMPLIMENTARY

LOGO WITH ICON

LOGOTYPE POLICE ICON ONLY

PMS 2767

COLORS 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 PMS 4525

SAMPLE 1 USE OF FORCE POLICIES REQUIRE DE-ESCALATION SOUTHLAKE POLICE DEPARTMENT STANDARD OPERATING PROCEDURE De-escalation is the preferred, tactically sound approach and officers are tasked with using this method to reduce the need for force whenever circumstances allow, and it is safe to do so. The Department provides officers with annual training in de-escalation, which includes scenario-based training exercises to practice the application of this skill. Officers also receive annual training on the Department’s use of force policies. BAN CHOKE HOLDS & STRANGLEHOLDS SOUTHLAKE POLICE DEPARTMENT STANDARD OPERATING PROCEDURE Southlake Officers are to refrain from using any technique that is not instructed by the Department and has the potential for serious injury, such as carotid neck restraints. 2 REQUIRE WARNING BEFORE SHOOTING SOUTHLAKE POLICE DEPARTMENT STANDARD OPERATING PROCEDURE Southlake Officers are required, whenever feasible, to issue a verbal warning and identify themselves as “police officers” when they are about to use deadly force. 3 EXHAUST ALL OTHER MEANS BEFORE SHOOTING SOUTHLAKE POLICE DEPARTMENT STANDARD OPERATING PROCEDURE Southlake Officers are permitted to use deadly force when they reasonably believe that the action is in defense of human life, when all other means have been exhausted or are inappropriate due to the circumstances. Deadly force is prohibited against individuals who pose a dange only to themselves. Any discharge of a firearm by an officer that results in the death or serious bodily injury of another will be reviewed by specially trained personnel, as designated by the Chief of Police. 4 BAN SHOOTING AT MOVING VEHICLES SOUTHLAKE POLICE DEPARTMENT STANDARD OPERATING PROCEDURE Southlake Officers shall refrain from discharging a firearm at or from a moving vehicle, except when the officer reasonably believes that the suspect poses a significant threat of death or serious bodily injury to the officer or any other person, and all other means have been reasonably exhausted or would be inappropriate due to the circumstances. 5 REQUIRE USE OF FORCE CONTINUUM SOUTHLAKE POLICE DEPARTMENT STANDARD OPERATING PROCEDURE The Southlake Police Department holds the sanctity of human life in the highest regard. While the use of force is permitted by law under certain circumstances, officers must base their decisions to use force on the totality of circumstances presented to them in any given situation. Southlake Officers are only to use the amount of force necessary, reasonable, and proportional to control a situation or defend themselves or others from harm. 6 REQUIRE COMPREHENSIVE REPORTING SOUTHLAKE POLICE DEPARTMENT STANDARD OPERATING PROCEDURE Southlake Officers are required to submit a use of force report in the following situations: whenever a firearm or taser is pointed at an individual to affect an arrest or detention, when force is applied using empty hand control (other than handcuffing), when force is applied through the use of intermediate weapons or deadly force weapons, when a firearm is discharged (outside of training), and when an officer’s actions result in the injury or death of another person. Each report is reviewed by the officer’s supervisor as well as the Department’s Chain of Command. A written analysis of all use of force reports is completed annually by the Department’s Professional Standards Division and is submitted to the Chief of Police for review. 7 DUTY TO INTERVENE The unnecessary use of force is unlawful. Southlake Officers will refrain from the unnecessary use of force. Any officer who observes another officer using unnecessary force is required to intervene when in a safe position to do so to prevent excessive force. Officers are required to promptly report their observations and actions to a supervisor. 8

PROTECT LOGO FAMILY

FIRE

SAMPLE AD COPY

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.

ProtectSouthlake.com

PMS 4505

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

COLOR PALETTE

PMS 1815

C=31, M=100, Y=100, K=45 R=113, G=15, B=17 HEX #710F10

RECOMMENDED COMPLIMENTARY COLORS

PMS 4525

C=0,

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

BRAND STANDARDS 65

LOGO WITH ICON

FIRE LOGOTYPE FIRE ICON ONLY

OEM ICON ONLY

OFFICE OF EMERGENCY MANAGEMENT

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

EXPERIENCE LOGO FAMILY SAMPLE AD

LOGOTYPE

ICON ONLY

EXPERIENCE LOGO FAMILY

CHAMPIONS CLUB VERSION

LEGENDS HALL VERSION

PARKS AND RECREATION VERSION

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

PARKS & RECREATION

CITY OF 66

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 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

BRAND STANDARDS 67

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.

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

CITY OF 68

ICON

LOGOTYPE

ONLY

PARKS LOGO FAMILY SAMPLE AD

ExperienceSouthlakeTexas.com

PMS 553

PRIMARY COLOR PALETTE

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

BRAND STANDARDS 69

ICON ONLY

LOGOTYPE

CHAMPIONS CLUB LOGO FAMILY SAMPLE AD

LOGOTYPE ICON ONLY

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.

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

CITY OF 70

BRAND STANDARDS 71

VISIT TYPOGRAPHY

PlayfairDisplay Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Gotham Book

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Gotham Black

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

PlayfairDisplay Bold Italic abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

MESSAGING

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

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)

CITY OF 72

VISIT VISIT LOGO FAMILY LOGOTYPE ICON ONLY

VISIT

TREATMENT SAMPLES

Where ___ meets ___.

___.

COLOR PALETTE

PMS 7645

C=59,

PMS 689

C=46,

RECOMMENDED COMPLIMENTARY COLORS

PMS 553

PMS 4505

PMS 7553

C=55,

TEXTURES

PATTERNS

BRAND STANDARDS 73

C=82, M=47, Y=90, K=58 R=24, G=61, B=32 HEX #183D20 C=33, M=37, Y=92, K=6 R=172, G=146, B=60 HEX #AC923C M=57, Y=98, K=51 R=77, G=65, B=26 HEX #4D411A M=88, Y=40, K=19 R=129, G=57, B=95 HEX #81395F M=84, Y=52, K=60 R=65, G=29, B=48 HEX #411D30

STARS AND STRIPES LOGO

STARS AND STRIPES LOGO WITH ICON

STARS & ST RIP E S

STARS AND STRIPES LOGOTYPE

COLOR PALETTE

STARS AND STRIPES ICON ONLY

PMS 7693

C=100,

PMS 7622

PMS 4505

CITY OF 74

M=75, Y=30, K=14 R=0, G=73, B=118 HEX #004976 C=27, M=95, Y=84, K=26 R=147, G=39, B=44 HEX #93272C C=33, M=37, Y=92, K=6 R=172, G=146, B=60 HEX #AC923C

HOME FOR THE HOLIDAYS LOGO

COLOR PALETTE

BRAND STANDARDS 75

HOME FOR THE HOLIDAYS LOGO WITH ICON

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

CITY OF 76 ONLINE MEDIA STANDARDS 2024

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.

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

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

NextDoor: The NextDoor account is managed by City of Southlake and Emergency Management.

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.

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 800x450 at 120dpi.

• 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.

• 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 to time posts in advance. See “Facebook Post Scheduling” for guidelines on timing a Facebook post.

77 SOCIAL MEDIA STANDARDS

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 days 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.

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.

• 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.

• 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. For Instagram, the more hashtags, the better.

COMMON #HASHTAGS

#ConnectSouthlake

#EnvisionSouthlake

#GetPrepared

#H4HSLK

#ImpactSLTX

#KeepSouthlakeSpecial

#NavigateSouthlake

#PartnerWithSouthlake

#PictureSouthlake

#ProtectSouthlake

#SLTXCityPride

#SLTXCleanSafeBeautiful

#SmoothSailingSLTX

#SouthlakeCares

#SouthlakeDelivers

#SouthlakeDPS

#SouthlakePartner

#SouthlakePlans

#SouthlakeRoadAlert

#SouthlakeSafetyFirst

#SouthlakeStandard

#SouthlakeVolunteers

#StaySafeSLTX

#SupportNonprofitsSLTX

#TheSouthlakeWay

#VisitSouthlakeTexas

#VolunteerSLTX

#WorldClass

CITY OF 78

POST SCHEDULING - FACEBOOK/INSTAGRAM

• 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.”

79 SOCIAL MEDIA STANDARDS

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.

CITY OF 80

TAKE PICTURESPHONE LIKE THIS Not as good: Too far away.

Closer up and you see a smiling face. Not as good: Lacks direction.

Great action and you can tell where they are.

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

Great action and smiling

Good:

Not

Good:

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

Basic Instagram image sizes

Profile photo: 320 x 320 px

Landscape: 1080 x 566 px

Portrait: 1080 x 1350 px

Square: 1080 x 1080

Stories and Reels: 1080 x 1920

Basic Facebook image sizes

Profile photo: 170 x 170 px

Landscape: 1200 x 630 px

Portrait: 630 x 1200 px

Square: 1200 x 1200 px

Stories and Reels: 1080 x 1920 px

Cover photo: 851 x 315 px

Image Upload Size

Recommended Size: 800px x 450px

Format: JPG (good), PNG (best)

SOCIAL MEDIA IMAGE SIZES

81 SOCIAL MEDIA STANDARDS

CANVA GUIDELINES

Canva proves to be handy in crafting social media graphics. Yet, it’s crucial to adhere to our brand’s color palette and designated fonts when creating your design. The Canva Brand Kit for City of Southlake includes logos and fonts. Should you require clarity on standards, feel free to reach out to the OCCE.

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

SOUTHLAKE FIRE

SELECT SOUTHLAKE

PMS 2766

C=100, M=96, Y=37, K=39 R=17, G=28, B=78 HEX #111C4E

SOUTHLAKE POLICE

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

R=174, G=97, B=25 HEX #AF611B

PMS 1815

C=31, M=100, Y=100, K=45 R=113, G=15, B=17 HEX #710F10

PMS 2767

HEX #AC923C HEX #D2CAB6 HEX #3E3E3E

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

CITY OF 82

MY SOUTHLAKE NEWS

MSN Article Photo

Preferred size: 800 x 450px 120dpi

Format: JPG (good), PNG (best)

SAMPLE MSN PHOTOS

My Southlake News Article Template

HEADLINE

Create a concise and attention-grabbing headline that summarizes the main point of the article. Use strong and relevant keywords to capture the essence of the news.

LEAD/INTRODUCTION

Start with a compelling lead that answers the most critical questions: who, what, when, where, why, and how. Provide a hook to grab the reader’s attention and encourage them to continue reading.

BODY

Arrange information in descending order of importance (inverted pyramid structure).

• Each paragraph should cover a single point or idea, making the content easy to digest.

• Use quotes from City staff to add facts and credibility.

• Use quote from City Council or appointed officials from public meeetings if appropriate.

• Include facts, statistics, and background information to support the key points. Maintain a neutral and objective tone.

SUBHEADINGS

If needed break the article into sections with informative subheadings. Subheadings help readers scan the content quickly and locate specific information.

TRANSITION SENTENCES

Use transition sentences between paragraphs to ensure a smooth flow of information. Transitions guide the reader from one point to the next, maintaining coherence.

CONCLUSION/THE TAIL

Summarize the main points in a concise manner. If applicable, mention potential future developments or the impact of the news.

CONTACT INFORMATION

Include contact details for the author or news organization for readers who may seek additional information.

MULTIMEDIA ELEMENTS

If relevant, include images, videos, or infographics to enhance the visual appeal and provide additional context.

CITY OF 84

LEAD BACKGROUND MOST IMPORTANT FACTS

MULTIMEDIA ELEMENT/ FEATURED PHOTO

BRAND STANDARDS 85

HEADLINE LEAD/INTRO BODY QUOTE

INFORMATION

CONCLUSION CONTACT

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)

CITY OF 86

WEBSITE GUIDELINES

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.

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. All

BRAND STANDARDS 87

City

the following: 1. Page Layout 2. Page Title 3. Introductory Text 4. Photo

Webpages must include

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

CITY OF 88

WEB ACCESSIBILITY CHECKLIST

Links:

Make links clearly distinguishable

Page Structure and Titles: Use proper heading structure Graphics: Graphics should be high contrast

Images:

Label Graphics and Photos clearly (ALT Text)

BRAND STANDARDS 89

ADA COMPLIANCE - ISSUU

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Always include a link to the PDF along with the ISSUU document

CITY OF 90

OFFICE OF COMMUNICATIONS & CUSTOMER EXPERIENCE

Director of Communications

Pilar Schank

Corporate Communications Manager

Jamie Cooper

Corporate Content Coordinator

Alyssa Walker

Corporate Videographer

Josh Meister

Corporate Marketing & Graphic Design Coordinator

Jessica Enriquez

Operations Manager, Customer Relations

Melody Andersen

Customer Service Coordinator

Erin Seals