Brand Guidelines
BRAND MISSION: The City of Cheney Light Department is a municipal electric utility service serving approximately 5,600 customers in the Cheney community. As a proactive partner, the Energy Conservation Program (ECP) aims to increase community pride, make Cheney a more energy efficient place therefore a better place to live, and create more opportunities for new community collaborations with Cheney Public Works. 2
It pays to be green.
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BRAND VOICE: The brand voice is professional and reliable yet modern and approachable. This fresh and minimalistic approach caters to all audiences and harmonizes well with the sustainable efforts of the Energy Conservation Program. 4
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THE LOGO: The logo is a combination mark which includes an icon and text. The icon is an abstraction of a fluorescent light bulb. The icon is paired with a soft, round sans-serif display type to the right of it that harmonizes well with the icon. A versatile secondary typeface is shown in italic for ECP’s slogan; “It pays to be green”. 6
MAIN LOGO
It pays to be green.
SECONDARY LOGO
It pays to be green. 7
THE LOGO: Color Variations Color variations of the logo include a portion of the brand colors: green, white, black and the deep blue. The light blue and grey color variations are not approved color variations as the logo loses legibility. 8
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THE LOGO: DO NOTs Every element of the logo must be in the same color. Do not change a portion of the logo to a different color. The text portion of the logo may not stand by itself, it must always appear next to the icon. Do not rotate any part or all of the logo. 10
DO NOT CHANGE THE COLOR OF A PORTION OF THE LOGO.
DON’T LET THE LOGO APPEAR WITHOUT THE ICON
DON’T ROTATE ANY PART OF THE LOGO
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THE ICON: The icon is an abstraction of a fluorescent light bulb which signifies energy efficiency and pays homage to The City of Cheney Light Department. The icon is at an angle which creates a dynamic energy and symbolizes moving forward to a greener future. 12
ICON
VARIATIONS
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THE ICON: Color Variations Color variations of the icon include all the brand colors: green, white, black, blue and the light blue, as well as an additional grey color variation. 14
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THE FONTS: The display font Rubik is a sans serif font family with slightly rounded corners. The letters have a roundness that compliments the icon. The secondary font is a versatile sans serif font that both contrasts with and compliments the display type. With geometric forms and friendly, open curves, Roboto is a perfect body typeface. In the logo, this font is in italic, but will be used in regular elsewhere. 16
It pays to be green. DISPLAY FONT
Rubik Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 SECONDARY FONT
Roboto Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 BODY FONT
Roboto Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 17
THE COLORS: This cool-toned color palette is fit for the energy-saving nature of ECP. The light and dark blue tones symbolize hydropower, while the statement green color symbolizes sustainability and green energy. The reliable base colors of pure white and black are included. 18
FFFFFF
B5DCE3
46A74B
425CB3
000000
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THE PATTERNS: The two patterns are derived from the icon, the first taken from the top element of the icon arranged to imitate rain. The second pattern is taken from the bottom portion of the icon and assembled in a chevron-like shape. 20
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THE VISION: The primary logo may be used for signage, merchandise, etc. The icon can be used by itself or in conjunction with the text logo. The logo’s text must not be isolated, it must always appear with the icon to the left of the text. 22
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THE POSTER: The poster is an 11” x 14” document that can be posted anywhere to promote the program. The QR code goes to the Conservation Rebates page of the City of Cheney website. 24
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THE INSERT: The insert is a trifold document at letter size included in the envelope with customer’s energy bill to promote the program. 26
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THE STICKERS: The stickers are included in the same envelope as the customer’s energy bill and can be posted anywhere to promote the program. 28
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THE BOOKLET: The brand guidelines booklet helps future designers to maintain being on brand when creating designs. 30
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