City of Lakewood Logo & Graphic Standards • Spring 2017

City of Lakewood Logo & Graphic Identity Standards

Version 7. Spring 2017

Table of Contents Lakewood History

page 2

What Is an Identity?

page 3

Messaging & Identity • Tone of Voice • Attributes & Tone • Color Palette • Font

page 4

Logo Standards

page 8

Graphic Identity Boards

page 10

Police Department Identity

page 16

City of Lakewood Graphic Expression • Photos • Icons

page 18

Lakewood’s Story • Attributes • Amenities

page 24

Messaging & Identity by Department

page 26

Logo Standards Continued • Boards and Commissions • Vehicles • Authorized Logos

page 36

ADA Statement and Resources

page 37

Promotion Resources

page 38

Style and Grammar Guide

page 39

Appendix • Homestead Brand Guidelines • Fox Hollow Brand Guidelines

page 48

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Lakewood History Important Milestones 1969-2013 1. June 24, 1969 Incorporation election held 2. Aug. 26, 1969 Officer election held 3. Aug. 28, 1969 First municipal officers sworn in, incorporating “Jefferson City” 4. Nov. 4, 1969 Advisory vote on name of the city 5. Nov. 6, 1969 Name changed to City of Lakewood by resolution 6. December 1969 First Police Chief Ronald Lynch appointed 7. March 1, 1970 First City Manager Walter C. Kane hired 8. January 1978 City logo originally adopted 9. 1982 Design and construction of City Hall at 445 S. Allison Parkway 10. Nov. 1, 1983 Home Rule Charter approved by voters 11. 1999-2000 Design and construction of Lakewood Civic Center, 480 S. Allison Parkway 12. May 2004 Belmar opens to provide a downtown area for Lakewood 13. Aug. 24, 2009 City tree (Western Hackberry), flower (Mohave Sage) and song (“Lakewood, More Than a Mile High”) selected in celebration of Lakewood’s 40th anniversary 14. June 2011 Opening of St. Anthony Hospital 15. April 26, 2013 Light rail opens in Lakewood

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The name Lakewood originated long before the city existed, and it came from a subdivision that William Loveland, owner of the Rocky Mountain News, established in 1889 near West Colfax Avenue and Harlan Street. In the early years, residents in the area ranched, raised turkeys and operated dairies. In the 1940s, the federal government acquired the land now known as the Federal Center. In the decades that followed, agriculture gave way to neighborhoods, each establishing a strong sense of identity as residents built schools, laid pipeline and installed other improvements for themselves.

Several efforts to incorporate into a city occurred in the 1940s and 1950s, but they failed. In 1969, fears of annexation to Denver and a lack of law enforcement resources began to concern residents, now numbering 90,000. Boundaries for a new city were drawn on a basement pingpong table in the home of Jim Richey, chairman of the Citizens for Incorporation. In June 1969, those living in neighborhoods such as Alameda, Green Mountain, Bear Creek, Applewood and what was informally known as Lakewood voted by more than a two-to-one margin to create a city, one of the largest incorporations of its time. Richey became mayor, but the City Council had neither offices nor supplies.

The city’s name was soon changed to Lakewood after residents favored that name in an advisory vote to the City Council, which changed the name by resolution.

From the beginning, Lakewood’s growth was positive, progressive and visionary. The Police Department became one of the first ever to require its agents to have a college degree. In 1983, Lakewood residents approved a City Charter, which is essentially the City’s constitution.

Lakewood has become a city of 44-square miles with a population of more than 150,000, the third largest city in the Denver metro area. One-quarter of the land is dedicated to parks and open space, and the city has several major employment centers such as the Federal Center, Academy Park, Union Boulevard and the St. Anthony Medical Campus. Residents are also served by

What Is Identity? several special districts for water, sewer, fire and schools, all remnants from the early days when residents banded together to create services for themselves before the city existed.

An identity is the emotional and psychological relationship we have with our residents and customers across all services. Our identity is created from several areas including our promise to residents, reputation, experience, products and services, employees, values, advertising and messaging.

Background

Our identity is complex; however, within this guide we have developed key messaging and standards to help strengthen Lakewood’s overall identity.

Late in 2011, the City Manager’s Office launched a communications initiative to strengthen and clarify the graphic design and messaging for the City and individual departments. This process refined our values and how we view ourselves.

This collaborative effort involved a departmental survey, a series of work sessions and several iterations of strategic messaging documents. The identity (i.e., the “look and feel”) of the City was updated. That process also involved several rounds of work by a cross-departmental team.

This book was created to bring the messaging and identity components together. As the City evolves, so too will our messaging and identity, and this book is periodically updated.

Why Is Identity Important?

Fragmented, inconsistent messages and lack of design standards result in confusion for residents and customers. The result is many independent identities for our products and services, which is detrimental to our overall identity. Because we have many voices for the City, we need a cohesive visual identity and consistent messaging across all areas to bring these voices together to create a relationship with our residents and customers. A relationship is important because people are moved to take action based upon emotions.

Having a strong identity helps us establish a reputation, promotes customer loyalty for enterprise areas, makes it easier for us to adapt to the community needs and builds trust and support.

This book has three purposes: • Strengthen our existing messaging and identity.

• Present communication guidelines for all areas and services across different communication outlets.

• Provide direction on how to present the City in the future.

We encourage you to use this book in the following ways: • Learn key messages and identities that have been developed for the City of Lakewood and its departments.

• Understand how these messages and identities work together to present a cohesive and compelling “story.”

• Create consistent and effective communications.

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City of Lakewood M E S S AG I N G A N D I D E N T I T Y The Tag line

Tag line

The City tag line represents the inclusive nature of Lakewood and communicates vitality. It encompasses both the movement toward our future potential and the energy of the many opportunities currently available to residents. This one tag line is used to bring our divisions and departments together as a single identity. Other tag lines should not be created without approval by the City Manager’s Office.

Full of Possibilities

• ”Full of Possibilities” should never be a headline or a subhead.

• Character: Not a “cookie cutter” community

• The tag line should never appear without the City logo lockup unless it is part of body text.

Support • Beautiful: 25 percent of the City is open space and parks • Trendy: Belmar and Solterra • Diverse: People and places • Choice: High energy or quiet solitude • Creative: 40 West Arts District • Accessible: Light rail

• The tag line in body text can serve as a concluding thought to reinforce the essence of your message.

To avoid diluting its effect, do not be overly repetitive with the tag line and craft your copy so that “Full of Possibilities” appears at the end rather than embedding it in the middle.

• Location: Near Denver and the mountains

Tone of Voice

• Authentic

Lakewood’s tone of voice is friendly, knowledgeable and strives for understanding. It is straightforward, open, honest and invites the resident/customer to be a part of the conversation. Our style is free of jargon, acronyms and overly technical language.

We use everyday terms.

• Collaborative

Examples of our voice:

• Inclusive

• “Our Community” instead of “the Lakewood community.”

• Professional • Progressive

• “Residents” instead of “citizens.”

• Responsible

• “You can get involved” instead of “Lakewood is asking for volunteers.”

• Responsive

• “The council approved” instead of “The item was approved by council” (Use active voice.)

• Scenic

• “Visitors” rather than “park users.”

• “Many forms of transportation” instead of “multimodal.”

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• Inclusive: Residents participate and are heard

Attributes and Tone • Accommodating

• Dedicated • Diverse • Energetic • Friendly • Healthy

• Safe • Stable • Warm • Welcoming

Black C0 M0 Y0 K100 R0 G0 B0 #000000

Lakewood Blue C100 M44 Y0 K0 R0 G121 B193 #0079c1 PMS 300

White C0 M0 Y0 K0 R225 G225 B225 #FFFFFF

C70 M0 Y100 K50 R35 G91 B46 #235b2e

C60 M0 Y100 K40 R86 G124 B83 #567c53

C40 M0 Y80 K0 R136 G199 B85 #88c755

C100 M51 Y8 K36 R0 G62 B111 #003e6f

C100 M30 Y2 K24 R0 G88 B151 #005897

C100 M22 Y0 K1 R0 G137 B209 #0089d1

C97 M81 Y0 K51 R48 G50 B87 #303257

C69 M57 Y0 K36 R85 G80 B120 #555078

C51 M42 Y0 K27 R116 G112 B149 #747095

C0 M100 Y59 K35 R149 G27 B78 #951b4e

C0 M73 Y24 K29 R194 G105 B125 #c2697d

C30 M100 Y50 K30 R107 G20 B52 #6b1434

Color Palette The Lakewood blue is one of our greatest distinguishing features. It is an essential part of our identity and heritage. The additional colors play well with the Lakewood blue and represent real colors from nature. The color palette reaffirms our messaging by representing the professional, honest, open, caring and fun image.

Don’t try to match colors from this document, as specific renderings may not provide true color. Use the provided color model formulas.

Web Color The colors used on Lakewood.org are colors from the palette with one exception: The medium blue is #0e4e72.

Screened Color and Gradients C20 M80 Y74 K57 R104 G39 B19 #682713

C0 M69 Y100 K35 R157 G81 B47 #9d512f

C0 M55 Y80 K28 R199 G108 B38 #c76c26

C20 M70 Y100 K40 R121 G71 B36 #794724

C0 M39 Y91 K45 R167 G120 B78 #a7784e

C0 M27 Y54 K32 R182 G139 B105 #b68b69

C15 M19 Y91 K41 R113 G96 B42 #71602a

C0 M14 Y77 K46 R155 G136 B70 #9b8846

C0 M14 Y77 K46 70% opacity R181 G165 B116 # b5a574

C0 M60 Y100 K10 R189 G71 B43 #bd472b

C0 M40 Y100 K 0 R239 G131 B33 #ef8321

C0 M20 Y100 K0 R247 G173 B26 #f7ad1a

To create a dynamic and versatile palette, dark and light shades have been defined.

Any color in the palette may be screened, meaning used at an opacity percentage of its full value (no less than 15 percent opacity), but it is preferred that the specified dark and light shades are used. A gradient using these dark, medium and light shades are a common design element used in digital and print collateral (see graphic identity boards on pages 10-12).

NEUTRAL COLORS C4 M4 Y11 K7 R226 G222 B211 #e2ded3

C8 M3 Y3 K5 R225 G227 B237 #FFDB99

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City of Lakewood M E S S AG I N G A N D I D E N T I T Y The Font

Headline Font Options

MyriadPro is the official font for Lakewood. This font should be used in professional marketing and advertising design work. Font selection in letters, emails, reports, and general correspondence is unrestricted.

Myriad Pro Black

Utilize discretion when choosing fonts to be sure they work well for the intended audience.

Myriad Pro Semibold Italic

Myriad Pro Bold

Subhead Font Options Myriad Pro Semibold

Body Font Options Myriad Pro Regular

Web Font Because all fonts are not available on all computers, websites often use basic fonts that are more widely available. The Lakewood website uses Arial rather than Myriad Pro. If you do not have Myriad Pro available, Arial is the alternative.

Myriad Pro Light In order to help ensure readability, the minimum font size is 11 point.

Body Font Alternative Times New Roman For more extensive communications with lengthy text (10 or more pages), this serif font may be used for the body copy. Serif fonts can make reading text heavy items easier on the eyes.

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Sample of Myriad Pro options REGULAR abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ LIGHT abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ SEMIBOLD abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ BOLD abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ 7

City of Lakewood LO G O S TA N D A R D S The City Logo The City logo should have the word Lakewood to the right of the symbol as the preferred usage (fig. A). It should only have the word Lakewood under the symbol (fig. D) when space constraints make it necessary, such as on a hard hat (see graphic identity for examples).

• The preferred placement for the logo lockup is on the front of a publication or initial page of electronic communication.

Our logo symbolizes everything Lakewood is; it is our sole identity in a simple image. It is used as a reminder of our “brand.” Our logo is so important to our identity that we have regulated its use to make sure it is portrayed in the most positive light. There should be no deviation from the instructions given here.

The City logo icon is an italicized “L” shape, which flows into a configuration of a tree to visually signify Lakewood. The two elements combine to form a triangle, one of the strongest geometric shapes. This visual representation of Lakewood sits on a blue field related to the skies of Colorado.

The logo was originally introduced in January 1978 by City Administrator Ray S. Wells.

City Logo with Outside Logos The City logo may appear with other logos, such as event sponsors or project partners. The preferred placement is above other logos or as the first logo on the left. The logos should be of comparable visual impact/size. The City logo should never appear smaller than a sponsor logo.

See graphic identity for examples.

External Logo Use Use of the Lakewood logo by external sponsors, groups and organizations must be approved by the City Manager’s Office.

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• The tag line “Full of possibilities” should not generally be used for material from the Police Department.

Department Logos Offices and departments within the City are able to use their own logo, as outlined. The department name must flow exactly where the word “Colorado” would be in the primary City logo (fig. E). The length of the department name can flow past the width of the word “Lakewood” as it aligns flush left (fig. C).

Correct Lockup Usage Under the word Lakewood, any one and only one of the following can appear: • “Colorado” • “Full of Possibilities.”

• Specific department or division name

“Colorado” Use when material is developed for a national or outof-state audience and on letterset (letterhead, business cards and envelopes.)

“Full of Possibilities” (fig. B) Best choice on material for the following uses: a. b. c. d. e.

To attract businesses, sponsorship or recruitment.

To represent multiple departments.

To communicate generally with the Lakewood community.

Not for official notice/communication.

Not for general police material.

Department/Division Name (fig. C) Best choice on material for the following uses: a. To represent the department/division to the community. b. To serve as an official communication from the department/division.

Figure A

Lakewood Figure B

Logo Lockup

Figure C

The City of Lakewood logo is made up of separate elements: a graphic symbol, the word Lakewood and text sometimes under the word Lakewood.

Together these elements are known as the logo lockup. The elements are considered locked and may not be rearranged or changed unless it is specifically allowed in the logo standards.

Full of Possibilities.

Color, Size, Font and Readability Community Resources

Heritage, Culture & the Arts

The preferred color for the logo is Lakewood blue with the word “Lakewood” in black (fig. A). The logo and text color should be either black or Lakewood blue. When applicable, it may also be reversed out in white on a dark background. It is acceptable to use a single blue color (fig. E).

The font for “Lakewood” is Helvetica Bold and the word under it MUST be in Myriad Pro Light.

Recreation

Figure D (not preferred)

The smallest size for the logo is 1.25 inches wide for print and 112 pixels wide for electronic use (fig. F).

The logo should always appear with clear space around it (fig. G), which should never be smaller than the width of “x,” where “x” is equal to the distance between the icon and the word “Lakewood.”

Figure E

Triangle Design Element The triangle shape “L” flowing to a tree without the surrounding square should NEVER be used in place of a City logo. It may be used as a design element when the use is approved by the City Manager’s Office (fig H).

Figure F

Figure G

1.25” minimum

Figure H

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Graphic Identity Boards

Colorado

Kathleen E. Hodgson City Manager

480 South Allison Parkway Lakewood, Colorado 80226 303.987.7050 303.987.7063 FAX 303.987.7057 Business Card TDD

Lakewood

2016 • 2011

Colorado

City Manager

TDD

TDD • 2011 Lakewood.org One defining characteristic is the2016upward graduated ramp used to visually portray the rising possibilities of the City. This upward sweeping design reinforces and supports Colorado the tag line message of “Full of Possibilities.”

Timothy P. Cox

Identity Implementation

Lakewood

kathodLakewood.org Lakewood.org

2016 • 2011

Colorado

Email Signature

303.987.7052 303.987.7063 303.987.7057

City Attorney

480 South Allison Parkway Lakewood, Colorado 80226 FAX

City Manager

Kit Lammers

480 South Allison Parkway COMMUNICATION MANAGER Lakewood, Colorado 80226 CITY OF LAKEWOOD, COLORADO

Lakewood

303.987.7050 303.987.7063 FAX kathodLakewood.org 303.987.7129 TDD PARKWAY 303.987.7057 Lakewood.org 480 S. ALLISON Lakewood.org Facebook | Twitter | YouTube

480 South Allison Parkway Lakewood, 80226 This Colorado new graphic

2016 • 2011

When a business case supports the need for Kathleen E. Hodgson separate identity that deviates from these City a Manager guidelines, the project leader should propose the 480 South Allison Parkway Lakewood needColorado to the City Manager’s Office.

Consideration Lakewood, 80226 303.987.7050 will be given for this if messaging and campaigns 303.987.7063 FAX kathodLakewood.org may fall short of goals using the 2016 graphic identity TDD 303.987.7057 • 2011 Lakewood.org defined in this guide. Allowing a separate identity fills a specific need of building a brand that resonates with a target audience.

Colorado

Colorado

Kathleen E. Hodgson

Kathleen E. Hodgson

City Email ManagerSignatures

City Manager

480 South Allison Parkway Lakewood, Colorado 80226

Lakewood FAX TDD

Lakewood

kathodLakewood.org Lakewood.org

2016 • 2011

2016 • 2011

Email signatures should be formatted using the Lakewood be added left. Hyperlinks should to Lakewood.org and social media. The Lakewood 303.987.7050 303.987.7063 FAX logo shouldkathodLakewood.org be sized at 150 x 48 2016 pixels, and the All• 2011 303.987.7057 TDD Lakewood.org America City logo should appear underneath, sized at 80 x 107 pixels. Custom department logos can be used for the Lakewood logo.

480 South Allison Parkway example to the Lakewood, Colorado 80226

Colorado

Colorado

Kathleen E. Hodgson

Kathleen E. Hodgson

10 City Manager

480 South Allison Parkway Lakewood, Colorado 80226 303.987.7050

Lakewood

identity will be implemented 303.987.7451 through all City material published to the public 303.987.7063 FAX timcox@Lakewood.org 2016 • 2011 TDD 303.987.7057 and used internally as items are updated with Lakewood.org new information or reprinted as supplies of older material run out.

Colorado

Kathleen E. Hodgson

303.987.7050 303.987.7063 303.987.7057

Lakewood

Lakewood, Colorado 80226

RampFAXDesign Element nannee@lakewood.org

kathodLakewood.org Lakewood.org

Kathleen E. Hodgson

303.987.7050 303.987.7063 303.987.7057

To strengthen the City of Lakewood’s identity, all brochures, fliers, ads, email signatures, web pages, business cards, signs and vehicles will follow the logo standards and shouldColorado fit in to the family of Nanette Neelan designs shown on the graphic identity boards. The Deputy City Manager identity boards will be updated as more pieces are 480 South Allisonto Parkway created show additional examples.

City Manager Lakewood

480 South Allison Parkway Lakewood, Colorado 80226 303.987.7050

Lakewood

Colorado

Colorado

Kathleen E. Hodgson

Nanette Neelan

City Manager

Deputy City Manager

480 South Allison Parkway Lakewood, Colorado 80226 303.987.7050 303.987.7063 303.987.7057

FAX TDD

Lakewood

kathodLakewood.org Lakewood.org

2016 • 2011

480 South Allison Parkway Lakewood, Colorado 80226 303.987.7052 303.987.7063 303.987.7057

FAX TDD

Lakewood

nannee@lakewood.org Lakewood.org

Colorado

Colorado

Kathleen E. Hodgson

Timothy P. Cox

City Manager

City Attorney

480 South Allison Parkway Lakewood, Colorado 80226 303.987.7050 303.987.7063 303.987.7057

FAX TDD

Lakewood

kathodLakewood.org Lakewood.org

2016 • 2011

480 South Allison Parkway Lakewood, Colorado 80226 303.987.7451 303.987.7063 303.987.7057

FAX TDD

Lakewood

timcox@Lakewood.org Lakewood.org

Colorado

Kathleen E. Hodgson

City Manager

City Manager

480 South Allison Parkway Lakewood, Colorado 80226 FAX TDD

Lakewood

kathodLakewood.org Lakewood.org

2016 • 2011

480 South Allison Parkway Lakewood, Colorado 80226 303.987.7050 303.987.7063 303.987.7057

Lakewood

Kathleen E. Hodgson City Manager

FAX TDD

kathodLakewood.org Lakewood.org

Colorado

Kathleen E. Hodgson

City Manager

City Manager

480 South Allison Parkway Lakewood, Colorado 80226 303.987.7050 303.987.7063 303.987.7057

FAX TDD

Lakewood

kathodLakewood.org Lakewood.org

2016 • 2011

480 South Allison Parkway Lakewood, Colorado 80226 303.987.7050 303.987.7063 303.987.7057

FAX TDD

FAX TDD

kathodLakewood.org Lakewood.org

2016 • 2011

Colorado

Kathleen E. Hodgson

City Manager

303.987.7050 303.987.7063 303.987.7057

Lakewood

kathodLakewood.org Lakewood.org

Colorado

Kathleen E. Hodgson 480 South Allison Parkway Lakewood, Colorado 80226

2016 • 2011

Colorado

Kathleen E. Hodgson

Nanette Neelan April 11, 2016

2016 • 2011

Colorado

Kathleen E. Hodgson

303.987.7050 303.987.7063 303.987.7057

2016 • 2011

City Manager Lakewood

2016 • 2011

480 South Allison Parkway Lakewood, Colorado 80226 303.987.7050 303.987.7063 303.987.7057

FAX TDD

kathodLakewood.org Lakewood.org

Lakewood

2016 • 2011

April 11, 2016

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APRIL 2016

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Professional Communications GRAPHIC IDENTITY EXAMPLES

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Lakewood Cultural Center Event Poster

Heritage, Culture & The Arts Rack Brochures

Community Resources Brochure

Recreatio & Regional Parks Rack Brochures Regional Parks (etc) Electronic Communication

Fox Hollow Golf Course Print Ad Classes or Community Services Rack Brochures

Class or Event Fliers

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Community Interaction GRAPHIC IDENTITY EXAMPLES

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City of Lakewood P O L I C E D E PA R T M E N T I D E N T I T Y Economic Development & Planning We support a safe community in partnership with

GRAPHIC IDENTITY EXAMPLES

others; we improve the quality of life.

Support

Police Department

• Committed to public safety • Responds quickly • Develops meaningful partnerships • Provides fair and compassionate service

Police Department Logo The logo consists of the Lakewood Police badge and the word “Lakewood” set in Helvetica Bold, following the format of the Lakewood City lockup (logo and text.) A tag line should NOT be used in the Police logo.

The Police logo should appear on letterhead, envelopes, vehicles, advertisements, signs and other promotional pieces (see graphic identity boards).

When used on the letterset (letterhead and envelopes), the word “Colorado” should be set in Myriad Pro Light.

It should follow the same format of the Lakewood City logo lockup. This logo version connects the Police Department letterset to the City letterset and emphasizes that the Police Department is located in Lakewood, Colorado.

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Attributes and Tone • Competent • Ethical

Division and Section Logos Divisions and sections are able to add their specific area (Crime Lab, Patrol, etc.) under the word Lakewood using the Myriad Pro font. The length of the name can flow past the width of the word “Lakewood” as it aligns flush left.

Color Palette The color palette expresses the specific Lakewood Police Department brand. The main colors of navy and gold should appear at 100 percent opacity. Secondary colors are the same navy and gold at 70 percent opacity.

These colors can be screened (not to appear less than 15 percent opacity) to create dynamic design elements and gradients; please see graphic identity boards for examples. While these two colors help to identify the Police Department, any colors from the Lakewood color palette can be used by the Police Department.

Navy C100 M35 Y0 K49 R0 G73 B120 #004978

70% opacity

Gold C0 M14 Y77 K46 R155 G136 B70 #9b8846

70% opacity

Flier

Recruitment Website Recruitment Brochure

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City of Lakewood BRAND EXPRESSION Police Department GRAPHIC IDENTITY EXAMPLES

Our Imagery

Photos Should Express the Following

The images we use are expressive. They feature real landscapes and people in real situations. The pictures have an emphasis on community while enabling the viewers to imagine themselves taking part in the actives or interactions. Pictures should always evoke a professional, positive emotion about Lakewood.

• Accommodating

Use of stock images that reflect our attributes and tone is allowed; however, use of our own photographs is preferred.

• Healthy

Images should always be adjusted proportionally, never stretched or squeezed in only one direction in order to fit into a space.

• Progressive

• Authentic • Committed • Diverse • Energetic • Friendly • Inclusive • Professional • Safe • Scenic • Stable • Warm • Welcoming

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City of Lakewood I CO N S

In both print and electronic communications, icons are used as a shorthand expression of a common concept, such as a leaf to indicate sustainability.

The City currently has a set of icons; in order to maintain consistency, only icons from the approved set should be used. Custom icons also can be created to match the existing set. Please contact a graphic designer to assist you.

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Icons Lakewood’s icons are simple, one dimensional, one or two colors and easily understood. Icons should not be overcomplicated; too much design can result in lower recognition. The perspective should be straight on.

Additional text should never appear inside the icon.

Social Media Icons

Social Media Icons When promoting social media sites, only the icons shown here should be used.

/LakewoodGov

@LakewoodColo

When determining the size of the icon, keep in mind that the social media icon should have less visual impact than the City logo. The social media information should also have less visual impact than the main message of the piece (e.g., the program name, title or headline).

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Lakewood’s story Ideally located at the foothills of the Rocky Mountains and only minutes from important commercial and financial centers for the West, Lakewood is full of possibilities for businesses, residents and visitors. We serve as the gateway to all the outdoor adventures that the Rocky Mountains offer, and we are only 10 minutes from the heart of the Denver-Boulder metropolitan area.

Serving more than 150,000 residents living in 44 square miles, Lakewood is known for its innovative approaches, community collaboration, strong financial foundation and healthy local economy. We are committed to building an inclusive community that provides opportunity and resources to all segments of our community, and we are progressive and original while respecting community traditions and values.

The city has its roots in distinct and diverse neighborhoods with strong identities that drew together to form Lakewood in 1969. Today, much of the city’s charm derives from neighborhoods as varied as horse properties, live/work units for artists, urban-style lofts and apartments, executive and traditional homes. Lakewood has dedicated one-quarter of the land in the city to parks and open space, offering more than 7,100 acres for hiking, bicycling, camping, golfing, horseback riding, fishing, sunbathing on the beach or just plain enjoying the numerous days of sunshine each year. We have one of the most highly educated workforces in the country, and our children receive their education from a top-notch school district while several colleges call Lakewood home.

Our downtown is home to the Belmar district, nationally known for recreating a dying, outdated mall into a place with homes, shops, restaurants, offices and a public plaza for concerts, festivals and winter ice skating. It’s truly a place for the community to come together in the heart of the city. Belmar has created a rich depth to the housing, shopping and entertainment options in Lakewood,

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which include the Colorado Mills shopping area and hundreds of locally owned businesses lining our major corridors.

Lakewood provides a comprehensive array of services including public safety; older adult programs; street maintenance and paving; art classes and exhibits, sports leagues, recreation centers, heritage festivals, performing arts and concerts; early childhood education; economic development and business assistance; planning and a sustainable neighborhood program; traffic management and more.

We have a council/manager form of government with the City Council setting policies and making the laws while the city manager carries out those polices, enforces the laws and provides supervision of the day-to-day operations. City Council consists of 11 members who include the mayor, elected at-large by all the voters in the city. The city has five council wards that represent about the same number of residents, and two council members are elected by voters in each ward.

Global and national companies have their headquarters in Lakewood, and we have several highly developed employment centers including the Federal Center, which is the largest concentration of federal agencies outside Washington, D.C. We have a robust array of small businesses with 87 percent of the companies in Lakewood employing fewer than 20 employees. Lakewood is part of a countywide hub for new energy companies and high-tech startups along with a nationally recognized St. Anthony Medical Campus. We have easy access to several interstate highways that head in all directions and connect to Denver International Airport, and we are linked to the rest of the metro area through the light rail network by the W line.

Lakewood story in brief

Amenities:

Lakewood is full of possibilities for businesses, residents and visitors with innovative approaches, community collaboration, a strong financial foundation and healthy local economy. The city serves as a gateway to outdoor adventures while also providing a 10-minute commute to the heart of the metropolitan area. Much of Lakewood’s charm derives from neighborhoods as varied as horse properties, live/work units for artists, urban-style lofts and traditional homes. Lakewood has dedicated one-quarter of the land in the city to parks and open space, providing for a healthy, active lifestyle. The city also provides a comprehensive array of services, and we are home to global and national companies while also having a robust array of small businesses.

We’re an All-America City connected to the metro area with the latest technology and multiple transportation options.

• Home to two art districts: Block 7 in Belmar and the 40 West Arts District — a Colorado Certified Creative District — along the West Colfax Avenue corridor • More than 25 percent of the City area is parks and open space, at more than 7,100 acres.

• More than 100 miles of trails and more than 100 parks • The Lakewood Heritage Center showcases the community’s history as far back as its agricultural and pioneer roots • William Hayden Park, a regional park with more than 2,400 acres that Sunset magazine named as the best place to watch a sunset and 5280 magazine picked as the Top of the Town place for a sunrise hike • Bear Creek Lake Park, home to a swim beach, campground, archery range, dozens of trails and opportunities for boating, fishing and learning about nature and wildlife • Two award-winning golf courses, Fox Hollow and Homestead • More than 150 of miles of identified bikeways along Lakewood streets, along with a communitywide bicycle master plan • Strong employment corridors and office parks including Union Boulevard, Denver West and Academy Park • Award-winning Sustainable Neighborhoods Pro- gram, serving as a model for Denver and other communities • Numerous community gardens with several in partnerships with elementary schools • Mountair Park Community Farm providing access to locally grown produce, a partnership through Sprout City Farms • Strong entrepreneurial spirit with 87 percent of businesses in the city having fewer than 20 employees

Attributes: • Lakewood covers just over 44 square miles, at the base of the Rocky Mountain foothills • Fifth-largest city in Colorado with more than 150,000 residents • A winner in 2011 and 2016 of the All-America City Award, a prestigious national honor given to only 10 cities each year by the National Civic League • Awarded the National Civic League’s first-ever Diversity Award in 2011 for extraordinary and innovative success in advancing diversity and inclusiveness in the community • Winner of a 2011 Gold Medal Award for excellence in park and recreation management from the National Recreation and Park Association • Named the Best Place to Work in 2010 in the category of the largest employers in the metro area by the Denver Business Journal • Designated a Bicycle Friendly Community by the League of American Cyclists • Finalist for the Live Work Play People’s Choice Award, from the Denver Regional Council of Governments: - 2011 for Downtown Lakewood/Belmar - 2013 for the 40 West Arts District

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City Attorney’s Office Messaging for departments

We protect the ethical and professional reputation of the City.

The statements for each area articulate the commitment to deliver services to our residents.

These are internal statements, not tag lines. The following messaging is included to help support staff when creating communications for the City.

The supporting bullet points, attributes and tone are concepts to use and keep in mind while crafting communications for these areas.

Support • Knowledgeable staff • Provides professional service • Patient, helpful and caring • Effectively manages the caseload • Determines which offenses to pursue or dismiss • Offers a different perspective on political issues

Attributes and Tone • Confidential • Experienced • Intelligent • Reliable

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City Clerk’s Office

City Manager’s Office

We provide guidance to individuals with clarity

We portray the professionalism and

and care.

capabilities of the City.

Support

Support

• Teamwork

• Professional staff

• Provides information in a friendly manner

• Acts as a single point of contact

• Offers a wide range of services

• Networks with business owners and

• Listens • Responds quickly

residents • Great customer service • Solution oriented

Attributes and Tone

• Collaborates with other departments

• Above and beyond • Courteous

Attributes and Tone • Creative • Conscientious • Diplomatic • Problem-solvers

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Community Resources Department We connect communities and enrich lives.

Support • Provides arts, parks, recreation and community services • Offers activities for social, mental and physical wellness • Provides resources to the community • Serves all ages • Responds to needs • Rises to the occasion

Attributes and Tone • Agile • Engaged • Creative • Resourceful

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Community Resources Department

Community Resources Department

Clements Community Center

Fox Hollow Golf Course

We offer an attractive, healthy and enjoyable

At Fox Hollow you will discover one of Colorado’s

community designed specifically for adults age 55

finest golf courses in a setting that offers wildlife,

and better.

sparkling streams and unforgettable Rocky

Support

Mountain vistas.

• A friendly, spacious and comfortable facility

Support

• Offers classes and activities specifically designed

• Consistently ranks as one of Colorado’s finest

for older adults • A “community within a community” • Offers a continuum of wellness and a network for older adults • Offers a wide variety of activities that emphasize social, mental and physical wellness • Provides a variety of resources and referral information to participants

courses • Three distinctly different nines: The Canyon, The Meadow, The Links • Five sets of tees accommodate every ability level • One of the first U.S. courses designed as completely accessible to golfers with disabilities • Voted most female- and family-friendly course

Attributes and Tone

Attributes and Tone

• Quiet

• Friendly

• Friendly

• Inviting

• Responsive

• Vibrant • Respectful

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Community Resources Department

The Homestead Golf Course Homestead offers the ultimate executive golf experience: an incredibly challenging and wellmaintained course combined with spectacular Colorado open space and Rocky Mountain vistas.

Support • Rated one of the top 10 short courses in America • Two different types of terrain: the Mountain Nine plays in the bowl of Mount Carbon; the Prairie Nine offers gentle rolling hills • Mastering this course requires the use of every club • Once part of Fehringer Ranch, designed to resemble a working cattle ranch • A Certified Audubon Cooperative Sanctuary

Attributes and Tone • Traditional • Challenging

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Community Resources Department

Community Resources Department

Lakewood Cultural Center

Lakewood Heritage Center

We bring people together to enrich their lives

Lakewood Heritage Center is a place for people of all

through the arts.

generations to gather and celebrate the history and

Support • Allows people to share cultural experiences and to connect with others • Contributes to an engaged and vibrant community

heritage of Lakewood.

Support • Only Colorado outdoor museum focused exclusively on the 20th century

• Creates a positive reputation for the City

• Educates visitors about 20th century Lakewood

• A busy, vibrant and successful performing and

• Provides opportunities for cross-generational

visual arts and event center • A technically advanced 316-seat theater with a large stage for live performances • Available year-round for public and private meetings and events

Attributes and Tone

dialogue • Inspires through innovation and authentic experiences • Presents history through a variety of structures, galleries, programs and experiences • Offers events throughout the year

• Entertaining

Attributes and Tone

• Enriching

• Authentic

• Inspiring

• Enriching

• Enjoyable

• Educational • Trustworthy

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Community Resources Department Recreation Division We inspire people to make good health a part of their lives.

Support • Dynamic and always changing, making the status quo unacceptable • Goals address childhood obesity, health care costs, disease prevention, socialization and independence of older adults, inclusion of disabled individuals and those with economic challenges • Offers a blend of traditional and popular offerings • The four recreation centers serving as the “hub”: Charles Whitlock, Green Mountain, Lakewood Link and Carmody • Offers different amenities and a different user experience at each recreation center • Well-trained staff

Attributes and Tone • Dynamic • Skilled • Inspiring • Accommodating

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Employee Relations Department

Finance Department

We build strong, healthy communities within

We take care of the people’s business.

the City that foster strong, healthy personal communities at home.

Support • Acts responsibly, intelligently and thoughtfully

Support

• Professional staff

• Hires and retains the best employees

• Detail oriented

• Champions professional and personal growth

• Meets every deadline

• Promotes work/life balance throughout the organization

Attributes and Tone

• Provides excellent customer service

• Professional

• Proficient and fair administration of claims

• Stable

Attributes and Tone • Respectful • Advocate • Advancing change • Compassionate

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Information Technology Department

Municipal Court

We provide employees the tools they need to do

We treat all individuals with dignity and respect.

business.

Support

Support

• Talented team members

• Handles information and communications systems

• Great attitude

• Quickly adapts to changing needs and requests

• Manages a large caseload with few errors

• Delivers great service and new methods

• Delivers excellent service

• Provides 24-hour support

Attributes and Tone

Attributes and Tone

• Compassionate

• Careful

• Fair

• Diligent • Helpful • Skilled

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Planning Department

Public Works Department

Through collaboration, we bring the community’s

We ensure that the City’s infrastructure is safe and

vision to life.

well-maintained.

Support

Support

• Talented staff

• A talented team

• Facilitates development

• Has the freedom to explore

• Provides comprehensive planning and community

• Delivers great customer service

visioning

• Offers deep field knowledge

• Engages the public; responds to customer needs

• Provides timely responses

Attributes and Tone

Attributes and Tone

• Cautious

• Adaptive

• Creative

• Durable

• Engaged

• Thoughtful

• Knowledgeable

• Reliable

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City of Lakewood Logo Standards continued Logos for City Boards and Commissions Boards and commissions are created through City Council action, and their members, appointed by City Council, are answerable to the council for their official actions. These units of City government contribute to the overall identity of the City of Lakewood, and they should use the City’s identifying logo, which has successfully identified “Lakewood” to its residents, visitors and others for the past quarter century.

Figure A

Advisory Commission for an Inclusive Community

Figure B

• Full name of board or commission should be below “Lakewood Colorado” and flush left with “Lakewood Colorado,” using two lines if necessary (fig. A).

• Name of board or commission should be in smaller font size than “Lakewood.”

Lakewood Vehicles In order to achieve the highest degree of clarity, the Lakewood logo on vehicles should be large enough to view from a distance, and the department name should be the same size as the word “Lakewood” and flush left (fig. B).

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Other Authorized Logos The logos and graphics that appear on this page have been authorized by the City Manager’s Office to be used by departments and facilities throughout the City. The use of logos or graphics used to represent a department or facility without prior authorization is strongly discouraged. Any new logo designed for a division, event or facility must be approved by the City Manager’s Office.

Lakewood

2016 • 2011

ADA Statement and Resources In order to ensure compliance with the Americans with Disabilities Act, the following statement must be printed on all press releases, notices, newsletters, activity guides, service directories, forms, bills, applications, brochures, handouts, reports, legal items and other materials intended for public distribution: “Alternative formats of this document are available on request at 303-987-7706.”

Posters and fliers conveying information that is also available through accessible means (website, Channel 8, social media) and that only serve as an additional means of communication with the public need not contain this statement. If you have any doubt regarding whether this statement should be included on the communication, please contact the City’s ADA coordinator in Employee Relations.

S TE E WA

NT VE

ZERO

Alternative formats include, but are not limited to, braille, large print, digital files and audio recordings. If anyone requests any type of alternative format, please have the person call Employee Relations.

OFFICIAL

NOTICE FROM THE CITY OF LAKEWOOD

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Promotion Resources This graphic identity book has been developed to unify the look of publications, brochures, electronic communications and the numerous kinds of documents the City produces. The staff members involved with communications are available to help create the best looking material for your department’s, division’s or team’s needs, and the role of these staff members is to promote your department’s, division’s or team’s events, programs and services. Please call upon these communication staff members for help. The easiest way to reach the communication staff members is to use the following email: PIO@Lakewood.org.

The City has a broad range of communication tools for promoting, educating and providing information to the public: •

•

•

•

•

Friday Report – weekly electronic newsletters sent to residents, the City Council and the media.

Lakewood8 Bulletin Board and “City Scene” covering City news and events.

Looking@Lakewood – the printed newsletter mailed six times a year to all residential and business addresses in the city, providing the only tool that reaches the entire city.

Lakewood.org – the website has a variety of ways to promote and provide information ranging from FYI stories to news items to rotating promotional items. If you want your item promoted on the front or home page of the website, please specifically mention that.

Business News – a weekly electronic newsletter sent to the business community.

• Press releases – designed to prompt the media to cover the event or item.

• Social media – The communication staff can help disseminate your information through social media.

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•

•

Additional electronic newsletters – The City has several department or service-specific newsletters, and the communication staff can help disseminate your information through these e-newsletters.

Nextdoor.com – Neighborhood social network where the City can post material

Outreach Assistance For help with creating a strategic campaign to communicate or inform the public about a service, ongoing events or other items that are more involved than a simple flier, contact Stacie Oulton, public information officer for publications, promotions and media relations, at x7058.

For strategic campaigns for services and information specific to the Community Resources Department, contact Allison Scheck, marketing and community relations manager for Community Resources, at x7872.

Review of all Material Any material to be published, distributed or provided to the public that seeks to inform, advertise or market the City’s programs and policies must be reviewed by the City Manager’s Office (CMO). If the material remains unchanged from when it was last reviewed by the CMO, then review is not required again by CMO. For the procedure, call Stacie Oulton, x7058, or view the guidelines on the Communication page on Inside Lakewood, under services.

City of Lakewood Style and Grammar Guide For purposes of consistency, clarity and correctness, all materials intended for general distribution to the public from the City of Lakewood should follow certain guidelines. The City Manager’s Office has developed this “quick-reference” guide to help staff members who are writing items for the public and to answer some of the frequently asked questions about style and grammar.

Please refer to the Lakewood Logo and Graphic Identity Standards to know how to use the City’s logo.

These guidelines cover the issues that come up most often during the City Manager’s Office review of material that is drafted for publishing to the public.

The City Manager’s Office must review all materials before they are printed or distributed electronically to the public to ensure not only that these guidelines are met, but also that spelling, punctuation and grammar are correct. CMO review is not required for legal and technical documents or business letters even though those documents can be provided to the public.

The City Manager’s Office uses the Associated Press Stylebook for the City’s style guidelines.

In cases where the AP Stylebook provides no guidance on an issue, other stylebooks have been consulted for guidance. Additionally, this guide provides alternative styles and also makes note of a specialized business style (generally listed under bullets labeled “note”). These other styles are not the preferred style, but they can be considered.

If you have any questions, please contact Stacie Oulton, public information officer for publications, at ext. 7058 or staoul@lakewood.org.

• Abbreviations and acronyms: Do not use abbreviations and acronyms that readers would not quickly recognize. If an abbreviation or acronym is required, give the spelled out version of the abbreviation or acronym on first reference.

On the second reference, use one word from the abbreviation or acronym to refer to the abbreviation or acronym. For example: “The Advisory Commission for an Inclusive Community has developed a recommendation on recreational vehicles. The commission will forward those recommendations to City Council.” This is the preferred style in AP and standard English usage.

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FOR THE WEB: In general, acronyms should not be necessary in the short, brief writing used on web pages. Spell out the full reference once on the page.

In cases where acronyms are necessary, the rules here apply.

An alternative style allows the following: “The Advisory Commission for an Inclusive Community (ACIC) has developed recommendations on recreational vehicles. The ACIC will forward those recommendations to City Council.”

• Note: Capitalizing the one-word title for an organization on second reference is not necessary.

In an exception to standard written English usage and AP Style, a different business style has developed that capitalizes the one-word name for an organization on a second reference: “The Advisory Commission for an Inclusive Community has made recommendations. The Commission will forward those recommendations to City Council.”

But this is not the preferred style. For further explanation, please refer to the “City or city” entry.

• Abbreviation and acronyms are not the same.

An acronym is a word formed with the first letter or letters of a series of words. Omit periods in acronyms unless the result would spell an unrelated word. Use all capitals and no periods when the individual letters are pronounced.

• Abbreviations of days and months: Do not abbreviate days of the week or months when they stand alone without a date.

Abbreviations of days of the week are allowed when the printing space is tight, and the preferred format uses periods with the following abbreviations: Sun., Mon., Tue., Wed., Thurs., Fri., Sat., and Sun. In tabular or chart form ONLY, the following abbreviations are allowed without periods: Sun, Mon, Tue, Wed, Thu, Fri, Sat, and Sun. Abbreviate only Jan., Feb., Aug., Sept., Oct., Nov., and Dec. with periods when used with specific dates.

Always spell out March, April, May, June and July even when used with dates. In tabular or chart form or space-constrained printed material, the following abbreviations are permitted without periods: Jan, Feb, Mar, Apr, May, Jun, Jul, Aug, Sep, Oct, Nov, and Dec.

• Affect, effect: Affect is best used only as a verb to mean “to influence.” “The public comment affected how the City Council voted.” Effect is best used only as a noun to mean “result.” “The effect of the City Council’s vote was to prohibit recreational vehicle parking.” While “affect” can be used as a noun, and “effect” can be a verb, it is best to avoid these uses because they either create an awkward or stilted construction or describe a very narrow behavior in psychology.

• All-America City: In 2011 and 2016, Lakewood was named an All-America City by the National Civic League. Be sure to use the title correctly as All-America, with the hyphen and not All-American, which is incorrect.

• Alternate, alternative: Alternate means (1) happening in turns, or (2) serving in place of another. Alternative means (1) providing a choice between two or more things, or (2) existing outside the mainstream. Alternate also works as a verb meaning to take turns. Alternative has no verb sense.

Examples: “There are 12 alternate jurors.” “A tractortrailer jackknifed, dumping a load of cans on Sixth Avenue. Use an alternative route.”

• a.m. and p.m.: The preferred style is to use lowercase letters with periods because these are abbreviations. Also, put a space between the number and the abbreviation: 8 a.m. Zeros are not needed to denote the minutes, particularly when space is tight. In tables or charts, it is acceptable to eliminate the periods in the abbreviations to save space, and it is permissible in advertisements or other printed material where space is constrained, but this is not the preferred style.

• Use American, not British spellings: • Canceled, not cancelled(cancel, canceled, canceling, cancellation) • Traveled, not travelled • Toward, not towards • Theater, not theatre

• And/or: A device that damages a sentence and often leads to confusion or ambiguity, so avoid using it.

• Anticipate versus expect: Anticipate means to prepare for something, but expect does not include the notion of preparation. Use expect in the sense of simple expectation: “They expect a record crowd.

They have anticipated it by adding more seats to the auditorium,” or “The road is expected to be completed in July, and the City is anticipating it by placing electronic message boards to alert motorists to the changes.”

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• Biannual, biennial, semiannual: It’s best to avoid the use of these and state specifically what the time frame is. Biannual and semiannual mean something occurs TWICE a year. Biennial means something occurs every TWO years.

• But and however: “But” is a coordinating conjunction that joins two independent clauses – or essentially two sentences. (I love hiking, but I hate grammar.) Similar to the coordinating conjunction of “and,” “but” is used with a comma immediately before it and can start a sentence. “But” also can link words or phrases of equal rank and implies a contrast. In this use, a comma is not required. (I loved the fish but not the salad.)

“However” is a conjunctive adverb that can join two independent clauses, but the punctuation required in this use is a semicolon before and a comma afterward. (“The audience was restless; however, the meeting went well.”) It also can function as a transitional word in a sentence, and in this use, commas are needed on both sides of “however.” (“The commission, however, didn’t support the recommendation.”)

Avoid starting a sentence with “however” when you mean “nevertheless.” The correct use of “however” at the start of a sentence calls for using it only in the following sense: “However it turns out, I’ll be happy.”

• Capitalization: In general, avoid unnecessary capitals. Capitalize proper nouns that constitute a unique identification for a specific person, place or thing. Capitalize formal titles ONLY when used immediately before a name, but lowercase formal titles when they follow a name, when used alone or in constructions that set them off from a name by commas. “The decision was left to City Manager Kathy Hodgson.” “The city manager is responsible for the daily operation of the City.” “Kathy Hodgson, Lakewood’s city manager, was named to the national board.”

Over capitalization will not make your copy sound more “official” or “important.”

Use lowercase at all times for terms that are job descriptions rather than formal titles. “I love actor Anthony Hopkins.”

Capitalize “City Council” when part of a proper noun: Lakewood City Council. Retain the capitalization if the context for the reference makes it clear that it’s the Lakewood City Council. “In Lakewood, the City Council consists of 11 members.”

Do not capitalize “federal” unless it is part of a formal

name of a company or agency: Federal Express, the Federal Trade Commission. Always lowercase when used as an adjective to distinguish something from state, county or city entities: a federal grant, the federal government, etc.

Always lowercase “state of” constructions: the state of Colorado. Do not capitalize “state” when used simply as an adjective: state funds, state Department of Transportation.

Lowercase “century” unless used in the proper name: “Lakewood’s Heritage Center covers 20th century history.” “Lakewood Heritage Center, a 20th Century Museum is home to the Radius Gallery.” “The 20th Century Emporium gift shop has many retro-style items for sale.”

Capitalize Police Department with or without the use of Lakewood when the use is clearly referring to the Lakewood Police Department. Capitalize the full names of the other City departments.

Lowercase the seasons: spring, summer, fall, winter unless part of a formal name.

• Chairman, chairwoman, chair: AP Style prefers “chairman” or “chairwoman” when the gender of the presiding officer is known. In generic use, DO NOT use “chairman.” In AP and other stylebooks, “chair” is widely regarded as the best gender-neutral choice and has been recognized as a reference to an office of authority.

• Christmas: It is important to avoid the appearance that the city government is endorsing or promoting one religion over another or that the separation of church and state has been violated when publishing items on behalf of the City. As a result, it’s best to refer to holiday events put on by the City as a holiday activity rather than a Christmas event. But “Christmas” can be used when it refers to the secular aspects of the holiday such as the Christmas tree, decorating, gift giving and family celebrations or when used in names such as Christmas Cheer for Children (the annual charitable campaign conducted by the Police Department) because it is the name of a specific event involving the secular gift-giving component of the holiday. It isn’t possible to address each use of “Christmas” in this guide, so please consult with the communications staff in the City Manager’s Office if you have questions.

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• City or city: The City has adopted an alternative style that does not follow AP Style or standard written English usage. It calls for capitalizing “City” when referring to the government organization of departments and divisions that plows streets, maintains parks, provides services, conducts city council meetings, etc. On first reference, “the City of Lakewood” is used and the “City” in subsequent references. If you are referring to the collection of people, houses, streets and businesses or the geographic area or the community, it is “the city of Lakewood” or “the city.” This style contradicts standard written English usage and AP Style, which call for capitalizing “city” only when part of the proper name such as Kansas City or New York City, and lowercasing “city” in all forms of “city of” construction as in “city of Boston” or “city of Lakewood.”

• Note: This alternative style has been adopted from a business style, which calls for capitalizing the name of the organization even without the use of the full name. As one business style guide states, this is done to “invoke the full authority of the organization” and should only be done in legal documents, minutes of meetings and other formal communications. This last caveat has given way to improper but frequent use of capitalizing the name of the organization in all references.

• City Council member: The title for the elected representatives in Lakewood is “Council member.”

This has been discussed many times with the city council members at their annual retreat, and each member agreed to this title. In printed information from the City, use this style, but you might see the council members refer to themselves as councilors.

• City logo: The City’s logo is protected by a copyright, which gives the City the exclusive right to publish or produce the logo in all material. The City must give permission to any organization other than the City to publish or print the logo. The use and appearance of the logo is governed by the Logo and Graphic Identity Standards, available under the Public Outreach Toolkit under the Resource tab on Inside Lakewood: http://insidelakewood/sites/ TeamSites/PublicOutreach/Pages/default.aspx.

• “Click here”: FOR THE WEB: Do not use this term to create hypertext links. A link should be formed from a natural part of a sentence or phrase that briefly describes or indicates what it links to.

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Correct

Learn more about our golf courses and recreation centers.

Incorrect Click here for more information about our golf courses and recreation centers.

• Collective nouns: Collective nouns can take a singular or plural verb depending on their meaning.

The question to ask is the following one: Are the people in the collective noun acting as a single entity or as individuals?

When a collective noun such as “council,” “staff,” “police,” or “committee” is denoting that a group is regarded as a unit, the collective noun takes a singular verb and a singular pronoun. For example, “Lakewood City Council is considering regulations for the use of medical marijuana.” “The committee is working on the Comprehensive Plan.”

But a collective noun takes a plural verb when the group is regarded as individuals or parts rather than as a unit. In this case, it’s best to include “members” or another noun to make the subject-verb agreement clear. For example, “City staff members participate in the Wellness Program.” “The committee members discussed the next agenda item.”

• Compound modifiers: These are two or more adjectives or adverbs that express a single concept and modify a noun. A hyphen is normally needed between these modifiers for clear meaning and when they express a single concept. But modifiers ending with “ly” are not hyphenated: “mud-covered boat,” “land-use decision,” “highly acclaimed production.” Both AP Style and Chicago Manual state that “the fewer the hyphens the better” or a “sparse” use of the hyphen in compound modifiers.

• Comprise, compose, and consist: These do not mean the same thing. Comprise means one thing includes another or the whole includes the parts: “His speech comprised five major themes,” or “The ACIC comprises nine committees.” If the word “of” is used with comprise in the construction of the sentence, the use is incorrect. It is better to use “is composed of” or “consists of” or “constitutes.”

“Composed” means something is made up of something else or the parts make up the whole. “The vinaigrette is composed of olive oil, vinegar and herbs.” If you are confused, find another way to write the sentence.

• Double spaces after periods: After a period at the end of a sentence, type only one space before beginning the next sentence. The old rule of two spaces is intended only for typewriters, not modern word processing. Two spaces were necessary in the typewriter era to make fonts appear evenly spaced to the human eye, but today computers even out fonts automatically.

• Double zeros: Eliminate double zeroes.

Correct

Incorrect $7 $7.00 7 p.m.

7:00 p.m.

• e.g and i.e.: Use these abbreviations only in informal or technical material. The abbreviation “e.g.” stands for “exempli gratia,” meaning “for example,” and “i.e.” stands for “id est,” meaning “that is,” and it takes on the meaning “in other words.” Use e.g. when you are offering an example or providing only a partial list, but use i.e. when you are introducing a definition. Do not use “etc.” with either of these abbreviations. Because the two abbreviations of Latin words are often confused, it might be preferable to avoid them and use their English equivalents.

Correct The City has fostered economic development along West Colfax Avenue through changes to the zoning, e.g., the Transit Mixed Use District and the Colfax Mixed Use District.

Plants in urban agriculture can be grown hydroponically, i.e., planted and grown in only water.

• Email vs. e-mail: It is now official! As of spring 2011, the AP Style Guide says the correct usage is “email” without the hyphen.

• Ensure, insure and assure: Ensure means “to make certain.” Insure means “to protect against loss” and should only be used when referring to insurance.

Assure means “to give someone confidence.”

• First-come, first-served: This is the correct form: hyphenated with a comma between the phrases and the “first-served” phrase in past tense.

• Federal: Do not capitalize unless it refers to organizations with “federal” as part of its formal title: the Federal Trade Commission. Lowercase when used as an adjective to distinguish it from state, county, city or private entities: “A federal grant paid for the project.”

• For more information: FOR THE WEB: To cut down on wordiness, do not use this phrase in a sentence in order to set up a hypertext link. Instead, use the phrase “More Information” by itself to serve as the link.

Correct

Neighborhood organizations are encouraged to apply for funds to build projects they feel would make a difference in improving their neighborhoods.

More Information Incorrect Neighborhood organizations are encouraged to apply for funds to build projects they feel would make a difference in improving their neighborhoods.

For more information, click here.

• Headlines: Only the first word and proper nouns are capitalized. Use numerals for all numbers and only single quotes for quotation marks. This “downstyle” used by AP is considered to be the most readable.

Note: Chicago Manual Style can be used as an • alternative style, which has the following rules: 1) Capitalize the first and last words, and capitalize all other major words (nouns, pronouns, verbs, adjectives, adverbs and some conjunctions [see rule 4]).

2) Lowercase the articles the, a, and an.

3) Lowercase prepositions regardless of length except when they are used adverbially or adjectivally (up in Look Up, down in Turn Down, etc.).

4) Lowercase the conjunctions and, but, for, or, nor.

5) Lowercase “to” not only as a preposition (rule 3) but also as part of an infinitive (to Run, to Hide, etc.), and lowercase “as” in any grammatical function.

6) Lowercase the part of a proper name that would be lowercased in text such as “de” and “von.”

• Including, as well as and such as: When a phrase introduced by “including,” “as well as” and “such as” falls between the subject and the verb in a sentence, it is ordinarily set off by commas. Commas may be omitted if the phrase fits smoothly into the flow of the sentence or is essential to the meaning.

When the phrase occurs elsewhere in the sentence, commas may be omitted if the phrase is closely related to the preceding words.

FOR THE WEB: In writing for websites, use caution in using these and similar phrases, which tend to add too much wordiness.

• Links: See URLs. If an Internet address falls at the end of a sentence, use a period.

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• Lists: Introduce a vertical list with a complete grammatical sentence followed by a colon. Don’t introduce the list by ending with a verb or a preposition. AP Style for lists is as follows: Capitalize the first word of a list following a bullet or dash. Use periods, not semicolons, at the end of each section whether it is a full sentence or phrase.

• Note: Chicago Manual of Style provides the following guidance on vertical lists: A vertical list is best introduced by a complete grammatical sentence, followed by a colon. Items carry no closing punctuation unless they consist of a complete sentence. A less preferred style for a numbered or bulleted vertical list allows the bulleted items to complete a sentence begun in an introductory element and that consist of phrases or sentences with internal punctuation.

In this style, semicolons may be used between the items, and a period should follow the final item.

Each item begins with a lowercase letter.

• May, might, can and shall: These are not interchangeable. “May” means having permission, “might” indicates possibility, and “can” means having the ability or power. The use of “shall” is restricted to legislative language in formal documents, and it generally means “through the force of law or regulation.”

• Memorandum for City Council: Follow the template provided below. Unlike in other uses, the preferred style in memos is to capitalize all titles in the body of the memo.

M E M O R A N D U M TO:

Mayor and City Council or

John Smith, Director

Finance Department

(Initial cap on each word of name and title) THRU: Steve Smith, Division Manager

XYZ Department

FROM: John Doe, Director

XYZ Department

DATE: Current Date SUBJECT:

How to Prepare a Memo (Initial cap each word except articles)

Body of your memorandum follows here.

Usually ends with the writer’s initials two spaces from last line of last paragraph.

44

• Noon and midnight: Use noon or midnight, not 12 a.m., 12 p.m., or 12 noon. Neither needs to be capitalized.

Correct

The shift starts at midnight.

Incorrect The shift starts at 12 a.m. (or should that be 12 p.m.?).

• Numbers: Spell out the numbers one through nine, but use figures for numbers 10 and above. But ALWAYS use figures for ages, money, time, addresses, dimensions, ratios, percentages.

• A dash may be sizes used and in place of the word “to” when linking two figures that represent a continuous sequence, but do not use a dash if the sequence is introduced by the word “from” or “between.”

• Spell out fractions of less than one and use a hyphen.

Correct …during the week of May 15-21 …from 1993 to 1996 The event is 8 a.m.-10 a.m.

Incorrect

…during the week from May 15-21 from 1993-1996 The• event a.m.-10 a.m.documents, it is Note: isInfrom legal8or City Code permissible to adopt a more formal style of spelling out all numbers immediately followed with figures in parentheses, but this style is not preferred. When using this style, spell out numbers zero through 100. With this style, hyphenate all compound numbers between 21 and 99 whether they stand alone or are part of a number over 100. Do not hyphenate other words in a spelled out number over 100.

Correct for alternative style twenty-one one hundred twenty-five nineteen hundred Incorrect for alternative style twenty one one-hundred-twenty-five nineteen-hundred • Parentheses with periods: Place a period outside a closing parenthesis if the material inside is not a sentence (such as this fragment). (An independent sentence such as this one inside parentheses requires a period before a closing parenthesis.)

• PDF files: FOR THE WEB: When linking to a PDF file, it is no longer necessary to indicate that it is a pdf file or to include the file size.

• Percentage: Spell out the word when used in text and use with figures. The symbol “%” is allowed in tables or when printing space is constrained.

• Photo credits: Photos from the Lakewood photo database will specify if a photo credit is needed.

Generally, if the City owns the photo or a City employee took the photo, no photo credit is needed.

You must have written permission, which can be by email, to use a photo the City doesn’t own the rights to, and you must give credit if required by the owner.

A photo credit should be placed directly under the image when possible, and DO NOT use the copyright symbol, which is this ©. If you have questions about the need for a photo credit, please call the communications staff in the City Manager’s Office.

With photos submitted by members of the public, the photographer should be told that the City owns all rights to the photos. Please refer to the Administrative Regulations for photos release forms by clicking on General Administration polices (see Photo Policy 1-L at http://insidelakewood/pages/ policies-and-procedures.aspx#).

• Premiere, premier: “Premiere” is a synonym for “debut” or the first showing of a play or performance, and “premier” refers to something that is top rated.

• Prefixes or suffixes: To be sure, always consult a dictionary, but most prefixes and suffixes DO NOT TAKE a hyphen. There are many exceptions to prefix and suffix rules, so it’s best to look up the word. The preferred dictionary is Webster’s College or Collegiate Dictionary.

• G enerally, do not hyphenate when using a prefix with a word starting with a consonant.

• Use a hyphen if the prefix ends in a vowel and the word that follows begins with the same vowel.

• Use a hyphen if the word that follows is capitalized.

• Use a hyphen to join double prefixes, as in subsubparagraph.

• With the “non” prefix, in general, no hyphen is needed when forming a word that does not have a special meaning and can be understood if “not” is used before the base word: nonresident, nonemergency, etc. But use a hyphen before proper nouns and in awkward combinations such as non-nuclear.

• With the “multi” prefix, the prefix rules apply, but in general no hyphen.

• With the “pre” prefix, the prefix rules apply, but generally no hyphen: “preregistration.”

• But beware of unique meanings: “multiply by 12,” but “a multi-ply fabric.” “I recovered from my illness,” but “The sofa was re-covered.”

• Quotation marks used with other punctuation: Periods and commas ALWAYS go inside the closing quotation mark. Question marks, the colon, semicolon and the exclamation point go within the quotation marks when they apply to the quoted matter only. They go outside when they apply to the whole sentence.

• Regard versus regards: The correct phrase is "in regard to." Never use "in regards to." Confusion arises because “as regards” can be used as a way to introduce a topic, but there is the belief that both phrases are unnecessary business jargon. Better options, depending on the particular sentence, include "concerning," "regarding," "about," "in," and "with."

• State names: In general, materials going out to the public do not need to mention that Lakewood is in Colorado. Most of the time, the intended audience already knows that. If the material will be circulated outside the Front Range, where someone unfamiliar with Lakewood might pick them up, the state can be included. Also, do not use a state name when a major city appears in the text.

FOR THE WEB: On the website, we are writing for a worldwide audience on the World Wide Web. Additionally, people searching the Web can find nearly a dozen different “Lakewoods” around the U.S. Be sure it is clear on your Web page that you are referring to Lakewood, Colorado.

AP Style now calls for spelling out all 50 state names. At a minimum, use AP Style abbreviations for states, not postal abbreviations. That means Colorado is abbreviated as “Colo.” Do not use the postal abbreviation “CO” unless it is part of a mailing address, including a ZIP code, to which you want people to mail things.

Lowercase the word “state” in the construction “state of Colorado”and “state government.”

Correct: …stop by Green Mountain Recreation Center, 13198 W. Green Mountain Drive. …whenever your travels bring you to the gateway to the Rockies, Lakewood, Colo. …and mail this form to Green Mountain Recreation Center, 13198 W. Green Mountain Drive, Lakewood, CO 80228

45

Incorrect: …stop by Green Mountain Recreation Center, 13198 W. Green Mountain Drive in Lakewood, CO. …whenever your travels bring you to the gateway to the Rockies, Lakewood, CO. • Street names: When no street number is given, spell out everything. With specific addresses, abbreviate directional words and ONLY Ave., Blvd., and St. Other abbreviations might be unfamiliar to readers. When referring to more than one road, use the plural form of avenue, boulevard, street, etc. and do not capitalize: “The construction will close West 10th and West 11th avenues.” For numbered streets from first to ninth, use the ordinal number (West First Avenue), not what is written on the street sign.

Correct

…during construction on West Alameda Avenue 7604 W. Alameda Ave. 480 S. Allison Parkway Incorrect … during construction on West Alameda Ave. 7604 West Alameda 480 South Allison Parkway • Note: In formal use such as the letterhead for stationery, it is appropriate to spell out the directional words and the full name of the street: 480 South Allison Parkway. It is also permitted to abbreviate parkway when printing space is constrained in advertisements, fliers or brochures.

• Theater: Use the American spelling of “theater” unless the proper name of a facility or group uses the British spelling of “theatre.” The same is true for amphitheater.

• Time, date and place: When listing information about an event, list it in order of time, date and place if listed together in one sentence. If an event is in the current year, do not list the year.

FOR THE WEB: Do not place this type of information in a sentence. On a Web page, it is best presented as a bulleted list, in the order of time and date, location and address.

Correct for the Web, option for printed media: • 8-9:30 a.m., Wednesday, March 29 • Whitlock Recreation Center • 1555 Dover St.

Incorrect The event is Wednesday, March 29, 2010, 8-9:30 a.m. at Whitlock Recreation Center, 1555 Dover St. • Titles: Capitalize titles only when used immediately before a name: Correct

Adam Paul, mayor of Lakewood Incorrect Adam Paul, Mayor of Lakewood Correct City Manager Kathy Hodgson The mayor presided over the meeting.

Incorrect Kathy Hodgson, City Manager The Mayor presided over the meeting.

• Note: Under standard English usage and AP Style, titles of company officials and local government officials are not capitalized when they follow or replace a personal name except in formal minutes of meetings or rules and bylaws.

Some companies and governmental organizations choose to capitalize these titles in all their communications because of the respect officials command within the company or organization.

But business stylebooks note that this practice should be avoided. Even so, many organizations adopt this business style for their officials and for the name of the organization on second reference, as in “General Motors Co. has left bankruptcy. The Company is glad about that,” or “The Mayor presided over the meeting.”

• That/Which/Who: “That” is used to restrict meaning and “which” is employed to elaborate on it. They are NOT interchangeable. In grammar language, “that” introduces a restrictive clause that is essential to the meaning of the sentence. “Which” introduces a nonrestrictive clause that is not essential to the meaning of the sentence and must be set off by commas. “Who” can be used in both types of clauses when it refers to people, but if the information in the clause restricts (is essential to) the meaning of the sentence, no comma is required. If the “who” clause elaborates (is nonrestrictive or nonessential), then a comma is required before the “who.”

Correct for printed media The event is 8-9:30 a.m., Wednesday, March 29 at the Whitlock Recreation Center, 1555 Dover St.

46

• Try and: The correct phrase is “try to.”

• Underlines: FOR THE WEB: Underlined text on a web page should be used only as a visual cue to the reader that the text contains a hyperlink to another Web page. Otherwise, do not underline text on a web page.

• URLs: These are the unique “addresses” or “file names” that identify each individual page or other content on the web, such as Lakewood.org. If an internet address falls at the end of a sentence, use a period.

FOR PRINT: It is no longer necessary to include “www” or “http://” at the start of the URL unless the URL won’t work in most browsers without those prefixes.

Help readers by capitalizing the first letter of words in the URL to make it easier to read. For example, use Lakewood.org/StormwaterUtility or 40WestArts.org.

If possible, the URL should not be split between lines of text. If the URL comes at the end of line, break the URL by ending on a slash in the URL, not a period. If necessary, put the URL on a separate line by itself.

FOR THE WEB: On City of Lakewood web pages or other City electronic communications, the preferred style is to use regular words or phrases as hypertext links to another web page or file. But it is permissible to use the URL itself as a hypertext link when necessary for purposes of clarity, especially when linking to a website or web file outside of City of Lakewood websites.

Preferred for the Web: …may download forms from the Lakewood Police Department.

Or alternative for the Web: …download forms: • www.colorado.gov

47

Appendix A. Homestead Golf Course Brand Guidelines B. Fox Hollow Golf Course Brand Guidelines C.

48

Logo Guidelines

Primary Logo It’s critical to the integrity of the Homestead brand image that this logo be used as consistently as possible. Use these brand guidelines to ensure that it is always represented properly.

CO LO R O P T I O N S

2

A-1

Alternate Logo 1 Use the Alternate Logo 1 when space is limited, or for simplicity of design on an embroidered shirt or other branded items.

CO LO R O P T I O N S

3

Alternate Logo 2 Use the Alternate Logo 2 when space is limited, or for simplicity of design on branded items.

CO LO R O P T I O N S

A-2

4

Logo Mark Use the logo mark when space is limited, or for simplicity of design on a hat, golf ball or other branded items.

CO LO R O P T I O N S

5

Colors When possible, reproduce the logo using solid Pantone® Matching System (PMS) colors.

When using CMYK process or RGB, use the builds indicated below.

SOLID BLACK

PANTONE® 378 53 89

26 100 43 98

29

HEX: #59621d

0

0 0

0 0

100 0

HEX: #000000

PANTONE® COOL GRAY 7 43 152

35

35

1

153 155

HEX: #98999b

WHITE 0

0

0

0

255 255 255 HEX: #fffffff

6

A-3

Maintaining Logo Integrity C L E A R S PA C E Keep competing elements safely away from the logo.

MINIMUM SIZE Do not reproduce the logo smaller than the size indicated.

1 3/8 INCH

1 3/8 INCH

1 3/8 INCH

1/2 INCH

7

Maintaining Logo Integrity DO NOT DISTORT

DO NOT CHANGE PROPORTIONS

D O N OT C H A N G E CO LO R S

AV O I D LO W C O N T R A S T

AVOID DISTRACTING BACKGROUNDS

D O N OT C H A N G E CO LO R S

D O N OT R OTAT E

A-4

DO NOT USE THE LOGOTYPE ALONE

8

Logo Co-brand Lockup Use a 0.5pt solid black rule to lock up this partnership. The width of the Fox Hollow mark should be used for the unit of measurement when pairing the two logos.

9

Brand Fonts The Grand Central Bold font is our primary brand font. It is a uniquely styled typeface with strong traditional integrity that appropriately complements the logo and overall brand. The AT Sackers Heavy Gothic font is our secondary brand font with a clean aesthetic and highly functional legibility. Avenir Medium is a complementary font that offers upper and lower case and various weights if needed.

GRAND CENTRAL BOLD

A B C D E FG H I J K L M N O P Q R S T U V WXYZ 1234567890

AT SACKERS HEAVY GOTHIC

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

AVENIR MEDIUM

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

10

A-5

Logo Guidelines

Primary Logo It’s critical to the integrity of the Fox Hollow brand image that this logo be used as consistently as possible. Use these brand guidelines to ensure that it is always represented properly.

CO LO R O P T I O N S

2

B-1

Alternate Logo 1 Use the Alternate Logo 1 when space is limited, or for simplicity of design on an embroidered shirt or other branded items.

CO LO R O P T I O N S

3

Alternate Logo 2 Use the Alternate Logo 2 when space is limited, or for simplicity of design on branded items.

CO LO R O P T I O N S

B-2

4

Logo Mark Use the logo mark when space is limited, or for simplicity of design on a hat, golf ball or other branded items.

CO LO R O P T I O N S

5

Colors When possible, reproduce the logo using solid Pantone® Matching System (PMS) colors.

When using CMYK process or RGB, use the builds indicated below.

SOLID BLACK

PANTONE® 717 11 214

75 100 95

2 0

HEX: #d65f00

0

0 0

0 0

100 0

HEX: #000000

PANTONE® COOL GRAY 7 43 152

35

35

1

153 155

HEX: #98999b

WHITE 0

0

0

0

255 255 255 HEX: #fffffff

6

B-3

Maintaining Logo Integrity C L E A R S PA C E Keep competing elements safely away from the logo.

MINIMUM SIZE Do not reproduce the logo smaller than the size indicated.

1 1/2 INCH

1 1/2 INCH

1 1/2 INCH

1/2 INCH

7

Maintaining Logo Integrity DO NOT DISTORT

DO NOT CHANGE PROPORTIONS

D O N OT C H A N G E CO LO R S

AV O I D LO W C O N T R A S T

AVOID DISTRACTING BACKGROUNDS

D O N OT C H A N G E CO LO R S

D O N OT R OTAT E

B-4

DO NOT USE THE LOGOTYPE ALONE

8

Logo Co-brand Lockup Use a 0.5pt solid black rule to lock up this partnership. The width of the Fox Hollow mark should be used for the unit of measurement when pairing the two logos.

9

Brand Fonts The ITC Newtext BT Regular font is our primary brand font. It is a uniquely styled typeface with strong traditional integrity that appropriately complements the logo and overall brand. The Guess Sans Black font is our secondary brand font with a clean aesthetic and highly functional legibility. Avenir Medium is a complementary font that offers upper and lower case and various weights if needed.

ITC NEWTEXT BT REGUL AR

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

GUE SS SANS BL ACK

abcdefghijklmnopqrs tuv w x y z ABCDEFGHIJKLMNOPQRS TUV W X YZ 1234567890

AVENIR MEDIUM

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

10

B-5

BRAND OVERVIEW C OLORS

/

FON TS

/

LOGOS

CIVIC CENTER NORTH BUILDING 470 S. ALLISON PKWY. LAKEWOOD, CO 80226

PRIMARY COLORS

COLOR PALETTE PRIMARY PALETTE For most situations, it is important to utilize the two main colors of the primary palette shown here.

These are your official colors, and consistent use of them will strengthen the overall perception of the Cultural Center as a credible, professional, high-quality community resource.

Deep Neutral Green

Vibrant Lime

PANTONE 2300

A NOTE ABOUT COLOR Each color shown here is presented in three different color systems: the Pantone® Matching System (PMS), CMYK and RGB. Pantone and CMYK are used for printing, while RGB is used for computer screens and television. The PMS system provides numbered recipes for custom colors, with each number corresponding to a specific mixed ink. This is also referred to as spot color.

C = 40

#A9C23F

C = 56

#395542

M=0

R = 169

M=0

R = 57

Y = 89

G = 194

Y = 58

G = 85

K=0

B = 63

K = 78

B = 66

COORDINATED SECONDARY COLORS

CMYK is used for full-color printing, using the primary inks cyan, magenta, yellow and black to provide a full spectrum of color. This is also referred to as four-color printing.

RGB color is not ink, but rather projected light using the primary colors red, green and blue. RGB is not printed, but only used for web, display graphics, television, and presentation applications such as Microsoft Powerpoint or Word.

PANTONE 7736

Deep Aqua

Bright Gold

Warm Purple

Neutral Warm Gray

PANTONE 326

PANTONE 2007

PANTONE 2082

PANTONE 416

C = 81

#00B2A9

C=0

C = 70

#784E90

C = 28

#7E7F74

M=0

R=0

M = 33 R = 224

M = 81

R = 120

M = 18

R = 126

Y = 39

G = 178

Y = 92

G = 165

Y=0

G = 78

Y = 29

G = 127

K=0

B = 169

K=2

B = 38

K=0

B = 144

K = 51

B = 116

#E0A526

2

C-1

TYPOGRAPHY The official typefaces for all organization publications are Montserrat (art deco-inspired sans serif) and Lora (complementary timeless serif).

It is important to use these fonts whenever possible, to maintain consistency.

Montserrat is strong, modern, geometric, and should be used for impactful headlines and type treatments.

It is ideal for large and/or short sections of highlighted content. Arial or Helvetica can be used as similar system fonts in place of Montserrat Lora is an elegant, refined and timeless serif typeface that is best suited for body content or smaller detailed text. Acceptable universal alternative fonts for Lora would be Times or Times New Roman.

BRAND FONTS

MONTSERRAT { REGULAR }

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz { BOLD }

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Lora { REGULAR }

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz { BOLD }

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz { R E G U L A R I TA L IC }

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz { B OL D I TA L IC }

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

3

PRIMARY LOGOS

LAKEWOOD CULTURAL CENTER LOGOS

When it is not possible to use the preferred versions of the Lakewood Cultural Center logo because of space or collateral requirements, use one of the recommended variations.

Vibrant green and white versions of the logo are ideally used against dark backgrounds, such as the deep neutral green (Pantone 7736).

{ VERTICAL AND HORIZONTAL OPTIONS }

The complete white/reversed versions of the Lakewood Cultural Center logo can be used against dark or high contrast backgrounds - such as photos.

{ REVERSED TEXT VERTICAL AND HORIZONTAL OPTIONS }

{ FULLY REVERSED VERTICAL AND HORIZONTAL OPTIONS }

C-2

4

SECONDARY LOGOS

LCC PRESENTS LOGOS

When it is not possible to use the preferred versions of the Lakewood Cultural Center logo because of space or collateral requirements, use one of the recommended variations.

Vibrant green and white versions of the logo are ideally used against dark backgrounds, such as the deep neutral green (Pantone 7736).

{ VERTICAL AND HORIZONTAL OPTIONS }

The complete white/reversed versions of the Lakewood Cultural Center logo can be used against dark or high contrast backgrounds - such as photos.

{ REVERSED TEXT VERTICAL AND HORIZONTAL OPTIONS }

{ FULLY REVERSED VERTICAL AND HORIZONTAL OPTIONS }

{ POTENTIAL CONTAINED TREATMENT }

5

LOGO SET: AT A GLANCE

VERTICAL

HORIZONTAL

LCC VERTICAL

LCC HORIZONTAL

MARK ONLY

FULL COLOR

REVERSED TEXT

FULL REVERSED

GRAYSCALE

6

C-3