VISUAL STANDARDS & BRANDING STYLE GUIDE v1.3 Updated: September 9, 2015
INTRODUCTION The Bicentennial celebration happening in December 2017 through December 2018 is an enormous opportunity for the City of Fort Smith and its’ citizens. Throughout this process, media, designers, citizens, and more will need access to assets that surround this historic year long celebration. For that reason we have designed this short guide to assist in the creation of these assets. Everything you need to know about the bicentennial brand is right here for you to use freely. Some of the most important aspects are to remember cohesion when producing these assets. The look and feel of this celebration needs to the same online, in print, and elsewhere. This guide will help ensure these standards are kept. Adherence to these standards is vital to produce one voice as we move toward the celebration.
TABLE OF CONTENTS
3
Logo Usage
4
Logo Variations
5
Incorrect Logo Usage
6 Color
7
Color Balance
8 Typography
9
Social Media
10
Television / News Media
11
Print Documents
12
Black Market Graphics
13
Need Help?
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LOGO USAGE
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2x
2x
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FORT SMITH 3
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Our Logo sets the precedence of our brand and the expectation for bicentennial celebrations. We must ensure it is consistent and used in the proper manner. 1. The ideal use for our logo is on 100% white in full color. 2. The full color 200 Logo can be used on a darker background that is less than 10% black. 3. When color is not an option, the “2, 0, FORT SMITH” should be used at 100% black, and the “star mark” should decrease in by 10% black for each shape. ex. 90%, 80%, 70%, 60%, and 50% starting with the upper left shape following a counterclockwise pattern. 4. Please observe the clear space around the logo to maximize visual effectiveness. Nothing should intrude into this specified clear space.
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LOGO VARIATIONS
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Above are additional variations for the 200 logo, the same design principles apply as what is specified under LOGO USAGE. 1. The addition of the word “bicentennial” can be added for official use outside the City of Fort Smith. 2. The 200 logo may be used as a stand alone for print and digital material where the full logo is already present or on related marketing pieces where the bicentennial is already being addressed. 3. This is the “Mark Only” variation. This may be present when the 200 logo is clearly display. This may also be used as an accent graphic to support the main 200 logo.
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INCORRECT LOGO USAGE
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FORT SMITH 3
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Above are some incorrect uses of the 200 logo. Please observe and try to avoid these as it creates brand confusion. 1. Do not rotate the mark. 2. Do not rotate the logo itself. 3. Only use approved font with the logo text. Approved fonts can be found in the TYPOGRAPHY section of this guide. 4. Do not alter the color of the Logo aside from approved alterations.
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COLOR 1
200 GOLD
200 GREY
CMYK: 0, 18, 99, 0 RGB: 255, 205, 5 HEX: ffcd05 PMS: 123 C
CMYK: 57, 47, 46, 13 RGB: 113, 115, 117 HEX: 717375 PMS: Cool Grey 10
2 GRADIENT ONLY MARK BLUE
MARK GOLD
MARK GREEN
MARK PURPLE
MARK RED
CMYK: 100, 79, 31, 17 RGB: 20, 66, 111 HEX: 14426f PMS: 302 C
CMYK: 19, 30, 100, 0 RGB: 211, 172, 42 HEX: d3ac2a PMS: 110 C
CMYK: 88, 31, 100, 21 RGB: 21, 113, 57 HEX: 157139 PMS: 554 C
CMYK: 72, 100, 34, 29 CMYK: 30, 100, 99, 39 RGB: 84, 27, 86 RGB: 123, 18, 19 HEX: 541b56 HEX: 7b1213 PMS: 262 C PMS: 1815 C
MID-TONES CMYK: 98, 71, 19, 4 RGB: 0, 85, 142 HEX: 00558e PMS: 301 C
CMYK: 3, 20, 99, 0 RGB: 247, 200, 17 HEX: f7c811 PMS: 109 C
CMYK: 82, 18, 100, 4 RGB: 42, 148, 70 HEX: 2a9446 PMS: 355 C
CMYK: 65, 100, 22, 8 RGB: 113, 39, 114 HEX: 712772 PMS: 259 C
CMYK: 21, 100, 99, 13 RGB: 176, 32, 36 HEX: b02024 PMS: 187 C
PRIMARY CMYK: 89, 52, 1, 0 RGB: 0, 113, 183 HEX: 0071b7 PMS: 307 C
CMYK: 0, 18, 99, 0 RGB: 255, 205, 5 HEX: ffcd05 PMS: 123 C
CMYK: 75, 0, 100, 0 RGB: 57, 180, 74 HEX: 39b44a PMS: 361 C
CMYK: 61, 100, 14, 3 RGB: 125, 40, 126 HEX: 7d287e PMS: 2612 C
CMYK: 13, 100, 96, 3 RGB: 205, 32, 41 HEX: cd2029 PMS: 186 C
The colors for the 200 Brand set a bold and bright precedence for the year long celebration. 1. These are the main logo colors that appear in the “200” and the type accompanying it. 2. These are the mark colors. Each shape of the mark forming a star has three colors to make up the gradient. The darkest gradient color is only used for the shading purpose. The mid-tone is used as an accent color. The brightest color, the primary, is to be used in general design.
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COLOR BALANCE
Above is a suggested color ratio for proper use of colors. 1. Use our core colors for a consistent platform that allows other design elements. 2. Color ratio depends on the individual application. 3. Use the ratio chart to make sure you’re balancing the colors correctly.
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TYPOGRAPHY Typography is a key element to getting our message across and keeping cohesion within the brand. When incorrect type accompanies the 200 brand, it sets the logo apart and creates brand confusion. To avoid this, please use the following type faces as outlined for their specified medium.
TYPOGRAPHY: DESIGN
GOTHAM BOLD
You will find GOTHAM BOLD as the secondary font used for ‘FORT SMITH’ underneath the 200 logo. This is the only time GOTHAM BOLD should be used in design. This font weight should be used in all caps
GOTHAM LIGHT GOTHAM EXTRA LIGHT
GOTHAM LIGHT and GOTHAM EXTRA LIGHT are great to use as a paragraph font when creating flyer’s, graphics, and other promotional elements. When creating headlines and titles use these fonts in all caps. Mixing font weight is OK as well.
ARCHER semibold
ARCHER semibold is a great secondary design font. Semibold is recommended, but all weights of this font are acceptable.
TYPOGRAPHY: CORRESPONDENCE It is understood that consistency within and about the brand should be present. We understand that is not always possible. When directly dealing with the brand, such as general type, paragraph, and creating documents for public viewing, we recommend using the following standard fonts.
HELVETICA REGULAR helvetica regular
HELVETICA most clearly represents and carries a close style to the above mentioned fonts in print design. For this reason, we recommend it for general correspondence and public documents surrounding the bicentennial. When HELVETICA is not available, please default to TIMES NEW ROMAN.
*Please see resource guide online to download the print design typefaces.
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SOCIAL MEDIA It is imperative while using the 200 brand on social media it is properly linked back to us. Any time graphics, articles, references, or information goes out involving the 200 events, activities, and more – tagging us is vital. Below is a list of official outlets and hashtags we are using.
OUTLETS FACEBOOK - facebook.com/gofortsmithar TWITTER - twitter.com/gofortsmithar INSTAGRAM - instagram.com/gofortsmith TUMBLR(Press Page) - gofortsmithar.tumblr.com or press.gofortsmithar.com
HASHTAGS #200FSM
BEST PRACTICES 1. Thou shalt not delete or ban, unless: • Vulgar (and not automatically filtered). • Someone threatens to injure themselves or others. 2. Prior to deleting or banning, the administrator should: • Capture an image. • Report to Marketing Committee to discuss appropriate response. • Make a determination on reporting to FSPD for further investigation. 3. Standards for respect/courtesy: • Respond to questions and incorrect assertions stated as fact. • You may choose to ignore opinions or walk away from arguments. • Don’t respond when emotional. When a post is personal or inflammatory, walk away from the keyboard. Think about it. Respond when you’re calmer and have taken time to think about the issue. • Thank people for their questions, for their compliments, their concerns, interest, or for caring about the topic/status. • Call them by name but consider remaining gender neutral. • Before coming up with a new hashtag, test it. Are others using this hashtag? Who? How? Do the words – strung together – suggest something different than your intent? • If you don’t know the answer to a question, provide a potential resource (if you know of one), ask for suggestions, or opinions.
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TELEVISION Throughout the duration of the bicentennial there may be need for animated and digital graphics on air. Below are some recommendations for news media and animators when creating these assets.
LOWER THIRDS 1. When creating animated lower thirds, just the 200 logo is to be used, the accompanying “FORT SMITH” text should be left off. 2. The 200 logo should always enter from the left. This is to keep consistency with News Media standards and to uphold the “forward” nature of the design.
ANIMATION 1. Animating the logo is at the designers discretion if assets are not currently available from the bicentennial marketing committee, or not applicable for current use. 2. When animating the “Mark,” animation should always follow the movement and nature of the design. It should always start from the left and move right.
TYPE IN TV 1. Type should always follow the TYPOGRAPHY standards within this document. GOTHAM should always be used when addressing the 200 visually. 2. When typing web or social media handles please use all caps GOTHAM LIGHT or ARCHER semibold. ARCHER semibold is recommended. The web address should never be displayed with “www.”
gofortsmithar.com @gofortsmithar
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PRINT DOCUMENTS When designing print documents such as Letterhead, Stationary, and other “official” print items. Please use the full 200 logo with the words “FORT SMITH” accompanying it. Please allow for clear space around the logo when adding contact information.
Header 1/2” 1”
Footer
gofortsmithar.com
/
479 555 5555
/
info@gofortsmithar.com
1/2”
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BLACK MARKET GRAPHICS Black Market Graphics are those that are designed and distributed without approval from the Bicentennial Marketing Committee. Graphics designed in this manner will stand out in nonuniform fashion and will misrepresent our brand to all those who come into contact with them. Let’s work together and avoid that outcome. Please submit all third party graphics to our marketing committee prior to circulation. This can be done by submitting a proof online or emailing our marketing committee. Please reference the “need help” page for email addresses of the committee member.
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NEED HELP? We are here to help should you encounter any issues in design, print, or post production. Should you encounter an issues, please refer to this guide or call our Marketing Committee for help.
MASON KESNER
Creative Consultant for the Bicentennial O: 479 709 3766 M: 479 287 2529 mason@masonkesner.com
LORIE ROBERTSON
Director of Marketing, Fort Chaffee Redevelopment Authority O: 479 452 4554 M: 479 719 6624 lorie@chaffeecrossing.com
TRACY WINCHELL
Communications Manager, City of Fort Smith, AR O: 479 739 1072 M: 479 784 6990 twinchell@fortsmithar.gov
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