Brand Guide for the Harold F. Holtz Municipal Training Institute

Brand Guide

Introducing the New Harold F. Holtz Municipal Training Institute Brand Guide!

Created by the University of Georgia Carl Vinson Institute of Government in collaboration with the Georgia Municipal Association and the Municipal Training Board Outreach Committee.

Credits

Municipal Training Board Outreach Committee

• Chair: Linda Davis

• Members: Marc Cohen, Micheal Evans, Aaron Higgins, Mara Shaw

Municipal Training Board

• Chair: James Eubanks, Pelham Mayor, District 10

• Vice Chair: Catherine Smith McKnight, Augusta Commissioner, District 7

Members:

• Kenneth Carson, Adairsville Mayor, District 1

• Juli Clay, Gainesville Councilmember, District 2

• Allison Wilkerson, Grayson Mayor, District 3

• Douglas Hollberg, Griffin Mayor, District 4

• Carrie Peters-Reid, Madison Councilmember, District 5

• Collinda J. Lee, Milledgeville Councilmember, District 6

• Charles Ivey, Montezuma Councilmember, District 8

• Chyrileen Kilcrease Metter, Councilmember, District 9

• Andy Gibbs, Valdosta Councilmember, District 11

• Aaron Higgins, Pooler Councilmember, District 12

• Linda J. Davis, Fairburn Councilmember, At-Large Post 1

• J. Micheal Evans, Centerville Councilmember, At-Large Post 2

• Jonathan Sumner, Hahira City Manager, At-Large Post 3

• Mara Shaw, Associate Director, UGA Carl Vinson Institute of Government

• Corinne Thornton, Office Director, Regional Community Services, Georgia Department of Community Affairs

Georgia Municipal Association

• Deputy Director, Training: Aileen Harris

• Director, Training and Leadership Development: Alan Dickerson

• Deputy Executive Director: Bill Thornton

UGA Carl Vinson Institute of Government

• Public Service Associate, Creative Brand Direction: Kaitlin Messich

• Creative Design Specialist, Graphic Designer: Eleonora Machado

• Senior Public Service Associate: Danny Bivins

• Public Service Assistant, Board Liaison: Hardin Watkins

• Communications Director: Courtney Alford-Pomeroy

• Creative Design Specialist: T. Clark Stancil

• Editor and Public Relations Coordinator: Margaret Blanchard

the Harold F. Holtz Municipal Training Institute About

The Harold F. Holtz Municipal Training Institute provides comprehensive training programs to enhance the knowledge and skills of city officials in municipal-related matters throughout Georgia. These voluntary courses, offered at events throughout the year, provide city officials with additional training opportunities beyond what is required by state law. Completion of Harold F. Holtz Municipal Training Institute courses enables municipal elected officials and city managers to earn leadership certification at different levels, including the Certificate of Recognition, Certificate of Achievement, Certificate of Excellence, Certificate of Distinction, and Certificate of Dedication.

The Holtz Municipal Training Institute operates through a partnership between the Georgia Municipal Association and the University of Georgia Carl Vinson Institute of Government. Oversight is provided by the Municipal Training Board, comprised of municipal elected officials and representatives from partner organizations, appointed by the Director of the Institute of Government in consultation with GMA.

Since its establishment in 1981, the Harold F. Holtz Municipal Training Institute has stood as a pillar of excellence, enriching the minds and skills of Georgia’s municipal officials and city leaders.

A Legacy of Excellence

Since its establishment in 1981, the Harold F. Holtz Municipal Training Institute has stood as a beacon of excellence, enriching the minds and skills of Georgia’s municipal officials and city leaders. With a steadfast commitment to providing comprehensive training and advanced education, the Institute has become synonymous with innovation and distinction. The Holtz Municipal Training Institute offers diverse advanced training opportunities in intergovernmental relations, leadership development, public safety, quality of life, and revenue and finance. These multidisciplinary courses set the program apart from others in the U.S., offering unique opportunities for lifelong learning, continuing education, and advanced training for Georgia’s public officials.

A testament to the power of collaboration and partnership, the Holtz Municipal Training Institute was formed through an alliance between the Georgia Municipal Association and the University of Georgia Carl Vinson Institute of Government. The Holtz Municipal Training Institute serves as a national model for municipal leadership training. Oversight by a board of local officials ensures the program remains attuned to the ever-evolving challenges faced by elected leaders throughout the state, resulting in training programs meticulously tailored to their needs.

While the Holtz Municipal Training Institute has enjoyed more than four decades of success and a stellar reputation among Georgia’s elected leaders, local leaders and Municipal Training Board partners recognized the need to better tell the story of this signature program. With no easily recognizable brand and partners with

varied graphic styles, the Municipal Training Board saw an opportunity to create a unifying brand identity to increase program awareness, identify the uniqueness of the partnership, and continue to reach new audiences.

Guided by Municipal Training Board members, Institute of Government branding professionals engaged in a three-stage process to identify, design, and implement an overarching brand identity for the Harold F. Holtz Municipal Training Institute. The resulting brand outlined in this document was unveiled in June 2024 before thousands of local officials and community leaders at the Georgia Municipal Association’s Annual Convention in Savannah. Through this collaborative branding process, the Municipal Training Board aims to further strengthen a shared commitment to lifelong learning, continuing education, and advanced training among Georgia’s municipal leaders.

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A Clearly Defined Brand Identity Unlocks the Power of Perception

A robust brand isn’t just about aesthetics; it’s a cornerstone of success. A clearly defined brand identity elevates visibility, communicates values, and builds trust within our community of leaders. Following input and oversight from the Municipal Training Board members , the new brand identity for the Harold F. Holtz Municipal Training Institute aims to enhance the following:

VISIBILITY AND AWARENESS:

A well-branded training program increases its visibility and awareness among potential candidates. Effective branding ensures that the program is known and recognized, making it more likely for individuals to consider participating.

PERCEIVED VALUE: A strong brand creates a positive perception of the training program, conveying professionalism, credibility, and a commitment to excellence. The perceived value of the program influences individuals to view it as a worthwhile investment in their professional development.

COMMUNICATE PURPOSE AND VALUES: Through branding, a training program can communicate its values and mission, creating a sense of purpose and connection. People are more likely to engage in programs that resonate with their personal and professional values.

DIFFERENTIATION: A distinctive brand helps the training program stand out. In a competitive landscape, differentiation is key. A unique and memorable brand identity can attract individuals looking for something specific and different from other opportunities.

BUILDING TRUST: Trust is essential in any professional setting, especially government service. A well-established brand builds trust among participants, signaling reliability, transparency, and a commitment to providing a quality training experience.

COMMUNITY BUILDING: A well-branded program can foster a sense of community among past, present, and future participants. This community-building aspect can create a supportive network and make individuals feel part of a larger movement or cause.

Visibility and Awareness Differentiation

Perceived Value Building Trust

Communicate Purpose and Values Community Building

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Creating a Visual Identity: Brand Design Goals

Vital input from Municipal Training Board members and partners informed the design of the Harold F. Holtz Municipal Training Institute logo. Board members and partners insisted that the Institute’s new logo reflect a timeless, legible, and clean appearance. As a training institution for Georgia’s public officials, outreach committee members requested a distinguished logo that reflects professionalism, a commitment to public service, and lifelong learning. Furthermore, multiple participants noted that the brand should refrain from using overused symbols like peaches or the state of Georgia silhouette. The partnership includes robust institutional brands: the University of Georgia and the Georgia Municipal Association. Board members requested that the new look not simply combine elements from or imitate existing GMA and UGA logos but should instead stand alone. While these two brand identities are composed of very different styles and color palettes, it was also vital that the final Holtz Municipal Training Institute logo appear compatible alongside partner logos while existing as a distinct and standalone visual.

The Harold F. Holtz Municipal Training Institute represents the ethos of excellence, innovation, and collaboration. A successful institutional brand for this important program must reflect these values. To help realize these design goals, the Municipal Training Board, in collaboration with the Institute of Government Design Studio, embarked on creating a new visual identity for the Harold F. Holtz Municipal Training Institute, which included the following:

GRADUATION CAP & TASSLE

LIFELONG LEARNING

ESTD. 1981

43 YEARS OF EXCELLENCE IN GOVERNMENTAL TRAINING

LAUREL LEAVES

SYMBOL OF ACHIEVEMENT

SHIELD

SCHOLARLY & ACADEMIC PURSUITS

NEOCLASSICAL COLUMN

MUNICIPAL GOVERNMENT ARCHITECTURE & UGA NORTH CAMPUS

Logo Symbolism

The Harold F. Holtz Municipal Training Institute logo design was carefully crafted by the committee to resemble an official seal, emphasizing the Institute’s authority and heritage. Incorporating “Estd. 1981” highlights its history and longevity. The logo’s symbolism is rich and purposeful: a shield represents academic and scholarly pursuits, laurel leaves signify achievement, and a neoclassical column evokes classic local government buildings in Georgia municipalities and the iconic UGA North Campus. Additionally, the graduation cap and tassel symbolize lifelong learning, with the tassel traditionally worn on the right to be moved to the left during graduation ceremonies. Here, it remains on the right, signifying that the pursuit of knowledge is an ongoing journey. The primary colors, “Leadership Blue” and “Municipal Blue,” further reinforce the Institute’s commitment to developing effective leaders in municipal government.

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Color Palette

Color serves as an essential and high-impact aspect of any successful brand. Color is the first thing the human eye registers, and 80% of people remember colors over a logo design. The colors representing the Harold F. Holtz Municipal Training Institute brand were thoughtfully chosen to reflect the values of the Institute while corresponding with partner

logos and graphics. The modern American color palette draws inspiration from both the nation’s iconic flag, as well as the UGA and GMA brands. Red, white, and light blue hues evoke a sense of patriotism, civic-mindedness, and contemporary design. The bright and bold hues are often associated with freedom and optimism, mirroring the ideals that both

the nation and the Holtz Municipal Training Institute hold dear. The regal touch of gold signifies the aspirational qualities inherent in lifelong learning and leadership. Together these colors convey a sense of excellence, achievement, and the transformative power of effective leadership; inspiring participants to strive for their highest potential.

Municipal Blue

HEX #1D3557

R29 G53 B87

C96 M81 Y40 K33

Champion Red

HEX #F3EFEE

R239 G55 B62

C0 M93 Y79 K0

Leadership Blue

HEX #A9D8D9

R169 G216 B217

C33 M2 Y15 K0

Capitol Gold

HEX #B5963F

R181 G150 B63

C20 M30 Y85 K15

Scholarly Blue

HEX #DCF1F5

R220 G241 B245

C12 M0 Y3 K0

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Typography System

The fonts chosen for the Harold F. Holtz Municipal Training Institute brand were carefully selected from hundreds of typefaces to ensure they represent the overall character of the program. The primary fonts utilized include Oswald (header), Thistails (sub- headers and accents), and Merriweather (body). These were selected based on their easy legibility and clean, modern appearance.

Primary Fonts Oswald Bold

ABCDFEGHIJKLM

abcdefghijklmnopqrstuvwxyz

0123456789

Thistails Harold F. Holtz

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0123456789

Merriweather

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

Merriweather Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

About the Logo Family

Working closely with the Municipal Training Board, Institute of Government design studio faculty designed a package of logos and graphics to elevate the program’s image. This brand represents a place where civic leaders can unleash their potential, redefine their trajectory, and become architects of positive change in their community. The stately logo resembles an official seal to deliver a professional, civic-minded appearance. Prominently displaying the “ESTD. 1981” conveys that this is a long-running, trustworthy program with a sense of history and permanence. Multiple symbols, including the shield, Neoclassical column, laurel leaves, and graduation cap and tassel, speak to values such as scholarly achievement, civic pride, and lifelong learning. Traditionally, tassels are worn on the right side and moved to the left during graduation ceremonies. The tassel featured in this logo is shown on the right, symbolizing that learning never ends.

Logo Variations

While consistency is important, so is flexibility. Multiple partners collaborate in these trainings, and the Harold F. Holtz Municipal Training Institute brand will be paired frequently with partner logos. Branding professionals at the UGA Institute of Government developed several logo variations and graphic elements to provide flexibility for Municipal Training Institute board members.

Primary Logo Design

Variations

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Secondary Logo Design

These elements work together to create a brand, help communicate the values and mission visually, and tell the story.

Variety of color choices: gold may be used for special occasions, and on certificates of achievement, plaques, and memorabilia.

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Promotional Materials

Institute of Government design faculty developed several concepts for custom-designed, branded promotional items. The design mockups that follow show how branded materials can help build and enrich the experience of training participants.

Branded materials convey the value of this training program to municipal leaders. A few of the co-branded items produced for the brand reveal are:

Hand-held fans, drink cozies, water bottles, retractable banners, tablecloths, table runners, name tents, signboards, and a step-and-repeat banner.

Other items, where space was limited, were printed with the new identity only. These items include: lapel pins, hats, tote bags, name badges, pens, stickers, and notebooks.

Digital files including a PowerPoint template, and Microsoft Word documents like agenda and meeting minutes templates for download.

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Concept Mock-Ups

It is vital that the Holtz Municipal Training Institute logo appear compatible alongside partner logos while existing as a distinct and standalone visual.

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Concept Mock-Ups

Branded materials can help build and enrich the experience of training participants.

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