BRAND GUIDELINE
CONTENT
04
BRAND MISSION
06 THE PROCESS
08
THE LOGO
12
COLOR PALETTE
14
TYPOGRAPHY
16
APPLICATIONS
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FRESH FORWARD THINKING FUTURISTIC BRAND MISSION The City of Cheney Light Department is a municipal electric utility serving approximately 5,600 customers in the Cheney community. As a proactive partner, Energy Conservation Program (ECP) aims to increase community pride, make Cheney a more energy efficient place, therefore a better place to live, and create more opportunities for new community collaborations with Cheney Public Works.
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“For a greener Cheney”
THE PROCESS The inspiration for the ECP logo is fresh, futuristic, with a forward thinking approach. The color palette includes a primary dark forest green which associates with the energy conservation aspect. There is also a use of a muted orange color that represents the happiness, warmth and ambition that are needed to create a community that uses energy efficient products to create a better living environment for themselves.
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THE LOGO Our logo is our most valuable asset, it’s where it all begins - the seed of our visual identity. It provides our typographic style and it’s fresh, forward thinking, and futuristic is at the core of all of our communications. ECP primary logo is a combination of a logomark and a wordmark. This is the main logo that will be used across primary brand applications. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.
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MINIMUM SIZE The smallest the logo should be represented is 0.5” height or 1” width.
LOGO VARIATIONS ECP’s primary logo will most often be presented in the dark forest green color on a white/cream colored background as seen on the first example, but can be adapted for use on different background colors that belong to the brand color palette to incorporate colors. The black and white logo versions can be used if necessary but should not be used as a priority. The logomark can be used when the full primary logo is not necessary or in cases where the brand name is already displayed in plain text. For example, the logomark could be used as a profile picture on social media or an application since the name will be adjacent to it in plain text.
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COLOR PALETTE Color is an integral part of brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but also serves a psychological purpose by communicating a certain feeling to your audience. Additionally, the tone of each color can be adjusted to create more depth within design elements and touch points.
HEX: #EAE5DE RGB: 234 229 222 CMYK: 7 7 10 0
HEX: #1D4A47 RGB: 29 74 71 CMYK: 86 51 62 42
HEX: #CB8A65 RGB: 203 138 101 CMYK: 19 50 64 2
HEX: #EAE5DE RGB: 234 229 222 CMYK: 7 7 10 0
HEX: #1D4A47 RGB: 29 74 71 CMYK: 86 51 62 42
TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represent the futuristic and forward thinking feel of the brand and should be used across all print & web applications.
Display Text
Kallisto ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Body/secondary Text
Brandon Grotesque
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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APPLICATIONS Here are a few examples as to how the ECP logo maybe utilized in real world contexts.
BUILDING SIGN
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SUPPORTING DOCUMENTS
POSTER
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CLOTHING
20
STATIONERY
VEHICLE 23