brand identity standards for the city of...

Brand Identity Standards for the City of Navasota

The Navasota Branding Story…The City of Navasota, Texas was originally settled in 1822. That history is evident in present-day Navasota, whose landscape is filled with historic sites and buildings. This, along with the natural beauty of the area and the welcoming and friendly character of its citizens, are the hallmarks of this great city.

Many of its residents know that Navasota is a wonderful place with a unique blend of character, beauty, and location. The town has great attributes and resources; yet many outsiders (potential tourists and residents) had no idea what Navasota offered— or worse, they confused Navasota with other Texas cities.

So in 2008, Mayor Bert Miller, City Manager Brad Stafford, Director of Tourism Kourtney Gruner, and the Navasota City Council undertook the very necessary

and rather daunting task of updating Navasota’s image. They solicited the assistance and expertise of a small design firm, v.creative studio, that had created successful design work for the City once before.

It is inherently difficult to capture the essence of a place or an organization in a tidy, compact package. Nonetheless, the Navasota Brand Identity is the fruit of six months of research, creativity, deliberation, education, brainstorming, debate, public meetings, trial-and-error, and perseverance.

The City has invested significant energy and resources into what has become a valuable asset: the Navasota Brand Identity. This guide is a “road map” of how best to utilize the elements of the Navasota Brand Identity and how to most effectively portray the City of Navasota, a place that truly has “so much, so close.”

©2010 v.creative studio 02/10

2 City of Navasota Brand Identity Guide

Navasota Colors

The colors for the Navasota logo were carefully selected to represent the City of Navasota. Though other colors were considered, red and blue hold special meaning for the City. Red and blue are the colors of the American flag, a symbol of patriotism. The Texas flag is blue and red, as is the flag of France—a place to which the City has historic ties. The logo, stationery, and other items bearing the Navasota Brand Identity have been designed using these colors and what they represent.

Be sure to use the color “formulas” appropriate for your use. Any Microsoft® application, e-mail, or Web use of the logo will require using the RGB or HTML color definitions, whereas offset printing should (preferably) use the Pantone® Panose Matching System (a.k.a. “PMS”) color system. Sometimes, the “full color,” which is also known as “process color” or “CMYK color,” formulas may be required for color printing.

Black

Process Color: C: 0 M: 0 Y: 0 K: 100RGB: R: 0 G: 0 B: 0

Web Safe: HTML: 000000

White

Process Color: C: 0 M: 0 Y: 0 K: 0RGB: R: 255 G: 255 B: 255Web Safe: HTML: FFFFFF

50% Black

Process Color: C: 0 M: 0 Y: 0 K: 50RGB: R: 128 G: 128 B: 128Web Safe: HTML: 999999

Navasota Blue

Spot Color: Pantone® 2935Process Color: C: 100 M: 46 Y: 0 K: 0

RGB: R: 0 G: 102 B: 207Web Safe: HTML: 0066CF

Navasota Red

Spot Color: Pantone® 186Process Color: C: 0 M: 100 Y: 81 K: 4

RGB: R: 255 G: 0 B: 51Web Safe: HTML: FF0033

Acceptable Logo Color Versions: The logo has been designed so that these color options will meet almost every marketing, design, layout, printing, or office need. The logo may only appear in the colors shown below.

Special Logo Exceptions: Though it may seem reasonable to modify the way the logo appears, doing so must be avoided at all costs, unless special permission has been granted by the Marketing Coordinator. This would only happen in a rare case and absolutely must be approved (and preferably performed by) the Marketing Coordinator.

Color Logo (Preferred): Use the red and blue logo wherever possible. This is the most powerful

and effective version of the Navasota logo.

One-Color [Grayscale]: This is the preferred version in

one-color applications.

One-Color [Black]: Use this one-color version in

situations where the grayscale version might not reproduce well

(e.g. , faxing).

One-Color [White/Reversed]: Use this logo for dark

backgrounds.

City of Navasota Brand Identity Guide 3

Navasota Logo

A logo has three main purposes: a) to enable easy identification of the business entity it represents; b) to establish a positive association with the logo and its entity; and c) to distinguish it from competitors. As such, Navasota’s logo and the “So much, so close” tag line are the centerpieces of the Navasota Brand Identity. They are the meticulously honed products of research, experience, talent, and the tireless efforts of City leaders, residents, and a professional design firm.

To the uninitiated, it may appear as though the logo is merely the word “Navasota” typed in a nice font. However, the logo is not a typeface (though it is based on one). It is a custom illustration created specifically and solely for Navasota. In order to successfully and consistently portray a friendly, clean, historic, Texas town, it is imperative that these assets be used often and with thoughtful deliberateness.

Clear Space: To maintain the clarity of the logo and to set Navasota apart from others, a clear space—equal to the height of the “N” in the logo—must be maintained all around the logo. Make sure no text or other graphic elements come into this space, or the Navasota Brand Identity could be obscured or diminished.

Logo Elements: In the vast majority of situations, the logo and tag line combination shall be used. Contact the Marketing Coordinator for approval to use the logo without the tag line (files for both versions in all color variations have been created and provided).

Colors: Do not change the colors of the logo or add an outline or a drop shadow to the logo. Files for each approved color version of the logo are available.

Typefaces: Do not attempt to re-create or “echo” the logo by using typefaces, and do not add type underneath the logo for any reason.

Sizing: Do not “skew” or “stretch” or “squash” the logo to fit in a space. Always scale the logo proportionately. Here’s a hint: try dragging the logo from a corner when re-sizing.

Note: Microsoft® applications (Word, Excel) are notorious for skewing graphics “behind the scenes.” Double-click the image, go to “size,” and ensure that the height % matches the width % size.

Logo Don’ts: Though it may seem reasonable to modify the way the logo appears, doing so must be avoided at all costs, unless special permission has been granted by the Marketing Coordinator and unless you are proficient in graphic design or brand development.

Trademarked logo

Tag line

Backgrounds: Do not place the logo on backgrounds that are complex or where there is not enough contrast between the background and the logo. Avoid busy graphics behind the logo and/or use a white logo.

City Hall is located at 202 East Washington Avenue, Navasota, Texas.| City Hall: (936) 825-6475 | Economic Development Corporation: (936) 825-2961 | Tourism: (936) 825-7055 | Fire Department: (936) 825-7388 |

| Library: (936) 825-6744 | Parks & Recreation/Navasota Center: (936) 825-2241 | Police Department: (936) 825-6124 | Public Works: (936) 825-6450 |

Send all mail to:P.O. Box 910

Navasota, TX 77868

www.NavasotaTX.gov

June 19, 2009Address 1Address 2City, State ZIP

Dear Navasota City Employees:

This is a template for printing a letter onto the official Navasota stationery (revised in 2009). A few tips for creating a polished, easy-to-read letter are below.

Avoid using two returns after each paragraph. This template performs a similar task automatically, while saving space and preventing awkward page breaks. (Note: If you need a line break without the extra space after the paragraph, hold SHIFT and hit RETURN for a soft carriage return.)

Avoid double spaces after a period. That rule is a holdover from the days of typewriters—before powerful word-processing software.

To use this template, please erase this text and begin typing. You are strongly urged to not change the font or increase the font size. This size has been tested and is legible for the vast majority of people. If someone needs the text to be larger, chances are they have reading aids already in their possession for this purpose.

It is also advised that you avoid excessive formatting (i.e., bold, all caps, italics, underlines), as this not only decreases readability, but it also can create confusion and a less professional image.

Enjoy printing on your official, professionally designed Navasota stationery.

Regards,

v.creative studioresults. by design.


Stationery/Pre-Printed Letterhead

5.25”

.4375”

.2728”

1.625”

.4459”

.75”

2.25”(from top)

Body of Letter: Times 11 pt., 14 pt. leading, 14 pt. space after each paragraph (Only one return is needed after each paragraph.) (Leading is “line spacing” in MS Word.)

Address “Lockup”: Myriad Pro Regular 8 pt., 10 pt. leading, -6 pt. tracking

Web Address: Myriad Pro Semibold 8 pt., 10 pt. leading, -6 pt. tracking, and additional kerning for certain letter pairs

Note: Always capitalize “N” and “TX” in the Navasota URL.

Department Names: Myriad Pro Semibold 8 pt. with 12 pt. leading and -6 pt. tracking

All Other Text: Myriad Pro Regular 8 pt. with 12 pt. leading and -6 pt. tracking

Notes: Maintain the “pyramid” stacking when •adding or changing this information.City Hall location is always on top and •is written as a sentence (to avoid the appearance it was mistakenly not bolded).The last line must always be the longest.•Departments are in alphabetical order.•

.90”

.75”

.4108”

.875”

2.125”

There are two options for creating a letter on Navasota letterhead: printed and electronic. The pre-printed letterhead can be placed into a desktop printer, and your letter will print directly onto the pre-printed page. The stationery/pre-printed letterhead must be printed via offset printing (“lithography”) using the Navasota Pantone® colors: PMS 2935 blue and PMS 186 red.

A Microsoft® Word template has been created that matches the specifications and margins below. The template for using pre-printed letterhead is called Letterhead_PRINT_template.dot and has been provided to the City for your use.

In order to maintain the distinctive, professional Navasota Brand Identity, please use and strictly adhere to this template.

June 19, 2009Address 1Address 2City, State ZIP

Dear Navasota City Employees:

This is a template for creating electronically transmitted letters (e.g., e-mailed letters). Please do not use this template to print text onto existing or pre-printed letterhead. This is not a substitute for creating a hard copy letter. Only the pre-printed letterhead, approved by the Marketing Department may be used for that purpose.

Please do not use two returns after each paragraph. This template has been set up in such a way that two returns are not necessary. This will conserve valuable resources, and it will create a more professional look for the city’s correspondence. (Note: If you need a line break without the space after the paragraph, type Shift+Return for a soft carriage return.)

The same rule holds true for double spaces after a period. Both of these “rules” are holdovers from the days of typewriters—before powerful word-processing software.

To use this template, please erase this text and begin typing. You are strongly urged to not increase the font size. This size is legible for the vast majority of people. If someone needs the text to be larger, chances are that they have reading aids already in their possession for this purpose.

It is also advised that you avoid excessive formatting (i.e., bold, all caps, italics, underlines), as this not only decreases readability, but it also can create confusion and a less professional image.

Enjoy your new letterhead template.

Regards,

v.creative studioresults. by design.


Letterhead (Electronic)

5.0”

.25”.25”

.25”.2728”

1.625”

.4459”

.875”

2.2”(from top)

Body of Letter: Times 11 pt., 14 pt. leading, 14 pt. space after each paragraph (Only one return is needed after each paragraph.) (Leading is “line spacing” in MS Word.)

Address “Lockup”: Myriad Pro Regular 8 pt., 10 pt. leading, -6 pt. tracking

Web Address: Myriad Pro Semibold 8 pt., 10 pt. leading, -6 pt. tracking, and additional kerning for certain letter pairs

Note: Always capitalize “N” and “TX” in the Navasota URL.

Department Names: Myriad Pro Semibold 8 pt. with 12 pt. leading and -6 pt. tracking

All Other Text: Myriad Pro Regular 8 pt. with 12 pt. leading and -6 pt. tracking

Notes: Maintain the “pyramid” stacking when •adding or changing this information.City Hall location is always on top and •is written as a sentence (to avoid the appearance it was mistakenly not bolded).The last line must always be the longest.•Departments are in alphabetical order.•

.90”

.75”

.4416”

.875”

2.25”

There are two options for creating a letter on Navasota letterhead: electronic and printed. While printing onto pre-printed stationery may be the most familiar option to many, creating and transmitting a letter electronically has become increasingly common. It saves postage, paper, and time.

A Microsoft® Word template has been created that matches the specifications and margins below. The template for creating and electronic letter on Navasota letterhead is called Navasota_e-Letterhead.dot and has been provided to the City for your use.

This template was created to enable the recipient of the letter to print a copy on their home/desk printer, if they choose. This is not an acceptable substitute for the pre-printed official Navasota letterhead. Always use the pre-printed letterhead and appropriate template to print and mail a letter.

In order to maintain the distinctive, professional Navasota Brand Identity, please use and strictly adhere to this template.


Angelica GundersonDirector of Department

Public Works221 S. Railroad St. Navasota, TX 77868

tel: 936-825-0000 fax: 936-825-0000

[email protected]

.25”

.25” .25”

.25”

.7608”Always align all info on the card from the “bottom up” (i.e., align the baseline of the e-mail address with the baseline of the mailing address on the right.)

1.736”

1.625”

.445

9”

Space varies with amount of textEmployee Name: Myriad Pro Semibold 9 pt.

Job Title: Myriad Pro Regular 9 pt. (break to two lines if necessary)

Notes:All text has -15 tracking, and 9 pt. leading.•All other text is Myriad Pro Regular 8 pt.•Use Myriad Pro Semibold for “tel” and “fax.”•Capitalize first/last initials in e-mail address, •and always capitalize ”N” and “TX” in the Navasota URL.

URL: Myriad Pro Bold 8 pt. -20 pt. tracking

Note: Always capitalize ”N” and “TX” in the Navasota URL.

Address: Myriad Pro Regular 7.5 pt. 7.5 pt. leading, -6 pt. tracking

Greg F. JacksonImportant Manager

City Hall 202 E. Washington Ave. Navasota, TX 77868

tel: 936-825-0000 fax: 936-825-0000 tel: 936-825-0000 after hours

[email protected]

.25” Always align all info on the card from the “bottom up” (i.e., align the baseline of the e-mail address with the baseline of the mailing address on the right.)

Space varies with amount of text

In cases where an additional phone number or unusually long job title is necessary, adjust the space between the “groups” of information (not the leading).

1.625”

.1974”

.445

9”

.1058”

Business Cards

The business card is a very visible and public representation of any organization. Attention to details such as alignment and typographical sizes is paramount to imparting a professional, clean, inviting image of Navasota. In the same way that attire creates a strong impression of a person, business cards speak volumes about the organization they represent.

Navasota’s business cards are printed with its two Pantone® colors in large quantities known as “shells.” Then, individuals’ cards are printed in black ink onto the shells. This process ensures consistency and is more economical than printing cards anew each time or than printing them in four-color process. It is important to always use (and ensure the accuracy of) the PMS colors when printing batches of business card shells, as this helps maintain the integrity of the Navasota Brand Identity.

“So” Watermark: This element of the logo is for special uses only. Its use should be very limited and must be approved by the Marketing Coordinator. When on a solid Navasota red background, the watermark will need to be a 70–85% tint, depending on paper stock, printing line screen, and resolution.


Envelopes and Fold-Over Card

Address “Lockup”: Myriad Pro Regular 8 pt., 9 pt. leading, -6 pt. tracking, and custom kerning for certain letter pairs


Fold Over Cards: An A2 fold-over card (which goes into the A2 envelope) consists of a simple design: a three-inch wide, two-color Navasota logo and tag line combination centered on the front panel.

“So” Watermark: This element of the logo is for special uses only. Its use should be very limited and must be approved by the Marketing Coordinator. When appearing on a white background, it should be a 5% tint of Navasota red.

“So” Watermark: This element of the logo is for special uses only. Its use should be very limited and must be approved by the Marketing Coordinator. When appearing on a white background, it should be a 5% tint of Navasota red.


#10 Envelope (9.4375” x 4.125”)

#10 Window Envelope (9.4375” x 4.125”)

A2 Envelope (5.75” x 4.375”)

.4459”

.4459”

.4459”

1.625”

1.625”

1.625”

.375”.375”

.375”

.125”.1465”

2.8036”

2.0219”

.375”

.375”

.375”

Always left-align the address with the tag line.



.125”.1465”

2.8036”

2.0219”


Embroidered, Silk-Screened, Specialty Items

Two-Color Logo (Preferred): Please use the two-color version of the Navasota logo on these (and similarly-colored) items:

One-Color [White] Logo: Please use an all-white (“reversed”) version of the Navasota logo on these (and similarly-colored) items:

One-Color [Black] Logo: In some cases, the color logo does not complement light-colored apparel. In such cases, please use the all-black logo on these (and similarly-colored) items:

City Uniforms: Denim-colored uniforms may bear the color logo when used with a white patch.

When creating apparel/accessories that bear the Navasota logo, it is important to follow these guidelines. Ensuring a consistent application of the Navasota Brand Identity is critical to the enhancement of the City’s image and reputation—to visitors, residents, and the general public. Wherever possible, use the color logo on apparel, caps, outwear, etc.

Occasionally, a vendor may have to select colors of substrate (vinyl, thread, paint, etc.) that are not exact but are the closest match to the Navasota colors. In such cases, please ensure that the vendor is using a recent edition of the Pantone® Formula Guide and is matching the “spot” color and not the “process” color.

Specialty Items: In some cases, the logo may need to appear in a size that is too small for the tag line to be legible (e.g., on a pen). In these cases, use the logo without the tag line (these files are available from the Marketing Coordinator).

Acceptable Logo Color Versions: The logo has been designed so that these color options will meet almost every marketing, design, layout, printing, or office need. On specialty items, he logo may only appear in the colors shown to the right.

Special Logo Exceptions: Though it may seem reasonable to modify the way the logo appears, doing so must be avoided at all costs, unless special permission has been granted by the Marketing Coordinator. This would only happen in a rare case and absolutely must be approved (and preferably performed by) the Marketing Coordinator.

Two-Color Logo: Pantone® 2935 & Pantone® 186

White Logo

Black Logo

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