graphics standards manual · the identity graphic must be displayed on white or near-white...

Graphics standards ManualOctober 2007

city Manager’s Message

October 2007

The organization-wide identity graphic represents the City of Lawrence as the entire

municipal government, as well as its departments.

An identity graphic is an important tool in an organization. The symbol represents the people,

programs, and services provided as well as the organization’s reputation. When an identity is

properly deployed, the results can be lasting and powerful — crystallizing thought, clarifying

message and increasing value.

Identity graphics rarely change because over time name and image recognition are achieved.

Such recognition is highly valued; therefore it is imperative that we use these graphics accord-

ing to the design guidelines. This manual outlines those guidelines, detailing color, size, and font

requirements in order for our chosen symbol to accurately and consistently represent the City of

Lawrence in all of the many ways we use it.

David Corliss,

City Manager

identity Elements

The City of Lawrence’s identifying graphic has two elements: symbol and logotype.

Our syMbOl

The symbol is two shapes in one. The Phoenix rising from up the ashes, and

the image of a flame, an important element from Lawrence’s fiery history.

Our lOGOtypE

The type for each department is bold and recognizable, resting under the

words “City of Lawrence.” The logotype for “City of Lawrence,” is an elegant,

yet practical serif font.

colors

The City of Lawrence identity graphic can be used in two varieties: one-color design and a black & white design

OnE-cOlOr dEsiGn

The one color design is used whenever the printed piece is executed in

only one color, that color being PMS 2758. The typography is printed in

100% PMS 2758. Use this design when the overall design is executed

better with one color instead of black and white.

black & WhitE dEsiGn

The black & white design is used whenever the printed piece is being

executed in only one color, that color being black, or when the overall

design is executed in black plus a color other than the PMS blue.

backGrOund cOlOrs

The identity graphic must be displayed on white or near-white back-

grounds, so that its appearance reflects the PMS colors. If using a

background color other than white, the identity graphic should be in

black ink only. When used on a dark background, the identity graphic

should be white.

usage Guidelines


usE as a WhOlE

The identity graphic should not separated, broken

down in parts, or combined with other imagery. Use of

the identity graphic is confined to use of the specific,

approved identity without alteration. Use of the identity

graphic should adhere to these Usage Guidelines. Any

variation should be approved in advance by the City

Manager’s Office.

applicatiOns

Use of the identity graphic is acceptable for the follow-

ing types of applications: print – all facets of print

including advertising, business cards, memos, station-

ary cards, internal and external newsletters, WEb,

siGnaGE, dirEctiOnal, architEctural,

VEhiclE, clOthinG.

backGrOund cOlOrs

The identity graphic must be displayed on white or

near-white backgrounds, so that its appearance reflects

the PMS colors. If using a background color other than

white, the identity graphic should be in black ink only.

When used on a dark background, the identity graphic

should be white.

FOnts

Fonts recommended for use with materials that best

compliment the identity, leading, size relationships,

justification, etc., are as follows. print: Arial, Cen-

tury, Century Old Style, Helvetica, Tahoma, Times New

Roman. WEb: Arial, Helvetica, Times or the closest

usable font

sizE

Recommended minimum size of the identity graphic

is no less than 1” in width. When resizing the identity,

remember to maintain the proportions. Do not distort

the proportion by stretching to fit a location.

usage Guidelines


VErtical usE

Image sizes for vertical signatures are:

- 3.5” X 3”

- 7.5” X 6.1”

hOrizOntal usE

Image sizes for Horizontal signatures are:

- 4” X 1.2”

- 8.5” X 2.45”

cOlOr spEciFicatiOns

• Pantone - 100% PMS 2758

• CMYK breakdown: C 100%, M 94%, Y 27%, K 25%

• RGB breakdown: R: 0, G: 29, B: 104

• Hexadecimal: #001d68

spacinG

Clear space around the identity graphic should be no

less than the measure of one half the height of the icon

of the Phoenix, regardless of the size of the identity.

nOMEnclaturE GuidElinEs

• For department usage, the words “City of Lawrence”

must appear above the department name.

• The word order for departments is to list only the

department name, i.e. Public Works. Don’t include the

word “Department.”

Vertical use

Vertical Signatures may be used in the following manner

OnE-cOlOr siGnaturE

When reproducing the signature in color, use the Pan-

tone color 2758 and white.

black & WhitE siGnaturE

This signatures may be used with 100% black & white.

horizontal use

One-color signature

citywide Graphic

Pantone 2758, white

One-color signature

department Graphic

Pantone 2758, white

black & White signature

citywide Graphic

100% black, white

black & White signature

department Graphic

100% black, white

usage Examples

printed documents

date of implementation

The following items will be purchased using the new design

with the first purchase after date of implementation:

• print – advertising, business cards, memos, stationary

cards, promotional materials, billing statements

• internal and external newsletters

• signage

• directional

Envelope

6 East 6th Street/P.O. Box 708 Lawrence, KS 66044lawrenceks.org

letterhead

facsimile

Date:

To:

Company:

Re:

No. Pages (including this sheet)

From

Message/Comments:

6 East 6th Street/P.O. Box 708Lawrence, KS 66044

(785) 832-3000lawrenceks.org

Fax

clothing

business card

John SmithAdministrator

[email protected] PHONE: (785) 832-3400

FAX: (785) 832-3405

6 East 6th St.PO Box 708Lawrence, KS 66044www.lawrenceks.org

• Vehicle

• textile/clothing

architectural - New buildings following implementation,

future building replacement.

letterhead - To reduce production costs, letterhead will be

generated in house at the time of letter printing on quality

printers using bond paper..

John SmithAdministrator

[email protected] PHONE: (785) 832-5555

FAX: (785) 832-1111

6 East 6th St.PO Box 708Lawrence, KS 66044www.lawrenceks.org

Fax and letterheads will have department-specific graphic identities, in addition to its name and contact information

Templates are available on the city intranet by going to http://intranet/, then click on “CITY INFO,” and then click on “City Icons.”

Web site use

Web site signature

header icon

Slight drop shadow added to symbol and

logotype, with the word “Kansas” added. This

signature should only be used for the web site.

Web site signature

Footer icon

Smaller icon, symbol only, no drop

shadow.

date of implementation

Signatures for the web will be ready for use immediately after the date of implementation.

Because of the nature of graphic usage on the

world wide web, these are approved deviations

from the guidelines outlined in this manual.

Use is restricted to web only.

E-mail signatures

With embedded image

• “City of Lawrence” 3-inch horizontal

citywide identity graphic (optional if sending

e-mail with plain text formatting)

• Arial font, 12 pt. size

• Bold name, italic title, e-mail address

• Department or division name

• Link to lawrenceks.org

• Department or division mailing address

• Office phone and fax numbers

Excluded:

• Backgrounds

• Disclaimer statements

• Inspirational quotes

• All other items

E-mail images are on the network at:

http://intr ignature/signature.gif

Instruct

age to e

http://o

aspx?As

gin=RC0

anet/all/citymgr/icons/E-mail_S

ions from Microsoft on adding an im-

-mail signatures are online at:

ffice.microsoft.com/training/Training.

setID=RP011892011033&CTT=6&Ori

11891991033

http://office.microsoft.com/training/Training.aspx?AssetID=RP011892011033&CTT=6&Origin=RC011891991033http://intranet/all/citymgr/icons/E-mail_Signature/signature.gif

City Seal for Official Documents

The identity graphic is used in most applications by City of Lawrence

departments. In ceremonial documentation and official records, the City

Seal will be used.

The City Seal pictured here is the “Official Seal” of the City of Lawrence

for use in official situations where placement of the seal is appropriate.

The identity graphic graphics system does not replace the seal in ap-

propriate uses.

color city seal

black & White city seal

Examples of identity Graphic Misuse

To preserve the integrity of the City of Lawrence’s identity, never alter the approved signature configurations. Always reproduce the

signature according to the guidelines and use approved digital artwork. Shown below are some examples of incorrect usage.

Any changes or new signatures are to be created and distributed only by the City Manager’s Office.

Do not use the Phoenix

without the words “City

of Lawrence,” except

on the web site

Do not reverse the direction

of the Phoenix

Do not modify the colors

Do not distort any parts of the signature by stretching vertically, horizontally or slanting.

department Examples - horizontal

department Examples - Vertical