City of Chandler

📋 1 Guidelines

🔗 Connections

Sector

Public sector Tourism

Region

Usa

Guideline Year

2022

Language

English

Tags

City Regional

Official Websites

Brand Guidelines

2022

Brand Summary

Mission
  • A safe community that connects people, chooses innovation, and inspires excellence.
Core Values
  • safety
  • connection
  • innovation
  • excellence
  • inclusivity
  • diversity
Target Audience
  • Residents (past, existing, and potential), business community, entrepreneurs, local workforce, visitors, tourists, event attendees, city employees, official vendors/partners, and government officials.
Personality Traits
  • vibrant
  • forward-thinking
  • inclusive
  • community-oriented
  • personable
  • engaging
  • modern
  • trusted
  • helpful
Visual Identity Overview
  • The visual identity features a modern, clean style with a focus on vibrant, warm, and natural imagery. The logo uses stylized landscape and city elements in primary brand colors (blue, burgundy, gray, yellow, etc.), with clear guidelines for logo usage, typography (Montserrat, Merriweather, Open Sans), and color palette. Visuals emphasize people, community, and innovation, with consistent layouts and iconography.

Categories

Brand Voice
  • While staying within the established City of Chandler brand standards, the tone of each department’s messaging has been further refined to reflect the audiences you communicate with, as well as the potential content you may write about. These words are a simple guide to help you start writing.
  • When considering your messaging, the characteristics may be used as a checklist to ensure the tone stays consistent regardless of communication format. Not all characteristics need to be used for every message, but it is important that the tone doesn’t contradict the characteristic words.
  • When communicating with Residents and Visitors, Parks and Recreation would focus on a Neighborly tone. To ensure this tone is reached, you can quickly use the characteristic for this audience to check if your messaging is on track. In this example, you would ask yourself, is it enriching? Is the content fun? Does it sound exciting? Do the words convey a city that is friendly? Is it inclusive and diverse enough to be relatable to different demographics within this audience? Is it friendly and relaxed? If yes, you can feel confident your communication will be consistent with all other messaging for Community Services.
  • It is best to keep messaging as brief and simple as possible. To maintain a professionally personable tone, avoid the use of acronyms, jargon or slang. For most audiences, approach messaging as a conversation.
Brand Imagery
  • Photography should be vibrant, warm, uplifting and feel natural vs. posed. Whenever possible people should be involved, even if the subject is a building or object. For example, if you need to shoot a recycling bin, a person could be throwing a bottle into the bin. Or if it’s a building, have one or more people walking into or nearby while you capture the shot. This can’t be accomplished in all cases, but should be a goal. When composing a shot, keep the visual elements simple, eliminating as much background noise as possible. Make sure the main subject is 1/2 to 3/4 of the photo’s weight.
  • Bright, natural lighting
  • Warm tones
  • Focus on people and local voices
  • Avoid overly posed people or compositions
  • Focus on details and the composition of your images
  • We recommend lightening and brightening the photos as needed. (Pull up shadows, decrease gamma and increase exposure.) Also, consider adding a 60% brand yellow with a “Soft Light” filter to create a “sunny” feel.
Color Palette
  • PRIMARY SECONDARY CHANDLER BLUE CHANDLER BURGUNDY CHANDLER GRAY YELLOW RUST PLUM BLUE AQUA SAGE LIGHTGRAY PANTONE® 2188 PANTONE® 222 PANTONE® 431 PANTONE@ 7405 PANTONE® 767 PANTONE® 7657 PANTONE® 3005 PANTONE® 3272 PANTONE® 624 PANTONE® Cool Grayl CMYK 100 / 43 / 0 / 55 CMYK 21 / 100 / 7 / 52 CMYK 63 / 45 / 34 / 25 CMYK0/8/700/ 7 CMYK 0 / 73 / 700 / 75 CMYK49/99/0/27 CMYK 700 / 35 / 0 / 2 CMYK 700 / 0 / 57 / 0 CMYK 53 /76 /38 / 7 CMYK70/7/5/0 RGB 243 / 205 / 0 RGB 789 / 85 / 32 RGB 117 / 53 / 107 RGB 0 / 725 / 792 RGB 0 /767 /747 RGB 724 / 759 / 738 RGB 279 / 279 / 277 RGB0/77/116 RBG 122 / 33 / 70 RGB 89 / 107 / 110 HEX# F3CD00 HEX# BD5520 HEX# 75356B HEX#007DC0 HEX# 00A793 HEX# 7C9F8A HEX# DBDBD3 HEX# 004D74 HEX# 7A2146 HEX# 596B6E
  • Primarily use Chandler Blue, Maroon or Gray as your FOCUS color in your design (weighted Chandler Blue). If you use Maroon or Gray as your FOCUS color, consider ANCHORING your design with Chandler Blue. However, a colored ANCHOR is not a requirement. The BODY should stay neutral (light gray or white).
  • Photography will necessitate the elimination of color in these examples in order to keep the design clean.
Typography
  • HEADLINE: MONTSERRAT Light, Regular, Medium, SemiBold, Bold
  • BODY: MERRIWEATHER Light, Regular, Bold
  • ACCENT: MERRIWEATHER Italic
  • City of Chandler graphic designers and the video team may use additional personality typefaces at their discretion.
  • Open Sans is the primary font to be used in web application. Open Sans may also be used in print and other applications when Montserrat is not available or the collateral calls for an alternate sans serif typeface.
  • OPEN SANS Light, Regular, SemiBold, Bold
  • Headlines should be set in Montserrat Bold. There is flexibility to increase the weight if the design calls for it. (Reversed out of a color or photo.) Sparingly use Merriweather Italic for a word here and there, but be careful not to overuse this accent font.
  • Subheads should be set in Montserrat, SemiBold or Bold.
  • Body text should be set in Merriweather Light or Regular. For a clean look, increase line spacing.
  • Colors can vary depending on the project, but keep within the primary color range.
Logo Usage
  • PRIMARY LOGOS/VERSIONS CHANDLER arizona FULL COLOR CHANDLER arizona BLUE CHANDLER arizona BURGUNDY CHANDLER arizona GREY CHANDLER arizona BLACK CHANDLER arizona WHITE
  • VERTICAL LOGO (Same color versions as the primary logo.)
  • LOGO BUG (Same color versions as the primary logo. See page 5 for usage)
  • MASTER LOGO W/TAGLINE (Optional)
  • LOGO usage
  • ON LIGHTER TONES OR PHOTOS (Screensofsecondarycolorsokay)
  • ON MEDIUM/DARKER TONES
  • LOGO BUG ONLY On occasion, using the logo bug only is permissible. Here are a few “rules” to determine if you’re able to do so.
  • INTERNAL: The logo bug can be used as the primary mark on internal communications - Make sure “City of Chandler” is at least mentioned in the headline or text on the face of the document - It is advisable to use the full logo somewhere on the document as well, but it’s not necessary - Please seek approval from the Communications and Public Affairs division if in question
  • EXTERNAL: - The full logo MUST be used as the primary, front-facing logo on external documents - The logo bug can be used as a secondary accent mark within the piece or on the back
  • CLEAR SPACE
Tone And Messaging
  • While staying within the established City of Chandler brand standards, the tone of each department’s messaging has been further refined to reflect the audiences you communicate with, as well as the potential content you may write about. These words are a simple guide to help you start writing.
  • When considering your messaging, the characteristics may be used as a checklist to ensure the tone stays consistent regardless of communication format. Not all characteristics need to be used for every message, but it is important that the tone doesn’t contradict the characteristic words.
  • It is best to keep messaging as brief and simple as possible. To maintain a professionally personable tone, avoid the use of acronyms, jargon or slang. For most audiences, approach messaging as a conversation.
  • When communicating with Residents and Visitors, Parks and Recreation would focus on a Neighborly tone. To ensure this tone is reached, you can quickly use the characteristic for this audience to check if your messaging is on track. In this example, you would ask yourself, is it enriching? Is the content fun? Does it sound exciting? Do the words convey a city that is friendly? Is it inclusive and diverse enough to be relatable to different demographics within this audience? Is it friendly and relaxed? If yes, you can feel confident your communication will be consistent with all other messaging for Community Services.
  • Quality of Life º Neighborhoods º Innovation & Technology º Economic Vitality º Mobility While it’s important to always communicate in a manner that supports all of the City of Chandler’s brand pillars, spotlight pillars have been defined for each audience within the Messaging Lexicon to further assist you.
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE NEIGHBORLY PERSONABLE KNOWLEDGEABLE CHARACTERISTICS HELPFUL ENRICHING FUN EXCITING INCLUSIVE DIVERSE RELAXED FAMILY-ORIENTED FRIENDLY CONVERSATIONAL HELPFUL INCLUSIVE DIVERSE ENRICHING FUN UNIQUE CONCISE ACCESSIBLE INFORMATIVE HELPFUL INCLUSIVE DIVERSE COLLABORATIVE CONCISE ENRICHING BRAND PILLARS FOCUS QUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY INNOVATION & TECHNOLOGY ECONOMIC VITALITY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE EXCITING ENGAGING COLLABORATIVE CHARACTERISTICS LIGHTHEARTED HELPFUL FUN ENTICING INCLUSIVE DIVERSE FRIENDLY FAMILY-ORIENTED SAFETY ACCESSIBLE PERSONABLE HELPFUL INCLUSIVE DIVERSE FUN UNIQUE ACCESSIBLE VIBRANT GROWING HELPFUL MODERN INCLUSIVE DIVERSE ENGAGING LEGACY KEEPERS INNOVATIVE BRAND PILLARS FOCUS QUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY MOBILITY ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY NEIGHBORHOODS QUALITY OF LIFE INNOVATION & TECHNOLOGY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE FRIENDLY WELCOMING COLLABORATIVE CHARACTERISTICS HELPFUL PERSONABLE SAFE INCLUSIVE DIVERSE WELCOMING WARM ACCEPTING INVITING HELPFUL PERSONABLE SAFE INCLUSIVE DIVERSE ACCEPTING FLEXIBLE HELPFUL PERSONABLE SAFE COMPLIANT INCLUSIVE DIVERSE WELCOMING ACCEPTING BRAND PILLARS FOCUS QUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY MOBILITY ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY QUALITY OF LIFE ECONOMIC VITALITY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE INVITING THRIVING COLLABORATIVE CHARACTERISTICS ENTICING HELPFUL PERSONABLE TECHNOLOGICALLY ADVANCED DIVERSE WELCOMING ENGAGING FUN ACCEPTING EXCITING PERSONABLE CONNECTING PROFESSIONAL DIVERSE WELCOMING ACCEPTING FLEXIBLE MODERN TRUSTING ENGAGING EFFICIENT MODERN EDUCATIONAL ENTICING EXCITING INCLUSIVE DIVERSE PROFESSIONAL HELPFUL TRUSTED BRAND PILLARS FOCUS QUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY MOBILITY ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY QUALITY OF LIFE ECONOMIC VITALITY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE FRIENDLY APPROACHABLE EFFICIENT CHARACTERISTICS PERSONABLE CAPABLE SAFE INCLUSIVE DIVERSE OPEN ENGAGING TRUSTED RELIABLE DISTINGUISHED CONNECTING INCLUSIVE CAPABLE DIVERSE WELCOMING TRUSTED HELPFUL APPROACHABLE RELIABLE SAFE INCLUSIVE DIVERSE WELCOMING TRUSTED BRAND PILLARS FOCUS QUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY MOBILITY ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY QUALITY OF LIFE ECONOMIC VITALITY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE NEIGHBORLY NEIGHBORLY NEIGHBORLY CHARACTERISTICS ON-TREND MODERN SAFE INCLUSIVE DIVERSE ENGAGING SOPHISTICATED INNOVATIVE ON-TREND MODERN SAFE INCLUSIVE DIVERSE ENGAGING SOPHISTICATED INNOVATIVE EDUCATION PRESERVATION COMPLIANCE SAFE TRUSTED BRAND PILLARS FOCUS QUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY MOBILITY ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY QUALITY OF LIFE NEIGHBORHOODS NEIGHBORHOODS MOBILITY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE TRUSTED CAPABLE EFFICIENT CHARACTERISTICS PERSONABLE SAFE DIVERSE OPEN ENGAGING RELIABLE DISTINGUISHED CONNECTING DIVERSE WELCOMING TRUSTED SERVICE-ORIENTED HELPFUL APPROACHABLE RELIABLE SAFE DIVERSE WELCOMING TRUSTED BRAND PILLARS FOCUS QUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY MOBILITY QUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY MOBILITY QUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY MOBILITY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE HELPFUL TRANSPARENT EFFICIENT CHARACTERISTICS PERSONABLE INCLUSIVE DIVERSE ENGAGING TRUSTED RELIABLE INCLUSIVE DIVERSE ENGAGING TRUSTED RELIABLE HELPFUL PERSONABLE DIVERSE ENGAGING TRUSTED RELIABLE BRAND PILLARS FOCUS QUALITY OF LIFE INNOVATION & TECHNOLOGY QUALITY OF LIFE ECONOMIC VITALITY INNOVATION & TECHNOLOGY QUALITY OF LIFE ECONOMIC VITALITY INNOVATION & TECHNOLOGY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE ENGAGING PROFESSIONAL INFORMATIVE CHARACTERISTICS AUTHENTIC HELPFUL CONNECTING PERSONABLE TECHNOLOGICALLY ADVANCED DIVERSE WELCOMING CONSISTENT CONNECTING INNOVATIVE EDUCATIONAL KNOWLEDGEABLE EFFICIENT INCLUSIVE DIVERSE PERSONABLE INNOVATIVE EDUCATIONAL KNOWLEDGEABLE EFFICIENT INCLUSIVE DIVERSE APPROACHABLE BRAND PILLARS FOCUS MOBILITY QUALITY OF LIFE INNOVATION & TECHNOLOGY ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY MOBILITY QUALITY OF LIFE ECONOMIC VITALITY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE HELPFUL HELPFUL INFORMATIVE CHARACTERISTICS STREAMLINED CONVENIENT PERSONABLE INNOVATIVE RELIABLE EASY KNOWLEDGEABLE STREAMLINED CONVENIENT INNOVATIVE PERSONABLE RELIABLE CONSISTENT KNOWLEDGEABLE STREAMLINED CONVENIENT INNOVATIVE APPROACHABLE RELIABLE CONSISTENT KNOWLEDGEABLE BRAND PILLARS FOCUS NEIGHBORHOODS QUALITY OF LIFE INNOVATION & TECHNOLOGY ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY NEIGHBORHOODS QUALITY OF LIFE ECONOMIC VITALITY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE HELPFUL HELPFUL ENCOURAGING CHARACTERISTICS STREAMLINED CONVENIENT ACCESSIBLE DIVERSE INCLUSIVE INNOVATIVE FUN RELIABLE EASY KNOWLEDGEABLE STREAMLINED CONVENIENT INNOVATIVE PERSONABLE RELIABLE CONSISTENT KNOWLEDGEABLE EFFICIENT FUN PERSONABLE INNOVATIVE RELIABLE CONSISTENT KNOWLEDGEABLE DIVERSE INCLUSIVE BRAND PILLARS FOCUS QUALITY OF LIFE INNOVATION & TECHNOLOGY ECONOMIC VITALITY INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY QUALITY OF LIFE ECONOMIC VITALITY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE JUDICIOUS JUDICIOUS JUDICIOUS CHARACTERISTICS CARING ADVISORY ACCESSIBLE DIVERSE INCLUSIVE PERSONABLE TRUSTED KNOWLEDGEABLE ADVISORY ACCESSIBLE DIVERSE INCLUSIVE PERSONABLE TRUSTED KNOWLEDGEABLE ADVISORY ACCESSIBLE DIVERSE INCLUSIVE APPROACHABLE TRUSTED KNOWLEDGEABLE BRAND PILLARS FOCUS QUALITY OF LIFE QUALITY OF LIFE QUALITY OF LIFE
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE MODERN KNOWLEDGEABLE CLEAR CHARACTERISTICS CONVENIENT ACCESSIBLE CONFIDENT INNOVATIVE RELIABLE EASY EFFICIENT CONVENIENT INNOVATIVE EASY CONFIDENT RELIABLE CONSISTENT EDUCATIONAL EFFICIENT KNOWLEDGEABLE EFFICIENT RELIABLE PERSONABLE INNOVATIVE EDUCATIONAL KNOWLEDGEABLE CONFIDENT BRAND PILLARS FOCUS QUALITY OF LIFE INNOVATION & TECHNOLOGY ECONOMIC VITALITY INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY QUALITY OF LIFE
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE HELPFUL INFORMATIVE INFORMATIVE CHARACTERISTICS STREAMLINED CONVENIENT PERSONABLE INNOVATIVE RELIABLE EASY KNOWLEDGEABLE STREAMLINED CONVENIENT INNOVATIVE PERSONABLE RELIABLE CONSISTENT KNOWLEDGEABLE STREAMLINED CONVENIENT INNOVATIVE APPROACHABLE RELIABLE CONSISTENT KNOWLEDGEABLE BRAND PILLARS FOCUS NEIGHBORHOODS QUALITY OF LIFE INNOVATION & TECHNOLOGY ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY NEIGHBORHOODS QUALITY OF LIFE ECONOMIC VITALITY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE JUDICIOUS JUDICIOUS JUDICIOUS CHARACTERISTICS ADVISORY ACCESSIBLE DIVERSE INCLUSIVE PERSONABLE TRUSTED KNOWLEDGEABLE ADVISORY ACCESSIBLE DIVERSE INCLUSIVE PERSONABLE TRUSTED KNOWLEDGEABLE ADVISORY ACCESSIBLE DIVERSE INCLUSIVE APPROACHABLE TRUSTED KNOWLEDGEABLE BRAND PILLARS FOCUS QUALITY OF LIFE INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE ENGAGING INFORMATIVE INFORMATIVE CHARACTERISTICS STREAMLINED CONVENIENT PERSONABLE INNOVATIVE FUN RELIABLE EASY KNOWLEDGEABLE PLAYFUL STREAMLINED CONVENIENT INNOVATIVE PERSONABLE RELIABLE FUN CONSISTENT KNOWLEDGEABLE STREAMLINED CONVENIENT INNOVATIVE APPROACHABLE RELIABLE CONSISTENT KNOWLEDGEABLE FUN BRAND PILLARS FOCUS NEIGHBORHOODS QUALITY OF LIFE INNOVATION & TECHNOLOGY ECONOMIC VITALITY NEIGHBORHOODS INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY MOBILITY QUALITY OF LIFE ECONOMIC VITALITY
  • To showcase the City of Chandler to visitors, residents, businesses/entrepreneurs and local government employees as a vibrant, forward-thinking, inclusive and community-oriented destination. The city’s official social media presence should seek to inform, inspire and resonate through high-quality, creative visuals, themes and messaging. Everyone who lives, works or plays in the City of Chandler should feel proud of their community’s representation on social media and seek to actively engage and interact with what they see.
  • Support the City of Chandler’s updated brand and messaging by providing a seamless and engaging experience for visitors, residents, the business community and local government employees. The city’s brand should remain unmistakable not only within the Phoenix area but regionally and beyond.
  • Nurture and amplify the City of Chandler’s audiences with useful, engaging and relevant content as well as grow the city’s audiences long-term with content that is eye-catching and inspirational.
  • Showcase and promote the City of Chandler’s ongoing community initiatives, generating meaningful interest and advocacy, including but not limited to, increased event attendance, programming participation, community support for City of Chandler-driven causes or initiatives and awareness surrounding essential happenings.
  • Keep captions short for readability and interest.
  • Description longer than 3-4 sentences? Write a teaser to summarize and then redirect to a webpage. Keep it short and moving.
  • Humor is good! Keep it universal, appropriate and approachable. Avoid sarcasm, being too clever or pretentious.
  • Be aware of proper usage.
  • Only the first word of each sentence should be capitalized. No ALL CAPS.
  • Avoid exclamation points; convey excitement in the words and phrasing.
  • Avoid industry acronyms, jargon or slang (in general).
  • Reference the latest AP Style Guide per the City of Chandler’s brand book.
  • Don’t be afraid of emojis for effect on appropriate content but keep to a minimum.
  • Use strategically to ensure relevance to what you’re communicating.
  • Keep intentional when used.
  • Keep in mind the subject and audience of a particular post; only pair emojis with light, feel-good or overtly humorous content.
  • Include a relevant and trackable call-to-action when possible through tools like bit.ly, adding a phone number or using short and cleanly-written URLs that users can remember.
  • On Instagram direct traffic to “link in bio” when possible; don’t post URLs in captions as they won’t hyperlink. (Use short URLs, if you must.)
  • Keep targeted, relevant and lowercase. Usage on Facebook and Twitter should be limited and intentional; only use branded tags. On Instagram, use for purposes of post engagement and apply as the first comment, not part of caption for visual organization.
  • Consistent usage with all content
  • Additional tags for user-generated content from residents, business owners, visitors and use for ongoing photo contests
  • Additional tag for content specific to the local business/corporate community
  • Additional tag for content that highlights city employees
  • Additional tag specific to geographic area of Chandler
  • Additional tag specific to visitor-centric or quality of life content
  • User-generated content is essential. It is an authentic and firsthand view of those who live, work and play in your city.
  • Always acknowledge UGC by first “liking” and/or commenting on the original user’s post. People are “speaking” to you; let them know they’ve been heard. Search geotags, image/caption tags and relevant hash tags.
  • Seek out UGC that is high-quality, engaging and on-brand to re-share on the city’s social channels. Always get permission before reposting UGC.
Brand Values
  • “A safe community that connects people, chooses innovation, and inspires excellence.”
Visual Style
  • Bright, natural lighting
  • Warm tones
  • Focus on people and local voices
  • Avoid overly posed people or compositions
  • Focus on details and the composition of your images
Iconography
  • Font Awesome Light. Inside the “SVG” folder of this library, there is a “Light” folder with over 1,500 icons to choose from. These can be brought into Adobe Illustrator or Photoshop and colorized there. In most cases, the icons do not have a circle around them. This would be something that can be created in various Adobe programs. If you want to do the outline version, match the approximate line width of the icon inside. These can be created in different brand colors, and can be used as outlines or reversed out of sol id colors.
  • If a desired icon is NOT available in the Font Awesome package, please work with CAPA to find or create an icon for you.
Layout And Composition
  • Content shapes in different brand colors can be used in any dimension to contain text, photography or simply outlines that highlight specific callouts.
  • Dividing lines and bullets can be used to create simple, colorful visual interest. The dividers should be used horizontally, between sections of the design, and should have flat endcaps. Do not overuse bullets, and use them smaller than the default.
Stationery And Email Signature
  • CHANDLER Ia r i z o n a Community of Innovation
  • CHANDLER a r i z o n a Community of Innovation
  • Department Name Mail Stop 306 [ PO Box 4008 Chandler, AZ 85224-4008
  • First Name, Last Name Title Line One Title Line Two Department Division Name@chandleraz.gov chandleraz.gov 0: 000 000 0000 M: 000 ooo 0000 F: 000-000-0000 Mailing Address: Mail Stop 306 ] P.O. Box 4008 Chandler, AZ 85244-4008 Office Location: 905 Queen Creek Rd. Chandler, AZ 85286
  • Department Name T: 480 782 2200 I F: 480 782 2233 I Mail Stop 306, PO Box4008, Chandler, AZ 85224-4008 I Location: 905 Queen Creek Rd, Chandler, AZ 85286 I chandleraz.gov
  • PNG (150 to 200 pixels wide)
  • Arial or Open Sans Bold
  • Arial or Open Sans Regular
  • First Name Last Name
  • Job Title
  • City of Chandler | Department Name
  • 480-782-#### Direct
  • FirstName.LastName@chandleraz.gov
  • Pronouns: she, her, hers, he, him, his, they, them, their
  • (logo w/o tagline)
  • chandleraz.gov | Facebook | Twitter | Instagram | LinkedIn | YouTube
  • How was my service today? Visit chandleraz.gov/survey to take a quick survey.
  • We are hiring! Current Job Openings and Job Interest Card
Advertising Examples
  • [Figure description: Sample Print Ad Layouts - The image is a compilation of several print ad examples arranged horizontally. The first section features a rectangular image of a young boy with curly hair, dressed in a red shirt, playing with wooden blocks at a table with a background of wooden planks and a beige curtain, and includes text in light blue and yellow that reads ‘COMMUNITY of INNOVATION’. The lower part contains a white space with a logo and placeholder text. The second section displays a photo of a person holding a smartphone, with their face blurred, set against a blurred background of a cafe or similar setting; the overlaying text reads ‘QUALITY of LIFE’ in white on a dark blue banner. The third segment features four vertical panels with images: the first panel shows a woman with brown hair in sunglasses outdoors, the second shows a close-up of a person in glasses with a cityscape background, the third displays a child holding a megaphone in a park, and the fourth features a person working on a laptop wearing glasses and smiling; each panel is overlaid with text in yellow or white, reading ‘COMMUNITY’, ‘of’, ‘INNOVATION’, with a consistent blue banner at the bottom including a logo and placeholder text. The overall color scheme includes dark blue, yellow, light blue, and white, with consistent branding elements such as a logo and placeholder text at the bottom of each section. The image hints at digital or print advertising themes, emphasizing community, innovation, quality of life, and lifestyle.]COMMUNITY INNOVATION COMMUNITY of INNOVATION CHANDLER a r I z o n a a r I z o n a r i z o n a LOREM IPSUM DOLOR SIT AMET LOREM IPSUM DOLOR SIT AMET CHANDLER CHANDLER a Consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et Consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation LEARN MORE LEARN MORE LEARN MORE ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor ullamco laboris nisi ut aliquip ex ea commode consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident. Excepteur sint occaecat cupidatat non proident. CROTATING 300X6OO DIGITAL AD HANDLER CHANDLER Ima r i z o n a a r i z o n a PRINT EXAMPLES
  • [Figure description: Mobile Social Media Interface Series - The image depicts a series of five smartphones held in a person’s hands, each displaying a different social media post interface on their screens. The phones are aligned horizontally, with the person’s fingers visible gripping the sides of each device. The background behind the phones is blurred but appears to be a neutral or outdoor setting. Each phone screen features a distinct post with a large, central image at the top, followed by a headline or category label in a colored banner: the first shows a cityscape with the label ‘ECONOMIC,’ the second features a person in a wheelchair with the label ‘MOBILITY,’ the third displays a natural scenery with the label ‘QUALITY OF LIFE,’ the fourth shows a neighborhood scene with the label ‘NEIGHBORHOODS,’ and the fifth has a person working at a desk with the label ‘INNOVATION and EDUCATION.’ Below each main image, there are icons for likes, comments, and shares, along with descriptive text or hashtags. The overall color scheme is neutral, with the screen interfaces incorporating vibrant images and colored banners to distinguish each category or theme.]QUALITY of life NEIGHBORHOODS INNOVATION and technology Liked by bebesea and others cityofchandler We’re proud to be one of the cityofchandler We’re proud to be one of the citvofchandler We’re proud to be one of the Most livable cities…more most livable cities…more most livable cities…more
Fire And Police Logos

  • LOGO fire & police departments

  • [Figure description: Chandler Fire Department Badge - The image depicts a ceremonial badge or emblem, primarily composed of a stylized red Maltese cross outlined in black, with a wavy, irregular outer edge. Inside the cross, there are two concentric circles, both outlined in black; the innermost circle contains a large, prominent maroon letter ‘C’ with decorative curls at the ends of its strokes, occupying most of the inner space. Encircling this ‘C’, within the space between the two concentric circles, the words ‘CHANDLER FIRE DEPARTMENT’ are inscribed in bold, uppercase black letters, with ‘CHANDLER’ at the top and ‘FIRE DEPARTMENT’ at the bottom, following the circular path. The entire design emphasizes a badge or insignia layout associated with a fire service organization, with strong visual symbolism of a firefighting emblem.]
  • [Figure description: Color Sample Icons - The image displays two large, vertically oriented oval shapes placed side by side against a white background, with spacing between them. The left oval is filled with a solid red color, while the right oval is filled with a solid black color. At the top center of the image, the word ‘PRIMARY’ is written in uppercase gray letters. Inside the red oval, there are three lines of text: the first line reads ‘CMYK 18 / 100 / 100 / 9’ in white, indicating cyan, magenta, yellow, and black color values; the second line reads ‘RGB 188 / 27 / 30’ in white, representing red, green, and blue values; the third line reads ‘HEX# bc1b1e’ in white, showing the hexadecimal color code. Inside the black oval, it similarly contains three lines of text: ‘CMYK 75 / 67 / 66 / 83’ in white, ‘RGB 10 / 15 / 15’ in white, and ‘HEX# 0a0f0f’ in white, corresponding to the CMYK, RGB, and HEX color representations for the black shade. The text in both ovals is centered horizontally within each shape, with a clear and legible font.]PRIMARY CMYK CMYK 18 / 100 / 100 / 9 75 / 67 / 66 / 83 HEX# HEX# bclble 0a0f0f
  • [Figure description: Chandler Police Badge - The image depicts a police badge emblem with a shield shape. The outer border of the badge is gray, followed by a black inner border. Inside, at the top, the word ‘POLICE’ is prominently displayed in bold, white, uppercase letters on a gray background. Below it, the word ‘CHANDLER’ appears in white, uppercase letters on a gray banner that curves along the top of a large, central five-pointed star. The star is golden brown with a textured appearance, positioned in the center of the badge. Behind the star, there are two yellow rays emanating outward and upward, set against a dark red background that fills the interior of the badge from just below the banner to the lower edge of the star. In the center of the star, there is a circular badge that contains the seal of Chandler, Arizona, which includes a stylized black and white landscape with a cactus, mountains, and the phrase ‘DITAT DEUS’ in black, Latin script above the scene. At the bottom within the circular seal, the word ‘ARIZONA’ appears in bold, black, uppercase letters. The overall design uses a color scheme of black, gray, white, yellow, red, and brown, with the shield shape and prominent star serving as central elements.]ARIZONA
  • PRIMARY
  • [Figure description: Color Swatches with Codes - The picture should feature two large, vertically oriented, pill-shaped color swatches side by side, each labeled with color metrics and codes. The left swatch is a dark navy blue, representing the first color, and contains text in white that includes the headings ‘CMYK,’ ‘RGB,’ and ‘HEX#,’ each followed by respective values: ‘100 / 95 / 36 / 48,’ ‘4 / 21 / 70,’ and ‘041546.’ The right swatch is a warm brownish-orange, representing the second color, with text in white listing the same headings with its respective values: ‘20 / 76 / 96 / 9’ for CMYK, ‘186 / 87 / 44’ for RGB, and ‘ba572c’ for HEX#. The layout should be clean, with clear legibility of all text, and the colors should be accurately represented matching their descriptions, set against a plain, neutral background to emphasize the contrast between the two color swatches.]
  • CHANDLER 7Ma r i z o n a
  • SECONDARY
  • [Figure description: Color Swatches Comparison - The image features three vertically oriented, rounded rectangular color swatches arranged side by side with a small gap between each. The leftmost swatch is vibrant yellow, labeled ‘YELLOW’, with corresponding color code details: PANTONE 7405, CMYK 8/100/1/0, RGB 243/205/0, HEX #F3CD00. The middle swatch is deep blue, labeled ‘BLUE’, with details: PANTONE 3005, CMYK 100/35/0/2, RGB 125/192/192, HEX #007DCO. The rightmost swatch is light gray, labeled ‘LIGHT GRAY’, marked as PANTONE Cool Gray 1, with codes: CMYK 7/5/0, RGB 219/219/211, HEX #DBDBD3. Each swatch has a uniform rounded-rectangle shape with a flat, smooth appearance. The colors are solid fill, with the text centrally aligned in white on the yellow and blue swatches, and dark gray on the gray swatch, clearly indicating the color name and their respective color information. The background of the entire image is white, framing the three color blocks.]PANTONE® 7405 PANTONE® 3005 CMYK0/8/100/1 CMYK100/35/0/2 RGB243/205/0 RGB0/125/192 HEX# 007DC0
  • CHANDLER 7I1 a r i z o n a
  • CMYK 100 /35 /0/2 RGB 0/125/192
Unique Entity Logos
  • These departments have an alternate logo but use the City’s brand standards.
  • Below are Chandler divisions that have unique brand standards of their own.
Internal Program Logos
  • You will need CAPA approval before putting an identity together for a program or event
  • Internal program logos that were created before the 2022 brand standards are approved for continued use. Chandler Wellness is one example.
External Event Logos
  • New logos should be simple in design, and best if in a 4x3 aspect ratio using Chandler brand colors (see page 9 for formulations). Always center the city/state underneath.
  • Use approved brand colors whenever possible. For holiday/ event specific logos, you do have flexibility to use colors specific to that holiday/event (Christmas, Halloween, etc.)
  • ADD CITY/STATE CENTERED
  • (MONTSERRAT SEMIBOLD)
Messaging Lexicon
  • While staying within the established City of Chandler brand standards, the tone of each department’s messaging has been further refined to reflect the audiences you communicate with, as well as the potential content you may write about. These words are a simple guide to help you start writing.
  • When considering your messaging, the characteristics may be used as a checklist to ensure the tone stays consistent regardless of communication format. Not all characteristics need to be used for every message, but it is important that the tone doesn’t contradict the characteristic words.
  • When communicating with Residents and Visitors, Parks and Recreation would focus on a Neighborly tone. To ensure this tone is reached, you can quickly use the characteristic for this audience to check if your messaging is on track. In this example, you would ask yourself, is it enriching? Is the content fun? Does it sound exciting? Do the words convey a city that is friendly? Is it inclusive and diverse enough to be relatable to different demographics within this audience? Is it friendly and relaxed? If yes, you can feel confident your communication will be consistent with all other messaging for Community Services.
  • Quality of Life º Neighborhoods º Innovation & Technology º Economic Vitality º Mobility While it’s important to always communicate in a manner that supports all of the City of Chandler’s brand pillars, spotlight pillars have been defined for each audience within the Messaging Lexicon to further assist you.
  • It is best to keep messaging as brief and simple as possible. To maintain a professionally personable tone, avoid the use of acronyms, jargon or slang. For most audiences, approach messaging as a conversation.
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE NEIGHBORLY PERSONABLE KNOWLEDGEABLE CHARACTERISTICS HELPFUL ENRICHING FUN EXCITING INCLUSIVE DIVERSE RELAXED FAMILY-ORIENTED FRIENDLY CONVERSATIONAL HELPFUL INCLUSIVE DIVERSE ENRICHING FUN UNIQUE CONCISE ACCESSIBLE INFORMATIVE HELPFUL INCLUSIVE DIVERSE COLLABORATIVE CONCISE ENRICHING BRAND PILLARS FOCUS QUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY INNOVATION & TECHNOLOGY ECONOMIC VITALITY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE EXCITING ENGAGING COLLABORATIVE CHARACTERISTICS LIGHTHEARTED HELPFUL FUN ENTICING INCLUSIVE DIVERSE FRIENDLY FAMILY-ORIENTED SAFETY ACCESSIBLE PERSONABLE HELPFUL INCLUSIVE DIVERSE FUN UNIQUE ACCESSIBLE VIBRANT GROWING HELPFUL MODERN INCLUSIVE DIVERSE ENGAGING LEGACY KEEPERS INNOVATIVE BRAND PILLARS FOCUS QUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY MOBILITY ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY NEIGHBORHOODS QUALITY OF LIFE INNOVATION & TECHNOLOGY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE FRIENDLY WELCOMING COLLABORATIVE CHARACTERISTICS HELPFUL PERSONABLE SAFE INCLUSIVE DIVERSE WELCOMING WARM ACCEPTING INVITING HELPFUL PERSONABLE SAFE INCLUSIVE DIVERSE ACCEPTING FLEXIBLE HELPFUL PERSONABLE SAFE COMPLIANT INCLUSIVE DIVERSE WELCOMING ACCEPTING BRAND PILLARS FOCUS QUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY MOBILITY ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY QUALITY OF LIFE ECONOMIC VITALITY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE INVITING THRIVING COLLABORATIVE CHARACTERISTICS ENTICING HELPFUL PERSONABLE TECHNOLOGICALLY ADVANCED DIVERSE WELCOMING ENGAGING FUN ACCEPTING EXCITING PERSONABLE CONNECTING PROFESSIONAL DIVERSE WELCOMING ACCEPTING FLEXIBLE MODERN TRUSTING ENGAGING EFFICIENT MODERN EDUCATIONAL ENTICING EXCITING INCLUSIVE DIVERSE PROFESSIONAL HELPFUL TRUSTED BRAND PILLARS FOCUS QUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY MOBILITY ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY QUALITY OF LIFE ECONOMIC VITALITY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE FRIENDLY APPROACHABLE EFFICIENT CHARACTERISTICS PERSONABLE CAPABLE SAFE INCLUSIVE DIVERSE OPEN ENGAGING TRUSTED RELIABLE DISTINGUISHED CONNECTING INCLUSIVE CAPABLE DIVERSE WELCOMING TRUSTED HELPFUL APPROACHABLE RELIABLE SAFE INCLUSIVE DIVERSE WELCOMING TRUSTED BRAND PILLARS FOCUS QUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY MOBILITY ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY QUALITY OF LIFE ECONOMIC VITALITY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE NEIGHBORLY NEIGHBORLY NEIGHBORLY CHARACTERISTICS ON-TREND MODERN SAFE INCLUSIVE DIVERSE ENGAGING SOPHISTICATED INNOVATIVE ON-TREND MODERN SAFE INCLUSIVE DIVERSE ENGAGING SOPHISTICATED INNOVATIVE EDUCATION PRESERVATION COMPLIANCE SAFE TRUSTED BRAND PILLARS FOCUS QUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY MOBILITY ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY QUALITY OF LIFE NEIGHBORHOODS NEIGHBORHOODS MOBILITY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE TRUSTED CAPABLE EFFICIENT CHARACTERISTICS PERSONABLE SAFE DIVERSE OPEN ENGAGING RELIABLE DISTINGUISHED CONNECTING DIVERSE WELCOMING TRUSTED SERVICE-ORIENTED HELPFUL APPROACHABLE RELIABLE SAFE DIVERSE WELCOMING TRUSTED BRAND PILLARS FOCUS QUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY MOBILITY QUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY MOBILITY QUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY MOBILITY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE HELPFUL TRANSPARENT EFFICIENT CHARACTERISTICS PERSONABLE INCLUSIVE DIVERSE ENGAGING TRUSTED RELIABLE INCLUSIVE DIVERSE ENGAGING TRUSTED RELIABLE HELPFUL PERSONABLE DIVERSE ENGAGING TRUSTED RELIABLE BRAND PILLARS FOCUS QUALITY OF LIFE INNOVATION & TECHNOLOGY QUALITY OF LIFE ECONOMIC VITALITY INNOVATION & TECHNOLOGY QUALITY OF LIFE ECONOMIC VITALITY INNOVATION & TECHNOLOGY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE ENGAGING PROFESSIONAL INFORMATIVE CHARACTERISTICS AUTHENTIC HELPFUL CONNECTING PERSONABLE TECHNOLOGICALLY ADVANCED DIVERSE WELCOMING CONSISTENT CONNECTING INNOVATIVE EDUCATIONAL KNOWLEDGEABLE EFFICIENT INCLUSIVE DIVERSE PERSONABLE INNOVATIVE EDUCATIONAL KNOWLEDGEABLE EFFICIENT INCLUSIVE DIVERSE APPROACHABLE BRAND PILLARS FOCUS MOBILITY QUALITY OF LIFE INNOVATION & TECHNOLOGY ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY MOBILITY QUALITY OF LIFE ECONOMIC VITALITY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE HELPFUL HELPFUL INFORMATIVE CHARACTERISTICS STREAMLINED CONVENIENT PERSONABLE INNOVATIVE RELIABLE EASY KNOWLEDGEABLE STREAMLINED CONVENIENT INNOVATIVE PERSONABLE RELIABLE CONSISTENT KNOWLEDGEABLE STREAMLINED CONVENIENT INNOVATIVE APPROACHABLE RELIABLE CONSISTENT KNOWLEDGEABLE BRAND PILLARS FOCUS NEIGHBORHOODS QUALITY OF LIFE INNOVATION & TECHNOLOGY ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY NEIGHBORHOODS QUALITY OF LIFE ECONOMIC VITALITY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE HELPFUL HELPFUL ENCOURAGING CHARACTERISTICS STREAMLINED CONVENIENT ACCESSIBLE DIVERSE INCLUSIVE INNOVATIVE FUN RELIABLE EASY KNOWLEDGEABLE STREAMLINED CONVENIENT INNOVATIVE PERSONABLE RELIABLE CONSISTENT KNOWLEDGEABLE EFFICIENT FUN PERSONABLE INNOVATIVE RELIABLE CONSISTENT KNOWLEDGEABLE DIVERSE INCLUSIVE BRAND PILLARS FOCUS QUALITY OF LIFE INNOVATION & TECHNOLOGY ECONOMIC VITALITY INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY QUALITY OF LIFE ECONOMIC VITALITY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE JUDICIOUS JUDICIOUS JUDICIOUS CHARACTERISTICS CARING ADVISORY ACCESSIBLE DIVERSE INCLUSIVE PERSONABLE TRUSTED KNOWLEDGEABLE ADVISORY ACCESSIBLE DIVERSE INCLUSIVE PERSONABLE TRUSTED KNOWLEDGEABLE ADVISORY ACCESSIBLE DIVERSE INCLUSIVE APPROACHABLE TRUSTED KNOWLEDGEABLE BRAND PILLARS FOCUS QUALITY OF LIFE QUALITY OF LIFE QUALITY OF LIFE
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE MODERN KNOWLEDGEABLE CLEAR CHARACTERISTICS CONVENIENT ACCESSIBLE CONFIDENT INNOVATIVE RELIABLE EASY EFFICIENT CONVENIENT INNOVATIVE EASY CONFIDENT RELIABLE CONSISTENT EDUCATIONAL EFFICIENT KNOWLEDGEABLE EFFICIENT RELIABLE PERSONABLE INNOVATIVE EDUCATIONAL KNOWLEDGEABLE CONFIDENT BRAND PILLARS FOCUS QUALITY OF LIFE INNOVATION & TECHNOLOGY ECONOMIC VITALITY INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY QUALITY OF LIFE
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE HELPFUL INFORMATIVE INFORMATIVE CHARACTERISTICS STREAMLINED CONVENIENT PERSONABLE INNOVATIVE RELIABLE EASY KNOWLEDGEABLE STREAMLINED CONVENIENT INNOVATIVE PERSONABLE RELIABLE CONSISTENT KNOWLEDGEABLE STREAMLINED CONVENIENT INNOVATIVE APPROACHABLE RELIABLE CONSISTENT KNOWLEDGEABLE BRAND PILLARS FOCUS NEIGHBORHOODS QUALITY OF LIFE INNOVATION & TECHNOLOGY ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY NEIGHBORHOODS QUALITY OF LIFE ECONOMIC VITALITY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE JUDICIOUS JUDICIOUS JUDICIOUS CHARACTERISTICS ADVISORY ACCESSIBLE DIVERSE INCLUSIVE PERSONABLE TRUSTED KNOWLEDGEABLE ADVISORY ACCESSIBLE DIVERSE INCLUSIVE PERSONABLE TRUSTED KNOWLEDGEABLE ADVISORY ACCESSIBLE DIVERSE INCLUSIVE APPROACHABLE TRUSTED KNOWLEDGEABLE BRAND PILLARS FOCUS QUALITY OF LIFE INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY
  • AUDIENCE: RESIDENT/VISITOR BUSINESS GOVERNMENT TONE ENGAGING INFORMATIVE INFORMATIVE CHARACTERISTICS STREAMLINED CONVENIENT PERSONABLE INNOVATIVE FUN RELIABLE EASY KNOWLEDGEABLE PLAYFUL STREAMLINED CONVENIENT INNOVATIVE PERSONABLE RELIABLE FUN CONSISTENT KNOWLEDGEABLE STREAMLINED CONVENIENT INNOVATIVE APPROACHABLE RELIABLE CONSISTENT KNOWLEDGEABLE FUN BRAND PILLARS FOCUS NEIGHBORHOODS QUALITY OF LIFE INNOVATION & TECHNOLOGY ECONOMIC VITALITY NEIGHBORHOODS INNOVATION & TECHNOLOGY QUALITY OF LIFE INNOVATION & TECHNOLOGY MOBILITY QUALITY OF LIFE ECONOMIC VITALITY
Diversity Equity Inclusion

  • DIVERSITY, EQUITY & INCLUSION Events and Programing
    AUDIENCE:RESIDENT/VISITORBUSINESSGOVERNMENT
    TONEFRIENDLYWELCOMINGCOLLABORATIVE
    CHARACTERISTICSHELPFUL PERSONABLE SAFE INCLUSIVE DIVERSE WELCOMING WARM ACCEPTING INVITINGHELPFUL PERSONABLE SAFE INCLUSIVE DIVERSE ACCEPTING FLEXIBLEHELPFUL PERSONABLE SAFE COMPLIANT INCLUSIVE DIVERSE WELCOMING ACCEPTING
    BRAND PILLARS FOCUSQUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY MOBILITYECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY QUALITY OF LIFEINNOVATION & TECHNOLOGY QUALITY OF LIFE ECONOMIC VITALITY

Brand Pillars
  • While it’s important to always communicate in a manner that supports all of the City of Chandler’s brand pillars, spotlight pillars have been defined for each audience within the Messaging Lexicon to further assist you.
  • Quality of Life º Neighborhoods º Innovation & Technology º Economic Vitality º Mobility
  • BRAND PILLARS FOCUS
  • BRAND PILLARS FOCUS QUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY
  • BRAND PILLARS FOCUS ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY
  • BRAND PILLARS FOCUS INNOVATION & TECHNOLOGY ECONOMIC VITALITY
  • BRAND PILLARS FOCUS QUALITY OF LIFE NEIGHBORHOODS INNOVATION & TECHNOLOGY MOBILITY
  • BRAND PILLARS FOCUS ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY NEIGHBORHOODS QUALITY OF LIFE
  • BRAND PILLARS FOCUS INNOVATION & TECHNOLOGY
  • BRAND PILLARS FOCUS ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY QUALITY OF LIFE
  • BRAND PILLARS FOCUS INNOVATION & TECHNOLOGY QUALITY OF LIFE ECONOMIC VITALITY
  • BRAND PILLARS FOCUS ECONOMIC VITALITY MOBILITY INNOVATION & TECHNOLOGY QUALITY OF LIFE NEIGHBORHOODS
  • BRAND PILLARS FOCUS NEIGHBORHOODS MOBILITY
  • BRAND PILLARS FOCUS QUALITY OF LIFE INNOVATION & TECHNOLOGY
  • BRAND PILLARS FOCUS QUALITY OF LIFE ECONOMIC VITALITY INNOVATION & TECHNOLOGY
  • BRAND PILLARS FOCUS MOBILITY QUALITY OF LIFE INNOVATION & TECHNOLOGY
  • BRAND PILLARS FOCUS INNOVATION & TECHNOLOGY MOBILITY QUALITY OF LIFE ECONOMIC VITALITY
  • BRAND PILLARS FOCUS NEIGHBORHOODS QUALITY OF LIFE INNOVATION & TECHNOLOGY
  • BRAND PILLARS FOCUS INNOVATION & TECHNOLOGY NEIGHBORHOODS QUALITY OF LIFE ECONOMIC VITALITY
  • BRAND PILLARS FOCUS ECONOMIC VITALITY INNOVATION & TECHNOLOGY QUALITY OF LIFE
  • BRAND PILLARS FOCUS QUALITY OF LIFE
  • BRAND PILLARS FOCUS INNOVATION & TECHNOLOGY QUALITY OF LIFE
  • BRAND PILLARS FOCUS ECONOMIC VITALITY NEIGHBORHOODS INNOVATION & TECHNOLOGY QUALITY OF LIFE
Social Media Strategy
  • To showcase the City of Chandler to visitors, residents, businesses/entrepreneurs and local government employees as a vibrant, forward-thinking, inclusive and community-oriented destination. The city’s official social media presence should seek to inform, inspire and resonate through high-quality, creative visuals, themes and messaging. Everyone who lives, works or plays in the City of Chandler should feel proud of their community’s representation on social media and seek to actively engage and interact with what they see.
  • Support the City of Chandler’s updated brand and messaging by providing a seamless and engaging experience for visitors, residents, the business community and local government employees. The city’s brand should remain unmistakable not only within the Phoenix area but regionally and beyond.
  • KPls: Reach (unique views), Impressions (total views)
  • Nurture and amplify the City of Chandler’s audiences with useful, engaging and relevant content as well as grow the city’s audiences long-term with content that is eye-catching and inspirational.
  • KPls: Audience Growth, Engagement (likes, comments, views, shares)
  • Showcase and promote the City of Chandler’s ongoing community initiatives, generating meaningful interest and advocacy, including but not limited to, increased event attendance, programming participation, community support for City of Chandler-driven causes or initiatives and awareness surrounding essential happenings.
  • KPls: Website/Landing Page Referrals, Trackable Conversions/Actions
  • Important city/regional news
  • Corporate/business community news, highlights and developments
  • Community programs and services
  • Local events
  • Neighborhood highlights (Downtown Chandler, West Chandler, etc.)
  • Sustainability, recycling and green initiatives
  • Family-oriented activities
  • Parks, recreational amenities and activities
  • Students, teachers and education (K through community college)
  • Team Chandler
  • Tourist and visitor destinations, attractions and things to do
  • THOSE WHO FOLLOW AND ENGAGE WITH YOU MOST Residents (past, existing and potential/aspirational) Business community, entrepreneurs, local workforce Visitors, tourists and event attendees City employees, official vendors/partners and other government officials
  • LESS IS MORE: Keep captions short for readability and interest.
  • Description longer than 3-4 sentences? Write a teaser to summarize and then redirect to a webpage. Keep it short and moving.
  • Humor is good! Keep it universal, appropriate and approachable. Avoid sarcasm, being too clever or pretentious.
  • PUNCTUATION AND GRAMMAR: Be aware of proper usage.
  • Only the first word of each sentence should be capitalized. No ALL CAPS.
  • Avoid exclamation points; convey excitement in the words and phrasing.
  • Avoid industry acronyms, jargon or slang (in general).
  • Reference the latest AP Style Guide per the City of Chandler’s brand book.
  • EMO JI S: Don’t be afraid of emojis for effect on appropriate content but keep to a minimum.
  • Use strategically to ensure relevance to what you’re communicating.
  • Keep intentional when used.
  • Keep in mind the subject and audience of a particular post; only pair emojis with light, feel-good or overtly humorous content.
  • CTAS: Include a relevant and trackable call-to-action when possible through tools like bit.ly, adding a phone number or using short and cleanly-written URLs that users can remember.
  • On Instagram direct traffic to “link in bio” when possible; don’t post URLs in captions as they won’t hyperlink. (Use short URLs, if you must.)
  • Keep targeted, relevant and lowercase. Usage on Facebook and Twitter should be limited and intentional; only use branded tags. On Instagram, use for purposes of post engagement and apply as the first comment, not part of caption for visual organization.
  • #ChandlerAZ, #CityofChandler Consistent usage with all content
  • #MyChandler, #LoveChandler Additional tags for user-generated content from residents, business owners, visitors and use for ongoing photo contests
  • #ChooseChandler Additional tag for content specific to the local business/corporate community
  • #TeamChandler Additional tag for content that highlights city employees
  • #DowntownChandler, #WestChandler, etc. Additional tag specific to geographic area of Chandler
  • #VisitChandler Additional tag specific to visitor-centric or quality of life content
  • User-generated content is essential. It is an authentic and firsthand view of those who live, work and play in your city.
  • Always acknowledge UGC by first “liking” and/or commenting on the original user’s post. People are “speaking” to you; let them know they’ve been heard. Search geotags, image/caption tags and relevant hash tags.
  • Seek out UGC that is high-quality, engaging and on-brand to re-share on the city’s social channels. Always get permission before reposting UGC.
  • Bright, natural lighting
  • Warm tones
  • Focus on people and local voices
  • Avoid overly posed people or compositions
  • Focus on details and the composition of your images
  • Instagram: Keep in-feed content curated, composed and editorial (quality over quantity); more casual and in-the-moment content can be leveraged on Stories, Reels and IGTV
  • Facebook: Opportunities for a mix of casual and in-the-moment content as well as big news stories, event details and civic resources
  • Twitter: Big news/headlines, positive conversation starters, audience listening, referrals and resources to learn more about events and issues
  • TikTok (new): Fun and entertaining behind-the-scenes content, live event coverage, neighborhood or business/attractions tours, resharing of high-quality UGC. Focus on activities or events for residents and visitors under 35
  • We recommend lightening and brightening the photos as needed. (Pull up shadows, decrease gamma and increase exposure.) Also, consider adding a 60% brand yellow with a “Soft Light” filter to create a “sunny” feel.
Social Media Content Buckets
  • Important city/regional news • Corporate/business community news, highlights and developments • Community programs and services Local events Neighborhood highlights (Downtown Chandler, West Chandler, etc.) Sustainability, recycling and green initiatives Family-oriented activities Parks, recreational amenities and activities Students, teachers and education (K through community college) Team Chandler Tourist and visitor destinations, attractions and things to do
User Generated Content Guidelines
  • User-generated content is essential. It is an authentic and firsthand view of those who live, work and play in your city.
  • Always acknowledge UGC by first “liking” and/or commenting on the original user’s post. People are “speaking” to you; let them know they’ve been heard. Search geotags, image/caption tags and relevant hash tags.
  • Seek out UGC that is high-quality, engaging and on-brand to re-share on the city’s social channels. Always get permission before reposting UGC.
  • Additional tag for user-generated content from residents, business owners, visitors and use for ongoing photo contests
  • TikTok (new): Fun and entertaining behind-the-scenes content, live event coverage, neighborhood or business/attractions tours, resharing of high-quality UGC. Focus on activities or events for residents and visitors under 35
Image Style And Content Direction

  • VISUAL STYLE Bright, natural lighting • Warm tones Focus on people and local voices • Avoid overly posed people or compositions Focus on details and the composition of your images

  • CONTENT DIRECTION BY CHANNEL • lnstagram: Keep in-feed content curated, composed and editorial (quality over quantity); more casual and in-the-moment content can be leveraged on Stories, Reels and IGTV • Facebook: Opportunities for a mix of casual and in-the-moment content as well as big news stories, event details and civic resources Twitter: Big news/headlines, positive conversation starters, audience listening, referrals and resources to learn more about events and issues TikTok (new): Fun and entertaining behind-the-scenes content, live event coverage, neighborhood or business/attractions tours, resharing of high-quality UGC. Focus on activities or events for residents and visitors under 35

  • We recommend lightening and brightening the photos as needed. (Pull up shadows, decrease gamma and increase exposure.) Also, consider adding a 60% brand yellow with a “Soft Light” filter to create a “sunny” feel.
Instagram Grid

  • INSTAGRAM GRID

  • [Figure description: Chandler City Instagram Profile Overview - The image replicates an Instagram profile page for the city of Chandler, Arizona, with a clean, white background and a layout typical of the platform. At the top, there is a circular profile picture featuring a blue and white emblem or logo with stylized sun rays or a sunrise over a landscape, representing the city. To the right of the profile picture, the username ‘cityofchandler’ is displayed, along with a blue ‘Follow’ button, the account’s name ‘City of Chandler, Arizona,’ and a short bio describing the city as ‘Progressive, upbeat, eco-friendly, low-carbon, community-oriented, innovative, and active.’ Below, the profile shows engagement metrics: ‘2,084 posts,’ ‘47.4K followers,’ and ‘157 following.’ The main section consists of a grid of nine images representing diverse content related to Chandler. The top row includes: a photo of a community or city scene, a dog indoors with large windows in the background, and an event poster for February 6 at Chandler Center for the Arts featuring two individuals speaking or performing. The second row showcases: a sunset over a water body with vibrant sky colors, a promotional image for ‘CULTURAL diversity’ with the city skyline behind, and a culinary scene of a meal with multiple dishes. The bottom row displays: an individual in casual outdoor attire with a cap, a colorful nighttime cityscape with illuminated buildings, and a close-up of a hand holding a burger with fresh toppings. The overall aesthetic emphasizes community, culture, and vibrant city life, with a balanced arrangement of images highlighting various aspects of Chandler.]
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