City of Guelph

📋 1 Guidelines

🔗 Connections

Sector

Public sector

Region

Canada

Guideline Year

2009

Language

English

Tags

City Regional

Official Websites

Brand Guidelines

2009

Brand Summary

Mission
  • To make a positive impact both locally and globally, defining Guelph as an active, innovative, and passionate community [^1].
Core Values
  • energy
  • creativity
  • flow
  • progress
  • respect for the environment
  • professionalism
  • organization
  • dependability
Target Audience
  • Residents, employees, and external audiences including service areas, enterprise units, and partners [^2].
Personality Traits
  • active
  • innovative
  • professional
  • organized
  • dependable
  • passionate
Visual Identity Overview
  • The visual identity is clean, modern, and professional, featuring a logo with bold green and blue colors, stylized wave graphics, and clear typography. The design emphasizes simplicity, vibrancy, and respect for the natural world [^3].

Categories

Brand Voice
  • The slogan “Making a Difference” defines Guelph as a passionate and innovative community. A direct tie-in to the City’s recently-launched Strategic Plan, the slogan conveys Guelph’s desire to make a positive impact both locally and globally.
  • All staff are encouraged to use the current slogan in City communication pieces and reports. Variations of the slogan are not permitted.
  • It is recognized, such as in the case of Economic Development and Tourism, that certain services may wish to continue using their specific marketing slogan.
  • “Making a Difference” Correct.
  • Makes a Difference Incorrect.
  • The City Making a Difference Incorrect.
  • Making a Diff. Incorrect.
  • Making a Difference… Incorrect.
  • MAKING A DIFFERENCE Incorrect.
Brand Imagery
  • As long as the vector-based versions of the City of Guelph logo are used, they can be reproduced as large as desired while still retaining print quality. Whether using vector-based art or a .tif, .eps, or .jpg, the logo should not appear smaller than one-and-a-half inches in width on printed materials unless otherwise approved by your department’s Communications Co-ordinator.
  • As shown in the example, there is a minimum amount of clear space that must be left around the corporate logo to maintain its integrity. Do not allow any other elements, such as type, graphics or photography to interfere with the visual impact of the logo by violating this clear space.
Color Palette
  • The standard, two-colour logo consists of blue and green from the Pantone Matching System (PMS).
  • Blue PMS 7460 C CMYK: 100/0/0/5 RGB: 0/164/225 HEX: 00a6e5
  • Green PMS 369 C CMYK: 59/0/100/7 RGB: 109/179/63 HEX: 85b24a
  • Avoid the use of a one-colour logo if possible. When designing the materials yourself and restricted to a one-colour budget, the use of black or white is advised.
  • one colour black – 100% White – 100%
  • PMS 7460 C CMYK: 100/0/0/5 RGB: 0/164/225 HEX: 00a6e5
  • PMS 369 C CMYK: 59/0/100/7 RGB: 109/179/63 HEX: 85b24a
  • CMYK: 100/43/0/65 RGB: 0/53/95 HEX: 00355f
  • pms 7518 c CMYK: 0/40/55/60 RGB: 126/84/58 HEX: 886632
  • pms 2766 c CMYK: 100/94/0/47 RGB: 18/23/94 HEX: 0f155e
  • pms 723 c CMYK: 0/43/97/17 RGB: 212/137/28 HEX: d4891d
  • pms 249 c CMYK: 40/100/0/28 RGB: 126/12/110 HEX: 7e0c6e
  • PMS 356 C CMYK: 95/0/100/27 RGB: 0/133/63 HEX: 007934
  • PMS Rubine Red C CMYK: 0/100/15/4 RGB: 226/1/119 HEX: CA005D
  • PMS 130 C CMYK: 0/30/100/0 RGB: 253/184/19 HEX: F0AB00
  • PMS 1807 C CMYK: 0/100/96/28 RGB: 181/18/27 HEX: 9E3039
  • PMS 7529 C CMYK: 0/4/12/17 RGB: 217/207/192 HEX: BDB1A6
  • PMS 587 C CMYK: 5/0/40/0 RGB: 244/243/174 HEX: E3E696
  • PMS 366 C CMYK: 20/0/44/0 RGB: 208/228/166 HEX: BDE18A
  • PMS 545 C CMYK: 22/3/0/0 RGB: 194/224/246 HEX: C4D9E4
  • PMS 173 C CMYK: 0/69/100/4 RGB: 233/109/31 HEX: D2492A
  • PMS 7455 C CMYK: 80/53/0/0 RGB: 59/115/185 HEX: 4060AF
  • PMS 7467 C CMYK: 95/0/25/0 RGB: 0/174/197 HEX: 00A8B4
  • PMS 7438 C CMYK: 15/35/0/0 RGB: 211/173/209 HEX: CF9AD5
  • PMS 7473 C CMYK: 70/0/38/8 RGB: 46/175/164 HEX: 1E9D8B
  • PMS 157 C CMYK: 0/43/70/0 RGB: 249/162/94 HEX: E9994A
  • Do NOT alter the logo’s colours.
  • Recommended colours are black, navy blue, white and beige. Colours to avoid are red, yellow and orange.
  • When choosing clothing or items in the City’s corporate colours (bright blue and green) use an all-white version of the logo.
  • If, because of cost or printing restrictions you are only able to use one colour, choose an all-white or all-black logo.
  • An all-white logo is recommended on glassware if the two colour logo isn’t possible.
  • An all-black logo is recommended for metal items if the two colour logo isn’t possible.
Typography
  • The design and typography have been developed with a focus on cleanliness and simplicity.
  • It is essential to use the selected fonts in all materials for the City to retain a consistent look and style. These typefaces are available on both IBM and MAC platforms.
  • There are two primary typefaces only for all City of Guelph media, communications and marketing materials, including letters, memos and flyers.
  • • Garamond is to be used for large amounts of body copy.
  • • Verdana is to be used for all headlines, titles, sub-titles and small amounts of body copy, ie: side bars.
  • For variety and visual dynamic, both typefaces can be used in a variety of weights and approaches as noted below.
  • Verdana 10pt is the recommended typeface for e-mails. E-mail backgrounds should be white.
  • The typeface for the service name is to be in Verdana Bold, with the subtitle in Verdana, and appear in Pantone 7460 Blue for two or four-colour pieces, and Pantone 7460 Blue or black for one-colour pieces.
  • The font of the Outlook e-signature should be Verdana 10 pt. The Blackberry e-signature should be Courier 11 pt.
  • At minimum, this should appear on all documents in a font size at least the size of other contact information such as the address and telephone numbers. However, the website address should be in bold face.
  • The service identifier must be embroidered in Blue-Teal 4103 thread or screen printed in Pantone 7460 C blue in the Verdana font.
  • Service identifiers are to be placed on the back centre of the cap using either the Blue-Teal 4103 thread (for embroidery) or Pantone 7460 blue (for screen printing) in the Verdana font.
  • The service identifier should be placed on the back of the bag using either the Blue-Teal 4103 thread (for embroidery) or Pantone 7460 blue (for screen printing) in the Verdana font.
  • The City of Guelph logo must be placed on one side of the vessel, with the option of the service identifier on the opposite side, using Pantone 7460 blue in the Verdana font.
Logo Usage
  • The City of Guelph corporate logo consists of a symbol, logotype and slogan. This is the only logo to be used on all materials produced by the City of Guelph and their agencies. Any other uses of the logo, not shown in this manual, are strictly prohibited.
  • This is the complete logo, consisting of the logotype, symbol and slogan. This is the proper way to present the Corporation of the City of Guelph logo. Individual elements (symbol alone, logotype alone or slogan alone) should not be used in place of the complete logo.
  • The standard, two-colour logo consists of blue and green from the Pantone Matching System (PMS).
  • Blue PMS 7460 C CMYK: 100/0/0/5 RGB: 0/164/225 HEX: 00a6e5
  • Green PMS 369 C CMYK: 59/0/100/7 RGB: 109/179/63 HEX: 85b24a
  • Avoid the use of a one-colour logo if possible. When designing the materials yourself and restricted to a one-colour budget, the use of black or white is advised.
  • one colour black – 100% White – 100%
  • As long as the vector-based versions of the City of Guelph logo are used, they can be reproduced as large as desired while still retaining print quality. Whether using vector-based art or a .tif, .eps, or .jpg, the logo should not appear smaller than one-and-a-half inches in width on printed materials unless otherwise approved by your department’s Communications Co-ordinator.
  • There is a minimum amount of clear space that must be left around the corporate logo to maintain its integrity. Do not allow any other elements, such as type, graphics or photography to interfere with the visual impact of the logo by violating this clear space.
  • The Corporation of the City of Guelph logo is only available in a horizontal layout. Other alterations to the layout are not permissible. The crest is also only available in one layout.
  • The logo presentations in this section should be avoided. The logo should be used in its complete state unless authorized by Corporate Communications.
  • Do NOT adjust any elements of the logo.
  • Do NOT show the logotype in a different position.
  • Do NOT alter the logo’s colours.
  • Do NOT change the logo’s proportions or distort it.
  • Do NOT remove the slogan.
  • Do NOT tilt or skew the logo.
  • Do NOT place the logo in a vertical layout.
  • Do NOT place the logo over a busy or conflicting background.
  • Do NOT adjust the logo’s fonts.
  • Do NOT show the logo in an improper reversal.
  • In all cases, the City of Guelph logo should be displayed in some capacity on the front page or cover of materials and literature. In order to accommodate creativity and graphic design freedom, specific logo locations are not expected, however the following guidelines may be of some assistance.
  • When in doubt, please place the logo in the top or bottom right corner of the document as illustrated. See pages 13 -14 for use of logo with Service Area logos.
  • Keep the rule regarding clear space in mind.
Tone And Messaging
  • The slogan “Making a Difference” defines Guelph as a passionate and innovative community. A direct tie-in to the City’s recently-launched Strategic Plan, the slogan conveys Guelph’s desire to make a positive impact both locally and globally.
  • All staff are encouraged to use the current slogan in City communication pieces and reports. Variations of the slogan are not permitted.
  • It is recognized, such as in the case of Economic Development and Tourism, that certain services may wish to continue using their specific marketing slogan.
  • “Making a Difference” Correct.
  • Makes a Difference Incorrect.
  • The City Making a Difference Incorrect.
  • Making a Diff. Incorrect.
  • Making a Difference… Incorrect.
  • MAKING A DIFFERENCE Incorrect.
Brand Values
  • The logo represents Guelph’s converging rivers and the community’s strong sense of energy, creativity, flow, and progress. Its vibrant and bold colours depict Guelph’s respect for the environment and the natural world. The design and typography have been developed with a focus on cleanliness and simplicity.
  • The slogan – Making a Difference – defines Guelph as an active and innovative community. A direct tie-in to the City’s Strategic Plan launched in 2007, the slogan conveys Guelph’s desire to make a positive impact both locally and globally.
  • The slogan “Making a Difference” defines Guelph as a passionate and innovative community. A direct tie-in to the City’s recently-launched Strategic Plan, the slogan conveys Guelph’s desire to make a positive impact both locally and globally.
Visual Style
  • Consistent and careful use of our logo maintains the perception that we are highly professional, organized and dependable.
  • These guidelines provide staff and suppliers of the City of Guelph with clear, consistent direction on the use of the logo and supporting corporate identity elements such as typefaces, colours and placement.
  • The design and typography have been developed with a focus on cleanliness and simplicity.
  • This is the only logo to be used on all materials produced by the City of Guelph and their agencies. Any other uses of the logo, not shown in this manual, are strictly prohibited.
  • Individual elements (symbol alone, logotype alone or slogan alone) should not be used in place of the complete logo.
  • The standard, two-colour logo consists of blue and green from the Pantone Matching System (PMS).
  • Blue PMS 7460 C CMYK: 100/0/0/5 RGB: 0/164/225 HEX: 00a6e5
  • Green PMS 369 C CMYK: 59/0/100/7 RGB: 109/179/63 HEX: 85b24a
  • Avoid the use of a one-colour logo if possible. When designing the materials yourself and restricted to a one-colour budget, the use of black or white is advised.
  • one colour black – 100% White – 100%
  • PMS 7460 C CMYK: 100/0/0/5 RGB: 0/164/225 HEX: 00a6e5
  • PMS 369 C CMYK: 59/0/100/7 RGB: 109/179/63 HEX: 85b24a
  • Primary Complementary Colours PMS 7463 C CMYK: 100/43/0/65 RGB: 0/53/95 HEX: 00355f PMS 7518 C CMYK: 0/40/55/60 RGB: 126/84/58 HEX: 886632 PMS 2766 C CMYK: 100/94/0/47 RGB: 18/23/94 HEX: 0f155e PMS 723 C CMYK: 0/43/97/17 RGB: 212/137/28 HEX: d4891d PMS 249 C CMYK: 40/100/0/28 RGB: 126/12/110 HEX: 7e0c6e
  • As long as the vector-based versions of the City of Guelph logo are used, they can be reproduced as large as desired while still retaining print quality. Whether using vector-based art or a .tif, .eps, or .jpg, the logo should not appear smaller than one-and-a-half inches in width on printed materials unless otherwise approved by your department’s Communications Co-ordinator.
  • There is a minimum amount of clear space that must be left around the corporate logo to maintain its integrity. Do not allow any other elements, such as type, graphics or photography to interfere with the visual impact of the logo by violating this clear space.
  • The Corporation of the City of Guelph logo is only available in a horizontal layout. Other alterations to the layout are not permissible.
  • Do NOT adjust any elements of the logo.
  • Do NOT show the logotype in a different position.
  • Do NOT alter the logo’s colours.
  • Do NOT change the logo’s proportions or distort it.
  • Do NOT remove the slogan.
  • Do NOT tilt or skew the logo.
  • Do NOT place the logo in a vertical layout.
  • Do NOT place the logo over a busy or conflicting background.
  • Do NOT adjust the logo’s fonts.
  • Do NOT show the logo in an improper reversal.
Layout And Composition
  • As long as the vector-based versions of the City of Guelph logo are used, they can be reproduced as large as desired while still retaining print quality. Whether using vector-based art or a .tif, .eps, or .jpg, the logo should not appear smaller than one-and-a-half inches in width on printed materials unless otherwise approved by your department’s Communications Co-ordinator.
  • As shown in the example, there is a minimum amount of clear space that must be left around the corporate logo to maintain its integrity. Do not allow any other elements, such as type, graphics or photography to interfere with the visual impact of the logo by violating this clear space.
  • The Corporation of the City of Guelph logo is only available in a horizontal layout. Other alterations to the layout are not permissible. The crest is also only available in one layout.
  • Do NOT adjust any elements of the logo.
  • Do NOT show the logotype in a different position.
  • Do NOT alter the logo’s colours.
  • Do NOT change the logo’s proportions or distort it.
  • Do NOT remove the slogan.
  • Do NOT tilt or skew the logo.
  • Do NOT place the logo in a vertical layout.
  • Do NOT place the logo over a busy or conflicting background.
  • Do NOT adjust the logo’s fonts.
  • Do NOT show the logo in an improper reversal.
  • In all cases, the City of Guelph logo should be displayed in some capacity on the front page or cover of materials and literature. In order to accommodate creativity and graphic design freedom, specific logo locations are not expected, however the following guidelines may be of some assistance.
  • When in doubt, please place the logo in the top or bottom right corner of the document as illustrated. See pages 13 -14 for use of logo with Service Area logos.
  • Keep the rule regarding clear space in mind.
  • Logos are smaller than one-and-a-half inches in width for the purposes of illustration in this document only.
Brand Architecture
  • Service areas representing the City as a whole to a primarily internal audience (residents and employees) should adopt the corporate logo.
  • Economic Development &Tourism, which promotes the City as a whole, but to a distinctive, primarily external audience can continue to use their own distinctive logos, but should use the corporate logo in a supporting position (bottom right or bottom back).
  • Specific marketing communication initiatives are clearly City deliverables, but rely on a distinctive “logo” to draw awareness to a certain program, message or service. These include Wet Dry+, Guelph Water, Royal Flush and Parking lots. These logos can continue to be used, but the City corporate logo should be used in a supporting location (bottom right as opposed to top right).
  • Places or entities perceived by the market as separate enterprises from the core City services, with distinctive names, have established brands and should continue with these, however in these instances, the City logo should be used in a supporting location (bottom right or bottom back, as opposed to top right) preceded by the words “Supported by” or “Owned and operated by.” These include Sleeman Centre, Hanlon Creek Business Park, Guelph Museums, Guelph Farmers’ Market and River Run Centre.
  • In instances when a City service area (a.k.a. departments and divisions such as Community Services, Finance, etc.) must be identified on materials in conjunction with the logo (i.e. flyer or brochure) it is recommended that the service name be placed in the same visual space as the City of Guelph logo (i.e. front cover), but in a secondary position (i.e bottom right). The service identifier (department or division name) should not appear immediately adjacent to the City logo.
  • The typeface for the service name is to be in Verdana Bold, with the subtitle in Verdana, and appear in Pantone 7460 Blue for two or four-colour pieces, and Pantone 7460 Blue or black for one-colour pieces.
  • In all cases, the City of Guelph logo should be displayed in some capacity on the front page or cover of materials and literature. In order to accommodate creativity and graphic design freedom, specific logo locations are not expected, however the following guidelines may be of some assistance.
  • When in doubt, please place the logo in the top or bottom right corner of the document as illustrated. See pages 13 -14for use of logo with Service Area logos.
  • Keep the rule regarding clear space in mind.
  • As previously highlighted, there are specific City communications initiatives that already rely on a distinctive ’logo’ (Wet-Dry, Guelph Water, etc.). These logos should continue to be used, but the City corporate logo should be used in a supporting location (bottom right or bottom back, as opposed to top right).
  • Places or entities perceived by the market as separate enterprises from the core City services, with distinctive names (Guelph Civic Museum, Guelph Public Library, etc.) have established brands and should continue with these with the City corporate logo used in a supporting location (bottom right or bottom back, as opposed to top right).
Co Branding
  • Community Design and Development Services Community Services Corporate Administration Corporate Services Environmental Services Finance Human Resources Operations Information Services Emergency Services Economic Development &Tourism, which promotes the City as a whole, but to a distinctive, primarily external audience can continue to use their own distinctive logos, but should use the corporate logo in a supporting position (bottom right or bottom back).
  • Specific marketing communication initiatives are clearly City deliverables, but rely on a distinctive “logo” to draw awareness to a certain program, message or service. These include Wet Dry+, Guelph Water, Royal Flush and Parking lots. These logos can continue to be used, but the City corporate logo should be used in a supporting location (bottom right as opposed to top right).
  • Places or entities perceived by the market as separate enterprises from the core City services, with distinctive names, have established brands and should continue with these, however in these instances, the City logo should be used in a supporting location (bottom right or bottom back, as opposed to top right) preceded by the words “Supported by” or “Owned and operated by.” These include Sleeman Centre, Hanlon Creek Business Park, Guelph Museums, Guelph Farmers’ Market and River Run Centre.
  • As previously highlighted, there are specific City communications initiatives that already rely on a distinctive ’logo’ (Wet-Dry, Guelph Water, etc.). These logos should continue to be used, but the City corporate logo should be used in a supporting location (bottom right or bottom back, as opposed to top right).
  • Places or entities perceived by the market as separate enterprises from the core City services, with distinctive names (Guelph Civic Museum, Guelph Public Library, etc.) have established brands and should continue with these with the City corporate logo used in a supporting location (bottom right or bottom back, as opposed to top right).
Digital Guidelines
  • Verdana 10pt is the recommended typeface for e-mails. E-mail backgrounds should be white.
  • These guidelines will help ensure outgoing e-mails for the City of Guelph are professional-looking and consistent.
  • The font of the Outlook e-signature should be Verdana 10 pt. The Blackberry e-signature should be Courier 11 pt.
  • The City of Guelph’s website is an important part of the corporate identity and a critical communications tool. As such, the website address should be consistently and prominently placed on all internal and external communications materials.
  • the city of guelph website address should appear as follows: guelph.ca
  • At minimum, this should appear on all documents in a font size at least the size of other contact information such as the address and telephone numbers. However, the website address should be in bold face.
  • Staff are encouraged to actively and prominently promote the website on all material.
  • The standard, two-colour logo consists of blue and green from the Pantone Matching System (PMS).
  • Blue PMS 7460 C CMYK: 100/0/0/5 RGB: 0/164/225 HEX: 00a6e5
  • Green PMS 369 C CMYK: 59/0/100/7 RGB: 109/179/63 HEX: 85b24a
  • Avoid the use of a one-colour logo if possible. When designing the materials yourself and restricted to a one-colour budget, the use of black or white is advised.
  • one colour black – 100% White – 100%
  • As long as the vector-based versions of the City of Guelph logo are used, they can be reproduced as large as desired while still retaining print quality. Whether using vector-based art or a .tif, .eps, or .jpg, the logo should not appear smaller than one-and-a-half inches in width on printed materials unless otherwise approved by your department’s Communications Co-ordinator.
  • As shown in the example, there is a minimum amount of clear space that must be left around the corporate logo to maintain its integrity. Do not allow any other elements, such as type, graphics or photography to interfere with the visual impact of the logo by violating this clear space.
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