City of San Diego

📋 1 Guidelines

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Sector

Public sector

Region

Usa

Guideline Year

2017

Language

English

Tags

City

Official Websites

Brand Guidelines

2017

Categories

Brand Imagery
  • The Style Guide provides a comprehensive foundation of graphic standards for proper presentation of the City of San Diego’s visual identity. Use of the Style Guide improves communication by ensuring consistency within an organization and enforces best practices by guiding designs to a quickly recognizable professional outcome.
  • The Style Guide is derived from two key elements: the color palette and the City logo. Together they provide a unifying theme and position the City as One San Diego, speaking with one, unified voice.
  • Development of the style guide is grounded in extensive research and testing. Focus groups, user interviews and online surveys captured participant’s ideas and opinions. Key decisions regarding content and logo were based on feedback from the public.
  • The City can push its identity into exciting new areas. However, the identity can only make a positive impact if it is used consistently and correctly.
  • In order to maintain the integrity of the seal, the minimum diameter size should be .75 inches for print or 116 pixels for digital applications.
  • The clearspace for the seal should always be a minimum of 25% of the overall height—as shown here.
Color Palette
  • The Style Guide is derived from two key elements: the color palette and the City logo. Together they provide a unifying theme and position the City as One San Diego, speaking with one, unified voice.
  • The color palette includes a dominant blue, a complementary gold, and supporting secondary neutral tones.
  • Color matters. Always use the appropriate version of the color palette for your needs. The four versions are: Pantone (PMS) Pantone colors, also known as the Pantone Matching System, is a universal color system that will ensure all vendors produce the same colors. CMYK Process color, otherwise known as four-color process or CMYK, is a blend of four standard ink colors; Cyan, Magenta, Yellow and Key Black. These are a printer’s primaries and can be combined to create the majority of visible ink colors. RGB RGB color is the spectrum of visible colors that are emitted by a digital monitor. In other words, RGB is a light based mode of color. RGB color is best used for websites, digital publications, and desktop wallpapers Hex Hexadecimal numbers, or “HEX” numbers, are a base-16 numbering system used to define colors on Web pages. A HEX number is written from 0-9 and then A-F.
  • PMS 2925 3265 1375 108 White (paper) 432 7527 RGB 0, 152, 219 0, 199, 178 255, 158, 23 252,217,0 255, 255, 255 55, 66, 74 218, 215, 203 HEX #0098db #00c7b2 #ffa02f #fcd900 #ffffff #37424a #dad7cb CMYK 84, 21, 0, 0 76, 0, 38, 0 0, 45, 95, 0 0, 6, 95, 0 0, 0, 0, 0 67, 45, 27, 70 3, 4, 14, 8
  • PMS RGB HEX CMYK 2945 0, 84, 159 #00549f 100, 52, 2, 12 3295 0, 123, 105 #007b69 100, 5, 51, 23 1395 156, 97, 20 #9c6114 10, 51, 100, 36 110 215, 169, 0 #d7a900 2, 24, 100, 7 Cool Gray 9 116, 118, 120 #747678 29, 23, 16, 51 433 27, 36, 42 #1b242a 90, 69, 40, 89 7529 189, 177, 166 #bdb1a6 7, 14, 20, 21 PMS RGB HEX CMYK 2935 0, 91, 187 #005bbb 100, 52, 0, 0 2985 0, 149, 129 #009581 97, 1, 49, 3 1385 212, 118, 0 #d47600 0, 56, 100, 7 109 254, 209, 0 #fed100 0, 10, 100, 0 Cool Gray 6 173, 175, 175 #adafaf 18, 11, 8, 23 431 94, 106, 113 #5d676f 45, 27, 17, 51 7528 202, 192, 182 #cac0b6 5, 10, 17, 15 3245 1365 255, 182, 82 #ffb652 100 243, 236, 122 #f3ec7a 0, 0, 58, 0 Cool Gray 1 224, 225, 221 #eoe1dd 3, 2, 4, 5 427 209, 212, 211 #d1d4d3 7, 3, 4, 5 7527 218, 215, 203 #dad7cb 3, 4, 14, 8
  • The primary palette can be broken into pairings to best meet the needs of a design. As a general rule, start with the dominant color that best matches the tone of the main image in a design. For example, if a photo has primarily cool tones, start with Palette 1.
  • These pairings are comprised of a dominant analogous set with a single complimentary color from the primary palette. This compliment art color is used among the set to highlight or distinguish elements within a design.
  • These pairings represent the only approved color palettes. New palettes should not be created.
  • Palette 1 - Sea Palette 2 - Summer Palette 3 - Sunset Palette 4 - Sunrise Palette 5 - Classic Palette 6 - Urban
  • These examples show how the palettes can be paired with the existing tone of photography.
Typography
  • The chosen typefaces to express The City of San Diego brand are the full typeface families of Merriweather and Open Sans. Both fonts are available on city computers.
  • Merriweather: This serif typeface family is intended for body copy and text applications. Ten point is the acceptable standard font size.
  • Open Sans: This typeface family is for body copy and for all headlines.
  • Main Title Open Sans Semi Bold -64 Headline Open Sans Reg -48 Open Sans Bold -15 SUBHEAD Open Sans Bold -13 Subhead Merriweather Reg -10 Paragraph Merriweather Reg -8 Small Paragraph or Call-Out Merriweather Regular -10 Opt. Open Sans Regular -10 Opt.
Logo Usage
  • Always use the logos in accordance with these guidelines.
  • The logo is composed of three parts; the sails, the preface, and the logotype. When all these elements combine-we have the complete logo.
  • For the Preface, “The City” is set in Merriweather Bold, with “of” being Merriweather Bold Italicized.
  • The logotype is set in Sifonn Basic.
  • Working with the logos requires consistent clearspace. Clearspace is the “blank” space ( X ) around the entire logo that is free of text and other graphics. The clearspace has been set according to specific dimensions of the different logo components. 1x is the minimum amount of clearspace needed.
  • Spacing of the primary logo elements should never change.
  • The method for spacing is measured in relative “x” units. One “x” can be determined from the height of the letter “D” in the logotype.
  • Electronic files of the City logo in different formats are available for download at www.sandiego.gov/communications/design
  • Variations of the primary logo can be used for communicating across different size and media requirements. The content and size should define what type of layout to use.
  • The color and reverse variations can be applied to the alternate logos.
  • The full-color logo should be used as much as possible across digital and printed materials. The reversed option (next page) should also be used whenever possible.
  • The four-color logo removes gradients from the sails of the logo.
  • The two-color logo uses the black and blue colors from the palette.
  • A single-color can be used for any of the logo alternates when considering printing costs. For example, printing a T-shirt design.
  • This option is to be used for low fidelity printing. For example, drafts, faxes or receipts.
  • The reverse logo version is for use in applications with dark or solid-color backgrounds.
  • Using the approved rules and logo versions explained in this style guide will strengthen brand consistency and maintain the integrity of the identity.
  • Incorrect usage of The City of San Diego identity, as seen here in several examples, should be avoided.
  • Don’t remove elements
  • Don’t add elements
  • Don’t rotate.
  • Don’t change spacing
  • Don’t change kerning
  • Don’t resize the symbol
  • Don’t change type
  • Don’t change colors
  • Don’t reposition
  • Don’t stretch
  • Don’t resize the type
  • Don’t cover up
  • The City of San Diego logo can be used to create department logos. For consistency, always use the provided templates found on the next page.
  • Always start with the approved template
  • Always keep department names left justified
  • Use the font: Merriweather -Regular
  • Don’t have a department name wrap more than three lines
  • Don’t change alignment or geometry
  • Don’t change or add elements
  • Don’t break the department name to two lines if the first word of the department name is shorter than the logo
  • Don’t brand to a division or program, only to the City or department
  • Do not expand out to division or program name
Tone And Messaging
  • The Style Guide provides a comprehensive foundation of graphic standards for proper presentation of the City of San Diego’s visual identity. Use of the Style Guide improves communication by ensuring consistency within an organization and enforces best practices by guiding designs to a quickly recognizable professional outcome.
  • The Style Guide is derived from two key elements: the color palette and the City logo. Together they provide a unifying theme and position the City as One San Diego, speaking with one, unified voice.
  • Development of the style guide is grounded in extensive research and testing. Focus groups, user interviews and online surveys captured participant’s ideas and opinions. Key decisions regarding content and logo were based on feedback from the public.
  • The City can push its identity into exciting new areas. However, the identity can only make a positive impact if it is used consistently and correctly.
  • Design values serve as an outline to follow during the design of a project.
  • Key questions to ask: • What is the intent of the document? • Will users understand its intent or take intended action? • Is this the correct approach for the project?
  • Guidelines to follow: 1 Simple • Simple visuals are easier to consume, process and remember • Everything should be visually clear 2 Accessible • Always design within the context of your audience. No one should feel left out • Everyone should have the resources they need to become a contributor 3 Consistent • Consistent visual languages build trust • Visual repetition lowers the barrier to entry for communicating information 4 Contrasted • Create a clear hierarchy of information using strong contrast. Things should have differing size, shape and color depending on importance • Lead the user on the intended path you want them to take—make it overly-obvious
  • Community engagement throughout the city reinforced the need to adhere to the values San Diegans say matter the most.
  • San Diego values community and takes pride in its neighborhoods and military.
  • San Diego values the diversity of its citizens (and their cultures) and our landscapes.
  • San Diego values outdoor living, the communities that come with it.
  • San Diego’s geography keeps us outside and enables an active lifestyle.
  • Email is an acceptable form of communication in the City. However, it is important to remember that the tone and format of the email represents the City as an organization, and must always be professional.
  • A consistent email signature that follows the Visual Style Guide standards adds a professional touch and an immediate connection to the City brand. All City employees should use the email signature block provided below.
  • PLEASE NOTE: Personal quotes, graphics and social media icons should not be used in the email signature. However, it is permissible to add certain standardized language, such as legal disclosure policies or requests to minimize paper usage.
Brand Values
  • Design values serve as an outline to follow during the design of a project.
  • Key questions to ask: • What is the intent of the document? • Will users understand its intent or take intended action? • Is this the correct approach for the project?
  • Guidelines to follow: 1 Simple • Simple visuals are easier to consume, process and remember • Everything should be visually clear
  • 2 Accessible • Always design within the context of your audience. No one should feel left out • Everyone should have the resources they need to become a contributor
  • 3 Consistent • Consistent visual languages build trust • Visual repetition lowers the barrier to entry for communicating information
  • 4 Contrasted • Create a clear hierarchy of information using strong contrast. Things should have differing size, shape and color depending on importance • Lead the user on the intended path you want them to take—make it overly-obvious
  • Community engagement throughout the city reinforced the need to adhere to the values San Diegans say matter the most.

  • 1 Togetherness San Diego values community and takes pride in its neighborhoods and military.

  • 2 Diversity San Diego values the diversity of its citizens (and their cultures) and our landscapes.

  • 3 Adventures San Diego values outdoor living, the communities that come with it.

  • 4 Singular Geography San Diego’s geography keeps us outside and enables an active lifestyle.

Visual Style
  • The Style Guide provides a comprehensive foundation of graphic standards for proper presentation of the City of San Diego’s visual identity. Use of the Style Guide improves communication by ensuring consistency within an organization and enforces best practices by guiding designs to a quickly recognizable professional outcome.
  • The Style Guide is derived from two key elements: the color palette and the City logo. Together they provide a unifying theme and position the City as One San Diego, speaking with one, unified voice.
  • Simple visuals are easier to consume, process and remember
  • Everything should be visually clear
  • Always design within the context of your audience. No one should feel left out
  • Everyone should have the resources they need to become a contributor
  • Consistent visual languages build trust
  • Visual repetition lowers the barrier to entry for communicating information
  • Create a clear hierarchy of information using strong contrast.
  • Things should have differing size, shape and color depending on importance
  • Lead the user on the intended path you want them to take—make it overly-obvious
  • In order to maintain the integrity of the seal, the minimum diameter size should be .75 inches for print or 116 pixels for digital applications.
  • The clearspace for the seal should always be a minimum of 25% of the overall height—as shown here.
  • Working with the logos requires consistent clearspace. Clearspace is the “blank” space ( X ) around the entire logo that is free of text and other graphics. The clearspace has been set according to specific dimensions of the different logo components. 1x is the minimum amount of clearspace needed.
  • Spacing of the primary logo elements should never change.
  • The method for spacing is measured in relative “x” units. One “x” can be determined from the height of the letter “D” in the logotype.
  • Variations of the primary logo can be used for communicating across different size and media requirements. The content and size should define what type of layout to use.
  • The full-color logo should be used as much as possible across digital and printed materials. The reversed option (next page) should also be used whenever possible.
  • The four-color logo removes gradients from the sails of the logo.
  • The two-color logo uses the black and blue colors from the palette.
  • A single-color can be used for any of the logo alternates when considering printing costs. For example, printing a T-shirt design.
  • This option is to be used for low fidelity printing. For example, drafts, faxes or receipts.
  • The reverse logo version is for use in applications with dark or solid-color backgrounds.
  • Using the approved rules and logo versions explained in this style guide will strengthen brand consistency and maintain the integrity of the identity.
  • Incorrect usage of The City of San Diego identity, as seen here in several examples, should be avoided.
  • Color matters. Always use the appropriate version of the color palette for your needs. The four versions are: Pantone (PMS), CMYK, RGB, Hex.
  • The primary palette can be broken into pairings to best meet the needs of a design. As a general rule, start with the dominant color that best matches the tone of the main image in a design. For example, if a photo has primarily cool tones, start with Palette 1.
  • These pairings are comprised of a dominant analogous set with a single complimentary color from the primary palette. This compliment art color is used among the set to highlight or distinguish elements within a design.
  • These pairings represent the only approved color palettes. New palettes should not be created.
  • Simplicity is key to data communication. These examples are characterized by simple lines, colors and shapes. Do not add flourishes beyond necessity.
  • Aways maintain high contrast for low light screens and the visually impaired.
  • Whenever possible alternate between warm and cool colors. This will ensure maximum legibility. See the color palette on page 27 and 28.
  • Be bold. Use thick shapes and lines.
Layout And Composition
  • In order to maintain the integrity of the seal, the minimum diameter size should be .75 inches for print or 116 pixels for digital applications.
  • The clearspace for the seal should always be a minimum of 25% of the overall height—as shown here.
  • Working with the logos requires consistent clearspace. Clearspace is the “blank” space ( X ) around the entire logo that is free of text and other graphics. The clearspace has been set according to specific dimensions of the different logo components. 1x is the minimum amount of clearspace needed.
  • Spacing of the primary logo elements should never change.
  • The method for spacing is measured in relative “x” units. One “x” can be determined from the height of the letter “D” in the logotype.
  • Variations of the primary logo can be used for communicating across different size and media requirements. The content and size should define what type of layout to use.
  • Incorrect usage of The City of San Diego identity, as seen here in several examples, should be avoided.
  • Don’t remove elements
  • Don’t add elements
  • Don’t rotate.
  • Don’t change spacing
  • Don’t change kerning
  • Don’t resize the symbol
  • Don’t change type
  • Don’t change colors
  • Don’t reposition
  • Don’t stretch
  • Don’t resize the type
  • Don’t cover up
  • For consistency, always use the provided templates found on the next page.
  • Always start with the approved template
  • Always keep department names left justified
  • Don’t have a department name wrap more than three lines
  • Don’t change alignment or geometry
  • Don’t change or add elements
  • Don’t break the department name to two lines if the first word of the department name is shorter than the logo
  • Don’t brand to a division or program, only to the City or department
  • Do not expand out to division or program name
  • Main Title Open Sans Semi Bold -64 Headline Open Sans Reg -48 Open Sans Bold -15 SUBHEAD Open Sans Bold -13 Subhead Merriweather Reg -1 O Paragraph Merriweather Reg -8 Small Paragraph or Call-Out Merriweather Regular -1 Opt.
  • White Background so’) Department Headline: 40 pt Open Sans Subhead: ——➔ 28 pt Open Sans ,::::’.’.,!::., ‘""’"-’ “”’ J adtptsclng eltt. sed do elusmod tempor incididunt Body Text: ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco 18 pt Open Sans laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in aute Clearspace: voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non lmage and text should proident, sunt in culpa qui officia deserunt mollit maintain a minimum 0.5 in. space
Email Signature
  • Email is an acceptable form of communication in the City. However, it is important to remember that the tone and format of the email represents the City as an organization, and must always be professional.
  • A consistent email signature that follows the Visual Style Guide standards adds a professional touch and an immediate connection to the City brand. All City employees should use the email signature block provided below.
  • PLEASE NOTE: Personal quotes, graphics and social media icons should not be used in the email signature. However, it is permissible to add certain standardized language, such as legal disclosure policies or requests to minimize paper usage.
  • Signature should always be in black font color
  • 10 pt Merriweather Bold 10 pt Open Sans Regular Employee First & Last Name -Position City of San Diego NOTE: Signature should always be Department in black font color T (619) 000-0000 C (619) 000-0000 sandiego.gov 18 pt Open Sans Bold (All Caps) CONFIDENTIAL COMMUNICATION __l This electronic mail message and any attachments are intended only for the use of the addressee(s) named above and may contain information that is privileged, confidential and exempt from disclosure under applicable law. If you are not an intended recipient, or the employee or agent responsible for delivering this e-mail to the intended recipient, you are hereby notified that any dissemination, distribution or copying of this communication is strictly prohibited. If you received this e-mail message in error, please immediately notify the sender by replying to this message or by telephone. Thank you. 8 pt Open Sans Regular
Charts Graphs And Maps
  • Simplicity is key to data communication. These examples are characterized by simple lines, colors and shapes. Do not add flourishes beyond necessity. For larger number displays use the Merriweather typeface found on page 24.
    1. Aways maintain high contrast for low light screens and the visually impaired.
    1. Whenever possible alternate between warm and cool colors. This will ensure maximum legibility. See the color palette on page 27 and 28.
    1. Be bold. Use thick shapes and lines.
  • Pie charts should always be accompanied with a key
  • Bar graphs should always be accompanied with a key
  • For digital applications, it is recommended to use Google Maps. It is free, reliable and familiar to most users. When appropriate, take advantage of the custom color options available within the Google Maps API.
  • A custom branded map pin can be used when applicable as shown here.
Design Samples And Templates
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