May 2017 - San Marcos, CA

Brand Identity Guidelines

May 2017

A Message from the City Manager

The City of San Marcos has experienced significant growth and change over the last few decades. Assuch, city leadership felt compelled to review the identity and principles that have made San Marcosgreat to ensure that these attributes are aligned with the bright future of this community.

To do this, we embarked on a comprehensive identity project to better define who we are, what we do and why we do it. We looked at our current reality, existing perceptions and our aspirations for the future.

The result of this intensive, research-based process provided the city with an identity, narrative, taglineand visual elements (logo, colors, typography) that exemplify what San Marcos is and strives to be. All ofthese elements are outlined and explained in this brand identity guidelines manual.

The city’s new expression of its brand identity will soon become our face to the world, so it is essentialthat it be used correctly and consistently – from business cards to vehicle decals to publications. Bydoing so, we help solidify our brand in the minds of visitors, residents and businesses.

This manual provides guidance for logo, color, typography and design usage. Your full cooperation andsupport of these guidelines are appreciated. As always, the office of communications is available to answer any questions you may have about brand implementation.

Thank you for your support of this important initiative.

Sincerely,

Jack Griffin, City Manager

Table of Contents

1.0 INTRODUCTION1.1 Overview1.2 Goals1.3 Consistency

2.0 THE SAN MARCOS BRAND2.1 Brand Platform and Tagline2.2 Logo2.3 Minimum Clear Space2.4 Color Palette2.5 Color Reference2.6 Acceptable Color Use2.7 Logo Misuse2.8 Logo Fonts2.9 Publication Fonts2.10 Supporting Graphics2.11 City Seal Use2.12 Sub-Brand Use

3.0 APPLICATIONS3.1 Letterhead3.2 Envelopes3.3 Business Cards3.4 Public Notices3.5 Agenda, Fax and Memo Cover Sheets3.6 Email Signature3.7 Report Covers3.8 PowerPoint Templates3.9 Formal Proclamation and Commendation3.10 Informal Certificate of Recognition

4.0 APPAREL4.1 Staff Shirts4.2 Uniforms4.4 Caps

5.0 VEHICLES5.1 City Vehicles5.2 Other Vehicles

6.0 SPECIALTY ITEMS6.1 Application Variety

7.0 SIGNAGE7.1 Monument7.2 Entry Signs7.3 Wayfinding

8.0 PUBLICATION STANDARDS8.1 Writing Style Guidelines8.2 Print-Ready Standards8.3 Newsletters8.4 Brochures, Flyers, Postcards8.5 Advertising8.6 Website Style Guidelines8.7 Social Media Guidelines8.8 Photography Guidelines

Introduction

City of San Marcos | INTRODUCTION 1.0

Overview


A strong community identity is supported by the adherence to this document.

A community identity helps audiences distinguish us from other cities and is built on the foundation ofcommunity experiences, perceptions and aspirations of residences, visitors and businesses. A successfulidentity must be accurate, deliver on its brand promise, and provide a consistent experience with everyencounter.

An identity is more than just a logo or a tagline. It is who the city is at its core – what, why and how it provides projects, programs and services to its various stakeholders.

While the city’s identity is so much more than its logo, this element – along with other visual communication elements – remain key to effectively communicating the city’s brand.

Graphic standards allow the many city departments and organizations to come together as a unifiedwhole before the community and region – one voice, one brand, one city.

This document outline the policies, procedures and graphic standards that must be followed in order to achieve a unified and consistent visual identity program for the City of San Marcos. This includes thecorrect use of the city logo, seal and city color palette in a variety of applications including letterhead,forms, signage, vehicles, promotional items and publications.

Goals


• Attract and grow business in San Marcos with a fresh identity that resonates with its assets.

• Reflect San Marcos’ variety of activities and vibrancy with residents that care so much about maintaining its beauty, culture and overall freshness.

• Present a comprehensive design scheme that reaffirms the city’s corporate identity, enhances its image within the community and region, and defines its unique position in relation to other world-class cities.

Consistency


How we communicate as an organization is as important as what we communicate. Simply put, standards are what put the identity in graphic identity. They enable an organization to maintain its distinctive look and feel in any situation.

As a visible and easily recognizable organization, it is essential to portray a consistent image across all visual platforms.

When producing materials on behalf of the City of San Marcos, follow the standards provided in thisguide. These guidelines are our team’s visual playbook, providing the guidelines necessary to reach ourgoal of clear communication and an effective brand image.

The brand must be consistent throughout all materials, internally and externally, in order to preserve itsvalidity. Consistent application of the logos, city colors, typography and supporting layouts are vital tostrengthening the city’s brand identity and brand recognition. By using its graphic elements consistentlyand judiciously, the City of San Marcos continues to distinguish itself from other cities while maintaininga positive image for the community.

As it is impossible to foresee and discuss every application of the San Marcos brand throughout theseguidelines, please contact the Communications Office with any questions or for clarification.

The Brand Identity Guidelines are located on the city’s Intranet, http://smc-intranet/index.aspx?page=154.

The San Marcos Brand

City of San Marcos | THE SAN MARCOS BRAND 2.0

Brand Platform and Tagline


The city’s brand platform defines the core elements of who we are, what we do and why we do it. It is aninternal facing tool that should guide messaging across the organization and to the public, but is notnecessarily language that would be presented directly to the public.

San Marcos Brand Platform

San Marcos is a diverse, vibrant community in northern San Diego County uncovering its potential as abusiness and entertainment center while celebrating its natural beauty and stronghold as an educationhub, in order to create a balanced community for everyone who calls it home.

San Marcos Tagline

Discover Life’s Possibilities

Logo


The new logo is intended to capture the spirit of the San Marcos community in a way that resonates withresidents and is attractive to businesses and visitors while complementing the city’s existing city seal.

By incorporating a stylized compass rose within the “SAN MARCOS” type, the design borrows from thecity’s existing color palette and the aesthetics found in the updated city website and refreshed San Marcos 360 magazine.

Inspired by San Marcos landscapes, the four brightly colored quadrants within the mark speak to the vibrant and diverse aspects of the San Marcos community. The classic directional symbol immediatelycommunicates exploration and discovery in a succinct but fresh way while paying tribute to the city’smotto, “Valley of Discovery.”

The introduction of a warm orange color for the tagline type “DISCOVER LIFE’S POSSIBILITIES” also tiesinto the Innovate 78 campaign’s selection of orange to represent San Marcos within the region.

Minimum Clear Space


Always surround the City of San Marcos logo by the amount of clear space specified.

The clear space specifications help to maintain integrity and presence when logos are placed in proximity to competing visual elements. Do not position text, graphic elements or other logos within the recommended clear space.

A

1/2 A

1/2 A

1/2 A

1/2 A

Color Palette


The City of San Marcos color palette consists of two primary colors and five secondary colorsinspired by the natural beauty of San Marcos.

Deep Sky Blue Poppy Sunset Coastal Blue Dusty Violet Pistachio Warm Gray

Color Reference


Deep Sky Blue Poppy Sunset Coastal Blue Dusty Violet Pistachio Warm Gray

PMS 7708

CMYK100 / 18 / 12 / 59

RGB0 / 86 / 112

HTML005670

PMS 7584

CMYK0 / 70 / 100 / 17

RGB186 / 88 / 38

HTMLBA5826

PMS 143

CMYK0 / 32 / 87 / 0

RGB241 / 180 / 52

HTMLF1B434

PMS 5493

CMYK47 / 4 / 16 / 16

RGB127 / 169 / 174

HTML7FA9AE

PMS 7654

CMYK34 / 55 / 10 / 4

RGB162 / 120 / 156

HTMLA2789C

PMS 577

CMYK35 / 2 / 58 / 0

RGB169 / 196 / 127

HTMLA9C47F

PMS Warm Gray 2

CMYK6 / 7 / 10 / 11

RGB203 / 196 / 188

HTMLCBC4BC

Acceptable Color Use


Full colorThis is the preferred use.

Two colorFor use only when two spot colors must be used.

One color blackFor use only when black ink is the only choice.

ReversedFor use only when logo must appear against a dark background.

One colorFor use only when one spot color must be used.

Full color is the preferred color treatment for the City of San Marcos logo; use this whenever possible.

Logo Misuse


Do not use color variations other than what is providedby the Communications Department.

Do not stretch, elongate or otherwise distort the logo.

Ensure consistent reproduction of the City of San Marcos logo. Some examples of common misuse are shownbelow. Although these do not represent every instance of misuse, they illustrate common situations to avoid.Use only approved digital art files.

Do not add drop shadows, outlines, bevels or other effects.

Do not add anything within the logo’s clear space.

Do not use an alternative font for any portion of the logoor tagline.

Do not place the color logo on a busy background.

www.san-marcos.net

Discover Life’s Possibilities

Logo Fonts


Scala Sans Small Caps is one of the base fonts used inthe City of San Marcos logo and tagline. It was designedby Dutch type designer Martin Majoor and is available ina variety of weights.

Scala Sans (body copy)

Aa Bb Cc Dd Ee Ff Ggabcdefghijklmnopqrstuvwxyz1234567890

Scala Sans Bold (headlines, subheads, sidebars)


Scala Sans Italic (subheads, sidebars)


Scala Sans Bold Italic (subheads, sidebars)


Scala Sans Small Caps(headlines, subheads, sidebars)


Nexa is used for some characters within the City of San Marcos logo. It was designed by Svetoslav Simovfor the Fontfabric Type Foundry. Known for its excellentlegibility in both web and print, it is available in weightsranging from thin to black.

Nexa (body copy)


Nexa Regular Italic (subheads, sidebars)


Nexa Bold (headlines, sidebars)


Nexa Bold (subheads, sidebars)


Publication Fonts


When a serif font is preferred, Cambria is recommended for all City of San Marcos correspondence and publications. Designed by Robert Slimbach for the ITC Foundry, it is available inweights ranging from book to black.

Cambria (body copy)

Aa Bb Cc Dd Ee Ff Ggabcdefghijklmnopqrstuvwxyz

1234567890

Cambria Italic (subheads, sidebars)


1234567890

Cambria Bold (headlines, sidebars)


1234567890

Cambria Bold Italic (subheads, sidebars)


1234567890

Source Sans Pro is the preferred choice for body copyin City of San Marcos publications. It was designed by Paul D. Hunt for Adobe and is available in multipleweights, from extra light to black.

Source Sans Pro (body copy)


Source Sans Pro Italic (subheads, sidebars)


Source Sans Bold (headlines, subheads, sidebars)


Source Sans Bold Italic (subheads, sidebars)


Supporting Graphics


Supporting graphics elements such as the one-color logo mark in either warm gray or white may be utilized to further communicate the City of San Marcos brand. The full-color logo mark may also be usedin some instances as a stand-alone graphic. See examples in the Applications 3.0 section.

The half-compass, one-color logo mark is also used as a graphic element inmany city communication designs. See examples of use in Letterhead onpage 3.1 and Public Notices on 3.4. The half-compass should only beused when the design accommodates it bleeding off the left-hand side ofthe layout. It should only be used in warm gray or white.

City Seal


Originally developed in 1963 to reflect thehistory of San Marcos, the official city seal wasmodernized and approved in June 1994 andrefreshed once more in 2012. The city seal iscodified in the San Marcos Municipal Code.

The city seal is designed to legitimize or validate documents. With the advent of thecity logo, the city seal will return to its elevated status and be reserved for use onofficial documents only.

The seal can be used on reports to council or committees, official memos, letters, certificates and proclamations.

The city seal should not be used in conjunction with the city logo.

In order to maintain the integrity of the seal,the minimum diameter should be 1.5 inchesfor print or 450 pixels for digital applications.

The clearspace for the seal should always bea minimum of 50 percent of the overallheight.

Around the seal perimeter are thewords “CITY OF SAN MARCOS.”

The city’s motto, “VALLEY OF DISCOVERY” is located inside the circleas well as the words, “INCORPORATED JANUARY 28, 1963 | CHARTERED JULY 4, 1994.”

The Twin Oaks, depicted in green,represent the city’s official tree.

Known as North County’s educationhub, Mount “P” and Craven Hall represent Palomar College andCal State San Marcos respectively.

As a prominent landmark, City Hallis depicted and represents localgovernment.

The San Marcos Creek representslandscapes and natural environmentunique to San Marcos.

INCORPORATED JANUARY 28, 1963 CHARTERED JU

LY 4, 1

994

V A L L E Y O F D I S C O V E R Y

Sub-Brand Use


Innovate 78Innovate 78 is a branded regional collaborative of the five SR-78 corridor cities – Carlsbad, Escondido, Oceanside, San Marcos and Vista – coming together with a shared vision to boost economic prosperity along the 78 Corridor. From tech startups to life sciences and communications,North County is the place where innovation and lifestyle collide. Here, in the five forward-thinkingcommunities that comprise the 78 Corridor, creative leaders are gathering to continue this momentum of innovation and success.

The Innovate 78 brand position helps the area, including San Marcos, stand out in the economicdevelopment marketplace. Intended to be used by the city’s Economic Development Office forthe purpose of regional economic development promotion, the Innovate 78 logo should appearwith the San Marcos logo and be consistent with this brand manual for any city-produced materialsand messaging. Innovate 78 is secondary to the City of San Marcos identity.

Region LogoThe 78 Corridor takes center stage in this logo. The sides of the dynamic brightly colored pentagon represent the five communities that comprise the 78 Corridor, individually unique andvibrant but strong and solid when working together. The shade within each colored triangle addsdimension and a sense of movement. The type is bold and strong just like the region itself. San Diego’s Upside is strategically located above the mark.

San Marcos Fire DepartmentThe San Marcos Fire Department (SMFD), operating as a special district, maintains a sub-brandedset of assets, which include the SMFD seal, patch and type face.

Please contact SMFD directly for their brand management guidelines.

Applications

City of San Marcos | APPLICATIONS 3.0

The following sample applicationsdemonstrate uses for theCity of San Marcos’ logo, colors,typography and graphics.

City of San Marcos, California 1 Civic Center Drive | San Marcos, CA 92069 | (760) 744-1050

[email protected] Development Division

www.san-marcos.net

Letterhead


1'' 3'' .5''

1.5''

1''

.25''.5625''

.5''

Please refer to page 2.5 for Pantone/CMYK color reference.

The department or division name is set in Scala Sans SmallCap 10 pt., poppy. The baseline should align with“SAN MARCOS.”

The department email is set in Source Sans Pro Bold 9 pt.,deep sky blue. The baseline should fall 1.5'' from the top ofthe letterhead and align with “Discover Life’s Possibilities.”

The City of San Marcos logo measures 3'' wide and is placed 1'' from the left. The baseline should fall 1.5'' from the top.

One-half of the compass mark is used as an additionalgraphic element in warm gray.

The color bar which runs along the bottom edge of the letterhead is a combination of deep sky blue and warm gray.

The words “City of San Marcos, California” is set in Scala Sans Small Cap 13 pt. and reverses out of the deep sky blueportion. Type should left align 1'' from the left.

The city address is set in Source Sans Pro Regular 9 pt., black.Vertical stroke dividers are in poppy. Type should right align.5'' from the right.

The city website is set in Source Sans Pro Bold 9 pt., deep skyblue. Type should right align .5'' from the right.

.3125''

1.625''

1 Civic Center Drive | San Marcos, CA 92069-2918

Department Name(760) 744-1050

www.san-marcos.net

CITY OF SAN MARCOS1 Civic Center Drive | San Marcos, CA 92069-2918


www.san-marcos.net

Envelopes


.75'' 2.5''


The City of San Marcos utilizes two envelopes – a standard#10 version and a converted back flap version for use by theCity Council and executive leadership team.

For both envelopes the placement of elements on the front is identical, the exception being department personalizationon the standard version.


The city logo measures 2.5'' wide and should be placed .75''from the left side of the envelope.

The address should right-justify 3.25'' from the left and be letter spaced to match the width of the city logo. Address lineis set in Source Sans Pro Regular 8 pt., black. The baselineshould measure 1.4375'' from the top.

On the standard envelope, the department name is set inSource Sans Pro Bold 9pt., deep sky blue. The phone numberis Source Sans Pro Regular 8 pt., black. The city’s website isset in Source Sans Pro Bold 9 pt., deep sky blue. These threelines have 9 pt. leading.

On the converted envelope for City Council, the words “CITYOF SAN MARCOS” reverse out of the deep sky blue back flapand are set in Source Sans Pro Bold 10 pt. The city address iscentered underneath in Source Sans Pro Bold 9 pt.

.25''

1.375''

2''

1.4375''

Standard envelope

Converted envelope

Business Cards


2.4375''


The City of San Marcos business card measures 3.5'' wide x 2'' high.

All copy right justifies .25'' from the right-hand side.


The city logo measures 2.4375'' wide and should be placed.25'' from the right side of the business card.

Employee name is set in Source Sans Pro Bold 9 pt., deep skyblue. Title, office and cell phone copy are set in Source SansPro Regular 8 pt. with 9 pt. leading, black. The “T:” and “C:”descriptors are set in Source Sans Pro Semibold 8 pt., poppy.

Employee email address, City website and City address areset in 8 pt. with 9 pt. leading.

Employee email address is set in Source Sans Pro Semibold,deep sky blue.

City email address is Source Sans Pro Bold, deep sky blue.

City mailing address is Source Sans Pro Regular, black. Thisline should be letter spaced to the width of the city logo. Thevertical dividing line appears in poppy.

.25''.3125''First name Last name

TitleT: (760)744-1050, ext. 0000

C: (000)000-0000 (if applicable)


first initial/[email protected]

.25''

.25''

1.375''

.3125''

Generic

Second sheet

Department specific

Public Notices


As public employees, it is important to provide clearcommunication that the public can understand anduse. All staff should work to make public notices andcity communications in “plain language.” By reducing jargon, simplifying sentence structure,and choosing easier words whenever possible, important information becomes clearer for everyone.

Examples of general public notice templates areshown at left. General and department-specific templates are available on the city’s intranet,http://smc-intranet/index.aspx?page=154. All template customizations should be coordinatedwith the Communications Office.

Agenda, Fax and Memo Cover Sheets


FAX COVER SHEETDATE:

TO:

COMPANY:

PHONE:

FAX:

COMMENTS:

NO. OF PAGES INCLUDING COVER:

FROM:

DEPARTMENT:

PHONE:

FAX:

NOTE: The information contained in this transaction is privileged, confidential and intended solely for the use of the individual or entity named above. If you are not the intended recipient you are hereby notified that any reading, dissemination, distribution or copying of this transmission is strictly prohibited. If you have received this communication in error, please notify us immediately by telephone and return the original communication to us at the address printed below via the United States mail. We will reimburse you for the mailing cost. Thank you.

City of San Marcos, California 1 Civic Center Drive | San Marcos, CA 92069 | (760) 744-1050

Examples of agenda, report, fax and memotemplates are shown below and are available on the city’s intranet, http://smc-intranet/index.aspx?page=154.

CITY COUNCILREGULAR AGENDA

City of San Marcos1 Civic Center Drive

San Marcos, CA 92069

Day, Month, 20176 pm

S T A F F R E P O R T

1 Civic Center DriveSan Marcos, CA 92069

File #: AAA-0000

MEMORANDUM

TO:

FROM:

DATE:

SUBJECT:

Email Signature


NAME | TitleCity of San Marcos | 1 Civic Center Drive, San Marcos CA 92069T: (760) 744-1050, ext. 0000 | C: (760) [email protected] | www.san-marcos.net

Discover San Marcos on social media:Facebook | Twitter | Instagram | LinkedIn | YouTube

Email is an acceptable form of communication in the city. However, it is important to remember that thetone and format of the email represents the city as an organization, and must always be professional.

A consistent email signature that follows these standards adds a professional touch and an immediateconnection to the city brand. All city employees should use the email signature block provided below.

PLEASE NOTE: Personal quotes, graphics, backgrounds, links or social media icons should not be used in the email signature orembedded as a background email template. It is permissible to add certain standardized work-related language, such as legaldisclosure policies and helpful links approved by the Department. Images and logos (outside of what is shown below) should notbe included in an email signature.

Report Covers


Examples of report cover templates are shown below and are available on the city’s intranet, http://smc-intranet/index.aspx?page=154. All template customizations should be coordinated with theCommunications Office.

PowerPoint Templates


Examples of PowerPoint templates are shown below and are available on the city’s intranet, http://smc-intranet/index.aspx?page=154. Staff will have the opportunity to select from multiple templates. Consideration for presentation purpose should be given when selecting templates. Each template also provides formatting tips that should be followed in order to effectively communicate information to the public.

Formal Proclamationand Commendation


The City of San Marcos formal proclamationand commendation feature the officialcity seal. Both are available in 11'' x 17'' and 8.5'' x 11'' formats. All requests for formal proclamations and commendations can be madethrough the City Clerk’s Office.

The San Marcos City Councilhereby recognizes theWhereas, lorem ipsum dolor sit amet, consectetur adispiscing elit. Fusce vitae libero elementum, luctus massa sit amet, ingillajusto. Nam vitae placerat tortor, eget sempur turpis; and

Whereas, etiam viverra scelerisque lectus in imperdiet. Fusce ac portitor libero. Duis ea augue degnissim, eleifend magna sit amet; andNow therefore, lorem ipsum dolor sit amet, consectetur adispiscing elit. Fusce vitae libero elementum, luctus massa sit amet, ingilla justo. Nam vitae placerat tortor, eget quisque elementum, tortor sollicitdin.

Presented this Day, Month, YearName, Mayor

Name, Vice MayorName, Council Member

Name, Council MemberName, Council Member

Name HereThe San Marcos City Council hereby recognizes the

Whereas, lorem ipsum dolor sit amet, consectetur adispiscing elit. Fusce vitae libero,luctus massa sit amet, ingilla justo. Nam vitae placerat tortor, eget sempur turpis; andWhereas, etiam viverra scelerisque lectus in imperdiet. Fusce ac portitor libero. Duis ea augue degnissim, eleifend magna sit amet; and

Now therefore, lorem ipsum dolor sit amet, consectetur adispiscing elit. Fusce vitae libero,luctus massa sit amet, ingilla justo. Nam vitae placerat tortor, eget quisque elementum.Presented this Day, Month, Year

Name, MayorName, Vice Mayor

Name, Council MemberName, Council MemberName, Council Member

Name Here

Informal Certificate of Recognition


An example of an informal certificate of recognition template is shown below and is available on thecity’s intranet, http://smc-intranet/index.aspx?page=154. Certificates may also be requested throughthe City Clerk’s Office.

The San Marcos City Council does hereby present

with an honorable Certificate of Recognition for service to thecommunity, dhsiour ehiw shsi ewhidow rheie shs shir.

Mhdk sdoi ro ibuos wheio us this shoiure sufi dhwioe resiour.

Presented this Day, Month Year

Name Here

Name, Mayor

Name, Vice Mayor

Name, Council Member



Apparel

City of San Marcos | APPAREL 4.0

Clothing examples represent best practice guidelines. Careful consideration should begiven to the selection of material color to complement and coordinate with the City ofSan Marcos brand.

Staff Shirts


Examples of best practice guidelines are shown.

Because of embroidery size limitations, the brandtagline has been lengthened in these examples toblock underneath the San Marcos logo.

The compass rose can be added on the sleeve as an added graphic punch. Departments could alsoelect to add their department name underneath the rose.

Special consideration should be given to threadcolor choices to ensure proper contrast andreadability against the material color. Since thereare a vast amount of styles and material choices inthe apparel marketplace, please consult with theCommunications Office to make sure color selections fall within approved guidelines.

PARKRANGER

PARK RANGER

Uniforms


Examples of best practice guidelines are shownfor the Public Works employees and Park Rangerstaff. Other city departments/divisions should usesimilar guidelines for field staff uniforms.

Special consideration should be given to threadcolor choices to ensure proper contrast andreadability against the material color. Since thereare vast amounts of styles and material choices inthe apparel marketplace, please consult with theCommunications Office to make sure color choiceselections fall within approved guidelines.

Bob

PUBLICWORKS

YOUTH PROGRAMS

STAFF

SAN

MA

RC

OS YOUTH PROG

RA

MS

AQUATICS

STAFF

SAN

M

ARCOS AQUATICS

Uniforms


Examples of best practice guidelines are shownfor the Aquatics and Community DevelopmentYouth Programs staff. Other city department/divisions should use simialr guidelines for field staffuniforms.

Special consideration should be given to thread orink color choices to ensure proper contrast andreadability against the material color. Since thereare vast amounts of styles and material choices inthe apparel marketplace, please consult with theCommunications Office to make sure color choiceselections fall within approved guidelines.

CODEENFORCEMENT

CODEENFORCEMENT

Caps



Special consideration should be given to threadcolor choices to ensure proper contrast andreadability against the material color. Please consult with the Communications Office to makesure color selections fall within approved guidelines.

CODEENFORCEMENT

Vehicles

City of San Marcos | VEHICLES 5.0

The city logo should be used to identify all officialcity vehicles. For white vehicles, the full color logoshould be used. For a color vehicle, an all-whitelogo should be used.

123

City of San Marcos

City Vehicles



City of San Marcos

Other Vehicles


The San Diego County Sheriff’s Department and theSan Marcos Fire Department maintain their ownbrand guidelines apart from the city’s identity outlined in this document. Please contact either department directly for their brand managementguidelines.

Specialty Items

City of San Marcos | SPECIALTY ITEMS 6.0

The use of specialty items is a valuable way to promote the city’s brand. Items can be given awayat special events and community meetings. Promotional products help reinforce the city’sidentity by placing its branding on commonly used items like pens, t-shirts, mugs and tote bags.

Specialty Items


Below are examples of best practice guidelines. Care should be taken in selecting items that fall withinthe color palette parameters and complement the City of San Marcos brand.

Specialty Items


Below are examples of best practice guidelines. Care should be taken in selecting items that fall withinthe color palette parameters and complement the City of San Marcos brand.

Signage

City of San Marcos | SIGNAGE 7.0

Signage examples represent best practice guidelines. Although brand uniformity and consistency of message is essential, considerationshould be given to architecture, color and space.Consult a professional sign company for best materials to use on a particular surface. Make sure the City of San Marcos logo is readable from a distance and proportionally correct for the space.

Monument


Below are examples of best practice guidelines. Consult a professional sign company for best materials.

Welcome to

Entry Signs


Below are examples of best practice guidelines. Consult a professional sign company for best materials.

Welcome to

Wayfinding


KB HOME

HALLMARK LOMA ALTA

CORTE BELLA

LAS POSAS PARK/POOL

Below is an example of best practice guidelines. Consult a professional sign company for best materials.

Publication Standards

City of San Marcos | PUBLICATION STANDARDS 8.0

Publication standards are an extension of the city’s graphic standards and an important part ofthe city’s overall brand identity. The standards andguidelines play an important role in ensuring thecity’s brand is carried out consistently in spokenand printed word as well as through various mediums (social media, website, photography, etc.)

Writing Style Guidelines


Establishing a preferred writing style helps an organization achieve a consistent presentation throughoutan array of printed and electronic communication. Although rules exist for grammar and punctuation,not all questions of writing style have a right or wrong answer.

In writing for the city, the tone of the city’s writing should be friendly, welcoming and jargon-free for readers. To enhance the professionalism and consistency of city communication, city staff in all departments is urged to follow the guidelines for internal and external written communication outlined in the city’s writing guidelines policy. The policy can be found on the intranet at http://smc-intranet/index.aspx?page=154.

Print-Ready Standards


This section will be added in the future.

Newsletters


This will be inserted after 360 redesign.

Brochures, Flyers, Postcards


Examples will be inserted as new designs are developed.

Advertising


Examples of city pull-up banners are shown.Since there are endless advertising mediumsand possibilities, please consult with theCommunications Office to ensure projectsfall within approved guidelines.

Website Style Guidelines


The city’s website, www.san-marcos.net, plays a critical role in sharing messaging and visual graphicsthat support the city’s brand. Please see the city’s full website style guidelines policy for rules and regulations that govern this communication tool. The policy can be found on the intranet at http://smc-intranet/index.aspx?page=154.

Social Media Guidelines


Social media is another realm where the city’s brand may be leveraged to enhance its image. Please seethe city’s full social media policy for guidance on tone, graphics and other rules for this medium. The policy can be found on the intranet at http://smc-intranet/index.aspx?page=154.

Photography Guidelines


Photography is a powerful and dynamic tool. It should communicate San Marcos’ diversity, personalityand vibrancy. Photography should convey emotions and atmosphere. Look beyond the straightforwardand typical shots to find a more inspirational perspective.

Images should feel observational and spontaneous rather than staged, and show a contrast with ourbeautiful landscapes, architecture and the energy of the people who live, work and play in San Marcos.

Images can be reproduced in full color, single color (monotone), and black and white. Only use imagesthat are relevant and add value. Ensure the content does not offend or alienate.

Resolution:

Images that are used in printed materials should be reproduced at print quality – 300 dpi.

Complete photography guidelines can be found on the intranet at http://smc-intranet/index.aspx?page=154.

Documents

May 2017 - San Marcos, CA