BRAND GUIDELINES

BUILDING BRAND EQUITY THROUGH

CONSISTENTLY DESIGNED

COMMUNICATIONS

JUNE 20, 2018

2ONE ALBUQUERQUE 2018 BRAND GUIDELINES

W H Y B R A N D G U I D E L I N E S ?

The key to the value of well-known brands such as Apple, Nike, Starbucks, Target and United Way, to

name a few, is that the owners/users of these brands have adhered to a strict set of guidelines for the

use of their logo and other graphic standards in all communications, marketing and advertising. These

guidelines, when strictly followed, result in a brand that is strong and stable, and is easily identified in

the marketplace. Each and every application of the brand is a deposit in the bank of brand equity which

continues to build and grow.

One Albuquerque is committed to building brand equity through the use of a consistently designed com-

munications plan. Through the use and adherence to the graphic standards of this template, in concert

with other initiatives, programs and policies, we expect One Albuquerque to achieve the top-of-mind

recognition that will elevate the organization’s impact and reach to a much broader and deeper audience.

3ONE ALBUQUERQUE 2018 BRAND GUIDELINES

P E R M I S S I B L E U S E S O F T H E B R A N D S T Y L E

One Albuquerque’s Brand Guidelines should be considered a living document and thus will change or

evolve as we continue to clarify the brand attributes.

One Albuquerque’s new brand guidelines are effective beginning June 1, 2018.

For any questions you may have please contact Carlos Contreras by email carloscontreras@cabq.gov

4ONE ALBUQUERQUE 2018 BRAND GUIDELINES

B R A N D I D E N T I T Y & S T Y L E G U I D E E L E M E N T S

Brand identity elements or Style Guidelines are the key visual elements that our employees, stakeholders,

residents and businesses will recognize as One Albuquerque’s identity. It is important that the brand ele-

ments be used consistently in every application to achieve the most effective communication.

In this document, we are focusing on three elements (logo, color and typeface) that make up One Albu-

querque’s brand identity. Each of the elements has been created with standards to guide their use. Incor-

rect use will weaken the visual integrity of the identity.

5

12

16

18

23

L O G O D E S I G N & U S E

C O L O R

T Y P E FA C E S

C O R R E S P O N D E N C E

M A R K E T I N G C O L L AT E R A L

5ONE ALBUQUERQUE 2018 BRAND GUIDELINES

O N E A L B U Q U E R Q U E L O G O C O M P O S I T I O N

One Albuquerque’s logo has two compositions: horizontal and vertical. Acceptable composition structures and colors

for each are shown on the following pages. The One Albuquerque logo/icon should not be recreated in any manner.

Use vector, tif or jpeg files provided.

Horizontal Vertical

6ONE ALBUQUERQUE 2018 BRAND GUIDELINES

O N E A L B U Q U E R Q U E L O G O C O M P O S I T I O N

Horizontal Composition

Select the appropriate logo color application based on achieving the best contrast between the logo and the background,

regardless of background color.

Black + PMS 485 Red Reverse: White + PMS 485 Red

7ONE ALBUQUERQUE 2018 BRAND GUIDELINES

O N E A L B U Q U E R Q U E L O G O C O M P O S I T I O N

Vertical Composition

Select the appropriate logo color application based on achieving the best contrast between the logo and the background,

regardless of background color.

Black + PMS 485 Red Reverse: White + PMS 485 Red

8ONE ALBUQUERQUE 2018 BRAND GUIDELINES

O N E A L B U Q U E R Q U E L O G O C O M P O S I T I O N

Horizontal and Vertical Grayscale Compositions

Black + 50% Gray White + 50% Gray Black + 50% Gray White + 50% Gray

9ONE ALBUQUERQUE 2018 BRAND GUIDELINES

O N E A L B U Q U E R Q U E L O G O C L E A R Z O N E

Specific clear zones surrounding the logo ensure that the One Albuquerque logo is never crowded by surrounding elements.

The clear zones indicated in this guide are minimum clear zones; additional clear space is always preferable.

clear zone

clear zone

10ONE ALBUQUERQUE 2018 BRAND GUIDELINES

O N E A L B U Q U E R Q U E U N A C C E P T A B L E L O G O C O L O R S

Only the approved logo colors shown on the pages above should be used for reproducing the One Albuquerque logo. No

other color combinations are acceptable.

11ONE ALBUQUERQUE 2018 BRAND GUIDELINES

O N E A L B U Q U E R Q U E U N A C C E P T A B L E L O G O A L T E R A T I O N S

The One Albuquerque logo should never be set at an angle.

The One Albuquerque logo should never appear with a drop shadow.

The One Albuquerque logo should never appear with an outline.

12ONE ALBUQUERQUE 2018 BRAND GUIDELINES

O N E A L B U Q U E R Q U E L O G O C O L O R P A L E T T E

Correct use of the One Albuquerque logo colors will help our audiences recognize our materials at a glance.

The accuracy and consistency with which we use our colors is a vital part of our identity.

Guidelines and formulas for the One Albuquerque logo colors are provided here. Every printing application will vary.

To ensure colors are printed correctly and consistently, press proofs and press approvals are recommended for

all printed materials that are produced.

One Albuquerque

B L A C K

Coated: Black

Coated 4-Color Process: C=0, M= 0, Y=0, K=100

Uncoated: Black

Uncoated 4-Color Process: C=0, M= 0, Y=0, K=100

RGB: R=0, G=0, B=0

HTML: 000000

One Albuquerque

4 8 5

One Albuquerque

C O O L G R A Y 1 0

One Albuquerque

7 4 1 2

Coated: Pantone 485

Coated 4-Color Process: C=0, M= 95, Y=100, K=0

Uncoated: Pantone 485

Uncoated 4-Color Process: C=0, M= 95, Y=100, K=0

RGB: R=204, G=51, B=51

HTML: cc3333

Coated: Pantone Cool Gray 10

Coated 4-Color Process: C=61, M=53, Y=48, K=19

Uncoated: Pantone Cool Gray 10

Uncoated 4-Color Process: C=61, M=53, Y=48, K=19

RGB: R=99, G=101, B=106

HTML: 63656a

Coated: Pantone 7412

Coated 4-Color Process: C=20, M=40, Y=100, K=0

Uncoated: Pantone 7412

Uncoated 4-Color Process: C=20, M=40, Y=100, K=0

RGB: R=204, G=153, B=51

HTML: cc9933

S E C O N D A R Y C O L O R P A L E T T E

13ONE ALBUQUERQUE 2018 BRAND GUIDELINES

O N E A L B U Q U E R Q U E D E P A R T M E N T C O L O R P A L E T T E ( H O R I Z O N T A L L O G O )

Guidelines and formulas for the One Albuquerque department colors are provided here. These colors have been selected to comple-

ment the primary color palette.

O N E A L B U Q U E R Q U E D E P A R T M E N T C O L O R S

transit

AFD

city of albuquerque

emergencymanagement

APD

economic development

cultural services

aviation

parks & recreation

senior a�airs

planning

animal welfare

municipal development

equity &inclusion

solid waste

film o�ce

finance

technology & innovation

family & community services

environmental health

human resources

14ONE ALBUQUERQUE 2018 BRAND GUIDELINES

O N E A L B U Q U E R Q U E D E P A R T M E N T C O L O R P A L E T T E ( V E R T I C A L L O G O )

Guidelines and formulas for the One Albuquerque department colors are provided here. These colors have been selected to comple-

ment the primary color palette.

O N E A L B U Q U E R Q U E D E P A R T M E N T C O L O R S

transit

emergencymanagement

city of albuquerque

AFD

APD economic development

cultural services

aviation

parks & recreation

senior a�airs

planning

animal welfare

municipal development

equity &inclusion

solid waste

technology & innovation

film o�ce

financefamily & community services

environmental health

human resources

15ONE ALBUQUERQUE 2018 BRAND GUIDELINES

O N E A L B U Q U E R Q U E D E P A R T M E N T C O L O R P A L E T T E

Guidelines and formulas for the One Albuquerque department colors are provided here. These colors have been selected to comple-

ment the primary color palette.

O N E A L B U Q U E R Q U E D E P A R T M E N T C O L O R S

Pantone 485City of Albuquerque

Pantone 485Emergency Mgt.

Pantone 485AFD

Pantone 7625Municipal Dev

Pantone 3145Aviation

Pantone 7704ABQ Film O�ce

Pantone 3272Equity & Inclusion

Pantone 659Solid Waste

Pantone 201Economic Dev.

Pantone 319Cultural Services

Pantone 408Human Resources

Pantone 7727Parks & Recreation

Pantone 383Transit

Pantone 300APD

Pantone PurpleTechnology & Innov.

Pantone 1505Animal Welfare

Pantone 3385Planning

Pantone 376Environmental Health

Pantone 527Senior A�airs

Pantone 124Family & Community

Pantone 272Finance

16ONE ALBUQUERQUE 2018 BRAND GUIDELINES

O N E A L B U Q U E R Q U E B R A N D F O N T S

Listed below are the approved fonts for One Albuquerque’s stationery and correspondence.

PROXIMA NOVA SEMIBOLD

proxima nova regular

Arial Regular/Arial Italic/Arial Bold

proxima nova regular

Publica Play Bold

For individuals’ names on business cards.

For One Albuquerque address on stationery.

For One Albuquerque web address on stationery.

For individuals’ titles on business cards.

For written and electronic correspondence.

17ONE ALBUQUERQUE 2018 BRAND GUIDELINES

O N E A L B U Q U E R Q U E B R A N D F O N T S

Listed below are the approved fonts for One Albuquerque’s advertising.

PROXIMA NOVA BOLD

PROXIMA NOVA EXTRA BOLD

Proxima Nova Regular

Publica Play Bold

For headlines.

For web address

For body copy

18ONE ALBUQUERQUE 2018 BRAND GUIDELINES

cabq.govcity of albuquerque OFFICE OF MAYOR TIM KELLERone civic plaza nw, 11th floorp.o. box 1293albuquerque, nm 87103505.768.0000

June 19, 2018

Diane Master1313 Newell Rd.Albuquerque, NM 87108

Dear Diane,

Lorem ipsum dolor sit amet, consecetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet do lore magna aliquam erat volutpat. Ut sis enim ad minim veniam, quis nostrud exerci tation ullamcorper sus cipit lo bortis nisl ut aliquip ex ea commodo conswquat. Duis autem vel eum iriure dolor in hendrerit in vulpu tate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, conse cetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

Ut sis enim ad minim veniam, quis no strud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea com modo conswquat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse mo lestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dig nissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Lorem ipsum dolor sit amet, consecetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

Kind regards,

Carlos ContrerasDirector of Marketing & Innovation

cabq.govOFFICE OF MAYOR TIM KELLERone civic plaza nw, 11th floorp.o. box 1293albuquerque, nm 87103

O N E A L B U Q U E R Q U E S T A T I O N E R Y T H E B R A N D E X P R E S S E D

Written Correspondence

1.125” margin

Body of letter:

Arial Regular 10 pt

Name & Title:

Arial Regular 10 pt

3” from top

city of albuquerque Diane Master1313 Newell RdAlbuquerque, NM 87108

4.75” from left edge

1.875” from top

Address:

Arial Regular 10 pt

PMS 485 RED BLACK

19ONE ALBUQUERQUE 2018 BRAND GUIDELINES

O N E A L B U Q U E R Q U E S T A T I O N E R Y T H E B R A N D E X P R E S S E D

City of Albuquerque Business Card

CARLOS CONTRERASdirector of marketing & innovation

o 505.768.3378m 505.350.5262e carloscontreras@cabq.gov

city of albuquerque

OFFICE OF MAYOR TIM KELLERone civic plaza nw, 11th floorp.o. box 1293albuquerque, nm 87103

Name:Proxima Nova Semibold8 ptTracking 0

Office of Mayor Tim KellerProxima Nova Regular7.75 ptTracking 0

Address, phone numbers and email address:Proxima Nova Regular8 ptTracking 0

o m w cabq.govPublica Play Bold9 ptTracking 0

Department NamePublica Play Bold9 ptTracking 20

Title:Proxima Nova Regular6.5 ptTracking 0

Please mind kerning between characters.

PMS 485 RED BLACK

20ONE ALBUQUERQUE 2018 BRAND GUIDELINES

O N E A L B U Q U E R Q U E S T A T I O N E R Y T H E B R A N D E X P R E S S E D

Department-Specific Business Card

BERNIE TOONdirector of transit

o 505.724.3100m 505.000.0000e btoon@cabq.gov

transit

CITY OF ALBUQUERQUEOFFICE OF MAYOR TIM KELLERalvarado transportation center100 1st st nwalbuquerque, nm 87102

Name:Proxima Nova Semibold8 ptTracking 0

Office of Mayor Tim KellerProxima Nova Regular7.75 ptTracking 0

Address, phone numbers and email address:Proxima Nova Regular8 ptTracking 0

o m w cabq.govPublica Play Bold9 ptTracking 0

Department NamePublica Play Bold9 ptTracking 20

Title:Proxima Nova Regular6.5 ptTracking 0

Please mind kerning between characters.

PLEASE REFER TO PAGE 15 FOR SPECIFIC DEPARTMENT PANTONE COLORS

BLACK

21ONE ALBUQUERQUE 2018 BRAND GUIDELINES

O N E A L B U Q U E R Q U E P R E S E N T A T I O N S T H E B R A N D E X P R E S S E D

Power Point Slide

city of albuquerque

Arial Bold 21 pt• Arial Regular 15 pt • Arial Regular 15 pt • Arial Regular 15 pt

22ONE ALBUQUERQUE 2018 BRAND GUIDELINES

Dear Becky,

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Sincerely,

Carlos

O N E A L B U Q U E R Q U E E L E C T R O N I C C O R R E S P O N D E N C E T H E B R A N D E X P R E S S E D

Email Signature

CARLOS CONTRERAS director of marketing & innovation

o 505.768.3378 m 505.350.5262cabq.com

Arial Bold Caps/PMS 323/13 pt

Appropriate Department Logo

Arial Bold Lower Case/PMS 485/13 pt

Arial Regular Lower Case/black/13 ptArial Bold/PMS 485/13 pt

Arial Bold/PMS 485/13 pt

Arial Regular/black/13 pt

Arial Regular/black/13 pt

city of albuquerque

23ONE ALBUQUERQUE 2018 BRAND GUIDELINES

Headline

cabq.gov

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in

Lorem ipsum dolor sit ametLorem ipsum dolor sit ametLorem ipsum dolor sit amet

cabq.gov

HeadlineLorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in

Lorem ipsum dolor sit ametLorem ipsum dolor sit ametLorem ipsum dolor sit amet

O N E A L B U Q U E R Q U E T H E B R A N D E X P R E S S E D

Flyer Mockups