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STYLE GUIDE
WE ARE DC
Government of the District of Columbia
MURIEL BOWSER, MAYOR
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INTRODUCTION
Purpose 1
Goal 1BRAND IDENTITY
Visual Branding 2OVERVIEW
We Are Washington DC Logo 3
Government of the District of Columbia Logo 4Logo Specifications 5Violations 7Government Branding 8Paid Advertisements 8Design Psychology 9COLOR
Official Palette 10Violations 10TYPOGRAPHY
Official Typeface 11
Accent Fonts 11Special Fonts 13Best Practices 13Typographic Hierachy 14Violations 15
TABLE OF CONTENT
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INTRODUCTION
PURPOSE
The purpose of this styleguide is to establish design guidelinesfor Visual Information Specialists and/or Graphic Designers asthey use their creativity to design graphics that will ensure theaudience will readily & easily recognize visual, messaging fromthe Government of the District of Columbia.
GOALThe goal of this styleguide is to make certain the Governmentof the District of Columbia communicates unified messagingthrough consistent branding.
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IDENTITY
BRAND IDENTITY
In today’s society, it is imperative to establish a brand identityto ensure an organization is recognized by its public. Theimportance of a brand identity is to provide a standard for howan organization is identified by design, color, and other visual
elements by its audience.
VISUAL BRAND
Our visual personality is comprised of three distinct characteris-
tics, which reinforce the mood of our brand visually and serve asguideposts to everything we createvisually and present to the public.
THREE VISUAL CHARACTERISTICS
SLEEK
BOLD
PROFESSIONAL
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WE ARE WASHINGTON DC
OVERVIEW
WE ARE WASHINGTON DC
The We Are Washington DC logo is the official symbol of theExecutive Office of the Mayor pursuant to Mayor’s Order2015-078 dated February 10, 2015.
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GOVERNMENT OF THE DISTRICT OF
COLUMBIA LOGO – STARS & BARS OVERVIEW
STARS & BARS
The Stars and Bars was adopted on October 15, 1938, byCongress as the official design for the District of Columbia.
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LOGO SPECIFICATIONSCOLOR VARIATIONSWe Are Washington DC and Stars & Bars logos must be repre-sented on all official government designs both digital and print.
Both logos shall only be presented in red, black, or white.
BLACK WHITE
WE ARE WASHINGTON DC
STARS & BARS
RED
BLACK WHITE RED
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SPECIFICATIONS
OFFICIAL RED
HEX: #bf0000
CMYK: 17, 100, 100, 9RGB: 191, 0, 0
OFFICIALThe official logo is a red graphic on a white background. Everyeffort should be made to use the default version of the logo,
however there will be occasions when one of the approvedvariants may be used as prescribed.
BREATHING ROOMThe logo needs space to breathe. For standard applications,
allow 1/8” of clear space per 1” of horizontal logo space. (1”÷ 8 =0.125”) So if you are printing a logo 2 1/2” wide, the required clearspace would be 2.5”÷ 8 = 0.3125” or 5/16”.
By default this clear space should be white (even on colored
backgrounds), in the approved color variations this 1/8’ spacingshould be filled with the designated color.
SCALE RECOMMENDATIONSThe logo should never appear smaller the 1” x 1.35” in print form. The logo should never
appear smaller the 100px x 135px in webform.
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VIOLATIONS
Do not use theOffical Blue for the
main graphic.
Do not change thecolor of the main
graphic.
Do not stetch or
shrink the logodisproportianately.
Do not add drop
shadows or other effects.
Do not change the
color of the text/symbols.
Do not rotate the logo. Do not use
unapproved colorsfor the background.
Do not use patterns
for the background.
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GOVERNMENT BRANDING
BRANDINGThe We Are Washington DC and Stars & Bars logos havebeen designed to establish the official branding logo for theGovernment of the District of Columbia.
The logos will be provided for your convenience.
The branding logo shall be represented on all official governmentdesigns both digital and print. The positioning order of logos
is as followed at the bottom of the graphic design: the hostingagency logo first and far left followed by supporting agency’slogos centered with the government branding logo last to the farright.
PAID ADVERTISEMENTThe government branding logo shall be included on all paidadvertisements in print, video, and digital.
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DESIGN PSYCHOLOGY
HOW TO CREATE A DC GOVERNMENT
PROMOTIONAL GRAPHIC DESIGN
DPR Aquatics Hiring FairOver 150 Summer Lifeguard Positions!
Turkey Thicket Recreation Center
1100 Michigan Ave., NE, Washington, D.C.
Lifeguard $11.50 per hour
For more information on Lifeguard positions,visit: http://summer.dpr.dc.gov.
Must Be At Least 16 Years Of Age • Free Training
You must appear in person to qualify for FREE training.
Saturday, May 2, 2015 • 10:00 am - 2:00 pm
1. Know your audience
2. Create a simple yet aesthetically pleasing concept • Graphics should display a clear subject matter
3. Clearly State:
• Title/Name of the event
• Hosting Agency
• Subject
• When• Where
• Contact Information (website) • Pertinent Information/ Must be known
> Requirements, Qualifications, and Timeframes
4. Branding
Concept includes:
• Graphics • Pictures • Fonts
• Color Scheme
Title/Nameof the event
Subject
When & Where
PertinentInformation
Contact
InformationHost Agency
Mayor’s Branding
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OFFICIAL PALETTE
The following are the official colors and variants.
OFFICIAL BLUE
HEX: #012c3bCMYK: 96, 71, 53, 56RGB: 1, 44, 59
OFFICIAL RED
HEX: #bf0000CMYK: 17, 100, 100, 9RGB: 191, 0, 0
90%
80%
70%
60%
50%
40%
90%
80%
70%
60%
50%
40%
MAIN COLOR ACCENT COLOR
VIOLATIONSSIMILAR REDS AND BLUESThe official colors should always be used. While many colors canbe used in conjunction with the official colors, the use of similarcolors should be avoided.
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The official Executive Office font face is Neutra Text. Thesefonts shall be used when creating official executive graphic de-signs. There are four variations of the font used:
Neutra Text Light1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
Neutra Text Book1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
Neutra Text Demi1234567890!@#$%^&*()ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Neutra Text Bold1234567890!@#$%^&*()ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
OFFICIAL TYPEFACE
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ACCENT FONTS
Century Gothic1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Helvetica Neue1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz Adobe Jensen Pro
1234567890!@#$%^&*() ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Times New Roman1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Complimentary fonts are typefaces that can be used inconjunction with Neutra Text when creating official executivegraphic designs. In these cases, these fonts shall be used sparing-ly and with lower priority than Neutra Text. These fonts can serveas the body font for documents and as accent fonts for flyers and
other graphics.
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SPECIAL FONTS
In some instances, special fonts will beneeded. These fonts should be usedsparingly and only to the highest text in thehierarchy. Aa
BEST PRACTICESBODY COPY
Neutra Text Book /Standard Sentence Case /Font Size: 14pt /Leading: 17pt/Left Justified with no breaks
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Phasellus cursus, tortor eget tempor bibendum, tortor elit
lobortis ante, sed blandit urna turpis sed nulla. Quisque ut nibh
eget urna auctor pharetra vel cursus diam. Morbi ut placerat
augue. Donec placera.
HEADINGSNeutra Text Demi & Bold / ALL CAPS / Font Size: 18pt
SAMPLE HEADING DEMISAMPLE HEADING BOLD
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COMMUNITY MEETINGSunday, March 1st 2015
COMMUNITYMEETING
Sunday, March 1st 2015
Lorem ipsum dolor sit amet, con-
sectetur adipiscing elit. Phasel-
lus cursus, tortor eget temporbibendum, tortor elit lobortis ante,
sed blandit urna turpis sed nulla.
Quisque ut nibh eget urna auctor
pharetra vel cursus diam. Morbi ut
placerat augue.
COMMUNITYMEETING
Sunday, March 1st 2015
Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
Phasellus cursus, tortor egettempor bibendum, tortor elit
lobortis ante, sed blandit urna
turpis sed nulla. Quisque ut nibh
eget urna auctor pharetra vel
cursus diam. Morbi ut placerataugue.
COMMUNITY MEETING
Sunday, March 1st 2015
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phaselluscursus, tortor eget tempor bibendum, tortor elit lobortis ante, sed
blandit urna turpis sed nulla. Quisque ut nibh eget urna auctor.
TYPOGRAPHIC HIERACHY
The different weights Neutra and accent fonts should be usedto stress the most important information. The information that ismost important should receive the heaviest weight, less relevantinformation should receive lower text weight.
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VIOLATIONS
MIXED FONT, CASE, WEIGHT, SIZEAny single phrase or block of text should use one font, case,weight, and size consistently.
WE ARE DC WE are DC WE ARE DC WE ARE DC
NEUTRA ITALICSNeutra italics should never be used, in any weight. If emphasis isneeded within body copy this should be achieved with a heavierweight.
Lorem ipsum dolor sit amet, consectetur adipiscing elit.Phasellus cursus, tortor eget tempor bibendum, tortor elit
lobortis ante, sed blandit urna turpis sed nulla. Quisque ut nibh
eget urna auctor pharetra vel cursus diam. Morbi ut placerataugue. Donec placerat eget nibh ac suscipit. Nam vitae turpis ac
dui volutpat facilisis sed eu nisl. Nulla augue tortor, pharetra ut
tempor quis, hendrerit sed lectus. Proin aliquet accumsan orci
quis efficitur. Quisque ut tempus.
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Phasellus cursus, tortor eget tempor bibendum, tortor
elit lobortis ante, sed blandit urna turpis sed nulla.
Lorem ipsum dolor sit amet, consectetur adipiscing elit.Phasellus cursus, tortor eget tempor bibendum, tortor
elit lobortis ante, sed blandit urna turpis sed nulla.
WE ARE DC
WE ARE DCWE ARE DC WE ARE DC
NO
YES
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CONCLUSION
This guide and its processes should enable you to producemore detail and higher quality visual designs that consistentlycarries the District Government’s messaging. Our brandingidentity helps the public recognize a DC government program,event, and initiative. Remember, our goal is to use visual art to
effectively convey our message to the public.
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