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REV 1.3 America’s Family Community REXBURG, IDAHO BRAND GUIDELINES REXBURG BRAND GUIDELINES | REV 1.3 INTRODUCTION | 02 Welcome to Rexburg. Welcome to the family. We are more than just a city. We are a family of amazing people with different backgrounds and perspectives working together to create an amazing community. We love our city, which is to say, we love the people who live, play, and work here. This book outlines Rexburg’s philosophy and provides guidance for creating and maintaining our brand. REXBURG BRAND GUIDELINES | REV 1.3 14 Our Brand System 16 Our Logo 26 Official Seal 29 Our Typography 33 Our Colors 35 Our Photography 42 Our Brand in Action 52 Our Swag 02 Rexburg Is 05 What We Believe 06 Our Logo 07 Who We Are 08 Our Mission 09 Our Values CONTENT | 03 WHO WE ARE: HOW WE LOOK: Content This book is divided into two sections. The first describes who we are, our mission, and values. The second contains our visual brand elements. Together these make up our brand. Our brand is more than visual style, it is something we live and our community becomes a part of. Welcome to Rexburg. Welcome to the Family. REXBURG BRAND GUIDELINES | REV 1.3 WHO WE ARE | 04 America’s Family Community. It’s who we are. It’s what we’re made of. CONTENT | 5REXBURG BRAND GUIDELINES | REV 1.3 We believe in families… This city is special because we believe in families, and in the goodness found within people. People, working together and with a just cause or purpose are the most powerful force for positive impact and change in our world. In Rexburg we call our neighbors our family and we share common “family values” that build strong and healthy communities. We believe that a city government can embody and empower the goodness of family values. Government founded on these values in turn acts as one of the most powerful vehicles in today’s world. It will leave a lasting impact in our city and society. Rexburg is a place where all families, regardless of their makeup or structure can thrive. We show love, concern, and respect for our children, youth, adults, and the elderly. Rexburg desires to create a city where all have a place, where all are welcome, safe, and valued. Rexburg is family and that is why it is such a great place to live, work, and play. Sincerely, Jerry Merrill CITY OF REXBURG, MAYOR Jerry Merrill CITY OF REXBURG, MAYOR America’s Family Community REXBURG BRAND GUIDELINES | REV 1.3 OUR LOGO | 6 It’s in the logo. They say it’s all in the details. We couldn’t agree more. Here are a few details about the logo you should be aware of: A B C D FAMILIES COME IN ALL SHAPES AND SIZES Rexburg is family. Our single residents, couples without, and couples with children. We see everyone as part of our city family. The overlapping shapes help to communicate the interdependency we have on each other as well as the values we share. We are stronger together and its our differences as much as our similarities that give us strength. WE ARE FRIENDLY AND CONFIDENT Our name is set in all caps to communicate confidence and has rounded corners and simple shapes that are soft and friendly. Rexburg is confident in who we are and the values we embrace, but also open and accepting of the goodness all people have within them. EMPHASIS ON THE “FAMILY ” Our tagline is “America’s Family Community”. We’ve italicized the word Family to emphasize its importance to each of our departments within the City. We are a government agency that supports our City family or all those that live, play, and work here in Rexburg. A LEGACY OF GOODNESS AND STRENGTH. Rexburg has a long history of good people doing good for each other. We have weathered many different storms by staying true to the family values our city was established and built upon. D B C A REXBURG BRAND GUIDELINES | REV 1.3 America’s Family Community. WHO WE ARE| 7 It’s Who We Are. We are Rexburg, Idaho. We are “America’s Family Community”. We are a community based upon family values such as kindness, respect , safety, integrity, hard work, innovation, education, and faith. This city attracts people who embody these values as well as businesses looking to hire them. Our greatest power lies within the people we work with and for. We believe that we are all family, that families come in all shapes and sizes, and that this city is a place where families can thrive. REXBURG BRAND GUIDELINES | REV 1.3 It’s In Our Mission (our purpose): Our Mission is more than a catch phrase. It means we are here to help each other (the human family) and the world we live in. We are a governing agency with elected officials and leaders that make decisions based on Rexburg’s families. Our mission is at the heart of who we are as individuals and as a city. OUR MISSION | 8 We strive… to promote family values while providing necessary services, guiding responsible growth, and encouraging personal responsibility. REXBURG BRAND GUIDELINES | REV 1.3 Rexburg Is : (We don’t just value) • Family Centered • Kindness • Educated • Respectful • Safe • Cultural/Diverse • Innovative • Hardworking • Faith-based OUR VALUES | 9 It’s In Our Values : Imagine living with people who embody the following values. That’s why Rexburg is so amazing. It’s what being part of our “family” means. REXBURG BRAND GUIDELINES | REV 1.3 FAMILY CENTERED All of our decisions are meant to support our city family. We strive to do what is best for all while caring about the one. KINDNESS People that live in Rexburg are kind. We strive to be kind when working, playing, and living together. Kindness means thinking of others and putting their needs above our own. EDUCATED As the home of Brigham Young University-Idaho, education is in our DNA. We strive to make educated decisions that are informed by different perspectives and ideas. RESPECTFUL Being a family means we respect each other and work through our disagreements with patience and understanding. SAFE Rexburg is the safest city in Idaho. Safety is a natural bi-product of living shared family values. Public policy will continue to support our citizen’s as they work together to create a safe and inviting city. CULTURAL/DIVERSE We embrace different cultures and perspectives and points of view. We are better for the differences in our community as well as for our shared values. INNOVATIVE We know there are better ways of doing things and are open to learning and doing what works. We try to embrace positive and useful changes that benefit everyone. HARDWORKING Hard work is synonymous with our pioneer heritage. We aren’t afraid to take on big jobs and projects that will help grow Rexburg and continue to support our amazing family. FAITH-BASED Our city was founded by people of faith. That faith continues in our city and is a reason we share many of the other values listed on this page. Our faith also helps connect us. Our Values (continued ): Each of our values is important. Here is a breakdown of what each means to us. OUR VALUES | 10 REXBURG BRAND GUIDELINES | REV 1.3 OUR MISSION | 11 REXBURG BRAND GUIDELINES | REV 1.3 OUR VALUES | 12 We love our family. Which is to say… REXBURG BRAND GUIDELINES | REV 1.3 OUR VALUES | 13 We love Rexburg, Idaho. REXBURG BRAND GUIDELINES | REV 1.3 14 Rexburg’s Brand System It’s what we look like. It shows who we are. REXBURG BRAND GUIDELINES | REV 1.3 OUR BRAND SYSTEM | 15 What’s a Brand System? A brand system contains visual elements that can be arranged in many different ways. It is flexible and adaptive while also being visually consistent. ELEMENTS Our brand system contains simple graphic elements, typographic elements, and background/support elements. Graphic Elements Typographic Elements/ Messaging Background/Support Elements GUIDELINES This brand guide will offer guidelines for helping the city apply this new branding to all their departments and divisions. PUTTING IT ALL TOGETHER This Brand guide offers examples of the brand in action. These examples will help in creating additional applications. Vehicles/Equipment Environmental/WayfindingForms/Documents Clothing/Uniforms REXBURG BRAND GUIDELINES | REV 1.3 LOGO PROPORTION & SAFE SPACE | 16 Our Amazing Logo. This is our main logo. We know it’s amazing but so are our citizens. Here are a few things about the logo you should be aware of: x 2x PROPORTION & SCALE The third person from the left in the brandmark is as tall as the “R” in “REXBURG”. Always use the approved brandmark art and do not alter its proportion or scale relative to the wordmark. Note: When the Brandmark, Wordmark and Tagline are together we call this our “Signature”. MINIMUM LOGO SAFE AREA Everyone needs a little personal space... So does our logo. When at all possible, do not allow any objects or images or graphics to violate the logo safe area. Use the body of the second tallest rectangle figure as a guide. wordmark tagline/strapline brandmark TM color and placement: Notice how the “TM” is always in the color of the element it is closest to. Where possible it shouldn’t extend past the G and should align with the bottom edge of element to its left. REXBURG BRAND GUIDELINES | REV 1.3 LOGO TAGLINE | 17 America’s Family Community This is our main tagline. USING THE TAGLINE For certain applications, the Rexburg logo will appear with a tagline. This could be for an event like a Conference or a governmental function where you need to include more context about the city. But the logo may also be used without its tagline. The logo has been set in a number of different formats. Pick the one that best suits the usage. “America’s Family Community” is our strapline. When written in text it may be set in one line or run as a paragraph. The word “Family ” is always italicized for emphasis. When it is set with the logo or on it’s own on a page or document, it should be set in a single line. However, in situations where space is at a premium, each word of the tagline may be set in different lines. Option A - Primary Arrangement Option C - Sans Brandmark Option D - Sans Brandmark Simplified Option B - Simplified Signature REXBURG BRAND GUIDELINES | REV 1.3 LOGO VARIATIONS | 18 Logo variations. Variety is the spice of life…and logos. Here are a few variations of our logo and recommendations on when to use them. MAIN LOGO SIGNATURE Use this logo when space allows. When it is appropriate and it fits, please use the standard arrangement of the symbol and type. Main sans taglineMain w/tagline only SIMPLIFIED BRANDMARK Use this logo when you have a smaller space and/or still want to include the tagline. MINIMAL BRANDMARK Use this logo when you have very little space or need a much simpler graphic to improve overall legibility. Simplified sans taglineSimplified w/est date Sans TM symbol (When used at smaller sizes remove the TM) REXBURG BRAND GUIDELINES | REV 1.3 LOGO VARIATIONS CONT… | 19 Alternative logo arrangements… Because our brand is a system it can be rearranged to suit various spaces and needs. Remember our system is alive and adaptable. LEFT JUSTIFIED The simplified mark can also be left justified optically to better align with nearby type when fitting in a tall vertical space. This makes the logo feel more balanced within its vertical environment. Left Justified Simplified Logo Horizontal Arrangement of Simplified Logo HORIZONTAL In situations where a horizontal arrangement makes sense like business cards, signage, etc., the wordmark and tagline can be separated from the brandmark and arranged horizontally. Please use the simplified brandmark in these cases to keep the overall size down. Am er ica’s Family Community Am er ic a’s Fami ly C om mu ni t y Note: Optical alignment means the “A” in “America’s” and the left most figure in the brand mark overshoot sightly to the left of the “R” in rexburg as seen here: Note: Align the baseline of the tagline to the bottom of the brand- mark. The Wordmark and tagline should be left justified so that the “G” and the “y” loosely follow the angle of the left side of the brand- mark as shown here: REXBURG BRAND GUIDELINES | REV 1.3 LOGO COLOR VARIATIONS | 20 Logo color variations. When color is limited in the context, follow these basic tips to ensure the logo is legible and “on brand”. SINGLE COLOR OPTION The logo can also be a single color. Cyan is the preferred color but black, gray or even white are acceptable depending upon the situation. White on Dark Blue White On Black Cyan Black Greyscale ON DIFFERENT COLORED BACKGROUNDS The logo can even be used in non-traditional color contexts. We generally try to use a single color version in order to not draw too much attention to the logo in these situations. Public Event Poster Example REXBURG BRAND GUIDELINES | REV 1.3 LOGO DARK BACKGROUND OPTIONS | 21 Logo dark background options. We’re not afraid of the dark, and neither is our logo. Use white when placing logo on darker backgrounds. MAIN LOGO REVERSED ON GREY When you want to use a solid dark background, we generally recommend one that is equal in value to a 85% grey or darker. Here are some examples of different approaches: MAIN LOGO REVERSED ON GRADIENT Using a gradient of brand colors can help reinforce the brand. Notice how well the logo reads when reversed on this background. Use only the all white version of the logo here. TIPS FOR DIFFERENT BACKGROUNDS When placing the logo on any background other than white, pay attention to the brandmark. Make sure it doesn’t disappear or visually vibrate due to a value problem. All White Dark Blue All White Mixed Colors 100% Cyan 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% REXBURG BRAND GUIDELINES | REV 1.3 LOGO MINIMUM SIZES | 22 Main logo minimum sizes. Everything has its limits. Make sure you don’t push the logo too far. Never shrink the logo below the smallest recommended size. MAIN LOGO PRINT MINIMUM SIZES When printing the logo, never shrink the mark below the listed sizes shown below. Do not include the “TM” in smallest versions. MAIN LOGO DIGITAL MINIMUM SIZES When displaying the logo on a screen, do not shrink the logo below the listed size shown below. Do not include the “TM” in smallest versions. NOTE ABOUT USING MINIMUM SIZES Please don’t use the minimum size as a default solution for smaller spaces where the main logo is preferred. Make the logo as large as possible within the context you are fitting it within. This will ensure maximum legibility in extreme situations/contexts. Always test the logo by printing or viewing it in the actual context when possible to ensure the best legibility in all contexts and sizes. If after you place the main logo @ the smallest size and it isn’t very legible you will need to use the simplified version of Rexburg’s logo. SMALLEST FULL SIGNATURE MIN PRINT SIZE [ TOTAL WIDTH .75 IN. WIDE ] SMALLEST FULL SIGNATURE MIN SIZE [ TOTAL WIDTH 150 PX. WIDE ] SMALLEST SIMPLIFIED SIGNATURE MIN SIZE [ TOTAL WIDTH 124 PX. WIDE ] SMALLEST SIMPLIFIED SIGNATURE MIN SIZE [ TOTAL WIDTH .75 IN WIDE ] SMALLEST SANS TAGLINE MIN SIZE [ TOTAL WIDTH 100 PX. WIDE ] SMALLEST SANS TAGLINE MIN SIZE [ TOTAL WIDTH .625 IN WIDE ] Choosing The Appropriate Mark Always test the logo in different contexts, when the main logo doesn’t work, try the Simplified logo. If that doesn’t work, try the minimal logo. Remember that The main logo and simplified logos have alternate versions that might work as well. (See page 20 & 21) REXBURG BRAND GUIDELINES | REV 1.3 LOGO MINIMUM SIZES | 23 Alternative logos minimum sizes. Everything has its limits. Make sure you don’t push the logo too far. Never shrink the logo below the smallest recommended size. SIMPLIFIED LOGO PRINT MIN SIZES When printing the logo, never shrink the mark below the listed sizes shown below. Do not include the “TM” in smallest versions. SIMPLIFIED LOGO DIGITAL MIN SIZES When displaying the logo on a screen, do not shrink the logo below the listed size shown below. Do not include the “TM” in smallest versions. MINIMAL LOGO MINIMUM SIZES When the simplified brandmark version of the logo just won’t work at the recommended minimum sizes, please use the minimal brandmark. SIMPLIFIED MARK W/TAGLINE MIN PRINT SIZE [ TOTAL WIDTH .75 IN. WIDE ] SIMPLIFIED MARK W/TAGLINE MIN DIGITAL SIZE [ TOTAL WIDTH 124 PX. WIDE ] MINIMAL MARK MIN PRINT SIZE [ TOTAL WIDTH .375 IN WIDE ] MINIMAL MARK MIN DIGITAL SIZE [ TOTAL WIDTH 56 PX. WIDE ] SIMPLIFIED MARK W/EST DATE MIN DIGITAL SIZE [ TOTAL WIDTH 100 PX. WIDE ] SIMPLIFIED MARK W/EST DATE MIN PRINT SIZE [ TOTAL WIDTH .625 IN WIDE ] SIMPLIFIED MARK SANS TAGLINE MIN SIZE [ TOTAL WIDTH 80 PX. WIDE ] SIMPLIFIED MARK SANS TAGLINE MIN SIZE [ TOTAL WIDTH .625 IN WIDE ] REXBURG BRAND GUIDELINES | REV 1.3 LOGO DO’S AND DON’TS | 24 REXBURG AMERICA’S FAMILY COMMUNITY Dos and don’ts. You wouldn’t… at least not after studying this we hope you wouldn’t. BAD CONTRAST Pay attention to contrast issues. THIS FEELS GOOD Always leave space around the logo. Use white or neutral backgrounds wherever possible. SOLID BACKGROUNDS If you just have to put the logo on a color, we prefer dark gray. If the background is less than optimal, use the all-white version. HIDE AND SEEK… Never place the logo on a background that is too cluttered or that makes it hard to find or read. NOT IN A DIFFERENT FONT Never change the typeface or modify the case of the logo. NOT “RIGHT” Do not rotate the logo arbitrarily. Keep the logo horizontal at all times. REMOVING THE TM Virtually all uses of the logo should include the (TM) in the mark. However, in some instances, it is acceptable to remove the (TM) symbol from the logo. Examples include when the mark is very small (as illustrated on page 22), when the TM is hard to read (i.e. on top of photography) or on animated logo treatments such as video title intros and on office signage. Other exceptions should be reviewed on a case-by-case basis. REXBURG BRAND GUIDELINES | REV 1.3 LOGO DON’TS | 25 Don’ts continued… You wouldn’t… at least not after studying this we hope you wouldn’t. STRETCH MARKS, EWW Do not stretch the logo in any way. WE ARE NOT A CHAMELEON Never change the color of the logo arbitrarily. We like blue. NOT BETTER Never apply effects to the logo like drop shadows, embossing, etc. BAD FORM Do not fill the logo with a pattern or gradient FLIP FLOPPING Only use approved arrangements. Never place the symbol in non-approved places. REXBURG BRAND GUIDELINES | REV 1.3 OFFICIAL SEAL | 26 The City Seal… When you need to be official or reinforce the legacy, heritage, and history of our amazing city. Here we highlight some elements and provide tips on usage. SYMBOLISM IN THE SEAL The seal contains symbols that represent various aspects of our amazing community. Some of these are: WAGON WHEEL A reference to our pioneer ancestors who established this city and brought with them the values that define who we are as a community. GRAND TETONS A reminder of the beautiful landscape and abundance of natural beauty that surrounds us daily. It reminds us to keep climbing together. REXBURG TABERNACLE The building was completed in 1911 and has stood as a symbol of the importance of gathering and working together as a community. FARM FIELDS AND POTATOES. Rexburg has a long history of agriculture and produces a variety of crops, the most prominent of which is the potato. The fields also serve as a symbol of our hardworking residents and our dependence on each other as a city family. SEAL MINIMUM SIZE Never shrink the seal smaller than this recommended size. . SEAL REVERSED Do not print the seal in white. Use a white circle behind the seal. And when necessary, the circle of white can be slightly larger than the seal for legibility. MIN PRINT SIZE [ TOTAL WIDTH .875 IN WIDE ] MIN DIGITAL SIZE [ TOTAL WIDTH 100 PX WIDE ] REXBURG BRAND GUIDELINES | REV 1.3 USING THE OFFICIAL SEAL | 27 Using the Official Seal… The official city seal is reserved for official or legal documents of the city. Certificates, awards, or legal documents may bear the seal. NEAR THE SIGNATURE BLOCK When using the seal for official documents and certificates, create a separate area for the signature block. This associates the seal with the officials authorized to sign off on various certifications. Building Permit No:Applicable Addition of Code:Site Address:Use and Occupancy:Design Occupant Load:Sprinkler System Required:Name and Address of Owner: 13-00175IRC 2009BYUI Dry Storage BldBYUI Dry Storage Building – Occupancy ChangeN/ANoBYU Idaho525 S Center Street, Rexburg Idaho 83440 Factory and industrial, moderate hazard = 3,217.40 sq. ft. Storage, moderate hazard = 4,410.00 sq. ft. n/a n/a n/a n/a n/a n/a n/a n/a Department of CommunityDevelopment 35 N. 1st E. Rexburg, ID 83440 Phone: (208) 359-3020 Fax: (208) 359-302 2 Contractor: Special Conditions Occupancy: Date C.O. Issued: : N/A N/A 05 / 10 / 2013 C.O. Issued by: Mechanical Inspector: Plumbing Inspector: Electrical Inspector: Fire Alarm: Fire Dept./Sprinkler: P&Z/Public Works: Building Inspector: Example Certificate (Digital): Notice how the seal is placed and is smaller than the main logo. Consid- er the overall structure of the form and how you can create visual areas for different information blocks. Building Permit No: Applicable Addition of Code: Site Address: Use and Occupancy: Design Occupant Load: Sprinkler System Required: Name and Address of Owner: 13-00175 IRC 2009 BYUI Dry Storage Bld BYUI Dry Storage Building – Occupancy Change N/A No BYU Idaho 525 S Center Street, Rexburg Idaho 83440 Factory and industrial, moderate hazard = 3,217.40 sq. ft. Storage, moderate hazard = 4,410.00 sq. ft. n/a n/a n/a n/a n/a n/a n/a n/a Department of Community Development 35 N. 1st E. Rexburg, ID 83440 Phone: (208) 359-3020 Fax: (208) 359-3022 Contractor: Special Conditions Occupancy: Date C.O. Issued: : N/A N/A 05 / 10 / 2013 C.O. Issued by: Mechanical Inspector: Plumbing Inspector: Electrical Inspector: Fire Alarm: Fire Dept./Sprinkler: P&Z/Public Works: Building Inspector: REXBURG BRAND GUIDELINES | REV 1.3 USING THE OFFICIAL SEAL | 28 Using the Official Seal Continued… Here is an example of an award using the seal. Notice how we keep the seal prominent and use the tagline with it in certain circumstances. Award or Achievement Pattern: Awards will be printed in full color and will have the following pattern added to the background to add to the official nature of the award. The pattern is printed in a light version of Cyan (approximately 10% fill). Absence of the Wordmark: In the context of awards, do not use the horizontal wordmark. Sample Horizontal Award Sample Vertical Award REXBURG BRAND GUIDELINES | REV 1.3 OUR TYPOGRAPHY | 29 Our typography… REXBURG BRAND GUIDELINES | REV 1.3 OUR TYPEFACES | 30 Our typefaces. Our typography is easy to read and friendly. That’s right; our type is friendly... Just like our employees and our citizens. WE KEEP IT IN THE FAMILY We use both Proxima Nova for our sans serif typeface and Abril Text as our serif typeface. They are simple and work very well online as well as in print form. Use Abril Text Semi-Bold for headline copy. For on-screen body text, use Abril Text Regular. Subheads are set in Proxima Nova BoldAa Aa ABRIL TEXT SEMI-BOLD [ HEADLINE FONT ] PROXIMA NOVA BOLD [HEADLINE FONT ] PROXIMA NOVA LIGHT [ PRINT BODY COPY FONT ] ABRIL TEXT REGULAR [ ONLINE TEXT FONT ] 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Aa Aa REXBURG BRAND GUIDELINES | REV 1.3 Abril Text Semi-Bold 22 pt, Color: Dark Cyan USING OUR TYPEFACES | 31 Using our typefaces. Variety is the spice of life... At least if you follow these simple tips it will be. These are just examples of different font combinations and size relationships for reference. EXAMPLE OF TYPE IN HEADLINES. Use Abril Text Semi-Bold in Cyan for headline type to make it stand out clearly and distinctly. Don’t change the type if you don’t have a good reason. For big numbers, use “proportional oldstyle letters” like 56,789, rather than 56,789. Notice how the first set of numbers look like upper and lower case letters. This makes them blend with the body copy better rather than standing out too much. A Proxima Nova Extra-Bold 10 / 12 pt, Tracked: 50, Color: Black Proxima Nova Regular 8 / 10 pt, Tracked: 50, Color: Black Sizes are the same, no tracking Proxima Nova Bold All caps 14 / 22 pt, Tracked: 25 Color: Cyan Abril Text Light Italic 10 / 12 pt, Color: Black Proxima Nova Extra-Bold 8 / 10 pt, Color: Black Proxima Nova Regular 8 / 10 pt, Color: Black Proxima Nova Regular 7.5 / 9 pt, Tracked: +50, Color: Black Abril Text Semi-Bold Italic 22pt, Color: Cyan Smallest Mixed Case Caption Title Smallest Mixed Case Caption Body A B C B C Abril Text Semi-Bold 20 / 24 pt, Color: Dark Blue Proxima Nova Regular 14 / 17 pt. Color: Black Use 14/17 pt text for web and digital content (like this style guide). Proxima Nova Regular 14 / 17 pt, Color: Black Use proportional oldstyle numbers only within body copy using Proxima Nova or Abril Text in italic and regular. Use tabular numbers for tables, etc. ALL-CAPS MAIN CAPTION TITLE ALL-CAPS CAPTION BODY Alternative mixed case caption title Mixed Case Caption Body SMALLEST ALL-CAPS CALL-OUT ALTERNATE HEADER Use 10/12pt Proxima Nova in black for alternate body text on print pieces. If you need to provide an accent element within a paragraph or sentence, use the standard weight italic for this size of body text numbers set as follows 84,639. Abril Text Semi-Bold 18 / 22 pt, Color: Dk Blue Proxima Nova Regular 10 / 12 pt, Color: Black Proxima Nova Italic 10 / 12 pt, Color: Black CONTENT HEADER Use 10/12pt Abril Text Light for standard body text on print pieces. If you need to provide an accent element within a paragraph or sentence, use the same weight in italic. Families Laugh Together REXBURG BRAND GUIDELINES | REV 1.3 ALTERNATIVE TYPEFACES | 32 Our alternative/on-screen typefaces. When you do not have access to the official fonts, use these alternative fonts: SANS SERIF REPLACEMENT The Arial type family is the alternative to Proxima Nova. It is an acceptable alternative to the official sans serif font. Most of the headlines should be Arial Bold. For most body text, use Arial regular. SERIF REPLACEMENT The Georgia type family is the alternative to Abril Text. It is an acceptable alternative to the official serif font. Select headlines may be Georgia Regular. For select body text, use Georgia Regular and for accent/emphasis use Georgia Italic. Aa Aa Aa Aa ARIAL BOLD [ SELECT HEADLINE FONT ] GEORGIA [ SELECT HEADLINE AND BODY FONT ] ARIAL REGULAR [ PPT HEADLINE & TEXT FONT ] GEORGIA ITALIC [ PPT ACCENT FONT ] 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz REXBURG BRAND GUIDELINES | REV 1.3 OUR COLORS | 33 Our colors… REXBURG BRAND GUIDELINES | REV 1.3 OUR COLORS | 34 Our colors make us, well, …more colorful. Our colors define our personality. We’re bright, bold, colorful and confident. We embrace all the “colors” of life and families. PRIMARY COLORS: CYAN PMS: Process Cyan CMYK: 100, 0, 0, 0 HEX: #00AEEF RGB: 0, 174 ,239 DARK BLUE PMS: 294 C CMYK: 100, 75, 0, 30 HEX: #003C7F RGB: 0, 60, 127 CYAN DARK BLUE WHITE PMS: NA CMYK: 0, 0, 0, 0 HEX: #ffffff RGB: 255, 255, 255 BLACK PMS: NA CMYK: 0, 0, 0, 100 HEX: #000000 RGB: 0, 0, 0 WHITE BLACK RED PMS: 186 C CMYK: 15, 100, 100, 0 HEX: #D2232A RGB: 210, 35, 42 GREEN PMS: 376 C CMYK: 55, 0, 100, 0 HEX: #80C342 RGB: 128, 195, 66 ORANGE PMS: 158 C CMYK: 0, 63, 100, 0 HEX: #F47D20 RGB: 244, 125, 32 WARM GRAY PMS: 405 C CMYK: 52, 50, 55, 30 HEX: #686058 RGB: 104, 96, 88 SECONDARY COLORS: YELLOW PMS: 116 C CMYK: 0, 18, 100, 0 HEX: #FFCF01 RGB: 255, 207, 0 RED GREEN YELLOW ORANGE WARM GRAY REXBURG BRAND GUIDELINES | REV 1.3 OUR PHOTOGRAPHY | 35 Our photography… REXBURG BRAND GUIDELINES | REV 1.3 PHOTOGRAPHY | 36 “Alright, Mr. Demille, I’m ready for my close-up.” You might be ready for a close-up, but are the photos you plan to use ready? PHOTOGRAPHY BASICS When choosing photography, make sure it is warm, real and active. Good photos should capture a meaningful moment in time. Also remember that Rexburg has a diverse and dynamic family focus, which means you should make sure to represent a variety of ages, genders, ethnicities, families and individuals in your photos. CONSIDER OUR AUDIENCE When including photography, remember that Rexburg is Family. The City of Rexburg should capture moments of its employees interacting with each other and the community. Real Authentic moments like at City Council, or Meetings with staff, or during community events. Try to capture the values that define us in the photos you make: Family Centered, Kindness, Educated, Respectful, Safe, Cultural/Diverse, Innovative, Hardworking, Faith-based On the following pages you will see examples of photos we have found that embody some of these attributes. OUR PHOTOGRAPHY | 036 REXBURG BRAND GUIDELINES | REV 1.3 PHOTOGRAPHY DO’S & DON’TS | 37 Photography dos & don’ts. You wouldn’t… at least not after studying this we hope you wouldn’t. SAY CHEESE… BUT DON’T USE IT Do not use obviously posed stock images. Avoid images in which the subject looks directly at the camera and poses. THIS FEELS GOOD Find images that capture authentic moments in time. The less “posed” they feel, the better. VARIETY IS THE SPICE OF LIFE When using multiple photos, try to mix it up by choosing images of people doing different things shot in a different scale. DON’T USE FRAMES Frames belong in a museum, not in our brand. Don’t add textures or frames of any kind. DROP SHADOWS ARE BANNED You heard me... banned. If we catch you using drop shadows, something bad will happen. LIKE A BAD DREAM Do not soften or vignette the edges of the images you use. OUR PHOTOGRAPHY | 038 OUR PHOTOGRAPHY | 039 OUR PHOTOGRAPHY | 040 PHOTOGRAPHY | 041OUR PHOTOGRAPHY | 041 REXBURG BRAND GUIDELINES | REV 1.3 OUR BRAND IN ACTION | 42 Our Brand (in action…) REXBURG BRAND GUIDELINES | REV 1.3 WORKING TOGETHER | 43 FamiliesBrand Together. Brands work best when everyone works together. A brand should be an outward way of showing who we are as a city government. Be a “brand champion” to help make our family centered message and values an integral part of each department throughout the city organization. WE NEED YOUR HELP Please look at your organization and look for brand touchpoints that can be adjusted to align better with this Rexburg’s brand. A brand touchpoint is an individual contact point between the customer and the brand. Everything from how we interact with each other and our citizens, to tangible things like uniforms, signage, documents, forms, digital media, etc. Consider how you can apply the principles from this brand guide and examples shown in this section to help apply the new visual style which is that outward sign of a unified and effective city government. Always use the correct logo, fonts, colors, and style elements. Strive to create brand touchpoints that follow the spirit of guidelines and layout suggestions contained herein. REXBURG BRAND GUIDELINES | REV 1.3 BUSINESS PAPERS | 44 Business Papers. Business as, well certainly not “usual”. We do things differently, just like our business cards and letterhead. “Edge Paint”: We use Cyan edge paint- ing on the cards with cyan on the back to show that who we are is inside us. We are amazing from the inside out. Back of Letterhead & Business cards By placing a family-centered phrase on the back of the letterhead & business cards, we emphasize the importance of the family to our City Government. Long Titles Long Names & Titles Back of General Card Alternative Back Sanitation Dept. Back Recreation Dept. Back Rexburg is Family REXBURG BRAND GUIDELINES | REV 1.3 WEBSITE | 45 rexburg.org Our brand elements work best the same way we do…together. And when it works well, it looks amazing! WEBSITE Notice how we used the ideas and elements to create the website that launched the new brand. Notice the prominent use of our official typefaces and the flexibility to use bold headlines sparingly for key pieces of copy... Also notice how the colors play a key role and a mixture of photography and graphic elements create visual interest. Using the Seal: The seal is a secondary mark that is used as a supporting brand element. It is another reference to the history and legacy of the city. Notice how it is used in the footer rather than in the header. Using the Seal: The website is a great place to use both our new logo as well as the seal. The logo is gen- erally the primary brandmark on the page while the seal would reside in the footer or a secondary area. The seal serves to support the logo and reinforces the con- nection to the long history and legacy of our almost 140 years of amazing family values. REXBURG BRAND GUIDELINES | REV 1.3 NEWSLETTER & FORMS | 46 Newsletter and forms. Notice how the colors and visuals feel friendly and how we’ve set the type for legibility and clarity. Now we’re cooking… SAMPLE NEWSLETTER (E-MAIL OR PRINTED)SAMPLE FORM (PRINTED) A Strong Header: Notice the logo and clear title for the newsletter. A Strong Header: Notice the logo and clear title for the form. Reinforce the Dept.: To help people know where to return the form, we use the left margin to show the dept and city contact where it should be submitted. Printing in Black.: To help keep it simple to photocopy and maintain legibility, print these forms in black ink only. Calendar: The deep margin allows for a few important cal - endar items to be listed (around 4 -5 depending upon the brevity of each) A touch of social: The lower corner could house a social media graphic to help connect to other channels of communication. . REXBURG BRAND GUIDELINES | REV 1.3 WAYFINDING & SIGNAGE | 47 Wayfinding & Signage. There is nothing worse than getting lost. Let’s help you find your way, in the most beautiful way possible… Dark Blue Street Signs: Use the dark blue color for all signs around Rexburg proper. Green signs may be used in the outlying areas. Minimal Logo: Use the minimal logo to apply branding to the street signs near the main street area. Banners: Add a splash of scale to mix things up when appropriate like here. Notice how the Wordmark and tagline can be set vertically in narrow places. Wayfinding: Notice how the logo is broken up and used as a background element to add branding to our wayfinding . REXBURG BRAND GUIDELINES | REV 1.3 SIGNAGE | 48 Wayfinding & Signage Cont… A beautiful sign is a great way to welcome someone into the city. It becomes a symbol of coming home. Solar Lighting: Solar LED lights mounted under the roof to illumi- nate the sign at night. Powder coated steel: Brand colors powder coated for longevity. An enamel sign with graffiti coating to ensure the sign remains clean and clear for years to come. REXBURG BRAND GUIDELINES | REV 1.3 WATER TOWER | 49 High On The Hill… Holding up families as high as we can... Literally. By placing the family graphic high up on the water tower we symbolically elevate the family as a beacon of hope for surrounding communities. Family Graphic Wrapping This version wraps the family graphic around the wordmark (notice the top right side of the wordmark and how the family graphic bottom edge follows the curves of the letter forms. Brandmark Version This version uses the family graphic from the brand mark. The type is much larger than in the main logo. Extended Community This version extends the family graphic into more of a community graphic. Notice how this version includes the bottom line across the community graphic. Type Only A alternative option would be to use the Wordmark and established date only. This is the easiest to read and easiest to apply to the water tower given the complexity of the railing and equipment mounted around the base of the tank. REXBURG BRAND GUIDELINES | REV 1.3 VEHICLES | 50 Door Decal Detail: Try saying that 10 times fast. Each department can be called out on the door decal for clarity. Families are everywhere: Vehicles will have vinyl de- cals placed with family-cen- tered phrases on them. On The Road Again… Even our vehicles are part of the brand family. Sharing messages about family to help everyone know what we stand for and who we are as a city. REXBURG BRAND GUIDELINES | REV 1.3 VEHICLES | 51 Don’t forget trash day… We know our city only works because of all our amazing employees. We want everyone to feel appreciated and connected. Even our sanitation trucks will join in our brand. Families work together: Messages will reinforce the need to do everything together to help connect us and unify us. REXBURG BRAND GUIDELINES | REV 1.3 WASTE RECEPTACLES | 52 Keeping Rexburg Clean… To help draw attention to the need to work together our trash receptacles will be brightened to make them part of the city brand. Colors could represent different locations: Parks & Playgrounds: Our trash bins can be various colors to help brighten up the landscape and bring visibility to cleanliness. Nature Areas: When a trash bin should recede, we still add a small splash of color for better visibility. Main Street: For a cleaner look, a white bin with a splash of color. REXBURG BRAND GUIDELINES | REV 1.3 OUR SWAG | 53 Our s.w.a.g. (Stuff We All Get) REXBURG BRAND GUIDELINES | REV 1.3 SHIRTS | 54 Check Out Our New Threads. We love swag, wearing or using it reminds us of the amazing mission and vision of our company. It reinforces the fact that we are a team and together we can accomplish anything. CREATING SWAG Anything we brand should embody the qualities that all team members do. Use the company tagline, elements from the logo and brand colors in interesting ways. The following pages will show some recommendations for creating swag for the Rexburg team. Notice the use of different elements where possible to include scale (the graphics and phrases, the brackets and brand statements etc.) Back of shirt: Notice the type lockup, “In Rexburg” and the large family-centered phrase. This is a system that can be custom- ized with different phrases for each department or division. REXBURG BRAND GUIDELINES | REV 1.3 New Threads Continued… SHIRTS | 55 COLORS THAT UNIFY Consider assigning a brand color to different departments within the city. Each could have their own shirts to wear. This can help create a sense of unity within a department as well as a sense of pride of belonging. Notice the continuation of the “In Rexburg” type lockup from the previous page. Feel free to come up with short family-centric phrases to expand the system. Notably we developed a dynamic fill-in-the- blank brand phrase that can be used on various elements and ads throughout the city featured on the backs of the shirts featured to the right: “In Rexburg, Families ___________ Together.” Use words like work, play, laugh, serve, clean, and grow to communicate the function of various departments around the city. REXBURG BRAND GUIDELINES | REV 1.3 SWAG continued… BACKPACK & HATS | 56 Families on my mind: Use the family graphic sepa- rately from the wordmark and tagline. This ads visual interest to the cap. True blue, through and through: Just like our business cards by adding the touch of blue inside the rim, we communicate that our core values are who we are. We are family from the inside out. Dark blue is OK: Swag can be different colors to help bring variety to the system. Follow the rules when reversing the logo on different backgrounds.. REXBURG BRAND GUIDELINES | REV 1.3 PATCH AND BEANIE | 57 SWAG continued… REXBURG BRAND GUIDELINES | REV 1.3 BEANIES | 58 SWAG continued… REXBURG BRAND GUIDELINES | REV 1.3 Thank you. QUESTIONS? NEED HELP? For questions about or help with the brand or its various applications, please contact the following people: Sarah Kennett-Cromwell Social Media Strategist City of Rexburg Economic Development Aaron Denney Economic Developer City of Rexburg | ©2022 REXBURG, IDAHO