MMBStyle Guide EOM

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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


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


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


OFFICIAL TYPEFACE


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ACCENT FONTS

Century Gothic1234567890!@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZ


Helvetica Neue1234567890!@#$%^&*()


abcdefghijklmnopqrstuvwxyz Adobe Jensen Pro

1234567890!@#$%^&*() ABCDEFGHIJKLMNOPQRSTUVWXYZ


Times New Roman1234567890!@#$%^&*()



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


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


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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MMBStyle Guide EOM

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