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Eom Style Guide v7

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0% found this document useful (0 votes)

802 views20 pages

Eom Style Guide v7

Uploaded by

api-446059395

We take content rights seriously. If you suspect this is your content, claim it here.

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Download as PDF, TXT or read online on Scribd

You are on page 1/ 20

Updated 6/11/18 (v7)

TABLE OF CONTENTS

INTRODUCTION
Purpose 3
Goal 3
BRAND IDENTITY
Visual Branding 3
OVERVIEW
We Are Washington DC Logo 4
Government of the District of Columbia Logo 4
Logo Specifications 5
Violations 6
Government Branding 7
DC Ward Map 8
Design Psychology 9
COLOR
Official Palette 12
Violations 12
TYPOGRAPHY
Official Typeface 13
Accent Fonts 14
Special Fonts 14
Best Practices 15
Typographic Hierarchy 15
Violations 16
CONCLUSION 17
RESOURCES
Check List
Cheat Sheet
Page -2 -
INTRODUCTION
PURPOSE
The purpose of this style guide is to establish design guidelines for visual information
specialists and/or graphic designers. These guidelines will allow designers to
create graphic designs that are easily recognizable to the public and that effectively
communicate messages from the Government of the District of Columbia.

GOAL
The goal of this style guide is to ensure that the Government of the District of
Columbia effectively communicates unified messaging through consistent branding.

IDENTITY

BRAND IDENTITY

In today’s society, it is imperative to establish a brand identity that allows the public
to effortlessly identify an organization. Brand identity provides a standard through
which the public is able to identify a specific organization by design, color, and other
visual elements.

VISUAL BRAND

The District Government’s visual personality is comprised of three distinct

characteristics. These characteristics reinforce the mood of the Government’s brand
visually and serve as guideposts to everything we visually create and present to the
public.

THREE VISUAL CHARACTERISTICS

SLEEK
BOLD
PROFESSIONAL Page - 3 -
WE ARE WASHINGTON DC
OVERVIEW
WE ARE WASHINGTON DC
The We Are Washington DC logo is the official symbol of the Executive Office of the
Mayor pursuant to Mayor’s Order 2015-078, dated February 10, 2015.

GOVERNMENT OF THE DISTRICT OF

COLUMBIA LOGO – STARS & BARS
OVERVIEW
STARS & BARS
The Stars and Bars was established on May 8, 1979 as the insignia of the District of
the Columbia, pursuant to Mayor’s Memorandum 1979-82, doted May 8, 1979.

Page -4 -
LOGO SPECIFICATIONS
COLOR VARIATIONS
We Are Washington DC and Stars & Bars logos must be represented on all official
government designs both digital and print. Both logos shall only be presented in red,
black, or white.
WE ARE WASHINGTON DC

BLACK WHITE RED

STARS & BARS

BLACK WHITE RED

SPECIFICATIONS
OFFICIAL
The official logo is a red graphic on a white background. Every effort should be made
to use the default version of the logo, however there will be occasions when one of
the approved variants may be used as prescribed.

BREATHING ROOM
The 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 clear space 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’ spacing should be filled with the designated color.

SCALE RECOMMENDATIONS
Page - 5 -
The logo should never appear smaller than 1” x 1.35” in print form. The logo should
never appear smaller than 100px x 135px in web form.
OFFICIAL RED
HEX: #bf0000
CMYK: 17, 100, 100, 9
RGB: 191, 0, 0

VIOLATIONS

Do not use the Do not change the Do not stetch or Do not add drop
Offical Blue for the color of the main shrink the logo shadows or other
main graphic. graphic. disproportianately. effects.

Do not change the Do not rotate the Do not use Do not use patterns
color of the text/ logo. unapproved colors for the background.
symbols. for the background.

Page -6 -
GOVERNMENT BRANDING
BRANDING
The We Are Washington DC and Stars & Bars logos have been designed to establish
the official branding logo for the Government of the District of Columbia.
The logos will be provided for your convenience.

This brand shall be represented on all official digital and printed government
materials. The positioning order of logos is as followed: the hosting agency, which is
first and far left; the supporting agency, which is centered; followed by the official
District government brand, which is last and to the far right.

Correct

Incorrect

Page - 7 -
DC WARD MAP
The boundaries of 8 Wards of the District of Columbia are updated every ten years,
based on the results of the latest Decennial Census.

The Ward boundaries shown on the current map were approved by the Council on
June 21, 2011, and took effect on Jan 1, 2012. Below is the approved version of the
ward map. You may download directly from https://planning.dc.gov/node/623312.

3
1 5

2 6 7

OLD MAP -
notice the
difference in
some of the
boundary lines

Page -8 -
DESIGN PSYCHOLOGY
HOW TO CREATE A DC GOVERNMENT GRAPHIC DESIGN

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
• Call to Action
• Date, Time, Location (for invitational events)
• Contact Information (phone, email, and/or website)
• Pertinent Information/ Must be known
> Requirements, Qualifications, and Timeframes

4. Branding

Hashtag Contact Title/Name

Information of the event

Pertinent
Information

Concept includes:
• Picture
Host Agency Mayor’s Branding
• Graphic Elements
• Fonts
• Color Scheme

Page - 9 -
GRAPHIC DESIGN EXAMPLES
When creating a graphic always consider the visual personality as well as the distinct
characteristics that visually reinforce the mood of the District government’s brand.
You may use your own creativity and the color scheme may be flexible; however,
the message and overall branding is imperative. Our message must be clear and
concise. Our branding standards must be enforced. All outgoing materials (flyers,
advertisements, invitations, videos, etc.) MUST have the Mayor’s branding. Below
are examples of graphics that illustrate the Mayor’s brand in different styles.

Page -10 - For event flyers, remember to include details for RSVP and/or additional information,
as well as contact information for reasonable accommodations.
Page - 11 -
OFFICIAL PALETTE
The following are the official colors and variants.
MAIN COLOR ACCENT COLOR

OFFICIAL RED OFFICIAL BLUE

90% 90%
HEX: #bf0000 HEX: #012c3b
CMYK: 17, 100, 100, 9 80% CMYK: 96, 71, 53, 56 80%
RGB: 191, 0, 0 RGB: 1, 44, 59
70% 70%
60% 60%
50% 50%
40% 40%

VIOLATIONS
SIMILAR REDS AND BLUES
The official colors should always be used. While many colors can be used in
conjunction with the official colors, the use of similar colors should be avoided.

Just SAY NO

N O N O
Page -12 -
OFFICIAL TYPEFACE
The official font face for the Executive Office of the Mayor is Neutra Text**. These
fonts shall be used when creating official executive graphic designs. There are four
variations of the font used: