brand guidelines -...
TRANSCRIPT
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 [email protected]
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.
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12
16
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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 [email protected]
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 [email protected]
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
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cabq.gov
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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