eustis brand standards final

Brand Guidelines | Eustis, Florida 0

City of Eustis, Florida

Brand Guidelines

For the City Logo & Marketing Brand

Approved 8/20/09

by Resolution #09-79


Eustis Brand Platform

Introduction to the new Eustis Brand

The City of Eustis hired Glatting Jackson & Engauge in 2008 to assist the City in the design of a

new City Logo and Marketing Brand, respectively. These images were developed to refresh our

image and accurately reflect what the City of Eustis means for citizens, business owners and

visitors. During the process, the logos and brand were presented and vetted through a Design

Committee appointed by the City. Additionally, the images contained herein have been

approved by the Eustis City Commission

This document has been developed as a guide for consistent use of the City Logo and the

Marketing Brand throughout the City Departments. Department specific use of the City Logo

and/or the Marketing Brand, and any variations of these guidelines must be in writing and

approved by the City Manager or his/her designee.

Implementation of the requirements of these guidelines will take effect immediately, as

replacement stock is received, unless otherwise noted.

City Logo and Brand Marketing Logo - Trademark

The City’s Logo and Brand Marketing Logo are trademarked and protected from unauthorized

use under Florida law. Any use of the City’s logo or slogan without first obtaining the City’s

express written consent is strictly prohibited.

City of Eustis Positioning Statement

The positioning statement is here as a reference to the feel and tone of every piece of

communication. The statement is not to be used verbatim, but as an inspirational guideline.

“In Eustis, you’ll discover an eclectic culture, teeming with vitality that

inspires a balanced and enriching life for all those that live, work, play,

and visit this authentic waterfront community.”


City of Eustis Brand Attributes

Several brand attributes should be concentrated on through every piece of written or visual

communication from the City of Eustis. Strive to always include these thoughts through copy

tone and photo selection:

Purpose: To Deliver a Revitalized Community where Families and Businesses can Grow

and Prosper.

Values: History; Arts & Culture; Enrichment; Collaboration; Opportunity; Community;

Natural Resources

Positioning: Where Waterfront Views Blend Historic Charm with Artistic Exuberance

Personality: Vibrant; Friendly; Authentic; Eclectic; Creative; Balanced

Promise: Discover Eustis for a Quality of Life enriched by Diverse Opportunities, Vitality

and Culture.

City of Eustis References

When referring to the City in writing, be sure to consider your audience.

Referring to Eustis within Central Florida:

On first mention, use “City of Eustis”

Subsequent mentions can use “Eustis”, “the City”, or “our/the Community”

Example: The City of Eustis offers a variety of cultural activities during summer months. The

City plays host to events each week that are on the Lake Eustis waterfront and fun for the

whole family.

Referring to Eustis to a broad geographic audience

On first mention, use “City of Eustis, Florida”

Subsequent mentions can use “Eustis”, “the City”, or “our/the Community”

Example: The arts and culture in the City of Eustis, Florida are enjoyed by thousands of people

each year. Eustis’ lively population and active community play host to numerous parades, art

shows, and other cultural events.


File Formats & Size

The formats that will be used for the City of Eustis Logo and Marketing Brand Logo is the following:

File type Features & Uses Sample Applications

*.EPS Vector Based Artwork is scalable and will be predominately used by professional designers and print shops. Perfect for highest professional image quality.

Adobe Creative Suite; Quark

*.GIF Raster (Bitmap) Format. When enlarged, this format becomes jagged and pixelated. Very versatile format. Perfect for web use.

MS Office Standard; Web

*.JPG Raster (Bitmap) Format. When enlarged, this format becomes jagged and pixelated. Very versatile format.

MS Office Standard; Web

*.PDF A universal file format that preserves the fonts, formatting, graphics, and color of any source document, regardless of application and platform used to create it. It is a common platform used to exchange files on the web because of its relatively low file size.

MS Office Standard; Adobe Creative Suite; Quark

*.TIF Raster (Bitmap) Format. When enlarged, this format becomes jagged and pixelated. Perfect for printed documents in most MS Office Standard Programs.

MS Office Standard; Adobe Creative Suite; Web; Quark

Typefaces

Typefaces can help reinforce Eustis’ Logo and Marketing Brand and make materials presented by the

City more recognizable. Each of the selected typefaces are readable and provide a friendly feel for

readers:

Print Typefaces

Headline: Body Text:

14 pt. is preferred

Clarendon Condensed BT

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Abcdefghijklmnopqrstuvwxyz1234567890

10 pt. is preferred Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz1234567890

Subhead: Alternative Text:

12 pt. is preferred Calibri ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz1234567890

10 pt. is preferred

Times New Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Abcdefghijklmnopqrstuvwxyz1234567890


Web Typefaces

Heading: 20 px is preferred Georgia Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz1234567890

Subhead: 12 px is preferred Georgia Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz1234567890

Body Text: 12 px. is preferred Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz1234567890

Authorized complimentary colors

(for use with the City Logo and Marketing Brand Logo)

“Eustis Dark Blue” Pantone: 2768c CMYK : C 100, M 92, Y 39, K 43 RGB : R 13, G 32, B 74 HTML : 0d204a

“Eustis Light Blue” Pantone: 645c CMYK : C 57, M 31, Y 13, K 0 RGB : R 114, G 154, B 189 HTML : 729abd

“Eustis Orange” Pantone: 021c CMYK : C 0, M 79, Y 100, K 0 RGB : R 255, G 90, B 0 HTML : ff5a00


City of Eustis Logo

Section I


City of Eustis Logo

The new City Logo, was adopted by the City Commission on April

2, 2009 via Resolution #43-09 and is intended to replace the old

logo. Both logos appear to the right.

The new logo features the City’s name, state, established date

and the tagline: “Culture, Opportunity, Vitality”. The logo was

designed to represent recognizable elements of the City that are

highly identifiable and make us unique, including the waterline,

downtown building silhouettes, and the stainless steel heron

sculpture with fountain in Ferran Park.

City Logo - Color

“Eustis Dark Blue” Pantone: 2768c CMYK : C 100, M 92, Y 39, K 43 RGB : R 13, G 32, B 74 HTML : 0d204a Paint: Matthews Paint: MP04832

City Logo - Use

Use of the City Logo shall be reserved for official use only. Until completion of the final Brand Standards

by Glatting Jackson, this interim plan specifically approves the use of the City Logo for:

City Letterhead City Website Proclamations City Business Cards City Vehicle City ID Card Awards Certificates Memorandum / Fax Cover Sheets Water Bill processing Plans / Blueprints / Maps City Purchase Cards Wayfinding Signage Shoulder Patches (Public Works /

Water / Wastewater Depts) Others uses as approved by the City

Manager or his/her designee Watermark News Release Banners

New Logo

Old Logo


City of Eustis Logo

Correct Logo Usage

The Eustis Logo and visual identity should be used primarily on a white background to emphasize crisp,

white space. Various approved Logo file formats are available by contacting the City Manager’s Office.

Do not attempt to make changes to the logo.

Incorrect Logo Usage

1. Do NOT create a new look for the

tagline. Always use the original version.

2. Do NOT squeeze the logo horizontally

nor vertically to fit into an area.

3. Do NOT change the color of the objects

within the logo.

4. Do NOT add ANY other visual

components to the logo.

5. Do NOT use colors other than the

approved Eustis colors.

1. Do NOT place the logo on a variable

background.

2. Do NOT manipulate the elements of the

logo in any way.

3. Do NOT place the logo on a shape.

4. Do NOT place the logo on a busy photo.

5. Do NOT place the logo on a similar

background color. Make sure there is

enough contrast for the logo to be

sufficiently visible.

Incorrect Logo Usage

The Logo should never be used any smaller than the size shown to the

right.


City of Eustis Logo

Alternative Logo Usage

The full color Logo is for use on all applications that support full color printing and should be applied on

a clean, white space. This version should be used on all web and interactive applications. On occasions

where black is the only color available, the 1-color black version of the logo can be used on a white

background. In the case where the background cannot be white, a reversed version of the Logo is

available.


City of Eustis Logo

City Logo - Letterhead

All letterhead paper shall have a consistent look. The addition of the new City Logo shall be used in both

electronic and hard copy communication. Use of the old logo on hard stock shall continue until

exhausted.

Proper positioning of the letter head banner shall be ¾” from the top edge of the page to the uppermost

outline of the logo and 1” from the left edge of the page to the left outline of the logo. Changes to this

design are not authorized.

City Logo – Department Letterhead

Department specific letterhead is authorized for use with the new logo following placement as specified

above. It is to be used when a Department Head or designated representative’s signature appears on

the letter.

Note: Fax Cover Sheets and Memorandum originating from each department will use the format above

in the header with the words “FAX COVER SHEET” or “MEMORANDUM” centered below the banner in

Upper Case, Calibri, 24pt, bold font. Black / white printing is authorized for fax cover sheets and

memos.

Title: Clarendon Condensed BT, 26pt, Bold Info Font: Calibri, 12pt, Bold Colors: See complimentary colors (p. 4)

Title: Clarendon Condensed BT, 26pt, Bold Dept: Calibri, 14pt, Bold, Italic Info Font: Calibri, 12pt, Bold Colors: See complimentary colors (p. 4)


City of Eustis Logo

City Logo – Mailing Envelopes

The use of the Eustis Logo on mailing envelopes is not authorized. Return address labels will be

consistent in appearance and color as shown below. This format will also be used for mailing labels to

denote a return mailing address. The current stock of envelopes will be used until exhausted.

City Logo – Business Cards

Business cards shall follow a similar format for all City Employees and use the City of Eustis Logo. The

following format can be customized to include professional associations, job titles, and department

specific addresses and phone numbers. Due to the unique nature of services provided to the

community, the Eustis Police and Fire Departments will be exempt from using this format.

City Logo – Utility Clothing

The new City Logo, in the form of an embroidered patch, will be worn by field

crew personnel of the Public Works, Water, Wastewater Department and

other Departments as directed. The patch will replace current applications on

utility workshirts and jackets and be sewn on the left arm, centered, 1 inch

below the shoulder hemline. The patch will be constructed of heavy duty

material and measure no longer than 3” from top to bottom border.

City of Eustis P.O. Drawer 68 Eustis, FL 32727-0068

Title: Clarendon Condensed BT, 20pt, Bold Address Font: Calibri, 12 pt

Title: Clarendon, 20pt, Bold Name: Calibri, 16pt, Bold Title: Calibri, 14pt, Bold, Italic Address: Arial, 9pt, Bold Contacts: Arial, 9pt Colors: See complimentary colors (p. 4) Note: A smaller font size is authorized for longer names and/or titles


City of Eustis Logo

City Logo – City Vehicles

The new City Logo will replace the former

logo on all motorized City-owned and

operated vehicles that are licensed for use

on public roads. This policy applies to all

current and future vehicles in the City’s

fleet. The Police and Fire Department

have department-specific guidelines and

are therefore exempt from this section.

Guidelines for use of the new City Logo on

City-owned and operated vehicles are:

Height: 14” High (this would allow

for a 12 ¾” logo width for overlap

of former logo)

Reflectivity: None

Placement: Centered on driver and passenger door.

Vehicle serial identifying numbers will be 3” high, black vinyl, and be conspicuously located on

the driver and passenger door, and on the rear of the vehicle. Department identifiers will not be

placed on the vehicle (Police and Fire Department vehicles are exempt from this requirement).

City Logo – Police & Fire Department

With the exception of unmarked units, the Police and Fire Department

vehicles will retain their current vehicle markings. However, the City Logo,

measuring 4” x 4” will be placed on each vehicle in a manner at the discretion

of the Director of Public Safety which will be aesthetically pleasing and

remain in keeping with reflectivity, safety, and emergency vehicle markings as

required by law. The Logos can be standard or inverted, with a transparent

background to provide a professional appearance. Possible uses for the City

Logo on Police and Fire Department vehicles are shown to the right.


City Marketing Brand

Section II



The City Marketing Brand, was designed for use in the

City’s marketing efforts through the Branding and

Marketing Plan prepared by Engauge.

Uses and variations of the Marketing Brand will be more

visible to the public, and will allow for numerous variations

to meet specific goals. The Marketing Brand can be used

in connection with any City program or promotional

activity, but only with the approved guidelines set herein.

City Marketing Brand - Colors

The approved colors for the Marketing Brand will be Eustis

Dark Blue, Eustis Light Blue, and Eustis Orange. The white

background may be considered transparent in some cases

where the applied surface is a different color (T-shirts, ball

caps, etc.).

Marketing Brand Colors:

“Eustis Dark Blue” Pantone: 2768c CMYK : C 100, M 92, Y 39, K 43 RGB : R 13, G 32, B 74 HTML : 0d204a

“Eustis Light Blue” Pantone: 645c CMYK : C 57, M 31, Y 13, K 0 RGB : R 114, G 154, B 189 HTML : 729abd

“Eustis Orange” Pantone: 021c CMYK : C 0, M 79, Y 100, K 0 RGB : R 255, G 90, B 0 HTML : ff5a00

Four Color

Four Color – Reverse Out

One Color – Black

Three Color Spot



Marketing Brand - Font

The approved font for use in the City’s Marketing Brand is:

Marketing Brand - Size

The Marketing Brand can be resized to fit any application. However, do not squeeze the marketing

brand horizontally or vertically to fit into an area or manipulate the elements of the brand in any way.

Marketing Brand - Use

The Marketing Brand can be used in connection with any City program or promotional activity, but only

with the approved guidelines set herein. Specifically, the City Marketing Brand Logo and font can be

used for the following:

Shirts (promotional & staff) Banners (streetscape) Folders Economic Development related uses Promotional brochures Social Media (i.e. Facebook / Twitter) Promotional Tools (pens, cups, shirts, hats,

etc.) Others uses as approved by the City

Manager Water Tower(s)

Marketing Brand – Approved Variations

The Marketing Brand was designed to be a multi-purpose brand and can be modified to send a specific

message, be focused on a specific target audience, or accomplish specific goals. Alterative variations to

the Marketing Brand may be required. Approved variations are provided below.

Descriptive Words: When using descriptive words, the tagline “Culture, Opportunity, Vitality” are

removed and replaced with one of the approved words using the approved font. The placement of the

descriptive word will align vertically on each side with “Eustis” above. Both upper and lower case

descriptive words are authorized. Approved descriptive words are:

Artistic Musical Historic Culture

Eclectic Vibrant Sustainable Green

Entertaining Community Lakeside Opportunity

Spirit Service Professionalism Integrity

Results Involved Teamwork Florida

Use of the descriptive words above are not all inclusive. Permission for use of other words not listed

above must be made in writing and approved by the City Manager or his/her designee.

Clarendon BT Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890



Marketing Brand –Variations (Descriptive words and color combinations)

Variations of authorized color using authorized descriptive words can be used in any combination with

two exceptions (unless a black/white version is used):

1. The Eustis Orange located in the “i” cannot be changed; and

2. The Eustis Light Blue of the wavy line cannot be changed.

One clever aspect of the Marketing Brand Logo is the ability to recolor the last two letters (i & s) in Eustis

to project a statement about the descriptive word. This variation is highly encouraged but not required.

“is” is modified, with a descriptive word “is” is modified, and the color of the descriptive word

The color of the descriptive word matches throughout

The color of the descriptive word matches the Eustis Orange in the dot of the “i”



Marketing Brand – Department Specific Use

Use of Department Specific Variations are intended for Staff work shirts and ball caps when ordered by

the Department or for various City Marketing. The use of the word “Florida” with the Brand Logo should

be used in all efforts targeting audiences outside of the Eustis Community. Permission for use of other

variation must be made in writing and approved by the City Manager or his/her designee.

Abbreviate the Department if needed to keep on one line

Color can be inverted for Eustis Dark Blue backgrounds

The use of “Florida” to identify Eustis for National/Regional

Markets

Marketing Brand – Shirt Styles (Office)

Location of the City’s Marketing Brand on optional workshirts ordered by Departments and worn in

office spaces (other than the Public Works / Water / Wastewater Departments) will be on the wearer’s

upper left breast below the collar. For shirts requested with the employee’s name, the name will be

located on the wearer’s upper right breast below the collar. Shirt colors and styles ordered by the

Department may vary, however, the Logo must contrast and be readable. The following are examples of

Department Specific Workshirts:


Marketing Brand – Ball Caps

For ballcaps ordered by the Departments, logos displaying the Department name is authorized. Ballcap

colors ordered by the Department may vary, however, the Logo must contrast and be readable.

Mixed Use Applications

The use of the City Logo and the Marketing Brand is only authorized for use when official City business is

being promoted using traditional media tools such as magazine ads, water quality reports, etc. This use

is subject to the approval of the City Manager or his / her designee. An example of the City Logo and

the Marketing brand together is shown.

Ad displayed in Qualities Cities Magazine, July/August 2009.

eustis brand standards final

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