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EAGLE, IDAHO L i f e , D o n e R i g h t . B R A N D I D E N T I T Y G U I D E L I N E S S e p t e m b e r 2 0 2 0 ---PAGE BREAK--- CONTENTS Introduction.... Brand Brand Brand Templates / Implementing the 1-4 5-8 9-10 11-16 17-18 19-46 47-55 56 57 Contact ---PAGE BREAK--- INTRODUCTION INTRODUCTION 1 ---PAGE BREAK--- C I T Y O F E A G L E I I N T R O D U C T I O N Welcome to the City of Eagle Brand Identity. A strong community identity is supported by the adherence to this document. A community identity helps audiences distinguish us from other cities and is built on the foundation of community experiences, perceptions, and aspirations of residents, visitors and businesses. A successful identity must be accurate, deliver on its brand promise, and provide a consistent experience with every encounter. An identity is more than just a logo or a tagline. It is who the city is at its core - what, why and how it provides projects, programs, and services to its various stakeholders. While the city’s identity is so much more than its logo, these elements – along with other visual communication elements – remain key to effectively communicating the city’s brand. Graphic standards allow the many city departments and organizations to come together as a unified whole before the community and region – one voice, one brand, one city. This document outlines the policies, procedures and graphic standards that must be followed in order to achieve a unified and consistent visual identity program for the City of Eagle. This includes the correct use of the city logo, seal and city color palette in a variety of applications including letterhead, forms, signage, vehicles, promotional items and publications. OVERVIEW 2 ---PAGE BREAK--- GOALS • Attract and grow business in Eagle with a fresh identity that resonates with its assets. • Reflect Eagle’s variety of activities and vibrancy with residents that care so much about maintaining its beauty, culture and overall freshness. • Present a comprehensive and consistent color and design scheme that reaffirms the city’s corporate identity, enhances its image within the community and region, and defines its unique position in relation to other cities. C I T Y O F E A G L E I I N T R O D U C T I O N 3 ---PAGE BREAK--- CONSISTENCY How we communicate as an organization is as important as what we communicate. Simply put, standards are what put the identity in graphic identity. They enable an organization to maintain its distinctive look and feel in any situation. As a visible and easily recognizable organization, it is essential to portray a consistent image across all visual platforms. When producing materials on behalf of the City of Eagle, follow the standards provided in this guide. These guidelines are our team’s visual playbook, providing the guidelines necessary to reach our goal of clear communication and an effective brand image. The brand must be consistent throughout all materials, internally and externally, in order to preserve its validity. Consistent application of the images, city colors, typography and supporting layouts are vital to strengthening the city’s brand identity and brand recognition. By using its graphic elements consistently and judiciously, the City of Eagle continues to distinguish itself from other cities while maintaining a positive image for the community. As it is impossible to foresee and discuss every application of the City of Eagle brand throughout these guidelines, please contact the City’s Public Information Officer with any questions or for clarification. Members of the public who wish to utilize any of the City's brand images may do so by contacting the City of Eagle Public Information Officer at [EMAIL REDACTED] or by calling 208-489- The Brand Identity Guidelines are located on the City’s website at: www.cityofeagle.org/eaglebrand C I T Y O F E A G L E I I N T R O D U C T I O N 4 ---PAGE BREAK--- THE CIT Y OF EAGLE BRAND 5 ---PAGE BREAK--- BRAND DEFINITION Brand Process BRANDING is an in-depth process that requires pure collaboration between agency and client. City of Eagle stakeholders and Carew Co. performed a great deal of research when developing brand strategy. This document is the culmination of the process. City of Eagle stakeholders should celebrate the brand’s progression as the next chapter of the organiza tion.. C I T Y O F E A G L E I T H E B R A N D 6 ---PAGE BREAK--- BRAND DEFINITION CORE VALUES The values the City of Eagle is built upon. Core values are the foundation of our organization and the pillars of every message we deliver. These are not messages directly to the public; rather, these should be what the public infers from the messages that are directed at target audiences. GENUINE. This place is true to itself, evolving while staying rooted to its heritage. PROUD. Proud of our history, proud of our people, proud of Idaho, and proud of what we will be. NEIGHBORLY. Good friends make good neighbors. In Eagle, we treat everyone with respect. SPACIOUS. The beauty of the nature that surrounds Eagle is just as important as the carefully crafted architecture of the town. OPTIMISTIC. Eagle is amazing now, and its residents are intent on making it even better for the kids and grandkids who will follow. C I T Y O F E A G L E I T H E B R A N D 7 ---PAGE BREAK--- BRAND PERSONALITY The overall tone and attitude we use to deliver our message. Brand personality is the key emotional component that determines whether the City of Eagle is a likable brand. Our Brand personality evokes a relationship with target audiences. AUTHENTIC. This place is comfortable with itself and never tries to be anything it’s not. VIBRANT. From nature to history to the joy of just being together, Eagle’s people find celebration in every season THOUGHTFUL. This place is intentional about growth, the prospects of its people, and its future. GRATIFYING. Eagle is where people can live their best lives. CONFIDENT. This place will only get better with time. C I T Y O F E A G L E I T H E B R A N D BRAND DEFINITION 8 ---PAGE BREAK--- C I T Y O F E A G L E I T H E B R A N D BRAND DEFINITION BRAND PLATFORM and TAGLINE The City’s brand platform defines the core elements of who we are, what we do and why we do it. It is an internal facing tool that should guide messaging across the organization to the public. A tagline is the statement we use to exemplify our brand message. We chose this message as our tagline because it is descriptive both of what we do and how we affect our target audiences. City of Eagle Brand Platform Story The good life isn’t a faraway dream. It’s right here in Eagle. Our city is where you have the freedom to build a business that works, to reconnect with the wonder of the outdoors, to discover a true community of friends, and to craft a life you love. City of Eagle Tagline Life, Done Right. 9 ---PAGE BREAK--- BRAND CAMPAIGN CONCEPT The City of Eagle’s new tagline lends itself to a number of campaign variations. The font used for the tagline is Brandon Grotesque Bold. Do Not: • Change the font • Change the way the phrase is used • Change any word other than the first word of the phrase , Done Right. Example Campaigns Business, Done Right. Work, Done Right. Nightlife, Done Right. Community, Done Right. Trails, Done Right. Recreation, Done Right. Parks, Done Right. Outdoors, Done Right. Downtown, Done Right. Relaxation, Done Right. Quality of Life, Done Right. C I T Y O F E A G L E I T H E B R A N D BRAND DEFINITION 10 ---PAGE BREAK--- C I T Y O F E A G L E I T H E B R A N D VISUAL LANGUAGE VISUAL LANGUAGE IS HOW we communicate our brand visually: images, colors, and design. It should be consistent to create a recognizable brand and instill audience loyalty. Speech and visual communication are parallel and often work together to exchange information with target audiences. The following visual language elements best represent the City of Eagle brand. The City of Eagle has a specific color palette that may not be changed or altered. Additional colors may be added in the case of an advertising campaign, special event, or other marketing need. CMYK: This color breakdown should be used for offset printing or digital 4-color printing for marketing pieces that require full color. RGB: This color breakdown is for use on-screen or in Microsoft applications that require color be specified in RGB. HEX: The colors for use in email and on the web. BRAND L ANGUAGE 11 ---PAGE BREAK--- C I T Y O F E A G L E I T H E B R A N D BRAND COLOR PALETTE The colors on the following pages are the core brand colors for the the City of Eagle brand. These SHALL NOT be changed or altered. Each color provides the color codes for Pantone, CMYK, RGB and HEX. The color palette contains both “solid” colors and the “gradient color swatch pattern”. PRIMARY SOLID COLORS should be used as the “main” colors within marketing, advertising and promotional materials. SECONDARY SOLID COLORS should be used to compliment the primary colors by utilzing the colors within smaller elements or a background for the branding images. These gradient color swatches have been provided because the because the primary and secondary full-color images utilize a gradient swatch of color (color from dark to light). The gradient color swatches should only be used when designing an “specific” element within your marketing or advertising piece where fading may be desired or required. DO NOT use gradient colors within the website, social media, clothing, or as the “main” elements of a brochure or other marketing or adverting piece. BRAND L ANGUAGE 12 ---PAGE BREAK--- C I T Y O F E A G L E I T H E B R A N D PRIMARY SOLID COLORS C 73 M 29 Y 75 K 14 R 74 G 129 B 90 HEX #4A815A C 41 M 0 Y 84 K 0 R 161 G 206 B 90 HEX #A1CE5A C 39 M 51 Y 66 K 47 R 101 G 79 B 60 HEX #654F3C BRAND L ANGUAGE C 9 M 29 Y 66 K 24 C 77 M 9 Y 50 K 0 R 30 G 170 B 151 HEX #1EAA97 13 ---PAGE BREAK--- C I T Y O F E A G L E I T H E B R A N D SECONDARY SOLID COLORS C 40 M 30 Y 20 K 66 R 71 G 76 B 85 HEX #474C55 C 75 M 68 Y 67 K 90 R 1 G 1 B 1 HEX #010101 BRAND L ANGUAGE C 46 M 2 Y 1 K 0 R 126 G 206 B 239 HEX #7ECEEF 14 ---PAGE BREAK--- GRADIENT COLORS A gradient is where something fades from dark to light or light to dark as shown below. The gradient swatches utilized within the primary and secondary full-color brand images are shown on the next page. Each gradient swatch shows the dark and light color for each gradient. C I T Y O F E A G L E I T H E B R A N D BRAND L ANGUAGE 15 ---PAGE BREAK--- C 73 M 29 Y 75 K 14 R 74 G 129 B 90 HEX #4a815a P r i m a r y S o l i d C o l o r G r a d i e n t S w a t c h C o l o r s C 41 M 0 Y 84 K 0 R 161 G 206 B 90 HEX #a1ce5a C 77 M 9 Y 50 K 0 R 30 G 170 B 151 HEX #1eaa97 C 46 M 2 Y 1 K 0 R 126 G 206 B 239 HEX #7eceef C 9 M 29 Y 66 K 24 R 183 G 146 B 87 HEX #b70257 C 6 M 16 Y 65 K 0 R 255 G 213 B 116 HEX #ffd574 P r i m a r y S o l i d C o l o r G r a d i e n t S w a t c h C o l o r s C I T Y O F E A G L E I T H E B R A N D BRAND L ANGUAGE 16 ---PAGE BREAK--- C I T Y O F E A G L E I T H E B R A N D PRINCIPAL PRIMARY FONT The principal typefaces for print advertising, digital, and other marketing pieces are Brandon Grotesque. The Brandon Grotesque Family should be used on all print, digital and is available on Adobe Fonts. BRANDON GROTESQUE abcdefghi [PHONE REDACTED]”:!@#%^&*()? Brandon Grotesque Regular (body copy) Brandon Grotesque Regular Italic (subheads, sidebars) Brandon Grotesque Medium (headlines, subheads, sidebars) Brandon Grotesque Medium Italic (subheads, sidebars) Brandon Grotesque Bold (headlines, subheads, sidebars) Brandon Grotesque Bold Italic (subheads, sidebars) Brandon Grotesque Black (titles, headlines, subheads) Brandon Grotesque Black Italic (headlines, subheads) BRAND L ANGUAGE 17 ---PAGE BREAK--- C I T Y O F E A G L E I T H E B R A N D SECONDARY FONT The brand also requires a typeface that is available for use internally in Microsoft Word and other cross-platform situations. For this purpose, Arial is the typeface that should be widely used to represent the brand. ARIAL [PHONE REDACTED]”:!@#%^&*()? Arial Regular (body copy) Arial Italic (subheads, sidebars) Arial Bold (headlines, sidebars) Arial Bold Italic (subheads, sidebars) Arial Black (titles, headlines, subheads) BRAND L ANGUAGE 18 ---PAGE BREAK--- BRAND IDENTIT Y BRAND IDENTITY BRAND IDENTITY is the family of visual elements that support the City of Eagle brand. It also explains how, when used correctly and consistently, these elements communicate for the City of Eagle in an articulate and compelling way. The design of the City of Eagle’s brand identity was not haphazard; the collective impact is intentional. The City of Eagle’s brand identity reinforces the brand definition. The new images are intended to capture the spirit of the Eagle community in a way that resonates with residents and is attractive to businesses and visitors while complementing the city’s existing city seal. Inspired by the City’s high quality of life and landscapes, the primary images uses colored features to speak to the vibrancy and quality of our community, while the image highights some of the City’s best assets; its walking paths and trails, the Eagle foothills, the Boise river, and its authentic and attractive downtown. Both primary, secondary and text only images are contained within the brand package and include color palettes and fonts to be used. C I T Y O F E A G L E I T H E B R A N D 19 ---PAGE BREAK--- PRIMARY BRAND IMAGE Usage Guidelines for Marketing, Promotional and Advertising Materials This is the PRIMARY image for all applications and is available in full-color only. However, this image WILL NOT replace the City Seal on official documents, such as; city letterhead. There is a version of the primary image customized with each department name for use in special circumstances. Primary Brand Image Primary Brand Image with Department Name BRAND IDENTIT Y T h i s s h a l l b e t h e p r i m a r y b r a n d i m a g e t o b e u s e d w h e n e v e r p o s s i b l e . C I T Y O F E A G L E I T H E B R A N D 20 ---PAGE BREAK--- SECONDARY SUPPORTING BRAND IMAGES Usage Guidelines for Marketing, Promotional and Advertising Materials In addition to the primary image, alternative image variations are available should space or design be an issue. There might be instances where it is useful to employ a a full-color image with the tagline or a one-color secondary image as shown on the following pages. Some images have been designed to incorporate the individual department’s name for use within their unit only. C I T Y O F E A G L E I T H E B R A N D BRAND IDENTIT Y 21 ---PAGE BREAK--- Secondary Full-Color Image T h i s i m a g e i s a v a i l a b l e i n f u l l c o l o r o n l y. T h i s i m a g e I S N O T a v a i l a b l e w i t h d e p a r t m e n t n a m e s C I T Y O F E A G L E I T H E B R A N D BRAND IDENTIT Y 22 ---PAGE BREAK--- Secondary One-Color Full Image With Tagline T h i s i m a g e i s a v a i l a b l e i n n i n e ( 9 ) d i f f e r e n t c o l o r s a s i n d i c a t e d i n t h e c o l o r p a l e t t e , i n c l u d i n g b l a c k a n d w h i t e T h i s i m a g e I S N O T a v a i l a b l e w i t h d e p a r t m e n n t n a m e s . Secondary One-Color Half Image With Tagline T h e s e c o n d a r y o n e - c o l o r h a l f h a s b e e n r e d u c e d f o r m o r e f l e x i b i l i t y i n u s e b u t i n c l u d e s t h e t a g l i n e . T h i s i m a g e i s a v a i l a b l e i n n i n e ( 9 ) d i f f e r e n t c o l o r s a s s h o w n i n t h e s e g u i d e l i n e s , i n c l u d i n g b l a c k a n d w h i t e T h i s i m a g e I S N O T a v a i l a b l e w i t h d e p a r t m e n n t n a m e s . C I T Y O F E A G L E I T H E B R A N D BRAND IDENTIT Y N O T E : A l l o f t h e S E C O N D A R Y O N E - C O L O R I M A G E S a r e a v a i a b l e i n a l l o f t h e P r i m a r y B r a n d c o l o r s . 23 ---PAGE BREAK--- Secondary One-Color Half Image - No Tagline T h e s e c o n d a r y o n e - c o l o r h a l f h a s b e e n r e d u c e d f o r m o r e f l e x i b i l i t y i n u s e a n d i s a v a i l a b l e i n n i n e ( 9 ) d i f f e r e n t c o l o r s a s s h o w n i n t h e s e g u i d e l i n e s , i n c l u d i n g b l a c k a n d w h i t e T h i s i m a g e i s a v a i l a b l e w i t h d e p a r t m e n n t n a m e s . Secondary One-Color Half Image With Department Names T h e s e c o n d a r y o n e - c o l o r h a l f h a s b e e n c u s t o m i z e d f o r u s e b y i n d i v i d u a l d e p a r t m e n t s b y i n c l u d i n g t h e d e p a r t m e n t n a m e . T h i s i m a g e i s a v a i l a b l e i n n i n e ( 9 ) d i f f e r e n t c o l o r s a s s h o w n i n t h e s e g u i d e l i n e s , i n c l u d i n g b l a c k a n d w h i t e . C I T Y O F E A G L E I T H E B R A N D BRAND IDENTIT Y 24 ---PAGE BREAK--- TEXT ONLY BRAND IMAGES Usage Guidelines for Marketing, Promotional and Advertising Materials The following image may be used on any marketing, promotional and advertising merchandise that is not appropriate for the larger primary and secondary graphics. C I T Y O F E A G L E I T H E B R A N D BRAND IDENTIT Y 25 ---PAGE BREAK--- Text Only Image - with Idaho T h e t e x t o n l y o p t i o n i s d e s i g n e d t o b e u s e d w h e r e s p a c e i s l i m i t e d a n d t h e p r i m a r y o r s e c o n d a r y i m a g e c a n n o t b e u s e d . T h i s o p t i o n i s a l s o t o b e u s e d w h e r e t h e i m a g e w i l l b e s o s m a l l t h a t i t w o u l d n o t b e e f f e c t i v e t o u s e t h e o t h e r i m a g e s . C I T Y O F E A G L E I T H E B R A N D BRAND IDENTIT Y 26 ---PAGE BREAK--- WORK SHIRTS Usage Guidelines for Work Clothing. The two images shown on the following page shall be used on clothing worn at work, however, specific guidelines must be met as stated herein. Vendors shall be sent the EPS file for each of the images and shall be provided a list of the approved color palette and fonts for both embroidery and screen printing. Employees who work in the field - SPECIFIC GUIDELINES Employees who work in the field shall have their first name and department name on their shirts. Names shall be in a Brandon Grotesque font. Exception: Clothing used for special event purposes may use any of the branding images within these guidelines as deemed appropriate. C I T Y O F E A G L E I T H E B R A N D BRAND IDENTIT Y 27 ---PAGE BREAK--- For Use on work shirts for those employees who work PRIMARILY IN THE FIELD E m p l o y e e s w h o w o r k i n t h e f i e l d m u s t h a v e t h e i r f i r s t n a m e o n t h e i r s h i r t s u t i l i z i n g t h e B r a n d o n G r o t e s q u e f o n t , a l o n g w i t h t h e b e l o w i m a g e w i t h t h e i r d e p a r t m e n t l i s t e d b e l o w t h e w o r d E a g l e . T h i s i m a g e i s a v a i l a b l e i n t h r e e ( 3 ) d i f f e r e n t c o l o r s w h e n u s e d o n c l o t h i n g o r h a t s . T h e c o l o r s a r e f o r e s t g r e e n , b l a c k a n d w h i t e . P l e a s e e n s u r e t h e a p p r o p r i a t e c o l o r i s u s e d a s s h o w n i n t h e s e g u i d e l i n e s . A f i l e h a s b e e n c r e a t e d f o r e a c h d e p a r t m e n t f o r t h e i m a g e a b o v e . T h e c o l o r o f t h e n a m e s h a l l b e i n t h e s a m e c o l o r a s t h e i m a g e a n d s h a l l u s e B r a n d o n G r o t e s q u e f o r t h e f o n t . For Use on shirts for those employees who work PRIMARIL Y IN THE OFFICE E m p l o y e e s w h o p r i m a r i l y w o r k i n t h e o f f i c e a r e n o t r e q u i r e d t o h a v e t h e i r f i r s t n a m e o n t h e i r s h i r t s , a n d d o n o t h a v e t o h a v e t h e i r d e p a r t m e n t l i s t e d o n t h e b r a n d i n g i m a g e . T h e y m a y u s e t h e f o l l o w i n g i m a g e l i s t e d b e l o w f o r t h e i r w o r k s h i r t s . H o w e v e r , i f y o u c h o o s e t o p u t t h e d e p a r t m e n t n a m e a n d y o u r f i r s t n a m e o n y o u r w o r k s h i r t s , p l e a s e f o l l o w t h e i n s t r u c t i o n s g i v e n o n t h e l e f t o f t h i s p a g e . C I T Y O F E A G L E I T H E B R A N D BRAND IDENTIT Y 28 ---PAGE BREAK--- WORK HATS Usage Guidelines for Work Hats The following image shall be used on hats worn at work, however, specific guidelines must be met as stated below. Vendors shall be sent the EPS file for each of the images below and shall have a list of the approved color palette and fonts for both embroidery and screen printing. Exception: Hats used for special event purposes may use any of the branding images within these guidelines as deemed appropriate. C I T Y O F E A G L E I T H E B R A N D BRAND IDENTIT Y 29 ---PAGE BREAK--- C I T Y O F E A G L E I T H E B R A N D For Use on work hats T h i s c o n t a i n s t h e w o r d s C i t y o f E a g l e I d a h o t e x t o n l y a n d i s a v a i l a b l e i n t h r e e ( 3 ) d i f f e r e n t c o l o r s O N LY w h e n u s e d o n h a t s . T h e c o l o r s a r e f o r e s t g r e e n , b l a c k a n d w h i t e . P l e a s e e n s u r e t h e a p p r o p r i a t e c o l o r i s u s e d a s s h o w n i n t h e s e g u i d e l i n e s . BRAND IDENTIT Y 30 ---PAGE BREAK--- EMAIL SIGNATURES Usage Guidelines for Email Signatures All email signature shall be formatted as shown on the following page. DO NOT: • Alter the typface or reposition in any way • Use any other images other than the primary image • Change the colors or font on any of the text • Change, delete, or reorganize any of the social media icons • Stretch, rotate, elongate, or otherwise distort the email signature. C I T Y O F E A G L E I T H E B R A N D BRAND IDENTIT Y 31 ---PAGE BREAK--- C I T Y O F E A G L E I T H E B R A N D For Use on outgoing email, internal email and email replies Robin Collins, PCED CBO Economic Development Director 660 E. Civic Lane I P.O. Box 1520, Eagle ID 83616 T: (208) 489-8755 I (208) 938-3854 [EMAIL REDACTED] I www.cityofeagle.org Discover Eagle on social media: Facebook I Twitter I LinkedIn I Instagram I YouTube I NextDoor BRAND IDENTIT Y 32 ---PAGE BREAK--- VEHICLES Usage Guidelines for Vehicles The city brand text should be used to identify all official city vehicles. For white vehicles, the green color logo should be used. For a color vehicle, an all-white logo should be used. C I T Y O F E A G L E I T H E B R A N D BRAND IDENTIT Y 33 ---PAGE BREAK--- C I T Y O F E A G L E I T H E B R A N D BRAND IDENTIT Y 34 ---PAGE BREAK--- SIGNAGE Usage Guidelines for Signage The city brand image should be used on all signage for trails and pathways, parks, and city wayfinding. However, the following will apply: Parks • Primary park entry signs will continue to use their current graphic design and color scheme. • Wayfinding and smaller signage within and around parks should contain the new branding images as appropriate. • Any national standards for parks signage colors will supercede the City’s approved color schemes. Trails and Pathways • Primary public trails and pathway entry signs will continue to use their current graphic design and color scheme. • Wayfinding and smaller signage within and around public trails and pathways should contain the new branding images as appropriate. • Any national standards for trails and pathway signage colors will supercede the City’s approved color scheme. C I T Y O F E A G L E I T H E B R A N D Signage Exempt from Branding Requirements • Signs that require a certain color, layout and imaging based on state or national codes. • Signs for pools, splash pads, kids playgrounds or equipment may use other designs as a way to gain attention through marketing and advertising • Primary entry signs to Parks BRAND IDENTIT Y 35 ---PAGE BREAK--- C I T Y O F E A G L E I T H E B R A N D Example: Above sign color is acceptable but should include the Secondary One-Color or Secondary One-Color Half Image in White, or the City of Eagle Idaho Text Image The above city entry signs and arch will remain as is and will not be changed to reflect the brand images. BRAND IDENTIT Y 36 ---PAGE BREAK--- C I T Y O F E A G L E I T H E B R A N D BRAND IMAGE SIZE AND CLEAR SPACE Usage Guidelines Size & Clear Space Because of its complexity, the City of Eagle’s primary image should never be sized smaller than 2 inches. Please consider using a secondary or text only image if a smaller size is needed. The text only image should never be shrunk further than .875 inches wide. The brand identity should have clear spaces above and below equal to the height of the capital serif letters in the word Eagle, and equal to the height of the capital letters on each side. This will ensure the brand identity has room to breathe when used in combination with other graphic elements. This applies to all versions of the image. Resolutions Please note that pixel files (.jpg and .png formats) are 300 dpi and generally should not be enlarged. For enlargements, vector files (.eps and .ai formats) should be used. BRAND IDENTIT Y 37 ---PAGE BREAK--- C I T Y O F E A G L E I T H E B R A N D 38 ---PAGE BREAK--- BRAND ACCEPTABLE COLOR and FONT USE Usage Guidelines Colors to Use Near the Images Color schemes for the City of Eagle collateral should be chosen from the color palette shown in these guidelines. Colors to use as a Background for the Images Care must be taken to ensure that the images stand out sharply against its background color; whether using a solid-color graphic element, an uncluttered area of a photograph, or simply the paper color. The next page provides examples of how to use images over color and photos. C I T Y O F E A G L E I T H E B R A N D BRAND IDENTIT Y 39 ---PAGE BREAK--- L i f e , D o n e R i g h t . C I T Y O F E A G L E I T H E B R A N D 40 ---PAGE BREAK--- BRAND MIS-USE Usage Guidelines Ensure consistent reproduction of the City of Eagle brand images. Some examples of common misuse are shown on the next page. Although these do not represent every instance of misuse, they illustrate common situations to avoid. Use only approved digital art files. Following are examples of unacceptable treatments of the brand identity. Images of common mis-use is shown on the next page. DO NOT: • Alter the typography • Alter the official color schemes • Use artistic filters or embellishments • Stretch, rotate, elongate or otherwise distort the image • Place the images on an image that is cluttered or on a busy background • Reduce the transparency of the images C I T Y O F E A G L E I T H E B R A N D BRAND IDENTIT Y 41 ---PAGE BREAK--- D O N O T a l t e r t h e t y p e f a c e o f t h e i m a g e o r r e p o s i t i o n t h e t y p e i n a n y w a y. D O N O T u s e t h e i m a g e i n a n y c o l o r s o t h e r t h a n t h o s e s p e c i f i e d . D O N O T u s e a n y a r t i s t i c f i l t e r s o n t h e i m a g e ( s u c h a s e m b o s s i n g o r s h a d o w e f f e c t s ) o r u s e a n y a n y a d d i t i o n a l e m b e l l i s h m e n t s o r e l e m e n t s . D O N O T S t r e t c h , r o t a t e , e l o n g a t e o r o t h e r w i s e d i s t o r t t h e i m a g e . D O N O T p l a c e p r i m a r y a n d s e c o n d a r y f u l l - c o l o r i m a g e s o n a c l u t t e r e d p h o t o o r o n a b u s y b a c k g r o u n d D O N O T r e d u c e t h e t r a n s p a r e n c y o f t h e i m a g e s C I T Y O F E A G L E I T H E B R A N D 42 ---PAGE BREAK--- CITY LETTERHEAD OFFICIAL CITY LETTERHEAD will continue to use the City Seal as shown to the right. The only change to letterhead will be to utilize the Brandon Grotesque font. C I T Y O F E A G L E I T H E B R A N D BRAND IDENTIT Y 43 ---PAGE BREAK--- ENVELOPES OFFICIAL CITY ENVELOPES will continue to use the City Seal as shown to the right. ENVELOPES FOR SPECIAL EVENTS OR MARKETING may use the New Brand images. C I T Y O F E A G L E I T H E B R A N D BRAND IDENTIT Y 44 ---PAGE BREAK--- BUSINESS CARDS CITY BUSINESS CARDS will use the City Brand and format as shown on the next page. The City of Eagle business card measures 3.5” wide x 2” high. The card has two line borders around the entire perimeter of the card. The first line is 1 pt. and in black. It starts approximately 1/32” from the edge of the card. The interior border is 1 pt. and is green. It starts approximately 3/32 “ from the edge of the card. The Brand Image is placed approximately 1/4” from the left side of the card and spans approximately 1.0059” wide by 1.2708 inches high. The tagline will be centered below the image utilizing the Brandon Grotesque Regular Italic font at 8 pts. A 0.75 pt black vertical line will separate the Brand Image from the contact information and be located approximately 1/8” to the right of the Brand Image and approximately 0.076” from the green horizontal border at the top and bottom. The placement of the Brand Image with the taglline provides for 1/8” on both sides to the vertical line and border, and 1/4” on the top and bottom to the horizontal border. The employee name is in all caps utilizing the Brandon Grotesque Bold font in 9.5 pt. and the dark green brand color. The name sets approximately 7/16” inches from the top of the card. The employee title is located directly beneath their name and utilizes the Brandon Grotesque Bold font in 9 pts and the tan brand color. Spacing between the name and title is approximately 10.8 pt. Spacing between the title and the starting of the contact informationis approximately 1/8” . The contact information utilizes the black icons and the Arial Regular font in 8 pt and in the black brand color. The “Follow us on social media” will be underneath the contact information utilizing the Brandon Grotesque Regular Italic font in 8 pt. with the black brand color and positioned approximately 1/4” from the bottom of the card. C I T Y O F E A G L E I T H E B R A N D BRAND IDENTIT Y 45 ---PAGE BREAK--- C I T Y O F E A G L E I T H E B R A N D When ordering business cards, send the EPS file to the printing company along with your information and they can easily change out the information and customize it for you. BRAND IDENTIT Y 46 ---PAGE BREAK--- THE CIT Y OF EAGLE SAMPLE BRAND APPLICATIONS 47 ---PAGE BREAK--- Templates and Samples The following templates have been created for you convenience. If you choose to create your own presentations, flyers, etc., please follow the usage guidelines for font, color and brand image. C I T Y O F E A G L E I T H E B R A N D BRAND IDENTIT Y 48 ---PAGE BREAK--- C I T Y O F E A G L E I T H E B R A N D CITY FAX AND MEMO COVER SHEETS EXAMPLES OF FAX AND MEMO TEMPLATES are shown on this page and the following, and are available on the City’s of Eagle’s common drive, under City/SEALS LOGOS and Letterhead/ NEW 2020 City of Eagle Branding Suite/ Collateral Materials. The black Secondary One-Half with tagline or the black Secondary One-Half with Department Name shall be used. Memo Template - Change out Image to Secondary One-Half with Department Name or Use the Secondary One-Half w/Tagline Image BRAND IDENTIT Y 49 ---PAGE BREAK--- C I T Y O F E A G L E I T H E B R A N D Fax Cover Sheet Template - Change out Image to Secondary One-Half with Department Name or Use the Standard Secondary One-Half Image BRAND IDENTIT Y 50 ---PAGE BREAK--- C I T Y O F E A G L E I T H E B R A N D POWERPOINT PRESENTATION TEMPLATE There is a powerpoint presentation template located on the City of Eagle’s common drive, under City/SEALS LOGOS and Letterhead/NEW 2020 City of Eagle Branding Suite/Collateral Materials. BRAND IDENTIT Y 51 ---PAGE BREAK--- C I T Y O F E A G L E I T H E B R A N D 12 Quote - Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas porttitor congue massa. Fusce posuere, magna sed pulvinar ultricies, purus lectus malesuada libero, sit amet commodo magna eros quis urna. 12 70% Lorem ipsum dolor sit amet, consectetur adipiscing elit. 80% Lorem ipsum dolor sit amet, consectetur adipiscing elit. 90% Lorem ipsum dolor sit amet, consectetur adipiscing elit. 99% Lorem ipsum dolor sit amet, consectetur adipiscing elit. Subtitle Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer mollis vehicula ligula ut faucibus. Curabitur vestibulum consequat urna et vehicula. Suspendisse feugiat biben- dum egestas. Sed bibendum urna id sem tincidunt commodoat dictum lectus. Fusce felis tellus, volutpat quis venenatis non, adipiscing quis orci. Integer condimentum leo ut erat ultrices mollis. Nunc ut quam adipiscing, elementum enim ac, ullamcorper magna. Curabitur a felis eu tellus tincidunt rhoncus. Cras rhoncus diam tortor, id cursus purus. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer mollis vehicula ligula ut faucibus. Curabitur vestibulum consequat urna et vehicula. Suspendisse feugiat biben- dum egestas. Sed bibendum urna id sem tincidunt commodoat dictum lectus. Fusce felis tellus, volutpat quis venenatis non, adipiscing quis orci. Integer condimentum leo ut erat ultrices mollis. Nunc ut quam adipiscing, elementum enim ac, ullamcorper magna. Curabitur a felis eu tellus tincidunt rhoncus. Cras rhoncus diam tortor, id cursus purus. TITLE HERE Lorem ipsum dolor sit amet, consectetur adipiscing elit. BRAND IDENTIT Y 52 ---PAGE BREAK--- C I T Y O F E A G L E I T H E B R A N D FLYER TEMPLATES There are some FLYER templates located on the City of Eagle’s common drive, under City/SEALS LOGOS and Letterhead/ NEW 2020 City of Eagle Branding Suite/ Collateral Materials/Posters. Within the templates you can change out the image and text. You can also change out the text colors so long as you use the colors from the color palette. In some cases you may need to insert a different version of the brand image. BRAND IDENTIT Y 53 ---PAGE BREAK--- C I T Y O F E A G L E I T H E B R A N D REPORT TEMPLATES There is a REPORT template located on the City of Eagle’s common drive, under City/SEALS LOGOS and Letterhead/ NEW 2020 City of Eagle Branding Suite/ Collateral Materials/Posters. BRAND IDENTIT Y 54 ---PAGE BREAK--- L i f e , D o n e R i g h t . 55 ---PAGE BREAK--- Implementing the Brand Rolling out a new brand is done over time. However, it is important to remember that consistency is crucial. Any discrepancy in the way that we present our brand could leave us looking unprofessional, thus the reason for having branding guidelines. Please refer to the document called “City of Eagle Brand Implementation Plan”. C I T Y O F E A G L E I I M P L E N T I N G T H E B R A N D BRAND IMPLEMENTATION 56 ---PAGE BREAK--- Q U E S T I O N S A B O U T T H E C I T Y O F E A G L E a n d h o w t o u s e t h e b r a n d a n d s t y l e g u i d e c a n b e d i r e c t e d t o : E l l e n M a t t i l a , P u b l i c I n f o r m a t i o n O f f i c e r e m a t t i l a @ c i t y o f e a g l e . o r g C I T Y O F E A G L E I 6 6 0 E . C I V I C L A N E I E A G L E , I D 8 3 6 1 6 I W W W . C I T Y O F E A G L E . O R G 57