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STYLE GUIDE WE ARE DC Government of the District of Columbia MURIEL BOWSER, MAY

STYLE GUIDE WE ARE DC Government of the District of Columbia MURIEL BOWSER, MAYOR INTRODUCTION Purpose 1 Goal 1 BRAND IDENTITY Visual Branding 1 OVERVIEW We Are Washington DC Logo 2 Government of the District of Columbia Logo 2 Logo Specifications 3 Violations 4 Government Branding 5 Paid Advertisements 6 Design Psychology 8 COLOR Official Palette 9 Violations 9 TYPOGRAPHY Official Typeface 10 Accent Fonts 11 Special Fonts 11 Best Practices 12 Typographic Hierachy 12 Violations 13 RESOURCES Check List 15 Cheat Sheet 16 TABLE OF CONTENT Page - 1 - INTRODUCTION PURPOSE The purpose of this style guide is to establish design guidelines for visual information specialists and/or graphicdesigners. These guidelines will allow designers and visual arts specialist 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 character- istics. 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 - 2 - 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 adopted on October 15, 1938, by Congress as the official design for the District of Columbia. Page - 3 - 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. BLACK WHITE WE ARE WASHINGTON DC STARS & BARS RED 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. Page - 4 - OFFICIAL RED HEX: #bf0000 CMYK: 17, 100, 100, 9 RGB: 191, 0, 0 SCALE RECOMMENDATIONS 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. VIOLATIONS Do not use the Offical Blue for the main graphic. Do not change the color of the main graphic. Do not stetch or shrink the logo disproportianately. 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 colors for the background. Do not use patterns for the background. Page - 5 - 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 - 6 - PAID ADVERTISEMENT What is Paid Advertisement? Paid Advertisement is the purchasing of any media that advertises the District government, including any of its programs, initiatives and agencies. The government branding logo shall be included on all paid advertisements in print, video, and digital formats. When creating an advertisement, always consider the visual personality as well as the distinct characteristics that visually reinforce the mood of the District government’s brand. Our branding standards must be enforced. Our message must be clear and concise. All out-going materials MUST have the Mayor’s branding. Below are three examples of documents that illustrates the Mayor’s brand in multiple stlyes. Keep these tips in mind when developing your ad. PAID ADVERTISEMENT What is Paid Advertisement? Paid Advertisement is the purchasing of any media that advertises the District government, including any of its programs, initiatives and agencies. The government branding logo shall be included on all paid advertisements in print, video, and digital formats. When creating an advertisement, always consider the visual personality as well as the distinct charac- teristics that visually reinforce the mood of the District government’s brand. Our branding standards must be enforced. Our message must be clear and concise. All out-going materials MUST have the Mayor’s branding. Below are three examples of documents that illustrates the Mayor’s brand in multiple stlyes. Keep these tips in mind when developing your ad. Tip 3: Make the background clean CHEAT SHEET Tip 2: Make your message clear Tip 5: Use DC logo T 6: Mayor’s Branding Tip 4: Use hash-tags or slogans Tip 1: Keep text simple and legible and the design clean KIDS RIDE Don’t FORGET to go online and enroll for your free $100 monthly Metrorail beneﬁt. The beneﬁt will be loaded onto your DC One Card. Public school students may enroll in the program starting August 17th. STEP 1: Make sure you have a DC One Card. Go to www.dconecard.dc.gov to ﬁnd out how to get one or ask at your school. STEP 2: Make sure you REGISTER your DC One Card. Go to www.dconecard.dc.gov/manage and register your card. 3 Easy Steps Complete these steps and in 24 hours you can tap your card and ride the train for free. FOR FREE FACTS: • Can be used for travel to and from school and school-related events. • Available throughout the year as long as you are enrolled in an academic program. • Available to DC students, ages 5-21, who attend a DC Public School (DCPS) or public charter school (PCS); kids under 5 are already eligible to ride Metrorail for free. • Tap your DC One Card on the Metrorail faregate; Flashing the card to the Station Manager is not acceptable. STEP 3: If you have a DC One Card and it’s registered, go to www.dconecard.dc.gov/manage and sign in with an email address and CLICK the eligibility button under TRANSIT SUBSIDY SECTION. METRORAIL If you need help, call the District Department of Transportation at 202-673-1740. SAVE THE DATE! Presents MAYOR MURIEL BOWSER #202GirlsKickback A day of fun, self-empowerment, and entertainment! For girls in grades 9-12 Saturda y , September 26th • 10am Early Registration Begins August 28th! ADMISSION IS FREE! GOVERNMENT OF THE DISTRICT OF COLUMBIA MURIEL BOWSER, MAYOR DC’s All 8 Wards Alley Renewal Project ALLEYPALOOZA Starting July 8, 2015 WARDS ALLEYS EACH WARD64 TOTAL ALLEYS RENEWED #alleypalooza Page - 7 - PAID ADVERTISEMENT #EndTheAwkwardDC ASK ME HOW END THE AWKWARD What is Paid Advertisement? A Paid Advertisement is any media that advertises a program, initiative, agency or the government as a whole. When creating advertisements, we must keep in mind our visual personality, and remember the distinct characteristics that reinforce the mood of our brand visually. We must insist that our standards are enforced. Our message must be clear and concise. All out going materials MUST have the Mayor’s branding. Here are some quick tips to keep in mind: Tip 1: Make the backgrround clean Tip 2: Make your main image simple and recognizable Tip 3: Make your message clear Tip 5: Use agency logos Tip 6: Mayor’s Branding Tip 4: Use hashtags or slogans CHEAT SHEET Here is another example (the color scheme is not as important as the message, use your own discretion and creativity): Page - 8 - DESIGN PSYCHOLOGY HOW TO CREATE A DC GOVERNMENT PROMOTIONAL GRAPHIC DESIGN DPR Aquatics Hiring Fair Over 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. uploads/s3/ style-guide-eom-v2.pdf