4-Olathe Logo Usage Guide.pdf
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- RFP-25-0076
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- Johnson County, Kansas
About this file
This document is a City Logo Usage Manual for the City of Olathe, Kansas, revised in January 2019. The manual provides comprehensive guidelines for the consistent use of the city's logo and brand identity across various marketing and communications materials. It covers four primary sections: Logo Visuals, Typography, Color Palette, and Branded Assets.
The manual details specific requirements for logo application, including proper usage on business cards, letterhead, envelopes, corporate apparel, promotional items, work apparel, and signage. Key branding elements include the primary logo with an icon and logotype, a color palette featuring PMS 152 (orange) and PMS 294 (blue), and Open Sans as the preferred typeface. The document emphasizes maintaining graphic continuity to reinforce the city's stability and reliability, with strict guidelines on logo alterations, color usage, and clear space requirements. Departments are instructed to obtain logo files from the O-Zone and seek permission from the City Manager's Office for any deviations from the established guidelines.
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CITY LOGO
USAGE MANUAL
REVISED JANUARY 2019
City Logo Usage Manual Contents
CONTENTS
PAGE 13-1804 BRANDED ASSETS
PAGE 9-1002 TYPOGRAPHY
PAGE 11-1203 COLOR PALETTE
PAGE 1-801 LOGO VISUALS
4.1 Projecting a Consistent Image
4.2 Business Cards
4.3 Letterhead and Envelope
4.4 Corporate Apparel and Promotional Items
4.5 Work Apparel
4.6 Signage
2.1 Typeface
2.2 Primary Typeface
3.1 Logo Color System
3.2 Primary palette
1.1 Message from the City Manager
1.2 Primary mark
1.3 Misuse of the logo
1.4 Logo Applications
1.5 Clear Space and Scaling
2-3
5-7
City Logo Usage Manual : : 01
1.1 MESSAGE FROM THE CITY MANAGER
The purpose of this manual is to guarantee the consistency of the City of Olathe’s image by defining the guidelines for the use and application of its logo in all marketing and communications materials.
The City of Olathe logo is its “brand identity.” How we present ourselves defines and reinforces that identity. Graphic continuity is vital as a sign of our stability and reliability. Your help in managing this by complying with these guidelines is essential.
Please use this manual as a reference to better understand the City of Olathe’s vision and dedication to its identity.
Although this manual provides specifics, it doesn’t attempt to identify every marketing and communications medium produced by or for the City of Olathe. Instead, the manual provides general guidelines that always apply. If a project is not directly referenced in this manual, please refer to the general guidelines for specifications.
Print-ready logo files for each use can be found on the O-Zone. This eliminates any need for design work on basic and reoccurring communications materials.
Because this manual is not an all-inclusive document, the City Manager’s Office in consultation with the Communication’s Division ,will mediate any omissions and exceptions.
Thank you for your cooperation.
J. Michael Wilkes
SECTION ONE
LOGO VISUALS
1.2 PRIMARY MARK
Olathe’s logo is a distinct graphic representative of the municipal government of the city. This design supersedes all previous Olathe logos. Any questions concerning these guidelines or use of the logo may be directed to the Communications Division. All digital files of approved art are available on the O-Zone.
LOGO ELEMENTS
The City of Olathe logo is the combination of two separate elements: The Logo type and the icon. The Olathe logo is always used in its entirety. No alterations should be made to the logo. Variations such as changes in the typestyle, proportions or placement of the individual elements, letterspacing of type, adding or deleting elements, adding drop shadows, redrawing or repositioning any portions of the logo are unacceptable and must be avoided. The full-color logo shown to the right is the primary and preferred visual identification.
The black and white versions are only to be used if necessary due to color restriction or background color.
Logo
Icon
Logo Type
City Logo Usage Manual : : 02
Horizontal versions are only to be used if necessary due to space requirements.
1.3 MISUSE OF THE LOGO
Correct use of the logo is important in communicating a consistent image. The city logo is not to be re-created, re-drawn, or distorted in any way. Here are some common misuses:
City Logo Usage Manual : : 03
Do not substitute any typeface in place of the logo.
Do not add a colored stroke.
Do not use the logo in a sentence, tag line, or slogan.
Do not place logo over a patterned background.
Do not change the relative size or proportions of the elements.
Do not produce the logo without the entire symbol.
Do not place the logo inside another logo.
WELCOME TO
City Logo Usage Manual : : 04
DEPARTMENT MARKS
Most programs and services within City of Olathe will use the primary logo mark. Some facilities or programs have 2-tier marks for use on marketing and communications materials. Any questions concerning these guidelines or use of the logo may be directed to the Communications Division. All digital files of approved art are available on the O-Zone.
Horizontal department logo
Icon
Logo Type
2-tier descriptor
Do not overprint with type.
Do not add drop shadows Do not change, modify, or rearrange the logo in any way.
Do not compress or expand the logo.
TEXT
1.4 LOGO APPLICATIONS
POSITIVE APPLICATIONS
Positive applications should be printed on white or on pale, neutral backgrounds.
Some additional guidelines:
• Ensure there is adequate contrast for the entire logo to stand out from the background.
• As a rule, the background should be no darker than a 30% screen of black.
REVERSE APPLICATIONS
On dark backgrounds, positive logos often will not provide enough contrast to stand out and be legible. In these cases, reverse logos may be used. Care should be taken to ensure maximum clarity. For adequate contrast, reverse logos should be printed only on backgrounds of 50% screen of black or darker.
In one-color applications, the text, rolling hill, and wheat appear in white, while the sun is outlined in white only.
Two-color applications have the text, rolling hill, and wheat in white, but the sun filled grey. Other colors used in reverse applications, for example, silver foil on a dark background, must be approved prior to printing.
Reverse application logo files are available on the O-Zone.
Two-color logo on light background
30% Black
One-color logo reversed on dark background
Two-color logo reversed on dark background
20% Black
10% Black
100% Black
75% Black
50% Black
City Logo Usage Manual : : 05
TWO-COLOR APPLICATIONS
The following applications are acceptable for use when used on brochures and informational materials that will be distributed to the public:
Preferred Blue & Orange version
PMS 294 + PMS 152
CMYK Process Orange: 0,51,100, 1
Blue: 95, 60, 11, 3
Alternative Black & Gray version On positive applications
Alternative White & Gray version On negative applications
City Logo Usage Manual : : 06
ONE-COLOR APPLICATIONS
The entire logo can be printed in black or blue on positive applications, and white on negative applications with the sun outlined. The logo can also be screened blue or black.
MISUSE OF COLOR
The following are some common examples of color usage to avoid:
One-color application Black For pale or white backgrounds
One-color application Blue For pale or white backgrounds
One-color screened BlackOne-color application White For dark or w black backgrounds
Do not print a positive logo all in orange
Do not use colors other than PMS 152, Orange, for the color of the sun.
City Logo Usage Manual : : 07
1.5 CLEAR SPACE AND SCALING
CLEAR SPACE
To ensure adequate clarity and visual impact, the logo should always be surrounded by at least the amount of clear space shown in the diagram to the right. The rectangular box around the logo indicates the area that should be kept clear of competing visual elements. In most cases, allowing more clear space than the diagram shows will enhance the presence of the logo.
SCALING
Sometimes it will be necessary to increase or decrease the dimensions of the logo. To scale the logo properly without distorting the proportions, follow these directions:
Import, rather than cut and paste, the logo file into your software application. In Microsoft, the command is Insert/Picture/Photo Browser. Once you have placed the logo, click on the image to select it, and then you can enlarge or shrink the image while constraining the proportions. To do this hold down the SHIFT key and drag the corner.
1x
1x1x
1x
1x
City Logo Usage Manual : : 08
SECTION TWO
TYPOGRAPHY
2.1 TYPEFACE
Open Sans is the preferred brand typeface. Its clean, contemporary style accentuates the experience we deliver to our citizens. To reinforce clarity and consistency in our design, please follow these general guidelines:
HEADLINES AND SUBHEADS: You can use sentence case (Lorem ipsum) or all-caps
(LOREM IPSUM).
INTRO COPY, BODY TEXT , AND LEGAL DISCLAIMERS: Should always be in sentence case (Lorem ipsum).
ITALICS : Should only be used where required by style conventions, such as names, titles or quotes.
ALTERNATE TYPEFACES: Helvetica Neue and Arial are our alternate typefaces.
City Logo Usage Manual : : 09
2.2 PRIMARY TYPEFACE
OPEN SANS REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz # @ & 1234567890
LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz # @ & 1234567890
OPEN SANS SEMIBOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz # @ & 1234567890
OPEN SANS BOLD ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz # @ & 1234567890
OPEN SANS LIGHT ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz # @ & 1234567890
OPEN SANS SEMIBOLD ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz # @ & 1234567890
OPEN SANS EXTRABOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz # @ & 1234567890
OPEN SANS ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz # @ & 1234567890
OPEN SANS BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz # @ & 1234567890
OPEN SANS EXTRABOLD ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz # @ & 1234567890
City Logo Usage Manual : : 10
SECTION THREE
COLOR PALETTE
3.1 LOGO COLOR SYSTEM
Beyond our logo, color is the most recognizable aspect of our brand identity. Colors were selected that reflect our bold, diverse community. Using color appropriately is one of the easiest ways to make sure our materials reflect a cohesive image or visual story.
CITY COLORS
The City of Olathe utilizes two colors. Using colors together within marketing collatoral in order to divide sections or topics of communication is allowed. When using the colors in this way, there should always be a clear and simple logic for the changing of the colors within the piece.
USE OF TINTS
As a general rule, tints of the colors are to be avoided, but may be used for graphs and charts where colors are limited (eg single- color printing).
City Logo Usage Manual : : 11
3.2 PRIMARY PALETTE
Olathe’s signature colos are blue and orange on a white background. These should always be considered as the primary colors.
PMS 152
COLOR SPACES OF PMS 152
Hex: #F08F00
RGB: R 241, G 143, B 0
CMYK: C 0, M 51, Y 100, K 1
PMS 294
COLOR SPACES OF PMS 294
Hex: #005c9b
RGB: R 0, G 93, B 156
CMYK: C 95, M 60, Y 11, K 3
City Logo Usage Manual : : 12
SECTION FOUR
4.1 PROJECTING A CONSISTENT IMAGE
In order to project a strong, unified city voice, it is vital that each department maintain the City’s identity in all areas, including letterhead, business cards, building signs and promotional materials.
The following exhibits demonstrate how to apply the identity system through all City departments so all materials are consistent with the established look.
A stationery system has been created to give a professional and consistent impression of Olathe. All stationery and related items should be produced using the guidelines in this section.
The type style, layout, placement and size relationships of each of the pieces within this system have been carefully designed to compliment one another. Their implementation must be consistently applied with no changes or variations from these specifications without written permission from the City Manager’s Office.
BRANDED
ASSETS
City Logo Usage Manual : : 13
4.2 BUSINESS CARDS
The standard shell for the business cards cannot be changed or altered. All citywide business cards (except Fire and Police) will look like the standard card below. Departments or Divisions can order business cards directly with the vendor using the City p-card. The business card order forms can be found on the O-Zone.
FRONT DESIGN
x x x x
BACK DESIGN
PRINTING SPECIFICATIONS
DOCUMENT TRIM SIZE (FINAL SIZE AFTER BEING CUT)
3.50" x 2.00" 89 x 51 mm 1050 x 600 pixels
PRINT RESOLUTION & COLOR
300 DPI
CMYK
Please be sure to keep all text within the safe margin.
FULL BLEED SIZE (STARTING DOCUMENT SIZE)
3.62" x 2.12" 92 x 54 mm 1085 x 635 pixels
Employee Name Employee Title
Phyllis Hunt, CPPB Buyer
Department or Division Street Address P O Box 768 Olathe, Kansas 66051-0768
Publishing Division 100 E. Santa Fe P O Box 768 Olathe, Kansas 66051-0768
(913) 971-0000
(913) 971-0000
Fax (913) 971-0000 email@olatheks.org
(913) 971-8714
(913) 971-8670
Fax (913) 971-8719 phunt@olatheks.org
O lat h e K S .org O lat h e K S .org
City Logo Usage Manual : : 14
4.3 LETTERHEAD AND ENVELOPE
Letterhead and envelopes are to be ordered directly from Central Stores.
Departments/Divisions that wish to add the department/division name and/or address to the letterhead will need to get written permission from the City Manager’s Office.
(913) 971-8600 • 100 E. Santa Fe, PO Box 768, Olathe, Kansas 66051-0768 • OlatheKS.org
100 E. Santa Fe PO Box 768 Olathe, Kansas 66051-0768
City Logo Usage Manual : : 15
4.4 CORPORATE APPAREL AND PROMOTIONAL ITEMS
Digital files of the logo for promotional items are available from the Purchasing Division. On Corporate Apparel, such as shirts, the logo must be embroidered in the designated two colors.
Departments should contact the Purchasing Division when ordering promotional materials to ensure the appropriate artwork is sent to the vendor.
City Logo Usage Manual : : 16
4.5 WORK APPAREL
Work apparel, such as T-shirts and hats, can be screened in the black or white outline of the logo. The choice of the screen color (black or white) can be done at the discretion of the departments.
City Logo Usage Manual : : 17
4.6 SIGNAGE
The City’s image is conveyed in everything that we do. Therefore, it is important to use the logo correctly in all applications, including the many signs we use on our buildings, in our parks and on our streets, and the decals marking City-owned vehicles. If you have specific questions regarding vehicle or exterior signage, please contact the Purchasing Division at (913) 971-8714.
OlatheKS.org
City Logo Usage Manual : : 18 vcv
WEB
OLATHEKS.ORG
LOCATION
100 EAST SANTA FE
OLATHE, KANSAS 66061
COMMUNICATION &
CUSTOMER SERVICES
913-971-8600
CONTACT INFO
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