Attachment_C_-_Department-Brand-Kit.pdf

ST. PETERSBURG PARKS &

RECREATION DEPARTMENT

BRAND KIT

BRAND GUIDELINES

TABLE OF CONTENTS

RESOURCESDepartment Logo Program Logos Logos: Guidelines Brand Colors Typography: Primary Headings Typography: Secondary Headings Typography: Paragraph Typography: Accent Photography Guidelines Copywriting Guidelines ADA Guidelines

City Brand Guidelines Boyd Hill Nature Preserve Brand Guidelines Therapeutic Recreation Brand Guidelines Canva Licensing Google Fonts Licensing https://stpsp1/sites/csp/Intranet/Marketing/_layouts/15/start.aspx#/SitePages/Home.aspx https://stpsp1/sites/csp/Intranet/Marketing/_layouts/15/start.aspx#/SitePages/Home.aspx https://www.canva.com/licensing-explained/ https://developers.google.com/fonts/faq

DEPARTMENT LOGO

This is the logo for the St. Petersburg Parks & Recreation Department. This logo implies property of the City of St. Petersburg Parks & Recreation Department’s official endorsement of information going out to the public. It is not provided for use outside of the City’s organization, unless permission is granted. It should appear on all printed and digital department materials.

PROGRAM LOGOS

The department’s programs/sites have designated, approved logos, including TASCO, Boyd Hill Nature Preserve, and Healthy St. Pete. These programs must include the department logo on all materials going out to the public. These logos imply property of the City of St. Petersburg Parks & Recreation Department’s official endorsement of information going out to the public. These logos are not provided for use outside of the City’s organization, unless permission is granted.

Minimum Dimensions: 0.50" x 0.4"

LOGO GUIDELINES

The logo should always maintain a clear space margin on all sides in any use, staying clear of other logos, graphics, and text. It is advised that the logo's width should never be less than 0.5 inches.

Do not edit transparency. Do not distort.

Do not edit colors.Do not remove text.

0.5"

0.5"

BRAND COLORS

The brand colors align with the City’s designated branding colors. These colors do not replace the City’s logo brand colors but instead evoke an added variety, charm and intrigue for digital and print assets.

The addition of Gulf Coast Grape designates a more unique opportunity to brand parks and recreation specific programs, campaign and messaging assets, specifically the department’s website.

RESILIENT RED

#DD3726

C: 7 M: 93 Y: 91 K: 1

Pantone:

143 C

CITRUS

#F15E22

C: 0 M: 77 Y: 97 K: 0

Pantone:

7417 C

SUNRUNNER

#FBBD13

C: 2 M: 27 Y: 98 K: 0

Pantone:

563 C

PALM

#819E3D

C: 56 M: 22 Y: 100 K: 4

Pantone:

390 C

TAMPA BAY

TEAL

#12A29B

C: 79 M: 14 Y: 44 K: 0

Pantone:

7692 C

SKYWAY BLUE

#004969

C: 99 M: 69 Y: 38 K: 22

Pantone:

Cool Gray

11C

PELLICAN GRAY

#404b50

C: 73 M: 59 Y: 53 K: 36

Pantone:

Cool Grat

11C

GULF COAST

GRAPE

#5A5B9F

C: 27 M: 27 Y: 0 K: 38

Pantone:

7669 C

BOYD HILL

BARK BROWN

#9A6A4F

C: 0 M: 31 Y: 49 K: 40

Pantone:

7525 C

Primary Heading Font

This font should not appear smaller than 20 pt.

This font should be used in all caps.

This font is only accessible through Adobe Font or Canva.

This font is accessible through Google Fonts:

https://fonts.google.com/specimen/Roboto+ Condensed?query=roboto+conde

Primary Heading Backup:

ROBOTO CONDENSED BOLD

ITC

FRANKLIN

GOTHIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890!@$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890!@$%^&*()

BRAND GUIDELINES

TYPOGRAPHY: PRIMARY HEADING

https://fonts.google.com/specimen/Roboto+Condensed/about?stroke=Sans+Serif&sort=relevance https://fonts.google.com/specimen/Roboto+Condensed/about?stroke=Sans+Serif&sort=relevance https://fonts.google.com/specimen/Roboto+Condensed/about?stroke=Sans+Serif&sort=relevance

LATO

BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890!@$%^&*()

BRAND GUIDELINES

TYPOGRAPHY: SECONDARY HEADINGS

Secondary Heading Font

This font is the “bold” weight of Lato.

This font should be used with all caps when used as a secondary heading.

This font should not appear smaller than 12 pt.

This font is accessible through Canva and for download thorugh Google Fonts:

https://fonts.google.com/specimen/Lato?

query=lato&stroke=Sans+Serif&sort=alpha

Secondary Heading Backup:

CALIBRI BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890!@$%^&*() https://fonts.google.com/specimen/Lato?query=lato&stroke=Sans+Serif&sort=alpha https://fonts.google.com/specimen/Lato?query=lato&stroke=Sans+Serif&sort=alpha

Lato Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890!@$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890!@$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890!@$%^&*()

BRAND GUIDELINES

TYPOGRAPHY: PARAGRAPH

Paragraph Font

This font is the “regular” weight of Lato.

This font should not appear smaller than 12 pt.

This font is accessible through Canva and for download on Google Fonts:

https://fonts.google.com/specimen/Lato?

query=lato&stroke=Sans+Serif&sort=alpha

Paragraph Backup:

Calibri

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890!@$%^&*() https://fonts.google.com/specimen/Lato?query=lato&stroke=Sans+Serif&sort=alpha

Bodoni

URW

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890!@$%^&*()

BRAND GUIDELINES

TYPOGRAPHY: ACCENT

Accent Font:

This font is the accent or decorative font for marketing materials and should be used case-by-case.

This font should not appear smaller than 12 pt.

This font is only accessible through Adobe Fonts.

Accent Backup available for download:

Bauer Bodoni

Accent backup available on Canva:

Libre Bodoni

This font is accessible through Google Fonts:

https://fonts.google.com/specimen/Libre+B odoni?query=bodoni&sort=alpha https://fonts.google.com/specimen/Libre+Bodoni?query=bodoni&sort=alpha https://fonts.google.com/specimen/Libre+Bodoni?query=bodoni&sort=alpha

A single image can tell a whole story. A good photo captures a story, inspires the imagination, and motivates action. All photos used in City marketing materials should reflect the community and life in St. Pete.

Only high quality photography should be used in all marketing materials. Cellphone and user-generated photos/content is appropriate on a case-by-case basis and often times is used only for social media.

PHOTOGRAPHY GUIDELINES

DATES/TIMES

Abbreviate the month if the full date is used. Example: Aug.

29, 2024.

Spell out the month if the month and year are used. Example:

August 2024 Always spell out the day of the week in a full date. Example:

Thursday, August 29, 2024 Always use figures for times, except for noon and midnight.

Use a colon to separate hours from minutes. Example: 9 a.m.

(not 9:00 a.m.), 12:30 p.m., 9-11 a.m., 9 a.m. to 5 p.m.

PHONE NUMBERS

Always use dashes between the number sets. Example: 123- 456-789 Include area code in phone number even if it is the city of St.

Petersburg area code.

WEBSITES

Never include “www” before the URL.

A period will follow a URL if the URL ends a sentence.

Example: For more information about our programs, visit stpeteparksrec.org.

GENERAL COPYWRITING

Always keep the mission and vision of the City and the department in mind.

Information should be written in third person, be concise and factual, and read at an 8th grade level.

Never include exclamation points in press releases, flyers, and invitations. Exceptions include social media assets.

Always end a sentence with a period.

Use “and” in copy, not the ampersand (“&”).

Never allow a hyphen to end a line when the sentence continues to the next line.

ADDRESSES

Never include city, state, or zip code unless location is in another city.

Always abbreviate address designations as the following: street (St.), lane (Ln.), boulevard (Blvd.), and avenue (Ave.).

Always abbreviate street direction with a period as the following:

North (N.), South (S.), East (E.), West (W.), Northeast (NE.), Northwest (NW.), Southeast (SE.), Southwest (SW.).

When describing or referencing the general city, always use St. Pete or city of St. Pete with a lowercase “c”.

When describing or referencing the government organization, always use City of St. Petersburg or City with a capital “C”.

COPYWRITING GUIDELINES

The St. Petersburg Parks & Recreation Department follows ADA guidelines set forth by the City of St. Petersburg and the federal government.

All digital and print materials must comply with ADA guidelines, including color contrast.

When using Canva, access the accessibility checker under File > Settings > Check Design Accessibility. More information can be found here: canva.com/help/using-design-accessibility

For guidance on color contrast, visit: accessibleweb.com/color-contrast-checker

When emailing digital documents, make sure documents are ADA compliant. For word documents, follow Microsoft Word's guidance. For PDFs, send through the Web Help Desk > Proofing / Marketing Request to have the Marketing Team make your PDF ADA compliant.

If you have questions regarding ADA compliancy, please reach out to the St.

Petersburg Parks & Recreation Department's Marketing Team.

BRAND GUIDELINES

ADA

https://www.canva.com/help/using-design-accessibility/ https://www.canva.com/help/using-design-accessibility/ https://accessibleweb.com/color-contrast-checker/ https://support.microsoft.com/en-us/office/make-your-word-documents-accessible-to-people-with-disabilities-d9bf3683-87ac-47ea-b91a-78dcacb3c66d