City-of-Pasadena-Style-Guide.pdf
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- Attached to
- Parking Staff Uniforms
- Solicitation number
- 2026-Informal-0402
- Issued by
- Los Angeles County, California
About this file
This is a Style Guide document from the City of Pasadena establishing communication and graphic standards for city materials and branding. The guide applies to all City of Pasadena departments and agencies when preparing communications, graphics, and materials that incorporate the City seal or City of Pasadena rose logo. The document provides comprehensive standards for formatting times, dates, addresses, phone numbers, and URLs in city communications, with specifications such as using the (626) XXX-XXXX format for phone numbers, Pascal case for URLs, and short links via Bit.ly when possible. Font size requirements emphasize legibility across various media formats, from printed materials to social media posts. The guide mandates the use of high-resolution images that reflect the city's diverse community and establishes strict accessibility requirements including Alt text for all web and social media images, adequate color contrast between text and background colors using WebAim contrast checkers, sans-serif fonts for improved readability, and accessible event information to be provided via CSC@cityofpasadena.net or (626) 744-7311.
The document differentiates between appropriate uses of the City Rose logo and City Seal, specifying that the Rose logo should be used for public outreach and marketing while the City Seal is reserved for official city business and letterhead. Approved color variations for the Rose logo include PMS 1795C, PMS 2292C, black, and PMS 872C, while the City Seal uses PMS Reflex Blue, PMS 872C, and black. The guide explicitly prohibits altering colors, stretching or distorting logos, removing components, adding unauthorized verbiage, or using logos on busy backgrounds. Department logo placement guidelines recommend positioning logos at the top or bottom of documents and limiting multiple department logos to prevent clutter. Standard email signature requirements specify inclusion of name, job title, City of Pasadena department, office address at 100 N. Garfield Ave., Pasadena, CA 91101, phone number with extension, linked email address, and optional social media icons. For additional guidance, the Public Information Coordinator III can be contacted at pasadenapio@cityofpasadena.net or (626) 744-7503.
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STYLE GUIDE 2023
STYLE GUIDE 2023
The standards outlined in this document are a basic guide to use when preparing communication and graphic materials using the City seal or City of Pasadena rose logo.
COMMUNICATIONS/
GRAPHICS STYLE GUIDE
Please use the recommended City communications/graphic style guide below for all City materials. Consistency is key throughout communications or graphic files.
TIMES
• a.m./p.m. OR am/pm
• 7 – 9 a.m. OR 7:00-9:00 a.m.
• Preferable to use 7 a.m. instead of 7:00 a.m. (not needed but recommended)
DATES
• Include the day of the week when talking about program/event on a specific day.
Example: Wednesday, June 8
• No need to include the year, unless you think it's needed.
ADDRESSES
• Use address abbreviations with numbered addresses when possible.
Example: 1845 N. Fair Oaks Ave.
• No need to include city name or ZIP code UNLESS to provide clarification. For example, if we partner with another City on an event, it may be necessary to clarify which city the address is in.
PHONE NUMBERS
• Use the (626) XXX-XXXX Format
FONT SIZE
• Please ensure font sizes are legible to the public.
NOTE: A flier might be legible on an 8.5x11 printed paper but not on a social media post.
URL’s
• Please use short URL’s when possible - especially on printed and social media graphics.
The City uses Bit.ly for short URL’s. Also, please use Pascal case for URL’s. Pascal case is a naming convention in which the first letter of each word in a compound word is capitalized.
Bad Example: https://www.governmentjobs.com/careers/pasadena Good Example: Bit.ly/PasadenaGovJobs
IMAGES
• The City recommends using high-resolution images in all content. Images should not be blurry or pixelated. Also, The City prides itself on having a diverse community – please reflect that when using images.
COMMUNICATIONS
ACCESSIBILITY
REQUIREMENTS
The accessibility information below is REQUIRED and not recommended.
ALT TEXT
• Include Alt Text for ALL image graphics posted to web and social media.
COLOR CONTRAST FOR GRAPHICS AND IMAGES
• Provide adequate color contrast between foreground (text color) and background colors:
WebAim.org/Resources/ContrastChecker/
Examples:
ACCESSIBILITY INFO FOR EVENTS
• Short version:
“For accessibility information and requests, contact CSC@cityofpasadena.net or (626) 744-7311.”
• If you’re unable to fit the accessibility information and request statement on your graphic, be sure to include it in the social media post description.
ACCESSIBLE FONTS
• Sans-serif fonts are highly recommended. They have a slightly higher readability than serif fonts. Their appearance is more block-like and less decorative than serif fonts.
QR CODES
• QR codes should only be included in print files. Include a short link next to the QR code to meet ADA requirements
GOOD
EXAMPLE
BAD
EXAMPLE
APPROPRIATE USE
OF CITY ROSE LOGO
VERSUS CITY SEAL
CITY ROSE LOGO
The City Rose logo should be used for all outreach, Public Relations and display intended to be viewed by or promoted to the general public.
CITY SEAL
The City Seal should be used for all official City business and on City letterhead, business cards, and envelopes.
APPROVED VARIATIONS
[HORIZONTAL]
SPOT COLORS FOR USE IN ROSE LOGO:
PMS 1795C
PMS 2292C
BLACK 100%
PMS 872C
[VERTICAL]
SPOT COLORS FOR USE IN ROSE LOGO:
PMS 1795C
PMS 2292C
OF CITY SEAL
SPOT COLORS FOR USE IN CITY SEAL:
PMS REFLEX BLUE
IMPROPER USE OF
CITY ROSE LOGO
AND CITY SEAL
DO NOT alter the colors. DO NOT stretch or distort the logos.
DO NOT remove parts or rearrange the layout of the logos.
DO NOT add additional verbiage or components to the logos.
DO NOT use logos on busy or distracting backgrounds.
C
IT
Y O
F PASADENA
IN
C
O
RPORATED JUNE
DO NOT alter the typefaces used in the logos.
PASADENA
APPROPRIATE USE
OF CITY LOGO
LOGO PLACEMENT AND USAGE
• Place your department logos at the top or bottom of the documents.
• When more than two departments are included in one document, please use the City logo with the state and web address listed. Please DO NOT place three or more department logos in your documents.
Example:
or
ELECTRONIC
CORRESPONDENCE
AND EMAIL
Please use the recommended City communications/graphic style guide below for all electronic correspondence:
• Standard City email signature o First and Last Name o City of Pasadena • Department/Division Name o Location Address o Phone Number (in format: (626) xxx-xxxx and extension) o Linked email address o Social media links in with small icons (recommended)
• Example Standard City email signature:
First Middle Last Job Title / Position City of Pasadena • Office • Department 100 N. Garfield Ave. • Pasadena, CA 91101
(626) 744-XXXX
email@cityofpasadena.net
• Sans-serif fonts are recommended for email signatures to meet ADA compliance requirements.
If you need more information or have questions about using the City Style Guide, contact the Public Information Coordinator III at pasadenapio@cityofpasadena.net or call (626) 744-7503.
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