NWFD_Brand_Guidelines.pdf

PDF 2 MB Posted Apr 3, 2026

Attached to: Formal/General Fire Department Uniforms and Accessories
Solicitation number: 260153
Issued by: Pima County, Tucson City, Arizona

About this file

Written by GovTribe AI · Apr 7, 2026

This is a Brand Identity Guidelines document for the Northwest Fire District (NWFD) that establishes visual and graphic standards for the agency's corporate identity across all materials and applications. The guidelines provide comprehensive specifications for logo usage, including two primary lockups (horizontal two-line and stacked configurations), minimum size requirements of 1.25 inches wide for horizontal and 0.75 inches wide for stacked versions, and mandatory clear space specifications equal to the height of the letter "D" in the logomark. The document outlines the approved color palette consisting of six primary colors: PMS 660C (blue), PMS 200C (red), PMS 188C (maroon), PMS 287C (dark blue), white, and black, with specific RGB, CMYK, and hexadecimal values provided for each. Typography standards designate Montserrat as the primary typeface for all applications with 18 approved font styles, with Arial or Arial Black as acceptable alternatives for Microsoft applications. The guidelines establish specific tracking (25) and leading standards for body copy and headlines.

The document provides detailed specifications for stationery items including business cards with full-color imprinting on a blue background and defined font sizes and placement requirements for all text elements. Apparel standards cover t-shirts, polos, and dress uniforms with specific imprint area dimensions and font specifications, including full-color logomark placement on various garments and embroidered elements. Dress uniform requirements include detailed part numbers and specifications for components such as Flying Cross coats and trousers in navy or black depending on rank, accessories including ties, belts, dress shoes, and insignia with silver or gold finishes. All procurement orders require prior approval from abraswell@nwfdaz.gov before production, and specialty items must comply with the established color palette and typography guidelines.

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BRAND IDENTITY

GUIDELINES

Introduction A strong corporate identity is supported by the adherence to this document.

A corporate identity helps audiences distinguish us from other fire districts and is built on the foundation of community experiences, perceptions and aspirations of residences, 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 district is at its core – what, why and how it provides services to its various stakeholders.

Graphic standards allow the many departments to come together as a unified whole before the community and region – one voice, one brand.

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 Northwest Fire District. This includes the correct use of the logo, typography and color palette in a variety of applications including stationery, uniforms, vehicles and promotional items.

PLEASE NOTE:

All procurement orders will require approval prior to production of items.

Email electronic proofs to abraswell@nwfdaz.gov for approval.

Northwest Fire District | 3

CONTENTS

L O G O 4

C O L O R 8

T Y P O G R A P H Y 1 0

S TAT I O N E R Y 1 1

A P PA R E L 1 4

S P E C I A L T Y I T E M S 1 9

4 | Northwest Fire District

LOGO

Wordmark

Logomark

Northwest Fire District | 5

Logomark by itself Stacked

Horizontal two lines (Primary)

Horizontal one line

LOGO LOCKUPS

6 | Northwest Fire District

CLEAR SPACE

Clear space must surround the Northwest Fire District logo to ensure legibility and prominence.

The size of the clear space around the logos must be at least the distance of the height of the letter “D” in the logomark for both the horizontal and stacked lockups.

MINIMUM SIZE

To maintain full legibility, never reproduce the logo at a size smaller than stated below.

Horizontal

1.25 inch (31.75 mm) or 90 pixels wide

Stacked .75 inch (19.05 mm) or 54 pixels wide

USING THE LOGO

Northwest Fire District | 7

NORTHWEST

FIRE DISTRICT

Our mission is to save lives, protect property and care for the community.

NORTHWEST

FIRE DIS TRICT

Do not place the color logo on a busy background.Do not use an alternative font for any portion of the logo.

Do not stretch, elongate or otherwise distort the logo.

Do not arch text around logomark.

Do not add anything within the logo’s clear space.

Do not use color variations other than what is provided by the Communications Department.

LOGO MISUSE

Ensure consistent reproduction of the Northwest Fire District logo. Some examples of common misuse are shown below. Although these do not represent every instance of misuse, they illustrate common situations to avoid. Use only approved digital art files.

8 | Northwest Fire District

PMS 660C

RGB 64 / 126 / 201

CMYK 88 / 50 / 0 / 0

Hex code #407EC9

PMS 200C

RGB 186 / 12 / 47

CMYK 3 / 100 / 70 / 12

Hex code #BA0C2F

PMS 188C

RGB 118 / 35 / 47

CMYK 16 / 100 / 65 / 58

Hex code #76232F

WHITE

RGB 255 / 255 / 255

CMYK 0 / 0 / 0 / 0

Hex code #fff

BLACK

RGB 0 / 0 / 0

CMYK 0 / 0 / 0 / 100

Hex code #000

PMS 287C

RGB 0 / 48 / 135

CMYK 100 / 75 / 2 / 18

Hex code #003087

COLOR PALETTE

Northwest Fire District | 9

ACCEPTABLE COLOR USAGE

Full Color Reversed

1 Color / PMS 287 Black & White

MONTSERRAT

LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

LIGHT ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

SEMIBOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

SEMIBOLD ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

EXTRABOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

EXTRABOLD ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

BLACK

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

ARIAL

REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

BOLD ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

BLACK

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

10 | Northwest Fire District

TYPOGRAPHY

Montserrat is the primary typeface for print, and should be used for headlines, subheadlines, body copy and any other small type. Monserrat has 18 different font styles that are acceptable to use.

The tracking of Montserrant should always be 25, and the leading should always be scaled equal to 10 point type/13 point line spacing or 12 point type/15 point line spacing.

Arial or Arial Black may be used as an alternative typeface for Microsoft applications when Montserrat is not available.

NOTE: Download free font here: fonts.google.com/specimen/Montserrat

Northwest Fire District | 11

NORTHWEST FIRE DISTRICT

STATIONERY

ISO CLASS 1 H INTERNATIONALLY ACCREDITED

13535 N. Marana Main Street | Marana, AZ 85653

(520) 887-1010 | www.NWFDAZ.gov @NorthwestFire | /NorthwestFireDistrict

NORTHWEST FIRE DISTRICT

13535 N. Marana Main Street Marana, AZ 85653

12 | Northwest Fire District

Our mission is to save lives, protect property and care for our community.

ISO CLASS 1 H INTERNATIONALLY ACCREDITED

NORMAN K. “BRAD” BRADLEY III

FIRE CHIEF

DIRECT 520.887.1010 x2901

MOBILE 520.940.1247

FAX 520.887.1034

bbradley@nwfdaz.gov www.NorthwestFire.org @NorthwestFire /NorthwestFireDistrict

NORTHWEST FIRE DISTRICT

13535 N. Marana Main Street Marana, AZ 85653

BUSINESS CARDS

.1875” margin on all four sides

Business card measures 3.5” x2” and needs to be printed CMYK two-sided, full bleed.

.625” height Blue background

Full color logomark

.75” height

1.25” wide

PHONE: Montserrat Medium Uppercase 8pt / 10pt

CONTACT INFORMATION:

Montserrat Medium

Normal case 8pt / 9pt Reversed type

MISSION STATEMENT:

Montserrat Italic

Sentence case 9pt / 11pt Reversed type

ACCREDITED:

Montserrat SemiBold

Uppercase 7pt / 8pt Reversed type

TITLE: Montserrat Medium Italic Uppercase 8.5pt / 10pt

NAME: Montserrat ExtraBold Uppercase 8.5pt / 10pt

EMAIL: Montserrat SemiBold Lowercase 8pt / 10pt

BACK

FRONT

White logomark

Blue background

.5pt solid white 2.8” line

Northwest Fire District | 13

EMAIL SIGNATURE

Slogans, motivational or inspirational quotes, graphics or photos are prohibited below email signatures.

14 | Northwest Fire District

APPAREL

T-SHIRTS

FRONT

LEFT CHEST

Imprint area: 4.06” X 3.75”

White stacked logo on navy blue shirt with left pocket.

RIGHT CHEST

Rank

Imprint area: 24pt or .24” (line height)

FONT: Montserrat Bold Uppercase (Alternative typeface Arial Bold)

BACK:

Imprint area:

12.5” (maximum width) X 6.37”(maximum height) Per Line

LINE 1: White lettering

LINE 2: Red lettering with white outline

FONT: Montserrat ExtraBold Uppercase (Alternative typeface Arial Black)

RANK

NORTHWEST

FIRE

SLEEVE

For Paramedic Certification ONLY

Imprint area: 2.75”w X 4”h

RIGHT SLEEVE

White certified emergency paramedic seal

Northwest Fire District | 15

B. BRADLEY

FIRE CHIEF

APPAREL

POLOS WITH EMBROIDERY

FRONT

Full color logomark on white polo shirt

LEFT CHEST

Embroidery area: 3.70” X 3.33”

RIGHT CHEST:

Imprint area: .30” (line height)

FONT: Montserrat Bold Uppercase (Alternative typeface Arial Bold)

BACK

MIDDLE

Embroidery area: 5.95” X 5.56”

Two lines

FONT: Montserrat Bold Uppercase (Alternative typeface Arial Bold)

FIRE DISTRICT

16 | Northwest Fire District

DRESS UNIFORMS

FRONT

Full color logomark on white dress shirt

LEFT CHEST

Embroidery area: 3.70” X 3.33”

FONT: Montserrat Bold Uppercase (Alternative typeface Arial Bold)

BACK

Northwest Fire District | 17

DRESS UNIFORMS

RANK: FIREFIGHTER, ENGINEER, CAPTAIN, FIRE INSPECTOR

Black and Silver Patch

PART NUMBER DESCRIPTION

FEC38804 Flying Cross Double-Breasted Dress Coat, LAPD Navy

FEC38200 Flying Cross 100% Polyester Trouser LAPD Navy

FEC24N5100 Flying Cross White Shirt 65%Poly/35%Cotton

MID114-BLK Fireman Bell Crown w/Silver Weave Band

SBU90081BK Tie w/Button Holes, Black 3.5" x 57"

SBU90019 BLACK Tie, CLIP ON, Black 3.5" x 57"

CHA6010-01 Belt 1-1/2" Black

BAT22141 Dress Shoes, Men's High Gloss

BAT742 Dress Shoes, Women's High Gloss

SMIC510 Tie Bar, Polished Silver with Arizona State Seal

BLAB484 Hat Insignia, Maltese Cross, Nickel w/AZ State Seal

SMIC180 Collar Insignia, Engineer, One Bugle Silver

SMIC182 Collar Insignia, Captain, Two Bugle Silver

BLAJ3/S Nameplate, Two-Line, Silver

BLAJ6/S Serving Since Nameplate Holder, Silver

RANK: CHIEF

Black and Gold Patch

FEC17B8696C Flying Cross Double-Breasted Coat, Black

FEC28P8696 Flying Cross Black Trousers

BLA8421 Shirt, Short Sleeve White

BLA8432 Shirt, Long Sleeve White

SMIC510 Tie Bar, Gold with Arizona State Seal

MID113 Firemen Bell Crown Hat with Gold Weave, White

SBU90081BK Tie w/Button Holes, Black 3.5" x 57"

SBU90019 BLACK Tie, CLIP ON, Black 3.5" x 57"

CHA6010-01 Belt 1-1/2" Black

BAT22141 Dress Shoes, Men's High Gloss

BAT742 Dress Shoes, Women's High Gloss

BLAB484-GP Hat Insignia, Maltese Cross, Gold w/AZ State Seal

BLAJ52 Collar Insignia, Battalion, 2 Crossed Bugles Gold

BLAJ53 Collar Insignia, Division, 3 Crossed Bugles, Gold

BLAJ54 Collar Insignia, Assistant, 4 Crossed Bugles, Gold

BLAJ55 Collar Insignia, Chief, 5 Crossed Bugles, Gold

BLAJ3/G Nameplate, Two-Line, Gold

BLAJ6/G Serving Since Nameplate Holder, Gold

18 | Northwest Fire District

PATCHES

PIMA COUNTY, ARIZONA

NORTHWEST

FIRE DIS TRICT

Full color logomark with white outline

Navy blue background

FONT:

Montserrat ExtraBold Uppercase on two lines

Montserrat SemiBold Uppercase on one line

Northwest Fire District | 19

SPECIALTY ITEMS

Below are examples of best practice guidelines. Care should be taken in selecting items that fall within the color palette parameters and complement the Northwest Fire District brand.

Full color or one-color logo or approved font from typography guidelines.

FIRE DISTRICT

File details come from the government source that posted it. Updated Apr 7, 2026.