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City of Columbus-Brand Guidelines_大厂VI品牌视觉标准_外企业品牌手册.pdf
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City of Columbus-Brand Guidelines_大厂VI品牌视觉标准_外企业品牌手册.pdf
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The City of Columbus Brand Guidelines
©2012 The City of Columbus
The City of Columbus Brand Guidelines
The City of Columbus Brand Guidelines
©2012 The City of Columbus
Table of contents
1.0 The City of Columbus brand
2.0 How to use these guidelines
3.0 Elements of the visual identity
3.1 Approved logo
3.2 Approved logo colors
3.3 Process color logo options
3.4 Spot one-color logo options
3.5 Black & white options
3.6 Standard sizes
3.7 Minimum area of protection
3.8 Improper use
4.0 Division logos
4.1 311 Columbus
4.2 Columbus City Council
4.3 Civil Service Commission
4.4 Columbus Public Health
4.5 Columbus Television
4.6 Community Relations Commission
4.7 Department of Building and Zoning Services
4.8 Department of Development
4.9 Department of Finance and Management
4.10 Department of Public Safety
4.11 Department of Public Service
4.12 Department of Public Utilities
4.13 Department of Technology
4.14 Division of Fire
4.15 Division of Police
4.16 Equal Business Opportunity
4.17 Get Green Columbus
4.18 Department of Human Resources
4.19 Neighborhood Pride
4.20 Office of the Auditor
4.21 Office of the Treasurer
4.22 Recreation and Parks Department
5.0 Typography – city typeface
6.0 Logo usage & applications
7.0 Frequently asked questions
8.0 Contacts
The City of Columbus Brand Guidelines
©2012 The City of Columbus
The City of Columbus brand
To guarantee that our new identity is successful, The City of Columbus must be vigilant in
ensuring that its brand identity is clearly communicated. Our brand is the aggregate of many
elements such as our name, vision, logo, colors, and other visual and verbal touch points that
identify The City of Columbus.
The most visible element to our brand, and thus the most important, is our logo. It’s what all
organizations and services fall under and how we are instantly recognized. The real value of our
logo to The City of Columbus is measured when we think about what associations and mean-
ings are assigned to the organization and its services. This value is known as brand equity, which
equates to the strength of our brand – the sum of all of the brand touch points.
The term brand identity describes the vision of how we want the brand to be perceived by our
audiences. So, the question answered by the brand identity is: “How do we want our audiences
to think of us?”
The marketing and communication efforts of The City of Columbus must address any gap
between our brand equity and our brand identity. This effort begins by asking the most critical
question of all: “What relevant benefit does our brand identity offer to our partners?” In other
words, “What’s in it for them?” The answer is simple: they aren’t just associated with the brand;
they are now a part of an entire city’s identity.
Our branding guides all marketing and communications initiatives, beginning with the use of
the logo. Because the logo is the most visible representation of The City of Columbus identity,
there is then a direct link between how The City of Columbus logo is used and our ability to
communicate our brand.
Brand Guidelines – 1.0
The City of Columbus Brand Guidelines
©2012 The City of Columbus
How to use these guidelines
These guidelines are intended to ensure that The City of Columbus’ brand is articulated
in a consistent and approved manner. Each time the brand is represented correctly,
it gains strength. Conversely, with each incorrect use, the brand loses equity.
Think of these guidelines as a framework for creating strong and effective business
communications. They are a source of guidance and insight for creating communications
that engage and inform our key partners while reinforcing a consistent brand message.
To achieve the greatest benefit from these guidelines, we suggest that you:
1. Browse through the guidelines to get acquainted.
2. Share them with the appropriate users and require their use.
These standards function as rules, providing definition for acceptable ways to communicate.
But overall, the standards are your compass – a tool to help you make good decisions as you
create and evaluate work.
As a member of The City of Columbus family, however, you are equally responsible for
ensuring that everything bearing our brand is consistent with these guidelines.
Brand Guidelines – 2.0
The City of Columbus Brand Guidelines
©2012 The City of Columbus
Elements of the visual identity
The City of Columbus visual identity is the sum of many graphic elements. The core
elements of the identity are called the foundation. When expressed consistently and within
the stated standards, the foundation elements strengthen The City of Columbus brand.
These guidelines will offer guidance on the foundation elements of the identity including
logos, lockups, size relationships and color.
Brand Guidelines – 3.0
The City of Columbus
core wordmark
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