High Point Brand Guidelines 2026 by cityofhighpoint

BRAND STYLE GUIDE COPYRIGHT OCTOBER 2025 ! CITY OF HIGH POINT

INTRODUCTION

HIGH POINT BRAND STYLE GUIDE

VERSION 2

Since you are holding this guide and reading these words, we’re trusting you with High Point’s very identity: the High Point brand. A brand is not simply a logo. For us, a community’s brand embodies a set of values, principles and actions that shape a place and draw people to it. Our brand is about creating an environment where everyone is encouraged to think big, take risks, and express their creativity. By doing so, we can transform our community and inspire others to love it, too. In the pages that follow, you’ll find guidelines, rules, and tips that will help you tell our story, realize our vision, and reinforce our brand. While we can’t predict every situation, brand execution, or implementation, this guide will refine your approach.

WELCOME

We’re excited to welcome you to our community, whether you’re a new sta! member, an outside designer, or one of our fantastic partner organizations. Thank you for helping us achieve our goals and tell the world about High Point. Welcome to High Point. 002

INTRODUCTION

HIGH POINT BRAND STYLE GUIDE

Introduction 002. Welcome 003. What’s Inside 004. Intent of this guide 005. Using our materials

WHAT’S INSIDE

About The Brand

029. Place Brand place/ location marks 030. Place Brand endorsement 031. City Government primary mark 032. City Government branded house marks

Visual Style 047. Grids 049. Elements

Photo/Video 052. Tone 053. Principles

007. Brand Story

033. City Government endorsement

008. Brand Principles

034. Size

009. Brand Personality

035. Background Control

010. Brand Architecture

036. Common Errors

Voice & Writing Style

Brand Colors

058. File Types

013. Tone of Voice

038. Primary Palette

059. FAQs

014. Campaign Messaging

039. Secondary Palette

060. Contacts

Typography

Appendix 1: District Brands

016. Master Style List

U P D AT E D : O C T O B E R 2 3 , 2 0 2 5

VERSION 2

Brand Marks

041. Using Type

018. Place Brand primary mark

042. Syne

021. Place Brand secondary mark

043. Proxima Nova

025. Made In Program mark

045. Common Errors

054. Technical Best Practices

In Closing 056. Thank You 057. Approvals

Appendix 2: Department SubBrands

C R E AT E D B Y: C I V I C B R A N D 003

INTRODUCTION

INTENT OF THIS GUIDE

HIGH POINT BRAND STYLE GUIDE

VERSION 2

This style guide is a reference for City sta! members, vendors, partner organizations and others who are authorized to work with the High Point brand.

make things that look, feel and sound like the High Point brand, every time.

The standards, guidelines, and references within this document reflect the culmination of over a year’s worth of research and design as part of the High Point branding project, which has brought to life our brand’s unique story and visual identity.

Please refer back to this guide often. Our style guide is a living document that should continue to evolve alongside our brand’s growth and transformation. If you have any questions concerning the content of this guide, please don’t hesitate to reach out to the City’s Marketing & Communications team.

Our intent with this guide is not to restrict creativity and innovation—far from it. We believe in the creative spirit, and inspiring creativity is one of our brand principles. What we strive for is a coordinated, consistent and e!ective brand presence in everything we create. Instead, the focus of this guide is to empower you, the creative, with the elements you need to create. By utilizing these tools and resources, and adhering to the guidelines within, you’ll 004

INTRODUCTION

HIGH POINT BRAND STYLE GUIDE

VERSION 2

USING OUR BRAND MATERIALS Consistency is important. It’s how the High Point brand will build meaning and inspire the community. So we’re strict about how the High Point brand is represented. At the same time, this is the community’s brand. It may be managed by the City, but it is owned by every single High Point resident, business and organization. This brand was made to support everyone who has a stake in High Point—big or small. So we encourage you to use it, share it, be proud of it. But to protect the brand’s integrity, you must have specific permission and authorization to use brand materials, including resources, graphics and visual elements found within this guide and its accompanying files. Simply being in possession of these materials does not imply or imbue permission in any way. The only exception is using the H Point Secondary Mark. Since that mark is intended to be an opensource mark of civic pride, and since residents, businesses and organizations can use it and adapt it for their purposes, no specific permission is required. However, the City does reserve the right to disapprove specific uses of the H Point Secondary Mark should they reflect poorly on the brand. The approval process for materials and implementations of our brand will vary. Please contact the City’s Marketing & Communications team with questions. The City of High Point reserves the right to disapprove or deny any use or uses of the logos, brand visuals, or other brand elements at any time, for any reason. 005

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ABOUT THE BRAND Page 7

BRAND STORY

High Point is a diverse community of creatives and makers who collaborate and combine things in new ways and solve problems with new ideas.

EVERYONE IS CREATIVE IN HIGH POINT.

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BRAND PRINCIPLES

We are a community that recognizes creativity as a fundamental human expression that exists inside everyone, without limits or barriers. We are a collective of innovators, designers, builders, problem-solvers and connectors, united in a creative revolution.

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We aspire to greatness, embracing experimentation and collaboration to push boundaries and take risks. We see creators in every person, regardless of what they are creating—a new painting, a new product, a new relationship or a new idea. At our core, we celebrate creativity in all its forms and its ability to transform not just ourselves, but the world around us.

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BRAND PERSONALITY

BRAND ARCHITECTURE

ABOUT THE BRAND

HIGH POINT BRAND STYLE GUIDE

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BRAND STORY WE ARE THE CENTER OF THE CREATIVE REVOLUTION. We are the people who know that creativity belongs to everyone—that it can’t be limited or gatekept or withheld. We are a community of designers, disruptors, builders, makers, problem solvers, innovators, connectors, collaborators.

VIS-ION-AR-IES. We think big and we try new things and we work together and we take risks. We celebrate the creator in everyone, no matter what they’re creating. It could be a new bookcase or a new business or a new friendship or a new community organization. Doesn’t matter here, it’s all creative. And what we create in High Point changes the world.

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BRAND PRINCIPLES The Brand Principles are fundamental truths about our brand. They should be implicitly communicated in everything the brand does.

HIGH POINT IS THE CENTER OF DESIGN.

We are a community of creators and makers, anchored by our global history in the furniture industry yet driven forward by the disruptors using all types of design to bring about change today. What we design moves the world.

HIGH POINT IS INCLUSIVE AND KIND.

Whether they’re a newcomer or longtimer, our specialty is making everyone feel welcome in High Point. We invite people to make themselves at home, be part of our story, and take advantage of opportunities—regardless of background.

HIGH POINT IS INSPIRING CREATIVES.

Our design legacy inspires the visionary thinkers who call High Point home to collaborate and solve all types of problems in creative ways, building new ways of thinking, doing and living.

HIGH POINT IS A MOVEMENT OF MAKERS.

We are generous changemakers driven to help others through action, which has built a forward momentum in our community. We’re working hard to propel and sustain the innovation that is occurring here in multiple disciplines.

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ABOUT THE BRAND

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BRAND PERSONALITY CREATIVE. INCLUSIVE. VISIONARY. Think of the best leader you know: they think big, they take risks, and they make sure everyone feels part of the team. They value your creativity and emphasize the importance of community and working together. They are forward-thinking, optimistic, and passionate about making a positive impact on the world. They are visionary. They are encouraging. They are inspiring. They make you feel competent and capable and cared for. And they keep moving forward on their path, despite critics and skeptics. Under their leadership, you accomplish great things, you grow as a person, you become a better leader yourself. That’s High Point.

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ABOUT THE BRAND

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BRAND ARCHITECTURE Brand architecture is the organizational structure of a parent brand mark and the marks of all of its sub-entities. Here you’ll see the basic structure of both the High Point place brand and official City Government brand. For more details on brand architecture, refer to the Brand Implementation Plan or contact the City’s Marketing & Communications team.

PLACE BRAND ARCHITECTURE P R I M A R Y

P R I M A R Y

C I T Y

G O V ’ T

M A R K

S U B - B R A N D P O I N T S E C O N D A R Y M A R K (and its open source variations)

M A D E

PA R E N T P L A C E B R A N D

S U B - B R A N D I N P R O G R A M (and its variations)

M A R K

S U B - B R A N D P L A C E / L O C AT I O N M A R K S

E N D O R S E M E N T M A R K ( P L A C E B R A N D )

see City Government brand architecture chart

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ABOUT THE BRAND

HIGH POINT BRAND STYLE GUIDE

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CITY GOVERNMENT BRAND ARCHITECTURE see appendix for details

P R I M A R Y

C I T Y

G O V ’ T

M A R K

B R A N D E D

E N D O R S E M E N T ( C I T Y G O V ’ T )

A .

H O U S E

D E PA R T M E N T

S U B - B R A N D S

H O U S E O F B R A N D S *marks should rarely land at this level

B .

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VOICE & WRITING STYLE Page 13

TONE OF VOICE

WE SPEAK BOLDLY WITH AN INSPIRING, COLLABORATIVE AND INCLUSIVE TONE.

Our confidence in who we are and what we o!er allows us to make daring claims in a manner that’s inviting and inclusive. The way we speak should reflect how important these values are to our community. We should strive to ensure that every brand execution communicates this tone of voice. In this section, you will find guidance on how to communicate in our brand voice and style.

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CAMPAIGN MESSAGING Page 16

MASTER STYLE LIST

VOICE & WRITING STYLE

HIGH POINT BRAND STYLE GUIDE

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TONE OF VOICE

Our voice is that of a revolutionary—confident, inspiring, a little fiery (but not aggressive), and relatable.

While we like to have a good time, we aren’t a particularly witty brand. And when we decide to have fun, it’s never at the expense of others, or in bad taste.

Our main goal is to inspire our stakeholders to be the most creative versions of themselves. To see things in new ways. To come up with new ideas. And to work with others to see those ideas come to life.

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CAMPAIGN MESSAGING WE DON’T HAVE A TAGLINE. It’s impossible to capture everything that makes our city great in one single statement. So while we don’t have an official tagline, we may use common refrains that are part of campaign messaging frameworks, which are far more versatile. A messaging framework provides a jumping-o! point for how we talk about our city in relation to our multiple audiences. It is a singular idea that communicates our brand story, but it is executed in such a way that it’s flexible and can change based on the audience it is directed toward.

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At the time of writing, some of these campaign messaging frameworks include: From [community asset] to [community asset], it all starts here.

Creativity is _____

High Point Visionaries

entities. Campaign executions feature di!erent things and what they have in common is that they all started here in High Point.

This campaign messaging framework allows us to explicitly expand the definition of creativity to include things beyond just furniture, art and design. In campaign executions, di!erent creative descriptions and practices complete the sentence, while imagery supports the statement and makes its meaning clear. Using active voice also makes each statement something that High Point is doing right now.

This campaign messaging framework celebrates the visionary people building new ways of thinking, doing and living in High Point. Each campaign execution includes a photo of the Visionary and a short quote about how they are driving change in the community.

Here are a few…

For example…

This campaign plays o! the center of the creative world and shows how di!erent things are all creative while letting us support and elevate many di!erent

• From jazz legend John Coltrane to future leaders at High Point University, it all starts here. • From the rocking chair in your home to Rockers home runs, it all starts here. • From Carolina Core FC to our core values of inclusivity, collaboration and creativity, it all starts here.

• Creativity is taking on curveballs. (High Point Rockers Baseball) • Creativity is sturdy, reliable and locally made. (furniture industry) • Creativity is innovation and mentorship. (HPU Innovators in Residence) • Creativity is finding your favorite new spot in town. (local businesses)

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VOICE & WRITING STYLE

MASTER STYLE LIST

HIGH POINT BRAND STYLE GUIDE

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IN GENERAL

PUNCTUATION

• We value clarity over complexity. We don’t have to sound smart. We have to be clear and accessible to everyone in the community. • We aren’t afraid of using contractions. As a matter of fact, we prefer them. We like to write like people talk. We speak human.

HEADLINES

• Headlines should be short, clear, and “hook” the user into reading more • Use “&” instead of “and”

• Use consistent punctuation

• Use the em-dash when it makes sense. It helps to add a sense of drama that compliments our bold tone nicely • Use spaces around the em-dash • Do not end bulleted or numbered lists in periods, unless the list item contains multiple sentences. • Do not hyphenate paragraphs • Don’t use the Oxford comma unless it helps avoid confusion

• Use Title Case, not sentence case • Use periods when writing in sentences

FORMATTING

• Capitalize the first word in a sentence THIS IS A GUIDE TO THE GREY AREAS IN G R A M M A R , S P E L L I N G , A N D C O M M O N LY CONFUSED STYLES. THIS LIST IS NOT

• Use en-dash when referring to time ranges instead of words like “through, to, or thru”

C O M P R E H E N S I V E . W H E N I N D O U B T, R E F E R T O A RECENT VERSION OF THE AP STYLE GUIDE.

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BRAND MARKS Our brand marks are symbols for our story, how we show ourselves to the world, and how others show their pride in us. They are promises of creativity, innovation and equality.

THE CENTER OF OUR BRAND IDENTITY.

As such, it is vital that each mark is presented correctly in every execution. This section covers these guidelines in detail. Any use of our brand marks outside of or conflicting with the contents of this section will be considered unauthorized.

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Page 30

PLACE BRAND PRIMARY MARK

PLACE BRAND ENDORSEMENT MARK

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Page 31

Page 34

PLACE BRAND SECONDARY MARK

CITY GOVERNMENT PRIMARY MARK

SIZE

Page 25

Page 32

Page 35

MADE IN PROGRAM MARK

CITY GOVERNMENT BRANDED HOUSE MARKS

BACKGROUND CONTROL

Page 33

Page 36

CITY GOVERNMENT ENDORSEMENT

COMMON ERRORS

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PLACE BRAND PLACE/LOCATION MARKS

BRAND MARKS

HIGH POINT BRAND STYLE GUIDE

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A SYMBOL OF OUR STORY

Connection, collaboration, creativity. Our Place Brand primary mark signifies these values.

to our community’s ability to create something meaningful from scratch. The mark is aligned to a grid to show our attention to detail and thoroughness. And the point at the end sums it all up—this is the point where we all come together and make creative things happen.

The mark was born from over a year’s worth of research and engagement with our community. It is a wordmark that is highly customized to communicate our brand message. The way the lowercase g flows into the lowercase i symbolizes connection and collaboration. The custom lowercase t speaks

This mark is a carefully created piece of artwork that should not be altered in any way that is not explicitly stated in these guidelines.

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BRAND MARKS

HIGH POINT BRAND STYLE GUIDE

VERSION 2

TWO-COLOR, RED POINT

TWO-COLOR, SKY POINT

REVERSED, RED POINT

REVERSED, SKY POINT

Color Variations The Place Brand primary mark has a few color variations for use on di!erent background types, tones, and colors. The Red Point and Sky Point versions should be used equally—one version is not more “primary” than the other. When in doubt, use the most legible version of the mark for the available background. The mark can also be used in all black or all white if necessary. For printed executions, special care should be given to ensure logo legibility on the final media or material used. 019

BRAND MARKS

HIGH POINT BRAND STYLE GUIDE

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VISUALIZED CLEAR SPACE

Clear Space

Clear space, or negative space, is the area that surrounds the mark that is completely clear of any other graphical element. Clear space helps the mark stand out from the other elements around it and ensures legibility, even at small sizes. As a general rule, the more clear, or negative, space around the mark, the better. At a minimum, there should be clear space equal to the height of the ‘h’ on all four sides of the mark. Using an element from the mark as a unit of measurement ensures enough clear space as the logo changes in size. 020

BRAND MARKS

HIGH POINT BRAND STYLE GUIDE

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A FLEXIBLE SYSTEM FOR CIVIC PRIDE

The Place Brand secondary mark (called the “H Point”) adds an extra layer of depth to our brand and can be implemented in interesting and fun ways across many applications. It does not have to appear with the primary mark—it can be used completely on its own and will build association with the primary mark over time.

There are fewer rules around the use of the H Point because it is meant to be a symbol of civic pride and individual creativity. However, the City of High Point reserves the right to prevent any individual or organization from using or altering the H Point when such a use or alteration is damaging to the overall community brand.

H POINT SECONDARY MARK

The mark is also open source—meaning community members can personalize it by changing the colors, adding patterns or even abstracting it (within reason). 021

BRAND MARKS

HIGH POINT BRAND STYLE GUIDE

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Color Variations The H Point has several color variations for use on di!erent background types, tones, and colors. The mark can be used in almost-infinite combinations of the brand colors. It can also take on entirely di!erent colors, patterns or even abstract shapes (within reason) when used by the community to represent their own individual passions and character. When in doubt, use the most legible version of the mark for the available background. The mark can also be used in all black or all white if necessary. For printed executions, special care should be given to ensure logo legibility on the final media or material used. 022

BRAND MARKS

HIGH POINT BRAND STYLE GUIDE

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Open Source Examples

NOTE: THESE ARE JUST SOME EXAMPLES OF H O W C O M M U N I T Y M E M B E R S M AY P E R S O N A L I Z E THIS OPEN SOURCE H POINT MARK.

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BRAND MARKS

HIGH POINT BRAND STYLE GUIDE

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VISUALIZED CLEAR SPACE

Clear Space

BRAND MARKS

HIGH POINT BRAND STYLE GUIDE

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MADE IN PROGRAM The Made In High Point mark celebrates the creativity, craftsmanship, and entrepreneurial spirit that define our city. It’s a simple way for local makers, producers, and businesses to show that their products are proudly made right here in High Point. When customers see the mark, they know they’re supporting local talent, strengthening the local economy, and helping sustain the character that makes High Point unique. Whether it’s used on packaging, marketing materials, or online, the mark connects products to place—and people to the makers behind them. Follow the same clear space rules as the Place Brand primary mark. 025

BRAND MARKS

HIGH POINT BRAND STYLE GUIDE

VERSION 2

Color Variations

The mark has a few color variations for use on di!erent background types, tones, and colors. When in doubt, use the most legible version of the mark for the available background. The mark can also be used in all black or all white if necessary. For printed executions, special care should be given to ensure logo legibility on the final media or material used. The mark should always be used in one-color format. 026

BRAND MARKS

HIGH POINT BRAND STYLE GUIDE

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Alternate Versions

The word “Made” can be replaced with other words such as “Built,” “Created,” “Designed,” etc. to include and celebrate the many di!erent ways that products are rooted in High Point. A template file is provided to create new variations as needed. The size of the text should always be adjusted to span the width of “HP” but the tracking should remain at 0. 027

BRAND MARKS

HIGH POINT BRAND STYLE GUIDE

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WHEN PRINTED AS A STICKER, THE LOGO SHOULD USE O N LY A W H I T E B A C KG R O U N D . T H E R E F O R E , C E R TA I N C O L O R VA R I AT I O N S S H O U L D N O T B E U S E D I N S T I C K E R F O R M AT D U E T O L A C K O F C O N T R A S T O N W H I T E . T H E S E C O L O R S I N C L U D E : Y E L L O W, M I N T.

Other Considerations

W H E N P R I N T E D D I R E C T LY O N A P R O D U C T, T H E B A C KG R O U N D W I L L S H O W T H R O U G H . T H E R E F O R E , O N D A R K E R P R O D U C T S , C E R TA I N C O L O R VA R I AT I O N S

Contrast is the name of the game when considering placing the logo on any background.

S H O U L D N O T B E U S E D D U E T O L A C K O F C O N T R A S T. T H E S E C O L O R S I N C L U D E : N AV Y, R O YA L , F O R E S T.

Our logo should not only be legible; it should also make a clear, strong statement when used. If there is not enough contrast between the logo and the background, the presence of the logo is weakened. The logo may be placed on photographs, textures, and patterns as long as there is enough contrast for the logo to be visible. 028

BRAND MARKS

HIGH POINT BRAND STYLE GUIDE

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EXAMPLES

PLACE/ LOCATION MARKS Use this format (in any brand color) to identify places in the community on wayfinding signage and other printed materials. Follow the same clear space rules as the Place Brand primary mark. Tracking is set to 460.

See appendix for details on specific district brand marks.

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BRAND MARKS

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ENDORSEMENT MARK This primary mark can be used to endorse community events/programs in instances where multiple local organizations have provided support for the event/program (not just the City government). The mark takes on the main color of the mark for the event/program. Follow the same clear space rules as the Place Brand primary mark.

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BRAND MARKS

HIGH POINT BRAND STYLE GUIDE

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CITY GOVERNMENT PRIMARY MARK This is the official City government mark. Follow the same clear space and color rules as the Place Brand primary mark. For color variations, make sure the “City of” and point are the same color.

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BRAND MARKS

HIGH POINT BRAND STYLE GUIDE

HORIZONTAL

VERSION 2

VERTICAL

CITY GOVERNMENT BRANDED HOUSE MARKS Use this format for City department, program or campaigns that fall in the branded house level of our brand architecture. Follow the same clear space and color rules as the Place Brand primary mark. For color variations, make sure the “City of”, point and department/program name are all the same color.

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BRAND MARKS

HIGH POINT BRAND STYLE GUIDE

CITY GOVERNMENT ENDORSEMENT MARKS

OPTION A

VERSION 2

OPTION B

Marks that take on the endorsement format have a unique audience and therefore it is appropriate to have a visual identity somewhat independent from the primary City government mark. However, these marks are still visually associated with the primary City government mark in a small way in order to give credit to the City for the positive experience provided by the department, program or campaign.

EXAMPLES

There are two options for endorsement. Option A uses the primary City government mark in a way that takes on the color of whatever it is endorsing, and Option B uses a simplified text version. Use the version that makes the most sense when designing endorsement marks. For Option A, follow the same size rules as the primary mark. For both options, follow the same clear space rules as the primary mark. 033

BRAND MARKS

HIGH POINT BRAND STYLE GUIDE

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MINIMUM SIZING

SIZE

Maintaining optimal and minimal sizing is vital to the legibility of each mark and overall brand recognition. The execution will often dictate the correct mark size. In order to maximize legibility, try to use the largest size (within reason). In some circumstances, it may be acceptable to use the minimum size. Never reproduce the marks smaller than the minimum sizes listed on this page.

.75” 50px

PL ACE BR AND PRI M ARY

H POI N T

Minimum height is .75” for print and 50px for digital applications.

.2” 14px

.75” 50px

CITY G OV’ T #PRI M ARY & BR ANDE D HO USE)

CITY GOV’T EN D ORSEM EN T OPTI ON B

Minimum height is .75” for print and 50px for digital applications.

Minimum height is .2” for print and 14px for digital applications.

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BACKGROUND CONTROL T H E T W O ! C O L O R V E R S I O N S O F T H E L O G O M AY B E U S E D O N A N Y S O L I D ! C O L O R B A C KG R O U N D . U S E T H E D A R K O R L I G H T V E R S I O N T O A C H I E V E M A X I M U M C O N T R A S T.

Contrast is the name of the game when considering placing the logo on any background. Our logo should not only be legible; it should also make a clear, strong statement when used. If there is not enough contrast between the logo and the background, the presence of the logo is weakened. The logo may be placed on photographs, textures, and patterns as long as there is enough contrast for the logo to be visible.

W H E N U S I N G O V E R O N A H I G H ! C O N T R A S T PAT T E R N O R B U S Y B A C KG R O U N D P H O T O E N S U R E T H E L O G O H A S E N O U G H C O N T R A S T T O B E E A S I LY R E A D .

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BRAND MARKS

COMMON ERRORS

HIGH POINT BRAND STYLE GUIDE

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DO NOT STRETCH, SQUASH,

DO NOT USE AN OFF!BRAND

DO NOT ADD GRAPHIC

S K E W, O R D I S T O R T T H E

COLOR OR REDUCE THE MARK

EFFECTS TO THE MARKS,

M A R K S I N A N Y WAY.

O PA C I T Y.

INCLUDING DROP SHADOWS.

Thank you!

NOTE: THIS IS NOT A COMPREHENSIVE LIST OF ERRORS. T H E S E A R E S I M P LY T H E M O S T COMMON OR EGREGIOUS ERRORS. ALL OF THESE PROHIBITED ERRORS A P P LY T O E V E R Y M A R K I N T H E BRAND SYSTEM.

DO NOT USE THE MARKS IN A

D O N O T C H A N G E T H E L AY O U T

D O N OT E N C R OAC H O N T H E

L O W C O N T R A S T WAY.

O R R E L AT I O N S H I P B E T W E E N

R E Q U I R E D C L E A R S PA C E

ELEMENTS.

SURROUNDING THE MARKS.

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BRAND COLORS COLOR SETS US APART & HELPS TO INVOKE EMOTION.

The colors we’ve chosen for our brand play a key role in di!erentiation and brand recognition. As such, it is vital that our colors are reproduced faithfully and combined in the right way. This section covers these guidelines in detail. Any color outside of those outlined within this section will be considered unauthorized.

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PRIMARY PALETTE Page 39

SECONDARY PALETTE

NAVY

RED

SKY

PMS 280C CMYK: 100/92/ 38/35 RGB: 28/38/82 HEX: #1c2652

PMS 032C CMYK: 1/81/64/0 RGB: 238/86/86 HEX: #ee5656

PMS 305C CMYK: 70/9/0/0 RGB: 5/179/233 HEX: #05b3e9

The consistent use of color is vital to e!ective brand recognition. These are our primary brand colors

PRIMARY PALETTE

Use of the Pantone Matching System is highly recommended to ensure color consistency across any and all touchpoints. If Pantone color matching is not available or out of budget, please take great care to match the hues above precisely. 038

BRAND COLORS

SECONDARY PALETTE We get it: one color is not enough for many situations, and one color is definitely not enough to convey our creativity. The secondary palette is designed to complement the primary brand palette, while o!ering a wider array of hues. When used and seen together, the complete brand palette feels consistent. Each color on this page is approved for use, but this list is not comprehensive or restrictive. We recognize executions may require additional colors.

HIGH POINT BRAND STYLE GUIDE

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LAVENDER

ORANGE

ROYAL

PMS 0631C CMYK: 29/38/0/0 RGB: 178/159/221 HEX: #b29fdd

PMS 151C CMYK: 0/48/100/0 RGB: 255/152/0 HEX: #!9800

PMS 2132C CMYK: 85/75/0/0 RGB: 49/75/197 HEX: #314bc5

LIME

HOT PINK

YELLOW

PMS 2290C CMYK: 39/0/94/0 RGB: 164/233/63 HEX: #a4df3f

PMS 807C CMYK: 4/96/6/0 RGB: 227/36/136 HEX: #e32488

PMS 101C CMYK: 5/0/90/0 RGB: 251/238/49 HEX: #fbee31

FOREST

SOFT PINK

MINT

PMS 335C CMYK: 89/36/71/23 RGB: 5/106/86 HEX: #056a56

PMS 224C CMYK: 0/68/9/0 RGB: 242/119/161 HEX: #f277a1

PMS 317C CMYK: 31/0/15/0 RGB: 168/234/227 HEX: #a8eae3

039

HIGH POINT BRAND STYLE GUIDE

VERSION 2

U P D AT E D O C T 2 0 2 5

TYPOGRAPHY Page 41

USING TYPE Page 42

SYNE Few things communicate the look and feel of a brand more clearly than the way letters, numbers, and symbols are put together. We believe typography should strike a balance between legibility and interest.

TYPE SETS THE TONE.

Page 43

PROXIMA NOVA

This section covers approved typefaces, the way we use typography to communicate clearly, and some helpful usage tips.

Page 44

Any typeface not referenced in this section is considered unauthorized for use. In rare circumstances, however, we recognize it is not realistic to use custom fonts. In which case, system default sans-serif fonts should be used, such as Arial.

Page 45

TYPOGRAPHY FLEXIBILITY

COMMON ERRORS

TYPOGRAPHY

USING TYPE The Six Type Commandments When constructing layouts, these tips will help you build dynamic, interesting, and on-brand compositions with typography. While these rules are proven and sound, sometimes breaking them is the right call. Be creative!

HIGH POINT BRAND STYLE GUIDE

VERSION 2

Stay Left-Aligned, Rag Right

Skip Weights & Double Size

Legibility and clarity are vitally important to great typographical layouts. Since most people read from left to right, we should align our type accordingly. And besides, we’re a little o!-center as a brand anyway.

Contrast is the name of the game when it comes to great design. When in doubt, skip a weight when pairing two weights, and double the size between two text elements.

Align X-Heights or Baselines

Watch The Rag

Whenever you place text next to each other, either align the baselines (the line that the bottom of a lowercase x sits on) or align the x-heights (the top of a lowercase x). This helps align each line visually.

When setting paragraphs, keep an eye on the right (ragged) edge. If the rag unintentionally creates a recognizable shape, consider tweaking the language or resizing the container. Also, try to prevent single-word lines (orphans).

Give Things Space, If Needed

Keep Line Length Reasonable

Negative space, or the space around elements is vitally important. That being said, if informational elements belong together, move them closer together. Use grouping wisely: just try not to cram too many things in one space!

It is easy for the user to get lost in long lines of text, and short ones are easily ignored. It’s best to keep lines between 45 and 70 characters long, depending on the size of the font. This will ensure legibility as the font sizes increase or decrease. 041

TYPOGRAPHY

SYNE

HIGH POINT BRAND STYLE GUIDE

SYNE BOLD

VERSION 2

AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ 0123456789º(.,’”-;:)!?&©˙˚π®†≈◊™£¢∞§•ªº

Hierarchy & Weight Syne is most often used for headlines and subheadings. It is a variable-weight typeface, which means you are able to customize weights and angles to create an infinite number of weights. That being said, we typically stay within these

SYNE SEMIBOLD

AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ

SYNE EXTRABOLD

AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ

0123456789º(.,’”-;:)!?&©˙˚π®†≈◊™£¢∞§•ªº

three weights. Only use Syne in all caps. Use contrast between heavy and lighter weights to communicate relevant importance, otherwise known as hierarchy, of information. Syne Extra Bold should only be used rarely for maximum impact and because the letters get stretched, which decreases legibility.

0123456789º(.,’”-;:)!?&©˙˚π®†≈◊™£¢∞§•ªº

Syne is a Google font available for download at https://fonts.google.com/specimen/Syne.

042

TYPOGRAPHY

Proxima Nova

HIGH POINT BRAND STYLE GUIDE

PROXIMA NOVA REGULAR *used for all body copy

VERSION 2

aåbcçd&eéfƒghiîjklm(nñoøpqœrstuüvwxyz AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ 0123456789º(.,’”-;:)!?&©˙˚)®†*◊™£¢,§•ªº

PROXIMA NOVA SEMIBOLD

aåbcçd!eéfƒghiîjklmµnñoøpqœrstuüvwxyz AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ 0123456789º(.,’”-;:)!?&©˙˚π®†≈&™£¢∞§•ªº

PROXIMA NOVA BOLD

aåbcçd!eéfƒghiîjklmµnñoøpqœrstuüvwxyz AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ 0123456789º(.,’”-;:)!?&©˙˚π®†≈◊™£¢∞§•ªº

PROXIMA NOVA BLACK

aåbcçd!eéfƒghiîjklmµnñoøpqœrstuüvwxyz AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ 0123456789º(.,’”-;:)!?&©˙˚π®†≈◊™£¢∞§•ªº

typically stay within these four weights. Use contrast between heavy and lighter weights to communicate relevant importance, otherwise known as hierarchy, of information. Proxima Nova Semibold is generally used in all caps with a tracking of 140 (except on the place/ location marks, see page 25), but use your best judgment. Proxima Nova is available through Adobe Fonts at https://fonts.adobe.com/fonts/proxima-nova.

043

TYPOGRAPHY

HIGH POINT BRAND STYLE GUIDE

VERSION 2

USING TYPE Typography Flexibility Our two brand fonts are the foundation of High Point’s visual voice. They help keep our materials clear, consistent, and recognizable. However, we know creativity takes many forms. For special programs, seasonal campaigns, or unique design needs, other fonts may be used as long as they complement the primary brand fonts and feel cohesive with our overall look and tone. Any alternative font selections should be reviewed and approved by the Marketing & Communications team before use. The goal is consistency, not conformity: staying true to the High Point brand while allowing room for creative expression.

044

TYPOGRAPHY

COMMON ERRORS

HIGH POINT BRAND STYLE GUIDE

Oh, Goodness, No...

N o t good , n ope.

Omnimus cuscilit que ea volesto et, sitatur minum rae. Et expel inctae rerum ea que omnima consedit maio

Omnimus cuscilit que ea volesto et, sitatur minum rae. Et expel inctae rerum ea que omnima consedit maio conet, venimaximi, corepel iquunt volorpos quam, si quos intiusciate sitas millabo reicita tiissimus

Do not use unauthorized fonts or typefaces. The only exception is stylized merchandise or illustrations on a case-by-case basis.

Help me

Keep tracking, kerning, and leading reasonable and legible. Do not stray far from the examples in this guide.

Too Much Stroke Omnimus cuscilit que ea volesto et, sitatur minum rae. Et expel inctae

VERSION 2

Not For Us Omnimus cuscilit que ea volesto et, sitatur minum rae. Et expel inctae rerum ea que omnima consedit

Do not use centered or completely justified alignment for multi-line text. There are no exceptions.

! g n i l l ’m Fa

sto e e l o v ue ea q t i l i c ctae us c n i s l u e p m Et ex Omni . e a r inum m r u t a sit

NOTE: THIS IS NOT A COMPREHENSIVE LIST O F E R R O R S . I T I S S I M P LY THE MOST COMMON OR

Do not stretch, squish, or otherwise mangle typography. Use the appropriate weight instead.

Do not use a stroke or outline on typography. Also avoid using a drop shadow on typography at all costs.

Do not use typography on any angle other than 0° or 90°. Our typography should always read up if 90°.

EGREGIOUS. 045

HIGH POINT BRAND STYLE GUIDE

VERSION 2

U P D AT E D O C T 2 0 2 5

VISUAL STYLE

OTHER WAYS TO BRING THE BRAND TO LIFE.

While brand consistency relies heavily on logo usage, color, and typography, we recognize that these are not the only elements within a brand identity design system.

Page 47

This section contains guidelines on grid usage and references to approved visual elements like patterns.

Page 49

GRIDS

ELEMENTS

VISUAL STYLE

GRIDS

HIGH POINT BRAND STYLE GUIDE

VERSION 2

5 UNITS

UNITS OF MEASUREMENT Units of measurement can change depending on the desired layout. The ratio between them is the most important element.

Letter

3 UNITS

1 UNIT

The type area is always o!-center, with the largest margin on the left side of the page.

5 UNITS

Portrait orientation grids are typically four columns, with generous margins that reflect the golden section.

Gutters are typically one unit of measurement in comparison to the margins. MARGINS Generous margins set our stationery materials apart. We don’t waste space with unnecessary filler. MOUSE TYPE 8 UNITS

If desired, mouse type or other small related elements can be set outside of the primary grid area. 047

VISUAL STYLE

HIGH POINT BRAND STYLE GUIDE

VERSION 2

3 UNITS

Presentation 5 UNITS

1 UNIT

8 UNITS

Landscape orientation grids are typically 12-columns, with equally generous margins that reflect the golden section. The type and content area is o!-center, with the largest margin on the left side of the screen/ page. Gutters are typically one unit of measurement when compared to margins.

5 UNITS

EXAMPLE This guide is an excellent example of how we use the presentation grid. Take note of how elements are aligned within columns. 048

VISUAL STYLE

HIGH POINT BRAND STYLE GUIDE

VERSION 2

ELEMENTS Flag The High Point flag ties into the rest of the brand identity system and represents forward progress, connection and collaboration. It signifies that High Point is the point where people come together and make creative things happen.

049

VISUAL STYLE

HIGH POINT BRAND STYLE GUIDE

VERSION 2

Pattern We have developed a pattern that can be used as backgrounds, on social media, in print materials, on merch, etc. Feel free to use 100 squares of the pattern or just 1. It’s designed to be flexible. We want to see how creative you can be when using the pattern! When using the pattern, feel free to invert the colorways (switch the background and foreground colors), but do not otherwise modify the colors.

050

HIGH POINT BRAND STYLE GUIDE

VERSION 2

U P D AT E D O C T 2 0 2 5

PHOTOGRAPHY & VIDEOGRAPHY Page 52

TONE

WORTH MORE THAN 1,000 WORDS.

Photography and videography are key within City Communications and should be treated as an essential part of our brand executions. In this section, you will find guidelines on tone and usage. Standardizing these facets of photo/video will ensure a consistent look and feel across our entire image library.

Page 53

PRINCIPLES Page 54

TECHNICAL BEST PRACTICES

PHOTOGRAPHY

HIGH POINT BRAND STYLE GUIDE

VERSION 2

TONE Creativity through everything In High Point, creativity moves through everything we do. That includes how we show our city. Every photo and video should feel alive, connected, and authentic. The goal isn’t perfection. It’s to tell the real story of a place built by makers, doers, and dreamers. We don’t stage High Point. We show it as it is: active, hands-on, full of energy and creative possibility.

052

PHOTOGRAPHY

HIGH POINT BRAND STYLE GUIDE

VERSION 2

PRINCIPLES FOR PHOTO & VIDEO These guide the feeling every image should carry.

SHOW CONNECTION

Capture moments of collaboration — people working together, sharing ideas, creating, and enjoying each other’s company

SHOW MOTION

Look for energy. Movement. Action. A city that’s always building, growing, and making.

SHOW CREATIVITY

Focus on the process as much as the product. The paint on the hands. The spark of an idea. The craft in the making.

SHOW PLACE

Let High Point look like High Point — recognizable streets, murals, and spaces that give a sense of where we are.

SHOW LIGHT

Natural light, warm tones, and real shadows. No harsh filters or artificial e!ects. High Point shines on its own.

SHOW PRIDE

People who are proud of what they do and where they’re from — not posed or performative, but genuine and grounded. 053

PHOTOGRAPHY

Technical Best Practices Keep it simple, clean, and consistent.

HIGH POINT BRAND STYLE GUIDE

VERSION 2

Use Natural, Even Lighting When Possible

Keep Subjects In Focus & Well-Framed

Avoid harsh shadows or heavy filters.

Composition should feel intentional but not overproduced.

Highlight Real People & Real Places

Mix Wide & Close-Up Shots

Don’t use stock imagery.

Mix wide shots (for context and place) with close-ups (for detail and craft).

Prioritize Authentic Moments

Maintain Visual Consistency Across Campaigns

Avoid staged shots. Candid is often better.

Colors, tones, and light should feel cohesive.

Capture Ambient Sound

Keep Edits Simple & Clean

Capture natural background noise in video where appropriate. It adds texture and realism.

Avoid heavy transitions or e!ects that distract from the story.

054

IN CLOSING

055

HIGH POINT BRAND STYLE GUIDE

VERSION 2

IN CLOSING Page 56

EVERYTHING WE FORGOT TO MENTION BEFORE THIS.

Though we’ve come to the end of this guide, this is only the beginning of our journey.

THANK YOU

In this section, you will find details on our approval process, points of contact within the City Marketing & Communications team, and a warm thank you note.

Page 57

Page 59

APPROVALS

FAQS

Why? Because we care about High Point and we care about you.

Page 58

Page 60

FILE TYPES

CONTACTS

IN CLOSING

THANK YOU From everyone in High Point, thank you for your attention to detail, your unwavering support, and your commitment to making our brand vision a reality. Building a brand is like raising a child: it takes a village. Without you, we would not exist. To all of our vendors, creative teams, and outside consultants: we are here for you. If you need any help with our brand at all, especially when working on a brand execution, please do not hesitate to reach out to our team at ryan.ferguson@highpointnc.gov.

056

IN CLOSING

HIGH POINT BRAND STYLE GUIDE

VERSION 2

As previously stated, this guide is not a comprehensive list of rules. We recognize the creative journey is full of twists and turns. New approaches, new trends, and changes in technology will inevitably have an e!ect on our brand and the way we execute it visually.

Marketing & Communications team.

That being said, we insist that any brand execution follow the guidelines listed within. Anything outside of these guidelines must be approved by an authorized representative from the City’s Marketing & Communications team.

APPROVALS

If you are a vendor working on one of our brand executions, we require an electronic or physical proof before any item is printed, published, or otherwise executed. These proofs can be submitted to your point of contact within the City of High Point. Questions prevent mishaps: If you have a question about the use of our brand materials, please do not hesitate to ask!

Outside approvals may be submitted electronically by emailing the concept to the 057

IN CLOSING

HIGH POINT BRAND STYLE GUIDE

The files provided with this guide generally fall into two types: raster and vector files. While both can be used for most applications, typically one is more suited, depending on the usage intent.

Raster Files Raster files are comprised of a grid of pixels. These types of files always have a set resolution and size. Once you increase the size past its predetermined size, the quality decreases. You’ve probably seen this before: images begin to appear pixel-lated if they’re pushed too far. Graphics, like the brand marks, can be exported in raster versions. Photographs are always raster files. Raster files are typically used for web graphics and digital executions. When used in print applications, you must ensure that the file exceeds the minimum DPI (dots per inch) of 150DPI, or risk a low-quality print.

FILE TYPES

Typically, raster files end with .jpg, .png, .gif, and .psd. They are easy to open and apply.

VERSION 2

Vector files Vector files create their shapes by mathematical equations between anchor points. Since they are crafted by ratios, and not a grid of colored squares, vector images can be infinitely scaled. Graphics, like the brand marks, are typically created as vector files. Illustrations, iconography, and many of our simple shapes and graphic elements are created as vector files. The limitations of vector files lie in their strengths: because each relationship is an equation, complex items, gradients, photographs often make vector file sizes too large. Raster images are more efficient in those situations. Vector files are typically used for printing or producing the logo or other graphics in most forms. If you’re ever asked for a high-resolution logo file, send a vector file. Typically, vector files end with .ai, .eps and .svg. Without special programs, these files will be difficult to open.

058

IN CLOSING

HIGH POINT BRAND STYLE GUIDE

VERSION 2

How do I order merch?

Communications for guidance on funding.

Start by contacting the Marketing & Communications team. They’ll help you select approved vendors, review designs, and make sure your merch aligns with the brand.

Can I make one-off designs for events or programs?

What designs can I use on merch?

FAQS

Yes — we encourage creativity! For special events, community programs, or limited runs, you can create one-o! designs. Just make sure they:

You can use official High Point logos, colors, and approved graphics found in this guide. All designs should stay true to the brand’s visual identity and spirit — creative, authentic, and connected. If you’re designing something new, send it to Marketing & Communications for review before production.

• Include the appropriate department or event logo, following brand architecture guidelines

Who pays for merch?

When in doubt…

In most cases, the department requesting the items covers the cost from its own budget. If your project falls under a special program or campaign, check with Marketing &

Ask! The Marketing & Communications team is here to help make sure everything we create— from flyers to festivals—looks and feels like High Point.

• Pair well with the brand fonts and colors • Get approval from the Marketing & Communications team before printing or posting

059

IN CLOSING

HIGH POINT BRAND STYLE GUIDE

VERSION 2

JERON HOLLIS

RYAN SHORT

Managing Director, Communications & Public Engagement

Founder / CEO CivicBrand ryan@civicbrand.com

jeron.hollis@highpointnc.gov

BRANDON COOK

BRISA BYFORD

Multimedia Communications Lead, Marketing & Communications

Lead Strategist CivicBrand

brandon.cook@highpointnc.gov

brisa@civicbrand.com

MICHAEL HOLMES City Council & Chair of Marketing & Branding Taskforce

CONTACTS

michael.holmes@highpointnc.gov

060

HIGH POINT BRAND STYLE GUIDE

APPENDIX 1: DISTRICT BRANDS

VERSION 2

U P D AT E D O C T 2 0 2 5

DOWNTOWN DISTRICT BRAND

BRAND MARKS

HIGH POINT DOWNTOWN DISTRICT STYLE GUIDE

VERSION 1

003

BRAND MARKS

HIGH POINT DOWNTOWN DISTRICT STYLE GUIDE

VERSION 1

REVERSED ON ROYAL BACKGROUND

Color Variations

REVERSED ON LAVENDER BACKGROUND The mark has a few color variations for use on di!erent background types, tones, and colors. When in doubt, use the most legible version of the mark for the available background. The mark can also be used in all black or all white if necessary. For printed executions, special care should be given to ensure logo legibility on the final media or material used. 004

BRAND MARKS

HIGH POINT DOWNTOWN DISTRICT STYLE GUIDE

VERSION 1

WORDMARK

The wordmark can be used separately from the primary mark. It is set in all caps at Proxima Nova Semibold with a tracking of 240. The same color variation rules apply.

005

BRAND MARKS

HIGH POINT DOWNTOWN DISTRICT STYLE GUIDE

VERSION 1

ICON

The icon can be used separately from the primary mark. The same color variation rules apply.

006

BRAND MARKS

HIGH POINT DOWNTOWN DISTRICT STYLE GUIDE

VERSION 1

EXAMPLE

Positioning

The position and rotation of the icon are important as it references Downtown’s geographical location in the southeasten area of High Point. Therefore, the icon should be placed at the bottom right of branded executions whenever possible. The icon should never be rotated or reflected. 007

BRAND MARKS

HIGH POINT DOWNTOWN DISTRICT STYLE GUIDE

VERSION 1

SUB!DISTRICTS

Each of the 3 sub-districts within downtown have individual marks. They follow the same color variation and positioning rules as the primary Downtown mark. Each sub-district can also be represented separately with its wordmark or icon.

008

BRAND MARKS

HIGH POINT DOWNTOWN DISTRICT STYLE GUIDE

VERSION 1

PATTERN

We have developed a pattern that can be used as backgrounds, on social media, in print materials, on merch, etc. Feel free to use the whole pattern or just a small section. It’s designed to be flexible.

009

ROYAL

LAVENDER

PMS 2132C CMYK: 85/75/0/0 RGB: 49/75/197 HEX: #314bc5

PMS 0631C CMYK: 29/38/0/0 RGB: 178/159/221 HEX: #b29fdd

PRIMARY PALETTE

PMS 0631C CMYK: 29/38/0/0 RGB: 178/159/221 HEX: #b29fdd

The consistent use of color is vital to e!ective brand recognition. These are our primary brand colors Use of the Pantone Matching System is highly recommended to ensure color consistency across any and all touchpoints. If Pantone color matching is not available or out of budget, please take great care to match the hues above precisely. 011

BRAND MARKS

HIGH POINT UPTOWNE DISTRICT STYLE GUIDE

VERSION 1

003

BRAND MARKS

HIGH POINT UPTOWNE DISTRICT STYLE GUIDE

VERSION 1

REVERSED ON LIME BACKGROUND

Color Variations

REVERSED ON FOREST BACKGROUND The mark has a few color variations for use on di!erent background types, tones, and colors. When in doubt, use the most legible version of the mark for the available background. The mark can also be used in all black or all white if necessary. For printed executions, special care should be given to ensure logo legibility on the final media or material used. 004

BRAND MARKS

HIGH POINT UPTOWNE DISTRICT STYLE GUIDE

VERSION 1

WORDMARK

The wordmark can be used separately from the primary mark. It is set in all caps at Proxima Nova Semibold with a tracking of 240. The same color variation rules apply.

005

BRAND MARKS

HIGH POINT UPTOWNE DISTRICT STYLE GUIDE

VERSION 1

ICON

The icon can be used separately from the primary mark. The same color variation rules apply.

006

BRAND MARKS

HIGH POINT UPTOWNE DISTRICT STYLE GUIDE

VERSION 1

EXAMPLE

Positioning

The position and rotation of the icon are important as it references Uptowne’s geographical location in the northwest of High Point. Therefore, the icon should be placed in the top left of branded executions whenever possible. The icon should never be rotated or reflected. 007

BRAND MARKS

HIGH POINT UPTOWNE DISTRICT STYLE GUIDE

VERSION 1

PATTERN

008

LIME

FOREST

PMS 2290C CMYK: 39/0/94/0 RGB: 164/233/63 HEX: #a4df3f

PMS 335C CMYK: 89/36/71/23 RGB: 5/106/86 HEX: #056a56

The consistent use of color is vital to e!ective brand recognition. These are our primary brand colors

PRIMARY PALETTE

BRAND MARKS

HIGH POINT NORTH DISTRICT STYLE GUIDE

VERSION 1

003

BRAND MARKS

HIGH POINT NORTH DISTRICT STYLE GUIDE

VERSION 1

REVERSED ON HOT PINK BACKGROUND

Color Variations

REVERSED ON SOFT PINK BACKGROUND The mark has a few color variations for use on di!erent background types, tones, and colors. When in doubt, use the most legible version of the mark for the available background. The mark can also be used in all black or all white if necessary. For printed executions, special care should be given to ensure logo legibility on the final media or material used. 004

BRAND MARKS

HIGH POINT NORTH DISTRICT STYLE GUIDE

VERSION 1

WORDMARK

The wordmark can be used separately from the primary mark. It is set in all caps at Proxima Nova Semibold with a tracking of 240. The same color variation rules apply.

005

BRAND MARKS

HIGH POINT NORTH DISTRICT STYLE GUIDE

VERSION 1

ICON

The icon can be used separately from the primary mark. The same color variation rules apply.

006

BRAND MARKS

HIGH POINT NORTH DISTRICT STYLE GUIDE

VERSION 1

EXAMPLE

Positioning

The position and rotation of the icon are important as it references North High Point’s geographical location in the northern area of High Point. Therefore, the icon should be placed at the top of branded executions whenever possible. The icon should never be rotated or reflected. 007

BRAND MARKS

HIGH POINT NORTH DISTRICT STYLE GUIDE

VERSION 1

PATTERN

008

HOT PINK

SOFT PINK

PMS 807C CMYK: 4/96/6/0 RGB: 227/36/136 HEX: #e32488

PMS 224C CMYK: 0/68/9/0 RGB: 242/119/161 HEX: #f277a1

The consistent use of color is vital to e!ective brand recognition. These are our primary brand colors

PRIMARY PALETTE

BRAND MARKS

H I G H P O I N T O A K H O L L O W PA R K D I S T R I C T S T Y L E G U I D E

VERSION 1

003

BRAND MARKS

H I G H P O I N T O A K H O L L O W PA R K D I S T R I C T S T Y L E G U I D E

VERSION 1

REVERSED ON FOREST BACKGROUND

Color Variations

REVERSED ON MINT BACKGROUND The mark has a few color variations for use on di!erent background types, tones, and colors. When in doubt, use the most legible version of the mark for the available background. The mark can also be used in all black or all white if necessary. For printed executions, special care should be given to ensure logo legibility on the final media or material used. 004

BRAND MARKS

H I G H P O I N T O A K H O L L O W PA R K D I S T R I C T S T Y L E G U I D E

VERSION 1

HORIZONTAL ONE LINE

WORDMARK VERTICAL

The wordmarks can be used separately from the primary mark. They are set in all caps at Proxima Nova Semibold with a tracking of 240. The same color variation rules apply.

005

BRAND MARKS

H I G H P O I N T O A K H O L L O W PA R K D I S T R I C T S T Y L E G U I D E

VERSION 1

ICON

The icon can be used separately from the primary mark. The same color variation rules apply.

006

BRAND MARKS

H I G H P O I N T O A K H O L L O W PA R K D I S T R I C T S T Y L E G U I D E

VERSION 1

EXAMPLE

Positioning

The position and rotation of the icon are important as it references Oak Hollow Park’s geographical location in the northeastern area of High Point. Therefore, the icon should be placed at the top right of branded executions whenever possible. The icon should never be rotated or reflected. 007

BRAND MARKS

H I G H P O I N T O A K H O L L O W PA R K D I S T R I C T S T Y L E G U I D E

VERSION 1

PATTERN

008

FOREST

MINT

PMS 335C CMYK: 89/36/71/23 RGB: 5/106/86 HEX: #056a56

PMS 317C CMYK: 31/0/15/0 RGB: 168/234/227 HEX: #a8eae3

The consistent use of color is vital to e!ective brand recognition. These are our primary brand colors

PRIMARY PALETTE

SOUTHWEST DISTRICT BRAND

BRAND MARKS

HIGH POINT SOUTHWEST DISTRICT STYLE GUIDE

VERSION 1

003

BRAND MARKS

HIGH POINT SOUTHWEST DISTRICT STYLE GUIDE

VERSION 1

REVERSED ON ORANGE BACKGROUND

Color Variations

REVERSED ON YELLOW BACKGROUND The mark has a few color variations for use on di!erent background types, tones, and colors. When in doubt, use the most legible version of the mark for the available background. The mark can also be used in all black or all white if necessary. For printed executions, special care should be given to ensure logo legibility on the final media or material used. 004

BRAND MARKS

HIGH POINT SOUTHWEST DISTRICT STYLE GUIDE

VERSION 1

WORDMARK

The wordmark can be used separately from the primary mark. It is set in all caps at Proxima Nova Semibold with a tracking of 240. The same color variation rules apply.

005

BRAND MARKS

HIGH POINT SOUTHWEST DISTRICT STYLE GUIDE

VERSION 1

ICON

The icon can be used separately from the primary mark. The same color variation rules apply.

006

BRAND MARKS

HIGH POINT SOUTHWEST DISTRICT STYLE GUIDE

VERSION 1

EXAMPLE

Positioning

The position and rotation of the icon are important as it references Southwest High Point’s geographical location in the southwestern area of High Point. Therefore, the icon should be placed at the bottom left of branded executions whenever possible. The icon should never be rotated or reflected. 007

BRAND MARKS

HIGH POINT SOUTHWEST DISTRICT STYLE GUIDE

VERSION 1

PATTERN

008

ORANGE

YELLOW

PMS 151C CMYK: 0/48/100/0 RGB: 255/152/0 HEX: #!9800

PMS 101C CMYK: 5/0/90/0 RGB: 251/238/49 HEX: #fbee31

The consistent use of color is vital to e!ective brand recognition. These are our primary brand colors

PRIMARY PALETTE

HIGH POINT BRAND STYLE GUIDE

VERSION 2

APPENDIX 2: DEPARTMENT SUBBRANDS Some City departments have unique sub-brands to help them achieve their goals.

U P D AT E D O C T 2 0 2 5

BRAND MARKS

HIGH POINT ECONOMIC DEVELOPMENT BRAND STYLE GUIDE

VERSION 1

TWO-COLOR

ALL BLACK

TWO-COLOR, REVERSED

ALL WHITE

Primary Mark Color Variations

The primary mark has a few color variations for use on di!erent background types, tones, and colors. When in doubt, use the most legible version of the mark for the available background. The mark can also be used in all black or all white if necessary. For printed executions, special care should be given to ensure logo legibility on the final media or material used. 002

BRAND MARKS

HIGH POINT ECONOMIC DEVELOPMENT BRAND STYLE GUIDE

VERSION 1

TWO-COLOR

ALL BLACK

TWO-COLOR, REVERSED

ALL WHITE

Wordmark Color Variations

When space is at a premium, the wordmark can be used in place of a full brand mark. The wordmark has a few color variations for use on di!erent background types, tones, and colors. When in doubt, use the most legible version of the mark for the available background. The mark can also be used in all black or all white if necessary. For printed executions, special care should be given to ensure logo legibility on the final media or material used. 003

INTRODUCTION

NAVY

SKY

PMS 280C CMYK: 100/92/ 38/35 RGB: 28/38/82 HEX: #1c2652

PMS 305C CMYK: 70/9/0/0 RGB: 5/179/233 HEX: #05b3e9

The consistent use of color is vital to e!ective brand recognition. These are our primary brand colors.

PRIMARY PALETTE

TYPOGRAPHY

SYNE

HIGH POINT ECONOMIC DEVELOPMENT BRAND STYLE GUIDE

SYNE BOLD

VERSION 1

SYNE SEMIBOLD

AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ

SYNE EXTRABOLD

AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ

Syne is a Google font available for download at https://fonts.google.com/specimen/Syne.

005

TYPOGRAPHY

Proxima Nova

HIGH POINT ECONOMIC DEVELOPMENT BRAND STYLE GUIDE

PROXIMA NOVA REGULAR *used for all body copy

Hierarchy & Weight Proxima Nova is used for some headings/subheadings and all body copy. It is a variableweight typeface, which means you are able to customize weights and angles to create an infinite number of weights. That being said, we typically stay within these four weights. Use contrast between heavy and lighter weights to communicate relevant importance, otherwise known as hierarchy, of information. Proxima Nova Semibold is generally used in all caps with a tracking of 140 (except on the place/ location marks, see page 25), but use your best judgment. Proxima Nova is available through Adobe Fonts at https://fonts.adobe.com/fonts/proxima-nova.

VERSION 1

PROXIMA NOVA SEMIBOLD

PROXIMA NOVA BOLD

PROXIMA NOVA BLACK

BRAND MARKS

HIGH POINT FIRE BRAND STYLE GUIDE

VERSION 1

Badge For printed executions, special care should be given to ensure badge legibility on the final media or material used.

002

INTRODUCTION

FIRE RED

SAFETY YELLOW

AXE GRAY

PMS: 1795 C CMYK: 14/100/100/4 RGB: 202/32/39 HEX: #ca2027

PMS: Yellow 012 C CMYK: 1/18/100/0 RGB: 255/206/6 HEX: #ffce06

PMS: Warm Gray 3 C CMYK: 27/21/22/0 RGB: 187/188/187 HEX: #bbbbbb

The consistent use of color is vital to effective brand recognition. These are our primary brand colors.

COLOR PALETTE

TYPOGRAPHY

ROCKWELL

HIGH POINT FIRE BRAND STYLE GUIDE

ROCKWELL BOLD

VERSION 1

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789(.,’”-;:)?!@#$%^&*+=

Weight Rockwell is the font used in the badge. It is used in all caps with a bold weight.

004

BRAND MARKS

HIGH POINT LIBRARY BRAND STYLE GUIDE

VERSION 1

TWO-COLOR

ALL BLACK

TWO-COLOR, REVERSED

ALL WHITE

Color Variations The High Point Library mark has a few color variations for use on di!erent background types, tones, and colors. When in doubt, use the most legible version of the mark for the available background. The mark can also be used in all black or all white if necessary. For printed executions, special care should be given to ensure logo legibility on the final media or material used.

002

INTRODUCTION

NAVY

SKY

PMS 280C CMYK: 100/92/ 38/35 RGB: 28/38/82 HEX: #1c2652

PMS 305C CMYK: 70/9/0/0 RGB: 5/179/233 HEX: #05b3e9

The consistent use of color is vital to e!ective brand recognition. These are our primary brand colors.

PRIMARY PALETTE

TYPOGRAPHY

SYNE

HIGH POINT LIBRARY BRAND STYLE GUIDE

SYNE BOLD

VERSION 1

SYNE SEMIBOLD

AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ

SYNE EXTRABOLD

AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ

Syne is a Google font available for download at https://fonts.google.com/specimen/Syne.

004

TYPOGRAPHY

Proxima Nova

HIGH POINT LIBRARY BRAND STYLE GUIDE

PROXIMA NOVA REGULAR *used for all body copy

VERSION 1

PROXIMA NOVA SEMIBOLD

PROXIMA NOVA BOLD

PROXIMA NOVA BLACK

BRAND MARKS

HIGH POINT MUSEUM BRAND STYLE GUIDE

VERSION 1

TWO-COLOR

ALL BLACK

TWO-COLOR, REVERSED

ALL WHITE

Museum Color Variations The High Point Museum mark has a few color variations for use on di!erent background types, tones, and colors. When in doubt, use the most legible version of the mark for the available background. The mark can also be used in all black or all white if necessary. For printed executions, special care should be given to ensure logo legibility on the final media or material used.

002

BRAND MARKS

HIGH POINT MUSEUM BRAND STYLE GUIDE

VERSION 1

TWO-COLOR

ALL BLACK

TWO-COLOR, REVERSED

ALL WHITE

Historical Society Color Variations The High Point Historical Society mark has a few color variations for use on di!erent background types, tones, and colors. When in doubt, use the most legible version of the mark for the available background. The mark can also be used in all black or all white if necessary. For printed executions, special care should be given to ensure logo legibility on the final media or material used.

003

INTRODUCTION

NAVY

RED

SKY

PMS 280C CMYK: 100/92/ 38/35 RGB: 28/38/82 HEX: #1c2652

PMS 032C CMYK: 1/81/64/0 RGB: 238/86/86 HEX: #ee5656

PMS 305C CMYK: 70/9/0/0 RGB: 5/179/233 HEX: #05b3e9

The consistent use of color is vital to e!ective brand recognition. These are our primary brand colors.

PRIMARY PALETTE

TYPOGRAPHY

SYNE

HIGH POINT MUSEUM BRAND STYLE GUIDE

SYNE BOLD

VERSION 1

SYNE SEMIBOLD

AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ

SYNE EXTRABOLD

AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ

Syne is a Google font available for download at https://fonts.google.com/specimen/Syne.

005

TYPOGRAPHY

Proxima Nova

HIGH POINT MUSEUM BRAND STYLE GUIDE

PROXIMA NOVA REGULAR *used for all body copy

VERSION 1

PROXIMA NOVA SEMIBOLD

PROXIMA NOVA BOLD

PROXIMA NOVA BLACK

BRAND MARKS

HIGH POINT POLICE BRAND STYLE GUIDE

VERSION 1

Badge For printed executions, special care should be given to ensure badge legibility on the final media or material used.

002

INTRODUCTION

POLICE BLUE

SAFETY YELLOW

PMS: 7687 C CMYK: 100/91/6/1 RGB: 36/62/144 HEX: #243e90

PMS: Yellow 012 C CMYK: 1/18/100/0 RGB: 255/206/6 HEX: #ffce06

The consistent use of color is vital to effective brand recognition. These are our primary brand colors.

PRIMARY PALETTE

TYPOGRAPHY

PROXIMA NOVA Weight

HIGH POINT POLICE BRAND STYLE GUIDE

PROXIMA NOVA EXTRA CONDENSED BOLD

VERSION 1

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789(.,’”-;:)?!@#$%^&*+=

Proxima Nova Extra Condensed is the font used in the badge. It is used in all caps with a bold weight.

004

BRAND MARKS

H I G H P O I N T T H E AT E R B R A N D S T Y L E G U I D E

VERSION 1

TWO-COLOR

ALL BLACK

TWO-COLOR, REVERSED

ALL WHITE

Color Variations The High Point Theater mark has a few color variations for use on di!erent background types, tones, and colors. When in doubt, use the most legible version of the mark for the available background. The mark can also be used in all black or all white if necessary. For printed executions, special care should be given to ensure logo legibility on the final media or material used.

002

INTRODUCTION

NAVY

SKY

PMS 280C CMYK: 100/92/ 38/35 RGB: 28/38/82 HEX: #1c2652

PMS 305C CMYK: 70/9/0/0 RGB: 5/179/233 HEX: #05b3e9

The consistent use of color is vital to e!ective brand recognition. These are our primary brand colors.

PRIMARY PALETTE

TYPOGRAPHY

SYNE

H I G H P O I N T T H E AT E R B R A N D S T Y L E G U I D E

SYNE BOLD

VERSION 1

SYNE SEMIBOLD

AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ

SYNE EXTRABOLD

AÅÂBCÇDEFGHIÍJKLMNOØÓÔÒPQRSTUVWXYZ

Syne is a Google font available for download at https://fonts.google.com/specimen/Syne.

004

TYPOGRAPHY

Proxima Nova

H I G H P O I N T T H E AT E R B R A N D S T Y L E G U I D E

PROXIMA NOVA REGULAR *used for all body copy

VERSION 1

PROXIMA NOVA SEMIBOLD

PROXIMA NOVA BOLD

PROXIMA NOVA BLACK

I ntro d u ction

TRANSIT SYSTEM MARK

H I G H P O I N T T H E AT E R B R A N D S T Y L E G U I D E

VERSION 1

The primary mark for the High Point Transit System should be used when representing the transit system as a whole. This mark symbolizes all of the existing and future services offered within the High Point Transit System.

002

BRAND MARKS

HIGH POINT TRANSIT BRAND STYLE GUIDE

VERSION 1

FIVE-COLOR

ALL BLACK

FIVE-COLOR, REVERSED

ALL WHITE

Color Variations

The primary mark has a few color variations for use on different background types, tones, and colors. When in doubt, use the most legible version of the mark for the available background. The mark can also be used in all black or all white if necessary. For printed executions, special care should be given to ensure logo legibility on the final media or material used.

003

BRAND MARKS

HIGH POINT TRANSIT BRAND STYLE GUIDE

VERSION 1

FIXED BUS ROUTE

ADA ACCESS

ON-DEMAND

BIKE SHARE

TRANSIT SERVICE MARK The secondary mark is to be used when representing an individual service offered within the High Point Transit System. Each service is represented with its own mark using a different color point.

004

BRAND MARKS

HIGH POINT TRANSIT BRAND STYLE GUIDE

VERSION 1

ICON SET

The icons are to be used when representing an individual service offered within the High Point Transit System. Each service is represented with its own unique icon and color background. The icons can be used individually or paired together if needed to represent more than one service.

005

I ntro d u ction

NAVY

RED

SKY

ORANGE

ROYAL

PMS 280C CMYK: 100/92/ 38/35 RGB: 28/38/82 HEX: #1c2652

PMS 032C CMYK: 1/81/64/0 RGB: 238/86/86 HEX: #ee5656

PMS 305C CMYK: 70/9/0/0 RGB: 5/179/233 HEX: #05b3e9

PMS 151C CMYK: 0/48/100/0 RGB: 255/152/0 HEX: #ff9800

PMS 2132C CMYK: 85/75/0/0 RGB: 49/75/197 HEX: #314bc5

The consistent use of color is vital to effective brand recognition. These are our primary brand colors.

PRIMARY PALETTE