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Brand Guidelines. City of Sanger, Texas

TABLE OF CONTENTS

STORY

VISION

POSITIONING

MISSION

PILLARS

IDEA

VOICE

COLOR SYSTEM

TYPOGRAPHY

LOGO

DESIGN ELEMENTS

BRAND ACTIVATION

BRAND VISION

A CHARMING CITY WITH BIG AMBITIONS THAT EMPOWERS BUSINESSES TO THIRIVE AND FAMILIES TO EXPERIENCE THE BEST OF LIFE IN TEXAS.

A H E A LT H Y C O M M U N I T Y OF PEOPLE AND BUSINESS

We see a city that welcomes new residents and businesses alike with a quaint, modern version of a classic Texas hometown. A vibrant new downtown comes to life as a place to work and play both day and night with a beautiful city hall, unique shops, local flavors, lush greenspaces, and lively patios where something is always happening for the entire family. Music is playing on the downtown speakers while people walk around with their families, shopping and enjoying time outside together. Some of the old homes surrounding downtown could be converted into boutique stores and the old lumber yard could become an active multipurpose community hub with food trucks, live shows, and beer gardens featuring picnic tables

and festoon lighting. New parks, walking trails, and bike paths are also just steps away, connecting visitors to fitness activities and other areas of local interest. The entire city is wired for success with digital infrastructure that supports personal and business interests. Sanger will continue to grow with new land annexations, ETJ districts, and neighborhoods with a connected, contemporary edge. I-35 will pop with new local and regional retail options, while a gateway experience on 455 with new sporting goods outfitters and other vendors could welcome people east to special moments in nature at Lake Ray Roberts. Sanger will become a place where families can thrive in a holistic, healthy lifestyle on their terms without ever leaving town.

BRAND POSITIONING

S A F E C O U N T RY L I V I N G TO BUILD LIFE YOUR WAY

We are a growing city that is filled with potential for families and businesses and open to new ideas about how to grow. Our community is clean, safe, comfortable, and inviting, known for its good schools, vibrant downtown, charming hospitality, and immediate access to pristine nature. With Lake Ray Roberts on our doorstep to the east and Dallas-Fort Worth 45 minutes to the south, Sanger is the perfect middle ground to adopt as your hometown and experience the best of what Texas has to offer.

BRAND MISSION

PROVIDE A FRIENDLY COMMUNITY THAT CONNECTS PEOPLE TO OUR RICH HERITAGE, LOCAL CULTURE, RECREATIONAL ACTIVITIES, AND BUSINESS OPPORTUNITIES.

BRAND PILLARS

PROFESSIONAL OPPORTUNITY Sanger is possibility in progress. We are open for business and passionate about new ideas that grow the potential of our community.

REGIONAL CONNECTIONS Sanger is in the middle of it all. We are the gateway to recreation at Lake Ray Roberts, and businesses in the big city is just down the road in Dallas and Fort Worth.

LOCAL FLAVOR

Sanger is the war coooked meal. W our authentic Tex always invite frie to take a seat at o

rmth of a home We are proud of xas flavor and ends new and old our table.

COMMUNITY HEARTBEAT Sanger is new memories with neighbors and friends. We are a welcoming place to gather, play, and stay with something special for everyone in the family.

LIFESTYLE OPTIONS Sanger is a canvas to build life on your terms. Nature sits off the back door, there’s open land to claim as your won, and healthy lifestyle activities are only steps away

BRAND IDEA

A FRONTIER OF

POSSIBILITIES Hardworking | Progressive | Optimistic | Relaxed | Dynamic

Open air, open roads, open waters, open lands. Here in sanger, the sky is the limit and opportunity lies in every direction. Our City was bon from the pioneering spirit of entrepreneurs settling the rugged west and continues to be a true piece of the Texas frontier waiting for people to stake their claim. Ranchers at heart with technology on the ind, we are a new version of the classic. Texas town that’s open to new ideas and ready for buriness. Escape to nature at Lake Ray Roberts off the back doorstep, or move to and from the big-city bustle with ease. Build a home to grow a family or start a business to create lasting impact in the local community. Here you can live your dream as a reality because every day brings new possibilities. Sanger is open for business. Open for fun. Open for families seeking a place to grow and to experience the best of life in Texas.

WE VALUE:

INCLUSIVE DIVERSITY

COMMUNITY COLLABORATION

Creating a welcoming place to live that celebrates all ages, races, backgrounds, and lifestyles.

Fostering true relationships with people to create new opportunities and achieve community objectives.

WE VALUE:

FAMILY FOUNDATIONS

LOCAL AUTHENTICITY

Providing safety, security, and opportunity to grow health and happy.

Supporting the success of local businesses and communicating with open transparency.

WE VALUE: HOMESTYLE COMFORTS Caring for our neighbors and creating glexible public environments with inherent hospitality.

BRAND VOICE

THE NEIGHBOR

NEXTDO ARCHETYPE: THE EVERYMAN »

Welcoming to all

Speaks with warm confidence

Thrives in casual conversation

Always has a good story to tell

Asks questions to build relationships

Treats everyone like long-lost friends

Empowers and encourages success

Keeps a cool head and hand

Friendly | Genuine | Relatable | Inspiring | Lighthearted

OOR We celebrate the equality of all people as a champion of down-home culture. Desires to connect with others and create belonging that brings everyone to the inner circle. Sanger has been home our entire life. As the neighbor next door, we’re excited to welcome new faces with warm friendship and true Texas hospitality. We are humble, hardworking folk that love to have fun and help others succeed – if you needsomething, “we’ve got a guy” for that and we’re eager to help you out. You’ll never catch us without a smile nor a good story, and we’re always eager to share both: we love to talk about past, family, and aspirations

about the future, and we’re always looking forward to our next conversation on the porch or over the fence together. We are not overly energetic or boastful about what we have or what we do. We ask questions to engage others, we don’t shout with exclamations, and we speak with confidence directly to the point without being overly wordy. We are informative and inspiring about home life and business potential, sharing perspective as parents, siblings, and successful entrepreneurs. We are the caretakers of the Sanger social fabric, always working to help people feel like they belong here.

BRAND IDENTITY

COLOR SYSTEM The color palette is an integral part of the brand identity and should be used properly in all visula communication applications. Using this core palette will help establish and maintain recognition, consistency, and cohesion in the presentation of the Sanger brand. The primary colors will be used most often. You will use the secondary palette to complement and support the primary colors. Overall, Sanger’s color palette is a refelction of the brand and it’s message: When you’re here, you’re home.

PMS: CMYK: RGB: HEX:

4625 C 49, 74, 84, 71 63, 28, 0 #3flc00

PMS: CMYK: RGB: HEX:

433 C 83, 73, 54, 61 30, 38, 51 #1e2633

PMS: CMYK: RGB: HEX:

7566 C 25, 59, 78, 9 178, 113, 72 #b27148

PMS: CMYK: RGB: HEX:

Warm Gray 1C 229, 217, 202 63, 28, 0 #e5d9ca

PMS: CMYK: RGB: HEX:

5405 C 73, 50, 36, 10 81, 109, 130 #516d82

PMS: CMYK: RGB: HEX:

5605 C 74, 50, 36, 10 45, 64, 44 #2d402c

HEADING | COMMISSIONER Aa B b C c D d E e F f G g H h I i J j K k L l M m N n OoPpQqRrSsTt U uVvWwXxYy Z z 0123!?

SUBHEADING & COPY |MONTSERRAT AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrS s TtUuVvWwXxYy Z z 01 2 3 ! ?

TYPOGRAPHY Sanger’s heading typeface is Commissioner and should be used for primary headlines and titles at any weight (light, regular, bold, etc.) to support the design of the materials. As the heading font, Commissioner should be the largest typeface present in branded documents, design collateral, and expression pieces. Sanger’s subheading and body copy typeface is Montserrat. Use Montserrat in between headers and copy to denote section breaks. Subheadings are typically bolder than copy text and should appear second largest in the text hierarchy.

The proper combined and consistent use of these typefaces forms a strong and unified foundation for the Sanger brand. Sanger’s subheading and body copy typeface is Montserrat. Use Montserrat in between headers and copy to denote section breaks. Subheadings are typically bolder than copy text and should appear second largest in the text hierarchy. The proper combined and consistent use of these typefaces forms a strong and unified foundation for the Sanger brand.

BRAND IDENTITY

The logo should never be smaller than 1 X 1 inch

PRIMARY LOGO

PRIMARY LOGO | ALTERNATE

This is the primary and preferred logo for all applications and should never be changed.

This is the primary alternate logo. This should be used when using the full logo takes up too much space.

Composition and color—along with the spatial and proportional relationship of the logo elements—are predetermined and are not to be altered.

SINGLE COLOR LOGO

REVERSED LOGO

This is the single color application of the primary Sanger logo.

This is the reversed color application of the primary Sanger logo.

Single color and reversed logos are to be used in cases of difficult readability to help the logo stand apart from the background.

It is acceptable to use either the darkest blue in the Sanger color palette or black for this function.

It is acceptable to use either the lightest color in the Sanger color palette or white for this function.

BRAND IDENTITY

MUNICIPAL COURT

EXAMPLES

DEPARTMENT LOGO Each department will have a department logo. This logo should only be used in communications that come directly from your department. (i.e., statements from Utility Billing). Never use a department logo when communicating on behalf of the City.

Always surround the logo with a minimum of 1/2 inch of clear space. 1/2”

1/2”

BRAND IDENTITY Don’t stretch or skew the logo when resizing.

BRAND COPY Always capitalize “City” when referring to Sanger. i.e. “Welcome to our City.” When referring to the time of day, always use capital letters with no periods. 10:00 AM | 1:00 PM If the time period is entirely in the morning or evening, use AM or PM only once: “6:30 - 10 PM”. If it goes from the morning into the evening (or vice versa), you need both: “10 AM - 2 PM” When a month is used with a specific date, abbreviate only Jan., Feb., Aug., Sept., Oct., Nov., and Dec. All other months should be spelled out. Also, all months should be spelled out when they stand alone or are alone with a year. For example: Aug. 18, 1992, October 2020, March 9, 1993, Do not leave “orphans” at the end of a paragraph. Always have the paragraph end with at least two words. Phone Numbers: Put the area code in parenthesis, add a space and then put the seven remaining digits with a hyphen after the first three. For example: (800) 555-5555. Web addresses: Remove the “https:// “ and the “WWW” from web addresses for succinctness.

BRAND IDENTITY

Tree Rings

Linen

Waves

DESIGN ELEMENTS The above hand-drawn style patterning can be used in Sanger marketing materials and branded expression pieces. The circular shape reinforces the logo shape language as well as subtly expresses growth, togetherness, and wholeness.

These design elements may be used in any of the Sanger brand colors, expanded/ contracted, overlaid, layered behind, in text wrap, etc.; however, the circular containing shape is not to be stretched, skewed, or altered in any way.

Weathered Corten

Shiplap

Light Denim

Lake Ripples

BRAND TEXTURES The above textures are licensed and may be used in Sanger marketing materials and branded expression pieces. Each texture tells a unique story about the history, culture, area and people of Sanger.

To use these textures a designer may overlay a Sanger brand color and adjust opacity of the texture image and overlay as necessary to suit the needs of a given project. While it is acceptable to scale up/down or tilt the texture, the dimensions of the original image should not be altered by stretching or skewing.

BRAND ACTIVATION

Letterhead

Business Cards