BRAND GUIDELINES
INTRODUCTION
This style guide has been developed to ensure consistent use of the City of Cleveland, TX brand. Please follow the instructions provided.
The value of our brand and the investment made toward it can most readily be realized through consistency and repetition, thereby ensuring brand saturation across all target markets.
BRAND LOGO
THE HEART AND SOUL OF OUR BRAND
A Flexible Identity System
Trying to fit the same mark simultaneously on a billboard and on a keychain is a challenge. Our identity system is designed for flexibility, consistency, and brand recognition.
We have provided different logo lockups that should cover every space imaginable. Instead of trying to fit a logo into a space that is too small or crowded, simply use a different version for maximum visual impact and clarity.
Merch Marks
Primary Mark
Logomark
Monogram Stamp
Secondary Marks
LOGOMARK CENTERLINE
CLEVELAND STAR
The star is significant to cleveland’s history and provides uniqueness to the brand
The North Star is significant in portraying the idea of all paths converging, which reflects a sense of unity and guidance, leading travelers home
DETAILING
Detail in star matches the design style of the trees
STAR LOCATION
Located in the northeast to represent cleveland’s location in the surrounding houston area
PINEY WOODS
Three Trees portray Cleveland’s location in the piney woods
CAST SHADOW
The separation between the tree limbs and trunk create dimension, resembling a cast shadow, as if the star is shining bright overhead
LOGOMARK
The Cleveland, TX brand logomark is the visually distinctive and instantly recognizable symbol that serves as a powerful and memorable representation in the minds of viewers.
This mark is the most widely usable piece of the brand, seen on clothing, stationery, phone cases, stickers, tote bags, websites, social media, and much more.
ON PINEY WOODS ON WHITE
DETAILING
Custom angular typeset for consistency
OFFICIAL “CITY OF”
City of establishes the proper balance between the trees and other logo elements, the trees feel a bit naked without “city of” beside them
MOVING ON UP!
The logo type and contiainer shape are arched, making the logo more dynamic, bridging the gap between where you are and where you want to be
SCRIPT
Now more ledgible and slightly more bold. This exciting and energetic script pairs well with the primary cleveland logotype. Proper contrast is established.
UPPERCASE
Done-for-you custom logo type, now uppercase to be more versatile & dynamic
PRIMARY MARK
The primary lockup identifies Cleveland, TX as a whole to the public. Use this logo in tourismoriented campaigns, locations, products, and merchandise as needed.
This logo is a carefully created piece of locked artwork that should not be altered in any way.
ON WHITE
ON PINEY WOODS
SECONDARY MARK
The secondary mark identifies Cleveland, TX in general as a whole to the public. Use this logo to represent individual locations, products, and merchandise as needed.
This logo is a carefully created piece of locked artwork that should not be altered in any way.
ON WHITE
ON PINEY WOODS
LOGO TYPE
The logo type is a text based identification of Cleveland, TX . Use this logo to represent individual locations, products, and merchandise as needed.
This logo is a carefully created piece of locked artwork that should not be altered in any way.
ON WHITE
ON PINEY WOODS
CTX MARK
The CTX badges are shortened alternates to the primary lockup. These identify Visit Cleveland, TX in situations where the tagline is not necessary.
There are a wide variety of use-cases for these lockups, such as a website logo, social media icon, and various merchandising opportunities.
ON WHITE
ON PINEY WOODS
TAGLINE
A post-introduction to the brand, the “All Paths Lead Home” tagline lockup can be used in pairing with an existing brand mark. This mark can be used for a wide variety of tourism-focused production, such as digital advertisements, print advertisements, billboards, etc.
ON WHITE
MERCH MARKS
The merchmarks are ornamental brand options that identify Cleveland, TX in situations where an formal lockup is not necessary.
There are a wide variety of use-cases in merch for these lockups, such as a logo on a hat, a t-shirt, and stickers.
ON WHITE
ON PINEY WOODS
ON WHITE STAMP
The Cleveland, TX seal is a symbolic emblem crafted to encapsulate the city’s distinct identity, incorporating local historical and cultural elements, serving as an official mark of civic pride and governance for the community.
The seal is a more formal brand mark, and offers a circular option to represent the city’s brand.
ON PINEY WOODS
EDC MARKS
EDC MARKS
The EDC lockups identifies Cleveland, TX EDC as a whole to the public. Use these logos in economic development campaigns, locations, products, and merchandise as needed.
This logo is a carefully created piece of locked artwork that should not be altered in any way.
ON WHITE
ON PINEY WOODS
SECONDARY EDC MARKS
Thesecondary EDC marks are alternate ways to identifies Cleveland, TX EDC as a whole to the public. Use this logo in economic development campaigns, locations, products, and merchandise as needed.
This logo is a carefully created piece of locked artwork that should not be altered in any way.
ON WHITE
ON PINEY WOODS
USAGE
HOW TO USE (AND NOT USE) OUR NEW BRAND IDENTITY
Incorrect Usage
Don’t rotate the logo. Don’t distort, compress or stretch the logo dimensions.
Don’t change the layout or relationship between logo elements.
Don’t make alterations to elements within the logo or wordmark that are not consistent with the brand.
Don’t use gradients in or on the logo. Don’t use shadows, bevels or other effects on the logo.
Background Control
Our logo works very well on a plain white background. Never use the logo on 100% black background. Use an 85% tint of black instead.
Woods is a great background color for the logo. If you are using one of the patterns, make sure there is proper transparency so that the logo stands out.
Be careful placing the logo over a photo. Make sure you have a transparent Piney Woods layer on top of the photo if at all possible. Use the full color or white versions of the logo.
Piney
Placement
ON THE PAGE
Place the logo left-aligned on the primary grid line. If this space is not available, the logo belongs in the top or bottom left page corners.
PREFERRED
Align the logo to the primary grid line (referred to as the spine). The primary lockup looks best when left-aligned.
ALTERNATE OPTIONS
Align the primary lockup to the left corners. If the layout dictates a centered or right-aligned mark, use the icon or vertical lockup.
Placement
ON MERCHANDISE
Branded merchandise like t-shirts, hats, and camp mugs should all prominently feature a lockup from the brand. The used lockup should complement the design while maintaining clear, recognizable branding.
When developing merchandise, consider balance and spacing to avoid overcrowding or awkward positioning.
Each piece of merchandise will carry unique limitations. Use the images on the right as general guidance.
APPAREL
Left align the logo when possible. Use the icon for centering, or if brand subtlety is desired.
Placement
FAVICON
Our favicon—a 32px x 32px icon that is displayed in the browser next to the url—is the only other approved usage of our icon in solid form.
DEVICE ICON
If our website is saved as a bookmark on the home screen of some mobile devices, this graphic will be displayed. Default size is 192px x 192px.
ONLINE
On the City of Cleveland, TX website, the logo will be placed in the upper left-hand corner of the navigation bar.
Do not center the logo in navigation, even on small screens.
Placement
SOCIAL MEDIA
When used as social media avatars, the icon-only logo should be used with the right amount of clear space on all sides.
We have developed an approved avatar image found here on this page. It’s approved for both circular and square avatars shapes of all sizes.
While the layout of this avatar should not be altered in any way, approved secondary brand colors may used to address special events, holidays, and seasonal changes.
ICON AVATAR
Preferred avatar for use on all platforms. All approved color combinations may be used.
COLORS & FONTS
CONSISTENCY TO THE “T”
BRAND COLORS
The consistent use of color is vital to effective brand recognition.
Our brand should always be represented in one of the colors on this page, aside from specific recommendations within this guide.
Do not use any other/ unauthorized colors.
DIGITAL
HEX - #215A52
RGB - 33, 90, 82
PINEY WOODS LEATHER
PANTONE - 626 C
CMYK - 63, 0, 9, 65
DIGITAL
HEX - #B37144
RGB - 179, 113, 68
PANTONE - 7566 C
CMYK - 0, 37, 62, 30
WARM WHITE
DIGITAL
HEX - #ECEADE
RGB - 236, 234, 222
PANTONE - 7534 C
CMYK - 0, 1, 6, 7
APPROVED PRIMARY PAIRINGS
Nearly all of the colors within our primary palette can be used in combination. Whenever possible, strive for legibility with contrast, especially when setting typography.
Perfect for use on web.
Higher contrast option for Piney Woods backgrounds.
High contrast, demands attention.
Warm White text and Leather elements on a Piney Woods background.
Warm White text and elements on a Piney Woods background.
Piney Woods text and Leather elements on a Warm White background.
EYEBROW
HEADER SUBHEAD
INTRODUCTION SENTENCE LOREM IPSUM DOLOR
CONSECTETUER ADIPISCIN
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FONT CHOICES
TT Norms was chosen for its geometric precision and friendly tone, reflecting both structure and approachability. Its balanced letterforms ensure clarity and consistency across all brand touchpoints, from digital interfaces to printed materials.
PATTERNS
THE LITTLE THINGS MATTER
PRIMARY PATTERNS
The Cleveland, TX tree pattern can be used as an additional brand design element. This pattern is designed to be tone-on-tone, meaning the colors should be used together as shown on this page.
Pattern 1 - Forest
Pattern 1 - Forest
Pattern 2 - Stars
Pattern 2 - Stars
Pattern 3 - Star
Pattern 3 - Star on Piney Woods on Warm White on Piney Woods on Warm White on Piney Woods on Warm White
STREET SIGNAGE
