City of Decatur Brand Use and Style Guide

Brand Use and Style Guide Standards • Tips • Tools 1

2014

The Story Team The Story Team, an interdepartmental communications committee, works together to brainstorm ideas, share departmental stories and activities, and maintain a year-round calendar of events to help avoid scheduling conflicts and duplications. The Story Team also identifies ideas to pitch for stories to the media and various social media outlets.

First row: Casie Yoder, Catherine Lee, Meredith Roark, Linda Harris; Second row: Lartesha Chaney, Yui Young, Shirley Bayliss, Janet Kindleberger, Lyn Menne Third row: Cheryl Burnette, Lena Stevens, Teresa Taylor, Jennifer Ross.

Fourth row: Charlie Jones, Tony Kemp, Rebecca Landel-Hernandez, and Jay Myers (trademark attorney) Not pictured: Renae Madison, Stephanie Burton, Toni Washington, Jennings Bell, John Maximuk, Derrick Jackson, Kelvin Davis, Russ Madison, Zack Ray, and Cassandra Bradley-King.

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Brand Use and Style Guide

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his guide is the official document outlining appropriate use of the City of Decatur logo as well as other matters of style and usage. It is the result of an internal brand audit with significant input from the Story Team, the city’s trademark attorney, and others. It will be updated periodically to reflect changes in communication technology and trademark law.

Contents Brand Philosophy .......................................... 5

Brand Traits/Values ...................................... 9

Typefaces .........................................................................19 Logo Application Examples .................................... 20 Special Program Logos ..............................................24 Department Identification ...................................... 25 Style Guidelines.............................................................26

The Decatur Story ....................................... 10

Protecting the City of Decatur Brand ...... 27

Brand Position ............................................... 6 Brand Promise ............................................... 8

Brand Associations ..................................... 13 Brand Names .................................................................. 13 Websites............................................................................ 13 Logo Usage and Formats .........................................14 Logo Sizing, Placement, and Clear Space ........15 What Not To Do ............................................................16 Logo Colors.....................................................................18

Our Role in Branding ................................................. 28

Resources ..................................................... 29 Image Files: Picturing the City ...............................29 File Formats: Raster vs. Vector .............................. 30 Apparel and Logo Merchandise ............................32 Tips for Working with Vendors...............................33

Quick Reference .......................................... 35

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Brand Managers Linda Harris linda.harris@decaturga.com 678-553-6512.

Catherine Lee catherine.lee@decaturga.com 678-553-6574 Casie Yoder casie.yoder@decaturga.com 678-553-6561

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Brand Philosophy

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he goal of the branding process is to build brand equity. For a private company, brand equity is the set of assets (or liabilities) linked to the brand’s name, and the symbols that add to the value of services. Brand equity is an intangible asset that can create a true company equity value many times greater than tangible assets or revenue streams. In many successful companies, brand equity is the most valuable asset they own and yet it does not live on the balance sheet. However, brand equity does become very apparent when a company is sold or when the stock value of a company is many multiples greater than earnings.

A city’s brand equity is somewhat different from that of a private sector company or nonprofit.

The city of Decatur’s brand equity reflects the values and sense of community of those who live, work and visit here. It is what people see and understand about Decatur. In many ways, brand equity is similar to a person’s image, reputation, and what he or she stands for.

It is built by an organization supporting its brand strategy over time, with the organization’s employees working together as ambassadors of the brand. Brand management requires a long-term commitment and willingness to invest in understanding the community’s behavior, perceptions, and needs, as well as market trends, pressures, and attitudes. Maintaining and growing brand equity also requires a conscious effort to manage all aspects of the brand through all city communications and activities.

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Brand Position

B

rand Position is the part of the brand identity and value proposition that is to be actively communicated to the community and that demonstrates a high-quality city. It describes what the organization does and for whom. It also includes the unique value proposition and promotes aspects of the organization that lend credibility.

Use the positioning statements or language from the Decatur Story on page 10.

25-Word Positioning Statement: The city of Decatur is a walkable, welcoming four square miles of neighborhoods, schools, places of worship and commerce just east of Atlanta.

50-Word Positioning Statement: The city of Decatur is a walkable, welcoming four square miles of neighborhoods, schools, places of worship and commerce just east of Atlanta. Our Indie-catur culture supports our locally-owned shops, restaurants and creative businesses, puts the spark in our festivals, and attracts families and visitors of all kinds.

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100+ Word Positioning Statement: The city of Decatur is a walkable, welcoming four square miles of neighborhoods, schools, places of worship and commerce just six miles east of Atlanta. Home to 20,000 residents, Decatur has an Indie-catur culture that supports our 200 locally-owned shops, galleries, service businesses and destination dining spots, and attracts families and visitors of all kinds.

Our year-round calendar of family-friendly events and festivals includes free outdoor concerts, the Decatur Arts Festival, the Decatur Beach Party, the Decatur Book Festival, and so much more.

With three MARTA train stations inside its city limits, Decatur is well connected to downtown Atlanta, Hartsfield-Jackson International Airport and the world.

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Brand Promise The city of Decatur assures a high quality of life for its residents, businesses and visitors today and in the future.

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Brand Traits/Values The 2010 Strategic Plan guides the city’s brand promise with five principles that reflect our community’s core values and beliefs: • Principle A: Manage Growth While Retaining Character Accommodate commercial and residential growth while retaining Decatur’s unique sense of place within an urban environment.

• Principle B: Encourage a Diverse and Engaged Community Protect and expand diversity among Decatur residents, businesses, and visitors while promoting an innovative, engaged and informed community.

• Principle C: Serve as Good Stewards of the Environment and Community Resources Practice fiscal, environmental, and organizational stewardship to make efficient use of finite resources through collaboration and conservation.

• Principle D: Support a Safe, Healthy, Lifelong Community Assure that housing, mobility and support services exist to provide everyone at every age a high quality of life.

• Principle E: Provide the Necessary Support within City Government to Achieve the Vision and Goals of the Community Support an innovative and creative work environment that attracts the best employees, provides them with the tools needed to perform their work and sets an expectation of exceptional public service for the community.

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The Decatur Story

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he city of Decatur is six miles east of downtown Atlanta, inside I-285. Comprising just 4.25 square miles, it has a population of about 20,000. Decatur is known as “a city of homes, schools and places of worship” and operates its own fire and police departments. The city has more than 200 mostly independent shops, restaurants, galleries, salons and other service businesses. Locals and visitors alike “Keep it Indie-catur” when shopping the walkable downtown and Oakhurst business districts.

Decatur is often considered an intown Atlanta neighborhood despite being a separate municipality. As the seat of DeKalb County, Decatur has many county administrative services located in the central business district. The city’s central location in DeKalb County and proximity to the city of Atlanta and Emory University also make it an attractive location for banking, medical, accounting and educational services. It is also the headquarters for a number of large nonprofit organizations.

The city of Decatur was first chartered as a municipality by the State of Georgia on December 10, 1823, and is named after the U.S. Naval hero Stephen Decatur. Decatur is the second oldest municipality in the Atlanta metropolitan area and shares a western border with the city of Atlanta.

The courthouse square in downtown Decatur sits on a rise of land where two Native American trails once crossed. Historically, the courthouse square served as the community gathering place. Today it continues as the heart of the community, hosting festivals and

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special events. The historic commercial district is an example of successful transit-oriented development that is connected to the surrounding traditional, historic, single-family neighborhoods by a network of sidewalks and bicycle lanes.

The city provides a full range of municipal services to support its citizens.

These services include public safety, public works, planning and zoning, sanitation, engineering, municipal court, active living, children and youth services, a municipal cemetery and community and economic development. The city also owns a 280-space parking facility and a 25,000-square-foot conference center. In addition to these traditional municipal services, the city of Decatur is committed to providing a high quality of life for its citizens and supports a volunteer program, an award-winning afterschool program and a wide variety of special events and civic engagement activities.

The city of Decatur is committed to providing a high quality of life for its citizens.

Decatur is centered on a vibrant downtown business district that is surrounded by beautiful, historic neighborhoods reflecting a variety of architectural styles. The downtown business district offers a healthy mix of office, retail, restaurant and residential uses designed to encourage walking and an active lifestyle for all ages. New buildings blend with historic commercial buildings and surround a traditional courthouse square that provides a link to the city’s history. Downtown residents in mid-rise condominiums have helped create

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a new type of neighborhood providing another housing option for empty-nesters and young professionals seeking an urban lifestyle. These residents contribute to the economic vitality of the downtown commercial district. Smaller neighborhood commercial centers scattered throughout the city also contribute to the sense of community and vibrancy of traditional, single-family neighborhoods with opportunities for residents to walk to a variety of shopping and dining options.

The city of Decatur has evolved into a vibrant, small urban municipality that values its history and enjoys sophistication and excitement.

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The city has three MARTA transit stations and multiple bus routes within its limits, providing direct transit access to downtown Atlanta and Hartsfield-Jackson International Airport.

In addition to public transit, the city supports and encourages alternative transportation options including walking, bicycling, the Clifton Corridor shuttle to Emory University and the GO60+ Shuttle for senior citizens.

Decatur’s tree-lined streets, strong sense of community, high-quality services and nationally recognized public school system continue to draw residents to the city. The city has evolved into a vibrant, small urban municipality that values its history and enjoys sophistication and excitement similar to a college town along with all the benefits of living in a major metropolitan area. This balance of urban amenities and small-town character has made Decatur an attractive option for creative business owners, entrepreneurs and individuals seeking an opportunity to reside and work in the same community.

Brand Associations Brand Names • City of Decatur • Decatur • Decatur, Ga.

• Decatur, GA • Decatur, GA USA • Decatur, Georgia

• Downtown Decatur • Indie-catur

Websites/Blogs/Apps • beactivedecatur.com • decaturfirehouse.com • decaturga.com • decaturnext.com • decaturoldhousefair.com

• decaturrestaurant-tour.com • visitdecaturgeorgia.com • decaturtax.blogspot.com • Decatur, GA – official • mlkserviceproject.com mobile app • thedecaturminute.com • visitdecaturga.com

Social Media • #decaturga • @BeActiveDecatur • @DecaturFood • @DecaturGaFire • @DecaturOldHouse

• @DowntownDecatur • pinterest.com/visitdecaturga • facebook.com/ • youtube.com/user/ decaturoldhousefair cityofdecatur • facebook.com/indiecatur • facebook.com/visitdecaturga

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Logo Usage and Formats Apparel and Logo Merchandise For information on embroidery, screenprinting and vendors for both, see page 32.

Always use the logo “lockups” shown here, meaning that the logo graphic and logotype must always be used together. The placement and proportion of the logo elements are locked down, not to be altered.

Full-color logo: Use only for print or digital display in full-color, on a light color or lightly textured background. Do not print the full-color logo in grayscale.

Outline logo: Use the logo as a black or white outline when printing in black and white, grayscale, or on a color background. A different outline color may be used when full color printing not feasible and when the black or white option does not work because of limited ink colors available. For example, when printing a single color T-shirt.

International logo: For materials that will be viewed or distributed outside of Georgia use this format with the additional “Georgia • USA” logotype to clarify the location of the city.

is

Georgia • USA

The success of the City of Decatur brand identity relies on the clarity and consistency with which it is implemented. Distorting or changing the logo reduces its legal protection and diminishes its impact.

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Logo Sizing, Placement, and Clear Space

Need a Logo Resized?

For tips and techniques, or a little help, contact Casie Yoder, casie.yoder@decaturga.com, 678-553-6561, or Catherine Lee, catherine.lee@decaturga.com, 678-553-6574.

The logotype should never be too small to read. The recommended minimum logo size is 1 in. wide.

Resize logo graphics carefully in your documents to maintain the correct proportions and avoid distortion as shown in example D on p. 16. Click on the corner “handle” and hold down the shift key as you drag the logo to the size you want. Or, be sure that the appropriate box is checked to maintain the aspect ratio if you are sizing the logo graphic to a specific width or height.

1 in.

Logo Inquiries Any organization besides the city of Decatur that wishes to use the city logo must have approval from the city commission. All inquiries about using the city logo should be sent to Linda Harris, linda.harris@decaturga.com, 678-553-6512.

The registered symbol is 75 percent of the size of the round window in the church shape. It is aligned with the top of the “r” and spaced the width of one letterstroke.

When centering the logo use the steeple as a reference point. Do not include the registered mark in the horizontal dimension of the logo.

Logo center

Maintain a “safe zone” around the logo equal to the width of the capital “C.” The registered mark is not part of that calculation.

Do not include the registration symbol for very small embroidery or imprinted items. These are the only situations where the registration symbol should be excluded.

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What Not to Do

A.

B.

C.

D.

E.

F.

G.

H.

J.

K.

L.

City of DecaturÂŽ I. 16

Our Decatur Neighborhood Association

M.

N.

O.

Never . . .

A. Alter the logo – no matter how cute or clever your idea!

J. Place the logo in a white box on top of a dark background. Use the black or white outline instead.

B. Add special effects to the logo.

K. Print the full-color logo in grayscale.

C. Rotate the logo.

L. Place the full-color logo on a busy color, pattern or photograph.

D. Stretch, skew or disort the logo.

E. Use logo with missing elements.

F. Reconfigure or change the size or placement of any logo elements.

G. Use the color logo with a white outline.

H. Alter the logo colors.

M. Use an element of the logo as part of another logo or graphic.

N. Place the logo on a color that makes one of the logo buildings disappear.

O. Use the logo graphic without the “City of Decatur®” logo type.

I. Reset the “City of Decatur®” logotype.

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Color Systems Pantone (PMS) Colors Pantone is the color matching standard for the printing industry.

Also known as the Pantone Matching System (PMS). You may hear these colors referred to as PMS colors.

CMYK Color percentages for “process� color printing. (Cyan, Magenta, Yellow, Black)

Logo Colors The City of Decatur logo uses the specific Pantone colors listed here. See the back cover for a quick reference color chart to aid in identifying and selecting colors in various formats.

Pantone 123 Pantone 485

Pantone 151 Pantone 158 Pantone 361

Pantone 265 Pantone 239 Pantone 299

Black

RGB Color system for digital onscreen display (Red, Green, Blue).

Hexadecimal Color system for website displays, expressed in combinations of six alphanumeric characters.

Printing Troubleshooting: The logo should have a clear gradation from gold to orange in the worship building. Pantone 151 is the standard orange for the middle step; however, Pantone 137 may be substituted if needed for contrast for items printed by a vendor.

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Typefaces Museo 500 Museo 500 is standard in Microsoft Office programs. This typeface is mostly used for marketing communications.

ITC Lubalin Graph Demi and Book (Logotype) Mostly used for special printed or signage projects by design professionals. Requires a paid font license to access. Rockwell, although similar, is not an acceptable substitute typeface.

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Museo 500

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Lubalin Graph Demi

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Logo Application Examples B.

A.

ENGINEERING INSPECTION REQUEST

Design, Environment & Construction

2635 Talley St. Decatur, Georgia 30030 Phone: 404-370-4104 Fax: 404-370-0691

This inspection request must be received on a regular business day by 4 p.m. the day before the requested date of inspection.

We will only perform inspections on Monday, Wednesday and Friday. Please complete all sections of this inspection request, do not include a cover sheet, and fax to 404-378-5054.

Today’s date ____________________________________ Requested date of inspection ______________________________ Job address ___________________________________________________________________________________________ ROW Permit number(s) _____________________________________________________________________________________ Contact name _________________________________________ Contact phone _________________________________ Contact email _________________________________________________________________________________________

ENGINEERING please select all applicable inspection types

DOWNTOWN DECATUR A Great American Neighborhood 2013

FIELD CONSULTATION BMP INITIAL RIGHT OF WAY INITIAL select all that apply apron (if pavers are used a Hold Harmless Agreement is needed)

dumpster

POD

street cut

other __________

ROUGH GRADING INSPECTION (Prior to installation of vegetation and impervious services) Confirmation of compliance with approved plans for: Drainage structure location and elevations (survey with as-built inverts and tops required prior to inspection) Grading and surface drainage (survey with as-built topography required prior to inspection)

FINAL WATER QUALITY/DETENTION POND/SITE GRADING (All engineering certification and as-built documents must be sent to the Engineering Department and approved prior to time of request.)

RIGHT OF WAY FINAL R.O.W. permit must be present at time of inspection. Select all that apply apron

dumpster

INSIDE:other ___________________________________________________ INS OK cut POD street PLAYBO

POOLS & PARKS

Focus

FINAL STABILIZATION All associated permits must be finalized at time of request OTHER please provide pertinent information for the engineering inspector such as location of approved plans and permits, etc.

tur City of Deca

__________________________________________________________________________________________________________ Clear zone

__________________________________________________________________________________________________________ Please note: Incomplete Inspection Requests will not be accepted. We will make every effort to perform the inspection on the requested date but cannot guarantee an inspection on the requested date.

FOR OFFICE USE ONLY

Inspection date:_____________ Minor

SA

Passed

Re-inspection

CD

Failed

None – site OK

ClosedVolume 24 • Number Written Notice

Approved/Completed

May 2014 9

Stop work Verbal

Comments _______________________________________________________________________________________________ OF

RGIA DEC ATU R, GEO

THE CITY __________________________________________________________________________________________________________ LICA TION OF OFFI CIAL PUB

__________________________________________________________________________________________________________

They’re Back!

Input ________________________________________________ Inspector ___________________________________________

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Solid Waste & Recycling Services City Holiday Schedule November 2013 through October 2014

Thanksgiving Holidays Thursday, Nov. 28 and Friday, Nov. 29, 2013 Regular services for both days will be on Wednesday, Nov. 27, before the holiday

Christmas Holidays Wednesday, Dec. 25 and Thursday, Dec. 26, 2013 Regular services for both days will be on Friday, Dec. 27 after the holiday

New Year’s Day Wednesday, Jan. 1, 2014 Collection schedules unaffected

Martin Luther King, Jr. Day Monday, Jan. 20, 2014 Regular services for Monday will be on Tuesday, Jan. 21 Services for Tuesday will be on Wednesday, Jan. 22

Presidents Day Monday, Feb. 17, 2014 Regular services for Monday will be on Tuesday, Feb. 18 Services for Tuesday will be on Wednesday, Feb. 19

Memorial Day Monday, May 26, 2014 Regular services for Monday will be on Tuesday, May 27 Services for Tuesday will be on Wednesday, May 28

Independence Day Friday, July 4, 2014 Regular services for Thursday will be on Wednesday, July 2, and services for Friday will be on Thursday, July 3

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Monday, Sept. 1, 2014 Regular services for Monday will be on Tuesday, Sept. 2, and for Tuesday will be on Wednesday, Sept. 3

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City of Decatur residents may Christmas trees at the annual “Bri Chipper” event at the Agnes Scott lot between 184 and 206 Sout Residents may drop off their tree Dec. 27, through Friday, Jan Please do not leave Christmas tree on the Agnes Scott cam

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ANNUAL REPORT 2014

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Q.

Logo Application Examples A. City department T-shirts

J. Fire department brochure

B. Forms and documents

K. Facility branding

C. Street pole banner

L. Community event T-shirts

D. Uniform apparel

M. The city’s annual report

E. Outdoor event traffic management

N. Rental brochures

F. Monthly, official community newsletter

O. Signage

G. Marketing material

P. Welcome sign

H. City vehicle with logo decal

Q. Parade banner

I. Door hangers

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Special Program Logos While not every Decatur event and program needs its own logo, certain ongoing events and programs have their own identities for marketing purposes. Most incorporate the city logo or are designed to be positioned next to the city logo. Here are a few examples:

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Department Identification

A

n important part of the City of Decatur brand is seamless delivery of superior services to our residents, businesses and visitors. Every department has a special role to play.

Some of these roles are represented by the orange and brown work clothes worn by our public works crews, the patches on fire and police uniforms, logo shirts worn by Children and Youth Services staff, and the the logo wear purchased by other city staff.

Overall, it is not necessary for each department to develop its own logo. Doing so dilutes the city brand and interrupts the consistent representation of city services. Occasionally it is helpful to identify departments specifically.

A recent example is the Touch a Budget event. Each department wore a special color with the city logo and the deparment name positioned below.

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For more details refer to the Communications Tool Box.

Style Guidelines Proper versus common names: Capitalize City of Decatur when it represents the city’s departments and administrative functions. (Proper name) Lowercase city of Decatur for all other purposes. (Common name) The “square” in downtown Decatur is a common name so do not capitalize it.

Always capitalize the “K” in “DeKalb,” a long-established proper name.

Capitalize City Commission, and capitalize titles before and after a name (Mayor Jim Baskett; Mayor Pro Tem Kecia Cunningham; Fred Boykin, Commissioner; Patti Garrett, Commissioner; and Scott Drake, Commissioner).

Capitalize department, division, board, etc. only when using the full, official, department name.

(Decatur Fire Department, City Manager’s Office)

And remember...

Omit the www prefix for websites and blogs (decaturga.com, beactivedecatur.com).

Never refer to the community bandstand as the gazebo.

It’s Clairemont Avenue within the city limits, but Clairmont (no “e”) outside.

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Protecting the City of Decatur Brand

O

ur logo is colorful and memorable. As Decatur grows in popularity and with our reputation for excellence, Decatur becomes a larger target for trademark infringement whether from “fans” or those with ill intent. It is important to protect the City of Decatur brand by not allowing unauthorized use of the city logo no matter how benign or well intentioned.

While it might seem like just a little thing if the Decatur logo occasionally turns up on private materials and websites, the rules must be applied consistently. The city risks losing its trademark protection if it does not stay on top of protecting its brand from unauthorized uses – large, small, or even sinister.

Misrepresentation of a city’s brand can have serious public safety consequences. Recently, the City of Atlanta discovered someone selling counterfeit police badges online. This clearly undermines the community’s trust in law enforcement officials and could have disastrous consequences if a criminal used a counterfeit badge to pretend to be a police officer.

Please report all misuse of the City of Decatur logo to Linda Harris, linda.harris@decaturga.com, 678-553-6512.

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Our Role in Branding

E

mployees who work at all levels of the city help establish and build our brand by following the guidelines outlined in this Brand Use and Style Guide. When creating documents such as reports, proposals, letters, training materials, forms, and presentations, be sure to use the elements and follow the guidelines provided in this guide. This will ensure that the audience (whether internal or external) immediately recognizes the City of Decatur brand.

The easiest way to ensure proper branding is to use the document templates available on DecaturNet, the employee intranet. The Main Document Library has a “Template” folder with PowerPoint templates, electronic letterhead, and other properly branded documents for quick and easy use.

Of equal importance is the image that you project to our community and visitors through attitude in every interaction. As an employee of the city, the image you project contributes greatly to the City of Decatur brand. Always keep the following in mind: • Is your appearance neat, with appropriate uniform, logo wear, or business attire?

• Are you polite and respectful with every member of the community?

• Do you obey all traffic laws while driving a vehicle with the City of Decatur logo on it, or while wearing an article of clothing with the City of Decatur logo on it?

Questions or concerns about branding, use of the city logo, or document templates? Contact Linda Harris, linda.harris@decaturga.com, 678-553-6512, or Casie Yoder, casie.yoder@decaturga. com, 678-553-6561.

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Resources Image Files: Picturing the City Please do take photos that document and highlight daily activities and special events.

Keep photo files current and up-to-date. But also hold onto older files for archiving purposes. Photos that are outdated today become tomorrow’s historic documentation.

Maintain large photo files whenever possible. Generate small ones as needed for emailing and posting on websites, but keep a set of full-size “originals.� These files will be 1MB or more in size.

Cull and sort photos. Save the best, delete any that are blurry or poorly composed and unusable. This saves time and storage resources in the long run.

Post photos on the intranet in a folder labled with the date and event name.

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File Formats: Raster vs. Vector Raster Files The most common type of raster file is a photograph. Raster file format extensions include: jpg/ jpeg, psd, png, tiff, bmp and gif.

The color detail in a raster file is measured in dpi (dots per inch). The higher the dpi, the better your image quality will be. There are two levels of resolution: 72 dpi: Low resolution, appropriate for onscreen displays. These files are small, typically 200K or less. This is the type of file used on websites. These files cannot be formatted upward to 300 dpi for use in print.

300 dpi: High resolution, appropriate for printing in brochures and magazines. These files are large, usually 1MB or more in size. They may be formatted down to 72 dpi for use on a website.

Never copy an image or logo file off of a website and provide it to a printer for an ad, T-shirt or sponsorship logo. If you need a high resolution version of an image or logo file, contact Casie Yoder, casie.yoder@decaturga.com, 678-553-6561, or Catherine Lee, catherine.lee@decaturga. com, 678-553-6574.

Vector Files A vector file creates shapes using points, lines and curves. Vector file format extensions include: eps, ai and pdf.

Infinitely Scalable: Vector files can be scaled up or down by any amount without degrading quality.

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Smaller File Size: A vector file needs only four points of data to recreate a square (versus 300 individual pixels for a high resolution raster image). This means a much smaller file size and faster processing speed.

Editability: When you open a vector file in a program like Adobe Illustrator, all of the original shapes exist separately on different layers, and this makes them easier to edit.

When To Use Which Raster files are best used for photographs, web graphics, and Microsoft Office documents.

Vector files are best for simple graphics like logos that will be used in printed materials. Vector files of the City of Decatur logo should be used when working with vendors supplying imprinted items or printed materials.

If you need help with the right files for your project, contact Casie Yoder, casie.yoder@decaturga. com, 678-553-6561, or Catherine Lee, catherine.lee@decaturga.com, 678-553-6574.

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Apparel and Logo Merchandise Embroidery In embroidery the design or logo is sewn directly into fabric. Embroidery is most often used for uniforms. The process is best used for small designs and logos. The quality (and cost) of embroidery is often determined by the total number of stitches required and the style and quality of the apparel or item.

Screen Printing or Silkscreen In screen printing the design or logo is printed onto fabric or a surface with ink. If you need to do a large full-front or full-back design on a T-shirt, screen printing is the best choice. The cost for screen printing is determined by the number of colors in the design, the number of different locations (i.e., front and back), and the style and quality of the garment or item.

When the logo is embroidered on a dark color, the logo type should be stitched in gold.

Vendors Land’s End is the official vendor for authorized embroidered logo wear. Employees purchase color embroidery wear from Land’s End. Local vendors familiar with the city logo include Carrot and Stick and Decatur Screenprint.

Some departments have longstanding relationships with vendors for their uniform needs.

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Tips for Working with Vendors Give vendors the appropriate source files they need so that they can do the best job possible for your project. Quality work is an essential part of the Decatur brand. Signs, decals, rugs, giveaway items, logo shirts – everything that visually represents the city deserves to be done with quality.

Establish deadlines that allow enough time to gather the files your vendor needs for your project. Make sure you see a proof or mockup before you sign off on the work. Review proofs carefully and make sure all of your questions are answered by the vendor.

Get a second opinion on quality, accuracy and appropriate logo usage from: Linda Harris linda.harris@decaturga.com 678-553-6512 Catherine Lee catherine.lee@decaturga.com 678-553-6574 Casie Yoder casie.yoder@decaturga.com 678-553-6561 Inspect all items when delivered to make sure the products match the proof you approved and uphold the city brand standards.

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Notes

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Quick Reference Logo formats: full color, black outline, white outline. See page 14.

Minimum logo size: One inch. See page 15.

Logo colors: See page 18 and back cover.

Typefaces: Museo, Times New Roman, Arial, and Lubalin Graph. See page 19.

File formats: For websites, Microsoft Word, and Powerpoint use jpg/jpeg, png, and gif. For printed materials and imprinted items use eps, pdf or ai logo files and high resolution jpg or tiff photo files. See page 31.

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Pantone 299 CMYK: 87/18/0/0 RGB: 0/157/221 HEX: 009DDC

Pantone 265 CMYK: 56/56/0/0 RGB: 125/119/183 HEX: 7C77B7

Pantone 123 CMYK: 0/31/94/0 RGB: 253/183/39 HEX: FDB728

Pantone 151 CMYK: 0/43/87/0 RGB: 249/161/58 HEX: F9A13A

Pantone 158 CMYK: 0/60/94/0 RGB: 245/130/43 HEX: F5822B

Pantone 361 CMYK: 76/0/91/0 RGB: 47/180/87 HEX: 30B457

Pantone 485 CMYK: 0/100/91/0 RGB: 237/28/46 HEX: ED1B2E

Pantone 239 CMYK:18/94/0/0 RGB: 202/48/146 HEX: CA2D92

BLUE

VIOLET

GOLD

ORANGE

DARK ORANGE

GREEN

RED

PINK