Grapevine Parks and Recreation Brand Guidelines 2021

Brand Guidelines & Recommendations // 1

2021

BRAND GUIDELINES AND RECOMMENDATIONS

2 // Grapevine Parks & Recreation

Brand Guidelines & Recommendations // 3

01 OUR LOGO

Grapevine Parks & Recreation is here to help people in our community live healthier, happier lives. We empower citizens to learn, discover and live life to the fullest. Together we are building a stronger community.

Our logo symbolizes exactly that – health, growth, and life. By utilizing a leaf, bold typography, and “go forth” messaging, we create excitement within our community.

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PRIMARY LOGO

The Grapevine Parks & Recreation logo should be used with proper spacing around it and should never be sized in a way where it becomes illegible. The logo can be used in our branded green, all white, or all black. The logo should never be altered outside of the brand color palette in order to retain brand consistency.

PRIMARY LOGO on light backgrounds

PRIMARY LOGO on dark backgrounds

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C L E A R S PA C E There should be clear space surrounding the logo equal to the height of our font’s ampersand, approximately 1/3 of full logo height.

MINIMUM SIZE To retain legibility, our logo should never be smaller than .75 inches in width.

.75 INCHES

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LOGO USAGE

Always ensure the logo is legible on its background color. On dark backgrounds, the all white version should be used. On light backgrounds (light greys, green, etc.) and true white, the full color option is preferred, but if necessary, all black may be used. On vivid colors, like our brand green and sky blue, the all white version is the always preferred. Never place the logo on a clashing background, and never alter the colors of the logo to fit a new swatch or color palette.

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GRAPEVINE PA R K S & R E C

d o no t stre tc h o r m o rph the lo g o

d o n o t re c re ate o r re t y p e th e l o g o

do no t c ha ng e the c o lo r s o f the lo g o

d o n o t p lac e th e l o g o o n b ac k g ro u n ds that o b stru c t v is i b i l i t y

d o no t use e ffe c t s o n the lo g o

d o n o t us e th e l o g o as an o u tl i n e

COME OUT TO

FOR A GREAT EVENT!

do no t us e th e l o g o as a p ar t o f y o u r c o p y

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02 OUR TAGLINE

By providing access to high quality parks, recreational programs, facilities, educational opportunities and social services, Grapevine Parks & Recreation enriches the lives of citizens and brings all members of the community together.

We benefit the physical, mental and social well-being of Grapevine citizens to foster healthy, fun, connected and productive lives through multiple programs, which means we needed a tagline that is just as versatile as our community.

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LEAF TAGLINE

Our tagline is simple in message, but allows for a kinetic system. This can be used to empower our community to be active and utilize their local Grapevine parks, programs and services: “Go Grapevine.� When using our core tagline, only utilize our brand green, white, or black. Alternative taglines can be used if pushing a specific program or service within our department and may utilize our secondary color palette.

d o n o t us e c o l o r s o u t s i d e o f p a l e tte

o n l y us e o n e ac t i o n wo rd f ro m o u r s e l e c te d l ist

d o n o t us e mu l t i p l e c o l o r s i n o n e t agl i n e a p p ro a ch

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TYPE-ONLY TAGLINE

When a vertical version of our tagline is more appropriate (or a simpler treatment is needed), our type-only tagline is ideal. Much like our leaf tagline, this should always be used in our brand green when it says “Go Grapevine.” The tagline can consist of “Go” and other activity or aspirational words may be used within the brand. Some examples can be found below.

ACTION & ASPIRATIONAL WORDS

CAMPING

JOIN

PA D D L E

ADVENTURE

HIKING

CONNECT

BIKING

LIVE

SWIMMING

GROW

RIDE

GROW

FISHING

LEARN

ENJOY

WONDER

HELP

WORKOUT

RELAX

HELP

VOLUNTEER

RUN

PICNIC

SHARE

COMPETE

WA L K

P L AY

REGISTER

PERFORM

K AYA K I N G

LEARN

ACHIEVE

P L AY

SAILING

DISCOVER

EXERCISE

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03

COLOR & TYPOGRAPHY

Our color palette and typography are two of the most important visual components to our style. Proper implementation of these elements will distinguish Grapevine Parks & Recreation marketing collateral from those of our competitors by conveying a look that is easily recognizable and uniform throughout all pieces. When g raphic elements such as logo, typefaces, colors and photography are coordinated in a consistent manner, marketing materials will convey a unified image and enhance the organization’s ability to communicate effectively with its t arget audiences.

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PRIMARY COLOR PALETTE COLOR & PROPORTIONS Our color palette is bright and cheerful, but avoids feeling elementary or childish through the use of slightly desaturated tones. We use large blocks of color and ample white space to create a feeling of boldness and creativity.

When utilizing our palette, it’s important to not use each color in equal proportions to maintain a sense of calmness. A example of maintaining optimal color proportion is shown below in the color bar.

BRAND GREEN & SECONDARY COLORS // CMYK & WEB

BRAND GREEN #799a3d C: 58 M: 22 Y: 100 K: 4

R: 121 G: 155 B: 62

SKY BLUE #71b0c8 C: 55 M: 16 Y: 15 K: 0

R: 114 G: 177 B: 200

TEAL #58b6b3 C: 63 M: 7 Y: 33 K: 0

R: 89 G: 183 B: 179

EGGPL ANT #6c3a5d

CLEMENTINE #e28331

SUNRISE #eaa820

C: 56 M: 84 Y: 39 K: 24

C: 9 M: 57 Y: 93 K: 0

C: 7 M: 36 Y: 100 K: 0

R: 109 G: 59 B: 93

R: 227 G: 132 B: 49

R: 235 G: 169 B: 33

NEUTRALS // CMYK & WEB

P O TATO #beb275 C: 28 M: 24 Y: 64 K: 0

R: 190 G: 179 B: 118

WA R M G R E Y #978b86 C: 42 M: 41 Y: 42 K: 4

R: 151 G: 139 B: 135

C M Y K : Cyan, Magenta, Yellow, Black. This is used for print purposes.

R G B : Red, Green, Blue. This is used for web purposes.

PEW TER #7e868c C: 54 M: 41 Y: 38 K: 4

R: 126 G: 134 B: 140

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PANTONE MATCHES

BRAND GREEN 377C

SKY BLUE

TEAL

EGGPL ANT

CLEMENTINE

7458C

7472C

5125C

7413C

SUNRISE

P O TATO

WA R M G R E Y

PEW TER

124C

617C

408C

430C

WHEN TO USE PANTONE PMS stands for Pantone Matching System colors. There can be so much variation in color using CMYK that Pantone set out to create a system that allowed for consistent color. This way a designer can create a print piece that will print consistently from job to job and printer to printer. There can be a substantial price difference between both options and you’ll want to adhere to your company/organizations branding guidelines. If accuracy in color is important and a piece only has a few colors (for example, business cards), Pantone matching sysytem may be the better option.

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TYPOGRAPHY Our typography feels modern, utilizing Knockout, a sans-serif typeface that exists in 16 weights and versions.

An assortment is listed below. These should be used wisely, and always aim to be as legible as possible, while creating a clear hierarchy. When needed, an additional sans-serif can be brought in (Acumin) that isn’t quite as condensed or detailed for large blocks of copy at small sizes. Typography utilizes ample white space for a modern feel.

KNOCKOUT B A N TA M W E I G H T (ALL VERSIONS)

Headlines & Titles

KNOCKOUT W E LT E R W E I G H T (ALL VERSIONS)

Subtitles & Accents

KNOCKOUT MIDDLE WEIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*() ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*() ABCDEFGHIJKLMNOPQRSTUVWXYZ

(ALL VERSIONS)

abcdefghijklmnopqrstuvwxyz

Copy

0123456789!@#$%^&*()

KNOCKOUT

ABCDEFGHIJKLMNOPQRSTUVWXYZ

CRUISER WEIGHT (ALL VERSIONS)

abcdefghijklmnopqrstuvwxyz

Large Accents

0123456789!@#$%^&*()

ACUMIN

ABCDEFGHIJKLMNOPQRSTUVWXYZ

PRO LIGHT

Large blocks of small copy

abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()

ALONG WITH OTHER WEIGHTS OF THE SAME TYPEFACES

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TYPOGRAPHY USAGE

KNOCKOUT BANTAM WEIGHT

MAKING OUR COMMUNITY A HEALTHIER, HAPPIER PLACE. By providing access to high quality parks, recreational programs,

ACUMIN PRO LIGHT & KNOCKOUT CRUISER WEIGHT

facilities, educational opportunities and social services, Grapevine Parks & Recreation enriches the lives of citizens and brings all members of the community together.

READ MORE

KNOCKOUT JUNIOR WELTER WEIGHT

KNCKOUT BANTAMWEIGHT & KNOCKOUT JUNIOR MIDDLEWEIGHT

KNOCKOUT ULTIMATE CRUISER WEIGHT & KNOCKOUT JUNIOR WELTER WEIGHT

When you discover more, you become more. When there’s more to do, there’s more to you.

2018 01 // 02 // 03 //

Our parks and lakes, first class facilities, and unique programs empower Grapevine citizens to learn, discover and live life to the fullest.

GO DISCOVER NEW TRAILS

GO EXPLORE NEW PLACES

GO LEARN NEW THINGS

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04

BRAND ELEMENTS & TREATMENTS

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BRAND ELEMENTS & TREATMENTS

COLOR OVERLAY BRAND TREATMENT

ICONOGRAPHY BRAND ELEMENTS

PHOTOGRAPHY IN TYPOGRAPHY BRAND TREATMENT

SIMPLE GRIDS BRAND ELEMENTS

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05

BRAND VOICE // SOCIAL MEDIA GUIDE

We utilize on social media as an open forum of communication with our community.

Including everything from new class offerings to construction updates, we aim to be transparent and responsive. It’s important that our social media presence is consistent with our longterm goals and is always viewed as a friendly and informative voice within the community.

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THE PERFECT TONE OUR BRAND IS:

OUR BRAND NEVER:

OUR BRAND EXUDES:

E M PAT H E T I C

HARSH

VIBRANCY

POSITIVE

DRY

HAPPINESS

F R I E N D LY

C O R P O R AT E

B E I N G H E A LT H Y & A C T I V E

TRUST WORTHY

RIGID

S TAY I N G L O C A L

HELPFUL

UNRESPONSIVE

STRENGTH

SUPPORTIVE

CARELESS

COMMUNIT Y

FUN

PRE TENTIOUS

CONNECTION

INSPIRING

CASUAL OR CALLOUS

SIMPLICIT Y

RESPECTFUL

HOLIER THAN THOU

HUMANIT Y

AUTHENTIC

SAPPY

E M PAT H Y

I N F O R M AT I V E

SAD

T R A N S PA R E N C Y

A HELPFUL REMINDER:

EMPATHY FIRST

Always show empathy first, so our citizens know that we care about their needs and how they feel.

RESPONSE SECOND Addressing their concern, need or want, etc. We want our citizens to know they are heard and that we truly care.

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THE KEY TO HAVING A CLEAR VOICE BE CONSISTENT We want our citizens to know that they can count on Grapevine Parks & Recreation to be helpful, friendly, and well, just plain human. This means we are consistent across all platforms, bringing life to our communication efforts.

HASHTAGS Hashtags are important for creating a mini-community within our social media presence. They allow our citizens to share their experiences directly with their friends and followers and directly with us. Our hashtags resemble our tagline, maintaining consistency in message. An alternative tagline used as a hashtag should always accompany our #GoGrapevine tag.

#GoGrapevine #GoSwim #GoAchieve #GoDiscover, etc.

MARKETING STRATEGY We focus on the following factors for content, graphics, and communication for our social media strategy.

CONVERSATION & ENGAGEMENT ENCOURAGING & MOTIVATIONAL CONTENT USE OF BRANDING OPPORTUNITY ONGOING ANALYSIS SOCIAL INTELLIGENCE & USE OF TOOLS

OUR SOCIAL CHANNELS /GoGrapevineTX https://www.facebook.com/GoGrapevineTx/

@GoGrapevine https://www.instagram.com/gograpevine/

@GoGrapevine https://twitter.com/gograpevine

LIST OF COMMON HASHTAGS #GoGrapevine

# G o Vo l u n t e e r

#GoAchieve

#GoExplore

#GoPlay

#GoGrow

#GoSwim

#GoLearn

#GoDiscover

#GoLive

# G oWo r ko u t

#GoOutdoors

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06

CLOTHING & APPAREL GUIDELINES

Our logo can live beautifully on clothing and apparel, when used properly. The following guidelines will ensure that the proper placement and print methods allow our brand to be best represented when worn out into the world.

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ACCEPTABLE LOGOS ON BRANDED APPAREL OUR CORE BRAND Referring back to our core logo guidelines, it’s important we only utilize our core brand in our branded green, white, shades of grey, and black. This means we ensure any apparel our logo lives on should use a version of the logo that is legible.

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BUTTON-UP SHIRTS PRINT PROCESS Due to the solid nature of our logo, the typography reads best when printed using a heat press printing process.

Button-ups should utilize this process, rather than embroidery.

COLOR USAGE Vibrant apparel colors, such as green, blue, and purple can be printed with our white logo, while neutrals like white and light tan can use our green logo. Medium toned shirts (such as a medium grey) use either the white or black logo, depending on what is most legible from afar. Dark shirts (such as black and dark navy) may use our white logo. Color matching logos to the color of the existing logo (ex: Columbia logo, Under Amour logo) can also be helpful if having difficulty choosing a logo color.

PLACEMENT & SIZING Logos should be placed above the breast pocket area in a size that feels professional. The left chest area is preferred. If another logo is in place, you may place our logo above the opposite breast pocket area. Although the front of the shirt is preferred to allow for the logo to have prominent placement, you may brand the shirt on sleeves, and back of neck. The recommended max size for our logo is no greater than 3 inches in width.

PLACEMENT OPTIONS

Front of shirt, left-chest placement

Front of shirt, right-chest placement

•

left chest

•

right chest

•

sleeves

•

back of neck

Front of shirt, right-chest placement

Sleeve placement

Back of neck placement

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POLOS PRINT PROCESS Due to the solid nature of our logo, the typography reads best when printed using a heat press printing process.

Polos should utilize this process, rather than embroidery.

COLOR USAGE Vibrant apparel colors, such as green, blue, and purple can be printed with our white logo, while neutrals like white and light tan can use our green logo. Medium toned shirts (such as a medium grey) use either the white or black logo, depending on what is most legible from afar. Dark shirts (such as black and dark navy) may use our white logo. Color matching logos to the color of the existing logo (ex: Columbia logo, Under Amour logo) can also be helpful if having difficulty choosing a logo color.

PLACEMENT & SIZING Logos should be placed above the breast pocket area in a size that feels professional. The left chest area is preferred. If another logo is in place, you may place our logo above the opposite breast pocket area. Although the front of the shirt is preferred to allow for the logo to have prominent placement, you may brand the shirt on sleeves, and back of neck. The recommended max size for our logo is no greater than 3 inches in width.

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HATS PRINT PROCESS Due to the solid nature of our logo, the typography reads best when printed using a heat press printing process.

However, many hats are not able to be printed with this process due to the thick canvas material. In this instance, embroidery may be used.

COLOR USAGE Vibrant colors, such as green, blue, and purple can be printed with our white logo, while neutrals like white and light tan can use our green logo. Dark-colored hats (such as black and dark navy) may use our white logo. Color matching logos to the color of the existing logo (ex: Columbia logo, Under Amour logo) can also be helpful if having difficulty choosing a logo color.

PLACEMENT Logos should be placed centered on the front of the hat, side of the hat, or back of hat.

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T-SHIRTS PRINT PROCESS Depending on the material of the fabric, T-Shirts should utilize either a screen printing process or heat press process, rather than embroidery.

COLOR USAGE Vibrant apparel colors, such as green, blue, and purple can be printed with our white logo, while neutrals like white and light tan can use our green logo. Medium toned shirts (such as a medium grey) use either the white or black logo, depending on what is most legible from afar. Dark shirts (such as black and dark navy) may use our white logo.

PLACEMENT T-shirts are naturally more casual, so logo placement may be more creative. Logos can be large and centered, over the left breast pocket area, or placed on the back of the neck.

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OTHER APPAREL

A B C

THICK MATERIALS On thicker appareal, such as jackets and coats, heat press may not be an option. In this instance, the logo may be embroidered.

EVENT T-SHIRTS & APPAREL For special events, commemorative t-shirts may break the mold from these guidelines.

Event apparel should match the approved color scheme and design of the event.

However, our logo should not be altered to fit the theme of the event.

OFF-BRAND COLORED APPAREL It’s understood that colors offered in apparel will not match our brand colors 100%.

However, they should still feel like they live within the realm of our overall branding. For instance, a neon yellow t-shirt would not be ideal, unless used for a specific special event that includes that shade of yellow.

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07

SIGNAGE GUIDELINES

Branded signage is a common touchpoint our residents and patrons experience with Grapevine Parks & Recreation branding. Because of this, we should be positive we’re presenting ourselves in a consistent, cohesive, and professional manner.

The following guidelines will ensure color palette, spacing, and information is all presented properly to showcase our brand.

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GENERAL SIGNAGE RULES

A B

LOGO USAGE Our logo should always be visible on signage – it’s important for our brand to be recognizable and affiliated with what we are promoting.

INFORMATION FORWARD We are all about sharing information. Signage should include where to find more information – such as our website, administration phone number (817.410.3122) or The REC of Grapevine phone number (817.410.3450).

COLOR PALETTE ON BRAND For general Parks & Recreation signage, the only colors that should be used exist in our brand color palette found earlier in this guidelines document. It’s important to use these colors with great contrast so they can be read easily and seen from afar – a great guideline is to only use one-three colors on any given sign. A great example of this can be seen below, with our logo in brand green and additional colors existing one at a time on each sign.

GENERAL POLE BANNERS Non-seasonal street light banners are small real estate that are used simply to create brand awareness. Informational links may not be necessary, as shown in the examples below.

N O T E : Great use of brand color palette – using the full palette but in a professional way, with only one color on each sign.

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PARK & WAYFINDING SIGNAGE For main Parks & Recreation signage, the Marketing Manager or Capital Improvement Project Manager should design and work with designated vendor to get produced. These signs represent the City of Grapevine as well as the Grapevine Parks and Recreation Department, therefore, they are co-branded. These signs serve the pubic with information and are important to the parks system. Below are some examples from the approved sign design guidelines.

Wayfinding Signage

Neighborhood Park Signage

Park Regulations Signage

EXCEPTIONS EVENT SIGNAGE The only exception to some of the guidelines are when working on event signage. In this instance, signage should match the approved color scheme and design of the event. Any informational links would relate to the event itself, whether that be a website or phone number for more information. The Grapevine Parks & Recreation logo should always be present.

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SIGNAGE SPACING CLEAR SPACE ALONG EDGES Our brand should always portray itself as professionally as possible. Using clear space properly on signage is one way to do so. Logos and words should never be too close to the edge, as they make a sign appear cramped and poorly designed. Allowing elements to appear close to the edge also creates visual tension. The tips below and to the right should help give you guidance.

18 INCHES

YARD SIGN

1 .5”

1.5” 24 INCHES

1.5 INCH BORDER Words and logos should never be closer to the border than 1.5 inches on yard signs.

This ensures they are legible and feel professional.

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POLE SIGN

36 INCHES

18 INCHES

2 INCH BORDER Words and logos should never be closer to the border than 2 inches on pole signs. This ensures they are legible and feel professional.

2”

2”

BANNER SIGNS 4”

4” Words and logos should never be closer to the border than 4 inches on banner signs. This ensures they are legible and feel professional.

4 FEET

4 INCH BORDER

6 FEET

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Brand Guidelines & Recommendations // 39

08

FLYER & POSTER GUIDELINES

Branded signage is a common touchpoint our residents and patrons experience with Grapevine Parks & Recreation branding. Because of this, we should be positive we’re presenting ourselves in a consistent, cohesive, and professional manner.

The following guidelines will ensure color palette, spacing, and information is all presented properly to showcase our brand.

40 // Grapevine Parks & Recreation

GENERAL GUIDELINES

A B C D

LOGO USAGE Our logo should always be visible on flyers and posters– it’s important for our brand to be recognizable and affiliated with what we’re promoting.

INFORMATION FORWARD We are all about sharing information. The flyer or poster should include where to find more information – such as our website, administration phone number (817.410.3122) or The REC of Grapevine phone number (817.410.3450).

KEEP IT SIMPLE The simpler you can keep the design and message of your flyer or poster, the better. Someone should be able to know the organization name, the key message, and the call to action in 3-5 seconds. White space is your friend.

IMAGERY Nothing makes or breaks a design like image quality and composition. A perfect flyer or poster design has a high-quality image that relates to the information on the page. The image needs to be easy to digest and understand at a glance and help the user connect to the elements in the design. The image should be of something a person should expect from what the flyer or poster is showcasing. If possible, use imagery from our inventory rather than stock photography.

E

FULL BLEED VS BORDER DESIGN Not all projects have the elements or graphics (or budget) to justify full bleed. However when possible, opt for a full bleed design. Full bleed designs have a more polished look and feel. (Full bleed means that the design goes all the way to the edge of printed paper without any border.) A design that has this borderless look often stands out from designs that look more like office copies.

Brand Guidelines & Recommendations // 41

COLOR PALETTE ON BRAND For general Parks & Recreation flyers and posters, the only colors that should be used exist in our brand color palette. It’s important to use these colors in a professional manner – a great guideline is to only use up to three non-neutral colors on any given piece.

FLYER EXAMPLES Below are some examples of flyers that meet the brand guidelines of the Department.

WHERE HEALTH MEETS COMMUNITY.

Grapevine Baseball Softball (GBS) provides quality baseball and softball programs for boys and girls ages 3-18 in and around the Grapevine community. We have been offering youth baseball and softball to the residents of Grapevine and nearby cities for nearly 40 years. We’ve had the honor of helping thousands of kids be active while teaching them this game that we love.

MONTHLY FAMILY RATE AS LOW AS

7,000+ SQUARE FEET OF

$4.38 PER PERSON* FITNESS SPACE *ANNUAL FAMILY PASS - FAMILY OF 6.

We believe in a healthy community.

FOR MEMBERSHIP & CLASSES

Baseball and softball leagues play throughout the year, so get involved today and sign up for FALL 2020 season at www.GoGrapevine.com/GBS.

Registration late fee applies after August 1, 2020.

Grapevine’s parks, first class facilities, and unique programs empower you to Go Discover, Go Volunteer, and Go Play!

For more information and pricing, visit GoGrapevine.com/GBS

EXCEPTIONS EVENT FLYERS & POSTERS The only exception to some of the guidelines is when working on event flyers and posters. In this instance, flyers and posters should match the approved color scheme and design of the event. Any informational links would relate to the event itself, whether that be a website or phone number for more information. Grapevine Parks and Recreation logo should be present.

42 // Grapevine Parks & Recreation

FLYER SPACING

3/4�

3/4�

11 INCHES

0.75 INCH BORDER Words and logos should never be closer to the border than 3/4 inch on letter-sized flyers. This ensures they are legible and feel professional.

8.5 INCHES

OTHER SIZES PRINT COLLATERAL For other sizes of flyers, use your best judgement for spacing around the edge of the page. We never want text to feel cramped or logos to feel like an afterthought on our print collateral. This means giving adequate spacing around the edge. Photos and color fields may bleed over this faux border to fill the space closest to the border.

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POSTER SPACING

1/2�

1/2�

0.75 INCH BORDER 17 INCHES

Words and logos should never be closer to the border than 3/4 inch on tabloid-sized posters.

This ensures they are legible and feel professional.

11 INCHES

OTHER SIZES PRINT COLLATERAL For other sizes of posters, use your best judgement for spacing around the edge of the page. We never want text to feel cramped or logos to feel like an afterthought on our print collateral. This means giving adequate spacing around the edge. Photos and color fields may bleed over this faux border to fill the space closest to the border.

44 // Grapevine Parks & Recreation