GPARD Brand Guidelines 2023

Brand Guidelines & Recommendations // 1

2023

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.

LO G O

Brand Guidelines & Recommendations // 5

LO G O

4 // Grapevine Parks & Recreation

PRIMARY LOGO

The Grapevine Parks & Recreation logo should be used with proper spacing around it and should never

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

be sized in a way where it becomes illegible. The logo can be used in our branded green, all white, all black or all gray. The logo should never be altered outside of the brand color palette in order to retain brand consistency. Never stretch the logo to fit a space.

Keep the logo true to what you see on the left.

The Grapevine Parks & Recreation logo can be found on the O Drive under PARD Marketing in the folder labeled GPARD Branding. All logos are located there for public use. Please copy the logos to your desktop so the logos can be used by others. DO NOT DELETE LOGOS FROM THIS FOLDER. If the logo is used, have the Marketing Manager approve the imagery before public consumption.

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

.75 INCHES

PRIMARY LOGO on light backgrounds

PRIMARY LOGO on dark backgrounds

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LOGO USAGE

LO G O

LO G O

6 // Grapevine Parks & Recreation

Always ensure the logo is legible on its background color. On dark backgrounds, the all white version

GRAPEVINE PA R K S & R E C

should be used. On light backgrounds (light grays, 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 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.

d o n o t str e tch o r m o r p h th e l o g o

d o n o t r e cr e ate or retype the logo

d o n o t ch a n g e th e co l o r s o f th e l o g o

d o n o t place the logo on b a ckg r o u n d s that obstruct visibility

d o n o t u se e ffe cts o n th e l o g o

d o n o t u se the logo as an outline

COME OUT TO

FOR A GREAT EVENT!

d o n o t u se th e l o g o a s a p a r t o f yo u r co p y

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Brand Guidelines & Recommendations // 9

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

TAG LI NE

TAG LI NE

10 // Grapevine Parks & Recreation

TYPE-ONLY TAGLINE

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.

Some places this can be used is on t-shirt designs, vehicles, print and more. Here are some examples to help:

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. Follow the same guidelines for this logo as stated on page 6.

WRITING There are specific guidelines on how we write out our name in text. Grapevine Parks & Recreation written as a proper noun should always include the &. The REC of Grapevine should always have the letters R (Recreation) E (Education) C (Community) capitalized as it is an acronym as well as the T in The. For the aquatics center inside The REC the If you need our tagline, you can find it on the O Drive under PARD Marketing in the GPARD Branding folder. If you need the following taglines below, please get with the Marketing Manager and they will create one.

proper name for that is The REC Aquatic Center. When writing out the website always capitalize the start of each word: GoGrapevine.com or GoGrapevine.com/TheREC and so on.

AC T I O N & A S P I R AT I O N A L W O R D S F O R L O G O S O N L E F T

d o n o t us e c o l o r s o u t s i d e o f p al 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 ag l i n e a p p ro a ch

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 graphic 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 target audiences.

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Brand Guidelines & Recommendations // 15

PRIMARY COLOR PALETTE PANTONE MATCHES

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

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

TEAL #58b6b3

R: 114 G: 177 B: 200

C: 63 M: 7 Y: 33 K: 0

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: 227 G: 132 B: 49

SKY BLUE

TEAL

EGGPLANT

CLEMENTINE

7458C

7472C

5125C

7413C

SUNRISE

P O TAT O

WA R M G R E Y

PEWTER

124C

617C

408C

430C

R: 89 G: 183 B: 179

EGGPLANT #6c3a5d R: 109 G: 59 B: 93

BRAND GREEN 377C

R: 235 G: 169 B: 33

NEUTRALS // CMYK & WEB

P O TAT O #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

PEWTER #7e868c

R: 151 G: 139 B: 135

C: 54 M: 41 Y: 38 K: 4

R: 126 G: 134 B: 140

This color is used for large blocks of text, instead of black for flyers and other graphic needs.

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

When you export a file for print or web. Please keep these things in mind. You want to ALWAYS use CMYK colors for print and RGB for Web or Email.

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.

piece only has a few colors (for example, business cards), Pantone matching system may be the better option.

COLOR & T YP E

COLOR & T YP E

calmness. A example of maintaining optimal color proportion is shown below in the color bar.

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TYPOGRAPHY

TYPOGRAPHY USAGE

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 (Arial) 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

COLOR & T YP E

BANTAM WEIGHT

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

Headlines & Titles Logo Font

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

By providing access to high quality parks, recreational programs, ARIAL REGULAR & KNOCKOUT CRUISER

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

Subtitles & Accents

KNOCKOUT MIDDLE WEIGHT

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

(ALL VERSIONS)

abcdefghijklmnopqrstuvwxyz

Copy

0123456789!@#$%^&*()

KNOCKOUT

ABCDEFGHIJKLMNOPQRSTUVWXYZ

CRUISER WEIGHT (ALL VERSIONS)

abcdefghijklmnopqrstuvwxyz

Large Accents

0123456789!@#$%^&*()

ARIAL

ABCDEFGHIJKLMNOPQRSTUVWXYZ

REGULAR

Large blocks of small copy

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

WEIGHT

KNOCKOUT JUNIOR WELTER WEIGHT

KNCKOUT BANTAMWEIGHT & KNOCKOUT JUNIOR

KNOCKOUT ULTIMATE CRUISER WEIGHT & KNOCKOUT JUNIOR

The above Knockout fonts should be loaded on your virtual machines. If they are not, submit a ticket for IT through the loop, to load them onto your computer. If you are needing to load the Knockout font for Canva or other uses, you can find the fonts on the O Drive under PARD Marketing in the GPARD Branding folder.

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

READ MORE

MIDDLEWEIGHT

NOTE: This font has been changed from Acumin Pro to Arial as this font is available to all employees. Don’t worry if you already have things with Acumin Pro, we can change it from here on out.

MAKING OUR COMMUNITY A HEALTHIER, HAPPIER PLACE.

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

COLO R & T YP E

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

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BRAND ELEMENTS & TREATMENTS

COLOR OVERLAY BRAND TREATMENT (See page 23 for the color overlays choices for each division.)

CAMPAIGNS BRAND ELEMENTS

BRAND ELEMENTS

PHOTOGRAPHY IN TYPOGRAPHY BRAND TREATMENT (This is something created by marketing division.)

04

BRAND ELEMENTS & TREATMENTS

Brand elements are the distinctive components that form the visual

SIMPLE GRIDS

and verbal identity of a brand. They are the building blocks that help

BRAND ELEMENTS

consumers identify and differentiate a brand from its competitors.

Brand elements can be divided into broad categories including visual elements and verbal elements.

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05

BRAND VOICE // SOCIAL MEDIA GUIDE

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

We include everything from new class offerings to construction updates, we aim to be transparent and responsive. We want to showcase our community and partners by sharing pictures and videos from recent events/programs or re-sharing their content. We aim to partner with approved social media influencers to continue to spread our reach, so that everyone can stay informed. 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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Brand Guidelines & Recommendations // 23

THE KEY TO HAVING A CLEAR VOICE

A HELPFUL REMINDER WHEN RESPONDING TO COMMENTS:

EMPATHY FIRST

BE CONVERSATIONAL We want our citizens to feel like they could hold a conversation with us, but get the information they need. We want to catch their attention and make them excited about everything we post.

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

R ESP ONSE SECOND

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

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.

SOCIAL MEDIA CHECKLIST

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.

SOCIAL ME DIA

SOCIAL M E DIA

#GoGrapevine #GrapevineTX #ChristmasCapitalofTexas etc.

THE PERFECT TONE OUR BRAND IS:

OUR BRAND IS 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

TRUSTWORTHY

RIGID

S TAY I N G L O C A L

HELPFUL

UNRESPONSIVE

STRENGTH

SUPPORTIVE

CARELESS

COMMUNITY

FUN

PRETENTIOUS

CONNECTION

INSPIRING

CASUAL OR CALLOUS

SIMPLICITY

RESPECTFUL

HOLIER THAN THOU

HUMANITY

COLORS FOR SOCIAL MEDIA

AUTHENTIC

SAPPY

E M PAT H Y

The marketing team has decided to use certain colors per division when making graphics so there is a theme every

I N F O R M AT I V E

SAD

T R A N S PA R E N C Y

time people see each divisions posts. This way patrons can associate a color per division.

CLEMENTINE: Athletics

SKY BLUE: Aquatics

EGGPLANT: The REC

GREEN: Lake Parks, Parks & KGVB

TEAL: Events

SUNRISE: Club All-Access &

Active Adults

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Brand Guidelines & Recommendations // 25

JOTFORM SINGLE AND MULTIPLE POST FORMATTING GENERAL BEST PRACTICES FOR SUBMISSIONS

MULTI-POST FORMATTING EXAMPLE

● Account for 10 business day turnaround for social media requests.

● Sample event: Mother Daughter Tea

● Dates requested are subject to marketing team discretion based on existing content, cadence and event priority. With more

● A few key points to notice:

social media being used, we are trying to make sure all posts are seen and not buried. If there is a specific reason

○ Use the template word document provided to write your multiple posts.

you need to have a post on a specific date, use the additional notes section of the jotform to explain.

○ Put suggested date and what post number as a heading above write-up.

● The marketing team may not post all your multiple posts if we are seeing that some of the posts are performing better than others, based on the insights of each post. ● Please provide an image with all posts. If you do not have an image, let us know what you would like in the additional notes

○ Write out a complete post each time, including hashtags as well. #GoGrapevine #GrapevineTX ○ When writing multiple posts, it’s important you change up the verbiage to help it stand out each time. ○ When picking out pictures, rename the picture you want with each post. You can request more

section.

than one image in a post. See how they are labeled below. (Ideally we’d have a single image or 3-5

● Avoid text-heavy graphics as they do not perform as well as pictures do on mobile devices.

images in the same post).

SINGLE POST FORMATTING EXAMPLE ● A few key points to notice: ○ Including the full event/program name, date and time in the caption (in addition to the post details ○ If requesting the same post more than once, include multiple preferred dates. ○ Emojis: We share emojis in all of our content, if you have any specific requests, please include them. ○ Web addresses: These work great on Facebook and Twitter but do not work for Instagram. We will shorten a web address for Facebook and we may change your write-up for Instagram to encourage users to look at our bio for the link.

SOCIAL M E DIA

SOCIAL ME DIA

at the top of the form) helps for clarity by channel.

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Brand Guidelines & Recommendations // 27

IMAGE LAYOUTS FOR SOCIAL MEDIA GENERAL BEST PRACTICES FOR MULTIPLE PICTURE SUBMISSIONS

STORIES FOR FACEBOOK AND INSTAGRAM

● Facebook automatically selects the layout for how images are displayed based on the number of images, the order they

We have the option for you to submit for Instagram and Facebook Stories. Remember stories only last 24 hours. It is best

are uploaded, and the orientation. If multiple images are submitted, we may need to crop to improve display in our

practices to submit a vertical photo so it will fill the entire screen. If all you have is a horizontal picture that is fine as well.

community members’ feeds. As a general rule, 3-5 images are great for facebook’s algorithm.

Stories are great for including links directly to a program/event since Instagram doesn’t allow for links in their normal posts.

● Instagram allows 1-10 images each carousel but they must be cropped to square.Make sure when you send in photos that heads aren’t too close to the top and more in the center, so Instagram won’t cut off heads. If you want to edit your photos, make them 1080 x1080 px for Instagram. Canva has an Instagram template you can use for exporting as well.

SOCIAL M E DIA

SOCIAL M E DIA

● See below for a good example of a Facebook post with 4 images .

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

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

@GoGrapevine https://twitter.com/gograpevine

COMMON EMOJIS

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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.

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 gray, 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 gray) 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 or gray 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. You can use shirts that are not our brand colors, marketing needs to approve.

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

Front of shirt, right-chest placement

Sleeve placement

•

left chest

•

right chest

•

sleeves

•

back of neck

Back of neck placement

C LOTHI NG

C LOTHI NG

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Brand Guidelines & Recommendations // 33

POLOS

HATS

PRINT PROCESS

PRINT PROCESS

Due to the solid nature of our logo, the typography reads best when printed using a heat press printing

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.

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 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 gray) 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 or gray 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.

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 & SIZING Logos should be placed above the breast pocket area in a size that feels professional. The left chest area is

PLACEMENT

preferred. If another logo is in place, you may place our logo above the opposite breast pocket area. Although

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

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.

C LOTHI NG

C LOTHI NG

32 // Grapevine Parks & Recreation

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 gray) 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.

Brand Guidelines & Recommendations // 35

OTHER APPAREL

A B C

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

EVENT/CAMP T-SHIRTS & APPAREL For special events, camps, or 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, camp or commemorative t-shirts that includes that shade of yellow.

THE REC POS CLOTHING FOR SALE It is not necessary to stick within our full brand guidelines for POS area of The REC. You can include our logo on t-shirts, sweatshirts, and hats, but is not necessary. Our POS should still represent our department in a positive light. We need to keep it community based. We can include things about the lake, Grapevine, and Texas. The Marketing Manager must be involved in the final design to make sure it is a positive representation of the department.

C LOTHI NG

C LOTHI NG

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Brand Guidelines & Recommendations // 37

07

SIGNAGE GUIDELINES

Branded signage is a common touch point 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.

Brand Guidelines & Recommendations // 39

GENERAL SIGNAGE RULES

PARK & WAYFINDING SIGNAGE

A B

For main Parks & Recreation signage, the Marketing Manager or Planning Manager should design and work with

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.

designated vendor to get produced. These signs represent the City of Grapevine as well as Grapevine Parks & 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.

INFORMATION We are all about sharing information. Signage should include where to find more information – such as our website GoGrapevine.com (never put www. or https when writing out our website), administration phone number (817.410.3122) or The REC of Grapevine phone number (817.410.3450). It is not necessary to add a phone number, but VERY important to add the website/webpage. Keep in mind you can make the sign interactive by adding in a QR code to the website to find more information.

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. It’s important to use these colors with great contrast so they can be read easily and seen from

Wayfinding Signage

Neighborhood Park Signage

Dove Waterpark Signage

Park Regulations Signage

afar. Only use one-three colors on any given sign. A great example of this can be seen below.

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.

A great use of brand color palette – using the full palette but in a professional way, with only one color on each sign.

Park Regulations Signage

SI GNAGE

SI GNAGE

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Brand Guidelines & Recommendations // 41

EXCEPTIONS

POLE SIGN

EVENT SIGNAGE

18 INCHES

Exceptions to brand guidelines may be made when working on event signage. In this instance, signage should match

SI GNAGE

shorten the url’s as well. The Grapevine Parks & Recreation logo should always be present on the main poster.

SIGNAGE SPACING CLEAR SPACE ALONG EDGES 36 INCHES

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.

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”

YARD SIGN

2”

BANNER SIGNS 18 INCHES

4”

6 FEET

4” 4 INCH BORDER Words and logos should never be

1”

closer to the border than 4 inches on banner signs. This ensures they are legible and feel professional.

4 FEET

SI GNAGE

the approved color scheme and design of the event. Make sure to include links to the event page, and we can

1” 24 INCHES

1 INCH BORDER Words and logos should never be closer to the border than 1 inch on yard signs.

This ensures they are legible and feel professional.

Always reach out to the Marketing Manager for approval prior to sending to print or if you need help.

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Brand Guidelines & Recommendations // 43

08 PRINT & DIGITAL

Branded signage is a common touch point 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 through print and digital media.

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A B C D

LOGO USAGE

ON BRAND

Our logo should always be visible on flyers, posters, and digital– it’s important for our brand to be

For general Parks & Recreation flyers, posters, and digital, the only colors that should be used exist in our brand color

recognizable and affiliated with what we’re promoting.

palette. It’s important to use these colors in a professional manner – a great guideline is to only use up to three nonneutral colors on any given piece. There may be times where you need to go outside of the color pallet to stand out.

Please have this approved by the Marketing Manager first

INFORMATION We are all about sharing information. Signage should include where to find more information – such as our website GoGrapevine.com (never put www. or https when writing out our website),

FLYER EXAMPLES

administration phone number (817.410.3122) or The REC of Grapevine phone number (817.410.3450). It is not necessary to add a phone number, but VERY important to add the website/webpage. You can make the sign interactive by adding in a QR code to the website to find

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

more information.

KEEP IT SIMPLE The simpler you keep the design and message of your flyer, poster, or digital, the better. Keep in mind WHO, WHAT, WHEN, WHERE. Someone should be able to know the organization name, the key message, and the call to action in 3-5 seconds. White space/empty space is your friend, it helps a person’s eye flow through the information easier.

IMAGERY Nothing makes or breaks a design like image quality and composition. A perfect flyer, poster or digital design has a high-quality image that relates to the information on the page. The image needs to be easy to understand at a glance so the user connects the elements in the design. The image should go with the messaging of the program event, if the theme is circus show use circus imagery,

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.

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.

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

if it is about a DJ camp, show DJ imagery. If possible, use imagery from our inventory rather than stock photography.

E

COLOR PALETTE

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GENERAL GUIDELINES

Brand Guidelines & Recommendations // 45

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 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.

Outside color palette was used to

EXCEPTIONS

stand out on the back cover.

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. Informational links should relate to the event itself, using a website, QR code, or phone number for more information. Grapevine Parks & Recreation logo should be present or Grapevine Parks & Recreation presents should be written out in place of the logo.

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FLYER SPACING

POSTER SPACING 1/2” 3/4” 1/2”

0.50 INCH BORDER 17 INCHES

Words and logos should never be closer to

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

the border than 1/2 inch on tabloid-sized posters. This ensures they are legible and feel professional.

are legible and feel professional.

11 INCHES

8.5 INCHES

DESIGNER & CANVA DESIGNER When you are in need of very high-end professional flyer/poster. We highly recommend using a professional graphic designer so we may have a professional representation of our department. Most division budgets have this built in. Please make sure

OTHER SIZES

the Marketing Manager is a part of the approval process of these files and have the final files sent to Marketing Manager for future use.

PRINT COLLATERAL

CANVA

For other sizes of flyers, use your best judgment for spacing around the edge of the page. We never want text

When there isn’t a budget for a designer, Canva is an online graphic/video creator that is amazing for creating high-quality

to feel cramped or logos to feel like an afterthought on our print collateral. This means giving adequate spacing

flyers, social media posts, and even videos. This program is very good about giving you built in borders and guides for layout

around the edge. Photos and color fields may bleed over this faux border to fill the space closest to the border.

purposes. Most divisions have Canva accounts you can use. You do need to set-up your brand hub with all fonts and logos we have in order to adhere with our brand guidelines. Remember all files can be found in the PARD Marketing folder under the GPARD Branding Folder found on the O Drive. One you are complete with your design always send the final design canva link to the Marketing Manager so they can make the proper changes needed and approve.

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3/4”

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TV SIZING

PHOTOGRAPHS When a design calls for a photograph. It is best to try and use an original photo from our photo library. You can

1/2”

find most photos for each division in their division folders under the PARD Marketing folder in the O Drive. If you are having a hard time finding a photo reach out to the Marketing Manager and they can help you find one.

1080 PIXELS

Another place where photos are saved is our departmental Flickr account. This is great places to see all photos

0.50 INCH BORDER

easily. You can find these photos:

Words and logos should never be closer to the border than 1/2 inch on

https://www.flickr.com/photos/128573149@N04/albums

horizontal TV graphics. This ensures they are legible and feel professional.

If we are unable to find the photo needed, the Marketing Manager has a Shutterstock and Dreamstime account that can download the photo you need. You can search either one of those account and send the Marketing Manager the link and can download the image for you.

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GO GRAPEVINE SNAPSHOT VERTICAL TV

1/2”

The Go Grapevine Snapshot is our bi-weekly e-newsletter sent out to patrons who subscribe to it through our website at GoGrapevine.com/Snapshot. We use Constant

1/2”

Contact to create the newsletter.

Our current guidelines for the snapshot include: Main headline: 36 point white bold Arial font (pending on how long the headline is)

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1/2”

0.50 INCH BORDER Words and logos should never be closer to the border than 1/2 inch on vertical TV graphics. This ensures they are legible and feel professional.

Body text below main headline: 13 point white plain Arial font Feature heading: 26 point black bold Arial font Feature sub headline: 13 point all caps brand yellow arial font Feature text: 14 point black plain Arial font Buttons: 20 point plain Arial font with a 10 curve on the button

We have three different layouts to share information including a center justification for events or programs that need more information. Then the left and right justification layouts are more for attention grabbing information to get patrons to register or find

1080 PIXELS

out more information.

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HORIZONTAL TV

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GO GRAPEVINE MAGAZINE

E-MAIL SIGNATURE

Our Go Grapevine Magazine is hand delivered to every household in

It is important that every full-time or part-time employee who emails have the branded e-mail signature created for the

Grapevine, Texas at no cost to the residents. This distribution allows us to

department. This signature includes the person name, title, phone number, and e-mail address. The signature also has

serve all 53,000 residents (approximately 25,000 households). Delivery of

several call to action, including visiting our main website, social media and even registering for a program. It includes our

the magazine includes September, January, and April. As a department we

branded green, purple and the CAPRA logo. It’s important to include the CAPRA logo as it is a highly respected accreditation

normally start preparations for the each magazine in June, October, and

that we have accomplished.

February.

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E-MAIL SIGNATURES

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Additionally, our digital flip book is interactive, allowing easy, one-click registration access to all to programs, events, and services. Our digital flip book has an average of 5,500 impressions, 4,500 reads, and 500+ click throughs. A virtual version can be found on our website GoGrapevine.com/Magazine.

DESIGN AND FORMATTING Our magazine has a style guide that enforces our branded color palette and various design elements. This is something the Marketing Manager will make sure the designer adheres to when we are in design phase of the magazine.

As an employee, your responsibility will be to submit content for your programs, events and other various details through a word

HOW TO SET UP SIGNATURE Our signature is created through an online website, that builds the code on the spot. It is VERY important you follow all directions to stick within our brand guidelines so that we all match. Please keep in mind to use periods (.) when writing out your

document early. It is important our department follows these formatting steps below in the word document phase of editing the magazine in order to help the design phase be about design and not changing grammar.

phone number. Also, keep your email address all lowered case.

You can find the directions for creating your signature in:

O Drive_PARD Marketing _GPARD Branding_E-Signatures

TITLE GOES HERE

Bold all titles and put in ALL CAPS

Keep descriptions brief and explain activity. Remember: Who, What, When Where.

Description elibus, net volorent re, iunt qui consedi gentia si acestibus cullaceatem illabor iatuda nullorum arum fugitatum latest vendict oreperaepudi id qui beatian elibus, net volorent re, iunt qui consedi gentia si acestibus. Date: Monday, June 29 OR Dates: Monday, June 29 & Thursday, July 2 OR Day: Mondays (for recurring) OR Do not abbreviate months or days.

Days: Saturday, May 13 or June 12 Do not add the year either.

Location: Bessie Mitchell House Times need to have “:00” and space then lowercase am/pm.

If the time Time: 7:00 – 9:00 pm begins and ends in the pm, only use Ages: 3 - 5 years old OR 16+ years one reference.

Fee: $50 Member / $100 Non-member Bold sub-titles

•

Capitalize M and N. Example: $50 Member / $100 Non-member OR Resident / Non-resident

Always review what your outside vendors write for their class descriptions. It is important you correct their grammatical errors or misspellings because we want to give our patrons the highest quality publication. When submitting your document for the magazine, send in Word document. Make sure all details are PRINT READY for your Round 1 of the magazine submissions. If you are still waiting on things like dates, location, times and so on, still make sure you have the lines in there and put TBD in it’s place.

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GO GRAPEVINE MAGAZINE CHECKLIST

IMAGERY FOR THE MAGAZINE

The Marketing Manager has put together a simple checklist to keep in mind when creating your write-ups for the Go

Once we pass the Word document phase of the magazine, we then move into the design phase. In your divisions you

Grapevine Magazine. Keep these handy during each season. You can find all editing documents on formatting,

will be required to submit imagery that goes along with your submissions. Most departments will need 3-5 images. All

checklists, language guide and word document guide in the O Drive _PARD Marketing_Go Grapevine Magazine

images must be at least 300 dpi (high resolution for printing). For reference, file size should be over 1 MB (1000 kb).

folder.

horizontal orientation

All images should be relevant to the content provided.

Always have someone else read your work before submitting. It is important that all supervisors proof read the content before submissions are sent to the Marketing Manager. The more mistakes we can catch in the beginning, the better.

vertical orientation

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For example: vertical or horizontal orientation of image.

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GOGRAPEVINE.COM GoGrapevine.com is our main website for the department. This is where all things Parks & Recreation is housed. Each division has a person(s) in charge of updating our website on a regular basis. The website is the number 2 place where people get their information about our programs and is quickly rising to be number 1. One thing to keep in mind is 80% of our audience are mobile users. It is pertinent that we put information about ALL of our programs on this main website

This website is our first form of customer service for our patrons, it is important when a patron uses the search feature on our website they can find what they need. This will allow your call volume to lower and help the patron feel accomplished because they found what they needed in a timely manner. The more we have on our website about our programs, the more this helps Google’s Search Engine Optimization (SEO) which in turn helps our website become a

If you are having issues with the website or need a shortened url, reach out to the

top search result.

Marketing Manager. Also, there are training videos available for new/past users. You can find them at GoGrapevine.com/Support. Password is: helpme

When adding information to the website it is best to reference our social media guidelines by keeping the dialogue conversational and clear on what they are registering for. It is recommended to use the final magazine write-up for your webpages as they have gone through many reiterations of edits.

AMILIA

Also, it is best practice to use visuals that match the descriptions. Here are a few examples that were well done: Amilia is our registration program we use for all classes, activities and some events. This is a separate website from our GoGrapevine.com website, but we have a way to embed Amilia within our website to continue a user-friendly experience.

The user can search within Amilia for all of our activities. In order to register for an activity, the user must create a profile. They can easily create a profile using their Facebook profile or create it themselves as well.

Amilia should be updated consistently like the website and there should be a person(s) in each division assigned to making these changes.

Once you have completed editing your page in the website, preview it on your mobile and see how it loads for the user.

Amilia is embedded on our GoGrapevine.com website, but you cannot use GoGrapevine.com search engine to find programming within Amilia. If you are receiving phone calls and emails about a particular program, it may need to be put on our website so google and our search engine can find it quickly.

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and that your division updates its area weekly.

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