2010Graphic Standards

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GBrandingWhy Graphic Standards Matter

As impossible as it is to “control a brand,” graphic standards are a helpful and necessary tool to “guide and infl uence” it. Graphic standards help us achieve clarity, consistency and brand power. They involve every aspect of a brand’s marketing and communication execution to virtually every audience imaginable.

Graphic standards begin with the brand name and logo, but they go far beyond.

They involve design, color, font, tone, style, voice, and yes, a host of technical guidelines. The clearer and more consistent a brand’s messages are, the more powerful the brand becomes.

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GThe Value of a BrandA brand is the sum of the good, the bad, the ugly and the off-strategy. It is defi ned by your best product as well as your worst product. It is defi ned by award-winning advertising as well as by the god-awful ads that somehow slipped through the cracks, got approved, and, not surprisingly, sank into oblivion. It is defi ned by the accomplishments of your best employee—the shining star in the company who can do no wrong—as well as by the mishaps of the worst hire that you ever made. It is also defi ned by your receptionist and the music your customers are subjected to when placed on hold. For every grand and fi nely worded public statement by the CEO, the brand is also defi ned by derisory consumer comments overheard in the hallway or in a chat room on the Internet. Brands are sponges for content, for images, for fl eeting feelings. They become psychological concepts held in the minds of the public, where they may stay forever. As such, you can’t entirely control a brand. At best you only guide and infl uence it.Scott Bedbury, author, A New Brand World.

People do not buy products or services. They buy brands. Every day consumers are faced with a barrage of messages and choices. Brands help with those choices. Imagine going into a grocery store and shopping without any brands to guide you. Good brands tell consumers that they made the right choice and won’t be disappointed. In many instances, brands are an extension of the consumer’s persona. Try telling a Pepsi drinker that a store-brand cola is just as good.

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GThe City of SparksThe City of Sparks, Nevada has gone through signifi cant branding changes designed to position Sparks as the city where there is always something happening. The City’s special events, activities, and fi rst class event venues bring thousands of visitors to the city annually. With the approval of the City Council Sparks Tourism & Marketing Committee, the City is now moving forward to reintroduce itself as a fresh and exciting place to visit, work and live. The City’s branding efforts have gone public with the new logo and brand direction, along with this on-line style guide.

The City’s new logo is now a trademark, and we invite you to partner with us and use the on-line style guide. The logo usage criteria and graphic standards are clearly defi ned for consistency and ease of implementation. Three different formats are available to download, along with different versions of the logo for the applicable use. Contact our staff at 775-353-7894 for any assistance you may require.

Through extensive research and in-depth surveys, the new logo and tagline represents the future of Sparks. Time and time again, Sparks residents have stated that Sparks is a wholesome and fun city with plenty of offerings. Visitors are delighted with the activities and recreation, along with the leisure venues throughout Sparks. Sparks, NV - It’s happening here!

• Mayor Geno Martini

• Councilwoman Julia Ratti (Alternate, Tourism & Marketing Committee)

• Councilman Phil Salerno

• Councilman Ron Smith (Member, Tourism & Marketing Committee)

• Councilman Mike Carrigan

• Councilman Ron Schmitt (Chair, Tourism & Marketing Committee)

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GKeys To The City of SparksBrand Style1. LogoThe logo itself, with no additional copy or graphics will be a primary execution. This style will be used on clothing, appropriate promotional materials and certain advertising usages requiring unusual simplicity.

2. FontsThe City of Sparks uses the NeutraDisplayPS font family. Headlines, subheadlines can be printed in a combination of NeutraDisplayPS Light, Medium and Bold.

Headline Font

SampleBody copy should be printed in NeutraDisplayPS Medium.

This is the body copy font for all printed materials.

3. Brand ColorsCity of Sparks has 3 primary brand colors which should be used on all materials.

4. IconThe Icon is to be used as a secondary image to the logo, such as backgrounds, large outdoor applications.

PMS 369 PMS 371PMS 1665

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Brand Guidlines

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SCity of Sparks Logo Versions

The colors, CMYK and RGB breakdowns shown on this page and throughout these standards have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE-color Standards. For accurate PANTONE-color Standards, refer to the current edition of the PANTONE formula guides. PANTONE® and PANTONE MATCHING SYSTEM® are the property of Pantone, Inc.

Two Color Logo

R: 85G: 165B: 28

C: 71M: 11Y: 100K: 1#55a51c

PMS 369

R: 226G: 73B: 18

C: 6M: 86Y: 100K: 1#e24912

PMS 1665

Three Color Logo

R: 85G: 165B: 28

C: 71M: 11Y: 100K: 1#55a51c

PMS 369

R: 83G: 104B: 43

C: 66M: 39Y: 100K: 28#53682b

PMS 371

R: 226G: 73B: 18

C: 6M: 86Y: 100K: 1#e24912

PMS 1665

One Color Logo

Black Reversed

Reversed

R: 85G: 165B: 28

C: 71M: 11Y: 100K: 1#55a51c

R: 0G: 0B: 0

C: 0M: 0Y: 0K: 100#000000

PMS 369

PMS 369

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City of Sparks Affi liate LogosAffi liate Logos need to have the City of Sparks approved logo our type only version represented with the event logo. The City of Sparks logo can be reduced to 30% of the Affi liate logo. Approved colors and black and white can be used in conjunction with the Affi liate logos.

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SCity of Sparks Logo Usage

Please allow a minimum of 1/8” (.125) clear space around the entire logo to keep clear of distracting elements; type, illustration, etc. When the logo

overprints a photograph, make sure the contrast against the background is suffi cient for the logo to be read clearly.

This is the preferred logo (3 color) to be used on all marketing and collateral material.

The height of the City of Sparks logo should never be smaller than 3/8” (.375).

Clear Space

Preferred Logo

Minimum Height

.375”

.125”.125”

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SCity of Sparks Logo Icon

This is the preferred logo (2 color) to be used on all marketing and collateral material.

Two Color Logo

Black Logo

Greyscale Logo

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Department Logos

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SCity of Sparks Brand Fonts

NeutraDisplayPS Light

abcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIKJLMNOPQRSTUVWXYZ

NeutraDisplayPS Medium

abcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIKJLMNOPQRSTUVWXYZ

NeutraDisplayPS Bold

abcdefghijklmnopqrstuvwxyz1234567890

ABCDEFGHIKJLMNOPQRSTUVWXYZ

Avenir 45 Bookabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIKJLMNOPQRSTUVWXYZ

Avenir 45 Book Obliqueabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIKJLMNOPQRSTUVWXYZ

Avenir 85 Heavyabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIKJLMNOPQRSTUVWXYZ

Avenir 85 Heavy Obliqueabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIKJLMNOPQRSTUVWXYZ

NeutraDisplayPS font family - Headlines, body copy and any other copy heavy documents.

NeutraDisplayPS Medium is a highly legible and versatile sans serif typeface which works best for body copy.

There are two approved brand fonts for all City of Sparks advertising and marketing materials:

Avenir font family - Headlines, body copy and any other copy heavy documents.

Avenir 45 Book is a highly legible and versatile sans serif typeface which works best for body copy.

Please do not substitute any other typeface for the approved City of Sparks typeface.

Primary Font

Secondary Font

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STypefaces for Desktop Applications

Please do not substitute any other typeface for the approved City of Sparks typeface.

Verdana is our primary font used for desktop applications such as Microsoft Word and PowerPoint.

Verdana Regularabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIKJLMNOPQRSTUVWXYZ

Verdana Italicabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIKJLMNOPQRSTUVWXYZ

Verdana Boldabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIKJLMNOPQRSTUVWXYZ

Verdana Bold Italicabcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIKJLMNOPQRSTUVWXYZ

When using common computer applications,

Verdana will be the substitute font for

NeutraDisplay PS and Avenir.

Verdana is included with most computer

operating systems.

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SBrand ColorsPrimary Colors The combination of green and orange are the primary

colors for the City of Sparks brand. Preferably use

our primary colors as spot colors to achieve the most

consistent results throughout our printed materials.

Secondary Colors These palettes complement our primary brand

colors and help us become more creative and

fl exible with our brand layouts.

R: 0

G: 73

B: 144

C: 100

M: 72

Y: 0

K: 18#004990

PMS 369

R: 193

G: 216

B: 47

C: 29

M: 0

Y: 100

K: 0#C1D82F

PMS 371

R: 0

G: 0

B: 0

C: 0

M: 0

Y: 0

K: 100#000000

PMS 1665

R: 141

G: 198

B: 63

C: 50

M: 0

Y: 100

K: 0#8DC63F

PMS 376

R: 255

G: 210

B: 0

C: 0

M: 16

Y: 100

K: 0#FFD200

PMS 116

R: 151

G: 197

B: 235

C: 38

M: 11

Y: 0

K: 0#97c5eb

PMS 283

R: 232

G: 109

B: 31

C: 0

M: 69

Y: 100

K: 4#E86D1F

PMS 173

R: 186

G: 188

B: 190

C: 0

M: 0

Y: 0

K: 31#BABCBE

PMS COOLGRAY 6

R: 0

G: 45

B: 106

C: 100

M: 78

Y: 0

K: 44#002D6A

PMS 2768

The colors, CMYK and RGB breakdowns shown on this page and throughout these standards have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE-color Standards. For accurate PANTONE-color Standards, refer to the current edition of the PANTONE formula guides. PANTONE® and PANTONE MATCHING SYSTEM® are the property of Pantone, Inc.

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StationeryLetterhead

Envelope

Business Card

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Brochures

Public Works Annual Report

Sparks Public WorksAnnual Report

From left to right: Mike Biselli -

Maintenance Manager, Jon Ericson

- Transportation Manager, Wayne Seidel

- Public Works Director, Pete Etchart -

Deputy Public Works Director, JoAnn

Meacham - Utility Manager, Chris Cobb

- Capital Projects Manager, Janet Solano

- Administrative Secretary

4x9 Rach Brochure

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Ron SmithCouncil Member Ward 3

Ron SchmittCouncil Member Ward 5

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Public DocumentsPowerPoint TemplateAgendas

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Lapel Pin Name Tags

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Pens Padfolios

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Street Signs

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P ublic Wo rk s

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It ’s Ha p p e n i n g He re !

:: Become a Sparks Fan on

:: Text of State-of-the-City Address

:: Watch Mayor Martini's

State-of-the-City Address

:: Sparks Economic Development

Video - "New"

:: Important Information on

Census 2010

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