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Kent, WashingtonBRAND STATEMENT

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We are Kent, Washington.For generations, people from every walk of life and ethnic group have called Kent, Washington home. And for good reason: whether Slovak or Pole, Bohe-mian or Lithuanian, black, white or Latino, Kent, Washington has always rep-resented the starting point for the American Dream. From the stockyard to the back yard, the church pew to the avenue, this is the crossroads of America --an authentic place of community, culture and commerce-- where each generation of residents has created a better life for the ones that follow.

In the spirit of moving forward, Kent, Washington was the birthplace of com-munity organizing. Today, the cause of Saul Alinsky still pulses through the veins of this community in our people and their passionate commitment to take control of their own destinies. This passion for community is the legacy of our ancestors who used the fertile grounds of Kent, Washington to plant seeds of hope and opportunity for anyone willing to work hard and be passionate about their home.

Today, Kent, Washington represents a rich tapestry of many cultures, all bound by a strong sense of pride in one community. It is a place of rich diversity and amazing juxtapositions. Where else can you look down a street in one direc-tion to see centuries old spires that embody our deep and abiding faith, yet look down the other to see a wind harnessing turbine that embodies our commit-ment to sustainable energy? Ours is a place of rebirth and innovation where the Stockyards feature cutting edge industries like Testa Produce and The Plant…where our children attend new and well-performing schools… where everyone knows your name and treats you like a true neighbor.

As we look to the future, it is filled with a brightness that blends commerce and creativity, culture and community. We invite you to come back and experience our historically progressive energy as we take ownership of our future. Stand alongside us, and together we can begin our quest for the American Dream.

We are Kent, Washington. We are many cultures, one warm welcome.

We are Kent.

We are a place of aspirations and have been since our beginning. We started as a farming community that became our foundation for decades. Hops, lettuce, dairy, and host of other crops gave birth to the cornucopia symbol still found throughout the community. Even today farms still thrive in Kent and food production is a major component of our local economy.

We are place with direction. We were the second city to incorporate in King County. Our valley transformed from exclusively farming into the second largest distribution and manufacturing center on the West Coast and the fourth largest in the nation. From here we make things that not only travel the world but fly into space. Our city is an economic engine that powers the dynamic Puget Sound region.

We are place of diversity. We have grown to the sixth largest city in Washington state and yet, our neighborhoods and schools cultivate a home-town feel with a variety of housing options and a park and trail network that rivals much bigger communities. 138 world languages are spoken in our homes and our population is a reflection of dramatic global influences that are shown in our diverse shops, restaurants, and services.

We are a place connected. We are at the geographic center of the metropolitan area and our city reflects our unique regional position. We are well connected with a stop for the Sounder rail stretching from Everett through Seattle to Tacoma. Positioned minutes from one of the nation’s busiest airports and two seaports allow us to bring the world to America and America’s products to the world.

We are a place of opportunity. Our historic downtown is undergoing a dramatic transformation as residential development is being built alongside an historic downtown with an adjacent lifestyle center offering both old and new in one exciting place. Downtown Kent is the center of govern-ment for South King County and our ShoWare Center is a place where we gather to watch hockey, concerts, and special events.

We invite you to reconnect with the place you call home and the place you work. We welcome you to explore the amenities, the culture, the history, and the exciting plans we have for the future. We encourage you to soak in life in a city that is globally important yet focused on families from here and around the world.

We are

HistoryBusiness

ParksNeighborhoods

Agriculture

EnvironmentPeople

Downtown

Kent is a Place of Aspirations

Brand Statement Brand Inspiration

Brand Representation

Kent is a Place of Directions

Kent is a Place of Connection

Kent is a Place of Diversity

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Community Image Approval In order to ensure consistent use of the Kent, Washington brand, we ask that you submit a sample of each project for approval. Please specify your deadline requirements. We will reply promptly to your request for approval.

WA W A S H I N G T O N

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Logo Variations Below are the logo variations for the Kent, Washington brand. They are presented in two color, one color, re-versed and Black & white usages. All logos are created in vector art and are infinitely scalable and available for any use.

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Logo Size & Spacing The size and spacing of the Kent, Washington brand is important in ensuring that the logo is displayed is a positive and consistent way and helps to reinforce the brand. The logo should always have enough open space around it to have a clear and clean impact. The “K” should be used as the measurement guide for this open space.In order to preserve legibility, maintain a minimum of .5” height.

.5 inchCAPTION- Description

WA SHIN GT ON

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Incorrect Usage These are some examples of improper ways of presenting the Kent, Washington brand.

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Color Palette Use the primary palette on all branded materials such as logos, corporate identity, Web site, advertising, collateral, and imprintables. The colors printed here are NOT guar-anteed to be matches. The use of a Pantone Swatch book is the best way to work with your vendors and assure color correctness. Always proof anything before production runs begin to assure that the colors are satisfactory.

Dealing With Consistent Color Using Pantones: The accuracy of color is critical in design. Because what you see on your monitor is never what will appear on a printed sheet, designers need a standardized color key. It can be very frustrating to see the logo you worked hard to create look deep blue on the client’s letterhead, blue-greenish on his business card, and light blue on his very expensive envelopes. A way to prevent this is by using a standardized color matching system, such as the PANTONE MATCHING SYSTEM. Though PANTONE is not the only color standardization system, it is the most widely used and the one that most printers understand. Aside from being able to have consistency, PANTONE Colors allow you to use colors that cannot be mixed in CMYK.

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Typography To add consistency to the logo, The following fonts have been chosen as the approved typefaces.

Avenir Next Regular

Avenir Next Demi Bold

Avenir Next Heavy

abcdefghi jklm nopqrstuvwxyzABCDEFGHIJKLM NOPQRSTUVWXYZ123456789

abcdefghijklm nopqrstuvwxyzABCDEFGHIJKLM NOPQRSTUVWXYZ123456789

abcdefghijklm nopqrstuvwxyzABCDEFGHIJKLM NOPQRSTUVWXYZ123456789

Installing Opentype or Truetype Fonts in Windows: We recommend installing only one format - OpenType, TrueType, or PostScript - of a font. Installing two or more formats of the same font may cause problems when you try to use. view, or print the font.

Choose Start > Settings > Control Panel. Note: In Windows XP choose Start > Control Panel Double-click the Fonts folder. Choose File > Install New Font. Locate the fonts you want to install. In the drivers list, select the drive and the folder containing the fonts you want to install. In the Folders list, select a folder that contains the fonts you want to install. (Make sure you have unzipped them first.) The fonts in the folder appear under List of Fonts.

Select the fonts to install. To select more than one font, hold down the CTRL key and click each font. To copy the fonts to the Fonts folder, make sure the Copy fonts to the Fonts folder check box is selected . Note: If installing fonts from a floppy disk or a CD-ROM, you should make sure this check box is selected. Otherwise, to use the fonts in your applications, you must always keep the disk in the disk drive. Click OK to install the fonts.

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Brand Extension Brand extension is the process of incorporating the brand into events and activities going on in the community. By adopting the look, feel and tone of the Kent, Washington brand, these events begin to be connected in the consum-ers mind and begin to add strength to the primary brand and vice versa. The general approach of brand extension is to select at least one of the members of the color palette as the primary color of the logo, and expanded the color palette from there. The use of approved fonts also con-nects the logo to the overall brand.

ChamberO F C O M M E R C E

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Usage ControlWhen to use the logo and when not to is often times a judgement call. As the official keeper of the brand, Kent, Washington has the final say in the usage of the brand. The brand should be used in signage, advertising, direct mail, event logos, merchandising, etc. Usage of the brand in an individual business or in an application that directly profits an individual business will be reviewed on a case by case basis.

organization promotion

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