HomeMy WebLinkAbout2023-10-24; City Council; ; City Council Policy Statement – Elected Officials’ Use of the City’s Official Logo, Seal and LetterheadCA Review CKM
Meeting Date: Oct. 24, 2023
To: Mayor and City Council
From: Scott Chadwick, City Manager
Staff Contact: Faviola Medina, City Clerk Services Manager
faviola.medina@carlsbadca.gov, 442-339-5989
Sheila Cobian, Director of Legislative & Constituent Services
sheila.cobian@carlsbadca.gov, 442-339-2917
Subject: City Council Policy Statement – Elected Officials’ Use of the City’s Official
Logo, Seal and Letterhead
Districts: All
Recommended Action
Consider options and adopt a resolution approving City Council Policy Statement – Elected
Officials’ use of the city’s official logo, seal and letterhead.
Executive Summary
The City Council, at its regular meeting on Aug. 22, 2023, directed staff to return with an item
for consideration and action related to elected officials’ use of the city’s official logo, seal and
letterhead.
This item responds to the City Council’s direction by providing an overview of the city’s existing
guidelines, best practices, examples of how other cities handle the use of these symbols and
resources, a proposed City Council policy (Exhibit 1, Attachment A) and other options for the
City Council’s consideration.
Explanation & Analysis
City guidelines
The City of Carlsbad Brand Guidelines provides this direction on the proper and consistent use
of the city seal, logo and official letterhead:
City logo
The city logo provides a friendly, approachable identity for the City of Carlsbad. The logo
is used in all internal and external communications generated by city staff, except
certain legal and ceremonial uses that use the city seal. The logo includes two key
elements – “C” symbol and its associated logotype consisting of the words “City of
Carlsbad.”
Oct. 24, 2023 Item #6 Page 1 of 232
City seal
The city seal is appropriate when conveying official, legal and ceremonial messages,
such as City Council proclamations and the official City of Carlsbad pin.
Elected officials’ letterhead
Upon request, City Council members and other city elected officials are provided with
digital letterhead customized with their name and title. They may choose the city logo
or seal for their letterhead, based on their personal preference.
Historically, the city’s elected officials have had the ability to send correspondence on their city
letterhead. When expressing an individual opinion, city elected officials typically clarify in the
correspondence that they are not intending to convey a City Council position, rather their own.
All elected officials also undergo training on campaign and ethics laws and best practices, which
would include an overview of the proper use of city resources, such as the city logo, seal and
letterhead. For example, public resources may not be used for a private benefit or for political
purposes, as defined by the Fair Political Practices Commission.
Survey requested by City Council
Staff surveyed the cities in San Diego County to find out which agencies have a formal city logo,
seal and letterhead policy in place. After reviewing the data provided by cities in San Diego
County, staff asked the following clarifying question:
• Does your City Council have the ability to use city issued letterhead to express their
personal opinions on matters of jurisdictional concern even if the entire City Council has
not taken a position on the issue?
The table on the following shows the survey results:
Oct. 24, 2023 Item #6 Page 2 of 232
City logo, seal and letterhead policies in other local cities
City Written
policy
Municipal
Code
City Council, administrative order or
internal style guidelines
policy
Can City Council use city-issued
letterhead to express personal
opinions on matters of jurisdictional
concern even if the entire City
Council has not taken a position?
Chula Vista Yes* City Council policy
Not able to use city resources to
communicate with residents outside
of their district No policy on being able to provide
their personal opinions on matters
that the City Council has not taken
position on
Coronado Yes* Internal style guidelines
policy No
Del Mar Yes* Internal style guidelines
policy No
El Cajon Yes City Council policy Yes, but cannot be campaign-related
Encinitas Yes* No
Escondido Yes* Administrative order
policy No
Imperial Beach Yes* Administrative order
policy
La Mesa Yes* Administrative order
policy
Lemon Grove Yes*
National City Yes*
Not able to use city resources but can
provide their personal opinions on
matters as long as they state they are
not speaking on behalf of the city
Oceanside Yes* Administrative order
policy
Informally no, only Mayor can, but
only if it’s aligned with legislative
platform and has to be on their own
personal letterhead
Poway Yes* Yes
San Diego Yes* Internal style guidelines
policy Yes, but not for campaign purposes
San Marcos Yes* Yes, as long as they state they are not
speaking on behalf of the city
Santee Yes* Internal style guidelines
policy No
Solana Beach Yes* No
Vista Yes* Internal style guidelines
policy
Individual letterhead printed or
provided by the city may be used for
unofficial communications and
constituent newsletters, but it may
not be used for political purposes or
solely personal purposes
*Policy attached as Exhibit 2
Oct. 24, 2023 Item #6 Page 3 of 232
Proposed City Council policy
To memorialize and clarify current practices, staff have drafted the attached City Council policy
statement for the City Council’s consideration (Exhibit 1, Attachment A).
Adopting City Council policies require four affirmative votes.
Fiscal Analysis
This action has no financial impact.
Options
Staff provide the following options for the City Council’s consideration:
Option 1 – Adopt a resolution approving the City Council Policy Statement – Elected
Officials’ Use of the City’s Official Logo, Seal and Letterhead
Option 2 – Provide additional feedback to staff and direct staff to return to City
Council at a later date with a revised policy
Option 3 – Provide other direction as desired
Next Steps
Staff will implement the City Council’s direction.
Environmental Evaluation
This action does not require environmental review because it does not constitute a project
within the meaning of the California Environmental Quality Act under California Public
Resources Code Section 21065 in that it has no potential to cause either a direct physical
change in the environment or a reasonably foreseeable indirect physical change in the
environment.
Exhibits
1. City Council resolution
2. Sample policies from other San Diego County cities
Oct. 24, 2023 Item #6 Page 4 of 232
Exhibit 1 RESOLUTION NO. .
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF CARLSBAD,
CALIFORNIA, APPROVING CITY COUNCIL POLICY STATEMENT – ELECTED
OFFICIALS’ USE OF THE CITY’S OFFICIAL LOGO, SEAL AND LETTERHEAD
WHEREAS, at its regular meeting on Aug. 22, 2023, the City Council directed staff to return with
an item for consideration and action related to elected officials’ use of the city’s official logo, seal and
letterhead to include background, any best practices, any comparative analysis of what others are
doing and options for City Council’s consideration; and
WHEREAS, the City Council desires to establish a policy to address elected officials’ use of the
city’s official logo, seal and letterhead.
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Carlsbad, California, as
follows:
1. That the above recitations are true and correct.
2. That the City Council approves the City Council Policy Statement – Elected Officials’ Use
of the City’s Official Logo, Seal and Letterhead (Attachment A).
PASSED, APPROVED AND ADOPTED at a Regular Meeting of the City Council of the City of
Carlsbad on the __ day of ________, 2023, by the following vote, to wit:
AYES:
NAYS:
ABSTAIN:
ABSENT:
______________________________________
KEITH BLACKBURN, Mayor
______________________________________
SHERRY FREISINGER, City Clerk
(SEAL)
Oct. 24, 2023 Item #6 Page 5 of 232
Attachment A
Policy No.
Date Issued
Resolution No.
Subject:
Elected Officials’ Use of the City’s Official Logo, Seal and Letterhead
Purpose
This policy establishes guidelines and procedures for use of the city’s official logo, seal and
letterhead by the city’s elected officials.
Background
The city logo, seal and letterhead are property of the City of Carlsbad. This policy is intended to
ensure their appropriate and consistent use.
Statement of policy
It is the policy of the City Council of the City of Carlsbad to allow the use of the city logo, seal
and letterhead for:
• Ordinances, resolutions, honoraria, certificates, and other instruments necessary to
authenticate official city documents or to indicate institutional sanction for official, legal
and ceremonial purposes
• Official business of the City of Carlsbad, its City Council, boards and commissions,
committees, officers and departments, including informational and promotional
materials directly related to city business
The City Manager or designee shall be the official custodian of the city logo.
The City Clerk or designee shall be the official custodian of the city seal and any other city seal
adopted by the City Council.
Procedure
Letterhead Use by City Elected Officials
Upon request, city elected officials will be provided with digital letterhead for their use, based
on the available template(s) established by the city’s Communication & Engagement
Department. This letterhead will include the elected official’s name, title and contact
information.
This letterhead may be used by elected officials for official city business and to express an
individual opinion on matters within the scope of their role as elected city officials. When
expressing an individual opinion, elected officials shall clearly state that the opinion is not
meant to represent city or City Council policy or positions, rather it is their own individual
opinion.
Oct. 24, 2023 Item #6 Page 6 of 232
City Council Policy Statement
Oct. 24, 2023
Page 2
Limitations
Elected officials’ letterhead, including the city seal or city logo, may not be altered, including,
but not limited to, separating elements, changing colors, distorting, or creating an image a
reasonable person would confuse with the official city logo, seal or letterhead.
The city logo, seal and letterhead may not be used for personal or political purposes or any
purpose that violates state and federal laws applicable to the use of public resources.
Elected officials may not use the city’s seal or logo except for their official city business cards,
email signatures and letterheads.
Oct. 24, 2023 Item #6 Page 7 of 232
COUNCIL POLICY
CITY OF CHULA VISTA
SUBJECT: City Identification Program: Use of Seal and POLICY EFFECTIVE
Logo NUMBER DATE PAGE
100-01 9/13/05 1 of 2
ADOPTED BY: Resolution No. 12118 DATED: 8-6-85
AMENDED BY: Resolution No. 2005-296 (09/13/05)
BACKGROUND
On August 6, 1985, the City Council adopted a new City seal and a new City logo. On
September 13, 2005, the City Council approved an acceptable alternative version of the City
logo to accommodate horizontal layouts. These symbols of the City form the basis for a
comprehensive identification program, which includes consistent use of the City's seal and
logos. The identification program is intended to present a unified, positive impression that is
readily recognizable.
Proper implementation of the City's identification program should eliminate uncoordinated or
unauthorized representations of the City, such as various graphic symbols, designs, layouts
and colors.
To assist with the implementation of the identification program, on September 13, 2005 the
City Council adopted a handbook that provides detailed information on the proper use of
both versions of the logo,
PURPOSE
The purpose of this policy is to provide guidelines for the implementation of the City's
identification program and consistent uses of the official logos and seal.
POLICY
The City Council establishes the following policy concerning all uses of the City's seal and
logos..
1. Use of the City seal will be limited to specific ceremonial applications such as
proclamations, special certificates, and plaques. Exceptions to this limitation will
require the advance approval of the City Manager or his/her designee.
2. Except for specific ceremonial uses of the City seal, the City logos will be the sole
identifying symbol used on City stationary, signage, vehicles and other items
appropriate for City identification.
3. Use of the logos will be consistent City-wide, including size, associated type face
styles, layout, colors and all other related elements, as indicated in the handbook.
Exhibit 2
Oct. 24, 2023 Item #6 Page 8 of 232
COUNCIL POLICY
CITY OF CHULA VISTA
SUBJECT: City Identification Program: Use of Seal and POLICY EFFECTIVE
Logo NUMBER DATE PAGE
100-01 9/13/05 2 of 2
ADOPTED BY: Resolution No. 12118 DATED: 8-6-85
AMENDED BY: Resolution No. 2005-296 (09/13/05)
4. Appropriateness of the use of the horizontal logo will be determined by the City
Manager or his/her designee.
PROCEDURE
1. All proposed .uses of the. logos and seal will require approval by the City Manager or
his/her designee prior to implementation. Individual business cards, City stationery,
signage and all other materials containing! the logos and seal must be in conformance
to the standards of the identification program.
2. The City Attorney will secure copyrights for the logos and seal to protect the City from
their unauthorized use.
Oct. 24, 2023 Item #6 Page 9 of 232
monk -.axioms
CITY OF
CHULAA VISTA
USING THE LOGO PROPERLY
OFFICE OF COMMUNICATIONSOct. 24, 2023 Item #6 Page 10 of 232
ti^
The
for
August 1985:
of Chula Vista logo
l //
1
CITY OF
CHULA VIVA
logo will be the sole identifying symbol used on City
y, signage, vehicles, and other collateral or items appropriate
identification.
City Logo
The logo is the visual manifestation of the City of Chula
Vista's marketing strategy. The purpose of the logo is to
deliver a consistent, specific, and positive impression of
the City through all communications to the public.
The City of Chula Vista implemented its logo in August,
1985. The symbol characterizes the natural elements that
make Chula Vista unique. The sun radiates warmth in the
mountainous regions of the east while ocean waves in the
foreground capture the essence of Chula Vista's scenic
bayfront.
The successful branding of the City of Chula Vista logo will
be accomplished with the correct, consistent and uniform
use of the City's identity. All employees and vendors
developing collateral, signage and other materials must
observe the graphic standards outlined in this handbook.
Strict adherence to the principles outlined in the following
pages will ensure that the City's image remains identifiable,
unique and unadulterated.
These logo specifications are intended to be basic and, while
not attempting to elaborate extensively on technical detail,
they do offer sufficient information to prevent the incorrect
use of the City logo.
Oct. 24, 2023 Item #6 Page 11 of 232
w1
CITY OF
CHULA VISTA
CITY OF
CHULA VISTA
CITY OF
CHULA VISTA
Symbol
I Logotype
Wordmark
The best possible representation of the City of Chula Vista
logo must be achieved in order to maintain the consistency
of visual identification.
The symbol is the artistically rendered component of the
logo. The symbol should NEVER be used alone.
The logotype consists of the words "CITY OF" that follow
the symbol when forming the City of Chula Vista signature.
The wordmark is the hand -rendered, letterforms that work
together to communicate the city name, "CHULA VISTA."
The City of Chula Vista logotype and wordmark have both
been specially kerned, meaning that the letterspacing has
been adjusted manually for the best possible appearance.
No other fonts or letterforms can be substituted. Additionally,
all three elements of the logo have been strategically placed
in the space relative to one another.
Oct. 24, 2023 Item #6 Page 12 of 232
Primary
CITY OF
CHULA VISTA
Horizontal Logo
CITY OF
CHULA VISTA
PRIMARY LOGO
The City of Chula Vista logo can bethought of as a "leave
behind" in the memory bank of the viewer, as it is the first
real visual impression that is made. It helps to brand the
City's identity by providing an image to help viewers
associate with the name.
This unique graphic expression of individuality is to the City
what a handwritten signature is to a person. Therefore, the
logo must always be consistent in appearance and color.
ALTERNATIVE HORIZONTAL LOGO
The primary logo should be used in most cases, however,
there will be times when the imprint area will lend best to
the horizontal logo. When the size of the primary logo is
compromised because it would be proportionally reduced
too much in order to fit within the space (and still adhere
to clear space), it is permissable to use the alternative
horizontal logo.
The same basic graphic standards apply to the horizontal
logo as the primary logo.
Oct. 24, 2023 Item #6 Page 13 of 232
Primary L
NEVER re
J457tZL
go (USED CORRECTLY)
r
CITY
CHULAVISfA
ize any of the elements in the logo.
44:,ml,/
OF
VISTA
ULA VVIISTA
the logotype or wtordmark in a different font.
V/1
NEVER use the symbol alone.
M
OF
VISTA
EXAMPLES
Alternative Horizontal Logo (USED CORRECTLY)
CITY OF
CHULA VISTA
NEVER rearrange the elements in the logo.
IZOt
VISTA
C OF
CHU IST
NEVER re -typeset the logotype or wordmark in a different font.
NEVER leave off an element of the logo.
VISTA
VISTA
Oct. 24, 2023 Item #6 Page 14 of 232
Logo
Color
The C
can
If the
blend
Black
Navy
ivides a powerful means of visual recognition.
of Chula Vista has chosen one specific PMS
Matching System) color: 208. Other colors
be used to provide flexibility.
is not PMS 208, the chosen color must
into the specific layout or match the color
of each piece.
Pantone 208
294
CITY OF
CHUTA VISTA
1
CITY OF
CHULAVISTA
CITY OF
CHULAVISTA
Background Colors
As with the City of Chula Vista signature, the background
color should also be treated with a great deal of visual
respect, as it assists in providing a clean, consistent space
in which the signature is to be placed. When all colors are
successfully applied together, the City's graphic identity
creates more impact. Background colors should always
compliment the signature, but never compete.
It is important that the City of Chula Vista signature be placed
on a background color that allows it to stand out.
Examples:
LIGHT Backgrounds
CITY OF
CHULAVISTA
uu
CITY OF
CHULAVISTA
CITY OF
LCHUTA VISTA
DARK Backgrounds
Oct. 24, 2023 Item #6 Page 15 of 232
Pantone:
does not
NO
NO
Colors
is a difficult color to match on some printers. If the color
elv match 2021, substitue a solid black logo instead.
OF
VISTA
M
Ott
01 1fY Url
JLIA vIJjtr'A
The entre signature must be in the same color.
r
OF
VISTA
EXAMPLES
Background Colors
Logo color needs to stand out on light backgrounds.
Logo color needs to stand out on dark backgrounds.
Oct. 24, 2023 Item #6 Page 16 of 232
CITY OF
CHULA VISTA
Clear Spa a around Primary Signature:
CITY OF
CHUTAVIST -
m
Clear Spa ce around Secondary Signature:
Note that the size of the symbol remains consistent.
m
CITY OF
WET CHULAVISTA,
n.
In order to command attention, the City of Chula Vista
signature must always have a certain amount of clear space
around it. It should not be crowded or overwhelmed by
other elements competing for the space. If placed within a
cluttered environment, the logo's message risks becoming
obscured and insignificant. As a general rule, make the
amount of clear space even larger when possible.
The required minimum clear space can be measured in
relation to the height of the symbol "x". The clear space
around the City of Chula Vista signature requires at least
1/2x of space surrounding the entire signature: top and
bottom; left and right.
Oct. 24, 2023 Item #6 Page 17 of 232
10/16/23, 3:58 PM Ch. 1.08 City Seal | Chula Vista Municipal Code
https://chulavista.municipal.codes/CVMC/1.08 1/1
MUNICIPAL CODE
Municipal Code →Title 1, General Provisions →
1.08.010
Chapter 1.08
CITY SEAL*
Sections:
O cial and pictorial – Authorization for commercial use required.
*For statutory provisions requiring that the City Clerk be the custodian of the City seal, see Gov. Code § 40811.
1.08.010 O cial and pictorial – Authorization for
commercial use required.
A. The o cial seal of the City shall be circular, shall have a diameter of a size appropriate for use on
o cial City documents, and having in the center a design described as a sun rising in the background over
a grid pattern of City streets with a sailboat in San Diego Bay in the foreground and the following inscription
surrounding the same:
CITY OF CHULA VISTA, CALIFORNIA.
B. The o cial logo of the City shall be of the same approximate design as the o cial seal of the City, as
adopted by the City Council from time to time, and may be used on all documents pertaining to the
business of the City.
C. No person or persons shall use or allow to be used any reproduction or facsimile or any purported
reproduction or facsimile of the o cial seal or o cial logo of the City, or any other o cial seal, logo,
insignia, emblem, or symbol of any City agency, department, o ce, board, or commission maliciously, or for
any commercial purpose unless previously authorized by the Council. (Ord. 2278 § 1, 1988; Ord. 1208 § 1; prior
code § 1.12).
The Chula Vista Municipal Code is current through Ordinance 3553, passed July 25, 2023.
Disclaimer: The City Clerk’s O ce has the o cial version of the Chula Vista Municipal Code. Users should contact the City Clerk’s o ce for
ordinances passed subsequent to the ordinance cited above.
To be noti ed when additions, amendments, or revisions are made to the code, send your e-mail address to (be sure to add "Chula Vista Municipal
Code" in the subject line) CPC@codepublishing.com.
City Website: www.chulavistaca.gov
Hosted by Code Publishing Company, A General Code Company.
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Oct. 24, 2023 Item #6 Page 18 of 232
ORDINANCE NO. 2020-04
AN ORDINANCE OF THE CITY COUNCIL OF THE CITY
OF CORONADO, CALIFORNIA, AMENDING SECTION
1.02.070 OF THE CORONADO MUNICIPAL CODE
RELATED TO USE OF THE CITY SEAL AND OTHER
OFFICIAL CITY INSIGNIA
WHEREAS, the City of Coronado was incorporated on December 11, 1890 and regulations
identifying the proper use and permissions for the City seal, graphical City seal, City logo, City
flag and other City insignia have not been codified; and
WHEREAS, the Coronado Municipal Code does not provide for penalties for the
unauthorized use of the City Seal; and
WHEREAS, the City Council may exercise its police powers to prohibit the unauthorized
use of its seal or other official City insignia in order to protect the City from the negative
consequences of the unauthorized use of the official City insignia for commercial, malicious, or
other unauthorized purposes; and
NOW, THEREFORE, the City Council of the City of Coronado, California, does ordain as
follows:
SECTION ONE:
All of the above statements are true.
SECTION TWO:
The adoption of the ordinance is not subject to CEQA pursuant to Section 15060(c)(2) and
15060(c)(3) of the State CEQA Guidelines, because it will not result in a direct or reasonably
foreseeable indirect physical change in the environment and is not a “project,” as defined in Section
15378 of the CEQA Guidelines.
SECTION THREE:
Section 1.02.070 of the Coronado Municipal Code is hereby replaced in its entirety to read
as follows:
1.02.070 City Seal and Other Official City Insignia.
A. Definitions.
1. “Seal” means any seal, insignia, decal or other artistic rendering which is substantially
similar to and is designed or intended to be a facsimile of the common seal of the city of
Coronado or the city seal, as provided in Government Code Section 40811, as may be
amended from time to time.
DocuSign Envelope ID: 66786F19-2C1E-48F0-BC3C-C076F81D8C89
Oct. 24, 2023 Item #6 Page 19 of 232
2. The “Common Seal of the City of Coronado” shall consist of the following device: A
crown with the inscription, “City of Coronado, State of California,” arranged in a circle,
surrounding the crown. Within such circle shall be the words and figures, “incorporated
1890.” It is depicted as follows:
3. The “City Logos” shall be as follows:
4. The “City Flag” shall be as follows:
5. The “City of Coronado Lifeguard patch or emblem” shall be as follows:
DocuSign Envelope ID: 66786F19-2C1E-48F0-BC3C-C076F81D8C89
Oct. 24, 2023 Item #6 Page 20 of 232
6. The “Coronado Golf Course Logo” shall be as follows:
7. “Official city insignia” means a seal of the city of Coronado; a seal, patch, emblem, logo,
or insignia of any division or program of the city of Coronado; the city of Coronado flag;
a modified seal of the city of Coronado for a cultural, ceremonial, or other public events;
and any other intellectual property right owned by the city of Coronado.
B. Use of official city insignia. It is unlawful to use or allow to be used in any manner whatsoever
the official city insignia of the city of Coronado, or any cut, facsimile, or reproduction of the
official city insignia, or make or use any design which is an imitation of official city insignia or of
the design thereof, for malicious or commercial purposes, or for any purpose other than for city
purposes or for the purposes of any officer, board or department of the city, without the express
consent of the city manager of the city of Coronado or his/her designee.
C. Enforcement.
1. Each unlawful use of official city insignia shall constitute a distinct and separate
violation and may be punished accordingly.
2. Any person or entity violating or causing or permitting a violation of this section is
subject to the penalty provisions as set forth in Chapters 1.08 and 1.10 of the Coronado
Municipal Code.
DocuSign Envelope ID: 66786F19-2C1E-48F0-BC3C-C076F81D8C89
Oct. 24, 2023 Item #6 Page 21 of 232
SECTION FOUR:
If any section, subsection, sentence, clause, phrase, or portion of this Ordinance is for any
reason held to be invalid or unconstitutional by the decision of any court of competent jurisdiction,
such decision shall not affect the validity of the remaining portions of this Ordinance. The City
Council of the City of Coronado hereby declares that it would have adopted this Ordinance and
each section, subsection, sentence, clause, phrase, or portion thereof, irrespective of the fact that
any one or more section, subsection, sentence, clause, phrase, or portion may be declared invalid
or unconstitutional.
SECTION FIVE:
This ordinance shall be effective thirty (30) days after its adoption. Within fifteen (15)
days after its adoption, the City Clerk shall cause this ordinance to be published pursuant to state
law.
PASSED, ADOPTED, AND APPROVED by the City Council of the City of Coronado at a
regular meeting thereof this 18th day of August 2020, by the following vote, to wit:
AYES: BENZIAN, DONOVAN, HEINZE, SANDKE, BAILEY
NAYS: NONE
ABSTAIN: NONE
ABSENT: NONE
____________________________________
RICHARD BAILEY, Mayor of the
City of Coronado, California
ATTEST:
________________________________
JENNIFER EKBLAD, City Clerk of the
City of Coronado, California
DocuSign Envelope ID: 66786F19-2C1E-48F0-BC3C-C076F81D8C89
Oct. 24, 2023 Item #6 Page 22 of 232
*****
STATE OF CALIFORNIA )
COUNTY OF SAN DIEGO : ss.
CITY OF CORONADO )
I, JENNIFER EKBLAD, City Clerk of the City of Coronado, hereby certify that the
foregoing ORDINANCE NO. 2020-04 passed at the regular meeting of the City Council of the
City of Coronado held on the 18th day of August 2020, after having been read at the regular
meeting of said City Council held on the 21st day of July 2020.
________________________________
JENNIFER EKBLAD, City Clerk of the
City of Coronado, California
ORDINANCE NO. 2020-04
DocuSign Envelope ID: 66786F19-2C1E-48F0-BC3C-C076F81D8C89
Oct. 24, 2023 Item #6 Page 23 of 232
Oct. 24, 2023 Item #6 Page 24 of 232
TABLE OF CONTENTS
02 Brand Overview
03 City of Coronado Logo (Primary)
04 City of Coronado Seal
05 City of Coronado Logos (Alternate)
06 City Brand I Color Palette
07 Typography
08 City Specific Project Logo
09 Department Logo - Fire Department
10 Department Logo - Police Department
11 Department Logo - Library Logo
12 Department - Recreation & Golf Services Logo
13 Design Guidelines
14 Application Examples - Business Card
15 Application Examples - Power Point Slide #1
16 Application Examples - Power Point Slide #2
17 Application Examples - Zoom Backgrounds
18 Application Examples - City Letterhead
19 Application Examples - City Memorandum
20 Application Examples - Thank you / Note card
21 Application Examples - Fleet Vehicle Branding
22 Application Examples - City Signage
23 Application Examples - E-Signatures
1Oct. 24, 2023 Item #6 Page 25 of 232
The City of Coronado’s brand is the face we present to the community.
It is the total effect of our logo, services, programs, official city seal, and all other key touch points that represent the City of Coronado government.
These branding standards allow our City departments to provide a
consistent, unified identity to the community.
The consistent use of the City’s branding guidelines helps build a unique, recognizable
presence to Coronado visitors and residents alike. The use of this guide will maintain the integrity of our identity. When creating materials on behalf of the City, please help present our unified brand by following these guidelines.
This Branding Guide and the City logos and City seal are on the N Drive in the
Communications folder. Please contact the Communications & Engagement Officer in the City Manager’s Office if you have questions about the logo usage or other branding.
The Branding Guide is located on the N Drive Access folder under -> Communications > Graphic Standards -> Manual.
BRAND
Overview
2Oct. 24, 2023 Item #6 Page 26 of 232
The City of Coronado Logo is the graphic representation of the City. It serves as a quick identifier of the
City of Coronado and should be a consistent component in our communications efforts. The City logo is used as the City of Coronado’s primary signature and can only be used by the City, unless authorized (City organized, sponsored, or endorsed events, publications).
The City logo should be used in the following communications:
Apparel & collateral (shirts, hats, etc.) I Print and digital materials I Electronic use I Promotional materials e.g. pens, give-a-ways - *may also use secondary logo.
The City logo is located in the on the N Drive folder under > Communications > City Logo
City of Coronado
Primary Logo
Transparent logo
may be used on dark
backgrounds.
COLOR CITY LOGO
BLACK & WHITE
WHITE/TRANSPARENT
PMS 342
Green
CITY LOGO COLORS
CMYK 100 / 0 / 71 / 43
RGB 5 / 104 / 57
HEX #066747
Black
CMYK 0 / 0 / 0 / 100
RGB 0 / 0 / 0
HEX #000000
City Logo Guidelines:
Logo must be used in color, black and white, and white/transparent versions. Brand colors should remain the same.
Logo should not be stretched, condensed, or redrawn.
To ensure adequate clarity and visual impact, clear space should surround the logo on all sides.
Always use the digital images provided (EPS, JPG, TIFF,
PNG). Scanned or other versions are not acceptable.
3
3Oct. 24, 2023 Item #6 Page 27 of 232
The City seal serves as a formal symbol that captures the historical background, ethical principles, and
distinct identity of the city. It should not be used with City, Fire, Police, or other city logos, promotional
items, email signatures, or outside its intended use.
It should be used in the following communications:
Official documents I Proclamations and certificates
The City Seals located on the N Drive folder under > Communications > City Seal
BLACK & WHITE
COLOR CITY SEAL
WHITE/TRANSPARENT
Black
PMS 342
Green
CITY SEAL COLORS
CMYK 100 / 0 / 71 / 43
RGB 5 / 104 / 57
HEX #066747
Black
CMYK 0 / 0 / 0 / 100
RGB 0 / 0 / 0
HEX #000000
City of Coronado
City Seal
4Oct. 24, 2023 Item #6 Page 28 of 232
The alternate logo is used on the City stationary and may be used individually for brand-related
applications, such as pins/buttons, social media, certain types of signage, apparel, banners, and
business cards.
It should be used in the following communications:
City letterhead I Promotional items I Print & digital I Certain types of signage, banners I business
cards
The crown is used on monument signs and
may be used individually for brand-related
applications.
COLOR
BLACK & WHITE
WHITE / TRANSPARENT
CORONADO CROWN
Gold
CMYK 12/ 42 / 64 / 0
RGB 226 / 157/ 106
HEX #E29F3A
City of Coronado
Alternate Logos
PMS 342
Green
BRAND COLORS
CMYK 100 / 0 / 71 / 43
RGB 5 / 104 / 57
HEX #066747
Black
CMYK 0 / 0 / 0 / 100
RGB 0 / 0 / 0
HEX #000000
5Oct. 24, 2023 Item #6 Page 29 of 232
The City of Coronado color palette is the visual component of our brand. These colors represent
our brand identity. The colors should not be changed or altered.
CMYK 100 / 0 / 71 / 43
RGB 5 / 104 / 57
HEX #066747
PMS 342 Green
Coronado Logo
CMYK 12/ 42 / 64 / 0
RGB 226 / 157/ 106
HEX #E29F3A
Gold
CMYK 83 / 42 / 70 / 2
RGB 39 / 93 / 76
HEX #275c4c
CMYK 0 / 0 / 0 / 100
RGB 0 / 0 / 0
HEX #000000
CMYK 0 / 0 / 0 / 0
RGB 255 / 255 / 255
HEX #FFFFF
City of Coronado
City Brand I Color Palette
6
Black White
CMYK 68 / 21 / 0 /39
RGB 49 / 22 / 156
HEX #317a9B
CMYK 17 / 7 / 0 / 41
RGB 124 / 139 / 50
HEX #7c8b96
CMYK 84 / 47 / 33 / 7
RGB 44 / 112 / 138
HEX #2c708a
Aqua Blue
Medium Grey Teal Green 317
CMYK 56 / 0 / 13 / 65
RGB 40 / 90 / 78
HEX #285a4e
Oct. 24, 2023 Item #6 Page 30 of 232
Typography is a basic element of the City of Coronado identity system. Consistent use of the approved typefaces are important in creating a recognizable image. The City of Coronado
typography includes a primarily type family, Lato or Arial family for the body of a document type and the EB Garamond family, used for headlines, subheads and emphasis. A combination
of both Lato (or Arial) with EB Garamond can be used together.
The Lato font is the preferred font to be used in general correspondence and internal and
external forms. The alternate sans serif type family Arial, may also be substituted.
Primary Type Family: Lato
Text Use: Lato font has been chosen as the primary typeface because it is both professional and friendly. Lato, a sans serif font, should be used for all body text when possible within brochures and other communication materials. The sans serif type family, Arial, may also be
substituted.
Headline or Charts, Other: EB Garamond FontTo create an attractive contrast between typefaces, secondary typeface EB Garamond may be
used in headlines, or used selectively for emphasis, such as charts, sidebars, and captions, but large blocks of body copy should always appear in Lato or Arial or a similar sans serif font to
ensure readability.
TYPOGRAPHY EXAMPLES
LATO ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdfghijklmnopqrstuvwxyz
1234567890
ARIAL ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdfghijklmnopqrstuvwxyz
1234567890
EB Garamond ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdfghijklmnopqrstuvwxyz
1234567890
City Typography
Primary I Alternate I Typography Examples
7Oct. 24, 2023 Item #6 Page 31 of 232
The Project Coronado logo is used for the Project Coronado website or when appropriate for the City’s graphic representation of its project website. Project Coronado replaces any former
Comment Coronado text or logos.
PROJECT CORONADO BRAND GUIDELINES
Logo Variations with or without Tagline
Brand Colors
Project Coronado
Specific Logo
CMYK 68 / 21 / 0 /39
RGB 49 / 22 / 156
HEX #317a9B
Project Coronado Aqua Blue Project Coronado
Green 317
CMYK 17 / 7 / 0 / 41
RGB 124 / 139 / 50
HEX #7c8b96
Project Coronado
Medium Grey
8
Project Coronado
Teal
CMYK 84 / 47 / 33 / 7
RGB 44 / 112 / 138
HEX #2c708a
CMYK 56 / 0 / 13 / 65
RGB 40 / 90 / 78
HEX #285a4eOct. 24, 2023 Item #6 Page 32 of 232
The Coronado Fire Department logo serves as an identifier of the City’s fire department and should
adhere to the same standards of integrity as our City logo. The Fire Department also uses the Beach Lifeguard logo for the division. The logos can also be used in social media branding, marketing, website, and other Fire Department matters. Whenever possible, the City logo should be added in
tandem with any department logo.
Fire Logo / Patch Beach Lifeguard Logo
FIRE DEPARTMENT
Logo(s)
CMYK 27 / 90 / 78 /20
RGB 156 / 52 / 55
HEX #9c3436
Red
Blue Green
CMYK 100 / 95 / 7 / 1
RGB 42 / 56 / 140
HEX #2a378b
CMYK 80 / 24 / 91 / 9
RGB 55 / 137 / 75
HEX #317a9B
CMYK 27 / 29 / 59 / 1
RGB 189 / 169 / 122
HEX #bda97a
Dark Blue
CMYK 99 /96 / 32 / 56
RGB 17 / 14 / 62
HEX #100e3e
Sand
9
Fire Brand Colors
Dark Blue
CMYK 96 / 87 / 36 / 29
RGB 34 / 49 / 91
HEX #22315a
CMYK 87 / 71 / 3 / 0
RGB 57 / 90 / 164
HEX #385aa3
Medium Blue
CMYK 46 / 13 / 11 / 0
RGB 137 / 188 / 210
HEX #88bcdz
Light Blue
CMYK 5 / 24 /100 / 0
RGB 241 / 192 / 25
HEX #f1bf19
Gold
CMYK 11 / 84 / 98 / 2
RGB 213 / 78 / 41
HEX #d44d29
Dark Orange
Oct. 24, 2023 Item #6 Page 33 of 232
The Coronado Police Department logo serves as an identifier of the City’s police department and should adhere to the same standards of integrity as our City logo. The logo and other Police
Department identified logos are used on official apparel, in social media branding, marketing, website, and other Police Department matters. Whenever possible, the City logo should be added in tandem with any department logo.
POLICE DEPARTMENT
Logo
Police Logo Police Badge
PMS 282C
RGB 31 / 20 / 59
HEX #00214
PF 358
Navy Blue
Police Brand Colors
PF 434
Silver Grey
PF 4895
DK Grey
PF 4255
Warm Grey
PMS 5295C
RGB 70 / 69 / 77
HEX #b3b0c4
PMS 4255 C
RGB 226 / 159 / 58
HEX #cbc4bc
CMYK 0 / 0 / 0 /65
RGB 90 / 90 /90
HEX #5A5A5A
PF 900
Black
RGB 0 / 0 / 100
HEX #bfc900hex
10
The Police Department badge shouldnot be used in place of the Department logo
Oct. 24, 2023 Item #6 Page 34 of 232
The Coronado Public Library logo serves as an identifier of the City’s public library and should
adhere to the same standards of integrity as our City logo. The logo can also be used in social media branding, marketing, website, and other Library matters. Whenever possible, the City logo should be added in tandem with any department logo.
Library Color Logo
Library Brand Colors
Black & White Logo
CMYK 100 / 0 71 / 43RGB 5 / 104 / 57 HEX #056839
PMS 342
Green
CMYK 0 / 30 / 11RGB 226 / 159 / 58HEX #E29F3A
CORONADO PUBLIC LIBRARY
Logo
11
Gold
Green Logo
Oct. 24, 2023 Item #6 Page 35 of 232
The Recreation & Golf Services’ logos uses the City logo for administration and recreation. Golf
Services and the Tennis Center have separate logos. The logos can also be used in social media branding, marketing, website, and other department identified matters. Whenever possible, the City logo should be added in tandem with any department logo. Recreation and the John
D. Spreckels Center use the primary City logo.
RECREATION & GOLF SERVICES
Logo
Golf Services Logo
Tennis Center Logo
12
Coronado Golf & Tennis
CenterColors
CMYK 2 / 33 / 100 / 8
RGB 218/ 170/ 0
HEX #DAAA00
PMS 110
Gold
PMS 871
CMYK 93 / 24 / 85 / 68
RGB 21/ 71 / 52
HEX #154734
PMS 3435
Green
Alt. Metallic Gold
PMS 375
Tennis Ball
PMS 3275
Ocean Teal
PMS 213
Engery Pink
PMS 2592
Tonal Purple
Tennis Center Additional Colors
CMYK 77 / 2 / 52 0
RGB 0 / 179 / 152
HEX #00b398
CMYK 44 / 9 / 7 / 22
RGB 20/ 47 / 33
HEX #97d700
CMYK 0 / 88 / 47 / 11
RGB 89 / 11 / 47
HEX #e31c79
CMYK 15 / 79 / 0 / 29
RGB 60 / 15 / 71
HEX #9B26B6Oct. 24, 2023 Item #6 Page 36 of 232
Consistency and accuracy in branding is key for success.
Here’s how to best present the City brand consistently.
Logo
• The logo should not be altered in any way. This includes changing the color, rotating it,
stretching it, or adding a drop shadow.
• The logo should have ample clear space around it.
• When printing on white, use the color or black and white.
• When printing on a background other than white, use the transparent (PNG) color, black &
white, or white logos.
Color
• The colors in this brand guide can be used for digital and print. The RGB and HEX codes
are digital colors, and the CMYK codes are print colors.
• When in doubt, keep it simple. Black text on a white background always looks good.
Print Collateral
• When working with a professional printer, always ask for a digital or printed proof before
approving.
• Most printers will ask for an .eps or vector file for printing. Contact the City Manager’s
Communications Office for this file type.
DESIGN
GUIDELINES
13Oct. 24, 2023 Item #6 Page 37 of 232
The following pages show examples of how the City’s brand can be incorporated into everyday applications. Requests for customizations should be coordinated through the Communications
& Engagement Officer in the City Manager’s Office.
Print Guidelines: Business Card Paper Weight & Stock Type Standard business card paper weight should be 300 GSM (14 Pt/0.014 inches thick). The finish on the business card depends on if you will write on it. If so, use an uncoated finish. To increase the thickness or durability of the businsess card, use a glossy, matte, or UV coating.
Business Card
Templates
14
OPTION 1
Business card
OPTION 2
Business card
Oct. 24, 2023 Item #6 Page 38 of 232
POWERPOINT TEMPLATES
SLIDE EXAMPLE # 1
The City PowerPoint templates are located on the N Drive folder under> Communications > PowerPoint
15Oct. 24, 2023 Item #6 Page 39 of 232
16
POWERPOINT TEMPLATES
SLIDE EXAMPLE # 2
Oct. 24, 2023 Item #6 Page 40 of 232
17
ZOOM BACKGROUNDS
Background Options
Oct. 24, 2023 Item #6 Page 41 of 232
LETTERHEAD
TEMPLATE
City letterhead templates are located on the N Drive folder under > Communications > Letterhead
18Oct. 24, 2023 Item #6 Page 42 of 232
19
CITY MEMORANDUM
TEMPLATE
The City memo templates are located on the N Drive folder under > Communications > City Memo
Oct. 24, 2023 Item #6 Page 43 of 232
20
CITY THANK YOU/NOTE CARD
TEMPLATES
The City thank you or note cards can be printed per the size the department needs. The inside of the cards are blank. The crown may be gold embossed printed.
OPTION 1 Thank you / Note card
(front of card)
OPTION 2 Thank you / Note card (front of card)
Oct. 24, 2023 Item #6 Page 44 of 232
21
CITY FLEET VEHICLES
EXAMPLES
Vehicle logos and graphics are handled through the Public Services & Engineering Department’s Fleet
Division for proper placement and design to ensure the graphics are uniform and consistent with the City logo branding guide.
Oct. 24, 2023 Item #6 Page 45 of 232
22
CITY SIGNAGE
EXAMPLES
Oct. 24, 2023 Item #6 Page 46 of 232
OPTION 1
STANDARD SIGNATURE
E-SIGNATURE
APPROVED VERSIONS
CITY OF CORONADOCity Manager’s Office | coronado.ca.us1825 Strand Way | Coronado, CA 92118
T: 619-522-7335 I E: cm@coronado.ca.us
Tina Friend
City Manager
TINA FRIEND I City ManagerCity of Coronado I coronado.ca.us1825 Strand Way I Coronado, CA 92118
T: 619-522-7335 I E: cm@coronado.ca.us
23
OPTION 2
STANDARD SIGNATURE
* Employee use of pronouns optional on signatures
Oct. 24, 2023 Item #6 Page 47 of 232
08/18/20
SECOND READING AND ADOPTION OF “AN ORDINANCE OF THE CITY COUNCIL OF THE CITY OF CORONADO AMENDING SECTION 1.02.070 OF THE CORONADO
MUNICIPAL CODE RELATED TO USE OF THE CITY SEAL AND OTHER OFFICIAL CITY INSIGNIA”
RECOMMENDATION: Adopt “An Ordinance of the City Council of the City of Coronado, Amending Section 1.02.070 of the Coronado Municipal Code Related to Use of the City Seal and
Other Official City Insignia.”
FISCAL IMPACT: None.
CITY COUNCIL AUTHORITY: The adoption of an ordinance amending the Municipal Code
is a legislative action. Legislative actions establish the rules, policies, or standards of general
applicability to be followed by the City Council, staff or subordinate committees or commissions. Legislative actions tend to express a public purpose and make provisions for the ways and means of accomplishing the purpose.
PUBLIC NOTICE: In lieu of the full text of the ordinance being published within 15 days after
passage, a summary of the proposed ordinance was published on July 29, 2020 and a summary will be published 15 days after adoption.
CALIFORNIA ENVIRONMENTAL QUALITY ACT (CEQA) DETERMINATION: The
adoption of this ordinance is not subject to CEQA pursuant to Section 15060(c)(2) and 15060(c)(3)
of the State CEQA Guidelines, because it will not result in a direct or reasonably foreseeable indirect physical change in the environment and is not a “project,” as defined in Section 15378 of the CEQA Guidelines.
BACKGROUND AND ANALYSIS: This ordinance was introduced on July 21, 2020. The City
of Coronado maintains seals and logos for use with official City publications. The City has three seals that serve as the official emblem for the City of Coronado. The City Seal is situated centrally in the council chambers. This Seal is identified as the common seal of the City, as set forth in Government Code Section 34501. Coronado Municipal Code section 1.02.070 currently contains
a description of the common seal of the City; however, it does not address any logos or insignia as
addressed below. It also does not contain any enforcement mechanisms for misuse of the seal.
The proposed Ordinance defines the City seals, logos, and insignia to be protected. It also clarifies that City insignia may only be used subject to City permission. The proposed Ordinance also
clearly states what constitutes a violation and provides an enforcement mechanism. A violation
of unauthorized use of the official City insignia should be determined based on each misuse and not based on each day.
Submitted by City Clerk’s Office/Ekblad
Attachment: A) Ordinance No. 2020-04
CM AS CA CC CD CE F L P PSE R/G
BK NA JNC JE NA NA NA NA NA NA NA
39
5c
Oct. 24, 2023 Item #6 Page 48 of 232
DEL MAR
Brand Logo Guidelines
Draft updated 10/14/19Oct. 24, 2023 Item #6 Page 49 of 232
01
BRAND LOGOS
2
NOTE:
Use of the City Seal and City Logos must be authorized by the City.
Oct. 24, 2023 Item #6 Page 50 of 232
Del Mar Brand Logo Guidelines 3
BRAND LOGOS | CITY SEAL
USAGE
The City seal will generally be reserved for use on official vehicles and documents only, such as certificates and
proclamations.
The City seal cannot be used in conjunction with the City logo.
CITY SEAL
Concept illustration only — do not use for reproduction
Oct. 24, 2023 Item #6 Page 51 of 232
Del Mar Brand Logo Guidelines 4
BRAND LOGOS | CITY SEAL
SIZE REQUIREMENTS
The seal should not be used smaller than one inch wide when printed, or
smaller than 96 pixels wide when used digitally.
1 inch/96 pixels
CLEAR SPACE
To maintain the visibility of the seal, always leave clear space between it and any other elements in the
layout. The clear space should be at least 25% of the width of the seal.
25%25%
25%
25%
Oct. 24, 2023 Item #6 Page 52 of 232
Del Mar Brand Logo Guidelines 5
BRAND LOGOS | MASTER LOGO
MASTER LOGO
The master logo is the platform on which the brand is built. The identity helps to differentiate Del Mar from other
cities and increases community pride. Central to the logo is a silhouette of the Torrey pine, a tree that is unique to
Del Mar and that represents the individuality, strength, and sophistication of the city and its residents.
In order to grow and protect the City of Del Mar’s brand, it is important to use the logo properly and consistently.
Please adhere to the guidelines presented in this document when using the logo internally and in public.
The 9/30/2019 Council approved Brand Logo Guidelines included a requirement to use the trademark symbol in
all printed and digital forms, but not signage, apparel, and vehicle decals. The decision has been made not to use
a TM or R symbol next to the logo including printed and digital forms.
MASTER LOGO | STACKED
MASTER LOGO | HORIZONTAL
Oct. 24, 2023 Item #6 Page 53 of 232
Del Mar Brand Logo Guidelines 6
BRAND LOGOS | MASTER ICON
USAGE
The master icon of the Torrey pine branch can be used without the text of the logos and displayed by itself in art
installations or to brand street furniture and fixtures. The master icon can also be combined with Optima text on
signage
MASTER ICON
MASTER ICON | KNOCKED OUT
Oct. 24, 2023 Item #6 Page 54 of 232
Del Mar Brand Logo Guidelines 7
BRAND LOGOS | GRAPHIC SUPPORT COMPONENT
USAGE
The Torrey pine branch, from the master icon, is a visual element that can be used by itself in special
circumstances.
The size and transparency can be modified to suit the application. While the proportions, cropping and
orientation of the element must be maintained (no distortion, rotating or inverting).
Colors can be selected from the primary colors.
GRAPHIC SUPPORT
Oct. 24, 2023 Item #6 Page 55 of 232
Del Mar Brand Logo Guidelines 8
BRAND LOGOS | MASTER LOGO
SUBSIDIARY LOGO
The subsidiary master logo includes “California” in the wordmarks.
USAGE
The subsidiary master logo is to be used only for national promotional materials and the Del Mar website.
SUBSIDIARY MASTER LOGO | CENTERED
SUBSIDIARY MASTER LOGO | HORIZONTAL
Oct. 24, 2023 Item #6 Page 56 of 232
Del Mar Brand Logo Guidelines 9
BRAND LOGOS | SECONDARY LOGO
SECONDARY LOGO
The secondary logo is based on the master logo, but adds “City of” to the wordmark.
USAGE
These secondary logos are to be used for official business when referring to the City of Del Mar as an entity and
the City seal is not appropriate. Examples of usage include building signage, letterhead, business cards, website,
social networking sites, other printed materials, and promotional items.
SECONDARY LOGO | CENTERED
SECONDARY LOGO | STACKED CENTERED
Oct. 24, 2023 Item #6 Page 57 of 232
Del Mar Brand Logo Guidelines 10
BRAND LOGOS | ALTERNATE SECONDARY LOGO
USAGE
An alternate secondary logo may be used when space constraints make using the secondary logo impossible.
ALTERNATE SECONDARY LOGO | STACKED HORIZONTAL
ALTERNATE SECONDARY LOGO | HORIZONTAL
Oct. 24, 2023 Item #6 Page 58 of 232
Del Mar Brand Logo Guidelines 11
SUBSIDIARY SECONDARY LOGO | CENTERED
SUBSIDIARY SECONDARY LOGO | HORIZONTAL
BRAND LOGOS | SECONDARY LOGO
SUBSIDIARY LOGO
The subsidiary secondary logo includes “California” in the Shango Sans Regular font in the wordmarks.
USAGE
The subsidiary secondary logo is to be used only for national promotional materials and the Del Mar website.
Oct. 24, 2023 Item #6 Page 59 of 232
Del Mar Brand Logo Guidelines 12
BRAND LOGOS | DEPARTMENT & PROJECT LOGOS
DEPARTMENT & PROJECT LOGOS
These logos add the name of a specific department or project to the secondary logo. To create a department/
project logo, the “City of Del Mar” portion should be pulled from an existing file of the secondary logo. Then the
department/project name should be added below it in Shango Sans Regular. This second line should be sized to
approximately 50% the height of the M in the secondary logo.
USAGE
See samples below for horizontal and stacked department/project logos.
DEPARTMENT & PROJECT LOGOS | HORIZONTAL
DEPARTMENT & PROJECT LOGOS | STACKED
Oct. 24, 2023 Item #6 Page 60 of 232
Del Mar Brand Logo Guidelines 13
BRAND LOGOS | DEPARTMENT & PROJECT LOGOS
SPECIAL PROJECT LOGOS
In some special circumstances a project may warrant the development of a unique logo for identity and
communications. In those instances, any graphics created should comply with the Del Mar brand logo guidelines.
When a special project logo is used in communications it can be accompanied by the master logo or a secondary
logo — but not a department or project logo (as shown on page 12).
SPECIAL PROJECT LOGO EXAMPLE
Oct. 24, 2023 Item #6 Page 61 of 232
Del Mar Brand Logo Guidelines 14
BRAND LOGOS | INCORRECT USAGE
DEL MAR
Don’t change the color.Don’t use secondary colors.
Don’t add elements.Don’t rearrange elements.
Don’t change the font.
Don’t change the proportions.
Oct. 24, 2023 Item #6 Page 62 of 232
Del Mar Brand Logo Guidelines 15
BRAND LOGOS | INCORRECT USAGE
Don’t change the layout of
Torrey pine branch.
Don’t change the orientation.
Don’t rotate.Don’t add effects.
Don’t distort.
Don’t use the text alone.
Oct. 24, 2023 Item #6 Page 63 of 232
Del Mar Brand Logo Guidelines 16
BRAND LOGOS | SIZE REQUIREMENTS
The logo should not be used smaller than one inch wide when printed, or
smaller than 96 pixels wide when used digitally.
1 inch/96 pixels
25%
100%
25%25%
CLEAR SPACE
To maintain the visibility of the logo, always leave clear space between it and any other elements in the
layout. The clear space should be at least 25% of the width of the logo.
Oct. 24, 2023 Item #6 Page 64 of 232
17
02
BRAND LOGO
COLORS
Oct. 24, 2023 Item #6 Page 65 of 232
Del Mar Brand Logo Guidelines 18
PMS 357
CMYK: 80 / 0 / 100 / 56
RGB: 0 / 98 / 37
HEX: #006225
Black
CMYK: 0 / 0 / 0 / 100
RGB: 0 / 0 / 0
HEX: #000000
White
CMYK: 0 / 0 / 0 / 0
RGB: 255 / 255 / 255
HEX: #FFFFFF
BRAND LOGO COLORS | PRIMARY COLORS
USAGE
The primary brand logo color is PMS 357, a dark forest green that is used on the main logo. When possible, spot
color is preferred to the CMYK equivalent.
The alternatives to PMS 357 are a 100% black or white.
Primary colors are used for the logo and are recommended for headline and body text.
Oct. 24, 2023 Item #6 Page 66 of 232
Del Mar Brand Logo Guidelines 19
BRAND LOGO COLORS | READABILITY
USAGE
Communications may incorporate a variety of colors that should be chosen based on compatibility with the
primary brand logo colors. Which primary color is used for the logo should take into account readability.
Oct. 24, 2023 Item #6 Page 67 of 232
Del Mar Brand Logo Guidelines 20
BRAND LOGO COLORS | LOGO COLORS
NOTE ABOUT SIGNAGE:
The icon can be reversed out for physical signage. When this is done, care should be taken to assure that the
Torrey pine branches will be darker than the surrounding material.
This is the only time this version of the icon should be used. It never should be used for printing or electronic
media.
EXAMPLE OF MASTER LOGO ADAPTED FOR SIGNAGE
Oct. 24, 2023 Item #6 Page 68 of 232
21
03
TYPOGRAPHY
Oct. 24, 2023 Item #6 Page 69 of 232
Del Mar Brand Logo Guidelines 22
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Optima
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Optima Bold
BRAND TYPOGRAPHY | TYPEFACES
BRAND TYPEFACES
Optima and Optima Bold are the preferred choice for City of Del Mar communications. However, two additional
supporting typefaces may be used instead of, or in conjuction with Optima. Do not use other typefaces (including
Shango to try to match the logo, for example).
Title
Heading
Subheading
Text
Captions
HIERARCHY
This is an example of how Optima and Optima Bold may be used, along with the primary brand colors, to create
a hierarchy in a printed document.
36 pt Optima Bold in forest green
24 pt Optima Bold in forest green
14 pt Optima Bold in black
11 pt Optima in black
9 pt Optima in black
Oct. 24, 2023 Item #6 Page 70 of 232
Del Mar Brand Logo Guidelines 23
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Arial
abcdefghijklmnopqrstuvwxyz
ACDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
abcdefghijklmnopqrstuvwxyz
ACDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
abcdefghijklmnopqrstuvwxyz
ACDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
abcdefghijklmnopqrstuvwxyz
ACDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Georgia
Georgia Italic
Georgia Bold
Georgia
Bold Italic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Arial Black
BRAND TYPOGRAPHY | SUPPORTING TYPEFACES
Oct. 24, 2023 Item #6 Page 71 of 232
24
04
DESIGN SAMPLES
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Del Mar Brand Logo Guidelines 25
Department Name
1050 Camino Del Mar, Del Mar, CA 92014 | 999.999.9999 | delmar.ca.us
To whom it may concern:
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis varius venenatis bibendum. Donec blandit
tristique est, in interdum urna commodo eget. Vestibulum sollicitudin magna ligula, at blandit nulla convallis
vel. Quisque tempor, nisi ut placerat feugiat, orci sem gravida est, nec viverra purus urna quis mauris.
Aenean tempus elit a urna venenatis, vel dictum mauris pulvinar. Vestibulum ante ipsum primis in faucibus
orci luctus et ultrices posuere cubilia Curae; Vestibulum non ligula ac enim accumsan consequat a a justo.
Aliquam auctor, ex in vulputate mollis, nulla dolor pretium sem, ac elementum libero odio et magna.
Cras in justo commodo, porta ligula eget, finibus leo. Donec tincidunt congue urna, vitae dignissim ipsum
consequat vitae. Proin eleifend eu velit et dictum.
Sed id scelerisque mauris, eu porttitor magna. Etiam quis tempor libero. Donec fermentum ligula non mattis
cursus. Donec dui lacus, imperdiet non tempor dictum, feugiat in felis. In eget metus ornare, congue mi eu,
suscipit neque. Quisque sit amet eros at dolor dapibus ornare. Nam volutpat placerat dapibus. Maecenas
pretium ex et turpis tempor tincidunt. Integer ultrices varius dictum. Fusce rhoncus a risus mattis suscipit.
Suspendisse mattis quis est vel mattis. Nunc et ullamcorper ex.
Cras facilisis dui at arcu consequat accumsan. Morbi nec vulputate mi, sed posuere felis. In nec magna
dignissim, venenatis orci nec, pulvinar quam. Donec fermentum tempus metus, vitae pulvinar felis venenatis
et. Aenean ut pharetra magna. Donec purus eros, bibendum nec tristique et, ultricies eget neque. Morbi id
urna et tellus vestibulum eleifend in fringilla nulla.
Morbi sed turpis ac risus posuere tincidunt id vel leo. Duis vestibulum euismod interdum. Pellentesque sit
amet arcu commodo, pretium justo non, viverra purus. Vivamus sed massa varius diam faucibus viverra.
Maecenas commodo nunc in augue imperdiet egestas. Morbi elementum, magna non condimentum semper,
risus arcu molestie ipsum, eget bibendum odio neque eu quam. Nunc eu ornare mi. In accumsan, purus
dapibus volutpat aliquam, sapien eros dapibus mauris, vel aliquam purus ex scelerisque ex. Donec rhoncus
volutpat purus, ut interdum ex ornare in. Proin non massa sed urna tristique auctor. Pellentesque mollis quis
neque eu imperdiet. Sed ultricies fermentum mauris sit amet efficitur. Nunc tempor turpis ante.
Aenean lacinia scelerisque libero. Curabitur et gravida felis. Sed volutpat lectus eget lectus varius aliquet.
Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nullam at
diam consequat, scelerisque purus quis, condimentum ex. Morbi accumsan consequat nunc eget congue.
Curabitur eget massa molestie, consectetur libero sed, cursus est. Donec est neque, dignissim et nibh eget,
tempor porta purus. Nulla non metus a quam convallis elementum. Curabitur tincidunt convallis dapibus.
Suspendisse sed massa justo. Phasellus rutrum maximus lectus, ac malesuada erat. In auctor, dolor non
commodo hendrerit, enim nibh viverra dui, id ullamcorper mauris magna et leo. Nullam blandit lacus ac
nisi interdum, sed egestas sapien cursus. Vestibulum ultricies porta rhoncus.
Department Name
1050 Camino Del Mar
Del Mar, CA 92014
Department Name
1050 Camino Del Mar
Del Mar, CA 92014
delmar.ca.us
Employee First Name Last Name
Title
P 999.555.1234
C 999.555.4321
F 999.555.5678
emailaddress@delmar.ca.us
DESIGN SAMPLES | LETTERHEAD & BUSINESS CARD
Oct. 24, 2023 Item #6 Page 73 of 232
Del Mar Brand Logo Guidelines 26
Department Name
1050 Camino Del Mar, Del Mar, CA 92014 | 999.999.9999 | delmar.ca.us
To whom it may concern:
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis varius venenatis bibendum. Donec blandit
tristique est, in interdum urna commodo eget. Vestibulum sollicitudin magna ligula, at blandit nulla convallis
vel. Quisque tempor, nisi ut placerat feugiat, orci sem gravida est, nec viverra purus urna quis mauris.
Aenean tempus elit a urna venenatis, vel dictum mauris pulvinar. Vestibulum ante ipsum primis in faucibus
orci luctus et ultrices posuere cubilia Curae; Vestibulum non ligula ac enim accumsan consequat a a justo.
Aliquam auctor, ex in vulputate mollis, nulla dolor pretium sem, ac elementum libero odio et magna.
Cras in justo commodo, porta ligula eget, finibus leo. Donec tincidunt congue urna, vitae dignissim ipsum
consequat vitae. Proin eleifend eu velit et dictum.
Sed id scelerisque mauris, eu porttitor magna. Etiam quis tempor libero. Donec fermentum ligula non mattis
cursus. Donec dui lacus, imperdiet non tempor dictum, feugiat in felis. In eget metus ornare, congue mi eu,
suscipit neque. Quisque sit amet eros at dolor dapibus ornare. Nam volutpat placerat dapibus. Maecenas
pretium ex et turpis tempor tincidunt. Integer ultrices varius dictum. Fusce rhoncus a risus mattis suscipit.
Suspendisse mattis quis est vel mattis. Nunc et ullamcorper ex.
Cras facilisis dui at arcu consequat accumsan. Morbi nec vulputate mi, sed posuere felis. In nec magna
dignissim, venenatis orci nec, pulvinar quam. Donec fermentum tempus metus, vitae pulvinar felis venenatis
et. Aenean ut pharetra magna. Donec purus eros, bibendum nec tristique et, ultricies eget neque. Morbi id
urna et tellus vestibulum eleifend in fringilla nulla.
Morbi sed turpis ac risus posuere tincidunt id vel leo. Duis vestibulum euismod interdum. Pellentesque sit
amet arcu commodo, pretium justo non, viverra purus. Vivamus sed massa varius diam faucibus viverra.
Maecenas commodo nunc in augue imperdiet egestas. Morbi elementum, magna non condimentum semper,
risus arcu molestie ipsum, eget bibendum odio neque eu quam. Nunc eu ornare mi. In accumsan, purus
dapibus volutpat aliquam, sapien eros dapibus mauris, vel aliquam purus ex scelerisque ex. Donec rhoncus
volutpat purus, ut interdum ex ornare in. Proin non massa sed urna tristique auctor. Pellentesque mollis quis
neque eu imperdiet. Sed ultricies fermentum mauris sit amet efficitur. Nunc tempor turpis ante.
Aenean lacinia scelerisque libero. Curabitur et gravida felis. Sed volutpat lectus eget lectus varius aliquet.
Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nullam at
diam consequat, scelerisque purus quis, condimentum ex. Morbi accumsan consequat nunc eget congue.
Curabitur eget massa molestie, consectetur libero sed, cursus est. Donec est neque, dignissim et nibh eget,
tempor porta purus. Nulla non metus a quam convallis elementum. Curabitur tincidunt convallis dapibus.
DESIGN SAMPLES | CITY SEAL LETTERHEAD
USAGE
The City seal letterhead could be used for letters relating to compliance or regulatory matters.
Oct. 24, 2023 Item #6 Page 74 of 232
Del Mar Brand Logo Guidelines 27
DESIGN SAMPLES | PRESENTATION SLIDES
Department
Title of
the Presentation
Cit of Del MarFIRE DEPARTMENT
Section Heading
Subheading
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis
varius venenatis bibendum. Donec blandit tristique est, in
interdum urna commodo eget.
• Vestibulum sollicitudin magna ligula at blandit
• Nulla convallis vel quisque tempor nisi ut placerat feugiat
• Orci sem gravida est nec viverra purus urna quis mauris
TITLE SLIDE
INFORMATIONAL SLIDE
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SIGNAGE
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Del Mar Brand Logo Guidelines 29
SIGNAGE | GUIDELINES
FEATURES
To encourage a consistent look throughout the City, informational signs should follow these guidelines whenever
practical. There may be instances where the site will require use of alternate materials to be consistent with
building materials or décor:
• Background in forest green (PMS 357) or stainless steel
• Leave clear space between the master icon and the message, at least 50% of the height of the icon
• Primary message in Optima Bold; white when on green; green (PMS 357) or black when on
stainless steel
• Additional details in white in Optima; white when on green; green (PMS 357) or black when on
stainless steel
PRIMARY MESSAGE
IN
OPTIMA BOLD
Additional details
in Optima
Lorem ipsum dolor sit amet
Consectetur adipiscing elit
metus libero
Nunc mollis quam sagittis tortor vitae
PRIMARY MESSAGE
IN
OPTIMA BOLD
Additional details
in Optima
Lorem ipsum dolor sit amet
Consectetur adipiscing elit
metus libero
Nunc mollis quam sagittis tortor vitae
SIGNAGE
GREEN BACKGROUND EXAMPLE
SIGNAGE
STAINLESS STEEL EXAMPLE
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Del Mar Brand Logo Guidelines 30
SIGNAGE | GUIDELINES
PRIMARY MESSAGE
IN OPTIMA BOLD
Additional details in Optima
Lorem ipsum dolor sit amet
Consectetur adipiscing elit metus libero
Primary Message
in Optima Bold
Additional details in Optima
Lorem ipsum dolor sit amet
Consectetur adipiscing elit metus libero
SIGNAGE
GREEN BACKGROUND EXAMPLE
SIGNAGE
STAINLESS STEEL EXAMPLE
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Del Mar Brand Logo Guidelines 31
SIGNAGE | EXAMPLES OF INCORRECT USAGE
• Use City of Del Mar logo
• Use primary colors for text
• Use Optima font
• City of Del Mar should be smaller relative to
subject matter text/graphics
• Choose one application of the pine needle in
the sign
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Del Mar Brand Logo Guidelines 32
SIGNAGE | WAYFINDING
To be developed in the future in accordance with brand standards in this guide.
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Del Mar Brand Logo Guidelines 33
SIGNAGE | STREET FURNITURE
Street furniture should use the master logo (without “City of”) or the Torrey pine icon. Accompanying verbiage
should use Optima or Optima Bold, if practical.
CORRECT USAGE
CURRENT USAGE | BENCH PLAQUE
Future usage: icon in green or black
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Del Mar Brand Logo Guidelines 34
SIGNAGE | STREET FURNITURE
Street furniture should use the master logo (without “City of”) or the Torrey pine icon. Accompanying verbiage
should use Optima or Optima Bold, if practical.
CURRENT USAGE
Future usage: “Bike Del Mar” in Optima
CURRENT USAGE
Future usage: “Trash” in Optima
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Del Mar Brand Logo Guidelines 35
SIGNAGE | VEHICLES
CURRENT USAGE:
Vehicles currently use the city seal with “City of Del Mar” in text below.
FUTURE USAGE:
City vehicles should use the City seal. Below the seal, in Optima Bold, should be City of Del Mar in text and
the department listed in text. The proportions of the seal should never be altered, however the size of the seal
and text and their placement will vary depending on the specific vehicle.
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Del Mar Brand Logo Guidelines 36
SIGNAGE | UNIFORMS
USAGE
Uniforms will use a City of Del Mar logo that can be applied in either white, black or green (PMS 357).
Public Works
Public Works
ic W
o
r
k
s
Note that these are sample illustrations and actual placement is subject to the type of apparel selected.
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37
06
AFFILIATED LOGOS
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Del Mar Brand Logo Guidelines 38
AFFILIATED LOGOS
DEL MAR VILLAGE AND DEL MAR VILLAGE ASSOCIATION
The Del Mar Village Association (DMVA) is a non-profit main street and destination marketing organization that
works in partnership with the City of Del Mar and is made up of Del Mar residents, downtown business owners
and commercial property owners dedicated to working together to enhance the vitality of Del Mar Village while
preserving the community’s history and unique character.
DEL MAR VILLAGE LOGO
The Del Mar Village logo is used on all marketing materials generated by the DMVA as a partner with the City
of Del Mar. The Del Mar Village logo gives the Village a unifying brand identity and distinguishes it from the
surrounding areas that use the name Del Mar in some fashion but are not part of Del Mar proper. It positions Del
Mar Village as a destination to outside visitors.
DEL MAR VILLAGE ASSOCIATION LOGO
The Del Mar Village Association logo is used on communications to demonstrate the organization’s role in
sponsoring, hosting, promoting or organizing community services, programming, improvement projects and
events in partnership with the City of Del Mar.
Please reference the 2018 Del Mar Village Association and Del Mar Village Brand Style Guide for details regarding
affiliated brand logo guidelines.
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10/16/23, 11:32 AM Chapter 1.18 CUSTODY AND USE OF THE CITY SEAL, CITY LOGO, AND CITY INSIGNIA
https://library.qcode.us/lib/encinitas_ca/pub/municipal_code/item/title_1-chapter_1_18?view=all 1/2
Encinitas, California Municipal Code
Title 1 GENERAL PROVISIONS
Chapter 1.18 CUSTODY AND USE OF THE CITY SEAL, CITY LOGO, AND CITY INSIGNIA
1.18.010 Definitions.
1.18.020 Use of City Seal, City Logo and City Insignia.
1.18.030 Prohibited Uses of City Seal, City Logo and City Insignia.
1.18.040 Penalties.
1.18.010 Definitions.
“City Seal” means the official seal of the City of Encinitas as adopted by City Council Resolution No. 87-73 on July 27, 1987. The City Seal of
the City of Encinitas is described as a form of a die two inches in diameter; the form of the die is two circles, one inside the other.
Within the small circle is a view of the surf, sky and setting sun; to the central right is a bluff and directly below it, extending through the outer
circle, a poinsettia; in the foreground is a beach with some vegetation and to the left foreground the head of a horse; above the horse is a
bird with wings outspread, one extending into the outer circle; imprinted in the top of the outer circle is the words, “City of Encinitas” and at
the bottom of the outer circle is the words “Incorporated 1986”, as depicted below.
“City Logo” means an illustrative logo, with a surfer at the top of a cliff overlooking the ocean and the words “City of Encinitas” to the right of
the illustration. The design depicts the coastal bluff form based on Swami’s Beach Park, and includes the form of a coastal Torrey Pine tree
and the form of a person holding a surfboard. There is a vertical and a horizontal version, examples of which are set forth below.
“City Insignia” means in addition to the City Seal and City Logo as designated by the City Council, any other logos, website banners,
letterhead, business cards, or emblems depicting or including the City of Encinitas, as approved by the City Manager. (Ord. 2021-05)
1.18.020 Use of City Seal, City Logo and City Insignia.
A. The City Clerk or designee, acting as the custodian of the City Seal, City Logo and any City Insignia, is authorized to use or affix the
City Seal, City Logo and any City Insignia to all certificates and documents as may be required by law, by this Municipal Code, or by City
ordinance or resolution, to authenticate official City documents or to indicate institutional sanction for official, legal and ceremonial purposes.
Oct. 24, 2023 Item #6 Page 88 of 232
10/16/23, 11:32 AM Chapter 1.18 CUSTODY AND USE OF THE CITY SEAL, CITY LOGO, AND CITY INSIGNIA
https://library.qcode.us/lib/encinitas_ca/pub/municipal_code/item/title_1-chapter_1_18?view=all 2/2
B. The City Seal, City Logo and any City Insignia shall only be used for purposes directly connected with the official business of the City of
Encinitas, its City Council, boards and commissions, committees, officers or departments, except upon written authorization of the City
Manager or designee.
C. City officers, employees, members of the City Council and members of City boards, commissions and committees may use stationery,
printed materials and other articles with the City Seal, City Logo or City Insignia while acting within the scope of their office or employment.
D. The Director of Public Works shall designate the particular motor vehicle or other vehicles or items of property belonging to the City of
Encinitas, or in connection with which replicas or near representations of the City Seal, City Logo or City Insignia shall be used. The City
officers or employees having immediate charge or control of the motor vehicles or property shall obtain replicas of the City Seal, City Logo or
City Insignia from the City Clerk and affix the same thereto and maintain the same thereon.
E. The City Council retains the right to create variations of the City Seal and City Logo, and to adopt and establish other official City Seals
and City Logos. Such variations may include, but are not limited to, centennial or other seals or logos which mark anniversaries, events,
and/or any other City occasion the City Council wishes to commemorate. The City Seal and City Logo may only be altered pursuant to
ordinance or resolution of the City Council.
F. The City Manager or designee is authorized to determine the appropriate use of City Insignia. The City Manager shall not approve any
use of the City Insignia in such a manner as to suggest City endorsement of events, political issues, products and other uses that are
prohibited by law, or in a discriminatory manner or manner inconsistent with this chapter. (Ord. 2021-05)
1.18.030 Prohibited Uses of City Seal, City Logo and City Insignia.
A. It is unlawful for any person or entity to make use of the City Seal, City Logo, and/or City Insignia or any portion, facsimile, mock-up, or
reproduction thereof, or make or use of any design, symbol, emblem, insignia or similar device that is an imitation of said City Seal, City
Logo, or City Insignia, or that may be mistaken therefor, that is designed, intended or likely to confuse, deceive or mislead the public, for
private or commercial purposes or for any purpose other than the official business of the City without the express written consent of the City
Clerk or City Manager or their designees under the authority granted by the City Council.
B. No person, firm, association, or corporation shall use the City Seal, City Logo, and/or City Insignia, or any facsimile thereof for
purposes of supporting or opposing the nomination or election to any City or other public office of him or herself or any other person, or for
purposes of supporting or opposing any ballot measure, nor include such City Seal, City Logo, and/or City Insignia on any writing distributed
for purposes of influencing the action of the electorate, or any part thereof, in any election. This section shall not be applicable to writings
issued by the City of Encinitas or the City Council as a whole pursuant to law.
C. Unauthorized use of the City Seal, City Logo, and/or City Insignia for commercial, malicious, deceptive, fraudulent, or other
unauthorized purposes without the express written authorization of the City of Encinitas is declared to be a public nuisance and the City can
abate or enjoin such use pursuant to this Municipal Code. (Ord. 2021-05)
1.18.040 Penalties.
Violation of this chapter shall be an infraction or misdemeanor, as determined by the City Attorney, and punishable by a fine not exceeding
$500.00, or imprisonment for a term not exceeding six months, or by both such fine and imprisonment. Nothing herein prevents the City from
using any other available civil and/or criminal remedies allowed by law to protect the City Seal, City Logo, and City Insignia from improper or
illegal use. (Ord. 2021-05)
Contact:
City Clerk: 760-633-2601
Published by Quality Code Publishing, Seattle, WA. By using this site, you agree to the terms of use.
Oct. 24, 2023 Item #6 Page 89 of 232
CITY OF ESCONDIDO
CITY MANAGER'S
ADMINISTRATIVE DIRECTIVE
Directive No.: 21
Date: 11/2016, 11/2020
Originating Dept.: Comm. & CS
SUBJECT: USE OF ESCONDIDO CITY SEAL OR CITY OF CHOICE LOGO
PURPOSE:
To provide guidelines on the use of city seal or logo.
POLICY:
1. The City insignia (seal) as described in Chapter 2, Section 2-1 of the Code of Ordinances
has been designated as the legal seal. The City of Choice logo is the “city brand” for
marketing purposes.
2. The following guidelines should be followed:
3. All "E" plate City vehicles shall be marked with City insignia except as approved by the
City Manager.
4. All shoulder patches worn on employee's uniforms shall reflect the City insignia and shall
be worn only during the employee's regular hours of employment.
5. Employees may, with approval of the City Manager and at their own expense, have the
City seal or City of Choice logo printed on an article of clothing (T-shirt, vest, jacket or
similar items). Any such clothing displaying the City insignia shall be worn only during
the employee’s regular hours of employment. Clothing with the City of Choice logo may
be worn at any time.
Additional information about use of the City of Choice logo and City Seal is described in the City
of Escondido Communications Plan.
Oct. 24, 2023 Item #6 Page 90 of 232
10/16/23, 1:19 PM Sec. 2-1. Seal described.
https://library.qcode.us/lib/escondido_ca/pub/municipal_code/item/chapter_2-article_1-sec_2_1?1/1
Escondido, California Municipal Code
Chapter 2 ADMINISTRATION
ARTICLE 1. IN GENERAL
Sec. 2-1. Seal described.
The seal of the city shall be as follows:
(Code 1957, § 1011)
State law reference — City clerk is custodian of seal, Gov. Code, § 40811.
Contact:
City Clerk: 760-839-4617
Published by Quality Code Publishing, Seattle, WA. By using this site, you agree to the terms of use.
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10/16/23, 11:29 AM La Mesa, CA Code of Ordinances
about:blank 1/1
Chapter 1.04 - CITY SEAL
Sections:
1.04.010 - City seal—Codi cation—Description.
The city council does hereby codify the corporate seal of the city with lettering, form, arrangement and
design all as set forth and shown as follows:
The only form of the corporate seal for use by or for the city shall be the form of seal set forth in this
section.
(Ord. 97-2682 § 1 (part); August 26, 1997)
1.04.020 - City seal—Unlawful uses.
It shall be unlawful for any person to make or use the seal of the city or any cut, facsimile or
reproduction of the seal, or to make or use any seal or any design which is an imitation of the seal, or of the
design thereof, which may be mistaken for the seal of the city by an ordinary reasonable person, for any
purpose other than for city purposes without the express consent of the city council.
(Ord. 97-2682 § 1 (part); August 26, 1997)
1.04.030 - City seal—Custody.
The city clerk shall have the official custody of the official seal of the city.
(Ord. 97-2682 § 1 (part); August 26, 1997)
1.04.040 - Violation—Penalties.
Any person, firm or corporation violating any of the provisions of this chapter shall be guilty of a
misdemeanor.
(Ord. 97-2682 § 1 (part); August 26, 1997)
Oct. 24, 2023 Item #6 Page 104 of 232
10/19/23, 9:37 AM Chapter 1.22 CITY SEAL AND LOGOS
https://library.qcode.us/lib/lemon_grove_ca/pub/municipal_code/item/title_1-chapter_1_22?view=all 1/2
Lemon Grove, California Municipal Code
Title 1 GENERAL PROVISIONS
Chapter 1.22 CITY SEAL AND LOGOS
1.22.010 City seal and logos—Establishment.
1.22.020 Custodian of city seal.
1.22.030 Custodian of city logos.
1.22.040 Use of the city seal and logos.
1.22.050 Prohibited uses of city seal and logos.
1.22.060 Violation—Penalty.
1.22.010 City seal and logos—Establishment.
A. The city hereby adopts the official seal for embossing official city documents, the design of which is set forth below:
B. The city hereby adopts two official logos, the designs of which are set forth below:
(Ord. 416 § 2, 2013)
1.22.020 Custodian of city seal.
The city clerk or designee shall be the custodian of the official seal for the city, in the manner allowed by Government Code Section
40811, as amended. (Ord. 416 § 2, 2013)
1.22.030 Custodian of city logos.
The city manager or designee shall be the custodian of the official logos of the city. (Ord. 416 § 2, 2013)
1.22.040 Use of the city seal and logos.
A. Use of the City Seal. The city clerk or designee, acting as the custodian of the official seal of the city, is authorized to use the city seal
on any ordinance, resolution, honoraria, certificate, notarial jurat or acknowledgement, or other instrument necessary to authenticate official
city documents or to indicate institutional sanction for official, legal and ceremonial purposes.
Oct. 24, 2023 Item #6 Page 105 of 232
10/19/23, 9:37 AM Chapter 1.22 CITY SEAL AND LOGOS
https://library.qcode.us/lib/lemon_grove_ca/pub/municipal_code/item/title_1-chapter_1_22?view=all 2/2
B. Use of the City Logos. The city manager or designee, acting as the custodian of the official logos of the city, is authorized to
determine the appropriate use of the logos and to ensure that the logos are used only on documents, property, and programs that reflect
official city business, ownership, or endorsement, and to identify persons duly elected or appointed to a city position or office. In deciding the
manner by which the city’s official logos may be utilized, the city manager shall endeavor to protect the city’s brand, reputation and credibility
by preventing use of the logos in such a manner as to suggest city endorsement of events, political issues, products and other uses that are
prohibited by law. The city council may allow use of the logos in a manner consistent with this chapter and in a non-discriminatory manner.
(Ord. 416 § 2, 2013)
1.22.050 Prohibited uses of city seal and logos.
A. It is unlawful for any person or entity to make use of the city seal and/or the city logos or any portion, facsimile, mock-up, or
reproduction thereof, or make or use of any design, symbol, emblem, insignia or similar device that is an imitation of said city seal or city
logos, or that may be mistaken therefor, that is designed, intended or likely to confuse, deceive or mislead the public, for private or
commercial purposes or for any purpose other than the official business of the city without the express written consent of the city clerk or city
manager or their designees under the authority granted by the city council.
B. No person, firm, association, or corporation shall use the city seal and/or the city logos, or any facsimile thereof for purposes of
supporting or opposing the nomination or election to any city or other public office of him or herself or any other person, or for purposes of
supporting or opposing any ballot measure, nor include such city logo on any writing distributed for purposes of influencing the action of the
electorate, or any part thereof, in any election. This section shall not be applicable to writings issued by the city of Lemon Grove or the city
council as a whole pursuant to law. (Ord. 416 § 2, 2013)
1.22.060 Violation—Penalty.
Violation of this chapter shall be an infraction or misdemeanor, as determined by the city attorney, and punishable by a fine not exceeding
five hundred dollars, or imprisonment for a term not exceeding six months, or by both such fine and imprisonment. Nothing herein prevents
the city from using any other available civil and/or criminal remedies allowed by law to protect the city seal and logos from improper or illegal
use. (Ord. 416 § 2, 2013)
Contact:
City Clerk: 619-825-3800
Published by Quality Code Publishing, Seattle, WA. By using this site, you agree to the terms of use.
Oct. 24, 2023 Item #6 Page 106 of 232
10/16/23, 11:36 AM National City, CA Code of Ordinances
about:blank 1/4
Chapter 1.08 - OFFICIAL CITY SEALS, LOGOS, INSIGNIAS, BADGES AND NAMES*
1.08.010 - City seal.
The following symbol with the inscription thereupon constitutes and is adopted as the official seal of the
city.
(Ord. 2312 § 1 (part), 2008)
1.08.020 - City insignia.
The following symbol with the inscription thereupon constitutes and is adopted as the official insignia of
the city.
(Ord. 2312 § 1 (part), 2008)
1.08.030 - City logo.
The following symbol with the inscription thereupon constitutes and is adopted as an official logo of the
city.
Oct. 24, 2023 Item #6 Page 107 of 232
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(Ord. 2312 § 1 (part), 2008)
1.08.040 - City logo.
The following symbol with the inscription thereupon constitutes and is adopted as an official logo of the
city.
(Ord. 2312 § 1 (part), 2008)
1.08.050 - O cial city name adopted.
The official name for the city shall be the "City of National City," and constitutes and is adopted as the
official name for the city. The name "National City" shall also constitute a secondary official name for the
city.
(Ord. 2312 § 1 (part), 2008)
1.08.060 - O cial community development commission of the city of National City name adopted.
The official name for the community development commission of the community shall be "Community
Development Commission of the City of National City," and constitutes and is adopted as the official name
for the commission. The name "Community Development Commission" shall also constitute a secondary
official name for the community development commission of the community.
(Ord. 2312 § 1 (part), 2008)
1.08.065 - O cial Successor Agency to the Community Development Commission as the National City
Redevelopment Agency name adopted.
Oct. 24, 2023 Item #6 Page 108 of 232
10/16/23, 11:36 AM National City, CA Code of Ordinances
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The official name for the Successor Agency to the Community Development Commission as the National
City Redevelopment Agency shall be the "Successor Agency to the Community Development Commission as
the National City Redevelopment Agency," and hereby constitutes and is adopted as the official name for
the Successor Agency to the Community Development Commission as the National City Redevelopment
Agency. The name "successor agency" shall also constitute a secondary official name for the Successor
Agency to the Community Development Commission as the National City Redevelopment Agency.
(Ord. No. 2013-2382, § 2, 8-20-2013)
1.08.070 - Police department badges.
The following symbols with the inscriptions thereupon constitute and are adopted as the official badges
of the police department of the city.
(Ord. 2312 § 1 (part), 2008)
(Ord. No. 2013-2382, § 3, 8-20-2013)
1.08.080 - Fire department badges.
The following symbols with the inscriptions thereupon constitute and are adopted as the official badges
of the fire department of the city.
(Ord. 2312 § 1 (part), 2008)
(Ord. No. 2013-2382, § 3, 8-20-2013)
1.08.090 - Fire department logo.
Oct. 24, 2023 Item #6 Page 109 of 232
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A.
B.
The following symbol with the inscription thereupon constitutes and is adopted as the official logo of the
fire department of the city.
(Ord. 2312 § 1 (part), 2008)
1.08.100 - Violations.
The city seal, insignia, logo, official name, the community development commission official name
and logo, the police department badge, and the fire department badge and logo are for the
exclusive use by the city, the community development commission, and their officials and
employees, in the course and scope of their official duties. No other persons may use, adopt,
alter, or reproduce the city seal, insignia, logo, official name, the community development
commission official name and logo, the police department badge, and the fire department badge
and logo without the express written authorization of the city manager of the city of National City.
A violation of any provision of this chapter or a failure to comply with any mandatory
requirements of this chapter is subject to prosecution in accordance with Title 1 of the National
City Municipal Code and may be enforced through criminal, civil, administrative, injunctive or
other relief available by law. Criminal penalties for violations of the provisions of this chapter may
result in up to a misdemeanor citation for each day in violation, punishable by a maximum of one
year in jail and a one thousand dollar fine.
(Ord. 2312 § 1 (part), 2008)
Oct. 24, 2023 Item #6 Page 110 of 232
CITY OF OCEANSIDE
ADMINISTRATIVE DIRECTIVE
SUBJECT:City Seal and Logo Usage NUMBER PAGE
AD-64 1 of 2
ISSUE DATE:
8/21/2013
.PURPOSE
The purpose of this Administrative Directive is to establish policies/procedures regarding
the usage of the City seal and logos.
The City seal and City logos are the property of the City of Oceanside.The seal is used
to emboss official City documents and instruments to validate their authenticity and to
indicate institutional sanction of official,legal,and ceremonial purposes.
The logos are a graphic emblem used to identify documents,property,and programs
that reflect official City business,ownership,or endorsement,and to identify persons
duly elected or appointed to a City position or office.
II.RESPONSIBILITIES
A.The City Clerk is the custodian of the official seal of the City.
B.The City Manager is the custodian of the official logos of the City.
III.POLICY
A.The City Clerk is the custodian of the City seal and is authorized to use the City
seal on any ordinance,resolution,honoraria,certificate,notarial jurat or
acknowledgement,or other instrument necessary to authenticate official City
documents or to indicate institutional sanction for official,legal,and ceremonial
purposes.
B.The City Manager is authorized to determine the appropriate usage of the logos
and to ensure that the logos are used only on official City documents,City
property,and City programs that reflect official City business,or ownership,and to
identify persons duly elected or appointed to a City position or office.
The City Manager will endeavor to protect the City's brand,reputation,and
credibility by preventing use of the logos in such a manner as to suggest City
endorsement of events,political issues,products,and other uses that are not
approved by the City.
C.City staff shall not authorize any person,firm,association,or corporation to use
the City logos for private or commercial purposes.
CITY OF OCEANSIDE
ADMINISTRATIVE DIRECTIVE
SUBJECT: City Seal and Logo Usage NUMBER
AD-64
PAGE
lof2
ISSUE DATE:
8/21/2013
I. PURPOSE
The purpose of this Administrative Directive is to establish policies/procedures regarding
the usage of the City seal and logos.
The City seal and City logos are the property of the City of Oceanside. The seal is used
to emboss official City documents and instruments to validate their authenticity and to
indicate institutional sanction of official, legal, and ceremonial purposes.
The logos are a graphic emblem used to identify documents, property, and programs
that reflect official City business, ownership, or endorsement, and to identify persons
duly elected or appointed to a City position or office.
II. RESPONSIBILITIES
A. The City Clerk is the custodian of the official seal of the City.
B. The City Manager is the custodian of the official logos of the City.
III. POLICY
A. The City Clerk is the custodian of the City seal and is authorized to use the City
seal on any ordinance, resolution, honoraria, certificate, notarial jurat or
acknowledgement, or other instrument necessary to authenticate official City
documents or to indicate institutional sanction for official, legal, and ceremonial
purposes.
B. The City Manager is authorized to determine the appropriate usage of the logos
and to ensure that the logos are used only on official City documents, City
property, and City programs that reflect official City business, or ownership, and to
identify persons duly elected or appointed to a City position or office.
The City Manager will endeavor to protect the City's brand, reputation, and
credibility by preventing use of the logos in such a manner as to suggest City
endorsement of events, political issues, products, and other uses that are not
approved by the City.
C. City staff shall not authorize any person, firm, association, or corporation to use
the City logos for private or commercial purposes.
Oct. 24, 2023 Item #6 Page 111 of 232
CITY OF OCEANSIDE
ADMINISTRATIVE DIRECTIVE
SUBJECT:City Seal and Logo Usage NUMBER PAGE
AD-64 2 of 2
ISSUE DATE:
8/21/2013
V.RESPONSIBILITY FOR REVIEW
The City Manager shall review this policy annually or as necessary.
Approved:3 'Z/~13
Date City Manager
CITY OF OCEANSIDE
ADMINISTRATIVE DIRECTIVE
SUBJECT: City Seal and Logo Usage NUMBER
AD-64
PAGE
2 of 2
ISSUE DATE:
8/21/2013
RESPONSIBILITY FOR REVIEW
The City Manager shall review this policy annually or as necessary.
V.
City Manager
Approved: 8
Date
Oct. 24, 2023 Item #6 Page 112 of 232
9/26/23, 3:40 PM Chapter 1.16 CUSTODY AND USE OF CITY SEAL AND CITY INSIGNIA
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Chapter 1.16
CUSTODY AND USE OF CITY SEAL AND CITY INSIGNIA
Sections:
1.16.010 Definitions.
1.16.020 Designation of City seal and logo.
1.16.030 Use of City seal and City insignia.
1.16.040 Prohibited uses of City seal and City insignia.
1.16.050 Penalties.
1.16.010 Definitions.
A. “City seal” and “City logo” is as adopted by the Mayor and City Council on December 29, 1981, by
Resolution No. 197.
B. “City insignia” is defined as the City seal, City logo, and City flag as well as other logos, website
banners, letterhead, business cards, or emblems depicting or including City insignia as approved by
the City Manager. (Ord. 824 § 1, 2019)
1.16.020 Designation of City seal and logo.
A. The seal and logo of the City of Poway, California, shall be as follows:
B. The City seal and City logo is described as oval in shape, and two inches at its widest diameter with
two concentric ovals. Within the smaller oval shall appear a design depicting Twin Peaks and the
Espola Road Oak Tree with the words, “Incorporated 1980.” Within the larger oval and outside the
Oct. 24, 2023 Item #6 Page 113 of 232
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limits of the inner oval shall be the words, “City of Poway” and “The City in the Country.” (Ord. 824 § 1,
2019)
1.16.030 Use of City seal and City insignia.
A. Use of Seal and Logo. The City Clerk or designee, acting as the custodian of the official seal of the
City, is authorized to use the City seal on any ordinance, resolution, honoraria, certificate, notarial jurat
or acknowledgement, or other instrument necessary to authenticate official City documents or to
indicate institutional sanction for official, legal and ceremonial purposes. The City seal shall only be
used for the official business of the City of Poway, its City Council, boards and commissions,
committees, officers or departments, except upon approval of the City Council by ordinance or
resolution. Except as provided for in this section, no person, other than the City of Poway, shall
reproduce, use, give away, sell, or distribute any seal or logo, or facsimile thereof, purporting to be or
represented to be the City seal or City logo of the City of Poway.
B. Additional City Seals. The City of Poway City Council retains the right to create variations of the
City seal and City logo and to adopt and establish other official seals. Such variations may include, but
are not limited to, centennial seals, or other seals which mark anniversaries, events, and/or any other
City occasion the City Council wishes to commemorate.
C. Amendment of City Seal. The City seal may be altered pursuant to resolution of the City Council.
D. Custodian of City Seal and Other Council-Adopted Seals. The City Clerk shall be the official
custodian of the City seal, and any other City seals adopted by City Council.
E. Custodian of City Logo and City Insignia. The City Manager shall be the official custodian of the
City logo and City insignia.
F. Use of City Insignia. The City Manager or designee, acting as the custodian of the official City
insignia of the City, is authorized to determine the appropriate use of and to ensure that City insignia is
used only on documents, property, and programs that reflect official City business, ownership, or
endorsement, and to identify persons duly elected or appointed to a City position or office. In deciding
the manner by which the City’s official insignia may be utilized, the City Manager shall endeavor to
protect the City’s brand, reputation and credibility by preventing use of the insignia in such a manner
as to suggest City endorsement of events, political issues, products and other uses that are prohibited
by law. The City Council may allow use of the insignia in a manner consistent with this chapter and in
a nondiscriminatory manner. (Ord. 824 § 1, 2019)
1.16.040 Prohibited uses of City seal and City insignia.
Oct. 24, 2023 Item #6 Page 114 of 232
9/26/23, 3:40 PM Chapter 1.16 CUSTODY AND USE OF CITY SEAL AND CITY INSIGNIA
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A. It is unlawful for any person or entity to make use of the City seal and/or the City insignia or any
portion, facsimile, mock-up, or reproduction thereof, or make or use of any design, symbol, emblem,
insignia or similar device that is an imitation of said City seal or City insignia, or that may be mistaken
therefor, that is designed, intended or likely to confuse, deceive or mislead the public, for private or
commercial purposes or for any purpose other than the official business of the City without the
express written consent of the City Clerk or City Manager or their designees under the authority
granted by the City Council.
B. No person, firm, association, or corporation shall use the City seal and/or the City insignia, or any
facsimile thereof for purposes of supporting or opposing the nomination or election to any City or other
public office of him or herself or any other person, or for purposes of supporting or opposing any ballot
measure, nor include such City insignia on any writing distributed for purposes of influencing the
action of the electorate, or any part thereof, in any election. This section shall not be applicable to
writings issued by the City of Poway or the City Council as a whole pursuant to law. (Ord. 824 § 1,
2019)
1.16.050 Penalties.
Violation of this chapter shall be an infraction or misdemeanor, as determined by the City Attorney,
and punishable by a fine not exceeding $500.00, or imprisonment for a term not exceeding six
months, or by both such fine and imprisonment. Nothing herein prevents the City from using any other
available civil and/or criminal remedies allowed by law to protect the City seal and City insignia from
improper or illegal use. (Ord. 824 § 1, 2019)
The Poway Municipal Code is current through Ordinance 861, passed August 15, 2023.
Disclaimer: The city clerk’s office has the official version of the Poway Municipal Code. Users should contact the
city clerk’s office for ordinances passed subsequent to the ordinance cited above.
City Website: https://www.poway.org/
City Telephone: (858) 668-4530
Code Publishing Company
Oct. 24, 2023 Item #6 Page 115 of 232
Visual Style Guide
THE CITY OF SAN DIEGO
FEBRUARY 2017
Oct. 24, 2023 Item #6 Page 116 of 232
Oct. 24, 2023 Item #6 Page 117 of 232
TABLE OF CONTENTS
01 OVERVIEW ...................................... 4
. 'efinition ..................................................5
02 VALUES ........................................... 6
. 'esign 9alues...........................................7
. &ommunity 9alues...................................8
03 THE CITY SEAL................................ 9
. $natomy and 2rigins.............................10
. 6i]ing and *eometry .............................11
. 8sage.......................................................12
04 LOGOS .......................................... 13
. Ζntroduction............................................14
. 3rimary /ogo $natomy .........................15
. &learspace ..............................................16
. /ogo 9ariations and 8sage...................17
. &olor 9ariations......................................18
. 5eYerse....................................................19
. Ζncorrect 8sage......................................20
. 'epartment /ogos.................................21
. +oZ to &reate 7hem .............................22
05 TYPOGRAPHY............................... 23
. Ζntroduction........................................... 24
. 6tyles .......................................................25
06 COLOR PALETTE................................26
. 2YerYieZ ......................................................27
. 3rimary 3alette............................................28
. 6econdary 3alette.......................................29
. &olor 3airings ..............................................30
. &olor 7ones..................................................31
. &olor 7one ([amples..................................32
07 EMAIL SIGNATURE............................33
6tandard (mail 6ignature ................................34
08 CHARTS, GRAPHS AND MAPS ..........35
. &harts and *raphs......................................36
. 'igital 0aps.................................................37
09 DESIGN SAMPLES AND TEMPLATES 38
. 3rint..............................................................39
. 3oZer3oint and 9ideo................................40
. )act 6heets...................................................43
. 2utdoor........................................................45
Correspondence
Style Guide
on Page 46
Oct. 24, 2023 Item #6 Page 118 of 232
01
Overview
Oct. 24, 2023 Item #6 Page 119 of 232
1.1 DEFINITION
Ζ0$*( %< 7(' 0&*5$7+
5 7he &ity of 6an 'iego _ 6tyle *uide _ 2YerYieZ
Style Guide
7he 6tyle *uide proYides a comprehensiYe foundation of graphic standards for proper presentation
of the &ity of 6an 'iegoȇs Yisual identity. 8se of the 6tyle *uide improYes communication by ensuring
consistency Zithin an organi]ation and enforces best practices by guiding designs to a TuicNly
recogni]able professional outcome.
7he 6tyle *uide is deriYed from tZo Ney elements the color palette and the &ity logo. 7ogether they
proYide a unifying theme and position the &ity as 2ne 6an 'iego, speaNing Zith one, unified Yoice.
'eYelopment of the style guide is grounded in e[tensiYe research and testing. )ocus groups, user
interYieZs and online surYeys captured participantȇs ideas and opinions. .ey decisions regarding
content and logo Zere based on feedbacN from the public.
7he &ity can push its identity into e[citing neZ areas. +oZeYer, the identity can only maNe a
positiYe impact if it is used consistently and correctly.
Oct. 24, 2023 Item #6 Page 120 of 232
02
Values
Oct. 24, 2023 Item #6 Page 121 of 232
7 7he &ity of 6an 'iego _ 6tyle *uide _ 9alues
2.1 DESIGN VALUES
'esign Yalues serYe as an outline to folloZ during the design of a proMect.
Key questions to ask:
•:hat is the intent of the document"
•:ill users understand its intent or taNe intended action"
•Ζs this the correct approach for the proMect"
Guidelines to follow:
1 Simple
•6imple Yisuals are easier to consume, process and remember
•(Yerything should be Yisually clear
2 Accessible
•$lZays design Zithin the conte[t of your audience. 1o one should feel left out
•(Yeryone should haYe the resources they need to become a contributor
3 Consistent
•&onsistent Yisual languages build trust
•9isual repetition loZers the barrier to entry for communicating information
4 Contrasted
•&reate a clear hierarchy of information using strong contrast.
7hings should haYe diering si]e, shape and color depending on importance
•/ead the user on the intended path you Zant them to taNeȃmaNe it oYerlyobYious
Oct. 24, 2023 Item #6 Page 122 of 232
8 7he &ity of 6an 'iego _ 6tyle *uide _ 9alues
2.2 COMMUNITY
&ommunity engagement throughout the city reinforced the need to adhere to the Yalues
6an 'iegans say matter the most.
1 Togetherness
6an 'iego Yalues community and taNes pride in its neighborhoods and military.
2 Diversity
6an 'iego Yalues the diYersity of its citi]ens and their cultures and our landscapes.
3 Adventures
6an 'iego Yalues outdoor liYing, the communities that come Zith it.
4 Singular Geography
6an 'iegoȇs geography Neeps us outside and enables an actiYe lifestyle.
Oct. 24, 2023 Item #6 Page 123 of 232
03
The City Seal
Oct. 24, 2023 Item #6 Page 124 of 232
A
C
E
F
H
*
B
D
10 7he &ity of 6an 'iego _ 6tyle *uide _ 7he &ity 6eal
3.1 ANATOMY AND ORIGINS
7he oɝcial seal of the &ity of 6an 'iego Zas adopted by the &ity &ouncil on $pril , .
$. 7he pillars of +ercules are used as supporters to recall the ancient territorial Murisdiction of 6pain.
%. 7he Zinged Zheel represents manufacturing and transportation.
&. 7he tZo connected dolphins symboli]e the 3acific and $tlantic oceans, inseparably united by the
3anama &anal.
'. 7he motto, Ȋ6emper 9igilans,ȋ means ȊeYer Yigilantȋ.
(. 7he orange tree represents agriculture.
). 7he 6panish caraYel represents the e[ploration and settlement by the 6panish.
*. 7he blue ZaYy band beloZ it represents the cityȇs position on the sea.
+. 7he mission, or carmelite belfry, suggests early settlement by the mission fathers.
Oct. 24, 2023 Item #6 Page 125 of 232
'igital $pplications p[
3rinted $pplications .in25%
25%
100%
&learspace
11 7he &ity of 6an 'iego _ 6tyle *uide _ 7he &ity 6eal
3.2 SIZING AND GEOMETRY
Ζn order to maintain the integrity of the seal, the minimum diameter si]e should be . inches
for print or pi[els for digital applications.
7he clearspace for the seal should alZays be a minimum of of the oYerall heightȃas shoZn here.
)or more information on clearspace, see page .
Oct. 24, 2023 Item #6 Page 126 of 232
Electronic file of the City seal available for download at
https://cityhub.sandiego.gov/dept/comm/c/design/_layouts/15/start.aspx#/Style%20Guide%20Files/Forms/Standard%20View.aspx
12 7he &ity of 6an 'iego _ 6tyle *uide _ 7he &ity 6eal
3.3 CITY SEAL USAGE
•7he &ity seal Zas designed by &arlton 0onroe :insloZ and Zas originally used to legitimi]e
or Yalidate documents.
•:ith the adYent of the &ity logo, the &ity seal Zill return to its eleYated status and be reserYed
for use on oɝcial documents only.
•7he seal can be used on reports to council or committee, oɝcial memos, letters, certificates
and proclamations.
•7he &ity seal cannot be used in conMunction Zith the &ity logo.
Oct. 24, 2023 Item #6 Page 127 of 232
04
Logos
Oct. 24, 2023 Item #6 Page 128 of 232
14 7he &ity of 6an 'iego _ 6tyle *uide _ /ogos
4.1 INTRODUCTION
Logo Background
7he logo is at the core of the &ityȇs Yalues. 7he Ȋ2ȋ represents a central point of origin, a rally point
for all residents to share in common.
7he Ȋ6ailsȋ Zrapping around the Ȋ2ȋ symboli]e the geography and amenities that only 6an 'iego
can oer the community.
7his style guide introduces all approYed &ity of 6an 'iego logo Yersions and demonstrates the rules for
both print and digital use. $lZays use the logos in accordance Zith these guidelines.
7he design language in this document is the primary tool for the &ity of 6an 'iego to communicate.
7he face of this communication is the logo. 7he primary logo, shoZn here, has a family of alternates
to be used for specific purposes. :ith this family, 6an 'iego can communicate consistently across
dierent media and si]e reTuirements.
Oct. 24, 2023 Item #6 Page 129 of 232
15 7he &ity of 6an 'iego _ 6tyle *uide _ /ogos
4.2 PRIMARY LOGO ANATOMY
:hen ZorNing Zith the logo, itȇs important to NnoZ the correct terminology. 7he logo is composed of
three parts the sails, the preface, and the logotype. :hen all these elements combineȃZe haYe
the complete logo.
Preface
)or the 3reface, Ȋ7he &ityȋ is set in 0erriZeather %old, Zith Ȋof ȋ being 0erriZeather %old Ζtalici]ed.
Logotype
7he logotype is set in 6ifonn %asic.
1ote /earn more about typography on page .
/ogotype3reface
)ull 3rimary /ogo
6ails
Oct. 24, 2023 Item #6 Page 130 of 232
16 7he &ity of 6an 'iego _ 6tyle *uide _ /ogos
4.3 CLEARSPACE
Clearspace
:orNing Zith the logos reTuires
consistent clearspace. Clearspace
is the “blank” space ( X ) around
the entire logo that is free of text
and other graphics. 7he clearspace
has been set according to specific
dimensions of the dierent logo
components. [ is the minimum
amount of clearspace needed.
Spacing
6pacing of the primary logo
elements should neYer change.
Units
7he method for spacing is measured
in relatiYe Ȋ[ȋ units. 2ne Ȋ[ȋ can be
determined from the height of the
letter Ȋ'ȋ in the logotype.
Electronic files of the City logo in different formats are available for download at
www.sandiego.gov/communications/design
Oct. 24, 2023 Item #6 Page 131 of 232
6hort6paces
/arge6paces
6hort7all
17 7he &ity of 6an 'iego _ 6tyle *uide _ /ogos
4.4 LOGO VARIATIONS AND USAGE
9ariations of the primary logo can be used for communicating across dierent si]e and media
reTuirements. 7he content and si]e should define Zhat type of layout to use.
Primary
7his hori]ontal alternate
ZorNs Zell Zhen the logo is
not meant to be the focus
of the design, but rather an
element of authentication.
Alternate Stacked
7his alternate stacNed logo
is aYailable for use Zhen
the design space is Yertical.
Alternate Initials
7his alternate initials is
perfect for small andor
digital applications. )or
e[ample, on a mobile deYice
Zhen the alternate stacNed
may be scaled too small to
maintain legibility.
Note:
7he color and reYerse Yariations can be applied to the alternate logos.
Oct. 24, 2023 Item #6 Page 132 of 232
4.5 COLOR VARIATIONS
)ull &olor
7Zo &olor
2ne &olor
%lacN :hite
)our &olor
18 7he &ity of 6an 'iego _ 6tyle *uide _ /ogos
Full Color
7he fullcolor logo should be
used as much as possible
across digital and printed
materials. 7he reYersed option
ne[t page should also be used
ZheneYer possible.
Four Color
7he fourcolor logo remoYes
gradients from the sails of
the logo.
Two Color
7he tZocolor logo uses the
blacN and blue colors from
the palette.
One Color
$ singlecolor can be used for
any of the logo alternates
Zhen considering printing
costs. )or e[ample, printing
a 7shirt design.
Black and White
7his option is to be used
for loZ fidelity printing.
)or e[ample, drafts, fa[es
or receipts.
Oct. 24, 2023 Item #6 Page 133 of 232
4.6 REVERSE
Blue Background
19 7he &ity of 6an 'iego _ 6tyle *uide _ /ogos
7he reYerse logo Yersion is for use in applications Zith darN or solidcolor bacNgrounds.
)ull color
)ull color
2ne color reYersed
2ne color reYersed
Dark Backgrounds
Oct. 24, 2023 Item #6 Page 134 of 232
Don’t stretch Don’t resize the type Don’t cover up
Don’t remove elements Don’t add elements Don’t rotate
Don’t change spacing Don’t change kerning Don’t resize the symbol
Don’t change type Don’t change colors Don’t reposition
20 7he &ity of 6an 'iego _ 6tyle *uide _ /ogos
8sing the approYed rules and logo Yersions e[plained in this style guide Zill strengthen brand
consistency and maintain the integrity of the identity.
Ζncorrect usage of 7he &ity of 6an 'iego identity, as seen here in seYeral e[amples, should be aYoided.
4.7 INCORRECT USAGE
Oct. 24, 2023 Item #6 Page 135 of 232
2ne /ine
2ne /ine7Zo :ords
7Zo /ines
Airports
CommunityServices
City Clerk
21 7he &ity of 6an 'iego _ 6tyle *uide _ /ogos
4.8 DEPARTMENT LOGOS
7he &ity of 6an 'iego logo can be used to create department logos. )or consistency, alZays use the
proYided templates found on the ne[t page.
Oct. 24, 2023 Item #6 Page 136 of 232
7emplate $
7emplate %
Department
This MuchLonger Department
Department
Division or Program Name
2ne /ine
7Zo /ines
Do not e[pand out to diYision or program name
22 7he &ity of 6an 'iego _ 6tyle *uide _ /ogos
7hese department logo templates can be used for creating logos Zith Yarying name lengths.
Do
ȏ $lZays start Zith the
approYed template
ȏ $lZays Neep department
names left Mustified
ȏ 8se the font
Merriweather - Regular
Do Not
ȏ 'onȇt haYe a department
name Zrap more than three lines
ȏ 'onȇt change alignment
or geometry
ȏ 'onȇt change or add elements
ȏ 'onȇt breaN the department
name to tZo lines if the first
Zord of the department name
is shorter than the logo
ȏ 'onȇt brand to a diYision or
program, only to the &ity
or department
4.9 HOW TO CREATE THEM
Department logos are available for download at
https://cityhub.sandiego.gov/dept/comm/c/design/_layouts/15/start.aspx#/Style%20Guide%20Files/Forms/Standard%20View.aspx
Oct. 24, 2023 Item #6 Page 137 of 232
05
Typography
Oct. 24, 2023 Item #6 Page 138 of 232
LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
REGULAR
$%&'()*+Ζ-./0123456789:;<=
abcdefghiMNlmnopTrstuYZ[y]
1234567890
ITALIC:
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
BOLD
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Aa
Aa
24 7he &ity of 6an 'iego _ 6tyle *uide _ 7ypography
7he chosen typefaces to e[press 7he &ity of 6an 'iego brand are the full typeface families of
0erriZeather and 2pen 6ans. %oth fonts are aYailable on city computers.
Merriweather
7his serif typeface family is
intended for body copy and
te[t applications. 7en point
is the acceptable standard
font si]e.
Open Sans
7his typeface family is for body
copy and for all headlines.
5.1 INTRODUCTION
Oct. 24, 2023 Item #6 Page 139 of 232
25 7he &ity of 6an 'iego _ 6tyle *uide _ 7ypography
Print Type Styles
7hese e[amples shoZ print type styles and are Zhat compose the type in this document.
Main Title
+eadline
Subhead
Paragraph
Small Paragraph or Call-Out
2pen 6ans 6emi %old
2pen 6ans 5eg
2pen 6ans %old
2pen 6ans %old
0erriZeather 5eg
0erriZeather 5eg
SUBHEAD
5.2 STYLES
0erriZeather 5egular pt.
Lorem ipsum dolor sit amet,
consectetur adipiscing elit, sed
do eiusmod tempor incididunt ut
labore et dolore magna aliqua.
2pen 6ans 5egular pt.
/orem ipsum dolor sit amet,
consectetur adipiscing elit, sed
do eiusmod tempor incididunt ut
labore et dolore magna aliTua.
Oct. 24, 2023 Item #6 Page 140 of 232
06
Color Palette
Oct. 24, 2023 Item #6 Page 141 of 232
27 7he &ity of 6an 'iego _ 6tyle *uide _ &olor 3alette
6.1 OVERVIEW
Inspiration
6an 'iegoȇs natural beauty is ZorldrenoZned. 7his, paired Zith its Zarm atmosphere, are the
foundation and inspiration for the brand colors.
7he color palette includes a dominant blue, a complementary gold, and supporting secondary
neutral tones.
Ζ0$*( %< 0Ζ&+$(/ 0$77Ζ
Oct. 24, 2023 Item #6 Page 142 of 232
2925
0, 152, 219
#0098db
84, 21, 0, 0
3265
0, 199, 178
#00c7b2
76, 0, 38, 0
1375
255, 158, 23
#ffa02f
0, 45, 95, 0
108
252, 217, 0
#fcd900
0, 6, 95, 0
White (paper)
255, 255, 255
#ffffff
0, 0, 0, 0
432
55, 66, 74
#37424a
67, 45, 27, 70
7527
218, 215, 203
#dad7cb
3, 4, 14, 8
306
5*%
+(;
&0<.
28 7he &ity of 6an 'iego _ 6tyle *uide _ &olor 3alette
6.2 PRIMARY PALETTE
&olor matters. $lZays use the appropriate Yersion of the color palette for your needs.
7he four Yersions are
Pantone (PMS)
3antone colors, also NnoZn as the 3antone
0atching 6ystem, is a uniYersal color system
that Zill ensure all Yendors produce the
same colors.
CMYK
3rocess color, otherZise NnoZn as fourcolor
process or &0<., is a blend of four standard
inN colors &yan, 0agenta, <elloZ and .ey
%lacN. 7hese are a printerȇs primaries and can
be combined to create the maMority of Yisible
inN colors.
RGB
5*% color is the spectrum of Yisible colors
that are emitted by a digital monitor. Ζn other
Zords, 5*% is a light based mode of color.
5*% color is best used for Zebsites, digital
publications, and desNtop Zallpapers
Hex
+e[adecimal numbers, or Ȋ+(;ȋ numbers, are
a base numbering system used to define
colors on :eb pages. $ +(; number is Zritten
from and then $).
Oct. 24, 2023 Item #6 Page 143 of 232
PMS
RGB
HEX
CMYK
PMS
RGB
HEX
CMYK
PMS
RGB
HEX
CMYK
3295
0, 123, 105
#007b69
100, 5, 51, 23
2985
0, 149, 129
#009581
97, 1, 49, 3
3245
128, 224, 211
#80e0d3
45, 0, 21, 0
110
215, 169, 0
#d7a900
2, 24, 100, 7
109
254, 209, 0
#fed100
0, 10, 100, 0
100
243, 236, 122
#f3ec7a
0, 0, 58, 0
433
27, 36, 42
#1b242a
90, 69, 40, 89
431
94, 106, 113
#5d676f
45, 27, 17, 51
427
209, 212, 211
#d1d4d3
7, 3, 4, 5
2945
0, 84, 159
#00549f
100, 52, 2, 12
2935
0, 91, 187
#005bbb
100, 52, 0, 0
2915
94, 182, 228
#5eb6e4
61, 7, 0, 0
1395
156, 97, 20
#9c6114
10, 51, 100, 36
1385
212, 118, 0
#d47600
0, 56, 100, 7
1365
255, 182, 82
#ffb652
0, 33, 75, 0
Cool Gray 9
116, 118, 120
#747678
29, 23, 16, 51
Cool Gray 6
173, 175, 175
#adafaf
18, 11, 8, 23
Cool Gray 1
224, 225, 221
#eoe1dd
3, 2, 4, 5
7529
189, 177, 166
#bdb1a6
7, 14, 20, 21
7528
202, 192, 182
#cac0b6
5, 10, 17, 15
7527
218, 215, 203
#dad7cb
3, 4, 14, 8
29 The City of San Diego | Style Guide | Color Palette
6.3 SECONDARY PALETTE
Oct. 24, 2023 Item #6 Page 144 of 232
Palette 1 - Sea
Palette 4 - Sunrise
Palette 2 - Summer
Palette 5 - Classic
Palette 3 - Sunset
Palette 6 - Urban
30 7he &ity of 6an 'iego _ 6tyle *uide _ &olor 3alette
6.4 COLOR PAIRINGS
7he primary palette can be broNen into pairings to best meet the needs of a design. $s a general rule,
start Zith the dominant color that best matches the tone of the main image in a design. )or e[ample,
if a photo has primarily cool tones, start Zith 3alette .
7hese pairings are comprised of a dominant analogous set Zith a single complimentary color from
the primary palette. 7his compliment art color is used among the set to highlight or distinguish elements
Zithin a design.
7hese pairings represent the only approYed color palettes. 1eZ palettes should not be created.
Oct. 24, 2023 Item #6 Page 145 of 232
Palette 4
Sunrise
Palette 1
Sea
Palette 5
Classic
Palette 6
Urban
31 7he &ity of 6an 'iego _ 6tyle *uide _ &olor 3alette
6.5 COLOR TONES
7hese e[amples shoZ hoZ the palettes can be paired Zith the e[isting tone of photography.
Oct. 24, 2023 Item #6 Page 146 of 232
32 7he &ity of 6an 'iego _ 6tyle *uide _ &olor 3alette
6.6 COLOR TONE EXAMPLES
A world-class
city for all
$enean ornare non dolor in fringilla. 0orbi sed libero sed purus
ullamcorper euismod. 'onec condimentum cursus erat, non
pellentesTue mi ornare nec. 3ellentesTue cursus ligula eu risus
tristiTue accumsan. 'onec posuere commodo pretium. 9iYamus
semper neTue eu fermentum interdum. 1ullam hendrerit ligula
non eɝcitur ornare. 1unc Yitae placerat ipsum, et YiYerra Yelit.
$enean accumsan Musto non tellus elementum, sed facilisis mauri.
sandiego.gov
A world-class
city for all
$enean ornare non dolor in fringilla. 0orbi sed libero sed purus
ullamcorper euismod. 'onec condimentum cursus erat, non
pellentesTue mi ornare nec. 3ellentesTue cursus ligula eu risus
tristiTue accumsan. 'onec posuere commodo pretium. 9iYamus
semper neTue eu fermentum interdum. 1ullam hendrerit ligula
non eɝcitur ornare. 1unc Yitae placerat ipsum, et YiYerra Yelit.
$enean accumsan Musto non tellus elementum, sed facilisis mauri.
sandiego.gov
A world-class
city for all
$enean ornare non dolor in fringilla. 0orbi sed libero sed purus
ullamcorper euismod. 'onec condimentum cursus erat, non
pellentesTue mi ornare nec. 3ellentesTue cursus ligula eu risus
tristiTue accumsan. 'onec posuere commodo pretium. 9iYamus
semper neTue eu fermentum interdum. 1ullam hendrerit ligula
non eɝcitur ornare. 1unc Yitae placerat ipsum, et YiYerra Yelit.
$enean accumsan Musto non tellus elementum, sed facilisis mauri.
sandiego.gov
A world-class
city for all
$enean ornare non dolor in fringilla. 0orbi sed libero sed purus
ullamcorper euismod. 'onec condimentum cursus erat, non
pellentesTue mi ornare nec. 3ellentesTue cursus ligula eu risus
tristiTue accumsan. 'onec posuere commodo pretium. 9iYamus
semper neTue eu fermentum interdum. 1ullam hendrerit ligula
non eɝcitur ornare. 1unc Yitae placerat ipsum, et YiYerra Yelit.
$enean accumsan Musto non tellus elementum, sed facilisis mauri.
sandiego.gov
Oct. 24, 2023 Item #6 Page 147 of 232
07
Email Signature
Oct. 24, 2023 Item #6 Page 148 of 232
Employee First & Last Name
3osition
&ity of 6an 'iego
'epartment
7
&
sandiego.goY
CONFIDENTIAL COMMUNICATION
7his electronic mail message and any attachments are intended only for the use of the addressee s named aboYe and may contain information that is priYileged, confidential and e[empt from disclosure under applicable laZ. Ζf you are not an intended recipient, or the employee or agent responsible for deliYering this
email to the intended recipient, you are hereby notified that any dissemination, distribution or copying of this communication is strictly prohibited. Ζf you receiYed this email message in error, please immediately
notify the sender by replying to this message or by telephone. 7hanN you.
10 pt Merriweather Bold
10 pt Open Sans Regular
8 pt Open Sans Regular
8 pt Open Sans Bold (All Caps)
NOTE: Signature should always be
in black font color
34 7he &ity of 6an 'iego _ 6tyle *uide _ (mail 6ignature
Standard Email Signature
(mail is an acceptable form of communication in the &ity. +oZeYer, it is important to
remember that the tone and format of the email represents the &ity as an organi]ation, and
must alZays be professional.
$ consistent email signature that folloZs the 9isual 6tyle *uide standards adds a professional
touch and an immediate connection to the &ity brand. $ll &ity employees should use the email
signature blocN proYided beloZ.
3/($6( 127( 3ersonal Tuotes, graphics and social media icons should not be used in the
email signature. +oZeYer, it is permissible to add certain standardi]ed language, such as legal
disclosure policies or reTuests to minimi]e paper usage.
Oct. 24, 2023 Item #6 Page 149 of 232
08
Charts, Graphs
and Maps
Oct. 24, 2023 Item #6 Page 150 of 232
%ar graphs should alZays be accompanied Zith a Ney
3ie charts should alZays be accompanied Zith a Ney
36 7he &ity of 6an 'iego _ 6tyle *uide _ &harts, *raphs, and 0aps
8.1 CHARTS AND GRAPHS
6implicity is Ney to data communication. 7hese e[amples are characteri]ed by simple lines, colors
and shapes. 'o not add ȵourishes beyond necessity. )or larger number displays use the
0erriZeather typeface found on page .
Principles
. $Zays maintain high contrast
for loZ light screens and
the Yisually impaired.
. :heneYer possible alternate
betZeen Zarm and cool colors.
7his Zill ensure ma[imum legibility.
6ee the color palette on page
and .
. %e bold. 8se thicN shapes and lines.
Pie Chart
Bar Graph
Oct. 24, 2023 Item #6 Page 151 of 232
37 7he &ity of 6an 'iego _ 6tyle *uide _ &harts, *raphs, and 0aps
8.2 DIGITAL MAPS
)or digital applications, it is recommended to use *oogle 0aps. Ζt is free, reliable and familiar
to most users. :hen appropriate, taNe adYantage of the custom color options aYailable Zithin
the *oogle 0aps $3Ζ.
$ custom branded map pin can be used Zhen applicable as shoZn here.
Oct. 24, 2023 Item #6 Page 152 of 232
09
Design Samples
and Templates
Oct. 24, 2023 Item #6 Page 153 of 232
Address, Mail StationSan Diego, CA 92121
department@sandiego.gov
Department
Division
T (619) 533-5555
sandiego.gov
/orem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore
magna aliTua. 8t enim ad minim Yeniam, Tuis nostrud e[ercitation ullamco laboris nisi ut aliTuip e[ ea commodo
conseTuat. 'uis aute irure dolor in reprehenderit in Yoluptate Yelit esse cillum dolore eu fugiat nulla pariatur.
([cepteur sint occaecat cupidatat non proident, sunt in culpa Tui oɝcia deserunt mollit anim id est laborum.
6ed ut perspiciatis unde omnis iste natus error sit Yoluptatem accusantium doloremTue laudantium, totam rem
aperiam, eaTue ipsa Tuae ab illo inYentore Yeritatis et Tuasi architecto beatae Yitae dicta sunt e[plicabo. 1emo
enim ipsam Yoluptatem Tuia Yoluptas sit aspernatur aut odit aut fugit, sed Tuia conseTuuntur magni dolores
eos Tui ratione Yoluptatem seTui nesciunt. 1eTue porro TuisTuam est, Tui dolorem ipsum Tuia dolor sit amet,
consectetur, adipisci Yelit, sed Tuia non numTuam eius modi tempora incidunt ut labore et dolore magnam
aliTuam Tuaerat Yoluptatem. 8t enim ad minima Yeniam, Tuis nostrum e[ercitationem ullam corporis suscipit
laboriosam, nisi ut aliTuid e[ ea commodi conseTuatur" 4uis autem Yel eum iure reprehenderit Tui in ea Yoluptate
Yelit esse Tuam nihil molestiae conseTuatur, Yel illum Tui dolorem eum fugiat Tuo Yoluptas nulla pariatur.
8t enim ad minim Yeniam, Tuis nostrud e[ercitation ullamco laboris nisi ut aliTuip e[ ea commodo conseTuat.
'uis aute irure dolor in reprehenderit in Yoluptate Yelit esse cillum dolore eu fugiat nulla pariatur. ([cepteur sint
occaecat cupidatat non proident, sunt in culpa Tui oɝcia deserunt mollit anim id est laborum.6ed ut perspiciatis
unde omnis iste natus error sit Yoluptatem accusantium doloremTue laudantium, totam rem aperiam, eaTue ipsa
Tuae ab illo inYentore Yeritatis et Tuasi architecto beatae Yitae dicta sunt e[plicabo. 1emo enim ipsam Yoluptatem
Tuia Yoluptas sit aspernatur aut odit aut fugit, sed Tuia conseTuuntur magni dolores eos Tui ratione Yoluptatem
seTui nesciunt. 1eTue porro TuisTuam est, Tui dolorem ipsum Tuia dolor sit amet, consectetur, adipisci Yelit, sed
Tuia non numTuam eius modi tempora incidunt ut labore et dolore magnam aliTuam Tuaerat Yoluptatem. 8t
enim ad minima Yeniam, Tuis nostrum e[ercitationem ullam corporis suscipit Tui dolorem ipsum Tuia dolor sit
amet, consectetur, adipisci Yelit, sed Tuia non numTuam eius modi tempora incidunt ut labore et dolore magnam
aliTuam Tuaerat Yoluptatem. 8t enim ad minima Yeniam, Tuis nostrum e[ercitationem ullam corporis suscipit
-ohn 'oe
amet, consectetur, adipisci Yelit, sed Tuia non numTuam eius modi tempora incidunt ut labore et dolore magnam amet, consectetur, adipisci Yelit, sed Tuia non numTuam eius modi tempora incidunt ut labore et dolore magnam
Department
DivisionAddress, Mail StationSan Diego, CA 92121
RETURN SERVICE REQUESTED
39 7he &ity of 6an 'iego _ 6tyle *uide _ 'esign 6amples and 7emplates
9.1 PRINT
Letterhead template is available for download at
https://cityhub.sandiego.gov/dept/comm/c/design/_layouts/15/start.aspx#/Style%20Guide%20Files/Forms/Standard%20View.aspx
Oct. 24, 2023 Item #6 Page 154 of 232
Department
This Much Longer Main Title
sandiego.gov
Department
Lorem ipsum dolor sit amet consectetur adipiscing elit.
Subhead
— BALBOA PARK VISITOR
Lorem ipsum dolor sit amet, consectetur adipiscing elit,
sed do eiusmod tempor incididunt ut labore et dolore
magna aliqua. reprehenderit in voluptate velit esse
cillum dolore eu fugiat .
Ut enim ad minim veniam, quis nostrud exercitation
ullamco laboris nisi ut aliquip ex ea commodo
consequat. Excepteur sint occaecat cupidatat non
proident, sunt in culpa Tui oɝcia deserunt mollit anim
id est laborum comma, en sedde vat nededa.
“Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.”
sandiego.gov
Department
Lorem ipsum dolor sit amet, consectetur adipiscing
elit, sed do eiusmod tempor:
MUSEUM Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo
PERFORMING ARTS Excepteur sint occaecat cupidatat non proident, sunt in culpa Tui oɝcia deserunt mollit anim id est laborum
GARDENS Ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor
ATTRACTIONS Occaecat cupidatat non proident, sum dolor sit amet non consectetur sada
DECEMBER NIGHTS Excepteur sint occaecat cupidatat non proident, sunt in culpa Tui oɝcia deserunt mollit anim id
RECREATION Caecat cupidatat non proident, sum dolor sit amet non consectetur sada
40 7he &ity of 6an 'iego _ 6tyle *uide _ 'esign 6amples and 7emplates
9.2 POWERPOINT AND VIDEO GRAPHICS
7itle page +eadline and subhead Zith te[t and graphics
%ulleted items 7e[t and tables
6ubhead Zith reYersed te[t and Tuote &hart and infographics
+eadline and subhead Zith te[t and graphics
Department
Subhead/Intro
Headline
Lorem ipsum dolor sit amet, consectetur sint
adipiscing elit, sed do eiusmod tempor incididunt
ut labore et dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercitation ullamco
laboris nisi ut aliquip ex ea commodo consequat.
Duis aute irure dolor in reprehenderit in aute
voluptate velit esse cillum dolore eu fugiat nulla
pariatur. Excepteur sint occaecat cupidatat non
proident, sunt in culpa Tui oɝcia deserunt mollit comma en set.
Lorem ipsum dolor sit amet consectetur adipiscing elit.
sandiego.gov
7e[t and tables
sandiego.gov
Department
December Nights Earth Day Regular Day
2016 21.03 29.50 34.61201522.26 24.75 26.05
2014 29.50 32.84 34.61
2013 46.04 51.33 54.18
2012 66.72 74.43 78.642011115.32 128.74 136.13
2010 184.59 206.15 218.08
2009 356.23 397.94 421.11
2008 563.03 629.02 665.742007804.98 899.38 951.95
December Nights Earth Day Regular Day
2016 21.03 29.50 34.61
2015 22.26 24.75 26.05
2014 29.50 32.84 34.61201346.04 51.33 54.18
2012 66.72 74.43 78.64
Subhead
Lorem ipsum dolor sit amet, consectetur
adipiscing elit, sed do eiusmod tempor incididunt
ut labore et dolore magna aliqua. reprehenderit
in voluptate velit esse cillum dolore eu fugiat .
Enim ad minim veniam, quis nostrud exercitation
ullamco laboris nisi ut aliquip ex ea commodo
consequat. Excepteur sint occaecat cupidatat non
proident, sunt in culpa Tui oɝcia deserunt mollit
anim id est laborum comma, en sedde
vat nededa.
7ulpa Tui oɝcia deserunt mollit at the right
laborum comma, en sedde vat nededa.
Lorem ipsum dolor sit amet consectetur adipiscing elit.
Lorem ipsum dolor sit amet consectetur adipiscing elit.
TABLE A - 10 Year Report
TABLE B - 5 Year Report
&hart and infographics
This Much
Longer Department Name
sandiego.gov
2015
Visitors Survey Major Events Attendance
2016
EXCELLENT - 50%
MUSEUMS
RECREATION
ATTRACTIONS
SOURCE: LOREM IPSUM DOLOR
GARDENS
EXCELLENT - 50%
GOOD - 30%GOOD - 30%
FAIR - 17%FAIR - 17%
POOR - 3%
0
25
50
100
150
200
2012 2016201520142013POOR - 3%
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. reprehenderit in voluptate velit esse cillum dolore eu fugiat.
Subhead
PowerPoint Sample
Oct. 24, 2023 Item #6 Page 155 of 232
41 7he &ity of 6an 'iego _ 6tyle *uide _ 'esign 6amples and 7emplates
&ity &ouncil *raphic
2pen *raphic
&ity &ouncil 0eeting *raphic 7emplate
CityTV Live Broadcast Graphics
CityTV Graphics Template
Oct. 24, 2023 Item #6 Page 156 of 232
42
Department
This Much Longer Main Title
Department
Subhead/Intro
Headline
Lorem ipsum dolor sit amet, consectetur sint
adipiscing elit, sed do eiusmod tempor incididunt
ut labore et dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud exercitation ullamco
laboris nisi ut aliquip ex ea commodo consequat.
Duis aute irure dolor in reprehenderit in aute
voluptate velit esse cillum dolore eu fugiat nulla
pariatur. Excepteur sint occaecat cupidatat non
proident, sunt in culpa Tui oɝcia deserunt mollit
comma en set.
Lorem ipsum dolor sit amet consectetur adipiscing elit.
sandiego.gov
This Much
Longer Department Name
sandiego.gov
2015
Visitors Survey Major Events Attendance
2016
EXCELLENT - 50%
MUSEUMS
RECREATION
ATTRACTIONS
SOURCE: LOREM IPSUM DOLOR
GARDENS
EXCELLENT - 50%
GOOD - 30%GOOD - 30%
FAIR - 17%FAIR - 17%
POOR - 3%
0
25
50
100
150
200
2012 2016201520142013POOR - 3%
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. reprehenderit in voluptate velit esse cillum dolore eu fugiat.
Subhead
7he &ity of 6an 'iego _ 6tyle *uide _ 'esign 6amples and 7emplates
Department:
25 pt Merriweather
Regular
Department:
Merriweather
25 pt. One Line Name
16 pt./20pt. Line Spacing
for Longer Department
Name
Headline:
40 pt Open Sans
Clearspace:Image and text should maintain a minimum0.5 in. space
Main Title:
40 pt Open Sans
Subhead:
28 pt Open Sans
Body Text:
18 pt Open Sans
Title Page
White Background
Dark Background
POWERPOINT TEMPLATE
A template is available for download at
https://cityhub.sandiego.gov/dept/comm/c/design/_layouts/15/start.aspx#/Style%20Guide%20Files/Forms/Standard%20View.aspx
Oct. 24, 2023 Item #6 Page 157 of 232
FACT SHEETPublic Works DepartmentPublic Works Department
9192 Topaz Way, San Diego, CA 92123 | (858) 292-6300 | fax: (858) 292-6310 | sandiego.gov/publicutilities9192 Topaz Way, San Diego, CA 92123 | (858) 292-6300 | fax: (858) 292-6310 | sandiego.gov/publicutilities9192 Topaz Way, San Diego, CA 92123 | (858) 292-6300 | fax: (858) 292-6310 | sandiego.gov/publicutilities9192 Topaz Way, San Diego, CA 92123 | (858) 292-6300 | fax: (858) 292-6310 | sandiego.gov/publicutilities
FACT SHEETPark and Recreation
500 Park Blvd, San Diego, CA 92123 | (858) 292-6300 | fax: (858) 292-6310 | sandiego.gov/publicutilities500 Park Blvd, San Diego, CA 92123 | (858) 292-6300 | fax: (858) 292-6310 | sandiego.gov/publicutilities500 Park Blvd, San Diego, CA 92123 | (858) 292-6300 | fax: (858) 292-6310 | sandiego.gov/publicutilities
FACT SHEETPublic Utilities DepartmentPublic Utilities Department
9192 Topaz Way, San Diego, CA 92123 | (858) 292-6300 | fax: (858) 292-6310 | sandiego.gov/publicutilities
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dolore eu fugiat nulla pariatur. ([cepteur sint occaecat cupidatat non proident, sunt in culpa Tui oɝcia
deserunt mollit anim id est laborum.
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• 6unt e[plicabo. 1emo enim ipsam Yoluptatem Tuia Yoluptas sit aspernatur aut odit aut fugit,
• +ed Tuia conseTuuntur magni dolores eos Tui ratione Yoluptatem seTui nesciunt. 1eTue porro
• *uisTuam est, Tui dolorem ipsum Tuia dolor sit amet, consectetur, adipisci Yelit, sed Tuia non
• 1umTuam eius modi tempora incidunt ut labore et dolore magnam aliTuam Tuaerat
• 8t enim ad minima Yeniam, Tuis nostrum e[ercitationem ullam corporis suscipit laboriosam,
• 1isi ut aliTuid e[ ea commodi conseTuatur" 4uis autem Yel eum iure reprehenderit Tui in ea
• 9elit esse Tuam nihil molestiae conseTuatur, Yel illum Tui dolorem eum fugiat Tuo Yoluptas
8t enim ad minim Yeniam, Tuis nostrud e[ercitation ullamco laboris nisi ut aliTuip e[ ea commodo
conseTuat. 'uis aute irure dolor in reprehenderit in Yoluptate Yelit esse cillum dolore eu fugiat nulla
pariatur. ([cepteur sint occaecat cupidatat non proident, sunt in culpa Tui oɝcia deserunt mollit anim
id est laborum.6ed ut perspiciatis unde omnis iste natus error sit Yoluptatem accusantium doloremTue
laudantium, totam rem aperiam, eaTue ipsa Tuae ab illo inYentore Yeritatis et Tuasi architecto beatae
Yitae dicta sunt e[plicabo. 1emo enim ipsam Yoluptatem Tuia Yoluptas sit aspernatur aut odit aut
fugit, sed Tuia conseTuuntur magni dolores eos Tui ratione Yoluptatem seTui nesciunt. 1eTue porro
TuisTuam est, Tui dolorem ipsum Tuia dolor sit amet, consectetur, adipisci Yelit, sed Tuia non numTuam
eius modi tempora incidunt ut labore et dolore magnam aliTuam Tuaerat Yoluptatem. 8t enim ad minima Yeniam, Tuis nostrum e[ercitationem ullam corporis suscipit Tui dolorem ipsum Tuia dolor sit amet, consectetur, adipisci Yelit, sed Tuia non numTuam eius modi tempora incidunt ut labore et dolore.
Background
Project Overview
Project Schedule
Sewer Group Job 525
43 7he &ity of 6an 'iego _ 6tyle *uide _ 'esign 6amples and 7emplates
9.3 FACT SHEETS
Oct. 24, 2023 Item #6 Page 158 of 232
Page 2:Sewer Group Job 525 Project
Schedule and Overview
FACT SHEETPublic Utilities DepartmentPublic Utilities Department
9192 Topaz Way, San Diego, CA 92123 | (858) 292-6300 | fax: (858) 292-6310 | sandiego.gov/publicutilities
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et dolore magna aliTua. 8t enim ad minim Yeniam, Tuis nostrud e[ercitation ullamco laboris nisi ut
aliTuip e[ ea commodo conseTuat. 'uis aute irure dolor in reprehenderit in Yoluptate Yelit esse cillum dolore eu fugiat nulla pariatur. ([cepteur sint occaecat cupidatat non proident, sunt in culpa Tui oɝcia
deserunt mollit anim id est laborum.
6ed ut perspiciatis unde omnis iste natus error sit Yoluptatem accusantium doloremTue laudantium,
totam rem aperiam, eaTue ipsa Tuae ab illo inYentore Yeritatis et Tuasi architecto beatae Yitae.
• 6unt e[plicabo. 1emo enim ipsam Yoluptatem Tuia Yoluptas sit aspernatur aut odit aut fugit,
• +ed Tuia conseTuuntur magni dolores eos Tui ratione Yoluptatem seTui nesciunt. 1eTue porro
• *uisTuam est, Tui dolorem ipsum Tuia dolor sit amet, consectetur, adipisci Yelit, sed Tuia non
• 1umTuam eius modi tempora incidunt ut labore et dolore magnam aliTuam Tuaerat
• 8t enim ad minima Yeniam, Tuis nostrum e[ercitationem ullam corporis suscipit laboriosam,
• 1isi ut aliTuid e[ ea commodi conseTuatur" 4uis autem Yel eum iure reprehenderit Tui in ea
• 9elit esse Tuam nihil molestiae conseTuatur, Yel illum Tui dolorem eum fugiat Tuo Yoluptas
8t enim ad minim Yeniam, Tuis nostrud e[ercitation ullamco laboris nisi ut aliTuip e[ ea commodo conseTuat. 'uis aute irure dolor in reprehenderit in Yoluptate Yelit esse cillum dolore eu fugiat nulla
pariatur. ([cepteur sint occaecat cupidatat non proident, sunt in culpa Tui oɝcia deserunt mollit anim id est laborum.6ed ut perspiciatis unde omnis iste natus error sit Yoluptatem accusantium doloremTue
laudantium, totam rem aperiam, eaTue ipsa Tuae ab illo inYentore Yeritatis et Tuasi architecto beatae Yitae dicta sunt e[plicabo. 1emo enim ipsam Yoluptatem Tuia Yoluptas sit aspernatur aut odit aut
fugit, sed Tuia conseTuuntur magni dolores eos Tui ratione Yoluptatem seTui nesciunt. 1eTue porro
TuisTuam est, Tui dolorem ipsum Tuia dolor sit amet, consectetur, adipisci Yelit, sed Tuia non numTuam
eius modi tempora incidunt ut labore et dolore magnam aliTuam Tuaerat Yoluptatem. 8t enim ad
minima Yeniam, Tuis nostrum e[ercitationem ullam corporis suscipit Tui dolorem ipsum Tuia dolor sit
amet, consectetur, adipisci Yelit, sed Tuia non numTuam eius modi tempora incidunt ut labore et dolore.
Background
Project Overview
Project Schedule
Sewer Group Job 525
Second Page
Front Page
44 7he &ity of 6an 'iego _ 6tyle *uide _ &orrespondence 6tyle *uide
Graphics:
Six photos that
best represent
the department.
Images should be
300 dpi resolution.
Header and Additional
Page(s) Call Out
10 pt. Merriweather
(Reversed out text)
Title Box:
24 pt. Open Sans
(Reversed out text)
Margins:
Left - 1.5 inches
Right - 0.75 inch
Text Box for
Address, Phone, Fax and Email:
9 pt.
Merriweather
FACT SHEET TEMPLATE
Department:
20 pt. Merriweather
(Black Font)
Fact sheet template is available for download at
https://cityhub.sandiego.gov/dept/comm/c/design/_layouts/15/start.aspx#/Style%20Guide%20Files/Forms/Standard%20View.aspx
Oct. 24, 2023 Item #6 Page 159 of 232
45 The City of San Diego | Style Guide | Design Samples and Templates
9.4 OUTDOOR
Oct. 24, 2023 Item #6 Page 160 of 232
Correspondence
Style Guide
10
Oct. 24, 2023 Item #6 Page 161 of 232
47 The City of San Diego | Style Guide | Correspondence Style Guide
47
TABLE OF CONTENTS
SECTION I PAGE
STANDARDIZED DOCUMENT CHARACTERISTICS ........................................................................................... 49
Font Style ............................................................................................................................................... 49
Font Size ................................................................................................................................................ 49
Justification ........................................................................................................................................... 49
Margins ................................................................................................................................................. 49
Distribution of Documents ................................................................................................................. 49
SECTION II
INDIVIDUAL PARTS OF A BUSINESS LETTER ................................................................................................... 49
Date Line ............................................................................................................................................... 49
Special Mailing Notations .................................................................................................................... 49
On-arrival Notations ............................................................................................................................ 50
Inside Address ...................................................................................................................................... 50
Via Email ................................................................................................................................................ 50
Attention Line ...................................................................................................................................... 51
Reference/Subject Line ...................................................................................................................... 52
Salutation ............................................................................................................................................. 52
Body of the Letter ............................................................................................................................... 53
Header ................................................................................................................................................. 53
Complimentary Closing and Signature Block .................................................................................. 54
Identification Initials ........................................................................................................................... 54
Enclosure Notation ............................................................................................................................. 54
Copy Notation ..................................................................................................................................... 55
File Notation ........................................................................................................................................ 55
Sample Short Letter ............................................................................................................... 57
Sample Two-page Letter ......................................................................................................... 58
TABLE OF CONTENTS
Oct. 24, 2023 Item #6 Page 162 of 232
48 The City of San Diego | Style Guide | Correspondence Style Guide
48
SECTION III
ENVELOPES - STANDARDIZED ADDRESSING ................................................................................................ 60
Sample Envelope/Label ....................................................................................................... 61
SECTION IV
INDIVIDUAL PARTS OF A MEMORANDUM .................................................................................................... 62
Heading................................................................................................................................................ 62
Date Line… ........................................................................................................................................... 62
To Line ................................................................................................................................................. 63
Via Notation ........................................................................................................................................ 63
From Line ............................................................................................................................................. 63
Subject Line ......................................................................................................................................... 64
Reference Line .................................................................................................................................... 64
Body of the Memorandum ............................................................................................................... 64
Signature Block ................................................................................................................................... 64
Identification Initials ........................................................................................................................... 65
Attachment Notation. ........................................................................................................................ 65
Distribution List .................................................................................................................................. 66
Copy Notation ..................................................................................................................................... 66
File Notation ........................................................................................................................................ 66
Sample One-page Memorandum ....................................................................................... 68
Sample One-page Memorandum - Via Notation .............................................................. 69
Sample Two-page Memorandum ....................................................................................... 70
SECTION V
DISTRIBUTION OF LETTERS AND MEMORANDA .......................................................................................... 72
SECTION VI
EMAIL CORRESPONDENCE……………………………………………………………………………………………………………….73
SECTION VII
ADDENDUM No. 1 - Bias-Free Language. ..................................................................................................... 74
ADDENDUM No. 2 - State Abbreviations ...................................................................................................... 80
ADDENDUM No. 3 – Facsimile Template ...................................................................................................... 81
Oct. 24, 2023 Item #6 Page 163 of 232
49 The City of San Diego | Style Guide | Correspondence Style Guide 49
SECTION I
STANDARDIZED DOCUMENT CHARACTERISTICS
FONT STYLE – The standard font style for text is Merriweather. Open Sans is to be used for headlines, but
can also be used for the body of a document. Reference the Visual Style Guide for headline font sizing.
FONT SIZE - The required font size is 10 point.
JUSTIFICATION - Left justification is required on documents.
MARGINS - Margins on letters, memoranda and reports shall be, as a minimum:
1 inch - Top (except for page 1 for letters and City Council Reports)
1 inch - Bottom
1 inch - Sides
DISTRIBUTION OF DOCUMENTS – When sending memos and letters electronically, the final signed
document should be scanned and sent as an attached PDF document, not as a Word document.
NOTE: This manual is largely based on Merriam-Webster’s Secretarial Handbook, which is available at
City libraries and for purchase online.
SECTION II
INDIVIDUAL PARTS OF A BUSINESS LETTER
The City of San Diego standardized letter style is the Block Letter, with mixed punctuation. Letters are
to be formatted per the templates and printed on hardcopy letterhead for finalization.
DATE LINE - Begin typing the date line eight spaces below the last line of the printed letterhead. If the
letter is a very short letter, center it on the page so that it looks professional.
The date line consists of the month, the day, and the year (e.g., January 1, 2016).
Abbreviations and ordinals (1st, 2nd and 24th) are never used.
SPECIAL MAILING NOTATIONS - If a letter is to be sent by any method other than by regular mail,
that fact is indicated on the letter itself and on the envelope. The all-capitalized special mailing
notation, such as CERTIFIED MAIL, SPECIAL DELIVERY or VIA FACSIMILE, is typed flush left about four
lines below the line on which the date appears (this may vary with letter length, i.e.; more space for
short or medium letters) and two lines above the first line of the inside address. Including the actual
FAX number with area code on the letter is optional, as is including the certification number for
certified mail.
Oct. 24, 2023 Item #6 Page 164 of 232
50 The City of San Diego | Style Guide | Correspondence Style Guide
50
January 1, 201-
VIA FACSIMILE TO (212) 555-5555
Mr. John Doe
Director
XYZ Corporation
1234 Some Street
San Diego, CA 92101
ON-ARRIVAL NOTATIONS - The on-arrival notations that may be included in the letter itself and
on the envelope are PERSONAL and CONFIDENTIAL.
PERSONAL indicates that the letter may be opened and read only by its addressee.
CONFIDENTIAL indicates that the letter may be opened and read by its addressee and/or any
other persons authorized to view such material.
These all-capitalized notations are usually positioned four spaces after the date.
January 1, 201-
CERTIFIED MAIL
CONFIDENTIAL
Mr. John Doe, Director
XYZ Corporation
1234 Some Street
San Diego, CA 92101
INSIDE ADDRESS -The inside address is single-spaced, placed about three to eight lines below the
date, and is typed flush left. An inside address is comprised of no more than five typed lines. No
line should overrun the center of the page.
VIA EMAIL - If the addressee has provided only an email address, type the email address on the
line below recipient’s name.
If known, a courtesy title (such as Mr., Ms., Mrs., Miss, Dr.) should be typed before the addressee's
full name. The addressee’s professional title is typed next to or below the name.
Lengthy organizational names or business titles must be carried over to a second line and
indented two spaces from the left margin.
Oct. 24, 2023 Item #6 Page 165 of 232
51 The City of San Diego | Style Guide | Correspondence Style Guide
51
Names of cities should be typed out in full, followed by a comma. It is recommended that the two-
letter state abbreviation be used, followed by two spaces before the zip code.
January 1, 201-
Mr.John Doe, Director
Regional Water Quality
Control Board
1234 Some Street
San Diego, CA 92101
January 1, 201-
Mr. John Doe
Director
XYZ Corporation
1234 Some Street
San Diego, CA 92101
ATTENTION LINE - If the writer wishes to use an attention line, it is typed two lines after the
address, flush-left, initial caps, and is not bolded. The word “Attention” is not abbreviated. If
addressee’s gender is unknown, see Addendum No. 1 for gender-neutral language.
XYZ Corporation
1234 Some Street
San Diego, CA 92101
Attention: Mr. John Doe
Dear XYZ Corporation:
Oct. 24, 2023 Item #6 Page 166 of 232
52 The City of San Diego | Style Guide | Correspondence Style Guide 52
REFERENCE/SUBJECT LINE - If the writer wishes to use a reference line, it is typed two lines below
the attention line (if an attention line is used) and two lines above the salutation line. If an
attention line is not used, the reference line is typed two lines below the last line of the inside
address. (See sample below)
XYZ Corporation
1234 Some Street
San Diego, CA 92101
Attention: Mr. John Doe
Reference/Subject: Municipal Code Section 64.0501, Permit for Industrial Wastewater
Discharge
Dear XYZ Corporation:
SALUTATION - The salutation is typed flush left, two lines below the last line of the inside address,
or the attention line, if one is used. The salutation is followed by a colon. Refer to Merriam-
Webster’s Secretarial Handbook for instructions on selecting salutations for persons requiring
special courtesy due to their office, rank or profession. If addressee’s gender is unknown, see
Addendum No. 1 for bias-free language.
Mr. John Doe, Director
XYZ Corporation
1234 Some Street
San Diego, CA 92101
Dear Mr. Doe:
If the person signing the letter and the addressee are on a first name basis, the following form of
salutation may be used.
Mr. John Doe, Director
XYZ Corporation
1234 Some Street
San Diego, CA 92101
Dear John:
Oct. 24, 2023 Item #6 Page 167 of 232
53 The City of San Diego | Style Guide | Correspondence Style Guide 53
BODY OF THE LETTER - The body of the letter should begin two lines below the salutation or
subject line, if one is used. Punctuation is placed at the end of each sentence, followed by either
one or two spaces. Industry standards accept both, but be consistent throughout your document.
Paragraphs are single-spaced. Double-space between paragraphs. See Addendum No. 1 for bias-
free language.
Do not separate the month from the day when typing dates. Do not separate the name of an
organization.
Incorrect
We have scheduled a departmental meeting for 8:00 a.m. on August
10, 2016.
Correct
We have scheduled a departmental meeting for 8:00 a.m. on August 10, 2016.
Incorrect
The location of the meeting will be held at the City of
San Diego.
Correct
The location of the meeting will be held at the City of San Diego.
If the letter is long enough to require a second page, at least two message lines must be carried
over to the next page.
HEADER - At the top of the second page flush-left, create a header and type the page number, the
addressee and the date (see page 59). If a letter carries over to a second page and does not list
an attachment or enclosure, it can be a one-page letter. The font size can be adjusted to 9 pt. to
fit on one page.
The complimentary closing and signature block should never stand alone. Remember to use page
numbers beginning on the second page. Leave a 1 inch margin at the top of the page and include
the page number, the addressee and the date in the heading (see sample below):
Page 2
Mr. John Doe
January 1, 201-
Oct. 24, 2023 Item #6 Page 168 of 232
54 The City of San Diego | Style Guide | Correspondence Style Guide 54
COMPLIMENTARY CLOSING AND SIGNATURE BLOCK –
The complimentary closing is typed flush left, two lines below the last line of the body of the letter.
The signature block is typed flush left, four lines below the complimentary closing. The title of
the person is typed immediately below, capitalizing the first letter of each portion of the title.
Sincerely,
Kathleen Johnson
Director, Public Utilities Department
Sincerely,
Luis Jimenez
Deputy Chief Operating Officer, Internal Operations
IDENTIFICATION INITIALS - The initials of the author (in capitals) and those of the typist (in lower
case) are placed flush left, two lines below the last line of the signature block, and are separated
by either a diagonal or a colon (optional). Use the person’s real initials, not e-mail user initials.
LJ/agr
LJ:agr
ENCLOSURE NOTATION - If a letter refers to an enclosure, the word Enclosure should be typed
flush left, two lines below the identification initials.
Enclosure
If a letter refers to more than one enclosure, the word Enclosures should be typed flush left, two
lines below the identification initials. Tab once to start typing. Identify enclosures on the letter by
number, and mark the corresponding number clearly on the upper right hand corner on the first
page of each enclosure.
Oct. 24, 2023 Item #6 Page 169 of 232
55 The City of San Diego | Style Guide | Correspondence Style Guide
55
Enclosures: 1. Annual Report
2. List of Major Accounts
3. Profit and Loss Statement
Annual Report
Enclosure #1
COPY NOTATION - A carbon copy (cc) notation is typed flush left, two lines below the identification
initials or enclosure notation; if used. Names and titles must be used. If more than one person is
listed, type the names in order of rank. The same format should be used for elected officials. Tab
once to start typing the first name, so your text will line up vertically. The use of mail stations
and/or outside addresses is optional.
cc: Honorable Mayor
Joseph Jones, Chief of Staff, Office of the Mayor
Honorable Council President Murphy Hill
Councilmember Jane Smith, Council District 1
Michelle Edwards, Independent Budget Analyst
Robert Lee, Chief Operating Officer
Kelly Smith, Assistant Chief Operating Officer
Laura Adams, Chief Financial Officer
Luis Jimenez, Deputy Chief Operating Officer, Internal Control
Mark Stevens, Transportation and Storm Water Director
Patrick Talley, Assistant Director, Public Works Department
Bill Steward, Deputy Director, Economic Development Department
Either spelling out the district office number or using
the numeral is appropriate.
Carlos Allen, Assistant Deputy Director, Park and Recreation Department
Grace Solo, Program Manager, City Treasurer Department
FILE NOTATION - A file notation is optional. If used, it is typed flush left, two lines below the copy
notation, if one is used. The information should appear in smaller print (i.e., Merriweather 7
point). If a letter is in response to a route slip (RS), type the RS# two lines below the copy notation
using a smaller font (see page 66).
\wpdocs\manual
File No. 9-20320
Oct. 24, 2023 Item #6 Page 170 of 232
56 The City of San Diego | Style Guide | Correspondence Style Guide
Sample Letters
Oct. 24, 2023 Item #6 Page 171 of 232
SAMPLE SHORT LETTER
1 INCH MARGINS
(top and left)
DA T E LI N E - should be typed 8 lines from the top of the page (Pg. 49) page (Pg. 49)
January 1, 201-
↑↓
Mr. John Doe,
Director XYZ Corporation
1234 Some Street
San Diego, CA 92101
Dear Mr. Doe:
I N S I DE A DDR E S S – should be typed 4 lines below the date line - (Pg.50)
S A LU T A T I ON – (Pg. 52) S A LU T A T I ON – (Pg. 52) S A LU T A T I ON – (
Xxxxxx xxxxxx xxxxxxxxxxxx xxxx xxxx xxxxxx xxxxxxxxxx xxxxxxxx xxxxxxx xx xxxx xxxxxxx xxxxx.
Xxxxxxxx xxxxxxxx xxxxxxxxxxx xx x xxxx xxxxx xxxx xxxxxxxxx xxxxxxxxx xxx xxx xxxxx
xxxxxxxxxxxxx.
Xxxxxx xxxx xxx xxxxx xxx xxxxxxxx xxxxxx xxxx x xxxxxxxxxx xxxxxxxx xxxxxx xxxxxxx xxx xxxxxx xx x
xxxxxxxxxxx.
Sincerely,
↑
4 lines
↓
Kathleen Johnson
Director, Public Utilities Department
KJ/agr
Enclosure:
cc:
I . D. I N I T I A LS – identify the author and typist of the document. Initials are separated by a forward slash (as shown), or a colon (KJ:agr). At the
Department’s discretion, the Director’s initials may be included (KJ/agr) - (Pg. 54)
I DE N T I F I E R – Department is Merriweather I DE N T I F I E R – Department is Merriweather I DE N T I F I E R10 pt. font size bold and Division is Merriweather 7 pt. Type in this information if using stationary that does not have preprinted department information.
S I G N A T U R E BLOC K -(Pg. 54)
C ON T A C T I N F O – Open Sans 7 pt. font size.
C OM P LI M E N T A R Y C LOS I N G (Pg. 54)
BODY – is single spaced, and justified (ragged right). Paragraphs are separated by one line (two hard returns) - (Pg. 53)
57 7he &ity of 6an 'iego _ 6tyle *uide _ &orrespondence 6tyle *uideOct. 24, 2023 Item #6 Page 172 of 232
1 INCH MARGINS (top and left)
January 1, 201-
CERTIFIED MAIL # 0 117 552 421
Mr. John Doe
XYZ Corporation
1234 Some Street
San Diego, CA 92101
Reference: Public Utilities Department Policies
Dear Mr. Doe:
Xxxxxx xxxxxx xxxxxxxxxxxx xxxx xxxx xxxxxx xxxxxxxxxx xxxxxxxx xxxxxxx xx xxxx xxxxxxx xxxxx.
Xxxxxxxx xxxxxxxx xxxxxxxxxxx xx x xxxx xxxxx xxxx xxxxxxxxx xxxxxxxxx xxx xxx xxxxx
xxxxxxxxxxxxx.
Xxxxxx xxxx xxx xxxxx xxx xxxxxxxx xxxxxx xxxx x xxxxxxxxxx
xxxxxxxx xxxxxx xxxxxxx xxx xxxxxx xx x xxxxxxxxxxx.
Xxxxxx xxxxxx xxxxxxxxxxxx xxxx xxxx xxx xxx xxxxxxxxxx xxxxxxxx
xxxxxxx xxxxxx xxxxxxx xxxxx. Xxxxxxxx xxxxxxxx xxxxxxxxxxx xx x
xxxx xxxxx xxxx xxxxxxxxx xxxxxxxxx xxx xxx xxxxx xxxxxxx.
Xxxxxx xxxx xxx xxxxx xxx xxxxxxxx xxxxxx xxxx x xxxxxxxxxx xxxxxxxx xxxxxx xxxxxxx xxx xxxxxx xx x
xxxxxxxxxxx. Xxxxxx xxxxxx xxxxxxxxxxxx xxxx xxxx xxxxxx xxxxxxxxxx xxxxxxxx xxxxxxx xxxxxx
xxxxxxx xxxxx. Xxxxxxxx xxxxxxxx xxxxxxx xxxx xx x xxxx xxxxx xxxxxxxxxxxxx xxxxxxxxx xxx xxx
xxxxx xxxxxxxxxxxxx. Xxxxxx xxxx xxx xxxxx xxx xxxxxxxx xxxxxx xxxx x xxxxxxxxxx xxxxxxxx xxxxxx
xxxxxxx xxx xxxxxx xx x xxxxxxxxxxx.
SAMPLE TWO-PAGE LETTER
C ON T A C T I N F O – Open Sans 7 pt. font size.
DA T E LI N E - Pg.. 49 should be typed 8 lines from the top of the
ON A R R I V A L N OT A T I ON S - (Pg. 50)
I N S I DE A DDR E S S – should be typed 4 to 8 lines from the Date Line (Pg. 50)
R E F E R E N C E / S U BJ E C T LI N E – (Pg. 52)
S A LU T A T I ON – should be typed 2 lines after
the last printed line of the address (Pg. 52)
BODY – is single spaced, and left justified (ragged right). Paragraphs are separated by one line (two hard returns) (Pg. 53).
58 7he &ity of 6an 'iego _ 6tyle *uide _ &orrespondence 6tyle *uideOct. 24, 2023 Item #6 Page 173 of 232
59 7he &ity of 6an 'iego _ 6tyle *uide _ &orrespondence 6tyle *uide
Page 2
Mr. John Doe
January 1, 201-
If the letter is more than a single page, add a flush-left header with the page, add a flush-left header with the page number, the addressee, and the page number, the addressee, and the date. (Pg. 53)
At least T W O LI N E S must be carried over to the last page. The signature
line should never stand alone on a page. (Pg. 54)
Xxxxxx xxxx xxx xxxxx xxx xxxxxxxx xxxxxx xxxx x xxxxxxxxxx xxxxxxxx xxxxxx xxxxxxx xxx xxxxxx xx xXxxxxx xxxx xxx xxxxx xxx xxxxxxxx xxxxxx xxxx x xxxxxxxxxx xxxxxxxx xxxxxx xxxxxxx xxx xxxxxx xx x
xxxxxxxxxxx. Xxxxxx xxxxxx xxxxxxxxxxxx xxxx xxxx xxx xxx xxxxxxxxxx xxxxxxxx xxxxxxx xxxxxx
xxxxxxx xxxxx. Xxxxxxxx xxxxxxxx xxxxxxxxxxx xx x xxxx xxxxx xxxx xxxxxxxxx xxxxxxxxx xxx xxx
xxxxx xxxxxxx.
Xxxxxx xxxx xxx xxxxx xxx xxxxxxxx xxxxxx xxxx x xxxxxxxxxx xxxxxxxx xxxxxx xxxxxxx xxx xxxxxx xx x
xxxxxxxxxxx. Xxxxxx xxxxxx xxxxxxxxxxxx xxxx xxxx xxxxxx xxxxxxxxxx xxxxxxxx xxxxxxx xxxxxx
xxxxxxx xxxxx. Xxxxxxxx xxxxxxxx xxxxxxx xxxx xx x xxxx xxxxx xxxxxxxxxxxxx xxxxxxxxx xxx xxx
xxxxx xxxxxxxxxxxxx. Xxxxxx xxxx xxx xxxxx xxxxxxxxxxx.
Sincerely,
↑
4 lines ↓
David Kelly
C OM P LI M E N T A R Y C LOS I N G C OM P LI M E N T A R Y C LOS I N G (Pg. 54)
S I G N A T U R E BLOC K -(Pg. 54). ).
I . D.I N I T I A LS -identify the author and typist of the Chief Operating Officer
DK/agr DK/agr
document. Initials are separated by a forward slash (as shown), or a colon (DK:agr). At the Department’s discretion, the Director’s initials may be included (DK/agr) (Pg. 54).
E N C LOS U R E N OT A T I ON - refers to an enclosure. If there is more than one enclosure, list and identify by numbers (not letters) (Pg. 54).
Enclosures: 1. City Council Report 99-101, dated May 1, 201-
2.Annual Financial Report
cc: Luis Jimenez, Deputy Chief Operating Officer, Neighborhood Services
Mark Stevens, Deputy Director, Public Utilities Department
File No. 9-20320
F I LE N OT A T I ON – is optional. If the letter is in response to a route slip, type the RS# two lines below the copy notation using a smaller font. below the copy notation using a smaller font. 8 point font was used in this sample. Type two
lines below cc. (Pg. 55)
C OP Y N OT A T I ON - names and titles must be listed here. Mail stations are optional. Individuals are listed in order of rank (Pg. 55).
Oct. 24, 2023 Item #6 Page 174 of 232
60 The City of San Diego | Style Guide | Correspondence Style Guide 60
SECTION III
ENVELOPES
STANDARDIZED ADDRESSING - The following instructions from the United States Postal Service
should be followed when preparing envelopes for mailing. Refer to the website
https://www.usps.com/ship/mail-shipping-services.htm? for details.
Always put the addressee's name on the first line. See Addendum No. 1 for bias-free language. If
you're sending mail to someone at a company, put the company's name on the second line.
One space separates words. Two spaces separate zip from state. Always use a return address.
In addition to street number, please include the following:
N (North), S (South), E (East), W (West), NE, NW, SE, SW, if appropriate.
AVE (Avenue), ST (Street), DR (Drive), RD (Road), PL (Place), CIR (Circle),
BLVD (Boulevard), or CT (Court)
RM (Room), STE (Suite), or APT (Apartment) number.
Put the ZIP Code or ZIP+4 Code on the same line after the city and state.
Left justify all type. Do not insert any punctuation marks in the address block (except hyphen in
ZIP+4 code). Information on envelopes should be typed and not handwritten.
See the following samples for placement of on-arrival notations (PERSONAL or CONFIDENTIAL), and
special mailing notations (CERTIFIED, REGISTERED MAIL, or SPECIAL DELIVERY). These should be
placed level with the addressee’s name or the company’s name, but never lower than the address.
LABELS
According to the U.S. Postal Service regulations: “Labels for use on parcels, packages or large
envelopes must be addressed according to the recommended format. Labels that are applied
must be parallel to the bottom edge of the envelope to be processed by the USPS on automated
equipment” (see samples on page 61).
Oct. 24, 2023 Item #6 Page 175 of 232
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61
SAMPLE ENVELOPE
(Return address) Postage
area
CONFIDENTIAL MR S ONEILL
SEAN ONEILL INC
4321 MAPLE ST
ANYTOWN CA 12345-6789
(Return address) Postage
area
XYZ CORPORATION
ATTN MR ALEXANDER SMITH
PO BOX 34567
SAN DIEGO CA 92101-9000
SAMPLE LABEL
(Return address) Postage
area
XYZ CORPORATION
ATTN MR ALEXANDER SMITH
PO BOX 34567
SAN DIEGO CA 92101-9000
Oct. 24, 2023 Item #6 Page 176 of 232
62 7he &ity of 6an 'iego _ 6tyle *uide _ &orrespondence 6tyle *uide
SECTION IV
INDIVIDUAL PARTS OF A MEMORANDUM
HEADING - The heading of a memorandum is to appear as follows:
THE CITY OF SAN DIEGO
M E M O R A N D U M
The heading is not to include any reference to a specific department, division or program.
(THE CITY OF SAN DIEGO is in Merriweather 10 point, small caps and first letter upper case;
M E M O R A N D U M is in Merriweather 12 point with two spaces between each letter and all
caps.)
DATE LINE - The DATE line is typed flush left, four lines below the word “MEMORANDUM.”The
DATE line consists of the month, the day, and the year (e.g., January 1, 201-). Abbreviations and
ordinals (1st, 2nd, 24th) are never used. Use your “TAB” key rather than the space bar to “tab”over
to the 2 inch(es) position so your text will line up vertically with the TO, FROM, SUBJECT lines. If a
REFERENCE line is used, use your “TAB” key rather than the space bar to “tab” over to the 2.5 inch
position. Do not abbreviate the word REFERENCE so your text will line up vertically.
DATE: January 1, 201-
TO LINE - The TO line is typed flush left, two lines below the DATE line. Type the name and title of
the person to whom the memorandum is directed. Examples below:
TO: Kathleen Johnson, Director, Public Utilities Department
TO: Mark Stevens, Deputy Director, Public Works Division
Memorandum template is available for download at
https://cityhub.sandiego.gov/dept/comm/c/design/_layouts/15/start.aspx#/Style%20Guide%20Files/Forms/Standard%20View.aspx
The City of San Diego
M E M O R A N D U M
Oct. 24, 2023 Item #6 Page 177 of 232
63 The City of San Diego | Style Guide | Correspondence Style Guide 63
For a memorandum to a list of people (more than three), the memorandum is addressed to
"Distribution" with names/titles typed two lines below the identification initials. See additional
information on page 68.
TO: Distribution
VIA NOTATION - If a “via” notation is used, it is typed on a separate line under the TO line or the
FROM line, and the word “via” is indented two spaces under the addressee. The following are
two examples of memoranda with via notations.
TO: Honorable Councilmember Stephanie Powell, Council District 3
via Luis Jimenez, Deputy Chief Operating Officer, Infrastructure/Public Works
TO: Luis Jimenez, Deputy Chief Operating Officer, Infrastructure/Public Works
via Kathleen Johnson, Director, Public Utilities Department
FROM: Honorable Councilmember Stephanie Powell, Council District 3
via Luis Jimenez, Deputy Chief Operating Officer, Infrastructure/Public Works
FROM: Luis Jimenez, Deputy Chief Operating Officer
via Kathleen Johnson, Director Public Utilities Department
Remember to route the memorandum according to the “via” notation. In the first example the
memorandum would be routed to Luis Jimenez, Deputy Chief Operating Officer, who has reviewed
the memorandum for approval prior to being sent to Honorable Councilmember Stephanie Powell.
NOTE: The “via” notation should always be reviewed by the “via” person first, whether it is the “TO”
designation or the “FROM” designation.
FROM LINE - The FROM line is typed flush left, two lines below the last line of the TO line. Type
the name and title of the person who is sending the memorandum.
FROM: Kathleen Johnson, Director, Public Utilities Department
FROM: Tom Davis, Deputy Chief Operating Officer, Internal Operations
via Lila Downing, Director, Purchasing and Contracting Department
Oct. 24, 2023 Item #6 Page 178 of 232
64 The City of San Diego | Style Guide | Correspondence Style Guide 64
SUBJECT OR REFERENCE LINE - The SUBJECT line is typed flush left, two lines below the last line of
the FROM line. The actual subject should be typed in initial caps and is not followed by a period.
The subject should not be bolded.
SUBJECT: Departmental Correspondence
REFERENCE: Department Instruction No. 000-00, dated January 1, 201-
BODY OF THE MEMORANDUM - A horizontal line is inserted two lines below the SUBJECT line, or
REFERENCE, line if one is used. Begin typing the body two lines below the horizontal line (see
sample memorandum on page 23.) Punctuation is placed at the end of each sentence, followed by
either one or two spaces. Industry standards accept both, but be consistent throughout your
document. Paragraphs are single-spaced. Double-spaced between paragraphs. See Addendum
Number 1 for bias-free language.
If the memorandum is long enough to require a second page, at least two message lines must be
carried over to the next page. The signature block should never stand alone. If you decide to make
the memorandum one page, shrink the text to one page by adjusting the font to Merriweather 9 or
9.5 to make it fit.
Page 2
Honorable Councilmember Stephanie Powell, Council District 3
January 1, 201-
SIGNATURE BLOCK - If the memorandum is only one page in length, the author shall sign at the top
after his/her name. If it carries to a second page, the signature block is typed in initial caps, flush left,
four lines below the last line of the body of the memorandum. The signature block consists solely of
the author’s name and title.
Luis Jimenez
Deputy Chief Operating Officer, Infrastructure/Public Works
If a memorandum is more than a single page, add a flush-left header with the page number, the addressee and the date. (Pg. 71)
Oct. 24, 2023 Item #6 Page 179 of 232
65 The City of San Diego | Style Guide | Correspondence Style Guide 65
IDENTIFICATION INITIALS - The initials of the author (in capitals) and those of the typist (in
lower case) are placed flush left, two lines below the last line of the signature block, and are
separated by either a diagonal or a colon (optional). Use the person’s real initials, not email
user initials.
KJ/agr
KJ:agr
ATTACHMENT NOTATION - If a memorandum refers to one attachment, the word
“Attachment” should be typed flush left, two lines below the identification initials. Tab once
to start typing.
KJ/agr
Attachment: 1. Letter dated January 1, 2016
If a memorandum refers to more than one attachment, the word “Attachments” should be typed
flush left, two lines below the identification initials. Identify attachments on the memorandum with
NUMBERS, and mark the corresponding number clearly on the upper right hand corner on the first
page of each attachment. (See samples below)
Attachments: 1. Annual Report
2. List of Major Accounts
3. Profit and Loss Statement
Annual Report
Attachment #1
Oct. 24, 2023 Item #6 Page 180 of 232
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66
DISTRIBUTION LIST - If the memorandum is directed to "Distribution," the actual list of
names and titles are typed, two lines below the identification initials or attachment notation,
if one is used. The use of mail stations is optional.
Distribution:
Robert Takada, Chief Operating Officer
Luis Jimenez, Deputy Chief Operating Officer, Internal Operations
Patricia Abel, Director, Development Services Department
Marcus Cassidy, Deputy Director, Public Works Department
COPY NOTATION - Same as with letters; see page 55.
cc: David Kelly, Chief Operating Officer
Luis Jimenez, Deputy Chief Operating Officer, Internal Operations
Kathleen Johnson, Director, Public Utilities Department
Mark Stevens, Deputy Director, Office of the City Comptroller
FILE NOTATION - A file notation is optional. If used, it is typed flush left, two lines below the copy
notation. If the memorandum refers to a route slip, the same applies here as with a response
letter (see pg 55). The information should appear in smaller print (i.e. Merriweather 8 point).
c:\wpdocs\manual
Route Slip #05-544-0415
File No: 9-20320
FILE NOTATION – is optional. If the letter is in
response to a route slip, type the RS# two lines below the copy notation using a smaller font. Type two lines below cc.
Oct. 24, 2023 Item #6 Page 181 of 232
67 The City of San Diego | Style Guide | Correspondence Style Guide
Sample
Memorandum
Oct. 24, 2023 Item #6 Page 182 of 232
68
The City of San Diego
M E M O R A N D U M
7he &ity of 6an 'iego _ 6tyle *uide _ &orrespondence 6tyle *uide
THE CITY OF SAN DIEGO THE CITY OF SAN DIEGO
Leave 4 lines between MEMORANDUM Leave 4 lines between MEMORANDUM and DATE:
Merriweather bold 12 point, all capitals, bold, with two spaces between letters.
DATE: January 1, 201-
Merriweather Merriweather
10 point, all capitals all capitals and double and double line spacing. line spacing. DO NOTDO NOTTYPE THISTYPE THISSECTIONIN IN BOLDFONT FONT
TO: Distribution
FROM: Kathleen Johnson, Director, Public Utilities Department
SUBJECT: Departmental Correspondence
Double line spacing between SUBJECT/REFERENCE line and divider line.
Xxxxxx xxxx xxx xxxxx xxx xxxxxxxx xxxxxx xxxx x xxxxxxxxxx xxxxxxxx xxxxxx xxxxxxx xxx xxxxxx xx x
xxxxxxxxxxx. Xxxxxxxx xxxxxxxx xxxxxxxxxxx xx x xxxx xxxxx xxxx xxxxxxxxx xxxxxxxxx xxx xxx
xxxxxxxxxxxx. Xxxxxxxxx xxx xxx xxxxx xxxxxxx.
KJ/agr
Attachments: 1. Correspondence Style Guide
2. Department Instruction No. 000-00, dated January 1, 201-
Distribution:
Luis Jimenez, Deputy Chief Operating Officer, Internal Controls
Patricia Abel, Director, Development Services Department
Jacob Ellis, Director, Real Estate Assets Department
Marcus Cassidy, Deputy Director, Public Works Department
cc: Robert Takada, Chief Operating Officer
Alex Talley, Assistant Chief Operating Officer
Merriweather 10 point font, first Merriweather 10 point font, first letter capitalized, remaining letters, small caps bold
The author may sign next to their name.
Names and titles must be used. List in order of the position and title.
Oct. 24, 2023 Item #6 Page 183 of 232
69
The Cityof San Diego
M E M O R A N D U M
7he &ity of 6an 'iego _ 6tyle *uide _ &orrespondence 6tyle *uide
SAMPLE ONE-PAGE
MEMORANDUM -
VIA NOTATION
DATE:January 1, 201-
TO:Honorable Mayor and Members of the City Council
FROM:Luis Jimenez, Deputy Chief Operating Officer, Infrastructure/Public Works
via Kathleen Johnson, Director, Public Utilities Department
SUBJECT:Departmental Correspondence
REFERENCE:Department Instruction No. 000-00, dated January 1, 201-
Xxxxxx xxxx xxx xxxxx xxx xxxxxxxx xxxxxx xxxx x xxxxxxxxxx xxxxxxxx xxxxxx xxxxxxx xxx xxxxxx xx x
xxxxxxxxxxx. Xxxxxxxx xxxxxxxx xxxxxxxxxxx xx x xxxx xxxxx xxxx xxxxxxxxx.
LJ/agr
Attachment: 1. Correspondence Style Guide
2. Department Instruction No. 000-00, dated January 1, 201-
cc: Joseph Jones, Chief of Staff, Office of the Mayor
Fatima Zohra, Deputy Chief of Staff/Chief of Policy, Office of the Mayor
Dana Milton, Director of Council Affairs, Office of the Mayor
Michelle Edwards, Independent Budget Analyst
Robert Takada, Chief Operating Officer
Kelly Smith, Assistant Chief Operating Officer
Laura Adams, Chief Financial Officer
Nicolas Peña, Deputy Chief Operating Officer, Internal Operations
Adrienne Welch, Deputy Chief Operating Officer, Neighborhood Services
Trixie Hammond, Director, Communications Department
Oct. 24, 2023 Item #6 Page 184 of 232
70 7he &ity of 6an 'iego _ 6tyle *uide _ &orrespondence 6tyle *uide
The Cityof San Diego
M E M O R A N D U M
DATE: January 1, 201- January 1, 201-
TO: Honorable Mayor and Members of the City Council
FROM: Luis Jimenez, Deputy Chief Operating Officer, Infrastructure/Public Works ating Officer, Infrastructure/Public Works ating Officer, Infrastructure/Public
SUBJECT: Departmental Correspondence
REFERENCE: Department Instruction No. 000-00, dated January 1, 201-
Xxxxxx xxxx xxx xxxxx xxx xxxxxxxx xxxxxx xxxx x xxxxxxxxxx xxxxxxxx xxxxxx xxxxxxx xxx xxxxxx xx x
xxxxxxxxxxx. Xxxxxx xxxxxx xxxxxxxxxxxx xxxx xxxx xxx xxx xxxxxxxxxx xxxxxxxx xxxxxxx xxxxxx
xxxxxxx xxxxx. Xxxxxxxx xxxxxxxx xxxxxxxxxxx xx x xxxx xxxxx xxxx xxxxxxxxx xxxxxxxxx xxx xxx xxxxx
xxxxxxx.
Xxxxxx xxxx xxx xxxxx xxx xxxxxxxx xxxxxx xxxx x xxxxxxxxxx xxxxxxxx xxxxxx xxxxxxx xxx xxxxxx xx x
xxxxxxxxxxx. Xxxxxx xxxxxx xxxxxxxxxxxx xxxx xxxx xxxxxx xxxxxxxxxx xxxxxxxx xxxxxxx xxxxxx
xxxxxxx xxxxx. Xxxxxxxx xxxxxxxx xxxxxxx xxxx xx x xxxx xxxxx xxxxxxxxxxxxx xxxxxxxxx xxx xxx
xxxxx xxxxxxxxxxxxx. Xxxxxx xxxx xxx xxxxx xxx xxxxxxxx xxxxxx xxxx x xxxxxxxxxx xxxxxxxx xxxxxx
xxxxxxx xxx xxxxxx xx x xxxxxxxxxxx.
Xxxxxx xxxx xxx xxxxx xxx xxxxxxxx xxxxxx xxxx x xxxxxxxxxx xxxxxxxx xxxxxx xxxxxxx xxx
xxxxxx xx x xxxxxxxxxxx. Xxxxxx xxxxxx xxxxxxxxxxxx xxxx xx xxx xxxxxxxxxx xxxxxxxx
xxxxxxx xxxxxx xxxxxxx xxxxx. Xxxxxxxx xxx xx xxxxxxxxxxx xx x xxxx xxxxx xxxx xxxxxxxxx
xxxxxxxxx xxx xxx xxxxx xxxxxxx.
Xxxxxx xxxx xxx xxxxx xxx xxxxxxxx xxxxxx xxxx x xxxxxxxxxx xxxxxxxx xx xxxxxxxxxxx xxx
xxxxxx xx x xxxxxxxxxxx. Xxxxxx xxxxxx xxxxxxxxxxxx xxxx xxxxxxxxxxxxxxxxxxxxxxx.
SAMPLE TWOͲPAGE MEMORANDUM
Oct. 24, 2023 Item #6 Page 185 of 232
71 7he &ity of 6an 'iego _ 6tyle *uide _ &orrespondence 6tyle *uide
ϳϭ
Page 2
Honorable Mayor and Members of the City Council
January 1, 201-
Xxxxxx xxxx xxx xxxxx xxx xxxxxxxx xxxxxx xxxx x xxxxxxxxxx xxxxxxxx xxxxxx xxxxxxx xxx xxxxxx xx x
xxxxxxxxxxx. Xxxxxx xxxxxx xxxxxxxxxxxx xxxx xxxx xxx xxx xxxxxxxxxx xxxxxxxx xxxxxxx xxxxxx
xxxxxxx xxxxx. Xxxxxxxx xxxxxxxx xxxxxxxxxxx xx x xxxx xxxxx xxxx xxxxxxxxx xxxxxxxxx xxx xxx
xxxxx xxxxxxx.
Xxxxxx xxxx xxx xxxxx xxx xxxxxxxx xxxxxx xxxx x xxxxxxxxxx xxxxxxxx xxxxxx xxxxxxx xxx xxxxxx xx x
xxxxxxxxxxx. Xxxxxx xxxxxx xxxxxxxxxxxx xxxx xxxx xxxxxx xxxxxxxxxx xxxxxxxx xxxxxxx xxxxxx
xxxxxxx xxxxx. Xxxxxxxx xxxxxxxx xxxxxxx xxxx xx x xxxx xxxxx xxxxxxxxxxxxx xxxxxxxxx xxx xxx
xxxxx xxxxxxxxxxxxx. Xxxxxx xxxx xxx xxxxx xxx xxxxxxxx xxxxxx xxxx x xxxxxxxxxx xxxxxxxx xxxxxx
xxxxxxx xxx xxxxxx xx x xxxxxxxxxxx.
Sincerely,
Luis Jimenez
Deputy Chief Operating Officer Infrastructure/Public Works
LJ/agr
Attachments: 1. City Council Report 99-111, dated May 26, 201-
2. Annual Financial Report
cc: Joseph Jones, Chief of Staff, Office of the Mayor
Fatima Zohra, Deputy Chief of Staff/Chief of Policy, Office of the Mayor
Dana Milton, Director of Council Affairs, Office of the Mayor
Michelle Edwards, Independent Budget Analyst
Robert Takada, Chief Operating Officer
Kelly Smith, Assistant Chief Operating Officer
Laura Adams, Chief Financial Officer
Nicolas Peña, Deputy Chief Operating Officer, Internal Operations
Adrienne Welch, Deputy Chief Operating Officer, Neighborhood Services
Trixie Hammond, Director, Communications Department
Oct. 24, 2023 Item #6 Page 186 of 232
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72
SECTION V
DISTRIBUTION OF LETTERS AND MEMORANDA
FINAL REVIEW OF SIGNED DOCUMENTS - Staff who prepare letters and memoranda should have the
document reviewed by a second individual prior to final signature. It is recommended the preparer request
a Word Processing Operator, Senior Clerk or Executive Secretary proof before documents are signed.
DISTRIBUTION PROTOCOL (MAYORAL DEPARTMENTS)
●A memorandum issued by one of the Mayoral Departments to the Mayor, the City Council, or an
outside agency must follow the standards described below.
The memorandum must be addressed as from the relevant Department Director with a
via notation - via the relevant Deputy Chief Operating Officer (or Chief Financial Officer,
Assistant Chief Operating Officer, or Chief Operating Officer, as applicable). The relevant
Deputy Chief Operating Officer must sign off on the memorandum before it is issued.
The memorandum must include the following positions in the carbon copy (cc) block:
-Chief of Staff, Office of the Mayor
-Deputy Chief of Staff/Chief of Policy, Office of the Mayor
-Independent Budget Analyst
-(specifically for memoranda to Council offices) Director of Council Affairs,
Office of the Mayor
-Communications Director
●For communications such as the announcement of a new Department Director or other major
departmental change, it is best to include the non-Mayoral departments, particularly the Office
of the City Clerk and the Personnel Department.
ELECTRONIC DISTRIBUTION OF DOCUMENTS - When sending memos and letters electronically, the
final signed document is to be scanned and sent as an attached PDF document, not as a Word
document. When distributing a memorandum via email to the Mayor or Councilmembers, it is
customary to include their Chief of Staff and Executive Secretary on the email. If the memorandum is
sent to a Department Director, please include their Executive Secretary.
USE OF PROPER TITLES ON LETTERS AND MEMORANDA - Consistency should be used when affixing
titles to letters and memoranda. For elected officials (of any jurisdiction), the word “Honorable” should
precede their name. Official titles, not “working” titles, should be used on documents. The title should
generally read in this order: Name, Title, Department.
Oct. 24, 2023 Item #6 Page 187 of 232
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73
SAMPLE TITLES
SECTION VI
EMAIL CORRESPONDENCE
The standards discussed in this style guide should be applied to email correspondence as well as
printed material. Email messages, as well as official City letters and memoranda, are public records as
part of the California Public Records Act. For that reason, it is important to follow the guidelines of this
style guide and proofread email correspondence as one would with an official letter or memorandum.
The spell check feature may be employed to assist with proofreading while writing on a computer or on
a mobile phone.
EMAIL SIGNATURE BLOCK
For information and guidelines regarding the City standard email signature block, please refer to
page 34 of the Visual Style Guide.
Correct:
Honorable Mayor Janice Clarke
Honorable Council President David Jimenez, Council District 3
Honorable Councilmember Rita Johnson, Chair, Audit Committee
Sandra Fong, Deputy Chief Operating Officer, Infrastructure/Public Works
Mark Stevens, Director, Real Estate Assets Department
Daniel Solomon, Executive Director, Human Relations Commission
Incorrect:
Janice Clarke, Mayor of the City of San Diego
David Jimenez, Councilmember
Sandra Fong, DCOO
Mark Stevens, Real Estate Assets Director
Oct. 24, 2023 Item #6 Page 188 of 232
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74
SECTION VII
ADDENDUM No. 1
BIAS-FREE LANGUAGE
GENERAL OPERATING PRINCIPLE
The City of San Diego is committed to the elimination of discrimination and bias in all forms. The City
recognizes the need to use written and spoken language and behaviors that convey respect and
inclusion of all people. We are aware of the need to use language that recognizes our diversity and does
not offend, demean or exclude people on the basis of gender, race, ethnic group, religion, age,
ability/disability, sexual orientation, gender identity and expression, familial or marital status, class, or
political affiliations. Our goal is to encourage bias-free language - language that does not create or
perpetuate real or perceived prejudice – in our written and spoken communication.
BIAS-FREE LANGUAGE
Bias typically involves a leaning or predisposition on an issue that may inhibit being neutral when
communicating with others. When bias exists in attitudes, it is often reflected in the language used in
formal and informal communication. Being aware and mindful of our language, both written and oral,
can help create a respectful and inclusive climate.
This document provides guidelines that will improve our bias-free writing and speaking to assist in
preparing official City publications and other communications. It provides some practical guidelines for
the use of inclusive language and examples of discriminatory and excluding language. These guidelines
change from time-to-time as individuals or groups most often affected by bias suggest such changes.
The goal is to be aware and thoughtful as we communicate in a “World Class City for All”.
GUIDELINES
GENDER
1.Include all people in general references by substituting gender-neutral words and phrases for
gender-biased words.
Example:
- mankind
- man-to-man defense
- man the operation
- manpower
- layman’s terms
- man hours
- manmade
Recommended:
- people, humanity, human beings
- one-on-one defense
- staff the operation
- labor, human resources, staff time, staff
support
- ordinary terms
- staff hours, hours
- manufactured, synthetic, artificial
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75
2.Communicate to everyone by including both male and female reference points. (Don’t assume
marital or familial relationships.)
Example:
- You and your spouse are invited
- Boyfriends/girlfriends
- Dear Sir
- Directors and wives
Recommended:
- You and your guest are invited…
- Friends, guest, partners
- Dear Sir or Madam
- Dear colleague
- Greetings
- To whom it may concern
- Directors, spouses and guests
3.Avoid gender-biased pronouns by
a.Dropping pronouns that signify gender and restructuring the statement
Example:
- Each employee should complete his
timecard in a timely manner.
Recommended:
-Each employee should complete a
timecard in a timely manner.
b.Changing to plural construction.
Example:
- Each employee should complete his
timecard in a timely manner.
Recommended:
-Employees should complete their
timecard in a timely manner.
c.Replacing masculine or feminine pronouns with “one” or “you”
Example:
- Each employee should complete his
timecard in a timely manner.
Recommended:
- You should complete a timecard in a
timely manner.
d.Avoid awkward construction such as he(she), s/he, (s)he, or him/her.
Example:
- As a Commissioner, s/he is entitled to a
reduced parking fee.
When welcoming a new Board Member,
provide him/her a binder.
Recommended:
-A Commissioner is entitled to a reduced
parking fee.
-When welcoming new Board Members,
provide them binders.
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76 The City of San Diego | Style Guide | Correspondence Style Guide 76
4.Use a parallelism to refer to women and men equally and to make references consistent.
Example:
- Danny Jones, a strong participant, and Suzy
Smith, an attractive young participant were
involved.
- Ten men employees and 16 female employees
will participate
- Officer Bob Brown and Julie Smith will
participate
Recommended:
-Danny Jones, a strong community leader,
and Suzy, an active community organizer
were involved.
-Ten male employees and 16 female
employees will participate
-Officers Bob Brown and Julie Smith will
participate.
5.Use neutral words for “man” and “woman” in job titles or descriptions.
Example:
- Chairman
- Policeman
- Spokesmen
Recommended:
-Chair
-Police officer
- Spokesperson
6.If a direct quote (derived from research or an interview) offends or inappropriately excludes
women or men and is not essential to your document, consider eliminating, paraphrasing or
replacing the quote.
7.When choosing photographs or illustrations, consider the balance of women and men. Also, be
conscious of the relative positions of men and women and their actions. Nonverbal messages
conveyed by portraying men standing/women sitting, men gesturing at smiling women, men
pointing to or working with equipment while women passively observe imply status differences.
When possible, work with artist and photographers to update graphic content.
Oct. 24, 2023 Item #6 Page 191 of 232
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77
Examples of substitutions for gender-biased terms.
NO YES
the common man average person, ordinary people
congressman/woman Congressional representative
mankind people, humanity, human race
man-made synthetic, artificial, manufactured, of human origin
manpower workers, work force, staff, personnel
man-hours staff hours, work hours
man-sized husky, sizable, large
gentlemen’s agreement informal agreement or unwritten contract
anchorman anchor
chairman chair
fireman firefighter
foreman supervisor
a man who someone who
man the exhibit run the exhibit, staff the exhibit
newsman reporter
postman letter carrier
policeman police officer
weatherman meteorologist, weather forecaster
workman worker
RACE AND ETHNICITY
1.Avoid identifying people by race or ethnic group unless it is relevant. We don’t usually point out
that an individual is white or of Anglo-Saxon heritage. The rule should apply to individuals
regardless of race or ethnicity.
Inappropriate:
- Andrew Young, the black mayor of Atlanta,
cast his vote.
- Maria Duran, a Hispanic professor, spoke to
the board.
- Alpha Beta Gamma, the black fraternity,
submitted an application.
Recommended:
-Andrew Young, the mayor of Atlanta, cast
his vote.
-Maria Duran, a history professor, spoke to
the board.
-Alpha Beta Gamma fraternity, submitted an
application.
2.Avoid the term non-white, which sets up white culture as the standard by which all other cultures
should be judged. Do not use culturally disadvantaged and culturally deprived. These terms imply
that the dominant culture is superior to others or that other groups lack a culture.
Oct. 24, 2023 Item #6 Page 192 of 232
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78
3.Refer to individuals as members of a minority group or specify the minority group (e.g., Latino)
when identity is pertinent.
Example:
-Women and minorities are encouraged
to apply.
-Minorities attended the meeting.
Recommended:
-Women and members of minority groups
are encouraged to apply.
-Members of the Hmong and Korean
communities attended the meeting.
4.Stay attuned to the current terminology by which racial and ethnic groups refer to themselves
(from Negro to African-American, from Oriental to Asian-American, etc.). national newspapers
and university publications are good indicators of preferred terminology. Also, ask people what
term they prefer.
5.Attention must be paid to the punctuation used in referring to ethnic groups. When the terms
African-American and Asian-American are used as modifiers, they should be hyphenated.
Examples:
-She is African-American
-The African-American student
6.Be sensitive to religion when referring to various ethnic groups. Do not make assumptions. Just
as not all Arabs are Muslim, most nationalities and ethnicities will embody different religious
practices. Avoid stereotyping a race, nationality or ethnic group with a specific religion.
7.Review written communication and visual materials to ensure that, where appropriate, all
groups, women and men, people of various ethnicities, people of all ages, and people with
varying physical abilities are represented. City publications should aim for reasonable
representation of all groups involved.
DISABILITY/ABILITY STATUS
1.The terms impairment, disability and handicap are not synonymous. Be sensitive to the meaning
of each.
An impairment is a physiological condition.
-Arthritis is an impairment in which tissues of the joints are damaged.
A disability is the consequence of an impairment. A disability may or may not be handicapping.
-Disabilities resulting from arthritis include difficulty in bending the spine or limbs, and thus
difficulty in walking or performing tasks.
A handicap is the social implication of a disability; a condition or barrier imposed by society, the
environment or oneself. The term should not be used to describe a disability.
-People with arthritic knees and hips may be handicapped by the absence of elevators in older
buildings.
Oct. 24, 2023 Item #6 Page 193 of 232
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79
2.Use the word disability when referring to a person or people with disabilities. Do not use the
word handicapped. A disabling condition may or may not be a handicap. For instance, someone
who uses a wheelchair has a physical disability. This person is handicapped when faced with a set
of stairs when there is no ramp alongside.
3.When the context calls for discussion of people with and without disabilities, use the term people
without disabilities rather than normal or able-bodied. Normal implies that by comparison,
people with disabilities are abnormal; able-bodied suggests that all people with disabilities are
unable to compensate for their disabilities.
4.Put people first, not their disability. Emphasize the person, not the disability. Use people with
disabilities as a first description; then, if necessary, disabled person in later references.
Example: The visually impairment students used a special keyboard.
Preferred: The student with visual impairments uses a special keyboard.
5.Omit mention of someone’s disability if it is not pertinent to the story.
Irrelevant: The new instructor, whose bout with polio left him on crutches, will teach two sections
of history.
Relevant: The author of the text on legal rights for people with disabilities writes from
experience. She has had paraplegia since childhood.
6.When writing about people with disabilities, choose words that carry nonjudgmental
connotations and are accurate descriptions.
Avoid: wheelchair bound, confined to a wheelchair
Better: uses a wheelchair
SEXUAL ORIENTATION AND GENDER IDENTITY/EXPRESSION
1.“The LGBTQ community” is an umbrella term used in the same manner that phrases such as “the
Italian-American community” are used to described groups with similar, but not identical,
backgrounds and social agendas.
2.LGBTQ (Lesbian, Gay, Bisexual, Transgender, and Queer/Questioning) is an inclusive term and is
preferred over homosexual. Avoid using phrases like sexual preference or the gay lifestyle.
3.“Transgender” is a general term used to describe a person whose gender identity and/or
expression is different from that traditionally associated with the person’s gender assigned at
birth. When corresponding with or about someone whose gender identity is unclear to you, it is
acceptable to simply use the person’s name rather than using a gender pronoun (“he/his” or
“she/her”). It is appropriate to ask people which gender pronoun they prefer.
4. When referencing the partner of an LGBTQ person, again, ask what term is preferred. Common
terms include wife or husband, spouse, partner, significant other. When discussing families, be
inclusive of families that are headed by same-gender partners and recognize the presence of
LGBTQ youth in families.
Oct. 24, 2023 Item #6 Page 194 of 232
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80
ADDENDUM No. 2
STATE ABBREVIATIONS
STANDARD ADDRESS ABBREVIATIONS
TWO-LETTER STATE AND POSSESSION ABBREVIATIONS
Oct. 24, 2023 Item #6 Page 195 of 232
Date: _______________________
The following ______ total pages (including this cover page) are intended for:
To: _______________________________From: ____________________________________
Company: _______________________________Title:____________________________________
Fax # _______________________________Fax #____________________________________
Phone #_______________________________Phone # __________________________________
SUBJECT: _________________________________________________________________________________
Comments:
If there are any problems with receiving this FAX transmission (such as missing pages), please contact the
Sender at the “From” phone number given above.
DEPARTMENT NAME
ADDRESS, MS #
SAN DIEGO, CA ZIP CODE
PHONE NUMBER
FAX TRANSMITTAL
THIS MESSAGE IS INTENDED ONLY FOR THE USE OF THE INDIVIDUAL OR ENTITY TO WHICH IT IS ADDRESSED, AND MAY CONTAIN INFORMATION
THAT IS PRIVILEGED, CONFIDENTIAL AND EXEMPT FROM DISCLOSURE UNDER APPLICABLE LAW, RECEIPT BY AN UNINTENDED RECIPIENT DOES
NOT CONSTITUTE A WAIVER OF ANY APPLICABLE PRIVILEGE.
If the reader of this message is not the intended recipient, or the employee or agent responsible for delivering the message to the intended recipient, you are hereby notified that any dissemination, distribution or copying of this communication is strictly prohibited.
If you have received this communication in error, please notify us immediately by telephone, and return the original message to us at the above
address via the U.S. Postal Service.
A fillable PDF format is available for download at :
https://cityhub.sandiego.gov/dept/comm/c/design/_layouts/15/start.aspx#/SitePages/Home.aspx
ADDENDUM No. 3
FACSIMILE TEMPLATE
81 7he &ity of 6an 'iego _ 6tyle *uide _ &orrespondence 6tyle *uideOct. 24, 2023 Item #6 Page 196 of 232
&ommunications 'epartment
& 6treet, th )loor, 6an 'iego, &$
_ communications#sandiego.goY _ sandiego.gov
Oct. 24, 2023 Item #6 Page 197 of 232
10/16/23, 11:26 AM San Marcos, CA Code of Ordinances
about:blank 1/1
(a)
(b)
(c)
(d)
(e)
(f)
(g)
(h)
2.04.010 - City Seal Adopted; Described.
There is hereby adopted an official seal of the City, having around its perimeter the words "CITY
OF SAN MARCOS, CALIFORNIA" and, inside a circle, the words "INCORPORATED JANUARY 28,
1963."
That all forms of corporate seal heretofore adopted, established or used by or for said City shall
be and the same are hereby abandoned and nullified for use after the effective date of this
ordinance; and the only form of corporate seal for use by or for said City, after such effective
date, shall be the form of seal herein above set forth in subsection (c).
That it shall be unlawful for any person to make or use the seal of the City of San Marcos, or any
cut, facsimile, or reproduction of said seal, or make or use any seal or any design which is an
imitation of said seal, or of the design thereof, or which may be mistaken for the seal of said City,
or the design thereof, for any purpose other than for City of San Marcos, or for the purposes of
any board, officer, or department thereof.
That the City Clerk shall have the official custody of the said official seal of said City.
That it shall be unlawful for any person to display or place, either temporarily or permanently, the
official seal of said City, or any facsimile, or representation, or near representation thereof on any
privately owned vehicle, unless by written permit first had and obtained from the City Council of
said City so to do. In the event any such permit is so granted by said Council, it shall be unlawful
for any person to place or display such seal in any manner, or at any time contrary to or in
violation of the provisions of such permit.
That until the further order of the City Council, the Director of Public Works of said City shall
designate the particular motor vehicles or other vehicles or items of property belonging to the
City of San Marcos, on or in connection with which replicas or near representations of the official
seal of said City shall be used; and when so designated the officers or employees having
immediate charge or control of such vehicles or equipment so designated, shall obtain such
replicas from the City Clerk and affix the same thereto and maintain the same thereon, until the
further order of said Director of Public Works.
That the word "person" as used in this ordinance shall include person, firm, association and
corporation, and whether acting as principal, agent, employee or otherwise.
That any person violating any of the provisions of this ordinance shall be guilty of a
misdemeanor, and upon conviction of any such violation such person shall be punishable in
accordance with the provisions of Section 1.12.010.
Oct. 24, 2023 Item #6 Page 198 of 232
Oct. 24, 2023 Item #6 Page 199 of 232
Oct. 24, 2023 Item #6 Page 200 of 232
Oct. 24, 2023 Item #6 Page 201 of 232
10/16/23, 2:01 PM SBMC Chapter 1.08 CITY SEAL AND OTHER OFFICIAL CITY INSIGNIA
https://www.codepublishing.com/CA/SolanaBeach/#!/SolanaBeach01/SolanaBeach0108.html 1/2
Chapter 1.08
CITY SEAL AND OTHER OFFICIAL CITY INSIGNIA
Sections:
1.08.010 De nitions.
1.08.020 Use of of cial city insignia.
1.08.030 Enforcement.
1.08.010 De nitions.
A. “Seal” means any seal, insignia, decal or other artistic rendering which is substantially similar to, and is designed or intended to be a facsimile of
the common seal of the city of Solana Beach or the city seal, as provided in Government Code Section 40811, and as adopted by Resolution 1986-9 on
July 1, 1986.
B. The “Common Seal of the City of Solana Beach” shall be as follows:
C. The “City of Solana Beach Fire Department patch or emblem” shall be as follows:
D. The “City of Solana Beach Lifeguard patch or emblem” shall be as follows:
E. The “City of Solana Beach Junior Lifeguard patch or emblem” shall be as follows:
F. The “City of Solana Beach’s Community Choice Aggregation program, Solana Energy Alliance (SEA) patch or emblem” shall be as follows:
Oct. 24, 2023 Item #6 Page 202 of 232
10/16/23, 2:01 PM SBMC Chapter 1.08 CITY SEAL AND OTHER OFFICIAL CITY INSIGNIA
https://www.codepublishing.com/CA/SolanaBeach/#!/SolanaBeach01/SolanaBeach0108.html 2/2
G. “Of cial city insignia” means a seal of the city of Solana Beach; a seal, patch, emblem, logo, or insignia of any division or program of the city of
Solana Beach; a modi ed seal of the city of Solana Beach for a cultural, ceremonial, or other public event; and any other intellectual property right
owned by the city of Solana Beach. (Ord. 498 §§ 1, 2, 2019; Ord. 448 § 2, 2014; Ord. 424 § 2, 2010; Ord. 31 § 1, 1987; 1987 Code § 1.20.010)
1.08.020 Use of of cial city insignia.
It is unlawful to use or allow to be used in any manner whatsoever the of cial city insignia of the city of Solana Beach, or any cut, facsimile, or
reproduction of the of cial city insignia, or make or use any design which is an imitation of of cial city insignia or of the design thereof, or which may
be mistaken for the of cial city insignia of this city or the design thereof, for malicious or commercial purposes, or for any purpose other than for city
purposes or for the purposes of any of cer, board or department of the city, without the express consent of the city manager of the city of Solana
Beach or his/her designee. (Ord. 424 § 3, 2010)
1.08.030 Enforcement.
A. Each unlawful use of of cial city insignia shall constitute a distinct and separate violation and may be punished accordingly.
B. Any person or entity violating or causing or permitting a violation of SBMC 1.08.020 is subject to the penalty provisions as set forth in Chapters 1.16
and 1.18 SBMC. (Ord. 448 § 3, 2014; Ord. 424 § 4, 2010)
Mobile Version
Oct. 24, 2023 Item #6 Page 203 of 232
Vista Municipal Code
Chapter 1.20
City Seal and City Letterhead
Sections:
1.20.010 City Seal Description
1.20.020 City Seal Use
1.20.030 City Letterhead Description
1.20.040 City Letterhead Use
Section 1.20.010 City Seal Description
The City Seal is circular, of a size appropriate for use on official City documents and has
in the center any design adopted by the City Council and the inscription "City of Vista"
surrounding the design.
Prior Code 2-8.1(a); Ord. No. 90-39, Added, 10/8/90; Ord. No. 2013-16, Amended 6/11/13 )
Section 1.20.020 City Seal Use
The City Seal shall only be utilized by City officials for official business of the City. No
person shall use or allow to be used any reproduction or facsimile of the City Seal for any
commercial, personal, political, or non-City organizational purpose unless previously authorized
by the City Council.
Prior Code 2-8.1(b); Ord. No. 90- 39, Added, 10/8/90; Ord. No. 2013-16, Amended 6/11/13)
Section 1.20.010 City Letterhead Description
City Letterheads shall be of such styles and compositions as the City Manager may
determine from time to time. They may incorporate a City logo or the City Seal as appropriate to
their function.
Ord. No. 2013-16, Added 6/11/13)
Section 1.20.020 City Letterhead Use
A. Official City Letterheads, as designated by the City Manager, shall only be
utilized by City officials for official business of the City. No person shall use or allow to be used
any reproduction or facsimile of the City Letterhead for any commercial, personal, political, or
non-City organizational purpose unless previously authorized by the City Council.
B. Notwithstanding Subsection A above, letterhead approved by the City Manager
may be used by a member of the City Council, the City Manager, and the City Attorney as
individual, unofficial letterhead. Individual letterhead shall include only the name of the individual
authorized to use the letterhead.
1.Individual letterhead printed or provided by the City may be used for
unofficial communications and constituent newsletters, but it may not be used for political
purposes or solely personal purposes.
2.Facsimile individual letterhead may be produced by the individual for
political and personal purposes provided that: (1) no City resources are used in its preparation
and printing; (2) the City Seal does not appear on the letterhead; (3) no City address, telephone
number, or email address appear on the letterhead; and (4) the letterhead states that it was not
prepared or printed at public expense.
1.20 (l) Vista 7/11/13)Oct. 24, 2023 Item #6 Page 204 of 232
Vista Municipal Code
C. The City Manager is authorized but not required to issue policies and procedures
to implement the provisions of this Section.
Ord. No. 2013-16, Added 6/11/13)
1.20 (2) Vista 7/11/13)Oct. 24, 2023 Item #6 Page 205 of 232
1
City of Vista
Graphic Standards manual
Policies / Procedures / Graphic standards
GRAPHIC STANDARDS MANUAL
Overview
The Graphic Standards Manual explains the policies, procedures and graphic
standards for the correct implementation of the City of Vista’s identity program. This
includes the correct use of the City logo, seal and City color palette in a variety of
applications including letterhead, forms, signage, vehicles, promotional items and
publications.
Following these guidelines will ensure a consistent and high-quality image in all visual
communications.
The Graphic Standards Manual is located in the Communications City Full Access
folder under -> Graphic Standards -> Manual.
Oct. 24, 2023 Item #6 Page 206 of 232
2
City of Vista
Table of Contents
I. Overview
a. City Manager’s Message ………………………………………… 3
II. Identity Elements
a. The City of Vista Primary Logo & Seal ………………………………4-5
b. Proprietary Logo (Fire) ……………………………………………………. 6
III. Identity Usage
a. Clear space ………………………………………………………… 7
b. Scaling ………………………………………………………………. 7
c. Misuse of the Logo …………………………………………………. 8
IV. Identity Colors
a. Identity Colors ………………………………………………………. 9
b. Preferred Primary Colors l Process-Color Equivalents …10
c. Applications 4-color l Two-color l One-color ……………11
d. Applications Black & White l Reverse ……………………… 11
e. Misuse of Color ……………………………………………………… 11
V. Typography
a. Primary Type Family ………………………………………………… 12
b. Secondary Type Family ……………………………………………..12
c. Logotype ……………………………………………………………… 12
d. Typography Examples ……………………………………………….13
VI. Identity Exhibits
A. Stationery ………………………………………………………………… 14
1. Formal letterhead ……………………………………………………… 15
2. Citywide letterhead ………………………………………………………… 16
3. Department Specific ……………………………………………………….. 17
4. Envelopes …………………………………………………………………… 18
5. Business Cards …………………………………………………………….. 19
6. Internal Memorandum …………………………………………………….20
7. Facsimile ……………………………………………………………………. 21
B. PowerPoint Templates ………………………………………………….. 22
C. Print Materials 1. Newsletters …………………………………………………………………. 23
2. Brochures ……………………………………………………………………. 24
3. Promotional Items …………………………………………………………23
4. Print Forms l Postcards l Informational Folders ………………… 25
VII. Taglines ………………………………………………………………….. 25
VIII. Signage ………………………………………………………………….. 26-27
Oct. 24, 2023 Item #6 Page 207 of 232
3
CITY OF VISTA
Graphics Standards Manual
A Message from the City Manager
As the City of Vista continues to grow, there is a need to provide a more consistent
graphic identity from departments to residents. The City’s branding identity is the
face and voice it presents to the world, so it is essential that it is distinctive and
consistent. By using a graphic identity program that uniformly and consistently
follows the new graphic standards, we can help visitors and residents alike maintain
positive feelings about our unique city. The City of Vista’s modern and sophisticated
image gives the viewer a feeling of energy and momentum.
The City logo is the most important element of our municipal identity program. It
enhances our image as a modern, progressive City. Its effectiveness depends on
correct and uniform usage on everything from business cards to vehicle decals to
collateral materials (publications) the City produces.
The guidelines outlined in the Graphic Standards Manual will ensure consistency and
high quality in the application of our identity program. Thank you for your full
cooperation and support of the graphic standards outlined in this manual, which will
demonstrate our professionalism in all of our communities. The Communications
Office is available to answer any questions you may have about the implementation
of these guidelines.
Sincerely,
Patrick Johnson
City Manager
Oct. 24, 2023 Item #6 Page 208 of 232
4
Identity Elements
City of Vista Primary Logo
It is important to maintain consistency and a high quality when using our City logo.
Any deviation will diminish its visual impact and detract from the City’s identity. For
these reasons, any possible exceptions to usage must be approved by the
Communications Office.
The City logo consists of symbols and a special logotype, which when used together
serve as the City of Vista primary logo as shown below.
The City logo may be used in a four-color version, a black and white version in which
the symbol and logotype are in black and in a one color version in which the symbol
and logotype are in blue. Pantone matching System (PMS) colors must be used for
the one and four-color reproductions. For EPS four-color reproductions, please
contact the Communications Officer who will arrange for transmittal of digital files for
the vendor.
Acceptable uses of color for the City of Vista logo are described on page 11.
City of Vista Primary Logo
Oct. 24, 2023 Item #6 Page 209 of 232
5
The City Logo and City Seal
The City of Vista Logo is the graphic representation of the City. It serves as a quick
identifier of the City of Vista. The City logo is used as the City of Vista’s primary
signature and can only be used by the City, unless authorized. Please contact the
Communications Office if an outside group/organization/contractor is requesting the
use of the City logo.
Use of the City logo is authorized for the following types of events:
• City Organized events (events organized by the City staff or City contractors,
and are included in the annual operating budget);
• City Sponsored events (events not organized by the City, but for which the City
has provided financial, staff, and/or equipment resources);
• City Endorsed events (events not organized by the City, for which no City
resources have been provided. To be considered city-endorsed, an event must
provide a recognizable cultural, social or economic benefit to the city. All uses
must be approved by the Communications Office. A Trademark License
Agreement must be signed by any organization wishing to use the City logo for
advertising a city-sponsored or city-endorsed event.
The City logo is located in the Communications City Full Access folder under -> City
Logo -> Print.
The City of Vista Seal is to be used instead of the City logo for official City business or
in formal matters. Please contact the Communications Office if you are in doubt on
what graphic to use.
The City seal is located in the Communications City Full Access folder under -> City
Seal -> Print.
The City logo should be used in the below communications:
The City logo should be used in the following communications:
General Letterhead |Apparel & collateral (shirts, hats, etc.) |
Promotional materials (pens, mugs, give-a-ways) | Business cards |
Presentation handouts | Print materials | Electronic Use | Maps | Fax
and Memos | Commission and Board Agendas except for Planning and
Traffic Commission) | City Welcome & Wayfinding Signs
The City Seal should be used in the following communications:
Proclamations |Letters from the Mayor, City Council, and City Attorney |
Letters to Federal and State officials and agencies | Street Identifier
Signs | City Vehicles | City “hard” hats | City Council, Planning and
Traffic Commission Agendas and Minutes
Oct. 24, 2023 Item #6 Page 210 of 232
6
Identity Elements
City of Vista Proprietary Logo
The City of Vista Fire Department maintains an official identity separate from the City
of Vista and has been authorized to use its own proprietary logo in conjunction with
the official City of Vista logo.
Oct. 24, 2023 Item #6 Page 211 of 232
7
IDENTITY USAGE
Clear Space l Scaling l Misuse of the Logo
CLEAR SPACE
To ensure adequate clarity and visual impact, the logo should always be surrounded
by at least the amount of clear space shown in the diagram below. The rectangular
box around the logo indicates the area that should be kept clear of competing visual
elements. In most cases, allowing more clear space than the diagram shows will
enhance the presence of the logo.
SCALING
Inserting into Word Processing Applications
To use the logo properly, import the logo file (CityofVista.jpg) into your software
application. In Microsoft Word, the command is Insert -> Picture -> From File.
Sometimes it may be necessary to decrease the dimensions of the logo. Once you
have imported the logo, click on the image to select it, and then you can shrink the
image while constraining the proportions. To do this, hold down the shift key and drag
a corner. Use the JPEG versions of the logo on all internal documents.
Important Note: In order to ensure maximum clarity and legibility of the logo, always
use the digital images provided (CityofVista.jpg). Scanned or other versions are not
acceptable.
X = height between two lines
2x
2x
2x
2x
2x
Oct. 24, 2023 Item #6 Page 212 of 232
8
MISUSE of the CITY LOGO (Applies to the City Seal, as well)
Correct use of the logo is important in communicating a consistent image. The City of
Vista logo is not to be re-created, re-drawn or distorted in any way. Examples of
common misuse of the logo are shown below. You can use the logo as a watermark
or background in a document.
The following general guidelines apply to symbol usage:
Unacceptable Modifications
Do not modify the configuration of drawing of the City of Vista logo in any way. Do not
add backgrounds to the City of Vista logo; these would interfere with its impact or
legibility.
Unacceptable Usage
Do not use the City of Vista logo in any way that will compromise the integrity of the
City identity program.
• Do not alter, stretch the logo horizontally / vertically
• Do not position the logo at an angle
• Do not add drop shadows or other graphics to the logo
• Do not add other elements to the logo
• Do not rearrange the logo elements
Oct. 24, 2023 Item #6 Page 213 of 232
9
IDENTITY COLORS
Color Identity l Process-Color l One, Two, Four-Colors l Reverse Logo l Misuse of Color
Color is important in establishing and maintaining the look of the City of Vista logo.
Colors can sometimes appear deceptively similar; always refer to the current edition
of the PANTONE Color Formula Guide to guarantee that you are using exactly the right
colors.
Identity Colors
The color guidelines for the City of Vista logo are meant to provide flexibility for all
applications, while establishing a consistent and recognizable City of Vista look.
Positive color treatments on white or light backgrounds are the preferred choice over
reverse treatments on darker backgrounds. The color guidelines apply to the
components of the City of Vista logo and logotype.
City Color Palette
The City color palette is an important starting point for the total identity program. The
colors are the basis for all City of Vista visual communications.
There are four main colors in the palette. The colors are Green (PMS 575c), Dark
Blue (PMS 295c), Light Blue (PMS 285c) and Gold (PMS 143c).
The City Color Palette is located in the Communications City Full Access folder under -
> City Logo -> Print -> Color -> EPS City of Vista logo -> Corporate Color Palette.
Samples of the colors are found below in the City of Vista logo.
Gold (PMS 143c)
Green (PMS 575c)
Dark Blue (PMS 295c)
Light Blue (PMS 285c)
Oct. 24, 2023 Item #6 Page 214 of 232
10
PREFERRED PRIMARY COLORS PROCESS-COLOR EQUIVALENTS
Oct. 24, 2023 Item #6 Page 215 of 232
11
CITY LOGO
Black & White Application
One-color Application
Dark blue (PMS 295c)
The one-color treatment using
dark blue (PMS 295c) should be
used.
Four-color Application
Reverse Logo
On dark backgrounds the logo often
will not provide enough contrast to
stand out. In these cases, the
reverse logo may be used. For
adequate contrast, the reverse logo
should only be printed on backgrounds
of 50% black or darker.
MISUSE OF COLOR
Do not use colors other than dark blue PMS 295c in a one-color application, unless
approved by the Communications Office.
Gold (PMS 143c)
Green (PMS 575c)
Dark Blue (PMS 295c)
Light Blue (PMS 285c)
Oct. 24, 2023 Item #6 Page 216 of 232
12
TYPOGRAPHY
Primary Type Family l Secondary Type Family l Typography Examples l Logotypes
City of Vista Typography
Typography is a basic element of the City of Vista identity system. Consistent use of
the approved typefaces is important in creating a recognizable image. The City of
Vista typography system includes a primary type family, ITC Franklin Gothic Font,
used for display and headline type and the Times Font family, used for subheads and
emphasis. A combination of both Franklin Gothic and Times can be used together.
The sans serif Franklin Gothic Book font is the preferred font to be used in general
correspondence and internal and external forms. A secondary sans serif type family,
Arial, may be substituted.
Primary Type Family: Franklin Gothic Book
(Sans Serif Fonts)
Sub-Headline and Text Use
Franklin Gothic Book font has been chosen as the primary typeface because it is both
professional and friendly. Franklin Gothic, a sans serif font, should be used for all
body text when possible within brochures and other communication materials. A
secondary sans serif type family, Arial, may be substituted.
Secondary Type Family: Times Font
(Serif Fonts)
Headline and Display Use
To create an attractive contrast between typefaces, this serif font has been selected
as the secondary typeface for its clean look. Times New Roman font may be used in
headlines, or used selectively for emphasis, such as charts, sidebars, and captions,
but large blocks of body copy should always appear in Franklin Gothic or a similar
sans serif font (Arial) to ensure readability.
Designated templates for publication have been equipped with the two typefaces,
Franklin Gothic Book and Times New Roman, so that any publications requiring these
fonts may be produced correctly by the departments.
The Print Templates are located in the Communications City Full Access folder under
-> Templates -> half page flyers, full page flyers or tri-folds
The Logotype
The City of Vista logotype is an integral component of the City’s corporate identity
program. The logotype is the “City of Vista” name is a special font called Trajan that is
always used with the City logo. The logotype “California” is called Franklin Gothic
Light. Both logotypes are all capital letters. No other font may be used for the City of
Vista logotype.
Oct. 24, 2023 Item #6 Page 217 of 232
13
Depending on the use and placement of the logotype, either the words “City of Vista
California” or the “City of Vista” may be used with the logo. For example, the “City of
Vista” without the word “California” is used on road construction signs. Unless
authorized by the Communications Office, use the logo with the City of Vista
California and do not typeset the City of Vista logotype. Use digital artwork created for
the logo.
Typography Examples
FRANKLIN GOTHIC BOOK
1234567890-+!@#$%^&*()_+
Abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ARIAL
1234567890-+!@#$%^&*()_+
Abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
TIMES FONT 1234567890-+!@#$%^&*()_+
Abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Oct. 24, 2023 Item #6 Page 218 of 232
14
IDENTITY EXHIBITS
Stationery l PowerPoint Templates l Print Materials
In order to project a strong, unified City voice, it is vital that each department
maintain the City of Vista’s identity in all areas, including letterhead, business cards,
presentation materials and print and promotional materials.
Stationery
The City of Vista stationery is one of the most important parts of the City’s corporate
identity program. Every piece that is sent out gives an instant message to the
recipient. The following section shows how all of these materials have been carefully
designed to serve as an important first impression. It is vital that these materials
maintain a consistent appearance – to promote the unity of all City departments and
to provide the most professional image possible of the City of Vista. In general the
Franklin Gothic Book typeface or Arial, point size 11 or 12, are used for internal
memos and correspondence and other written communication.
Oct. 24, 2023 Item #6 Page 219 of 232
15
Formal Letterhead (City Seal)
This letterhead includes the City seal graphic instead of the City logo. The formal
letterhead uses the City Seal for the first sheet and is used by the Vista City Council,
City Attorney’s Office and when corresponding with state and federal officials. The
second sheet of letterhead uses a blank sheet.
The letterhead templates are located in the Communications City Full Access folder
under -> Templates -> Letterhead
Oct. 24, 2023 Item #6 Page 220 of 232
16
Citywide Letterhead (City Logo)
The citywide letterhead is designed using the City of Vista logo for the first sheet. The
second sheet of letterhead uses a blank sheet. This letterhead is citywide unless the
use falls under the Formal Letterhead guidelines.
The letterhead templates are located in the Communications City Full Access folder
under -> Templates -> Letterhead
Oct. 24, 2023 Item #6 Page 221 of 232
17
Department Specific
Secondary versions of the City logo letterhead are used for specific departments, the
Moonlight Stage Productions, and the Wave Waterpark.
The letterhead templates are located in the Communications City Full Access folder
under -> Templates -> Letterhead
This is a sample of Public Works letterhead
with the changed address below
Oct. 24, 2023 Item #6 Page 222 of 232
18
Envelopes
Standard business envelopes (No. 10) are designed with the City logo in both four-
color and in one color (window envelopes) to complement the City of Vista letterhead.
In addition, a No. 10 envelope with the City Seal can be used for specific uses.
For general City correspondence the City Hall address is imprinted in the return
address position without reference to any specific department.
Check the Style Guide for proper procedures for addressing business envelopes.
Upon approval by the Communications Office, a department or division may opt to
imprint its specific address in the return address position on the standard business
envelope.
The one color (dark blue ink) window version of the standard business envelope is
used for mass mailings such as public hearing notices, invoice mailings and other
Examples of the City envelopes are shown below:
Oct. 24, 2023 Item #6 Page 223 of 232
19
Business Cards
The City of Vista business card is an important part of the City’s corporate identity
program serving in many cases as the “first impression” that someone receives
about the City.
The business card is used by the Vista City Council, the City Manager and department
heads, as well as management staff and other staff members who interact in large
measure with the public. All business cards use the City logo.
Business card orders should be placed with the Communications Office (Contact
Andrea McCullough amccullough@cityofvista.com or send a copy of your business card with
corrections, if any interoffice). The City receives a discount with the printing of four or more
individual business cards (box of 500).
An example of the business card is shown below.
Finished Dimensions of business card = 3.5 x 2”
Safe Design Area (due to cutting variances) = 3.25 x 1.75
Bleeding 1/8 inch (Bleed Dimensions = 3.75 x 2.25)
Business card stock is 14 point.
Oct. 24, 2023 Item #6 Page 224 of 232
20
Internal Memorandum
The internal memorandum layout is based on our citywide letterhead. The City of
Vista logo should appear on internal memorandums. Templates have been designed
for each department.
The City Letterhead template is located in the Communications City Full Access folder
under -> Templates -> Interoffice Memos
Oct. 24, 2023 Item #6 Page 225 of 232
21
POWERPOINT PRESENTATIONS
Templates
Whenever possible, the City of Vista PowerPoint templates should be used. An
example of the PowerPoint template is below. There are three different types of
templates and departments can opt to use any of the versions.
The City PowerPoint templates are located in the Communications City Full Access
folder under -> PowerPoint template.
Oct. 24, 2023 Item #6 Page 226 of 232
22
PRINT MATERIALS
Newsletters l Brochures l Promotional Items l Other
The City has established certain guidelines and standards to be used in publications
that are to be distributed to the community. In general, employees should follow the
City of Vista Style Guide for recognized standards for newsletter writing. Deviations
from these standards or questions regarding publication guidelines should also be
directed to the Communications Office. All applications, notices and print materials
(brochures and meeting hand outs) must include the statement below:
This publication is available in an alternate format. Please contact the ADA
Coordinator at 760.639.6145.
The Style Guide is located in the Communications City Full Access folder under -> City
of Vista Style Guide.
Newsletters
The content of all City newsletters must be approved by the Communications office
prior to the start of design and production. This is to allow for consistency and
accuracy in the quality and content of all publications.
The following guidelines have been established for City newsletters. While this is not
a comprehensive list of guidelines (use the Style Guide for that), it is a starting point
for consistency in City publications.
Formatting l Grammatical Guidelines
• Do not indent paragraphs in articles. Do not double space paragraphs.
• Italicize photo captions.
• Phone number format should be xxx-xxx-xxxx or or xxx.xxx.xxxx for print.
• In headings and headlines, do not capitalize prepositions and articles (i.e. and,
the, to, of etc.).
• Generally, do not use exclamation points or contractions in professional writing.
• Numbers ten and under need to be spelled out.
• Acronyms come after an expression the first time it is used and only if the
acronym will be referenced again. Spell out acronyms when they start the
sentence.
• Make sure pronouns agree with the nouns to which they refer. For example, “Any
community may increase its service level (not their service level).
• Do not hyphenate compound adjectives that end in “-ly” (i.e. highly skilled
employees).
Promotional Items
There are a variety of ways to promote the City of Vista through the proper use of the
City of Vista signature or logo on promotional items. It is not possible to anticipate all
of the applications on promotional items. However, examples of commonly selected
items include writing instruments, mugs, gift bags, Frisbees, and buttons and pins.
Oct. 24, 2023 Item #6 Page 227 of 232
23
All uses of the City of Vista signature or logo on promotional items must be approved
by the Communications office prior to the start design and production.
Brochures
Brochures are usually used to market a specific event, program, project or service.
The content of all city brochures must be approved by the Communications Office. All
text for brochures (quantities over 50) must be edited prior to the start of design or
production by the Communications Office. This is to allow for consistency and
accuracy in the quality and content of all publications. Any questions about content,
formatting and grammar should be directed to the Communications Office.
Brochure Templates
Several template formats have been designed in Word and Publisher for
departments to use. If these templates do not fit within your project scope or you
need to work with a graphic designer on a certain project, contact the
Communications Office. A sample of a flyer is below:
The Print Templates are located in the Communications City Full Access folder under
-> Templates -> half page flyers, full page flyers or tri-folds
Oct. 24, 2023 Item #6 Page 228 of 232
24
Print Forms
The City of Vista uses a variety of printed forms for internal use by employees and for
external use by residents, developers and other members of the business
community. The correct use of the City of Vista logo is extremely important on
external forms because these forms are distributed at public meetings or used by
residents or businesses. A consistent and professional look is necessary to maintain
the integrity of the City’s identity program and to promote the City of Vista.
There are numerous types of external forms used in a variety of departments.
Because examples of external forms are not included in this manual, questions
regarding the approved format for external forms should be directed to the
Communications Office.
Postcards
Some departments may use postcards from time to time for a quick means of
correspondence or for a variety of promotional uses.
All postcards should be designed using the City of Vista logo and color palette. A
department or division that has a need for a custom-designed postcard should
contact the Communications Office prior to the start of the design and production or
for graphic design assistance in creating an in-house postcard.
Informational Folder
A City of Vista informational folder may be used to present information about the City
of Vista. The information to be presented may be a relocation packet, a media
packet, an economic or redevelopment folder, special report or some other
communication.
All departments and division may use the City of Vista informational folder. Please
contact the Communications Office for a folder(s). A department or division that has a
need for a custom-designed informational folder must obtain approval from the
Communications Office prior to the start of the design and production.
TAGLINES
In addition to the City logo, there are taglines used by various City divisions and
programs. These taglines may be used to complement the City of Vista signature.
Usage and placement of these taglines with the City of Vista signature must be
approved by the Communications Office. Examples of these include the Recreation
and Community Services use of a tagline “Fun l Fit l Family”. Economic Development
uses “Vista, A Climatic Wonderland” Redevelopment & Housing uses “Building Value
into the Community through Redevelopment”.
Oct. 24, 2023 Item #6 Page 229 of 232
25
SIGNAGE
The City of Vista’s image is conveyed in everything we do. Therefore, it is important to
use the logo correctly in all of our applications, including the many signs we use in
our buildings, in our parks, on our streets, and the decals marking city-owned
vehicles. If you have specific questions regarding vehicle or exterior signage, please
contact the Communications Office.
Below are samples: Implementation of the City’s graphic standard on signs will occur
as projects and resources are identified.
Communications Office Updated December, 2019
Monument Sign
Standard Street Name Signs
(private street name signs do not
have the city seal on them. Helps
distinguish public from private
streets.)
Overhead Signal Sign (installed on
mast arms of traffic signals)
Oct. 24, 2023 Item #6 Page 230 of 232
Guidelines for Use of City Logo and Seal
The City logo is utilized on everything unless
the City seal is used. Please don't use the
logo and seal simultaneously unless you
consult with the Communications Office.
Example of logo uses: general letterhead,
apparel collateral, City swag (shirts, hats,
mugs, etc.), business cards, presentations,
fliers, posters, other printed materials,
electronic use (website, social media), maps,
commission, and board agendas (except for
Planning and Traffic Commission), and City
signage.
The City Seal is to be used on Council
proclamations; Mayor, Council, and City
Attorney correspondence; correspondence
with Federal and State officials; street signs;
City vehicles; City Council agendas;
Planning and Traffic Commission agendas.
City Logo
City Seal
The logo and the seal are in the O Drive > Communications > City Full Access
folder under City Seal or City Logo.
If you have questions, get in touch with Fred Tracey in the Communications
Office at 760.643.5217 or ftracey@cityofvista.com.
Oct. 24, 2023 Item #6 Page 231 of 232
Vista City Council Policy
200-18 USE OF CITY LOGO
PURPOSE
Establish guidelines for the use of the trademarked City logo.
POLICY
1. Use of the City logo is authorized for the following types of events.
a. City-Organized Events: These are events organized by City staff or
City contractors, and are included in the annual operating budget.
b. City-Sponsored Events: These are events not organized by the
City, but for which the City has provided financial, staff, and/or
equipment resources.
c. City-Endorsed Events: These are events not organized by the City,
for which no City resources have been provided. To be considered
City-Endorsed, an event must provide a recognizable cultural,
social, or economic benefit to the city.
2. All uses of the City logo must be approved by the City Manager or
designee in advance. Requests should be made to the City Manager’s
Office in writing.
3. Any use of the City logo must be in conformance with the City of Vista
Graphic Standards Manual.
4. A Trademark License Agreement must be signed by any organization
wishing to use the City logo for advertising a City-Sponsored or City-
Endorsed event.
HISTORY
Adopted January 11, 2011, City Council Resolution No. 2011-3.
200-18 (1) Oct. 24, 2023 Item #6 Page 232 of 232
Faviola Medina, City Clerk Services Manger
Sheila Cobian, Legislative & Constituent Services Director
Oct. 24, 2023
City Council Policy Statement:
Elected Officials’ Use of the
City’s Logo, Seal & Letterhead
1
PROPOSED ACTION
•Consider options and adopt a resolution
approving City Council Policy Statement –
Elected Officials’ use of the city’s official
logo, seal and letterhead
ITEM 6: ELECTED OFFICIALS’ USE OF
LOGO, SEAL & LETTERHEAD
2
BACKGROUND
Minute Motion:
Aug. 22, 2023
Directed staff to return with options for a City Council
Policy to address elected officials’ use of the City’s official
logo, seal & letterhead
3
ITEM 6: ELECTED OFFICIALS’ USE OF
LOGO, SEAL & LETTERHEAD
PROPOSED DRAFT POLICY
•Elected officials will be provided with
digital letterhead for their use
•Used for official city business & to
express an individual opinion
•When expressing individual opinion,
shall clearly state opinion does not
represent city or City Council policy or
position4
ITEM 6: ELECTED OFFICIALS’ USE OF
LOGO, SEAL & LETTERHEAD
PROCESS OPTION 1:
ELECTED OFFICIAL REGULATED
Elected official responsible for content and
distribution of correspondence in accordance with
adopted City Council Policy
5
ITEM 6: ELECTED OFFICIALS’ USE OF
LOGO, SEAL & LETTERHEAD
PROCESS OPTION 2:
STAFF REGULATED
Elected official sends draft correspondence to City
Manager or designee for review:
•Is content political in nature?
•Is correspondence for personal use?
•Has elected official clearly indicated he or she is
not speaking on behalf of City?
6
ITEM 6: ELECTED OFFICIALS’ USE OF
LOGO, SEAL & LETTERHEAD
OPTIONS
1.Adopt a resolution approving the City Council
Policy Statement – Elected Officials’ Use of the
City’s Logo, Seal & Letterhead
2.Provide additional feedback to staff and direct
staff to return to Council at a later date with a
revised policy
3.Provide other direction as desired
7
ITEM 6: ELECTED OFFICIALS’ USE OF
LOGO, SEAL & LETTERHEAD
RECOMMENDED ACTION
Consider options and adopt a resolution
approving City Council Policy Statement –
Elected Officials’ use of the city’s official logo,
seal and letterhead
8
ITEM 6: ELECTED OFFICIALS’ USE OF
LOGO, SEAL & LETTERHEAD
QUESTIONS?
9
ITEM 6: ELECTED OFFICIALS’ USE OF
LOGO, SEAL & LETTERHEAD