GRAPHIC STANDARDS
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.
Established August 1985:
The City of Chula Vista logo
The City logo will be the sole identifying symbol used on City stationery, signage, vehicles, and other collateral or items appropriate for City identification.
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.
Symbol
Logotype
Wordmark
Primary Logo
PRIMARY LOGO
The City of Chula Vista logo can be thought 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.
Alternative Horizontal Logo
EXAMPLES
Primary Logo (USED CORRECTLY) Alternative Horizontal Logo (USED CORRECTLY) NEVER resize any of the elements in the logo.
NEVER re-typeset the logotype or wordmark in a different font.
NEVER use the symbol alone.
NEVER rearrange the elements in the logo.
NEVER leave off an element of the logo.
CITY OF
CHULA VISTA
NEVER re-typeset the logotype or wordmark in a different font.
CITY OF
CHULA VISTA
Logo Colors
Color provides a powerful means of visual recognition.
The City of Chula Vista has chosen one specific PMS
(Pantone Matching System) color: 294. Other colors
can also be used to provide flexibility.
If the color is not PMS 294, the chosen color must
blend well into the specific layout or match the color
scheme of each piece.
Navy Pantone 294
Black
Green Pantone 349
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.
DARK BackgroundsLIGHT Backgrounds
Examples:
Examples:
EXAMPLES
Logo color needs to stand out on light backgrounds.Burgundy is fine to use, but the color tends to be a challenge to print.
NO outlines.
NO dropshadows.
The entire signature must be in the same color.
Signature Colors Background Color s
Logo color needs to stand out on dark backgrounds.
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.
Clear Space around Secondary Signature:
Note that the size of the symbol remains consistent.
1/2x
1/2x
1/2x
1/2x
Clear Space around Primary Signature:
x
1/2x
1/2x
1/2x
1/2x
1/2x