1 Brand Style Guide | April 2026CITY OF
CHULA VISTA
2 3
City of Chula Vista
Logo
Horizontal Logo
Reversed Logo
Minimum Size
Primary Logo Minimum Size
Minimum print size 0.5 inch wide
Minimum digital size 36 pixels wide.
Minimum print size 0.75 inch wide.
Minimum digital size 54 pixels wide.
For use on dark or
high-contrast backgrounds.
The City of Chula Vista logo represents the city’s connection to its coastal setting, vibrant community, and forward-looking spirit.
The mark reflects movement and balance, symbolizing growth, inclusivity, and Chula Vista’s role as a gateway between land, bay, and people.
The logo is available in both horizontal and vertical configurations, allowing flexibility across a wide range of applications. The primary full-color version should be used whenever possible on clean, light backgrounds to maintain clarity and recognition.
One-color and reversed versions are provided for use on darker backgrounds, photography, or situations where color reproduction is limited.
Consistent and correct use of the logo helps ensure a unified and recognizable visual identity for the City of Chula Vista across all communications.
For additional guidance on the proper use of the City of Chula Vista logo, including holiday and celebratory usage, please consult the companion Graphic Standards Handbook: Using the Logo Properly.
4 Incorrect Usage
Examples
Consistent logo usage helps maintain a strong and recognizable identity for the City of Chula Vista. The examples below show incorrect applications of the logo and should not be used.
The logo should only appear in the approved brand colors and must not be altered. Do not stretch, compress, rotate, recolor, or add effects to the logo. The logo should also not be placed on backgrounds that reduce legibility or interfere with its visibility.
Maintaining these standards ensures the City’s identity remains clear, professional, and consistent across all communications.
Any Department Name
5 Color Palette
Primary Colors
Text Color Text Color Alternative
HEX:
RGB:
CMYK:
PANTONE:
CMYK:
RGB:
HEX:
CMYK:
RGB:
HEX:
#004280
0, 66, 128
100, 83, 23, 7
PMS 294C
0, 0, 0, 100
0, 0, 0
#00000
0, 0, 0, 85
77, 77, 79
#4d4d4f
City Blue
#008540
0, 133, 66
88, 23, 100, 10
Valley Verde
#FBC310
251, 195, 16
2, 24, 99, 0
PMS 130
South Bay Citrus
#0BABE3
11, 171, 227
72, 14, 0, 0
PMS 2995
Bayfront Aqua
#D5278A
213, 39, 138
12, 96, 4, 0
PMS 227
Fiesta Magenta
The primary color palette reflects Chula Vista’s identity — coastal, vibrant, and community-driven. These core colors represent the city’s natural environment, civic leadership, and cultural energy. They provide a consistent visual foundation across all communications and should be used as the dominant colors in city materials.
For external-facing materials, 85% Charcoal Gray should be used as the primary text color. Black may be used when additional contrast is needed to ensure accessibility or when text appears on darker or complex backgrounds.
For internal documents (such as agendas, meeting minutes, presentations, and working materials), black text may be used as the default for clarity and ease of production.
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6 Color Palette
Secondary and Supporting Colors
Secondary and Supporting Colors are used to complement the primary color palette and add flexibility to City of Chula Vista communications. These colors should be applied sparingly as accents, highlights, or supporting elements, and only when they enhance clarity or relate directly to the content or subject matter.
HEX:
RGB:
CMYK:
#8E453E
142, 69, 62
31, 78, 72, 26
Mission Brick
#A9B5A3
169, 181, 179
35, 21, 27, 0
Foothill Sagebrush
#19A4A7
25, 164, 167
77, 14, 37, 0
Marina Teal
7 Color Origins
From Place to Palette
Chula Vista’s color palette is rooted in the City’s natural environment, cultural energy, and coastal setting. Colors were developed through a visual exploration of local landscapes, including the bayfront, wetlands, foothills, and community life, translating these place-based references into a flexible and recognizable civic color system.
The color palette was developed through a place-based design process. Reference photography of Chula Vista’s natural and cultural environments—such as the bayfront, wetlands, foothills, parks, sunsets, and community events—was gathered and
analyzed to identify recurring hues and tonal relationships.
Key colors were sampled from these images and refined for consistency, contrast, and accessibility across digital, print, and environmental applications. The final palette balances civic reliability with community warmth, ensuring flexibility for City departments while maintaining a cohesive visual identity anchored by City Blue.
8 Primary colors should be used prominently in layouts to establish a clear and recognizable brand presence. Accent colors should be used sparingly to draw attention to key elements such as icons, callouts, or important information. In most layouts, one accent color is recommended to maintain clarity and visual balance.
Neutral colors help maintain clarity and readability. Charcoal Gray should be used for most typography, while white should remain the primary background color across City communications.
Light tints of Foothill Sagebrush may be used selectively for background panels or section dividers when subtle visual separation is needed. Black may be used when additional contrast is required.
Lighter and darker shades of primary and secondary colors can be achieved by adjusting brightness or value when higher contrast or softer backgrounds are needed.
Avoid using too many colors within a single layout.
Color Usage
Recommended Color Balance: 60/30/10
Low contrast combinations — use with care
Neutral
Backgrounds / Text
Accent Colors
Highlights / Emphasis
Primary Color
Brand Identity
60%
10%
30%
Primary and secondary colors may be paired to create visual interest. However, colors with similar tone and value should be used carefully, as they can compete and reduce visual clarity when placed directly next to each other.
Avoid using these combinations as primary pairings for
text, backgrounds, or key interface elements.
Fiesta
Magenta
Mission
Brick
Valley
Verde
Marina
Teal
These color combinations may still be used effectively when:
• Applied in gradients
• Used in large background areas
• Separated with white or neutral space
• Supporting event, cultural, or expressive materials
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Color Usage
Best Practices Effective
Color Hierarchy
& Contrast
Effective
Accent Usage
Ineffective
Color Hierarchy
& Contrast
Ineffective
Accent Usage
Anchor layouts with City Blue
City Blue is the primary anchor color for the City of Chula Vista and should be used prominently in layouts to establish a strong and recognizable brand presence.
Use one primary color per layout
Select a single primary color to anchor the design. Other colors from the palette should be used as supporting
accents rather than competing focal points.
Use accent colors sparingly
Accent colors should highlight key information, icons, or calls to action without overwhelming the layout.
Prioritize readability
Ensure sufficient contrast between text and background
colors. Neutral backgrounds and dark text help maintain clarity and accessibility.
CITY PROGRAM UPDATE
TITLE HERETITLE HERE
Body text in charcoal gray
explaining content
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• Duis aute irure dolor in
Body text in charcoal gray
explaining content
Learn More
Learn More
KEY HIGHLIGHT
Sub headingCITY PROGRAM UPDATE
10 Color Contrast Requirements
The City of Chula Vista is committed to ensuring that all communications are accessible to the public. Materials should follow accessibility best practices to support individuals with visual, cognitive, and physical disabilities.
Designers and staff should prioritize clarity, legibility, and sufficient contrast when creating print and digital materials.
Color Contrast
Text and background colors must provide sufficient contrast to ensure readability. When using color combinations, ensure that content remains clear for individuals with low vision or color vision deficiencies.
As a general guideline:
• Use dark text on light backgrounds whenever possible. • Avoid placing text on busy images or low-contrast
backgrounds.
• Use accent colors carefully so that they do not reduce readability.
• White backgrounds with Charcoal Gray or black text are recommended for most City communications.
• Text should meet a minimum contrast ratio of 4.5:1 for normal text.
An ADA accessibility tool, such as webaim.org/resources/ contrastchecker, should be consulted before finalizing any design to ensure necessary contrast and compliance.
Yellow Text on
White or Light
Backgrounds
Charcoal gray or
black text on white
background
Accessible brand color pairs that meet a contrast ratio of 4.5:1 11 Color Application
Examples
These examples demonstrate how the brand colors
may be applied across layouts and marketing materials.
This is intended as visual guidance only and should not be interpreted as fixed templates.
12 Bay Gradient
City Blue -> Marina Teal
Recommended Gradients
Gradients may be used sparingly to introduce depth and visual interest within City communications. The City Blue gradient should be used as the primary gradient treatment, reinforcing the City’s visual identity. Supporting gradients may combine complementary colors from the approved palette. Gradients should remain simple and accessible, avoiding overly complex transitions or combinations that reduce readability. Text should not be placed directly on gradients unless sufficient contrast is maintained.
Main Gradient
Festival Gradient
Coastal Gradient
Energy Gradient
Nature Gradient
Soft Background
Gradient
Secondary Gradient
Supporting Gradients
Background Gradient
City Blue Gradient
City Blue -> Bayfront Aqua City Blue -> Fiesta Magenta
White -> Foothill Sagebrush (15%)
Southbay Citrus -> Fiesta Magenta
Valley Verde -> Marina Teal
Bayfront Aqua -> Marina Teal
13 Typography
The City of Chula Vista typography system is composed of three complementary typefaces that support clarity, accessibility, and visual consistency. Together, these fonts create a flexible hierarchy for headlines, subheads, and body copy across all city communications.
Source Sans 3 is the preferred typeface for headlines. Its clean, contemporary sans-serif design provides clarity, approachability, and strong visual presence across City of Chula Vista
communications. Designed for versatility across both print and digital platforms, Source Sans 3 supports a modern, accessible civic voice. Source Sans 3 is an open-source typeface available through Google Fonts and Adobe Fonts.
Roboto is the primary typeface for body copy and digital applications. Designed for readability across screen sizes, it supports clear and accessible communication in both print and web-based City of Chula Vista materials. Roboto is an open-source typeface available through Google Fonts.
Libre Baskerville is used as a supporting typeface for emphasis, long-form content, or editorial applications, as well as for ceremonial and legal documents. Its classic serif design adds contrast and warmth while maintaining readability, making it suitable for select headlines, pull quotes, or formal publications.
Libre Baskerville is an open-source typeface available through Google Fonts.
Source Sans 3
Roboto
Libre Baskerville
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14 Typography in Practice
It’s known for its beautiful views and outdoor
recreational opportunities.
The city offers a diverse landscape with over 52
square miles of coastal scenery, parks, and trails,
making it a great destination for outdoor enthusiasts.
From the scenic bayfront to the rolling hills of the
eastern neighborhoods, Chula Vista provides
residents and visitors with opportunities to explore
nature, enjoy outdoor recreation, and experience the
region’s unique coastal environment.
Chula Vista is the second-largest
city in San Diego County
A diverse,
forward-looking
city shaped by its
vibrant people.
Libre Baskerville
Source Sans 3
Source
Sans 3
Roboto
15 Libre Baskerville
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
012345789@#$%&*
Official and
Ceremonial Font
Edwardian Script is reserved exclusively for official legal and ceremonial documents for the City of Chula Vista, including proclamation letters, certificates, and formal recognitions. It is used selectively for ceremonial emphasis—such as titles, introductory lines, names, or signatures—and should remain limited and intentional to preserve clarity and dignity.
Libre Baskerville is a supporting serif typeface used across City communications to add contrast, emphasis, and hierarchy. In ceremonial and legal documents, it serves as the primary typeface for body text and formal language. In standard applications, Libre Baskerville may also be used for callouts, pull quotes, or highlighted text where a more traditional or authoritative tone is appropriate. When paired with other approved fonts, it enhances readability while maintaining a refined civic character.
Edwardian Script
A B C D E
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16 The visual direction for photography is rooted in the essence of the City of Chula Vista, our connection to the bay, valleys and foothills, our diverse neighborhoods, and our vibrant community life. While the range of subject matter is broad, the goal is to maintain a consistent, high-quality representation of the City that feels authentic, welcoming, and civic-forward.
Photography should emphasize clarity, warmth, and a sense of place.
Images should feel clean, approachable, and naturally colorful, with attention to spacing, depth, and a clear focal point.
Images should avoid visual clutter. Use a limited number of subjects in each frame, allowing the environment or activity to remain the focus. When people are included, they should appear in sincere, natural moments that reflect real interactions and lived experiences within the city. Avoid posed or overly styled scenes that do not reflect real life.
Whenever possible, photograph subjects within recognizable Chula Vista environments to reinforce a strong sense of place. Lighting should be even and natural, with subjects appearing open and approachable.
Event imagery should always feature a clear focal point that communicates the purpose and energy of the event. Avoid crowding multiple subjects or messages into a single image. Focus on moments of engagement, connection, and community participation.
Project and infrastructure images should feel optimistic and forward- looking. Whenever possible, photograph projects during favorable lighting conditions and include people in the scene to create a human connection and sense of scale. Images should highlight color, context, and how the project supports everyday life in Chula Vista.
Imagery Direction
Authentic
Sincere
Natural
Vibrant
Inclusive
17 Using the Office of Communications
Request Form
To ensure consistent, accurate and timely messaging, please submit a Communications Request Form on SharePoint if you are:
• Creating or updating marketing or outreach materials (flyers, brochures, posters, banners, social media graphics or other branded materials) • Requesting or using the City logo, seal or brand elements • Preparing presentations or reports for public meetings, conferences or external audiences • Requesting inclusion in the Community Connection newsletter • Planning community events, campaigns or announcements • Responding to media inquiries, issuing public statements or needing a news release Please contact Communications early with information about your project to help avoid revisions, delays or rework later.
We’re Here to Help
For assistance or questions, contact: [email protected]