G r a p h i c s S t a n d a r d s M a n u a l
U p d a t e d N o v e m b e r 2 0 1 0
(Replaces April 2002 Original)
brandStrata / November 2010 Update
C o n t e n t s
D i g i t a l F i l e I n d e x
L o g o A p p l i c a t i o n s
B a s i c I d e n t i t y S t a n d a r d s
Introduction_________________________ 1
System overview_ ___________________ 2
Official Typefaces____________________ 3
Correct Logo Usage__________________ 4
Incorrect Logo Use___________________ 5
Full-Color Palette____________________ 6
2-Color Palette_ _____________________ 7
1-Color Blue Palette__________________ 8
Black & White Palette________________ 9
Official Letterhead__________________ 10
Envelopes & Mailing Labels__________ 11
Business Cards______________________ 12
Photo Application_ _________________ 13
Promotional Product Applications____ 14
Digital File Formats_________________ X1
Primary Use Logo Index_____________X2
Limited Use Logo Index_ ____________X3
1 2
3 City Logo NEW Tagline Signature Chamber Logo Chamber and Tourism use ONLY brandStrata / November 2010 Update 1
In 2002, the Mayor and City Council directed that
a comprehensive program be established to create
a new visual identity for the City. The City logo
symbolizes the essence of the natural and historic
aspects of Redondo Beach and the identity program
was designed to unify the image of the City and help
convey it to local residents, visitors and people from
around the world.
In 2005, a Redondo Beach consortium consisting of
the City, Round Table, and Chamber of Commerce
& Visitors Bureau determined further brand
development would strengthen Redondo Beach as
an attractive and competitive visitor destination. The
new tourism identity was launched in 2010 and new
signature tagline incorporated into the existing City
identity.
This Graphics Standards Manual was developed
to ensure that the identity program is applied
consistently in all communications, including
stationery, business cards, publications, printed
and electronic forms, advertising, signage, vehicle
identification, exhibits, promotional materials,
websites, video and presentations.
Thank you for your cooperation.
Bill Workman
City Manager
I n t r o d u c t i o n
Stacked Tagline Signature Vertical Layouts ONLY
Linear Tagline Signature Official City Logo
Alternate Linear Tagline Signature Narrow Horizontal
Layouts, Signage & with Chamber Logo ONLY
Tagline Wordmarks Product Applications ONLY
City Seal Offical City Documents ONLY
City Symbol Product Applications ONLY
Tagline Wordmark Alternate Tagline Wordmark
City Symbol Tagline Symbol Signature
brandStrata / November 2010 Update 2
S y s t e m o v e r v i e w
Effective immediately, the City Logo
must include the More To SeaSM Tagline
on any newly developed or re-orders of
exisiting materials.
Linear Tagline Signatures
The Linear Tagline Signature is the official City Logo
and must be used on all applications unless it does
not fit within the allocated space.
The City Symbol size is smaller in the Alternate
Linear Tagline Signature. This configuration is only
used with narrow horizontal layouts, on City Signage
and in conjunction with the new Chamber Logo.
Stacked Tagline Signature
Use only with vertical layouts that prevent the use of
either Linear Signature.
City Symbol
Use only on product applications (page 14) where
design flexibility is required. Must include one of the Tagline Wordmarks within the total design.
Tagline Wordmarks
Use only on product applications (page 14) where
design flexibility is required. Must include the City
Symbol within the total design.
Official City Seal
The City Seal is an authenticating mark that is
used only on official City documents such as
Proclamations and Commendations of the City
Council, City Ordinances and Resolutions.
Digital File Formats
Each logo is available as a .EPS, .JPG or .PNG
digital file. See page X1 to determine which
format you should use.
Color Configurations
Each logo is available in Full-Color (shown here
and page 6), 2-Color (page 7), Gradient 1-Color
and Flat 1-Color (pages 8-9).
A BCDEFGHI J K LMNOPQ R STU V W X Y Z; : ’”,. ? !( )
ab cdefghijklmnopqr stu vw x y z0123456789
Frutiger 57 Condensed
ABCDEFGHIJKLMNOPQRSTUV WXYZ ; : ’”,.? !()
a b cd e fg hij klm n o p q r s t uv w x y z 0123 45678 9 Frutiger 67 Bold Condensed
ABCDE FGH IJKLMNOPQRSTUVW X Y Z ; : ’”, .?! ( )
ab cdefgh i jk lmnopq r stuvw x y z0123456789
Frutiger 75 Black
ABCDEFGHI JK LMNOPQR STUVW X Y Z;:’”,. ? ! ( )
abcde fghijklmnopq r s tu v w x y z 0123 45678 9
Frutiger 56 Italic
brandStrata / November 2010 Update 3
Off i c i a l T y p e f a c e s
The easy to read Frutiger family of type styles has
been selected for use with the new visual identity
program. Select one of these fonts whenever
possible when designing publications or applications
that include the new signature. Shown to the left are
the four most commonly used styles in the family.
Listed below is the complete approved Frutiger
Family.
Frutiger Family
45 Light
46 Light Italic
47 Light Condensed
55 Roman
56 Italic
57 Condensed
65 Bold
66 Bold Italic
75 Black
77 Black Italic
77 Black Condensed
87 Extra Black Condensed
95 Ultra Black
Minimum Clear Space
Minimum Size
.35”
1 2
3 4
5 brandStrata / November 2010 Update4
C o r r e c t Log o U s age
Signature Configurations
The Linear and Stacked Signatures are comprised of
five graphic elements: the City Symbol (
aSun, bPier
and
cWater), dRedondo Beach Wordmark and
eMore To SeaSM Tagline. These configurations should
be appropriate for most applications.
Use only the digital files provided with this guide.
Do not alter or add any element, change the
proportions, attempt to re-create the marks or
develop new configurations.
When any signature is reduced or enlarged, it must
be treated as one unit and all elements enlarged or
reduced proportionately.
Clear Space
To preserve the integrity of the Redondo Beach
Brand and maintain legibility of the marks, the
surrounding area must be clear of any graphics,
type, patterns and photographic elements. The
minimum space is equivalent to the height of the
“H” in the Redondo Beach wordmark.
Minimum Size
The marks may be enlarged to whatever size that is
practical and necessary, however, the height of the
symbol in any configuration should not be smaller
than .35”H when reduced. Enlarge or remove the
SM symbol when the size or application (such as
embroidery) impedes its readability.
DO NOT Condense or Stretch DO NOT Rotate
DO NOT Change Colors DO NOT Change Elements
DO NOT Change Proportions DO NOT Add Special Effects
DO NOT Use Over Busy Backgrounds DO NOT Add Borders
More To Sea
brandStrata / November 2010 Update 5
I N C O R R E C T L O G O U S E
The integrity of the Redondo Beach Brand Identity
depends upon the appropriate and accurate
use of the marks. Common incorrect uses and
interpretations are shown here.
Distortion
Most improper use is accidental. Distortion of a
placed mark in a layout is the most common error.
Make sure to maintain the original proportions when
reducing or enlarging.
Special Effects
There are many configurations of the marks to
accommodate the most common applications.
DO NOT add elements or special effects such as
outlines, glow effects or drop shadows.
Alterations
It is important to maintain the integrity of the marks.
DO NOT attempt to re-create, delete or replace
any element of the Symbol or Signature Marks.
Any alteration of the individual elements, their size,
proportion or color distribution is prohibited.
brandStrata / November 2010 Update 6
F u l l - C o l o r P a l e t t e
Signature Colors
Three colors (aRedondo Beach Blue, bRedondo
Beach Red and cRedondo Beach Yellow),have
been designated to express the unique qualities of
Redondo Beach. The appropriate and consistent use
of these Signature Colors promotes Redondo Beach
brand recognition and recall.
Colors reproduce differently on different materials,
so the formulas for various applications have been
provided. Use the correct formula for the material
and reproduction method chosen.
DO NOT substitute color specifications.
DO NOT replace or add new colors.
3 1
2 Redondo Beach Blue
Coated: 2746 C
Uncoated: Reflex Blue U
Coated CMYK: 100 / 88 / 0 / 10
Uncoated CMYK: 83 / 72 / 0 / 0
HTML: 212492
RGB: 33 / 36 / 146
Redondo Beach Red
Coated: 200 C
Uncoated: 200 U
Coated CMYK: 3 / 100 / 66 / 12
Uncoated CMYK: 3 / 88 / 62 / 10
HTML: B71234
RGB: 183 / 18 / 52
Redondo Beach Yellow
Coated: 136 C
Uncoated: 122 U
Coated CMYK: 0 / 28 / 87 / 0
Uncoated CMYK: 0 / 22 / 93 / 0
HTML: FFBC3D
RGB: 255 / 188 / 61
1 2
3 DO NOT use the colors shown in this guide as a visual matching standard.
Refer to an appropriate and current PANTONE© Color Bridge© or formula guide to match the color specified for each material and reproduction method. PANTONE© is a Registered Trademark of Pantone, Inc. brandStrata / November 2010 Update 7
2 - C o l o r P a l e t t e
2-Color Application
In two color applications, the Signature appears in
the primary identity colors Redondo Beach Blue and
Redondo Beach Red.
Do not use any other two colors.
20%
3 1
2 Redondo Beach Blue
Coated: 2746 C
Uncoated: Reflex Blue U
Coated CMYK: 100 / 88 / 0 / 10
Uncoated CMYK: 83 / 72 / 0 / 0
HTML: 212492
RGB: 33 / 36 / 146
Redondo Beach Red
Coated: 200 C
Uncoated: 200 U
Coated CMYK: 3 / 100 / 66 / 12
Uncoated CMYK: 3 / 88 / 62 / 10
HTML: B71234
RGB: 183 / 18 / 52
1 2
3 Gray Paper Stock
White Paper Stock
DO NOT use the colors shown in this guide as a visual matching standard.
Refer to an appropriate and current PANTONE© Color Bridge© or formula guide to match the color specified for each material and reproduction method. PANTONE© is a Registered Trademark of Pantone, Inc. brandStrata / November 2010 Update 8
1 - C o l o r B l u e P a l e t t e
1-Color Gradient Blue Logo
In 1-Color applications, the Signature is either
Redondo Beach Blue, as shown here, or Black
(shown on page 9).
Flat 1-Color Blue Logo
The 1-Color Signature (using 20% blue for the Sun)
is always preferred. When manufacturer limitations
prevent the use of screen percentages, it is
acceptable to use the Flat 1-Color Signatures.
Do not use any other colors.
2 1
20%
Redondo Beach Blue
Coated: 2746 C
Uncoated: Reflex Blue U
Coated CMYK: 100 / 88 / 0 / 10
Uncoated CMYK: 83 / 72 / 0 / 0
HTML: 212492
RGB: 33 / 36 / 146
1 2
Flat 1-Color Art / Blue
Flat 1-Color Art / Blue Background
DO NOT use the colors shown in this guide as a visual matching standard.
Refer to an appropriate and current PANTONE© Color Bridge© or formula guide to match the color specified for each material and reproduction method. PANTONE© is a Registered Trademark of Pantone, Inc. brandStrata / November 2010 Update 9
1-Color Grayscale Logo
In 1-Color black and white applications such as
newspapers, the Signature is converted to shades of
gray, as shown.
It may be used on any screen of black, textured,
illustrative, or photographic background that is light
enough to provide sufficient contrast for clarity and
legibility.
When selecting paper stock, White, Light Gray, Light
Blue and Light Yellow are preferred.
Flat 1-Color Black Logo
On black and white applications, the 1-Color
Signature (using shades of gray in the Symbol) is
always preferred. When manufacturer limitations
prevent the use of screen percentages, it is
acceptable to use the Flat 1-Color Signatures.
Grayscale Art / Black Background
Yellow Paper Stock
Blue Paper Stock
Gray Paper Stock
Flat 1-Color Art / Black
Grayscale Art
Flat 1-Color Art / Black Background
B l a c k & W h i t e P a l e t t e
2 1
4 3
25%
35%
Black
Coated: Process Black C
Uncoated: Process Black U
Coated CMYK: 0 / 0 / 0 / 100
Uncoated CMYK: 0 / 0 / 0 / 100
HTML: 1E1E1E
RGB: 30 / 30 / 30
1 4 White
2 3
Office of the City Manager 415 Diamond Street, P.O. Box 270 Redondo Beach, California 90277-0270
www.redondo.org
tel 310 372-1171
fax 310 379-9268
October 31, 2010
Laurie Schiada
brandStrata
3020 Old Ranch Parkway, Suite 300
Seal Beach, CA 90740
Dear Laurie,
The letter format is an integral part of the letterhead and should always be considered in the design process.
This is an example of a typical business letter, typed in a contemporary format.
First establish your document preferences. Set the margin of the top edge of the page at 2.625”. This positions the letter to fit neatly within a typical fold and address block to fit within a standard window envelope. Set your left margin at 1.125” to align with the edge of the red rule. Set your right margin at 1”. The signature typeface for all letter correspondence is Times. 10pt. size with 12pt. line spacing. Flush left and ragged right.
Start the letter with the date, spelled out, at the top of the page, followed by two line spaces. Then the addressee block, followed by three line spaces. There should be one blank space between paragraphs and the paragraphs are not indented in this format. Do not use hyphens in the body of your letter.
Recommended salutation is “Dear John” (first name only), to convey a sense of cordiality when your correspondent’s name is known; or in instances where you are unsure of your familiarity, it is acceptable to add their last name “Dear John Doe”. Generally, the closing of the letter should be polite and formal. Unless the letter is personal in nature, closings ranging from “Regards” to “Best Wishes” should be avoided. Closing is followed by three line spaces for a handwritten signature.
Sincerely or Respectfully,
Maggie Healy
Acting Director, Recreation & Community Services
MH
CC: Rene Negron
Encl: Any enclosure other than the letter itself.
brandStrata / November 2010 Update 10
Off i c i a l L e t t e r h e a d
This design shown is the official Redondo Beach
letterhead. The Full-Color Linear Signature and red
rule is used, with all other typography printed in
black. Also shown here is the preferred flush left
typing format for all letters.
1.125” .437”
1”
.475”
.74” 1.5”
2.625”
Department
Frutiger / 67 Bold Condensed
9pt Type / 10.5pt Line Spacing
Address / Phone
Frutiger / 47 Light Condensed
9pt Type / 10.5pt Line Spacing
brandStrata / November 2010 Update 11
Envelopes
The designs shown are the official Redondo Beach
envelopes. The Full-Color Linear Signature and red
rule is used on a standard #10 envelope with all
other typography printed in black.
The 1-Color Linear Signature is used on standard
window envelopes with the horizontal rule in 40%
Redondo Beach Blue and all other typography
printed at 100% strength.
Mailing Labels
The design shown is the official Redondo Beach
mailing label. The 1-Color Linear Signature is used
with the horizontal rule in 40% Redondo Beach Blue
and all other typography printed at 100% strength.
Label size shown is 5.5”W x 4.25”H.
415 Diamond Street, P.O. Box 270
Redondo Beach, California 90277-0270
planning department
Parking Enforcement Division
Laurie Schiada
brandStrata
3020 Old Ranch Parkway, Suite 300
Seal Beach, CA 90740
415 Diamond Street, P.O. Box 270
Redondo Beach, California 90277-0270
planning department
Parking Enforcement Division
Laurie Schiada
brandStrata
3020 Old Ranch Parkway, Suite 300
Seal Beach, CA 90740
E n v e l o p e s & M a i l i n g L a b e l s
415 Diamond Street, P.O. Box 270
Redondo Beach, California 90277-0270
planning department
Parking Enforcement Division
Laurie Schiada
brandStrata
3020 Old Ranch Parkway, Suite 300
Seal Beach, CA 90740
.25”
.18”
.74”
2.375”
2.375”
.25” 5”
.25” .25”
2.75” .5”
.18” .18”
.74” .74”
.25” .25”
Department
Frutiger / 67 Bold Condensed
9pt Type / 10.5pt Line Spacing
Division / Address
Frutiger / 47 Light Condensed
9pt Type / 10.5pt Line Spacing
brandStrata / November 2010 Update 12
B u s i n e s s C a r d s
Business Cards for City Employees
This design shown is the official Redondo Beach
business card. The Full-Color Linear Signature and
red rule is used, with all other typography printed in
black. Standard size shown is 3.5”Wx 2”H.
Under no circumstances can any additional
information, be added to the front of the business
card. Additional information should be printed in
black on the back of the card. engineering & building services 415 Diamond Street, P.O. Box 270
Redondo Beach, California 90277
www.redondo.org
tel 310 318-0661 / 1+2345
fax 310 374-4828
[email protected]
rosalee Wood
Analyst
.2”
.2” .2”
.35”
.7”
.61”
Name / Department
Frutiger / 67 Bold Condensed
9pt Type / 10.5pt Line Spacing
Title / Address / Website / Phone / eMail
Frutiger / 47 Light Condensed
9pt Type / 10.5pt Line Spacing
brandStrata / November 2010 Update 13
P H O T O A P P L I C A T I O N
The Redondo Beach Signatures can appear on
photographic backgrounds, but good contrast is
required between the Signature and the background.
Choose backgrounds that accentuate the logo.
brandStrata / November 2010 Update 14
P r o m o t i o n a l P r o d u c t A p p l i c a t i o n s The identity standards can be more broadly
interpreted to create unique, marketable designs for
promotional and retail products. Shown here are
sample applications of how the marks could be used
in a typical product assortment.
White, dark blue, silver, light blue and light gray are appropriate for use as product background colors.
Do not use red as a dominant color. Red should
only be only be used as minor graphic accent.
The City must approve all designs
before production.
brandStrata / November 2010 Update X1
All digital files shown in this guide were originally
created using Adobe Illustrator software, version
CS4. Each logo configuration has been provided in
EPS, JPG and PNG formats because they produce the
best results with most anticipated applications.
Digital files are generally described as either
“vector” or “raster” and are used for different
reproduction methods.
Vector files are precise digital images created in
a professional creative software program such as
Adobe Illustrator. These files can be reduced or
enlarged to any size without losing sharpness or
compromising reproduction quality.
Raster Files are digital images created or captured
in a professional creative software program such
as Adobe Photoshop or exported from Adobe
Illustrator. Reproduction quality is compromised
when these files are enlarged.
EPS (Encapsulated PostScript)
EPS is a vector file format that is preferred for
professional manufacturing including offset and
digital printing, promotional products and signage.
EPS files can be only be manipulated in Adobe
Illustrator but can be placed in most print
manufacturers’ industry-specific software programs.
When using EPS files with Adobe InDesign layouts,
placed files do not have a sharp appearance, but
will reproduce accurately. EPS files that are copied
directly from Adobe Illustrator and pasted into
InDesign will maintain their sharpness and enable
accurate viewing when designing the layout.
JPEG (Joint Photographic Experts Group)
JPEG is a raster file format that is preferred for onscreen applications such as the web.
JPEG compresses the original file size by selectively
discarding data. Typical web-quality file resolution
is 72dpi (dots per inch), which is considered lowresolution and edges will appear fuzzy when printed.
JPEG files can be used in print applications but highresolution 300dpi print-quality files are required.
PNG (Portable Networks Graphic)
A raster file format that provides great sharpness
and detail with vector images that are placed in
office software applications but often produces a
larger document file size than a JPEG.
PDF (Portable Document Format)
A universal format most often used for reviewing
and distributing files because it allows accurate
display and output of fonts, images and graphics
without having to access the software programs
used to create the original files.
Note that PDF files can also be placed into InDesign
and (some) office software programs and reproduce
accurately.
Creative Software .EPS .JPG .PNG .PDF
Adobe Illustrator •
Adobe InDesign •
Adobe Photoshop •
Office Software .EPS .JPG .PNG .PDF
Microsoft Word •
Microsoft PowerPoint •
Microsoft Excel •
Microsoft Publisher •
• Recommended Acceptable Alternative Note: Microsoft requires RGB D i g i t a l F i l e F o r m a t s
RBcity_taglineLogo_stacked_FullColor RBcity_taglineLogo_stacked_1Color_Blue RBcity_taglineLogo_stacked_1Color_Black RBcity_taglineLogo_Linear_FullColor
RBcity_taglineLogo_Linear_Alt_FullColor
RBcity_taglineLogo_Linear_1Color_Blue
RBcity_taglineLogo_Linear_Alt_1Color_Blue
RBcity_taglineLogo_Linear_1Color_Black
RBcity_taglineLogo_Linear_Alt_1Color_Black
RBcity_taglineLogo_stacked_2Color
RBcity_taglineLogo_Linear_2Color
RBcity_taglineLogo_Linear_Alt_2Color
RBcity_taglineLogo_stacked_FlatColor_Blue RBcity_taglineLogo_stacked_FlatColor_Black RBcity_taglineLogo_Linear_FlatColor_Blue
RBcity_taglineLogo_Linear_Alt_FlatColor_Blue
RBcity_taglineLogo_Linear_FlatColor_Black
RBcity_taglineLogo_Linear_ALt_FlatColor_Black
Stacked Tagline Signature Vertical Layouts ONLY
Linear Tagline Signature Official City Logo
Alternate Linear Tagline Signature Narrow Horizontal Layouts, Signage & with Chamber Logo ONLY brandStrata / November 2010 Update X2
P r i m a r y U s e L o g o I n d e x
Digital File Format Usage
• EPS: Print vendors and creative software programs.
• JPG: Web developers.
• PNG: Office software programs (for sharpest results).
Color Usage
• Full-Color: Most print applications.
• 2-Color, Gradient 1-Color and Flat 1-Color: Use only on applications with specific color limitations such as products and newspapers.
PMS 2746 C / Reflex Blue U Black
PMS 2746 C / Reflex Blue U
PMS 200 C / 200 U
PMS 136 C / 122 U
PMS 2746 C / Reflex Blue U
PMS 200 C / 200 U
PMS 2746 C / Reflex Blue U
20% PMS 2746 C / Reflex Blue U
20% PMS 2746 C / Reflex Blue U Black
25% Black
RBcity_Wordmark_2Color
RBcity_Wordmark_Alt_2Color
RBcity_Wordmark_1Color_Blue
RBcity_Wordmark_Alt_1Color_Blue
RBcity_Wordmark_1Color_Black
RBcity_Wordmark_Alt_1Color_Black
RBcity_Symbol_FlatColor_Blue RBcity_Symbol_FlatColor_Black RBcity_taglineWordmark_2Color
RBcity_taglineWordmark_Alt_2Color
RBcity_taglineSymbol_2Color
RBcity_taglineWordmark_1Color_Blue
RBcity_taglineWordmark_Alt_1Color_Blue
RBcity_taglineWordmark_1Color_Black
RBcity_taglineWordmark_Alt_1Color_Black
RBcity_taglineSymbol_FlatColor_Blue RBcity_taglineSymbol_FlatColor_Black RBcity_Symbol_2Color
RBcity_tagline_Blue
RBcity_tagline_Alt_Black
RBcity_tagline_Black
RBcity_tagline_Alt_Blue
RBcity_taglineSymbol_1Color_Blue RBcity_taglineSymbol_1Color_Black RBcity_Symbol_1Color_Blue RBcity_Symbol_1Color_Black
RBcity_taglineSymbol_FullColor
RBcity_Symbol_FullColor
Tagline Wordmarks Product Applications ONLY
Tagline Graphic Product Applications ONLY
City Symbol Product Applications ONLY
brandStrata / November 2010 Update X3
L i m i t e d U s e L o g o I n d e x
PMS 2746 C / Reflex Blue U Black
PMS 2746 C / Reflex Blue U
PMS 200 C / 200 U
PMS 136 C / 122 U
Digital File Format Usage
• EPS: Print vendors and creative software programs.
• JPG: Web developers.
• PNG: Office software programs (for sharpest results).
Color Usage
• Full-Color: Most print applications.
• 2-Color, 1-Color and Flat Color: Only on applications with specified color limitations such as products and newspapers.
The logos on this page are ONLY for product
design applications (page 14), where the
City Symbol, Tagline Wordmarks and Tagline
Graphic are used seperately within the layout
for optimum product appeal.
PMS 2746 C / Reflex Blue U
PMS 200 C / 200 U
PMS 2746 C / Reflex Blue U
20% PMS 2746 C / Reflex Blue U
20% PMS 2746 C / Reflex Blue U Black
25% Black