2016 City Branding Project Tuesday, December 13, 2016 Council Work Session Meeting

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1 2016 City Branding Project Tuesday, December 13, 2016 Council Work Session Meeting 1

2 2016 City Branding Project Early 2016 City retained services of Gensler to design and develop a new logo and stylistic identity for the City. Process involved participation and input from various community stakeholders including City staff and members of the Council. Project resulted in the development of brand guidelines and style manuals to dictate approved use of the new brand and identity. Principle recommendation includes public / promotional use of Fairfax City as brand identity; use was presented to Council and endorsed at the May 10 and July 5 work session meetings. Adoption of new brand does NOT legally change the name of the City for official, administrative purposes but provides a new identity for promotional and public purposes. See logo mark range of applications from brand guidelines document. 2

3 2016 City Branding Project Context & Issue: Since August of 2016, at the City Manager s request, a committee of staff has been working to develop an implementation schedule which complies with the recommended use guidelines developed by the consultant. Throughout the implementation planning process, members of the City community expressed hesitation over whether the City would be best served by a dual official / promotional identity structure. The committee is seeking guidance from the Council on whether it is comfortable with an official and separate promotional identity which represents a break from established precedent prior to implementation. Note: no proposal aims to legally change the name of the City, or to replace the use of the legal name for official governmental functions. 3

4 LOGOMARK CitySeal vs. Logomark City of Fairfax Fairfax City Our traditional seal has been an emblem of our history and pride for years. It remains appropriate to use in all official City documents and communications. Our new Fairfax City logomark should now be used in all public facing applications, as listed at right. This list is intended to address known/current situations and provide guidance for questions that arise but are not directly addressed here. Please contact the City Brand Manager withquestions. OfficialApplications Letterhead used for official communications Legislative/policy announcements, ordinances, resolutions Contracts Taxes/bills Departmental communications with official/administrative intent City Council and City Manager may maintain official seal business cards if desired Cable TV broadcasts of governmental meetings Police/fire vehiclesprimary RANGE OF APPLICATIONS New City Logomark Public/Marketing/ Friendly Applications New CityLogomark Website and electronic media Advertising and promotion of city events City signage including city entrance, parks, districts, streetlight pole banners, etc. Optional secondary identity on police/fire via decal or patch Other vehicles than police/fire: CUE buses, trashtrucks/snowplows Departmental communicationswith general/promotional intent Unofficial or branded reference to community policy documents, reports, plans, and collateral encouraging community participation and input Appropriate departmentbusiness cards Cable TV non-governmental channelgraphics

5 2016 City Branding Project Examples: 5

6 2016 City Branding Municipal Examples: 6

7 LOGOMARK CitySeal vs. Logomark Our traditional seal has been an emblem of our history and pride for years. It remains appropriate to use in all official City documents and communications. Our new Fairfax City logomark should now be used in all public facing applications, as listed at right. This list is intended to address known/current situations and provide guidance for questions that arise but are not directly addressed here. Please contact the City Brand Manager withquestions. OfficialApplications Letterhead Use for Official Purposes (Communications with Serious Intent, e.g. Public Hearing Notices, Appointment Letters, Legal Communications, Enforcement Notifications, Regulatory Communications, Permits, Formal Communications with Federal, State, and Local Officials/ Jurisdictions) Legislative Communications Contracts and Agreements (e.g. MOA with GMU for operation of MEC) Taxes, Bills, Licenses (e.g. Personal Property Tax, Certificate of Occupancy) Intradepartmental Communications with Administrative Intent (e.g. Official Memos such as Personnel Announcements, Administrative Regulations) Business Cards for Elected and Appointed Officials (if desired.) Cable TV Broadcasts of Government Meetings (e.g. Work Session and Council Meetings) RANGE OF APPLICATIONS New City Logomark Public/Marketing/ Friendly Applications New CityLogomark Social Media and Website Branding Event Flyers, Signage, and Promotional Materials, Facility Rental Materials, Economic Development and other Palm Cards (e.g. Leisure Times, etc.) City Welcome Signs, Decorative Pole Banners, Park Entrance Signs, Temporary Information Signs and Banners, City Maps, District Branding City Fleet Decals (e.g. excluding Police/ Fire) Department Invitations, General Correspondence (e.g. Thank You Notes, Letters of Appreciation, Event Notification, Signature Blocks) Public Outreach Document with Participatory Intent (e.g. Promotional Branding for Comprehensive Plan, Multimodal Plan, Strategy Documents, etc.*) Department Business Cards (excluding police, fire, schools.) Cable TV Graphics (Excluding official City Meetings.)