BRAND GUIDELINES
VISION GUIDE Our brand is a living, blooming thing.
As El Cajon has deep roots in San Diego County, we couldn’t be more proud of our vibrant, beautiful and diverse community. But like any growing thing, it will require proper care. This document provides a framework of carefully created, thoughtfully considered elements and guidelines designed to help our brand thrive. It is, fittingly, a living guide, made to grow as we grow and evolve as we evolve.
OUR BRAND PROMISE
OUR MISSION Uniting our community through innovative services, economic opportunities, sustainable growth, and ensuring quality lifestyles.
OUR BRAND STORY El Cajon represents a legacy of community excellence more than a century in the making. By uniting and protecting our diverse community, we blend traditional and emerging progress to provide an ideal place to call home. Globally accessible and locally embedded, we continue to be at the forefront of development while bringing stability and opportunity to our businesses and residents citywide. Grounded in this rich history, responsible growth, and deep commitment to our community, El Cajon continues to bloom brighter year after year.
OUR BRAND PROMISE
BRAND PERSONALITY These words speak to the essence of El Cajon. Together, they are an evocative, concise measure of how our promotion reflects our brand character.
OUR BRAND PROMISE
LOGO USAGE The following pages detail the official logos available for use. They also outline the ideal treatment and placement of each logo type.
• If placing the logo on a dark image, illustration or solid- color background, always use the white logo.
• Background images, illustrations or colors should always be adjusted as necessary to preserve logo legibility.
OUR BRAND PROMISE
CLEAR SPACE
CLEARSPACE Working with the logos requires consistent clearspace. Clearspace is the “blank” space (X) around the entire logo that is free of text and other graphics. The clearspace has been set according to specific dimensions of the different logo components. 1x is the minimum amount of clearspace needed. SPACING Spacing of the primary logo elements should never change. UNITS The method for spacing is measured in relative “x” units. One “x” can be determined from the height of the horizontal gold lines in the logo.
OUR BRAND PROMISE
LOGO USAGE
The following pages detail the official logos available for use. They also outline the ideal treatment and placement of each logo type.
The logo should never be skewed to fit a particular use.
The logo should never be rotated and always used in its original and complete design.
The logo should never have a drop shadow or other effect added.
The logo should never have color changes and should only be used from approved formats.
OUR BRAND PROMISE
DEPARTMENT LOGOS The City of El Cajon logo can be used to create department logos. For consistency, always use the provided templates, keep department names left justified, and use font Sentinel Book in Heritage Gray.
Finance
City Manager
Public Works
OUR BRAND PROMISE
TYPOGRAPHY The official El Cajon fonts embody the progressive-yet-timeless voice of our brand. They are versatile and easy to read in any format. When used as a complete font library, they enable us to readily organize communications, optimize designs and distinctively convey our multifaceted brand to our diverse audiences.
SENTINEL LIGHT ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz SENTINEL LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz SENTINEL BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz SENTINEL BOLD ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
HEADLINE
SUBHEAD
RALEWAY BOLD ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz RALEWAY REGULAR ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz RALEWAY LIGHT ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz
BODY COPY
HEADLINE | ALT 1
CALLOUT
CALLOUT 2
HEADLINE | ALT 2
OUR BRAND PROMISE
TYPOGRAPHY
HEADLINE (RALEWAY, 40 PT.) Subhead Here (Sentinel Light Italic, 22 pt.) APEREBUT PATUIDEM PRA VIS RETE CAE NOST (RALEWAY BOLD, 11 PT.) Body (Sentinel Light, 10 pt.) Iliamentem oma, internum avo, neque acrum in iam, num prorentis C. Graciemus hoc rei pultuid ipio vidicae hostimula culicae culius ad modius inc mus temus cernu imis esu conlocu terte, sessum, nos pectura, qua mant. Vivideat, inari et factantu intripsendes audam tus hem faceris. Solus, vit. EM ACRIDES CUS, ESTEMQUEM APERIO, ET IUS VERIUS Catiam pra nostemo rumur, diis nondam consus obse tam. Inatquit peconsus hos es nequa tabefex sena L. Ifertuium, consus pri, que tesserunc rem se quam.
LAYOUT EXAMPLE:
“Quote Sentinel Bold Italic (10 pt.) Sed sentiae menia? Re pre facit, ca vivende factus lic tiam silicon vis; nos hilisquerdi senicup imusatus; in talieris.”
MAIO, A ME NOST RET IMIUSPIO Vidempraed in se ductantis fortem noc ilis esceps, ficaequam vastius esteriv ilicaus, uterfenam peconfes! Upictorurni sa is liissul eriptem addum, pl. Quit, que tus tissus
OUR BRAND PROMISE
BRAND COLORS
PRIMARY COLORS • The primary colors of Regal Violet and California Gold should be used to make up 70% or more of the color palette for marketing collateral. • Heritage Gray should primarily be used for subheads and always for body copy whenever text appears on a white background.
REGAL VIOLET
CALIFORNIA GOLD
SAGEBRUSH
HERITAGE GRAY
CMYK 75/100/0/37 RGB 71/17/102 HEX #471166
CMYK 0/22/85/0 RGB 229/181/59 HEX #E5B53B
CMYK 30/0/24/26 RGB 139/174/161 HEX #8BAEA1
CMYK 0/0/0/80 RGB 89/89/89 HEX #58595B
SECONDARY COLORS • The primary colors of Regal Violet and California Gold should be used to make up 70% or more of the color palette for marketing collateral. • Heritage Gray should primarily be used for subheads and always for body copy whenever text appears on a white background.
MAGNOLIA LEAF
TRANQUILITY
VIOLET VERBENA
STERLING GRAY
CMYK 63/24/91/34 RGB 78/113/53 HEX #4E7135
CMYK 30/11/73/0 RGB 188/197/106 HEX #BBC56B
CMYK 30/44/13/0 RGB 180/147/177 HEX #B493B1
CMYK 0/0/0/30 RGB 188/188/188 HEX #BCBEC0
OUR BRAND PROMISE
EMAIL SIGNATURES A consistent email signature that follows the Visual Style Guide standards adds a professional touch and an immediate connection to the City brand. All City employees should use the email signature block provided below. PLEASE NOTE: Personal quotes and graphics should not be used in the email signature. However, it is permissible to add certain standardized language, such as legal disclosure policies.
10 pt. Verdana Bold in Regal Violet
10 pt. Verdana Regular in Heritage Gray
9 pt. Verdana Bold in Regal Violet and 9 pt. Verdana Regular in Heritage Gray
Approved City Social Media Icons
OUR BRAND PROMISE
STATIONARY
OUR BRAND PROMISE
BRANDED MY EL CAJON NEWSLETTER & APP
Savor Spring
new classes in El Cajon Parks & Rec 83
SPRING INTO DOWNTOWN
DANCE LIKE NO ONE IS WATCHING
DOG DAYS OF SUMMER FUN
OUR BRAND PROMISE
BRANDED SOCIAL POSTS Branding our social posts ensures that as content is shared across social media, it will reinforce our brand image.
OUR BRAND PROMISE
DOWNLOADS Assets in these download folders are to be used for official City of El Cajon publications only.
LOGOS & FONTS
OUR BRAND PROMISE
OUR BRAND PROMISE
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