Brand Book | V1 | 2022
TABLE of CONTENTS
OVERVIEW .......... NO. 4 LANDSCAPE .......... NO. 5 BRAND PILLARS .......... NO. 6 BRAND POSITIONING .......... NO. 7 BRAND ASSETS .......... NO. 9 STACKED PRIMARY LOGO ........ NO.10 HORIZONTAL PRIMARY LOGO ........ NO.12 TAGLINE ........ NO. 14 LOGO + TAGLINE ........ NO. 16 DARK WING LOGOS ........ NO.18 THE MARK ICON ........ NO. 19
PRO TIPS ........ NO. 20 COLOR ........ NO. 22
TYPOGRAPHY ........ NO. 24 BRAND VOICE ........ NO. 26 SOCIAL POSTING ........ NO. 27 WAVE BORDERS ........ NO. 28 WING BORDERS ........ NO. 29 D FRAMES ........ NO. 30 PHOTOGRAPHY ........ NO.32
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eep in the heart of DFW is a diverse array of neighborhoods where family, faith and community come together with the common pioneer spirit to build. It’s a welcoming place that invites vistors and residents to get outside and find real adventure. Go to town and find authentic family businesses. Get close with family and neighbors to enjoy festivals and shows. DeSoto, sweet DeSoto. It’s a place businesses and residents love to come home to. It’s an eclectic city with is oh, so much to offer. We could probably write about all the things to love about DeSoto (and we will).
So much diversity. So much natural beauty. So much opportunity. So many surprises.
In DeSoto, there is…
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Brand Pillars
Brand Positioning
1 Diversity
DESOTO IS THE MOST WELCOMING AND
From the Grow DeSoto Program Incubator to being the first city in Texas to implement weekly COVID-testing, DeSoto is proud of its agility and drive to innovate.
2 Innovation
From the Grow DeSoto Program Incubator to being the first city in Texas to implement weekly COVID-testing, DeSoto is proud of its agility and drive to innovate.
INCLUSIVE CITY IN DFW
3 Ready For Business
DeSoto touts many attractive, affordable and available spaces and it proud to be “Small Business Friendly” so that your business can thrive here.
The City of DeSoto is DFW’s most welcome surprise as it has so much to offer, ranging from its rich culture, a diverse community, forward momentum and an unmatchable pride from its current residents.
4 Vitality
From football to golf to playgrounds and hiking trails, DeSoto is an active, “sports-lovers town.” It’s a community filled with loyal fans with a passion for sports, amenities to fuel that passion and awards to justify the excitement.
Our Values
5 Community
AUTHENTICITY COMMUNITY DIVERSITY FAMILY OPPORTUNITY TRUST
DeSoto is a city with a rich history and strong sense of community. “We take care of our own.” There is an untapped potential to engage and educate current residents on what City Officials and Leadership are already doing or have done in the community.
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Brand Assets
The following identity elements form the foundation of the visual system and are available for use in marketing materials: the DeSoto logo, the tagline, a distinct brand color palette, typography and photographic imagery. The elements have been designed to complement each other and specifically support key points in the DeSoto brand platform. The purpose is to use these elements to establish a consistent visual reference for all of DeSoto’s visual communications.
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Primary Logos
Secondary Logos
T E X A S
DeSoto_Logo_Stacked_4c_Gradient RGB | CMYK |.AI | EPS | PNG | SVG
DeSoto_Logo_Stacked_1c_Green RGB | CMYK | PMS |.AI | EPS | PNG | SVG
DeSoto_Logo_Stacked_1c_white RGB | CMYK | PMS .AI | EPS | PNG | SVG
DeSoto_Logo_Stacked_1c_Gray RGB | CMYK | PMS .AI | EPS | PNG | SVG
DeSoto_Logo_Stacked_1c_Black RGB | CMYK | PMS .AI | EPS | PNG | SVG
DeSoto_Logo_Stacked_4c_Flat RGB | CMYK | PMS |.AI | EPS | PNG | SVG
The primary logos may only be printed in color from the supplied files. The Gradient version is preferred. Use the Flat verstion when PMS colors are required. It should reside on a white or light color background. To ensure the logo is clear of any visual distraction including graphics and text, a minimum clear of 15% of the height of the logo. This amount of clear space should be increased wherever possible. The logos should never be used smaller than a half inch in height as it will become illegible.
Secondary logos should be used when creative or color restrictions apply. With --color printing, always defer to the green logo. This ensures brand consitency. When readbility is an issue, use the white or black logos. The white logo works well on dark images and back grounds. The black logo works well on light images or back- grounds. Gray is preferred when designing or printing in grayscale.
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Primary Logos
Secondary Logos
DeSoto_Logo_Horizontal_4c_Gradient RGB | CMYK |.AI | EPS | PNG | SVG
DeSoto_Logo_Horizontal_1c_Green RGB | CMYK | PMS |.AI | EPS | PNG | SVG
DeSoto_Logo_Horizontal_1c_white RGB | CMYK | PMS .AI | EPS | PNG | SVG
DeSoto_Logo_Horizontal_1c_Gray RGB | CMYK | PMS .AI | EPS | PNG | SVG
DeSoto_Logo_Horizontal_4c_Flat RGB | CMYK | PMS |.AI | EPS | PNG | SVG
DeSoto_Logo_Horizontal_1c_Black RGB | CMYK | PMS .AI | EPS | PNG | SVG
Secondary logos should be used when creative or color restrictions apply. With --color printing, always defer to the green logo. This ensures brand consitency. When readbility is an issue, use the white or black logos. The white logo works well on dark images and back grounds. The black logo works well on light images or back- grounds. Gray is preferred when designing or printing in grayscale.
The horizontal primary logos should be used when vertical space is tight or the creative is elongated. The primary logos may only be printed in color from the supplied files. The Gradient version is preferred. Use the Flat verstion when PMS colors are required. It should reside on a white or light color background. To ensure the logo is clear of any visual distraction including graphics and text, a minimum clear of 15% of the width of the logo. The logos should never be used smaller than a half inch in height as it will become illegible.
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Tagline
Tagline Colors
The tagline is designed to reinforce that DeSoto has so much to offer it’s residents and visitors. The serif font mixed with the script helps add a personal touch to the message and also helps to highlight that “So” and to” are part of the city name. When designing creative, make sure the tagline is prominantly displayed close to the brand mes- sage. It should serve as a preface or a sign-off to any campaign message.
There is so much color to love when picking a tagline. Color taglines can be used to add visual interest to a layout or to categorize a specific message. Avoid using color taglines with green-only logos. Be mindful of the background color when applying color taglines — be careful that readability is not effected.
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Logo + Tagline
Logo + Tagline
DeSoto_Logo_Stacked_SMTL_4c_Gradient RGB | CMYK |.AI | EPS | PNG | SVG
DeSoto_Logo_Stacked_SMTL_4c_Flat RGB | CMYK | PMS |.AI | EPS | PNG | SVG
The tagline is designed to reinforce that DeSoto has so much to offer it’s residents and visitors. The serif font mixed with the script helps add a personal touch to the message and also helps to highlight that “So” and to” are part of the city name. When designing creative, make sure the tagline is prominantly displayed close to the brand mes- sage. It should serve as a preface or a sign-off to any campaign message.
While the primary logo/tagline lockup is preferred, there will be instances where size color or printing restrictions apply. Please select a secondary logo that best suits your creative and production needs.
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Dark Wing Logos
The Mark Icon
DeSoto_Logo_Dark_Wing RGB | CMYK |.AI | EPS | PNG | SVG
The Dark Wing Logo can be used in cases where information is new .
The “D” mark can be used on it’s own when it is being treated as a design element, such as on t-shirts, water bottles and coffee mugs, or as a pattern for wrapping paper or event backdrops. It can also be used when the size of the creative effects readability, such as social media icons or mobile web banners. The primary color mark is preferred, but the flat color, white, gray or black color applications can also be used, depending on readability and color compliments. The full logo must be used in all other cases.
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Pro Tips
Pro Tips
DO NOT add effects to logo
DO NOT flip or rotate the logo
DO NOT stack mult. monikers under logo
Minimum clear space around any logo should equal the width or height of the “o” on all sides.
DO NOT stretch or warp the logo
DO NOT change logocolors
DO NOT change size of logo components
Minimum Point Size of a Stacked Logo: 1.5" H
Minimum Point Size of a Horizontal Logo: 1.75" W
Minimum Point Size: .20" H Minimum reproduction size may vary depending on different printers. Please check with each vendor for minimum size recommendations.
DO NOT change transparency of logo
DO NOT place logo over busy images or backgrounds
DO NOT crop or obstruct the logo
Minimum clear space must be equal to the height of the horizontal golden brick in the logomark on all four sides of the logo. This amount of clear space should be increased wherever possible.
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DeSoto Green is the primary brand color and should be used wherever possible to ensure constitency in brand appear- ance. Dark Green can be used as a solid or gradient to add depth and variety to the creative. Dark Green can be used interchangeably with DeSoto green. In 1-color executions, use DeSoto Green.
Our secondary palette consists of a Deep Red, Coral, Orange, White, Light Gray, Dark Gray and Black. Layouts will lean heavily on these colors, mixing in the secondary palette to build color schemes that are complementary and balanced.
Primary Colors
Secondary Colors
CMYK 95 0 100 0 RGB 0 174 66 HEX 00ae42 PMS 354 C (Not for gradient use)
Deep Red
Coral
Orange
CMYK 24 99 78 18 RGB 164 32 54 HEX a42036 PMS 201 C
CMYK 0 93 76 0 RGB 245 51 63 HEX f5333f PMS Red 032 C
CMYK 5 67 100 0 RGB 232 116 37 HEX e87425 PMS 152 C
DeSoto Green
CMYK 89 28 100 16 RGB 3 121 62 HEX 03793e PMS 356 C (Not for gradient use)
Gradient
Colors: DeSoto Green + Dark Green PMS colors are NOT recommended to create the gradient. Color Ratio: 70% DeSoto Green/30% Dark Green Angle: -108 Degrees Color Ratio and angle can be repositioned
White
Light Gray
Dark Gray
Black
CMYK 0 0 0 0 RGB 255 255 255 HEX FFFFFF
CMYK 0 0 0 20 RGB 209 211 212 HEX d1d3d4 PMS Cool Gray 2 C
CMYK 0 0 0 55 RGB 137 138 141 HEX 898a8d PMS Cool Gray 8 C
CMYK 0 0 0 100 RGB 0 0 0 HEX 000000
Dark Green
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TYPOGRAPHY
TYPOGRAPHY
ITC Galliard
Ambient
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Roman Bold Black Ultra
Italic Bold Italic
Bold Medium Regular
Black Italic Ultra Italic
For headlines only
For body copy only
Web Font Replacement: Georgia Regular
Web Font Replacement: Arial Regular / Arial Bold
Billy Ohio
Futura PT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890@&
Condensed Bold Italic Condensed Book
Light Italic Medium Italic Demi Italic Bold Italic Condensed Medium Italic
Light Book Medium
Billy Ohio can be used to add personality and visual interest to a headline. It should only be used to emphasis a single word at a time and should never be used for entire headlines or body copy.
Condensed Medium Condensed Bold
Demi Bold
Minimum point size for print or screen is .25” Minumum embroider size is .25”
For accent words only
For headlines and body copy
Web Font Replacement: None
Web Font Replacement: Arial Regular / Arial Bold
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Brand Voice
Social Posting
IS
NOT
Fun and to the point: Tone should be in line with brand tone. 40 - 50 characters is an ideal length for post copy (be sure to factor hashtag and emojis into character count). Emojis for the win: Add emojis for personality. Pick 2-4 that fit the message. Be sure to tag it: Try to use the “#somuchtolove” hashtag in all social posts.
Distinguished
Cliché
The DeSoto Crawfish Festival is back & bigger than ever, with food trucks, live music, bounce houses ... oh, and Crawfish! Don’t miss out. Get your tix today. #somuchtolove 🍤🎉🎸😋
Post Copy
Welcoming
Pretentious
Show the love: Leverage pics and videos that
Transparent
Misleading
are relevant to the message. Video is preferred. Leverage brand content where available, unless you’re creating rganic content - in this case, make sure your posts align with the message and overall brand tone. Video/Image cropping vary per social platform.
Optimistic
Negative
Keep it direct: •
Link Headline Desc.
ci.desoto.tx.us/crawfishfest 2022 Crawfish Festival Get Tickets Now
Link to the correct url page Headline should immediately convey the subject of the post. Descriptor should be a call to action (Try, Get, See, etc).
•
Proud
Arrogant
•
Genuine
Phony
DeSotians have a lot of love to share with their community and the outside world. This pride and positivity should come through loud and clear in every point of communication. The brand voice guide is designed to help frame the
Social content will be a key part of creating an ongoing connection with your audience. It’s important to keep in mind how various demographics interact with different social platforms. Utilizing these platforms correctly is important to connecting with audiences in the right way. Above are some general tips on how to construct an effective post - content may vary depending on the platform.
tone of the messaging — helping to create a consitent vand authentic voice for DeSoto. NOTE: It is recommended to incorporate the hashtag “ #somuchtolove ” in all social copy.
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Wave Border
Wing Borders
10 - 15% transparency
Should not exceed 40% of the layout.
Deep Red, Coral and Orange can be used together to create the ribbon gradients.
ci. desoto .tx.us #somuchtolove
The dominant part of the border should always be DeSoto Green or Desoto Green/Dark Green Gradient.
Place wings in a wave arrangement.
The Wave Borders act as containers for key elements within a layout, such as logo, tagline and body copy. These borders also bring color and movement to the creative. The border works well against images or lighter colors. The dominant part of the border should always be green with the ribbons being a gradient made from one of the three scondary colors: Deep Red, Coral and/or Orange. Be mindful of the coloring of the rest of the layout when selecting ribbon color - ensuring the colors to not clash. The border should always go on the bottom of the creative.
The Wing Borders can help to anchor a layout - adding balance and visual texture to sides and corners. They can also help frame other visual elements like logos or copy. The wings should be subtle and never the dominant part of the creative. They should be no more that 10 - 15% transparency. Only layer 3 wings at a time. Do not arrange wings randomly. Instead, try to accentuate the implied curvature of the wing shape. Only use Wing Borders on white or light backgrounds.
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D Frames
The “D Frame” is a modified logo mark that can showcase campaign imagery and branding as one element. This can be useful in creative executions that require high visbility and quick recognition, such as bus shelters, billboards or digital banners. Images can also be positioned to break the D shape, creating a dynamic visual experience.
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Photography
Let's Get Real
If you’re having a good time, others will want to join the party. The purpose of out photography is to highlight DeSotians living their best lives in dynamic locations and situations across the city.
Real people. Real places. Real moments. Real fun. Really.
FPO
Selecting the right photography to help convey our bran- dis the fist step in maximizing each layout and supporting the visual brand. Images should showcase the diverity and vitality of the city and should ultimately reinforce the “So muchto love” campaign platform.
• Sometimes, it may be neccesary to use stock imagery. Just keep in mind thes things when selecting stock:
• Images should be rich in color.
• Images should work well with the brand color palette it doesnt hurt to have “pops” of green withing the photography.
• Images should feel like real situations, not framed or staged.
• Dynamic angles and subject matter are encouraged. .
Link to brand photography assets
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Thank you for your being a part of telling the DeSoto story. Now go forth and share what you love. If you have any questions, please reach out to:
LATOYA FONDREN, Brand Marketing City of DeSoto 211 E Pleasant Run Rd., DeSoto, TX 75115-3939 Office: 000-000-0000 LFondren@desototexas.gov
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