Brand Guidelines

V1 03.14.17
 Table of Contents

These guidelines have been Section I: Our Brand Section III: Brand Usage
specifically created to help
visually preserve, convey and The City of Sunnyvale 1 Light Backgrounds 16
enhance the City’s brand and Our Brand Mirror 2 Dark Backgrounds 17
its value and commitment
Our Brand as a System 3 Facilities & Locations 18
to Sunnyvale. If you have
questions about the guidelines, Departments & Divisons 19–21
contact: communications@ Section II: Brand Identity Toolkit Campaigns & Programs 22
sunnyvale.ca.gov Special Events 23
Sunnyvale Logo 4
Logo Symbol 5 Partnerships 24
Logo Wordmark 6 Sponsorships 25
Logo Lockups 7 Social Media Icons 26
Minimum Size & Clear Space 8 Symbol Stories 27–28
Positioning 9 Line Pattern 29
Positive Reproduction 10 Incorrect Usage 30
Reverse Reproduction 11
Color Palette 12–13 Section IV: Design Principles
Typefaces 14 Designing with Purpose 31
Artwork File Naming 15 Creative Checklist 32
Using Color 33
Using Typography 34
Using Imagery 35–37
Example 38
Image Credit Index 39
Section I Our Brand

Bold, sustainable innovation

 The City of Sunnyvale

The City of Sunnyvale is a complex, dynamic organization with a rich

history and deeply instilled pride. From safety, infrastructure and
utilities to recreation, education and wellness, we are a vital source
of essential services, spanning the community’s basic needs to its
From agriculture overall quality of life.

We also provide these “Main Street” services in the global context

of the Silicon Valley. Here, competition, innovation and technology
abound and the region’s economic vitality is a driving force behind
California’s status as one of the top world economies. Many of the
to iron works most well-known and successful businesses are headquartered or
have a significant presence in Sunnyvale, and their employees live,
work and play here.

To flourish in this dynamic environment, Sunnyvale has balanced

these local and global needs and expectations and excelled at
to aerospace and military providing comprehensive services to our diverse community.
Moving forward, the extent to which we internalize and express our
municipal brand—bold, sustainable innovation—will only strengthen
our ability to adapt and respond as our industries and community
needs continue to evolve.

to high tech

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 Our Brand Mirror

Our Vision Simply put, our brand is the intersection of what we say about ourselves,
A thriving community that how we act and what people think of us. Being good stewards of our brand
innovates our world
aligns these elements and ensures that our contributions to the community
are understood and valued.

Our Mission Through our actions and communications, we must uphold our reputation
We will inspire innovative as a dedicated and engaged City; support and inspire our community; and
and collaborative build on our rich history and unfolding story.
solutions and leverage
opportunities to address
Our brand is the benchmark by which all decisions are assessed—do they
the changing needs of our
diverse community. uphold our brand essence and values?

Our Brand Essence Our Brand Attributes Our Core Values Our Aspirational Values
Bold, sustainable Visionary Professional Innovative
innovation Can do Responsive Inspiring
Bold Stewardship Collaborative
Compassionate
Creative
Imaginative

2
 Our Brand as a System

We bring our brand to life through a system of touchpoints with our

customers. Though they are different in form, audience and impact,
every touchpoint is an opportunity to reinforce a positive, cohesive
brand expression. When designing or producing anything for the City of
Sunnyvale, use these guidelines and consider the larger context of the
total Sunnyvale experience. Our goal is to ensure all touchpoints work
together seamlessly to create a positive impression of our organization
and the essential services we provide to our community.

Social Outreach &

Logo Website Imagery Story Tone of Voice
Media Notices

Services Media
Apparel Signage Events Ads Facilities
Relations

Brand Touchpoints

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Section II Brand Identity Toolkit

Sunnyvale’s visual vocabulary

 Sunnyvale Logo

The Sunnyvale logo reflects who

we are as an organization. It is
comprised of two elements: a
symbol and a wordmark.

The symbol and wordmark

should be used locked up
together as shown here. They
can be used separately in very
limited sitiations as explained Symbol Wordmark
on pages 5 and 6.

The spirit and pride of our City is captured in our logo.

Our logo expresses the resonating spark of our City life.
Be it the spark of an idea, innovation, solutions, cultures,
collaboration or family—the mark embodies pure
energy and positivity.

4
 Logo: Symbol

The Sunnyvale symbol

represents the sun and the
Innovation
valley as well as the perfect Opportunity
balance of energy and stability Change
within our organization. Its Adaptability
circular shape evokes the earth
for sustainability and our global
Order
context of Silicon Valley.
Safety
The color green symbolizes Security
strong attributes of Sunnyvale: Stability
growth, energy, sustainability,
balance, parks and green space.

The symbol can only be used

on its own as a favicon, a
profile icon for social media or
email applications (page 26)
or as a Symbol Story (page
27). For social media icons and
Symbol Stories, the symbol and
wordmark must always appear
in proximity to each other and
Our symbol tells our story. Grounded by a strong,
maintain a visual relationship. stable base, the top radiates with vitality reflective of our
municipality and the diverse community we serve.

5
 Logo: Wordmark

Our wordmark was crafted and

customized from a Humanist
sans serif typeface known for its
clean, contemporary geometric
lines. Set in sentence case, the
wordmark balances the gravitas
of the first capital letter and
stable baseline with a sense
of openness and accessibility
through the following
lowercase letters.

The Sunnyvale wordmark

can be used on its own in two
very limited branding situations:
1) it can be used as City
branding if a lockup can’t be
reproduced small enough; or
2) it can be used in proximity to
a Social Media icon (page 26) or
Symbol Story (page 27).
Our wordmark conveys the receptiveness and approachability
of our organization. It echoes the vibrant spirit of the symbol,
and the intentional visual break between “Sunny” and “vale”
reinforces the same separation in our symbol—emphasizing
the meaning behind the Sunnyvale name as the place where
the sun and the valley meet.

6
 Logo: Lockups

Our logo has two standard Horizontal Lockup Vertical Lockup

lockups—horizontal and
vertical—which are the
graphical arrangements for the
logo symbol and wordmark.
These provide maximum
flexibility across portrait and
landscape formats, cobranding
needs, etc.

The relationship of the symbol

to the wordmark in both
lockups is fixed and should
always be maintained.

The lockups are available as

image files and should not
be altered. Refer to Incorrect
Usage on page 30 for
additional guidance.

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 Minimum Size & Clear Space

To preserve the integrity of our Print and Electronic: Minimum Size Web: Minimum Size

brand elements, ensure that

both the lockups and wordmark
are always recognizable and
readable and that the branding .9375” .3125”
23.8 mm 8 mm 40 px
stands out from all other design 150 px
elements.

Reproductions below these

sizes are not recommended
since the forms of the symbol
and logotype may begin to fill
in, compromising legibility.

Surround the mark by an area .625”

of clear space (expressed as 15.9 mm
1/4x) and and do not allow
other elements to obscure or 100 px
crowd it. More clear space is
always preferred.

Clear Space

x
1/4x 1/4x
1/4x
1/4x 1/4x

1/4x
1/4x x
1/4x
1/4x 1/4x

8
 Positioning

The logo must always Horizontal Lockup: Recommended Positioning

appear legible and on a clear

background. If used on an X
Recommended positioning
image, careful consideration Top for the horizontal lockup
left corner X
should be made to find a space is in the top or bottom
left corner. This maximizes
where the logo is clearly visible X X readability since we read
and not encroached upon by from left to right, and it also
grounds the symbol to the
neighboring visual elements. Bottom X left margins.
left corner
When positioning the logo X

in a corner, ensure that there

is adequate space around it.
As a guide, try to maintain
Vertical Lockup: Recommended Positioning
a clear space to the corner
approximately measuring the X X
diameter of the symbol. Top Top The vertical lockup can be
X X right corner positioned in any corner—
left corner
left, right, top, or bottom.

X X

X X

Bottom X X Bottom
left corner right corner
X X

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 Positive Reproduction

For most applications, Logo Lockups Symbol

Sunnyvale’s logos should be

used in the core brand colors Primary Primary
shown at right. 2-color (Sunnyvale Green and Gray) 1-color (Sunnyvale Green)

Horizontal Lockup Vertical Lockup

The Sunnyvale 2-color
logo (Sunnyvale Green and
dark gray) is the preferred
color treatment for positive
reproduction. If it is not
possible to use the 2-color
logo in its positive form due to
1-color gray (Sunnyvale Gray)
insufficient contrast with the
background, the 1-color gray
or all-black logo version should
be used.

The all-black logo should also

be used whenever it is not 1-color (all-black)
possible to print in full color
(newsprint, Fax or 1-color
printing limitations).

Wordmark

1-color (Sunnyvale Gray) 1-color (all-black)

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 Reverse Reproduction

Care must be taken to ensure

Logo Lockups
that there is sufficient contrast
between the logo and the
background and that legibility Primary Limited Usage:
Reverse 1-color green (Sunnyvale Green and white) Logo as an endorsing brand
is never compromised. for special event apparel on
Horizontal Lockup Vertical Lockup dark backgrounds only
Reverse 1-color white
The negative space of the
symbol’s central sunburst area
Horizontal Lockup
should always be a lighter
value than its outer areas (rays
and valley). The reverse mark’s
symbol is purposefully set on
a white circular background to
Reverse 1-color black (black and white)
maintain this relationship.
Horizontal Lockup Vertical Lockup Vertical Lockup
The Sunnyvale reverse 1-color
green logo (Sunnyvale Green
and white) is the preferred color
treatment for reproduction on a
black or dark background.

Always make your selection so

that quality and legibility are
never compromised. Wordmark

1-color (all-white)

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 Color Palette

Color is essential to Sunnyvale’s Core Palette

The color green symbolizes strong te
visual image. Used thoughtfully let
attributes of Sunnyvale: growth, energy, Pa
and purposefully, color adds e
sustainability, balance, parks, and green or
space. Although Sunnyvale Green is

C
energy, richness and vibrancy
one of our core brand colors, it should
to a layout. be used with discretion so it does not
become tired or overused. Surrounded
by the breadth of the palette, the
Our color palette features a Sunnyvale Green will stand out.
range of colors, both neutral
and bright, warm and cool. In
Accent Palette
total, this contemporary range White
The accent palette consists of six colors.
White is to be used as a key color, which
of palette colors reflects our Accent colors should be used sparingly
helps to unify designs across a wide variety
to add visual interest to a layout. The
brand attributes and values. range of accent colors reflects the
of applications. It is fresh, clean and acts as
a foil to the range of colors chosen. It can
energy and boldness of the City of
also be used to help highlight the detail
Sunnyvale and its communities. Not a lot
and beauty of imagery as well as to give
is needed to make a strong statement.
key messages prominence and clarity.
Warm brights reflect vitality; deeps
reflect history and stability.

te
et
P

al
e nt
A cc

Screen Tints 100%

Screen tints can be used
to provide greater flexibility 80%
across all applications. 60%
40%
20%

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 Color Palette Matching Color

Legibility Color Pantone Pantone CMYK RGB HEX#

When using these colors, care Coated Uncoated Match

must be taken to maintain Sunnyvale Green 2294 C 2294 U 60c 10m 100y 0k 123-176-62 7BB03E
legibility. For example, do not
use pale colors for text on a
Sunnyvale Gray Cool Gray 10 C Cool Gray 11 U 58c 47m 42y 32k 100-101-105 646569
white background. or Grayscale 75k

Printing White n/a n/a 0c 0m 0y 0k 256-256-256 FFFFFF

When printing a project, work
with the printer to ensure the Black n/a n/a 0c 0m 0y 100k 0-0-0 000000
provided CMYK matches are the or rich black build
best translations of the Pantone
Sand 7527 C 7527 U 3c 4m 14y 8k 214-210-196 D6D2C4
colors (digital print processes
and outcomes can vary).
Request drawdowns of Pantone Yellow 1225 C 128 U 0c 19m 79y 0k 255-200-69 FFC845

colors on actual stock whenever

possible. Remember, colors Terra Cotta 1595 C 1595 U 0c 71m 100y 3k 216-96-24 D86018
will print differently on coated
and uncoated papers. Use the
Blue 2390 C 2185 U 86c 31m 11y 5k 7-124-171 077CAB
coated or uncoated equivalents
as marked.
Violet 2354 C 7656 U 48c 78m 9y 7k 146-78-140 924E8C

NOTE: Colors shown

throughout this guide are for Dark Green 2273 C 2273 U 84c 0m 100y 39k 37-114-38 257226
demonstration purposes only.
For accurate color standards,
please refer to the current
edition of the PANTONE Color
Formula Guide.

*PANTONE is Pantone, Inc.’s check-

standard for color reproduction and
color-reproduction materials

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 Typefaces

Typography is a strong element Print Electronic Print

(Professionally printed collateral) (Word documents, PPT Presentations,
in Sunnyvale’s visual vocabulary. correspondence)
Avenir Light and Book are the primary
typefaces for all basic body copy.
When used consistently, it
will contribute to a unified Avenir Family Calibri Family
Avenir Medium can be used for
appearance across all media Avenir Light Calibri Light
subheads and captions or to emphasize
words within a sentence.
and materials. abcd ABCD 01234 @!#& abcd ABCD 01234 @!#&
Avenir Heavy or Black should be used
Avenir Book Calibri Regular for large-scale headlines or larger
introductory copy. It should also be
abcd ABCD 01234 @!#& abcd ABCD 01234 @!#& used to emphasize key words or phrases
within body copy.
Avenir Medium Calibri Bold
abcd ABCD 01234 @!#& abcd ABCD 01234 @!#& Italic cuts of all Avenir faces should be
restricted to functional copy emphasis
such as captions, footnotes or URLs.
Avenir Heavy
abcd ABCD 01234 @!#& Electronic
Calibri Light or Regular are the primary
Avenir Black typefaces for all body copy, letters,
abcd ABCD 01234 @!#& Word documents, and PowerPoint
presentations.

Calibri Bold should be used for large-

scale headlines or larger introductory
copy. It should also be used to
emphasize key words or phrases within
body copy.
Heavy Text Heavy Text
Calibri Italic should be restricted to
Times New Roman Family Times New Roman Family functional copy emphasis such as
captions and footnotes.

Times New Roman Regular Times New Roman Regular Heavy Text
abcd ABCD 01234 @!#& abcd ABCD 01234 @!#& For longer reports or copy-dense
publications where a lot of reading is
Times New Roman Bold Times New Roman Bold required, Times New Roman should be
abcd ABCD 01234 @!#& abcd ABCD 01234 @!#& used for easier readability. This applies
to both professionally-printed collateral
and electronic business documents.

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 Artwork File Naming

To ensure quality and uniformity, V = Vert Lockup Green .eps

H = Horiz Lockup Gray .png
all reproductions of Sunnyvale’s
VRev = Vert Reverse Lockup Black .jpg
visual identity must be taken
HRev = Horiz Reverse Lockup White
directly from approved artwork. LRev = Limited Reverse Lockup

A file nomenclature system has [ CoS ] - [ type ] - [ lockup ] - [ color ] - [ color 2 ] - [ reproduction ] . [ extension ]
been developed to help you
select the appropriate logo for CMYK = 4-color process
Logo PMSC = Pantone coated
your needs.
Symbol 2C = 2-color PMSU = Pantone uncoated
Wordmark 1C = 1-color RGB = red, green, blue
Refer to the rest of this guide to
ensure proper use of all artwork.

File name examples: CoS-Logo-V-2C-PMSU.eps

CoS-Symbol-1C-Green-CMYK.eps

File Types JPG Files RGB

JPG is a common file format for digital RGB stands for Red, Green and Blue and is the
EPS Files photos and other digital graphics. When color scheme associated with electronic displays.
EPS files are vector files that can be enlarged JPG files are saved, they use “lossy”
to any size. The term “high res” is not compression, meaning image quality is lost Note: A good rule of thumb is anything
applicable to vector art. If you are asked for as file size decreases. JPG files should be dealing with the web should always be in RGB
a high resolution logo for print purposes, used for emails. JPGs should never be scaled and printed material should be in CMYK.
you should provide an EPS file. All artwork is larger than 100% of the file size—this will
provided in EPS format. compromise quality. Pantone (PMS)
The PANTONE MATCHING SYSTEM® (PMS)
PNG Files Note: If you need a JPG or additional PNG files, is a standard for matching ink colors for
PNGs are raster graphic files commonly used it is best to create them from vector artwork to offset printing. Refer your printer to the most
for graphs, diagrams, displaying flat colors the correct size with the proper resolution. current editions of the PANTONE® FORMULA
and lines that won’t need to scale up, and for GUIDES. Use the standards for PMS Coated
overlaying an image on a background (PNG Color Needs and Uncoated for printing on respective
files have alpha transparency). PNGs have papers. An ink drawdown is strongly
been provided with transparent backgrounds CMYK recommended to ensure a consistent color.
for logo files at 300 dpi. PNG files should be CMYK stands for Cyan, Magenta, Yellow
used for Microsoft Office needs. and Black. Use a CMYK file for 4-color process All-black or All-white
reproduction for printed materials. A CMYK file Use all-black or all-white files when color is
may be used to match Pantone colors when not an option or to ensure maximum legibility
spot color (Pantone) printing is not available. when providing artwork to a vendor.

15
Section III Brand
Our Brand
Usage

Create
Bold, sustainable
a positive, innovation
cohesive
brand expression
 Light Backgrounds

A light background color is

considered a color that is
less than the visual value of
20% of black.

Care must be taken to ensure

that there is sufficient contrast
between the brand mark and
White is the preferred background color A light gray maintains legibility and Sand, one of the accent palette colors
background colors and that
for the positive 2-color logo. is a good background choice for the (page 12), is also a good light neutral
legibility is never compromised. positive 2-color logo. background for positive reproduction.

For most applications on a

white or light background, the
positive reproduction version
of the Sunnyvale 2-color logo
is the preferred logo choice.
Always select light background
colors that complement the
logo colors.
A 20% or less screen tint value of A 10% or less screen tint value of The all-black logo should be used on
Sunnyvale Green is an acceptable accent palette color Blue is an any light value colors that are darker
background color. acceptable background color. than 20% black.

Visual Check:
20% or less
screen tint value
of black

Do not use the primary logo on any Do not use the primary logo on any Do not use the primary logo on any
light value palette colors that are darker light value palette colors that would light background colors that visually
than 20% black. visually clash or compromise legibility. clash or compromise legibility.

16
 Dark Backgrounds

A dark background color is

considered a color that is equal
to or greater than the visual
value of 50% of black.

Contrast is critical when placing

any logo on a mid- to deep-toned
background. Always ensure
Black is an acceptable background color Dark gray is an acceptable background Sunnyvale Green is an acceptable
legibility of the brand elements—
for the reverse 1-color green logo. color for the reverse 1-color green logo. background color for the reverse 1-color
symbol and wordmark. green logo.

The Sunnyvale reverse 1-color

green logo (Sunnyvale Green
and white) is the preferred
color treatment for reverse
reproduction on a black or dark
background.

Remember, every brand

expression must elicit positive A 60% or greater screen tint value Accent palette colors darker than The reverse 1-color black logo should
impressions, so always ensure of Sunnyvale Green is an acceptable 50% black are considered acceptable only be used when it isn’t possible to
background color. background colors. print in full color (black and white only).
that the logo looks aesthetically
pleasing—no clashing or
vibrating color contrasts.

Visual Check:
50% or more
screen tint value
of black

Do not use the reverse1-color green Do not use the reverse 1-color green Do not use the reverse 1-color black logo on
logo on any light value palette colors logo on tints of Sunnyvale Green that dark backgrounds when printing full color.
that would compromise legibility. are less than 60%. Always use the reverse 1-color green logo.

17
 Facilities & Locations

To create a unified brand Horizontal Lockups Vertical Lockups

expression, lockups have been

created for Sunnyvale facilities
and locations. Examples are
shown here.

The relationship between the

Sunnyvale logo and the name Community Center
of the facility or location has
been created with precision and
proportion in mind and should
not be altered.
Community
Center

Horizontal Listing Vertical Listing

Water Resource One-Stop

Recovery Facility Permit Center
Water Resource Columbia Public Library
Recovery Facility Neighborhood
Center

Columbia Public Library

Neighborhood
Center

Senior Center One-Stop Theatre

Senior Center Theatre Permit Center

18
 Departments & Divisions

To support a more unified view Sample City Badge Sample City Business Cards

of the Sunnyvale organizational

structure, departments and
Office of the City Manager Jennifer Garnett, APR
divisions do not have separate

Library
Communications Officer

sub-branding. On formal items

such as City stationery, the Office of the City Manager
department or division name 456 West Olive Avenue
Sunnyvale, CA 94086
falls within the address block.
[email protected]
Department or division names t 408-730-7476
Incorporated 1912
and messaging can be used c 408-718-2601

on apparel to support internal

morale and pride. Examples are
provided on pages 20–21. Claire Garcia
SR Office Assistant
14410 Kendall Braud
Administrative Aide

Public Works
603 All America Way
P.O. Box 3707
Sunnyvale, CA 94088-3707
[email protected]
t 408-730-7654
Incorporated 1912 f 408-730-7619

19
 Departments & Divisions General City Apparel

Whether we’re creating general

City T-shirts or department/division-
specific T-shirts, we can express our
City pride through our apparel.

Incorporated1912

20
 Departments & Divisions Organizational Apparel

If you are creating apparel for an

internal department, division or
committee, the front of the T-shirt
must always be branded with the
Sunnyvale logo. Any other branding
should happen on the back of the
shirt or the sleeve.

We are one City, so we must

Public Works

always lead with Sunnyvale.

Department of Library
and Community Services

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 Campaigns & Programs

The City’s wide array of services Example: Campaign with City Endorsement Example: Program with City Branding Only

and programs for the community

are key touchpoints for our brand
The Clean Water
and should be affiliated with our Program is a long-term
capital improvement

Sunnyvale brand at all times. In program to renovate

Sunnyvale’s aging water

certain situations, such as for a

treatment infrastructure
Thank you!
Clean Water
through a series of

specific marketing campaign, a new

projects and upgrades.
Thank you for confirning your subscription. If at any time you would like to unsubscribe, please use

Program
SafeUnsubscribe@ located at the bottom of every email.

mark can be created with approval

from the Communications Officer;
however, these campaigns should Saving
energy
always have the Sunnyvale mark as an together.

endorsing brand (in gray or black).

Campaigns typically have Examples include: launching a citywide food waste collection
narrowly defined audiences and service; roadway safety reminders for drivers and cyclists; litter
communications objectives and cleanup around schools.

are designed to promote a specific We’re

product, service or call to action rebuilding
over a short term (usually months; what has
worked so
sometimes a year or longer). In well.
contrast, a City program is usually
a long-term, established initiative
with a broadly defined audience
and purpose.
Examples include: recreation classes and activities, the
Parks Master Plan, and a long-term capital project such
as the Clean Water Program.

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 Special Events Apparel

When designing apparel for Dark Background Apparel Light Background Apparel
Limited usage reverse 1-color white logo only Primary 1-color gray logo
special events that may already
have promotional marks—
such as summer camps or
City sponsored arts festivals—
Sunnyvale branding takes an
endorsement position on the
sleeve or on the back of the
T-shirt, allowing the personality
of the special event to be
primary.

Only use the limited usage

reverse 1-color white logo when
designing special event apparel
with dark backgrounds. The
primary 1-color gray logo should
be used on all special event
apparel with light backgrounds.

Use the color palette as a guide

when selecting apparel colors.

23
 Partnerships

When partnering with external Partner Logo Placement Guidelines

organizations that require

.5 pt rule .5 pt rule
brand pairings, the Sunnyvale x x
logo should be placed on the
left whenever possible and Partner
Partner Logo Placement Area
in all cases when we are the Logo
Placement
lead. The measurement of 1/2x 1/2x 1/2x Area
the symbol width—x—should
be used to properly place a 1/2x 1/2x
partner logo. Using “1/2x” as
the measurement from the right
Example with Two Partner Logos
edge of the “e” in Sunnyvale,
insert a .5 pt black rule starting
at the top of the symbol and
ending at the bottom of the
“y.” Partner logos should be
placed to the right of the rule,
using the same space of “1/2x”
as a placement measurement. If
there is more than one partner
logo, add them next to each Examples with One Partner Logo
other on the right with “1/2x”
space between (see the first
example as reference).

Sometimes you will encounter

logos that are less conventional—
for example, the Santa Clara
Valley Water District symbol
extends far below the logotype
base. A good rule of thumb
is that you want the marks to
occupy the same visual weight.
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 Sponsorships

In situations where multiple

sponsors are listed for an event,
be sure to select the Sunnyvale
lockup (either horizontal or
vertical) that best works with
the layout.

Be purposeful with the

placement of logos. For
example, use a grid to organize
the logos, or set the logos in
grayscale or all-black so as not
to compete with a layout.

25
 Social Media Icons

The Sunnyvale symbol in Twitter

Rounded corners
its positive 1-color green
format should be used for
all social media icons on all 4:39 PM

City government accounts.

Use of the official shield by
Do not crop the symbol within a shape,
the Department of Public thereby altering its appearance and design.
Safety is the only exception.
Icons should be sized based
on the specifications of each Facebook, LinkedIn, YouTube
Square corners
application.

Always inset the icon so

that there is enough clearance
Do not add a background color behind an
around the symbol to
icon. Always use a white background.
accommodate placement into
square, rounded corner, or
circular shapes.
Google+, Vimeo, Pinterest,
Yahoo!, Flickr, Nextdoor
Circle

Do not use the vertical lockup in place of

the symbol.

This is a good example of the Sunnyvale

wordmark being used on its own to create
a greater sense of propriety around the
banner image. Always center the symbol within the containing
shape; never allow it to be cropped.

26
 Symbol Stories

The lower portion of the symbol— White Background

the valley—can be filled with
Note: Symbol stories must be
carefully selected imagery that professionally designed and
represents seasons, our history reviewed and approved by the
Communications Officer.
or services. Used in this way,
the mark becomes a graphic
element that acts as a window
into the City.

This graphic element is best

used in larger graphic formats
like banners (page 28) or as a Neutral rays Sunnyvale Green rays

hero graphic for special events

or posters.

White Background
Colored Backgrounds
On a white background, the rays
should be in Sunnyvale Green or
convert to a light neutral (showing
Pantone 7527 C), allowing the
inset image to be the focal point.

Colored Background
Sunnyvale Green and colors
from the the accent palette can
be used as background colors.
The rays should be the same
color as the background with the
transparency set to “Multiply.”
It is important to select an appropriate Yellow is a bright and active palette color Do not reproduce the rays in a lighter or
background color that complements the that creates a strong background color for different color than the background. The
desired inset image. Sunnyvale Green is inset images. The rays are in Yellow with center “sun” portion of the symbol must
shown here as the background color, with the transparency set to “Multiply.” always be a lighter value than the rays.
the rays set to “Multiply.”

27
 Symbol Stories Promotional Banners

The sample banners shown here use

Symbol Stories as a graphic element
to support some of the local and
historic aspects of Sunnyvale.

Colors are bold and bright, creating

eye-catching visuals for pedestrians
and vehicle traffic alike.

Farmer’s
Market

Historic
Orchards

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 Line Pattern

Line pattern is a custom

graphic pattern created from
the Sunnyvale logo.

Line pattern should be used

with restraint and reserved for
celebratory event collateral,
such as to create watermarks
or an embossed texture on
invitations. Line pattern should
not be used as wallpaper on
any electronic communications.

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 Incorrect Usage

Sunnyvale’s brand elements

should always be reproduced
from approved artwork.
#lovemycity
These examples illustrate
unacceptable uses of our brand
elements. Our brand marks
are not the places to exercise
creativity, but rather the places Do not alter the logo in any way. Do not Do not add any modifiers of any kind to Do not reproduce brand elements in
to exhibit design control. Our stretch or compress—always scale with the logo. any non-approved colors.
aspect ratio locked.
brand elements must not be
compromised or manipulated
in any way.

Do not reposition or resize branding Do not alter the symbol in any way—via Do not reproduce the logo on a
elements to create new lockups. color, configuration or added elements. background that has insufficient contrast
or would compromise legibility.

Sunnyvale

Do not add any typographic effects (drop Do not change the logotype in any way or Do not reproduce the logo at sizes smaller
shadows, filters, outlines, etc.) to the logo. set the wordmark in a typeface. than those specified.

30
Section IV Design Principles

Preserve, convey and

enhance our brand
 Designing with Purpose

From our identity to our Design should always The graphic toolkit Exercise your creativity—
communications materials to
our messaging, we celebrate
support the idea (i.e., (branding, typography, not individuality.
our strengths—we are vital, main theme or message) color, imagery) contains Design should be
we are current and we have that you are trying to the elements that an expression of the
an exceptionally talented
communicate. If design is comprise Sunnyvale’s Sunnyvale brand and its
team providing services to our
community and partners. not grounded in an idea visual vocabulary. attributes, not a personal
it will not resonate with These elements ensure expression. Always keep
Like the solutions we provide, your audience. a consistent look and the Sunnyvale brand
our identity and communications
materials are distinctive and
feel across all media— mirror in mind and use it
finely crafted. And to keep our print, PowerPoint, as a benchmark to assess
brand visually cohesive we web, correspondence whether the way you are
must use these guidelines as
and signage—such that communicating (design,
our foundation.
our materials are part message, distribution
of a family. vehicle) is targeting your
audience and is on-brand.
Remember to design—
not decorate. Extraneous
elements not only dilute
your message but they
create visual clutter.

31
 Creative Checklist

Always refer back to the brand

Have I identified my audience and reached them clearly
mirror when producing any
communications. and memorably?

Before you begin any design, Have I created a focal point, through message or image or the
define the idea—or concept— integration of both?
behind it. This idea should
come out of the creative brief
which includes the target
Have I presented information in a dynamic, engaging way?
audience and objective and
should give continuity to an Have I used the brand elements effectively and confidently?
individual piece or a collateral
system. Once the idea is Is my piece cohesive in message, voice, imagery and layout?
defined, the format, layout,
color, type, imagery and Can I remove anything extraneous in my design that is not
message should be used to
bring the idea to life.
necessary to make my point?
Have I created a piece that is distinctive to Sunnyvale?
If what I am designing is part of a system of materials, does it fit?
Is the content current, compelling and accurate? Is it written in
succinct, plain language?
Has my piece been proofread for spelling, punctuation and grammar?

32
 Using Color

Our palette (solids and tints) Sample Website Layout

provide a broad spectrum

of colors that capture the
Sunnyvale brand. Always
start with the palette when
designing materials.

The palette can be extended

where colors may have specific
relevance to special events.

Remember, using imagery

brings an even greater range
of color to a layout as well as a
strong viewer connection.

33
Using Typography

General Guidelines:

Clear
Be Clear
Alignment
The preferred type alignment is left
aligned and ragged right. Fully justified
text should be avoided.
Clear and consistent use of typography is one of the most effective ways
Leading (Line Spacing)
to build and maintain a strong brand identity. Leading that is too tight or too open can
compromise readability. As a general rule,

Consistent
leading should be set between 10–40%
higher than the type size. For example,
9 pt type could be set on 10–12 pt
leading.

Use Consistency Case

Always keep the styles of typography consistent throughout Upper and lower case is to be used
wherever possible to aid legibility.
a document. All caps or small caps should be used

SIMPLE
with restraint and should have a minimum
of 20 points of letter-spacing added to aid
legibility. (Letter-spacing is called tracking
by typographers and refers to a consistent
degree of increase (or sometimes
Think Simplicity decrease) of space between letters to
affect density in a line or block of text.)
The use of different weights and sizes of typeface should be kept to a
minimum when differentiating body copy, captions, and headlines. Format
Underlining should never be used and
avoid using hyphenation.

Engaging
Be Engaging
It’s not just what you say, it’s how you say it. Use typography in a graphic
way to create energy and messaging hierarchy in a layout.

34
 Using Imagery

The use of imagery is a key Quality Color Special Effects

component of our brand. We
serve real people and real
Image quality—resolution, In addition to the color Visual interest should
companies with real stories, focus, contrast—should palette, imagery is a good come through the image
so photography is a perfect always be of the highest way to bring color into a itself, not through the use
way to capture immediacy,
level possible. If the piece—the color palette of special effects. Do not
the richness of our City’s story,
the breadth of the services we quality of an image is isn’t the only source of use filters or gels, and do
provide and the diversity and poor or suboptimal, it color. Imagery should not layer images on top
vitality of our community. is best to choose an capture or be inspired of each other.
The following guidelines will
alternative image. by the diversity of the
help to ensure that the imagery Sunnyvale community and Illustration
is used to maximum effect. Contrast & Tone its geography. There may, When choosing to use
Ensure there is good however, be situations illustration as part of
lighting and contrast in where black-and-white a design solution, it
all images to maximize imagery would have a must be contemporary,
impact and visual interest. stronger impact. sophisticated and
in keeping with our
Cropping Focal Point brand personality.
Well-cropped images add Always ensure there is a
energy and drama to a focal point in your image
layout and emphasize the to grab the interest of the
form of the subject matter. viewer and make
a connection.

35
 Using Imagery Photography

Always use high quality

images that are in focus, crisp
and have good lighting and
contrast.

Use cropping to emphasize

form and add drama to create
greater viewer interaction.

Crop in on an image to create a focal point Immerse the viewer in the action: select images
and greater viewer engagement. that have emotional appeal, feel contemporary
and celebrate the spirit of Sunnyvale.

Good lighting and thoughtful cropping Refrain from using canned, expected or
creates a professional image with a stronger artificially posed photographs that can come
viewer connection. across as dated and unnatural.

36
 Using Imagery Illustration

When choosing to use

illustration as part of a
design solution, it must be
contemporary, thought-
provoking, and in keeping
with our brand attributes.

Use illustrations when appropriate that are Don’t use illustrations that are clichéd, dated
bold, clever and captivating. or expected.

Select illustrations very thoughtfully. They are Don’t use clip art that imparts a generic or
especially helpful in conveying ideas that are unsophisticated feeling.
difficult to convey through photography.

37
 Example Activity Guide

This is an example of how color, SUMMER 2017

typography and imagery work

Activities
together to support the brand
and celebrate the diversity and
vitality of our City.

Bold and engaging, the

masthead is as active as the title
SPRING 2017

Activities
of the guide. The cover image
conveys the spirit of the season,
and targeted messaging creates
additional points of entry for
viewer engagement.

Trips for
Adults 50+ Spring
Summer Camps and
Spring Aquatics
Aquatics
Park and Facility Rentals Therapeutic Recreation

Adult Fitness Classes

Department of Library
and Community Services
Community Services Division

Department name positioned

on back of publication

38
 Image Credit Index

The images used in this Page 1 Page 33 (Website Images)

Tree Fields Website Images
guideline are for demonstration Credit: Public Domain Credit: City of Sunnyvale
only. If you are interested
Iron Works Page 36 (clockwise from the left)
in using any of these
Credit: Public Domain Library sculpture, “Out To Lunch”
images, please contact the by sculptor J. Seward Johnson
Communications Officer to Hangar One (Circa 1934 with Credit: City of Sunnyvale
the airship U.S.S. Macon)
determine availability or to Credit: NASA Ames Research Center Young Girl
negotiate usage rights. Credit: City of Sunnyvale
Yahoo! Headquarters
Credit: Public Domain Deputy City Clerk, Lisa Natusch
Credit: City of Sunnyvale
Page 22
Wastewater Treatment Plant Group Shot
Credit: City of Sunnyvale Credit: City of Sunnyvale

Page 26 Page 37 (clockwise from the left)

iPhone Inset Images Computer Illustration
Credit: Getty Images Credit: Christian Montenegro

Page 27 Technology Montage

Apricots Credit: City of Sunnyvale
Credit: Orly Jaffe @yumivore
Flower Illustration
Tomatoes Credit: Carlos Aponte
Credit: iStockPhoto
Faces
Technology Credit: Clipartfox.com
Credit: City of Sunnyvale
Page 38
Page 28 Nature Hike
Tomatoes Credit: Sunnyvale Sun
Credit: iStockPhoto
Girl in Pool
Cherry Blossoms Credit: Shutterstock
Credit: City of Sunnyvale

39
Office of the City Manager
City of Sunnyvale
456 West Olive Avenue
Sunnyvale, CA 94086
[email protected]
408-730-7535