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Home My WebLink AboutVII (F) Discussion re: Policies and Procedures for Use of the New City Logo Agenda 6-04-2002 Item VII F "Y•J.VT' .R OF'170011 LA -PRIDE GE:VEST ORA N61" MAYOR•COMMISSIONLIR Ocoee S. SCOIT VANDERGRIFT •• CITY OF OCOEE M��611OWE '� - DANNY HOW ELL .i Q ISO (407)95HOHC DRIVL SCOTTANDCRSON OcOER, I,InRIDA 347 6 1-225 8 �. . ' RUSTY JOHNSON 4, vl' (407)9U5-3100 NANCV J. PARKER OF,GOOD�� cnv MANAGER JIM GLEASON Staff Report Date: May 24, 2002 To: The Honorable Mayor and City Commissioners From: Janet G. Shira, Director of Community Relations/Projects Subject: Policies and Procedures for Use of the New City Logo Issue Should the Mayor and City Commissioners approve policies and procedures for use of the new logo? Background and Discussion The new logo was designed to better represent the City, with the understanding that a logo has significant impact on a City's image. Along those lines, staff and the Commission have discussed the need to build on our identity so that Ocoee becomes better known in the Central Florida area and beyond. It is hoped that the new logo with its clear delineation of a cityscape and lake will become highly recognizable as the symbol of Ocoee. The attached policies and procedures will ensure that we present a consistent image. Corporate identity is a well-known principle and practice in the business world and Ocoee will definitely benefit by following these procedures. Recommendation It is respectfully recommended that the Mayor and Commissioners approve the attached policies and procedures. Also attached are copies of the new stationery, envelope, and business card templates. Upon City Commission approval, staff will work to get the policies and procedures distributed to all City employees, replace the current stationery templates on all City computers, and contract with a printer to print the color versions of the stationery and envelopes as well as the business cards. The City Clerk will also be asking the Commission to officially adopt the new logo as the City seal so that she can order the appropriate materials for sealing official documents. Cc: Jim Gleason, City Manager POWT "CENTER OF GOOD LIVING-PRIDE OF WEST ORANGE" MAYOR•COMMISSIONER Ocoee S. SCOTT VANDERGRIFT Or �� 5o CITY OF OCOEE ONRRS DANNY HOW'F.LL �VVJ o LiO N. LAkctiuola:Darvr OCOPl1, FI ORIDA34761-2258 SCO'ITJOHN O N p RUSTY JOHNSON if> Ito (407)905-3100 NANCY J. PARKER F*Oi GOOD N` cif, MANAGLR JIM GLEASON Policies and Procedures for use of the new City Logo These policies and procedures will ensure a consistent and recognizable image for the City of Ocoee. It is important to portray a unified message to our various publics whether it be in the form of our mission statement or how we brand ourselves. Think of the Nike "swish", McDonald's golden arches, or the NBC peacock. The symbols used by each of these companies have been carefully crafted and then consistently applied to identify those companies and their products. Ocoee's new logo was created to present a certain image. The City has created this new logo together with graphic design professionals and with input from our residents and business community. The logo presents what we want others to think about Ocoee. Remember that sometimes the logo is the only thing people see with our name on it. People will make perceptions based on what they see. So it was important to design a logo that could stand the test of time and form a lasting and positive impression about Ocoee. Standardization of our documents and other methods of communication is being done to present the image consistently. And the consistent use will help to make the logo more instantly recognizable. Letterhead The letterhead template has been put on the City's computer system under the Word software. This template is the black and white version of the letterhead and should be used for all internal correspondence. A two-color and full-color version of the template will also be put on the computer network; however, these should only be used in limited circumstances when a Department Director deems it appropriate. All City staff with the exception of the Police and Fire Departments should use these templates; no other letterhead should be used. The full-color version of the stationery may also be pre-printed by departments. Each department will be able to order this stationery for use in correspondence to people outside the organization. For correspondence to people outside the organization, Department Directors should use their professional judgment when deciding whether to use the two-color or full-color version of the letterhead. These decisions will need to be based on the level of correspondence being sent and budgetary considerations. To be consistent, the two-color and full-color version of the letterhead should be printed by the same source for all departments. The paper stock should be eggshell versus pure white. Envelopes will match the letterhead paper color and again should be ordered by the same source for each batch that's printed. POW' Page 2 Policies and Procedures - New Logo May 2002 Business Cards The Mayor and City Commissioners, City Manager, and Department Directors will use the full- color version of the business card template. All other staff members will use the two-color version of the business card template. When ordering business cards, direct telephone numbers, appropriate e-mail addresses and the like should be customized for each staff member getting cards; however, the template should not be changed for the layout of the card. The card stock should be eggshell versus pure white. Again, to remain consistent with color and card stock, it would be best to use one source for printing. Uniforms The logo may be created in either the full-color or two-color version for uniforms. It should not be changed in any other way. In addition to the logo, each department may choose to place the department name on the uniform, as well as the employee's name. Skins and Decals All signs and decals with the new logo should be in either the full-color, two-color version, or black and white. This includes street and directional signs, decals for vehicles, and decorative signs such as those in parks or at various City facilities. Promotional Items Any item that staff orders with the logo should be done, to the extent possible, using either the full-color, two-color, or black and white version of the logo. Exceptions Of course as with any policies and procedures, there are always times when it makes sense to deviate from the standards. These policies and procedures are meant to set a basic set of standards to follow in an effort to present a consistent image and identity. If an exception is desired, a written request (by e-mail or memo) should be sent to the Community Relations Director. The request should include sufficient detail on what the exception entails and why the requestor feels it should be granted. Please keep in mind when making such a request that standardization of the City logo is being done to present a consistent image and identity across all departments. The Police and Fire Departments should follow this policy as far as consistency is concerned; however, they may choose to use their own agency logo on letterhead, business cards, PO & Page 3 Policies and Procedures - New Logo May 2002 uniforms, and other items in addition to the City's logo. If these two departments choose to use their own agency logo, they will need to develop templates for stationery, business cards and related items as well as policies and procedures to ensure consistency within the department. Both the templates and the policies and procedures should first be sent to the Director of Community Relations for comments prior to being transmitted to the City Manager and then the City Commission for final approval. If you have any questions related to these policies and procedures, please contact the Director of Community Relations. POW