2025-01-21 CC Item D12 - City of El Segundo Brand GuidelinesCITY OF
EL,qEGUNDO
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CONTENTS
CITY SEAL & LOGO
LOGO LAYOUT, VARIATIONS & ITERATIONS
TYPOGRAPHY
COLOR PALETTE
APPLICATIONS
PHOTOGRAPHY
City of El Segundo BRAND GUIDELINES 13
VVHA ARE BF?11 14D
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Brand guidelines provide established official policies and standards for the City's
visual identity. They apply to all materials, whether print or digital, and include
guidelines on the proper use of the City's logo, colors, fonts, and official messaging.
Brand guidelines ensure that all marketing and communications for the City are
accurate, stay on -brand and speak with one voice.
City of El Segundo BRAND GUIDELINES 14
"I ION
Be a global innovation leaderwhere big ideas take off' while maintaining
our unique small-town character.
MISSION
The City of El Segundo provides a great place to live, work and visit.
"ID CHARAC
El Segundo is a friendly and laid-back beachside city with small-town charm in the heart
of one of America's major metros. El Segundo is home to a thriving business community
including global corporations across a range of diverse industries.
City of El Segundo BRAND GUIDELINES 15
1*
CITY SEAL SYK4B01,S
& MEANING
The seal represents the City's Southern California location and
proximity to the Pacific Ocean with the blue ocean, sand hills,
and palm trees. The City's industry partners' contributions in
aviation, aerospace, and energy are represented by the airplane,
and industrial facilities; and the houses represent the residential
community. The colors are blue, black, and gold, and the four
stars represent four fallen El Segundo Police officers.
City of El Segundo BRAND GUIDELINES 17
CITY SEAL USACr
The City seal is used for official memos, official City
letters, contracts, agendas, City badges, certificates and
proclamations.
City of El Segundo BRAND GUIDELINES 18
rTERHEAD I MEMO &
VELOPES
AGENDA
El SEGUNDO RECREATION PARK
RENOVATION
REGULAR SUBCOMMITTEE MEETING
IImrorav :W41yZI!
4.00 PM
Executive Conference
Room, City Hall
350 Main Street. El Segundo. CA 90245
The Recreation Park Renovation Subcommittee, with certain statutory exceptions. can
only take action upon properly posted and listed agenda items. Any writings or
documents given to a majority of Recreation Park Renovation Subcommittee members
regarding any matter on this agenda that the City received after issuing the agenda
packet are available for public inspection in the City Clerk's Office during normal
business hours. Such documents may also be posted on the City's website at
www,elsegundo.org and additional copies will be available at the Recreation Park
Renovation Subcommittee meetings. Unless otherwise noted in the agenda, the public
can only comment on City -related business that is within the jurisdiction of the
Recreation Park Renovation Subcommittee and/or items listed on the agenda during the
Public Communications portions of the Meeting. The time limit for comments is five (5)
minutes per person. Before speaking to the Recreation Park Renovation Subcommittee,
please state: your name, residence, and organization/group you represent, if desired.
Please respect the time limits.
REASONABLE ACCOMMODATIONS: In compliance with the Americans with Disabilities
Act and Government Code Section 54953(g), the City Council has adopted a reasonable
accommodation policy to swiftly resolve accommodation requests. The policy can also be
Elected Official,
Drew- Ba.4^.
Manor
Chris Pimentel.
Afainr Pro Tem
Carol Mrcztuk
Councilmenther
Lance Giroux.
Councilmemher
Rnan Baldino.
Councilmenther
Tran, Ifeaner.
Cln•Clerk
Ma►their Robinson.
Cite Treasurer
Appointed Officials
Darrell Gt .rrt.
Cin• Almrt{ .
Mark Nenslet.
Cin• Attornei
February 23. -
SENT VIA EMAIL
Mayor Karen Bass
City of Los Angeles
200 N. Spring Street
Los Angeles, CA 90012
RE: Failed Management of the I lyperion Wastewater Treatment Plant
Dear Mayor Bass.
We arc writing to you on behalf of the City of El Segundo with grave concerns regarding the
appalling state of affairs at the Hyperion Wastewater Treatment Plant under the current leadership.
The recent string of failure and compliance breaches at Hyperion have ttatde it abundantly clear that
there arc significant deficiencies in the management and maintenance of the facility. posing serious
risks to public health and the environment.
As you already know. since the nearly catastrophic spill on July 11. 2021. El Segundo residents and
businesses have continued to suffer from terrible odors and gases being released from the plant. Our
community members have reported that the odor causes headaches, itchy cyL%. nausea. and vomiting.
It has been over 2.5 years since that unfortunate incident and there continues to be multiple
compliance and equipment failures at Hyperion. resulting in South Coast Air Quality Management
City of El Segundo BRAND GUIDELINES 19
CENTENNIAL
The centennial logo was adopted in 2017 to celebrate the
EGUNDO City's 100 years of founding/incorporation. The logo was used
on City communications and marketing materials for
0 FJI[L SEG -
subsequent years. The logo features the refinery, high school,
a satellite, water tower, blue butterfly, the sun, and waves.
Title I , Chapter 3 (Ord. 1565, 2-20-2018)
'Jaw
NCORPORAiE.F The centennial logo is no longer in use and will be officially
1117
retired on January 21, 2025 through an amendment of the
municipal code.
City of El Segundo BRAND GUIDELINES 110
C101 AM
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City seal, City logos and Department and Division logos are located on the S Drive --> &/Communications and Economic
Development/Logos
The City "logo" is the City seal with the words "City of
El Segundo" in a stylized font on top of the seal to
CITY O
EL F S support branding/recognition; and integrates with
additional campaign and department logos.
City of El Segundo BRAND GUIDELINES 111
LOGO LAYOUTS
CITY OF
ELSEGUNDO
Logo
Color City seal with stylized "City of El
Segundo" font overlay used for
presentations, letters and memos.
CITY OF
ELSEGUNDO
Simple Logo
Option for use when space and layout is
limited or a more simplified approach is
preferred. Used for email signatures.
City of El Segundo BRAND GUIDELINES 112
LOGO VARIATIONS
CITY OF
ELSEGUNDO
Where big ideas take off.
Economic Development
City of El Segundo and blue "plane" and
tagline, used on the business/economic
development website and related outward -
facing community events, flyers and general
City branding.
ELSEGUNDO
Ak „ CQIke
`
Hospitality/Tourism
Stylized "El Segundo" and tagline with directional
chevron representing location and proximity to LAX
and central location in Southern California. Used on
tourism website and promotional materials and City
map.
City of El Segundo BRAND GUIDELINES 113
LOGO VARIATIONS
r
r
EL SEGUNDO
CONNECT
,-Oooto
[=.L EGUNDO
� ONNECT-
EI Segundo Connect
The name and branding for the City's online
311 /service request platform. Used on website, app,
and marketing/promotional materials.
City of El Segundo BRAND GUIDELINES 114
DEPARTMENT/DIVISION LOGOS
GUNDO
FIRE DEPARTMENT
i
El Segundo
R,F,,AC, BARKS,
8c LIBRARY
We Engage... We Inspire... We Play...
CITY OF
ELSEGUNDO
POLICE DEPARTMENT
ELS EGUNDO'::.
MEDIA''
City of El Segundo BRAND GUIDELINES 115
DFP IkRTIV, i I
Use of department specific logos should be limited. If used, please follow the guidelines below. Do not attempt to create or
modify your own logo. Contact the Communications Team for assistance.
CITY OF
ELSEGUNDO
COMMUNITY DEVELOPMENT
CITY OF
ELSEGUNDO
FINANCE
CITY OF
ELSEGUNDO
IT SERVICES
CITY OF
ELSEGUNDO
HUMAN RESOURCES
CITY OF
ELSEGUNDO
PUBLIC LIBRARY
CITY OF
ELSEGUNDO
PUBLIC WORKS
City of El Segundo BRAND GUIDELINES 116
NCORRECT USE
NDO
Do not use a drop shadow.
CITY
ELoF
SE
UNDO
Do not add flair.
UNDO
Do not use a filter.
CITY OF
EL
GUNDO
4
big ideas take off.
Do not combo the City seal and
campaign logos.
City of El Segundo BRAND GUIDELINES 117
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,LF 4 1( S1
Surround the logo with clear space. The clear space helps maintain logo presence when other logos, visuals or edges are placed
in proximity. Do not position text, graphic elements or other logos too close, or place the logo too close to the edge of the
page/design. The clear space should be approximately the size of the "0" in El Segundo. Minimum size - recommend no smaller
than 1 " to ensure it's recognizable and readable.
X
CITY OF
ELSEGUND
It
------!CITY OF
IE L EGUND01,
Examples:
The clear space
should be
approximately the
size of the "O" in
CITY OF
EL Segundo. E L E G U N D O
1 2
O Minimum Size -
recommend no smaller than 1"
114 112 314
1 /8 , 3/8 1 5/8 , 7/8
1 /16 1 3/16 1 5/16 1 7/16 1 9/16 111 /16 113/16 115/16
City of El Segundo BRAND GUIDELINES 118
BRAND TYPOGRAPHY
RALEWAY
Raleway font is used for:
• Headers on the EL Segundo City Website
• Headers/headlines on flyers, social media
images
• City marketing materials such as the
EL Segundo Connect logo
Ra LeWay Aa Bb Cc Dd Ee Ff Gg
Hh li Jj Kk LL Mm Nn
Raleway Bold Oo Pp Qq Rr Ss Tt Uu
Vv Ww Xx Yy ZZ
1234567890
City of El Segundo BRAND GUIDELINES 119
E AND " 'POGRAPF It
F 3( TO
Roboto font is used for:
• Body copy on the El Segundo City website
• Flyer body copy, social media copy on visuals
• City marketing materials
Roboto Aa Bb Cc Dd Ee Ff Gg
Hh li Jj Kk LI Mm Nn
Roboto Bold Oo Pp Qq Rr Ss Tt Uu
VV Ww Xx Yy ZZ
1234567890
City of El Segundo BRAND GUIDELINES 120
BRAND TYPOGRAPHY
ARI
Arial font is used for:
• Letters and memos in Word
• Staff reports
• Recommended font size is 12
Aa Bb Cc Dd Ee Ff Gg
Arial Hh li J'J Kk LI Mm Nn Oo
Arial Bold Pp Qq Rr Ss Tt Uu Vv
Ww Xx Yy ZZ
1234567890
City of El Segundo BRAND GUIDELINES 121
BRAND TYPOGRAPHY
CALI R1
The Calibri font is used for:
• Email body
• Email signatures
• Recommended font size is 11 in black type
Calibri
0
Calibri
Aa Bb Cc Dd Ee Ff Gg Hh
li Jj Kk LI Mm Nn Oo Pp
Qq Rr Ss Tt U u Vv Ww
Xx Yy Zz
1234567890
City of El Segundo BRAND GUIDELINES 122
RE
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TY &DEPARTMENT
�LC�R T.-#T-"ES
CITY OF
ELSEGUNDO
City of Ell Segundo
Hues of blue, orange and gradient
purples, bring to life El Segundo's
natural beachside beauty and
lifestyle.
This color palette is used on the
City's website and general
marketing materials and branding.
EX: #7D47BC
PASTEL ORANGE
HEX: #F5B348
WHITE
HEX: #FFFFFF
ALICE BLUE
CITY OF 4
ELSEGUNDO
Where big ideas take off.
Economic Development
This color palette is used on the
economic development website
and general marketing materials
and branding.
City of El Segundo BRAND GUIDELINES 125
ELSEGUND I-N
Destination/Tourism
This color palette is used on the
destination/tourism website and
general marketing materials and
branding including advertising,
maps, promotional materials.
ES START GRADIENT
HEX: #7C7FAB
HEX: #40C1 AC
El Segundo
RIC.PARKS,
& LIBRARY
We Engage... We Inspire... We Play...
Recreation, Parks, and Library
Used on the department's website
and marketing materials, the color
palette reflects play, fun and the
City's parks and open spaces.
HEX: #CA387F
HEX: #FF007E
#OBAC6E
#29DF98
HEX:#D8B010
HEX:#E8EE2E
HEX: #107E7D
HEX:#OODCDC
SHAMROCK JONQUIL
HEX: #5ADCAB HEX: #F1 C614
CITY OF
ELSEGUNDO
PUBLIC LIBRARY
El Segundo Public Library
This color palette is used on
the department's website and
and integrates with the
Recreation, Parks, and Library
logo and website.
LIBRARY SPECIAL
HEX: #CAE4DB
LIBRARY
HEX: #F7F7F7
MUSTARD
HEX: #FED54B
FUCHIA PURPLE
HEX: #CA387F
CITY OF
ELSEGUNDO
POLICE DEPARTMENT
El Segundo Police Department
This strong public -safety
forward color palette is used on
the department's website and
promotional materials.
MEDIUM GRAY
WHITE
HEX: #FFFFFF
CITY OF
ELSEGUNDO
FIRE DEPARTMENT
Ell Segundo Fire Department
This fire -safety strong color palette
is used on the department's
website and promotional materials.
WHITE SMOKE
HEX:#FOFOEF
City of El Segundo BRAND GUIDELINES 130
GI� UF�f"
is Use "City of El Segundo" black and white simple logo for your email signature.
• Exceptions include: City Manager's Office (use Where Big Ideas Take Off) Recreation, Parks, and Library, El Segundo Media,
Fire and Police.
• Use Calibri font in 11 point in black type.
• Email Signature Guidelines & Policy -> located on the intranet: www.myes.elsegundo.org/emaiIsignature
• Social media channels/links for all departments --> located on the City's website: www.elsegundo.org/socialmedia and
logos are available for download on the intranet under Site Content—> Image Library--> Social Icons for Email folder.
Darrell George I City Manager
City of El Segundo
350 Main Street • El Segundo, CA 90245
310-524-2301 • dgeorge@elsegundo.org
ElSegundo.orgl ElSegundoBusinm ess.coI Destina-ionElSegundo.com
13MOU13
C,TYO
ELSEGUNDO
Saul Rodriguez I Chief of Police
City of El Segundo Police Department
348 Main Street • El Segundo, CA 90245
310-524-2280 • srodriguez@elsegundo.org
ElSeoundoPD.orgj ElSegundo.org
MY OF
ELSEGUNDO
POLICE DEPARTMENT
George Avery I Fire Chief
City o= El Segundo Fire Department
314 Main Street • El Segundo, CA 90245
310-524-2219 • gavery@elsegundo.org
ElSegundoFD.org� ElSegundo.org
93MME13
MY OF
ELSEGUNDO
=IKi ::FFAH11/1_NT
City of El Segundo BRAND GUIDELINES 131
EK41% E 'I IGNt r�
• Use "City of El Segundo" black and white simple logo for your email signature.
• Exceptions include: City Manager's Office (use Where Big Ideas Take Off Recreation, Parks, and Library, El Segundo Media,
Fire and Police.
• Use Calibri font in 11 point in black type.
• Email Signature Guidelines & Policy -> located on the intranet: www.myes.elsegundo.org/emailsignature
• Social media channels/links for all departments --> located on the City's website: www.elsegundo.org/socialmedia and
logos are available for download on the intranet under Site Content--> Image Library--> Social Icons for Email folder.
Barbara Voss I Deputy City Manager
City o= El Segundo
350 Main Street • El Segundo, CA 90245
310-524-2389 • bvoss@elsegundo.org
EISeQundo.orgJ EISegundoBusiness.com I Destina;ionElSegurclo..om
00GE13
r MI M
ELSEGUNDO
Where big ideas take ufC
Ally Mancini I Recreation, Parks, and Library Director
City o= ElSegundo
401 Sheldon Street - EI Segundo, CA 90245
310-524-2730 • amancini@elsegundo.org
ElSegundoRecPark.orgj ElSegundoLibrary.org
I Segundo
pilk�C. PARKS,
& LIBRARY
Darnell Jenkins I Media Supervisor
City of El Segundo
350 Main Street • El Segundo, CA 90245
310-524-2719 • djenkins@elsegundo.org
ElSeoundo.org
13MME13
EL SE GUNDO
MEDIA
City of El Segundo BRAND GUIDELINES 132
1U,I 4ESS CARDS
Bold and Clear
The business card color palette leads with the City brand colors and the prominent and recognizable City logo,
branded QR code, City seal, lifestyle or business focused options.
CITY OF
ELSEGUNDO
Employee Name
Job Title
Department
0
El Segundo, CA 90245 ❑■�
P: 310-524-2222+
name@elsegundo.org r•'.4�
www.elsegundo.org ❑■ �• r2-:�':
CITY OF
ELSEGUNDO
Employee Name
Job Title
Department
Address
El S��'
Segundo, CA 90245 a1raa
P:310-524-2222 {~+ r-1
name@elsegundo.org
www.elsegundo.org ��• r2-:�'_
CITY OF
ELSEGUNDO
Employee Name
Job Title
Department
•I f ,
i-
Address 0 PZ4..4
(� El Segundo, CA 90245 w,+
P: 310-524-2222
name@elsegundo.org r'f
www.elsegundo.org • r2
City of El Segundo BRAND GUIDELINES 133
POWERPOINT
PRESENTATIONS
V - - -
located on the irrtranet myes.elsegundo.org ->
Forms -> City Administrative Templates & Trainings
City of El Segundo BRAND GUIDELINES 134
UNIFORMS 0 APPAREL
The City has a centralized vendor for ordering apparel and all designs must be approved by the Communications Division.
Approved vendor: Screenworks 310-532-7239; screenworksart@sbcglobal.net
i BRAND GUIDELINES 135
PRONI"o IT'
The City has a centralized vendor for ordering promotional items and all designs must be approved by the Communications Division.
Approved vendor: Contact: Bob Gray, Proforma, bob.gray@albrechto.com
ELSEGUNDO
.A
CIT
Y OF
ELSEGUNDO
POLICE DEPARTMENT
City of El Segundo BRAND GUIDELINES 136
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Every touch point is an opportunity for brand building - from City vehicles to event sponsorships and block parties. Please
work with the Communications Team and your Department Communications Committee Member to ensure correct
branding and specs.
EL,'�EGUNDO*''
e
00
MEDIA•'
City of El Segundo BRAND GUIDELINES 137
PHOTOGI
YA I MAGEF, V
The City of El Segundo is where big ideas take off! Photography should bring that feeling and momentum to life when
showcasing the City's beachside lifestyle, energy and people. Images should represent the community that makes our city so
special. Look for unique angles and perspectives with rich color and composition. Photos are available on the shared S Drive -->
S:/Communications and Economic Development/Photos.
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City of El Segundo BRAND GUIDELINES 138
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CITY OF EL SEGUNDO BRAND GUIDELINES 141
RESOURCES LINK
https://myes.elsegundo.org/communications
• Brand Guidelines
• City Seal, City Logos & Department Logos
• Communications Policies & Plans
• Communications Request Form
• Email Signature Guidelines & Policy
• Emergency Communications
• GovDelivery/Email Bulletins
• Website & Intranet Resources
• Writing Guidelines & Resources
CITY OF EL SEGUNDO BRAND GUIDELINES 142
VENDOR INFORMATION
Printed materials, banners, other printed needs
Colorscape Graphics
Ted Balis
949-300-3428
colorscapegraphics.com
ted@colorscapegraphics.com
Swag, promotional items, other merchandise
Proforma
Bob Gray
bob.gray.@albrechtco.com
Uniforms, Apparel
Screenworks
310-532-7239
screenworksart@sbcglobal.net
CITY OF EL SEGUNDO BRAND GUIDELINES 143
LOGOS - WHITE
Reverse font/white logo options
CITY OF
ELSEGUNDO
CITY OF
ELSEGUNDO
CITY of
ELSEGUNDO
CITY OF EL SEGUNDO BRAND GUIDELINES 144
CITY OF
ELSEGUNDO
FIRE DEPARTMENT
CITY OF
ELSEGUNDO
POLICE DEPARTMENT
CITY OF EL SEGUNDO BRAND GUIDELINES 145
CITY OF
ELSEGUNDO
COMMUNITY DEVELOPMENT
CITY OF
ELSEGUNDO
FINANCE
CITY OF
ELSEGUNDO
HUMAN RESOURCES
El Segundo
R,F.C. BARKS,
& LIBRARY
We Engage... We Inspire... We Play...
CITY OF
ELSEGUNDO
IT SERVICES
CITY OF
ELSEGUNDO
PUBLIC LIBRARY
CITY OF
ELSEGUNDO
PUBLIC WORKS
EL SEGUNDO
CONNECT
CITY OF EL SEGUNDO BRAND GUIDELINES 146