Visual identity
Overview
The goal of a consistent visual identity is for Calgarians to immediately recognize our organization when they see our website, a business card, online ad, or even an envelope. This means that we need to have a unified look and feel, which includes establishing a standard set of colours, wordmark, fonts, image treatment, etc.
These Brand and Visual Identity Guidelines are laid out to guide the use of The City of Calgary's visual assets. Information on how and when to use the various visual identifiers as well as policies and rules for use can be found in these guidelines.
The City's brand and visual identity are at the core of all of our communication. Find out more about what drives the core of our approach to each.
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The visual identifier must be on all collateral.
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Selecting the proper visual identifier for your application is important to maintaining the visual identity standards.
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Our simplified colour palette will help Calgarians easily recognize The City of Calgary and the value we provide.
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Consistent fonts, colour palettes, tone and messaging create a strong brand voice.
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City messaging needs a clear objective that is citizen and/or employee focused.
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Guidelines and best practices for using icons and SVG images from the Icon Library and SVG Library.
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Photography is the first choice for imagery in City of Calgary communications.
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Implementing the Visual Identity has great impact on how employees, vehicles, signage and other infrastructure are presented.
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Some City services and departments have their own distinct variations of the main City brand.
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How you present content on your page not only determines how visually appealing it is but can impacts usability and readability.