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Design Standards

Conformance: Mandatory

Whether you're working on a small project or a big City campaign, using visuals can make your message more appealing and effective across different platforms. Follow these requirements and tips to make an impact and keep our brand consistent and useful.

Requirements

You must resize and restructure designs based on the platform.

Digital

Signage

Use real photos or mix with creative elements.
- City program or initiative logos are acceptable.
Avoid using illustrations when possible.
Consider font size for viewing distance.
Consider readability for duration of time.
QR codes are acceptable.

Websites

Use real photos or mix with creative elements.
- City program or initiative logos are acceptable.
Avoid using illustrations when possible.
Add alternative “alt” text for images.
Do not use text on images.
Do not use QR codes.

Social Media

Use real photos or mix with creative elements.
Avoid using illustrations when possible.
Avoid using City or department logos when posting from City social media account.
Do not use text on images. If necessary, limit to 20% of image.
Do not use QR codes.

Print

Use real photos or mix with creative elements.
Avoid using illustrations when possible.
QR codes are acceptable and encouraged.

Exceptions

Never include QR codes on billboards or digital billboards.
City program and initiative logos can be used in designs.

Benefits

Residents get custom design that is appropriate for platform.

Risks

Residents may not find information useful or be able to access what they need.

Tips

1. Stay True to the Brand

Use official City fonts, colors, and logos. This makes sure that our brand looks the same and is trustworthy. People trust information that looks consistent!

2. Make it Accessible

Making things accessible is important because it helps everyone! This includes making sure your design has enough contrast; alternative text is included on images; digital documents are created so that screen readers can read out loud to people who can't see the material.

3. Think about the Audience

Always think about where people will see your design. This will help you decide how much text to use, how big the picture should be, if the content should be translated in another language or if you need to add a web link or QR code. Design with the user in mind and test your designs with real people when you can!

4. Arrange Things Clearly

Make sure people can see the most important thing in your design. Is it a picture? A big message? It's okay to use bigger font to show what's important. After that, arrange the other stuff in a logical order.

5. Keep it Simple

Simple designs help people understand things quickly. People usually just scan through information, so don't make your design too complicated. Keep it easy for them to pay attention. Less is more.

6. Use White Space

White space, which is the empty area in your design, helps it look balanced. It also gives people a place to rest their eyes and focus on what's important. Make sure your design doesn’t seem too empty. It should have a good mix of content and empty areas.