This document provides branding guidelines for the City of Elgin. It begins with an introduction from the City Manager about the importance of branding for the city. It then outlines the key elements of the Elgin brand identity, including core messages, visual identity, colors, fonts, and examples of proper logo usage. The guidelines are intended to promote consistent representation of the city's brand across all communication materials.

1. ElgiN, IlliNois
Brand Identity
Specifications

2. Message From the City Manager. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
1.1 Introduction: How to Use This Guide. . . . . . . . . . . . . . . . . . . . . . . . . 4
1.2 What Is A Brand?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
1.2 Why Does The City of Elgin Need to Brand?. . . . . . . . . . . . . . . . . . . 5
2 .1 The City of Elgin Brand. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
2.2 Primary Messages. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
2.3 Secondary Messages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
3.1 The Role of our Visual Identity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
3.2 Elgin Logo Signature. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
3.3 Elements of Visual Identity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
3.4 Department Signature. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
3.5 Logo Colors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
3.6 Typography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
3.7 Isolation/Clear Space . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
4.1 Letterhead guidelines. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
4.2 City Seal. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
4.3 Graphic Elements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
4.4 Examples. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
2
Table of Contents

3. The name Elgin evokes a visceral response from City residents and residents of surrounding commu-
nities. This response is derived from a variety of means – past experience living in the City, experiences with City
staff, what others may have said, or what they’ve seen or read about Elgin. These responses – some subtle and
nuanced, some defined and clear – manifest themselves into what marketers call a brand.
Elgin’s brand has struggled over the years. Elgin was a community in decline from 1970 through 1993 and for
many in and around the area, the perception lingers. While Elgin’s circumstances have changed dramatically with
the arrival of the Riverboat in 1994, perceptions of what Elgin was remain. Change is difficult -- but changing a
belief system is most challenging.
There have been several campaigns to help change perception. Elgin was the “City to Watch” for nearly 12 years
before people were told “It’s Happening Here.” Both were great taglines and by all accounts helped launch enor-
mously successful advertising movements. But we needed to get to the heart of whom and what Elgin is. So, with
our partner at the Elgin Area Chamber of Commerce and all of the community’s key stakeholders on its Enhanc-
ing Elgin Committee, we set forth to find out what the community had to say.
Focus groups, community conversations and a scientific study were completed and we found out that at its core,
Elgin was seen as progressive, down to earth, vibrant, approachable and original. That personality gave way to
the values of Elgin’s brand: sustainability, authenticity, vitality, accessibility and character.
A visual mark was then created to best represent Elgin’s brand. And that mark must be used consistently to en-
sure our brand story is told again and again. That’s why these guidelines are so important.
It’s only together that we can create a true brand experience. We’re The City in the Suburbs. And our City is
sustainable, authentic, vital, accessible and has much character. We are original. We are Elgin.
Sean R. Stegall
City Manager
3
Message from the City Manager

4. While it’s impossible to cover every application of our brand and identity system,
this manual outlines common use standards including use in all City publications, advertising,
PowerPoint presentations and photography.
If there are specific use questions, contact Communications Officer Sue Olafson at (847) 931-5601.
4
1.1 | How to Use This Guide

5. A brand is an emotional connection one makes with a product, place, service or event. A brand is built through
an underlying experience – not just from branding communication pieces. Because brands are built by experi-
ences, the City must consider in every aspect of its operation to ensure we deliver on our brand promise:
“We are wholly committed to helping Elgin realize its full potential of being an
exceptional community to live in and be an exciting destination to visit. We champion the
vitality and accessibility that makes Elgin a truly great place... The City in the Suburbs.”
Every City employee must work to accurately represent our brand promise and consistently deliver
the experiences promised.
Why Does The City of Elgin Need to Brand?
1. To communicate a common verbal and visual language about our brand to residents, fellow employees
and residents of surrounding communities.
2. To increase awareness of the City’s assets and positive initiatives.
3. To reinforce the community’s assets and help improve perceptions and attitude about our City.
5
1.2 | What Is a Brand?

6. The City of Elgin and its employees always want to communicate in all interactions:
Our Brand Values:
Sustainability, Authenticity, Vitality,
Accessibility and Character
Our Brand Personality:
Progressive, Down-to-earth, Vibrant,
Approachable, Original
Our Brand Vision:
To be recognized as The City in the Suburbs
6
2.1 | The City of Elgin Brand

7. Elgin is The City in the Suburbs
 • Elgin combines the advantages of an urban area with a small town, community feel
 • Elgin is a good place to live, work and visit
 • Elgin offers the best of all worlds – city vitality with a suburban feel
Elgin offers more to do and more vitality, character
and variety than surrounding suburbs
 • Elgin has rich cultural and lifestyle diversity
 • The Fox River has always provided a base, a vitality
 • Elgin’s progressive heritage continues today
 • Elgin offers unique entertainment and recreation in its region
 • Elgin is about genuine character and authenticity (people, place)
 • Elgin is growing
Elgin has a surprising quality of life and
accessibility for a City
 • Elgin is unusually approachable and livable for a city of its size and richness
 • Elgin is easy to get around, into and out of…has a walkable downtown
 • Elgin is friendlier and safer than bigger cities and those of similar size
 • Elgin boasts excellent healthcare providers
 • Education is good/improving, ECC is strong
7
2.2 | Primary Messages

8. Elgin is committed to safe neighborhoods and maintaining
positive neighborhood partnerships.
 • Elgin is tough on crime
 • Elgin’s crime trends are down…survey says 7 to 1 that residents believe Elgin is safer today than it
was five years ago.
 • Elgin believes in community policing
Elgin provides unique cultural and recreational facilities.
 • The Centre of Elgin provides a place for recreation for all
 • The City offers three golfing facilities
 • Elgin has scores of performing art groups, an award-winning symphony orchestra, children’s theater
and music troupes, and a cultural arts center that provides performing experiences surrounding
communities don’t offer
Elgin offers residents and visitors authenticity, vitality and
character few other communities provide.
 • Elgin is grounded in its diversity
 • Elgin offers historic perspective
 • Elgin is moving in the right direction
8
2.3 | Secondary Messages

9. The most fundamental expression of a brand is its identity mark. The City of Elgin's visual identity is
composed of a logo, tagline, fonts and color palette. The system by which the mark may be used is
identified in these guidelines for communication materials.
Consistent and appropriate usage is important to ensure seamless integration and correct messaging.
9
3.1 | The Role of our Visual Identity

10. 10
Arising from the center of the logo
is a curved horizon conveying new growth,
innovation and opportunities. Simple elements
above this represent the Elgin skyline with the
historic Elgin Tower Building.
Together, the minimal design and open yet
solid letterforms convey the strong, historic
character of a city looking toward an expand-
ing future.
3.2 | Elgin Signature Mark
The nameplate consists of letterforms that
have been specifically designed for Elgin to
convey a solid yet open feel. The capital G's
proportion anchors and centers the logo as the
viewer's eye moves to the top of the mark.

11. D IdentityTerms
Mark
name Plate
logo
Tagline
The logo mark consists of a curved horizon and
architectural elements that together convey both
Elgin's historic significance and innovative future.
It is not to be used independently except as a
watermark.
The combination of the mark and the
name plate.
The unique letterforms and text used to
communicate the identity of Elgin. The type is
a customized version of the typeface Dienstag.
The nameplate consists of letterforms that have
been specifically designed for Elgin. Substitute
lettering should never be used. It can not be used
independently from the logo.
11
3.3 | Elements of Visual Identity

12. D IdentityTerms
signature
Departments Commissions
The combination of the logo and the tagline.
The combination of the logo and the
department name or commission set in the
typeface Dienstag
12
Public Works
3.3 | Elements of Visual Identity

13. Public Works
The letterforms for departments
must always be the typeface Dienstag
in lower case. This distinctive typeface will pro-
vide a unique and cohesive identity.
No other typefaces are approved.
Sizing: The capital height of the
department or commission should
NEVER EXCEED half the height of the letters in EL-
GIN. (The department lettering can be smaller but
it is not to be any larger.)
The top of the lower case lettering should always
be at least one capital letter size below the ELGIN.
13
3.4 | Departments
Public Works

14. PRIMARY CMYK equivalent
PMS
286
PMS
877
Metalic
BLACK
14
3.5 | Colors
C: 100
m: 66
y: 0
K: 2
C: 0
m: 0
y: 0
K: 40
C: 0
m: 0
y: 0
K: 100

15. PRIMARY
PMS
286
PMS
877
Metalic
SECONDARY
COLORS
15
3.5 | Colors
C: 65
m: 100
y: 0
K: 0 C: 0
m: 16
y: 100
K: 0 C: 15
m: 100
y: 100
K: 0
C: 0
m: 80
y: 100
K: 40
C: 50
m: 5
y: 100
K: 0
C: 100
m: 10
y: 0
K: 0
The complementary secondary colors support the City of
Elgin’s signature blue (PMS 286) and help enhance visual
interest. They are chosen to emphasize the
City’s Brand Personality:
Progressive, Down-to-earth, Vibrant,
Approachable, Original

16. 16
3.5 | Colors
Progressive Down-to-earth
Vibrant Approachable Original
Examples of how the color combinations
can help convey the Elgin’s brand.

17. 17
3.5 | Colors
When spot colors (PMS 286 and 877) or CMYK process is not
available, the logo should be printed in solid black or solid
white on a dark background.

18. 18
3.5 | Colors
The logo may be reversed out (white) when overprinted on
a photographic element. It must only be overprinted on a
solid color area of a photograph.

19. 19
3.6 | Typography
a b c d e fg h i j k l m n o p q r s t u v w x y z A B C D E
F G H I E F G H I J K L K L M N O P O P Q R S T U
V W S T U V W X Y Z a b d g i l m n p q r u w
abcdefghijklmnopqrstuvwxyzABCDE
F G H I E F G H I J K L K L M N O P O P Q R S T U
V W S T U V W X Y Z a b d g i l m n p q r u w
abcdefghijklmnopqrstuvwxyzABCDE
F G H I E F G H I J K L K L M N O P O P Q R S T U
V W S T U V W X Y Z a b d g i l m n p q r u w
The primary typeface used within the City of Elgin brand is Dienstag. Dienstag is an extended sans-serif developed by the Insigne Type
Foundry in 2008. The typeface also provides various alternative“glyphs”for many letters which will provide flexibility and uniqueness.
This distinctive typeface will provide a cohesive identity.
Dienstag Thin
Dienstag Regular
Dienstag Bold

20. 20
The City of Elgin logo should have visual space
to breathe and maintain its prominence.
If art or typography is placed too close to the
logo it hinders the logo’s recognition and
strength.
A MINIMUM space of at least half the height
of the “Capital E” should surround your logo
on all sides in all visual communications. That
means that as the logo grows or shrinks
in size, the clear space will also change propor-
tionately as determined
3.7 | Isolation/Clear Space

21. 21
8.5”W x 11”H (shown at 60%)
Follow this guideline for the positioning of type
and graphic elements for the City of Elgin
letterhead. When formatting a Microsoft®
Word
document for use with printed letterhead,
please set up the margins as follows: Top: 2.5”,
Left: 1”, Right: 1”, Bottom: 1.25”.
4.1 | Letterhead
150 Dexter Court, Elgin, IL 60120 847-931-6100 www.cityofelgin.org
Mayor
Ed Schock
City Council
Richard Dunne
Robert Gilliam
David Kaptain
John Prigge
F. John Steffen
Mike Warren
City Manager
Sean R. Stegall
May 19, 2010
Ms. Jane Resident
222 Oak Street
Elgin, IL 60120
Dear Ms. Resident,
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Donec vel enim. Praesent sem libero, fringilla
sit amet, eleifend vitae, ultricies non, massa. Cras ante ante, ullamcorper et, ullamcorper non, lobortis
eget, lacus. Nulla hendrerit ornare nunc. Vestibulum mauris dolor, tempor a, congue at, feugiat at, ligula.
Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin
ornare, nulla a imperdiet tristique, ligula tortor adipiscing tortor, sed suscipit mauris orci ornare risus. Cras
dictum. Suspendisse leo. Cras felis. Morbi mauris nibh, condimentum sit amet, vulputate sit amet, male-
suada consequat, nisi. Vivamus interdum tortor eget ligula. Cras aliquam, tellus non ornare pellentesque,
nisi felis congue mi, vel imperdiet turpis mauris at eros. Vestibulum vehicula lectus. Maecenas adipiscing
imperdiet nisl. Nulla in magna ac lectus ultricies aliquet. Suspendisse purus orci, ultrices in, vestibulum
eget, tempor et, justo.
Nulla facilisi. Morbi eget enim. Vestibulum mattis erat sit amet neque. Morbi quam massa, lacinia at,
rutrum ac, scelerisque in, lorem. Nam suscipit molestie pede. Suspendisse tempus ultricies est. Aenean
mauris eros, gravida sed, venenatis id, molestie eu, leo. Suspendisse feugiat nulla fringilla magna. Nul-
lam molestie. Aliquam a felis vel justo mollis ultrices. Donec scelerisque, sapien quis pharetra suscipit,
neque massa iaculis neque, eu porta sem elit quis massa. Fusce rutrum. Praesent iaculis, turpis vel
accumsan vehicula, turpis diam lacinia purus, sed luctus sapien turpis eget nibh. Cras viverra. Maecenas
eu purus nec diam molestie pulvinar. Pellentesque habitant morbi tristique
Sincerely,
John Elgin
John Elgin
Department Name
1”
2.5”
1”

22. 22
The City Seal is to be used for official legal and financial documents only.
Contact Elgin’s Communications Office for more information.
For specific official usage, a letterhead that includes the City Seal may be used.
4.2 | City Seal
150 Dexter Court, Elgin, IL 60120 847-931-6100 www.cityofelgin.org
Mayor
Ed Schock
City Council
Richard Dunne
Robert Gilliam
David Kaptain
John Prigge
F. John Steffen
Mike Warren
City Manager
Sean R. Stegall
May 19, 2010
Ms. Jane Resident
222 Oak Street
Elgin, IL 60120
Dear Ms. Resident,
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Donec vel enim. Praesent sem libero, fringilla
sit amet, eleifend vitae, ultricies non, massa. Cras ante ante, ullamcorper et, ullamcorper non, lobortis
eget, lacus. Nulla hendrerit ornare nunc. Vestibulum mauris dolor, tempor a, congue at, feugiat at, ligula.
Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Proin
ornare, nulla a imperdiet tristique, ligula tortor adipiscing tortor, sed suscipit mauris orci ornare risus. Cras
dictum. Suspendisse leo. Cras felis. Morbi mauris nibh, condimentum sit amet, vulputate sit amet, male-
suada consequat, nisi. Vivamus interdum tortor eget ligula. Cras aliquam, tellus non ornare pellentesque,
nisi felis congue mi, vel imperdiet turpis mauris at eros. Vestibulum vehicula lectus. Maecenas adipiscing
imperdiet nisl. Nulla in magna ac lectus ultricies aliquet. Suspendisse purus orci, ultrices in, vestibulum
eget, tempor et, justo.
Nulla facilisi. Morbi eget enim. Vestibulum mattis erat sit amet neque. Morbi quam massa, lacinia at,
rutrum ac, scelerisque in, lorem. Nam suscipit molestie pede. Suspendisse tempus ultricies est. Aenean
mauris eros, gravida sed, venenatis id, molestie eu, leo. Suspendisse feugiat nulla fringilla magna.
Nullam molestie. Aliquam a felis vel justo mollis ultrices. Donec scelerisque, sapien quis pharetra suscipit,
neque massa iaculis neque, eu porta sem elit quis massa. Fusce rutrum. Praesent iaculis, turpis vel
accumsan vehicula, turpis diam lacinia purus, sed luctus sapien turpis eget nibh. Cras viverra. Maecenas
eu purus nec diam molestie pulvinar. Pellentesque habitant morbi tristique
Sincerely,
John Elgin
John Elgin
Department Name
1”
2.5”
1”

23. 23
Several graphic elements can help bring our brand to life, while offering
design flexibility. Not all of the elements are required in every piece.
Decisions about which elements to use should be guided by the amount
and type of content, as well as the particular template guidelines.
Watermark
In certain applications, such as promotional and presentation materials,
the logo mark may be used as a watermark.
To achieve this effect, the mark should be used in an oversized fashion,
with the signature blue (PMS 286) or black color screened to 7% opacity.
When laying the watermark over a photographic image, use a 25% screen.
4.3 | Graphic Elements

24. 24
Curved Elements
Two curved elements can be occasionally used as graphic elements.
These elements echo the curved horizon line in the logo mark.
These elements can be used in gradients of the CMYK equivalents of
PMS 286 or PMS 877.
4.3 | Graphic Elements

25. Parks Recreation
New Programs
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elit.Sed in nunc eros.Duis eget erat turpis,quis tempus
libero.Aliquam vulputate mattis ultricies.Class aptent
taciti sociosqu ad litora torquent per conubia nostra,
per inceptos himenaeos.Nulla egestas,lectus non porta
sagittis,massa risus ullamcorper dui,pharetra adipiscing
eros dolor sed eros.Phasellus adipiscing,ipsum vitae
tristique dignissim,odio neque condimentum tellus,ut
pellentesque purus felis id velit.Mauris commodo,erat
in ultricies adipiscing,tortor urna lacinia dolor,in aliquet
lectus metus sed mi.Sed non neque libero,eget lacinia
25
4.4 | examples
Graphic Element:
Curved corner element with logo
positioned for optimal identity.
Curved corner of photograph
Typography:
Headline: Dienstag Bold Regular
Body: Univers 55

26. 26
4.4 | examples
P
ublic
W
orks
Public W
orks
Department signature:
Department name in Dienstag Bold with
correct positioning.
Logo color:
Logo is in solid black or white
for optimal visibility on solid color item.