Boulder County Branding Guidelines

Boulder County Branding Guidelines

Why brand guidelines matter

Brand guidelines are essential for maintaining consistency in the representation of Boulder County’s identity. By adhering to a set of established rules regarding logo usage, colors, typography, and other visual elements, the county ensures a cohesive and professional image across all communications. This consistency helps build trust and recognition among residents, businesses, and visitors, reinforcing the county’s commitment to quality and reliability.

Boulder County Brand Overview

Our brand reflects a casual, knowledgeable, and responsive presence. We aim to be professional, personal, and inviting – conveying a welcoming feel and encouraging community involvement. These guidelines help shape our brand and are applicable when creating, publishing or referencing the county in communications of all kinds whether internally or externally published.

Accessibility

Accessibility plays an important role in our brand. Print and digital assets, including documents, forms, social media, website, applications, kiosks, digital signage, newsletters, video/audio content, and third-party applications must comply with Colorado Law HB21-1110, following WCAG 2.1 AA standards.

As such, designers working for Boulder County must follow our Accessibility Guide for Designers.

Logo Overview

The Boulder County logo is a circular emblem featuring a stylized silhouette of natural and built environments, representing the diverse landscape of the region. The top half of the logo showcases a mountain range with three distinct peaks, flanked by two pine trees on the left, symbolizing the county’s natural beauty and outdoor recreation. On the right, the silhouette transitions to a collection of buildings and trees, representing the community and urban areas within the county

The lower half of the circle contains the text “Boulder County” in a bold, sans-serif font, centered within the emblem. The text is straightforward and legible, reflecting clarity and approachability. The entire design is encased in a circular border, emphasizing unity and inclusiveness.

Use only the official Boulder County logo for all printed and web-based applications. The logo is available in several formats. Please take care to use the most appropriate logo type and resolution for your intended purpose.

Logo Colors – Web or Print

In all printed or web representations, the required colors used for display of the Boulder County logo are black or white (reversed out of a color or acceptable background) or the official green:

PMS: 341 | CMYK: C=100 M=0 Y=67 K=29 | RGB: R=0 G=130 B=101 | Hex: 008265

Logo Colors – Embroidery or Printing on Durable Goods

When working with vendors of non-printed items, such as clothing, floormats, decals, pens, accessory items, etc., please ask them to use black, white or a green that most closely matches the official green of the county logo. A gray that most closely matches PMS 403 is also an approved embroidery color.

Logo Usage

1. Logo clear space and minimum size

      • General usage example:
sample of how far the logo should be from other text
Click on image to make it larger
      • Logos next to one another should be visually equal.
      • The overall width of the logo shall be displayed no less than 5/8 inch on printed materials.

2. Proper Usage

The Boulder County logo must never be altered, redrawn, or reproduced from secondary copies. The logo must always be reproduced from authorized electronic files or authorized reproduction-quality originals. The logo must not be rearranged, rotated, animated, etc. All county logos must be in English unless approved by the County Communications Group and the Elected Official or Department Head.

3. Approved Alt Text for the Boulder County Logo

Boulder County logo featuring a green circular design with mountain and building silhouettes.

Customization of the Logo and Program Logos

In limited circumstances outlined below, specific programs and projects may require specialized branding in conjunction with using the county logo. The use of such branding shall be in conjunction with, never in lieu of the Boulder County logo. The use of a customized logo or icon is subject to County Communications Group approval and must meet the following criteria:

1. Department and Division logos

      • Individual departments and divisions may personalize the county logo by placing the name of their department or division to the right of the logo (for a horizontal orientation) or underneath the logo (for a vertical orientation) in the same color as the logo (i.e., black, green, or white).
      • The word “Department” should always come after the department name (Parks and Open Space Department), but “Department” is dropped from any customized logo (i.e., Parks & Open Space vs. Parks & Open Space Department).
      • Department names should be aligned with “Boulder County” in the logo on side-by-side logos, and centered under “Boulder County” for stacked logos.
      • Use Arial Bold font.
      • The words should be displayed in a reasonable ratio to the size of the logo in order to show balance between the logo and the department name.

2. Divisions

      • Division logos may appear with or without the department or office name.
      • Divisions within departments may have their own Boulder County logo. This is not for projects or initiatives.
Sample of a division logo with and without the department name
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sample of division logo vertical and horizonal
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3. Program logos and themes

      • The creation of program logos is discouraged.
      • Please engage with a communications representative before developing a program logo. The logos should be designed using a pallet of colors that complements the official county green and is subject to review and final approval by the County Communications Group.
      • Any program logo must follow and be accompanied by the county logo, with the county logo appearing on the left of the program logo. In all cases, the county logo must be used in its exact form with no alterations or changes.
      • Logos next to one another should be visually equal.
      • Logo creation for programs that are concerned about being associated with the county/local government should be brought to the County Communications Group to be determined on a case-by-case basis.

Example of program logos with county logo:

sample of where to put a program logo next to a county logo
Click on image to make it larger

Logo File Formats

JPEG (.jpg, or .jpeg)

    • Best Used For:
      • Digital applications such as websites, email newsletters, and social media.
      • When small file size is more critical than image quality.
    • Strengths:
      • Small file size for faster loading.
      • Compatible with most platforms and software.
    • Limitations:
      • Lossy compression leads to quality degradation when resized or edited.
      • Not ideal for print due to potential pixelation.

PNG (.png)

    • Best Used For:
      • Digital media where a transparent background is required (e.g., overlays on websites or presentations).
      • Online use with high-quality imagery.
    • Strengths:
      • Supports transparency.
      • Higher quality than JPEG with lossless compression.
    • Limitations:
      • Larger file size compared to JPEG.
      • Not ideal for large-scale print materials.

PDF (.pdf)

    • Best Used For:
      • Print materials such as flyers, brochures, and documents where vector quality is required.
      • Sharing logo files with clients or printers to maintain integrity.
    • Strengths:
      • Retains high quality and scalability for both print and digital formats.
      • Universally accessible and can be viewed on most devices without special software.
    • Limitations:
      • Larger file size than JPEG and PNG for simple web use.

EPS (.eps)

    • Best Used For:
      • Professional printing and large-scale print materials like banners, signs, and merchandise.
      • Scalable graphics for use in design software (e.g., Adobe Illustrator or Photoshop).
    • Strengths:
      • Vector format ensures scalability without loss of quality.
      • Preferred by printers and designers for editing and high-resolution output.
    • Limitations:
      • Requires design software (like Adobe Illustrator) to open and edit.
      • Not suitable for web use directly, as it needs conversion to raster formats like PNG or JPEG for online applications.

Boulder County Color Palette

1. Primary Green

Use the primary color for the county logo and official county color.

    • RGB (R=0 G=130 B-101)
    • CMYK (C=100 M=0 Y=67 K=20)
    • Hex: #008265 (good with white font only)

2. Secondary Colors

Secondary colors allow for expansive combinations to fit your needs on materials other than the county logo. These are simply recommendations.

a graphic showing Boulder County's color palette
Click on image to make it larger

3. Checking the accessibility of colors

Boulder County Typography

NOTE: Any font used must be accessible and a minimum size of 12pt for for print and 12px for web.

Picking the right font: serif vs. sans serif

Serif

A serif font has little decorative strokes or “feet” at the ends of the letters. Imagine tiny flourishes on letters like the tail on a “T” or the base of an “E.” These fonts often feel classic, formal, or traditional—like the text you’d see in a book or a fancy invitation. Examples: Times New Roman or Georgia.

When to Use:
    • Print materials: Brochures, books, newspapers, and magazines. The decorative strokes make text easier to read in long blocks.
    • Formal or classic designs: Certificates or anything with a traditional or sophisticated feel.
    • Why: Serif fonts create a sense of tradition, professionalism, and reliability. They’re great for printed material because the little strokes guide the eye naturally across the lines.

Sans Serif

A sans serif font, on the other hand, doesn’t have those extra strokes—it’s clean and simple. Think of it as a modern, straightforward look, like what you often see on websites or in casual designs. Examples: Arial, Calibri, Myriad Pro or Aptos.

When to Use:
    • Digital materials: Websites, social media graphics, and apps. Sans serif fonts are easier to read on screens, especially at smaller sizes.
    • Modern or minimalist designs: Posters, promotional materials, and tech branding that aim for a clean, contemporary vibe.
    • Youthful or casual branding: Great for products or services targeting younger audiences or emphasizing simplicity and approachability.
    • Why: Sans serif fonts are clean and uncluttered, making them versatile and readable on both screens and large-scale formats like posters. They also feel modern and informal compared to serifs.

Imagery and Graphics

Photography Style

Photography showcases the best qualities of Boulder County. If photos of people are used, imagery represents the diversity of our community as much as possible. Images are high resolution and must not appear blurry or pixelated. If stock imagery is used, it portrays Boulder County or places visually similar.

Guidelines on the type of images that align with our brand

Include diversity tastefully: Strive to represent diversity thoughtfully in imagery, such as – including different ages, ethnicities, abilities, and backgrounds, etc. in Boulder County’s images which is essential for fostering an inclusive and representative brand identity. Including diversity in imagery promotes a welcoming and progressive image of Boulder County, aligning with values of equality and social responsibility. Imagery should focus on genuine, respectful representations that celebrate the strengths and contributions of all individuals equally.

Tell a story: Photos should capture people, nature, infrastructure, landmarks, programs, and services that make Boulder County an amazing place to live.

Crisp and vibrant: Avoid dark or monotone photos that lack clarity.

Tip: Avoid confusion with the City of Boulder: Images of the Flatirons in Boulder, while beautiful, are iconic to the City of Boulder. The county has much more to offer! Avoid confusion by using images other than the Flatirons wherever possible to bring awareness to the broad array of places, properties, services and experiences offered by Boulder County.

Resolution and sizes: Using the correct size and resolution of photos is crucial for maintaining the quality and professionalism of Boulder County’s branding across both print and web applications.

  1. For print materials, high-resolution images (typically 300 DPI or higher) are essential to ensure sharp, clear visuals, as lower resolution images can appear pixelated and unprofessional when printed.
  2. Conversely, web applications require lower resolution images (usually 72 DPI) to ensure fast loading times and optimal performance without sacrificing visual clarity on digital screens.

Selecting the appropriate resolution not only enhances the visual appeal of the brand but also ensures that Boulder County’s communications are perceived as high-quality and credible. Properly sizing images for their intended use prevents issues such as distortion, stretching, or loss of detail, reinforcing a consistent and polished brand identity across all mediums.

When using text on top of images include the text in the post and alt-text for accessibility reasons.

Images of clients/program participants

Capturing images of real people at events adds a layer of authenticity to Boulder County’s visual storytelling, making the brand more relatable and engaging. Real-life moments and genuine expressions resonate more deeply with audiences than staged or stock photography, as they convey a true representation of the community’s spirit and diversity.

Ensuring that no identifiable information is captured in photographs taken at events is crucial when signed releases are not obtained. This includes avoiding images that clearly show faces, name tags, personal addresses, or other distinguishing features that could identify individuals. Respecting privacy rights is not only a legal obligation but also builds trust with the community by demonstrating Boulder County’s commitment to protecting personal information. Failure to do so can lead to privacy violations, legal ramifications, and damage to the organization’s reputation. By focusing on capturing non-identifiable aspects, such as group shots from a distance, hands at work, or event details, Boulder County can safely use event photography while maintaining the privacy and trust of its participants.

General Video Guidelines

Video is a powerful medium that can bring attention to the meaningful work being done at the county. Below are some things to keep in mind if developing a video on behalf of Boulder County.

Video Length

  • Recommend video length is 3-5 minutes long. For social media, shorter is better.

Logo Representation

  • In most cases, the Boulder County logo should appear sometime within a standalone video and follow the proper brand use described above.

Location, Location, Location

  • Boulder County has many beautiful and iconic places that can serve as a backdrop for interviews or transitions. Videos produced for the county should highlight familiar places and landmarks to establish a local perspective and keep it from feeling disconnected or cold.

Lighting Matters

  • Videos should be toned and balanced so that there is a consistency and vibrancy to the story. Avoid harsh lighting (mid-day sun) or dark locations so that the subjects are clear and well represented.

Capture Quality Audio

  • If interviewing community members, it’s important that the audio is professionally captured and balanced before going to production.

Resolution Recommendations

  • All final produced video assets should have a minimum of 1080p quality and be broadcast ready, or, if developed only for social or online use, the highest quality and best format possible for the intended platform.

Lower Thirds

  • Lower thirds should be clearly legible and align with the county’s brand standards and font use. Type should be large enough to read and allow people time to read them.

Closed Captioning

  • SRT files should be included with all videos that capture voice to allow for a more accessible experience. Make sure any lower thirds or added text elements are placed to allow for captions and reduce crowding or covering important information that is not spoken.