The WhyWhy was the Rollingwood brand created?
Like every city in Central Texas, the City of Rollingwood is evolving. It is important that as we grow, we preserve what we love about our community now and in the future.
In mid-2018, the Rollingwood City Council approved a comprehensive branding effort in partnership with the Rollingwood Community Development Corporation (RCDC).
The City’s primary goal with the branding initiative was to encourage all of its residents and businesses to rally around being a part of the Rollingwood community because it is such a special place. Though Rollingwood is a close-knit community, it has never had a singular identity to bring everyone together.
Similarly, the Rollingwood businesses didn’t always realize that they should identify themselves as such. The City and RCDC believe that when its businesses are given the support they need to thrive, its residents benefit too.
This new logo is a small, but very important first step in supporting the future we want to create while honoring what we all love about Rollingwood today.
Community InputFeedback gathered through creative briefs, block walking, surveys and a branding workshop was pored over to form the foundation of the new brand.
Work on the branding initiative officially kicked off in September 2018 in coordination with the City’s local creative agency and partner,
Buie & Co.
A committee from the City and RCDC was also assembled, which included former Mayor Roxanne McKee, Mayor Michael Dyson, Council Member Amy Pattillo, and the City’s Administrator Amber Lewis. Other RCDC and Council Members were also involved.
The eight-week discovery phase focused on engaging the community to understand the values and attributes the Rollingwood brand should reflect.
Feedback gathered through creative briefs, block walking, surveys and a branding workshop was pored over to form the foundation of the new brand. Each aspect of Rollingwood’s new identity can be traced back to community values and input.
Identity SuiteRollingwood’s brand is a direct reflection of the community’s vision of the city.
The design is simple but not boring; proud but still approachable. Each feature of the brand, from the typeface to the imagery to the color palette, reflects the lifestyle and community that define Rollingwood. Community values, such as an admiration for the natural environment and the importance of multi-generational families making memories together, echo throughout the brand.
The brand was designed to be versatile and adaptable. Each aspect can be used everywhere from official City correspondence to a child’s t-shirt design for the Fourth of July parade. Overall, the brand communicates connectedness, both with the environment and each other, and city pride – it’s a way for all community members to be excited about living, working and playing in Rollingwood.
The text-based combination logo is professional and polished enough for a city, yet fun and familiar enough for a neighborhood.
The primary version of the logo should be used in all possible cases, unless size, shape or application creates an issue. Acceptable color compositions for the primary logo are full-color, all navy, all black or all white. Rollingwood’s logo should not be recreated in any manner.
Color PaletteBlue skies, trails, parks and open space dominate the geography (and hearts) of Rollingwood.
The color palette leans heavily on the blues and greens that denote health, wellness, trust and dependability.
NAVY | 40% approx. ratio
HEX: #0a1c39 | RGB: 10/28/57 | CMYK: 97/85/46/57
GREEN | 15% approx. ratio
HEX: #539d46 | RGB: 83/157/70 | CMYK: 72/16/98/2
TAHOE BLUE | 20% approx. ratio
HEX: #199acc | RGB: 25/154/204 | CMYK: 76/24/6/0
LIGHT GREEN | 5% approx. ratio
HEX: #a9d2b4 RGB: 169/210/180 CMYK: 35/2/35/0
IVORY | 10% approx. ratio
HEX: #f8f6ed RGB: 248/246/237 CMYK: 2/2/6/0
TypographyThe Rollingwood brand utilizes two typefaces.
The first is Mr. Eaves Sans OT, the primary typeface. It is used for headings and larger bodies of type. This sans serif font is friendly and approachable, yet still formal enough to be used by a city.
The secondary font is Bourbon Grotesque. This typeface is used for decorative purposes such as numbers and accents. Bourbon Grotesque should never be used for body copy.
Font substitutions should be limited. However, when specific font files aren’t available, the default is Arial at 11 points.
PhotographyThe photography used on the website and in collateral should be bright and vibrant.
The photos should have lots of light and color, and the images should feel energetic. The photos should be active and depict energy and life. Rollingwood is an active place.
The photos should all hint at some implied action and when possible, be taken within Rollingwood city limits. The imagery should communicate activity and energy without revealing faces.
The images can range from everyday activities, like walking a dog or mowing the lawn, to more active endeavors, like biking on a trail or kayaking Lady Bird Lake. The focus of the photos is on the action, not the individual themselves. We want people to be able to picture themselves living, working and playing in Rollingwood.
Stock photography should be avoided. Most photos should be easily identifiable as a location within Rollingwood. Our intent is to highlight the real activities and lives of those living in our great city.
Voice and StyleThe voice and style of Rollingwood’s written content is just as important as its visual elements. A uniform voice and style help the community identify official correspondence and ensure that stylistic best practices are consistently followed.
Written material should be in third person unless the item is coming specifically from an individual, for example, a letter from the Mayor to residents. “I” and “you” are not appropriate to use in most text, and “we” and “our” should be used sparingly.
Text should be written in a simple, friendly and approachable voice. Acronyms and technical language should be avoided unless required for a specific audience or by law. Remember that most people reading materials from the City interact with it infrequently and are likely not comfortable with technical verbiage.
Write both for your audience and your situation. General announcements and community event invitations should be written in a friendly, casual voice. Emergency alerts or code violation notices should reflect the gravity of the content. Formality, though, does not mean that the content should be complex or difficult to decipher. Aim for simplicity and directness in all written content.
The logo, seal, icon and badges may be used only for official purposes of the City of Rollingwood in the exact manner, font and color specifications noted in these guidelines. The logo, seal, icon and badges are to be reproduced without modification or addition. Graphic filters such as drop shadows, bevels, 3-D effects, embosses or glows should not be applied. The icon cannot be integrated into other marks and must be represented independently. Any alteration or manipulation is strictly prohibited.