Our brand is built around flexibility while maintaining consistency, allowing you to create a final piece that is uniquely the City of Virginia Beach. The guidelines below are informed by our creating strategy — giving you specific tools to work with as you create marketing and communication materials.
Understand your Goal
Define your objective, identify your audience, and build a solid foundation to keep your project strategically focused.
Strike the Right Tone
How we bring together elements of our visual identity with our content can change the overall tone of the piece, making it more relevant to your audience and ensuring that it meets your objective.
While the same creative strategy applies to both informal and formal communications, the type of content and use of visual elements can be adjusted to strike the right tone with your audience.
Craft a Clear Message
Use typography to create bold visuals with your headlines—keeping them short and direct, but compelling enough to draw a reader in.
Select that supports your message and helps your audience quickly understand what the content is about.
Create Contrast
Careful use of contrast establishes a clear visual hierarchy—drawing attention to the most important facets of your design and message.
While our color palette creates immediate opportunity for contrast, the use of negative space, different sizes, shapes, and positioning of our visual elements also play a role in creating contrast and lending energy to layouts.