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MARICOPA COUNTY INTERNAL POLICY Policy Title: BRAND MANAGEMENT Policy Number: A1615 Current Adoption Date: 08-31-2022 Current Implementation Date: 08-31-2022 Approved by: BOARD OF SUPERVISORS Board Agenda Number: TBD Original Adoption Date: 08-31-2022 I. PURPOSE To present a consistent, professional identity and encourage the appropriate use of its assets, Maricopa County must adopt a set of rules to govern the use of the County seal, logo, and associated messaging. A centralized Maricopa County brand shows unity of purpose; increases visibility of services through improved public recognition; and develops and promotes trust through clear identification of initiatives and services. II. APPLICATION This policy applies to all Maricopa County appointed departments as well as the Flood Control District of Maricopa County, the Maricopa County Library District, and the Maricopa County Stadium District (Special Districts). The Board of Supervisors is authorized to jointly adopt policies applying to the Special Districts under the Intergovernmental Agreement, C-06-18-393-6-00, approved on April 11, 2018. III. DEFINITIONS A. Appointing Authority: The single administrative or executive head or elected official of a department/Special District/office, or the designated representative authorized to act in this capacity. B. Brand: A brand is an organization’s reputation and the emotions associated with that reputation. Brands are built by corporate behavior and language and reinforced with a visual identity intentionally developed to increase positive perception. Strong brands are clear, consistent, and easily identifiable. C. Brand Standards: Set the requirements for use of the logo and seal in digital and physical applications. They provide technical specifications to ensure proper use of all brand elements such as County seal, logo, colors, fonts, graphic assets, and photography. It also addresses the proper use of the County logo and seal to include but not limited to forms, business correspondence, letterhead, legal documents, proclamations, web pages, signage, clothing, promotional merchandise, email signatures, business cards, etc. D. Campaign: Public relations and marketing effort to generate awareness about a specific issue or information important to residents of Maricopa County. These are usually limited in duration but require the creation of digital and physical assets which may include logos or other types of branding. E. Official County Seal: Originally commissioned and then adopted by the Board of Supervisors on January 11, 1965. It was subsequently updated again on December 7, 1992 and again on September 5, 2001. The use of the County seal is set by statute in A.R.S. 11-251.17. F. Official County Logo: A graphic mark, emblem, or symbol designed exclusively for Maricopa County to aid and promote instant recognition. The logo can be used as a graphic or in the name of the organization as defined in the “standards.” IV. RESPONSIBILITIES A. Appointing Authority: Ensures the Brand Standards are applied in all communications applications, in all media within their respective department/office. Policy Title: BRAND MANAGEMENT Policy Number: A1615 Current Adoption Date: 08-31-2022 Page 2 of 3 B. County Office of Communications: Responsible for digital content (social media, website, and branding) governance, implementation, and strategy. At the direction of the County Manager, serves as the central authority, under this policy, to determine policy, plans, procedures, and standards for the use of the County seal and logo, not otherwise provided for by specific laws and regulations. Advises departments and offices of non-compliance with this policy, and, where necessary, makes adjustments to bring the products into compliance. V. POLICY A. General Policy Statements 1. Maricopa County Brand Standards should reflect the entire organization’s mission and promise. The County Manager is authorized to update the Brand Standards to ensure it remains current and relevant. A link to the standards is maintained on the County Manager webpage under Office of Communications on MyMC: https://mymc.maricopa.gov/998/County-Manager. 2. “Branded House” Philosophy: One logo will represent Maricopa County and all its departments and special districts. Maricopa County will no longer have multiple department logos that give the impression that departments operate independently and creates confusion for the public. a. The County seal or County logo shall not be altered or combined with any other mark or element. Use of the County seal or County logo is set forth in the Brand Standards. b. All electronic and print communications must adhere to the Brand Standards and policies of Maricopa County. c. All Maricopa.gov web pages must use an official web template that incorporates approved Maricopa County Brand Standards. d. The production of merchandise using the County seal or logo must adhere to the Brand Standards and procurement policies of Maricopa County. e. Some County departments may have unique marketing needs for annual or short-term campaigns that are enhanced by unique digital assets. These campaigns should include the County logo and complement the color pallet. Refer to the Brand Standards for guidance on co- branding using campaign logos or other artwork. Questions should be directed to the Office of Communications at caomedia@maricopa.gov. f. Some County departments administer grant-funded programs which require and/or fund marketing beyond a webpage. The marketing efforts should reflect the County Brand and possibly use the logo or seal. Refer to the Brand Standards for guidance. Questions should be directed to the Office of Communications at caomedia@maricopa.gov. g. The lack of prescriptive direction on logo use cases and unique formats omitted from this policy or the Brand Standards does not imply approval. Questions should be directed to the Office of Communications at caomedia@maricopa.gov. 3. Copyright and Trademark Statement a. Maricopa County’s registered trademarks, service marks, word marks, and logos, including “Maricopa County” seal may not be used or reproduced by County vendors, partners, or individuals without a contract or permission. Any individual organization, or company wishing to use Maricopa County’s logos or trademarks must obtain the right to do so in writing. Questions should be directed to the Office of Communications at caomedia@maricopa.gov. Policy Title: BRAND MANAGEMENT Policy Number: A1615 Current Adoption Date: 08-31-2022 Page 3 of 3 Revision History Version Revision Date Description of Revision 1 08-31-2022 Initial Version