core elements
The following design examples are for visual inspiration only. They are all built on our new grid system, which can be downloaded for your use here.
(Double Page)
(Single Page)
Billboards should be short and sweet: 8–10 words max.
Lay out with the horizontal grid of six columns. The logo must be prominently placed for visibility from a distance and should be no less than 12% of the size of the billboard.
Social media messaging
Social media can often feel disposable. But the frequency of posts and a conversational nature make it a major building block of the brand. Posts should always be in our look and voice, with imagery that feels active and bursting with energy. And depending on the platform, the same message or topic can serve different purposes.
Even something as simple as a weather event is an opportunity to build relationships with our customers and other audiences in multiple ways, depending on which platform we use and how we use it. Here are some examples:
Giving accurate, timely information on weather events, potential outages, and where our crews are headed next can showcase our sense of foresight.
Sharing great photos, stories of neighbors helping neighbors, and tips for making the best out of lousy weather can highlight a caretaking mindset.
Having open conversations, crowdsourcing ideas and opinions, and keeping in touch with customers shows that our commitment to community is the real deal.
Stewardship extends to people’s inboxes, too. We need to protect people from clutter, respect their time, and try to make their lives easier. That means keeping it simple and actionable, in words and design. Before you hit send, always remember that part of Public Service is preventing spam.
Digital display can be the toughest medium to design for due to the extreme horizontal and vertical sizes. Keep it simple and uncluttered. Less is more.
Remember, you’re always next to, or in the way of, the content the user came to see. So make the call to action loud and clear.
Video end card
The video end card should be clean, simple, and uncluttered. The call to action highlighted by the arrow should be clear to the viewer.
If regional or program-specific logos are required, simply replace the main logo at a similar size.
After 120 years of Public Service, we’re faced with new challenges seemingly every day. So we figured it was time to refresh, refine, and re-energize our brand. To help you bring our new brand to life, think of this as your GPS, with a full tank of creative fuel.
