The URL can be used to link to this page

Home My WebLink AboutItem 5.8 Economic Development Marketing and Branding StrategyStaff Report City of Dublin File #:2026-171 Agenda Date:11/3/2026 Agenda #:5.8. Economic Development Marketing and Branding Strategy TO: Honorable Mayor and City Councilmembers FROM:Colleen Tribby, City Manager Prepared By:Felicia Escover, Economic Development Manager EXECUTIVE SUMMARY: The City Council will receive a report on the Economic Development Marketing and Branding Strategy, including the new Economic Development brand identity, the Brand Identity Guidelines, and the communications strategy, “Open Lanes for Opportunity.” The Economic Development Committee reviewed the materials on October 20, 2026, and supported bringing the brand and strategy to the full City Council. STAFF RECOMMENDATION: Receive the report. FINANCIAL IMPACT: There is no financial impact associated with receiving this report. The remaining work under the agreement with Commune Communication Corp., including the development of marketing collateral, will be completed within the approved contract amount. Future implementation activities, such as printing and event participation, will be funded through the existing Economic Development operating budget or brought forward for consideration through the City’s standard budget process, as appropriate. DESCRIPTION: On June 3, 2025, the City Council approved an agreement with Commune Communication Corp. (Commune) to develop an Economic Development Marketing and Branding Strategy (Resolution No. 36-25). This project implements Strategy 1.2.2 of the City’s Economic Development Strategy, which was adopted by the City Council on October 1, 2024 (Resolution No. 111-24): Page 1 of 6 286 File #:2026-171 Agenda Date:11/3/2026 Agenda #:5.8. “Undertake and implement an economic development-tailored marketing and branding strategy that focuses on Dublin’s competitive assets and transformational development projects/areas identified through the Economic Development Strategy effort, as well as existing business and development incentives.” The scope of work includes an economic development-focused brand, a comprehensive marketing strategy, updated promotional materials for industry outreach, enhanced media and public relations efforts, and a review of the City’s Economic Development webpages. Purpose of the Marketing and Branding Strategy The City’s existing brand serves the full community and represents Dublin in its role as a local government. Economic development outreach has a narrower audience with different needs: business owners, industry decision-makers, site selectors, brokers, and developers who are comparing Dublin with other locations. The Marketing and Branding Strategy gives the Office of Economic Development a consistent identity, message, and set of tools for reaching those audiences, so that the City’s business outreach, collateral, and digital presence make a clear and consistent case for doing business in Dublin. The need for an economic development brand was identified in the City’s Economic Development Strategy. The Strategy found that Dublin’s economy has historically focused on household-serving uses, government jobs, and a few larger headquarters, regional offices, and manufacturing and research and development facilities, and that the City is now positioned to pursue business and job growth in innovation-oriented industries. To support that shift, Goal 1 (Innovation Growth) calls for growing these industries “through business attraction and marketing programs,” and Strategy 1.2 calls for establishing “a business-friendly brand unique to Dublin’s economic development efforts.” The brand also supports other goals in the Economic Development Strategy. It provides a platform for promoting greenfield development opportunities in the Fallon East Economic Development Zone, as called for in Action 3.1.3, and for improving the marketing of City-offered incentives, services, and programs to existing small businesses under Strategy 6.2. Research and Stakeholder Input As part of the discovery phase, Commune conducted interviews with the Mayor and each City Councilmember; facilitated focus groups with business leaders, regional partners, and real estate professionals; met with the City’s Executive Team and Staff; and administered a survey to community members and businesses. The discovery phase also included a tour of the City and a review of existing literature and relevant materials. The research identified Dublin’s key competitive advantages, including its strategic location at the intersection of Interstates 580 and 680, access to two BART stations, reputation for safety, and a Page 2 of 6 287 File #:2026-171 Agenda Date:11/3/2026 Agenda #:5.8. highly educated workforce. Business owners also expressed positive views of the City’s business support services. These findings informed the creative brief and guided the development of the City’s Economic Development brand. Economic Development Committee Review The Economic Development Committee (EDC) received updates on the project at three key milestones, providing feedback and guidance throughout the brand development process: •December 16, 2025: The EDC reviewed the research findings, creative brief, and five initial brand concepts, providing feedback on the concepts and preferred design direction. •March 12, 2026: Staff provided the EDC a memorandum outlining refinements to the brand concepts, recommending “The Cornerstone” as the preferred direction. •October 20, 2026: The EDC reviewed the brand identity, Brand Identity Guidelines, and communications strategy (shown in Attachment 1). The Committee provided favorable feedback, supported the brand and strategy, and recommended forwarding the item to the City Council. Deliverables Over the course of the project, Commune delivered a stakeholder outreach plan, research findings, a creative brief, and multiple brand concepts. The final deliverables, reviewed by the EDC on October 20, 2026, are the brand identity, the Brand Identity Guidelines, and the communications strategy. Each is summarized below. Commune also prepared draft sample collateral, including an industry one- pager and LinkedIn post templates, which Staff will finalize as part of the next steps described later in this report. The Brand Identity “The Cornerstone” logo is a modern “D” formed by intersecting lines. It includes a negative-space “X” referencing the highway interchange, an accent square representing Dublin as a point where ideas and action meet, and a curve evoking the roads into Dublin and the surrounding hills. One version of the brand logo is shown and described in Image 1 below. Image 1. The Cornerstone Visual description: The logo is a bold, green, capital letter “D.” The left side of the letter is a straight Page 3 of 6 288 File #:2026-171 Agenda Date:11/3/2026 Agenda #:5.8. vertical bar, and the right side is a wide, rounded curve. In the lower left corner, the vertical bar stops short, and a small gold square sits in its place, separated from the rest of the letter by narrow white gaps that suggest intersecting lines. Below the letter, the word “DUBLIN” appears in large, bold, green capital letters, with “ECONOMIC DEVELOPMENT” in smaller, widely spaced gold capital letters underneath. The Economic Development brand will not replace the City’s brand. It was intentionally designed to complement it. Proxima Nova was selected as the primary typeface because of its similarity to the City’s typography, and the guidelines include co-branding lockups that pair the Economic Development logo with the City’s shamrock logo. During concept development, Staff set aside the EDC’s initially preferred concept because it risked visual confusion with the City’s existing branding and resembled a logo the Dublin Chamber of Commerce had recently introduced for one of its programs. Together, these choices are intended to make the two brands read as related rather than competing identities. Brand Identity Guidelines The Brand Identity Guidelines (Attachment 2) set the rules for using the brand consistently across print and digital materials. They include: •Logo family: Primary, horizontal, and square versions of the logo, a standalone lettermark, and versions for light and dark backgrounds. •Color system: A palette built around Dublin Green, with lime and forest green as supporting colors and gold and coral reserved for accents. An optional green-to-gold gradient is reserved for feature uses. •Typography: Proxima Nova as the primary typeface, with web typography to be confirmed during webpage design. •Logo usage rules: Clear space, minimum sizes, approved backgrounds, and examples of improper use. •Co-branding lockups: Approved pairings of the Economic Development logo and the City’s shamrock logo. In these pairings only, the Economic Development logo may be recolored to match the City’s primary green. •Application examples: Sample business cards and an Economic Development webpage showing the brand in use. Communications Strategy The communications strategy is built around a central idea, “Open Lanes for Opportunity,” which refers to removing barriers for businesses through convenient access to the regional freeway and transit network, responsive City support, and available sites and talent. Three core statements guide the brand’s messaging: ·Brand vision: To position Dublin as a city that “represents a future vision for America, strategically located at the epicenter of opportunity.” ·Brand platform: “With convenient access to major freeways and mass transit, business-friendly Page 4 of 6 289 File #:2026-171 Agenda Date:11/3/2026 Agenda #:5.8. civic leadership, and a diverse, educated workforce, the City of Dublin ensures that nothing stands in the way of you and your potential.” ·Value proposition: “In Dublin, business growth moves as swiftly and seamlessly as our roadways and transit hubs: a connected, collaborative city in the New American Backyard that attracts world-class talent and empowers it to thrive.” The strategy also includes: •Four pillars: Location, Support, Safety, and Workforce, which anchor all messaging. •Three audiences: Industry leaders, real estate professionals, and small businesses and the community, each with a tailored message: “The Intersection of Opportunity,” “Room to Grow,” and “Open for You,” respectively. •Four priority industries: Real Estate Development; Retail, Dining, and Entertainment; Life Sciences and Advanced Manufacturing; and Business Events and Travel. Real estate and retail will lead, with the other industries phased in over time. •Channel strategy: Defined roles for City-owned channels (webpages, email, and recurring content), earned media and partner outreach, paid media, and industry events and direct outreach. •Content toolkit: A message bank, standard boilerplate language, recurring LinkedIn content series, and reusable templates for success stories, press releases, industry one-pagers, newsletters, and talking points. •Review process and measurement: A content review and approval process and a framework for measuring results, described in more detail below. The strategy is also intended to support businesses already in Dublin, not only attract new ones. It builds on existing programs, such as the Small Business Spotlight, Small Business Season social media features, the Quarterly Dining Guide, and Business Anniversary Recognition, rather than replacing them, and emphasizes communicating the support the City offers to help businesses start, grow, and stay in Dublin. Implementation and Evaluation Staff is prepared to begin implementing the strategy with existing resources, in coordination with the City’s Community Engagement Team and with support from Commune under the existing agreement. To evaluate results, Staff will track awareness (such as media coverage and LinkedIn reach), engagement (such as webpage visits), action (such as business inquiries and incentive program applications), and outcomes (such as new businesses in priority industries). Because location decisions reflect many factors, the return on investment from economic development marketing builds over time and is difficult to attribute to any single activity. These metrics will help Staff assess the strategy’s impact on business attraction and retention, local revenue, and jobs, and adjust the approach as needed. Staff will continue to provide periodic progress updates to the EDC. Page 5 of 6 290 File #:2026-171 Agenda Date:11/3/2026 Agenda #:5.8. Next Steps Following the City Council’s receipt of this report, Staff will work with Commune to implement the Economic Development Marketing and Branding Strategy in support of the City’s broader economic development goals and the Economic Development Strategy. Next steps include: •Finalize new marketing collateral and apply the brand to existing materials. •Launch the brand internally through Staff training, followed by a public rollout through existing programs and communication channels. •Introduce new branded content and outreach, monitor results, and provide periodic progress updates to the EDC. STRATEGIC PLAN INITIATIVE: Priority 8: Enhanced Customer Experience Objective A: Support the implementation of the 2024 Economic Development Strategy, including pursuing growth industries. NOTICING REQUIREMENTS/PUBLIC OUTREACH: The City Council Agenda was posted. ATTACHMENTS: 1)Economic Development Marketing and Branding Strategy Presentation 2)Dublin Economic Development Brand Identity Guidelines Page 6 of 6 291 CITY OF DUBLIN, CALIFORNIA · ECONOMIC DEVELOPMENT COMMITTEE OPEN LANES FOR OPPORTUNITY Brand Strategy, Identity & Communications Plan How we got here, what we built, and what comes next Presented to the Economic Development Committee, October 20, 2026 Attachment 1 292 TODAY'S ASK Why We're Here City of Dublin Economic Development · Open Lanes for Opportunity Over the course of this project, the City and Commune ran a research-driven process to build a new economic development brand. Before anything goes public, we're bringing the full picture back to this committee. Brand guidelines The identity system: mark, color, type, and texture Strategy & communications plan Who we're talking to, what we say, and where Draft sample collateral A one-pager and LinkedIn posts — not yet ﬁnal THE ASK City Council to receive the report. 293 AGENDA What We'll Cover City of Dublin Economic Development · Open Lanes for Opportunity 01 The process How the work was done 02 What we heard Research insights and evidence 03 The strategy Objectives, platform, pillars, audiences 04 The identity Routes explored, the mark, color, and type 05 Communications plan Industries, channels, rollout, measurement 06 Brand in action Draft one-pager and LinkedIn samples 07 Next steps What comes next 294 THE PROCESS The Work Behind the Strategy Four months of discovery and research grounded every recommendation in what Dublin's leaders, businesses, and residents told us. WHAT THE DUE DILIGENCE INCLUDED Stakeholder Outreach Plan A City-approved plan and discussion guide deﬁned who we'd hear from and what we'd ask. Discovery Sessions A City tour, plus sessions with the Executive Team, real estate, agency partners, and business leaders. Stakeholder Interviews Input from the Mayor, each Councilmember, and a broad cross-section of City staff. Digital Surveys Separate surveys captured the views of community members and the business community. Research & Analysis Literature, City document, and data review, distilled into research ﬁndings. City of Dublin Economic Development · Open Lanes for Opportunity 295 WHAT WE HEARD Four Insights City of Dublin Economic Development · Open Lanes for Opportunity America's New Backyard Safe, diverse, convenient, and one of the fastest-growing communities in the U.S. Location, Location, Location Dublin's clearest advantage: the I-580/I-680 interchange plus two BART stations. Open for Business Owners are optimistic, rate City support highly, and would recommend Dublin. California: Congested The state reads as roadblocks, leaving room for a city that promises open lanes. 296 THE STRATEGY How the Research Led to the Brand City of Dublin Economic Development · Open Lanes for Opportunity FROM “Dublin is just another Bay Area suburb by the freeway.” TO “Dublin represents a future vision for America, strategically located at the epicenter of opportunity.” THE BARRIER Just Another Suburb The Tri-Valley cities all seem the same. THE INSIGHT California: Congested Opportunity and mobility grind to a halt across the state. THE ANSWER Open Lanes for Opportunity Nothing stands between you and your potential. 297 THE STRATEGY What We're Solving For City of Dublin Economic Development · Open Lanes for Opportunity BUSINESS OBJECTIVES · WHAT WE NEED TO DO Increase innovation investment Promote inﬁll investment Greenﬁeld development Increase retail vitality Hospitality expansion Support small businesses MARKETING OBJECTIVES · HOW WE WILL DO IT Awareness Get Dublin on the map Attraction Recruit target industries & retail Activation Drive use of programs & incentives Advocacy Turn owners into ambassadors 298 THE STRATEGY City of Dublin Economic Development · Open Lanes for Opportunity THE PLATFORM Open Lanes for Opportunity With convenient access to major freeways and mass transit, business-friendly civic leadership, and a diverse, educated workforce, the City of Dublin ensures that nothing stands in the way of you and your potential. VALUE PROPOSITION In Dublin, business growth moves as swiftly and seamlessly as our roadways and transit hubs: a connected, collaborative city in the New American Backyard that attracts world-class talent and empowers it to thrive. 299 THE STRATEGY Four Pillars, One Personality City of Dublin Economic Development · Open Lanes for Opportunity Four leaves on a lucky clover. Four corners where highways meet. Four pillars that set Dublin apart in the region. Location Two interstates, two BART stations. A gateway and a launchpad. Support Flexible zoning, responsive permitting, the Small Business Navigator. Safety Crime rates well below national and regional averages. Workforce 70%+ hold a bachelor's degree or higher, nearly double the state. BRAND PERSONALITY Open Accelerator Clears the path for ideas to move fast Conﬁdent Neighbor Leads with warmth, keeps its roots Practical Visionary You dream big, we make it work VOICE Conﬁdent, warm, motion-oriented 300 Priority Industries — Our Focus Now City of Dublin Economic Development · Open Lanes for Opportunity Life Sciences & Advanced Manufacturing Zeiss case study. Anchor proof + greenﬁeld and ﬂex space. Retail, Dining & Entertainment Documented demand for improved dining and retail experiences. Business Events & Travel Corporate events, meetings, and business travel. Real Estate Development “Still open lanes in a region short on land.” Inﬁll + greenﬁeld, permitting as a service. THE STRATEGY DISTINGUISHDISTINGUISH DISRUPT DISTINGUISH + SUPPORT 301 THE IDENTITY Five Concepts Explored City of Dublin Economic Development · Open Lanes for Opportunity Five identity directions were developed and reviewed. Four were not selected; The Cornerstone was selected for reﬁnement. A · NOT SELECTED All Points Dublin A four-petal clover built from colored circles, an echo of the City’s mark. B · NOT SELECTED Lane Lines A green square cut by a lane curve. C · NOT SELECTED Lane Lines A green square with a white road curve sweeping through it. D · NOT SELECTED D is for Development A D formed by a sweeping road lane curve. SELECTED The Cornerstone A D built from intersecting crossroads, with a color accented square. 302 THE IDENTITY The Cornerstone: What the D-mark Means City of Dublin Economic Development · Open Lanes for Opportunity The hidden X A negative-space X inside the mark: “X marks the spot,” and the shape the highways make where they meet in Dublin. The accent square Dublin itself, the point where ideas and actions converge. The gold signals the opportunities Dublin Economic Development makes possible. The curve The roads that wind into Dublin, and the green hills that appear on the horizon as you drive toward town. Dublin sits at the intersection of major highways and at the forefront of economic progress. The identity distills that advantage into a modern D: the cornerstone of regional progress and a forward-looking hub for innovation and investment. 303 THE IDENTITY The Cornerstone: What the D-mark Means City of Dublin Economic Development · Open Lanes for Opportunity The hidden X A negative-space X inside the mark: “X marks the spot,” and the shape the highways make where they meet in Dublin. The accent square Dublin itself, the point where ideas and actions converge. The gold signals the opportunities Dublin Economic Development makes possible. The curve The roads that wind into Dublin, and the green hills that appear on the horizon as you drive toward town. Dublin sits at the intersection of major highways and at the forefront of economic progress. The identity distills that advantage into a modern D: the cornerstone of regional progress and a forward-looking hub for innovation and investment. 304 THE IDENTITY How the Identity Evolved City of Dublin Economic Development · Open Lanes for Opportunity One direction, two colorways, tested on real applications before the ﬁnal system was set. 1 Concept review Five identity concepts explored 2 The Cornerstone Selected from ﬁve to develop 3 Round 4 reﬁnement Two colorways tested on applications, April 2026 4 Final system Brand Identity Guidelines v1.0, May 2026 COLORWAY #1 Terracotta accent A terracotta accent square, tied to the City's updated primary color palette. PROPOSED RATIO Green 65–75% · Neutral 15–25% · Gold 5–10% · Terracotta 3–5% max COLORWAY #2 Gold accent + gradient A gold accent square with a green-to-gold gradient, and no terracotta. PROPOSED RATIO Green 65–75% · Neutral 15–25% · Gold 5–10% 305 THE IDENTITY Color & Typography City of Dublin Economic Development · Open Lanes for Opportunity COLOR · THE DUBLIN PALETTE TYPE Proxima Nova Thin to Black: eight weights Chosen for its close match to the City of Dublin's own typography. The DUBLIN wordmark uses Proxima Nova Bold, modiﬁed. COLOR RATIO GUIDE Green #1cb24b PMS 361 C Primary Lime #8dc63f PMS 368 C Secondary green Forest #0a7c3f PMS 7732 C Dark green Gold #ffc659 PMS 135 C Logo accent Coral #c74e42 PMS 7417 C Accent only White / Neutral 35%Forest 20%Lime 18%Gold 15%Coral 12% Coral and Gold are signal colors, not ﬁlls: use them for the logo accent, icons, bullets, dividers, and callouts, never large backgrounds or long text. An optional green-to-gold gradient is reserved for hero moments. 306 COMMUNICATIONS PLAN The Plan on a Page THE STRATEGY Open Lanes for Opportunity Nothing stands in the way of you and your potential. Freeway and transit access, business-friendly leadership, and a diverse, educated workforce. PRIORITY VERTICALS MEDIA STRATEGY EVENTS AND CONFERENCES Life Sciences & Adv. Mfg. Retail, Dining & Ent. Business Events & Travel Real Estate Development Site Lines Open for Business Open Lanes Insights Property, development, and market-data posts. Owner success stories & testimonials.Listicle-style thought leadership built on pillars and data. LINKEDIN CONTENT City of Dublin Economic Development · Open Lanes for Opportunity ICSC Monterey Large regional retail real estate event RETAIL · REAL ESTATE CALED Annual California's premier economic development conference. ECON DEV · PEERS Startup Tri-Valley Regional tech forums reaching founders and operators. IT · SOFTWARE · ADVANCED MANUFACTURING Owned Webpage, content engine, email DISTINGUISH Earned Media relations, partner ampliﬁcation DISRUPT + DISTINGUISH Paid Digital, out-of-home DISRUPT + SUPPORT Events & Direct Industry events, community, outreach ALL TASKS SUCCESS METRICS Awareness DISRUPT Media impressions, video completion; aided awareness, branded search volume. Engagement DISTINGUISH Webpage sessions, report downloads; Development Digest open rates; event booth interactions and tour requests. Action SUPPORT Qualiﬁed business inquiries; Small Business Navigator engagements; incentive program applications; site visits scheduled. Outcomes RESULTS New business licenses by target vertical; leases/transactions in priority areas; jobs and investment 307 COMMUNICATIONS PLAN Rollout & Measurement City of Dublin Economic Development · Open Lanes for Opportunity FISCAL YEAR 2026-27 ROLLOUT Foundation & build Web updates, lists, launch prep Brand launch Launch push + media, building on existing tactics and programs Always-on Stories, LinkedIn, digests, existing programs Events & paid Industry events + paid ﬂights HOW WE MEASURE SUCCESS Awareness DISRUPT Media placements, paid reach, branded search, broker awareness pulse Engagement DISTINGUISH Webpage sessions, report downloads, Development Digest opens Action SUPPORT Qualiﬁed inquiries, Navigator engagements, incentive applications Outcomes RESULTS New business licenses by vertical, leases, hotel pipeline, jobs 308 BRAND IN ACTION Physical: Industry One-Pager Template City of Dublin Economic Development · Open Lanes for Opportunity DRAFT FLEXIBLE ONE-PAGER FORMAT FRONT Hook, four pillar bars, anchor story BACK Data table, opportunities, 580/680 map, call to action “In a region that's out of land, Dublin still has open lanes.” From the Real Estate Development playbook. Designed for ICSC and broker roundtables: a design sample of what the City would hand to site selectors and tenant reps. 309 BRAND IN ACTION Digital: LinkedIn Presence City of Dublin Economic Development · Open Lanes for Opportunity SIX RECURRING SERIES · LONG-TERM TARGET Open Lanes Insights Thought leadership on pillars and data Site Lines Featured sites and market data Open for Business Business-owner success stories Navigator Notes Permits, incentives, programs Backyard Stories Community, events, and culture Destination Dublin Visitor economy and hospitality 310 RECURRING SERIES Open Lanes Insights Post Templates City of Dublin Economic Development · Open Lanes for Opportunity Template design toolkit for the City team to share thought leadership on pillars and data with a ﬂexible set of designs. Cover with image Post list with numbers Person spotlight Location spotlight Cover solid 311 Next Steps City of Dublin Economic Development · Open Lanes for Opportunity STEP 1 Finalize collateral Complete the one-pager and LinkedIn set; build the remaining kit. STEP 2 Launch the brand Internal launch, then the public push with media. STEP 3 Run the calendar Always-on content, events, and quarterly reporting. REQUESTED ACTION City Council to receive the report. 312 CITY OF DUBLIN, CALIFORNIA Dublin Economic Development Brand Identity Guidelines Version 1.0 · May 2026 DUBLIN E C O N O M I C D E V E L O P M E N T Attachment 2 313 Dublin Economic Development — Brand Identity Guidelines Page 2 CONTEXT Brand Strategy & Positioning OPEN LANES FOR OPPORTUNITY Source: Commune + the City of Dublin, Brand Identity Concept Review, February 2026 With convenient access to major freeways and mass transit, business-friendly civic leadership, and a diverse, educated workforce, the City of Dublin ensures that nothing stands in the way of you and your potential. BUSINESS LEADERS Decision makers in tech, biomedical device, and advanced manufacturing WHERE'S DUBLIN? Lower awareness of Dublin and its strategic location in the Tri-Valley region DISRUPT Get Dublin on the map for leaders who may not have us top of mind THE INTERSECTION OF OPPORTUNITY Highlight Dublin's rapid growth, talented workforce, and ideal strategic location. REAL ESTATE Decision inﬂuencers in the corporate real estate industry WHY DUBLIN? Not as familiar with what makes Dublin unique within the region DISTINGUISH Highlight what makes Dublin distinct from other cities in the region ROOM TO GROW Reinforce location advantage, focusing on real estate, greenﬁeld, and development SMALL BUSINESSES / COMMUNITY Local businesses, startups, and broader com- munity stakeholders OVERWHELMED Inspired to start a business but feeling intimi- dated to navigate the complexities SUPPORT Demonstrate all the ways the City of Dublin is helping business thrive OPEN FOR YOU Communicate all the ways Dublin supports individuals' pursuit of their potential THE AUDIENCE AUDIENCE BARRIERS COMMS TASK COMMS STRATEGY 314 Dublin Economic Development — Brand Identity Guidelines Page 3 01 Logo Family PRIMARY LOCKUPS — STACKED Full color · White / light backgrounds SECONDARY SQUARE 1:1 LOCKUP Horizontal · Dark backgrounds LETTERMARK — ISOLATED ICONS Reversed · Green ﬁeld E C O N O M I C D E V E L O P M E N T DUBLIN E C O N O M I C D E V E L O P M E N T DUBLIN E C O N O M I C D E V E L O P M E N T Full color · White / light backgrounds / secondary uses such as social applications DUBLIN E C O N O M I C D E V E L O P M E N T E C O N O M I C D E V E L O P M E N TFull color · White / light backgrounds. 1:1 should only be used on larger sized applications to maintain type legibility. Standalone lettermark may be used without text at the designer's discretion. SECONDARY 2 X COLOR OPTIONS FOR DARK BACKGROUNDS E C O N O M I C D E V E L O P M E N T DUBLIN E C O N O M I C D E V E L O P M E N T DUBLIN E C O N O M I C D E V E L O P M E N T 315 Dublin Economic Development — Brand Identity Guidelines Page 4 02 The Cornerstone — Mark Rationale 1 THE HIDDEN X 2 THE ACCENT SQUARE 3 THE CURVE The mark contains a hidden, negative-space X, alluding to the idea of "X marks the spot"and the shape formed by the highways that meet in Dublin. The square represents Dublin itself - a point where ideas and actions converge.The use of the city's secondary color emphasizes the golden opportunities made possible by Dublin ED. The curve of the roads that wind into Dublin and the green hills that appear along the horizon driving toward townDUBLIN E C O N O M I C D E V E L O P M E N T Dublin is a nexus point in California, sitting at the intersection of major highways and at the forefront of economic progress. This identity distills Dublin's advantage into a strong, modern interpretation of the letter D, formed by intersecting lines that suggest connection, founda- tion, and direction. Colors and pathways radiate outward and return inward, reﬂecting Dublin as both a launching pad and a home base. This identity reinforces Dublin as the cornerstone of regional progress and a stable, forward-looking hub for innovation and investment. 316 Dublin Economic Development — Brand Identity Guidelines Page 5 03 Color System PRIMARY BRAND PALETTE #d4f0df #a8e0be #6dca92 PMS 361 C #1cb24b C78 M0 Y100 K2 #168a3a #0a5e27 Dublin Green Primary #f3fae0 #daf2b0 #b5e06c PMS 368 C #8dc63f C50 M0 Y100 K0 #6da030 #4e7322 Dublin Lime Secondary green #d5eadc #a0ccb0 #55a07b PMS 7732 C #0a7c3f C89 M27 Y100 K14 #076030 #044420 Dublin Forest Dark green #f9e8 #edb8 #d978 PMS 135 C #c659 #c659C0 M22 Y65 K0 #cc9a30 #906a20 Dublin Gold Use sparingly for logo accent #f9ebe9 #f0c4bf #dc8c84 Logo Accent #c74e42 PMS 7417 C #a03530 #702422 Dublin Coral Accent color only COLOR RATIO GUIDE — 5 COLORS + OPTIONAL GRADIENT White / Neutral 35%Forest 20%Lime 18%Gold 15%Coral 12% + Optional gradient — hero moments only, never tiled or repeated. These percentages are a guide only. Applications can be adjusted per the designer's needs or end use. ACCENT COLOR USAGE RULES — Signal colors, not ﬁll colors Coral + Gold belong on: Logomark accent square Bullet points and icons Underlines and section dividers Callout labels ("New", "Key Stat") Button hover · Link underlines Emphasis on charts or visualizations Never Coral + Gold for: Large background ﬁlls Long body text blocks Primary UI element ﬁlls Navigation backgrounds Full-width banners or headers More than one data series or label C16 M83 Y78 K4 317 Dublin Economic Development — Brand Identity Guidelines Page 6 04 Typography PRIMARY TYPEFACE SECONDARY TYPEFACE FOR WEB TBD TYPE SCALE STYLE SPECIMEN SPECIFICATIONS Display Dublin Grows 36px · Black Heading 1 OPEN FOR BUSINESS 26px · Bold Heading 2 Business Resources 18px · Bold Subheading Economic Development Programs 14px · Semibold Body Dublin oers direct access to Bay Area talent, infrastructure, and business-friendly leadership.13px · Regular Label SECTION LABEL · CATEGORY TAG 11px · Bold · +0.15em tracking Proxima Nova Black · +0.05em WORDMARK LOCK — These settings are ﬁxed in the master ﬁles and may never be changed DUBLIN — Proxima Nova Bold Modiﬁed · All caps · Letter-spacing +0.05em ECONOMIC DEVELOPMENT — Proxima Nova Semibold · All caps · Letter-spacing +0.2em Do not re-kern, substitute fonts, alter proportions, or change any typographic setting to the logo or wordmark. E C O N O M I C D E V E L O P M E N T Proxima Nova Selected for the primary wordmark and typographic system because of its close proximity to typography in the primary branding system for the City of Dublin. Once the work on front-end web design is complete, this section can be updated with any font pairings or rules the web designer and developer prefer. 318 Dublin Economic Development — Brand Identity Guidelines 05 Logo Usage CLEAR SPACE Maintain minimum clear space of x (50% height of the letter D) on all sides. No text, imagery, or graphic elements may intrude on this zone. MINIMUM SIZES PRINT DIGITAL Approved Usage Never Do This ✓Use on white, near-white, or light neutral backgrounds × Stretch or distort the mark in any direction ✓Use gradient mark as the default primary expression × Recolor the gradient or alter individual colors ✓Use reversed (white) version on Dublin Green backgrounds × Add drop shadows, outlines, glows, or eects ✓Scale proportionally using locked master ﬁles only × Place on busy photography without adequate clear space ✓Use on green tint backgrounds (#d4f0df or lighter)× Separate the logomark from the wordmark in lockup ✓Use full-color mark on dark/near-black backgrounds × Use below minimum size thresholds · Rotate the mark E C O N O M I C D E V E L O P M E N T E C O N O M I C D E V E L O P M E N T DUBLIN E C O N O M I C D E V E L O P M E N T E C O N O M I C D E V E L O P M E N T DUBLIN E C O N O M I C D E V E L O P M E N T E C O N O M I C D E V E L O P M E N T For the 1:1 lockup, a 1-inch minimum height is recommended. For the primary rectangular lockup, a 0.5-inch minimum height is recommended. For the 1:1 lockup, a 300px minimum height is recommended. For the primary rectangular lockup, a 200px minimum height is recommended. 319 Dublin Economic Development — Brand Identity Guidelines Page 8 06 Color + Application Examples 320 Dublin Economic Development — Brand Identity Guidelines Page 9 06 Color + Application Examples White / Neutral 35%Forest 20%Lime 18%Gold 15%Coral 12% CITY OF DUBLIN, CALIFORNIA dublin.ca.gov · City Services · Report an Issue Why Dublin Business Incentives Programs Resources Get Started OPEN LANES FOR OPPORTUNITY Where Roads Converge, Ideas Thrive. At the intersection of I-580 and I-680, with two BART stations, zero payroll tax, and a business-friendly city government — Dublin is the Bay Area's most open door. Explore Incentives Talk to a concierge No Payroll Tax Business-friendly civic environment No Utility Tax Lower operating costs for businesses 2 BART Stations Direct Bay Area access downtown I-580 × I-680 Situated at the Tri-Valley Crossroads HOW CAN WE HELP? We're in Your Corner From your first idea to your grand opening and beyond. Dublin's Economic Development team offers free, personalized support at every stage. Business Concierge Program Learn about the Concierge Program Small Business Navigator Explore the Navigator Program Business Incentives See all business incentives E C O N O M I C D E V E L O P M E N T Free, one-stop assistance through every phase of business development. Our team coordinates Economic Development, Community Development, Fire, and Public Works — so you don't have to navigate it alone. Free, on-call technical support matched to your speciﬁc business needs — accounting, marketing, operations, HR, and more. Qualiﬁed consultants, zero cost to you. No payroll tax. No utility user tax. Trac fee deferrals, PACE clean energy ﬁnancing, commercial facade improvement grants, and sales tax sharing for qualifying businesses. Azure / Web Highlight 2-5% — WEB ONLY ACCENT — 321 Dublin Economic Development — Brand Identity Guidelines Page 10 07 Co-Branding Logo Lockups E C O N O M I C D E V E L O P M E N T E C O N O M I C D E V E L O P M E N T E C O N O M I C D E V E L O P M E N T DUBLIN D E V E L O P M E N T This page provides approved co-branding lockup options for pairing the Dublin Economic Development logo with the City of Dublin parent brand, including the established shamrock mark. Only when used in these pairings, the Dublin Economic Development logo and wordmark may be recolored (Dublin Lime shade variant #6da030) to match the primary green of the City of Dublin brand, helping create a more uniﬁed and consistent relationship between the department and the City. Uses may include logo grids, email signatures, headers and footers of presentations or documents (or any other application suited per the discretion of the designer). E C O N O M I C 322 Dublin Economic Development — Brand Identity Guidelines Page 11 08 Additional Applications Additional Applications to be added upon approval. 323