Brand Guidelines

The City of Boulder audience includes all people who live, work, play and visit in Boulder. As an organization that serves the public, we do our best to consider the needs of everyone.

Local government audience members generally aren’t as familiar with the internal organization and processes. To help avoid confusion, we emphasize a One Boulder approach when describing programs and projects. Use the City of Boulder as the subject as often as possible. If you need to be specific, use a complete department name, rather than referring to specific city workgroups (e.g. City of Boulder Communication and Engagement Department).

Some of our audience groups include:

• Those who live in Boulder: renters, homeowners, students and people experiencing homelessness
• People who work in Boulder
• City employees
• City leadership
• City Council
• Boards and commissions
• Businesses
• Visitors
• Prospective residents
• Volunteers
• Peer cities and partner organizations, such as the University of Colorado Boulder

A brand voice is how we evoke our unique personality as an organization. The City of Boulder brand voice is inspired by the city’s vision, values and objectives: We are creative, helpful, welcoming, accessible and knowledgeable.

Several guiding principles define our brand voice and support quality public service. We strive to follow these principles to help support a consistent citywide brand voice.​

Equitable

Basic and pertinent information is available through multiple channels and in multiple languages.​ All Communications:​

• Are inclusive, welcoming, compassionate and understanding. ​
• Are accessible and support the city’s racial equity work. ​
• Support the physical and mental well-being of community members. ​

Recognizable

• Community members can distinguish our organization's programs, policies and programs from other Boulder entities.​

Consistent

• All communications support the City of Boulder Brand Strategy and adhere to the City of Boulder Brand Identity.​

Clear

• We avoid jargon or "city speak" so everyone understands. Communications are efficient and concise.​

Informative

• We provide background context. We point to resources for more information. ​

Accurate

• We check for accuracy and share information that is evidence-based, transparent, correct and truthful. ​

Engaging

• Content is compelling, interesting, and holds attention. Communications support informed decision-making for community members. ​

Sustainable

• We are mindful of natural resources and use them in a manner that does not deplete them over time. ​

Innovative

• Communication tactics and strategies are based on the latest information and best, most effective practices. We continually learn to help improve service to the community. ​

Our communication is easier for people to understand when we write in a simple, clear and consistent style. Here is how we strive to write:

• Follow the City of Boulder Writing Style Guide for all internal and external communication.
• Follow the City of Boulder Web Content Guide for web content.
• Use AP Style with some city-specific exceptions.
• Write, design and share based on the needs of community members.
• Provide the full story, prioritizing openness and transparency.
• Use clear, simple language. Use acronyms sparingly.
• Write at an 8th grade reading level so our content is easy to understand.
• Use active voice.
• Use contractions.
• Be conversational yet professional.
• Be concise:
  • Paragraphs should have 2-3 sentences max. Sentences should be less than 10 words with one complete idea. Longer sentences should be broken down into shorter ones.
• Link to resources for more details and information.
• Use a One Boulder approach, emphasizing the City of Boulder organization first and departments and work groups second, and only when more specifics are needed.