dhs_style_guide 2

DISTRICT OF COLUMBIA
DEPARTMENT OF HUMAN SERVICES
USER EXPERIENCE DESIGN GUIDELINES:
DHS STYLE GUIDE
www.DHS.DC.gov
Published 2016
DHS Office of the Director

USER EXPERIENCE DESIGN GUIDELINES:
DHS STYLE GUIDE
PURPOSE
This Style Guide is meant to provide examples of how the Department of Human Services
(DHS) brand should be portrayed visually in print and online. Adhering to the Style Guide
is essential to ensure our communications have a common look that will help reinforce our
brand and our unique identity. External parties, DHS employees and stakeholders who
communicates to our DHS audiences should follow this Style Guide.
The Office of the Director (OD) publishes this Style Guide. The Office
reserves the right to request revisions to any communication products
bearing the DHS name that violate the guidelines contained herein.
DESIGN AND CONTENT STRATEGY
• Unify the user experience and establish the DHS brand across agencies
• Set the category standard for best-practices, usability and design
• Demonstrate the Department’s commitment to customer service and transparency
EDITORIAL VOICE AND TONE
DHS prides itself on the services it provides to residents and visitors. The tone of DHS must
be consistent and reflect the high standards for these services.
The tone of DHS is respectful, helpful
and informative.
-RESPECTFUL:
Think about being warm, engaging and sincere. If your publication could speak, would a
customer want to engage in a conversation?
-HELPFUL:
Think about replicating the best customer service experience you ever had. Be patient, be
sensitive to the customer’s situation, be supportive, and be willing to provide assistance.
-INFORMATIVE:
Think about gaining the customer’s trust by delivering timely, reliable, official, accessible and
authoritative information.

TABLE OF CONTENTS
01
02
03
04
05
Logo Usage.......................................1
Typeface: Font Usage.......................4
Document Templates.......................6
Email Protocol................................11
Communication Services...............13
Request Form

DEPARTMENT OF HUMAN SERVICES 2012 LOGO
One of the marks below should be used on every communication from DHS.
LOGO USAGE:
OFFICIAL LOGO
The DHS logo is intended to be used as the primary mark to identify the Department and should be used in most
instances. The logo should only be reproduced in black, red (PMS 187), blue (PMS 3015) or reversed to white.
Pantone 187 Red
Pantone 3015 Blue
Black
Red: C-0 M-100
Y-7 K-20
Pantone 187 Red
Black
Red: C-0 M-100
Y-79 K-20
Black
Black: C-100 M-100
Y-100 K-100
White
White: C-0 M-0
Y-0 K-0
Blue: C-10 M-30
Y-0 K-20
Black: 30% and 100%
COLOR: PRIMARY PALETTE
The primary DHS colors are “Red and Blue.” While it should be used for the DHS logo whenever possible, it need not
be the dominant color in communications. Complementing colors would be gray, black or white. Wherever possible
use Pantone ® Matching System (PMS or spot) colors for the most accurate color matching. CMYK values have been
provided for four-color printing. In addition, RGB and HEX values are indicated for screen and Web applications.
PMS 187
C:0 M:100 Y:79 K:20
R:196 G:18 B:48
HEX: c41230
PMS 3015
C:100 M:30 Y:0 K:20
R:0 G:115 B:174
HEX: 0073ae
1

LOGO USAGE:
OFFICIAL LOGO
LOGO USE VIOLATIONS
Consistent and proper usage of the logo is essential to maintaining the integrity of the Department of Human
Services brand. The official logos may not be altered in any way. The following examples illustrate unacceptable
usage or variations.
DO NOT enlarge JPEG
or GIF Logo files to get
to a desired size. Always
reproduce the logo in
the highest quality
possible.
DO NOT distort, stretch
or scale the height or
width of the logo
disproportionately.
DO NOT turn, rotate
or tilt the logo.
DO NOT Change the
color of the logo.
DO NOT reproduce
the logo on complex
backgrounds.
DO NOT apply graphic
effects to the logo.
Do not reproduce the
logo with a drop shadow.
Do not use the logo as
a background or
watermark.
Office of Communications
DO NOT customize the
logo by adding individual
office or department names.
2

LOGO USAGE:
OFFICIAL LOGO
DEPARTMENTAL IDENTIFIERS
The development and use of separate logos to represent individual units or programs is prohibited. However, the
DHS branding system allows other major units to utilize a “departmental identifier.” The identifier includes the black
version of the DHS logo in conjunction with a line of type set in Calibri all caps to identify a specific department or
program. The minimum acceptable size follows the guidelines for the minimum size of the 2012 logo.
There are two acceptable variations for these identifiers: Requests for artwork for a departmental identifier should be
directed to the Office of the Public Information Officer (OPIO).
ECONOMIC SECURITY ADMINISTRATION (ESA)
ECONOMIC SECURITY
ADMINISTRATION (ESA)
LOGO SIZE/SPACING MINIMUM SIZE USAGE
The minimum size for using the DHS Logo is .75” wide or 150 pixels
wide on screen. .75”
PRINT REPRODUCTION QUALITY
Care should be taken to ensure the quality of all printed materials bearing the DC Department of Human Services logo.
• To preserve the integrity of the logo, all print reproductions must be made from high-resolution
files available for download.
• Use only the solid black/white version of a logo when reproducing materials on a photocopier or fax machine.
The shaded/screen version will result in poor quality.
Use the shaded screen version of the logo ONLY when printing original documents
directly from a laser printer, offset press, or other high-quality printers.
3

TYPEFACE:
FONT USAGE
PRIMARY TYPEFACES
Calibri Light
Calibri Regular
Calibri Italic
Calibri Bold
Calibri Bold Italic
Cambria Regular
Cambria Italic
Cambria Bold
Cambria Bold Italic
Calibri and Cambria are sans serif and serif typefaces that provide the DHS brand with a contemporary interpretation of
classic sans serif and serif type. Its varying weights and corresponding italics make it ideal for text and headlines.
ALTERNATE TYPEFACES
Times New Roman Regular
Times New Roman Italic
Times New Roman Bold
Times New Roman Bold Italic
Arial Regular
Arial Italic
Arial Bold
Arial Bold Italic
In cases where the primary typefaces are not available, Times New Roman and Arial may be substituted. The use of
these alternative typefaces should be limited to body copy, general business documents, and electronic media such
as PowerPoint presentations, email or e-newsletters and the Web. These alternative typefaces should not take the
place of the primary typefaces in marketing communications that are used to build the brand of DHS.
4

TYPEFACE:
FONT USAGE
Typography: Headings
h1 Heading 1 44pt
h2 Heading 2 36pt
h3 Heading 3 28pt
h4 Heading 4 18pt
h5 Heading 5 16pt
h6 Heading 6 12pt
font-weight: bold; color: #000000;
letter-spacing: -1pt; or -0.05em;
5

DOCUMENT TEMPLATES:
STATIONARY
DHS business cards and letterhead will be used for all departmental external communications. Business cards will
bear individual names and titles. Calibri font type is used on all DHS stationary.
Requests for departmental letterhead should be directed to the OPIO.
John Doe
SOCIAL SERVICE REPRESENTATIVE
Economic Security
Administration
202.555.5555 :office
202.555.5555 :cell
john.doe@dc.gov
64 New York Avenue, NE
Washington, DC 20002
dhs.dc.gov
@DCHumanServ
** All promotional items and publications/communications (such as advertising, posters, flyers, T-shirts newsletters and brochures)
that promote DHS must use our Departmental brand logo. Branding MUST NOT be altered to accomodate the publication.
The DHS logo must always be displayed on our branding at all times.
All DHS communications will be coordinated and leveraged to achieve the maximum impact. This means that no department can
“opt out” of the DHS brand.
6

DOCUMENT TEMPLATES:
POWERPOINT
This PowerPoint template has been drafted for use of DHS staff to effectively generate consistent training materials
and documentation. The branding is intended to be used for all PowerPoint presentations unless otherwise
indicated and approved by a member of executive team. Downloadable template can be found on the DC Intranet.
Cover Slide
DC Department of Human Services
TITLE HERE
www.dhs.dc.gov @DCHumanServ
Body Slide
- Header font size: 44pt
- Sub Header font size: 28 pt
- All other bulleted font size: 21 pt
or 18 pt if needed for space.
www.dhs.dc.gov @DCHumanServ
** All promotional items and publications/communications (such as advertising, posters, flyers, T-shirts newsletters and brochures)
that promote DHS must use our Departmental brand logo. Branding MUST NOT be altered to accomodate the publication.
The DHS logo must always be displayed on our branding at all times.
All DHS communications will be coordinated and leveraged to achieve the maximum impact. This means that no department can
“opt out” of the DHS brand.
7

DOCUMENT TEMPLATES:
MICROSOFT WORD
This Microsoft Word template has been drafted for use of DHS staff to effectively generate consistent training materials
and documentation. The branding is intended to be used for all one pagers and/or presentations unless otherwise
indicated and approved by a member of executive team. Downloadable template can be found on the DC Intranet.
Government of the District of Columbia
Department of Human Services
Department Name
TITLE HERE
Place Text Here
** All promotional items and publications/communications (such as advertising, posters, flyers, T-shirts newsletters and brochures)
that promote DHS must use our Departmental brand logo. Branding MUST NOT be altered to accomodate the publication.
The DHS logo must always be displayed on our branding at all times.
All DHS communications will be coordinated and leveraged to achieve the maximum impact. This means that no department can
“opt out” of the DHS brand.
8

DOCUMENT TEMPLATES:
BROUCHURE
Remember to use Cambria, Calibri, Times New Roman or Arial for headers and general text. If you are sending your
job to a printer, request uncoated #80 text weight paper. If you are printing in your office, use the heaviest stock you
have between 20 lb. and 80 lb. paper.
Images can have a powerful effect on the audience and draw more attention to your brochure. Please use appropriate
images in your brochures. Note that there is space on the back of each brochure for you to add unit-specific contact
information. Requests to create or update a brochure must be sent to the office of the OPIO.
9

DOCUMENT TEMPLATES:
FACT SHEETS
All Fact Sheets will be found on the DHS website (www.dhs.dc.gov). Requests to create or update a fact sheet must be
sent to the office of the OPIO.
** All promotional items and publications/communications (such as advertising, posters, flyers, T-shirts newsletters and brochures)
that promote DHS must use our Departmental brand logo. Branding MUST NOT be altered to accomodate the publication.
The DHS logo must always be displayed on our branding at all times.
All DHS communications will be coordinated and leveraged to achieve the maximum impact. This means that no department can
“opt out” of the DHS brand.
10

EMAIL PROTOCOL:
SIGNATURE
Consistent email signatures deliver a visually coherent look across DHS agencies and offices. Just as our business
cards follow a standardized approach, email signatures should be consistent. Consider your email
signature your digital business card, and include the appropriate information.
EMAIL SIGNATURES SHOULD INCLUDE:
- Your name - Postal address
- Job title - Office number
- Department - Cell number (if applicable)
- Name of Company - Fax number (if applicable)
Please note the following guidelines:
• Personal quotations or philosophical statements should not be included as part of your signature.
Your signature is a direct representation of the DC Department of Human Services.
• Watermarked, colored or photographic backgrounds in emails are not permitted as they often make
correspondence difficult to read and are not always compatible with other email programs.
• Preferred font and size: Cambria 12 point.
• Your email address is not encouraged as it is included in your email message
• When applicable, professional designations or certifications may be placed directly after your name.
For example: Jane Doe, FAIA.
• When required, the confidentiality clause can be included at the bottom of the signature.
SAMPLE SIGNITURE:
John Doe
Program Support Assistant
Office of the Director
DC Department of Human Services
O: 202.555.5555
C: 202.555.5555
Web: www.dhs.dc.gov
Twitter: https://twitter.com/DCHumanServ
Facebook: https://www.facebook.com/DHSDC/?fref=ts
Instagram: https://www.instagram.com/DCHumanServ/
Blog: https://medium.com/@DCHumanServ/
CONFIDENTIALITY NOTICE: This email communication may contain private, confidential, or legally privileged information intended for the sole use of the
designated and/or duly authorized recipient(s). If you are not the intended recipient or have received this email in error, please notify the sender immediately
by email and permanently delete all copies of this email including all attachments without reading them. If you are the intended recipient, secure the contents
in a manner that conforms to all applicable District of Columbia, state and/or federal requirements related to privacy and confidentiality of such information.
11

EMAIL PROTOCOL:
OUT OF OFFICE
If you are planning to head out on vacation or step away from your office for a few days- creating an
out of office autoresponder email message is essential.
An autoresponder email message is a notification that you give when you are out of the office.
These messages typically offer the following information:
• How long the you will be unavailable (dates, etc.,)
• Who to contact in your absence
• Your return date
SAMPLE 1
[Your Greeting]
I will be out of the office starting (Starting Date) through (End Date) returning(Date of Return).
If you need immediate assistance during my absence, please contact (Contacts Name) at (Contacts
Email Address). Otherwise I will respond to your email as soon as possible upon my return.
Warm Regards,
[Your Name]
SAMPLE 2
[Your Greeting] Thank you for your email. I’m out of the office and will be back at (Date of Return).
During this period I will have limited access to my email.
For immediate assistance please contact me on my cell phone at (your cell phone number).
Best Regards,
[Your Name]
SAMPLE 3
[Your Greeting] Thank you for your email. Your message is important to (Us/Me) and (I/We) will
respond as soon as possible.
Thank You!
[Your Name]
12

COMMUNICATION SERVICE
REQUEST FORM
Please fill out a Communication Service Request Form when requesting a work order for digital and print publications.
Simply type the information into the form, save, and send it to Jonell Kirk or Dora Taylor at jonell.kirk@dc.gov or dora.
taylor2@dc.gov. There is no need to submit a hard copy. Keep in mind that we cannot begin a project until we receive
the work order and text. It is useful to keep an archive of your submitted work orders so that you can “save as” for future
work, or for jobs that you will request annually.
Below is a selection of the job types you can request from the Director’s Office. If your project needs are not addressed
here, please feel free to contact us to discuss your ideas.
• Brochures
• Flyers
• Invitations
• Programs
• E-mail Banners
• Signage/Posters
(including electronic
signs, a.k.a. e-signs)
Name:
Email:
Phone (work):
The District of Columbia
COMMUNICATION SERVICE REQUEST FORM
Please use this Communication Service Request Form to submit requests to the Office of the Public Information Officer.
Production times vary according to service request. Please allow a minimum of two weeks prior to your requested deadline.
GENERAL INFORMATION
Department:
Phone (cell – optional):
Date of order:
Specific calendar date final piece is needed:
Department account # to be charged for vendor services (e.g. printing, mailing – if applicable):
Name of Supervisor who has approved moving forward with project:
PROJECT INFORMATION
Please answer all applicable questions below to the best of your ability:
• Which best describes this project? (Check all that apply.)
q New design
q Re-design of a pre-existing piece
(Please provide a sample of the original piece.)
q Content revision to a pre-existing piece
(Please provide a sample of the original piece.)
q Exact reprint of a pre-exisiting piece
(Please provide a sample of the original piece.)
q Brochure/flyer
q Viewbook
q Graphics for merchandise
q Fact sheet/form
q Certificate/plaque
q Program
q Invitation/Save-the-Date card
q Postcard
q Poster
q Newsletter
q E-communication
q Print advertisement
q Photography
q Banner/display
q Marketing consultation
q Other
Note: If a “new design” is requested, please be prepared to provide samples of existing collateral to illustrate your ideas.
• Which service(s) is needed? q Consultation q Writing q Editing q Graphic Design q Photography q Illustration
• If “Graphic Design,” which of the following will you provide? q Text (subject to editing by PIO) q Photography
q Other
• Purpose of piece:
• Audience for piece:
• If photography will be used, is there existing photography available? q Yes q No q I don’t know
• Please specify the names of individuals who are required to review/proof prepared materials:
• Do you have a budget for this job? q Yes q No If “yes,” the amount is:
FOR OFFICE USE ONLY
Size: Flat Folded q One-sided q Two-sided
Paper stock: Brand, finish (e.g. glossy, uncoated, etc.), weight (e.g. 80# text, 100# cover, etc.)
Quantity: Colors: q Black & white q Color ( ___ offset ___ digital)
Will mailing services be required? q Yes q No If yes, will production of an envelope be required? q Yes q No
If electronic art is needed, which format? q pdf q jpg q tif q eps q other Required resolution? dpi
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