2021 Brand Hub

The ICMA Annual Conference is ICMA’s signature event, bringing together thousands of local government professionals. It is said that members often refer to the conference as “going to ICMA.” This brand guide will help designers represent the conference as the signature ICMA event, and offer visual consistency of the conference journey. Our goal is to ensure that potential viewers connect the visual design with ICMA’s master brand, which has been shown to inspire brand loyalty among members, partners, and attendees. This page offers logos, colors, graphic elements, and examples, to help show decorators and designers create a seamless conference experience.

The ICMA Annual Conference uses a distinctive logomark that locks up the ICMA Master brand logo with year of the Annual Conference. There are three accepted versions of the logo to use: blue and gray (the gray is the small square in the center of the “C” and the rule separating the sections of the logo. Two reversed versions can also be used — in a blue block and in a teal block. In that case all logo elements are white.

ICMA’s general conference logomark should be used in combination with the Annual Conference logomark. Please use both where space allows. The general conference logomark should be used smaller and appear in the bottom or footer area of collateral or signage.

Do not co-brand the 2021 Annual Conference logomark or the ICMA conference logomark with ICMA’s partners, or attempt a logo lockup. Co-branding opportunities should be between ICMA and the partner, and that relationship should be reflected through use of the ICMA master brand logo. Use one of the three approved versions below. Clear space should be allowed around all sides — matching the height of the logo.

ICMA master brand logos can be used in place of the conference logomark for these reasons:

1. When the piece you are designing is representative of ICMA as a whole, not specifically the conference.
2. When using the conference logo in conjunction with the rest of the text in the project makes it redundant.
3. When there is a need to co-brand with another organization or partner.

The primary ICMA brand font and the Annual Conference’s font is Lato. Lato is included with Adobe Fonts and can be activated there. Multiple weights are allowed to provide contrast and create hierarchy in content. Headlines should use all caps in Heavy or Black, while smaller body copy works best in Regular or Medium. Light should be used sparingly on light or white backgrounds. Refer to the layout examples on this page.

The ICMA Annual Conference primary brand colors are drawn from the ICMA master brand palette: master blue and teal, with green, orange and yellow as highlights to add vibrancy. Tints should be avoided, but can be used if needed for contrast or legibility.

ICMA’s Annual Conference brand employs the use of gradients to add color and dimension. Using gradients is not required but are an option to highlight content as needed. High resolution PNGs are provided for download of the four approved gradients.

Gradients can be layered with photos. Be careful to adjust opacity and other effects to make sure both photos and gradients compliment the content and retain legibility.

The ICMA 2021 Annual Conference brand has graphic elements that can be used  with photos and gradients.

The photos for 2021 Annual Conference design work should fall into one of two categories. First, highlighting the beauty of the Portland skyline. These images provide a gorgeous background for content — using either day or night views. Second, people. What it’s all about. Interactions, portraits, group shots — we want to show of our attendees and their conference experiences. Portland skylines can be found in Adobe Stock or Unsplash. Many photos of ICMA events and custom ICMA stock can be found here on our SmugMug site.

Hi, I’m Delia. Contact me if you have questions about these resources. Drop me a note at djones@icma.org.