Recognizing Canada’s International Assistance
VISUAL IDENTITY GUIDELINES
TABLE OF CONTENTS Foreword
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Visual Identity for Canada’s International Assistance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Colour Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Typography
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Photography and Images
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Requirements for Canada’s International Assistance Partners
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Graphic elements for partners Co-branding
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Clear Space and Minimum Size
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Signatures “Don’t” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Apply the Visual Identity
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Requirements for Global Affairs Canada
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Graphic elements for Global Affairs Canada . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Clear Space and Proportions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Federal Identity Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Apply the Visual Identity Canada Aid Signature
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Graphic elements of the Canada Aid Signature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Clear Space and Minimum Size
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Signatures “Don’t” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
RECOGNIZING CANADA’S INTERNATIONAL ASSISTANCE | GUIDELINES
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A FRESH NEW LOOK TO RECOGNIZE CANADA’S INTERNATIONAL ASSISTANCE Each year, Canada's international assistance partnerships help millions of people in 150 countries and territories. These contributions tell a story, whether they go toward helping to stop the spread of a pandemic, support for refugees, education for women and girls around the world, fighting climate change or improving market access for local businesses. While Canada has been contributing to international assistance for nearly 75 years, Canadians are not always aware of the how these contributions help build a healthier, safer, more prosperous world. Global Affairs Canada has developed this visual identity to help raise public awareness about the role the Government of Canada plays in international assistance. This guide explains which visuals to use, and in what circumstances. It is intended for everyone who is involved in Canada’s international assistance – Global Affairs Canada, international assistance partners, and other federal government employees – to recognize Canada’s contributions to international assistance with a simple, clear visual identity, in Canada and abroad. This guide will help us be more consistent and transparent as we recognize Canada’s investments in international assistance, and show the impact Canada and our partners make around the world. Read on to learn more about the new look, and how to apply it!
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OUR IDENTITY CLARIFIED How do you apply the visual identity in the real world? First, get informed. This manual has all the information you need to apply the visual to your communications products. Second, get creative. Use the visual identity to help you tie your creative content together with a bright, professional, distinctly Canadian style. And third, spread the word! Share your communications products with your target audience here in Canada, and around the world. The visual identity for Canada’s international assistance provides a common look-and-feel for all international assistance communications materials. It is not a logo with a single standard look. Rather, the visual identity includes the words, the tone and the font, as well as the colours, the graphics, and the imagery. These are visual building blocks that help shape people’s perception and understanding of Canada’s international assistance. Different elements of the visual identity will be used based on the subject matter, the intended audience, and the communications product. This flexible branding approach helps us maintain the look across different initiatives, products and activities, both online and in print. Our approach complies with the Federal Identity Program and the Policy on Communications and Federal Identity. Care has been taken to ensure that the graphic elements complement, but do not compete with, the Canada Wordmark as the official symbol of the Government of Canada.
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COLOUR Red, grey, black and white: A classic combination
The visual identity for Canada’s international assistance uses four central colours as a foundational palette that work universally across all applications. The Canada red and the black remain the core colours for the brand to be used in conjunction with the monochromatic palette. Colour Percentages
These percentages help guide your use of colour in any creative execution and will help ensure there is a consistent look-and-feel across all applications.
Pantone 485C 0C 97M 100Y 0K - PRINT 238R 50G 36B - DIGITAL #ED2327 HTML - DIGITAL
BLACK
PMS Process 0C 0M 0Y 100K - PRINT 0R 0G 100B - DIGITAL #000000 - DIGITAL
Pantone 187C 23C 100M 88Y 16K - PRINT 169R 30G 45B - DIGITAL A91E2D HTML - DIGITAL
Pantone 445C 52C 23M 30Y 74K - PRINT 45R 66G 69B - DIGITAL 2D4245 HTML - DIGITAL
Importance of White
The use of white sets the stage for the visual identity’s colours to pop. Balanced ratios of white space can accentuate the vibrancy of bold colours, or elevate the sophistication of the monochromatic palette.
Note about colour distinctions
Please use these colour percentages as well as the design applications in order to ensure proper usage.
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TYPOGRAPHY The visual identity for Canada’s international assistance uses Noir Pro as the primary font. Noir Pro
Noir Pro is a sans serif font family of 12 fonts with contemporary aesthetics heavily influenced by early 20th century geometric typefaces. While having its geometric structure, it has an organic personality with touch of warmth injected to each form. The majority of communications products about Canada’s international assistance should be set to Noir Pro regular with the medium weight serving as heads, subheads or in creative typographic applications. Use the semibold weight to call out important words or information within the copy.
Arial
For those who do not have access to Noir Pro, the font should be set to Arial regular. Use the bold weight to call out important words or information within the copy.
Noir Pro
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyx 1234567890 Noir Pro Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyx 1234567890 Noir Pro Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyx 1234567890 Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyx 1234567890 Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyx 1234567890 RECOGNIZING CANADA’S INTERNATIONAL ASSISTANCE | GUIDELINES
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PHOTOGRAPHY, VIDEOGRAPHY AND IMAGES The visual identity for Canada’s international assistance will often be paired with photos, images, and video footage to help demonstrate the impact of Canada’s international development and humanitarian aid projects. When sourcing images or creating content, please ensure that all participants have given their informed consent to be photographed or filmed. Take care to ensure that the content is used with the permission of photographers, illustrators or graphic artists, and that they are credited appropriately. Look for images that portray all people in a dignified and respectful manner. When possible, feature people actively participating in programs or activities. Be careful not to perpetuate harmful stereotypes, and work to find images that are hopeful and results-focused whenever possible.
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For more guidance about photography, videography and imagery, please contact Global Affairs Canada at visibility-visibilite@international.gc.ca
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REQUIREMENTS FOR CANADA’S INTERNATIONAL ASSISTANCE PARTNERS Our international assistance partners – including civil society organizations and multilateral partners – do essential work in partner countries, and are central voices in raising awareness about the importance of international assistance, and the impact of Canada’s contributions. Canada's role as a global player in international assistance must be effectively acknowledged in our partners' communications products. Public acknowledgment of Canada's contribution is a condition of accepting grants and contributions. Read on for more detailed requirements for how partners must use the visual identity to acknowledge Canada’s investments in their initiatives.
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REQUIREMENTS FOR CANADA’S INTERNATIONAL ASSISTANCE PARTNERS
GRAPHIC ELEMENTS FOR PARTNERS This version of the visual identity for Canada’s international assistance has been developed especially for our partners. It features the Canada Wordmark, the stylized maple leaf, and a standard credit line that acknowledges Canada’s partnership. These graphic elements work together to create consistency across all communications materials, yet also acknowledges a clear distinction between the work of the Government of Canada, and the work of civil society and multilateral organizations. We are proud to work with you, and this version of the visual identity keeps our partnership front-and-centre. It also functions as a built-in credit line.
In partnership with
En partenariat avec
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REQUIREMENTS FOR CANADA’S INTERNATIONAL ASSISTANCE PARTNERS
CO-BRANDING The visual identity for Canada’s international assistance will often appear alongside the logos of our partners or other donors.
LOGO
In co-branding instances, the visual identity for Canada’s international assistance must receive the same prominence and proportion as the identifiers of other funding parties who have made a similar contribution. If Canada is the major donor, our visual identity must be the most prominent one. For example, it must be placed first or above other identifiers, and should be larger if the design warrants it.
LOGO
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REQUIREMENTS FOR CANADA’S INTERNATIONAL ASSISTANCE PARTNERS
CLEAR SPACE & MINIMUM SIZE Our visual identity works best when it has space to stand out. Please take care not to place the visual identity for Canada’s international assistance on busy backgrounds with lots of text and images. The minimum recommended clearance around the visual identity’s edges is approximately the height of the “C” in the Canada Wordmark.
Clear space
Make sure that you observe the clear space around the signature to maximize visual effectiveness.
2.54 cm (1”)
Minimum size
To ensure legibility of the descriptor do not use the Canada Wordmark smaller than 2.54 cm (1”) wide.
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REQUIREMENTS FOR CANADA’S INTERNATIONAL ASSISTANCE PARTNERS
VISUAL IDENTITY FOR PARTNERS “DON’T”
Don’t change the size of the graphic elements
Don’t change the order or the directions of the graphic elements
Alterations
The visual identity for Canada’s international assistance is a valuable asset. Never attach other unapproved nomenclature or graphics to the visual identity, or change the graphic in any way.
Don’t stretch the graphic elements horizontally or vertically
Don’t rotate the graphic elements
Don’t place the graphic elements inside of a box unless specified
RECOGNIZING CANADA’S INTERNATIONAL ASSISTANCE | GUIDELINES
Don’t add a drop shadow to the graphic elements
Don’t outline the letters
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REQUIREMENTS FOR CANADA’S INTERNATIONAL ASSISTANCE PARTNERS
APPLY THE VISUAL IDENTITY The visual identity is available in several formats to provide partners with the ability to acknowledge Canada’s contributions on a variety of communications products and program materials. Examples of where partners must use the visual identity include, but are not limited to: • Newsletters • Press releases • Reports • Videos • Websites and mobile applications related to funded activities • Electronic presentations and presentation materials • Print products such as brochures and posters • Event or conference materials, such as invitations, banners, backdrops, roll-ups or virtual event backgrounds • Signs or plaques • Infrastructure, such as wells, pumps, buildings, and bridges • Shipping materials • Goods, such as tents, blankets, and jerry cans if appropriate • Packaging for small products, such as mosquito nets, grain sacs, hygiene kits, and school supplies • Staff clothing, but only where relevant to successful project delivery, such as uniforms for community outreach staff
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REQUIREMENTS FOR CANADA’S INTERNATIONAL ASSISTANCE PARTNERS
Where the visual identity should not be used While consistent use of the visual identity on communications products is encouraged, it does not belong on everything. The visual identity should never be used on the following materials: • Stationery used by implementing partners • Business cards of staff not directly employed by Global Affairs Canada • An organization’s own office signage and office equipment, including computers • Vehicles not exclusively used for delivering Canada-funded projects • Small, personal goods such as toothbrushes or razors • School books or bags • Clothing for beneficiaries
When acknowledging funding, implementing partners must always consider the safety, security and dignity of beneficiaries and staff. An exception to public acknowledgment of a program may be approved where it may: • impact individual or organisational human dignity (for example, personal goods, individuals’ homes and businesses) • endanger the lives, safety or security of beneficiaries and staff, or threaten the safe and effective delivery of the project or humanitarian assistance • obstruct humanitarian operations, including delaying the delivery of urgent humanitarian assistance • undermine the independence or credibility of the program or organization
• Program assets for which the final delivery organization is a partner government (for example, with multilateral development banks)
Text credits
Where space and circumstances do not allow for the full visual identity to be used, one of the following text credit lines may be used: • In partnership with the Government of Canada En partenariat avec le gouvernement du Canada • Funded [in part] by the Government of Canada Financé [en partie] par le gouvernement du Canada
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REQUIREMENTS FOR GLOBAL AFFAIRS CANADA Global Affairs Canada will use the visual identity as standard common look-and-feel across all international assistance communications and program materials. All Global Affairs Canada employees and contractors who work on the international assistance portfolio, in Canada and at missions abroad, are expected to familiarize themselves with the new visual identity and use it whenever they are representing the department. Employees are also expected to be able to give advice to partners about the visual identity, and direct them to the right resources for more information as needed. The use of a consistent style is essential to help us present a more unified, recognizable identity to all audiences, in Canada and abroad. It’s about more than a new look: it’s about communicating more clearly and transparently about the investments Canada makes in international assistance, and the partners we work with around the world. The visual identity provides us with a shared starting point, but it does not mean there is no room for creativity! The messages and the images used, as well as the style and types of communications products created, will be varied and designed to fit the purpose of the message and the intended audience.
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REQUIREMENTS FOR GLOBAL AFFAIRS CANADA
GRAPHIC ELEMENTS FOR GLOBAL AFFAIRS CANADA All Global Affairs Canada communications products will include the core graphic elements of the maple leaf and the Canada Wordmark. Titles and messages will be specific to the initiatives being promoted and will be styled using the standard font and colour palettes.
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REQUIREMENTS FOR GLOBAL AFFAIRS CANADA
CLEAR SPACE & PROPORTIONS The Canada Wordmark may not be altered in any way. It is displayed prominently, in generous open space, free from close association with any interfering or distracting elements. It may not appear on a visually conflicting background. The Canada Wordmark and the signature are displayed as two distinct elements.
FEDERAL IDENTITY PROGRAM
It is important to note that the visual identity for Canada’s international assistance must be used in addition to departmental or government signature as well as the Canada Wordmark.
Canada Wordmark > Can be used alone when space is limited Ex. Social media images
Departmental signature
Protection zone
The protection zone is an area extending for a distance equal to the height of the "C", to the right, above and below, and twice that measurement to the left of the Canada Wordmark. The background of the protection zone is a single solid colour.
Government signature
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REQUIREMENTS FOR GLOBAL AFFAIRS CANADA
APPLY THE VISUAL IDENTITY Global Affairs Canada employees who work on the development portfolio are required to use the visual identity for Canada’s international assistance on all communications products, including but not limited to: • Social media graphics • Infographics • GIFs • Digital call backdrops • Newsletters, press releases, reports • Videos • Websites and applications related to funded activities • Electronic presentations and related materials • Print materials, such as brochures, posters, and reports • Conference and event materials, such as banners, backdrops, and roll-ups • Shipping materials • Staff clothing, but only where relevant to successful project delivery, such as uniforms for community outreach staff
Templates and Examples
Templates and examples for Global Affairs Canada employees are available on the intranet site.
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CANADA AID SIGNATURE
CANADA AID SIGNATURE The visual identity for Canada’s international assistance will help us raise awareness with diverse audiences, at home and abroad. While we want a consistent visual style to ensure recognisability and ease-of-use, we know that a one-size-fits-all approach won’t work to reach all audiences, particularly those who are new to the subject matter. Public opinion research in Canada has demonstrated that although some people are quite engaged in global issues, the majority of Canadians do not consider themselves highly informed or involved in international assistance. They don’t know much who we are, what we do, or what terms we use to describe about our work. The Canada Aid signature was developed with the goal of helping to change that. It includes the term “aid” because it may be more easily understood by Canadians than many of the other terms we use to describe our shared work. It’s intended to help us reach Canadian audiences who may not be as familiar with terms like international assistance, international development, development cooperation, and international cooperation.
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CANADA AID SIGNATURE
Global Affairs Canada began piloting the Canada Aid signature as part of the branding in fall 2020. During the pilot period, we conducted an online consultation to gather feedback directly from the international development sector and interested Canadians. The online consultation revealed that while most participants were not in favour of using “aid”, others had positive feedback and saw the merits of the approach. To that end, the Canada Aid signature is available as part of the broader suite of visual identity options. Think of it as an additional tool in the branding toolbox: using it is not mandatory, but it’s available to Global Affairs Canada and international assistance partners to help reach domestic audiences who are less familiar with international assistance. Global Affairs Canada will use the Canada Aid signature on selected communications products intended for a domestic audience. Partners are also welcome to use the signature on their communications products for Canadian audiences as they see fit.
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CANADA AID SIGNATURE
GRAPHIC ELEMENTS OF THE CANADA AID SIGNATURE Credit line To clarify the project or organization’s relationship with the Government of Canada, communications products may use the following text acknowledgement with the Canada Aid signature, placed above the visual identity. This replicates the language used in the standard visual identity for partners to ensure consistency: • In partnership with / En partenariat avec
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+ In partnership with
In partnership with
En partenariat avec
En partenariat avec
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CANADA AID SIGNATURE
CANADA AID SIGNATURE “DON’T”
Don’t change the size of the graphic elements
Alterations
Don’t change the order of the Canada Wordmark
The Canada Aid signature is a valuable asset. Never attach other unapproved nomenclature or graphics to the signature, or change the graphic in any way.
CLEAR SPACE & MINIMUM SIZE Clear space
Don’t stretch the signature horizontally or vertically
Don’t rotate the signature
Don’t add a drop shadow to the signature
Make sure that you observe the clear space around the signature to maximize visual effectiveness.
Minimum size
Don’t place the signature inside of a box unless specified
Don’t outline the letters
To ensure legibility of the descriptor do not use the signature smaller than 2.54 cm (1”). RECOGNIZING CANADA’S INTERNATIONAL ASSISTANCE | GUIDELINES
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