Clarica Graphic Standards Manual by cb10mh

Graphic Standards Manual Cornelia Baptista 2392207 GDES 3B19 Section 04

1.1 Visual Mark Development

Table of Contents 1.0 1.1 1.2 1.3 1.4 1.5

Visual Mark Development Competitor Research Concept Development Initial Concept Sketches Visual Mark Development Visual Mark Refinements

2.1 2.2 2.3 2.4 2.5.1 2.5.2 2.6 2.7 2.8 2.9

Visual Mark Stacked and Horizontal Format Buffer Zone Minimum Size Visual Mark Colour Reproductions Colour Palettes Corporate Type Families Visual Mark Misuse Imagery Style Graphic Elements

3.0 Identity Applications 3.1.1 Stationary Development 3.1.2 Semi-Final Stationary 3.1.3 Stationary Suite 3.1.4 Business Cards 3.1.5 Envelope 3.1.6 Letterhead (front) 3.1.7 Letterhead (back) 3.2.1 Web Home Page Development 3.2.2 Final Web Home Page 3.3.1 Smart phone Application Development 3.3.2 Final Smart phone Application 4.0

Design Rationale CLARICA GRAPHIC STANDARDS MANUAL

Welcome! Clarica is in the business of investment and insurance solutions. For over 100 years, Clarica has been helping their customers make clear financial choices, while providing the right insurance, savings and investment products to fulfill their needs. Clarica’s goal is “clarity” based on straightforward discussion, listening and sound advice.

1.0

Visual Mark Development

1.1 1.2 1.3 1.4 1.5

Competitor Research Concept Development Initial Concept Sketches Initial Concept Development Visual Mark Refinements

1.1 Visual Mark Development

Competitor Research

History & Background

Organization Structure

Mission Statement

Foresters traces its Canadian roots to the founding of The Independent Order of Foresters in 1874. Inspired by a prominent physician and leader — Dr. Oronhyatekha, a Mohawk who was the country’s first native doctor to practice western medicine — the organization flourished.

Foresters is a fraternal benefit society. This means they don’t have shareholders.

ForestersTM is not your traditional life insurance provider. We are not driven by the demands of outside investors. Instead, we are a membership-based fraternal benefits organization.

CLARICA GRAPHIC STANDARDS MANUAL

Instead, their members elect their own leaders, who elect the members of the International Assembly. The International Assembly is Foresters ultimate governing body; it elects the International Fraternal President and the members of the Board of Directors.

We invest in our members, their families and their communities

History & Background

Organization Structure

Mission Statement

Manulife Financial is a leading Canadabased financial services group with principal operations in Asia, Canada and the United States. They were founded in 1887, when Sir John A. Macdonald, Canadaâ&#x20AC;&#x2122;s First Prime Minister, was elected president of the company.

Along with the CEO, the corporate structure of Manulife also consists of 12 members on the Executive Committee

At Manulife, we provide some of the very best financial protection and wealth accumulation products backed by the financial strength and security of a global leader.

Manulife Financial offers individual life insurance, group life and health insurance, long-term care services, pension products, annuities, mutual funds and banking products.

19 Members make up the Board of Directors. The Board of Directors is responsible for providing independent oversight of the management of the business and affairs of the Company.

CLARICA GRAPHIC STANDARDS MANUAL

1.1 Visual Mark Development

Competitor Research

History & Background

Organization Structure

Mission Statement

Founded in Montreal, Quebec, as The Sun Insurance Company of Montreal in 1865 by Mathew Hamilton Gault, an Irish immigrant who settled in Montreal in 1842, its operations began in 1871.

Sun Life Financial Canadaâ&#x20AC;&#x2122;s President is Kevin Dougherty.

Our mission is to help customers achieve lifetime financial security.

The corporate structure is made up of an executive leadership group.

Our vision is to be an international leader in protection and wealth management.

By the end of the 19th century it had expanded to Central and South America, the United States, the United Kingdom, West Indies, Japan, China, India, North Africa and other international markets.

CLARICA GRAPHIC STANDARDS MANUAL

Our values are the foundation of our day-to-day business operations. At Sun Life, weâ&#x20AC;&#x2122;re about: Integrity, Engagement, Customer Focus, Excellence, and Value.

Research Analysis Though all three financial companies share many attributes, such as; Canadian roots, 100 + years of service, they manage to differentiate themselves from one another. Foresters completely re-branded a year ago, and this allowed them to become a more friendly and innovative company, focusing in on the client rather than the empire. Manulife is the more corporate and sturdy company. While Sun Life Financial manages to maintain a trustworthy and professional image while being inviting and friendly. The branding of each of these companies manage to convey all of the ideas of trustworthiness and planning without outright saying they take your money. They do a good job of talking about life insurance in a non-morbid way.

CLARICA GRAPHIC STANDARDS MANUAL

1.2 Visual Mark Development

Concept Development

open

clear

Clarica

clarity

water

transparent

ripple

chain

connected

trust

family

CLARICA GRAPHIC STANDARDS MANUAL

1.3 Initial Concept Sketches

Visual Mark Development When brainstorming concepts, I really wanted to portray the idea of clarity and trust.; the main goals of Clarica.

clarica

clarica clarica

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clarica CLARICA clarica

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Clarica clarica clarica clarica

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Clarica

clarica clarica

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clarica CLARICA GRAPHIC STANDARDS MANUAL

1.4 Visual Mark Development

Initial Concept Development

I explored the idea of the “x” and intersection to communicate connection and community.

clarica

CLARICA GRAPHIC STANDARDS MANUAL

clarica

CLARICA CLARICA

clarica clarica

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The rational behind this concept was to create a graphic, simplified letter “C” to use as the word mark. Though these symbols look corporate, they weren’t chosen because they weren’t dynamic or true to my original goal; to represent clarity.

clarica clarica

These symbols take the idea of the “ripple” and through use of colour, transform it to become less literal.

clarica

Though these work-mark explorations are dynamic and memorable, they weren’t true representations of Clarica.

CLARICA GRAPHIC STANDARDS MANUAL

1.4 Visual Mark Development This was initially chosen as my top choice, but after feedback I realized that although the symbol is strong, it did look like a nebula, not that appropriate for insurance.

I cropped the symbol I was initially working on to give it more structure. But this frame also took away the whimsical nature of the initial symbol.

Initial Concept Development

clarica

CLARICA

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clarica clarica CLARICA GRAPHIC STANDARDS MANUAL

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CLARICA

These concepts really pushed the idea of the ripple and water, through experimentation of shape, colour and transparency.

CLARICA

clarica

CLARICA

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CLARICA GRAPHIC STANDARDS MANUAL

1.5 Visual Mark Development After feedback I went back to this concept, working with the outline and perfecting the number of circles, thickness, and placement.

Visual Mark Refinements

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2.0

Finalized Visual Mark

2.1 2.2 2.3 2.4 2.5.1 2.5.2 2.6 2.7 2.8 2.9

Visual Mark Stacked and Horizontal Format Buffer Zone Minimum Size Visual Mark Colour Reproductions Colour Palettes Corporate Type Families Visual Mark Misuse Imagery Style Graphic Elements

2.1 Finalized Visual Mark

Visual Mark

Standard Visual Mark

CLARICA GRAPHIC STANDARDS MANUAL

2.2 Stacked and Horizontal Format

Stacked Visual Mark

Finalized Visual Mark Stacked and horizontal versions have been designed for each Clarica Logo to allow flexibility for a range of applications.

Horizontal Visual Mark

CLARICA GRAPHIC STANDARDS MANUAL

2.3 Finalized Visual Mark The minimum clear space for the Clarica Logo is defined by the height of the “c” in the word mark.

The minimum space for the standard logo is twice the height of “c.” The minimum space should be maintained as the logo is proportionally enlarged or reduced in size.

CLARICA GRAPHIC STANDARDS MANUAL

Buffer Zone

2.4 Minimum Size Stacked Visual Mark

Finalized Visual Mark The minimum size of the logo is determined by the width of the Clarica word mark, which should not be reproduced in a smaller size than 1.5” in width for the standard logo, 1.5” for the horizontal visual mark and 1” for the stacked visual mark.

1” Horizontal Visual Mark

1.5”

Standard Visual Mark

1.5” CLARICA GRAPHIC STANDARDS MANUAL

2.5.1 Finalized Visual Mark

Primary Palette

Accent Palette

CLARICA GRAPHIC STANDARDS MANUAL

Colour Palette

C: 70 R: 39 M: 15 G: 170 Y: 0 B: 225 K: 0

C: 0 M: 0 Y: 0 K: 0

R: 225 G: 225 B: 225

C: 0 R: 147 M: 0 G: 142 Y: 0 B: 152 K: 50

298 U # 0099FF

# FFFFFF

Cool Grey 8 4 U # C0C0C0

C: 10 R: 220 M: 83 G: 82 Y: 63 B: 87 K: 0

C: 50 R: 141 M: 0 G: 198 Y: 100 B: 63 K: 0

C: 0 R: 247 M: 50 G: 148 Y: 100 B: 30 K: 0

179 U # FF6666

375 U # 99CC00

144 U # FF9900

Personal Banking

Commercial Banking

Corporate & Institutional Banking

C: 0 R: 0 M: 0 G: 0 Y: 0 B: 0 K: 100

Neutral Black U # 000000

2.5.2 Visual Mark Colour Reproductions

Finalized Visual Mark The Clarica logo should be reproduced in color whenever possible. For specific color values to use section. White is the most effective background on which to reproduce the color logo because it provides a clean, crisp contrast for the logoâ&#x20AC;&#x2122;s color and elements. If color reproduction is not available or is not a viable option, the logo should be reproduced in solid black or as a full-reverse in white out of a color background. When the Clarica logo is placed on a photographic image, the image behind the logo must be light enough to provide contrast for the positive logo or dark enough to provide contrast for the reverse logo. The secondary colour reproductions should be used in situations specific to the type of banking it represents (refer to colour palette for breakdown). As secondary colours the visual mark itself cannot be reproduced in a secondary colour however it can be knocked out when placed on the colour.

CLARICA GRAPHIC STANDARDS MANUAL

2.6 Finalized Visual Mark HEADINGS: BARIOL REGULAR

BODY: BEMBO REGULAR

Corporate Type Families

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

There is no maximum limit for headline type size.

ABCDEFGHIJKLM NOPQRSTUVWXYZ

Type should never appear below 5pt. Body type should never exceed 10pt.

abcdefghijklm nopqrstuvwxyz 1234567890

CLARICA GRAPHIC STANDARDS MANUAL

All text is to be justified either ragged left or ragged right.

2.7 Visual Mark Misuse

Finalized Visual Mark The following alterations are not permitted when working with the Clarica Visual Mark.

Do not use secondary palette for colour version

Do not use any colour other than those specified

Do not stretch logo in any direction

Do not alter line weight

Do not overlay on imagery

Do not place logo on an angle

Clarica

Do not change proportions

Do not place pattern or gradient within logo

Do not typeset the word mark

CLARICA GRAPHIC STANDARDS MANUAL

2.8 Finalized Visual Mark Black & White imagery is to be used depicting happy people outdoors.

CLARICA GRAPHIC STANDARDS MANUAL

Imagery Style

2.9 Graphic Elements

Finalized Visual Mark Sections of the Visual Mark Symbol can be cropped and used as a graphic element.

Patterns using the symbol have been created.

CLARICA GRAPHIC STANDARDS MANUAL

3.0

Identity Applications

3.1.1 Stationary Development 3.1.2 Semi-Final Stationary 3.1.3 Stationary Suite 3.1.4 Business Cards 3.1.5 Envelope 3.1.6 Letterhead (front) 3.1.7 Letterhead (back) 3.2.1 Web Home Page Development 3.2.2 Final Web Home Page 3.3.1 Smart phone Application Development 3.3.2 Final Smart phone Application

3.1.1 Identity Applications

Stationary Development CLARICA

100 McCaul St Toronto, ON M5M 1M8 416 555-5555

clarica

December 6, 2012.

Mr. Christian Estacio President The Source Inc. 2 Bay Street, Suite 100 Toronto, Ontario M4M 9S3

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis in nisi quis risus viverra accumsan. Sed scelerisque est in ante euismod commodo. Nam mattis bibendum dolor, nec tempus lacus gravida sit amet. Donec vitae lacus mauris, in gravida urna. Praesent vel justo ut leo dignissim varius a a libero. Sed auctor dictum volutpat. Nullam venenatis pulvinar est, non convallis nibh sagittis a. Nam vitae quam tortor. Morbi ornare, dolor vel laoreet tincidunt, erat diam accumsan nisl, non iaculis nunc arcu eu tortor. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nulla convallis molestie diam, sed commodo neque vestibulum ac. Proin sit amet scelerisque libero. Vestibulum vitae est leo, quis porta nibh. Donec ante mauris, volutpat et hendrerit id, semper a sapien. Quisque mollis varius urna, sit amet lobortis tortor dignissim non. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas.

Senior Partner

100 McCaul St Toronto, ON M5M 1M8 www.clarica.ca

MAIN: 416 555-5555 CELL: 647 555 5555 FAX: 416 555-5555

HOME: 416 555-5555 clynn@clarica.ca

CLARICA

100 McCaul St Toronto, ON M5M 1M8 416 555-5555

December 6, 2012.

Dear Mr Estacio,

CAROL LYNN

clarica

Suspendisse facilisis adipiscing orci, sed facilisis felis consequat a. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Regards,

Dear Mr Estacio,

clarica

CAROL LYNN

Senior Partner

clarica

100 McCaul St Toronto, ON M5M 1M8 MAIN: 416 555-5555 cylnn@clarica.ca

CELL: 647 555 5555 FAX: 416 555-5555

www.clarica.ca

clarica

100 McCaul St Toronto, ON M5M 1M8 416 555-5555

Suspendisse facilisis adipiscing orci, sed facilisis felis consequat a. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Regards,

Carol Lynn, LLB

clarica

100 McCaul St Toronto, ON M5M 1M8 416 555-5555

clarica

100 McCaul St Toronto, ON M5M 1M8 416 555-5555

clarica

December 6, 2012. Mr. Christian Estacio President The Source Inc. 2 Bay Street, Suite 100 Toronto, Ontario M4M 9S3 Dear Mr Estacio,

CAROL LYNN

Senior Partner

clarica

100 McCaul St Toronto, ON M5M 1M8 cylnn@clarica.ca

MAIN: 416 555-5555 CELL: 647 555 5555 FAX: 416 555-5555

www.clarica.ca

December 6, 2012. CAROL LYNN

Mr. Christian Estacio President The Source Inc. 2 Bay Street, Suite 100 Toronto, Ontario M4M 9S3

SENIOR PARTNER, CHIEF EXECUTIVE BOARD MEMBER T. 416 555-5555 x. 123 F. 416 555-5555 C. 647 555-5555

CLARICA

100 McCaul St Toronto, ON M5M 1M8 cylnn@clarica.ca

clarica

Dear Mr Estacio,

CAROL LYNN

Senior Partner

clarica

Suspendisse facilisis adipiscing orci, sed facilisis felis consequat a. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Regards,

clarica

100 McCaul St Toronto, ON M5M 1M8 cylnn@clarica.ca

100 McCaul St Toronto, ON M5M 1M8 416 555-5555

clarica

MAIN: 416 555-5555 CELL: 647 555 5555 FAX: 416 555-5555

www.clarica.ca

Carol Lynn, LLB Carol Lynn, LLB

CLARICA GRAPHIC STANDARDS MANUAL

I experimented with various business card layouts

I tried using the secondary colours for the standard visual mark, but decided to keep the logos in blue, and use the secondary palette when the logo is knocked out.

3.1.1 Identity Applications I tried out various patterns for the inside of the envelope. I was aiming to create a patten that kept the look of clarity and go along with other graphic elements.

CLARICA GRAPHIC STANDARDS MANUAL

Stationary Development

3.1.2 Semi- Final Stationary

Identity Applications

CAROL LYNN Senior Partner

100 McCaul St Toronto, ON M5M 1M8 MAIN: 416 555-5555 cylnn@clarica.ca

CELL: 647 555 5555 FAX: 416 555-5555

www.clarica.ca

December 6, 2012. Mr. Christian Estacio President The Source Inc. 2 Bay Street, Suite 100 Toronto, Ontario M4M 9S3 Dear Mr Estacio,

www.clarica.ca/commercial

www.clarica.ca

clarica

www.clarica.ca/personal

www.clarica.ca/corporate

clarica

100 McCaul St Toronto, ON M5M 1M8 416 555-5555

Carol Lynn, LLB

CLARICA GRAPHIC STANDARDS MANUAL

3.1.3

Stationary Suite

3.1.4 Identity Applications

Business Cards

Please Note: The design shown here is printed at 65% of actual size. Actual size of each business card is 3.25” x 2”.

Staff Name: Bariol Regular, 9 pt, leading 7.25 Credentials/ Position: Bariol Regular, 6 pt, leading 7.25 Mailing Address, Main Number, Email Address, Secondary Numbers: Bariol Regular, 6 pt, leading 7.25 0.3” 0.3”

CLARICA GRAPHIC STANDARDS MANUAL

0.13”

3.1.5 Envelope Envelope Front 0.5”

Identity Applications Please Note: The design shown here is printed at 45% of actual size. Actual size is 9.5” x 4.125”.

Envelope Back

CLARICA GRAPHIC STANDARDS MANUAL

3.1.6 Identity Applications

Letter Head (front)

Please Note: The design shown here is printed at 50% of actual size. Actual size of letterhead is 8.5” x 11”.

0.5”

Body copy: Bembo, Regular, 10 pt line spacing set to Single Space flush left, rag right

1.5”

CLARICA GRAPHIC STANDARDS MANUAL

0.4”

0.4” 0.5”

1”

3.1.7 Letter Head (back)

Identity Applications Please Note: The design shown here is

printed at 50% of actual size.

Actual size of letterhead is 8.5” x 11”. Please do not write or print on this side of the letterhead. Letterhead is to be folded into three equal sections, so that the center section is most prominent.

CLARICA GRAPHIC STANDARDS MANUAL

3.2.1 Identity Applications

CLARICA GRAPHIC STANDARDS MANUAL

Web Home Page Development

3.2.2 Final Home Page

Identity Applications

CLARICA GRAPHIC STANDARDS MANUAL

3.2.2 Identity Applications

CLARICA GRAPHIC STANDARDS MANUAL

Final Home Page

3.2.2 Final Home Page

Identity Applications

CLARICA GRAPHIC STANDARDS MANUAL

3.3.1 Identity Applications

CLARICA GRAPHIC STANDARDS MANUAL

Smart phone Application Development

3.3.2 Final Smart phone Application Application Icon

Loading Page

Main landing

Identity Applications

Website formatted for smart phone devices

CLARICA GRAPHIC STANDARDS MANUAL

Design Rationale I had to create a visual mark for Clarica that was unique and differentiated and work across multiple media and applications. I took inspiration form the idea of clarity, pursing it as a concept to create a visual mark which was clean, fresh and inviting. Bariol was chosen as the primary typeface because it is rounded, it fulfills the need of being simple yet friendly. The outline of circles were combined in a symmetrical yet dynamic layout to represent an abstracted water ripple. The word Clarica was placed in the center to represent the drop which creates the water ripples. I chose to work with the outlines rather than filled in circle shapes because the outlines were far more versatile, especially when used on a variety of mediums. The colour blue was chosen as the primary colour because of its calm nature. The secondary palette is used to represent the various insurance sections of Clarica; personal, commercial, and corporate. The end result is a visual mark which I feel is differentiated, unique and does work across multiple media and applications.