R C M V/ L L P B R A N D S TA N D A R D S G U I D E
WHAT IS IN A BRAND? Brands are more than physical products or individual services and they are most certainly more than a logo or a tagline. A brand is the sum of tangible and intangible characteristics that make a product or service (and the company behind it) unique. It’s the relationship a company has with its employees, customers and partners. It’s the image the company projects and which the audience perceives.
WHY WE BRAND? We brand first and foremost because we want our customers, employees, suppliers and any other person who has a relationship with our company to have a better sense of what our company does, what we believe in and our value to that individual – in other words, our focus, our character and our relevance.
CONSISTANCY IN BRANDING. Consistent presentation of a project through all communication activities is crucial to creating a remarkable brand experience and building brand equity. Each time a customer or prospect interacts with a brand, the experience should be familiar and comfortable (but by no means ordinary). It should be like visiting a good friend: the topics of conversation will vary from visit to visit, but your friend’s manner, his attitudes, and his character will stay the same.
GREAT BRANDS NEED GREAT CREATIVE. The effectiveness of an organization’s brand-building efforts is a direct function of two marketing factors: frequency and impact. A brand can become top of mind only if it repeatedly bombards a prospect’s consciousness with impactful, relevant, memorable messages. A strong brand leaves a deep and lasting imprint on the consumer’s psyche. The key is a sustained campaign that employs intelligent, strategy-based creative, messaging and visuals.
PRIMARY LOGO POSITIVE
PRIMARY LOGO N E G AT I V E
SECONDARY LOGO POSITIVE
SECONDARY LOGO / POSITIVE
SECONDARY LOGO N E G AT I V E
LOGO RATIONALE Going through divorce, separation, or custody agreements can be one of the most difficult and stressful times in ones life. Often, the client is in the dark when it comes to their options, rights and best next steps. What they are looking for is a “light”, something to guide them through the emotional roller coaster a separation or divorce can cause by listening to the client needs and give them a supportive, safe and respectful environment to resolve these difficult issues. The Lighthouse icon depicts strength, comfort, guidance, safety and that clear navigational “fix” the client is searching for. RCMV is that beacon of hope. The colour palette is bold and welcoming. Yellow stimulate feelings of optimism and hope. Its also conveys a feeling of power and confidence especially when combined with dark greys and blacks. The type treatment is a custom wordmark that is modern, clean and timeless.
ICON USAGE POSITIVE
ICON USAGE N E G AT I V E
PRIMARY WORDMARK USAGE POSITIVE
SECONDARY LOGO / POSITIVE
PRIMARY WORDMARK USAGE N E G AT I V E
SECONDARY WORDMARK USAGE POSITIVE
SECONDARY WORDMARK USAGE N E G AT I V E
G OTHAM ROU NDED
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PRIMARY TYPOGRAPHY
SECONDARY TYPOGRAPHY
CHALET COMPRIME
ABCDEGHIJKLM NOPQRSTVWXYZ
0123456789
COLOR PA L E T T E
COLOUR THEORY
PMS WARM GREY 9 Grey is seen as a sophisticated color related to prosperity and modernity. Modern, sleek and high-tech, scientific. Grey is a conservative color signifying neutrality, indifference and reserve. Physiologically, grey can uplifting and serves as a good background for other colors as it doesn’t attract attention, allowing the other colors to take prominence. Grey suggests security, reliability, modesty, and maturity.
COLOUR THEORY
PMS 116 Orange is a warm, vibrant and energetic color. In color psychology it means adventure, optimism, self-confidence and sociability. Physiologically, orange vitalizes, inspires and creates enthusiasm. It is stimulating to the appetite and social conversation. Orange gives the impression of affordability, depending on the shade chosen and its combination with other colors. Bold and masculine, orange is often associated with health and vitality. In design, orange commands attention without being as overpowering. It’s often considered more friendly and inviting.
COLOUR THEORY
BLACK Black helps to create contrasts and bring all the other colors out. When combined with bright colors the result is a classic, almost universal combination. Black is the strongest of the neutral colors. It’s commonly associated with power, elegance, and formality. Black is commonly used in edgier designs, as well as in very elegant designs. It can be either conservative or modern, traditional or unconventional, depending on the colors it’s combined with. In design, black is commonly used for typography and other functional parts, because of it’s neutrality. Black can make it easier to convey a sense of sophistication in a design.
PAT T E R N
PAT T E R N
C O R P O R AT E ID BUSINESS CARDS
DIANA J. RICHMOND
ALISON J. CHICKLOSKI
SEAN MOLDOWAN
AARON M. VANIN
#1 3 00, 707 - 7 Avenue SW C alga ry, Alberta T2P 3H6
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#1 3 0 0, 707 - 7 Ave n u e SW C al gar y, A l be r t a T 2P 3 H 6
403 930 3401
403 93 0 3 402
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C O R P O R AT E ID LETTERHEAD
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SIGNAGE RECEPTION DESK
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P R O M OT I O N A L MARKETING
P R O M OT I O N A L MARKETING
P R O M OT I O N A L MARKETING