Mental Health Resource Centre
Chadwick Mental Health Resource Centre
Visual Standards Guide
Corporate Logo.................................... 1 Corporate Colours................................ 3 Corporate Typography......................... 4 Business Card........................................ 5 Letterhead............................................. 6 No. Ten Envelope................................ 10 Mailing Label....................................... 11 Brand Touchpoints.............................. 12
Table of Contents
Chadwick Mental Health Resource Centre
Corporate Logo
Visual Standards Guide
Corporate Logo
Mental Health Resource Centre
The Chadwick Mental Health Resource Centre logo is a styled wordmark illustrating a post sign. All the elements must not be altered and must be used together in the exact same design. The logo can only be used on corporate documents and materials.
Corporate Logo with Positioning Statement The logo can be used with or without the positioning statement — Supporting BC Children, Youth, and Families. This positioning statement must always be in the accent gray colour (PMS 416) only. The positioning statement can only be used on corporate documents or materials where the logo exists. However, it is not restricted in its placement position. There are three variations of typesetting for the position statement, as shown in the examples on the left. They may be used with discretion to the design of the specific document it is placed on.
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Chadwick Mental Health Resource Centre
Corporate Logo
Visual Standards Guide
Black & White When printing in black and white is required, use these two versions of the logo. Use the left version (tints of black) when printing on white material. Vice versa, use the right version (white against background colour) when printing on dark colour material. Logo in tints of black
Logo in reversed (white)
2.286 cm
0.9”
The corporate logo must never be used under the minimum dimensions of:
1.397 cm
0.55” Mental Health Resource Centre
Minimum Size
Mental Health Resource Centre
0.9 x 0.55 in 2.286 x 1.397 cm
Control Space
Mental Health Resource Centre
The corporate logo must be surrounded by an amount of white space specified by the letter “a” from the word “Chadwick” in the logo. It is measure by placing the letter “a”, taken from the logo itself, around the logo, as shown in the example.
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Chadwick Mental Health Resource Centre
Corporate Colours
Visual Standards Guide
Corporate Logo Colours The two core corporate colours of Chadwick Mental Health Resource Centre are PMS 280 and PMS 102. Both colours are incorporated into the corporate logo, together with two accent colours PMS 297 and PMS 416.
Mental Health Resource Centre
Logo in original colours
Logo in a single colour
Core Colours
PMS 102 C0 M0 Y95 K0 R255 G242 B3
To present corporate logo in a single preferred colour, PMS 280 is used in various tints to create the gradient effect.
Accent Colours
PMS 280 C100 M85 Y5 K22 R20 G55 B125
PMS 297 C52 M0 Y1 K0 R104 G206 B242
PMS 416 C28 M18 Y29 K51 R107 G112 B105
80%
60%
40%
20%
Core and Accent Colours The above PMS colours, and their CMYK and RGB equivalents, are to be applied as specified for different corporate materials. Specific tints are designed to add visual depth, flexibility, and to indicate information hierarchy. 3
Chadwick Mental Health Resource Centre
Visual Standards Guide
Corporate Typography
Primary Typeface
ITC Avant Garde Gothic Regular
The primary typeface selected is ITC Avant Garde Gothic, which is used for the corporate logo as well as headings and slogans to convey corporate culture and positioning.
ITC Avant Garde Gothic Bold
Avenir Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Avenir Book Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Avenir Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Avenir Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Secondary Typeface Avenir has been chosen as the secondary type family for its flexibility, legibility and clarity. Since it has a large range of weights, this type family is used for corporate documents as headings, subheads, and body copy. The most often used weights are Book and Heavy.
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Chadwick Mental Health Resource Centre
Business Card
Visual Standards Guide
Business Card (Front) Background Colour white Margin 1/3” margin on all sides
1/3” 1.1”
Staff Name ITC Avant Garde Gothic Bold 9/12 pt
2”
1/3” 1/3”
1/3”
Position Name ITC Avant Garde Gothic Regular 7/9 pt Align left bottom baseline 1/3” from left and 1.1” from top. Contact Information Avenir Book (T,C: Black) 6/7 pt Align left bottom baseline 1/3” from left and bottom
3.5”
Decorations Elements from corporate logo
Business Card (Back) Background Colour white Margin 1/3” margin on all sides
2”
1/3”
2/3” 1/3”
3.5”
Slogan ITC Avant Garde Gothic Bold 9/12 pt Align 2/3” from bottom and 1/3” from right Website ITC Avant Garde Gothic Bold 9/11 pt Align 1/3” from bottom and right Decorations Elements from corporate logo
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Chadwick Mental Health Resource Centre
Letterhead
Visual Standards Guide
Corporate Letterhead
1.5417”
Background Colour white Corporate Name
2.1667” 1.5417”
1.5417”
ITC Avant Garde Gothic Bold
11.5/13 pt Address Avenir Book (T,E: Black) 8/11 pt Align bottom left baseline to 1.5417” (9p3) from top and left Logo Align bottom right baseline to 1.5417” from top and right
11” Text Area
Positioning Statement ITC Avant Garde Gothic Bold 9/11 pt Align left bottom baseline 1.5417” from left and 0.5833” (3p6) from bottom Website ITC Avant Garde Gothic Bold 9/11 pt Align right bottom baseline 1.5417” from right and 0.5833” from bottom 1.3333”
1.5417” 0.5833”
8.5”
1.5417”
Text Area Margin 2.1667” (13p) from top 1.5417” (9p3) left and right 1.3333” (8p) from bottom Decorations Elements from corporate logo
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Chadwick Mental Health Resource Centre
Letterhead
Visual Standards Guide
Second Sheet
1.5417”
Background Colour white 2.1667” 1.5417”
1.5417”
Logo Align bottom right baseline to 1.5417” from top and right Positioning Statement ITC Avant Garde Gothic Bold 9/11 pt Align left bottom baseline 1.5417” from left and 0.5833” (3p6) from bottom Website
11”
ITC Avant Garde Gothic Bold 9/11 pt Align right bottom baseline 1.5417” from right and 0.5833” from bottom
Text Area
Text Area Margin 2.1667” (13p) from top 1.5417” (9p3) left and right 1.3333” (8p) from bottom Decorations Elements from corporate logo
1.3333”
1.5417”
1.5417”
0.5833”
8.5”
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Chadwick Mental Health Resource Centre
Visual Standards Guide
Letterhead
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Chadwick Mental Health Resource Centre
Visual Standards Guide
Letterhead
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Chadwick Mental Health Resource Centre
Envelope
Visual Standards Guide
Envelope (Front) Background Colour white
0.9”
Logo Align left bottom baseline 0.25”from left and 0.9” from top
0.25” 1.45” 4.125”
Corporate Name ITC Avant Garde Gothic Bold 11.5/13 pt Align left edge to 1.45” from left
Address Avenir 45 Book 8/11 pt Align left bottom baseline 1.45” from left and 0.9” from top
9.5”
1”
Envelope (Back) Background Colour white Positioning Statement ITC Avant Garde Gothic Bold 9/13 pt Align baseline to 1” from top Centred Decorations Elements from corporate logo
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Chadwick Mental Health Resource Centre
Mailing Label
Visual Standards Guide
Mailing Label Background Colour white Margins 1/3” from all sides 1”
Logo Align left bottom baseline 1/3” from left and 0.67” from bottom Corporate Name
1.45”
ITC Avant Garde Gothic Bold 11/13 pt Align left edge to 1.45” from left
4”
Address Avenir 45 Book 7.5/11 pt Align left bottom baseline 1” from top and1.45” from left
1/3”
0.67”
1/3”
1/3”
Positioning Statement ITC Avant Garde Gothic Bold 9/11 pt Align left bottom baseline 1/3” from the left and bottom Website
5”
ITC Avant Garde Gothic Bold 9/11 pt Aligh right bottom baseline 1/3” from right and bottom
Decorations Elements from corporate logo
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Chadwick Mental Health Resource Centre
Brand Touchpoints
Visual Standards Guide
Corporate Stationery
Print Media
•
Letterhead and second sheet
•
Proposals
•
Business cards
•
Reports
•
Various envelopes
•
Flyers and brochures
•
Mailing labels
•
Direct mail
•
Memos and notepads
•
Booklets and manuals
•
Directories
•
Annual reports
•
Fax Cover Sheets
•
Certificates
•
Posters and billboards
•
Misc. publicity
Business Forms •
Purchase orders, invoices, cheques
•
Inter-office envelopes
Other Promotions and Marketing
•
Memos and notepads
•
Slideshow templates
•
Internal forms
•
Display systems
•
Patient folders
•
Exhibitions and events
•
Patient forms
•
Giveaways for children and families
Web and Social Media
Miscellaneous
•
Website
•
Internal and external signage
•
Web-based forms
•
Interior decors
•
Web banners for advertising
•
Name tags
•
Emaill Signatures
•
Uniforms
•
Twitter, Youtube, Facebook
•
Vehicles
Brand Touchpoints To create a stong and cohesive identity, it is important that all visual elements of Chadwick Mental Health Resource Centre are used consistently. This enables the brand to increase awareness and recognition to the public. Each brand touchpoint is an opportunity to communicate company essence and to reinforce the brand in the audience’s mind.
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