BRAND IDENTITY GUIDELINES
INDEX
ÂŽ is a registered trademark of The Cadillac Fairview Corporation Limited.
Introduction
02
Basic Elements
Logotype
Font Usage
Brand Colours
Trademark Standards
20
The Gift Card
Specifications
24
Messaging Guidelines
Audience
Tone and Voice
Messaging Taglines
34
Print Media
Print Guidelines
Layout Guidelines
Packaging
46
Digital Media
Font Usage
Web Colours
Banner Specs
INTRODUCTION C
adillac Fairview is passionate about the shopping, dining, and
entertainment experience. We get to know our consumers and what they want in a shopping centre, and then deliver it to them with sincerity and flair. Through fashionable shopping destinations, fresh dining concepts, and a variety of entertainment options, our customers deserve a day at Cadillac Fairview.  The Cadillac Fairview
, should be perceived as fun
(attainable/friendly). The
brand should be associated
with freedom (so many stores), and the dream of a guilt-free shopping experience. The brand message focuses on treats and indulgence to capture the consumer’s heart and mind.
The following guide outlines how to ensure both current and future marketing materials represent the Cadillac Fairview
brand
accurately and with a unified message.
1
BASIC ELEMENTS LOGOTYPE FONT USAGE BRAND COLOURS TRADEMARK
BASIC ELEMENTS The consistency of the Cadillac Fairview
brand image
begins with standard representation of the logo throughout all media. The following section will outline the treatment of the brand as well as examples of correct and incorrect usage of the logo as a single graphic element.
LOGOTYPE The following section is for guideline purposes only and should not be used to recreate graphics. When applying the logo, the files must be used as provided to ensure exact specifications.
1X= height of “S� in 1.25X Minimum Clear Space surrounding logotype
1.25X 1X
.5X
1X
.5X
1X
1.375X
3
LOGOTYPE STANDARD APPROVED LOGOS Preferred
Pantone Cool Grey 10 (CMYK or RGB equivalent outlined on pg. 13.)
Black
Single Colour Application in CMYK or RGB
Reverse
For use on reversed background adhere to clear space margins. (pg. 3)
LOGOTYPE USE CASES Pattern
Use the logo on the pattern. (To align logo within pattern: do not cross horizontal rows, center and allow for 50% square width to left and right of logotype.)
Reverse
Use the reversed logo on the approved brand colours when appropriate and legible. (pg. 13)
5
LOGOTYPE USE CASES Layer
Do not use the logo on backgrounds that interfere with legibility. Do not use logo on backgrounds without adequate contrast.
Size
Do not expand individual elements of logotype. Do not expand or stretch disproportionately.
Position
Do not change the positioning of logo elements. Do not tilt the logo.
LOGOTYPE USE CASES Colour
Do not use the logo in colours besides PMS Cool Grey, black or white. Do not use in varying shades or multiple colours.
Embellish
Do not add outlines. Do not apply artistic or textural altering effects.
Overlap
Do not overlap the clear space margin. (pg. 3) Do not overlap or interfere with legibility of the logotype.
7
FONT TRADEMARK ONLY
TRAJAN: ABCDEFGHIJKLMONPQRSTUVWXYZ 12345678910&!@#$%?{}+_ This font is a classic example of Roman letter forms; both elegant and practical. Trajan embodies quality while maintaining a friendly and attainable feel.* Trajan is used for the logo only. (Reference page 13.) *Trajan is an Adobe Original typeface designed by Carol Twombly in 1889. (Adobe.com)
FONT USE CASES Trajan is only used for the
or
.
Reference page 15 for additional trademark guidelines. *Logo colour usage below is for example purposes only, to represent noted areas.
Do not use similar serif fonts that could be mistaken for Trajan. Do not use Trajan for text other than
or
9
FONT LOGOTYPE & STANDARD TEXT
NEXA LIGHT: ABCDEFGHIJKLMONPQRSTUVWXYZ 1 2 3 4 5 678 9 1 0 & ! @ # $ % ? { } + _ Nexa Light is characterized by crisp geometric designs and excellent legibility. This beautiful sans-serif font combines clean uppercase letters with stylish ligatures.*
*The Nexa font family designed by Svetolav Simov in 2012. (myfonts.com)
FONT USE CASES
Nexa Light is used for Cadillac Fairview in the logotype. *Logo colour usage above is for example purposes only, to represent noted areas.
*Example used to illustrate Nexa Light Use Cases.
GIVE THEM THE GIFT THEY DESERVE: The Cadillac Fairview Give someone the gift of “me time.� The Cadillac Fairview
will let them enjoy endless
options for premier shopping, dining and entertainment. Purchase the
in any denomination from $5 to $500 online or at Guest Services in all
Cadillac Fairview shopping centres and select office towers. Visit cfshopcard.ca to find the shopping centre nearest you.
Use Nexa Light for headlines or sub-heads as shown above. Nexa Light should not be used for large blocks of copy. Use Open Sans for large blocks of copy. (pg.12) Use Trajan for
within copy. (pg. 9)
11
FONT GENERAL TEXT Open Sans Open Sans is a humanist sans serif typeface designed with an upright stress, open forms and a neutral, yet friendly appearance. It was optimized for print, web, and mobile interfaces, and has excellent legibility in large blocks of copy.* Open Sans is the official substitute for Nexa Light. Arial should be used as a substitute when Open Sans is not available.
ABCDEFGHIJKLMONPQRSTUVWXYZ abcdefghijklmonpqrstuvwxyz 12345678910&%$@?
USE CASES Use Open Sans for large blocks of copy. When Nexa Light is unavailable, Open Sans should be used as a substitute. Arial should be used as a substitute when Open Sans is not available. If both Open Sans and Arial are unavailable a sans serif font may be used.
Refer to Print Media for additional guidelines concerning print (pg. 37) Refer to Digital Media for additional guidelines concerning web (pg. 48)
*Open Sans typeface designed by Steve Matteson and commissioned by Google. (google.com/fonts)
BRAND COLOURS STANDARDS Consumers respond to colour instantly. Timeless core colours offset with modern support colours (shown smaller) play an important role in distinguishing the identity of the Cadillac Fairview
PMS Cool Grey 10 C
PMS 877 C Metallic Ink
CMYK 0/2/0/60
(Print Only)
RGB 128/127/131
CMYK 0/0/0/40
PMS 534 C
PMS 356 C
CMYK 100/80/30/5
CMYK 95/0/100/27
RGB 23/74/124
RGB 0/133/63
PMS 166 C
PMS 1915 C
CMYK 0/64/100/0
CMYK 0/71/20/0
RGB 244/123/32
RGB 241/111/145
brand.
13
BRAND COLOURS USE CASES Base
Pantones Cool Grey 10, 877, 534 and 356 are the foundation of the colour palette. Each of these colours carries a similar visual weight and may be used often and in large blocks throughout brand media.
Emphasis
Pantones 166 and 1915 provide bright, modern pops of colour to create emphasis or highlight information.
Corporate Pantone 356 is the primary colour used to invoke stability, endurance and persistence within corporate marketing materials. The colour of prosperity and abundance, of finance and material wealth; green represents the strength and stability of the Cadillac Fairview
brand.
TRADEMARK STANDARDS Legal English trademark =
Legal French trademark =
1.
Both trademarks shall be represented in UPPER case at all times. Please note – the French version of the gift card name is preceded by “LA” and as such cannot be used with any other prefix. For example – Notre carte shopping!, Votre carte shopping!, Les carte shopping!, Ma carte shopping! cannot be used.
2.
Both trademarks shall be written in the TRAJAN font, with the exception of web.
(refer to Digital Media pg. 48)
3.
®
and
MD
are the English and French symbols that identify a trademark as a
registered mark. ® and MD must always be superscripted.
4.
Both trademarks stand as is and cannot be pluralized. (For example: “shop! cards” is not acceptable) •
If need be for the English version, use –
gift cards.
•
If need be for the French version, use – les cartes cadeaux
5.
Singular Mention
If the name of the gift card is only being represented one time it must be used in conjunction with its full description of corporate attachment “Cadillac Fairview.” For example: •
English = The Cadillac Fairview
can be purchased at
Guest Services. •
French = Vous pouvez vous procurer Cadillac Fairview au service à la clientèle.
15
TRADEMARK STANDARDS 6.
Multiple Mentions •
The first time the trademark appears it must be fully represented (as per #5); -- Cadillac Fairview --
•
Cadillac Fairview.
The following (English or French as applicable) should appear as a footnote at the end of the document: -- ® a registered trademark of The Cadillac Fairview Corporation Limited. --
•
une marque déposée de La Corporation Cadillac Fairview Limitée.
MD
As the gift card is mentioned again throughout the remainder of your document, it should be referenced only as
. No further
registration will be required.
7.
Both trademarks are referring to a national gift card program and as such, neither the English nor French version shall be referred to as a mall-specific gift card. (Reference Sample #1 in the following Use Cases.)
8.
Proper use of trademark is not necessary when used in daily internal email communications, however, should the email be going to a portfolio or larger group please ensure proper usage.
9.
All documents referring to the Cadillac Fairview gift card program must be approved at head office prior to going live to the public. We ask that we have at least two full business days to review. Please note that Carla does not work on Thursdays.
TRADEMARK USE CASES The following are examples of how to properly reference the trademark in both single and multiple use formats.
Sample #1 Singular Use: •
Win a Cadillac Fairview
from Market Mall.
® a registered trademark of The Cadillac Fairview Corporation Limited.
•
Chinook Centre is giving away a $500 Cadillac Fairview . ® a registered trademark of The Cadillac Fairview Corporation Limited.
Plural Use: •
Win one of four $250 Cadillac Fairview
gift cards
from Promenade. ® a registered trademark of The Cadillac Fairview Corporation Limited.
•
Win $5,000 in Cadillac Fairview
gift cards from the
Four Fashion Centres. ® a registered trademark of The Cadillac Fairview Corporation Limited.
17
TRADEMARK USE CASES Sample #2 Single Use: •
Visit our FACEBOOK page and you could win a $500 Cadillac Fairview . ® a registered trademark of The Cadillac Fairview Corporation Limited.
Multiple Use: •
Visit our FACEBOOK page and you could win a $500 Cadillac Fairview . No one deserves a
more than you do!
® a registered trademark of The Cadillac Fairview Corporation Limited.
Sample #3 Single Use: •
Win a trip for two to the fabulous Canyon Ranch Plus $1,500 in Cadillac Fairview
gift cards. ® a registered trademark of The Cadillac Fairview Corporation Limited.
Multiple Use: •
Win a trip for two to the fabulous Canyon Ranch Plus $1,500 in Cadillac Fairview Use your
gift cards. to fill your luggage with great fashion finds.
® a registered trademark of The Cadillac Fairview Corporation Limited.
TRADEMARK USE CASES Sample #4 Single Use: •
Reward them with the gift they deserve. We made it easy to say Thank you! Available in any denomination from $5 to $500 the Cadillac Fairview can be used for purchases at Toronto Eaton Centre or any other Cadillac Fairview premier shopping centre across the country. ® a registered trademark of The Cadillac Fairview Corporation Limited.
Multiple Use: •
Thank them with the gift they deserve. Available in any denomination the Cadillac Fairview can be used for purchases at Toronto Eaton Centre or any other Cadillac Fairview premier shopping centres across the country. To purchase a
visit Guest Services on Level 2.
® a registered trademark of The Cadillac Fairview Corporation Limited.
19
THE GIFT CARD SPECIFICATIONS
21
SPECIFICATIONS The
is the gift card that suits everyone. A unique metallic
texture and the illusion of depth make the
stand out
above competitors and illustrates a premium status. The overall effect is a classic treatment with a modern finish that consumers will be delighted to give and receive.
3.375”
Logo: 2.125”
2.7568” w. 0.3929” h.
Logo: 2.7601” w. 0.3968” h.
SPECIFICATIONS *Pink is used for key purposes only, to represent noted areas.
= Pantone Cool Grey 15% = Pantone Cool Grey 7% = Pantone Cool Grey 25% = Pantone Cool Grey 20%
= Silver Hot Foil Stamping * Does not include ®
SHOP! CARD
®
cfshopcard.ca
= Pantone Cool Grey 10 * Includes ®
Fees may apply. See back.
= Pearl Silkscreen *Full card background
23
MESSAGING GUIDELINES AUDIENCE TONE AND VOICE MESSAGING TAGLINES
25
AUDIENCE
The core Cadillac Fairview
consumer and audience is the
person purchasing the gift card; the Giver. The demographics of this primary consumer are shown below. The secondary consumer audience is the receiver of the
; the Recipient. This Recipient may
fall into the core demographic of a female, 25-54, but they may not. This person may be male, a teenage boy or girl, a more mature consumer, or younger. When messaging towards the
consumer,
both the giver and the recipient should be taken into consideration. The messaging should be universal enough to appeal to a broad audience, but specific enough to ensure each consumer feels uniquely recognized.
Core Demographics Consumer Average Age = 38.9
Average Household Income = $84,000
70% Female, 30% Male
Psychographics
The Cadillac Fairview shopper cares about her appearance, is interested in trends and enjoys “retail therapy.” She likes Cadillac Fairview because it’s convenient and provides many choices. She is not elitist or snooty. She is sophisticated, smart and savvy. Our consumers like Cadillac Fairview centres because they feel comfortable and include a variety of tastes and styles.
Corporate
Though Cadillac Fairview’s corporate customers value the same style as general consumers, they rank convenience, ease, and reliability of service at the top. Corporate customers purchase in bulk (for employee recognition, reward and incentives) and also for the purpose of reselling or embedding within other loyalty programs or services. The corporate customer likes the Cadillac Fairview appeal and versatility for a variety of recipients.
because of its broad
TONE AND VOICE We want customers to be brave and make bold fashion statements, while anticipating a day of fun that provides a break from routine. The Cadillac Fairview shopper is excited to try a new trend or be the first one of their friends to wear a style. The whole experience of shopping is thrilling to her, and she is empowered to not just shop with her
but
discover new cuisine or even spend a day at the movies. This means our content emboldens, gives confidence, talks to them like a good friend would (you look amazing) and gives the consumer permission to be flirty and fun. The messaging is inclusive of not just retail goods, but all the experiences available to her in dining and entertainment. She can shop anywhere, but if she wants the full package of shopping, dining and entertainment; the
On Trend
can deliver.
Content should feel fresh, relevant and creative. Content should always be in front of changing seasons and styles, and offer tips for a creative, intelligent audience. Offer guidance, but don’t seem like a know-it-all.
Attainable Content should be easy for people to consume and act on, so they feel empowered, smart and in-the-know when they leave. The key is to give “bite-sized” pieces of content, so the customer doesn’t feel overwhelmed. Premium
Content should always communicate premium brands, never “discount/ bargain.” Communicating sales and offers is fine, but use language that feels upscale, like the customer reading it is the only one who knows about the “exclusive engagement.”
Refined
Content should feel youthful and energetic, but not “teeny-bopper.” No use of “text language” or slang. Clever, punchy lines work, but only if they make the customer feel smart, sassy and empowered. Our customer is educated, so let’s treat her that way.
27
MESSAGING Approximately half of gift cards are purchased during the months of October through December. These gifts may range from lower denomination stocking stuffers of $10 to high denomination year-end bonuses of $500.*
The bulk of gift cards are given for birthdays and purchased throughout the year. Birthday gift giving can be messaged year-round. Thank You gifts are another major reason consumers purchase gift cards.
When engaging with customers, ensure that the major giving occasions of Birthdays, Holidays, and Thank-Yous are discussed. The is perfect for everyone on her list.
GIFT CARD PURCHASES BY OCCASION 65% 50%
4%
3%
1%
1%
Anniversary
Back-to-School
Hanukkah
Going Away Gift
Other Holiday
6% As a Prize or Incentive
8%
6% Congratulations
8% Baby Shower
9% Father’s Day
9% Wedding
11%
Mother’s Day
12%
Graduation
12%
No Special Occasion
Thank You
Christmas
Birthday
13%
*Messaging information based on major US retailer gift card industry data, GCI’s primary research, and First Data’s yearly consumer study of closed loop gift cards.
TAGLINES GENERAL
These statements stand alone and may be used as a “call-to-action” within the site to enforce the card’s benefits in a familiar and fun way.
Consumer: Give the gift she deserves
Give the gift he deserves
Give the gift they deserve
Corporate: Reward them with the gift they deserve
Thank them with the gift they deserve
Recognize them with the gift they deserve
USE CASES BY AUDIENCE Women:
From the dress she’s been dying for, to the dinner she’ll wear it to, the Cadillac Fairview
ensures the gift will always be the right
colour, the right size, and exactly what she wants.
The
is redeemable at thousands of shopping, dining and
entertainment destinations in premier Cadillac Fairview shopping centres across Canada.
Give a
. It’s the all-access pass to take that guilt-free
shopping trip.
Give a
. She deserves to get what she wants.
29
TAGLINES USE CASES BY AUDIENCE Women Continued.. Give the gift of “me time” at Cadillac Fairview shopping centres. The lets her enjoy endless options for premier shopping, dining and entertainment.
Only one gift card gives her the complete freedom to be her fashion icon self. The Cadillac Fairview
: She deserves freedom
of style.
For reasons too numerous to count, give her the only gift card as special as she is. The Cadillac Fairview
: She deserves it.
From “just because” to “because you’re you,” the
The Cadillac Fairview
fits.
: Because she deserves it.
When a simple card just won’t do. When words seem too few. What she really wants, what she most deserves is The Cadillac Fairview : The ultimate “Thank You.”
TAGLINES USE CASES BY AUDIENCE Men:
The Cadillac Fairview
: Because he deserves it.
Whatever his style, the Cadillac Fairview
just fits.
Give the gift that’s always on his list. The Cadillac Fairview
:
He deserves it.
Give the gift that says, “you’re a great dad.” The Cadillac Fairview : He deserves it.
From “just because” to “because you’re you,” the
fits.
For reasons too numerous to count, give him the only gift card as special as he is. The Cadillac Fairview
: He deserves it.
31
TAGLINES USE CASES BY AUDIENCE Groups:
The Cadillac Fairview
: The ultimate “Thank You.”
Give the gift of options at Cadillac Fairview shopping centres. The lets them enjoy endless options for premier shopping, dining and entertainment.
Looking for the gift that always fits? Give them the Cadillac Fairview . Redeemable at shopping, dining, and entertainment destinations in a Cadillac Fairview shopping centre near you.
The
ensures that they get the gift that will always be the
right colour, the right size and just what they want.
The Cadillac Fairview
: The perfect gift for everyone on
your list.
For reasons too numerous to count, give them the only gift card as special as they are. The Cadillac Fairview
: They deserve it.
Redeemable at thousands of shopping, dining, and entertainment destinations across Canada. The Cadillac Fairview
is your
ticket to easy gift giving.
If “Boss of the Year” is your goal , the Cadillac Fairview your go-to gift card.
is
TAGLINES USE CASES BY AUDIENCE Groups Continued.. The
is redeemable at premier shopping, dining, and
entertainment destinations within Cadillac Fairview shopping centres across Canada. You can purchase the
easily online or by
visiting Guest Services at any Cadillac Fairview shopping centre.
Whether you need a business gift that says “thank you“ or an achievement award that says “congratulations,” the Cadillac Fairview
is
the perfect reward. Give the gift they deserve.
Teens:
Only one gift card gives her the complete freedom to be her fashionista self.
If she wants what she wants, when she wants it, a Cadillac Fairview is the only gift that will do.
If “Fashionista” is her goal, the Cadillac Fairview
is her
gift card.
The Cadillac Fairview
: Give her the freedom of style.
Never worry about buying the wrong thing again. The Cadillac Fairview : It just fits.
33
PRINT MEDIA
PRINT GUIDELINES LAYOUT GUIDELINES PACKAGING
35
PRINT GUIDELINES COLOUR & FINISH
PMS 877 C Metallic Ink (Print Only) CMYK 0/0/0/40
Finishes
Metallic finishes for printed marketing materials, packaging, and the show premium status and added value. Pantone 877 Metallic Ink should be used as the primary colour for print materials when available.
Packaging Pantone 877 Metallic Ink is the foundation of the packaging colour palette. Pattern colours (shown on the following examples in approved navy) may vary by season using any of the approved brand colours as well as seasonal additions shown below.
Spring
Summer
Fall
Winter
PMS 375 C
PMS 321 C
PMS 2617 C
PMS 200 C
LAYOUT GUIDELINES SPACING & FONT USAGE Every printed piece that bears the Cadillac Fairview logotype speaks for the brand image. A wide variety of collateral can have a unified look and feel through adhering to a few simple guidelines. Keep these in mind to help ensure all printed materials increase brand recognition and represent the Cadillac Fairview
tone
and message.
1. WHITE SPACE
White space attracts the eyes more than clutter and creates sophisticated and elegant layouts. Generous amounts of white space imply luxury and quality.
2. NEXA LIGHT FONT USED ON HEADLINE
Using one font for headlines and one for body copy creates a recognizable hierarchy. Nexa Light adds style and interest in classic uppercase headlines with a modern twist.
3. OPEN SANS FONT USED ON BODY
While Nexa Light shines as a modern and stylish headline, it falls short when used in large blocks of copy. Open Sans is a more neutral and well-balanced font optimized for print, web and mobile interfaces with excellent legibility in larger blocks of copy.
37
LAYOUT GUIDELINES USE CASES: ADVERTISEMENT
1. NEXA LIGHT FONT (headline) 2.
trademark used in copy. (refer to pg. 15)
3. OPEN SANS FONT (body copy) 4. OPEN SANS FONT (highlight in approved palette colour) 5. WHITE SPACE 6.
photo used as an additional graphic when applicable.
LAYOUT GUIDELINES USE CASES: LETTERHEAD
TERMS + CONDITIONS Your SHOP! CARD is subject to Terms and Conditions. A copy of the Terms and Conditions may be obtained from the guest service representative. The Terms and Conditions include a non-refundable maintenance fee of $2.50 which will be automatically deducted each month, starting 16 months after card activation date. If requested by Cardholder in month 15, the 16 months will be extended to 19 months. The fee for replacing lost, stolen or damaged cards is $1.50 per card.
INFORMATION • •
• •
The SHOP! CARD gift card is available in denominations of $5 to $500. Purchase of your SHOP! CARD is subject to a one time processing fee: − 1 to 25 cards - $1.50 per card − 26 to 50 cards - $1.00 per card − 51 to 99 cards - $.75 per card − Over 100 cards – processing fees waived All processing fees are waived on one time orders of $1,000 or more. Your SHOP! CARD is not re-loadable and not redeemable for cash.
PAYMENT METHODS • • • • • •
• •
Cash / Debit Cash limit of $1,000 per transaction per day. MasterCard / VISA / AMERICAN EXPRESS Credit Card limit $3,500 per transaction, per day. Credit Card holder must be present with card for verification with signature or pin entry for any credit card purchase. Due to anti-money laundering policies, guest services staffs are required to obtain the customer’s name for personal purchases over $3,000 and the Company name for corporate purchases over $3,000. Electronic Funds Transfer / Certified Cheque Please allow approximately 10 business days to process orders purchased by certified cheque. ®
a registered trademark of The Cadillac Fairview Corporation Limited.
1. WHITE SPACE (header not cluttered with information.) 2. NEXA LIGHT FONT (headline) 3. NEXA LIGHT FONT (sub-head) 4. OPEN SANS FONT (body copy) 5.
photo used as an additional graphic when applicable.
39
LAYOUT GUIDELINES USE CASE: PRESENTATION
1. NEXA LIGHT FONT (headline and sub-head) 2.
trademark used within copy. (refer to pg. 15)
3.
photo used as an additional graphic when applicable.
4. WHITE SPACE (layout not cluttered with minimal footer)
PACKAGING ENVELOPE SPECIFICATIONS The
packaging adds anticipation and added value to the making it an experience consumers are delighted to give
and receive. Premium packaging reinforces the visual and textural weight of the
with the rich use of Pantone 534 and a touch of
shine from Pantone 877 Metallic Ink.
Inside
Outside
10.7619“
White lines mark the location of die-cut. Official FSC logo inserted by printer. 9.4127“
41
PACKAGING ENVELOPE SPECIFICATIONS *Orange is used for key purposes only, to represent noted areas.
= Pantone 534 70% = Pantone 534 60% = Pantone 534 83% = Pantone 534 100%
Pantone 534
25% Pantone 877 Metallic Ink 100% Pantone 877 Metallic Ink
White lines mark the location of die-cut slits. Pantone 877 Metallic Ink
PACKAGING PILLOW PACK SPECIFICATIONS
13“
White lines mark the location of die-cut slits. Official FSC logo inserted by printer.
8.25“
43
PACKAGING PILLOW PACK SPECIFICATIONS
Pantone 877 Metallic Ink
25% Pantone 877 Metallic Ink
Pantone 877 Metallic Ink
Open:
Closed:
Pantone 877 Metallic Ink
“To” and “From” in Pantone 534
PACKAGING INSERT SPECIFICATIONS *Orange is used for key purposes only, to represent noted areas.
= Pantone Cool Grey 15% = Pantone Cool Grey 7% = Pantone Cool Grey 25% = Pantone Cool Grey 20%
Front:
Type in Pantone Cool Grey 10.
Back:
0.4057“
3”
Insert width = 5.5”, Logo width = 2.8463”
45
DIGITAL MEDIA FONT USAGE WEB COLOURS BANNER SPECS
47
FONT USAGE Body text for the Cadillac Fairview’s
website is set in
Opens Sans, a free font from Google Web Fonts. You can embed the code available on the Google Web Fonts website, or you can download the font and upload to your own server. Site headers and some titles are set in Open Sans. Navigation links are set in Open Sans regular for all inactive states and Open Sans bold for all active states.
Open Sans Open Sans has excellent legibility in large blocks of copy.
ABCDEFGHIJKLMONPQRSTUVWXYZ abcdefghijklmonpqrstuvwxyz 12345678910&%$@? Arial
Arial is a sans-serif typeface included in Microsoft’s standard web fonts.
ABCDEFGHIJKLMONPQRSTUVWXYZ abcdefghijklmonpqrstuvwxyz 12345678910&%$@?
TRADEMARK WEB EXCEPTION Trademarks shall be written in Trajan, with the exception of text written in html. Trademarks not in html (ex: linked graphics for web use with flattened or outlined text) follow the same rules as print media and must use Trajan. (refer to pg. 15)
FONT USAGE Trajan, the official
font, should never be used anywhere
on the site or in digital assets of any kind, including emails, banner ads, presentations or any sort of digital file or documentation. Equally, any font carrying close resemblance of Trajan (serif fonts such as Garamond, for example) should not be used in order to avoid confusion or misunderstanding when it comes to the Trajan rule.
Nexa Light, may be used in moderation in any digital collateral material. As a general rule, for heavy text or large blocks of copy Opens Sans should be used. Open Sans is a very good substitution for Nexa Light, whenever Nexa Light is not available.
When Open Sans is not available, Arial is the next acceptable substitute. If Arial isn’t available, the next acceptable option should be a san serif font.
GENERAL STYLING RULES
Paragraph: Opens Sans, 14px, HEX #202020 H1: Open Sans, 56px, HEX #1a355e for consumer pages, HEX #047832 for corporate pages
H2: Open Sans, uppercase, 35 px, H1 colours apply
H3: Open Sans, uppercase, 24px, H1 colours apply
H4: Open Sans, uppercase, 18px, H1 colours apply, may use #65646a
Navigation Links inactive:
Open Sans, uppercase, 18px, #65646a
Navigation Links active:
Opens Sans Bold, uppercase, 18px, #65646a
49
WEB COLOURS
HEX #1a355e
HEX #e75204
HEX #047832
HEX #f54a7e
HEX #65646a
HEX #8c9192
The Cadillac Fairview website utilizes a clean white background with the preferred
logo, anchored on the top left corner. The
primary palette for the consumer website is based on navy (HEX #1a355e) and orange (HEX #e75204). These colours may be applied to buttons, links and graphics throughout the site.
Secondary colours (Green HEX #047832 and Pink HEX #f54a7e) should be used to highlight or accent within the site including links, rules and lines, table headings or as a background colour for a small block such as a promo area. Support colours work best when used in moderation and should never take over an entire page background or large blocks of text. For overall body copy, the approved grey (HEX #65646a) should be used.
WEB COLOURS CORPORATE COLOUR VARIATION As previously described under Basic Elements, green is the primary colour for our corporate materials and web pages. The colour of prosperity and abundance, of finance and material wealth; green represents the strength and stability of the Cadillac Fairview
brand and it should
be used as the highlight colour for our corporate pages.
CONSUMER PAGES’ ELEMENTS Web buttons for all consumer pages should be designed in navy and orange HEX values. As a general rule, please follow:
Primary buttons linking to general information, stating a location or designated area should be designed in our official web navy. Examples:
SHIPPING OPTIONS >> PAYMENT METHODS >> Buttons containing warnings, call to actions or specific direction to act should be designed in our official web orange.
Examples:
PURCHASE NOW! >> LOG IN >> SEARCH >>
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WEB COLOURS CORPORATE PAGES’ ELEMENTS Primary buttons linking to general information, stating a location or designated area should be designed in our official corporate web green. Examples:
SHIPPING OPTIONS >> PAYMENT METHODS >> Buttons containing warnings, call to actions or specific direction to act should be designed in our official corporate web green.
Examples:
PURCHASE NOW! >> LOG IN >> SEARCH >>
NOTE ON LINKS All primary button links on our website are centered, in all capital letters, in Open Sans and accompanied by “carets” (“>” as shown above). Secondary or minor links in text form may be indicated by colour highlights adhering to the colour palette guidelines outlined previously (pg. 50)
A triangle (shown left) before a navigation link and in rare cases before button links, indicates state and placement. This lets the web user know that a link is active and he or she is currently on the indicated page.
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A double caret (shown left) after the text in a button link indicates
an action to take place or additional content to be viewed upon clicking.
BANNER SPECS Main Banner refers to a primary banner space with rotating content and headlines. Promo Area - Custom refers to space used for highlighting
selling features.
IAB Standard Promo Area refers to promotions affiliated with Cadillac Fairview shopping centres, events or retailers.
Homepage 1:
1. Main Banner 1093 x 579 pixels 2. Promo Area - Custom 205 x 388 pixels 3. IAB Standard Promo Area 300 x 250 pixels
Homepage 2:
1. Main Banner 1093 x 579 pixels 2. Promo Area - Custom 205 x 388 pixels 3. IAB Standard Promo Area 970 x 250 pixels 4. IAB Standard Promo Area 300 x 250 pixels
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BANNER SPECS
Homepage Corporate:
1. Main Banner 1093 x 579 pixels 2. Promo Area - Custom 205 x 388 pixels 3. IAB Standard Promo Area 300 x 250 pixels
Homepage Corporate 2:
1. Main Banner 1093 x 579 pixels 2. Promo Area - Custom 205 x 388 pixels 3. IAB Standard Promo Area 970 x 250 pixels 4. IAB Standard Promo Area 300 x 250 pixels
BANNER SPECS ADDITIONAL ASSETS Standard Packaging Image: Shows pillow pack and envelope packaging. (Additional variations available in Graphic Library.)
Standard Gift Card Images: Single used primarily for consumer graphics. Stacked used primarily for corporate graphics. (Additional variations available in Graphic Library.)
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