BRAND GUIDE BOOK .
150th Anniversary of Canada’s Confederation
150 t h A N N IVERSA RY O F CANADA’S CONFEDERATION 2015
Purpose of this brand guide book is to provide helpful guidelines to designers, partners and suppliers for proper brand logo usage. It is not to restrict creativity. Some of rules may be updated later.
This brand guide book is designed by Jung Kwon at Vancouver Community College for Canada 150th confederaton’s anniversary.
Table of Contents 3
Brand Essence 5 • Use The Logo Logo Usage 7 • Logo Type • Primary Logo • Horizontal Logo Lockup • Secondary Logo • Colour Variation • Area Of Isolation • Minimum Size Logo Specification 12 • Colour & Gradient • Typography • Rules Graphic Elements 16 • Pattern • Photography Application 20 • Stationary • Souvenir • Advertisement
CANADA . ÂStrong and peaceful, humble yet proud, free and potential. Our brand for 150th anniversary of Canada’s confederation is the expression of a rich past and a promising future with diverse nation of Canada.
Our brand is united but not uniform, simple but not quiet, friendly but not familiar, celebrating but not informal.
Brand Essence 5
STRONG PROUD FREE
Brand logo for 150th anniversary of Canada is synonymous with unity, celebration and dynamism. This can only be achieved by adherence to this guideline established by brand designer. USE THE LOGO Use original logo. Poor quality of the logo presentations tarnish the brand image. Use the logo on its own. The logo should not be combined with other words, or symbols.
LOGO USAGE
Logo Usage
CANADA 150th ANNIVERSARY BRANDING GUIDE
8
Canada 150
LOGO TYPE The Canada 150th anniversary logo is always displayed clearly and prominently. Primary logo must always be visually centered in clear white space. The logo was carefully designed and proportioned. It should not be altered and distorted.
PRIMARY LOGO This logo is our primary logo. Use it whenever possible.
HORIZONTAL LOGO LOCKUP To be used when there are space restrictions.
 Logo Usage 9
SECONDARY LOGO The secondary logo has a two colour gradient just in case of it being used on dark background. If possible, always use the primary logo
COLOUR VARIATION The primary version is preferred to used most. However these four colour variations can be used as well on different background colours.
10 Canada 150
AREA OF ISOLATION
MINIMUM SIZE Minimum size is the smallest size of the logo to maintain legibility. To ensure the legibility, the logo has to be bigger than 1.15” in width for print and 72 pixels in width for electronic and web media. The symbol and and logotype should be scaled proportionally. There is no preset maximun size.
1.11” for print 70px for web
1.15” for print 72px for web
clear space
Area of isolation is a clear space around the logo to preserve the integrity of the logo from other graphic elements. Always adhere to the indicated the clear space. It is measured by height of wordmark.
 Logo Usage 11
x height
x height x height
Logo Specification
LOGO SPECIFICATION
CANADA 150th ANNIVERSARY BRANDING GUIDE
Logo Specification 13
COLOUR & GRADIENT The primary logo is made with a gradient of 3 colours. The other gradient for the secondary logo is a two colour version with HEX F9C9DE and ED1C24. The percentages below depict the correct colour usage.
90º Angle
HEX F9C9DE RGB 249/201/222 CMYK 0/26/0/0 PMS 706C
HEX ED1C24 RGB 237/28/36 CMYK 0/100/100/0 PMS 485C
100% Aspect Ratio
HEX 430009 RGB 67/0/9 CMYK 52/100/90/64 PMS 4975C
14 Canada 150
TYPOGRAPHY The corporate fonts are Futura std and Proxima Nova. Futura Std is used for display font in primary logo and headline, and Proxima Nova for body text.
DISPLAY
Futura Std
Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()-–+ ABCDEFGHIJKLMNOPQRSTUVWXYZ
Book
abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()-–+
BODY
Proxima Nova
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()-–+ Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()-–+
 Logo Specification 15
RULES The logo must not be modified, altered or enhanced from the original design provided.
NO incorrect colour for wordmark
NO incorrect colour for symbolic mark
NO outline
NO tilting and stretching
NO misuse of background colour
NO grayscale
NO misuse of primary logo on dark background
NO graphic elements within clear space
NO adding drop shadows
GRAPHIC ELEMENTS
Graphic Elements
CANADA 150th ANNIVERSARY BRANDING GUIDE
 Graphic Elements 17
GRAPHIC ELEMENTS Graphic elements may be used to complement a design. It has to be a secondary elements to enhance and accent our brand.
Pattern The patterns were created with the elements of the Canada 150 logo for use throughout all of communication materials. These patterns have more flexibility in colour choices.
18 Canada 150
PHOTOGRAPHY Photography is a powerful way to convey the Canada 150th brand. Its photography must feature sceneries and people of Canada in celebration and festive mood. Photos which have deep depth of field are recommended.
 Graphic Elements 19
LOGO APPLICATIONS
Application
CANADA 150th ANNIVERSARY BRANDING GUIDE
Application 21
APPLICATIONS The following examples illustrate how the Canada 150th logo can be used for applications in marketing and communication materials.
Letter Head 8.5 X 11˝
Stationary Stationary should present the Canada 150’s primary logo clearly ans dominant. All contact and information should be legible by using Futura Std and Proxima Nova typefaces. Business card 2 X 3.5˝
22 Canada 150
Souvenir Souvenirs should be produced with the primary logo on white background and secondary logo on black background. Patterns also can be used for package, case and so on.
Iphone Case
T-shirts White
Mug Cup
Shopping Bag
T-shirts Black
 Application 23
Advertisement Advertising should feature prominent brand images and celebration of the anniversary. Flag, bus station ads, magazine and posters are recommended materials.