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The North Shore Rescue (NSR) is a Mountain Search and Rescue Team based in Vancouver, British Columbia Canada. The team consists of about 40 volunteers which are skilled in mountain, canyon, and urban settings. The team performs approximately 130 search and rescue operations annually. Members participate in different support or rescue categories, depending on individual skills and participation levels.
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PHOTO BY: NATHAN ANDERSON
TABLE OF CONTENTS 1 2
INTRO
Table of contents 3
4
(PG. 2)
THE BRAND
Logo process
(PG. 4-5)
(PG. 6-11)
5 SIZE & SPACING 6 7
TYPE & colour
OUTRO
(PG. 12-13)
DO’S & DON’TS
(PG. 14-15)
(PG. 16-17)
8 APPLICATION 9
(PG. 3)
(PG. 18)
(PG. 19)
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THE BRAND
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THE MISSION Establish an organization to search for, rescue and assist persons in distress NORTH SHORE
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Education
NORTH SHORE RESCUEAssist other organizations with similar
purposes
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Provide assistance to civil authorities
NORTH SHORE RESCUEProvide advice and expertise
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THE PURPOSE Provide search and rescue services to: Provincial Emergency Program (PEP) NORTH SHORE RESCUERCMP and municipal police services
NORTH SHORE RESCUEMunicipal fire services
NORTH SHORE RESCUEBC Ambulance Service
NORTH SHORE RESCUEOther SAR teams in BC and Washington
NORTH SHORE RESCUELocal / Regional governments during civil
emergencies.
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THE vision Create a logo to highlight: Who they are NORTH SHORE RESCUEWhat they do
NORTH SHORE RESCUEWhere they do there services
NORTH SHORE RESCUEThe target audience
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LOGO PROCESS
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SCUE PHOTO BY: TOM COOMER
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MOODBOARD
This moodboard helps to highlight the main focus of the North Shore Rescue in order to come up with ideas to begin the sketching process. It’s displayed by showing the areas that they offer there services which are mountain and urban areas. Also there are some other key images to highlight the aspect of what they do such as the
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magnifying glass, which signifies the search aspect. The rescue dog is an indication that they have additional help and are a part of the search and rescue team. All the pictures of people signify that it has to do with people being lost and the big keywords also help to clue in about what is going on and what the North Shore Rescue is all about.
VARIATIONS
As multiple variations of the logo began being created, we began playing exploring with different looks, typography, and placements of the elements. Adding the waves under the mountain replaced the original rope border we had as a significant element factor in the design. It also added more of a unique factor to it and helped to simplify the logo even further.
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PRIMARY LOGO (GREYSCALE)
RESCUE
PRIMARY LOGO (REVERSE)
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RESCUE SECONDARY LOGO (GREYSCALE)
SECONDARY LOGO (REVERSE)
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FINAL LOGO
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PRIMARY LOGO (COLOUR)
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NORTH SHORE
RESCUE SECONDARY LOGO (COLOUR)
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SIZE & SPACING
TH SHORE
SCUE PHOTO BY: BENJAMIN VOROS
SIZE MINIMUM SIZE 0.5” Height NORTH SHORE
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To keep the logo recognizable, readable and clear for the audience, the minimum size for this logo is to be used is a half-inch. NORTH SHORE
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spacing NORTH SHORE
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CLEAR SPACE
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To keep the logo noticeable and give it some breathing room, it is important to ensure that no other graphic elements or words enter the clear space around the logo. The clear space around the logo can be measured by the cross at the top of the logo.
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DO’S & DON’TS
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SCUE PHOTO BY: OLEG CHURSIN
LOGO (DO’S)
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(Landscape Logo)
(Portrait Logo)
(DON’TS)
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(Distort)
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(Rotate/Tilt)
(Reposition/ Add/Subtract elements)
(Change colours)
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RESCUE (Reposition wordmark) unless for secondary logo
RESCUE (Effects)
RESCUE (Resize individually)
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(Replicate wordmark)
RESCUE (Split wordmark)
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TYPE & COLOUR
TH SHORE
SCUE PHOTO BY: PAUL GILMORE
TYPE “THE FIVE BOXING WIZARDS JUMP QUICKLY” BEBAS NEUE (REGULAR)
A AAAA 72 pt
60 pt
48 pt
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A
36 pt
14 pt
A
12 pt
A
10 pt
A
30 pt
8 pt
A
24 pt
A
6 pt A
The font used in the logo is Bebas Neue Regular, which is a sans serif font. The font only displays one weight and style which is all uppercase. It represents the North Shore Rescue well because it’s simple, easy to read and quite bold so it would be easily visible from a distance.
colour
Colour always plays a very important role in brand identity as they also have meaning behind them. These are the only colours to be used in the logo and may not be switched around at any time. These colours must be used for both print and web materials.
CMYK 13 100 100 4
HEX #CB2026 RGB 203 23 38
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PANTONE 711 C
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CMYK 58 0 4 0
HEX #52C8EB RGB 82 200 235
PANTONE 305 C
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APPLICATION
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Even though a logo is simple it can still have great meaning behind it and also brings it some benefits. It helps to make it easily visible and readable when scaled down to a smaller size or looking at it from a distance. The final logo is a good representation of our brand due to how simple, versatile, memorable, timeless, and appropriate it is for audience purposes.
PHOTO BY: ABRAHAM OSORIO
© Copyright 2017 DESIGNED BY SHYEEM AMBROSE