150th Anniversary ofCanada’s Confederation

BRANDGUIDEBOOK .

150th ANNIVERSARY OF CANADA’S CONFEDERATION

2015

This brand guide book is designed by Jung Kwon at Vancouver Community College for Canada 150th confederaton’s anniversary.

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.

3 Table of Contents

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. Strong 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

STRONGPROUD

FREE

5

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.

CANADA 150th ANNIVERSARYBRANDING GUIDE

LOGO USAGE

Logo Usage

Canada 1508

LOGO TYPEThe 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.

9 Logo Usage

COLOUR VARIATION

The primary version is preferred to used most. However these four colour variations can be used as well on different background colours.

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

Canada 15010

MINIMUM SIZEMinimum 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.

1.15” for print 72px for web

1.11” for print 70px for web

AREA OF ISOLATIONArea 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.

clea

r spa

ce

11 Logo Usagex heig

htx heig

ht

x height

CANADA 150th ANNIVERSARYBRANDING GUIDE

Logo Specification

LOGO SPECIFICATION

13 Logo Specification

HEX F9C9DERGB 249/201/222CMYK 0/26/0/0PMS 706C

HEX ED1C24RGB 237/28/36CMYK 0/100/100/0PMS 485C

HEX 430009RGB 67/0/9 CMYK  52/100/90/64PMS 4975C

COLOUR & GRADIENTThe 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 100%Aspect Ratio

Canada 15014

DISPLAY Futura Std

Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

1234567890~!@#$%^&*()-–+

Book ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890~!@#$%^&*()-–+

BODY Proxima Nova

Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890~!@#$%^&*()-–+

Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890~!@#$%^&*()-–+

TYPOGRAPHYThe 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.

15 Logo Specification

RULESThe logo must not be modified, altered or enhanced from the original design provided.

NO incorrect colour forwordmark

NO misuse of primary logo on dark background

NO tilting and stretching

NO outline

NO graphic elements within clear space

NO adding drop shadows

NO grayscaleNO misuse of background colour

NO incorrect colour for symbolic mark

Graphic Elements

GRAPHIC ELEMENTS

CANADA 150th ANNIVERSARYBRANDING GUIDE

17 Graphic Elements

GRAPHIC ELEMENTSGraphic 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.

Canada 15018

PHOTOGRAPHYPhotography 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.

19 Graphic Elements

CANADA 150th ANNIVERSARYBRANDING GUIDE

LOGOAPPLICATIONS

Application

21

APPLICATIONSThe following examples illustrate how the Canada 150th logo can be used for applications in marketing and communication materials.

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˝

Letter Head 8.5 X 11˝

Application

Canada 15022

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 Mug Cup Shopping Bag

T-shirts BlackT-shirts White

23

Advertisement

Advertising should feature prominent brand images and celebration of the anniversary. Flag, bus station ads, magazine and posters are recommended materials.

Application