brand guidelines
DESCRIPTION
Brand Guidelines for Ubiquity Bank of CanadaTRANSCRIPT
brand guidelines
1
The value of our brand
March 29, 2004
Companies are dynamic.
Much like living things, they grow,
adapt and change according to
the environment.
The Ubiquity brand expresses the
character of our company
— a highly motivated team
committed to meeting the needs
of retail and small business
clients across the nation.
brand guidelines
1
02
brand stewardship
03
corporate identity - the name
04 corporate identity - core values, mission statement
05
corporate identity - brand personality
06 corporate identity - taglines
07
corporate identity - consistency, key messages
08
corporate mark
09
corporate mark - vertical
10 corporate mark - horizontal
11
corporate mark - symbol
12
colour palette - primary
13 colour palette - secondary
14
colour reproduction
15
typography - primary
16
typography - secondary
17
do nots
18
do nots (continued)
19 sponsorship relationship
20
clothing applications
21powerpoint presentations
22
exterior signage – horizontal
23 exterior signage – vertical
24exterior signage – symbol
25glossary - file names and types
table of contents
March 2004
brand guidelines
2
Brand stewardship
The Ubiquity brand, like any other business asset, requires attention and care. That responsibility belongs
to everyone in the company. Each one of us is a live representative of the brand. The way we interact with
customers, business partners, vendors and each other makes a statement about our identity. Brand stewardship
means doing what’s right for Ubiquity based on a shared understanding of its spirit and strategic direction.
By leveraging the brand’s power in every application, the Ubiquity brand grows stronger. Building the brand
helps unify the company and enhances the appeal of our offering. By following these guidelines, we ensure that
the Ubiquity Bank brand will be presented in a consistent and cohesive manner.
2
brand guidelines
3
Ubiquity, is a word that is defined in the dictionary:
Ubiquity: n: the state of being everywhere at once (or seeming to be everywhere at once); omnipresence.
The nameUbiquity Bank of Canada is primarily a virtual bank. Clients can access their banking information 24/7 through a shared network of electronic service options – from the comfort of home, office or anywhere a computer or telephone can be accessed. Anytime, anywhere.
corporate identity
brand guidelines
4
corporate identity
Our coporate identityUbiquity Bank of Canada is a bank with roots in the cooperative system. Ubiquity delivers financial services through non-traditional forms of banking including phone, internet, mail, ATM or fax. Our virtual branch is characterized by attractive rates, a comprehensive menu of convenient, integrated electronic service delivery options and most impor-tantly, flexible products and services based on client needs – “what you want when you want it”.
Mission statementAt Ubiquity, our mission is to provide a unique blend of high-value financial products with convenient choices and service excellence to individual and business clients across the nation.
Core ValuesThe core values are the basic principals that guide our behaviour, to attract clients and develop full service long term relationships with them. Values are the bedrock of the brand.
Values statements
Provide accessible, professional, and friendly
service excellence
Be the preferred provider by offering attractive rates
and a comprehensive choice of convenient, integrated, electronic service delivery channels based on what
clients want
Build client loyalty and advocacy
Attract, develop, and retain quality employees
Provide quality technology to meet client needs
Be a responsive employer and a good
corporate citizen
brand guidelines
5
Brand personalityThe brand personality is the very essence of who we are. If our brand were a person, what adjectives would they use to describe us? The primary personality traits, identified below, are the most important. They should be used as a starting point in writing and designing for the brand.
corporate identity
trustworthy
flexible responsive savvy
intelligent accessible
brand guidelines
6
corporate identity
TaglinesThe Ubiquity taglines are:• Descriptive about the overall offerings of the bank• Attitudinal about core promises and commitment• Competitive from a “you can count on us” perspective• Aspirational like “just do it”• Promotes a strong call to action• Short, memorable and matter-of-fact
Ubiquity has two taglines that convey these messages.
Primary primary taglineThe primary tagline should be used on printed material whenever possible.
Web taglineSince the delivery channel for Ubiquity is primarily electronic services, a separate tagline was devel-oped for on-line applications. The web tagline should be used for internet marketing only.
Primary tagline
Web tagline
Ubiquity Bank of Canada ...what u want when u want it!
������������������������ �����������������������������������
������������������������ � ��������������������������
brand guidelines
7
Consistent messageConsistency is important to Ubiquity Bank of Canada, particularly in the way the organization communicates to the public. The key messages must be consistent in all aspects of communica-tion. Consistent key messages are as important as a consistent logo.
Key messages
Ubiquity is a full service bank that is a credible and trusted financial institution.
Ubiquity has attractive rates and a full menu of products and services.
Ubiquity offers convenient and flexible electronic service delivery options to its customers.
Ubiquity is a bank with roots in the cooperative system.
Ubiquity offers a high level of customer service.
corporate identity
brand guidelines
8
corporate mark
LogoThe ubiquity logo is comprised of two main elements: a symbol and a word mark.
The Ubiquity logo has been carefully designed to provide high impact and be easily readable and reproducible. The Ubiquity logo is strong, credible, trusted, professional and accessible. The logo is simple and, at the same time, modern and easily remembered.
In order to preserve the integrity of the Ubiquity brand it is vitally important that all reproductions of the logo use the approved artwork available from the Ubiquity Corporate Marketing team.
The trademark symbol must appear next to the symbol and word mark until we receive final approval of the symbol and name at which time the trademark symbol will be converted to a registered symbol.
symbol
wordmark logotype logo or corporate mark
corporate mark
™ ™
brand guidelines
9
Vertical This is the preferred configuration of the logo. It should be used whenever possible.
Protective spaceThe Ubiquity brand logo should never be crowded by other elements. The following diagram indicates proportionally the minimum space required around the logo.
Please note: The measurement is based on the diameter of the ‘circle’, in proportion to the word mark. Minimum space surrounding the whole logo relates to 50% of the ‘circle’ diameter.
Minimum sizeThe vertical logo should never appear at a size where the words “Ubiquity Bank of Canada” are less than .50”.
.50”
Vertical
Protective spaceMinimum size
corporate mark
brand guidelines
10
Horizontal This configuration of the logo is to be used when the image area prohibits use of the vertical logo. The size of the symbol is the same as the vertical version.
Protective spaceThe Ubiquity brand logo should never to crowded by other elements. The following diagram indicate proportionally the minimum space required around the logo.
Please note: The measurement is based on the diameter of the ‘circle’, in proportion to the word mark. Minimum space surrounding the whole logo relates to 50% of the ‘circle’ diameter.
Minimum sizeThe horizontal logo should never appear at a size where the words “Ubiquity Bank of Canada” are less than .50”.
Protective space
Horizontal
Minimum size
.50”
corporate mark
brand guidelines
11
The symbol may be detached from the logo and used as a graphic.
Symbol and logoIf the symbol and logo are to appear together, there should be a reasonable size differentiation between them.
If the logo is to be used on its own as a graphic, it may be cropped in one of the two following ways:
Acceptable cropThe symbol may be cropped on its left or right side. The letter “U” and period must always be fully visible.
Symbol and logo
Acceptable crops
symbol as a graphic
brand guidelines
12
Primary colour palette
Pantone: PMS 1805CProcess: C=0 M=91 Y=100 K=23Screen: R=187 G=45 B=63
Pantone: PMS Warm Grey 10Process: C=0 M=15 Y=27 K=56Screen: R=187 G=45 B=63
Colour usageColour is one of the most powerful features of a successful brand. Colour works on a subconscious level and quickly builds a brand’s personality.
The colours shown in this guide have been chosen strategically to differentiate Ubiquity from the marketplace.
Primary colour paletteThis combination should be used when rendering the logo. These colours should be chosen for use in all Ubiquity materials and appear to play a primary role.
Pantone (PMS) These are the primary corporate colours for repre-senting the Ubiquity logo. Where spot colour printing is selected, these Pantone colours should be speci-fied. The preferred Pantone version is uncoated.
Process (CMYK)The main corporate colours for representing the Ubiquity logo in full colour print applications. These CMYK percentages are a close match to the original Pantone specifications.
Screen (RGB)The main corporate colours for representing the Ubiquity logo digitally. These screen colours area a close match to the original Pantone specifications.
colour palette
brand guidelines
13
Secondary colour paletteIf there is an option for one to two additional colours beyond the primary palette, the secondary palette may be used as accents in typography and small graphic treatments, but should always appear to play a lesser role than the primary palette.
Secondary colour palette
Pantone: Warm Grey 5Process: C=0 M=5 Y=10 K=29Screen: R=184 G=178 B=170
Black
colour palette
brand guidelines
14
Preferred version: two-colourThe logo should appear in its two-colour version whenever possible.
One-colour versionIf the above colours are not used then the logo should be reproduced in 100% Black.
Background applicationsThe logo should appear in two-colour when produced on a Warm Grey 5 or black back-ground. The “U” inside the circle should be white.
Preferred version: two-colour One-colour version
Black background Warm Grey 5 background
colour reproduction
brand guidelines
15
Typography usageLike colour, typography is also a powerful tool in estab-lishing a brand’s identity. Consistency in typographic treatment, as well as in choice of typeface, provides continuity from one brand expression to the next.
Primary typeface The integrity of the Ubiquity fonts should be maintained at all times (i.e.. no vertical or horizontal scaling, added stroke, etc). This is not the same as the standard Helvetica font and substitutions should not be made.Fonts should be used for all typographic applications with the following recommendations:
Helvetica Neue 77 Bold CondensedHelvetica Neue 77 Condensed was chosen to render the wordmark. Major headings should utilize this weight. The preferred size is 18 points or larger. Where possible, headings should be rendered in all lowercase. The same font should be used for subheads and side bars. The preferred size is 10 points over 14 point leading.
Helvetica Neue 47 Light CondensedAll body copy should utilize this weight. The preferred size is 10 point over 14 point leading.
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Helvetica Neue 77 Bold Condensed
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Helvetica Neue 47 Light Condensed
typography
brand guidelines
16
typography
Secondary typefaceHelvetica Neue 55 RomanThis font is provided as an option for body copy only. The preferred size is 8 point over 12 point leading. In most instances, Helvetica Neue 47 Light should be chosen over this font.
Upper and lowercase should be used in most cases. All caps can be used for subheads but not for major heads or body copy.
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
Helvetica Neue 55 Roman
brand guidelines
17
ColourThe colour of the logo should not be changed.
GraphicsThe logo should not appear within frames or borders.
Minimum sizeThe logo should never appear at a size where the total width of the wordmark is less than .50”.
ScreensThe logo should not appear with any screens.
Size relationshipsThe size relationships between the logo elements should remain constant. If any elements of the logo should increase or decrease, all other elements should change proportionately.
Drop shadowsThe logo should not appear with drop shadows.
Axis of the logoThe axis of the logo should never be skewed other than a full 90 degrees.
Colour Graphics Minimum size
Screens
Axis of the logo
Size relationships Drop shadows
do nots
brand guidelines
18
Protective spaceThe logo should not appear without the minimum protective space around it. This applies to background field edges, page trim or box edges.
Colour of the symbolThe colour of the symbol should never be altered.
TrackingThe tracking of the logotype should never be altered.
Symbol positionThe position of the symbol should never be altered from what is outlined on pages 10 and 00.
Horizontal and vertical scaleThe horizontal and vertical scale should always change equally. Never stretch or condense the logo.
Over printingTo ensure clarity when printing on an image, the logo should always be reversed out of a dark or busy image. If the background has a low contrast or is a light tone, the logo should appear in all black.
White boxThe logo should never appear in a white box on a colour field or image area.
Protective space Colour of the symbol Tracking
Symbol position Horizontal and vertical scale
White box
do nots
Over printing
brand guidelines
19
When the logo is used in a co-sponsorship situation and it is the primary sponsor of the event it should be positioned above the other logos and separated by a fine ruled line.
Regardless, if Ubiquity is the primary or equal co-sponsor, or the sole sponsor, the following guidelines apply:
Colour reproduction should adhere to the guide-lines. Where possible, the logo should sit on a white or grey field and reproduce in its two colours (red and grey).
special event
sponsored by:
sponsorship relationship
brand guidelines
20
The following colour variations of the logo have been made available for clothing applications only. These concessions have been made due to the limitations of process (either silk screening or embroidery) and colours of material available.
White or light backgroundThe logo may appear in one colour: all black or in two colours: red and grey.
Red backgroundThe logo may appear in one colour: all white or all black.
Black or dark backgroundThe logo may appear in one colour: all white or in two colours: red and grey.
Tone on toneIf the clothing is a colour other than what is described above and the application is embroidery, then the logo may reproduce in a colour that is the same as the background, creating what can best be described as a “blind emboss” look. That is, although the embroidery thread is the same as the clothing, the embroidery stitching will define the logo.
Symbol onlyThe “U” may be used as the main graphic on clothing however, the full logo must appear on the clothing as well (for example on the sleeve).
One colour
Whi
te o
r lig
ht b
ackg
roun
dYe
llow
bac
kgro
und
Two colour
Blac
k or
dar
k ba
ckgr
ound
clothing applications
Symbol
brand guidelines
21
powerpoint presentations
The Ubiquity powerpoint template should be used for presentations.
brand guidelines
22
When applying the logo to exterior signage the preferred format is the logotype in white. In this format, the logo appears with high contrast and has a distinctive look that is in keeping with the brand personality. The symbol colours adheres to the standards as outlined in this guide.
Horizontal signageIf the proportion of the signage is wider than taller, and the primary element on the sign is the corporate mark, then the following rules apply:
Horizontal logoThe horizontal version of the logo is preferred. Generally, the logo should appear closer to the right edge than the left, if the sign width is less than two lengths of the wordmark.
Stacked logoWhen the proportions of the signage are less wide than the above, and the objective is to maximize the logo within the field, then the stacked version of the logo may be used.
Horizontal logo
Stacked logo
exterior signage
brand guidelines
23
Vertical signageIf the proportion of the signage is taller than wider, and the primary element on the sign is the corporate mark, then the following rules apply:
The stacked version of the logo should be used.
Stacked logo The logo is positioned more towards the top than the bottom. Generally, this option should be used when the application is at street level, allowing for easier visibility.
Wordmark with symbol An option to this standard layout is the sepa-rated configuration. The symbol is detached from the logotype, enlarged anywhere between 200% and 400%, and positioned above the wordmark. This configuration may be used when the appli-cation is above street level. Minimum protective space rule applies to the logotype.
Stacked logo Wordmark with symbol
exterior signage
brand guidelines
24
Symbol as a stand aloneIf the application is square or rectangular, the “U” within the circle should may be used as a stand alone.
exterior signage
brand guidelines
25
glossary
Explanation of file names and typesThis glossary aims to explain each file type found within the corporate identity files that Corporate Marketing will send out.
It is a common mistake to provide low resolution GIF or JPEG files for print. This guide aims to explain these common graphic types and their usefulness.
File Type Extension Common Use DescriptionBITMAP .bmp Microsoft Word Low-quality dotted image
GIF .gif website Low quality image JPEG .jpg/.jpeg website/photos Used for photographs and graphics and can be high quality, It is usually compressed until it is opened, used for both print and where a large logo may be required.
EPS .eps print Highest quality for print.
PDF .pdf documents/artwork This is a portable document format which allows complex documents or graphics to be viewed on any PC irrespective of whether the application which created the original is present.
QXD .qxd original artwork Quark Xpress document used as an artwork file by designers and printers. Cannot be opened in any other application.
INDD .indd original artwork Adobe InDesign document used as an artwork file by designers and printers. Cannot be opened in any other application.
AI .ai original artwork Adobe Illustrator document used as an artwork file by designers and printers. Cannot be opened in any other application.
PSD .psd original artwork Adobe Photoshop document used as an artwork file by designers and printers. Cannot be opened in any other application.