brand identity guidelines - 211 ontarioambassadors.211ontario.ca/.../2015/04/211-branding... ·...

Brand Identity Guidelines

November 2015

Contents

1.0Overview

1.01 Our Corporate Identity1.02 Our Vision and Mission 1.03 Our Visual Identity 1.04 Contact

2.0The Logo

2.01 NATIONAL Logo2.02 ONTARIO Logo Variations2.03 Logo Size Usage2.04 Partner Logo Usage2.05 Exclusion Zones2.06 Logo Colour Versions2.07 Rules of Use 2.08 Using the Correct Logo

3.0Basic Elements

3.01 Brand Colours3.02 Typography3.03 Photography3.04 Footer3.05 Messaging Tone & Language3.06 United Way Relationship

4.0Brand Usage / Examples

4.01 Bookmark4.02 One Page Marketing Piece4.03 Poster4.04 Web Banners4.05 Caller Stories4.06 First Responders Card4.07 Letterhead4.08 Fridge Magnet4.09 PowerPoint Presentation

1.00

Overview | Our Corporate Identity

1.0Overview

1.01 Our Corporate Identity1.02 Our Vision and Mission 1.03 Our Visual Identity 1.04 Contact

Our Corporate Identity Welcome to the guidelines for Ontario 211’s corporate

identity. This identity has been developed in response

to Ontario’s 211 Ambassadors Toolkit project initiated in

November 2014.

The creative work for the identity is based on the input

from national and regional partners. It builds on the visual

traditions of 211 Canada. The strength of 211 Ontario’s

visual appearance is important to distinguish us instantly in

the minds of our audiences.

The identity is intended to provide increased coherence in

the way we present ourselves and a visual shorthand for

the values, objectives and qualities. It has been designed

in a way that allows it to be applied across a wide range

of media while retaining its visual integrity and impact. All

new materials commissioned from November 2014 onward

should use the new identity. All literature and merchandise

should comply with the new guidelines commencing

immediately.

The guidelines have been designed for use by partners

within the organisation as well as by design professionals.

It is anticipated that over time additional creative input and

increased use will lead to additional advice and guidance in

later versions of this document. Any views, comments or

requests for help in interpreting them should be referred

to Destiny Bedwell (email: [email protected]) which

is the main point of contact for visual identity queries.

1.01

Overview | Our Corporate Identity

Our Vision 211 will be widely known as the first and best place for all Canadians to find and connect to human services – the ‘branded network’ or gateway to human services – and a primary source for information about human services for government, funders, planners and people looking for help.

For individuals looking for help, 211 is a number they know

and trust to provide the right resources, the first time. 211

helps people connect to their communities and maintain a

good quality of life.

For agencies, 211 is a trusted resource to help them find

services for their clients, and to receive qualitative caller

needs data that provides additional insight about the

needs in the community.

For Emergency responders and Emergency Managers, 211

provides a channel for authoritative information to and

from the public regarding non-urgent needs and services,

allowing them to focus their resources on their core

mandate.

For government planners and other decision-makers,

211 provides rich data about caller/user needs to help

inform their investment and policy decisions regarding

social, health and government services. Through the

adoption of Open Data principles, 211 will also provide

the authoritative source of human services data that

can be accessed and leveraged to support community

development initiatives at all levels.

Our Mission The mission of 211 in Canada is to effectively connect people with the appropriate information and services, enhance Canada’s social infrastructure and enable people to fully engage in their communities.

211 Ontario delivers on this mission through an award-

winning phone Information & Referral service, and

through the collection and maintenance of Ontario’s

most comprehensive database of services as well as data

on caller needs and trends. 211 Ontario is built from the

community up and delivered through a strong network

of Regional Service Partners and Data providers across

the province. 211 Ontario is supported by the Ministry of

Community and Social Services, United Ways, municipalities

and private/public sector partners.

1.02

Overview | Our Mission & Purpose

Our corporate identity includes a logo and supporting typefaces, but it is the way

these are used and the context in which they appear that is equally important to the

corporate identity. Placing Ontario 211’s logo in an inappropriate publication or on

literature that is poor quality undermines the way in which it can communicate the

organization’s strengths. It is also important to respect the minimum size and ‘exclusion

zone’ constraints of the logo to ensure that its visual power is maximised.

The logo itself represents a national brand. It represents a not-for-profit agency with

high standards and it is regularly associated with other high profile and trusted brands

such as the United Way and the Province of Ontario.

The full use of the 211 logo and tagline makes is immediately clear that 211 exists to

help and guide members of the Ontario public, regardless of their station.

While the 211 brand is relatively new, more and more it is recognized by those in the

sector (and those they serve) as a go-to organization for information about community,

health, social and government services. A consistent application of the visual identity

will ensure that all of the organizations involved in the 211 system are both promoting

211 and benefitting from its increased awareness and perceived value across the

province.

1.03

Overview | Our Visual Identity

Ontario

Any views, comments or requests for help in interpreting these guidelines should be referred to Destiny Bedwell which is

the main point of contact for all visual identity queries.

Destiny Bedwell: [email protected]

1.04

Overview | Contact

2.00

The Logo

2.0The Logo

2.01 NATIONAL Logo2.02 ONTARIO Logo Variations2.03 Logo Size Usage2.04 Partner Logo Usage2.05 Exclusion Zones2.06 Logo Colour Versions2.07 Rules of Use2.08 Using the Correct Logo

The 211 logo has been constructed

carefully. Never recreate the logo

by typing it out. Only the provided

versions of the logo should be used

at all times.

There are two versions of the logo:

01 Standard logo 02 Standard Canada logo

The 211 Canada logo is made of

three distinct graphic elements:

logo mark + lock-up + registered

trademark symbol.

2.01

The Logo | NATIONAL Logo

02 STANDARD CANADA LOGO01 STANDARD LOGO

The logo is comprised of three

inseparable parts: the numbers

211, the Red Oval and the “®”. One

element may not be separated from

the other and the letters 211 may

not be used on their own.

There are three versions of the logo:

01 Standard logo 02 Standard Provincial logo03 Standard logo with Tagline

The Standard Provincial logo is the

preferred version and should be used

wherever possible.

The Provincial version should be used

when a logo is required below the

minimum height of the Standard

version or where the space available

is more appropriate to a horizontal

lock-up.

2.02

The Logo | ONTARIO Logo Variations

02 STANDARD PROVINCIAL LOGO01 STANDARD LOGO

03 STANDARD LOGO WITH TAGLINE

Ontario

2.03

The Logo | Logo Size Usage

Recommended sizes The artworks for the Standard logo,

the Standard logo with tagline and

Standard Provincial Logo have been

produced at the optimum size for

usage on standard letter documents

(8.5x11).

Measurement The Standard logo is measured from

the baseline of the red oval to the

top of the red oval.

02 STANDARD LOGO WITH TAGLINE 03 STANDARD PROVINCIAL LOGO01 STANDARD LOGO

MINIMUM HEIGHT 20 MMThe Standard logo should not appear smaller than 20mm in height.

MINIMUM HEIGHT 30 MMThe Standard Logo with Tagline should not appear smaller than 30mm in height.

MINIMUM HEIGHT10 MMIf your design requires the Horizontal logo to go below this height then you must replace it in the design with the Small use logo.

Ontario

Ontario

2.04

The Logo | Partner Logo Usage

211 in Ontario is made up of seven

Regional Service Partners, more

than 30 local Data Providers, 40

local United Way agencies and a

governance organization, Ontario

211 Services. It is important that all

stakeholders can demonstrate their

involvement in the 211 system, and

speak proudly about their role in

their own corporate communications

materials. The consistent application

of the partner logos will allow us to

grow greater awareness through

co-branding with other recognizable

logos and brands.

The logo options to the right outline

what is available for use by partners

(depending on role outlined in 211

agreements). They follow all other

brand guideline rules for logo use, as

specified in this document.

01 STANDARD PARTNER LOGO

Ontario Data Partner Ontario Regional Partner

Other NameGoes Here

01 VISUAL DATA ATTRIBUTION - POWERED BY

2.05

The Logo | Exclusion Zones

Standard LogoThe logo requires space around it in

order to maximize its visual presence.

An exclusion zone around the logo

prevents any graphic element from

interfering with its integrity.

The guidelines opposite show the

logo exclusion zone. Please ensure

no other graphic elements or text

are placed within these zones.

Standard Partner LogoWhere the logo appears with an

Partner descriptor below it, then

the exclusion zone is to be taken

from the baseline of the bottom

descriptor and the right edge of the

longest descriptor.

02 STANDARD LOGO WITH TAGLINE01 STANDARD LOGO

03 STANDARD PROVINCIAL LOGO 03 STANDARD PARTNER LOGO

Ontario Data Provider

2.06

The Logo | Logo Colour Versions

The Ontario 211 logo should only be

reproduced in the colour variations

shown to the right. The precise

colour red and black are specified in

section 3.01. Different versions of

red and black should not be used.

If a supplier cannot match this red

precisely, then a black logo or white

reversed out version must be used.

When reversing the logo white out of

a background colour or image always

make sure that the background is

dark enough not to cause problems

with visibility or legibility.

SAMPLE

02 STANDARD LOGO WITH TAGLINE

02 BLACK

02 REVERSED

02 STANDARD PARTNER LOGO

02 BLACK

02 REVERSED

01 STANDARD LOGO

01 BLACK

01 REVERSED




2.07

The Logo | Rules of Use

MISUSE OF THE LOGOThe logo must always be used in

accordance with the guidelines set

out for brand colours, exclusion

zones, size and proportion.

Ontario

Do not use an isolated element of the logo.

Do not change the colour of the logo to red.

Do not tint or screen the logo.

Do not change any of the typefaces.

Do not use the red variation of the logo on black background.

Do not place the logo on an image or a busy background.

Do not alter the logo.

Do not use the red variation of the logo on coloured

background.

Do not place other logos or graphic elements within the

safety zone.

It is very important to use the correct format of logo for the item you are producing. Failure to do so may result in a variety of problems, such as loss of quality on very large file sizes.

File formatsEPS vector files can be enlarged indefinitely without loss of quality. They are appropriate for most print applications. These and other formats such as jpg, tif or png, which are more appropriate for use in Microsoft Office applications or web-based media or power-point presentations are available for download.

Logos Colour VersionsCMYK - this version is for print applications where 4 colour process is used.

PMS – this is for print applications that use Pantone (special) colours.Black – for black-only printing or printing black from 4 colour process.

Reversed – for reversing white out of an image or coloured background.

RGB – this version is for on screen applications.

2.08

The Logo | Using the Correct Logo

Ontario

Ontario211_Ontario_CMYK.eps

Name Logo Version Colour Version File Extension

3.00

Basic Elements

3.0Basic Elements

3.01 Brand Colours3.02 Typography3.03 Photography3.04 Footer3.05 Messaging Tone and Language3.06 United Way Relationship

3.01

Basic Elements | Brand Colours

Primary ColoursThe Ontario 211 primary colours are the red and black. Unless you are using the all-black or knock-out version of the logo, it must always appear in these colours. Red and black should never be switched or altered, and must be used consistently across all communication materials. The primary colours should be used predominantly at 100% density. Three shades of black (%80, %50, and %20) are also available.

Secondary ColoursAn important part of establishing a brand is creating a colour palette and using it consistently. Ontario 211’s secondary colour palette comprises two bright and optimistic colour families. You may use these colours to complement our primary colour palette.

You can use shades of grey to create interest and depth in your design, but use them sparingly to maintain an optimistic look and feel.

Make sure to use the CMYK or PMS values for print and RGB for web applications.

PRIMARY

SECONDARY

RedPMS 485CMYK: C0 M95 Y100 K0RGB: R218 G41 B28

BlackPMS BlackCMYK: C0 M0 Y0 K100RGB: R0 G0 B0 80% 50% 20%

BluePMS 3005CMYK: C100 M34 Y0 K2RGB: R0 G129 B198

GreenPMS 7480CMYK: C60 M0 Y50 K0RGB: R99 G194 B157

TurquoisePMS 3262CMYK: C71 M0 Y33 K0RGB: R34 G188 B185

PinkPMS 7424CMYK: C0 M75 Y30 K0RGB: R241 G102 B130

OrangePMS 158CMYK: C0 M61 Y97 K0RGB: R245 G128 B37

YellowPMS 116CMYK: C0 M16 Y100 K0RGB: R255 G210 B0

3.02

Basic Elements | Typography

Typography is an important element

in reinforcing the Ontario 211 visual

identity. Consistent use of the

specified typefaces for all collateral

and communication materials helps

unify and strengthen our visual

identity.

The primary typeface for Ontario 211

is Univers 57 Condensed.

Never replace the typeface in the

logo mark, always use the electronic

master artwork provided.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

UNIVERS 57 CONDENSED

UNIVERS 67 BOLD CONDENSED

3.03

Basic Elements | Photography

General photography guidelines

include use of natural lighting

when possible, unusual framing

and interesting angles all give an

authentic feeling.

Photographs should present topics

in the most compelling, effective

and dynamic way. One of the best

ways to do this is to show individuals

performing what is related to their

story. This includes putting them in a

setting where their story can be told.

This helps present the stories of the

people that Ontario 211 has helped

in a way that’s both confident and

authentic, as shown in the examples.

PHOTOGRAPH ASSETS

3.03

Basic Elements | Photography

Ontario 211 has a number of “hand

calling gesture” photos that are to be

used as the anchor for the Footer Bar

that can be found on the next page.

ASSETS

3.04

Basic Elements | Footer

The Footer bar is a standard graphic

element that has been created to

showcase Ontario 211’s logo, call-

to-action, partner logos and “hand

calling gesture” photo.

It is preffered that the “hand calling

gesture” photo is used in all Ontario

211 material. In a case that the

“hand calling gesture” photo cannot

be used due to sizing restraints,

then the footer content should be

stretched across the entire width of

the red footer bar.

“HAND CALLING GESTURE” FOOTER

Make the Connection. Call 2-1-1Free | Confidential | 24/7 | 150+ Languages | Live Answerwww.211Ontario.ca | TTY: 1.888.340.1001

ONTARIO 211 LOGOLogo should always be knocked out white and have the tagline present.

PARTNER LOGOSPartner logos should be knocked out white and should be no more that 15% the size of the Ontario 211 logo.

CALL-TO-ACTIONMake the Connection. Call 2-1-1 and subsequent content should always to be used in the same state as presented below.

“HAND CALLING GESTURE” PHOTOOntario 211 has 3 photos to slect from. The one pictured above is the preffered photo.

3.05

Basic Elements | Messaging Tone and Language

Ontario 211 messaging should be

positive on tone whenever possible.

While many users of the 211 service

are facing hardship, Ontario 211

should represent a positive, solution

oriented way forward.

The messaging Tone mirrors how

images are used in the Ontario

211 Ambassador Kit material. The

primary image often shows a person

wrestling with a problem. The

secondary, ‘hand calling gesture’

image is positive and proactive.

The following examples reflect a ‘Problem/Solution’ theme

that should be applied in any marketing and/or brand

awareness activity. The Problem is juxtaposed with a positive

message the notes how the Problem is being addressed.

The ‘You’re not alone’ tagline is used to convey hope and to

reinforce the fundamental 211 message that people always

have a place to turn.

3.06

Basic Elements | United Way Relationship

In 2001, United Way Centraide Canada, in partnership with InformCanada, United Way Toronto and Community Information

Toronto, were founding partners in leading an application to the CRTC (Canadian Radio-television and Telecommunications

Commission), which resulted in the three-digit dialling code 2-1-1 being designated to improve access to information about

public services.

The first Canadian 211 service launched in Toronto in 2002, and in 2010, Ontario became the first to extend 211 province-

wide. Now available to residents of: Alberta, British Columbia, New Brunswick, Nova Scotia, Nunavut, Ontario, Quebec and

Saskatchewan, 211 serves 60% of Canadians, or approximately 20 million residents.

In communities where 211 service has been implemented United Ways Centraides have played a critical role in their

implementation, acting as proponents / champions, direct funders, and by bringing other funders to the table.

Given this significant organizational connection, the relationship between 211 and United Way Centraide should be recognised,

where appropriate, through the usage of the United Way Centraide logo.

The logo options to the left outline the application of the bilingual United Way Centraide brandmark. The English name should

appear first when the supporting text is in English. Conversely, the French name should appear first when the supporting text is

in French.

For organizations who wish to recognise a local United Way Centraide, and need access to logo files, please contact Brennan

Heath, United Way Centraide Canada Marketing and Communications Officer, at: [email protected].

For local United Ways Centraides who are promoting their association with 211, the local identifier can replace the United

Way Centraide master brandmark in the materials provided. If you have questions, please contact Brennan Heath, United Way

Centraide Canada Marketing and Communications Officer, at: [email protected].

4.00

Brand Usage / Examples

4.0Brand Usage / Examples

4.01 Bookmark4.02 One Page Marketing Piece4.03 Poster4.04 Web Banners4.05 Caller Stories4.06 First Responders Card4.07 Letterhead4.08 Fridge Magnet4.09 PowerPoint Presentation

4.01

Example | Bookmark

Ontario 211 has created a bookmark.

with 211 messaging.

Sizingw=2.5” h=7”

Printing SpecificationsDouble Sided

Trimmed to size

Bleeds

Paper Stock-min requiremnts 12pt

ContactDestiny Bedwell:

[email protected]

FRONT BACK

4.02

Example | One-Page Marketing Piece

Ontario 211 has created a One-Page

handout - Top 10 Ways to Increase Awareness of 211.


Printing SpecificationsSingle Sided

Trimmed to size

Bleeds

Paper Stock-regular bond or higher


[email protected]

4.03

Example | Poster

Ontario 211 has created a series of

posters outlining key stats about

who Ontario 211 can help.

Sizingw=11” h=17”


Trimmed to size

Bleeds



[email protected]

POSTER OPTION 1 POSTER OPTION 2-5

4.04

Example | Web Banners

Ontario 211 has created a number of

web banners for online use.

SizingBig Box - 300px - 250 px

Leaderboard - 728 px - 90px

SpecificationsStatic JPG


[email protected]

WEB BANNER - BIG BOX - 300 X 250

WEB BANNER - LEADERBOARD - 728 X 90

4.05

Example | Caller Stories

Ontario 211 has created a number of

Caller Stories handouts to show how

Ontario 211 has successfully handled

real Callers.



Trimmed to size

Bleeds



[email protected]

POSTER OPTION 1 POSTER OPTION 2-5

4.06

Example | First Responders Card

Ontario 211 has created business

card size marketing piece that First

Responders can handout to the

public.


Printing SpecificationsDouble Sided

Trimmed to size

Bleeds

Paper Stock-min requiremnts 12pt


[email protected]

CARD

4.07

Example | Letterhead

Ontario 211 has created standard

Microsoft WORD and printable

letterhead.



Trimmed to size

Bleeds



[email protected]

LETTERHEAD

4.08

Example | Magnet

Ontario 211 has created a fridge

magnet for quick reference.

Sizingw=4” h=3”


Trimmed to size

Bleeds


[email protected]

FRIDGE MAGNET

4.09

Example | PowerPoint Presentation

Ontario 211 has created a title slide

and content slide for use in Microsoft

PowerPoint.

SpecificationsStandard 10x7 presentation


[email protected]

MICROSOFT POWERPOINT PRESENTATION

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