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Brand Identity Style Guide Human Resources Professionals Association MAY 22, 2015

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  • Brand Identity Style Guide

    Human Resources Professionals Association

    Brand Identity Style GuideHuman Resources Professionals Association

    May 22, 2015

  • Brand Identity Style Guide

    Human Resources Professionals Association

    HRPA Brand Identity Style GuideThese guidelines provide an overview of HRPA’s brand assets and include information and identity standards for use in marketing and other communications materials.

    The purpose is to make certain that HRPA’s brand is communicated in a consistent way that meets people’s expectations.

    Bottom line: if you’re unsure about how or when to use the HRPA identity then skip to the back and contact the people whose names are listed. Don’t guess.

    The Evolution of HRPAWe updated our designations and certifications in October 2014 to address changes in workplace legislation and a new competency framework has been introduced that tests both knowledge and the ability to apply that knowledge at three distinct but related levels:

    • An introductory designation (CHRP)

    • A professional designation (CHRL)

    • An executive designation (CHRE)

  • Brand Identity Style Guide

    Human Resources Professionals Association

    Content 1.0 Brand Story 1.1 Brand Platform 1.2 about the Identity 1.3 Voice /Personality 1.4 Brand Checklist

    2.0 Brand Toolkit 2.1 HRPa Identity 2.1.1 Colour 2.1.2 Sizing 2.1.3 Safe Area 2.1.4 Do’s & Don’ts 2.1.5 Using Elements 2.1.6 Chapter Use 2.2 Designation Identities 2.2.1 Colour 2.2.2 Sizing 2.2.3 Safe Area 2.2.4 Do’s & Don’ts 2.2.5 Using Elements 2.3 HRPa + Designation Configuration 2.4 Naming Convention 2.5 Typography/Font 2.6 Colours 2.7 Photography 2.8 Graphic Elements

    3.0 Showcase 3.1 Stationery 3.2 advertising

    4.0 Contact 4.1 approval/Help

  • Brand Identity Style Guide

    Human Resources Professionals Association

    Brand Story 1.0

  • Brand Identity Style Guide

    Human Resources Professionals Association

    1.0 Brand Story 1.1 Brand Platform

    Brand PlatformHRPA decided to visually demonstrate our evolution with a new identity and brand. We are an association of more than 20,000 members and we have many voices representing us across Canada. We need to ensure that those voices carry the same message – hence HRPA’s brand platform.

    The brand platform is the core of our brand and explains the key ideas that set us apart from our competitors.

    It’s what makes HRPa the professional association for Human Resources professionals in Ontario and across the country.

    Mission: To Inspire Human Potential.

    Position: Leaders of People, Programs and Processes.

    Personality: Strategic, Trusted, Knowledgeable.

    Brand Value Proposition: Ensuring HR professionals have a deep understanding of how companies work in order to be high-impact leaders within organizations.

  • About the IdentityWe want to pay tribute to our past and look ahead to our future. We also want to highlight the important role that HR plays in organizations, and the contributions that our members make to their companies’ success.

    It made sense for the starting point of the new identity to be the square.

    The square is solid, trustworthy, and reliable: at a glance, it conveys many of the attributes we associate with a career in human resources.

    A new piece has been added: a square in three-dimension represented by a cube. The cube is recognizable but the angle makes it contemporary and introduces a hint of movement.

    Movement is important for two reasons: first, members can move between the different designations depending on the stage of their careers or professional motivation. Second, CHRL and CHRE members are viewed as strategic partners and help move businesses forward.

    The cube has three sides: represents the three new designations - CHRP, CHRL and CHRE – and the existing HRPa square is the anchor.

    The purple is a strong, legacy colour and is unique to the HR field: no other HR association uses it in their brands.

    Brand Identity Style Guide

    Human Resources Professionals Association

    1.0 Brand Story 1.2 About the Identity

    + =

    =

    Knockout

  • Brand Identity Style Guide

    Human Resources Professionals Association

    1.0 Brand Story 1.2 About the Identity

    Turning to the designations, they each have their own identity, which are based on the cube. These three identities represent a suite of identities that are based on a side of the cube.

    Being only a part of the whole and each being a different colour, these identities can be stacked in a ladder formation to represent the path that runs between the CHRP and CHRE designations. In a suite or used on a standalone basis, these identities create a strong mark for the HR community.

    + =

    =

    The identities can’t be altered in any way except for the specifications listed in this document.

  • Brand Identity Style Guide

    Human Resources Professionals Association

    1.0 Brand Story 1.3 Voice/Personality

    Voice/PersonalityHRPA competes not just with other professional organizations, but also with all other advertising for the attention of businesses.

    Our voice also needs to be consistently applied across all forms of communication as alongside our identity and the design, it represents us just as strongly.

    With the exception of our designations, we avoid jargon or abbreviations that aren’t widely understood in the business community. We are conversational yet confident and we seek to convey a feeling of leadership in how we position HRPa and our members.

    We speak with a voice that is strategic, knowledgeable, and approachable. We provide solutions and are proud of the skills that we bring to workplace.

    Keep these words in mind when creating communication materials so that we can maintain a distinct tone of voice.

    Knowledgeable/Competent/ Experienced/Open/Influential/ Valued/Strategic/Impactful

    HRPA follows the Canadian Press Stylebook for rules and grammar punctuation.

  • Brand Identity Style Guide

    Human Resources Professionals Association

    1.0 Brand Story 1.4 Brand Checklist

    Brand ChecklistIf you are creating a new design or piece of communication, compare it against this checklist. All boxes must be ticked. Does it:

    Feature the updated identity? The old identity should not be used on any new materials being produced.

    Is there purple? Purple is HRPa’s signature colour and should be incorporated in all materials.

    Promote strategy, knowledge and leadership? Designs should feature strong graphics, and images of people should be used when possible.

    Evoke a feeling of professionalism? Design and copy should always consider the business/corporate audience.

    Use key messages? If the material has copy, then up-to-date information about HRPa and the new designations should be used.

  • Brand Identity Style Guide

    Human Resources Professionals Association

    Brand Toolkit 2.0

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.1 HRPA Identity

    HRPA IdentityThe HRPA identity represents us at the very highest level and it is vitally important to our brand. It acts as a signature, an identifier and a stamp of quality. It is, and should always be, the most consistent component in our communications.

    Human Resources ProfessionalsAssociation

    H equals A

    A

    A A

    AAAAA

    A (x 1.75)

    A (x 1.75)

    A

    A

    A (x1.5)

    Cube Initials

    WordmarkLogo (Cube + Initials)

    Identity (Logo + Wordmark)

  • Black: CMyK: C0 M0 Y0 K100 RGB: R0 G0 B0 HTML: 000000

    Reverse: White CMyK: C0 M0 Y0 K0 RGB: R255 G255 B255 HTML: FFFFFF

    Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.1 HRPA Identity 2.1.1 Colour

    HRPA Identity, Colour

    1 Colour: Pantone: 269 C CMyK: C80 M95 Y0 K35 RGB: R75 G48 B106 HTML: 4B306A

    1 Colour: Pantone: 269 C CMyK: C80 M95 Y0 K35 RGB: R75 G48 B106 HTML: 4B306A

    Black: CMyK: C0 M0 Y0 K100 RGB: R0 G0 B0 HTML: 000000

    Minimum Grey: Black 60% CMyK: C0 M0 Y0 K60 RGB: R102 G102 B102 HTML: 676767

    Minimum Grey: Black 60% CMyK: C0 M0 Y0 K60 RGB: R102 G102 B102 HTML: 676767

    Minimum Tone Reverse: Black 40% CMyK: C0 M0 Y0 K40 RGB: R153 G153 B153 HTML: 999999

    Minimum Tone Reverse: Black 40% CMyK: C0 M0 Y0 K40 RGB: R153 G153 B153 HTML: 999999

    LOGO

    IDENTITY Reverse: White CMyK: C0 M0 Y0 K0 RGB: R255 G255 B255 HTML: FFFFFF

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.1 HRPA Identity 2.1.2 Sizing

    HRPA Identity, Maximum Size

    100%

    120%

    140% and greater

    2.0”

    2.4”

    2.6”

    always begin with the 100% identity and then enlarge the identity to the required size.

    • Please use full increments when re-sizing the identity and increments of 10 (110%, 120%, 130%...).

    • Please do not use decimal places for increment values.

    • Please size proportionately. avoid stretching or squishing the identity from one side to fill the space.

    There is no maximum limit for the identity as long as all elements look proportioned and fit well within the available space.

    It is possible that the identity may reach a size where it becomes necessary to use an element of the identity instead of the full identity. (Please see 2.1.5.)

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.1 HRPA Identity 2.1.2 Sizing

    HRPA Identity, Minimum Size

    100%

    80%

    50% or 1.0 inches is the minimum size permitted

    2.0”

    1.6”

    1.0”

    always begin with the 100% identity and then shrink the identity to the required size.

    • Please use full increments when re-sizing the identity and increments of 10 (90%, 80%, 70%...).

    • Please do not use decimal places for increment values.

    • Please size proportionately. avoid stretching or squishing the identity from one side to fill the space.

    For Print: Minimum size is 1 inch across.

    For Web: Minimum size is 150 pixels wide at 72 dpi.

  • Human Resources ProfessionalsAssociation

    Example

    Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehen-derit in voluptate velit esse cillum dolore Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo

    Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehen-derit in voluptate velit esse cillum dolore Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt

    Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.1 HRPA Identity 2.1.3 Safe Area

    HRPA Identity, Safe Area

    Human Resources ProfessionalsAssociation

    A safe area should be applied whenever possible. In some instances such as a signage and web where the logo is sometimes used without the wordmark, the safe area can be contracted. However, the identity, logo and wordmark should not be manipulated.

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.1 HRPA Identity 2.1.4 Do’s & Don’ts

    HRPA Identity, Do’s

    Application on backgrounds

    The basic rule: Use the purple identity wherever possible. as a last resort, the identity can be used in black, reverse (white), or in the case of one colour items, 100% of that colour. The identity should always be dispayed in one colour / tone (i.e. do not mixed purple cube with white lettering).

    Solid light coloured background (complementary) Use purple identity / logo

    Solid light coloured background (conflicting)Use black identity / logo

    Solid dark coloured background (complementary)Use white identity / logo

    Solid dark coloured background (conflicting with purple)Use white identity / logo

    Light graphic backgroundUse purple identity / logo

    Dark graphic backgroundUse white identity / logo

    Solid greyscale background (35% or less)Use black identity / logo

    Solid greyscale background (36% or greater)Use white identity / logo

  • Do NOT enlarge part of the identity

    Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.1 HRPA Identity 2.1.4 Do’s & Don’ts

    HRPA Identity, Don’ts

    Do NOT squish

    Do NOT change colour

    Do NOT use identity without cube

    Do NOT use identity without initials

    Do NOT add unapproved text to identity/logo

    Do NOT rotate identity/logo

    Chapter

    Do NOT place identity/logo on busy backgrounds Do NOT make a pattern of the logo

    Do NOT stretch Do NOT cut off part of the identity /logo

    Do NOT change the position of wordmark

    The basic rule: Do NOT manipulate the identity / logo in any way from the original, approved design.Do not animate, colour, rotate, skew or apply effects. If you have problems adhering to the rules, contact HRPa directly.

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.1 HRPA Identity 2.1.5 Using Elements

    HRPA Identity, Using ElementsIt is possible to use the logo (cube + initials) alone in some instances. This is not common practice and requires written permission by HRPA before proceeding. The cube element can be used separately as a graphical component in the design such as a watermark, embossed paper treatment, background image, or colour block.

    Logo

    Initials Wordmark

    Cube (as design element only, See 2.6)

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.1 HRPA Identity 2.1.6 Chapter Use

    HRPA Identity, Chapter UseIt is important to keep the integrity of the identity. For Chapter identification, it can be added using Klavika Basic Light in the same size as the wordmark.See below for alignment. Use the guidelines for the HRPa identity.

    Human Resources ProfessionalsAssociation

    First LineSecond Line Chapter

    Human Resources ProfessionalsAssociation

    Peel Chapter

    Human Resources ProfessionalsAssociation

    Stormont, Dundas &Glengary Chapter

    H equals A

    A (x 1.75)

    A (x 1.75)

    A (x 1.75)

    A

    A

    Human Resources ProfessionalsAssociation

    First LineSecond Line Chapter

    Human Resources ProfessionalsAssociation

    Peel Chapter

    Human Resources ProfessionalsAssociation

    Stormont, Dundas &Glengary Chapter

    H equals A

    A (x 1.75)

    A (x 1.75)

    A (x 1.75)

    A

    A

    Example

    Klavika Basic Light

    Pantone: 7540 C CMyK: C40 M30 Y22 K60 RGB: R94 G97 B103 HTML: 5E6167

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.1 HRPA Identity 2.1.6 Chapter Use

    HRPA Identity, Chapter UseDo NOT manipulate the identity / logo with the chapter name in any way from the original, approved design.See below for alignment. Use the guidelines for the HRPa identity with chapter name.

    Do not animate, colour, rotate, skew or apply effects. If you have problems adhering to the rules, contact HRPa directly.

    Do NOT enlarge part of the identity

    Do NOT squish

    Do NOT change colour of indentity/logo or chapter name

    Do NOT use identity without cube

    Do NOT add unapproved text to identity/logo

    Do NOT rotate identity logo

    Do NOT use chapter name without workmark

    Do NOT place identity/logo on busy backgrounds Do NOT use chapter name alone from hrpa identity/logo

    Do NOT stretch Do NOT cut off part of the identity/logo

    Do NOT change the alignments

    Human Resources ProfessionalsAssociation

    Peel Chapter

    Human Resources ProfessionalsAssociation

    Peel Chapter

    Human Resources ProfessionalsAssociation

    Peel Chapter

    Human Resources ProfessionalsAssociation

    Peel Chapter

    Human Resources ProfessionalsAssociation

    Peel Chapter

    Human Resources ProfessionalsAssociation

    Peel Chapter

    Human Resources ProfessionalsAssociation

    New York Chapter

    Human Resources ProfessionalsAssociationPeel Chapter

    Human Resources ProfessionalsAssociation

    Peel Chapter

    Peel Chapter

    Peel Chapter

    Human Resources ProfessionalsAssociation

    First LineSecond Line Chapter

    Human Resources ProfessionalsAssociation

    Peel Chapter

    Human Resources ProfessionalsAssociation

    Stormont, Dundas &Glengary Chapter

    H equals A

    A (x 1.75)

    A (x 1.75)

    A (x 1.75)

    A

    A

    Human Resou

    rces

    Professionals

    Association

    First Line

    Second Line C

    hapter

    Human Resou

    rces

    Professionals

    Association

    Peel Chapter

    Human Resou

    rces

    Professionals

    Association

    Stormont, Dun

    das &

    Glengary Chap

    ter

    H equals A

    A (x 1.75)

    A (x 1.75)

    A (x 1.75)

    A

    A

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.2 Designation Identities

    Designation IdentitiesThe designation identities are integral part of the HRPA brand as whole, signifying professional achievement in the field of Human Resources. They act a signature, an identifier and a stamp of competence. Whether individually or in a suite, they should be applied in a consistent manner in all communications.

    equals C

    C (x 1.75

    C (x 1.75

    represents B H

    B B

    B

    B

    B

    B

    B

    B (x 0.5)

    C (x 2)

    C (x 2)

    Wordmark

    Logo (Checkmark + Initials)

    Suite(all three identities stacked in shown order)

    Identity(Logo + Wordmark)

    Checkmark

    Initials

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.2 Designation Identities 2.2.1 Colour

    Brand Identity Style Guide

    Human Resources Professionals Association

    Designation Identities, Colour

    Pantone: 7538 C CMyK: C24 M11 Y24 K33 RGB: R156 G162 B153 HTML: 9CA299

    Pantone: 173 C CMyK: C0 M80 Y94 K1 RGB: R210 G73 B42 HTML: D2492A

    Pantone: 2727 C CMyK: C75 M40 Y0 K0 RGB: R61 G126 B219 HTML: 3D7EDB

    Black: CMyK: C0 M0 Y0 K100 RGB: R0 G0 B0 HTML: 000000

    1 colour:

    Min. Grey: Black 60% CMyK: C0 M0 Y0 K60 RGB: R102 G102 B102 HTML: 676767

    Reverse: White CMyK: C0 M0 Y0 K0 RGB: R255 G255 B255 HTML: FFFFFF

    Min. Reverse: Black 40% CMyK: C0 M0 Y0 K40 RGB: R153 G153 B153 HTML: 999999

    LOGO

    In some applications, such as a graphic, it may be necessary to add a solid colour behind the initials. This can be white when using the colour or black logo. When using the reversed logo, either the dark grey colour 7540 C (see following page) or the darkest neutral colour from the graphic can be used. (see 2.2.4 Do’s & Don’ts)

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.2 Designation Identities 2.2.1 Colour

    Brand Identity Style Guide

    Human Resources Professionals Association

    Designation Identities, Colour

    Pantone: 7540 C CMyK: C40 M30 Y22 K60 RGB: R94 G97 B103 HTML: 5E6167

    2 ColourIDENTITY

    Pantone: 7538 C CMyK: C24 M11 Y24 K33 RGB: R156 G162 B153 HTML: 9CA299

    Pantone: 173 C CMyK: C0 M80 Y94 K1 RGB: R210 G73 B42 HTML: D2492A

    Pantone: 2727 C CMyK: C75 M40 Y0 K0 RGB: R61 G126 B219 HTML: 3D7EDB

    Black: CMyK: C0 M0 Y0 K100 RGB: R0 G0 B0 HTML: 000000

    Min. Grey: Black 60% CMyK: C0 M0 Y0 K60 RGB: R102 G102 B102 HTML: 676767

    Min. Reverse: Black 40% CMyK: C0 M0 Y0 K40 RGB: R153 G153 B153 HTML: 999999

    Reverse: White CMyK: C0 M0 Y0 K0 RGB: R255 G255 B255 HTML: FFFFFF

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.2 Designation Identity 2.2.2 Sizing

    Designation Identity, Maximum Size

    100%

    120%

    140% and greater

    2.0”

    2.4”

    2.6”

    always begin with the 100% identity and then enlarge the identity to the required size.

    • Please use full increments when re-sizing the identity and increments of 10 (110%, 120%, 130%...).

    • Please do not use decimal places for increment values.

    • Please size proportionately. avoid stretching or squishing the identity from one side to fill the space.

    There is no maximum limit for the identity as long as all elements look proportioned and fit well within the available space.

    It is possible that the identity may reach a size where it becomes necessary to use an element of the identity instead of the full identity. (Please see 2.2.5.)

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.2 Designation Identity 2.2.2 Sizing

    Designation Identity, Minimum Size

    100%

    80%

    60% or 1.0 inches is the minimum size permitted

    2.0”

    1.6”

    1.2”

    always begin with the 100% identity and then shrink the identity to the required size.

    • Please use full increments when re-sizing the identity and increments of 10 (90%, 80%, 70%...).

    • Please do not use decimal places for increment values.

    • Please size proportionately. avoid stretching or squishing the identity from one side to fill the space.

    For Print: Minimum size is 1.2 inch across. NOTE: this is 10% large than minimum HRPA identity.

    For Web: Minimum size is 150 pixels wide at 72 dpi.

  • Example

    Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehen-derit in voluptate velit esse cillum dolore Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo

    Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehen-derit in voluptate velit esse cillum dolore Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut

    Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.2 Designation Identity 2.2.3 Safe Area

    Designation Identity, Safe Area

    A safe area should be applied whenever possible. In some instances such as a signage and web where the logo is sometimes used without the wordmark, the safe area can be contracted. However, the identity, logo and wordmark should not be manipulated.

  • Example

    Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehen-derit in voluptate velit esse cillum dolore Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut

    Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehen-derit in voluptate velit esse cillum dolore Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut

    Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.2 Designation Identity 2.2.3 Safe Area

    Designation Identity, Suite Safe Area

    A safe area should be applied whenever possible. In some instances such as a signage and web where the logo is sometimes used without the wordmark, the safe area can be contracted. However, the identity, logo and wordmark should not be manipulated.

  • Designation Identity, Do’s

    Application on backgrounds

    The basic rule: Use the colour identities wherever possible. as a last resort, the identities can be used in black, reverse (white). Note: alternative colour options are given in cases where legibility is diminished. alternative 1 & 2 shows white initials and alternative 3 shows dark solid colour initials.

    Solid light coloured background (complementary) Use colour identity / logo or alt. 1

    Solid light coloured background (conflicting colour)Use black identity / logo or alt. 2

    Solid dark coloured background (complementary)Use white identity / logo

    Solid dark coloured background (conflicting colour)Use white identity / logo

    Light graphic backgroundUse purple identity / logo or alt. 1

    Dark graphic backgroundUse white identity / logo or alt. 3

    Solid greyscale background (35% or less)Use black identity / logo or alt. 2

    Solid greyscale background (36% or greater)Use white identity / logo

    Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.2 Designation Identity 2.2.4 Do’s & Don’ts

    alt. 1 alt. 2

    alt. 3

    alt. 2

    alt. 1

  • Designation Identity, Don’ts

    Do NOT squish

    Do NOT enlarge part of the identityDo NOT change colour

    Do NOT use identity without checkmark

    Do NOT use identity without initials

    Do NOT add unapproved text to identity/logo

    Do NOT rotate identity/logo

    Do NOT place identity/logo on busy backgrounds Do NOT make a pattern of the logo

    Do NOT stretch Do NOT cut off part of the identity /logo

    Do NOT change the position of wordmark.

    The basic rule: Do NOT manipulate the identity / logo in any way from the original, approved design.Do not animate, colour, rotate, skew or apply effects. If you have problems adhering to the rules, contact HRPa directly.

    Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.2 Designation Identity 2.2.4 Do’s & Don’ts

    JOE SMITH

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.2 Designation Identity 2.2.5 Using Elements

    Designation Identity, Using ElementsIt is possible to use the logo (checkmark + initials) alone in some instances. This is not common practice and requires written permission by HRPA before proceeding. The checkmark element can be used separately as a graphical component in the design such as a watermark, background image, or colour block.

    Only the CHRP identity is shown, however the elements can also be applied to the CHRE and CHRL identities as well as the entire suite.

    Logo

    Initials Wordmark

    Checkmark (as design element only, See 2.6)

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.3 HRPA + Designation Configuration

    HRPA & Designation ConfigurationIt is possible to use HRPA identity together with a designation identity or the suite of designation identities. When sizing the identities, start with HRPa first and then size the designation identities accordingly.

    Vertical: HRPa + Designation Suite

    Vertical: HRPa + Designation Identity

    Horizontal: HRPa + Designation Suite

    Horizontal: HRPa + Designation Identity

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.4 Naming Convention

    Naming ConventionOur identity clearly announces our name. It is important to keep our name consistent in content.

    Do use: In first references, use: Human Resources Professionals Association (HRPA)

    In subsequent references, use: HRPA

    Formal uses, such as certificates, may use: Human Resources Professionals Association

    Do not use:Human Resources Professionals association of Ontario (or Canada, etc) Human Resources association HR Professionals association H.R.P.a.

    HRPA is the shortform expression of our brand and is used by in official communications to members and HR publication and associations accross Canada. all other communications should use our full name “Human Resources Professionals association”.

    Certified Human Resources Professional,

    Certified Human Resources Leader, and

    Certified Human Resources Executive, are marks that are closely associated with HRPa. These designations and their initials (CHRP, CHRL and CHRE, respec-tively) should be used when refering to the designation(s) HRPa administers.

    Do use: In first references, use: Certified Human Resources Professional (CHRP) Certified Human Resources Leader (CHRL) Certified Human Resources Executive (CHRE)

    In subsequent references, use: CHRP, CHRL, CHRE

    Formal uses, such as certificates, may use: Certified Human Resources Professional (CHRP) Certified Human Resources Leader (CHRL) Certified Human Resources Executive (CHRE)

    Do not use:Certified HR Professional (or Leader, or Executive) CHR Professional (or Leader, or Executive) C.H.R.P., or C.H.R.L, or C.H.R.E

    CHRP, CHRL, CHRE are the shortform expressions of our designations and directly to overall HRPa brand. They are used in official communications to members and HR publication and associations accross Canada. all other communications should use our full designation names.

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.5 Typography/Font

    Typography/FontWhen used thoughtfully, typography becomes a powerful brand tool that can add visual meaning to what is communicated. HRPA’s typography communicates clearly and cleanly, and is flexible in a wide range of situations.Flexibility comes from using one type family that contains all necessary styles. Our association typeface, Klavika, features various weights and includes condensed versions. The Klavika family was selected because it is modern, unadorned and infinitely flexible for various platforms. It is a do-it-all sans serif for the needs of the 21st century.

    Klavika FamilyKlavika is an Open Type font family made up of four weights and an extensive character set. Each style includes small capitals, standard, lining and oldstyle figures, and more. The Klavika family supports over 50 languages.

    Main Font: Klavika Basic Light Roman & Italic

    AaBbCcDdEeFfGgHhIiJjKkLlMm Klavika Basic Regular Roman & Italic

    aaBbCcDdEeFfGgHhIiJjKkLlMm Klavika Basic Medium Roman & Italic

    AaBbCcDdEeFf GgHhIiJjKkLlMm Klavika Basic Bold Roman & Italic

    AaBbCcDdEeFfGgHhIiJjKkLlMm

    Condensed Font: (Use only when needed)Klavika Condensed Light Roman & Italic

    AaBbCcDdEeFfGgHhIiJjKkLlMm Klavika Condensed Regular Roman & Italic

    AaBbCcDdEeFfGgHhIiJjKkLlMm Klavika Condensed Medium Roman & Italic

    AaBbCcDdEeFf GgHhIiJjKkLlMm Klavika Condensed Bold Roman & Italic

    AaBbCcDdEeFfGgHhIiJjKkLlMm

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.5 Typography/Font

    Typography/Font, AlternativeSometimes it necessary to deviate from the main font (Klavika), because it unavailable or for use in digital formats. In these cases, as sanctioned by HRPA, the following fonts are the only ones approved for use.

    Alternative Font#1: arial (Regular, Bold & Italics of each)

    AaBbCcDdEeFfGgHhIiJjKkAaBbCcDdEeFfGgHhIiJjKk

    Alternative Font#2: Helvetica (Light, Regular, Bold & Italics of each)

    AaBbCcDdEeFfGgHhIiJjKkAaBbCcDdEeFfGgHhIiJjKkAaBbCcDdEeFfGgHhIiJjKk

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.6 Colours

    ColoursBeyond our logo, colour is the most recognizable aspect of our brand identity. Colours have been specifically selected to reflect our bold and diverse community. Using colour appropriately is one of the easiest ways to make sure our materials reflect a cohesive HRPa brand.

    The HRPa color palette has two layers: primary and secondary palettes.

    Pantone: 269 C CMyK: C80 M95 Y0 K35 RGB: R75 G48 B106 HTML: 4B306A

    Pantone: 7540 C CMyK: C40 M30 Y22 K60 RGB: R94 G97 B103 HTML: 5E6167

    Pantone: 7538 CMyK: C24 M11 Y24 K33 RGB: R156 G162 B153 HTML: 9CA299 Pantone: 173 C CMyK: C0 M80 Y94 K1 RGB: R210 G73 B42 HTML: D2492A Pantone: 2727 C CMyK: C75 M40 Y0 K0 RGB: R61 G126 B219 HTML: 3D7EDB Pantone: 116 C CMyK: C0 M12 Y100 K0 RGB: R254 G203 B0 HTML: FECB00 Pantone: 2757 C CMyK: C100 M82 Y8 K32 RGB: R0 G38 B99 HTML: 002663

    White: CMyK: C0 M0 Y0 K0 RGB: R255 G255 B255 HTML: FFFFFF

    Black: CMyK: C0 M0 Y0 K100 RGB: R0 G0 B0 HTML: 000000

    Main HRPA Pallete:

    Main Designations Pallete:

    Separate Designations Pallete:

    269 C Black White

    White

    White

    White

    White

    116 C7540 C 2757 C

    269 C

    269 C

    269 C

    269 C

    Black

    Black

    Black

    Black

    7540 C

    7540 C

    7540 C

    7540 C

    2727 C

    2727 C

    CHRP

    173 C

    173 C

    CHRL

    7538 C

    7538 C

    CHRE

    Note: Percentages or tones of some colours are indicated above. All other colours should be kept at 100%.

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.6 Colours

    Colour, UsageThese charts are meant to guide designers on how much and which colours to use. No specific percentages are given because each piece is different in amount of copy or image used.

    General rule: half white and half main colour. (i.e purple HRPA and blue for CHRP).

    HRPa Centric

    CHRE Centric CHRL Centric CHRP Centric

    Designation Centric (full Suite)

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.7 Photography

    PhotographyPhotography is a key tool for showing our diverse and dynamic community. Our photography captures HRPA and our members. It connects with people in ways that words can’t. What we say describes what we’re doing to challenge convention and shape the future. Our photography shows it.

    Photo Style

    Our photography style is light, airy and natural. We use natural light whenever possible. Light is also used as an active element in our photography, sometimes to the point of slight overexposure. To avoid unnatural angles, never rotate the camera to an angle other than 90 degrees.

    People play a key role in defining the subject matter of our photography. Finding the humanity in our stories helps us connect to our audience in a powerful way.

    There are two styles of people shots we use.

    HRPA / business as main focus. Business focus. People play a key role. This is how we show our influence, strategic value and competency. These shots should be people at work. It should be natural and candid. The imagery can concentrate on one person, but they should no be looking into the camera. a small depth of field will add to the emotion of the photos.

    Designation / HR as main focus. HR focus. People also play a key role. This is how we show our commitment, experi-ence and pride. These shots also should be people at work. It should be natural and not too posed. However, the shots should show the people looking directly into the camera – engaged with audience. The imagery should reflect the target age group of the specific designation you are communicating about:

    CHRE: 55-65 years of age, men and women, ethnically diverse.

    CHRL: 40-50 years of age, men and women, ethnically diverse.

    CHRP: 25-35 years of age, men and women, ethnically diverse.

    Black & White Photos

    Black & white photos are our first option for photography. Whether a graphic treatment is used (see showcase) or grey-tones, B & W photos should be used mixed with our colours. This treatment will allow many photos to be ued without worring about conflicting colour and angles of photos.

    Colour Photos

    although colour photos can be used, they should be used sparingly. They should be white and airy and not too much colour as to clash with our corporate colours. as a guide, “blueish” photos with lots of white will work best with our colours.

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.7 Photography

    Black & White:HRPa / business focus

    Black & White:Designation / HR focus

    graphic application applied

    graphic application applied

    HRPA / Business as main focus.

    Designation / HR as main focus.

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.7 Photography

    Corporate Colours Applied

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.8 Web

    Web, Social Media Avatars

    The basic rule: Use the cube logo without the wordmark. When representing HRPa on social media, use the cube logo in either purple, or reverse white. avoid text within the avatar as it can lead to illegibility when shrunken to a thumbnail size.

    See contact page to request avatars files.

    Logo (Cube+Initials) should be used in either purple or white. Mainly use the square proportion unless specified otherwise.

    Stay Consistent, avatar and naming convention needs to stay consistent across website applications.

    Naming Convention such as company name, designations, or chapters should be typed on the website. avoid using acronyms alone.

    Purple on white White on purple

    Rectangular format Circular format

    Centred

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.8 Web

    Twitter

    Linkedin

    Facebook

    Google Plus

    Example of naming convention for chapters.

    Example of naming convention for HRPa.

    Example of naming convention for designations

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.8 Web

    Web, Social Media Avatars

    The basic rule: Do NOT manipulate the identity / logo in any way from the original, approved design.See below for alignment.

    If you have problems adhering to the rules, contact HRPa directly.

    Don’ts

    Human Resources ProfessionalsAssociation

    Toronto Chapter

    Human Resources ProfessionalsAssociation

    Toronto Chapter

    Do NOT have wordmark or chapter name in the avatar

    Do NOT resize the avatar from approved sizes

    Do NOT use unapproved avatars

    Do NOT move logo Do NOT use logo if it looks blurry. ask for proper size.

    Do NOT stretch avatar Do NOT change colours

    Human Resources ProfessionalsAssociation

    Toronto Chapter HRPA

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.8 Graphic Elements

    Graphic Elements, HRPAA variety of graphic tools are provided. This creates a unique look and makes us recognizable. These elements should be combined sparingly, but can be emphasized or played down individually to add visual interest and enhance storytelling.

    Corner from cube

    Subtle use empasizes the brand. i.e. as use in photos

    Cut cube (graphic)

    Use only one corner. Cube must be cut on one side only.

    Use one piece only.

    Piece of cubeCube Elements

  • Brand Identity Style Guide

    Human Resources Professionals Association

    2.0 Brand Toolkit 2.1 HRPA Identity

    Checkmark

    Use one, two, or more corners of checkmark along as they stack.

    Checkmark Elements

    Graphic Elements, Designations

    Subtle use empasizes the brand. i.e. as use in photos

    Bottom line: use graphic elements that best represent subject matter. DO NOT mix HRPA and designation graphics. although many options are given to provide variety, we suggest choosing a few (5 max) layouts and repeat. This will help build brand consistency.

  • Brand Identity Style Guide

    Human Resources Professionals Association

    Showcase 3.0

  • Brand Identity Style Guide

    Human Resources Professionals Association

    3.0 Showcase 3.1 Stationery

    1.0”

    1.75”

    align

    Klavika Basic Medium Italic 7pt, 8.4 leading Pantone: 7540 C

    Note: “from the desk of” is optional. This can be used in the MSWord template

    Klavika Basic Regular 7pt, 8.4 leading, All Caps 40 spread tracking (InDesign) Pantone: 7540 C

    Klavika Basic Medium 7pt, 8.4 leading Pantone: 7540 C

    1.0”

    2.0”

    1.0”

    StationeryThe letterhead is set to take advantage of the new identity. Below is the details of letterhead. Templates can be obtained from HRPa (InDesign and MSWord)

    150 BLOOR STREET WEST, SUITE 200, TORONTO, ONTaRIO M5S 2X9tf: 1.800.387.1311 f: 416.923.7264 tty: 1.866.620.3848 hrpa.ca

    150 BLOOR STREET WEST, SUITE 200, TORONTO, ONTaRIO M5S 2X9tf: 1.800.387.1311 f: 416.923.7264 tty: 1.866.620.3848 hrpa.ca

    Line One Line Two Chapter

    shown at 50%

  • Brand Identity Style Guide

    Human Resources Professionals Association

    3.0 Showcase 3.1 Stationery

    Brand Identity Style Guide

    Human Resources Professionals Association

    150 BLOOR STREET WEST, SUITE 200, TORONTO, ONTaRIO M5S 2X9tf: 1.800.387.1311 f: 416.923.7264 tty: 1.866.620.3848 hrpa.ca

    Line One Line Two Chapter

    from the desk of:

    March 15, 2005

    Ms. Helen Jones, PresidentJones, Jones & Jones123 International LaneBoston, Massachusetts 01234

    Dear Ms. Jones:

    Ah, business letter format-there are block formats, and indented formats, and modified block formats…and who knows what others. To simplify matters, we’re demonstrating the block format on this page, one of the two most common formats. For authoritative advice abe guidelines suggest that you do; others do not. Let’s hope that your business letter succeeds no matter which choice you make!

    When you use the block form to write a business letter, all the information is typed flush left, with one-inch margins all around. First provide your own address, then skip a line and provide the date, then skip one more line and provide the inside address of the party to whom the letter is addressed. If you are using letterhead that already provides your address, do not retype that information; just begin with the date. For formal letters, avoid abbreviations where possible.

    Skip another line before the salutation, which should be followed by a colon. Then write the body of your letter as illustrated here, with no indentation at the beginnings of paragraphs. Skip lines between paragraphs.

    After writing the body of the letter, type the closing, followed by a comma, leave 3 blank lines, then type your name and title (if applicable), all flush left. Sign the letter in the blank space above your typed name. Now doesn’t that look professional?

    Sincerely,

    John DoeAdministrative Assistant

    NameTITLE, [email protected] t:416.923.2324 x000

    Example letter. Please obtain MSWord template from HRPa for exact setup.

    Note: Klavika is the main font, however for ease of use in MS Word, Arial has been chosen.

    align left justified

    “Body of Letter”: 11/13 Arial Regular, 6 point space between paragraphs

    If using “from the desk of:” align text with bottom of HRPa initials

    “from the desk of”: 7/13 pt Arial Bold Italic

    “Name”: 11/13 Arial Bold “Title”: 7/9 Arial Regular Caps “Email”: 8/13 Arial Regular Italic “Phone”: 8/13 Arial Regular

    shown at 50%

  • Brand Identity Style Guide

    Human Resources Professionals Association

    3.0 Showcase 3.1 Stationery

    Business Card

    Envelope: #10 standard

    Front

    Back

    First Last NameTITLE (FIRST LINE) TITLE (SECOND LINE IF NEEDED)[email protected] t: 416.923.2324 x000c: 000.000.0000

    HUMAN RESOURCES PROFESSIONALS ASSOCIATION150 BLOOR STREET WEST, SUITE 200, TORONTO, ONTaRIO M5S 2X9tf: 1.800.387.1311 f: 416.923.7264 tty: 1.866.620.3848

    hrpa.ca

    150 BLOOR STREET WEST, SUITE 200, TORONTO, ONTaRIO M5S 2X9

    shown at 50%

  • Brand Identity Style Guide

    Human Resources Professionals Association

    3.0 Showcase 3.2 Advertising

    Tested, certifi ed, and ready to work. The Certifi ed Human Resources Professional designation signifi es men and women who have achieved high standards and who are ready to contribute to your success.

    Certifi ed Human Resources Professional, Leader, and Executive. The new gold standard: www.hrpa.ca/designations

    Stronger. Faster. Smarter.HRPA is proud to introduce the CHRP designation.

    52515 HRPA advertising 2015 (Bus).indd 1 2015-01-30 3:42 PM

    Stronger. Faster. Smarter.HRPA is proud to introduce the CHRL designation.

    The best leaders set the highest standards for themselves. The Certifi ed Human Resources Leader designation is the new gold standard for HR leadership in companies across Canada.

    Certifi ed Human Resources Professional, Leader, and Executive. The new gold standard: www.hrpa.ca/designations

    52515 HRPA advertising 2015 (Bus).indd 2 2015-01-30 3:42 PM

    The new global standard for HR excellence and professionalism. The Certifi ed Human Resources Professional, Leader, and Executive designations will help companies succeed every step of the way.

    Unleash the new gold standard in your organization: www.hrpa.ca/designations

    Stronger. Faster. Smarter.HRPA is proud to introduce the CHRP, CHRL and CHRE designation.

    52515 HRPA advertising 2015 (Bus).indd 4 2015-01-30 3:42 PM

    High-impact leaders with proven experience at the executive level. The Certifi ed Human Resources Executive designation recognizes senior HR practitioners who have made signifi cant contributions to the success of Canadian companies.

    Certifi ed Human Resources Professional, Leader, and Executive. The new gold standard: www.hrpa.ca/designations

    Stronger. Faster. Smarter.HRPA is proud to introduce the CHRE designation.

    52515 HRPA advertising 2015 (Bus).indd 3 2015-01-30 3:42 PM

    Advertising, Designation /Business Focussed

  • Brand Identity Style Guide

    Human Resources Professionals Association

    3.0 Showcase 3.2 Advertising

    Competence. Validation. Trust.HRPA is proud to introduce the CHRP designation.

    Tested, certified, and ready to work.The Certified Human Resources Professional designation signifies men and women who have achieved high standards and who are ready to contribute to your success.

    Certified Human Resources Professional, Leader, and Executive. The new gold standard: www.hrpa.ca/designations

    52515 HRPA advertising 2015 (HR).indd 1 2015-01-30 3:55 PM

    Competence. Validation. Trust.HRPA is proud to introduce the CHRL designation.

    The best leaders set the highest standards for themselves. The Certified Human Resources Leader designation is the new gold standard for HR leadership in companies across Canada.

    Certified Human Resources Professional, Leader, and Executive. The new gold standard: www.hrpa.ca/designations

    52515 HRPA advertising 2015 (HR).indd 2 2015-01-30 3:55 PM

    Competence. Validation. Trust.HRPA is proud to introduce the CHRP, CHRL and CHRE designations.

    The new global standard for HR excellence and professionalism. The Certified Human Resources Professional, Leader, and Executive designations for HR professionals at every stage of their careers.

    Unleash the new gold standard: www.hrpa.ca/designations

    52515 HRPA advertising 2015 (HR).indd 4 2015-01-30 3:55 PM

    Competence. Validation. Trust.HRPA is proud to introduce the CHRE designation.

    Driven to achieve beyond expectations.The Certified Human Resources Executive designation recognizes senior HR practitioners who make significant contributions to the success of Canadian companies.

    Certified Human Resources Professional, Leader, and Executive. The new gold standard: www.hrpa.ca/designations

    52515 HRPA advertising 2015 (HR).indd 3 2015-01-30 3:55 PM

    Advertising, Designation HR Focussed

  • Brand Identity Style Guide

    Human Resources Professionals Association

    Contact 4.0

  • Brand Identity Style Guide

    Human Resources Professionals Association

    4.0 Contact 4.1 Approval/Help

    Approval/HelpThis manual details the architecture and basic components of the HRPA visual brand, Designation visual brand and the guidelines for their usage and application.This opportunity must be managed to be realized. We appreciate your ideas and ask that you submit them so they can be evaluated and implemented within the scope of the larger organization. We also ask that you adhere to these guidelines in the development of your communications materials. Changes to these standards, however well intentioned, will result in inconsistency and will harm our public image.

    Managing our brand requires that communications and the appropriate staff teams prepare current communications and/or marketing plans for all core programs and services. Before completing a project, please send a proof to HRPa for approval by Communications Manager.

    Please contact:

    [email protected] you have any questions, require materials, or need creative guidance.

    To download our logo please go to:

    www.hrpa.ca/brandingall material using the HRPa logo must be approved prior to distribution.