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Effective January 2007This Graphic Standards Manual covers the graphic identity guidelines for the Canadian Aquatic Invasive Species Network (CAISN).

For further guidelines on how to apply the identity in specific communications materials, please contact Network Communications at 519.253.3000 x3755 or at [email protected].

Canadian Aquatic Invasive Species Network

Graphic Standards Manual

Introduction

Building a Consistent Brand ImageAn organization’s name, logo, and reputation are often referred to as a “brand” and building a consistent brand image is a key strategic, competitive communication tool. To that end, this Manual has been designed to help apply the CAISN brand correctly and con-sistently across all media.

ContentsIntroduction 3

The CAISN Brand Identity 4

Logo Applications 5

Official Logo Use 6

CAISN Colours — Primary 7

CAISN Colours — Secondary 8

CAISN Typography 9

CAISN Communication Materials 10

Business Cards 11

3CAISN Graphic Standards Manual

The CAISN Brand Identity

Opening a Dialogue

This is the our signature; it is made up of a ring of stylized zebra mussels, our acronym “CAISN” and the words “Canadian Aquatic Invasive Species Network” stacked next to it. Any mention of the word “logo” in the Manual refers to this.

The ring formation represents government agencies, university-based scientists, industry and other organizations coming together to develop solid strategies to predict and prevent Aquatic Invasive Species (AIS) from harming Canada’s ecosystems. The zebra mussel is a recognizable icon when speaking of AIS. The logo design was developed to convey a fresh, clean appearance that is professional and timeless.


Logo Applications

Acceptable Logo VersionsTo maintain consistency across all areas of communication the logo has been developed for a variety of appli-cations. Whenever possible, use the full-colour CAISN logo placed on a light or dark background.

It is sometimes necessary (for laser print or newsprint, for example) to print in one-colour. Here are the accepted one-colour applications:

• Black against a light background

• White against a dark background

• CAISN blue (PMS 2905C/U) against a contrasting background

It is not recommended to place the CAISN logo on coloured, patterned or textured backgrounds.

All logos are available on the member’s only website within www.uwindsor.ca/caisn. When in doubt, contact CAISN Network Communications at 519.253.3000 x3755 or at [email protected].


O≠icial Logo Use

Size, Clear Area and Other Rules for Logo UseThe primary logo should appear no smaller than 3" wide (Fig 1). There is no maximum size for the logo application.

The secondary logo has a simplified version of the mussel graphic and refined logotype (Fig 2). This logo must be used when it will be reproduced between 11/2" and 3" wide. It is not recommended to reproduce the logo any smaller than 11/2" wide.

The minimum clear area is illustrated above (Fig 3). When possible, keep a larger clear area, which will give the logo prominence. The white text in the illustration shows how the minimum clear area was calculated. Keep the clear area to each side of the CAISN logo equal to, or greater than, the size of the text block.

In addition:• The logo should always be reproduced from electronic file formats (not reproduced from a scan)

• The logo should not be combined with other logos or graphic elements

• Do not alter the logo in any way, including proportion or scale

• Do not use the mussel graphic or the text on its own, or as a screen behind text

Fig 1:Primary Logo

Fig 2:Secondary Logo

Fig 3:Minimum

Clear Area

Fig 4:Examples of

Improper Use


CAISN Colours — Primary

Orange, Blue and Black

For consistent full-colour reproduction of the logo, use PANTONE® (PMS)* colours: PMS 151 (Orange) and PMS 2905 (Blue) and Black. *PMS = PANTONE MATCHING SYSTEM

Colours apply for both coated and un-coated papers (C/U).

Four-colour process involves printing four inks: Cyan (C), Magenta (M), Yellow (Y), and Black (K) mixed in

different percentages (as above) to represent the colour.

On-screen applications use three colours: Red (R), Green (G), and Blue (B). All colours are made from

combining up to 255 values each of red, green and blue.

Web colours are drawn from a palette of 256 colours (hex code).

Orange

PANTONE® 151 (C/U)

CMYK Cyan 0% Magenta 48% Yellow 95% Black 0%

RGB Red 248 Green 152 Blue 40

Web F89828

Blue

PANTONE® 2905 (C/U)



Web 8BD2F4

Black

Black



Web 000000

PANTONE® 151

PANTONE® 2905

Black


CAISN Colours — Secondary

Rich Hues & Muted TonesSecondary colours are used as accents and background colours for building various collateral materials and are designed to support the brand identity. The colours chosen complement the three primary colours. Consistent use of primary and secondary colours will ensure a cohesive and harmonious look of the CAISN brand across all relevant media.

PANTONE® 142 (C/U)



Web E5AE55

PANTONE® 173 (C/U)



Web C46224

PANTONE® 3255 (C/U)



Web 8ABFB2

PANTONE® 647 (C/U)



Web 224B7E

PANTONE® 441 (C/U)



Web D7DDD4

PANTONE® Cool Grey 6 (C/U)



Web ADADAE


CAISN Typography: Chalet

Reinforcing Our Personality

House Industries®’ Chalet®, Chalet Comprimé® and Chalet Book® are the official typefaces of CAISN. The fonts of this type family have a high degree of legibility, are strong in character, and simple in appearance. These typefaces are licensed to the CAISN Network Communications department.

Chalet New York Nineteen Eighty is recommended for use on titles and headings, Chalet Book Bold for charts and Chalet Book Regular for body copy.

Arial and Arial Black can be used in place of the Chalet font family.

For regular correspondence use 11 pt Arial with 15 pt leading (spacing). Bold weights are suitable for titles and/or primary information only.

Chalet Paris Nineteen SixtyChalet Paris Nineteen SeventyChalet Paris Nineteen EightyChalet London Nineteen SixtyChalet London Nineteen SeventyChalet London Nineteen EightyChalet New York Nineteen SixtyChalet New York Nineteen SeventyChalet New York Nineteen EightyChalet Tokyo

Chalet Book RegularChalet Book ItalicChalet Book BoldChalet Book Bold Italic

Chalet Comprimé Milan Sixty

Chalet Comprimé Milan Seventy

Chalet Comprimé Milan Eighty

Chalet Comprimé Cologne Sixty

Chalet Comprimé Cologne Seventy

Chalet Comprimé Cologne Eighty

Chalet Comprimé Hong Kong SixtyChalet Comprimé Hong Kong SeventyChalet Comprimé Hong Kong EightyChalet Comprimé Los Angeles


CAISN Communication Materials

Maintaining Standards for Correspondence All CAISN correspondence originating from the administrative office should have a professional tone and consistency in formatting and should be printed on standard CAISN letterhead.

Written Correspondence Templates have been set up to these specifications:• Margins are set at 11/4" from the left and bottom, 1" from the right, and 21/2" from the top of

the page• Chalet Book Regular, 11 pt type size on 15 pt leading (line spacing)• Bold and italic fonts are to be used for emphasis (avoid underlining and all-caps) • Type should be left justified• Use an extra line of space between paragraphs rather than indenting

There is an electronic version of the letterhead that should be used only when hard-copy let-terhead is not suitable (when only emailing the correspondence, for example).

There is a PowerPoint® template available.

There are detailed templates for all other communications materials.

Contact CAISN Network Communications at 519.253.3000 x3755 or at [email protected] if you require templates, logos, or additional information.

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