corporate identity and brand standards manual

Corporate Identity and Brand Standards Manual Document Last Updated: 08/2019

B R A N D C O M P O N E N T S C O R P O R A T E I D E N T I T Y A N D B R A N D S T A N D A R D S M A N U A L

© Royal Canadian Legion 2019 | If you have any quest ions regarding the use of the Legion ident i ty contact Dominion Command at market [email protected]

IntroductionThe Royal Canadian Legion brand is more than a logo. It is the sum total of all representations of our brand to our stakeholders and audiences.

Research has shown that brands with strong brand equity are the brands that people support the most.

Commonalities in the brand strategies of top brands are:

• Distinctive brand assets

• Meticulous consistency

• Continuous communication and distribution

This brand guide includes the Royal Canadian Legion brand’s strategic elements – e.g. its positioning and personality – as well as its corporate identity and branding standards. This guide will help ensure our brand is applied accuratelyand consistently, in order to build brand equity.

B R A N D C O M P O N E N T S S T R A T E G I C E L E M E N T S


Mission and VisionIn 2012, the Mission Statement was updated and expanded to be more definitive of our core purpose. It is:

“To serve veterans, which includes currently serving military and RCMP members, and their families, to promote Remembrance and to serve our Communities and our Country.”

Our Vision Statement serves as a long-term and aspirational goal for the organization. It is:

“Our vision is to be the most highly respected Veteran and Community Service organization.”

The Mission and Vision Statements go hand in hand and should always be used together.

Core Values The core values that define Legionnaires are:

• Service – We provide dedicated support and compassionate assistance.

• Integrity – We behave ethically and in a manner which inspires trust,mutual understanding and confidence.

• Respect – We are supportive, inclusive, courteous and fair to all,honouring the dignity and worth of every person.

• Loyalty – We are steadfast in our patriotic allegiance to the Sovereign,to our Country, to The Royal Canadian Legion and to our Comrades.

• Teamwork – We cooperate and work together selflessly,in Comradeship, to achieve our shared Mission.



Summary of Brand Audiences To build brand equity for The Royal Canadian Legion, it is critical that we keep in mind our key target audiences:

Primary Audiences

• Current members

• Veterans and their families whoare not members

• Potential members among theCanadian public who supportVeterans

Secondary Audiences

• Legion branches

• Communities, schools, youth

• Veterans organizations

Tertiary Audiences

• Corporate Canada

• Media

• The general Canadian public

Brand PillarsAn effective brand strategy is underpinned by clearly articulated Brand Pillars – the fundamental ideals that support our brand:

• Serving Veterans – The RoyalCanadian Legion pays tribute to theservice Veterans have provided totheir country by providing import-ant services to them, their familiesand communities. Our membersbelieve in giving back, and our vol-unteer efforts are critical to makinga positive impact on Veterans, theirfamilies and communities.

• Remembrance – The RoyalCanadian Legion honoursVeterans by commemorating mili-tary service and the sacrifices madeto protect Canadians and citizens ofother countries, and memorializingthe end of wars, conflicts and mis-sions. We ensure Veterans’ serviceis given the utmost respect anddignity, and never forgotten.

• Community – The Royal CanadianLegion is dedicated to servingand supporting communities as awhole. We strive to bring peopletogether, strengthen supportnetworks, and ensure Veterans andtheir families never feel alone.



Brand Positioning The brand positioning statement aims to summarize how the organization is different from comparable organiza-tions, and how it provides a unique service or experience to its audiences. The positioning statement should be aspirational, but realistic – it should describe what the brand can and should be.

Recommended Positioning Statement:

To Canadians, The Royal Canadian Legion is the foremost national organization that honours military service, promotes remembrance and provides valuable support and services to military

and RCMP Veterans, their families and communities.

Brand NameOur full brand name is The Royal Canadian Legion. Our full name best describes and represents our organization, where we operate and what we do. Therefore, wherever space allows, the full name should be used on marketing and communications materials, especially in:

• Titles and headlines

• Sub-heads

• Key introductory paragraphs and text areas

After the full name has been used in initial and important text, the short form “the Legion” can be used further down in more detailed text such as webpages and press releases.

The short form may also be used in situations with character limits, e.g. social media, or in creative formats where space is very limited.



Brand Personality The brand personality describes the brand as if it was a person, and guides the style, tone and feel of marketing materials. The Royal Canadian Legion brand is:

• Honourable – The Royal CanadianLegion brand reflects its militaryroots by always speaking andacting honourably.

• Generous – The Royal CanadianLegion brand is all about servingthose who served us by providingsupport to Veterans, families andcommunities at no cost.

• Inspiring – With over 90 years ofhistory reflecting the service andsacrifice of Veterans, The RoyalCanadian Legion inspires andmotivates others to get involvedand contribute.

Brand VoiceThe Brand Voice serves as a guide in the writing of all marketing and communications text – from the website to press releases.

Respectful

The Royal Canadian Legion’s most important audience is Canadian Veterans. We must, at all times, demonstrate the utmost respect for those who have risked or sacrificed their lives.

Authentic

To be relevant to as wide an audience as possible, it is essential for us to speak plainly, and avoid pretension and cliché. We must be as real and honest as possible.

Welcoming

Those we want to reach may be suffering and withdrawn, or they may not know what exactly The Royal Canadian Legion does. To support Veterans, their families and communities we must be welcoming and approachable – never authoritarian or intimidating.

Proud

Legion members know the value of what the organization does for Veterans. We should always speak about our contributions with confidence and pride.

Corporate Identity and Branding Standards


© Royal Canadian Legion 2019 | I f you have any questions regarding the use of the Legion identity contact Dominion Command at [email protected]

Positioning

The core component of our new brand:

• Our mission is to serve Veterans,which includes serving military andRCMP members and their families,to promote remembrance and to serveour communities and our country.

CorporateLegion Black

PMS Black C

C M Y K67 64 67 67

R G B45 42 38

WEB SAFE#2d2a26

CorporateLegion Red

PMS 186 C

C M Y K0 100 81 4

R G B185 0 53

WEB SAFE#FFoooo


© Royal Canadian Legion 2019 |

ArtworkDigital files with .eps extensions should be used

should be used primarily for on-screen viewing. Please consult your vendor for their preferred file format before submitting artwork for production. Electronic files for the Legion logo can be

[email protected].

Application SizesThe minimum application size for the Legion logo is 1.0 inch or 2.54 centimetres. The length is measured from the left side of the “L” to the right side of the Poppy.

Logo Colour OptionsYou have five basic options from which to choose:

• Colour version

• Greyscale version

• One colour version

• Reversed with red Poppy version

• Reversed version, in which the entire logo isshown in white against a dark background.

A P P L I C A T I O N S I Z E S

.5x min..5x min.

.5x min.

.5x min.

1.0” min.

.3519” min.

2.54 cm min.

.8939 cm min.

X

C O L O U R O P T I O N S

If you have any quest ions regarding the use of the Legion ident i ty contact Dominion Command at market [email protected]



Use of the Provincial Command Logos follow the same guidelines as the Standard Legion Logo.

Provincial Command Logos

ALBERTA-NORTHWEST TERRITORIES COMMAND

BRITISH COLUMBIA/YUKON COMMAND

EUROPE ZONE

MANITOBA AND NORTHWESTERN ONTARIO COMMAND

NOVA SCOTIA/NUNAVUT COMMAND

NEW BRUNSWICK COMMANDDIRECTION DU NOUVEAU-BRUNSWICK

NEWFOUNDLAND ANDLABRADOR COMMAND

ONTARIO COMMAND

PRINCE EDWARD ISLAND COMMAND

DIRECTION DU QUÉBECQUEBEC COMMAND

SASKATCHEWAN COMMAND

EASTERN ZONE OF USA

WESTERN ZONE OF USA



ArtworkDigital files with .eps extensions should be used for printed materials. Those with .jpg extensions should be used primarily for on-screen viewing. Please consult your vendor for their preferred file format before submitting artwork for production. Electronic files for the Legion logo can be requested at [email protected].

French version of the logo is available. Preferred use of the logo is without the accent.

Application SizesThe minimum application size for the Legion logo is 1.0 inch or 2.54 centimetres. The length is measured from the left side of the “L” to the right side of the Poppy.

Logo Colour OptionsYou have five basic options from which to choose:

• Colour version






.5x min..5x min.

.5x min.

.5x min.

1.0” min.

.3519” min.

2.54 cm min.

.8939 cm min.

X

C O L O U R O P T I O N S

French Version



Poppy

The Poppy symbol, is a registered trademark

of the Dominion Command of The Royal

Canadian Legion. It cannot be used as a

symbol of Remembrance, in any colour or

configuration in Canada by any organization

or individual or for any other purposes without

the express written permission of Dominion

Command. All requests for usage must be

addressed to the Secretary of the Poppy &

Remembrance Committee at the Legion’s

Dominion Command office in Ottawa.

ArtworkThe Poppy artwork can be acquired by contacting the Secretary, Poppy & Remembrance Committee at [email protected].

RuleYou have five basic options from which to choose:

• Colour version





Poppy Mark Proportions and LimitsAlways maintain a generous “safe” area equal to half the height of the “Poppy logo” on all sides of the logo. Note the clearly defined spacing limits in the examples.

.5x min..5x min. .5x min.

.5x min.

X



Incorrect Logo Treatments

Legion Logo UseFor approved logo usage, please refer to the previous pages.

Legion Logo MisuseNever use anything but the approved and provided logo.

• Never attempt to create your own Legion Logo.

• Never reproduce the logo in non-approved colours.

• Never stretch or alter the logo’s proportions.

• Never attach anything to the logo.

• Never use part of the logo; it is an integral unit;always keep it whole, unless approved byDominion Command.

• Never use the logo as part of a sentence or phrase.

• Never alter the horizontal orientation of the logo.

• Never use the logo with too little space around it.

• Never print on top of the logo.

Golf Tournament

You are the “heart” of the brand

I M P R O P E R U S A G E




B L A C K A N D W H I T E O P T I O N

.5” min.

.75” min.

.6875x min.

x

1.375” min.

ArtworkDigital files with .eps extensions should be used for printed materials. Those with .jpg extensions should be used primarily for on-screen viewing. Please consult your vendor for their preferred file format before submitting artwork for production. Electronic files for the Legion logo can be requested at [email protected].

Application Sizes The minimum application size for the Legion Badge is .75 inch or 1.930 centimetres. The length is measured from top to bottom of the badge.

Logo Colour Options You have two basic options from which to choose:

• Colour version• Greyscale version

Ladies Auxiliary Badge Same rules apply for the Ladies Auxiliary Badge. You have two basic options from which to choose:

• Colour version• Greyscale version

Pantone C M Y K R G B Grey% Hex # Websafe

186C coated stock 0 100 81 4 185 0 53 50% F20017 FF0000 032U uncoated stock 0 90 86 0 196 57 53

286C coated stock 100 66 0 2 58 81 154 90% 0D3692 003399 301U uncoated stock 100 45 0 18 51 95 155

465C 20 32 58 0 198 175 121 30% CB9F5B CC9966 872U metallic

1405C 0 36 100 63 104 82 13 70% 5E3C00 663300

127C 0 7 50 0 248 236 154 10% FFED7B FFFF66

Official Colours for the Legion Graphics

1.269 cm min.

1.930 cm min.

L A D I E S A U X I L I A R Y B A D G E

RED

BLUE

GOLD

BROWN

LIGHT


© Royal Canadian Legion 2019 | I f you have any quest ions regarding the use of the Legion ident i ty contact Dominion Command at market [email protected]

New forms of media are ever present and it is only natural that Legion branches are using them to communicate with their members and the public. The Dominion Executive Council has directed that a policy be produced to advise:

• How Legion registered trademarks may beappropriately used.

• That registered Poppy symbol trademarkshould only be used after achieving theappropriate authorization from The Poppy &Remembrance Committee.

• That use of all registered trademarks is onlyauthorized for use by Legion branches, zones,districts, commands and chartered auxiliarygroups. All other entities must have the authoriza-tion of Dominion Command before usingthese registered trademarks.

• That these social media using Legion registeredtrademarks present the Legion in a respectfulmanner in keeping with the Legion’s Purposesand Objects as defined in the General By-Laws.

For the purposes of this policy, reference to registered trademarks will include the name “Legion,” the Legion logo, the Legion Badge, and the Ladies Auxiliary Badge. Any requests for use of the registered Poppy symbol trademark will be directed to the Poppy & Remembrance Committee at [email protected].

For the purposes of this policy, reference to “social media” includes Facebook, Twitter, Blogs, and similar new media in the future.

The PolicyLegion Branches, Zones, Districts, Commands and Auxiliary groups may use registered Legion trade-marks, except for the registered Poppy symbol trademark, on social media provided that the following conditions are met:

1. The entity name or number is clearly shown wherethe trademark is used. Viewers need to understandwhat Branch, Zone, District, Command or Auxiliarygroup is represented.

2. Control and ownership of the media vehicle com-plete with all passwords, registrations and loginsbe retained by the executive elected officers of theBranch, Zone, District, Command, Auxiliary groupor persons designated responsible by the executive.

3. The registered trademark images are not authorizedfor use by an individual Legion member or the general public, only for use by Legion entities asdescribed in item 2.

4. It is understood no ownership or control of theregistered trademarks is suggested or implied.

5. The content of the social media site be respectfulof Veterans and The Royal Canadian Legion.

6. The content of the website be in keeping with thePurposes and Objects of the Legion as defined inthe general bylaws.

7. It is understood that Dominion Command of TheRoyal Canadian Legion reserves the right to restrictthe use of all registered trademarks if such usageis not in adherence with the Legion’s Purposes andObjects as defined in the General By-Laws.

Advice or direction on how to use these registered trademarks is available at [email protected]. Registered trademark images are available in black and white, or colour, in all commonly used formats. The images shown on the Dominion Command website are intentionally not suitable for reproduction and are of a resolution that will not reproduce well.

Social Media Policy



Typefaces

Georgia RegularHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”#$&%()+/?@

Georgia ItalicHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”#$&%()+/?@

Georgia BoldHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”#$&%()+/?@

Georgia Bold ItalicHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”#$&%()+/?@

As an integral part of the Legion’s brand

the following Georgia font should be used.

This font is one of the Legion’s unique

handwriting and adds emphasis to the

personality of this new identity. Please

refer to the following samples for usage.

TYPEFACE – GEORGIA

( S A M P L E C H A R A C T E R S )



Typefaces

Sense ThinHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”#$&%()+/?@

Sense Thin ItalicHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”#$&%()+/?@

Sense Extra LightHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”#$&%()+/?@

Sense Extra Light ItalicHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”#$&%()+/?@

Sense LightHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”#$&%()+/?@

Sense Light ItalicHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”#$&%()+/?@

Sense RegularHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”#$&%()+/?@

Sense ItalicHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”#$&%()+/?@

Sense MediumHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”#$&%()+/?@

Sense Medium ItalicHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”#$&%()+/?@

Sense BoldHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”#$&%()+/?@

Sense Bold ItalicHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”#$&%()+/?@

Sense Extra BoldHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”#$&%()+/?@

Sense Extra Bold ItalicHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”#$&%()+/?@

Sense BlackHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”#$&%()+/?@

Sense Black ItalicHorizontal Scale: 100%Kerning / Track: 0ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!”#$&%()+/?@

As an integral part of the Legion’s brand

the following Sense fonts should be used.

This font is one of the Legion’s unique

handwriting and adds emphasis to the

personality of this new identity. Please

refer to the following samples for usage

TYPEFACE – SENSE

( S A M P L E C H A R A C T E R S )

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