futurpreneur_guidelines_may8

fuel for young enterprisemoteur de la jeune entreprise

canada

Futurpreneur Canada

The what, why, and how guide to building our brand

Version 1.0, May, 2014

Table of Contents

Using these Guidelines

What is this document?These brand guidelines give you an overview of our new name and identity as well as how to create the desired look and feel of our new brand, Futurpreneur Canada.

Who should use this document?These guidelines are designed to help all staff, partners and third-party agencies who need a reference on how to create and deliver material that is on brand.

Why should you use it? It will help you implement the new brand across a series of applications, giving you a clear and concise direction on appropriate usage of the new brand elements.

When should you use it? Every time you are planning to use the new brand, from stationery and advertising, to signage and websites.

These guidelines will be updated periodically as we evolve existing applications and develop new ones. Collaboration is key. Have a question or an inspired idea? Contact:

Lesley Wilmot Director, Communications416.408.2923 x 2203 [email protected]

IntroductionMessage from the CEOBehind Our Name

The LogoOur Identity SystemThe AmplifierClear Space & Minimum SizeOne-Colour ApplicationsLogo LockupsWhat Not To Do

Typefaces

Colour Palette

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Identity ApplicationsBrand ArchitectureCo-BrandingLetterheadLetterhead: TypesettingEnvelopeBusiness CardSample applications: brochuresSample applications: digitalSample applications: dimensionalSample applications: bannersEmail Signature

Photography

Icons

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3Message from Julia Deans, CEO

Since 1996, our organization has fuelled the passions of thousands of enterprising young Canadians. The essential financing, mentoring and tools we provide to 18-39 year-old future entrepreneurs help ensure their success and transform lives and communities. That’s why we’ve set ambitious goals to do more.

Vision

Young entrepreneurs flourish within a fully supportive Canada and create economic and social value for Canadians and the world. Mission

To play an integral role in the entrepreneurship experience of Canadians 18-39 by providing financing, mentoring and tools that will help them build sustainable businesses and create value.

Our efforts support four fundamentals 1) Understand and respond to the challenges of young entrepreneurs.2) Promote youth entrepreneurship and ways to support it.3) Ensure we have sustainable financial means to serve young entrepreneurs.4) Recruit and keep the best and brightest employees and volunteers

we can find.

Rethinking our brand

Our new name, identity and positioning are powerful symbols of our renewed commitment to our mission and speak more directly to the young people we want to help. And we didn’t arrive at them by chance.

After months of careful consultation with hundreds of internal and external stakeholders across the country, we arrived at a name – Futurpreneur Canada – that reflects our aspirations and the young people we support (see the “Behind Our Name” section to learn more about our rebranding process).

Our new tagline also captures the spirit of the extraordinary opportunity ahead – Fuel for young enterprise.

Looking ahead

We’re building on close to two decades of helping young Canadians turn their entrepreneurial visions into reality. Our country’s future depends on ensuring that futurpreneurs flourish in ways that benefit all Canadians and the world, and we intend to help make that happen.

We all have a role to play in communicating the Futurpreneur Canada story. These guidelines are an important part of bringing that story to life. Use them well!

Julia DeansCEO, Futurpreneur Canada

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Behind our nameFuturpreneur Canada

As of May 2014, Futurpreneur Canada is our official name. However, Futurpreneur is more than just an organizational moniker. We want to promote the term futurpreneur as an idea as well as a descriptor of the enterprising young people we want to serve – Canada’s next generation of young entrepreneurs. We also want to encourage our audiences to describe themselves as futurpreneurs.

Clearly describes our raison d’être – the audiences we’re here to nurture

Differentiates us from other organizations in our market

A compelling moniker – “I’m a futurpreneur!” – for today’s start-up generation

Supports our forward-looking approach and character

A unique trademark we can own

An easy-to-understand concept in English and French

Futurpreneur Canada Guidelines

Identity Elements

Our brand character describes the attributes that should infuse all of our Futurepreneur Canada experiences: forward-looking, fresh, engaging, collaborative, progressive.

Brand characterForward-looking: Optimistic about future possibilitiesFresh: Youthful, natural vitality; non-traditionalEngaging: Interesting and involving; attracting attentionCollaborative: Building strong partnerships, alliancesProgressive: Promoting change and innovation

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Our Identity System Identity Elements

The power of our identity system is its bold simplicity. The elements of our masterbrand logo include the following:

– the Futurpreneur Canada wordmark– the proprietary graphic device we

call our “amplifier.” It represents the accelerated energy and growth that Futurpreneur Canada offers our clients and what entrepreneurs do in their lives, businesses, communities and Canada

– our corporate typefaces– our corporate colour palette

Our Futurpreneur Canada wordmark

our graphic “amplifier”


6The Amplifier Identity Elements

The idea: To amplify is to strengthen, enhance or clarify something by expanding it. The graphic device we call our “amplifier” is a visual metaphor for the ambitions and vision of our clientele as well as the role we can play in nurturing their growth and development.

How to use it: The relationship between the amplifier and our wordmark is fixed and should never be altered.

The amplifier can also be used as a stand-alone graphic but never alter its actual shape!

Think of the amplifier as an integral part of our brand “vocabulary” – a distinct identifier and storytelling device that adds character to our communications. To maintain its impact, use it very sparingly!

Acceptable uses include:– As a graphic overlay on an image

of a futurpreneur– As a “watermark” (a 10% screen)

graphic on a layout– As part of a masthead or

cover design

See the “Sample Applications” section for examples of how to use the amplifier effectively.


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Clear Space & Minumum Size Identity Elements

FuturpreneurGuidelines

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Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem.

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Print minimum size Web minimum size

1.15” 90 px

FuturpreneurBrand Guidelines 2014

Clear Space & Minimum Size Identity Elements

To preserve the integrity of our masterbrand mark, the specifi ed clear space around the logo should be kept free of any text or graphics that are not part of the logo’s original design. The Futurpreneur Canada masterbrand can be used on a background image or colour as long as the background doesn’t interfere with legibility.

To ensure our mark is always clearly readable, it should not be reproduced any smaller than minimum size as shown. This applies to all confi gurations of the masterbrand.

Clear Space


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One Colour Applications Identity Elements


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One-Colour Applications Identity Elements

For one-colour applications, the preferred option to use is the “greyscale” version of the identity where reproduction quality is appropriate (e.g. offset printing). For other situations where reproduction quality is less controllable, use the alternative version without any screen. 1 colour, greyscale, positive identity

1 colour, no-screen, positive identity

1 colour, no-screen, reverse identity for dark backgrounds

1 colour, greyscale, reverse identity

Preferred

Alternate


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There are three versions of the identity and tagline “lock-ups” for use in English, French and bilingual applications.

The size relationships are fi xed and should not be altered.

The bilingual version should be used in all national promotion or communications where the content will be presented in both offi cial languages and can also be used in applications in the French market to reinforce our national and bilingual character.

In local communications or language-specifi c options (e.g. unilingual print materials) use the appropriate English or French versions.

Logo Lock-ups Identity Elements

Logo with taglineEnglish

Logo with taglineFrench

Logo with taglinebilingual/national

1/2 r



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formerly CYBFanciennement FCJE

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Logo withtransitional modifi erbilingual/national

formerly CYBF

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The idea: For the fi rst six months from our new identity launch, we will use a transitional identifi er to ensure audiences understand that we arethe same organization they have known as CYBF.

How to: As a transitional identifi er, use this version sparingly for time-sensitive communications and materials that have a limited shelf-life and low cost for updates (e.g. newsletters, invitations, presentations).

Avoid using the transitional identifi er on costly, long-term investments (e.g. signage, mass produced brochures, software applications).

There are three versions of the identity and transition “lock-ups” for use in English, French and bilingual/ national applications.

The size relationships are fi xed and should not be altered.

The bilingual version should be used in national promotion or communications where the content will be presented in both offi cial languages.

In local communications or language-specifi c options use the appropriate English or French versions.

Logo Lock-ups Identity Elements

Logo withtransitional modifi erEnglish

formerly CYBFformerly CYBF1/2 r


Formerly CYBFAnciennement FCJE

Anciennement FCJE/CYBF

Formerly CYBF

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Logo withtransitional modifi erFrench

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Logo DO NOTS Identity Elements


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DO NOT stretch DO NOT rotate

DO NOT change the colour DO NOT use with other typefaces

DO NOT use on busy background

DO NOT modify the Amplifier

DO NOT add a drop shadow

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What Not To Do Identity Elements

Never alter the electronic artwork in any way. Here are some examples of what not to do with our masterbrand.

If you have questions please contact:



12Typefaces Identity Elements

The fonts we use are just as much a part of our identity as our logo. Our primary font family is Gotham.

Gotham is a versatile type family with many weights and styles to choose from. Always use Gotham for headlines and short blocks of copy in professionally produced materials (e.g. ads, posters, banners, collateral and the like) to ensure a consistent look across all our materials.

For long text documents (e.g. reports, longer brochures, etc.), you can supplement the Gotham family with the highly readable Georgia font family for body text.

For letters, emails, or web applications where Gotham and Georgia are not available options, the default font should be Arial.

GothamAaAa

AaAa

AaAa

AaAa

AaAa

GothamThin

GothamLight

GothamBook

GothamMedium

GothamBold

GeorgiaAaAa

AaAa

GeorgiaRegular

GeorgiaBold


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Pantone: 7474CCMYK: 96 9 32 29RGB: 0 118 129Web: #007681

Primary Palette

Secondary Palette

Pantone: 417CCMYK: 33 23 35 63RGB: 101 102 92Web: #65665C

Pantone: 369CCMYK: 68 0 100 0RGB: 100 167 11Web: #64A70B

Pantone: 7545CCMYK: 58 32 18 54RGB: 66 85 99Web: #425563

Pantone: 710CCMYK: 0 84 46 0RGB: 224 62 82Web: #E03E52

Pantone: 122CCMYK: 0 11 80 0RGB: 254 209 65Web: #FED141

Pantone: 420CCMYK: 6 4 7 13RGB: 199 201 199Web: #C7C9C7

Pantone: 158CCMYK: 0 62 95 0RGB: 232 119 34Web: #E87722

Pantone: 3115CCMYK: 59 0 14 0RGB: 0 193 213 Web: #00C1D5

Colours Identity Elements

Colour plays a significant role in our identity. The Futurpreneur Canada palette is contemporary and bold.

Our primary palette is based on the green and grey used in our identity. These colours should always be used wherever possible. (Of course, white and black are always default options if no colour is available.)

The secondary palette provides a range of complementary options that can be used in various combinations with the primary colours.

In all cases, the colour specifications for various media are shown here.


* Colour conversions are based onPantone Color Bridge.

Colours Identity Elements

Colour plays a significant role in our identity. The Futurpreneur Canada palette is contemporary and bold.

Our primary palette is based on the green and grey used in our identity. These colours should always be used wherever possible. (Of course, white and black are always default options if no colour is available.)

The secondary palette provides a range of complementary options that can be used in various combinations with the primary colours.

In all cases, the colour specifications for various media are shown here.


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Programme de Futurpreneur

Brand Architecture Identity Elements


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Our key sub-brands have been redesigned to complement the Futurpreneur Canada masterbrand. Use the appropriate English or French versions.

The colours used in the sub-brand amplifi ers are to demonstrate what sub-brands will look like. The colours used for each one will be fi nalized shortly.

The type relationships between the name and endorsement line are fi xed as “lock-ups” that should not be altered.

1/2 x

x



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x

Bilingual Treatment


Programme de Futurpreneur



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Co-Branding Identity Elements


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Multiple Partners

Single Partner

Co-Branding Identity Applications

The examples here show how to calculate the size relationships between Futurpreneur Canada and other partner identities. Where there is only one partner, a 0.5 pt. grey line should separate the two (with spacing based on the height of the r in Futurpreneur as shown).

Where multiple partners are involved, use the same spacing approach but the dividing rules are optional.


16Letterhead Identity Applications

The address information at the bottom of the page is set in Gotham Book 7.5 pt. on 9.5 pt. leading.

The logo is 2.5” wide.

The amplifyer is a 10% screen of the Futurpreneur green.

MarginsLeft: 1.0”Top: 0.5”Right: 0.5”Bottom: 0.5”


Bureau National133, rue Richmond Ouest, bureau 700 Toronto (Ontario) M5H 2L3

tél. 1-866-646-2922 | téléc. [email protected] | futurpreneur.ca

National Office133 Richmond Street West, Suite 700 Toronto ON, M5H 2L3

p. 416-408-2923 | f. 416-408-3234p. 1-866-646-2922 | f. [email protected] | futurpreneur.ca


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Bureau National133, rue Richmond Ouest, bureau 700 Toronto (Ontario) M5H 2L3

tél. 1-866-646-2922 | téléc. [email protected] | futurpreneur.ca

National Office133 Richmond Street West, Suite 700 Toronto ON, M5H 2L3

p. 416-408-2923 | f. 416-408-3234p. 1-866-646-2922 | f. [email protected] | futurpreneur.ca


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Letterhead: Typing Margins Identity Applications

Typically text should be set in Gotham or, if not available, Arial 10 pt. on 12 pt. leading and full line spaces between paragraphs, with no indent or tab.

MarginsLeft: 1.0”Top: 2.25”Right: 0.75”Bottom: 1.5”

0.75”

1.5”

2.25”

1.0”


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133 Richmond Street West, Suite 700 Toronto ON, M5H 2L3

133, rue Richmond Ouest, bureau 700 Toronto (Ontario) M5H 2L3

Company Name

Address Line 1

Address Line 2

City, Province Postal Code

Country

Attention: Firstname Lastname

Envelope Identity Applications

Copy is set in Gotham Book 10 pt. on 14 pt. leading.

The name of the addresseeshould be set in Gotham Book.

The logo is 2” wide.

MarginsLeft: 0.5”Top: 0.5


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Futurpreneur Business Cards - French Only

Nom PrénomTitre içinompré[email protected]

123 Rue, Ville | Province 1A1 A1Atél. 123-456-7890 | téléc. 123-456-7890 | futurpreneur.ca

@Futurpreneur Futurpreneur Canada

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Firstname LastnameTitle [email protected]

123 Street Name, City | Province 1A1 A1At. 123-456-7890 | c. 123-456-7890 | futurpreneur.ca

@Futurpreneur Futurpreneur Canada


Futurpreneur Business Cards - English Only

Business Card Identity Applications

The type is 8 pt. with 10 pt. leading.

The first line is in Gotham Medium, the title is in Gotham Light Italic, the following lines are in Gotham Light.

There is a line space between the email and the address.

The logo is 1.85” wide on the single language cards and 1.5” wide on the bilingual cards.


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Logo Identity Elements


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Annual Report 2014Rapport Annuel 2014

Sample Applications: Brochures Identity Applications

For printed collateral, you can use the amplifier motif and circular borders for images in creative ways. The amplifier can be used as a graphic accent (shown right) or a as a semi-transparent “watermark” on images.


21Sample Applications: Digital Identity Applications

For digital communications, the same principles apply of using the amplifi er motif and circular borders for images in creative ways.

The amplifi er is also used as a web favicon – the small identifi er that appears in browser address bars. It can also be adapted for app icons.




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Helping YouStart And Run A Successful Business.

Futurepreneur

Annual Report 2014canada

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Futurpreneur

Favicon App Icon



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Helping YouStart And Run A Successful Business.

Futurepreneur

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Annual Report 2014Rapport Annuel 2014

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Sample Applications: Dimensional Identity Applications

The following images show a range of special applications and how the identity elements can be adapted. For specifi c guidelines on signage and other specialized requirements contact:



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@Futurpreneur Futurpreneur

@Futurpreneur Futurpreneur

Nom PrénomTitre içi

Téléc.Tél.nompré[email protected] | www.futurpreneur.ca

canadaGotham Book 16 pts

2.25 in .25 in

Gotham Book 10/14 pts

Gotham Light 10/16 pts

Gotham Light 10/12 pts

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Email Signature Identity Applications

Shown here are the recommended email signatures.

If Gotham is not available, use Arial based on the same text size relationships.

Any time-sensitive Futurpreneur Canada promotional messages can be added to the optional lines at the bottom. Use our tagline as the default message line. Optional line

Gotham Light 10/12pts

moteur de la jeune entrepriseUsing tagline


formerly CYBF

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moteur de la jeune entreprise

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24Photography Identity Applications

The style of our photography should reflect the audiences we serve: fresh, optimistic, active, diverse, engaged. Our imagery should support our storytelling and appear as authentic and natural as possible. There are several different types of images that are appropriate:

Individual futurpreneursShow real futurpreneurs in authentic settings that reflect their passions and business ventures. Use natural poses and lighting.

You may use the amplifier and cropped images (these can be stock if necessary) to represent the idea of futurpreneurship. Use these sparingly, as appropriate, so the visuals don’t become too predictable. These will be most effective on major campaign pieces or documents (report covers, ads, etc.)

If using multiple images in any communications or campaign, be sure to reflect the diversity of our audiences (gender and ethnic balance).

Individual futurpreneurs


25Photography Identity Applications

Futurpreneur teamsShow real futurpreneurs in authentic settings that reflect their passions and business ventures. Use natural poses and lighting.

MentorshipWhere appropriate, show real futurpreneurs and their mentors in authentic settings that reflect their collaborations. Use natural poses and lighting.

In all cases showing real people, ensure you have written permission to use their images for promotional purposes.

Futurpreneur teams

Mentorship


26Icons Identity Applications

We have developed a library of icons for use in various applications. Use them in the primary or secondary colour palettes.

Shown here is a selection of the icons. For more information contact:

Lesley Wilmot Director, Communications416.408.2923 x 2203 [email protected].


27Futurpreneur Canada Style Guide

Identity Applications


Here are some commonly used words and phrases and how they should consistently appear in Futurpreneur Canada materials and copy.

Futurpreneur Canada (always capitalized, and never with an e after “futur”)

Futurpreneur/futurpreneur (used to describe the people we serve)

Start-up /start-up

Our programs, resources and initiatives:

• Action Entrepreneurship: Growing Young Enterprise • Action Entrepreneurship Canadian Summit• Action Entrepreneurship (City) Roundtable • Business Plan Writer• Business Resource Centre• Entrepreneur-in-Residence (or Entrepreneurs-in-Residence• Entrepeer Vibe, Entrepeer Hub, Entrepeer Experience• Expansion Program• Mentor-in-Residence• moMENTum• Newcomer Program• Spin Master Innovation Fund• Start-up Program• G20 Young Entrepreneurs’ Alliance (G20 YEA)• G20 YEA Summit

Website/website

Email/email

Online/online

For any brochures, please add the copyright line with the appropriate year:©2014 Futurpreneur Canada All rights reserved.

Our name should always be referred to as Futurpreneur Canada (in copy and verbally), to maintain consistency and avoid confusion among our audiences. This reinforces our unique position as the only national organization of its kind in Canada. In body copy, always captialize our name (it is only lower case as a design element in our creative identity).

We are also using the word “futurpreneur” to describe the audiences we serve – Canada’s current and emerging generation of young entrepreneurs. We encourage any young people who are building, growing and expanding their businesses to describe themselves as futurpreneurs. Please note that in cases where we are referring to the audience (versus our corporate name), we will not capitalize futurpreneur, to reinforce its use as a new, legitimate term, except at the beginning of a sentence.

futurpreneur_guidelines_may8

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