Brand Identity Guidelines - 211 Ontarioambassadors.211ontario.ca/.../2015/04/211-Branding... ·...
Transcript of Brand Identity Guidelines - 211 Ontarioambassadors.211ontario.ca/.../2015/04/211-Branding... ·...
Brand Identity Guidelines
November 2015
Contents
1.0Overview
1.01 Our Corporate Identity1.02 Our Vision and Mission 1.03 Our Visual Identity 1.04 Contact
2.0The Logo
2.01 NATIONAL Logo2.02 ONTARIO Logo Variations2.03 Logo Size Usage2.04 Partner Logo Usage2.05 Exclusion Zones2.06 Logo Colour Versions2.07 Rules of Use 2.08 Using the Correct Logo
3.0Basic Elements
3.01 Brand Colours3.02 Typography3.03 Photography3.04 Footer3.05 Messaging Tone & Language3.06 United Way Relationship
4.0Brand Usage / Examples
4.01 Bookmark4.02 One Page Marketing Piece4.03 Poster4.04 Web Banners4.05 Caller Stories4.06 First Responders Card4.07 Letterhead4.08 Fridge Magnet4.09 PowerPoint Presentation
1.00
Overview | Our Corporate Identity
1.0Overview
1.01 Our Corporate Identity1.02 Our Vision and Mission 1.03 Our Visual Identity 1.04 Contact
Page 4
Our Corporate Identity Welcome to the guidelines for Ontario 211’s corporate
identity. This identity has been developed in response
to Ontario’s 211 Ambassadors Toolkit project initiated in
November 2014.
The creative work for the identity is based on the input
from national and regional partners. It builds on the visual
traditions of 211 Canada. The strength of 211 Ontario’s
visual appearance is important to distinguish us instantly in
the minds of our audiences.
The identity is intended to provide increased coherence in
the way we present ourselves and a visual shorthand for
the values, objectives and qualities. It has been designed
in a way that allows it to be applied across a wide range
of media while retaining its visual integrity and impact. All
new materials commissioned from November 2014 onward
should use the new identity. All literature and merchandise
should comply with the new guidelines commencing
immediately.
The guidelines have been designed for use by partners
within the organisation as well as by design professionals.
It is anticipated that over time additional creative input and
increased use will lead to additional advice and guidance in
later versions of this document. Any views, comments or
requests for help in interpreting them should be referred
to Destiny Bedwell (email: [email protected]) which
is the main point of contact for visual identity queries.
1.01
Overview | Our Corporate Identity
Page 5
Our Vision 211 will be widely known as the first and best place for all Canadians to find and connect to human services – the ‘branded network’ or gateway to human services – and a primary source for information about human services for government, funders, planners and people looking for help.
For individuals looking for help, 211 is a number they know
and trust to provide the right resources, the first time. 211
helps people connect to their communities and maintain a
good quality of life.
For agencies, 211 is a trusted resource to help them find
services for their clients, and to receive qualitative caller
needs data that provides additional insight about the
needs in the community.
For Emergency responders and Emergency Managers, 211
provides a channel for authoritative information to and
from the public regarding non-urgent needs and services,
allowing them to focus their resources on their core
mandate.
For government planners and other decision-makers,
211 provides rich data about caller/user needs to help
inform their investment and policy decisions regarding
social, health and government services. Through the
adoption of Open Data principles, 211 will also provide
the authoritative source of human services data that
can be accessed and leveraged to support community
development initiatives at all levels.
Our Mission The mission of 211 in Canada is to effectively connect people with the appropriate information and services, enhance Canada’s social infrastructure and enable people to fully engage in their communities.
211 Ontario delivers on this mission through an award-
winning phone Information & Referral service, and
through the collection and maintenance of Ontario’s
most comprehensive database of services as well as data
on caller needs and trends. 211 Ontario is built from the
community up and delivered through a strong network
of Regional Service Partners and Data providers across
the province. 211 Ontario is supported by the Ministry of
Community and Social Services, United Ways, municipalities
and private/public sector partners.
1.02
Overview | Our Mission & Purpose
Page 6
Our corporate identity includes a logo and supporting typefaces, but it is the way
these are used and the context in which they appear that is equally important to the
corporate identity. Placing Ontario 211’s logo in an inappropriate publication or on
literature that is poor quality undermines the way in which it can communicate the
organization’s strengths. It is also important to respect the minimum size and ‘exclusion
zone’ constraints of the logo to ensure that its visual power is maximised.
The logo itself represents a national brand. It represents a not-for-profit agency with
high standards and it is regularly associated with other high profile and trusted brands
such as the United Way and the Province of Ontario.
The full use of the 211 logo and tagline makes is immediately clear that 211 exists to
help and guide members of the Ontario public, regardless of their station.
While the 211 brand is relatively new, more and more it is recognized by those in the
sector (and those they serve) as a go-to organization for information about community,
health, social and government services. A consistent application of the visual identity
will ensure that all of the organizations involved in the 211 system are both promoting
211 and benefitting from its increased awareness and perceived value across the
province.
1.03
Overview | Our Visual Identity
Ontario
Page 7
Any views, comments or requests for help in interpreting these guidelines should be referred to Destiny Bedwell which is
the main point of contact for all visual identity queries.
Destiny Bedwell: [email protected]
1.04
Overview | Contact
2.00
The Logo
2.0The Logo
2.01 NATIONAL Logo2.02 ONTARIO Logo Variations2.03 Logo Size Usage2.04 Partner Logo Usage2.05 Exclusion Zones2.06 Logo Colour Versions2.07 Rules of Use2.08 Using the Correct Logo
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The 211 logo has been constructed
carefully. Never recreate the logo
by typing it out. Only the provided
versions of the logo should be used
at all times.
There are two versions of the logo:
01 Standard logo 02 Standard Canada logo
The 211 Canada logo is made of
three distinct graphic elements:
logo mark + lock-up + registered
trademark symbol.
2.01
The Logo | NATIONAL Logo
02 STANDARD CANADA LOGO01 STANDARD LOGO
Page 10
The logo is comprised of three
inseparable parts: the numbers
211, the Red Oval and the “®”. One
element may not be separated from
the other and the letters 211 may
not be used on their own.
There are three versions of the logo:
01 Standard logo 02 Standard Provincial logo03 Standard logo with Tagline
The Standard Provincial logo is the
preferred version and should be used
wherever possible.
The Provincial version should be used
when a logo is required below the
minimum height of the Standard
version or where the space available
is more appropriate to a horizontal
lock-up.
2.02
The Logo | ONTARIO Logo Variations
02 STANDARD PROVINCIAL LOGO01 STANDARD LOGO
03 STANDARD LOGO WITH TAGLINE
Ontario
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2.03
The Logo | Logo Size Usage
Recommended sizes The artworks for the Standard logo,
the Standard logo with tagline and
Standard Provincial Logo have been
produced at the optimum size for
usage on standard letter documents
(8.5x11).
Measurement The Standard logo is measured from
the baseline of the red oval to the
top of the red oval.
02 STANDARD LOGO WITH TAGLINE 03 STANDARD PROVINCIAL LOGO01 STANDARD LOGO
MINIMUM HEIGHT 20 MMThe Standard logo should not appear smaller than 20mm in height.
MINIMUM HEIGHT 30 MMThe Standard Logo with Tagline should not appear smaller than 30mm in height.
MINIMUM HEIGHT10 MMIf your design requires the Horizontal logo to go below this height then you must replace it in the design with the Small use logo.
Ontario
Ontario
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2.04
The Logo | Partner Logo Usage
211 in Ontario is made up of seven
Regional Service Partners, more
than 30 local Data Providers, 40
local United Way agencies and a
governance organization, Ontario
211 Services. It is important that all
stakeholders can demonstrate their
involvement in the 211 system, and
speak proudly about their role in
their own corporate communications
materials. The consistent application
of the partner logos will allow us to
grow greater awareness through
co-branding with other recognizable
logos and brands.
The logo options to the right outline
what is available for use by partners
(depending on role outlined in 211
agreements). They follow all other
brand guideline rules for logo use, as
specified in this document.
01 STANDARD PARTNER LOGO
Ontario Data Partner Ontario Regional Partner
Other NameGoes Here
01 VISUAL DATA ATTRIBUTION - POWERED BY
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2.05
The Logo | Exclusion Zones
Standard LogoThe logo requires space around it in
order to maximize its visual presence.
An exclusion zone around the logo
prevents any graphic element from
interfering with its integrity.
The guidelines opposite show the
logo exclusion zone. Please ensure
no other graphic elements or text
are placed within these zones.
Standard Partner LogoWhere the logo appears with an
Partner descriptor below it, then
the exclusion zone is to be taken
from the baseline of the bottom
descriptor and the right edge of the
longest descriptor.
02 STANDARD LOGO WITH TAGLINE01 STANDARD LOGO
03 STANDARD PROVINCIAL LOGO 03 STANDARD PARTNER LOGO
Ontario Data Provider
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2.06
The Logo | Logo Colour Versions
The Ontario 211 logo should only be
reproduced in the colour variations
shown to the right. The precise
colour red and black are specified in
section 3.01. Different versions of
red and black should not be used.
If a supplier cannot match this red
precisely, then a black logo or white
reversed out version must be used.
When reversing the logo white out of
a background colour or image always
make sure that the background is
dark enough not to cause problems
with visibility or legibility.
SAMPLE
02 STANDARD LOGO WITH TAGLINE
02 BLACK
02 REVERSED
02 STANDARD PARTNER LOGO
02 BLACK
02 REVERSED
01 STANDARD LOGO
01 BLACK
01 REVERSED
Ontario Data Provider
Ontario Data Provider
Ontario Data Provider
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2.07
The Logo | Rules of Use
MISUSE OF THE LOGOThe logo must always be used in
accordance with the guidelines set
out for brand colours, exclusion
zones, size and proportion.
Ontario
Do not use an isolated element of the logo.
Do not change the colour of the logo to red.
Do not tint or screen the logo.
Do not change any of the typefaces.
Do not use the red variation of the logo on black background.
Do not place the logo on an image or a busy background.
Do not alter the logo.
Do not use the red variation of the logo on coloured
background.
Do not place other logos or graphic elements within the
safety zone.
Page 16
It is very important to use the correct format of logo for the item you are producing. Failure to do so may result in a variety of problems, such as loss of quality on very large file sizes.
File formatsEPS vector files can be enlarged indefinitely without loss of quality. They are appropriate for most print applications. These and other formats such as jpg, tif or png, which are more appropriate for use in Microsoft Office applications or web-based media or power-point presentations are available for download.
Logos Colour VersionsCMYK - this version is for print applications where 4 colour process is used.
PMS – this is for print applications that use Pantone (special) colours.Black – for black-only printing or printing black from 4 colour process.
Reversed – for reversing white out of an image or coloured background.
RGB – this version is for on screen applications.
2.08
The Logo | Using the Correct Logo
Ontario
Ontario211_Ontario_CMYK.eps
Name Logo Version Colour Version File Extension
3.00
Basic Elements
3.0Basic Elements
3.01 Brand Colours3.02 Typography3.03 Photography3.04 Footer3.05 Messaging Tone and Language3.06 United Way Relationship
Page 18
3.01
Basic Elements | Brand Colours
Primary ColoursThe Ontario 211 primary colours are the red and black. Unless you are using the all-black or knock-out version of the logo, it must always appear in these colours. Red and black should never be switched or altered, and must be used consistently across all communication materials. The primary colours should be used predominantly at 100% density. Three shades of black (%80, %50, and %20) are also available.
Secondary ColoursAn important part of establishing a brand is creating a colour palette and using it consistently. Ontario 211’s secondary colour palette comprises two bright and optimistic colour families. You may use these colours to complement our primary colour palette.
You can use shades of grey to create interest and depth in your design, but use them sparingly to maintain an optimistic look and feel.
Make sure to use the CMYK or PMS values for print and RGB for web applications.
PRIMARY
SECONDARY
RedPMS 485CMYK: C0 M95 Y100 K0RGB: R218 G41 B28
BlackPMS BlackCMYK: C0 M0 Y0 K100RGB: R0 G0 B0 80% 50% 20%
BluePMS 3005CMYK: C100 M34 Y0 K2RGB: R0 G129 B198
GreenPMS 7480CMYK: C60 M0 Y50 K0RGB: R99 G194 B157
TurquoisePMS 3262CMYK: C71 M0 Y33 K0RGB: R34 G188 B185
PinkPMS 7424CMYK: C0 M75 Y30 K0RGB: R241 G102 B130
OrangePMS 158CMYK: C0 M61 Y97 K0RGB: R245 G128 B37
YellowPMS 116CMYK: C0 M16 Y100 K0RGB: R255 G210 B0
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3.02
Basic Elements | Typography
Typography is an important element
in reinforcing the Ontario 211 visual
identity. Consistent use of the
specified typefaces for all collateral
and communication materials helps
unify and strengthen our visual
identity.
The primary typeface for Ontario 211
is Univers 57 Condensed.
Never replace the typeface in the
logo mark, always use the electronic
master artwork provided.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
UNIVERS 57 CONDENSED
UNIVERS 67 BOLD CONDENSED
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3.03
Basic Elements | Photography
General photography guidelines
include use of natural lighting
when possible, unusual framing
and interesting angles all give an
authentic feeling.
Photographs should present topics
in the most compelling, effective
and dynamic way. One of the best
ways to do this is to show individuals
performing what is related to their
story. This includes putting them in a
setting where their story can be told.
This helps present the stories of the
people that Ontario 211 has helped
in a way that’s both confident and
authentic, as shown in the examples.
PHOTOGRAPH ASSETS
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3.03
Basic Elements | Photography
Ontario 211 has a number of “hand
calling gesture” photos that are to be
used as the anchor for the Footer Bar
that can be found on the next page.
ASSETS
Page 22
3.04
Basic Elements | Footer
The Footer bar is a standard graphic
element that has been created to
showcase Ontario 211’s logo, call-
to-action, partner logos and “hand
calling gesture” photo.
It is preffered that the “hand calling
gesture” photo is used in all Ontario
211 material. In a case that the
“hand calling gesture” photo cannot
be used due to sizing restraints,
then the footer content should be
stretched across the entire width of
the red footer bar.
“HAND CALLING GESTURE” FOOTER
Make the Connection. Call 2-1-1Free | Confidential | 24/7 | 150+ Languages | Live Answerwww.211Ontario.ca | TTY: 1.888.340.1001
ONTARIO 211 LOGOLogo should always be knocked out white and have the tagline present.
PARTNER LOGOSPartner logos should be knocked out white and should be no more that 15% the size of the Ontario 211 logo.
CALL-TO-ACTIONMake the Connection. Call 2-1-1 and subsequent content should always to be used in the same state as presented below.
“HAND CALLING GESTURE” PHOTOOntario 211 has 3 photos to slect from. The one pictured above is the preffered photo.
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3.05
Basic Elements | Messaging Tone and Language
Ontario 211 messaging should be
positive on tone whenever possible.
While many users of the 211 service
are facing hardship, Ontario 211
should represent a positive, solution
oriented way forward.
The messaging Tone mirrors how
images are used in the Ontario
211 Ambassador Kit material. The
primary image often shows a person
wrestling with a problem. The
secondary, ‘hand calling gesture’
image is positive and proactive.
The following examples reflect a ‘Problem/Solution’ theme
that should be applied in any marketing and/or brand
awareness activity. The Problem is juxtaposed with a positive
message the notes how the Problem is being addressed.
The ‘You’re not alone’ tagline is used to convey hope and to
reinforce the fundamental 211 message that people always
have a place to turn.
Page 24
3.06
Basic Elements | United Way Relationship
In 2001, United Way Centraide Canada, in partnership with InformCanada, United Way Toronto and Community Information
Toronto, were founding partners in leading an application to the CRTC (Canadian Radio-television and Telecommunications
Commission), which resulted in the three-digit dialling code 2-1-1 being designated to improve access to information about
public services.
The first Canadian 211 service launched in Toronto in 2002, and in 2010, Ontario became the first to extend 211 province-
wide. Now available to residents of: Alberta, British Columbia, New Brunswick, Nova Scotia, Nunavut, Ontario, Quebec and
Saskatchewan, 211 serves 60% of Canadians, or approximately 20 million residents.
In communities where 211 service has been implemented United Ways Centraides have played a critical role in their
implementation, acting as proponents / champions, direct funders, and by bringing other funders to the table.
Given this significant organizational connection, the relationship between 211 and United Way Centraide should be recognised,
where appropriate, through the usage of the United Way Centraide logo.
The logo options to the left outline the application of the bilingual United Way Centraide brandmark. The English name should
appear first when the supporting text is in English. Conversely, the French name should appear first when the supporting text is
in French.
For organizations who wish to recognise a local United Way Centraide, and need access to logo files, please contact Brennan
Heath, United Way Centraide Canada Marketing and Communications Officer, at: [email protected].
For local United Ways Centraides who are promoting their association with 211, the local identifier can replace the United
Way Centraide master brandmark in the materials provided. If you have questions, please contact Brennan Heath, United Way
Centraide Canada Marketing and Communications Officer, at: [email protected].
4.00
Brand Usage / Examples
4.0Brand Usage / Examples
4.01 Bookmark4.02 One Page Marketing Piece4.03 Poster4.04 Web Banners4.05 Caller Stories4.06 First Responders Card4.07 Letterhead4.08 Fridge Magnet4.09 PowerPoint Presentation
Page 26
4.01
Example | Bookmark
Ontario 211 has created a bookmark.
with 211 messaging.
Sizingw=2.5” h=7”
Printing SpecificationsDouble Sided
Trimmed to size
Bleeds
Paper Stock-min requiremnts 12pt
ContactDestiny Bedwell:
FRONT BACK
Page 27
4.02
Example | One-Page Marketing Piece
Ontario 211 has created a One-Page
handout - Top 10 Ways to Increase Awareness of 211.
Sizingw=8.5” h=11”
Printing SpecificationsSingle Sided
Trimmed to size
Bleeds
Paper Stock-regular bond or higher
ContactDestiny Bedwell:
Page 28
4.03
Example | Poster
Ontario 211 has created a series of
posters outlining key stats about
who Ontario 211 can help.
Sizingw=11” h=17”
Printing SpecificationsSingle Sided
Trimmed to size
Bleeds
Paper Stock-regular bond or higher
ContactDestiny Bedwell:
POSTER OPTION 1 POSTER OPTION 2-5
Page 29
4.04
Example | Web Banners
Ontario 211 has created a number of
web banners for online use.
SizingBig Box - 300px - 250 px
Leaderboard - 728 px - 90px
SpecificationsStatic JPG
ContactDestiny Bedwell:
WEB BANNER - BIG BOX - 300 X 250
WEB BANNER - LEADERBOARD - 728 X 90
Page 30
4.05
Example | Caller Stories
Ontario 211 has created a number of
Caller Stories handouts to show how
Ontario 211 has successfully handled
real Callers.
Sizingw=8.5” h=11”
Printing SpecificationsSingle Sided
Trimmed to size
Bleeds
Paper Stock-regular bond or higher
ContactDestiny Bedwell:
POSTER OPTION 1 POSTER OPTION 2-5
Page 31
4.06
Example | First Responders Card
Ontario 211 has created business
card size marketing piece that First
Responders can handout to the
public.
Sizingw=3.5” h=2”
Printing SpecificationsDouble Sided
Trimmed to size
Bleeds
Paper Stock-min requiremnts 12pt
ContactDestiny Bedwell:
CARD
Page 32
4.07
Example | Letterhead
Ontario 211 has created standard
Microsoft WORD and printable
letterhead.
Sizingw=8.5” h=11”
Printing SpecificationsSingle Sided
Trimmed to size
Bleeds
Paper Stock-regular bond or higher
ContactDestiny Bedwell:
LETTERHEAD
Page 33
4.08
Example | Magnet
Ontario 211 has created a fridge
magnet for quick reference.
Sizingw=4” h=3”
Printing SpecificationsSingle Sided
Trimmed to size
Bleeds
ContactDestiny Bedwell:
FRIDGE MAGNET
Page 34
4.09
Example | PowerPoint Presentation
Ontario 211 has created a title slide
and content slide for use in Microsoft
PowerPoint.
SpecificationsStandard 10x7 presentation
ContactDestiny Bedwell:
MICROSOFT POWERPOINT PRESENTATION