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  • Brand Identity Style Guide

    Human Resources Professionals Association

    Brand Identity Style Guide Human Resources Professionals Association

    May 22, 2015

  • Brand Identity Style Guide

    Human Resources Professionals Association

    HRPA Brand Identity Style Guide These 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 HRPA We 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 Platform HRPA 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 Identity We 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/Personality HRPA 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 Checklist If 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 Identity The 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 Professionals Association

    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 de