Visual identity standards guidelines€¦ · In this Visual Identity & Standards Manual, you’ll...

Visual identity standards guidelines

Version 1.0 sePTeMBer 2015

In this Visual Identity & Standards Manual, you’ll find

essential resources to effectively use the Canadian

Kitchen Cabinet Association logo, visual assets and

brand messaging. It has been created to provide

internal and external stakeholders with a toolkit for

proper consistent use of brand.

1.0

The CAnAdIAn KITChen CAbIneT ASSoCIATIon VISuAl IdenTITy STAndArdS & guIdelIneS

2

uSIng ThISMAnuAl

One key to enhancing the visibility and

reputation of the Canadian Kitchen Cabinet

Association brand is a consistent and reliable

approach to our marketing and communications.

Consistency in the look and content of

our communications materials provides a

recognizable and memorable presence in the

minds of the people and organizations with

whom we seek to communicate.

It is incumbent on all stakeholders who utilize

the Canadian Kitchen Cabinet Association

brand follow the provided brand guidelines.

The effectiveness of the brand is contingent

on the people who use it – and use it well.

In this manual, you’ll find essential resources to

effectively use the Canadian Kitchen Cabinet

Association brand, colours, typography and

reproduction of the logo itself. (See Section 3.0).

If materials are found not to conform to these

standards, those producing the materials will be

required to take corrective actions.

Permission & release of the logo

This manual establishes a basic foundation for

developing marketing and communications

materials, but we acknowledge that these

standards cannot address every situation that

may arise. Any questions regarding these

guidelines, requests for logo files or brand

communication aids should be directed to:

Dawn Wilson

Executive Director

Phone: 613.692.5858

Email: [email protected]

1.1 reASonS for uSIng ThIS MAnuAl

3

USING THEVISUAL IDENTIT Y


1.0

1.2 InTroduCTIon To The brAnd

The Canadian Kitchen Cabinet Association logo is an emblematic representation

of the Canadian Kitchen Cabinet Association’s brand and is highly instrumental in

how it is recognized and perceived by it’s internal and external audiences. The logo

is composed of two main design elements, including the graphic and typography.

It is vital to be consistent with this application and never to display the logo in

configurations other than those shown in this manual.

In every application, the logo must be displayed

prominently and legibly, and in accordance with the

following guidelines:

1. Use only the logos provided in conjunction with the

brand manual, without modification, rotation, or

simulation;

2. To preserve the integrity of the logo, it must not be

combined with other elements to create a new symbol

or image;

3. To protect the integrity, legibility, and impact, do

not reproduce at sizes smaller or without the proper

protective space than the amounts outlined in this

manual; and

4. Apply the logo to all websites, publications,

advertisements, presentation materials, marketing

collateral, and business stationery (both print and

electronic).Supporting graphical element

Typography

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USING THEVISUAL IDENTIT Y


1.0

The Canadian KiTChen CabineT assoCiaTion Visual idenTiTy sTandards & guidelines

1.3 logo VArIATIonS

horizontal

The Canadian Kitchen Cabinet Association logo

exists in three variations. Each variation can be

utilized depending on the area in which it is being

displayed.

With the Primary Horizontal version, the

illustration is displayed to the left of the “CKCA”

wording. This variation is ideal for placing on

spaces which are more wide than tall.

These variations of the logo are provided as

scalable vector artwork (EPS), as well as high/low

quality pixel files (TIF, JPG, PNG).

These variations of the logo are provided in varied

colour profiles including PMS (Pantone Matching

System), CMYK, and RGB.

Positive Colour logo: Use the 4-colour CMYK positive logo whenever possible. This logo is intended for use on a white (positive) coloured background.

Positive black logo: Use this version when printing facsimile, etc. or when budget restrictions will not permit the use of colour printing.

reverse White logo: Use the white logo version on coloured backgrounds when reproduction issues may arise with the colour logo.

CKCA_CMYK_Horizontal_POS CKCA_PMS_Horizontal_POS

CKCA_Black_Horizontal_POS

CKCA_White_Horizontal_REV

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USING THEVISUAL IDENTIT Y1.0


1.4 logo VArIATIonS

Stacked

With the Stacked version, the illustration is

stacked above the “CKCA” wording. This

variation is ideal for placing on spaces which are

more tall than they are wide and/or in square

proportions.

These variations of the logo are available as

scalable vector artwork (EPS), as well as high/low

quality pixel files (TIF, JPG, PNG).

These variations of the logo are provided in varied

colour profiles including PMS (Pantone Matching

System), CMYK, and RGB.

Positive Colour logo: Use the 4-colour CMYK positive logo whenever possible. This logo is intended for use on a white (positive) coloured background.

CKCA_CMYK_Stacked_POS CKCA_PMS_Stacked_POS

Positive black logo: Use this version when printing facsimile, etc. or when budget restrictions will not permit the use of colour printing.

CKCA_Black_Stacked_POS

reverse White logo: Use the white logo version on coloured backgrounds when reproduction issues may arise with the colour logo.

CKCA_White_Stacked_REV

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The Canadian Kitchen Cabinet Association

has created a wide and comprehensive

variety of logo formats. For best

reproduction results, it is important that the

appropriate file format be utilized.

A specific file naming convention has been

established to ensure ease in locating and

utilizing the correct logo variation needed.

To use, simply pair one item from each

column to formulate the desired file variation.

EPS (Vector Files): EPS format allows high-quality

print reproduction. EPS files can be scaled to any size

without sacrificing image quality. You may use these

files in page layout and graphics programs for print

projects. Additionally, EPS format files may also be

used to create files in any of the other image formats

at exactly the sizes required.

TIF: TIFs can be used when a variable size is not

necessary for print. TIFs have been provided with a

transparent background, and should never be scaled

larger. TIF files have been provided at 11” width at

300 dpi in CMYK colour format. This format is ideal

for printing, used by designers and printers.

JPG: JPGs are a non-editable pixel file which will lose

quality as it increases in size. A lower quality version is

provided set to 50% of the size of the TIFs at 300 dpi

in RGB colour mode. JPGs do not have a transparent

background. This format is ideal for daily use, such as

presentation materials, reports, business forms, etc.

It is ideal for all types of users.

PNG: PNGs have been provided with a transparent

background and should never be scaled larger. PNG

files have been provided at 11” width at 72 dpi in

RGB colour format. This format is ideal for web or

email applications, ideal for all types of users.

CKCA_CMYK_Horizontal_POS.jpg

IdentifierBrandHorizontal

Stacked

Seal

BackgroundPOS

REV

Format.eps

.jpg

.tif

.png

naming Convention

ColourCMYK

PMS

RGB

Black

White

1.5 fIle forMATS

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logo Minimum Protective Space

Always surround the Canadian Kitchen Cabinet

Association logo and all its variations with the

amount of clear-space shown to ensure that the

logo is easily identifiable as well as visible and

legible wherever it appears.

Clear-space is the minimum “breathing room”

maintained around the logo. The clear-space is

X; where X is equal to the height of the wording

“Canadian Kitchen Cabinet Association”. Do

not position any text, graphic elements, or other

visual marks inside the recommended clear space.

1.6 MInIMuM ProTeCTIVe SPACe

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logo Size requirements

Maintaining the legibility and the integrity of the

Canadian Kitchen Cabinet Association logo is very

important, regardless of what the application is

or the manner in which it is reproduced. Be sure

that when determining the size of the logo that its

legibility and integrity are not compromised.

Specific minimum sizing has been established for

print applications as well as digital applications.

Always maintain the lock-up’s aspect ratio when

scaling, regardless of the application.

Stacked Logo

Minimum size of 1” width.

Horizontal Logo

Minimum size of 1.5” width.

1"

1.5"

Print Applications digital Applications

Stacked Logo

Minimum size of 72 pixels width at 72dpi.

Horizontal Logo

Minimum size of 108 pixels width at 72dpi.

72 px

108 px

1.7 MInIMuM SIze requIreMenTS

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10

To ensure the consistency of our visual identity,

specifications for each colour are provided for

use in print, web and electronic presentation

applications. Please note that screen and laser-

printer colour is not necessarily an accurate

representation of actual colours due to variances

in monitor and printer calibrations.

The Canadian Kitchen Cabinet Association’s

primary colour palette consists of colours

sourced from use in the logo. The supporting

colour palette consists of additional tones and

colours selected to complement and expand on

the primary colour palette, these colours play a

supporting role through their use in marketing

material and graphics used to promote the

Canadian Kitchen Cabinet Association.

PMS 425 C0 M0 Y0 K80 R88 G89 B91 #58595b

PMS 1805 C5 M96 Y80 K22 R186 G34 B47 #b8222f

PMS 7503 C10 M15 Y45 K32 R167 G153 B113 #a79971

Pantone® Process colour Red/Green/Blue Hexadecimal(PMS) (CMYK) (RGB) (HEX)

Primary

supporting

1.8 colour PaleTTes



1.9 PlACIng The logo


Here are examples of the correct way to place the

Canadian Kitchen Cabinet Association logo on a

variety of background colours. It is important to

have adequate contrast between the mark and

the background for optimal visibility.

When placing the logo on a white or light colour

backgrounds, use the variations marked “-POS”

in the file formats.

When placing the logo on a dark coloured

background use the variations marked “-REV”

in the file formats.

Grey Palette C0 M0 Y0 K30

White C0 M0 Y0 K0

Grey Palette PMS 425 - C0 M0 Y0 K80

Red Palette PMS 1805 - C5 M96 Y80 K22

Tan Palette PMS 7503 - C10 M15 Y45 K28

%100 to 60

Black C0 M0 Y0 K100

%100 to 85

%% 100 to 75 100 to 75

%0 to 30 Black

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As et am quiant, vererfero temq.

Consistent application of the Canadian Kitchen

Cabinet Association logo is essential to building

and maintaining brand recognition. The logo

should never be altered or redrawn in any way

and only approved digital artwork should be used

for reproduction purposes.

While not an exhaustive list, these examples

illustrate some incorrect uses to avoid.

DO NOT change the colour of any elements in the logo.

DO NOT change the logo’s proportion.

DO NOT apply a stroke around the logo.

DO NOT add drop shadows or other effects to the logo.

DO NOT rotate the logo.DO NOT change the proportion of any one element.

DO NOT use the logo at a percentage of the logo colour.

DO NOT place close to text; see 3.3 for space requirements.

DO NOT add .ca to the end of the logo.

.ca

1.10 unACCePTAble AlTerATIonS

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VISuAl IdenTITy

STAndArdS

& guIdelIneS

3781 Strandherd Drive, P.O. Box 34018, Nepean, Ontario, K2J 5B1

P 613-567-9171 e [email protected]

ckca.ca

canadian kitchen cabinet association

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