Canadian Chiropractic. Association. Visual Identity and Logo Guidelines. Canadian Chiropractic Association. Association. chiropratique canadienne

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1 chiropratique canadienne Canadian Chiropractic TM/MC Canadian Chiropractic Visual Identity and Logo Guidelines Last updated: May 20th, 2014

2 Table of Contents Introduction 3 The CCA logo 4 Acceptable Uses 5 Provinces 6 Other Logos 7 Member Logo 8 Reserved Space 9 Scale 10 Unacceptable Uses 11 Colour 12 Typeface 13 File Types and their Uses 14 2

3 Introduction This guide has been created to provide guidance when implementing the new visual identity across the association. The new brand is bold and confident, the consistent and proper use of the logo will ensure this message is conveyed clearly in the public eye and with your members. If you have questions about this guide, please contact: Ronda Parkes Director of Marketing and Communications Canadian Chiropractic x 242 RParkes@chiropracticcanada.ca 3

4 The CCA Logo The CCA is a mature organization but not in the traditional sense. It is modern yet evolving, bold and confident.it is serious, credible and an authority within the chiropractic profession. The new logo reflects these values. Our logo is one of our most valuable assets and it is critical to use it correctly and consistently. The logo has two main components - the wordmark and the icon. The icon is an abstract representation of the spine; the thick and thin lines provide a 3D feel and give it a bold and modern look. The icon is paired with a sans serif typeface which further accentuates the bold and confident feel of the logo. The CCA has filed the new design for trademark. Our understanding is that we do not need to file separate trademark assignments for each of the provinces. 4

5 Acceptable Uses Our main objective with the new logo is for it to be quickly and easily recognizable. Whenever possible the blue logo should be used on a white background. Plain light-coloured backgrounds that provide sufficient readability are also acceptable. Normal Black on White Other acceptable uses of the logo are; all black or all white with maximum contrast in the background. Embossed logos may be acceptable, however please contact the Marketing Department for approval. White on Blue White on Black 5

6 Provinces For brand consistency and to build the chiropractic brand equity, several provinces have adopted the same logo as the national logo. This visual identity guide applies to all of these logos English or French only English & French 6

7 Other Logos CCA-affiliated organizations have also adopted the same logo. 7

8 Member Logo (EN & FR) The member logo is for use by CCA members. It is the only CCA mark to be used by members and must be used as designed with both English and French title. Members are encouraged to use the member logo as a symbol in a member clinic or practice area and on their clinic or corporate website linking back to the CCA website ( ca / member logo is not to be used in advertisements or used in any way that infers that they are speaking or acting on behalf of the CCA. It can be used in conjunction with a member clinic or corporate logo (respecting reserved spacing) and it should be clear to the public that this represents membership in the CCA. Print Web 8

9 Reserved Space It is important to maintain a certain distance between the logo and other elements on a page or screen. This strengthens the logo and ensures it is free of visual clutter. The first option for print is the best scenario. The width of the mark should be maintained around the logo. In cases where space is at a premium (such as on a website) the half width size of the icon is acceptable. Print chiropratique canadienne Canadian Chiropractic TM/MC Web chiropratique canadienne Canadian Chiropractic TM/MC 9

10 Scale To ensure the CCA logo is always readable please do not make the width of the logo smaller than 1.1 inches in print and 145 pixels on a website or in digital format. For all other logos their respective sizes are listed to the right. Please note the height for all logos should never be below inches in print and 37 pixels on a website or in digital format. Minimum Sizes: Print: 1.1 in Web: 145 px Height: Print: in Web: 37 px Height: Print: in Web: 37 px Print: in Web: 52 px Print: in Web: 76 px Print: in Web: 47 px Height: Print: in Web: 37 px Print: in Web: 50 px Print: 0.59 in Web: 42 px Print: in Web: 79 px Height: Print: in Web: 37 px Print: in Web: 117 px Print: in Web: 98 px Height: Print: in Web: 37 px Print: 0.59 in Web: 42 px Print: in Web: 45 px Print: in Web: 76 px 10

11 Unacceptable Uses Altering the logo in any other way than specified in this manual negatively affects the brand. Here are some ways that the logo should never be used. Distorted chiropratique canadienne Canadian Chiropractic TM/MC Amended Altered Colour Background Colour Imagery Visual Effects Typography 11

12 Brand Colour Names and Values The CCA has two main colours, blue and black, these colours are used to identify and distinguish our association. We have included additional colours to be used as accents on printed materials and websites. Please note these should be used sparingly as the prominent use of these colours may confuse the brand. Primary Colours Colour Pantone C M Y K R G B HEX Blue Pantone 314U C: 100 M: 15 Y: 0 K: 35 R: 0 G: 115 B: 146 # Black N/A C: 0 M: 0 Y: 0 K: 100 R: 0 G: 0 B: 0 # Neutral Colours Colour Pantone C M Y K R G B HEX Beige Pantone 466 C: 10 M: 20 Y: 40 K: 10 R: 221 G: 208 B: 175 # DDD0AF Taupe Pantone 7536 CP C: 11 M: 13 Y: 30 K: 32 R: 164 G: 156 B: 134 # A49C86 Grey Pantone 419 U C: 0 M: 0 Y: 0 K: 85 R: 89 G: 88 B: 84 # Accent Colours Colour Pantone C M Y K R G B HEX Green 361 CP C: 77 M: 0 Y: 100 K: 0 R: 44 G: 179 B: 74 # Pink 214 CP C: 0 M: 100 Y: 24 K: 0 R: 226 G: 5 B: 110 # DB257B Yellow 130 CP C: 0 M: 32 Y: 100 K: 0 R: 254 G: 190 B: 16 # FEBE10 Screened Colours Colour Pantone C M Y K R G B HEX Light Yellow Light Blue Light Beige 130CP - 20% C: 0 M: 7 Y: 20 K: 0 R: 255 G: 236 B: 205 # FFECCD 314 U - 20% C: 30 M: 3 Y: 0 K: 0 R: 204 G: 230 B: 238 # CCE6EE 7536 CP - 20% C: 9 M: 8 Y: 11 K: 0 R: 230 G: 227 B: 221 # E6E3DD 12

13 Typeface Typography is an essential part of our visual identity. It ties the logo together and complements it visually. The typeface for the logo is Museo Sans. It is easy to read and clean and further amplifies our brand message. Museo Sans 300 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklm ;:,.<>/?

14 File Types and Their Use There are many file types and using the correct one can be confusing. This chart will help you select the correct file type for it s intended use. Word / Office The following files should be used in Microsoft Office programs. CMYK large CMYK medium CMYK small Black large Black medium Black small White large White medium White small print_cmyk_lg.jpg print_cmyk_md.jpg print_cmyk_sm.jpg print_black_lg.jpg print_black_md.jpg print_black_sm.jpg print_white_lg.png print_white_md.png print_white_sm.png Print The following files (.eps) are the preferred visual identity file format by graphic designers. These files are vector based, this means that the visual identity can be scaled up or down without distortion or loss of clarity. CMYK Scalable Use this file when printing with many colours Black Scalable Use this file when printing in black and white White Scalable Use this file when logo is on a coloured background print_cmyk.eps print_black.eps print_white.eps Web These files are only used on screens (Internet, web applications or projections). These files are low-resolution and should never EVER, EVER be used in print, as they will appear pixelated. Pantone Scalable Use this file when printing with a limited amount of colours print_pantone.eps RGB Large RGB Medium RGB Small web_rgb_lg.png web_rgb_md.png web_rgb_sm.png 14