1. Introduction GRAPHIC STANDARDS

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2 1. Introduction GRAPHIC STANDARDS This Graphic Standards Manual covers the basic guidelines for Northern Credit Union s new identity. Graphic standards began in the early part of the last century to communicate a consistent image for emerging brands. This was done as a defense against competition, a guarantee of origin and by its very nature, as a means to emphasize the quality of the brand. Stationery, business cards, publications, newsletters, advertisements, web sites, flyers, signs and other forms of communication represent not just the individual or program, but the entire Northern Credit Union brand. Accordingly, this publication is dedicated to providing a set of guidelines that can be used by any of Northern Credit Union s internal staff, partners and suppliers to reinforce a consistent, clear and positive image of the credit union to employees, stakeholders, attendees and the public at large. The following graphic standards are intended to guide the application of the Northern Credit Union visual identity in print, web and other general communications. Additional guidelines may apply to different media such as magazines, outdoor media, etc. These standards have been developed for users as a resource for the creation and/or implementation of various communication materials. Use of these standards will assist individuals and departments in developing communications that correctly express the brand from the look and feel of its visual design, to the tone and manner of its copy. To protect the integrity of the brand, it is imperative that Northern Credit Union s communicators do not alter the logo files in any way. For your convenience, these master identity files may be accessed at ( gsm.pdf TBD). ncu graphic standards manual june 2013 page 2

3 1. Introduction TERMINOLOGY Emblem Logotype The Northern Credit Union Corporate Symbol is comprised of two elements working together to create an effective mark: the Emblem and Logotype. The elements that make up the logotype must not be altered in size, position or relationship of scale. It is important to establish some basic terminology for the different components, as these will be referred to throughout the graphic standards document and in other applications. ncu graphic standards manual june 2013 page 3

4 1. Introduction GLOSSARY OF TERMS APPLICATION An item of promotional, online or corporate communications value, to which the corporate signature has been or will be applied. APPLICATION An item of promotional, online or corporate communications value, to which the corporate signature has been or will be applied. BRAND STATEMENT The brand statement conveys the intended, unique positioning of the brand within its market from the point of view of the consumer. CLEAR SPACE The minimum white space required around the corporate signature(s). CMYK COLOURS The standard process color model used in offset printing for full-color documents. (Cyan, Magenta, Yellow and Black) COATED PAPER When a paper is coated, it is referring to an agent that is applied to the paper s surface to enhance printability. Coated paper is available in a matte or glossy finish and is generally used when a significant amount of ink coverage is required. CORPORATE COLOURS Any of the specific colours approved for reproduction of our corporate signature. CORPORATE IDENTITY The physical characteristics that are associated with a corporation, such as a logo, a building, colours, etc. CORPORATE LOGOTYPE The specific, visually unique typographic setting of our company s marketing name. CORPORATE EMBLEM The unique design mark owned by Northern Credit Union and used as its primary visual identifier. FORMAT The layout geometry by which the corporate signature and/or other graphic and typographic elements are positioned. PMS The Pantone Matching System. It s a standard language for spot color identification and communication. PROGRAM TYPOGRAPHY The series of typefaces approved for use in setting corporate information. Selected to visually support the corporate signature, these faces are used consistently throughout the identity program applications. REVERSE White or light-coloured type or images on a dark background. Also referred to as a knockout. RGB COLOUR A color model mainly used for web and computer graphics. These colours will not accurately represent the brand colours when printed. SUB-BRAND A product or service brand that has its own name and visual identity to differentiate it from the parent brand. UNCOATED PAPER Uncoated paper has no agent coating the surface. While appearing more rustic or raw, it is also more absorbent than coated paper and is not ideal for large amounts of colour printing. WHITE SPACE In publication design, the areas where there is no text or graphics essentially, the negative space of the page design (see clear space). ncu graphic standards manual june 2013 page 4

5 LOGO FULL COLOUR VERSIONS STANDARD LOGO To be used in web or screen applications as well as print applications where 4 colour process printing (CMYK) or spot colour printing (PMS) is available. STACKED LOGO To be used in web or screen applications as well as print applications where 4 colour process printing (CMYK) or spot colour printing (PMS) is available. Use this version on applications that are relatively vertical to ensure the logo appears at an appropriate size with correct isolation space. (See size and scaling section for details) ncu graphic standards manual june 2013 page 5

6 LOGO SINGLE COLOUR VERSIONS STANDARD LOGO ONE COLOUR To be used in web or screen applications as well as print applications when limited to one colour only. STANDARD LOGO BLACK & WHITE To be used in applications where 4 colour process printing (CMYK) or spot colour printing (PMS) is not available. STANDARD LOGO REVERSED To be used in applications where the identity needs to be placed over a colour or certain visuals (see restrictions for more information). STACKED LOGO ONE COLOUR To be used in web or screen applications as well as print applications when limited to one colour only. STACKED LOGO BLACK & WHITE To be used in applications where 4 colour process printing (CMYK) or spot colour printing (PMS) is not available. STACKED LOGO REVERSED To be used in applications where the identity needs to be placed over a colour or certain visuals (see restrictions for more information). ncu graphic standards manual june 2013 page 6

7 LOGO MINIMUM SIZE & SCALING MINIMUM SIZING The maximum and minimum sizes of logo reproduction depend on the application. In general, the logo should be used only where there is adequate space to assure strong legibility and high impact. SCALING THE LOGO The logo must be scaled proportionally as a unit. The sizing and proportion of individual elements should not be altered in any manner STANDARD LOGO MINIMUM SIZE The Northern Credit Union logo may be reproduced to a minimum width of 1.75". STACKED LOGO MINIMUM SIZE The Northern Credit Union logo may be reproduced to a minimum width of ncu graphic standards manual june 2013 page 7

8 LOGO AREA OF ISOLATION STANDARD LOGO AREA OF ISOLATION To protect its design character and legibility, the logo must not be crowded by other graphic elements or type. The illustration on this page shows the minimum bounding area that must be kept clear around the logo. STACKED LOGO AREA OF ISOLATION The minimum bounding area must be kept free from any other artwork, type or panel edges. Distances for clearance are based on the width of Northern Credit Union logo. ncu graphic standards manual june 2013 page 8

9 COLOUR SPECIFICATIONS Northern Blue Northern Teal Secondary Colours PANTONE FORMULA COATED Pantone or Spot colours are the preferred method of reproduction, resulting in the most accurate colour representation and consistency. **Colours to be used when printing on Coated Papers. PANTONE 287C PANTONE 3262C PANTONE 430C PANTONE 432C PANTONE FORMULA UNCOATED Pantone or Spot colours are the preferred method of reproduction, resulting in the most accurate colour representation and consistency. **Colours to be used when printing on Uncoated Papers. PANTONE 287U PANTONE 3262U PANTONE 429U PANTONE 432U Consistent use of colour is important when reproducing the Northern Credit Union identity. Wherever practical, the corporate identity should be displayed in its preferred colour version. The logotype may also be reproduced in black & white or reverse (white on a dark colour background). Barring this, the specified colours should not be altered in any way. ncu graphic standards manual june 2013 page 9

10 COLOUR SPECIFICATIONS Northern Blue Northern Teal Secondary Colours CMYK VERSION This is the preferred alternate method of reproduction. 4 colour process is the most common colour printing method in offset and digital printing. C:100 M:69 Y:0 C:72 M:0 Y:38 C:47 M:31 Y:29 C:69 M:55 Y:46 K:11 K:0 K:4 K:13 ONLINE VERSION The RGB colour version is designed for online, screen (powerpoint), projection and broadcast (TV) applications. R:0 G: 82 B:156 R:29 G:187 B:176 R:128 G:137 B:145 R:103 G:108 B:115 Consistent use of colour is important when reproducing the Northern Credit Union identity. Wherever practical, the corporate identity should be displayed in its preferred colour version. The logotype may also be reproduced in black & white or reverse (white on a dark colour background). Barring this, the specified colours should not be altered in any way. #00529C #1DBBB0 #676C73 # ncu graphic standards manual june 2013 page 10

11 COLOUR CONTRAST GUIDE 10% Black (or lighter) 30% Black (or equivalent) 50% Black (or darker) COLOUR CONTRAST GUIDE The following guidelines must be followed when reproducing the Northern Credit Union logo against coloured or textured backgrounds: The logo must be reproduced as a full colour image against coloured backgrounds that are equivalent to 10% black and lighter. The logo must be reproduced in 100% black against backgrounds equivalent to 30% black (or equivalent). Proper use of black logo on background Proper use of white logo on background The logo must be reproduced in reverse against backgrounds equivalent to 50% black or darker. In all cases, the logo must be visually dominant and clearly visible. Textured backgrounds will alter these specifications, and will require visual verification to confirm the legibility of the logo. ncu graphic standards manual june 2013 page 11

12 TRUE NORTH STRONG WORDMARK TRUE NORTH STRONG WORDMARK True North Strong is the brand positioning of Northern Credit Union. The wordmark can be used in conjunction with the Northern Credit Union logo or on its own as a graphic element on in-branch and promotional applications. For example, on wearables or promotional items. The True North Strong wordmark should be stacked 3 lines tall, each word being the same width and varying heights. The brand statement kerning should not be altered. Use the example provided and proportionately scale up or down when using this version. ncu graphic standards manual june 2013 page 12

13 TRUE NORTH STRONG BANNER Northern Blue Northern Teal Black & White TRUE NORTH STRONG BANNER The True North Strong banner is made up of two components: the word mark and the flag icon. The function of the banner is to clearly and consistently identify True North Strong as Northern Credit Union s brand position. The True North Strong banner can appear on its own (without the Northern Credit Union logo) on in-branch applications only. The banner can appear on an application in only two ways: bleeding off the top of a page, or top-aligned with a graphic element (such as a bar filled with colour). Top-aligned to colour bar Bleeding off top of page Not anchored ncu graphic standards manual june 2013 page 13

14 3. Digital Files LOGOMARK FOR PRINT Please use this chart as a reference when deciding which logo file type to use in print applications. MEDIUM FILENAME(S) DESCRIPTION FORMAT RESOLUTION USAGE PRINT NCU_Logo_Horizontal_CMYK.eps NCU_Logo_Stacked_CMYK.eps NCU_Logo_Horizontal_PMS_C.eps NCU_Logo_Stacked_PMS_C.eps NCU_Logo_Horizontal_PMS_U.eps Colour Postcript logo for use in printing 4 colour process/cmyk. Preferred logo format for the graphic design industry. Colour logo for use in offset printing using Spot colour (custom colour) printing. Note: C and U designations on filenames relating to coated vs. uncoated types of paper. EPS* EPS* N/A. Scalable format that is resolution independent. High quality print applications. For use with design software such as Adobe Illustrator and InDesign. NCU_Logo_Stacked_PMS_U.eps NCU_Logo_Horizontal_BW.eps NCU_Logo_Stacked_BW.eps Black & white Postscript logo, for use in black ink printing. Preferred black & white logo format for the graphic design industry. EPS* NCU_Logo_Horizontal_REV.eps NCU_Logo_Stacked_REV.eps White reversed Postscript logo, for use in knockout printing, ie white logo on coloured background. Preferred reversed white logo format for the graphic design industry. EPS* NCU_Logo_Horizontal_CMYK.jpg NCU_Logo_Stacked_CMYK.jpg NCU_Logo_Horizontal_BW.jpg NCU_Logo_Stacked_BW.jpg Colour logo for use in printing 4 colour process/cmyk. White reversed Postscript logo, for use in knockout printing, ie white logo on coloured background. Preferred reversed white logo format for the graphic design industry inches wide. This format can be reduced in size, BUT SHOULD NOT BE SCALED UP IN SIZE. For use with non-postscript print applications such as Microsoft Word, Lotus Notes. *EPS: Encapsulated Postscript **JPG: Compressed Graphic Format ncu graphic standards manual june 2013 page 14

15 3. Digital Files BRAND STATEMENTS FOR PRINT Please use this chart as a reference when deciding which brand statement file type to use in print applications. MEDIUM FILENAME(S) DESCRIPTION FORMAT RESOLUTION USAGE PRINT NCU_Statements_Horizontal-01 _CMYK.eps NCU_Statements_Stacked-01 _CMYK.eps NCU_Statements_Horizontal-02 _CMYK.eps Keeping northern dollars where they belong. In the North. If it s not Northern, it s not for you EPS* EPS* N/A. Scalable format that is resolution independent. High quality print applications. For use with design software such as Adobe Illustrator and InDesign. NCU_Statements_Stacked-02 _CMYK.eps NCU_Statements_Horizontal-03 _CMYK.eps Don t let your money go south EPS* NCU_Statements_Stacked-03 _CMYK.eps NCU_TNS_Wordmark_Stacked _CMYK.eps True North Strong EPS* NCU_Statements_Horizontal-01 _CMYK.jpg NCU_Statements_Stacked-01 _CMYK.jpg NCU_Statements_Horizontal-02 _CMYK.jpg Keeping northern dollars where they belong. In the North. If it s not Northern, it s not for you inches wide. This format can be reduced in size, BUT SHOULD NOT BE SCALED UP IN SIZE. For use with non-postscript print applications such as Microsoft Word, Lotus Notes. NCU_Statements_Stacked-02 _CMYK.jpg NCU_Statements_Horizontal-03 _CMYK.jpg Don t let your money go south NCU_Statements_Stacked-03 _CMYK.jpg NCU_TNS_Wordmark_Stacked _CMYK.jpg True North Strong *EPS: Encapsulated Postscript **JPG: Compressed Graphic Format ncu graphic standards manual june 2013 page 15

16 3. Digital Files LOGOMARK FOR WEB & SCREEN Please use this chart as a reference when deciding which logo file type to use in web and screen applications. MEDIUM FILENAME(S) DESCRIPTION FORMAT RESOLUTION USAGE WEB & SCREEN NCU_Logo_Horizontal_RGB.png NCU_Logo_Stacked_RGB.png Colour logo for use in web and presentation graphics where a transparent background is required ie when logo is place over a coloured or textured background. PNG* 72 Pixels per 15 inches wide. This format can be reduced in size, BUT SHOULD NOT BE SCALED UP IN SIZE. High quality print applications. For use with design software such as Adobe Illustrator and InDesign. NCU_Logo_Horizontal_BW_RGB.png NCU_Logo_Stacked_BW_RGB.png Black & White logo for use in black web and presentation graphics where a transparent background is required, ie. when logo is place over a coloured or textured background. PNG* NCU_Logo_Horizontal_REV_RGB.png NCU_Logo_Stacked_REV_RGB.png Reversed logo for use in black web and presentation graphics where a transparent background is required, ie. when logo is place over a coloured or textured background. PNG* NCU_Logo_Horizontal_RGB.jpg NCU_Logo_Stacked_RGB.jpg Colour logo for use in web and presentation graphics. NCU_Logo_Horizontal_BW_RGB.jpg NCU_Logo_Stacked_BW_RGB.jpg Black & White logo for use in black web and presentation graphics. *PNG: Transparent Background Graphic Format **JPG: Compressed Graphic Format ncu graphic standards manual june 2013 page 16

17 3. Digital Files BRAND STATEMENTS FOR WEB & SCREEN Please use this chart as a reference when deciding which brand statement file type to use in web and screen applications. MEDIUM FILENAME(S) DESCRIPTION FORMAT RESOLUTION USAGE WEB & SCREEN NCU_Statements_Horizontal-01_RGB.png NCU_Statements_Stacked-01_RGB.png NCU_Statements_Horizontal-02_RGB.png NCU_Statements_Stacked-02_RGB.png Keeping northern dollars where they belong. In the North. If it s not Northern, it s not for you PNG* 72 Pixels per 15 inches wide. This format can be reduced in size, BUT SHOULD NOT BE SCALED UP PNG* IN SIZE. For use in online/web applications such as website graphics and web banner ads. Also for use in screen applications such as Powerpoint. NCU_Statements_Horizontal-03_RGB.png NCU_Statements_Stacked-03_RGB.png Don t let your money go south PNG* NCU_TNS_Wordmark_Stacked_RGB.png True North Strong PNG* NCU_Statements_Horizontal-01_RGB.jpg NCU_Statements_Stacked-01_RGB.jpg Keeping northern dollars where they belong. In the North. NCU_Statements_Horizontal-02_RGB.jpg NCU_Statements_Stacked-02_RGB.jpg If it s not Northern, it s not for you NCU_Statements_Horizontal-03_RGB.jpg NCU_Statements_Stacked-03_RGB.jpg Don t let your money go south NCU_TNS_Wordmark_Stacked_RGB.jpg True North Strong *PNG: Transparent Background Graphic Format **JPG: Compressed Graphic Format ncu graphic standards manual june 2013 page 17