Tourette Canada. Brand Standards Guide

Transcription

1 Tourette Canada Brand Standards Guide

2 We brand for: Table of Contents Consistency Recognition Equity 3 Guidelines of Usage 6 Colour Palette 7 Typography 8 Business Cards 9 Social Media Usage 10 Trek Identity - Guidelines 11 Trek Identity - Colour Palette Tourette Canada Brand Standards Guide 2

3 Guidelines for Usage Full Colour One Colour The various versions of the Tourette Canada logo must never be applied to a background that compromises legibility. The full colour is the preferred logo option and is to be used whenever possible. These logos are appropriate for both print and online materials. Use the primary version of the logo whenever possible. When to use: On a white field of colour, or a background with minimal visual clutter, pattern or colour. When to use: On a white or a light field of colour from the defined brand palette. When the amount of colours are limited by reproduction methods. This includes, but is not limited to, 1-colour silkscreening, embroidery or cut vinyl applications. When reproduction methods reduce logo fidelity. This includes, but is not limited to newspaper ads or fax sheets. One Colour Knock-out When to use: On a dark field of colour. When the amount of colours are limited by reproduction methods. This includes, but is not limited to, 1-colour silkscreening, embroidery or cut vinyl applications. On photographs, providing there is minimal visual clutter or pattern. Tourette Canada Brand Standards Guide 3

4 Guidelines for Usage Protection Area It is important that the various guidelines governing the proper usage of the Tourette Canada logo be adhered to. To ensure that the overall Tourette Canada brand is best represented, proper clear space must be given and minimum size restrictions must be followed. The Tourette Canada logo must never be altered or modified in any way. Minimum Size The logo protection area equals the x-height of the t Incorrect Usage of Logo - Examples 20 mm Tourette Canada Brand Standards Guide 4

5 Guidelines for Usage - Logo Placement Use in Publications In the example to the right the logo is placed within a box in the border are of the publication. This is an incorrect use. T-MAG A MAGAZINE FOR THE MEMBERS OF UN MAGAZINE POUR LES MEMBRES DE TOURETTE CANADA The Tourette Canada identity must not be contained within boxes or be positioned within the border area of brand materials. These include, but are not limited to, magazines, posters, newsletters, flyers, etc. The Tourette Canada identity should be integrated into the layout in a visually-pleasing way and not seem disconnected from the overall content. This example shows a variation of a proper integration of the logo within a layout. This is another example of proper use of the 40 years anniversary identity on a poster. This also shows how to correctly incorporate a partner s logo into a layout. 2 nd Annual HACK N SMACK TEXAS SCRAMBLE GOLF Tourette Canada Brand Standards Guide 5

6 Guidelines for Usage - Logo on Promo Items Use on Promotional Items In the example to the right the logo is printed in white on a shoe bag. This is a correct reproduction of the logo as it is easily legible against the dark background. Whether it be digitally printed, embroidered, silkscreened, etc., the Tourette Canada logo must remain easily legible when used on promotional items. This example of the logo printed in yellow on a golf ball marker is an incorrect reproduction of the identity. Tourette Canada Brand Standards Guide 6

7 Colour Palette Primary Brand Colours The Tourette Canada colour palette is made up of 2 primary brand colours. PMS Process Cyan C CMYK 0,100,0,0 RGB 0,174,239 HEX 00aeef PMS 7548 C CMYK 0,23,100,0 RGB 255,205,2 HEX ffcd02 Tints 100% 75% 50% 25% 100% 75% 50% 25% Tourette Canada Brand Standards Guide 7

8 Typography The Tourette Canada typographic standards require that certain fonts be adhered in the production of any brand materials. Primary Brand Font - Helvetica Neue LT Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ~!@#$%^&*()_+ Alternate Font - Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ~!@#$%^&*()_+ Web Font - Arial/Open Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ~!@#$%^&*()_+ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ~!@#$%^&*()_+ Tourette Canada Brand Standards Guide 8

9 Business Cards Front & Back The Tourette Canada stationery package includes two different business card layouts shown to the right. The size and choice of typography and the positioning of elements on these cards must remain consistent. Jennie Agnew, Waterloo-Wellington Chapter tf: ext. 61 p: c: e: waterloo-wellington@tourette.ca P.O. Box 6185 New Hamburg, ON N3A 2K6 facebook TSwaterloowellington Tourette Canada Brand Standards Guide 9

10 Social Media Usage The Tourette Canada and Tourette Canada Chapter pages must appear visually consistent with another while clearly differentiating themselves. Logo Layout for Social Media Use The logo must use correct RGB, and must fit wholly within the icon dimensions of a given social media website. The minimum protection area for the logo indicated earlier in this document must be followed in all uses of the logo on social media. Logos must not be skewed, stretched or pixelated. The logo should not be used as a background element on social media pages. Imagery for Social Media Use You may use images of your choice to enhance your Twitter and Facebook presence. The images must not appear pixelated and be proper resolution for web use. Images can be used for Facebook cover pages and Twitter backgrounds, as well as for posts on social media pages and blogs. Posting on Social Media Any postings that are representative of the Tourette Canada brand and are being shared on social media should be consistent with the overall brand tone and voice. If postings feature graphic elements then the typography, colour and logo usage guidelines must be adhered to. Tourette Canada Brand Standards Guide 10

11 Trek Identity - Guidelines for Usage Full Colour One Colour The various versions of the Trek for Tourette logo must never be applied to a background that compromises legibility. The full colour is the preferred logo option and is to be used whenever possible. These logos are appropriate for both print and online materials. Use the primary version of the logo whenever possible. When to use: On a white field of colour, or a background with minimal visual clutter, pattern or colour. When to use: On a white or a light field of colour from the defined brand palette. When the amount of colours are limited by reproduction methods. This includes, but is not limited to, 1-colour silkscreening, embroidery or cut vinyl applications. When reproduction methods reduce logo fidelity. This includes, but is not limited to newspaper ads or fax sheets. One Colour Knock-out When to use: On a dark field of colour. When the amount of colours are limited by reproduction methods. This includes, but is not limited to, 1-colour silkscreening, embroidery or cut vinyl applications. On photographs, providing there is minimal visual clutter or pattern. Tourette Canada Brand Standards Guide 11

12 Colour Palette Primary Brand Colours The Trek for Tourette colour palette is made up of 3 primary brand colours. PMS 7741 C CMYK 73,22,100,6 RGB 81,145,65 HEX PMS Process Cyan C CMYK 0,100,0,0 RGB 0,174,239 HEX 00aeef PMS 7548 C CMYK 0,23,100,0 RGB 255,205,2 HEX ffcd02 Tints 100% 75% 50% 25% 100% 75% 50% 25% 100% 75% 50% 25% Tourette Canada Brand Standards Guide 12