V KITCHENER ECONOMIC DEVELOPMENT STRATEGY STYLE GUIDE. last updated:

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1 KITCHENER ECONOMIC DEVELOPMENT STRATEGY STYLE GUIDE last updated: V 1.0

2 OUR STRATEGY CONTENTS Make it Kitchener is the City of Kitchener s four year economic development strategy. The goal of the strategy is to make Kitchener an inspiring place to be, whether you are launching a business, building a career, building a life, or contributing to the greater community. The way we present this strategy is key in expressing this vision. Consistency in the expression of this strategy will help people recognize and understand what differentiates Kitchener as a city in which to start, grow and succeed. Whether being read by a local resident, a potential newcomer or investor, this strategy tells the story of Kitchener and motivates people to want to be part of it. With a nod to our manufacturing history, and a vision of our future in making, we will show the world how they can make it in Kitchener. It is our objective to represent our city authentically through candid lifestyle photography and real stories. This style guide was designed to ensure continuity in communicating the essence of our strategy. It covers the core components of Make it Kitchener, and the rules for ensuring consistency, legibility and maximum impact. 01 Our Strategy 02 Tone & Personality 03 Name 03 Logo 04 Spacing & Size 05 Alternative Versions 06 Digital Wordmark 07 Improper Logo Usage 08 Colour Palette 09 Typography 10 Photography 13 Icons 14 Integration with City of Kitchener Logo Please direct questions or inquiries regarding the strategy s brand to: Victoria.Raab@kitchener.ca 1 / OUR STRATEGY

3 TONE & PERSONALITY For all communication related to the Make it Kitchener strategy, the following tone of voice and personality should be expressed: A u t h e n t i c Inclusive Motivational Positive Local Proud Down-to-earth Genuine Real Well made Community-oriented The language of the strategy should reflect this tone and strive to motivate readers to be an active part of Make it Kitchener. Example of intended Make it Kitchener tone of voice From Kaufman, Arrow and Pollock to today s Velocity grads, you are Kitchener s original startups cultivating innovation for more than 150 years. You ve made shirts, tires, cold cuts, cookies, software, hardware and art. You ve made business plans, diagrams, financial statements and insurance policies. You ve raised barns, built homes, connected roads and railways, and connected with each other. Example of improper tone of voice For more than 150 years, the City of Kitchener has fostered a culture of innovation. Kitchener s economic diversity has been demonstrated throughout history in industries ranging from agricultural and financial to manufacturing and tech. Today s economic development strategy continues to push the envelope. The goal is to speak to the essence, the indispensable quality, and the character of Kitchener. 2 / TONE & PERSONALITY

4 NAME LOGO The name Make it Kitchener was derived from the idea that in Kitchener, we have always made things and will always make things. Second, it represents the idea that one can succeed, thrive, or make it in Kitchener. When writing external correspondence or producing public facing materials regarding the Kitchener Economic Development Strategy, the full name of Make it Kitchener should be used. Please note the capital M and capital K, yet a lowercase i. In all cases, Make it Kitchener should never be shortened to MIK. When used in body copy, Make it Kitchener should be italicized as it is the strategy s title. In the rare occasion that it may appear in all capitals, the font should be set to bold instead of italics for easy legibility. When referencing Make it Kitchener online, it should appear as a hyperlink to makeitkitchener.ca The logo (also referred to as a stamp) is inspired by manufacturing stamps that were prominently used in the past on items made in Kitchener. The date on the logo refers to the year that Kitchener began it s history in making things. The logo has been distressed to mimic a real stamp. The relationship between the elements in the logo are fixed and must not be changed. Since 1854 must not be removed. This black distressed version is our primary identity and is always preferred. A reversed version of the logo is not preferred in communication materials. Alternative options are outlined on page 5. Logo/stamp primary identity 3 / NAME & LOGO

5 LOGO SPACING & SIZE Protected space Always provide enough protected space to allow the logo to do its job effectively. Defined by K (The exact same K from the word Kitchener in the mark), this minimum protection space area around the logo lock-up should be adhered to. Minimum size In order to ensure legibility, minimum size standards have been established. When referring to minimum size, we use the width of the logo to determine the size. Minimum size Printed 1 inch Minimum size Digital 1.5 inch or 108 pixels 4 / LOGO SPACING AND SIZE

6 ALTERNATIVE VERSIONS Solid version Reverse (white) version Circle version When using our logo, the distressed black version (see page 3) on a white background is our primary logo. Of course, this will not always be appropriate for every application. In these cases, there is a solid version, a reverse (white) version and a circle version that has been created for some flexibility in creating materials. For additional guidance or to request a particular format, please contact our Marketing & Communications department at x 7936 or victoria.raab@kitchener.ca 5 / ALTERNATIVE VERSIONS

7 DIGITAL WORDMARK For digital applications where the full Make it Kitchener wordmark is not legible, or the live font is preferred, the font Teko can be used to create the alternative logo (on the website navigation for example). This should not be used as the primary logo, and should be used rarely and with discretion as to not create confusion within the brand. TEKO REGULAR 44PT / 0 TRACKING MAKE IT KITCHENER Font weight and tracking In order to ensure legibility, any digital wordmark 24pt and smaller in size should use Teko in medium weight. Anything over 24pt in size should use regular weight. Please note, the smaller you set the font, the more tracking you need to add for optimal legibility. Minimum size In order to ensure legibility, minimum size standards have been established for all versions of our logo. The minimum logo width is 108 pixels, when used as a live font (Teko Medium) this equates to 16 pt/px. TEKO MEDIUM 20PT / +20 TRACKING MAKE IT KITCHENER TEKO MEDIUM 16PT / +25 TRACKING MAKE IT KITCHENER 6 / DIGITAL WORDMARK

8 IMPROPER LOGO USAGE Consideration must be taken to ensure that our logo is never altered or misrepresented in any way. This applies to all versions. Here are a few examples of treatments that our logo should never undergo. Never alter the colours of the logo Do not place the logo on a busy, dark or patterned background Never alter the lockup of the logo Do not alter or change the typeface used in the logo lock-up Do not create greyscale or transparent versions of the logo Do not stretch the logo either horizontally or vertically Never remove elements from the logo Do not crop the logo Never breach the logo clear space requirements (see page X) 7 / IMPROPER LOGO USAGE

9 COLOUR PALETTE Colour is not extensively used in this brand, as photographs play an integral role in telling the vibrant story of Kitchener. However, every maker needs tools to work with, so a colour palette has been designed to correspond with the Make it Kitchener style. Each colour is named, drawing inspiration from maker culture. This table specifies process (), and hexadecimal colour equivalents. Black Ink # White Canvas #FFFFFF Builder Blue #438DAD Patina Green #5A8D84 Potter s Clay # 85745C Black is always the preferred colour for the logo/stamp and for body text within various applications. White is the preferred background colour with some exceptions. The bottom row specifies tints that may be used as background colours corresponding to the six pillars within the Make it Kitchener strategy (see page 13 for the associated iconography for each pillar). Spark #E7E8E8 Start #DFE5E1 Grow #DFE8EC Urban # E8E8DD Vibrant # F4F5ED PLEASE NOTE: In our organization, we utilize many different printers via a variety of software applications. Colour will vary slightly from printer to printer and factors such as paper stock and lighting will influence the way a colour reproduces to the human eye. These colours are to serve as a guide for our staff, but nuances in tone are to be expected. Connect # D4E1DD 8 / COLOUR PALETTE

10 TYPOGRAPHY A strong campaign is built with typefaces that communicate a tone and personality. The typefaces used in the Make it Kitchener strategy were chosen with a nod to the past and an eye on the future. The Make it Kitchener stamp is comprised of the font BigNoodleTitling and Tribeca. BigNoodleTitling is used to give an industrial flavour with its robust, heavy, and stamp-like aesthetic and may be used within primary headings, but never as body copy. Tribeca may be used in subheadings. Its equal weighted proportions contrast with the industrial feel with its softer, more curved edges. Sentinel is our primary body copy typeface because of its characteristic readability in both small and large sizes. Additionally, Sentinel is an update of early 20 th century slab serif fonts such as Clarendon. Sentinel comes in a variety of weights and styles. It should be used when producing professional print media *. For screen-based web media (websites), it is acceptable to use Teko and Source Serif Pro and Source Sans Pro. Printed and physical media TRIBECA MEDIUM BIGNOODLETITLING Sentinel Book Sentinel Book Italic Sentinel Medium Sentinel Medium Italic Sentinel Semibold Sentinel Semibold Italic Sentinel Bold Sentinel Bold Italic Web fonts SOURCE SANS PRO REGULAR TEKO REGULAR Source Serif Pro Regular Source Serif Pro Semibold Source Serif Pro Bold Desktop fonts ARIAL NARROW BOLD Georgia Regular In the rare occasion that web-based fonts fail to work, screen-based media (PowerPoint, ) or internally produced communications produced in Microsoft Word (memos, s, etc), may use Arial Narrow Bold and Georgia in place. * NOTE: As a simple guide for determining which font should be used, if you have a licensed copy of Adobe Creative Suite (InDesign, Illustrator, etc) you should use BigNoodleTilting with Sentinel. If you primarily use Microsoft Products (Word, PowerPoint, Outlook), then Arial Narrow Bold with Georgia should be used. If you are designing for the internet, then Teko with Source Serif Pro would be used. Georgia is a system font, that all contemporary computers come installed with. Sentinel is a custom marketing font that is purchased for specific applications such as brochures, business cards, magazines and more. Source Serif Pro is a Google font that is specifically programmed for online platforms. 9 / TYPOGRAPHY

11 PHOTOGRAPHY Make it Kitchener is a strategy that understands that to drive business, our city needs to focus on people, place, and culture. The photography reflects this by highlighting neighbourhoods, businesses, people, and scenes of city life in Kitchener. Since photography dominates the look and feel of strategy material, it is important that it be of high quality and not outdated. Although the strategy is a nod to our past, photography should never imitate historical styles or techniques. Archival imagery should be kept to a minimum. Photography should be crisp and high resolution. It should have an editorial or candid approach rather than feeling staged or contrived. Avoid the use of stock photography authenticity is key! Bright, full-colour images are always preferred. Exercise restraint if editing or applying artistic colour filtering. Photographs will feature citizens of Kitchener making items as well as participating in city life such as festivals and daily happenings. Textures such as graffiti, maker tools, food and nature should be used to showcase Kitchener s culture. To be inclusive, locations and diversity should be taken into consideration. A modular grid of photos with gutters of inches may be used to showcase multiple images. Images should never touch, be rotated, overlap, or be contained in any other shape other than sharp-cornered rectangles. It is preferred that images are large formatted. 10 / PHOTOGRAPHY

12 PHOTOGRAPHY EXAMPLES Focus on Makers This strategy features citizens physically making things in Kitchener. Diversity of locations, people and industries should always be considered. Showing people doing what they do in their own environment helps others relate to their unique stories. Showcase vibrant communities There are many unique and vibrant communities in Kitchener. This strategy celebrates and showcases a variety of them. 11 / PHOTOGRAPHY EXAMPLES

13 PHOTOGRAPHY EXAMPLES Highlight how people interact with the city The spaces in the city that people use are a large part of this strategy. Highlight these spaces by capturing real moments of extracurricular activities, festivals, and family life. Interesting textures Within a workshop, an office space, a converted factory or outdoor space, there are many textures, tools and settings that, piece by piece, create the tapestry of our city. Utilize these types of images to add variety and depth when telling your story of Kitchener. 12 / PHOTOGRAPHY EXAMPLES

14 ICONS This strategy is focused on the following six strategic pillars: Make it Spark Make it Start Make it Grow Make it Urban Make it Vibrant Make it Connect Group A How to build a dynamic economy Each of these pillars is visually represented with its own custom designed icon. When highlighting the six pillars as a group or individually within communicative or promotional materials, consider incorporating their respective icons. Make it Spark Make it Start Make it Grow Icons should not be rotated and have a minimum print size of 0.75 inches in diameter. Icons should always appear in their enclosures (circles) and never broken apart or modified. Icons may be reversed (in white) in certain instances where contrast permits. For example, over a night sky in a featured image. Group B How to build a great city Icons should never appear on marketing material without the full Make it Kitchener logo. Make it Urban Make it Vibrant Make it Connect 13 / ICONS

15 INTEGRATION WITH CITY OF KITCHENER LOGO The Make it Kitchener logo should not appear in any marketing collateral without the City of Kitchener logo. The two logos should never compete the Make it Kitchener logo is the primary brand; secondarily, the City of Kitchener. The two logos should never appear side-by-side or stacked on top of one another. The City of Kitchener logo should be subtly integrated (to avoid introducing a competing colour palette, the solid black version of the City of Kitchener logo is preferred). Examles of applications are seen on the Make it Kitchener website, or posters, where the CoK logo is included within the footer. For PowerPoint presentations, printed documents, or this guideline manual, the Make it Kitchener logo appears on the front page/cover, with the City of Kitchener logo positioned on the back page/cover. The decision to exclude the City of Kitchener logo in any collateral must be approved by the Director of Corporate Communications & Marketing. #makeitkitchener Publication cover with primary logo Publication back cover with City of Kitchener logo (secondary) 14 / INTEGRATION WITH CITY OF KITCHENER LOGO

16 For additional information regarding identity applications outlined in this manual, please contact our Marketing & Communications department at: x 7936 or victoria.raab@kitchener.ca