Brand Identity Guide. September 2017

Transcription

1 Brand Identity Guide September 2017

2 Welcome At Canada Drives our goal is to be the number one consumer lending company in Canada by making financing simple and accessible to every Canadian while maintaining the highest level of customer service. Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 2

3 Welcome Who Is This Guide For? This guide is for anyone who wants to use the Canada Drives logo and brand assets for marketing and advertising purposes. Brand assets outlined in this guide are available for download in our media kit. Why Is This Guide Important? Our brand is a visual representation of our mission and values. Guidelines outlined in this document are the general rules to follow when using Canada Drives brand assets and showcasing our content. It is important to keep our brand consistent as it helps people recognize our brand and protects our trademark. If there is something you cannot find in this guide, or when in doubt, please contact our brand team. Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 3

4 Table of Contents Logo 05 Clear Space and Minimum Size 07 Standard Logo Colours 08 Misuse 09 Logo Lockups 10 Logo Lockups Configuration 11 Logo Lockups Colours 13 Trademark 14 Colour Palette 16 Primary Colour Palette 17 Accent Colour Palette 18 Gradient 19 Typography 20 Brand Fonts 21 Visual Hierarchy 23 Photography 24 Product Imagery 27 Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 4

5 Logo Our logo is a powerful symbol of our brand and is the key to our identity, the primary and most important visual element that identifies us. It is essential that our logo is used correctly and consistently in all forms of communication. It should never be redrawn or modified. The logo should only be reproduced in the authorized colour palette. Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 5

6 Logo Using the Logo The Canada Drives logo is our most recognizable brand asset. It is used to represent our product and to promote our company s presence in the world. Logo Configuration The Canada Drives logo consists of three distinct elements: the wordmark, the road mark icon and the registered trademark symbol. All elements are precisely defined and balanced, and should not be modified. Proportions, placement of the elements and space between them should be maintained as well. Together, all elements form a mark that conveys our mission and should always be locked-up. Wordmark Icon Element Registered Trademark Refer to the Canada Drives Trademark Guide for proper use of our brand name and registered trademark symbol in copy. Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 6

7 Logo Clear Space It is very important to keep our logo mark clear of any other graphic elements or text. Whenever you use our logo, it should be surrounded with clear space to ensure its visibility and maximize impact. x x x To regulate this, an exclusive zone has been established around the logo that should be at least equal to the length of the top bar. x x Minimum Size There are no predetermined sizes for our logo. Scale should be determined by the available space, function and visibility. However, to ensure the logo maintains its visual impact, do not use the logo at a size smaller than 80px for digital use or 28mm for print use. Digital: 80px width Print: 28mm width Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 7

8 Logo Colours Canada Drives uses monochromatic versions of the logo. There are two versions available: the black version and the white version. The chosen colour should not interfere with the background, must be legible and maintain the integrity of its form. In the preferred use of the primary logo, the logo is Canada Drives black and is ideal for use when the background is white or light coloured. The white Canada Drives logo is best used over images and dark or coloured background. When placing over photos, ensure contrast by placing over dark areas or use negative space. Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 8

9 Logo Misuse Please respect our logo and ensure accurate and consistent use. Avoid any forms of logo abuse. Never alter, rotate, change proportions or attempt to recreate the Canada Drives logo. DO NOT use other colours DO NOT change the typeface or the font weight DO NOT apply a drop shadow DO NOT create outlines DO NOT add a gradient DO NOT add any elements DO NOT skew, rotate or stretch DO NOT place the logo in a box DO NOT rearrange elements DO NOT place on a busy background Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 9

10 Logo Lockups Logo lockups are formed by the combination of our logo and an entity name. They are the brand ambassadors and are immediately recognizable in different types of marketing materials. Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 10

11 Logo Lockups Logo Lockups Configuration Logo lockups consist of the Canada Drives logo and a service, media or entity name. All elements are precisely defined, balanced, and should not be modified. Canada Drives Logo Logo Lockup facts Entity Name Entity Name Typeface The typeface used for the entity name is Khula Regular with +10 tracking. The name is written in ALL CAPS. The font size depends on the x-height of the Canada Drives logo. facts news credit tips dealer services DO NOT change the font case facts DO NOT change the font weight FACTS Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 11

12 Logo Lockups Proportions As the entity name is always locked with the logo, the font size is defined by the x-height of the Canada Drives logo. The height of the entity name should be the same as the x-height of the Canada Drives logo. facts Space It is very important to have enough space between the logo and the entity name to maintain legibility, but too much space will separate elements and ruin the logo lockup. Use half of the length of the top bar for the space between the Canada Drives logo and the entity name. x 0.5x facts Minimum Size Minimum size ensures that the logo lockup remains legible in all applications. Please do not use a logo lockup that is smaller then our minimum approved size. Digital: 80px width Print: 28mm width Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 12

13 Logo Lockups Entity Name Colour The entity name should always appear lighter then the Canada Drives logo. The primary preferred usage for the entity name is 60% of the Canada Drives Black on bright background. For some marketing materials the Canada Drives accent colour may be used but it s very important to assure that it doesn t interfere with the background colour or with the colour of surrounding graphic and brand elements. If you need to use a logo lockup on a dark or coloured background use the logo lockup in white. DO NOT interchange colours DO NOT use other accent colours DO NOT use on a similar coloured background DO NOT use on a similar coloured background Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 13

14 Trademark Our name is our trademark and is a very important element of our brand identity. Please use it correctly and consistently while referring to our company or product in any form of oral or written communication. Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 14

15 Trademark Wordmark While using the Canada Drives name in a sentence you should always capitalize both the C and D. Do not make Canada Drives plural, use it as a verb, or abbreviate it. Since 2010 canada drives has been helping Canadians access financing. DO NOT use our name without capitalizing both the C and D Since 2010 Canada Drives has been helping Canadians access financing. 99 DO capitalize Canada Drives at all times Registered Trademark Like most things powerful, the registered trademark symbol speaks by itself and we are proud that our brand has been registered with the Intellectual Property Office. The registered trademark symbol is part of our logo and should never be omitted. When referring to Canada Drives in text, the symbol should appear the first time Canada Drives is mentioned in a document, webpage, or advertisement. At Canada Drives (R), we put people at the centre of everything we do. DO NOT modify the registered trademark symbol At Canada Drives, we put people at the centre of everything we do. 99 DO use the proper trademark symbol Trademark symbols are set as superscripts. No space is needed between the text and the symbol. Please use the symbol, not an alphabetic approximation such as (R). Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 15

16 Colour Palette Colours are an integral part of the visual identity and should be used consistently to help maintain recognition of our brand. True to our brand, our colour palette is neutral, inviting, and adaptable. The colours are specified in RGB (for web use, on screen presentations and pdfs), CMYK (for four colour printing) and Pantone (for single colour printing). Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 16

17 Colour Palette Canada Drives Black RGB 0, 0, 0, 0 HEX # CMYK 0, 0, 0, 100 Pantone Black C Black is used for our logo and as the main text colour. Canada Drives White RGB 255, 255, 255 HEX #FFFFFF CMYK 0, 0, 0, 0 White is used for our logo (reversed version) and as support for a clean background. Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 17

18 Colour Palette Canada Drives Blue RGB 7, 163, 238 HEX #07A3EE CMYK 71, 23, 0, 0 Pantone 2925 C Canada Drives Blue is our accent colour that has been meticulously chosen to work in harmony with our primary colour palette and to represent our brand. This is the colour of trust, honesty and loyalty. This colour exhibits an inner security and confidence. Our accent colour is used to draw attention to icons, vector graphics, links, and notifications. Headline Icons & Selection Notification Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 18

19 Colour Palette Canada Drives Gradient Canada Drives Gradient is a linear gradient that starts at the bottom and transitions to the top. The bottom colour stop: Canada Drives Blue RGB 7, 163, 238 HEX #07a3ee CMYK 71, 23, 0, 0 Pantone 2925 C The top colour stop: Canada Drives Light Blue RGB 95, 203, 253 HEX #5fcbfd CMYK 52, 2, 0, 0 Pantone 2985 C The Gradient is used for our primary Call to Action buttons. Button Call to Action Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 19

20 Typography The Canada Drives brand identity is clean and contemporary. Open Sans and Khula are our chosen typefaces approved for use in all forms of communication to represent the brand. Both typefaces are humanist sans serif with contemporary, neutral, friendly appearances, and excellent legibility characteristics. Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 20

21 Typography Open Sans Open Sans is a humanist sans serif typeface designed by Steve Matteson. It was optimized for print, web, and mobile interfaces, and has clean, uncomplicated, open forms. Download here. Open Sans is the primary Canada Drives typeface recommended for use for body copy in print and web, for paragraphs and quotes that need to be emphasized, for any important information, buttons and call to actions. Open Sans Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z # $ % ^ & * ( ) Open Sans Italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z # $ % ^ & * ( ) Open Sans Semibold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z # $ % ^ & * ( ) Open Sans Semibold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z # $ % ^ & * ( ) Open Sans Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z # $ % ^ & * ( ) Open Sans Bold Italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z # $ % ^ & * ( ) Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 21

22 Typography Khula Khula is modern and appealing typeface designed as a compliment to Open Sans by Erin McLaughlin. Download here. Khula Light A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z # $ % ^ & * ( ) Khula is used for headlines, titles, and subtitles. As a general rule, the preferred use of this typeface is Title Case. It should be considered as a display typeface. Khula Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z # $ % ^ & * ( ) Khula Semibold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z # $ % ^ & * ( ) Khula Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z # $ % ^ & * ( ) Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 22

23 Typography Visual Hierarchy All information should be communicated with clarity and can be achieved by differentiation in size and colour between headings, titles, quotes, paragraphs, notes, and other text. Here are the examples of the preferred font weights for use across different medias. To keep the communication noticeable and legible, the number of different font weights and point sizes should be kept to a minimum. Generally, 2-3 different type sizes and 2 font weights is sufficient. Main Title Secondary Title Quotes Text main copy Text emphasis Khula Semibold Khula Light Open Sans Light Italic Open Sans Regular Open Sans Semibold Text secondary information Open Sans Light Buttons Open Sans Semibold Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 23

24 Photography Images and photos reflect who we are and what we do. They add to the experience of our brand and provide an emotional connection with our customers. Photography should never be picked at random. Please do not mix different styles of photography or colour mode. Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 24

25 Photography Style Our photography style is welcoming, fresh, confident and natural. Selected photos should only be of ordinary, everyday people, should convey true lifestyles and be genuine. Our customers should be able to see themselves in the photos we use. Photos should not feel staged or posed. They must be professionally photographed and high resolution. Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 25

26 Photography Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 26

27 Product Imagery We have provided high-resolution images of our products and services to be used online or in print to showcase our brand. The use of the images must adhere to the guidelines outlined in the following pages. You may request permission to use Canada Drives imagery in press by contacting us at Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 27

28 Product Imagery Displaying Screenshots When showing the Canada Drives application it is preferable to show it within the context of a desktop or mobile device. Do not alter the interface assets in any way. Images should not be used larger than 100% in order to prevent distortion or pixelation. Please do not crop, rotate or skew any provided images. Download our application imagery here Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 28

29 Thank You We work hard to provide a customer centric experience and truly appreciate that you follow these guidelines to help us maintain the integrity of our brand. Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 29

30 Thank You If you have any questions please contact us at: Canada Drives Brand Identity Guide. Copyright All Rights Reserved. 30