Brand Standards Guide
TABLE OF CONTENTS Logo Guidelines...... 1 Logo and Safety Seal Rationale...... 2 Logo and Wordmark...... 3 Brand Colours......4 Brand Fonts... 6 Logo Space Requirements...... 7. Positioning with Other Logos...8 Minimum Size Restrictions...9 Unacceptable Usage...10 Logo Copyright and Terms of Use......12
LOGO GUIDELINES A logo is a visual representation of an organization s identity; its hallmark is instant recognition. As such, its value as an asset lies in its consistent usage to maintain a strong and enduring visual representation of a product or service. To help achieve consistency for the Alberta Workplace Safety (COR) identity, this document outlines basic usage and reproduction guidelines. The COR visual identity system must be followed when preparing all forms of visual material carrying the brand identity. This includes (but is not limited to) use both within and outside the organization, from fax cover sheets and news releases to promotional items, print and broadcast advertisements and web applications. The identity system ensures optimum visibility for the COR. The best way to keep the COR logo legible is to ensure it remains isolated from other elements. This is fundamental to the integrity of the brand s identity. Therefore, no additional design or type elements may be used in close proximity to the logo, including other logos or background designs. The size and space relationships of the various logo elements should not be altered or repositioned in any way. In very rare situations, variations to the treatment of the logo may be required. Any such variations must be approved by COR. Approved electronic versions of the logo are to be used in all instances to maintain consistent reproduction standards. These are available in a variety of formats from COR. Brands Standard Guide 1
LOGO AND SAFETY SEAL RATIONALE Safety Seal: The aim of the COR logo is to build visual equity in the letters COR. This is why the decision has been made to make it the most prominent portion of the logo. The phrase has been added to the logo to provide context on materials where the acronym s meaning may not be apparent. The letters in COR have been graphically connected to symbolize a shared commitment to workplace safety. The O has been slightly dropped to represent the unexpected aspects of day-to- day workplace hazards. The logo has been created in both a vertical and a horizontal format so that it maybe easily used in a variety of formats. The standard format for the logo is the horizontal arrangement; however, in cases where that is not possible, then it is acceptable to use the vertical arrangement. Two different greens were selected for the COR logo with the darker green comprising the majority of the logo s graphics. The reason for choosing these colours was to create a strong, serious and slightly utilitarian feel for the logo. The colours are meant to convey a no-nonsense, let s-get-down-to-business tone that will resonate with the target demographic. As well as the horizontal and vertical arrangement of the logo, a third option has been created to represent the COR brand. This third option includes the COR graphic wordmark arranged within a circular graphic that we will refer to as the COR Safety Seal. It is acceptable at times to use this seal instead of the standard vertical and horizontal versions of the logo. Some of the circumstances in which the seal might be used is situations like hard hat stickers, window decals, vehicle decals, etc. Brands Standard Guide 2
LOGO AND WORD MARK The COR logo The COR logo should not be altered, re-typeset or modified in any way. Any modifications must be approved in advance by COR. When writing the full name of the organization in body copy, please use upper case for COR and title case for. e.g. COR In situations where there is certainty that the reader will know what the organization is, it is acceptable to just use the acronym COR. e.g. COR Brands Standard Guide 3
BRAND COLOURS Colour is a powerful means of visual recognition and a strong component of any logo. The COR colours include Pantone 581 C (dark green) and Pantone 582 C (light green). Use this logo on white, off-white or light-coloured backgrounds. Use the colour logo whenever possible. Pantone colours Pantone colours (sometimes called spot colours) are specially-mixed colours used by professional printers in offset printing to achieve a perfect colour match every time. These are colours that cannot be reproduced 100% with standard cmyk printers. They are also utilized by professional sign makers, and for screen printing on promotional materials such as t-shirts, coffee mugs etc. Pantone 581 C Pantone 582 C CMYK colours CMYK colours are used when printing from a standard digital copier and combine of cyan, magenta, yellow and black. RGB colours RGB colours are used in digital formats like web, video and television and combine red, green and blue. C 26 M 21 Y 100 K 68 C 22 M 9 Y 100 K 39 R 91 G 86 B 23 R 135 G 136 B 23 Brands Standard Guide 4
BRAND COLOURS Grey-scale colours The breakdown of the grey-scale version of the logo are as follows from darkest to lightest: K 80 K 50 Black logo When using this logo, both the dark and light greens become black. K 100 When using this logo, both the dark and light greens become white while the inner area of the wordmark COR becomes transparent allowing the background colour to come through. K 0 Brands Standard Guide 5
BRAND FONTS In order to maintain consistency for all print materials, it is important to use a distinctive typographic style that complements the COR brand. The typeface family to be used by graphic design professionals is Gotham. Various weights are displayed below. Avoid using substitutions unless these typefaces are unavailable. Use of any other typefaces must be approved in advance by COR. Gotham Font Family: Gotham Light Size shown 16 pt. Used for body copy. Gotham Book Size shown 16 pt. Used for body copy. Gotham Medium Size shown 16 pt. Used for highlighting words in body copy and headlines. Gotham Bold Size shown 16 pt. Used for Headlines. abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()? fi/fl-:;., abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()? fi /fl -:;., abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()? fi/fl-:;., abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()? fi/fl-:;., Brands Standard Guide 6
LOGO SPACE REQUIREMENTS To ensure proper legibility and enhance impact, a minimum clear space must always surround the logo. All other imagery, words or graphics must be placed outside the clear space. The minimum clear space is based upon space between the cap height of the C and the base line of the bottom of the O. Minimum clear space examples: Brands Standard Guide 7.
POSITIONING WITH OTHER LOGOS Spacing when used in conjunction with another logo. The space between the COR logo and any other logo that is placed near it is based upon space between the cap height of the C and the base line of the bottom of the O. Examples below: A C S A A thin keyline maybe placed between logos to graphically separate these elements. A C S A The same spacing rules applies when logos are stacked vertically. A C S A Brands Standard Guide NOTE: The same rules apply to all variations of the COR logo and Safety Seal. 8
MINIMUM SIZE RESTRICTIONS Minimum approved size for reproduction The minimum size of the COR logo is determined based upon legibility of the part of the logo. Horizontal logo minimum 1.5 inches across. Vertical logo minimum.7.5 inch high. Seal logo minimum 1 inch high. Brands Standard Guide 9
UNACCEPTABLE USAGE Certificate of DO NOT use unauthorized colours. Workplace Safety of DO NOT compress the logo to fit a given space. Certificate of DO NOT place the logo in an outline box Certificate C e r t ificate of o f Wor kplace Safety C e r t ificate o f DO NOT distort the logo. Wor kplace Safety C e r t ificate o f DO NOT alter letter spacing Wor kplace Safety Wor kplace Safety C e r t ificate o f DO NOT outline logo with a stroke. DO NOT substitute fonts. Brands Standard Guide NOTE: The same rules apply to all variations of the COR logo and Safety Seal. 10
UNACCEPTABLE USAGE Workplace Safety Workplace Workplace Safety Safety DO NOT alter the Workplace graphics electronically or create derivative Safetyworks. DO NOT change element positioning. Workplace Safety of Certificate of DO NOT resize elements. Congratulations foreman of the month. Congratulations foreman of the month. Congratulations foreman of DO NOT use the logo the month. within a sentence. The logo MUST BE at an adequate resolution to maintain reproduction quality. The logo can ONLY BE used in the horizontal position. Any other orientation is not permitted. The logo MUST NEVER be screened, appear as a gradient blend or be used as a watermark. DO NOT use the logo on a textured or screened background. Brands Standard Guide NOTE: The same rules apply to all variations of the COR logo and Safety Seal. 11
LOGO COPYRIGHT AND TERMS OF USE The graphics are owned by with all rights reserved except those expressly given under this license. The images are protected by Canadian copyright law, trademark law and international treaties. In no event will COR be liable for any claims, costs, losses or damages incurred by using the graphics. Copying the images and the material in whole or in part, except according to the terms and conditions of this copyright, is forbidden without prior written permission from All correspondence regarding terms of use to be directed to? Brands Standard Guide 12