BRANDING GUIDELINES
Table of Contents Our Logo Overview 3 Typography 7 Logo Usage 4 Safety Area 4 Sizing 4 Improper Usage 5 Do s & Dont s 5 Applications 8 Signage & Apparel 8 Contact Information 9 Brand Colour 6 Corporate Colours 6 Colour Options 6 2
Our Logo Overview The creation of our logo was done with careful and deliberate consideration to leverage the history of the brands while shaping our future. Our goal was to create a logo that tells the story of two companies joining together, resulting in a fresh new identity built upon the Albion Farms and Fisheries TM commitment to taste, quality, service and sustainability. Our focus was to communicate our corporate values through a professional and identifiable logo. The stylized wave icon is a symbol of Intercity and Albion combining to offer a closer working relationship and additional value and convenience. The green fields symbolize the meat processing of Intercity and farming; the blue wave represents Albion, seafood, fisheries, oceans or other bodies of water. Joining the land and sea, meat and seafood together is the embodiment of the Centre of the Plate offerings of Albion Farms and Fisheries TM. The font used in the logo is Trajan Pro, considered a powerful and professional font. The upper case letters in the word Albion reflect strength, leadership and trust. The words Farms and Fisheries featured in Gotham font communicate the overall tone of commitment and integrity. The linear structure of the letters captures the experience and reliability of the Albion name while the soft curves of the wave icon balance the logo with warmth and friendliness. The dominant colour of blue has been maintained to respect the heritage of the Albion name, while the secondary green colour honours the continuing legacy of Intercity. These colours were used to communicate our evolving journey and our steadfast commitment to sustainability. The logo is scalable, so it will still be recognizable large or very small. The logo also defaults to black without losing its definition and it is reproducible in many formats including business cards, sales sheets, trucks, boxes, uniforms, or promotional items. Additionally, the new logo will reproduce well in all forms of traditional and digital media. Our new logo is a respectful representation of the history of our founding companies, and we look forward to having our new logo serve Albion Farms and Fisheries TM for many years to come. Our Logo Overview 3
Logo Usage Safety Area The logo should occupy its own space. Always maintain a generous safe area equal to the height of the A symbol used in the logo. Note the clearly defined space around the logo in the example. Sizing Follow the guidelines below when sizing the logo. A consistent size helps maintains the brand integrity. The medium application size for the logo is 2.5 inches, measured horizontally end to end. The minimum application size for the logo is 1.5 inches, measured horizontally end to end. Use this size for collateral requiring a small imprint such as business cards and small advertising. The large application size for the is 4 inches, measured horizontally end to end. Use this for large ads and print collateral. 1" minimum 1.5" medium 2" large Safety Area & Sizing 4
Improper Usage Do s & Dont s Do not modify the logo in any way whatsoever. Below are examples of what NOT to do when using the logo. CORRECT LOGO DO NOT scale the logo disproportionately. DO NOT alter the size relationship between the elements. DO NOT distort the logo. DO NOT change the colour of the logo. Except for approved variations. DO NOT place the logo on a busy or complicated background. Improper Usage Do s & Dont s Safety Area & Sizing 5
Br and Colour Corporate Colours Blue Green Spot Colour PMS 534 C RGB 41, 52, 116 Spot Colour PMS 348 C RGB 0, 131, 74 CMYK 100, 93, 24, 11 HEX #2a3373 CMYK 88, 24, 92, 11 HEX #04834a Colour Options The logo comes in six colour models. Each one has specific use suggestions. CMYK Version Ideal for Print applications utilizing the CMYK process printing method. RGB Ideal for online and digital applications. Spot Colours Ideal for Print applications utilizing the Pantone printing method. One Colour Ideal for Print applications where colours or greys will not reproduce effectively. Gray Scale Ideal for Print applications where colours are not available or will not reproduce effectively. Knock Out Ideal for Print applications where the logo will be printed on a dark background. Brand Colour Corporate Colours & Colour Options 6
Typography The brand consists of two font families: Trajan Pro and Gotham. In all marketing materials use the Trajan Pro font family in headers and use the Gotham font family in the body copy where applicable. When using the logo for print materials (brochures, flyers, etc.) use an approved vector file. For digital applications, use an image file ie. jpg, png, etc. Trajan Pro Regular Gotham Light Trajan Pro Bold Gotham Medium Gotham Bold Typography 7
Applications Signage Backlit Signs/Large Format Signs For large signage, please place the logo on a white background where possible. The logo must fit proportionally within the sign and must allow a safe area indicated on page 4. Apparel Use an approved vector file for embroidery or silk screen uses. Applications Signage & Apparel 8
Contact Information albion.ca 1900 No. 6 Road Richmond, BC V6V 1W3 Telephone 604 295 2010 Fax 604 295 2039 All the branding guidelines are available for download online. Use the URL below to visit the online branding guidelines and download the logo files. www.albion.ca/branding-guidelines June 8, 2016 Contact Information 9