CMA VISUAL IDENTITY GUIDE. January 2018

Transcription

1 CMA VISUAL IDENTITY GUIDE January 2018

2 CMA Visual Identity Guide Logo overview The CMA logo is composed of the French and English wordmarks and the CMA icon (note: the logo is always bilingual, even in unilingual applications). It is a specifically drawn original piece of artwork that must never be altered, re-drawn or reconfigured in any way; nor should the logo be placed on busy, distracting backgrounds. Modifications or alterations in any way will undermine its effectiveness. The CMA has a CMA Style Guide, a comprehensive document that details our editorial style and conventions. It establishes a cohesive approach and consistent voice for the CMA s materials. Key to our brand, everyone should consult this document to ensure a unified voice in our written style. The following elements of our visual identity are the graphic expression of our unified voice. CMA logo versions 4-colour process or PMS 2758 White on solid PMS 2758 (or 4-colour process equivalent) Wordmark (French) Icon Wordmark (English) Black White on solid black 2

3 Visual identity Guide CMA Clear space Clear space should always surround the logo so that other elements never collide with or detract from it. The minimum clear space is equal the distance from one baseline of text to another in the wordmark. The clear space guidelines outlined here apply to all logo versions. Specialty items The CMA develops specialty items in a wide range of formats. As a rule, the visual identity is to be applied on materials where images are used to convey or enhance your message. MINIMuM CLEAr SpACE The area indicated by grey shading the clear zone must be kept free of any graphics or text. This area should also act as minimum clear space between the edge of the paper / screen. Minimum size guidelines The height of this box defines the minimum clear space Respect for the minimum size as outlined below ensures that the logo remains legible when reproduced in print or on screen. The minimum size guidelines outlined here apply to all logo versions. for Print APPliCAtionS The logo must not be reproduced smaller than the specified minimum size indicated below: for digital APPliCAtionS For digital applications such as websites, e-newsletters or PowerPoint presentations, the minimum size is as indicated below: Very small items should use toplevel assets, like the CMA logo and website address, rather than attempt to implement the complete identity. Some materials like pins and pens may not be large enough to accommodate the CMA logo at its recommended minimum size, in which case an alternative application of the logo may be considered. Please contact the Manager, Publishing Services to discuss acceptable alternatives. For approvals, information, design advice or requests for exceptions, please contact: rod Zylstra lead, Brand & Creative Services rod.zylstra@cma.ca MINIMuM SIzE FOr print AppLICATIONS: 1.5 Wide MINIMuM SIzE FOr DIgITAL AppLICATIONS: 110 px Wide 3

4 CMA Visual identity Guide Correct logo use Using the logo on CMA subsidiaries, divisions, affiliates and partners materials As a general rule, logos should be in equal proportion with the CMA logo. Users should respect the CMA logo standards outlined above in terms of using only the approved bilingual logo in the correct colour and respecting its minimum size and safe zone guidelines. Whenever the CMA logo is used, approval is required. Typically the project initiator s logo will appear first. The preferred location of the CMA logo on subsidiary materials is on the front cover of publications and other materials. Whenever possible, it should be placed in the locations specified in the above section for programs. As subsidiaries establish or update their own graphic standards, we encourage them to maintain close tieins with the CMA s visual identity. In particular, we endorse the use of the CMA s corporate blue colour, fonts and image guidelines. 4

5 Visual Identity Guide CMA Colour palette The official CMA colours are listed below in various formats. For digital and online applications, the appropriate conversions to RGB and Hexadecimal Code as outlined below should be used. Secondary colours When producing corporate materials in colour, secondary colours play a big role in bringing the brand to life. The secondary colour palette was chosen to complement the primary corporate blue. It is cheerful and approachable, yet sophisticated. Secondary colours can be chosen to either complement an image or certain subject matter (for example, green would be appropriate for an enviromental theme), or to indicate categories. It is not acceptable to expand the secondary palette beyond those specified below. The primary corporate blue (PMS 2758) may not neccessarily be the dominant colour on a collateral piece CMYK Pantone Coated Pantone uncoated RGB Hexadecimal Primary Colour Corporate Blue PMS 2758 C PMS 2758 U A81 secondary CMA Colour Palette Light Blue PMS 292 C PMS 292 U BDE8 Green PMS 382 C PMS 382 U C1D82F Yellow PMS 130 C PMS 130 U FDB913 5

6 CMA Visual Identity Guide typeface The corporate typeface for advertising and marketing material of the CMA is Bliss, and it should be used in all communications vehicles. Sample of Bliss Bliss light Bliss Light Italic Bliss Regular Bliss Italic Bliss Medium Bliss Medium Italic Bliss Bold Bliss Bold Italic Bliss Heavy Bliss Heavy Italic typeface substitutions In digitial applications such as PowerPoint, Word and online (HTMl), Arial font should be used. 6

7 Questions? Please contact: Lead, Brand & Creative Services