Canadian Aquatic Invasive Species Network Graphic Standards Manual Effective January 2007 This Graphic Standards Manual covers the graphic identity guidelines for the Canadian Aquatic Invasive Species Network (CAISN). For further guidelines on how to apply the identity in specific communications materials, please contact Network Communications at 519.253.3000 x3755 or at caisn@uwindsor.ca.
Contents Introduction 3 The CAISN Brand Identity 4 Logo Applications 5 Official Logo Use 6 CAISN Colours Primary 7 CAISN Colours Secondary 8 CAISN Typography 9 CAISN Communication Materials 10 Business Cards 11 Introduction Building a Consistent Brand Image An organization s name, logo, and reputation are often referred to as a brand and building a consistent brand image is a key strategic, competitive communication tool. To that end, this Manual has been designed to help apply the CAISN brand correctly and consistently across all media.
The CAISN Brand Identity Opening a Dialogue This is the our signature; it is made up of a ring of stylized zebra mussels, our acronym CAISN and the words Canadian Aquatic Invasive Species Network stacked next to it. Any mention of the word logo in the Manual refers to this. The ring formation represents government agencies, university-based scientists, industry and other organizations coming together to develop solid strategies to predict and prevent Aquatic Invasive Species (AIS) from harming Canada s ecosystems. The zebra mussel is a recognizable icon when speaking of AIS. The logo design was developed to convey a fresh, clean appearance that is professional and timeless. 3
Logo Applications Acceptable Logo Versions To maintain consistency across all areas of communication the logo has been developed for a variety of applications. Whenever possible, use the full-colour CAISN logo placed on a light or dark background. It is sometimes necessary (for laser print or newsprint, for example) to print in one-colour. Here are the accepted one-colour applications: Black against a light background White against a dark background CAISN blue (PMS 2905C/U) against a contrasting background It is not recommended to place the CAISN logo on coloured, patterned or textured backgrounds. All logos are available on the member s only website within www.uwindsor.ca/caisn. When in doubt, contact CAISN Network Communications at 519.253.3000 x3755 or at caisn@uwindsor.ca. 4
O icial Logo Use Fig 1: Primary Logo Fig 2: Secondary Logo Fig 3: Minimum Clear Area Fig 4: Examples of Improper Use Size, Clear Area and Other Rules for Logo Use The primary logo should appear no smaller than 3" wide (Fig 1). There is no maximum size for the logo application. The secondary logo has a simplified version of the mussel graphic and refined logotype (Fig 2). This logo must be used when it will be reproduced between 11/2" and 3" wide. It is not recommended to reproduce the logo any smaller than 11/2" wide. The minimum clear area is illustrated above (Fig 3). When possible, keep a larger clear area, which will give the logo prominence. The white text in the illustration shows how the minimum clear area was calculated. Keep the clear area to each side of the CAISN logo equal to, or greater than, the size of the text block. In addition: The logo should always be reproduced from electronic file formats (not reproduced from a scan) The logo should not be combined with other logos or graphic elements Do not alter the logo in any way, including proportion or scale Do not use the mussel graphic or the text on its own, or as a screen behind text 5
CAISN Colours Primary Orange Blue Black 151 151 (C/U) Magenta 48% Yellow 95% Black 0% 2905 (C/U) Cyan 41% Magenta 2% Yellow 0% Black 0% Black Magenta 0% Yellow 0% Black 100% Black 2905 Red 248 Green 152 Blue 40 Red 139 Green 210 Blue 244 Red 0 Green 0 Blue 0 F89828 8BD2F4 000000 Orange, Blue and Black For consistent full-colour reproduction of the logo, use (PMS)* colours: PMS 151 (Orange) and PMS 2905 (Blue) and Black. *PMS = PANTONE MATCHING SYSTEM Colours apply for both coated and un-coated papers (C/U). Four-colour process involves printing four inks: Cyan (C), Magenta (M), Yellow (Y), and Black (K) mixed in different percentages (as above) to represent the colour. On-screen applications use three colours: Red (R), Green (G), and Blue (B). All colours are made from combining up to 255 values each of red, green and blue. colours are drawn from a palette of 256 colours (hex code). 6
CAISN Colours Secondary 142 (C/U) 173 (C/U) 3255 (C/U) 647 (C/U) 441 (C/U) Cool Grey 6 (C/U) Magenta 28% Yellow 76% Black 0% Magenta 69% Yellow 100% Black 4% Cyan 49% Magenta 0% Yellow 28% Black 0% Cyan 100% Magenta 56% Yellow 0% Black 23% Cyan 6% Magenta 0% Yellow 7% Black 9% Magenta 0% Yellow 0% Black 31% Red 237 Green 189 Blue 94 Red 206 Green 108 Blue 43 Red 153 Green 204 Blue 194 Red 27 Green 86 Blue 145 Red 219 Green 225 Blue 218 Red 173 Green 173 Blue 174 E5AE55 C46224 8ABFB2 224B7E D7DDD4 ADADAE Rich Hues & Muted Tones Secondary colours are used as accents and background colours for building various collateral materials and are designed to support the brand identity. The colours chosen complement the three primary colours. Consistent use of primary and secondary colours will ensure a cohesive and harmonious look of the CAISN brand across all relevant media. 7
CAISN Typography: Chalet Chalet Paris Nineteen Sixty Chalet Paris Nineteen Seventy Chalet Paris Nineteen Eighty Chalet London Nineteen Sixty Chalet London Nineteen Seventy Chalet London Nineteen Eighty Chalet New York Nineteen Sixty Chalet New York Nineteen Seventy Chalet New York Nineteen Eighty Chalet Tokyo Chalet Comprimé Milan Sixty Chalet Book Regular Chalet Comprimé Milan Seventy Chalet Book Italic Chalet Comprimé Milan Eighty Chalet Book Bold Chalet Comprimé Cologne Sixty Chalet Book Bold Italic Chalet Comprimé Cologne Seventy Chalet Comprimé Cologne Eighty Chalet Comprimé Hong Kong Sixty Chalet Comprimé Hong Kong Seventy Chalet Comprimé Hong Kong Eighty Chalet Comprimé Los Angeles Reinforcing Our Personality House Industries Chalet, Chalet Comprimé and Chalet Book are the official typefaces of CAISN. The fonts of this type family have a high degree of legibility, are strong in character, and simple in appearance. These typefaces are licensed to the CAISN Network Communications department. Chalet New York Nineteen Eighty is recommended for use on titles and headings, Chalet Book Bold for charts and Chalet Book Regular for body copy. Arial and Arial Black can be used in place of the Chalet font family. For regular correspondence use 11 pt Arial with 15 pt leading (spacing). Bold weights are suitable for titles and/or primary information only. 8
CAISN Communication Materials Maintaining Standards for Correspondence All CAISN correspondence originating from the administrative office should have a professional tone and consistency in formatting and should be printed on standard CAISN letterhead. Written Correspondence Templates have been set up to these specifications: Margins are set at 11/4" from the left and bottom, 1" from the right, and 21/2" from the top of the page Chalet Book Regular, 11 pt type size on 15 pt leading (line spacing) Bold and italic fonts are to be used for emphasis (avoid underlining and all-caps) Type should be left justified Use an extra line of space between paragraphs rather than indenting There is an electronic version of the letterhead that should be used only when hard-copy letterhead is not suitable (when only emailing the correspondence, for example). There is a PowerPoint template available. There are detailed templates for all other communications materials. Contact CAISN Network Communications at 519.253.3000 x3755 or at caisn@uwindsor.ca if you require templates, logos, or additional information. 9