Brand Book
Contents Introduction Purpose of This Guide 3 Target Audiences 4 Brand Personality 5 Subset Logomark International Education Subset Identifier 6 Master Logomarks 7 Clearance 8 Legibility 9 Incorrect Uses 10 Typography 11 Colour 13 Brand Support Elements Icons 14 Infographics 15 Photo Use 16 Four-Season Dot Pattern 17 Stationery Letterhead 18 Business Cards 20 Glossary 21
Introduction Purpose of This Guide This publication provides a set of guidelines for redesigning and creating new collateral material for Red River College s international recruitment efforts. The brand will work to firmly establish Red River College International Education as a desirable and diverse institution for global partners including students, agents and institutions. The International Education brand complements Red River College branding as a sub-brand. 3
Introduction Our Target Audiences There are four distinct audiences the Red River College International Education brand will aim to target in its recruitment efforts: 1 2 STUDENTS International recruits who require a study visa or visitor visa to come to Canada for post-secondary education. These students choose to come to Red River College because of the quality of the education, co-op opportunities, work placement focus, referrals for jobs and employability upon graduation. They choose RRC over other Canadian institutions because of the lower price of education, affordable living and, most of all, because Manitoba is a gateway for immigration to Canada through the Manitoba Provincial Nominee Program. AGENTS Agents recruit international students for various institutions on a commission basis. At RRC, they are paid 15% of the first-year fees paid by international students in their programs of choice. They work with many other institutions, but send students to the College based on specific requests from students who want to study at RRC. 3 4 INSTITUTIONAL PARTNERS An education partner collaborates with RRC in various ways: student recruitment, research, student/instructor exchange programs, joint programs, articulations, etc. They want to share knowledge, provide mobility options for students and cultivate better programs together. Relationships are built and maintained to ensure successful results, establish trust and develop beneficial agreements for all parties. CORPORATE PARTNERS Corporations are interested in collaborating with post-secondary institutions to expand and contribute research resources. For example, Aerospace Manufacturing was collaboratively developed by Boeing Canada, Bristol Aerospace, and Red River College. 4
Brand Personality We offer a safe, friendly, affordable and trendy place to study and experience life in a different part of the world. Red River College International Education is positive, engaging, caring and memorable. We experience all four seasons in Manitoba, and students also experience a well-rounded and balanced education and life experience. The International Education brand is bright and highlights the colours of our four distinct seasons. 5
Subset Logomark International Education Subset Identifier International Education does not have a logo of its own. As a sub-brand, we have combined the Red River College logomark with International Education set in the same typeface as the logo and divided by a line. The subset type respects the same small and large capitals style as the RRC logo and is set in a slightly smaller size to reflect its position as secondary to the official logo. Spacing, size and graphic elements can be seen below and must retain the exact same proportions. Using the logomark in a consistent manner across all applications helps to both establish and reinforce recognition of the Red River College brand. Main identifier Spacing Graphic Subset identifier 6
Subset Logomark Master Logomarks The Red River College International Education subset logomark is available in centered, extreme horizontal and horizontal versions. In an effort to avoid conflict with the International Education colour palette, the use of either the black or reversed versions of the logo are preferred. In most cases, the horizontal version of the logomark should be used. The extreme horizontal version should only be used if vertical space is extremely limited. Each version is available in the following formats: colour, black and reversed. Centered Black Colour Reversed Extreme Horizontal Black Colour Reversed Horizontal Black Colour Reversed 7
Subset Logomark Clearance In order to maximize visibility and recognition, the Red River College International Education subset logomark should have a minimum amount of clearance around it. This keeps the subset free of clutter and unnecessary graphic elements that could hinder recognition and/or readability. The example below provides a visual depiction of the required clearance space. = Safe clearance area 8
Subset Logomark Legibility Always take care to ensure the logo is legible against its background at all times. The following examples illustrate improper and proper applications of the logo. Improper Proper NEVER place the positive version of the logomark over a dark background. NEVER place the logomark over a distracting pattern that might obscure legibility. NEVER place the reversed logomark over a light background. NEVER place the logomark over a busy or distracting photo background. 9
Subset Logomark Incorrect Uses No variation of the Red River College International Education logomark other than those outlined on pages 6 7 should ever be used. The examples below provide a visual reference of some common misuses to avoid. NEVER skew any part of the logomark either vertically or horizontally. NEVER add a drop shadow to the logomark. NEVER alter the proportions of any elements in the logomark. INTERNATIONAL EDUCATION NEVER stretch the logomark either horizontally or vertically. NEVER change the typeface on any part of the logomark. NEVER add a bevel or emboss effect to the logomark. NEVER tilt the logomark on an angle. NEVER screen the colours of the logomark or apply a transparency effect. NEVER apply the logo typography without being used in conjunction with the RRC icon. 10
Typography Primary Typefaces: External Communication Consistent typography is integral to the success of the brand. The main typeface used for the brand is Interstate, which was chosen from the approved typefaces as outlined in the Red River College Brand Book. While the Interstate typeface contains many different weights, its use should be limited to the following versions. INTERSTATE LIGHT Use for body copy, headlines and primary display type. This should be the dominant font throughout the brand. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,./@#$&!?<>()[]{} INTERSTATE REGULAR Use for subheads, intro copy and points of emphasis. ABCDEFGHIJKLMNOPQRSTU- VWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,./@#$&!?<>()[]{} INTERSTATE BOLD Used for subheads and headlines in specific instances. ABCDEFGHIJKLMNOPQRSTU VWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,./@#$&!?<>()[]{} INTERSTATE LIGHT CONDENSED Used for sidebars, fine print and financial figures. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,./@#$&!?<>()[]{} INTERSTATE REGULAR CONDENSED Used for sidebar, fine print and financial figure headers. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,./@#$&!?<>()[]{} 11
Typography Typographic Hierarchy In order to properly organize information and produce clear communication materials, it is important to use the approved typefaces in an appropriate manner. Headlines: Use Interstate Light, Title Case, with tracking set to 10. Extra care with kerning is usually needed for this style. Leading should be consistent with point size in most cases. Interstate Black may also be used where more emphasis is needed. Subheadings: Use Interstate Regular, with tracking set to 10. Subheadings should be 1/3 to 1/4 the size of the headline. If a second subheading style is required, Interstate Bold, UPPER CASE, with tracking set to 25 can be used. The secondary subheading should be similar in size to the body copy (see below). Body copy: Use Interstate Light, between 9 10.5 pt. size, with tracking set to 10. Interstate Bold may also be used in cases where more emphasis is needed. Interstate Light Condensed should be used for any fine print or legal writing. Illor Alia Porem Corrum Qui dolorest quos ea vit Repudit, sandae dolorep tatur? Te conseque eossinum sitem quature, necessit alitemporem apiendae nobis magniet voleces tectur aliqui nitaturescia se debit peria quia conet, nonsectatur? COMNIHI LIGNIHI LIGNATI Istiore peris aut est, te sedit volut qui quianda esequi omnis ut dolorerum reratio reseque quam, sum et et as earuntio te nobis as eum la delestrum exped quis est reicid ma niendandent quibus atur, cullore heniam hictem laborro ipsa dolupta eium estios dicit odignistrum lacepel estrunt, nes aut labo. Mus nobissit eaque sum aut pratetur? LIQUI QUAECTURI QUAM QUI Aut rem voluptas quiducillese placcum voloressit aut dendaepudae nus. Headline Subheading Body Copy Subheading 2 12
Colour The brand colours were chosen from the palette of approved colours as outlined in the Red River College Brand Book. The International Education palette is inspired by the colours found in nature during Manitoba s four distinct seasons. Winter Spring Summer Fall Frozen Turkey Dark HEX: # 5F91A0 RGB: 95 145 160 CMYK: 67 33 32 0 Vertea Dark HEX: # 639E6C RGB: 99 158 108 CMYK: 65 19 72 2 Yell Oh HEX: # EBD119 RGB: 235 209 25 CMYK: 10 12 100 0 Orangi Dark HEX: # BE4026 RGB: 190 64 38 CMYK: 18 88 100 8 Frozen Turkey Light HEX: # CBE7F9 RGB: 203 231 249 CMYK: 18 2 0 0 Vertea Light HEX: # A1D183 RGB: 161 209 131 CMYK: 40 0 64 Yell Oh Light HEX: # ECE6AA RGB: 236 230 170 CMYK: 8 4 40 0 Orangi HEX: # F26130 RGB: 242 97 48 CMYK: 0 77 91 0 13
Brand Support Elements Icons Consistent iconography is integral to a successful visual presentation. All icons for the Red River College International Education brand should be custom-designed and should not employ the use of generic, stock icons. Icons are designed with a single-weight line, and each icon should feature a circle somewhere within the design. SEASON-SPECIFIC ICONS GENERAL USE ICONS 14
Brand Support Elements Infographics Also integral to a consistent brand is the visual presentation of pertinent data and statistics. These graphics should prioritize the clear communication of information, while still being visually appealing. Like other brand elements, infographics should employ the use of flat, colourful graphics, ideally punctuated by a circle or rounded corner/end. 100 100 UNIT OF MEASUREMENT 80 60 40 20 0 2013 2014 2015 2016 2017 UNIT OF MEASUREMENT 80 60 40 20 0 2013 2014 2015 2016 2017 NULLAM FEUGIAT INTERDUM PURUS EU BIBENDUMS FERMENT UM ELEMENTUM 67% 53% 76% 36% 15
Brand Support Elements Photo Use Imagery should be candid and attempt to convey the feeling of day-to-day life at Red River College. Images can be presented as either full-colour, or as monotones multiplied over a field of colour. Large, feature or cover images should generally be presented in full-colour, with monotones reserved for interior or smaller images. STYLE/SETTINGS When shooting individuals, one-on-one interactions or small groups, use shallow depth of field to focus on interactions and convey intimacy. When possible, try to achieve clean, open and soft background spaces, which accommodate messaging/typography and can be used in ads and marketing materials. Use deep focus for larger group and environmental shots where necessary. ALCOHOL Not suitable for some markets (predominantly Muslim countries) and should not appear in video or photography (i.e., Hospitality students using a bottle of wine to cook). DIVERSITY Students want to come to a school that has a diverse population so they can truly experience a different culture. Ensure photography and videography showcase the diversity of the student population, and don t use Asian-centric imagery for Asian countries. PHYSICALITY IN PHOTOS Ensure those of opposite sex are not too close in proximity to one another in videography and photography (predominantly Muslim countries). Example of open copy space for lettering Capture a respectful environment to ensure global communities are not offended. 16
Brand Support Elements Four-Season Dot Pattern A four-dot pattern has been developed as a graphic element that can be deployed across any media, and applied using different techniques and styles. The spacing and order of the dots should be kept consistent, but the graphic can be cropped as needed. PROPORTIONS The spacing of the four dots should always remain consistent, as follows: IN USE The four-dot pattern can float on a field of colour, on top of a colour or halftone image, or tightly cropped as a large graphic element: 3/4 X X 3/4 X 3/4 X 17
Stationery Letterhead 8.5" The letterhead has been designed to facilitate a large amount of writing space, ample margins and consistent alignment, while introducing brand elements where appropriate. Date Recipient Name Recipient Address City, Province/State Postal Code Dear Recipient Name, Boratemo lutecture parchitis autem eum vendele sequamenis aditatusam as ese qui diosand ebitaquo cora dolestem. Ut evellup taturer atiumquis am, cuptam, cusa seque imporum quisti volut officimuscim escil miligenis et earitium, con plandigendus atus. Alitibus modis sequaspere, ea quiscidis ditatqu iduscia nulluptata explabore magnimusam fugit int, que veritatum apero quat. Roriandem quistia vel im hit aut at laci sequam sitias ex eicitam, et rem asitatur? Qui optio. Sustemquam dolupta nos mi, tem imincipictem faccae sandige nihiliquos eaqui dollab ium escipsus eaque volestiumet, quis saperum, asped qui rent ut ad ut vendio. Rum quis denis qui audipsantio eos magnamus quistrum faceatem volendenim sum, sundam, quasinctus ex est, vel moluptatus si cuptur rata ad molecabo. Itatet quae et, corporior accum desciduciet lam eiunt qui deribus dolupti busamusam, tem quatem harchil iquassu ntibus aut ea il inus exped quiaepe rumquam conseque autectibus doluptae. Itam sin nemporem repelesequam reperi blantur? Quiaectenis ulpa sintio et vident anderum sunt et que et adis ut occum nusciuntiam, ut autem laut quatur simpe nitia dolor reicimi, sediatem qui dit, tem eaquia conestius sint il maximai orrovid molupta quid qui sam, sus doloria turioritae. Nequia voluptatium et quatquo im ides ex et magni omni ut qui reperunt aborro berumqui re voloreh enectemquis dolumenis as et ad qui in rat. 11" Thank you. Yours Sincerely, SenderName Sender Title D210-2055 Notre Dame Avenue Winnipeg, Manitoba, Canada R3H 0J9 T 204.632.2143 F 204.632.5269 E intled@rrc.ca / RRCinternational 18
Stationery Letterhead Formatting 1.75" The following format should be adhered to when formatting a letter for the Red River College International Education brand. Copy should be no larger than 10.5 pt, be single-spaced, and be set in a sans serif typeface (ideally Interstate Light). 0.5" 1.75" Date Recipient Name Recipient Address City, Province/State Postal Code Dear Recipient Name, Boratemo lutecture parchitis autem eum vendele sequamenis aditatusam as ese qui diosand ebitaquo cora dolestem. Ut evellup taturer atiumquis am, cuptam, cusa seque imporum quisti volut officimuscim escil miligenis et earitium, con plandigendus atus. Alitibus modis sequaspere, ea quiscidis ditatqu iduscia nulluptata explabore magnimusam fugit int, que veritatum apero quat. Roriandem quistia vel im hit aut at laci sequam sitias ex eicitam, et rem asitatur? Qui optio. Sustemquam dolupta nos mi, tem imincipictem faccae sandige nihiliquos eaqui dollab ium escipsus eaque volestiumet, quis saperum, asped qui rent ut ad ut vendio. Rum quis denis qui audipsantio eos magnamus quistrum faceatem volendenim sum, sundam, quasinctus ex est, vel moluptatus si cuptur rata ad molecabo. Itatet quae et, corporior accum desciduciet lam eiunt qui deribus dolupti busamusam, tem quatem harchil iquassu ntibus aut ea il inus exped quiaepe rumquam conseque autectibus doluptae. Itam sin nemporem repelesequam reperi blantur? Quiaectenis ulpa sintio et vident anderum sunt et que et adis ut occum nusciuntiam, ut autem laut quatur simpe nitia dolor reicimi, sediatem qui dit, tem eaquia conestius sint il maximai orrovid molupta quid qui sam, sus doloria turioritae. Nequia voluptatium et quatquo im ides ex et magni omni ut qui reperunt aborro berumqui re voloreh enectemquis dolumenis as et ad qui in rat. Thank you. Yours Sincerely, SenderName Sender Title D210-2055 Notre Dame Avenue Winnipeg, Manitoba, Canada R3H 0J9 T 204.632.2143 F 204.632.5269 E intled@rrc.ca / RRCinternational 0.75" 19
Stationery Business Cards 3.5" Businesss cards are designed using a four-dot theme to coincide with the seasonal colour palette. If space permits, the first and last name should appear on the same line. If space doesn t permit, the first and last names may be stacked (see samples below). 2" rrc.ca/international rrc.ca/international Eddy Lau Director International Education elau@rrc.ca 204.632.2184 D210-2055 Notre Dame Avenue Winnipeg, Manitoba, Canada R3H 0J9 D210-2055 Notre Dame Avenue Winnipeg, Manitoba, Canada R3H 0J9 204.632.2143 204.632.5269 intled@rrc.ca D210-2055 Notre Dame Avenue Winnipeg, Manitoba, Canada R3H 0J9 rrc.ca/international rrc.ca/international Firstname Longlastname Title International Education email@rrc.ca 204.555.5555 D210-2055 Notre Dame Avenue Winnipeg, Manitoba, Canada R3H 0J9 D210-2055 Notre Dame Avenue Winnipeg, Manitoba, Canada R3H 0J9 204.632.2143 204.632.5269 intled@rrc.ca / RRCinternational D210-2055 Notre Dame Avenue Winnipeg, Manitoba, Canada R3H 0J9 20
Glossary brand: the intangible perception of a product or organization s attributes: its name, packaging and price, its history, its reputation and the way it is advertised. CMYK: the method of printing commonly referred to as full colour. It involves the use of four printing inks (cyan, magenta, yellow and black) combined to reproduce colour photos and a wide variety of colours. grayscale: the method of printing using one colour to print a range of greys from white to solid black. leading: the spacing between lines of type in a paragraph. logomark: a visual mark used by an organization to identify itself usually consisting of a symbol, typographic treatment and tagline. Pantone : a brand of numbered printing inks based on pre-mixed colours chosen from swatch books. reversed: a graphic element placed on a dark colour background, which must the be formatted in white in order to maximize readability. RGB: a method of displaying colours on a computer or TV screen. It involves the use of 3 colours (red, green and blue) combined to reproduce a wide variety of colours and colour images. tagline: a phrase or slogan used by an organization usually in conjunction with their logo to associate themselves with a certain feeling or to induce a certain reaction from the viewer. tracking: the spacing between individual letters in a word. typeface: a set of one or more fonts, in one or more sizes, designed with a stylistic unity. typography: the practice of employing different typefaces of various sizes, formats and colours to create a desired feeling in a design piece. 21