2935-1 crc brand guide v8c cs3pc jan2012
TRANSCRIPT
branDstyleGuiDe
brand Guide 1.0December 2011
2Canadian Red CRoss BRand Guide 1.0
Chapter Overviewtable of Contents
3–9 Chapter One ________________________________________________________________________
How we help
10–25 Chapter two ________________________________________________________________________
our logo
26–49 Chapter three ______________________________________________________________________
our brand style
50–67 Chapter Four _______________________________________________________________________
our brand in action
3Canadian Red CRoss BRand Guide 1.0
Chapter One—How We Helptable of Contents
4 ________________ our mission _______________________________________________________ 5 ________________ our vision __________________________________________________________
6 ________________ Who we are ________________________________________________________
7 ________________ our emblem _______________________________________________________ 8 ________________ Who can use what ________________________________________________
9 ________________ What to do with a misuse _______________________________________
HOW We Help
WHat GuiDes Our WOrk?
Our missiOn
For more than a century, Canadians have had their own national society—the Canadian red Cross—dedicated to alleviating and preventing suffering in Canada and around the world.Our missiOn
to improve the lives of vulnerable people by mobilizing the power of humanity in Canada and around the world.
4Canadian Red CRoss BRand Guide 1.0
livinGtHevisiOn
5Our visiOn
The Canadian Red Cross is a leading humanitarian organization through which Canadians demonstrate their caring for others in need.
Our vision
When we strive for effective, transparent communication that adheres to our vision, it demonstrates:
1. our leadership and commitment to the work we do
2. our pride in our strongest asset: the red cross emblem, the internationally-recognized symbol of protection
How does protecting our brand contribute to living our vision?
5Canadian Red CRoss BRand Guide 1.0
WHO We are
What are brand attributes? Think of them as personality traits. For example, two people can share the same values, but each one will express them in a different way. Therefore, our brand positioning is how we collectively deliver our brand attributes, and carry out our mission, vision and values.
Brand benchmarking research has identified five brand attributes that will make donors and potential beneficiaries more responsive to the Canadian Red Cross. These attributes should be reflected in everything we do and in all of our communications:
trustworthyConnectedenergeticprogressiveHigh quality
Our brand attributes
WHO We are
6Canadian Red CRoss BRand Guide 1.0
Our emblem
Our emblem
Governments have the option to choose which emblem their national society will use: a red cross, a red crescent or a red crystal. in 1909, the Government of Canada decided that the Canadian national society would be represented with a red cross.
There are two main uses of the emblems: the “protective use” and the “indicative use”.
in armed combat, the emblems are a visible sign of the protection given to the medical personnel, equipment and buildings of the armed forces under international law. That protection extends to certain humanitarian organizations working alongside the military to relieve the suffering of the wounded, prisoners and civilians. When used alone in this way, it is referred to as “protective use”.
national Red Cross and Red Crescent societies around the world are allowed to use an emblem to identify themselves along with their national name as part of a global network known as the international Red Cross and Red Crescent Movement. This use is called “indicative use” and it is how we use our logo: to identify our work.
protective use
indicative use
7Canadian Red CRoss BRand Guide 1.0
WHO Can use WHat
internationalCommitteeof thered Cross
internationalFederation ofred Cross andred Crescentsocieties
protective emblem
indicative emblem
Medical corps of armed forces and national societies can use the protective emblem when given permission during times of armed conflict.
Logo used by each national society which includes an emblem and the name of the national society.
WHO Can use WHat
8Canadian Red CRoss BRand Guide 1.0
unauthorized appearance of a red cross on a white background.
This type of misuse frequently happens on business signage and logos, advertising and marketing materials, music videos and video games, first aid kits and first aid posts, medical supplies and facilities.
international organizations recommend using a white cross on a green background to identify a first aid kit or supplies, or a first aid treatment situation. This symbol is widely used in Canada and abroad.
most common misuses
What should be used as a symbol of first aid?
WHO Can use WHat
to report a misuse
1. use the online form available at: redcross.ca/emblem-reporting2. Contact your branch
The report of the misuse will then be forwarded to the appropriate Canadian Red Cross staff member. in most cases, individuals, businesses or other entities voluntarily stop misusing the emblem once notified emblem misuse is against the law and can result in a fine, as well as forfeiture of the products connected to the misuse.
WHattO DO WitH a misuse
9Canadian Red CRoss BRand Guide 1.0
10Canadian Red CRoss BRand Guide 1.0
Chapter two—Our logotable of Contents
11 _______________ introduction _______________________________________________________ 12–13 _______________ official logo _______________________________________________________
14–15 _______________ official logo versions ____________________________________________ 16–17 _______________ official colour _____________________________________________________ 18–19 _______________ Black and white logo _____________________________________________ 20–21 _______________ Minimum size _____________________________________________________ 22–23 _______________ Protection space _________________________________________________
24–25 _______________ don’ts ______________________________________________________________
OurlOGO
times areCHanGinG
intrODuCtiOn
Designed as a single element for easy use, the Canadian red Cross logo has three components: the emblem (red cross), word mark (the company name) and the white shield. the relationship and spacing between these three components must never be altered.
11Canadian Red CRoss BRand Guide 1.0
The red cross emblem must always appear in red on a white background. our name is printed in capital letters for more impact, and the use of red lettering creates a visual link with our red cross emblem. The white shield must be kept as an integral part of the logo at all times, even when applied to a white background.
theofficiallogo
OFFiCiallOGO
OFFiCiallOGO
12Canadian Red CRoss BRand Guide 1.0
13Canadian Red CRoss BRand Guide 1.0
The white shield was created to ensure that the Canadian Red Cross logo always looks its best on any background. as you can see below, when our logo is placed on a coloured background, the white shield automatically appears. on a white background, the white shield does not appear but still remains in the electronic file.
The shield provided in the master files found on Brand Central must always remain intact and unmodified on both coloured and white backgrounds.
the logo and its shield
OFFiCiallOGO
a number of versions of the Canadian Red Cross logo have been developed so that you will always have one to fit the language requirements of the markets you serve. Before finalizing your communications, remember to double-check that you have indeed applied the appropriate logo.
many versiOns,OneintentiOn
OFFiCiallOGOversiOns
a version for every need
14Canadian Red CRoss BRand Guide 1.0
OFFiCiallOGOversiOns
Official english versionsin predominantly anglophone markets, the bilingual version displays english first
Official French versionsin predominantly Francophone markets, the bilingual version displays French first
alternate horizontal bilingual versionsFor exceptional cases where the space is limited and of horizontalproportions, using the alternatehorizontal bilingualversions is permitted
Québec division versionsin Québec, our unique linguistic needs require that the Québec region name appear with the Canadian Red Cross logo
15Canadian Red CRoss BRand Guide 1.0
Red is the colour we stand beside. Please ensure that you always apply the colours specified here to ensure our colour is consistent.
reDCrOss
OFFiCialCOlOur
Our colour is in our name
16Canadian Red CRoss BRand Guide 1.0
reDCrOss
Cmyk cyan: 0 magenta: 100 yellow: 100 black: 0
rGb red: 255 green: 0 blue: 0
Web html: FF0000
Pantone®
485 C / u
OFFiCialCOlOur
17Canadian Red CRoss BRand Guide 1.0
18Canadian Red CRoss BRand Guide 1.0
nowadays, even newspapers print in full colour. on rare occasions, however, we might be asked to produce an ad for a section that is only printed in black and white or for communications that are produced in greyscale. These are the only circumstances in which we may provide the black and white version of our logo. in all other circumstances, please use the colour version.
When our black and white logo is placed on a black background, the white shield automatically appears (see opposite page).
never use a colour version for a black and white application as the red will come out grey when printed, while the emblem and name components should be true black.
is blaCk a COlOur?
blaCk anD WHite lOGO
a logofor rareoccasions
19Canadian Red CRoss BRand Guide 1.0
blaCk anD WHitelOGO
our logo is increasingly being used in electronic communications and on websites. We have therefore carefully validated the minimum size of our logos to make sure that it is always crisp and clear whenever it appears on screen.
small still WOrks
minimumsiZe
screen view
suggested size (minimum size)*
enGlisH unilinGual:WidTH: 60 PixeLsHeiGHT: 40 PixeLs
FrenCH unilinGual:WidTH: 66 PixeLsHeiGHT: 40 PixeLs
bilinGual vertiCal:WidTH: 66 PixeLsHeiGHT: 54 PixeLs
bilinGual HOriZOntal:WidTH: 105 PixeLsHeiGHT: 40 PixeLs
*Please note that the above graphics are not necessarily to scale.
20Canadian Red CRoss BRand Guide 1.0
although quality printing is now widely available—even on office printers—it is important to ensure that our logo comes out clear and legible by respecting minimum size requirements. For print outputs, please use the emblem (red cross) to determine the smallest possible size of the logo.
if you are having a printer produce your documents or communications, ask for a colour proof before going to print so that you can check for quality and legibility.
minimumsiZe
print applications
suggested size (minimum size)*
0.25 inCHes5 MM
*Please note that the above graphics are not necessarily to scale.
21Canadian Red CRoss BRand Guide 1.0
Protection space is the area around a logo that must remain free of any photography or background colours or any other graphic elements.
in the Canadian Red Cross logo, natural protection space is provided by the white shield. The white shield is an integral part of the logo provided in the master files and must therefore not be altered in any way.
When using the logo, please ensure that you keep the shield—even on a white background—as it serves as a guide for your protection space. That way, you’ll be helping to keep our logo clear, consistent and protected for maximum visibility and recognition.
in cases where the logo is placed on a non-white background, please ensure there is a minimum margin around the outer edge of the logo (ie the shield) on all four sides equal to the square as defined by the height of one line of the Canadian Red Cross word mark. Please see example on opposite page for reference.
let it breatHe
prOteCtiOnspaCe
a shieldforprotection
22Canadian Red CRoss BRand Guide 1.0
prOteCtiOnspaCe
23Canadian Red CRoss BRand Guide 1.0
DOn’t tOuCH
our logo is defined by the lock up of three elements (the emblem, the logo and the white shield) and should never be modified in any way. always use the electronic files available on Brand Central.
stickto the original
DOn’ts 24Canadian Red CRoss BRand Guide 1.0
CANADIAN RED CROSS
CROIX ROUGE CANADIENNE
Don’t removethe shield
Don’tchangethe typeface
Don’taddeffectsto the logo
Don’tmodify the logo’s truecolours
Don’tstretchthe logo
Don’tdissectthe logo
Don’tuse theemblemalone
Don’tchangethe logo’s proportions
DOn’ts 25Canadian Red CRoss BRand Guide 1.0
26Canadian Red CRoss BRand Guide 1.0
Chapter three—Our brand styletable of Contents
27–30 _______________ Tone of voice ______________________________________________________
31–32 _______________ Five pillars of the brand _________________________________________ 33–34 _______________ official colour palettes __________________________________________ 35–36 _______________ official typography _______________________________________________ 37–41 _______________ imagery/photography ____________________________________________ 42–43 _______________ imagery/illustration ______________________________________________
44–45 _______________ The shield _________________________________________________________
46–47 _______________ The thread _________________________________________________________
48–49 _______________ Layout principles _________________________________________________
OurbranDstyle
OnetOne,OnevOiCe
tOne OF vOiCe
Tone of voice is how we deliver our messages—it is what we say and the words we choose when communicating.
our tone of voice is defined and shaped by our five brand attributes:
trustworthyConnectedenergeticprogressiveHigh quality
27Canadian Red CRoss BRand Guide 1.0
tOne OF vOiCe
trustWOrtHy
Report on your initiatives, progress and how donations will be allocated:
• Donations will be used to provide immediate aid and recovery to the people most affected.
• Assistance will be available to those who have experienced a complete loss of or major damage to their home.
• Breakdown of how your donations will be used.
We are always credible in everything we say. We provide facts and figures, and present the public with transparent reports on a regular basis. people can trust us.
COnneCteD
To convey connectedness, use inclusive words that illustrate the commitment of the Canadian Red Cross to community:
• The Canadian Red Cross understands that you…• We are here to help you.• We know what it means to your community.• We are proud to introduce this new initiative to your community.
Make sure that you also make the reader the hero of the story you are telling:
• You and your organization have been working hard to turn the tides.• When you need help in a time of uncertainty, you can count on us.• Your community has shown incredible resilience and we are proud to have
been part of the rebuilding.
We are committed to our local and global communities. We feel their despair and their joy. We believe in open communication and remaining accessible. people can reach out to us.
28Canadian Red CRoss BRand Guide 1.0
tOne OF vOiCe
enerGetiC
Whenever possible, give facts about responsiveness and preparedness, which will further underscore the mission of the Canadian Red Cross.
• Within 24 hours, Canadian Red Cross volunteers had set up emergency relief.• The Canadian Red Cross was the first NGO on site.• Mission accomplished: 10 youth volunteers raise $45,000.• Over 30 trained volunteers tirelessly distributed warm blankets and
food staples.
We are always prepared, ready and able to mobilize staff and volunteers quickly in order to help provide assistance and relief whenever disaster strikes, both at home and abroad. people can count on us.
prOGressive
Your communications should include elements that are inspiring and uplifting—that speak to the leadership role the Canadian Red Cross plays. Quotes are often a powerful way to achieve this:
• “Seeing help arrive is wonderful. It is like spirits are being lifted—that there is hope.”
• “I am happy to be here and to help rebuild.”• “I am receiving so much more than I could ever give!”• Are you looking for opportunities to give back?• The Canadian Red Cross is grateful for the generous support of donors.
We strive to constantly move our organization and the communities we serve forward. We are leaders—professionals who know what to do and do it right. Other people can feel inspired to join us.
29Canadian Red CRoss BRand Guide 1.0
tOne OF vOiCe
HiGH Quality
it is important that your writing style reflects the high-quality standards of the Canadian Red Cross. Therefore:
• Refer to the Canadian Red Cross Style Guide (November 2007) as the primary reference for guidance on style, punctuation and grammar.
• No slang. • Your writing should be direct and intelligent—as well as engaging. (You want
people to read your entire communication and understand the core message).• Don’t dumb down or talk over people’s heads. Aim for a first-year university
language level.• Watch for run-on sentences and typing mistakes. • Sometimes humour is appropriate, but it must always be in good taste.
We pay close attention to the details in everything we do, diligently organizing, working and showing leadership when helping those in need and those looking to learn new skills. people know they are in good hands.
30Canadian Red CRoss BRand Guide 1.0
aBCdeFGHiJKLM NOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyzabCDeFGHiJklm nOpQrstuvWXyZ abcdefghijklmnop qrstuvwxyz*akkurat office can appear in any of the primary or secondary colours.
Five pillars OF tHe branD
our brand is built on five key pillars that work together to visually create a look and feel—our brand personality. These elements have been carefully developed and the guidelines for their use must be respected at all times to strengthen and move our brand forward.
Five pillars of the brand
logo Colours
PRIMARY COLOUR Red sTiTCH BoLd
Red sTiTCH LiGHT
aKKuRaT oFFiCe*
SECONDARY COLOURS
exTended CoLouRs
typography
Fivepillars
31Canadian Red CRoss BRand Guide 1.0
Five pillars OF tHe branD
WHiTe sHieLd
THRead
imagery Graphic Device
PHOTOGRAPHY
iLLusTRaTion
32Canadian Red CRoss BRand Guide 1.0
33OFFiCialCOlOurpalettes
HelpinGin COlOur
our primary colour—red—is key to our brand identity. The proper and consistent use of our official corporate colour across all of our communications helps to create a strong and coherent image of our organization.
secondary colours have been selected to complement our primary palette and give depth to our messages.
an extended colour palette has also been developed for certain circumstances when additional colours are needed for optimal communication.
The colours shown on next page are not intended to match PanTone* colours exactly. For accurate colour standards, refer to the most recent edition of the PanTone Colour Formula Guide.
Ourcolourpalettes
in printing terminology, bleed refers to when an image, block of colour, or other design element extends past the trim, or edge, of any side or all sides of a page. Bleeds can sharpen up a print product, or contrast nicely with a distinct margin. However, bleeds can increase printing costs on external print jobs and this should be considered when working on a design product. in cases where print products are to be printed in-house, designers should always produce design pieces with a minimum .25 inch margin. also, when designing in-house, designers should consider how much ink will be required to print the image, with an eye to conserve print cartridges via the reduction of blocks of solid colour and large images.
33Canadian Red CRoss BRand Guide 1.0
extended colour paletteFor business collateral—titles, background, illustrations
please nOte: Blue and pink should never be the dominant colour on a white page.
OFFiCialCOlOurpalettes
pantOne Black C/u Cmyk C0 M0 Y0 K100 rGb R0 G0 B0 Web html 000000
Cmyk C0 M0 Y0 K0 rGb R255 G255 B255 Web html FFFFFF
pantOne Cool Gray 4 C/u Cmyk C12 M7 Y6 K17 rGb R188 G189 B188 Web html BCBdBC
pantOne Cool Gray 1 C/u Cmyk C3 M2 Y4 K5 rGb R224 G225 B221 Web html e0e1dd
pantOne 202 C/u Cmyk C10 M97 Y61 B48 rGb R130 G36 B51 Web html 822433
pantOne Cool Gray 9 C/u Cmyk C29 M23 Y16 B51 rGb R116 G118 B120 Web html 747678
pantOne 485 C/uCmyk C0 M100 Y100 K0 rGb R255 G0 B0 Web html FF0000
pantOne 7457 C/U Cmyk C12 M0 Y2 K0 rGb R187 G221 B230 Web html BBdde6
pantOne 691 C/u Cmyk C0 M15 Y8 K1 rGb R233 G211 B215 Web html E9D3D7
primary colour palette For official use
secondary colour paletteFor corporate use—titles, background, illustrations
34Canadian Red CRoss BRand Guide 1.0
secondary colour paletteFor corporate use—titles, background, illustrations
reaD betWeen tHe lines
OFFiCialtypOGrapHy
our typography is a visual expression of our voice. it conveys a personality and, when used correctly, can be as recognizable as our logo and official colours.
Therefore, a set of fonts have been selected especially for the Canadian Red Cross that not only make our communications look more unique, but also help build brand recognition.
red stitch fontThis font lends a warm, human element to a communication piece and should be used when there is little visual material available.
akkurat akkurat is a strong, honest font to be used in titles, subheads and bodycopy.
Ourofficialtypefaces
Leading, or linespacing, refers to the distance between successive lines of text. Tracking refers to the process of uniformly increasing or decreasing the space between all letters in a block of text. as part of the Canadian Red Cross brand, header treatment involves reducing the leading between lines and the tracking between letters to give such titles a more intimate, cohesive feel. This is accomplished with header treatments using Red stitch Bold, Red stitch Light and akkurat. However, leading should not be used for body text, pull quotes, or other multiple-line font treatments (for more detail see page 48). do not reduce leading by more than -25 per cent.
35Canadian Red CRoss BRand Guide 1.0
titlesFont: Red stitch Bold
titlesFont: Red stitch Regular
titles, subheads and body copyFont: akkurat office Bold
Office useFont: arial Bold
titles, subheads and body copy Font: akkurat office Regular
Office useFont: arial Regular
OFFiCialtypOGrapHy
ababCDeFGHiJklm nOpQrstuvWXyZ abcdefghijklmnop qrstuvwxyz
ABABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz
ABABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz
aBaBCdeFGHiJKLM NOPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz
36Canadian Red CRoss BRand Guide 1.0
tHe trutH beHinD tHe imaGes
When selecting an image, careful consideration must be given to the role of the communications piece you are developing.
Who is it targeting?
in what context will it be viewed?
What response or impression do we want to trigger?images of people should capture an action, an emotion, a moment of concentration. do not hesitate to crop closer to a person’s eyes: the connection will be greater.
if you are using more than one image in the same communications piece, consider varying the photographic scenes to create more visual interest.
select images that represent the specific context as well as the diversity of experiences and people. ethical images ensure that the respect, dignity and equality of the individuals represented are upheld. This involves avoiding images that stereotype or discriminate against people’s gender, ethnicity, race, age, sexuality and ability.
Finally, make sure that the image reflects the brand attributes: trustworthy, connected, energetic, progressive, and high quality.
photoselectionpeople in action
imaGery—pHOtOGrapHy
37Canadian Red CRoss BRand Guide 1.0
imaGery 38Canadian Red CRoss BRand Guide 1.0
photo selection Disaster
Choose images that not only convey the drama of the situation, but also a sense of dignity. always balance images of destruction with images of help, hope and the humanitarian presence of the Canadian Red Cross.
imaGery—pHOtOGrapHy
39Canadian Red CRoss BRand Guide 1.0
photo selection involvement
difficult scenes must be balanced with a human touch— a helping hand, a warm embrace, supplies and/or relief in the background, etc.
avoid images that stereotype or discriminate against people’s gender, ethnicity, race, age, sexuality and ability.
imaGery—pHOtOGrapHy
40Canadian Red CRoss BRand Guide 1.0
our images should work together like we do.
Three techniques can help improve and unify images:
1. dynamic cropping.2. Calibrating colour to provide contrast and consistency among photos within the same piece.3. Ensure images have a hint of red where possible.
phototreatment
imaGery—pHOtOGrapHy
beforeThese three photos are too detailed and the tones seem to clash.
afterBy zooming in on key elements, we create stronger impact. Colours are adjusted to complement one another.
41Canadian Red CRoss BRand Guide 1.0
imaGery—illustratiOn
We use illustration to interpret certain difficult concepts and situations experienced by the people we help. all illustrations are fresh, stylistic sketches that aim to evoke rather than represent.
Therefore, when choosing illustrations, look for ones that convey humanity, helping and/or community.
You may also use the “thread” visual device to bring out a deeper human side of the illustration.
illustrationstyle
DraWinG inspiratiOn
42Canadian Red CRoss BRand Guide 1.0
imaGery—illustratiOn
Official illustration style inspirations
brand-appropriate illustration examples
43Canadian Red CRoss BRand Guide 1.0
a sHielDtO prOteCt
a shield to protect
a sHielDtO prOteCt
We created a graphic element that we refer to as “the shield” to ensure visibility of our brand and therefore increase impact. an integral part of our brand identity, it always frames our logo, as the red cross on a white background is an internationally recognized and protected symbol. However, the shield can also be used to frame headers on a communications piece, or text that we would like to highlight or offset (see page 45 for examples).
in most incidents, the shield will be white, while any text appearing in the shield, as well as our logo, will be red. However, sidebar treatments of the shield may be permitted using other colours in our palette with an appropriately contrasting font (see pages 12 and 13 for details about logo treatment on a non-white background).
in order to accommodate the text, logo and/or format of the communications piece, the length and/or width of the shield can be adapted. However, in order to preserve the integrity of the unique angle within the shield framework, the angle of the corner may never be modified, though the shield itself can be rotated under certain circumstances. as well, the shield should never bleed off the page on the side containing the shield angle. if the design requires it though, the other borders of the shield may bleed off the page.
in terms of placement, the shield may be inserted at either the top or bottom of layouts, or to the left or right of a page, but never centered.
Lastly, the shield can be used as a frame for a photo or graphic treatment.
44Canadian Red CRoss BRand Guide 1.0
a sHielDtO prOteCt
How to determine the angle of the shield
ResToRinG FAMILY LINKS
eaCH year mOre tHan 1,000 peOple seek Help FrOm tHe CanaDian reD CrOss tO re-establisH COntaCt WitH Family members.
tHe CanaDian reD CrOss imprOves tHe lives OF tHe vulnerable by mObiliZinG tHe pOWer OF Humanity.
The Canadian Red Cross is a non-profit humanitarian organization dedicated to improving the situation of vulnerable people at home and around the world. We are a member of the international Red Cross and Red Crescent movement, which includes the international Committee of the Red Cross (iCRC), over 185 national Red Cross and Red Crescent societies and the international Federation of the Red Cross and Red Crescent. in Canada, we provide assistance to millions through our disaster relief, injury prevention and humanitarian issues programming.
become a volunteerBe part of the largest humanitarian organization in the world! We can train you to become a restoring family links, detention monitoring, or disaster management volunteer to help improve the lives of people in your community. There are so many ways to help: volunteer in an office setting, work in the community to help reconnect separated families, be onsite following a disaster, help with community outreach, or assist with visits to detainees. Contact your local Canadian Red Cross for more information at redcross.ca/community. GET INVOLVED!
Humanity | impartiality | neutrality | independence voluntary service | unity | universality
For more information, contact your local Canadian Red Cross branch at: redcross.ca/familylinks.
45Canadian Red CRoss BRand Guide 1.0
FabriC OF Humanity
thethread
The thread is a metaphor for the work we do: we help mend lives. The thread device can be used on its own as lettering or incorporated into a photo as a visual treatment.
FabriC OFHumanity
46Canadian Red CRoss BRand Guide 1.0
FabriC OFHumanity
47Canadian Red CRoss BRand Guide 1.0
layOutprinCiples
Our brand in action
imaGe matters
a clean, well-designed layout that breathes will engage the reader and help get the message across better.
Please follow these basic principles when designing a communications piece for the Canadian Red Cross:
The logo is placed on the left side of the cover with appropriate spacing (see section, “Let it Breathe”).
Whenever possible, body text should be left justified and ragged right. in addition, blocks of text should be presented in a multiple-column, magazine format. This paragraph treatment is dynamic and easy to read.
Headings, or titles, are always written in capital letters with a tighter leading and tracking (for definition of leading or tracking see page 35). Other text set in capital letters should also have a tighter leading.
Red must be the predominant colour, and graphics should be bold—so don’t be afraid to use them.
appendix:For more guidelines on style, punctuation, grammar and official terms and acronyms, please refer to appendix 1: The Canadian Red Cross Style Guide, November 2007.
48Canadian Red CRoss BRand Guide 1.0
layOutprinCiples
49 49
You will need to provide a list of lost or damaged items as part of your insurance claim. Review your insurance policy so you understand what items to list. if you had a household inventory before the fire, retrieve it for the insurance adjuster. if you didn’t, or if it was destroyed, ask your insurance agent for a blank inventory form; it will jog your memory. Record serial numbers of appliances and household equipment, if possible. note the approximate cost or value of each item. if possible, take close-up photos or video footage of damaged rooms, furnishings and property.
once the inventory is complete, contact your insurance company for details on how to submit it to them. Keep all receipts related to living expenses and repairs, permits, inspection forms and any other papers in one place. Your insurance company may request them.
take an
notify your bank or mortgage company
you have a responsibility to tell your mortgage company about the fire and to keep them informed about what is being done to restore the property. they may have forms for you to fill out, and they may want to inspect the property. For more information on cleaning up after a fire, please refer to the Canada Mortgage and Housing Corporation’s website or visit the following link:WHat tO DO aFter a Fire : cmhc.ca/en/co/maho/em/em_003.cfm
CanadianRed CRoss
Guide To FiRe
CanadianRed CRoss
Guide To FiRe
pamphlet cover example
pamphlet spread example
brochure spreadexample
ResToRinG FAMILY LINKS
eaCH year mOre tHan 1,000 peOple seek Help FrOm tHe CanaDian reD CrOss tO re-establisH COntaCt WitH Family members.
tHe CanaDian reD CrOss imprOves tHe lives OF tHe vulnerable by mObiliZinG tHe pOWer OF Humanity.
The Canadian Red Cross is a non-profit humanitarian organization dedicated to improving the situation of vulnerable people at home and around the world. We are a member of the international Red Cross and Red Crescent movement, which includes the international Committee of the Red Cross (iCRC), over 185 national Red Cross and Red Crescent societies and the international Federation of the Red Cross and Red Crescent. in Canada, we provide assistance to millions through our disaster relief, injury prevention and humanitarian issues programming.
become a volunteerBe part of the largest humanitarian organization in the world! We can train you to become a restoring family links, detention monitoring, or disaster management volunteer to help improve the lives of people in your community. There are so many ways to help: volunteer in an office setting, work in the community to help reconnect separated families, be onsite following a disaster, help with community outreach, or assist with visits to detainees. Contact your local Canadian Red Cross for more information at redcross.ca/community. GET INVOLVED!
Humanity | impartiality | neutrality | independence voluntary service | unity | universality
For more information, contact your local Canadian Red Cross branch at: redcross.ca/familylinks.
49Canadian Red CRoss BRand Guide 1.0
50Canadian Red CRoss BRand Guide 1.0
Chapter Four—Our brand in actiontable of Contents
51 _______________ introduction _______________________________________________________ 52–54 _______________ stationery _________________________________________________________
55 _______________ Faxes and memos ________________________________________________ 56–57 _______________ Corporate folders _________________________________________________ 58–61 _______________ Brochures and pamphlets ______________________________________ 62–63 _______________ Kiosk _______________________________________________________________
64–65 _______________ signage ____________________________________________________________
66–67 _______________ Vehicles ____________________________________________________________
OurbranDinaCtiOn
time tO prepare, reaCt anD reCOver
intrODuCtiOn
in this chapter, you will find examples of how to use the Canadian red Cross key branding elements—or the five pillars of the brand—in various communications applications.
always use the examples provided here as a guide when developing your applications. pay careful attention to the various details to ensure a consistent look and feel that projects a strong, easily identifiable brand at all times.
For details on the usage of the Canadian Red Cross logo, colours, typography, imagery and graphic devices, including the shield and thread, refer to chapter three.
51Canadian Red CRoss BRand Guide 1.0
statiOnery
stationery is an important part of our brand image and must be produced with precision and consistency. Please be sure to follow the key points outlined here whenever you prepare business cards, letters, envelopes, faxes, memos or any other stationery on behalf of the Canadian Red Cross. also, always use the templates provided on Brand Central.
statiOnery
stationery
52Canadian Red CRoss BRand Guide 1.0
national office siège social 170 Metcalfe ottawa, on Canada K2P 2P2t: (613) 740-1906 f: (613) 740-1903redcross.cacroixrouge.ca
national office siège social 170 Metcalfe ottawa, on Canada K2P 2P2t: (613) 740-1906 f: (613) 740-1903redcross.cacroixrouge.ca
Mus, nost, omnis volore, odis aut qui odignis pel id quae cum
Mus, nost, omnis volore, odis aut qui odignis pel id quae cum sectius deniend itatur alitiumquate ra qui officil liquidunt fugit min resequam explani sciant omnia eventur aut ut molore nulpa dolutem acitiis etur, sit dest, omnimus volore eost, opture et quam facesto moluptis in et erem ut aut faccab iur, acculparum renihil magnimp oribus evelentis exerunt aruptae idel invendebis cuptis mos arci omnihit remolorum, sitatempos acepro dolorerro tem simporias sime quae netus venimene aut vendem ut volupis imagni ipsant molupta turenia nonsed et lant reperum ipsum audant plaut ut voloribus dolupta volupta temquiant dest optatur sitaquis doluptatur abore sitemquas dolores cietur?
expeditate vid ut ipit, volor maximus aperio. is rest ium rati ut voles ut hil molorro molore sum fuga. nem ullo quia dolupta id ut idelest, sint, nati sit intis doluptatem que maximolent voloreprae num voles evelest odit, cum volut ad maximus, conem audant ut rem ut que sed minvene pro omni dis coneculliam nulpa nonsequ aestionsecte sequiat emquas velent, sundit dolupta eris sequas et reium quid maxim imustium eaqui doles nonse prectio reicius ut aut molorem excessime es iliberc hitatem verat eostotatur ressequ iatibus dolupid quis veliquam, natis sunt, voles dellatiatin pratint lam accus eium faccaec tinctat.Laut et idendio bea volor rerem vel inctatum ellaut dellaut es cum fuga. Mint, nosti cume nonsequi culpa iducid quibus sit veriantet autempore, te ipsam quiae lautem. itate ea dolupta tisquas autessequat poribus magnis aut om-nienis escidem experio maionest fuga. et eossum harum es nus eaquiam, a qui dolupti quati coreper ibersperum atetur modi archictatur, a dolum, volorentur soluptiae culpa volupis a dolenim raes ut unt aspitam, aborrov iduciantius, arcitis amenda dolores et lam aped quibus conest, ommodignam sum, cuptam quam et quo to eatiist ad que nusam quiat.
is minulluptae et estions equamus dandel imaxime volupta ssimpedi ut officia santorroris saestia conet et doloribus, officid es eum ne accum estiis eos eos dolutecto eris si omniminctia volupidelit ut quatias et ut libus nem eossum quam quo bea eatia quati quidisque voloria volupta temquam simpe repelique explandi siti coria dolorer ferorep edignis a premodissit aruptam dit de volupta que lab im veliquiat am
Mus, nost, omnis volore, odis aut qui odignis
pel id quae cum
national office siège social 170 Metcalfe ottawa, on K2P 2P2 Canada redcross.ca croixrouge.ca
Conrad SauvéSecretary Generaland Chief Executive OfficerSecrétaire généralet chef de la direction
National Office / Siège social170 MetcalfeOttawa, ON K2P 2P2CanadaT: (613) 740-1906 # 8888F: (613) [email protected] / croixrouge.ca
G
H
a
b
D
e
F
C
30 MM
1.25 inCH
13 MM
0.5 inCH
55 MM
2.25 inCH
statiOnery 53Canadian Red CRoss BRand Guide 1.0
the logo size
13 MM
0.5 inCHes
statiOnery
business carda) name and title are in title case in red PMs 485 c/uB) Contact information is in lowercase and in blackC) Logo: the red cross is 1/2" high, positioned in the lower
right-hand corner
letterd) Logo is in the upper right-hand corner;
the red cross is 1/2" highe) Contact information is in cool gray 9 under the logoF) Body copy is in akkurat or arial if akkurat is not
available. The beginning of the text should be aligned with the bottom of the first Canadian Red Cross word mark
envelopeG) Logo in the upper left-hand corner; red cross is 1/2"
highH) Contact information is in red to the right of the logo
Dimensions and guidelines
54Canadian Red CRoss BRand Guide 1.0
FaXesanDmemOs
external and internal faxes, as well as internal memos, must also respect our key branding elements for a strong brand identity. Please use the templates provided on Brand Central for all such communications. You will notice that the fax and memo templates are based on the letterhead layout.
FaXes anD memOs
Faxes and memos
55Canadian Red CRoss BRand Guide 1.0
Folders constitute important elements in communicating our brand identity because, in many cases, they are what people see first and are often passed around and shared. They should therefore project the image of a leading, caring and trustworthy organization that is proactive, but not wasteful.
Corporate folders
COrpOrate FOlDers
COrpOrateFOlDers
56Canadian Red CRoss BRand Guide 1.0
COrpOrate FOlDers
if you need to put a title on a folder cover, we recommend using the stitch font, aligned with the logo in the bottom left-hand corner.
57Canadian Red CRoss BRand Guide 1.0
brOCHuresanDpampHlets
Cover: always convey a strong brand.Bold title in red akkurat Bold or stitch, justified to the leftLogo 1/2" high.align the title with the logo as much as possible.
brochures and pamphlets
brOCHures anD pampHlets
The following pages display good examples of brochures and pamphlets (see pages 58 to 61)
58Canadian Red CRoss BRand Guide 1.0
brOCHures anD pampHlets
inside: keep the layout as legible as possible.Text should be left-justifieduse columns whenever possible to keep layout crisp, clean and engaging so the reader grasps the message quickly and effortlesslyall guidelines regarding logo, colours, typography, imagery and graphic devices also apply when designing brochures and pamphlets
59Canadian Red CRoss BRand Guide 1.0
brOCHures anD pampHlets
60Canadian Red CRoss BRand Guide 1.0
brOCHures anD pampHlets
61Canadian Red CRoss BRand Guide 1.0
kiOsk
Kiosks should also have a crisp, clean look and feel, with a predominance of white and red.
all guidelines regarding logo, colours, typography, imagery and graphic devices also apply when designing kiosks.
kiosk
kiOsk 62Canadian Red CRoss BRand Guide 1.0
kiOsk 63Canadian Red CRoss BRand Guide 1.0
siGnaGe
signage is a physical extension of our brand identity and image, and should have a coherent and consistent look of quality. always respect the protection space. use the official logo, font and colours.
signage
siGnaGe 64Canadian Red CRoss BRand Guide 1.0
siGnaGe 65Canadian Red CRoss BRand Guide 1.0
veHiCles
Light trucks and cars are physical mobile extensions of our brand image. always use the official logo and colours that are as close as possible to the official Pantone colours.
vehicles
veHiCles 66Canadian Red CRoss BRand Guide 1.0
Make sure that applications have a clean, quality look. and that the protection space is respected. The minimum size of of the emblem should be two inches. Vehicles should be red or white.
veHiCles 67Canadian Red CRoss BRand Guide 1.0
For more information about brand guidelines, please contact us. Telephone: (613) 740-1931
tHe CanaDian reD CrOss sOCiety
Western Canada100 1305-11th Avenue SWCalgary, aB T3C 3P6(403) 541-6100 Ontario5700 Cancross CourtMississauga, on L5R 3E9(905) 890-1000 Québec6 Place du CommerceVerdun, QC H3E 1P4(514) 362-2930 atlantic Canada133 Troop Avenuedartmouth, ns B3B 2A7 (902) 423-3680 national Office170 Metcalfe Streetottawa, on K2P 2P2(613) 740-1900