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Government of the Northwest Territories

Visual Identity Program

September 2003


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Government of the Northwest TerritoriesVisual Identity Program Edition 1 September 2003 i

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Table of Contents

How to Use This Manual . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .iii

Terms Used in This Manual . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .v

Section 1:

Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Section 1 Tab

What is a Visual Identity Program and Why Do We Need One? . . . . . . . . . . . . . . . . . . .1.01

Where Did the GNWTs Visual Identity Program Originate? . . . . . . . . . . . . . . . . . . . . . . .1.02

Section 2:

Introduction to the GNWT Visual Identity Program . . . . . . . . . . . .Section 2 Tab

What is Involved in the Visual Identity Program? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2.01

Who Does the Visual Identity Program Apply To? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2.01

Who is Responsible for the Visual Identity Program? . . . . . . . . . . . . . . . . . . . . . . . . . . .2.02

Visual Identity Program Principles and Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2.03

Section 3:

Visual Identity Program Highlights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Section 3 Tab

Approved Logos of the Government of the Northwest Territories . . . . . . . . . . . . . . . . . . 3.01

Approved Logo Signatures and Their Use . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3.05

Section 4:

Program Symbols and Partnerships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Section 4 Tab

Program Symbols . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4.01

Partnerships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4.06

Section 5:

Other Approved Symbols of the GNWT . . . . . . . . . . . . . . . . . . . . . . . . . Section 5 Tab

Visual Identity of the Legislative Assembly . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5.01

Official Symbols . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5.02

Section 6:

Approved Logo Formats and Signatures . . . . . . . . . . . . . . . . . . . . . . . . Section 6 TabGovernment of the Northwest Territories with Polar Bear Graphic . . . . . . . . . . . . . . . . . .6.01

Government of the Northwest Territories with Territorial Shield Graphic . . . . . . . . . . . . . .6.02

Northwest Territories Canada . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.03

A Program of the Northwest Territories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.04


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Aboriginal Affairs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.05

Education, Culture and Employment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.06

Executive . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.07

Executive Council . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.07

Finance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.08

Financial Management Board Secretariat . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.09

Health and Social Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.10

Justice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.11

Legislative Assembly . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.12

Municipal and Community Affairs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.13

Public Works and Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.14

Resources, Wildlife and Economic Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.15

Transportation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.16

Regulatory Boards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6.17

Section 7:

Application of Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Section 7 Tab

Materials With Prescribed Formats . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7.01

Letterhead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7.02

Business Cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7.06

Letter Envelopes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7.08

Large Envelopes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7.10

Print Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7.11

Signage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7.12

Web Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7.13

Materials With Recommended Formats . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7.14

Vehicle Identification . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7.15

Shoulder Flashes for GNWT Uniforms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7.16

Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7.17

Materials With Optional Formats . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7.18

Fax Cover Sheets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7.19

Printed Materials (Brochures, Programs, Posters, Newsletters, etc.) . . . . . . . . . . . . .7.20

Promotional Items . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7.22

Banners and Trade Show Displays . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7.23PowerPoint and CD ROMs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7.24

Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . End Tab

Government Bodies Captured Under Visual Identity Program . . . . . . . . . . . . . . . . . . . App 1

Application for Program Symbol . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . App 2

Application to Retain Program Symbol . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .App 3


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How to Use This Manual

The Visual Identity Program manual is designed to make it easy for you to apply the Visual

Identity Program. Throughout this manual, which is also available on the GNWT website at

http://www.gov.nt.ca/research/publications/index.html, the following icons are used to

help you find information quickly and easily.

This icon identifies information important or critical to proper

application of the Visual Identity Program.

This icon identifies things to be avoided when applying the Visual

Identity Program.

This icon will point you to where you can find additional information orguidance in applying the Visual Identity Program.

The manual is composed of eight sections and a CD-ROM as follows:

Background

This section provides a context for the Visual Identity Program to help users understand

the purpose of visual identity programs in general, and why the GNWT Program was

established.

Introduction

This section provides information on how the GNWT's Visual Identity Program works, the

principles and guidelines on which the Program is based, and who is responsible for the

Program.

Highlights

This section answers the most commonly-asked questions about how to apply the Visual

Identity Program. It serves as an 'executive summary' of the Visual Identity Program. This

section should be consulted first. If you require more in-depth information, you will be able

to find it in other sections of the manual.

Program Symbols and Partnerships

This section details the process to be followed in applying for program symbols and

identifies criteria that will be considered in approving program symbols. It describes what

program symbols are and outlines how approved program symbols can be used. This

section also provides direction and advice on how the Visual Identity Program should be

applied when the GNWT provides funds for, or otherwise participates in, initiatives in

partnership with other governments or organizations.


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Official Symbols

This section identifies official symbols of the Northwest Territories. The symbols identified in

this section are noted for information, but they fall outside of the Visual Identity Program.

Approved Logo Formats and Signatures

This section provides examples of all approved versions of the polar bear and territorial

shield logos.

Application of Logos

This section provides examples of how the polar bear and the territorial shield logos should

be applied to materials that are commonly produced by the Government of the Northwest

Territories. Here you will find detailed instruction on logo placement, sizing, and printing

specifications.

Appendix

The appendix includes a list of organizations associated with the territorial government, andidentifies whether the Visual Identity Program applies to the organization. Any organization

related to the GNWT that is not included in the appendix should contact the Department of

Executive, Corporate Communications and Protocol Division for further advice.

Also included in the Appendix are forms to apply for approval to produce or retain a

program symbol.

CD ROM

The CD ROM provides samples of all approved versions of the polar bear and territorial

shield logos in both PC and Macintosh formats. These logos are provided in the following

formats: eps, bmp, jpeg, and gif.

Need Help?

If you have questions on how to apply the Visual Identity Program,

please consult your department's communications co-ordinator.

Your department's communications co-ordinator is responsible for

ensuring that the Visual Identity Program is properly applied to all

materials produced by the department.

The Department of Executive, Corporate Communications and Protocol

Division, is responsible for administration of the Visual Identity Program

for the Government of the Northwest Territories, and can also provideadvice and assistance in applying the Program.


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Terms Used in this Manual

The terms below may be used differently in other contexts. The definitions given here relate

to what they mean in this Visual Identity Program manual.

DepartmentA department refers to a department or ministry of the Government of the Northwest

Territories (GNWT), which reports directly to a Member of the Executive Council (i.e. a

Cabinet Minister). Examples of departments are the Department of Finance, Financial

Management Board Secretariat and the Ministry of Aboriginal Affairs. The Visual Identity

Program applies to all departments. The Visual Identity Program does not apply to the NWT

Housing Corporation or to other territorial Crown Corporations. (For more information on

government organizations that are exempt from the Visual Identity Program refer to

Appendix 1.)

Graphic

In this manual, agraphic is the picture element that accompanies the signature (wordelement) to form the logo. The polar bear graphic and the territorial shield graphic are

components of the official logos of the GNWT.

Logo

In this manual, the termlogo is used to describe the combination of graphic and signature

sanctioned under the Visual Identity Program.

Logos of the Government of the Northwest Territories

Thepolar bear graphic and the territorial shield graphic, when used together with the

appropriate signature, are the approved logos of the Government of the Northwest

Territories.

GNWT polar bear graphic GNWT territorial shield graphic

GNWT polar bear logo GNWT territorial shield logo


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Official Symbols

Several official symbols have been adopted by the GNWT. These symbols fall outside the

Visual Identity Program. Refer to Section 5 of this manual for more information on official

symbols.

Polar Bear LogoThepolar bear logo is made up of the polar bear graphic, used together with the

appropriate signature.

The polar bear logo is used by GNWT departments. This logo is a registered trademark of

the GNWT. Use of this logo is restricted to the GNWT unless otherwise licensed by the

government for use by third parties. This Visual Identity Program manual sets out the rules

surrounding how the polar bear logo is to be used by employees of the Government of the

Northwest Territories.

Program Symbol

Aprogram symbol is a standardized graphic identifier for a

program of the GNWT. Departments, divisions and offices of

government are not programs and, as such, cannot have

program symbols. In order to have a program symbol, theprogram must meet specific criteria. These criteria are

outlined in Section 4 of this manual and will be used when

granting approval for program symbols. Approved program

symbols must be accompanied by theA Program of the

Northwest Territories signature.

Signature

Asignature is the word element that accompanies the graphic to form the logo. The Visual

Identity Program provides a signature for each department and for certain regulatory boards

(e.g., Liquor Licensing Board). There is also a Northwest Territories signature and a

Northwest Territories Canada signature. Direction on which signature to use and when touse it is included in Section 3 of this manual.

Symbol

In this manual, the termsymbol is used to mean any visual identifier that has status under

the Visual Identity Program, but which is not an approved logo of the GNWT. Two types of

symbols identified in this manual are program symbols and official symbols.

polar beargraphic

Government of theNorthwest Territoriessignature

GNWT logo

GNWT program signature

The polar bear graphic and signature always appear as a unit.!


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Territorial Shield Logo

The territorial shield logo is made up of the territorial shield graphic, used together with the

appropriate signature. It is the approved logo of Members of the Executive Council, the

Department of Executive and the Legislative Assembly.

Visual Identifiers

Visual identifiers are graphic elements or words, or some combination of these, which are

used as visual cues to represent an organization, activity, or thing. Visual identifiers arereferred to by many names, including icon, brand, mark and wordmark. Some of the terms

used in this manual to define specific types of visual identifiers are logo, symbol, graphic,

and signature.

Visual Identity

The Government of the Northwest Territories visual identityis the visual shorthand that is

the publics cue to identifying with the organization and all that it represents. The GNWT's

visual identity helps those people served by government to access government services,

to identify accountability and to give credit for government services. Visual identity also

provides a mechanism by which government employees can identify with a unified

organization that supports a culture of corporate teamwork and partnership.

A strong, consistent visual identity reinforces the image of the GNWT within the Northwest

Territories, throughout Canada and around the world.

Visual Identity Program

The Visual Identity Program sets out how the polar bear and territorial shield logos are to

be used to promote a strong and consistent visual identity.

territorial shieldgraphic

Government of theNorthwest Territoriessignature

GNWT territorial shield logo

The territorial shield graphic and signature always appear as a unit.!


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Section 1:Background

What is a Visual Identity Program and Why Do We

Need One?

In governments across Canada and around the world, and throughout the corporate

community, visual identity programs are used to ensure a professional, consistent,

identifiable and professional image for an organization.

What is visual identity? It is the sum of all perceptions that an organization's clients hold

about that organization. These perceptions are embodied in a visual identifier or set of

visual identifiers that represent the organization. An organization's identity is a combination

of its vision, business objectives, the strategies and initiatives used to reach its goals and

the shared values of the organization and its people. Corporate image is the embodiment of

all of these attributes. It is all of the images and impressions that the organization's various

audiences come to associate with the organization over time. In other words, it is the visualshorthand that is the public's cue to identifying with an organization and all that it

represents.

The Government of the Northwest Territories' visual identity, embodied in the polar bear and

the territorial shield logos, is the visual cue that people and businesses use to identify with

the territorial government. While the GNWT's polar bear logo is central to its visual identity,

visual identity is much more than simply the logo. Visual identity encompasses the

consistent and recognizable use of that logo to create:

Credibility

- to project a professional image;

Accountability and Credit

- so that residents of the Northwest Territories and people outside the Territories

know who they are dealing with when communicating with the territorial government;

and

Identity

- which allows residents of the Northwest Territories to identify with their government.

The visual identity of the Government of the Northwest Territories helps the people served

by government to identify and access GNWT services, and to identify accountability and

give credit for government services. The GNWT's visual identity also provides a mechanism

by which government employees can identify with a unified organization that supports a

culture of internal teamwork and partnership.

The GNWT has developed significant recognition value (brand equity) in its approved logos

through their use over time. This strong, consistent visual identity reinforces the image of

the Government of the Northwest Territories within the Northwest Territories, throughout

Canada and around the world.

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Who is Responsible for the Visual IdentityProgram?

The Visual Identity Program has been endorsed by the Premier and Executive Council of

the Northwest Territories under the authority of GNWT Communications Policy 11.21.

Public servants, at different levels of government, have responsibility andaccountability for compliance with the Visual Identity Program:

Individual employees or groups who initiate projects, where the

GNWT is represented, are responsible forconsulting with their

departmental communications co-ordinators to ensure proposed

initiatives comply with the Visual Identity Program.

Departmental communications co-ordinators are responsible for understanding how

and when the program should be applied, and for acting as 'in-house' consultants in

the development of all public materials and signage. In this way, each department's

communications co-ordinator is responsible for ensuring the Visual Identity Program

is complied with at the departmental level.

While the communications co-ordinator is responsible, the Deputy Minister of each

department is ultimately accountable for proper application of the Visual Identity

Program in materials coming from the department.

The role of the Department of Executives Corporate Communications and Protocol

Division is to monitorhow the Visual Identity Program is being applied, to assist

departments in understanding their responsibilities in applying the Program and provide

advice on interpreting what is acceptable under the Visual Identity Program.

Government of the Northwest TerritoriesVisual Identity Program Edition 1 September 20032.02

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Introductiontothe

GNWTVisualIdentityProgram

(Approve and endorse Program)CABINET

(Accountable for compliance)DEPUTY MINISTER

(Responsible for compliance)

(Monitor compliance)DEPARTMENT OF EXECUTIVE

DEPARTMENTALCOMMUNICATOR

PROJECT INITIATORWITHIN DEPARTMENT

(Responsible for consulting withdepartmental communicator)

!


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Visual Identity Program Principles and Guidelines

Principles

All rules and guidelines in this manual have been developed in keeping

with the principles of the Visual Identity Program. They provide the

underlying foundation for applying the Program, and will ensure a

strong, consistent, clear and identifiable presence for the GNWT. Theseprinciples are similar to principles used in the visual identities of other

corporations and governments.

All GNWT communications must be easily identified as communications of the territorial

government, through the use of the appropriate approved logo.

The polar bear logo is the approved logo of GNWT departments.

The territorial shield logo is the approved logo of Members of the Executive Council

(Cabinet Ministers), the Department of Executive and Legislative Assembly.

The polar bear and territorial shield logos have supremacy over any other visual

identifiers in government communications. Departmental logos are not permitted.

Program symbols can be used only if approved in advance.

Departmental communications co-ordinators are responsible for ensuring that the Visual

Identity Program is properly applied.

Deputy Ministers are accountable for their department's compliance with the Visual

Identity Program.

The Department of Executive, Corporate Communications and Protocol Division,

manages the Visual Identity Program and monitors government-wide compliance.


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Guidelines

The Visual Identity Program is based on the following general guidelines:

Identification

All GNWT communications materials should be easily identified as being authored by

the government through the appropriate 'branding' of these materials. This is achieved

through the proper application of the polar bear or territorial shield logos, as

appropriate.

Polar Bear and Territorial Shield Logos

The primary polar bear logo and territorial shield logo is the logo incorporating the

Government of the Northwest Territories signature. This is the default logo to be used

on materials produced by the GNWT.

As an alternate to this primary signature, several other authorized signatures may also

be used. Information on these signatures and their use is found in Section 6.

Clear Area

To maintain the integrity of the polar bear and territorial shield logos, the surrounding

area must be kept free of other graphic elements such as type, marks or distracting

background features. This rule applies to logos reproduced in positive, reverse, colour

or black and white versions.


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GNWTVisualIdentityProgram

Example of polar bear

logo clear area.

Example of territorial shield

logo clear area.


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Partnerships

Where the GNWT partners with one or more other organizations on communications, a

GNWT logo must appear whenever and if ever any of the partner organizations' logos

appear. For further information on applying the Visual Identity Program in partnerships,

see Section 4.

Programs Programs of the government may have their own visual

identifiers. Such symbols must be approved by the Visual

Identity Program Deputy Ministers Steering Committee before

they can be used. When program symbols are used they must

be accompanied by the polar bear logo incorporating the

A Program of the Northwest Territories signature. For further

information on using program symbols, see Section 4.

Prominence

The polar bear and territorial shield logos must be positioned where they can be easily

seen, such as the front cover of a publication. They must also be reproduced in a size

large enough to be easily legible for the reader. Minimum acceptable size will vary,depending on the medium.

Size

In general, the polar bear and territorial shield logos, when used on materials to be

professionally printed or reproduced, should be produced no smaller than 35% of the

logo supplied on the enclosed CD ROM, approximately 3/8 (.95cm).

When theA Program of the Northwest Territories signature is used on small items

(e.g. brochures or newsletters), the logo should be no smaller than 1/2 the size of the

program symbol it accompanies, and should be reproduced no smaller than 3/8

(.95cm) high. On large items (e.g. banners, signage or displays) the logo should be

prominently displayed, clearly visible and no smaller than 1/8 the size of the programsymbol.


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Section 3:Visual Identity ProgramHighlights

Approved Logos of the Government of theNorthwest Territories

Do...

Use the appropriate GNWT approved logos, in the proper fashion,

on all communications materials produced by the territorial

government.

Consult with your departmental communications co-ordinator for

advice on how to apply the Visual Identity Program.

Use the CD ROM included with the Visual Identity Manual to ensureyou are using an approved logo and signature.


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Polar bear logo positive black and whiteUsed by government departments and other

government bodies. The GNWT polar beargraphic and text are inblackonly, whenprinting documents with black ink.

Polar bear logo reverse on one colourUsed by government departments and other

government bodies. The GNWT polar bear graphicand text are used inreverse on a dark background.

Polar bear logo positive 2 colourUsed by government departments and other

government bodies. The GNWT polar bear graphicmust be in Process Blueand text inblack.

Polar bear logo positive 1 colourUsed by government departments and

other government bodies. When producingdocuments in a single colour other than

black, the GNWT polar bear graphic andtext can be printed in thesame Pantone

colouras the document.


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Highlights

Territorial shield logo blackUsed by Members of the Executive Council(Cabinet Ministers), the Legislative Assembly

and the Department of Executive, the territorialshield and text are inblackonly when

printing documents with black ink.

Territorial shield logo reverseUsed by Members of the Executive Council(Cabinet Ministers), the Legislative Assembly

and the Department of Executive,the territorial shield and text are

used inreverse on a dark background.

Territorial shield logo 4 colour process(full colour)

Used by Executive Council (Cabinet Ministers)and the Department of Executive, the

territorial shield and text are printed usingthe 4 colour printing process.

When offset printing is not possible (e.g. pins,flags, embroidery, etc.), this logo can also

be printed in Pantone colours:

Reflex blue Pantone 485 red

Pantone 341 green Pantone 123 yellow

black

Territorial shield logo 1 colourUsed by Members of the Executive Council(Cabinet Ministers), the Legislative Assembly

and the Department of Executive. When producingdocuments in a single colour other than black,

the territorial shield and text can be printed in thesame Pantone colouras the document.

Territorial shield logo greenUsed by the Legislative Assembly, the territorial

shield and text are in Pantone 348 green.


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Don't...

...distort ...change the font

...use any elementas an outline

...re-arrange any elementof the logo/signature

...reproduce ina screen

...reproduce so smallas to be illegible

...use the polar bear graphic withoutthe appropriate GNWT signature

...use colours other thanProcess Blue for 2 colour logo

...combine with othergraphic elements

X

...use the polar bear logo withoutthe circle in the background


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Approved Logo Signatures and Their Use

Territorial Shield Logo

Use the logo in full colour on business cards, letterhead and other applications used by or

originating from the Executive Council (Cabinet Members) or the Department of Executive.

Use the logo in Pantone 348 green on business cards, letterhead and other applications

used by or originating from the Legislative Assembly.

Polar Bear Logo

Use the Government of the Northwest Territories signature

when an initiative has government-wide application or when

more than one GNWT department has participated in the

initiative being communicated. This prevents several

different GNWT logos from appearing on a single item. Use

this logo when the logo will be reproduced in such a small

size that departmental signatures will become illegible.

Use the department signature to recognize initiatives

undertaken by a single department whenever possible. Use

the polar bear with the appropriate departmental signature.

The Government of the Northwest Territories Canada

signature is a promotional signature, intended for national

and international audiences. For communication initiatives

with audiences outside the Northwest Territories this logo

signature may be used.

Using Program Symbols

TheA Program of the Northwest Territories signature

must be used whenever an approved program symbol is

used. This program signature must appear on the same

page as, and in proximity to, the program symbol.

Some GNWT programs may have an approved symbol. Before aprogram symbol can be used or initiated, an application for the

program symbol must be submitted, reviewed and approved by the

Visual Identity Program Deputy Ministers Steering Committee.


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GNWT Canada signature

GNWT signature

Example ofdepartmental signature

A Program of the NorthwestTerritories signature


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Section3

VisualIden

tityProgram

Highlights

All program symbols approved by the Deputy Ministers Steering Committee will be

submitted for Cabinet endorsement. The Department of Executive, Corporate

Communications and Protocol Division, is responsible for managing this approval process.

See Section 4 of this manual for further information on applying, obtaining approval for, and

using program symbols.

Partnerships with Other Organizations

Where the Government of the Northwest Territories partners with another organization, a

version of the polar bear logo must appear whenever and if ever any of the partner

organizations logos appear. All logos should have equal prominence. A new symbol can be

used to represent partnership initiatives, in place of the partners individual logos.

It is important to establish an understanding among all partners, before the project

proceeds, regarding how partners logos will be used on communications associated with

the initiative. Your departments communications co-ordinator, or the Department of

Executive, Corporate Communications and Protocol Division, can provide you with advice in

this regard.

See Section 4 of this manual for further information on how the GNWT'S Visual Identity

Program should be applied to projects funded by the Government of the Northwest

Territories or undertaken in partnership with other organizations.

Partnerships with Other GNWT Departments

Use the polar bear logo incorporating the Northwest Territories signature on all

communications materials presented jointly by two or more departments. This prevents

several different versions of the GNWT logos from appearing on a single item.

Section 6 of this manual provides samples of all approved versions of the polar bear andterritorial shield logos. These include the Northwest Territories signature, departmental

signatures and select signatures for regulatory boards of the GNWT. Please consult the

Corporate Communications and Protocol Division for further information regarding approved

logo signatures. These logos are available by department on the enclosed CD ROM in the

following formats: eps, bmp, jpeg, and gif.

As well as showing approved variations of the logos, the examples in Section 7 illustrate

proper use of the polar bear and territorial shield logos in common applications.

Need Help?

If you have questions on how to apply the Visual Identity Program,

please consult your departments communications co-ordinator. Your

departments communications co-ordinator is responsible for ensuring

that the Visual Identity Program is properly applied to all materials

produced by the department.



for the Government of the Northwest Territories, and can also provide

advice and assistance in applying the Program.

?


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Section 4:Program Symbols andPartnerships

Program Symbols

A distinct visual identity can be a valuable part of a well-designed communications strategy.

However, developing a visual identifier is no guarantee of program recognition or effectiveness.

The benefit of a visual identifier comes from establishing recognition value; from being

memorable. This depends on the design of the identifier, how consistently it is used, and

what exposure it receives over a given period of time. The recognition value (called brand

equity) of an identifier, like the polar bear logo, comes from decades of consistent use and the

hundreds of thousands of times the logo has been seen by the public. This kind of brand

equity is built over time, at great expense, and it has great monetary and symbolic value.

The existence of too many symbols is contrary to the purpose of a strong Visual Identity

Program by creating a clutter of competing images that obscure government identity,

authorship and ownership. And every new symbol costs money to develop, implement and

maintain.

The objectives of most GNWT communications initiatives can be met without developing

new visual identifiers. Programs and campaigns can achieve a distinct visual look through

consistent use of typography, format, colour, illustration and other elements of good design

e.g. mastheads, design themes, etc. In GNWT communications, the visual identifier approved

for use is the polar bear logo or, where appropriate, the territorial shield logo.

Departments, divisions and offices of government are not programs and,

as such, cannot have program symbols.

Whats the difference between logos, program symbols and design

themes?

A logo or program symbol is a combination of graphic and signature (words) that are used, over

time, to develop enduring recognition value or brand equity. A program symbol is, for all intents

and purposes, a logo that has been ascribed a specific status under the Visual Identity Program.

As such, a program symbol cannot be used in lieu of the GNWTs official logos. However, with

appropriate approval, a program symbol may be used in addition to the polar bear logo.

Logo

Logos are approved for government-wide use to represent the GNWT or the Legislative Assembly.

Program Symbol

Program symbols are approved for specific use within the organization to represent a program orinitiative of government. It must appear with the polar bear logo with A Program ofsignature.

Design Theme

A design theme is the use of good and consistent design in communications in order to be

visually appealing. It involves much more than a single icon. It is the combination of all graphic

elements, layout, colour and typography that together create a look for a page, poster, or

communications piece. It is not intended to have enduring recognition value. It is not intended to

visually represent an organization. Therefore, mascots or characters, and stylized depictions of

division names or functions, are not design themes.


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Section4

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mbolsandPartnerships

Using Program Symbols

When a program symbol is approved, it will not replace the approved government polar

bear logo. Rather, the program symbol must be accompanied by the polar bear logo

incorporating theA Program of the Northwest Territories signature.

When an approved program symbol is used, it must be accompanied

by the polar bear logo incorporating the A Program of the NorthwestTerritoriessignature. On small items (e.g. brochures or newsletters) the

program signature must appear on the same page as, and in proximity

to the program symbol. It should be no smaller than 1/2 the size of the

program symbol, and should be reproduced no smaller than 3/8

(.95cm) high. On large items (e.g. banners, signage or displays) the

program signature should be prominently displayed, clearly visible

and no smaller than 1/8 the size of the program symbol.

!

Sample flyer cover showing a sample program symbolaccompanied by theA Program of the Northwest Territoriessignature.

PROGRAM

SYMBOL

Haec disserens qua de re agatur et in

quo causa consistat non videt. Non enim

si alii ad alia propensiores sunt propter

causas naturales et antecedentes, idciro

etiam nostrarum voluntatum atque appe-

titionum sunt causae naturales at

antecedentes; nam nihil esset in nostra

potestate si res ita se haberet. Nunc vero

fatemur, acuti hebetesne, valentes imbe-cilline simus, non esse id in nobis, qui

autem ex eo cogi putat ne ut sedeamus

quidem aut ambulemus voluntatis esse, is

non videt quae quamque rem res conse-

quatur. Non enim si alii ad alia propen-

siores sunt propter causas naturales et

antece dentes, idciro etiam nostrarum

voluntary mbulemus voluntatis esse, is

non videt.


quo causa consistat non videt. Nonenim si alii ad alia propensiores sunt

propter causas naturales et ante ced

entes, idciro etiam nostrarum volunta-

tum atque appetitionum sunt causae

naturales at antece dentes; nam nihil

esset in nostra potestate si res ita se

haberet. Nunc vero fatemur, acuti hebet

esne, valentes imbecilline simus, non

esse id in nobis, qui autem ex eo cogi

putat ne ut sedeamus quidem aut

ambulemus voluntatis esse, is non videt

quae quamque rem res consequatur.


quo causa consistat non videt. Non

enim si alii ad alia propensiores sunt

propter causas naturales et antece

dentes, idciro etiam nostrarum volunta-

tum atque appetitionum sunt causae

naturales at antecedentes; nam nihil

esset in nostra potestate si res ita se

haberet. Nunc vero fatemur, acuti

hebetesne, valentes imbecilline simus,non esse id in nobis, qui autem ex eo

cogi putat ne ut sedeamus quidem aut

ambulemus voluntatis esse, is non videt

quae quamque rem res consequatur.


quo causa consistat non videt. Nunc

vero fatemur, acuti hebetesne, valentes

is esse, is non videt quae quamque rem

res quamque rem res.

Flyer Title


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Obtaining Authorization for a Program Symbol

Program symbols used to represent government programs will only be authorized if a

strong communications need can be demonstrated. Before it can be used, a program

symbol must be reviewed and approved by the Visual Identity Program Deputy Ministers

Steering Committee and endorsed by Cabinet.

To facilitate the review and approvals process, departments are encouraged to establish an

internal process for vetting applications. This process should include consultation with the

departmental communications co-ordinator and approval by the Deputy Minister. The

process should be undertaken, and the application submitted, BEFORE a program symbol

is designed. Program symbols already in use by departments prior to the implementation

of this manual must also be submitted for approval to allow for their continued use.

Process for Authorizing Program Symbols

An assessment process is used to identify situations where existing

program symbols may continue to be used and where new program

symbols may be developed, based on clearly defined criteria applied

consistently across government. The Visual Identity Program DeputyMinisters Steering Committee must approve any proposed new program

symbols before they are developed. Therefore, departments should allow

sufficient lead-time in their planning for the approvals process. For new

program symbols, applications should be submitted and considered

BEFOREthe symbols are developed.


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The process for applying

for approval of a program

symbol is as follows:

1. Complete Application for Program Symbol or Application to Retain ExistingProgram Symbol form and submit to Department of Executive, Corporate

Communications and Protocol Division. (Copies of these forms are included in

Appendix 2, on the CD ROM, and are available through the Department of

Executive, Corporate Communications and Protocol Division, and on the

Government of the Northwest Territories website.) It is recommended that the

Deputy Secretary of Communications and Protocol, Department of Executive be

consulted before completing an application form to get advice on whether the

initiative may fit within the criteria for a program symbol.

2. The Visual Identity Program Deputy Ministers Steering Committee will reviewthe application against the established criteria for program symbols (see next

page). The applicant will be advised by the Corporate Communications and

Protocol Division when the Steering Committee will consider the application so

that the applicant can be available should the Steering Committee need

additional details regarding the application.

3. The Steering Committee will determine whether the application for a programsymbol should be declined or approved in principle.

4. The applicant department will be advised of the Steering Committees decision todecline or approve in principle an application for a program symbol.

5. Where an application to develop a new program symbol is approved in principle,the applicant department will be required to return with the proposed symbol

design for approval of the Steering Committee. The purpose of this step is

to ensure that the new visual symbol is consistent with the Visual Identity Program

and that it maintains government standards for professionalism, quality design

characteristics, and is appropriate for its intended use.

6. Once a proposed program symbol receives approval from the SteeringCommittee, the symbol will be submitted for Cabinets information by the Premier.

7. Following Cabinets acceptance, the applicant department will be advised andcan begin using the new program symbol at that point.

The Department of Executive, Corporate Communications and Protocol Division, is

responsible for receiving and processing applications for program symbols, for

preparing the related Cabinet submissions and for advising departments on the status

of their applications.


Section4

ProgramSy



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Section4

ProgramSy


Partnerships

Partnerships with Other Organizations

The GNWT is often involved in partnerships with private entities and other governments.

As well, the territorial government also provides funding for initiatives undertaken by other

organizations.

In these instances, the polar bear logo can and should be properly used to identify the

GNWT's involvement in a project or to indicate that the GNWT is one of a number of

partners participating in a project.

When the GNWT enters into partnership or funding arrangements with other organizations,

an agreement should be established between the partners regarding the use of the

partners logos before any communications materials, signage, etc., are created. The

agreement should detail how the partner organizations agree to sign their organizations

names.

The following criteria should guide GNWT employees on the appropriate use of the GNWT

polar bear logo in such circumstances:

Where the GNWT partners with one or more organizations, the GNWT's polar bear logo

must appear whenever and if ever any of the partner organizations logos appear.

Logos should be displayed with equal size and prominence.

Where the GNWT funds an initiative of another organization, the GNWT's polar bear

logo must appear on promotional, communications or other materials related to the

project.

Where the number of partners involved in a project makes it impossible or impractical to

include all partner logos, logos may be omitted in favour of developing a single logo for

the partnership initiative. If the development of a distinct visual symbol for the partner-

ship initiative is considered in lieu of displaying all partners logos, please advise the

Department of Executive, Corporate Communications and Protocol Division, as early as

possible and preferably prior to the development of a joint logo. Any such distinct visual

identifiers cannot alter or amend the polar bear logo or graphic in any way.

The polar bear logo or graphic can only be used with the permission of the GNWT. It is

a registered trademark and its use is regulated. Use or alteration of the polar bear logo

or graphic without permission may constitute trademark infringement under the federal

Trade-marks Act and Trade-marks Regulations (1996).


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Please seek the advice of your departments communications co-ordinator, or the

Department of Executive, Corporate Communications and Protocol Division prior to the

development of any communications or promotional materials prepared jointly with outside

agencies or organizations.

BrochureTitleBrochure Sub Title

Haec disserens qua de re agatur et in quo

causa consistat non videt. Non enim si alii ad

alia propensiores sunt propter causas natu

rales et antecedentes, idciro etiam no straru.

PosterTitle

SAMP

LEON

LY

SAMP

LEON

LY

Sample brochure cover and poster showing a partnership between aGovernment of the Northwest Territories department and another organization.

BHP Billiton and NWT Power Corporation logos used with permission.


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Section 5:Other Approved Symbolsof the GNWT

In addition to the approved logos of the GNWT (i.e. the polar bear logo and the territorial

shield logo) and program symbols that are approved under this Visual Identity Program,

there are other visual identifiers in use as approved symbols of the GNWT. These fall

outside of the Visual Identity Program and are grouped into two categories: logos

associated with the visual identity of the Legislative Assembly and official symbols of the

Northwest Territories.

Visual Identity of the Legislative Assembly

The Legislative Assembly uses the territorial shield logo, in

green, in accordance with the provisions of the Visual Identity

Program contained in this manual.

The Legislative Assembly also uses other visual identifiers.

Examples of these are:

The graphic representation of the Mace for use by the

Office of the Speaker of the Legislative Assembly

The Legislative Assembly building logo, for use by the

Office of the Clerk of the Legislative Assembly

The Legislative Assembly reserves the right to use these visual

identifiers in accordance with whatever provisions the Legislative

Assembly establishes, either in writing or by convention. The

Legislative Assembly also reserves the right, at its discretion,

to discontinue the use of these identifiers or to establish othervisual identifiers for its use.

For more information on the visual identity of the Legislative Assembly,

please contact the Public Affairs and Communications Advisor with the

Office of the Clerk of the Legislative Assembly.


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A graphic representationof the Mace

The Legislative Assembly building logo

?


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Official Symbols

The Legislative Assembly of the Northwest Territories has adopted several official symbols

for the Northwest Territories. These include the following:

Official symbols of the Northwest Territories are not governed by the

Visual Identity Program.

Stewardship over the official symbols of the Northwest Territories rests with the Office of the

Clerk of the Legislative Assembly.

For more information on the official symbols of the Northwest

Territories, or for permission to use them, please contact the Legislative

Assemblys Public Affairs and Communications Advisor.


Section5

OtherApprov

edSymbolsoftheGNWT

!

?

Bird gyrfalcon

Mineral gold

Tree tamarack

Tartan Northwest TerritoriesCanadian District Tartan

Flower mountain aven

Seal

Fish grayling

Flag

Gem diamond Coat of Arms


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English French

Black and white

2 colour

Reverse black and white

Black and white

2 colour


?

When producing documents in a single colour, other than black, the GNWT polar bear logo canbe printed in the same Pantone colour as the document (see example on page 3.01).

Need Help?

If you have questions on how to apply the Visual Identity Program,please consult your departments communications co-ordinator. Your






for the Government of the Northwest Territories, and can provide


Section 6:Approved Logo Formats andSignatures

Government of the Northwest Territories withPolar Bear Graphic


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Section6

ApprovedLog

oFormatsandSignatures

English French

Black and white

4 colour


Black and white

4 colour


?

When producing documents in a single colour, other than black, the GNWT territorial shield logo canbe printed in the same Pantone colour as the document (see example on page 3.02).

Need Help?









Government of the Northwest Territories withTerritorial Shield Graphic


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Black and white

2 colour


Black and white

2 colour


?


Need Help?









Northwest Territories Canada


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Section6

ApprovedLog


English French

Black and white

2 colour


Black and white

2 colour


?


Need Help?









A Program of the Northwest Territories

TheA Program of the Northwest Territories signature must be used whenever an approved

program symbol is used. This program signature must appear on the same page as, and in

proximity to the program symbol.


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Black and white

2 colour


Black and white

2 colour


?


Need Help?









Government of the Northwest TerritoriesVisual Identity Program March 2007Update

Aboriginal Affairs and Intergovernmental Relations


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Section6

ApprovedLog


English French

Black and white

2 colour


Black and white

2 colour


?


Need Help?









Education, Culture and Employment


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Black and white

4 colour


Black and white

4 colour

4 colour 4 colour


?


Need Help?









Executive

Executive Council

The Executive Councilsignature is used only on Cabinet letterhead. (See page 7.04.)


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Black and white

2 colour


Black and white

2 colour


?


Need Help?










Environment and Natural Resources


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Section6

ApprovedLog


English French

Black and white

2 colour


Black and white

2 colour


?


Need Help?









Finance


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A d L

F t d S i t

English French

Black and white

2 colour


Black and white

2 colour


?

Need Help?










4 colour 4 colour

When producing documents in a single colour, other than black, the GNWT polar bear logo, or the

Territorial Shield, can be printed in the same Pantone colour as the document (see example on page 3.01).

Financial Management Board Secretariat

Financial Management Board


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Section6

ApprovedLog


English French

Black and white

2 colour


Black and white

2 colour


?


Need Help?









Health and Social Services


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Black and white

2 colour


Black and white

2 colour


?


Need Help?










Human Resources


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Black and white

2 colour


?


Need Help?









Justice


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Section6

ApprovedLog


English French

Black and white

1 colour


Black and white

1 colour


?


Need Help?









Legislative Assembly of the Northwest Territories


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Black and white

2 colour


Black and white

2 colour


?


Need Help?









Municipal and Community Affairs


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Section6

ApprovedLog


English French

Black and white

2 colour


Black and white

2 colour


?


Need Help?









Public Works and Services


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Section6

ApprovedLog


English French

Black and white

2 colour


Black and white

2 colour


?


Need Help?









Transportation


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All of the guidelines associated with departmental signatures also applyto these signatures.!


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Section 7:Application of Logos

This section illustrates how the Visual Identity Program can or should be applied to

common communications materials. How the polar bear or territorial shield logos areapplied is prescribed for some materials, such as government stationery. Other materials,

such as brochures and fax cover sheets, allow more flexibility in how the logo is

incorporated.

Materials With Prescribed Formats

The following materials produced by and for government must follow the prescribed look

and logo positioning shown in the samples that follow:

Letterhead

Business cards

Envelopes

Print advertising

Signage

Web pages

It is recommended that departments make use of the appropriate Standing Offer

Agreement, to ensure that government stationery complies with the Visual Identity

Program. For information about Standing Offer Agreements, contact your department's

communications co-ordinator, the Department of Executive, Corporate Communications

and Protocol Division or the Department of Public Works and Services.


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Section7

App

licationofLogos

Government of the Northwest Territories, Bag Service No. 1, Inuvik, NT Canada X0E 0T0

On allletterhead

the logolettering

'NorthwestTerritories'

is 1"(2.5cm)

wide.

Logo sits 3/4"(1.9cm) down

from thetop and 1"(2.5cm) in

from the left-hand side.

The base ofthe centred

address linesits 1/2"

(1.3cm) upfrom the

bottom andis 8 pt.

Avant Garde.

The recycledlogo sits 1"

(2.5cm)in from theright-hand

side and1/2" (1.3cm)

up fromthe bottom.

It is 1/4"(.635cm)

high.

Example of departmental letterhead.

Materials With Prescribed Formats Letterhead

All departmental letterhead must use the format illustrated in this example.


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Government of the Northwest Territories, P.O. Box 1320, Yellowknife, NT Canada X1A 2L9

On allletterhead

the logolettering


is 1"(2.5cm)

wide.






(1.3cm) upfrom the

bottom andis 8 pt.

Avant Garde.




up fromthe bottom.

It is 1/4"(.635cm)

high.

Example of Department of Executive letterhead.


All Department of Executive letterhead must use the format illustrated in this example.


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Section7

App

licationofLogos


On allletterhead

the logolettering


is 1"(2.5cm)

wide.






(1.3cm) upfrom the

bottom andis 8 pt.

Avant Garde.




up fromthe bottom.

It is 1/4"(.635cm)

high.

Example of Executive Council letterhead.


All Executive Council letterhead must use the format illustrated in this example.


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On allletterhead

the logolettering


is 1"(2.5cm)

wide.






(1.3cm) upfrom the

bottom andis 8 pt.

Avant Garde.




up fromthe bottom.

It is 1/4"(.635cm)

high.

Example of Legislative Assembly letterhead.


All Legislative Assembly letterhead must use the format illustrated in this example.


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Section7

App

licationofLogos

Example of departmental business card.

Name HereTitle

Division

Department name

Tel: (000) 000-0000

Fax: (000) 000-0000

Email: [email protected]

Government of the

Northwest Territories

P.O. Box 1320

Yellowknife, NT

Canada X1A 2L9

Tel: (000) 000-0000

Fax: (000) 000-0000

Email: [email protected]

Legislative Assembly of

the Northwest Territories

P.O. Box 1320

Yellowknife, NT

Canada X1A 2L9

Name HereTitle

7/9 pt. Avant Garde

8/9 pt. AvantGarde Medium

7/9 pt. Avant Garde


one line space

On all business cards,the logo lettering

'Northwest Territories'is 3/4" (1.9cm) wide.

Business cardclearance margin

is always 1/4"(.635cm) on all sides.

7/9 pt. Avant Garde7/9 pt. Avant Garde

On all business cards,the logo lettering

'Northwest Territories'is 3/4" (1.9cm) wide.

Business cardclearance margin

is always 1/4"(.635cm) on all sides.

7/9 pt. Avant Garde

7/9 pt. Avant Garde


Materials With Prescribed Formats Business Cards

No other logos are to appear on GNWT business cards.

Any additional text (e.g. a translation) is to appear on the reverse side.

Additional contact information (e.g. cellular numbers) can be added at the

discretion of the business card holder.

Text size for contact information is recommended.

Use only the name of the department in the right hand copy block. For example,

use Finance, not Department of Finance.

Example of Legislative Assembly business card.

example of a corporate id. manuel (gnwt vip manual)

Documents