sudbury: canada’s resourceful city brand...

Sudbury: Canada’s Resourceful City Brand Abstract

Since the amalgamation of the City of Greater Sudbury in 2000, there has been no consistent brand

for the purposes of economic development. It was determined that developing a specific brand

designed to differentiate Greater Sudbury by focusing the new brand on our competitive

advantages was required to help staff better market Greater Sudbury’s value to the global markets

Sudbury competes in.

The brand, Sudbury: Canada's Resourceful City is indicative of the unique character of economic

development in Greater Sudbury and will be effective in enabling the GSDC to genuinely connect

with target audiences and stand out amongst competitors in the global economic landscape.

In the spring of 2013, the GSDC began working with local experts in brand development. Interviews

with business and community stakeholders were an integral part of the brand research. During the

consultation process it was challenging managing the many different perspectives presented. It was

also difficult at times to get support for the direction the new brand was taking.

By testing the brand with various audiences and stakeholders, we were able to validate the brand

and move forward with implementation.

Target Audiences include:

Mining Technologies – Address the current and future productivity, efficiency and safety

needs in all aspects of the global mining sector.

Clean Tech (Water) – Includes the use of fish, algae and water-based organisms to create

new products in environment, medical and manufacturing processes.

Advanced Manufacturing (Robotics) – The design, construction, operation and application of

automated products.

Business Services (Data Centres) – Networked computer servers for remote storage,

processing, or distribution of large amounts of data.

Tourism (Business Tourism) – Is the provision of facilities and services to delegates who

attend meetings, congresses, exhibitions, business events, incentive travel and corporate

hospitality.

Brand & Visual IdentityGreater Sudbury Development Corporation (GSDC)

The sub-brand for tourism was developed from the main brand. The logo depicts a mosaic that expresses our community’s colourful diversity drive, and heritage. The maple leaf motif defines our national ambition. A kaleidoscope of fresh, vibrant colours conveys confidence and trustworthiness. The typography was designed in all lower case to portray a friendly, welcoming, and casual atmosphere.

The tourism tagline has been created with a custom typeface to celebrate who we are. Living at the cross-roads of nature and urbanism, we are a modern, culturally rich community that boasts world-renowned attractions, live theatre, art galleries, many festivals, and countless tourism amenities that all contribute to making Sudbury one of Ontario’s popular go-to destinations.

Sub-brand

Canada’s Resourceful City is the new brand for economic development in Sudbury. It represents a modern, technologically advanced city that boldly faces challenges with tenacity, resilience and resourcefulness.

Invest SudburyWe do it in our own way, drawing upon our available resources, and attracting those we need. We are a hub of mining innovation. We are a centre for education and research in the areas of rural and northern medicine, fresh water ecology, and cancer treatment. We are a cultural gem, boasting art galleries, live theatre, a symphony orchestra, an international film festival, and countless other festivals year-round.

Let’s celebrate who we are.

We are a modern, technologically advanced city with a thriving professional population, living at the cross-roads of nature and urbanism.

Brand Personality

We are northerners.

We relate to the geography. The northern spirit courses through our veins.

We are building confidence and overcoming our inferiority complex and replacing it with a sense of pride and uniqueness.

We are developing a “new frontier” mentality.

We are resilient – through many downturns we have always responded with positive, forward-looking initiatives.

We are innovative – we have harnessed our natural resources (minerals/landscape/environment/people) to create something new and unique.

Brand Values

Boldly facing the many challenges our community has encountered, the one constant has been our resourcefulness – our ability to gather together, to take a leap of faith, to be innovative, optimistic, and tenacious – even when others have all but written us off.

We are optimistic, opportunistic, driven risk takers.

We are…

Brand Essence

2

Core Stationery

Billboards

1-800-708-2505www.investsudbury.ca

That’s the estimated historic economic impact of mining in Sudbury for the last 100 years. Sudbury is the largest integrated mining complex in the world and one of the most productive, technologically advanced mining centres on the planet and we have only just begun.

Here’s to the next 100 years!

One Trillion dollars.

Ads

3

There’s no better place to magnify passion for science.

sudburytourism.ca

Mining is tough. So are we.mining innovation is happening here...

That’s why you need Sudbury! As the world gets more connected, competition is getting stronger. To thrive, you need to be part of the largest, most productive, technologically advanced integrated mining camp in the world. We have been leading the mining industry for over 100 years and we are more dedicated than ever to fighting to maintain our powerhouse status. If you’re into mining and need the expertise from the biggest names in mining; Sudbury has your back.

1-800-708-2505www.investsudbury.ca

Websites InvestSudbury.ca

SudburyTourism.ca

4

Social MediaTwitter

Facebook

5

11x17 double sided brochure

6

Kiosk

1-866-451-8525 sudburytourism.ca

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Graphic Standards Manual 2014

GSDC Graphic Standards Manual 2014 2

Contents

Introduction ........................................................................................ 3

Visual Identity Logo .............................................................................................. 4 Wordmark ..................................................................................... 4 Positioning Statement .................................................................. 4

Guidelines Safe Zone ...................................................................................... 5 Minimum Size ............................................................................... 5 Implementation ............................................................................ 5 Proper and Improper Usage ........................................................ 6 Typography ................................................................................... 7

Applications Full and Single Colour ................................................................. 8

Colour Colour Palette .............................................................................. 9

Brand Adaptation OfficialLanguages ..................................................................... 10 Horizontal Application ................................................................ 10

Core Stationery Letterhead .................................................................................. 11 Envelope ..................................................................................... 13 Business Card ............................................................................ 14

Sub Brands Tourism Division ......................................................................... 15 Regional Business Centre .......................................................... 15

Brand Support Imagery ...................................................................................... 16 Messaging .................................................................................. 16

Advertising Standards ...................................................................... 19

Online Standards Website ....................................................................................... 20 Email Signature .......................................................................... 20

Multimedia Standards ...................................................................... 21

Presentation Standards .................................................................... 22

Merchandise ..................................................................................... 23


Introduction

This Graphic Standards Manual provides guidelines on how to properly utilize the visual identity of Greater Sudbury Development Corporation (GSDC). It is important that each time the public comes in contact with the institution the identity is communicated in consistent visual terms, whether it is portrayed on signage, letterhead, website, outdoor or other forms of advertisements.


Visual Identity

The GSDC visual identity is comprised of three parts, a logo (symbol), a wordmark and a positioning statement.

LogoThe GSDC marketing brand logo depicts a mosaic that expresses our community’s colourful diversity, drive, and heritage. The maple leafmotifdefinesournationalambition.Akaleidoscopeoffresh,vibrantcoloursconveysconfidenceandtrustworthiness.

WordmarkThe GSDC marketing brand wordmark has been created with a custom typeface to express the uniqueness of our community. The typography was designed in all lower case to portray a friendly, welcoming, and casual atmosphere.

Positioning StatementBoldly facing the many challenges our community has encountered, the one constant has been our ability to gather together, to take a leap of faith, to be innovative, optimistic, and tenacious. Sudbury is Canada’s resourceful city.

All three parts of the visual identity should appear together in the prescribed layout whenever possible.


Guidelines

Safe ZoneTo prevent clutter and infringement upon the space occupied by the logo, a safe zone equal to the width of the letter ‘S’ must be maintained around the entire logo.

Minimum SizeA minimum width of 2 cm (or 3/4”) is required to ensure all elementsareclearlydefinable.

ImplementationThe logo must be present on all GSDC public material, digital or print. The logo must be placed on the cover or front page of all print documents following the safe zone guidelines. If in the presence of other logos, the GSDC logo should be placed on either extremity of the list of logos.

Variousfileformatsofallversionsofthevisualidentityareavailable from the GSDC database. For professionally created materials,.epsfilesmustbeused.InternalMSOfficedocumentsshoulduse.jpegfiles(pleasetakenoteoftheimproperusageexamples on page 6). Online applications may use either .jpeg or .pngfiles.

2 cm


Guidelines

Proper UsageIn order to maintain the integrity of the logo in all of its applications, it is imperative that it is used correctly with its proper colour palette and not physically distorted in any way.

Improper UsageDo not physically stretch, squeeze, skew or otherwise distort the logo proportions. Do not remove any text. Do not use unapproved colour palettes. Do not add boxes or other graphic elements. Do not substitute the typeface.

Proper Usage

Improper Usage


Guidelines

TypographyThe GSDC marketing brand wordmark has been created with a specially designed custom typeface (EcoDev). All of the typography in the wordmark and positioning statement is displayed in lower case only. Upper case characters and numerals have been designed to complete the type set, however, their usage is reserved for limited applications such as main titles.

Secondary TypographyThe typeface selected to complement that of the custom wordmark is DIN Condensed Bold. It should be used for all physical supporting text. For internal administrative documentation, the font substitution may be Ariel Narrow Bold. Font size is at the discretion of the designer, however, a minimum body text size of 7pt and an average body text size of 10pt should be respected. Headlines always appear in upper and lower case with punctuation. Headlines may appear in any of the colours of the prescribed palette.

EcoDev

DIN Condensed Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%&*°?().,:;’‘”“


Applications

Full ColourThe full colour presentation of the logo is its strongest application and should be utilized whenever possible.

Single ColourAnother strong substitute for the full colour logo is a solid black or solidwhiteapplication.Whencolourisnotpermittedorconflictswith the background, a solid black or white application of the brand may be used.

Inbothsolidapplications,afinekeylineisintroducedtodefineeach of the triangular facets.


Colour

Colour PaletteDisplaying the visual identity in full colour optimizes its effectiveness.

Therearenospecificallyassignedsolidspotcolours.Processcolour (CMYK) must be used for the full colour application.

CMYK 100 100 0 0RGB 49 39 131HEX 312783

CMYK 100 10 0 0RGB 0 161 228HEX 0095DB

CMYK 100 100 0 20RGB 0 130 55HEX 008237

CMYK 100 0 60 0RGB 0 153 130HEX 009982

CMYK 75 0 75 0RGB 47 172 102HEX 2FAC66

CMYK 60 0 100 0RGB 118 184 42HEX 76B82A

CMYK 0 50 100 0RGB 243 146 0HEX F39200

CMYK 0 70 100 0RGB 236 102 8HEX EC6608

CMYK 30 0 100 0RGB 200 212 0HEX C8D400

CMYK 0 20 80 0RGB 255 206 68HEX FFCE44


Brand Adaptations

OfficialLanguagesThe GSDC marketing brand includes logo presentations in both officiallanguages,EnglishandFrench.Respectivelanguagesareused separately, as a fully bilingual brand is too cumbersome.

Horizontal ApplicationCertain instances may arise that limit the amount of vertical space available to adhere to the prescribed minimum size of the master brand. In those very rare applications a horizontal version of the logo may be used, albeit, sparingly.


Core Stationery

LetterheadCurrent printing technology removes many of the restrictions previously imposed in colour applications. Digital printing allows for economical full colour reproduction of the logo. The diagram to the right is a scaled representation of the English version letterhead showing margins, logo and type placement and size. To further support the logo mosaic motif, a large watermark is placed at the bottom right of the letterhead with the alignment as shown in the diagram. The watermark is a 10% ghost of the full intensity logo.

The letterhead is a standard 8 1/2” x 11” sheet.

1”

2 1/2”

1”

1/2”

safe

zone

type alignment7/8.4 DIN Condensed Bold

text alignment9/10.8 DIN Condensed Bold

1”

1 1/8”

1”

Greater Sudbury Development Corporation200 Brady Street, Sudbury ON Canada P3A 5P3705 674 4455 (toll free) 1 800 708 2505www.canadasresourcefulcity.ca

0 Montes 0000

Lorem Ipsum0000 Curabitur BlanditTempus, Porttitor00000

Aenean Euleoquam,

Pellentesque ornare sem lacinia quam venenatis vestibulum. Curabitur blandit tempus porttitor. Aenean lacinia bibendum nulla sedconsectetur. Curabitur blandit tempus porttitor. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cum sociis natoque penatibuset magnis dis parturient montes, nascetur ridiculus mus. Integer posuere erat a ante venenatis dapibus posuere velit aliquet.

Praesent commodo cursus magna, vel scelerisque nisl consectetur et. Morbi leo risus, porta ac consectetur ac, vestibulum at eros.Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor auctor. Nulla vitae elit libero, a pharetra augue. Maecenas faucibusmollis interdum. Donec ullamcorper nulla non metus auctor fringilla.

Nullam quis risus eget urna mollis ornare vel eu leo. Aenean lacinia bibendum nulla sed consectetur. Cras mattis consectetur purussit amet fermentum. Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Aenean laciniabibendum nulla sed consectetur. Praesent commodo cursus magna, vel scelerisque nisl consectetur et. Vivamus sagittis lacus velaugue laoreet rutrum faucibus dolor auctor. Donec sed odio dui. Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam id dolor id nibh ultricies vehicula ut id elit. Donec sed odio dui.Nullam id dolor id nibh ultricies vehicula ut id elit. Donec ullamcorper nulla non metus auctor fringilla. Praesent commodo cursusmagna, vel scelerisque nisl consectetur et.

Cum sociis natoque,

Penatibus EtmagnisDis parturient montesNascetur ridiculus mus.


Core Stationery

French LetterheadThe diagram to the right is a scaled representation of the French version letterhead. It adheres to the same prescribed specificationsasdoestheEnglishversion.

Société de développement du Grand Sudbury200, rue Brady, Sudbury ON Canada P3A 5P3705 674 4455 (sans tarif) 1 800 708 2505www.villeingenieuseducanada.ca


Core Stationery

EnvelopeThe diagram to the right is a scaled representation of the English version #10 business size envelope (9 1/2” x 4 1/8”) showing margins, logo and type placement and size. The quiet zones indicated are no print zones as prescribed by Canada Post.

2”

quiet zone

text alignment9/10.8 DIN Condensed BoldLorem Ipsum

0000 Curabitur BlanditTempus, Porttitor00000

1/2”

safe

zone

centr

e line

safe zone

1”

4 3/4”

1 1/8”

Greater Sudbury Development Corporation200 Brady Street, Sudbury ON Canada P3A 5P3

quiet zone


Core Stationery

Business CardThe diagram to the right is a full size representation of the English version business card showing margins, logo and type placement and size and the French equivalent. The business card is a standardized 3 1/2” x 2”. The reverse side of a unilingual card reinforces the brand with an enlarged detail of the multi-faceted logo portion of the brand, with full bleed. In the case of bilingual card applications, the English appears on one side and the French on the other side of a single card.

1 1/8”

15/32”

safe

zone

safe

zone

safe

zone

safe zone

safe zone

type alignmentDIN Condensed BoldName: 9/10.8 All other text: 7/8.4

NAMETitle

City of Greater Sudbury200 Brady Street, Sudbury ON Canada P3A 5P3705 674 4455 #4611 (toll free) 1 800 708 2505

[email protected]

NOMTitre

Ville de Grand Sudbury200, rue Brady, Sudbury ON Canada P3A 5P3705 674 4455 #4611 (sans tarif) 1 800 708 2505

[email protected]


Sub Brands

The GSDC is comprised of several departments. Sub brand adaptations will be developed as the need arises. The prescribed branding standards apply.

Tourism DivisionThe Tourism Division sub brand replaces the primary positioning statement with “Scenic sights. Urban delights.”

Regional Business CentreThe Regional Business Centre sub brand replaces the primary positioningstatementwithitsidentifier.


Brand Support

ImageryThe brand must be supported by real, believable imagery depicting thecommunityinapositivelight.Dependingonthespecifictarget audience, images should be used that are demonstrative of Sudbury’s natural surroundings, recreation, diverse industry, ecology, culture and the real people who call this city home. Images may be used to reinforce key messages.

When full bleed, full colour images are used, the reverse (solid white) version of the visual identity should be placed on a uniform backgroundthatprovidessufficientcontrast.

MessagingThe brand may be supported by bold statements about Sudbury. The headlines may or may not be complemented by key points of interest.

Together, imagery and messaging must represent the community inaconfident,matter-of-factwaythatboastswhatithastooffer.

Sudbury. Downtown. 6:15 am.

Sudbury is home to Canada’s premierFresh Water Ecology Research Centre

We continueto shapethe waywe liveup here

We have changed the landscape for the better.

Sudbury is an internationally recognized leaderin remediation and regreening.


We have a healthy outlook.

Sudbury is home to the Northern Ontario School of Medicine, Canada’s latest and most innovative medical school.

Mining innovationis happening here.

Sudbury has the largest concentration of mining expertise in the world.

We set the scene to succeedin many areas of business.

Sudbury is building a prosperousand expanding film industry.

Brand Support

Imagery | Messaging


We are a centrefor arts and culture.

Sudbury boasts Canada’sfourth largest film festival andits longest running folk festival.

We celebrateour past.

We are optomisticabout our future.

Brand Support

Imagery | Messaging


Advertising Standards

Alladvertisingmustbedevelopedtotargetspecificaudiences.Recruiting skilled labour professionals, for example, will carry a different message than promoting tourism activities.

All advertising must contain real, believable imagery depicting the community in a relevant manner. Whenever possible, the advertising should be in full colour. Imagery should occupy the majority of the space, with only the most important messaging used in a limited, hierarchical way: headline; subhead; body text. Whereindustryspecificcontentisrequired,everyeffortshoudlbe made to write in the proper vernacular. The advertising must always point the reader to more information online.

The visual identity must be present in the lower left corner of all advertising, and must respect the prescribed safe zone.

Why shoot in Sudbury?Sudbury is home to a new, fully equipped, dynamic and expanding film industry.

Sudbury’s fledgling film industry is thriving, with more than thirty productions already in the can. We’re loaded with unique natural, residential and industrial locations and we’re stacked with hip studio space. We’ll wave the permits; we just want you here! We’ll facilitate scouting, casting, logistics… and night life. We can even find you funding options and tax credits.

But the number one reason to shoot in Sudbury is… we’re simply magnificent people!

We invite you to be a part of the success of our city’s blossoming film industry.

Visit filminsudbury.com for more information.


Online Standards

WebsiteDue to the nature of the prescribed space on the website template, the alternate horizontal representation of the visual identity should be used in the masthead. The safe zone must be respected.

The mutlifaceted leaf motif can be used with a variety of ghosted embedded images depicting real, believable redisents of our community. It may also be used sparingly in solid colour as a web icon to bullet certain points or highlights.

Email SignatureThe minimum size requirments for the full logo must be respected intheemailsignature.Thelogoappearsfirst,withtherespectivecontact information of personnel to follow. The alternate secondary typeface, Ariel Narrow Bold, must be used in the email signature. It is recommended that the Ariel Narrow family of typefaces be used in the composition of the body of the email.

NameTitle705 674 4455 x0000www.greatersudbury.ca


Multimedia Standards

When tagging a video production, or introducing the brand on visually dynamic photographic backgrounds, the reverse (solid white) version of the identity should be prominently displayed in a suitable, balanced position on the screen. A slight transparent drop shadow may be introduced to provide a more uniform foundation for the identity.


Presentation Standards

For presentations assembled internally (e.g. PowerPoint), all prescribed branding standards must be adhered to. In the interest of reinforcing the brand, it is recommended that background coloursbeselectedfromtheofficialcolourpalettethatprovidesufficientcontrastforthetext.Thesamplesshowninthediagramrepresent typical title page, text page, chart page and full frame photographic page templates.

Intheabsenceoftheofficialsecondarytypeface,DINCondensedBold, the alternate typeface, Ariel Narrow Bold, may be used.

Title ofpresentation

Title of slide topic

Cras justo odio, dapibus ac facilisisin, egestas eget quam.

Vestibulum id ligula porta feliseuismod semper.

Cras mattis consectetur purus.

Title of chart


Merchandise

Opportunities for building brand equity will grow as the the visual identity proliferates. There is a certain amount of liberty that can be taken with the identity when it is applied in different capacities on apparel, although each incarnation should be approved before production of any sort.

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