Table of Contents. Government of Newfoundland and Labrador Graphic Standards Manual. Graphic Standards

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1 Graphic Standards

2 Table of Contents Graphic Standards Four Colour Brand Signature Master Artwork... 1 The Brand Signature ~ Overview... 2 Department Logos... 4 Special Brand Signatures... 6 Measurement and Re-sizing... 7 Protection Area... 8 Small Use Brand Signature... 9 Minimum Size... 9 Brand Signature ~ Pantone and Four-Colour Reproduction Brand Signature ~ Pantone and Four-Colour Reproduction (REVERSED) Brand Signature ~ Single Colour with Tint Reproduction Brand Signature ~ Single Colour on Dark Backgrounds Protecting the Brand Signature Supporting Typeface Colour Palette... 18

3 Four Colour Brand Signature Master Artwork (for use at all sizes greater than or equal to 1 inch wide) Note: the dotted line is not part of the Brand Signature, but only represents the minimum protection space. Do not alter the brand signature in any way. 1

4 The Brand Signature ~ Overview The Brand Signature consists of two elements: the unique lettering of the words Newfoundland and Labrador, and the integrated stylized Pitcher Plant graphic fl ower. The relationship between the two elements is fi xed and must never be altered. Reproduction in colour on a white background is always preferred wherever possible (see page 10 onwards for Pantone, four-colour process, one and two-colour, ANPA- COLOR, and RGB reproduction specifications). Publications will determine which version of the Brand Signature to apply. Use on white paper stock for stationery, printed items, promotional items, and light coloured vehicles. Use when printing on an approved darkcoloured background (see page 11). Use for black and white newspaper advertising, fax cover sheets, and other media where colour cannot be achieved but 30% and 70% tints can be reproduced. Use when screens and tint cannot be reproduced. 2

5 Use when the Brand is being used outside Canada. Use when the Brand is being used in French language situations. Use when the Brand is being used in French language situations outside Canada. 3

6 Department Logos When the Brand Signature is accompanied with department names the following design standards must be followed. The illustrated examples are based on the Brand Signature at 5. All the other uses should be proportionally enlarged or reduced. All department logos are available on CD. The department can produce the logo in a variety of ways: 5" 0.65" Tourism, Culture and Recreation ITC Franklin Gothic - Demi - 25pt Colour Colour Reversed Black and White Black and White Reversed Grey-Scale Note: Department logos are not to be used on stationery or forms. 4

7 Department Logos (continued) Department logos have been developed for each government department as well as a number of branches and agencies, boards and commissions. Following are the existing versions, all available on CD. Government Departments Business Education Environment and Conservation Executive Council Finance Fisheries and Aquaculture Government Services Health and Community Services Human Resources, Labour and Employment Innovation, Trade and Rural Development Justice Labrador and Aboriginal Affairs Municipal Affairs Natural Resources Tourism, Culture and Recreation Transportation and Works Branches/Offices/Secretariats Cabinet Secretariat Intergovernmental Affairs Offi ce of the Chief Information Offi cer Public Service Secretariat Rural Secretariat Women s Policy Offi ce Agencies, Boards and Commissions Fire and Emergency Services Government Purchasing Agency Housing Labour Relations Agency Labour Relations Board Public Service Commission Note: Department logos are not to be used on stationery or forms. 5

8 Special Brand Signatures Embroidery Logo When the Brand Signature is embroidered on wearables such as jackets, T-shirts and ball caps, a special fi le has been designed to accommodate this process. When using the embroidery logo match colour treads to Pantone numbers. Engraving/Embossing Logo When the Brand Signature appears on glass, metal or stone, an engraving/embossing logo has been designed to accommodate the particular requirements of that process. Engraving/Embossing Logo PANTONE 294C PANTONE 485C Embroidery Logo PANTONE 715C PANTONE 362C White 6

9 Measurement and Re-sizing Precise and consistent measurement of the Brand Signature is best achieved by measuring horizontally from the outside left edge of the letter N in Newfoundland, across to the outer right serif edge of the letter d. When resizing the Brand Signature, always ensure that it is scaled proportionately. As a check, the vertical measurement should always be ½ the horizontal measurement. If this 2:1 ratio is off, the Brand Signature will appear horizontally or vertically skewed, leading to an unacceptable appearance (as illustrated below). Horizontal measurement 7

10 Protection Area So that the Brand Signature can stand out clearly in any situation or application, it should be reproduced with as much surrounding clear space as possible without looking unnatural or isolated. Allow a minimum space around all the elements equal to the height of the letter L in Labrador. Visually, this means there will always appear to be more clear space above the entire Brand Signature, adding impact to its presentation. 8

11 Small Use Brand Signature Because of the unique details within the Brand Signature design, particularly in the stylized fl owers, fl ower stems, and lettering style, it is important to reproduce everything as clearly as possible. In the majority of printing processes it is recommended that the Brand Signature is reproduced equal to or greater than 1". At widths of less than 1", subject to a minimum width of.5" and only in those special cases, the Small Use Brand Signature must be used. This Brand Signature must never be used at larger reproduction sizes. The method of measurement and protection area for the Small Use Brand Signature is the same as for all others (see page 8). Minimum Size When the Brand Signature is reproduced at widths less than 1", and particularly at the minimum width of.5", great care should be taken to ensure that mechanical production processes reproduce all the elements of the Brand Signature precisely. The Small Use Brand Signature must only be reproduced on white or clear backgrounds. 1" 1".75".75" Note: Above is enlarged for illustrative purposes..5" Minimum Four-Colour Version.5" Minimum One-Colour Version Solid Black 9

12 Brand Signature ~ Pantone and Four-Colour Reproduction To ensure consistent colour reproduction of the Brand Signature using Pantone colours or four-colour process, ANPA-COLOR or RGB, the following specifi cations must be followed. Reproduction on white backgrounds ensures maximum legibility and impact. Different reference numbers for coated (C) and uncoated (U) colours are given so that a close visual match can be achieved for the orange and green colours on differing paper stock. Pantone Coated: Blue: Pantone 294C Red: Pantone 485C Orange: Pantone 715C Green: Pantone 362C Pantone Uncoated: Blue: Pantone 294U Red: Pantone 485U Orange: Pantone 714U Green: Pantone 361U Four-Colour Process: Blue: (coated and uncoated) C100 M58 Y0 K21 Red: (coated and uncoated) C0 M100 Y99 K4 Orange: (coated) C0 M36 Y71 K0 Orange: (uncoated) C0 M61 Y97 K0 Green: (coated) C70 M0 Y100 K9 Green: (uncoated) C69 M0 Y100 K0 ANPA-COLOR: Blue: ANPA-COLOR-701 Red: ANPA-COLOR-704 Orange: ANPA-COLOR-749 Green: ANPA-COLOR-741 RGB: Red: R238 G46 B36 Orange: R250 G175 B94 Green: R71 G170 B66 Blue: R0 G85 B150 10

13 Brand Signature ~ Pantone and Four-Colour Reproduction (REVERSED) Reproduction on a blue background is acceptable when a white background is not available. The lettering must always appear white. The blue area shown here is not a panel but simply represents the protection area around the Brand Signature (see page 8). Different reference numbers for coated (C) and uncoated (U) colours are given so that a close visual match can be achieved for the orange and green colours on differing paper stock. Pantone Coated: Blue: Pantone 294C Red: Pantone 485C Orange: Pantone 715C Green: Pantone 362C Pantone Uncoated: Blue: Pantone 294U Red: Pantone 485U Orange: Pantone 714U Green: Pantone 361U Four-Colour Process: Blue: (coated and uncoated) C100 M58 Y0 K21 Red: (coated and uncoated) C0 M100 Y99 K4 Orange: (coated) C0 M36 Y71 K0 Orange: (uncoated) C0 M61 Y97 K0 Green: (coated) C70 M0 Y100 K9 Green: (uncoated) C69 M0 Y100 K0 ANPA-COLOR: Blue: ANPA-COLOR-701 Red: ANPA-COLOR-704 Orange: ANPA-COLOR-749 Green: ANPA-COLOR-741 RGB: Red: R238 G46 B36 Orange: R250 G175 B94 Green: R71 G170 B66 Blue: R0 G85 B150 11

14 Brand Signature ~ Single Colour with Tint Reproduction Where production constraints preclude the use of two-colour or four-colour process reproduction of the Brand Signature, it may appear in a single colour with 30% tint inside the stylized fl ower heads and 70% tint in the stems or as black and white. These Brand Signatures may also be reproduced using Pantone 294 (C or U). Other colours must not be used. These Brand Signatures must only be reproduced on white backgrounds. The method of measurement and protection area for these versions of the Brand Signature is the same as for all other Brand Signatures (see page 7-8). For usage 1.5" and larger For usage smaller than 1.5" 12

15 Brand Signature ~ Single Colour on Dark Backgrounds Where production constraints preclude the use of two-colour or four-colour process reproduction of the Brand Signature, it may appear using a single colour. The Brand Signature may be reversed out of a black or Pantone 294 (C or U) background. The letters, stem, and stylized fl ower heads remain white. 13

16 Government of Newfoundland and Labrador Graphic Standards Manual Protecting the Brand Signature Only the versions of the Brand Signature shown on pages 2 13 of this section are authorized for use. Pages 14 to 16 show typical examples of common errors in reproduction, or misuse of the Brand Signature that must be avoided at all times. Don t change the lettering colour Don t enhance or modify the Brand Signature Don t condense or expand the Brand Signature proportional relationship Don t frame the Brand Signature with lines, shapes or panels 14

17 Government of Newfoundland and Labrador Graphic Standards Manual Protecting the Brand Signature (continued) Don t lose the Brand Signature in mixed tone backgrounds Don t lose the green stems Don t add glows Don t lose the spaces between petals Don t add drop shadows lamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortislamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipitlamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam Don t change the protection space Don t print colour Brand Signature on black backgrounds, use the reversed logo 15

18 Government of Newfoundland and Labrador Graphic Standards Manual Protecting the Brand Signature (continued) Don t lose the Brand Signature in light backgrounds Don t change Brand Signature orientation 16

19 Supporting Typeface To maintain consistency across all applications of the Brand Signature, the typeface ITC Franklin Gothic has been selected for headline and text requirements. This clear, legible, and very distinctive typeface is available in roman and italic versions in multiple weights which complement the Brand Signature. Consistent typography is an important element in reinforcing the Brand, and typefaces other than ITC Franklin Gothic should not be used. Text usually appears in black or grey (Pantone Cool Grey 9), and headings appear in Pantone 294 (C or U) or grey, or reversed white out of blue, grey, or black backgrounds. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Demi ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Demi Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Heavy Italic Government of Newfoundland and Labrador Typical ITC Franklin Gothic Demi setting 17

20 Colour Palette Core Colours (294, 485, 715, 362) The Newfoundland and Labrador Brand colour palette is designed to help organize the colours associated with the brand. The colour palette chosen supports our unique personality by differentiating us visually. Use these colours when designing collateral material, promotional items, 10% and online 20% elements. 40% 25% 35% % 60% 75% 65% 55% 45% 75% 50% Secondary Colours (313, 289, 513, 1955, 021, 168, 7405, 357) The secondary colour palette has been selected to provide a harmonious and extended interpretation of the Newfoundland and Labrador Brand. Secondary colours must be used in conjunction with the official colours, not in lieu of them. The secondary colours provide good combinations for use 1955 with the core colours. 80% 75% 65% 55% 60% 45% 35% 40% 25% 20% 10% 50% 75% 313 Pantone Colour Wheel % 75% 25% 10% 35% 20% 45% % % 80% 55% 40% 55% 65% 60% There are many 75% colour options 80% available to cover all types of usage, 357 but it is important to limit the number of colours since too much variation can be visually distracting. The secondary colours can be useful in a variety of situations, ranging from corporate collateral to more playful product-specifi c items. 50% 75% 25% 10% 35% 20% 45% 40% 60% Where possible text is to be printed in Pantone Cool Grey 9. Colours shown are not an exact match to the specifi ed Pantone colours. Please refer to a Pantone swatch book for true colour match. 18

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