The Logo & Wordmark. A User s Guide

Transcription

1 The Logo & Wordmark

2 Introduction These guidelines define the basic elements of the Liberal Party of Canada s visual identity. There are very few rules but please take the time to read and understand how they work, and how they can be used together to ensure a fresh and vital brand identity. Our values are reflected in our identity. We are focusing our communications to deliver clarity, consistency and impact. It s crucial that the brand appears correctly and consistently at every touchpoint. It is our hope that this guide will inspire you to ensure that we support our common objectives in the most time- and cost-effective way. 2

3 The basics Our Logo The dynamic and flared stem leading to the titled angle of the leaf represents an up-lifting powerful logo for the party. Our Wordmark This image represents a contemporary, clean and memorable symbol for the Liberal Party of Canada. 3

4 The basics Secondary Wordmark There are occasions where the website address needs to be included in the visual message, as will often be the case with animations for online video, and will provide mutual reinforcement +drive traffic. This secondary wordmark is to be used when there is a desire to integrate the wordmark and the liberal website in the visual message and create an option that will still reinforce the design and shape of the primary wordmark. 4

5 The basics Colours We ve chosen flag red, a bright, confident and positive colour to represent the Liberal Party of Canada. The PANTONE references, process colour printing and RGB screen values are all shown below. Spot Colours Spot colours are an exact match to our colours, so whenever possible, please try to use them. Process Colours When printing material with colour photographs (typically 4-colour printing), the option to use spot colours may be prohibitive due to cost. In this case, it is advisable to use process colours (also known as CMYK). Web Colours Our colour has been adapted to suit screens and monitors. The conversion below should be used when preparing graphics for websites and monitors. Liberal Red Spot printing Pantone 485 C Process printing C: 0 M: 100 Y: 100 K: 0 Web Colours R: 238 G: 50 B: 36 Please Note When printing on uncoated stock, fabric, canvas or any type of material that is uncoated, please refer to your printer s guidelines to match PMS 485C, Canada flag red. 5

6 The basics Secondary Colours As a part of our colour palette, we use the secondary colours shown below. This consists of a range of warm greys which have been chosen to compliment and support the Liberal red. These greys are often used in circumstances when a tint might be used to distinguish sections of a layout (eg in fact boxes, case studies or tables). The Liberal red should never be used as a tint; this is the job of the secondary palette. The PANTONE references, process colour printing and RGB screen values are all shown below. Liberal Light, Medium, and Dark Grey Spot colours are an exact match to our colours, so whenever possible, please try to use them. Light Grey Spot printing Pantone 421 C Process printing C: 0 M: 0 Y: 0 K: 26 Web Colours R: 201 G: 201 B: 201 Med Grey Spot printing Pantone 423 C Process printing C: 0 M: 0 Y: 0 K: 44 Web Colours R: 161 G: 161 B: 161 Dark Grey Spot printing Pantone 425 C Process printing C: 0 M: 0 Y: 0 K: 77 Web Colours R: 80 G: 80 B: 80 Tints of Liberal Light, Medium, and Dark Grey 10% 100% 90 % 10% 100% 90 % 10% 100% 90 % 20% 80% 20% 80% 20% 80% 30% 70% 30% 70% 30% 70% 40% 50% 60% 40% 50% 60% 40% 50% 60% 6

7 The basics Primary Typeface (Print) Our primary typeface is Times New Roman. The Times Roman typeface was significantly modified for both the wordmark and the logo to create a completely unique vision for the party. The typeface itself is widley used for book typography due to its excellent legibility. Times Roman Bold should be used for headlines and the light version should be used for body copy. The italic version provides emphasis for points in the copy. Times New Roman Family Times New Roman Times New Roman Italic Times New Roman Bold Times New Roman Bold Italic 7

8 The basics Secondary Typeface (Print) Our secondary typeface is Myriad Pro. Myriad Pro may be used when a less formal or more modern look is desired, or when utility dictates a sans serif face. Myriad Pro is ideal for charts, tables, graphs and technical information. The condensed version can be used for dense tables where a lot of information must be included on one page. It is important to contrast the logo and body copy effectively by using the sans serif. For headlines, we recommend using Regular as often as possible, but it s up to you if you d rather use Bold. It comes down to your message and tone of voice. Myriad Pro should not be used for large amounts of body copy in print materials. However, it has been selected as the primary typeface for all web communication. Myriad Pro Family Myriad Pro Regular Myriad Pro Italic Myriad Pro Bold Myriad Pro Bold Italic 8

9 Using the Logo Clear Space and Minimum Size To achieve maximum presence and impact from our logo, we recommend that it is surrounded by sufficient clear space and that it is never reproduced too small in size. As an absolute minimum, clear space equal to the height of the L in the logo should always be maintained between the logo and text, symbols or other graphic elements that may compete for people s attention. Also, never print the logo smaller then 0.5 inches. Minimum clear space around the Liberal logo Minimum size 0.5 9

10 Using the Wordmark Clear Space and Minimum Size To achieve maximum presence and impact from our wordmark, we recommend that it is surrounded by sufficient clear space and that it is never reproduced too small in size. As an absolute minimum, clear space equal to the height of the L in the logo should always be maintained between the logo and text, symbols or other graphic elements that may compete for people s attention. Also, never print the logo smaller than 0.5 inches. Minimum clear space around the Liberal wordmark Minimum size

11 Using the logo and wordmark Colour Variations We have colour variations of the logo depending on where and how it appears. Full colour version Whenever possible, please try to use our full-colour logo. When the logo appears on an image, please make sure you reverse it out of the picture in white don t use the full colour version. The logo should appear in Liberal Red or as either positive (colour on white) or negative (white on colour). Black and White version When printing in colour is not an option, the logo should appear in 100% black as either positive (black on white) or negative (white on black). 11

12 Using the logo and wordmark Colour Variations Never Use Tints Don t create new colour versions or gradients 12