TABLE OF CONTENTS. SECTION ONE: OVERVIEW... 4 Who are these guidelines for?... 4 What is a visual identity guideline?... 4

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1 VISUAL IDENTITY

2 TABLE OF CONTENTS SECTION ONE: OVERVIEW... 4 Who are these guidelines for?... 4 What is a visual identity guideline?... 4 SECTION TWO: VISUAL IDENTITY GUIDLINES... 5 Corporate identity and logo variations... 6 Logo guidelines... 7 Colour Identity color palette... 8 Typography, minimum size and clear space guidelines... 9 Typeface - Myriad Family... 9 File formats and programs Improper logo use... 11

3 section one: overview 1 Who are these guidelines for? These guidelines have been prepared for anyone who uses the Alberta Women Entrepreneurs s (AWE) logos. The information in this guide covers the use of the visual identity in a variety of situations, from brochures to presentations. What is a visual identity guideline? The visual identity for these programs was created with great care, taking into consideration colour, photography and layout. When used consistently across all pieces, this identity becomes highly recognized branding that reflects the integrity of the organization and the importance of its initiatives. By using this guide, the documents you create will help carry a consistent message for AWE. 4

4 section two: visual identity guidelines 2 Corporate Identity and Logo Variations These guidelines have been formulated to ensure consistency of use for Alberta Women Entrepreneurs corporate identity across a variety of media platforms. For all but a rare instance the primary identity is to be used. Please note and adhere to the casing structures. The following guidelines are standard for all variations of the logo. The graphic element (avatar) for Alberta Women Entrepreneurs are the letters AWE. The organization name forms the wordmark in the logo. The configuration of the wordmark cannot be changed and the three words (Alberta Women Entrepreneurs) should always appear in the vertical configuration Primary Identity Avatar Wordmark Banner Configuration: When printing promotional or event banners thought must be given to the shape of the banner. If the banner is a horizontal shape (for example 10' wide x 2' deep), the primary logo will not fit the format. This is a rare instance where the horizontal configuration should be used. The same consideration should also be given when using the identity in web banners. Horizontal Configuration 5

5 Logo Guidelines Colour versions of the logo are provided. There are no absolutes regarding the selection of the specific colour application, but context in regard to background and surrounding imagery, paper type and production parameters should be considered. Wherever possible, the coloured logo should be used. Colour printing: The preferred way to produce the logo is using PMS 2603 and Cool Gray 9 - on both coated and uncoated papers. To achieve best colour results, it is recommended to print on coated papers. Black Printing: The logo may also appear in 100% black, with the W in the avatar printing at 75% black. Reverse Printing: The visual identity may be used in reverse (white). Whenever possible it is preferred that the Alberta Women Entrepreneurs background colour (PMS 2603 purple) be used. The logo may also be used reversed out of any colour to a minimum screen value of 40% of that colour. Alberta Women Entrepreneurs Logo Colour Alberta Women Entrepreneurs Logo Black Alberta Women Entrepreneurs Logo White Reverse - Solid background Alberta Women Entrepreneurs Logo White Reverse - 40% background 6

6 Colour Identity Colour Palette Pantone Plus Series (PMS) Colours: The Pantone (spot) colours chosen for the Alberta Women Entrepreneurs logo are PMS 2603 C and Cool Gray 9C. From the Pantone Plus Series*. Four Colour Process Applications: The CMYK colour is a custom colour mix. Do not convert the Pantone or Pantone Plus Series to CMYK, this may result in different colour values within Adobe or QuarkXpress software versions (ie Adobe CS5 to Adobe CS6 may read the colour with different CMYK values). RGB Colour: When using the Alberta Women Entrepreneurs logo in digital mediums, such as PowerPoint, web and HTML the logo may be converted to an RGB version as shown in the chart provided. Pantone Plus Series 2603 C AWE Purple - CMYK 67 / 100 / 13 / 3 RGB 116 / 33 / 128 HTML Pantone Plus Series Cool Gray 9 C AWE Grey - CMYK 55 / 47 / 44 / 11 RGB 118 / 118 / 121 HTML *Pantone plus series is available from Colour may appear different from monitor to monitor and reproduce differently between printers. Please run a test file for colour accuracy. 7

7 Typography, Minimum Size and Clear Space Guidelines Primary Typeface: The typeface used in the avatar (AWE) is Myriad Pro Regular. The wordmark for the Alberta Women Entrepreneurs logo is Myriad Pro Semi Bold. It must not be altered or substituted in any way. Myriad Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Myriad Pro Semi Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Substitute Typeface: When the primary typeface (Myriad Pro Regular, Myriad Pro Semi Bold) is not available use Helvetica Regular/Helvetica Bold in its place. Arial is readily available within word processing, spreadsheets and presentation programs. Helvetica Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

8 Minimum Size (Alberta Women Entrepreneurs logo): Minimum size refers to the smallest size which the logo may be reproduced to ensure its legibility. To preserve the integrity of the Alberta Women Entrepreneurs logo, a minimum size for use has been set The minimum width for the horizontal configuration is 20 mm x 13 mm high. 20 mm Clear Space: To ensure the logo is not crowded by other visual elements, a minimum clear space of X, where X is equal to the height from the baseline of a to the baseline of Entrepreneurs has been set to protect the logo. This space is required around all sides of the logo. No other visual elements or type should infringe on this space.this measurement is standard for all reproduction sizes of the Alberta Women Entrepreneurs logo. X X X Clear Space X 9

9 File Formats and Programs File Formats and Programs Different file formats exist for different applications of the logo. File formats are cross-platform compatible. EPS files are vector graphics, meaning they can be resized without distortion or loss of detail, EPS files should be used for commercial printing. TIF, GIF and JPG files are raster graphics, which means detail is composed of pixels. The image quality of raster graphics will degrade as you enlarge them. Adobe Indesign: eps, jpg, tif Adobe Photoshop: eps, gif, jpg, tif Microsoft Office (Word, Excel, PowerPoint): gif, jpg, png, tif, wmf, emf QuarkXpress: eps, jpg, tif Project Type Recommended Format EPS GIF JPEG PNG TIF WMF/EMF Banners Books Newsletters Newspapers Offset Printing Posters Signage Stationery Television and Video Vinyl Graphics Web Program Type Recommended Logo Format Acceptable Logo Format Recommended Format EPS GIF JPEG PNG TIF WMF/EMF Desktop Publishing * Drawing Programs Illustration Programs Page Layout * Video Editing Web Word Processing * TIF files should have minimum resolution of 300 dpi when used in these programs. 10

10 IMprOpEr LOGO USE do not change the logo orientation. do not present the logo in an outline only version. do not place the logo on a patterned or photographic background do not separate the wordmark (alberta women entrepreneurs) and the avatar. do not place the logo on a vibrating colour background. do not add any visual effects to the logo do not distort the logo in any way. do not change the logo colour. do not place the logo within a white box on a coloured background do not reconfigure logo elements. do not reverse the logo out of a light coloured background. do not crop the logo in any way. 13. do not change the configuration of the wordmark. 11

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