Government of the Northwest Territories. Visual Identity Program

Transcription

1 Government of the Northwest Territories Visual Identity Program September 2003

2 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? Where Did the GNWT s Visual Identity Program Originate? Section 2: Introduction to the GNWT Visual Identity Program Section 2 Tab What is Involved in the Visual Identity Program? Who Does the Visual Identity Program Apply To? Who is Responsible for the Visual Identity Program? Visual Identity Program Principles and Guidelines Section 3: Visual Identity Program Highlights Section 3 Tab Approved Logos of the Government of the Northwest Territories Approved Logo Signatures and Their Use Visual Identity Program Table of Contents Section 4: Program Symbols and Partnerships Section 4 Tab Program Symbols Partnerships Section 5: Other Approved Symbols of the GNWT Section 5 Tab Visual Identity of the Legislative Assembly Official Symbols Section 6: Approved Logo Formats and Signatures Section 6 Tab Government of the Northwest Territories with Polar Bear Graphic Government of the Northwest Territories with Territorial Shield Graphic Northwest Territories Canada A Program of the Northwest Territories Government of the Northwest Territories Visual Identity Program Edition 1 September 2003 i

3 Visual Identity Program Table of Contents Aboriginal Affairs Education, Culture and Employment Executive Executive Council Finance Financial Management Board Secretariat Health and Social Services Justice Legislative Assembly Municipal and Community Affairs Public Works and Services Resources, Wildlife and Economic Development Transportation Regulatory Boards Section 7: Application of Logos Section 7 Tab Materials With Prescribed Formats Letterhead Business Cards Letter Envelopes Large Envelopes Print Advertising Signage Web Pages Materials With Recommended Formats Vehicle Identification Shoulder Flashes for GNWT Uniforms Reports Materials With Optional Formats Fax Cover Sheets Printed Materials (Brochures, Programs, Posters, Newsletters, etc.) Promotional Items Banners and Trade Show Displays PowerPoint and CD ROMs 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 ii Government of the Northwest Territories Visual Identity Program Edition 1 September 2003

4 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 the following icons are used to help you find information quickly and easily.! X? 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 or guidance in applying the Visual Identity Program. The manual is composed of eight sections and a CD-ROM as follows: ➊ 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. Visual Identity Program How to Use This Manual ➋ 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. ➌ 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. ➍ 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. Government of the Northwest Territories Visual Identity Program Edition 1 September 2003 iii

5 ➎ 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. Visual Identity Program How to Use This Manual ➏ Approved Logo Formats and Signatures This section provides examples of all approved versions of the polar bear and territorial shield logos. ➐ 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. ➑ Appendix The appendix includes a list of organizations associated with the territorial government, and identifies 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 provide advice and assistance in applying the Program. iv Government of the Northwest Territories Visual Identity Program Edition 1 September 2003

6 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. Department A 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, a graphic is the picture element that accompanies the signature (word element) to form the logo. The polar bear graphic and the territorial shield graphic are components of the official logos of the GNWT. GNWT polar bear graphic GNWT territorial shield graphic Logo In this manual, the term logo is used to describe the combination of graphic and signature sanctioned under the Visual Identity Program. Visual Identity Program Terms Used in This Manual Logos of the Government of the Northwest Territories The polar 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 logo GNWT territorial shield logo Government of the Northwest Territories Visual Identity Program Edition 1 September 2003 v

7 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. Visual Identity Program Terms Used in This Manual Polar Bear Logo The polar bear logo is made up of the polar bear graphic, used together with the appropriate signature.! polar bear graphic GNWT logo 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 A program 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, the program 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 the A Program of the Northwest Territories signature. Government of the Northwest Territories signature The polar bear graphic and signature always appear as a unit. GNWT program signature Signature A signature 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 to use it is included in Section 3 of this manual. Symbol In this manual, the term symbol 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. vi Government of the Northwest Territories Visual Identity Program Edition 1 September 2003

8 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 are referred 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 Government of the Northwest Territories signature GNWT territorial shield logo territorial shield graphic The territorial shield graphic and signature always appear as a unit. The Government of the Northwest Territories visual identity is the visual shorthand that is the public s 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. Visual Identity Program Terms Used in This Manual 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. Government of the Northwest Territories Visual Identity Program Edition 1 September 2003 vii

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11 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 visual shorthand 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: Section 1 Background 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. Government of the Northwest Territories Visual Identity Program Edition 1 September

12 Where Did the GNWT's Visual Identity Program Originate? The polar bear logo has been used as a visual identifier since the early 1970s. In 1980, the GNWT's original Visual Identity Program was initiated under the auspices of what was then the Department of Information. In his introduction to this program, Mr. John Parker, the Commissioner of the Northwest Territories, noted: "How we sign our name publicly can convey an image of unity or disarray. Up until now there have been too many different symbols used by the Government of the Northwest Territories as a whole or by its various parts." Section 1 Background The first Visual Identity Program worked to establish the polar bear with signature as the approved logo of the GNWT, and the territorial shield with signature as the approved logo of Executive Council (Cabinet Ministers), the Department of Executive and Legislative Assembly. In 2001, the GNWT initiated a review of the Program. Based on that review, the Visual Identity Program has been updated to reflect how the government has changed organizationally and politically since the 1980s. It has also been revised to consider how technology has changed the ways that information and image are communicated. This renewed Visual Identity Program serves to continue the strong brand equity established in the polar bear and territorial shield logos Government of the Northwest Territories Visual Identity Program Edition 1 September 2003

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14 Section 2: Introduction to the GNWT Visual Identity Program What is Involved in the Visual Identity Program? The Visual Identity Program sets out how the logos and program symbols of the GNWT must be used. It applies to: Every application of the logo whether on business cards, signs, brochures, web pages, promotional items such as ball caps or any other use; and Every department, ministry and agency of the Government of the Northwest Territories, as well as to outside organizations that use the Government of the Northwest Territories polar bear logo with permission. Appendix 1 includes a list of all government bodies and departments and identifies whether they must comply with the Visual Identity Program. In particular, the Visual Identity Program provides guidelines and direction regarding: All authorized versions of the polar bear and territorial shield logos. This includes department signatures in both English and French, as well as logos in colour, black on white, and white on black (reverse). See Section 6 for examples of authorized signatures and variations of the polar bear and territorial shield logos; Acceptable and unacceptable ways to use the polar bear and the territorial shield logos; How symbols for GNWT programs will be approved for use; How to apply the GNWT s Visual Identity Program on projects done jointly by two or more departments; and How to apply the GNWT s Visual Identity Program on projects done in partnership with other governments and non-government organizations. Section 2 Introduction to the GNWT Visual Identity Program In addition, this Visual Identity Program manual provides information on other approved symbols of the Northwest Territories (see Section 5). It also identifies who to call for help if you have questions applying the Visual Identity Program. Who Does the Visual Identity Program Apply To?! The Visual Identity Program applies to GNWT departments, ministries and most GNWT boards and committees. The Visual Identity Program does not apply to territorial Crown Corporations and to most GNWT councils and arm's-length agencies. Appendix 1 lists organizations associated with the territorial government and indicates whether the listed organizations fall within or outside the scope of the Visual Identity Program. If your organization is not included on this list, contact the Department of Executive, Corporate Communications and Protocol Division, which will help you determine if the Visual Identity Program must be followed. Government of the Northwest Territories Visual Identity Program Edition 1 September

15 Who is Responsible for the Visual Identity Program? The Visual Identity Program has been endorsed by the Premier and Executive Council of the Northwest Territories under the authority of GNWT Communications Policy Section 2 Introduction to the GNWT Visual Identity Program Public servants, at different levels of government, have responsibility and accountability for compliance with the Visual Identity Program:! Individual employees or groups who initiate projects, where the GNWT is represented, are responsible for consulting 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 Executive s Corporate Communications and Protocol Division is to monitor how 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. CABINET (Approve and endorse Program) DEPUTY MINISTER (Accountable for compliance) DEPARTMENTAL COMMUNICATOR (Responsible for compliance) DEPARTMENT OF EXECUTIVE (Monitor compliance) PROJECT INITIATOR WITHIN DEPARTMENT (Responsible for consulting with departmental communicator) 2.02 Government of the Northwest Territories Visual Identity Program Edition 1 September 2003

16 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. These principles 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. Section 2 Introduction to the GNWT Visual Identity Program Government of the Northwest Territories Visual Identity Program Edition 1 September

17 Guidelines The Visual Identity Program is based on the following general guidelines: Section 2 Introduction to the GNWT Visual Identity Program 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. Example of polar bear logo clear area. Example of territorial shield logo clear area Government of the Northwest Territories Visual Identity Program Edition 1 September 2003

18 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. GNWT program signature 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 the A 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 program symbol. Section 2 Introduction to the GNWT Visual Identity Program Government of the Northwest Territories Visual Identity Program Edition 1 September

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21 Section 3: Visual Identity Program Highlights Approved Logos of the Government of the Northwest 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 ensure you are using an approved logo and signature. Section 3 Visual Identity Program Highlights Polar bear logo positive 2 colour Used by government departments and other government bodies. The GNWT polar bear graphic must be in Process Blue and text in black. Polar bear logo positive black and white Used by government departments and other government bodies. The GNWT polar bear graphic and text are in black only, when printing documents with black ink. Polar bear logo reverse on one colour Used by government departments and other government bodies. The GNWT polar bear graphic and text are used in reverse on a dark background. Polar bear logo positive 1 colour Used by government departments and other government bodies. When producing documents in a single colour other than black, the GNWT polar bear graphic and text can be printed in the same Pantone colour as the document. Government of the Northwest Territories Visual Identity Program Edition 1 September

22 Section 3 Visual Identity Program Highlights 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 using the 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 green Used by the Legislative Assembly, the territorial shield and text are in Pantone 348 green. Territorial shield logo reverse Used by Members of the Executive Council (Cabinet Ministers), the Legislative Assembly and the Department of Executive, the territorial shield and text are used in reverse on a dark background. Territorial shield logo black Used by Members of the Executive Council (Cabinet Ministers), the Legislative Assembly and the Department of Executive, the territorial shield and text are in black only when printing documents with black ink. Territorial shield logo 1 colour Used by Members of the Executive Council (Cabinet Ministers), the Legislative Assembly and the Department of Executive. When producing documents in a single colour other than black, the territorial shield and text can be printed in the same Pantone colour as the document Government of the Northwest Territories Visual Identity Program Edition 1 September 2003

23 X Don't......distort...change the font...re-arrange any element of the logo/signature...use colours other than Process Blue for 2 colour logo...use any element as an outline...reproduce in a screen Section 3 Visual Identity Program Highlights...use the polar bear graphic without the appropriate GNWT signature...reproduce so small as to be illegible...use the polar bear logo without the circle in the background...combine with other graphic elements Government of the Northwest Territories Visual Identity Program Edition 1 September

24 X Don't... Section 3 Visual Identity Program Highlights...allow other elements to enter the polar bear or shield logo clear area. (see clearance area diagram on page 2.04)...combine departmental signatures...use non-approved signatures (such as division names)...use abbreviations or symbols (e.g. ampersands) in signatures...use on a busy background...use the reverse version on a light background...use in black on a dark background...put a box, or other border around the logo 3.04 Government of the Northwest Territories Visual Identity Program Edition 1 September 2003

25 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. GNWT signature Example of departmental signature GNWT Canada signature Section 3 Visual Identity Program Highlights Using Program Symbols The A 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. A Program of the Northwest Territories signature! Some GNWT programs may have an approved symbol. Before a program 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. Government of the Northwest Territories Visual Identity Program Edition 1 September

26 All program symbols approved by the Deputy Minister s 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. Section 3 Visual Identity Program Highlights 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 department s 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 and territorial 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 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 provide advice and assistance in applying the Program Government of the Northwest Territories Visual Identity Program Edition 1 September 2003

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28 Section 4: Program Symbols and Partnerships 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. Section 4 Program Symbols and Partnerships What s 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 GNWT s 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 or initiative of government. It must appear with the polar bear logo with A Program of signature. 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. Government of the Northwest Territories Visual Identity Program Edition 1 September

29 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 the A Program of the Northwest Territories signature. Section 4 Program Symbols and Partnerships! When an approved program symbol is used, it must be accompanied by the polar bear logo incorporating the A Program of the Northwest Territories signature. 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. Flyer Title 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 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. Non enim si alii ad alia propensiores sunt propter causas naturales et antece dentes, idciro etiam nostrarum voluntary mbulemus voluntatis esse, is non videt. 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 ante ced entes, idciro etiam nostrarum voluntatum 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. 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 antece dentes, idciro etiam nostrarum voluntatum 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. Haec disserens qua de re agatur et in quo causa consistat non videt. Nunc vero fatemur, acuti hebetesne, valentes is esse, is non videt quae quamque rem res quamque rem res. PROGRAM SYMBOL Sample flyer cover showing a sample program symbol accompanied by the A Program of the Northwest Territories signature Government of the Northwest Territories Visual Identity Program Edition 1 September 2003

30 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 Deputy Ministers 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 BEFORE the symbols are developed. Section 4 Program Symbols and Partnerships Government of the Northwest Territories Visual Identity Program Edition 1 September

31 The process for applying for approval of a program symbol is as follows: Section 4 Program Symbols and Partnerships 1. Complete Application for Program Symbol or Application to Retain Existing Program 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 review the 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 program symbol should be declined or approved in principle. 4. The applicant department will be advised of the Steering Committee s decision to decline 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 Steering Committee, the symbol will be submitted for Cabinet s information by the Premier. 7. Following Cabinet s acceptance, the applicant department will be advised and can 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 Government of the Northwest Territories Visual Identity Program Edition 1 September 2003

32 Approved program symbols will be recorded in an inventory by the Department of Executive, Corporate Communications and Protocol Division. In some cases, it may be appropriate to seek trademark protection for the symbol. The Department of Executive, Corporate Communications and Protocol Division must be consulted and can provide further direction in such instances. The Department of the Executive, Corporate Communications and Protocol Division must be advised if the use of an approved program symbol is discontinued by a department. Should departments wish to change a program symbol or its proposed use, please contact the Corporate Communications and Protocol Division for further direction. Criteria for Program Symbols A program symbol will be approved only if a compelling communications need can be demonstrated. The Visual Identity Program Deputy Ministers Steering Committee will evaluate applications for program symbols on the following criteria: Sufficient program longevity, size and scope The Steering Committee will consider: Whether the program will be of sufficient longevity, size and scope that a distinct program symbol would garner recognition value (brand equity); Whether the program reflects a significant policy or other goal of government; and Whether there are sufficient budget and resources to develop and use the program symbol effectively. Compelling communications need The Steering Committee will consider: What role the proposed program symbol is intended to play in the context of the overall communications plan for the program; What the communications objectives of the program are, and how they will be better served with the use of a program symbol in addition to the approved logo of the GNWT; The nature, type, quantity and life span of communications products and other uses to which the symbol will be applied; and The characteristics (internal versus external to government) and size of the audience to be reached. Section 4 Program Symbols and Partnerships Need for a brand as a marketing tool The Steering Committee will consider: Whether the development of a brand identity will enable the program to better fulfill its function or communications objectives; What unique characteristics of the program justify the development of a brand identity through the use of a program symbol; and Whether the proposed program symbol has or contains elements of a brand symbol that has broader (national or international) significance. These criteria apply to new symbols as well as to symbols existing prior to the introduction of this renewed Visual Identity Program in Decisions about retaining existing program symbols will also consider historical use and existing brand equity (recognition value). Government of the Northwest Territories Visual Identity Program Edition 1 September