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Liberal Party of Canada Brand Manual | 2009


Table of contents

Liberal Party of Canada Brand Manual | 2009

1.0 OVERVIEW

1.1 Liberal Party of Canada background

2.1 Logo explanation 2.2 French, black & white 2.3 Spacing & placement 2.4 Uses and misuses

3.1 Colour 3.2 Typographic stlyes 3.3 Graphics

4.1 Stationary 4.2 Billboard 4.3 Lawn sign 4.4 Website 4.5 Hat, button, t-shirt and bus

2.0 LOGO DESIGN

3.0 BRAND ELEMENTS

4.0 BRAND EXTENSIONS

3 5 6 7 8, 9 11 12, 13 15, 16 17 18 19 20 21


1.0

Overview


1.1

Liberal Party of Canada background

Liberal Party of Canada Brand Manual | 2009

The Liberal Party of Canada, colloquially known as the Grits, is a major political party in Canada. The party is positioned in the centre-left of the Canadian political spectrum. The party currently forms the Official Opposition in the Parliament of Canada since the 2006 federal election. The Liberal Party is Canada’s oldest functioning party at the federal level; the only party remaining from Confederation. The Liberal Party has dominated federal politics for much of Canada’s history, holding power for almost 69 years in the 20th century, more than any other party in a developed country.

Overview

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2.0

Logo Design


2.1 Logo explanation

Liberal Party of Canada Brand Manual | 2009

The logo is a modified version of the ITC Stone Sans typeface. The letters are kerned tightly close together. This represents unity and the coming together of different nationalities which represents Canada. The maple leaf is an iconic symbol that not only signifies Canada but also the Liberal Party as they have been the dominate political Party in the country. The stem of the leaf cradles and supports Canana which is what the Liberal Party does.

Logo Design

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2.2 French, black & white

6

Back

Parti

Parti

du Canada

du Canada

Parti

Parti

du Canada

du Canada

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Logo Design


2.3

Spacing and placement

Liberal Party of Canada Brand Manual | 2009

X

The immediate are around the logo, as indicated by the dotted line on the illustrations to the right, must be kept free of any other elements of any kind – for example lettering, posters, decorative devices and so on.

X

1.25x

2.5X

X

X

Parti du Canada

1.25x

2.5X

Logo Design

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2.4

Uses and misuses

Ideally, the full colour logo should be placed on a white background. In practices, this will not always be possible, so it is permitted to place the full colour logo on a neutralcoloured background whose tonal value is not darker than the 30% black tint shown on this page. Darker backgrounds detract from the impact of the logo.

10%

20%

30%

50%

60%

70%

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Logo Design


Liberal Party of Canada Brand Manual | 2009

Do not stretch or distort the logo in anyway.1 Do not display the logo at an angle.2 Do not alter the colours fo the logo.3 Do not apply shadows or other effects to the logo.4 Do not alter the placement of the maple leaf.5 Do not display the logo without “Liberal Party of Canada” or “Parti du Canada.”6

1

2

3

4

5

6

Logo Design

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3.0

Brand Elements


3.1

Elements

Colours

Liberal Party of Canada Brand Manual | 2009

C

M

Y

K

R

G

B

PANTONE

25

100

100

27

122

22

0

483 PC

14

100

100

5

201

0

0

484 PC

4

6

13

0

242

235

219

468 PC

25

24

29

0

194

184

174

WARM GRAY 5 PC

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3.1

Typographic styles

Display Typeface: Eurostile Std The letters are square-shaped with rounded corners, producing a look reminiscent of the machinery, technology, and interior design of the 1950s. Eurostile provides a contrast to the modified Stone Sans found in the logo and the typeface used in the body copy. It is only to be used for display copy in Demi or Bold styles

abcdeFghijklmnopqrstuvwxyz abcdefghjklmnopqrstuvwxyz 1234567890?!$&.,;[]()áàéèóòç Eurostile Std Demi

abcdeFghijklmnopqrstuvwxyz abcdefghjklmnopqrstuvwxyz 1234567890?!$&.,;[]()áàéèóòç Eurostile Std Bold

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Elements


Liberal Party of Canada Brand Manual | 2009

Body Typeface: Hevetica Neue LT Std Helvetica grew in popularity throughout the 1960s and 1970s, and more versions of the family were introduced. This led to vast confusion: the same weight is often referred to by two different names, design features often vary from one face to another, and so on. In the early 1980s, Linotype remedied this situation by redrawing the entire Helvetica family. Helvetica Neue is to only be used for non-display copy. Body copy is to be used with the light style and in bold for subheadings in body copy.

abcdeFghijklmnopqrstuvwxyz abcdefghjklmnopqrstuvwxyz 1234567890?!$&.,;[]()áàéèóòç Helvitica Neue LT Std Light

abcdeFghijklmnopqrstuvwxyz abcdefghjklmnopqrstuvwxyz 1234567890?!$&.,;[]()áàéèóòç Helvitica Neue LT Std Bold

Elements

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3.2

Graphics

Maple Leaf The Maple Leaf is a strong symbol not just for the Liberal Party of Canada but Canada in general. This motif is used as a icon or symbol in the brand. However, the Maple Leaf is not, and should not, be used as a replacement for the Liberal Party of Canada Logo. It is intended to be used as a decorative element at a small scale, usually near a edge or corner. The Maple Leaf should not be distored. Displaying it at an angle is allow but only up to 30o from the default position. The “Leaf� portion of the icon must not be cropped or interfered with. If croping the image is ideal, the stem may be cropped from the distance indicated. The only acceptable colours besides red are white and black. A red or black Maple Leaf must only be displayed on a white background or a 10% - 30% black tint background. The white Maple Leaf must only be displayed on a red background.

Maximum angle rotation allowed

White Maple Leaf on red background

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10%, 20%, 20% Black background

Elements


Liberal Party of Canada Brand Manual | 2009

Wave The Wave is a visual compliment to the Maple Leaf. The Wave is a decorative element to create movement and flow. Shown to the right is one full measure. The wave should not be stretched or skewed. If a length that is logner than one measure is required then multiple masures of waves can be used for a maxium of three measure. The can be physically connect of visuall connected. If less space is required then one measure can be cropped but must maintain at minimum of 50% of the measure. The Maple Leaf is not required with the Wave but is highly recommended. Two visually connected waves

Two physically connected waves

Elements

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4.0

Brand Extensions


4.1

Stationary

Liberal Party of Canada 81 Metcalfe Street, Suite 400 Ottawa, Ontario K1P 6M8

Liberal Party of Canada Brand Manual | 2009

Liberal Party of Canada 81 Metcalfe Street, Suite 400 Ottawa, Ontario K1P 6M8

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Sender’s Name Title

Arthur eggleton senator

613.237.0740 Telephone: 613.235.7208 Fax: E-mail: egglea@sen.parl.gc.ca www.senatorarteggleton.ca

Tel: 613.237.0740 Fax: 613.235.7208 info@liberal.ca

Brand Extensions

81 Metcalfe Street, Suite 400 Ottawa, Ontario K1P 6M8

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4.1

Billboard

a country once focused on peace now participates in violence.

take back canada

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Brand Extensions


4.2

Lawn sign

Liberal Party of Canada Brand Manual | 2009

X

Names that are placed on the lawn signs can vary in length. For person with an first and/or last that is too long name reduce the point size by of both the first and last name by 20%. Re-arrange their names according to the figure on the right.1 If their Last name is very short (3-7 characers), adjust the placement of their last name to 2.5x instead of.2

Borys

X X

Wrzesnewskyj

1

Bob

X X

Rae

2.5X 2

Brand Extensions

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4.3

Website

Liberal Party of Canada’s website. Homepage shown here. Best viewed at minimum 1024x728 px. English

Home

Team

Party

History

Français

Convention

donate

join

volunteer

Newsroom

Search

vote

Multimedia

Take Action

Contact Us

Liberal TV

More Stories >

Contact

Site Map

Privacy Policy

Newsfeeds

© 2008 Liberal Party of Canada. Authorized by the Federal Liberal Agency of Canada, registered agent for the Liberal Party of Canada.

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Brand Extensions


4.4

Hat, button, t-shirt and bus

Take Back Canada

Liberal Party of Canada Brand Manual | 2009

T

Take Back Canada

Take Back Canada

Brand Extensions

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Liberal Party Brand Manual revision