Brand Guidelines by Esther Bergen

brand guidelines March 29, 2004

Companies are dynamic. Much like living things, they grow, adapt and change according to

The value of our brand

the environment. The Ubiquity brand expresses the character of our company â&#x20AC;&#x201D; a highly motivated team committed to meeting the needs of retail and small business clients across the nation. 1

brand guidelines March 2004

table of contents

brand stewardship

corporate mark - horizontal

do nots (continued)

corporate mark - symbol

sponsorship relationship

corporate identity - core values, mission statement

colour palette - primary

clothing applications

corporate identity - brand personality

colour palette - secondary

powerpoint presentations

corporate identity - taglines

colour reproduction

exterior signage – horizontal

corporate identity - consistency, key messages

typography - primary

exterior signage – vertical

corporate mark

typography - secondary

exterior signage – symbol

corporate mark - vertical

do nots

glossary - ﬁle names and types

corporate identity - the name

brand guidelines

Brand stewardship The Ubiquity brand, like any other business asset, requires attention and care. That responsibility belongs to everyone in the company. Each one of us is a live representative of the brand. The way we interact with customers, business partners, vendors and each other makes a statement about our identity. Brand stewardship means doing whatâ&#x20AC;&#x2122;s right for Ubiquity based on a shared understanding of its spirit and strategic direction. By leveraging the brandâ&#x20AC;&#x2122;s power in every application, the Ubiquity brand grows stronger. Building the brand helps unify the company and enhances the appeal of our offering. By following these guidelines, we ensure that the Ubiquity Bank brand will be presented in a consistent and cohesive manner.

brand guidelines corporate identity

The name Ubiquity Bank of Canada is primarily a virtual bank. Clients can access their banking information 24/7 through a shared network of electronic service options – from the comfort of home, ofﬁce or anywhere a computer or telephone can be accessed. Anytime, anywhere.

Ubiquity, is a word that is deﬁned in the dictionary: Ubiquity: n: the state of being everywhere at once (or seeming to be everywhere at once); omnipresence.

brand guidelines corporate identity

Our coporate identity Ubiquity Bank of Canada is a bank with roots in the cooperative system. Ubiquity delivers ﬁnancial services through non-traditional forms of banking including phone, internet, mail, ATM or fax. Our virtual branch is characterized by attractive rates, a comprehensive menu of convenient, integrated electronic service delivery options and most importantly, ﬂexible products and services based on client needs – “what you want when you want it”.

Values statements

Provide accessible, professional, and friendly service excellence

Be the preferred provider by offering attractive rates and a comprehensive choice of convenient, integrated, electronic service delivery channels based on what clients want

Provide quality technology to meet client needs

Build client loyalty and advocacy

Attract, develop, and retain quality employees

Be a responsive employer and a good corporate citizen

Mission statement At Ubiquity, our mission is to provide a unique blend of high-value ﬁnancial products with convenient choices and service excellence to individual and business clients across the nation.

Core Values The core values are the basic principals that guide our behaviour, to attract clients and develop full service long term relationships with them. Values are the bedrock of the brand.

brand guidelines corporate identity

Brand personality The brand personality is the very essence of who we are. If our brand were a person, what adjectives would they use to describe us? The primary personality traits, identiďŹ ed below, are the most important. They should be used as a starting point in writing and designing for the brand.

trustworthy

intelligent

accessible

ďŹ&#x201A;exible

responsive

savvy

brand guidelines corporate identity

Taglines The Ubiquity taglines are: • Descriptive about the overall offerings of the bank • Attitudinal about core promises and commitment • Competitive from a “you can count on us” perspective • Aspirational like “just do it” • Promotes a strong call to action • Short, memorable and matter-of-fact

Primary tagline

��

Ubiquity has two taglines that convey these messages.

Primary primary tagline The primary tagline should be used on printed material whenever possible.

Web tagline Since the delivery channel for Ubiquity is primarily electronic services, a separate tagline was developed for on-line applications. The web tagline should be used for internet marketing only.

Web tagline

�� Ubiquity Bank of Canada ...what u want when u want it!

brand guidelines corporate identity

Consistent message Consistency is important to Ubiquity Bank of Canada, particularly in the way the organization communicates to the public. The key messages must be consistent in all aspects of communication. Consistent key messages are as important as a consistent logo.

Key messages

Ubiquity is a full service bank that is a credible and trusted ďŹ nancial institution. Ubiquity has attractive rates and a full menu of products and services. Ubiquity offers convenient and ďŹ&#x201A;exible electronic service delivery options to its customers. Ubiquity is a bank with roots in the cooperative system. Ubiquity offers a high level of customer service.

brand guidelines corporate mark

Logo The ubiquity logo is comprised of two main elements: a symbol and a word mark. The Ubiquity logo has been carefully designed to provide high impact and be easily readable and reproducible. The Ubiquity logo is strong, credible, trusted, professional and accessible. The logo is simple and, at the same time, modern and easily remembered.

symbol wordmark logotype â&#x201E;˘

â&#x201E;˘

logo or corporate mark

In order to preserve the integrity of the Ubiquity brand it is vitally important that all reproductions of the logo use the approved artwork available from the Ubiquity Corporate Marketing team. The trademark symbol must appear next to the symbol and word mark until we receive ďŹ nal approval of the symbol and name at which time the trademark symbol will be converted to a registered symbol.

brand guidelines corporate mark

Vertical

This is the preferred conﬁguration of the logo. It should be used whenever possible.

Protective space The Ubiquity brand logo should never be crowded by other elements. The following diagram indicates proportionally the minimum space required around the logo. Please note: The measurement is based on the diameter of the ‘circle’, in proportion to the word mark. Minimum space surrounding the whole logo relates to 50% of the ‘circle’ diameter.

Minimum size The vertical logo should never appear at a size where the words “Ubiquity Bank of Canada” are less than .50”.

Protective space

Minimum size

.50”

brand guidelines corporate mark

Horizontal

This conﬁguration of the logo is to be used when the image area prohibits use of the vertical logo. The size of the symbol is the same as the vertical version.

Protective space The Ubiquity brand logo should never to crowded by other elements. The following diagram indicate proportionally the minimum space required around the logo. Please note: The measurement is based on the diameter of the ‘circle’, in proportion to the word mark. Minimum space surrounding the whole logo relates to 50% of the ‘circle’ diameter.

Minimum size The horizontal logo should never appear at a size where the words “Ubiquity Bank of Canada” are less than .50”.

Protective space

Minimum size

.50”

brand guidelines symbol as a graphic

Symbol and logo The symbol may be detached from the logo and used as a graphic.

Symbol and logo If the symbol and logo are to appear together, there should be a reasonable size differentiation between them. If the logo is to be used on its own as a graphic, it may be cropped in one of the two following ways:

Acceptable crop The symbol may be cropped on its left or right side. The letter â&#x20AC;&#x153;Uâ&#x20AC;? and period must always be fully visible.

Acceptable crops

brand guidelines colour palette

Colour usage Colour is one of the most powerful features of a successful brand. Colour works on a subconscious level and quickly builds a brand’s personality.

Primary colour palette

The colours shown in this guide have been chosen strategically to differentiate Ubiquity from the marketplace.

Primary colour palette This combination should be used when rendering the logo. These colours should be chosen for use in all Ubiquity materials and appear to play a primary role.

Pantone (PMS) These are the primary corporate colours for representing the Ubiquity logo. Where spot colour printing is selected, these Pantone colours should be speciﬁed. The preferred Pantone version is uncoated.

Process (CMYK) The main corporate colours for representing the Ubiquity logo in full colour print applications. These CMYK percentages are a close match to the original Pantone speciﬁcations.

Pantone: PMS 1805C Process: C=0 M=91 Y=100 K=23 Screen: R=187 G=45 B=63

Pantone: PMS Warm Grey 10 Process: C=0 M=15 Y=27 K=56 Screen: R=187 G=45 B=63

Screen (RGB) The main corporate colours for representing the Ubiquity logo digitally. These screen colours area a close match to the original Pantone speciﬁcations.

brand guidelines colour palette

Secondary colour palette

If there is an option for one to two additional colours beyond the primary palette, the secondary palette may be used as accents in typography and small graphic treatments, but should always appear to play a lesser role than the primary palette.

Pantone: Warm Grey 5 Process: C=0 M=5 Y=10 K=29 Screen: R=184 G=178 B=170

Black

brand guidelines colour reproduction

Preferred version: two-colour

One-colour version

Black background

Warm Grey 5 background

The logo should appear in its two-colour version whenever possible.

One-colour version If the above colours are not used then the logo should be reproduced in 100% Black.

Background applications The logo should appear in two-colour when produced on a Warm Grey 5 or black background. The â&#x20AC;&#x153;Uâ&#x20AC;? inside the circle should be white.

brand guidelines typography

Typography usage

Helvetica Neue 77 Bold Condensed

Like colour, typography is also a powerful tool in establishing a brandâ&#x20AC;&#x2122;s identity. Consistency in typographic treatment, as well as in choice of typeface, provides continuity from one brand expression to the next.

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Primary typeface The integrity of the Ubiquity fonts should be maintained at all times (i.e.. no vertical or horizontal scaling, added stroke, etc). This is not the same as the standard Helvetica font and substitutions should not be made. Fonts should be used for all typographic applications with the following recommendations:

Helvetica Neue 77 Bold Condensed Helvetica Neue 77 Condensed was chosen to render the wordmark. Major headings should utilize this weight. The preferred size is 18 points or larger. Where possible, headings should be rendered in all lowercase. The same font should be used for subheads and side bars. The preferred size is 10 points over 14 point leading.

Helvetica Neue 47 Light Condensed

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Helvetica Neue 47 Light Condensed All body copy should utilize this weight. The preferred size is 10 point over 14 point leading.

brand guidelines typography

Secondary typeface Helvetica Neue 55 Roman This font is provided as an option for body copy only. The preferred size is 8 point over 12 point leading. In most instances, Helvetica Neue 47 Light should be chosen over this font. Upper and lowercase should be used in most cases. All caps can be used for subheads but not for major heads or body copy.

Helvetica Neue 55 Roman

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

brand guidelines do nots

Colour

Graphics

Minimum size

Screens

Size relationships

Drop shadows

The colour of the logo should not be changed.

Graphics The logo should not appear within frames or borders.

Minimum size The logo should never appear at a size where the total width of the wordmark is less than .50â&#x20AC;?.

Screens The logo should not appear with any screens.

Size relationships The size relationships between the logo elements should remain constant. If any elements of the logo should increase or decrease, all other elements should change proportionately.

Drop shadows The logo should not appear with drop shadows.

Axis of the logo

Axis of the logo The axis of the logo should never be skewed other than a full 90 degrees.

brand guidelines do nots

Protective space

Colour of the symbol

Tracking

Symbol position

Horizontal and vertical scale

Over printing

The logo should not appear without the minimum protective space around it. This applies to background ďŹ eld edges, page trim or box edges.

Colour of the symbol The colour of the symbol should never be altered.

Tracking The tracking of the logotype should never be altered.

Symbol position The position of the symbol should never be altered from what is outlined on pages 10 and 00.

Horizontal and vertical scale The horizontal and vertical scale should always change equally. Never stretch or condense the logo.

Over printing To ensure clarity when printing on an image, the logo should always be reversed out of a dark or busy image. If the background has a low contrast or is a light tone, the logo should appear in all black.

White box

White box The logo should never appear in a white box on a colour ďŹ eld or image area.

brand guidelines sponsorship relationship

When the logo is used in a co-sponsorship situation and it is the primary sponsor of the event it should be positioned above the other logos and separated by a ďŹ ne ruled line.

special event

Regardless, if Ubiquity is the primary or equal co-sponsor, or the sole sponsor, the following guidelines apply: Colour reproduction should adhere to the guidelines. Where possible, the logo should sit on a white or grey ďŹ eld and reproduce in its two colours (red and grey).