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Brand Guidelines


Table Of Contents the brand

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moodboard6 the logo

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size + space

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please don’t

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the colours

14

the type

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the photos

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the graphics

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the usage

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stationary24 the fun stuff

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the brand

North Shore Rescue is a Mountain Search and Rescue Team based in Vancouver, British Columbia that thrives on community, volunteers and sponsors. North Shore Rescue really speaks to the essence of hope. The team provides the community with a sense of trust, comfort and security when their loved one(s) have not returned home from their adventures unexpectedly.

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North Shore Rescue is a volunteer community-based search and rescue team. Being around for 50 years has made us one of the oldest SAR teams in Canada. Over that time the team has been involved in more than 2500 search and rescue operations volunteering over 200,000 hours. The team consists of approximately 40 volunteers skilled in search and rescue operations in mountain, canyon and urban settings.

Our Mission Our mission is to provide our community with the ability to rely on our free search and rescue services.

Our Vision Our vision is to see trust and dependability grow in the people of our community.

Our Purpose Our purpose is to serve the people of our community in the manner of our mission.

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+ inspiration moodboard + reliable

+ safety

+ comfort

+ adventure 6 + NORTH SHORE RESCUE


A moodboard was used to create a visual to express the keywords that describe the North Shore Rescue brand.

+ hope

+ resourceful

+ unity

+ trust BRAND GUIDE

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the logo

This logo was designed to encompass all that the North Shore Rescue stands for. The knot surrounding the first aid cross signifies unity and coming together as a community. This is part of creating the brand essence of hope.

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primary logo

secondary logo

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+ logo usage size + space The minimum size for the primary logo and the secondary logo is 0.75 inches in height. If you require a smaller scale then it is approved to use the symbol or word mark in place of the full logo.

0.75 inch

Primary logo

0.75 inch

Secondary logo

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The clear space around the logo is there to provide an appropriate buffer space between our logo and other elements. Use the O in North or Shore as a way to measure this required clear space.

Primary logo

Secondary logo

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+ logo usage please don’t

DO NOT reposition the word mark.

DO NOT tilt the logo.

DO NOT change the colours.

DO NOT use gradients.

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The following examples of improper logo usage are in place to help the integrity of the brand. Please do not do any of the following examples or anything else that breaks the integrity of the North Shore Rescue logo.

NORTH SHORE

RESCUE DO NOT place the word mark across the logo symbol.

DO NOT attempt to replicate the word mark with another typeface.

DO NOT split up the word mark.

DO NOT distort the logo.

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the colours

The colours to the right may be used for all aspects of design. It is also approved to use shades and tints of these colours. The logo must appear on a white or black background— tints and shades are also acceptable. No other coloured backgrounds are allowed. If you wish to use additional colours in conjunction with the ones provided, please consult the marketing team prior to publication. 14 + NORTH SHORE RESCUE


The colours in our logo were chosen for reason. NSR Red to symbolize the first aid cross. NSR Sky Blue to symbolize helicopter rescue services. NSR Mt. Blue to symbolize our expertise in mountain rescue.

NSR SKY BLUE

NSR RED

NSR MT. BLUE

PMS 278C

PMS 711C

PMS 5415C

CMYK 44 14 0 0

CMYK 20 100 100 0

CMYK 44 14 0 40

RGB 136 188 230

RGB 201 37 44

RGB 92 127 156

HEX 88BCE6

HEX C9252C

HEX 5C7F9C

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the type

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Our header/display typeface is always ITC Avant Garde Gothic to which the marketing team may make available for use. Any of the available weights may be used. Our primary body typeface is Optima. Roman and Demi weights are the only ones available for use; they may be italicized where found to be appropriate. For purposes in which Optima is not a suitable typeface, Futura has been deemed our secondary body typeface. The medium weight is the only approved version of this typeface.

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header typeface ITC AVANT GARDE GOTHIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?   BOOK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?    BOLD body typeface OPTIMA

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?   ROMAN ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?     DEMI body typeface alternate FUTURA

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?   MEDIUM BRAND GUIDE

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the photos

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Photography used for ads, social media, our website and so forth should all have a similar feel. We want the photos to exude our keywords: reliable, dependable, safe, comfort, resourceful, helpful. Most of all, we want to portray hope. All photos should carry a sense of positivity whether that be portrayed by the actual imagery or the colours found in the photo. They should be simplistic unless they are of the team or special events.

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the graphics

Graphic elements are used to enhance the brand by complimenting a design. It must be a secondary element that is not overpowering. The patterns to the right have been created from the elements that the logo was built from and other symbols associated with the North Shore Rescue. The patterns may be used in ad design, package design for merchandise, and so forth.

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the usage

The North Shore Rescue logo, patterns and photography may be used in the creation of advertisements, stationary, consumer goods, uniforms, and team equipment. Here are some examples.

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+ applications stationary

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A sample stationary set is shown below. To acquire the templates for these items please contact the marketing team at nsrcreations@northshorerescue.com

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+ applications the fun stuff

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Here are some examples of how the brand can be used on uniforms, consumer items and team vehicles.

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Copyright © 2016 Jessica Wootton


Brand Guide | North Shore Rescue