Canadian Space agency Brand Guide 2018

Canadian Space Agency Agence spatiale canadienne

Brand Guide 2018

ASC

Agence spatiale canadienne

CSA

Canadian Space Agency

Agence spatiale canadienne

Photo Courtesy of © NASA

Did you know?

Canada’s most famous robotic and technological achievement the “CANADARM” made its space debut on the space shuttle columbia (STS-2) on November 13, 1981.

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Canadian Space Agency

Table of Contents

Canadian Space Agency

Brand Identity What is the Canadian Space Agency (CSA ASC)? . . . . 3 Key Attributes and Tone of Voice . . . . . . . . . . . . . . . . . . 4 Mood Board . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4-5

Brand Insignia Introduction to Logo Design . . . . . . . . . . . . . . . . . . . . 6-7 Size and Spacing Overview . . . . . . . . . . . . . . . . . . . . . 8 Logo Colour Variations . . . . . . . . . . . . . . . . . . . . . . . . . 9 Acceptable Usage and Violations . . . . . . . . . . . . . . 10-11 Font & Typography . . . . . . . . . . . . . . . . . . . . . . . . . 12-13 Colour Swatches . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Applications Photography & Imagery . . . . . . . . . . . . . . . . . . . . . . . .

Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Stationery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Essential Elements & Patterns . . . . . . . . . . . . . . . . . .

Exit Remarks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Identity Photo Courtesy of © SpaceX

Brand

LAUNCHING THE NEXT GENERATION

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Canadian Space Agency

What is the Canadian Space Agency (CSA ASC)?

The Canadian Space Agency was established by the Canadian Space Agency Act which received Royal Assent on May 10, 1990.

The agency reports to the federal Minister of Innovation, Science, and Economic Development.

The mandate of the Canadian Space Agency is to promote the

peaceful use and development of space, to advance the knowledge of space through science and to ensure that space science and technology provide social and economic benefits for Canadians.

The Canadian Space Agency’s mission statement says that the agency is committed to leading the development and application of space knowledge for the benefit of Canadians and humanity.

Photo Courtesy of © CSA-ASC

The CSA from Space

2011-05-12 - From aboard the International Space Station, ESA astronaut Paolo Nespoli took this bird’s eye view photo of Montreal. The red arrow points to the Canadian Space Agency’s headquarters, the John H. Chapman Centre. Credit: ESA/NASA

Brand Guide Guide 2018 2018 Brand

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Tone of Voice

In describing the nature and tone of the project CSA ASC Insignia, We implemented the key attributes gathered through extensive research.

In creating the tone of voice for this logo design, it was important to have fostered a balance between maintaining professionalism while evoking creativity towards a The agency decided on adding in diverse audience. some modern influences can also target younger audiences for the The three key business lines of future of Canadian space explothe agency is (1) Space utilizaration. tion, (2) Space Exploration and (3) Science and Technology.

KEY ATTRIBUTES Professional Exploration Forward Thinking Endless Possibilities Innovative Ground Breaking Technological Revolutionary Futuristic

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Canadian Space Agency

Mood Board

This mood board was inspired primarily by the Canadian Space Agency website, NASA, and SpaceX. To balance out the design in order for it to compliment with the tone of voice, most of the implemented elements are heav-

ily inspired from different Space themed movies like Interstellar, Star Wars, and The Martian movie.

This was also influenced by the current pop culture trends.

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Insignia Did you know?

Canadian Astronaut Chris Hadfield is the only Canadian to be at the controls of the Canadarm during Russian Mir Space Station operations.

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Canadian Space Agency

Brand

Photo Courtesy of Š NASA

Introduction The Canadian Space Agency logo was inspired mainly from my mood board and other inspirations.

In the process of making the final design, It took me a long time to decide on which logo from my mockups to use. Fortunately, with the help of the class, I was able to use this design as my final, it had the strongest design out of all of them.

The essential elements shown on the insignia as a whole represents the agency — The maple leaf is a

recognized symbol of Canada; it has also come to symbolize unity, tolerance, and peace. The stars represent space travel and endless possibilities. The rocket represents aeronautics, innovations and technological advancements. The sphere represents a planet.

Lastly, the typeface “Baskerville� was adopted as a global identifier of the Government of Canada in 1980.

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Size and Spacing Overview

Clear space frames for the logo with the “maple leaf� to separate it from the other elements such as headlines,text,imagery and the outside edge of printed materials.

The minimum size for reproduction of the CSA insignia is 5/8-inch.

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Canadian Space Agency

Logo Colour Variations

Full-Colour Logo

Greyscale Logo

Inverse Logo

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Acceptable Usage This logo reflects the history and tradition of the agency. As a prime brand identifier, There are standards to follow for the proper usage of the CSA-ASC insignia.

using a Grey colored or inverse insignia, it is best to choose a background that will clearly show all the insignia’s elements.

The logo should appear on a uniAlways use an insignia that is form area of the background and properly proportioned to the size shouldn’t be positioned on a busy of the page or panel to which it is area of an image. being applied. The insignia cannot be distorted, nor can it be stretched or otherwise altered in some form.

It must be included on all agency publications, displays, visual communications and markings. When

CSA-ASC Logo in it’s standard proportions.

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Canadian Space Agency

Greyscale Logo with the proper usage of Background.

Insignia Violations

Never delete elements of the insignia.

Never resize elements around the insignia.

Never add elements inside or around the insignia.

Never distort the insignia.

Never change the original colors of the full-colored insignia.

Never add other colors to any element of the one-color insignia.

Human

Never change or add outlines on design elements and sphere.

Never change the typeface in the insignia.

Resources

Never incorporate other text into the insignia.

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Font Usage

ABCdef

Baskerville Regular The typeface for CSA-ASC Type on the logo should be Baskerville Regular.

Helvetica Regular

ABCdef

Helvetica Oblique

ABCdef

ABCdef

ABCdef

ABCdef

ABCdef

Eurostile Regular

Eurostile Medium

Helvetica Bold

Eurostile Heavy

ABCdef

Eurostile Black The typeface for headlines, subheads and call-outs should be Helvetica or, if unavailable, Eurostile. The typeface for body text should be Helvetica.

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Canadian Space Agency

Revolutionary

FUTURISTIC Forward Thinking

Exploration

Professional Endless Possibilities

Technological

Ground Breaking

INNOVATIVE

Typography

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Color Swatches 100%

100%

75%

75%

50%

50%

25%

25%

10%

10%

CMYK 91C 69M 22Y 6K RGB 42R 88G 138B PMS 7685 C Hex #2A588A

CMYK 99C 79M 18Y 4K RGB 21R 75G 137B PMS 7686 C Hex #154B89

CMYK 84C 73M 58Y 75K RGB 16R 23G 34B PMS Black 6 C Hex #1011722

CMYK 17C 97M 93Y 7K RGB 192R 41G 45B PMS 7620 C Hex #BC2F2C

CMYK 4C 2M 2Y 0K RGB 243R 243G 243B PMS 663 C Hex #E5E1E6

Canadian Space Agency

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Did you know?

In 1947, fruit flies were launched into space. Scientists wanted to see how they reacted to space travel.

Later, in 1949, Albert II, a Rhesus monkey went to space.

Applications

Photo Courtesy of Š NASA

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Photography and Imagery

Photo Courtesy of © NASA , SpaceX and Unsplash

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Canadian Space Agency

Products

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Stationery

Stationery Mock-ups : Letterhead, Envelope, Business card and Devices

CSA-ASC Stamp Mock-up

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Canadian Space Agency

Gift Wrapper - Pattern Ver.1 Black

Essential Elements and Patterns Rocket Sphere Typeface Stars Maple Leaf Rocket Blast Pattern Version 1 - Black

Pattern Version 2 - White

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Photo Courtesy of © Nicola Gypsicola

“In the second century of Confederation, the fabric of Canadian society will be held together by strands in space just as strongly as railway the telegraphy held together the scattered provinces in the last century.”

— John H. Chapman (1967) Pioneer of the Canadian Space Program

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Canadian Space Agency

Canadian Space Agency

Agence spatiale canadienne

Brand Guide 2018

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Canadian Space Agency

Agence spatiale canadienne

Copyright Š 2018

Kate Remedio