Visual Identity Guide
HIFS — Visual Identity Guide 01 1.0 IDENTITY STANDARDS 1 2.0 THE SYMBOL 2 3.0 THE WORDMARK 2 4.0 COLOUR PALETTE 4 5.0 BLACKOUT, WHITEOUT AND GREYSCALE 5 6.0 UNACCEPTABLE USAGE 6 TABLE OF CONTENTS PG.
1.0 IDENTITY STANDARDS
These identity standards have been developed in order to provide a foundation for consistent application of key visual elements that make up the HIFS Logo.
The purpose of this manual is to explain the components of the HIFS visual identity, to define it’s symbol design standards, and to illustrate how these standards are applied.
The goal of these identity guidelines is to protect the strength the HIFS visual identity. Used properly, the guidelines found within this document help to maintain visual continuity in all applications.
WHY IS THIS NECESSARY?
Following the guidelines and rules will aid in providing continuity to the HIFS identity.
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2.0 THE SYMBOL
The symbol is composed of a hummingbird above a 8 point star/flower. The 8 point star - the creation star is stylized with a star blanket pattern. The star contains people within the design at the 4 directions, representing community/partnerships, family and the 4 stages of life.
The hummingbird contains: 4 wings representing ; 4 stages of life, the founding 4 doulas, and the: mental, physical, emotional, spiritual.
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3.0 THE WORDMARK & SECONDARY WORDMARK
The HIFS wordmark is composed of Harabara typeface - regular weight, which has been specially kerned to fit the overall design of the logo.
Wordmark
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4.0 COLOUR PALETTE
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CMYK 100- 37 -49-14 RGB 40- 111- 118 Hex# 007077 Turquoise Pantone 254 C CMYK 87 - 0 -39- 0 RGB 72 - 176- 173 Hex# 00b1ae Cyan Pantone 326 C CMYK 42 - 100- 0- 0 RGB 137- 41- 139 Hex# 9f248f Purple Pantone 254 C CMYK 24 - 74- 0- 0 RGB 169 - 99- 163 Hex# bf63a6 Pink Pantone 681 C CMYK 40 - 40-40- 100 RGB 0 - 0- 0 Hex# 020000 Black Pantone Black 6 C
5.0 BLACKOUT, WHITEOUT & GREYSCALE
Blackout
When blackout is used, this form of the symbol must only be used against background colours light enough to hold enough contrast to maintain legibility.
White out
When white out is used, this form of the symbol must only be used against background colours strong and dark enough to hold enough contrast to maintain legibility.
Greyscale
When greyscale is used, when there is limitation to only a greyscale print job. This form must only be used against a light enough background colour to maintain legibility.
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6.0 LOGO VARIATIONS
Whenever possible use the full colour version of the logomark in full colour on a white background.
Horizontal Logo
Circular Logo
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GE
A few rules are necessary for maintaining the integrity of the brand. Do not compromise the overall look of the symbol by skewing, or distorting in any way — that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. Here are a few examples of ways you should NEVER apply to the HIFS Logo.
A. Do not rotate the symbol.
B. Do not squash or stretch the symbol.
C. Do not add dropshadows
D. Do not add an outer glow
E. Do not place the symbol on a background that does not allow significant contrast to the symbol.
If questions about usage arise please contact X-ing Design.
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8.0 UNACCEPTABLE USA
A. X B. X
C. X
D. X
E. X
HIFS — Visual Identity Guide 08 For further information contact: Megan Currie X-ing Design Regina, Saskatchewan Tel: 306 351 2441 e-mail: mdcurrie@x-ingdesign.ca www.x-ingdesign.ca
