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NORTH SHORE RESCUE BRAND DESIGN GUIDE | 2017


TABLE OF CONTENTS WHO WE ARE��������������������������������������������2 HISTORY ESSENCE + PERSONALITY

THE LOGO��������������������������������������������������8 LOGO + COLOUR VALUES LOGO SIZE + ISOLATION DO’S + DON’TS

VISUALS, IMAGERY & TYPE��������������������16 COLOUR PALETTES + COMPLIMENTS PATTERNS + TEXTURES PHOTOGRAPHY + IMAGES TYPE + FORMATTING

APPLICATIONS����������������������������������������26 STATIONARY UNIFORMS + EQUIPMENT VEHICLES

FINAL NOTES������������������������������������������34

NSR BRAND GUIDE


WHO WE ARE


HISTORY North Shore Rescue (also referred to as NSR) was founded in 1965 to assist civil defense activities — the team would help in first aid, riot control, fire fighting, vehicle extrication and search-and-rescue. We would also be first to respond if a nuclear disaster struck; rising tensions with the Cold War emphasized the need for a contingency plan. Over time, NSR shifted from being a civil defense unit into a committed search-andrescue team. The group adapted, trained and focused on search-andrescue operations in the North Shore Mountains. We were one of the first units in BC to use search dogs for such operations.

NSR BRAND GUIDE

Today, with over fifty years of experience and over 2,500 operations conducted, NSR is one of the oldest search-andrescue teams in Canada. In addition to the service we provide, we also educate the public on outdoor safety. Our team is committed to providing a free, life-saving service 24 hours day, 365 days a year.


WHO WE ARE


ESSENCE + PERSONALITY The essence of North Shore Rescue can be defined by the following four terms: 1. Devoted 2. Enduring 3. Brave 4. Vigilant When creating any composition for NSR, it should reflect the team’s service to the public. It is something that is provided year-round, any time of the day — no exceptions. A fun or aloof tone should be avoided; while we do spend a lot of time outdoors, our work is serious, crucial, and urgent. The North Shore environment is no joke; the environment is broad, vast, and hazardous.

NSR BRAND GUIDE

Our team must endure these environments to ensure the safety of those who are caught in it; it is treacherous and tentative work. Furthermore, while we do save and recover many victims from distress, not everyone is fortunate enough. Nonetheless, the team continues its service. While not all operations succeed, we remain vigilant and attentive, ready to help those in need.


DEVOTED

VIGILANT

ENDURING

BRAVE

WHO WE ARE


THE LOGO


LOGO + COLOUR VALUES North Shore Rescue’s logo is a combination mark, comprising of a silhouette of the Golden Hinde mountain located in Vancouver Island. This mountain is placed above strong text, stating the search-and-rescue group’s name. While it may not be immediately obvious, there are also a pair of hands reaching out to one another within the mountain itself. The logo comprises of three main colours, including a shade of black. A blue-gray is used to colour the mountain, and a bright red is used to add accents to the compass points and the plus sign. The black uses a degree

NSR BRAND GUIDE

of cyan to add some subliminal tone. The ‘Mountain Blue’ is the official colour used in the mountain for the logo; however, it can be interchanged with other earthy tones or other, deep shades of blue (see Colour Palettes + Compliments, P.17-18). With that being said, the type colour and the accent red should not be changed. If the logo is to be placed on a dark background, the white or inverse logo should be considered. As a rule of thumb, if the type is hard to discern, the white or inverse logo should be used.


CMYK

PANTONE

RGB

HEX

C84 M54 Y37 K14

7699C

R52 G100 B124

#40647D

C50 M0 Y0 K100

-

R0 G21 B34

#1C222C

C0 M90 Y99 K0

Bright Red C

R239 G64 B37

#EE3F24

The inverse logo. The background is placeholder, and is not actually part of the logo itself.

THE LOGO


LOGO SIZE + ISOLATION The capital O’s in the logo should be used as the point of reference for area of isolation. Two O’s should be measured against the very ends of the base of the mountain, and a third at the very top of it. The fourth O should be measured against the bottom of the plus sign. It should be noted that the apex of the N in will extend past the boundary created by the leftmost O. This is intended, and the protruding apex should not be used as a point of reference. The minimum size of the logo should be 2.55” across. If you are unsure if you have a good size, print a test page. A toonie should barely cover the hands in the mountain.

NSR BRAND GUIDE


Note how the apex of the N extends past the boundary created by the O.

2.55�

THE LOGO


DO’S + DON’TS 1. If space is limited, it is okay to remove the mountain and leave the type. 2. Changing the mountain colour is okay. Earthy tones and other deep blues are acceptable (see Colour Palettes + Compliments, P.17-18) 3. Do not stretch, skew, warp or rotate the logo. The shape of the mountain should not be altered. 4. Do not change the type, or change the positioning of the type. 5. Do not change the snow patterns in the mountains. 6. Do not embellish the logo. 7. Do not use three or more colours. The colour of the compass needles and the plus should always be red. 8. Do not outline or apply a stroke to any part of the logo.

NSR BRAND GUIDE


1

5

2

6

3

7

4

NORTH SHORE

SEARCH + RESCUE

8

THE LOGO


VISUALS, IMAGERY & TYPE


COLOUR PALETTES + COMPLIMENTS Deep blues are commonly used in North Shore Rescue compositions, with varying shades of red to compliment. A Helicopter Yellow is also used as a compliment in NSR documents and stationary. As mentioned in Logo + Colour Values (P.9), the mountain’s colour can be changed to any other shades of dark blue or other earthy tones. With that being said, this should only be done if the Mountain Blue does not compliment the colours of the composition. Additionally, if the text is difficult to read, the white or inverse logo should be used instead.

NSR BRAND GUIDE


Example colours that can be used for the mountain. The indicated colour is Mountain Blue, the primary colour for the logo.

C0 M90 Y99 K0 R239 G64 B37

C0 M30 Y80 K0 R253 G186 B77

An accent colour, Medical Red. Darker shades of this colour are acceptable to use.

An accent colour, Helicopter Yellow. This colour should be limited to stationary.

VISUALS, IMAGERY & TYPE


PATTERNS + TEXTURES Patterns are acceptable and can be used in a composition; however, if the pattern gives a childish and whimsical impression, it should be avoided. In regards to texture, a great variety can be used as an accent to compositions. Anything that depicts the wilderness and environment of the North Shore can be considered effective.

NSR BRAND GUIDE


VISUALS, IMAGERY & TYPE


PHOTOGRAPHY + IMAGES When selecting images for any project related to North Shore Rescue, strong imagery that depicts a natural BC environment is appropriate. Images that show team members in action are fitting too. NSR’s iconic yellow helicopter is also a good subject to keep in mind. Generally speaking, any images that are used should reflect the essence of NSR (see ‘Essence + Personality,’ P.5). If you think an image does not depict any — if not all — of the four terms that reflect NSR, it should not be used. In addition, photos showing gore and serious injury should be avoided. Black and white images are acceptable to use. Ensure that there is enough contrast between the whites and black for the most impact.

NSR BRAND GUIDE


VISUALS, IMAGERY & TYPE


TYPE + FORMATTING With North Shore Rescue, structured, sans-serif fonts are suggested for general use. Bold sans-serif fonts with heavy weights are suggested for headers. Condensed fonts are also acceptable. Any sans-serif font that pairs well with the header will work. There is specific formatting for the team name when used in body text. When starting body text in a new section, the full name of the team (North Shore Rescue) should be used. Consecutive use of the team name within the same section should use the acronym (NSR) instead.

NSR BRAND GUIDE


EXAMPLE TEXT:

HEADER These particular header and body fonts are used throughout this guide. Aximus ad es evendae cepratur? DINPro, Black (18pt) + Avenir, Book (9pt)

HEADER Sandus doluptat. Num diam que poris quuntis eiciuscia cus aceribus. Valis, querid facientea tam aude condam perniura. Niveau Grotesk, Black (18pt) + Futura PT, Book (9pt)

HEADER

Dus, tem fugitiunt aut aut faccaborero que omnisinciunt untiam aperupt atiore. Obsedo, morei poenate morevid it.

Balboa, Fill (20pt) + DINPro, Regular (8pt)

An example of good name formatting. Notice how at first mention, the full name is spelled out, and how subsequent mentions are abbreviated.

North Shore Rescue was founded in 1965 to assist civil defense activities — the team would help in first aid, riot control, fire fighting, vehicle extrication and search-and-rescue. Over time, NSR shifted from being a civil defense unit into a committed search-and-rescue team. The group trained and focused on search-andrescue operations in the North Shore Mountains.

VISUALS, IMAGERY & TYPE


APPLICATIONS


STATIONARY Our stationary should be simple and clean. Envelopes, notepads, letterheads, and business cards should include: 1. Mailing address 2. City and province 3. Website 4. Email address 5. Telephone It should be noted that there are two addresses that are applicable to North Shore Rescue — a mailing address and a headquarters address. The headquarters address should not be used, as the location is not regularly staffed and has no regular office hours. The mailing address should be used in any stationary as a result. NSR also has a fax number. This is an optional item that can be added to stationary. If it is added, it should be added next to the actual phone number. The listed information above is mandatory, and it should be clear and obvious to readers. Avoid intricate ornament, fine details and literal imagery.

NSR BRAND GUIDE


Example letterhead, scaled to 25% of the original size (left). Example envelope, front and back, scaled to 25% of the original size (below).

Mail: 147 East 14th Street North Vancouver, BC

Fax: 604 985 3733 Tel: 778 338 6300

Example business card, scaled to 50% of the original size.

nsr@northshorerescue.com northshorerescue.com

Water.

Be prepared for the worst so we don’t have to be.

Lighter. Multitool. Emergency Food. First Aid Kit. Compass. Map. Flashlight.

Loretta Salas Search-and-Rescue Responder Mailing Address: 147 East 14th Street North Vancouver, BC V7L 2N4 778 338 6300 northshorerescue.com

APPLICATIONS


UNIFORMS + EQUIPMENT Our uniform pieces should have a logo on it in some fashion. If budget permits, heavy-duty uniforms should have the logo embroidered for durability and longevity. Equipment should display the logo too, mainly to denote property ownership. If space permits, equipment should include some contact information, such as an address or a phone number. Vinyl stickers are acceptable to use. If budget permits, engraving is permitted too. If you are unsure as to what logo version to place on items, the white version is the most versatile to use. Ultimately, it depends on the colour of the area where the logo will be applied.

NSR BRAND GUIDE


APPLICATIONS


VEHICLES The logo can be used on any vehicle, though it should be large enough to be seen from a distance. With commercial vehicles, the logo should not be treated like a bumper sticker. On vehicles, the type of logo used depends on the colour of the vehicle. The regular logo can be used on any light-coloured background. With brightly coloured emergency vehicles, the white version of the logo can be used on top of bright red or orange to maintain it’s high visibility. Depending on the type of vehicle and space available, the mountain can be removed altogether, leaving only the text.

NSR BRAND GUIDE


APPLICATIONS


FINAL NOTES Congratulations! You have completed North Shore Rescue’s brand guide. Just remember, when creating any composition for NSR, the brand essence is key. Keep your composition aligned with the four terms, stick with the guidelines, and you’ll be successful.

APPLICATIONS


Designed by Marvin Dejasco © January MMXVII

North Shore Rescue Brand Guide  

A 2017 brand guide for North Shore Rescue.

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