Royal Canadian Legion Brand Manual by RCLDC

There Is Strength And Power In Numbers.

Corporate Identity and Brand Standards Manual Document Last Updated: 05/2013

BRAND COMPONENTS

L E G I O N CO R P O R AT E I D E N T I T Y

Positioning

Our Corporate Tagline There is Strength and Power in Numbers. The core component of our new brand: â&#x20AC;˘ Our mission is to serve Veterans, which includes serving military and RCMP members and their families, to promote remembrance and to serve our communities and our country.

ÂŠ Royal Canadian Legion 2013

Corporate Legion Black

Corporate Legion Red

PMS Black C

PMS 186 C

C M Y K 67 64 67 67

C M Y K 12 100 91 3

R G B 45 42 38

R G B 207 16 45

WEB SAFE #2d2a26

WEB SAFE #cf102d

If you have any questions regarding the use of the Legion identity contact Dominion Command at marketing@legion.ca

BRAND COMPONENTS

L E G I O N CO R P O R AT E I D E N T I T Y

Logos without Tagline

Artwork

Application Sizes

Logo Colour Options

Digital files with .eps extensions should be used for printed materials. Those with .jpg extensions should be used primarily for on-screen viewing. Please consult your vendor for their preferred file format before submitting artwork for production. Electronic files for the Legion logo can be found at legion.ca/logos

The minimum application size for the Legion logo is 1.0 inch or 2.54 centimeters. The length is measured from the left side of the “L” to the right side of the Poppy.

You have five basic options from which to choose:

Legion Logo Properties and Limits The Legion logo should occupy its own space. Always maintain a generous “safe” area equal to half the height of the logo on all sides. Note the clearly defined spacing limits in the examples.

A P P L I C AT I O N S I Z E S

.5x min.

• Colour version • Greyscale version • One colour version • Reversed with red Poppy version • Reversed version, in which the entire logo is shown in white against a dark background.

CO LO U R O P T I O N S

1.0” min.

.3519” min.

.5x min.

2.54 cm min.

.8939 cm min. X

.5x min.

If you have any questions regarding the use of the Legion identity contact Dominion Command at marketing@legion.ca

BRAND COMPONENTS

L E G I O N CO R P O R AT E I D E N T I T Y

Provincial Command Logos

Use of the Provincial Command Logos follow the same guidelines as the Standard Legion Logo.

BRITISH COLUMBIA/YUKON COMMAND

ALBERTA-NORTHWEST TERRITORIES COMMAND

SASKATCHEWAN COMMAND

MANITOBA AND NORTHWESTERN ONTARIO COMMAND

ONTARIO COMMAND

DIRECTION DU QUÉBEC QUEBEC COMMAND

NEW BRUNSWICK COMMAND DIRECTION DU NOUVEAU-BRUNSWICK

NOVA SCOTIA/ NUNAVUT COMMAND

PRINCE EDWARD ISLAND COMMAND

NEWFOUNDLAND AND LABRADOR COMMAND

EUROPE ZONE

WESTERN ZONE OF USA

EASTERN ZONE OF USA

If you have any questions regarding the use of the Legion identity contact Dominion Command at marketing@legion.ca

BRAND COMPONENTS

L E G I O N CO R P O R AT E I D E N T I T Y

French Version

Artwork

Application Sizes

Logo Colour Options

The minimum application size for the Legion logo is 1.0 inch or 2.54 centimeters. The length is measured from the left side of the “L” to the right side of the Poppy.

You have five basic options from which to choose:

French version of the logo is available. Preferred use of the logo is without the accent.

A P P L I C AT I O N S I Z E S

.5x min.

• Colour version • Greyscale version • One colour version • Reversed with red Poppy version • Reversed version, in which the entire logo is shown in white against a dark background.

CO LO U R O P T I O N S

1.0” min.

.3519” min.

.5x min.

2.54 cm min.

.8939 cm min. X

.5x min.

If you have any questions regarding the use of the Legion identity contact Dominion Command at marketing@legion.ca

BRAND COMPONENTS

L E G I O N CO R P O R AT E I D E N T I T Y

Logos with Tagline

Artwork

Application Sizes

Logo Colour Options

The minimum application size for the Legion logo with tagline is 2.2615 inch or 5.7441 centimeters. The length is measured from the left side of the “T” to the right side of the Poppy.

You have five basic options from which to choose: • Colour version • Greyscale version • One colour version • Reversed with red Poppy version • Reversed version, in which the entire logo is shown in white against a dark background.

S E E CO LO U R O P T I O N S O N P R EV I O U S PAG E

A P P L I C AT I O N S I Z E S

.5x min.

2.2615” min.

.5x min. .694” min.

There Is Strength And Power In Numbers. 5.7441 cm min.

1.7627 cm min.

There Is Strength And Power In Numbers. .5x min.

There Is Strength And Power In Numbers.

If you have any questions regarding the use of the Legion identity contact Dominion Command at marketing@legion.ca

BRAND COMPONENTS

L E G I O N CO R P O R AT E I D E N T I T Y

Poppy

A compact version of the logo has been

Artwork

created. Although the Poppy appears to

The Poppy artwork can be acquired by contacting Dominion Command.

be a shortened version of the full-size logo, it is, in fact a different design.

You have five basic options from which to choose: • Colour version

Remembrance in Canada cannot be used by

• Greyscale version

any organization or individual for any purposes

• One colour version

without the express written permission of

• Reversed with red Poppy version

Dominion Command. All requests for use of

• Reversed version, in which the entire logo is shown in white against a dark background.

Secretary of the Poppy and Remembrance

Poppy Mark Proportions and Limits

Committee at Dominion Command. The Legion

Always maintain a generous “safe” area equal to half the height of the “Poppy logo” on all sides of the logo. Note the clearly defined spacing limits in the examples.

does not have trademark rights to the biological representation of the Poppy or any other

.5x min.

representations of the Poppy. Only the Poppy symbol indicated here is under the control of The Royal Canadian Legion. For questions, or to obtain usage approval, contact Dominion Command.

.5x min.

Rule

The Poppy, when used as a symbol of

the Poppy Symbol are to be addressed to the

.5x min.

If you have any questions regarding the use of the Legion identity contact Dominion Command at marketing@legion.ca

.5x min.

BRAND COMPONENTS

L E G I O N CO R P O R AT E I D E N T I T Y

Incorrect Logo Treatments

Legion Logo Use For approved logo usage, please refer to the previous pages.

Legion Logo Misuse Never use anything but the approved and provided logo. • Never attempt to create your own Legion Logo. Golf Tournament

• Never reproduce the logo in non-approved colours. • Never stretch or alter the logo’s proportions. • Never attach anything to the logo. • Never use part of the logo; it is an integral unit; always keep it whole, unless approved by Dominion Command. • Never use the logo as part of a sentence or phrase. • Never alter the horizontal orientation of the logo. • Never use the logo with too little space around it.

IMPROPER USAGE

You are the “heart” of the brand

• Never print on top of the logo. • Never use the logo as a watermark.

If you have any questions regarding the use of the Legion identity contact Dominion Command at marketing@legion.ca

BRAND COMPONENTS

L E G I O N CO R P O R AT E I D E N T I T Y

A P P L I C AT I O N S I Z E S .6875x min.

1.375” min.

Artwork

half the height of the logo on all sides. Note the clearly defined spacing limits in the examples.

Logo Colour Options You have two basic options from which to choose: • Colour version • Greyscale version

Application Sizes

Ladies Auxilary Badge

The minimum application size for the Legion Badge is .75 inch or 1.930 centimeters. The length is measured from top to bottom of the badge.

.5” min.

1.269 cm min.

Same as rules apply for the Ladies Auxilary Badge. You have two basic options from which to choose: .75” min.

1.930 cm min.

• Colour version • Greyscale version

Legion Badge Properties and Limits The Legion logo should occupy its own space. Always maintain a generous “safe” area equal to

BLACK AND WHITE OPTION

Official Colours for the Legion Graphics Pantone

Grey%

Hex #

Websafe

RED

186C coated stock 032U uncoated stock

0 0

100 90

81 86

4 0

185 196

0 57

53 53

50%

F20017

FF0000

BLUE

286C coated stock 301U uncoated stock

100 100

66 45

0 0

2 18

58 51

81 95

154 155

90%

0D3692

003399

GOLD

465C 872U metallic

20 32 58 0 198 175 121

30%

CB9F5B CC9966

BROWN

1405C

0 36 100 63 104 82 13

70%

5E3C00 663300

LIGHT

127C

0 7 50 0 248 236 154

10%

FFED7B FFFF66

LADIES AUXILARY BADGE

If you have any questions regarding the use of the Legion identity contact Dominion Command at marketing@legion.ca

BRAND COMPONENTS

L E G I O N CO R P O R AT E I D E N T I T Y

Typefaces

(SAMPLE CHARACTERS)

As an integral part of the Legion’s brand

Georgia Regular

Georgia Bold

the following Georgia font should be used.

Horizontal Scale: 100% Kerning / Track: 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@

Georgia Italic

Georgia Bold Italic

Horizontal Scale: 100% Kerning / Track: 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@

This font is one of the Legion’s unique handwriting and adds emphasis to the personality of this new identity. Please refer to the following samples for usage.

TYPEFACE – GEORGIA

If you have any questions regarding the use of the Legion identity contact Dominion Command at marketing@legion.ca

BRAND COMPONENTS

L E G I O N CO R P O R AT E I D E N T I T Y

Typefaces

(SAMPLE CHARACTERS)

As an integral part of the Legion’s brand the following Sense fonts should be used. This font is one of the Legion’s unique handwriting and adds emphasis to the personality of this new identity. Please refer to the following samples for usage

TYPEFACE – SENSE

Sense Thin Horizontal Scale: 100% Kerning / Track: 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@

Sense Regular Horizontal Scale: 100% Kerning / Track: 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@

Sense Extra Bold Horizontal Scale: 100% Kerning / Track: 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@

Sense Thin Italic Horizontal Scale: 100% Kerning / Track: 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@

Sense Italic Horizontal Scale: 100% Kerning / Track: 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@

Sense Extra Bold Italic Horizontal Scale: 100% Kerning / Track: 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@

Sense Extra Light Horizontal Scale: 100% Kerning / Track: 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@

Sense Medium Horizontal Scale: 100% Kerning / Track: 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@

Sense Black Horizontal Scale: 100% Kerning / Track: 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@

Sense Extra Light Italic Horizontal Scale: 100% Kerning / Track: 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@

Sense Medium Italic Horizontal Scale: 100% Kerning / Track: 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@

Sense Black Italic Horizontal Scale: 100% Kerning / Track: 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@

Sense Light Horizontal Scale: 100% Kerning / Track: 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@

Sense Bold Horizontal Scale: 100% Kerning / Track: 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@

Sense Light Italic Horizontal Scale: 100% Kerning / Track: 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@

Sense Bold Italic Horizontal Scale: 100% Kerning / Track: 0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!”#$&%()+/?@

If you have any questions regarding the use of the Legion identity contact Dominion Command at marketing@legion.ca