We’re here to offer educational support within Emily Carr so that together, we can build the skills and confidence to tackle your academic and creative challenges!
The way we look and sound matters, so we’ve developed an accessible and flexible brand identity to help you create materials – the more consistent we are in telling our story, the better able we are to support students in their creative journeys.
Centered around our promises, values and goals, our identity crystallizes the essence of our community and strengthens how we communicate about our space and services. Though we want to guide you into the right direction, we want to leave room for you to put your own creativity to work as well.
Strategy
Purpose & Promise
Values
Purpose & Promise
To offer creative, academic and professional enrichment through individualized, peer-to-peer and group workshops, so that together we can build students’ competence and support their learning endeavours.
We promise to provide an inclusive and collaborative space for students to receive constructive feedback on their work, and to offer support so that students can feel guided and motivated.
Values
Flexible and diverse. Various services and mentors/tutors.
Adaptability Agency Support
Tangible skills in being selfdirected academically, creatively and professionally.
Relationships
An inclusive and welcoming community that offers personalized help.
Collaboratively tackling academic, professional and creative challenges.
Logo
Logo mark
Wordmark & Icon
Responsive logo
Lockups
Clear Space
Colour use
What to not do
Logo
The Learning Space logo uses simple shapes, forms and characters, to ensure that the logo is legible, adaptable to different sizes and use in formats both online and in print.
The shapes have meaning related to TLS:
• The arc and circle, a smile representative of the brands inclusivity and creativity.
• The line, acts as an underline, highlighting the importance of writing .
Icon & Wordmark
Responsive Use
When smaller scale for logo markings are required, the full combination mark is not always legible. The word mark & icon can be used in its stead.
The icon can also be used when there is no need for title. While the word mark can be used when the icon is not required.
Lockups
Lockups are adapted forms of the logo, mark and icons. They allow for ease of cohesion in how the brand marks can look.
Here are multiple which include combinations of layouts with the icon, wordmark and tagline.
Adapted for different platforms and layouts.
Clear Space
It is important to give the logo, wordmark and icon enough space and padding surrounding it, to allow for it to be legible. The logo & wordmark have clear space the size of the character T as sized with either mark. While the icon uses the L character. (see right)
Clearspace for logo & wordmark
Clearspace for icon
Single Colour Use
Use of logo, wordmark and icons in single colour use and with brand colours. Colour combinations should keep the logo, icon and mark legible at all times.
What not to do
Typography
Primary Typeface
Supporting Typeface
Hierarchy
Type for Canva Principles
Downloading Type
Primary Typeface
Outfit in the weights Semibold, Medium and Regular is the main type face chosen for TLS. It was chosen for its clean and easily legible appearance. As well the type face is used in the brands logo.
Type can be done in any of the brand colours. The typeface is available on Google fonts for free.
Outfit type specimen
Supporting Typeface
The supporting typeface Roboto Serif, was chosen for use in captions and pull quotes. The type face has a soft and welcoming feel. Should be done in only Black or White. This typeface is also available for free on Google fonts.
Typography
Roboto Serif type specimen
Hierarchy & Use
The following act as a how to on size, weight and font to use within brand assets.
Typography
Alternate Type
While using Canva, the basic version does not allow for type to be added, we’ve provided alternates to use. (These will also be found in the actual Canva templates)
Type can be done in any of the brand colours.
Hierarchy
Typography
Principles
Margins
Leading, the distance below and above lines of text.
Typography
Principles
Tracking, the distance between letter characters.
Capitalization
Typography
Downloading Type
Both Outfit and Roboto Serif can be downloaded from the button below.
Download Here
The fonts can also be found in the brand package or can be downloaded from google fonts for free directly.
Type as seen on Google fonts.
Primary Palette
Colour Palette
Pink, Cyan and Lime come from Emily Carr University Colours.
Yellow and Red are TLS specific colours.
Underline Black and Canvas
White act as supporting colours.
Support Yellow Relationship Pink
CMYK: 0, 99, 10, 0 HEX: #F20082
CMYK: 1, 27, 99, 0 HEX: #FBBD17
Learning Cyan Agency Red
CMYK: 79, 3, 66, 0 HEX: #00B082
CMYK: 7, 88, 94, 1 HEX: #DE452C
Adaptable Lime
CMYK: 35, 1, 100, 0 HEX: #B3D035
CMYK: 100, 100, 100, 100 HEX: #000000
CMYK: 2, 1, 1, 0 HEX: #F7F8F9
Canvas White
Underline Black
System
Margin’s
Canva Templates
Margin’s
Always ensure at least 108px of margins and padding around your composition for text, logo, and CTA elements. Only visual elements are going to break this margin rule.
Large screen touchpoint with margins.
Canva Templates
All templates will be provided in the brand package. The Canva templates have visual assets and type included. Will include:
• Instagram square post
• Instagram stories
• Slide deck
• Large screen
• Posters
Slide deck overview, on Canva.
Instagram Post’s
Canva templates for instagram posts.
Instagram Stories
Brand colours can be used for text, visual assets and background. But the logo, icon and wordmark should stay in original colour form or in black/white.
Canva templates for instagram stories, showcasing use with white background and brand coloured.
Large Screen
Large screen, made for TV monitors found around the school. Content should be mainly text based, with only a headline and CTA. As this format will only be briefly skimmed over by students. Therefore, text should be short and engaging.
Headline
Goes Here.
Call-To-Action Goes Here
templates for large screen format.
Posters
Poster templates provided for size 24 x 36 in.
Structured template, built for conveying TLS services or dates for events, includes space for more informational text content. (seen to the right)
Promotional based template, for event specific or TLS only promotions (see next page).
Heading Here
Heading
Here
Section Title Date / Time or Location
Written Feedback is great for those who are unable to find time to meet with a tutor due to timezone differences. You simply upload your writing and receive your feedback by end of the appointment!
Section Title Date / Time or Location
Written Feedback is great for those who are unable to find time to meet with a tutor due to timezone differences. You simply upload your writing and receive your feedback by end of the appointment!
Section Title Date / Time or Location
Written Feedback is great for those who are unable to find time to meet with a tutor due to timezone differences. You simply upload your writing and receive your feedback by end of the appointment!
Section Title Date / Time or Location
Written Feedback is great for those who are unable to find time to meet with a tutor due to timezone differences. You simply upload your writing and receive your feedback by end of the appointment!
Section Title Date / Time or Location
Written Feedback is great for those who are unable to find time to meet with a tutor due to timezone differences. You simply upload your writing and receive your feedback by end of the appointment!
Section Title Date / Time or Location
Written Feedback is great for those who are unable to find time to meet with a tutor due to timezone differences. You simply upload your writing and receive your feedback by end of the appointment!
Structured poster template
Section Title Date / Time or Location
Written Feedback is great for those who are unable to find time to meet with a tutor due to timezone differences. You simply upload your writing and receive your feedback by end of the appointment!
Section Title Date / Time or Location
Written Feedback is great for those who are unable to find time to meet with a tutor due to timezone differences. You simply upload your writing and receive your feedback by end of the appointment!
Section Title Date / Time or Location
Written Feedback is great for those who are unable to find time to meet with a tutor due to timezone differences. You simply upload your writing and receive your feedback by end of the appointment!
Section Title Date / Time or Location
Written Feedback is great for those who are unable to find time to meet with a tutor due to timezone differences. You simply upload your writing and receive your feedback by end of the appointment!
Section Title Date / Time or Location
Written Feedback is great for those who are unable to find time to meet with a tutor due to timezone differences. You simply upload your writing and receive your feedback by end of the appointment!
Section Title Date / Time or Location
Written Feedback is great for those who are unable to find time to meet with a tutor due to timezone differences. You simply upload your writing and receive your feedback by end of the appointment!
Section Title Date / Time or Location
Written Feedback is great for those who are unable to find time to meet with a tutor due to timezone differences. You simply upload your writing and receive your feedback by end of the appointment!
Section Title Date / Time or Location
Written Feedback is great for those who are unable to find time to meet with a tutor due to timezone differences. You simply upload your writing and receive your feedback by end of the appointment!
Section Title Date / Time or Location
Written Feedback is great for those who are unable to find time to meet with a tutor due to timezone differences. You simply upload your writing and receive your feedback by end of the appointment!
Section Title Date / Time or Location
Written Feedback is great for those who are unable to find time to meet with a tutor due to timezone differences. You simply upload your writing and receive your feedback by end of the appointment!
Section Title Date / Time or Location
Written Feedback is great for those who are unable to find time to meet with a tutor due to timezone differences. You simply upload your writing and receive your feedback by end of the appointment!
Section Title Date / Time or Location
Written Feedback is great for those who are unable to find time to meet with a tutor due to timezone differences. You simply upload your writing and receive your feedback by end of the appointment!
Posters
Promotional posters, can have more vibrant and visual focused content, as the main goal of these posters is to attract and engage the audience.
Call To Action Goes Here
Subheader Location/ Date Of Event
Promotional and On Edge poster templates.
Language
Brand Voice
Trueline
Tagline & CTA’s
Brand Voice
When we speak, we sound friendly, knowledgeable, encouraging, welcoming, supportive and inclusive.
We are never judgemental, nor condescending; never dismissive, uninterested, nor intimidating.
We can be challenging, without being overwhelming. Informative without being overbearing. And constructive without being harsh.
Trueline
The trueline is a true statement about The Learning Space, acts as a grounding point for the language TLS uses u
Empowering students to understand university expectations and capacity to learn, grow, and comprehend in order to get the most out of their education
Tagline & CTA’s
The Tagline is important to engaging the audience and ensuring that the brands mission is conveyed accurately. Calls to Action (CTA’s) are synthesized from the tagline, creating an action from the audience
Where ideas meet.
Level up. Your Ideas.
Deadlines to finish lines.
All of these can be used as headlines in promotional and brand assets.
Two brains are better than one.
Collaboration sparks innovation.
Applications
Digital Touch Points & Mockups
Print Touch Points & Mockups
Instagram
Instagram post and story mockups.
Website
Website mockup
Large screen
Large screen mockups
Posters
Stickers & Bookmarks
Sticker mockup on laptop.
How to cite work seen in-person in MLA format
Iterations for bookmarks, graphic and informational (citation content).
Carr Emily. Above the Gravel Pit. 1937. Oil on Canvas. Vancouver Art Gallery, Vancouver.
Imagery
Visual Elements
Photography Use
Visual Elements
Shapes, forms and characters that can be used for brand assets. Use examples can be found in brand package assets e.g. slide deck and Canva templates.
Shapes and letters isolated from logo and icon, these are what make up the base of the visual assets. All in brand colours.
Visual Elements
These forms and examples can be found within the brand package and already exist in Canva templates.
Visual element forms
Examples
Element use examples
Photography use
In the case that photography is required for brand assets.
Templates provided have slots reserved for photos, in print assets photo should be 300 ppi min. and for digital 72 ppi min.
