Recommendations
Recommendation #3 Create a Town of Vulcan-specific Brand Standards and Practices Manual or Style Guide
This would be far more in depth than the Countywide Style Guide and will incorporate all the requirements that come from meetings with CBS, including their approval process. The Brand Style Guide will contain graphic design standards for logo identity and slogan use. Continuity and consistency are critical when developing a strong branding program that can create top-of-mind awareness. The logo and branding design should give the community an easily recognizable identity – a symbol and message that represents the community and the experiences it has to offer. Whenever the logo is used, it should bring to mind images of enjoying that community. Repetition helps reinforce the viewer’s perception, but consistency is the only way to ensure logo and brand recognition. That is why the Style Guide is a detailed document, providing specific instructions on how to use the graphics.
The BLT will be responsible for overseeing proper use of the graphic identity. The Style Guide will provide the official guidance for how to use Vulcan’s graphic identity. This would be used by every local organization including the hospital, school district, Town of Vulcan, Vulcan County, VBDS, Chamber of Commerce, and Vulcan Tourism. All materials, once designed, would be approved by the Brand Leadership Team to make sure partnering organizations are adhering to the Manual. COST: $15,000 TIMELINE: As soon as approvals are secured by CBS. The Style Guide would be presented to them for approval before being put into use locally. TASK RESPONSIBILITY: Brand Leadership Team working with Vulcan Business Development Society.
In addition to proper use of the graphic identities, examples of wrong usage of the logo need to be defined. Combining the logo with other logos or branding elements should not be permitted.
Vulcan, Alberta - October 2011
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