Corporate & Chapter Visual Identity Guidelines. October 2011

Transcription

1 Corporate & Chapter Visual Identity Guidelines

2 Our Identity This logo/signature is intended to create positive recognition among Autism Ontario s members, stakeholders, and new audiences by serving as the key visual identity that communicates who we are, what our values and strengths are, and reflects our dedication to serving individuals with ASD, their families, and their communities across Ontario. This logo is a very valuable and critical asset to this organization. The only way to ensure the value of this logo in representing our brand is through consistent and uniform use in all, relevant Autism Ontario communications. Our name is Autism Ontario. When using our name in documents, use Autism Ontario. Do not use the acronym A.O. or AO. Primary Signature The Primary Autism Ontario signature is composed of three graphic elements our symbol (seeds of potential) our name and our tagline. These elements should always remain in fixed proportion to one another as per the example at right. Alternate Signature with or without Tagline Used primarily in materials promoting an Autism Ontario program (i.e., Abacus, Potential Program, Spirale) this word mark is used to anchor the materials where the sub-brand is the focus. Usually the sub-brand logo appears at the top left or right, and this word mark appears at the bottom left or right. (See page 8 for examples.) This mark is also used in advertising where space is limited. French Autism Ontario does not have a French-only nor bilingual chapter signature. The French name, Autisme Ontario, should however be used in all French text. Our Signature PRIMARY ALTERNATE with or without tagline STACKED LOGO: limited Provinicial Office use only Signature Integrity Never attempt to re-create these signatures always use the digital artwork provided. These guidelines were designed to maintain the integrity of Autism Ontario s identity and should be followed. Materials that deviate from the guidelines may need to be reprinted. For usage and design approval, more information or electronic copies of the logo please contact: Community Communications Coordinator at

3 Chapter Signature Primary Chapter Signature The primary Autism Ontario chapter signature should be used on all chapter stationery. It should also be used in all printed chapter materials where possible. Alternate Signature The alternate chapter signature (without the seeds of potential) can be used on promotional materials that require design accommodations or where space is limited. No French Chapter Signature Autism Ontario does not have a French-only nor bilingual chapter signature. The French chapter name, e.g., Autisme Ontario-Ottawa, should be used in French text. PRIMARY: Stationery, Signage, Place at top of designed materials ALTERNATE: Not for stationery. Place at bottom of materials Ottawa Puzzle Piece Do not use the puzzle piece in your communications materials or website. This is the visual icon/brand for Autism organizations in the US. For Ontario, we focus on the seeds of potential as our identifying icon. NOTE: The value of these elements is only realized when they are consistently used in all internal and external Autism Ontario Provincial Office and Chapter communications. The visual identity must be uniformly presented to ensure the brand and promise of Autism Ontario is communicated at every opportunity. Signature Integrity Never attempt to re-create these signatures always use the digital artwork provided. These guidelines were designed to maintain the integrity of Autism Ontario s identity and should be followed. Materials that deviate from the guidelines may need to be reprinted. For usage and design approval, more information or electronic copies of the logo please contact: Community Communications Coordinator at

4 Permissions Permitted Users Primary Logo: The primary logo, name, tagline, colours, and graphics can only be used by Provincial Office staff and authorized volunteers of Autism Ontario. Chapter Logos: A Chapter s logo can only be used by authorized Chapter staff and volunteers of that specific chapter, as well as by Provincial Office staff. Program Logos: Individual chapters may place sub-brand program logos in their communications materials to support our efforts to increase awareness and use of our special programs. (See page 7 for details.) Uses Not Requiring Prior Approval When using the logo as included on templates provided by the Provincial Office, such as for business cards or stationary, prior approval is not required so long as the logo is not being adjusted. Uses Requiring Prior Approval Any uses of the Autism Ontario logo or the Chapter logo that are not covered by the above section require the prior approval of the Provincial Office. Forward Requests to Provincial Office: All requests for uses will be considered by Provincial Office staff with the intent to ensure that all opportunities to place the Autism Ontario logo are taken and that the integrity of the logo, brand and the organization s values and mission are not compromised. Promotional Items (T-shirts, magnets, etc.): A copy of this graphics standards document, as well as an appropriate format of the logo is to be provided to the company producing the item. The proof (also known as the mock-up) is to be sent to Provincial Office for approval before proceeding with the production of such items. Puzzle Piece Do not use the puzzle piece in Autism Ontario communications materials or websites. This is the visual icon/brand for Autism organizations in the US. For Ontario, we focus on the seeds of potential as our identifying icon. Placement with Third-Partys To ensure the Autism Ontario brand and image are preserved, prior approval must be obtained from provincial office before any commitments are made for either the provincial or chapter logos to be printed/displayed by or in partnership with any other organization. (e.g., Logo on conference items, advertising with partner businesses/organizations). This includes reproduction on materials, publications and websites on third-party advertisements, websites, documents or promotional items. Placement of Third-Party Logos Equally, any intention to place third-party logos or third-party information on any of Autism Ontario s provincial or chapter websites, advertising or communications materials must also receive prior approval from the Provincial Office. Obtain Design Approval As the Provincial Office reserves all rights to these logos, it is strongly recommended that Chapters provide colour PDFs or samples of items they intend to print, or post on the web, in advance of printing. Any items printed or posted that include improper use of the logo will be required to be removed or destroyed immediately. And, if you are considering a design that has elements that have not been covered by the descriptions in this document, please contact the Provincial Office first. Contact If you or your Chapter have any questions regarding the use of the logo, please contact the Community Communications Coordinator at the Provincial Office. RESERVED RIGHTS Autism Ontario reserves the right to limit the use of the logo, by anyone, in any way, whenever the use conflicts with the intent of these Guidelines whether or not the specific use in question has been noted in these Guidelines. Autism Ontario will take all necessary steps to ensure the protection of its logo-related trademarks. 4

5 Signature Size and Spacing Minimum Size Minimum size restrictions ensure that our signature is always clearly legible. The spacing is determined by a square that has the same width and height as the width of the letters Aut in the title. (Shown as purple square at right.) Minimum Size: To preserve legibility, reproduction quality and the integrity of the Autism Ontario logo, minimum widths have been set at the following for both print and digital reproductions. - Print: 13 mm x 26 mm (½ inch x 1 inch) - Web: 75pt x 150 pt Clear Space To ensure the chapter signature stands out clearly, it must always be framed with an area of unobstructed space in all print and web applications. CHAPTER LOGOS Ottawa 5

6 Signature Consistency A logo or visual identity is only as valuable as the consistency in which is it used by an organization. The Autism Ontario identities must never be altered so as to ensure our public profile is consistenly bold and reliable. (See right.) Always Use Source Files to Create Graphics and Jpegs Do not create jpegs or other copies of the logo from any source other than an original electronic file (Adobe Illustrator or EPS) received from the provincial office. Do not create copies of the logo (e.g., jpegs for an Microsoft WORD document or a website) by scanning, copying or cropping the logo from other sources. Signature Integrity Logo Area Ratio 1x2 1 2 Never alter logo from its 1x2 proportions Keep white space between seeds of potential and the title clear at all times. Never stretch or alter the logo s proportions. For example, do not scan a copy of the logo from a brochure to create a jpeg that you will then use on your website. Get the source files from your Chapter office or the Provincial Office. Placement on Backgrounds Never move logo elements or add other elements. In most cases the logo should be placed on a white background. The Chapter text-only logo can be placed on white or blue only. (See right.) Autismontario Never change the font or apply other colours to the logo. Placement on Coloured Backgrounds Ottawa York Region York Region York Region 6

7 Program Identities Our Programs Autism Ontario has created sub-brand identities to support strong client and publc awareness of its special programs. These programs each have a set of their own graphic applications and visual stylings. However, all materials promoting these programs must also be anchored by the Autism Ontario corporate logo and branding. Chapter Use To support our efforts to increase awareness and use of our special programs, individual chapters may place sub-brand logos in their general chapter communicaitons materials (banners, brochures). These logos must not be posted in any location, print or web-based, without accompanying logos or branding of Autism Ontario (or Autism Ontario Chapter name). None of these programs exist on their own and should not be represented in isolation from Autism Ontario. NOTE: Each of the program logos use one or more of the official Autism Ontario colours as well as darker colour offsets of the original colours. However, these darker colours cannot be used in any materials that are not specific to those programs to which the colours belong. These logos cannot be altered in any way, and efforts to direct readers to the web address of these programs is encouraged. For Promotion Only: Chapters can use the logos to promote awareness. However, chapters cannot create program-specific materials or advertisements (e.g., Potential Program brochure, Calypso blast). These materials must be obtained from the Provincial Office. 7

8 Placement All Autism Ontario publications (print or electronic) and event materials must prominently include the Autism Ontario logo. Logo Placement A Full Logo The full logo (Head Office or Chapter, with or without tagline) should be placed at the top of materials so that it is prominent and sitting in an open space. (See A right.) The secondary, less often used location, as seen in our business cards other materials, is the bottom left corner. B Type-Only Logo The preferred placement for this logo is at the bottom right corner of a document. Either in black or white (or black and blue for chapter logo) depending on the background. Program Materials All program-specific materials must also include prominent, anchoring placement of an Autism Ontario logo. The preferred logo placement is at the bottom right corner of a document (usually as text-only logo to ensure our name is bold and easily noticed). (See B, C right.) Support for Central West Ontario Families Our Potential Program, offers a variety of enhanced family and community supports and resources to parents of children with Autism Spectrum Disorder across Central West Ontario. Également, nous offrons des programmes et des ressources en français. To speak to your Family Support Coordinator call: C 8

9 Our Palette Colour Significance Autism Ontario Red represents the initial feeling of helplessness, frustration and anger when autism is first determined. Autism Ontario Blue denotes hope, change, and support. Autism Ontario Green is for growth, vibrancy, living a full life, and the potential of the individual. Autism Ontario Green Pantone :: 383 C C: 20 M: 0 Y: 100 K: 19 Autism Ontario Blue Pantone : 307 C C: 100 M: 16 Y: 0 K: 27 Autism Ontario Red Pantone : 180C C: 0 M: 80 Y: 100 K: 10 You will see these colour-coding rules applied across all of Autism Ontario s communications (stationery, website, promotionals, etc.). R: 178 G: 187 B: 30 R: 2 G: 98 B: 136 R: 230 G: 46 B: 0 Colour Application Green: Autism Ontario Corporate and provincewide communications use green as its identifying colour. Blue: Blue is reserved for all Chapter identities and communications. Red: Red is used for Adult-specific communications and some donation-related communications. Note: While the primary colour for Chapter materials is Blue, chapters may use the Green in promotional materials, preferrably as second posters/ items in aseries (when 1 st is blue, or on T-shirts and other promotions.) For design purposes, these colours can also be done in graphic block tints of 10, 15, 25 and 50%. Promotional Materials Either use the full-colour logo or solid black or white on promotional items (T-shirts, pens, binders, etc.). Do not mix or alter the colours for printing on coloured promotionals. (See examples at right.) 9

10 Our Type Two fonts are used for all Autism Ontario materials and collateral. OHS Identifying Font Gill Sans, a sans-serif Multiple Master typeface, is widely used for our headlines and small blocks of copy. This font (a combination of light and bold weights) must also be used in all Autism Ontario posters, banners and corporate displays. Use a combination of Bold and Light weights for titles and other headline treatments. In all cases, body text and titles must be LEFT JUSTIFIED never centred or right justified. (Some headlines on posters can be centred.) Body Type Janson, a serif typeface, is used primarily for long tracts of professionally designed body copy (brochures, reports, etc.). This font should never used for alternative graphic elements such as titles or headings. Web For HTML web applications, all efforts should be made to create.gif or.jpg images that display Gill Sans headlines and titles for page section headers and highlighted copy. For automatic body text, Verdana or a default sans serif is the preferred font for coding. Title, Headline, Subhead Type Gill Sans Bold ABCDEFGHIJKLMN OPQRSTUVWYZ abcdefghijklmn opqrstuvwxyz ?!&*$%#( ),.; Used in headlines, titles and subtitles (in combination with Gills Sans Light). Body Type - For Professional Layout Only Janson 55 Roman, Bold, Italics ABCDEFGHIJKLMN OPQRSTUVWYZ abcdefghijklmn opqrstuvwxyz ?!&*$%#( ),.; Used for body text in reports, brochures, etc. Gill Sans Regular ABCDEFGHIJKLMN OPQRSTUVWYZ abcdefghijklmn opqrstuvwxyz ?!&*$%#( ),.; Use sparingly. Never use in headlines, titles, subheads. Use in small to medium blocks of copy. NOTE: Gill Sans Light ABCDEFGHIJKLMN OPQRSTUVWYZ abcdefghijklmn opqrstuvwxyz ?!&*$%#( ),.; Used in headlines, titles and subtitles (in combination with GIll Sans Bold). If you create public documents that will be printed from pdf or distributed in pdf, use Gills Sans for the titles. If however, you create documents that are distributed in Microsoft Word or PowerPoint, use either Arial or Calibri as a substitute for titles. For serif/body copy, use Palatino, and, if this is unavailable use Garamond. Avoid using the Times Roman font. 10

11 Specific Imagery Required Imagery is a critical component of Autism Ontario s brand and visual identity. Our goal is to show our community and people with ASD in bold, authentic photography so that we connect and reach out with the greater Ontario population. Our Imagery Showing Real People with ASD Autism Ontario makes every effort to commission photography of actual Ontario families and children, youth and adults with ASD. Showing Our Diversity Our imagery must always reflect the vast diversity of Ontario s families and children, youth and adults with ASD. The unique smiles, manerisms and poses of people with ASD should also be portrayed whenever possible so that we accurately reflect our rich and diverse community. Photo Styling The vast majority of our photos feature people on white backgroungs. This supports our clean and open corporate visual identity as well as provides us convenience to use the photos in many different applications without graphic constraints of people set in real settings. Stock Photography Should be Avoided Due to the critical need to create materials that authentically portray our community while motivating the general public to learn about and support our cause, we strive to use original photography. If stock is used, be sure that the photos you use accurately reflect our community and that the people in the images are set on an all-white background. 11

12 Design Objective All Autism Ontario print and electronic collateral designs are vital to both connecting with families of children with ASD and in attracting new donors and members to support our association. Imagery See page 11. Graphic Elements In addition to our bright photos of people and bold type, we also use solid blocks of colour to both help accentuate the design and to hold key text messages (e.g., website, phone number) and to separate sections. For Provincial Documents These blocks must always be either in Autism Ontario Green, Blue or Red or White or Black or a percentage tint thereof (10,15, 25 or 50%). Design & Layout North Bay and Area I have potential. Contact your local Chapter of Autism Ontario, and participate in an awareness event, or volunteer your time. Call: or visit autismontario.com/thunderabay Horizontal design using text version of logo and vertical block of colour. (Sample design) Thunder Bay For Chapter Documents These blocks must always be Autism Ontario Blue, Green or white or a percentage tint thereof (10,15, 25 or 50%). (Never mix Blue and Green in the same poster/document.) The samples shown at right represent the recommended Chapter style and look and feel for print and web collateral. Elements to Avoid Avoid using tints of photos, drop shadows, overlays or text. Added graphics such as puzzle pieces, arcs, swoops, lines and other unnecessary shapes are also not allowed. J ai du potentiel. Design using colour blocks. This example shows the full logo on top (with breathing space), 50% blue blocks to anchor photos and to create visual separation of text. The solid blue at the bottom anchors the entire design. We provide families with a variety of resources and parent supports in finding services for children and youth with ASD. autismontario..com/niagara Vertical design using full logo, horizontal block of Green to highlight important text. (Sample design) Your Autism Ontario-Peel Region chapter provides resources and parent support in finding services for adults with ASD. autismontario.com/peel Incorrect. Addition of embellishment, use of puzzle piece, drop shadows on graphic elements, missing logo. (Sample design) 12

13 Autism Ontario 1179 King Street West, Suite 004 Toronto, ON M6K 3C Fax: