HomeMy Public PortalAboutCorporate Branding _ Promotional Materials PolicyPage 1 of 5
COUNCIL
POLICY Effective Date: October 12, 2010
Amended: December 14, 2020 Page 1 of 5
SECTION: Administration
TITLE: Corporate Branding / Promotional Materials Policy
PURPOSE:
The intent of this policy is to ensure the appropriate and professional use of Town
of Oliver’s corporate identity and visual branding.
SCOPE:
This policy applies to Town of Oliver staff and its contractors, and any individual
who may at any time potentially be perceived as communicating on behalf of the
Town of Oliver, Council, Committee’s or other stakeholders.
POLICY STATEMENT:
Town of Oliver corporate symbols include the “Coat of Arms”, “Corporate Image”,
and Oliver Fire Department Logo as follows:
Coat of Arms:
The Town of Oliver “Coat of Arms” forms the organization’s corporate seal
and is impressed into bylaw documents, contracts, civic awards, and
enforcement officer crests.
Corporate Image:
The use of the Town of Oliver’s Corporate Image is regulated by the
guidelines outlined in the “Our Brand” document, dated May 2018 which
forms part of this policy.
Oliver Fire Department Image:
The use of the Oliver Fire Department’s Corporate Image is regulated by the
Fire Chief.
The Town of Oliver is the sole owner of the Coat of Arms, Corporate Image and
Oliver Fire Department Image.
Corporate Branding / Promotional Materials Policy
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Any material produced which incorporates the Town of Oliver Coat of Arms,
Corporate or Oliver Fire Department Images are classified as promotional
material.
POLICY:
The following principles are applicable to this policy:
1. Consistency of corporate style reinforces Council’s identity at all levels. A
consistent image must be portrayed across all forms of Council messaging
and branding so that the public instantly recognize it as official
communication.
2. All departments must portray a high quality, consistent identity and present
to the community as a single organization. To achieve this, all departments
are to use and promote the corporate logo in all official communications.
This includes but is not limited to, stationery, flyers, brochures, newsletters,
magazines, invitations, posters, booklets, electronic and multimedia
presentations, websites, social media sites, videos, signage (assets, fleet,
venues, facilities, etc.), display material, merchandise and advertising.
POLICY STATEMENT:
Council’s corporate branding guidelines “Our Brand” gives specific instructions on
how to apply all the elements of Council’s visual branding which includes
typography elements. The guidelines document is dynamic and its contents may
change from time to time to reflect further developments; i.e., 75th Anniversary
Logo, 100th Anniversary (greater Oliver).
No secondary logos are to be developed or implemented for branding purposes
without prior approval of the Chief Administrative Officer.
External parties must not use any of Council’s brand assets for false or misleading
purposes, or to endorse any products or services which do not align with Council’s
objectives.
The inappropriate or unauthorized use of Town of Oliver’s visual identity will be a
breach of this policy. Measures will be taken to correct inappropriate or
unauthorized use, and may include destruction of material which breach the
guidelines.
RESPONSIBILITIES:
The Corporate Officer is responsible for monitoring the guidelines to ensure
appropriate and professional use of Oliver’s corporate brand, and will provide
advice and assistance to staff on correct implementation.
Corporate Branding / Promotional Materials Policy
Page 3 of 5
PROMOTIONAL MERCHANDISE:
All requests for pins, or other promotional material, will follow the costs identified
in the Fees & Charges Bylaw except as noted:
Corporate Pins:
Corporate pins will be distributed by the Corporate Officer with the main purpose
to promote the Town of Oliver.
• Promotion of the Town at conferences or meetings
• Pins/Promotional material are provided to Council and Staff based on
the request and available supply
• 50 pins may be provided to groups free of charge
• 25 pins may be provided to individuals free of charge
A supply of 200 pins is the established inventory.
Souvenir/Gifts:
The Town may distribute other souvenir or gift items to guests of the municipality,
at conventions, conferences, meetings, and other special events at the discretion
of Council.
Council/Staff:
Newly elected Council members, and new staff on completion of probation, will be
provided with a shirt of their choice embroidered with the Coat of Arms or
Corporate Image at the Town’s expense.
Corporate Branding / Promotional Materials Policy
Page 4 of 5
Coat of Arms:
The Coat of Arms was received from Mr. Robert D. Watt, Chief Herald of Canada
under powers held by His Excellency the Right Honourable Romeo Adrien
LeBlanc, Governor General of Canada and Head of the Canadian Heraldic
Authority at a ceremony held in Oliver Town Hall on Saturday, June 17, 1995.
Corporate Images:
Corporate Branding / Promotional Materials Policy
Page 5 of 5
Town of Oliver Flag:
The field is blue. Across the horizontal centre line is a wavy band of gold. In the centre, on
the band is a large gold circle and on it a smaller blue circle. In the centre of the blue circle
is a sixteen rayed sun. The flag blends the imagery of the water with the sun and the
central “O” for Oliver.
Attachments:
Our Brand, May 2018
1Brand Guidelines |Our Brand
May 2018 Version 1.2
Oliver
CANADA’S WINE CAPITAL
The Town of Oliver
2 3| Brand Guidelines Brand Guidelines |
THIS IS A GUIDE TO THE BASIC
ELEMENTS THAT MAKE UP OUR
BRAND. IT WILL LET YOU GET TO
KNOW US BETTER...
THESE GUIDELINES
DESCRIBE THE VISUAL
AND VERBAL ELEMENTS
THAT REPRESENT THE
BRANDED IDENTITY OF
THE TOWN OF OLIVER.
Cover Photo by Tony Munday
Defining our Brand
Rationale | Attributes
Logo
Construction | Exclusion Zone
Minimum Size | Application
Family/Variations
Color
Palette | Application
Typography
Print | Online | Style
Telling the Story
Tag-Lines | Photography
Story Telling | Story Starters
Checklist
Contents
4-5
6-10
11
12
13-15
16
The Town of Oliver
4 5| Brand Guidelines Brand Guidelines |
WHAT IS A BRAND IDENTITY?
WHY USE THESE GUIDELINES?
ATTRIBUTES OF OLIVERDEFINING OUR BRAND
OLIVER IS A FAMILY
OLIVER IS FULL OF HISTORY
OLIVER IS FARM TO TABLE COUNTRY
OLIVER IS MULTICULTURALATTRIBUTES OF OLIVER
The first thing mentioned when talking about Oliver is the sense of community
and how fantastic the people are. The community is described as a place where
it is easy to make friends and friends become family. Oliver is regularly said to be
family friendly where multi-generations live.
Oliver has a very strong history with railroads, mining, ranching, and first
nations. Before there was Oliver there was the city of Fairview, a boom-and-
bust community from Gold Rush times. Oliver is said to be born of the water. BC
Premier John Oliver (who the town of Oliver is named after) spearheaded the build
of the irrigation canal (the ditch) in 1919 bringing water to new farm lands. The
irrigation canal made this dry desert landscape the perfect place for agriculture.
The museum displays the area’s history.
With more than 400 farms, orchards, vineyards, cultivating the land to grow
fresh produce, agriculture has been at the heart of Oliver since the early 1900’s.
It doesn’t stop at the farm. Vine to bottle, tree to pie and field to plate, Oliver
produces some of the areas best wine and culinary experiences in the country.
Oliver is composed of many different cultures. The Sylix (Okanagan) First Nation
have the longest history here. The Osoyoos Indian Band is a significant part of the
patchwork that makes up our community. Over the years many different cultures
have immigrated here bringing their expertise in farming with them. Portuguese,
East Asian, and Latin American traditions are all woven into the fabric of our
community.
The Town of Oliver needs to manage how its brand is represented across all
visual media in various different situations. The identity system in this document
has been created to fulfill this purpose and the guidelines herein explain how
to correctly depict and embody our brand ethos consistently across different
applications and in various markets to maintain the integrity of the Town of Oliver’s
brand.
A brand identity represents the values, services, ideas and personality of an
organization. It is designed to increase recognition and build perceptions of the
organization in its chosen market place. This brand identity needs to be graphically
represented and usually includes elements such as logos, supporting graphics,
colour palette, typography and photography choices. Within its guidelines, the
identity uses examples to visualize how a brand should be depicted across various
different visual media.
With the diversity of our community and its people, we are many things. If we look
carefully at who we are and what we stand for there is a handful of attributes that
represent us.
The Town of Oliver
6 7| Brand Guidelines Brand Guidelines |
OUR LOGO IS VERY PRECIOUS TO US.
WE TOOK OUR TIME DEVELOPING OUR
BRAND SO PLEASE BE NICE TO IT.
SECONDARY LOGOS. WHEN YOU
JUST NEED ANOTHER OPTION TO MAKE
OLIVER LOOK AS GOOD AS POSSIBLE.
The thought process: This word-mark is a refresh of past logo concepts. The Serif
font in Oliver continues showing a level of class and warmth. The colour bar pulls
colours from Oliver’s agricultural industry leading into a grape leaf and tendril. The
refreshed tag-line is present in all versions of the logo.
This is the primary logo for the community of Oliver. It is the preferred version
of the logo for all digital, online and printed collateral including all printed
publications, advertising, billboards, posters, flyers and product packaging.
This is the landscape version of the secondary logo combined with the supporting
graphic. Please note the leaf and grape tendril at the end of the colour bar are no
longer present. When the primary logo is not the best option, this is the preferred
version of the logo for all printed collateral including all printed publications,
advertising, billboards, posters, flyers and product packaging.
This is the stacked (portrait) version of
the secondary logo combined with the
supporting graphic. Please note the leaf
and grape tendril at the end of the colour
bar are no longer present. When the
primary logo is not the best option, this is
the preferred version when space is not
at a premium in layout and an alternate
shape is required for the best impact.
This is the Supporting graphic in the brand. It can be
used in conjunction with the above logo or as part of
one of the secondary logos. It should never be used
on its own unless being used as a Social media Icon
or an avitar.
The Town of Oliver
8 9| Brand Guidelines Brand Guidelines |
19mm min.
10mm min.
.
The minimum exclusion
zone margin for all
our logos is based on
double the size of the
dot in the letter ‘i’ in
Oliver. With all logos, a
clear space of the circle
must be maintained on
all sides.
On all sides, the
exclusion zone should
be measured from the
farthest edge of the
logo. No element may
encroach on this space.
We don’t want to come across all
doom and gloom, but there is a right
way and a wrong way to present our
logo.
01 Space around the logo
Always leave the logo some space to
breathe. Try to use white or neutral
backgrounds.
02 Not right
Do not rotate or stretch the logo.
03 Colour clash
Do not place the logo on the wrong
colours.
04 Not good
Do not use the negative logo on
backgrounds that are too light or
cluttered.
Other incorrect usages
Do not replace the typeface used within
the logo with another or change the
colour or size of any of the elements
within the logo.
Minimum size, bigger is better.
Landscape logos must not be
reproduced at a size smaller
than 10 mm in height.
Stacked logos must not be
reproduced at a size smaller
than 19mm in height.
EXCLUSION ZONE. A LITTLE ELBOW
ROOM TO HELP US STAND OUT.
WE WANT TO LOOK GOOD ALL THE TIME,
SO TAKE TIME TO CONSIDER HOW TO
APPLY OUR LOGO.
01
02
03
04
The Town of Oliver
10 11| Brand Guidelines Brand Guidelines |
SAY HELLO TO EVERYONE IN THE
FAMILY. IF YOU CAN’T FIND IT HERE
WE DON’T WANT YOU TO USE IT.
OUR COLOURS DEFINE OUR BRAND.
WE’RE BOLD, BRIGHT AND CONFIDENT.
SIMPLE AND TO THE POINT.
The Town of Oliver
logo exists in both
a primary version
and secondary
versions in stacked
and landscape
options. Use of all
versions should
be determined
according to their
suitability for the
layout. There are
four permissible
variations: Full
colour, gray-scale,
all black and all
white.
The use of the
supporting graphic
should be carefully
considered. It is
not permissible
that the graphic be
used as the default
identifier in place of
the complete logo.
The colour palette is bright and intended to be used as accents to a neutral
background to accompany the logo. Broad areas of these intense colours are
not recommended. Included are the References for CMYK and RGB values
for consistency across different media. Where possible, the logo should be
reproduced in the CMYK color process. Equivalent colors can be composed
using the RGB references included when the logo is used digitally.
R: 184
G: 41
B: 47
C: 30%
M: 100%
Y: 100%
K: 0%
#B8292F
R: 94
G: 131
B: 35
C: 45%
M: 0%
Y: 100%
K: 43%
#5E8323
R: 252
G: 188
B: 34
C: 0%
M: 28%
Y: 96%
K: 0%
#FCBC22
R: 111
G: 204
B: 221
C: 52%
M: 0%
Y: 13%
K: 0%
#6FCCDD
R: 153
G: 153
B: 153
C: 43%
M: 35%
Y: 35%
K: 1%
#999999
R: 0
G: 0
B: 0
C: 75%
M: 68%
Y: 67%
K: 90%
#000000
Pantone
1805C
Pantone
123C
Pantone
310C
Pantone
370C
Pantone
179-7C
Pantone
6C
The Town of Oliver
12 13| Brand Guidelines Brand Guidelines |BRAND GUIDELINES | 9
.
.
TYPOGRAPHY IS THE
BACKBONE OF DESIGN,
GETTING IT RIGHT IS
PARAMOUNT.
Typefaces. Print
Our primary
typefaces are
Adobe Caslon Pro
and Myriad Pro
Regular.
Headline Fonts
Body Copy Fonts
Typefaces. Online
When technology allows
for it, Myriad Pro and
Open Sans should
be used in any web
applications. The default
fall back font is Arial.
Typefaces. Style
Text for correspondence and publications
should preferably be set upper and lower
case and flush left with ragged right edge.
Capitalization should never be used for
body text, but is acceptable for headings.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Ji Kk Ll Mm Nn Oo Pp
Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
The quick brown fox jumps over the lazy dog
Aa Bb Cc Dd Ee Ff Gg Hh Ii Ji Kk Ll Mm Nn Oo Pp
Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
The quick brown fox jumps over the lazy dog
Aa Bb Cc Dd Ee Ff Gg Hh Ii Ji Kk Ll Mm Nn Oo
Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
The quick brown fox jumps over the lazy dog
Aa Bb Cc Dd Ee Ff Gg Hh Ii Ji Kk Ll Mm Nn Oo Pp
Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
The quick brown fox jumps over the lazy dog
// Myriad Pro - Regular
// Open Sans - Regular
// Adobe Caslon Pro
// Myriad Pro - Regular
Mm
Mm
Mm
Mm
TELLING THE STORY,
HERE IS WHERE YOU START.
Tag-line
Canada’s Wine Capital - This is a strong
statement that paints the picture of
being high quality and the best at what
we do. It is slightly modified from our
previous tag-line of “The Wine Capital
of Canada” for simplicity and ease of
communication.
Secondary Tag-line’s
Born of the Water, Blest by the Sun
This is from the communities Crest. It
pays homage to agriculture and our
history of “the ditch” while connecting
the sun and our weather.
Cultivate a moment – Connecting
Oliver experiences with an agricultural
twist.
Our roots run deep – connecting our
history with agriculture.
A vintage for every taste – playing off
different wine vintages year over year.
Oliver is surrounded by stunning vistas
and iconic images which are easy to
capture. The slope to cliché images is a
slippery one. It is important to continue
to tell a story in our images.
Experiential photography is important.
People are needed in our images
experiencing the subject matter. The
focus is not the people, they are there
to enhance what the experience is. The
goal is to have the viewer of the image
able to visualize themselves in that
location or doing the activity. Faces of
the people are not required. Creative
cropping may also achieve this affect.
For further details on this concept
please review EQ Photography provided
by TOTA.
Photography
The Town of Oliver
14 15| Brand Guidelines Brand Guidelines |
.
Oliver, Farm to Table Country
We are Canada’s Wine Capital, and of course our wines pair well with just about
anything. Whether it’s a gourmet meal prepared by a Red Seal chef at your new
favourite restaurant, a midday break at the local bakery, or a visit to one of our
markets for fresh produce and exotic spices, Oliver’s diversity of flavours tempt
any palate. Pair with more than 35 wineries, and it’s bon appetit time.
Our selection of vintages, available directly from the wineries or local retail outlets,
is second to none. Every style and flavour, including reds, whites, rosés, sparkling
and ice wines are available. Wineries of every type and size are willing to open
their doors and let wine enthusiasts swirl and sip. Pair a bottle with specially
crafted dishes at a winery patio, or with local artisan cheese and nibbles for an
impromptu picnic on the winery grounds. The views are as good as the wines.
From rejuvenating summer sipping to fortifying winter comfort food, Oliver is farm-
to-table country. It’s where the chefs tend herb gardens and sustainable is part of
our culinary culture.
Outdoor Adventure
Outdoor adventure, whether it’s ascending McIntyre Bluff, trekking the
backcountry to Ripley and Madden Lakes, or strolling the boardwalk at Vaseux
Lake to glimpse a golden eagle, there’s a trail to get you out of (and around) town.
Desert-like conditions mean Oliver is home to a variety of unique flora and fauna,
and new trails to explore the area evolve every few years. Bring your bicycle -
Oliver’s 18.8 km Hike and Bike Trail allows for two-wheeled adventures, and you
may want to stop and catch the salmon run in the fall.
TELLING THE STORY,
HERE IS WHERE TO START.
Story starters for the media.
Stay, Relax, Taste, Explore
Stay - Camp under the open sky, with the moon for a flashlight and the stars as
your map. Visit a winery and stay for the night...in the lap of luxury. Pitch a tent, plug
in, draw a bath - however you travel, we have a place for you to rest your head.
Relax - From historical landmarks to hockey, birding to basketball, Oliver is where
you can learn a thing (or two), and relax at the same time. Explore the original town
site at Fairview, wind down with a walk to the beach at Tuc-el-Nuit lake; its non-
motorized mantra means hours of uninterrupted floating for those seeking quiet
relaxation.
Taste - From summer patio sipping to winter comfort food, Oliver is farm-to-table
country. Whether it’s a gourmet meal, a midday break at the local bakery, or a visit
to the Mexican grocer for a special spice, Oliver’s diversity of flavours tempt any
palate. Pair with more than 35 wineries, and it’s bon appetit time.
Explore - With plentiful activities all year, picking your favorite season is a challenge.
Winter brings a hush, but with a variety of indoor and outdoor pursuits. Spring,
that’s blossom season. Summer is hot, wineries tempt you with a glass of vino on a
sun soaked patio. Fall bring s the harvest, as we reap the benefits of our land.
BEST TO HAVE A CHECKLIST.
THEN YOU KNOW THAT YOU HAVE
DONE EVERYTHING RIGHT.
The Checklist...
01 The Logo
Only use logos that are complete and
in an appropriate version, created from
original digital artwork. Please check that
you have respected the minimum size
and exclusion zone requirements.
02 Backgrounds
The logo should not appear on light or
cluttered images without being reversed
out.
03 Graphics
Check that any supporting graphics or
graphic elements do not marginalize,
obscure or overpower our logo.
04 Typography
Check that our typefaces have been
used appropriately where applicable.
05 Design
Be sure to provide these guidelines to
third parties or collaborating partners.