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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 Page 2 of 5 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.