Download view - cifar

cifar brand standards
1
Introduction
CIFAR’s updated visual identity
reflects our heritage of excellence
in collaborative, global research
and uses bold typography, imagery
and messages to signal CIFAR’s
renewed emphasis on opening up
and engaging the world in research
that addresses the pressing issues
and challenges of our time.
cifar brand standards
2
Wordmark
The updated wordmark features the full name of the organization, alongside the bold acronym. By spelling
out CIFAR’s full name we are highlighting the heritage and research-based nature of the organization. The
updated CIFAR wordmark does not have an accompanying symbol or icon. Red is used for “CIFAR” for
several reasons. Red is energizing, powerful and active - key qualities inherent in both CIFAR’s work, and
the organization itself. Secondly, red has a rich history from early art to mechanized printing. It is truly a
classic colour. Finally, as a truly national entity, red is appropriately and confidently Canadian.
cifar brand standards
3
Colours
Primary Colours
secondary Colours
CIFAR’s principal colour palette consists of red,
black and white. This scheme keeps the brand
rooted in an aesthetically classic print tradition.
Secondary colours provide life and diversity to the
brand. However, these should be introduced through
colour photography (see imagery section.)
RED is used in three
ways: as solid page
backgrounds, for large
headline text, and to
accentuate words in
deck and body copy.
Uncoated Paper
(preferred)
PMS 032 U
C:0 / M:78 / Y:73 / K:0
Coated Paper
PMS 032 C
C:0 / M:90 / Y:60 / K:0
Screen + Web
R:224 / G:45 / B:33
HTML E02D21
BLACK is consistently
used for all body copy,
and most headlines and
decks. Black is classic,
and ensures legibility
across all media.
Uncoated Paper
(preferred)
PMS PROCESS BLACK U
C:0 / M:0 / Y:0 / K:100
Coated Paper
PMS PROCESS BLACK C
C:0 / M:0 / Y:0 / K:100
Screen + Web
R:0 / G:0 / B:0
HTML 000000
LIGHT GREY is used
sparingly as a page
background for special
content, or to diversify
a document with mainly
white pages.
Uncoated Paper
(preferred)
PMS COOL GRAY 1 U
C:0 / M:0 / Y:0 / K:8
Coated Paper
PMS COOL GRAY 1 C
C:0 / M:0 / Y:0 / K:6
Screen + Web
R:239 / G:239 / B:239
HTML EFEFEF
White is used in two ways: as knocked-out type
on dark backgrounds, and as white space. The latter
emphasizes ideas with cleanliness and confidence,
while providing visual pacing and focus.
Screen + Web
R:255 / G:255 / B:255
HTML FFFFFF
cifar brand standards
4
Wordmark Usage
Backgrounds
SAFETY ZONE
SOLID BG: BLACK
SOLID BG: BLACK
SOLID BG: LIGHT
Be sure to always leave
empty space around the
wordmark equivalent to
the uppercase letter “F”.
When the logo is 1”
wide or more, use this
version of the logo on
a black background.
When the logo is less
than 1” wide, use the
fully knocked-out
version of the logo on
a black background.
Use the standard red and
black wordmark on light
backgrounds measuring
no more than 10% black
(or equivalent.)
COMPLEX BG
CONSISTENT BG
SOLID BG: MIDDLE
SOLID BG: MIDDLE
On backgrounds that
are too complex, such
as colourful images
and patterns, use the
wordmark framed by
the safety zone in white.
As long as it remains
legible, the knockedout wordmark may be
applied to consistent
backgrounds that are
not necessarily solid.
For middle-grey or certain
coloured backgrounds,
use the knocked-out
version of the wordmark
to ensure legibility and
contrast.
Never use the red
and black version
of the wordmark on
backgrounds where
a lack of contrast will
limit legibility.
cifar brand standards
5
Wordmark Usage
Colour and Form
CANADIAN
INSTITUTE
FOR
ADVANCED
RESEARCH
Never alter
the font of
the wordmark
Never alter
the colour of
the wordmark
Never alter the
word stacking
of the wordmark
Never alter the
sizing ratios
of the wordmark
Never apply outlines,
shadows or effects
to the wordmark
Never apply
images or textures
to the wordmark
Never alter the
disposition of
elements in the
wordmark
Never “squish”
or “stretch” the
wordmark
cifar brand standards
6
Typography
DESIGN
WORD / WEB / EMAIL
Typography is a fundamental brand element. The
two official brand typefaces are Gotham (sans serif)
and Garamond 3 (serif). These two fonts bridge
classic and contemporary design, offering a vivid
aesthetic contrast within the brand.
Use Helvetica (or Arial) and Times New Roman
may for word processing, web or email purposes. For
Word text, use Helvetica / Arial at 12pt, and Times
New Roman at 13pt. For email text use Helvetica /
Arial at 13 pt.
AaBbCcDdEe
AaBbCcDdEe
Garamond 3 Medium: principal font for headlines, sub-headlines, decks, body copy, and quotes
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVv...1234567890
Garamond 3 Medium Italic: use sparingly in any size to add emphasis
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVv...1234567890
Gotham Book: sub-headlines, body copy, captions
AaBbCcDdEe
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUu...1234567890
Gotham Medium: for bold body copy (use sparingly), never for headlines
AaBbCcDdEe
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUu...1234567890
cifar brand standards
7
Typography
Design Example
How can we
have the greatest
possible impact
on the challenges
that matter most
to the world?
This is a typical document
title page or headline: large
lowercase Garamond is set
in black, with one element
highlighted in red italics.