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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.