brand guidelines - cae.com · table of content 1 brand elements 1.1 logotype cae logotype...

Your worldwidetraining partner of choice

Brandguidelines

July 2017

Expressing our brand

The visual elements of our brand – our signatures, colour palettes, typography and graphic vocabulary – are the essential tools for conveying our brand message. This guide provides up-to-date brand and identity information. It also provides practical guidelines and sample artwork that meet the requirements of most brand usage-related requests. Proper and consistent use of brand elements will ensure effective communication with our internal and external customers, shareholders and suppliers. CAE’s branding guidelines are managed by Global Communications, supported and implemented by the business unit marketing teams, and fully endorsed by CAE’s senior executive team.

Should you have questions or concerns, or require branding approval, please contact the branding representative listed on the backcover of this document.

Table of content

1 Brand elements1.1 Logotype

CAE logotype

Protection space / Minimum space

Social media icon

Black and white versions

Do’s and don’ts

1.2 SignatureCAE signature / CAE signature positioning

CAE signature in combination with CAE logotype

1.3 Product brands and joint ventures

Product naming / Capitalization

Civil Aviation applications

Defence & Security applications

Healthcare applications

Internal logotypes

Internal logotype applications

Trademarking

Co-branding / Joint ventures

CAE’s vision

Brand definition

Unifying our brand

Brand personality

Brand differentiators

Communication objectives

2 Style guide2.1 Typography

CAE typeface

Recommended typographic applications

Alternative font

Don’ts

2.2 ColoursUsage proportions

Identity colours / Supporting blue

Supporting colours

Screened tints / Play with them

Examples of applications with 1 or 2 supporting colours

2.3 ImageryPhotography inspiration

People shown in real-life situations

People looking directly into the camera

Close up to focus on professional gestures

Corporate visuals

3 Applications3.1 Stationery

3.2 Marketing material

3.3 Recruitment

3.4 Tradeshows & events

3.5 Promotional items

3.6 Facilities & signage

3.7 Website

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Upcoming

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This visual of CAE’s vision can be used in documents but we will not reprint new Vision statements for our facilities for now.

CAE’s vision

Brand definition

Our brand is the embodiment and hallmark of our objectives and messaging. Foremost, it represents CAE’s integrity and passion for excellence. It also represents our vast experience and deep expertise, as well as the strength of our partnerships. With our customers’ goals in mind, we develop innovative, reliable simulation equipment, create first-class training environments and always deliver on our commitments.

A strong CAE brand

Sets us apart. Brings us together. Saves time and money.No other entity is legally entitled to use our product names or the unique graphic representation of our name.

All businesses in the company are required to use the branding system to identify our business, products and services. Over time, such use builds loyalty to CAE and equity in the CAE brand, giving us a competitive advantage when introducing new products and services.

The establishment of a single set of standards eliminates repetitious and needless work. Just as we strive to ensure our customers’ success, the proper and consistent use of our names, taglines and logo helps ensure our own success as a business, as an employer and as a good corporate citizen.

Unifying our brand

Together, we must unify and simplify our brand around one company, one CAE, in keeping with our vision to be the training partner of choice worldwide. A unified brand will strengthen our brand position around the world. That’s why, all CAE entities and divisions will use the CAE corporate logotype exclusively in new advertising, collateral, websites, buildings, business cards, etc., by the end of the 2017 calendar year. Please note that older inventory (marketing collateral, business cards, etc.) should not be replaced. The new branding should be used on new items going forward.

Brand personality

Pride balanced with humility

Future-minded driveand dynamism

Professionalismwith a passion

Leading without bragging. Inviting comparison with confidence. Stating our stature and factualadvantages without boastfulness. Respecting the competition rather than denigrating it. Allowing our audiences to make their own informed decisions.

Actively demonstrating our thought leadership, as well as the technological innovation and network evolution, that both dynamically drive positive change today and anticipate industry, customer/partner and pilot needs of the future.

Ensure all 8,000 CAE employees share and continue our 70 years of expertise—in product innovation, program design and aviation personnel development with an enthusiasm and passion unmatched by any other organization, for the advancement of the industry and benefit of our partners worldwide.

Openness and understandingBeing accessible and listening to audiences more closely – from cadets to CEOs – so as to better meet their needs. Working to better understand our customers’ unique cultures and individual needs; showing our greater flexibility and proactivity in providing the programs, services and solutions to help their businesses or organizations succeed.

Brand differentiators

Unmatched Progressive

Proven Human

MOST COMPLETE OFFERINGBroadest, most comprehensive end-to-end, full-professional-lifecycle training (and staffing) solutions offering, with the largest network and most global presence.

TRAINING INNOVATORSBeyond the technology, we constantly innovate across the breadth of our services and their delivery. Our internal obsession with excellence and a customer-focused approach drive us to achieve to a higher level — with our flexibility, uncommon agility, and better solutions more perfectly tailored to any customer’s or organization’s individual culture and specific needs.

“TRUE EXPERIENCE” PROVIDERSWe have 70 years of experience as a developer and deliverer of products and programs that are at the cutting edge of simulation and training innovation, seamlessly and fully integrable across platforms and sectors. At any level, the CAE Experience is always closer to “the real thing”, and as such, considerably more beneficial and valuable.

IMPASSIONED ORCHESTRATORSCAE, and the 8,000+ professionals it employs unite as committed and experienced orchestrators of the world’s most enriching experiences, rewarding not only for the training recipients, but for the companies and organizations they work for, and the millions worldwide who ultimately benefit from the training/staffing we deliver.

AdvancedTECHNOLOGY LEADERSOur organization is rooted in the development of leading simulation technologies. As such, staying at the technological forefront with an industry leading pipeline and products remains fundamental to virtually every aspect of our business.

Simplicity

People

One Company

Impact

Communicating clear, simple messages across presentations, advertising, and corporate communications—through rigorous use of this design platform and its guide to style and tone—will help substantiate the perception of CAE as an easy-to-do-business-with ‘thought leader’.

We populate our communications wherever possible and in every channel that can carry it. The human presence not only engages audiences more completely, it emphasizes the fact that CAE’s entire business is built on and revolves around people training people.

To ensure we present a unified front and more effectively reach our platform’s goal of communicating as One Company, each CAE communication action should be evaluated according to its level of compliance with the brand attributes identified.

When developing any communication tool —be it advertising, presentations, or a tradeshow booth—select design or strategic options that might result in greater impact and significantly boost CAE’s awareness (i.e. seeking originality in the position or size of ads, so as to be distinctive from competitors).

Coherence In addition to building brand equity with repeatedly clear and recognizable messages, the coherence and commonality of our communication actions, integrated across our many touchpoints, will solidify the perception of CAE as offering consistent levels of service worldwide.

Communication objectives

Brand elements

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Logotype

1.1. LogotypeBrand elements

12 | CAE Brand guidelines 2017

CAE logotype

Our signature is the specific combination of two components – the CAE symbol and the CAE wordmark. Together they create the CAE signature.

Each signature component and variation has been carefully designed and proportioned and is never to be redesigned or otherwise altered. The signature should only be reproduced from authorized electronic artwork located in the downloads section at cae.com/logos.

Any substitution of the symbol or wordmark is not acceptable.

Logotype

The symbol

The wordmark



10 mm0,4 inch

Protection space

Protection zones are measured based on the height of the square. The height of the logo is two squares.

No less than one square should be used to define the protection zone for the logotype appearing on your document.

Minimum size

The logotype must never be smaller than 10 mm of height (0,4 inch).

2x

1x

1x



10xx x

L=12x

Social media icon

To optimize brand visibility on social media, it is recommended to use the logotype in a blue square.

The social media icon can be downloaded on CAEvox.



Black and white versions



Do’s and don’ts

Never distort or italicize the logotype;

Never reproduce the logotype with a special tint, gradation or texture;

Never substitute any of the type elements of the signature with another font;

Never change the size relationship between wordmark and symbol;

Never use a white and blue logo, it should always be blue and black or all white or all black;

Never place the logotype on a complex texture background;

Never use CAE corporate wordmark OR symbol on its own;

Never use second generation copies or laser printouts as reproduction materials;

Never enclose the logotype or elements of the logotype within a shape or keyline.

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Signature

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Your worldwide training partner of choice

Alternate use, when the space allows it

Primary use of the signature

Your worldwidetraining partnerof choice

Open Sans Regular



1.2. SignatureBrand elements

CAE signature

The signature’s preferred use is on three lines.

CAE signature positioning

The signature is always on the left of the CAE logotype.The zone between the logotype and the tagline must stay clear.

This option is recommended when the background is only a solid colour.

This option is recommended when the title is in a blue or white box. The signature is then inserted with the tagline at the bottom in a white banner.

This option is used when there are no titles. The tagline is then used in a blue or white box with the logo.




OPTION 1 OPTION 2 OPTION 3

PICTUREBACKGROUND




There are three options to choose from, according to the shape of the layout in use.

Option 1Bottom signature without a banner.

Option 2Bottom signature in a white banner.

Option 3Signature in a square shape.


Width

x = Width/12

x

x

x

3x




Option 1: bottom signature without a banner

When the layout is composed of white type on blue background, or black type on white background, the banner can be deleted.

The tagline is aligned on the left, and the logotype is aligned on the right.

Nothing must interfere in the hatched protection area.


Who leadsthe worldin simulationinnovation?

We do.


Where areyour next pilotscoming from?

Right here.




Option 1: bottom signature without a banner

Applications


Width

x = Width/12

1/2x

x 2x

1/2x




Option 2: bottom signature in a white banner

The tagline is aligned on the left, and the logotype is aligned on the right following those recommendations.

Nothing must interfere in the hatched protection area.


Your worldwidetraining partnerof choice.



Right here.

Who is theworld’s leadingtraining systemsintegrator?

We are.




Option 2: bottom signature in a white banner

Applications


Width

x = Width/12

1/2x

1/2x

x 2x




Option 3: signature in a square shape

The tagline is aligned on the left, and the logotype is aligned on the right, inside a square positioned in the layout following the page grid.







Modular disposition principle: square can be disposed anywhere on the grid to make it fit with the background picture.







Applications

The square can be blue or white depending on the need and the dominant colour of the picture, the layout, etc...

Leng

ht

Width

1,5x

1,5x

1,5x

3x

1,5x

3xx = Width/12




When the space is narrow and vertical, the tagline and the logo can be positioned in a vertical layout as shown here.


Right here.

Who leadsthe worldin simulationinnovation?

We do.




Applications for a vertical narrow layout

x = Width/12

Lenght

Wid

th

1,5x

1,5x 1,5x9x 1,5x 1,5x9x

9x




When the space is narrow, the tagline and the logotype can be positioned in the layout as shown here:

In this situation, the logotype and the tagline are both positioned in a square.

The tagline is displayed on a square blue background with white typeface and positioned on three lines. The logotype is in its two colour version in a white square.

There are two options for positioning the logo square, as shown on the next page.




Applications in an horizontal, narrow layout.

The squares can be placed in two different positions.

While the tagline square is always left aligned, the logo square can be left aligned, just to the right of the tagline square, or right aligned.

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Product brands and joint ventures

CAENameProduct

CAE500 CAEGESI CAEiStan

LightUppercase

SemiboldLowercase

CAENameProductLightUppercase

SemiboldLowercase Label


1.3 Product brands & joint venturesBrand elements

Product naming

In order to build on the CAE brand and maintain a coherence across the different logotypes, they should all follow the same structure: CAE in light uppercase, the product name in semibold lowercase and then the label when appropriate.

When writing about the product in text, please keep spaces between the words: CAE Medallion 6000XR, CAE Athena, CAE Simfinity XR Series, etc.

Capitalization

It is important to note that only the first letter of the product name can be capitalized in a product logo, unless it is an acronym, in which case capitalized letters are accepted.

SERIESCAE500

SERIESCAE500

SERIESCAE400SERIESCAE7000

SERIESCAESimfinity

LightUppercase




Civil Aviation applications

CAEVirtualParamedicCAEDeployCAE3000SERIES

CAEVirtualParamedicLightUppercase

SemiboldLowercase

SemiboldLowercase

SERIESCAEMedallionTM6000



Defence & Security applications

CAEBluePhantomSERIES

CAEAthena

CAECathLab SERIES

SERIESCAECathLabLightUppercase


CAEVimedix



Healthcare applications

CAE

Examples

Name+Symbol

CAE BlogueCAECHAMPI NS CAEXPRESS

LightUppercase

Semibold



Internal logotypes

For some internal communication tools and certain internal programs, it is possible to create logotypes following approval from Global Communications.

The principle used in this case is the illustrative word, which combines the program name and a symbol illustrating the name.

The symbol must be as refined, and as simple as possible, As shown in the examples.

For internal logotypes only, uppercases or lowercases can be used.

Construction

CAEGLOBEOne Excellence Worldwide

GLOBECAE

Construction

ChampionsCAE

Construction

BlogueCAE CAE Blogue

CAECHAMPI NS



Internal logotype applications

CAETrueTMEnvironmentCAETrueTMAirport

SERIESCAEMedallionTM6000

CAETroposTM



Trademarking

The symbol ™ (or MC in French) should accompany all product brand names.

Use of ™ and CAE within a body of text or headline

The full product name with CAE and the ™ should be used in the following instances:• In the first instance in body text• In all photo captions• In any product name that is visible in a photo or graphic design element

WARNING.The symbol ® can only be used if the trademark is registered.

COMPANY LOGO



Co-branding

The examples on the right are for cases where co-branding is required, for example in partnerships.

Joint ventures

Joint venture names are difficult to regulate due to legal requirements.

Before creating a logotype for a joint venture, please contact the Global Communications department.

Style guide

2

2 1

Typography

Open Sans

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

Open Sans Light

Open Sans Regular

Open Sans Semibold

Open Sans Bold

Open Sans Extrabold

Open Sans Light Italic

Open Sans Regular Italic

Open Sans Semibold Italic

Open Sans Bold Italic

Open Sans Extrabold Italic


2.1 TypographyStyle guide

CAE typeface

Open Sans is a simple, very legible font that can be used in all kind of communication pieces. All Open Sans weights can be used.

It’s essential to use Open Sans typeface on every CAE document to build brand unity.

http://www.1001fonts.com/open-sans-font.html

Nulla sed ligula sem. Donec efficitur fringilla lorem, at aliquet mauris

Open Sans Boldor Open Sans Semibold

Open Sans Lightor Open Sans Regular

CAE is a global leader in training for the civil aviation, defence and security, and healthcare markets. Backed by a 70-year record of industry firsts, we continue to help define global training standards with our innovative virtual-to-live training solutions to make flying safer, maintain defence force readiness and enhance patient safety.

Title on several lines, align on the left, in lowercase.



Recommended typographic applications

THE HEADINGSThe weights with the highest impact are mainly used for headings. For long titles, use the same weight throughout and typeset the title on several lines. Lowercases are recommended to have an optimal readibility and bring a more accessible, human, aspect to the brand.

FOR BODY TEXTUse the lightest weights for body text to optimize text readability.

In most cases text should be left-aligned. Text can be justified when there are several blocks of body text.

Arial

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

Arial Regular

Arial Bold

Arial Regular Italic

Arial Bold Italic



Alternative font

Because Open Sans is not available as a standard font on all computer systems, Arial has been identified as the substitute font for Office documents such as letters, memos, news releases and PowerPoint presentations.

CAE is a global leader in training for the civil aviation, defence and security, and healthcare markets.

CAE IS A GLOBAL LEADER IN TRAINING

1 2

CAE is a global leader in training for the civil aviation, defence and security, and healthcare markets. Backed by a 70-year record of industry firsts, we continue to help define global training standards with our innovative virtual-to-live training solutions to make flying safer, maintain defence force readiness and enhance patient safety.

5

CAE is a global leader in training

3

CAE IS A GLOBAL LEADER IN TRAINING FOR THE CIVIL AVIATION, DEFENCE AND SECURITY, AND HEALTHCARE MARKETS. BACKED BY A 70-YEAR RECORD OF INDUSTRY FIRSTS, WE CONTINUE TO HELP DEFINE GLOBAL TRAINING STANDARDS WITH OUR INNOVATIVE VIRTUAL-TO-LIVE TRAINING SOLUTIONS TO MAKE FLYING SAFER, MAINTAIN DEFENCE FORCE READINESS AND ENHANCE PATIENT SAFETY.

4



Don’ts

Open Sans, and Arial for certain cases, are the only typefaces allowed. Do not use any other typeface;

Don’t create titles in uppercase;

Never use different typeface weights in a title;

Never write body text in uppercase as it impairs readability.

Never write body text in Open Sans Bold or Extrabold as it impairs readability.

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5

2 2

Colours

Identity colours70%

20%

10%

Supportingblue

Supportingcolours


2.2 ColoursStyle guide

Usage proportions

The CAE blue is a key element of our identity. It is essential to give CAE blue a dominant position in the proportion.

Please comply with the proportions indicated here, since the use of white also provides clarity to all our material and documents and brings out the blue colour.

The supporting colours are used to bring variation in the compositions. More specifically, the supporting colours are to be used on the inside pages of documents or PowerPoint presentations.

External use

Internal use



Usage proportions

The colour palette adapts to the environment in which the brand is used.

CAE Blue

Pantone 300 CCMYK 100 50 0 0RGB 0 94 184#005EB8

Pantone 282 CCMYK 100 88 45 51RGB 33 38 64#212640

80% 60% 40% 20%

80% 60% 40% 20%



Identity colours

Pantone colors are used for offset printing. Printing in Pantone is only cost-efficient for large quantities (business cards, brochures, flyers, etc.)

CMYK colors are used for offset or digital printing (magazine ads, brochures, flyers, posters, etc.)

RGB colors are used for onscreen documents. (web banners, videos, powerpoint, etc.)

HEX(#) colors are only used on screen and more particularly when developing websites.

Supporting blue

A range of blues has been defined for our layouts in order to create depth on all our materials.

Pantone 3395 CCMYK 66 0 48 0RGB 0 195 137#00C389


Pantone Warm Red CCMYK 0 83 80 0RGB 249 66 58#F9423A

Pantone 7409 CCMYK 0 31 100 0RGB 240 179 35#F0B323

Pantone 368 CCMYK 65 0 100 0RGB 120 190 32#78BE20

Pantone 7762 CCMYK 40 20 80 60RGB 93 100 57#5D6439


Pantone 425 CCMYK 48 29 26 76RGB 84 88 90#54585A

Pantone 7470 CCMYK 96 20 25 53RGB 0 90 112#005A70

Pantone 291 CCMYK 38 4 0 0RGB 155 203 235#9BCBEB

Pantone 197 CCMYK 0 46 12 0RGB 232 156 174#E89CAE

Pantone 171 CCMYK 0 61 72 0RGB 255 92 57#FF5C39



Supporting colours

The supporting colours are used sparingly on our material. On the inside pages of a document they may be used for navigation purposes.

They can be used with the various graphic components specified in this brand book: pictograms, graphs system, etc.

80% 60%100% 40% 20%

Do not use more than three colours

Not enough contrast



Screened tints

If required, the number of supporting colours available can be increased by screening them in 20% increments up to 100%. These various tints can be used, for instance, for graphs, data visualisation or tables.

Play with them

It is authorized to combine three colours but no more.Make sure they have a strong contrast between them.



Examples of applications with 1 or 2 supporting colours

2 3

Imagery

1

2

3


2.3 ImageryStyle guide

Photography inspiration

People shown in real life situations;

People looking directly into the camera;

Close up to focus on professional gestures.

For advertising purposes, imagery that deviates from these general guidelines have to be approved by the Global Communications department.

CAE respects copyright laws. Before using a photo or logo belonging to another company, please obtain written permission from the owner.

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1

2



People shown in real-life situations

The presence of a person or group of people is a crucial aspect of our photos.

The ambiance must be luminous, warm, with light filtering in bursts and a short field depth in order to focus on the subject.

Photos must comply with these specific criterias:

Focus on the individual in an everyday situation;

Shallow depth of field: the fact of having a clear central subject against an out-of-focus background.

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2

1

2



People looking directly into the camera

The presence of a person or group of people is a crucial aspect of our photos.

Photos must comply with these specific criteria:

Focus on the individual in his work environment;

Contextual background in low depth of field (the depth of field is the fact of having a clear central subject against an out-of-focus background).

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2

2

1

2



Close up to focus on professional gestures

We present our customers in professionnal situations. We use close-up crops on gestures associated with their professional environment.

Photos must comply with these specific criteria:

Focus on a gesture in an everyday situation;

Shallow depth of field: the fact of having a clear central subject against an out-of-focus background.

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2



Corporate visuals

On corporate documents where the three Business Units need to be presented, we recommend to use visuals with the same type of action and camera angle, like the following example.

Those visuals are available to be used by CAE’s divisions/entities.

Applications

3

Stationery

3 1

Wid

th (5

5 m

m)

Length (85 mm)

Open Sans Extrabold 6,5pt

Open Sans Regular 6,5pt

Open Sans Regular 6,5pt

Front

Back

NameTitle, Department, Business unit/entity (optional for corporate roles)

8585, Ch. de la Côte-de-LiesseSt-Laurent (Quebec) Canada H4T 1G6T. +1 514 341-2000, 1234 | C. +1 514 340-5476 E. [email protected]

cae.com

x = Width/12

2x

x

Bilingual option

NameTitre, Département, Unité d’affaires/entitéTitle, Department, Business unit/entity

8585, Ch. de la Côte-de-LiesseSt-Laurent (Québec) Canada H4T 1G6T. +1 514 341-2000, 1234 | C. +1 514 340-5476 [email protected]

cae.com


3.1 StationeryApplications

Business cards

Business cards should mimic the template provided here. Font, colour and size should be consistent across business units as indicated in the template.

All business cards should only use the CAE logo. The business unit name should appear just below the title and department line.

On business cards, use CAE’s general website.

You can download the templates on CAEvox.

Bilingual option

If the title and business unit line is too long, please create two unilingual business cards. Note: In Quebec, the French or bilingual card is mandatory (no unilingual English cards).

November 31, 2016

Mary DoeCompany NameStreet Number and Address City, ProvinceCountry, Postal Code

NameTitle Business unit/entity T. 000-000-0000F. 000-000-0000E. [email protected]

Dear Mary

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed mauris dolor, elementum et vehicula sit amet, ultricies ut dui. Maecenas nec libero efficitur purus fringilla dapibus. Integer tortor lorem, vehicula vel ornare nec, faucibus at est. Cras molestie ipsum lacus, sit amet lobortis justo eleifend sed. Aenean porttitor quam ut scelerisque volutpat. Nunc volutpat ullamcorper euismod. Suspendisse ut est nulla. In non ligula convallis, porttitor leo et, vestibulum arcu. Maecenas metus quam, vestibulum ac lacinia vitae, maximus non ipsum.

Phasellus non nisi a ligula placerat pretium. Morbi placerat consectetur sapien, sit amet cursus ligula commodo sit amet. Pellentesque pharetra nisl ut ipsum aliquam, nec posuere purus feugiat. Cras varius iaculis orci, rutrum tempor velit vestibulum vitae. Aenean pellentesque ut turpis fringilla vulputate. Nunc sodales tempus tortor, at ultricies dolor porttitor non.

CAE Inc., 8585 Côte-de-Liesse, Saint-Laurent, Quebec, Canada H4T 1G6 www.cae.com

Widthx = Width/12

x

x x

x

x

x

3x

Open Sans (or Arial) Extrabold 10ptLineheight 16pt

Open Sans (or Arial) Extrabold 8ptLineheight 9,6pt



Letterhead

The left and right margins are 1.4” (25.4mm). The top and bottom margins are of 0.71” (18mm).


Lengthx = Width/12

x

x x

x 123 Street nameCity, ProvinceCountry Postal code

Wid

th



Envelopes

The CAE signature and address information always appear in the upper left hand corner of all envelopes. The measurements shown are to be used on all number 10 envelopes as well as for window envelopes for cheques.


NameTitle, Department, Business unit/entity (optional for corporate roles)—T. +1 514 341-2000, 1234 ▪ C. +1 514 340-5476 ▪ E. [email protected]. 8585, Ch. de la Côte-de-Liesse St-Laurent (Quebec) Canada H4T 1G6———————————————————————————————————————CAEcae.com

CONFIDENTIALITY NOTICEThis e-mail message is intended only for the above named recipient(s) and may contain information that is confidential. If you have received this message in error or are not the named recipient(s), please immediately notify the sender, delete this e-mail message without making a copy and do not disclose or relay this e-mail message to anyone.

With logo

NameTitle, Department, Business unit/entity (optional for corporate roles)—T. +1 514 341-2000, 1234 ▪ C. +1 514 340-5476 ▪ E. [email protected]. 8585, Ch. de la Côte-de-Liesse St-Laurent (Quebec) Canada H4T 1G6———————————————————————————————————————CAE cae.com


Without logo



E-mail signature

A standard e-mail signature template has been designed for all employees.

It is composed of mandatory lines, optional lines and a confidentiality notice.

In email signatures, both CAE’s general website or the specific entity website can be used.

Two options are provided:

With logo: To use as your main signature.

Without logo: Can be used when you reply or transfer emails. This reduces the memory size of your email.

Promotional message must appear below the confidentiality notice and must be approved by the Marketing and Global Communications teams.


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2

With logo

NameTitre, Département, Unité d’affaires/entité (optionnel pour rôles corporatifs)Title, Department, Business unit/entity (optional for corporate roles)—T. +1 514 341-2000, 1234 ▪ C. +1 514 340-5476 ▪ E. [email protected]. 8585, Ch. de la Côte-de-Liesse St-Laurent (Québec) Canada H4T 1G6———————————————————————————————————————CAE cae.com

AVIS DE CONFIDENTIALITÉCe courriel est destiné exclusivement au(x) destinataire(s) mentionné(s) ci-dessus et peut contenir de l'information privilégiée, confidentielle et/ou dispensée de divulgation aux termes des lois applicables. Si vous avez reçu ce message par erreur ou s'il ne vous est pas destiné, veuillez le mentionner immédiatement à l'expéditeur, effacer ce courriel sans en faire de copie et ne pas divulguer ou transmettre à quiconque ce courriel.


Without logo

NameTitre, Département, Unité d’affaires/entité (optionnel pour rôles corporatifs)Title, Department, Business unit/entity (optional for corporate roles)—T. +1 514 341-2000, 1234 ▪ C. +1 514 340-5476 ▪ E. [email protected]. 8585, Ch. de la Côte-de-Liesse St-Laurent (Québec) Canada H4T 1G6———————————————————————————————————————CAEcae.com

AVIS DE CONFIDENTIALITÉCe courriel est destiné exclusivement au(x) destinataire(s) mentionné(s) ci-dessus et peut contenir de l'information privilégiée, confidentielle et/ou dispensée de divulgation aux termes des lois applicables. Si vous avez reçu ce message par erreur ou s'il ne vous est pas destiné, veuillez le mentionner immédiatement à l'expéditeur, effacer ce courriel sans en faire de copie et ne pas divulguer ou transmettre à quiconque ce courriel.




Bilingual option

CAE Logo

Arial Bold 12px - #005EB8

Arial Regular 10px - #000000

Arial Bold + Regular 12px - #000000

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With logo


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E-mail signature construction

Without logo

Arial Bold 12px - #005EB8


Arial Bold + Regular 12px - #000000



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E-mail signature construction

Marketing material

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3.2 Marketing materialApplications

Ads

A blue or white square is used on the visual to put emphasis on the headline or question and answer format.

The ad copy, depending on the page layout selected and the length of the text, can be integrated or not in the blue/white square.

Positioning and size of the blue/white square can be customized to the individual ad, although the font must remain in Open Sans.

Should you have questions or concerns, please contact the Global Communications department.

Actual examples used

Title



Brochure and factsheet


Title

Significant worldwide airlinepilot demand - 10 years

4.2%*1

Forecast for averageannual increase in trafic

~11,000*2

More commercial aircraftin active fleet

~150,000*2

Growth of active pilot pool

~100,000*2

Pilots who need to be replaced

1: IATA 20 years forecast2: CAE Proprietary forecast model

Europe

+50KAmericas

+85KNew pilots

ME & Africa

+30K

Asia Pacific

+85K

+250K New pilots Global & diverse demand

Your worldwide training partner of choice.

Airline critical trainingrequirement, globally

Pilots who

Operateyour way1,000+

Cadet pilot graduated / year

120,000+Pilot trained / year

1,000+Experienced pilots on assignment

200+Airline training leaders interviewed

Pilots who

Master criticalsituation

Pilots who

Developfaster


Experience& interactionsas leadingtraining partnerfor airlines,globally

Airline critical trainingrequirement, globally


Pilots who

Operateyour way

«We are growing quickly, it’s a challengefor my pilots to know our standards procedures»

«If you have no standardisation,you lose system safety»

«My new pilots are accessing materialfrom all over the internet, they forgfetwhat SOP is, and sometimesthis is even true for my instructotrs»

Focus on instructorcompetences


Teachingskills

Styleadaptability

Communicationskills

PresentationTitleSubtitle presentation




PowerPoint presentation


The divisions can adapt this corporate cover by using 3 division specific images.




Proposal cover

The divisions can adapt this corporate cover by using 3 division specific images.








Courseware and social media

Recruitment

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3.3 RecruitmentApplications

Ads

For approval please contact the Global Communications department: +1 514-341-2000 #5452 or #6141


Share your passion.


Partagez votre passion.

Animated banner

Step 1 Step 2 Step 3

Tradeshows & events

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3.4 Tradeshows & eventsApplications

Grid Construction

Tradeshows & events

CAE is present at various types of events and tradeshows during the year.

Marketing material is prepared for these events.

On the following pages you will see examples of material created such as banners and booths.

If you need to create new material, it needs to be appropriately aligned with the brand.

Contact your Marketing department for further information.


3.4 Tradeshows & eventsApplications

Banners

Promotional items

3 5


3.5 Promotional itemsApplications

Promotional items

Promotional items should be ordered from: http://www.caeboutique.com

All new promotional item designs should be approved by Global Communications.

Title

Falcon 50EX

PILOT IN COMMAND

Tom Cushman2929 W.Airfield DR

DFW airport, TX 75261555.555.5555




Title



Facilities & signage

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3.6 Facilities & signageApplications

CAE is currently working on facility redesign and signage. Guidelines are being created.

If you are planning on executing facility layout or signage changes, please contact the Global Communications department.

Website

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3.7 WebsiteApplications

CAE’s website is currently under construction. It will be modernized and its look and feel will be according to the brand guidelines.

Brandingquestionsand approvalsCAE’s branding guidelines are managed by Global Communications, supported and implemented by the business unit marketing teams, and fully endorsed by CAE’s senior executive team.

Should you have questions or concerns, or should you require branding approvals, contact:

Global CommunicationsTel +1 514 341-2000, 5452 or 6141 [email protected]

brand guidelines - cae.com · table of content 1 brand elements 1.1 logotype cae logotype...

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