Visual Identifier – Guidelines

Primary Identifier HorizontalSimplified Coat of ArmsThe primary visual identifier must be used as the first choice unless format limitations prevent accurate reproduction.

1” minimum width for print or 85 px minimum width for digital banners

Secondary Identifier VerticalSimplified Coat of ArmsThe secondary visual identifier must be used in instances where format limitations prevent accurate reproduction of the primary horizontal visual identifier (for example, small swag items or social media).

The standard version must be used unless it cannot be accurately reproduced. In these instances, use of the reverse version will be permitted.

Placement and Bleed

The visual identifier must always be placed in the upper left-hand corner, bleeding off the top edge.

Primary corporate colours

Our corporate colours support our brand persona. They are strong, bold and dependable. They are deeply embedded in our history and will help lead our identity into the future.

The primary corporate colour palette consists of red, grey, black and white. The red should never be used as a gradient or tint.

PANTONE 186CC5 M100 Y85 K6R200 G16 B46HEX# C8102E

PANTONE 7540CC15 M0 Y0 K80R75 G79 B85HEX #4B4F55

BLACK WHITE

Clear Space

One unit of clear space is calculated by creating a square with a width and height equal to the vertical measurement from the top of the letter “l” to the bottom of the letter “g” in the Calgary wordmark.

= one unit

Elected Officials Identifier VerticalTraditional Coat of ArmsThe elected officials visual identifiers are for use by the City of Calgary Council, the City of Calgary Mayor’s Office, the City of Calgary Integrity Commisioner, the City of Calgary Ethics Advisor and the City of Calgary Auditor’s Office.

The Elected Officials identifier is available upon request and requires approval from the Customer Service & Communications–Creative Services Division Manager. For more information contact your communications representative or Creative Services Advisor.

0.8” or 58 px minimum width

Gold/Red Gold/Black

For Support: brent.mykyte@calgary.ca/ 403.826.1462 version 5 – May 20,2016

Black/Red

The City visual identifier wordmark + Coat of ArmsThe identifier has two components: the wordmark, with the word Calgary typeset and reversed against the red box; and the adjacent Coat of Arms, reversed out of grey. Both components need to be on all collateral.

wordmark Coat of Arms

0.8” or 58 px minimum width

Standard Reverse

Social Media Square or Circle Simplified Coat of ArmsThe square visual identifier should only be used on social media channels that require a square format profile image. ie facebook, Twitter, LinkedIn. Some social media channels require the use of a round profile image. ie. Google+ and Instagram.

Always use the primary horizontal visual identifier if a square or circle format profile image is not required.

Square Circle

This bleed needs to be added manually by creating a copy directly behind the visual identifier and moving into position.

Crop

Useappropriate amount of bleed

Visual Identifier – Colour Variations

These are the approved versions of the visual identifier.

Full Colour (CMYK or Two Pantone)This is the preferred application.

One colour Red Prefered when a single ink option is required.May only be used on a white background. Only for use on items with minimal copy (for example, urls, calls to action).

Primary Identifier HorizontalSimplified Coat of Arms

Visual identifier naming convention

To identify which visual identifier to use for the appropriate application, there is a standardized naming convention.

COC_horiz_CMYK_REV.eps Example:

The orientation of the identifier:• Horizontal: horiz• Vertical simplified Coat of Arms: vert• Vertical Elected Official identifier: vert_elec

The colour system being used• Pantone: 2C or 1C• CMYK: CMYK• RGB and Hex: RGB• Black: K

For a reverse visual identifier • REV

The file format• ai• eps• jpeg

2016-0183

One colour BlackFor use when black ink is the only option (for example, newspaper ads, forms). May be used on coloured stock.

One colour reverse For use in one-colour jobs on full flood (non-white) backgrounds. Primarily for swag items.

Secondary Identifier VerticalSimplified Coat of Arms

Standard Reverse Standard Reverse Standard ReverseStandard Reverse

V5

Elected Officials Identifier VerticalTraditional Coat of ArmsAvailable upon request.

Black/RedGold/Red Gold/Black

Visual Identifier – Incorrect ApplicationsV5

All usage and instances of The City of Calgary visual identifier must maintain consistent application across all media. When using The City of Calgary identifier, avoid manipulating or changing it. Examples of incorrect application are shown below.

Do not remove the bounding boxes. Do not use the Coat of Arms without the Calgary wordmark.

Do not change the proportions of the visual identifier.

Do not alter or change the colours of the visual identifier.

Do not rearrange or change elements of the visual identifier.

Do not place additional text or elements in the visual identifier’s clearspace.

Making life better every day

Do not switch the colours of the visual identifier.

Do not skew, compress or stretch the proportions of the visual identifier.

Do not place the visual identifier over complex backgrounds or images which will affect its readability.

Do not create outlines or keyline around the visual identifier to create contrast.

Do not place the visual identifier over any background that doesn’t provide sufficient contrast with the red or grey.

WELCOME TO

Do not add or place elements within the visual identifier.

Do not print the wordmark or Coat of Arms in a colour other than white.

Do not add additional effects or filters like drop shadows or lens flares to the visual identifier.

Do not scale logo smaller than 1” wide for print or 85 px wide for digital banners.