1Graphic standards Guide

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This publication is dedicated to providing a set of guidelines that can be used by Altona communicators to consistently reinforce the new and positive image of our town. Every time a person or organization is engaged by our town it contributes to this image. Stationery, business cards, publications, newsletters, advertisements, web sites, flyers, signs — and even Altona residents themselves — all contribute towards reinforcing a positve and effective brand.

introduction

1 Indroduction 1

2 Altona Identity 2 Positioning Statement 2 Brand Personality 2 Wordmark 3 Tagline 3 Master Logomarks 4 Department-specific Logomarks 5 Clearance 6 Minimum Size 7 Incorrect Uses 7

3 Colour 8 Primary Colour Palette 8 Department-specific Colour Palette 9

4 Typography 10 Primary Typefaces 10 Secondary Typefaces 11

5 Stationery 12 Business Card 12 Letterhead 13 No. 10 Envelope 14 Letterhead Formatting 15 No. 10 Envelope Formatting 16

6 Glossary 17

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positioninG statementAltona is an attractive, safe, progressive community which provides quality cultural, recreational and educational services for all ages and offers employment and entrepreneurial opportunities within a safe, sustainable environment.

The people of Altona have a ‘can-do’ spirit and share core values of hard work, friendship, pride in their community, volunteerism and achievement and support one another in everything they do.

Brand personalitypride The people of Altona show pride in their town — from the cleanliness of the community to the safe and welcoming environment — area residents are proud to call Altona home.

opportunity An energetic and creative workforce combined with vast economic and natural resources make the Altona a smart choice for business and industry. Located in the heart of the Mid-Continental Trade Corridor the town has access to 1.3 million people within a 100km radius.

good living There is no better place to raise a family than Altona. Healthy, positive activities for children and adults are readily available and residents have the freedom to grow and follow their dreams. People are friendly and there is a real sense of community spirit in Altona.

natural The wide open spaces and peaceful easy feeling of visiting or living in Altona is good for the soul. Altona boasts the most hours of sunshine anywhere in Western Canada and you are free to spread your wings and enjoy the great outdoors and soak in the sun, clean air and fresh water.

WordmarkThe new Altona wordmark is meant to project the town as modern and forward-thinking, while giving a nod to Altona’s rich history of cultural expression. The customized typeface is loosely based on the distinct handwriting style of Vincent van Gogh, who’s work is prominently featured on the town’s world-record-sized easel. It is designed using contrasting thick and thin strokes to mimic the look created by a painter’s brush, a further hint at Altona’s love for the arts. Lastly, the capital ‘A’ has been stylized to look like a star which is a subtle tie-in to Altona’s geological position in the sunny Pembina Valley.

taGlineThe tagline ‘Altogether’ speaks to the brand essence of Altona as a safe, caring, entrepreneurial and progressive community, where the people make the difference and support each other by working together.

The people of Altona come together as citizens and volunteers whenever the need arises — for special events, capital projects, or simply to lend a neighbour a hand — the people of Altona step-up and get involved.

altona identity2

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master loGomarksThe Altona wordmark is available in 3 different configurations: 1. As a stand-alone wordmark; 2. As a horizontal element in conjunction with the ‘Altogether’ tagline; 3. As a vertical element in conjunction with the ‘Altogether’ tagline.

When using the tagline version, the horizontal version is preferred. If the wordmark and tagline are being applied in a vertical space, the vertical version can be used.

Each of the 3 wordmark configurations are available in the following colour formats: full-colour, grayscale and reversed.

department-specific loGomarksWithin our new brand, Altona’s various departments have been split in to 4 main components: residents, government, business and tourism. Each of these departments has been assigned it’s own colour palette to aid in the visual breakdown of Altona’s operations.

The same logomark configurations as mentioned on page 4 still apply, the lone difference being the colours of the individual logomarks. For more information on the various department colours, see page 9 of this guide.

wordmark wordmarkwordmark &

tagline horizontalwordmark &

tagline horizontalwordmark &

tagline verticalwordmark &

tagline vertical

colour For use when the means of producing the wordmark permit the use of full colour. This version is available in both Pantone® and CMYK formats.

government For use on any Altona branding pertaning to government or civic operations.

main / residents For use on all general Altona branding or any communication targeted at Altaon residents.

business For use on any Altona branding pertaning to business-related initiatives.

tourism For use on any Altona branding pertaning to tourism or attracting visitors.

grayscale For use when the means of producing the wordmark are limited to one colour.

reversed colour For use when the wordmark is to appear on any medium or dark coloured background while colour is being used.

reversed For use when the wordmark is to appear on any medium or dark coloured background while no colour is being used.

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clearanceIn order to maximize visibility and recognition, the Altona wordmark should have a minimum amount of ‘clearance’ around it. This keeps the wordmark free of clutter and unnecessary graphic elements that could hinder recognition and/or readability.

The example below provides a visual depiction of the Altona minimum clearance space.

minimum sizeIn order to ensure recognition, the Altona wordmark should adhere to minimum size restrictions. The vertical height of the logo should not be reproduced any smaller than 5/16" (0.3125").

incorrect usesNo variation of the Red River Mutual logomark other than those outlined on pages 4 and 5 should ever be used. The examples below provide a visual reference of some common misuses to avoid.

5/16" (0.3125")

½ x

½ x

½ x

minimum clearance

minimum clearance

minimum clearance

minimum clearance

minimum clearance

minimum clearance

½ x

½ x

½ x

½ x

½ x

½ x

½ x

½ x

½ x

never skew any part of the logomark either vertically or horizontally.

never stretch the logomark either horizontally or vertically.

never tilt the logomark on an angle.

never alter the typeface used on the logomark.

never screen the colours of the logomark or apply a transparency effect.

never place the grayscale version of the logomark on a dark coloured background.

never use any other colours for the logomark other than those discussed on pages 8 and 9 of this manual.

never place the colour version of the logomark on a medium coloured background.

never alter the proportions of any elements in the logomark.

never place the reversed version of the logomark on a light coloured background.

x

x

x

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colour2.1 primary colour paletteThe gold and orange Altona colour palette was chosen for several reasons. They are as follows: 1. To reflect our town’s position in the sunny Pembina Valley. 2. As a nod to Altona’s rich agricultural history 3. To position our town as a bright, vibrant community with an eye on the future.

2.2 department-specific colour palette

altogether burt orange Pantone®: 174 CMYK: C: 0, M: 70, Y: 100, K: 35 RGB: R: 156, G: 60, B: 37

altona dark green Pantone®: 575 CMYK: C: 55, M: 10, Y: 85, K: 45 RGB: R: 86, G: 118, B: 50

altona dark purple Pantone®: 268 CMYK: C: 85, M: 100, Y: 0, K: 10 RGB: R: 62, G: 33, B: 106

government

tourism

business

altona dark blue Pantone®: 3025 CMYK: C: 100, M: 20, Y: 0, K: 50 RGB: R: 0, G: 80, B: 114

altogether orange Pantone®: 173 CMYK: C: 0, M: 80, Y: 95, K: 0 RGB: R: 214, G: 73, B: 42

altona bright green Pantone®: 376 CMYK: C: 50, M: 0, Y: 95, K: 0 RGB: R: 119, G: 184, B: 0

altona bright purple Pantone®: 248 CMYK: C: 45, M: 100, Y: 0, K: 0 RGB: R: 139, G: 17, B: 115

altona bright blue Pantone®: 2995 CMYK: C: 90, M: 0, Y: 0, K: 0 RGB: R: 0, G: 168, B: 225

altogether gold Pantone®: 130 CMYK: C: 0, M: 30, Y: 100, K: 0 RGB: R: 244, G: 170, B: 0

altona highlight green Pantone®: 367 CMYK: C: 35, M: 0, Y: 60, K: 0 RGB: R: 163, G: 216, B: 105

altona highlight purple Pantone®: 244 CMYK: C: 10, M: 40, Y: 0, K: 0 RGB: R: 225, G: 141, B: 210

altona highlight blue Pantone®: 297 CMYK: C: 50, M: 0, Y: 0, K: 0 RGB: R: 109, G: 198, B: 231

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typoGraphyConsistent typography is integral to the success of any brand. The main typefaces used for the new Altona brand are Avante Garde and Archer. Avant Garde is a sans serif typeface while archer is — by contrast — a serif typeface. Both typefaces were chosen for their overtly round characteristics which mimic the many circular design elements in the brand. They are both highly expressive fonts while maintaining an ease of readability.

3.1 primary typefacesavant garde extra light

aBcdefGhiJklmnopQrstuVWXyz abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*( )?., avant garde book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*( )?., archer extra light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*( )?., archer book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*( )?.,

3.2 secondary typefacesavant garde demi

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*( )?., archer book italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*( )?., archer medium italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*( )?., archer bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*( )?.,

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stationery4.1 Business card

4.2 letterhead

Bruce Smith title to appear here

direct 204.324.6523 fax 204.324.1872 email bruces@altona.ca

altona.ca

111 Centre Avenue PO Box 1630 Altona, Manitoba R0G 0B0

phone 204.324.6468 fax 204.324.1550 email info@altona.ca

altona.ca

phone 204.324.6468 email info@altona.ca fax 204.324.1550

111 Centre Avenue, PO Box 1630 Altona, Manitoba R0G 0B0

1.75"

1.25"

1.25" 1.25"

1.75"

0.25"

0.375"

1.0625"

1.0"

0.625"

Legend: (size / leading / tracking)

Name: Avant Garde Demi (10 / 9.5 / -10)

Title: Archer Bold (7 / 8 / -10)

Contact info: Avant Garde Book (7 / 9.5 / -10)

Contact sections: Avant Garde Book Small Caps (7 / 9.5 / -10)

Legend: (size / leading / tracking)

Contact info: Avant Garde Book (7 / 9.5 / -10)

Contact sections: Avant Garde Book Small Caps (7 / 9.5 / -10)

Legend: (size / leading / tracking)

Website: Avant Garde Demi (7 / 9.5 / -10)

Contact info: Avant Garde Book (7 / 9.5 / -10)

Contact sections: Avant Garde Book Small Caps (7 / 9.5 / -10)

1.0625"

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0.375"

4.3 no. 10 enVelope

altona.ca

111 Centre Avenue PO Box 1630 Altona, Manitoba R0G 0B0

0.75"

Legend: (size / leading / tracking)

Website: Avant Garde Demi (7 / 9.5 / -10)

Contact info: Avant Garde Book (7 / 9.5 / -10)

4.4 letterhead formattinG

altona.ca

111 Centre Avenue PO Box 1630 Altona, Manitoba R0G 0B0

phone 204.324.6468 fax 204.324.1550 email info@altona.ca

1.25"1.25"

1.5"

0.625"

Left margin: 1.25"; Right margin: 1.25"; Top margin: 1.5"

Body of letter should be set in 9.5-point Helvetica Light. If Helvetica Light is not available, Helvetica Roman should be used. If no version of Helvetica is available Arial can be used.

September 28, 2011 Recipient Organization 123 Any Street Altona, Manitoba R2V 1N8 To Whom It May Concern,

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Nem escim quaernate vendigent que et quae ommoditas natemque vite voluptatiur rae de nonsequ.

Sincerely,

Sender Name

0.375"

1.375"

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4.3 no. 10 enVelope formattinG

altona.ca

111 Centre Avenue PO Box 1630 Altona, Manitoba R0G 0B0

4.0"

1.75"

Left margin: 4.0"; Top margin: 1.75"

Address information should be set in 9.5-point Helvetica Light. If Helvetica Light is not available, Helvetica Roman should be used. If no version of Helvetica is available Arial can be used.

Recipient Name Recipient Organization 123 Any Street Altona, Manitoba R2V 1N8

brand: the intangible perception of a product or company’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.

CMYK: the method of printing commonly referred to as “full colour”. It involves the use of 4 printing inks (cyan, magenta, yellow and black) combined to reproduce colour photos and wide variety of colours.

grayscale: the method of printing using one colour to print a range of greys from white to solid black.

leading: the spacing between lines of type in a paragraph.

logomark: a visual mark used by a company to identify itself usually consisting of a symbol, typographic treatment and tagline.

Pantone®: a brand of numbered printing inks based on pre-mixed colours chosen from swatch books.

reversed: a graphic element placed on a dark colour background, thus making it necessary to make that element white in colour to maximize readability.

RGB: a method of displaying colours on a computer or TV screen. It involves the use of 3 colours (red, green and blue) combined to reproduce a wide variety of colours and colour images.

tagline: a phrase or slogan used to by an organization — usually in conjunction with their logo — to associate themselves with a certain feeling or to induce a certain action from the viewer.

tracking: the spacing between individual letters in a word.

typeface: a set of one or more fonts, in one or more sizes, designed with a stylistic unity.

typography: the practice of employing different typefaces at various sizes, formats and colours to create a desired feeling in a design piece.

Glossary 6

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contactShould you have questions regarding the content of this guide, please contact:

Delores Loewen Community Development Officer deloresl@altona.ca

111 Centre Avenue PO Box 1630 Altona, Manitoba R0G 0B0

phone 204.324.6468 fax 204.324.1550 email info@altona.ca