RRI Identity System - EDACedac.ca/.../sample1rribrandidentitysystem.pdf · RRI Identity System ... RRI will bring new energy into downtown Regina – an energy that will spread beyond

RRI Identity System • September 25, 2012 1

RRI Identity SystemSeptember 25, 2012


Introduction ............................................................................................... 3RRI Identity System .................................................................................. 4The Initiative Signature .......................................................................... 5Alternate Variations .................................................................................. 6Colours & Usage ......................................................................................... 7Safe Area & Minimum Size ....................................................................... 9The Project Signatures ..........................................................................10Alternate Variations ................................................................................11 Colours & Usage .......................................................................................12Safe Area ....................................................................................................16Minimum Size............................................................................................17 Applying the RRI Identity System ......................................................18Project specific message with One Project Signature: Scale ............................................................................................................19Placement ..................................................................................................20RRI global message with Three Project Signatures: Scale ............................................................................................................23Placement ..................................................................................................24 Content ......................................................................................................27

Table of Contents


The Regina Revitalization Initiative (RRI) is an initiative of the City of Regina. It is a long-term, three stage project aimed at realizing the city’s commitment to growth.

This RRI document illustrates an identity system that has been developed to work with the conventions and rules established by the Regina brand. As such, this document should be used as a companion piece to augment those guidelines.


The Project Signatures

The Initiative Signature

RRI will bring new energy into downtown Regina – an energy that will spread beyond the geographical boundaries of the city’s core and inspire all residents and stakeholders.

The RRI Identity System employs four distinct marks. It consists of one Initiative Signature and three Project Signatures.Understanding how these marks relate to one another is key to establishing the hierarchy within the system.

RRI Identity System


The Initiative Signature is the link that ties all the Project Signatures together. The green, purple and orange coloured circles represent the three unique projects that encapsulate RRI. Here at the core of the RRI initiative the three projects come together to illustrate the city’s energy at work.

The Initiative Signature consists of the RRI Symbol, and the RRI Logotype set in the typeface HTF Gotham Medium. Never alter the scale or position of any of the signature elements and always use official, digitally supplied artwork as provided.


RRI Symbol

RRI Logotype

InitiativeSignature



Alternate Variations

This variation is only suitable for use in on-screen applications where space is at a premium. The full RRI Signature must also be present in a sign-off position for the communications piece. Examples of use would be as a link graphic on the RRI website or as a button on an RRI information kiosk.

This variation is the primary-use Initiative Signature. It should be used to sign off the majority of communications. As a lead-out logo, the ideal sign-off location for this variation will be at the end of a communication piece. An example of this would be the final screen of a television ad for an electronic application, or the bottom right corner of a print ad or poster for a print application.

This variation is to be used in special circumstances when the Initiative Signature needs to be at the top of a piece of communication. Some examples where we have the option to use a lead-in logo are print pieces such as brochures where the logo might be obscured if placed too low. Letterheads and email newsletters and the RRI website are other possible applications.



Colours & Usage

The full-colour version of the Initiative Signature is the preferred use version. When a piece is produced in colour, the Initiative Signature should also appear in full colour.

Four-colour process The recommended and most cost-effective colour printing method to reproduce the Initiative Signature is four-colour process (CMYK). Always use official, digitally supplied artwork as provided and be sure the proper colour specifications are used.

Positive and Reverse Versions

Two versions of the Initiative Signature have been developed. A positive version to work on light-toned backgrounds and a reverse version to work on dark-toned backgrounds. In either case, take care to ensure that the background is not busy. Using the correct version will ensure that there is sufficient contrast for clarity and legibility.

Positive

Reverse



Colours & Usage

Pantone Black

C – M – Y – K –

0% 0% 0%

100%

Pantone 361

C – M – Y – K –

75% 4%

100% 0%

Pantone 272

C – M – Y – K –

60% 58%

0% 0%

Pantone 1585

C – M – Y – K –

0% 56% 90%

0%

Pantone 443

C – M – Y – K –

47% 32% 37%

0%

The Initiative Signature is built based on the following five spot colours:

Pantone Black Pantone 443 Pantone 361 Pantone 272 Pantone 1585

Greyscale Two greyscale versions of the Initiative Signature have been developed. A positive version to work on light-toned backgrounds and a reverse version to work on dark-toned backgrounds.



Safe Area & Minimum Size

Protected spaceThe Initiative Signature has a confi guration which must never be altered in any way and must always maintain established proportions and spacing. These proportions also include a preset ‘safe area’ in which no other elements can appear. Note how the 'R' in the RRI Symbol is the unit of measurement that dictates the correct signature confi guration and ‘safe area’.

Minimum sizeA minimum allowable size has been established to ensure legibility of the Initiative Signature. The length of the RRI Logotype should be no less than 0.75". Always use the RRI Logotype as the unit of measure when determining the minimum allowable size for theInitiative Signature.

RRRR RRRR

RRRR

RRRRR

RRR

RRRRR

RRRRR

RRR R

RR RRRRRRRR

RRRRR

RR

0.75”

RRR

RRR

RRR

R

RRR

RRR

RRR

RRR


The three RRI project pillars have a common goal. As a result, the Project Signatures are designed to work individually or as a suite of three. They have a common style, level of abstraction, and use of typography to create a family look that reinforce their connection to the overall initiative.

The three Project Signatures display their individuality by using distinct colours and graphics for each Project Symbol as a way to tell that project’s unique story.

A Project Signature consists of the Project Symbol, the Project Logotype set in the typeface Halogen Regular, and the RRI Logotype set in the typeface HTF Gotham Medium. Never alter the scale or position of any of the signature elements and always use official, digitally supplied artwork as provided.


Project Symbol

Project Logotype

ProjectSignature

RRI Logotype



Alternate Variations

This variation is only suitable for use in on-screen applications where space is a premium. The Project Logotype or the project name in typesetting must be close by to give the identity context. Also the RRI Signature must also be in a sign-off position for the communications piece. Examples of use would be as a link graphic on the RRI website or as a button on an RRI information kiosk.

Use this variation in instances where multiple usage of the RRI Logotype is deemed to be too repetitive. An example of this would be any application where all three Project Signatures are used side by side or stacked within a single communication. In such use, the RRI Signature must be in a sign-off position to give the three Project Signatures context.

This variation should be used in a communications piece that has a specific project focus. These communications pieces would have some degree of written content, and will necessitate using the RRI Signature in the sign-off position. Examples of these would be any long or short copy print ads, posters, or brochures.

This variation of the logo would be used in communications pieces that require an economy of space and necessitate a sign off of both the Initiative Signature and a Project Signature. Examples of these could be small space signage, promotional materials such as mugs or key fobs, or as a partner logo in an ad that only allows for a single logo.

By using the frame box as a cropping device within your graphics program, you can create these four variations of all three Project Signatures to address a broad range of applications.Using the correct variation of the signature will ensure that the system displays a strong hierarchy and clarity within any given communication.



Colours & Usage

The preferred use versions of the Project Signatures are the full-colour versions. These signatures only exist in positive.

When a piece is produced in colour, the Project Signatures should also appear in full colour. They should only be placed on white or very light-toned backgrounds that are not busy. This will ensure that there is sufficient contrast for clarity and legibility.

Four-colour processBecause the Project Signatures must always appear close to the RRI Signature, the optimal printing method is four-colour process (CMYK). Always use official, digitally supplied artwork as provided and be sure the proper colour specifications are used.



Colours & Usage – Stadium Project

Full Colour The full colour Stadium Project Signature is based on the following five spot colours:


Pantone Black

C – M – Y – K –

0% 0% 0%

100%

Pantone 361

C – M – Y – K –

75% 4%

100% 0%

Pantone 7482

C – M – Y – K –

96% 8%

98% 0%

Pantone 367

C – M – Y – K –

39% 0%

81% 0%

Pantone 443

C – M – Y – K –

47% 32% 37%

0%

Greyscale A greyscale version has been created and should only be placed on white or very light-toned backgrounds that are not busy. This will ensure that there is sufficient contrast for clarity and legibility.



Colours & Usage – Taylor Field Neighbourhood

Full ColourThe full colour Taylor Field Neighbourhood Signature is the preferred use version. It is based on the following five spot colours:


Pantone Black

C – M – Y – K –

0% 0% 0%

100%

Pantone 2655

C – M – Y – K –

46% 58%

0% 0%

Pantone 266

C – M – Y – K –

67% 84%

0% 0%

Pantone 271

C – M – Y – K –

42% 40%

0% 0%

Pantone 443

C – M – Y – K –

47% 32% 37%

0%




Colours & Usage – Railyard Renewal Project

Pantone Black

C – M – Y – K –

0% 0% 0%

100%

Pantone 1375

C – M – Y – K –

0% 46% 96%

0%

Pantone 1585

C – M – Y – K –

0% 56% 90%

0%

Pantone 123

C – M – Y – K –

0% 24% 94%

0%

Pantone 443

C – M – Y – K –

47% 32% 37%

0%

Full ColourThe full colour Railyard Renewal Project Signature is the preferred use version. It is based on the following five spot colours:





Safe Area

Protected spaceEach Project Signature has a confi guration which must never be altered in any way and must always maintain established proportions and spacing. These proportions also include a preset ‘safe area’ in which no other elements can appear. That ‘safe area’ is established by a common unit of measure to all three Project Signatures, the ‘R’ in the RRI Symbol. Note the adjustment of the ‘safe area’ with each variation.

RRR

R RRRRRRRRRR

RRR

R RRR

RR

RRR

RRRR RRRR

RRRRR

RRR

R RR

RR



Minimum Size

The RRI Logotype is consistent in scale for all three Project Signatures and the Initiative Signature. It should be used as the common unit of measure when determining minimum sizefor any signature within the RRI Identity System.

When establishing the minimum size for any of the three Project Signatures, the length of the RRI Logotype should be no less than 0.75"

0.75” 0.75” 0.75”


By consistently applying the correct scale and placement of the Initiative Signature, the Project Signatures and the Partner Logos when creating an RRI message, we can reinforce clarity of hierarchy within the RRI Identity System.

On the following pages, we have used sample print advertisements in both vertical and horizontal formats to demonstrate an effective approach to design composition that could apply to a number of applications for both project specific messages and RRI global messages.

Applying the RRI Identity System



Project specifi c message with One Project Signature

Project Signature The size of the Project Signature is fl exible, it can be large or small depending on the content or focus of the communication, but the Project Signature should always diff er in size to the Initiative Signature to help reinforce its distinctiveness. It is not equal.

Initiative Signature The size of the Initiative Signature will be the most consistently sized signature across multiple communications. Be sure to leave the appropriate ‘safe space’ when sizing all signatures.

Scale



Project specific message with One Project Signature

Project Signature The Project Signature should be part of the main body or just following the main body of the ad. Do not place the Project Signature in the sign off area of the ad.

Generally the Project Signature should be aligned on the left hand side of the ad, further away from the Initiative Signature and above the Partner Logos when possible. It can begin to assume a centre position as it is scaled up taking more prominence within an ad space.

Initiative Signature Must always assume the primary sign off positon, in this case the bottom right hand corner of the ad.

Placement

Body

Sign-off

Body

Sign-off




Partner Logos The Partner Logos should be placed in the secondary sign-off position, (bottom left hand corner of ad). If possible, make the colours for all of the Partner Logos black or grey in colour so that they are all equal in prominence.

The Partner Logos decrease in prominence from left to right and top to bottom; Provincial Logo, City of Regina Logo, and any other partner logos.

Placement

Sign-off

Sign-offPartner Logos

1 23 4

Partner Logos1 2 3 4




Support Elements Other tools in the Regina brand guidelines can assist you in developing an ad that has a project specific message. In this example we have used the Regina brand flourishes in a way that establishes the project colour and doesn’t clutter up an ad that already has various levels of information. Using the flourishes in this manner is not a rule, but an approach worthy of emulation as it illustrates how important colour is as a device that helps define the pillars within the system.

ReginaRevitalization.ca

Another way to consolidate space has been addressed with the placement of the RRI url, which follows the main message of the ad instead of the traditional sign-off area.

The typographic styling of the url has been standardized for consistency in all communications. It is set in Foco Regular Italic with caps on both ‘R’s.

Placement

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Before we can break league records… we break ground.

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nec tortor. Integer eget sem. Ut vitae enim eu est

Before we can break league records…

we break ground.

For more information visit ReginaRevitalization.ca




RRI global message with Three Project Signatures

Project Signature When developing any message that addresses all pillars of the initiative, all three Project Signatures must be used.

The three Project Signatures can be scaled large or small depending on the content or focus of the communication, but they should always be sized equally to each other regardless of the proportion of the format that they appear in.

The Project Signatures should always diff er in size to the Initiative Signature to help reinforce their distinctiveness. They are not equal.

Initiative Signature The size of the Initiative Signature will be the most consistently sized signature across multiple communications. Be sure to leave the appropriate ‘safe space’ when sizing all signatures.

Scale




Project Signatures The Project Signatures should always maintain the same order and have consistent alignment from left to right or top to bottom. The correct order is: Stadium Project, Taylor Field Neighbourhood, Railyard Renewal Project. This order reflects the projects’ physical locations as one moves from west to east when looking at a map of the city of Regina.

The Project Signatures should be part of the main body or just following the main body of the ad. Do not place the Project Signatures in the sign-off area of the ad.

Initiative Signature Must always assume the primary sign-off positon, in this case the bottom right hand corner of the ad. Ideally the Initiative Signature should maintain some distance from the Project Signatures.

Placement

Body

Sign-off

Body

Sign-off

Note how this example illustrates the correct selection of the Project Signature alternate variations.




Partner Logos The Partner Logos should be placed in the secondary sign-off position, (bottom left hand corner of ad). If possible, make the colours for all of the Partner Logos black or grey in colour so that they are all equal in prominence.

The Partner Logos decrease in prominence from left to right and top to bottom; Provincial Logo, City of Regina Logo, and any other partner logos.

Note that this example illustrates fewer Partner Logos, which might be the case with a broad initiative message.

Placement

Sign-off

Sign-off

Partner Logos

12

Partner Logos1 2




Support Elements In this example we have used the Regina brand flourishes in a way that puts more focus on the RRI global message. The global message is project neutral and so the use of black and shades of grey works best in this instance.

ReginaRevitalization.ca

Use of the RRI url, has been addressed in the previous section but also applies here.

Placement

We’re three steps closer to a revitalized Regina.

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Proin at eros non eros adipiscing mollis. Donec semper turpis sed diam. Sed consequat ligula nec tortor. Integer

eget sem. Ut vitae enim eu est vehicula gravida. Morbi ipsum ipsum, porta nec, tempor id, auctor vitae, purus.

Pellentesque neque. Nulla luctus erat vitae libero.






These ad examples illustrate how content can affect both placement and size of the brand elements. This is not a problem as the Project Signatures may scale freely to address any volume of content. Be sure to maintain proper alignments and ‘safe areas’ when resizing elements.

Content











Documents

RRI Identity System - EDACedac.ca/.../sample1rribrandidentitysystem.pdf · RRI Identity System ... RRI will bring new energy into downtown Regina – an energy that will spread beyond