5.2 Published Material: Corporate identity guidelines

FIP Manual, July 1990

Introduction

Information material published by federal institutions should be clearly and consistently identified. These guidelines explain how government policy on the use of corporate signatures and the “Canada” wordmark should be implemented. They are intended to promote clear and consistent identification of published material while allowing flexibility in applying the federal identity. The guidelines are meant to assist all those involved in managing, planning or designing information products.

Applicable publications

This guide should be used with the following policies or guidelines:

Communications Volume, Treasury Board Manual

• Government Communications Policy, including Publishing Guidelines
• Federal Identity Program Policy, including Appendix A, Official languages

Federal Identity Program Manual

• 1.0 Management guide to corporate identity
• 1.1 Design

Scope

These guidelines describe the use of signatures and the “Canada” wordmark when identifying published material, which comprises both printed and electronic products and includes these fields of application:

• books, booklets, periodicals, monographs, brochures, leaflets, newsletters, bulletins, maps;
• posters, display cards, public notices;
• packaging or labels that identify disks, cassettes, audio tapes or microforms;
• information kits, loose-leaf binders or similar holders of printed material;
• electronic products requiring on-screen identification;
• alternate media designed for communications with disabled persons.

Definitions

For easy reference, certain terms established for Federal Identity Program (FIP) purposes are included here.

“Canada” wordmark: the global identifier of the government; it consists of the word “Canada” with the Canadian flag over the final “a”.

Signature: the combination of a symbol and a title. (Also referred to as the corporate signature.)

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Basic considerations

Planning

An institution’s corporate identity should be presented as an integral part of a publication. This means looking at corporate identity in terms of communications objectives, program delivery and service to the public. In practical terms the following points should be considered:

• Which signature is appropriate (e.g. regular signature or variant)?
• Should a visual relationship exist between content and corporate identity?
• How should the corporate identity be presented (e.g. level of prominence, visibility)?
• What functional requirements should be met to assist users to gain access to or retrieve the publication?
• By considering each of these points, corporate identity becomes part of the planning process. The key is to apply it in a purposeful manner.

Using a global approach

It is often more effective to look at corporate identity requirements globally rather than dealing with each product. This means that an institution rationalizes the design of its publications in conjunction with corporate identity requirements, and develops graphic standards to establish a corporate “look”. This practice is outlined in the “Management guide to corporate identity” and suggested for institutions with major publishing programs.

Context

When planning a publication it may help to analyze visual context when presenting the identifying elements together with the title.

For example, the context in which the title will appear should be considered when determining the wording. Concepts conveyed by the corporate signature and “Canada” wordmark (e.g. Canadian, Canada, government, federal or national) may not need to be included in the publication’s title. Titles should be sufficiently descriptive to assist users but be as brief as possible.

Numerous options exist when developing a design integrating title or message, corporate identity, and all other graphic elements. To determine which presenta­tion is most appropriate, certain questions can help in the critical assessment of a design proposal. It may seem simplistic to look at publication design in such terms, but the sole purpose of this is to develop and strengthen visual context and meaning. Typical questions are:
Why is this significant?
What does this mean?
Would this help users?
What if this appeared here?
What if this were omitted?

Other identifiers

The Publishing Guidelines referred to in the Introduction set out the requirements for a catalogue number, ISBN (International Standard Book Number), ISSN (International Standard Serial Number), and CIP (Cataloguing in Publication) data. These identifiers should be displayed in a consistent manner to assist users.

Note: Catalogue numbers, ISBNs and CIP data are available from the Canadian Government Publishing Centre; I5SNs are provided by the National Library of Canada.

Use of signatures

The signature normally used by the publishing institution is applicable in most cases but other options may be considered. For example, a variant of the signature can be created when a particular program or service needs to be identified. The development and use of signature variants is described in section 1.1, “Design”.

“Government of Canada” signature

Information products on government-wide initiatives or programs sponsored by more than one department should normally be identified by the “Government of Canada” signature. As needed, the titles of the federal institutions involved may be referred to elsewhere, e.g. in an introductory text or on the title page.

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Design considerations

Designers have various options when applying the corporate identity and the technical advice given here is not intended to limit the creative process. The following subjects are fully described and illustrated in section 1.1, “Design”.

Signatures

The layout, typeface and type size of a signature are variable. This means that a signature may consist of a layout having one, two or three lines and may use Helvetica light, regular or medium in an appropriate size.

Typeface

One of three typefaces (Helvetica light, regular or medium) may be used for signatures. The choice is at the discretion of the designer.

Type size

The type size of the signature should be appropriate in relation to the overall presentation. This means selec­ting a type size that is compatible with the other graphic elements and allocating adequate space for the signature within the layout.

Type size or weight variations

When a signature includes additional words such as a service title, different sizes or weights of type may be used to make the important information stand out.

Coat of Arms signature

Institutions that use the Coat of Arms for identification may choose one of two signature layouts: symmetrical or asymmetrical.

Presentation

Designers have certain flexibility when displaying the signature and wordmark. The principle is to meet corporate and communications objectives when making design decisions.

The “Canada” wordmark has been defined as the dominant symbol of the federal identity. This aspect should be reflected when presenting the wordmark on a product.

General rules on using the signature and wordmark are provided in “Visual criteria”, section 1.1. These include the principle that they should appear separated from each other when displayed on the same surface. The signature and wordmark should be seen as two distinct elements and their visual relationship is dependent on factors such as relative position, size, and the use of colour including positive or negative forms.

On multi-page products, the signature and word-mark may be presented on the same page or on different pages, and they may be displayed on the front cover, the title page, an inside page, or the spine (if applicable).

Other symbols

Although restricted by FIP policy, there are cases where symbols other than the government’s corporate symbols may appear on published material. For exam­ple, the President of the Treasury Board may approve, for government-wide use, a symbol that promotes a major program or event sponsored or supported by the Government of Canada.

When displaying such a symbol, it should appear well separated from the signature and wordmark. To avoid visual conflict between symbols, it is important to select an appropriate size and spatial relationship.

Colour and contrast

To enhance recognition and to maintain the integrity of the government’s corporate identity, basic rules with respect to colour and contrast apply.

Signature

Normally the same colour should be used when reproducing both the flag and the type. The use of colour and contrast is as follows:

• black (or dark coloured) signature on a white (or light coloured) background; or
• white (or light coloured) signature on a black (or dark coloured) background.

Note: In cases where FIP red is being used for reproduction, the flag may be rendered in red while the type appears in black or white, as appropriate.

“Canada” wordmark

The wordmark may be reproduced with both the type and the flag appearing in the same colour, or, if FIP red is being used, the flag may be rendered in red. The options are:

• black (or dark coloured) wordmark on a white (or light coloured) background;
• white (or light coloured) wordmark on a black (or dark coloured) background;
• where FIP red is being used for reproduction, the flag may be rendered in red while the type appears in black or white, as appropriate.

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Co-published products

Products published by a private publisher in cooperation with federal institutions are not subject to FIP policy and therefore do not bear the government’s corporate identity.

Basic requirements for indicating the government’s involvement in a product are set out in the terms and conditions of the contract for co-published products. These call for a statement normally shown on (or the reverse of) the title page; here is an example:

Published by NC Press Limited in cooperation with Agriculture Canada and the Canadian Government Publishing Centre, Supply and Services Canada.

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Enquiries

Each institution has named an official (referred to as FIP Coordinator) to manage its corporate identity. All enquiries about these guidelines should be routed through the FIP Coordinator of the institution.

Enquiries by organizational headquarters should be directed to the Administrative Policy Branch of Treasury Board Secretariat.