5.4 Shared-cost programs: Identification of sponsors

FIP Manual, March 1989

Introduction

Government policy requires that federal participation in shared-cost programs be identified when informing the public about such programs.

The principle of federal identity is set out in the Federal Identity Program (FIP) policy which states: “federal participation in shared cost programs should be clearly identified to enable the public to recognize the role of the sponsors”. In applying this principle to a particular shared-cost program, the policy refers to the responsibility government in publicity associated with that program.

The need for guidelines became evident following a review of publicity for shared-cost programs. Most of the examples indicated a lack of consistency and clarity in identifying the federal government. Further to the principles set out in the policy, these guidelines are intended to serve the following objectives:

• improve the methods of presenting the corporate identifiers of the sponsors of a shared-cost program;
• assist in developing clear and effective visual communications that inform the public about the nature of the program and identify its sponsors in a consistent manner,

These guidelines should be used with Chapter 470, ‘‘Federal Identity Program”, and Chapter 480, “Government Communications Policy”, of the Administrative Policy Manual. The policy on the use of the official languages in the identification of shared-cost programs is set out in Chapter 470.

Section 1.1, “Design”, of the FIP Manual contains comprehensive guidelines on the government’s symbols, signatures, standard typefaces and the use of colour.

Overview

It is obvious that symbols are intrinsically distinctive. A great variety of symbols such as logotypes, emblems, wordmarks, signatures and coats of arms are used to identify governments, institutions and companies (Fig. 1).

The meaning of symbols is established according to the context in which they are seen. Normally, a symbol is applied individually, not in context with other symbols. When symbols are presented together, their significance changes and meanings may be affected. Certain principles should be observed when designing information material that includes the corporate identifiers of different sponsors. The guidelines were developed to assist administrators, communications advisors and designers responsible for the planning of publicity.

Scope

Guidelines set out the requirements when identifying the Government of Canada as a sponsor of a shared-cost program. These guidelines apply to a broad range of material including publications, forms, news releases, advertisements, audio-visuals, exhibits and signs.

It is recognized that joint identification may also be required for purposes other than shared-cost programs. The principles set out in these guidelines would apply there as well.

Contract terms

Chapter 470 includes this directive: “...a federal organization entering into a contract or agreement with another level of government or a private institution shall include therein provisions that set out the terms for joint identification of the sponsors”. Generally, such terms would be developed in the context of the communications plan for a shared-cost program. The terms should refer to the method of identification, the order of precedence, the use of the two official languages, and the use of colour.

Government cheques

The Receiver General cheque is a payment instrument approved by the Treasury Board pursuant to section 28(1) of the Financial Administration Act. The inclusion of the corporate identity of another sponsor on the cheque would represent a new instrument requiring Treasury Board approval. Federal institutions should consult the Accounting, Banking and Compensation Directorate, Supply and Services Canada, regarding operational considerations when including other corporate identifiers on Receiver General cheques.

Definitions

For purposes of these guidelines the following definitions apply:

corporate identifier refers to a graphic device intended to identify an institution; for example. signatures, logotypes, wordmarks, emblems.

identification refers to applying the corporate identifiers of the sponsors when informing the public about a shared cost program.

shared-cost program includes any activity, project or facility (within Canada) that is funded jointly by a federal organization with another level of government or with a private institution.

signature: The combination of a symbol and a title.

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Identification of sponsors

The identification of sponsors should be based on two principles, equivalence and brevity. This means:

• presenting the sponsors as equal partners in a joint enterprise; and
• identifying the sponsors in a concise and clear manner to ensure optimum recognition.

Means of federal identification

Normally, the corporate identity of the Government of Canada is expressed by an appropriate signature (incorporating the flag or the Coat of Arms) and the “Canada” wordmark. However, this requirement does not apply to shared-cost programs. As applicable, one of the following means should be used to identify federal sponsorship:

Coat of Arms: Generally, the Coat of Arms is used to identify ministers and certain quasi-judicial institutions. (See Chapter 470 for details on the use of the Coat of Arms with respect to FIP policy.) Other usages are described under “Use of armorial bearings and flags” in this section.

Federal signature: As required, it may consist of the signature of the institution concerned, or the “Government of Canada” signature.

“Canada” wordmark: The wordmark may serve as the identifier, provided that an appropriate reference to the Government of Canada (or one of its institutions) is made in the text or in an acknowledgement.

Credit line: Should the use of any of the above identifiers be inappropriate or not feasible, federal participation may be indicated by a credit line. This applies particularly in cases where many sponsors are involved.

Choosing the method

When determining which method should be used for a particular application, the following factors should be considered:

• the nature of the program and the communication objectives;
• whether there is a need to identify the departments or agencies as opposed to the governments concerned (e.g. “Environment Canada” and “Saskatchewan Environment” instead of “Government of Canada” and Government of Saskatchewan”);
• the medium to be used (e.g. a sign, an advertisement);
• the feasibility of displaying corporate identifiers when space is limited (e.g. when there is a choice between signature and wordmark, the latter would be more compact and easier to apply).

In conjunction with any one of these methods, it may be helpful to use a statement amplifying the roles of the sponsors. Here is an example.

This project is jointly funded by Energy, Mines and Resources Canada and the Ontario Ministry of Energy under the 1986 Agreement to promote energy conservation projects and the development of alternative energy technologies.

Language requirements for titles

When another government or a private institution is being identified in an announcement pertaining to a shared-cost program, its title (or signature) may be in English or French, or both, as required by the sponsor concerned.

The titles of federal institutions must appear in both official languages in a side by side format in all signatures.

Design criteria

These criteria are general and are based on common practices in the field of corporate identity. The requirements of different participants may vary. Therefore, good coordination is needed when designing a joint announcement bearing the identity of the sponsors.

Because corporate identifiers vary greatly in style and appearance, it is generally difficult to display them in close association. The following criteria should be observed when applying a signature, wordmark or other device:

• display in generous open space, free from close association with any interfering or distracting elements;
• respect visual equivalence, i.e. try to achieve visual balance between corporate identifiers on the basis of size, density, weight and colour;
• respect the graphic standards of the organization concerned, i.e. use the proper corporate symbol and typeface.

When preparing a layout, careful consideration should be given to the use of colour. Notwithstanding that colour is an important element of corporate identity and many institutions have adopted a specific colour for that purpose. the use of corporate colours may not always be appropriate in the context of joint identification. Communications will generally be more effective if colour is used in a uniform or neutral manner (the FIP provides a range of colour options which are detailed in Section 1.1 of the FIP Manual).

Order of precedence

When two or more sponsors have to be identified, it follows that the true order of precedence needs to be resolved. Agreement on which identifier should appear left (or above) and which identifier right (or below) should be sought when developing the communications plan for a shared cost program. For example, the agreement may establish the order in accordance with the share of the financial contribution or the lead role of the participant who administers the program. Order of precedence may also be based on “seniority” of the different levels of government, i.e. federal, provincial, territorial, municipal.

Either a side-by-side or an over-and-under format may be used. The choice of format depends on the media used, as well as factors such as number of sponsors, layout of the message, and whether the presentation is unilingual or bilingual.

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Examples of identification

Presented below are examples involving the use of signatures, wordmarks or credit lines. Most of the examples stem from actual applications. Some of them were modified to reflect the criteria set out in these guidelines.

Application of signatures

This is the method most commonly used when identifying the sponsors. The examples indicate how signatures may be presented (Fig. 2).

Application of wordmarks

This method applies when the sponsors have agreed to use their respective wordmark. The examples indicate how this may be done (Fig. 3).

Use of credit lines

Generally, a credit line consists of a lead-in sentence followed by the titles of the sponsors. The titles should he presented in a uniform manner, using the same typeface, type size and colour. The examples indicate how credit lines may be set up (Fig. 4).

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Armorial bearings and flags

Symbols such as coats of arms, shields and flags are often used to portray joint activities of governments. The use of these symbols is subject to rules of protocol and their field of application is more or less distinct from the corporate identity of a government institution.

Where applicable, coats of arms, shields or flags may be used in lieu of the corporate identifiers that are normally employed. This applies particularly when provincial and territorial governments need to be identified in conjunction with the federal government. For example, a layout incorporating the federal Coat of Arms and the shields of the provinces and territories is well suited to portray the relationship of the governments (Fig. 5). A similar effect. may be achieved by using the different flags (Fig. 6).

For further information on the flags, coats of arms and floral emblems used by provincial and territorial governments, readers should refer to the Canadian Symbols prepared by the Department of the Secretary of State of Canada. The publication is available from the Canadian Government Publishing Centre, Supply and Services Canada.

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Enquiries

Enquiries regarding the corporate identity of a sponsor should be directed to the office responsible for identity of the institution concerned. In the case of the federal government, this responsibility rests with the FIP Coordinator appointed by each institution,

A list of provincial and territorial managers of corporate identity is being maintained by the Administrative Policy Branch of the Treasury Board Secretariat. The Branch may be contacted for information.

Because the requirements for corporate identity may be subject to change, it is suggested to enquire about current requirements.

Reproduction proofs

Details on the availability of reproduction proofs of the federal signature and “Canada” wordmark are provided in section 1.1 of the FIP Manual. Requests for proofs of signatures or logos of other sponsors should be addressed to the corporate identity manager of the institution concerned.