VISUAL IDENTITY GUIDELINES

Administrative​ ​Procedure​ ​159​ ​-​ ​Appendix

VISUAL​ ​IDENTITY​ ​GUIDELINES Overview The​ ​logo​ ​reflects​ ​the​ ​distinctive​ ​qualities​ ​of​ ​our​ ​organization.​ ​Each​ ​time​ ​the​ ​logo​ ​appears,​ ​it remains​ ​a​ ​tangible​ ​reminder​ ​of​ ​the​ ​important​ ​role​ ​that​ ​our​ ​district​ ​plays​ ​in​ ​Catholic​ ​education​ ​in our​ ​city​ ​and​ ​province.​ ​The​ ​Calgary​ ​Catholic​ ​School​ ​District​ ​logo​ ​is​ ​an​ ​important​ ​part​ ​of​ ​the ‘branding’​ ​of​ ​the​ ​district,​ ​but​ ​an​ ​identity​ ​involves​ ​more​ ​than​ ​a​ ​logo.​ ​Projecting​ ​the​ ​district​ ​image involves​ ​all​ ​forms​ ​of​ ​communication​ ​–​ ​verbal,​ ​printed,​ ​electronic.​ ​It​ ​involves​ ​consistent​ ​use​ ​of visual​ ​elements​ ​as​ ​well​ ​as​ ​key​ ​marketing​ ​messages.​ ​The​ ​goal​ ​of​ ​the​ ​identity​ ​program​ ​is​ ​to​ ​help link​ ​the​ ​district​ ​with​ ​excellence​ ​in​ ​faith-filled​ ​education​ ​in​ ​the​ ​minds​ ​of​ ​the​ ​district’s​ ​audiences.​ ​As well,​ ​a​ ​uniform​ ​presentation​ ​of​ ​our​ ​logo​ ​by​ ​all​ ​users​ ​will​ ​help​ ​strengthen​ ​the​ ​public’s​ ​perception of​ ​Calgary​ ​Catholic​ ​as​ ​an​ ​educational​ ​leader,​ ​committed​ ​to​ ​quality​ ​Catholic​ ​education. These​ ​general​ ​guidelines​ ​were​ ​developed​ ​to​ ​communicate​ ​the​ ​district​ ​approach​ ​regarding​ ​visual identity.​ ​The​ ​guidelines​ ​also​ ​provide​ ​direction​ ​for​ ​use​ ​of​ ​the​ ​district’s​ ​identity​ ​and​ ​guidance​ ​for preparing​ ​any​ ​communication​ ​materials. The​ ​guidelines​ ​provided​ ​will​ ​cover​ ​most,​ ​but​ ​not​ ​all,​ ​instances​ ​of​ ​the​ ​logo’s​ ​use​ ​in​ ​printing​ ​and publications.​ ​If​ ​you​ ​need​ ​further​ ​clarification,​ ​please​ ​consult​ ​the​ ​Communications​ ​department. Any​ ​requests​ ​for​ ​departure​ ​from​ ​the​ ​visual​ ​identity​ ​guidelines​ ​should​ ​also​ ​be​ ​directed​ ​to​ ​the Communications​ ​department. The​ ​Visual​ ​Identity​ ​Guidelines​ ​is​ ​a​ ​working​ ​document.​ ​As​ ​this​ ​version​ ​is​ ​used,​ ​and​ ​recurring questions​ ​arise,​ ​those​ ​questions​ ​will​ ​be​ ​addressed​ ​and​ ​this​ ​document​ ​will​ ​be​ ​amended.​ ​Please share​ ​any​ ​comments​ ​and​ ​questions​ ​with​ ​Tania​ ​Younker,​ ​Director,​ ​Communications​ ​at 403-500-2763​ ​or​ ​by​ ​email​ ​at​ ​[email protected]​. The​ ​Importance​ ​of​ ​Graphic​ ​Identity Why​ ​is​ ​it​ ​important​ ​for​ ​our​ ​district​ ​to​ ​maintain​ ​visual​ ​identity​ ​guidelines?​ ​In​ ​a​ ​time​ ​when individuals​ ​are​ ​constantly​ ​bombarded​ ​with​ ​visual​ ​‘noise’​ ​from​ ​sources​ ​like​ ​newspapers, magazines,​ ​websites,​ ​television,​ ​video,​ ​ ​and​ ​advertising,​ ​a​ ​consistent​ ​visual​ ​image​ ​helps​ ​to portray​ ​and​ ​position​ ​an​ ​organization​ ​in​ ​the​ ​minds​ ​of​ ​the​ ​public. For​ ​Calgary​ ​Catholic,​ ​the​ ​consistent​ ​use​ ​of​ ​one​ ​distinctive​ ​logo​ ​communicates​ ​who​ ​we​ ​are,​ ​with one​ ​voice,​ ​to​ ​prospective​ ​families​ ​of​ ​the​ ​district,​ ​existing​ ​families​ ​and​ ​our​ ​students,​ ​alumni,​ ​staff, community​ ​partners​ ​and​ ​others. For​ ​consistency​ ​in​ ​writing,​ ​the​ ​district​ ​adheres​ ​to​ ​the​ ​Canadian​ ​Press​ ​Stylebook​,​ ​and​ ​the supplementary​ ​Calgary​ ​Catholic​ ​School​ ​District​ ​Style​ ​Guide.​

Calgary​ ​Roman​ ​Catholic​ ​Separate​ ​School​ ​District​ ​No.​ ​1 Administrative​ ​Procedures​ ​Manual

April​ ​2016 Page​ ​1​ ​of​ ​4

The​ ​District​ ​Logo​ ​and​ ​Namebar The​ ​logo​ ​is​ ​comprised​ ​of​ ​three​ ​components;​ ​the​ ​logo,​ ​the​ ​colour​ ​and​ ​the​ ​typestyle.​ ​The​ ​logo should​ ​be​ ​used​ ​in​ ​its​ ​entirety​ ​(logo,​ ​colour​ ​and​ ​typestyle​ ​together)​ ​for​ ​all​ ​applications,​ ​where possible. This​ ​logo​ ​is​ ​the​ ​distinguishing​ ​graphic​ ​mark​ ​for​ ​all​ ​materials​ ​produced​ ​by​ ​the​ ​district.​ ​It​ ​is​ ​used on​ ​all​ ​district​ ​stationary​ ​including​ ​letterhead,​ ​envelopes,​ ​business​ ​cards,​ ​fax​ ​sheets,​ ​memos, etc.​ ​As​ ​well,​ ​an​ ​accompanying​ ​namebar​ ​exists​ ​for​ ​use​ ​by​ ​the​ ​schools​ ​to​ ​add​ ​district identification​ ​to​ ​a​ ​school’s​ ​stationery.

Logo

Namebar Other​ ​Logos No​ ​other​ ​logo​ ​for​ ​an​ ​individual​ ​department​ ​or​ ​program​ ​is​ ​to​ ​be​ ​used​ ​under​ ​these​ ​guidelines.​ ​The district​ ​reserves​ ​the​ ​right,​ ​however,​ ​to​ ​consider​ ​possible​ ​logos​ ​for​ ​initiatives​ ​that​ ​require​ ​special internal​ ​or​ ​external​ ​marketing​ ​activities.​ ​An​ ​example​ ​of​ ​this​ ​would​ ​be​ ​the​ ​125th​ ​Anniversary​ ​or the​ ​District​ ​Run/Walk.​ ​Requests​ ​for​ ​consideration​ ​such​ ​as​ ​these​ ​exceptions​ ​should​ ​be forwarded​ ​to​ ​the​ ​Communications​ ​department​ ​for​ ​review​ ​and​ ​recommendation​ ​to​ ​senior administration​ ​for​ ​approval. A​ ​Symbolic​ ​Design This​ ​logo​ ​is​ ​an​ ​evolution​ ​of​ ​the​ ​previous​ ​version​ ​that​ ​was​ ​designed​ ​to​ ​represent​ ​significant meaning​ ​for​ ​the​ ​district.​ ​The​ ​cross​ ​in​ ​the​ ​centre​ ​of​ ​the​ ​logo​ ​depicts​ ​the​ ​Catholicity​ ​of​ ​the​ ​district. The​ ​two​ ​interlocking​ ​“C’s”​ ​that​ ​form​ ​an​ ​‘S’​ ​in​ ​the​ ​centre​ ​of​ ​the​ ​logo​ ​represent​ ​the​ ​initials​ ​of​ ​the words​ ​Calgary​ ​Catholic​ ​schools.​ ​The​ ​interlocking​ ​pattern​ ​suggests​ ​that​ ​it​ ​is​ ​within​ ​the​ ​school system​ ​that​ ​one’s​ ​sense​ ​of​ ​Catholic​ ​community​ ​will​ ​be​ ​realized.​ ​The​ ​double​ ​block​ ​shapes represent​ ​a​ ​stylized​ ​open​ ​book,​ ​a​ ​universal​ ​symbol​ ​of​ ​learning,​ ​projecting​ ​the​ ​message​ ​that​ ​the Calgary​ ​Catholic​ ​School​ ​District​ ​is​ ​primarily​ ​an​ ​educational​ ​community.​ ​The​ ​lines​ ​forming​ ​the​ ​top and​ ​bottom​ ​edges​ ​of​ ​the​ ​book​ ​are​ ​not​ ​parallel;​ ​instead,​ ​the​ ​lines​ ​begin​ ​at​ ​the​ ​centre​ ​of​ ​the​ ​logo and​ ​project​ ​beyond​ ​the​ ​logo,​ ​suggesting​ ​transcendence.​ ​The​ ​district’s​ ​logo​ ​symbolizes​ ​unity (through​ ​the​ ​interlinking​ ​of​ ​the​ ​two​ ​“C’s”),​ ​diversity​ ​(through​ ​an​ ​open​ ​book​ ​symbol)​ ​and​ ​the student​ ​striving​ ​to​ ​realize​ ​his​ ​or​ ​her​ ​potential​ ​(through​ ​transcending​ ​lines)​ ​within​ ​the​ ​community of​ ​Calgary​ ​Catholic​ ​schools. Use​ ​of​ ​the​ ​Logo

Calgary​ ​Roman​ ​Catholic​ ​Separate​ ​School​ ​District​ ​No.​ ​1 Administrative​ ​Procedures​ ​Manual

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Consistent​ ​use​ ​of​ ​the​ ​logo​ ​provides​ ​a​ ​cost-effective​ ​and​ ​efficient​ ​medium​ ​to​ ​help​ ​promote​ ​district activities​ ​and​ ​programs.​ ​The​ ​logo​ ​and​ ​the​ ​accompanying​ ​namebar​ ​were​ ​created​ ​for​ ​use​ ​in​ ​a variety​ ​of​ ​applications,​ ​including,​ ​but​ ​not​ ​limited​ ​to: •​ ​Advertising​ ​(print​ ​and​ ​electronic) •​ ​Brochures,​ ​booklets​ ​or​ ​other​ ​promotional​ ​materials •​ ​Posters •​ ​Websites •​ ​Banners •​ ​Promotional​ ​items To​ ​provide​ ​some​ ​flexibility,​ ​both​ ​horizontal​ ​and​ ​vertical​ ​versions​ ​of​ ​the​ ​logo​ ​are​ ​provided.​ ​The graphic​ ​mark​ ​may​ ​also​ ​be​ ​used​ ​independently​ ​of​ ​the​ ​wordmark​ ​when​ ​it​ ​is​ ​not​ ​possible​ ​to position​ ​the​ ​two​ ​items​ ​together.​ ​When​ ​the​ ​graphic​ ​mark​ ​is​ ​used​ ​independently,​ ​the​ ​words “Calgary​ ​Catholic​ ​School​ ​District”​ ​must​ ​appear​ ​in​ ​some​ ​location​ ​on​ ​the​ ​same​ ​page​ ​or​ ​piece.​ ​This application​ ​may​ ​be​ ​used​ ​upon​ ​consultation​ ​with​ ​the​ ​Communications​ ​department.

The​ ​logo​ ​versions​ ​and​ ​the​ ​namebar​ ​are​ ​available​ ​on​ ​the​ ​R:​ ​drive​ ​in​ ​the​ ​Logos​ ​folder​ ​in​ ​the following​ ​formats:​ ​TIFF,​ ​EPS​ ​and​ ​JPEG. Colour The​ ​logo​ ​features​ ​the​ ​official​ ​district​ ​colours​ ​of​ ​black​ ​and​ ​metallic​ ​gold​ ​(PMS​ ​871).

The​ ​logo​ ​may​ ​also​ ​be​ ​reproduced​ ​in​ ​reverse,​ ​as​ ​shown​ ​here,​ ​when​ ​such​ ​an​ ​application​ ​is warranted.

Calgary​ ​Roman​ ​Catholic​ ​Separate​ ​School​ ​District​ ​No.​ ​1 Administrative​ ​Procedures​ ​Manual

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For​ ​one​ ​colour​ ​applications,​ ​the​ ​logo​ ​may​ ​appear​ ​in​ ​either​ ​white​ ​(as​ ​shown​ ​above),​ ​black​ ​or​ ​gold only.​ ​Any​ ​other​ ​colours​ ​must​ ​be​ ​approved​ ​by​ ​the​ ​Communications​ ​department​ ​before​ ​printing.

The​ ​namebar​ ​may​ ​appear​ ​on​ ​school​ ​letterhead​ ​in​ ​a​ ​single​ ​colour​ ​other​ ​than​ ​black​ ​or​ ​gold​ ​only when​ ​neither​ ​of​ ​these​ ​two​ ​colours​ ​are​ ​one​ ​of​ ​the​ ​inks​ ​used​ ​in​ ​the​ ​printing​ ​process. Unacceptable​ ​Use No​ ​other​ ​variations​ ​of​ ​this​ ​logo​ ​or​ ​namebar​ ​are​ ​permitted​ ​and​ ​no​ ​adjustments​ ​or​ ​modifications may​ ​be​ ​made​ ​to​ ​the​ ​design. 1.​ ​The​ ​logo​ ​or​ ​namebar​ ​should​ ​never​ ​be​ ​reproduced​ ​from​ ​a​ ​website​ ​or​ ​previously​ ​printed publication. 2.​ ​The​ ​logo​ ​or​ ​namebar​ ​cannot​ ​be​ ​redrawn,​ ​re-set,​ ​re-proportioned​ ​or​ ​distorted. 3.​ ​The​ ​logo​ ​or​ ​namebar​ ​should​ ​never​ ​be​ ​printed​ ​within​ ​a​ ​border​ ​or​ ​other​ ​type​ ​of​ ​artwork. 4.​ ​To​ ​ensure​ ​legibility,​ ​the​ ​logo​ ​and​ ​namebars​ ​are​ ​best​ ​used​ ​on​ ​a​ ​solid​ ​background​ ​rather​ ​than over-printed​ ​on​ ​a​ ​photograph,​ ​on​ ​a​ ​heavily​ ​textured​ ​design​ ​or​ ​on​ ​top​ ​of​ ​other​ ​words. 5.​ ​The​ ​word​ ​mark​ ​associated​ ​with​ ​the​ ​logo​ ​and​ ​namebar​ ​cannot​ ​be​ ​set​ ​in​ ​another​ ​typeface. 6.​ ​The​ ​logo​ ​should​ ​not​ ​be​ ​reproduced​ ​at​ ​an​ ​angle​ ​other​ ​than​ ​horizontal.

Calgary​ ​Roman​ ​Catholic​ ​Separate​ ​School​ ​District​ ​No.​ ​1 Administrative​ ​Procedures​ ​Manual

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