Corporate Identity and Brand Standards Manual Document Last Updated: 11/2017 There Is Strength And Power In Numbers.
Introduction The Royal Canadian Legion brand is more than a logo. It is the sum total of all representations of our brand to our stakeholders and audiences. Research has shown that brands with strong brand equity are the brands that people support the most. Commonalities in the brand strategies of top brands are: Distinctive brand assets Meticulous consistency Continuous communication and distribution This brand guide includes the Royal Canadian Legion brand s strategic elements e.g. its positioning and personality as well as its corporate identity and branding standards. This guide will help ensure our brand is applied accurately and consistently, in order to build brand equity.
STRATEGIC ELEMENTS Mission and Vision In 2012, the Mission Statement was updated and expanded to be more definitive of our core purpose. It is: To serve veterans, which includes currently serving military and RCMP members, and their families, to promote Remembrance and to serve our Communities and our Country. Our Vision Statement serves as a long-term and aspirational goal for the organization. It is: Our vision is to be the most highly respected Veteran and Community Service organization. The Mission and Vision Statements go hand in hand and should always be used together. Core Values The core values that define Legionnaires are: Service We provide dedicated support and compassionate assistance. Integrity We behave ethically and in a manner which inspires trust, mutual understanding and confidence. Respect We are supportive, inclusive, courteous and fair to all, honouring the dignity and worth of every person. Loyalty We are steadfast in our patriotic allegiance to the Sovereign, to our Country, to The Royal Canadian Legion and to our Comrades. Teamwork We cooperate and work together selflessly, in Comradeship, to achieve our shared Mission.
STRATEGIC ELEMENTS Summary of Brand Audiences To build brand equity for The Royal Canadian Legion, it is critical that we keep in mind our key target audiences: Primary Audiences Current members Veterans and their families who are not members Potential members among the Canadian public who support Veterans Secondary Audiences Legion branches Communities, schools, youth Veterans organizations Tertiary Audiences Corporate Canada Media The general Canadian public Brand Pillars An effective brand strategy is underpinned by clearly articulated Brand Pillars the fundamental ideals that support our brand: Serving Veterans The Royal Canadian Legion pays tribute to the service Veterans have provided to their country by providing important services to them, their families and communities. Our members believe in giving back, and our volunteer efforts are critical to making a positive impact on Veterans, their families and communities. Remembrance The Royal Canadian Legion honours Veterans by commemorating military service and the sacrifices made to protect Canadians and citizens of other countries, and memorializing the end of wars, conflicts and missions. We ensure Veterans service is given the utmost respect and dignity, and never forgotten. Community The Royal Canadian Legion is dedicated to serving and supporting communities as a whole. We strive to bring people together, strengthen support networks, and ensure Veterans and their families never feel alone.
STRATEGIC ELEMENTS Brand Positioning The brand positioning statement aims to summarize how the organization is different from comparable organizations, and how it provides a unique service or experience to its audiences. The positioning statement should be aspirational, but realistic it should describe what the brand can and should be. Recommended Positioning Statement: To Canadians, The Royal Canadian Legion is the foremost national organization that honours military service, promotes remembrance and provides valuable support and services to military and RCMP Veterans, their families and communities. Brand Name Our full brand name is The Royal Canadian Legion. Our full name best describes and represents our organization, where we operate and what we do. Therefore, wherever space allows, the full name should be used on marketing and communications materials, especially in: Titles and headlines Sub-heads Key introductory paragraphs and text areas After the full name has been used in initial and important text, the short form the Legion can be used further down in more detailed text such as webpages and press releases. The short form may also be used in situations with character limits, e.g. social media, or in creative formats where space is very limited.
STRATEGIC ELEMENTS Brand Personality The brand personality describes the brand as if it was a person, and guides the style, tone and feel of marketing materials. The Royal Canadian Legion brand is: Honourable The Royal Canadian Legion brand reflects its military roots by always speaking and acting honourably. Generous The Royal Canadian Legion brand is all about serving those who served us by providing support to Veterans, families and communities at no cost. Inspiring With over 90 years of history reflecting the service and sacrifice of Veterans, The Royal Canadian Legion inspires and motivates others to get involved and contribute. Brand Voice The Brand Voice serves as a guide in the writing of all marketing and communications text from the website to press releases. Respectful The Royal Canadian Legion s most important audience is Canadian Veterans. We must, at all times, demonstrate the utmost respect for those who have risked or sacrificed their lives. Welcoming Those we want to reach may be suffering and withdrawn, or they may not know what exactly The Royal Canadian Legion does. To support Veterans, their families and communities we must be welcoming and approachable never authoritarian or intimidating. Authentic To be relevant to as wide an audience as possible, it is essential for us to speak plainly, and avoid pretension and cliché. We must be as real and honest as possible. Proud Legion members know the value of what the organization does for Veterans. We should always speak about our contributions with confidence and pride.
Corporate Identity and Branding Standards
Positioning Our Corporate Tagline There is Strength and Power in Numbers. The core component of our new brand: Our mission is to serve Veterans, which includes serving military and RCMP members and their families, to promote remembrance and to serve our communities and our country. Corporate Legion Black PMS Black C C M Y K 67 64 67 67 R G B 45 42 38 WEB SAFE #2d2a26 Corporate Legion Red PMS 186 C C M Y K 12 100 91 3 R G B 207 16 45 WEB SAFE #cf102d
Logos without Tagline Artwork Digital files with.eps extensions should be used for printed materials. Those with.jpg extensions should be used primarily for on-screen viewing. Please consult your vendor for their preferred file format before submitting artwork for production. Electronic files for the Legion logo can be requested directly from Legion Supply at punderhill@legion.ca. Application Sizes The minimum application size for the Legion logo is 1.0 inch or 2.54 centimetres. The length is measured from the left side of the L to the right side of the Poppy. Logo Colour Options You have five basic options from which to choose: Colour version Greyscale version One colour version Reversed with red Poppy version Reversed version, in which the entire logo is shown in white against a dark background. APPLICATION SIZES COLOUR OPTIONS 1.0 min..3519 min. 2.54 cm min. X.8939 cm min.
Provincial Command Logos Use of the Provincial Command Logos follow the same guidelines as the Standard Legion Logo. BRITISH COLUMBIA/YUKON COMMAND ALBERTA-NORTHWEST TERRITORIES COMMAND SASKATCHEWAN COMMAND MANITOBA AND NORTHWESTERN ONTARIO COMMAND ONTARIO COMMAND DIRECTION DU QUÉBEC QUEBEC COMMAND NEW BRUNSWICK COMMAND DIRECTION DU NOUVEAU-BRUNSWICK NOVA SCOTIA/ NUNAVUT COMMAND PRINCE EDWARD ISLAND COMMAND NEWFOUNDLAND AND LABRADOR COMMAND EUROPE ZONE WESTERN ZONE OF USA EASTERN ZONE OF USA
French Version Artwork Digital files with.eps extensions should be used for printed materials. Those with.jpg extensions should be used primarily for on-screen viewing. Please consult your vendor for their preferred file format before submitting artwork for production. Electronic files for the Legion logo can be requested directly from Legion Supply at punderhill@legion.ca. French version of the logo is available. Preferred use of the logo is without the accent. Application Sizes The minimum application size for the Legion logo is 1.0 inch or 2.54 centimetres. The length is measured from the left side of the L to the right side of the Poppy. Logo Colour Options You have five basic options from which to choose: Colour version Greyscale version One colour version Reversed with red Poppy version Reversed version, in which the entire logo is shown in white against a dark background. APPLICATION SIZES COLOUR OPTIONS 1.0 min..3519 min. 2.54 cm min. X.8939 cm min.
Logos with Tagline Artwork Digital files with.eps extensions should be used for printed materials. Those with.jpg extensions should be used primarily for on-screen viewing. Please consult your vendor for their preferred file format before submitting artwork for production. Electronic files for the Legion logo can be requested directly from Legion Supply at punderhill@legion.ca. Application Sizes The minimum application size for the Legion logo with tagline is 2.2615 inch or 5.7441 centimetres. The length is measured from the left side of the T to the right side of the Poppy. Logo Colour Options You have five basic options from which to choose: Colour version Greyscale version One colour version Reversed with red Poppy version Reversed version, in which the entire logo is shown in white against a dark background. APPLICATION SIZES SEE COLOUR OPTIONS ON PREVIOUS PAGE 2.2615 min..694 min. There Is Strength And Power In Numbers. X 5.7441 cm min. There Is Strength And Power In Numbers. 1.7627 cm min. There Is Strength And Power In Numbers.
Poppy The Poppy symbol, is a registered trademark of the Dominion Command of The Royal Canadian Legion. It cannot be used as a Artwork The Poppy artwork can be acquired by contacting the Secretary, Poppy & Remembrance Committee at dmartin@legion.ca X symbol of Remembrance, in any colour or configuration in Canada by any organization Rule You have five basic options from which to choose: or individual or for any other purposes without the express written permission of Dominion Colour version Greyscale version Command. All requests for usage must be addressed to the Secretary of the Poppy & Remembrance Committee at the Legion s Dominion Command office in Ottawa. One colour version Reversed with red Poppy version Reversed version, in which the entire logo is shown in white against a dark background. Poppy Mark Proportions and Limits Always maintain a generous safe area equal to half the height of the Poppy logo on all sides of the logo. Note the clearly defined spacing limits in the examples.
Incorrect Logo Treatments Legion Logo Use For approved logo usage, please refer to the previous pages. Legion Logo Misuse Never use anything but the approved and provided logo. Never attempt to create your own Legion Logo. Never reproduce the logo in non-approved colours. Never stretch or alter the logo s proportions. Never attach anything to the logo. Never use part of the logo; it is an integral unit; always keep it whole, unless approved by Dominion Command. Never use the logo as part of a sentence or phrase. Never alter the horizontal orientation of the logo. Never use the logo with too little space around it. Never print on top of the logo. IMPROPER USAGE Golf Tournament You are the heart of the brand
APPLICATION SIZES.6875x min. 1.375 min. Artwork Digital files with.eps extensions should be used for printed materials. Those with.jpg extensions should be used primarily for on-screen viewing. Please consult your vendor for their preferred file format before submitting artwork for production. Electronic files for the Legion logo can be requested directly from Legion Supply at punderhill@legion.ca. Logo Colour Options You have two basic options from which to choose: Colour version Greyscale version Ladies Auxiliary Badge Same rules apply for the Ladies Auxiliary Badge. You have two basic options from which to choose: x Application Sizes The minimum application size for the Legion Badge is.75 inch or 1.930 centimetres. The length is measured from top to bottom of the badge. Colour version Greyscale version.5 min..75 min. 1.269 cm min. 1.930 cm min. BLACK AND WHITE OPTION Official Colours for the Legion Graphics Pantone C M Y K R G B Grey% Hex # Websafe RED BLUE GOLD BROWN LIGHT 186C coated stock 0 100 81 4 185 0 53 50% F20017 FF0000 032U uncoated stock 0 90 86 0 196 57 53 286C coated stock 100 66 0 2 58 81 154 90% 0D3692 003399 301U uncoated stock 100 45 0 18 51 95 155 465C 20 32 58 0 198 175 121 30% CB9F5B CC9966 872U metallic 1405C 0 36 100 63 104 82 13 70% 5E3C00 663300 127C 0 7 50 0 248 236 154 10% FFED7B FFFF66 LADIES AUXILIARY BADGE
Social Media Policy New forms of media are ever present and it is only natural that Legion branches are using them to communicate with their members and the public. The Dominion Executive Council has directed that a policy be produced to advise: How Legion registered trademarks may be appropriately used. That registered Poppy symbol trademark should only be used after achieving the appropriate authorization from The Poppy & Remembrance Committee. That use of all registered trademarks is only authorized for use by Legion branches, zones, districts, commands and chartered auxiliary groups. All other entities must have the authorization of Dominion Command before using these registered trademarks. That these social media using Legion registered trademarks present the Legion in a respectful manner in keeping with the Legion s Purposes and Objects as defined in the General By-Laws. For the purposes of this policy, reference to registered trademarks will include the name Legion, the Legion logo, the Legion Badge, and the Ladies Auxiliary Badge. Any requests for use of the registered Poppy symbol trademark will be directed to the Poppy & Remembrance Committee at dmartin@legion.ca. For the purposes of this policy, reference to social media includes Facebook, Twitter, Blogs, and similar new media in the future. The Policy Legion Branches, Zones, Districts, Commands and Auxiliary groups may use registered Legion trademarks, except for the registered Poppy symbol trademark, on social media provided that the following conditions are met: 1. The entity name or number is clearly shown where the trademark is used. Viewers need to understand what Branch, Zone, District, Command or Auxiliary group is represented. 2. Control and ownership of the media vehicle complete with all passwords, registrations and logins be retained by the executive elected officers of the Branch, Zone, District, Command, Auxiliary group or persons designated responsible by the executive. 3. The registered trademark images are not authorized for use by an individual Legion member or the general public, only for use by Legion entities as described in item 2. 4. It is understood no ownership or control of the registered trademarks is suggested or implied. 5. The content of the social media site be respectful of Veterans and The Royal Canadian Legion. 6. The content of the website be in keeping with the Purposes and Objects of the Legion as defined in the general bylaws. 7. It is understood that Dominion Command of The Royal Canadian Legion reserves the right to restrict the use of all registered trademarks if such usage is not in adherence with the Legion s Purposes and Objects as defined in the General By-Laws. Advice or direction on how to use these registered trademarks is available toll free from the supply department at 888-301-2257, or by email at supply@legion.ca. Registered trademark images are available in black and white, or colour, in all commonly used formats. The images shown on the Dominion Command website are intentionally not suitable for reproduction and are of a resolution that will not reproduce well.
Typefaces (SAMPLE CHARACTERS) As an integral part of the Legion s brand the following Georgia font should be used. This font is one of the Legion s unique handwriting and adds emphasis to the personality of this new identity. Please refer to the following samples for usage. TYPEFACE GEORGIA Georgia Regular Georgia Italic Georgia Bold Georgia Bold Italic
Typefaces (SAMPLE CHARACTERS) As an integral part of the Legion s brand the following Sense fonts should be used. This font is one of the Legion s unique handwriting and adds emphasis to the personality of this new identity. Please refer to the following samples for usage TYPEFACE SENSE Sense Thin Sense Thin Italic Sense Extra Light Sense Regular Sense Italic Sense Medium Sense Extra Bold Sense Extra Bold Italic Sense Black Sense Extra Light Italic Sense Medium Italic Sense Black Italic Sense Light Sense Bold Sense Light Italic Sense Bold Italic