Brand Guideline for Empirico
Transcript of Brand Guideline for Empirico
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
How to UsE tHis DocUmEnt
oUR comPAnYCompany over v iewOur miss ionBrand at t r ibutes
VisUAL iDEntitYOur logoLogo rat ionaleLogo st ructurePreferred logosAlternate logosOn-screen logosBuf fer zoneMinimum size On backgroundsImproper usage tagl ineConf igurat ionWorld ver isonColour vers ionMinimum size
coloursPr imary coloursSecondary colours
ImagerySubject mat ter / St y leImproper imagery
typographyLogo t ypefacePr imary t ypefaceSystem t ypefaceType set t ing guide
AnimationStoryboardAnimat ion
DiVisionsInt roduct ionStructureImproper usage
APPLicAtionsGraphic elementsStat ionary graphicsOn-screen graphicsAl ternate graphics
stat ionaryBusiness card (f ront / back)Let ter head (f ront / back)Envelope
UsageSignagePromotional i temsWebsi te
BRAnD mAnAGEmEnt
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co n t En t s
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
How to use the Empirico branding guideline
welcome to the Empir ico Branding Guidel ine. this document wi l l give
you detai ls about our cooperations visual identit y, and how to create
materials for a unif ied look. the guidel ine bui ld a consistency of branding
communications in the community that we operated.
Empir ico creates a specif ic visual identit y for our customers and audience by
using this branding guidel ine. the company overview introduce our history,
services, mission statement as wel l as our value. the visual identit y par t
conveys the meaning of our logo. i t is introducing what is our visuals rel ied
on. ( colour palet te, t ypographic system, and other related visual tool. we
also market our divis ions in this document as wel l. the application par t is the
stat ionary that complement our visual identit y. we designated to use various
of related visual elements such as website, promotional i tems, usage.
H ow to U s E t H E Em P i R i co B R A n D i n G G U i D EL i n E
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
Company overview
EmPiR ico is the business of investment and
insurance solut ions. For over 100 years,
Empir ico has been helping our customers
make smar t f inancial choices, whi le
providing the r ight insurance, savings and
investment products to ful f i l needs. our
goal is to provide “practical direction”
based on straight forward discussion,
l istening and sound advice... we
encourage our customer to look forward
the future, hence our tagl ine being
“your Desirable Future”
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o U R co m PA n Y
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
we are dedicated in bui lding a l i fe long
trustwor thy relat ionship with our customers
by providing rel iable service and business
solut ions to ful f i l l their needs. we provide
our customers with the knowledge to
make practical and informed decisions.
we suppor t and serve the communit ies in
which we operate.
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Our mission
o U R co m PA n Y
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
our brand at tr ibutes is our value to
our customers, whi le ref lect ing our
character ist ics in business. our brand
at tr ibutes are at the foundation of our
corporation and ensures our high standards
of behaviours and our per formance.
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confidentinformative
Secure r o y a lPowerful
contributiveInvit ing
LoyalDesirable
Friendly
Brand attributes
o U R co m PA n Y
Logo rationale
Logo structure
Preferred logos
Alternate logos
on-screen logos
clear space
minimum size
on background
improper usage
Our logo
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
V i s U A L i D E n t i t Y / o U R L o G o
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the visual mark shows that our company
protects our customers. the two curved
shapes resemble two arms. Each arm
consists of two par ts, one is the arm and
the teardrop shape is the hand. these
shapes represent our company. the two
abstract hands protect the dot in the
middle. this dot symbolizes our customers.
the two arms and hands surround the
dot representing our holding of our
customers. the customer is our most
impor tant element and is at the center
of our business. we provide service in
order to protect them and their future. An
abstract eye is included in the negative
space meaning “we keep an eye on our
customers and their investments.”
Logo rationale
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
our logo consists of the visual mark and
the logotype. the visual mark is bounded
by a geometr ic circle. the orange
dot s i ts in the center of the circle. s ix
geometr ic circles are the foundation
of the visual mark, and the elements
contained in the circle are ex tensions of
smaller circles.
the distance between the let ter ‘m’ and
‘P ’ is the def ined as Y. the distance
between the visual mark and the
logotype is 2 t imes that of the Y distance.
Logo structure
2 × Y Y
Y
Y
V i s U A L i D E n t i t Y / o U R L o G o
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Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
we have a total of s ix logo versions. Be
sure to use these logos appropriately. on
the lef t are two gradient logo versions we
preferred to use. Use these two logos in
advanced. one is for use on screen and
the other is for pr int. Use the cmYK logo
only when print ing. Use the RGB logo for
digital devices and media.
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prefered logos
V i s U A L i D E n t i t Y / o U R L o G o
Gradient print ing vers ion in CMYK
Gradient screen vers ion in RGB
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
three alternate logos are displayed on the
lef t. Use these logos when cmYK logos can
not be used.
B lack logo posit ive: use this version when
the application requires a simpli f ied mark
in black. Apply this in a l ight background.
white logo negative: use this version when
the application requires a simpli f ied logo
in white, and the background is too dark
to al low to use of the preferred logo.
2 colour logo version: use this version
when the application requires a two
colour or s impli f ied logo.
alternate logos
Black logo posi t ive
White logo negat ive
2 colour logo vers ion posi t ive
V i s U A L i D E n t i t Y / o U R L o G o
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Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
Use this three RGB logos on screen for
microsof t word, Powerpoint presentations,
and al l the microsof t of f ice Applications.
only use these three logos on digital
devices such mAcs, Pcs, smar t phone, etc.
On-screen logos
Single colour vers ion negat ive
Gradient screen vers ion in RGB
2 colour vers ion posi t ive
V i s U A L i D E n t i t Y / o U R L o G o
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Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
the logo has a def ined clear space that
nothing should be included in. this also
def ines the minimum distance to the edge
of a pr int ing document. the clear space
around the logo is equal to the X height
of the geometr ic circle around the visual
mark. Any tex ts, graphic elements or
other visual marks are not al lowed to be
posit ioned in the def ined clear space.
X XX 2 × Y Y
X
X
X
Y
Y
Buffer zone
V i s U A L i D E n t i t Y / o U R L o G o
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This buffer zone is funct ional when apply the tagl ine with the logo
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
the minimum sizes of the preferred logos
and alternated logos (including gradient
and non gradient version) is displayed
on the lef t. our preferred logo which is in
gradient is a l i t t le larger in order to show
the legibi l i t y of the gradient ef fect.
minimum size
Pr int vers ion gradient0.3’’
Screen vers ion gradient0.36’’
Pr int vers ion non-gradient0.25’’
Screen vers ion non-gradient0.3’’
V i s U A L i D E n t i t Y / o U R L o G o
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Please note that this is 125% of the actual logo s ize
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
the logo could be placed in either a
dark or a l ight background. when the
background is a dark sol id colour, use the
white version. when the background is
l ight use our preferred logo. Please make
sure that the background should also
maintain the legibil i ty. this principle is used
in various appications such as posters,
adver tisements, and publishing layout, etc.
On background
V i s U A L i D E n t i t Y / o U R L o G o
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Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
Here are several ways that are not legible
for using the logo. the logo should never
be modif ied in any way. this is either the
posit ioning or direction or color... of the
f ixed elements within the logo. on the lef t
are some typical example of improper
usage of the logo.
Do not expand Do not shrink Do not add stroke on
Do not add a drop shadow on Do not f l ip the colour Do not change the colour
Do not rearrange Do not l ink words Do not put b lack logo to dark
Do not put gradient in the logotype Do not outl ine i t Do not use without the visual mark
Do not rotate i t Do not cropping i t Do not put on people’s face
Save Your Money
Improper usage
V i s U A L i D E n t i t Y / o U R L o G o
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Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
the tagl ine is based on our mission
statement: “we encourage our customers
to look forward their future”, which is
communicates our value. the tagl ine is
staight forward, welcoming, encouraging,
royaty and power ful.
the r ight post i t ion to place the tagl ine is
star ted form the ver t icle ex tension l ine of
the let ter ‘R ’. And end with the ver t icle l ine
of the let ter ‘o’. Also the tagl ine is l ined up
with the basel ine of the visual mark. the
height of the tagl ine is being def ined as
Y distance. the Y distance is def ined as
the distance between the basel ine of the
logotype and the basel ine of the visual
mark. For more detai l , see Page 9.
V i s U A L i D E n t i t Y / tA G L i n E
Configuration
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Visual Mark
Tagl ine
Logo Type
Final Logo
Y
2 × YY
Y
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
we have translated our tagl ine for
international usage in a various countr ies
and languages. i t is showing that our
company is international and welcoming.
V i s U A L i D E n t i t Y / tA G L i n E
International versions
Engl ish Vers ion
French Vers ion
Spanish Vers ion
Chinese Vers ion
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Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
Here are some exaples of the logo with
tagl ine. Use these gradient colour vesion
in advance when is appl icable. Be sure to
choose the r ight one. For more detai l , see
Page 10 to page 12.
V i s U A L i D E n t i t Y / tA G L i n E
Colour versions
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Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
the minimum size of the logo with
tagl ine should be legible to read. i f the
application is too small to show the
tagl ine, only use the logo by i tselt, do not
make the tagl ine i l legible.
V i s U A L i D E n t i t Y / tA G L i n E
minimum size
Pr int vers ion non gradient0.375’’
0.4” Screen vers ion gradient
Pr int vers ion gradient0.4’’
0.375’’ Screen vers ion non gradient
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Please note that this is 125% of the actual logo s ize
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
c100 m 96 Y 34 K 10
R 43 G 49 B 106
HEX #2B316APms
c100 m 98 Y 9 K 9
R 42 G 46 B
HEX #2A2E7FPms
c 93 m 82 Y 0 K 0
R 47 G 75 B 160
HEX #2F4BA0Pms
c 73 m 53 Y 0 K 0
R 81 G 117 B 185
HEX #5175B9Pms
c 0 m 65 Y 93 K 0
R 244 G 121B 44
HEX #F4792CPms
the colour palet te is made up of the
Empir ico blue in a varioty of t ints.
V i s U A L i D E n t i t Y / c o L o U R s
primary colours
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Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
the secondary color is consists of l ighter tone
of Empir ico blue and orange. the colour used
in div is ion companies is also provided as wel l.
V i s U A L i D E n t i t Y / c o L o U R s
Secondary colours
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c 46 m 33 Y 0 K 0
R 138 G 157 B 207
HEX #8A9DCFPms
c 0 m 45 Y 77 K 0
R 248 G 157B 79
HEX #F89D4FPms
c 0 m 7 Y 13 K 0
R 254 G 236B 218
HEX #FEECDAPms
c 31 m 19 Y 0 K 0
R 172 G 190 B 226
HEX #ACBEE2Pms
c 22 m 92Y 56K 7
R 184G 55B 85
HEX #B83755Pms
c 7 m 24 Y 100 K 0
R 237 G 190B 27
HEX #EDBE1BPms
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
the subject mat ter for the imagery
convey the everyday l i fe, happy l i festy le,
cooperation, hand shaking, famil ies,
cheer ful, business advices, older and
younger generations, f ree l i festy le and
Educations, etc.
the sty le of the photography is natural
colours, day time and nature l ight, etc.
V i s U A L i D E n t i t Y / i m A G E R Y
Subject matter / Style
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Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
Do not use this kind of imagery as fol lows:
• Lonel iness
• Frustrated/depression
• Money, too l i teral• Too cold or too dark • Too abstract
V i s U A L i D E n t i t Y / i m A G E R Y
Improper imagery
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Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
Empir ico use Avenir Lt std as our logo
typeface. Avenir is contemporary, modern,
round clean and invit ing. we use Avenir
medium for the logotype and tagl ine.
V i s U A L i D E n t i t Y / t Y P o G R A P H Y
Logo typeface
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AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
Avenir LT Std Medium
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
our secondary typographic family is itc
Avant Garde Gothic std. this t ypeface is
suppor t ing the logotyoe of Avenir. And
it complements nicely with each other.
Always use this t ypeface when suppor t ing
the logo. ( Business card, Let ter head,
let ter tex ts). Use i t for pr int and on screen
as wel l. considering use the Heavy weight
appropriately.
ITC Avant Garde Gothic Std Extra Light
ITC Avant Garde Gothic Std Book Oblique
ITC Avant Garde Gothic Std Extra Light Oblique
ITC avant Garde Gothic Std medium
ITc Avant Garde Gothic Std Demi
itc Avant Garde Gothic std Book
ITC Avant Garde Gothic Std Medium Oblique
ITC Avant Garde Gothic Std Demi Oblique
primary typeface
V i s U A L i D E n t i t Y / t Y P o G R A P H Y
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Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
Use this typeface when the itc Avant Garde
Gothic is not available.
Arial Bold
Arial Regular
Arial Bold Italic
Arial I tal ic
Arial Black
System typeface
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V i s U A L i D E n t i t Y / t Y P o G R A P H Y
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
Type setting guide
Icidel eligent quae. Seque quos audisti destium esciendem et quiae. Namusda volupita quae volupta qui doluptibus re dem aliquat pora dolupta ssitatur resci berati totatemposam aut faces sus, numendes intioss itaerro coressu mquissim reritem quas sinum quatur sed ma vent as ut ex et, qui ipicimus dere cus vitius cus debiti ius quia dolori omnitin porepre senis pro etur? Nequam dolorio officium acipsum alit, sam, ut liam, quia nos re, ius. Rum es et odion pro evellaborem fugiam aute quid mod
ITC Avant Garde GothicExtra l ight, 10/14 pts.
icidel eligent quae. seque quos audisti destium esciendem et quiae. namusda volupita quae volupta qui doluptibus re dem aliquat pora dolupta ssitatur resci berati totatemposam aut faces sus, numendesintioss itaerro coressu mquissim reritem quas sinum quatur sed ma vent as ut ex et, qui ipicimus dere cus vitius cus debiti ius quia dolori omnitin porepre senis pro etur? nequam dolorio of ficium acipsum alit, sam, ut l iam, quia
I TC Avant Garde Gothic Book, 10/15 pts.
icidel eligent quae. seque quos audisti destium esciendem et quiae. namusda volupita quae volupta qui doluptibus re dem aliquat pora dolupta ssitatur resci berati totatemposam aut faces sus, numendes intioss itaerro coressu mquissim reritem quas sinum quatur sed ma vent as ut ex et, qui ipicimus dere cus vitius cus debiti ius quia dolori omnitin porepre senis pro etur? nequam
I TC Avant Garde Gothic Book, 11/16 pts.
Icidel eligent quae. Seque quos audisti destium esciendem quiae. namusda volupita quae volupta qui doluptibus dem aliquat pora dolupta ssitatur resci berati totatemposam aut faces sus, numendes intioss itaerro coressu mquissim reritem quas sinum quatur sed ma vent as ut ex et, qui ipicimus dere cus vitius cus debiti ius quia dolori omnitin porepre senis pro
I TC Avant Garde Gothic Medium, 12/17 pts.
For Pr imary typeface: itc Avant Garde
Gothic: Always set your t ypography f lesh
lef t, and ragged r ight.
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V i s U A L i D E n t i t Y / t Y P o G R A P H Y
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
A single customer introduced
4 customers introduced
8 customers are introduced as a group
forming a circle in the center.
these group transforms into a big circle
the circle is blurr ing and shr inking into
a dot in the middle in which is a par t of
the Empir ico logo
one arm is fading introduced which
means we give a hand to you, we give a
hand to our customer
introducing the other arm
introducing the tagl ine from the
top - r ight s ide
Final ly, Empir ico logo forms
Storyboard
1
2
3
1 2 3 4
4
5
6
5 6 7 8
7
9
8
9
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V i s U A L i D E n t i t Y / A n i m At i o n
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
Please access these l ink for our logo animation.
animation
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V i s U A L i D E n t i t Y / A n i m At i o n
http://www.youtube.com/watch?v=sx_aKkXhhim&feature=youtu.be
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014 37
Empir ico Financial and Empir ico insurance
are two divis ion of the Empir ico Group.
Introduction
D i V i s i o n
Financial
Insurance
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014 1138
Structure
D i V i s i o n
Visual Mark
Div is ion name
Logo Type
Final Logo
Visual Mark
Div is ion name
Logo Type
Final Logo
For more detai l about the structure of the
divis ion, please refers to page 18.
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014 39
on the lef t are some typical examples of
improper usage of the Empir ico divis ions.
Improper usage
D i V i s i o n
FINANCIAL
Insurance Financial
Do not change the logo type and the type
Do not create a special v isual mark
Do not repeat the colour onto the logotype Do not rearrange the div is ion name
Do not change the colour
Do not use al l upper case letters
Insurance Financial
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
1. Graphic Elements
2. stationary
3. Usage
appLICaTIOn
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
the primary graphic element for Empir ico
is cropping from the Empir ico visual mark.
this graphic element in a meaning of “we
give a hand to you”, regarding our mission
statement which is to serve our customers
and the community.
the graphic element is placing on the
business cards, presentation folder and
the designated let terhead or any other
related documents. i t could be used either
digital ly or in pr int.
Stationary graphics
A P P L i c At i o n / G R A P H i c E L E m E n t s
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Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
the primary graphic element for Empir ico
is cropping from the Empir ico visual
mark. the graphic elements is meaning
we give a hand to you, regarding our
mission statement which is we serving our
customer.
this graphic element is designated for
placing on the website home page. Use
the graphics only on screen. Do not use i t
for pr int. otherwise i t wi l l be i l legible.
A P P L i c At i o n / G R A P H i c E L E m E n t s
On-screen graphics
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Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
alternate graphics
A P P L i c At i o n / G R A P H i c E L E m E n t s
the secondary graphic element is used
as an alternate to the primary graphic
element where appropriate. i t could be
placed in brochures, posters and any
related f i les.
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Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
Typography
name: itc Avant Garde Gothic, demi 9/13 pts
Tit le: itc Avant Garde Gothic, medium 8/13 pts
Indication: itc Avant Garde Gothic, book 6/8 pts
Telephone: itc Avant Garde Gothic, book 6/8 pts
Fax: itc Avant Garde Gothic, book 6/8 pts
Email: itc Avant Garde Gothic, book 6/8 pts
address: itc Avant Garde Gothic, book 6/8 pts
Website: itc Avant Garde Gothic, book 6/10 pts
Type set t ing: set t ing al l tex t f lush lef t,
ragged r ight, 20 point t racking.
Logo size: 0.25” X height
color text
name: cmYK: 100 96 34 10
Tit le: cmYK: 0 0 0 85
Indication: cmYK: 100 96 34 10
Telephone: cmYK: 0 0 0 85
Fax: cmYK: 0 0 0 85
Email: cmYK: 0 0 0 85
address: cmYK: 0 0 0 85
Website: cmYK: 100 96 34 10
Print ing method: of fset
Paper: white 100 lb
Business card (front)
A P P L i c At i o n / s tAt i o n A R Y
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First & Last NameTitle of postition
t 416-727-3300F 416-981-7892E [email protected]
25 st. Andrews streettoronto, ontario, canadam2B 3w4
www.empirico.com
0.375”0.375”
0.375”
0.375”
0.25”
0.25”
3.5”
0.875”
0.875”
Please note that the business card is 125% of actual s ize
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
Business card (back)
A P P L i c At i o n / s tAt i o n A R Y
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0.25”
0.25” 0.25”
0.25”
0.25”
0.25”
0.25”
0.25”
the bleed for the business card is 0.25”.
Please note that the business card is 125% of actual s ize
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
Letterhead (front)
A P P L i c At i o n / s tAt i o n A R Y
48
Typography
address: itc Avant Garde Gothic, book 6/8 pts
Website: itc Avant Garde Gothic, book 6/10 pts
Body text: itc Avant Garde Gothic,
book 10/14 pts
Type set t ing: set t ing al l tex t f lush lef t,
ragged r ight, 20 point t racking.
Logo size: 0.25” X height
color Text
address: cmYK: 0 0 0 85
Website: cmYK: 100 96 34 10
Body text: cmYK: 0 0 0 85
Print ing method: of fset
Paper: white plain paper
Please note that the business card is 50% of actual s ize
1.0”
1.0”
0.875”
1.0” 1.5”
1.0”
1.0”
1.0”
1.0”1.0”
1.0”
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
Letterhead (back)
A P P L i c At i o n / s tAt i o n A R Y
49
0.25”
0.25” 0.25”
0.25”
0.25”
0.25”
0.25”
0.25”
the bleed for the business card is 0.25”.
Please note that the business card is 50% of actual s ize
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
Envelope
A P P L i c At i o n / s tAt i o n A R Y
50
0.375”
0.375”
0.375”
0.375”
0.375”
0.375”
Typography
address: itc Avant Garde Gothic, book 6/8 pts
Website: itc Avant Garde Gothic, book 6/10 pts
Type set t ing: set t ing al l tex t f lush lef t,
ragged r ight, 20 point t racking.
Logo size: 0.25” X height
color Text
address: cmYK: 0 0 0 85
Website: cmYK: 100 96 34 10
Print ing method: of fset
Paper: standard white plain envelope
Please note that the business card is 85% of actual s ize
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
Signage
A P P L i c At i o n / U s A G E
52
on the lef t are some examples of how we
apply our logo to signage and other three
dimensional forms.
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
promotional items
A P P L i c At i o n / U s A G E
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Here are some examples of how we apply
Empir ico logo to various promotional i tems.
Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
Use this home page for the main si te for
Empir ico website. three website home
pages are based on the same template,
which could be animated as a sl ide show
on the main si te.
Website
A P P L i c At i o n / U s A G E
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Empir ico Branding Guidel ine Version 1.0 | Apri l 2014
Brand management
who to ask
Brenda Yin
worldwide communication
corporate Brand management, Empir ico Group
416.811.3120
brenda.yin@empir ico.com
25 st. Andrews street
toronto, ontario, canada
m2B 3w4
where to download this branding guidel ine
www. empir ico.com/branding/guidel ine
B R A n D i n G m A n AG Em En t